STUDY OF CUSTOMER PERCEPTION TOWARDS BIG BAZAAR

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1 Volume 3, Issue 12 (December, 2014) Online ISSN Published by: Abhinav Publication Abhinav National Monthly Refereed Journal of Research in STUDY OF CUSTOMER PERCEPTION TOWARDS BIG BAZAAR Dr. Jaideo Lanjewar Associate Professor, G.W. College, Nagdhid, Chandrapur, India ABSTRACT This paper aims at identifying the profile of this new Indian consumer, how they purchase, what are the factors that influence the consumer behaviour towards Big Bazaar. This study tries to throw light on customer perception and expectation in different ways towards Big Bazaar. Our findings were that Big Bazaar s biggest client base is youngsters, who visit Big Bazaar mainly to shop Clothes and Food Items, and prefer Big Bazaar because of its Low-Price Pricing Strategy. Keywords: Big Bazaar; Retail; Customer Perception; Customer Satisfaction; Consumer Behavior INTRODUCTION India s retail Sector is wearing new clothes and is the fastest growing sector in the Indian economy. Big Bazaar is a part of Future group, owned by Mr. Kishore Biyani, a chain of hypermarket in India, designed as an agglomeration of bazaars with clusters offering a wide range of merchandise. Now a day s customers play an important role in the field of decision making. Emotions have determined a shopping behavior more then he or she needs or wants due to greed customer. In this context the study also try to throw light on customer s perception and expectations in different ways towards Big Bazaar. The purchase patterns of consumers related to food items has seen a major shift in developing economies like India. This can be specifically attributed to the increase in disposable incomes, access to global information, urbanization, education and health awareness which led to increase in standard of living of people in India. LITERATURE REVIEW It Happened in India, Kishore Biyani: Here we find out 3C Balance theory by Kishore Biyani which describes India in three groups India one- Consuming class, India two- Service class, India three- Struggling class. It also tells about success story of Big Bazaar and how the new concept evolved about Sabse sasta aur accha kuch nahin, Sabse sasta din-wednesday bazaar. Youth Customer perception of brand: Big Bazaar, Mr. Ankit Srivastava, Dr.Sanjay Shankar Mishra This paper describes that in India the retail sector is worth US $ 180 bn growing between % annually. Youth being a critical segment the marketers cannot ignore to dodge this particular segment. The paper attempts to identify the dimensions of service quality which are important to a customer (Youth). OBJECTIVES 1. To understand customer perception towards Big Bazaar Available online on 38

2 2. To study the satisfaction level of customers in different attributes of Big Bazaar. RESEARCH METHODOLOGY Period of study has been 2 weeks. Area of study is done in the area of marketing. Convenience Sampling is used in this study. Sample Size of the study is 25 respondents. Data Collection is done from various customers through personal interaction. Questionnaire is prepared for collecting data. Majority questions in the Questionnaire were close ended questions and a few open ended questions. RESEARCH LIMITATIONS The major limitation of this research is that it was undertaken in the geographic boundary of the city of Nagpur. DATA ANALYSIS AND INTERPRETATION Table 1. Gender wise respondents Gender Total Percentage Male Female Total As seen from the above table, the proportion of gender visiting Big Bazaar, the proportion of women visiting Big Bazaar is slightly more than men. Table 2. Accompanied with Respondent Preference Total Percentage Friends Spouse 3 12 Colleagues 1 4 Alone 1 4 Total The above table shows that majority i.e., 80% of the respondents liked to visit Big Bazaar along with their friends. Customer notice there friends, colleagues, neighborhoods and opt to shop at big bazaar instead of anywhere else due to offers and sales. Table 3. Time Spent per visit Time spend Total Percentage Less than 30 minutes minutes to 1 hour hour to 2 hour 2 8 More than 2 hour 6 24 The above table shows that about 30 minutes-1 hour was spent by the highest number of respondents at Big Bazaar in a visit. While 20% respondents said, they spent less than 30 minutes at Big Bazaar. This is a motivating revelation from the respondents. VOL. 3, ISSUE 12 (December 2014) 39

3 Table 4. Frequency of visit Visiting Frequency Total Percentage Weekly 4 16 Monthly Every 3 months 5 20 During Offer only 4 16 The above table shows that more than half i.e. 52% of the respondents visited Big Bazaar on a monthly basis, a few 16% of the people visited Big Bazaar only During Offer. Table 5. Money Spent per visit Money Spend Total Percentage Below Rs Rs.500 to Rs RS to Rs More than Rs The table shows that 40% of the respondents spent money between Rs.500 to Rs while only 16% of the respondents were either spending below Rs.500 or above Rs Table 6. Staff behavior Staff Behaviour Total Percentage Supportive Rude 2 8 Unresponsive 3 12 The above table shows that majority of the respondents agreed that the staff behaved supportively in Big Bazaar and very few of them said that they were unresponsive. So, the staff should be more trained to attend all queries of customers. Table 7. Types of products purchased Product Purchased Total Percentage Grocery Clothes 5 20 Food items 2 8 Electronic items 1 4 Accessories 1 4 Other items 3 12 To understand what kind of products are the respondents buying from Big Bazaar, we can look at above table, which shows that majority of the respondents went for purchasing Grocery items, followed by Clothes. This shows that discounts and offers attract customers to buy more Grocery items. VOL. 3, ISSUE 12 (December 2014) 40

4 Table 8. Continue Shopping from BIG BAZAAR Continue Shopping Total Percentage Yes No 5 20 The above table shows that almost all i.e. 80% of the respondents have agreed to continue their shopping from Big Bazaar and only 20% do not want to visit again. Table 9. Any Bad Experience Bad Experience Total Percentage Yes 7 28 No The above table shows that very few respondents had bad experience in Big Bazaar. This means almost all respondents have Good experience with Big Bazaar. Table 10. Problems faced Problems Total Percentage Desired goods out of stock 8 32 Long queue Difficulty in product location 4 16 The above table shows that more than half of the respondents were facing problem from long queues at the billing counter and 32% of the respondents were facing problem of out of stock of the desired goods which demotivated them for shopping again from Big Bazaar. Table 11. Why Big Bazaar? Attributes Total Percentage Low Price Good Service 5 20 Ambience 2 8 Better Quality 5 20 More Variety 3 12 The above table shows that majority of the respondents i.e. about 40% liked to shop from Big Bazaar because of Low pricing of goods. 20% of the respondents agreed that Big Bazaar provided better quality products. Table 12. Major Competitors Mall Total Percentage Empress Mall Eternity Mall 6 24 Poonam Mall 3 12 The above table shows that 64% of the respondents think that Empress Mall is the major competitor of Big Bazaar, followed by Eternity Mall and Poonam Mall. VOL. 3, ISSUE 12 (December 2014) 41

5 RECOMMENDATIONS Based on our Survey, we found that:- Big Bazaar should keep more goods in stock, so that consumers don t face Goods Out-ofstock problem. The long queues at the Billing counters were one of the most common problems faced by majority of the customers. So queue management like introducing Swipe cards along with more counters during peak periods and offer period is recommended. The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to big bazaar during those days. There should be periodical evaluation of staff and Sales staff should be trained well so that they are able to handle all queries and doubts of the customers in a proper manner. CONCLUSION Through our research we conclude that Big Bazaar is preferred by its patrons for its pricing strategies followed by variety. One of the major reasons for this is the high proportion of students and youngsters who are dependent on their parents for their incomes. Big bazaar has positioned itself in the market as a DISCOUNTED STORES. Volume sales always take place in big bazaar. Big bazaar has been successful in establishing emotional bonding with its customers. REFERENCES 1. Big Bazaar: A Study of Consumer Behavior towards Organized Retail, Prof. Vineeta Gangal, Dr. A Kumar, Indian Journal of Applied Research, Volume : 3, Issue : 4,April 2013,ISSN X 2. It Happened in India, Kishore Biyani with Dipayan Baishya, 2007, Rupa Publications, New Delhi. 3. Kotler Philip, marketing management, (Pearson education, 14 th edition) 4. Retail Rocks- Big Bazaar sale a big Hit, Times of India, Youth Customer perception of brand: Big Bazaar, Mr. Ankit Srivastava, Dr. Sanjay Shankar Mishra, International Indexed & Refereed Research Journal, ISSN ( print)e ISSN , April-May, 2013, Volume 4, Issue Websites: seminar.in 9. Literature review on Big Bazaar.com VOL. 3, ISSUE 12 (December 2014) 42