A Study On Consumer Behaviour in Kurinji Metro Bazaar Kumbakonam

“A STUDY ON CONSUMER BEHAVIOUR IN KURINJI METRO
BAZAAR KUMBAKONAM.,”
CHAPTER-I
1.1 INTRODUCTION
Consumer behaviour is the study of individuals, groups, or organizations and all the
activities associated with the purchase, use and disposal of goods and services, including the
consumer's emotional, mental and behaviour responses that precede or follow these activities.
Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the
marketing area. Consumer behaviour is an inter-disciplinary social science that blends
element,from psychology, sociology, social anthropology, ethnography, marketing and economic
s, especially behavioural economics. It examines how emotions, attitudes and preferences affect
buying behaviour.
Characteristics of individual consumers such as demographics, personality lifestyles and

behavioural variables such as usage rates, usage occasion, loyalty, brand advocacy, willingness
to provide referrals, in an attempt to understand people's wants and consumption are all
investigated in formal studies of consumer behaviour. The study of consumer behaviour also
investigates the influences, on the consumer, from groups such as family, friends, sports,
reference groups, and society in general.
The study of consumer behaviour is concerned with all aspects of purchasing behaviour
- from pre-purchase activities through to post-purchase consumption, evaluation and disposal
activities. It is also concerned with all persons involved, either directly or indirectly, in
purchasing decisions and consumption activities including brand-influencers and opinion leaders.
Research has shown that consumer behaviour is difficult to predict, even for experts in the
field. However, new research methods such as ethnography and consumer neuroscience are
shedding new light on how consumers make decisions.
Marketing is so much more than creating a catchy phrase or a jingle people will sing for
days. Understanding consumer behavior is a vital aspect of marketing. Consumer behavior is
the study of how people make decisions about what they buy, want, need, or act in regards to a
product, service, or company. It is critical to understand consumer behavior to know how
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potential customers will respond to a new product or service. It also helps companies identify
opportunities that are not currently met.
A recent example of a change in consumer behavior is the eating habits of consumers that
dramatically increased the demand for gluten-free (GF) products. The companies that monitored
the change in eating patterns of consumers created GF products to fill a void in the marketplace.
However, many companies did not monitor consumer behavior and were left behind in releasing
GF products. Understanding consumer behavior allowed the pro-active companies to increase
their market share by anticipating the shift in consumer wants.
The Three Factors
To fully understand how consumer behavior affects marketing, it's vital to

understand the three factors that affect consumer behavior: psychological, personal, and social.
Psychological Factors
In daily life, consumers are being affected by many issues that are unique to their
thought process. Psychological factors can include perception of a need or situation, the person's
ability to learn or understand information, and an individual's attitude. Each person will respond
to a marketing message based on their perceptions and attitudes. Therefore, marketers must take
these psychological factors into account when creating campaigns, ensuring that their campaign
will appeal to their target audience.
Personal Factors
Personal factors are characteristics that are specific to a person and may not relate to
other people within the same group. These characteristics may include how a person makes
decisions, their unique habits and interests, and opinions. When considering personal factors,
decisions are also influenced by age, gender, background, culture, and other personal issues.
For example, an older person will likely exhibit different consumer behaviors than a younger
person, meaning they will choose products differently and spend their money on items that may
not interest a younger generation.
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Social Factors
The third factor that has a significant impact on consumer behavior is social
characteristics. Social influencers are quite diverse and can include a person's family, social
interaction, work or school communities, or any group of people a person affiliates with. It can
also include a person's social class, which involves income, living conditions, and education
level. The social factors are very diverse and can be difficult to analyze when developing
marketing plans.
However, it is critical to consider the social factors in consumer behavior, as they

greatly influence how people respond to marketing messages and make purchasing decisions.
For example, how using a famous spokesperson can influence buyers
Economic model
The economic model of consumer behavior focuses on the idea that a consumer’s
buying pattern is based on the idea of getting the most benefits while minimizing costs. Thus,
one can predict consumer behavior based on economic indicators such as the consumer’s
purchasing power and the price of competitive products. For instance, a consumer will buy a
similar product that is being offered at a lower price to maximize the benefits; an increase in a
consumer’s purchasing power will allow him to increase the quantity of the products he is
purchasing.
Learning model
This model is based on the idea that consumer behavior is governed by the need to
satisfy basic and learned needs. Basic needs include food, clothing and shelter, while learned
needs include fear and guilt. Thus, a consumer will have a tendency to buy things that will
satisfy their needs and provide satisfaction. A hungry customer may pass up on buying a nice
piece of jewelry to buy some food, but will later go back to purchase the jewelry once her hunger
is satisfied.
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Psychoanalytical model
The psychoanalytical model takes into consideration the fact that consumer behavior
is influenced by both the conscious and the subconscious mind. The three levels of
consciousness discussed by Sigmund Freud (id, ego and superego) all work to influence one’s
buying decisions and behaviors. A hidden symbol in a company’s name or logo may have an
effect on a person’s subconscious mind and may influence him to buy that product instead of a
similar product from another company.
Sociological model
The sociological model primarily considers the idea that a consumer’s buying pattern
is based on his role and influence in the society. A consumer's behavior may also be influenced
by the people she associates with and the culture that her society exhibits. For instance, a
manager and an employee may have different buying behaviors given their respective roles in the
company they work for, but if they live in the same community or attend the same church, they
may buy products from the same company or brand.
Importance of Consumer Behaviour to Marketers
It is important for marketers to study consumer behaviour. It is important for them to

know consumers as individual or groups opt for, purchase, consumer or dispose products and
services and how they share their experience to satisfy their wants or needs (Solomon, 2009).
This helps marketers to investigate and understand the way in which consumers behave so that
they can position their products to specific group of people or targeted individuals.
In regard to the marketer's view point, they assume that the basic purpose of
marketing is to sell goods and services to more people so that more profit could be made. This
principle of making profits is heavily applied by almost all marketers. Earlier, the marketers were
successful in accomplishing their purpose. However, today, as the consumers are more aware
about the use of product and other information of the product, it is not easy to sell or attract
customer to buy the product (Kumar, 2004). Thus, in order to sell a product or service or to
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convince consumers to buy product, the marketers have to undergo through proper research to
win them over.
The following are some of the points discussed that explains the value to marketers of
understanding and applying consumer behaviour concepts and theories.
1. To understand Buying Behaviour of consumers

2. To create and retain customers though online stores
3. To Understand the factors influencing Consumer's buying Behaviour
4. To understand the consumer's decision to dispose a product or services
5. To increase the knowledge of sales person influence consumer to buy product
6. To help marketers to sale of product and create focused marketing strategies
1. To understand Buying Behaviour of consumers
The study of consumer behaviour helps marketers to recognize and forecast the purchase
behaviour of the consumers while they are purchasing a product. The study of consumer
behaviour helps the marketers not only to understand what consumer's purchase, but helps to
understand why they purchase it (Kumar, 2004). Moreover, other questions like how, where and
when they purchase it are also answered. The consumption and the reasons behind disposition of
that particular product or services help marketers to be fully aware of the product that is
marketed. The consumer behaviour studies also help marketers to understand the post purchase
behaviour of the consumers. Thus, the marketers become fully aware about every phase of
consumption process i.e., pre-purchase behaviour, behaviour during purchase and post purchase
behaviour. Many studies in the past shows that each consumer behaves differently for a product
i.e., they buy the product for different reasons, pays different prices, used the product differently
and have different emotional attachments with the product (Solomon, 2009).
2. To create and retain customers though online stores
Professor Theodore Levitt says that consumer behaviour is of most importance to marketers in
business studies as the main aim is to create and retain customers (Kumar, 2004). If the
consumers are satisfied with the product, he or she will buy the same product again. Therefore,
the product should be marketed by markers in such a way that convince customer to buy the
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product. Thus, creating customer and the retaining those customers are important. These can be
done through understanding and paying close attention towards the consumer's behaviour while
making purchase decision or buying a product in market place. Moreover, the information
published on the websites largely influence the customer's buying behaviour. Such information
on published sources arouse consumer to buy a product or service. Moreover, updating such
information will help the consumer to retain to a product or re try the product if the product has
dissatisfied them (Solomon, 2009).
3. To understand the factors influencing Consumer's buying Behaviour
It is important for marketers to consider the factors that affect the buying behaviour of consumer
before entering the market. There are many factors that can influence the purchase decision of
consumers such as social influence, cultural influences, psychological factors and personal
factors (Super Professeur, 2011). Understanding these factors helps marketers to market the
product on right time to the right consumers. For example, if marketer is marketing a product
which is Halal. The marketers first consider all the factors that can influence consumers to buy
Halal products, where they can target specific areas where Halal food is more sold.
The marketers need to pay attention to cultural influences such as religion, values and norms of
the people or societies targeted and lifestyle of the targeted consumers. The marketers can
propose different strategies that convince the targeted consumers to buy marketed products or
services.
Moreover, the marketers should be ascertain the factors that influence and affects purchase
decision of consumers (Solomon, 2009). If the marketers failed to understand the factors that
might influence consumers, they will fail to convince the consumer to purchase that product or
will fail to meet the demands of consumers. Some variables cannot be directly observed (Super
Professeur, 2011). In such case, thorough understanding of concepts and theories of consumer
behaviour helps marketers to predict the consumer's buying behaviour to a reasonable extent.
Thus, understanding consumer's behaviour to buy a product is complex and requires marketers to
continuously understand and apply various concepts and theories for successful marketing.
4. To increase the knowledge of sales person influence consumer to buy product
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All the products and services marketed revolve around the behaviour of consumers that how they
will respond to them. Effective marketing of a product by sales people may help to deliver right
product to right people. Consumer behaviour deals with the knowledge of what the consumers
need and want to buy and what goods and services are available to satisfy their needs. Thus,
consumer behaviour deals with particularly with the behaviour of people i.e., consumers. It is
important for sales person to be fully aware of the customer's requirement so that he or she could
clearly communicate the benefits of the product to the customers. Moreover, the sales person by
understanding consumer's demand and need for a product can sell goods that are most closely
related to their requirement. Besides understanding consumer behaviour, the sales person should
also have command over their spoken language. This is because any miscommunication could
harm brand reputation. Moreover, if the consumers have more knowledge about the product than
the sales person, the sales might fail to meet their targets. Thus, analysing consumer's behaviour
and knowledge for effective marketing of products by sales people are important. The sales
people must be fully aware of the consumer's behaviour in different situations so that they could
help them in meeting their demands and satisfaction (Solomon, 2009).
5. To understand the consumer's decision to dispose a product or services
Disposal of product involves throwing away of products by the consumers (Solomon, 2009).
This behaviour of consumer is very complex and requires more importance by the marketers.
Understanding the consumer's behaviour about how and when consumers dispose a product, the
marketers or the companies can position themselves so that this behaviour could be limited
(Raghavan, 2010).
If the product or services that have failed to deliver required or expected satisfaction by the
consumers, the product is disposed by the customers. For this, some marketers track the follow
up from the consumers so that they can gauge the reason behind failure of the product.
Moreover, in order to retain customers, some marketers or organizations offer customers with
services like exchange of product, money back guarantee etc. Although, these tools are helpful to
influence post purchase behaviour of consumers to some extent.
The method of disposition varies transversely from product to product. Some of the factors that
lead to consumer's behaviour to dispose a product include psychological characteristics,
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situational factors or the intrinsic factors of product. The psychological characteristics include
attitude, mood, emotion, social class, social conscience, perception etc. The situational factors
such as urgency, functional use, fashion change etc. and intrinsic factors such as product style,
durability, reliability, adaptability, replacement cost, colour, size etc. can lead to consumer's
decision to dispose a product (Rao, 2011).
For example, the personal computers sold previously were largely demanded by consumers.
However, due to change in size, advancing technology, affordability, convenience; most people
have switched to laptops and mobiles with operating systems have disposed personal computers
to a greater extent.
6. To help marketers to optimize sale of product and create focused marketing strategies
The theories and concepts of Consumer behaviour help marketers to optimize their sales and to
create efficient marketing strategies. Moreover, these theories provides marketers with
information on the consumer's behaviour to spend money, likely causes that incline them to
spend more money on a product, and these two information help to plan strategies that should be
practiced by the marketers for successful marketing of a product (Goessl, 2011). Studying
different consumer behaviour theories helps to understand the different choices that consumers
make to buy a product. There are some factors that need to be carefully analysed by the
marketers which help them to increase their sales and develop effective marketing strategies.
These factors are discussed as follows:
Consumer's rational behaviour:
It is foremost important for a marketer to understand the situations where consumers

behave rationally. Many consumer behaviour theories suggest that the consumers want to get
maximum benefit and satisfaction from the product by spending minimum amount of money.
This shows that consumers do not spend all their money to buy a product and keeps a certain
amount of money as their savings. However, on the other hand, the consumers having limited
money spend all their money on purchase of their basic needs such as shelter, food and clothing.
Thus, the marketer must carefully analyze these two situations of consumers before marketing a
product or services (Wise GEEK, n.d.).
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Consumer's taste and preferences:
Understanding consumer taste and preferences helps marketers to revamp their product
so that they could meet customer satisfaction. These factors may change from time to time. The
change in consumer's behaviour affecting by these factors should be carefully monitored. The
marketers need carefully understand the consumer's interest in the products by breaking down
the targeted consumers into demographics, like age, occupation and location as they contribute
investigating information about consumer preferences.
Price of Products:
Prices of products are a widely discussed factor in consumer behavior theories. The
theories suggest that marketers should keep their prices low without affecting the quality to
attract consumers. This is because consumers go mostly for products that are of low price but
satisfies their demand (Open Learning World, 2011).
Features of Product:
Increased number of features offered by the product tends to increase the price of
products. In such case, consumers go for added features in a product at affordable price.
Therefore, the markers design their products in such a way that the product gives maximum
value or features to consumers at affordable price (Goessl, 2011)
Consumer's knowledge about a product:
The marketer must know to what extent the consumers have knowledge about a product.
Mostly, consumers select products with which they are familiar with. For example, if the
consumers are aware of the health effects of eating high fat food or fast food, marketing of such
a product to health conscious consumer will end up in failure.
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CHAPTER-II
LITERATURE REVIEW AND PROFILE OF THE

STUDY
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CHAPTER-II
2.1 INDUSTRIAL PROFILE
The Indian retail industry has emerged as one of the most dynamic and fast-paced
industries due to the entry of several new players. It accounts for over 10 per cent of the
country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India is the
world’s fifth-largest global destination in the retail space.
Indian Retail Industry has immense potential as India has the second largest population
with affluent middle class, rapid urbanisation and solid growth of internet.
Market Size
India’s retail market is expected to increase by 60 per cent to reach US$ 1.1 trillion by
2020, on the back of factors like rising incomes and lifestyle changes by middle class and
increased digital connectivity. While the overall retail market is expected to grow at 12 per cent
per annum, modern trade would expand twice as fast at 20 per cent per annum and traditional
trade at 10 per cent#. Indian retail market is divided into “Organised Retail Market” which is
valued at $60 billion which is only 9 per cent of the total sector and “Unorganised Retail Market
constitutes the rest 91 per cent of the sector.
India’s Business to Business (B2B) e-commerce market is expected to reach US$ 700
billion by 2020. Online retail is expected to be at par with the physical stores in the next five
years and has grown 23 per cent to $17.8 billion in 2017.
India’s total potential of Business to Consumer (B2C) is estimated to be US$ 26 billion, of which
$3 billion can be achieved in the next three years from 16 product categories, according to a
study by Federation of Indian Chambers of Commerce and Industry (FICCI) and Indian Institute
of Foreign Trade (IIFT).
India has replaced China as the most promising markets for retail expansion, supported
by expanding economy, coupled with booming consumption rates, urbanizing population and
growing middle class.
India is expected to become the world’s fastest growing e-commerce market, driven by
robust investment in the sector and rapid increase in the number of internet users. Various
agencies have high expectations about growth of Indian e-commerce markets. Indian e-
commerce sales are expected to reach US$ 120 billion! by 2020 from US$ 30 billion in
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FY2016.Further, India's e-commerce market is expected to reach US$ 220 billion in terms of
gross merchandise value (GMV) and 530 million shoppers by 2025, led by faster speeds on
reliable telecom networks, faster adoption of online services and better variety as well as
convenience.
India’s direct selling industry is expected to reach Rs 159.3 billion (US$ 2.5 billion) by
2021, if provided with a conducive environment through reforms and regulation.
Indian exports of locally made retail and lifestyle products grew at a CAGR of 10 per cent from
2013 to 2016.*
The size of modern retail in India is expected to double to Rs 171,800 crore (US$ 25.7
billion) from Rs 87,100 crore (US$ 13 billion) in three years driven by omni-channel retail.
INVESTMENT SCENARIO
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflows
totalling US$1.09 billion during April 2000–September 2017, according to the Department of
Industrial Policies and Promotion (DIPP).
With the rising need for consumer goods in different sectors including consumer electronics and
home appliances, many companies have invested in the Indian retail space in the past few
months.
 Department of Industrial Policy and Promotion (DIPP) approved three foreign direct
investments (FDI), Mountain Trail Food, Kohler India Corporation, and Merlin
Entertainments India in the single brand retail sector and two FDI proposals of over Rs
400 crore (US$ 62.45 million) within the retail sector.
 With 2017 being a successful year for herbal-ayurvedic brands, new Indian organic labels
in hair care, cosmetics, food and apparel are belting up to carve an organic niche in the
growing herbal segment.
 Investments by private equity firms in Indian retail sector reached US$ 200 million in the
first half of 2017, with seven new global brands entering India during the period.
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GOVERNMENT INITIATIVES
The Government of India has taken various initiatives to improve the retail industry in
India. Some of them are listed below:
 The Government of India may change the Foreign Direct Investment (FDI) rules in food
processing, in a bid to permit e-commerce companies and foreign retailers to sell Made in
India consumer products.
 Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in online
retail of goods and services through the automatic route, thereby providing clarity on the
existing businesses of e-commerce companies operating in India.
ROAD AHEAD
E-commerce is expanding steadily in the country. Customers have the ever increasing
choice of products at the lowest rates. E-commerce is probably creating the biggest revolution in
the retail industry, and this trend would continue in the years to come. Retailers should leverage
the digital retail channels (e-commerce), which would enable them to spend less money on real
estate while reaching out to more customers in tier-2 and tier-3 cities.
Both organized and unorganized retail companies have to work together to ensure better
prospects for the overall retail industry, while generating new benefits for their customers.
Nevertheless, the long-term outlook for the industry is positive, supported by rising incomes,
favourable demographics, entry of foreign players, and increasing urbanization.
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2.2 COMPANY PROFILE
Kuriji Metro bazaar Limited is India’s leading retailer that operates multiple retail
formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in
Bangalore, the company operates over 12 million square feet of retail, has over 10000 stores
across 71 cities in India and employs over 30,000 people.
The company is leading formats include metro, a chain of fashion outlets, Big Bazaar, a
uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch
and feel of Indian bazaars with aspects of modern retail choice, convenience and quality and
central, a chain of seamless destination malls. Some of its formats include brand factory, blue
sky, all top 10stars
The company also operates an online portal, futurebazaar.com. A subsidiary company,
Home solutions Retail (India)limited, operate Home Town, a large ± format home solutions
store, collection I, selling home furniture products and e-zone focused on catering to the
consumer electronics segment. Kuriji Metro bazaar was recently awarded the international
retailer of the year 2007 by the based National Retail Federation (NRF) and the Emerging market
retailer of the year 2007 at the world retain congress held in Barcelona. Kuriji Metro bazaar is
the flagship company of Future Group, a business group.
MISSION AND VISION

We share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to economic
development.
We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments.
We shall infuse Indian brands with confidence and renew edambition. We shall be
efficient, cost conscious and committed to quality in whatever we do.
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2.3 REVIEW OF LITERATURE
Hugar et al. (2001) carried out a study on dynamics of consumer behaviour in vegetable
marketing in Dharwad city. Low income groups purchased lesser quantity (3.25kg/week) of
vegetables as compared to medium (5.40 kg/week) and high income groups (4.66 kg/week).
Majority of low income group preferred to purchase vegetables from producers because of
reasonable price. High and medium income families preferred stall vendors for the purchase of
vegetables because of better quality and correct weight age.
Carola et al. (2004) argued that consumers use of quality characteristics to make milk
purchase decisions reveal opportunities to create successful marketing strategies. Such a strategy
could concern food quality. They presented an article analysing the impact of certain quality
characteristics and socio-demographics on consumption patterns regarding whole fat milk, skim
milk and organic milk. These milk were chosen because of the increasing awareness of different
fat contents in the meaning of lower fat contents being healthier and the increasing importance of
the organic food market. They identified three core areas influence consumers quality
perceptions: the perception process, the physical product itself and the communication about it.
A consumer survey using structured questionnaire with 260 households in Germany was used to
collect the relevant data for the study. The study revealed clear differences in consumers’
perception of quality characteristics for 76 the different milks. The younger consumers who are
health conscious are choosing to buy skim milk rather than other cluster of respondents.
Kubendran and Vanniarajan (2005) studied that the change in consumption pattern was
due to changes in food habits. If income and urbanization increase among consumers, the
percentage of income spent on consumption increased. The urban consumer’s preferred mostly
branded products compared to rural consumers. The most significant factors influencing buying
decisions were accessibility, quality, regular supply, door delivery and the mode of payment.
Sandeep et al. (2007) argued that consumers are not homogeneous; the consumption
pattern of milk like quantum of purchase, mode of purchase, source of purchase, and brand
preference etc. is continually varying. They suggested to dairy companies to spend lot of effort
on advertising and other promotional activities. Further suggested to strengthen their supply
chain and other logistics and use intermediaries to promote and make their products available to
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the end consumer. They found freshness, quality, taste, variety and convenience as strong factors
that consumers are looking for while purchasing dairy products. They found socio-economic
profile of the consumers such as income status, occupational position, educational level, age and
region as major determinants of the consumption patterns of milk.
Nahiyd and Mohamed (2013) aimed at studying the preferences of consumption pattern
of milk and factors affecting consumers’ purchase decision of dairy products in Khartoum, state
capital of Sudan. Milk and Dairy products experience high consumption rates in Sudan.
Consumers show wide variations in their preferences for different milk types and dairy products
available in the local market. Consumer purchase decisions are influenced by various factors.
Study of 77 such factors assists processors and producers of dairy products in implementing
marketing strategies that are consumer oriented and can ultimately lead to higher selling rates.
Quality was found to be the main factor affecting the purchase decision, followed by price of the
products. Fresh milk was the highly preferred milk type among the citizens. The studies
concluded with recommendations are: processors and producers of dairy products should
implement modern marketing concepts that focus on the consumers’ needs and wants. Also,
producers and processors should use marketing mix in ways that increases their sales and creates
satisfied customers.
Mathur (2001) observed that changing lifestyles, especially among the urban population,
necessitates production of large quantities of prepared or ready to use food products containing
dairy ingredients. With the increasing purchasing power of the urban middle class, valueadded
products occupy a key position in the dairy products range.
Rama Prasad (2004) the researcher investigated on ‘Consumer Preferences in Dairy Industry
with Special reference to Vishakhapatnam District’. The study has been organized on a sample
of 300 households of families and 100 agents. The study found that Quality plays an 80
important role in influencing the preferences of consumers regarding selection of a brand. It was
found in the study majority of the consumers are buying milk at agent’s milk booth. The
researcher examines in this study most consumers buying decisions are influenced by the
preferences they have about the product. The milk product image is formed out of the knowledge
the consumers have about the products such as price, quality, availability, accessibility, etc. So
the manufacturers have to produce the product with all the above requirements.
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Ramasamy et al. (2005) studied consumer behaviour towards instant food products in
Madurai, the second largest city in Tamil Nadu. A large number of respondents (78%) laid
emphasis on quality and 76per cent on price which was an important factor, while 64per cent of
the respondents attached importance to the image of the manufacturer and 50per cent considered
packaging as an important factor and an equal percentage (50%) felt longer shelf life influenced
them.
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CHAPTER-III
EXECUTION OF RESEARCH DESIGN
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CHAPTER-III
RESEARCH METHODOLOGY
3.1 Research Design

Research design adopted for this research is “Descriptive Research “. It includes surveys
and fact-finding enquiries of different kinds. The major purpose of descriptive research is
description of the state of affairs as it exists at present.
3.2 Sampling Framework

The population is finite and “Simple random sampling method” will be
adopted for selecting samples from the finite one.
3.3 OBJECTIVES
 To study and analyze consumer shopping behavior towards Kuriji Metro Bazaar.
 To assess the behavior level of different type of customers shopping.
 To identify effective advertising sources which are influencing customer purchasing

behavior.
 To find out how the consumers spent their incomes, time on the purchasing of the
products
 To suggest what type of strategies are suitable for the company to reach the targeted
customers
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3.4 STATEMENT OF PROBLEM
As the buying behaviors of consumers change, so do the marketing techniques companies

use to sell their products. To give consumers products they want, marketers must know what
factors influence consumers to buy. This is why many marketing companies conduct consumer
research studies and surveys. One of the main factors that directly influence consumers spending
power is job stability and the economy.
QUALITY
Consumers are now interested in items that deliver a variety of features along with
quality. Not only do consumers want products that will be long lasting, but they also want
reliable products. This means companies need to invest time choosing the components to make
these products. Higher quality items mean better functioning products that pose fewer problems
for consumers later on.
INCENTIVES
To attract consumers, companies need to bring their “A” game to the table. Consumers
want to experience something new and they will not shop unless there is an added incentive,
such as a store offering rock bottom prices or a special discount. According to
ConsumerAffairs.com, 35 percent of consumers state that they are more likely to shop at a store
where special promotions or discounts are available.
BUDGETING
Consumers are getting smarter with their money and spending habits. They are no longer
quick to use a credit card and many will not purchase items if they know the purchase will put
them in debt. Instead, 1/3 of consumers in the U.S. claim they are using their debit cards to
purchase items, according to ConsumerAffairs.com
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APPLICATION
Cell phones create another venue for consumers to do a variety of things. Consumers do
not just use cell phones to make phone calls and text friends; they also use them to perform a
variety of other functions, such as shop and surf the Internet. Now with applications becoming
extremely popular among techies, many people are interested in downloading and using
applications to perform a variety of functions that make life easier.
3.5 DATA COLLECTION METHODS
Researchers need to consider the sources on which to base and confirm their research and
findings. They have a choice between primary data and secondary sources and the use of both,
which is termed triangulation, or dual methodology.
Primary data is the data collected by the researcher themselves, i.e.
1. interview
2. observation
3. action research
4. case studies
5. life histories
6. questionnaires
7. ethnographic research
8. longitudinal studies
Secondary data sources are data that already exists
1. Previous research
2. Official statistics
3. Mass media products
4. Diaries
5. Letters
6. Government reports
7. Web information
8. Historical data and information
3.6 DATA COLLECTION

Data collection done through interactions with customers
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Research Instrument
A questionnaire is a research instrument consisting of a series of questions (or other

types of prompts) for the purpose of gathering information from respondents. The questionnaire
was invented by the Statistical Society of London in 1838.
Although questionnaires are often designed for statistical analysis of the responses, this is not
always the case.
Questionnaires have advantages over some other types of surveys in that they are cheap,
do not require as much effort from the questioner as verbal or telephone surveys, and often have
standardized answers that make it simple to compile data. However, such standardized answers
may frustrate users. Questionnaires are also sharply limited by the fact that respondents must be
able to read the questions and respond to them. Thus, for some demographic groups conducting a
survey by questionnaire may not be concrete.
RESEARCH TOOLS
This part of study is mainly focused on verifying main objectives of study. Researcher
used Chi square, simple percentage and graphs as statistical tool for analysis of data
22
3.7 CONCEPTUALIZATION
Marketing Campaigns
Advertisement plays a greater role in influencing the purchasing decisions made by
consumers. They are even known to bring about a great shift in market shares of competitive
industries by influencing the purchasing decisions of consumers. The Marketing campaigns done
on regular basis can influence the consumer purchasing decision to such an extent that they may
opt for one brand over another or indulge in indulgent or frivolous shopping. Marketing
campaigns if undertaken at regular intervals even help to remind consumers to shop for not so
exciting products such as health products or insurance policies.
Economic Conditions
Consumer spending decisions are known to be greatly influenced by the economic
situation prevailing in the market. This holds true especially for purchases made of vehicles,
houses and other household appliances. A positive economic environment is known to make
consumers more confident and willing to indulge in purchases irrespective of their personal
financial liabilities.
Personal Preferences
At the personal level, consumer behavior is influenced by various shades of likes,
dislikes, priorities, morals and values. In certain dynamic industries such as fashion, food and
personal care, the personal view and opinion of the consumer pertaining to style and fun can
become the dominant influencing factor. Though advertisement can help in influencing these
factors to some extent, the personal consumer likes and dislikes exert greater influence on the
end purchase made by a consumer.
Group Influence
Group influence is also seen to affect the decisions made by a consumer. The primary
influential group consisting of family members, classmates, immediate relatives and the
secondary influential group consisting of neighbors and acquaintances are seen have greater
influence on the purchasing decisions of a consumer. Say for instance, the mass liking for fast
23
food over home cooked food or the craze for the SUV’s against small utility vehicle are glaring
examples of the same.
Purchasing Power
Purchasing power of a consumer plays an important role in influencing the consumer
behavior. The consumers generally analyze their purchasing capacity before making a decision
to buy and products or services. The product may be excellent, but if it fails to meet the buyers
purchasing ability, it will have high impact on it its sales. Segmenting consumers based on their
buying capacity would help in determining eligible consumers to achieve better results.
3.8 PROFILE OF RESPONDENTS
The survey was conducted among customers in KURINJI METRO BAZAAR

KUMBAKONAM
The total population is 800 customers the sample population of my study is 100
customers. Based on the population I took 13% of the total population as sample size
3.9 HYPOTHESIS
H0: There is no significance relationship between What age are you come under and I always
collect information about recently selling brands
H1: There a significance relationship between What age are you come under and I always collect
information about recently selling brands
H0: There is no significance relation between Gender and how often you shop
H1: There is a significance relation between Gender and how often you shop
24
3.10 SCOPE OF THE STUDY
 KURINJI Metro Bazaar as two branches in kumbakonam. My scope is limitation to one

Branch.
 The scope of the study is to identify the consumer behavior towards KURINJI Metro
Bazaar.
 It is aimed at enlightening the company about different steps to be taken up to increase
the share of KURINJI Metro Bazaar with regard other competitors and also to make the
company to provide better customer services.
 The scope of the study is only confined to the area covered under Kumbakoanm and only
confined in studying about the consumer behavior towads KURINJI Metro Bazaar
3.11 LIMITATION OF THE STUDY
 Time has been a major constraint throughout the study as it has been only for duration of
6 months.
 As this survey was restricted to Kumbakonam this cannot be stated as an in depth
research on this subject.
 Enough care is taken in formulating the questionnaire; still some errors may creep in.
 The consumer behavior varies according to different products.
 Quality verses price was not taken into the consideration.
 The project is based on the interview methodology by a questionnaire and the personal
skills of the person undertaking the project affect the results
25
CHAPTER DESIGN
CHAPTER I
Explain introduction and overview
CHAPTER II
Present company profile and review of literature
CHAPTER III
Execution of research design
CHAPTER IV
A depicts data analysis and interpretation
CHAPTER V
It deals with findings, suggestion and conclusion
26
CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION
27
DATA ANALYSIS AND INTERPRETATION
The term analysis refers to the computation of certain measures along with searching for
patterns of relationship that exist among data groups. The data after collection has to be
processed and analyzed in accordance with the outline laid down in research plan or research
design. This is essential for a scientific study and for ensuring that we have all relevant data for
making comparisons and analysis. Technically processing of data implies editing, coding,
classification and tabulation of collected data so that they are available for analysis.
Analysis particularly in case of surveys involves estimating the values of unknown

parameters of the population and testing of hypothesis for drawing inferences. “Thus in the
process of analysis, relationships or differences supporting or conflicting with original or new
hypothesis should subject to statistical tests of significance in order to determine with what
validity data can be said to indicate any conclusions.”
DESCRIPTIVE STATISTICS
Descriptive statistics is the term given to the analysis of data that helps describe, show or
summarize data in a meaningful way such that, for example, patterns might emerge from the
data. Descriptive statistics are simply a way to describe our data. “Descriptive analysis is largely
the study of distribution of one variable. This study provides us with profiles of companies, work
groups, persons and other subjects on any of a multiple characteristics such as size,
compositions, efficiency, preferences etc.”
Descriptive analysis is more specific in that they direct attention to particular aspects or
dimensions of research target. Such studies reveal potential relationship between variables, thus
setting the stage for more elaborate investigation later. It is a search for broader meaning and
research findings. It is the device through which the factors that seem to explain what has been
observed by researcher in the course can be better understood and provides theoretical
conception which serve as a guide for further researches. It is essential because it will lead
towards findings of the study and proper effective conclusions of the study.
Descriptive approach is one of the most popular approaches in these days. In this
approach, a problem is described by the researcher using questionnaire or schedule. This
28
approach enables a researcher to expose new ideas or areas of investigation. Direct contact
between respondents and researcher is brought through this descriptive approach.
DESCRIPTIVE ANALYSIS OF PRIMARY DATA
This part of study is mainly focused on verifying main objectives of study. Researcher
used Chi square, simple percentage and graphs as statistical tool for analysis of data
29
Data analysis
4.1
Gender
Frequency Percent Valid Percent Cumulative

Percent
Female 49 49.0 49.0 49.0
Valid Male 51 51.0 51.0 100.0
Total 100 100.0 100.0
Interpretation
From the data above specified, 49% are female respondents and 51% are male respondents.
According to the analysis most of the customers are male.
30
4.2
what age are you come under?

Percent
19 to 25 46 46.0 46.0 46.0
Valid 25+ 54 54.0 54.0 100.0
Total 100 100.0 100.0
Interpretation
From the data above specified, 46% respondents are within 19 to 25 years old and 54%
respondents are above 25+ years old. According to the analysis most of the respondents age
come under 25+
31
4.3
How often you shop

Frequency Percent Valid Cumulative
Percent Percent
Daily 54 54.0 54.0 54.0
Weekl
Valid 46 46.0 46.0 100.0
y
Total 100 100.0 100.0
Interpretation
From the above data specified, 54% respondents are purchase daily and 46% respondents
are purchase weekly. According to the survey most of the customers are specified daily
32
4.4
Why do you purchase from here?

Percent
Convenient place 30 30.0 30.0 30.0
dealer acquaintance 19 19.0 19.0 49.0

Valid
more discounted 51 51.0 51.0 100.0
Total 100 100.0 100.0
INTERPRETATION
Based on the survey 30% respondents specified convenient place, 19% respondents are specified
dealer acquaintance, 51% respondents are specified more discounts. According to the analysis
most of them specified more discounts.
33
4.5
I always collect information about recently selling brands

Percent
Strongly agree 49 49.0 49.0 49.0
Valid Agree 51 51.0 51.0 100.0
Total 100 100.0 100.0
INTERPRETATION
In the above specified table 49% respondents are specified strongly agree, 51% respondents are
specified agree. Based on the analysis most of the customers specified agree.
34
4.6
I collect information about price at different places

Percent
Agree 54 54.0 54.0 54.0
Valid Neutral 46 46.0 46.0 100.0
Total 100 100.0 100.0
INTERPRETATION
In the above specified table 54% respondents are specified agree, 46% respondents are specified
neutral. Based on the analysis most of the customers specified agree.
35
4.7
I look for the variety of prodcts

Percent
Agree 30 30.0 30.0 65.0

Valid
Neutral 35 35.0 35.0 100.0
Total 100 100.0 100.0
INTERPRETATION
specified agree, 35% respondents are specified neutral. Based on the analysis most of the
customers specified both strongly agree and neutral.
36
4.8
I discuss with my friends and colleagues about quality of products

Percent
Valid Agree 51 51.0 51.0 100.0
Total 100 100.0 100.0
INTERPRETATION
37
4.9
I am often feel confused because there are many brandsto choose

Percent
Disagree 46 46.0 46.0 46.0
Valid Strongly disagree 54 54.0 54.0 100.0
Total 100 100.0 100.0
INTERPRETATION
In the above specified table 46% respondents are specified strongly disagree, 54% respondents
are specified strongly disagree. Based on the analysis most of the customers specified strongly
disagree.
38
4.10
i learn more info about products

Percent
Agree 35 35.0 35.0 35.0
Valid Neutral 65 65.0 65.0 100.0
Total 100 100.0 100.0
INTERPRETATION
neutral. Based on the analysis most of the customers specified neutral.
39
4.11
i look carefully to find goods with the best value for money

Percent
Valid Agree 51 51.0 51.0 100.0
Total 100 100.0 100.0
INTERPRETATION
40
4.12
i want to materialise the purchase through single payment/credit purchase

Percent
Valid Agree 65 65.0 65.0 100.0
Total 100 100.0 100.0
INTERPRETATION
41
4.13
I usually shop different brands

Percent
Agree 65 65.0 65.0 65.0
Valid Neutral 35 35.0 35.0 100.0
Total 100 100.0 100.0
INTERPRETATION
neutral. Based on the analysis most of the customers specified agree.
42
4.14
it is fun to buy new goods

Percent
Valid Agree 35 35.0 35.0 100.0
Total 100 100.0 100.0
INTERPRETATION
specified agree. Based on the analysis most of the customers specified strongly agree.
43
4.15
Buying things is a pleasant activity for me

Percent
Valid Agree 51 51.0 51.0 100.0
Total 100 100.0 100.0
INTERPRETATION
44
4.16
i enjoy shopping

Percent
Agree 35 35.0 35.0 65.0

Valid
Neutral 35 35.0 35.0 100.0
Total 100 100.0 100.0
INTERPRETATION
customers specified both agree and neutral.
45
4.17
I usually purchase goods from reputed international brands

Percent
Agree 16 16.0 16.0 35.0

Valid
Neutral 65 65.0 65.0 100.0
Total 100 100.0 100.0
INTERPRETATION
customers specified neutral.
46
4.18
I always stick on to the same brand

Percent
Disagree 65 65.0 65.0 65.0
Total 100 100.0 100.0
INTERPRETATION
In the above specified table 65% respondents are specified disagree, 35% respondents are
specified strongly disagree. Based on the analysis most of the customers specified disagree
47
4.19
I usually purchase more expensive brands

Percent
Neutral 51 51.0 51.0 51.0
Total 100 100.0 100.0
INTERPRETATION
In the above specified table 51% respondents are specified neutral, 49% respondents are
specified strongly disagree. Based on the analysis most of the customers specified neutral
48
4.20
The specialty stores offer me the best choice of brands

Percent
Valid Agree 65 65.0 65.0 100.0
Total 100 100.0 100.0
INTERPRETATION
specified agree. Based on the analysis most of the customers specified agree
49
4.21
When I want to buy goods, I try to get the best or perfect choice

Percent
Valid Agree 35 35.0 35.0 100.0
Total 100 100.0 100.0
INTERPRETATION
specified agree. Based on the analysis most of the customers specified strongly agree
50
4.22
I use much time and effort to by the best quality products

Percent
Agree 49 49.0 49.0 49.0
Valid Neutral 51 51.0 51.0 100.0
Total 100 100.0 100.0
INTERPRETATION
neutral. Based on the analysis most of the customers specified
51
4.23
My standards and expectation on the quality of products I bought are very high

Percent
Agree 16 16.0 16.0 81.0

Valid
Neutral 19 19.0 19.0 100.0
Total 100 100.0 100.0
INTERPRETATION
specified agree, 19% of respondents specified neutral. Based on the analysis most of the
customers specified strongly agree
52
CHI SQUARE
What age are you come under? * I always collect information about recently
selling brands Cross tabulation
Count
I always collect information Total
about recently selling brands
Strongly agree Agree
What age are you come 19 to 25 30 16 46
under? 25+ 19 35 54
Total 49 51 100
Chi-Square Tests
Value df Asymp. Sig. Exact Sig. (2- Exact Sig. (1-
(2-sided) sided) sided)
Pearson Chi-Square 8.965a 1 .003
Continuity Correction 7.804 1 .005
Likelihood Ratio 9.102 1 .003
Fisher's Exact Test .005 .002
Linear-by-Linear
8.876 1 .003
Association
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 22.54.
b. Computed only for a 2x2 table
Calculated value .003

Table value 3.84
53
Gender * How often you shop Cross tabulation
Count
How often you shop Total
daily weekly
Female 19 30 49
Gender
Male 35 16 51
Total 54 46 100
Chi-Square Tests
Value df Asymp. Sig. Exact Sig. (2- Exact Sig. (1-
(2-sided) sided) sided)
Pearson Chi-Square 8.965a 1 .003
Continuity Correction 7.804 1 .005
Likelihood Ratio 9.102 1 .003
Fisher's Exact Test .005 .002
Linear-by-Linear
8.876 1 .003
Association
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 22.54.
b. Computed only for a 2x2 table
Calculated value .003

Table value 3.84
54
CHAPTER-V
FINDINGS SUGGESTION AND CONCLUSION
55
FINDINGS
 As per the findings, all are having the awareness of KURINJI Metro Bazaar. We can say
that KURINJI Metro Bazaar have good place in the minds of the customers.
 As per the findings 51% of male customers are come to for KURINJI Metro Bazaar
shopping.
 The customers who were mainly age group of above 20 years are shopping at KURINJI
Metro Bazaar
 It has been found that the Majority of the Respondents come to know about the Big
Bazaar through Friends/Relatives References and Advertisements only. So we can say
that the word of mouth and advertisements are plays a very important role when
customers shopping at KURINJI Metro Bazaar
 As per findings, Majority of the Respondents are visits KURINJI Metro Bazaar daily. By
this, we can say that most of the customers are coming to KURINJI Metro Bazaar
regularly.
 As per findings, Majority of the Respondents are purchasing for the Purpose of Personal
use/consumption only.
 As per findings, Majority of the respondents are interested to shopping a household and
stationeries
 Most of customers are prefer to come to KURINJI Metro Bazaar with friends, and
customers are motivates by them at purchase
56
SUGGESTION
 The company must go for some more promotional activities rather than TV,
advertisement, hoarding and news papers.
 The company has to conduct the periodical meetings with customers and take their
valuable suggestions.
 The company may adopt policy of discounts cards and gifts to customers while
purchasing the products.
 Innovative efforts must be launched to improve the position through better marketing
strategies.
 Innovative packaging can give a company an advantage over competitors.
 The store staff should be trained adequately so as to convince the Potential buyers,
because his performance on jobs has great impact on sale of a product.
 Most of the customers belong to age group of above 25 years. So, company has to
concentrate more on those people to enhance the sales.
 Moreover, the company has to concentrate more on the customers of age group of 25+
years to enhance the sales.
57
CONCLUSION
Consumer buying process is an understanding of the appropriate fundamentals that

impact upon individual buying decision making and the general process through which
individual behave and make the decision is an imperative first stage in the development of any
marketing communication plan (Fill, 2002), upon the basis of that understanding, marketer
device the plan and try to implement well with the sales figure. But, despite all their efforts to
"pre-sell" consumers through advertising, marketers increasingly are recognizing the significant
degree to which many purchases are influenced by the store environment. It has been estimated
that about two out of every three supermarket purchases are decided in the aisles. The proportion
of unplanned purchases is even higher for some product categories (Solomon, 2002).The essay
mainly deals with the theoretical approach to the consumer buying behaviour and provided the
background about consumer buying behaviour in terms of organization. However, in the first
part of this essay is presented that it is important to understand consumer buying behaviour for
firms that why consumers make the purchases that they have done and what type of factors affect
to the buying behaviour. This essay also investigated the types of factors affect more to the
consumer buying behaviour which is main objectives of the conducting research. Moreover, the
project also contains the theory about consumer buying decision model.
58
BIBLIOGRAPHY
Text Books
 Consumer Behavior: Albert J. Dells Bittas
 Consumer Behavior: David L. Loudon
 Principles of Marketing: Philip Kotler
 Marketing Management: Philip Kotler
Websites:
 www.consumerbehavior.com
 www.kurinjimetrobazaar.com
 www.panthalone.com
 www.futuregroup.com
59
A Study on Consumer Behavior on kuriji metro bazaar
1. Gender
a) Female b) Male
2. What age are you come under
a) -11
b) 12 to 18
c) 19 to 25
d) 25+
3. How often you shop
a) Daily
b) Weekly
c) Monthly
4. Why do you purchase from here?
a) Convenient place
b) Dealer acquaintance
c) More discounted
d) Good environment
Consumer’s opinion on various elements of purchase behavior
Information Gathering
a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree
SNO PARTICULARS SA A N DA SDA

5 I always collect information about recently
selling brands and designs
6 I collect information about price at different
places
60
7 I look for the variety of products
8 I discuss with my friends and colleagues about
quality of products for costly purchase
9 I am often feel confused because there are many
brands to choose
10 The more information about products I learn, it
is harder to choose the best
11 I look carefully to find goods with the best
value for money
12 I want to materialize the purchase through
single payment / credit purchase
Shopping Behavior
13 I usually shop different brands
14 It is fun to buy new clothes
15 Buying things is a pleasant activity for me
16 I enjoy shopping
Brand Behavior
17 I usually purchase goods from reputed
international brands
18 I always stick on to the same brand
19 I usually purchase more expensive brands
20 The specialty stores offer me the best choice of
brands
21 When I want to buy goods, I try to get the best
or perfect choice
22 I use much time and effort to by the best quality
products
23 My standards and expectation on the quality of
products I bought are very high
61
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“A STUDY ON CONSUMER BEHAVIOUR IN KURINJI METRO

Characteristics of individual consumers such as demographics, personality lifestyles and

The Three Factors

To fully understand how consumer behavior affects marketing, it's vital to

However, it is critical to consider the social factors in consumer behavior, as they

Importance of Consumer Behaviour to Marketers

It is important for marketers to study consumer behaviour. It is important for them to

1. To understand Buying Behaviour of consumers

1. To understand Buying Behaviour of consumers

2. To create and retain customers though online stores

3. To understand the factors influencing Consumer's buying Behaviour

4. To increase the knowledge of sales person influence consumer to buy product

5. To understand the consumer's decision to dispose a product or services

Consumer's rational behaviour:

It is foremost important for a marketer to understand the situations where consumers

Consumer's knowledge about a product:

LITERATURE REVIEW AND PROFILE OF THE

MISSION AND VISION

3.1 Research Design

3.2 Sampling Framework

 To assess the behavior level of different type of customers shopping.

 To identify effective advertising sources which are influencing customer purchasing

As the buying behaviors of consumers change, so do the marketing techniques companies

3.5 DATA COLLECTION METHODS

Primary data is the data collected by the researcher themselves, i.e.

Secondary data sources are data that already exists

3.6 DATA COLLECTION

A questionnaire is a research instrument consisting of a series of questions (or other

3.8 PROFILE OF RESPONDENTS

The survey was conducted among customers in KURINJI METRO BAZAAR

 KURINJI Metro Bazaar as two branches in kumbakonam. My scope is limitation to one

3.11 LIMITATION OF THE STUDY

Explain introduction and overview

Present company profile and review of literature

Execution of research design

A depicts data analysis and interpretation

It deals with findings, suggestion and conclusion

Analysis particularly in case of surveys involves estimating the values of unknown

DESCRIPTIVE ANALYSIS OF PRIMARY DATA

Frequency Percent Valid Percent Cumulative

Female 49 49.0 49.0 49.0

Valid Male 51 51.0 51.0 100.0

Total 100 100.0 100.0

what age are you come under?

Frequency Percent Valid Percent Cumulative

19 to 25 46 46.0 46.0 46.0

Valid 25+ 54 54.0 54.0 100.0

Total 100 100.0 100.0

How often you shop

Why do you purchase from here?

Frequency Percent Valid Percent Cumulative

Convenient place 30 30.0 30.0 30.0

dealer acquaintance 19 19.0 19.0 49.0

Total 100 100.0 100.0

I always collect information about recently selling brands

Frequency Percent Valid Percent Cumulative

Strongly agree 49 49.0 49.0 49.0