A

PROJECT REPORT

ON

“CUSTOMER BUYING BEHAVIOR TOWARDS ORGANIZED FMCG RETAIL

STORE IN BARODA MANJALPUR AREA.”

Submitted to GTU

Date: 28/05/11 Batch: 2009-11

Guided By: Prepared By:

Mr. PRATIK BHAVSAR Mitesh Sharma

(Enroll No 097330592047)
Megha Raj

(Enroll No 097330592049)
 PREFACE

The professional training is the internal part of an MBA program. It helps the students
understand practical aspects of Business Management in a better way as a part of MBA program
S.G.P.I.M.S(GTU). The project study time was four month.

“Market research is the systematic and objective identification, collection, analysis and
use of information for the purpose of improving decision making related to identification and
solution of problem and opportunity.”

CONSUMER BUYING BEHAVIOR

“The job of marketer is to meet and satisfy target customers needs and wants but
“knowing customer" is not a simple task. Understanding the buying behavior of the target market
for its company products is the essential task for the marketing dep’t. The job of the marketers is
to “think customer” and to guide the company into developing offers, which are meaningful and
attractive to target customers and creating solutions that deliver satisfaction to the customers,
profits to customer and benefits to the stakeholders. Marketers must study the customer taste,
preferences, wants, shopping and buying behavior because such study provides the clues for
developing the new products, price, product changes, messages and other marketing mix
elements. “

To be a Master of Business Administration student is a matter of pride because we are in

a field, which helps us to develop from a normal human being into discipline and dedicated
professional. One has to be a good learner to shaper knowledge in the particular field to achieve
and attain the desired goals and heights.

We had learned a lot during this grand project, and we hope this will be helpful and
useful to us.
 Acknowledgement

We wish to express our sincere gratitude to Prof. M.R.Brahmachari, principal of

S.G.P.I.M.S College for providing me an opportunity to do our project work on
“CUSTOMER BUYING BEHAVIOR TOWARDS ORGANIZED FMCG RETAIL
STORE IN BARODA MANJALPUR AREA.”

This project bears on imprint of many people. Our sincere thanks to our project guide
Mr. PRATIK BHAVSAR for their guidance and encouragement in carrying out this project
work. Our special thanks to our other faculty members who also helped us to work on this
project. We are also thankful to all customers who gave their valuable time, their co-operation
and support.

Last but not least we wish to avail our self of this opportunity, express a sense of
gratitude and love to our friends and our beloved parents for their manual support, strength,
and help.

Mitesh Sharma

(Enroll no 097330592047)

Megha Raj

(Enroll no 097330592049)

MBA 2nd Year, Sem.IV

Place: DHARMAJ.

Executive summary
This grand project report is prepared on “A STUDY OF CUSTOMER BUYING BEHAVIOR
TOWARDS ORGANIZED RETAIL STORE FOR FMCG PRODUCT IN BARODA
MANJALPUR AREA”

Investment Opportunities in the Retail Sector

A good talent pool, unlimited opportunities, huge markets and availability of quality raw
materials at cheaper costs is expected to make India overtake the world's best retail economies by
2042, according to industry players.

Fast moving consumer goods

The Indian FMCG sector is estimated at US$ 25 billion1 (Rs. 120,000 crore), including
tobacco. It has grown consistently over the last 3-4 years, including the last 12 months of
economic slowdown. Unlike developed markets, which are dominated by a handful of large
players, India’s FMCG sector is fragmented and a substantial part of the market comprises of
unbranded and unpackaged products.

Here in this project we are going to include 4 organized retail store condition in
manjalpur area. That is Big bazaar, Reliance Fresh, More and D-mart.

Objectives of study:

To know consumer’s behavior regarding organized retail store and why they prefer organized
retail store to purchase their FMCG products.

Research methodology:

The sample size is 260 respondents.

Here we are using non probability sampling method under that we are going to use convenience
sampling method

Findings and conclusion

 This survey helped us to find out that in Manjalpur, Baroda majority of the people like to
purchase from organized Retail store. So we can say that there is more opportunity for organized retail
store in Baroda city area. Analysis shows that in organized retail store respondents gave more importance
to Price & Quality, convenience, Variety of products and Discount. Many people found problem in
organized retail store regarding insufficient billing payment, staff misbehavior and heavy crowd. People
are satisfied with organized retail store services, but they find problem in check out process.

From our study we have reached at the conclusion that, the organized retail however is at a very
nascent stage though attempts are being made to increase its proportion to 9-10 per cent by the year 2015
bringing in a huge opportunity for prospective new players.

Activity Report Card

Activity week week week week week week week week week week Week
1 2 3 4 5 6 7 8 9 10 11
Literature ***** ***** **** ***** ***** ****** ****** ***** **** *****
survey
Project ***** *****
selection*
Pilot test *****
Preparing **** ***** *****
questionnaire
Field visits-data ****** ******
collection
Data analysis ****** ***** ****
Report writing **** *****
Conclusion n *****
recommendatio
n

Literature review
 Advertising express magazine January 2011 has helped us studying about the awareness
of retail super store and buying behavior pattern of customers, who purchase from organized
retail store. We have studied Retailing management (3rd edition) by, Swapna Pradhan &
Marketing White Book 2010-11. This book also helped us to select this retail industry topic.

We have studied service marketing (4th edition) by, Zeithaml, Gremler, Bitner,Ajay
pandit, which helped us to understand the service sector and also the important Dimension of
service quality as well as importance of the physical evidence of the retail outlets.

Marketing research book by, Naresh K Malhotra was also helpful to us for solving the
problem, which occurred during our research. Business Statistics by, KEN BLACK was also
helpful to us for doing statistical analysis.