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Brand Positioning of Big Bazaar

Section A

INDUSTRY PROFILE

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Introduction

Retail is India’s largest industry accounting for over 10 per cent of the country’s GDP and

eight per cent of the employment. The industry in India has emerged as one of the most

dynamic and fast paced ones with several players entering the market. The Indian retail

market is expected to grow from US$ 300+ billion to US$ 400+ billion at the rate of

approximately 7-8% per year by 2010. Driven by changing lifestyle’s, strong income

growth, western influence and favorable change in demographic patterns, Indian retail is

expanding at a rapid pace.

Retail market essentially comprises:

 Shopping centers: there is an increase in the number of shopping centers in

both tier-I and tier-II cities. India can expect to have 600 new shopping malls

by 2010.

 Food retail

 Kid’s retail

 Agriculture and Floriculture

 Electronics goods market.

“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 it’s operations.
Retailing also helps society in general by providing goods and services in reasonable
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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 ).

An overview on Retail Revolution in India

Retail in India is on a cusp of transformation. Organized retailing as a professional


service-oriented set-up, is a recent phenomenon in India but is growing at a tremendous

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pace with a potential of creating over 2 million new (direct) jobs within the next six
years, assuming an 8 to 10 per cent share of organized retailing in the total retail business.

The fast changing retail environment demands that professionals learn new skills,
improve their efficiency, learn to compete and think out of the box. As retailers work
directly with customers and there is need for good managerial talent to interpret and
satisfy the needs and desires of customers. All this requires an education that is intensive,
comprehensive and closely linked to the retail business world. The need is to have a
program which has all the inherent features of a business management program and
includes experiential learning throughout the program.

Market Trends, Challenges & Opportunities

1. Across BRIC countries, the food and grocery (F&G) segment is clearly driving
retail growth. For eg, retail food sales dominate the total retail market in Brazil,
accounting for almost 54 percent of the total retail sales, while Russia is the
fastest growing retail food sales market in the world, with the potential to again
double in size by 2008.
2. The prevalence of English as a language of communication to a very great extent
facilitates material sourcing and business communication. While India and Russia
pose no problems in this regard, Brazil and China present communication
problems for foreign companies.
3. The importance of governments that are quick on decision-making and passing
liberal trade laws cannot be emphasized enough. In China, for instance, being a
non-democratic country makes it easier for foreign investors to do business sans
bureaucratic red-tapism (in comparison to a democratic country like India), the
obvious reason being that the political establishment is not directly accountable to
the people.
4. Growing urbanization and metropolitan saturation is leading to the expansion of
retail formats and investment opportunities towards tier-II cities and rural hubs
across all four countries.

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5. Continued economic reforms together with the growth of organised retail


(especially in the F&G segment) have led to growing rural incomes, triggering off
far-reaching, social impacts. The upcoming ‘Golden Quadrilateral' plan for
roadways in India, which is to connect the four cities of Delhi, Kolkata, Mumbai
and Chennai, will have massive economic and social repercussions on rural and
semi-rural clusters along the vast network. In China too, the government plans to
create a rural retail network covering 70 percent of all villages by 2008.

Retail and India

India's imminent urbanization process has implications for demand for housing, urban
infrastructure, location of retail, and demand for consumer durables.

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The on-stream infrastructure development will drive growth in the transportation sector,
spur demand for vehicles, increase real estate values along the “Golden Quadrilateral”
corridor, and potentially boost construction of suburban homes as people escape
congested cities. Plus, it will open up thousands of villages en route to a global audience
and effectively integrate them with the growing Indian economy.

• Growth of the Retail market, to a great extent, is the dependent on the size of the
country's consuming class and the rate of growth of GDP, especially disposable incomes.

• India is the world's second most populous country and its GDP growth is likely to
surpass that of China by 2015.

• It is estimated that India's GDP will surpass that of the US before 2050, to make it the
world's second largest economy.

• Reflecting on the robust growth in India's GDP, consumer expenditure (in current
prices) grew at a relatively high pace of nearly 10 percent per annum over the past two
years.

• India's advantage lies in the fact that it has the largest young population in the world –
over 890 million Indians are below 45 years of age. The median age for India is 25 years
as compared to 28 years for Brazil, 33 years for China and 38 years for Russia.

• There are more English speaking people in India than on the European continent.

• The retailing industry in India, estimated at USD 270 Billion in 2006, is expected to
double to USD 440 Billion by 2010.

• The size of the organized retailing market in 2006 stood at USD 12.4 Billion in 2006,
thereby making up a mere 4.7 percent of the total retailing market.

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• Of the total retail market, food and grocery retail is by far the single largest block
estimated to be worth a whopping Rs.642, 200 crore, but more than 99 percent of this
market is dominated by the neighborhood mom & pop stores.

• Clothing, textiles and fashion accessories constitute the second largest block.

• For the year 2007, the India Apparel Report 2007 expects growth of organized retail to
touch 40 percent. From 2008 onwards (until at least 2010), organized retail is expected to
register around 45 percent YoY growth in India.

• Total retail in India, which registered 5.7 percent YoY growth from 2004-2006, to range
between that and 6 percent YoY growth over the next 3-4 years.

• With these growth percentages and following from our estimates for 2006, the future
estimates* for organized retail in India: 2007– Rs.77, 000 crore; 2008 – Rs.111, 500
crore; 2009 – Rs.162,000 crore; and 2010 – Rs.235,000 crore. (*Estimates based on 2006
prices).

• In terms of formats, the energy in terms of new investments is expected to be driven


towards the supermarkets and hypermarket segments.

• All new players – Reliance Industries, Bharti Retail/ Wal-Mart, AV Birla Group – have
shown interest towards developing these two formats, along with wholesale, cash & carry
outlets, while India's largest retailer – Retail India Ltd. – has a continuous store rollout
schedule for its Big Bazaar hypermarkets and Food Bazaar supermarkets.

Company Profile

Why pantaloon

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Pantaloon is not just an organization – it is an institution, a center of learning &


development. We believe that knowledge is the only weapon at our disposal and our quest
for it is focused, systematic and unwavering.

At Pantaloon, we take pride in challenging conventions and thinking out of the box, in
traveling on the road less traveled. Our corporate doctrine ‘Rewrite Rules, Retain Values’
is derived from this spirit.

Over the years, the company has accelerated growth through its ability to lead change. A
number of its pioneering concepts have now emerged as industry standards. For instance,
the company integrated backwards into garment manufacturing even as it expanded its
retail presence at the front end, well before any other Indian retail company attempted
this. It was the first to introduce the concept of the retail departmental store for the entire
family through Pantaloons in 1987. The company was the first to launch a hypermarket in
India with Big Bazaar, a large discount store that it commissioned in Kolkata in October

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2001. And the company introduced the country to the Food Bazaar, a unique 'bazaar'
within a hypermarket, which was launched in July 2002 in Mumbai. Embracing our
leadership value, the company launched all in July 2005 in Mumbai, making us the first
retailer in India to open a fashion store for plus size men and women.

Today we are the fastest growing retail company in India. The number of stores is going
to increase many folds year on year along with the new formats coming up.

The way we work is distinctly "Pantaloon". Our courage to dream and to turn our dreams
into reality – that change people’s lives, is our biggest advantage. Pantaloon is an
invitation to join a place where there are no boundaries to what you can achieve. It means
never having to stop asking questions; it means never having to stop raising the bar. It is
an opportunity to take risks, and it is this passion that makes our dreams a reality.

Come enter a world where we promise you good days and bad days, but never a dull
moment!

Company profile

Pantaloon Retail (India) Limited, is India's leading retail company with presence
across multiple lines of businesses. The company owns and manages multiple retail
formats that cater to a wide cross-section of the Indian society and is able to capture
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almost the entire consumption basket of the Indian consumer. Headquartered in Mumbai
(Bombay), the company operates through 7 million square feet of retail space, has over
1000 stores across 50 cities in India and employs over 25,000 people. The company
registered a turnover of Rs 2,019 crore for FY 2005-06.

Pantaloon Retail forayed into modern retail in 1987 with the launching of fashion retail
chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that
combines the look and feel of Indian bazaars, with aspects of modern retail, like choice,
convenience and hygiene. This was followed by Food Bazaar, food and grocery chain
and launch Central, a first of its kind seamless mall located in the heart of major Indian
cities. Some of it's other formats include, Collection i (home improvement products), E-
Zone (consumer electronics), Depot (books, music, gifts and stationary), all (fashion
apparel for plus-size individuals), Shoe Factory (footwear) and Blue Sky (fashion
accessories). It has recently launched its e-tailing venture, futurebazaar.com.

The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon
Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has
joint venture companies with a number of partners including French retailer Etam group,
Lee Cooper, Manipal Healthcare, Talwalkar's, Gini & Jony and Liberty Shoes. Planet
Retail, a group company owns the franchisee of international brands like Marks &
Spencer, Debenhams, Next and Guess in India.

Future Group

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Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to
cater to the entire Indian consumption space. The Future Group operates through six
verticals: Future Retail (encompassing all retail businesses), Future Capital (financial
products and services), Future Brands (management of all brands owned or managed by
group companies), Future Space (management of retail real estate), Future Logistics
(management of supply chain and distribution) and Future Media (development and
management of retail media).

Future Capital Holdings, the group's financial arm, focuses on asset management and
consumer finance. It manages two real estate investment funds (Horizon and Kshitij) and
consumer-related private equity fund, Indivision. It also plans to get into insurance,
consumer credit and other consumer-related financial products and services in the near
future.

Future Group's vision is to, "Deliver Everything, Everywhere,


Everytime to Every Indian Consumer in the most profitable
manner." One of the core values at Future Group is, 'Indianess' and
its corporate credo is - Rewrite rules, Retain values.

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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. To strive for a glorious future
brings to us our strength, our ability to learn, unlearn and re-learn our ability to evolve.

Future 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 they need.

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.

We will not just spot trends, we will set trends by marrying our understanding of
the Indian consumer to their needs of tomorrow.

It is this understanding that has helped us succeed. And it is this that will help us
succeed in the Future. We shall keep relearning. And in this process, do just one thing.

Business Description

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Pantaloon Retail (India) Ltd. The Company's principal activity is to operate

chain retails stores in names of Big Bazaar, Food Bazaar, Central and

Pantaloons. The Big Bazaar is the discount store, which offers a wide

range of products under one roof. The products include apparels and

non-apparels such as utensils, sports goods and footwear. The Company

also has its presence into gold retailing by launching Gold Bazaar. The

Company's Food Bazaar provides a range of food and grocery products

ranging from fresh fruits and vegetables, staples, FMCG products and

ready-to-cook products. The Central offers a chain of stores including

books and music stores, global brands in fashion, sports and lifestyle

accessories, grocery store and restaurants. The Pantaloon retail stores

focus largely apparels and accessories.

Group Vision

Future Group shall deliver Everything, Everywhere, Every time for Every Indian

Consumer in the most profitable manner.

Group mission
 We share the vision and belief that our customers and
stakeholders shall be served only by creating and

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executing future scenarios in the consumption space


leading to economic development.
 We will be the trendsetters in evolving delivery formats,
creating retail reality, making consumption affordable
for all customer segments – for classes and for masses.

 We shall infuse Indian brands with confidence and


renewed ambition.

 We shall be efficient, cost- conscious and committed to


quality in whatever we do.

 We shall ensure that our positive attitude, sincerity,


humility and united determination shall be the driving
force to make us successful.

Core Values

 Indian ness: confidence in ourselves.

 Leadership: to be a leader, both in thought and


business.
 Respect & Humility: to respect every individual and be
humble in our conduct.
 Introspection: leading to purposeful thinking.
 Openness: to be open and receptive to new ideas,
knowledge and information.
 Valuing and Nurturing Relationships: to build long term
relationships.
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 Simplicity & Positively: Simplicity and positively in our


thought, business and action.

Big Bazaar
“Isse sasta aur accha kahin nahi”
Shop till you drop! Big Bazaar has democratized shopping in India and is so much more
than a hypermarket. Here, you will find over 170,000 products under one roof that cater
to every need of a family, making Big Bazaar India’s favorite shopping destination.

At Big Bazaar, you will get the best products at the best prices -- this is our guarantee.
From apparel to general merchandise like plastics, home furnishings, utensils, crockery,
cutlery, sports goods, car accessories, books and music, computer accessories and many,
many more. Big Bazaar is the destination where you get products available at prices
lower than the MRP, setting a new level of standard in price, convenience and quality.

If you are a fashion conscious buyer who wants great clothes at great prices, Big Bazaar
is the place to be. Leveraging on the company’s inherent strength of fashion, Big Bazaar
has created a strong value-for-money proposition for its customers. This highlights the
uniqueness of Big Bazaar as compared to traditional hypermarkets, which principally
revolve around food, groceries and general merchandise.

Boasting of an impressive array of private labels, Big Bazaar is continually striving to


provide customers with a ‘complete’ look. So be it men’s wear, women’s wear, kids wear,
sportswear or party wear, Big Bazaar fashions has it all!

Big Bazaar has clearly emerged as the favorite shopping destination for millions of its
consumers, across the country, it’s success is a true testament to the emotional bonding it
has established with the Indian consumer, on account of its value offerings, aspirational
appeal and service levels. We believe Big Bazaar is a true pan-Indian model that can enter
into most towns in India and democratize shopping everywhere.

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26th January, 2006... India’s Sabse Sasta Din


The acceptance and loyalty that Big Bazaar has garnered over the years, was well
evident on 26th January 2006.
On the day India celebrates its Republic Day, the company honoured the consumer by
calling it the ‘Maha Savings Day’. Shoppers at all Big Bazaar and Food Bazaar outlets
across the country were offered products at prices never heard before in the history of
shopping.
The offers were spread across categories from electronics to utensils, from apparel
to furniture and food. This event received tremendous response from the regular and an
entirely new set of shoppers, which resulted in nearly 2 million people visiting the stores
on that day. And most stores were able to post record sales for a single day.

Pan India Model


Riding on the consumption boom that the country has been witnessing over the
past couple of years, the company further expanded its foray into the value space by
adding 10 stores during the year 2005-06, entering new cities like Vishakapatnam, Pune,
Lucknow, Indore, Mangalore and Rajkot.

The excellent performance of these new stores, further fortified the mass appeal of Big
Bazaar as a true, family-shopping destination. The total number of Big Bazaar outlets as
on June 2006 stood at 30 stores and over 1.20 million square feet of retail space.

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FASHION FOCUS
Big Bazaar continues to be a fashion-led delivery format, with fashion comprising
about 40 per cent of its revenues. Fashion got a further fillip through the standardization
of the visual merchandise at all existing and new stores. The communication focused on
it being the fashion destination of the masses.

Big Bazaar Getting Bigger

An interesting development has been the increase in the categories and micro
merchandising at Big Bazaar. New categories like consumer electronics, furniture,
communication, food and beverage, pharmacies, beauty retail, salons, books, stationery
and music are being added and Big Bazaar is getting bigger in space. A Big Bazaar store
measuring more than 150,000 square feet opened in Bangalore in October 2006. This
takes Big Bazaar to the next level.

Private Label Initiatives


On the private label front, the company increased its share of private brands as a
percentage of the total fashion revenues from about 40 per cent in 2004-05 to over 50 per
cent in 2005-06. For the year under review, the private label fashion category also
witnessed a significant growth over the past year by nearly 120 per cent.

Big Bazaar Fashion-Private Label Brands


Big Bazaar has gradually introduced private labels in fashion over the last few
years. Every year, new private labels are introduced to increase their share over other
brands.
Some of the private labels launched include:
Ctee
A brand of T-shirts with smart lines and remarks, it is targetted at the young and young-
at-heart. It comes in 3 lines-pink for women; green for pre-teens and blue for men.

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Knighthood
It is the men’s formalwear brand with a wide range that includes formal shirts, trousers,
suits, blazers and basic men’s accessories like ties and handkerchiefs.

DJ&C
India`s cool answer to international labels is positioned for the 20-35 year age group. It
targets both men and ladies and the range includes designer denims, casuals, street-wear
and campus-wear.

DJ&C Sports
This is a unisex sportswear range for the age group of 20-40 years.

Shatranj
The men’s ethnic wear range consists of kurtas, kurta pyjama sets and heavy sherwani
sets.

Shyla
True to its tagline `what women want’, Shyla offers a complete range of formal/semi-
casual line of ladies tops, trousers, skirts, etc.

Srishti
The complete ethnic wear range offering a range of traditional designs for ladies,
encompasses both salwar kameez sets and mix-n-match/fusion wear.

Pink n Blue
The kids’ brand range created to celebrate the spirit of childhood, has the blue range for
boys and pink for girls. There is an infant line available as well. Pink n Blue covers the
entire apparel needs of kids right across t-shirts, shirts, jeans, trousers, shorts, dresses and
ethnic-wear/occasion-wear.

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FOOD BAZAAR
Across India, food habits vary according to community, customs and geography.
Food Bazaar, through its multiple outlets addresses this. At the same time it offers best
quality products at wholesale prices to a wide cross section of the India population. Food
Bazaar effectively blends the look, touch and feel of the Indian bazaar with the choice,
convenience and hygiene that modern retail provides.
The food and grocery division of the company was launched in 2002-03 and has
grown to 47 stores nationwide at the end of the current financial year. Most stores are
located within Big Bazaar, Central and Pantaloons and act as strong footfall generators.
There are separate stand-alone Food Bazaars as well. The business contributed just under
50 per cent of value retailing, and about 20 per cent to the company’s turnover during
2005-06.
Food Bazaar offers a variety of daily consumption items, which include staples,
soaps and detergents, oils, cereals and biscuits. On the product category side, the primary
segregation is done on the basis of staples, fresh produce, branded foods and home and
personal care products.

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Affiliated companies
Partner Companies
Pantaloon Industries limited
Pantaloon Industries Limited was incorporated in 1987 and its shares are listed on the
Bombay Stock Exchange. The main activities of PIL are to set up textile units and
manufacturing and marketing of fabrics and readymade garments.

Home Solutions Retail India Ltd.

Home Solutions Retail (India) Ltd. (HSRIL) leads the groups foray in the home
improvement and consumer electronics retailing segment. It caters to home management
requirements and products, including furnishings and textiles, furniture, consumer
electronics, home electronics and home services. It operates retail formats like Home
Town, Furniture Bazaar, Collection I, E-Zone, Electronics Bazaar and Got It.

Future Capital Holdings

Future Capital is the financial arm of the group and is involved in asset management
(both private equity and real estate funds) with plans to get into other financial services
including insurance, credit and other consumer related financial services. It’s associate
companies are Kshitij Investment Advisory Co. Ltd., Indivision Investment Advisers
Ltd., and Ambit Investment Advisory Co. Ltd.

Coverge M retail (India) Ltd

ConvergeM Retail (India) Ltd., leads the group’s foray into the communication and IT
products segment. It operates formats like M-Port, MBazaar and Gen M.

Indus League Clothing Ltd.

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The group owns a majority stake in Indus League Clothing Ltd., one of the leading
apparel manufacturers and marketers in India. Some of its leading brands include Indigo
Nation, Scullers, Urbana, Urban Yoga and Jealous.

Galaxy Entertainment Corporate Ltd.


The group owns a stake in Galaxy Entertainment Corporate Ltd. that operates
chains like Bowling Company, Sports Bar and Brew Bar.

Joint Ventures Companies

Planet Retail Holdings Ltd.

The group is a joint venture partner in Planet Retail Holdings Ltd., which operates sports,
lifestyle and leisure retail chain. It also owns the franchisee and distribution rights of
brands like Marks & Spencer, Guess, Debenhams and Puma in India.

Footmart retail

Footmart Retail is a joint venture with Liberty Shoes and is engaged in the retailing of
footwear products in India.

GJ Future Fashions

GJ Future Fashions is a joint venture with kid’s apparel manufacturer - Gini & Jony.

Capita Land Retail India

The group is a joint venture partner in CapitaLand Retail India, along with Singapore-
based CapitaLand Limited. The company provides retail management services to retail
properties owned or managed by various group companies and investment funds.

ETAM Future Fashions India Pvt. Ltd.

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ETAM Future Fashions India Pvt. Ltd., is a joint venture with French-retailer, ETAM and
the group. The company is involved in manufacturing and distribution of women’s
fashion and lingerie products.

Big Bazaar store, Hubli


Store study

Different levels of the store


Level 1:

Departments with their Products: -

a) Depot:
1) General books
2) Office stationary
3) Children stationary
4) Film VCD’s & DVD

b) NBD (New Business Development)


1) Watches
2) Fashion Jewelry
3) Sunglasses
4) Auto accessories
5) Car audio systems

c) Gold Bazaar:
Navaras Gold Jewelry
(This is the separate unit not related to Big Bazaar they share profits on percentage basis)

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d) Mobile Bazaar:
1) All kinds of Hand sets ranging from Rs 1000 to !8000 of different companies
2) Mobile accessories
3) Codeless phones & land line phones
e) Star Sitara:
1) Cosmetics
2) Fragrances
3) Herbals
4) Pharmaceuticals

f) Shringar :
1) Bangles
2) Jewelry sets
3) Bracelets
4) Hair Accessories
5) Bidies
6) Chins

Plastics, Utensils, Crockery (PUC)

g) Plastics:
1) Buckets
2) Casseroles
3) Containers
4) Boxes
5) Flasks
6) Bowls
7) Jugs & sippers
8) Bottles & Mugs

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h) Utensils:
1) Plates, Bowls, Glasses
2) Non stick Cookware’s
3) Kitchen tools
4) Tiffin Boxes

i) Crockery
1) Crockery cutlery
2) Table Materials / Napkins
3) Casseroles
4) Dinner sets
5) Wine, Juice Glasses

j) Luggage:
1) Travel bags
2) Trolleys
3) Bags: Schools, Collage Ladies purse
4) Suitcase

Level 2
a) Ladies Department:(SKD)
1) Sarees
2) Dress materials
3) Under garments
4) Nightwear’s
5) Western wear’s

b) Men’s Department:
1) Formals (Shirts & Pants)
2) Casuals (Shirts & pants)

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3) Party wears
4) Jeans T-Shirts
5) Others Accessories (Lungi Dhoti etc)
6) Fabrics (Cut pieces)
7) Suits & Blazers
8) Levi’s Signature garments

Level 3
a) Furniture Department:
1) Dining Table
2) Bedroom Accessories
3) Hall accessories (Sofa sets, Chairs, Computer table etc)
4) Mattresses

b) Footwear Bazaar :
1) Sports Shoes
2) Formal Shoes
3) Casual Shoes
4) Mens Sandals
5) ladies Sandals
6) Ladies Casuals
7) Ladies Chappel
8) Ladies fancy Sleepers
9) ladies Sports shoes

c) Home Décor:
1) Flower vase
2) Artificial Flowers
3) Religious gifts
4) Candle stand

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5) Umbrellas
6) Photo Frames
7) Assorted color Stones
8) Frame Paintings
9) Water falls (artificial)
10) Birthday items

d) Home line:
1) bed sheets, Pillows , bed spreads
2) Towels, Yellow dust
3) Razai , Carpets, Cushion covers
4) Chair bags

e) Toys Dept:
1) Soft toys
2) Educational toys
3) Board games, Action figures
4) Dolls

Kids department

f) Boys section:
1) T-Shirts, Trousers, jeans
2) Cotton shirts, Cargo, Codraw
3) Ethic wears
4) Co ordinates
5) Rain cotes

g) Girls Section:
1) Ethic wears

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Brand Positioning of Big Bazaar

2) Co- ordinates
3) Cotton frocks
4) Western wears

\
h) Infants:
1) Jhablas
2) Vests
3) Bibs feedings
4) Bed items
5) Baba suits
6) Frocks

Level 4

a) Beverages:
1) Soft drinks
2) Mineral water
3) Juices
4) Health drinks
5) Frozen items

b) Confectionaries:
All kinds of Chocolates & Confectionaries

c) Fruits & Vegetables:

d) Staples Dept:
1) Dal, Rice, Atta, Rava items

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Brand Positioning of Big Bazaar

2) Oil’s, Masala items


3) Dry fruits
4) Spicy items
5) Ready meals
6) Breakfast cereals

e) Process Dept:
1) Health drinks
2) Ready to eat
3) Corn flaks, Chips
4) Instant mixes
5) Soups, Bread items, pickle
6) Spreads

Non-food Dept
f) Home care:
1) Phenyl, Detergents
2) Dish wash, Tissue papers, Scratch
3) Shoe cases, Fresh wrap,

g) Personal care:
1) Soaps, tooth paste, Shampoo
2) Deodorants, Body spry
3) Baby food, Talcum powder
4) Men’s apparel

Level 5
Electronic Bazaar:

1) Televisions
2) Sound System
3) Refrigerators

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Brand Positioning of Big Bazaar

4) Washing machines
5) Microwave
6) Rice cookers
7) Juicers
8) Irons, Mixers & Grinders

Awards and recognition


National Retail Federation

 International Retailer of the Year - Pantaloon Retail (India) Ltd. The National
Retail Federation is the largest retail trade association with over 1.4 million
member organisations in the US and across the world. Some of the past recipients
of this award include Metro AG, Carrefour, Ito-Yokado, Zara and Boticario.

Retail Asia, Retail Asia Pacific Top 500 Awards

 International Retailer of the Year - Pantaloon Retail (India) Ltd. The National
Retail Federation is the largest retail trade association with over 1.4 million
member organisations in the US and across the world. Some of the participants of
this award include Metro AG, Carrefour, Ito-Yokado, Zara and Boticario.

Images Retail Awards 2006

 Mr. Kishore Biyani – Retail Face of the year

 Big Bazaar – Best Value Retail Store


 Big Bazaar – Best Retail Destination
 Food Bazaar – Best Food and Grocery Store

Readers Digest Platinum Trusted Brand Award

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Brand Positioning of Big Bazaar

 Big Bazaar - Earning a trusted Place in the everyday lives of consumers

CNBC Awaaz Consumer Awards

 Big Bazaar: Most preferred store

Retail Asia Publishing

PRIL – Numero Uno Retail Organisation of India


2005

Readers Digest and Awaaz consumer Award

 Big Bazaar - Most preferred, large, Food and Grocery store

Readers Digest Platinum Trusted Brand Award

 Big Bazaar - Earning a trusted Place in the everyday lives of consumers

Images Retail Awards 2005

 PRIL – Most admired retailer of the year

 Food Bazaar - Retailer of the year (food and grocery)


 Big Bazaar – Retailer of the year (value retailing)
 Central – Retail launch of the year

Business Today selected PRIL among:

 Top 20 companies in India to watch in 2005

 India’s most investor-friendly companies in the top 75


 India’s biggest wealth creators in the top 100

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Brand Positioning of Big Bazaar

2004

Images Retail Awards 2004

 PRIL – Most admired retailer of the year

 Food Bazaar - Retailer of the year (food and grocery)


 Big Bazaar – Retailer of the year (value retailing)
 Central – Retail launch of the year

Reid & Taylor and DLF Awards

 PRIL – Retailer of the year

2003

Indian Express Award

PRIL- Marketing excellence and excellence in brand building

Organizational Structure (Zonal)

President

Vice President

Marketing HR Head Category Head Finance Head Operation Head


Head

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Brand Positioning of Big Bazaar

Marketing HR Finance Store Manager

Manager Manager Manager

Organization Structure of the store

Departmental Managers:

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Brand Positioning of Big Bazaar

There are 21 departments in this store like Electronic dept, Depot dept, NBD dept,
Mobile Bazaar Dept, Star sitar Dept, PUC Dept, Ladies Dept, Men’s Dept, Furniture

Departmental Managers:

Departmental Managers:

There are 2 departments and 8 assistant department managers in this store like Electronic

dept, Depot dept, NBD dept, Mobile Bazaar Dept, Star sitar Dept, PUC Dept, Ladies

Dept, Men’s Dept, Furniture Dept, Footwear Dept, Home Décor Dept. Each department

will be assigned with targets which has to be achieved within the assigned period that

may be of Daily, Weekly, monthly and yearly.

Each department has a department Manager & Assist DM. Their job is concerned

mainly with sales. They look after customer’s orders delivery post sale service if any etc .

All Dept managers ADM, Team members work under coordination & cooperation.

Administration:

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Brand Positioning of Big Bazaar

Store administration comes under Store Manager its functions are store maintenance,
House Keeping, Security etc.

Information Technology:
This department is responsible for the maintenance of the systems of the stores. All
billing machines their functioning networking with the master machine etc. If there is any
problem with the machine then this department comes into function.
Cashing Dept:
This department is responsible for the collection of sales amount ie cash sales, Credit
sales, etc under this department all billing machines of the stores comes. The sales
amount collected throughout the day by the cashier’s has to be submitted to this
department.

Marketing Executive:
This dept is responsible for the marketing of the store in different different media like
Television, Newspaper, and Holdings etc. the authorized person has to visit different
companies and has to look after for tie-ups etc.

Visual Merchandise:
This department is responsible for the product arrangement at the store with respect to
their nature. The basic function of this dept is it divides the store into some departments
based on the nature of the product and within the department it decides how the products
should be arranged by keeping in mind the customer should not suffer.

HR Executive:

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Brand Positioning of Big Bazaar

Human Resource executive mainly look after employees mainly their problems. This
department performs the functions like Recruitment, Selection, Training and
development.

CSD (Customer Service Desk):


This is the separate unit, which is mainly focuses on customer service like if the customer
find difficulty in finding any product, Customer complaints any replacement, Customer
assistance etc.

PLANS OF KEY PLAYERS IN INDIA

• Pantaloon Retail: Expansion into all possible formats of retail across categories and
segments. Approximately 30 million sq.ft by FY10. Turnover expected to touch
Rs.30,000 crore ($6.67 billion) by FY10-11.

• Reliance Retail: About Rs.30,000 crore ($6.67 billion) investment to set up multiple
retail formats with expected sales of Rs.90,000 crore ($20 billion)-plus by 2009-10.

• RPG: Planning IPO, 450-plus MusicWorld stores and 50-plus Spencer's Hypers
covering 4 million sq.ft area by 2010.

• Lifestyle: Rs.450 crore ($90 million) investment in next five years to expand on Max
Hypermarkets and value retail stores, Home and Lifestyle Centres.

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Brand Positioning of Big Bazaar

• K Raheja Corp.: Operates Shoppers' Stop, Crossword, Inorbit Mall, Home Stop and
Hypercity. To open 55 hypermarkets across India by 2015.

• Subhiksha: 750 stores and Rs.650 crore ($145 million)-plus estimated sales by March
2007.

• Piramyd Retail: 1.75 million sq.ft of retail space and 150 stores in next five years.

• Trent Ltd.: To open 27 more stores across its retail formats, adding one million sq.ft of
space in the next 12 DLF malls.

• Trinethra: Recently acquired by the AV Birla Group, Trinethra (with two formats –
Trinethra and Fabmall) plans 220 stores with a projected turnover of over Rs.300 crore
($667 million) this fiscal.

• Vishal Group: Plans include an IPO and investment close to Rs.1,250 crore ($278
million) by 2010, targetting 220 outlets, taking its cumulative retail space to five million
sq.ft and sales turnover to Rs.5,000 crore ($1 billion).

• Bharti Retail: With back-end tie- up with Wal-Mart, Bharti is pumping in Rs.31,500
crore (US$ 7 billion) in creating a nationwide retail network, including 100 hypermalls
and several hundred small supermarkets

Cities where stores are located

Agra ,Ahmedabad ,Allahabad ,Ambala,Asansol, Bangalore, Bhubaneswar, Chennai,


Coimbatore, Palakkad, Kolkata, Delhi, Durgapur, Ghaziabad, Gurgaon, Hyderabad,
Indore, Hubli, Lucknow, Kanpur, Mangalore, Mumbai, Nagpur, Nasik, Panipat, Pune,
Rajkot, Surat, Thane, Thiruvananthapuram,Udupi, Vishakhapatnam,

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Brand Positioning of Big Bazaar

Board members
Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Chief Executive Officer of Future Group and Managing
Director, Pantaloon Retail India Ltd. He started off his entrepreneurial career with
manufacturing and distribution of branded men’s wear products.
In 1987, Kishore Biyani led the group’s foray into modern retail with the opening
up of the first department store Pantaloons in Kolkata. In 2001, he created and evolved a
pan-Indian, class-less model – Big Bazaar, a hypermarket chain, followed by ‘Food
Bazaar’, a supermarket chain, which blended the look, touch and feel of Indian bazaars
with western hygiene. This was followed by Central, a first of its kind seamless mall
located in the heart of major India

Mr. Gopikishan Biyani, Wholetime Director


Gopikishan Biyani, is a commerce graduate and has more than twenty years of
experience in the textile business.

Mr. Rakesh Biyani, Wholetime Director

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Brand Positioning of Big Bazaar

Rakesh Biyani, is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
implementation of the various new retail formats.

Mr. Ved Prakash Arya, Director


Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute of
Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus.

Mr. Shailesh Haribhakti, Independent Director


Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified
Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered
Accountants and past president of Indian merchant Chambers. He is on the Board of
several Public Limited Companies, including Indian Petrochemicals Corporation Ltd.,
Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999.
Mr. S Doreswamy, Independent Director
S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India
and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among
others.

Dr. D O Koshy, Independent Director


D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of
Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and
garment industry and was instrumental in the setting up of NIFT centres in Delhi,
Chennai and Bangalore. He is a renowned consultant specializing in international
marketing and apparel retail management.

Ms. Anju Poddar, Independent Director


Anju Poddar, holds a Bachelor of Engineering from University of Oklahoma and is a
Director, NIFT, Hyderabad chapter. She also serves on the board of Maharishi Commerce
Ltd and Samay Books Ltd, among others.

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Brand Positioning of Big Bazaar

Ms. Bala Deshpande, Additional Director


Bala Deshpande, is Non-Executive Director, ICICI Venture Funds and also serves on the
boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Shoppers’ Stop
Ltd, among others.

Mr. Anil Harish, Independent Director


Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from
University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd
Bank and Hinduja TMT, among others.

Section B

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Projects Details

Retail Sector is the most booming sector in the Indian economy. Some of the biggest
players of the world are going to enter into the industry soon. It is on the threshold of a
big revolution after the IT sector. Although organized retail market is not as strong as of
now, but it is expected to grow manifolds by the year 2010. The sector contributes 10%
of the GDP, and is estimated to show 20% annual growth rate by the end of the decade.
The current growth rate is estimated to be 8.5%.

The retail market is most fragmented in the world and only 2% of the entire retailing
business is in the organized sector. There are about 300 new malls, 1500 supermarkets
and 325 departmental stores being built in the cities very soon.

I considered the Big-Bazaar Hubli for studying the consumer expectation, and what are
the factors that influence to consumer to walk-in, in Big Bazaar Hubli.

Consumers now want the cheapest, biggest and the quickest products/services from their
retailers. They are moving towards the ‘eastern’ model, the changing behaviour the
Indian customers.

The project involves three main aspects namely industry profile, company profile and
analysis part. In industry profile about the retail sector, in company profile history of the

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Brand Positioning of Big Bazaar

organization, achievements; about different schemes a detailed study has been made. In
the analysis part management problem, research problem, objectives and data collection
method, sampling design, sampling size, sampling method and mainly I have analyzed
the collected primary data using SPSS, the primary data have been collected through
questionnaires. Finally findings, recommendations, limitations and conclusion are
derived.

Tittle of the project

“Brand positioning of Big


Bazaar”
Research problem

Big Bazaar has just entered in HUBLI market, so it’s important for them to know
how customers have perceived Big Bazaar has a brand. This project will help in
identifying the image of Big Bazaar in the minds of the customers. With Vishal megha
market already in place it’s a tough competition and varied choice to customers. Big
Bazaar needs to enhance the value of their brand. This project will help them to do so.
And also this project will help them to identify weather their purpose is been served or
not.

Objectives:

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Brand Positioning of Big Bazaar

 To understand the target market and the image of Big Bazaar in the minds of
different customers segment.
 Study the brand building process undertaken at Big Bazaar.
1. Brand salience
2. Brand performance
3. Brand Imagery
4. Brand judgment
5. Brand feeling
6. Brand resonance
 To build the customer based Brand Equity Pyramid

Scope of the study


This project was undertaken in the Big Bazaar consumer customer group, which is the
popular hypermarket in India. The scope of the study was undertaken in city Hubli. This
study also aims towards knowing the consumers opinion towards Big Bazaar as a Brand.

Research Design
It is a Descriptive research. The study was based on both primary and secondary data.
The primary data was collected through asking the questions consisting of following
categories.
Dichotomous questions.
Open-ended questions..
Secondary data was collected through company websites, journalism discussions with
company guide.

Information will be collected directly from the people of the Hubli who visit Big Bazaar,
for the project work. The survey data collected during the study includes the data

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Brand Positioning of Big Bazaar

collected through questionnaire, face-to-face interview with the people of Hubli who visit
Big Bazaar.

Research methodology:
The study was made through a survey in Big Bazaar and seeks the opinions and
Suggestions of the respondents towards Big Bazaar. The process included:
 Explaining the respondents about the objectives of the project
 Get the respondent’s fill the questionnaire in the most effective manner
 Seeking the opinions & suggestions on the various areas where Big Bazaar can
improve and build itself much stronger in city.
 The research design is descriptive in nature as the study includes the collection of
data through Questionnaire & discussion.

Methods of Data Collection:


Primary Data:
The primary or the first hand data was collected with the help of handing out the
questionnaires for the survey and also through conducting discussions in the Big Bazaar.
The respondents were asked how they feel about the Big Bazaar. And there shopping
experience and the satisfaction level and what are the things that need improvement were
also discussed in length at the discussions.

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Brand Positioning of Big Bazaar

Secondary Data:
The major source of secondary or supporting data is Internet. The information on
Retail industry and company profile of Big Bazaar as whole and the brand was collected
from the Internet.

Indirect responses:
Information is also gathered from the executives of Big Bazaar and the employees.

Select the sample:

Define the Population:


Sampling unit: People of Hubli
Time: 18 weeks (starting from 10th dec 07 to 9h april 2008)
Specify sampling unit:
The sampling units will be the people of Hubli
Sampling Method:
The sample will be selected based on probability method. The sampling is based on
the age group, 30% of the respondents are from age group under 25, 30% of the
respondents are from the age group 26-40, 30% of the respondents are from the age group
41-55, 10% of the respondents are from the age group 55 & above.

Select the sample:


The research study will be carried out with in Big Bazaar Hubli.

Sampling Design
The research was mainly opted on customer’s survey. The sample selected for survey was
of stratified random sample and cluster sample. Sample size of 100 respondents

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Sample Character
Respondents who Visit Big Bazaar outlet were sources of data collection.

Sampling Plan
Sampling unit : CUSTOMERS
Sampling Method : Convenience Sampling.
Sampling Size : 100 Customers.
Sample Area : Big Bazaar

DATA ANALYSIS:
Data are useful only after analysis. Data analysis involves converting the series of data
recorded observations into descriptive statements and / or inferences about relationships.

The survey will be carried out in Big Bazaar Hubli, and the sample size of 100 customers
of Big Bazaar will be taken. The information gathered will be formulated in the form of a
coding sheet and the appropriate Pie-charts and Bar-chart will be used for easy
understanding of the project work

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Analysis

Gender

Male

32.0%

Female
68.0%

GENDER
Frequency Percent Valid Percent Cumulative Percent
Valid Male 32 32.0 32.0 32.0
Female 68 68.0 68.0 100.0
Total 100 100.0 100.0

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Interpretation: 68 % of the respondents were female and 32 % of the respondents were


male.

Occupation

40

37

30
30

20

18

15

10
Percent

0
Business Working House Wife Student

OCCUPAT

OCCUPATION
Frequency Percent Valid Percent Cumulative Percent
Valid Business 15 15.0 15.0 15.0
Working 30 30.0 30.0 45.0
House Wife 18 18.0 18.0 63.0
Student 37 37.0 37.0 100.0
Total 100 100.0 100.0
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Infrence: Among 100 respondents 37 were students, 18 were house wife, 30 were
working class and 15 were businesss men.

Income

50

44
40

30
29

25
20

10
Percent

0
Missing <1 lakh 1 - 3 lakh 3 - 6 lakh

INCOME

INCOME
Frequency Percent Valid Percent Cumulative Percent
Valid <1 lakh 29 29.0 51.8 51.8
1 - 3 lakh 25 25.0 44.6 96.4
3 - 6 lakh 2 2.0 3.6 100.0
Total 56 56.0 100.0
Missing System 44 44.0
Total 100 100.0

Infrence; Among 100 respondents 29 were from the income group less than 1 lakh, 25
wre in the group 1-3 lakhs, 2 were from the group 3-6.

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Age

50

40 41

34
30

23
20

10
Percent

0
below 25 25-35 35-50 above 50

AGE

AGE
Frequency Percent Valid Percent Cumulative Percent
Valid below 25 41 41.0 41.0 41.0
25-35 34 34.0 34.0 75.0
35-50 23 23.0 23.0 98.0
above 50 2 2.0 2.0 100.0
Total 100 100.0 100.0

Infrence: among 100 respondents 41 were from the age group below 25, 34 were aged
between 25-35, 23 were between 35-50, and 2 were above 50.

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Education

70

60
58

50

40

30

20
18

10
Percent

10 9

0 5

Missing PUC B degree M degree other

EDUCAT

EDUCATION

Frequency Percent Valid Percent Cumulative Percent


Valid PUC 18 18.0 20.0 20.0
B degree 58 58.0 64.4 84.4
M degree 5 5.0 5.6 90.0
other 9 9.0 10.0 100.0
Total 90 90.0 100.0
Missing System 10 10.0
Total 100 100.0

Infrence: More than 50 % of the respondents were gradugates i.e 58 of them 18 of them
were puc, just 5 were post graducates, and 9 were had done other cources.

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Q1. Have you ever heard of the brand called Big Bazaar?

No

7.0%

Yes

93.0%

Frequency Percent Valid Percent Cumulative Percent


Valid Yes 93 93.0 93.0 93.0
No 7 7.0 7.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 93 were aware of the brand big bazaar and just 7
were not aware of the brand. Most of the people are aware of the brand called Big Bazaar.

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Q2. How frequently do you think of this Brand Big Bazaar?

40

30
30

24 24
20 21

10
Percent

0
Daily Fortnightly Weekly Monthly Never

how frequently do you think of bb

Frequency Percent Valid Percent Cumulative Percent


Valid Daily 21 21.0 21.0 21.0
Fortnightly 30 30.0 30.0 51.0
Weekly 24 24.0 24.0 75.0
Monthly 24 24.0 24.0 99.0
Never 1 1.0 1.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 21 think of big bazaar daily, 30 of them think it
fortnightly, 24 weekly, 24 monthly, just 1 said never.

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Q3. Compared to the other retail shops, to what extent Big Bazaar satisfies
your need?

60

54
50

40

30
31

20

15
10
Percent

0
Fully Satisfies Likely Satisfies Does not Satisfies

Compare

Frequency Percent Valid Percent Cumulative Percent


Valid Fully Satisfies 54 54.0 54.0 54.0
Likely Satisfies 31 31.0 31.0 85.0
Does not Satisfies 15 15.0 15.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 54 agrees that big bazaar fully satifies there needs, 31
said that likely satifies, and 15 said does not satifies compared to other retail oulets.

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Q4 Rate the following parameters on the scale of 5


Extremely poor Extremely well
Parameters 1 2 3 4 5
Durable
Reliable
Easily
served
Stylish
Honest
Up to date

3.5

3.4

3.0

2.9

2.7
2.6
2.5
2.4

2.0

1.5
1.5
Mean

1.0
Durable Reliable Easily Served Stylish Honest Up to Date

Infrence: For Durable the mean rating is 1.5, for relable the mean is 2.4, for easily served
its 2.7, for stylish its 2.5, for honest its 2.9, and the highest ratinf is for up to date that is
3.4. Most of the respondents feel that big bazaar is not durable.

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Q5. How much do you like the look, feel & the other aspects of Big Bazaar?

40

36

30
30

20 21

10

7
Percent

0
Highly Dislike Dislike Neither like nor Dis Like Highly like

How much do you like the look

Frequency Percent Valid Percent Cumulative Percent


Valid Highly Dislike 36 36.0 36.0 36.0
Dislike 21 21.0 21.0 57.0
Neither like nor Dislike 30 30.0 30.0 87.0
Like 7 7.0 7.0 94.0
Highly like 6 6.0 6.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 36 highly dislike the look of big bazaar. 21 dislike it,
30 of them neither like nor dislike it, just 13 of them like the look of big bazaar.

Q6. Do you like shopping in Big Bazaar?


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30

26 26
25

20

12
10 11
Percent

0
Highly Dislike Dislike Neither like nor Dis Like Highly like

Do you like shoping in bb

Frequency Percent Valid Percent Cumulative Percent


Valid Highly Dislike 12 12.0 12.0 12.0
Dislike 25 25.0 25.0 37.0
Neither like nor Dislike 26 26.0 26.0 63.0
Like 26 26.0 26.0 89.0
Highly like 11 11.0 11.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 12 highly dislike shopping in big bazaar. 25 dislike it,
26 of them neither like nor dislike it,26 of them like it, and 11 highly like shopping in big
bazaar.

 Mean over a five point scale

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3.2

3.0
3.0

2.8

2.6

2.4

2.3
2.2
Mean

2.0
How much do you like Do you like shoping

Infrence: 2.3 is the mean of the rating for the look of big bazaar which is being
determined, 3.0 is the mean determined for the shopping i.e.. weather customers like it or
not.

Q7. How frequently do you visit Big Bazaar?

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50

47

40

30

24
20
19

10
10
Percent

0
Festival Monthly Weekly New Offers

Frequency of visit

Frequency Percent Valid Percent Cumulative Percent


Valid Festival 10 10.0 10.0 10.0
Monthly 47 47.0 47.0 57.0
Weekly 24 24.0 24.0 81.0
New Offers 19 19.0 19.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 10 visit big bazaar during the festivals, 47 visit
monthly, 24 visit weekly, 19 of them visit when ever there are new offers in the store.

Q8. Do you Carry a pleasant shopping memories from Big Bazaar

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No

25.0%

Yes

75.0%

Frequency Percent Valid Percent Cumulative Percent


Valid Yes 75 75.0 75.0 75.0
No 25 25.0 25.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 75 carry a plesent shopping experience from big
bazaar, and 25 does not. Thus most of the customers have good experience in shopping.

Q9. What is your over all opinion of this Brand called Big Bazaar?

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Brand Positioning of Big Bazaar

80

69

60

40

20 23
Percent

8
0
Fully Satisfied your Likely Satisfies you Never Satifies your

overall opnion for brand

Frequency Percent Valid Percent Cumulative Percent

Valid Fully Satisfied your need 69 69.0 69.0 69.0

Likely Satisfies your need 23 23.0 23.0 92.0

Never Satisfies your need 8 8.0 8.0 100.0

Total 100 100.0 100.0

Infrence: Among 100 respondents 69 says that big bazaar fully satifies there needs and
23 says that it likely satisfies there needs and 8 of them says that never it satisfies there
needs.

Q10. Does Big Bazaar satisfy your needs?

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Brand Positioning of Big Bazaar

70

64
60

50

40

30

20 23
Percent

10
11

0
Very effectively neither effctive nor Very ineffective
Effectively ineffective

Does bb satisfy your need

Frequency Percent Valid Percent Cumulative Percent


Valid Very effectively 23 23.0 23.0 23.0
Effectively 64 64.0 64.0 87.0
Neither effective nor 11 11.0 11.0 98.0
ineffective
ineffective 1 1.0 1.0 99.0
Very ineffective 1 1.0 1.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 23 of them says that big bazaar is very effective in
satisfiying there needs, 64 of them says that its effective, 11 are neither satisfied nor
dissatisfied and 2 of them are dissatisfied. Thus big bazaar is sucessfully satisfiying the
needs of the customers.

Q11. Big Bazaar is trustable retail store?

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60

56
50

40

30

20
21

10 12
Percent

0
Extremely trustable Some w hat trustable Extremely untrustabl
Very much trustable Some w hat untrustabl

trustable

Frequency Percent Valid Percent Cumulative Percent


Valid Extremely trustable 56 56.0 56.0 56.0
Very much trustable 21 21.0 21.0 77.0
Some what trustable 12 12.0 12.0 89.0
Some what untrustable 9 9.0 9.0 98.0
Extremely untrustable 2 2.0 2.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 56 of them says that big bazaar is extremly trustable
store, 21 of them says that itS very much trustable, 12 says that its some what trustable, 9
says that its some what untrustable and 2 says that its extremly untrustable.

Q12. To what extent does Big Bazaar meets your needs?

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30

20

10
Count

0
1 2 3 4 5 6 7

meets your needs

meets your needs


30

20

10
Percent

0
1 2 3 4 5 6 7

meets your needs

Frequency Percent Valid Cumulative


Percent Percent

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Brand Positioning of Big Bazaar

Valid 1 10 10.0 10.0 10.0


2 4 4.0 4.0 14.0
3 23 23.0 23.0 37.0
4 18 18.0 18.0 55.0
5 21 21.0 21.0 76.0
6 12 12.0 12.0 88.0
7 12 12.0 12.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 10 says that big bazaar meets there needs extremely
well. The skweness is between 3-4 which is neither good nor bad.

Q 13. Do you wish to recommend other for shopping in Big Bazaar?

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Brand Positioning of Big Bazaar

No

9.0%

Not sure

21.0%

Definitely yes

70.0%

Frequency Percent Valid Percent Cumulative Percent


Valid Definitely yes 70 70.0 70.0 70.0
Not sure 21 21.0 21.0 91.0
No 9 9.0 9.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 70 says that they will recommend other for shopping
in big bazaar, 21 are not sure of it, and 9 says no.

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Brand Positioning of Big Bazaar

Q14. Do you agree that Big Bazaar is unique in its features compared to
other retail stores in the city?

50

44 43
40

30

20

10
Percent

0 3
Strongly agree Neither agree nor di strongly disagree
agree disagree

unique

Frequency Percent Valid Percent Cumulative Percent


Valid Strongly agree 44 44.0 44.0 44.0
agree 43 43.0 43.0 87.0
Neither agree nor disagree 9 9.0 9.0 96.0
disagree 1 1.0 1.0 97.0
strongly disagree 3 3.0 3.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 44 sstrongly agree that big bazaar is unique in its
features compared to other retail stores in the city, 43 agree, 9 neither agree nor disagree,
and 4 disagree to it.

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Q15. Shopping in Big Bazaar gives you a feeling of

40

33
30 31

20

13
10
10
Percent

7
6

0
Warmth Excitement Social approval
Fun Security Self respect

feeling

Frequency Percent Valid Percent Cumulative Percent


Valid Warmth 10 10.0 10.0 10.0
Fun 33 33.0 33.0 43.0
Excitement 31 31.0 31.0 74.0
Security 13 13.0 13.0 87.0
Social approval 6 6.0 6.0 93.0
Self respect 7 7.0 7.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents for 10 of them shopping in big bazaar is warmth, for
33 its fun, for 31 its excitement, for 13 its security, for 6 its social aproval, and for 7 its
self respest.

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Brand Positioning of Big Bazaar

Q16. Do you consider your self as the loyal customer of Big Bazaar?
50

45
40

35
30

20

15
10
Percent

0 3
Strongly agree Neither agree nor di strongly disagree
agree disagree

loyal cutomer

Frequency Percent Valid Percent Cumulative Percent

Valid Strongly agree 45 45.0 45.0 45.0


Agree 35 35.0 35.0 80.0
Neither agree nor disagree 15 15.0 15.0 95.0
Disagree 2 2.0 2.0 97.0
Strongly disagree 3 3.0 3.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 44 sstrongly agree that they are loyal customers of big
bazaar, 35 agree, 15 neither agree nor disagree, and 5 disagree to it.

Q17. If you want to shop any products, you only come to Big Bazaar
store?

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60

50 51

40 43

30

20

10
Percent

0 4
Definitely yes Probably yes Probably no Definitely no

would you like to come to bb

Frequency Percent Valid Percent Cumulative Percent


Valid Definitely yes 51 51.0 51.0 51.0
Probably yes 43 43.0 43.0 94.0
Probably no 4 4.0 4.0 98.0
Definitely no 2 2.0 2.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 51 says defnitiely yes, they come only to big bazaar
for shopping, 43 says probably yes, 4 says probabaly no, and just 2 says no.

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Brand Positioning of Big Bazaar

Q 18. Are you proud to be a customer of Big Bazaar?

No

9.0%

yes
Not sure
53.0%
38.0%

Frequency Percent Valid Percent Cumulative Percent


Valid yes 53 53.0 53.0 53.0
Not sure 38 38.0 38.0 91.0
No 9 9.0 9.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 53 says they are proud customer of big bazaar, 38 of
them are not sure, and 9 says no.

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Brand Positioning of Big Bazaar

Q 19. Would you like to visit Big Bazaar again?

60

54
50

40 43

30

20

10
Percent

0
Definitely yes Probably yes Probably no Definitely no

visit again

Frequency Percent Valid Percent Cumulative Percent


Valid Definitely yes 43 43.0 43.0 43.0
Probably yes 54 54.0 54.0 97.0
Probably no 2 2.0 2.0 99.0
Definitely no 1 1.0 1.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 43 says defnitiely yes, they will visit big bazaar again
for shopping, 54 says probably yes, 2 says probabaly no, and just 1 says no.

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Brand Positioning of Big Bazaar

Q 20. Do you feel the prices are cheaper in Big Bazaar compared to out
side market?

70

60

57
50

40
40

30

20

10
Percent

0
Definitely yes Probably yes Probably no Definitely no

price cheaper

Frequency Percent Valid Percent Cumulative Percent


Valid Definitely yes 40 40.0 40.0 40.0
Probably yes 57 57.0 57.0 97.0
Probably no 2 2.0 2.0 99.0
Definitely no 1 1.0 1.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 40 says defnitiely yes, that prices are cheaper in big
bazaar compared to out side market, 57 says probably yes, 2 says probabaly no, and just 1
says no.

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Brand Positioning of Big Bazaar

Q21. Quality of the merchandise in Big Bazaar is

50

43
40

38

30

20

17

10
Percent

0
very good neither good nor bad very bad
good bad

quality

Frequency Percent Valid Percent Cumulative Percent


Valid very good 38 38.0 38.0 38.0
good 43 43.0 43.0 81.0
neither good nor bad 17 17.0 17.0 98.0
bad 1 1.0 1.0 99.0
very bad 1 1.0 1.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 38 says that quality of mercandise in big bazar is very
good, 43 says that its good, 17 says its neither good nor bad, 1 says its bad and 1 says its
very bad.

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Brand Positioning of Big Bazaar

Q22. Do you feel that every thing is available under one roof of Big
Bazaar?

No

7.0%

yes
Not sure 51.0%
42.0%

Frequency Percent Valid Percent Cumulative Percent


Valid yes 51 51.0 51.0 51.0
Not sure 42 42.0 42.0 93.0
No 7 7.0 7.0 100.0
Total 100 100.0 100.0

Infrence: Among 100 respondents 51 says every thing is avilabe in one roof of big
bazaar, 42 of them are not sure, and 7 says no.

Findings

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Brand Positioning of Big Bazaar

 68 % of the respondents were female and 32 % of the respondents were male.


 Among 100 respondents 37 were students, 18 were house wife, 30 were working
class and 15 were businesss men.
 29 were from the income group less than 1 lakh, 25 wre in the group 1-3 lakhs, 2
were from the group 3-6.
 among 100 respondents 41 were from the age group below 25, 34 were aged
between 25-35, 23 were between 35-50, and 2 were above 50.
 More than 50 % of the respondents were gradugates i.e 58 of them 18 of them
were puc, just 5 were post graducates, and 9 were had done other cources.
 93 % were aware of the brand big bazaar and just 7 % were not aware of the
brand. Most of the people are aware of the brand called Big Bazaar.
 21 think of big bazaar daily, 30 of them think it fortnightly, 24 weekly, 24
monthly, just 1 said never.
 Among 100 respondents 54 agrees that big bazaar fully satifies there needs, 31
said that likely satifies, and 15 said does not satifies compared to other retail
oulets.
 For Durable the mean rating is 1.5, for relable the mean is 2.4, for easily served its
2.7, for stylish its 2.5, for honest its 2.9, and the highest ratinf is for up to date that
is 3.4. Most of the respondents feel that big bazaar is not durable.
 Among 100 respondents 36 highly dislike the look of big bazaar. 21 dislike it, 30
of them neither like nor dislike it, just 13 of them like the look of big bazaar.
 Among 100 respondents 12 highly dislike shopping in big bazaar. 25 dislike it, 26
of them neither like nor dislike it,26 of them like it, and 11 highly like shopping in
big bazaar
 2.3 is the mean of the rating for the look of big bazaar which is being determined,
3.0 is the mean determined for the shopping i.e.. weather customers like it or not
 Among 100 respondents 10 visit big bazaar during the festivals, 47 visit monthly,
24 visit weekly, 19 of them visit when ever there are new offers in the store
 Among 100 respondents 75 carry a plesent shopping experience from big bazaar,
and 25 does not. Thus most of the customers have good experience in shopping

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Brand Positioning of Big Bazaar

 Among 100 respondents 69 says that big bazaar fully satifies there needs and 23
says that it likely satisfies there needs and 8 of them says that never it satisfies
there needs.
 Among 100 respondents 23 of them says that big bazaar is very effective in
satisfiying there needs, 64 of them says that its effective, 11 are neither satisfied
nor dissatisfied and 2 of them are dissatisfied. Thus big bazaar is sucessfully
satisfiying the needs of the customers.
 Among 100 respondents 56 of them says that big bazaar is extremly trustable
store, 21 of them says that itS very much trustable, 12 says that its some what
trustable, 9 says that its some what untrustable and 2 says that its extremly
untrustable
 Among 100 respondents 10 says that big bazaar meets there needs extremely well.
The skweness is between 3-4 which is neither good nor bad
 Among 100 respondents 70 says that they will recommend other for shopping in
big bazaar, 21 are not sure of it, and 9 says no
 Among 100 respondents 44 sstrongly agree that big bazaar is unique in its
features compared to other retail stores in the city, 43 agree, 9 neither agree nor
disagree, and 4 disagree to it.
 Among 100 respondents for 10 of them shopping in big bazaar is warmth, for 33
its fun, for 31 its excitement, for 13 its security, for 6 its social aproval, and for 7
its self respest
 Among 100 respondents 44 sstrongly agree that they are loyal customers of big
bazaar, 35 agree, 15 neither agree nor disagree, and 5 disagree to it
 51 says defnitiely yes, they come only to big bazaar for shopping, 43 says
probably yes, 4 says probabaly no, and just 2 says no & 53 says they are proud
customer of big bazaar, 38 of them are not sure, and 9 says no
 43 says defnitiely yes, they will visit big bazaar again for shopping, 54 says
probably yes, 2 says probabaly no, and just 1 says no.
 Among 100 respondents 40 says defnitiely yes, that prices are cheaper in big
bazaar compared to out side market, 57 says probably yes, 2 says probabaly no,
and just 1 says no

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Brand Positioning of Big Bazaar

 Among 100 respondents 38 says that quality of mercandise in big bazar is very
good, 43 says that its good, 17 says its neither good nor bad, 1 says its bad and 1
says its very bad
 Among 100 respondents 51 says every thing is avilabe in one roof of big bazaar,
42 of them are not sure, and 7 says no

Conclusion
This study has basically helped to know the Brand positioning of Big bazaar and what
influence people to shop at big bazaar. Most of the customers feel that big bazaar satisfies
their needs.
Customers feel that big bazaar is very much trustable retail store in the city. Most of
the customers are satisfied with the big bazaar. People across the city are aware of the
brand called big bazaar. Big Bazaar is up to date in its products varieties customers carry
a pleasant shopping experience from big bazaar. Customer feel that the prices of the
products in big bazaar is much cheaper compared to the out side market. And the quality
is also good for the merchandising big bazaar.
Customers feel that big bazaar have variety of products available in various
departments. Customers feel that shopping with big bazaar is convenient and saves there
valuable time. This is due to the proper facility that is available in big bazaar. Customer is
loyal to big bazaar and also they are proud to be a customer of big bazaar.
I believe that Big Bazaar has the potential to satisfy its customers and retain them.
And it have its brand name to reckon with in the market and I offer my best wishes for
the same and hope that my work will be of some use for the company.

Customer Based Brand Equity Pyramid

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Brand Positioning of Big Bazaar

Resonance
1. Loyal
customers
2. Only big
bazaar for
shopping
3. Visit again for
shop

Judgment Feeling
1.Fully and 1. Fun
effectively satisfies 2. Excitement
the needs
2.trustable
3. unique in its
features
Performance Imagery
1. Up to date 1. Monthly and pleasant
2. Honest shopping
3. Easily served 2. Neither like nor dislike
the look of big bazaar

Salience
1. Customers are aware of the brand
2. Customers think about the brand
3. Brand satisfies the customers needs

Customers feel that big bazaar offers products at a cheaper price with the good quality
under one roof. I believe that Big Bazaar has the potential to satisfy its customers and
retain them. And it have its brand name to reckon with in the market and I offer my best
wishes for the same and hope that my work will be of some use for the company.

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Brand Positioning of Big Bazaar

Recommendation
 Awareness level of big bazaar is very good thus big bazaar has to maintain the this
level of awareness in the minds of the customers.
 Big Bazaar has to still add on more products under it umbrella, so that most
customers needs are being meet.
 Big Bazaar has to make some unique changes in its llok and ambience of the
store. Big Bazaar has to provide some services to their customers like home
delivery.
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Brand Positioning of Big Bazaar

 Big Bazaar should come up with great offers to increse the walk in and converte
the customers who visit monthly into weekly and daily.
 Big Bazaar has to build a trust between the customer and the organization by
running some events for the loyal customers, i.e. carring out some CRM practices.
 The quality in terms of the product should be improved because the % is less of
the respondent’s who are highly satisfied.
 The ambience should be improved in big bazaar, in terms of neatness, proper
parking facility, store space, etc.
 The employee should be given training for a better customer service. The
employee should be given proper product knowledge..
 Big bazaar should come up with a food court so that customers can even enjoy
food in big bazaar.
 Big bazaar should have different brands in men’s wear, women’s wear, and kids.
 Big bazaar should have to conduct some contest for the customers.
 Food bazaar should have food items even in small packets, so that customers can
buy according to their need.
 Big bazaar should employ some part time employees in the weekends, to have
proper control on customer.

Limitations of the project

 The customers were covered in and around the above areas only and cannot be
treated as the survey and the responses of the Hubli as a whole.
 As the study was conducted as a part of the curriculum, the time available to
procure data restrained the sample to 100 customers.
 As customers were reluctant and scared to provide actual information, response is
likely to be biased in some cases. Some customers were unaware of some items.

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Brand Positioning of Big Bazaar

 Some of the customers responded very well to the questionnaires and were
grateful to the product what they have purchased but some of them even did not
bothered to allow me to interact with them because they didn’t want to spend their
time.
 The report is based on the information collected from the respondents.

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Brand Positioning of Big Bazaar

Section C

Questionnaire

1. Have you ever heard of the brand called Big Bazaar?


YES [ ] No [ ]

2. How frequently do you think of this Brand Big Bazaar


Daily [ ] Fortnightly [ ] Weekly [ ] Monthly [ ]

3. Compared to the other retail shops, to what extent Big Bazaar satisfies your need

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Brand Positioning of Big Bazaar

Fully satisfies [ ] Likely Satisfies [ ] Does not satisfies [ ]

4. Rate the following parameters on the scale of 5


Extremely poor Extremely well
Parameters 1 2 3 4 5
Durable
Reliable
Easily
served
Stylish
Honest
Up to date

5. How much do you like the look, feel & the other aspects of Big Bazaar
Highly dislike [ ] Dislike [ ] neither like nor dislike [ ] like [ ] highly like [ ]

6. Do you like shopping in Big Bazaar?


Highly dislike [ ] Dislike [ ] neither like nor dislike [ ] like [ ] highly like [ ]

7. How frequently do you visit Big Bazaar?


Festival [ ] Monthly [ ] Weekly [ ] New offers [ ]

8. Do you Carry a pleasant shopping memories from Big Bazaar


Yes [ ] No [ ]

9. What is your over all opinion of this Brand called Big Bazaar?
Fully satisfies your need [ ] Likely Satisfies your need [ ] never satisfies your need [ ]

10. Does Big Bazaar satisfy your needs?


Very effectively [ ] effectively [ ] neither effective nor in Effective [ ] Ineffective [ ] Very
Ineffective [ ]

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Brand Positioning of Big Bazaar

11. Big Bazaar is trustable retail store?


Extremely trustable [ ] Very much trustable [ ] Some what trustable [ ]
Somewhat Un trustable [ ] Very much un trustable [ ] Extremely un trustable [ ]

12. To what extent does Big Bazaar meets your needs?


Extremely well [1] [2] [3] [4] [5] [6] [7] extremely poor

13. Do you wish to recommend other for shopping in Big Bazaar


Definitely yes [ ] not sure [ ] No [ ]

14. Do you agree that Big Bazaar is unique in its features compared to other retail
stores in the city?
Strongly agree [ ] Agree [ ] neither agree nor Disagree [ ] Disagree [ ]
Strongly Disagree [ ]

15. Shopping in Big Bazaar gives you a feeling of


Warmth [ ] Fun [ ] Excitement [ ] Security [ ] Social approval [ ] Self respect [ ]
16. Do you consider your self as the loyal customer of Big Bazaar?
Strongly agree [ ] Agree [ ] neither agree nor Disagree [ ] Disagree [ ]
Strongly Disagree [ ]

17. If you want to shop any products, you only come to Big Bazaar store?
Definitely yes [ ] probably yes [ ] probably no [ ] definitely no [ ]

18. Are you proud to be a customer of Big Bazaar


Yes [ ] Not Sure [ ] No [ ]

19. Would you like to visit Big Bazaar again


Definitely yes [ ] probably yes [ ] probably no [ ] definitely no [ ]

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Brand Positioning of Big Bazaar

20. Do you feel the prices are cheaper in Big Bazaar compared to out side market?
Definitely yes [ ] probably yes [ ] probably no [ ] definitely no [ ]

21. Quality of the merchandise in Big Bazaar is


Very good [ ] good [ ] neither good nor bad [ ] bad [ ] Very bad [ ]

22. Do you feel that every thing is available under one roof of Big Bazaar?
Yes [ ] Not Sure [ ] No [ ]

ABOUT YOU

Name: _______________________________________________________

Address: _______________________________________________________

Occupation: _____________________________

Annual Income: (A) Less than 1 lack [ ] (B) 1-3 lack [ ] (C) 3-6 lack (D) More than 6
lack [ ]

Gender: (A) Male [ ] (B) Female [ ]

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Brand Positioning of Big Bazaar

Age: A) Below 25 [ ] B) 25-35 [ ] C) 35-50 [ ] D) Above 50 [ ]

Education qulif: A) PUC [ ] B) B Degree [ ] C) M Degree[ ] D) Other_________

Contact No: ( )

Signature ( )

Thank You

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