OBJECTIVES & SCOPE OF THE STUDY

Objective:-

To analyze consumer behavior towards consumption of fast food.

Scope of the project:-

The market survey has done in fast food restaurants; this project is useful for the
better understanding of the consumer behavior. The project encompasses the various
behavior of customer, their pre and post behavior when they eat. There is also overview
of the consumers attraction towards fast food restaurants, mostly consumer
perceptions are changing and most of the consumer now prefers to eat in fast food
restaurant. The project work involves specific guidelines for the restaurant and helps the
restaurants to understand better the consumer behavior in fast food restaurants.

Company profile

1. INTRODUCTION TO INDUSTRY
Overview
In India when a customer needs something for home, a typical thought is to seek it from
the bazaar. A bazaar is a place where a complete range of product is always available
to the consumer. This is true all over India. As the store would offer a large mix of
products at a discounted price, the name big bazaar was finalized. That is how the store
design was finalized. The store should on one hand provide the customer the look and
feel of a bazaar and on the other hand should provide them a shopping experience.

The store design and layout tells a customer what the store is all about. It is a very
strong tool in the hands of the retailer for communicating and creating the image of the
store in mind of the customer. The design and layout of the store are a means of
communicating the image of the retail store. The primary consideration that a retailer
takes into account while choosing the look of his store is his target audience, their need
and their buying behavior, secondly the merchandise that he is going to sell.

OMR big bazaar (super center and hypermarket) is a 7floor building comprising of 13
home line of business, 4 joint venture with (Lee cooper, Loot mart, Dollar store, Navras
gold jewelry, sports) and few shop in shop. OMR big bazaar is the Indias biggest big
bazaar with a 12000 per sq. feet sales. It comprises of built up area of 126655 sq. feet
and retail area of 65043 sq feet with average footfalls of 7000 customers per day. Big
bazaar is coming up of with more shop in shop so that they can cater to the needs of
diverse culture of customers coming to the store. Customer coming to big bazaar can
shop, eat and entertain themselves under one roof.
2

As customers tastes and preferences are changing, the market scenario is also
changing from time to time. Todays market scenario is very different from that of the
market scenario before 1990. There have been many factors responsible for the
changing market scenario. It is the changing tastes and preference of customer which
has bought in a change in the market. Income level of the people has changed; life
styles and social class of people have completely changed now than that of olden days.
There has been a shift in the market demand in todays world. Technology is one of the
major factors which is responsible for this paradigm shift in the mark. New generation
people are no more dependent on haat market and far off departmental stores. Today
we can see a new era in market with the opening up of many departmental stores,
hyper market, shoppers stop, malls, branded retail outlets and specialty stores. In
todays world shopping is not any more tiresome work rather its a pleasant outing
phenomenon now.

My study is based on a survey done on customers of a hypermarket named big bazaar.

Big bazaar is a new type of market which came into existence in India since 1994. It is a
type of market where various kinds of products are available under one roof. My study is
on determining the customers buying behavior of customers in big bazaar and the
satisfaction level of customers in big bazaar. My study will find out the current status of
big bazaar and determine where it stands in the current market.
This market field survey will help in knowing the present customers tastes and
preferences. It will help me in estimating the customers future needs , wants &
demands.

Theoretical Perspective
Retailing
3

The Indian consumer could well be crowned King with all economic indicators in the
right place. Queuing up for the coronation ceremony are a multitude of global
companies that are looking at India as the next consumer market powerhouse. And it
seems to be the retail sector that will give the desi consumer royal status.

In this study I will try to find out the present scenario of retail market in India. This
project will give focus on the global scene to retail industry and what will drive the
growth of industry in the future.

Retailing is the final step in the distribution of merchandise, the last link in supply chain
connecting the bulk procedures of commodities to the final consumers.

Retailing in India is thoroughly unorganized. There is no supply chain management

perspective. According to a survey b y AT Kearney, an overwhelming proportion of the
Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000 crore
segment of the market is organized.
From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to Rs.
160,000 crore by 2005. The TOTAL retail market, however, as indicated above will grow
20 per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore by 2005

A study by McKinsey points out that India's market for consumer goods can reach a w
$450 billion by 2011 - making it one of the five largest in the world. Further, KPMG in a
recent report titled `Consumer Markets in India - the next big thing?' has said: "India
represents an economic opportunity on a massive scale, both as a global base and a
domestic market." The report, however, finds that the next leap in the growth of the
consumer market will be spearheaded by the changing dynamics of the retail sector.
"Companies expect that the next cycle of change in Indian consumer markets will be the
4

arrival of foreign players in consumer retailing. Although FDI remains highly restricted in
retailing, most companies believe that will not be for long," says Deepankar Sanwalka,
Executive Director and Head - Consumer Markets, KPMG India.
FDI in retail has once again begun to appear imminent following Prime Minister
Manmohan Singh's recent interview to McKinsey, in which he expressed confidence that
he would be able to get the Left parties on board on the matter. KPMG is in fact going
ahead with its plans to conduct a series of five roadshows in the US and a few countries
in Europe to hold discussions about the opportunities in India's consumer markets,
especially in retail. And the numbers do lend credence to the enthusiasm.
The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the
retail market in India will grow from $394 billion in 2005 to $608.9 billion in 2009. In fact,
KPMG finds that the organized retail sector in India is expected to grow at a higher rate
than GDP growth in the next five years, driven by changing lifestyles, strong income
growth and favorable demographic patterns. According to EIU, India currently has more
than five million retails outlets, out of which 96 per cent are smaller than 500 sq. ft. But
this scenario is changing fast. The structure of retailing is developing rapidly with malls
becoming increasingly common in large cities, and development plans being projected
at 150 new shopping malls by 2008.

Emerging trends in organized retailing

Over the last five years, a number of large business groups such as Tatas, RPG,
Rahejas and Piramals has set up stores/malls and built businesses within retail. These
include the Rs1.9bn Food World - a leading supermarket chain set up by RPG; the
Rahejas Rs1.8bn Shoppers Stop - a multi-brand departmental outlet and the
Crossroads Mall set up by the Piramals. While many of these initiatives were initially
driven by the need to use existing real estate, they are beginning to assume the
contours of a serious business today.
5

Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel
retail to grocery and convenience stores. Suitability of location, optimal utilization of real
estate, diversifying business to reduce reliance on the commodity nature of fuel retail
business and improve margins are the key factors that has lead fuel majors to
enter into the retailing.

Also, existing family owned businesses are expanding their businesses. The more
successful of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year
old Chennai based chain selling consumer durables and Narulas - the food chain in
North India.

Interestingly, manufacturers are also looking for forward integration and are building
chains around brands. Brands in apparel, footwear and durables have driven the growth
of specialty chains and upgraded existing multi-brand outlet.

Theme for a mall

Although the retail sector in India highly fragmented and consists predominantly of
small, independent, owner-managed shops, it happens to be the country's second
largest employer after agriculture. The country is currently witnessing a boom in
retailing, thanks mainly on account of an increase in the disposable incomes of
middle and upper-middle class households.
More and more corporate houses, including large real estate companies, are now
entering the retail business directly or indirectly. One sign of the modernization of Indian
retailing is the rapid growth in the number of speciality malls and theme malls. The
Piramals, Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens, Omaxe and mega
retailers like Crosswords, Shopper's Stop and Pantaloon have taken the lead in
organised retailing.
6

Emergence of specialty retailing

Though organised retailing is still at a nascent stage - accounting for only around two
per cent of the $180 billion retail market in India - it is likely to touch 10 per cent by
the end of this decade. Four product categories have led the organised retailing
wave: foods, apparel, lifestyle products, consumer durables and electronics. In
recent times, several theme malls such as Gold Souk (jewellery malls), Wedding
Mall, Electronic Mall, Auto Mall, etc catering to specific needs and occasions have
been completed or announced.
Many top developers are now toying with the idea of developing speciality malls.
Speciality malls are already a success in the West, whereas the concept is in its infancy
in India. One could venture so far as to say specialty and theme based retailing will
drive the growth of organized retailing in India.
ORGAINSED RETAILING
Organised retailing got a leg up during 2004 with the opening of new format stores,
rapid growth of existing players, start-up of new-generation shopping malls, the
Government's intention of allowing a certain level of foreign direct investment in retail
and the formation of a retailers' association. With consumer sentiment positive during
most of 2004, it led to substantial spending across a number of categories such as
consumer durables, clothing and lifestyle, automobiles and telecom products. At the
beginning of this decade, organised retailing accounted for a mere $2.9 billion in India.
This is only 1.25 per cent of the estimated total retail market. This share has already
grown to 2 per cent.Growth projections for retail business vary widely. Some studies
estimate that by 2007, the share of organised retail in the retail pie will jump three times
to reach 5-6 per cent.
Retail in India largest industry accounting for over 10% of the country GDP and around
8% of the employment. Retail industry in India is at the cross road. It has emerged as
one of the most dynamic and fast paced industries with several players entering the
7

market. The future is promising the market is growing government policies are
becoming more favorable and emerging technology and facilitating operations.
Some key facts retail in India largest industry accounting for over 10% of the country
GDP and around 8% of the employment.
The market size of Indian retail industry is about US $ 312 billion.

There are many promotional activities done in the store to promote the in house brands.
These activities are usually performed on big days in the week like Sundays, Saturday
and Wednesday. The activities done are fashion show to promote fashion @ big bazaar.
Fashion show was conducted in the exterior of the store by models that performed on
the ramp wearing big bazaar clothing. Other activities are small games such as quiz
contest, fashion show, etc. are been played to entertain customers and on the same
front promote their products.

1.1 Exterior store design:

Many a times it is the exterior look of the store that draws the customers to the store.
The factors that are considered in designing the exterior of the store are:

Site it.

Facilities like parking and ease of access.

The architecture of the building.

The display space.

The health and safety measures i.e. the security guards.

Exterior of the store is attractive and inviting. It highlights the seasonal attraction of
different sections with the help of huge hoardings.
Parking is design according to the convenience of the customer as customers have
entries close to the Parking spaces for both Two and Four Wheelers.
8

Customers have proper places to put their luggage while entering the store, proper
security feature are provided to give them a feeling of safety and wellbeing. Small
eateries and Snacks shop are there for the customers in wait and for those who wants
to pass their time.

1.2 Interior store design:

Interior store design is a function of the aesthetic within the store, the merchandise sold
within and the space used for the same and the overall layout of the store. The factors
that affect the interior store design are:

Space planning i.e. location of various departments, location of various products in the
department (plan gram), relation of space to profitability

Lighting scheme has to be decided on the product that is displayed.

Graphics and signage in the store provide information about the product, location,
facilities etc. in the store.

Overall format of the store, look, feel, colure scheme are decided to give a Bazaar look
where the Target Customer can have a feeling of having convenient and valued
shopping Experience.

For the convenient movement of the customers in the store there are escalators and
lifts. The store layout is such that when one reaches at a particular level he /she can get
9

an overall picture of the floor in a single view. Proper spacing is provided for fixtures,
walking area and Highlights like Boards and Signages are provided in each section.

Every section is arranged in accordance to a preplanned theme for each Season and
Shopping Festival. These themes have a same kind of patter or look such that different
sections are connected in accordance with the buying behavior of the customer.
The floor arrangements are planned to suit the buying need and convenience of the
customers like grocery, food and FMCG products (daily necessities) are kept on the
ground floor as no customer will go to the 5 th floor to buy vegetables. Thus the store
designs are according to this plan.

Comfortable ambience is created with the help soothing music. Proper ventilation and
lights add to the shopping experience at OMR big bazaar. Attractive schemes and
discounts on different products on different levels are announced at regular intervals at
every floor to attract customers.

Proper fixtures are used to store and display the merchandise. The fixtures used are
flexible enough that its size can be changed or can be shifted inside the store as per
convenience.
Big Bazaar is not just another hypermarket. It caters to every need of your family.
Where Big Bazaar scores over other stores is its value for money proposition for the
Indian customers.
At Big Bazaar, you will definitely get the best products at the best prices - thats what
we guarantee. With the ever increasing array of private labels, it has opened the doors
into the world of fashion and general merchandise including home furnishings, utensils,
crockery, cutlery, sports goods and much more at prices that will surprise you. And this
10

is just the beginning. Big Bazaar plans to add much more to complete your shopping
experience.
It is chain of shopping malls in India currently with 31 outlet owned by Kishore
BiyanisPantaloon Group.
Big bazaar is not just another hypermarket.
It provides the best products at the best price.
It reflects the look and feel of Indian bazaars at their modern outlets .
All over India, Big Bazaar attracts a few thousand customers on any regular day.
1.3 Target Audience:
Big Bazaar targets higher and middle class customers.
The large and growing young working population is a preferred customer
segment.
Big Bazaar specifically targets working women and home makers who are the
primary decision makers.

1.4 Features of Big Bazaar,

In Big Bazaar, OMR following features are there:
1. OMR outlet focuses on all classes.
2. It is a one-stop shop, anything and everything which is in the market is present
here.
3. Gaming section F.123 is there which cannot be found in all outlets
4. Unisex salon Star N Sitara is there.
11

5. The food court is there where one can have refreshments and relax.
6. Lifts are there for convenience.
7. Photo section is there on the ground floor where one can take out prints in
different ways
Sales promotion
Sales promotion is any initiative undertaken by an organization to promote an increase
in sales, usage or trial of a product or service (i.e. initiatives that are not
Covered by the other elements of the marketing communications or promotions mix).
Sales promotions are varied. Often they are original and creative, and hence a
comprehensive list of all available techniques is virtually impossible (since original sales
promotions are launched daily!). Here are some examples of popular sales promotions
activities:

THEORETICAL BACKGROUND

Retailing is the most active and attractive sector selling goods or services directly to
final of the last decade. While the retailing industry consumers for personal, non
business use itself has been present through history in our country, it is in the recent
past it has witnessed so mush dynamism
12

Retailing one of the largest sectors in the global economy is going through a transition
phase not only in India but the world over.
The study of any subject is made easier by examining it in an organized fashion. There
are three classes of variables involved in understanding consumer behavior, stimulus,
response and intervening variables. Stimulus variables, such as advertisement,
products and hunger pangs exist in both the individuals external and internal
environment. These generate sensory inputs to consumers. Responses variables are
the resulting mental and/or physical reactions of individual who are influenced by
stimulus variables. For ex: - purchasing a product or forming attitudes about it could be
viewed as responses variables.
Many of the variables affecting consumer (such as personality, learning, and
perceptions of external situations, motives, and so forth) cannot be directly observed
therefore, those who want to learn about the variables affecting consumer must often
make inference to determine the extent to which a given variable is having an influnce
The study of consumer behavior can also be quite complex, because of the many
variables involved and their throw the variables, tendency to interact with and influence
each other. Models of consumer behavior have been developed as a means of dealing.
With this complexity. Models can help organize out thinking about consumers into a
coherent into a coherent whole by identifying relevant variables, describing their basic
characteristics, and specifying how the variables relate to each other.

Consumer decisions Process

This process consists of the decision process regarding products and services. The
major steps in this process are shown as problem recognition, information search and
evaluation, purchasing processes, and post purchase behavior. Problem recognition
occurs when the consumer is activated by awareness of sufficient difference her actual
affairs and her concept of the ideal situation. This can occurs through activation of a
motive such as hunger, by confronting some external stimulus such as an
13

advertisement, or by being effected by additional variables such as social or situational

influences.
Internal search a quick and largely unconscious review of memory for stored
information and experiences regarding the problem. The information is in the form of
belief and attitudes that have influenced the consumers preference towards bands.
Often such a review results in recognizing a strong brand preference, and a routine
purchase occurs. However if an internal search does not provide sufficient information
about products, or how to evaluate them, the consumer continues with a more involved
external search for information. This result exposure to numerous informational inputs
called stimuli, which can arise from a variety of sources, including advertisement,
printed products reviews, and comments from friends.
Any informational stimuli are subjected to information-processing activities, which the
consumer uses to derive meaning from stimuli. The process Involves allocating
attention to available stimuli deriving meaning form these stimuli and holding this
meaning in what is termed in what is termed short term memory where it can be
retained briefly to allow further processing.

Indian retail market scenario

The financial year 2005-06 saw India ride high on the waves of a booming economy.
The BSE sensex scaled new heights by crossing the 1200 points mark early that year.
The GDP growth for 2005-06 was about 8.4 % while foreign reserves had crossed the
US$ 165 billion mark. India had shed its tag of a third world country and is being hailed
as one of the most rapidly emerging markets and a popular investment destination.

14

Between the affluent and the middle class has reduced dramatically. The Indian middle
class is expected to grow from its current share of 22 % to 32 % of the total population
by 2010 over the last few years retail has become one of the fastest growing sector in
the Indian economy. Retail in India is currently estimated to be a $230 billion industry of
which organized retail 3 % or roughly $ 7 billion. At keamey has identified India as the
leading retail destination in their annual list of most attractive countries for international
retail expansion (Global retail development index 2006). Organized retail is expected to
grow at the rate of 25-30% per annum and is projected to attain a size of $23 billion by
2010.
The booming services sector in India has fueled the growth of a new class of consumer
the single urban youth whose expenses are typically independent of family compulsion.
As observed globally the steady climb in lifestyle and leisure goods is essentially due to
disposable income of this class of consumers. Over the last one year salaries have
increased by approximately 15-20%. The divide
The government has allowed foreign direct investment in real estate since early 2005.
This has led to increased foreign interest and has encouraged joint ventures between
Indian and foreign developer. Considering the vast potential in the retail business 51%
FDI in single brand retailing has also been allowed recently. This move is anticipated to
attract foreign investment technology global best practices and cater to the demand for
high quality branded goods in India.

Corollary to the real estate growth retail boom too has percolated to the tier-2 and tier-3
cities of India of the total 361 mail projects currently underway in India 227 are in the top
7 cities while the rest 134 are distributed over various tier-2 tier3 cities. These statistics
reveal the far reaching effect of positive macro trends
In changing the consumer preferences and shifting mindsets towards organized retail
experience besides new malls close to 35 hypermarket 325 large department stores
and over 10000 new outlets are also under development. Growth in rural population and
15

increase in agricultural incomes also offers considerable scope for innovative retail
formats.
Indias vast middle class and its virtually untapped retail industry are key attraction for
global retail giants wanting to enter new markets. As India continues to get strongly
integrated with global policies the retail sector is bound to grow manifold in the years to
come. The depth of the Indian market and the variations of the consumer profile portend
a bright future for the sustained growth of the Indian retail sector.

Current scenario
Pune has been experiencing a retail boom since the last 2-3 years in 2005
approximately 1.25 mm. sq. ft of new retail space was added to Pune real estate
market. This led the current retail stock of the city to grow to 3.5 mm.sq ft growth in
commercial activities and the migrant population of young white collar workers has been
the key driver of real estate boom in the city.
With 23 mall projects in the pipeline the city was expected to have a cumulative retail
slot of approximately 4.5 mn.sq ft by end 2006 and infusion of new retail space over the
next two years the total retail stock in Pune by end 2008 is estimated to be about 8.7
mn sq ft.

The city has been witnessing an interesting trend of movie screens being located in
large format mall developments. Another noticeable trend in the retail format is the
advent of specialty mall or niche malls.

Centre locations
The locations where retail developers have flourished traditionally are the high streets of
M .G Road F C road and J. M. road in the central part of the city these markets have a

16

unique mix of local brands along with national and international retailers both are known
to generate substantial revenues along with heavy footfalls.
However the development of malls in the neighboring locations is anticipated to affect
the footfalls of these traditional high streets. A case in point is the presence of magnum
mall (175000 sq. ft.)
In the camp area which has created a pull effect on the consumer stronghold of M. G.
road.nucleus mall (200000 sq ft ) in camp which became operational in 2005 had
shoppers stop take up space for its second outlet in the city. Another large scale project
Pune central a mall by pantaloon retail on bund garden road has food bazaar as its
anchor tenant and caters to the domestic needs of the bulk of the resident population of
central Pune.
These retail market in the central location of the city currently house approximately 1.78
mn.sq.ft of retail stock a new mall fun n travel (100000 sq ft) has been planned in the
bund garden region while two malls ascent (93654 sq ft) And one centre port (1240000
sq ft) are coming up on the university road. These developments are slated to enter the
market sometime in 2007.

Suburban and peripheral location

While the retail markets in camp an bund garden road continue to mature retail sector
activity is increasingly shifting to suburban and peripheral locations of Aundh, Hadpsar
karve road kondhwa and yerwada note wothy mall development sudev axis (350000)
will also be operational in 2007 this micro market is expected to witness a number of
large scale mall developments amounting to approximately 2.3 mn sq ft of new retail
space by 2008.
17

18

RESEARCH METHODOLOGY
Research Methodology ill common parlance refers to a search for knowledge. One can
also define also research as a scientific and systematic research for pertinent
information a specific topic. Research is an art of systematic investigation. Some people
consider research as a movement, a movement to the known to the unknown.

According to Clifford Woody: Research comprises defining and redefining problems, formulating hypothesis or
suggested solutions, collecting, organizing and evaluating data, making deductions mil
reaching conclusion, and at last carefully testing the conclusion to determine whether
they fit the formulating hypothesis.

Marketing research is defined as a systematic gathering and analysis of the data

concern with an objective. The whole activity is divided into various parts and after
compilation of that we reach at certain findings, which enable us to marketing decision.
It involves the diagnosis of information needed and the selection of the relevant and
inter-related variables.

Research Plan: Research Approach: SURVEY METHOD

Primary Source
Primary data consists of original information gathered for specific purpose. The primary
data is collected through questionnaire. The questionnaire is through common
instrument collecting primary collection. I collected the data through questionnaire from
different small eating joints.
19

Research Instrument
The research instruments used for collecting the primary data were the questionnaire.

Questionnaire

The questionnaire was carefully developed tested and debugged before they were
administered on a large scale. Each questions contributed to the research objective
here questionnaire is structured types means there are concrete, definite and
predetermined questions.

The questions are presented are exactly same wording and in the same an order to all
respondents. The questionnaire had a mix type of open ended, closed ended and
multiple choice questions. The questions were limited in numbers simple direct and
unbiased technology was adopted.

Data Source:

Primary:
20

The data was collected through questionnaire comprising of 17 questions.

Secondary:

The data was collected through: Books, Magazines, Printed Material Available at
Store

Data Collection Instrument:

Questionnaire

Sampling Procedure:

1. Sample Unit

Consumer visited Small Eating Joints

2. Sample Size

50 Respondents

3. Sampling Method

Random Sampling Method

21

FINDINGS AND OBSERVATIONS

1. Almost every person contacted or interviewed said that he/she has visited malls.
Maximum number of respondents said they are aware of malls.

2. From analysis we found out that most of the people were affected and attracted
with offers and schemes.

3. It has been found out that most of the people in Pune city visit malls for
refreshment and enjoy.

4. Consumers choose malls to stop because they all want variety and brands and
shopping at malls according to the consumers is economic as compared to
shopping at other places.

5. Most of the people who were interviewed by me responded that brand loyal and
most of them stack to the brand they like.

6. Advertising plays a very crucial part in the consumer decision making process.

7. Most of the respondents take on the spot decision of buying different products
because of the various attractive product displays and pretty combination which
the store tries on the mannequins is mostly dependent by the customers, show
that most of the consumers are attracted towards different fancy displays.

22

8. For most of the respondents quality plays a very important role because most of
the respondents said that they want quality products and thats also one reason
for most of the respondents sticking to particular brands.

9. We can also say that location, variety convenience and economical products are
not the only things which attract the customer but there are some other factors
which play a major role in attracting the customers as mentioned.

23

DATA ANALYSIS
Question No. 1
Do you Visit mall?
Do you visit

Yes

No

No. of Respondents (%)

100%

0%

No. of Respondents (in 50

no.)

Interpretation
All the candidates interviewed visited mall.

Question No. 2
With whom you prefer to visit mall?
24

Prefer to visit Friend

Spouse

Colleagues

Alone

of 60%

20%

4%

16%

of 30

10

malls
No.
Respondents
(%)
No.
Respondents
(in no.)

Interpretation
Out of 50 respondents: 60% preferred to visit malls with Friends.
20% preferred to visit malls with their spouse.

Question No. 3
How much time you spend in a mall?
25

Time

spent

on Hour

1-2 hrs

More than 3 hours

of 20%

50%

30%

25

15

visiting
malls
No.

Respondents (%)
No.

of 10

Respondents

(in

no.)

Interpretation
Out of 50 respondents 25 respondents spend approx.1-2 hrs in a mall.
Out of 50 respondents 15 respondents spend approx.more than 3 hrs in mall.
Out of 50 respondents 10 respondents spend approx. less than 1hrs. In mall.

Question No. 4
Does the person with whom you visit mall influence you?
Person who influence

Yes

No
26

No. of Respondents (%)

40%

60%

No. of Respondents (in 20

30

no.)

Interpretation
Humans are social being, different person has different perception and attitude, so they
purchase according to their own need like.

Question No. 5
Do you visit the mall, by advertising influence?
Advertisement Yes

No

Sometime yes
27

Cant say

influence
No.

of 40%

24%

16%

20%

12

10

Respondents
(%)
No.

of 20

Respondents
(in no.)

Interpretation
Out 50 respondents: 20 respondents responded that they come to know things through advertisement.
12 respondents responded that they are not affected by advertisement.
08 respondents responded that sometime yes and sometime they dont know.

Question No. 6
Why do you choose mall for shopping?

28

Choosing
malls

Less

Economical

Brands

Variety

Quality

for time

All

Convenient

under

shopping

one
roof

No.

of 14%

24%

26%

8%

14%

6%

8%

12

13

Respondents
(%)
No.

of 7

Respondents
(in no.)

Interpretation
7 respondents said less time, 12 respondents said its economical, 13
respondents said they get brands.
Question No. 7

Do you go for unplanned (spot Purchases) shopping / Purchases?

29

Unplanned

Yes

No

Cant say

32%

14%

16

purchases or spot
purchases
No.

of 54%

Respondents (%)
No.

of 27

Respondents

(in

numbers)

Interpretation
Out of 50 respondents
54% respondents made unplanned purchases.
32% respondents said they dont make unplanned purchases.
30

 14% respondents said that they were not sure

Question No. 8
Which of the following media you find the ads of any shopping mall?
Mode

of Newspaper

T.V

Radio

Hoardings

Others

50%

10%

8%

2%

25

advertisement
No.

of 30%

Respondents
(%)
No.

of 15

Respondents
(in numbers)

Interpretation
Out of 50 respondents
30% respondents get aware through Newspaper.
25% respondents get aware of the ads through T.V.
10% respondents get aware through Radio channels.
8% respondents get aware through hoardings.
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LIMITATIONS
Time constraint

The allotted time to conduct the survey was 15 days. Therefore it became a bit difficult
to cover the entire city of Pune. However, the key areas were aptly covered.

Availability of data:
Most of the restaurants and eating joints were not in favor of us conducting the survey
inside their premises as it would disturb their customers. Non-willingness of the
respondents to answer the questionnaire was also a hurdle.

Reliability of data:-

Reliability of data always remains a prime concern when humans are surveyed. Moninterest, poor understanding, unclear questions, inability to think instantly and customer
biases creeps in apprehensiveness in the minds of the researcher while tabulating and
analyzing the data.

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CONCLUSION

Consumers behavior is often studied because certain decisions are significantly

affected by their behavior or expected actions. For this reason consumer behavior is
said to be applied discipline.
1. In a general sense, the most important reason for studying consumer behavior is
the significant role it plays in our lives. Much of our time is spent directly in the
market place, eating or engaging in other activities. A large amount of additional
time is spent thinking about products and services, talking to friends about them,
and seeing or hearing advertisements about them. In addition, the goods people
eat and the manner in which they use them significantly influence how they live
their daily lives. These general concerns alone are enough to justify our study of
consumer behavior. However, many seek to understand the behavior of
consumers for what are thought to be more immediate and tangible reasons.

2. The main reason behind this project was to find out the behavior of the consumer
buying behavior while shopping at mall because most of the population surveyed
preferred to shop at malls and how day by day the consumers demands are
increasing and through this project I came to know that what are the various
behavior of a typical customer who shops at mall.

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RECOMMENDATIONS

Customers are becoming price conscious they are having many options in the market
considering the consumer buying behavior the malls and other shopping centers should
take certain definite steps like retaining customers by giving those schemes discounts
and better service.

The trend today has been to combine shopping with various offerings for ex in a mall
apart from shopping a customer enjoys food courts and many others services which
todays modem malls provide.

Shopping has made people spend not just on their requirements of goods to be bought
but to look on the totality of the experience have a quick bite at Mc Donalds in the mall
are let the kids play fun games while one is busy shopping or even taking the family out
to movie and having a dinner ALL UNDER ONE ROOF

The benefits of this totality offering are that many vendors get to have people patronized
their offerings while the shopping experience i.e. being enhanced more business is got
by the stores at the venue. Shopping is no longer a onetime agenda for people. Various
options are opening up.

During the analysis it was found that customers become loyal to few malls and
department stores and visit them often as compared to other. Although it was found all
of them keep approximately same kinds of brands and products and the same pleasing
environment. All this in mind we need to differentiate our mall from others in the city to
build up our own set of customers. It was found that the major problem faced by the
34

customers is the crowed at the cash counter. The life of todays generation has become
very fast. They dont want to wait in a queue for a longer period. Thus we must provide
more cash counters in our mall.
One advantage is that there is only one mall in the city that is magnum mall others are
the department stores. So enhance it and make it better to make it different i.e. by
having special attraction like body spa, Gym in the mall. There should be a provision for
ATMs in the mall too.

35

Annexure
Questionnaire on Consumer shopping behavior in BIG BAZAAR
Hi..!! Please spare some time to fill in this survey. The survey is voluntary and will help
us to gather more information to make our project.

1. Do you visit mall?

a. Yes

b.

No

2. With whom you prefer to visit malls?

a. Friends

b.

spouse

c.

Colleague

d.

Alone

3. How much time do you usually spend in a mall?

a. Hour

b.

1-2 hours

c.

More than 3 hours

4. Does the person with whom you visit mall influence you?
a. Yes

b.

No

5. Do you visit the mall, by advertisement influence?

a. Yes

b.

No

c.

Sometimes yes

d.

Cant say

c.

d.

Variety

6. Why do you choose mall for shopping?

a. Less time
e.

Quality

b.

Economic
f.

Brands

All under one g.

36

Convenience

7. Which of the following media you find the ads of any shopping mall?
a. News

b.

T.V.

c.

Radio

d. Hoardings

8. How frequently do you visit mall?

a. Weekly

b.

Monthly

c.

Occasionally

9. Do you stick to a particular brand?

a. Yes

b.

No

c.

Cant say

10. Why you opt for a particular mall?

a. Quality

b.

Services

c.

Brand name d.

word

mouth
11. Do you go for unplanned (spot) shopping / purchases?
a. Yes

b.

No

c.

Cant say

12. What are the things you would like to list under planned purchases?
a. Apparels b.

Food products

c.

Appliances

d.

Jewwellary

e.

Cosmetics

f.

Health & oral care

g.

Utensils

h.

Grocery

i.

Toy & Gifts

37

of

13. Feed back / Suggestions:..

..
..

Name..
Occupation.
Thanking you

38

Bibliography

Books and magazines:

David L. London & Albert J. Delia Bitta ,Consumer Behavior, Fourth edition

C.R.Kothari , Research methodology (Methods & Technology), Revised Second

edition

Through net surfing:

www.google.com

www.wikipedia.com

www.answers.com

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