1

A STUDY OF

CONSUMER BUYING BEHAVIOUR AT BIG BAZAAR

PVT. LTD., NEW DELHI

A report submitted in partial fulfillment of the

requirements for the degree of
Bachelors of Business Economics
By

Vishal Singh (BBE/4501/13)

L.Ganesh Krishna (BBE/4527/13)
Ashit Saxena (BBE/4540/13)
Utkarsh Verma (BBE/4543/13)

DEPARTMENT OF MANAGEMENT
BIRLA INSTITUTE OF TECHNOLOGY
MESRA-835215, RANCHI- NOIDA CAMPUS
2016

DECLARATION CERTIFICATE
This is to certify that the work presented in the project entitled A
Study of Consumer buying behavior at Big Bazaar Pvt. Ltd.
In partial fulfillment of the requirement for the award of Degree of
Master of Business Administration of Birla Institute of Technology
Mesra, Ranchi is an authentic work carried out under my
supervision and guidance.
To the best of our knowledge, the content of this project does not
form a basis for the award of any previous Degree to anyone else.

Date :
(Dr. Munish Makkad)
Department of Management
Birla Institute of Technology
Mesra, Ranchi-Noida Campus

Head
Dept. of Management
Birla Institute of Technology
Mesra, Ranchi- 835215-Noida Campus

CERTIFICATE OF APPROVAL
The foregoing project entitled A Study of Consumer buying
behaviour at Big Bazaar Pvt. Ltd., is hereby approved as a
creditable study of research topic and has been presented in
satisfactory manner to warrant its acceptance as prerequisite to
the degree for which it has been submitted.
It is understood that by this approval, the undersigned do not
necessarily endorse any conclusion drawn or opinion expressed
therein, but approve the project for the purpose for which it is
submitted.

(Internal Examiner)

(External Examiner)

(Director)

ACKNOWLEDGEMENT

We are very thankful to our mentor Dr. Munish Makkad and all
the faculty members of Birla Institute Of Technology, Noida
Campus for their valuable guidance and support at all time and
provided us all the necessary information throughout this report
has been successfully completed at time.
We are grateful and indebted to all those persons who have
helped us directly or indirectly throughout our report completed
at time.

Vishal Singh

L.Ganesh Krishna

Ashit Saxena

Utkarsh Verma

TABLE OF CONTENTS

Contents

Pages

1. Introduction

2. Objective of Research Study 10

2.1. Market analysis .10
3. Research Methodology 11
3.1. Source of data 11
3.1. 1. Survey method 11
3.1. 2. Cross sectional survey.11
3.2. Sample size .11
3.3. Time taken ..11
3.4. Tools and Techniques of analysis.12
4. About us 14
4.1. Group vision .14

4.2. Group mission .14

4.3. Introduction to big bazaar...........15
4.4. Product line .16
4.5. Marketing strategy .17
4.5. 1. Segmentation .17
4.5. 2. Targeting ..18
4.5. 3. Positioning ...19
4.5. 4. Marketing mix .19
4.6. Competitors .23
4.7. Major problems ..24
5. Statistical tool analysis26
5.1. Survey analysis26
5.2. Trend analysis..32
5.3. Conjoint analysis.33
6. General survey and consumer behavior
analysis for pack of two 43
7. Conclusion ..47
8. Bibliography ..59
9. Annexure 50

1. INTRODUCTION
.
RETAIL INDUSTRY
In the Indian retailing industry, food is the most dominating sector
and is growing at a rate of 9% annually. India retail industry is
progressing well and for this to continue retailers as well as the
Indian government will have to make a combined effort. The
branded food industry has already entered the Indian retail
industry and is trying to expand over time. Since at present 60% of
the Indian grocery basket consists of non- branded items.
India retail industry is expanding itself most aggressively; as a
result a great demand for real estate is being created. Indian
retailers preferred means of expansion is to expand to other
regions and to increase the number of their outlets in a city. It is
expected that by 2010(money control), India may have 600 new
shopping centers.
The Indian retail market, which is the fifth largest retail destination
globally, according to industry estimates is estimated to grow from
the US$ 330 billion in 2007(www.accountingtoday.com) to US$
427 billion by 2010 and US$ 637 billion by 2015. Simultaneously,
modern retail is likely to increase its share in the total retail market
to 22 per cent by 2010.

Continuing the robust growth of the organized retail in India,

according to the Credit Rating and Information Services of India,
the industry raked in US$ 25.44 billion turnover in 200708(remember.org/swiss) as against US$ 16.99 billion in 2006-07, a
whopping growth rate of 49.73 per cent.
India retail industry is the largest industry in India, with an
employment of around 8% and contributing to over 10% of the
country's GDP. Retail industry in India is expected to rise 25%
yearly being driven by strong income growth, changing lifestyles,
and favorable demographic patterns.
"The story is not about us, but this story is about the people who
visit our stores. This is a proud moment for India."
One of the biggest retail here in India we know is Kishore Biyanis
big bazaar. The company ended 2007-08(money control) with
Rs5048crore in revenue. Biyani's and Big Bazaar's, march comes
at a time when several new retailers are slowing expansion,
reducing the number of outlets, effecting layoffs, even exiting the
business.
By 2011, he claims, there will be 300 Big Bazaars, and Pantaloon
Retail (India) Ltd, his flagship, will have revenue of Rs13000crore.
Thus here we will know about the company profile, operations and
also about the consumer behavior towards the schemes, discount,
etc which are offered by the store to facilitate customers.

10

2. OBJECTIVE OF RESEARCH STUDY

2.1. MARKET ANALYSIS

The research objectives of this project are:a. Marketing activities and operational activities are always driven with
an aim of getting sale increased with innovate ideas. Offers are designed
in such a manner that customers are made to go and experience the
shopping.
Marketing also gives some offer to increase the bill size, taking in
consideration the on going fashion in vogue.
b.
Marketing
Strategies
targeting
the
customer:
Advertising Strategy Understanding the media consumption habits of
the customer.

11

3. RESEARCH METHODOLOGY

3.1. SOURCE OF DATA

3.1.1. SURVEY METHOD
Data are usually collected through the use of questionnaires. The
data is collected by mean of simple survey done in the retail store
of the customers.
3.1.2. CROSS-SECTIONAL SURVEYS
Cross-sectional surveys are used to gather information on a population
at a single point in time.
The customers were surveyed to find out their consumption behavior for
the products in various schemes.
A different cross-sectional survey questionnaire might try to determine
the relationship between two factors, like religiousness of parents and
views on Internet filtering.
3.2. SAMPLE SIZE
A sample size of 90 was considered in this project. That is, a total
number of respondents were 90 for survey.

3.3. TIME TAKEN

The time of research was 1 month and surveys of some people
were done daily. The research was based on the change in
consumption of customers for the products in scheme.

12

3.4. TOOLS AND TECHNIQUES OF ANALYSIS

3.4.1. PERSONAL INTERVIEW
Personal interviews are highly susceptible to inadvertent
signaling to the respondent. The cumulative effect of several
facial expressions is likely to be felt. By the use of this method the
facial expressions tell about how a customer feels about the
product, and his knowledge about the product in the scheme.
This will let us know following:1.
2.
3.

The reason could be known that why a product is

not liked and what are shortcomings in the
product?
The preference for the product of the customer?
Who are the frequent customers?

3.4.2. PROJECTIVE TECHNIQUES

Projective techniques are used when a consumer may feel
embarrassed to admit to certain opinions, feelings, or preferences.
It has been found that in such cases, people will tend to respond
more openly about someone else. Thus, we may ask them to
explain reasons why others not buying the product, or why other
customers are not willing to take advantage of the scheme, or what
changes they want should be there for their convenience.
3.4.3. OBSERVATION OF CONSUMER
Observation of customers is often a powerful tool. Looking at how
consumers select products may yield insights into how they make
decisions and what they look for. Observing consumers, tells
about:1.
2.
3.
4.
5.

What is he looking in the product?

Is he brand loyal?
Is he more or less price sensitive?
Is he more interested in packaging,
manufacturing, etc.
Whether his taste has shifted?

13

Observation may help us determine how much time consumers

spend comparing prices, or whether nutritional labels are being
consulted.
3.4.4. SCANNER DATA
Many consumers are members of supermarket clubs. They are
provided with customer card which they have to present this when
they make purchases;
consumers are often eligible for
considerable discounts on selected products.
Nearly all retailers in the area usually cooperate. It is now possible
to track what the consumer bought in all stores and to have a
historical record.
The consumers shopping record is usually combined with:1. Demographic information (e.g., income, educational level of
adults in the household, occupations of adults, ages of
children, and whether the family owns and rents).
2. The consumption quantity could be know about
product which is used in good quantity?

the

3.4.5. PHYSIOLOGICAL MEASURES

Physiological measures are occasionally used to examine
consumer response. It helps to know:1. Advertisers may want to measure a consumers level of
arousal during various parts of an advertisement?
2. In retail stores paging is done at a interval of time of
schemes and discounts so that people are made aware and
they can be provoked to buy.

14

4. ABOUT US
4.1. GROUP VISION:
Future Group shall deliver Everything, Everywhere, Every time
for Every Indian Consumer in the most profitable manner.
4.2. GROUP MISSION:
We share the vision and belief that our customers and
stakeholders shall be served only by creating and executing
future scenarios in the consumption space leading to economic
development.
We will be the trendsetters in evolving delivery formats, creating
retail realty, making consumption affordable for all customer
segments for classes and for masses.
We shall infuse Indian brands with confidence and renewed
ambition.
We shall be efficient, cost- conscious and committed to quality in
whatever we do.
We shall ensure that our positive attitude, sincerity, humility and
united determination shall be the driving force to make us
successful.

15

4.3 INTRODUCTION TO BIG BAZAAR

a. It is a chain of shopping malls in India currently with 31 outlet owned
by Kishore Biyanis Pantaloon Group.
b. Big bazaar is not just another hypermarket, but also provides the best
products at the best price.
c. It Reflect the look and feel of Indian bazaars at their modern outlets.
All over India, Big Bazaar attracts a few thousand customers on any
regular day.
d. Big Bazaar is a chain of department stores in India, currently with 92
stores. It is owned by the Pantaloon Retail India Ltd, Future Group. It
has considerable success in many Indian cities and small towns.
e. A department store is a retail establishment which specializes in
selling a wide range of products without a single predominant
merchandise line. Department stores usually sells products including
apparel, furniture, appliances, electronics, and additionally select other
lines of products such as paint, hardware, toiletries, cosmetics,
photographic equipment, jewelery, toys, and sporting goods.
The idea was pioneered by entrepreneur Kishore Biyani, the CEO of
Future Group. Currently Big Bazaar stores are located only in India. It is
the biggest and the fastest growing chain of department store and aims
to have 150 outlets by June 2009 (money control)and 350 stores by the
end of year 2010.

16

4.4. PRODUCT LINE

Here, one finds over 170,000 products under one roof that cater to
every need of a family, making Big Bazaar Indias favorite
shopping destination. Where Big Bazaar scores over other stores
is its value for money proposition for the Indian customers. Big
Bazaar, one finds a huge variety of products to select from with a
good price and quality. With the ever increasing array of private
labels, it has opened the doors into the world of fashion and
general merchandise including home furnishings, utensils,
crockery, cutlery, sports goods and much more at surprisingly low
prices.
In recent years, Big Bazaar has adopted value pricing in which
they win loyal customers by charging a fairly low price for a high
quality offering. However, consistent low price for the products is
not
only
the
universally
desired
characteristic.

4.5. MARKETING STRATEGY

PROCESS FOLLOWED
Segmentation, targeting, and positioning together comprise a three
stage process. We
a. Determine which kinds of customers exist,
b. Select which ones we are best off trying to serve,
c. Implement our segmentation by optimizing our products/services
for that segment and communicating that we have made the
choice to distinguish ourselves that way.

4.5. 1. SEGMENTATION:

17

Segmentation involves finding out what kinds of consumers with

different needs exist. In the auto market, for example, some
consumers demand speed and performance, while others are
much more concerned about roominess and safety. In general, it
holds true that You cant be all things to all people, and
experience has demonstrated that firms that specialize in meeting
the needs of one group of consumers over another tend to be
more profitable.
Several different kinds of variables can be used for segmentation:1. Demographic variables essentially refer to personal statistics such as
income, gender, education, location (rural vs. urban, East vs. West),
ethnicity, and family size. Campbells soup, for instance, has found that
Western U.S. consumers on the average prefer spicier soupsthus, you
get a different product in the same cans at the East and West coasts.
Facing flat sales of guns in the traditional male dominated market, a
manufacturer came out with the Lady Remmington, a more compact,
handier gun more attractive to women. Taking this a step farther, it is
also possible to segment on lifestyle and values.
2. Some consumers want to be seen as similar to others, while a
different segment wants to stand apart from the crowd.
3. Another basis for segmentation is behavior. Some consumers are
brand loyali.e. they tend to stick with their preferred brands even
when a competing one is on sale. Some consumers are heavy users
while others are light users. For example, research conducted by the
wine industry shows that some 80% of the product is consumed by 20%
of the consumerspresumably a rather intoxicated group.
4. One can also segment on benefits sought, essentially bypassing
demographic explanatory variables. Some consumers, for example, like
scented soap (a segment likely to be attracted to brands such as Irish
Spring), while others prefer the clean feeling of unscented soap (the
Ivory segment). Some consumers use toothpaste primarily to promote
oral health, while another segment is more interested in breathe
freshening.

4.5. 2. TARGETING:
1. In the next step, we decide to target one or more segments. Our
choice should generally depend on several factors: First

18

How well are existing segments served by other manufacturers? It will

be more difficult to appeal to a segment that is already well served than
to one whose needs are not currently being served well.
Secondly
How large is the segment, and how can we expect it to grow?
Thirdly
Do we have strengths as a company that will help us appeal particularly
to one group of consumers?
2. Big Bazaar targets higher and upper middle class customers.
3. The large and growing young working population is a preferred
customer segment.
4. Big Bazaar specifically targets working women and home
makers
who
are
the
primary
decision
makers.
It is part of Big Bazaars new Guerrilla Marketing Strategy.
5. Guerrilla force is divided into small groups that selectively attack
the target at its weak points. Guerilla marketing is just one of the
strategies and surely one can learn a lot from the ongoing battle,
especially people interested in marketing/marketing techniques.

4.5.3. POSITIONING:
Positioning involves implementing our targeting. For example, Apple
Computer has chosen to position itself as a maker of user-friendly
computers.

4.5.4. MARKETING MIX

Main Aspects of Marketing MiX
The easiest way to understand the main aspects of marketing is
through its more famous synonym of "4Ps of Marketing". The
classification of four Ps of marketing includes marketing strategies
of product, price, placement and promotion. The following diagram

19

is helpful in determining the main ingredients of the four Ps in a

marketing mix.

PRODUCT:

In simpler terms, product includes all features and combination of

goods and related services that a company offers to its customers.
Product is the most important aspect of marketing mix for two main
reasons. First, for manufacturers, products are the market
expression of the company's productive capabilities and determine
its ability to link with consumers. So product policy and strategy
are of prime importance to an enterprise, and product decisions
dictate the scope and direction of company activity. Moreover, the
market indicators such as profits, sales, image, market share,
reputation and stature are also dependent on them. Secondly, it is
imperative to realize that the product of any organization is both a
component and a determinant of the marketing mix as it has a
great influence on the other elements of the mix: advertising,
personal selling, channels of distribution, physical distribution and
pricing. So without proper product policy, a company can not
pursue for further elements of marketing mix.
PRICING:

20

Pricing is basically setting a specific price for a product or service

offered. In a simplistic to the concept of price as the amount of
money that customers have to pay to obtain the product. Setting a
price is not something simple. Normally it has been taken as a
general law that a low price will attract more customers. It is not a
valid argument as customers do not respond to price alone; they
respond to value so a lower price does not necessarily mean
expanded sales if the product is not fulfilling the expectation of the
customers
Generally pricing strategy under marketing mix analysis is divided
into two parts: price determination and price administration (ibid).
Price determination is referred to as the processes and activities
employed to arrive at a price for a product including consideration
of relative prices of products within the same line, and differences
in price for similar products of differing grades and qualities.
Price administration is referred to as the activities involved in fitting
basic prices to particular sales situations such as geographic
locale, functions performed by customers, position of distribution
channel members, or special sales situations.
PLACEMENT:

Placement under marketing mix involves all company activities that

make the product available to the targeted customer while
planning placement strategy under marketing mix analysis,
companies consider six different channel decisions including
choosing between direct access to customers or involving
middlemen, choosing single or multiple channels of distributions,
the length of the distribution channel, the types of intermediaries,
the numbers of distributors, and which intermediary to use based
on the quality and reputation .
PROMOTION:

Promotional strategies include all means through which a company

communicates the benefits and values of its products and
persuades targeted customers to buy them . The best way to
understand promotion is through the concept of the marketing
communication process. Promotion is the company strategy to
cater for the marketing communication process that requires

21

interaction between two or more people or groups, encompassing

senders, messages, media and receivers

Limitation of
Marketing)

Marketing

Mix

Analysis

(4Ps

of

Despite the fact that marketing mix analysis is used as a synonym

for the 4Ps of Marketing, it is criticised on the point that it caters
seller's view of market analysis not customers view. To tackle this
criticism, attempted to match 4 Ps of marketing with 4 Cs of
marketing to address consumer views:
Product

Customer
Solution
Price

Customer
Cost
Placement

Convenience
Promotion Communication

22

4.6. COMPETITORS
Big bazaar operates in a competitive environment. For each line of
business, they face competition from established national and regional
companies. In the fashion segment, they probably face competition from
Shoppers Stop, Trent and Lifestyle. The hypermarket business is
relatively new, being just about three to four years old in the country. Big
bazaar faces competition from the likes of RPG (Spencers), Trent (Star
India Bazaar) and with Shoppers Stop too indicating their entry into the
hypermarket segment.
In the Food business, Big Bazaar faces
competition from Subhiksha, Food World to name a few.

23

a. RPG GROUP:

Spencer & CompanyLimited is another

large retail group in the country
withsupermarkets,music stores, and the
beauty and health chainHealth & Glow.
Food world, operated by Food World
Supermarkets Limited, while Health
&Glow by the RPG Group. It is also
Planning IPO, will have 450-plus Music
World, 50-plus Spencer's Hyper covering
4 mn sq.ft by 2010.

K Rahejas Shoppers Stop, is the second

b.KRAHEJAS
largest retailer in the country and became
DEPARTMENTSTORE CHAIN:

in retailing operation an Indian success

story. It also acquired the Crossword
chain of bookstores.
It Operates Shoppers Stop, Crossword,
In orbit Mall, and 'Home Stop' formats.
Will operate 55 hyper city hypermarkets
with US$100 million sales across India by
2015.

c.SUBHIKSHA
SUPERMARKET:

Subhiksha was immensely popular in the

South, particularly in Chennai, where it
sold groceries and pharmaceutical
products below the MRP. It expected to
earn a total turnover of Rs 1,200 crore in
2008-09 as it planned to expand outside
Tamil Nadu and Pondicherry. It planned
for 550 stores in the next five years.

24

4.7. MAJOR PROBLEMS

a. Retailing is in a rapid state of change due to speedy

technological developments, changing competitive positions,
varying consumer behaviors as well as their expectations and
liberalized regulatory environment. In such a scenario, information
is crucial to plan and control profitable retail businesses and it can
be an important source of competitive advantage so long as it is
affordable and readily available.

b. In west, retail businesses have been the early adopters of

Information Technology (IT). As there is a need to capture accurate
information and make it available not only within the store but send
it to warehouse, distributors and manufacturers in real time to
manage the short shelf life of some goods in grocery sector and
costs of inventory, varied DSS tools have been adopted by
organized retailers. VMIs- vendor managed inventory systems,
Scanner at the counters- point of sales systems, RFID- radio
frequency identification, OLAP (online analytical processing),
supply chain management systems, forecasting systems, CRMcustomer relationship management systems, ERP- enterprise
resource performance system etc. are the tools used by organized
retailers in developed nations.

25

c. Most retailers collect and have access to huge amount of data,

collected from day to day operations e.g. customer loyalty data,
retail store sales and merchandise data, demographic projection
data etc. Currently retailers are data rich but information poor.
There is a great potential to develop systems that enable analysts
and decision makers to manage, explore, analyze, synthesize and
present data in a meaningful manner for decisions.

26

5. Statistical Tools Analysis

5.1 SURVEY ANALYSIS

1. Total people surveyed-90
2. Total people who responded well-72
a. Surveyed :-

1. Men: 22
2. Women: 30
3. Youngsters: 18
4. Children: 8
5. Old aged: 12

Men

Women

Youngs

Childern

Old age

27

b. Marital status:1. Married: 74

2. Unmarried: 16

Married

Unmarried

c. Occupation:1. Student: 20
2. Business: 38
3. Service: 27
40
35
30
25
No. Student
of Person

20Bussiness

Service

Any other

15
10
5
0
S tudent

Bus s ines s

S ervice

Any other

28

d. Income group: 1. 0-10000: 20

2. 10000-20000: 24
3. 20000-30000: 28
4. More than 30000: 18

30
25
0-10000
No.of
Person

20

10000-20000

20000-30000

more than 30000

15
10
5
0

e. Is your home: 1. A single family house: 55

2. Two family house: 25
3. Single: 10

Single family house

Tw o family house

single

29

f. Indicate activities/interests which you and/or

members enjoy on a regular basis:
1. Bicycling/running: 1
2. Dieting: 25
3. Crafts: 5
4. Foreign travel: 15
5. Gourmet/fine food: 45
6. Fashion clothing: 40
7. Bible/devotional reading: 12
8. Physical fitness/exercise: 69
9. Stereo/records and tapes: 14
10. Art/antiques: 8
11. Outdoor gardening: 35
12. Wildlife/environment issues: 40
13. Health foods/vitamins: 70
14. Money making opportunities: 50
15. Book reading: 24
16. Self improvement: 45
17. Watching sports on TV: 40
18. Charities/volunteer work: 16
19. Other: 12

household

30

bicycling

dieting

craft

foreign trav el

fine food

fashion clothing

dev otional reading

physical fitness

tapes/records

art

outdoor gardening

w ildlife

health foods

money making

book reading

self improv ement

w atching sports

charities

others

31

CONCLUSION FROM SURVEY ANALYSIS

a. Men and women both are responsive this shows that they have
interest in the products either they buy or not. They have good
knowledge about the product they buy.
b. Women are very careful about what they buy but sometimes
men tend to ignore some of the features of product.
c. Women are more attracted and keen to know about the
schemes, discounts, gifts, etc on product.
d. People have multiple life style and people have interest in
music, fitness, health, dieting, health food, vitamin rich products,
and fashion clothing.
e. Women, children, youngsters, aged people frequently make visit
to stores.
f. People of single family and apartment family are frequent
customers.
g. People of middle class and upper middle class are frequent
customers and they spend good amount of their income.

32

5.2 TREND ANALYSIS

a. how often you used this product before the scheme?
1. Everyday: 49
2. More than once a week: 21
3. Once a week: 20

ev eryday

more than once a w eek

once a w eek

b. How often do you use products from this [SERVICE

CATEGORY]
1. Every day: 55
2. More than once a week: 29
3. Once a week: 6

Ev ery day

Once a w eek

More than once a w eek

33

CONCLUSION FROM TREND ANALYSIS

Trend analysis shows that consumption rate of the products was
good, as the products were mainly daily used products. Earlier the
rate of using of product was less in comparision, after the scheme.

5.3 CONJOINT ANALYSIS

a. Stores are conveniently located:1. Very Strongly Agree: 20
2. Strongly Agree: 28
3. Agree: 27
4. Disagree: 15
30

25

20

15

very strongly agree

strongly agree

agree

disagree

10

0
very strongly agree

strongly agree

agree

b. Store atmosphere and decor are appealing:1. Strongly Agree: 29

2. Agree: 40
3. Disagree: 21

disagree

34

strongly agree

agree

disagree

c. A good selection of products was present.

1. Strongly Agree: 24
2. Agree: 55
3. Disagree: 11

strongly agree

agree

disagree

35

d. (Store) has the lowest prices in the area:1. Strongly Agree: 30

2. Agree: 45
3. Disagree: 15
45
40
35
30
25
No of Person Strongly agree

20

Agree

Disagree

15
10
5
0
Strongly agree

Agree

Disagree

e. Merchandise sold is of the highest quality:1. Strongly Agree: 26

2. Agree: 52
3. Disagree: 12

Strongly agree

Agree

disagree

36

f. Merchandise displays are attractive:1. Strongly Agree: 9

2. Agree: 69
3. Disagree: 12

70
60
50
40
Strongly agree
No.of person

Agree

Disagree

30
20
10
0
Strongly agree

Agree

Disagree

g. Advertised merchandise was in stock:1. Strongly Agree: 14

2. Agree: 67
3. Disagree: 9

Strongly agree

Agree

Disagree

37

h. Overall, I am very satisfied with the store:1. Strongly Agree: 55

2. Agree: 30
3. Disagree: 5
60
50
40
30
Strongly agree
No.of Person

agree

disagree

20
10
0
Strongly agree

agree

disagree

i. I am very satisfied with the price I paid for what I bought:1. Strongly Agree: 34
2. Agree: 53
3. Disagree: 3

strongly agree

agree

disagree

38

j. I am very satisfied with the merchandise I bought:1. Strongly Agree: 12

2. Agree: 70
3. Disagree: 8

strongly agree

agree

disagree

Select the rating that best describes how you feel about [PACK OF
TWO SCHEMES].
k. Quality:1. Strongly Agree: 30
2. Agree: 28
3. Disagree: 15
4. Disagree Strongly: 15
5. Very Strongly Disagree: 2

39
30
25
20
15
10
Strongly
agree
No.of
Person

Agree

Disagree

Disagree strongly

Very strongly disagree

di
sa

Ve
r

st
ro
n

gl

re
e
ag
D
is

gr
ee

y
st
ro
n

gl

gr
ee
D
is
a

Ag
re
e

tr
on

gl

ag

re
e

l. Price and Discount:1. Strongly Agree: 18

2. Agree: 60
3. Disagree: 12

Strongly agree

Agree

Disagree

m. How interested would you be in using the product

in this scheme:1. Not at all interested: 0
2. Not very interested: 3
3. Neutral: 2
4. Somewhat interested: 25

40

5. Extremely interested: 50
6. Not sure: 10

te
d

al

Not sure

tr
es
in

at

Extremely intrested

Ex
tr
em

el

ot

Somew hat interested

N
et
ur

Netural

al
l

50
45
40
35
30
25
20
No.of
Not at Person
all
Not v ery interested
15
10
5
0

n. Overall, how interested are you in buying this

service:1. Not at all interested: 0
2. Not very interested: 5
3. Neither interested nor uninterested: 22
4. somewhat interested: 18
5. Extremely interested: 45

41
45

40

35

Not at all int. Not very interested

30

Neither int.nor unint

Som ew hat interested

Extrem ely intrested

25
No.of Pe rson
20

15

10

CONCLUSION FROM CONJOINT ANALYSIS

People are satisfied with the store locations. There is good rating
in favour of atmosphere, dcor and quality of product offered to
customer in exchange of the reasonable prices.
People have shown their keen interest towards the products in
scheme. They say that for them any discount is good if the product
is of their utility.
Customers are interested to buy the products again and again of
the scheme.

42

6. GENERAL SURVEY AND CONSUMER BEHAVIOR

ANALYSIS FOR THE NEW SCHEME OF PACK OF TWO
a. Do you find the choices in biscuits according to
your preference:1. Very Strongly Agree: 20
2. Strongly Agree: 32
3. Agree: 23
4. Disagree: 15

very strongly agree

strongly agree

b. Biscuits most preferredBritannia:1. Britannia gday butter: 32

2. Britannia gday pista: 16
3. Britannia gday cashew: 20
4. Britannia jim jam: 55
5.Britannia crm treat bourbon 32

agree

disagree

43
60
50
40
30

gday butter

gday pista

gday cashew

jim jam

bourbon

20
10
0
gday butter

gday pista gday cashew

jim jam

bourbon

c. Parle:1. Parle hide n seek choco chips (200g): 24

2. Parle hide n seek choco (100g): 61
3. Parle bourbon cream (200g): 45
4. Parle digestive (176g): 34
5. Parle krack-jack (240g): 21
6. Parle glucose (220g): 50

hide&seek(200g)

2nd Qtr

krack-jack(240g)

glucose(200g)

bourbon(200g)

digestive(176g)

44

d. Maggi preffered most:1. Maggi noodle masala (380g): 35

2. Maggi noodle masala (570gm): 30
3. Maggi noodle masala (760g): 32
4. Maggi noodle vegetable atta (360g): 24
5.Maggi noodle rice chilli chow (332g): 8

maggi noodle msla(380g)

570g

760g

veg atta noodle(360g)

e. Mtr products:1. MTR dessertmix badam drink (220g): 11

2. MTR dessertmix gulab jamun mix (200g):10
3. MTR payasam kheer (220g): 60
4. MTR readymeal suji upma: 16
5. MTR snackmix dosa mix (500g): 12
6. MTR snackmix rava dosa (500g): 19
7. MTR snackmix rava idli (500g): 6
8. MTR snackmix uttappam (500g): 15

rice chilli chow

45

mtr badam drink(220g)

mtr gulab jamun
mtr payasam kheer
mtr suji upma
mtr dosa mix
mtr rava dosa
mtr rava idli
mtr uttappam

7.CONCLUSION
Maggi showed a good response day by day but those like Chili
Chow, Lemon masala, Rice shahi pulao was not up to satisfactory
demand.
Mtr Badam drink, Gulab jamun, Rava idli, Dosa mix were less in
demand may be due to season.
Mtr Payasam kheer showed outstanding demand.
Parle hide n seek (100g), Digestive, Bourbon, krack jack were in
good demand in families. These were like combination of
chocolate, lite, salty biscuits.
Digestive was preferred by health conscious customers mainly.
Britannia Jim jam and Bourbon were preferred by children, and
pista, butter; cashew also provided a great choice in ready to eat
section.

46

Nestle chocolates Kit Kat of 34g, 99g were in good demand.

Red label tea nature care ct 2*250g, Tata tea gold and premium
2*500gm should continue because their demand was increasing
slowly.
Bikano Alu Bhujia and Bikaneri bhujia should be continued as
affordable prices for all customers. It is competing Haldiram and
many local made, so it will take some time for it to raise a
remarkable demand.

Some of the products which can be considered for sale set.

Britannia nutri digestive (small pack)-focuses all health conscious
and old age which are in good percentage. So it can be
considered or scheme.
Mohans corn flakes (liked by all class people and in budget).
No offer on Sunfeast products which targets children in their
advertisements.
Private label products were very reasonable and very affordable
and were in good demand but there was good number of damage
also from the brand in tasty treat instant noodles masala (400g).
There is private label honey also, of very reasonable rate, for its
promotion can we have it in any scheme?

47

8. BIBLOGRAPHY
BOOKS:
KOTLER PHILLIP,KELLER KELVIN
Marketing
Management,
Pataparganj,
Kindersley(India)Pvt.Ltd , 2007.

Delhi,

Dorling

KUMAR ARUN AND MEENAKSHI N

Marketing Management, Naraina, New Delhi, Excel Books Pvt.
Ltd.,2008.
INTERNET:
www.yorku.ca/rkenedy/critical_skills/student/nick_ashby_ppt_prest
ns/how_to_write_an_introduction.ppt+how+to+write+introduction&
hl
www.livemint.com/Big-Bazaar-plans-to-open-15-st.
www.financialexpress.com/news/Future-Group-to-hive-off-BigBazaar/
www.fibre2fashion.com/face2face/pantaloon/kishorebiyani.asp
www.thehindubusinessline.com/iw/2005/12/25/stories/

http://www.domainb.com/companies/companies_f/future_group/20080930_future_gro
up

48

9. ANNEXTURE
Annexure
SURVEY QUESTIONNAIRES
1. Tick the age group you fall in:a.

women

b.

children

c.

youngsters

d.

men

e.

old age

2. Does the big bazaar match consumer expectation or are they

just making empty promises?
a.

yes

b.

no

3. Marital status:a.

married

b.

unmarried

4. Occupation:a.

students

49

b.

business

c.

service

d.

others

5. Income group:a.

0-10,000

b.

10,000-15,000

c.

15,000-20,000

d.

more than 20,000

6. Your family is:a.

single family

b.

joint family

c.

bachelor

d.

others

7. You use the products in offer:a.

every day

b.

more than once in a week

c.

once a week

8. Is the store conveniently located?

a.

strongly agree

50

b.

agree

c.

disagree

9. What about store environment?

a.

very good

b.

good

c.

average

10. Do you find variety in products?

a.

strongly agree

b.

agree

c.

disagree

11. What do you think about quality of the products?

a.

very good

b.

good

c.

average

12. Do you like the way products are displayed?

a.

very attractive

b.

attractive

c.

average

13. How do you come to know about the schemes?

51

a.

reference group

b.

newspapers

c.

sales promotions

d.

pamphlets distributed

e.

paging in store

14. Are you satisfied with the products in store?

a.

yes

b.

no

c.

no comments

15. Are you happy with the schemes and discounts?

a.

strongly agree

b.

agree

c.

disagree

16. How much interested are you in using products?

a.

not at all interested

b.

not very interested

c.

neutral

d.

somewhat interested

e.

not sure

17. Which of the following product you like to take?

52

a.

Britannia g-day butter

b.

Britannia g-day cashew

c.

Britannia g-day pista

d.

Britannia jim- jam

e.

Britannia cream treat bourbon

18. PARLE PRODUCTS:1.

Parle hide n seek choco chips(200g)

2.

Parle hide n seek choco (100g)

3.

Parle bourbon cream(200g)

4.

Parle digestive (176g)

5.

Parle krack-jack (240g)

6.

Parle glucose (1kg)

19. MAGGI NOODLES:1.

Maggi noodle masala(380g)

2.

Maggi noodle masala(570gm)

3.

Maggi noodle masala(760g)

4.

Maggi noodle vegetable atta(360g)

5.

Maggi noodle rice chilli chow(332g)

20. MTR products

1.

MTR dessertmix badam drink(220g)

53

2.

MTR dessertmix gulab jamun mix(200g)

3.

MTR payasam kheer(220g)

4.

MTR readymeal suji upma

5.

MTR snackmix dosa mix(500g)

6.

MTR snackmix rava dosa (500g)

7.

MTR snackmix rava idli(500g)

8.

MTR snackmix uttappam(500g)

21. ACT II
1.

Mix butr (99g)

2.

Mix butr lover(99g)

3.

Mix Butr pepper(60g)

4.

Mix chilli surprise(70g)

5.

Mix classic salted(70g)

6.

Mix golden sizzle(70g)

22. AMUL PRODUCTS:1.

Amul butr(500g)

2.

Butr lite(500g)

3.

Cheese chiplet(200g)

4.

Cheese lite(500g)

5.

Cheese slice(200g)

6.

Cheese tn(400g)

54

7.

Lite spread tub(200g)

23.BAMBINO
1.

Macroni (900g)

2.

Macroni elbow (450g)

3.

Pasta penne (500g)

4.

Pasta spiral (500g)

5.

Vermicelli macr elstx (950g)

6.

Vermicelli roasted (950g)

7.

Vermicelli sc (1kg)

8.

Vermicelli sc ( 450g)

24. NESTLE PRODUCTS:1.

Coffee classic box (200g)

2.

Coffee classic jar (50g)

3.

Coffee classic pp (50g)

4.

Coffee jar (100g)

5.

Kit Kat (99g)

6.

Kit Kat (34g)

7.

Chocolate munch (102g)

55