RESEARCH PROJECT REPORT

ON

“CONSUMER BEHAVIOUR”
AT

In partial fulfill for the degree of

Master of Business Administration
Awarded by

JIWAJI UNIVERSITY, GWALIOR

Submitted To. Submitted by

DR. RAHUL SINGH KUSHWAH HEMANT SINGH KUSHWAH

HOD MANAGEMENT DEPTT MBA IV SEM

ROLL NO 191033648

VIKRANT INSTITUTION OF MANAGEMENT, GWALIOR

 DECLARATION

It is hereby declared that the Major Research Project entitled “CONSUMER

BEHAVIOR” has been prepared as the part for the completion of the degree
of Master of Business Administration from VIKRANT INSTITUTION OF
MANAGEMENT, GWALIOR.

and it is based on the original research work and will be used only for the
academic purpose. It will not be produced in any condition as a source of
information to an industry.

Date: HEMANT SINGH KUSHWAH

Place: MBA IV SEM

 CERTIFICATE

This is to certify that HEMANT SINGH KUSHWAH student of M.B.A. IV

Semester of VIKRANT INSTITUTION OF MANAGEMENT program has
completed project report. Prepared this report on “CONSUMER
BEHAVIOR” under my guidance.

Date:

Place: Gwalior
 ACKNOWLEDGEMENT

 
  
The present work is dedicated to the persons who not only taught me, but continue inspire me in
knowing the clandestine facts of workmanship. I bow in honor before these great teachers. The
accomplishment of the present study became possible by the invaluable assistance and guidance of
my professional guides to whom I may gratefully indebted. Firstly I would like to express my sincere

gratitude to my faculty guide DR.RTAHUL SINGH KUSHWAH (HOD MANAGEMENT

DEPTT) without whose invaluable guidance, moral support and encouragement my work would
have ever assumed the present shape, research. I were indebted to my parents and friends for their
moral support and possible efforts they made for me.

Date: HEMANT SINGH KUSHWAH

MBA IV SEM
 ABSTRACT
Research in common man’s language refers to a search for
knowledge. One can also define research as a scientific and
systematic search for pertinent information on a specific topic, in
fact research is an art of scientific investigation.
Research is done to gain familiarity with a phenomenon
event / product / service or to determine the frequency with which
something occurs, with which is associated with something else or
to test a hypothesis of casual relationship between variables.
In short customer perception research is the objective and
formal process of systematically obtaining, analyzing and
interpreting the data for actionable decision making in customer
perception towards an organization (Big Bazaar, in my study).
 TABLE OF CONTENTS
CHAPTERS TOPIC

 INTRODUCTION

CHAPTER 1  NEED & IMPORTANCE

 OBJECTIVES
 RESEARCH METHODOLOGY
 SCOPE AND PERIOD OF STUDY
 LIMITATIONS

CHAPTER 2  REVIEWOF LITERATURE

CHAPTER 3 COMPANY PROFIL

CHAPTER 4  DATA ANALYSIS &

INTERPRETATION

CHAPTER 5  FINDINGS
 SUGGESTIONS

CHAPTER 6  BIBILIOGRAPHY
 QUESTIONNAIRE
 INTRODUCTION
 NEED&IMPORTENCE
 OBJECTIVES
 RESEARCH METHODOLOGY
 SCOPE OF THE STUDY
 LIMITATIONS
INTRODUCTION:

Marketing is the moving and exciting activity in everybody activities. The sellers,
distributors, advertising agencies, consultants, transporters, financers, store agencies and every
one as a counter are part of the marketing system. Any exchange process be it consumer,
goods, intermediary goods, services of ideas, comes under the preview of marketing. It is very
often regarded that the development of markets and marketing is synonymous with the
economic development of account. Through marketing is an action discipline. In the ever-
growing corporate world, marketing is being regarded as a crucial element for the success of
an Enterprise.

The marketing discipline is undergoing fresh re aparisal in the light of the vast global,
technological, economic and social challenges facing today’s companies and countries.
Marketing at its best is about value creation and raising the world’s living standards. Today’s
winning companies are those who succeed most in satisfying, indeed delighting their target
customers.

As quoted by P.P.Drucker “Marketing is so basic that it cannot be considered a separate

function. It is whole business seen from the point of view of its final result, that is, from the
customer’s point of view. Business success is not determined by the producer but by the
customer”.

Philip Kotler has therefore defined marketing as “it is a social and managerial process
by which individuals and groups obtain what they need and want through creating, offering
and exchanging products of values with others”. Many Indian companies espouse a satisfied
customer philosophy and describe marketing as customer-satisfaction engineering. Since the
economy in this country has changed from a primary condition of scarcity to gradual and
steady stage of affluence, largely giving consumers the opportunity to choose among many
varied alternatives, satisfaction has become a major concern of business.
INTRODUTION TO CONSUMER BEHAVIOR:

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

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

DEFINITIONS:

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

scholars & researchers as:

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

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

Consumer behavior is helpful in understanding the purchase Behavior and

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

A MODEL OF CONSUMER BEHAVIOUR:

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

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

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

Product Economic
Consumer
Price Technological
Decisions
Place Political
Consumer Consumer
Promotio cultural Product
Characteristic Decision
n Choice
s Process
Brand
Cultural Problem
Choice
recognition
Social Dealer
Information
DETAILED MODEL Personal choice
Search
OF Psychological Purchasing
Evaluation
Timing
FACTORS Decision
Purchasing
INFLUENCING post
Amount
CONSUMER Purchase

BEHAVIOR Behavior.

Cultural
Factors

Social
Factors
Culture
Reference Personal
Sub groups Factors
Culture
Age and Life Psychological
Cycle
Family Factors
Occupation
Social
Economic Motivation
Class
Circumstances
Perception
Lifestyle
Roles & Personality Learning Buyers
Status and Self
Beliefs and
Concept
Attitudes

CULTURAL FACTORS:

Culture: Culture is the most fundamental determinant of a persons wants and

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

Subculture: social classes are relatively homogeneous and enduring divisions

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

SOCIAL FACTORS:

References Groups: A persons reference groups consist of all the groups that
have a direct (face to face) are indirect influence on the persons altitude or
behavior. This group to which the person, belongs and interacts.
Personal Factors: A consumer decision also influenced by personal
characteristics notably the buyers age & life cycle stage, occupation, economic
circumstances, life style and personality and self concept.

PSYCHOLOGICAL FACTORS:

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

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

selects, organizes, intercepts, information, inputs to create a meaningful picture
of the world.

NEED FOR THE STUDY:

Consumer behavior 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
behavior towards Big Bazaar. 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 behavior 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 implemented at the right time. This will
give the desired results.
OBJECTIVES OF THE STUDY:

The main objective is to determine the current consumer behavior levels of

the customers with regards to Big Bazaar.

 To study and analyze consumer shopping behavior towards Big Bazaar.

 To assess the behavior level of different type of customers shopping at

Big Bazaar.

 To identify what type of strategies are suitable for the company to reach
the targeted customers.

 To find out the factors which influence the consumption of the products in
Big Bazaar.

 To identify effective a advertising sources which are influencing customer

purchasing behavior at Big Bazaar.

 To find out how the consumers spent their incomes, time on the
purchasing of the products.
 RESEARCH METHODOLOGY

The survey 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.

REASONS FOR WIDE USE OF THIS METHOD:

 It can secure both quantitative and qualitative information directly from

the respondents.
 It is the only method of directly measuring attitudes and motivations.
 It is quite flexible in terms of the types of data to be saaembled, the
method of collection or the timing of research.

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”.

TYPES OF RESEARCH

1. Exploratory Research,
2. Descriptive Research.
 SCOPE OF THE STUDY

Big Bazaar as six branches in . My scope is limitation to one Branch

(KACHIGUDA). The scope of the study is to identify the consumer behavior
towards Big Bazaar. It is aimed at enlightening the company about different
steps to be taken up to increase the share of Big 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
Hyderabad and only confined in studying about the consumer behavior towads
Big Bazaar.

LIMITATIONS:

 Time has been a major constraint throughout the study as it has been only
for duration of 2 months.

 As this survey was restricted to Hyderabad 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.

  REVIEW OF LITERATURE

REVIEW OF LITARATURE/CONSUMER BEHAVIOUR:

What is consumer behavior?

Activities people involved in when selecting, purchasing, and using

products so as to satisfy needs and desires. Consumer behavior involves the
psychological process that consumers go through in recognizing needs, finding
ways to solve these needs, making purchase decision (e.g., whether or not to
purchase a product and, if so, which brand and where), interpret information,
make plans, and implement these plans (e.g., by engaging in comparison
shopping or actually purchasing a products).

SOURCES OF INFLUENNCE OF THE CONSUMER:

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

influences for granted, but they are significant. An American will usually not
bargain with a storeowner. This, however, is common practice in much of the
world. Physical factors also influence our behavior. We are more likely to buy a
soft drink when we are thirsty. For example, and food manufacturers have found
that it is more effective to advertise their products on radio in the late afternoon
when people are getting hungry. A person’s self image will also tend to
influence. what he/she will buy. An upwardly mobile manager may buy a flashy
car to project an image of success. Social factors also influence what the
consumers buy-often, consumers seek to imitate others whom they Admire, and
may buy the same brands, the social environment can include both the
mainstream culture (e.g., Americans are more likely to have corn flakes/ham and
eggs for brake past than to have rice, which is preferred in many Asian
countries) and a sub culture (e.g., rap music often Appeals to a segment within
the population that seeks to distinguish itself from the main stream population).
Thus sneaker manufacturers are eager to have there products worn by admired
athletes. Finally, consumer behavior is influences by learning – you try a
hamburger and learn that it satisfies your hunger and tastes good, and the next
time you are hungry, you may consider another hamburger.

DECISION-MAKING INVOLVE SEVERAL STEPS

1.Need recognition

5.Purchase evaluation
2. Information search

4.Purchase decision 3. Evaluation of alternatives

Problem recognition – you realize that something is not as it should be. Perhaps,
for example, your car is getting more difficult to start and is not accelerating
well. Information search- what are some alternative ways of solving the
problem? You might buy a new car, buy a used car, take your car in for repair,
ride the bus, ride a taxi, or ride a skateboard to work.

A customer can obtain information from several sources:

Personal sources: family, friends, neighbors etc.

Commercial sources: advertising, sales forces retailers, dealers,

Packaging, point-of sale displays.

Public sources: news papers, radio, television, consumer organizations,

special magazines.

Experimental sources: handling, examining, using the product

Internal and external search for information to make a decision

Internal search: Scan memory.

External search: shopping, personal sources, public media,

Advertisements

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

long distances and for rainy days.

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

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

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

Whether to buy?

Which product to buy?

Which brand to buy?

Where to buy it? And

When to buy?

Note, however, that the role of the decision maker is separate from that of
the purchaser. From the point of view of the marketer, this introduces some
problems since the purchaser. can be targeted by point-of-purchase (POP)
marketing a effort that cannot be aimed at the decision maker. Also note that the
distinction between the, purchaser and decision maker be somewhat blurred the
decision maker may have to make a substitution if the desired brand is not in
stock, the purchaser may disregard institutions (by error or deliberately).

BUYER BEHAVIOUR – CULTURAL FACTORS

Cultural factors have a significant impact on customer behavior. Cultural

is the most basic cause of a person’s wants and behavior. Growing up, children
learn basic values, perception and wants from the family and other important
group. Marketing are always trying to spot “cultural shift’” which might point to
new products that might be wanted by customer or to increased demand. For
example, the cultural shift towards greater concern about health and fitness has
created opportunities (and now industries) servicing customers who wish to buy:

Low calorie foods

Health club memberships

Exercise equipment

Activity or health- related holidays etc.

Similarly the increased desire for “leisure time” has resulted in increased
demand for convenience product and service such as microwave ovens, ready
meals and direct marketing service businesses such as telephone banking and
insurance.

Each culture contains “sub-cultures” – groups of people with shared values. Sub-
cultures can include nationalities, religions, racial groups, or group of people
sharing the same geographical location. Sometimes a sub-culture will create a
substantial and distinctive market segment of its own.

BUYER BEHAVIOUR – SOCIAL FACTORS:

Introduction: A customer’s buying behavior is also influenced by social factor,

such as the group to which the customer belongs and social status. In a group,
several individuals may interact to influence the purchase decision. The typical
roles in such a group decision can be summarized as follows:

Initiator: the people who first suggest or think the idea of buying a particular
product or service.

Influence: a person whose view or advice influences the buying decision.

Decider: the individual with the power and/or financial authority to make the
ultimate choice regarding which product to buy.

Buyer: The person who concludes the transaction.

User: The person (persons) who actually uses the product or service.

INDIVIDUAL FACTORS THAT SHAPE BUYER BEHAVIOUR PROCESS

HIGH INVOLVEMENT Extensive problem-solving (EPS)

LOW INVOLVEMENT Limited problem solving (LPS)

Reutilized response behavior (RRB)

The various purchase influence factors are as follows:

 Personal
Social Age and life Psychologic
Cultural cycle stage
Culture
Reference al
Sub culture
groups Motivation Buyers
Family Occupation Perception
Social culture
Roles and Learning
status Economic Beliefs and
situation attitudes

Life style

Personality
& self
concept

CULTURAL FACTORS

Cultural factors exert a broad and deep influence on consumer behavior.

The marketer needs to understand the role played by the buyer’s culture,
subculture, and social class.

Culture

The set of basic values, perceptions, wants, and behaviours learned by a

member of society from family and other important institutions,

Subculture

A group of people with shared value systems based on common life

experiences and situations.

Social classes

Relatively permanent and ordered divisions in society whose members

share similar values, interests, and behaviors.
 INDUSTRY PROFILE
 COMPANY PROFILE
 INDUSTRY JPROFILE
Retail industry largest industry, accounting for are 10% of the country’s
GDP and around 8% of the employment retail industry in India is at the cross
roads. It has emerged as one of the most dynamic and fast paced industry with
several players entering the market, but because of the heave intial investment
required break even is difficult to achieve and many of these players have not
tasted success so far.

However the future is promising; the market is growing, government

policies are becoming more favorable and emerging technologies are facilitating
operations. Retailing in India is gradually inching its way towards becoming the
next boom industry. The whole concept of shopping has altered in terms of
format and consumer buying behavior ushering in a revolution in shopping in
India.

SOMEKEY FACTORS

 RETAIL IS India’s largest industry accounting for over 10% of the

country’s GDP and around 8%of the employment.
 The market size of th Indian retail industry is about US $312 billion.
 Retailing in India is gradually inching its way towards becoment the next
boom industry.
 A large young working population with average age of 24 years

INDIA’S CONSUMPTION COSMO

 During the past decade, private final consumption expenditure has been the key
driver of economic growth in India.

Growth domestic
product
$973billion

Capital Formation $273 billion

Government spending $108 billion (11%)
Private final (29%)
(2922
consumption
Expenditure
$592billion (60%)

Consumption spending
Utility payments Fuel
transportation Electricity, $350 billion
water communication
Expenditure on medical &
education $242billion
 The $ 350 billion consumption spending provides the single biggest business
opportunities in India and is divided into sa,e key categories led by food, fashion
and home products

Fashion
Accessories 5.5%
Fashion $225b Consumer Durable
Accessories 5.5% 4% $14b
$225b

Fashion
Accessories 5.5%
$225b Furniture 3.4%
Fashion $12b
Accessories 5.5%
$225b

Fashion
Accessories 5.5%
$225b Fashion
Accessories 5.5%
$225b
Fashion
Accessories 5.5% Fashion
$225b Accessories 5.5%
$225b
 COMPANY PROFILE

Pantaloon Retail (India) Limited, is India’s leading retailer that operates

multiple retai formats in both the value and lifestyle segment of the Indian
consumer market. Headquartered in Mumbai (Bombay), 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’s leading formats include pantaloons, 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 10
stars and sitara. 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.

Pantaloon Retail was recently awarded the international retailer of the

year 2007 by the US – based National Retail Federation (NRF) and the
Emerging market retailer of the year 2007 at the world retain congress held in
Barcelona.

Pantaloon Retail is the flagship company of Future Group, a business

group.

Catering to the entire Indian consumption space.

THE FUTURE GROUP AS GIVEN BY THE GENERAL MANAGER:

“Future Bazaar.com is owned and operated by Future Bazaar India Ltd.

(FBIL).

FBIL is a part of the Future Group, India’s largest retain conglomerate.

FBIL is the e-commerce arm of the Future Group. The company was
incorporated in 2006 and began business in 2007.

As part of India’s largest retail chain, we enjoy the benefits of buying in

bulk for the entire group. Out aim is to get you a great range of products at great
prices.

Core competency of the business… what makes us different from other.!!

 A choice of more than 20,000 products.

 Delivery across more than 1500 cities and towns in India covering around
16,000 pin codes.
 Fast deliveries – tie ups with world leaders in logistics & transportation
services
 A dedicated customer care helpline for any queries.
 Always offering Manufacturer’s guarantee as opposed to seller’s
guarantee, which most of the other online shopping sites offer.
 Aggressive prices –FutureBazaar.com has the benefit of leveraging the
sourcing network of the Future Group’s retail chains. This sourcing
network straddles a wide range of product requirements, thus being able to
offer us economies of scale thereby – unbelievable prices to it’s
customers.
 Unmatched selection of products an Brands - we have more than
20,000 products which crates the flexibility to offer a large range of
choices to customers. We also have partnerships with most of the brands
available in the country, which allows us to get the latest in the range to
our customers. We have been able to create some major popularity ripples
with our corporate clients with products like mobiles, electronics, laptops,
MP3 players, T-shirts, Gift Vouchers and so on.
 Seamless end-to-end Logistics solution – we pride ourselves in having
built an end-to-end logistics solution, right from stocking, dispatching,
and delivery confirmation up to post-sales support. Our back-end
infrastructure enables us to service around 15,000 pin codes across India.
 Dedicated Customer Care for online customers as well as corporate
clients – We have a dedicated team straddling client servicing, sourcing,
logistics and customer service for all our customers.
 “our Brand Association” – Most importantly out parentage &
association with humungous retail brands like Big Bazaar, Pantaloons,
Central and many more, lends tremendous amount of trust jj& credibility
to our end consumers.”
  DATA ANALYSIS
 INTERPRETATIONS

CONSUMER BEHAVIOR QUESTIONAIRE

Q1. How do you come to know about Big Bazaar?

promotion No. of Customers Percentage (%)

Advertisement 80 80
Colleagues references 12 12
Friends/Relatives references 4 4
Any other specify 4 4
Total 100 100

4%
4%

12%

Advertisement
Colleagues references
Friend/Relatives references
Any other

82%

IN
TERPRETATION:

From the above study 80% of respondents from Advertisement, 12% of

respondents from Colleagues and 4% of respondents from Friends/Relatives
Remaining 4% of respondents from others.

Q2. How frequently do you visit Big Bizaar?

Particulars No. of Customers Percentage (%)
Once in a week 30 30
Twice in a week 43 43
Once in every 15 days 15 15
Once in a month 12 12
Total 100 100

43%
45%

40%

35%
30%
30%

25%
No. of respondents
20%
15%
15% 12%

10%

5%

0%
Once in a week Twice in a week Once in every Once in a
15 days month

INTERPRETATION:

From the above study,30% of respondents from once in a week, 43% of

respondents from twice in a week and 15% of respondents from every 15 days
Remaining 12% of respondents from every month.

CHI – SQUARE TEST:

 The above analysis is also analysed with the chi – square test to find
the dependency between no of visits to Big Bazaar and Goods bought. This
test is as follows.

Ho= There is relation between visits and goods bought in Big Bazaar.

Ha = There is relation between no. of visits and goods bought in Big Bazaar.

Caliculation of χ2 has been presented in the table.

Food clothes Electronics furniture others

items
Once in week 10 7 2 5 6 30
Twice in week 5 18 7 12 1 43
Once in 15 days 8 1 3 1 2 15
Once in 30 days 2 6 2 0 1 12
25 33 14 18 10 100

X2 = (f-f1)f1 = 24.9456

The degree of freedom for the given problem is

(r-1)(s-1) = 12

There fore the probability ‘P’ nvalue is 0.24 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency in
between the no of visits to Big Bazaar and the goods bought.

Q3. What is the main purpose of Purchase?x

Particulars No. of respondents Percentage (%)
Personal usage/consumption 71 71
To Gift 19 19
Any other pl. Specify 10 10
Total 100 100

No. of respondents
71%
80%
60%
40% 19%
10%
20% No. of respondents
0%
Personal usage/consumption To Gift Any other

INTERPRETATION:

From the above table we can conclude that the major numbers of
respondent’s of 71% personal usage, 19% to gift and remaining 10% any other.

Q4. Which category of products do you buy most at Big Bazaar?

Aspects No. of respondents Percentage
Food items 25 25
Clothes 33 33
Electronics 14 14
Furniture 18 18
Any other pl. Specify 10 10

Total 100 100

No. of respondents
35%

30%

25%

20% No. of respondents

33%
15%
25%
10% 18%
14%
10%
5%

0%
Food items Clothes Electronecs Furniture Any other
pl. Specify

INTERPRITATION:

From the above study 25% of respondents from Food items, 33% of
respondents from Clothes and 14% of respondents from Electronics 18% of
respondents from furniture and 10% others.

Q5. You prefer to go in Big bazaar with?

particulars No. of respondents Percentage (%)
Family members 28 28
Spouse 13 13
Friends 55 55
Others 4 4
Total 100 100

No. of Customers

4% 28%

Family members
Spouse
Friends
Others

55%
13%

INTERPRETATION:

From the above study 28% of respondents from Family, 13% of

respondents from Spouse and 55% of respondents from Friends and remaining
4% are others.

CHI – SQUARE TEST:

 The above analysis is also analysed with the chi – square test to find
the relation between people who accompany and Products bought. This test
is as follows.

Ho= There is relation between people who accompany and goods bought in Big
Bazaar.

Ha = There is relation between people who accompany and goods bought in Big
Bazaar.

Caliculation of χ2 has been presented in the table.

Food clothes Electronics furniture others

items
Family mbrs 12 10 3 2 1 28
Spouse 2 3 4 2 2 13
Friends 11 20 5 13 6 55
Others 0 0 2 1 1 04
25 33 14 18 10 100

X2 = (f-f1)f1 = 20.4779

The degree of freedom for the given problem is

(r-1)(s-1) = 12

There fore the probability ‘P’ nvalue is 0.20 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency in
between the people who accompany and the goods bought in Big Bazaar.

Q6. Which mall you like the most in the city?

Particulars No. of respondents Percentage (%)
Big bazaar 72 72
Spencer 15 15
City central 12 12
Hyd central 1 1
Total 100 100

No. of respondents
1%

12%

Big Bazaar
Spencer
15% City Central
Hyd Central

72%

INTERPRETATION:

From the survey it is observed the 72% of respondents for Big Bazaar, 15% of
respondents for Spencer, 12% of respondents for City central and only 1% of
respondents are hyd central.

1. LOCATION:
Satisfaction level No. of respondents Percentage (%)

Highly satisfied 25 25
Satisfied 10 10
Neither satisfied nor dissatisfied 60 60
Dissatisfied 5 5
Highly dissatisfied 0 0
Total 100 100

Satisfaction level based on Location

5

25

Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Satisfied
Highly dissatisfied

10

60

INTERPRETATION:
From the above data, we decide that 25% of the customers satisfaction
level is highly satisfied on the basis of location of Big Bazaar, 10% of the
customers satisfaction level is satisfied on the basis of location of Big Bazaar,
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.

2. OPERATING TIME:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 10 10
Satisfied 50 50
Neither satisfied nor dissatisfied 27 27
Dissatisfied 10 10
Highly dissatisfied 3 3
100 100

Satisfaction level based on Operating time

3%
10% 10%
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
27% Dissatisfied
Highly dissatisfied

50%

INTERPRETATION:
from the data above specified, 10% of customers are highly satisfied, 50%
of the customers are satisfied, 27% of the customers are neither satisfied nor
dissatisfied , 10% of the customers are dissatisfied , 3% of the customers are
highly dissatisfied on the basis of operating time.

3. PARKING FACILITY:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 30 30
Satisfied 56 56
Neither satisfied nor dissatisfied 6 6
Dissatisfied 7 7
Highly dissatisfied 1 1
100 100

Satisfaction level based on Parking facility

60% 56%
50%
40%
30%
30%
20%
10% 6% 7% Satisfaction level based on Park-
1% ing facility
0%
ed d d d d
sfi sfie sfie sfie sfie
ti ti ati ati ati
sa Sa iss ss iss
ly rd Di d
gh no
ly
Hi d igh
fie H
s
ati
ers
ith
Ne

INTERPRETATION:
from the data above specified, 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.

4.CLEANNESS OF STORE:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 36 36
Satisfied 22 22
Neither satisfied nor dissatisfied 32 32
Dissatisfied 12 12
Highly dissatisfied 0 0
100 100

Satisfaction level based on Cleanness of

store
40%
30%
20% 36% 32%
22% Satisfaction level based on
10% 12% Cleanness of store
0%
0%
ed ed ed d d
sfi sfi sfi sfie sfie
ti ti ti ati ati
sa Sa iss
a
ss iss
gh
ly
rd Di d
i ly
H no igh
d H
sfie
ti
sa
er
ie th
N

INTERPRETATION:
from the data above specified, 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.

5.SPACIOUS SHOP FLOOR:

Satisfaction level No. of customers Percentage (%)
Highly satisfied 9 9
Satisfied 25 25
Neither satisfied nor dissatisfied 40 40
Dissatisfied 20 20
Highly dissatisfied 6 6
100 100

Satisfaction level based on Spacious shop

floor
40%
40%
25%
30% 20%
20% 9%
6%
Satisfaction level based on
10% Spacious shop floor
0%
ed ed ed d d
sfi sfi sfi sfie sfie
ti ti ti ati ati
Sa Sa ss
a
ss iss
ly di Di d
gh r ly
Hi no igh
d H
sfie
ti
sa
er
ie th
N

INTERPRETATION:
from the data above specified, 9% of customers are highly satisfied, 25%
of the customers are satisfied, 40% of the customers are neither satisfied nor
dissatisfied , 20% of the customers are dissatisfied , 6% of the customers are
highly dissatisfied on the basis of Spacious shop floor.

6.EASY TO LOCATE PRODUCT:

Satisfaction level No. of customers Percentage (%)
Highly satisfied 80 80
Satisfied 8 8
Neither satisfied nor dissatisfied 3 3
Dissatisfied 9 9
Highly dissatisfied 0 0
100 100

Satisfaction level based on Easy to locate

product
3% 9%

Highly satisfied
8% Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied

80%

INTERPRETATION:
from the data above specified, 80% of customers are highly satisfied, 8%
of the customers are satisfied, 3% of the customers are neither satisfied nor
dissatisfied , 9% of the customers are dissatisfied , 0% of the customers are
highly dissatisfied on the basis of Easy to locate the product.
  FINDINGS
 SUGGESTIONS

From the responses of 100 customers the findings can be listed as:
 As per the findings, all are having the awareness of Big Bazaar. We can
say that Big Bazaar have good place in the minds of the customers.
 As per the findings 60% of male customers are come to Big Bazaar for
shopping.
 The customers who were mainly age guoup of 26- 35 years are shopping
at Big 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 Big Bazaar.
 As per findings, Majority of the Respondents are visits Big Bazaar twice
in a week. By this, we can say that most of the customers are coming to
Big 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 at
Clothes.
 Most of customers are prefer to come to Big Bazaar with friends, and
customers are motivates by them at purchase.
 Majority of the respondents are interested to visit Big Bazaar when
compare to other malls.
 As per the findings, majority of the customers choose the Big Bazaar for
availability of products as well as reasonable prices.
 Majority of the customers are rate for affordable pricing in Big Bazaar.
 As per findings, most of the customers prefer to shop in Big Bazaar for
offers & discounts.
 As per findings, most of the respondents are taking assistance from the
store staff during purchase period. We can say that customers take
assistance from store staff when they shopping in Big Bazaar.
 As per the findings, majority of the customers are satisfied with the value
of their money provided by Big Bazaar.
 As per findings, overall experience of the respondents is found to be
Excellence as started by 12% of the Respondents, and Good by 60% of
the Respondents, Very few rated as poor.
 As per findings, most of the customer’s opinion is to revisit the Big
Bazaar.
 As per findings, Majority of the Respondents are recommended to others
for shopping in Big Bazaar.
 As per findings, as much as 45% of the Respondents to suggest the Big
Bazaar to maintain good quality in products.

RECOMMENDATIONS
An attempt has been made to suggest to the Big Bazaar a few measures. These
suggestions have been made within the preview of the data available.
1) The company must go for some more promotional activities rather than
TV, advertisement, hoarding and news papers.

2) The company has to conduct the periodical meetings with customers and
take their valuable suggestions.

3) The company may adopt policy of discounts cards and gifts to customers
while purchasing the products.

4) Innovative efforts must be launched to improve the position through better

marketing strategies.

5) Innovative packaging can give a company an advantage over competitors.

6) 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.

7) Most of the customers belongs to age group of 17-27 years. So, company
has to concentrate more on those people to enhance the sales.

8) Moreover, the company has to concentrate more on the customers of age

group of 28-37 years to enhance the sales.
 QUESTIONNAIRE
 BIBLIOGRAPHY

QUESTIONNAIRE
(The information furnished by the respondent is strictly for Academic purpose only)

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

Consumer Behavior towards the Big Bazaar. Kindly provide the following
information.

Name: Location:

Age: Occupation:

Gender M/F: Education;

Income for month:

Q1) How did you come to know about Biz Bazaar?

a) Advertisement
b) Colleagues references
c) Friends/relatives references
d) Any other specify

Q2) How frequently do you visit Big Bazaar?

a) Once in a week
b) Twice in a week
c) Once in every 15 days
d) Once in a month

Q3) what is the main purpose of purchase?

a) Personal Usage / consumption

b) To Gift
c) Any other pl. Specify

Q4) Which category of Products do you buy most at Big bazaar?

a) Food items
b) Clothes
c) Electronics
 d) Any other pl. Specify

Q5) You prefer to go in Big bazaar with

a) Family members
b) Spouse
c) Friends
d) Others

Q6) Which mall you like the most in the city

a) Big bazaar
b) Spencer
c) City central
d) Hyd central

Q7) What is the reason behind purchasing in Big Bazaar?

a) Good satisfaction over products

b) Reasonable prices
c) More offers
d) Any others

Q8) How do you rate the pricing of products at Big Bazaar?

a) Expensive
b) Competitive
c) Affordable
d) Reasonable

Q9) Why do you prefer to shop in Big Bazaar?

a) Availability of adequate stock

b) Convenience of location and timing
c) Offers and discounts
d) Variety of products

Q10) What more facility would you like to get at Big Bazaar?
 a) Membership Card
b) Discount Card
c) Free packing Offers
d) Lucky draw Offer

Q11) How often do you ask for Assistance from store staff in selecting your
Purchase?

a) Almost Always
b) Frequently
c) Sometimes
d) Never

Q12) How is your overall experience in Big Bazaar?

a) Excellent
b) Good
c) Poor

Q13) Would you visit Big Bazaar again?

a) Sure
b) May be
c) Never

Q14) Do you suggest any one to shop at Big Bazaar?

a) Yes
b) No

Q15) How, do you suggest to Big Bazaar management to making present Big
Bazaar to more attractive?

a) To maintain quality products

b) Reasonable prices
c) Giving more offers and discounts
d) Convenience

Q16) Please give your valuable suggestions regarding Big Bazaar over all
functioning_________________________________________________
Mention your satisfaction level for following elements

1) Highly satisfied
2) Satisfied
3) Neither satisfied nor dissatisfied
4) Dissatisfied

Elements 1 2 3 4

1. Location ( ) ( ) ( ) ( )
2. Operating time ( ) ( ) ( ) ( )
3. Parking facility ( ) ( ) ( ) ( )
4. Cleanness of store ( ) ( ) ( ) (
5. Spacious shop floor ( ) ( ) ( ) ( )
6. Easy to locate product ( ) ( ) ( ) ( )
7. Quality product ( ) ( ) ( ) ( )
8. promotion offers ( ) ( ) ( ) ( )
9. price fo the product ( ) ( ) ( ) ( )
10.staff helpfulness ( ) ( ) ( ) ( )
11.flexibility in payment
mode ( ) ( ) ( ) ( )
12.return of value for
money ( ) ( ) ( ) ( )

Thank you

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.bigbazaar.com

www.panthalone.com

www.futuregroup.com