Abg complete presentation

1

Customer Insights and Shopper Feedback

Collected from Exit Interviews conducted at:Big Bazaar – Wazirpur, Inderlok, Rajauri

Food Bazaar – M2K Mall

more.Megastore - Rohini

Details of Survey

The survey was done over 5 stores: Food Bazaar, more.Megastore, and 3 Big Bazaars.

In addition to the questionnaire, respondents were also asked for qualitative feedback.

There were deliberate efforts by the interviewers that an equal number of male and females are surveyed, as well as equal number of shoppers in each section.

The number of respondents were:Big Bazaar Wazirpur – 201Big Bazaar Inderlok – 200Big Bazaar Rajauri – 185

Food Bazaar – 186More.Megastore – 210

These numbers will be repeated in orange circles alongside graphs wherever relevant.

2

Contents

1 DATA COLLECTED and FINDINGS

2 QUALITATIVE DATA and INSIGHTS UNCOVERED

3 RECOMMENDATIONS SET

1. Customer Demographics

2. Imagery

3. Shopping Habits

4. Category-Specific Feedback

5. Media Habits

1. Big Bazaar, Wazirpur

2. Big Bazaar, Inderlok

3. Big Bazaar, Rajauri

4. Food Bazaar

5. More.Megastore

6. Insights

1. Customer Profiling

2. What Works

3. What Doesn’t

4. SWOT Analysis

5. Recommendations List

3

DATA COLLECTED and FINDINGS

1

4

1:

Customer Demographics

5

Figures expressed are in percentage of respondents who were surveyed at a given store.

Big

Bazaar,

Wazirpur

Big

Bazaar,

Inderlok

AGE:

1.50%

5.50%

20%

24%

29.50%

10%

6.50%

1% 0.50% 0.50%0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Less than18

18-24 25-30 31-35 36-40 41-45 46-50 51-55 56-60 More than60

4.50%

30%

42.50%

16.50%

5%

1%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

<18 years 18-30 years 31-40 years 41-50 years 51-60 years >60 years

201

200

6

3633

55

46

12

4

0

10

20

30

40

50

60

25-30 31-35 36-40 41-45 46-50 51-55

Figures expressed are in number of respondents who were surveyed at a given store.

Big

Bazaar,

Rajauri

Food

Bazaar

AGE:

2.16% 2.70%

25.95%

28.65%27.03%

9.73%

3.78%

Less than 18 18-24 31-35 36-40 41-45 46-50 51-55

185

186

7


more.

Megastore

AGE:

1.90%

2.86%

10.00%

23.33%

29.52%

19.52%

7.62%

5.24%

0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%

Less than 18

18-24

25-30

31-35

36-40

41-45

46-50

51-55

Age

210

8



GENDER:

Big Bazaar, Rajauri

Food Bazaar

58%

42%

58%

42%

39%

61%

Big Bazaar, Wazirpur

49.5%

50.5%

Big Bazaar, Inderlok

67%

33%

More.Megastore

Male

Female

201 200 185

186 210

9


RELIGION:

Big Bazaar, RajauriBig Bazaar, Wazirpur Big Bazaar, Inderlok

Hindu70%

Sikh30%

Hindu

Sikh

85%

0%12%

0%

0%

3%

Hindu

Muslim

Sikh

Christian

Parsi

Others

89%

3.00%6%

1.50%

Hindu

Muslim

Sikh

Christian

91%

3.50%4%1.50%

Hindu

Muslim

Sikh

Christian

Reliable and sufficient data could not be obtained due to respondents’

reluctance

201 200 185

186

10

Food Bazaar More.Megastore

Findings:

The Big Bazaar at Wazirpur attracts far more female customers than any other store.

Of all the stores, more.Megastore is visited by the least amount of female customers.

The age group of 25 years and under is a very rare visitor to the stores.

More.Megastore attracts a marginally greater amount of customers over the age of 50 years.

The age group of 30-45 years is by far the most frequent visitor to the given stores.

11

2:

Imagery

12

Big Bazaar, Wazirpur:

0

10

20

30

40

50

60

70

80

90

12

3

4

5

6

7

8

9

10

11

12

131415

16

17

18

19

20

21

22

23

24

25

26

27

More. megastore

Big Bazaar

Food Bazaar

others

Figures expressed are in percentage of respondents who awarded an attribute to a given store.

201

13


We can see that to shoppers at this store, Big Bazaar scores on most attributes.

Specifically, it scored highest in these attributes- Sell at lower prices on a daily basis and Has attractive offers, deals and promotions.

Food Bazaar scored more than Big Bazaar in Has fresh quality fruits & vegetables and Fruits & vegetables is good value for money.

More.Megastore’s highest scores were in Staff is responsive & helpful, staff makes you feel welcome and You usually get what you want at this store.

There was an apparent lack of awareness about the More brand as compared to the Big Bazaar brand.

14

Big Bazaar, Inderlok:

21 1915 22

19

19

17

9

1411

201

13101311

610

110

13

20

1915

28

0 0

0

20

40

60

80

100

120

140

160

12

3

4

5

6

7

8

9

10

11

12

131415

16

17

18

19

20

21

22

23

24

25

26

27

More. megastore

Big Bazaar

Food Bazaar

others

Figures expressed are in number of respondents who awarded an attribute to a given store.

200

15


Big Bazaar’s highest scores here were in This store has basic amenities and It is spacious.

More.Megastore’s highest score was in Has fresh quality fruits & vegetables, but it scored lower than Big Bazaar on all the attributes.

Food Bazaar had negligible presence in the respondent mindset at this store, as evidenced by the spider chart.

Very few of these respondents had ever visited more.Megastore, as they were unaware on how to judge it on attributes like spaciousness, billing, staff service etc.

Big Bazaar scored the lowest on Billing and checkout is quick.

16

Big Bazaar, Rajauri:

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

12

3

4

5

6

7

8

9

10

11

12

131415

16

17

18

19

20

21

22

23

24

25

26

27

Big Bazaar

Food Bazaar

More Megastore

Others


185

17


Of all the choices, including ‘other stores’, more.Megastore scored the lowest at this location.

Big Bazaar scored the highest in Sells at lower prices on a daily basis and Communication is interesting.

More.Megastore scored the lowest on every attribute; and its highest score was in Offers wide range in any product I wish to buy.

Food Bazaar scored more than Big Bazaar in 11 of the attributes, including Sells at lower prices on a daily basis.

Other or local stores scored relatively high in Complaints are addressed promptly and to my satisfaction.

18

Food Bazaar:

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

12

3

4

5

6

7

8

9

10

11

12

131415

16

17

18

19

20

21

22

23

24

25

26

27

Food Bazaar

Big Bazaar

moreMegastore


186

19

Food Bazaar:

This store gave the most even distribution of scores between Big Bazaar and more.Megastore among all stores surveyed.

More.Megastore scored more than Big Bazaar in 17 of the attributes.

More.Megastore’s highest scores were in Offers wide range in any product, Stocks latest products and Staff is responsive and helpful.

Big Bazaar’s highest score was in Communication is interesting.

Food Bazaar scored more than the other stores in 5 attributes, including Store has basic amenities and Leaflets/mailers are useful.

20

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

Lower PricesCommunication

Wide Range

Latest Products

Fresh Fruits & Veg

Easy to find

Pleasure Shopping

Staff responsive

Welcoming Staff

Get what you want

Basic Amenities

Leaflets / Mailers

Attractive OffersPrice labelingFruits & Veg - Value for Money

Loyalty Card

Spacious

InHouse Brands

Premium Products

Great Savings

Free and Easy Parking

Accepts Coupons

Home Delivery

Convenient to get to

Billing and check out is quick

Billing is error greeComplaint Resolution

Food Bazaar (85)

Big Bazaar (83)

MoreMegastore (210)

More.Megastore:


210

21

More.Megastore:

Big Bazaar’s highest scores were in Communication is interesting, Leaflets/mailers are useful and Attractive offers, deals and promotions.

More.Megastore’s highest scores were in Billing and checkout is quick and Offers wide range in any product.

More.Megastore scored more than Big Bazaar in 3 attributes- It is a pleasure shopping at this store, Has ample free and easy parking and Billing and checkout is quick.

Food Bazaar scored more than the other stores in 6 attributes.

Food Bazaar’s highest scores were in Sells at lower prices on a daily basis and Get great savings on my shopping at this store.

22

3:

Shopping Habits

23


0%

0%

0%

2.50%

10%

20.50%

30.50%

22%

10.50%

1%

2%

0% 5% 10% 15% 20% 25% 30% 35%

Less than Rs.3,001

Rs. 3,001- Rs. 5,000

Rs. 5,001- Rs. 7,500

Rs. 7,501- Rs. 12,500

Rs 12,501-Rs.17,000

Rs 17,001-Rs.30,000

Rs. 30,001-Rs. 40,000

Rs. 40,001 - Rs.60,000

Rs. 60,001 - Rs.85,000

Rs.85,000 – Rs,1,25,000

More than Rs,1,25,000

Total monthly household income

0% 10% 20% 30% 40% 50%

more. MEGASTORE

Big Bazaar,Wazirpur

Big Bazaar, Indra Lok

Big Bazaar, West Gate Mall,…

Food Bazaar, M2K Mall,…

Local Neighbourhood Stores

Store where you spend most

0% 20% 40% 60% 80%

more. MEGASTORE

Big Bazaar,Wazirpur





Store which you visit regularly

201

24Figures expressed are in percentage of respondents who were surveyed at a given store.


0%

0%

0%

3.00%

4%

11.00%

15.00%

33%

28.50%

4%

2%

0% 5% 10% 15% 20% 25% 30% 35%

Less than Rs.3,001

Rs. 3,001- Rs. 5,000

Rs. 5,001- Rs. 7,500

Rs. 7,501- Rs. 12,500

Rs 12,501-Rs.17,000

Rs 17,001-Rs.30,000

Rs. 30,001-Rs. 40,000

Rs. 40,001 - Rs.60,000

Rs. 60,001 - Rs.85,000

Rs.85,000 – Rs,1,25,000



0% 20% 40% 60% 80%

more. MEGASTORE

Big Bazaar,Wazirpur






0% 20% 40% 60% 80%

more. MEGASTORE

Big Bazaar,Wazirpur






200



0%

0%

0%

3.00%

4%

11.00%

15.00%

33%

28.50%

4%

2%

0% 5% 10% 15% 20% 25% 30% 35%

Less than Rs.3,001

Rs. 3,001- Rs. 5,000

Rs. 5,001- Rs. 7,500

Rs. 7,501- Rs. 12,500

Rs 12,501-Rs.17,000

Rs 17,001-Rs.30,000

Rs. 30,001-Rs. 40,000

Rs. 40,001 - Rs.60,000

Rs. 60,001 - Rs.85,000

Rs.85,000 – Rs,1,25,000



0% 20% 40% 60% 80%

more. MEGASTORE

Big Bazaar,Wazirpur






0% 20% 40% 60% 80%

more. MEGASTORE

Big Bazaar,Wazirpur






0.54%

4.32%

10.81%

12.97%

16.76%

12.43%

21.62%

9.73%

5.41%

0.54%

1.08%

Less than Rs.3,001

Rs. 3,001- Rs. 5,000

Rs. 5,001- Rs. 7,500

Rs. 7,501- Rs. 12,500

Rs 12,501-Rs.17,000

Rs 17,001-Rs.30,000

Rs. 30,001-Rs. 40,000

Rs. 40,001 - Rs.60,000

Rs. 60,001 - Rs.85,000

Rs.85,000 – Rs,1,25,000


0%

0%

0%

40.54%

18.91%

49.72%

0% 10% 20% 30% 40% 50% 60%

more. MEGASTORE

Big Bazaar,Wazirpur





0%

0%

0%

44.86%

16.75%

60.54%

more. MEGASTORE

Big Bazaar,Wazirpur



Food Bazaar, M2K Mall, Rohini


185


Food Bazaar:

4

75

67

20

11

2

7

0 50 100

Rs 12,501-Rs.17,000

Rs 17,001-Rs.30,000

Rs. 30,001-Rs. 40,000

Rs. 40,001 - Rs.60,000

Rs. 60,001 - Rs.85,000

Rs.85,000 –Rs,1,25,000

Did not tell

Monthly Household Income

1.6%

12.4%

4.8%

1.1%

57.0%

23.1%

0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%

more. MEGASTORE

Big Bazaar,Wazirpur





Store where you shop the most

186


1.307189542

10.78431373

3.921568627

0.653594771

49.67320261

33.66013072

0 20 40 60

Store You Visit Regularly

more. MEGASTORE

Big Bazaar,Wazirpur


Big Bazaar, Rajouri…

Food Bazaar, M2K…

Local Neighbourhood…

Store you visit regularly

More.Megastore:

0.48%

0.48%

5.24%

28.57%

26.67%

16.67%

9.05%

2.86%

2.38%

7.62%

0.0

0%

5.0

0%

10

.00

%

15

.00

%

20

.00

%

25

.00

%

30

.00

%

Rs. 5,001- Rs. 7,500

Rs. 7,501- Rs. 12,500

Rs 12,501-Rs.17,000

Rs 17,001-Rs.30,000

Rs. 30,001-Rs. 40,000

Rs. 40,001 - Rs.60,000

Rs. 60,001 - Rs.85,000

Rs.85,000 – Rs,1,25,000


Did not tell

Household Income

44.90%

12.76%

6.63%

1.02%

9.18%

25.51%

0.0

%

10

.0%

20

.0%

30

.0%

40

.0%

50

.0%

more. MEGASTORE

Big Bazaar,Wazirpur



Food Bazaar, M2K Mall, Rohini


Store where you shop the most

210


37.5

16.99

8.01

7.37

17.63

12.5

0 10 20 30 40

more. MEGASTORE

Big Bazaar,Wazirpur


Big Bazaar, Rajouri…

Food Bazaar, M2K…

Local Neighbourhood…

Store you visit regularly

4:

Category-Specific

Feedback

29

Figures are expressed as averages of all the responses given.


54.23%

58.71%

46.77%

38.81%

30.85%

18.41%

Fresh Products

Packaged Branded Foodand Non-food Section

Staples

Clothes

General Merchandise

CDIT

Sections Shopped At

3.25

3.09

3.13

3.28

3.31

2.90 3.00 3.10 3.20 3.30 3.40

AVAILABILITY OF THEPRODUCTS

RANGE OF PRODUCTS

FRESHNESS OF FRUITSAND VEGETABLES

LOWEST PRICES

AVAILABILITY OF BESTOFFERS

Fresh Products

3.34

3.02

3.14

3.32

3.42

2.83

0 1 2 3 4

Fresh Products

Packaged Branded…

Staples

General Merchandise

Clothes

CDIT

Overall Experience

3.04

3.14

3.18

3.14

3.07

2.95 3.00 3.05 3.10 3.15 3.20

QUALITY OFPRODUCTS

AVAILABILITY OFPRODUCT VARIANTS

RANGE OF PRICES

LOWEST PRICES


Staples Section

3.35

3.52

3.46

3.15

3.54

3.67

2.80 3.00 3.20 3.40 3.60 3.80

WIDE RANGE

RANGE OF PRICE…

AVAILABILITY OF…

QUALITY/FINISH

LOWEST PRICES

AVAILABILITY OF…

GM Section

3.16

3.20

2.88

2.88

2.72

2.402.602.803.003.203.40


RANGE OF PRODUCTS

FRESHNESS OFPRODUCTS

LOWEST PRICES

AVAILABILITY OFBEST OFFERS

Packaged Food & Non Food

201

30



2.74

2.63

2.79

2.37

3.11

2.84

2.61

0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50

VARIETY OF BRANDS

AVAILABILITY OF MODELS

AVAILABILITY OF THE SIZES

AVAILABILITY OF THE LATESTPRODUCTS

LOWEST PRICES

KNOWLEDGE OF PERSONNEL

AVAILABILITY OF BEST OFFERS

CDIT Section

3.56

3.44

3.23

3.44

3.21

3.28

3.21

3.42

3.58

3.37

3.00 3.10 3.20 3.30 3.40 3.50 3.60 3.70

COLOURS

SIZES

PATTERNS & DESIGNS

RANGE OF PRICES

RANGE OF BRANDS

QUALITY OF FABRIC

QUALITY OF FINISH

FIT AND COMFORT

LOWEST PRICES


Clothes Section

Series1

201

31



46.60%

53.30%

44.60%

44.30%

34.60%

33.33%

Fresh Products

Packaged Branded

Staples

General…

Clothes

CDIT

Sections Shopped at

3.65

4.05

4.1

3.86

3.63

3.26

Fresh Products

Packaged Branded

Staples

General…

Clothes

CDIT

Overall Experience

3.58

3.12

2.82

3.08

4

AVAILABILITY OF THEPRODUCTS YOU WANTED…

RANGE OF PRODUCTS TOCHOOSE

FRESHNESS OF FRUITS ANDVEGETABLES

LOWEST PRICES ASCOMPARED TO OTHER…

AVAILABILITY OF BESTOFFERS IN THE CITY

Fresh Products

3.61

3.29

3.11

3.57

3.6

AVAILABILITY OF THEPRODUCTS YOU WANTED

RANGE OF PRODUCTS TOCHOOSE FROM IN EVERY…

FRESHNESS OF PRODUCTS

LOWEST PRICES ASCOMPARED TO OTHER…


Packaged Branded

3.93

3.27

4.2

3.69

3.97

4.41

Wide Range od Designs,Patterns to choose from

Availaibility of wide rangeof price points

Availability of latestproducts

Quality/Finish of products

Lowest prices as comparedto other stores


GM

3.56

3.8

4.55

3.31

3.86

QUALITY OF PRODUCTSAVAILABLE

AVAILABILITY OF PRODUCTVARIANTS

RANGE OF PRICES TO SUITYOUR BUDGET

LOWEST PRICES ASCOMPARED TO OTHERS


Staples

200

32



3.51

3.58

3.28

3.09

3.41

3.25

3.15

3.21

4.17

4.16

RANGE OF COLOURS AVAILABLE

RANGE OF SIZES AVAILABLE

RANGE OF PATTERNS

RANGE OF PRICES OFFERED

RANGE OF BRANDS AVAILABLE

QUALITY OF FABRIC

QUALITY OF THE FINISH

FIT AND COMFORT

LOWEST PRICES


Clothes

3.68

3.34

3

2.97

4.43

4.08

4.1

VARIETY OF BRANDS TOCHOOSE FROM

AVAILABILITY OF MODELSAS PER YOUR

REQUIREMENTS

AVAILABILITY OF THE SIZESAND CAPACITIES OF YOUR

REQUIREMENTS

AVAILABILITY OF THELATEST PRODUCTS/

MODELS

LOWEST PRICES ASCOMPARED TO OTHERSTORES IN YOUR CITY

KNOWLEDGE OFPERSONNEL ABOUT THE

PRODUCT SPECIFICATIONS


CDIT

200

33



52.24%

39.30%

27.86%

10.95%

17.41%

7.96%

Fresh Products


Staples

Clothes

General Merchandise

CDIT

Sections Shopped At

3.55

3.36

3.52

3.29

3.51

3.44

3.00 3.20 3.40 3.60

Fresh Products

Packaged Branded…

Staples

General Merchandise

Clothes

CDIT

Overall Experience

3.40

3.44

3.38

3.49

3.20

3.00 3.20 3.40 3.60


RANGE OF PRODUCTS


LOWEST PRICES


Fresh Products

3.53

3.56

3.49

3.57

3.17

2.803.003.203.403.603.80


RANGE OF PRODUCTS


LOWEST PRICES



3.41

3.50

3.76

3.38

3.35

3.26

3.00 3.20 3.40 3.60 3.80 4.00

WIDE RANGE

RANGE OF PRICE…

AVAILABILITY OF…

QUALITY/FINISH

LOWEST PRICES

AVAILABILITY OF…

GM Section

3.24

3.69

3.73

3.58

3.31

3.00 3.20 3.40 3.60 3.80

QUALITY OFPRODUCTS


RANGE OF PRICES

LOWEST PRICES


Staples Section

185

34



3.23

3.45

3.86

3.50

3.50

3.56

3.33

3.50

3.44

3.39

2.80 3.00 3.20 3.40 3.60 3.80 4.00

COLOURS

SIZES

PATTERNS & DESIGNS

RANGE OF PRICES

RANGE OF BRANDS

QUALITY OF FABRIC

QUALITY OF FINISH

FIT AND COMFORT

LOWEST PRICES


Clothes Section

3.38

3.28

3.45

3.52

3.03

4.24

3.31

0.00 1.00 2.00 3.00 4.00 5.00

VARIETY OF BRANDS




LOWEST PRICES



CDIT Section

185

35


Food Bazaar:

68.8%

95.7%

65.1%

7.0%

Fresh Products

Packaged BrandedFood and Non-food…

Staples

General Merchandise

Sections Shopped At

3.57

3.48

3.71

3.00

Fresh Products


Staples

General Merchandise

Overall Experience

3.67

3.49

3.18

3.39

3.64

AVAILABILITY OFTHE PRODUCTS

RANGE OFPRODUCTS

FRESHNESS OFFRUITS AND…

LOWEST PRICES


Fresh Section

3.83

3.60

3.86

3.78

3.63

QUALITY OFPRODUCTS


RANGE OF PRICES

LOWEST PRICES


Staples Section

3.04

3.12

3.81

3.46

2.58


RANGE OFPRODUCTS


LOWEST PRICES



0.0 2.0 4.0

Wide Range

Range of price…

Availability of…

Quality/Finish

Lowest prices

AVAILABILITY OF…

GM Section

186

36


More.Megastore:

52.9%

73.8%

48.1%

4.8%

16.2%

30.5%

Fresh Products

Packaged Branded…

Staples

General Merchandise

Clothes

CDIT

Sections Shopped At

3.58

3.41

3.75

3.00

2.82

3.37

Fresh Products

Packaged Branded…

Staples

General Merchandise

Clothes

CDIT

Overall Experience

3.63

3.48

3.16

3.33

3.63


RANGE OF PRODUCTS


LOWEST PRICES


Fresh Products

3.82

3.58

3.95

3.89

3.63

QUALITY OFPRODUCTS


RANGE OF PRICES

LOWEST PRICES


Staples Section

2.75

3

3.75

3.5

2.25


RANGE OFPRODUCTS


LOWEST PRICES



2.0

3.0

3.0

3.0

3.0

2.5

WIDE RANGE

RANGE OF PRICE…

AVAILABILITY OF…

QUALITY/FINISH

LOWEST PRICES

AVAILABILITY OF…

GM Section

210

37


More.Megastore:

3.03

3.38

3.22

3.35

2.96

3.11

2.59

3.26

3.04

2.96

0.00 1.00 2.00 3.00 4.00

COLOURS

SIZES

PATTERNS & DESIGNS

RANGE OF PRICES

RANGE OF BRANDS

QUALITY OF FABRIC

QUALITY OF FINISH

FIT AND COMFORT

LOWEST PRICES


Clothes Section

3.51

3.47

3.31

3.64

3.31

3.36

3.16

2.80 3.00 3.20 3.40 3.60 3.80

VARIETY OF BRANDS




LOWEST PRICES



CDIT Section

210

38

5:

Media Habits

39

Figures are expressed as percentages of all the responses given.


48.50%

60.50%

39.50%

28%

11%

Big FM

Radio Mirchi

Radio One

Red FM

Air FM

Which radio channel do you listen to

34.50%

37.50%

8%

17.50%

11.50%

3.50%

0.50%

0.50%

Hindustan Times

The Times of India

Mail Today

Navbharat Times

Hindustan

Punjab Kesari

Dainik Jagran

OTHERS

Which Newspaper you read the most

201

40



24.00%

42.50%

12.00%

19%

4%

Big FM

Radio Mirchi

Radio One

Red FM

Air FM


30.50%

42.00%

8%

7.00%

15.00%

4.50%

6.50%

22.50%

Hindustan Times

The Times of India

Mail Today

Navbharat Times

Hindustan

Punjab Kesari

Dainik Jagran

OTHERS


200

41



24.00%

42.50%

12.00%

19%

4%


30.50%

42.00%

8%

7.00%

15.00%

4.50%

6.50%

22.50%

Hindustan Times

The Times of India

Mail Today

Navbharat Times

Hindustan

Punjab Kesari

Dainik Jagran

OTHERS


38.92%

29.73%

24.32%

43.78%

22.16%

8.65%

Big FM

Radio Mirchi

Radio One

Red FM

Air FM

OTHERS

44.32%

44.86%

0.54%

23.78%

7.03%

3.24%

5.95%

6.49%

Hindustan Times

The Times of India

Mail Today

Navbharat Times

Hindustan

Punjab Kesari

Dainik Jagran

OTHERS

185

42


Food Bazaar:

27.96%

65.59%

30.65%

38.71%

8.06%

3.23%

1.08%

0.00%

Hindustan Times

The Times ofIndia

Mail Today

Navbharat Times

Hindustan

Punjab Kesari

Dainik Jagran

OTHERS

Which Newspaper do you read most

Sufficient and reliable data could not be obtained.

186

43


More.Megastore:

30.11%

49.46%

15.05%

44.09%

12.90%

10.22%

11.83%

5.91%

Hindustan Times

The Times of India

Mail Today

Navbharat Times

Hindustan

Punjab Kesari

Dainik Jagran

OTHERS

Which Newspaper do you read most

Sufficient and reliable data could not be obtained, with most respondents tentatively picking either ‘Radio

Mirchi’ or stating that they listened to “whatever was playing something nice at that time.”

210

44

QUALITATIVE DATA and INSIGHTS UNCOVERED

2

45


BILLING & CHECKOUT

Billing system should be faster

Queues are long

Waiting time is too long

PRODUCTS & PRICES

Range of products is good but variety in each section is

not

Some products are outdated, or price

is not clear

Quality of the clothes is not good

SERVICES & AMENITIES

No seating space

Shelves are not properly

organised, staff rare

ADVERTISING & PROMOTIONS

Location close to Metro is

convenient

GENERAL & MISC

Parking is very convenient and close to the exit

Good store, but cheap quality

Kidswear range is good, no women’s

formal clothing

46


BILLING & CHECKOUT

Good loyalty scheme

PRODUCTS & PRICES

Popular brands are in limited

stock

Range of electronics is good

Quality seems okay, but poor for

some products

Clothes aren’t branded and not

much variety


No seating space

Staff not very helpful

Camera not allowed, and people eating

inside the store


Don’t know about the loyalty scheme

Communication is interesting

GENERAL & MISC

Many visitors are first time visitors

Replenishing problem as

shelves are empty sometimes

47


BILLING & CHECKOUT

Checkout is quick and easy

Long queues during peak periods in the

evening

PRODUCTS & PRICES

Prices reasonable and good sales on

Excellent range in clothing and accessories

Poor quality of apparel

Comprehensive range of products


Spacious and ample seating space

Staff not very helpful, absent or

apathetic

Constant announcements on the loudspeaker are

annoying


Great sales offers on clothes like jeans

and tshirts

Big Bazaar is a powerful and well

known brand

GENERAL & MISC

Parking facilities for the store are poor

Water and washroom

conditions are not very hygienic

48

Food Bazaar:

BILLING & CHECKOUT

Checkout is quick and easy

PRODUCTS & PRICES

Some vegetables are not fresh

Some vegetables are not available

Poor variety and availability of

products



Promotions are good but

availability is not

Big Bazaar is a better choice

GENERAL & MISC

Own brand of Food Bazaar is

dismal

49

More.Megastore:

BILLING & CHECKOUT

Checkout is quick and easy because of short queues

Good to see that all counters are

operating

PRODUCTS & PRICES

Range of products is limited

Products are fresh

Pricing seems standard


Thank you for all the seating space,

I can bring my family with me

Parking is convenient

It is a little far away and in a crowded area

Staff is helpful and is dressed neat


Good offers are on almost all the time

Not as active as Big Bazaar

GENERAL & MISC

Own brand is okay, but I prefer the known ones

Am not that frequent a buyer to use the loyalty

scheme

50

Insights:

Qualitative Quantitative

Customers appreciate it if all visible counters in a store are operational.

The ‘peak-hours’ excuse is not enough to assuage customer frustration regarding long queues.

From the given total respondent set, it can be concluded that loyalty schemes are not used much and awareness

regarding them is low.

The apparel shopping customer is generally dissatisfied with both the range and quality of products available.

The attitude and willingness to help of the store staff is highly important to the customer. It may either put

him/her off or facilitate the making of a sale.

High-purchase customers generally come with family and kids- this also includes the elderly. These customers

look for other services like- convenient parking, drinking water, hygienic store etc.

In all the stores surveyed it was found that majority of the customers are between 30-50 years of age.

Youngsters below 25 form only around 3% of the entire respondent set.

Among the stores, Food Bazaar captures the highest percentage of below-25 year olds, indicating that youngsters prefer Food Bazaar for their bread and

vegetable needs.

There is a marked difference in the number of females who come to shop at Big Bazaar and the number that

come to more.Megastore, in favor of the former.

In terms of imagery, consumer perceptions lean mostly towards Big Bazaar, indicating that more.Megastore does not have the presence the former has. Factual

information indicates that more.Megastore has in fact more space, better amenities and parking than most of

the Big Bazaar stores surveyed, yet consumer perception do not reflect this.

51

Insights:

Qualitative Quantitative

Most customers ignore or are annoyed by frequent in-store loudspeaker announcements .

Seating/resting space is valued by family-oriented customers.

Customers are put off by outdated products, unstackedor disorganized shelves, illegible or nonexistent price tags

etc.

Store location is often instrumental in high footfall. Stores near Metro stations are favored by customers for

the convenience.

Customers generally look out for promotions, sales schemes etc. but Big Bazaar is more visible in this domain

compared to more.Megastore.

Often stores do not stock entire ranges, for ex. they may have women’s formal attire but no children’s clothing.

This deters customers who come with their entire families with the intention of buying for everyone.

Especially during holidays like Diwali.

Consumers spend the most at their local stores, indicating that vicinity of store place a role in customer

decision making.

Across all stores, around 50% of all customer shopping is dedicated to packaged and branded food and non-food

and fresh products.

Even though more.Megastore has ample space, amenities and parking along with good range of products

there is no marked difference in overall experience between this and the other stores.

Radio Mirchi, Red FM, Times of India and Hindustan Times are the most subscribed information mediums.

Radio Mirchi, Red FM, Times of India and Hindustan Times are the most subscribed information mediums.

52

RECOMMENDATIONS SET

3

53

Customer Profiling

The average customer that walks into more.Megastore would be between 30-50 years of age, a male with a total monthly household income between Rs. 17,000 to Rs. 40,000 and

would read either Times of India or Navbharat Times.

In addition, he would also probably spend more at more.Megastore than he does at his local neighborhood store.

The average customer would spend little on clothes or general merchandise. The bulk of his purchases would be spread between packaged branded food and non-food, fresh

products and staples. He could also spend some money on CDIT.

Still, he would probably not consider himself that frequent a buyer to subscribe to any loyalty schemes, especially as he notes that good promotions are anyway on all the time

both at more.Megastore and Big Bazaar.

It is likely that this customer will also bring his family along because of the store’s services and amenities but the low purchase on general merchandise and clothes indicates that he

does not come to shop for his entire family.

54

Customer Profiling

If the customer is a female, she would be disappointed at the limited range of clothing and women’s apparel. She would also not be excited at the standard pricing.

In addition, she would prefer known brands to more.Megastore’s own brands.

Chances are that she will perceive Big Bazaar for lower prices and better sales deals, but she may appreciate more.Megastore’s helpful and neat staff.

If the customer intends to shop across a wide range of products for his/her entire family they would be willing to put up with Big Bazaar’s long queues in return for a wider range

and variety of products.

55

What Works What Doesn’t

Ample parking space

Helpful and willing staff

Drinking water, restroom, seating facilities

Spacious store and short waiting times

No outdated products, unlined shelves etc.

Vicinity to residential areas, close enough to be a substitutable for local stores.

Promotions are not capturing public awareness.

Perception of Big Bazaar as the place for promotions and sales discounts etc.

Lesser visibility of the More brand compared to the Big Bazaar brand.

Poor footfall of female customers.

Limited range in clothing and apparel, although whether this is the cause of less shopping in that department or

the effect of it- we do not know.

Higher number of stores can have a feedback effect in terms of brand equity and public awareness.

56

SWOT Analysis

• Store’s own brand is not preferred.

• Loyalty scheme does not seem to be attracting enough customers.

• As local stores mushroom store might witness lower footfalls.

• Staff is helpful and friendly in the store.

• Store’s CDIT section can attract greater footfall of under 25-year olds.

• Ample parking and large space can accommodate crowded holiday-time numbers as well.

• Competing Big Bazaar’s are relatively far away, store can monopolize affairs.

• Consumer awareness is low regarding the store.

• Consumer perception favors Big Bazaar more in terms of imagery.

• Product range is relatively limited.

• Store does not attract adequate footfall of female customers.

• Store spacing, parking and services are much to consumer satisfaction.

• Store usually witnesses short queues and waiting time.

• Store is located close to Metro Station and residential areas.

• Shelves are regularly updated and outdated products removed.

Strengths Weaknesses

ThreatsOpportunities

57

Recommendations List

More has to spend more on promotions and public awareness building. Why is that despite being more spacious than Big Bazaars and having better amenities do consumer

perceptions still favor the latter?

The promotional campaign should be carried out through- Times of India, Hindustan Times and Navbharat Times in the print medium and Radio Mirchi and Red FM in the radio

medium.

Ads or tickers can also be placed in local cable channels around Rohini to position more.Megastore as the first local neighborhood choice.

Advertisements placed in radio stations should be instrumental in capturing the attention of female customers, especially housewives who listen to the radio while doing house chores.

Attention should be paid to the ambience of the store. Loud noises and crackling announcements are a strict no-no.

58

Recommendations List

Youngsters can be attracted to the store through promotional offers that engage them- such as poster sales, music and dvd discounts etc. In addition, playing (not loud) popular or

favored music in the store would help the ambience.

Most youngsters at Big Bazaar found the CDIT sections unattractive and limited in range. More can spruce up its own CDIT sections by adding newer brands and a wider range to

attract and capture the younger customers.

Promotional and branding communications should seek not to illuminate product-based or direct benefits, rather they should expose the experiential aspect of shopping at

more.Megastore for the entire family.

More can identify the shopping order of customers i.e. find out in what order do customers move through the store’s product departments. Facilitating flow and layout corresponding

to this should also add to the customer experience.

BUT THE MOST IMPORTANT IS BUILDING AWARENESS REGARDING MORE AND THE VARIOUS BENEFITS IT OFFERS OVER OTHER STORES LIKE BIG BAZAAR.

59

THANK YOU

Abhinav Singhvi

Amritanshu Pandey

Eeshaan Sharma

Gaurav Anand

Hareet Arora

Jaideep Singh

Raghoo Puri

Srikanth Rayasam

MDI - Gurgaon

60

Business

Abg complete presentation