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CHAPTERS
TOPIC
PAGE NO
INTRODUCTION
CHAPTER 1
8 - 21
AND
PERIOD
OF STUDY
LIMITATIONS
CHAPTER 2
REVIEWOF
LITERATURE
CHAPTER 3
31
INDUSTRY PROFILE
COMPANY PROFILE
CHAPTER 4
23
33
47
49 76
78 - 80
CHAPTER 5
FINDINGS
SUGGESTIONS
BIBILIOGRAPHY
CHAPTER 6
QUESTIONNAIRE
82 86
INTRODUCTION
NEED&IMPORTENCE
OBJECTIVES
RESEARCH METHODOLOGY
SCOPE OF THE STUDY
LIMITATIONS
INTRODUCTION:
Marketing is the moving and exciting activity in everybody activities. The sellers,
distributors, advertising agencies, consultants, transporters, financers, store agencies and every
one as a counter are part of the marketing system. Any exchange process be it consumer,
goods, intermediary goods, services of ideas, comes under the preview of marketing. It is very
often regarded that the development of markets and marketing is synonymous with the
economic development of account. Through marketing is an action discipline. In the evergrowing corporate world, marketing is being regarded as a crucial element for the success of
an Enterprise.
The marketing discipline is undergoing fresh re aparisal in the light of the vast global,
technological, economic and social challenges facing todays companies and countries.
Marketing at its best is about value creation and raising the worlds living standards. Todays
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
customers 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
Decisions
Product
Choice
Brand
Choice
Dealer
choice
Purchasing
Timing
MODEL OF CONSUMER BEHAVIOUR
Purchasing
Amount
Consumer
Marketing Other stimuli
Consumer
Characteristics Decision
stimuli
Cultural
Process
Problem
recognition
Product
Economic
Social
Information
Price
Technological
Personal
Search
Place
Political
Psychological
Evaluation
Promotion cultural
Decision
post
Purchase
Behavior.
DETAILED MODEL OF
FACTORS INFLUENCING CONSUMER BEHAVIOR
Cultural
Factors
Culture
Social
Factors
Referenc Personal
e groups Factors
Sub
Culture
Family
Social
Class
Roles &
Status
Age and
Life Cycle
Occupatio
n
Economic
Circumsta
nces
Lifestyle
Personalit
y and Self
Concept
Psycholo
gical
Factors
Motivatio
n
Perceptio
Buyers
n
Learning
Beliefs
and
Attitudes
CULTURAL FACTORS:
RESEARCH METHODOLOGY
The survey technique is intended to secure one or more items of
information from a sample of respondents who are representatives of a larger
group. The information is recorded on a form known as questionnaire. As data
are gathered by asking questions from persons who are believed to have desired
information, the method is known as questionnaire technique.
REASONS FOR WIDE USE OF THIS METHOD:
It can secure both quantitative and qualitative information directly from
the respondents.
It is the only method of directly measuring attitudes and motivations.
It is quite flexible in terms of the types of data to be saaembled, the
method of collection or the timing of research.
Meaning of Research
According to D. Slessinger and M. Stephenson in the Encyclopedia of
social sciences define research as the manipulation of things, concepts or
symbols for the purpose of generalizing to extend, correct or verify knowledge,
whether that knowledge aids in construction of theory or in the practice of an
art.
TYPES OF RESEARCH
1.
2.
Exploratory Research,
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 project, information pertaining to customer needs satisfaction and
their demographic profile was collected; hence it is a descriptive research.
1)
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. Questionnaires: It is the set of questions on a sheet of paper was being
given to the of fill it, bases on which the data was interpreted.
2) 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 collected, because it is already been collected and part in
an elderly manner by some researcher, 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.
3)
Sample size:
By using judgment random sampling technique 100 respondents are
selected for the purpose of the study.
4)
Period of study:
The study is undertaken in the duration of 34 days.
5)
Research approach:
The survey method was adopted for collected the primary data.
Survey research is systematic gathering of data from respondent through
questionnaire.
6)
Research instrument:
The data for this research study was collected by survey technic using
interview method guided by questionnaire.
7) Collection of Data:
Questionnaire and personal interviews are the methods that I have
used for collecting the data.
SCOPE OF THE STUDY
Big Bazaar as six branches in Hyderabad. My scope is limitation to one
Branch (KACHIGUDA). The scope of the study is to identify the consumer
behavior towards Big Bazaar. It is aimed at enlightening the company about
different steps to be taken up to increase the share of Big Bazaar with regard
other competitors and also to make the company to provide better customer
services.
The scope of the study is only confined to the area covered under
Hyderabad and only confined in studying about the consumer behavior towads
Big Bazaar.
LIMITATIONS:
Time has been a major constraint throughout the study as it has been only
for duration of 2 months.
As this survey was restricted to Hyderabad this cannot be stated as an in
depth research on this subject.
Enough care is taken in formulating the questionnaire, still some errors
may creep in.
REVIEW OF LITERATURE
1.Need
recognition
5.Purchase
evaluation
4.Purchase
decision
2. Information
search
3. Evaluation of
alternatives
Problem recognition you realize that something is not as it should be. Perhaps,
for example, your car is getting more difficult to start and is not accelerating
well. Information search- what are some alternative ways of solving the
problem? You might buy a new car, buy a used car, take your car in for repair,
ride the bus, ride a taxi, or ride a skateboard to work.
A customer can obtain information from several sources:
Personal sources: family, friends, neighbors etc.
Commercial sources: advertising, sales forces retailers, dealers,
Packaging, point-of sale displays.
Public sources: news papers, radio, television, consumer organizations,
special magazines.
Experimental sources: handling, examining, using the product
decision maker may have to make a substitution if the desired brand is not in
stock, the purchaser may disregard institutions (by error or deliberately).
BUYER BEHAVIOUR CULTURAL FACTORS
Cultural factors have a significant impact on customer behavior. Cultural
is the most basic cause of a persons wants and behavior. Growing up, children
learn basic values, perception and wants from the family and other important
group. Marketing are always trying to spot cultural shift which might point to
new products that might be wanted by customer or to increased demand. For
example, the cultural shift towards greater concern about health and fitness has
created opportunities (and now industries) servicing customers who wish to buy:
Low calorie foods
Health club memberships
Exercise equipment
Activity or health- related holidays etc.
Similarly the increased desire for leisure time has resulted in increased
demand for convenience product and service such as microwave ovens, ready
meals and direct marketing service businesses such as telephone banking and
insurance.
Each culture contains sub-cultures groups of people with shared values. Subcultures can include nationalities, religions, racial groups, or group of people
sharing the same geographical location. Sometimes a sub-culture will create a
substantial and distinctive market segment of its own.
BUYER BEHAVIOUR SOCIAL FACTORS:
LOW INVOLVEMENT
Personal
Social
Cultural
Reference
Culture
groups
Sub culture
Family
Social culture
Roles and
status
Psychologic
al
Motivation
Occupation
Buyers
Perception
Learning
Economic
situation
Beliefs and
attitudes
Life style
CULTURAL FACTORS
Personality
& self
concept
SOCIAL FACTORS
A consumers behavior also is influenced by social factors, such as the
consumers small groups, family, and social roles and status.
Groups
Two or more people who interact or accomplish individual or mutual
goals.
Family
A family is a domestic group of people, or a number of domestic groups
linked through descent (demonstrated or stipulated) from blood relation,
marriage or adoption.
Roles and status
A person belongs to many groups- family, clubs, organisations. The
persons position in each group can be defined in terms of both role and status.
PERSONAL FACTORS
A buyers decisions also are influenced by personal characteristics such as
the buyers age and life cycle stage, Occupation, economic situation, lifestyle,
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.
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 think, feel, rason, and select between
different alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, 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 example, by understanding that a number of
different messages compete for our potential customers attention, we learn that
to be effective, advertisements must usually be repeated extensively. We also
learn that consumers will sometimes be persuaded more by logical arguments,
but at other times will be persuaded more by emotional or symbolic appeals. By
understanding the consumer, we will be able to make a more informed decision
as to which strategy to employ.
INDUSTRY PROFILE
COMPANY PROFILE
INDUSTRY JPROFILE
Retail industry largest industry, accounting for are 10% of the countrys
GDP and around 8% of the employment retail industry in India is at the cross
roads. It has emerged as one of the most dynamic and fast paced industry with
several players entering the market, but because of the heave intial investment
required break even is difficult to achieve and many of these players have not
tasted success so far.
Growth
domesti
c
product
$973billi
on
Governme
nt
spending
$108
billion
(11%)
Private
final
consumpti
on
Expenditu
re
$592billi
on (60%)
Capital
Formation
$273
billion
(29%)
(2922
Consumption
spending
$350 billion
The $ 350 billion consumption spending provides the single biggest business
opportunities in India and is divided into sa,e key categories led by food, fashion
and home products
Fashion
Accessori
es 5.5%
$225b
Fashion
Accessori
es 5.5%
$225b
Consume
r Durable
4%
$14b
Fashion
Accessori
es 5.5%
$225b
Fashion
Accessori
es 5.5%
$225b
Fashion
Accessori
es 5.5%
$225b
Fashion
Accessori
es 5.5%
$225b
Furniture
3.4%
$12b
Fashion
Accessori
es 5.5%
$225b
Fashion
Accessori
es 5.5%
$225b
COMPANY PROFILE
Pantaloon Retail (India) Limited, is Indias leading retailer that operates
multiple retai formats in both the value and lifestyle segment of the Indian
consumer market. Headquartered in Mumbai (Bombay), the company operates
over 12 million square feet of retail, has over 10000 stores across 71 cities in
India and employs over 30,000 people.
The companys leading formats include pantaloons, a chain of fashion
outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a
supermarket chain, blends the look, touch and feel of Indian bazaars with aspects
of modern retail choice, convenience and quality and central, a chain of seamless
destination malls. Some of its formats include brand factory, blue sky, all top 10
stars and sitara. The company also operates an online portal, futurebazaar.com.
A subsidiary company, Home solutions Retail (India)limited, operate
Home Town, a large format home solutions store, collection I, selling home
furniture products and e-zone focused on catering to the consumer electronics
segment.
Pantaloon Retail was recently awarded the international retailer of the
year 2007 by the US based National Retail Federation (NRF) and the
Emerging market retailer of the year 2007 at the world retain congress held in
Barcelona.
Pantaloon Retail is the flagship company of Future Group, a business
group.
Catering to the entire Indian consumption space.
Guaranteed Delivery
Future bazaar guarantees to deliver the exact product you selected,
without defects. In case you have received a different product, or if the
product was damaged in transit, 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
delays, we wil contact you and update you about the status.
Secure Payments
We are committed to encuring that no payment misuse happens, so
we work with bank and payment gateways to ensure that your information is
protected. Payments are protected both by us and by the policies of your
bank, and the chances of fraud in these channels are actually very low.
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. moreover, being part
of Indias largest retail company with a presence all over India, we are
omnipresent.
Our simple 15-Days Return Policy No questions asked!
If you have purchased something at FutureBazaar.com ad the
product did not meet your expectations or does not fit your needs, then you
can return the product to us, no questions asked, as long as it is in its
original packaging and accompanied by its invoice. Just contact our
Customer Care and well arrange to pick up the product from your home
simple.
Prompt Customer Support
Our Customer Care is manned by dedicated personnel, 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 end, 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 us, your
call is being taken seriously.
Values:
o Indian ness: Confidence in ourselves.
o Leadership: To be a leader, 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 ideas, knowledge and
information.
o Valuing and Nurturing Relationships: To build long term
relationships.
o Simplicity & positivity: Simplicity and positivity in our thought,
business and action.
o Adaptability: To be flexible and adaptable, 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
The Indian economy is once again at the centre of the global attention.
As domestic consumption drives economic growth in India, Future Group hopes
to play a pivotal role in bringing back the Sone Ki Chidiya.
Future Ventures:
Future Ventures, seeks to promote and participate in innovative and emerging
business ventures in India. The company intends to play a role in powering
entrepreneurship, by promoting or participating in diverse business activities,
primarily in consumption-led sectors in the country, which it defines as sectors
whose growth and development will be determined primarily by the growing
purchasing power of Indian consumers and their changing tastes, lifestyle and
spending habits.
The company will also participate in businesses where it exercises control or
influence, and can add value as active shareholders, by utilizing the experience
and knowledge of the Future Group, and specifically its parent, pantaloon Retail
ltd.
Pantaloons Kishore Biyani has become Indias largest retailer, but still
has several aces up his John Miller shirtsleeves.
In Indias chaotic markets, Ishore Biyani is the unchalleged king of
retail. He has the knack of catchings rivals off-guard and striking where it hurts
most.
And now that hes set himself the task of tetaining control of the largest
retail space in the country, he wont let anyone suppliers or international
promoters included catch him slacking.
The latest to face the wrat of the 43-year-old is South African hyper
market Shoprite, which opened shop in Mumbai (images) last month through a
franchise agreement with local company Normal Lifestyle.
The hypermarket began retailing products from big boys Nestle (Get
Quote), Unilever and Procter & Gamble at consumer discounts of 20-30 percent,
loweer than even Biyanis his Big Bazaar Stores.
Instead of chewing his nails, Biyani turmed confrontationist, asking why
the multinationals were offering Shoprite better prices, even withdrawing Nestle
products from his stores when the company did not respond.
Two days later the Nestle products were back, but not before the
company had clarified its stance. Says Biyani, shoprite is involved in predatory
pricing. There are rules against this in every part of the world.
But as a result of his tough stance, the three MNCs have asked Shoprite
to roll back the offers or face withdrawal of supplies, he says.
and he was proved right when the Kolkata Pantaloon store became a raging
success and Biyani stepped on to the turf as a super retailer.
Other professionals have wondered where Biyani picked up the tricks of
the retailing trade. Some has learned from his own mistakes, he admits. Others
he picked up from the big boys of international retail.
I read every book on Sam Walton, Macys, Marks & Spencer and
management gurus like Tom Peters whose book Reimagine impressed me.
Even now he reads a management book every fortnight Stephen Covey, Robert
Kaplanor James Collins.
But unusual as it might seem, he also made it a point to stay away from
these stores. The reason: by going to a Wal-Mart or a Macys, you could get
overwhelmed into thinking that was the best model and stop learning, he says.
DATA ANALYSIS
INTERPRETATIONS
No. of Customers
80
12
4
4
100
Percentage (%)
80
12
4
4
100
IN
TERPRETATION:
From the above study 80% of respondents from Advertisement, 12% of
respondents from Colleagues and 4% of respondents from Friends/Relatives
Remaining 4% of respondents from others.
Q2. How frequently do you visit Big Bizaar?
Particulars
No. of Customers
Percentage (%)
Once in a week
30
30
Twice in a week
43
43
15
15
Once in a month
12
12
Total
100
100
INTERPRETATION:
From the above study,30% of respondents from once in a week, 43% of
respondents from twice in a week and 15% of respondents from every 15 days
Remaining 12% of respondents from every month.
No. of respondents
71
19
10
100
Percentage (%)
71
19
10
100
INTERPRETATION:
From the above table we can conclude that the major numbers of
respondents of 71% personal usage, 19% to gift and remaining 10% any other.
No. of respondents
25
33
14
18
10
Percentage
25
33
14
18
10
Total
100
100
INTERPRITATION:
From the above study 25% of respondents from Food items, 33% of
respondents from Clothes and 14% of respondents from Electronics 18% of
respondents from furniture and 10% others.
Q5. You prefer to go in Big bazaar with?
particulars
Family members
Spouse
Friends
Others
Total
No. of respondents
28
13
55
4
100
Percentage (%)
28
13
55
4
100
INTERPRETATION:
From the above study 28% of respondents from Family, 13% of
respondents from Spouse and 55% of respondents from Friends and remaining
4% are others.
No. of respondents
72
15
12
1
100
Percentage (%)
72
15
12
1
100
INTERPRETATION:
From the survey it is observed the 72% of respondents for Big Bazaar, 15% of
respondents for Spencer, 12% of respondents for City central and only 1% of
respondents are hyd central.
No. of Respondents
10
78
12
0
100
Percentage (%)
10
78
12
0
100
INTERPRETATION
From the study it is observed that 10% of respondents for Good
satisfaction over products, 78% of respondents for Reasonable prices, 12% of
respondents for More offers.
No. of Respondents
09
21
36
34
100
Percentage (%)
09
21
36
34
100
INTERPRETATION:
From the above study 09% of respondents from Expensive, 21%
of respondents from Competitive and 36% of respondents from
Affordable 34% of respondents from Reasonable.
No. of respondents
16
21
36
27
100
Percentage
16
21
36
27
100
INTERPRETATION:
From the above study 16% of respondents from Availability of adequate
stock, 21% of respondents from Convenience of location and timing, and 36%
of respondents from offers and discounts, 27% of respondents from variety of
products.
10. what more facility would you like to get at Big Bazaar?
facilities
Membership card
Discount card
Free parking offers
Lucky draw
Total
No. of respondents
18
53
9
20
100
Percentage (%)
18
53
9
20
100
INTERPRETATION:
From the data specified, 18% of customers are interested in membership
card, whereas 9% are interested in parking offers, 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 Big Bazaar.
Q11. How often do you ask for Assistance from store staff in selecting you
purchase?
particulars
Almost always
Frequently
Sometimes
Never
total
No. of respondents
22
30
40
8
100
Percentage (%)
22
30
40
8
100
INTERPRETATION:
From the above data, we decide that 22% of the customers take
assistance from staff always, whereas 30% take help frequently, 40% have take
assistance sometimes, and 8% will not depend on others. From the collected
data, we can say that the manority of the customers take assistance from the
store staff sometimes.
Q12. How is your overall experience in Big Bazaar?
particulars
Excellent
Good
Poor
Total
No. of respondents
63
27
10
100
Percentage (%)
63
27
10
100
INTERPRETATION:
From the above data, we decide that 63%of the customers overall experience in
Big Bazaar is excellent, 27% of the customers overall experience is Good and
only 10% of customers overall experience is poor. From this we can decide that ,
the overall customer satisfaction level is good
No. of respondents
85
12
3
100
Percentage (%)
85
12
3
100
INTERPRETATION:
From the above table we can conclude that the major numbers of
respondents 85% of the respondents say sure, 12% of the respondents say May
be, 3% of the respondents say Never.
No. of respondents
85
15
100
Percentage (%)
85
15
100
INTERPRETATION:
From the above table we can conclude that the major numbers of
respondents Yes, 85%, which comprises of 15% of the No.
Q15. How do you suggest to Big Bazaar Management to making present Big
Bazaar to more attractive?
Particulars
To maintain quality products
Reasonable prices
Giving more offers and discounts
convenience
Total
No. of respondents
45
25
25
5
100
Percentage (%)
45
25
25
5
100
INTERPRETATION:
From the study it is observed that 45% of respondents for To maintain
quality products, 25% of respondents Reasonable Prices, 10% of respondents in
Every month, 25% of respondents for Giving more of offers and discounts, 5%
respondents for convenience.
FINDINGS
SUGGESTIONS
From the responses of 100 customers the findings can be listed as:
As per the findings, all are having the awareness of Big Bazaar. We can
say that Big Bazaar have good place in the minds of the customers.
As per the findings 60% of male customers are come to Big Bazaar for
shopping.
The customers who were mainly age guoup of 26- 35 years are shopping
at Big Bazaar.
It has been found that the Majority of the Respondents come to know
about the Big Bazaar through Friends/Relatives References and
Advertisements only. So we can say that the word of mouth and
RECOMMENDATIONS
An attempt has been made to suggest to the Big Bazaar a few measures. These
suggestions have been made within the preview of the data available.
1) The company must go for some more promotional activities rather than
TV, advertisement, hoarding and news papers.
2) The company has to conduct the periodical meetings with customers and
take their valuable suggestions.
3) The company may adopt policy of discounts cards and gifts to customers
while purchasing the products.
4) Innovative efforts must be launched to improve the position through better
marketing strategies.
5) Innovative packaging can give a company an advantage over competitors.
QUESTIONNAIRE
BIBLIOGRAPHY
QUESTIONNAIRE
(The information furnished by the respondent is strictly for Academic purpose only)
Dear Respondent, as a part of research, a survey is taken up to study the
Consumer Behavior towards the Big Bazaar. Kindly provide the following
information.
Name:
Location:
Age:
Occupation:
Gender M/F:
Education;
Advertisement
Colleagues references
Friends/relatives references
Any other specify
Once in a week
Twice in a week
Once in every 15 days
Once in a month
Food items
Clothes
Electronics
Any other pl. Specify
Family members
Spouse
Friends
Others
Big bazaar
Spencer
City central
Hyd central
Expensive
Competitive
Affordable
Reasonable
a)
b)
c)
d)
Q10) What more facility would you like to get at Big Bazaar?
a)
b)
c)
d)
Membership Card
Discount Card
Free packing Offers
Lucky draw Offer
Q11) How often do you ask for Assistance from store staff in selecting your
Purchase?
a)
b)
c)
d)
Almost Always
Frequently
Sometimes
Never
Consumer Behavior:
David L. Loudon
Principles of Marketing:
Philip Kotler
Marketing Management:
Philip Kotler
Websites:
www.consumerbehavior.com
www.bigbazaar.com
www.panthalone.com
www.futuregroup.com