PROJECT REPORT

ON

A Study on Consumer perspective and behaviour

towards changing lifestyle with respect to Big Bazaar.

Submitted in partial fulfilment of requirement of Bachelor of

Commerce in Honours B.COM (HONS).

Guru Gobind Singh Indraprastha University

B.COM (H), VI Semester
BATCH 2017-2020

Submitted to: Submitted by:

Ms.Dikshita Khathuria Manoj K
Tanwar
Assistant Professor 01424588817

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL

KALKAJI, NEW DELHI

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 ACKNOWLEDGEMENT

The present work is an effort to throw some light on “A Study on Consumer

perspective and behaviour towards changing lifestyle with respect to Big
Bazaar.”

With deep sense of gratitude, I acknowledge the encouragement and guidance

received by my project guide Ms. Dikshita Khathuria. She has been a constant
guiding force and source of illumination for me. Without her supervision and
motivation, the work would not have been possible. I would like to thank her for
her valuable advice and guidance.

I am also thankful to all the respondents who spared their valuable time for
helping me out in this project.

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 STUDENT’S UNDERTAKING

I hereby certify that this is my original work and it has never been submitted
elsewhere.

Manoj K Tanwar
01424588817

3
 CERTIFICATE OF COMPLETION

This is to certify that the project work titled “A Study on Consumer perspective
and behaviour towards changing lifestyle with respect to Big Bazaar.” is a
work of Manoj K Tanwar enrolment no. 01424588817 who carried out the project
under the partial fulfilment for the award of the degree of B.com (Hons) of
JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL under my guidance.
This project work is original and not submitted earlier for the award of any
degree/ diploma or associate ship of any other University/ Institution.

Ms. Dikshita Khathuria

Assistant Professor

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 CONTENTS

CONTENTS PAGE NO.

ACKNOWLEDGEMENT 02
EXECUTIVE SUMMARY 06
INTRODUCTION 08
OBJECTIVES 21
LITERATURE REVIEW 23
RESEARCH METHODOLOGY 26
LIMITATIONS 30
PROFILE OF THE ORGANISATION 32
DATA ANALYSIS AND INTERPRETATION 50
FINDINGS 61
RECOMMENDATIONS AND CONCLUSION 63
APPENDICES 66
BIBLIOGRAPHY 71

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EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

6
Big Bazaar offers a wide range of merchandise including fashion and
apparels, food products, general merchandise, furniture, electronics, books,
fast food and leisure and entertainment sections. The objective of the study is
to study Consumer perspective and behaviour towards changing lifestyle
with respect to Big Bazaar.

Consumer perspective is a way of looking at life through eyes that have been
categorised as 'mad' or distressed enough to require intervention from a mental
health professional.

Consumer behaviour is the behaviour displayed by the consumers during the

acquisition, consumption and disposition of products, services, time and ideas
by decision making units.

Research type in this project is exploratory and descriptive, data collection is

primary and secondary both, sample size is 50 clients and research tools are
pie charts and bar graphs.

Key findings are that rise in income of consumers is changing their lifestyle
and their behaviour in purchase decisions.

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 CHAPTER – 1

INTRODUCTION TO THE TOPIC

INTRODUCTION:

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What is 'consumer perspective'?

Consumer perspective is a way of looking at life through eyes that have been
categorised as 'mad' or distressed enough to require intervention from a mental
health professional.

Such a perspective is acquired as a result of receiving, or being unable to receive

when you wish to, services in the mental health system. It is based on a belief that
as individual consumers we are 'the experts' about our own life and carry the
wisdom to best articulate our own needs if we are accorded the time, space and
means to do so.

Sometimes consumer perspective is called 'the expertise of lived experience' which

is often under-recognised and even undermined by the social institutions that govern
contemporary social life.

It's an idea that developed out of a collective consciousness and political solidarity
that grew from the consumer/survivor movement and provides a way of looking at
the world from the point of view of a group that has been marginalised and
discriminated against.

Consumer perspective is about 'belonging' and reclaiming citizenship using the

language and terms defined by the group for itself.

Consumer perspective is also:

 that 'hard to define' camaraderie that draws people together in an acute unit
and the recognition that any oppression we face is a shared oppression;
 an intangible recognition that happens in services which leads us not to 'dob
on' each other;
 the allowance we give everyone to define what is happening for them in their
own way;
 a healthy questioning of taken for granted definitions of 'professionalism';
 knowing and believing in the concept of consumer 'common-sense';
 A historically wary way of looking at the world.

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Consumer perspective is not about:

 interpreting others' behavior using the tools supplied by the medical

establishment;
 blindly accepting the language supplied by the medical model;
 assuming any one of us can speak for others;
 Setting up our own groups and organizations which merely imitate the
inequitable power relationships we have experienced in services .

We have an infinite number of different views within consumer

perspective

This is important to keep in mind because people often confuse an individual

consumer's experience with 'consumer perspective' (so, for example, if one
consumer is happy with a service, they might say "consumers are happy with our
service"). This has implications for consumers representing other consumers.

We can offer our consumer perspective - speaking from the lived experience, and
stressing the importance of this lived experience being respected. Our views are
shaped by:

 Social Institutions: We use this term to include governments, the family, the
media, legal systems, etc. It is impossible to live in the social world without
being influenced by social institutions. Each of us is affected differently,
depending on our position within these institutions.
 Personal History: Our own personal history affects our views too. This
includes our childhood, whether we lived through child abuse or neglect,
sexual abuse, absent parents or anything else that deeply affected our ability
to operate within the institutions of our community. Personal history doesn't
stop with childhood - we make it every day, and every day it continues to
make us.
 World View: The modern world is fast changing, fragmented and stressful.
To survive as individuals and as a culture we need a way to understand new
information - sometimes called our "world view". It helps us see the big
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 picture, make decisions about what information is important and what can be
discarded; what becomes a priority; what is worth fighting for; whether we are
convinced by medical definitions of what is happening in our lives and
whether we choose to become politicised as consumers or whether we put
our energy somewhere else.

BRAND LOYALTY: THE POSITIVE CONSUMER PERCEPTION

What drives brand loyalty?

The psychology behind human behavior as it pertains to brand selection can be

both rudimentary and complicated at the same time. In order to understand the
psychology of brand preference, it is necessary to understand:

• A basic communications model and the process of receiving/filtering messages.

• A distinction between spurious and true brand loyalty.

• Several truisms concerning how a brand is positioned in the marketplace

revealed the challenges with marketing to the human mind.

INFLUENCE OF BRAND POSITIONING ON CREATING

CONSUMER

PERCEPTION

"A strong brand position means the brand has a unique, credible, sustainable,
and valued place in the consumer's mind. It revolves around a benefit that helps
your product or service stand apart from the competition.” Scott Davis, Brand
Asset Management.

Organizations seek to develop and project brand perceptions based on internally

driven needs and goals. In Jack Trout's book "Differentiate or Die,” he presents
evidence that supports his theories on consumer behaviour and interpretation.

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Although these concepts seem self-evident on the surface, organizations tend to
ignore these immutable laws in their daily branding activities.

IMPACT OF CONSUMER PERCEPTION ON BUYING BEHAVIOR

FOR

DESIGNER JEWELLERY IN INDIA

In India, it was always the trusted family goldsmith to whom all jewellery
designing and making was entrusted. Besides, in India, jewellery has always
been an investment first and an ornament second. A label for a jewellery piece
was unheard of decades ago. It was the family run jewellery stores who dictated
the designs or the karigar (designer) who was willing to make a copy from a
photograph in a magazine.

CONSUMERS` PERCEPTION AND THEIR ECONOMIC

BACKGROUND

The target audience plays a very important role in the success of the product.

The markets today are overflowing with multiple choices but the consumer takes
his pick according to his financial capacity. The size of the dent in his pocket
makes him prioritize his needs. For example: In spite of there being number of
shampoos in the market, an average middle class family chooses to buy sun silk
because it fits into their monthly budget. However the key word here is necessity
over want.

In comparison, a more well off family would use a better brand because end
result is of more importance to them. So the point to be noted is that the brand
preference depends on the monetary capability of the consumer. Usually a
product and its brand image also signify the social status of its consumer.

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CONSUMER BEHAVIOR:

One thing that we have in common is that we all are consumers. In fact
everybody in this world is a consumer. Every day of our life we are buying and
consuming an incredible variety of goods and services. However, we all have
different tastes, likes, dislikes, and adopt different behavior patterns while
making purchase decisions.

The term consumer behavior refers to the behavior that consumers display in
searching for purchasing using evaluation and disposing in searching for
purchasing using evaluating and disposing of products and services that they
exact will satisfy o how individuals make decisions to send their available
resources (time, money and effort) on consumption related items. It includes
the study of “What they buy”, ”Why they buy”, “When they buy it”, “Where they
buy it”, “how often they buy it” and “how often they use.

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

scholars & researchers as:

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

consumption and disposition of products, services, time and ideas by decision
making units.
2. It is the body of knowledge which studies various aspects of purchase and
consumption of products and services by individuals with various social and
psychological variables at play.
3. The behavior that the consumers display in searching for, purchasing, using,
evaluating and disposing of products and services that they expect will satisfy
their needs.
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 4. The process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so as
to satisfy their needs and desires.
5. The activities directly involved in obtaining, consuming, and disposing of
products and services, including the decision processes that precede and
follow these actions.
6. The American Marketing Association (AMA) defines consumer behavior as
“The dynamic interaction of cognition, behavior & environmental events by
which human beings conduct the exchange aspect of their lives.

Consumer behavior is helpful in understanding the purchase Behavior and

preferences of different consumers. As consumers, we differ in terms of sex
age, education, occupation, income, Family setup, religion, nationality and
social status. Because of this different background factors, have different
needs and we have only buy those products and services, which we think, will
satisfy our needs.

A MODEL OF CONSUMER BEHAVIOUR:

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

of complex interplay of a number of variables. The starting point of the decision
process is provided by the company’s marketing stimuli in the shape of
product, promotion, and price and distribution strategy. Consumer often
purchase new products that are associated with a favourable viewed brand
name.

The term consumer behavior refers to the behavior that consumer display in
searching for purchasing, using, evaluating and disposing of products and
services that they expect will satisfy these needs. The study of consumer
behavior in the study of how individuals make decisions to spend their available
resources (time, money, effort) on consumption related items. It includes the
study of “what they buy”, “why they buy”, “when they buy”, “where they buy”,
“how often they buy” and “how they use”.

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 Consumer
Decisions
Product
Choice
Purchasing
Timing
Purchasing
Amount
MODEL OF CONSUMER BEHAVIOUR

Marketing Other
stimuli
stimuli

Consumer Consumer Decision Process

Product
Characteristics Economic
Price Cultural Technological Problem recognition
Place Social Political Information
Promotion
Personal Cultural Search
Psychological Evaluation
Decision post
Purchase
Behaviour.

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FACTORS INFLUENCING CONSUMER BEHAVIOR

CULTURAL FACTORS:

Culture: Culture is the most fundamental determinant of a person’s wants and

behavior like set of values, perceptions, preferences and behaviors through his
or her family member.

Subculture: social classes are relatively homogeneous and enduring divisions

in a society which are hierarchically ordered and whose members shares
similar Values, interest and behavior and social classes includes upper class,
middle class and lower class.

SOCIAL FACTORS:

References Groups: A persons reference groups consist of all the groups that
have a direct (face to face) are indirect influence on the person’s altitude or
behavior. This group to which the person, belongs and interacts.

Personal Factors: A consumer decision also influenced by personal

characteristics notably the buyers age & life cycle stage, occupation, economic
circumstances, life style and personality and self-concept.

PSYCHOLOGICAL FACTORS:

Motivation: A person has many needs at any given time. Some needs are
biogenic. They arise from psychological states of tension such as hunger, tryst
and discomfort.

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

selects, organizes, intercepts, information, inputs to create a meaningful picture
of the world.
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SOURCES OF INFLUENCE OF THE CONSUMER:

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

for granted, but they are significant. An American will usually not bargain with a
storeowner. This, however, is common practice in much of the world. Physical
factors also influence our behavior. We are more likely to buy a soft drink when
we are thirsty. For example, and food manufacturers have found that it is more
effective to advertise their products on radio in the late afternoon when people
are getting hungry.

A person’s self-image will also tend to influence. What he/she will buy? An
upwardly mobile manager may buy a flashy car to project an image of success.
Social factors also influence what the consumers buy-often, consumers seek to
imitate others whom they Admire, and may buy the same brands, the social
environment can include both the mainstream culture (e.g., Americans are
more likely to have corn flakes/ham and eggs for brake past than to have rice,
which is preferred in many Asian countries) and a sub culture (e.g., rap music
often Appeals to a segment within the population that seeks to distinguish itself
from the main stream population).

Thus sneaker manufacturers are eager to have their products worn by admired
athletes. Finally, consumer behaviour is influences by learning – you try a
hamburger and learn that it satisfies your hunger and tastes good, and the next
time you are hungry, you may consider another hamburger.

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

Perhaps, for example, your car is getting more difficult to start and is not
accelerating well. Information search- what are some alternative ways of
solving the problem? You might buy a new car, buy a used car, take your car in
for repair, ride the bus, ride a taxi, or ride a skateboard to work.
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A customer can obtain information from several sources:

Personal sources: family, friends, neighbours etc.

Commercial sources: advertising, sales forces retailers, dealers,

Packaging, point-of sale displays.

Public sources: newspapers, radio, television, consumer organizations,

Special magazines.

Experimental sources: handling, examining, using the product

Internal and external search for information to make a decision

Internal search: Scan memory.

External search: shopping, personal sources, public media, Advertisements

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

for long distances and for rainy days.

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

product to the store because you did not find it satisfactory), in reality, people
may go back and forth between the stages. For example, a person may
resume alternative identification during while evaluating already known
alternatives.

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

Whether to buy?

Which product to buy?

Which brand to buy?

Where to buy it? And

When to buy?

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Changing lifestyle and its Implications

The general human tendency is always to follow the latest prevailing fashion in
all walks of life. Fashions keep changing depending upon the shifting likes and
dislikes of people. So too their lifestyles. What was to fashion a few years ago
is not considered so now, and the current fashion trends yield place to newer
concepts a decade hence.

In India, as elsewhere, the general lifestyle has changed a lot over the years.
There is no more the decades-long secluded and conservative attitude among
women. This is more than evident in their dressing style. In fact, the current
wave is from the unobtrusive to the exhibitionistic, bordering on the narcissistic.
The men folk too have a changed outlook and follow a whimsical life pattern.
The trend got intensified with the complete disintegration of the traditional joint
family system. The resultant tiny, independent family units that remain cut off
from their moorings started behaving in an unorthodox and wayward manner.

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Another noticeable feature of the emerging situation is the keenness with which
people from rural areas and small towns migrate in large numbers to
metropolitan centers seeking better fortunes. There were days when the people
were self-sufficient with enough resources to fall back upon. But, as the family
grew in size, reducing the means of sustenance in the process, they felt
constrained to leave their hearth and home and settle forever in prospering
cities.
Technology growth accelerated the migration process. The ubiquitous
computer, with an easier access to the Internet and advanced software
facilities, has virtually transformed the industrial scenario at the global level,
throwing up enormous job opportunities for the young and talented. It is but

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natural then for the technically qualified Indian youth to prefer overseas
employment. Nay, most of them are indeed crazy about foreign assignments.

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 CHAPTER: 2

OBJECTIVES OF RESEARCH

The objectives of the Project are:

1. To study and analyse consumer shopping behaviour while purchasing from

Big Bazar.
2. To assess the behaviour level of different type of customers shopping at Big
Bazaar.
3. To find out how the consumers spent their incomes, time on the purchasing of
the products.

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23
 CHAPTER: 3

LITERATURE REVIEW

Teleological Behaviorism (Foxall, 2007):

Foxall states that mind equal behaviour and   sequences or patterns of behaviour
rather than single acts. This implies that mental phenomena such as intentions,
attitudes as well as pain are all defined as extended patterns of behaviour. When
pain is taken as an example, people know that somebody else is in pain because of
the behaviour the other person emits: grimacing, groaning, holding his arm, etc. “A
whole series of final causes may each be nested within one another, diffused over
time, the whole sequence being necessary to a full explanation of the behaviour that
produced them”. He points out that   in order to understand the full complexity of

24
behavior’s consequences, a significant elapse of time may be required, as the
events that explain behaviour are temporarily extended, it will take time for the whole
sequence to be completed and with that understand behaviour.

Radical Behaviorism (Christopher 1989):

According to Christopher the learning history refers to past experiences – both
positive and negative – of the consumer. Additionally, it accounts for personal
factors influencing the consumer’s choice, such as: the ability to pay, consumers’
mood, impulsive buying and deprivation. On the other hand, three possible
consequences of consumer behaviour, respectively; utilitarian reinforcement,
informational reinforcement and aversive consequences. Utilitarian reinforcement
refers to the satisfaction consumers perceive when buying, owing and consuming
economic goods. Informational reinforcement as an outcome of consumer behaviour
relates to the feedback on the purchase which connects the consumers’ choice to
the social status that comes with it.

Attitudes (Fishbein, 1980):

In the purchase stage, there is attitude in the consumers’ mind. Without attitude, an
alternative brand may be purchased. Good attitude towards the product might move
to a purchase decision. Attitude is connected to behavioral intention and buying
forecast. Attitude is what we can feel about a concept that could be a person, a
brand, a category, an ideology or other things we can think about and applying
feeling into. Many writers agree that attitude is an evaluation. Attitudes are
individuals’ broad evaluations of a concept or subjective assessments of an idea.
Attitude can be the most important factor in consumer decision process because
they theoretically conclude that a consumer evaluation of an object.

Information processing perspective (Kassarjian, 1981):

The information processing perspective indicated that consumer act as problem-
solving ‘cognitive’ individual researching for a reasoned decision. He describes that
consumers are expected to apply their cognitive resources in creating ‘beliefs’
(cognitive part) about the attribute of a product, which may result of the progression
of an overall feeling (affective part) in the sense of liking/disliking product.
Consumers with a positive ‘attitude’ to a product are expected to be more willing to
25
consider purchasing in (cognitive part) than consumers with less positive attitude to
the same product. Emotional perspective Emotion is not the response of an
evaluation process in buying a product, but it is an effective reaction to consumers’
perceptions of stimuli in the environment.

Habitual Buying Behaviour (Armstrong, 2005):

Contrariwise, in this type of buying behaviour consumers have lesser levels of
involvements.  It implies that consumer do not have to bother to retrieved information
about the available products and brands in the market. So therefore, there are no
potential differences between the different brands. Whether this factor will have
damaging effects on Dixons will be analyze at the findings and analysis chapter
below. Because of the less level of involvement, in habitual buying behaviour
consumers don’t often go to the stores to purchase product. However, some
believed that if the consumer persistently purchasing the same product repeatedly, it
becomes habit and their mindsets and perceptions changes overtime about the
brand and the provider. This conception will portray the consumer to have
unconscientiously developed a brand loyalty to that particular brand due to the
consumer regular buying habits.

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 CHAPTER 4

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research methodology is the specific procedures or techniques used to

identify, select, process, and analyse information about a topic. In a research
paper, the methodology section allows the reader to critically evaluate a study’s
overall validity and reliability.

REASONS FOR WIDE USE OF THIS METHOD:

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  It can secure both quantitative and qualitative information directly from the
respondents.
 It is the only method of directly measuring attitudes and motivations.
 It is quite flexible in terms of the types of data to be assembled, the method of
collection or the timing of research.

Meaning of Research

According to D. Slessinger and M. Stephenson in the Encyclopaedia 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:

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Diagnostic Research studies determine the frequency with something occurs or
its association with something else.

In this project, information pertaining to customer needs satisfaction and their

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

1) Primary data:

Meaning: Primary sources of data are the data which needs the personal
efforts of collect it and which are not readily available.

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

The data was collected from:

Questionnaires: It is the set of questions on a sheet of paper was being given to fill
it, bases on which the data was interpreted.

2) Secondary data:

Secondary sources are the other important sources through which the data
was collected.

These are the readily available sources of the data where one had need not
put much effort to collected, because it is already been collected and part in
an elderly manner by some researcher, experts and special.

The secondary sources helpful for the study were

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

2) Newspapers were also referred.
3) Business magazines were referred.

3) Sample size:
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By using judgment random sampling technique 50 respondents are selected for
the purpose of the study.

4) Sample population :

Sample population were the customers of Big bazaar.

5) Research instrument:
The data for this research study was collected by survey technic using
questionnaire.

6) Collection of Data:
Questionnaire is the method that I have used for collecting the data.

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 CHAPTER 5

LIMITATIONS OF THE STUDY

LIMITATIONS

1. Time has been a major constraint throughout the study.

2. The respondents are the customers of Big bazaar, hence their responses are
subject to personal bias and hence cannot be generalise.
3. The consumer behaviour varies according to different products.
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4. Quality verses price was not taken into the consideration.

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 CHAPTER 6

PROFILE OF THE ORGANIZATION

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.

33
  Allover India, Big Bazaar attracts a few thousands customers on any
regular day.

BIG BAZAAR LOGO:

Figure 6.5

Big Bazaar – is se sasta aur accha kahin nahi

Type – subsidiary of Pantaloon Group

Founded – 2001

Headquarters – Jogeshware, Mumbai, India

Industry – retail

Products – department stores

Parents – Future Group

Website – http://www.bigbazaar.com

Company Profile

•Big Bazaar is part of Future Group founded in 2001.

•Big Bazaar is a chain of hypermarket in India.

•There are 214 stores across 90 cities and towns in India covering around 16
million sq.ft. Of retail space

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 •Big Bazaar offers a wide range of merchandise including fashion and
apparels, food products, general merchandise, furniture, electronics, books,
fast food and leisure and entertainment sections.

Location:

•The store of Big Bazaar, which we have visited, are situated in Shara Mall and
SPAZEDGE Mall.

•Both the malls are established in the heart of the city or where usually
consumers goes for shopping.

•In both Shipra and Aditya Mall, Big Bazaar is present on the First Floor, facing
the entrance, hence, attracting the visitors.

Trade area analysis:

Primary Trade Zone: Usually 2-3 miles radius covers all customers from
Sushant Lok and from the nearby areas like college students of different
colleges etc. SPAZEDGE MALL, covers up by people from Sikanderpur and all
the nearby residential areas of Gurgaon etc. Overall 70-75% of customers are
covered within these areas.

•Secondary Trade Zone: Usually 3-7 miles radius covers all customers of
nearby areas like Sector 47, Sector 55 and other nearby areas. Overall 20% of
customers get covered through these areas. •Tertiary Trade Zone: Usually 15-
20 miles radius covers all customers from areas, which are far apart. Overall
10% of customers are covered through these areas.

Target market:

•It mainly targets all types of consumers to full their every kind of needs.

•They have different section for apparels at “Fashion Big Bazaar” which mainly
focuses on the new, stylish and fashionable clothes for all age group
customers.

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Strategy:

WEDNESDAY BAZAAR Big Bazaar introduced the Wednesday Bazaar

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

Offers and Implementations:

SABSE SASTA DIN: Big Bazaar introduced the concept of "Sabse Sasta Din".
The idea was to simply create a day in a year that truly belonged to Big Bazaar.

MAHA BACHAT: Maha Bachat as a single day campaign with attractive

promotional offers across all Big Bazaar stores. It has attractive offers in all its

36
value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar and
Furniture Bazaar

THE GREAT EXCHANGE OFFER: Big Bazaar launched "The Great Exchange
Offer", through with the customers can exchange their old goods in for Big
Bazaar coupons. Later, consumers can redeem these coupons for brand new
goods across the nation.

Store Layout and Design:

•The store layout and design is perfect in creating image in the minds of the
customers.

•Planograms store design-providing lots of space for customers to walk and

see varieties of products without any difficulty. •It is designed just like
convenience stores to make people feel that they are shopping in their local
streets.

Visual Merchandising

Idea oriented Presentation

•Different section of apparels having all types of apparels for men, women, kids
etc.

•Different section for electronic goods, toiletries products, etc.

ColourPresentation

•Warm colors like red and yellow to produce vibrant, emotional and hot active
response

•cool colors white and blue to have a peaceful, gentle and calm effect.

Music Control the pace of store traffic, create an image and attract or direct
consumer attention. Lightning Highlight merchandise and structure space in
efficient way. It captures a light mood of customers.

Fixtures

•Straight rack to hold lots of apparels

37
•Gondolas are good for food and grocery

Store Ambience

Food Bazaar

The ambience of the store is like a convenience store. The whole setup
provides freedom to the people in selecting the products of their choices.

Fashion Big Bazaar

•As per the tagline, “Isse sasta aur achcha kahin nahi”, the merchandises are
also available at very less prices.

•They are placed in a bulk form in different types of fixtures and the
atmosphere of the store is very calm and the colors and music used, displays
the message and logo of big bazaar and also suits the taste of Indian
customers.

•But, sometimes, the ambience sounds bit boring and unpleasant because of
repeated music, unchanged colors and stuffs. This area needs some
improvement.

Signature used by company:

•Advertising is done by newspaper, television and through hoardings.

•Hoardings at public places helps in attracting huge masses of people from

various places.

38
Pricing Strategy:

Value Pricing (Every Day Low Price) Promotional Pricing

•Low Interest Financing

•Psychological Discounting

Bundling (Offering several products for sale as one combined product)

Life at Big bazar:

Working with Big Bazaar gives you an opportunity to be part of a family with a
unique culture and beliefs. Drawing from the vision of modern Indian retail, we have
built a company that our people are proud of and our customers and communities
value. The Big Bazaar group family includes over 35,000 employees from a large
cross-section of social and economic strata. We nurture our employees for the long-
term, ensuring their passion and commitment leads to outstanding professional
growth. Big Bazaar has attained a leadership position in the retail space by
promoting an environment of collaboration and meritocracy - an environment that
makes challenges enjoyable and rewarding every day. We believe that people give
their best when they are satisfied with all aspects of their lives. With an inclusive and
39
richly diverse workforce, we offer a vibrant, energetic and achievement-oriented
environment. Our community of the best and brightest professionals works as a
collaborative team that is empowered to act in the best interests of customers.

WHY BIG BAZAAR?

Indian retail sector is witnessing one of the most hectic Marketing activities of all
times. The companies are fighting to win the hearts of customer. There is always a
‘first mover advantage’ in an upcoming sector. This advantage goes to “BIG
BAZAAR” in India. It has brought about many changes in the buying behavior of
people as Big Bazaar provides all items in one roof at low rates.

The consumer’s preferences are changing & they are moving from shops stores to
Modern Retail outlet. It’s the main challenge to the Modern retail outlets to attract the
customers towards them from that of competitors. To attract more customers
companies have to carry out the promotional activities in unique way. BIG BAZAAR
has maintained that uniqueness & has succeeded in attracting customers.

The promotional activity of the company, which famous as Less Price than others as
it says ‘Nobody sells cheaper and better! ‘Is made its place in minds of customer. As
the competition is becoming stiff in the market the activities conducted by the
company are unique, that have brought fruitful result to the company. Among them
sales Promotions is one of the leading activity or unique among all other activities &
has high influence on the customer walk-in.

PRODUCT:
Big Bazaar offers the maximum variety for every category of product. The product is
the same in every store in the city but the brand options are more in Big Bazaar and
the quantity for each product is not limited to large packs only. The commodities sold
by the retail chain includes its “own products” which get a ready distribution network.
The own products of Big Bazaar include My World fashion magazine which is not
available anywhere else. So costs are very low for such products.

40
PRICE:
Price is the critical point in a competitive industry. Big Bazaar works on a low cost
model. It considers its discounted price as its USP. There is an average discount of
6-8% on all items in respect to their MRP. Prices of products are low because it is
able to secure stock directly from the manufacturer. There are huge synergies in
terms of bulk purchasing, transportation and central warehousing. These all factors
are very helpful for the retailers to keep low prices.

PLACE:
Place means the location of the business. Big Bazaar has always worked on cheap
locations. It targets semi-urban population with its placement. Its strategy is to find a
low-cost location and it never goes for hot spots in the city. It relied on promotional
activities to make up for unattractive locations. Another strategy used by Big Bazaar
to overcome location disadvantage is use of internet. It has launched a merchandise
retailing website www.futurebazaar.com which targets high-end customers ready to
use credit cards. The promotion of this website is done through advertisement on
Google. The website is put as sponsored link.

PROMOTION:
Big Bazaar has huge promotion budgets. The biggest idea behind all advertisements
is to make people do bulk shopping. There are 2 types of promotional strategies of
big bazaar. One is the advertisement which promotes the brand and creates
awareness towards people. It is not targeted at promoting each store but only
creates an image of Big Bazaar as low-cost shopping option. The store has
advertised through TV, road shows and also started reality show-typed promotional
campaign “The Big Bazaar Challenge.” Promotions like “Sabse Sasta Din”(Cheapest
Day) are a very successful strategy to get good results. In this products across
categories such as furniture, electronics, utensils, apparels and food products at the
lowest possible prices, coupled with attractive promotional schemes. Some of the
most attractive offers being a 20-litre branded microwave oven with grill for Rs
2,399, jeans and trousers for Rs 199 and HCL laptops for Rs 22,800.

41
CURRENT POSITIONING STRATEGY OF BIG BAZAAR:
Big Bazaar is holding a strong position in the market and is growing very fast. It
captures the maximum Indian market and with a strong financial background and it
has to go a long way through.

The low price strategy it is successfully running its business all over India and is still
growing bigger and bigger. The following graph shows the Product Life Cycle of Big
Bazaar which is currently at the growth stage.

“Cheap prices are a luxury for the rich but a necessity or a need for
the poor.”
So Big bazaar has understood the need of a vast population of the upper middle
class and middle class people of the country and in fact no matter how rich a person
is wherever he/she can get good brands at a cheaper rates they will be attracted
towards it whether an average or a rich person.

RETENTION STRATEGY:
Big Bazaar strive to foster a feeling of well-being in their employees through care
and respect, Big Bazaar have several structured processes including employee
mentoring and grievance management programmers which are intended to facilitate
a friendly and cohesive organization culture. Off -site activities are encouraged to
improve interpersonal relationship. Big Bazaar also acknowledge the efforts exerted
by their employees by organization an annual celebration called ‘Pantaloon Day’
where Big Bazaar recognize employees who have shown exceptional talent,
sincerity and dedication. Big Bazaar have implemented an employee suggestion
programme called ‘Prerna’ wherein the employee can give their suggestions. Every
quarter the best suggestion received per zone per format is awarded prize called
‘Golden Cap’.

42
ADVERTISING: THE ESSENTIAL OF BRAND BUILDING
PROCESS-
Advertising is an essential component of brand building. The advertisement and
brand building is done through various ways, the techniques used are:

Tag-line: Big Bazaar tag-lines are the key components of advertising. These tag-
lines are modified according to demographic profile of customers. These catch-
phrases appeared on hoardings and newspapers in every city where Big Bazaar
was launched.

Print Ads: Big Bazaar newspaper advertisements are present just before launch of
any new scheme.

TV Ads: Kishore Biyani spends a lot of money in brand building exercise. Big Bazaar
commercials are shown on various channels in India. Presently, Fashion at Big
Bazaar commercial is aired.

Road-side Advertisements: Big Bazaar bill-boards are displayed on prime locations

in various cities as a brand building exercise. They display the catch-phrases now-a-
days.

Radio Ads: This technique is used in cities like Sangli (Tier 1 / Tier 2 cities).Now-a-
days, it is replaced by advertisements on FM channels. This informs customers
about all new happenings at Big Bazaar.

43
For example:
The departmental store chain Big Bazaar has launched a commercial sometime
back to promote ‘The Great Exchange Offer’. The commercial portrays how
customers can exchange any old and broken items (junk) and get new products at a
discounted price from Big Bazaar.

Customer can get the amazing prices for junk. The month of January and February
is generally a low-key affair in terms of customer footfalls and revenue generation.
Innovative, out of the box promotions is one of the effective ways to draw customer
attention and shore up the revenue. Historically Exchange schemes have been used
to induce better sales; it also has a strong appeal with the Indian mindset of getting
value even for their junk, states an official release from Big Bazaar.

Opportunities:
Big Bazaar can enter into production of various products due to its in depth
understanding of customers’ tastes and preferences.

Nowadays people prefer going to one big store and buy everything instead of visiting
different places for different items and waste time. So Big Bazaar can expand the
business in smaller cities as there is a lot of opportunity.

Lot of potential in the rural market.

Threats:
High business risk involved: Big Bazaar investment is very large so it is obvious that
there is high business risk involved.

Lot of competitors: There are a lot of countries which are planning to enter the Indian
market like Wal-Mart, Carrefour and Tesco which is a big threat to Big Bazaar.

Less Parking Space: Customers are not satisfied with the parking space availability
provided by Big Bazaar. Hence it’s a threat of Big Bazaar as it may lose its
customers because of less parking space availability. In holidays it will be very
difficult for customers to park their vehicle in Big Bazaar.

44
Unorganized retailing: Unorganized retail stores are a threat to the business of big
bazaar as now also people prefer to go to the local stores which are convenient
enough for them.

COMPETITORS OF BIG BAZAAR:

1) RELIANCE FRESH
Reliance Fresh is the convenience store format which forms part of the retail
business of of Reliance Industries of India which is headed by Mukesh Ambani.
Reliance plans to invest in excess of Rs 25000 crores in the next 4 years in their
retail division. The company already has in excess of 560 reliance fresh outlets
across the country. These stores sell fresh fruits and vegetables, staples, groceries,
fresh juice bars and dairy products.

45
A typical Reliance Fresh store is approximately 3000-4000 square. Feet and caters
to a catchment area of 1-2 km.

Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance

Footprint, Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance
Super are various formats that Reliance has rolled out.

2) Easy day

Easy day is an Indian retail brand that runs chains of consumer

retail supermarkets and convenience stores. The brand is wholly owned by
Future Retail Ltd. Bharti Enterprises announced its foray into retail in February
46
2007 and the first store was opened in Punjab in April 2008. Easy day
presently has 523 stores across 12 states.

3) DMart

Avenue Supermarts Ltd., doing business as DMart, is a chain of hypermarkets in

India founded by Radhakishan Damani in the year 2002, with its first branch in
Powai’s Hiranandani Gardens.[1] As of 31 December 2019, it had 196 stores in 72
cities across 11 states in India including Maharashtra, Andhra
Pradesh, Telangana, Gujarat, Madhya Pradesh, Chhattisgarh, Rajasthan, National
Capital Region, Tamil Nadu, Karnataka, Uttar Pradesh, Daman and Punjab.

4) Vishal Mega Mart

Vishal Mega Mart Private Limited operates as an online apparel store. The Company
offers tops, shirts, skirts, jeans, dresses, palazzo, and other related products for men
and women. Vishal Mega Mart serves customers in India.
47
AWARDS AND ACHIEVEMENTS

2012

Golden Spoon Awards 2012

48
  Most Admired Food and Grocery Retailer of the Year for its Private Labels in
Big Bazaar – Future Group

 Retail Professional of the Year for innovation in Private Brands-  Mr.

Devendra Chawla, President – Food & FMCG Category
 ET Retail Awards 2012
 FedEx Most Trusted Retailer of the Year Award – Big Bazaar
 TRRAIN Retail Employee of the Year Award – Mr. Jitendra Kalyani, Big
Bazaar
 Recognition by CMO Council, USA and CMO Asia
 Master Brand Award - Future Supply Chains
 Retail Icon of the Year- Mr. Anshuman Singh, MD & CEO, Future Supply
Chains
 Bloomberg UTV B-School Excellence Award
 Best educational institute in Retail- Future Innoversity

2011

 CNBC AWAAZ Consumer Awards 2011

 Most Recommended Modern Retail Brand of the Year in the Popular Choice
category- Big Bazaar
 Brand Equity’s Most Trusted Brands 2011 awards
 Most Trusted Retailer - Big Bazaar

2010

 Coca-Cola Golden Spoon Awards 2010

49
  Most Admired Retail Group of the Year - Future Group
 Most Admired Retailer in Food Category - Food Bazaar
 Most Admired Retailer in Hypermarket Category - Big Bazaar

2009

 CNBC Awaaz Consumer Awards 2009

 Most Preferred Multi Product Chain - Big Bazaar
 Most Preferred Multi Brand Food & Beverage Chain - Big Bazaar

2008

 Indian Retail Forum Awards 2008

 Most Admired Retail Group of the year – Future Group
 Most Admired Retail Face of the Year - Kishore Biyani
 Most Admired Retailer (Hypermarket) – Big Bazaar

2007

 Images Retail Awards

 Most Admired Retail Face of the Year: Kishore Biyani
 Most admired retailer of the year: Large format, multi product store: Big
Bazaar
 Most admired retailer of the year: Food and Grocery: Food Bazaar

2006

 Ernst & Young Entrepreneur of the Year Award

 Ernst & Young Entrepreneur of the Year (Services) – Kishore Biyani
50
 CNBC Indian Business Leaders Awards
 The First Generation Entrepreneur of the Year – Kishore Biyani
 CNBC Awaaz Consumer Awards
 Most Preferred Large Food & Grocery Supermarket – Big Bazaar
 Images Retail Awards
 Best Value Retail Store – Big Bazaar
 Best Retail Destination – Big Bazaar 
 Best Food & Grocery Store – Food Bazaar 
 Retail Face of the Year – Kishore Biyani
 Reader’s Digest Awards
 Platinum Trusted Brand Award - Big Bazaar
 Reid & Taylor Awards for Retail Excellence
 Retail Entrepreneur of the Year – Kishore Biyani

51
 CHAPTER 7

DATA ANALYSIS AND INTERPRETATION

52
Q1. How many times do you shop from Big Bazaar?

Particulars No. of Customers Percentage (%)

Once a month 05 10

Twice a month 20 40

Thrice a month 15 30

More than thrice a 10 20

month
Total 50 100

No. of Customers
25

20
20

15
15

10
10

5
5

0
Once a month Twice a month Thrice a month More than thrice a month

No. of Customers

INTERPRETATION:

From the above study 40% of respondents shops twice a month, 30% of
respondents twice a month and 10% of respondents shops once a month from
Big bazaar.

Q2. You go to Big bazaar to purchase?

53
Particulars No. of Customers Percentage (%)

Food and grocery 20 40

Apparels 5 10

Home and personal 10 20

care
All products 15 30
Total 50 100

No. of Customers

15

20

10
5

Food and grocery Apparels Home and personal care All products

INTERPRETATION:

From the above study, 40% of respondents purchase food and grocery, 30% of
respondents purchase all products from Big bazaar and 20% of respondents
purchase home and personal care.

Q3. Do you think online stores has made a change in the

lifestyle of consumers in India?

Particulars No. of Percentage

respondents
Yes 40 80
No 05 10
54
 Prefer not to say 05 10
Total 50 100

No. of respondents
45

40

35

30

25

20

15

10

0
Yes No Prefer not to say

No. of respondents

INTERPRETATION:

From the above table we can conclude that the major numbers of respondents
thinks that online stores has made a change in the lifestyle of consumers in
India and 10% thinks it hasn’t made any change in their lifestyle.

Q4. Do you think rise in income leads to exploitation of small

grocery stores?

Particulars No. of respondents Percentage

Yes 35 70
No 10 20
Prefer not to say 05 10
Total 50 100

55
 No. of respondents
5

10

35

Yes No Prefer not to say

INTERPRETATION:

From the above study 70% of respondents thinks that rise in income leads to
exploitation of small grocery stores and 20% thinks it hasn’t made any
exploitation to them.

Q5. Who are the major competitors of Big bazaar near you?

Particulars No. of respondents Percentage (%)

Reliance fresh 30 60
Easy day 10 20
DMart 05 10
Vishal Mega Mart 05 10
Total 50 100

56
 No. of respondents
35
30
30

25

20

15
10
10
5 5
5

0
Reliance fresh Easy day DMart Vishal Mega Mart

No. of respondents

INTERPRETATION:

From the above study 60% of respondents says Reliance fresh is a major
competitor of Big bazaar, 20% of respondents thinks Easy day and 10% of
respondents thinks Dmart.

Q6. What you prefer brand or quality at time of offers of big

bazaar?

Particulars No. of respondents Percentage (%)

Brand 20 40
Quality 15 30
Both 15 30
Total 50 100

57
 No. of respondents
5

10 30

Reliance fresh Easy day DMart Vishal Mega Mart

INTERPRETATION:

From the survey it is observed the 40% of respondents prefer brand, 30% of
respondents prefer quality and 30% prefer both brand and quality.

Q7. Do you think change in income lead to change in buying

behaviour of consumers?

Particulars No. of Percentage

Respondents (%)

Yes 35 70

No 10 20

Prefer not to say 05 10

58
Total 50 100

No. of Respondents
40
35
35

30

25

20

15
10
10
5
5

0
Yes No Prefer not to say

No. of Respondents

INTERPRETATION

From the study it is observed that 70% of respondents thinks that change in
income lead to change in buying behaviour of consumers and 20% thinks it has
not made any change.

Q8. Which offers of Big Bazaar make you shop most?

Particulars No. of Respondents Percentage (%)

Wednesday bazaar 30 60
Monthly bachat bazaar 15 30
Weekend offers 05 10
Total 50 100

59
 No. of Respondents
5

15

30

Wednesday bazaar Monthly bachat bazaar Weekend offers

INTERPRETATION:

From the above study 60% of respondents prefer Wednesday bazaar offer,
30% of respondents’ prefer monthly bachat bazaar and 10% of respondents
prefer weekend offers.

Q9. Which factors do you think, which makes Big Bazaar

unique from its competitors?

Particulars No. of Percentage (%)

respondents
Variety of product 15 30
Large chain of stores 10 20
Low prices 25 50
Total 50 100

60
 No. of respondents

15

25

10

Variety of product Large chain of stores Low prices

INTERPRETATION:

From the above study 50% of respondents thinks due to low pricing Big bazaar
is unique from its competitors, while 30% of respondents thinks due to variety
of products and 20% of respondents thinks due to large chain of stores it
makes it unique.

10. How you rate Big bazaar on the basis of following

parameters?

Particulars No. of respondents Percentage (%)

Highly satisfactory 20 40
Satisfactory 20 40
Neither satisfactory 05 10
nor dissatisfactory
Dissatisfactory 05 10
Total 50 100

61
 No. of respondents
25

20 20
20

15

10

5 5
5

0
Highly satisfactory Satisfactory Neither satisfactory nor Dissatisfactory
dissatisfactory

No. of respondents

INTERPRETATION:

From the data specified, 40% of customers are highly satisfied with Big bazaar
and 40% are satisfied and 10% are of dissatisfaction.

CHAPTER 8

FINDINGS OF THE STUDY

62
From the responses of 50 customers of Big bazaar, the findings can be
listed as:

 As per the findings, all are having the awareness of Big Bazaar. We can say
that Big Bazaar have good place in the minds of the customers.
 As per findings, 40% of respondents’ shops twice a month, 30% of
respondents twice a month and 10% of respondents shops once a month
from Big bazaar.
 From the study, 40% of respondents purchase food and grocery, 30% of
respondents purchase all products from Big bazaar and 20% of respondents
purchase home and personal care.
 As per findings, 70% of respondents thinks that rise in income leads to
exploitation of small grocery stores and 20% thinks it hasn’t made any
exploitation to them.
63
 As per findings, 60% of respondents says Reliance fresh is a major
competitor of Big bazaar, 20% of respondents thinks Easy day and 10% of
respondents thinks Dmart.
 From the survey it is observed the 40% of respondents prefer brand, 30% of
respondents prefer quality and 30% prefer both brand and quality.
 As per findings, it is observed that 70% of respondents thinks that change in
income lead to change in buying behaviour of consumers and 20% thinks it
has not made any change.
 From the study 60% of respondents prefer Wednesday bazaar offer, 30% of
respondents’ prefer monthly bachat bazaar and 10% of respondents prefer
weekend offers.
 Majority of respondents thinks due to low pricing Big bazaar is unique from
its competitors, while 30% of respondents thinks due to variety of products
and 20% of respondents thinks due to large chain of stores it makes it unique.
 From the data specified, 40% of customers are highly satisfied with Big
bazaar and 40% are satisfied and 10% are of dissatisfaction.

CHAPTER 9

RECOMMENDATIONS AND CONCLUSION

64
RECOMMENDATIONS

These suggestions have been made within the preview of the data
available.
1) Big bazaar must perform right service at the right time.
2) Employees of the company should be able to handle customer complaints
directly and immediately
3) Customers must be given individual attention.
4) Products of the company offered should be for all income groups.
5) If company is charging price of a specific product or good then it should
provide the same quality according to the price charged.

CONCLUSION

The analysis of consumer perspective and consumer behaviour gave me a

brief knowledge that due to increase in income level of consumer, how
consumer is shifting from small grocery store to large grocery store
and what factors influence consumer and changing his lifestyle in

65
India. According to this study it is found that consumer buying behaviour
towards retail market is probing the market.

It is observed the majority of respondents prefer brand, and few of them

respondents prefer quality and very few of them prefer both brand and
quality.

Also rise in income of consumers will lead to exploitation of small grocery

stores and will major changes in their lifestyle. As per my study Majority of
respondents thinks that rise in income leads to exploitation of small grocery
stores and few of them thinks it hasn’t made any exploitation to them.

In future the business if big grocery stores and big retail stores will continue
to rise!

66
  

APPENDICES

QUESTIONNAIRE

Dear Respondent, as a part of research, a survey is taken up to

study the Consumer perception and Consumer Behaviour towards
the Big Bazaar. Kindly provide the following information.

Name: Location:
67
Age: Occupation:

Q1. How many times do you shop from Big bazaar?

 Once a month
 Twice a month
 Thrice a month
 More than thrice a month

Q2. You go to Big bazaar to purchase?

 Food and grocery

 Apparels
 Home and personal care
 All products

Q3. Do you think online stores has made a change in the lifestyles of
consumers?

 Yes
 No
 Prefer not to say

Q4. Do you think rise in income leads to exploitation of small

grocery stores?

 Yes
 No
 Prefer not to say

68
Q5. Who are the major competitors of Big bazaar near you?

 Reliance fresh
 Easy day
 DMart
 Vishal Mega Mart

Q6. What you prefer brand or quality at time of offers of big

bazaar?

 Brand
 Quality
 Both

Q7. Do you think change in income lead to change in buying

behaviour of consumers?

 Yes
 No
 Prefer not to say

Q8. Which offers of Big Bazaar make you shop most?

 Wednesday bazaar
 Monthly bachat bazaar
 Weekend offer

Q9. Which factors do you think, which makes Big Bazaar unique
from its competitors?

 Variety of product
 Large chain of stores
 Low prices

69
10. How you rate Big bazaar on the basis of following
parameters?

 Highly satisfactory
 Satisfactory
 Neither satisfactory nor dissatisfactory
 Dissatisfactory

70
 BIBLIOGRAPHY

BIBLIOGRAPHY

8 J.-S. SEO AND Y.-S. OCK

REFERENCES
71
  Arpita Khare (2011), Impact of Indian Cultural Values and Lifestyles on
Meaning of Branded Products: Study on University Students in India,
Journal Of International Consumer Marketing, 23, 5.

 Dwivedi, P. R. (2010), Saturation of malls in metros: Prospects in Tier II

and III cities, India Retailing.

 Raja Gopal (2011), Determinants of Shopping Behaviour of Urban

Consumers, Journal of International Consumer Marketing, 23, 2.

 T Sai Vijay & Prasanth Vidya Sagar Thalluri (2010), Indian Consumer
Market, Advertising Expert.

 Tatiana A. Kokodey (2013), Strategy Development for a Food Company

Based on Patterns of Consumer Behavior, Journal of Food Products
Marketing, 19, 4.

WEBSITES

www.consumerbehavior.com

www.bigbazaar.com

www.panthalone.com

www.futuregroup.com

72