pg. 1

Individual Retail Visit Report

OBSERVATIONS AND ANALYSIS OF BIG

BAZAAR, KALYAN, MUMBAI.

Sanket Bhawarkar | Retail Management Strategy

MBA3-1360

pg. 2

AUTHOR: Sanket Bhawarkar

STUDENT ID (UBS): 1360

PROGRAMME: Masters of Business

Administration

GROUP: AICTE MBA-3 July ‘13-14’

SEMESTER: 3rd Semester

MODULE TITLE: Retail Management Strategy

MODULE NUMBER: MBA -3 | 1360

MODULE TUITOR: Mr. Bibhas Basumatary

ASSIGNMENT TITLE: Observations and Analysis

Of a Retail Store

pg. 3

Table of Contents

Introduction to Retailing

Introduction to Retail Industry

Introduction to Big Bazaar

Socio Economic Importance of Big Bazaar in Kalyan, Mumbai

Identifying the Retail Type and its Product/Service Categories

Modern Technology Deployed by Big Bazaar

Merchandise

Location

Layout

Visual Merchandising

Recommendations and Conclusion

Bibliography

pg. 4

Introduction to Retailing

“Retailing is a distinct, diverse and dynamic sector”. “It is an activity of enormous economic

significance to most developed nations”. It generates revenue and wealth for nation,

encourages investments and brings technological advancements. Stated that “it brings

employment and creates wealth of the economy”. “It is a vibrant part of our changing society

and a major source of employment” Retailing performs activities at larger level so it requires

massive manpower to handle and manage its operations. Retailing also helps society in general

by providing goods and services in reasonable price and increasing their standards of living.

“Retailing activity can be viewed as a significant contributor to the economy in general”.

Retailing is the set of activities that markets products or services to final consumers for their

own personal or household use. It does this by organizing their availability on a relatively large

scale and supplying them to consumers on a relatively small scale.” Retailing makes products

and services available in large quantities. Retailers produce or order the products/services in

bulk so they can take advantage of economy of scale and thus they can formulate competitive

pricing strategies. Products and services are generally sold through the store or on the internet.

Introduction to Retail Industry

The first decade of modern retail in India has been characterized by a shift from traditional

kirana shops to new formats including department stores, specialty stores hypermarkets, and

supermarkets and across a range of categories. Modern retail formats have mushroomed in

metros and mini-metros. In the last few years, modern retail has also established its presence

in the small cities, exposing residents to shopping options like never before.

Some of these stores are branded stores(exclusive showrooms either owned or franchised out

by a manufacturer) , specialty stores(greater choice to consumer, comparison between brands

is possible) , department stores/supermarkets (one stop shop catering to varied consumer

needs) , hyper-mart (low prices , vast choice available including services such as cafeterias.) ,

shopping malls (variety of shops available to each other ).

pg. 5

Introduction to Big Bazaar

Big Bazaar is a chain of shopping malls in India currently with 31 outlets, owned by the

Pantaloon Group. The idea was pioneered by entrepreneur Kishore Biyani, the head of

Pantaloon Retail India Ltd. The idea from the very beginning was to make Big Bazaar very

comfortable for the Indian customer. That was Kishoreji’s strength as a retailer. He had a lot

of confidence in what he was doing, even though it defied conventional logic.

Big bazaar is not just another hypermarket. It caters to every need of your family. Where Big

Bazaar scores over other stores is its value for money proposition for the Indian customers. At

Big Bazaar, you will definitely get the best products at the best prices - that’s 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 their customers shopping

experience.

If one looks at Indian bazaars, mandis, melas, they are environments created by traders to give

shoppers a sense of moment, of event, of place. They provide an inclusive environment where

men and women from all castes, creeds and classes can come and shop at the same place. The

founders of Big Bazaar were from the beginning very clear that they had to reflect the look

and feel of Indian bazaars at their modern outlets, so that no customer would feel intimidated

with the surroundings.

In India most of us are not prepared for the consumerism that is setting in this country. We

underestimate how many people are going to fly and that s why our airports get crowded. We

underestimate how many people will speak on the phone for how many billions of minutes

and therefore our cell phone networks are always congested. But the minds responsible for the

huge success of Big Bazaar have captured and understood the force of consumerism that is

unfolding.

Big Bazaar’s all over India attract a few thousand customers on any regular day, and a lot more

if they are offering something extra on each buy, which they normally are! And the sales force

at Big Bazaar along with the executives is prepared for them.

pg. 6

Socio-Economic Importance of Big Bazaar in Kalyan,

Mumbai

With 11 stores in the city of Mumbai and still growing at a fast pace Big Bazaar is setting a

benchmark for all the retailers in the consumer food products, electronics and durables

industry. I have chosen Big Bazaar store located in Kalyan as it is closer to my college.

To start off with, the Big Bazaar in Kalyan is a store which is a part of Metro Junction Mall,

Kalyan East. They have another retailer Shoppers Stop in the same mall and has not quite

pressure from shoppers stop as they do not deals with food products. This type of store have

quite a few advantages which works in the favour of Big Bazaar, Kalyan.

They are:

No competition in close proximity. (Food products)

Relatively low rental costs.

High flexibility in terms of timings and larger space may be obtained.

Isolation in Food Industry benefits Big Bazaar as they do not have any other retailers in

the same mall.

Better road and traffic visibility is possible.

Adaptation of facilities according to individual specification.

Easy parking can be arranged as they have huge space.

Reduction in costs are possible, leading to lower prices.

But, every pro has a conn and so is in this case. The disadvantages that Big Bazaar face being

a freestanding store are:

It is situated at a long distance from the residential localities.

Continuous and consistent traffic will not flow long distances to visit a specific store.

They have a limited trade area.

It also requires large and extensive premises.

Cost such as outside lighting, security, ground maintenance, trash collection are to be

borne by Big Bazaar.

There is a lack of personal attention.

It requires huge financial resources.

Big Bazaar, kalyan boasts of having most of the food, apparels, Electronics, Home decor,

utensils, footwear, stationery, etc brands that are not available in that particular area. Though

there are competitors like Shoppers Stop and De-Mart variety brands like DJ N G and their

own brand products are only available in Big bazaar. This calls for youth traffic in the store.

With the youth population in Mumbai being 7.6% out of 18% the store is bound to keep brands

that are liked and wanted by the young generation.

pg. 7

Growth in the Indian Retail Sector:

The retail sector in India has shown a healthy growth and is fast emerging as one of the largest

sectors in the economy. The sector has grown from a level of US $ 201 Billion to a market

size of US $ 425 Billion in 2010.

The Industry has been growing at a compound annual rate of 6.4% since 1998.

0

50

100

150

200

250

300

350

400

450

1998 2000 2002 2004 2006 2008 2010Source EIU Euro Monitor

CAGR : 6.4%

6666666.46.4

%

pg. 8

Continued…

Pharma Clothing Footwear Watch & Jewellery Books & Gifts

Health & Beauty Food & Grocery Home Entertainment Durable

pg. 9

Retail Penetration in 2011:

Organised retail in India is still in its nascent stage and hence offers immense potential. India

currently has a small 6% penetration in organised retail, while a country like the US has a high

85% penetration. Given that there is a double digit economic growth projection for India in

the following decade, the future has immense potential for the growth of organised retail in

India.

The chart below shows retail penetration across some countries.

(Source: ( E&Y Report, Aranca Research)http://retailmantras.blogspot.in/2012/01/retail-penetration-in

2011.html

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

US Taiwan Malaysia Thailand Indonesia China India

Unorganised Retail Organised Retail

pg. 10

SWOT Analysis

Strengths:

Better understanding of customers helping the company to serve them better.

Vast range of products under one roof helping in attracting customer and their family

to shop together and enjoy the experience.

Benefit of early entry into the retail industry.

Diversified business operating all over India in various retail formats.

Weaknesses:

High cost of operation due to large fixed costs.

Very thin margin.

High attrition rate of employee.

SWOT

Strengths

Weakness

Opportunity

Threats

pg. 11

Opportunities

Lot of potential in the rural market.

Can enter into production of various products due to its in depth understanding of

customer’s taste and preferences.

Can expand the business in smaller cities as there is a lot of opportunity.

Threats:

High Business risk involved.

Lot of competitors coming up to tap the market potential.

Margin of business reducing all the time.

PORTER’S 5 FORCES MODEL

Industry

Competitiveness

Bargaining power of

buyer

Rivalry among

competitors

Threat of Entrants

Bargaining power of Supplier

Threats of Substitues

pg. 12

Analysis:

Rivalry among the competitor:

Reliance retail, Aditya Birla Group, Reliance Fresh, etc

Threat of Entrants:

FDI policy not favourable for international players

Domestic conglomerates looking to start retail chains

International players looking to stay India

Bargaining power of Supplier:

The Bargaining power of suppliers varies depending upon the target segment

The unorganised sector has a dominant position

There are few players who have a slight edge over others on account of being

established players and enjoying brand distinction

Bargaining power of Buyers:

Consumers are price sensitive

Availability of more choice

Threat of Substitutes:

Unorganised Retail

pg. 13

Identifying the Retail Type and its Product/Service category

Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operations.

It is a subsidiary of Pantaloons Retail India Ltd, Future Group, offers a wide range of

products including clothing, footwear, electronic appliances, groceries and kitchen

utensils. You can also buy branded stuff from Reebok, Nike and Puma here. It caters to

every need of your family. Where Big Bazaar scores over other stores is its value for

money proposition for the Indian customers.

The stores occupy an area which ranges from anywhere between 80000 to 220000sq. ft.

and offer a variety of food products like clothes, jewellery, hardware, sports equipment,

books, CDs, DVDs, TVs, electrical equipment and computers etc.

Hypermarkets are today synonymous with one stop shopping. The cheapest prices will

normally be found in these stores. Across thre world, hypermarkets are usually part of

a retail park, along with other shops, cafeterias and restaurants. A key element of

differentiation between the hypermarket and the other retail formats is that they typically

have destination locations. The hypermarkets are designed to attract customers from a

significantly large area with their low price offers, unique range and offers. It is the

largest form of organized retailing today. It is an ideal shopping experience with an

amalgamation of product, service and entertainment all under of a common roof.

The company has been able to leverage on its multi-formats-multi-brand stores, secure

prime locations at the best possible prices and command a strong bargaining power with

suppliers, which provide it an edge over its competitors. Customers come in Big Bazaar

for purchasing, entertainment and pacing here and there.

It gives many facility to the customers like; Helpline, Baggage Counter, Parking,

Exchange etc. big Bazaar trying to provide customer with 3V’s

Value

Variety

Volume

pg. 14

Big Bazaar has different categories; such as

• Food Bazaar

• Apparels

• General Merchandise: - At Big Bazaar, you will definitely get the best products at the best

prices- that’s what it guarantees. With the ever increasing array of private labels, it has opened

the doors into the world of fashion and general merchandise including home garnishing,

utensils, crockery, cutlery, sports goods and much more at prices that surprise us. Here we talk

about the department stores, because Big Bazaar based on the departments.

Department Stores:

Carry broad variety and deep assortment organized into separate department for displaying

merchandise,

Major departments includes:-

• Utensils

• Plastics

• Home décor

• Luggage

• Toys

• Footwear etc.

Chains are very diverse and appeal to different markets. They are unique in terms of the

shopping experience they offer, the services they provide and the atmosphere of the store.

They are promotion- oriented. They increase competition with discount and specialty stores

creating problems.

pg. 15

Lines of Business of the Above Store

E-tailing

Food

Fashion

Home Solution

General Merchandise

Leisure and Entertainment

Wellness and Beauty

Books and Music

Footwear

Electronics

Children Accessories

Crockery.

Marketing Mix of Big Bazaar

Product:

Big Bazaar offers a wide range of products which range from apparels, food, farm products,

furniture, child care, toys, etc of various brands like Levis, Allen Solly, Pepsi, Coca- Cola,

HUL, ITC, P&G, LG, Samsung, Nokia, HP etc.

Big Bazaar also promotes a number of in house brands like:

DJ & C

Tasty Treat

Clean Mate

Sensei

Care Mate

Koryo and 44 other brands

pg. 16

Pricing:

The pricing objective at Big Bazaar is to get “Maximum Market Share”. Pricing at Big Bazaar

is based on the following techniques:

Value Pricing (EDLP – Every Day Low pricing): Big Bazaar promises consumers the

lowest available price without coupon clipping, waiting for discount promotions, or

comparison shopping.

Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept of

psychological discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Big

Bazaar also caters on Special Event Pricing (Close to Diwali, Gudi Padva, and Durga

Pooja).

Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and

non-peak hours or days of shopping is also a pricing technique used in Indian retail,

which is aggressively used by Big Bazaar.

e.g. Wednesday Bazaar.

Bundling: It refers to selling combo-packs and offering discount to customers. The combo-

packs add value to customer and lead to increased sales. Big Bazaar lays a lot of importance

on bundling.

e.g. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22)

5kg oil + 5kg rice + 5kg sugar for Rs 599.

Place:

The Big Bazaar stores are operational across three formats — hypermarkets spread over

40,000-45,000 sq ft, the Express format over 15,000-20,000 sq ft and the Super Centers set up

over 1 lakh sq ft. Currently Big Bazaar operates in over 34 cities and towns across India with

116 stores. Apart from the Metros these stores are also doing well in the tier II cities. These

stores are normally located in high traffic areas. Big Bazaar aims at starting stores in

pg. 17

developing areas to take an early advantage before the real estate value booms. Mr. Biyani is

planning to invest around Rs 350 crore over the next one year expansion of Big Bazaar. In

order to gain a competitive advantage Big Bazaar has also launched a website

www.futurebazaar.com, which helps customers to orders products online which will be

delivered to their doorstep. This helps in saving a lot of time of its customers.

Promotion:

The various promotion schemes used at Big Bazaar include:

“Saal ke sabse saste 3 din”

Hafte ka sabse sasta din “Wednesday bazaar”

Exchange Offers “Junk swap offer”

Future card(3% discount)

Shakti card

Advertisement (print ad, TV ad, radio)

Brand endorsement by M.S Dhoni and Asin

Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like

Westside,

Shoppers stop and Lifestyle. They are:

“Keep West- aSide. Make a smart choice!”

“Shoppers! Stop. Make a smart choice!”

“Change your Lifestyle. Make a smart choice!”

People:

Well trained staff at stores to help people with their purchases

Employ close to 10,000 people and employ around 500 more per month.

Well-dressed staff improves the overall appearance of store.

Use scenario planning as a tool for quick decision making multiple counters for

payment, staff at store to keep baggage and security guards at every gate, makes for a

pg. 18

customer-friendly atmosphere.

Process:

Big Bazaar places a lot of importance on the process right from the purchase to the delivery

of goods. When customers enter the stores they can add the products they which to purchase

in their trolley from the racks. There are multiple counters where bill can be generated for

purchases made. Big Bazaar also provides delivery of products over purchases of Rs. 1000.

Physical Evidence:

Products in Big Bazaar are properly stacked in appropriate racks. There are different

departments in the store which display similar kind of products. Throughout the store there

are boards/written displays put up which help in identifying the location of a product.

Moreover boards are put up above the products which give information about the products,

its price and offers. Big Bazaar stores are normally ‘U shaped’ and well planned &

designed.

Marketing Mix Concept

pg. 19

Modern Technology Deployed by Big Bazaar

The evolution of technology within the retail and e-commerce space is shaping how

consumers behave and interact with brands and savvy, smart retailers know that

understanding shoppers’ behaviour is key for success. These retailers realize they can

utilize technology to capitalise on consumer needs and customised offerings to help

significantly increase their bottom lines.

Big Bazaar as a retailer follows a lot of modern trends to increase customer satisfaction and

save time on both ends (retailer and customer). The modern technologies deployed by Big

Bazaar are given below:

Electronic Point-of-Sale System: An EPOS system is one in which a universal product

code (black and white stripes or barcode) is read by a laser scanner connected to a

computer. On scanning a product, the computer records the sold items and displays the

price of the products to the customer. Eventually, an itemised bill is generated and given

to the customer as the receipt.

pg. 20

Electronic Funds Transfer at Point-of-Sale: An EFTPOS system is one which

facilitates cashless payments by the customers. An EFTPOS terminal is connected to

the retail store on one end and the other end to multiple banks and credit card companies.

This system enables a customer to use credit and debit cards for their purchases. It is

convenient for the customer as it is quicker and less open to fraud. The retailer is happy

as he receives his payment in his account immediately.

Electronic Data Interchange: EDI is the electronic exchange of data that takes place

between the retailer’s computer and that of his supplier. The exchange consists of

orders, delivery notices, invoices, returns and sales data. Its saves the lead time of

deliveries and large savings can be made by the consequent reduction in inventory

required. Given below is the process a business would take have to go through with and

without EDI.

pg. 21

Quick-Response Replenishment Systems: When EPOS systems are combined with

EDI, retailers are in effect adopting just-in-time replenishment or quick-response (QR)

replenishment methods. Ordering merchandise is not based on historical but current

sales. An advantage that that the QR Replenishment Systems have is the reduction in

stock outs and the amount of inventory carried. This reduces the cost to the retailer and

improves the service to the customer. The image below shows a simplified quick-

response replenishment system.

pg. 22

Loyalty Programs:

At Future Group Big Bazaar, we believe in building long-lasting relationships with customers.

We encourage repeat customer visits through our unique offers and special sale days.

Future Group has taken the whole concept of customer loyalty to the next level by joining

hands with PAYBACK. PAYBACK is India’s largest and one of Europe’s most successful

multi-partner loyalty programs. With PAYBACK, customers can shop, save and get rewarded.

This program enables consumers to collect millions of points across online and offline partners

– with just a single card. Customers can accumulate points across Future Group formats,

thereby making “shopping rewarding”.

Our formats Big Bazaar, Food Bazaar, Pantaloons, Central, Home Town, eZone, Brand

Factory and Future Bazaar are a part of the PAYBACK Loyalty program.

pg. 23

Merchandise

Main objective of the store layout is to maximize the interface between customers and

merchandise” It provides easy accessibility to the customers to view the offerings of the

store. Layout of the store has been strategically designed in order to make effective use of

merchandise and passage to draw customers’ attention on store’s offerings

Big Bazaar has a wide range of merchandise they have both branded and unbranded products

like :

Home lien items: Like bed sheets, pillow covers, carpets to kitchen utility items like

steel utensils and crockery and other minor utility items required in a house

Electronic items: like refrigerator, T.V, vacuum cleaner, music system, vacuum

cleaner, washing machine. etc

Mobile Zone: A wide range of mobile phones and accessories is available at lowest

possible price

Furniture: All kinds of furniture is available that one may require to decorate their

house.

Star Sitara: In this section all kinds of cosmetic items are made available

Opticians: In this section all brands and types fashion glasses are available

Men Ladies and kids wear: This section includes fashion and casual wear for men

ladies and kids both branded and unbranded.

Foot wear: In this section footwear for men women and kids is made available.

Music: A wide collection of CDs DVDs is made available

Toys: All kinds of toys for children is available

Stationary: all kind of office stationery and stationery for school going kids is

available

pg. 24

Location

Big bazaar is located has 31 outlets in India , big bazaar locates its outlet near the

commercial area and residential complex so that they can cover all their target customers

Eg : their outlet Metro Mall Junction , kalyan, Mumbai , is located near commercial areas

so that the working class people can drop in and shop house hold items after office hrs.

On the other hand their outlets in sangle is a bit different from what we would see at say,

high street Phoenix in Mumbai. For instance isn’t air conditioned: instead, there are air

coolers installed inside the store, also there are many shoppers there on days as an

weekends. Unlike office going people in big cities, people in smaller towns do not restrict

their shopping to weekends.

The choice of location of Big Bazaar in many ways captures the essence of what they were

doing- they adapt themselves to the habits tastes and preferences according to the location.

One of the distinct feature of their location is that it is easily accessible and they try to

locate their outlet in such a location where they can reach a large customer base.

pg. 25

Layout

In today’s competitive environment store design has now become a strategic tool for

differentiating the offerings of the store and retaining customers. Customer’s perception

regarding in-store design has changed. They see shopping as an activity which gives fun and

excitement. Customers like to shop in a changing and exciting environment. Retailers are

developing innovative strategies for store design. Store design is now become a marketing tool

for retailers. Thoughtful design of physical elements is a significant aspect for communicating

store image to customers. Retailers are giving more attention on creating favourable in store

environment for customers, this requires deep understanding of the target customers.

In retail environment now more systematic attention is been given to efficient designing of the

store which influences the buying behaviour of the customers. Visual merchandising and store

layout are considered as most significant elements of in-store design. Visual merchandising

coordinates stores marketing, positioning and communication strategy. Thoughtful in-store

display creates favourable appearance of the store for the target customer and attracts them

towards products. Effective display provides easy accessibility of product to target customers

and demonstrate the products in a way to make selection process easy for the customers.

Efficient design of the store layout contributes to profitable utilization of store space.

Efficiently designed layout can create enjoying the environment by providing convenient

shopping. Retailers adopt different patterns of store layout to encourage circulation of the

customers to all parts of the store and to provide easy accessibility of merchandising.

The ultimate objective of efficient store design is to increase sales and profit of the store.

Directly or indirectly the elements have some impact on the buying behaviour of the

customers. Visual merchandising is considered to create an interest in the customers and create

a favourable image of the store in the mind of the customers. Store layout provides

convenience to customers and makes shopping smooth. Retailers always try to create

favourable psychological impact on customers by designing element of the store in most

sophisticated way. E.g. retailers use graphics with social meanings to associate customers with

some life style.

pg. 26

Big Bazaar layout consists of layout of long rows of parallel fixtures, with no aisles because

aisles can be boring they restrict space and can’t be dramatized. At Big Bazaar, they create

multiple cluster or mini-bazaars within every store. It was designed as an agglomeration of

bazaars with different sections selling different categories’.

“It uses space efficiently.

It provides easy sitting of merchandise and linking of the product throughout the

store.

It allows more customers in the store at any time.

Allows staff of the store to work easily alongside the customers without disturbing

them.

Provide self-service atmosphere

The structure of Big bazaar at Metro Mall in Mumbai covers two floors that is basement middle

level and first floor.

The basement includes

Furniture

Home lein

Mobile zone

Star and sitare

Opticians

Watches

The middle level includes

Electronic items

The first floor includes

Men , ladies and kids wear

Apparels

Foot wear

pg. 27

Music

Toys

Stationary

Visual Merchandising

Visual merchandising at Big Bazaar uses “Store display for promotional purpose, but as

customers are becoming more sophisticated, Big Bazaar has found various techniques for

effective display for providing information and communicating image of the store to the

customers, helping them in taking purchase decision and creating exciting shopping

environment” Big Bazaar not only uses visual merchandising for promoting their product,

but they use it as a significant tool for creating appropriate store environment and influencing

purchase decision of customers.

They use danglers and hoardings at the entrance of the store as this may be a deciding element

in a consumer’s decision to enter a store. It uses various visual merchandising like it uses

remarkable window display for creating a shopping environment as it creates initiative

impression in the mind of customers as window display also sometimes become a deciding

factor whether to enter the store or not .

Retailers develop visual merchandising in order to relate customer’s social life with the

product, arouse their personnel interest for the product. “Retailers can use combination of

elements of in store display; such as color, texture, lighting, fixtures, graphics, and signage.”

pg. 28

Recommendation

Positive buying emotion and store design are the most significant components of retailing. Big

Bazaar should constantly work on creating favourable shopping environment. Store design is

a significant aspect in attracting and keeping the consumer excited about the shopping

experience. Attractive decoration, creative merchandising, efficient layout, appropriate

lighting, music and aromas enhance mood and emotion, which may leads to impulsive buying

behaviour. Using affective visual displays may also arouse impulsive buying emotion.

Efficiently arranged layout provides convenience and comfort to customers. These elements

can be used to create favorable in store environment and motivate shoppers to make an impulse

purchase.

Our study shows that there is a strong relationship between visual merchandising and impulse

buying of the shoppers. So visual merchandising is a significant tool for every retailer.

Therefore Big Bazaar should always concentrate on efficient visual merchandising. Retailers

should display things in the store in such a way that customer get attracted and excited. This

may lead them to unplanned purchase, which will increase the sales as well as profit of the

store.

Layout of the store is a significant aspect of in-store environment which makes shopping easy

for customers. There is a relationship between convenient store layout and product browsing.

Product browsing makes customers aware of offerings of store and various promotional

schemes. Big Bazaar should arrange layout of the store in a way to provide maximum

convenience to customers, this may create positive impact on the sales of the store.

Employees’ service is also a crucial factor for retail sector. If employees are well trained, they

can provide better service to customers and if customers would be happy with their response

and behaviour, they will maintain a relationship with the store. Behaviour of the employee can

influence the purchase decision of the customer. Big Bazaar should develop effective training

and development programs for employees so that they can continue to work on maintaining

good customer relationships.

pg. 29

Conclusion

We would like to conclude by saying that Big Bazaar has carved a niche for itself in the

retailing industry as a store that caters to customers from all classes, caters to their every need

at a reasonable price. Mr. Kishore Biyani the founder of Big Bazaar has emphasized his

personality to reflect on that of Big Bazaar which is “Indianess”.

His belief that only an Indian can understand an Indian has led to the creation of such creative

ideas from his work force that Big Bazaar has struck an emotional chord in the Indian customer

so much so that the loyalty of the customer are driven to Big Bazaar

Their Sab Se Sasta din event of 26th Jan can now be called the maker for when democracy for

in retailing truly setting for a vast majority of urban Indians the Glitzy shopping malls and

modern retail formats where perceived to be expensive and exclusive. But on that day, many

urban Indian shed their inhibitions for the first time and visited Big Bazaar stores located in

shopping malls and thus Big Bazaar became a hit.

pg. 30

Bibliography

Pride, William M and Ferrell O.C. Marketing: Concepts and Strategies. 12th edition ed.

Houghton Mifflin Co., USA, 2005

Ramaswamy, V. S., and Namakumari S. Marketing Management: Planning,

implementation and Control. 3rd ed. Macmillan India Ltd., 2002

Kotler, Philip, and Keller Kevin Lane. Marketing Management. Pearson Education,

Inc., 2006

Kotler, Philip, and Armstrong Gary. Principles of Marketing. 11th Pearson Prentice

Hall, 2006

Pradhan, Swapna. Retailing Management. Tata McGraw Hill, 2004

Websites:

www.futurebazaar.com

www.futuregroup.com

www.wikimedia.com

www.retailindia.com

www.google.co.in