CHAPTER-I

INTRODUCTION

1.1 INTRODUCTION TO THE STUDY

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 decision patterns while making purchase decisions.

The term consumer decision refers to the decision that consumers display 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 they buy´, ´Why they buy´,
When they buy it´, Where they buy it´, how often they buy it´ and how often they use?

Consumer Behavior is the study of individuals, groups, or organizations and the processes
they use to select, secure, use, and dispose of products, services, experiences, or ideas to
satisfy their needs and wants. Consumer Decision provides a sound basis for identifying and
understanding customer needs. This is the important component of Marketing

DEFINITION

1. According to American Marketing Association (AMA) Consumer Behavior is the dynamic

interaction of cognition, decision & environmental events by which human beings conduct
the exchange aspect of their lives.

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 decision that consumer display in searching for purchasing, using evaluating and
disposing of products and services that they expect and satisfy their needs.

1.2 NEED OF THE STUDY

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Consumer decision plays a major role for the growth of the company in the modern market
scenario. The basic idea of this study is to find the consumer decision towards Balaji Grand
Bazar. The needs have to be recognized and necessary steps have to be taken to make the
changes. India is growing rapidly and changes are dynamic. People are changing the
preference and the demand is changing. The market also has to change accordingly. The
purpose of consumer decision is not only for retaining the customers but also attracting new
customers and increasing the sales also creating and maintenance of brand awareness .In this
competitive market the level of consumer satisfaction decides the success of any product and
any company. The night consumers have to be targeted and the right strategy should be
applied at the right time. This will give the desired results.

1.3 OBJECTIVES OF THE STUDY

 To study the consumer preferences towards Balaji Grand Bazar.

 To study the most influencing factors and its effectiveness on customers buying
decision in Balaji Grand Bazar.
 To study consumers habitual and variety seeking buying decision in Balaji Grand
Bazar.
 To give suggestions to the store if necessary.
 To find out how the consumers spent their incomes, time on the purchasing of the
products

1.4 RESEARCH METHODOLOGY

The ARTICLE technique is intended to secure one or more items of information from a
sample of respondents who are representatives of a larger group. The information is recorded
on a form known as questionnaire. As data are gathered by asking questions from persons
who are believed to have desired information, the method is known as questionnaire
technique.

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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.

1.4.1 Research design

The exploratory research conducted on over 100 respondents on further analyzing the
research objectives and to determine the factors affecting the primary research objective.
With a set of 20 questions, we could finally conclude on some of the key factors exploded in
research.

The research was administered and in person for 15 days in Hyderabad. The methods used for
ARTICLE are questionnaire administration and respondents filling out the responses
themselves.

1.4.2 SCOPE OF THE STUDY

The scope of the study is limited to BALAJI GRAND BAZAR, BASHEERBAGH, and
HYDERABAD. The period of study is 45 days. The age group of customers who will be
interviewed are 30-55 .and whose income level is >2 00,000.

1.4.3 SAMPLE DESIGN

A sample design is a definite plan for obtaining a sample from a given population. In this data
is gathered on a small part instead of the whole population and is used to form the larger
picture.

1.4.3.1 SAMPLE SIZE

This research was conducted for 100 respondents and sample was based on affordability
criteria. The respondents were picked randomly.

1.4.3.2 SAMPLE TECHNIQUE

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Systematic Random Sampling method.it was used to collect the primary data. Information
was collected from customers. On an average 100 customers visit Balaji Grand Bazar, every
20th customer was selected to fill the questionnaire.

1.4.3.3 Data Sources

The study was conducted by the means of personal interview with respondents and the
information given by they were directly recorded on questionnaire. For the purpose of
analyzing the data it is necessary to collect the vital information. There are two types of data,
they are-

Primary data

Primary data is the data which is collected by the researcher himself directly from his own
observations and experiences. Primary data are those data which are collected for the first
time, taking a sample, representing a population.it is not a published data.

Secondary data

Secondary data are those data which are already published. It may be useful for money other
people than the researcher who has published it, there are various sources of secondary data
collection. Government sources which include development of census reports, central
government. Records and state & local government records.

The following secondary data sources have been used in this research-

 Books
 Journal HBR
 Bookastand.com

Data is collected from various customers through personal interaction by researcher. Data
was collected through a structured questionnaire.

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1.4.4 TOOLS & TECHNIQUES FOR DATA ANALYSIS

Systematic Random Sampling method.it was used to collect the primary data. Information
was collected from customers. On an average 100 customers visit Balaji Grand Bazar, every
20th customer was selected to fill the questionnaire. Analysis is done through percentages and
graphs.

1.5 STRUCTURE OF THE STUDY

 First chapter consists of INTRODUCTION to the study includes introduction, need

for study, objectives, research methodology-(research design, sampling technique,

sources of data, sample size, tools used for data analysis and INTERPRETATION)

scope of the study and organization of the study.

 Second chapter consists of LITERATURE REVIEW which reflects the relevant

theoretical and empirical background of the problem.

 Third chapter consists of the COMPANY PROFILE which contains a brief

historical retrospect about the entire study.

 Fourth chapter consists of the DATA ANALYSIS AND INTERPRETATION.

 Fifth chapter consists of FINDINGS, SUGGESTIONS CONCLUSION AND

LIMITATIONS followed by BIBLIOGRAPHY and ANNEXURE.

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 CHAPTER- II

LITERATURE REVIEW

2.1 MEANING AND DEFINITION

MARKET- The term market is derived from the Latin word ‘Marcatus’ which means trade,
merchandise or plan of business. It means interaction of the buyers and sellers in person or
through telephone, telegraph, mail etc. It is an arrangement that allows buyers and sellers to
exchange things. Markets vary in size, range, geographic scale, location, types and variety of
human communities, as well as the types of goods and services traded.

MARKETING- Marketing is a comprehensive term. It is not a mere exchange of goods and

services. It includes all those activities connected with the process of identifying the needs of
the customer and then organizing the business accordingly to meet the needs of the consumer.

DEFINITION OF MARKETING

“Marketing is a social and managerial process by which individuals and group obtain what
they need and want through creating, offering and exchanging products of value with others”.
Philip Kotler.

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“Marketing is the total system of interacting business activities designed to plan, price,
promote, and distribute wants satisfying products and service, to present and potential
customers”. Professor William Stanton.

CONSUMER DECISION

The study of consumer decision helps organizations deliver the right products at the right
prices in order to achieve customer satisfaction. One official definition of consumer decision
is “The study of individuals groups, or organizations and the processes they use to select,
secure, use, dispose of products, services experiences or idea to satisfy needs and the impacts
that these processes have on the consumer and society.” This definition brings up some useful
points.  Decision occurs either for the individual, or in the context of a group (e.g., friend’s
influence what kinds of clothes person wears) or an organization (people on the job make
decisions as to which products the firm should use).  Consumer decision involves the use and
disposal of products as well as the study of how they are purchased. Product use is often of
great interest to the marketer, because this may influence how a product is best positioned or
how we can encourage increased consumption. Since many environmental problems result
from product disposal (e.g., motor oil being sent to sewage systems to save the recycling fee,
or garbage piling up at landfill) this is also an area of interest.  Customer decision involves
services and ideas as well as tangible products.  The impact of consumer decision on society
is also of relevance. For example, aggressivemarketing of high fat foods or aggressive
marketing of easy credit may be serious repercussions for the national health and economy.
There are several units in the market that can be analyzed. The main trust in this course is the
consumer. However we will also need to analyze our own firm’s strengths and weaknesses
and those of competing firms. Finally, we need to assess the marketing environment although
we may have developed a product that offers great appeal for consumers a recession may cut
demand dramatically.

Engel (et al., 1993) declared that consumer buying decision is directly related to the
consumption of products and services which are triggered by the decision-making

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Process before and after. He also expressed that the purchase decision of the narrow
explanation refers to the buying decision of individual’s substitutes the exchange of goods or
services in money or money. East)that purchase decision have been accepted that most
repeat purchase decision are done as a habit and often this range of decision-making from
rational to automatic is related to the degree of involvement .

Lake (2009) in his paper “Consumer Decision for Dummies noted that consumer decision
describes the study of individuals and the tasks that exists to satisfy their identified
requirements. That satisfaction exists from the processes used in choosing, protecting and
using services or products when the advantages acquired from those processes meet or
exceed customer’s expectations. In other words when an individual identifies that he has a
requirement the psychological process initiates the decision process of customers. Through
this process the individual sets out to predict ways to fulfill the requirement he has
recognized. That process consists of the individual’s feelings, decision and thoughts. When
the process is finished the customer is faced with the activity of analyzing and digesting
entire information which decides the actions he will take to fulfill the requirement.”

.According to Hoyer and Macllnis (2008)30Consumer decision reflects the totality of

customer’s decision with respect to consumption, acquisition and disposition of products,
services, tasks, people, ideas and experiences by units of decision making. Consumer
decision includes why they purchase, what they purchase, when they purchase, how often
they purchase, where they purchase, influence of such evaluation on future, how they
calculate it after the purchase and how they regulate it. Consumer decision means more than
just how an individual purchases products. Therefore the efforts of marketing focus on the
ideas, tasks and services of customers. The manner in which the customers purchase is 56
extremely important to marketers. It is essential to know how a customer reacts towards
varied product features, advertisements and costs in order to assure powerful competitive
benefit.

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2.2 FUNCTIONS OF CONSUMER DECISION

No two individuals have same buying preferences. The buying tendencies of individuals vary

as per their age, need, income, lifestyle, geographical location, willingness to spend, family

status and so on. An individual’s immediate family members play an essential role in

influencing his/her buying decision.

An individual tends to discuss with his immediate family members before purchasing a
particular product or service. Family members might support an individual’s decision to buy
a particular product, stop him for purchasing it or suggest few other options.

Family comprises of

 Parents
 Siblings
 Spouse
 Grandparents
 Relatives (Cousins/Aunts, Uncles Etc.)

What an individual imbibes from his parents becomes his/her culture. In countries like India,
where children are supposed to stay with their parents till the time they get married, the
influence of parents on an individual’s buying decisions cannot be ignored. What he sees
from his childhood becomes his habit or in other words lifestyle. A female from an orthodox
background would prefer salwar suits, saris instead of westerns or short outfits. In India,
parents expect their children to dress up in nice, colourful outfits during marriages, festivals

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or other auspicious occasions. Even if children want to buy something else, their parents
would always prompt them to buy traditional attire, thus influencing their buying decision.

The moment an individual enters into wedlock, his/her partner influences his buying
decisions to a great extent. In most families, wife accompanies her husband for shopping be it
grocery, home appliances, furnishings, car etc. An individual would always discuss with
his/her partner before any major purchase. After marriage, individuals generally do not like
spending on himself/herself; rather they do it for their partner or family.

A young bachelor would not mind spending on alcohol, attending night parties, casinos but
the moment he has a wife at home, he would instead spend on household and necessary
items. No bachelor likes to invest money on mutual funds, insurance policies, med claims etc.
but for someone who is married buying an investment plan becomes his first priority. Women
generally are inclined towards buying toiletries, perfumes, dresses, household items,
furnishings, food products while men would rather love to spend on gadgets, cars, bikes,
alcohol etc. Both have different tastes but when they come together, they mutually decide on
what to buy and what not to buy.

A Bachelor would never purchase Women’s Horlicks or Kellogg’s K special or a female

perfume but when he has a wife at home; he would love to purchase them for his wife. A
young girl who has never purchased shaving creams or men’s perfume all through her life for
herself would not mind purchasing for her husband, father or father in law. A working
woman would have different needs as compared to a housewife. A woman who goes to office
would prompt her husband to buy formal trouser and shirt, office bag, make up products etc.
for her while a house wife would not like spending on all these as she does not require an
office bag and so on.

Children also influence the buying decisions of individuals. An individual spends happily on
toys, candies, ice creams, chocolates. Sweets when he has children at home. Children in the
family prompt their parents to subscribe to Disney Channel, Cartoon network and so on.

Individuals do not mind spending on medicines, health supplements, vitamin tablets, protein
drinks if they have ailing parents at home

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2.3 CHARACTERISTICS OF CONSUMER BEHAVIOR/DECISION

1.    Personalized products and services

The ideal segment size today is 1. We are evolving towards a situation where everyone has
his own services and products. One of my favourite examples of this is ´normal´ in New
York. This store makes personalized earphones for you. What you have to do is very simple
you take 5 photos of your ear and, on the basis of these pictures, they make customized
earphones for you. They are made on site and your package is adapted by a 3D printer so that
your earphones fit into it perfectly. Brilliant and personalized. Another extreme example is a
company that wants to personalize cosmetics on the basis of the consumer´s DNA. We are
entering into a phase of extreme personalization in which people not only receive on-demand
services (we´ve had that for some time now), but now will also make products (or have them
made) on demand. 

2.    Convenience as the new loyalty

Today it has to be fast, easy and fun for the consumer. You can be for or against companies
like Uber, Hello Fresh, Booking.com, Instagram, but they all have one thing in common
they’re fast and easy as well as fun to work with. Today, convenience is the basis of loyalty.
If things don´t take place easily enough, they shut down fast. We’re evolving towards a world
of extreme simplicity. Earlier you almost needed an engineering degree to get a robot to start,
today even I can take a vacuum cleaning robot out of the box and, with a single press of the
button, get it working. All new interfaces are making life steadily easier. Above all
companies that weren’t born in the digital world often have difficulty with this. Their criteria
are still too often it has to be complete and perfect. As a result it becomes big and complex,
and the customer doesn´t like that. Extreme simplicity is crucial for the modern consumer.  

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3.    Personal treatment

Alongside all the digital violence, people also increasingly love sincere human interest and
friendliness. It´s the most interesting paradox of the digital world the more digital everything
becomes, the more important the human being becomes once again. It´s the law of scarcity
human contact declines in frequency in the average customer relationship, and precisely
therefore it rises in value. However you can´t buy or program this element. There´s no app for
it. It´s something you have to do. Day after day.  This is where the genuine human skills
come to the surface. Empathy, passion and creativity are still difficult for a computer. It’s the
point where people can make the difference, and moreover it’s an element to which
consumers attach a great deal of importance. 7 in 10 consumers would like to have sincere
human contact, even if the digital channels are functioning perfectly. 

4.    Awesome companies to buy from

The last characteristic is a preference that consumers have for buying from cool companies.
This has always been the case, but today you can feel it just a little bit more. Tesla, Apple,
Google, Cool blue… all of them are companies that the consumer prides himself on buying
from. We like to associate ourselves with awesome companies. These companies go further
than delivering a product. They generally have a vision that, in their opinion, will change the
world. Tesla isn´t a car company, it’s an energy company. Elon Musk is convinced that the
Earth will be destroyed due to poor energy use. And that’s why he set up Tesla to solve that
problem. When he recently shared all of Tesla´s patents online with the rest of the world, it
was because he found that things aren´t going fast enough. He wants to save the world from
wasteful energy consumption and he realized he can´t do that on his own. So he shared all his
trade secrets. The story of Tesla is virtually the script of a film that we are all watching. As
soon as a company’s story is being followed by consumers, you know you’ve succeeded in
this element

2.4 Objectives of Consumer Decision

Studying Decision By studying the process consumers go through to make a purchase

decision, marketers can identify and reach their target market, giving them an edge on where

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to advertise, how to advertise and mostly importantly, to whom to advertise. They
meticulously collect, analyze, store and utilize consumers’ decision patterns and
idiosyncrasies to make decisions, using past decision to predict future decision.

Influences Direct questioning of consumers about their buying habits often proves
insufficient due to influences beyond the consumers' control, or even their recognition.
Sometimes consumers don't fully understand why or how they make purchase decisions, as
their decision is a complicated combination of personality, culture, geography,
socioeconomic status and exposure.

Marketing Cautions although consumers may not know what drives them to buy a
product, they're often certain about what drives them away. Consumers easily swayed to
make a purchase decision could just as quickly stop buying a product, reports "Science
Daily," if companies alienate consumers by promising more than they can deliver.

Potential In a study published in April 2011 issue of the "Journal of Consumer Research,"
authors Itamar Simonson of Stanford University and AnerSela of the University of Florida,
Gainesville, concluded that "heritable and other hard-wired inherent preference components
play a key role in decision and deserve much more attention in marketing and decision-
making research." Marketers seeking an edge on where to advertise, how to advertise, and
mostly importantly, to whom to advertise, could also focus on how consumers' genes
influence their decision.

2.5 TYPES OF CONSUMER BUYING DECISION

Decision making mainly depends on the involvement of the customer. There are high
involvement products and there are low involvement products. Similarly, there are consumer
products and industrial products. Involvement in industrial products will generally be higher
as compared to commercial products because the amount of investment in industrial products
is also huge.

Thus based on the above arguments, there are mainly 3 types of decision making processes

which can be defined.

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1) EXTENSIVE DECISION MAKING PROCESS

This type of decision making process is used when the product is a very high involvement
product, possible a high investment product as well. Typical examples include buying a
house for a consumer, or buying a new manufacturing plant in case of industries. In both
cases, there are multiple people involved, and the decision making is extensive as the
customer wants to get maximum benefits. There are also risks involved in such endeavors,
hence extensive decision making is done.

2) LIMITED DECISION MAKING PROCESS

Buying a television or buying a car will be a limited decision making process. When you are
buying such white goods, the investment is nominal and not very high. At the same time, you
have some experience with the product as you regularly watch television and you regularly sit
in cars. Thus, you do not spend as much time on buying these products. Nowadays, the
limited decision making process is further helped with the presence of online media, where
people know a lot about the product while sitting at home itself. The speed of the limited
decision making is dependent on the customer experience and his knowledge about the
product as well as the amount of time he has to make the decision.

3) ROUTINE DECISION MAKING PROCESS

Routine decision making happens in day to day life like buying a soap or shampoo. In this
case, the customer is more likely to stick to a single brand for a long time. He is unlikely to
switch to different brands because he wants to invest minimum time in routine decision
making. There are a lot of things which influence the routine decision making process, like
regular advertising by FMCG companies. This is because, the routine things are brought over
and over again. And once the company gets such a customer, they are likely to reap long term
profits from the same customer.

Thus, the above 3 are the different type of decision processes. Depending on the type of
customer, and the amount of investment in the product, the decision making 

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2.5 PROCESS OF CONSUMER BUYING DECISION

Fig- 2.1
1) Need recognition consumer buying decision process starts with need recognition. The
marketer must recognize the needs of the consumer as well as how these needs can be
satisfied. For example if a person is hungry then food is desired or if it is a matter of thirst
than water is desirable.

2)  Information search in consumer buying decision process information search comes at

second number. In this stage consumer searches the information about the product either from
family, friends, neighborhood, advertisements, whole seller, retailers, dealers, or by
examining or using the product.

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3)  Evaluation of alternative after getting the required knowledge about the product the
consumer evaluate the various alternatives on the basis of it’s want satisfying power, quality
and it’s features.

4)  Purchase decision after evaluating the alternatives the buyer buys the suitable product.
But there are also the chances to postpone the purchase decision due to some reasons. In that
case the marketer must try to find out the reasons and try to remove them either by providing
sufficient information to the consumers or by giving them guarantee regarding the product to
the consumer.

5) Post purchase decision after buying the product consumer will either be satisfied or
dissatisfied. If the consumer is not satisfied in that case he will be disappointed otherwise If
he is satisfied than he will be delighted. It is usually said that a satisfy consumer tell about the
product to 3 people and a dissatisfy consumer tell about the product to 11 people. Therefore it
is the duty of the marketer to satisfy the consumer.

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2.6 FACTORS/METHODS WHICH INFLUENCE BUYING DECISION

Fig- 2.2

2.6.1 CULTURAL FACTORS

CULTURE
IT is part of the external influence that impacts the consumer. Culture symbolizes
influence that is imposed on the consumer by other individuals. Culture refers to “that

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 complex whole which includes knowledge, belief, art morals, customs and any other
capabilities and habits acquired by man or person as a member of society”. Culture
has several important characteristic  Culture is comprehensive. Culture is learned
rather than being something we are born with Culture is manifested within boundaries
of acceptable decision. Language is an important element of culture. It should be
realized that regional differences may be subtle. Sub culture refers to a culture within
a culture, Sub culture is often categorized on the basis of demographics.
Sub culture
The sub-culture is the sub-division of national culture based on some homogeneous
characteristics such as language, ethnicity, race, region etc. The sub-cultures influence
greatly on the consumer preferences and their decision.

2.6.2 SOCIAL FACTORS

FAMILY

The family members influence the purchase decision. The members of the family play the
role of initiator, influencer, decider, purchaser and user in the buying process. Therefore, the
type of role assumed by a family member and the purchase decision varies across families,
situations, and product.

OPINION LEADERS

Opinion leaders play a key role in influencing the buying decision of their followers. The
opinion leader sets a trend and pattern for others to follow in given situation. So, the products
used by the leader is also used by all the entire group of followers behind them.

SOCIAL AND CASTE CLASS

Buying decision of an individual is also influenced by the social class and the caste to which
they belong. Social class is relatively permanent and homogeneous division of a society.
Caste is the group of membership by birth. The variations in class and caste result in
differences in choice of stores, choice of products and brands and frequency of buying.

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2.6.3 INDIVIDUAL FACTORS

AGE- A buyer's age also affects the buying decision. The choice and need of goods and
services change according to the age of the buyer. Teenage, youths select the fashionable
products, children select toys whereas older customers give importance to quality, durability,
and discount on goods and services.

LIFESTYLE

A buyer's age also affects the buying decision. The choice and need of goods and services
change according to the age of the buyer. Teenage, youths select the fashionable products,
children select toys whereas older customers give importance to quality, durability, and
discount on goods and services.

FAMILY SIZE AND FAMILY LIFE CYCLE

The size of the family determines the consumption of the products. A large family has heavy
consumption of products than a small family. The consumer's products vary according to the
stage of their family life cycle. The consumption of a single bachelor is less than a family.

2.6.4 PSYCHOLOGICAL FACTORS

PERCEPTION
The action of a person is influenced by his/her perception of the situation. Different people
perceive the same situation with the same motivation differently. This different perception
happens because of three perceptual processes i.e. selective attention, selective distortion, and
selective retention.

LEARNING

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Learning is the change in decision of person arising from experience. It is the change in the
decision which occurs as a result of practice. The mind of a person thinks and decides based
on the past experience and the body acts accordingly.

ATTTUDE

Attitude is a state of mind or feeling and it interacts with perception, thinking, feeling and
reasoning. Knowledge of consumer’s attitudes provides an idea for improvement of strategies
of the business firm. It is defined as “A learned predisposition to respond in a consistently
favorable or unfavorable manner to a stimulus."
Motivation
Motivation refers to an activated state within a person that leads to goal-directed decision.
According to Abraham Maslow, the first theory of motivation is based on needs.
According to him, the needs are arranged in a hierarchy, from the most pressing to the least
pressing. He has listed five categories of needs. These are discussed below

1. Physiological needs are the basic needs for survival and include the need for food,
drink, shelter, sleep and sex. These needs relate the survival; and maintenance of
human life.

2. Safety needs include the need for physical, economic and social security. Everyone
wants job security, protection against dangers, the safety of property etc.

3. Social needs include the need for affection, relations between individuals, and a place
in the family and society.

4. Esteem needs are associated with a desire to achieve high status among one's peers
and includes the need for mastery, reputation, prestige and high social image.

5. Self-actualization is the desire to achieve the highest point of one's capabilities and
includes a desire to travel, known and understand.

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2.7 ARTICLES

2.7.1 ARTICLE 1

 Suma Hasalkar P.R. Sumangala&K.V. Ashalatha (2017)

Influence of Locality on Consumer Decision While Purchasing Household Equipment-

Purchase of household equipment involves lot of thinking and future vision for utility of the
equipment. The type of equipment purchased by the family depends upon certain influencing
factors such as place of residence, education, family background etc. The study was
conducted in Dharwad city and two nearby villages of Dharwadtaluka. Husband is the main
decision maker while purchasing the household equipment in maximum percentage of
families. As per ranking of factors considered, maximum percentage of housewives ranked
first to price, second to durability, third to appearance and fourth to safety. Last rank was
given to ISI mark on the equipment.

2.7.2 ARTICLE 2

 S. Ratneshwar,Allan D. Shocker,JuneCotte &Rajendra K. Srivastava(2011)

Product, person, and purpose putting the consumer back into theories of dynamic

market decision-We propose here a conceptual framework that incorporates a model of
individual consumer decision into a theory of dynamic market decision. We first formalize a
set of propositions about consumer decision wherein the key concept of an affordance is
introduced and conceptual links between product, person and purpose are explicated. These
decisional foundations are then employed in a conceptual framework in which we examine

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dynamic market decision from the point of view of strategic marketing decisions. The
framework stresses that exchange relationships between consumers and producers are built
out of actions that are adaptive and purposive and that reciprocal influences are created when
both buyers and suppliers are guided by their respective considerations of feasibility and
desirability. We indicate how many current marketing ideas fit into our framework and we
discuss key managerial implications.

2.7.3 ARTICLE 3

 David bowen(2008)

Consumer thoughts, actions, and feelings from within the service experience Research
methods have a critical practical and academic relevance. A study of consumer decision
within service management frequently requires the use of techniques that reach to the core of
consumer thoughts, actions, and feelings. This paper analyses the rationale that can lead to
the choice of participant observation as a research tool within a service industry case – a
study of tourists on a long-haul inclusive tour. The paper continues with a discussion of the
key practice-based concerns that are confronted through use of the research tool. While the
focus of the research study relates to tourist satisfaction, it is also shown how other research
areas and service management questions can be investigated through the technique.

2.7.4 ARTICLE 4

 Angela Tregear &Mitchell Ness(2010)

Discriminant Analysis of Consumer Interest in Buying Locally Produced Foods-

In the wake of Foot and Mouth Disease in the UK, upstream operators in the agrifood sector
are being encouraged to undertake more direct marketing of their products. However, little is
known about consumer interest in buying local food, and the factors that might influence a
positive response. Drawing from the literature on ethical and environmentally
responsible consumer decision, interest in local food is conceptualized as being related to
attitudinal, situational and demographic factors. Discriminant analysis of responses to a
survey of shoppers in the north of England finds that attitudinal factors tend to explain

22
variations in local food interest better than demographic factors. In addition, situational
factors of urban/rural residency and degree of involvement with farming are also strong
discriminators. However, as importance ratings of food choice attributes such as low price
and intrinsic quality did not differ significantly according to interest levels in local food, the
results imply that even highly interested consumers have pragmatic expectations about local
food products that need to be met for marketing strategies to be successful.

2.7.5 ARTICLE 5

 Efthymios constantinides(2004)

The factors affecting the online consumer's decision and examines how e‐marketers can
influence the outcome of the virtual interaction and buying process by focusing their
marketing efforts on elements shaping the customer's virtual experience, the Web experience.
Identifying the Web experience components and understanding their role as inputs in the
online customer's decision‐making process are the first step in developing and delivering an
attractive online presence likely to have the maximum impact on Internet users. Click‐and‐
mortar firms delivering superior Web experience influence their physical clients’ perceptions
and attitudes, driving additional traffic to traditional sales outlets.

23
 CHAPTER-III
COMPANY PROFILE

3.1 INDUSTRY PROFILE

Fast-moving consumer goods (FMCGs) are typically high-volume, low-value items with high
public visibility and a short life span, such as food, drink, confectionery, toiletries, and
household goods. As the name would imply, it is one of the fastest growing sectors in the UK
economy and is a multi-million pound industry. It encompasses a huge range of products and
services in manufacturing, distribution and retailing. If you think about some of the products
you use every day like cereal, soap, washing powder, frozen food, the list is potentially
endless. As more and more new products are launched on to the market, the job opportunities
continue to grow for those wanting to pursue an FMCG graduate career.

FMCGs are products that move off the shelves of retail shops quickly, which therefore
require constant replenishing. Consumers look for the product that offers most value to them,
considering features (package, taste, price, weight), concept (features and related benefits),
information sources (for example, advertising), and intangible characteristics such as brand
image.

FMCGs fulfil a broad range of needs. Beverages quench thirst, provide refreshment and taste
and reflect lifestyles. Confectionery offers energy, taste, rewards and gift opportunities.
Companies cater for these fundamental needs in a range of products which offer a huge
variety of ingredients and styles.

Many brands become established names with whom consumers can identify. This makes a
company's protection of their reputation an essential ingredient of their long-term success.
FMCGs are also constantly seeking new and innovative ways to satisfy the consumer's
willingness to try new things. Consequently, whenever they develop a new product they have
to build consumer awareness through advertising and promotion. Consumers want to be
informed, whether to be reminded of their feelings about established favorites or to be told of
new product available on the marketplace.

With choice, comes access to products. The aim of many working in FMCGs is to make their
products as widely available as possible, to ensure that they are always within an arm's reach

24
whether as an impulse or a considered buy. To achieve this, FMCGs work with their
customers in many different trade channels.

3.2COMPANY PROFILE

3.2.1 HISTORY OF THE COMPANY

Ramesh Chand Agarwal, Founder, Balaji Grand Bazar, expanded the family business from a
single 450 sq. ft. shop to a chain of 9 stores; he also pioneered the concept of private labels,
finds Juhi Sharma

Since 1958 many generations of Ramesh Agarwal were running a food and grocery retail
business in Hyderabad. Leveraging on the goodwill built over the years, in 1977, Agarwal
opened a small 450 sq. shop in the city’s Basheerbagh area, and named it Balaji Grand Bazar.

In 1982, barely five years after the opening of the first store, Agarwal opened another at
Banjara Hills Road No1. Over the following years, he opened several more in strategic
locations. Today, three generations of the family are actively engaged in running the business
that has expanded to a chain of nine stores that together cover 38,000 sq.ft. Area of retail
space, and are spread across seven locations.

Of the nine stores, five are large format covering 6,000 sq.ft. Area, and two smaller ones are
of 2,500 sq.ft.; these seven are department stores. Of the other two, one is a dry fruits and
confectionery store measuring 150 sq.ft., and the other a 1,000 sqft.wholesale store selling
rice and edible oils.

“To serve the larger catchments of Hyderabad, we opened bigger stores at Basheerbagh,
Banjara Hills Road No1, Mehdipatnam, Attapur, and Kondapur. The two smaller stores in
L&T Serene County Residential Township (GachiBowli), and Lanco Hills (Manikonda),
cater to the residences in the area,” informs Agarwal, and adds “We realized that the
confectionery and dry fruit segment requires a special focus and visibility; also the consumers
25
coming to purchase these products were more A-class buyers, so we opened a specialty store
at Basheerbagh, where we already had a department store. We opened our rice and oil
wholesale store at Mehdipatnam Hyderabad and also different varieties pf products launched
in the store.

Every Balaji Grand Bazar showroom is classy, elegant & spacious with exquisite interiors

and pleasant decorations focusing on the concepts of high quality', 'freshness' and 'friendly
service'. The product range is diverse from groceries to fresh fruits and vegetables, toiletries,
cosmetics, dry fruits, food grains, Edible Oils, Organic & Herbal Products, Biscuits &
Chocolates, etc.

Highly affordable, each Balaji Grand Bazar department showroom at Basheerbagh,

Mehdipatnam, &Attapur has exploited its strategic location and endeared itself to shoppers of
various hues by responding to changing trends and tastes, introducing a wide assortment of
value-added products and services for the customer from time to time.

Through all the years since inception, Balaji Grand Bazar has retained its aura and continues
to attract customers of all categories in droves. 35 years and still going strong, Balaji Grand
Bazar has become the destination of choice for quality products and offers.

The Founder's goal is to not only provide what the customer wants, but also to make it a place
that offers a great shopping experience that's enhanced by customer-friendly service.
Focusing ahead, Balaji Grand Bazar looks to offer more great value for money and more
extensive range of products that offers value for money to customers from the store.

26
3.2.2 VISION AND MISSION & OBJECTIVES OF THE COMPANY

VISION

“The aim of the founders is to not only provide what the customer wants, but also to make it a
place that offers a great shopping experience and friendly service”

MISSION

“At Balaji Grand Bazar our mission is to provide what the customer wants, but also to make
it a place that offers a great shopping experience and friendly service. Our business idea
supports this vision by offering a great value for money and more extensive range of products
that offers value for money to customers”

3.2.3 ORGANISATION STRUCTURE

FIG-2.3

3.2.4 PRODUCTS & SERVICES OF THE STORE

Dry Fruits / Confectionary

All kinds of Biscuits, Chocolates Cakes and other confectionery are available. 

Our specialty lies in offering different varieties of Belgium, Swiss and reputated brands such
as Lindt, Guliyan, and Ferrero chocolates across the world and many more.

27
Even chocolate bars & accessories for homemade are also available.
Known for offering the finest range of Dry Fruits, we offer all kinds of Dry Fruits.

 Almond
 Pistachio (pista)
 Pine nut
 Apricot
 Raisins
 Fig
 Saffron (Spanish Saffron is also available)
 Walnut
 Cashew nuts
 Variety of dates

Gift packs are also available.

FOOD GRAINS

A wide range of the best quality food grains processed as per the set industry standards are
available. Well packed and processed to preserve the nutritive values, they cater to the
divergent needs of customers. Popular Food products sold include Yellow Dal, Rice, Wheat.
Separate Shelves for each product are maintained and the choice range is a homemaker's
dream come true. For instance, there are at least 30 varieties of flour here including such
rarities as ragi, bajra, jowar and more. Likewise, Rice grains are available in every size,
shape, color and form from the popular Sona Masoori to the exotic red colored Kerala rice.
Then there are varying grades of Basmati Rice. For each Food grain, we stock all popular
brands neatly beside one another.

SPICES

If you're planning to add extra flavor to a dish, go for spices. Our Wholesale Natural spices
with a touch of originality, Spices can spice up your eating sojourn. Spices come from a
28
range of options from a plant’s roots to seeds, bark, buds, or berries, each with a unique
flavor of their own.

At Balaji Grand Bazar, you can find all kinds of spices out there that will leave you
overwhelmed. They cover a wide range which includes Curry Powder, Chili Powder,
Coriander, Turmeric Finger, Chilly, Onion Powder, Ginger, etc from popular brands like
MDH, Everest, Khazana, Badshah, MTR, Priya, Rajah, Sakthi, Spice N flavor, etc. Fresh and
pure, each spice range is high in aroma and taste with rich nutritional value.

HOSPITAL CLEANERS &HOUSEHOLD CLEANERS

Having handy medical supplies and house cleaning products is a common norm in many
Indian households today. Balaji Grand Bazar’s range of environmental friendly cleaners,
domestic cleaning products, cleaning products will not only keep your home's residents
physically healthy and fit, but also ensure that your home is sparkling clean, protected and
free of germs. 

Some popular households Items include Carpet Cleaner Detergent, Laundry powder, Carpet
& Fabric Stain Remover, Laundry Sanitizer Anti-Infection Additive, Toilet Bathroom
Cleaning Concentrate, etc, from well-known brands.

EDIBLE OIL

Organic cooking oils form an important component of Indian households; a popular cooking

medium that is essential for making a tasty dish. The essential fats that a human body needs
are derived from Edible Oils which contains important vitamins like vitamin E and vitamin A

Balaji Grand Bazar offers a variety of Oils from Palm Oil to Mustard Oil, Sesame Oil, Peanut
Oil, Soya Bean Oils, Hydrogenated and Sunflower oil, apart from a few types of Olive oil.
They come in varied packing shapes from Tetra Packs to Pouches or Jars of oil and from
well-known brands like Sundrop, Dhara, Saffola, Sweekar, Postman, etc, according to your
needs. A few imported brands of cooking oil sprays are also in stock, apart from local
favorites in ghee and butter. 

29
BUY HAIR OIL PRODUCTS

One of the most daily used Natural Hair care Products, Hair Oil makes up a vital part of a
household make-up wardrobe. Hair Oil that is 100% natural, pure and organic is popular with
customers. Balaji Grand Bazar offers a fine collection of quality Hair Oil products including
Light Hair Oils, Coconut Oils, Heavy Amla Hair Oil and Cooling Oils from leading brands
like Dabur, Parachute, Vatika, Marico, etc. Each a quality product that enrich your hair,
making them strong from inside and beautiful outside to keep you looking absolutely
gorgeous all day long. 

COSMETICS PRODUCTS HYDERABAD

Cosmetics are an integral part of every woman's make-up wardrobe. When one talks of buy
natural cosmetics, cost and quality play a vital role in luring women shoppers. Balaji Grand
Bazar has a wonderful collection of cosmetics including High-end brands and is well stocked
with varied choices that cater to divergent tastes of women shoppers.

Some of the cosmetic products include Cleansers, Moisturizers, Eye Make Up, Lipstick, etc
from well-known brands like L'Oreal, Emami, Lakme, Revlon, Oriflame, other Natural
Cosmetics Hyderabad products etc. What sets Balaji Grand Bazar from others of its ilk is the
variety that is available. The store stocks several hard-to-find items such as chocolate
sprinkles, taco shells and stevia leaves on a regular basis that is a hit with women shoppers. 

HERBAL PRODUCTS

Herbal Beauty Products have been extensively used since generations in many Indian
households. They are preferred predominantly for the natural ingredients that they are made
up of. They appeal to consumers who are increasingly wary of the side-effects of standard
products. Balaji Grand Bazar has a fabulous collection of the finest of herbal products
including Dietary Supplements, Herbal Supplements, Shikakai Powder and Soaps, Henna
Power, Digestive Remedies, Natural herbal remedies, Medicated Skin Care, Medicinal Teas,

30
Tonics and Bottled Nutritive Drinks, etc, from reputed brands like Dabur, Baidyanath,
Himalaya, etc, that appeal to older as well as younger customer audience.

Made from natural herbs or plants, these herbal products offer medicinal properties herbal
extracts, flavors and natural fragrance. They come in special packaging of different sizes at
reasonable prices.

STAPLES

A well spread range of food grains of every kind as well as certain specialized products
which are rarely available at other stores.

From Vegetarian products to food grains you get the best of all, each a high quality product
meeting our strict quality standards which are procured from best areas.

•Food grains
•Whole grains
•Variety of masalas
•Grocery items
•Edible Oils
• Specialty products like Olive oil from Europe, Corn oil from Canada are also available.

BEVERAGES

A multifold range of beverages

• Tea (organic/ inorganic)
• Coffee
• Juices
• Milk shakes
• Mocktails of reputated brands such as Monin, Angostura and many more 
• Health nutrition drinks are also available

our specialty lies in nutritional drinks that does not contain large amounts of caffeine and

31
sugar. So, whatever beverage it is, you are assured of both quality and conscience when it
comes from us.

General Store Supplies Processed Foods

A variety of processed foods like Snacks, Bakery Specialized Snack Foods from various
locations. Also called Convenience Foods, they help customers to reduce time and energy for
preparation.
• Breads
• Pickles
• Condiment pastes
• canned foods 
• Chutneys
• Pappadums
• Khakra
• Roasted namkeen 
• Dietary processed foods are also available. 

Toiletries

We are the one of best Kirana Suppliers/ Merchants in Hyderabad. Hence you can find
Kirana store items & Kirana products and Conditioners at best prices. 

All International products from reputed brands are available

• Shampoos
• Sprays
• Deodorant
• Soaps
• Detergents
• Paper rolls
• Toilet cleaners

32
• Air fresheners
• Toilet cleaning accessories

SHOP NATURAL BEAUTY PRODUCTS

All International world known brands are available. We supply many brands and types of
perfumes, fragrances and cosmetics of high quality and environmentally friendly.

Some prominent ones are

 Creams
 Lotions
 Nourishing creams
 Cleansing masks
 Cleansers
 Scrubs

At Balaji, we are committed to providing beauty skin care products that support you and your
family in maintaining a healthy lifestyle.

FROZEN FOODS

All kinds of Vegetarian frozen foods including

• Ice creams
• Snacks
• Dairy products

and other ready to heat and eat food items. Each are hygienically processed and packed from
reputed sellers.

IMPORTED BRANDS

The retailer has given 15 per cent shelf space to imported products. “We have paid heed to
the growing demand for international products, hence 15 per cent merchandise consists of

33
imported brands. The revenue generated by these is also 15 per cent of the overall revenue,”
Agarwal states.

AWARDS

The retailer was felicitated with the FIFI Award for excellence’ in the foreign food and
grocery segment. The Awards honor regional retailers for their contribution in growing the
imported food business in the country. The awards were held at Coca Cola Golden Spoon
awards function at the premium Food and Grocery Forum India (FGFI) 2014. Held annually
in Mumbai. “We are very thankful to the importers who have helped us meet demand in the
market, thus, helping us grow,” acknowledges Agarwal.

PRIVATE LABELS

When Agarwal took over the family business, shops were selling loose food

Grains; the private label was unheard of. Agarwal introduced cleaning and packaging of food
grains in his store. Today, the retailer offers private label food grains, along with a few major
brands under the Balaji label.

“When I started the shop, I realized that food grains being sold loose were not of a good
quality, so I began sourcing grains and nuts. We have our own packaging section within the
stores, where the grains and nuts are hand cleaned and packaged. We also offer garam
masala, milk masala, almond oil made from Mamra (Irani) almonds, and coconut oil,” says
Agarwal.

MODERNISTION

From start, Balaji Grand Bazar has been a self-service store, and had a billing counter too.
With time, Agarwal modernized operations further by incorporating technology. “In 1999, we
installed CCTV cameras in our stores, and in 2003, computerized billing was introduced
when manufacturers started using barcodes on their products,” says Agarwal. Today, the
bigger stores have four check-outs each, and the smaller formats have two.

34
ROADBLOCKS

“Managing staff, dearth of skilled people, and cost of hiring experienced people is a
challenge,” says Agarwal. Enumerating the other challenges, he adds, “Another challenge is
FMCG companies asking to reduce margins. This is more with the bigger brands as their
products are so popular that they know retailers need to stock them. These companies spend
huge sums on advertisement and promotions but want to save money by decreasing the
retailers’ margins.”

“A lot of companies introduce offers and schemes through TV commercials but they do not
do so at the stores. Customers on seeing the ads start asking for the promotional offers, which
we are not able to provide. This impacts our business and brand name. High operational costs
and overheads such as high electricity bills and real estate costs, add to our burden,” he says.

Future plans

The retailer has been growing at the rate of 7 per cent in the last two years, but Agarwal
believes in slow but steady growth; he will increase his store count only when he sees
demand rise. “We will increase our presence locally once we see that we can serve more
customers. Going by the current market scenario, sustainability is more important. So, we
will expand slowly and steadily. And if the markets improve, we will target yearly growth of
10 to12 per cent,” he says.

3.4 SWOT ANALYSIS

STRENGTH
1) Eliminates links in purchasing chain
2) Consultative selling
3) Presence of big industry houses (MORE, RATNADEEP etc.) which can absorb loses.
4) Consumer service.
5) Variety of products under one roof.
6) Authentic products with Guarantee (some cases)
7) Pleasant shopping ambience.

35
8) Research driven plus competent manpower.

WEAKNESS
1) Reluctance of people (lower and middle class)
2) High overhead
3) Prices more when compared to other super market
4) Non-availability of huge land spaces at prime slots (especially in the metros)

OPPORTUNITIES
1) Status consciousness.
2) Improved sourcing option.
3) Feel and touch option.
4) Increasing media exposure to brand.
5) Focus on more quality, variety, and easy availability under one roof.
6) Increasing time pressure for Indian women.

THREATS
1) Competition from unorganized sector.
2) Government policies.
3) Personal and home attention at smaller shops.

3.5 ACHIEVEMENTS AND AWARDS

The retailer was felicitated with the FIFI Award for excellence’ in the foreign food and
grocery segment. The Awards honor regional retailers for their contribution in growing the

36
imported food business in the country. The awards were held at Coca Cola Golden Spoon
awards function at the premium Food and Grocery Forum India (FGFI) 2014. Held annually.

Chapter IV

DATA ANALYSIS & INTERPRETATION

1. Gender?

Table NO.4.1 Gender

Particulars No. of respondents Percentage (%)
Male 62 62%
Female 38 38%
Total 100 100%

SOURCE- PRIMARY DATA

CHART NO.4.1 gender.

37
 GENDER
70%
62%
PERCENTAGE 60%

50%

40% 38%

30% Percentage (%)

20%

10%

0%
Male Female

PARTICULARS

SOURCE-PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 62% of respondents are male
and 38% of them are female.

INTERPRETATION

From the above table and graph 4.1 maximum of the respondents are male (62%).

2. What is your age?

Table 4.2 showing age of respondents.

Particulars No. of respondents Percentage%

Below 18 15 15%
18-25 54 54%
25-35 19 19%
More than 35 12 12%
Total 100 100%
SOURCE- PRIMARY DATA

CHART NO. 4.2 showing the graph of different ages of respondents.

38
 AGE
60%
54%
50%
PERCENTAGE

40%

30%
Percentage%
19%
20% 15%
12%
10%

0%
Below 18 18-25 25-35 More than 35

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 54% of respondents are between
18-25 age, 19% of respondent are between 25-35 ages,15% of respondents are below 18
age, and 12% of respondents are more than 35 age

INTERPRETATION

From the above table and graph majority of the respondents are between the age group of
18-25.

3 How frequently do you visit Balaji Grand Bazaar?

TABLE NO. 4.3. Frequently visit to store by the respondents.

Particulars No. of respondents Percentage%

Once in a week 15 15%

Rarely 20 20%

once in a month 40 40%

Twice in a week 25 25%

Total 100 100%

SOURCE- PRIMARY DATA

CHART NO. 4.3 Frequently visit to store by the respondents.

39
 FREQUENTLY VISITING BALAJI GRAND BAZAR
45%
40%
40%
35%
PERCENTAGE
30%
25%
25%
20%
20%
15% Percentage%
15%
10%
5%
0%
Once in a Rarely once in a Twice in a
week month week

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 15% of respondents visit once in
a week, 40% of respondents visit once in a month 25% of respondents visit twice in a
week, 20% visit rarely to Balaji Grand Bazar.

INTERPRETATION

The above table and graph describes that 40% the respondents visit once in a month.

4. What is the reason behind purchasing in Balaji Grand Bazaar?

TABLE NO. 4.4 Various reason for buying in the store.

Particulars No. of respondents Percentage%

Good satisfaction 33 33%
over products

Reasonable prices 32 32%

More offers 17 17%
Any other 18 18%
TOTAL 100 100%
SOURCE- PRIMARY DATA

CHART NO. 4.4 Various reason for buying in the store.

40
 REASON FOR PURCHASING
33% 32%
30%
17% 18%
20%
PERCENTAGE 10%
0%
ct
s es er
s er
du pric off oth
o y Percentage%
pr le or
e
An
ver nab M
o o
on as
cti Re
a
ti sf
sa
od
Go
PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 33% of respondents are satisfied
over products 32% of respondents buy products because of reasonable price17% of prefer
more offer when buying the product, and 18% prefer other reason for buying the products.

INTERPRETATION

33% of respondents purchase because of satisfaction over products and 32% of

respondents purchase because of reasonable price.

5. How Balaji grand bazar can attract customers?

TABLE NO. 4.5 showing how store can attract customers.

Particulars No. of respondents percentages

By maintaining 22 22%
quality products
Give more offer and 32 32%
products
Reasonable products 34 34%
and prices
Any others 12 12%
Total 100 100%

SOURCE- PRIMARY DATA

41
 CHART NO 4.5 Graph showing how store can attract customers.

HOW STORE CAN ATTRACT CUSTOMERS

40%

35% 34%
32%
30%

25%
PERCENTAGE

22%
20%

15% 12% percentages

10%

5%

0%
By maintaining Give more offer Reasonable Any others
quality products and products products and
prices

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 22% of respondents by
maintaining the quality products 32% say by giving more offer products, 34% of
respondents say by having reasonable price and products and 12% for other to attract the
customers in Balaji grand bazar.

INTERPRETATION

Majority of the respondents states that they are attracted because of reasonable price and
products.

42
6. What type of products do purchase from Balaji grand bazar?

TABLE NO 4.6 showing different products purchased by the respondents.

Particulars No. of responses Percentages

Food grains 33 33%
Cosmetics 23 23%
Dry fruits 17 17%
Any other 26 26%
Total 100 100%
SOURCE- PRIMARY DATA

CHART NO. 4.6 showing different products purchased by the respondents.

43
 TYPES OF PRODUCTS PURCHASED
35% 33%

30%
26%
PERCENTAGE
25% 23%

20% 17%
15% Percentages

10%

5%

0%
Food grains Cosmetics Dry fruits Any other

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 33% of respondents from food
grains, 24% of respondents from cosmetics, and 17% of respondents from dry fruits, and
26% of respondents from other products.

INTERPRETATION

From the above table and graph 4.6 respondents purchase food grains i.e. 33% over other
products.

7. Why do you prefer to shop in Balaji Grand Bazar?

TABLE NO 4.7 showing various reasons to shop in the store.

Particulars No. of responses Percentage%

Convenience of 28 28%
location and timing
Availability of 36 36%
adequate stock
Variety of products 21 21%
Offers and discounts 15 15%
Total 100 100%
SOURCE- PRIMARY DATA

CHART NO. 4.7 showing various reasons to shop in the store.

44
 CUSTOMER PREFERENCE
40% 36%
35%
PERCENTAGE 30% 28%
25% 21%
20% 15%
15%
10% Percentage%
5%
0%
Convenience of Availability of Variety of Offers and
location and adequate stock products discounts
timing

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 28% of respondents like the
location and timing of the store, 15% for the adequate stock, 21% of respondents shop for
different variety of products and 36% of respondents shop in the store

INTERPRETATION

Most of the respondents interpret that shop in the store because of availability of the stock.

8. How do you feel the pricing of products in Balaji Grand Bazar?

TABLE NO. 4.8 Table showing the different pricing of products.

Particulars No. of respondents Percentage%

Reasonable 25 25%
Affordable 38 38%
Competitive 20 20%
Expensive 17 17%
Total 100 100%

SOURCE- PRIMARY DATA

CHART NO. 4.8 showing the different pricing of products.

45
 PRICING OF PRODUCTS
40% 38%
PERCENTAGE 35%
30%
25%
25% 20%
20% 17%
Percentage%
15%
10%
5%
0%
Reasonable Affordable Competitive Expensive

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 17% of respondents say that it is
expensive, 20% of respondents for competitive, 25% of respondents for reasonable and 38%
of respondents for affordable products in Balaji Grand Bazar.

INTERPRETATION

From the above table (38%) of the respondents say it is affordable when buying a product.

9. Do you suggest any on to shop at Balaji Grand Bazar?

TABLE NO 4.9 suggesting for other customers to visit store

Particulars No. of respondents Percentage%

Yes 60 60%

No 40 40%

Total 100 100%

SOURCE- PRIMARY DATA

CHART NO. 4.9 suggesting for other customers to visit store.

46
 SUGGESTION
70%
60%
60%
PERCENTAGE
50%
40%
40%
30% Percentage%

20%
10%
0%
Yes No

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 60% of respondents suggest to
buy from Balaji Grand Bazar, 40% of suggest not to buy with Balaji Grand Bazar.

INTERPRETATION

The above table and graph depicts that majority of the respondents i.e. 60% suggest others
to visit the store.

10. How often do you buy organic products from Balaji Grand Bazar?

TABLE NO 4.10 showing organic products buying from the store.

Particulars No. of respondents Percentage%

Always 25 25%
Never 11 11%
Rarely 37 37%
Sometimes 27 27%
Total 100 100%

SOURCE- PRIMARY DATA

CHART NO. 4.10 showing organic products buying from the store.

47
 BUYING ORGANIC PRODUCTS
40% 37%
35%

30% 27%
PERCENTAGE

25%
25%

20%
Percentage%
15%
11%
10%

5%

0%
Always Never Rarely Sometimes

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 25% of respondents always buy
organic product, 37% of respondents rarely buy organic products, 27% of respondents
sometime buy organic products and 11% of respondents never buy the product.

INTERPRETATION

From the above table and graph 37% of respondents rarely buy organic products because
of less information of products.

11. How do you feel the pricing of products in Balaji Grand Bazar?

TABLE NO.4.11 showing pricing of products in the store.

Particulars No. of respondents Percentage%

Expensive 10 10
Competitive 42 42
Affordable 30 30
Reasonable 18 18
Total 100 100

SOURCE- PRIMARY DATA

CHART NO. 4.11 showing pricing of products in the store.

48
 PRICING OF PRODUCTS
45% 42%
40%
35%
PERCENTAGE
30%
30%
25%
20% 18% Percentage
15%
10%
10%
5%
0%
Expensive Competitive Affordable Reasonable

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 10% of the respondents say it is
expensive 42% of the say it is competitive, 30% of say it is affordable to and 18% say it is
reasonable price on the products.

INTERPRETATION

The above table and graph depicts that majority of the respondents (42%) say it is
competitive on the pricing of the products.

12. How is your overall experience with Balaji Grand Bazar?

TABLE NO 4.12 showing the respondents experience from the store.

Particulars No. of respondents Percentage%

Excellent 23 23%
Good 41 41%
Average 29 29%
Poor 7 7%
Total 100 100%
SOURCE- PRIMARY DATA

CHART NO. 4.12 showing the respondents experience from the store.

49
 OVERALL EXPERIENCE
45%
41%
40%
35%
PERCENTAGE

30% 29%

25% 23%
20% Percentage%

15%
10% 7%
5%
0%
Excellent Good Average Poor

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 41% of respondents say the
experience is good 23% of respondents for excellent, 29% of respondents for average and
7% of respondents for poor in the experience with Balaji Grand Bazar.

INTERPRETATION

From the table 4.12 overall experience towards respondents is 41% that means they are
satisfied by the stores performance.

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

4.13.1 Location  ( )  ( )  ( )  ( )

  

50
4.13.2 Parking facility  ( )  ( )  ( )  ( )

4.13.3 Cleanness of store  ( )  ( )  ( )  ()

   
4.13.4 Staff helpfulness  ( )  ( )  ( )  ( )
 
4.13.5 Flexibility in payment mode  ( )  ( )  ( )  ( )
 
4.13.5 Return of value for money  ( ) ( )  ( )  ( ) 

4.13.1 Location.

TABLE NO 4.13.1 satisfaction of the respondents towards the location.

Particulars No. of responses Percentage%

Highly Satisfied 25 25%
Satisfied 10 10%
Neither satisfied nor 60 60%
dissatisfied
Dissatisfied 5 5%
Highly dissatisfied 0 0%
Total 100 100%
SOURCE- PRIMARY DATA

CHART NO. 4.13.1 satisfaction of the respondents towards the location.

51
 LOCATION
70% 60%
60%
50%
40%
30% 25%
20% 10%
PERCENTAGE

10% 5%
0%
0%
d d d d d
ie ie ie ie ie
tis
f it sf it sf it sf it sf Percentage%
Sa Sa iss
a
iss
a
iss
a
h ly r d D d
ig no ly
H d igh
fi e H
a tis
e rs
th
ei
N

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

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

INTERPRETATION

From the study we can interpret that 60% of the respondents are neither satisfied nor
dissatisfied with the location

52
4.13.2 Parking facility

TABLE NO. 4.13.2 Satisfaction level of the respondents towards the parking facility.

Particulars No. of responses Percentage%

Highly Satisfied 30 30%
Satisfied 56 56%
Neither satisfied nor 6 6%
dissatisfied
Dissatisfied 7 7%
Highly dissatisfied 1 1%
Total 100 100%

SOURCE- PRIMARY DATA

CHART NO. 4.13.2 satisfaction level of the respondents towards the parking facility.

53
 PARKING FACILITY
60% 56%
50%
40%
30%
30%
PERCENTAGE

20%
10% 6% 7%
1%
0% Percentage%
ed ed ed ed ed
ti sfi ti sfi sfi sfi sfi
Sa Sa ati ati ati
ss ss is s
ly di Di yd
gh r
hl
Hi no g
ed Hi
sfi
s ati
er
ti h
Ne

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 30% of customers are highly
satisfied, 56% of the customers are satisfied, 6% of the customers are neither satisfied
nor dissatisfied, 7% of the customers are dissatisfied, 1% of the customers are highly
dissatisfied on the basis of parking facility.

INTERPRETATION

The table depicts that response towards parking facility by the respondents is satisfactory
i.e. 56% of the respondents are satisfied with the parking facility.

54
4.13.3 Cleanliness of store

TABLE NO 4.13.3 showing cleanliness of the store

Particulars No. of responses Percentage%

Highly satisfied 36 36%
Satisfied 22 22%
Neither satisfied nor 32 32%
dissatisfied

Dissatisfied 12 12%
Highly dissatisfied 0 0%

Total 100 100%

SOURCE- PRIMARY DATA

CHART NO. 4.13.3 showing cleanliness of the store.

55
 CLEANLINESS OF STORE
36% 32%
30% 22%
12%
PERCENTAGGE

15%
0%
0%
d d d d d
sfie sfie sfie sfie sfie Percentage%
a ti
Sa
ti ati ati ati
ys i ss i ss i ss
g hl rd D
ly
d
Hi n o
g h
fied Hi
tis
sa
er
i th PARTICULARS
Ne

DATA ANALYSIS

From the above table and graph it can be interpreted that 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.

INTERPRETATION

Most of the respondents feel that (36%) they are highly satisfied with the cleanliness of the
store.

4.13.4 Staff helpfulness

TABLE NO 4.13.4 showing satisfaction level towards the staff helpfulness.

Particulars No. of responses Percentage%

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

Total 100 100%

SOURCE- PRIMARY DATA

56
 CHART NO. 4.13.4 Showing satisfaction level towards the staff helpfulness.

STAFF HELPFULLNES
60%
52%
50%

40%
PERCENTAGE

30%
25%
Percentage%
20%
12%
10% 8%
3%
0%
Highly Satisfied Neither Dissatisfied Highly
satisfied satisfied dissatisfied
nor
dissatisfied

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

The above table pinpoints 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, and 3% of the customers are highly dissatisfied on the basis of staff helpfulness.

INTERPRETATION

From the above and table we can depict that staff is very much helpful in searching for
product or helping customer i.e. 52% of the respondents are highly satisfied.

57
4.13.5 Flexibility in payment

TABLE NO 4.13.5 satisfaction level towards the payment method.

Particulars No. of responses Percentage%

Highly satisfied 10 10%
Satisfied 70 70%
Neither satisfied nor 7 7%
dissatisfied
Dissatisfied 3 3%

58
 Highly dissatisfied 10 10%

TOTAL 100 100%

SOURCE- PRIMARY DATA

CHART NO. 4.13.5 satisfaction level towards the payment method.

FLEXIBILITY IN PAYMENT
80%
70%
70%
60%
50%
40%
PERCENTAGE

30%
20%
10% 7% 10%
10% 3%
Percentage%
0%
ed ed ed ed ed
ti sfi ti sfi sfi sfi sfi
sa Sa ati ati ati
ly is s Di
ss is s
gh rd yd
Hi no
g hl
ed Hi
sfi
s ati
er
i th
Ne

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the data above specified, 10% of customers are highly satisfied, 70%of the
customers are satisfied, 7% of the customers are neither satisfied nor dissatisfied, 3% of
the customers are dissatisfied, 10% of the customers are highly dissatisfied on the basis of
Flexibility in Payment mode.

INTERPRETATION

The above depicts that 70% of the respondents are highly satisfied with the payment
method i.e. may be cash or debit/credit cards or e- payment (paytm, phonepe).

59
4.13.6 Return of value for money

TABLE NO 4.13.6 satisfaction level for the value return of the money.

Particulars No. of responses Percentage%

Highly satisfied 5 5%
Satisfied 40 40%
Neither satisfied nor 35 35%
dissatisfied

Dissatisfied 10 10%

60
 Highly dissatisfied 10 10%
TOTAL 100 100%
SOURCE- PRIMARY DATA

CHART NO. 4.13.6 Satisfaction level for the value return of the money.

RETURN OF VALUE FOR MONEY

40%
40% 35%
30%
20%
10% 10%
PERCENTAGE

10% 5%
0%
d d d d d
s fie s fie s fie s fie s fie
s ati ati ati ati ati Percentage%
S i ss ss is s
gh
ly
rd Di yd
Hi no
g hl
ed Hi
sfi
s ati
er
i th
Ne

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 5% of respondents are highly
satisfied, 40% of the customers are satisfied, 35% of the respondents are neither satisfied
nor dissatisfied, 10% of the customers are dissatisfied, 10% of the respondents are highly
dissatisfied on the basis of Return of Value for Money.

INTERPRETATION

The table 4.13.6 depicts that 40% of the respondents are satisfied after using the products
i.e. value return for the money.

14. Which store do you prefer other than Balaji Grand Bazar?

TABLE NO. 4.14 table showing the other store preference.

Particulars No. of respondents Percentage
Reliance fresh 31 31%
Vishal mega mart 15 15%
More 19 19%

61
 D-mart 35 35%
Total 100 100%
SOURCE- PRIMARY DATA

CHART NO. 4.14 showing the other store preference.

OTHER STORE PREFERENCE

40%
35%
35%
31%
30%
PERCENTAGE

25%
20% 19%
15%
15% Percentage
10%
5%
0%
Reliance fresh Vishal mega More D-mart
mart

PARTICULARS

DATA ANALYSIS

The above table suggest that from the overall respondents 31% of respondents prefer
Reliance fresh, 15% of respondents prefer Vishal mega mart, 19% prefer for more and
35% of the respondents prefer D-mart to shop.

INTERPRETATION

From the above table and graph 35% of the respondents prefer D-mart for purchasing the
products and 31% of the respondents prefer Reliance fresh for buying the products.

15. How did you come to know about Balaji Grand Bazar?

TABLE NO 4.15 showing the store information.

Particulars No. of respondents Percentage%
Friends/Relative 21 21%
references
Colleague reference 14 14%
Word of mouth 55 55%
Advertisement 10 10%

62
 Total 100 100%
SOURCE- PRIMARY DATA

CHART NO. 4.15 showing the store information

KNOWING ABOUT THE STORE

60% 55%
50%
40%
30% 21%
PERCENTAGE

20% 14%
10%
10%
0%
es ce th t Percentage%
nc en ou en
e re f er m s em
re
f re of rti
e d ve
e gu or d
a tiv a W A
el l le
s/
R Co
nd
ie
Fr

PARTICULARS

SOURCE- PRIMARY DATA

DATA ANALYSIS

From the above table and graph it can be interpreted that 55% of respondents got the
information about the store through word of mouth, 21% of respondents from friends 14%
of respondents through colleague reference and 10% through advertisement.

INTERPRETATION

Most (42%) of the respondents say it is competitive in pricing of the products when
compared with the other store.

Chapter V

FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS
 From the above table 4.1 62% of the respondents are male.
 The table 4.2 depicts that 54% of the respondents (majority) are with the age of 18-25
age where they visit and shop in the store.

63
 According to the study (40%) of respondents frequently visit once in a month
depending on the purchasing of products in the store.
 From the above study the reason for purchasing in the store is satisfaction on the
products (33%) and also for the reasonable prices of the products (32%).
 According to study (34%) of the respondents say that the store can attract more
customers by giving reasonable products and price and also by giving more offer and
products.
 From the table 4.6 Products which are usually purchased by respondents is food
grains (33%).
 The above table depicts reason for shopping in store is availability of stock (36%) in
the store.
 From the above table & graph 38% of the respondents say it is affordable pricing of
products because of consistent availability of quality products in less price.
 The above table depicts 60% (out of 100%) of the respondents suggest other
customer to shop in the store may be because of more products, loyal towards
customers less price in products etc.
 From the study we can interpret 37% of the respondents rarely buy organic products
from the store because of less importance or may be quality is not satisfied by the
respondents.
 From the table 4.12 overall experience towards respondents is 41% that means they
are satisfied by the stores performance.
 From the study we can interpret that 60% of the respondents are neither satisfied nor
dissatisfied with the location.
 The table depicts that response towards parking facility by the respondents is
satisfactory i.e. 56% of the respondents are satisfied with the parking facility.
 Most of the respondents feel that (36%) they are highly satisfied with the cleanliness
of the store.
 From the above and table we can depict that staff is very much helpful in searching
for product or helping customer i.e. 52% of the respondents are highly satisfied.
 The above depicts that 70% of the respondents are highly satisfied with the payment
method i.e. may be cash or debit/credit cards or e- payment (paytm, phonepe).
 The table 4.13.6 depicts that 40% of the respondents are satisfied after using the
products i.e. value return for the money.

64
  From the above table and graph 35% of the respondents prefer D-mart for purchasing
the products and 31% of the respondents prefer Reliance fresh for buying the
products.
 Most (42%) of the respondents say it is competitive in pricing of the products when
compared with the other store.

SUGGESTION

 To attract customers situated in all the areas, advertisement can be given through all
media.
 The management should offer low price to its customers.
 Pretty combination with good services should be done to retain customers.
 Various offers can be provided to them to attract new customers.
 Overall it is suggested that the same standard is to be maintained.
 Customer’s behavior always looks for some extra benefit with purchasing. They
demand for affordable price for products and gifts with purchasing.
 They should keep a close eye on competitor strategy in order to know their strategies
for attracting customer like discounts or cashback etc.

CONCLUSION

This study has basically helped to know the services rendered by Balaji Grand Bazaar and
what influence people to shop at Balaji Grand Bazar. Most of the customers are influenced by
the offers in Balaji Grand Bazar. Balaji Grand Bazar has great offers for their Customers that

65
acts as the motivating factor which brings the customers to big Bazaar. Most of the customers
are satisfied with the Balaji Grand Bazar and addicted towards purchasing the products

Customers feel that Balaji Grand Bazar have variety of products available in Various
departments and also feel that shopping with Balaji Grand Bazar is convenient and saves
there valuable time. This is due to the proper facility that is available in Balaji Grand Bazar.

The customers are very loyal towards Balaji Grand Bazar, hence they want to visit Balaji
Grand Bazar again and says that they definitely like to visit Balaji Grand Bazar again. This
shows that customers are satisfied with their service while shopping at Balaji Grand Bazar.

LIMITATIONS

The project has some limitations because it is totally based on efforts of individuals. People
may be careless and may not give correct answer to the questions, because of many reasons.

 It is totally based on personal efforts of individuals.

 Some of the consumers are unable to understand the questionnaire.
 Language is one of the worst problem, some of the consumers are unable to
understand English.
 Some consumers are not interested in filling questionnaire.

66