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A STUDY ON “

” Towards BIG BAZAAR (MAHESWARI MALL)


KACHIGUDA, HYDERABAD.

A PROJECT REPORT
Submitted in partial fulfillment of the requirement for the
Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION


Project Submitted
To

JAVAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY


ANANTAPUR
Submitted by
K. SIDDAIAH
Reg. No: 09F11E0036
Under the guidance of
Mr. M. MURALI KRISHNA REDDY, MBA.
Associate professor

DEPARTMENT OF MANAGEMENT STUDIES


NARAYANA ENGINEERING COLLEGE, GUDUR.
AFFLIATED TO JNTU, ANANTAPUR
2009 – 2011
Project Completion Certificate

This is to certify that Mr.k.siddaiah (HT.No:09F11E0036) who has been assigned


a project on ”consumer Behaviour towards Bb-Maheswari Mall” from Narayana
Engineering College, Gudur, has successfully completed the above said project on
14.06.2011.

During the course of his project from 14.05.2011 to 18.06.2011his


observation on various assignments on Consumer Behaviour at out Big Bazaar – Family
Center – Maheshwari Mall – Kachiguda are highly recognized and his performance was
satisfactory and taken into consideration for the development of our staff.

Maheedhar R.

Assistant Manager – HR

Future Value Retail Limited


1. Regd. Off : Knowledge House, Shyam Nagar, Off Jogeshwari-Vikhroli Link Road, Jogeshware (East), Mumbai – 400
060.
T : +91 22 30841300 F : +91 22 66442201 www.futuregroup.in

2. Zonal office : 1st Floor Pasadena, 18/1, 10th Main , Ashoka Pillar Road,
Jayanagar 1st Block, Bangalore – 560 011.India T : +91 80 433040000 F : +91 80 26577530 www.pantaloon.com

3. Store Address : Maheswari Parameshwari Towers, Plot No. :4-2-27, Kachiguda X Roads , Hyderabad – 27

DECLARATION
I K.SIDDAIAH hereby declare that the project titled
“ CONSUMER BEHAVIOR towards BIGBAZAAR-MAHESWARI
MALL(Kachiguda ), Hyderabad submitted by me as part of partial fulfillment
for the award of the Masters of Business Administration (MARKETING), at
NARAYANA ENGINEERING COLLEGE, GUDUR, NELLORE (Dt),
JNTU Anantapur is a record of bonafide work done by me.

I also declare that this report has to my knowledge is my own and is


neither submitted to any other university nor published any time before.

Date:

Place: GUDUR
(K.SIDDAIAH)
CERTIFICATION

This is to certify that the Project Report title A STUDY ON

CONSUMER BEHAVIOR towards BIG BAZAAR submitted in partial

fulfillment for the award of MBA Programme of Department of management

studies JNTU- Anantapur, was carried out by K. SIDDAIAH under my

guidance. This has not been submitted to any other University or Institution for

the award of any degree/diploma/certificate.

Name and address of the Guide Signature of the Guide

M. MURALI KRISHNA REDDY


ASSOC. PROFESSOR
DEPT OF MANAGEMENT STUDIES
NARAYANA ENGINEERING
COLLEGE GUDUR.524101.

ACKNOWLEDGEMENT
I express my sincere thanks to Dr. M. RAMESH KUMAR garu, Principal,
NARAYANA ENGINEERING COLLEGE, Gudur, Nellore Dist. for helping me
in many ways throughout the period of my project with his timely suggestions

I sincerely owe my respect and gratitude to Dr.p.CHENCHU REDDY


garu, HOD, NARAYANA ENGINEERING COLLEGE, for his continuous and
patient encouragement during all times of my project and helped me in
completing this study successfully.

I express my sincere and heart full thanks to my internal guide Mr. M.


MURALI KRISHNA REDDY garu, Associate professor, Naryana engineering
college for his encouragement and valuable support in bringing the present
shape of my work.

I express my Special thanks to my organization guide Mr. ASHOK KUMAR


Marketing Manager & also Mr. MAHEDHAR.R (HR Manager) of
PANTALOONS RETAIL INDIA LTD, BIG BAZAR, (MAHESWARI MALL)
KACHIGUDA, Hyderabad, who extended their kind support to completing my
project.

I thank every employee of Big Bazaar for his/her help and guidance in
completing my project. I also greatly thank all the customers (The GODS of my
Project) without whose feedback this project would stand nothing.

I am deeply indebted to my parents and family members for their warm love and
support throughout my life. In addition I am grateful to all those who helped
directly or indirectly for completing this project work successfully.

K.SIDDAIAH
ABSTRACT
Research in common man’s language refers to a search for
knowledge. One can also define research as a scientific and
systematic search for pertinent information on a specific topic, in
fact research is an art of scientific investigation.
Research is done to gain familiarity with a phenomenon
event / product / service or to determine the frequency with which
something occurs, with which is associated with something else or
to test a hypothesis of casual relationship between variables.
In short customer perception research is the objective and
formal process of systematically obtaining, analyzing and
interpreting the data for actionable decision making in customer
perception towards an organization (Big Bazaar, in my study).
The basic objective of this study is to analyze the customer
perception towards Big Bazaar in Hyderabad, Andhra Pradesh.
Research was carried out for Hyderabad customers who were main
targets for this study. Customers were asked about their perception
towards Big Bazaar
TABLE OF CONTENTS
CHAPTERS TOPIC PAGE NO

 INTRODUCTION 8 - 21

CHAPTER 1  NEED & IMPORTANCE


 OBJECTIVES
 RESEARCH METHODOLOGY
 SCOPE AND PERIOD OF
STUDY
 LIMITATIONS

CHAPTER 2  REVIEWOF LITERATURE 23 – 31

CHAPTER 3  DATA ANALYSIS & 49 – 76


INTERPRETATION

78 - 80

CHAPTER 4  FINDINGS
 SUGGESTIONS

CHAPTER 5  BIBILIOGRAPHY 82 – 86
 QUESTIONNAIRE
 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 ever-
growing 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 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.

INTRODUTION TO CONSUMER BEHAVIOR:

One thing that we have in common is that we all are consumers. In fact
everybody in this world is a consumer. Every day of our life we are buying and
consuming an incredible variety of goods and services. 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 so
as 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 behavior
as “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 of sex
age, education, occupation, income, Family setup, religion, nationality and
social status. Because of this different background factors, have different needs
and we have only buy those products and services, which we think, will satisfy
our needs.

A MODEL OF CONSUMER BEHAVIOUR:

A consumer decisions to purchase a particular product of service is the


result of complex interplay of a number of variables. The starting point of the
decision process is provided by the companies marketing stimuli in the shape of
product, promotion, price and distribution strategy. Consumer often purchase
new products that are associated with a favorable viewed brand name.

The term consumer behavior refers to the behavior that consumer display
in searching for purchasing, using, evaluating and disposing of products and
services that they expect will satisfy these needs. The study of consumer
behavior in the study of how individuals make decisions to spend their available
resources (time, money, effort) on consumption related items. It includes the
study of “what they buy”, “why they buy”, “when they buy”, “where they buy”,
“how often they buy” and “how they use”.

MODEL OF CONSUMER BEHAVIOUR


Marketing Other stimuli
stimuli

Product Economic
Price Technological
Place Political
Promotion cultural Consumer
Consumer Consumer Decisions
Characteristics Decision
Process Product
Cultural Problem Choice
recognition Brand
Social Information Choice
DETAILED MODEL Personal Search Dealer
OF Psychological Evaluation choice
Decision Purchasing
FACTORS INFLUENCING
CONSUMER BEHAVIOR
post Timing
Purchase Purchasing
Cultural
Behavior. Amount
Factors
Social
Factors
Culture
Reference Personal
groups Factors
Sub Age and Life Psychologi
Culture Cycle cal
Family
Occupation
Factors
Economic
Social Circumstances Motivation
Class Lifestyle
Perception
Personality
Roles & and Self Learning Buyers
Status Concept
Beliefs and

Attitudes

CULTURAL FACTORS:

Culture: Culture is the most fundamental determinant of a persons wants and


behavior like set of values, perceptions, preferences and behaviors through his or
her family member.

Subculture: social classes are relatively homogeneous and enduring divisions


in a society which are hierarchically ordered and whose members shares similar
Values, interest and behavior and social classes includes upper class, middle
class and lower class.

SOCIAL FACTORS:

References Groups: A persons reference groups consist of all the groups that
have a direct (face to face) are indirect influence on the persons altitude or
behavior. This group to which the person, belongs and interacts.

Personal Factors: A consumer decision also influenced by personal


characteristics notably the buyers age & life cycle stage, occupation, economic
circumstances, life style and personality and self concept.
PSYCHOLOGICAL FACTORS:

Motivation: A person has many needs at any given time. Some needs are
biogenic. They arise from psychological states of tension such as hunger, tryst
and discomfort.

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


selects, organizes, intercepts, information, inputs to create a meaningful picture
of the world.

NEED FOR THE STUDY:

Consumer behavior plays a major role for the growth of the company in
the modern market scenario. The basic idea of this study is to find the consumer
behavior towards Big Bazaar. The needs have to be recognized and necessary
steps have to be taken to make the changes.

India is growing rapidly and changes are dynamic. People are changing,
the preference and the demand is changing. The market also has to change
accordingly.

The purpose of consumer behavior is not only for retaining the customers
but also attracting new customers and increasing the sales also creating and
maintenance of brand awareness.
In this competitive market the level of consumer satisfaction decides the
success of any product and any company. The night consumers have to be
targeted and the right strategy should be implemented at the right time. This will
give the desired results.

OBJECTIVES OF THE STUDY:

The main objective is to determine the current consumer behavior levels of


the customers with regards to Big Bazaar.

 To study and analyze consumer shopping behavior towards 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 a 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.

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. Exploratory Research,
2. Descriptive Research.

Exploratory Research:

Exploratory research studies are also termed as formulate research studies.


The main purpose of such studies in that of formulating a problem for more
precise investigation or of developing the working hypothesis forms an
operational point of view.

Descriptive Research:

Diagnostic Research studies determine the frequency with something


occurs or its association with something else.

In this 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. Direct interviewing: Direct interviewing involved the process where I asked


the questions directly to the customers and I got the feedback.

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.
 The consumer behavior varies according to different products.

 Quality verses price was not taken into the consideration.

 The project is based on the interview methodology by a stured


questionnaire and the jpersonal skills of the person undertaking the project
affect the results.
 REVIEW OF LITERATURE

REVIEW OF LITARATURE/CONSUMER BEHAVIOUR:

What is consumer behavior?


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 there products worn by admired
athletes. Finally, consumer behavior is influences by learning – you try a
hamburger and learn that it satisfies your hunger and tastes good, and the next
time you are hungry, you may consider another hamburger.

DECISION-MAKING INVOLVE SEVERAL STEPS

1.Need recognition

5.Purchase
2. Information search
evaluation

3. Evaluation of alternatives
4.Purchase decision

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

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 fourth 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:

Whether 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 a 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).

BUYER BEHAVIOUR – CULTURAL FACTORS

Cultural factors have a significant impact on customer behavior. Cultural


is the most basic cause of a person’s 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. Sub-
cultures 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:

Introduction: A customer’s buying behavior is also influenced by social factor,


such as the group to which the customer belongs and social status. In a group,
several individuals may interact to influence the purchase decision. The typical
roles in such a group decision can be summarized as follows:

Initiator: the people who first suggest or think the idea of buying a particular
product or service.

Influence: a person whose view or advice influences the buying decision.


Decider: the individual with the power and/or financial authority to make the
ultimate choice regarding which product to buy.

Buyer: The person who concludes the transaction.

User: The person (persons) who actually uses the product or service.

INDIVIDUAL FACTORS THAT SHAPE BUYER BEHAVIOUR PROCESS

HIGH INVOLVEMENT Extensive problem-solving (EPS)

LOW INVOLVEMENT Limited problem solving (LPS)

Reutilized response behavior (RRB)

The various purchase influence factors are as follows:


Personal
Social Psychologic
Age and life
Cultural cycle stage
al
Reference
Motivation
Buyers
Culture groups

Sub culture Family Occupation Perception

Social culture Roles and Learning


status
Economic Beliefs and
situation attitudes

Life style

Personality
& self
CULTURAL FACTORS concept

Cultural factors exert a broad and deep influence on consumer behavior.


The marketer needs to understand the role played by the buyer’s culture,
subculture, and social class.

Culture

The set of basic values, perceptions, wants, and behaviours learned by a


member of society from family and other important institutions,

Subculture

A group of people with shared value systems based on common life


experiences and situations.

Social classes

Relatively permanent and ordered divisions in society whose members


share similar values, interests, and behaviors.
SOCIAL FACTORS

A consumer’s behavior also is influenced by social factors, such as the


consumer’s 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


person’s position in each group can be defined in terms of both role and status.

PERSONAL FACTORS

A buyer’s decisions also are influenced by personal characteristics such as


the buyer’s age and life cycle 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.
Personality and self concept

A person’s distinguishing psychological characteristics that lead to


relatively consisting and lasting responses to his or her own environment.

PSYCHOLOGICAL FACTORS

A person’s buying choices are further influenced by four major


psychological factors: motivation, perception, learning, and attitudes.

Motivation

A need that is sufficiently pressing to direct the person to seek satisfaction


of the need.

Perception

The process by which people select, organize, and interpret information to


form a meaningful picture of the world.

Learning

Changes in an individual’s behavior arise from experience.

Beliefs and attitudes

A descriptive thought that a person holds about something is his/her


belief. A person’s consistently favorable or in favourable evaluations, feeling,
and tendencies toward and object or idea is attitude.

The common tools used to conduct data analysis range from simple cross
tabulations and segmentation analysis to more sophisticated statistical methods
such as multivariate and logistic regression discriminates analysis and cluster
analysis. In the last few years, optimization tools and machine learning
algorithms such as neural networks and genetic algorithms have also been used
to perform advanced data analysis.

The study of consumers helps firms and organizations imjprove their marketing
strategies by understanding issues such as

 The psychology of how consumers 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.
 Behavior occurs either for the individual, or in the context of a group(e.g.,
friends influence what kinds of cloothes a person wears) or an
organization (people on the job make decisions as to which products the
firm should use).
 Consumer behavior involves the use and disposal of products as well as
the study of how they are purchased. Product use is often of great interest
to the marketer, because this may influence how a product is best
positioned or how we can encourage increased consumption. Since many
environmental problems result from product disposal (e.g., motor oil
being sent into sewage systems to save the recycling fee, or garbage piling
up at landfills) this is also an area of interest.
 Consumer behavior involves services and ideas as well as tangible
products.
 The impact of consumer behavior on society is also of relevance.
 DATA ANALYSIS
 INTERPRETATIONS

CONSUMER BEHAVIOR QUESTIONAIRE

Q1. How do you come to know about Big Bazaar?

promotion No. of Customers Percentage (%)


Advertisement 80 80
Colleagues references 12 12
Friends/Relatives references 4 4
Any other specify 4 4
Total 100 100
INTERPR
ETATION:

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
Once in every 15 days 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.

CHI – SQUARE TEST:

The above analysis is also analysed with the chi – square test to find
the dependency between no of visits to Big Bazaar and Goods bought. This
test is as follows.

Ho= There is relation between visits and goods bought in Big Bazaar.

Ha = There is relation between no. of visits and goods bought in Big Bazaar.

Caliculation of χ2 has been presented in the table.


Food clothes Electronics furniture others
items
Once in week 10 7 2 5 6 30
Twice in week 5 18 7 12 1 43
Once in 15 days 8 1 3 1 2 15
Once in 30 days 2 6 2 0 1 12
25 33 14 18 10 100

X2 = (f-f1)f1 = 24.9456

The degree of freedom for the given problem is

(r-1)(s-1) = 12

There fore the probability ‘P’ nvalue is 0.24 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency in
between the no of visits to Big Bazaar and the goods bought.

Q3. What is the main purpose of Purchase?x

Particulars No. of respondents Percentage (%)


Personal usage/consumption 71 71
To Gift 19 19
Any other pl. Specify 10 10
Total 100 100
INTERPRETATION:

From the above table we can conclude that the major numbers of
respondent’s of 71% personal usage, 19% to gift and remaining 10% any other.

Q4. Which category of products do you buy most at Big Bazaar?

Aspects No. of respondents Percentage


Food items 25 25
Clothes 33 33
Electronics 14 14
Furniture 18 18
Any other pl. Specify 10 10

Total 100 100


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 No. of respondents Percentage (%)


Family members 28 28
Spouse 13 13
Friends 55 55
Others 4 4
Total 100 100
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.

CHI – SQUARE TEST:

The above analysis is also analysed with the chi – square test to find
the relation between people who accompany and Products bought. This test
is as follows.

Ho= There is relation between people who accompany and goods bought in Big
Bazaar.

Ha = There is relation between people who accompany and goods bought in Big
Bazaar.
Caliculation of χ2 has been presented in the table.

Food clothes Electronics furniture others


items
Family mbrs 12 10 3 2 1 28
Spouse 2 3 4 2 2 13
Friends 11 20 5 13 6 55
Others 0 0 2 1 1 04
25 33 14 18 10 100

X2 = (f-f1)f1 = 20.4779

The degree of freedom for the given problem is

(r-1)(s-1) = 12

There fore the probability ‘P’ nvalue is 0.20 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency in
between the people who accompany and the goods bought in Big Bazaar.

Q6. Which mall you like the most in the city?

Particulars No. of respondents Percentage (%)


Big bazaar 72 72
Spencer 15 15
City central 12 12
Hyd central 1 1
Total 100 100
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.

Q7. What is the reason behind purchasing in Big Bazaar?

particulars No. of Respondents Percentage (%)


Goo satisfaction over products 10 10
Reasonable prices 78 78
More offers 12 12
Any others 0 0
total 100 100
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.

Q8. How do you rate the pricing of products at Big Bazaar?

Particulars No. of Respondents Percentage (%)


Expensive 09 09
Competitive 21 21
Affordable 36 36
Reasonable 34 34
Total 100 100
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.

CHI – SQUARE TEST:

The above analysis is also analysed with the chi – square test to find
the relationship between price of products in Big Bazaar and Goods bought.
This test is as follows.

Ho= There is relation between prices of the products in Big Bazaar and goods
bought in Big Bazaar.
Ha = There is relation between prices of the products in Big Bazaar and goods
bought in Big Bazaar.

Caliculation of χ2 has been presented in the table.

Food clothes Electronics furniture others


items
Expensive 3 4 1 0 1 09
Competitive 7 5 2 4 3 21
Offerdable 9 13 3 7 4 36
Reasonable 6 11 8 7 2 34
25 33 14 18 10 100

X2 = (f-f1)f1 = 8.7773

The degree of freedom for the given problem is

(r-1)(s-1) = 12

There fore the probability ‘P’ value is 0.87 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency
between prices of products and goods bought in Big Bazaar.

Q9. Why do you prefer to shop in Big Bazaar?

Particulars No. of respondents Percentage


Availability of adequate stock 16 16
Convenience of location and timing 21 21
Offers and discounts 36 36
Variety of products 27 27
Total 100 100
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.

CHI – SQUARE TEST:

The above analysis is also analysed with the chi – square test to find
the dependency between preference to shop and Goods bought. This test is
as follows.

Ho= There is relation between preference to shop and goods bought in Big
Bazaar.
Ha = There is relation between preference to shop and goods bought in Big
Bazaar.

Caliculation of χ2 has been presented in the table.

Food clothes Electronics furniture others


items
Stock available 6 4 1 2 3 30
Convenience 4 9 5 3 0 43
Offer&discounts 10 13 6 2 5 15
Variety prdts 5 7 2 11 2 12
25 33 14 18 10 100

X2 = (f-f1)f1 = 21.7921

The degree of freedom for the given problem is

(r-1)(s-1) = 12

There fore the probability ‘P’ value is 0.21 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency
between preference to shop and the goods bought in Big Bazaar.

10. what more facility would you like to get at Big Bazaar?

facilities No. of respondents Percentage (%)


Membership card 18 18
Discount card 53 53
Free parking offers 9 9
Lucky draw 20 20
Total 100 100
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 No. of respondents Percentage (%)


Almost always 22 22
Frequently 30 30
Sometimes 40 40
Never 8 8
total 100 100
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 No. of respondents Percentage (%)


Excellent 63 63
Good 27 27
Poor 10 10
Total 100 100
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

Q13. Would you visit Big Bazaar again?

Particulars No. of respondents Percentage (%)


Sure 85 85
May be 12 12
Never 3 3
Total 100 100
INTERPRETATION:

From the above table we can conclude that the major numbers of
respondents 85% of the respondents say sure, 12% of the respondents say May
be, 3% of the respondents say Never.

Q14. Do you suggest any one to shop at Big Bazaar?

Particulars No. of respondents Percentage (%)


Yes 85 85
No 15 15
Total 100 100
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 No. of respondents Percentage (%)


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

Q17. Mention your satisfaction level for following elements

1. Highly satisfied
2. Satisfied
3. Neither satisfied nor dissatisfied
4. Dissatisfied
5. Highly dissatisfied

Elements 1 2 3 4

1. Location ( ) ( ) ( ) ( )
2. Operating time ( ) ( ) ( ) ( )
3. Parking facility ( ) ( ) ( ) ( )
4. Cleanness of store ( ) ( ) ( ) (
5. Spacious shop floor ( ) ( ) ( ) ( )
6. Easy to locate product ( ) ( ) ( ) ( )
7. Quality product ( ) ( ) ( ) ( )
8. promotion offers ( ) ( ) ( ) ( )
9. price fo the product ( ) ( ) ( ) ( )
10.staff helpfulness ( ) ( ) ( ) ( )
11.flexibility in payment
mode ( ) ( ) ( ) ( )
12.return of value for
money ( ) ( ) ( ) ( )

1. LOCATION:

Satisfaction level No. of respondents Percentage (%)

Highly satisfied 25 25
Satisfied 10 10
Neither satisfied nor dissatisfied 60 60
Dissatisfied 5 5
Highly dissatisfied 0 0
Total 100 100
INTERPRETATION:
From the above data, we decide that 25% of the customers satisfaction
level is highly satisfied on the basis of location of Big Bazaar, 10% of the
customers satisfaction level is satisfied on the basis of location of Big Bazaar,
60% of the customers satisfaction level is neither satisfied nor dissatisfied, 5%
of the customers satisfaction level is dissatisfied and in the customers no one’s
satisfaction level is highly dissatisfied.

2. OPERATING TIME:

Satisfaction level No. of customers Percentage (%)


Highly satisfied 10 10
Satisfied 50 50
Neither satisfied nor dissatisfied 27 27
Dissatisfied 10 10
Highly dissatisfied 3 3
100 100
INTERPRETATION:
from the data above specified, 10% of customers are highly satisfied, 50%
of the customers are satisfied, 27% of the customers are neither satisfied nor
dissatisfied , 10% of the customers are dissatisfied , 3% of the customers are
highly dissatisfied on the basis of operating time.

3. PARKING FACILITY:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 30 30
Satisfied 56 56
Neither satisfied nor dissatisfied 6 6
Dissatisfied 7 7
Highly dissatisfied 1 1
100 100
INTERPRETATION:
from the data above specified, 30% of customers are highly satisfied, 56%
of the customers are satisfied, 6% of the customers are neither satisfied nor
dissatisfied , 7% of the customers are dissatisfied , 1% of the customers are
highly dissatisfied on the basis of parking facility.

4.CLEANNESS OF STORE:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 36 36
Satisfied 22 22
Neither satisfied nor dissatisfied 32 32
Dissatisfied 12 12
Highly dissatisfied 0 0
100 100
INTERPRETATION:
from the data above specified, 36% of customers are highly satisfied, 22%
of the customers are satisfied, 32% of the customers are neither satisfied nor
dissatisfied , 12% of the customers are dissatisfied , 0% of the customers are
highly dissatisfied on the basis of Cleanness of store.

5.SPACIOUS SHOP FLOOR:


Satisfaction level No. of customers Percentage (%)
Highly satisfied 9 9
Satisfied 25 25
Neither satisfied nor dissatisfied 40 40
Dissatisfied 20 20
Highly dissatisfied 6 6
100 100
INTERPRETATION:
from the data above specified, 9% of customers are highly satisfied, 25%
of the customers are satisfied, 40% of the customers are neither satisfied nor
dissatisfied , 20% of the customers are dissatisfied , 6% of the customers are
highly dissatisfied on the basis of Spacious shop floor.
 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
advertisements are plays a very important role when customers shopping
at Big Bazaar.
 As per findings, Majority of the Respondents are visits Big Bazaar twice
in a week. By this, we can say that most of the customers are coming to
Big Bazaar regularly.
 As per findings, Majority of the Respondents are purchasing for the
Purpose of Personal use/consumption only.
 As per findings, Majority of the respondents are interested to shopping at
Clothes.
 Most of customers are prefer to come to Big Bazaar with friends, and
customers are motivates by them at purchase.
 Majority of the respondents are interested to visit Big Bazaar when
compare to other malls.
 As per the findings, majority of the customers choose the Big Bazaar for
availability of products as well as reasonable prices.
 Majority of the customers are rate for affordable pricing in Big Bazaar.
 As per findings, most of the customers prefer to shop in Big Bazaar for
offers & discounts.
 As per findings, most of the respondents are taking assistance from the
store staff during purchase period. We can say that customers take
assistance from store staff when they shopping in Big Bazaar.
 As per the findings, majority of the customers are satisfied with the value
of their money provided by Big Bazaar.
 As per findings, overall experience of the respondents is found to be
Excellence as started by 12% of the Respondents, and Good by 60% of
the Respondents, Very few rated as poor.
 As per findings, most of the customer’s opinion is to revisit the Big
Bazaar.
 As per findings, Majority of the Respondents are recommended to others
for shopping in Big Bazaar.
 As per findings, as much as 45% of the Respondents to suggest the Big
Bazaar to maintain good quality in products.

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.

6) The store staff should be trained adequately so as to “convince” the


Potential buyers, because his performance on jobs has great impact on sale
of a product.
7) Most of the customers belongs to age group of 17-27 years. So, company
has to concentrate more on those people to enhance the sales.

8) Moreover, the company has to concentrate more on the customers of age


group of 28-37 years to enhance the sales.

 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;

Income for month:

Q1) How did you come to know about Biz Bazaar?

a) Advertisement
b) Colleagues references
c) Friends/relatives references
d) Any other specify

Q2) How frequently do you visit Big Bazaar?

a) Once in a week
b) Twice in a week
c) Once in every 15 days
d) Once in a month

Q3) what is the main purpose of purchase?


a) Personal Usage / consumption
b) To Gift
c) Any other pl. Specify

Q4) Which category of Products do you buy most at Big bazaar?

a) Food items
b) Clothes
c) Electronics
d) Any other pl. Specify

Q5) You prefer to go in Big bazaar with

a) Family members
b) Spouse
c) Friends
d) Others

Q6) Which mall you like the most in the city

a) Big bazaar
b) Spencer
c) City central
d) Hyd central

Q7) What is the reason behind purchasing in Big Bazaar?

a) Good satisfaction over products


b) Reasonable prices
c) More offers
d) Any others

Q8) How do you rate the pricing of products at Big Bazaar?

a) Expensive
b) Competitive
c) Affordable
d) Reasonable

Q9) Why do you prefer to shop in Big Bazaar?

a) Availability of adequate stock


b) Convenience of location and timing
c) Offers and discounts
d) Variety of products

Q10) What more facility would you like to get at Big Bazaar?

a) Membership Card
b) Discount Card
c) Free packing Offers
d) Lucky draw Offer

Q11) How often do you ask for Assistance from store staff in selecting your
Purchase?

a) Almost Always
b) Frequently
c) Sometimes
d) Never

Q12) How is your overall experience in Big Bazaar?

a) Excellent
b) Good
c) Poor

Q13) Would you visit Big Bazaar again?

a) Sure
b) May be
c) Never

Q14) Do you suggest any one to shop at Big Bazaar?

a) Yes
b) No

Q15) How, do you suggest to Big Bazaar management to making present Big
Bazaar to more attractive?

a) To maintain quality products


b) Reasonable prices
c) Giving more offers and discounts
d) Convenience

Q16) Please give your valuable suggestions regarding Big Bazaar over all
functioning_________________________________________________

Mention your satisfaction level for following elements

1) Highly satisfied
2) Satisfied
3) Neither satisfied nor dissatisfied
4) Dissatisfied

Elements 1 2 3 4

1. Location ( ) ( ) ( ) ( )
2. Operating time ( ) ( ) ( ) ( )
3. Parking facility ( ) ( ) ( ) ( )
4. Cleanness of store ( ) ( ) ( ) (
5. Spacious shop floor ( ) ( ) ( ) ( )
6. Easy to locate product ( ) ( ) ( ) ( )
7. Quality product ( ) ( ) ( ) ( )
8. promotion offers ( ) ( ) ( ) ( )
9. price fo the product ( ) ( ) ( ) ( )
10.staff helpfulness ( ) ( ) ( ) ( )
11.flexibility in payment
mode ( ) ( ) ( ) ( )
12.return of value for
money ( ) ( ) ( ) ( )

Thank you
BIBLIOGRAPHY

Text Books

Consumer Behavior: Albert J. Dells Bittas

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