Big Bazaar

A STUDY ON CONSUMER BEHAVIOR AT BIG BAAZAR
A REPORT SUBMITTED IN Partial fulfillment of t e re!uirement for t e PGDM "our#e of All In$ia Mana%ement A##o"iation BY A&a' (umar Gu)ta
Internal Gui$e
Prof. Ambily Sreekumar Acharya Institute of management &science manager Bangalore.
E*ternal Gui$e
Mr. Kiran.S Assistance Store Big Bazaar, Bansankari
Acharya Institute of Management & sciences, Bangalore
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AC(NO+,EDGEMENT
It gives us great leasure to thank an! ackno"le!ge all the concerne! eo le "ho hel e! us to finish this re ort on consumer Behavior. I e#ten! our sincere gratitu!e to Prof. Ambily Sreekumar our Internal gui!e for her valuable gui!ance in steering the course of the stu!y an! in the re aration of this re ort. I e# ress our gratitu!e to com any gui!e Mr. Kiran. S $Assistance Store Manager, Big Bazaar%, un!er "hose valuable gui!ance an! co&o eration, I con!ucte! my stu!ies. I am also grateful to other Staff of Big Bazaar family center, Bansankari for their su ort an! encouragement. 'e also convey our thanks to all staff of ort an! hel to make
Acharya Institute of Management & Science for their su this re ort successfully.
Pla"e- Bangalore DateAjay Kumar Gupta
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()*+A,A-I./
-his is to !eclare that the ro0ect re ort title! .Stu$' on "on#umer Be a/ior0 submitte! in artial fulfillment of the re1uirement for the a"ar! of ost
gra!uate (i loma in management, is an original "ork carrie! out un!er the gui!ance of Prof1 Am2il' Sree3umar an! this ro0ect re ort has not been reviously submitte! to any other university or institution for the a"ar! of any !egree.
Pla"e- Bangalore Date- 45657898 A&a' (umar Gu)ta
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TABLE OF CONTENTS
Sl. No. 1
Particulars Introduction
1.1 1.2 1.3 1.4 1.$ 1.6 Industry profile Company profile Big bazaar promise Vision mission ! "ore #alues Board of dire"tor %&'( )nalysis
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6 7 9 13 1$ 16 1* 2+ 21 22 2$ 2* 33 34 3$ 37 37 41
Introduction to marketing
2.1 2.2 2.3 2.4 ,efinition -ar.eting strategy -ar.eting -i/ 0etailing
Introduction to consumer
3.1 3.2 3.3 3.4 ,efinition (ypes of "onsumer -odel of "onsumer de"ision ma.ing Consumer satisfa"tion
"esearc# $%&ecti'e
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"esearc# met#odolog) Limitations Anal)s is

1rap2i"al representation of data
43 49
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Conclusion - recommendation Bi%liogra/#) A//endices

3uestionnaire
71 7$ 77
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INTRODUCTION
-here is no use of P2(M unless an! until the classroom kno"le!ge is a lie! in real business "orl! in or!er to gain success. Practical kno"le!ge al"ays has got a "eight age over theoretical kno"le!ge. Such stu!y rovi!es o ortunity to bri!ge the ga bet"een the theory an! ractical. 3ere the stu!ent intern gets an e# osure to the real cor orate "orl! as a relu!e to his cor orate life. After having learn the basics in the first t"o semesters Stu!y on consumer behavior gives an o ortunity to a ly them "hich hel s the stu!ent to im rove his self image an! confi!ence an! ultimately to un!erstan! the conce ts better. -his ro0ect a!!e! to my learning in many "ays. -his stu!y on consumer behavior hel e! me to ick u an! un!erstan! the marketing strategy better. -his ro0ect "ork enable! to kno" the strength an! "eakness of Big Bazaar "ith res ect to their customer res onse. -he ro0ect "ork thro"s light on the strength an! "eakness of the com any4s consumer relations as com are! to the com etitors , an! also inten!s to give necessary information to the com any to un!erstan! "here they are having a goo! fee! back an! "here they are lagging behin!. 3ere more im ortance is given to learning the factors that affect the consumer behavior.
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INDUSTRY PRO:I,E
5,etailing inclu!es all the activities involve! in selling goo!s or services to the final consumers for ersonal, non&business use6. 5P ili) (otler -he organize! retail sector in In!ia has a very lo" contribution to the entire retail sector in the country. 3ence there is am le sco e for the ne" layers to achieve success. +arge young "orking o ulation "ith average age of 78 years, nuclear families in urban areas, along "ith increasing "orking "omen o ulation an! emerging o ortunities in the services sector are going to be the key gro"th !rivers An organization selling !irectly to final consumer& "hether a manufacturer, "holesaler or retailer is !oing retailing. It !oes not matter ho" the goo!s or services are sol! $by erson, mail, tele hone, ven!ing machine or internet% or "here they are sol!$ in store, on the street, or in consumer4s home%. ,etail is In!ia4s largest in!ustry, accounting for 9:; of country4s 2(P an! aroun! < ercent of em loyment. Mo!ern retail has entere! In!ia as seen in sho malls an! huge com le#es offer sho ing centers, multi storie! ing, entertainment an! foo! all un!er one roof. In!ia
has seen the conce t of hy ermarket coming of age. Players like 'all&mart, metro have establishe! hy ermarkets in many countries. In In!ia hy ermarket conce t is in nascent stage, retailers like Pantaloons, -ata, ,P2 have starte! hy ermarket o erations an! they are having lans to e# an! aggressively to all the regions of In!ia.
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Among all the global retail markets In!ian retail market is the most e# an!ing. -his is o"ing to the absence in restriction at the entry level. So, large foreign com anies can enter in the green retail fiel!s of In!ia.
(EY P,AYERS IN THE INDUSTRY
BI2 BA=AA, B3A,-I ,)-AI+ ,)+IA/*) ,)-AI+ S-A, BA=AA, M.,) M)2A MA, >..( '.,+( SA>A+
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COMPANY PRO:I,E
:UTURE GROUP >uture 2rou is one of In!ia4s lea!ing business grou "ith multi le businesses s anning across the consum tion s ace. +e! by its foun!er an! 2rou *). Mr. Kishore Biyani >uture 2rou o erates through !ifferent verticals? consumer finance, ca ital, insurance, leisure an! entertainment, bran! !evelo ment, retail, real estate !evelo ment, retail me!ia an! logistics. A art from Pantaloon retail, the grou 4s resence in the retail s ace is com limente! by grou com anies, In!us league clothing, "hich o"ns lea!ing a arel bran! like In!igo /ation an! @rban Aoga, an! 2ala#y )ntertainment lt! that o erates Bo"ling *o, S orts Bar, >97B an! Bre" Bar .
PANTA,OONS RETAI, ;INDIA< Pantaloon ,etail In!ia +imite! is In!ia4s lea!ing retail com any "ith resence across
multi le lines of business. +e! by Pantaloon ,etail, the grou o erates over 97 million s1uare feet of retail s ace in C9 cities an! to"ns an! DE rural locations across In!ia. 3ea!1uartere! in Mumbai $Bombay%, Pantaloon ,etail em loys aroun! B:,::: eo le an! is liste! on the In!ian stock e#changes. -he com any o"ns an! manages multi le retail
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formats that cater to a "i!e across section of the In!ian society an! is able to ca ture almost the entire consum tion basket of the In!ian consumer. In the lifestyle segment, the grou o erates Pantaloons, a fashion retail chain an! *entral, a chain of seamless malls. In the value segment, its mar1uee bran!, Big Bazaar is a hy ermarket format that combines the look, touch an! feel of In!ian bazaars "ith the choice an! convenience of mo!ern retail. Pantaloon ,etail foraye! into mo!ern retail in 9FFC "ith the launching of fashion retail chain, Pantaloon4s in Kolkata. In 7::9, it launche! Big Bazaar, a hy ermarket chain that combines the look an! feel of In!ian bazaars, "ith as ects of mo!ern retail, like choice, convenience an! hygiene. -his "as follo"e! by >oo! Bazaar, foo! an! grocery chain an! launch central, a first of its kin! seamless mall locate! in the heart of ma0or In!ian cities.
BIG BAZAAR
Big bazaar is the com any4s foray into the "orl! of hy ermarket !iscount stores, the first of its kin! in In!ia. Price an! the "i!e array of ro!ucts are the @SP4s in Big Bazaar. *lose to t"o lack ro!ucts are available un!er one roof at rices lo"er by : to D: er cent over the corres on!ing market rices. -he high 1uality of service, goo! ambience, im licit guarantees an! continuous !iscount offers have hel e! in changing the face of the In!ian retailing in!ustry. A lea!ing foreign broking house com are! the rush at Big Bazaar to that of a local suburban train. Big Bazaar is a chain of sho ing malls in In!ia, o"ne! by the Pantaloon 2rou an! "hich
"ork on 'al&Mart ty e economies of scale. -hey have ha! consi!erable success in many In!ian cities an! small to"ns. Big Bazaar rovi!es 1uality items but at an affor!able rice. It is a very innovative i!ea an! this hy ermarket has almost anything un!er one roofG.A arel, >oot"ear, -oys, 3ousehol! A liances an! more. ing e# erience.
-he ambience an! customer care a!!s on to the sho
. I# Se Sa#ta Aur A"" a (a in Na in =0
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Food Beauty ! &ellness 5as2ion

Boo.s ! %tationary
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Line of business
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TLE OF 4le"troni" CONTENT s Sl. S 11
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No.Particulars
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1.1Industry profile71.2Compa ny profile 91.3Big bazaar promise131.4Visio n mission ! "ore #alues1$1.$Board of dire"tor 161.6%&'( )nalysis
7eisure ! 4ntertainmen t
1*2Introductio
n to marketing2+2.1
,efinition 212.2-ar.eting strategy 222.3-ar.eting -i/2$2.40etailing
Introductio n to consumer333.1
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,efinition343.2(y pes of "onsumer3$3.3-o + at># in #tore for 'ou at Bi% Ba?aar@ del of "onsumer de"ision ma.ing At Big Bazaar, you "ill get? A "i!e range of ro!ucts at : H D: ; lo"er than the 373.4Cons corres on!ing market rice, cou le! "ith an international sho ing e# erience. umer satisfa"tion37!"e
searc# $%&ecti'e41("e 2,.@/( >+.., searc# met#odolog)4 Plastics, crockery, utensil, cosmetics, health care, bo!y care, skin care, ersonal care, home 3*Limitations4 care, foo! items, oil & ghee, sta le foo!, fruits & vegetable. 9+Anal)sis$11r
Pro$u"t# a/aila2le in Bi% Ba?aar ap2i"al representation of data,Conclusi Materials Suiting & Shirting, -e#tiles, Saris, men4s accessories, Baby Accessories, games >I,S- >+.., $toys%, foot"ear
on recommendati on71.Bi%liogra S)*./( >+.., /#)7$1$A//en 3ome !ecor, lights, furniture, sanitary, )lectronics, +uggage, stationary, linen, electrical dices 773uestion
accessories naire
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-3I,( >+.., >un "orl!, >oo! court, Star & Sitara saloon
:OOD BAZAAR
>oo! Bazaar4s core conce t is to create a blen! of a ty ical In!ian Bazaar an! International su ermarket atmos here "ith the ob0ective of giving the customer all the a!vantages of Iuality, ,ange an! Price associate! "ith large format stores an! also the comfort to See, -ouch an! >eel the ro!ucts. -he com any has an aggressive rivate label "ith its o"n bran!s of salt, s ices, ulses, 0ams, ketchu s, snacks, home care ro!ucts, ersonal care ro!uct etc. 'ith unbeatable rices an! vast variety $there are 87 varieties of rice on sale%, >oo! Bazaar has rove! to be a hit "ith customers all over the country. A:OOD BAZAAR> a !ivision of Pantaloon ,etail In!ia +t! is a chain of large su ermarkets "ith a !ifference. >oo! Bazaar re resents the com any4s entry into foo! retail an! is targete! across all classes of o ulation. >oo! Bazaar re licates a local Jman!i4, to rovi!e the much im ortant Jtouch & feel4 factor "hich In!ian house"ives are use! to in the local bazaar. >oo! Bazaar has over E:,::: stock kee ing units "hich cover grocery, >M*2 ro!ucts, milk ro!ucts, 0uices, tea, sugar, ulses, rice "heat etc, besi!es fruits an! vegetables. All ro!ucts are sol! belo" M,P an! !iscounts range bet"een 7; to 7:;. >ruits an! vegetables are sol! at rices com arable to "holesale rices
91B1 THE BIG BAZAAR PROMISES9. MA/@>A*-@,),4S 'A,,A/-I)S ./ A++ P,.(@*-S? Big Bazaar romises to sell only the original ro!ucts from the authorize! !ealersK so that all a licable ro!ucts carry the original manufacturer4s "arranty. -o service any ro!uct urchase! at Big Bazaar, customer can visit the authorize! service centre of the manufacturer. -he invoice accom anying the ro!uct is the "arranty !ocument. 7. 2@A,A/-))( ()+IL),A?
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Big Bazaar guarantees to !eliver the e#act ro!uct that has selecte!, "ithout !efects. In case of receiving a !ifferent ro!uct, or if the ro!uct is !amage! in transit, the customer shoul! contact it "ithin the sti ulate! time erio! an! Big Bazaar "ill ensure that it is re lace! or refun!e!. B. S)*@,) PAAM)/-? It commits to ensure that no ayment misuse ha ens, so "e "ork "ith banks an! ayment gate"ays to ensure that your information is rotecte!. Payments are rotecte! both by it an! by the olicies of customer4s bank, an! the chances of frau! in these channels are actually very lo". Big Bazaar o enly ublishes its office a!!resses an! is art of In!ia4s largest retail com any "ith a resence all over In!ia H so you kno" ho" to contact us in erson, if re1uire!. 8. .@, SIMP+) C&(AAS ,)-@,/ P.+I*A? If customer has urchase! something at >uture Bazaar an! the ro!uct !i! not meet its e# ectations or !oes not fit to his nee!s, then it can return the ro!uct to usK no 1uestions aske!, as long as it is in its original ackaging an! accom anie! by its invoice. 'e "ill even make the return rocess sim le for you H 0ust contact our customer su ort an! "e4ll arrange to ick u the ro!uct from your home. Alternately, you can !ro it off at the nearest Big Bazaar. E. P,.MP- *@S-.M), S@PP.,-? .ur customer su ort is manne! by !e!icate! call centre ersonnel, "ho can take !ecisions an! resolve your roblems. -hey are eager to solve your roblems an! are a"are of the rocesses an! means to han!le them. In case they cannot solve the roblem at their en!, they "ill trigger the re1uire! action on your behalf or a!vise you the best ossible metho! to a successful fulfillment of all your 1ueriesMissues. Be assure! that "hen you call us, your call is being taken seriously.
BIG BAZAAR PROMISES111
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GROUP VISION>uture 2rou shall !eliver )verything, )very"here, )very time for )very In!ian *onsumer in the most rofitable manner.
GROUP MISSION'e share the vision an! belief that our customers an! stakehol!ers shall be serve! only by creating an! e#ecuting future scenarios in the consum tion s ace lea!ing to economic !evelo ment. 'e "ill be the tren!setters in evolving !elivery formats, creating retail realty, making consum tion affor!able for all customer segments H for classes an! for masses.
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'e shall infuse In!ian bran!s "ith confi!ence an! rene"e! ambition. 'e shall be efficient, cost& conscious an! committe! to 1uality in "hatever "e !o. 'e shall ensure that our ositive attitu!e, sincerity, humility an! unite! !etermination shall be the !riving force to make us successful.
CORE VA,UESIn!ianans? confi!ence in ourselves. +ea!ershi ? to be a lea!er, both in thought an! business. ,es ect & 3umility? to res ect every in!ivi!ual an! be humble. Intros ection? lea!ing to ur oseful thinking. . enness? to be o en an! rece tive to ne" i!eas, kno"le!ge an! information. Laluing an! /urturing ,elationshi s? to buil! long term relationshi s. Sim licity & Positivity? Sim licity an! ositivity in our thought, business an! action. A!a tability? to be fle#ible an! a!a table, to meet challenges. >lo"? to res ect an! un!erstan! the universal la"s of nature.
91C1 BOARD O: DIRECTORS

Mr. Kishore Biyani, Managing (irector Kishore Biyani is the Managing (irector of Pantaloon ,etail $In!ia% +imite! an! the 2rou *hief )#ecutive .fficer of >uture 2rou .
Mr. 2o ikishan Biyani, 'hole time (irector 2o ikishan Biyani is a commerce gra!uate an! has more than t"enty years of e# erience in the te#tile business.
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Mr. ,akesh Biyani, 'hole time (irector ,akesh Biyani is a commerce gra!uate an! has been actively involve! in category managementK retail stores o erations, I- an! e# orts. 3e has been instrumental in the im lementation of the various ne" retail formats.
Mr. Li0ay Biyani, 'hole time (irector Li0ay Biyani has more than t"enty years of e# erience in manufacturing, te#tiles an! retail in!ustry an! has been actively involve! in the financial, au!it an! cor orate governance relate! issues "ithin the com any.
Mr. Li0ay Kumar *ho ra, In!e en!ent (irector L.K.*ho ra is a fello" member of -he Institute of *hartere! Accountants of In!ia $I*AI% by rofession an! is a *ertifie! Associate of In!ian Institute of Bankers $*AIIB%. 3is banking career s ans over B9 years an! he has serve! senior management ositions in *entral Bank of In!ia, .riental Bank of *ommerce, SI(BI, *or oration Bank an! S)BI.
Mr. Shailesh 3aribhakti, In!e en!ent (irector Shri Shailesh 3aribhakti is a *hartere! Accountant, *ost Accountant, an! a *ertifie! Internal Au!itor. 3e is the (e uty Managing Partner of 3aribhakti & *o., *hartere! Accountants an! ast resi!ent of In!ian merchant *hambers. 3e is on the Boar! of several Public +imite! *om anies, inclu!ing In!ian Petrochemicals *or oration +t!., Ambu0a *ement )astern +t!. etc. 3e is on the Boar! of *om any since Nune 9, 9FFF.
Mr. S (ores"amy, In!e en!ent (irector
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S. (ores"amy is a former *hairman an! Managing (irector of *entral Bank of In!ia an! serves on the boar! of (SP Merrill +ynch -rustee *o an! *eat +imite! among others.
(r. ( . Koshy, In!e en!ent (irector (. .. Koshy hol!s a !octorate from II-, (elhi an! is the (irector of /ational Institute of (esign $/I(%, Ahme!aba!. 3e has over 78 years of rich e# erience in the te#tiles an! garment in!ustry an! "as instrumental in the setting u of /I>- centres in (elhi, *hennai an! Bangalore. 3e is a reno"ne! consultant s ecializing in international marketing an! a arel retail management. Ms. Bala (esh an!e, In!e en!ent (irector Bala (esh an!e is In!e en!ent (irector, Pantaloon ,etail $In!ia% +t!. an! also serves on the boar!s of (eccan Aviation, /agar0una *onstruction, 'els un In!ia an! In!us +eague *lothing +t!, among others.
Mr. Anil 3arish, In!e en!ent (irector Anil 3arish is the artner of (M 3arish & *o. Associates & Solicitors an! an ++M from @niversity of Miami. 3e also serves on the boar! of Mahin!ra 2esco, @nitech, In!usIn! Bank an! 3in!u0a -M-, among others.
91D1 S+OT Anal'#i#
STRENGTHS -horough un!erstan!ing of the nee!s of In!ian consumers. Last range of ro!ucts un!er one roof. Benefit of being ioneer in the In!ian retail in!ustry.
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Su erior 1uality goo!s are available at reasonable rices. >ast gro"ing In!ian mi!!le class "ith reasonably goo! urchasing o"er. It has a goo! bran! name.
+EA(NESSES 3igh cost of o eration !ue to large fi#e! costs. Lery thin margin of rofit 3igh attrition rate of em loyees. Stiff com etition from tra!itional $unorganize! sector%
OPPORTUNITIES Potential rural markets. *an enter into ro!uction of various ro!ucts !ue to its in !e th un!erstan!ing of customer4s taste an! references Sco e of e# ansion in smaller cities as there is a lot of o ortunities.
-here remains a large future sco e for the retail in!ustry in In!ia, as incomes rise an! consum tion increases -he o ortunity for "i!ening the business all over In!ia because Big Bazaar o ens
ne" stores in unta e! markets, such as smaller or secon! tier cities such as Sangre, Belgaum an! Mysore.
THREATS
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2overnment Policies encouraging the unorganize! sector "ill affect a!versely the big layers. 3igh ta#es in In!ia su ress consum tion
Smaller s ecialty sho s an! informal sho s are sometimes able to avoi! ta#es, offering lo"er total rices to customers.
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71 INTRODUCTION TO MAR(ETING
THE MAR(ET -he conce t of market is very im ortant in marketing. P.Kotler !efines a market as an area for otential e#changes. -hus a market is a grou of buyers an! sellers intereste! in negotiating the terms of urchase or sale of goo!s or services.
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MAR(ETINGMarketing consists of a set of rinci les for choosing target markets, i!entifying consumer nee!s !evelo ing "ants, satisfying ro!ucts an! services an! !elivering value to customers an! rofit to the com any. -hus marketing com rises an integrate! system of business activities in or!er to lan, rice, romote, an! !istribute goo!s an! services to meet consumer nee!s "ithin the limit of society. Definition of mar3etin%P.Kotler !efines marketing as a set of human activities !irecte! at facilitating an! consummating e#changes. -he essence of marketing is e#change of transaction is to satisfy human nee!s an! "ants. ro!ucts an! the
Im)ortan"e of mar3etin%Marketing is recognize! as the most significant activity in our society. .ur life styles are continuously affecte! by a "i!e range of marketing activities. Marketing alone can ut goo!s an! services "e "ant an! nee! at our !oorste s. Marketing is a vital connecting link bet"een consum tion. ro!ucers an! consumers. Marketing is ro!uction an! mass
!irectly res onsible to maintain the e1uilibrium bet"een mass
7191 MAR(ETING STRATEGY

PROCESS :O,,O+ED
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Segmentation, targeting an! ositioning together com rise a three stage rocess. a. (etermine "hich kin!s of customers e#ist, b. Select "hich ones "e are best off trying to serve, c. Im lement our segmentation by o timizing our ro!uctsMservices for that segment an! communicating that "e have ma!e the choice to !istinguish ourselves that "ay.
91 SEGMENTATIONSegmentation involves fin!ing out "hat kin!s of consumers "ith !ifferent nee!s e#ist. In the auto market, for e#am le, some consumers !eman! s ee! an! erformance, "hile others are much more concerne! about roominess an! safety. In general, it hol!s true that 5Aou can4t be all things to all eo le,6 an! e# erience has !emonstrate! that firms that s ecialize in meeting the nee!s of one grou of consumers over another ten! to be more rofitable. Several !ifferent kin!s of variables can be use! for segmentation?& 9. (emogra hic variables essentially refer to ersonal statistics such as income, gen!er, e!ucation, location $rural vs. urban, )ast vs. 'est%, ethnicity, an! family size. *am bell4s sou , for instance, has foun! that 'estern @.S. consumers on the average refer s icier sou sOthus, you get a !ifferent ro!uct in the same cans at the )ast an! 'est coasts. 7. Another basis for segmentation is behavior. Some consumers are 5bran! loyal6Oi.e. they ten! to stick "ith their referre! bran!s even "hen a com eting one is on sale. B. .ne can also segment on benefits sought, essentially by assing !emogra hic e# lanatory variables. Some consumers, for e#am le, like scente! soa $a segment likely to be attracte! to bran!s such as Irish S ring%, "hile others refer the 5clean6 feeling of unscente! soa $the 5Ivory6 segment%. Some consumers use tooth aste rimarily to romote oral health, "hile another segment is more intereste! in breathe freshening.
71 TARGETINGAcharya Institute of Management & sciences, Bangalore Page
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In the ne#t ste , "e !eci!e to target one or more segments. .ur choice shoul! generally !e en! on several factors?& >irst? 3o" "ell are e#isting segments serve! by other manufacturersP It "ill be more !ifficult to a eal to a segment that is alrea!y "ell serve! than to one "hose nee!s are not currently being serve! "ell. Secon!ly? 3o" large is the segment, an! ho" can "e e# ect it to gro"P -hir!ly? (o "e have strengths as a com any that "ill hel us a eal articularly to one grou of consumersP 91 Big Bazaar targets higher & mi!!le class customers. 71 Big Bazaar s ecifically targets "orking "omen an! home makers "ho are the rimary !ecisions maker. It is art of Big Bazaar4s ne" 2uerrilla Marketing Strategy.
B1 POSITIONINGPositioning involves im lementing our targeting.
Big bazaar is positioning
to its targeting customer, middle class by giving discount offers, working women
by monthly saving bazaar an! home makers by rovi!ing a "i!e range of foo!, non foo!, fruits an! vegetable.
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7171 MAR(ETING MIE

Main A#)e"t# of Mar3etin% Mi*-he easiest "ay to un!erstan! the main as ects of marketing is through its more famous synonym of Q8Ps of MarketingQ. -he classification of four Ps of marketing inclu!es marketing strategies of ro!uct, rice, lacement an! romotion. -he follo"ing !iagram is hel ful in !etermining the main ingre!ients of the four Ps in a marketing mi#.
PRODUCTIn sim ler terms, ro!uct inclu!es all features an! combination of goo!s an! relate! services that a com any offers to its customers. Pro!uct is the most im ortant as ect of marketing mi# for manufacturers because ro!ucts are the market e# ression of the com anyRs ro!uctive ca abilities an! !etermine its ability to link "ith consumers. So ro!uct olicy an! strategy are of rime im ortance to an
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enter rise, an!
ro!uct !ecisions !ictate the sco e an! !irection of com any activity.
Moreover, the market in!icators such as rofits, sales, image, market share, re utation an! stature are also !e en!ent on them. PRICINGPricing is basically setting a s ecific rice for a ro!uct or service offere!. In a sim listic to the conce t of rice as the amount of money that customers have to ay to obtain the ro!uct. Setting a rice is not something sim le. /ormally it has been taken as a general la" that a lo" rice "ill attract more customers. It is not a vali! argument as customers !o not res on! to rice aloneK they res on! to value so a lo"er rice !oes not necessarily mean e# an!e! sales if the ro!uct is not fulfilling the e# ectation of the customers 2enerally ricing strategy un!er marketing mi# analysis is !ivi!e! into t"o arts? rice !etermination an! rice a!ministration. Price !etermination is referre! to as the rocesses an! activities em loye! to arrive at a rice for a ro!uct inclu!ing consi!eration of relative rices of ro!ucts "ithin the same line, an! !ifferences in rice for similar ro!ucts of !iffering gra!es an! 1ualities. Price a!ministration is referre! to as the activities involve! in fitting basic osition of !istribution channel members or s ecial sales situations. rices to
articular sales situations such as geogra hic locale, functions erforme! by customers,
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P,ACEMENTPlacement un!er marketing mi# involves all com any activities that make the ro!uct
available to the targete! customer "hile lanning lacement strategy un!er marketing mi# analysis, com anies consi!er si# !ifferent channel !ecisions inclu!ing choosing bet"een !irect access to customers or involving mi!!lemen, choosing single or multi le channels of !istributions, the length of the !istribution channel, the ty es of interme!iaries, the numbers of !istributors, an! "hich interme!iary to use base! on the 1uality an! re utation . PROMOTIONPromotional strategies inclu!e all means through "hich a com any communicates the benefits an! values of its ro!ucts an! ersua!es targete! customers to buy them. -he best "ay to un!erstan! romotion is through the conce t of the marketing communication eo le or grou s, encom assing rocess. Promotion is the com any strategy to cater for the marketing communication rocess that re1uires interaction bet"een t"o or more sen!ers, messages, me!ia an! receivers
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,imitation of Mar3etin% Mi* Anal'#i# ;FP# of Mar3etin%< (es ite the fact that marketing mi# analysis is use! as a synonym for the 8Ps of Marketing, it is criticize! on the oint that it caters sellerRs vie" of market analysis not customers vie". -o tackle this criticism, attem te! to match 8 Ps of marketing "ith 8 *s of marketing to a!!ress consumer vie"s? Pro!uct Price Placement Promotion ? ? ? ? *ustomer Solution *ustomer *ost *onvenience *ommunication
71B1 RETAI,ING5,etailing inclu!es all the activities involve! in selling goo!s or services to the final consumers for ersonal, non&business use6. &Phili Kotler RETAI, STORE- this is a lace "here all the things are available un!er a one roof in a organize! manner accor!ing to consumer nee!s.
91 Mer" an$i#e a##ortment -he com any "as looking for a solution that "oul! bring all of its businesses an! rocesses together. After a com rehensive evaluation of !ifferent o tions an! soft"are com anies, the management at Pantaloon !eci!e! to go in for SAP. Some of the 1ualities of SAP retail solutions are that it su orts ro!uct !evelo ment, ly chainK
"hich inclu!es i!eation, tren! analysis, an! collaboration "ith artners in the su
sourcing an! rocurement, "hich involves "orking "ith manufacturers to fulfill or!ers accor!ing to strategic merchan!ising lans an! o timize cost, 1uality, an! s ee!Hvariables
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that must be "eighte! !ifferently as business nee!s, buying lans, an! market !eman! atterns changeK managing the su ly chain, "hich involves han!ling the logistics of moving finishe! goo!s from the source into stores an! overseeing global tra!e an! rocurement re1uirementsK selling goo!s across a variety of channels to customers, "hich re1uires marketing an! bran! managementK managing mark&!o"ns an! ca turing customer reactions, analyzing !ata, an! using it to o timize the ne#t hase of the !esign rocess. 71 Vi#ual mer" an$i#in% Lisual merchan!ising su a. sales b. retail strategies c. communicates "ith customers !. communicates image e. su orts retailing tren!s1 orts?&
Lisual merchan!ising inclu!es?& A1 Interior mer" an$i#in% It inclu!es !anglers, signage, stan!ees, !istribution of am hlets, "hich gives !etails about the offers. (is lay, oint of urchase, fi#ture, e1ui ment an! furnishing of store layout Pro!ucts ackaging an! label B1 E*terior mer" an$i#in% A!vertisement on o ular entertainment channels like Star Plus, Sony, Set Ma#, an! Star .ne.
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,oa! sho"s carrie! out by the Big Bazaar staff "ith announcements about the offer to make eo le a"are. /e"s a er a!s in almost all the local !ailies like -he -imes of In!ia, on !ifferent !ays !uring the erio! of the offer.
RETAI, PROMOTION MIE

ADVERTISINGA!vertising is recognize! as an in!is ensable tool of romotion. It has ac1uire! a lot of significance in the national an! international markets. 'ith the a!vent of globalization an! liberalization its im erativeness in the In!ian retail sector has increase! as a result of com etition, latest technologies, an! the ra i!ly changing consumer lifestyles.
A1 O2&e"ti/e# of A$/erti#in%-
Fundamental objective: To sell something a product, service or an idea !ajor "bjectives: # To promote a new product $ To warn the public against imitation of the retailer%s product & To manage competition in the market B Benefits of 'dvertisements:
9. A!vertisement hel s in creating a"areness among the customer about the e#istence,
price, and availability of product

Acharya Institute of Management & sciences, Bangalore Page
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7. Increases the utility of e#isting ro!ucts. B. It e!ucates customer about ne" ro!uct an! their !iverse uses.
Types of advertising:
Informati/e A$/erti#in%Purchases of !urable ro!ucts are generally erratic an! often too e# ensive to buy, so the retailer s ends
a huge amount on informative advertising
(lassified 'dvertising:
It refers to messages, "hich are lace! un!er s ecific hea!ings an! columns in various magazines an! ne"s a ers. 71 PROMOTIONPromotion can be loosely classifie! as Qabove the line) and )below the line) promotion -he romotional activities carrie! out through mass me!ia like television, ra!io, ne"s a er etc. is above the line romotion. -he terms Jbelo"&the&line& romotion4 refers to forms of non&me!ia communication, even non&me!ia a!vertising. Some of the e#am les of B-+ romotions are by e#hibitions, s onsorshi activities, ublic relations an! sales romotions like giving free gifts "ith goo!s, tra!e !iscounts given to !ealers an! customers, re!uce! rice offers on ro!ucts, giving cou ons "hich can be re!eeme! later etc. (IS*.@/- (AAS? -o increase the sale retail stores has starte! various !iscount offer !ays. As big bazaar is concern it has big !ays, PA3+I -A,IK3, 'e!nes!ay Bazaar, monthly saving bazaar, o"er of ten.
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& *+,-".'/ -+//0.1:

Persuasive communication bet"een a re resentative of the com any or romoter an! one or more ros ective customers, !esigne! to influence the ersonRs or grou Rs urchase !ecision.
*2B/0(0T3 "F *,"42(T:
Publicity non& ersonal communication in ne"s story form about an organization, its ro!ucts or both, that is transmitte! through a mass me!ium at no charge.
*2B/0( ,+/'T0".:
Public relation is the lanne! an! sustaine! effort to establish an! maintain goo!"ill an! mutual un!erstan!ing bet"een an organization an! its target customers.
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B1 INTRODUCTION TO (".-2!+,
CUSTOMER*ustomer is a erson "ho is "illing to buy the ro!uct an! su orte! by the enough
monetary o"er to ay for it. -he customer buys a ro!uct to fulfill his !eman!. So, the customer e# ects full satisfaction by the ro!uct for "hich he is aying.
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C".-2!+,: .ne that consumes, es ecially
one that ac5uires goods, services for
direct use or ownership rather than for resale or use in production and manufacturing ' consumer is an end user
A customer can in turn resell to a consumer.
For example, the customer can be a toy store who buys from a major brand manufacturer of toy products. The toy store sells to a consumer - the end user.
CONSUMER BEHAVIOUR *onsumer behavior is the stu!y of ho" eo le buy, "hat they buy an! "hy they buy. it attem ts to un!erstan! the buyer !ecision making rocess, both in!ivi!ually an! in grou s it stu!ies characteristics of in!ivi!ual consumers such as !emogra hics, sychogra hics, an! behavioral variables in an attem t to un!erstan! society in general. eo le "ants. It also tries to access influences on the consumer form grou s such as family, frien!s, reference grou s, an! the
Definition of "on#umer 2e a/ior-he mental an! emotional rocess an! hysical activities of eo le "ho urchase an! use ro!ucts an! services to satisfy their nee! an! "ants.
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B171 T3*+- "F (2-T"!+,:

-o un!erstan! consumer behavior "e nee! to break !o"n sho ers into five main ty es?
+oyal customers? -hey re resent no more than 7: ercent of our customer, but make u more than E: ercent of our sales. (iscount customers? -hey sho out store fre1uently, but make their !ecisions base! on the size of our mark!o"ns. Im ulse customers? -hey !o not have buying a articular item at the to of their 5to !o6 list, but come into the store on a "him. -hey "ill urchase "hat seems goo! at the time. /ee! base! customers? -hey have a s ecific intention to buy a articular ty e of item. 'an!ering customers? -hey have no s ecific nee! or !esire in min! "hen they come to the store. ,ather, they "ant a sense of e# erience orMan! community.
0f we are serious about growing our business, we need to focus our effort on the loyal customer, and the merchandise our store to leverage the impulse shoppers The other three types of customer represent a segment of our business, but they can also cause us to misdirect our resources if we put too much emphasis on them
+et me further e# lain the five ty es of customers an! elaborate on on "hat "e shoul! "e !oing "ith them. ,o'al "u#tomer#/aturally, "e nee! to be communicating "ith these customers on a regular basis by tele hone, mail, email etc. these eo le are the once "ho can influence our buying an! merchan!ising !ecisions. /othing "ill make a +oyal customers feel better then soliciting
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their in ut an! sho"ing them ho" much you value it. In my min!, you can never !o enough for them. Many times, the more you !o for them, the more they "ill recommen! you to others.
Di#"ount "u#tomer#-his category hel s ensure your inventory is turning over an! as a result, it is a key contributor to cash flo". -his same grou , ho"ever, can often "in! u costing you money because they are more incline! to return ro!uct. Im)ul#e "u#tomer*learly, this is the segment of our clientele that "e all like to serve. -here is nothing more e#citing then assisting an im ulse sho er an! having them res on! favorably to our recommen!ations. 'e "ant to target our !is lays to"ar!s this grou because they "ill rovi!e us "ith a significant amount of customer insight an! kno"le!ge. Nee$ Ba#e$ "u#tomerPeo le in this category are !riven by a s ecific nee!. 'hen they enter the store, they "ill look to see if they have that nee! fille! 1uickly. If not they "ill leave right a"ay. As !ifficult as it can be to satisfy these eo le, they can also become +oyal customer if they are "ell taken off. +an$erin% Cu#tomer>or many stores, this is the largest segment in terms of traffic, "hile, at the same time, they make u the smallest ercentage of sales. Kee in min!, ho"ever, that although they may not re resent of your imme!iate sales, they are a real voice for you in the commo!ity. Many 'an!ers sho merely for the intervention an! e# erience it rovi!es them. Since they are merely looking for interaction, they are also very likely to communicate to others the e# erience they ha! in store. -herefore, although "an!ering customers cannot be ignore!, the time s ent them nee!s to be minimize!.
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B1B1 BASIC MODE, O: CONSUMER DECISION MA(ING
Sta%e Problem recognition
Brief $e#"ri)tion -he consumer erceives a nee! an! becomes motivate! to solve a roblem
Information search
-he consumer searches for information re1uire! to make a urchase !ecision.
Alternative evaluation Purchase !ecision Post& urchase evaluation
-he consumer com ares various bran!s an! ro!ucts. -he consumer !eci!es "hich bran! to urchase. -he consumer evaluates their urchase !ecision.
B1F1 CUSTOMER SATIS:ACTION

A customer4s satisfaction is a function of the rovi!er4s erceive! erformance an! the customer4s e# ectation. Cu#tomer #ati#fa"tion, is a measure of ho" ro!ucts an! services su meet or sur ass customer e# ectation. lie! by a com any
Cu#tomer Sati#fa"tion in G Ste)#

ItRs a "ell kno"n fact that no business can e#ist "ithout customers. In the business of 'ebsite !esign, itRs im ortant to "ork closely "ith your customers to make sure the site or system you create for them is as close to their re1uirements as you can manage. Because itRs
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critical that you form a close "orking relationshi "ith your client, customer service is of vital im ortance. 'hat follo"s are a selection of ti s that "ill make your clients feel value!, "ante! an! love!.
91 En"oura%e :a"e5to5:a"e Dealin%# -his is the most !aunting an! !o"nright scary art of interacting "ith a customer. If youRre not use! to this sort of thing it can be a retty nerve&"racking e# erience. ,est assure!, though, it !oes get easier over time. ItRs im ortant to meet your customers face to face at least once or even t"ice !uring the course of a ro0ect. My e# erience has sho"n that a client fin!s it easier to relate to an! "ork "ith someone theyRve actually met in erson, rather than a voice on the hone or someone ty ing into an email or messenger rogram. 'hen you !o meet them, be calm, confi!ent an! above all, take time to ask them "hat they nee!. I believe that if a otential client s en!s over half the meeting !oing the talking, youRre "ell on your "ay to a sale. 71 Re#)on$ to Me##a%e# Prom)tl' H (ee) Your Client# Informe$ -his goes "ithout saying really. 'e all kno" ho" annoying it is to "ait !ays for a res onse to an email or hone call. It might not al"ays be ractical to !eal "ith all customersR 1ueries "ithin the s ace of a fe" hours, but at least email or call them back an! let them kno" youRve receive! their message an! youRll contact them about it as soon as ossible. )ven if youRre not able to solve a roblem right a"ay, let the customer kno" youRre "orking on it. A goo! e#am le of this is my cell hone. -heyRve ha! some trouble "ith re airing my han!set "hich "as in "arranty erio!. (ue to some arts roblem they "as not able to give me on time. At every ste I "as calle! an! tol! e#actly "hat "as going on, "hy things "ere going "rong, an! ho" long it "oul! be before they "ill give my cell hone back. -hey also a ologize! re eate!ly, "hich "as nice. )ven they took time to kee me informe!, it !i!nRt seem so ba!, an! I at least kne" they "ere !oing something about the roblems. -hat to me is a rime e#am le of customer service. B1 Be :rien$l' an$ A))roa" a2le
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A fello" Site Pointer once tol! me that you can hear a smile through the hone. -his is very true. ItRs very im ortant to be frien!ly, courteous an! to make your clients feel like youRre their frien! an! youRre there to hel them out. -here "ill be times "hen you "ant to beat your clients over the hea! re eate!ly "ith a blunt ob0ect & it ha ens to all of us. ItRs vital that you kee a clear hea!, res on! to your clientsR "ishes as best you can, an! at all times remain olite an! courteous. F1 Ha/e a Clearl'5Define$ Cu#tomer Ser/i"e Poli"' -his may not be too im ortant "hen youRre 0ust starting out, but a clearly !efine! customer service olicy is going to save you a lot of time an! effort in the long run. If a customer has a roblem, "hat shoul! they !oP If the first o tion !oesnRt "ork, then "hatP Shoul! they contact !ifferent eo le for billing an! technical en1uiriesP If theyRre not satisfie! "ith any as ect of your customer service, "ho shoul! they tellP -hereRs nothing more annoying for a client than being asse! from erson to erson, or not kno"ing "ho to turn to. Making sure they kno" e#actly "hat to !o at each stage of their en1uiry shoul! be of utmost im ortance. So make sure your customer service olicy is resent on your site && an! any"here else it may be useful. C1 Attention to Detail ;al#o 3noIn a# >T e ,ittle Ni"etie#>< 3ave you ever receive! a 3a y Birth!ay email or car! from a com any you "ere a client
ofP 3ave you ever ha! a ersonalize! sign&u confirmation email for a service that you coul! tell "as ty e! from scratchP -hese little niceties can be time consuming an! arenRt al"ays cost effective, but remember to !o them. )ven if itRs as small as sen!ing a 3a y 3oli!ays email to all your customers, itRs something. It sho"s you careK it sho"s there are real eo le on the other en! of that screen or tele honeK an! most im ortantly, it makes the customer feel "elcome!, "ante! an! value!. D1 Anti"i)ate Your Client># Nee$# H Go Out Of Your +a' to Hel) T em Out Sometimes this is easier sai! than !oneS 3o"ever, achieving this su reme level of un!erstan!ing "ith your clients "ill !o "on!ers for your "orking relationshi .
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-ake this as an e#am le? youRre "orking on the front&en! for your clientRs e#citing ne" ecommerce )n!eavour. Aou have all the images, originals an! files backe! u on your !eskto com uter an! the site is going really "ell. (uring a meeting "ith your client heMshe ha ens to mention a har!&co y brochure their internal marketing eo le are !evelo ing. As if by magic, a cou le of "eeks later a *(&,.M arrives on their !oorste com lete "ith high resolution versions of all the images youRve use! on the site. A note accom anies it "hich rea!s? "Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you with large-scale copies of the graphics I've used on the site. Hopefully you'll be able to make use of some in your brochure." Aour client is heartily im resse!, an! remarks to his colleagues an! frien!s ho" very hel ful an! consi!erate his 'eb !esigners are. Mean"hile, in your office, you lay back in your chair !rinking your Cth cu of coffee that morning, safe in the kno"le!ge this ha sen! several referrals your "ay. G1 Honor Your Promi#e# ItRs ossible this is the most im ortant oint in this article. -he sim le message? "hen you romise something, !eliver. -he most common e#am le here is ro0ect !elivery !ates. *lients !onRt like to be !isa ointe!. Sometimes, something may not get !one, or you might miss a !ea!line through no fault of your o"n. Pro0ects can be late, technology can fail an! sub&contractors !onRt al"ays !eliver on time. In this case a 1uick a ology an! assurance itRll be rea!y ASAP "oul!nRt go amiss. Con"lu#ion *ustomer service, like any as ect of business, is a ractice! art that takes time an! effort to master. All you nee! to !o to achieve this is to sto an! s"itch roles "ith the customer. 'hat "oul! you "ant from your business if you "ere the clientP 3o" "oul! you "ant to be treate!P -reat your customers like your frien!s an! theyRll al"ays come back. y customer "ill
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F1 RESEARCH OBJECTIVE
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Main o2&e"ti/e of the stu!y is to fin! out the buying behavior of the customers.
Some e*ten#i/e o2&e"ti/e# are

9. -o !etermine the current status of Big Bazaar. 7. -o fin! out the customers res onse to"ar!s Big Bazaar. B. -o stu!y the satisfaction level of customers in !ifferent attributes of Big Bazaar. 8. -o kno" the catchment area of the store E. -o i!entify the fre1uency of customer visit D. -o give some i!ea to Big Bazaar that "ill give an e!ge to make customer services more better.
Ot er o2&e"ti/e# are9. -o relate various conce ts stu!ie! in first t"o semesters to a real organizational environment 7. -o buil! u confi!ence an! im rove a!a tability B. -o un!erstan! ,etail & Marketing conce ts better
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8. 3o" to interact "ith !ifferent categories of eo le E. -o un!erstan! the cor orate "orl! an! its life
C1 RESEARCH METHODO,OGY
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-echnology an! customers tastes an! references lay a vital role in to!ay4s generation. ,esearch Metho!ology is a set of various metho!s to be follo"e! to fin! out various information regar!ing market strata of !ifferent ro!ucts. ,esearch Metho!ology is re1uire! for every in!ustrial service in!ustries for getting ac1uire kno"le!ge of their ro!ucts.
PERIOD O: STUDY-his stu!y has been carrie! out for a ma#imum 8E !ays.
AREA O: STUDY-he stu!y is e#clusively !one in the area of marketing. It is a rocess re1uiring care, so histication, e# erience, business 0u!gment an! imagination for "hich there can be no mechanical substitutes. -his stu!y "as !one in big bazaar "hich is situate! in bansankari, Bangalore.
SAMP,INGSam ling is the rocess of selecting units $e.g., eo le, organizations% from a o ulation of interest so that by stu!ying the sam le "e may fairly generalize our results back to the o ulation from "hich they "ere chosen.
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SAMP,ING METHODS
Before an organization con!ucts rimary research it has to be clear "hich res on!ents it "ishes to intervie". A com any cannot ossibly intervie" the "hole o ulation to get their o inions an! vie"s. -his sim ly "oul! be too costly an! unfeasible. A sam le of the o ulation is taken to hel them con!uct this research. -o select this sam le there are again !ifferent metho!s of choosing your res on!ents, a mathematical a roach calle! R robability sam lingR an! a non& mathematical a roach, sim ly calle! Rnon& robability sam lingR. +et4s look at these in a little more !etail.
PROBABI,ITY SAMP,ING METHODS K

A mathematical chance of selecting the res on!ent Sim)le Ran$om Sam)lin% 'ith this metho! of sam ling the otential eo le you "ant to intervie" are liste! e.g. a grou of 9:: are liste! an! a grou of 7: may be selecte! from this list at ran!om. -he selection may be !one by com uter. S'#temati" #am)le# .ut of the 9:: eo le "e talke! about above, systematic sam ling suggests that if "e select the Eth erson from the above list, then "e "oul! select every Eth, 9:th, 9Eth, 7:th etc. -he attern is the every consecutive Eth. If the Dth erson "as selecte! then it "oul! be every consecutive Dth. Multi5Sta%e Sam)le# &it2 t2is sampling pro"ess t2e respondents are "2osen t2roug2 a pro"ess of defined stages. 5or e/ample residents 8it2in Islington 97ondon: may 2a#e been "2osen for a sur#ey t2roug2 t2e follo8ing pro"ess;
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-hroughout the @K the south east may have been selecte! at ran!om, $ stage 9%, "ithin the @K +on!on is selecte! again at ran!om $stage 7%, Islington is selecte! as the borough $stage B%, then olling !istricts from Islington $stage 8% an! then in!ivi!uals from the electoral register $stage E%. As !emonstrate! five stages "ere gone through before the final selection of res on!ents "ere selecte! from the electoral register.
N8N PROBAB,ITY SAMP,ESCon/enien"e Sam)lin% 'here, the researcher 1uestions anyone "ho is available, this metho! is 1uick an! chea . 3o"ever "e !o not kno" ho" re resentative the sam le is an! ho" reliable the result. Luota Sam)lin% @sing this metho! the sam le au!ience is ma!e u of otential urchasers of your ro!uct. >or e#am le if you feel that your ty ical customers "ill be male bet"een 9<&7B, female bet"een 7D&B:, then some of the res on!ents you intervie" shoul! be ma!e u of this grou , i.e. a 1uota is given. Dimen#ional Sam)lin% An e#tension to 1uota sam ling, the researcher takes into account several characteristics e.g. gen!er, age income, resi!ence e!ucation an! ensures there is at least one erson in the stu!y that re resents that o ulation. ).g. out of 9: eo le you may "ant to make sure that 7 eo le are "ithin a certain gen!er, t"o a certain age grou "ho have an income rate bet"een T7E::: an! TB::::, this "ill again ensure the accuracy of the sam le frame again.
SAMP,ING PROCEDURE47
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-he ran!om sam ling is !one because any robability sam ling roce!ure "oul! re1uire !etaile! information about the universe, "hich is not easily available further, it being an e# loratory research.
SAMP,ING SIZE- -he sam ling size of the stu!y is 9E: users.
DATA-he term !ata refers to grou s of information that re resent the 1ualitative or 1uantitative attributes of a variable or set of variables. (ata are ty ically the results of measurements an! can be the basis of gra hs, images, or observations of a set of variables. (ata are often vie"e! as the lo"est level of abstraction from "hich information an! kno"le!ge are !erive!. Raw data refers to a collection of numbers, characters, images or other out uts from !evices that collect information to convert un rocesse!. hysical 1uantities into symbols, that are
DATA CO,,ECTIONPRIMARY DATA(ata is collecte! from various customers through ersonal interaction. (ata is collecte! by survey, formal !iscussion an! observation "ith !ifferent res on!ents. S@,L)A M)-3.(? (ata are usually collecte! through the use of 1uestionnaires. -he !ata is collecte! by mean of sim le survey !one in the retail store of the customers. .BS),LA-I./ .> *./S@M),? .bservation of customers is often a o"erful tool. +ooking at ho" consumers select ro!ucts may yiel! insights into ho" they make !ecisions an! "hat they look for. .bserving consumers, tells about?& 'hat is he looking in the ro!uctP Is he bran! loyalP
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Is he more or less rice sensitiveP Is he more intereste! in ackaging, manufacturing, etc .bservation may hel us !etermine ho" much time consumers s en! com aring rices, or "hether nutritional labels are being consumer.
SECONDARY DATASecon!ary !ata "as collecte! through internet sources, research re orts by various institutions. a ers, an! ublishe!
RESEARCH DESIGN H
-he research "ork is e# loratory in nature, an! is meant to rovi!e the basic information re1uire! by research ob0ectives. It is a reliminary stu!y base! on rimary !ata an! the fin!ings can be consoli!ate! after a !etaile! conclusive stu!y has been carrie! out.
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D1 ,IMITATION
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Pre aration of a ro0ect re ort an! conclu!ing a research is a "hole rocess "hich is carrie! out in a number of ste s. -herefore throughout the "hole rocess of research there are a number of !ifficulties encountere! by researcher, at every ste . In the resent stu!y "e may assume follo"ing limitation.
(ata !on4t re resent entire o ulation behavior. It is very !ifficult to measure erce tion by means of mathematical calculation. -his research "as !one in Bangalore city only hence this *onclusion is vali! only for Bangalore. It "as assume! that res on!ent have the kno"le!ge about big bazaar but if he !o not have ro er kno"le!ge then result may come "rong. -he res on!ent vie" oint on the stu!yM1uestionnaire urely 0u!gment an! may be in!uce! by other reasons also.
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G1 ANA,YSIS
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91 AGREE +ITH PUNCH ,INE As big bazaar says 5IS S) ! "! A@, !#H#HH! KA3I /A3I6, !oes big bazaar match thisP TAB,E 91 SHO+ING AGREE +ITH PUNCH ,INE1 No1 of re#)on$ant A)S /. 9:8 8D Per"enta%e DF.BB B:.DD
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Inferen"e>rom the above table it is clear that the DF.BB; ma0ority of res on!ent agree "ith the unch line an! B:.DD; not agree "ith big bazaar unch line.
71 STATE5O:5ORIGIN O: RESPONDENTSTa2le 71 S oIin% t e #tate5of5ori%in of re#)on$ent#MMM1 /o. 9 7 B 8 E ,egion Karnataka -amil /a!u AP Kerala /orth In!ia /o. of ,es on! EB 9B 7: 98 D: Percentage BE.BB <.D 9B.BB F.B 8:
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Inferen"e>rom the above table it is clear that the 8:; ma0ority of res on!ent belongs to north In!ia, an! BE.BB; customer belong to Karnataka "here store is locate! an! remaining 9B.BB; $AP%, F.B;$Kerala%, <.D;$-amil /a!u%.3ere one thing "hich, I "oul! like to a!! is that, res on!ents "ho is belonging to other then these five regions like "est Bangal I have a!! that in north In!ia, so !ue to that north In!ia may have ma0or art. An!
B1 A+ARENESS ABOUT THE REGION SPECI:IC PRODUCTS Ta2le B /o. of ,es on!ents EC FB Percentage B< D7
A"are /ot a"are
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Inferen"e>rom the above table it is clear that the only B<; customer are a"are about the region s ecific ro!uct an! D7; ma0ority of res on!ent is not a"are about the region s ecific ro!uct. Big bazaar is trying to come "ith some region s ecific ro!uct but there is a nee! of a!vertise such ro!uct..
F1 BI,,ING SIZE Ta2le5F Billin% Value +ess than E:: E::&9E:: 9E::&B::: B:::&E::: Above E::: No1 of re#)on$ent B8 DE BF 9: 7 Per"enta%e 77.DD 8B.BB 7D D.DD 9.BB
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Inferen"e>rom the above table it is clear that 8B.BB; ma0ority of eo le are having their billing size bet"een E:: to 9E:: for sho ing at big bazaar an! 7D; eo le are having B:::&E:::.
C1 RATING :OR THE STORE
C191 ABOUT PRICE
Ta2le5C Ratin% Lery goo! 2oo! Average No1 of re#)on$ent 98 <F 8E Per"enta%e 7.DD EF.BB B:
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Ba!
9.BB
Inferen"e>rom the above table it is clear that EF.BB; ma0ority of customers think that the rice is reasonable an! F; customer think that rice is very reasonable an! remaining B:; think that rices are fairly reasonable only 9.BB; think that the rice is ba!.
C171 ABOUT LUA,ITYTa2le5D Ratin% Lery goo! 2oo! Average Ba! No1 of re#)on$ent 9: CB D9 :< Per"enta%e :C; 8<; 8:; :E;
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Inferen"e>rom the above table it is clear that 8<; ma0ority of customers think that the 1uality of ro!ucts is goo! an! E; of customers think that 1uality is ba!, but still there is a nee! to im rove the 1uality because only C; customer thinks that 1uality is very goo! an! "e shoul! kno" that 1uality lays an im ortant role for the ro!uct. C1B1 ABOUT AVAI,ABI,ITY Ta2le5G Ratin% Lery goo! 2oo! Average Ba! No1 of re#)on$ent BE D8 B< 9B Per"enta%e 7B.BB; 87.DD; 7E.BB; :<.DD;
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Inferen"e>rom the above table it is clear that 87.DD; ma0ority of customers think that the ro!uct availability is goo! an! <.DD; of customers think that the ro!uct availability is ba!.
C1F1 ABOUT DISCOUNT O::ERSTa2le56 Ratin% Lery goo! 2oo! Average Ba! No1 of re#)on$ent BF C9 8D B Per"enta%e 78.E7; 88.DE; 7<.FB; :9.<<;
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Inferen"e>rom the above table it is clear that 88.DE; ma0ority of customers think that the !iscount offers are goo! an! 9.<<; of customers think that !iscount offers are ba!. 3ere 78; customer thinks that !iscount offers are very goo! "hich is a goo! thing for Big Bazaar.
C1C1 ABOUT PRODUCT DISP,AYSTa2le54 Ratin% Lery goo! 2oo! Average Ba! No1 of re#)on$ent 7E 9:B 9< 8 Per"enta%e 9D.DD; D<.DD; 97; :7.DC;
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Inferen"e>rom the above table it is clear that D<.DD; ma0ority of customers think that the ro!uct !is lay is goo! an! 7.DC; of customers think that ro!uct !is lays is ba!. C1D1 ABOUT STA:: BEHAVIOURTa2le598 Ratin% Lery goo! 2oo! Average Ba! No1 of re#)on$ent 7E CD B< 99 Per"enta%e 9D.DD; E:.DD; 7E.BB; :C.BB;
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Inferen"e>rom the above table it is clear that E:.DD; ma0ority of customers think that the staff behavior is goo! an! C.BB; of customers think that behavior is ba!, but "e can4t ignore this because for the retention of the customer it is an im ortant factor. C1G1 ABOUT BI,,ING SPEEDTa2le599 Ratin% Lery goo! 2oo! Average Ba! No1 of re#)on$ent 9: B7 CE 9< Per"enta%e :C.8:; 7B.C:; EE.EE; 9B.BB;
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Inferen"e>rom the above table it is clear that EE.EE; ma0ority of customers think that the billing s ee! is average an! 9B.BB; of customers think that it is ba! so there is a nee! to increase the cash counter s ecially on the business !ays. 3ere if a customer "ants to urchase fe" items then he "ill think, not to come because no" nobo!y has time for "aiting for the billing.
C161 ABOUT STORE ENVIRONMENT-
Ta2le597 Ratin% Lery goo! 2oo! Average Ba!

No1 of re#)on$ent 79 FE B9 B
Per"enta%e 98; DB.BB; 7:.DC; :7;

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Inferen"e>rom the above table it is clear that DB.BB; ma0ority of customers think that the store environment is goo! an! 7; of customers think that store environment is ba!.
D. CUSTOMER PRE:ERENCE ABOUT VARIOS ATTRIBUTESTa2le-9B
Attri2ute#NRan3 Bran$ Pri"e an$ $i#"ount

9#t 7F 7B
7n$ 9F 79
Br$ 9< DC
Ft 89 9D
Ct 8B 7B
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Lualit' H Value for Mone' Dura2ilit' H After #ale# #er/i"e Nee$
7: 9E DB
C: 98 7D
9< 9C B:
7D EB 98
9D E9 9C
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Inferen"e*ustomer reference about attributes "hile sho $ rice%, 9B.BB; $1uality%, 9:; $!urability%. 7n$ )referen"e 8D.DD; $1uality%, 9C.BB; $nee!%, 98; $ rice%, 97.DD; $Bran!% an! F.BB; $!urability% Br$ )referen"e 88.BB; $ rice%, 97; $bran!%, 97; $1uality%, 99.DD; $!urability%, 9:; $nee!% Ft )referen"e BE.BB; $!urability%, 7C.BB; $bran!%, 9C.BB; $1uality%, 9:.DD; $ rice% an! F.BB; nee! Ct )referen"e B8; $!urability%, 7<.DD; $Bran!%,9E.BB; $Price% 99.DD; $ nee!%, 9:.DD; $1uality% ing, Analysis sho"s that 87; of
res on!ents has given 9#t )referen"e to nee! an! follo"ing by 9F.BB; $bran!%, 9E.BB;
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G1 :RELUENCY O: VISITING BIG BAZAR Ta2le59F >,)I@)/*A .> LISI-I/2 /.. .> ,)SP./()/P),*)/-A2) 'eeken!s 8E B:; 'e!nes!ay 9E 9:; .nce in 9E !ays 7B 9E.BB; once in a month 7C 9<; Any time 8: 7D.DC;
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Inferen"e>rom the above table it is clear that B:; of customers visit fre1uently on "eeken!s an! 9:; of customer visit on 'e!nes!ay. 3ere may be one thing that the customer "ho visit once in 9E !ays or once in a month, he can also come on "eeken!s an! 'e!nes!ay also.
61 MEDIUM :OR (NO+ING THE O::ERSTa2le59C Me!ium /e"s Pa er 'or! of mouth 3oar!ings Announcement in store Pam hlets !istribute! -LMra!io /o. of ,es on!ents <D B7 E 9F : 9:
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Inferen"e>rom the above table it is clear that ne"s a er is the most effective me!ium of kno"ing the offers an! "or! of mouth is also calculative factor. 3ere, a!vertisement in ne"s a er is in the han! of management of big bazaar so there is a nee! to a!vertise in ne"s a ers more an! more. 41 AVERAGE TIME SPENDING :OR SHOPPING AT BIG BAZAAR Ta2le59D (istance +ess than 7 km 7&E km E&9: km More than 9: km /o. of ,es on!ents E7 E: 8E 9< Percentage B8.DD BB.BB B: 97
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Inferen"e>rom the above table it is clear that B8.DD ercent customer live "ithin 7 km area, BB.BB; live in 7&Ekm an! B: ercent live in E&9:km. so ther is not a big !ifference in the ercentage of customers staying, "e can say that till 9: km, big bazaar is able to ull the customers.
981 OTHAR STORE VISITING BY THE CUSTOMER Ta2le59G Store Mega mart ,eliance fresh >oo! "orl! -otal More .thersGGG. No1 of re#)on$ent# E7 9:E B< 7C E: 7< Per"enta%e 9C BE 9B F 9C F
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Inferen"e- >rom the above table it is clear that BE; ma0ority of customer visit or sho s from reliance fresh, so it is the ma0or com etitor for big bazaar an! for foo! bazaar mostly, behin! it the region may be reliance fresh stores are locate! every "here an! secon! ma0or com etitor are mega mart an! more because mega mart store is also locate! near to big bazaar, Bansankari so customer "ho visit the big bazaar can go for that. 991 AGE O: THE CUSTOMER Ta2le5 96 A2) I/ A)A,S +ess than 7: /.. .> ,)SP./()/-S P),*)/-A2) 7D 9C.BB; D: 8:; E: B7.DD; 9E 9:; Bet"een 7: to B: Bet"een B: to 8: Above 8:
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Inferen"eI met "ith eo le having !ifferent age grou s. -he eo le that I have met most belong to age grou 7:&B: years an! having 8:; an! eo le belonging to age grou above 8: years is having least 9:;. Peo le in the age grou of B:&8: years is having BB;
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61 CONC,USION AND RECOMMENDATIONS
*onclusions follo"e! by recommen!ations form the basis of the re ort more soli!. -he conclusion roves the analysis that is carrie! out in the re ort an! on the basis of these conclusions, recommen!ations are given. (uring the course of the stu!y it "as foun! that big bazaar is lacking o ularity !ue to the less concentration on the management of customer !ata base.
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In the survey an! analysis it "as foun! that the Buying Behavior of the customers !e en!s on variety of factors like /ee!, *ost, Iuality, (urability, Pro!uct range an! some other factors.
A$/erti#ement# -he organization shoul! also concentrate u on the A!vertisement strategies an! shoul! come u "ith the innovative a!s.
/ame recall amongst the *onsumer *ategories is lo" because of less fre1uency of the -L a!vertisements.
-he organization shoul! have customer !ata base so that information about offers can be conveye! to the customer an! customer segregation can also be !one. -he ,etailing in!ustry is booming. In or!er to ta the otential market, the *om any can a!vertise in a magazine name! like J(aily ne"s recor!4. -his "ill hel in sho"casing the ro!ucts of the magazine. -his can a!! an e#tra s ice to sales.
Pla"e >oo! bazaar has less stores in com arison to ,eliance fresh. So increasing the stores increase the availability in the market because a customer "ants to urchase foo! items mostly near to the home. 'e can see the traffic roblem in city so he !o not thinks "ell to go far for !aily re1uire! items.
Human Re#our"e
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-he organization shoul! concentrate on human ,esources, training & !evelo ment. It shoul! rovi!e ro er training to the staff an! as "ell as to the romoters because romoter "ho are in the store they are also the art of organization. -hey shoul! have ro er communication skill, ro!uct kno"le!ge an! they shoul! also be a"are about the sections "hich are in store so that they can res onse to the customer easily.
If a ne" romoter comes then com any shoul! give a small brief about the rule an! regulation before sen!ing himMher on the floor.
Pro$u"t .rganization shoul! focus on the availability of the ro!uct "hich is !eman!e! by the customer more or less instea! of focusing on the rofitable bran!s only. As big bazaar is kno"n for chea er an! better but there is a nee! to increase the 1uality. >or e#am le, fashion !e artment has not too much 1uality garment.
Pri?e H )romotion *om any shoul! focus on their Price. It shoul! kno" the com etitors rice an! accor!ing to that there shoul! be a ro er action to !eci!e the rice an! !iscount offers.
Cu#tomer #er/i"e# .n the "eeken!s mostly, there is long 1ueue for the billing "hich takes a huge time so there shoul! be an increment in the number of cash counters. >rom the analysis it is clear that more than E:; customers live "ithin Ekm area, so if it ossible big bazaar shoul! increase its home !elivery !istance.
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.n the business !ays again it is seen that there is a 1ueue in front of lift so there is a nee! to solve the roblem by using escalator or big size lifts because !ue to this customer !o not "ant to go on the above floor an! these floor are having high value ro!uct.
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41 BIB,OGRAPHY
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BOO(SK.-+), P3I++IP,K)++), K)+LI/ Marketing Management, Pata argan0, (elhi, (orling Kin!ersley$In!ia% Pvt.+t! , 7::C,
K@MA, A,@/ A/( M))/AKS3I / Marketing Management, /araina, /e" (elhi, )#cel Books Pvt. +t!. *onsumer behavior, ro!uce! by e#cel books vt. +t!. >or AIMA&*M)
INTERNET""".financiale# ress.comMne"sM>uture&2rou &to&hive&off&Big&BazaarM """.fibre7fashion.comMface7faceM antaloonMkishorebiyani.as """.thehin!ubusinessline.comMi"M7::EM97M7EMstoriesM
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981 APPENDICES
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LUESTIONNAIRES 9. As big bazaar says 5IS S) ! "! A@, !#H#HH! KA3I /A3I6, !oes big bazaar match thisP a1 'e# b1 no 7. 'hich native $state% !o you belong P a. Karnataka b. -amil /a!u c. AP
d. Kerala
e. /orth In!ia
B. Are you a"are about your ,egion s ecific ro!uct "hich is available in storeP a. yes b. no If yes, "hat you urchase GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGG.. 8. 3o" much on average !o you s en! on your lanne! sho a. less than E:: b. Rs.E::&9E:: c. ,s.9E::&B::: d. RsB:::&E::: e. RsE::: an! above E. 3o" "oul! you rate the follo"ing in our storeP ing $one time% at big bazaarP
Ver' %oo$ Ba$

a. Prices b. Iuality c. Availability d. (iscount offers e. Pro!uct !is lays f. Staff behavior
Goo$
A/era%e
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g. Billing s ee! h. Store environment D. >eatures you look in a ro!uct before making urchase P 2ive references $9&3ighest, E& least% Bran! Price an! (iscount Iuality & Lalue for money (urability an! After sales service /ee!
C. 3o" fre1uently !o you visit our storeP a. 'eeken!s b. 'e!nes!ay d. .nce in a month e. Any time
#. .nce in 9E !ays
<. 3o" !o you come to kno" about the offersP a. /e"s a ers b. 'or! of mouth c. hoar!ings d. announcement in store e. am hlets !istribute! f. -LMra!io F. 3o" much time !o you s en! for sho ing in Big&bazaar P a.9 hour b.9&7 hours c. 7&B hours d. more than B hours 9:. 3o" much !istance !o you travel to come here P a. less than 7 km b. 7&E km c. E&9:km !. more than 9: km
99. 'hat other store !o you visit other then big bazaarP $you can choose multi le o t.% a. mega mart b. ,eliance fresh f. otherGGGGGG c. foo! "orl! !. -otal e. more
Anything you foun! better than big bazaar thereGGGGGGGGGGGGGGGGGG GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGG. 97. 'hat attracts you for sho ing at big bazaar P
GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGG. .
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9B. Any suggestion to service you better. GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGG.GGGG. GGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGGG G.. &&&&&&&&&&&&&&&&&&&& Tell u# a little more a2out 'our #elf &&&&&&&&&&&&&&&&&&&&&&&& /ameGGGGGGGGGGGGGGGG. ageGGG se#? MM>GGGGGGGG. Mob noGGGGGGG................ .ccu ationGGGGGGGGGG.............................. Monthly family incomeGGGGGGGGGGGGGGGGGGGGGGGGGGGG
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A STUDY ON CONSUMER BEHAVIOR AT BIG BAAZAR

Acharya Institute of Management & sciences, Bangalore

Pla"e- Bangalore DateAjay Kumar Gupta

Acharya Institute of Management & sciences, Bangalore

Pla"e- Bangalore Date- 45657898 A&a' (umar Gu)ta

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

"esearc# met#odolog) Limitations Anal)s is

Conclusion - recommendation Bi%liogra/#) A//endices

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

(EY P,AYERS IN THE INDUSTRY

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

-he ambience an! customer care a!!s on to the sho

. I# Se Sa#ta Aur A"" a (a in Na in =0

Acharya Institute of Management & sciences, Bangalore

Food Beauty ! &ellness 5as2ion

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

BIG BAZAAR PROMISES111

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

91C1 BOARD O: DIRECTORS

Acharya Institute of Management & sciences, Bangalore

Mr. S (ores"amy, In!e en!ent (irector

Acharya Institute of Management & sciences, Bangalore

91D1 S+OT Anal'#i#

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

!irectly res onsible to maintain the e1uilibrium bet"een mass

7191 MAR(ETING STRATEGY

Acharya Institute of Management & sciences, Bangalore

71 TARGETINGAcharya Institute of Management & sciences, Bangalore Page

B1 POSITIONINGPositioning involves im lementing our targeting.

Big bazaar is positioning

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

7171 MAR(ETING MIE

Acharya Institute of Management & sciences, Bangalore

enter rise, an!

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

RETAI, PROMOTION MIE

price, and availability of product

a huge amount on informative advertising

Acharya Institute of Management & sciences, Bangalore

& *+,-".'/ -+//0.1:

*2B/0(0T3 "F *,"42(T:

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

C".-2!+,: .ne that consumes, es ecially

one that ac5uires goods, services for

A customer can in turn resell to a consumer.

Acharya Institute of Management & sciences, Bangalore

B171 T3*+- "F (2-T"!+,:

Acharya Institute of Management & sciences, Bangalore

B1B1 BASIC MODE, O: CONSUMER DECISION MA(ING

2B/0(0T3 "F ,"42(T: