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SYNOPSIS

Developing customer Segments of Big Bazaar in Bangalore, with respect to their purchase
behaviors

Bangalore University

ACHARYA BANGALORE B-SCHOOL

ANAND B BALIGAR
14YUCMD015

SYNOPSIS

Developing customer Segments of Big Bazaar in Bangalore, with respect to there purchase
behaviors

EXPLINATION OF TITLE
This study will create customers segment based on their purchase behaviors
Purchase behavior will be studied by following parameters
Shopping frequency
Percentage of monthly house hold expenditures spent in Big Bazaar
Choice of Big Bazaar over other stores
CUSTOMER PURCHASE BEHIVOUR
Customer buying behavior is the sum total of a consumers attitude, preferences, intentions, and
decisions regarding the consumers behavior in the marketplace. When purchasing a product or
service. The study of customers behaviors draws upon social science disciplines of anthropology
,sociology, and economics.
Need for the study
Big Bazaar is one of the vast hypermarkets in India and has various segments of
customers buying products under a single roof. The customers needs can be catered under a
single roof. Segmenting customers will help the organization in getting information about
customers. The company can understand different customer segments, their priorities, their
unmet needs, and their buying behavior. This study will help in identifying different segments of
customers. Based on this study, the company can select appropriate target segments. The
segmenting of customers will also reduce advertising cost and increase the sales for the
organization. Thus, this study will further facilitate to increasing the sales of Big Bazaar.
Statement of the Problem:The current problem faced by Big Bazaar is efficient segregation of customers in to appropriate
segments. Due to this, the advertising cost is increasing. This research study will help the
organization in segmenting the customers and give a clear view on advertising to the particular
segment which would increase the sales of the Big Bazaar.
The project aims to identify customer segments at Big Bazaar and thereby help Big Bazaar

To target the particular segment and fulfill their needs


To reduce the cost of advertisement to vast segment
To support shopping oriented promotions
To get detailed description of customers to be targeted /approached

Objective of the study


The main objective of this study is to identify different segments of customers at Big Bazaar
1.
2.
3.
4.
5.

To understand the buying behavior of the customers


To understand how the management personnel systematically runs the organization
To know about the marketing activities of the Big Bazaar done round the year.
To know the customer queries, comments and suggestions about the store and its products.
To know about the promotional activities done at Big Bazaar to increase sales.

SAMPLING

SAMPLE SIZE 100 Customers of Big Bazaar in Bangalore


SAMPLING METHOD - Systematic Random sampling technique
SOURCES OF DATA:
Two sources of data will be used:
a) Primary Data
b) Secondary Data
Data Collection Procedure
a) Primary Data
Questionnaires will be administered to the employees and customers
b) Secondary Data
To furnish the report properly information will be mainly taken from Internet
Official records

Annual reports
Information from retail industries

TOOLS FOR DATA COLLECTION:


Questionnaire - Questionnaires will be administered to the employees and respondents

Plan of analysis:
The primary data will be tabulated, necessary pie charts or bar charts will be plotted, and suitable
statistical technique like percentage method will be used to analysis the data
Chapter wise Sections:-

Chapter 1:- Introduction


Chapter 2:-Review of Literature and Research Design
Chapter 3:- Profile of the Selected Organization and Respondents
Chapter 4:-Data Analysis and Interpretation
Chapter 5:-Summary of Findings, Conclusions and Suggestions

Student Signature
Reg:-14YUCMD015

Faculty Guide Signature