Consumer behavior

PROJECT MEMBERS:
AMBER GUPTA(08010305)
AKHIL GUPTA(08010802)
HARI SINGH CHAUDHARY(08010812)
JITENDRA SINGH(08010812)

VISHAL MEGAMART

BIG BAZAAR

 Our primary aim was to compare the retail strategy
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of the two stores -vishal and big bazaar
We observed that both the stores target different market segments
Vishal – lower class(mostly) and lower middle class
Big bazaar - both lower middle and upper middle class Moreover there is a huge difference in capital investment between big bazaar and vishal as is evident from their infrastructure , product variety , brand ambassadors [ex Dhoni and Asin for bigbazaar and none such celebrities for vishal]
So now we will be focusing on their promotional strategies to see how they attract their respective market segments.

REASERCH METHADOLOGY
 NON PARTICIPATORY OBSERVATION

-> It involves collection of data by observing behaviour without interacting with the participants [CONSUMERS+SALESPERSON]
-> WE WILL BE FOCUSING ON THE
PROMOTION AL STRATEGIES LIKE product positioning and availability , pricing, discounts
, special offers ,in-store environment etc.

TYPE

MANUFACTURING AND RETALING

TAG LINE

THE BEST OF BRANDS @ LOWEST OF
PRICES

FOUNDED

1986[KOLKATA]

HEADQUATERS

DELHI

REVENUE[2009]

1096.7 Cr Rs

OUTLETS

110

Product Availability

Product availability

OBSERVATIONS
PRODUCT POSITIONING
 Ground floor

-> Mobile shop
-> Clothing(men’s ,children)
-> Children items
(Tiffin box, toys ,shoes)

 First floor
-> Women's wear
-> Cosmetic items
-> Sports goods
-> Travel accessories, school bags
-> Floor carpets , cushions bed sheets , doormats

 Second floor

-> Kitchen ware (pressure cooker , microwaves)
-> Electronic appliances (LCD ,refrigerator , washing machine)
-> Small bookshop (novels , children books)
-> Food court
-> Gaming zone
-> Ration items (flour , spices, pulses,oil etc.)

PRICING and