A STUDY OF BRAND EQUITY ON RETAILER’S BRAND - WITH

SPECIAL REFERENCE TO BRANDED PRODUCTS OF BIG BAZAAR

ABSTRACT

It is believed that Brand Equity and its related concepts are both the formulative and creative
side of the environment. It’s constantly whispered that brand equity is an advantage to the
company and also provide a value to the firm and enhances the company’s reputation that
makes the variation between a company’s genuine assessments and its texted assessments.
On either side from marketing point of view, great brand equity leads to earn huge profits,
less investment on promotional activities, more extension prospects and even less
susceptibility from their competitor’s actions. In broad sense brand equity is not an
innovative concept but it differs from one industry to another and takes up diverse forms and
functions with assorted uniqueness and determinants. In the modern era companies have
more competitors and unknown entrants who are patter the markets. The new entrants are
generally distributors and retailers who identified the pulses of the customers and try to sell
their own products to serve the customers even in better way. In India more than 35 % of the
market is untapped by the companies. To tap the untapped market and also to distribute the
product to the customers, Distribution channel management is proposed by the companies; at
the same time these companies expect that proposed channel members help them to serve
them customers and to keep informing the market situations and conditions to enhance the
level of customer’s satisfaction. Retailers are the first level/channel member who interact
directly with the customers and have excellent knowledge of the customers. These retailers
and distributors have direct link and interaction with the customers discovered that there is a
fine profit exists if they come up with their own brand.

1
 A STUDY OF BRAND EQUITY ON RETAILER’S BRAND - WITH
SPECIAL REFERENCE TO BRANDED PRODUCTS OF BIG BAZAAR

INTRODUCTION

CHAPTER I

1.1 HISTORY

Big Bazaar was founded in 2001 by Kishore Biryani, the founder and chief executive officer
(CEO) of the parent company, the Future Group. Big Bazaar was an Indian retail chain of
hypermarkets, discount department stores, and grocery stores. The retail chain was founded
by Kishore Biryani under his parent organisation Future Group, which is known for having a
significant prominence in Indian retail and fashion sectors. Big Bazaar is also the parent
chain of Food Bazaar

Big Bazaar is one of the oldest and largest hypermarket chains of India, housing about 300+
stores in over 120 cities and towns across the country. In February 2022, Reliance Industries
took control of over 200 Future group stores and rebranded Big Bazaar as Reliance's Smart
Bazaar Stores. Company Profile is an initiative by Start-up Talky to publish verified
information on different start-ups and organizations. The content in this post has been
approved by Big Bazaar. Who doesn't love to buy good products at affordable rates?
Undoubtedly, we all love discounts! What if there was only a single store in the city or town
providing discounts.

It would be very difficult for people to reach the destination and do the shopping before it
gets overcrowded. Fortunately, with Big Bazaar's shopping experience, you don't have to feel
the same way. This is because its online and offline stores are available in different parts of
India. The Future Group subsidiary has been in the news regularly for the conditions that it
was in, which prompted Reliance to acquire the same, almost suddenly, undermining the
Amazon 2019 deal, when the Bezos-led company infused around $200 Mn in a unit of Future
2
Group. This court fight triangle involving Amazon-Future Group and Reliance has ultimately
marked a victory for Amazon. Read the Big Bazaar success story below to know more about
Big Bazaar, Big Bazaar total employees, Big Bazaar branches in India, owner of Big Bazaar
and more. Big Bazaar is an Indian retail chain of hypermarkets, discount departmental stores,
and grocery stores. The company provides the best offers on groceries, food items, kitchen
appliances, personal care products, and more. Big Bazaar provides a platform to do your
shopping with big discounts. In other words, Big Bazaar is another name for big discounts.

1.2 Introduction

India is growing with the great pace and to keep up this pace retail sector support
the economy of the country. It’s one of the oldest concepts with the new approach to meet the
need of the customers by providing products and services. Retailing is interconnecting the
consumers with the company and the distribution channels. The concept of retail has come
with the big loom which promises more than the expectations of the customers, to meet these
expectations of the customers‟ retailers/ shop keepers are coined. Retailers act as
intermediaries between company and customers. The concept of retail is to trade the products
and services to the preferred user or end user from the business or individuals. Retailers are
one of the parts of integrated systems of supply chain management. Generally, acquisition of
the goods or products in massiveness quantities procured directly or indirectly (through a
wholesale) from producers or manufacturers by the retailer, and proffer to the lesser
quantities to the consumer for a better turnover.

Retailing can be happened in any predetermined locality like stores or markets or

marketplace, door to door delivery or by delivery.

Retailing is composed of sub set of service such as deliverance. The retailer can be applied to
anywhere a service appears and supplier services are need of a fine set of folks which is
general public. Shops are to be located at residential areas so that reach of the public should
be ease for shopping. Most of the times a shopping lane are partial or full roofed to secure

3
customers from precipitation. Shopping frequently refers to be active of purchasing the
products and services. Sometimes this is obtained the needs such as food, clothing and
shelter, and also it is a leisure activity. This type of shopping involves window shopping i.e.
Just explore, actual not buying process and browsing which yield no purchase from the
customers.

1.3 DEFINITION

Big Bazaar is a chain of hypermarket in India. As of June 2, 2012 there are 214 stores across
90 cities and towns in India covering around 16 million sq. Ft. of retail space. Big Bazaar 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.

Big Bazaar is part of Future Group, which also owns the Central Hypermarket, Brand
Factory, Pantaloons, Ezone, Hometown, futurebazaar.com, KB's Fair Price to name a few and
is owned through a wholly owned subsidiary of Pantaloon Retail India Limited that is listed
on Indian stock exchanges.

RETAILING SYSTEM

Retail- the industry

From the brick-and-mortar period, the Indian retail Industry background is progressed to
adopting the latest technology for connecting with the customers. The actual aim is to
accomplish a comprehensive customer experience. In India, the shopping revolution has
taken place as the entire concept and the innovative idea of shopping got tremendous change
in terms of consumer buying behaviour and its format. India experienced the modern retailing
system with the extensive shopping centres, huge complexes and multi storied malls which
offers the great shopping, food and entertainment all these under one roof.

At the same time the growth of Indian retail industry 10.6% in between 2010 -2012 and
anticipated to get boost to 750-850 billion US$ by 2012. The industry has more opportunities
in this sector as it has got undefined tapped market and this sector is slowly but surely
become the next boom industry in India. In this industry the food and grocery segment is one
of the largest classes more than 60% of market favour within this retail industry. Indian

4
organized retailing is under transition today, bringing a lot of changes in the formats of
retailing. The shoppers enjoy the privilege of shopping the goods and services required by
them in a variety of formats. Recently, Bangalore is witnessing this change and the shoppers
at Bangalore. are exposed to various formats of shopping, ranging from local Kirana’s shop,
convenience stores, supermarkets to hypermarkets. The major retailers of India are opening
up their hypermarkets in the city. In this context, studies on customer preferences and
experiences will be of use to the retailers in shaping their retail outlets and offering services.
In retail market India is considered as the rank 5th across the world and 4th rank among 30
countries with respect to the global retail development. From the source IBEF the traditional
size of the India market in retailing industry is about 500 billion USD. According to the
Deloitte report, it is anticipated that retail industry will reach to 750-850 billion USD by
2015. A massive assortment of the products and services the retail industry’s accountability
has proved to the world. The retailing sector can be generally classified into two major level.
First is Value retailing and the other is Lifestyle retailing. Value retailing is more often than
not a low margin but lofty degree business such as food and groceries category whereas the
Lifestyle retailing is a low volume business with a high profit margin and includes apparel
and fashions including footwear etc.

This segment can be further alienated into various categories and subcategories, based on the
nature of product and their offerings. Food market dominates the all-major segments with and
more than 60% share followed by Apparels, fashion and trends. The stumpy association of
the new categories implies the great prospects for the prearranged/ organized retail grow and
development in this sector especially in India being the youngest nation and the good market
of the world.

The evolution from the traditional retailing system to the prearranged / organized retailing
system start changing the anticipation of the consumers, increasing middle class life style of
standard of living, fine disposable earnings, usage of luxury goods, and variation in the
demographic parameters and so on. The expediency of shopping choices in their diversity
under one roof and enhanced culture of shopping are appreciating factors by the new and
younger generation.

5
Biggest Retail Top 5 companies in India 2022

1. Reliance retail limited

India’s largest retailer by reach, scale, revenue, profitability, and India’s

biggest retail company. Established presence across key consumption baskets and holds a
leadership position in food, consumer electronics and fashion retailing. 10,415 stores
covering 22 million sq ft area Reliance Retail operates the most extensive store network in
the country. It is first Among top retail company in India.

Revenue: ₹1,30,566 cr

Retail Stores: 10,415

Employees: More Than 1 Lakh

Reliance Retail became the first retailer in India to cross the Rs 1,00,000 crore turnover
milestone and is now ranked 94th in Deloitte’s Global Powers of Retailing 2019 list. Reliance
Retail also crossed the 10,000-store count milestone.

2.Future retail limited

Future Retail operates some of India’s most popular retail chains serve millions of customers
in more than 400 cities in every state of the country through digital platforms and over 2000
stores that cover over 16 million square feet of retail space.

Revenue: ₹ 22,225 cr

Retail Stores: 1511

Employees: 45,949

Future retail is the second-largest top retail company in India after reliance retail. The
company’s presence through Big Bazaar hypermarkets and more recently through Foodhall
gourmet stores, allows it to target the entire cross-section of customers. It is one of the largest
listed retail companies in India.

6
3. Avenue Supercars Limited

Avenue Supercars Ltd. is the D-Mart supermarket chain owner (ASL) operator. The
business’s main office is in Mumbai. ASL is the brand owner of the names D Mart, D Mart
Means that managers, D Mart Premia, D Houses, Dutch Harbour, etc.

Revenue: Rs 21.137 Cr

Retail outlets: 176

Employees: 7718

Three-year sales growth: 32.58%

Market capitalization: 144,023 Cr

4. Aditya Birla Apparel & Retail Ltd

After the unification of the branded apparel operations of the Aditya Birla Group, which
included ABNL’s Madura Fashion business and ABNL’s subsidiaries Pantaloons Clothing
and Retail (PFRL) and Madura Fabric & Lifestyle (MFL), in May 2015, Aditya Birla Fashion
and Retailing Ltd. (ABFRL) was created. PDF was named Aditya Birla Apparel and Retail
Ltd, following the consolidation

Revenue: Rs 8,270 Cr

Retail outlets: 2714

Employees: 2714+

Three-year sales growth: 10.39%

Market Capitalization: Rs 19,737 Cr.

5. Shoppers Stop

Shoppers Stop was India’s first major store to open its doors in 1991, and today serves as the
industry standard. 210 multi-format stores are dispersed over 39 cities. The Company

7
conducts retail sales through department shops of various consumer and domestic goods.
Retail operations, Properties options, and Others are the three business segments the
Company runs.

Revenue: $3,487 billion

Retail outlets: 210

Employees: 7,416

Three-years sales growth:8.0%

Market Capitalization: Rs 530 Cr

Evolution of Retailing

Retailing was not at all as seen these days. It is alleged that the first true
division store in the world was originated in the Paris in 1852 by Aristide Boucicault and was
forename as Bon Marche. In the untimely twentieth century, series store the Great Atlantic
and Pacific Tea Company of America (now famous as the A & P chain of stores) in progress
initiate new methods of food selling at fewer prices. Rapidly these chain shops commenced
the idea of one-stop shopping normally known as super market and relieving house wife from
stirring one shop to another to whole their shopping. By the late 1950, about 40% of
American populace was buying its groceries from these organized retail stores. A
supermarket nurtured, they comprehensive the self-service idea to other foods besides
grocers. In the 1940s, meat began to sell as pre-packaged item. Customers fond of pace and
handiness of picking up a wrap up of meat that previously have been weighed and priced.
Eventually, this pre-packaging system was extensive to fruits and vegetables and soon the
supermarkets idea of self-service has suit the rule rather than an exemption all over United
States. It has, in realism now stretch to the entire globe and is seen in almost all country in the
world, through the exposure of its achievement varies from country to country.

8
Retail in India

The pre-independence era of India, the appearance of prearranged/ organized retail was
already on track when country started recognizing the business houses, traditionally textile
sector, endeavour the retailing through the company owning and franchises outlets. Not only
these house hold business but also the special tailoring shops which prolonged its operations
to the foremost regional fashion trends retailers -Delhi’s Mohanlal Sons, Mumbai’s Charbagh
Din, Bangalore’s PN Rao, and Kolkata’s Burlington. The first prearrangement retail or
organized retail chain was initiated by southern India in the food and grocery (F&G) segment
in India, namely Nilgiris, Food world, Margin Free and so on. The consumer durables goods
section has its roots from south with confined players like Vivek’s, Girya’s, VGP, Pai
International, and so on. In 1990, India's first 5 lakh sq. Ft. Shopping centre Spencer Plaza
from Mangal Tirth domain started in Chennai.

The retail uprising can be explicated in four stages in India:

1. Introduction - Pre 1990s

2. Conceptualization - 1990 - 2005

3. Retail development - 2005 through 2010

9
4. Consolidation and intensification - 2010 onwards

The developments in the four phases are as given under:

Retail Introduction

This phase was basically conquered by manufacturers ascertains their presence in retail. Few
are Bombay Dyeing, Raymond Group, S. Kumar Group and Bata. Government initiatives
were – KMF, Mother Dairy, Kendrys Bhandari, KSIDC, Super Bazaar, etc Food world was
the first nationalized retail chain from the RPG Group in the Super Market section

Retail Conceptualization

This moment sales channel is not identified by the manufacturer but immaculate retailers
cooperate that infiltrate the retail market, to inflate pan-India, for request Pantaloons,
Shopper’s Stop and Lifestyle. The first cohort of international brands to make an Indian entry
during this segment integrated Mc. Donald’s, Benetton, Nike, Adidas, VF Corporation,
Reebok and Levi Strauss.

Retail development

This is possibly the mainly lively phase of the Indian retail industry in terms of growth and
development, entry of new entrants/players and development of new and creative formats.
With practically limitless concealed on desk, Reliance, Aditya Birla, Mahindra and Tata
penetrated the bandwagon. Their sensation brought in inclusive retailers such as Metro AG,
Max Retail, Shoprite, Hyper city, and now Wal-Mart and more newly Carrefour, Tesco and
Zara that declare their entry in India and are buoyant about them expansion in this market.
Bharti-Walmart is an obvious JV that entered in this segment. During this stage, a new
conception in Retail Real Estate materializes - Minimum assurance and revenue allocation
models.

The rapid intensification soon fascinated the luxury product division -With the FDI policy
2005-2006 permit single-brand overseas retailers to take up to 51% stake in a joint project
with a local firm, the dominant years saw the access of numerous premium brands (Versace,
Giorgio Armani, Gucci, etc.) generally in the course of joint project

Retail Consolidation and intensification

10
This phase talks about the existing situation of the market and its growth of the retail sector
which promises huge opportunities to both the retailers and the populace. The organized retail
sector observed an 11% refuse in sales in 2008. In view of confronts faced by the industry,
retail chains are probable to focus on consolidation to cut costs and endure in the market.

Key drivers of growth of retail in the country

In India there is huge disposable income which results in increasing the consumer spending
behaviour. India is young nation, where the large number of youth lies within the age of 24
years; most of the families are nuclear in urban locality with the boosting up of the working
women and rising more prospects in the division are considering the chief factors in the
intensification of the prearranged organized retail sector.

The factors driving the prearranged retail system or organized retail

system is as follows:

o The purchasing of indispensable and dispensable products is drove by the high-

income customers
o The comfortable life style, status and new technology trends creates the substituted
demand
o Variation in consumption patterns of the customers
o Improvisation in the income of both the rural and urban areas
o Increasing in the trend as nuclear families and swift urbanization
o Effortless access to credit and increase in consumer awareness
o Change and growth of latest trade format across rural, urban, Tier I, Tier II, Tier III
and metropolitan cities
o Real estate prices are reasonable and appreciable
o Huge working populace
o Fine boost in the expenditure on the luxury items and great in demand
o Enhanced in disposal earnings and desires of customers
o Escalation of desires customers and mounting fondness for the renowned brands or
branded products
o In the past decade the FDI policy is intensifying liberal

11
 o Rising consumers affluence

Classification of the retail sector

The retail sector is broadly classifying into two main categories namely food and non-
food, one observes a unique change that arise in retail in urban areas of Indian market.
From the last decade Indian retail key sectors and their players who have appeared in an
assortment of sectors.

Indian Retail Key sectors:

Food & Groceries Segment Non-Food Segment

Groceries Apparel and Fashion

Food World Arrow, Louis Philippi, Denizen, John

Food Bazaar Players
Nilgiris Benetton, Weekender, Prorogue, Nike,
Star Bazaar Puma
AUCHAN/Spar Markets Beauty
More
Shahnaz Herbals, Lakme, Revlon, Ponds

Reliance Fresh Books, Music and stationary

General Merchandise Retailer

The major formats used by general merchandise retailers namely department stores, full line
discount stores, especially stores, off prices stores, variety stores, variety stores, and flea
markets.

12
a) Departmental Stores

A department store is known for its large assortment and services. The goods and services are
prearranged/ organized into separate departments, with each department looking after its own
operation. These stores cater to customers who are not priceconscious and ready to pay for
the service. Ambience plays a very important role in such stores offers full range of product
and services. They offer branded products as well as store brands that are known for quality.
They have well planned merchandise return polices and return loyalty programs.

These stores are the anchors in a shopping centre or mall. They help in attracting very high
traffic. Conversion rates are low in such stores. A development stores with 3percent
conversion rates is considered very successful. These stores have to face competition from all
formats as they deal in several product and services. Department Stores are another type of
emerging formats and these holds good number of product lines such as clothing, household
goods and home furnishings with product lines functioned separately and have separate
department to administer.

b) Full Discount Stores

A full-line discount store is known for offering an assortment at a price that is discounted Up
to 5per cent of the prices charged by department stores. It targets the mass market that looks
forward to the best bargain. It is expected to hold the range of merchandise similar to a
departmental store.

It reduces its costs through a very low level of services, private brands, and Spartan fixture
and services to the customers without compromising on the price. Consumers preferring to
pay a low price can visit the factory stores or the discount stores where in it propose the MRP
on discounts, as stores sell the products in bulk and scale of economies are pretty high.

c) Specialty Stores
A specialty store deals in a specific product or services. Specialty stores also provide a high
level of services to their customers. These stores are found in medicine, books, photography,
toys, jewellery, hardware, and home improvement products. Category killers and do-it
yourself stores belong to this category. Category killer is a specialist discount store. It attracts

13
customers by offering a particular product at the lowest price and the largest assortment.
These stores especially cater to consumers who are looking for assorted brands at one store.
For instance, apparel and fashion stores, sports goods stores, furniture and furnishing stores
and book stores are some of the examples of specialty stores. (Kotler, 2006; Sinha, 2007 and
Jasola, 2007).

d) Off –Price Store

Off- price retailer sell branded merchandise and designer label at a low price. They totally
opportunistic, though many of them have buying strategies that establish good and extensive
relationships with suppliers. There is special three types of off retailer are single price retail
stores, factory retail stores and closeouts retail outlets. Off price retailer are affected most by
discount stores and better planning by the manufactures. However, the unpredictable nature
of fashion product results in excess stock and rejects. Factory outlets have become popular
formats mainly due to the trend of our town shopping coinciding of the discount formats are
raised, the growth of value retailing by creating the suitable climate and the development of
the town retail formats.

Brand Concepts and Brand Equity

The term „brand‟ is from the “brand” connotation to burn from the Old Norse, the
performance of manufacturers ablaze their blot on the products. In India a constant use of
nonspecific brand at the Vedic period, a herbal paste named Chalandra’s, used to alleged for
the health and fitness and attributed to a rishi with honoured named Chitwan. This
nonspecific brand was nurtured at Dhobi Hill, which was destroyed volcano in northern
India. In 13th century the Italians used watermarks on paper to create and identity as their
brands. Silver-markers, Hall marks and Blind stamps are among those brands.

As it is connected with the ancient times of trademarks and also earlier might considered as
protoboards, in 19th century the brands in the mass marketing area began with the
commencement of enclosed goods. As the industrialization began the production of wide
range of the household things such as soaps are produced from the household locality to the
centralized industrial units.

14
At the time of deliverance of the items, these units brand their products or industrial logo on
the packages, connotation of brand with trademark. World’s first trademark for the brand red
triangle was declared by the British Brewery, Bass and company. Whereas the Lyle’s Golden
Syrup from Tate & Lyle claim the same and accepted as Britain’s oldest brand by Guinness
World Record, with its green and gold pack unchanged since 1885. Italian Entice Formica
Giorgi has engraved on its bricks with similar proto logo in 1731. Before these products or
artifacts are branded, Cattle were branded much early than those. The term "maverick",
initially denotation a calf unbranded, Samuel Augustus Maverick deserted the cattle got
slack. The information was heard among the cowboys and came to be relevant calves found
unbranded itinerant alone. Even Leonardo da Vinci paintings are with the signatures can be
measured as branding untimely instrument.

1.4 Research Objectives

This research is accomplished to scrutinize the applicability of the Customer-based Brand

Equity model in the context of Indian based retailers’ brand in grocery segment of Bangalore
city. Specifically, the aims of this study will focus on the following objectives:

o To measure the effect of Brand Equity on Retailer’s Brand by considering Brand

Awareness, Brand Association (Knowledge), Perceived Quality and Brand Loyalty
o To know the facilitating factors responsible for purchasing Retailer’s Brand.

1.5 Scope of the study

The Brand makes a huge impact in the buying process. Brand enhances growth of the
product, helps marketers to gain the competitive advantage which makes firm/ product
distinct from the competitors in the marketplace. Brand is not just a name but a strategic tool
which speaks about the manufacturer, product, function and benefits of the product, quality
and most importantly it helps market to know what consumers perceive about their Brand.

1.6 BENIFITS

15
 o Variety of Products

The main competitors for Big Bazaar are Tata Hypermarket, More, and Reliance Fresh. Big
Bazaar sells almost everything in the retail sector. From Big Bazaar, you can buy packed
food, vegetables, fish, apparels, toys, footwear to hi-tech electronic goods such as TVs,
cameras, iPods, etc. They even have entertainment zones and hotels inside their stores. This
offers the family a comfortable place to do shopping and to spend time. When Big Bazaar
offers everything under a single store, its main competitors offer only specialized products.
For example, Reliance Fresh mainly sells vegetables and food items. Tata Hypermarket sells
mainly apparels.

o Large Chain of Stores

Big Bazaar has 98 stores in 71 locations in India. This offers great accessibility for
customers. As they have many stores, they purchase product in bulk for cheap price from the
suppliers. This enables Big Bazaar to sell their products for low price.

o Apt Locations

Big Bazaar has its stores in 71 cities in India. Their store locations are either city centres or
huge residential areas. This gives Big Bazaar a great advantage over its competitors. Instead
of making the customers come to their store by travel, Big Bazaar established their stores in
easily accessible locations.

o Low Price

All the products sold in Big Bazaar are priced lower when compared with its competitors. In
India, the price is the main factor that attracts customers. With a right mix of marketing and
procuring the products, Big Bazaar is offering the products and services for the lowest price.

1.6 Innovations

o Wednesday Bazaar

16
Big Bazaar introduced the Wednesday Bazaar concept and promoted it as “Hafted Ka Sabse
Sasta Din”. It was mainly to draw customers to the stores on Wednesdays, when least number
of customers are observed. According to the chain, the aim of the concept is "to give
homemakers the power to save the most and even the stores in the city don a fresh look to
make customers feel that it is their day".

o Sabse Sasta Din

With a desire to achieve sales of Rs 26 Crore in a one single day, Big Bazaar introduced the
concept of "Sabse Sasta Din". The idea was to simply create a day in a year that truly
belonged to Big Bazaar. This was launched on January 26, 2006 and the result was
exceptional that police had to come in to control the mammoth crowd. The concept was such
a huge hit that the offer was increased from one day to three days in 2009 (24 to 26 Jan) and
to five days in 2011 (22-26 Jan).

o Maha Bachat

Maha Bachat was started off in 2006 as a single day campaign with attractive promotional
offers across all Big Bazaar stores. Over the years it has grown into a 6 days biannual
campaign. It has attractive offers in all its value formats such as Big Bazaar, Food Bazaar,
Electronic Bazaar and Furniture Bazaar - catering to the entire needs of a consumer.

o The Great Exchange Offer

On February 12, 2009 Big Bazaar launched "The Great Exchange Offer", through with the
customers can exchange their old goods in for Big Bazaar coupons. Later, consumers can
redeem these coupons for brand new goods across the nation.

1.8 Big Bazaar sees no growth problem

17
There is no reason for any pessimism on Indian retail market prospects, Sanjeev Agarwal, the
Joint CEO of Big Bazaar, the Future Group chain, said here on Friday. Speaking to Business
Standard at the launch here of their 148th store in the country, he said the market was far
from saturation. “We plan to continue opening one to two stores every month,” he said. “We
are positive on consumer spending. “Agarwal said the chain’s revenue was growing at 25 per
cent yearly. However, he declined to talk on investments made or being planned. Ruling out a
foray abroad, he said the opportunity in India was quite large and, therefore, there was no
reason to look elsewhere. “Our strength lies in knowing the Indian customer well

“As for the decision by retail chains, including his own, to substitute Reckitt Benckiser’s
products with their own after the latter cut the sales margins it allowed them, Agarwal said
the shift to in-house brands (he prefers the term ‘private brands’ to ‘private labels’) was 15
years old, not something triggered recently. “We have been running the private brand
programme for 15 years now,” he said. The Future Group had always believed in managing
the entire supply chain, he added.

1.9 Limitation of the study

o The study is constricted down to dry unprocessed groceries segment of retailer’s

brand
o The data collected from the respondents is subjected to natural biases
o This research study is restricted to Bangalore city only

2.0 Research Structure

This research study comprises of seven main sections according to five chapters. The details
of each section are depicted in brief listed below:

Chapter I: Introduction: Brief introduction of the research and its related field of study along
with the design of the whole research

18
Chapter II: Literature Review: Literature reconsideration and pertinent conducted researches

Chapter III: Research Methodology: Presentation of theoretical framework, methodologies

used in this research, including data collection and analysis procedures.

Chapter IV: Data Analysis and Research Results: Presentation of the data and its analysis
process, findings, results and conclusion.

Chapter V: Suggestions and Recommendation: Research findings summary, implications and

recommendations.

CHAPTER II - REVIEW OF LITERATURE

2.1 Concept of Brand Equity

Brand equity is represented as the additional or extra assessment or value that a company can
gain from owning a known brand name. It is based on the perception in consumers‟ minds
that they believe a product with a known brand name has superiority over other products with

19
less recognized names. Almost all the concepts of brand equity, in common, comprise the
addition value to a product by the awareness and in associations to a specific brand or brand
name. In general, however, there are two distinct points of view around the concept of brand
equity. Meanwhile, the second viewpoint of brand equity is the customer based. It evaluates
the response of the consumers towards the brand or brand name (Keller, 1993). Recently, this
concept has been more popular and mostly known as Customer-Based Brand Equity.

Lisa Wood (2000) assumes that the brands are balanced as a long-term asset and also
valuable for the corporates. It is to be reply on the fact that the association of brand value and
the brand loyalty get to identify as a right brand asset. The framework of the concepts of
structured branding and the evolution of the performance for the brand management, this
paper assumes that the corporate assets and valuables are manageable.

Hassanal Haque (2006): observed that the ingenious variables impact more in creating the
awareness of the brand especially in the internet advertisements. These internet
advertisements act as the brand vehicle and examine the impacts on the factors feedback,
quality image and purchasing facilitates.

Daija Dan Cristian: Revealed that the behavioural indicators like trust, pleasure, sympathy,
image or faithful with brand awareness are the key vectors that contributes to brand equity
and of course to the retailer’s brand. The retail companies or the services are to be considered
by the stated indicators, production is based on identification of the demand of the product on
focused market and to obtain the proper game plan of the strategies to help the companies to
reach to the desired position.

Erich Jochimsthaler (2006): recommended the managers to engage in broad and co-ordinate
in the efforts of building the brands that draws the alternatives media to control, develop the
brand strategy in an organization. Managers should scrutinize the results based on the efforts;
a constant assessment of equity of the brand that facilitates the company to comprehend the
alternatives of vehicles of communication in brand buildings.

20
Dr M.N. Mallis Wari (2007): briefs the urban consumers‟ interest to enhanced great
shopping experience with the conscious and sub conscious and also willing to pay the extra
price. In present situation the shopping occurs with impulse decisions. Normally the prices
are charged at the affordable costs to the customers. The major drawbacks of contemporary
malls and other massive self-service retail stores with lack of seating. The senior citizens face
lot of problem while shopping as seating facilities is not convincible. It is better to provide
the resting facilities should be available in every floor of the malls. should have sufficient
parking space to park the vehicles and the customers feel relaxed. It is also revealed that the
small stores will not have any problems from the foreign and MNCs as the opportunities are
huge in Indian market.

Dr M. A balagan (2007): explains the consumers are looking for the good convenience in
case of shopping; normally the households buy the monthly groceries at least from four shops
with the several visits during the month and few top-ups buying. As India is one of liberalize
country in Asia which started focusing on the retail sector even though numerous foreign
companies have their own interest in this market, the local/ retailers are also entering in to the
market to provide goods and services to the individuals and households. India stays at the last
in the modern retailing as frontiers, the actual confronts are wider and diverse market as well
as the alteration to the characteristics which reap huge recompenses for the extensive terms.
And it is believed that the consumer is considered as the winners in this retail rush by getting
the products and services at the lower prices as well as the good freebies are offered to them.

Harpreet Singh (2008) stated that Indian economy has the retailing sector with the essential
building wedge. Indian retail markets have experienced vast change in the post liberalization
era and monitored a remarkable expansion. There was the actual shift in terms of organized
retail formats; choice preference and value for money have distorted the retailing system in
India.

India’s enormous population is the middle-class families and most of these middle-class
families are still untapped completely, the retail industry is main appeal for the global

21
massive players of retail who want to enter the great Indian market. The organized retail in
India is driven by changing the lifestyle, strong earnings escalation and favourable
demographic model. Day by day India’s infrastructure holding the peak to match the
comfortable supply chains are required by larger stores. In addition to this the price cut down
can be attained throughout the supply chain by eradicate multiples layers of intermediaries
and re-structuring. Organized retail formats have numerous opportunities and challenges.
This retail system has a greater number of challenges in terms of government intervention,
competition, FDI, Deficient in Infrastructure, Tax restrictions and finally dominance by
unorganized retail format

Noor Firdous Jahan et. al (2009): briefs the exploring trends of retail formats related to
hypermarkets in Bangalore region. Bangalore have experienced the huge change and buyers
are more exposed to various retail formats from Kirana shops to convenience stores to
supermarkets and to hypermarkets. Majority of the retailers are opened their hypermarkets in
the city. It is observed that the shoppers are more interested in experiencing the hypermarkets
for shopping and to spend leisure time.

It is also experienced that the quality of the food and groceries are nicely maintained at the
hypermarkets but when it comes to the apparels and fashion the quality is not so goods to
appreciate.

N. Venkateshwara et. al (2009) focused on the hypermarkets as an emerging segment not

only in metropolitan cities or semi metropolitan cities but also in I Tier and II Tier cities.
Considering the small towns‟ retail has allowed women to have freedom from the shopkeeper
in Law‟ concept with new shopping walkways and acceptance is increasing among
households. Innovation is most essential in retail branding. This sector takes care of the
customers very rigorously based on emotional and respect to their cultural and individual
style aspects.

The modern retailers are looking forward for the two main things that will boost this industry
those are man power and more space for expansion. This sector is purely dependent on the
external factors like government interventions, real estate prices, in addition to this the

22
activities of retailers and the existing demand of the customers which makes a dramatic
impact on the retail industry.

As the retail market changes shape and increased competition the latent for civilizing the
retail productivity and unkind costs are also declining. Finally, strategies are not strictly
independent of each other; assessment purpose is not just a price superiority and service but
also is improved by personalization and contributing impressive experience

Dr Pinaki Ranjan Bhattacharyya (2010) briefs that the customers are interested to visit
Samaria for shopping which is a big and old retail outlet in West Bengal. This departmental
store is very much reliable and offers good quality of products at very moderate prices. This
research has shown few constraints regarding the retail outlet and it is also proved that to
research has shown few constraints regarding the retail outlet and it is also proved that to be
long term contender in the retail chain/ segment.

Raju Gundalow (2011) explains that the retail scenario and service is one of the significant
factors which ensures the customer loyalty to a respective brand. However, the quality of the
service is the main concern of all industry, as far as retail industry is concern there is a lack of
the effort that is to be ensured the deliverability to its customers. This also computes the
retailers offer the service and quality to the customers.

And also, the retailers lack in reassurance and consistency and need to improve the
management, operational and front-end services to gain the loyalty of the customers and the
trust should be formed. The retailers are ignoring the customers as well as their expectations
due to improper decisions viewed by the management and also the service deliverance and
the lack of communication are stated as the negative for the retailers. From this study it
revealed that the AUCHAN hypermarket provides less the customer service and no proper
assistance and reliance is not showing the same trend as AUCHAN hypermarket towards
customer service. Lack of qualified staff, no motivation to the staff, improper HR assistance,
lack of man power, are the factors responsible for the drawback of the retailers.

23
Anju Malik (2012): noticed that the combination of convenience of the store, quality of the
products, availability of new products and service quality are considered more by the Indian
consumers. It’s also evidenced that combining these factors helps in manning the customer
satisfaction.

Shadmi (2013): emphasized on the major factors that affect the consumers decisions despite
the fact that to select their choice of retail store and to study those variables affect the choice
of customers in choosing the retail stores. This paper revealed that the male customers prefer
the retail outlet which offers variety of the product assortment rather than decorations and
lightening the stores. The old age people like to shop from the street markets and local stores,
the younger generation is attracted towards the retail stores as they provide better quality
products not swayed by the freebies and discounts which are offered to them. The study
conducted bared that the consumers are aware of the functioning of the retail stores and also
the retailing has great word of mouth for the shoppers. These shoppers choose the apparel
retail outlet on the basis of product assortments.

Rohini Purohit (2014) stated that a firm intellect about the growth of the retail segment as
promising attraction for foreign individual. The enormous involvement of retail segment in
Indian market, government procedure, the escalating consciousness of the consumer, the
brand awareness and numerous factors have made Indian retail segment as emerging
desirability for the massive foreign retailers to invest. Several of these foreign investors are
hurrying to confine metro province some are fascinated in non-metro places but in both the
province significant retail development and regional expansion.

Rajesh K: Kaithal stated that the prearranged retailing system or the organized retail is
exposed in the countries there is a share of the private brands and the sales of these brands are
mounting. In India the prearranged retail or the organized retail is in the initial and embryonic
phase a huge number of the companies are incursion and to acquire the fine position of these
private tags in Indian market. This study is based on the private labels that are recognized in
the various countries. It is an effort of the retailers to offer the retailer’s brand from the point

24
view of the nation wherein prearranged store brand or private labels are at the burgeoning
stage. The study makes the endeavour to draw the string of the private label’s presence and
the prediction on retail to encourage the available categories that the private brands are
offering reasonable price and the producer brands. The anticipated outcome of this study is
that the status and the position of the private tags in the nation and the possibilities of being
successful in the market in future.

The results are more associated with the anticipation of the researcher. The no prominence
between the private tags that are accessible with the two retailers which adopted the same and
common environment, at the same time there is no more effort is needed to track the diverse
strategy for the private tags. Therefore, the marketers need to focus on their own brands in
future and augment to share their involvement in other general ventures.

Daija Dan Cristian: Revealed that the behavioural indicators like trust, pleasure, sympathy,
image or faithful with brand awareness are the key vectors that contributes to brand equity
and of course to the retailer’s brand. The retail companies or the services are to be
considered by the stated indicators, production is based on identification of the demand of the
product on focused market and to obtain the proper game plan of the strategies to help the
companies to reach to the desired position.

Arun Mozhi Ramaiya (2011): analysed the purchasing pattern behaviour of consumers and
their interest for the product quality in case of Ashirwad Atta from ITC. This research
revealed that the customers are interested in product for the stated reasons are quality, price.

Biljana C. Mohan et. al. (2012) stated that the brand equity and building the same is essential
for any products especially FMCG products where the consumers are purely dependent on
the product class of the brand in this type of situation especially in accordance with the
extreme competition and customer keen to know the brand by endorsing the product in the
market. Researchers accentuated all the elements of the brand equity like to see the brand
loyalty customers, customer ‟s perceived quality and knowledge of the brand of the brand
associations and the awareness of the brand

25
Chandan A. Khavari (2014) briefs the actual competitive business related to retail to have
loyal customers. In the market a greater number of outlets increasing each of them is trying to
attract good number customers. This study emphasized on the factors categorizes loyal and
disloyal customers of the outlets/ stores. The factors consider for this study are ambience,
proximity, merchandise, price, service, frequency of sales promotion, quality of sales staff.
This revealed to the perception of the two different groups except merchandise and quality
Customer loyalty concept can be understood based on the attitudinal and behavioural
dimensions (Grumbler & Brown 1996).

They said that the customers should have a positive attitude and the strong desire towards the
products/services offered by the particular store. Customer brand loyalty is often outweighing
the outlet/ store loyalty and this concept is derived from brand loyalty. This study explains
the supermarket, hypermarket; retail stores have both the loyal and unfaithful customers. The
stated factors are creating maximum difference between two main categories of disloyal
customers. The dimensions can be improved by selecting the store, and customer loyalty on
stores is more influenced. Moreover, the outlet/ stores with the customer loyalty practices
improve the performance as contrasted with their entrants.

M. Vijaya Baskar et. al (2014) aimed to offer comprehensive advance to branded processed
food that the customers think and their interest of the consumer purchasing behaviour. There
are broader objectives and the hypotheses were veteran to discover the deeds of the
consumers while buying the branded processed food. The major variables that are measured
namely brand equity, brand attributes, ethical anxiety, brand backing and the concerned
demography. The study found that the safety and the trust, belief is the vital driving forces the
consumers towards the brand.

Constantly, the additional parameters are powered to the consumers but the safety, trust and
belief are the factors that induce the consumer mentality. Consumer’s age is important
elements as the old age customers are aware of the facts of the particular products as they
indulged in the buying from many years. So the age of the consumers have the modest impact
on buying of the particular brand over others. The companies need to take care of the safety,
trust and belief if at all they need escalation in the sales point of view and also if at all they
want a consistent brand name in the market in the extensive run.

26
Dr. S.V. Pathak et. al (2009) explained the factors affecting the buyers to make their
decision related to the latest retail formats and the chain/ system and to comprehend the
actual strength of the considered factors in this study. The factors considered for the study are
live culture, Envy or demonstration effect, fear to lose an opportunity, price- value equation,
private label brands and greed. The study revealed that the retailers need to take of the buyers
and not only focused on the formats but the actual buyers’ dynamics to keep the business
moving smoother.

Retailers should have to form a system that will focus on the deliverance aspects and that
caters to the massive collection of the buyers. This study also revealed the up gradation of
Kirana shops/ provision stores with the same rate as the other retail outlets are accelerating
the phase. Shoppers are looking the good quality, customer service, life style and status. In
few cases the Kirana shoppers are more flexible to cater the products to the customers as they
know the pulse and interest of the customers more as compare to the new retail systems.

Amatol Baser (2007) identified that the organized retail is a profitable scheme for a
competitor who can carry out in the best performance from around the world, leveraging the
financial system of the extent and obtain the remuneration through retail process in India.
India has a huge middle-class society and educated workforce to handle various critical
functions like commodities, sales promotion, inventory management, procurement and
marketing. A number of drivers are assisting the intensification of the business reminiscent
improved levels of income and increasing acquiring buying power, entry of new foreign
entrants and transformation of real estate markets.

The manufacturers not directly accomplish all the retailers in a particular geographical
location. And it’s not possible to maintain the desire relationship with the retailers where the
managing these relations are complicated. The actual operation between the retailers and the
manufacturers are becoming quite powerful as they freeze the management and the channels
of communication. Finally, the monetary funds are very low in case of the Indian retailers so
the retailers are dependent more on the other members of the channel.

27
G. Laxmi Prabha (2007) focuses on the major objectives which comprehend the retail
customers in India, the emerging trends of retail and also it discusses the retail formats in
Indian context. This sector is highly fragmented as compare to the developed countries as this
is starting to become the biggest impact of this sector on Indian perspectives. This shows that
the huge potential for the organized retail industry which helps in prospers as the market is
very enormous. The traditional formats like grocers, Kirana shops and many more co-exist
with the huge retail outlets and also with MNCs and non-store retailing channels like
teleshopping and multiple levels of marketing channels.

The challenging aggressive Indian consumer is now showing the actual resulting for a stirring
retail conversion that has already started carrying in superior interest from international
brands/formats. And the advent of numerous competitors, they are annoying to pleasing the
customer and it’s for the Indian customer to assemble back and to benefit from the
generosity.

J. Joshua Selva Kumar (2013) stated with numerous players such as regional/ local players,
national players and international players annoying to tap the market, and retail is one of the
fastest moving sectors in India. The expansion of the prearranged retail chain or organized
retail chain has moved to the private labels in India. Private Labels also recommend retailers
to have the control on the supply chain, at the same time the possible fine negotiation with the
producer of the national brands and the companies, possibilities are there to tailor and the
innovative products in the market. This is how retailers offer a place for the loyalty towards
the stores by the customers and the augment footfalls. This research locates out to study the
features affecting the private labels in terms of the sales growth in India and also formative &
comparing customer “s attitude towards regional or local brands, national brands with the
particular diverse set of attributes.

Prof. Kalpana Singh (2014) explains the Indian retail industry is moving very quickly
towards the development. Indian retail industry and its dimensions are expected to grow more
than the twice to 1.3 trillion USD by 2020. In addition to this the prearranged or organized
retailer’s efforts in developing the retail in Indian aspects are growing significantly.
Contemporary the transformation of the policies and flexibility in the liberalization of the

28
retail sector division entertain many overseas retailers to Indian market. It is expected that the
FDI will boost the growth of prearranged retail/ organized retail.

Dr. M.N. Malleswaram (2007) briefs the urban consumers‟ interest to enhanced great
shopping experience with the conscious and sub conscious and also willing to pay the extra
price. In present situation the shopping occurs with impulse decisions. Normally the prices
are charged at the affordable costs to the customers. The major drawbacks of contemporary
malls and other massive self-service retail stores with lack of seating. The senior citizens face
lot of problem while shopping as seating facilities is not convincible. It is better to provide
the resting facilities should be available in every floor of the malls.

Shops should have sufficient parking space to park the vehicles and the customers feel
relaxed. It is also revealed that the small stores will not have any problems from the foreign
and MNCs as the opportunities are huge in Indian market.

Noor Firdous Jahan et. al (2009); briefs the exploring trends of retail formats related to
hypermarkets in Bangalore region. Bangalore have experienced the huge change and buyers
are more exposed to various retail formats from Kirana shops to convenience stores to
supermarkets and to hypermarkets. Majority of the retailers are opened their hypermarkets in
the city. It is observed that the shoppers are more interested in experiencing the hypermarkets
for shopping and to spend leisure time. It is also experienced that the quality of the food and
groceries are nicely maintained at the hypermarkets but when it comes to the apparels and
fashion the quality is not so good to appreciate.

CHAPTER III

RESEARCH METHODOLOGIES

29
This chapter focuses on the establishment of overall research design of this thesis which
comprises the methodology espoused for carrying out the research study and diverse phases
of this research. This study has been demeanour with key objective of Brand Equity on
Retailer’s Brand with special reference to Big Bazaar (Golden Harvest). Although, a finest
number of techniques/ methods are available for gathering primary information from
consumers, well-structured questionnaires have been intended and used as major survey
mechanism for data collection as the questionnaire addresses the Brand Awareness, Brand
Knowledge (Association), Perceived Quality, Brand Loyalty and influencing factors
responsible for buying retailer’s brand of dependability of information by lessening and
exterminating differences in the way the questions are asked, and how they are accessible.

Phases of Research

The comprehensive research process was conceded out in the subsequent four

phases:

Phase I: Comprehending the accessible Perspectives

Phase I of the study investigates the preview literature on recent status of organized retailing,
retailers’ brand and the brand equity which has been assessed using diverse parameters and
concurrently analysing the factors considered for the contribution towards the growth of
organized retailing, reason for the growth retailer’s brand in India and finally the brand equity
on the retailer’s brand. Joshua Selva Kumar et. al. (2013) stated with numerous players such
as regional/ local players, national players and international players annoying to tap the
market, and retail is one of the fastest moving sectors in India. The expansion of the
prearranged retail chain or organized retail chain has moved to the private labels in India.
Private Labels also recommend retailers to have the control on the supply chain, at the same
time the possible fine negotiation with the producer of the national brands and the companies,
possibilities are there to tailor and the innovative products in the market.

This is how retailers offer a place for the loyalty towards the stores by the customers and the
augment footfalls. This research locates out to study the features affecting the private labels
in terms of the sales growth in India and also formative & comparing customer’s attitude
towards regional or local brands, national brands with the particular diverse set of attributes.
In addition to converse the favourite outline with admiration to demographic profile of

30
respondents for both regional and local brands, national brands and private labels brands. The
findings in this study are useful information for the retailers in planning the strategies to
manufacture products, by producing the supplementary products than the national branded
that suitable for the market, and also assist the retailers in escalation of the effective private
label brands or store brands and able to recognize and their presence amongst customers.
Private labels are a moderately striking proposition because they generate a situation of win
and win for both the retailers and the customers. They propose Lower prices and superior
margins and at the same time, Quality is equivalent to that of national brands. Nevertheless,
retailers should be vigilant about not exaggeration this, especially in areas where public is
still new to the initiative of private brands and still split much stronger bonds with the age-old
marketed products. The retailers must keep in mentality that private labels are not just
concerning price. Today customer wants the product of fine quality at lower price. For
mounting a flourishing private label product, retailers have to track a „lower price- higher
quality‟ strategy. Customers are now ready to recognize the private label brands besides the
developed brands; customers are now quality and service propensity. Trehala Naga Sai
Kumar et. al (2013) found that the efficiently intensify the recital of the retailers and the
dimensions of the sales at the store and with its brands especially grocery and food section. It
facilitates the new customers that is the new shoppers, the fresh entrant FDI bill has approved
by the Indian government hopefully the massive players on the globe such as Wal-Mart,
Tesco and other players will take part in this retail business. This study scrutinizes the five
imperative variables and their respective association with intention of the buying by the
customers. It is accepted that the store brand stipulated straight with credit cards and the
optimistic associations on buying the brand of the stores as customers will buy the products
with no hesitation and the needs will be fulfilled by the stores. Sometimes the buyer will buy
no products due to the lack of financial support.

Thus, it is fine to hold the store brand credit cards to avail the purchase the brand or products
at the stores, and the meet the purchasing purpose and at the same time instant actions on the
purchase. The next important factor is the customers take more time in choosing the products
or the items especially under the offers of combo packs, within the allowable control on the
on the need and the requirement rather than the retailer’s anxiety to impress the customers by

31
his own interest add the products and the items which is comprise the combo packs of the
items or the products. The permitted confines include range of the price, varieties in the brand
of the store. The liberty to choose needs of the customers will splash out the fear of buying
the unwanted items or the products along with the combo pack which are offered to the
customers and loss of interest and money in the acquisition of the products and services at the
store. In fact, this approach is very much pleased to the customers to come back for the
shopping repetitively and to buy a greater number of items especially the store brands. The
revealed information is disclosed the diverse sub brands are the frequently purchased
products or items that have cohesion on the intentions of the purchase of the store brands.
This alleviates the customers/ buyers from perplexity, concern in bulky sub brands in
identifying the dissimilar value for money items and the quality. The knowledge of
recognizing the fine quality and the portion of the value to the store brands by the validation
facilitates the buyers in the easy way to conclude while making the purchase of the store
brands with the elevated degrees of assurance. It is obvious that the time to differentiate the
discrepancy of the price from the store brand and the national brands has changed based on
the purchasing interest of the customers. The common customer normally does not take time
in evaluating the national brand or the store brand at every time so it is the need of the retailer
to educate the customer or to demonstrate the advantages of the prices in percentages, return
back policies and so on, by using the discriminating concentration strategy. This contrast with
the disparity linked with the store brand and national brand that reduces the decision-making
time for the customers. This also facilitates humanizing the store brands sales in more
successfully. The final issue is based on the advantage of the price perception of the customer
that escalates if the price of the brand that is store brand is almost equal as national brand, the
store brands normally offer fine discount to the customers. This approach shows fine impact
on the buying intentions of the customers towards the store brands.

Along with this the customers are able to distinguish the store brands in diminishing quality
aspects if considering the national brands and reduce the time to calculate the unidentified
and disjoint of the national brand and store brand. Thus, the buyers will rely on the simple
and most effective perception and past experience practices. Insight literature review on
overall retail scenario; brand equity on retailer’s brand considering consumers‟ perspective

32
including the Brand Awareness, Brand Knowledge (Association), Perceived Quality, Brand
Loyalty and other proprietary Assets like trademarks, patents (Copyrights) has been
undertaken.

Phase II: Assessment of Brand Equity from Consumers’ Perspective

Phase II of this research occupies scheming of a well-structured questionnaire to assess

consumers‟ preferences towards emerging retail formats. The questionnaire for Brand Equity
on retailer’s brand emphasis on demographic profile of respondents, the Brand Awareness,
Brand Knowledge (Association), Perceived Quality, Brand Loyalty and other proprietary
Assets like trademarks, patents (Copyrights) and factors responsible for purchasing the
retailer’s brand i.e., Big Bazaar (Golden Harvest). According to Keller (2003), customers
have the power and power of a brand will be attached to the customers buying decision. In
accordant with this concept, a brand has a positive value if the consumer shows more interest
towards the product to the marketing mix of which he or she knows the name of the brand
than with the marketing mix of the particular brand or the product except unbranded product.
Therefore, with high customer-based brand equity level, a brand will all have acceptance of
customers for brand extensions, price increases, or greater willingness look for the brand in
different distribution channels. Meanwhile, Keller (1993) recognized two approaches that are
direct and indirect; these approaches are used to measure customer-based brand equity
(CBBE) from brand awareness and image of the brand. The indirect approach recognizes the
effective sources of the CBBE i.e., customer-based brand equity that is associated with the
channels of distribution, the achievement of brand extension and the effectiveness of
marketing communications by determining the awareness of the brand and the interactions
among the brand knowledge or the brand associations

On the other hand, the direct method emphases on response of the consumers to diverse set
of elements of the company’s marketing program (Keller, 2003). Several practical studies on
the dimensions of equity of the brand are inherited from Aaker’s (1991) and Keller’s (1993)
frameworks. Deepali Gala et. al. (2013) discusses the private label concepts which are not the
latest concept in the market and Indian market too. The origin of the private labels is from the

33
ancient times, products are sold privately by labelling the private tags with the national
brands. To bind the customers with the private labels, need to boost the productivity and also
improve the loyalty of the customers towards the private brands, and also the numerous
retailers are turned their store brands as the private brands. As the private brands attracts
more numbers of customers due to private brand can enhance the margin. Retailers have fine
profit margins on the products they offer and basis of the own brands are elevated as the
brand products in the market. This research talks about strategies of marketing which is
appreciated and accepted by the outlets to escalate the sales revenue from the private labelled
products. This study is work out on the belief of the customers where the assorted deflect the
customers from the private label products or the national brands by the retailers. Retailers
have to focus on the perception, attitude and behaviour of the customer, a store or Kirana
stores available. This study revealed that the local brand or private brand cannot be
considered as the national brand as the customer’s perception is totally diverse in this case.
This study also recognizes the causes that are involved in the private brands. Normally the
customers look the price of the product then they go for the buying of the product and at the
later stage’s quality and accessibility of the product is considered. These products enhanced
based on their quality and price aspects then the customers are easily attracting and convince
to buy the private brands’. Venugopal Rao et. al (2012) explored organized retailing of
grocery forms and the deliverance. Consumers look for the quality, expediency and the
diversity along with the price when buying the groceries. This study reveals that this business
is in the testing stage. Numerous organizations are scrutinizing the market as the
rehabilitation place while other fine number of Indian organizations of retail sector has
developed the models of retailing to survive in the market and also in the developed countries
and few of the companies are slightly changed the models that suits to the Indian market.
Consequences of the last decade are totally mixed and not clear and it’s difficult to
comprehend the facts where they are mixed.

It is extremely intricate to conclude that the customer’s benefits that drives the market. As
many suggestions are discussed in this study where managers of the retail chain and the
organization must plan for the allocations of the preference of the consumers in terms of the
taste, habits, likes, preferences and so on. At the same time the organizations have to take the
initiative in promoting the community and work simultaneously towards the superior set of

34
retailing system especially grocery segment. It is very much open statement that the
unorganized

retailers are located in separate recompense. In order to compete with these unorganized
retailers and confines the sharing the minds of the customers as well as the profit allocation of
the customers, prearranged or organized retailers is need to offer the diverse set of value
intention. And also retailers should innovate and with the new model to contrast and confine
in gaining the attention of the esteemed and potential customers. Prasanth M. K et. al. (2013)
focused on the private labels are well-liked among shoppers of contemporary trade channel.
The stock up brands is used to contend with the domestic. The domestic brands were
advanced to private brands at the preliminary stages. The circumstances have distorted over
era of time and the private labels are evenly capable to contend with domestic brands. The
retail chains or the channel promote the store brands as it yields more group productivity and
other related benefits. The study briefs that the private label utilization in Grocery and FMCG
are entirely different. The profession and spending are strongly related. In case of business
class people and professionals their expenditure more at the retail outlet contrasts to others.
The private label favourite in Grocery is additional to FMCG. It is due to the consumers are
more brand cognizant in FMCG than Grocery. In FMCG, more inclination for private labels
in Home Care than Processed Food. In general consumer utilization of married and unmarried
people is diverse with deference to private labels. In the organized retail sector, the purchaser
spends more time in acquiring Home Care and Processed Food. The spending depends on
number of factors like demographic, geographic and much more. This study is helpful for
organized retail players in Kerala to plan the shoppers. Based on this research and mapping,
formulating the unique strategies to attract more customers in the region where private label
is much weaker than the FMCG.

S. Sandhya (2011) observed that grocery shopping behaviour and establish the
consequence of consumer perception facets and demographics on attitude toward private
label brands amongst grocery consumers. The outcome of the multiple regression
analysis demonstrates that perception of private label brand has the foremost manipulate
on the attitude. Among the demographic distinctiveness age and gender of the

35
respondents did not persuade but family size, income and occupation negatively
prejudiced the attitude towards private label brands among grocery buyers”.
There are numerous allusions for the retailers who are enthusiastic to target consumers
with through private labels. This study finds that perception is an imperative implement
in increasing attitude toward private label brands among consumers. This involves that
retailers should connect in engender positive appraisal about their private label brands
and at the identical time contradicts any negative perception of their private label brands.
They could achieve this through in-store endorsement, store image structure and
advertising. Other aspects that were originates to be significant are consumers‟ education
level, gross members in the family and marital status. Retailers should, consequently,
focus on intention these divisions. The outcome revealed that occupation, income and
family size of the respondents had a meandering consequence on attitude toward private
label brands. This seems to curtail from the reality that better occupational level and
higher income stage of the consumer’s consequence in them not allowing for the private
tags or the brands that provide the value for the product and symbol of class.
Consequently, the retailers should connect in promotional tricks to endorse their private
label brands as long as value for money. Krishna Mohan Sharma (2011) stated private
label marketing is a contrivance retailers use to improve various of the profits latent in
the vertical structures they allocate with manufacturers of renowned brands. In spite of
increasing import costs and mounting regulations, consumers are still appearing for
lesser priced products to convenience their budgetary restraint. Private label today
requires the disgrace of the past, and fetch inferior prices consumers want and superior
margins retailers necessitate. As a business approach, private label proposes substantive
and persistent growth.

An excellent private label program can lay the base from which to administer an
assorted set of resource tricks today and into the prospect. From product intend through
discussions and procurement, resource development cross functions within the retailer’s
organization and broaden out to suppliers, factories, agents, and additional supply chain
associates. Private labels depict products contrived for sale beneath an explicit retailer’s
36
brand. These retailers are intended to compete against branded products customers
expect the products at the much lesser price in case of national brands. Private label
presents an occasion to price aware customers to acquire the product at realistic price and
gratify their needs. This paper discovers the consumer outlook related to product choice
and their preference among national brands and private label store brands. This paper
briefs a study of perception of the customer at the store brand and national brands.

Brand Awareness
Aaker (1991) defines brand awareness as “the ability of a potential buyer to recognize
or recall that a brand is a member of certain product category; a link between product
class and brand are involved”. Keller (1998) inserted the concept of brand awareness into
brand knowledge. He says the concept of brand awareness is with the two diverse set
of aspects such as Brand Recognition and Brand Recall Performance.
Pitta and Katsinas (1995) points out that awareness of the particular brand is the prior
information of any brand which will be in the memory of the human. For customers,
brand awareness consists of a not knowing high degree of awareness of the brand
(Aaker, 1991). Figure 3.2 describes the brand awareness pyramid.
Brogdon (2001) argued that a critical factor is the level of awareness when the entrants
offer a direct comparability and selection of other factors. In consumer buying decisions
brand awareness is one of the key aspects and when the customers think the product
with its brand possibilities are there where the customers buy the products and services
hoping that there will be escalation of the sales of the products and services and also
repetitive buying will take place.

Research Methodology:
Research design taken is Qualitative and Descriptive, for each specific objective drawn
and subsequent hypothesis the respective tabulations were made signifying the
Goodness of Fit (Chi-Square) test, and Analysis of Variance for checking the
significance relations between the objectives.

37
With a consistent discussion held with customers and store managers researcher was
avid to Crum the theoretical and practical aspects of research related to this research
for better understanding the big picture of it the research design and methodology was
likewise detailed for use.
As the term descriptive research is the type of research and the questions, design,
analysis of data that is utilized to the given topic. The descriptive statistics shows the
inferential data to determine the cause and effect. An overview the type of the queries
asked by the researcher determine the approach to comprehend the assessment and to
comprehensive an accurate assessment of the title. These studies concerned with
primary findings as applied to scrutinize the questions asked to investigate and
objectives and hypothesis suggested against it.

As usual the research engaged in this work is based in both the quantitative and
qualitative. It consists of the collections of tabulated with the numerical form as refers
the quantitative approach. It also categories of information like gender, qualification,
using it on group pertaining to the class.
Hence in this descriptive study, Two-way Analysis of Variance is used against the
background of objectives hypothesized by the researcher. We have utilized Descriptive
statistics as collection of the data and techniques for analysis that data is measured by
using central tendency (mean) and Variance (Standard Deviation).
The set of its characteristic’s summary and statistics of descriptive along with the
specific and more related questions, methods and viewpoint that differentiate the
descriptive research with others that makes unique study technique. The research has
three major key purposes such as describe, explanation and valid findings.

Description research introduced to create the exploration, whereas the explanation is to

manage the findings in order to match into the research and to validate is for the test
those explanations. As many research studies revealed that the description of manmade
phenomena or natural is as their structure, form, change over time and activity,
sometimes related to the other phenomena. The description commonly portrays the
information or knowledge which we may miss or not noticed or sometimes not

38
encountered. Most of the pivotal anthropological information and also scientific
discoveries on the events which are outside of our experiences are results as the
descriptions. Descriptive studies are useful for the normal marketing research.
These studies boosted the knowledge on the market conditions and the interest of the
customers and the imitations of the product by the marketers and the study of brand
and its equity and its valid outcome in association to describe the elements an
categories of the information and the data and usage of the statistics and analysis to
test some variations, role and the effect of the significant variables. As it moves further
beyond the studies of the research and conduct appropriate the statistical tools for them
respective questions.
This makes the researcher to recommendation and sometimes the utilization of
technology to support and to change the specified research.
These descriptive studies gain a rich data that fetch vital information and the
recommendation based on the collection of data; methods applied to the individual
questions sometimes with the realm of the research such as observations of the
customers, interviews with the staff and customers and also surveys which hare
significant in this research study.

Research Approach
For this research study, Quantitative research method is chosen due to the lack of
budget. Moreover, the purpose of this study, the quantitative technique is deemed as
the most suitable and competent approach. Mainly, descriptive study is considered to
collect the primary data. In quantitative approach many methods are offered, self-
administered survey technique is chosen as it is quite flexible and the accuracy levels of
the results are reflecting the inhabitants. The data collected will be handled by Sista 13
software.

Questionnaire Design
This research study questionnaire comprises of three main sections. The aim of first
section is to gather general information about customers. The second section was
intended to be the core area where the four determinants of the brand equity i.e.,
retailer’s brand awareness, retailer’s brand associations, customer’s perceived quality
and customer’s brand loyalty are reflected, to know the effect and the response from the

39
respondents related to retailer’s brand.
The final section is to collect the information of the factors which influence the
customers to buy the retailer’s brand resulting in accepting the level customers of
retailer’s brand. In the second section, respondents/ customers shared their degree of
concurrence towards some statements/ proclamations for each aspect of the brand
equity. Likert’s 5-point scale is utilized to evaluate all the mentioned variables.
And the Likert’s scale is more flexible to interpret for both the researchers and the
respondents. In facts, respondents have to present their evaluations on how fine
Retailer’s brand performs according to each attribute. The 5-point Likert scale comprised
of five levels of concurrence with 1 is “Strongly disagree”, 2 is “Disagree”, 3 is” Neutral
(Neither Agree nor Disagree) ‟, 4 is “Agree” and 5 is” Strongly agree”.

Data Sampling:
Target Population
This research study is based on the target population such as general inhabitants age
group from 18 years old and above with lower to high income or from lower to high
income family.
Apparently, they are frequent visitors of big bazaar and it’s quite obvious that they are
the buyer of Retailer’s brand and other related products.
The target population included mainly the individuals and households who frequently
buy the groceries to fulfil their personal needs, and also few local shopkeepers who buy
the products to satisfy their needs and also to sell their own products to the retailers

Sampling Method
In this section, the non-probability method was selected and the samples were pulled
out by the simple random sampling. Distinctively, convenient sampling method was
adopted to choose respondents, with refer to a procedure that went for the test that was
presented and easily accessed.

Sample Size

40
The questionnaire was framed to individuals and households buy the groceries from
stated hypermarkets and they are the consumers aged grouped from 18 years old and
above.
The sample size formula is used to figure out the right number of the respondents for
the study.

n = [Z2 (p s q) N] / [e2
r (Nu-1) + Z2
(p s q)]
Where, p s = sample proportion = 0.5, q = 1-0.5 = 0.5, e r = 5%, Z = 1.96, Nu = 3000
Substituting the above-mentioned values in the formula
n = 341
Therefore, the sample size is 341 respondents

Data Collection Method

Normally the collection of data is of two diverse level first is primary data and another is
secondary data

Primary data
Primary data were composed through the questionnaire and also from direct/personal
interviews. The primary data are gathered by considering 341 in-store customers who
are frequently visitors of Big Bazaar in Bangalore region.

Secondary data
Secondary data were drawn from internet sources about Retail system in India,
Retailers brand market, local and private tags, previous researches and statistics about
retail trends and lifestyle of Bangalores, research articles and journals related to the
study, the retailers branding, branding concepts, and also from groceries segment are

41
Sl.no CHARACTERISTICS SUB CATEGORIES RESPONDENTS

1. Age

2. Gender Male
Female
Total
3. Marital Status
4. Locality
5. Occupation
considered.

Method of Data Analysis

The scrutiny method started right after the information gathering procedure concluded.
The collected data was further analysed with the statistical method. In addition to this
system software version: 13 were used for contributing as well as analysing the data. In
this research study four main statistical tools used comprised of descriptive statistics,
reliability analysis, Analysis of variance.
For any research, the result would only be beneficial if the information or data collected
is reliable. Therefore, the testing of reliability is performed to review the credibility of
the composed data for overall brand equity and its four dimensions.

Descriptive Statistics
Descriptive statistics is used to depict the domestic features and give an impression of
the composed data. It is carried out to investigate the assessment of the respondents

42
 over all the variables and the degree of variance among the responses.

Data Validation and Reliability

The questionnaires developed have been pre-tested and validated through face validity
as it was sent to a carefully selected sample of experts and it also has a sufficient good
reliability score.

Analysis of Variance (ANOVA)

Analysis of variance (ANOVA) is used to study independent variables based on its
effect and cause. In the present study one-way and two- way ANOVA has been used.
F-test under ANOVA has been conducted to understand whether the different samples
have been drawn from the populations having the same mean.
F= between-column variance/ with-in column variance
Degrees of freedom for numerator = (Number of samples-1)
Degrees of freedom for denominator = (Total sample size - Number of samples)

When samples are not drawn from the populations having the same mean, between column
Variance tends to be large than with-in column variance and the value of F-statistics tends to
be large. This leads to the rejection of null hypothesis. The present study has used ANOVA
analysis to know the significant differences among Consumers‟ choice of product and store
attributes and consumers‟ buying behaviour of shopping and convenience goods from
different retail formats with respect to demographic profile of consumers (age, income,
education and occupation). Moreover, ANOVA has also been used to discern the significant
difference among marketing strategies of retailers and emerging retail formats.

Chi-Square Test

Normally the data can be gathered in the form of frequencies are more used under the Chi-
Square Test. Sometimes the data which is not used the required frequencies such as

43
percentages and the proportions can also be considered in this test provided converted into
proper frequencies. The main advantage of this test, the more applications is utilized when
the data is discrete in nature i.e. discrete series/ data. Whereas the test also useful for the
continuous series/ data provided it should be reduced to the categories and the tabulated in
such terms where the test can be applied effectively. This test will be conducted normally to
determine how nearly the observed variables fit the predicted hypothesis for the selected
population.

Chi–square test (χ2

) = ∑ (OF-EF) 2

EF

Degrees of freedom = (Ro-1) (Co-1)

Whereas, OF = Frequency Observed

EF = Frequency Expected

RF = Number of rows

CF = Number of columns

To find E:

(Total of Row Value × Total of Column Value)

Expected Frequency = ------------------------------------------------------------

Grand Total Value

CHAPTER IV

DATA ANALYSIS AND RESEARCH RESULTS

This section provides the entire explanation of the analysis of data collected. Firstly, this

44
chapter describes the sample demographic, frequency and descriptive analysis. Then, it

presents the reliability test applied for enhancing the internal consistency of the variables.

This chapter covers the statistical analysis on Brand Equity on Retailer’s Brand With Special
Reference to Branded Products Of Big Bazaar in Bangalore City. Analysis on Brand Equity
with its components namely Brand Awareness, Brand Association (Knowledge), Customer’s
Perceived Quality, Brand Loyalty and the factors responsible for purchasing the retailer’s
brand. Analysis based on Brand Equity perspective has been segregated in diverse sections:
section 4.1.1 includes demographic profile of respondents and suitable attributes are
considered in the profile namely Age, Gender, Marital Status, Qualification, Occupation,
Income, Type of family, Size of the family and locality.

Respondent’s Profile

Analysis: The above table reflects the basic characteristics of the consumer households
surveyed. Out of the 341 respondents surveyed, male was 56 per cent whereas 44 percent
were female. Age composition of the respondents indicates that the surveyed group has major
categories of consumers as 60 per cent of the samples were between the age group of 26 to 40
years. The respondents with 64 percent are married and 36 percent are unmarried under
marital status group. Sample households falling between the yearly income groups of 1 lac to
2 lac with a dominant share of 36 per cent, followed by income group of 2 lac to 3lac with 32
per cent share. Educational profile of the respondents shows that most of them have
postgraduate or professions/ techies‟ qualifications. Only 20 per cent of the respondents are
from the undergraduate level. Type of the respondent’s family is nuclear with the 52percent
followed by the joint family at 48percent. Size of the family is also been considered for the
study where mixture of the set of family members with 4 to 6 members are 49.5 percent
followed by the 1 to 3 members in a family with 48 percent in this study.

Findings and suggestions of the study

Findings

45
According to this study, the overall experience of the customers‟ positive i.e.,68% which a
good sign to the retailers, and interested to become the positive word of mouth for the
retailer’s brand. It is been clearly experimented that the customers are quite satisfied with the
retailer’s brand. Many renowned brands are available in the market but customers prefer the
retailer’s brand which they have already used. A new trend has set by the retailers when the
customers want to purchase the products, customer shows the keen interest and emotionally
attached to the brand. Most of the customers experienced the positive response from the sales
and service especially when it comes to the delivery of the goods on time or within allocated
time. It is been observed that the retailer have created the positive impact of their brand/trust
in the mind of the customers so they try no switching to the other brands which are widely
available in the market. It is stated by the most of the customers that the retailers give an
individual attention to the users and the facilities are provided especially at the waiting
lounge. Help desk/customer desk has created by the retailers to interact with the customers
related to the queries and extra discounted/ freebies offers and for the coupons/ gift passes.
Customers are also stated that how much they are indulged in the activities of the services
which are provided by the retailing system/retailers. The reasons to like the services are
because of the initiative taken by the retailer to solve the complaints and the problems which
are facing by the customers related to the purchased products. Customers believe that the
retailer listen to the complaints and understand the pulse in buying the product. It is been
observed that the customers are attracted to the retailers brand because of the care and to
accept the special requests and also the timing is convenient to the buying the products and
services. It‟s been observed that the customers are interested to know retailer’s brand
especially who are the manufacturer/ producer of the products. The customers are aware of
the products and the brand and also have the clear picture of the rightly associated brand with
the particular product.

Most of the customers are interested in purchasing the retailer’s brand only if they are
satisfied with the previous purchase and performance of the same. It is believed that the
physical appearance of the product is also the way to get attracts and customers think it is one
of the ways to make the awareness of the product in the market. It has been observed that the

46
customers differentiate the particular product and brand from the other. And customers are
clever enough to differentiate between branded products and retailer’s brand. Customers are
interested to know more about the retailer’s brand only if it is visual and physical available.
And customers are aware that most of the retailers endorse and offers their own, store brands.
The customers are attracted towards the retailer’s brand only the retailer promotes their
product with the good discount or the freebies. According to the survey, most of buyers
believe that the products provided by the retailers under the retailer’s brand is fresh products,
and they also believe that there is no old stock is available. This is the main reason to buy the
retailer’s brand.

The buyers prefer the proximity/ close to premises (most near place) to buy the retailer’s
brand and retailer provide free home delivery of the products. Buyers also verify that if they
want to purchase any sort of products that should be available under one roof, buyers
reminiscent of one stop shopping. Buyers are keen interested in buying the good quality
products are they believe that the retailer’s brand provide the good quality products. They
also confirmed that the buying retailers’ brand is pure and hygienic and they can check the
products in their desired manner and attracted by the design of the products. Most of the
buyers are fully satisfied with the retailer’s brand so they attached to the brand and show the
loyalty towards the retailer’s brand. The buyer of the retailer’s brand feels that using these
brands creates add on value to the status and reflects the high standard of living/ high status.
The buyer are interested in the freebies and discounts which is offered from the retailers and
buyers affectionate with the ambience of the hypermarkets as they feel relax and shop more.
It is also been observed that the buyers believe in cashless purchase as they are interested in
using their Debit/ Credit/ Smart cards for shopping. And they prefer to shop in those retail
outlets where the multiple modes of payment are available.

Few buyers experienced that the buying retailer’s brand is from the influences of the
advertisements, normally advertisements of retailers are reflected in the newspapers and more
information on the products, few times the comparative prices are discussed which attracts
the buyer effortlessly It is been observed that most of the customers are satisfied with the
quality of the retailer’s brand. They feel that as comparing with the other renowned brands

47
the quality of the retailers‟ brand is quite convincing. The customers‟ wants to purchase the
retailer’s brand as in the products very less defects are found and they treat it as good
products. The customers view on the quality based on the ingredients, the products are
consisting of good and pure ingredients. Due to this the customers feels good about the
retailer’s brand. It is also been noticed that the quantity offered by the retailers‟ are
appreciable, few times customers are interested in attribute of the product and they believe
that it is good and convincible. Customers are pleased by the retailer’s brand and also getting
excellent services from the retailers for the products they purchase. They also believe that the
prices offered by the retailers are comparative less with the other branded products.
According to the survey, most of buyers believe that the products provided by the retailers
under the retailer’s brand is fresh products, and they also believe that there is no old stock is
available. This is the main reason to buy the retailer’s brand. Secondly, the buyers prefer the
proximity/ close to premises (most near place) to buy the retailer’s brand and retailer provide
free home delivery of the products. Buyers also verify that if they want to purchase any sort
of products that should be available under one roof, buyers reminiscent of one stop shopping.
Buyers are keen provide the good quality products. They also confirmed that the buying
retailers brand is pure and hygienic and they

can check the products in their desired manner and attracted by the design of the

products. Most of the buyers are fully satisfied with the retailer‟s brand so they

attached to the brand and show the loyalty towards the retailer‟s brand.

The buyer of the retailer‟s brand feels that using these brands creates add on value

to the status and reflects the high standard of living/ high status. The buyer are

interested in the freebies and discounts which is offered from the retailers and

buyers affectionate with the ambience of the hypermarkets as they feel relax and

shop more.

It is also been observed that the buyers believe in cashless purchase as they are

interested in using their Debit/ Credit/ Smart cards for shopping. And they prefer to

shop in those retail outlets where the multiple modes of payment are available.

Few buyer experienced that the buying retailer‟s brand is from the influences of the

48
advertisements, normally advertisements of retailers are reflected in the newspapers

and more information on the products, few times the comparative prices are

discussed which attracts the buyer effortlessly

Suggestions

1) More number of outlets near the residential areas

As the Big Bazaar outlets are less in number at the residential areas so Big Bazaar

has introduced KB”s fair price shop near to these areas. Even though KB‟s fair price

shop exist in the market are not sufficient to offer the required items to the respective

buyers.

It is observed that the customers are interested in shopping at the Big Bazaar, and

need more number of outlets at their residential areas.

2) Cleanliness need to be maintained

It is found that there is no proper cleanliness is maintained especially at the food

courts and the bakery centre at the Big Bazaar. The Big Bazaar need to initiate the

cleanliness in these aspects and at the same time proper disposing or dust bin need

to be cleaned so that customers can buy the food and consume at the same time

without any compromise on the hygiene.

3) Proper product layout

It is found that the arrangements of the products are not so convenience to the

customers as they need to struggle to know where the products are placed. The

layout of the products is properly arranged in the rack so that there will be no

confusion in choosing the products. As customers are looking for the small quantity

products for their daily usage are hardly coincide with the existing arrangements.

4) Availability of Non Vegetarian

49
Most of the customers like the vegetarian food at the same time the customers

expect the non vegetarian items like Mutton, Chicken and fresh Fishes. As the

customers are interested in non vegetarian food so there is a fine scope and expect

good sales in this category.

5) Availability of Breweries and Spirits

As the customers are interested in the non vegetarian food items, they also expect

the breweries and spirits chamber so that customers should buy the products at only

one store.

6) Proper home delivery

It is found that the home delivery is not so good as they promise it is required for the

management of the store to take care of the delivery of the goods at the exact and

definite time.

7) Queuing system is to be improved

It is found that the queuing at the counters is not so convenient for the customer

especially at the seasonal days. Even though the good numbers of counters are

available the customers shown not so convenience with the queuing counters.

8) Validation of the offered products at the reasonable price

The products are offered by the Big Bazaar store especially the discounted products

are very near to the expiry date or few times the expired products are also available.

It is required for the retailers to offer the products but not on these terms.

9) Office at the stores

It is found that the customers are interested to interact with the concerned person of

the store but the customers are not aware of the concern person and at the same time there is
no particular office of the person so that they can go and talk to the

50
concerned person at a stretch.

10) Dairy products are to be cross verified

It is found that the dairy products are not fresh as the products are very near to the

expiry dates and the damaged products are also kept on the rack for the customers.

11)No proper response from the employees

The employees/ working staff are not so much aware of the products that are

offering to the customers and also the responses towards the customers need to be

improved.

Conclusion

Retailers are enjoying nice profit and providing the good services to the customers.

The customers are interested to buy the retailer’s brand repetitively because of them

previous purchase satisfaction. The trend has changed as there was a time were

buyers hesitate to purchase the retailer’s brand but now the things got changed

customers are liking the local and retailer’s brand due to the various offering, on

time delivery of the goods, prompt fast services. If this scenario continues in the

market then we can expect these retailers will be one of the strongest entrants to

the renowned brands.

As customers are interested in purchasing the branded products and thereby

branded products are enjoying the profit in the market. The good profit margin is

anticipated in the groceries segment; even local retailers are also seeking good

profit in the market. Retailers are launching with their own brands to tap the

untapped market which results more profit to the retailers. The most important task

is that to make the product awareness under the retailer’s brand. Retailers are keeping on
following the Aided awareness, type of awareness which is engendered

51
in the mind of the customers/ consumers.

When the customers have been asked for the particular product, first brand name

appears in the mind and then they visualize the product this is the main factor which

was observed in the study. By this we can conclude that the Brand awareness of

the retailer’s brand is positive and retailers will be the new entrants to the existing

major players in the sector. Brand makes a positive impact on the buying of the goods and
services. It is the

intricate task to purchase the products especially in the groceries segment, local

people prefer local brand, due to the globalization these local brands got converted

into the retailer’s brand to which the buyers also switched from local to retailer’s

brand. As the retailers identified that there is tremendous opportunities in the

groceries segment these retailers created their own brand to extract more profit.

The important factors which facilitate the buyer to purchase the retailer’s brand

primarily the buyers feel that the products are fresh/ no old stocks are available,

proximity, good quality, design and shape of the product should be convincing, pure

and hygiene, product verification based on their capability, wish to get all type of

products under one roof (one stop shopping), pleasant ambience to shop

(Sometimes good parking facilities), discount, coupons and freebies attract more

number of buyers to the retail outlets, transactions can be more flexible by the help

of multiple modes of payments, and most of interested in the advertisements.

Mobilizing these stated factors retailer would get more walk-ins and can expect the

nice selling of the retailer’s brand.

Quality is one of the most important factors, customer consider for buying the

products. Quality varies from product to product and also sometimes with the

potential market. Quality makes more impact on the buying decision of the

52
products. Especially when it comes with the retailer’s brand customers have the

positive impact towards quality of the products.

They are more joyful customers who believe that the retailer’s brand quality of the

products is good and appreciated. The performances of the retailer’s products are

fine. The retailers offer the products and the services are quite cheaper and widely

available at the affordable price.

Brand makes a positive impact on the buying of the goods and services. It is the

intricate task to purchase the products especially in the groceries segment, local

people prefer local brand, due to the globalization these local brands got converted

into the retailer’s brand to which the buyers also switched from local to retailer’s

brand. As the retailers identified that there is tremendous opportunities in the

groceries segment these retailers created their own brand to extract more profit.

The important factors which facilitate the buyer to purchase the retailer’s brand

primarily the buyers feel that the products are fresh/ no old stocks are available,

proximity, good quality, design and shape of the product should be convincing, pure

and hygiene, product verification based on their capability, wish to get all type of

products under one roof (one stop shopping), pleasant ambience to shop

(Sometimes good parking facilities), discount, coupons and freebies attract more

number of buyers to the retail outlets, transactions can be more flexible by the help

of multiple modes of payments, and most of interested in the advertisements.

Mobilizing these stated factors retailer would get more walk-ins and can expect the

nice selling of the retailer’s brand.

53