consumer behaviour complete project report

A STUDY ON

“CONSUMER BEHAVIOUR” Towards BIG BAZAAR (MAHESWARI MALL) KACHIGUDA, HYDERABAD.

A PROJECT REPORT Submitted in partial fulfillment of the requirement for the

Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION Project Submitted

To

JAVAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY ANANTAPUR

Submitted by K. SIDDAIAH

Reg. No: 09F11E0036

Under the guidance of Mr. M. MURALI KRISHNA REDDY, MBA.

Associate professor

DEPARTMENT OF MANAGEMENT STUDIES

NARAYANA ENGINEERING COLLEGE, GUDUR. AFFLIATED TO JNTU, ANANTAPUR

2009 – 2011

Project Completion Certificate

This is to certify that Mr.k.siddaiah (HT.No:09F11E0036) who has been

assigned a project on ”consumer Behaviour towards Bb-Maheswari Mall” from Narayana Engineering College, Gudur, has successfully completed the above said project on

14.06.2011.

During the course of his project from 14.05.2011 to 18.06.2011his

observation on various assignments on Consumer Behaviour at out Big Bazaar – Family Center – Maheshwari Mall – Kachiguda are highly recognized and his performance was satisfactory and taken into consideration for the development of our staff.

Maheedhar R.

Assistant Manager – HR

Future Value Retail Limited

1. Regd. Off : Knowledge House, Shyam Nagar, Off Jogeshwari-Vikhroli Link Road, Jogeshware (East), Mumbai – 400 060.

T : +91 22 30841300 F : +91 22 66442201 www.futuregroup.in

2. Zonal office : 1st Floor Pasadena, 18/1, 10th Main , Ashoka Pillar Road, Jayanagar 1st Block, Bangalore – 560 011.India T : +91 80 433040000 F : +91 80 26577530 www.pantaloon.com

3. Store Address : Maheswari Parameshwari Towers, Plot No. :4-2-27, Kachiguda X Roads , Hyderabad – 27

DECLARATION

I K.SIDDAIAH hereby declare that the project titled

“ CONSUMER BEHAVIOR towards BIGBAZAAR-MAHESWARI

MALL(Kachiguda ), Hyderabad submitted by me as part of partial fulfillment

for the award of the Masters of Business Administration (MARKETING), at

NARAYANA ENGINEERING COLLEGE, GUDUR, NELLORE (Dt),

JNTU Anantapur is a record of bonafide work done by me.

I also declare that this report has to my knowledge is my own and is

neither submitted to any other university nor published any time before.

Date:

Place: GUDUR

(K.SIDDAIAH)

CERTIFICATION

This is to certify that the Project Report title A STUDY ON

CONSUMER BEHAVIOR towards BIG BAZAAR submitted in partial

fulfillment for the award of MBA Programme of Department of management

studies JNTU- Anantapur, was carried out by K. SIDDAIAH under my

guidance. This has not been submitted to any other University or Institution for

the award of any degree/diploma/certificate.

Name and address of the Guide Signature of the Guide

M. MURALI KRISHNA REDDY

ASSOC. PROFESSOR

DEPT OF MANAGEMENT STUDIES

NARAYANA ENGINEERING

COLLEGE GUDUR.524101.

ACKNOWLEDGEMENT

I express my sincere thanks to Dr. M. RAMESH KUMAR garu, Principal, NARAYANA ENGINEERING COLLEGE, Gudur, Nellore Dist. for helping me in many ways throughout the period of my project with his timely suggestions

I sincerely owe my respect and gratitude to Dr.p.CHENCHU REDDY garu, HOD, NARAYANA ENGINEERING COLLEGE, for his continuous and patient encouragement during all times of my project and helped me in completing this study successfully.

I express my sincere and heart full thanks to my internal guide Mr. M. MURALI KRISHNA REDDY garu, Associate professor, Naryana engineering college for his encouragement and valuable support in bringing the present shape of my work.

I express my Special thanks to my organization guide Mr. ASHOK KUMAR Marketing Manager & also Mr. MAHEDHAR.R (HR Manager) of PANTALOONS RETAIL INDIA LTD, BIG BAZAR, (MAHESWARI MALL) KACHIGUDA, Hyderabad, who extended their kind support to completing my project.

I thank every employee of Big Bazaar for his/her help and guidance in completing my project. I also greatly thank all the customers (The GODS of my Project) without whose feedback this project would stand nothing.

I am deeply indebted to my parents and family members for their warm love and support throughout my life. In addition I am grateful to all those who helped directly or indirectly for completing this project work successfully.

K.SIDDAIAH

ABSTRACT

Research in common man’s language refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic, in fact research is an art of scientific investigation.

Research is done to gain familiarity with a phenomenon event / product / service or to determine the frequency with which something occurs, with which is associated with something else or to test a hypothesis of casual relationship between variables.

In short customer perception research is the objective and formal process of systematically obtaining, analyzing and interpreting the data for actionable decision making in customer perception towards an organization (Big Bazaar, in my study).

The basic objective of this study is to analyze the customer perception towards Big Bazaar in Hyderabad, Andhra Pradesh. Research was carried out for Hyderabad customers who were main targets for this study. Customers were asked about their perception towards Big Bazaar

TABLE OF CONTENTS

CHAPTERS TOPIC PAGE NO

CHAPTER 1

INTRODUCTION

NEED & IMPORTANCE

OBJECTIVES

RESEARCH METHODOLOGY

SCOPE AND PERIOD OF

STUDY

LIMITATIONS

8 - 21

CHAPTER 2 REVIEWOF LITERATURE 23 – 31

CHAPTER 3 INDUSTRY PROFILE

COMPANY PROFILE

33 – 47

CHAPTER 4 DATA ANALYSIS & INTERPRETATION

49 – 76

CHAPTER 5 FINDINGS

SUGGESTIONS

78 - 80

CHAPTER 6 BIBILIOGRAPHY

QUESTIONNAIRE

82 – 86

INTRODUCTION

NEED&IMPORTENCE

OBJECTIVES


SCOPE OF THE STUDY

LIMITATIONS

INTRODUCTION:

Marketing is the moving and exciting activity in everybody activities. The sellers,

distributors, advertising agencies, consultants, transporters, financers, store agencies and every

one as a counter are part of the marketing system. Any exchange process be it consumer,

goods, intermediary goods, services of ideas, comes under the preview of marketing. It is very

often regarded that the development of markets and marketing is synonymous with the

economic development of account. Through marketing is an action discipline. In the ever-

growing corporate world, marketing is being regarded as a crucial element for the success of

an Enterprise.

The marketing discipline is undergoing fresh re aparisal in the light of the vast global,

technological, economic and social challenges facing today’s companies and countries.

Marketing at its best is about value creation and raising the world’s living standards. Today’s

winning companies are those who succeed most in satisfying, indeed delighting their target

customers.

As quoted by P.P.Drucker “Marketing is so basic that it cannot be considered a separate

function. It is whole business seen from the point of view of its final result, that is, from the

customer’s point of view. Business success is not determined by the producer but by the

customer”.

Philip Kotler has therefore defined marketing as “it is a social and managerial process

by which individuals and groups obtain what they need and want through creating, offering

and exchanging products of values with others”. Many Indian companies espouse a satisfied

customer philosophy and describe marketing as customer-satisfaction engineering. Since the

economy in this country has changed from a primary condition of scarcity to gradual and

steady stage of affluence, largely giving consumers the opportunity to choose among many

varied alternatives, satisfaction has become a major concern of business.

INTRODUTION TO CONSUMER BEHAVIOR:

One thing that we have in common is that we all are consumers. In fact

everybody in this world is a consumer. Every day of our life we are buying and

consuming an incredible variety of goods and services. However, we all have

different tastes, likes, dislikes, and adopt different behavior patterns while

making purchase decisions.

The term consumer behavior refers to the behavior that consumers display

in searching for purchasing using evaluation and disposing in searching for

purchasing using evaluating and disposing of products and services that they

exact will satisfy o how individuals make decisions to send their available

resources (time, money and effort) on consumption related items. It includes the

study of “What they buy”, ”Why they buy”, “When they buy it”, “Where they

buy it”, “how often they buy it” and “how often they use.

DEFINITIONS:

Consumer Behavior (or Buyer Behavior) is broadly defined by various

scholars & researchers as:

1. It’s the behavior displayed by the consumers during the acquisition,

consumption and disposition of products, services, time and ideas by

decision making units.

2. It is the body of knowledge which studies various aspects of purchase and

consumption of products and services by individuals with various social

and psychological variables at play.

3. The behavior that the consumers display in searching for, purchasing,

using, evaluating and disposing of products and services that they expect

will satisfy their needs.

4. The process and activities people engage in when searching for, selecting,

purchasing, using, evaluating, and disposing of products and services so

as to satisfy their needs and desires.

5. The activities directly involved in obtaining, consuming, and disposing of

products and services, including the decision processes that precede and

follow these actions.

6. The American Marketing Association (AMA) defines consumer behavior

as “The dynamic interaction of cognition, behavior & environmental

events by which human beings conduct the exchange aspect of their lives.

Consumer behavior is helpful in understanding the purchase Behavior and

preferences of different consumers. As consumers, we differ in terms of sex

age, education, occupation, income, Family setup, religion, nationality and

social status. Because of this different background factors, have different needs

and we have only buy those products and services, which we think, will satisfy

our needs.

A MODEL OF CONSUMER BEHAVIOUR:

A consumer decisions to purchase a particular product of service is the

result of complex interplay of a number of variables. The starting point of the

decision process is provided by the companies marketing stimuli in the shape of

product, promotion, price and distribution strategy. Consumer often purchase

new products that are associated with a favorable viewed brand name.

The term consumer behavior refers to the behavior that consumer display

in searching for purchasing, using, evaluating and disposing of products and

services that they expect will satisfy these needs. The study of consumer

behavior in the study of how individuals make decisions to spend their available

resources (time, money, effort) on consumption related items. It includes the

study of “what they buy”, “why they buy”, “when they buy”, “where they buy”,

“how often they buy” and “how they use”.

MODEL OF CONSUMER BEHAVIOUR

DETAILED MODEL

OF

FACTORS

INFLUENCING

CONSUMER

BEHAVIOR

Cultural Factors

Culture

Social Factors

Reference Personal

Consumer

Characteristic

s

Consumer

Decision

Process

Cultural

Social

Personal

Psychological

Problem

recognition

Information

Search

Evaluation

Decision

post

Purchase

Behavior.

Marketin

g

stimuli

Other stimuli

Product

Price

Place

Promotio

n

Economic

Technological

Political

cultural

Consumer

Decisions

Product

Choice

Brand

Choice

Dealer

choice

Purchasing

Timing

Purchasing

Amount

Sub Culture

Social Class

groups

Family

Roles & Status

Factors

Age and Life Cycle Occupation Economic Circumstances Lifestyle Personality and Self Concept

Psychological

Factors

Motivation

Perception

Learning

Beliefs and

Attitudes

Buyers

CULTURAL FACTORS:

Culture: Culture is the most fundamental determinant of a persons wants and

behavior like set of values, perceptions, preferences and behaviors through his or

her family member.

Subculture: social classes are relatively homogeneous and enduring divisions

in a society which are hierarchically ordered and whose members shares similar

Values, interest and behavior and social classes includes upper class, middle

class and lower class.

SOCIAL FACTORS:

References Groups: A persons reference groups consist of all the groups that

have a direct (face to face) are indirect influence on the persons altitude or

behavior. This group to which the person, belongs and interacts.

Personal Factors: A consumer decision also influenced by personal

characteristics notably the buyers age & life cycle stage, occupation, economic

circumstances, life style and personality and self concept.

PSYCHOLOGICAL FACTORS:

Motivation: A person has many needs at any given time. Some needs are

biogenic. They arise from psychological states of tension such as hunger, tryst

and discomfort.

Perception: Perception is defined ass “the process by which an individual

selects, organizes, intercepts, information, inputs to create a meaningful picture

of the world.

NEED FOR THE STUDY:

Consumer behavior plays a major role for the growth of the company in

the modern market scenario. The basic idea of this study is to find the consumer

behavior towards Big Bazaar. The needs have to be recognized and necessary

steps have to be taken to make the changes.

India is growing rapidly and changes are dynamic. People are changing,

the preference and the demand is changing. The market also has to change

accordingly.

The purpose of consumer behavior is not only for retaining the customers

but also attracting new customers and increasing the sales also creating and

maintenance of brand awareness.

In this competitive market the level of consumer satisfaction decides the

success of any product and any company. The night consumers have to be

targeted and the right strategy should be implemented at the right time. This will

give the desired results.

OBJECTIVES OF THE STUDY:

The main objective is to determine the current consumer behavior levels of

the customers with regards to Big Bazaar.

To study and analyze consumer shopping behavior towards Big Bazaar.

To assess the behavior level of different type of customers shopping at

Big Bazaar.

To identify what type of strategies are suitable for the company to reach

the targeted customers.

To find out the factors which influence the consumption of the products in

Big Bazaar.

To identify effective a advertising sources which are influencing customer

purchasing behavior at Big Bazaar.

To find out how the consumers spent their incomes, time on the

purchasing of the products.


The survey technique is intended to secure one or more items of

information from a sample of respondents who are representatives of a larger

group. The information is recorded on a form known as questionnaire. As data

are gathered by asking questions from persons who are believed to have desired

information, the method is known as questionnaire technique.

REASONS FOR WIDE USE OF THIS METHOD:

It can secure both quantitative and qualitative information directly from

the respondents.

It is the only method of directly measuring attitudes and motivations.

It is quite flexible in terms of the types of data to be saaembled, the

method of collection or the timing of research.

Meaning of Research

According to D. Slessinger and M. Stephenson in the Encyclopedia of

social sciences define research as “the manipulation of things, concepts or

symbols for the purpose of generalizing to extend, correct or verify knowledge,

whether that knowledge aids in construction of theory or in the practice of an

art”.

TYPES OF RESEARCH

1. Exploratory Research,

2. Descriptive Research.

Exploratory Research:

Exploratory research studies are also termed as formulate research studies.

The main purpose of such studies in that of formulating a problem for more

precise investigation or of developing the working hypothesis forms an

operational point of view.

Descriptive Research:

Diagnostic Research studies determine the frequency with something

occurs or its association with something else.

In this project, information pertaining to customer needs satisfaction and

their demographic profile was collected; hence it is a descriptive research.

1) Primary data:

Meaning: Primary sources of data are the data which

needs the personal efforts of collect it and which are not readily available.

Primary source of data are the other type of source through which the data was

collected.

Following are few ways in the data was collected:

1. Questionnaires: It is the set of questions on a sheet of paper was being

given to the of fill it, bases on which the data was interpreted.

2. Direct interviewing: Direct interviewing involved the process where I asked

the questions directly to the customers and I got the feedback.

2) Secondary data:

Secondary sources are the other important sources through which the data

was collected.

These are the readily available sources of the data where one had need

not put much effort to collected, because it is already been collected and part in

an elderly manner by some researcher, experts and special.

The secondary sources helpful for the study were

1) Text books like marketing management research methodology

Advertisement and sales promotion etc.

2) Internet was made use for the collection of the data.

3) News papers were also referred.

4) Business magazines were referred.

3) Sample size:

By using judgment random sampling technique 100 respondents are

selected for the purpose of the study.

4) Period of study:

The study is undertaken in the duration of 34 days.

5) Research approach:

The survey method was adopted for collected the primary data.

Survey research is systematic gathering of data from respondent through

questionnaire.

6) Research instrument:

The data for this research study was collected by survey technic using

interview method guided by questionnaire.

7) Collection of Data:

Questionnaire and personal interviews are the methods that I have

used for collecting the data.

SCOPE OF THE STUDY

Big Bazaar as six branches in Hyderabad. My scope is limitation to one

Branch (KACHIGUDA). The scope of the study is to identify the consumer

behavior towards Big Bazaar. It is aimed at enlightening the company about

different steps to be taken up to increase the share of Big Bazaar with regard

other competitors and also to make the company to provide better customer

services.

The scope of the study is only confined to the area covered under

Hyderabad and only confined in studying about the consumer behavior towads

Big Bazaar.

LIMITATIONS:

Time has been a major constraint throughout the study as it has been only

for duration of 2 months.

As this survey was restricted to Hyderabad this cannot be stated as an in

depth research on this subject.

Enough care is taken in formulating the questionnaire, still some errors

may creep in.

The consumer behavior varies according to different products.

Quality verses price was not taken into the consideration.

The project is based on the interview methodology by a stured

questionnaire and the jpersonal skills of the person undertaking the project

affect the results.

REVIEW OF LITERATURE

REVIEW OF LITARATURE/CONSUMER BEHAVIOUR:

What is consumer behavior?

Activities people involved in when selecting, purchasing, and using

products so as to satisfy needs and desires. Consumer behavior involves the

psychological process that consumers go through in recognizing needs, finding

ways to solve these needs, making purchase decision (e.g., whether or not to

purchase a product and, if so, which brand and where), interpret information,

make plans, and implement these plans (e.g., by engaging in comparison

shopping or actually purchasing a products).

SOURCES OF INFLUENNCE OF THE CONSUMER:

The consumer faces numerous of influence. Often, we take cultural

influences for granted, but they are significant. An American will usually not

bargain with a storeowner. This, however, is common practice in much of the

world. Physical factors also influence our behavior. We are more likely to buy a

soft drink when we are thirsty. For example, and food manufacturers have found

that it is more effective to advertise their products on radio in the late afternoon

when people are getting hungry. A person’s self image will also tend to

influence. what he/she will buy. An upwardly mobile manager may buy a flashy

car to project an image of success. Social factors also influence what the

consumers buy-often, consumers seek to imitate others whom they Admire, and

may buy the same brands, the social environment can include both the

mainstream culture (e.g., Americans are more likely to have corn flakes/ham and

eggs for brake past than to have rice, which is preferred in many Asian

countries) and a sub culture (e.g., rap music often Appeals to a segment within

the population that seeks to distinguish itself from the main stream population).

Thus sneaker manufacturers are eager to have there products worn by admired

athletes. Finally, consumer behavior is influences by learning – you try a

hamburger and learn that it satisfies your hunger and tastes good, and the next

time you are hungry, you may consider another hamburger.

DECISION-MAKING INVOLVE SEVERAL STEPS

3. Evaluation of alternatives4.Purchase decision

5.Purchase evaluation2. Information search

1.Need recognition

Problem recognition – you realize that something is not as it should be. Perhaps,

for example, your car is getting more difficult to start and is not accelerating

well. Information search- what are some alternative ways of solving the

problem? You might buy a new car, buy a used car, take your car in for repair,

ride the bus, ride a taxi, or ride a skateboard to work.

A customer can obtain information from several sources:

Personal sources: family, friends, neighbors etc.

Commercial sources: advertising, sales forces retailers, dealers,

Packaging, point-of sale displays.

Public sources: news papers, radio, television, consumer organizations,

special magazines.

Experimental sources: handling, examining, using the product

Internal and external search for information to make a decision

Internal search: Scan memory.

External search: shopping, personal sources, public media,

Advertisements

Evaluation of alternatives: A skateboard is inexpensive, but may be ill-suited for

long distances and for rainy days.

Purchase stage, and sometimes a post-purchase stage (e.g., you return a

product to the store because you did not find it satisfactory), in reality, people

may go back and fourth between the stages. For example, a person may resume

alternative identification during while evaluating already known alternatives.

The decision maker(s) have the power to determine issues such as:

Whether to buy?

Which product to buy?

Which brand to buy?

Where to buy it? And

When to buy?

Note, however, that the role of the decision maker is separate from that of

the purchaser. From the point of view of the marketer, this introduces some

problems since the purchaser. can be targeted by point-of-purchase (POP)

marketing a effort that cannot be aimed at the decision maker. Also note that the

distinction between the, purchaser and decision maker be somewhat blurred the

decision maker may have to make a substitution if the desired brand is not in

stock, the purchaser may disregard institutions (by error or deliberately).

BUYER BEHAVIOUR – CULTURAL FACTORS

Cultural factors have a significant impact on customer behavior. Cultural

is the most basic cause of a person’s wants and behavior. Growing up, children

learn basic values, perception and wants from the family and other important

group. Marketing are always trying to spot “cultural shift’” which might point to

new products that might be wanted by customer or to increased demand. For

example, the cultural shift towards greater concern about health and fitness has

created opportunities (and now industries) servicing customers who wish to buy:

Low calorie foods

Health club memberships

Exercise equipment

Activity or health- related holidays etc.

Similarly the increased desire for “leisure time” has resulted in increased

demand for convenience product and service such as microwave ovens, ready

meals and direct marketing service businesses such as telephone banking and

insurance.

Each culture contains “sub-cultures” – groups of people with shared values. Sub-

cultures can include nationalities, religions, racial groups, or group of people

sharing the same geographical location. Sometimes a sub-culture will create a

substantial and distinctive market segment of its own.

BUYER BEHAVIOUR – SOCIAL FACTORS:

Introduction: A customer’s buying behavior is also influenced by social factor,

such as the group to which the customer belongs and social status. In a group,

several individuals may interact to influence the purchase decision. The typical

roles in such a group decision can be summarized as follows:

Initiator: the people who first suggest or think the idea of buying a particular

product or service.

Influence: a person whose view or advice influences the buying decision.

Decider: the individual with the power and/or financial authority to make the

ultimate choice regarding which product to buy.

Buyer: The person who concludes the transaction.

User: The person (persons) who actually uses the product or service.

INDIVIDUAL FACTORS THAT SHAPE BUYER BEHAVIOUR PROCESS

HIGH INVOLVEMENT Extensive problem-solving (EPS)

LOW INVOLVEMENT Limited problem solving (LPS)

Reutilized response behavior (RRB)

The various purchase influence factors are as follows:

Cultural CultureSub cultureSocial culture

SocialReference groupsFamilyRoles and status

PersonalAge and life cycle stage

Occupation

Economic situation

Life style

Personality & self concept

PsychologicalMotivationPerceptionLearningBeliefs and attitudes

Buyers

CULTURAL FACTORS

Cultural factors exert a broad and deep influence on consumer behavior.

The marketer needs to understand the role played by the buyer’s culture,

subculture, and social class.

Culture

The set of basic values, perceptions, wants, and behaviours learned by a

member of society from family and other important institutions,

Subculture

A group of people with shared value systems based on common life

experiences and situations.

Social classes

Relatively permanent and ordered divisions in society whose members

share similar values, interests, and behaviors.

SOCIAL FACTORS

A consumer’s behavior also is influenced by social factors, such as the

consumer’s small groups, family, and social roles and status.

Groups

Two or more people who interact or accomplish individual or mutual

goals.

Family

A family is a domestic group of people, or a number of domestic groups

linked through descent (demonstrated or stipulated) from blood relation,

marriage or adoption.

Roles and status

A person belongs to many groups- family, clubs, organisations. The

person’s position in each group can be defined in terms of both role and status.

PERSONAL FACTORS

A buyer’s decisions also are influenced by personal characteristics such as

the buyer’s age and life cycle stage, Occupation, economic situation, lifestyle,

and personality and self-concept.

Age and life-cycle stage

People change the goods and services they buy over their lifetimes. Tastes

and preferences changes as lift-cycle goes.

Personality and self concept

A person’s distinguishing psychological characteristics that lead to

relatively consisting and lasting responses to his or her own environment.

PSYCHOLOGICAL FACTORS

A person’s buying choices are further influenced by four major

psychological factors: motivation, perception, learning, and attitudes.

Motivation

A need that is sufficiently pressing to direct the person to seek satisfaction

of the need.

Perception

The process by which people select, organize, and interpret information to

form a meaningful picture of the world.

Learning

Changes in an individual’s behavior arise from experience.

Beliefs and attitudes

A descriptive thought that a person holds about something is his/her

belief. A person’s consistently favorable or in favourable evaluations, feeling,

and tendencies toward and object or idea is attitude.

The common tools used to conduct data analysis range from simple cross

tabulations and segmentation analysis to more sophisticated statistical methods

such as multivariate and logistic regression discriminates analysis and cluster

analysis. In the last few years, optimization tools and machine learning

algorithms such as neural networks and genetic algorithms have also been used

to perform advanced data analysis.

The study of consumers helps firms and organizations imjprove their marketing

strategies by understanding issues such as

The psychology of how consumers think, feel, rason, and select between

different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her

environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing

decisions;

Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;

How consumer motivation and decision strategies differ between products

that differ in their level of importance or interest that they entail for th consumer;

and How marketers can adapt and improve their marketing campaigns and

marketing strategies to more effectively reach the consumer.

Understanding these issues helps us adapt our strategies by taking the

consumer into consideration. For example, by understanding that a number of

different messages compete for our potential customers’ attention, we learn that

to be effective, advertisements must usually be repeated extensively. We also

learn that consumers will sometimes be persuaded more by logical arguments,

but at other times will be persuaded more by emotional or symbolic appeals. By

understanding the consumer, we will be able to make a more informed decision

as to which strategy to employ.

Behavior occurs either for the individual, or in the context of a group(e.g.,

friends influence what kinds of cloothes a person wears) or an

organization (people on the job make decisions as to which products the

firm should use).

Consumer behavior involves the use and disposal of products as well as

the study of how they are purchased. Product use is often of great interest

to the marketer, because this may influence how a product is best

positioned or how we can encourage increased consumption. Since many

environmental problems result from product disposal (e.g., motor oil

being sent into sewage systems to save the recycling fee, or garbage piling

up at landfills) this is also an area of interest.

Consumer behavior involves services and ideas as well as tangible

products.

The impact of consumer behavior on society is also of relevance.

INDUSTRY PROFILE

COMPANY PROFILE

INDUSTRY JPROFILE

Retail industry largest industry, accounting for are 10% of the country’s

GDP and around 8% of the employment retail industry in India is at the cross

roads. It has emerged as one of the most dynamic and fast paced industry with

several players entering the market, but because of the heave intial investment

required break even is difficult to achieve and many of these players have not

tasted success so far.

However the future is promising; the market is growing, government

policies are becoming more favorable and emerging technologies are facilitating

operations. Retailing in India is gradually inching its way towards becoming the

next boom industry. The whole concept of shopping has altered in terms of

format and consumer buying behavior ushering in a revolution in shopping in

India.

SOMEKEY FACTORS

RETAIL IS India’s largest industry accounting for over 10% of the

country’s GDP and around 8%of the employment.

The market size of th Indian retail industry is about US $312 billion.

Retailing in India is gradually inching its way towards becoment the next

boom industry.

A large young working population with average age of 24 years

INDIA’S CONSUMPTION COSMO

During the past decade, private final consumption expenditure has been the key

driver of economic growth in India.

Government spending $108 billion (11%)Capital Formation $273 billion

(29%) (2922

The $ 350 billion consumption spending provides the single biggest business

opportunities in India and is divided into sa,e key categories led by food, fashion

and home products

Growth domestic product

$973billion

Consumption spending

$350 billion

Utility payments Fuel transportation Electricity, water communication Expenditure on medical & education $242billion

Private final consumption Expenditure

$592billion (60%)

Fashion Accessories 5.5%

$225bFashion Accessories 5.5%

$225b

COMPANY PROFILE

Pantaloon Retail (India) Limited, is India’s leading retailer that operates

multiple retai formats in both the value and lifestyle segment of the Indian

consumer market. Headquartered in Mumbai (Bombay), the company operates


$225b

Consumer Durable 4% $14b

Furniture 3.4% $12b


$225b


$225b


$225b


$225b


$225b


$225b


$225b

over 12 million square feet of retail, has over 10000 stores across 71 cities in

India and employs over 30,000 people.

The company’s leading formats include pantaloons, a chain of fashion

outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a

supermarket chain, blends the look, touch and feel of Indian bazaars with aspects

of modern retail choice, convenience and quality and central, a chain of seamless

destination malls. Some of its formats include brand factory, blue sky, all top 10

stars and sitara. The company also operates an online portal, futurebazaar.com.

A subsidiary company, Home solutions Retail (India)limited, operate

Home Town, a large – format home solutions store, collection I, selling home

furniture products and e-zone focused on catering to the consumer electronics

segment.

Pantaloon Retail was recently awarded the international retailer of the

year 2007 by the US – based National Retail Federation (NRF) and the

Emerging market retailer of the year 2007 at the world retain congress held in

Barcelona.

Pantaloon Retail is the flagship company of Future Group, a business

group.

Catering to the entire Indian consumption space.

THE FUTURE GROUP AS GIVEN BY THE GENERAL MANAGER:

“Future Bazaar.com is owned and operated by Future Bazaar India Ltd.

(FBIL).

FBIL is a part of the Future Group, India’s largest retain conglomerate.

FBIL is the e-commerce arm of the Future Group. The company was

incorporated in 2006 and began business in 2007.

As part of India’s largest retail chain, we enjoy the benefits of buying in

bulk for the entire group. Out aim is to get you a great range of products at great

prices.

Core competency of the business… what makes us different from other.!!

A choice of more than 20,000 products.

Delivery across more than 1500 cities and towns in India covering around

16,000 pin codes.

Fast deliveries – tie ups with world leaders in logistics & transportation

services

A dedicated customer care helpline for any queries.

Always offering Manufacturer’s guarantee as opposed to seller’s

guarantee, which most of the other online shopping sites offer.

Aggressive prices –FutureBazaar.com has the benefit of leveraging the

sourcing network of the Future Group’s retail chains. This sourcing

network straddles a wide range of product requirements, thus being able to

offer us economies of scale thereby – unbelievable prices to it’s

customers.

Unmatched selection of products an Brands - we have more than

20,000 products which crates the flexibility to offer a large range of

choices to customers. We also have partnerships with most of the brands

available in the country, which allows us to get the latest in the range to

our customers. We have been able to create some major popularity ripples

with our corporate clients with products like mobiles, electronics, laptops,

MP3 players, T-shirts, Gift Vouchers and so on.

Seamless end-to-end Logistics solution – we pride ourselves in having

built an end-to-end logistics solution, right from stocking, dispatching,

and delivery confirmation up to post-sales support. Our back-end

infrastructure enables us to service around 15,000 pin codes across India.

Dedicated Customer Care for online customers as well as corporate

clients – We have a dedicated team straddling client servicing, sourcing,

logistics and customer service for all our customers.

“our Brand Association” – Most importantly out parentage &

association with humungous retail brands like Big Bazaar, Pantaloons,

Central and many more, lends tremendous amount of trust jj& credibility

to our end consumers.”

ABOUT FUTURE GROUP

Future Group, led by its founder and Group CEO, Mr. Kishore

Biyani, is one of India’s leading business houses with multiple business

spanning across the consumption space. While retai forms the core business

activity of Future Group, group subsidiaries are present in consumer finance,

capital, insurance, leisure and entertainment, brand development, retail, real

estate development, retail media and logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates

over 11 million square feet of retail space in over 63 cities and towns and 65

rural locations across India. Pantaloon Retail was awarded the International

Retailer of the year – 2007, by the US-based National Retail Federation, the

largest retail trade association and the Emerging Market Retailer of the year

2007 at the World Retail Congress in Barcelona.

Future Group believes in developing strong insights on Indian

consumers and building businesses based on Indian ideas, as espoused in the

group’s core value of ‘Indian ness’. The groups corporate credo is, ‘Rewrite

rules, Retain values’ More about Future Group.

The FutureBazaar.com’ promise as given by the General Manager:

Manufacturer’s warranties on all products

Future Bazaar sells only original products from authorized dealers;

so all applicable products carry the original manufacturer’s warranty.

Customers can visit any of the authorized service centers of the manufacturer

if required. The invoice accompanying the product is your warranty

document, so please preserve it.

Guaranteed Delivery

Future bazaar guarantees to deliver the exact product you selected,

without defects. In case you have received a different product, or if the

product was damaged in transit, please let us know and we will ensure that

we replace the product or ensure that your money is refunded. Please note

that delivery times vary according to products to products 95%of our

deliveries take place with in the committed time period. For the occasional

delays, we wil contact you and update you about the status.

Secure Payments

We are committed to encuring that no payment misuse happens, so

we work with bank and payment gateways to ensure that your information is

protected. Payments are protected both by us and by the policies of your

bank, and the chances of fraud in these channels are actually very low.

We also have a Risk Management team that scrutinizes all payments to

ensure that there are no fraudulent transactions. Our office address is also

available for anyone who wishes to contact us in person. moreover, being

part of India’s largest retail company with a presence all over India, we are

omnipresent.

Our simple 15-Days Return Policy – No questions asked!

If you have purchased something at FutureBazaar.com ad the

product did not meet your expectations or does not fit your needs, then you

can return the product to us, no questions asked, as long as it is in its

original packaging and accompanied by its invoice. Just contact our

Customer Care and we’ll arrange to pick up the product from your home –

simple.

Prompt Customer Support

Our Customer Care is manned by dedicated personnel, who can

take decisions and resolve your problems. They are empowered to solve your

problems and are aware of the processes and means to handle them. In case

they cannot solve the problem at their end, they will trigger the required

action on your half or advise you the best possible method to a successful

fulfillment of all your queries/issues. Be assured that when you call us, your

call is being taken seriously.

Values:

o Indian ness: Confidence in ourselves.

o Leadership: To be a leader, both in thought and business

o Respect & Humility: To respect every individual and be humble

in our conduct.

o Introspection: Leading to purposeful thinking.

o Openness: To be open and receptive to new ideas, knowledge and

information.

o Valuing and Nurturing Relationships: To build long term

relationships.

o Simplicity & positivity: Simplicity and positivity in our thought,

business and action.

o Adaptability: To be flexible and adaptable, to meet challenges.

Mission;

We share the vision and belief that our customers and stakeholders

shall be served only by creating and executing future scenarios in the

consumption space leading to economic development. We will be the

trendsetters in evolving delivery formats, creating retail realty, making

consumption affordable for all customer segment.

We shall infuse Indian brands with confidence and renewed

ambition. We shall be efficient, cost – conscious and committed to quality in

whatever we do.

We shall ensure that our positive attitude, sincerity, humilityand united

determination shall be the driving force to make us successful.

Sone Ki Chidiya

When the Mughals first came to India they were drawn by the lure of her

fabulous wealth – India was known as the “Sone Ki Chidiya”, literally –“ “The

Golden Bird”.

According to economic historian Angus Maddison in his book the

World Economy: A Millennial Perspective, India had the world’s largest

economy in the 1 st century and 11 th century , with a 33% share of world GDP

in the 1 st century and 29% in 1000 CE. During 1700 AD, Mughal era, India’s

share was 24%, more than the whole of Western Europe. It came down to 3.8%

in 1950s. paul Kennedy, in this highly regardd book, The Rise and Fall of the

Great Powers: Economic Change and Military conflict from 1500 to 2000

estimates that in 1750.

India’s share o the world trade was nearly 25 percent. It came down to

0.5% in the 1960s and now stands at around 1..5%.

The Indian economy is once again at the centre of the global attention.

As domestic consumption drives economic growth in India, Future Group hopes

to play a pivotal role in bringing back the Sone Ki Chidiya.

Future Ventures:

Future Ventures, seeks to promote and participate in innovative and emerging

business ventures in India. The company intends to play a role in powering

entrepreneurship, by promoting or participating in diverse business activities,

primarily in “consumption-led” sectors in the country, which it defines as sectors

whose growth and development will be determined primarily by the growing

purchasing power of Indian consumers and their changing tastes, lifestyle and

spending habits.

The company will also participate in businesses where it exercises control or

influence, and can add value as active shareholders, by utilizing the experience

and knowledge of the Future Group, and specifically its parent, pantaloon Retail

ltd.

Meet India’s king of Retail

Pantaloon’s Kishore Biyani has become India’s largest retailer, but still

has several aces up his John Miller shirtsleeves.

In India’s chaotic markets, Ishore Biyani is the unchalleged king of

retail. He has the knack of catchings rivals off-guard and striking where it hurts

most.

And now that he’s set himself the task of tetaining control of the largest

retail space in the country, he won’t let anyone – suppliers or international

promoters included – catch him slacking.

The latest to face the wrat of the 43-year-old is South African hyper

market Shoprite, which opened shop in Mumbai (images) last month through a

franchise agreement with local company Normal Lifestyle.

The hypermarket began retailing products from big boys Nestle (Get

Quote), Unilever and Procter & Gamble at consumer discounts of 20-30 percent,

loweer than even Biyani’s his Big Bazaar Stores.

Instead of chewing his nails, Biyani turmed confrontationist, asking why

the multinationals were offering Shoprite better prices, even withdrawing Nestle

products from his stores when the company did not respond.

Two days later the Nestle products were back, but not before the

company had clarified its stance. Says Biyani, “shoprite is involved in predatory

pricing. There are rules against this in every part of the world.”

But as a result of his tough stance, the three MNC’s have asked Shoprite

to roll back the offers or face withdrawal of supplies, he says.

and he was proved right when the Kolkata Pantaloon store became a raging

success and Biyani stepped on to the turf as a super retailer.

Other professionals have wondered where Biyani picked up the tricks of

the retailing trade. Some has learned from his own mistakes, he admits. Others

he picked up from the big boys of international retail.

“I read every book on Sam Walton, Macy’s, Marks & Spencer and

management gurus like Tom Peters whose book ‘Reimagine’ impressed me.”

Even now he reads a management book every fortnight – Stephen Covey, Robert

Kaplanor James Collins.

But unusual as it might seem, he also made it a point to stay away from

these stores. The reason: “by going to a Wal-Mart or a Macy’s, you could get

overwhelmed into thinking that was the best model and stop learning,” he says.

Mr.Gopikishan Biyani, Whole time Director

Gopikishan Biyani is a commerce graduate and has more than twenty

years of experience in the textile business.

Mr.Rakesh Biyani, Whole time Director

Rakish Biyani is a commerce graduate and has been actively involved in

category management, retail stores operations, IT and exports. He has been

instrumental in the implementation of the various new retail formats.

Mr.Vijay Kumer Chopra, Independent Director

V.K Chopra is a fellow member of The Institute of chartered

Accountants of India (ICAI) by profession and is a certified Associate of Indian

Institute of Bankers (CAIIB). His banking career spans over 31 years and he has

served senior management position in Central Bank of Commerce, SIDBI

Corporation Bank and SEBI.

INTRODUCTION TO BIG BAZAAR

A chain of shopping malls in Indian currently with 31 outlets owned by

Kishore Biyani Pantaloon group.

Big Bazaar is not just hyper market.

Provides the best products at the best price.

Reflects the look and feel of Indian bazaars at their modern outlets.

Allover India, Big Bazaar attracts a few thousands customers on any

regular day.

BIG BAZAAR LOGO:

Big Bazaar – is se sasta aur accha kahin nahi

Type – subsidiary of Pantaloon Group

Founded – 2001

Head quarters – Jogeshware, Mumbai, India

Industry – retail

Products – department stores

Parents – Future Group

Website – http://www.bigbazaar.com

http://www.bigbazaar.com/

DATA ANALYSIS

INTERPRETATIONS

CONSUMER BEHAVIOR QUESTIONAIRE

Q1. How do you come to know about Big Bazaar?

promotion No. of Customers Percentage (%)

Advertisement 80 80

Colleagues references 12 12

Friends/Relatives references 4 4

Any other specify 4 4

Total 100 100

82%

12%

4%4%

AdvertisementColleagues referencesFriend/Relatives referencesAny other

INTERPRETATION:

From the above study 80% of respondents from Advertisement, 12% of

respondents from Colleagues and 4% of respondents from Friends/Relatives

Remaining 4% of respondents from others.

Q2. How frequently do you visit Big Bizaar?

Particulars No. of Customers Percentage (%)

Once in a week 30 30

Twice in a week 43 43

Once in every 15 days 15 15

Once in a month 12 12

Total 100 100

Once in a week Twice in a week Once in every 15 days

Once in a month0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

30%

43%

15%12%

No. of respondents

INTERPRETATION:

From the above study,30% of respondents from once in a week, 43% of

respondents from twice in a week and 15% of respondents from every 15 days

Remaining 12% of respondents from every month.

CHI – SQUARE TEST:

The above analysis is also analysed with the chi – square test to find

the dependency between no of visits to Big Bazaar and Goods bought. This

test is as follows.

Ho= There is relation between visits and goods bought in Big Bazaar.

Ha = There is relation between no. of visits and goods bought in Big Bazaar.

Caliculation of χ2 has been presented in the table.

Food

items

clothes Electronics furniture others

Once in week 10 7 2 5 6 30

Twice in week 5 18 7 12 1 43

Once in 15 days 8 1 3 1 2 15

Once in 30 days 2 6 2 0 1 12

25 33 14 18 10 100

X2 = (f-f1)f1 = 24.9456

The degree of freedom for the given problem is

(r-1)(s-1) = 12

There fore the probability ‘P’ nvalue is 0.24 that is around 50% of probability

correct to the hypothesis. There fore it is said that there is no dependency in

between the no of visits to Big Bazaar and the goods bought.

Q3. What is the main purpose of Purchase?x

Particulars No. of respondents Percentage (%)

Personal usage/consumption 71 71

To Gift 19 19

Any other pl. Specify 10 10

Total 100 100

http://en.wikipedia.org/wiki/Chi_(letter)

Personal usage/consumption

To Gift Any other 0%

20%

40%

60%

80%71%

19%10%

No. of respondents

No. of respondents

INTERPRETATION:

From the above table we can conclude that the major numbers of

respondent’s of 71% personal usage, 19% to gift and remaining 10% any other.

Q4. Which category of products do you buy most at Big Bazaar?

Aspects No. of respondents Percentage

Food items 25 25

Clothes 33 33

Electronics 14 14

Furniture 18 18

Any other pl. Specify 10 10

Total 100 100

Food items Clothes Electronecs Furniture Any other pl. Specify

0%

5%

10%

15%

20%

25%

30%

35%

25%

33%

14%18%

10%

No. of respondents

No. of respondents

INTERPRITATION:

From the above study 25% of respondents from Food items, 33% of

respondents from Clothes and 14% of respondents from Electronics 18% of

respondents from furniture and 10% others.

Q5. You prefer to go in Big bazaar with?

particulars No. of respondents Percentage (%)

Family members 28 28

Spouse 13 13

Friends 55 55

Others 4 4

Total 100 100

28%

13%

55%

4%

No. of Customers

Family membersSpouseFriendsOthers

INTERPRETATION:

From the above study 28% of respondents from Family, 13% of

respondents from Spouse and 55% of respondents from Friends and remaining

4% are others.



the relation between people who accompany and Products bought. This test

is as follows.

Ho= There is relation between people who accompany and goods bought in Big

Bazaar.

Ha = There is relation between people who accompany and goods bought in Big

Bazaar.


Food

items


Family mbrs 12 10 3 2 1 28

Spouse 2 3 4 2 2 13

Friends 11 20 5 13 6 55

Others 0 0 2 1 1 04

25 33 14 18 10 100

X2 = (f-f1)f1 = 20.4779


(r-1)(s-1) = 12

There fore the probability ‘P’ nvalue is 0.20 that is around 50% of probability

correct to the hypothesis. There fore it is said that there is no dependency in

between the people who accompany and the goods bought in Big Bazaar.

Q6. Which mall you like the most in the city?


Big bazaar 72 72

Spencer 15 15

City central 12 12

Hyd central 1 1

Total 100 100


72%

15%

12%

1%

No. of respondents

Big BazaarSpencerCity CentralHyd Central

INTERPRETATION:

From the survey it is observed the 72% of respondents for Big Bazaar, 15% of

respondents for Spencer, 12% of respondents for City central and only 1% of

respondents are hyd central.

Q7. What is the reason behind purchasing in Big Bazaar?

particulars No. of Respondents Percentage (%)

Goo satisfaction over products 10 10

Reasonable prices 78 78

More offers 12 12

Any others 0 0

total 100 100

Good satisfac-tion over products

Reasonable prices More Offers

Any others

0%

10%

20%

30%

40%

50%

60%

70%

80%

10%

78%

12%

0%

No. of respondents

No. of respondents

INTERPRETATION

From the study it is observed that 10% of respondents for Good

satisfaction over products, 78% of respondents for Reasonable prices, 12% of

respondents for More offers.

Q8. How do you rate the pricing of products at Big Bazaar?

Particulars No. of Respondents Percentage (%)

Expensive 09 09

Competitive 21 21

Affordable 36 36

Reasonable 34 34

Total 100 100

9%

21%

36%

120%

No. of respondents

ExpensiveCompetitiveAffordableReasonable

INTERPRETATION:

From the above study 09% of respondents from Expensive, 21%

of respondents from Competitive and 36% of respondents from

Affordable 34% of respondents from Reasonable.



the relationship between price of products in Big Bazaar and Goods bought.

This test is as follows.

Ho= There is relation between prices of the products in Big Bazaar and goods

bought in Big Bazaar.

Ha = There is relation between prices of the products in Big Bazaar and goods

bought in Big Bazaar.


Food

items


Expensive 3 4 1 0 1 09

Competitive 7 5 2 4 3 21

Offerdable 9 13 3 7 4 36

Reasonable 6 11 8 7 2 34

25 33 14 18 10 100

X2 = (f-f1)f1 = 8.7773


(r-1)(s-1) = 12

There fore the probability ‘P’ value is 0.87 that is around 50% of probability

correct to the hypothesis. There fore it is said that there is no dependency

between prices of products and goods bought in Big Bazaar.

Q9. Why do you prefer to shop in Big Bazaar?

Particulars No. of respondents Percentage Availability of adequate stock 16 16Convenience of location and timing 21 21Offers and discounts 36 36Variety of products 27 27Total 100 100


Availa

bility o

f adeq

uate st

ock

Convenien

ce of lo

cation an

d timing

Offers an

d disconts

Variety

of pro

ducts0%5%

10%15%20%25%30%35%40%

16%21%

36%

27%

No. of respondents

No. of respondents

INTERPRETATION:

From the above study 16% of respondents from Availability of adequate

stock, 21% of respondents from Convenience of location and timing, and 36%

of respondents from offers and discounts, 27% of respondents from variety of

products.



the dependency between preference to shop and Goods bought. This test is

as follows.

Ho= There is relation between preference to shop and goods bought in Big

Bazaar.

Ha = There is relation between preference to shop and goods bought in Big

Bazaar.


Food

items

clothes Electronic

s

furniture others

Stock available 6 4 1 2 3 30

Convenience 4 9 5 3 0 43

Offer&discounts 10 13 6 2 5 15

Variety prdts 5 7 2 11 2 12

25 33 14 18 10 100

X2 = (f-f1)f1 = 21.7921


(r-1)(s-1) = 12

There fore the probability ‘P’ value is 0.21 that is around 50% of probability

correct to the hypothesis. There fore it is said that there is no dependency

between preference to shop and the goods bought in Big Bazaar.

10. what more facility would you like to get at Big Bazaar?

facilities No. of respondents Percentage (%)

Membership card 18 18


Discount card 53 53

Free parking offers 9 9

Lucky draw 20 20

Total 100 100

18%

53%

9%

120%

No.of respondents

Membership cardDiscount cardFree parking offersLucky draw

INTERPRETATION:

From the data specified, 18% of customers are interested in membership

card, whereas 9% are interested in parking offers, 20% are interested in lucky

draw but more than half are interested in discount card i.e.53% by this we can

say that most of the customers prefers to having discount cards at Big Bazaar.

Q11. How often do you ask for Assistance from store staff in selecting you

purchase?


Almost always 22 22

Frequently 30 30

Sometimes 40 40

Never 8 8

total 100 100

Almost alwaysFrequently

SometimesCategory 4

0%

5%

10%

15%

20%

25%

30%

35%

40%

22%

30%

40%

8%

No. of respondents

No. of respondents

INTERPRETATION:

From the above data, we decide that 22% of the customers take

assistance from staff always, whereas 30% take help frequently, 40% have take

assistance sometimes, and 8% will not depend on others. From the collected

data, we can say that the manority of the customers take assistance from the

store staff sometimes.

Q12. How is your overall experience in Big Bazaar?


Excellent 63 63

Good 27 27

Poor 10 10

Total 100 100

ExcellentGood

Poor

0%

10%

20%

30%

40%

50%

60%

70% 63%

27%

10%

No. of respondents

No. of respondents

INTERPRETATION:

From the above data, we decide that 63%of the customers overall experience in

Big Bazaar is excellent, 27% of the customers overall experience is Good and

only 10% of customers overall experience is poor. From this we can decide that ,

the overall customer satisfaction level is good

Q13. Would you visit Big Bazaar again?


Sure 85 85

May be 12 12

Never 3 3

Total 100 100

85%

15%

No. of respondents

SureMay beNever

INTERPRETATION:


respondents 85% of the respondents say sure, 12% of the respondents say May

be, 3% of the respondents say Never.

Q14. Do you suggest any one to shop at Big Bazaar?


Yes 85 85

No 15 15

Total 100 100

suggest any one to shop at big bazaar0

10

20

30

40

50

60

70

80

90

85

15

yesNo

INTERPRETATION:


respondents Yes, 85%, which comprises of 15% of the No.

Q15. How do you suggest to Big Bazaar Management to making present Big

Bazaar to more attractive?


To maintain quality products 45 45

Reasonable prices 25 25

Giving more offers and discounts 25 25

convenience 5 5

Total 100 100

45%

25%

25%

5%

No. of respondents

To maintain quality productsReasonable pricesGiving more offers and discountsConvenience

INTERPRETATION:

From the study it is observed that 45% of respondents for To maintain

quality products, 25% of respondents Reasonable Prices, 10% of respondents in

Every month, 25% of respondents for Giving more of offers and discounts, 5%

respondents for convenience.

Q17. Mention your satisfaction level for following elements

1. Highly satisfied

2. Satisfied

3. Neither satisfied nor dissatisfied

4. Dissatisfied

5. Highly dissatisfied

Elements 1 2 3 4

1. Location ( ) ( ) ( ) ( )2. Operating time ( ) ( ) ( ) ( )3. Parking facility ( ) ( ) ( ) ( )4. Cleanness of store ( ) ( ) ( ) ( 5. Spacious shop floor ( ) ( ) ( ) ( )6. Easy to locate product ( ) ( ) ( ) ( )7. Quality product ( ) ( ) ( ) ( )8. promotion offers ( ) ( ) ( ) ( )9. price fo the product ( ) ( ) ( ) ( )10.staff helpfulness ( ) ( ) ( ) ( )11.flexibility in payment

mode ( ) ( ) ( ) ( )12.return of value for

money ( ) ( ) ( ) ( )

1. LOCATION:

Satisfaction level No. of respondents Percentage (%)

Highly satisfied 25 25

Satisfied 10 10Neither satisfied nor dissatisfied 60 60Dissatisfied 5 5Highly dissatisfied 0 0Total 100 100

25

10

60

5

Satisfaction level based on Location

Highly satisfiedSatisfiedNeither satisfied nor dissatisfiedSatisfiedHighly dissatisfied

INTERPRETATION:

From the above data, we decide that 25% of the customers satisfaction level is highly satisfied on the basis of location of Big Bazaar, 10% of the customers satisfaction level is satisfied on the basis of location of Big Bazaar, 60% of the customers satisfaction level is neither satisfied nor dissatisfied, 5% of the customers satisfaction level is dissatisfied and in the customers no one’s satisfaction level is highly dissatisfied.

2. OPERATING TIME:

Satisfaction level No. of customers Percentage (%)Highly satisfied 10 10Satisfied 50 50

Neither satisfied nor dissatisfied 27 27Dissatisfied 10 10Highly dissatisfied 3 3

100 100

10%

50%

27%

10%3%

Satisfaction level based on Operating time

Highly satisfiedSatisfiedNeither satisfied nor dissatisfiedDissatisfiedHighly dissatisfied

INTERPRETATION:

from the data above specified, 10% of customers are highly satisfied, 50% of the customers are satisfied, 27% of the customers are neither satisfied nor dissatisfied , 10% of the customers are dissatisfied , 3% of the customers are highly dissatisfied on the basis of operating time.

3. PARKING FACILITY:



100 100

Highly

satisfi

ed

Satisfi

ed

Neither

satisfi

ed nor d

issati

sfied

Dissati

sfied

Highly

dissati

sfied

0%

10%

20%

30%

40%

50%

60%

30%

56%

6% 7%1%

Satisfaction level based on Parking facility

Satisfaction level based on Parking facility

INTERPRETATION:

from the data above specified, 30% of customers are highly satisfied, 56% of the customers are satisfied, 6% of the customers are neither satisfied nor dissatisfied , 7% of the customers are dissatisfied , 1% of the customers are highly dissatisfied on the basis of parking facility.

4.CLEANNESS OF STORE:



100 100

Highly

satisfi

ed

Satisfi

ed

Neither

satisfi

ed nor d

issati

sfied

Dissati

sfied

Highly

dissati

sfied

0%5%

10%15%20%25%30%35%40%

36%

22%32%

12%0%

Satisfaction level based on Cleanness of store

Satisfaction level based on Cleanness of store

INTERPRETATION:

from the data above specified, 36% of customers are highly satisfied, 22% of the customers are satisfied, 32% of the customers are neither satisfied nor dissatisfied , 12% of the customers are dissatisfied , 0% of the customers are highly dissatisfied on the basis of Cleanness of store.

5.SPACIOUS SHOP FLOOR:



100 100

Highly

Satisfi

ed

Satisfi

ed

Neither

satisfi

ed nor d

issati

sfied

Dissati

sfied

Highly

dissati

sfied

0%5%

10%15%20%25%30%35%40%

9%

25%

40%

20%

6%

Satisfaction level based on Spacious shop floor

Satisfaction level based on Spacious shop floor

INTERPRETATION:

from the data above specified, 9% of customers are highly satisfied, 25% of the customers are satisfied, 40% of the customers are neither satisfied nor dissatisfied , 20% of the customers are dissatisfied , 6% of the customers are highly dissatisfied on the basis of Spacious shop floor.

6.EASY TO LOCATE PRODUCT:



100 100

80%

8%

3% 9%

Satisfaction level based on Easy to locate product


INTERPRETATION:

from the data above specified, 80% of customers are highly satisfied, 8% of the customers are satisfied, 3% of the customers are neither satisfied nor dissatisfied , 9% of the customers are dissatisfied , 0% of the customers are highly dissatisfied on the basis of Easy to locate the product.

7.QUALITY OF PRODUCTS:



100 100

Highly

satisfi

ed

Satisfi

ed

Neither

satisfi

ed nor d

issati

sfied

Dissati

sfied

Highly

dissati

sfied

0%10%20%30%40%50%60%70%80%

2%

80%

10% 8%0%

Satisfaction level based on quality of products

Satisfaction level based on quality of products

INTERPRETATION:

from the data above specified, 2% of customers are highly satisfied, 80% of the customers are satisfied, 10% of the customers are neither satisfied nor dissatisfied , 8% of the customers are dissatisfied , 0% of the customers are highly dissatisfied on the basis of Quality of products.

8.PROMOTION OFFERS;



100 100

Highly

satisfi

ed

Satisfi

ed

Neither

satisfi

ed nor d

issati

sfied

Dissati

sfied

Highly

Dissati

sfied

0%10%20%30%40%50%60%

20%

60%

18%

2% 0%

Satisfaction level based on Promotion ofers

Satisfaction level based on Promo-tion ofers

INTERPRETATION:

from the data above specified, 20% of customers are highly satisfied, 60% of the customers are satisfied, 18% of the customers are neither satisfied nor dissatisfied , 2% of the customers are dissatisfied , 0% of the customers are highly dissatisfied on the basis of Promotion Offers.

9.PRICE OF THE PRODUCT:



100 100

Highly

satisfi

ed

Satisfi

ed

Neither

satisfi

ed nor d

issati

sfied

Dissati

sfied

Highly

Dissati

sfied

0%10%20%30%40%50%60%70%80%90%

4%

90%

3% 0% 3%

Satisfaction level based on Price of the product

Satisfaction level based on Price of the product

INTERPRETATION:

from the data above specified, 4% of customers are highly satisfied, 90% of the customers are satisfied, 3% of the customers are neither satisfied nor dissatisfied , 0% of the customers are dissatisfied , 3% of the customers are highly dissatisfied on the basis of Price of the product.

10.STAFF HELPFULNESS:



100 100

52%

8%

25%

12%

3%

Satisfaction level based on Staff helpfullness

Highly satisfiedSatisfiedNeither satisfied nor dissatisfiedDissatisfiedHighly Dissatisfied

INTERPRETATION:

from the data above specified, 52% of customers are highly satisfied, 8% of the customers are satisfied, 25% of the customers are neither satisfied nor dissatisfied , 12% of the customers are dissatisfied , 3% of the customers are highly dissatisfied on the basis of staff helpfulness.

11.FLEXIBILITY IN PAYMENT MODE:

Satisfaction level No. of customers Percentage (%)Highly satisfied 10 10

Satisfied 80 80Neither satisfied nor dissatisfied 7 7Dissatisfied 3 3Highly dissatisfied 0 0

100 100

10%

80%

7%3%

Satisfaction level based on Flexibility in payment mode


INTERPRETATION:

from the data above specified, 10% of customers are highly satisfied, 80% of the customers are satisfied, 7% of the customers are neither satisfied nor dissatisfied , 3% of the customers are dissatisfied , 0% of the customers are highly dissatisfied on the basis of Flexibility in Payment mode.

12.RETURN OF VALUE FOR MONEY:

Satisfaction level No. of customers Percentage (%)Highly satisfied 5 5Satisfied 60 60Neither satisfied nor dissatisfied 35 35

Dissatisfied 0 0Highly dissatisfied 0 0

100 100

5%

60%

35%

Satisfaction level based on Return of value of money

Highly satisfiedSatisfiedNeither satisfied nor dissatisfiedDissatisfiedHighly Dissatisfied

INTERPRETATION:

from the data above specified, 5% of customers are highly satisfied, 60% of the customers are satisfied, 35% of the customers are neither satisfied nor dissatisfied , 0% of the customers are dissatisfied , 0% of the customers are highly dissatisfied on the basis of Return of Value for Money.

FINDINGS

SUGGESTIONS

From the responses of 100 customers the findings can be listed as:

As per the findings, all are having the awareness of Big Bazaar. We can

say that Big Bazaar have good place in the minds of the customers.

As per the findings 60% of male customers are come to Big Bazaar for

shopping.

The customers who were mainly age guoup of 26- 35 years are shopping

at Big Bazaar.

It has been found that the Majority of the Respondents come to know

about the Big Bazaar through Friends/Relatives References and

Advertisements only. So we can say that the word of mouth and

advertisements are plays a very important role when customers shopping

at Big Bazaar.

As per findings, Majority of the Respondents are visits Big Bazaar twice

in a week. By this, we can say that most of the customers are coming to

Big Bazaar regularly.

As per findings, Majority of the Respondents are purchasing for the

Purpose of Personal use/consumption only.

As per findings, Majority of the respondents are interested to shopping at

Clothes.

Most of customers are prefer to come to Big Bazaar with friends, and

customers are motivates by them at purchase.

Majority of the respondents are interested to visit Big Bazaar when

compare to other malls.

As per the findings, majority of the customers choose the Big Bazaar for

availability of products as well as reasonable prices.

Majority of the customers are rate for affordable pricing in Big Bazaar.

As per findings, most of the customers prefer to shop in Big Bazaar for

offers & discounts.

As per findings, most of the respondents are taking assistance from the

store staff during purchase period. We can say that customers take

assistance from store staff when they shopping in Big Bazaar.

As per the findings, majority of the customers are satisfied with the value

of their money provided by Big Bazaar.

As per findings, overall experience of the respondents is found to be

Excellence as started by 12% of the Respondents, and Good by 60% of

the Respondents, Very few rated as poor.

As per findings, most of the customer’s opinion is to revisit the Big

Bazaar.

As per findings, Majority of the Respondents are recommended to others

for shopping in Big Bazaar.

As per findings, as much as 45% of the Respondents to suggest the Big

Bazaar to maintain good quality in products.

RECOMMENDATIONS

An attempt has been made to suggest to the Big Bazaar a few measures. These

suggestions have been made within the preview of the data available.

1) The company must go for some more promotional activities rather than

TV, advertisement, hoarding and news papers.

2) The company has to conduct the periodical meetings with customers and

take their valuable suggestions.

3) The company may adopt policy of discounts cards and gifts to customers

while purchasing the products.

4) Innovative efforts must be launched to improve the position through better

marketing strategies.

5) Innovative packaging can give a company an advantage over competitors.

6) The store staff should be trained adequately so as to “convince” the

Potential buyers, because his performance on jobs has great impact on sale

of a product.

7) Most of the customers belongs to age group of 17-27 years. So, company

has to concentrate more on those people to enhance the sales.

8) Moreover, the company has to concentrate more on the customers of age

group of 28-37 years to enhance the sales.

QUESTIONNAIRE

BIBLIOGRAPHY

QUESTIONNAIRE

(The information furnished by the respondent is strictly for Academic purpose only)

Dear Respondent, as a part of research, a survey is taken up to study the Consumer Behavior towards the Big Bazaar. Kindly provide the following information.

Name: Location:

Age: Occupation:

Gender M/F: Education;

Income for month:

Q1) How did you come to know about Biz Bazaar?

a) Advertisementb) Colleagues referencesc) Friends/relatives referencesd) Any other specify

Q2) How frequently do you visit Big Bazaar?

a) Once in a weekb) Twice in a weekc) Once in every 15 daysd) Once in a month

Q3) what is the main purpose of purchase?

a) Personal Usage / consumptionb) To Giftc) Any other pl. Specify

Q4) Which category of Products do you buy most at Big bazaar?

a) Food itemsb) Clothesc) Electronicsd) Any other pl. Specify

Q5) You prefer to go in Big bazaar with

a) Family membersb) Spousec) Friendsd) Others

Q6) Which mall you like the most in the city

a) Big bazaarb) Spencerc) City centrald) Hyd central

Q7) What is the reason behind purchasing in Big Bazaar?

a) Good satisfaction over productsb) Reasonable pricesc) More offersd) Any others

Q8) How do you rate the pricing of products at Big Bazaar?

a) Expensiveb) Competitive c) Affordabled) Reasonable

Q9) Why do you prefer to shop in Big Bazaar?

a) Availability of adequate stockb) Convenience of location and timingc) Offers and discountsd) Variety of products

Q10) What more facility would you like to get at Big Bazaar?

a) Membership Cardb) Discount Cardc) Free packing Offersd) Lucky draw Offer

Q11) How often do you ask for Assistance from store staff in selecting your Purchase?

a) Almost Alwaysb) Frequently c) Sometimesd) Never

Q12) How is your overall experience in Big Bazaar?

a) Excellentb) Goodc) Poor

Q13) Would you visit Big Bazaar again?

a) Sureb) May bec) Never

Q14) Do you suggest any one to shop at Big Bazaar?

a) Yesb) No

Q15) How, do you suggest to Big Bazaar management to making present Big Bazaar to more attractive?

a) To maintain quality productsb) Reasonable pricesc) Giving more offers and discountsd) Convenience

Q16) Please give your valuable suggestions regarding Big Bazaar over all functioning_________________________________________________

Mention your satisfaction level for following elements

1) Highly satisfied2) Satisfied3) Neither satisfied nor dissatisfied

4) Dissatisfied

Elements 1 2 3 4

1. Location ( ) ( ) ( ) ( )2. Operating time ( ) ( ) ( ) ( )3. Parking facility ( ) ( ) ( ) ( )4. Cleanness of store ( ) ( ) ( ) ( 5. Spacious shop floor ( ) ( ) ( ) ( )6. Easy to locate product ( ) ( ) ( ) ( )7. Quality product ( ) ( ) ( ) ( )8. promotion offers ( ) ( ) ( ) ( )9. price fo the product ( ) ( ) ( ) ( )10.staff helpfulness ( ) ( ) ( ) ( )11.flexibility in payment

mode ( ) ( ) ( ) ( )12.return of value for

money ( ) ( ) ( ) ( )

Thank you

BIBLIOGRAPHY

Text Books

Consumer Behavior: Albert J. Dells Bittas

Consumer Behavior: David L. Loudon

Principles of Marketing: Philip Kotler

Marketing Management: Philip Kotler

Websites:

www.consumerbehavior.com

www.bigbazaar.com

www.panthalone.com

www.futuregroup.com

http://www.futuregroup.com/

http://www.panthalone.com/

http://www.bigbazaar.com/

http://www.consumerbehavior.com/

consumer behaviour complete project report

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