Dissertation Submitted
To
Babasaheb Bhimrao Ambedkar University
For the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
By
SHIVANI
ENROLLMENT NO. 1137/16
ROLL NO. 115067
1
CERTIFICATE
Ref. no.
Date-
This is to certify that the dissertation on “CONSUMER BEHAVIOUR COMPANY BIG
BAZAAR” which is being submitted by Mr. SHIVANI , for the award of the degree of
Master of Business Administration in Marketing Management to the Babasaheb Bhimrao
Ambedkar University, is an original record of her own research work carried out by her under
my supervision. To the best of my knowledge, the matter embodied in this dissertation has not
been submitted to any other University or institution for the award of any degree.
Date……………
Supervisor
Dr. TARUNA
(Associate professor)
2
DECLARATION
I declare that the Dissertation entitled Study on “CONSUMER BEHAVIOUR COMPANY
BIG BAZAAR” submitted by me for the award of the degree of Master of Business
Management of Department of Rural Management, and School for Management Studies,
BabasahebBhimraoAmbedkar University (A Central University) is my own work. The
dissertation has not been submitted to for any other degree of this university or any other
University.
Dr. TARUNA
(Associate Professor)
Name: SHIVANI
Enrolment No: 1137/16
Roll No. 115067
3
ACKNOWLEDGEMENT
I have been immensely benefited from the discussion over this dissertation review with my
supervisor. I am very thankful to him for sharing his expertise and his truthful and
illuminating views on a number of topics related to this dissertation.
I would also like to thank my colleagues for their co-operations and help with various aspects
of the dissertation. Their healthy criticism as well as support has assisted me a lot to come up
with this work.
In the end, I place on record, my sense of gratitude to one and all, who directly, have lent their
in this work.
Thank You!
SHIVANI
4
ABSTRACT
Research in common man’s language refers to a search for knowledge. One can
also define research as a scientific and systematic search for pertinent information on a
specific topic, in fact research is an art of scientific investigation.
The basic objective of this study is to analyze the customer perception towards Big
Bazaar in LUCKNOW, Uttar Pradesh. Research was carried out for LUCKNOW
customers who were main targets for this study. Customers were asked about their
perception towards Big Bazaar
5
TABLE OF CONTENTS
CHAPTERS TOPIC PAGE NO
INTRODUCTION 8 - 21
NEED & IMPORTANCE
CHAPTER 1
OBJECTIVES
RESEARCH
METHODOLOGY
SCOPE AND PERIOD OF
STUDY
LIMITATIONS
78 - 80
CHAPTER 5 FINDINGS
SUGGESTIONS
CHAPTER 6 BIBILIOGRAPHY 82 – 86
QUESTIONNAIRE
6
7
INTRODUCTION
NEED&IMPORTENCE
OBJECTIVES
RESEARCH METHODOLOGY
SCOPE OF THE STUDY
LIMITATIONS
8
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 aparisal 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
customers.
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 business.
9
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:
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
11
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”.
Product Economic
Product
Price Technological
Choice
Place Political
Brand
Promotion cultural Consumer Consumer
Choice
Characteristics Decision
Dealer
Process
choice
Cultural Problem
Purchasing
recognition
Timing
Social Information
Purchasing
Personal Search
Amount
Psychological Evaluation
Decision
post
Purchase
Behavior.
12
DETAILED MODEL OF
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
CULTURAL FACTORS:
13
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 persons altitude or
behavior. This group to which the person, belongs and interacts.
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.
14
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.
15
OBJECTIVES OF THE STUDY:
To identify what type of strategies are suitable for the company to reach
the targeted customers.
To find out the factors which influence the consumption of the products in
Big Bazaar.
To find out how the consumers spent their incomes, time on the
purchasing of the products.
16
RESEARCH METHODOLOGY
Meaning of Research
TYPES OF RESEARCH
1. Exploratory Research,
2. Descriptive Research.
17
Exploratory Research:
Descriptive Research:
1) Primary data:
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.
18
2. Direct interviewing: Direct interviewing involved the process where I asked
the questions directly to the customers and I got the feedback.
2) 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.
3) Sample size:
By using judgment random sampling technique 100 respondents are
selected for the purpose of the study.
4) Period of study:
The study is undertaken in the duration of 34 days.
19
5) Research approach:
The survey method was adopted for collected the primary data.
Survey research is systematic gathering of data from respondent through
questionnaire.
6) Research instrument:
The data for this research study was collected by survey technic using
interview method guided by questionnaire.
7) Collection of Data:
Questionnaire and personal interviews are the methods that I have
used for collecting the data.
20
LIMITATIONS:
Time has been a major constraint throughout the study as it has been only
for duration of 2 months.
21
REVIEW OF LITERATURE
22
REVIEW OF LITARATURE/CONSUMER BEHAVIOUR:
23
Thus sneaker manufacturers are eager to have there products worn by admired
athletes. Finally, consumer behavior is influences by learning – you try a
hamburger and learn that it satisfies your hunger and tastes good, and the next
time you are hungry, you may consider another hamburger.
1.Need recognition
5.Purchase evaluation
2. Information search
Problem recognition – you realize that something is not as it should be. Perhaps,
for example, your car is getting more difficult to start and is not accelerating
well. Information search- what are some alternative ways of solving the
problem? You might buy a new car, buy a used car, take your car in for repair,
ride the bus, ride a taxi, or ride a skateboard to work.
24
Packaging, point-of sale displays.
special magazines.
Advertisements
The decision maker(s) have the power to determine issues such as:
Whether to buy?
When to buy?
25
Note, however, that the role of the decision maker is separate from that of
the purchaser. From the point of view of the marketer, this introduces some
problems since the purchaser. can be targeted by point-of-purchase (POP)
marketing a effort that cannot be aimed at the decision maker. Also note that the
distinction between the, purchaser and decision maker be somewhat blurred the
decision maker may have to make a substitution if the desired brand is not in
stock, the purchaser may disregard institutions (by error or deliberately).
Exercise equipment
Similarly the increased desire for “leisure time” has resulted in increased
demand for convenience product and service such as microwave ovens, ready
26
meals and direct marketing service businesses such as telephone banking and
insurance.
Each culture contains “sub-cultures” – groups of people with shared values. Sub-
cultures can include nationalities, religions, racial groups, or group of people
sharing the same geographical location. Sometimes a sub-culture will create a
substantial and distinctive market segment of its own.
Initiator: the people who first suggest or think the idea of buying a particular
product or service.
User: The person (persons) who actually uses the product or service.
27
The various purchase influence factors are as follows:
Personal
Social Psychologic
Age and life
Cultural cycle stage
al
Reference
Motivation
Buyers
Culture groups
Life style
Personality
& self
CULTURAL FACTORS concept
Culture
Subculture
Social classes
28
Relatively permanent and ordered divisions in society whose members
share similar values, interests, and behaviors.
SOCIAL FACTORS
Groups
Family
PERSONAL FACTORS
People change the goods and services they buy over their lifetimes. Tastes
and preferences changes as lift-cycle goes.
29
Personality and self concept
PSYCHOLOGICAL FACTORS
Motivation
Perception
Learning
The common tools used to conduct data analysis range from simple cross
tabulations and segmentation analysis to more sophisticated statistical methods
such as multivariate and logistic regression discriminates analysis and cluster
analysis. In the last few years, optimization tools and machine learning
30
algorithms such as neural networks and genetic algorithms have also been used
to perform advanced data analysis.
The study of consumers helps firms and organizations imjprove their marketing
strategies by understanding issues such as
The psychology of how consumers think, feel, rason, and select between
different alternatives (e.g., brands, products);
The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
The behavior of consumers while shopping or making other marketing
decisions;
31
Behavior occurs either for the individual, or in the context of a group(e.g.,
friends influence what kinds of cloothes a person wears) or an
organization (people on the job make decisions as to which products the
firm should use).
Consumer behavior involves the use and disposal of products as well as
the study of how they are purchased. Product use is often of great interest
to the marketer, because this may influence how a product is best
positioned or how we can encourage increased consumption. Since many
environmental problems result from product disposal (e.g., motor oil
being sent into sewage systems to save the recycling fee, or garbage piling
up at landfills) this is also an area of interest.
Consumer behavior involves services and ideas as well as tangible
products.
The impact of consumer behavior on society is also of relevance.
32
INDUSTRY PROFILE
COMPANY PROFILE
33
INDUSTRY JPROFILE
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 intial investment
required break even is difficult to achieve and many of these players have not
tasted success so far.
SOMEKEY FACTORS
34
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
Capital
Government
Private final Formation
spending
consumption $273 billion
$108 billion
(11%) Expenditure (29%)
$592billion
(60%) (2922
35
The $ 350 billion consumption spending provides the single biggest business
opportunities in India and is divided into sa,e key categories led by food, fashion
and home products
Fashion
Accessorie
Fashion s 5.5% Consumer
Accessorie $225b Durable
s 5.5% 4%
$225b $14b
Fashion
Accessorie
s 5.5% Furniture
Fashion 3.4%
$225b
Accessorie $12b
s 5.5%
$225b
Fashion
Accessorie
Fashion
s 5.5%
Accessorie
$225b
s 5.5%
Fashion
$225b
Accessorie Fashion
s 5.5% Accessorie
$225b s 5.5%
$225b
36
COMPANY PROFILE
37
THE FUTURE GROUP AS GIVEN BY THE GENERAL MANAGER:
38
Unmatched selection of products an Brands - we have more than
20,000 products which crates the flexibility to offer a large range of
choices to customers. We also have partnerships with most of the brands
available in the country, which allows us to get the latest in the range to
our customers. We have been able to create some major popularity ripples
with our corporate clients with products like mobiles, electronics, laptops,
MP3 players, T-shirts, Gift Vouchers and so on.
Seamless end-to-end Logistics solution – we pride ourselves in having
built an end-to-end logistics solution, right from stocking, dispatching,
and delivery confirmation up to post-sales support. Our back-end
infrastructure enables us to service around 15,000 pin codes across India.
Dedicated Customer Care for online customers as well as corporate
clients – We have a dedicated team straddling client servicing, sourcing,
logistics and customer service for all our customers.
“our Brand Association” – Most importantly out parentage &
association with humungous retail brands like Big Bazaar, Pantaloons,
Central and many more, lends tremendous amount of trust jj& credibility
to our end consumers.”
39
ABOUT FUTURE GROUP
Future Group, led by its founder and Group CEO, Mr. Kishore
Biyani, is one of India’s leading business houses with multiple business
spanning across the consumption space. While retai forms the core business
activity of Future Group, group subsidiaries are present in consumer finance,
capital, insurance, leisure and entertainment, brand development, retail, real
estate development, retail media and logistics.
40
The FutureBazaar.com’ promise as given by the General Manager:
Guaranteed Delivery
Secure Payments
41
part of India’s largest retail company with a presence all over India, we are
omnipresent.
Values:
42
o Openness: To be open and receptive to new ideas, knowledge and
information.
o Valuing and Nurturing Relationships: To build long term
relationships.
o Simplicity & positivity: Simplicity and positivity in our thought,
business and action.
o Adaptability: To be flexible and adaptable, to meet challenges.
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 segment.
Sone Ki Chidiya
When the Mughals first came to India they were drawn by the lure of her
fabulous wealth – India was known as the “Sone Ki Chidiya”, literally –“ “The
Golden Bird”.
43
economy in the 1 st century and 11 th century , with a 33% share of world GDP
in the 1 st century and 29% in 1000 CE. During 1700 AD, Mughal era, India’s
share was 24%, more than the whole of Western Europe. It came down to 3.8%
in 1950s. paul Kennedy, in this highly regardd book, The Rise and Fall of the
Great Powers: Economic Change and Military conflict from 1500 to 2000
estimates that in 1750.
India’s share o the world trade was nearly 25 percent. It came down to
0.5% in the 1960s and now stands at around 1..5%.
The Indian economy is once again at the centre of the global attention.
As domestic consumption drives economic growth in India, Future Group hopes
to play a pivotal role in bringing back the Sone Ki Chidiya.
Future Ventures:
44
Meet India’s king of Retail
Pantaloon’s Kishore Biyani has become India’s largest retailer, but still
has several aces up his John Miller shirtsleeves.
And now that he’s set himself the task of tetaining control of the largest
retail space in the country, he won’t let anyone – suppliers or international
promoters included – catch him slacking.
The latest to face the wrat of the 43-year-old is South African hyper
market Shoprite, which opened shop in Mumbai (images) last month through a
franchise agreement with local company Normal Lifestyle.
The hypermarket began retailing products from big boys Nestle (Get
Quote), Unilever and Procter & Gamble at consumer discounts of 20-30 percent,
loweer than even Biyani’s his Big Bazaar Stores.
45
Two days later the Nestle products were back, but not before the
company had clarified its stance. Says Biyani, “shoprite is involved in predatory
pricing. There are rules against this in every part of the world.”
But as a result of his tough stance, the three MNC’s have asked Shoprite
to roll back the offers or face withdrawal of supplies, he says.
and he was proved right when the Kolkata Pantaloon store became a raging
success and Biyani stepped on to the turf as a super retailer.
“I read every book on Sam Walton, Macy’s, Marks & Spencer and
management gurus like Tom Peters whose book ‘Reimagine’ impressed me.”
Even now he reads a management book every fortnight – Stephen Covey, Robert
Kaplanor James Collins.
46
But unusual as it might seem, he also made it a point to stay away from
these stores. The reason: “by going to a Wal-Mart or a Macy’s, you could get
overwhelmed into thinking that was the best model and stop learning,” he says.
47
Allover India, Big Bazaar attracts a few thousands customers on any
regular day.
Founded – 2001
Industry – retail
Website – http://www.bigbazaar.com
48
DATA ANALYSIS
INTERPRETATIONS
49
CONSUMER BEHAVIOR QUESTIONAIRE
4%
4%
12%
Advertisement
Colleagues references
Friend/Relatives references
Any other
82%
INTERPRETATION:
50
Q2. How frequently do you visit Big Bizaar?
43%
45%
40%
35% 30%
30%
25%
No. of respondents
20% 15%
15% 12%
10%
5%
0%
Once in a Twice in a Once in every Once in a
week week 15 days month
INTERPRETATION:
51
CHI – SQUARE TEST:
The above analysis is also analysed with the chi – square test to find
the dependency between no of visits to Big Bazaar and Goods bought. This
test is as follows.
Ho= There is relation between visits and goods bought in Big Bazaar.
Ha = There is relation between no. of visits and goods bought in Big Bazaar.
X = (f-f1)f1 = 24.9456
2
(r-1)(s-1) = 12
There fore the probability ‘P’ nvalue is 0.24 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency in
between the no of visits to Big Bazaar and the goods bought.
52
Q3. What is the main purpose of Purchase?x
No. of respondents
71%
80%
70%
60%
50%
40% 19%
30% 10%
20%
10%
0% No. of respondents
INTERPRETATION:
From the above table we can conclude that the major numbers of
respondent’s of 71% personal usage, 19% to gift and remaining 10% any other.
53
Q4. Which category of products do you buy most at Big Bazaar?
No. of respondents
35%
30%
25%
20%
33% No. of respondents
15%
25%
10% 18%
14%
5% 10%
0%
Food items Clothes Electronecs Furniture Any other
pl. Specify
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.
54
Q5. You prefer to go in Big bazaar with?
No. of Customers
4%
28%
Family members
Spouse
55%
13% Friends
Others
INTERPRETATION:
55
CHI – SQUARE TEST:
The above analysis is also analysed with the chi – square test to find
the relation between people who accompany and Products bought. This test
is as follows.
Ho= There is relation between people who accompany and goods bought in Big
Bazaar.
Ha = There is relation between people who accompany and goods bought in Big
Bazaar.
X = (f-f1)f1 = 20.4779
2
(r-1)(s-1) = 12
There fore the probability ‘P’ nvalue is 0.20 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency in
between the people who accompany and the goods bought in Big Bazaar.
56
Q6. Which mall you like the most in the city?
No. of respondents
1%
12%
Big Bazaar
15%
Spencer
City Central
Hyd Central
72%
INTERPRETATION:
From the survey it is observed the 72% of respondents for Big Bazaar, 15% of
respondents for Spencer, 12% of respondents for City central and only 1% of
respondents are hyd central.
57
Q7. What is the reason behind purchasing in Big Bazaar?
No. of respondents
78%
80%
60%
40%
10%
20% 12%
0% 0
No. of respondents No. of respondents
INTERPRETATION
58
Q8. How do you rate the pricing of products at Big Bazaar?
No. of respondents
9%
21%
Expensive
Competitive
36% Affordable
Reasonable
1.2
INTERPRETATION:
59
CHI – SQUARE TEST:
The above analysis is also analysed with the chi – square test to find
the relationship between price of products in Big Bazaar and Goods bought.
This test is as follows.
Ho= There is relation between prices of the products in Big Bazaar and goods
bought in Big Bazaar.
Ha = There is relation between prices of the products in Big Bazaar and goods
bought in Big Bazaar.
X = (f-f1)f1 = 8.7773
2
(r-1)(s-1) = 12
There fore the probability ‘P’ value is 0.87 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency
between prices of products and goods bought in Big Bazaar.
60
Q9. Why do you prefer to shop in Big Bazaar?
No. of respondents
40%
36%
35%
30% 27%
25%
21%
20%
16%
15% No. of respondents
10%
5%
0%
Availability of Convenience of Offers and Variety of
adequate stock location and disconts products
timing
INTERPRETATION:
61
CHI – SQUARE TEST:
The above analysis is also analysed with the chi – square test to find
the dependency between preference to shop and Goods bought. This test is
as follows.
Ho= There is relation between preference to shop and goods bought in Big
Bazaar.
X = (f-f1)f1 = 21.7921
2
(r-1)(s-1) = 12
There fore the probability ‘P’ value is 0.21 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency
between preference to shop and the goods bought in Big Bazaar.
62
10. what more facility would you like to get at Big Bazaar?
No.of respondents
18%
53%
Membership card
Discount card
1.2
Free parking offers
9%
Lucky draw
INTERPRETATION:
No. of respondents
40%
40%
30%
30% 22%
20%
10% 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 take
assistance sometimes, and 8% will not depend on others. From the collected
data, we can say that the manority of the customers take assistance from the
store staff sometimes.
64
Q12. How is your overall experience in Big Bazaar?
No. of respondents
70% 63%
60%
50%
40%
30% 27%
No. of respondents
20%
10% 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
65
Q13. Would you visit Big Bazaar again?
No. of respondents
0%
15%
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.
66
Q14. Do you suggest any one to shop at Big Bazaar?
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.
67
Q15. How do you suggest to Big Bazaar Management to making present Big
Bazaar to more attractive?
No. of respondents
5%
To maintain quality products
25%
45%
Reasonable prices
INTERPRETATION:
68
Q17. Mention your satisfaction level for following elements
1. Highly satisfied
2. Satisfied
3. Neither satisfied nor dissatisfied
4. Dissatisfied
5. Highly 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 ( ) ( ) ( ) ( )
69
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
25
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Satisfied
10
Highly dissatisfied
60
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.
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2. OPERATING TIME:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 10 10
Satisfied 50 50
Neither satisfied nor dissatisfied 27 27
Dissatisfied 10 10
Highly dissatisfied 3 3
100 100
3%
10% 10%
Highly satisfied
27% Satisfied
Neither satisfied nor dissatisfied
50%
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.
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3. PARKING FACILITY:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 30 30
Satisfied 56 56
Neither satisfied nor dissatisfied 6 6
Dissatisfied 7 7
Highly dissatisfied 1 1
100 100
50%
40%
30%
30%
Satisfaction level based on
20% Parking facility
10% 6% 7%
1%
0%
Highly Satisfied Neither Dissatisfied Highly
satisfied satisfied nor dissatisfied
dissatisfied
INTERPRETATION:
from the data above specified, 30% of customers are highly satisfied, 56%
of the customers are satisfied, 6% of the customers are neither satisfied nor
dissatisfied , 7% of the customers are dissatisfied , 1% of the customers are
highly dissatisfied on the basis of parking facility.
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4.CLEANNESS OF STORE:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 36 36
Satisfied 22 22
Neither satisfied nor dissatisfied 32 32
Dissatisfied 12 12
Highly dissatisfied 0 0
100 100
INTERPRETATION:
from the data above specified, 36% of customers are highly satisfied, 22%
of the customers are satisfied, 32% of the customers are neither satisfied nor
dissatisfied , 12% of the customers are dissatisfied , 0% of the customers are
highly dissatisfied on the basis of Cleanness of store.
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5.SPACIOUS SHOP FLOOR:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 9 9
Satisfied 25 25
Neither satisfied nor dissatisfied 40 40
Dissatisfied 20 20
Highly dissatisfied 6 6
100 100
40%
40%
25%
30% 20%
20% 9% 6%
10%
Satisfaction level based on… Satisfaction level based on
0%
Spacious shop floor
INTERPRETATION:
from the data above specified, 9% of customers are highly satisfied, 25%
of the customers are 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.
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6.EASY TO LOCATE PRODUCT:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 80 80
Satisfied 8 8
Neither satisfied nor dissatisfied 3 3
Dissatisfied 9 9
Highly dissatisfied 0 0
100 100
8% Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
80%
INTERPRETATION:
from the data above specified, 80% of customers are highly satisfied, 8%
of the customers are 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.
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7.QUALITY OF PRODUCTS:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 2 2
Satisfied 80 80
Neither satisfied nor dissatisfied 10 10
Dissatisfied 8 8
Highly dissatisfied 0 0
100 100
INTERPRETATION:
from the data above specified, 2% of customers are highly satisfied, 80%
of the customers are satisfied, 10% of the customers are neither satisfied nor
dissatisfied , 8% of the customers are dissatisfied , 0% of the customers are
highly dissatisfied on the basis of Quality of products.
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8.PROMOTION OFFERS;
Satisfaction level No. of customers Percentage (%)
Highly satisfied 20 20
Satisfied 60 60
Neither satisfied nor dissatisfied 18 18
Dissatisfied 2 2
Highly dissatisfied 0 0
100 100
INTERPRETATION:
from the data above specified, 20% of customers are highly satisfied, 60%
of the customers are satisfied, 18% of the customers are neither satisfied nor
dissatisfied , 2% of the customers are dissatisfied , 0% of the customers are
highly dissatisfied on the basis of Promotion Offers.
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9.PRICE OF THE PRODUCT:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 4 4
Satisfied 90 90
Neither satisfied nor dissatisfied 3 3
Dissatisfied 0 0
Highly dissatisfied 3 3
100 100
INTERPRETATION:
from the data above specified, 4% of customers are highly satisfied, 90%
of the customers are satisfied, 3% of the customers are neither satisfied nor
dissatisfied , 0% of the customers are dissatisfied , 3% of the customers are
highly dissatisfied on the basis of Price of the product.
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10.STAFF HELPFULNESS:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 52 52
Satisfied 8 8
Neither satisfied nor dissatisfied 25 25
Dissatisfied 12 12
Highly dissatisfied 3 3
100 100
3%
12%
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
25% 52%
Dissatisfied
Highly Dissatisfied
8%
INTERPRETATION:
from the data above specified, 52% of customers are highly satisfied, 8%
of the customers are satisfied, 25% of the customers are neither satisfied nor
dissatisfied , 12% of the customers are dissatisfied , 3% of the customers are
highly dissatisfied on the basis of staff helpfulness.
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11.FLEXIBILITY IN PAYMENT MODE:
3%
7% 10%
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
80%
Highly dissatisfied
INTERPRETATION:
from the data above specified, 10% of customers are highly satisfied, 80%
of the customers are satisfied, 7% of the customers are neither satisfied nor
dissatisfied , 3% of the customers are dissatisfied , 0% of the customers are
highly dissatisfied on the basis of Flexibility in Payment mode.
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12.RETURN OF VALUE FOR MONEY:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 5 5
Satisfied 60 60
Neither satisfied nor dissatisfied 35 35
Dissatisfied 0 0
Highly dissatisfied 0 0
100 100
5%
35% Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
60%
Dissatisfied
Highly Dissatisfied
INTERPRETATION:
from the data above specified, 5% of customers are highly satisfied, 60%
of the customers are satisfied, 35% of the customers are neither satisfied nor
dissatisfied , 0% of the customers are dissatisfied , 0% of the customers are
highly dissatisfied on the basis of Return of Value for Money.
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FINDINGS
SUGGESTIONS
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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.
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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.
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.
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RECOMMENDATIONS
An attempt has been made to suggest to the Big Bazaar a few measures. These
suggestions have been made within the preview of the data available.
1) The company must go for some more promotional activities rather than
TV, advertisement, hoarding and news papers.
2) The company has to conduct the periodical meetings with customers and
take their valuable suggestions.
3) The company may adopt policy of discounts cards and gifts to customers
while purchasing the products.
7) Most of the customers belongs to age group of 17-27 years. So, company
has to concentrate more on those people to enhance the sales.
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QUESTIONNAIRE
BIBLIOGRAPHY
86
QUESTIONNAIRE
(The information furnished by the respondent is strictly for Academic purpose only)
Name: Location:
Age: Occupation:
a) Advertisement
b) Colleagues references
c) Friends/relatives references
d) Any other specify
a) Once in a week
b) Twice in a week
c) Once in every 15 days
d) Once in a month
a) Food items
b) Clothes
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c) Electronics
d) Any other pl. Specify
a) Family members
b) Spouse
c) Friends
d) Others
a) Big bazaar
b) Spencer
c) City central
d) Hyd central
a) Expensive
b) Competitive
c) Affordable
d) Reasonable
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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
a) Excellent
b) Good
c) Poor
a) Sure
b) May be
c) Never
a) Yes
b) No
Q15) How, do you suggest to Big Bazaar management to making present Big
Bazaar to more attractive?
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Q16) Please give your valuable suggestions regarding Big Bazaar over all
functioning_________________________________________________
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 ( ) ( ) ( ) ( )
Thank you
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BIBLIOGRAPHY
Text Books
Websites:
www.consumerbehavior.com
www.bigbazaar.com
www.panthalone.com
www.futuregroup.com
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