INTRODUCTION

1.
0 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 appraisal 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
customer 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 businesss.
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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.
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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
company’s marketing stimuli in the shape of product, promotion, price and distribution strategy.
Consumer often purchases 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”.
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DETAILED MODEL OF
FACTORS INFLUENCING CONSUMER BEHAVIOR
Cultural
Factors
Social
Factors
Culture
Reference Personal
groups Factors
Sub
Age and Life Psychological
Culture
Cycle
Family Factors
Occupation
Economic Motivation
Social
Circumstances
Class Perception
Lifestyle
Roles & Personality Learning Buyers
Status and Self
Beliefs and
Concept
Attitudes
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CULTURAL FACTORS:
Culture: Culture is the most fundamental determinant of a person’s 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 person’s 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 as “the process by which an individual selects, organizes,

intercepts, information, inputs to create a meaningful picture of the world.
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INDUSTRY PROFILE
Retail industry largest industry, accounting for are 10% of the country’s GDP and around 8% of
the employment retail industry in India is at the cross roads. It has emerged as one of the most
dynamic and fast paced industry with several players entering the market, but because of the
heave initial investment required break even is difficult to achieve and many of these players
have not tasted success so far.
However the future is promising; the market is growing, government policies are becoming more
favorable and emerging technologies are facilitating operations. Retailing in India is gradually
inching its way towards becoming the next boom industry. The whole concept of shopping has
altered in terms of format and consumer buying behavior ushering in a revolution in shopping in
India.
SUM KEY FACTORS
 RETAIL IS India’s largest industry accounting for over 10% of the country’s GDP and
around 8%of the employment.
 The market size of the Indian retail industry is about US $312 billion.
 Retailing in India is gradually inching its way towards becoming the next boom industry.
 A large young working population with average age of 24 years.
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INDIA’S CONSUMPTION COSMO
During the past decade, private final consumption expenditure has been the key driver of
economic growth in India.
Growth
domestic
product
$973billion
Government Private final Capital

spending consumption Formation
$108 billion Expenditure $273 billion
(11%) $592 billion (29%)
60%
Utility payments
Fuel transportation
Electricity, water Consumption
communication spending $350
Expenditure on billion
medical &
education
$242billion
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The $ 350 billion consumption spending provides the single biggest business opportunities in
India and is divided into same key categories led by food, fashion and home products.
Fashion
Accessories
Fashion
5.5%
Accessories Consumer
$225b
5.5% $225b Durable
4%
$14b
Fashion
Accessories
5.5% Furniture
$225b Fashion 3.4%
Accessories $12b
5.5%
$225b
Fashion
Accessories
5.5% Fashion
$225b Accessories
5.5%
Fashion $225b
Accessories Fashion
5.5% Accessories
$225b 5.5%
$225b
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COMPANY PROFILE
TYPE PRIVATE
INDUSTRY RETAIL
FOUNDED 2001; 18 YEARS AGO
FOUNDERS KISHORE BIYANI
HEADQUARTERS MUMBAI, MAHARASHTRA,

INDIA
NUMBER OF LOCATION 256 STORES NATION WIDE
KEY PEOPLE SARVESH SHIVNATH

SHUKLA (FOUNDER)
SADASHIV NAYAK
(PRESIDENT & CEO)
SERVICES FUTURE PAY
WEBSITE BIGBAZAAR.COM
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Big Bazaar is an Indian retail store that open by sarvesh a chain of hypermarkets, discount
department stores, and grocery stores. The retail chain was founded by Kishore Biyani under his
parent organisation Future Group, which is known for having a significant prominence in Indian
retail and fashion sectors. Big Bazaar is also the parent chain of Food Bazaar, Fashion at Big
Bazaar(abbreviated as fbb) and eZone where at locations it houses all under one roof, while it is
sister chain of retail outlets like Brand Factory, Home Town, Central, eZone, etc.
Founded in 2001,Big Bazaar is one of the oldest and largest hypermarkets chains of India,
housing about 250+ stores in over 120 cities and towns across the country.
Big Bazaar was founded in 2001 by Kishore, the founder and chief executive officer (CEO) of
the parent company, the Future Group. Indian actress Asin and the former Captain of Indian
cricket team, Mahendra Singh Dhoni have previously endorsed for the fashion vertical of Big
Bazaar.
Big Bazaar was introduced by the Future Group in September 2001 with the opening of its first
four stores in Kolkata, Indore, Bengaluru and Hyderabad within a period of 22 days. Started by
Kishore Biyani, Big Bazaar was launched mainly as a fashion format selling apparel, cosmetics,
accessories and general merchandise. Over the years, the retail chain has included in its portfolio
a wide range of products and services, ranging from grocery to electronics.
The current retail formats of the Future Group include Big Bazaar, Food Bazaar, Electronic
Bazaar and Furniture Bazaar. According to Kishore Biyani, the inspiration behind this entire
retail format was from Saravana Stores, a local store in T. Nagar, Chennai. Big Bazaar is
popularly known as the ‘Indian Wal-Mart’ today.
In the second year of operations, Big Bazaar tied up with Indian banking giant ICICI Bank and
launched the Big Bazaar ICICI Bank Card. In the same year, the first Food Bazaar store was also
launched at High Street Phoenix mall in Mumbai, marking the retailer’s entry into dedicated
food retail.
In 2003, Big Bazaar made its foray into small towns and cities. The first store in this category
was launched that year in Nagpur. The franchise also welcomed its 10 millionth customer at its
new store in Gurgaon in the same year.
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Over the next two years, Big Bazaar consolidated its position in the Indian retail landscape. This
phase of growth included the setting up of the Mumbai store in Lower Parel, which registered a
record Rs 10 million turnover in a single day on Diwali-eve in 2004. In 2005, the first Big
Bazaar Exchange Offer was launched, which has quickly gained popularity among customers.
In 2006, further changes in loyalty marketing took place with the launch of the housewife-centric
credit card, Shakti. Jewellery store ‘Navaras’ was also launched that year within Big Bazaar
stores which became the first store-in-store concept to be launched by the brand. Another
dedicated retail format launched in 2006 is Furniture Bazaar.In 2007, Big Bazaar partnered with
a shopping portal Futurebazaar.com and expanded its retail footprint to 50 stores.
The following year, 2008, witnessed by far the fastest growth in terms of retail expansion for Big
Bazaar, with the launch of the 101st store. Joining the league of India’s Super brands and voted
among the top ten service brands in the country by the Pitch-IMRB international survey, Big
Bazaar became much more than a household name. The year also saw the launch of the Monthly
Bachat Bazaar (Monthly Budget Market) campaign, which provided significantly low prices and
gave discounts on bulk purchases in the first week of the month.
Over the next two years, Big Bazaar carved its own niche in modern retail and became the
largest brand in the hypermarket format. Capturing one-third of the food and grocery market in
modern retail, celebrity endorsements and tie-ups with other brands allowed it to enhance its
retail footprint. In 2009, Big Bazaar won the CNBC Awaaz Consumer Awards for the third
consecutive year. It was adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most
Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop.
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ABOUT THE COMPANY:
MARKET SHARE IN RETAIL INDUSTRY
VARIOUS FORMATS AND STORE CONCEPT
Most Big Bazaar outlets are multi-levelled stores and are located in stand-alone buildings in city
centres as well as within shopping malls. These stores have more than 2,00,000 Stock Keeping
Units (SKU) in a wide range of categories, led primarily by fashion and food products. The retail
space of these stores in the metros range between 50,000 and 1,60,000 sq. ft.
Since its launch in 2001 in metro cities like Kolkata, Bengaluru and Hyderabad, Big Bazaar is
the largest Hypermarket chain with presence in 90 cities and towns across the country.
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CSR Activities
As a part of Future Group, Big Bazaar is involved in various social activities that include green
initiatives for the community, blood donation camps, Diwali celebrations with orphanages, visits
to orphanages and other NGOs helping underprivileged children. These activities usually involve
all members of the management as well as staff of Big Bazaar.
 In September 2011, Future Group signed a strategic partnership with the Himachal
Pradesh Government to directly source, market and promote the state’s products and
services through its Big Bazaar stores under the brand ‘Himachal’. The aim of this
partnership is to aid the development of various ‘source-to-market’ initiatives to enhance
livelihoods for more than 25,000 families in the state.
 Big Bazaar created a platform called Yatra to provide women of self-help groups across
various towns and regions of Maharashtra and Gujarat the opportunity to market their
wide assortment of indigenous food and non-food products. As part of the programme,
women from over 30 regional self-help groups were invited, encouraged and helped to set
up stalls to exhibit their products at Big Bazaar stores.
 Big Bazaar Mysore started offering a free wholesome meal to all its customers, who in
return contribute ‘Shraddha Anussar’ for a community cause. In other words, the
customers donate any amount for the meal which would be used for a local, regional or
topical cause.
SCHEMES AND INNOVATIONS
The introduction of ‘Sabse Shasta Din’ (Cheapest Day) in the year 2005 was a turning point for
the Big Bazaar franchise. As part of this effort, the Republic Day holiday was used to ensure that
consumers visited Big Bazaar outlets across the country in large numbers to get required
household items at cheaper rates.
Taking cue from this highly successful concept, another initiative was introduced, named the
‘Purana do aur naya lo’ (give old and get new) scheme. In this scheme, consumers were asked to
bring and sell old clothes, utensils and other household items in exchange of discount coupons.
The concept proved to be a success yet again as people from across the country responded
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spontaneously, in spite of the different preconditions associated with it. The franchise further
inaugurated the concept of ‘Hafte ka sab sesasta din’ (Cheapest Day of the Week), wherein
Wednesday was designated to be the day when special discounts were offered to consumers
during a week.
WEDNESDAY BAZAAR
The concept of Wednesday Bazaar was promoted as ‘Hafte Ka Sabse Shasta Din’ (Cheapest Day
of the Week). Initiated in January 2007, the idea behind this scheme was to draw customers to
stores on Wednesdays, the day when consumer presence is usually less. According to the chain,
the aim of the concept was ‘to give homemakers the power to save the most.
Big Bazaar introduced ‘Sabse Shasta Din’ (Cheapest Day) with the intention of attaining a sales
figure of Rs 26 core in a single day. The concept became such a hit that the time period for the
offer had to be increased from one day to three days in 2009 (January 24 to 26) and to five days
in 2011 (January 22 to 26).
MAHABACHAT
The concept of ‘MahaBachat’ (Mega Saving) was introduced in the year 2006 as a single day
campaign with attractive promotional offers across the company outlets. Over the years, the
concept has grown to become a six-day biannual campaign. During this campaign, attractive
offers are given in all the value formats including Big Bazaar, Food Bazaar, Electronic Bazaar
and Furniture Bazaar.
Introduced on February 12, 2009, ‘The Great Exchange Offer’ allows customers to exchange
their old goods for Big Bazaar coupons. The coupons can be redeemed later for buying brand
new goods from Big Bazaar outlets across the nation.
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VISION
 To deliver everything, everywhere, every time to every Indian customer in the most
possible manner.
 One of the core value of future group is Indian ness and is cooperate credo is rewrite
rules –retain value.
MISSION
 We Share the vision and belief that our customer and stakeholder shall be served only by
creating and executing future scenario in the consumption space leading to economic
development.
 We will be the trendsetter in evolving delivery formats creating retail making
consumption affordable for all customer segments –for classes and masses.
 We shall infuse Indian brands with confidence and renewed ambition.
 We shall be efficient and, cost conscious and committed to quality in whatever we do.
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 We shall ensure that out positive attitude, sincerity, humility and united determination
shall be the driving force to make us successful.
CORE VALUES
 Indianans confidence in ourselves.

 Leadership: to be a leader, both in thought and business.
 Introspection: leading to purposeful thinking.
 Openness: to be open and receptive to new ideas, knowledge and information.
 Valuing and nurturing relationships to build long term relationships.
 Simplicity &positivity: simplicity and positivity in our thought business and work.
 Adaptability: to be flexible and adaptable, to meet new challenges
 Flow: to respect and understood the universal laws of nature.
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ORGANISATIONAL HEIRARCH
AREA MANAGER
HEAD STORE MANAGER
ASSISTANT STORE MANAGER
FLOOR MANAGER
ACCOUNT MANAGER
ROLE OF AREA MANAGER
Area Managers are too valuable to be thrown in at the deep end. They need the best initial
training possible. This is the ideal ‘covering the very basics’ workshop. The focus is on the Area
Manager Function, the tasks required of the job and the qualities required to ‘lead’ rather than
just ‘manage’.
Thinking ahead, analyzing the current situation, and formulating a written business development
strategy is an essential starting point for all newly appointed Area Managers. On completion of
this workshop your area managers will have started formulating a strategic development plan for
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their areas and discussed methods of communicating the plan to all managers within their areas
of responsibility.
ROLE OF HEAD STORE MANAGER
Head Store managers can be found in all shops as they are the main cog in its running. They are
employed to ensure that the day-to-day operation of the shop is efficient and effective, with the
main aim of bringing in the maximum profit possible. They are responsible for all employees
within the store and are present to ensure the shop runs without hitch.
Every shop needs a store manager, making it a very versatile job that is widely in demand. The
retail sector employs around 11% of the UK’s total workforce, so there are many opportunities
available in this field.
ASSISTANT STORE MANAGER
Trains store staff by reviewing and revising orientation to products and sales training materials;
delivering training sessions; reviewing staff job results and learning needs with retail store
manager; developing and implementing new product training.
 Evaluates competition by visiting competing stores; gathering information such as style,

quality, and prices of competitive merchandise.
 Purchases inventory by researching emerging products; anticipating buyer interest;

negotiating volume price breaks; placing and expediting orders; verifying receipt.
 Attracts customers by originating display ideas; following display suggestions or

schedules; constructing or assembling prefabricated display properties; producing
merchandise displays in windows and showcases, and on sales floor.
 Promotes sales by demonstrating merchandise and products to customers.
 Helps customers by providing information; answering questions; obtaining merchandise

requested; completing payment transactions; preparing merchandise for delivery.
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 Prepares sales and customer relations reports by analyzing and categorizing sales
information; identifying and investigating customer complaints and service suggestions.
FLOOR MANAGER
Retail Floor Manager Jobs have a responsibility for the day-to-day management of a department
or store in accordance with overall company policy.
The main focus of any Retail floor manager jobs is to improve the commercial performance of
the store by increasing its turnover and maximizing profitability. Achieving performance
objectives will require action in one of the main areas of retail activity: store operations; human
resources; finance; buying; customer care; marketing; logistics; information technology; and
administration. Major parts of the retail floor manager jobs on a day-to-day basis include
managing staff, finding new ways to improve sales, and meeting customer demand.
ACCOUNT MANAGER
An account manager is a person who works for a company and is responsible for the
management of sales, and relationship with particular customers. The account manager does not
manage the daily running of the account itself. They manage the relationship with the client of
the account(s) they are assigned to. Generally, a client will remain with one account manager
throughout the duration of hiring the company. Account managers serve as the interface between
the customer service and the sales team in a company. They are assigned a company's existing
client accounts. The purpose of being assigned particular clients is to create long term
relationships with the portfolio of assigned clients. The account manager serves to understand the
customer's demands, plan how to meet these demands, and generate sales for the company as a
result.
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SWOT ANALYSIS
Strengths:
 Big Bazaar is one of the largest retail hypermarket in India with 214 stores (as on
June12’) located all over India.
 It is owned by Future group, which owns other retail brands like Central
Hypermarket, Brand Factory, Pantaloons, eZONE, Hometown, futurebazaar.com.
 It offers a wide range of product category like fashion and apparel, food products,
leisure & entertainment section general merchandise, furniture, electronics, books,
fast food.
 The customers enjoy better shopping experience and discount offers.
 Big bazaar brings lot of innovation in retail shopping sector by bringing attractive
promotional programs. (Wednesday Bazaar, Sab se Shasta Din, MahaBachat, The
Great Exchange Offer).
 Its economy pricing model attracts Indian customers to large extent BIG BAZAR.
Weakness:
 Customers face delays in billing services during offer seasons.

 Big bazaar doesn’t have wide range of branded products.
 The customers perceive its products to have low quality due to its economy
pricing strategy like Wal-Mart.
 Most of the products are sold under its own private labels.
 There were recent controversies with Big Bazaar for holding expired and
adulterated stocks.
 Offers are given only for selected brands.
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Opportunity:
 There are lot of opportunities available for expansion to rural and semi-urban
markets.
 The volume of organized retailing in India is only 5-7% and players like Big
Bazaar have lot of scope to fill the gaps.
 The increase in disposable income of Indian middle class families and the
increase in earning youth population have increased the buying potential.
 The consumers are looking for purchasing products in malls and supermarkets.
 People prefer to shop all products in one roof and the consumers shopping
experiences have changed to new dimensions.
 Big Bazaar has partnered with several other players in India and across the world
for joint ventures.
Threats:
 Availability of space to set up large infrastructure is difficult.
 The government policies keep changing and the foreign players entering into
retail segment may cause threats.
 There are other existing players like Sponsors, Aditya Birla’s More, Reliance,
Tata, Heritage etc.
 Training staff members and retailing is big challenge for human resources
department.
 The economic slowdown has resulted in job cuts which reduces buying power.
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2.0 REVIEW LITERATURE
Anil N. Bar bole and Varsha Borade (2012) studied the impact of a customer buying attitude
on various grocery products in supermarkets. The growing competition among the retailers and
the increased customer dissatisfaction among customer are reasons for the grocery retailers strive
to know their customers. The different shopping patterns are owing to varied customer tastes and
environment.
Burns and Warren (1995) opined that since the store mix and product offerings of many
regional shopping malls are very similar, often the primary discriminator between many of these
centers is merely location. Making the choice to shop at a regional shopping mall other than the
one nearest to one’s place of residence, therefore, does not appear to be a logical choice in many
instances. Such behavior, however, appears to be relatively common. It would appear; therefore,
that regional shopping mall choice may not always be based solely on the offerings and location
of the available shopping alternatives.
Jain and Talreja (2013) in their study argued that organized retail stores besides enhancing the
quality of their products and services should also focus more on enhancing the various aspects of
retailing like visual merchandise, parking facilities, space in the store. They further argued that
customers buy food products mainly from these convenience stores due to various air
conditioning facilities as compared to other products which don’t require the air conditioning.
Jackson (1996) in his study observed that malls have become the place where senior citizens
walk in comfort and security, where parents lead their young to Santa Clauses, where singles
court, where teenagers socialize and where everybody consumes. Indeed a new term, “Mall
Rats” has been coined to describe the legions of young people who spend their free time cruising
indoor corridors. This proliferation of uses and of customers has led to the frequent observation
that regional malls are the new downtowns, the centers of informal social interactions, the
successors to the traditional marketplace.
Tiwari and Abraham (2010) according to their study which was carried out in Raipur city to
understand the customer behavior towards shopping malls, they asserted that as more and more
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shopping malls are coming up in India, it gets imperative to understand the needs and desires of
the targeted groups so that the products/services could be delivered accordingly. This will help
the marketers to impose their products in the minds of the customers in the desired way.
Abishek Parekth (2002)11 in his article titled, Enter the hyper markets says that the retail boom
is rapidly gaining ground. Companies such as Pantaloon fashions and S Kumar‘s are framing up
plans to set up hypermarkets in various locations. The calculated stores have begun trusted as
India‘s answer to wall-mart and care-four where consumers can get top quality products at rock-
bottom prices in a world-class environment. Hyderabad already hosts Giant, India‘s first
international standard hypermarket, belonging to the RPG group, which opened its door.
Hypermarket usually competes on price and a wider product range, but they normally, lack
product department depth and service components.
Piquet (2002) in his study titled, Retail Marketing in Emerging Countries‖ highlights that, with
the second largest retail market, ($202.6 billion) among emerging countries, next only to China
($388.6 billion), India is an attractive destination for global retails. However, India has been
ranked only sixth in a global retail development index (recently developed by AT Kearney,
Slovak Republic, Hungary, The Russian Federation, Morocco) and of course, China has been
rated as more attractive than India. Ten years ago, the top 20 global retailers had operations in 11
countries. Today they are present in 82 countries. India is not on that list yet. However, with
once promising South America now losing their original appeal due to market saturation and
economic risk, India is a serious co- retender for FDI (Foreign Direct Investment). But that will
depend on whether policy-makers will heed the Chinese success and allow FDI.
J.A.F. Nicholls (1997) in his article has mention about the situational dimensions affecting
purchasing behavior of Hispanic customers in a mall at some distance from their neighborhoods.
The Hispanic shopper (which would also include a large segment of immigrants) makes the
(shopping) trip worthwhile by traveling with companions, consummating a purchase while at the
mall, and buying food or beverage during the visit. The Hispanic shopper also spends more time
at the mall and visits more stores while there.
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Surbhi Khosla (2006) in her article briefly discussed about the retail sector in India and its
journey. The article mentions in the chronological order the evolution of different retail formats
in India and also major retailers in different formats. The articlelso discussed the recent trends in
the formats and future scope of the different formats a of retailing.
Feinberg, Shuffler, Meoli and Rummel (1989) considered the social stimulation provided by
malls, finding that the mall served as an outlet for social behavior. Further examination of this
issue was made by Lotz, East lick and Shim (2000), who studied the similarities and
differences between mall entertainment seekers and mall shoppers. Their results supported
hypotheses that there are different motivations for individuals who visit a mall for entertainment
activities versus those who visit for shopping purposes.
Sharma, Shiva Kumar R. (2012) in his study customer attitude towards shopping malls in
Mumbai argued that shopping malls are ideal place for not only buying the products and
services, but also provide an ideal plat form for social interaction among people of all ages.
Singh and Agarwal (2012) revealed in their study that customers are shifting the grocery
shopping preferences from local kirana stores to the organized convenience stores. According to
their study, the two main factors which motivated customers to shift their purchase preferences
were wide brand choices available at these convenience stores and the use of credit cards for
shopping in these convenience stores.
Thakur and Kumar (2014) in their research observed that the various factors which motivate
the customers to buy the products from the shopping malls are large variety of brands, quality of
products, adequate service and availability of new products in the stores.
Navreen Tariq Wani and Samreena Tariq Wani (2011) “A study of comparative customer
satisfaction with special reference to retail outlets of Big Bazaar and Reliance Mart in Pune city
reveals the researcher to conduct an extensive and conclusive study to understand the effects of
customer satisfaction on retail outlets”. December 2011.
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Dr.S.Meenakumari (2013) “The study investigates the interior atmospheric factors that
influence the impulse buying behavior in a retail outlet. Result shows that the commonly
purchased products by impulse are chocolates, snacks and beauty care products. The study
identified various factors that influence impulse buying in store environment”.
Kavita Kanabar(2012) in her paper entitled “Change in consumer behavior in Surat with
introduction of Mall”. Modern organized retail has forayed into Surat, as is evident in
supermarkets and multi-storied malls that offer shopping, entertainment and provision for eating
under one roof. The study finds that primarily in the malls for shopping, consumers prefer eating
at food-courts, window shopping and entertainment in the form of movies at multiplexes or
video game parlors. They also attend events, promotions, competitions and product launches that
are organized in the malls and spend their leisure time with family and friends. Over the period,
the mall culture has gained acceptance and consumers are repeating their visits for successive
purchases marked by the increase of regular users at malls.
Zanual Bashar Bhutoo, Rambalak yadav and vikram singh(2012) The dimensions factor like
personalization, facilities, Responsiveness, Flexibility, Courtesy, Privileges to regular customer
empathy and Parking space. Retail Outlets in the study, increase the sell of retail outlet and
create good brand image in the mind set of consumers. With reference to the objectives of study,
Consumer Perception of retail outlet a comparative study of big bazaar and more mega store. The
study shows that almost same type of consumer perception practices adopted by big bazaar and
more mega store. But there is significant difference in the consumer perception practices adopted
by retail outlets regarding empathy.
Pashigian and Gould (1998) stated that consumers are attracted to malls because of the
presence of well-known anchors - department stores with recognized names. Anchors generate
mall traffic that indirectly increases the sales of lesser-known mall stores. Lesser-known stores
can free ride off of the reputations of better-known stores. Mall developers internalize these
externalities by offering rent subsidies to anchors and by charging rent premiums to other mall
tenants. The results of this article suggested that mall developers are behaving rationally because
they know that anchors attract customers to the mall and increase the sales of other mall stores.
25
Sumeet Gupta, Kavita Jam and DivyaJam (2009), discussed that organized retailing is
growing at a rapid place in India. Although the Indian market is very large and seems very
promising, organized retailers are finding it tough to be profitable while traversing the unknown
territories of India. One of the marketing strategies is to focus on retaining the existing customers
as they are five times more profitable than new ones. In this study, we examine the factors that
influence customer‘s intention to continue purchasing from an organized retailer. Looking at an
example of a supermarket, conclusions can be drawn for these organized retailers to stay in the
semi-urban markets of India. The results show that customer‘s perceived value is an important
indicator of customer continuance intention, as are the loyalty incentives provided by the store.
Moreover, convenience is more important for customers in these markets than enjoyment.
Deepak Devgan and Mandeep Kaur (2010), discussed that factors such as rising per capita
income, emergence of nuclear families and entry of multinational companies offering huge
variety of products have raised the demand of household products. This has been an opportunity
for the ushering organized retail sector that is growing by leaps and bounds in India. Even in the
middle and small cities, the shopping malls have been successful to snatch the customers of
small kirana stores at a very pace, hereby, making it imperative to locate the factors that
contribute in forming changing attitude of customer‘s towards shopping malls.
Research Gap From the above review of literature, it was found that retail sector in India is one
of the major determinants of the economic growth of the nation. Besides majority of the
researchers have carried out their researches to highlight the role of retail sector in the growth of
economy of the nation. The present study is carried out with the same focus albeit on an
incremental basis.
26
3.0 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 assembled, 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.
27
In this project, information pertaining to customer needs satisfaction and their demographic
profile was collected; hence it is a descriptive research.
 Primary data: 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 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
 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. Newspapers were also referred.
4. Business magazines were referred.
1. Sample size: By using judgment random sampling technique 100 respondents are
selected for the purpose of the study.
2. Period of study: The study is undertaken in the duration of 35 days.
28
3. Research approach: The survey method was adopted for collected the primary data.
Survey research is systematic gathering of data from respondent through
questionnaire.
4. Research instrument: The data for this research study was collected by survey
technic using interview method guided by questionnaire.
5. Collection of Data: Questionnaire and personal interviews are the methods that I
have used for collecting the data.
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.
SCOPE OF THE STUDY:

Big Bazaar has 250 above branches in New Delhi. My scope is limitation to one Branch (kalyan
metro mall). 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 KALYAN METRO MALL,
and only confined in studying about the consumer behavior towards Big Bazaar.
29
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 identify effective an advertising sources which are influencing customer purchasing
behavior at Big Bazaar.
 To find out how the consumers spent their incomes, time on the purchasing of the
products.
 To study how the customers perceive the quality of products and services offered at 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 big bazaar kalyan metro mall 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 stored questionnaire and the
personal skills of the person undertaking the project affect the results.
30
4.0 RESULTS
DATA ANALYSIS
1. 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
4%
4%
Advertisement
12%
Colleagues references
Friend/Relatives
references
Any other
82%
INTERPRETATION:
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.
31
2. How frequently do you visit Big Bazaar?
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
43%
45%
40%
35% 30%
30%
25%
20% 15% No. of respondents
15% 12%
10%
5%
0%
Once in a Twice in a Once in Once in a
week week every 15 month
days
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.
32
3. What is the main purpose of Purchase?
Particulars No. of respondents Percentage (%)
Personal usage/consumption 71 71
To Gift 19 19
Any other pl. Specify 10 10
Total 100 100
No. of respondents
71%
80%
60%
40% 19%
10%
20%
0% No. of respondents
INTERPRETATION:
From the above table we can conclude that the major numbers of respondents of 71% personal
usage, 19% to gift and remaining 10% any other.
33
4. Which category of products do you buy most at Big Bazaar?
Aspects No. of respondents Percentage

Food items 45 45
Clothes 33 33
Electronics 20 20
Any other pl. Specify 2 2
Total 100 100
No. of respondents
45%
40%
35%
30%
25% 45%
20% 33%
15%
10% 20% No. of respondents
5%
2%
0%
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.
34
5. You prefer to go in Big Bazaar with?

Family members 28 28
Spouse 13 13
Friends 55 55
Others 4 4
Total 100 100
No. of Customers
4%
28%
Family members
Spouse
55% 13% Friends
Others
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.
35
6. Which mall you like the most in the city?

Big bazaar 60 60
Spencer 15 15
Reliance 12 12
Easy Day 13 13
Total 100 100
No. of respondents
70%
60%
60%
50%
40%
No. of respondents
30%
20% 15%
12% 13%
10%
0%
Big Bazaar Spencer Relaince Easy Day
INTERPRETATION:
From the survey it is observed the 60% of respondents for Big Bazaar, 15% of respondents for
Spencer, 12% of respondents for Reliance and only 13% of respondents are Easy Day.
36
7. What is the reason behind purchasing in Big Bazaar?
Particulars No. of Respondents Percentage (%)

Good satisfaction over products 10 10
Reasonable prices 76 76
More offers 12 12
Any others 2 2
Total 100 100
No. of respondents
80% 76%
70%
60%
50%
40%
20% 12%
10%
10% 2%
0%
Good Reasonable More Offers Any others
satisfaction prices
over products
INTERPRETATION:
From the study it is observed that 10% of respondents for Good satisfaction over products, 76%
of respondents for Reasonable prices, 12% of respondents form more offer and 2% of from any
other.
37
8. 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
No. of respondents
9%
21%
Expensive
Competitive
36% Affordable
Reasonable
1.2
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.
38
9. 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
No. of respondents
40% 36%
35%
30% 27%
25% 21%
20% 16%
10%
5%
0%
Availability Convenience Offers and Variety of
of adequate of location disconts products
stock and timing
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.
39
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
No.of respondents
18%
53% Membership card

Discount card
1.2
9% Free parking offers
Lucky draw
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 prefer to have discount cards
at Big Bazaar.
40
11. How often do you ask for Assistance from store staffs in selecting you
purchase?

Almost always 22 22
Frequently 30 30
Sometimes 40 40
Never 8 8
total 100 100
No. of respondents
40%
40% 30%
22%
20%
8%
0%
No. of respondents No. of respondents
INTERPRETATION:
From the above data, we decide that 22% of the customers take assistance from staff always,
whereas 30% take help frequently, 40% have taken assistance sometimes, and 8% will not
depend on others. From the collected data, we can say that the minority of the customers take
assistance from the store staff sometimes.
41
12.How is your overall experience in Big Bazaar?

Excellent 63 63
Good 27 27
Poor 10 10
Total 100 100
No. of respondents
80%
63%
60%
40%
20%
10%
0%
No. of respondents
Excellent Good
Poor
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.
42
13.Would you visit Big Bazaar again?

Sure 85 85
May be 12 12
Never 3 3
Total 100 100
No. of respondents
3%
12%
Sure
May be
Never
85%
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.
43
14..Do you suggest any one to shop at Big Bazaar?

Yes 85 85
No 15 15
Total 100 100
85
90
80
70
60 yes
50 No
40
30 15
20
10
0
suggest any one to shop at big bazaar
INTERPRETATION:
From the above table we can conclude that the major numbers of respondents Yes, 85%, which
comprises of 15% of the No.
44
15.How do you suggest to Big Bazaar Management to making present Big Bazaar
to more attractive?

To maintain quality products 45 45
Reasonable prices 25 25
Giving more offers and discounts 25 25
convenience 5 5
Total 100 100
No. of respondents
5% To maintain quality
25% products
45%
Reasonable prices
Giving more offers and

25% discounts
Convenience
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.
45
16.(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
Satisfaction level based on Location

0
5 Highly satisfied
25
Satisfied
Neither satisfied nor

dissatisfied
10 Satisfied
60
Highly dissatisfied
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.
46
2.OPERATING TIME:
Satisfaction level No. of customers Percentage (%)
Satisfied 50 50
Dissatisfied 10 10
100 100
Satisfaction level based on Operating time
3%
Highly satisfied
10% 10%
Satisfied
27%
50% dissatisfied
Dissatisfied
Highly dissatisfied
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.
47
3. CLEANNESS OF STORE:

Satisfied 22 22
Dissatisfied 12 12
100 100
Satisfaction level based on Cleanness of store
40%
35%
30%
25%
20% 36%
15% 32%
10% 22%
Satisfaction level based on
5% 12%
Cleanness of store
0% 0%
INTERPRETATION:
dissatisfied, 0% of the customers are highly dissatisfied on the basis of Cleanness of store.
48
4. SPACIOUS SHOP FLOOR:

Satisfied 25 25
Dissatisfied 20 20
100 100
Satisfaction level based on Spacious shop floor
6% 9% Highly Satisfied
20% Satisfied
25%
dissatisfied
Dissatisfied
Highly dissatisfied
40%
INTERPRETATION:
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.
49
5. EASY TO LOCATE PRODUCT:

Satisfied 8 8
Dissatisfied 9 9
100 100
Satisfaction level based on Easy to locate product

0%
3% 9% Highly satisfied
8% Satisfied

dissatisfied
Dissatisfied
80% Highly dissatisfied
INTERPRETATION:
satisfied, 3% of the customers are neither satisfied nor dissatisfied , 9% of the customers are
dissatisfied , 0% of the customers are highly dissatisfied on the basis of Easy to locate the
product.
50
6. QUALITY OF PRODUCTS:

Satisfied 80 80
Dissatisfied 8 8
100 100
Satisfaction level based on quality of products

80%
80%
70%
60%
50%
40%
30%
20% 10% 8% Satisfaction level based on
10% 2% 0% quality of products
0%
INTERPRETATION:
dissatisfied, 0% of the customers are highly dissatisfied on the basis of Quality of products.
51
7. PROMOTION OFFERS

Satisfied 60 60
Dissatisfied 2 2
100 100
Satisfaction level based on Promotion ofers
70% 60%
60%
50%
40%
30% 20% 18%
20% Satisfaction level based on
10% 2% 0% Promotion ofers
0%
INTERPRETATION:
dissatisfied, 0% of the customers are highly dissatisfied on the basis of Promotion Offers.
52
8. STAFF HELPFULNESS

Satisfied 8 8
Dissatisfied 12 12
100 100
Satisfaction level based on Staff helpfullness

3%
Highly satisfied
12%
Satisfied

25% 52% dissatisfied
Dissatisfied
Highly Dissatisfied
8%
INTERPRETATION:
dissatisfied, 3% of the customers are highly dissatisfied on the basis of staff helpfulness.
53
9. FLEXIBILITY IN PAYMENT MODE

Satisfied 80 80
Dissatisfied 3 3
100 100
Satisfaction level based on Flexibility in payment mode
3%
Highly satisfied
7% 10%
Satisfied

dissatisfied
80% Dissatisfied
Highly dissatisfied
INTERPRETATION:
dissatisfied, 0% of the customers are highly dissatisfied on the basis of Flexibility in Payment
mode.
54
10. RETURN OF VALUE FOR MONEY

Satisfied 60 60
Dissatisfied 0 0
100 100
Satisfaction level based on Return of value of money

0% 0%
Highly satisfied
5%
35%
Satisfied

60% dissatisfied
Dissatisfied
Highly Dissatisfied
INTERPRETATION:
dissatisfied, 0% of the customers are highly dissatisfied on the basis of Return of Value for
Money.
55
5.0 DISCUSSION
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.
56
 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.
57
6.0 CONCLUSION
The study has basically helped to know the Customer behavior towards Big Bazaar and what
influence people shop at Big Bazaar. Most of the consumers are influenced by the offers and
price discounts in Big Bazaar. Big Bazaar has great offers for their customer that acts as the
motivating actor, which brings customer to Big Bazaar.
The majority of consumers’ perception is almost all the products are available at one roof with
one stop shopping experience. Customers shop more in the Food Bazaar and Clothing in Big
Bazaar. Customers feel that big bazaar has variety of products available in various departments.
Customer feels that shopping with Big Bazaar is convenient.
The more than 72% of customers prefer to shop on Wednesday Bazaar compared to other offer
days
Consumer’s behavior is often studied because certain decisions are significantly affected by their
behavior or expected actions. For this reason consumer behavior is said to be applied discipline.
 In a general sense, the most important reason for studying consumer behavior is the
significant role it plays in our lives. Much of our time is spent directly in the market
place, eating or engaging in other activities. A large amount of additional time is spent
thinking about products and services, talking to friends about them, and seeing or hearing
advertisements about them. In addition, the goods people eat and the manner in which
they use them significantly influence how they live their daily lives. These general
concerns alone are enough to justify our study of consumer behavior. However, many
seek to understand the behavior of consumers for what are thought to be more immediate
and tangible reasons.
 The main reason behind this project was to find out the behavior of the consumer buying
behavior while shopping at mall because most of the population surveyed preferred to
shop at malls and how day by day the consumers demands are increasing and through this
project I came to know that what are the various behavior of a typical customer who
shops at mall.
58
7.0 BIBLIOGRAPHY
Text Books:
Consumer Behavior: Albert J. Dells Bittas
Consumer Behavior: David L. Loudon
Marketing Management: Philip Kotler
Websites:
www.consumerbehavior.com
www.bigbazaar.com
www.panthalone.com
www.futuregroup.com
59
8.0 APPENDICES
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
60
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
61
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
62
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 ( ) ( ) ( ) ( )
63

INTRODUCTION

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INTRODUCTION

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1.

A MODEL OF CONSUMER BEHAVIOUR:

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

FACTORS INFLUENCING CONSUMER BEHAVIOR

Perception: Perception is defined as “the process by which an individual selects, organizes,

SUM KEY FACTORS

Government Private final Capital

FOUNDED 2001; 18 YEARS AGO

FOUNDERS KISHORE BIYANI

HEADQUARTERS MUMBAI, MAHARASHTRA,

KEY PEOPLE SARVESH SHIVNATH

SERVICES FUTURE PAY

MARKET SHARE IN RETAIL INDUSTRY

VARIOUS FORMATS AND STORE CONCEPT

SCHEMES AND INNOVATIONS

 Indianans confidence in ourselves.

HEAD STORE MANAGER

ASSISTANT STORE MANAGER

ROLE OF AREA MANAGER

ROLE OF HEAD STORE MANAGER

ASSISTANT STORE MANAGER

 Evaluates competition by visiting competing stores; gathering information such as style,

 Purchases inventory by researching emerging products; anticipating buyer interest;

 Attracts customers by originating display ideas; following display suggestions or

 Promotes sales by demonstrating merchandise and products to customers.

 Helps customers by providing information; answering questions; obtaining merchandise

 Customers face delays in billing services during offer seasons.

REASONS FOR WIDE USE OF THIS METHOD:

According to D. Slessinger and M. Stephenson in the Encyclopedia of social sciences define

Following are few ways in the data was collected:

The secondary sources helpful for the study were

NEED FOR THE STUDY:

SCOPE OF THE STUDY:

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

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

Promotion No. of Customers Percentage (%)

Particulars No. of Customers Percentage (%)

Aspects No. of respondents Percentage

Particulars No. of respondents Percentage (%)

Particulars No. of respondents Percentage (%)

Particulars No. of Respondents Percentage (%)

Particulars No. of Respondents Percentage (%)

Particulars No. of respondents Percentage

facilities No. of respondents Percentage (%)

53% Membership card

Particulars No. of respondents Percentage (%)

Particulars No. of respondents Percentage (%)

Particulars No. of respondents Percentage (%)

Particulars No. of respondents Percentage (%)

Particulars No. of respondents Percentage (%)

Giving more offers and

Satisfaction level based on Location

Neither satisfied nor

Satisfaction level based on Operating time

Satisfaction level No. of customers Percentage (%)

Satisfaction level based on Cleanness of store

Satisfaction level No. of customers Percentage (%)

Satisfaction level based on Spacious shop floor

Satisfaction level No. of customers Percentage (%)

Satisfaction level based on Easy to locate product

Neither satisfied nor

80% Highly dissatisfied

Satisfaction level No. of customers Percentage (%)