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PROJECT REPORT

ON

BIG BAZAAR
In Partial Fulfillment of Award of
Post Graduate Diploma in Business Management
By
JYOTI SHARMA (212)

(PGDBM)
ENTREPRENEURSHIP AND MANAGEMENT PROCESSES
INTERNATIONAL
NEW DELHI-74
March 2011

Table of Contents
1. INTRODUCTION TO RETAIL INDUSTRY
.
2. PROFILE OF BIG BAZZAR (KORAMANGLA)
..
3. SAMPLING

4. QUESTIONNAIRE
...
5. FINDINGS AND SUGGESTIONS...
.
6. RECCOMENDATIONS AND CONCLUSION

RETAIL INDUSTRY IN
INDIA
India has one of the largest numbers of retail outlets in the world. Of the 12
million retail outlets present in the country, nearly 5 million sell food and
related products. Thought the market has been dominated by unorganized
players, the entry of domestic and international organised players is set to
change the scenario.
Organized retail segment has been growing at a blistering pace, exceeding all
previous estimates. According to a study by Deloitte Haskins and Sells,
organised retail has increased its share from 8 per cent of total retail sales in
2007 to 10 per cent in 2008. The fastest growing segments have been the
wholesale cash and carry stores (150 per cent) followed by supermarkets (100
per cent) and hypermarkets (75-80 per cent). Further, it estimates the
organised segment to account for 25 per cent of the total sales by 2011.
India retail industry is the largest industry in India, with an employment of
around 8% and contributing to over 10% of the country's GDP. Retail
industry in India is expected to rise 25% yearly being driven by strong
income growth, changing lifestyles, and favourable demographic patterns.

PROFILE OF BIG BAZZAR


Big Bazaar is not just another hypermarket. It caters to every need of a family.
Where Big Bazaar scores over other stores is its value for money proposition for
the Indian customers. At Big Bazaar, one can get the best products at the best

prices that is what they guarantee. With the ever increasing array of private
labels, it has opened the doors into the world of fashion and general merchandise
including home furnishings, utensils, crockery, cutlery, sports goods and much
more at prices that will surprise you. And this is just the beginning. Big Bazaar
plans to add much more to complete the shopping experience. Food is the main
shopped for category in this store.

Parent Company:- Pantaloon Retail (India) Limited, is Indias leading retailer


that operates multiple retail formats in both the value and lifestyle segment of the
Indian consumer market.
LINES OF BUSINESS OF THE ABOVE STORE: E-tailing
Food
Fashion
Home Solution
General Merchandise
Leisure and Entertainment
Wellness and Beauty
Books and Music

Marketing Strategy:- Big Bazaar is an Indian personification


of

retail.

It's

like

an

Indian bazaar or mandi or mela,

the

environment created by traders to give shoppers a sense of


moment. Its personality is of being an entity away from fancy or
pretty and being authentically "no-frills". Kishore Biyani never
hired any foreign consultant for Big Bazaar which is evident from
Indian-specific personality of the brand. The brand's personality is
self-explanatory by its tag-line only. This statement places Big
Bazaar

at

the

top

of

customer's

mind.

It

reflects

that

entrepreneurship and simplicity are the essence of character of


Big Bazaar. To use predatory pricing is not in the personality of Big
Bazaar, they never sell goods below the price they have
purchased it. Big Bazaar, the "Indian Wal-Mart", is the modern
Indian family's favorite store. Big Bazaar symbolizes modern
retail, the business which isn't looked up to in our country, is now
in the eyes of many multi-national biggies. Big Bazaar has shown
a

robust

growth

in

recent

years.

Scope and Uses:


1. It will extend to the actual field study of these outlets in NCR
region.
2. It will give information to prospective customers.
3. Help us gain independent knowledge about the consumer
perception of the outlets identified.
4. The study can help the companies get additional research
information.

5. It facilitates evaluation of brand name and customer


satisfaction.

ANALYSIS AND INTERPRETATION:


The tools and methods of data collection identified earlier were
employed to gather data on the consumer perception on Big
Bazaar. The data accrued, especially from the interviews and
questionnaires circulated, are tabulated and depicted on graphs
in the following pages. The data thus gathered and tabulated is
analysed. The data is then scrutinized and relevant
interpretations are drawn.
The major objectives of analysis of data are:
1. To evaluate and enhance data quality
2. Examine effects of other relevant factors
3.

CUSTOMER SATISFACTION RATIO,

4.

LEVEL OF SATISFACTION,

5.

CAUSES OF DISATISFACTION,

6.

CUSTOMER RESPONSES REGARDING SERVICES

The data collection plan, including procedures, instruments, and


forms, was designed and pre-tested to maximize accuracy. All
data collection activities were monitored to ensure adherence to
the data collection protocol and to prompt actions to minimize
and resolve missing and questionable data. Monitoring procedures

were instituted at the outset and maintained throughout the


study, since the faster irregularities can be detected; the greater
the likelihood that they can be resolved in a satisfactory manner
and the sooner preventive measures can be instituted.
Q. 1) Age of the respondents

Analysis
From the table, bar graph and pie chart depicted above, the
distribution of the population under study is evident. Of the 75
respondents who answered the questionnaire, 37 indicated that
their ages fell in the category 18-28 years. This accounts for
49.33% of the respondents. Of the 75 respondents who answered
the questionnaire, only 5 indicated that their ages fell in the

category 58-65 years. This accounts for 6.67% of the respondents


who fall in this age group.
Interpretation:
This question is aimed at analyzing the distribution of ages of the
population that visit the stores under study. The age groups laid
before the respondent have been the result of observation and
interview. By analysing the responses to this question, I, as a
researcher, as well as companies, can identify the demographics
of the population that visit retail outlets.
The highest number of respondents falls in the age group 18-28. It
can be deduced that most of the consumers who visit retail
outlets regularly are the youth. They make up almost half of the
population who shop at retail stores.
It is not surprising that the youth most frequent malls and retail
stores. What is unexpected, however, is the fact that more people
who fall into the older age group visit the retail stores than those
who fall in the middle age group. Then again, this deduction
cannot be applied to the entire population of Bangalore. The
disparity can be attributed to the small size of the sample under
study.
Q. 2) Gender of the respondents:

Analysis
From the table, bar graph and pie chart depicted above, the
distribution of the consumers is evident. Of the 75 respondents
who answered the questionnaire, 40 were female. This accounts
for 53.33% of the respondents, almost half of the population
under study.
Of the 75 respondents who answered the questionnaire, the rest
35 were male. This accounts for 46.67% of the population under
study.
Interpretation
This question is aimed at identifying the distribution between the
two genders and how many of them visit the retail stores under
study. By analysing the responses to this question, I as ,a
researcher, as well as companies, can identify the distribution in
the number of men and women who

Visit the retail outlets and appropriate decisions can be made


keeping these numbers in mind.
The highest number of respondents were female, as is depicted
by the graph and chart presented above. The number of male
respondents was less compared to the female respondents.
This can help the companies and researchers in undertaking
future decisions and studies. Since more women can be inferred
to visit retail stores than men, companies can target their
offerings and marketing strategies in two areas. Retail outlets can
appeal to the women customers by offering more products geared
especially

towards

women.

They

can

provide

shopping

experience that women are particularly attracted to.


Another way that retail chains can use the above data is to appeal
to the men rather than the women. Since, fewer men visit retail
stores as against women, the companies have a large base of
potential customers. By providing products that are geared
towards men and by providing a shopping experience that
attracts men, the retail chains can expand their customer base.
Q. 3)

How often do you shop?

Analysis
From the table, bar graph and pie chart depicted above, the
frequency of shopping of the respondents is evident. Of the 75
respondents who answered the questionnaire, 34 indicated that
they shopped once a month. This accounts for 45.33% of the
respondents, who visit shops including retail stores once a month.
This accounts for 18.67% of the respondents, who visit shops,
malls or retail stores once every week. It is evident from the
responses and the subsequent tabulation that, on an average, the
frequency of shopping among the respondents can be listed in the
following descending order: Once a month, Fortnightly, and Once
a week.
Interpretation
This

question

is

aimed

at

understanding

how

frequently

consumers visit shops and buy their products or avail of their


services. The frequency points laid before the respondent have
been the result of observation and interview. By analysing the
responses to this question, I as a ,researcher, as well as
companies, can identify the number of times a customer is likely
to shop in a months time.
The highest responses have been attributed to once a month
shopping. It can be deduced that consumers who shop only once

a month look to buy groceries and other essentials to last them a


month. Therefore, retail outlets have tough customers in those
who shop once a month. Such customers look to buy in bulk.
Moreover, such customers may not be open to experimenting
with new stores. Hence, to capture this market, retail outlets must
put in place strategies that attract them. Once they profess a
liking to a certain store, they turn out to be very loyal customers.

What do you mostly shop at Big Bazzar?

Clothing

4%

Accessories

34%

Groceries

45%

Others

16%

Q. 4) What do you mostly


shop at Big Bazaar ?
Analysis
From the table, bar graph and pie chart depicted above, the
products frequently shopped for by consumers is evident. Of the

75 respondents who answered the questionnaire, 33 indicated


that they essentially shopped for clothing at the store they had
indicated earlier. This accounts for 44.00% of the respondents.
It is evident from the responses and the subsequent tabulation
that consumers, on an average, frequently shop for products in
the following descending order: Clothing, Groceries, Accessories,
and Others.
Interpretation
This question is aimed at identifying the products consumers shop
for frequently at retail outlets. The product categories laid before
the respondent are the result of observation and interview. By
analysing the responses to this question, we, the researchers, as
well as companies, can identify the main attractions of products
and services offered.
The high number of responses indicate that a large number of
consumers

visit

retail

outlets

for

clothes/dresses/apparel.

Accoutrement is the hottest selling item that any retail outlet can
provide. One-third of the respondents indicated that the visit retail
outlets to purchase groceries. To the retail stores, the above
tabulated responses lead to a very important result. Clothing is
the fastest moving consumer good. Retail outlets that provide
apparel can see a higher rate of turnover and sales volume.
However,

the

above

results

cannot

be

assumed

to

be

representative of the entire population of Bangalore city. The

sample

size

consists

of

only

75

respondents,

who

were

approached on a random basis as they visited the retail outlets.


Q. 5) Why do you choose Big Bazzar ?

Analysis

The responses of the interviewees and consumers have been


broadly categorised into 10 factors that they find impact their
shopping decision and result in their choosing one store over
another.
Of the all respondents who answered the questionnaire, 20
replied that quality of the products is generally the main reason
they choose to shop at specific stores. This accounts for 26.67%

of the respondents, who replied saying quality was the reason


why they shopped at the store indicated earlier.
Of the all respondents who answered the questionnaire, 3
answered that store atmosphere contributed to their shopping
decision, while another 3 replied that proximity of the store
played a big role. This accounts for 4.00% of the respondents, in
each case.
Interpretation
This question is aimed at getting direct customer feedback as to
the factors that influence their shopping decision. By analysing
the responses to this question, we, the researchers, as well as
companies, can identify the biggest factors that influence the
consumers in favouring one store over others, direct from the
horses mouth.
From the table, graph and chart depicted above, it is evident that
customers give value to a great many number of factors when
deciding which store to shop at. It would be prudent on the part of
the company to identify their strong and weak areas, which
attract or drive away customers to/from their stores.
Q. 6) Rank your preferences for shopping:

Preferences for Shopping


One-stop shop
Proximity
Store layout
Preferences
Price
Brand
Quality

14

5
6

11

16
23

0 5 10152025
No of Respondents

Analysis
From the table, bar graph and pie chart depicted above, the
preference points of consumers is evident. Of the 75 respondents
who answered the questionnaire, 23 give first importance to
quality when choosing which store to shop at. This accounts for
30.67% of the respondents, who gave rank #1 to Quality. Of the
75 respondents who answered the questionnaire, only 5 gave first
importance to proximity of the store when choosing where to shop
at. This accounts for 6.67% of the respondents, who gave rank #1
to Proximity.
Interpretation

This question is aimed at understanding what elements attract


the consumer the most. The preference points laid before the
respondent have been the result of observation and interview. By
analysing the responses to this question, we, the researchers, as
well as companies, can identify the biggest factors that influence
the consumers in favouring one store over others.
The highest responses and the highest ranking have been
attributed to quality of the products on sale. When choosing to
shop at a particular store, or when favouring one store over the
others, it is seen that most consumers make this decision based
on the quality of the products on offer. The next criteria that
influence the consumers in favouring a particular store over
others are (in descending order) Price, One-stop shop, Brand,
Store layout, and Proximity. The quality, price and variety of goods
play big roles in the decision making process.

Do advertisement and promotion influence your shopping decision?


50
40
No of Respondents

42
33

30
20
10
0
Yes

No

Q.
7)
Do
advertisement and promotion influence your shopping
decision?

Analysis
From the table, bar graph and pie chart depicted above, the
influence of advertisements and promotions on the psyche of
consumers is evident. Of the 75 respondents who answered the
questionnaire, 42 replied that advertisements have little or no
effect when deciding where to shop at. This accounts for 56.00%
of the respondents, who indicated the choice No.

Interpretation
This

question

is

aimed

at

understanding

the

effect

of

advertisements and promotional activities on the psyche of the


consumers. The object is also to analyze how far advertisements,
promotions and other marketing strategies have an impact on the
shopping and buying behaviour of consumers. By analysing the
responses to this question, I as a , the researcher, as well as
companies, can identify the effect of advertising and marketing
campaigns on the consumers minds and how far advertisements
translate into sales.
This is not, however, to say that advertisements and promotional
activities have no bearing on the minds of the consumers at all.
The responses only indicate that advertisements serve to keep
the brand in retention although they do not guarantee sales. The
products sold at the stores have the biggest impact on attracting
and retaining customers.
Q. 8) Which
effective?

form of advertisement do you think is most

Which form of advertisement do you think is most effective?


40

40

28

30
No of Respondents

20
10
0
Print

TV

Radio

Promotion by

Analysis
From the table, bar graph and pie chart depicted above, the
effectiveness of the various modes of advertising on the psyche of
consumers is evident. Of the 75 respondents who answered the
questionnaire, 40 indicated that the television is the most

effective means of advertising for a store. This accounts for


53.33% of the respondents, who indicated the choice TV.
It is evident from the graph and chart presented above that, in
the minds of the consumers, the effectiveness of the three kinds
of media are classified as follows (in the descending order):
Television, Print, and Radio.
Interpretation
This question is aimed at understanding the effectiveness of the
three means of advertising. The object is also to analyze how far
advertisements broadcast through these media percolate into the
minds of the consumers.
By analysing the responses to this question, we, the researchers,
as

well

as

companies,

can

identify

the

effectiveness

of

advertisements through the media identified. This helps to


understand which media is more influential and attracts more
sales.
The respondents give very little credit to radio advertisements.
This is indicative of the fact that most of the public ignore radio
advertisements or else that radio advertising does not translate
into sales. Thus, it can be surmised that when advertising, more
effective media to reach the consumer and persuade them to buy
are the television and print media, more so than radio advertising.
Q. 9) Indicate your satisfaction level based on the given
parameters for the Big Bazaar:

60

Unsatisfied

40

Satisfied

20

Highlysatisfied
Never Visited

0
BIG BAZZAR

Stores

Analysis
From the table, bar graph and pie chart depicted above,
satisfaction levels with the above all respondents who answered
the questionnaire, some indicated a satisfactory response towards
Big Bazaar, and 2 had not visited the store.
Interpretation
This question is aimed at understanding the satisfaction levels of
the consumers under study Big Bazaar. The object is also to
analyze

how

far

the

marketing

strategies,

brand

image,

advertisements, layout, quality etc., contribute towards consumer


perception and satisfaction.

By analysing the responses to this question, we, the researchers,


as

well

as

companies,

can

identify

the

effectiveness

of

advertisements, location, brand, price, promotion, product variety


etc., on the target consumers. This helps to understand the
current

consumer

perception

about

Big

Bazzar

and

the

corresponding satisfaction levels.


There are also quite a few respondents who were highly satisfied
with the retail chains. It is imperative for the stores to find out
why this is so. They can modify and apply the same attractions
towards the consumers who are less satisfied.
Analysis
From the pie chart depicted above, satisfaction levels with Big
Bazaar are evident. Of the all consumers who answered this
question, 57.33% indicate that they are satisfied with Big Bazaar.
Interpretation:
Of the consumers approached, mostly agreed to fill in the
questionnaire and answer the above question. The aim of this
question is to understand the level of satisfaction that consumers
feel with regards to the retail chain Big Bazaar.
As is evident from the pie chart presented above, a little more
than half of the respondents indicated that they are satisfied with
Big Bazaar, while almost one-eighth indicated that they are highly
satisfied with the store. However, almost one-fourth of the

number of respondents indicated that they were unsatisfied with


Big Bazaar.

FINDINGS AND SUGGESTIONS


In the surveys, interviews and study conducted above, I came
across many factors that influence the consumers perception of a
store and their subsequent shopping and buying decisions. Here, I
present the findings gathered and the suggestions we offer to
companies based on the data gathered and analyzed.
It is not surprising that the youth most frequent malls and retail
stores. What is unexpected, however, is the fact that more people
who fall into the older age group visit the retail stores than those
who fall in the middle age group. Then again, this deduction cannot be
applied to the entire population of Bangalore. The disparity can be attributed to the
small size of the sample under study.
The highest number of respondents were female, as is depicted by the graph and
chart presented above. The number of male respondents was less compared to the
female respondents.
Two deductions can be made from the above data collected: one, more women visit
retail outlets than men. Two, more women are willing to fill out questionnaires and
take a survey than men.
This can help the companies and researchers in undertaking future decisions and
studies. Since more women can be inferred to visit retail stores than men,

companies can target their offerings and marketing strategies in two areas. Retail
outlets can appeal to the women customers by offering more products geared
especially towards women. They can provide a shopping experience that women
are particularly attracted to.
Another way that retail chains can use the above data is to appeal to the men rather
than the women. Since, fewer men visit retail stores as against women, the
companies have a large base of potential customers. By providing products that are
geared towards men and by providing a shopping experience that attracts men, the
retail chains can expand their customer base.
Consumers approached were asked about their frequency in visits to shops. The
frequency points furnished were: Once a week, Fortnightly, and Once a month. By
analysing the responses to this question, we, the researchers, as well as companies,
can identify the number of times a customer is likely to shop in a months time.
The highest responses have been attributed to once a month shopping. It can be
deduced that consumers who shop only once a month look to buy groceries and
other essentials to last them a month. Therefore, retail outlets have tough customers
in those who shop once a month. Such customers look to buy in bulk. Moreover,
such customers may not be open to experimenting with new stores. Hence, to
capture this market, retail outlets must put in place strategies that attract them.
Once they profess a liking to a certain store, they turn out to be very loyal
customers.
Consumers who shop once a week, on the other hand, pose very different
challenges to retail stores. Such customers can be presumed to have a high
disposable income and may buy more lifestyle or fashion products. Since they shop
so frequently, they must continually be entertained and attracted to make repeat

purchases at stores. When targeting this segment, companies must be able to get
new stock every week, and update their marketing strategies continuously.
Consumers approached were asked which stores they shopped at frequently. The
retail store brands placed before them were Big Bazaar, Shoppers Stop, Marks &
Spencer, and others. By analysing the responses to this question, I as, a researcher,
as well as companies, can identify customer preferences among the varied choices
of stores, and can calculate how much market share they hold..
The other stores can be ranked in descending order of preference or frequency of
visits as: Shoppers Stop, Others, and Marks & Spencer.
It can be deduced from the above figures that the category Others was indicated
by more number of respondents than those who indicated they frequent Marks &
Spencer. This may be because Marks & Spencer targets only the elite classes in a
city where a higher percentage of the population belong to the middle income
group.
In analyzing the other stores that consumers frequent, outlets such as Westside,
Monday to Sunday, More, Central etc., featured. This indicates that more people
frequent stores that cater to the middle income group. This is not to say that Marks
& Spencer has no customer base. However, they may be unable to generate a high
volume of repeat sales.
Consumers approached were asked to indicate the types of products they mostly
shopped for at the stores they had selected earlier. The types of products presented
were Clothing, Accessories, Groceries and others. By analysing the responses to
this question, we, the researchers, as well as companies, can identify the main
attractions of products and services offered.

The high number of responses indicate that a large number of consumers visit retail
outlets for clothes/dresses/apparel. Accoutrement is the hottest selling item that any
retail outlet can provide. One-third of the respondents indicated that the visit retail
outlets to purchase groceries.
To the retail stores, the above tabulated responses lead to a very important result.
Clothing is the fastest moving consumer good. Retail outlets that provide apparel
can see a higher rate of turnover and sales volume.
However, the above results cannot be assumed to be representative of the entire
population of Bangalore city. The sample size consists of only 75 respondents, who
were approached on a random basis as they visited the retail outlets.
If set in descending order of influence as indicated by the consumers, the factors
can be listed as: Quality, Brand name, Affordability, All products under one roof,
Fashion, Loyalty, Service, Variety, Proximity, and Store atmosphere.
Consumers approached were asked to rank their preferences on a scale of 1 to 6 of
their preferences when choosing to shop at particular stores. The preference points
placed before them were Quality, Brand, Price, Store Layout, Proximity,
One-stop shop. By analysing the responses to this question, we, the researchers,
as well as companies, can identify the biggest factors that influence the consumers
in favouring one store over others.
The highest responses and the highest ranking have been attributed to quality of the
products on sale. When choosing to shop at a particular store, or when favouring
one store over the others, it is seen that most consumers make this decision based
on the quality of the products on offer.

The next criteria that influence the consumers in favouring a particular store over
others are (in descending order) Price, One-stop shop, Brand, Store layout, and
Proximity.
Although it is said that the most important things in retail are Location, location,
and location, from the consumers point of view, proximity is of little concern.
The quality, price and variety of goods play big roles in the decision making
process.
Consumers approached were asked if advertisements and promotional activities
influence their shopping decisions. By analysing the responses to this question, we,
the researchers, as well as companies, can identify the effect of advertising and
marketing campaigns on the consumers minds and how far advertisements
translate into sales.
Consumers approached were asked which form of advertisement they thought was
most effective. The methods of advertising were restricted to three Television,
Print and Radio. By analysing the responses to this question, I as, a the researcher,
as well as companies, can identify the effectiveness of advertisements through the
media identified.
From the tabulated data depicted above and responses of the consumers, it is
evident that the majority of the respondents feel that television advertising is the
most effective means of advertising. This is indicative in spite of large number of
commercials that the public is bombarded with.
The respondents give very little credit to radio advertisements. This is indicative of
the fact that most of the public ignore radio advertisements or else that radio
advertising does not translate into sales.

Thus, it can be surmised that when advertising, more effective media to reach the
consumer and persuade them to buy are the television and print media, more so
than radio advertising.
Consumers approached were asked about their satisfaction covered in this study.
The

satisfaction scale of Big Bazaar comprised of four ranks Unsatisfied,

Satisfied, Highly Satisfied and Never Visited. The object is also to analyze how far
the marketing strategies, brand image, advertisements, layout, quality etc.,
contribute towards consumer perception and satisfaction.
By analysing the responses to this question, we, the researchers, as well as
companies, can identify the effectiveness of advertisements, location, brand, price,
promotion, product variety etc., on the target consumers. This helps to understand
the current consumer perception of the three stores identified and the
corresponding satisfaction levels.
There are also quite a few respondents who were highly satisfied with the retail
chains. It is imperative for the stores to find out why this is so. They can modify
and apply the same attractions towards the consumers who are less satisfied.
A little more than half of the respondents indicated that they are satisfied with Big
Bazaar, while almost one-eighth indicated that they are highly satisfied with the
store. However, almost one-fourth of the number of respondents indicated that they
were unsatisfied with Big Bazaar.
This goes to show that although Big Bazaar may have an overall goodwill from the
consumers, there are still some things that they are not doing right. Big Bazaar
must identify exactly what the problem areas are and must address them quickly
and swiftly.

The above pie chart shows that almost 30% of the respondents fall into the
category of potential customers. Big Bazaar must take effective steps to attract
these consumers.

RECOMMENDATIONS AND CONCLUSION


BIG BAZAAR
Pros:
1. Variety: Big Bazaar offers a wide variety of products of
different prices and different qualities satisfying most of its
customers.

2. Quality: Providing quality at low prices and having different


types of products for different income customers is another
advantage.

3. Price: As noted the prices and offers in Big Bazaar have been
one of the main attractions and reasons for its popularity.
The price ranges and the products offered are very satisfying
to the customers.
4. Location: The location of Big Bazaar has been mainly in the
heart of the city or in the out skirts giving a chance to both
the City and the people living outside the city to shop.

5. Advertisements: Big bazaar has endorsed very popular figure


like M S Dhoni and other famous personalities which has
attracted a lot of customers. This has resulted in increase of
sale and the outdoor advertising techniques have also
helped Big Bazaar.
6. Middle class appeal: Considering the fact that there are a lot
middle class families in India, Big bazaar has had a huge
impact on the middle class section of India, the prices,
quality and sales strategy has helped in getting the middle
income groups getting attracted towards Big Bazaar.
7. Attractive sales: Big bazaar has been known for its great sale
and great offers. Big bazaar has had long lines of people
waiting to get into the store for the sale. Therefore, the sales
that Big Bazaar has had has increased sales in a huge way
due to the sales and offers, thus this has been one of the
main advantages of Big Bazaar.
Disadvantages:
1. Store layout: The store layout and the assortment of goods is
not the best at Big Bazaar, as the quantity of goods sold is
more the arrangement and assortment of goods in the store
is the greatest. Hence at times customers find it hard to find
what they require, this leads to dissatisfaction of customers.
2. Lower quality of goods: As Big bazaar aims more toward the
middle income group, the quality of goods is not of the
highest quality, and this is sometimes a disadvantage as

some would prefer better quality to the price, making


customers to search for different places.
3. Does not appeal to the elite: As mentioned above, the main
customers are middle income and a few high income groups,
The elite do not like to shop at Big Bazaar as the quality of
goods is lower and they would prefer a higher price and get
a better brand, this decreases sales from the elite class

4. Not acclaimed for very good service: Big Bazaar is not known for
high class service. The staff recruited is not very well trained
and the billing queues take a long time to move, this irritates
customers which makes them visit the store more seldom

5. Lower quality of goods: As the sore is trying to concentrate on


the middle income group the type of products used is not of
the most superior quality and most of the times nor branded,
this may dissatisfy certain customers

6.

Consumer satisfaction: Long queues and lower quality leads to


dissatisfaction of customers. Due to factors mentioned
above Big Bazaar shoppers are not always satisfied, this is
not a positive for the store.