SYNOPSIS ON CONSUMER BUYING BEHAVIOUR & PREFERENCE AT SPAR HYPER MARKET

Submitted to

From:Hemant Kumar (PGDM-AIMA)

PROJECT REPORT SYNOPSIS

NAME REG. NO. NAME OF THE PROGRAMME ADDRESS : : : : HEMANT KUMAR B11120337 PGDM (AIMA) M S RAMAIAH MANAGEMENT INSTITUTE NEW B.E.L ROAD, MSR NAGAR, MSRIT POST, BANGALORE-54, KARNATAKA. PROJECT TITLE : CONSUMER BUYING BEHAVIOUR & PREFERENCE AT SPAR HYPER MARKET

PROJECT GUIDE

: Dr. T.R. Shanmugam

CV OF PROJECT GUIDE
Name of Project Guide : Dr. T.R. Shanmugam

Designation

: Professor M.S Ramaiah Management Institute.

Address of Project Guide : M.S Ramaiah Management Institute New B.E.L. Road, MSR Nagar, MSRIT Post, Bangalore-54, Karnataka Qualification : B.E., M.B.A., M.Phil. , PHD

Experience

: 15 years of teaching experience 24 years of industry experience

Signature: ____________ Date: __ /__ /__ Place: Bangalore.

SYNOPSIS CONTENTS

1. WORKING TITLE

2. PURPOSE OF THE RESEARCH

3. AIM OF PROJECT

4. OBJECTIVES

5. KEY QUESTIONS

6. RESEARCH METHODOLOGY

7. PROPOSED CONTENT

8. WORK PLAN

9. QUESTIONNAIRE

COVER LETTER FOR SUBMISSION OF SYNOPSIS

To The Manager- Evaluation, All India management Association- CME, Management House, 14- Institutional Area, Lodhi Road, New Delhi- 110003.

Subject: SUBMISSION OF SYNOPSIS FOR EVALUATION (PGDM IV Semester).

I am enclosing herewith a Synopsis entitled CONSUMER BUYING BEHAVIOUR & PREFERENCE AT SPAR HYPER MARKET submitted to AIMA Manager Evaluation for possible evaluation.

With the submission of this Synopsis I would like to undertake that the above mentioned Synopsis has not been published elsewhere and is my own work. My Institutes (M S Ramaiah Management Institute) representative is fully aware of this submission. The project synopsis was conducted under the supervision of Dr. T.R. Shanmugam of M.S Ramaiah Management Institute.

Thank you for your time. Yours sincerely, Hemant Kumar ______________________ Reg. No. B1120337 E-mail address- hemantsharmaj@yahoo.com Contact no.-09880582507 Correspondence address:Hemant Kumar C/O Prof. Savitha Rani, PGDM (AIMA), IV Semester , M S Ramaiah Management Institute, M S R Nagar, MSRIT Post, New BEL Road, Bangalore- 560054

WORKING TITLE : CONSUMER BUYING BEHAVIOUR & PREFERENCE at

SPAR HYPER MARKET

PURPOSE OF THE RESEARCH

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

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

AIM OF PROJECT
To understand the criteria considered by consumers for shopping in that affect buying behavior of the customer in Spar Hyper Market.

OBJECTIVES

To understand the aspects which customer takes into consideration for buying decision. To identify the promotional efforts made by spar hyper market to attract customers. To identify the products which are purchased by the customers based on the news paper & TV ads. To identify most important promotional tool helps Spar Hyper Market to bring back their customers in their stores.

KEY QUESTIONS
What are the aspects which customer takes into consideration while making a purchase?

Which are the promotional offers which attract the consumers?

Which media have a great impact on consumers?

What are the factors which affect sales of products?

RESEARCH METHODOLOGY Research Design

Research design is any form of systematic and arranged investigation to organize facts or gather data. We are following exploratory research and following methods in order to do our study.

Exploratory Design
The exploratory designs consist of secondary data study. The secondary data analysis will include research papers, newspapers and website articles which will provide an insight regarding the buying behavior of consumers at hyper mall and the factors which motivate consumers to buy their products. The process of exploratory design would be Surveys conducted across various groups of customers i.e. kids, adults and senior people, thus covering each and every customer segment.

Sampling Design Process

The first step in the sampling design is to identify target population. The target population is the collection of elements that possesses the information which is required or demanded by the researcher so that he can make all the inferences which is to be made. We should be very much precise while defining the target population because a wrong target population can mislead to ineffectiveness of inferences. The target population for our project is defined as followsElements People with age group of 18-60 years in Bangalore region. Sampling unit People who came to SPAR at Mantri Square. Extent Bangalore Time 2012 Sampling Technique Quota Sampling was used as it ensures the various sub-groups in a population are represented on pertinent sample characteristics. Quota sampling will be used as it ensures that the various subgroups in a population are represented on pertinent sample characteristics. The quota will be on the basis of customer segment i.e. below 20, 20-35 and 35+ age groups

Sample size The sample size of our survey will be 100 in which 60 each of below 20, 20-35 and 35+ age groups Sampling frame A sampling frame is a list of all elements in the population of interest. The sampling frame operationally defines the target population from which the sample is drawn and to which the sample data will be generalized. Data Collection For the purpose of this study, we prepared a questionnaire to find out the buying behavior & preferences at hyper mall and the factors which motivate consumers to buy their products. The survey was conducted on the people in Bangalore across all age groups. During data collection, we ensured that the responses of an individual were not biased due to the presence of somebody else and were of him/her only. The results are based on the survey conducted in Bangalore city and thus the scope of study is limited to Bangalore only.

Questionnaire Formulation For the formulation of this questionnaire, Likert scale has been used at various places. Test: Z - TEST

QUESTIONNAIRE (CUSTOMERS)

Dear Sir/ Madam, I am a student of Post Graduate Diploma in Management from All India Management Association and as a part of our curriculum I am doing a project titled. To study Consumer Buying Behavior & Preference Towards SPAR - Hyper Mantri Square I would be grateful to you if you could spend a few minutes and share your views with me. (Tick wherever applicable).

Name:AGE MALE FEMALE Family Income Level (Monthly) 5K-15000K 31K-50K 16K-30K 51K-1Lakh 18-25

Occupation:26-35 36&More

More than 1L/More

1. How many times you visit SPAR hypermarket. a. Once or twice in a week b. Once or twice in a month c. Daily d. Less than once a month 2. Why do you visit hyper mall? a. Shopping & eating b. Food court c. Fun & entertainment d. Family outing e. Grocery

3. How many products do you buy at every visit of SPAR? a. At least one b. Many c. None

4. Do you give preferences for various brands? Yes No

5. Are you satisfied with the brands available here? Yes No

6. Which one of these is most preferred by you? National International

7. Which of the following factors do you consider most important for you in coming to this hyper market? (a). Easy availability (b). Price (c). Quality (d). Comfort 8. How much do you spend in hyper mall A. 0-1000 C. 2000-5000 B. 1000-2000 D. 5000 & more

9. Rank the below according to your preferences while shopping at SPAR hyper market. a. Clothing/Garments b. Electronics c. Grocery items d. Home furnishing 10. Do you prefer visit while end season sales in SPAR. (a) Yes (b) No

11. Which promotional offers attract you the most? (a) Free gifts (b) Price offers (c) Any other

12. From where do you come to know about the schemes offered?(rating) (a) Television or radio or newspaper advertisement (b) Shopkeeper (c) Word of mouth (d) Internet 13. Do you purchase products after seeing advertisements in newspaper &TV? Yes No

14. Reason for visiting SPAR

Please highlight or enter the appropriate number

Index: 1 very poor and Better Price Good Quality of product Variety of Product to Chose Parking Facilities Convenience opening hours Product knowledge of employ Store Comfortable to shop-in

5 very good
Very poor Very good

1-5

1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5 5 5

Interaction of C.S.A (consumer Service 1 Assistance) Ambiance 1 Location Offerings 1 1

15. How would you rate the display of goods and services in SPAR? a) Very good b) Good c) Average d) Poor e) Very poor

16. Do you find the PI (Price Indicator) Label on the self in SPAR? Yes/No

17. Does the billing process takes longer duration? Yes/No

18. In your view what is the important thing in selecting a HYPERMARKET? Descriptions Security Close to your home Convenience of parking friendly employee Offers several Brands to Choose from Better Quality Fruits and Vegetables Offers different verity of Dairy products, sells fresh Non-Veg And Sea Foods Home Delivery Not at all Important Somewhat Unimportant Neutral Somewhat important Extremely Important

19. Are the required goods and services easily available to you in SPAR? Yes/No 20. If yes, how would you rate the followings against the other wanders in your town? Index: 1 very poor and 5 very good Very poor 1 2 1 1 1 2 2 2 very good 4 5 4 4 4 5 5 5 1-5

a) Quality of Fruits and vegetables b) Pricing of fruits and vegetables c) Quantity of fruits and vegetables d) Variety of fruits and vegetables

3 3 3 3

21. What Kind of Services you Expect from SPAR?

Services
Fast Billing Ample Parking Home Delivery All debit and credit cards should Accept Cafeteria C.S.As(Customer Service Assistant)

Important

Not Important

22.

Things that you like the most about SPAR?

23.

Things that you dislike the most about SPAR?

PROPOSED CONTENTS

Chapter 1

Introduction

Chapter 2

Industry Profile

Chapter 3

Detailed Study of SPAR

Chapter 4

Design of the study (Sampling, source of data, data collection method, tolls for analysis)

Chapter 5

Analysis of Data & Hypothesis

Chapter 6

Findings Suggestions & Conclusion

Chapter 7

References

WORK PLAN
MARCH 1 WEEK 1-2 WEEKS 1 WEEK 1-2 WEEKS Submission of Synopsis to AIMA for approval Collecting the secondary data from websites, news paper and magazine after getting approval. Collection of primary data by set of questionnaire & interview. Analyzing & deriving conclusions Preparation of report and Submission of project report to AIMA