ANNAMALAI UNIVERSITY

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Enrolment Number: 2491900068

1. Name and Address of the Student
2. Subject Area of the Project
3. Title of the Project
(In capital letters)
4. Name and Official Address of the
Research Supervisor.
(Bio-Data should be enclosed)
Signature of the Student
: MD SHAKIL AHMED
RAMAIAH INSTITUTE OF MANAGEMENT
STUDIES (RIMS),15, NEW BEL ROAD, MSR
NAGAR, MSRIT POST, BANGALORE,
KARNATAKA, 560054
: MARKETING
: A STUDY ON CONSUMER BUYING BEHAVIOUR
TOWARDS BIG BASKET IN BANGALORE.
: PROF. ROHINI RATHORE, RIMS,
BANGALORE
:

Date:
Signature of the Research Supervisor:
Name: PROF. ROHINI RATHORE
Academic Year: 2019 - 2021
Number of Candidates: … … … … … …
(Number of candidates should not exceed Five
for a Research supervisor in an academic
year)
Encl: 1. Synopsis
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Scrutinised by Approved / To Resubmitted

Head – Management Wing

SYNOPSIS OF
“A STUDYON CONSUMER BUYING BEHAVIOUR
TOWARDS BIG BASKET IN BANGALORE”
 By

MD SHAKIL AHMED
2491900068

For partial fulfillment of the requirements of final year MBA curriculum of Two
years Full time MBA (Industry Integrated) Programme.

Submitted to:

Through
 INDEX
SL.NO CHAPTER SCHEME PAGE NUMBER

1. Introduction
1.1 Steps in Consumer buying
behaviour
1.2 Area of project
1.3Industry details
1.4Statement of research problem
2. Review of literature
2.1 detailed review

3. Research Methodology
3.1 Objectives
3.2 Data Collection
3.3 Hypothesis
3.4 Sampling plan and techniques

3.5 Limitations of the study

4. Proposed plan of work

5. Expectations

6. Reference
 EXCUTIVE SUMMARY
A study will be conducted with the theme “A STUDYON CONSUMER BUYING
BEHAVIOUR TOWARDS BIG BASKET” This article aims to understand the triggers
that influence online grocery purchases. This study aims to determine the market
research and online shopping. Design / Methodology - Two-step research process.
First of all, the exploratory qualitative research was carried out in order to gain
insight into consumer online shopping behavior. Subsequent large-scale
quantitative surveys expanded the results of qualitative research and verified the
role of contextual factors in incitingonline grocery store purchases (and
suspensions). Cluster analysis is used to subdivide consumers based on the
importance of a particular type of situation. Findings – Qualitative and
Quantitative results will determine the importance of contextual factors, such as
having an infant or having health problems, as a trigger to start buying groceries
online. Once the initial trigger disappears or they encounter service problems,
many shoppers stop online shopping. Although contextual factors are beyond the
control of marketers, they can be used as the basis for marketing communications
content and targeted advertising, such as through the use of magazines for new
parents. Originality /Value - The importance of contextual factors as triggers for
the adoption of online foodshopping indicates that the adoption process is unstable,
driven by circumstances rather than cognitive elaboration and decisions. The
adoption of online shopping seems to be conditional and may be interrupted when
the initial situation changes.

CHAPTER 1
 1. INTRODUCTION
1.1 STEPS IN CONSUMER BUYING BEHAVIOUR
A consumer takes decisions based on many criteria. However, the triggers of
consumer purchases happen much before the actual purchase itself. This is
where marketing plays its part. Marketing &Advertising look to change or
affect the consumer buying behavior, so that the consumer prefers buying the
product of a company he is well aware of (and one which has been well
marketed).

However, if you want to look at the consumer buying behavior of the 21st
century, you have to acknowledge that consumerism is playing a major role in
their decision making. The consumers are getting used to their regular brands
and they hardly shift from these brands. Accordingly, there are three levels of
involvement of a consumer towards the purchase of a brand. Depending on
these levels of involvement, consumer buying behavior may vary.

Certain factors like Cultural, Social, Individual and Psychological that affects
Consumers Buying Behavior is showed down below with the help of a suitable
diagram.

1.2AREA OF PROJECT WORK

A study on Consumer Buying Behaviour towards Big Basket in Bangalore.
1. To study how often consumer buy from Big Basket.
2. To study about the products that people buy most.
3. To study the different offers that Big Basket provides to the consumer.
4. To analyse the approach which help them to get more business.
5. To understand the complex nature of consumer decision making while
buying from Big Basket.
6. To study which online grocery consumer prefers most.
7. To study the decision process of the consumer.
8. To study the marketing strategy of Big Basket.
9. To study the relationship of Big Basket with clients.

1.3 COMPANY PROFILE

As we as a whole realize that "Enormous container'' is India's quickest developing
on theweb sustenance and market. As research said that With in excess of 18,000
items and over a 1000 brands in our inventory you will discover all that you are
searching for ideal from crisp Fruits and Vegetables, distinctive kinds of rice( like
basmati rice, bubbled rice ,crude rice, tulsibhogh rice),meat, chocolates,
caffeinated drinks, pastry kitchen, cake, dry organic products, sunflower oil, dairy,
dal (masoor dal , channa dal, moong dal, sonamoong dal, toor dal, arhar dal and so
forth.), green tea, and so on items from various brands are likewise accessible in
Big crate, for example, amul, haldirams, Nescafe, Tropicana, ariel, MTR bru,
Britannia and so on. We can look over an extensive variety of choices in each
classification, only handpicked to enable you to locate the best quality accessible at
the most reduced costs. We can choose our own conveyance availabilities and we
will get conveyed appropriate to your doorstep, we can arrange the items anyplace
in Bangalore, Hyderabad, Mumbai, Pune, Chennai, Delhi, Noida, Mysore,
Coimbatore, Vijayawada-Guntur, Kolkata, Ahmedabad- Gandhinagar, Lucknow-
Kanpur, Gurgaon, Vadodara, Visakhapatnam, Surat, Nagpur, Patna, Indore and
Chandigarh Tricity we are giving distinctive installments alternatives like customer
can pay by internet ,utilizing your charge/Visa or with money/on conveyance.
Presently at show in excess of 4000 representatives are working in our
organization. As shopper indicating trust on Big bushel we are conveyed best
nature of items and accessible 24*7 for client benefit with such a significant
number of alternatives like return,trade,criticism to enhance or differentiated items
or enhance our administrations with this development in Big container this year we
crossed in excess of 5 million check in conveyed client orders. With their attention
on quicker conveyance time, the organization had conveyed a great deal to clients
over basic needs. Enormous container is an online foodstuffs vender which causes
a client to leave the dull work of shopping for food and gives a casual method for
basic needs shopping by sitting at home. Enormous container permits finding
distinctive results of various brands by sitting at home or in the workplace. Huge
bin has helped from multiple points of view for instance - no all the more stalling
out in congested driving conditions, paying for stopping, remaining in long lines
and conveying overwhelming sacks – we can get anything whichwe need and it
help to put arrange at whatever point we need no particular time, it give us
alternative of choosing our conveyance time . Enormous crate foresee future
request and supply , with the assistance of current information it anticipate the
requests and staying away from wastage, So Big bushel for maintaining a strategic
distance from regular assets, HR and so forth.
HariMenon was the author of the enormous crate; he was bolstered by his
companions VS Sudhakar, Vipul Parekh, AbhinayChoudhari and V S Ramesh. In
the year 1999, they propelled their online retail site called 'Fabmart'. Despite the
fact that they managed to get some footing however since their thought was route
comparatively radical, they couldn't shake the majority. To begin with they gave
their more consideration on Fabmall which was online business and retail chain of
supermarket. They likewise converged with 'Trinethra' to expand their business.
Inside a time of seven years they extended their business to 200 stores crosswise
over Andhra Pradesh, Tamil Nadu, Karnataka and Kerala. By then of time they
chose to pitch their business to Aditya Birla Group however Krishnan Ganesh a
business person finished up to proceed with it. Lastly in December 2011, they
propelled enormous bushel.com! That was the time when they all chose to put the
online business on the secondary lounge and spotlight absolutely on 'Fabmall' with
all their vitality. Retail chain of basic supplies store was named Fabmall. Executing
numerous methodologies and with diligent work, in a matter of seven years, they
prevailing to grow their business to 200 stores crosswise over Andhra Pradesh,
Tamil Nadu, Karnataka and Kerala. Around a similar time, they likewise chose to
auction the business to Aditya Birla Group. Raj kondur the fellow benefactor of
chrys capital financed $10 million in Big bushel so on after it dispatch. There were
15 subsidizing rounds of more than $100 million in the entire year of 2014.UAE's
Abraaj bunch has supported $150 million for the extension of administrations in
the littler urban areas. Existing speculators the individuals who took part in the
rounds are Bessemer Venture Partners and Helion Advisors, International Finance
Corp and Sands Capital. Without a moment to spare was received by Big crate
which implied obtained to-arrange. In the nick of time display is portrayed by - the
conveyance kid straightforwardly gets the thing from the retailer, and will
specifically be conveyed to the client's entryway.
1.4 STATEMENT OF RESEARCH PROBLEMS

The issue with the Big Basket is that the clients are sometimes not happy with the items and
havedistinctive protestations like:
1. Many a time the orders are not delivered in time.
2. The quality of fruits and vegetables gets compromised.
3. They sometimes follow unprofessional practices.
4. Automatic cancelation of items is a big problem.
5. Delivery of lapsed items.
6. To determine the factors responsible for customer satisfaction.
7. To understand the customer awareness on Big Basket.

CHAPTER 2
LITERATURE REVIEW
2.1 REVIEW OF LITERATURE
Amol Ranadive (2015) has made a study which looks into the levels of
acceptanceamong consumers in Vadodara city. It focuses the factors that affect the
consumers buying intentions and shopping preferences. The results of the study
conducted have reaffirmed that the framework of Theory of Planned
Behaviour (TPB) is applicable to the measurement of consumer’s behavioral
intentions while shopping for groceries online. This study presents
substantial empirical support for the sufficiency of Ajzen’s TPB model in online
shopping behavior. Thus
with all the other three variables of the TPB, the study demonstrates the predictive
utility of the TPB to determine online shopping behavior, specifically for grocery
shopping in the city of Vadodara.

Gulten Bozkurt (2010) study was based on the comparison of the

consumerenvironmental characteristics of regular grocery shoppers who buy online
from those who buy in the store. It also aimed at the food shopping habits between
consumers who buy online against those who buy in the store. The results
obtained in this study showed that there was no variation between the
online and the physical store participants in relation to environmental
characteristics when shopping for food or groceries.

Online shopping has unique characteristics. Huseynov and Yıldırım (2014)

emphasized that the lack of physical interaction tends to be the critical impediment
in online retail sales followed by the privacy of individual information and security
of financial transactions over the Internet. Demangeot and Broderick (2010) also
revealed that perceived ease of use does not affect the behavioral pattern in this
case rather influenced by security and privacy issues. No relationship is built
between the customer and the online shop in the presence of perceived online risk
even if a customer spent hours on the Internet (Zuroni & Goh, 2012).

Vijayasarathy (2004),in his research, used a sample of 281 consumers to test a

modelof consumer intention to use online shopping. The study found
compatibility, usefulness, ease of use, and security to be significant predictors of
attitude towards online shopping, but privacy was not. Another finding showed that
intention touse online shopping was strongly influenced by attitude toward online
shopping, normative beliefs, and self-efficacy
 RESEARCH METHODOLOGY

3.1 OBJECTIVE OF STUDY

To find out satisfaction level of existing customers
To identify issues faced by user for online shopping in groceries
To find out the reasons of dissatisfaction of customers via feedback obtained
To find the expectation of customers from a retailer
To know about strategies to attracts customers
Operation of the Big basket

3.2 DATA COLLECTION

Sources of data collection can be from:-

1.PRIMARY DATA:- The main tool which will be used for the purpose of primary data
collection is questionnaire and survey administration.

2.SECONDARY DATA :- It is the data that have been already collected by and readily
available from the other sources. This data for the study will be collected from
magazines,journals,articles, websites etc.

Research Instrument: For this purpose, direct face-to-face interview method will be
employed to collect the data from the respondents. Questionnaire to be used mostly close ended
and some open ended.

3.3 FORMULATION OF WORKING HYPOTHESIS

H0 (Null Hypothesis):On time delivery have no positive and direct impact on consumer buying
behavior for online grocery shopping.

Quality has no positive and direct impact on consumer buying behavior for online grocery
shopping,

HA (Alternate Hypothesis):On time delivery have a positive and direct impact on consumer
buying behavior for online grocery shopping.

Quality has positive and direct impact on consumer buying behavior for online grocery shopping,
3.4 SAMPLING PLAN AND TECHNIQUES

For the research to be carried out it’s very important that a sample size is proportionate with the
population of the region where the research is conducted.Sample provides a path for the research
to take place and further go on for attaining the correct results. The methods that I’ll be using
here are:

Sampling Method: Simple random sampling method.

Sampling unit: Individual’s who are customers of Big Basket.

SAMPLING FRAME: customers residing in Bangalore,

SAMPLE SIZE: 150 customers will be randomly selected for the study

Statistical tools: Appropriate statistical tool will be used, for example convenience sampling,
personal contact survey and used for analysis, chi-square test.

3.5 LIMITATION OF THE STUDY

The sample selected for data collection which consist of customers which regularly
purchase grocery item from the big basket. Respondent who are not preferring Big
basket where not taken into consideration while doing analysis.

 Shortage of time factors one of the major constraints.

 It is very difficult to check the accuracy of the information provided.
 The method will be unsuitable if the number of employees to be surveyed is less as it
will be difficult to draw logical conclusions regarding the digital marketing concepts at
Big Basket.
 All the observation and recommendation will be made on the feedback obtained from
survey.
 All the secondary data are not readily available.

CHAPTER- 4
 PROPOSED PLAN OF WORK

Week 1- Week 2 Introduction

Week 3- Week 5 Literature Review

Week 6 – Week 7 Questionnaires Preparation, Data

Collection from the respondent.

Week 8 – Week 9 Analysis of Data

Week 10 – Week 11 Research Finding

Week 12 Report Submission

EXPECTIONS
 Why market of BIG BASKET is comparatively low as compared to
other grocery shopping sites?
 It will help in identifying the main reason as to why the consumer
doesn’t want to shop from BIG BASKET.
 To know about online grocery shopping sites.
 To study consumption pattern of groceries by consumers.
 To know which factors, mostly influences the consumer to go for
online grocery shopping.
 To study impact of advertisement on consumers.
 To help the company marketing managers to design an effective
marketing mix for its target customer.
 To put emphasis on various offers/ discounts by online grocery
shopping sites.

REFERENCES:
REFERENCE LINKS:
Analysis and the measurement of Service Quality”, European Journal of
Marketing, Vol. 27 (2) pp. 59-70.
Lehtinen, U. and Lehtinen, J. R. (1982), “Service Quality: A Study of Quality
Dimensions,” unpublished working paper, Service Management Institute, Helsinki,
Finland.
Parasuraman, A. Berry, L. L. and Zeithaml, V.A. (1988), “SERVQUAL: A
Multiple-Item Scale for measuring Service Quality,” Journal of Retailing, 64 (1),
12-40.
Parasuraman, Zeithaml & Berry (1985). A conceptual model of Service quality and
its implication for future research. Journal of Marketing, 49 (4), 41-50.
Parasuraman, A. Berry, L. L. and Zeithaml, Valarie A. (1991), “Refinement and
Reassessment of the SERVQUAL Scale,” Journal of Retailing, 67(4), 42-50
Ennew, C. T. Reed, G. V; and Binks, M. R. (1993). “Importance-Performance.
Sasser, W. Earl, Jr., Olsen, R. P. and Wyckoff, D. D. (1978), Management of
Service Operations: Text and Cases. Boston: Allyn & Bacon.

REFERENCE BOOKS:
 Analysis of Consumer Behaviour Online: DejanPetrovic
 Basic of Marketing: Dr. P. C. Pardeshi
 Marketing Management: Philip Kotler

REFERENCE SITES
www.wikipedia.com
www.bigbasket.com
www.google.comhttps://www.indeed.co.in/cmp/big-Basket/reviews
http://economictimes.indiatimes.com/topic/bigbasket
http://techstory.in/bigbaske/
https://www.facebook.com/bigbasket.com/
http://www.yosuccess.com/success-stories/hari-menon/
https://www.bigbasket.com/contact/