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A REPORT ON

MERCHANDISING PHILOSOPHY OF

BIGBAZAAR

SUBMITTED TO: SUBMITTED BY:

PROF. T.K. CHATTERJEE DIPTAKSHYA BANERJEE

SEC B

ROLL NO.- 76


2/19

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TABLE OF CONTENTS

SL

NO.

PARTICULARS PAGE NO.

1 INTRODUCTION 3

2 COMPANY PROFILE 4

3 STRATEGIES INVOLVED 6

4 THEORITICAL BACKGROUND 10

5 RESEARCH METHODOLOGY 12

6 FINDINGS & OBSERVATIONS 13

7 RECOMMENDATIONS 14

8 BIBLIOGRAPHY 16

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INTRODUCTION:

Retailing involves all activities incidental to selling to ultimate consumer

for their personnel family and household use. It does this by organizing

their availability on a relatively large scale and supplying them to a

customer on a relatively small scale. Retailer is any person/organization

instrumental in reaching the goods or merchandise or services to the end

users. Retailer is a must and cannot be eliminated.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.

Retailing is one of the biggest sectors and it is witnessing revolution in

India. The new entrant in retailing in India signifies the beginning of

retail revolution. India's retail market is expected to grow tremendouslyin next few years. According to AT Kearney, the Windows of

Opportunity shows that Retailing in India was at opening stage in 1995

and now it is in peaking stage in 2006. India's retail market is expected

to grow tremendously in next few years. India shows US$330 billion

retail market that is expected to grow 10% a year, with modern retailing

just beginning. India ranks first in 2005. In fact, in 2005 and 2006, India

is the most compelling opportunity for retailers, because now India is inpeaking stage.

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COMPANY PROFILE

BIG BAZAAR

Pantaloon Retail (India) Limited,

is Indias leading retailer that

operates multiple retail formats in

both the value and lifestyle

segment of the Indian consumer

market. Headquartered in Mumbai (Bombay), the company operates

over 7 millions square feet of retail space, has over 1000 stores across 53

cities in India and employs over 25,000 people.

The companys 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, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station,

all, Top 10, bazaar and Star and Sitara. The company also operates an

online portal, futurebazaar.com.

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.

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At Big Bazaar, you will definitely get the best products at the best prices

- thats 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 your shopping

experience.

FUTURE GROUP:

Future group is one of the countrys leading business groups present in

retail, asset management, consumer finance, insurance, retail media,

retail spaces and logistics. The groups flagship company, pantaloon

Retail (India) Limited operates over 7 million square feet of retail space,

has over 1000 stores of its leading retail formats include, Pantaloon, Big

Bazaar, Central, Food Bazaar, Home Town, Ozone, Depot, future

Money and online retail format, futurebazaar.com.

Future group includes, Future Capital Holding, Future Generally India

Indus league clothing and Galaxy Entertainment that manages sports

Bar, Brew Bar and Bowling Co. Future Capital Holding, the group s

financial arm, focuses on asset management and consumer credit. It

manages assets worth over $1 billion that are being invested in

developing retail real estate and consumer-related brands and hotels.

The groups joint venture partners include Italian insurance major,

generally. French retailer ETAM group. Us-based stationery products

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Price was the basic value proposition at Big Bazaar

Big Bazaar outlets sold a variety of products at prices; which were5 to 70% lower than the Market Price.

The catch line Is se sasta aur kahi nahi emphasized the value of

the Mall.

SELECTING THE LOCATION:-

The main consideration while selecting the location was whether

the low margin on the products would allow the company to

sustain growth.

The group conducted a study & it was found that for a store like

Big Bazaar, a large catchment area is needed.

In Bhubaneswar they have two stores located at Vani Vihar &

Magnetic Square.

THE MERCHANDISE MIX:-

Large Product mix offered by Big Bazaar was the main attachment.

The World stocked about 105000 items in over 18 product

Categories.

In first year apparel accounted for 70% of the off take & the price

was largely responsible for the success.

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Price range starts from Rs 49 to Rs 250,000 according to the needs

of customers.

Buying Process for most of the categories at big Bazaar is largely

price driven.

STORES DESIGN:-

It tells the customer what the store is all about. It creates an image

in the minds of Customer .It is the starting point of all marketing

efforts. For a customer store needs to be easy to navigate, it must

appeal to his sensory Perceptions & must create a sense of

belonging sense of relationship. The environment created in retail

store is a combination of exterior look, store interiors, theatmosphere in the store & events promotions & themes which form

a part of retail store.

EXTERIOR DESIGN:-

It is a function of location of the store site & other facilities like parking& ease of access. Store fronts is an important factor , it should be

inviting & it should have good lighting & other facilities in total it

should entice potential customers into store. The world is ideally located

at Patia Square 4km away from Jaydev Vihar.

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It is easily accessible either from Jaydev Vihar.

It has got a spacious parking lot also.

It has got a massive appeal, exterior look justifies its name Big

Bazaar

INTERIOR STORE DESIGN:-

It is a function of aesthetics within the store, the merchandise sold within

the space used & the overall layout of the store.

Space planning: the amount of space allocate within the store.

Location of Various department.

Creation of planogram.

Relationship of space of profitability.

Big Bazaar is the three storied building, the ground floor with food &

beverages. The first floor is completely apparels & home & personal

care. The Second floor is completely with jewellery & decoration

materials & the third floor is all about shoes, casuals, child care & toys.

PRODUCT MIX:-

APPARELS FOOD

PRODUCTS

CHILL

STATION

HOME

&

FASHION

&

CHILD

CARE

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PERSONAL

CARE

JEWELLERY &

TOYS

Formal Wear Staples Soft drinks Shampoos Footwear Kids wear DenimT- shirts

Ready to eat PackagedJuices

DetergentSoap

Beauty Care Toy Bazaar

Fabrics&Cut piece

Readyto cook

Milk items Liquid wash Bindre Stationery

Accessories Spices Frozenfoods

Cream Child Care

Under garment Imported

Bazaar

Ice-cream Deodorants

Night wear Tea & Coffee Utensils

Party wear Plastics

Sarees Crockery

SPACE PLANNING:-

Floor Plan--

Where merchandise & customer service department is located.

How much customers circulate through the store, & how much

space is dedicated to each department.

PROMOTION:-

The main idea behind every effort is to make a bulk purchase.

Saal ke sabse sasta Teen Din is the slogan of BIG BAZAAR.

Advertisement (Print AD,TV AD,Radio AD)

Point of purchase Promotion.

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THEORETICALBACKGROUND:

Retailing is the most active and

attractive sector selling goods or

services directly to final of the last

decade. While the retailing industry

consumers for personal, non business

use itself has been present through

history in our country, it is in the recent

past it has witnessed so mush

dynamism

Retailing one of the largest sectors in

the global economy is going through a

transition phase not only in India but the world over.

The study of any subject is made easier by examining it in an organized

fashion. There are three classes of variables involved in understanding

consumer behavior, stimulus, response and intervening variables.

Stimulus variables, such as advertisement, products and hunger pangs

exist in both the individuals external and internal environment. These

generate sensory inputs to consumers. Responses variables are the

resulting mental and/or physical reactions of individual who areinfluenced by stimulus variables. For ex: - purchasing a product or

forming attitudes about it could be viewed as responses variables.

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Many of the variables affecting consumer (such as personality, learning,

and perceptions of external situations, motives, and so forth) cannot be

directly observed therefore, those who want to learn about the variables

affecting consumer must often make inference to determine the extent to

which a given variable is having an influence

The study of consumer behavior can also be quite complex, because of

the many variables involved and their throw the variables, tendency to

interact with and influence each other. Models of consumer behaviorhave been developed as a means of dealing. With this complexity.

Models can help organize out thinking about consumers into a coherent

into a coherent whole by identifying relevant variables, describing their

basic characteristics, and specifying how the variables relate to each

other.

RESEARCH METHODOLOGY

Research Methodology ill common parlance refers to a search for

knowledge. One can also define also research as a scientific and

systematic research for pertinent information a specific topic. Research

is an art of systematic investigation. Some people consider research as a

movement, a movement to the known to the unknown.

According to Clifford Woody: -

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Research comprises defining and redefining problems, formulating

hypothesis or suggested solutions, collecting, organizing and evaluating

data, making deductions mil reaching conclusion, and at last carefully

testing the conclusion to determine whether they fit the formulating

hypothesis.

Marketing research is defined as a systematic gathering and analysis

of the data concern with an objective. The whole activity is divided into

various parts and after compilation of that we reach at certain findings,which enable us to marketing decision. It involves the diagnosis of

information needed and the selection of the relevant and inter-related

variables.

RESEARCH PLAN: -

Research Approach: SECONDARY TECHNIQUE

FINDINGS AND OBSERVATIONS:

1. We found out that most of the people were affected and attractedwith offers and schemes.

2. It has been found out that most of the people in Bhubaneswar cityvisit malls for refreshment and enjoy.

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3. Consumers choose malls to stop because they all want variety and brands and shopping at malls according to the consumers is

economic as compared to shopping at other places.4. Most of the people are brand loyal and most of them stack to the

brand they like.5. Advertising plays a very crucial part in the consumer decision

making process and Big Bazaar is Known for Advertisement.6. Most of the respondents take on the spot decision of buying

different products because of the various attractive productdisplays and pretty combination which the store tries on the

mannequins is mostly dependent by the customers, show that mostof the consumers are attracted towards different fancy displays.7. For most of the respondents quality plays a very important role

because most of the respondents said that they want qualityproducts and thats also one reason for most of the respondentssticking to particular brands.

8. We can also say that location, variety convenience and economicalproducts are not the only things which attract the customer butthere are some other factors which play a major role in attractingthe customers as mentioned.

RECOMMENDATIONS:

Customers are becoming price conscious they are having many options

in the market considering the consumer buying behavior the malls and

other shopping centers should take certain definite steps like retaining

customers by giving those schemes discounts and better service.

So Big Bazaar should opt for the following steps:-

Should follow more of High low pricing rather than Everyday low

pricing.

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Should go for weekly coupon system as it holds more of the loyal

customers

As it is near KIIT University so it must give more emphasis on

students choice products like apparels, fooding, pillow, bed sheets

etc.

The trend today has been to combine shopping with various offerings for

ex in a mall apart from shopping a customer enjoys food courts and

many others services which todays modem malls provide.

Shopping has made people spend not just on their requirements of goods

to be bought but to look on the totality of the experience have a quick

bite at Mc Donalds in the mall are let the kids play fun games while one

is busy shopping or even taking the family out to movie and having a

dinner ALL UNDER ONE ROOF

The benefits of this totality offering are that many vendors get to have

people patronized their offerings while the shopping experience i.e. being enhanced more business is got by the stores at the venue.

Shopping is no longer a onetime agenda for people. Various options are

opening up.

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BIBLIOGRAPHY

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BOOKS AND MAGAZINES:

Consumer Behavior- Fourth edition by David L. London &

Albert J. Delia Bitta.

Research methodology (Methods & Technology)

Revised Second edition by C.R.Kothari

Retail Management ( A Strategic Approach)

- Barry Berman & Joel R Evans

NET RESOURCES:

www.google.com www.wikipedia.com www.answers.com

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