Vijaya Project

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 topicr 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 occursr 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 obtainingr
analyzing and interpreting the data for actionable decision making in customer perception towards
an organization ( Alice bazaar in my study )
The basic objective of this study is to analyze the customer perception towards Alice bazaar
in Thiruninravurr Thiruvallur district Tamilnadu . Research was carried out for Thiruninravur
customers who were main targets for this study. Customers were asked about their perception
towards Aline bazaar
CHAPTERS TOPIC PAGE NO
 INTRODUCTION
 NEED & IMPORTANCE
 OBJECTIVES
 RESEARCH
CHAPTER 1 METHODOLOGY
 SCOPE AND PERIOD OF
STUDY
 LIMITATIONS
CHAPTER 2  REVIEWOF LITERATURE 23 – 31
 INDUSTRY PROFILE
CHAPTER 3 33 – 47
 COMPANY PROFILE
 DATA ANALYSIS &

CHAPTER 4 49 – 76
INTERPRETATION
 FINDINGS 78 - 80
CHAPTER 5
 SUGGESTIONS
 QUESTIONNAIRE
CHAPTER 1
 INTRODUCTION
 NEED & IMPORTENCE
 OBJECTIVES
 RESEARCH METHODOLOGY
 SCOPE OF THE STUDY

INTRODUCTION:
Marketing is the moving and exciting activity in everybody activities. The sellersr
distributorsr advertising agenciesr consultantsr transportersr financersr store agencies and
every one as a counter are part of the marketing system. Any exchange process be it
consumerr goodsr intermediary goodsr services of ideasr 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 worldr 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 globalr
technologicalr 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 satisfyingr 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 resultr that isr 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 creatingr 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 affluencer largely giving consumers the opportunity to choose among many
varied alternativesr 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. Howeverr we all have different tastesr likesr dislikesr 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 (timer money and effort) on consumption related
items. It includes the study of “What they buy”r ”Why they buy”r “When they buy it”r
“Where they buy it”r “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 acquisitionr consumption and
disposition of productsr servicesr 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 forr purchasingr usingr
evaluating and disposing of products and services that they expect will satisfy their
needs.
4. The process and activities people engage in when searching forr selectingr
purchasingr usingr evaluatingr and disposing of products and services so as to satisfy
their needs and desires.
5. The activities directly involved in obtainingr consumingr and disposing of products and
servicesrincluding the decision processes that precede and follow these actions.
1. The American Marketing Association (AMA) defines consumer behavior as “The dynamic
interaction of cognitionr behavior & environmental events by which human beings conduct
the exchange aspect of their live
A MODEL OF CONSUMER BEHAVIOR :
Consumer behavior is helpful in understanding the purchase Behavior and preferences

of different consumers. As consumersr we differ in terms of sex ager educationr occupationr
incomer Family setupr religionr nationality and social status. Because of this different
background factorsr have different needs and we have only buy those products and servicesr
which we thinkr will satisfy our needs.
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 productr promotionr 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 purchasingr usingr 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 (timer moneyr effort) on consumption related
items. It includes the study of “what they buy”r “why they buy”r “when they buy”r “where
they buy”r “how often they buy” and “how they use”.
Marketing Other stimuli

stimuli
Characteristics Decision
Product Economic Process
Problem
Price Cultural Technological
recognition
Place Political
Social Information
Promotion cultural
Personal Search
Psychologic Evaluation Consumer
al Decision post Decisions
Purchase
Behavior.
Product
ultural
Factors
Social
Factors
Culture
Reference Personal
Factors
CULTURAL FACTORS :
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 Valuesr interest
and behavior and social classes includes upper classr 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 personr belongs and interacts.
PERSONAL FACTORS : A consumer decision also influenced by personal characteristics

notably the buyers age & life cycle stager occupationr economic circumstancesr life style and
personality and self concept.
PSYCHOLOGICAL :
MOTIVATION : A person has many needs at any given time. Some needs are biogenic.
They arise from psychological states of tension such as hungerr tryst and discomfort
PERCEPTION : Perception is defined ass “the process by which an individual selectsr

organizesr interceptsr informationr 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 changingr 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 Alice Bazaar.
 To assess the behavior level of different type of customers shopping at Alice 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 Alice Bazaar.
 To find out how the consumers spent their incomesr time on the purchasing of the
products.
RESEARCH METHODOLOG
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
informationr 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 saaembledr 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 thingsr concepts or symbols for the purpose of generalizing
to extendr correct or verify knowledger whether that knowledge aids in construction of theory
or in the practice of an art”.
TYPES OF RESEARCH
1. Exploratory Researchr
2. Descriptive Research.
EXPLORATORY RESEARCH :
Exploratory research studies are also termed as formulate research studies. The main purpose of
such studies in that of formulating a problem for more precise investigation or of developing the
working hypothesis forms an operational point of view.
DESCRIPTIVE RESEARCH :
Diagnostic Research studies determine the frequency with something occurs or its
association with something else.
In this projectr information pertaining to customer needs satisfaction and their

demographic profile was collected; hence it is a descriptive research.
PRIMARY DATA :
Meaning: Primary sources of data are the data which
needs the personal efforts of collect it and which are not readily available.
Primary source of data are the other type of source through which the data was
collected.
FOLLOWING ARE FEW WAYS IN THE DATA WAS COLLECTED
1. QUESTIONNARIES : It is the set of questions on a sheet of paper was being given to the of fill
itr bases on which the data was interpreted
2. DIRECT INTERVIEWING : Direct interviewing involved the process where I asked the
questions directly to the customers and I got the feedback.
SECONDARY DATA :
Secondary sources are the other important sources through which the data was collected.
These are the readily available sources of the data where one had need not put much effort to
collectedr because it is already been collected and part in an elderly manner by some
researcherr experts and special.
THE SECONDARY SOURCES HELPFUL FOR THE STUDY WERE
1) Text books like marketing management research
methodology Advertisement and sales promotion etc.
2) Internet was made use for the collection of the data.
3) News papers were also referred.
4) Business magazines were referred.

SAMPLE SIZE :
By using judgment random sampling technique 100 respondents are selected for the purpose
of the study.
PERIOD OF STUDY :
The study is undertaken in the duration of 34 days.
RESEARCH APPROCH :
The survey method was adopted for collected the primary data. Survey research
is systematic gathering of data from respondent through questionnaire.
RESEARCH INSTRUMENT :
The data for this research study was collected by survey technic using interview method guided
by questionnaire.
COLLECTION OF DATA :
Questionnaire and personal interviews are the methods that I have used for collecting the
data
SCOPE OF THE STUDY
Alice Bazaar as seven branches in Tamilnadu. My scope is limitation to one Branch

(THIRUNINRAVUR). The scope of the study is to identify the consumer behavior
towards Alice Bazaar. It is aimed at enlightening the company about different steps to be
taken up to increase the share of Alice 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 tamilnadu and only
confined in studying about the consumer behavior towads Alice Bazaar.
LIMITATIONS :
 Time has been a major constraint throughout the study as it has been only for duration
of 10 days.
 As this survey was restricted to Thiruninravur this cannot be stated as an in depth

research on this subject.
 Enough care is taken in formulating the questionnairer still some errors may creep
 The consumer behavior varies according to different products.
 Quality verses price was not taken into the consideration.
 The project is based on the interview methodology by a stured questionnaire and the
jpersonal skills of the person undertaking the project affect the results.
CHAPTER 2
REVIEW OF LITERATURE
REVIEW OF LITARATURE / CONSUMER BEHAVIOUR :
WHAT IS CONSUMER BEHAVIOR ?
Activities people involved in when selectingr purchasingr and using products so as to satisfy
needs and desires. Consumer behavior involves the psychological process that consumers
go through in recognizing needsr finding ways to solve these needsr making purchase decision
(e.g.r whether or not to purchase a product andr if sor which brand and where)r interpret
informationr make plansr and implement these plans (e.g.r by engaging in comparison shopping
or actually purchasing a products).
SOURCES OF INFLUENNCE OF THE CONSUMER :

The consumer faces numerous of influence. Oftenr we take cultural influences for
grantedr but they are significant. An American will usually not bargain with a storeowner.
Thisr howeverr 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 exampler 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-oftenr
consumers seek to imitate others whom they Admirer and may buy the same brandsr
the social environment can include both the mainstream culture (e.g.r Americans are more
likely to have corn flakes/ham and eggs for brake past than to have ricer which is preferred in
many Asian countries) and a sub culture (e.g.r 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. Finallyr consumer
behavior is influences by learning – you try a hamburger and learn that it satisfies your hunger
and tastes goodr and the next time you are hungryr you may consider another hamburge
DECISION – MAKING INVOLVE SEVERAL STEPS
1.
5.
4 3
Problem recognition – you realize that something is not as it should be. Perhapsr for exampler
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 carr buy a used carr
take your car in for repairr ride the busr ride a taxir or ride a skateboard to work.
A customer can obtain information from several sources:
Personal sources: familyr friendsr neighbors etc.
Commercial sources: advertisingr sales forces retailersr
dealersr Packagingr point-of sale displays.
Public sources: news papersr radior televisionr consumer
organizationsr special magazines.
Experimental sources: handlingr examiningr using the
product Internal and external search for information to
make a decision
Internal search: Scan memory.
External search: shoppingr personal sourcesr public mediar
Advertisements
Evaluation of alternatives: A skateboard is inexpensiver but may be ill-suited for long

distances and for rainy days.
Purchase stager and sometimes a post-purchase stage (e.g.r you return a product to the
store because you did not find it satisfactory)r in realityr people may go back and fourth
between the stages. For exampler 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 brach to buy ?
Which to buy it ? And
When to buy
Noter howeverr that the role of the decision maker is separate from that of the purchaser. the point
of view of the marketerr this introduces some problems since the purchaser. can decision maker. Also
note that the distinction between ther purchaser and decision maker be somewhat blurred the decision
maker may have to make a substitution if the desired brand is not in stockr the purchaser may disregard
institutions (by error or deliberately).
BUYER BEHAVIOR – CUTURAL FACTORS :
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 ovensr 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 nationalitiesr religionsr racial groupsr 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 BEHAVIOR – SOCIAL FACTORS:

INTRODUCTION : : A customer’s buying behavior is also influenced by social factorr such as the
group to which the customer belongs and social status. In a groupr 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)
REULTILIZED RESPONSE BEHAVIOR ( RRB )
The various purchase influence factors are as follows:
Social culture
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 culturer subculturer and social class.
CULUTURE : The set of basic valuesr perceptionsr wantsr and behaviours learned by a member
of society from family and other important institutionsr
SOCIAL FACTORS : A group of people with shared value systems based on common life experiences
and situations
GROUPS : Two or more people who interact or accomplish individual or mutual goals.
FAMILY : A family is a domestic group of peopler or a number of domestic groups linked through
descent (demonstrated or stipulated) from blood relationr marriage or adoption.
ROLES AND STATUS : A person belongs to many groups- familyr clubsr organisations. The
person’s position in each group can be defined in terms of both role and status.
PERSONAL FACTORS : A buyer’s decisions also are influenced by personal characteristics such
as the buyer’s age and life cycle stager Occupationr economic situationr lifestyler and personality and
self-concept.
AGE AND LIFE – CYCLE STAGE : People change the goods and services they buy over their
lifetimes. Tastes and preferences changes as lift-cycle goes.
PERCONALLITY AND SELF CONCEPT A person’s distinguishing psychological characteristics
that lead to relatively consisting and lasting responses to his or her own environment
PSYCHOLOGICAL FACTORS A person’s buying choices are further influenced by four major
psychological factors: motivationr perceptionr learningr and attitudes.
MOTIVATION A need that is sufficiently pressing to direct the person to seek satisfaction of
the need.
PERCEPTION The process by which people selectr organizer and interpret information to form a
meaningful picture of the world.
LEARNING Changes in an individual’s behavior arise from experience

BELIEFS AND ATTITUDES
A descriptive thought that a person holds about something is his/her belief. A person’s
consistently favorable or in favourable evaluationsr feelingr and tendencies toward and object
or idea is attitude.
The common tools used to conduct data analysis range from simple cross tabulations
and segmentation analysis to more sophisticated statistical methods such as multivariate and
logistic regression discriminates analysis and cluster analysis. In the last few yearsr
optimization tools and machine learning algorithms such as neural networks and genetic
algorithms have also been used to perform advanced data analysis.
The study of consumers helps firms and organizations imjprove their marketing strategies by
understanding issues such as
 The psychology of how consumers thinkr feelr rasonr and select between different
alternatives (e.g.r brandsr products);
 The psychology of how the consumer is influenced by his or her environment (e.g.r
culturer familyr signsr media);
 The behavior of consumers while shopping or making other marketing decisions;
Limitations in consumer knowledge or information processing abilities influence decisions

and marketing outcome;
How consumer motivation and decision strategies differ between products that differ
in their level of importance or interest that they entail for th consumer; and How marketers
can adapt and improve their marketing campaigns and marketing strategies to more effectively
reach the consumer.
Understanding these issues helps us adapt our strategies by taking the consumer into
consideration. For exampler by understanding that a number of different messages compete
for our potential customers’ attentionr we learn that to be effectiver advertisements must
usually be repeated extensively. We also learn that consumers will sometimes be persuaded
more by logical argumentsr but at other times will be persuaded more by emotional or
symbolic appeals. By understanding the consumerr we will be able to make a more informed
decision as to which strategy to employ.
• Behavior occurs either for the individualr or in the context of a group(e.g.r friends influence what
kinds of cloothes a person wears) or an organization (people on the job make decisions as to
which products the firm should use).
• Consumer behavior involves the use and disposal of products as well as the study of how they are
purchased. Product use is often of great interest to
the marketerr because this may influence how a product is best positioned or how
we can encourage increased consumption. Since many environmental problems result
from product disposal (e.g.r motor oil being sent into sewage systems to save the
recycling feer or garbage piling up at landfills) this is also an area of interest.
• Consumer behavior involves services and ideas as well as tangible products.
• The impact of consumer behavior on society is also of relevance.

CHAPTER-3
INDUSTRY PROFILE
COMPANY PROFILE
INDUSTRY PROFILE
Retail industry largest industryr 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 marketr
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 Alice is promising; the market is growingr 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 decader private final consumption expenditure has been the key driver of
economic
GROWTH
DOMESTIC
PRODUCT
$973BILLION
GOVERTMENT PRIVATE FINAL CAPITAL FORMATION
SPENDING $108 CONSUMPTION
BILLION EXPENDITURE 5273 BILLION (29%)
CONSUMPTION SPENDING
UTILITY PAYMENT FEUL
TRANSPORTATION ELECTRICITY $350 BILLION
WATER COMMUNICATION
EXPENDITURE ON MEDICAL
EDUCTION $2426 BILLION
The $ 350 billion consumption spending provides the single biggest business opportunities in India
and is divided into sare key categories led by foodr fashion and home products
FASHION
ACCESSROIES 5.5 %
FASHING $2256 CONSUMER
ACCESSORIES.5.5% DURABLE 4%
$146
FASHING
ACCESSORIES.5.5%
$2256
FURNITURE 3.4%
FASHING $126
ACCESSORIES $2256
FASHING
ACCESSORIES.5.5%
$2256 FASHING
ACCESSORIES
FASHING $2256
ACCESSORIES.5.5% FASHING
$2256 ACCESORIES5.5%
$2256
COMPANY PROFILE
Alice Retail (India) Limited is leading retailer that operates multiple retail formats in
both the value and lifestyle segment of the Indian consumer market. Headquartered in
Chennair the company operates over 12 million square feet of retailr has over 10 stores
across 27 cities in India and employs over 30r00 people.
The company’s leading formats include Alicer a chain of fashion outletsr Alice
Bazaarr a uniquely Indian hypermarket chainr Alice Bazaarr a supermarket chainr blends the
lookr touch and feel of Alice bazaars with aspects of modern retail choicer convenience and
quality and centralr a chain of seamless destination malls. Some of its formats include brand
factoryr blue skyr all top 10 stars and sitara. The company also operates an online portalr
alicefamilybazaar.com.
A subsidiary companyr Home solutions Retail (India)limitedr operate Home Townr a

large – format home solutions storer collection Ir selling home furniture products and e-zone
focused on catering to the consumer electronics segment
THE FUTURE GROUP AS GIVEN BY THE GENERAL MANAGER

“Alice family Bazaar.com is owned and operated by Alice Family Bazaar India Ltd.
(AFBIL).
AFBIL is a part of the Alice Groupr India’s largest retain conglomerate. FBIL is the e-
commerce arm of the Alice Group. The company was incorporated in 2006 and began business
in 2007.
As part of India’s largest retail chainr we enjoy the benefits of buying in bulk for the entire
group. Out am is to get you a gret range of products at great prices.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 20r000 products.
• Delivery across more than 50 cities and towns in India covering around 6r000 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 guaranteer which most of the
other online shopping sites offer.
• Aggressive prices :- AlicefamilyBazaar.com has the benefit of leveraging the sourcing network
of the Alice Group’s retail chains. This sourcing network straddles a wide range of
product requirementsr thus being able to offer us economies of scale thereby – unbelievable
prices to it’s customers.
• Unmatched selection ofproducts an Brands:
We have more than 20r000 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 countryr
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 mobilesr electronicsr laptopsr
MP3 playersr T-shirtsr Gift Vouchers and so on.
SEAMLESS END-TO-END LOGISTICS SOLUTION:-

We pride ourselves in having built an end-to-end logistics solutionr right from stockingr
dispatchingr and delivery confirmation up to post-sales support. Our back-end infrastructure enables us
to service around 5r000 pin codes across India.
DEDICATED CUSTOMER CARE FOR ONLINE CUSTOMERS AS WELL AS CORPROATE

CLIENTS-
We have a dedicated team straddling client servicingr sourcingr logistics and
customer service for all end consumer
OUR BRAND ASSOCIATION “-
Most importantly out parentage & association with humungous retail brands like Alice Bazaarr
Central and many morer lends tremendous amount of trust jj& credibility to our end consumers.”
ABOUT ALICE GROUP
Alice Groupr led by its founder and Group CEOr Mr.Benjaminr is one of
India’s leading business houses with multiple business spanning across the consumption
space. While retai forms the core business activity of Alice Groupr group subsidiaries are
present in consumer financer capitalr insurancer leisure and entertainmentr brand
developmentr retailr real estate developmentr retail media and logistics.
Alice Group believes in developing strong insights on Indian consumers and

building businesses based on Indian ideasr as espoused in the group’s core value of
‘Indian ness’. The groups corporate credo isr ‘Rewrite rulesr Retain values’ More about
Alice Group.
THE ALICEF FAMILY AZAAR . COM “ PROMISE AS GIVE BY THE GENERAL

MANAGER :
MANUFACTURES “S WARRANTIES ON ALL PRODUCTS

Alice family Bazaar sells only original products from authorized dealers; so all
applicable products carry the original manufacturer’s warranty. Customers can visit any of the
authorized service centers of the manufacturer if required. The invoice accompanying the
product is your warranty documentr so please preserve it.
Alicefamily bazaar guarantees to deliver the exact product you selectedr without
defects. In case you have received a different productr or if the product was damaged in transitr
please let us know and we will ensure that we replace the product or ensure that your money is
refunded. Please note that delivery times vary according to products to products 95%of our
deliveries take place with in the committed time period. For the occasional delaysr we wil contact
you and update you about the status.
Alicefamily bazaar guarantees to deliver the exact product you selectedr without
defects. In case you have received a different productr or if the product was damaged in transitr
please let us know and we will ensure that we replace the product or ensure that your money is
refunded. Please note that delivery times vary according to products to products 95%of our
deliveries take place with in the committed time period. For the occasional delaysr we wil contact
you and update you about the status.
We also have a Risk Management team that scrutinizes all payments to ensure that
there are no fraudulent transactions. Our office address is also available for anyone who
wishes to contact us in person. moreoverr being part of India’s largest retail company with
a presence all over Indiar we are omnipresent.
If you have purchased something at AlicefamilyBazaar.com ad the product did

not meet your expectations or does not fit your needsr then you can return the product to
usr no questions askedr as long as it is in its original packaging and accompanied by its
invoice. Just contact our Customer Care and we’ll arrange to pick up the product from
your home – simple.
Our Customer Care is manned by dedicated personnelr who can take
decisions and resolve your problems. They are empowered to solve your problems and
are aware of the processes and means to handle them. In case they cannot solve the
problem at their endr they will trigger the required action on your half or advise you the
best possible method to a successful fulfillment of all your queries/issues. Be assured that
when you call usr your call is being taken seriously.
Indian ness: Confidence in ourselves.
o Leadership: To be a leaderr both in thought and business
o Respect & Humility: To respect every individual and be humble in our conduct.
o Introspection: Leading to purposeful thinking.
o Openness: To be open and receptive to new ideasr knowledge and

information
Valuing and Nurturing Relationships: To build long term relationships
o Simplicity & positivity: Simplicity and positivity in our thoughtr business and
action.
Adaptability: To be flexible and adaptabler to meet challenges.
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. We will be the trendsetters in evolving delivery formatsr creating retail
realtyr making consumption affordable for all customer segment.
We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficientr cost – conscious and committed to quality in whatever we do.
We shall ensure that our positive attituder sincerityr humilityand united

determination shall be the driving force to make us successful.
Sone Ki Chidiya
When the Mughals first came to India they were drawn by the lure of her fabulous
wealth – India was known as the “Sone Ki Chidiya”r literally –“ “The Golden Bird”.
According to economic historian Angus Maddison in his book the World Economy:
A Millennial Perspectiver India had the world’s largest economy in the 1 st century and 11 th
century r with a 33% share of world GDP in the 1 st century and 29% in 1000 CE. During
1700 ADr Mughal erar India’s share was 24%r more than the whole of Western Europe. It
came down to 3.8% in 1950s. paul Kennedyr in this highly regardd bookr The Rise and Fall of
the Great Powers: Economic Change and Military conflict from 1500 to 2000 estimates that in
1750.
India’s share o the world trade was nearly 25 percent. It came down to 0.5% in the 1960s
and now stands at around 1..5%.
The Indian economy is once again at the centre of the global attention. As domestic
consumption drives economic growth in Indiar Future Group hopes to play a pivotal role in back the
Sone Ki Chidiya.
ALICE VENTURES:-
Alice Venturesr seeks to promote and participate in innovative and emerging business
ventures in India. The company intends to play a role in powering entrepreneurshipr by
promoting or participating in diverse business activitiesr primarily in “consumption-led”
sectors in the countryr which it defines as sectors whose growth and development will be
determined primarily by the growing purchasing power of Indian consumers and their
changing tastesr lifestyle and spending habits.
The company will also participate in businesses where it exercises control or influencer and
can add value as active shareholdersr by utilizing the experience and knowledge of the Alice
Group.
The hypermarket began retailing products from big boys Nestle (Get Quote)r
Unilever and Procter & Gamble at consumer discounts of 20-30 percentr loweer than even
Benjamin his Alice Bazaar Stores.
Instead of chewing his nailsr Alice bazaar turmed confrontationistr asking why the
multinationals were offering Shoprite better pricesr even withdrawing Nestle products from
his stores when the company did not respond.
Two days later the Nestle products were backr but not before the company had
clarified its stance. Says Alice bazaarr “shoprite is involved in predatory pricing. There are
rules against this in every part of the world.”
But as a result of his tough stancer the three MNC’s have asked Shoprite to roll back
the offers or face withdrawal of suppliesr he says.
and he was proved right when the Mogappair Alice store became a raging success and alice
stepped on to the turf as a super retailer.
Other professionals have wondered where Alice bazaar picked up the tricks of the
retailing trade. Some has learned from his own mistakesr he admits. Others he picked up from
the big boys of international retail.
“I read every book on Sam Waltonr Macy’sr Marks & Spencer and management
gurus like Tom Peters whose book ‘Reimagine’ impressed me.” Even now he reads a
management book every fortnight – Stephen Coveyr Robert Kaplanor James Collins.
But unusual as it might seemr he also made it a point to stay away from these stores.
The reason: “by going to a Wal-Mart or a Macy’sr you could get overwhelmed into thinking
that was the best model and stop learningr” he says.
Mr. COPILISHNAN, WHOLE TIME DIRECTOR
Gopikishan is a commerce graduate and has more than twenty years of
experience in the textile business.
Mr. RAKESH, WHOLE TIME DIRECTOR
Rakish is a commerce graduate and has been actively involved in category

managementr retail stores operationsr IT and exports. He has been instrumental in the
implementation of the various new retail formats.
Mr. VIJAY KUMAR CHOPRA, INDEPENDENT DIRECTORE
V.K Chopra is a fellow member of The Institute of chartered Accountants of India

(ICAI) by profession and is a certified Associate of Indian Institute of Bankers (CAIIB). His
banking career spans over 31 years and he has served senior management position in
Central Bank of Commercer SIDBI Corporation Bank and SEBI.
INTRODUCTION TO ALICE BAZAAR
 A chain of shopping malls in Indian currently with 7 outlets owned by Alice group.
 Alice Bazaar is not just hyper market.
 Provides the best products at the best price.
 Reflects the look and feel of Indian bazaars at their modern outlets.
 Allover Indiar Alice Bazaar attracts a few thousands customers on any regular day.
ALICE BAZAAR LOGO

ALICE BAZAAR - is Nowhere cheaper and better than
TYPE --subsidiary Group of Alice family
FOUNDED – 1985
HEAD QUARTERS – ThiruninravurrThiruvallur districtr Tamilnadu
INDUSTRY – retail
PRODUCTS – department stores
PARENTS – Alice Group

CHAPTER 4
 DATA ANALYSIS
 INTERPRETATIONS
CONSUMER BEHAVIOR QUESTIONAIRE
Ql. How do you come to know about Alice 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
82
INTERPRETATION:
From the above study 80% of respondents from Advertisementr 12% of respondents from
Colleagues and 4% of respondents from Friends/Relatives Remaining 4% of respondents from
others.
Q2. How frequently do you visit Alice 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 12I 12

Total 100 100
43
45 %
%
40
%
30
%
30
%
No. of respondents
20 15%
%
15% 12%
10
%
5
%
Once in a week Twice in a week Once in every 15 days Once in a month
INTERPRETATION:
From the above table we can conclude that the major numbers of respondent’s of 71%
personal
Ho= There is relation between visits and goods bought in Alice Bazaar.
Ha = There is relation between no. of visits and goods bought in Alice Bazaar
CLOTH ELECTRONI FURNITUR OTHER

FOOD
ITEMS ES CS E S
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
Alice Bazaar and the goods bought.
Q3. WHAT IS THE MAIN PURPOSE OF PURCHASE?
PARTICULARS NO.OF PERCENTAGE (%)

RESPONDENTS
Personal usage/consumption 71 71
To Gift 19 19
Any other pl. Specify 10 10
Total 100 100
.
71%
80
%
70
% 19%
10
60% %
50 No. of respondents
% Personal usage/consumption To Gift Any other
INTREPRETATION :
From the above study 25% of respondents from Food itemsr 33% of respondents from Clothes and 14%
of respondents from Electronics 18% of respondents from furniture and 10% others
Q4. WHICH CATEGORY OF PRODUCTS DO YOU BUY MOST AT ALICE BAZAR ?
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

INTERRITATION :
From the above study 25% of respondents from Food itemsr 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
4
% 28
%
Family members
55%
13% Spouse
Friends
Others
INTERPRETATION:
From the above study 28% of respondents from Familyr 13% of respondents from Spouse and 55% of
respondents from Friends and remaining 4% are others.
CHI – SQUARE TEST;
Ho= There is relation between people who accompany and goods bought in Alice Bazaar.
Ha = There is relation between people who accompany and goods bought in Alice 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 1 6 55
3
Others 0 0 2 1 1 04
25 33 1 1 1 100
4 8 0
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
Q6. WHICH BAZAAR YOU LIKE THE MOST IN THE CITY ?
Particulars No. of respondents Percentage (%)

Alice bazaar 72 72
Spencer 15 15
City central 12 12
Smart store 1 1
Total 100 100
INTERPRETATION:
From the survey it is observed the 72% of respondents for Alice Bazaarr 15% of respondents for
Spencerr 12% of respondents for City central and only 1% of respondents are smart store.
Q7. WHAT IS THE REASON BEHIND PURCHASING IN ALICE BAZAAR ?
particulars No. of Respondents Percentage (%)

Goo satisfaction over products 10 10
Reasonable prices 78 78
More offers 12 12
Any others 0 0
total 100 100
.
90
% 78%
80%
70%
60%
50% No. of respondents

10
40% % 12%
0% Good satisfaction
0
More Offers
over products Reasonable prices No. of respondents
Any others
INTERPRECTATION
From the study it is observed that 10% of respondents for Good satisfaction over productsr 78% of
respondents for Reasonable pricesr 12% of respondents for More offers.
Q8, HOW DO YOU RATE THE PRICING OF PRODUCTS AT ALICE BAZAAR ?
PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

Expensive 09 09
Competitive 21 21
Affordable 36 36
Reasonable 34 34
Total 100 100
9
%
34
% 21% Expensive
Competitive
Affordable
Reasonable
36%
INTERPRETATION :
From the above study 09% of respondents from Expensiver 21% of respondents from Competitive and
36% of respondents from Affordable 34% of respondents from Reasonable
CHI-SQUARE TEST :
The about analysis is also analysis with the chi- square test to find the relationship beteen price of
product
In alice bazaar and goods bought this led is as follow
Ho= There is relation between prices of the products in Alice Bazaar and goods bought in Alice Bazaar
. Ha = There is relation between prices of the products in Alice Bazaar and goods bought
Caliculation of χ2 has been presented in the table.

items
Expensive 3 4 1 0 1 09
Competitive 7 5 2 4 3 21
Offerdable 9 13 3 7 4 36
Reasonable 6 11 8 7 2 34
25 33 14 18 10 100
X2 = (f-f1)f1 = 8.7773
(R-1)(S-1) = 12
There fore the probability ‘P’ value is 0.87 that is around 50% of probability correct to the
hypothesis. There fore it is said that there is no dependency between prices of products and
goods bought in big bazaar
Q9. WHAT DO YOU PREFER TO SHOP IN ALICE BAZAAR ?
Particulars No. of respondents Percentage

Convenience of location and timing 21 21
Offers and discounts 36 36
Variety of products 27 27
Total 100 100
Availability of adequate stock 16 16
.
40
% 36%
35%
30 27
INTERPRETATION :
From the above study 16% of respondents from Availability of adequate stockr
21% of respondents from Convenience of location and timingr and 36% of respondents from
offers and discountsr 27% of respondents from variety of products.
CHI-SQUARE TEST :
The above analysis is also analysed with the chi – square test to find the dependency
between preference to stop and goods . this test is as follow
Ho= There is relation between preference to shop and goods bought in Alice Bazaar.
Ha = There is relation between preference to shop and goods bought in Alice Bazaar
Caliculation of χ2 has been presented in the table.

items
Stock available 6 4 1 2 3 30
Convenience 4 9 5 3 0 43
Offer&discounts 10 13 6 2 5 15
Variety prdts 5 7 2 11 2 12
25 33 14 18 10 100
(f-f1)f1 = 21.7921
There fore the probability ‘P’ value is 0.21 that is around 50% of probability correct to the
hypothesis. There fore it is said that there is no dependency between preference to shop and
the goods bought in Big Bazaar.
Q10 . WHAT MORE FACILITY WOULD YOU LIKE TO GET AT ALICE BAZAAR ?
facilities No. of respondents Percentage (%)

Discount card 53 53
Free parking offers 9 9
Lucky draw 20 20
Total 100 100
20 18%
%
9
% Membership card
Discount card
53% Free parking offers
Lucky draw
INTERPRETATION:
From the data specifiedr 18% of customers are interested in membership cardr whereas 9%
are interested in parking offersr 20% are interested in lucky draw but more than half are interested in
discount card i.e.53% by this we can say that most of the customers prefers to having discount cards
at Alice Bazaar.
Q11. HOW OFTEN DO YOU ASK FOR ASSISTANCE FORM STORE STAFF IN SELECTING
YOU PURCHASE ?

Almost always 22 22
Frequently 30 30
Sometimes 40 40
Never 8 8
total 100 100
.
45
% 40
%
40
30
% %
22
35% %
No. of respondents
30%
25% 8
%
20%
Almost always No. of respondents
Frequently
Sometimes
Never
INTERPRETATION:
From the above datar we decide that 22% of the customers take assistance from staff alwaysr
whereas 30% take help frequentlyr 40% have take assistance sometimesr and 8% will not depend
on others.
From the collected datar we can say that the manority of the customers take assistance from the
Q12. HOW IS YOUR OVERALL EXPERIENCE IN ALICE BAZAAR ?

Excellent 63 63
Good 27 27
Poor 10 10
Total 100 100
.
70
% 63%
60%
50%
27 No. of respondents
%
20
%
10
%
0
% Excellent No. of respondents
Good
Poor
INTERPRETATION:
From the above datar we decide that 63%of the customers overall experience in Alice
Bazaar is excellentr 27% of the customers overall experience is Good and only 10% of
customers overall experience is poor. From this we can decide that r the overall customer
satisfaction level is good
Q13. WOULD YOU VISIT ALICE BAZAAR AGAIN ?

Sure 85 85
May be 12 12
Never 3 3
Total 100 100
INTERPRETATION:
From the above table we can conclude that the major numbers of respondents 85% of the respondents
say surer 12% of the respondents say May ber 3% of the respondents say Never.
Q14. DO YOU SUGGEST ANY ONE TO STOP AT ALICE BAZAAR ?

Yes 85 85
No 15 15
Total 100 100
85
90
80
70
yes
60
No
50
40 15
30
20
suggest any one to shop at big bazaar
INTERPRETATION:
From the above table we can conclude that the major numbers of respondents Yesr 85%r which
comprises of 15% of the No.
Q15. HOW DO YOU SUGGEST TO ALICE BAZAAR MANAGEMANT TO MAKING

PRESENT ALICE BAZAAR TO MORE ATTRACTIVE ?

To maintain quality products 45 45
Reasonable prices 25 25
Giving more offers and discounts 25 25
convenience 5 5
Total 100 100
5
%
25
% 45
%
To maintain quality products Reasonable
prices
25 Giving more offers and discounts

%
INTERPRETATION:
From the study it is observed that 45% of respondents for To maintain quality productsr
25% of respondents Reasonable Pricesr 10% of respondents in Every monthr 25% of
respondents for Giving more of offers and discountsr 5% respondents for convenience.
Q17, METION YOUR SATISFACATION LEVEL FOR FOLLING ELEMENT :
1. HIGHLY SATISFIED
2. SATISFIED
3. NEITHER SATISFIED NOR DISSATISFIED
4. DISSATISFIED
5. HIGHLY DISSATIFIED
Eleme 1 2 3 4
nts
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 ( ) ( ) ( ) ( )
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
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied

10 Satisfied
60
INTERPRETATION:
From the above datar we decide that 25% of the customers satisfaction level is highly
satisfied on the basis of location of Alice Bazaarr 10% of the customers satisfaction level is satisfied
on the basis of location of Alice Bazaarr 60% of the customers satisfaction level is neither satisfied
nor dissatisfiedr 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 (%)

Satisfied 50 50
Dissatisfied 10 10
100 100
3 10
10 %
% %
27
% Highly satisfied
50 Satisfied
%
Dissatisfied
INTERPRETATION:
From the data above specifiedr 10% of customers are highly satisfiedr 50% of the
customers are satisfiedr 27% of the customers are neither satisfied nor dissatisfied r
10% of the customers are dissatisfied r 3% of the customers are highly dissatisfied on the
basis of operating time.
3.PARKING FACILITY :

Satisfied 56 56
Dissatisfied 7 7
100 100
56%
60%
50
%
30
30 %
%
Satisfaction level based on Parking facility
20
%
6% 7
%
1%
0
INTERPRETATION:
customers are satisfiedr 6% of the customers are neither satisfied nor dissatisfied r 7%
of the customers are dissatisfied r 1% of the customers are highly dissatisfied on the basis of
parking facility.
6. SPACIOUS SHOP LOOR :

Satisfied 22 22
Dissatisfied 12 12
100 100
40
%
35%
30
%
32 Satisfaction level based on Cleanness of
25 % store
22
% 36% %
12%
20
% 0%
Highly satisfied Satisfied Neither satisfied DissatisfiedHighly dissa tisfied
nor dissatisfied
INTERPRETATION:
Quality of products.
7. QUALITY OF PRODUCTS:

Satisfied 80 80
Dissatisfied 8 8
100 100
90 80
% %
80
%
70
% Satisfaction level based on quality of
products
60%
10% 8
50 2 % 0
%
% Highly satisfied Satisfied Neither satisfied Dissatisfied Highly dissatisfied nor %
dissatisfied
INTERPRETATION:
Quality of products.
8. PROMOTION OFFERS :

Satisfied 60 60
Dissatisfied 2 2
100 100
70
% 60%
60%
50
%
40 Satisfaction level based on Promotion

% 20 18% ofers
20 %
%
2 0
% %
0% Highly satisfied Satisfied Neither satisfied Dissatisfied Highly Dissatisfied
nor dissatisfied
INTERPRETATION:
From the data above specifiedr 20% of customers are highly satisfiedr 60% of the customers are
satisfiedr 18% of the customers are neither satisfied nor dissatisfied r 2% of the customers
are dissatisfied r 0% of the customers are highly dissatisfied on the basis of Promotion Offers.
9.PRICE OF THE PRODUCT :

Satisfied 90 90
Dissatisfied 0 0
100 100
100% 90
%
90
%
80
50
Satisfaction level based on Price of the
% product
40
%
4 3 3
% 0
30 % %
Highly satisfied Satisfied Neither satisfied Dissatisfied Highly Dissatisfied nor
% dissatisfied
INTERPRETATION:
Price of the product.
10.STAFF HELPULNESS :

Satisfied 8 8
Dissatisfied 12 12
100 100
3%
12%
Highly satisfied
Satisfied
25 52 Neither satisfied nor dissatisfied

% %
Dissatisfied
8
%
INTERPRETATION:
From the data above specifiedr 52% of customers are highly satisfiedr 8% of the customers
are satisfiedr 25% of the customers are neither satisfied nor dissatisfied r 12% of the
customers are dissatisfied r 3% of the customers are highly dissatisfied on the basis of staff
helpfulness.
11.FLEXEBILITY IN PAYMENT MODE:

Satisfied 80 80
Dissatisfied 3 3
100 100
7 3 10
% % %
Highly satisfied
Satisfied
80 Neither satisfied nor dissatisfied

%
Dissatisfied
INTERPRETATION:
satisfiedr 7% of the customers are neither satisfied nor dissatisfied r 3% of the customers are dissatisfied
r 0% of the customers are highly dissatisfied on the basis of Flexibility in Payment mode
12. RETURN OF VALUE FOR MONEY :

Satisfied 60 60
Dissatisfied 0 0
100 100
0%
0%
35%
Highly satisfied
Satisfied
60%
Dissatisfied
INTERPRETATION:
satisfiedr 35% of the customers are neither satisfied nor dissatisfied r 0% of the customers
are dissatisfied r 0% of the customers are highly dissatisfied on the basis of Return of Value for
Money.
CHAPTER -5
 FINDING
 SUGGESTION
FROM THE RESPONSES OF 100 CUSTOMER THE FINDINGS CAN BE LIKED AS :
 As per the findingsr all are having the awareness of Alice Bazaar. We can say that
Alice Bazaar have good place in the minds of the customers.
 As per the findings 60% of male customers are come to Alice Bazaar for shopping.
 The customers who were mainly age guoup of 26- 45 years are shopping at Alice Bazaar.
 It has been found that the Majority of the Respondents come to know about the Alice
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 Alice Bazaar.
 As per findingsr Majority of the Respondents are visits Alice Bazaar twice in a week.
By thisr we can say that most of the customers are coming to Alice Bazaar regularly.
 As per findingsr Majority of the Respondents are purchasing for the Purpose of
Personal use/consumption only.
 As per findingsr Majority of the respondents are interested to shopping at Clothes.
 Most of customers are prefer to come to Alice Bazaar with friendsr and customers are
motivates by them at purchase.
 Majority of the respondents are interested to visit Alice Bazaar when compare to other
malls.
 As per the findingsr majority of the customers choose the Alice Bazaar for
availability of products as well as reasonable prices.
 Majority of the customers are rate for affordable pricing in Alice Bazaar.
 As per findingsr most of the customers prefer to shop in Alice Bazaar for offers &
discounts.
 As per findingsr 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 Alice Bazaar.
 As per the findingsr majority of the customers are satisfied with the value of their
money provided by Alice Bazaar.
 As per findingsr overall experience of the respondents is found to be Excellence as

started by 12% of the Respondentsr and Good by 60% of the Respondentsr Very few
rated as poor.
 As per findingsr most of the customer’s opinion is to revisit the Alice Bazaar.
 As per findingsr Majority of the Respondents are recommended to others for shopping
in Alice Bazaar.
 As per findingsr as much as 45% of the Respondents to suggest the Alice Bazaar to
maintain good quality in products.
RECOMMENDATIONS
An attempt has been made to suggest to the Alice 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 TVr
advertisementr 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 buyersr
because his performance on jobs has great impact on sale of a product.
7) Most of the customers belongs to age group of 17-35 years. Sor company has to
concentrate more on those people to enhance the sales.
8) Moreoverr the company has to concentrate more on the customers of age group of 28-
57 years to enhance the sales.
CHAPTER -6
 QUESTIONAIRE
 BIBLIOGRAPHY
(The information furnished by the respondent is strictly for Academic purpose only)
Dear Respondentr as a part of researchr a survey is taken up to study the Consumer Behavior
towards the Alice 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 Alice Bazaar?
a) Advertisement
b) Colleagues references
c) Friends/relatives references
d) Any other specify

Q2) How frequently do you visit Alice 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 Alice bazaar?
a) Food items
b) Clothes
c) Electronics
d) Any other pl. Specify
Q5) You prefer to go in Alice bazaar with
a) Family members
b) Spouse
c) Friends
d) Others
Q6) Which mall you like the most in the city
a) Alice bazaar
b) Spencer
c) City central
d) Smart store
Q7) What is the reason behind purchasing in Alice 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 Alice Bazaar?
a) Expensive
b) Competitive
c) Affordable
d) Reasonable
Q9) Why do you prefer to shop in Alice 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 Alice 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 Alice Bazaar?
a) Excellent
b) Good
c) Poor
Q13) Would you visit Alice Bazaar again?
a) Sure
b) May be
c) Never
Q14) Do you suggest any one to shop at Alice Bazaar?
a) Yes
b) No
Q15) Howr do you suggest to Alice Bazaar management to making present Alice 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 Alice Bazaar
over all functioning
Mention your satisfaction level for following elements
1) Highly satisfied
2) Satisfied
3) Neither satisfied nor dissatisfied
4) Dissatisfied
Eleme 1 2 3 4
nts
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
TEXT BOOKS BIBLIOGRAPHY
Consumer Behavior: Albert J. Dells Bittas
Consumer Behavior: David L. Loudon
Principles of Marketing: Philip Kotler
Marketing Management: Philip Kotler

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ABSTRACT

Research is done to gain familiarity with a phenomenon event / product / service or to

CHAPTER 2  REVIEWOF LITERATURE 23 – 31

 DATA ANALYSIS &

 NEED & IMPORTENCE

 SCOPE OF THE STUDY

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

INTRODUTION TO CONSUMER BEHAVIOR :

Consumer behavior is helpful in understanding the purchase Behavior and preferences

Marketing Other stimuli

SUBCULTURE: social classes are relatively homogeneous and enduring divisions in a

PERSONAL FACTORS : A consumer decision also influenced by personal characteristics

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

NEED FOR THE STUDY :

OBJECTIVES OF THE STUDY :

REASONS FOR WIDE USE OF THIS METHOD:

 It is the only method of directly measuring attitudes and motivations.

 It is quite flexible in terms of the types of data to be saaembledr the method of

In this projectr information pertaining to customer needs satisfaction and their

FOLLOWING ARE FEW WAYS IN THE DATA WAS COLLECTED

THE SECONDARY SOURCES HELPFUL FOR THE STUDY WERE

1) Text books like marketing management research

methodology Advertisement and sales promotion etc.

2) Internet was made use for the collection of the data.

3) News papers were also referred.

4) Business magazines were referred.

SCOPE OF THE STUDY

Alice Bazaar as seven branches in Tamilnadu. My scope is limitation to one Branch

 As this survey was restricted to Thiruninravur this cannot be stated as an in depth

 The consumer behavior varies according to different products.

 Quality verses price was not taken into the consideration.

SOURCES OF INFLUENNCE OF THE CONSUMER :

DECISION – MAKING INVOLVE SEVERAL STEPS

Personal sources: familyr friendsr neighbors etc.

Commercial sources: advertisingr sales forces retailersr

dealersr Packagingr point-of sale displays.

Public sources: news papersr radior televisionr consumer

organizationsr special magazines.

Experimental sources: handlingr examiningr using the

product Internal and external search for information to

Internal search: Scan memory.

External search: shoppingr personal sourcesr public mediar

Evaluation of alternatives: A skateboard is inexpensiver but may be ill-suited for long

BUYER BEHAVIOR – CUTURAL FACTORS :

Activity or health- related holidays etc.

BUYER BEHAVIOR – SOCIAL FACTORS:

INFLUENCE: a person whose view or advice influences the buying decision

BUYER : : The person who concludes the transaction.

HIGH INVOLVEMENT EXTENSIVE PROBLEM – SOLVING ( EPS)

The various purchase influence factors are as follows:

LEARNING Changes in an individual’s behavior arise from experience

 The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence decisions

• Consumer behavior involves services and ideas as well as tangible products.

• The impact of consumer behavior on society is also of relevance.

• The market size of th Indian retail industry is about US $312 billion.

• A large young working population with average age of 24 years

INDIA’S CONSUMPTION COSMO

A subsidiary companyr Home solutions Retail (India)limitedr operate Home Townr a