4.1.

RESEARCH PROBLEM:

How much time a person spends in a store decides the quantity of the
merchandise he/she purchases from the store and how much time a person
spends in a store depends on the shopping environment of the store

It is important to any retailer to know about the purchasing style of the

target market as a whole. The retailer must offer the environment and
products suitable to the purchasing style of the target market.

Emotions play a crucial role in the purchase of consumer goods. So a

retailer must study the emotional reaction of the target market towards
shopping environment. My research project “The Study of the Emotional
Reaction towards Shopping Environment & the Purchasing Style of
the Customers” is an effort study all these matters.

4.2. RESEARCH OBJECTIVES:

4.2.1. PRIMARY OBJECTIVES:

 To measure the emotional reaction of the customers towards shopping

environment.
 To study the purchasing styles of the customers.

4.2.2. SECONDARY OBJECTIVES:

 To study their emotional reaction towards the products.

 To study their emotional reaction towards the layout of the store.
 To study their emotional reaction towards the location of the store.
 To study their emotional reaction towards the staff and service.
 To measure the level of the suitability of the shopping environment to
the purchasing style of the customers.
4.3. RESEARCH DESIGN:

I have used the Descriptive Research Design for the purpose of survey.

4.4. SEMPALING PLAN:

4.4.1. SAMPLING METHOD:

I would use the convenience method

4.4.2. SAMPLING UNIT:

A customer of Big Bazaar who is coming out of the store after completing
his/her shopping.

4.4.3. SAMPLE SIZE:

It would be appropriate to have a sample of 100 respondents to make

research keeping in mind the time available and expense constraint.

4.5. DATA COLLECTION DESIGN:

4.5.1. PRIMARY DATA

Primary data has been collected through field survey with the help of a
questionnaire. I took the personal interview of the customers of Big Bazaar
who were coming out of the store after completing their shopping. I also
get the questionnaire filled by them.

I have included two types of question in questionnaires: multiple choice

questions and Richter scale questions.

4.5.2. SECONDARY DATA

Secondary data is the data which has already been collected by someone
else for the same, similar or for different purpose. I have collected the
secondary data from the annual report of Big Bazaar, text books, internet
etc… I have used secondary data for the purpose of preparing
questionnaires, industry & company profiles.

4.6. RESEARCH INSTRUMENT:

A detailed questionnaire will be used for the purpose of survey and it is

attached with this annexure.

4.7. DATA ANALYSIS TOOLS TECHNIQUES:

 I have used SPSS software

 I have used.

4.8. BENEFITS OF THE STUDY:

4.8.1. BENEFITS TO RESEARCHER:

Through this project I have got practical training of all


disciplines of management mainly Research, marketing,

statistics and Strategic management.

I have learned more about retail industry and Big Bazaar.



I have gained the knowledge about the shopping environment



of the Big Bazaar.

By doing this project, I have got detailed idea about retail



market in Surat.
 More important than these all is the knowledge that I have got


by interacting with various customers of Big Bazaar, Surat and

my mentor.

4.8.2. BENEFITS TO THE ORGNISATION:

Organization can use this data for improvement in the



shopping environment.

It will provide Big Bazaar the basic demographic data that is



necessary to tape the consumer.

To identify the various weaknesses in the shopping



environment.

To identify the various opportunity that the dairy Co-



operatives could consider for strengthening its position.

It will help Big Bazaar know the purchasing styles of the



customers.

4.9. LIMITATIONS:

Though I have tried my best to for the perfection of the project report there
may be some limitations in the report. These limitations can sometimes be
overcome, but sometimes they become unviable. Some of them which I
faced are:
 Sampling errors could occur because samples selected may not be
representing the whole population perfectly.
 Due to the time constraints we have drawn 100 samples out of total
population. The effectiveness of the results could be reduced.
 During survey period, the information given by the respondents
totally depend on their mood and behavior. Some respondents
answered to the questions seriously but there are chances they may
have lack of knowledge. It may not give accurate findings.
 Some of the respondent could not understand English or Gujarati
language so I had to translate some questions into Hindi. This might
change the interpretation.
 If research done by taking similar objectives, by others researches,
outcome can be changed due to different samples selected.
 The results may not be representative of the whole population.