DECLARATION

This is to declare that the report entitled “A Study on Consumer Behaviour towards Big
Bazaar” is prepared for the partial fulfillment of the Dissertation course in IV Semester, 2nd
Year of the Master of Business Administration by me under the guidance of Dr.P.Lakshmi
Prasanna.

I confirm that this dissertation report truly represents my work. This work is not a replication
of work done previously by any other person. I also confirm that the contents of the report and
the views contained therein have been discussed and deliberated with the faculty guide.

Signature of the Student :

Name of the Student (in Capital Letters) : SHAISTHA BEGUM

Registration No : 20172MBA0069

1
CERTIFICATE

This is to certify that Ms.SHAISTHA BEGUM Regn. No. 20172MBA0069 has completed the
report titled “A Study on Consumer Behaviour towards Big Bazaar” under my guidance for the
partial fulfillment of the Dissertation course in IV Semester, 2nd Year of the Master of
Business Administration.

Signature of Faculty Guide:

Name of the Faculty Guide:

2
 ACKNOWLEDGEMENT

First and foremost, I would like to thank my respectable and learned guide, Dr.P.Lakshmi
Prasanna for whose untiring, persevering and unflinching help; this project would not have
seen the light of day. It is she who initiated the development of the project and was thus
instrumental in showing the right directions in the field. She provided encouragement and boost
in the transformation of my inherent internal knowledge into a real work for external audience.

Lastly, I would like to bestow my regards and gratitude to the PRESIDENCY UNIVERSITY,
Bangalore for giving me the opportunity to be part of such type of learning experience, which
will surely enhance my knowledge and my skills.

The report has been great experience, the learning and the exposure, I got through this project
was immense and will surely help me in my future pursuits.

I would like to give my heart full thanks to my parents who always gave me moral support.

SHAISTHA BEGUM

3
 EXECUTIVE SUMMARY

The consumer behaviour, preference and their choices are changing at a moment and market
scenario is also changing from time to time. There have been many factors responsible for the
changing market scenario. It is the customer changing taste and preference which has bought
in a change in the market.
Income level of the people have changed; life style and social class of the people has completely
changed now that of olden days. There has been shift in the market demand in todays world.
Technology is one of the factors which is responsible for this paradigm shift in the market.
Todays generation is no more dependent on local market and far off departmental stores. Today
we can see a new ear in market with the opening up of many departmental stores, hypermarket,
shoppers stop, malls, branded retail outlets and speciality stores. In todays world shopping is
not anymore tiresome work rather it’s a pleasant outing phenomenon now.
My study is based on a survey done on a customer of a hypermarket named Big bazaar. Big
Bazaar is a new type of market which came into existences in India since 1994. It is a type of
market where various type of products are available under one roof.
My study is on determining the customers demand for Big Bazaar and the satisfaction level of
customer in Big Bazaar. This market field survey will help me in knowing the present
customers tastes and preferences. It will help me in estimating the customers future needs and
demand.

4
CHAPTER 1

5
INTRODUCTION
Consumer Buying behaviour is the sum total of a consumer’s attitudes, preferences, intentions,
and decisions regarding the consumer’s behaviour in the market place when purchasing a
product or service.

The American Marketing Association (AMA) defines consumer behaviour as “The dynamic
interaction of cognition, behaviour & environmental events by which human beings conduct
the exchange aspect of their lives.

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.

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.

6
Organized retail is gaining tremendous importance in the recent times. On the other hand, the
retail industry is also facing severe competition and those who are able to retain their customers
are the ones that are able to succeed in the market place.
The retail firms are spending a lot of their marketing resources to keep existing customers
rather than to attract new ones. Customer satisfaction plays a key role in customer retention
and also is a major differentiating factor among retail stores. Delivering satisfaction to the
consumers has become one of the major drivers of profitability.
In this scenario, the firms have to work on what attracts consumers and what will make them
not to shift their choice towards competitors. Working out strategies in this direction requires
a thorough understanding of the preferences of the consumers on the attributes that are
considered of much significance.
BUYER BEHAVIOUR – CULTURAL FACTORS

Cultural factors have a significant impact on customer behaviour. Cultural is the most basic
cause of a person’s wants and behaviour. 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.

7
BUYER BEHAVIOUR – SOCIAL FACTORS:

Introduction: A customer’s buying behaviour 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:

Personal
Social Age and life
Psychologic
Cultural cycle stage al
Reference
Culture Motivation
Buyers
groups
Sub culture Occupation Perception
Family
Social culture Roles and Learning
status
Economic Beliefs and
situation attitudes

8
CULTURAL FACTORS

Cultural factors exert a broad and deep influence on consumer behaviour. 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 behaviours.

SOCIAL FACTORS

A consumer’s behaviour 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.

9
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 behaviour arise from experience.

Beliefs and attitudes

A descriptive thought that a person holds about something is his/her belief. A person’s
consistently favourable or in favourable evaluations, feeling, and tendencies toward and object
or idea is attitude.

10
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 improve their marketing strategies by
understanding issues such as

 The psychology of how consumers think, feel, reason, 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;

INTRODUCTION TO INDIAN RETAIL SECTOR

Retailing consists of those business activities involved in the sale of goods and services to
consumers for their personal, family, or household use. Retailing comprises of four elements
customer orientation, coordinated effort, value-driven, and goal orientation. The word "Retail"
originates from a French-Italian word. Retailer-someone who cuts off or sheds a small piece
from something. Retailing is the set of activities that markets products or services to final
consumers for their own personal or household use. It does this by organizing their availability
on a relatively large scale and supplying them to customers on a relatively small scale. Retailer
is a Person or Agent or Agency or Company or Organization who is instrumental in reaching
the Goods or Merchandise or Services to the End User or Ultimate Consumer.

INDIAN RETAIL INDUSTRY:

Indian retail industry is the largest industry in India, with an employment of around 8% and
contributing to over 10% of the country's GDP. Retail industry in India is expected to rise 25%
yearly being driven by strong income growth, changing lifestyles, and favorable Demographic
patterns.
It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion.
India retail industry is one of the fastest growing industries with revenue expected in 2007 to

11
amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is
expected in the industry of retail in India by growth in Consumerism in urban areas, rising
incomes, and a steep rise in rural consumption. It has further been predicted that the retailing
industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5
billion.
Shopping in India has witnessed a revolution with the change in the consumer buying behavior
and the whole format of shopping also altering. Industry of retail in India which has become
modern can be seen from the fact that there are multi- stored malls, huge shopping centers, and
sprawling complexes which offer food, shopping, and entertainment all under the same roof.
Indian retail industry is expanding itself most aggressively; as a result a great demand for real
estate is being created. Indian retailers preferred means of expansion is to expand to other
regions and to increase the number of their outlets in a city. It is expected that by 2010, India
may have 600 new shopping centers.

In the Indian retailing industry, food is the most dominating sector and is growing at a rate of
9% annually. The branded food industry is trying to enter the India retail Industry and convert
Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists
of non- branded items.

Indian retail industry is progressing well and for this to continue retailers as well as the Indian
government will have to make a combined effort. Indian retailing industry has seen
phenomenal growth in the last five years. Organized retailing has finally emerged from the
shadows of unorganized retailing and is contributing significantly to the growth of Indian retail
sector. The “India Retail Sector Analysis report helps clients to analyze the opportunities and
factors critical to the success of retail industry in India.

Indian retail industry is going through a transition phase. Most of the retailing in our country
is still in the unorganized sector. The spread out of the retails in US and India shows a wide
gap between the two countries. Though retailing in India is undergoing an exponential growth,
the road ahead is full of challenges

12
KEY CHALLENGES:

 LOCATION:

"Right Place, Right choice" Location is the most important ingredient for any business
that relies on customers, and is typically the prime consideration in a customers store choice.
Locations decisions are harder to change because retailers have to either make sustainable
investments to buy and develop real estate or commit to long term lease with developers. When
formulating decision about where to locate, the retailer must refer to the strategic plan:

o Investigate alternative trading areas.

o Determine the type of desirable store location
o Evaluate alternative specific store sites

MERCHANDISE:

The primary goal of the most retailers is to sell the right kind of merchandise and nothing is
more central to the strategic thrust of the retailing firm. Merchandising consists of activities
involved in acquiring particular goods and services and making them available at a place, time
and quantity that enable the retailer to reach its goals. Merchandising is perhaps, the most
important function for any retail organization, as it decides what finally goes on shelf of the
store.

PRICING:

Pricing is a crucial strategic variable due to its direct relationship with a firm's goal and its
interaction with other retailing elements. The importance of pricing decisions is growing
because today's customers are looking for good value when they buy merchandise and services.
Price is the easiest and quickest variable to change

TARGET AUDIENCE:

"Consumer the prime mover" "Consumer Pull", however, seems to be the most important
driving factor behind the sustenance of the industry. The purchasing power of the customers

13
has increased to a great extent, with the influencing the retail industry to a great extent, a variety
of other factors also seem to fuel the retailing boo

SCALE OF OPERATIONS:

Scale of operations includes all the supply chain activities, which are carried out in the business.
It is one of the challenges that the Indian retailers are facing. The cost of business operations
is very high in India.

KEY PLAYERS IN THE INDIAN RETAIL SECTOR:

The untapped scope of retailing has attracted superstars like WAL-MART into India, leaving
behind the keranas that served us for years. Such companies are basically IT based. The other
important participants in the Indian retail sector are Bata , Big Bazaar , Café Coffee Day ,
Khadim’s , Crossword , More , Star Bazaar , Reliance Fresh , Spencer , Gopalan Mall To Name
A Few.

RETAILING IN INDIA: A FORECAST

Future of organized retail in India looks bright. According to recent research, it is projected to
grow at a rate of about 37% in 2007 and at a rate of 42% in 2010. It will capture a share of 10%
of the total retailing by the end of 2010.
However, to compete in this sector one needs to have up -to-date market information for
planning and decision making. The second most important requirement is to manage costs
widely in order to least normal profits in face of stiff competition.

RETAIL INDUSTRY AND ECONOMY

 Retail business is the largest private industry.
 Retail is ahead of finance and engineering and contributes over 8% of GDP in the
western countries.
 Over 50 of the Fortune 500 and about 25 of the Asian top 200 complaints are retailers.
 Today in some developed countries, retail business has shares as large as 40% of the
market.

14
NEED FOR THE STUDY
Now day’s retail stores facing more competition in retailing business. Good store design
increases the visiting of more customers in to the store and increase the store goodwill, and
price also plays major factor to use the customer giving preference and selection of the store.
And as industry research has shown, there is much need to know the customer expectations,
customer buying behavior, customer preferences and their store choice’s (features) and we will
find out solutions for designing effective store which will getting more customers and getting
more profits.

SCOPE OF THE STUDY

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 research also helps in understanding the preferences of the customers. It would
help Big Bazaar in designing their marketing promoting sales.

OBJECTIVE OF THE STUDY

 To find out how the consumers spent their incomes, time on the purchasing of the
products.

 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.

15
LIMITATION OF THE STUDY
 The sample was limited to only customers who have made a purchase at big bazaar.
 As this survey was restricted to Bangalore this cannot be stated as an in depth research
on this subject.
 Quality verses price was not taken into the consideration.
 Basically, based on primary data, hence we cannot argue that research is applicable in
each condition, place and time.

16
CHAPTER 2

17
COMPANY PROFILE
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats
in both the value and lifestyle segment of the Indian consumer market. Headquartered in
Mumbai (Bombay), the company operates over 12 million square feet of retail space, has over
1000 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 like choice, convenience and quality
and Central, a chain of seamless destination malls. Some of its other formats include Brand
Factory, Blue Sky, all, Top 10 and Star and Sitar. The company also operates an online portal,
futurebazaar.com.

A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a large-
format home solutions store, Collection , selling home furniture products and Ezone 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 Retail Congress held in Barcelona. Pantaloon Retail is the flagship company of
Future Group, a business group catering to the entire Indian consumption space

FUTURE GROUP:

18
Future Group, led by its founder and Group CEO, Mr. Kishore Biryani, is one of India’s leading
business houses with multiple businesses spanning across the consumption space. While retail
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 12 million square feet of retail space in 71 cities and towns and 65 rural
locations across India. Headquartered in Mumbai (Bombay), Pantaloon Retail employs around
30,000 people and is listed on the Indian stock exchanges. The company follows a multi-format
retail strategy that captures almost the entire consumption basket of Indian customers. In the
lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a chain of
seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket format
that combines the look, touch and feel of Indian bazaars with the choice and convenience of
modern retail.

In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of a
hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and
Bangalore.

The group’s specialty retail formats include, books and music chain, Depot, sportswear retailer,
Planet Sports, electronics retailer, Ezone, home improvement chain, Home Town and rural
retail chain, Aadhar, among others. It also operates popular shopping portal, futurebazaar.com.

Future Capital Holdings, the group’s financial arm provides investment advisory to assets
worth over $1 billion that are being invested in consumer brands and companies, real estate,
hotels and logistics. It also operates a consumer finance arm with branches in 150 locations.

Other group companies include, Future Generali, the group’s insurance venture in partnership
with Italy’s Generali Group, Future Brands, a brand development and IPR company, Future
Logistics, providing logistics and distribution solutions to group companies and business
partners and Future Media, a retail media initiative.

The group’s presence in Leisure & Entertainment segment is led through, Mumbai-based listed
company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and
19
Bowling Co. and family entertainment centers, F123. Through its partner company, Blue Foods
the group operates around 100 restaurants and food courts through brands like Bombay Blues,
Spaghetti Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato. Future Group’s joint
venture partners include, US-based stationery products retailer, Staples and Middle East-based
Axiom Communications.

The group’s flagship company, 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 ‘Indianness.’ The
group’s corporate credo is, ‘Rewrite rules, Retain values.

AFFILIATE COMPANIES
Home Solutions Retail (India) Limited
Future Media (India) Limited
Future Logistic Solutions Limited
Future Axiom Telecom Limited
Pantaloon Food Product (India) Limited
Future General India Insurance Company Ltd
Future Capital Holdings Ltd
Future Bazaar India Ltd
Staples Future Office Products Private Ltd

Major Milestones

1987 Company incorporated as Manz Wear Private Limited. Launch of Pantaloons

trouser, India’s first formal trouser brand.

1991 Launch of BARE, the Indian jeans brand.

1992 Initial public offer (IPO) was made in the month of May.

20
1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format
launched across the nation. The company starts the distribution of branded
garments through multi-brand retail outlets across the nation.

1995 John Miller – formal shirt brand launched.

1997 Pantaloons – India’s family store launched in Kolkata.

2001 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket
chain launched.

2002 Food Bazaar, the supermarket chain is launched.

2004 Central – ‘Shop, Eat, Celebrate In The Heart Of Our City’ - India’s first
seamless mall is launched in Bangalore.

2005 Fashion Station - the popular fashion chain is launched

all – ‘a little larger’ - exclusive stores for plus-size individuals is launched

2006 Future Capital Holdings, the company’s financial is formed to manage over
$1.5 billion in real estate, private equity and retail infrastructure funds. Plans
forays into retailing of consumer finance products.Home Town, a home
building and improvement products retail chain is launched along with
consumer durables format, Ezone and furniture chain, Furniture Bazaar.
Future Group enters into joint venture agreements to launch insurance
products with Italian insurance major, Generali.Forms joint ventures with
French retailer, ETAM Group and US office stationery retailer, Staples.

2007 Future Group crosses $1 billion turnover mark.

Specialized companies in retail media, logistics, IPR and brand development

and retail-led technology services become operational.

Pantaloon Retail wins the International Retailer of the Year at US-based

National Retail Federation convention in New York and Emerging Retailer
of the Year award at the World Retail Congress held in Barcelona.

21
 Futurebazaar.com becomes India’s most popular shopping portal.

2008 Future Capital Holdings becomes the second group company to make a
successful Initial Public Offering in the Indian capital markets.

Big Bazaar crosses the 100-store mark, marking one of the fastest ever
expansion of a hypermarket format anywhere in the world.

Total operational retail space crosses 10 million square feet mark.

Future Group acquires rural retail chain, Aadhar present in 65 rural locations.

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

22
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

Big Bazaar:
At Big Bazaar Super center, customers can definitely get the best product at better price. It sells
variety of merchandise at affordable rates; the prices which it claims are lowest... Usually, the
items are clubbed together for offers to customers and it also offers weekend as well as monthly
discounts.

At Big Bazaar Super center one can a find variety of Departments as shown below.

 food bazaar

 general merchandise

 apparels or fashion @ big bazaar

 new business development

 depot

 home bazaar

 Navara’s

 electronics

these departments are managed by two departments. They are

 OPERATOIONAL DEPARTMENT

 SUPPORTING DEPARTMENTS

23
Big Bazaar, a part of the future Group, is a hypermarket offering a huge array of Goods of good
quality for all at affordable prices. Big Bazaar with over 140 outlets in a different part of India
is present in both the metro cities as well as in the small towns. Big Bazaar has no doubt made
a big name in the retail industry of India, moreover Shopping here is further made a memorable
experience with the varied rates of discounts on products as well as discount vouchers available
in a variety of amounts, like INR 2000, INR 3000, INR 4000, INR 5000 and INR 10000 on all
Big Bazaar products and Accessories.

The variety of product range in Big Bazaar Super center:

This large format store comprises of almost everything required by people from Different
income groups. It varies from clothing and accessories for all genders like men, Women and
children, playthings, stationary and toys, footwear, plastics, home utility Products, cosmetics,
crockery, home textiles, luggage gift items, other novelties, and also Food products and
grocery. The added advantage for the customers shopping in Big Bazaar is that there are all
time discounts and promotional offers going on in the Big Bazaar on its salvable products.

Future group (India) Limited, is India’s leading retailer that operates multiple retail formats in
both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai
(Bombay), the company operates over 7 million square feet of retail space, has over 1000 stores
across 53 cities in India and employs over 25,000 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 like choice, convenience and quality
and Central, a chain of seamless destination malls. Some of its other formats include, Depot,
Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10, bazaar and Star and Sitar.
The company also operates an online portal Futurebazaar.com.
Big Bazaar is not just another hypermarket. It caters to every need of your family. Where Big
Bazaar scores over other stores is its value for money proposition for the Indian customers. At
Big Bazaar, you will definitely get the best products at the best prices - that’s what they

24
guarantee. With the ever-increasing array of private labels, it has opened the doors into the
world of fashion and general merchandise including

Home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will
surprise you. And this is just the beginning. Big Bazaar plans to add much more to complete
your shopping experience.

Big Bazaar is a chain of hyper markets India, currently with more than 100 stores. It is owned
by the Future retail India ltd, Future Group. It follows the business model as Wal-Mart and has
considerable success in many Indian cities and small towns. The idea was pioneered by
entrepreneur Inshore Binyamin, the CEO of Future Group.

Currently Big Bazaar stores are located only in India. Moreover, the customer friendly
ambiance and the organized retailing of products also make Big Bazaar one of the successful
retail companies in India…

SWOT ANALYSIS:

STRENGTHS
 High brand-Equity in evolving retail markets.
 State of art infrastructure of the Big Bazaar outlets.
 Point of purchase promotions to increase the purchase.

25
  Variety of stuff under single roof increasing customer time and available
choices.
 Low price
 Customer service desk.
 Advertisement.

WEAKNESSES
 Unable to meet store opening targets.
 Falling of revenue per square feet.
 Less store space.
 Unavailability of branded items.
OPPORTUNITY
 Organized retail is just 8% of total pie of Indian market.
 Evolving consumer preference in recent years.
 Huge complexes offer shopping.
THREATS
 Competitors, Global big players planning to foray into the markets.
 Government policies are not well-defined in emerging markets like India.
 Unorganized retail market of India.

26
CHAPTER 3

27
LITERATURE RIVEW

Articles on CONSUMER BEHAVIOUR by Author MSG (ISO 2001:2015 Certified Education

Provider) :

CONSUMER BEHAVIOR: Consumer behavior is a branch which deals with the various stages
a consumer goes through before purchasing products or services for his end use.
Buying decisions of consumers also depend on the following factors:
- Messages, advertisements, promotional materials, a consumer goes through also called
selective exposure.
- Not all promotional materials and advertisements excite a consumer. A consumer does
not pay attention to everything he sees. He is interested in only what he wants to see.
Such behavior is called selective attention.
- Consumer interpretation refers to how an individual perceives a particular message.
- A consumer would certainly buy something which appeals him the most. He would
remember the most relevant and meaningful message also called as selective retention.
CONSUMER DECISION MAKING PROCESS:
A consumer goes through the following stages before purchasing a product or service.
1. Need
2. Information gathering
3. Evaluation of alternatives
4. Purchase of product/service
5. Post purchase evaluation
An individual can acquire information through any of the following sources.
- Personal Sources – He might discuss his need with his friends, family members, co
worker and other acquaintances.
- Commercial Sources – Advertisements, sales people, packaging of a product in many
cases prompt individuals to buy the same, displays (Props, mannequins)
- Public Sources- Newspaper, Radio, Magazine.
- Experiential Sources- Individual’s own experience, prior handling of a particular
product.

28
ROLE OF CONSUMER BEHAVIOUR IN MARKETING:
The marketer first identify his target consumers and understand their lifestyle, psychologies,
income, spending capabilities, mentalities to offer them a right product.
There are ideally two different ways which enable marketers to understand their consumers.
- Primary research and Secondary research.
Marketer must also take into account: Age group of consumers, geographical location
.lifestyle of consumers and social status of consumers.

CONSUMER BEHAVIOUR IN ADVERTISMENT:

The advertisement should show what the product is all about. It should, in a way give some
kind of information about its price, benefits, usage, availability and so on.
Advertisement meant for the younger people ought to be colourful and trendy for them to be
able to relate themselves with the product. Serious advertisements do not go very well with the
youngsters. It is essential to understand the mindsets, attitude and preferences of target
audience.

STATUS CONSUMPTION AND ITS IMPORTANCE FOR MARKETERS OF PREMIUM

GOODS:
In this context consumer products not only for their intrinsic value but also as status symbols
that are supposed to confer perceived and notional benefits like increased social recognition
and to move up the social ladder.
Hence, the concept of status consumption as a process of consuming goods and services by
status conscious consumers has gained traction in recent years.
It has been noted by many researchers that status consumption defies the concept of the rational
consumer who buys goods and services for economic reason alone.

SOCIAL MEDIA IMPACT ON CONSUMER BEHAVIOUR:

Bait and Switch model: This means that when consumers do enter these websites, at first they
are given free services. They are encouraged to use these services more and more. As their
usage increases, so does their social investment. Over time they develop a network of
individuals that they are very close to. Also they become habituated to these websites.
It is only the rise of social networks that has made such intimae connections between companies
and people possible. It is now possible for the companies to literally know their consumers on
a one-to-one basis.

29
To sum it up, social media networks are pure genius from a business point of view. However,
as a person prolonged usage is likely to make you unhappy and depressed.

Articles on BIGBAZAR by BUSINESS STANDARD:

- Big bazaar eyes home decor, kitchen segments to achieve Rs.2,000cr target:
Big Bazaar has always been seen as a shopping destination for food and, increasingly
of late, fashion. But its home section is still largely undiscovered and under leveraged,
by both existing as well as new shoppers. A new Campaign titled “Ghar Aaiye Na”
aims to make amends. The advertisement celebrates the small moments of joy that
families and friends discover within the four walls of a house through sharing and
caring, making it truly a “home”.

- Big bazaar to launch 100 stores in next one year as part of expansion plan:
Sunil Agarwal, Group CEO of Bollywood Producer Director Prakash Jha Group of
companies, said the Hi- tech City Centre Mall, which is being developed by Jha and
Industrialist R K Agarwal, would generate employment for 2,500 directly and indirectly
and generate revenue of Rs 30 to 40cr in taxes.
Th new store, spread over 32.989sq ft in the P & M Hi – tech City Center will be ideal
shopping destination for the customers.

- Bengal NRLM Joins hands with Big Bazaar to tap modern retail chain: Anandadhara –
The National Rural Livelihoods Mission in Bengal has joined hands with Big bazaar to
sell state specific and exclusive products before the festive season.
Initially its started with non-food products but later processed FMCG products will
follow. Anandadhara scheme with a final target to increase number of beneficiaries to
5,00,000.
Anandadharas agenda is to mobilize the rural poor and vulnerable people into self-
managed, federated institutions and support them for livelihood collectives.

- Big Bazaar plays the social card: The brand Big Bazaar is cheeky challengers that need
to snatch the advantage away from online marketplaces, snapping out a doubting,
naysayers who have predicted the end of brick and motor retail stores like big Bazaar.
Bow with his latest campaign, Nekikamahina (the month of good deeds), Big Bazaar
seems to be playing to his game plan.

30
 Article on BIGBAZAAR by ECONOMIC TIMES:

- Most Future brands hop on to Amazon:

The US – based online giant was in talks to acquire a stake in future Retail, which runs
more than 1,600 stores across foo, grocery and general merchandise. After the amended
foreign Ownership rules that bar ecommerce companies from holding shares in entities
selling on their platforms, Amazon is now in talks to buy a stake in Future Coupons.
Future consumer brands and retail format Big Bazaar are being aligned with Amazon
now, with delivery within two hours.
Both companies will now work closely in terms of warehouses, inventory management
and could even share back-end logistics.

31
CHAPTER 4

32
RESEARCH METHODOLOGY

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.

DATA COLLECTION METHODS:

Questionnaire and personal interviews are the methods that I have used for collecting the data.
The data for the study was collected through primary and secondary methods
Primary Methods:
Primary methods are those methods that provide first-hand information. The methods followed
were interview methods and questionnaire method
Interview method:

33
By this method the customers who purchases or who have been a customer at big bazaar were
asked questions regarding their satisfaction level, consumption pattern and their purchasing
decisions.
Secondary methods:
Secondary methods are those methods that provide already existing information of the past,
also called as second hand information.
Secondary data sources -
The secondary data sources have been collected from
Internet, website
Organizational report
Books
Journals
Business magazines.
MODE OF ANALYSIS
The instrument used for the data collection was in the form of questionnaire. The questionnaire
was used as it facilitates the tabulation and analysis of the data to be collected.
SAMPLE SIZE
Sample size is 100
SAMPLE AREA
Bangalore.

34
CHAPTER 5

35
ANALYSIS AND INTERPRETATION

1. How frequently do you visit Big-Bazaar?

FREQUENCY RESPONDENTS PERCENTAGE

ONCE IN WEEK 16 20%
ONCE IN 15 DAYS 15 18.75%
ONCE IN MONTH 47 58.75%
ONCE IN 2-3 MONTH 2 2.5%
TOTAL 80 100%

Frequently Visiting

90
80
Number of respondents

70
60
50 Series1
40 Series2
30
20
10
0
ONCE IN ONCE IN ONCE IN ONCE IN TOTAL
WEEK 15 DAYS MONTH 2-3
MONTH

INTERPRETATION:
The above table shows that 58.75% of the customers visit once in a month, 20% of the
customers visit once in week, 18.75% of the customers visit once in 15 days, 2.5% of the
customers visit once in 2-3 months.

36
 2. Which products do you purchase more often at Big-Bazaar?

PRODUCTS RESPONDENTS PERCENTAGE

CLOTHES 30 37.5%
FOOD-BAZAAR 26 32.5%
ELECTRONICS 12 15%
HOME-ITEMS 9 11.25%
ACCESSORIES 3 3.75%
TOTAL 80 100%

More oftenly purchasing

90
80
Number of respondents

70
60
Series1
50
Series2
40
Series3
30
20
10
0
1 2 3 4 5 6 7

INTERPRETATION:
Above Table shows that 37.5 % of the customers are purchasing Clothes at fashion
bazaar, 32.5% of the customers purchased food bazaar items, 15% of the customers purchased
electronic teems. 11.25% of the customers purchased home products. 3.75% of the customers
are purchased accessories.

37
 3.What is the main purpose of Purchase?

Particulars No. of respondents Percentage (%)

Personal usage/consumption 71 71%
To Gift 19 19%
Any other pl. Specify 10 10%
Total 100 100%

No. of respondents

71%
80%
70%
60%
50%
40% 19%
30% 10%
20%
10%
0% 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.

38
 4. What is the reason behind the purchase of products from Big-Bazaar?

REASON RESPONDENTS PERCENTAGE

BETTER-QUALITY 32 40%
LOW-PRICE 30 37.5%
VARIETY OF PRODICTS 12 15%
VARIOUS BRANDS 6 7.5%
TOTAL 80 100%

Reason of purchasing products

90
NUMBER OF RESPONDENTS

80 100%
70
60
50 Series2
40 80 Series1
30 40% 37.50%
20
32 30
10 15%
12 7.50%
6
0
BETTER- LOW-PRICE VARIETY OF VARIOUS TOTAL
QUALITY PRODICTS BRANDS

INTERPRETATION:
Above table shows that 40% of the customers approached big bazaar due to better-quality,
37.5% of the customers approached due to low-price of products 15% of the customers
approached due to variety of products, 7.5% of the customers approached due to availability
various brands.

39
 5. 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%

No. of respondents

9%
21%

Expensive
Competitive
36% Affordable
Reasonable
1.2

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.

40
 6.Which place do you like the most for shopping in the city?

Particulars No. of respondents Percentage (%)

Big bazaar 72 72%
Spencer 15 15%
Malls / Star Bazaar 3 3%
Reliance Fresh 10 10%
Total 100 100%

No. of respondents

3% 10%

Big Bazaar
15%
Spencer
Malls/Star Bazar
Reliance fresh
72%

INTERPRETATION:

From the survey it is observed the 72% of respondents for Big Bazaar, 15% of respondents for
Spencer, 3% of respondents from malls/star bazaar and only 10% of respondents are from
Reliance Fresh.

41
 7.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%

No.of respondents
Membership card,
Lucky draw, 20% 18%

Free parking offers,

9%

Discount card, 53%

Membership card Discount card Free parking offers Lucky 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.

42
 8.Which offer days do you prefer to shop at Big Bazaar?

Particulars No. of respondents Percentage (%)

Maha Bachat day 85 85%
Exchange offer day 15 15%
Total 100 100%

85
90
80
70
60 Maha Bachat
50 Exchange Offer Day
40
30
15
20
10
0
suggest any one to shop at big bazaar

INTERPRETATION:

From the above table we can conclude that the major numbers of respondents of 85% prefer to
purchase on Maha Bachat day, which comprises of 15% on Exchange offer.

43
 9.How is your overall experience in Big Bazaar?

Particulars No. of respondents Percentage (%)

Excellent 63 63%
Good 27 27%
Poor 10 10%
Total 100 100%

No. of respondents

70% 63%
60%
50%
40%
30% 27%
No. of respondents
20%
10% 10%
0%
No. of respondents
Excellent
Good
Poor

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

44
 10. Will Big-Bazaar provide more type of company products in one product category?

RESPONSE RESPONDENTS PERCENTAGE

YES 55 68.75%
NO 11 13.75%
NOT-MANY 14 17.5%
NONE 0 0%
TOTAL 80 100%

80 80

70
60 55
50
Numbe r of
40 RESPONDENTS
re sponde nts
30 PERCENTAGE
20
14
11
10
68.75%13.75%
17.50%00% 100%
0
YES NO- TOTAL
MANY

INTERPRETATION:
Above table shows that we conclude that the 68.75 customers are getting more products in one
category. 17.5% of the customers are not getting too-many products in one category... 13.75%
of the customers are not getting more products in one product category. NONE of the
customers can’t respond for none categories of products available in one product category.

45
 11. How do you suggest to Big Bazaar Management to making present Big Bazaar to
more attractive?

Particulars No. of respondents Percentage (%)

To maintain quality products 45 45%
Reasonable prices 25 25%
Giving more offers and discounts 25 25%
Convenience 5 5%
Total 100 100%

No. of respondents

5%
To maintain quality products
25%
45%
Reasonable prices

Giving more offers and

25% discounts
Convenience

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.

46
 12. Which source made you to buy products from Big-Bazaar?

SOURCE RESPONDENTS PERCENTAGE

F.M RADIO 2 2.5%
NEWSPAPER 10 12.5%
TELEVISION 48 60%
FRIENDS/OTHERS 20 25%
TOTAL 80 100%

source made purchasing products

F.M RADIO
TELE-VISION
NEWS PAPER
FRIENDS/OTHERS
TOTAL

INTERPRETATION:
Above table shows that 60 %of the customers buy products by source of Television,
25% of the customers are buy products by source (influenced by) of Friends & others, 12.5%of
the customers are buy products by source of newspaper. 2.5% of the customers buy products
by source of F.M radio

47
 13. 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. Cleanness of store ( ) ( ) ( ) ( )
2. flexibility in payment

mode ( ) ( ) ( ) ( )
3. staff helpfulness ( ) ( ) ( ) ( )

4. Spacious shop floor ( ) ( ) ( ) ( )

48
 - CLEANNESS OF STORE:

Satisfaction level No. of customers Percentage (%)

Highly satisfied 36 36%
Satisfied 22 22%
Neither satisfied nor dissatisfied 32 32%
Dissatisfied 12 12%
Highly dissatisfied 0 0%
100 100%

Satisfaction level based on Cleanness of store

40%
35%
30%
25%
20% 36%
32%
15%
22% Satisfaction level based on
10%
12% Cleanness of store
5%
0% 0%

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.

49
 - FLEXIBILITY IN PAYMENT MODE:

Satisfaction level No. of customers Percentage (%)

Highly satisfied 10 10%
Satisfied 80 80%
Neither satisfied nor dissatisfied 7 7%
Dissatisfied 3 3%
Highly dissatisfied 0 0%
100 100%

Satisfaction level based on Flexibility in

payment mode

3%
7% 10%
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
80%
Highly dissatisfied

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.

50
 - STAFF HELPFULNESS:

Satisfaction level No. of customers Percentage (%)

Highly satisfied 52 52%
Satisfied 8 8%
Neither satisfied nor dissatisfied 25 25%
Dissatisfied 12 12%
Highly dissatisfied 3 3%
100 100%

Satisfaction level based on Staff helpfullness

3%
12%

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
25% 52%
Dissatisfied
Highly Dissatisfied

8%

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.

51
 - SPACIOUS SHOP FLOOR:

Satisfaction level No. of customers Percentage (%)

Highly satisfied 9 9%
Satisfied 25 25%
Neither satisfied nor dissatisfied 40 40%
Dissatisfied 20 20%
Highly dissatisfied 6 6%
100 100%

Satisfaction level based on Spacious shop

floor

40%
40%
25%
30% 20%
20% 9% 6%
10%
Satisfaction level based on… Satisfaction level based on
0%
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.

52
CHAPTER 6

53
FINDINGS AND RECOMMENDATIONS:
 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.

 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 purchasing for the Purpose of Personal
use/consumption only.
 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 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 63% of the Respondents, and Good by 27% of the Respondents, Very few
rated as poor.
 Majority of the respondents are interested to visit Big Bazaar when compare to other
malls.

 Majority of the respondents prefer to shop on MahaBachat day

 As per the findings, 48% of the respondents get the awareness about Big Bazaar through
Television.
 As per the findings, maximum respondents are satisfied with the flexibility of
payments.
 As per the findings, Respondents would like to prefer more on the facilities like
Discount cards and Membership cards.
 As per the findings, Respondents are satisfied with the cleanliness of store and the
services provided in customer service desk.

54
RECOMMENDATIONS:

o The company must go for some more promotional activities rather than TV,
advertisement, hoarding and newspapers.
o Increase the food court and game’s section at big bazaar to increase the customer
shopping duration.
o 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.

o Big bazaar can improve their customer satisfaction level, by providing better service
like home delivery etc.

o Innovative packaging can give a company an advantage over competitors

o Increase the customer billing sections in store. (for fast transactions)

o The company has to conduct the periodical meetings with customers and take their
valuable suggestions.

o Sign boards which show restrooms and trail rooms should be visible to the customers,
and also trial rooms are to be increased.

o To attract more customers, big bazaar needs to offer more brands of products

55
CONCLUSION:

The study concludes that majority of the customers prefer shopping at big-bazaar, because of
product variety, quality, service facility, reasonable prices which make the customers feel more
comfortable in visiting the store again & again.

Customers shop more in the food bazaar and the men’s wear department in Big Bazaar.
Customers feel that Big Bazaar has variety of products available in various departments

Considering the fact that there are a lot middle class families in India, Big bazaar has had a
huge impact on the middle class section of India, the prices, quality and sales strategy has
helped in getting the middle income groups getting attracted towards Big Bazaar.

Big bazaar has been known for its great sale and great offers& discounts. Big bazaar has had
long lines of people waiting to get into the store for the sale. Therefore, the sales that Big Bazaar
has had increased in a huge way due to offers & discounts, thus this has been one of the main
advantages of Big Bazaar.

56
BIBLIOGRAPHY

Text Books

1). PHILIP KOTLER, “The principles of marketing”, Tata Mc Grew-Hill Publishing.

2). Willian.D.perreault, Jr. “Basic Marketing” E.J.erom.e.mccarthy.

3).sass A.SIVAKUMAR “Retail Marketing” Excel book’s publication.

4). C.R.KOTHARI, “Research Methodology” New age international publication, 2nd revised
edition.
5. Consumer Behavior: Albert J. Dells Bittas

6. Consumer Behavior: David L. Loudon

Articles:

Consumer Behavior: MSG (Managemet Study Guide)

Big Bazaar: Business Standard, Economic Times.

Websites:

www.consumerbehavior.com

www.bigbazaar.com

www.panthalone.com

www.futuregroup.com

57
58