Final Year Project Report

“FACTORS AFFECTING CONSUMER BUYING

BEHAVIOUR TOWARDS BIG BAZAAR”

Submitted in the partial fulfillment of the requirements for the

Award of the degree Bachelor of Business Administration

2017 – 2020
Project Guide Submitted By

Dr. Charu Mohla Kunal Aggarwal

(Asst. Professor) Enroll no.
04314701717

Maharaja Agrasen Institute of Management Studies

Affiliated to Guru Gobind Singh Indraprastha University, New Delhi
PSP Area, Plot No. 1, Sector – 22, Rohini, Delhi - 110086
 STUDENT DECLARATION

This is to certify that I, Kunal Aggarwal (Enroll. No.:04314701717) have completed the Final Year

Project titled “FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR TOWARDS BIG

BAZAAR” under the guidance of Dr. Charu Mohla in partial fulfillment of the requirement for the

award of Degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management

Studies, Delhi. This is an original piece of work & I have not submitted it earlier elsewhere.

Date:
Place: (KUNAL AGGARWAL)
Enroll. No.: 04314701717
 CERTIFICATE FROM THE INSTITUTE GUIDE

This is to certify that the Final Year Project titled “FACTORS AFFECTING CONSUMER BUYING

BEHAVIOUR TOWARDS BIG BAZAAR” is an academic work that is completed by Mr. Kunal

Aggarwal (Enroll. No.:04314701717) and submitted in the partial fulfillment of the requirement for the

award of the degree of Bachelor of Business Administration at Maharaja Agrasen Institute of

Management Studies, Delhi, under my guidance & direction. To the best of my knowledge and belief

the data & information presented by him/her in the project has not been submitted earlier.

Signature:

Name of the Faculty:

Designation:
 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to MAHARAJA AGRASEN INSTITUTE OF

MANAGEMENT STUDIES for imparting us very valuable professional training in BBA.

I pay my gratitude and sincere regards to Dr. Charu Mohla my project Guide for giving me the cream
of his knowledge. I am thankful to her as she has been a constant source of advice, motivation and
inspiration. I am also thankful to her for giving her suggestions and encouragement throughout the
project work.

I take the opportunity to express my gratitude and thanks to our computer Lab staff and library staff for
providing me opportunity to utilize their resources for the completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete the project and
providing me an environment, which enhanced my knowledge.

Date:
Place: (KUNAL AGGARWAL)
Enroll. No.: 04314701717
 TABLE OF CONTENTS

S. No. Topic Page

No.
1 Certificate I

2 Declaration II

3 Acknowledgement III

4 Executive Summary 1

5 Chapter 1 – Introduction 5

 Overview on consumer behavior

 Profile of the organization
 History of the organization
 Methodology
 Objectives of the Study
 Scope of the study
 S.W.O.T. Analysis of the organization

6 Chapter 2 – Literature Review 22

7 Chapter 3 – Data Analysis and Interpretation 31

8 Chapter 4 – Findings and Observations 44

9 Chapter 5 – Recommendations 50

10 Bibliography 52

11 Annexure 54
 Executive summary

The indian retail industry, one of the fastest growing industry in the country over the past couple of

years is no exception. There is no doubt that the retail scene is booming. India’s retailing boom is the

result of rapid globalisation and the recognition of being a very potential market by big giants and

foreign companies making the market more competitive.

This has caused existing retailer’s tore-tailor their strategies to suit the new landscapes. This retail

industry deals Food Bazaar and various sections which help the society with their daily needs.

After interaction with customers I found that they are more satisfied with the big bazaar rather than any

other products. While working on this project various topics and concepts came to the knowledge which

was unheard and unknown before.

My study is based on a survey done on customers of a hypermarket named Big Bazaar. Big Bazaar is a
new type of market which came into existence in India since 1994. It is a type of market where various
kinds of products are available under one roof. My study is on determining the customer’s demand for
Big Bazaar and the satisfaction level of customers in Big Bazaar.
It has created formats, which provide allitems under one roof. Big Bazaar has maintained that
uniqueness & succeeded in attracting customers. Big Bazaar is not just another hypermarket.
It caters to every need of your family. Big Bazaar scores over other stores is its value for money

proposition for Indian Customers.

The report consists of four chapters in all .

The first chapter consists of the detailed description about the big bazaar and the consumer satisfaction

towards buying behaviour of the customer towards retailing stores.

The second chapter consists of literature review of variours authors and their detailed description.

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The third chapter consists of data presentation and analysis of the data which are collected from the

consumers. And,

The fourth chapter consists of finding results and suggestions and the scope of the project , keywords

and their meanings.

The fifth chapter consists of recommendations for the overall project.

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 TABLES

Table No Title Page No

3.1 Case processing summary 38
3.2 Reliability status 39
3.3 Age group of respondents 40
3.4 Gender group of respondents 40
3.5 Retail stores preferences 41
3.6 KMO and Bartlett’s Test 44
3.7 Total variance explained 45
3.8 Rotated component matrix 48
3.9 Factor with their loadings 49

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 FIGURES

Figure No Title Page No

3.1 Pie chart of age group 39
3.2 Pie chart of gender 40
3.3 Pie chart of retail store preferences 41
3.4 Screen plot chart 44

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CHAPTER 1

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 INTRODUCTION

1.1 CONSUMER BUYING BEHAVIOUR

Consumer behavior is the study of consumers and the processes they use to choose, use (consume), and

dispose of products and services, including consumers‟ emotional, mental, and behavioral responses.

Consumer behavior incorporates ideas from several sciences including psychology, biology, chemistry,

and economics.

Retailing is the interface between the producer and the individual consumer buying for personal

consumption. This excludes direct interface between the manufacturer and institutional buyers such as

the government and other bulk customers. A retailer is one who stocks the producer‟s goods and is

involved in the act of selling it to the individual consumer, at a margin of profit. As such, retailing is the

last link that connects the individual consumer with the manufacturing and distribution chain. The retail

industry in India is of late often being hailed as one of the sunrise sectors in the economy. AT Kearney,

the well-known international management consultancy, recently identified India as the „first most

attractive retail destination‟ globally from among thirty emergent markets. It has made India the

cause of a good deal of excitement and the cynosure of many foreign and domestic eyes. The entry of

foreign

and Indian retail giants like Wal-Mart, Metro, Reliance, Birla, Tata etc. made Indian market more

competitive which is at cut throat level. So how retailers can reach to their end customers, to win the

mind share and increase the basket size of each shopping trip. India retail industry is the largest industry

in India, with an employment of around 8% and contributing to over 10% of the country's GDP. Retail

industry in India is expected to rise 25% yearly being driven by strong income growth, changing

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lifestyles, and favorable demographic patterns. It is expected that by 2016 modern retail industry in

India will be worth US$ 175- 200 billion. India retail industry is one of the fastest growing industries

with revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly.

A further increase of 7-8% is expected in the industry of retail in India by growth in consumerism in

urban areas, rising incomes, and a steep rise in rural consumption. It has further been predicted that the

retailing industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5

billion.

The growth of scope in the Indian retail market is mainly due to the change in the consumer‟s

behaviour. For the new generation have preference towards luxury commodities which have been due to

the strong increase in income, changing lifestyle, and demographic patterns which are favourable. AS

The twentieth century has come to and we have moved in to third millennium, we can see many

development and changes taking place around us with all the industries and firms within each industry

trying to keep pace with all the industries and firm within each industries trying to keep pace with the

changes and diverse need of people . Marketer have regarded “customer” as the king and evolved all

activities to satisfy him or her, this concept gaining more momentum and importance today.

More than a century ago, the father of our nation, Mahatma Gandhi, had made visionary and deep

meaningful statement at Johannesburg, South Africa in 1980 .A customer is the most important visitor

of our premises. He is not dependent on us .We are dependent on him He is not interruption on our

work. He is the purpose of it and not an outsider on our premises. He is a part of it. We are not doing

him favour by serving him. Today the entire firm engaged in a process of creating a life time value and

relationship with customers. This report start with discussion on the diversity of consumer behaviour

and the need for studying consumer buying behaviour and consumer as a related field of marketing .this

can be largely be attributed to the prevailing market situation .Today the company image is built and

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made known by its customers. Thus success of the firm determined how effective it has been in meeting

the diverse consumer need and wants by treating each customer as unique and offering products and

services to suit has or her need.

Consumer buying behaviour will be a primary force in determining how this transition will evolve.

Getting closer to the customer in today’s highly competitive landscape is essential for the entire industry

and is no longer just a retail issue. It requires all organisations across the supply chain to work as a

single enterprise, sensing and responding rapidly to consumer demand in a coordinated manner. Detailed

analysis of the changing patterns of consumer demand, shopping trends.

Understanding buying Behaviour to consumer

Consumer Behaviour is a branch which deals with the various stages a consumer goes through

before purchasing products or services for his end use. Consumer Behaviour is the study of individuals,

groups, or organizations and the processes they use to select, secure, use, and dispose of products,

services, experiences, or ideas to satisfy needs and the impacts that these processes have on the

consumer and society

1.1 WHY IS CONSUMER BUYING BEHAVIOUR IMPORTANT?

Studying consumer behavior is important because these way marketers can understand what influences

consumers‟ buying decisions. By understanding how consumers decide on a product they can fill in the

gap in the market and identify the products that are needed and the products that are obsolete. Studying

consumer behaviour also helps marketers decide how to present their products in a way that generates

maximum impact on consumers. Understanding consumer buying behaviour is the key secret to reaching

and engaging your clients, and convert them to purchase from you.

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There are three categories of factors that influence consumer behavior:

Personal factors: an individual’s interests and opinions that can be influenced by demographics (age,
gender, culture)

Psychological factors: an individual’s response to a marketing message will depend on their

perceptions and attitudes.

Social factors: family, friends, education level, social media, income, they all influence consumers’
behavior.

1.2 TYPES OF CONSUMER BUYING BEHAVIOUR

There are four main types of consumer behavior:

1. Complex buying behavior

This type of behavior is encountered when consumers are buying an expensive, infrequently bought a
product. They are highly involved in the purchase process and consumers‟ research before committing
to invest. Imagine buying a house or a car; these are an example of a complex buying behavior.

2. Dissonance-reducing buying behavior

The consumer is highly involved in the purchase process but has difficulties determining the differences

between brands. Dissonance can occur when the consumer worries that they will regret their choice.

Imagine you are buying a lawnmower. You will choose one based on price and convenience, but after

the purchase you will seek confirmation that you’ve made the right choice.

3. Habitual buying behavior

Habitual purchases are characterized by the fact that the consumer has very little involvement in the

product or brand category. Imagine grocery shopping: you go to the store and buy your preferred type of

bread. You are exhibiting a habitual pattern, not strong brand loyalty.

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4. Variety seeking behavior

In this situation, a consumer purchases a different product not because they weren’t satisfied with the

previous one, but because they seek variety. Like when you are trying out new shower gel scents.

1.3 WHAT AFFECTS CONSUMER BUYING BEHAVIOUR?

Many things can affect consumer behavior, but the most frequent factors influencing consumer behavior
are:

1. Marketing campaigns

Marketing campaigns influence purchasing decisions a lot. If done right and regularly, with the right

marketing message, they can even persuade consumers to change brands or opt for more expensive

alternatives. Marketing campaigns can even be used as reminders for products/services that need to be

bought regularly but are not necessarily on customers’ top of mind (like insurance for example). A good

marketing message can influence impulse purchases.

2. Economic conditions

For expensive products especially (like houses or cars) economic conditions play a big part. A positive

economic environment is known to make consumers more confident and willing to indulge in purchases

irrespective of their personal financial liabilities. Consumers make decisions in a longer time period for

expensive purchases and the buying process can be influenced by more personal factors at the same

time.

3. Personal preferences

Consumer behavior can also be influenced by personal factors, likes, dislikes, priorities, morals, and

values. In industries like fashion or food personal opinions are especially powerful. Advertisement can,

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of course, help but at the end of the day consumers‟ choices are greatly influenced by their preferences.

If you’re vegan, it doesn’t matter how many burger joint ads you see, you’re probably not going to start

eating meat because of that.

4. Group influence

Peer pressure also influences consumer behavior. What our family members, classmates, immediate

relatives, neighbors, and acquaintances think or do can play a significant role in our decisions. Social

psychology impacts consumer behaviour. Choosing fast food over home-cooked meals, for example, is

just one of such situations. Education levels and social factors can have an impact.

5. Purchasing power

Last but not least, our purchasing power plays a significant role in influencing our behavior. Unless you

are a billionaire, you will take your budget into consideration before making a purchase decision. The

product may be excellent, the marketing could be on point, but if you don’t have the money for it, you

won’t buy it. Segmenting consumers based on their buying capacity will help marketers determine

eligible consumers and achieve better results.

1.4 SCOPE OF CONSUMER BUYING BEHAVIOUR

Consumer behaviour and marketing management: Effective business managers realise the

importance of marketing to the success of their firm. A sound understanding of consumer

behaviour is essential to the long run success of any marketing program. In fact, it is seen as a

cornerstone of the Marketing concept, an important orientation of philosophy of many marketing

managers. The essence of the Marketing concept is captured in three interrelated orientations consumers

needs and wants, company integrated strategy.

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Consumer behaviour and non profit and social marketing: In today's world even the non-profit

organisations like government agencies, religious sects, universities and charitable institutions have to

market their services for ideas to the "target group of consumers or institution." At other times these

groups are required to appeal to the general public for support of certain causes or ideas. Also they make

their contribution towards eradication of the problems of the society. Thus a clear understanding of the

consumer behaviour and decision making process will assist these efforts.

Consumer behaviour and government decision making : In recent years the relevance of consumer

behaviour principles to government decision making.

Two major areas of activities have been affected:

1. Government services: It is increasingly and that government provision of public services can

benefit significantly from an understanding of the consumers, or users, of these services.

2. Consumer protection: Many Agencies at all levels of government are involved with

regulating business practices for the purpose of protecting consumers welfare.

Consumer behaviour and demarketing: It has become increasingly clear that consumers are entering

an era of scarcity in terms of some natural gas and water. These scarcities have led to promotions

stressing conservation rather than consumption. In other circumstances, consumers have been

encouraged to decrease or stop their use of particular goods believed to have harmful effects. Programs

designed to reduce drug abuse, gambling, and similar types of conception examples. These actions have

been undertaken by government agencies non-profit organisations, and other private groups. The term

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"demarketing" refers to all such efforts to encourage consumers to reduce their consumption of a

particular product or services.

Consumer behaviour and consumer education: Consumer also stands to benefit directly from orderly

investigations of their own behaviour. This can occur on an individual basis or as part of more formal

educational programs. For example, when consumers learn that a large proportion of the billions spend

annually on grocery products is used for impulse purchases and not spend according to pre planned

shopping list, consumers may be more willing to plan effort to save money. In general, as marketers that

can influence consumers' purchases, consumers have the opportunity to understand better how they

affect their own behaviour.

1.5 NATURE OF CONSUMER BUYING BEHAVIOUR

1. Influenced by various factors:

The various factors that influence the consumer behaviour are as follows:

a. Marketing factors such as product design, price, promotion, packaging, positioning and distribution.

b. Personal factors such as age, gender, education and income level.

c. Psychological factors such as buying motives, perception of the product and attitudes towards the

product.

d. Situational factors such as physical surroundings at the time of purchase, social surroundings and

time factor.

e. Social factors such as social status, reference groups and family.

f..Cultural factors, such as religion, social class caste and sub-

castes.

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2. Undergoes constant change:

Consumer behaviour is not static. It undergoes a change over a period of time depending on the nature

of products. For example, kids prefer colourful and fancy footwear, but as they grow up as teenagers and

young adults, they prefer trendy footwear, and as middle-aged and senior citizens they prefer more sober

footwear. The change in buying behaviour may take place due to several other factors such as increase

in income level, education level and marketing factors.

3. Varies from consumer to consumer:

All consumers do not behave in the same manner. Different consumers behave differently. The

differences in consumer behaviour are due to individual factors such as the nature of the consumers,

lifestyle and culture. For example, some consumers are technoholics. They go on a shopping and spend

beyond their means.

4. Varies from region to region and country to county:

The consumer behaviour varies across states, regions and countries. For example, the behaviour of the

urban consumers is different from that of the rural consumers. A good number of rur al consumers are

conservative in their buying behaviours. The rich rural consumers may think twice to spend on luxuries

despite having sufficient funds whereas the urban consumers may even take bank loans to buy luxury

items such as cars and household appliances. The consumer behaviour may also varies across the states,

regions and countries. It may differ depending on the upbringing, lifestyles and level of development.

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5. Information on consumer behaviour is important to the marketers: Marketers need to have a

good knowledge of the consumer behaviour. They need to study the various factors that influence the

consumer behaviour of their target customers.

1.6 RESEARCH METHODOLOGY

The study has been conducted through a consumer survey with the help of a Google form. The

information has been collected through a questionnaire consisting of questions related to their

satisfaction level at Big Bazaar which was based on their personal experiences. This aspect of the data

comprises our primary data structure. The secondary data has been collected from the company’s

website. Sample survey method has been adopted to study the behavioral pattern of the customers

regarding shopping at Big Bazaar. In this google form has been sent to the people to collect the data.

This method usually provides useful information.

Descriptive research is defined as a research method that describes the characteristics of the population

or phenomenon that is being studied. This methodology focuses more on the“what” of the research

subject rather than the “why” of the research subject.

In other words, descriptive research primarily focuses on describing the nature of a demographic

segment, without focusing on “why” a certain phenomenon occurs. In other words, it “describes” the

subject of the research, without covering “why” it happens. To conclude, though quite accurate answers

can’t be gathered through surveys yet some useful information can be collected that is not much

different from the correct estimates.

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Objective Of the study :

1. To study the factors affecting consumer buying behaviour with big bazaar

2. To study the impact of factors affecting consumer buying behaviour on big bazaar

Organisation: Big bazaar

Functional area: Marketing
Scope of study:

The study is limited to big bazaar only because due to time and resources constraints the data is
collected from the Delhi NCR only.

a) Methodology: The survey method was used for collecting the primary data to test the
research model. The questionnaire was administered by meeting the respondent on a simple
random sampling.

b) Factor analysisis used to collect and analyse the data

c) Sample size:50

d) Tools used: Ms-excel

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COMPANY PROFILE

1.7 FUTURE GROUP

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of the India‟s Leading

business houses with multiple business spanning across the consumption space. While retail forms the

core business activity of future group, group subsidiaries are present in consumer finance, capital,

insurance, leisure and entertainment, brand development, retail, real estate development, retail media

and logistics. Led by its flagship enterprise, Pantaloon

Retail (India) 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 Mumbai (Bombay), the

company operates over 16 million square feet of retail space, has over 214 stores across 90 cities and

employs more than 36,000 people and is listed on Indian stock exchange. The company also operates an

online portal Futurebazaar.com. Future Capitals Holding, the group’s financial arm provides investment

advisory to assets worth over $1 billion that are being invested in consumer brands and companies, real

estate, hotels and logistics. It also operates a consumer finance arm with branches in 150 locations.

Other group companies include Future Generali, the group’s insurance venture in partnership with

Italy’s Generali Group, Future Brands, a brand development and IPR company, Future Logistics,

providing logistics and distribution system to group companies and business partners and Future Media,

a retail media initiative. The group’s presence in Leisure and Entertainment segment is led through,

Mumbai-based listed company Galaxy Entertainment Limited, Galaxy leading leisure chains, Sports bar

and Bowling co. and family entertainment centers.

Future Group believes in developing strong insights on Indian consumers and building business based

on Indian ideas, as espoused in the group’s core value of “Indian-ness”. The group’s corporate credo is,

“Rewrite rules, Retain values”.

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1.8 BIG BAZAAR
Big Bazaar Big Bazaar is a chain of department stores in India currently with 100 outlets. It is owned by

Pantaloon Retail India Ltd, Future Group. It works on the same economic model as Wal-Mart and has

been successful in many Indian cities and small towns. The idea was pioneered by entrepreneur Mr.

Kishore biyani, the CEO of Future Group. Big Bazaar offers a wide range of products including fashion

and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and

entertainment sections. With its wide product range it fulfills the need of every consumer of different

age group. The idea was pioneered by Kishore Biyani; the head of Pantaloon Retail India Ltd. Kishore

Biyani follows a 3C theory: Change and Confidence among the entire population is leading to rise in

Consumption. With this strategy the company has earned huge profits and records a good turnover every

year. Big Bazaar has divided India into 3 different sectors.

1.9 COMPANY HISTORY

1. 1987 Company incorporated as “Manz Wear Private Limited”. Launch of Pantaloons trouser, India’s
first formal trouser brand.
2. 1991 Launch of BARE, the Indian jeans brand.
3. 1992 Initial public offer (IPO) was made in the month of May.
4. 1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched across the
nation. The company starts the distribution of branded garments through multi-brand retail outlets
across the nation.
5. 1995 John Miller – Formal shirt brand launched.
6. 1997 Company enters modern retail with the launch of the first 8000 square feet store, Pantaloons
in Kolkata.
7. 2001 Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore
and Hyderabad.

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8. 2002 Food Bazaar, the supermarket chain is launched.
9. 2004 Central – India’s first seamless mall is launched in Bangalore.
10. 2005 Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus League Clothing

and Planet Retail. Sets up India’s first real estate investment fund Kshitij to build a chain of

shopping malls.

11. 2006 Future Capital Holdings, the company‟s financial is formed to manage over $1.5 billion in real
estate, private equity and retail infrastructure funds. Plans forays into retailing of consumer finance

products.

12. 2007 Future Group crosses $1 billion turnover mark. Specialized companies in retail media,
logistics, IPR and brand development and retail-led technology services become operational.
Pantaloon Retail wins the “International Retailer of the Year” at US based National Retail
Federation convention in New York and “Emerging Retailer” of the Year award at the World Retail
Congress held in Barcelona. Futurebazaar.com becomes India’s most popular shopping portal.

13. 2008 Future Capital Holdings becomes the second group company to make a successful Initial
Public Offering in the Indian capital markets. Big Bazaar crosses the 100-store mark, marking one of
the fastest ever expansion of a hypermarket format anywhere in the world. Total operational retail
space crosses 10 million square feet mark. Future Group acquires rural retail chain, „Aadhar‟
present in 65 rural locations.

1.10 VISION AND MISSION

Vision:

“To Deliver Everything, Everywhere, Every time, to Every Indian Customer in the most profitable

manner.”

One of the core values at Future Group is, “India-ness” and its corporate credo is – “Rewrite rules,
Retain values.”

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MISSION:

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.

1.11 SWOT ANALYSIS- BIG BAZAAR

STRENGTHS

 Affordability for middle class is provided by Big Bazaar in India.

 Big Bazaar offers quality,choice and convenience.

 Wide range of products and service offerings Strong presence in local market.

 Attractive promotional offers given by Big Bazaar to attract customer through discounts,

sales, exhange offers etc.

 Large no. SKU provided to consumers.

 Good branding and advertising by also roping in celebrity brand ambassadors also boosted

Big Bazaar's presence.

WEAKNESSES

 Big Bazaar is not known globally and restricted to the Indian market only.

 No different game plan according to divergent people, their lifestyles, their tastes and budgets

in India.

OPPORTUNITIES

 Big Bazaar can plan to expand globally by tie-ups.

 Entering into high premium segment.

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  Opportunity to expand into financial services catering to huge segment.

 Increased rural penetration can also benefit Big Bazaar.

THREATS

 Competitors with a global presence

 Online markets can severely affect the market share of Big Bazaar

 Low priced brand perceived to be of low quality in Indian consumer minds

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CHAPTER- 2

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 LITERATURE REVIEW

Janardana (2019): To set an image on the mind of the consumer towards a product. This research

investigated how respondents will respond to the brand loyalty buying behaviour of the consumer.

Brand loyalty plays a very important role in the minds of consumers. Customers will buy the products

by seeing images of the brand. Research says that it is not easy to build a brand image in the consumer

mind. Additionally there are many other super markets there in India. So it is difficult to attract the

customers. research says that brand image can change the consumers mind to set to purchase the

product. Brand image or brand product will show the status or standard of a person who purchases the

product, many people will buy the product because of this. Now advertisement is a big weapon to stay in

the consumers mind. They say that consumers will purchase the product which they prefer and which

they like it shows the consumer buying behaviour. The objective of this study is to examine the

customer purchase behavior.

Hawkins, motherbaugh and Best (2018): states that consumer behaviour is also the study of processes
and consumers used to select, dispose and consume services and products. All decisions of marketing
are concerned with consumer behaviour knowledge and assumptions. Researching consumer behaviour
is a critical process, but understanding consumer behaviour is difficult to marketers and the marketers
can use it to: 1) target customers effectively; 2) offers customer satisfaction and value; 3) expand base of
the knowledge in the marketing field; 4) create competitive benefit; 5) develop services and products; 6)
develops company value; 7) applies strategies of marketing towards positive effect on society i.e.
motivate people to support charities, lower down usage of drugs, enhance healthy habits, etc.; and 8)
understand how customers look their rivalries products versus their products made research on the topic
impact of brand image and advertisement on consumer buying behaviour . analysed the influence of
packaging on consumer decision making process for fast moving consumer goods. The aim of the

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research was to analyse the impact of packaging for decision making processes of low income
consumers in retail shopping.

Lancaster et al, (2017): This chapter will introduce some other areas of research background of

consumer behaviour addressing the works of researchers and markets moreover, consumer decision

making process, in particular, five stages of consumers buying behaviour is studied as a part of the

marketing and its main objective it to learn the way how the individuals, groups or organisation choose,

buy and dispose the goods and the factors such as their previous experience, taste, price, and branding

on which the consumers base their purchasing decision. A survey method has been used in order to

reach the research objectives. In a survey conducted in star hyper in the town of Centerville 250

respondents participated. The findings of the research indicated that low- income consumers have more

preferences towards premium packaging as this can also be re-used after the product has been

consumed. Although the findings indicated that there is a weak relationship between the product

packaging and brand experience. However, it has been proved by the findings of the research that low-

income consumers have greater brand experience from the purchase of premium products when

compared to their experience from purchasing cheap brand products.

Kotler and Keller (2017): suggested that the topic of consumer behaviour is one of the massively

studied topics by the researchers and marketers in the past and still being studied. Research shows

different reasons as to why consumer behaviour has been the topic of many academics and researchers.

One of the common views is that understanding consumer behaviour has become a factor that has a

direct impact on the overall performance of the businesses. It is the part of the marketing and its main

objective it to learn the way how the individuals is, group or organisation choose, buy use and dispose

the goods and the factors such as their previous experience, taste, and branding on which the consumers

base their purchasing decision that once the relevant information about the product or service is obtained

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the next stage involves analysing the alternatives consider this stage as one of the important stages as the

consumer considers all the types and alternatives taking into account the factors such as size, quality and

also price.

Sangvikar, Katole (2016): A study of consumer purchase behavior in organized research paper

researchers basically focused on behaviour of consumers mainly on purchasing pattern in various store

formats and store preference on the basis of product availability, spending pattern, consumers preferred

store, salesman services, and store layout. Researchers observed that the customers prefer retail outlets

because of price discount, followed by a variety of products. An important implication is that consumer

education is essential to mitigate the prevailing throwaway culture and raise consumer awareness of

ethical issues facing the fashion industry. Thus, retailers should take initiatives to educate consumers so

as to ensure the success of their newly-launched ethical fashion products. Originality/value The paper

proposes an approach to clearly understand the impacts of ethical fashion on consumer purchase The

findings suggest that consumer beliefs about ethical fashion, which are based on their perceptions of a

company in terms of its reputation in the fashion industry, influence their support for what they perceive

as socially and environmentally responsible businesses.

Aaker, Joachimsthaler(2016): Furthermore, consumers may choose particular products/brands not

only because these products provide the functional or performance benefits expected, but also because

products can be used to express consumers’ personality, social status or affiliation (symbolic purposes)

or to fulfil their internal psychological needs, such as the need for change or newness. Consumer

behaviour refers to the mental and emotional process and the observable behaviour of consumers during

searching, purchasing and post consumption of a producer service. Consumer behaviour involves study

of how people buy, what they buy, when they buy and why they buy. It blends the elements from

2
Psychology, Sociology, Socio psychology, Anthropology and Economics It also tries to assess the

influence on the consumer from groups such as family, friends, reference groups and society in general.

the persuasiveness of brand names. Retail stores selling the products also play an important role in

swaying the decisions of consumers.

GOODEY & ABRATT (2015) – Examined that Manufactures and the retailers in the industrialized

countries spend a large sum of amount on personal ad andthe the promotion to increase the sales on

merchandise through “preferences buying “. In – store the stimuli they hold true across culture. Analysis

of variables such as brand loyalty, specificity outlet and presencethy of shoppingthy listthy also impact

on crossthy culturalthy basis. –preferences purchase is a phenomenon that are started trigger the

consumer and he demonstrated about how the new updating improves over the previous buying

procedure. Examined that customers personality and their intellectual capability manipulate more on

inclination purchase. It has focused on the cognitive and emotional response which experienced by the

consumer during purchase. it is the psychological model of consumer preferences buying. It deals with

certain characteristic they are as fellows , An unexpected and the unstructured aspiration perform. , The

situation of mental disequilibrium performs. , The commencement of emotional conflict and effort. ,

Lessening in the cognitive evaluation.

LEE AND KACCEN (2014) – Examined in the aspects of intellectual perspective, the hypothesis of

individualism thy and collectivism they give important thy insights they about consumer’s preference

behaviour. Individualism is the more independently in themselves they in greater preferences

purchasethy He practically showed that the peer group, family and the mental capability impacts on

spontaneous purchase. Deliberated that shopping attitude of the formative years and found they that

sensory thy stimulus such thing as background music thy or feelthy of the product music, odours.

2
product play a very important in shapingthy the shoppingthy exercisethy of those role, exercise of those

individuals and staff preferences buying activity in them. Recommended that uphold of the preferences

behaviour triggers and performance of novel goods, managers might emphasize enthusiasm and wide

variety of products helps in their promotional activity. He commented that individuals who had morethy

optimistic emotional responses to the retail atmosphere were more likely to make preference purchases.

CHANG Et al (2014) – commented that individuals who had morethy optimistic emotional responses to

the retail atmosphere were more likely to make preference purchases. Experimented that cognitionthy of

the consumers moderate the relations among preferences purchase and actualthy list of unplanned

buying. He also Examined that the shopping attitude of the teenagers and found that the sensory

stimulus such as melody tune, enjoyable aroma of the products play a significant role in determining and

shopping of individuals and set off buying activity. – Explained that preference shopping tempts the

customers to immediately purchase them which are without any pre –shoppingthy objectivethy eitherthy

to buy the particular merchandise category. The buyingthy of anthy item which is out of stick and

reminded thy during encountering the product they are excluded from the preview of preferences buying

Declared that economic and the cultural factors of person such of buying behaviour.

Mishra and Dash (2013): in their article have observed that organized retail has changed the Indian

retailing structure and the consumption behaviour. The results of the study reveal that for consumers the

shopping malls or variants of organized retail formats the preferred type of retail store due to the

convenience and variety they offer. These hypermarkets/ malls/ supermarkets are the stores preferred by

consumers, even though consumers buy from several retail outlets which indicates that there is no 'single

loyalty' while in organized outlets, consumers buy essentially consumer goods with low level of risk. In

traditional retail outlets, they essentially buy products of more involvement, which requires a more

2
complex buying behaviour. Their study also revealed that consumers cite price and convenience for not

buying certain goods in traditional retail outlets, which reveals that the consumers intend to optimize

their time and money.

Simonson et al (2013): one of the most essential and influential areas within consumer buying behavior

is the consumer decision making process. In recent decades, during the initial stages of the conception of

the consumer buying behavior paradigm, various consumer decision making models were proposed.

However the theories proposed by the researchers were not specific and considered an overall view of

the consumer decision making process. indicated the importance and need for a specific, situation and

product – oriented model in the study of the purchasing behavior of the consumer. The consumer

investigating decisions needed in the purchase of products such as cars, houses etc would directly make

an effective contribution to the consumer buying behavior knowledge. Therefore it is evident that an

exploratory research approach with the objective to study the consumer buying behavior would provide

opportunities to understand the complexity of specific decision making processes of the consumers.

Mitchell , Beatty and Smith (2013): This process of strategic decision making endures a certain

amount of risk mainly because it represents very high financial decisions. Therefore this study

concentrates on the various factors and its effect in the case of this complex decision making process

such as the process of consumer buying behavior in the real estate industry. The understanding and the

prediction of the consumer perceptions is important in examining and studying the consumer buying

behavior and the decision making process. Thus the overall purpose of this research is to understand the

factors and influences on consumer buying behavior

2
in the real estate industry and also explains as to how the integration of the theories relating to consumer

buying behavior improves the understanding the consumer perceptions in the real estate buying

process.making process involving long – term commitments of resources and affecting the budget

available for other goods and services is defined as the strategic decision making process.

Christopher (2012) : studied the shopping habits of consumers to form an idea of whether or not the

store concepts, product ranges and strategies of the companies are appropriate towards consumer

requirements. He believed that consumer behaviours are unpredictable and changing continuously

changing; while trying to under try to understand how individuals or groups make their decision to

spend their available resources on consumption-related items. These are factors that influence the

consumer before, during, and after a purchase The essence of this approach is critical for organisational

success, so that they can have a better understanding of their customer behaviours . The physical action

or behaviour of consumers and their buying decision every day can be measured directly by marketer.

For that reason many organisations these days are spending lot of their resources to research how

consumer makes their buying decision, what they buy, how much they buy, when they buy, and where

they buy . To get a well coherent result, organisations normally look at these behaviours base their

analysis on different conceptions.

Michael R. Solomon (2012): consumer behaviours typically analyse the processes of group selected or

individual purchases/dispose of product, service, concept or experiences to satisfy their need and desires.

He suggested that consumer behaviours have a huge impact in a firm marketing decision making process

every year. There is a risk that what a consumer does will inflict on his or her behaviour and generate

consequences. The user and the purchaser can be different people, in some cases; another person may be

an influencer providing recommendations for or against certain products without actually buying . Most

2
of the large consumer electronics retailers tend to gather more information about customers motivating

factors and what influences their buying behaviours. To get in-depth understanding of consumer

behaviour concepts will give us an idea on how it plays a significant role in our life and in the whole

trend of business profit to various firms which will allow the researcher to get the analysis and

determine product positioning, develop the message and targeting strategy in order to reach to the

market.

Acebron et al (2011). The aim of the study was to analyze the impact of previous experience on buying
behaviour of fresh foods, particularly mussels. In their studies the authors used structural equation model
in order to identify the relationship between the

habits and previous experience on the consumer buying decision. Their findings show that personal

habits and previous experience on of the consumers have a direct impact on the consumers’ purchase

decision in the example of purchasing. The topic of consumer behaviour is one of the massively studied

topics by the researchers and marketers in the past and still being studied.

Researchers show different reasons as to why consumer behaviour has been the topic of many

academics and researchers. One of the common views is that understanding consumer behaviour has

become a factor that has a direct impact on the overall performance of the businesses. This chapter will

introduce some other areas of research background of consumer behaviour addressing the works of

researchers and marketers. Moreover, the consumer decision making process, in particular, five stages of

consumer decision making will be discussed in detail. It is worth noting that consumer buying behaviour

is studied as a part of the marketing and its main objective it to learn the way how the individuals,

groups or organizations choose, buy use and dispose the goods and the factors such as their previous

experience, taste, price and branding on which the consumers base their purchasing decisions .

3
CHAPTER - 3

3
 DATA PRESENTATION AND ANALYSIS

Data analysis is a process of inspecting, cleansing, transforming and modeling data with the goal of

discovering useful information, informing conclusions and supporting decision-making. Data analysis

has multiple facets and approaches, encompassing diverse techniques under a variety of names, and is

used in different business, science, and social science domains. In today's business world, data analysis

plays a role in making decisions more scientific and helping businesses operate more effectively

Data collection

It is the process of gathering and measuring information on targeted variables in an established

systematic fashion, which then enables one to answer relevant questions and evaluate outcomes.

There are two ways to collect data are-

a. Primary Data: Primary data are firsthand information. These information are collected directly

from the source by means of field studies. Primary data are original and are like raw materials. The

investigator himself collects primary data or supervises its collection. It may be collected on a

sample or census basis or from case studies.

3
b. Secondary Data: Secondary data is second hand information. The data which have

already been collected and processed by some agency or persons and are not used for the first

Time is termed as secondary data. Secondary data may be abstracted from existing records,

published sources or unpublished sources.

In this report the data is collected from the primary source of data which are collected by the 70

people located in Delhi. The data is collected on a sample questions which i have prepared for

my research topic

Reliability

Reliability analysis refers to the fact that a scale should consistently reflect the construct it is

measuring. There are certain times and situations where it can be useful

Scale: ALL VARIABLES

Case Processing Summary

N %

Cases valid 69 98.6

Excluded 1 1.4

Total 70 100
 a Listwise deletion based on all variables in the procedure.

TABLE: 3.1

Reliability Statistics

Cronbach's

Alpha N of Items

0.774 16

TABLE: 3.2

Data presentation

This refers to the organization of data into tables, graphs or charts, so that logical and statistical

conclusions can be derived from the collected measurements.

Age group of the Respondent

S .NO Age of respondent No of respondent Percentage

1 Below 20 4 6

2 20 - 25 59 85
 3 Above 25 6 9

Total 69 100

TABLE: 3.3

FIG: 3.1

Gender of respondents

Genders of respondents

S .NO Gender No of respondent Percentage

1 Female 40 57

2 Male 30 43

Total 70 100

TABLE: 3.4
 FIG: 3.2

Retail store preferences

Stores No. of respondents Percentage

Big Bazaar 46 66.70%

Wall Mart 1 1%

Reliance Mart 17 23.60%

Easy Day 6 8.30%

TABLE: 3.5
 FIG: 3.3

INTERPRETATION:

Out of 70 respondents, 46 visits big bazaar,6 respondents visits Easy Day,17 respondents

visits Reliance Mart followed by 1 respondents who visits Walmart.

Factor Analysis:

Factor analysis is a statistical method used to describe variability among observed, correlated

variables in terms of a potentially lower number of unobserved variables called factors. For

example, it is possible that variations in six observed variables mainly reflect the variations in
two unobserved (underlying) variables. Factor analysis searches for such joint variations in

response to unobserved latent variables. The observed variables are modelled as linear

combinations of the potential factors, plus "error" terms. Factor analysis aims to find

independent latent variables.

KMO and Bartlett’s Test

Kaiser-Meyer-Olkin Measure of sampling Adequacy. .650

Bartlett’s Test of Approx. Chi-Sqaure 339.402

Shericity df 120

Sig. .000

TABLE: 3.6

The Kaiser-Meyer Olkin (KMO) and Bartlett's Test measure of sampling adequacy was used to

examine the appropriateness of Factor Analysis. The approximate of Chi-square is 339.402 with

190 degrees of freedom, which is significant at 0.000 Level of significance. The KMO statistic

of 0.650 is also large (greater than 0.50). Hence Factor Analysis is considered as an appropriate

technique for further analysis of the data.

 Identification of the Core Factors

The Rotated Factor Matrix represents the rotated factor loadings, which are the correlations

between the variables and the factors. The factor column represents the rotated factors that have

been extracted out of the total factor. These are the core factors, which have been used as the final

factor after data reduction. According to the grouping of the factors, each group of factors is named

which will represent the grouped factor and represent the factors.

Total Variance Explained

Componen Initial Eigenvalues Extraction Sums of Squared Rotation Sums of Squared
t Loadings Loadings
Total % of Cumulative Tota % of Cumulative Tota % of Cumulative
Variance % l Variance % l Variance %
1 4.071 25.446 25.446 4.07 25.446 25.446 3.24 20.264 20.264
2 1.951 12.196 37.642 1 12.196 37.642 2 11.623 31.887
3 1.721 10.754 48.396 1.95 10.754 48.396 1.86 11.075 42.961
4 1.377 8.606 57.002 1 8.606 57.002 0 10.842 53.803
5 1.107 6.918 63.920 1.72 6.918 63.920 1.77 10.117 63.920
6 .917 5.729 69.650 1 2
7 .824 5.153 74.802 1.37 1.73
8 .790 4.939 79.741 7 5
9 .698 4.365 84.107 1.10 1.61
10 .574 3.589 87.696 7 9
11 .548 3.424 91.120
12 .408 2.549 93.668
13 .359 2.244 95.912
14 .234 1.459 97.371
15 .213 1.333 98.704
16 .207 1.296 100.000

TABLE: 3.7
The initial components are the numbers of the variables used in the Factor Analysis. However,

not all the 16 variables will be retained. In the present research only the 5 factors will be

extracted by combining the relevant variables. The percentage of variance represents the percent

of total variance accounted by each factor and the cumulative percentage gives the cumulative

percentage of variance account by the present and the preceding factors. In the present research

the first 5 factors explain 63.92 % of variance.

FIG: 3.4
The scree plot graphs the Eigen value against each factor. We can see from the graph that after

factor 5 there is a sharp change in the curvature of the scree plot. This shows that after factor 5 the

total variance accounts for smaller and smaller amounts.

Identification of the Core Factors

The Rotated Factor Matrix represents the rotated factor loadings, which are the correlations

between the variables and the factors. The factor column represents the rotated factors that have

been extracted out of the total factor. These are the core factors, which have been used as the final

factor after data reduction. According to the grouping of the factors, each group of factors is named

which will represent the grouped factor and represent the factors.

Rotated Component Matrix

Component

1 2 3 4 5

S1_Premium -.761

S2_Freight .599

S3_Cosmetics

S4_Fragnances .687

S5_Herbals .745

S6_Pharmaceutials .626

S7_Hair accessories .665

S8_Kitchen tools
S9_Nonstock ware .816

S10_Bags .872

S11_Formals .761

S12_Casuals .513

S13_Accessories .550

S14_Detergents .503

S15_Ready to eat .873

S16_Electric gadgets .893

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.

a.Rotation converged in 9 iterations.

TABLE: 3.8

Factors with their loadings

Factor

Statements Factor Name Components Loading

S-2 claims that are setteled by big bazaar 0.599

S-4 differerent types of products shown 0.687

S-5 the desired education and skilled level 0.745

different or valuable is your product to the

Role of sales
S-7 customers 0.665
persons
 the process and experience includes in sales

S-11 person 0.761

S-15 Quality of the quality includes the product quality 0.873

S-16 product assurance and improvement quality 0.893

S-10 In product variety the branding is matter 0.872

S-12 Variety of product trade mark and brand mark is important 0.513

their only duty is to keep customers mind at

S-6 every step 0.626

they believe in service and value for their

S-9 Service customers 0.816

S-1 preliminary negotiations -0.761

S-13 termination to an offer 0.55

S-14 Offers to display mistake to an offer 0.503

TABLE: 3.9
CHAPTER 4

4
 FINDINGS AND OBSERVATIONS

Findings of the study

1. About 72% of the customers shops on daily basis in Big bazaar which is good for a retail store
to have such number for daily and weekly customers.

2. About 83% of customers mostly shop for Vegetables and fruits for their quality, freshness,
variety and availability.

3. Around 73% of customers shops due to One stop shop feature of the Big bazar store

4. It is interpreted that around 87% of customers prefer to shop when required by them and 13% of
them prefer during sale.

5. Around 95% of the shopping decisions are influenced by advertisement and promotion
activities. Therefore, more advertisement and promotional efforts should be done on continuous
basis.

6. It is interpreted that 94% of customers believes the promotional schemes to be understanding

which indicates about the ideal advertisement effectiveness.

7. It is interpreted that around 67% of respondents rates the store layout as good while 20% rates it as
excellent which shows the layout is appealing to the customers.

8. Around 92% of respondents ensures that there is mostly availability of the stock in Reliance fresh.

9. It is interpreted that around 88% respondents believes the store space to be a free space and only 6%
believes to be a small space.

4
Result of the questionnaire:

1. Out of 70 respondents, 46 visits big bazaar,6 respondents visits Easy Day,17 respondents visits
Reliance Mart followed by 1 respondents who visits Walmart.

2. Out of 70 respondents,1 respondents says it’s strongly disagree,43 respondents agrees,18

respondents strongly agrees , 5 respondents neither agree nor disagree and 3 respondents
disagreed to the fact that whenever they visit a store it results in some kind of exchange facility.

3. Out of 70 respondents,1 respondents says it’s strongly disagree,40 respondents agrees,18

respondents strongly agrees , 10 respondents neither agree nor disagree and 1 respondants disagreed
to the fact that whenever they have a relationship with a retail store or not.

4. Out of 70 respondents, no respondents says it’s strongly disagree,43 respondents agrees,19

respondents strongly agrees, 5 respondents neither agree nor disagree and 3 respondants disagreed to
the fact that the retailer will always remain their first choice.

5. Out of 70 respondents,6 respondents says it’s strongly disagree,43 respondents agrees,7 respondents
strongly agree , 5 respondents neither agree nor disagree and 9 respondents disagreed to the fact that
they recommend this retail store to their friends and family.

6. Out of 70 respondents, no respondents says it’s strongly disagree,9 respondents agrees,37

respondents strongly agrees , 9 respondents neither agree nor disagree and 12 respondents disagreed
to the fact that they preferred retail store benefits to them.

7. Out of 70 respondents, 1 respondent says it’s strongly disagree,39 respondents agrees,19 respondents
strongly agrees , 5 respondents are neither agree nor disagree and 6 respondents disagreed to the fact
that their spending increase while offers.

4
8. Out of 70 respondents, 1 respondents says it’s strongly disagree,43 respondents agrees,8 respondents
strongly agrees , 14 respondents neither agree nor disagree and 13 respondents disagreed to the fact
that they availed offers by the retailed store.

9. Out of 70 respondents, 2 respondents says it’s strongly disagree,36 respondents agreed,14

respondents strongly agreed , 8 respondents neither agree nor disagreed and 10 respondents
disagreed to the fact that they visit every time to the retail store for some purchase.

10. Out of 70 respondents, 2 respondents says it’s strongly disagree,40 respondents agrees,10
respondents strongly agrees , 6 respondents neither agree nor disagree and 12 respondents disagreed
to the fact that they prefer online shopping.

11. Out of 70 respondents, no respondents says it’s strongly disagree,43 respondents agrees,16
respondents strongly agrees , 5 respondents neither agree nor disagree and 6 respondents
disagreed to the fact that they are satisfied with the quality of retail stores.

12. Out of 70 respondents, no respondents says it’s strongly disagree,48respondants agrees,9

respondents strongly agrees , 9 respondents neither agree nor disagree and 4 respondents
disagreed to the fact that they are satisfied with the professional competence.

13. Out of 70 respondents,1 respondents says it’s strongly disagree,42 respondents agrees,12
respondents strongly agrees , 13 respondents are neither agree nor disagree and 2 repondents
disagreed to the fact that are satisfied with the friendly behaviour of big bazaar.

14. Out of 70 respondents,1 respondents says it’s strongly disagree,45 respondents agrees,11
respondents strongly agrees , 10 respondents neither agree nor disagree and 3 repondents
disagreed to the fact that their customer handling is good.

15. Out of 70 respondents, 22 respondents Often, 35 respondents says it’s sometimes,13 respondents
rare, 5 to the fact that they are satisfied with professional competence of preferred retailer.

4
Limitations of the study:

1. This kind of survey is useful in a short run period as the customers generally answer
the questionnaire taking the current scenario and not the future prospective.

2. The survey conducted was time consuming as the sample size was 76 and it was not easy to get
the data in one row. It required a lot of time.

3. The biased results also fluctuated the study a lot as the some of the respondents were not taking
keen interest in answering the questionnaire, they were a little biased.

4. Sometimes there responses may not match with their performances as what they say in the
questionnaire may not always match with their real life experiences. Therefore, the quality or
reliability of the information provided by such surveys is very poor.

5. The respondents were not taking proper interests in giving the feedback. Different age groups of
people were there in the study and not a particular group was targeted.

6. The study was conducted only in particular areas i.e. Noida and New Delhi whereas Big Bazaar is
across the country and other people may have other views regarding the services provided by the
Big Bazaar team and the customer satisfaction level.

Suggestions and scope of the study:

1. More promotion scheme should be used to penetrate the market.

2. Skilled employees should be higher because mostly customers are educated

3. Promotion scheme should in such way that customer can understand easily.

4. Service of store should be providing in such way which fulfill the need of the customer.

5. The store staff should be trained adequately so as to convince the potential buyers.

4
6. The company has to concentrate more on the customers of age group 25-35 years to enhance the
sales.

7. Big bazaar should provide more offers and discounts to attract new customers.

8. The company should go with TV-ads and newspaper in order to reach customers.

9. The displays are needed to be changed daily and a bit during weekends as heavy crowd comes in

to big bazaar during those days.

10. Cash counter and credit card payment counter should be placed differently in order to reduce

the rush and save the customer’s time

4
CHAPTER 5

5
RECOMMENDATIONS

 A product becomes a hit when the customer is aware about the product. The prominent tool to
increase awareness of product is advertising. Big Bazaar should use advertising as a tool to
increase its market share.

 Big Bazaar should promote various new offers to attract new customers.

 They shouldn’t compromise with the quality of the product as quality is the first most priority
of the customers.

 The employees should be given proper training to deal with the customers.

 To increase the share of its loyal customers Big Bazaar should promote coupon system and
should distribute weekly coupons to regular customers.Most of the customers go for on the spot
buying just because of attractive displays. So, proper eye catchy combinations should be
carried out across the stores to attract customers to buy those things.

 The back bone of retail business is good customer services. Customer loyalty can only be
earned by providing satisfactory & excellent services to the customers.

 In Big Bazaar the bond between the employees & managers is very strong & healthy. All the
employees work as a team & perform their duties whole heartedly & in such a manner that
satisfies the customer the most.

 Big Bazaar has a very healthy working environment & follows very good strategies for
employee motivation.

5
 BIBLIOGRAPHY

Book:

Kotler Philips, Marketing Management : Analysis, Planning Implementation and Control 9th Edition

1998, Prentice Hall of India Ltd., New Delhi< ISBN, p-12-18

Ranjit Kumar‟s, Research Methodology: a step-by-step guide for beginners 4th Edition 2014
SAGE Publications India Pvt Ltd, New Delhi

Michael R. Solomon and Tapan Kumar Panda‟s, Consumer Behaviour: Buying ,Having and Being, 13th
Edition, Pearson India Education Services Pvt. Ltd.

Journal:

Acebron, L. B., Mangin, J.-P.L., & Dopico, D. C. (2012). A proposal of the buying model for fresh food

products: The case of fresh mussels. Journal of International Food and Agribusiness Marketing,11(3),75

Kotler and Keller,(2017), Marketing Management Twelfth edition,New Jersey: Pearson Prentice

HallKotler and Keller,(2018), Marketing Management Fourteen thedition New Jersey: Pearson Prentice

Hall

Lancaster, (2015) “Retail Competition and Consumer Choice, 20010-2016”

Lee (2014), An Application of a Five-Stage Consumer Behaviour Decision Making Model: An

Exploratory Study of Chinese Purchasing of Imported Health Food Neal, C., Questel, P. and Pettigrew,

S. (2013) “Consumer Behaviour: Implications for Marketing Strategy” (5th edition) Berkshire:

McGraw-Hill

5
Schiffman, L., Hansen H. and Kanuk L. (2018) “Consumer Behaviour: A European Outlook”,

London: Pearson Education

Variawa (2019), Buying behaviour and decision-making criteria of Base of the Pyramid cons umers: the

influence of packaging on fast moving consumer goods customers brand experience.

Website:

www.wikipedia.com

www.indiatoday.com

www.bigbazaar.com

www.fituregroup.in

5
 ANNEXURE

QUESTIONNAIRE

Dear Respondent,

I am a Kunal Aggarwal student of BBA 3rd Year, Maharaja Agrasen Institute of Management Studies. I

am currently conducting a study on Consumer Buying Behaviour towards Big Bazaar. Would it be

convenient for you to fill this form for us?

Thank You

Email address:
Name:

Age:

Gender:

❏ Male

❏ Female

Q1. Which retail store do you prefer the most?

❏ Big Bazaar

❏ Reliance Mart

❏ Walmart

❏ Easy Day

5
Q2. Do you prefer retailer facilitates with return and exchange facility.

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

Q3. Do you continue your relationship with the preferred retail store?

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

Q4. Does your preferred retailer will always remain your first choice.

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

5
Q5. Do you recommend your preferred retailer to your friend and family?

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

Q6. Do you feel offers by preferred retail stores benefit all the segments of customers.

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

Q7. Does a festive offer increase your average spending at the preferred retail store?

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

5
Q8. Do you avail all the offers preferred by retailers?

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

Q9. Does your every visit to the preferred retailer results in some kind of purchasing.

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

Q10. Does online shopping affect your shopping from stores?

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

5
Q11. Do you satisfied with the service quality of preferred retail store

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

Q12. Are you satisfied with professional competence of preferred retailer

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

Q13. Are you satisfied with the friendly staff of preferred retail stores?

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

Q14. Does preferred retailers staff offer excellent service expertise and query handling.

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

Q15. Do store hours are convenient for your shopping.

❏ Strongly agree

❏ Agree

❏ Disagree

❏ Strongly Disagree

❏ Neither agree nor disagree

Q16. Do you compare prices offered by local area markets shops with preferred stores.

❏ Sometimes

❏ Rare

❏ Often