A

INTERIAM REPORT
On

“A study on consumer buying behavior of customer belonging

to different income group in big bazaar with special reference
to Nasik”
 
Submitted To Submitted By
Mr. Faisal Kadari Sandip Khandu Baisane
8NBNS088
 
ICFAI NATIONAL COLLEGE NASHIK
 INTRODUCTION
To understand the purchasing patterns of customer’s nature and
examine the external factors that influences their buying behavior.
It is the process of responding to stimuli. Consumer buying is
to do with the activities of individual in obtaining and using the
goods and services .It encompasses the decision making process that
proceeds and determine purchases. Consumer buying is not easy.
Consumer may state their needs and wants but acts otherwise. They
may respond to influences that change their mind at the last minute.
Thus, consumer buying behavior plays a crucial in determining
the success and growth of retail stores and understanding consumer
behavior is a prime factor for successful formulation of a retailing
strategy.
Today the buyer’s has become the focal point of all industry.
Hence a study of buying behavior is being very important to
understand what the needs are and requirement of consumer’s which
is one of the essential factors for success of organization.
 PURPOSE
To get an idea about the attitude of different income group
towards The purchasing pattern in Big Bazaar, Nasik.
 
To find out the consumer buying behavior of different
income people in Big Bazaar with a sample of 120...
 
To get an information from customer about why they prefer
Big Bazaar ,what change they think should be done in Big
Bazaar to satisfy their needs and requirement, Whether the
prices are reasonable ,cheap or costly, Are people attracted
by the various offer’s or not etc
 NATURE OF THE PROJECT
 In the beginning I have collected the secondary data about Big Bazaar
from the internet and visited the mall and had taken interview of sales
personal and the Customer

 Designed a questionnaire to find out the information about the consumer

buying behavior of different income people in Big Bazaar in Nasik.

 To collect the primary data with the help of questionnaire and to analyze
the result using bar graph method technique.

 To find out the proportion of which income group shows high buying
behavior with respect to the sample taken.
 OBJECTIVES

 To understand the consumer’s response and reaction to various

promotional activities implemented in retail store. 
 To know the motive behind buying product. 
 To get an idea about the changing pattern of Indian consumer. 
 To find out the buying behavior of consumer belonging to
different Income group. 
 To get an idea about the attitude of different income group
towards the Purchasing pattern in retail. 
 To know the purchase behavior of the consumers in the area of
study.
 LITERATURE REVIEW
According to Schiff man and Kanuk (2003),”The process of
consumer decision –making can be viewed as three distinct but the
interlocking stages: the process stage, and the output stage ”.The
process stage of the model focuses on how consumers make decisions.
The psychological factors inherent in each individual affect how the
external inputs from the input stage influence the consumer’s
recognition of a need pre-purchase search for information and
evaluation of alternative. The input stage influences the consumer’s
recognition of a product need and consists of two major sources of
information –the external sociological influences on the consumer all
affects what consumer purchase.
According to Bansal and Dhaka (2006) ,research studies shows
customer are more conscious about their personal appearance then men
customer belonging to different income group .This makes them the
target customer of advertisers.
 RESEARCH METHODOLOGY
Primary data: 
 Primary data is collected directly from respondents using data collection
methods like Survey conducted with the help of structured Questionnaire
as an instrument of research and getting feedback to compare the
consumer buying behavior of different income people in Nasik.
 Personal interview of store manager, salesperson and customer. 
 Direct visit to Big Bazaar.
 
Secondary data: 
 Website: www.bigbazaar.com www.google.co.in.
 Book of retail Management
 Articles from Advertisement Express
 Reference Book(Consumer Behavior Approaches and Applications)
 PROGRESS REPORT
I have collected the relevant information about Big Bazaar from
the internet and prepared a questionnaire for primary data collection.
I went to the Big Bazaar and interviewed few sales personal and tried
to get some information by directly asking question to some of the
customer.
The information provided by sales personal depicts that mostly
upper middle class people prefer to come to Big Bazaar due to
reasonable prices and convenient location of Big Bazaar from their
places. The customer told that they are happy with the friendly
service provided by the salesperson but they want the prices should
be brought down and more varieties should be kept in the Big
Bazaar.
Mostly people come to food bazaar which is all time crowded with
people of all income group .It is one of the most preferred section.
 CONSUMER BUYING BEHAVIOR
FACTORS
 Ability to buy
the financial ability of a consumer to purchase a good. Thus the
buying power of a consumer is determined by factors such as the
consumer’s disposable income, asset position and available credit.

 Willingness to buy
Though the consumer may have enough income to purchase a
product, he may not buy the product because he is not interested.

 Authority to buy
Apart from ability and willingness to buy a product, a consumer
should possess the authority to buy a product .Such authority may be
formal and informal.
 WHAT CONSUMER BUY
 Product tangibility
A products Tangibility is based on its physical and
materials properties that enable the customer to touch or feel it.
 Product durability
  The durability of a product is the capability of a product to
endure or to last .Based on the useful life span of a product,
some products are durable and others are non-durables.
 Product availability
Depending on the level of availability expected by the
consumers, products can be put into three categories:
Convenience products
Shopping products
Specialty products
 LIMITATION
 Problems may come in data collection due to wrong response or incorrect
information given by the customer.

 Customer may refuse to answer the questionnaire due to non-availability of

time.

 The interest and honesty of respondent in answering the questionnaire.

 As the survey was limited to College Road, Nasik only, findings may not be
applicable to all.

 Answers of the questionnaire depend upon the belief of customers, which may
differ from the reality.
Thank you