A study on consumer behavior in Big Bazaar

By,

Lakshya Jaiswani
 Consumer Behavior

The term consumer behavior has been an epiphany for the marketing and advertisement industry

of the 20th century and every consumer-based product aims in understanding its target audience

in order to be able to deliver their best product. At its core, consumer behavior is a study of how

people many buying decisions but, that is just the tip of the ice berg. It attempts and in most

cases succeed in understanding how, when, where, a buyer chose to use and dispose a product

or service.

Let’s talk about the modern consumer, specifically younger adults (Gen Z, Millennials and

what’s left of Gen X). Most consumers tend to avoid advertisement and are very well aware of

their requirements and are quick to blocking ads, skipping ads and even opting for Ad-free

digital media experiences. Hence marketers have to push their boundaries and try to understand

their consumer needs through various research methods such as surveys and interviews that

probe how often consumers buy, where they shop, where they get their information, how they

share this information with others and so on. Knowing the right questions to ask, and how to ask

them, is an important part of consumer behavior research.

 BIG BAZAAR

Big Bazaar is one of the largest retail chains in India and is owned by Future Group. The
company was founded in 2001 and has since grown to become one of the most successful retail
chains in India. Big Bazaar offers a wide range of products at affordable prices and has become a
household name in India. The company has been able to achieve this success by focusing on
customer satisfaction and by offering products that are tailored to the needs of the Indian
consumer.

Big Bazaar has been able to create a unique shopping experience for its customers by offering a
wide range of products under one roof. The company has also been able to leverage technology
to improve the shopping experience for its customers. Big Bazaar has been able to achieve this
success by focusing on customer satisfaction and by offering products that are tailored to the
needs of the Indian consumer.

Founder Kishore Biyani

Founded 2001

Headquarters Mumbai, Maharashtra, India

Website bigbazaar.com

In a significant move during February 2022, Reliance Industries assumed control of more than
200 Future Group stores, propelling the transformation of Big Bazaar into the newly rebranded
‘Reliance Smart Bazaar Stores.
 OBJECTIVES OF THE STUDY

The objectives of consumer behavior analysis are mostly consumer researches are undertaken to

find out the attitudes of the consumer about a product. Their preferences, likes and dislikes

which lead to the further modernization of the sales strategies by the marketer. Researches can be

conducted to find out the percentage of people using a certain product or facility (a pager or

mobile phone). Researchers may also like to know the types of consumers and their demographic

characteristics for a particular product. They may also like to experiment with new promotional

campaigns, and since these campaigns require a lot of expenditure, they may do researches to be

sure, of the campaign’s success, before the final launch of the campaign. The decline in sales
may

require the marketer to conduct researches which can give a clue of the changing consumer

behavior.

The objective therefore, must be clearly set and followed strictly. Then only can we decide what

type of Research Design should be used. The researches can be quantitative or qualitative in

nature.

Qualitative research design is undertaken to come up with new ideas, and in this design, brain

storming tools and other face to face techniques with experts are used. This is confined indoors,

and is less expensive than the quantitative research.

Quantitative research design is used in the market place where we have to interview

people, to find out the number of persons using the product, or how frequently they use

the product etc.

 REVIEW OF LITERATURE

1. Feinberg, Sheffler, Meoli and Rummel (1989) considered the social incitement gave by
shopping centers, finding that the shopping center filled in as an outlet for social conduct.
Facilitate examination of this issue was made by Lotz, Eastlick and Shim (2000), who considered
the likenesses and contrasts between shopping center stimulation searchers and shopping center
customers.

2. Roy (1994) in his examination considered a few attributes of customers -, for example,
practical shopping inspiration, bargain inclination, recreational shopping inspiration, age, salary
and family estimate, to be a big impact on shopping center shopping recurrence.

3. Burns and Warren (1995) opined that since the store blend and item contributions of numerous
provincial shopping centers are fundamentally the same as, regularly the essential discriminator
between a large number of these focuses is only area. Settling on the decision to shop at a
provincial shopping center other than the one closest to one’s place of home, thusly, does not
seem, by all accounts, to be a sensible in numerous examples.

4. Jackson (1996) in his investigation watched that shopping centers have turned into where
senior subjects stroll in solace and security, where guardians lead their young to Santa Clauses,
where singles court, where adolescents mingle and where everyone expends.

5. 4.J.A.F. Nicholls (1997) in his article has say about the situational measurements influencing
buying conduct of Hispanic clients in a shopping center at some separation from their
neighborhoods. The Hispanic customer (which would likewise incorporate a substantial section
of workers) makes the(shopping) trip advantageous by going with partners, culminating a buy
while at the shopping center, and purchasing sustenance or refreshment amid the visit.
 RESEARCH METHODOLOGY
Definition of Research: -

RESEARCH in common parlance refers to a search for knowledge. Also, can be defined as a

scientific and systematic search for pertinent information on a specific topic. Research is a

careful investigation or inquiry especially through search for new facts in any branch of

knowledge.

TYPE OF RESEARCH:

The research design comprises of the plan and structure of investigation conceived so as to arrive

at the responses to the research queries. It there by addresses the aims and objectives of the

study, both descriptively and analytically.

SAMPLING TECHNIQUE:

The sampling technique adopted for the study is Random sampling technique according to the

convenience of the researcher. A questionnaire was administered to different students and

working professionals to obtain data for the purpose of analysis.

SAMPLE SIZE:

Data is collected using a sample of 20 Respondents.

SAMPLE DESCRIPTION:

The sample mainly consists of data from the primary sources that are utilized for the purpose of

this study. This is done by means of administrating questioners to different peoples. Secondary

data like company journals, records, research report etc. were also relied on for retrieving further

information.
 SCOPE FOR FUTHER STUDY

The study of Consumer behavior will further evolve as consumers grow aware of their need’s
day

by day and it opens up possibilities for new research and studies which can allow more depth and

understanding of consumer behavioral patterns disposal methods, which can include gifting

hand-me-downs, recycling, or throwing products away. The psychology behind these decisions

can be complex. Understanding when and how consumers dispose of items can help companies

position themselves to appeal to consumers. For example, stores can provide recycling buy-back

services for cans and bottles to allow customers to turn in products from previous visits and get

money back, encouraging them to spend that money in the store.

The study will further branch out into many other segments connecting other forms of consumer

engagement, such as,

DEMAND FORECASTING:

Consumer behavior helps in the forecasting of the demands for the business. Every business

identifies the needs and wants of the customers by understanding their behavior. Forecasting

helps them to find out the unfulfilled demands in the market easily. If the company knows what

their consumer wants, they can design and produce the product accordingly.

The behavior of the consumer plays an important role in forecasting the demand for the products.

In addition, it helps the company to identify the market opportunity available to them.

NON-PROFIT & SOCIAL MARKETING:

In today's world, every non-profit business-like government sector, religious sector, university,

the charitable institution runs the business's overall activity by implementing proper marketing

plans for the business. Also, they contribute to solving the problems of society. Thus, a

transparent consumer behavior process and decision-making contributed efforts towards the

success of the business.

MARKETING MIX:

Proper development and designing all-important elements like product, price, place, and

promotion are essential for every business. It helps them to identify the likes and dislikes of the

customers. This allows marketers to design optimum marketing mix plans and improve the

effectiveness of marketing strategies. The proper implementation of a marketing mix helps

organizations to attract more customers, thereby increasing profit.

 CONCLUSION

With the changing lifestyle, modernization and westernization there exists a huge scope for the
growth of Big Bazaar store and is therefore a threat to unorganized retailing.

Big Bazaar store are able to provide almost all categories of items related to food, health, beauty
products, clothing & footwear, durable goods so it become quite easier for the customer to buy
from one shop and hence is a convenient way of shopping when compared to unorganized
retailing.

Aggressive Marketing is the key to increasing the market share in this area, since the market has
a lot of potential both in terms of untapped market
 REFRENCES

1. www.scribd.com
2. www.studocu.com
3. www.academeicu.com
NAME – LAKSHYA JAISWANI

ROLL NO – 2314506230

MINI PROJECT DBB2106

PROJECT TITLE – CONSUMER BEHAVIOUR IN BIG BAZAAR

 Table of Content

 INTRODUCTION -

 ABOUT TOPIC -

 ABOUT COMPANY -

 OBJECTIVES OF THE STUDY -

 REVIEW OF LITERATURE & -

PROBLEM STATEMENT

 PROPOSED RESEARCH -
METHODOLOGY

 DATA ANALYSIS & INTERPRETATION -

 RESULT & DISCUSSION -

 CONCLUSION -

 RECOMMENDATIONS -

 LIMITATIONS & SCOPE -

FOR FURTHER SCOPE

 REFRENCES -
 INTRODUCTION

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

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

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

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

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

Consumer behavior is the actions and decisions that people or households make when they
choose, buy, use, and dispose of a product or service. Many psychological, sociological, and
cultural elements play a role in how consumers engage with the market.

It is a multi-stage process that involves identifying problems, collecting data, exploring options,
making a decision to buy, and evaluating the experience afterward. Consumers may be impacted
during these stages by things including personal views and values, social conventions, marketing
campaigns, product features, and environmental conditions.

Understanding consumer behavior is essential for businesses to create marketing plans that work
and to supply goods and services that satisfy customers’ wants and needs. To see trends and
patterns, forecast demand, and make wise choices regarding product design, price, promotion,
and distribution, marketers must analyze and understand data on customer behavior.

Consumer behavior is important in marketing because it explains how consumers make decisions
about what products to buy when to buy them, and from whom to buy them.

Marketers can develop effective marketing strategies that target the right consumers with the
right message at the right time by understanding consumer behavior.

One thing that we have in common is that we all are consumers. In fact, everybody in this world
is a consumer. Every day of our life we are buying and consuming an incredible variety of goods
and services. However, we all have different tastes, likes, dislikes, and adopt different behavior
patterns while making purchase decisions. The term consumer behavior refers to the behavior
that consumers display in searching for purchasing using evaluation and disposing in searching
for purchasing using evaluating and disposing of products and services that they exact will
satisfy o how individuals make decisions to send their available resources (time, money and
effort) on consumption related items.

It includes the study of “What they buy”,” Why they buy”, “When they buy it”, “Where they buy
it”, “how often they buy it” and “how often they use.
DEFINITIONS:

Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars & researchers as:

1. It’s the behavior displayed by the consumers during the acquisition, consumption and
disposition of products, services, time and ideas by decision making units.

2. It is the body of knowledge which studies various aspects of purchase and consumption
of products and services by individuals with various social and psychological variables at
play.

3. The behavior that the consumers display in searching for, purchasing, using, evaluating
and disposing of products and services that they expect will satisfy their needs.

4. The process and activities people engage in when searching for, selecting, purchasing,
using, evaluating, and disposing of products and services soaps to satisfy their needs and
desires.

5. The activities directly involved in obtaining, consuming, and disposing of products and
services, including the decision processes that precede and follow these actions.

6. The American Marketing Association (AMA) defines consumer behaviors “The

dynamic interaction of cognition, behavior & environmental events by which human
beings conduct the exchange aspect of their lives. Consumer behavior is helpful in
understanding the purchase Behavior and preferences of different consumers. As
consumers, we differ in terms offset age, education, occupation, income, Family setup,
religion, nationality and social status. Because of this different background factors, have
different needs and we have only bought those products and services, which we think,
will satisfy our needs.
 BIG BAZAAR

BIG BAZAAR is a name renowned in Retail. It is now a brand image in private retail sector.
Wal-Mart is the retail stores of USA and is known all over the world for its fashionable and
affordable materials and is known as one of the best in its field, big bazaar can be said as the
Wal-Mart of India running a chain of more than 100 retail stores in India. People around the
country thinks that big bazaar is inspired from Wal-Mart and it is quite obvious to think as Wal-
Mart is world leading chain of retail shopping but actually the idea of big bazaar came to the
CEO Kishore Biyani from 25 years old store “Saravana” which was owned by a family and
worked on the philosophy of “low margin high turnover”.

Following its slogan of “issue sastra or ache Kahin Nahi” (Meaning cannot find cheaper and
better than this anywhere) it provides the consumer with the best of the materials at a rate less
than rest of the market. Big bazaar is the subsidiary of Future Group, Pantaloons Retail India ltd.

The brain behind big bazaar is the CEO of Future Group Mr. Kishore Biyani Future group has
various brands like Pantaloons, F123, Copper Chimney, Timescales, One Mobile, Urbana, Brand
Factory, LootMart, Hometown and Central. Big bazaar covers all parts of India including the
metro cities Kolkata, Delhi, Chennai, and Mumbai. Big bazaar started with its first store in
Kolkata, west Bengal in 2001 and now owns more than 100 stores all over India making itself
the fastest growing retail chain in India and leaving all its competitors behind.
WHY BIG BAZAAR?

Indian retail sector is witnessing one of the most hectic Marketing activities of all times. The
companies are fighting to win the hearts of customer. There is always a ‘first mover advantage’
in an upcoming sector. This advantage goes to “BIG BAZAAR “in India. It has brought about
many changes in the buying behavior of people as Big Bazaar provides all items in one roof at
low rates.

The consumer’s preferences are changing & they are moving from shops stores to Modern Retail
outlet. It’s the main challenge to the Modern retail outlets to attract the customers towards them
from that of competitors. To attract more customers companies, have to carry out the
promotional activities in unique way. BIG BAZAAR has maintained that uniqueness & has
succeeded in attracting customers.

The promotional activity of the company, which famous as Less Price than others as it says
’Nobody Sells Cheaper and Better! ’Is made its place in minds of customer. As the competition is
becoming stiff in the market the activities conducted by the company are unique, that have
brought fruitful result to the company. Among them sales Promotions are one of the leading
activity or unique among all other activities & has high influence on the customer walk-in.

Building brand through challenge:

In 2001, PRIL opened its first ‘Big Bazaar,’ a 30,000 square feet store in Kolkata. The major
USP of the ‘Big Bazaar,’ store was low pricing. These stores offered the best price proposition
to customers. As part of this, the stores focused less on branded items and more on unbranded
products with the same quality as branded ones, at a much cheaper rate.

Commenting on this, Biyani said, “We are not in the business of selling ambience, Butin the
business of giving the best possible deals to our consumers.” …

The first Food Bazaar was set up in Lower Parel in suburban Mumbai in 2001. Food Bazaars
represent PRIL’s foray into yet another value retailing business, focusing on food and grocery
products. These stores were designed based on PRIL’s understanding of the emotional and
rational needs of Indian housewives…
The tremendous success of the ‘Pantaloons,’ ‘Big Bazaar’ and ‘Food Bazaar’ retailing formats,
easily made PRIL, the #1 retailer in India by the early 2004, in terms of turnover and retail area
occupied by its outlets.

In the fiscal year ended June 30, 2003, PRIL increased its retail area by 66% to586,000 sq. ft and
reported revenues of Rs 4.45 billion, a 56% increase over fiscal2002. Its net profits rose by 63%
to Rs. 114.1 million in fiscal 2002-03, over the previous year.

Big Bazaar has positioned itself as a ‘value for money proposition for Indian family ‘retail store.
They wanted to promote Big Bazaar as a retail store which gives its customers maximum
advantage over other retail stores by catering to all their needs budget wise and income level
wise.

‘Sabse Sate 3 Din'(the cheapest 3 days) brain child for. Sadashiv Nayak, President Big Bazaar
and Rajan Malhotra, President–Strategy and Convergence, Big Bazaar, believe that ‘Consumers
are always looking for best value for their money. Big Bazaar’s Sabse Sate 3 Din is a great
opportunity for them to save money and gets best products at the best possible prices. These
three days have come to truly signify freedom from high prices for consumers in the country.’

Maha Bichat’ (save money) was introduced five years back (in the year 2006) and itis still
running very successfully. It is known as one of India’s mega shopping campaigns.

Continuing its efforts to provide the best shopping deals and savings to Indian consumers, Big
Bazaar is always set to make Republic Day and Independence Day’s shopping, truly memorable,
with rock bottom prices, best possible discounts and mega offers.

Apart from the flagship Big Bazaar and Food Bazaar stores, other future group retail formats like
Furniture Bazaar, Electronic Bazaar, Depot, and Home Bazaar stores are also a part of this mega
campaign. From daily household needs of food and grocery to apparels,
 OBJECTIVES OF THE STUDY

The main objective is to determine the current consumer behavior levels of the customers with
regards to Big Bazaar.

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

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

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

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

 To identify effective an advertising sources which are influencing customer purchasing

behavior at Big Bazaar.

 To find out how the consumers spent their incomes, time on the purchasing of the
products.
 REIVEW OF LITERATURE & PROBLEM STATEMENT

(Doyle & Fenwick 1974; Jain & Etgar 1976; King & Ring 1980; Chowdhury al 1998), with
some research efforts having attempted to explore the evolution of store image formation
(Mazursky and Jacoby 1986); and others seeking to conduct a meta-analysis of retail patronage
studies (Pan & Zinkhan 2006). However, the existing literature did not retail image. Consumers’
perception of store image is based, in part, on functional qualities that the store may possess, and
by other, less tangible or psychological attributes.

(Lindquist 1974). Lindquist analyzed over 20 studies dealing with store image formation and
identified 35 different aspects that in reveal any prior studies where clustering techniques had
been used to study consumers ‘perceptions of confluence store image formation. These were
grouped into nine broad categories, including: merchandise, service, clientele, physical facilities,
convenience, promotion, store atmosphere, institutional attributes, and post transaction
satisfaction. These were grouped into nine broad categories, including: merchandise, service,
clientele, physical facilities, convenience, promotion, store atmosphere, institutional attributes,
and post transaction satisfaction.

Mazursky and Jacoby (1986) conducted a similar analysis and verified that “merchandise related
aspects” (such as quality, pricing and assortment), and “service-related aspects” (such as quality
in general and salesperson’s service) are among the most important components of store image.
A 1994 study by Baker, Grewal and Parasuraman confirmed that “the store image literature
suggests there are linkages between merchandise and service quality, and store image.”

A later study by Baker, Grewal and Voss (2002) also confirmed that service quality was a key
determinant of store image. Given the prevalence in the literature of merchandise and service as
two key determinants in the formation of store image, these two attributes were selected for this
present study to gauge consumer’s perceptions of retail stores. These attributes were incorporated
in this study by obtaining consumer similarity judgments on retailers’ “service quality” and
“merchandise quality”.

The clustering of retail stores based on these two attributes will yield a better understanding of
competition within the retailing industry. This is of interest from a strategic marketing standpoint
in that many off-price retailers carry the same quality merchandise as other, higher priced
retailers (namely, department stores and specialty stores).
In previous years, competition within the retail sector was more clearly delineated in that
department stores tended to compete with other department stores; and in general, stores of a
specific type tended to compete with like stores in reality, these distinctions (at least with regards
to merchandise quality) may not be as clear today since off-price retailers often carry the same
merchandise as specialty and department stores. No longer can the competition be viewed as
narrowly – merely by store type - as it had been in the past for purposes of marketing strategy
development. Off-price retailers strive to convince consumers that their product quality is
comparable to that of department stores. This study will enable us to confirm whether consumer
perceptions of product quality will also yield information that would be of strategic interest to
retailers.

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

SOURCES OF INFLUENNCE OF THE CONSUMER:

The consumer faces numerous of influence. Often, we take cultural influences for granted, but
they are significant. An American will usually not bargain with a storeowner. This, however, is
common practice in much of the world. Physical factors also influence our behavior. We are
more likely to buy a soft drink when we are thirsty. For example, and food manufacturers have
found that it is more effective to advertise their products on radio in the late afternoon when
people are getting hungry. A person’s self-image will also tend to influence. What he/she will
buy? An upwardly mobile manager may buy a flashy car to project an image of success. Social
factors also influence what the consumers buy-often, consumers seek to imitate others whom
they Admire, and may buy the same brands, the social environment can include both the
mainstream culture (e.g., Americans are more likely to have corn flakes/ham and eggs for brake
past than to have rice, which is preferred in many Asian countries) and a sub culture (e.g., rap
music often Appeals to a segment within the population that seeks to distinguish itself from the
main stream population).Thus sneaker manufacturers are eager to have their products worn by
admired athletes.
Problem recognition – you realize that something is not as it should be. Perhaps, for example,
your car is getting more difficult to start and is not accelerating well. Information search- what
are some alternative ways of solving the problem? You might buy a new car, buy a used car, take
your car in for repair, ride the bus, ride a taxi, or ride a skateboard to work.

A customer can obtain information from several sources:

Personal sources: family, friends, neighbors etc.

Commercial sources: advertising, sales forces retailers, dealers, Packaging, point-of sale
displays.

Public sources: newspapers, radio, television, consumer organizations, magazines.

Experimental sources: handling, examining, using the product Internal and external search for
information to make a decision

Internal search: Scan memory.

External search: shopping, personal sources, public media, advertisements

Evaluation of alternatives: A skateboard is inexpensive, but may be ill-suited for long distances
and for rainy days.

Purchase stage, and sometimes a post-purchase stage (e.g., you return a product to the store
because you did not find it satisfactory), in reality, people may go back and forth between the
stages. For example, a person may resume alternative identification during while evaluating
already known alternatives. The decision maker(s) have the power to determine issues such as:
What to buy?

Which product to buy?

Which brand to buy?

Where to buy it? And

When to buy?

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

Methodology adopted for the Study

Technology and customers taste and preferences plays a vital role in today’s generation.
Research Methodology is a set of various methods to be followed to find out various
information’s regarding market strata of different products. Research Methodology is required
for every industrial service industry for getting acquire knowledge of their products.

Survey Method

Personal meeting with manager and assistants. Questionnaire was prepared for the staff at Big
Bazaar, which included several open-ended and close-ended questions aimed at knowing the
following

 Why Big Bazaar

 Loyalty level
 Effect of logistics
 Customer reviews
 Visiting and surfing websites of the company.
 Discuss with Staff and customers about big bazaar

Sources of Data

 Primary data
 Secondary data

(a) Primary Data

The data collected for the first time through observation in store and interview method. It is also
obtained by the help of staff members.
 (b)Secondary Data

The data is collected by secondary sources. The data is collected through company manual,
product brochure, company website and annual report.

Period of Study: This study has been carried out for a maximum period of 7 weeks.

Area of study: The study is exclusively done in the area of marketing. It is a process requiring
care, sophistication, experience, business judgment, and imagination for which there can be no
mechanical substitutes.

Sampling Design: The convenience sampling is done because any probability sampling
procedure would require detailed information about the universe, which is not easily available
further, it being exploratory research.

Sample Procedure: In this study “convenience sampling procedure is used. Convenience

sampling is preferred because of some limitation and the complexity of the random sampling.
Area sampling is used in combination with convenience sampling so as to collect the data from
different regions of the city and to increase reliability.

Sampling Size: The sampling size of the study is 200 users.

Data Collection: Data is collected from various customers through personal interaction. Specific
questionnaire is prepared for collecting data. Data is collected with mere interaction and formal
discussion with different respondents

Tools of Analysis: The market survey and the techniques for marketing and investment of
finance is carried out by physically interacting with the potential customers in big bazaar.
Research Design:

The research work is exploratory in nature, and is meant to provide the basic information
required by research objectives. It is a preliminary study based on primary data and the findings
can be consolidated after a detailed conclusive study has been carried out.

Steps in conducting research

Research is often conducted using the hourglass model structure of research. The hourglass
model starts with a broad spectrum for research, focusing in on the required information through
the method of the project (like the neck of the hourglass), then expands the research in the form
of discussion and results. The major steps in conducting research are:

 Identification of research problem

 Literature review
 Specifying the purpose of research
 Determining specific research questions
 Specification of a conceptual framework, sometimes including a set of hypotheses.
 Choice of a methodology (for data collection)
 Data collection
 Verifying data
 Analyzing and interpreting the data
 Reporting and evaluating research
 Communicating the research findings and, possibly, recommendation

Most research begins with a general statement of the problem, or rather, the purpose for engaging
in the study. The literature review identifies flaws or holes in previous research which provides
justification for the study. Often, a literature review is conducted in a given subject area before a
research question is identified. A gap in the current literature, as identified by are searcher, then
engenders a research question. The research question may be parallel to the hypothesis. The
hypothesis is the supposition to be tested. The researcher(s) collects data to test the hypothesis.
The researcher(s) then analyzes and interprets the data via a variety of statistical methods,
engaging in what is known as empirical research. The results of the data analysis in rejecting or
failing to reject the null hypothesis are then reported and evaluated. At the end, the researcher
may discuss avenues for further research. However, some researchers advocate for their verse
approach: starting with articulating findings and discussion of them, moving "up" to
identification of a research problem that emerges in the findings and literature review.
 DATA ANALYSIS & INTERPRETATION

CLASSIFICATION OF DATA

Classification of data means, arranging the collected data according to found similarities and
dissimilarities. It is as like as mail sorting in post office. In other sense, it is the process of sorting
the data with respect to certain characteristics, as for example sales process, area wise, product
wise and category wise etc. It provides a clear scenario of market conditions.

After collecting the data (primary and secondary) systematically, it was edited to ensure that the
collected data is free from errors. After editing, it has coded to making the data adjustable for
statistical analysis and for tabulation.

Here the primary data has collected through questionnaire and interview method. And on the
other hand, secondary data has collected from the company’s record and from internet.

The main objective of classification is:

 To facilitate companion between variables

 To make adjustable the data for tabulation
 To highlight the condition of market shortly
 To reduce into the homogenous groups of data.
TABULATION OF DATA

This is the final stage of processing the collected data. It is the process of arranging the data in a
table form means, in rows and columns. There are two types of tabulation:

 Simple Tabulation
 Complex Tabulation

As simple tabulation shows the information about one or more groups of independent questions
whereas complex tabulation shows the information about a set of interrelated questions.

Objectives of Tabulation

 Comparison is easy and simple

 For understanding the data easily
 Saving the time of understanding
 Easy calculation of different variables
1) How often do you shop?

Table: 1 showing the shopping behavior of customers of Big bazar

INTERPRETATION:

It is interpreted that about 72% of the customers shops on daily basis, 20% weekly, 5%
fortnightly and 3% once in a month in Reliance Fresh which is good for a retail store to have
such number for daily and weekly customers.
2) What do you mostly shop for at mentioned store?

Table: 2 showing the purpose of visit by the customers in big bazar

INTERPRETATION:

It is interpreted that about 83% of customers mostly shop for Vegetables and fruits, 14% for
Grocery, 2% for Cosmetic products and 1% for Kitchenware.
3)Preference of shopping

Table: 3 showing the preference of shopping in big bazar

INTERPRETATION:

It is interpreted that around 73% of customers shops due to One stop shop feature of the

Reliance fresh store while 17% for Brand,7% for Quality and 3% for Price.
4) When do you prefer to visit most at big bazar store?

Table: 4 showing the preference of customer to visit the store

INTERPRETATION:

It is interpreted that around 87% of customers prefer to shop when required by them and 13% of
them prefer during sale.
5) Do advertisement and promotion influence your shopping decision?

Table: 5 showing the influence of promotion on shopping decision

Parameter No of respondents Percentage

Yes 190 95%

No 10 5%

INTERPRETATION:

It is interpreted that around 95% of the shopping decision are influenced by advertisement and
promotion activities and 5% are not. Therefore, more advertisement and promotional efforts
should be done on continuous basis.
6) Which form of advertisement do you think is most effective?

Table: 6 showing the effectiveness of the form of advertisement

Parameter No of respondents Percentage

Print 119 59%

TV 142 21%

Radio 24 12%

Internet 15 8%

INTERPRETATION:

It is interpreted that around 59% of respondents thinks Print media, 21% T.V., 12% Radio and
8% Internet as most effective form of advertisement.
7) Are Promotional schemes easy to understand?

Table: 7 showing the understanding of promotional schemes

Parameter No of respondents Percentage

Always 189 94%

Sometimes 11 6%

Confusing 0 0

Never 0 0

INTERPRETATION:

It is interpreted that 94% of customers believes the promotional schemes are

Alwaysunderstanding, 6% said Sometimes while none said Confusing and Never which indicates
about the ideal advertisement effectiveness.
8) Rate the Store Layout of Big bazar?

Table: 8 showing the rating of store layout

INTERPRETATION:

It is interpreted that around20% rates it as excellent, 67% of respondents rates the store layout as
good, 12% as fair and 1% as poor which shows the layout is appealing to the customers.
9) Does the Price Marked clearly on the Shelves?

Table: 9 showing the clarity of price marks displayed on shelves

INTERPRETATION:

It is interpreted that around 97% of the respondents mentioned that the Price tags or marks are
properly displayed while 3% said no.
10) Does the desired Products are available and the shelves are full with

stock?

Table: 10 showing the availability of the stock

INTERPRETATION:

It is interpreted that around 92% of respondents ensures that there is mostly availability of the
stock, 3% said Always, and 5% said Sometimes while none said Never in Reliance fresh.
11) Does the Trolleys and Baskets are clean?

Table: 11 showing the cleanliness of trolleys and baskets

INTERPRETATION:

It is interpreted that 96% of customers said that the trolleys and basket are clean and only 4%
said that they are not clean.
12) How is the store space in Big Bazar for moving around for products?

Table: 12 showing the store space

INTERPRETATION:

It is interpreted that around 88% respondents believe the store space to be a free space, only 6%
believes to be a small space, 48% consider it as small space while 24% thinks its Congested.
13) Are the Prices of BIG BAZAR being lower than the other

competitors?

Table: 13 showing the price policy of Big Bazar

INTERPRETATION:

It is interpreted that 47% of customers thinks that the pricing policy of the Reliance fresh is
lower than other competitors while 30% thinks it’s equal, 19% thinks it’s high and 4% have no
idea.
14) Do you have to wait for a long time at the billing section at Big Bazar?

Table: 14 showing the duration of waiting time at billing counter

INTERPRETATION:

It is interpreted that 81% of the customers says that they Never had to wait at billing counter,
12%says sometimes, 6% says Mostly while only 1% says that that had to wait Always .
15) Do the staff of Big Bazar assist you while shopping?

Table: 15 showing the assistance of the staff in Big Bazar

INTERPRETATION:

It is interpreted that around 95% respondents said that the staff shows assistance, 3% said
Sometimes while 2% said No assistance in Reliance fresh.
16) Did you get help from CSA (Customer Support Associate) when asked?

Table: 16 showing the help which customers get from CSA

INTERPRETATION:

It is interpreted that 5% said they always get help from CSA, 92% said they mostly get help, 3%
said Sometimes when required while none of the respondent said never.
17) How is Big Bazar maintaining product QUALITY, QUANTITY

compare to other retail stores?

Table: 17 showing the maintenance of product quality by Big Bazar

INTERPRETATION:

About 42% of respondents feels the maintenance of product quality as excellent, 49% as good,
9% Fair while none feels it poor.
18) How do you feel after shopping at Big Bazar?

Table: 18 showing the shopping experience after shopping

INTERPRETATION:

About 98% felt satisfied, 2% felt very satisfied and none said Not Satisfied after shopping out
from the Reliance store.
 RESULT AND DISCUSSION

Table 1.1

Age distribution of the respondents

Age of the respondents No of respondents Percentage (%)

Under 20 years 28 28

20-30 years 47 47

30-40 years 20 20

Above 40 years 5 5

Total 100 100

Source: Primary Data

From the above table it is specified that about 47 percent of the respondents’ age group is
between 20-30 years and followed by 28 percent of buyers under below 20 years customers and
about 20 percent from above 40 years age group customers at Big Bazaar shopping mall.

Table 1.2

Monthly Income of the respondents

 Income level (Rs.) No of respondents Percentage (%)

Rs.10000-20000 9 9

Rs.20000-30000 69 69

Rs.30000-40000 9 9

Above Rs.40000 13 13

Total 100 100

Source: Primary Data

It is evident from above table shows that the majority i.e., 69 percent of the respondents are
income level is between Rs. 20000-30000, about 13 percent of the customers income level is
Above Rs.40000 and around 9 percent of the respondent’s income range between Rs.10000-
20000.

Table 1.3

Behavior of staffs at Big Bazaar Shopping Mall

Descriptive No of respondents Percentage (%)

Excellent NA NA

Good 85 85

Average 15 15

Fair NA NA

Poor NA NA

Total 100 100

Source: Primary Data

From the above source majority i.e., 85 percent of the respondents feel good with the staff of Big
Bazaar shopping and remaining are said that average in terms of employee behavior with
customers in shopping mall.

Table 1.4

Frequency of visiting Big Bazaar in a month

Frequency of visit No of respondents Percentage (%)

Once in a month 4 4

Twice in a month 8 8

Weekly 11 11

Weekly twice 77 77

Total 100 100

Source: Primary data

It is observed from table shows that about 77 percent of the respondents are visiting shopping
mall weekly twice and followed by 11 respondents are visit weekly basis, 8 respondents are visit
twice in month and once in a month about 4 respondents only

Table 1.5

Most purchase items by consumers at Big Bazaar Shopping Mall

 Items No of respondents Percentage (%)

Groceries 72 72

Fashion 18 18

Electronics 10 10

Food Items NA NA

Total 100 100

Source: Primary data

The data shows that 72 percent of respondents are prefer to purchase groceries items from mall
and 18 percent of customers are prefer to buy fashion items and remaining are prefer for
electronics and others.
 CONCLUSION

The important reason behind studying of consumer behavior is that it plays a significant role

in our life. With the help of consumer behavior study, much of time is saved like thinking at

the store, asking help from the retailers, products choosing, etc.

This study discloses the things related to consumer behavior that how a consumer purchase

the product in a Big Bazaar mall or at what basis the consumers select the mall like Big

Bazaar. This study founds many reasons like infrastructure facility, discounts, offers,

availability of products, or variety of products which influence the consumers to select Big

Bazaar mall for purchase.

Consumers like the organized type of retailing because it saves their time at shopping time

and also gives a value for money feeling. The lifestyle of consumer is totally different

currently, consumers don’t want to waste their time everyone is busy in this world. Everyone

wants new facilities which saves their time so if any kind of facility which helps them they

will grab it. In previous time much facility was not there, the income was also less of the

consumer as well as the education level, the income level is increases of the consumers and

also, most of the consumers now highly educated so because of this factor also consumer

behavior changes. The main conclusion comes out from this study of consumer behavior is

that the today’s modern life style most numbers of people like organized type of retailing.

Marketers must try to understand consumer behavior so that they can offer consumers greater

satisfaction. An that they can offer consumers greater satisfaction.

An understanding of whom and why individuals or groups buy products and services help in big

bazaar design more appealing marketing programs. If big bazaar is able to determine what

satisfies customers, the big bazaar can implement the marketing concept and better predict how

consumers will respond to different marketing programs. The report reveals that there is huge

scope for the growth of organized retailing and improvement of Big Bazaar Store in Allahabad

city. With the changing lifestyle, modernization and westernization there exists a huge scope of

the growth of Big Bazaar store and is therefore a threat to organized retailing. Big Bazaar store

are able to provide almost all categories of items related to food. Health, beauty products,

clothing& footwear, durable goods so it become quite easier for the customer to buy from one

shop and hence is a convenient way of shopping when compared to unorganized retailing.

Aggressive Marketing is the key to increasing the market share in this area, since the market has a

lot of potential both in terms of untapped market.

 RECOMMENDATIONS

 To increase more footfalls more promotional activities must be carried out. For this BIG
BAZAAR can either offer more discounts or increase their advertisements. Increase in the
number of footfalls will lead to increase in sales. ·

 Allowing more space between the entrance of a store and a product gives it more time in
the shopper’s eye as he or she approaches it. It builds a little visual anticipation.

 The number of trial rooms available at BIG BAZAAR is very less as compared to the
number of people coming. This usually results in long queues and waiting by customers.

 Install more full-length mirrors inside the store so as to assist the customers to make better
purchase decisions. ·

 Play light music inside the store to make the shopping a pleasurable experience.

 They can also exhibit their new line of clothing through events like fashion shows. Baskets
should be scattered throughout the store, wherever shoppers might need them. Many
customers don’t begin seriously considering merchandise until they have browsed a bit.

 The Big Bazaar should conduct the meeting with their customers and take their suggestions
which help the company to improve their performance.

 Big Bazaar should also focus more on electronic items with reference of offers.

 Big Bazaar should create more unique offers to attract customers.

 A strategy should be developed in which reference person will get some advantage so that
word of mouth will increase.

 Most of the customers of Big Bazaar are of age group 20-30 years. So, company should
focus more on those customers to increase the sales.

 Big Bazaar should train their staff of the store so they easily convince the potential buyers.

 Big Bazaar should focus more on customer relationship management (CRM).

 Big Bazaar should tie-up with international brands because now a days most of the
consumers prefers western type of products. It simply means culture is changes day by day.

 Instead of focusing on capturing new customers’ big bazaar should focus on their loyal
customers for maintain the relationship between them.

 Big Bazaar should come with an idea which helps to decrease the perception of the
consumers mind i.e. low price = low quality and also helps big bazaar to increase their
sales. Because of this perception, many customers not come to big bazaar.
 LIMITATIONS

 The consumer behavior varies according to different products.

 The time period was too short for the study.

 Quality verses price was not taken into the consideration.

 It couldn't be done because of time restrictions and other work that needed to be done in
the interim. Time restraints and other duties that had to be completed at the same time
prevented further investigation into the area of concern.

 Reaching to the respondents was very difficult.

 Consumer behavior varies from consumer to consumer.

 Respondents did not like to respond they tried to escape.

 They must contribute to the development of customer satisfaction, customer loyalty, and
word of mouth communication which are briefly touched upon below.

 It is totally based on personal efforts of individuals.

 Language is one of the worst problems, some of the consumers are unable to
understand English.
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