Antesh Final Project Report

A Thesis ON
HOW TO INCREASE OPERATIONAL SALES ON FLOOR IN
Submitted By Submitted To
Antesh Singh Prof. J.P. Singh
Date: Sign.
1
Contract:
A THESIS ON
HOW TO INCREASE OPERATIONAL SALES ON
FLOOR IN BIG BAZAAR?
By
ANTESH SINGH
(ISCS)
A report submitted in partial fulfillment of

the requirements of
THE PGP
(The Class of 2009-11)
ISCS
2
ACKNOWLEDGEMENT
Many people contribute to the successful completion of this project, and I would like to take the
opportunity to acknowledge their assistance, their suggestions, constructive criticisms and expert
guidance which invaluably helped in the successful completion of the project.
I would like to thank Prof. J.P.Singh for his expert guidance and constructive criticism all
the time during the project, which leads the project to its current shape.
I would also like to thank Mr. Paritosh Singh (A.S.M. Big Bazaar, Saharaganj, Lucknow)
who had been my Mentor throughout the project; for his keen attention to develop me to the door
of the corporate world. He pacified me during tense moment with his creative ideas reinforcing
my interest, for his valuable guidance to solve critical problems & for his moral support and
encouragement.
At the last, but not the least I would give my sincere thanks to the entire family of Big Bazaar
Saharaganj, Lucknow.
Antesh Singh
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TABLE OF CONTENTS
Executive Summary………………………………………….5
1. Objective of the Project ……………………………………7
2. Industry Profile………………………………………………….9
3. Global Retail Sector………………………………………….13
4. Indian Retail Sector………………………………………….16
5. Major Players of Indian Retail Sector………………..25
6(a). Quantitative Analysis……………………………………31
6(b). Qualitative Analysis………………………………………39
7. Company Profile………………………………………………..42
8. Research Methodology…………………………………….62
(i) Data Analysis…………………………………………………64
9. Conclusion ………………………………………………………77
10. Limitations and Benefits ………………………………….79
11. Recommendations …………………………………………..81
12. Bibliography…………………………………………………….83
Annexure……………………………………………………......85
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EXECUTIVE SUMMARY
Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The
companies are fighting to win the hearts of customer who is God said by the business tycoons.
There is always a ‘first mover advantage’ in an upcoming sector. In India, that advantage goes to
“BIG BAZAAR”. It has brought about many changes in the buying habits of people. It has
created formats, which provide all items under one roof at low rates, or so it claims. In this
project, we will study its marketing strategies and promotional activities.
The research titled “A Study on how to increase operational sales on floor in BIG BAZAAR”
helps us to understand the effect of promotional strategy which is responsible for attracting
customer towards BIG BAZAAR This study helpful to top level management to improve the
present promotional strategy of BIG BAZAAR.
The report deals with the impact of promotional activity which attracting customer towards BIG
BAZAAR.
The research was carried out as per the steps of Marketing Research. The well supportive
objectives were set for the study. To meet the objectives primary research was undertaken. The
data collection approach adopted was experimental research & survey research. The instrument
used for the data collection was observation & questionnaire. The target respondents were the
visitors of BIG BAZAAR, with the sample size of 33 for the study of sales management of the
company. Tables & charts were used to translate responses into meaningful information to get
the most out of the collected data. Based on those the inferences have been drawn with peer
supportive data.
companies are fighting to win the hearts of customer “Who is God” said by the business tycoons.
created formats, which provide all items less than one roof at low rates.
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The consumer’s preferences are changing & they are moving from Traditional Kirana stores to
Modern Retail outlet. It’s the main challenge to the Modern retail outlets to attract the customers
towards them from that of competitors. To attract more customers companies have to carry out
the promotional activities in unique way. BIG BAZAAR has maintained that uniqueness & has
succeeded in attracting customers.
The promotional activity of the company, which is famous as “ Less Price than others” as it
says ‘Nobody Sells Cheaper and Better!’ is made its place in minds of customer. As the
competition is becoming stiff in the market the activities conducted by the company are unique,
that have brought fruitful result to the company. Among them sales Promotions is one of the
leading activity or unique among all other activities & has high influence on the customer walk-
in.
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Chapter 1
OBJECTIVE
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Objective of the Project
HOW TO INCREASE OPERATIONAL SALES ON FLOOR IN BIG BAZAAR?
Sub-Objectives
 To know the promotional strategy of BIG BAZAAR.
 To know the relationship between promotional strategy and buying decision.
 To build relationship with new customers and endeavor to make them loyal customers of
BIG BAZAAR.
 To make the customers aware of the benefits and qualities of the products in BIG
BAZAAR convince them to buy the product.
 To know about my strength and weakness in the work environment.
 To know how does an organisation work.
 To know the working culture of corporate organisations.
 While doing my summer internship in BIG BAZAAR, my primary objective is to get the
exposure of corporate world.
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Chapter 2
INDUSTRY PROFILE,
HISTORY OF RETAILING
AND TYPES OF
RETAILERS
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INDUSTRY PROFILE
2.1 Introduction
Retail means selling goods and services in small quantities directly to customers. Retailing
consists of all activities involved in marketing of goods and services directly to consumer for
their personnel family and household use.
The Indian retailing industry is becoming intensely competitive, as more and more payers are
Vying for the same set of customers. The major retail players are Pantaloon Retail, Shoppers
Stop, Reliance, etc.
Sector details:
Introduction to Retail Industries.
1. Retail word is derived French word retailer means to cut off a piece.
2. Retailing includes all the activities involved in selling goods or services to the final
customer for personnel or non-business use.
3. Supermarket is a retailing of a wide variety of consumer products under one roof, ample
stock, stock of several brands & extended business hours.
2.2 History of Retailing
Retail concept is old in India. World’s first departmental store started in Rome. Today’s kirana
stores are based on Manusmriti & Kautilya’s Arthshastra. Haats, Melas, Mandis & door to door
salesmen are traditional Indian retail. Vishal Mega Mart is a retail sector, which is providing
good quality of products in very reasonable price than its competitors. Retailing and wholeselling
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consist of many organizations designed to bring goods and services from the point of production
to the point of use.
Retailing includes all the activities involved in selling goods or services directly to final
consumers for their personal, non-business use. Retailers can be classified in terms of store
retailers, non-store retailing, and retail organizations.
Store retailers include many types, such as specialty stores, department stores, supermarkets,
convenience stores, superstores, combination stores, hypermarkets, discount stores, warehouse
stores, and catalog showrooms. These store forms have had different longevities and are at
different stages of the retail life cycle. Depending on the wheel-of-retailing, some will go out of
existence because they cannot compete on a quality, service, or price basis.
Non-store retailing is growing more rapidly than store retailing. It includes direct selling (door-
to-door, party selling), direct marketing, automatic vending, and buying services.
Much of retailing is in the hands of large retail organizations such as corporate chains, voluntary
chain and retailer cooperatives, consumer cooperatives, franchise organizations, and
merchandising conglomerates. More retail chains are now sponsoring diversified retailing lines
and forms instead of sticking to one form such as the department store.
2.3 TYPES OF RETAILERS

Retailers are broadly classified into 3 categories
 Food Retailers.
 General Merchandise Retailers.
 Service Retailers.
OTHER SERVICES PROVIDED BY RETAILERS:
Retail not only provides products to the customer but also gives different types of services like:
 Airlines & travel agents

 Banks
 Health clubs
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 Hotel & Restaurants
 Movie theatres
2.4 TECHNOLOGIES USED IN RETAILING SECTOR:
In-store technologies-
 Interactive kiosks
 Virtual display case
 Radio Frequency identification tags
 Self-scanning & self-checkout system
 Body scanning
Online technology-
 Online display of products
 Online shopping
2.5 CHALLENGES
 Largely urban phenomenon, pace of growth is still slow.

 Not being recognized as an industry in India so availability of finance is low to new
market players.
 High cost of real estate.
 High stamp duties.
 Lack of infrastructure.
 Multiple & complex taxation system.
 Protest against retail sector.
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Chapter 3
GLOBAL RETAIL SECTOR
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3.1 GLOBAL RETAIL SECTOR
Retailing involves all activities accompanying to selling to ultimate consumer for their personnel
family and household use, from a fixed location such as a department store or kiosk, in small or
individual lots for direct consumption by the purchaser. Retailing is the interface between the
producer and the individual consumer buying for personal consumption. Hence the success of
retailing is highly dependent on an efficient supply chain management.
3.2 Growth in the Global Retail Market

The confluence of market forces has created an extremely complex climate for the global retail
industry. In mature markets, retail sector is challenged by its inability to grow and maintain
profit margins as a result of a constrained operating environment, market maturity & situation,
slow population growth and more demanding consumers as well as highly volatile consumer
behaviour.
According to the research conducted by MVI (Management Ventures Inc) in 2007 found that
modernizing retailers need capabilities in six core areas to win in the changing environment.
Today retailing is a primary driver of the global economy and has become an essential part of
our lives. Of the world‘s 10 largest retail companies, six are from the US and four are from
Europe. These top ten had combined sales of $978.5 billion in 2007, according to international
consulting group, Deloitte.
Most Preferred International Retail Markets

The following table gives the top 15 countries which has the highest presence of international
players in their retail market. India ranks 44 in the list. This is because of the FDI restrictions
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prevailing in the country. The situation is expected to change because of the liberalization in the
Indian economy.
Table 1 – 15 Most preferred International Retail Market
Rank Country % of International Retailers Present

1 UK 55%
2 Spain 51%
3 France 49%
4 Germany 47%
5 Italy 45%
6 Switzerland 42%
7 Austria 42%
8 United Arab Emirates 41%
9 China 40%
10 Russia 39%
11 United States 39%
12 Netherlands 38%
13 Singapore 38%
14 Belgium 37%
15 Ireland 35%
Source: CB Richard Ellis Press Release
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Chapter 4
INDIAN RETAIL SECTOR
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4. OVERVIEW OF INDIAN RETAIL SECTOR
4.1 Introduction
India is one of the largest and highly fragmented Retail markets globally with the highest retail
outlets in the world crossing over 12 million with unorganized players accounting for around 5%
of market share. Among this unorganized player more than 80 percent of these run as small
family businesses in small towns and cities in the form of ‘Kirana Stores’, ‘Push Cart Vendors‘,
‘Melas’ and ‘Mandis’. In terms of employment the retail outlet in the unorganized sector feeds a
household of six to seven members. The big retail players are beginning to realize the
significance of this untapped market by entering these markets and are being accepted by these
rural consumers. The rural retail revenues are estimated to increase by 60 per cent by 2012, with
larger share of increase in demand for consumer and household products.
4.2 Structure of Indian Retail Sector
The Indian retail industry can therefore be broadly divided into organized and unorganized
retailing. Unorganized sector constitutes of the local kiranas, hand cart, the vendors on the
pavement etc. Unorganized retailing is still the backbone of the Indian retail industry
contributing to over 95 per cent of total retail revenues.
The organized sector on the other is hand trading undertaken by the licensed retailers who have
registered themselves to sales as well as income tax. They constitute of corporate backed
hypermarkets and retail chains. This modern retail has entered India as seen in sprawling
shopping centres, multi-storeyed malls and huge complexes offer shopping, entertainment and
food all under one roof.
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4.3 Growth prospects in Indian Retail Sector
The Indian retail industry today is the 5th largest retail destination and the second most
attractive market for investment in the globe after Veitnam as reported by AT Kearney's
seventh annual Global Retail Development Index (GRDI), in 2008.The growing popularity of the
Indian retail sector has resulted in a growing awareness about brands and quality products. As a
whole Indian retail sector has made life convenient, easy, quick and affordable.
Graph 4.1 Total Share of Retail Sector in India
4.4 Evolution in Organized Retail

The Organized Retail Industry in India is estimated to be around US $25.4bn at the end of
CY2008, which only around 5% of total retail market. Among the BRIC countries only in India
the share of organized retail is low. The share of organized retail in other BRIC countries is,
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Brazil (36%), Russia (33%) and China (20%). Globally, Organised Retail accounts for around
52% of Total Retail. It is seen that the organized sector in India still has a long way to go
because the unorganized retail still continues to dominate the retail market. But the organized
retailing is growing at a fast pace. The organized retail market is presently ~5 percent of the total
retail, that is around Rs 67,310 crores and is expected to compound at 27 percent per annum,
aggregating to Rs 1,75,103 crores (7.44 percent of the total retail) in 2010-11. The organized
Share of retail sector is expected to increase to 8-9 percent in 2010-11 as compared to 4 percent
in 2007.However due to urban rural divide the growth is likely to concentrate more on metros
and large cities.
Graph 4.2 Organized Retail as a % of Total Retail Sales – 2008
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The graph shows that the growth in the retail sector is inevitable. In this sense this industry does
indeed spread its benefit to all. Today it contributes around 12% to the GDP as compared to
around 8-10% in 2007 and is likely to reach 22% by 2010 touching around US$ 416 billion.
Graph 4.3 Penetration of Orgained Retail
The second largest share is commanded by the apparels. Clothing and textile is a large organised
vertical and is dominated by big retailers like Pantaloon, Pyramyd, Koutons. This owes to the
increasing disposable incomes and change in the lifestyle.
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4.5 Impact of Recession
Interestingly despite the global crisis when other sectors are struggling to survive the retail sector
has not been impacted in a big way as revealed by the ETIG analysis conducted by the economic
times. According to the second-quarter results of leading 70 consumer-related firms there was a
rise in their aggregate revenues by 8.5 per cent during the September 2008 quarter over the same
period in 2007. Even though this was lower than the 9 per cent growth posted during the first
quarter of 2008-09, it was a lot higher than the 7 per cent registered during the previous three
quarters for these firms. There is further good news when the retail rentals dropped by around
30-40%.
4.6 Inflation in India
 Inflation in India is at an acceptable level and remains much lower than in many other
developing countries.
 Inflation is calculated on the bases of Wholesale Price Index (WPI) while in other countries it
is calculated on Consumer Price Index (CPI).
 The emerging trends in India’s organized retail would help the economic growth in India.
 There is a fantastic rise in the Indian organized retail sector between 2001 and 2006.
 The emerging trends in the Indian organized retail sector are also adding up to the
development of the Indian organized retail sector.
 The infrastructure of the retail sector will evolve radically in the recent future. The
emergences of shopping malls are increasing at a steady pace in the metros.
 The growth of the Indian organized retail sector is anticipated to be heavier than the growth
of the gross domestic product.
 The success of this retail sector would also lie in the degree of penetration into the lower
income strata to tap the possible customers in the lowest levels of society.
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Current Scenario
 One of the world's largest industries exceeding US$ 9 trillion

 47 global fortune companies & 25 of Asia's top 200 companies are retailers
 Dominated by developed countries
 US, EU & Japan constitute 80% of world retail sales.
 Biggest player in India is Pantaloon Retail India Limited.
4.7 Big Retailers at loggerheads with MNCs over brands
A serious conflict is brewing between Indian retailers and multinationals over imports of global
brands. To stay afloat in the dog-eat-dog world of retail, local retailers have reached
arrangements with overseas players to bring in some international brands, rattling many MNCs
who manufacture or market these products locally. In some cases, these brands have not yet been
introduced in India.
Several major MNCs with a long presence in India are invoking the Intellectual Property Rights
(imported goods) Enforcement Rules 2007 to stop retailers from importing foreign brands.
Hindustan Unilever, L’Oreal, Lancome Perfumes, Oakley Inc, Nivea and Mico have already
registered several brands with the Customs department. Sources said other MNCs are expected to
follow suit.
July 7, 2008
Source: Economic Times
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4.8 Types of Retailing-
There are several types we can see in Retailing. They are like:
Specialty Store: Narrow product line with deep assortment, viz apparel stores, book stores etc.
A clothing store would be a single line store, men's clothing store would be limited line store.
Example: The limited, The Body Shop.
Departmental Store: Several products lines-typically clothing, household goods, home

furnishings- with each line operated as a separate department managed by specialist
buyers/merchandisers. Example: Sears, Bloomingdale's.
Supermarkets: Relatively large, low-cost, low-margin, high volume, self-service operation

designed to serve total needs for food, laundry & household maintenance products.
Example: Kroger, Safeway.
Convenience Stores: Relatively small store located near residential area, open long hours, seven
days a week and carrying a limited line of high-turnover convenience products at slightly higher
prices. Example: 7-Eleven, Circle K.
Discount Store: Standard merchandise sold at lower prices with lower margins and higher
volumes. True discount stores regularly sell merchandise at lower prices and offer mostly
national brands. Example: Wal-Mart
Off-price Retailer: Merchandise bought at less than regular wholesale prices & sold at less than
retail; often-leftover goods, overruns and irregulars obtained at reduced prices from
manufacturers or other retailers. Example: Mikasa (dinnerware), Dexter (shoes)
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Super Store: Averages 35,000 square feet of selling space traditionally aimed at meeting
consumers' total needs for routinely purchased food and non-food items. Usually offer services
such as laundry, dry cleaning, shoe repair, check cashing & bill paying.
Example: Borders books & Music, IKEA.
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Chapter 5
MAJOR PLAYERS OF
INDIAN RETAIL SECTOR
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5. COMPANY ANALYS
5.1 SHOPPERS’ STOP LIMITED
Shoppers’ Stop Ltd. is a retail chain of branded and own label apparel, footwear, perfumes,
cosmetics, jewellery, leather products and accessories, home products, books, music and toys.
Shopper‘s Stop operates through 23 stores located in the cities of Mumbai, Delhi, Kolkata,
Chennai, Bangalore, Hyderabad, Pune, Jaipur and Gurgaon.
5.1.1 Investment Strategies-
i. Aggressive store rollout
ii. Diversification of business to add value
iii. Strong loyalty base
iv. The organized retail advantage
v. International Affiliations
5.1.2 Strategies Adopted Over Time to Tackle Competition
The way to the customer‘s mind (and therefore his wallet) and the dynamics of maintaining the
novelty in a relationship have definitely changed and changed rather irrevocably. However, the
basic tenets of identifying a customer and making him feel special have remained the same thus
providing some continuity to the “Old School of Marketing”.
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5.2 TRENT LIMITED
Acquisition of a London-based retail chain Littlewoods by the Tatas was followed by the
establishment of Trent Ltd. which is the parent company of Westside store, Star Bazaar and
Fashion Yatra store which are chains of retail outlets promising customers an international
shopping experience and value-for-money. Contemporary, high quality designs and a plethora of
products have been successfully balanced to create the ultimate shopping experience for the
consumers. Westside has chain stores in Mumbai, Bangalore, Hyderabad, Chennai, Pune, New
Delhi and Kolkata with several departments to meet the varied shopping needs of customers
including mens wear, womens wear, lingerie, kids wear, household accessories, cosmetics and
perfumes sections. Complementing the shopping ambience is a coffee shop, Cafe West, managed
by the Taj Group. Trent has 18 Westside stores and one Hyper-market in the year 2004-05.
5.2.1 Investment Strategies

i. Rapid Growth In Stores.
ii. Diversification strategy for business
5.2.2 Strategies Adopted By Trent Ltd. to Tackle Competition

 Trent Ltd. has focused itself on a specific target segment that comprises of the youth.
 Trent has also been focused on social marketing by focusing on socially underprivileged
children in order to provide them with a chance to have a better life tomorrow.
 Recently Trent has come out with various offers under its ClubWest customer schemes
like GOURMETWEST, Kids West, Westside women stores etc.
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5.3 VISHAL RETAIL LIMITED
Vishal Retail is a hypermarket chain established in Kolkata in 1986 that currently functions in
major metro cities in India. The company is a pioneer in low prices everyday and does its
business in grocery, department and apparels. Currently the company has over 100 stores
throughout India which run under the name of Vishal Mega mart.
The apparels rolled out by the company are under private label and the FMCG & Non-
Apparel are under both private and renowned brands. The company is focused on increasing the
private label products on its shelves. Vishal Retail's net profit has dropped by 86.7% for the
quarter ended 31 December. The company has posted net profit worth Rs 2.15 crore compared
with Rs15.55 crore for the same quarter FY'08 (Source: www.topnews.in)
5.3.1 Strategy employed by Vishal Retail India Ltd.

 Vishal is from the existing 53 Mega marts expanded to 81 Mega marts by FY08 and
aiming to further enhance it to 106 by FY‘09 (Source: JRG Capital Benefits)
 To compete with its competitors, Vishal Retail follows the strategy of value pricing, time
pricing and discount pricing.
 The company also rolls out festive offers like ‘Dhanteras Dhamaal’ to keep the customers
interested and loyal.
 The company is in Tier II, III and IV cities strategically to rech the target customers that
prefer value pricing as done by them.
 Vishal promotes heavily through print media and rarely ahs come out with television or
other means of advertisement. Advertisements as offer brochures and pamphlets along
with the local dailies serve them to be in an effective reach for their customers.
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5.4 PROVOGUE (INDIA) Ltd
Provogue (India) Limited (PIL) was incorporated on 17th

November 1997 as Acme Clothing Private Limited and
commenced its operations as a manufacture and retailer of apparel
for men under the brand Provogue. Provogue stands for fashion and not pure apparel, its designs
are cutting edge and radical. Divisions of the company include accessories, women's wear and
men's wear. The Company's manufacturing unit is situated at Nani Daman, Daman. To capitalize
the opportunities in the retail business, the company through its subsidiary, Prozone Enterprises
Pvt. Ltd collaborated with UK based, Liberty International Plc, is in the process of developing
properties for commercial purposes including development of shopping malls. Promart, a
division of Provogue will offer consumers their favorite brands at a great value through their off-
price retail stores. The Company had launched the fashion brand Provogue' in March of the year
1998. After a year in 1999, PIL had introduced the brand Provogue in National Chain Stores like
Piramyd, Shopper's Stop and Lifestyle. The Company had opened the first Provogue Studio (an
exclusive brand outlet) in Lokhandwala, Andheri at Mumbai during the year 2000. Further, PIL
had opened its second Studio Store in Chandigarh during the year next.
5.4.1 Marketing Strategy

ACME‘s strategy for popularizing the Provogue brand included high profile ground events and
retailing through selective stores which covered national chain stores like Shoppers’ Stop, multi
brand outlets and company exclusive studios.
5.4.2 Investment Strategy

By 2000, Provogue was ready to foray into other product lines like men‘s trousers, socks,
wallets, T shirts and women‘s wear. But the expansion of the range necessitated the need for
retail space, which was minimal, less than 10,000 square feet around the country covering only
MBOs and a single exclusive store in Mumbai.
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5.5 PANTALOON RETAIL (INDIA) LIMITED
Pantaloon Retail (India) Limited, is India‘s leading

retailer that operates multiple retail formats in both
the value and lifestyle segment of the Indian
consumer market. Headquartered in Mumbai
(Bombay), the company operates over 12 million
square feet of retail space, has over 1000 stores across 71 cities in India and employs over 30,000
people.
Multiple retail formats including Collection, Furniture Bazaar, Shoe Factory, E-Zone, Depot and
futurebazaar.com are launched across the nation in the year 2006. The Company had signed a
Memorandum of Understanding (MOU) with Blue Foods Private Limited to form a 50-50 Joint
Venture Company in July 31st of the year 2006 for setting up food courts and speciality
restaurants across the country. In January of the year 2008, the company had entered into joint
venture with US based Staples Indian office products business unit, Future Office. As at
February 2008, Pantaloon awarded a comprehensive USD 50 million 5-year IT outsourcing
contract to Wipro Infotech. The Company initiated its flagship hypermarket retail store ‘Big
Bazaar’ in Barrdhaman city during January of the year 2008. Pantaloons launched an exclusive
line of film merchandise ‘TASHAN Collection’ across all its 40 stores in April of the year 2008.
Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-
based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at
the World Retail Congress held in Barcelona.
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India‘s
leading business houses with multiple businesses spanning across the consumption space. While
retail forms the core business activity of Future Group, group subsidiaries are present in
consumer finance, capital, insurance, leisure and entertainment, brand development, retail real
estate development, retail media and logistics.
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Chapter 6( A)
QUANTITATIVE
ANALYSIS
31
6. QUANTITATIVE ANALYSIS
6.1 Ratio Analysis
Industry This segment of the report aims to analyse industry trends on the macro level
and the performance of the companies at a micro level with the help of key ratios. The
analysis focuses on analyzing the solvency, operating efficiency and profitability
position of the 5 companies and their comparison with the state of the industry as
whole.
Graph 6.1 Ratio analysis for Retail Sector
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6.2 Comparative Analysis of Companies with the Industry
6.2.1 Debt Equity Ratio
The industry has a ratio of 0.67 which signifies that out of Rs 100 contributed Rs 67 is raised
through debt .As far as the individual firms in the industry are concerned Vishal retail ltd has a
debt equity ratio of 1.95 which is highest among the all the major players .Trent ltd has a ratio of
0.13 which is the least among the existing firms it states that Vishal retail ltd has got more
exposure to debt as compared to Trent ltd which relies more on equity resources. Shoppers stop
ltd and Provogue India ltd have a ratio of .48 and .36 respectively which is close to the industry
trend. It can be inferred from the ratios of two companies that there is a possibility of raising
additional finance through debt .
Graph 6.2 Comparison of Debt Equity Ratio of Major players
Looking at the past 4 years as a whole the industry’s debt equity ratio has been in the range of
0.63 to.75 wheras all the three market players except PRIL and Vishal Retail ltd operated at a
adebt equity ratio below the industry standard.PRIL‗s debt –equity position can be considered as
the best throughout the five years which shows how effectively the company has been able to
maintain balance between the debt and equity as source of funds.
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6.2.2 Current Ratio
The current ratio states the relationship between the current assets and current liabilities. As far
as the industry trends the ratio stands at 1.57 which states that the current assets are 1.57 times of
current liabilities when we come to the level of individual firms, Provogue India ltd has a ratio of
2.27 which portrays a strong working capital management of Provogue India Ltd. PRIL,Vishal
Retail ld & Trent ltd are closer to the industry trend whereas Shoppers stop has a current ratio of
1.11 which is a red signal for the same and suggests that the firm requires to pay more attention
in this regard.
Graph 6.3 Comparison of Current Ratio of Major players
Over the past five years the industy is operating at an average current ratio of 1.5 which is
considered to be good for the same.At the micro level, All companies except Shoppers stop ltd
has been able to operate at a ratio higher than that of the industry standard. Market players like
Vishal Retail Ltd and Provogue India ltd hsve been able to effectivley manage their working
capital than others. Considering the nature of the industry where working capital plays a crucial
role, companies like PRIL, Trent has the opportunity to maintain balance between the current
assets and current liabilities to gain competitive advantage.
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6.2.3 Inventory Turnover Ratio
This ratio indicates the relationship between the cost of goods sold during a year and the average
stock kept during that year. The ratio of the industry as whole stands at 5.59.Among the exisiting
players in the industry shoppers stop ltd comes out to be the one having the highest ratio of 8.47
as compared to PRIL, Vishal, Trent Ltd, SSL &PIL which are having ratios of 4.57 ,2.49,6.8 and
2.58.it shows that Shoppers Stop Ltds sales policies are comparatively effective than its
competitors.
Graph 6.4 Comparison of Inventory Turnover Ratio of Major players
The overall position of the industry pertaining to the Inventory turnover over the past few years
has been more or less the same wherein the industry had an average of 5.5 .looking at
thecompanies, Shoppers Stop has been the front runner with the inventory turnover of above 8
with Trent limited also showing sufficient balance between the cost of goods sold and the stock
with the company. PRIL,Vishal & Provogue India ltd has not been able to effectively convert
their stock into sales which is reflected in their ratio over the past 5 years.
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6.2.4 Interest Cover Ratio
It is a measure of protection available to creditors for payment of interest charges to the
company. The industry ratio is 4.99 which states that the PBIT is approximately 5 times of the
total interest expense .Looking at the companies, Trent ltd has a maximum ratio of 7.71 which
reflects its soundness in paying interest charges to creditors. Among other players, PRIL has got
the least ratio of 1.92 which cannot be considered sound from a creditor‘s point of view. Vishal
Retail Ltd, Shoppers Stop Ltd and Povogue ltd have got a ratio of 2.62, 2.29 & 2.98 respectively
which states that they have to boost up their profitability with the industry trend.
Graph 6.5 Comparison of Interest Cover Ratio of Major players
Industry has been operating at an average of 4.2 as interest cover for the past five years. At the
micro level, Trent ltd has been one of the first movers in gaining confidence among the
concerned parties when it comes to the obligation of interest payment. Vishal Retail were
initially able to maintain sufficient cover for the interest payment but oflate the condition is
changed which is self evident from the chart above depicting fall in the interest cover for the
company. All the others market players have been operating below the industry standard which
is a cause of concern.
36
6.2.5 Return on Capital Employed
Return on capital employed shows the return generated on the net capital employed including
owned and borrowed funds. The industry ratio stands at 14.666% which says that out of Rs 100
invested into the business approximately Rs 15 is earned as a return .at the micro level ,Vishal
Retail Ltd has got a ROCE of 17.42% which is the highest among other major market players. It
tells us that Vishal Retail Ltd has been able to generate more return on its capital employed when
compared with its competitors
Graph 8.6 Comparison of ROCE Ratio of Major players
Over the past 5 years the ROCE of the industry has been around 15 % wheas major players like
Vishal Retail Ltd, Provogue India Ltd and PRIL has been generating a return greater than the
industry standard and has been operating with ratio of 15% and above.But Trent ltd, Oflate has
not been able to maintain consistency in the return generated.Shoppers’ Stop Ltd’s return on
capital employed has also declined in the recent years which were above the industry standard
during 2004-05.
37
6.2.6 Return on Net Worth
Return on net worth describes the return generated on the owned funds which represents the
owners of the business. At the macro level the industry generates 13.52% return on the net
worth. Looking at the companies, Vishal Retail Limited comes out to be the leader with a return
of around 20.4% .Shoppers stands on the weaker side with a return of 2.36% which states that it
has been not been able to live up to the expectations of its shareholders. PRIL, Trent & Provogue
India ld have maintained a single digit RONW rate less than the industry trend which itself
showed double digit growth.
Graph 6.7 Comparison of Return on Net Worth Ratio of Major players
The average rate of return on net worth for the industry is around 14%which is very good
considering the nascent stage in which the Indian organized sector is operating on. At the
company level, Vishal Retail ltd has shown tremendous growth over the past 5 years and has
built confidence among its shareholders .on the other hand players like Provogue India Ltd
,Shoppers’ Stop Ltd, Trent Ltd has not been able to generate sufficient return on their net worth
which is reflected in their ratios over the past five year.The incapability of not even meeting the
industry standard has also been one of the disappointing factors.
38
Chapter 6(B)
QUALITATIVE ANALYSIS
39
6(b). QUALITATIVE ANALYSIS
6.1(b) Porter’s Five Forces of Analysis

Threats of New Threat of Bargaining Bargaining Competitive
Entrants
Substitutes Power of Power of Rivalries
Suppliers Consumers
HIGH HIGH LOW MODERATE HIGH
40
I. Threat of New Entrants
One trend that started over a decade ago has been a decreasing number of independent retailers.
Walk through any mall and you'll notice that a majority of them are chain stores. While the
barriers to start up a store are not impossible to overcome, the ability to establish favorable
supply contracts, leases and be competitive is becoming virtually impossible.
II. Power of Suppliers
Historically, retailers have tried to exploit relationships with suppliers. A great example was in
the 1970s, when Sears sought to dominate the household appliance market. Sears set very high
standards for quality; suppliers that didn't meet these standards were dropped from the Sears line.
You could also like this to the strict control that Wal-Mart places on its suppliers.
III. Power of Buyers

Individually, customers have very little bargaining power with retail stores. It is very difficult to
bargain with the clerk at Safeway for a better price on grapes. But as a whole, if customers
demand high-quality products at bargain prices, it helps keep retailers honest. Taking this from
the pother side of the coin we can say that customers have comparatively higher bargaining
power in case of unorganized sector than organized sector.
IV. Availability of Substitutes

The tendency in retail is not to specialize in one good or service, but to deal in a wide range of
products and services. This means that what one store offers you will likely find at another store.
Retailers offer products that are unique have a distinct advantage over their competitors.
V. Competitive Rivalry
Retailers always face stiff competition. The slow market growth for the retail market means that
firms must fight each other for market share. More recently, they have tried to reduce the
cutthroat pricing competition by offering frequent flier points, memberships and other special
services to try and gain the customer's loyalty.
41
Chapter 7
COMPANY PROFILE
42
7.1 Vision and Mission
VISION
“TO EMERGE AS THE BEST AND THE MOST PROFITABLE RETAILER IN INDIA”
MISSION
"TO SPEARHED HIS COMPANY TO BE THE FINEST AND THE MOST PREFERRED
CHAIN IN RETAILING”
43
7.2 BODs-
BOARD OF DIRECTOR
Mr. Kishore Biyani Managing Director
Mr. Gopikishan Biyani Whole time Director
Mr. Rakesh Biyani Whole time Director
Mrs. Ved Prakash Arya Director
Mr. Shailesh Haribhakti Independent Director
Mr. S Doreswamy Independent Director
Dr. D.O. Koshy Independent Director
Mrs. Anju Poddar Independent Director
Mrs. Bala Deshpande Independent Director
Mr. Anil Harish Independent Director
44
7.3 About the Pantaloon Retail (India) Limited
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats
in both the value and lifestyle segment of the Indian consumer market. Headquartered in
Mumbai (Bombay), the company operates over 16 million square feet of retail space, has over
1000 stores across 73 cities in India and employs over 30,000 people.
The company’s leading formats include Pantaloons, a chain of fashion outlets, BIG BAZAAR, a
uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch
and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and
Central, a chain of seamless destination malls. Some of its other formats include Brand Factory,
Blue Sky, aLL, Top 10 and Star and Sitara. The company also operates an online portal,
futurebazaar.com.
Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail (India)
Limited. This entity has been created keeping in mind the growth and the current size of the
company’s value retail business, led by its format divisions, BIG BAZAAR and Food Bazaar.
The company operates 140 BIG BAZAAR stores, 170 Food Bazaar stores, among other
formats, in over 73 cities across the country, covering an operational retail space of over 6
million square feet. As a focussed entity driving the growth of the group's value retail business,
Future Value Retail Limited will continue to deliver more value to its customers, supply partners,
stakeholders and communities across the country and shape the growth of modern retail in India.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-
format home solutions store, Collection, selling home furniture products and eZone focused on
catering to the consumer electronics segment. Pantaloon Retail is the flagship company of Future
Group, a business group catering to the entire Indian consumption space.
45
7.4 Future Group
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s leading
business houses with multiple businesses spanning across the consumption space. While retail
forms the core business activity of Future Group, group subsidiaries are present in consumer
finance, capital, insurance, leisure and entertainment, brand development, retail real estate
development, retail media and logistics.
Headquartered in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people

and is listed on the Indian stock exchanges. The company follows a multi-format retail strategy
that captures almost the entire consumption basket of Indian customers. In the lifestyle segment,
the group operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls.
Future Group believes in developing strong insights on Indian consumers and building
businesses based on Indian ideas, as espoused in the group’s core value of ‘Indianness.’ The
group’s corporate credo is, ‘Rewrite rules, Retain values.’
7.5 Future Group Manifesto
“Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards
and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten;
create new opportunities and new successes.
We, in Future Value Retail Group, will not wait for the Future to unfold itself but create
future scenarios in the consumer space and facilitate consumption because consumption is
development. Thereby, we will effect socio-economic development for our customers,
employees, shareholders, associates and partners.
 Our customers will not just get what they need, but also get them where, how and when.
 We will not just post satisfactory results, we will write success stories.
 We will not just operate efficiently in the Indian economy, we will evolve it.
46
 We will not just spot trends; we will set trends by marrying our understanding of the
Indian consumer to their needs of tomorrow.
7.6 SWOT Analysis-

Pantaloons Retail India Limited
Strengths:
 Vast range of products under one roof helping in attracting in customer and their family
to shop together and enjoy the experience.
 Ability to get products from customers at discounted price due to the scale of business.
 Specialized services give niche advantage to the Company to have better and faster
access to the customer needs.
 Cost control initiatives and frugal culture that is critical in a retail operations business
 Periodical reviews of the various operations have been done on regular basis.
Weaknesses:
 Increased size of operation has the risk of execution and management.
 High attrition rate of employees.
Opportunities:
 Can expand the business in smaller cities as there is a lot of opportunity.
 Competitive advantage over competitors and also ensuring that the Company‘s expansion
plans on track.
Threats:
 The organized retail business is evolving faster and with the availability of various
options from the Company as well as the competitors, the business risk has increased.
 In the current environment, for any company the cost of doing business, including costs
associated with energy, real estate, people etc and this can have an impact on the margins.
 With the increase of the size of operation the Company will also have the risk of the
execution and management.
 Margin of business reducing all the time.
47
7.7 STORE STUDY-
BIG BAZAAR
Sahara GANJ Mall, Sahanjaf Road
Hazratganj, Lucknow
Phone No.- 0522-4007777
This store is of 3 floor and divided into 3 levels based on the nature of products. There are 42
departments in this store and 210 Human Resource employed. As this store is big enough with 3
levels and 42 departments has long product range and product depth. Ones a customer get inside
the store he will find all kinds of products available that may be Food item, Cosmetic, Electronic,
Garments, Furniture etc.
Because of these features it has a very good reputation in that area and customers who are
residing far away and in other areas they also visit the store.
7.7.1 GROUND FLOOR-
Departments-
Crockery, Plastics -Buckets, Casseroles, Containers, Boxes, Flasks, Bowls,Jugs &

Sippers, Bottles & Mugs, Crockery cutlery, Table
Materials/Napkins, Casseroles , Dinner sets, Wine, Juice Glasses.
(Brands- Prestige, Milton, Cello, Bharat, Poly set etc.)
Utensils - Plates, Bowls, Glasses, Non-stick Cookware’s, Kitchen tools,
Tiffin Boxes.
(Brands- Milton, Dream Line, Cello, Bharat, Poly set, Chetan etc)
48
Personal Care - Soaps, Toothpaste, Toothbrash, Shampoo, Deodorants, Body
Spry, Hair Oil, Baby food, Talcum Powder, Face Wash, Face
Cream
(Brands- Colgate, Close Up, Pepsodent, Parachute, ITC products,
Lux International, Hamam, Sach, Godrej No.1, Sunsilk, Head &
Shoulders, Axe, Nivea, Jo, Oral-B, Ponds, Parachute, Dabur Amla,
Bajaj Almond Drops, Hair & Care, Clinic Plus and many more
brands)
Home Care, Fabric Care - Phenyl, Detergents, Dish wash, Tissue papers, Scratch, Shoe
cases, Fresh wrap
( Brands- Lysole,P&G {Tide}, HUL {Rin,SurfExcel}, Clean Mate
, Nirma, Mr.White, Harpic, Domex, Scotch Brite, Ezee, Wipro
etc)
Ready to Eat - Noodles, Pasta, Ketchup, Cerelac, Soup, Namkeen, Pop Corn etc.
( Brands- Maggi, Smith & Jones, Chings, Kissan, Knorr,
Haldiram, Lehar, Heniz, Nestle, Nissin Top Ramen, Tasty Treat,
Pasta Treat, Act II etc. )
Ready to Cook - Alurdom, Korma, Sukto, Chap, Paneer Malai, Alu Matter, Tarka,
Soyabean, Rajma etc.
( Brands- MTR, Mothers, Aashirvaad, Gits, and many more local

brands are available in the store )
Refrigerated Product - All kinds of refrigerated products are available in the store.
( Brands- Green Valley etc. )
Sweet and Farson - All kinds of sweets and farson. For eg. Rasgulla, Barfi, Milk
Cake, Samosa, Kaju made sweets, Dhokla etc.)
Confectioneries - All kinds of Chocolates & Confectionaries.

(Brands- Cadbury, Nestle, Parle, Mr. Brown etc)
49
Candies and Dry Fruits - Cashew, Almond, Kismis, Ground Nut and many more candies
and dry fruits are available in the store.
Beverages - Soft Drinks, Mineral Water, Health Drinks, Juices (Brands- Coca
Cola, Pepsi, Mirinda,7 up, Mountain Dew, Sprite, Be Naturals,
Tastey Treat, Bisleri, Aquafina, Parle XS, V Fresh, Mazaa, Silce,
Thumps Up, Appy Fizz and many more)
Fruits and Vegetables - Farm Fresh ( Tomato, Potato, Onion, Garlic, Mint, Ginger,
Cauliflower, Apple, Grapes, Mango, Banana, Orange, Strawberry
etc. and all types of seasonal Fruits and Vegetables)
Staple - Pulses, Rice, Flour, Rava, Oils, Pure Ghee, Spicy items, Soups,
Bread items, Pickle, Corn Falks, Wafers, Cookies, Biscuits etc.
(Brands- Aashirvaad, Pillsbury, Sunflower, Ashok, Gemini, V
Fresh, Fortune, Dhara, MTR, Mr. Brown, Milk made, Kellogg’s,
Tastey Treat, Smith & Jones, MDH, Everest, Parle, Priya Gold,
Tea and Coffee - Red Label, Tazaa, Tajmahal, Gold, Sehatmand, Classic, Instant
Coffee .
7.7.2 FIRST FLOOR-
Departments-
Ladies Ethnic - Salwar Kurta, Kurti etc.
( Brands- Sristhi, Kalakruthi etc.)
Ladies Western - Jeans,Top,Skirts

( Brands- Bretni, DJ & C, Ruff & Tuff, Famous Basics and many
more brands)
Ladies Sringar - Face Cream, Hair Colour, Nail Polish, Nail Polish,Remover etc.
( Brands- Ayur Herbals, Revlon, Joves, VLCC, Lotus, Lakme,

Charlie, Shahnaaz Hussain etc. )
50
Ladies Handbag - All types of Ladies handbags are available.
Ladies Accessories - Bangels, Jewelry Set, Bracelets, HairAccessories, Bindies, Chain
Lingerie and Nightwear - Bra, Panty, Nightwear etc.
( Brands- Paris Beauty, VIP, AFL etc. )
Sarees and Dress Material - Brands- Sristhi and Riya Ritu etc.
Mens Formal and Fabric - Executive Shirts, Paints, Trousers
( Brands- AFL, Knighthood, Privilege Club etc.)
Mens Casual -Trousers, Jeans, T-Shirts etc.
( Brands- Levi’s Signature, DJ & C, Famous Basics, Spunk )
Mens Ethnic - Kurta Paijama, Short Kurta, Sherwani
( Brands- Shatranj and Sultan )
Mens Sportswear - T-Shirts, Shorts, Upper & Lowers etc
( Brands-Spandlings, Spunk etc. )
Mens Accessories - Shaving Cream, Aftershave Lotion, Face Cream, Scissor

Deodorants, Razors, Hair Gel, Hair Oil, Perfume, Alum, Comb,
Face Wash etc.
( Brands- Palmolive, Axe, Hair & Care, Navratna, Old Spice,

Denim, Barley Cream, Glide, Gillette, Nivea, Fair & Handsome,
Garnier, Nomarks, Parachute, Laser and many more brands are
available. )
Mens Denim and T-Shirts - Cargo, Denim Jeans, T-Shirt
(Brands- Levi’s Signature, DJ & C, Famous Basics,Spunk)
Mens Party wear - Party wear Shirts
51
( Brands- Studio NYX etc.)
Kids wear and Accessories - T-Shirts, Jeans, Cargo, CodRaw, Co-ordinates, Rain Cotes,
Frocks, Skirts, Top, Trousers, Shirts, Kurta-Paijama, Jhabals, Baba
Suits, Vests and Under wear.
( Brands- Tara Rum Pum, Disney, Pink & Blue, Power Ranges,
VIP, Johnson & Johnson etc.)
Toys and Sports Good - Soft Toys, Educational Toys, Board Games, Action Figure, Dolls
( Brands- Fun School, Venus, Mitashi, Creative, Unitied)
Gold Bazaar - Navaras (This is the separate unit not related to BIG BAZAAR
they share profits on percentage basis.)
Watches and Mobiles - Brands- Escort, Lumax, Maxima, Fastrack, Nokia, LG,
Sumsung, Motorola, Sony, Optima, Baywatch, Virgin etc.
Sunglasses - Fastrack and many more.
Stationery - Pencils, Cutter, Scale etc.
( Brands- Stick, Park, Cello, Fiber Castle etc. )
7.7.3 SECOND FLOOR-
Stationery - Book Depot, Natraj, Apasra, Disney, Dictionary’s etc. (Brands-

Kangaroo, Built, Matrix, 3M, Kores, Stick, Park, Atlas etc.
Electronics - DVD, CD, Speakers, Digital Camera, Iron, Inventor, Water

Heater, Gyer, Washing Machine, Air Conditioners, Toaster, Hair
Dresser, Vaccum Cleaner, Fans, Hand Blender, Electric Cattle etc.
( Brands-LG, Sony, Sumsung, Koryo, Philips,Sensei, Remson,
Kodak, Luminous, Whirlpool, Bajaj, Symphony, Insala, Toshiba,
Eureka Forbes, Omega, Panasonic, Trendy, Kenstar, Prestiage,
Maharaja Whiteline, etc.)
52
Furniture Bazaar - Beab Bag, Sofa Set, Dining Glass Table, Woardrobe, Bed, Table,
Shoe Rack
Star Sitar - Cosmetics, Fragrances, Herbals, Pharmaceuticals.
Home Linen - Bed Quilts, Cotton Bath Towel, Terry Bath Towel, Fleece Blanket,
Yellow Duster, Jaipuri Razai, Footmates, Kitchen Towel, Chatai,
( Brands- Bombay Dyeing, Cozy Dreams, Million Choice, Easy

Life, Sapana Carpets & Mats etc.)
Luggage - Laptop Bag, Ladies Hand Bag, Strolley, Suitcase, Briefcase, School
Bag, Air Bag, CD Case etc.
(Brands- American Tourister, Milestones, Sara, Vogue, President,

Star Dargon, VIP Skybags, Safari, D-Tachi, Avon, Genius, etc.)
Gifts - Key Rings, Crockery, Fountains, Lamps, Painting, Dreamline

Mags ,Dinner Set, Cup & Saucer, Serving Tray, Candles, Photo
Foot wear Bazaar - Ladies Sandals, Casual Shoes, Sports Shoes, Kids Shoes, Sleepers
Auto Accessories - Helmets, Seat Cover, Steering Cover, Wheel Covers etc.
53
7.8 Life Cycle of BIG BAZAAR-
7.9 BIG BAZAAR AT BCG MATRIX-
54
7.10 Marketing Mix of BIG BAZAAR-
55
1. Product Mix-
56
2. Pricing-
• Value pricing
• Promotional pricing
 Low interest financing
 Psychological discounting
 Special event pricing
• Differentiated Pricing
 Time pricing
• Bundling
7.11 Positioning of BIG BAZAAR-
57
7.12 Organization Value and Customer Value-
7.13 Future Strategy of BIG BAZAAR-
7.14 Marketing Strategy-
Activities Target Marketing Mix
58
Big wish All the population Process
Baby registry and marriage Married couple, waiting for Promotion

registry marriage
Women forum Women Public relation
and dress designer will be appoint Those customer who are very People
in all the store Interior decorator specific about their decision.
Networking through internet All loyal customer, other net user . E-marketing
Religion Corner All the aesthetic people Product Mix
Adhar – Rural Centric Market 720 million consumer across Place

627000 villages.
Tie up with IPL Sports lover Promotion
Improving Quality of product Prevailing as well as Prospect Product

customer
7.15 Organization Structure:-
Organization Structure (Zonal)
President
Vice President
Marketing HR Category Manager Finance Manager Operation

Manager Manager
Head
59
Marketing HR Category Finance Store
Head Head Head Head Manager
At BIG BAZAAR in Lucknow:
Store Structure-
Store Manager
Assist Store Manager
Dept Manager Human Resource Administration Info Tech
60
Visual Merchandise Marketing
Assist DM Cashing Depot
Assistant HR Maitanance
Team Leader Security
House Keeping Cashier
Team Members
CSD(Customer Service Desk)
7.16 SECURITY MEASURES
Pantaloon Apparel, food, etc. POS: Home-grown solution

SAP Retail
BI and Data warehouse: Congo’s (process of evaluation)
handheld scanners at Food Bazaar
VPN: Company-wide network linking all the branches
They have loss prevention cell (LPC) that will be looking after the safety measures in the
organizations. There are 5 members in each store.
7.17 Supply Chain Management-
Factory
61
C & F Agent
Distributor
Wholesaler Large Modern Trade

Retailer Retailer
Small Retailer
62
Chapter 8
RESEARCH
METHODOLOGY
Methodology
A structured questionnaire was used to collect primary data. Convenient random sample of 33
respondents were asked to fill the questionnaire consisting of closed ended questions.
Respondents were randomly intercepted in the Big Bazaar. Five point Likert scale was used to
record and measure the satisfaction level. Secondary data has been collected from journals,
magazines, internet and other documented material. Primary data was analyzed using simple
percentages, and inferences were drawn.
63
Data Analysis
1. This store has modern-looking equipment
and fixtures.
Percentage Cumulative Percentage
Strongly Disagree 3.03 3.03
Somewhat Disagree 6.06 9.09
Neutral 3.03 12.12
Somewhat Agree 24.24 36.36
Strongly Agree 63.64 100
100
64
Interpretation:
As per the concern about the above table it is clear that more than 4/5th part of the respondent are
strongly agree or somewhat agree that this store has modern-looking equipment and fixtures.
And approximately half of the one part are neutral or disagree about the fact that this store has
modern-looking equipment and fixture.
2. Materials associated with this store's

service (such as shopping bags, catalogs,
or statements) are visually appealing.
Strongly Disagree 0 0
Neutral 33.33 36.36
100
65
Interpretation:
This table shows that more than 3/5th part of the respondent are strongly agree or somewhat agree
that material associated with this store’s service (such as shopping bags, catalogs, or statements)
are visually appealing. And 2/5th part of the respondent has neutral or negative thought.
3. The store layout at this store makes it easy

for customers to find what they need.
Neutral 6.06 18.18
100
66
Interpretation:
This table shows that maximum no. of customers (more than 4/5th) are satisfied with the store
layout and they find it according to their need but there are very few customers who are not
satisfied with the store layout at this store.
4 The store layout at this store makes it easy

for customers to move around the store.
Neutral 3.03 15.15
100
67
Interpretation:
According to above table this is clear that maximum no. of customers who find proper space in
this store to move around but not so much. But some of them find that the particular outlet has
enough space to move around and they can find every product easily.
5 This store provides plenty of convenient

parking for customers.
Neutral 9.09 48.49
100
68
Interpretation:
This table shows that more than there are maximum no. of customer who are satisfied with the
fact that this store provides plenty of convenient parking for customers and approximately half of
the respondent has neutral or negative think about it.
6. Employees in this store have the knowledge

to answer customers' questions.
Neutral 24.24 36.36
100
69
Interpretation:
This table shows that there are more than 60% respondent who are agree that employees in this
store have knowledge to give answer to the customer’s questions. And about 1/3rd of the
respondent are disagree or has neutral thought.
7. The behavior of employees in this store

instills confidence in customers.
Neutral 9.09 24.24
100
70
Interpretation:
This table shows that there is maximum no. of customers who are happy with the behavior of the
employees of the store but not so much as sometimes the response of the employees doesn’t
come according to their expectation. There are some customers who are happy with the behavior
of employees in the store.
8. Customers feel safe in their transactions

with this store.
Neutral 3.03 9.09
100
71
Interpretation:
According to the above table it is very clear that the customers who visit the store they feel safe
in transaction. There are some customers who feel safe but sometimes they don’t feel safe. Thus
the customer who are approaching this particular are satisfied with the financial transactions
which the people coming out to this particular store feels comfortable.
9. Employees in this store give prompt

service to customers.
Neutral 6.06 18.18
100
72
Interpretation:
This table shows that most of the customers are satisfied with the services which are provided by
the employees of this store immediately what they want but sometimes they don’t get the service
on time due to the lack of availability of the products or some other reasons. But many of the
customers always get the service on time according to their need.
10. When a customer has a problem, this store

shows a sincere interest in solving it.
Neutral 12.12 42.42
100
73
Interpretation:
This table shows that many of the customers get the answers of their problems quickly but
sometimes they don’t get the answers properly as the employees don’t show high interest in
solving their problems due to more no. of customers. There are also some customers who are not
often satisfied with their problem’s solutions.
11. This store gives customers individual

attention.
Neutral 18.18 44.44
100
74
Interpretation:
This graph shows that the employees of the store give attention to the customers individually and
most of the customers are satisfied with the behavior and attention of the employees of the store
to, but sometimes it becomes impossible for employees to give attention to every individual
customer and some of them customers are not satisfied with the service delivered by the
employees. Thus one should give the customer the required attention.
12. Employees in this store are consistently

courteous with customers.
Neutral 12.12 30.3
100
75
Interpretation:
The above table shows that most of the customers feel that the employees in this store are
consistently involved with them but not much. Some customers are not satisfied to some extent
but there are some customers who visit the store whenever they find that the employees are not
courteous with them and they are not satisfied with the employees of the store. Thus we can say
that the employees in this store are courteous as required in the store to prosper.
FINDINGS
 There are many who are satisfied with the modern looking equipments and fixtures but
there are 1/4th customers who are not much satisfied .There are many customers who
agree with the materials provided by outlet.
 There are 2/4th customers who don’t find everything in the particular outlet always but
more than 1/4th customers always find everything in the store.
 There are many customers who find the proper space in the outlet to move and most of
the customers are satisfied with the parking facility.
 There are many customers who are satisfied with the answers of the employees regarding
their problems and there are not much satisfied with the behavior of employees.
 There are maximum customers who are highly satisfied with their transaction in the store
but sometimes they find some faults. There are customers who agree that employees in
76
the store give prompt services but there are many customers who are not happy with the
services provided by the store.
 There are many customers who find the individual attention of the employees but
sometimes they are not satisfied with the services and the behavior of the employees in
the store.
 There are maximum customers who are satisfied with the merchandising of the store and
they find every product of brand in each category and shelf according to their choices.
77
Chapter 9
CONCLUSION
CONCLUSION
companies are fighting to win the hearts of customer “Who is God” said by the business tycoons.
created formats, which provide all items less than one roof at low rates.
The consumer’s preferences are changing & they are moving from Traditional Kirana stores to
Modern Retail outlet. It’s the main challenge to the Modern retail outlets to attract the customers
78
towards them from that of competitors. To attract more customers companies have to carry out
the promotional activities in unique way. BIG BAZAAR has maintained that uniqueness & has
succeeded in attracting customers.
The promotional activity of the company, which is famous as “ Less Price than others” as it
says ‘Nobody Sells Cheaper and Better!’ is made its place in minds of customer. As the
competition is becoming stiff in the market the activities conducted by the company are unique,
that have brought fruitful result to the company. Among them sales Promotions is one of the
leading activity or unique among all other activities & has high influence on the customer walk-
in.
79
Chapter 10
LIMITATIONS AND
BENEFITS
LIMITATIONS
 The time constant was a limiting factor, as more time required carrying out study on other
aspects of the topic.
 The result and analysis based on the customer survey method and small sample size has
taken only 33.
 Findings are related to particular areas.
BENEFITS
80
During my Summer Internship Program ,I have felt some benefits such as: –
a) To learn about the Time Management.

b) Interaction with New people.
c) It helps to develop the Communication skill.
d) To know about the Data collection and Analysis.
e) To increase the Confidence level.
81
Chapter 11
RECOMMENDATIONS
RECOMMENDATIONS
 BIG BAZAAR should keep offers in regular intervals so that there should not be a long term
gap, because offer is the most influencing factor which is responsible for customer purchase
decision.
 And they also concentrate on TV advertisement they should show ads and promotional offers in
a regular interval in three languages like Urdu, Hindi, English.
 Hoarding should be placed uncovered area.
 Promotional Activities (Loud & Vocal) :-
Cantering
Banners
Leaflets
82
Radio City
SMS Burst (especially on Big Days / Fests)
 Tie-Up’s (City Level) :-
Movie Passes
Disco Passes
Discount Coupons – Restaurants / Bakeries
Family Discount Coupons – Anandi Water Park
Chapter 12
83
BIBLIOGRAPHY
BIBLIOGRAPHY
 www.google.com
 http://rbi.gov.in
http://www.indiaretailbiz.com/blog/
http://www.inrnews.com/realestateproperty/indias_retail_revolution_begin.html
http://www.scribd.com/doc/4204883/Productivity-in-retail-industry-in-India
http://business.mapsofindia.com/india-retail-industry/
REPORT from Angel Broking
Segments in retail industry 2008
IBEF REPORT from Ernst & Young on Retail market & Opportunities .
Retail Scene in India by DEEPA GUPTA & MUKUL GUPTA from department of
management studies .
84
INDIAN RETAIL INDUSTRY –opportunities ,challenges and strategies by Prakash Chandra
Dash, senior lecturer from Bhubaneswar Institute of Management & information
Technology , Bhubaneswar
http://Mospi.in
Economic political weekly
85
ANNEXURE
QUESTIONNAIRE
Respected Sir/Madam,
We are the student of INDIRA SCHOOL OF CAREER STUDIES , PUNE doing a survey on
effective measures to increase operational sales on floor in Big Bazaar Lucknow 01.
This Questionnaire is a part of a survey being conducted to understand the effective measures
to increase operational sales on floor in Big Bazaar Lucknow 01.
Name : Age :
Gender : Male Female
Marital Status : Married Single
Strongly Neutral Strongly Agree
Disagree Disagree Agree
1. This store has modern-looking

equipment and fixtures.
2. Materials associated with this store's
service (such as shopping bags
catalogs, or statements) are visually
appealing.
3. The store layout at this store makes
it easy for customers to find.
what they need
4. The store layout at this store makes it
easy for customers to move around
the store.
5. This store provides plenty of
convenient parking for customers.
86
6. Employees in this store have the
knowledge to answer customers'
questions.
7. The behavior of employees in this
store instills confidence in customers.
8. Customers feel safe in their
transactions with this store.
9. Employees in this store give prompt
service to customers.
10. When a customer has a problem,
this store shows a sincere interest
in solving it.
11. This store gives customers
individual attention.
12. Employees in this store are
consistently courteous with customers.
87
88

Antesh Final Project Report

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A Thesis ON

HOW TO INCREASE OPERATIONAL SALES ON FLOOR IN

Antesh Singh Prof. J.P. Singh

A report submitted in partial fulfillment of

1. Objective of the Project ……………………………………7

3. Global Retail Sector………………………………………….13

4. Indian Retail Sector………………………………………….16

5. Major Players of Indian Retail Sector………………..25

6(a). Quantitative Analysis……………………………………31

6(b). Qualitative Analysis………………………………………39

(i) Data Analysis…………………………………………………64

10. Limitations and Benefits ………………………………….79

11. Recommendations …………………………………………..81

HOW TO INCREASE OPERATIONAL SALES ON FLOOR IN BIG BAZAAR?

 To know the promotional strategy of BIG BAZAAR.

 To know the relationship between promotional strategy and buying decision.

 To know about my strength and weakness in the work environment.

 To know how does an organisation work.

 To know the working culture of corporate organisations.

2.2 History of Retailing

2.3 TYPES OF RETAILERS

 Airlines & travel agents

2.4 TECHNOLOGIES USED IN RETAILING SECTOR:

 Largely urban phenomenon, pace of growth is still slow.

GLOBAL RETAIL SECTOR

3.2 Growth in the Global Retail Market

Most Preferred International Retail Markets

Table 1 – 15 Most preferred International Retail Market

Rank Country % of International Retailers Present

Source: CB Richard Ellis Press Release

Graph 4.1 Total Share of Retail Sector in India

4.4 Evolution in Organized Retail

Graph 4.2 Organized Retail as a % of Total Retail Sales – 2008

Graph 4.3 Penetration of Orgained Retail

4.6 Inflation in India

 One of the world's largest industries exceeding US$ 9 trillion

4.7 Big Retailers at loggerheads with MNCs over brands

Departmental Store: Several products lines-typically clothing, household goods, home

Supermarkets: Relatively large, low-cost, low-margin, high volume, self-service operation

Example: Borders books & Music, IKEA.

5.2.1 Investment Strategies

5.2.2 Strategies Adopted By Trent Ltd. to Tackle Competition

5.3.1 Strategy employed by Vishal Retail India Ltd.

Provogue (India) Limited (PIL) was incorporated on 17th

5.4.1 Marketing Strategy

5.4.2 Investment Strategy

Pantaloon Retail (India) Limited, is India‘s leading

Graph 6.1 Ratio analysis for Retail Sector

Graph 6.2 Comparison of Debt Equity Ratio of Major players

Graph 6.3 Comparison of Current Ratio of Major players

Graph 6.4 Comparison of Inventory Turnover Ratio of Major players

Graph 6.5 Comparison of Interest Cover Ratio of Major players

Graph 8.6 Comparison of ROCE Ratio of Major players

Graph 6.7 Comparison of Return on Net Worth Ratio of Major players

6.1(b) Porter’s Five Forces of Analysis

HIGH HIGH LOW MODERATE HIGH

III. Power of Buyers

IV. Availability of Substitutes

Mr. Kishore Biyani Managing Director

Mr. Gopikishan Biyani Whole time Director

Mr. Rakesh Biyani Whole time Director

Mrs. Ved Prakash Arya Director

Mr. Shailesh Haribhakti Independent Director