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A STUDY ON CONSUMER BEHAVIOR

AT

BIG BAAZAR

A

REPORT SUBMITTED INPartial fulfillment of t e re!uirement for t e PGDM "our#e of

All In$ia Mana%ement A##o"iation

BY

A&a' (umar Gu)ta

Internal Gui$e E*ternal Gui$e

Prof. Ambily Sreekumar Mr. Kiran.SAcharya Institute of management &science Assistance Storemanager Bangalore. Big Bazaar, Bansankari

Acharya Institute of Management & sciences, Bangalore Page 1

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AC(NO+,EDGEMENT

It gives us great leasure to thank an! ackno"le!ge all the concerne! eo le

"ho hel e! us to finish this re ort on consumer Behavior. I e#ten! our sincere

gratitu!e to Prof. Ambily Sreekumar our Internal gui!e for her valuable

gui!ance in steering the course of the stu!y an! in the re aration of this

re ort.

I e# ress our gratitu!e to com any gui!e Mr. Kiran. S $Assistance Store

Manager, Big Bazaar%, un!er "hose valuable gui!ance an! co o eration, I

con!ucte! my stu!ies.

I am also grateful to other Staff of Big Bazaar family center, Bansankari for

their su ort an! encouragement. 'e also convey our thanks to all staff of

Acharya Institute of Management & Science for their su ort an! hel to make

this re ort successfully.

Pla"e- Bangalore

Date- Ajay Kumar Gupta


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()*+A A-I /

-his is to !eclare that the ro0ect re ort title! .Stu$' on "on#umer Be a/ior0

submitte! in artial fulfillment of the re1uirement for the a"ar! of ost

gra!uate (i loma in management, is an original "ork carrie! out un!er the

gui!ance of Prof1 Am2il' Sree3umar an! this ro0ect re ort has not been

reviously submitte! to any other university or institution for the a"ar! of any

!egree.

Pla"e- Bangalore

Date- 45657898 A&a' (umar Gu)ta


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TABLE OF CONTENTS

Sl.No. Particulars

Pageno.

1 Introduction 6

1.1 Industry profile 71.2 Company profile 91.3 Big bazaar promise 131.4 Vision mission ! "ore #alues 1$1.$ Board of dire"tor 161.6 %&'( )nalysis 1*

2 Introduction to marketing 2+2.1 ,efinition 212.2 -ar eting strategy 222.3 -ar eting -i/ 2$2.4 0etailing 2*

Introduction to consumer 333.1 ,efinition 343.2 (ypes of "onsumer 3$3.3 -odel of "onsumer de"ision ma ing 373.4 Consumer satisfa"tion 37

! "esearc# $%&ecti'e 41


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( "esearc# met#odolog) 43

* Limitations 49

+ Anal)sis$1

rap i"al representation of data

, Conclusion - recommendation 71

Bi%liogra/#) 7$

1$ A//endices 77uestionnaire

Acharya Institute of Management & sciences, Bangalore Page $

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INTRODUCTION

-here is no use of P2(M unless an! until the classroom kno"le!ge is a lie! in real

business "orl! in or!er to gain success. Practical kno"le!ge al"ays has got a "eight age

over theoretical kno"le!ge. Such stu!y rovi!es o ortunity to bri!ge the ga bet"een the

theory an! ractical. 3ere the stu!ent intern gets an e# osure to the real cor orate "orl! as a

relu!e to his cor orate life. After having learn the basics in the first t"o semesters Stu!y on

consumer behavior gives an o ortunity to a ly them "hich hel s the stu!ent to im rove

his self image an! confi!ence an! ultimately to un!erstan! the conce ts better.

-his ro0ect a!!e! to my learning in many "ays. -his stu!y on consumer behavior hel e!

me to ick u an! un!erstan! the marketing strategy better. -his ro0ect "ork enable! to

kno" the strength an! "eakness of Big Bazaar "ith res ect to their customer res onse.

-he ro0ect "ork thro"s light on the strength an! "eakness of the com any4s consumer

relations as com are! to the com etitors , an! also inten!s to give necessary information tothe com any to un!erstan! "here they are having a goo! fee! back an! "here they are

lagging behin!. 3ere more im ortance is given to learning the factors that affect the

consumer behavior.


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INDUSTRY PRO:I,E

5 etailing inclu!es all the activities involve! in selling goo!s or services to the final

consumers for ersonal, non business use6.

5P ili) (otler

-he organize! retail sector in In!ia has a very lo" contribution to the entire retail sector in

the country. 3ence there is am le sco e for the ne" layers to achieve success. +arge young

"orking o ulation "ith average age of 78 years, nuclear families in urban areas, along "ith

increasing "orking "omen o ulation an! emerging o ortunities in the services sector are

going to be the key gro"th !rivers An organization selling !irectly to final consumer

"hether a manufacturer, "holesaler or retailer is !oing retailing. It !oes not matter ho" the

goo!s or services are sol! $by erson, mail, tele hone, ven!ing machine or internet% or

"here they are sol!$ in store, on the street, or in consumer4s home%.

etail is In!ia4s largest in!ustry, accounting for 9:; of country4s 2(P an! aroun! < ercent

of em loyment. Mo!ern retail has entere! In!ia as seen in sho ing centers, multi storie!

malls an! huge com le#es offer sho ing, entertainment an! foo! all un!er one roof. In!ia

has seen the conce t of hy ermarket coming of age. Players like 'all mart, metro have

establishe! hy ermarkets in many countries. In In!ia hy ermarket conce t is in nascent

stage, retailers like Pantaloons, -ata, P2 have starte! hy ermarket o erations an! they are

having lans to e# an! aggressively to all the regions of In!ia.


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Among all the global retail markets In!ian retail market is the most e# an!ing. -his is o"ing

to the absence in restriction at the entry level. So, large foreign com anies can enter in the

green retail fiel!s of In!ia.

(EY P,AYERS IN THE INDUSTRY

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Acharya Institute of Management & sciences, Bangalore Page *

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COMPANY PRO:I,E

:UTURE GROUP

>uture 2rou is one of In!ia4s lea!ing business grou "ith multi le businesses s anning

across the consum tion s ace. +e! by its foun!er an! 2rou *) Mr. Kishore Biyani

>uture 2rou o erates through !ifferent verticals? consumer finance, ca ital, insurance,

leisure an! entertainment, bran! !evelo ment, retail, real estate !evelo ment, retail me!ia

an! logistics.

A art from Pantaloon retail, the grou 4s resence in the retail s ace is com limente! by

grou com anies, In!us league clothing, "hich o"ns lea!ing a arel bran! like In!igo

/ation an! @rban oga, an! 2ala#y )ntertainment lt! that o erates Bo"ling *o, S orts

Bar, >97 an! Bre" Bar .

PANTA,OONS RETAI, ;INDIA+

3ome !ecor, lights, furniture, sanitary, )lectronics, +uggage, stationary, linen, electrical

accessories


eisure!

ntertainment

1.1Industry

profile 71.2Company profile 91.3Big

bazaarpromise 13 1.4Vision mission ! "ore#alues 1$ 1.$Board

of dire"tor

16 1.6%&'()nalysis

1* 2Introduction to

marketing 2+ 2.1,efinition

21 2.2-ar etingstrategy

22 2.3-ar eting

-i/ 2$ 2.40etailing2* Introductio

n toconsumer 33 3.1,efinition 34 3.2(y

pes of"onsumer 3$ 3.3-o

del of "onsumerde"ision

ma ing 37 3.4Consumer

satisfa"tion 37 !"esearc#

$%&ecti'e 41 ("esearc#

met#odolog) 43*Limitations 4

9+Anal)sis $1 rap i"al

representation of

data ,Conclusion -

recommendation 71 Bi%liogra /#) 7$ 1$A//en

dices 77 uestionnaire ome

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-3I ( >+

>un "orl!, >oo! court, Star & Sitara saloon

:OOD BAZAAR

>oo! Bazaar4s core conce t is to create a blen! of a ty ical In!ian Bazaar an! International

su ermarket atmos here "ith the ob0ective of giving the customer all the a!vantages of

uality, ange an! Price associate! "ith large format stores an! also the comfort to See,

-ouch an! >eel the ro!ucts. -he com any has an aggressive rivate label "ith its o"n

bran!s of salt, s ices, ulses, 0ams, ketchu s, snacks, home care ro!ucts, ersonal care

ro!uct etc. 'ith unbeatable rices an! vast variety $there are 87 varieties of rice on sale%,

>oo! Bazaar has rove! to be a hit "ith customers all over the country.

:OOD BAZAAR> a !ivision of Pantaloon etail In!ia +t! is a chain of large su ermarkets

"ith a !ifference. >oo! Bazaar re resents the com any4s entry into foo! retail an! is

targete! across all classes of o ulation. >oo! Bazaar re licates a local Jman!i4, to rovi!ethe much im ortant Jtouch & feel4 factor "hich In!ian house"ives are use! to in the local

bazaar. >oo! Bazaar has over E:,::: stock kee ing units "hich cover grocery, >M*2

ro!ucts, milk ro!ucts, 0uices, tea, sugar, ulses, rice "heat etc, besi!es fruits an!

vegetables. All ro!ucts are sol! belo" M P an! !iscounts range bet"een 7; to 7:;.

>ruits an! vegetables are sol! at rices com arable to "holesale rices

91 1 THE BIG BAZAAR PROMISES-

9. MA/@>A*-@ ) 4S 'A A/-I)S / A++ P (@*-S?

Big Bazaar romises to sell only the original ro!ucts from the authorize! !ealers so that alla licable ro!ucts carry the original manufacturer4s "arranty. -o service any ro!uct

urchase! at Big Bazaar, customer can visit the authorize! service centre of themanufacturer. -he invoice accom anying the ro!uct is the "arranty !ocument.

7. 2@A A/-))( ()+IL) ?


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Big Bazaar guarantees to !eliver the e#act ro!uct that has selecte!, "ithout !efects. In caseof receiving a !ifferent ro!uct, or if the ro!uct is !amage! in transit, the customer shoul!

contact it "ithin the sti ulate! time erio! an! Big Bazaar "ill ensure that it is re lace! orrefun!e!.

. S)*@ ) PA M)/-?

It commits to ensure that no ayment misuse ha ens, so "e "ork "ith banks an! aymentgate"ays to ensure that your information is rotecte!. Payments are rotecte! both by it an!

by the olicies of customer4s bank, an! the chances of frau! in these channels are actuallyvery lo". Big Bazaar o enly ublishes its office a!!resses an! is art of In!ia4s largestretail com any "ith a resence all over In!ia H so you kno" ho" to contact us in erson, ifre1uire!.

8. @ SIMP+) C (A S )-@ / P +I* ?

If customer has urchase! something at >uture Bazaar an! the ro!uct !i! not meet itse# ectations or !oes not fit to his nee!s, then it can return the ro!uct to us no 1uestionsaske!, as long as it is in its original ackaging an! accom anie! by its invoice. 'e "illeven make the return rocess sim le for you H 0ust contact our customer su ort an! "e4llarrange to ick u the ro!uct from your home. Alternately, you can !ro it off at thenearest Big Bazaar.

E. P MP- *@S- M) S@PP -?

ur customer su ort is manne! by !e!icate! call centre ersonnel, "ho can take !ecisionsan! resolve your roblems. -hey are eager to solve your roblems an! are a"are of the

rocesses an! means to han!le them. In case they cannot solve the roblem at their en!,they "ill trigger the re1uire! action on your behalf or a!vise you the best ossible metho! toa successful fulfillment of all your 1ueries issues. Be assure! that "hen you call us, yourcall is being taken seriously.

BIG BAZAAR PROMISES111


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GROUP

VISION-

>uture 2rou shall !eliver )verything, )very"here, )very time for )very In!ian

*onsumer in the most rofitable manner.

GROUP MISSION-

'e share the vision an! belief that our customers an! stakehol!ers shall be serve! only by

creating an! e#ecuting future scenarios in the consum tion s ace lea!ing to economic

!evelo ment.

'e "ill be the tren!setters in evolving !elivery formats, creating retail realty, making

consum tion affor!able for all customer segments H for classes an! for masses.

Acharya Institute of Management & sciences, Bangalore Page 1$

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'e shall infuse In!ian bran!s "ith confi!ence an! rene"e! ambition.

'e shall be efficient, cost conscious an! committe! to 1uality in "hatever "e !o.

'e shall ensure that our ositive attitu!e, sincerity, humility an! unite! !etermination shall

be the !riving force to make us successful.

CORE VA,UES-

In!ianans? confi!ence in ourselves.

+ea!ershi ? to be a lea!er, both in thought an! business.

es ect & 3umility? to res ect every in!ivi!ual an! be humble.

Intros ection? lea!ing to ur oseful thinking.

enness? to be o en an! rece tive to ne" i!eas, kno"le!ge an! information.

Laluing an! /urturing elationshi s? to buil! long term relationshi s.Sim licity & Positivity? Sim licity an! ositivity in our thought, business an! action.

A!a tability? to be fle#ible an! a!a table, to meet challenges.

>lo"? to res ect an! un!erstan! the universal la"s of nature.

91 1 BOARD O: DIRECTORS

Mr. Kishore Biyani, Managing (irector

Kishore Biyani is the Managing (irector of Pantaloon etail $In!ia% +imite! an! the 2rou

*hief )#ecutive fficer of >uture 2rou .

Mr. 2o ikishan Biyani, 'hole time (irector

2o ikishan Biyani is a commerce gra!uate an! has more than t"enty years of e# erience in

the te#tile business.


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S. (ores"amy is a former *hairman an! Managing (irector of *entral Bank of In!ia an!

serves on the boar! of (SP Merrill +ynch -rustee *o an! *eat +imite! among others.

(r. ( Koshy, In!e en!ent (irector

(. . Koshy hol!s a !octorate from II-, (elhi an! is the (irector of /ational Institute of

(esign $/I(%, Ahme!aba!. 3e has over 78 years of rich e# erience in the te#tiles an!

garment in!ustry an! "as instrumental in the setting u of /I>- centres in (elhi, *hennai

an! Bangalore. 3e is a reno"ne! consultant s ecializing in international marketing an!a arel retail management.

Ms. Bala (esh an!e, In!e en!ent (irector

Bala (esh an!e is In!e en!ent (irector, Pantaloon etail $In!ia% +t!. an! also serves on the

boar!s of (eccan Aviation, /agar0una *onstruction, 'els un In!ia an! In!us +eague

*lothing +t!, among others.

Mr. Anil 3arish, In!e en!ent (irector

Anil 3arish is the artner of (M 3arish & *o. Associates & Solicitors an! an ++M from

@niversity of Miami. 3e also serves on the boar! of Mahin!ra 2esco, @nitech, In!usIn!

Bank an! 3in!u0a -M-, among others.

91 1 S+OT Anal'#i#

STRENGTHS

-horough un!erstan!ing of the nee!s of In!ian consumers.

Last range of ro!ucts un!er one roof.

Benefit of being ioneer in the In!ian retail in!ustry.

Acharya Institute of Management & sciences, Bangalore Page 1*

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Su erior 1uality goo!s are available at reasonable rices.

>ast gro"ing In!ian mi!!le class "ith reasonably goo! urchasing o"er.

It has a goo! bran! name.

+EA(NESSES

3igh cost of o eration !ue to large fi#e! costs.

Lery thin margin of rofit

3igh attrition rate of em loyees.

Stiff com etition from tra!itional $unorganize! sector%

OPPORTUNITIES

Potential rural markets.

*an enter into ro!uction of various ro!ucts !ue to its in !e th un!erstan!ing of

customer4s taste an! references

Sco e of e# ansion in smaller cities as there is a lot of o ortunities.

-here remains a large future sco e for the retail in!ustry in In!ia, as incomes rise an!

consum tion increases

-he o ortunity for "i!ening the business all over In!ia because Big Bazaar o ens

ne" stores in unta e! markets, such as smaller or secon! tier cities such as Sangre,

Belgaum an! Mysore.

THREATS


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2overnment Policies encouraging the unorganize! sector "ill affect a!versely the

big layers.

3igh ta#es in In!ia su ress consum tion

Smaller s ecialty sho s an! informal sho s are sometimes able to avoi! ta#es,

offering lo"er total rices to customers.

Acharya Institute of Management & sciences, Bangalore Page 2+

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71INTRODUCTION

TO

MAR(ETING

THE MAR(ET

-he conce t of market is very im ortant in marketing. P.Kotler !efines a market as an area

for otential e#changes. -hus a market is a grou of buyers an! sellers intereste! in

negotiating the terms of urchase or sale of goo!s or services.


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MAR(ETING-

Marketing consists of a set of rinci les for choosing target markets, i!entifying consumer

nee!s !evelo ing "ants, satisfying ro!ucts an! services an! !elivering value to customers

an! rofit to the com any.

-hus marketing com rises an integrate! system of business activities in or!er to lan, rice,

romote, an! !istribute goo!s an! services to meet consumer nee!s "ithin the limit of

society.

Definition of mar3etin%-

P.Kotler !efines marketing as a set of human activities !irecte! at facilitating an!

consummating e#changes. -he essence of marketing is e#change of ro!ucts an! the

transaction is to satisfy human nee!s an! "ants.

Im)ortan"e of mar3etin%-

Marketing is recognize! as the most significant activity in our society. ur life styles are

continuously affecte! by a "i!e range of marketing activities. Marketing alone can ut

goo!s an! services "e "ant an! nee! at our !oorste s.

Marketing is a vital connecting link bet"een ro!ucers an! consumers. Marketing is

!irectly res onsible to maintain the e1uilibrium bet"een mass ro!uction an! mass

consum tion.

7191 MAR(ETING STRATEGY

PROCESS :O,,O+ED


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Segmentation, targeting an! ositioning together com rise a three stage rocess.

a. (etermine "hich kin!s of customers e#ist,

b. Select "hich ones "e are best off trying to serve,

c. Im lement our segmentation by o timizing our ro!ucts services for that segment an!

communicating that "e have ma!e the choice to !istinguish ourselves that "ay.

91 SEGMENTATION-

Segmentation involves fin!ing out "hat kin!s of consumers "ith !ifferent nee!s e#ist. In

the auto market, for e#am le, some consumers !eman! s ee! an! erformance, "hile others

are much more concerne! about roominess an! safety. In general, it hol!s true that 5 ou

can4t be all things to all eo le,6 an! e# erience has !emonstrate! that firms that s ecialize

in meeting the nee!s of one grou of consumers over another ten! to be more rofitable.

Several !ifferent kin!s of variables can be use! for segmentation?

9. (emogra hic variables essentially refer to ersonal statistics such as income, gen!er,

e!ucation, location $rural vs. urban, )ast vs. 'est%, ethnicity, an! family size. *am bell4s

sou , for instance, has foun! that 'estern @.S. consumers on the average refer s icier

sou sOthus, you get a !ifferent ro!uct in the same cans at the )ast an! 'est coasts.

7. Another basis for segmentation is behavior. Some consumers are 5bran! loyal6Oi.e. they

ten! to stick "ith their referre! bran!s even "hen a com eting one is on sale.

. ne can also segment on benefits sought, essentially by assing !emogra hic e# lanatory

variables. Some consumers, for e#am le, like scente! soa $a segment likely to be attracte!

to bran!s such as Irish S ring%, "hile others refer the 5clean6 feeling of unscente! soa $the

5Ivory6 segment%. Some consumers use tooth aste rimarily to romote oral health, "hile

another segment is more intereste! in breathe freshening.

71 TARGETING-


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7171 MAR(ETING MI

Main A#)e"t# of Mar3etin% Mi*-

-he easiest "ay to un!erstan! the main as ects of marketing is through its more famous

synonym of Q8Ps of MarketingQ. -he classification of four Ps of marketing inclu!es

marketing strategies of ro!uct, rice, lacement an! romotion. -he follo"ing !iagram is

hel ful in !etermining the main ingre!ients of the four Ps in a marketing mi#.

PRODUCT-

In sim ler terms, ro!uct inclu!es all features an! combination of goo!s an! relate! services

that a com any offers to its customers.

Pro!uct is the most im ortant as ect of marketing mi# for manufacturers because ro!ucts

are the market e# ression of the com anyRs ro!uctive ca abilities an! !etermine its ability

to link "ith consumers. So ro!uct olicy an! strategy are of rime im ortance to an


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enter rise, an! ro!uct !ecisions !ictate the sco e an! !irection of com any activity.

Moreover, the market in!icators such as rofits, sales, image, market share, re utation an!

stature are also !e en!ent on them.

PRICING-

Pricing is basically setting a s ecific rice for a ro!uct or service offere!. In a sim listic to

the conce t of rice as the amount of money that customers have to ay to obtain the

ro!uct. Setting a rice is not something sim le. /ormally it has been taken as a general la"

that a lo" rice "ill attract more customers. It is not a vali! argument as customers !o not

res on! to rice alone they res on! to value so a lo"er rice !oes not necessarily mean

e# an!e! sales if the ro!uct is not fulfilling the e# ectation of the customers

2enerally ricing strategy un!er marketing mi# analysis is !ivi!e! into t"o arts? rice

!etermination an! rice a!ministration.

Price !etermination is referre! to as the rocesses an! activities em loye! to arrive at a rice

for a ro!uct inclu!ing consi!eration of relative rices of ro!ucts "ithin the same line, an!

!ifferences in rice for similar ro!ucts of !iffering gra!es an! 1ualities.

Price a!ministration is referre! to as the activities involve! in fitting basic rices to

articular sales situations such as geogra hic locale, functions erforme! by customers,

osition of !istribution channel members or s ecial sales situations.


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P,ACEMENT-

Placement un!er marketing mi# involves all com any activities that make the ro!uct

available to the targete! customer "hile lanning lacement strategy un!er marketing mi#

analysis, com anies consi!er si# !ifferent channel !ecisions inclu!ing choosing bet"een

!irect access to customers or involving mi!!lemen, choosing single or multi le channels of

!istributions, the length of the !istribution channel, the ty es of interme!iaries, the numbers

of !istributors, an! "hich interme!iary to use base! on the 1uality an! re utation .

PROMOTION-

Promotional strategies inclu!e all means through "hich a com any communicates the

benefits an! values of its ro!ucts an! ersua!es targete! customers to buy them. -he best

"ay to un!erstan! romotion is through the conce t of the marketing communication

rocess. Promotion is the com any strategy to cater for the marketing communication

rocess that re1uires interaction bet"een t"o or more eo le or grou s, encom assing

sen!ers, messages, me!ia an! receivers


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,imitation of Mar3etin% Mi* Anal'#i# ;FP# of Mar3etin%or e#am le if you feel that your ty ical customers "ill be male bet"een 9< 7 , female

bet"een 7D :, then some of the res on!ents you intervie" shoul! be ma!e u of this grou ,

i.e. a 1uota is given.

Dimen#ional Sam)lin%

An e#tension to 1uota sam ling, the researcher takes into account several characteristics e.g.

gen!er, age income, resi!ence e!ucation an! ensures there is at least one erson in the stu!y

that re resents that o ulation. ).g. out of 9: eo le you may "ant to make sure that 7

eo le are "ithin a certain gen!er, t"o a certain age grou "ho have an income rate bet"een

T7E::: an! T ::::, this "ill again ensure the accuracy of the sam le frame again.

SAMP,ING PROCEDURE-


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-he ran!om sam ling is !one because any robability sam ling roce!ure "oul! re1uire

!etaile! information about the universe, "hich is not easily available further, it being an

e# loratory research.

SAMP,ING SIZE- -he sam ling size of the stu!y is 9E: users.

DATA-

-he term !ata refers to grou s of information that re resent the 1ualitative or 1uantitative

attributes of a variable or set of variables. (ata are ty ically the results of measurements an!

can be the basis of gra hs , images , or observations of a set of variables. (ata are often

vie"e! as the lo"est level of abstraction from "hich information an! kno"le!ge are

!erive!. Raw data refers to a collection of numbers , characters , images or other out uts from

!evices that collect information to convert hysical 1uantities into symbols, that are

un rocesse!.

DATA CO,,ECTION-

PRIMARY DATA-

(ata is collecte! from various customers through ersonal interaction. (ata is collecte! by

survey, formal !iscussion an! observation "ith !ifferent res on!ents.

S@ L) M)-3 (? (ata are usually collecte! through the use of 1uestionnaires. -he !atais collecte! by mean of sim le survey !one in the retail store of the customers.

BS) LA-I / > * /S@M) ? bservation of customers is often a o"erful tool.

+ooking at ho" consumers select ro!ucts may yiel! insights into ho" they make !ecisions

an! "hat they look for. bserving consumers, tells about?

'hat is he looking in the ro!uct

Is he bran! loyal

http://en.wikipedia.org/wiki/Variable_(mathematics)http://en.wikipedia.org/wiki/Graph_(data_structure)http://en.wikipedia.org/wiki/Imagehttp://en.wikipedia.org/wiki/Abstractionhttp://en.wikipedia.org/wiki/Numberhttp://en.wikipedia.org/wiki/Character_(computing)http://en.wikipedia.org/wiki/Variable_(mathematics)http://en.wikipedia.org/wiki/Graph_(data_structure)http://en.wikipedia.org/wiki/Imagehttp://en.wikipedia.org/wiki/Abstractionhttp://en.wikipedia.org/wiki/Numberhttp://en.wikipedia.org/wiki/Character_(computing)

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Is he more or less rice sensitive

Is he more intereste! in ackaging, manufacturing, etc

bservation may hel us !etermine ho" much time consumers s en! com aring rices, or

"hether nutritional labels are being consumer.

SECONDARY DATA-

Secon!ary !ata "as collecte! through internet sources, research a ers, an! ublishe!

re orts by various institutions.

RESEARCH DESIGN H

-he research "ork is e# loratory in nature, an! is meant to rovi!e the basic informationre1uire! by research ob0ectives. It is a reliminary stu!y base! on rimary !ata an! the

fin!ings can be consoli!ate! after a !etaile! conclusive stu!y has been carrie! out.


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1 ,IMITATION

Acharya Institute of Management & sciences, Bangalore Page $+

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Pre aration of a ro0ect re ort an! conclu!ing a research is a "hole rocess "hich is carrie!

out in a number of ste s. -herefore throughout the "hole rocess of research there are a

number of !ifficulties encountere! by researcher, at every ste . In the resent stu!y "e may

assume follo"ing limitation.

(ata !on4t re resent entire o ulation behavior.

It is very !ifficult to measure erce tion by means of mathematical calculation.

-his research "as !one in Bangalore city only hence this *onclusion is vali! only for

Bangalore.

It "as assume! that res on!ent have the kno"le!ge about big bazaar but if he !o not

have ro er kno"le!ge then result may come "rong.

-he res on!ent vie" oint on the stu!y 1uestionnaire urely 0u!gment an! may be

in!uce! by other reasons also.

Acharya Institute of Management & sciences, Bangalore Page $1

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1 ANA,YSISAcharya Institute of Management & sciences, Bangalore Page $2

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91 AGREE +ITH PUNCH ,INE

As big bazaar says 5IS S) ! ! A@ !#H#HH! KA3I /A3I6, !oes big bazaar match

this

TAB,E 91 SHO+ING AGREE +ITH PUNCH ,INE1

No1 of re#)on$ant Per"enta%e

)S 9:8 DF.

/ 8D :.DD

Acharya Institute of Management & sciences, Bangalore Page $3

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Inferen"e-

>rom the above table it is clear that the DF. ; ma0ority of res on!ent agree "ith the unch

line an! :.DD; not agree "ith big bazaar unch line.

71 STATE5O:5ORIGIN O: RESPONDENTS-

Ta2le 71 S o in% t e #tate5of5ori%in of re#)on$ent# 1

/o. egion /o. of es on! Percentage9 Karnataka E E.7 -amil /a!u 9

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Inferen"e-

>rom the above table it is clear that the 8:; ma0ority of res on!ent belongs to north In!ia,

an! E. ; customer belong to Karnataka "here store is locate! an! remaining 9 . ;

$AP%, F. ;$Kerala%,

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Inferen"e-

>rom the above table it is clear that the only

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Inferen"e-

>rom the above table it is clear that 8 . ; ma0ority of eo le are having their billing size

bet"een E:: to 9E:: for sho ing at big bazaar an! 7D; eo le are having ::: E:::.

1 RATING :OR THE STORE

191 ABOUT PRICE

Ta2le5

Ratin% No1 of re#)on$ent Per"enta%eLery goo! 98 7.DD2oo!

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Ba! 7 9.

Inferen"e-

>rom the above table it is clear that EF. ; ma0ority of customers think that the rice is

reasonable an! F; customer think that rice is very reasonable an! remaining :; think

that rices are fairly reasonable only 9. ; think that the rice is ba!.

171 ABOUT LUA,ITY-

Ta2le5

Ratin% No1 of re#)on$ent Per"enta%eLery goo! 9: :C;2oo! C 8

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Inferen"e-

>rom the above table it is clear that 8

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Inferen"e-

>rom the above table it is clear that 88.DE; ma0ority of customers think that the !iscount

offers are goo! an! 9.

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Inferen"e-

>rom the above table it is clear that D

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Inferen"e-

>rom the above table it is clear that E:.DD; ma0ority of customers think that the staff

behavior is goo! an! C. ; of customers think that behavior is ba!, but "e can4t ignore this

because for the retention of the customer it is an im ortant factor.

1 1 ABOUT BI,,ING SPEED-

Ta2le599

Ratin% No1 of re#)on$ent Per"enta%eLery goo! 9: :C.8:;2oo! 7 7 .C:;Average CE EE.EE;Ba! 9< 9 . ;


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Inferen"e-

>rom the above table it is clear that EE.EE; ma0ority of customers think that the billing

s ee! is average an! 9 . ; of customers think that it is ba! so there is a nee! to increase

the cash counter s ecially on the business !ays. 3ere if a customer "ants to urchase fe"

items then he "ill think, not to come because no" nobo!y has time for "aiting for the

billing.

161 ABOUT STORE ENVIRONMENT-

Ta2le597

Ratin% No1 of re#)on$ent Per"enta%eLery goo! 79 98;2oo! FE D . ;

Average 9 7:.DC;Ba! :7;


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Inferen"e-

>rom the above table it is clear that D . ; ma0ority of customers think that the store

environment is goo! an! 7; of customers think that store environment is ba!.

D.CUSTOMER PRE:ERENCE ABOUT VARIOS ATTRIBUTES-

Ta2le-9

Attri2ute# Ran3 9 #t 7n$ r$ Ft t

Bran$ 7F 9F 9< 89 8

Pri"e an$ $i#"ount 7 79 DC 9D 7


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Lualit' Value for

Mone'

7: C: 9< 7D 9D

Dura2ilit' After #ale#

#er/i"e

9E 98 9C E E9

Nee$ D 7D : 98 9C


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Inferen"e-

*ustomer reference about attributes "hile sho ing, Analysis sho"s that 87; of

res on!ents has given 9#t )referen"e to nee! an! follo"ing by 9F. ; $bran!%, 9E. ;

$ rice%, 9 . ; $1uality%, 9:; $!urability%.

7n$ )referen"e 8D.DD; $1uality%, 9C. ; $nee!%, 98; $ rice%, 97.DD; $Bran!% an! F. ;

$!urability%

r$ )referen"e 88. ; $ rice%, 97; $bran!%, 97; $1uality%, 99.DD; $!urability%, 9:; $nee!%

Ft )referen"e E. ; $!urability%, 7C. ; $bran!%, 9C. ; $1uality%, 9:.DD; $ rice% an!

F. ; nee!

t )referen"e 8; $!urability%, 7

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1 :RELUENCY O: VISITING BIG BAZAR

Ta2le59F

> ) @)/*

> LISI-I/2 'eeken!s 'e!nes!ay

nce in 9E

!ays

once in a

month Any time / . >

)SP /()/- 8E 9E 7 7C 8:P) *)/-A2)

:; 9:; 9E. ; 9

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Inferen"e-

>rom the above table it is clear that :; of customers visit fre1uently on "eeken!s an! 9:;

of customer visit on 'e!nes!ay. 3ere may be one thing that the customer "ho visit once in

9E !ays or once in a month, he can also come on "eeken!s an! 'e!nes!ay also.

61 MEDIUM :OR (NO+ING THE O::ERS-

Ta2le59

Me!ium /o. of es on!ents /e"s Pa er

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Inferen"e-

>rom the above table it is clear that ne"s a er is the most effective me!ium of kno"ing the

offers an! "or! of mouth is also calculative factor. 3ere, a!vertisement in ne"s a er is in

the han! of management of big bazaar so there is a nee! to a!vertise in ne"s a ers more

an! more.

41 AVERAGE TIME SPENDING :OR SHOPPING AT BIG BAZAAR

Ta2le59

(istance /o. of es on!ents Percentage+ess than 7 km E7 8.DD7 E km E: .E 9: km 8E :More than 9: km 9< 97

Acharya Institute of Management & sciences, Bangalore Page 7+

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Inferen"e-

>rom the above table it is clear that 8.DD ercent customer live "ithin 7 km area, . ;

live in 7 Ekm an! : ercent live in E 9:km. so ther is not a big !ifference in the ercentage

of customers staying, "e can say that till 9: km, big bazaar is able to ull the customers.

981 OTHAR STORE VISITING BY THE CUSTOMER

Ta2le59

Store No1 of re#)on$ent# Per"enta%eMega mart E7 9C

eliance fresh 9:E E>oo! "orl! < 9-otal 7C FMore E: 9C

thersGGG. 7< F


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Inferen"e- >rom the above table it is clear that E; ma0ority of customer visit or sho s from

reliance fresh, so it is the ma0or com etitor for big bazaar an! for foo! bazaar mostly, behin!

it the region may be reliance fresh stores are locate! every "here an! secon! ma0or

com etitor are mega mart an! more because mega mart store is also locate! near to big

bazaar, Bansankari so customer "ho visit the big bazaar can go for that.

991 AGE O: THE CUSTOMER

Ta2le5 96

A2) I/ )A S

+ess than 7:

Bet"een 7: to

:

Bet"een : to

8: Above 8: / . >

)SP /()/-S 7D D: E: 9EP) *)/-A2) 9C. ; 8:; 7.DD; 9:;


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Inferen"e-

I met "ith eo le having !ifferent age grou s. -he eo le that I have met most belong to

age grou 7: : years an! having 8:; an! eo le belonging to age grou above 8: years is

having least 9:;. Peo le in the age grou of : 8: years is having ;


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61 CONC,USIONAND

RECOMMENDATIONS

*onclusions follo"e! by recommen!ations form the basis of the re ort more soli!. -he

conclusion roves the analysis that is carrie! out in the re ort an! on the basis of these

conclusions, recommen!ations are given.

(uring the course of the stu!y it "as foun! that big bazaar is lacking o ularity !ue to the

less concentration on the management of customer !ata base.


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In the survey an! analysis it "as foun! that the Buying Behavior of the customers !e en!s

on variety of factors like /ee!, *ost, uality, (urability, Pro!uct range an! some other

factors.

A$/erti#ement#

-he organization shoul! also concentrate u on the A!vertisement strategies an!

shoul! come u "ith the innovative a!s.

/ame recall amongst the *onsumer *ategories is lo" because of less fre1uency of

the -L a!vertisements.

-he organization shoul! have customer !ata base so that information about offers can

be conveye! to the customer an! customer segregation can also be !one.

-he etailing in!ustry is booming. In or!er to ta the otential market, the *om any

can a!vertise in a magazine name! like J(aily ne"s recor!4. -his "ill hel in

sho"casing the ro!ucts of the magazine. -his can a!! an e#tra s ice to sales.

Pla"e

>oo! bazaar has less stores in com arison to eliance fresh. So increasing the stores

increase the availability in the market because a customer "ants to urchase foo!

items mostly near to the home. 'e can see the traffic roblem in city so he !o not

thinks "ell to go far for !aily re1uire! items.

Human Re#our"e


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-he organization shoul! concentrate on human esources, training & !evelo ment. It

shoul! rovi!e ro er training to the staff an! as "ell as to the romoters because

romoter "ho are in the store they are also the art of organization. -hey shoul! have

ro er communication skill, ro!uct kno"le!ge an! they shoul! also be a"are about the

sections "hich are in store so that they can res onse to the customer easily.

If a ne" romoter comes then com any shoul! give a small brief about the rule an!

regulation before sen!ing him her on the floor.

Pro$u"t

rganization shoul! focus on the availability of the ro!uct "hich is !eman!e! by the

customer more or less instea! of focusing on the rofitable bran!s only.

As big bazaar is kno"n for chea er an! better but there is a nee! to increase the 1uality.

>or e#am le, fashion !e artment has not too much 1uality garment.

Pri?e )romotion

*om any shoul! focus on their Price. It shoul! kno" the com etitors rice an!

accor!ing to that there shoul! be a ro er action to !eci!e the rice an! !iscount

offers.

Cu#tomer #er/i"e#

n the "eeken!s mostly, there is long 1ueue for the billing "hich takes a huge time

so there shoul! be an increment in the number of cash counters.

>rom the analysis it is clear that more than E:; customers live "ithin Ekm area, so

if it ossible big bazaar shoul! increase its home !elivery !istance.


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41 BIB,OGRAPHY


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BOO(S-

K -+) P3I++IP,K)++) K)+LI/

Marketing Management, Pata argan0, (elhi, (orling Kin!ersley$In!ia% Pvt.+t! , 7::C,

K@MA A @/ A/( M))/AKS3I /

Marketing Management, /araina, /e" (elhi, )#cel Books Pvt. +t!.

*onsumer behavior, ro!uce! by e#cel books vt. +t!. >or AIMA *M)

INTERNET-

""".financiale# ress.com ne"s >uture 2rou to hive off Big Bazaar

""".fibre7fashion.com face7face antaloon kishorebiyani.as

""".thehin!ubusinessline.com i" 7::E 97 7E stories

http://www.fibre2fashion.com/face2face/pantaloon/kishorebiyani.asphttp://www.thehindubusinessline.com/iw/2005/12/25/stories/http://www.fibre2fashion.com/face2face/pantaloon/kishorebiyani.asphttp://www.thehindubusinessline.com/iw/2005/12/25/stories/

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981 APPENDICES

Acharya Institute of Management & sciences, Bangalore Page *+

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g. Billing s ee!

h. Store environment

D. >eatures you look in a ro!uct before making urchase 2ive references $9 3ighest, E least%

Bran! Price an! (iscount uality & Lalue for money (urability an! After sales service /ee!

C. 3o" fre1uently !o you visit our storea. 'eeken!s b. 'e!nes!ay # . nce in 9E !aysd . nce in a month e. Any time

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9 . Any suggestion to service you better.GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGG.GGGG.

GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGG..

Tell u# a little more a2out 'our #elf

/ameGGGGGGGGGGGGGGGG. ageGGG se#?M >GGGGGGGG. Mob noGGGGGGG................

ccu ationGGGGGGGGGG..............................

Monthly familyincomeGGGGGGGGGGGGGGGGGGGGGGGGGGGG

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