Big Bazzar in Nasik
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PROFILE AND EXPECTATIONS OF CUSTOMERS AT BIG BAZAAR- NASIK
Executive Summary
Big Bazaar is a chain of hypermarket in India. It is designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.
Objective
To map the demographic profiles of the customers in Nasik.
To analyse reasons for the fluctuating sales revenue at Big Bazaar
To find the reasons that influence purchase behaviour of customers at Big Bazaar- Nasik
The Project was carried out in four stages: 1) Exploratory research stage 2) Demographic details through questionnaire 3) Analysis of quantitative data through various tools & techniques and 4) Conclusive research through personal interview and focused group discussion of local people. All these were aimed for better understanding of customers and to know about those factors play important role in their buying decision. In all 13 major areas were selected and were sub divided into three classes.
The major findings of the report are,
Providing quality service to the customers will be the key differentiating factors for any retail giant.
People give a lot of importance to tradition and age old values. They want to see old traditional things used by them in the market along with the new ones.
Presence of two major industrial estate with total 1300 different industries like Larsen & Tubro, Mahindra & Mahindra, Coco-Cola etc. provide huge opportunity for increasing customer base through industrial selling.
Awareness of Big Bazaar is not very high and not many people know about it. A few even take it as some temporary sale going in the city.
The current practice of providing 1% discount on all products is found to be ineffective especially for groceries.
With the coming up of new malls competition in the retail has increased many fold.
The limitations of the project are some shopkeepers who sell products at much lower price compared to the market price were reluctant to give the original bill and without which the price comparison will not be appropriate. Also during the personal interview respondents were hesitant to reveal their true income.
Following recommendations will help Big Bazaar, Nasik to win customers faith. This would also help them to satisfy customers to a greater extent.
Provide Home delivery to the customers. Discounts in FB (Food Bazaar) should be in multiple of at