Professional Documents
Culture Documents
In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINSTRATION
By SHANMUGA SUNDARAM.R(35080554)
srm_logo
MAY2010
BONAFIDE CERTIFICATE
Certified that this project report titled A study on customer satisfaction in big bazaar is the bonafide work of Mr.shanmuga sundaram.r. who carried out the resear ch under my supervision. Certified further, that to the best of my knowledge the wo rk reported herein does not from part of any other project report or dissertation on the bas is of which a degree or award was conferred on an earlier occasion on this or any other candid ate.
ACKNOWLEDGEMENT
who are directly or indirectly involved in the completion of this project. First of all let me take this opportunity to sincerely thank DR. (Mrs.) JAYSHREE, Dean, SRM School of Management, for having providing me with this golden opportunity to have an industry interface and do my project at PSB securities Pvt. Ltd.
I express my sincere gratitude to Mr.vinoth, Assistant professor my faculty guide, whose able guidance and help played a key role towards the completion of the project. I earnestly thank The Almighty who made all help available at appropriate time to me. I thank him from the depth of my heart for bring with me throughout the project.
Finally I would like to thank the respondents who spend their valuable time with me in giving inputs to this project and all others who are directly or indirectly involved in the completion of this project.
(Shanmuga sundaram.R)
CHAPTER 1
CHAPTER 2
4 8 12
CHAPTER 3
3 Research methodology Research design Sources of data Data collection method Tool of the study
13 14 15 15
CHAPTER 4
CHAPTER 5
CHAPTER 6
Suggestions 88
CHAPTER 7
8 Conclusion 89
LIST OF TABLES
S.no
Name
Pg.no
4.1.1
Age of respondents 16
4.1.2
4.1.3
Area of respondents 19
4.1.4
4.1.6
32 4.1.13
4.1.14
4.1.15
4.1.16
4.1.17
40
4.1.18
4.1.19
4.1.20
4.1.23
Reason for selecting a shop for purchasing crockery items 49 4.1.24 Grocery shop preferred by respondents 50 4.1.25 Reason for selecting a shop for purchasing crockery items 51 4.1..26
4.1.27
4.1.28
4.1.31
4.1.32
4.1.33
4.1.35
LIST OF CHARTS/FIGURES
S.no
Name
Pg.no
4.1.1
Age of respondents 17
4.1.2
4.1.3
Area of respondents 20
4.1.4
Occupation of respondents 22
4.1.5
32 4.1.13
4.1.14
4.1.15
4.1.16
4.1.17
40
4.1.18
4.1.19
Reason for selecting for selecting a shop for purchasing furniture 43 4.1.20
Reason for selecting a shop for purchasing crockery items 50 4.1.24 Grocery shop preferred by respondents 51 4.1.25 Reason for selecting a shop for purchasing crockery items 52 4.1..26
4.1.27
4.1.28
60
4.1.31
4.1.32
4.1.33
4.1.35
INTRODUCTION
If you don t know who your shoppers are, how can you give them what they want? If you don t know where they come from, how can you communicate with them? Finding answers to these questions is vital but catchment analysis can be a time consuming process. Many centre managers have found that the cost-effective analysis performed gives unrivalled return on their investment. The benefits of catchment Analysis include the power to target promotions and advertise more effectively, and an enhanced understanding of which retailers you need to attract to your centre. At the heart of catchment reports is actual shopper behavior. It combines geography with demographics and lifestyle information places where people live with their underlying characteristics and behavior to create a tool for understanding the different types of people in different areas throughout the country. Researchers also uses postcodes collected from shoppers and other town centre users to identify catchment areas. The resulting data is analyzed to
identify differences between centre and in-town shoppers, weekend and weekday shoppers, and seasonal influences. Customer penetration of the catchment area is calculated and the proportions of residents, non-resident workers, students and visitors are identified. (Source: Adrian Swift, Principal Planner, Darwen Borough Council). 1.2 STATEMENT OF THE PROBLEM: A STUDY ON CUSTOMER SATISFACTION IN BIG BAZAAR is the title of the study. In this the researcher attempts to analyze the geographic, demographic and economic features of the respondents in the catchment area. 1.3 OBJECTIVES OF THE STUDY: o To identify the buyer behavior of the customers. o To understand the Geographic, demographic and Economic factors of the customers o To identify the target customers for the store. o To analyze the purchase pattern of the customers. o To suggest the exact media for advertisement to attract the target customers.
1.4 SCOPE OF THE STUDY: The study made by the researcher helps to provide information relating to the geographic, demographic and economic features of the respondents in and around Royapuram area. The findings and suggestions given by the researcher
at the end of the study will be helpful for the organization in making market planning and so enrich the sales of the Royapuram Big Bazaar.
1.5 LIMITATIONS: o The study is conducted in and around Royapuram area only. Hence the results may not be applicable to other geographical areas. o The time period is very short. o The size of the sample is low when compared to the total population. o The study was limited to extend of abilities and willingness of the respondents to answer appropriately to the questions.
1.6 CHAPTER SCHEME Chapter I It deals with Introduction, Objectives of the study, scope of study, and limitation of study. Chapter II
It deals with Concept of the study, Review of literature, Company Profile. Chapter III It includes Research Design, Sampling Design, Data Collection and Tools. Chapter IV It includes Data analysis through interpretation of various tables and charts. Chapter V It deals with Findings, Suggestions and Conclusion.
Catchment Analysis Catchment analysis describes a process for analyzing information about buyers living in a particular location s main catchment area and relating this to the area profile data for that area. The purpose of this analysis is to assess t he degree of success, or not, which a location has had in penetrating the attendanc e or visitor potential of its catchment area as a whole and of each postal sector within it. Purposes of catchment area analysis: The essential purposes of catchment area analysis are to help guide a location in the selection of particular postal sectors on which to focus Special marketing activity evaluate, subsequently, the impact made by this special marketing activity The analysis can be of particular value in identifying sectors where actual sales or Visitor penetration is low but where potential is shown to be high. An assessment Should then be made of the factors that might be causing this. These factors might be: Drive-time distance from the store Poor access by public transport, A low level of travel into the city /town for shopping, work or leisureanother City/town being preferred
Competition from other stores which have greater appeal or are more accessible The characteristics of the population for example age, social grade, higher Educational qualifications Relatively low levels of family income Limited potential for frequent purchasing because of a lack of appropriate stores for purchasing
How to carry out the analysis a) Define the catchment area for the venue The catchment area would be that to which the store s marketing activity is mainly directed. This area would probably have more than 80% of identified customers. The Percentage would be unlikely to reach much more than 90% because the full Population will include people whose usual address will be Outside the catchment area. They will be students, friends and relatives visiting residents of the area and business visitors. The method for defining the catchment area for a venue has three stages: Obtain a standard area profile report, which includes all postal sectors Within a 30-minute drive-time Analyze sales data to identify other postal sectors with a significant number of customers Identify other postal sectors to be included in the catchment area.
b) Obtain a profile report for the defined catchment area This report will give a similar type of information to that in the drive-time ar ea profile report. The percentage figure for each data item in the catchment area report is accompanied by an index figure which compares the postal sector percentage for that item with the corresponding percentage level for the item in the Defined Area Overview Report on the catchment area. For the store s customer percentages these are the market potential indices which identify the sectors with a high (or average, or low) percentage of potential customers. The indices for each of the other data items in the report (for example social grade ) will indicate the probable reasons for the variations between sectors in levels of potential. c) List the postal sectors in the catchment area Show the number of customers in each postal sector and alongside this show the number of potential customers in that sector. This may either be done in house or, for a fee, by one of the regional marketing/ development agencies. d) Create a set of sales penetration indices An assessment can then be made of the extent to which the store has succeeded, or not, in attracting the potential customers living in each postal sector or in the catchment area as a whole.
There are two ways in which this can be done: i) Relating numbers of buyers to potential customers
The number of buyers in each postal sector would be related to the number of potential customers in that sector to show the number of buyers per 100 potential customers. ii) Relating percentages of ticket buyers to potential attenders The other way of assessing the degree of sales penetration is first to calculate for each postal sector its percentage share of: the total number of buyers in the defined catchment area the total number of potential customers in the defined catchment area
The sales penetration index for each postal sector is calculated by dividing tha t sector s percentage share of all buyers in the catchment area by the overall percentage of potential customers for the area. e) Relate the market potential indices to the sales penetration indices This will show: Sectors of high market potential and high sales penetration Sectors of high market potential but with only average or below average sales penetration Sectors of average potential but below average sales penetration Sectors with low potential and low sales penetration The indices for the other data items in the catchment area report should help identify the demographic and other factors which are likely to have influenced the variations between sectors in the numbers of potential customers and in the
levels of sales penetration. The indices for the readership of particular categories of newspapers could also be used to indicate the possible response to different types of work. For example higher than average levels of readership for The Guardian/The Observer/The Independent/The Independent on Sunday might imply good potential for new and challenging work. On the other hand higher than average levels of readership of the The Daily Telegraph/The Sunday Telegraph might imply good potential for more traditional work.
How to use the analysis In the light of the process and analysis described above and, where possible, some form of market research, action may be considered for attracting more people from particular postal sectors. Although in some cases it may be unlikely that any significant improvement can be made within the resources available or without access to special additional funds for customer development etc. It is important to recognize that the numbers of potential arts customers in each Postal sector should not be regarded as absolute targets that a local store shou ld expect to achieve. The numbers and percentages are intended to reflect the propensity to attend particular type of performance or to visit store. They represent the number of adults who might possibly be interested in visiting a retail store.- but not necessarily within the defined area. Their purpose essentially is to show the differences between sectors in levels of potential
customers. 2.2COMPANY PROFILE BIG BAZAAR Is see sasta aur achha kahin nahi
ABOUT BIG BAZAAR Rewrite Rules. Retain Values . Big Bazaar is a chain of department stores in India, founded in 2001 and is currently with 92 stores. It is owned by the Pantaloon Retail India Ltd, Future Group. Kishore biyani is the owner of future group. It works on the same economy model as Wal-Mart and has considerable success in many Indian cities and small towns. 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 executing future scenarios in the consumption space leading to economic development. We will be the trendsetters in evolving delivery formats, creating retail realty, 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.
BIG BAZAAR-ROYAPURAM BRANCH The Big Bazaar, Royapuram branch consists of 200 employees. It has 19 departments. The functional areas in Big Bazaar are Human resource, marketing, IT, admin, commercial, tailoring and logistics.
1. Medicine bazaar 2. NBD 3. Mobile bazaar 4. Men s wear 5. Women s wear 6. Kids wear 7. Foot wear 8. Luggage 9. Electronics bazaar 10. Furniture
11. Home linen& Home dcor 12. Depot 13. Crockery 14. Utensils 15. Future money 16. Plastics 17. Toys 18. Food Bazaar 19. Customer service desk
The idea was pioneered by entrepreneur Kishore Biyani, the CEO of Future Group. It is the biggest and the fastest growing chain of department store and aims to have 150 by June 2009 and 350 stores by the end of year 2010. Currently Big Bazaar stores are located only in India. Big Bazaar is not just another hypermarket. It caters to every need of a family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian consumers. At Big Bazaar, we can get the best products at the best prices - that s what they guarantee. With the ever increasing array of private labels, it has opened the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise you.
Many Big Bazaar stores have a grocery department and vegetable section called the Food Bazaar. Big Bazaar stores in Metros have a gaming area and kids' play area for entertainment. These have proven to be very popular as a hang-out area for people of all age groups.
Coca-Cola Golden Spoon Awards 2008 Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani Most Admired Food & Grocery Retailer of the Year Supermarkets: Food Bazaar Most Admired Food & Grocery Retailer of the Year Hypermarkets: Big Bazaar Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across Food, Beverages & Grocery: Future Group Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big Bazaar
The Reid & Taylor Awards For Retail Excellence 2008 Retail Leadership Award: Kishore Biyani
Retail Best Employer of the Year: Future Group Retailer of The Year: Home Products and Office Improvements: Home
2.3. PRODUCT PROFILE The product profile of Big Bazaar is as follows. They are dealing with various types of products and so they had divided them into various departments for the customer s convenience. The departments are FOOD BAZAAR HOME CARE PRODUCTS HEAD TO TOE FIT & HEALTHY BOOKS & STATIONARIES APPARELS & GARMENTS MEN & WOMEN ACCESSORIES KIDS ACCESSORIES CROCKERY & PLASTIC ITEMS UTENSILS HOME DECORS HOME LINEN
3.1 RESEARCH DESIGN A research design is purely and simply the frame work or plan for a study that guides in the collection and analysis of the data. There are three ty pes of research designs, they are Exploratory research design Descriptive research design
Casual or Experimental research design Since this study attempts to describe the demographic, economic & psychographic features of the respondents, it is a descriptive research.
Descriptive research design Descriptive research is one that concerned with describing the characteristics of a particular individual, or of a group. The descriptive study is typically concerned with determining frequency with which something occurs or how two variables vary together. Here the problems are defined and the solutions are provided.
Sample Size of the study The sample unit selected for this study is retail outlets. The sample size for the study is 500.
Sampling Technique For the present study the researcher used the Disproportionate stratified random sampling technique. 3.2 SOURCES OF DATA There are two types of data namely primary data and secondary data.
Primary Data Primary data refers to those data that are collected newly and they are not used earlier. The researcher has to gather the primary data freshly for the specific study undertaken by him. The primary data can be collected by three methods namely observation method, experimentation method and survey method. Survey research is the systematic gathering of data from respondents through questionnaires. Secondary Data The secondary data refers to those data which were gathered for some other purpose and are already available in the firm s internal records and commercial, trade or government publications.
3.3 DATA COLLECTION METHOD The primary data required for this study is collected through schedules. The schedule method is also like the collection of data through questionnaire, with little difference which lies in the fact that questions are being filled in by t he enumerators according to the replies of the respondents for the questions.
3.4 TOOLS OF THE STUDY The researcher have used various tools for analyzing the data collected 1. Simple percentage analysis. 2. Chi-square test.
CHAPTER 4
4.1 DAATA ANLLYSIS ANND INTERRPRETAATION TABLLE 4.1.1 AGE OOF THE RESPONNDENTS
35-50 72 14.44
>50 43 8.6
CHARRT 4.1.1
AGE OOF THE RESPONNDENTS Your browser may not support display of this image. 0
INFERENCE: The age of 35.6% of the respondents belong to the age between 25-30 years, 21% is between 30-40, 20.4% is below 25, 14.4% is between 35-50 and 8% is above 50.Majority of the respondents belong to the age group 25-30. TABLE 4.1.2 TABLE SHOWING MOTHER TONGUE OF THE RESPONDENTS
Hindi 72 14.4
Telugu 14 2.8
Malayalam 10 2.0
050100150200250300 INFERRENCE: Th14.4% majori he mother % is Hindi, ity tongue o, 2.8% is of of 55% ofTelugu anthe f the respnd 2% is resppondents iMalayalapondents is Tamil, m. The Mis25.8% isMother tons Ts Urdu, ngue of Tamil. TABLLE 4.1.3 TABLLE SHOWWING ARREA OF TTHE RESPONDENNTS
Royaapuram 95 19.0
Wasshermanpeet 66 13.2
Mannnadi
51 10.2
Thiruuvetriyoorr 46 9.2
Mint 58 11.6
Thondiarpet 31 6.2
Ennore 14 2.8
Korukkupet 19 3.8
Sowkarpet 46 9.2
Manali 12 2.4
0102030405060708090100
INFERRENCE: from w10.2% from Tmanali 1washerman% from maThondiarpi. Major9% of thnpet, 12.4annadi, 9.2pet, 3.8% rity of he respond4% are fro2% from from koruthe resdents are om old waThiruvetrukkupet, spondents from Royashermanpriyoor, 9.22.8% fromare fryapuram pet, 11.6% 2% from sm Ennorerom Royarea, 13.2% are fromsowkarpet and 2.4% yapuram 2% are m mint, t, 6.2% % from area.
Studeent 54 10.88
CHARRT 4.1.4
INFERENCE: 36.4% of the respondents are private employees, 29.2% are doing self business, 16.2% are house wives, 10.8% are students and 7.4% are Government employees. Majority of the respondents are private employees.
2 22 4.4
3 67 13.4
4 205 41.0
INFERRENCE: 41familyrespon4. .2% of thy size is 4ndent s fame respond4, 13.4% mily size dent s famof the reis 2.Majomily size isspondent ority of thes above 4, s famil se respond, 41% of ize is 3 adent s famthe responand 4.4% ily size isndent s of the s above
<5,000 2 0.4
5,000-10,000 96 19.2
050100150200250 Your browser may not support display of this image. INFERENNCE: 41.6% of respondenrespondenrespondenmonthly TABLE the responnt s monthnt s monnt s monthi4.1.7 ndent s mhly incomnthly incohly incomeincome monthly incme is betwome is e is belowiscome is abween 10,05,000-10, w 5,000.Ms bove 20,0000-20,000,000 andajority of above 00, 38.8% 0, 19.2% d 0.4% othe respon2% of the of the of the ndent s 20,000. TABLRESPLE SHOONDENTOWING TS MONTTHLY EXPENDITURE OF THE
<3,000 15 3.0
8,000-100,000 89 17.8
10,000-15,000 62 12.4
15,000-220,000 10 2.0
>20,0000 5 1.0
INFERRENCE: Th8,000, betwee1% is he monthly26.2% is en 10,000above 20, y expendibetween 30-15,000, 3,000.Majoiture of 33,000-5,003% is belority of the7 .6% of t00, 17.8% ow 3000, e respondethe respon% is betwee2% is beent s monndent s is en 8,000etween 15nthly shoppbetween 10,000, 12,000-20,0ping expen5,0002.4% is 00 and nditure
is between 5,000-8,000.
CHARRT 4.1.8 CHARSHOPRT SHOPPING OWING PERIODD PREFEER BY RESPONNDENTS FOR 050100150200250
INFERRENCE: 41week dto .6% of thedays and e responde20.8% prepurchaents preferefer montase r to purchthly once. ase duringMajority during g week enof the resnds, 37.6% spondentsweek% prefer s prefer kends.
Work 73 14.6
INFERENCE: 23% of the respondents spend their weekends at home with their family, 22.6% go to movies, 14.6% concentrates on their work and 8% go for outings with their family. Majority of the respondents spend their weekends at home with their family. TABLE 4.1.10 TABLE SHOWING MAJOR PURCHASES OF THE RESPONDENTS
050100150200250 INFEERENCE:: 42.4% is needseasonproduc TABL% of the reded for thn. Majoritct LE 4.1.11spondentsem, 30.8% ty of the is s prefers to% do durinrespondeno do theirng offer pnts preferneeded r major puperiod andr to do murchases wd 26.8% dmajor purcfor when the po during fchases whproduct festival hen the then. TABLLE SHOWWING PURCHASEE DECISIION OF TTHE RESSPONDENNTS
Childdren 29 55.8
CHARRT 4.1.11 CHARRT SHOWWING PUURCHASEE DECISION OF TTHE RESSPONDEENTS 050100150200250300350 IINFERENNCE: In decisio5.8% respon 65.6% oon, in 28. of the famndent s hof the res.6% familmilies chihouses, spondents lies home ildren takfamily families, makers tke the purheads tfamily htakes the rchase dectakes theheads takpurchase cision. In e purches the pudecision majority ase decurchase and in of the isions. TABLLE 4.1.12 TABLLE SHOWWING PRRODUCTSS DESIREED BY THHE RESPPONDENNTS
INFERRENCE: 77.4% prefer purcha TABL% of the reboth branase LE 4.1.13espondentnded and u ts prefer bunbrandedbranded id items. Mbranded items andMajority ofd 22.6% of the respoof the cusondents prprostomers refer to oducts. TABLLE SHOWWING SELLECTIONN CRITEERIA OF THE RESPONDEENTS
Price 50 110.0
CHARRT 4.1.13 CHARRT SHOWWING SEELECTIOON CRITEERIA OFF THE REESPONDEENTS 050100150200250300350400450 INFERRENCE: 84selectsthe r .4% of thes based onrespondene responden price andnts selecents selecd 5.6% sets a shts a shop elects basehop for for purchaed on nearpurchasase based r to residese basedon qualityence. Majod on qy, 10% ority of quality.
Arihant 41 8.2
Madharsha 28 5.6
Pothys 62 12.4
Chennai Silks 4 .8
CHARRT 4.1.14 CHARRESPRT SHOONDENTOWING TS APPARREL SHHOPS PRREFEREED BY THE Your browser may not support display of this image. 020406080100120 INFERRENCE: appareArihanprefers 22.6% oels, 16.6% nt, 8% pres Textile of the resp% prefer efers veeraindia, 5.6pondents saravana a s collect6% prefeprefers astores, 12tions, 6.8% rs madhaany brande2.4% pre% prefers arsha, 5% ed outletsfer pothykrishna cprefers as for purcys, 8.2% collectionsany shopchasing prefers s, 6.4% , 3.8%
prefers Big Bazaar, 2.8% prefers Jeyachandran textiles,1% prefers Nirmala stores and 0.8% prefers Chennai silks. Majority of the respondents prefer any branded outlet for purchasing apparels.
TABLE 4.1.15 TABLE SHOWING REASONS FOR SELECTING APPAREL SHOP Apparels Reason Frequency Percent Quality 171 34.2 Price 40 8.0 Collections 171 34.2 Price & Quality 107 21.4 Near to Residence 8 1.6 Offers 3 .6
INFERRENCE: 34qualityprice & Majori .2% of they,34,2% se& qualityity of the respondelects basy, 1.6% bahe respondent s seleced on collased on nndents sects shop folections, 8near to reselects baor purchas8% based sidence anased on sing apparon price, nd 0.6% bquality arels based 21.4% babased on and colleon the ased on offers. ections
TABLLE 4.1.16
Arihant 16 3.2
1111 INFERRENCE: 31preferscornerprefersprefer .2% of ths Big Bar, 10.2% s Arihant any shop he responazaar, 16. prefers saand 1.8% for purchadents pre6% prefearavana s% prefers asing plasfer any sers chellatores, 5% Rathna sstic items. shop for pdurai Nad% prefers stores. Ma purchasingdar,11.8% Thoothukajority of g plastics% prefers kudi storethe respo,20.2% parrys es,3.2% ondents
TABLLE 4.1.17
TABLPURCLE SHOCHASINGWING RG PLASTIREASONIC ITEMN FOR MS SELECTTING AA SHOP FOR Plastic Reeason Frequeency Perrcent Price 171 34.2 Quality 99 19.8 NNear to RResidence 209 41.8 ranges 21 4.22
CHARRT 4.1.17 CHARPURCRT SHOCHASINGOWING G PLASTIREASONIC ITEMN FOR MS SELECTTING AA SHOP FOR Your browser may not support display of this image. 050100150200250 INFERRENCE: 41.8% near to% of the reo residencespondentce,34.2% ts selects selects bashop for ased on prpurchasinrice, 19.8% ng Plastic % based oitems baon qualityased on y, 4.2%
based on ranges. Majority of the respondents selects based on near to residence. TABLE 4.1.18 TABLE SHOWING FURNITURE SHOP PREFERRED BY RESPONDENTS Furniture Shop Frequency Percent Big Bazaar 25 5.0 Furniture Showrooms 76 15.2 Saravana Stores 46 9.2 Madhi Furniture 35 7.0 Ramakrishna & sons 73 14.6 Nithil & co 51 10.2 Any Shop 194 38.8
INFERRENCE: 38prefer prefersprefersfurnitu .8% of thany brans Nithil & s Big Bazure. he respondnded show& co, 9.2% aar. Majodents prefewrooms, % saravanaority of thefer any sh14.6% pra stores, 7e respondeop for purefer Ram% prefersents prefeurchasing fmakrishna s madhi fuer any shopfurniture, & sons, urnitures ap for purc15.2% 10.2% and 5% chasing
TABLLE 4.1.19
Price 39 7.8
Ranges 19 3.8
CHART 4.1.19 CHART SHOWING REASON FOR SELECTING A SHOP FOR PURCHASING FURNITURE
050100150200250300 Your browser may not support display of this image. INFERRENCE: 58qualitybased selects .6% of they,27.2% son rangess e respondeelects bass and 2.6% ents selectsed on ne% based onbased ts shop foear to resin price & qor purchasiidence, 7.8quality. Mon ing Furnit8% basedMajority ofture basedd on pricef the respoqd on the e, 3.8% ondents quality.
TABLLE 4.1.20
Electric Shop Frequency Percent Big Bazaar 36 7.2 Vasanth & co 198 39.6 Saravana Stores 12 2.4 Chellamani & co 8 1.6 Shopping Singapore 17 3.4 Ramakrishna & sons 51 10.2 Any Branded Showrooms 34 6.8 Ritchi Street 31
CHARRT 4.1.20 CHARRESPRT SHOONDENTOWING TS ELECTRONICCS SHOOP PREEFEREDD BY 020406080100120140160180200 INFERRENCE: 39items, Big B3.4% pviveksthe re .6% of th18.6% prazaar, 6.8prefers shs, 1.8% prespondenthe respondrefers any 8% prefershopping siefers Burms prefer dents prefeshop, 10. s any braingapore, ma Bazaasaravanafer Saravan.2 prefers anded show2.4% prer, 1.6% pra stores na stores Ramakriswrooms, 6efers saravrefers chefor purchfor purchshna & so6.2% prefvana s torellamani & hasing elhasing Eleons, 7.2% fer Ritchies, 2.2% & co. Majolectronic ectronic prefers street, prefers ority of items.
TABLE 4.1.21
Ranges 25 5.0
CHART 4.1.21
INFERRENCE: 44the qu5% ba .2% of thality,36.2% ased on rahe respond% selects anges. Madents selecbased on ajority of cts shop fprice, 14fthe respofor purcha.6% basedondents seasing electd on near elects bastronics bato residensed on quased on nce and uality. TABLLE 4.1.22
Crockery Shop Frequency Percent Big Bazaar 100 20.0 Chelladurai Nadar 84 16.8 Thoothukudi Stores 27 5.4 Saravana Stores 56 11.2 Rathna Stores 23 4.6 Any Shop 210 42.0
CHART 4.1.22
Your browser may not support display of this image. 050100150200250 INFERRENCE: 42prefer stores, of th % of the rBig Baz,5.4% prefe responrespondenzaar, 16,8fer Thoothndents prnts pre fer 8% preferhukudi storefer anyany shop rchelladurores and 4y shop for purchrai Nadar4.6% prefefor purchhasing croc, 11.2% ers Rathnahasing cckery itemprefer saa stores.Mcrockery ms,20% aravana Majority items.
TABLLE 4.1.23 TABLPURCLE SHOCHASINGWING RG CROCKREASONKERY ITN FOR TEMS SELECTTING AA SHOP FOR
Rangees 51 10.22
CHARRT 4.1.23 CHARPURCRT SHOCHASINGOWING G CROCKREASONKERY ITN FOR TEMS SELECTTING AA SHOP FOR Your browser may not support display of this image. 020406080100120140160180200 INFERRENCE: 37.6% near to10.2%
residen% of the reo residenc% based onnce. espondentsce,27.4% n ranges. s selects sselects bMajority shop for pased on pof the respurchasingprice, 24.8spondentsg crockery8% baseds s elects by items bad on qualibased on nased on ity and near to
LE 4.1.24 TABL TABLLE SHOWWING GRROCERY SHOP PRREFEREED BY REESPONDEENTS Groceery Shop FFrequencyy Perccent Big BBazaar 1112 22.4 Reliannce Fresh 337 7.4 Spenccer s Dailyy 22 .4 Locall Provisionnal stores 3349 69.8
CHARRT 4.1.24 CHARRESPRT SHOONDENTOWING TS GROCEERY SHHOP PRREFEREED BY THE Your browser may not support display of this image. 050100150200250300350 INFERRENCE:
69.8% items, Spencepurcha TABL% of the re22.4% prer s Dailyasing LE 4.1.25spondentsrefers Big y. Majority s prefer loBazaar, 7y of the reocal provis7.4% prefeespondentgrocersional storer s Reliancts prefer lory res for purce Fresh aocal provirchasing gand 0.4% isional stogrocery prefers ores for items. TABLPURCLE SHOCHASINGWING RG CROCKREASONKERY ITN FOR TEMS SELECTTING AA SHOP FOR Groceryy Reason Freqquency Perceent Price 53 10.6 Qualityy 95 19.0 Near to Residencce 352 70.4
CHARRT 4.1.25 CHARPURCRT SHOCHASINGOWING G GROCEREASONERY ITEN FOR MS SELECTTING AA SHOP FOR 050100150200250300350400
INFERENCE: 70.4% of the respondents selects shop for purchasing crockery items based on near to residence, 19% selects based on quality and 10.6% based on price. Majority of the respondents selects based on near to residence. TABLE 4.1.26 TABLE SHOWING TV CHANNEL WATCHED FREQUENTLY BY THE RESPONDENTS TV Channel Frequency Percent Sun TV 156 31.2 K TV 7 1.4 Vijay TV 46 9.2 Sun Music 32 6.4 Jaya Max 13 2.6 Adithya TV 21 4.2 News Channels 8 1.6
Sony Max 64 12.8 Star Movies 38 7.6 Star Plus 48 9.6 Kiran TV 8 1.6 Ten Sports 5 1.0 Aaz Tak 6 1.2 Sony 33 6.6
ZMax 15 3.0
CHARRT 4.1.26 CHARTHE RRT SHOWRESPONWING TNDENTS TV CHANNNEL WWATCHEED FREQQUENTLLY BY 020406080100120140160
INFERENCE: 31.2% of the respondents frequently watch Sun TV, 12.8% watch Sony max, 9.6% watch star plus, 9.2% watch Vijay TV, 7.6% watch star movies, 6.6% watch Sony, 6.4% watch sun music, 4.2% watch Adithya TV, 3% watch Z max, 2.6% watch Jaya max, 1.6% watch Kiran TV, 1.6% watch news channels, 1.4% watch K TV, 1.2% watch Aaz Tak and 1% watch Ten sports. Majority of the respondents frequently watch Sun TV.
Big FM 40 8.0
Radio One 19
3.8
No 30 6.0
98.3 14 2.8
Aha Fm 9 1.8
Hello Fm 2 .4
CHARRT 4.1.27 CHARRESPRT SHOWONDENTWING RATS ADIO CHHANNEL FREQUEENTLY LLISTENEED BY Your browser may not support display of this image. 050100150200250 INFERRENCE: 47suryan1.8% lchanne.2% of tn fm, 8% listens Ahel. Majoritthe responlistens Biha fm, 0.4ty of the rndents frig fm, 3. 84% listensrespondentequently 8% listenss Hello fmts frequenlistens Rs Radio om and 6% ntly listensRadio Mirne, 2.8% doesn t ls to radio mrchi,30% listens 98listens anymirchi. listens 8.3 fm, y radio
TABLLE 4.1.28
TABLE SHOWING NEWS PAPER FREQUENTLY READ BY RESPONDENTS News Paper Frequency Percent Hindu 122 24.4 Daily Thandhi 171 34.2 Dhinakaran 46 9.2 Times Of India 82 16.4 Deccan Chronicle 33 6.6 Dhinamalar 46 9.2
INFERRENCE: 34Times Deccan .2% of theof India, n Chrone responde 9.2% reanicle.Majoents read Dad Dhinakority of Daily thankaran, 9.2% the resndhi, 24.4% % read Dspondents% read HiDhinamalars read indu, 16.4r and 6.6% Daily th% read % read hanthi.
TABLLE 4.1.29
TABLE SHOWING MAGAZINES FREQUENTLY READ BY RESPONDENTS Magazine Frequency Percent Junior Vikadan 88 17.6 India Today 99 19.8 Kumudham Reporter 30 6.0 Anandha Vikadan 37 7.4 Pudiya Thalaimurai 20 4.0 Aval Vikadan 21 4.2 Readers Digest 14 2.8 Sports Star 9 1.8 Kungumam
9 1.8 Work Related 23 4.6 No 122 24.4 Kumudham 14 2.8 Film Fare 14 2.8
CHARRT 4.1.29 CHARRESPRT SHOONDENTOWING TS MAGAAZINES FREQUUENTLY READD BY Your browser may not support display of this image. 020406080100120140 INFERRENCE: 19VikadamagazThalaifare, respon.8% of than, 7.4% rzines relatmurai, 2.81.8% reandents freqhe respondread Ananted to the8% read Kad Kunguquently readents freqndha Vikadeir work, Kumudhamumam andad India Tquently readan, 6% r4.2% ream, 2.8% red 1.8% rToday. ad India Tead Kumuad Aval Vead Readeread sporToday, 17udham repVikadan, 4ers dig est, rts star. M7.6% read porter, 4.64% read , 2.8% reaMajority Junior % read Pudiya ad Film of the
TABLLE 4.1.30 TABLABOULE SHOUT BIG BOWING BAZAAR AWARN NESS AMMONG THE RRESPONDDENTS Awarness Frequeency PPercent Yes 494 998.8 No 6 1.2
CHARRT 4.1.30 CHARABOURT SHOUT BIG BOWING BAZAAR AWARN NESS AMMONG THE RRESPONDDENTS Your browser may not support display of this image. 050100150200250300350400450500
INFERENCE: 98.8% of the respondents are aware about Big Bazaar and 1.2% are not aware about Big Bazaar. Majority of the respondents are aware about Big Bazaar. TABLE 4.1.31 TABLE SHOWING NO: OF TIMES-RESPONDENTS VISITED BIG BAZAAR
0 55 11.0
1 114 22.8
BAZAAR
Your browser may not support display of this image. 050100150200250 INFERRENCE: 43visitedBig .4% of thed 1-5 timeBae responds, 22.8% vazzar dens had vvisited 1 tmorvisited Bigtime. Majre g Bazaar mority of ththan more thanhe respond5 n 5 times, dents had 22.8% visited times. TABLLE 4.1.32 TABLBIG BLE SHOWBAZAR FWING TIFROM THIME TAKHEIR RESKEN FORSIDENCER RESPOE ONDENTTS TO REEACH TTravelling Time Frequenccy Percentt <<5 minutess 53 10.6 55-10 minuttes 115 23.0 110-20 minuutes 249 49.8 220-30 minuutes 52 10.4
CHARRT 4.1.32 CHARBIG BRT SHOWBAZAR FWING TIFROM THIME TAKHEIR RESKEN FORSIDENCER RESPOE ONDENTTS TO REEACH 050100150200250 INFERRENCE: 49.8% residen20-30 respon TABL% respondnce, 23% minutes ndents neeLE 4.1.33dents needneed 5-10and 6.2ed 10-20 d 10-20 0 minutes, 2% need minutes minutes 10.6% nemore thto reach to reach eed less than 30 mBig BazaBig Bazhan 5 minuminutes. Maar from zaar fromutes, 10.4% Majority their resim their % need of the dence. TABLABOULE SHOWUT CUSTWING STOMER SSATIAFASERVICEACTION E AT BIGLEVELG BAZAAL OF RAR ESPONDDENTS
CHARRT 4.1.33 CHARABOURT SHOUT CUSTOWING TOMER SSATISFASERVICEACTION E AT BIGLEVELG BAZAAL OF RAR RESPONDDENTS 050100150200250300350
INFERRENCE:
61.2% of the respondents are satisfied about the customer service provided by Big Bazaar, 12.8% are highly satisfied, 11.8% are neutral, 11% have no idea and 3.2% are highly satisfied. Majority of the respondents are Satisfied about the customer service provided by Big Bazaar. TABLE 4.1.34 TABLE SHOWING RESPONDENTS OPINION ABOUT DOOR DELIVERY
Your browser may not support display of this image. 050100150200250300 INFERRENCE: 56.2% is not e% of the resessential. spondentsMajority os feel that of the respdoor delipondents fivery is esfeels that dssential andoor delivnd 43. 8% very is essefeels it ential. TABLLE 4.1.34 TABLBAZALE SHOAAR DOOOWING OR DELIVRESPONVERY NDENTS AWARRNESS ABOUT BIG
No Iddea 55 11.0
Yes 34 6.8
No 4111 82.2
CHARRT 4.1.34
CHARDOORRT SHOWR DELIVWING REVERY ESPONDDENTS OPINION ABOUT BIG BAZAAR 050100150200250300350400450 Your browser may not support display of this image.
INFERRENCE: 82.2% Bazaarabout % of the resr and 6.8% the dspondents % are unadoor deare awareaware aboelivery e about doout it.Majfacility oor deliverority of thprovidedry facility he respond by provided ndents areBig Bby Big aware Bazaar. TABLLE 4.1.35
No Idea 55 11.0
Satisfactory 57 11.4
CHART 4.1.35 CHART SHOWING RESPONDENTS OVERALLL SATIAFACTION ABOUT BIG BAZAAR
Your browser may not support display of this image. 050100150200250300350 INFERRENCE: 65good, high,1satisfa .2% of th11.4% f.6% feelsaction he responfeels satiss ranges aboutndents feesfactory,5% are low. t Bls overall% feels vMajorityBig l satisfactvery nicey of the rBazaartion aboute, 5.8% frespondenr at Big Bazfeel s pricnts feels as zaar as ces are overall good.
ANOOVA
Null Hypothesis: There is no impact of Age on period prefer for shopping, weekend activity, desired product, reasons for selecting shops for purchasing apparels, electronics and grocery, Door delivery. Alternate Hypothesis: There is impact of Age on period prefer for shopping, weekend activity, desired product, reasons for selecting shops for purchasing apparels, electronics and grocery, Door delivery. Variables Sum of Squares df Mean Square F Sig. Period prefer for Shopping 27.191 4 6.798 13.422 .000 Weekend Activity 138.501 4 34.625 20.840 .000 Desired Products 4.780 4 1.195 7.155 .000 Apparels Reason
46.320 4 11.580 7.976 .000 Electronics Reason 8.264 4 2.066 3.017 .018 Grocery Reason 15.755 4 3.939 9.265 .000 Door Delivery 12.122 4 3.031 13.520 .000
INFERENCE: Using the one-way ANOVAs test the calculated values (0.000, 0.018) are less than the table value (0.05) for all the variables. So the null hypothesis is rejected. So, there is impact of Age on period prefer for shopping, weekend activity, desired product, reasons for selecting shops for purchasing apparels, electronic s
MONTHLY INCOME VS DEPENDENT VARIABLES ANOVA Null Hypothesis: There is no impact of monthly income on desired product, reasons for selecting shops for purchasing apparels, plastics, crockery and grocery, door delivery and overall satisfaction about big bazaar. Alternate Hypothesis: There is impact of monthly income on desired product, reasons for selecting shops for purchasing apparels, plastics, crockery and grocery, door delivery and overall satisfaction about big bazaar. Variables Sum of Squares df Mean Square F Sig. Desired Products 3.010 3 1.003 5.892 .001 Apparels Reason 51.336 3 17.112 11.893 .000 Plastic Reason 39.059 3 13.020 12.674
.000 Crockery Reason 41.704 3 13.901 10.462 .000 Grocery Reason 9.342 3 3.114 7.123 .000 Door Delivery 9.247 3 3.082 13.431 .000 Overall Satisfaction 41.153 3 13.718 15.160 .000
INFERENCE:
Using the one-way ANOVAs test the calculated values (0.000, 0.001) are less than the table value (0.05) for all the variables. So the null hypothesis is rejected. So, there is impact of monthly income on desired product, reasons for selecting shops for purchasing apparels, plastics, crockery and grocery, door delivery and overall satisfaction about big bazaar.
AREA VS DEPENDENT VARIABLES - ANOVA Null Hypothesis: There is no impact of area of the respondents on the shops selected for purchasing apparels, plastics, Furniture, Electronics, crockery and grocery, awareness about Big Bazaar and Big Bazaar door delivery. Alternate Hypothesis: There is impact of area of the respondents on the shops selected for purchasing apparels, plastics, Furniture, Electronics, crockery and grocery, awareness about Big Bazaar and Big Bazaar door delivery.
Sum of Squares df Mean Square F Sig. Apparels Shop 984.978 10 98.498 8.013 .000 Plastics Shop 991.333 10 99.133 15.475
.000 Furniture Shop 141.435 10 14.143 3.479 .000 Electronics Shop 210.017 10 21.002 1.855 .040
Crockery Shop 440.878 10 44.088 12.835 .000 Grocery & foods Shop 109.629 10 10.963 7.562 .000 Awarness about Big Bazaar .711 10 .071 6.660 .000 Big Bazaar Door Delivery 52.496 10 5.250 16.041 .000
INFERENCE: Using the one-way ANOVAs test the calculated values (0.000, 0.040) are less than the table value (0.05) for all the variables. So the null hypothesis is rejected.
So, there is impact of area of the respondents on the shops selected for purchasing apparels, plastics, Furniture, Electronics, crockery and grocery, awareness about Big Bazaar and Big Bazaar door delivery. MOTHER TONGUE VS DEPENDENT VARIABLES - ANOVA Null Hypothesis: There is no impact of Mother tongue of the respondents on the TV Channel frequently watched, radio channel frequently listened and news paper and magazine frequently read by the respondents. Alternate Hypothesis: There is impact of Mother tongue of the respondents on the TV Channel frequently watched, radio channel frequently listened and news paper and magazine frequently read by the respondents.
Media Sum of Squares df Mean Square F Sig. TV Channel 7259.771 4 1814.943 303.392 .000 Radio Channel 51.729 4 12.932 6.593 .000 News Paper 184.522 4 46.130 21.357 .000 Magazine 248.568 4 62.142 2.900 .022
INFERENCE: Using the one-way ANOVAs test the calculated values (0.000, 0.022) are less than the table value (0.05) for all the variables. So the null hypothesis is rejected. So, there is impact of Mother tongue of the respondents on the TV Channel frequently watched, radio channel frequently listened and news paper and magazine frequently read by the respondents .
AGE VS DEPENDENT VARIABLES - CHI-SQUARE TEST Null Hypothesis: There is no significant association between Age and Reasons for selecting a shop for purchasing plastics, Furniture and crockery.
Alternate Hypothesis: There is significant association between Age and Reasons for selecting a shop for purchasing plastics, Furniture and crockery. Variables Pearson chi-square Value df significance Plastics reason 74.603 12 0.000 Furniture reason 88.383 16 0.000 Crockery reason 66.674 12 0.000
INFERENCE: Using the Pearson chi-square test the calculated value (0.000) is less than the table value (0.05) for all the variables. So the null hypothesis is rejected. So, there is significant association between Age and Reasons for selecting a shop for purchasing plastics, Furniture and crockery.
MONTHLY INCOME VS DEPENDENT VARIABLES - CHISQUARE TEST Null Hypothesis: There is no significant association between Monthly Income and weekend activity, Major purchase, criteria for selecting a shop and Reasons for selecting a shop for purchasing Furniture and Electronic goods. Alternate Hypothesis: There is significant association between Monthly Income and weekend activity, Major purchase, criteria for selecting a shop and Reasons for selecting a shop for purchasing Furniture and Electronic goods. Variables Pearson chi-square Value df significance Weekend activity 1.158 12 0.000 Major purchase 29.997 6 0.000 Selection criteria 51.474 6 0.000 Furniture reason 37.650 12 0.000 Electronics reason 38.030 9
0.000
INFERENCE: Using the Pearson chi-square test the calculated value (0.000) is less than the table value (0.05) for all the variables. So the null hypothesis is rejected. So, there is significant association between Monthly Income and weekend activity, Major purchase, criteria for selecting a shop and Reasons for selectin g a shop for purchasing Furniture and Electronic goods.
DISCRIMINANT ANALYSIS
TABLE 1 Test of Function(s) Wilks' Lambda Chi-square df Sig. 1 .984 7.893 2 .019
TABLE 2
Function
TABLE 3 Functions at Group Centroids Desired Products Function 1 Branded -.068 Branded & Unbranded .234
TABLE 4 Eigen values Function Eigen value % of Variance Cumulative % Canonical Correlation 1 .016a 100.0 100.0 .126
Function
INFERENCE: From table 1 it is inferred that the value obtained through f-test (0.000) is less than 0.05.so it is significant at 95% confidence level. The value of Wilk s lambda (0.984) ranges between 0 & 1 with a lower value indicating better discriminating power of the model. We have two independent variables, monthly income and family size, with one being a better predictor on purchase of Branded/unbranded item. From table 2 it is inferred that the best predictor is monthly income (variable) with a higher coefficient of (0.851). Classification of a new customer into purchase behavior for Branded/unbranded item can be judged from table 3 where the means of group 1 (Branded items) and group 2 (Branded & non Branded items) are plotted on a scale ranging from -0.068 to +0.234. If the Discriminant score of a customer falls to the left of t he midpoint, we can classify him as one who prefer Branded item and the one on the right signifies a preference for both Branded & unbranded items. The unstandardised Discriminant function from table 5 is Y= (-5.448) +1.125(monthly income) +0.574(family size) If we have the customer s monthly income and family size data respectively then the above Discriminant function gives the score that helps the retail outle t to classify the customer
The researcher has been able to find out the following important aspects from the study. They are: The age of 20.4% of the respondents belongs to the age below 25 years, 35.6% is between 25-30.Majority of the respondents belongs to the age group 25-30.
The mother tongue of 55% of the respondents is Tamil, 25.8% is Urdu, 14.4% is Hindi, 2.8% is Telugu and 2% is Malayalam. The Mother tongue of majority of the respondents is Tamil.
19% of the respondents are from Royapuram area, 13.2% are from washermanpet, 12.4% are from old washermanpet.Majority of the respondents are from Royapuram area.
36.4% of the respondents are private employees, 29.2% are doing self business. Majority of the respondents are private employees.
41.2% of the respondent s family size is above 4, 41% of the respondent s family size is 4.Majority of the respondent s family size is above 4.
41.6% of the respondent s monthly income is above 20,000, 38.8% of the respondent s monthly income is between 10,000-20,000.Majority of the respondent s monthly income is above 20,000.
The monthly expenditure of 37.6% of the respondent s is between 5,0008,000, 26.2% is between 3,000-5,000.Majority of the respondent s monthly shopping expenditure is between 5,000-8,000.
41.6% of the respondents prefer to purchase during week ends, 37.6% prefer week days and 20.8% prefer monthly once. Majority of the respondents prefer to purchase during week ends
23% of the respondents spend their weekends at home with their family, 22.6% go to movies. Majority of the respondents spend their weekends at home with their family.
42.4% of the respondents prefer to do their major purchases when the product is needed for them, 30.8% do during offer period and 26.8% do during festival season. Majority of the respondents prefer to do major purchases when the product is needed for then.
In 65.6% of the respondents families, family heads takes the purchase decision, in 28.6% families home makers takes the purchase decision. In majority of the respondent s houses, family heads takes the purchase decisions.
77.4% of the respondents prefer branded items and 22.6% of the customers prefer both branded and unbranded items. Majority of the respondents prefer to purchase branded products.
84.4% of the respondents selects a shop for purchase based on quality, 10% selects based on price and 5.6% selects based on near to residence. Majority of the respondents selects a shop for purchase based on quality.
22.6% of the respondents prefers any branded outlets for purchasing apparels, 16.6% prefer saravana stores. Majority of the respondents prefer any branded outlet for purchasing apparels.
34.2% of the respondents selects shop for purchasing apparels based on the quality, 34, 2% selects based on collections. Majority of the respondents selects based on quality and collections.
31.2% of the respondents prefer any shop for purchasing plastics, 20.2% prefers Big Bazaar. Majority of the respondents prefer any shop for purchasing plastic items.
41.8% of the respondents selects shop for purchasing Plastic items based on near to residence, 34.2% selects based on price. Majority of the respondents selects based on near to residence.
38.8% of the respondents prefer any shop for purchasing furniture, 15.2% prefer any branded showrooms. Majority of the respondents prefer any shop for purchasing furniture.
58.6% of the respondents selects shop for purchasing Furniture based on the quality, 27.2% selects based on near to residence. Majority of the respondents selects based on quality.
39.6% of the respondents prefer Saravana stores for purchasing Electronic items, 18.6% prefers any shop. Majority of the respondents prefer saravana stores for purchasing electronic items.
44.2% of the respondents selects shop for purchasing electronics based on the quality, 36.2% selects based on price. Majority of the respondents selects based on quality.
42% of the respondents prefer any shop for purchasing crockery items, 20% prefer Big Bazaar.Majority of the respondents prefer any shop for purchasing crockery items.
37.6% of the respondents selects shop for purchasing crockery items based on near to residence, 27.4% selects based on price. Majority of the respondents selects based on near to residence.
69.8% of the respondents prefer local provisional stores for purchasing grocery items, 22.4% prefers Big Bazaar. Majority of the respondents prefer local provisional stores for purchasing grocery items.
70.4% of the respondents selects shop for purchasing crockery items based on near to residence, 19% selects based on quality. Majority of the respondents selects based on near to residence.
31.2% of the respondents frequently watch Sun TV, 12.8% watch Sony max, 9.6% watch star plus. Majority of the respondents frequently watch Sun TV.
47.2% of the respondents frequently listens Radio Mirchi,30% listens suryan fm. Majority of the respondents frequently listens to radio mirchi.
34.2% of the respondents read Daily thandhi, 24.4% read Hindu. Majority of the respondents read Daily thanthi.
19.8% of the respondents frequently read India Today, 17.6% read Junior Vikadan. Majority of the respondents frequently read India Today.
98.8% of the respondents are aware about Big Bazaar and 1.2% are not aware about Big Bazaar.Majority of the respondents are aware about Big Bazaar.
43.4% of the respondens had visited Big Bazaar more than 5 times, 22.8% visited 1-5 times, 22.8% visited 1 time.Majority of the respondents had visited Big Bazzar more than 5 times.
49.8% respondents need 10-20 minutes to reach Big Bazaar from their residence, 23% need 5-10 minutes. Majority of the respondents need 1020 minutes to reach Big Bazaar from their residence.
61.2% of the respondents are satisfied about the customer service provided by Big Bazaar,12.8% are Highly satisfied.Majority of the respondents are satisfied about the customer service provided by Big Bazaar.
56.2% of the respondents feels that door delivery is essential and 43.8% feels it is not essential.Majority of the respondents feels that door delivery is essential.
82.2% of the respondents are aware about door delivery facility provided by Big Bazaar and 6.8% are unaware about it.Majority of the respondents are aware about the door delivery facility provided by Big Bazaar.
65.2% of the respondents feels overall satisfaction about Big Bazaar as good, 11.4% feels satisfactory.Majority of the respondents feels overall satisfaction about Big Bazaar as good.
There is impact of Age on period prefer for shopping, weekend activity, desired product, reasons for selecting shops for purchasing apparels, electronics and grocery, Door delivery.
There is impact of monthly income on desired product, reasons for selecting shops for purchasing apparels, plastics, crockery and grocery, door delivery and overall satisfaction about big bazaar.
There is impact of area of the respondents on the shops selected for purchasing apparels, plastics, Furniture, Electronics, crockery and grocery, awareness about Big Bazaar and Big Bazaar door delivery.
There is significant association between Age and Reasons for selecting a shop for purchasing plastics, Furniture and crockery.
There is significant association between Monthly Income and weekend activity, Major purchase, criteria for selecting a shop and Reasons for selecting a shop for purchasing Furniture and Electronic goods.
There is impact of Mother tongue of the respondents on the TV Channel frequently watched, radio channel frequently listened and news paper and magazine frequently read by the respondents.
In the Discriminant analysis the value obtained through f-test (0.000) is less than 0.05.so it is significant at 95% confidence level. The value of Wilk s lambda (0.984) ranges between 0 & 1 with a lower value indicating better discriminating power of the model.
Classification of a new customer into purchase behavior for Branded/unbranded item can be judged from table 3 where the means of group 1 (Branded items) and group 2 (Branded & non Branded items) are plotted on a scale ranging from -0.068 to +0.234. If the Discriminant score of a customer falls to the left of the midpoint, we can classify him as one who prefer Branded item and the one on the right signifies a preference for both Branded & unbranded items.
If we have the customer s monthly income and family size data respectively then the above Discriminant function gives the score that helps the retail outlet to classify the customer.
5.2 SUGGESTIONS: Advertisements can be given through sun TV, Vijay TV and sun music for attracting Tamil customers. Advertisements can be given through star plus, star movies and Sony max for attracting customers whose mother tongue Hindi and Urdu. Advertisements can be given through the following channels for attracting the entire range of customers. Radio Suryan fm, Radio Mirchi and Big fm.
News paper- Hindu, Daily Thandhi and Times of India. Increase the ranges in the apparel section. Try to place almost all apparel brands in the store. Keep on the offers for the entire year. Place different offers for same product for attracting all customer segments. Customer service should be improved in order to bring the level of highly satisfied customers. Highly satisfaction in the customer service will lead to Hard core loyal customers Steps should be taken to ensure that the salespersons are attending the customers in the right time. (It is observed during the period of study
that the sales persons are not attending the customers, instead they are interested in cleaning the products). Place the details regarding Door delivery facility provided by the store near the entrance. Place the comparative price list of the products in front of the store.(compare our price with major competitors and with branded showrooms).This will be helpful for attracting the customers who are moving for branded showrooms for their purchase
5.3 CONCLUSION From the details collected through the study, the demographic, geographic and economic factors of the respondents who are residing around 5 km distance from the store, their purchase pattern, frequently watching media and the level of awareness about the store are identified. According to that the suggestions were given at the end of the study. The suggestions clearly indicate the marketing activities to be carried out and the appropriate media for advertising to attract all segments of the market. As there is an availability of huge marke t potential to the store from the areas selected for the study, the organization should concentrate in implementing the suggestions given by the researcher to utilize the entire market potential.
TIRUCHENGODE
637215
(An Autonomous Institution Affiliated to Anna University Coimbatore) SUMMER PROJECT REPORT Submitted to ITC LIMITED, COIMBATORE BRANCH In partial fulfillment of the requirements for the award of the degree
BONAFIDE CERTIFICATE Certified that this project report titled A STUDY ON DISTRIBUTION CHANNEL EFFECTIVENESS OF ITC LIMITED WITH SPECIAL REFERENCE TO COIMBATORE REGION is the bonafide work of Mr.S.SAKTHIVEL who carried out the research under my supervision. Certified further, that to the best of my knowledge the work
reported here in does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate. HOD Supervisor Head of the Institution
Title of the Project A STUDY ON DISTRIBUTION CHANNELEFFECTIVENESS OF ITC LIMITED,WITH SPECIALREGION T O COIMBATORE REGION Name of the Student & e-mail address SAKTHIVEL.S Sakthi.mba@in.com Name of theSupervisor(s) MR.RAMAKRISHNAN, M.Tech MBA,M.Phil, (Ph.D) SENIOR LECTURER, DEPARTMENT OF MBA K.S.R SCHOOL OF MANAGEMENT Industry where theProject is undertaken (ifapplicable)
ITC LIMITED,COIMBATORE BRANCH ABSTRACT The project study titled A Study on Effectiveness of DistributionChannel of ITC Limited, with special reference to Coimbatore Region willprovide some valuable in formation for the management to take marketingdecisions. The objectives of this study are to obtain the opinion of the retailers
about the service frequency, credit period, delivery efficiency, promotionalsche me, salesperson s effectiveness and profit margin of ITC products.
DECLARATION I, here by declare that the summer project report entitled, A STUDY ON DISTRIBUTION CHANNEL EFFECTIVENESS OF ITC LIMITED WITH SPECIAL REFERENCE TO COIMBATORE REGION submitted in partial fulfillment of requirement for the degree of Master of Business Administration is a record of original project work done by me, during my period of study in ITC LIMITED COIMBATORE under the guidance of Mr.M.RAMAKRISHNAN., M.Tech., MBA., M.Phil.,(Ph.D) Senior Lecturer KSR SCHOOL OF MANAGEMENT, TIRUCHENGODE.
Signature:
ACKNOWLEDGEMENT First and foremost I dedicate this project work to my parents, who are responsible for all the outstanding performance in my life. I express my sincere gratitude to Lion Dr.K.S.Rangasamy, M.J.F., Chairman, K.S.R.Educational Institutions, Tiruchengode for giving me an opportunity and facilities to do this project work. It is my esteemed honor to thank Dr. K. THYAGARAJAH B.E, M.E, PhD, SIMEEE, M.I.S.T.E, Principal, KSR College of Technology for effectively leading me to meet up with the requirement and necessities of this project.
I thank from the bottom of my heart to Dr.S.K.Mohandas, M.Com., MBA., Ph.D., Director, Department of MBA, KSR College of Technology for granting me permission to do this project. I express my indebted gratitude to Dr.A.Lakshmi, M.A., MBA., M.Phil., B.Ed., Ph.D., H.O.D, Department of MBA, KSR College of Technology for the moral guidance to do project. I wish to express my gratitude to Mr.M.RAMAKRISHNAN, M.Tech, MBA, M.Phil, (Ph.D) SENIOR LECTURER, Department of MBA, and KSR College of Technology. My foremost thanks to Mr.C.R.BALAVISWANATHAN, B.Com, Branch Manager, ITC Limited, Coimbatore Branch for having given me the permission to conduct the study and for his encouragement and support. At the onset, I thank god almighty for having showered his blessings throughout the study.