PROJECT REPORT

ON

Study of Consumer Buying Behavior at Pakiza, Indore

INSTITUTE OF MANAGEMENT STUDIES

DEVI AHILYA VISHWAVIDYALAYA, INDORE (M.P.)

Submitted To
Ms. Ranu Gupta

By
Priyanka Gupta
M.B.A ( Marketing Management )
3rd Sem. (Sec-B)
 DECLARATION

I Priyanka Gupta class of 2009-2011, a fulltime bonafide student of first year

of Master of Business Administration(MBA) Programme of Institute of
Management Studies, DAVV, Indore. I hereby certify that this Project Report is
carried out by me and the report submitted is the true work of mine under
the guidance of the Ms. Ranu Gupta ( An Honorable Faculty for Consumer
Behavior).

PRIYANKA GUPTA

Table of Contents
 • Indian Retail Industry
• Retailing
• Company Profile
• Major Players In The Market
• Objective Of The Study
• Consumer Buying Process
• Consumer Buying Behavior

• Factors affecting Buying Decision Process

• Research Methodology
• Data Analysis And Interpretation
• Facts And Findings
• Recommendations
• Limitations Of The Study

• Questionnaire

Indian Retail Industry

The Indian retail industry is the fifth largest in the world. Comprising of organized
and unorganized sectors, India retail industry is one of the fastest growing
industries in India, especially over the last few years. Though initially, the retail
industry in India was mostly unorganized, however with the change of tastes and
preferences of the consumers, the industry is getting more popular these days and
getting organized as well. With growing market demand, the industry is expected
to grow at a pace of 25-30% annually. The India retail industry is expected to grow
from Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore by the year 2010.
Growth of Indian Retail

According to the 8th Annual Global Retail Development Index (GRDI) of AT

Kearney, India retail industry is the most promising emerging market for
investment. In 2007, the retail trade in India had a share of 8-10% in the GDP
(Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also
expected to reach 22% by 2010.

According to a report by Northbride Capita, the India retail industry is expected to

grow to US$ 700 billion by 2010. By the same time, the organized sector will be
20% of the total market share. It can be mentioned here that, the share of organized
sector in 2007 was 7.5% of the total retail market.

Major Retailers in India

Pantaloon:

Pantaloon is one of the biggest retailers in India with more than 450 stores across
the country. Headquartered in Mumbai, it has more than 5 million sq. ft retail space
located across the country. It's growing at an enviable pace and is expected to reach
30 million sq. ft by the year 2010. In 2001, Pantaloon launched country's first
hypermarket ‘Big Bazaar’. It has the following retail segments:

• Food & Grocery: Big Bazaar, Food Bazaar

• Home Solutions: Hometown, Furniture Bazaar, Collection-i
• Consumer Electronics: e-zone
• Shoes: Shoe Factory
• Books, Music & Gifts: Depot
• Health & Beauty Care: Star, Sitara
• E-tailing: Futurebazaar.com
• Entertainment: Bowling Co.

Tata Group

Tata group is another major player in Indian retail industry with its subsidiary
Trent, which operates Westside and Star India Bazaar. Established in 1998, it also
acquired the largest book and music retailer in India ‘Landmark’ in 2005. Trent
owns over 4 lakh sq. ft retail space across the country.

RPG Group
RPG Group is one of the earlier entrants in the Indian retail market, when it came
into food & grocery retailing in 1996 with its retail Food world stores. Later it also
opened the pharmacy and beauty care outlets ‘Health & Glow’.

Reliance

Reliance is one of the biggest players in Indian retail industry. More than 300
Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail
market. It's expecting its sales to reach Rs. 90,000 crores by 2010.

AV BirlaGroup

AV Birla Group has a strong presence in Indian apparel retailing. The brands like
Louis Phillipe, Allen Solly, Van Heusen, Peter England are quite popular. It's also
investing in other segments of retail. It will invest Rs. 8000-9000 crores by 2010.

Retail formats in India

Hypermarts/supermarkets: large self-servicing outlets offering products from a

variety of categories.

• Mom-and-pop stores: they are family owned business catering to small

sections; they are individually handled retail outlets and have a personal
touch.
• Departmental stores: are general retail merchandisers offering quality
products and services.
• Convenience stores: are located in residential areas with slightly higher
prices goods due to the convenience offered.
• Shopping malls: the biggest form of retail in India, malls offers customers a
mix of all types of products and services including entertainment and food
under a single roof.
• E-trailers: are retailers providing online buying and selling of products and
services.
• Discount stores: these are factory outlets that give discount on the MRP.
• Vending: it is a relatively new entry, in the retail sector. Here beverages,
snacks and other small items can be bought via vending machine.
• Category killers: small specialty stores that offer a variety of categories.
They are known as category killers as they focus on specific categories, such
 as electronics and sporting goods. This is also known as Multi Brand Outlets
or MBO's.
• Specialty stores: are retail chains dealing in specific categories and provide
deep assortment. Mumbai's Crossword Book Store and RPG's Music World
are a couple of examples.

Challenges facing Indian retail industry

• The tax structure in India favors small retail business

• Lack of adequate infrastructure facilities
• High cost of real estate
• Dissimilarity in consumer groups
• Restrictions in Foreign Direct Investment
• Shortage of retail study options
• Shortage of trained manpower
• Low retail management skill

The Future

The retail industry in India is currently growing at a great pace and is expected to
go up to US$ 833 billion by the year 2013. It is further expected to reach US$ 1.3
trillion by the year 2018 at a CAGR of 10%. As the country has got a high growth
rates, the consumer spending has also gone up and is also expected to go up further
in the future. In the last four year, the consumer spending in India climbed up to
75%. As a result, the India retail industry is expected to grow further in the future
days. By the year 2013, the organized sector is also expected to grow at a CAGR
of 40%

Retailing

In the background of high consumerism and income of the urban consumers, in

recent year there are a number of companies have expressed their interest towards
retail sector outlets. As a result numbers of shopping malls have started their
operations in metro and urban areas. Pantaloon, big bazaar, Vishal Mega Mart,
Reliance Fresh are the best known examples of retail sector outlets in India.

Retailing is the interface between the producer and the individual consumer buying
for personal consumption. This excludes direct interface between the manufacturer
and institutional buyers such as the government and other bulk customers. A
retailer is one who stocks the producer’s goods and is involved in the act of selling
it to the individual consumer, at a margin of profit. As such, retailing is the last link
that connects the individual consumer with the manufacturing and distribution
chain. Some of the key features of retailing include:
• Selling directly to customers without having any intermediaries
• Selling in smaller units / quantities, breaking the bulk
• Present in neighborhood or in the location which is quite convenient to the
customers.
• Very high in numbers
• Recognized by their service levels
• Fitting any size and or location

It is assumed that due to the entry of a number of retail outlets in the urban and
semi urban areas, the mindset of the existing customers have undergone drastic
changes. Besides it is also reported that the traditional retailing such an age old
Grocery shops have directly faced competition with the organized retailing sector.

In some parts of the country, it is reported that the traditional retails are resisting
the entry of organized shopping malls. For instance the traditional retails of
Bhubaneswar with the active support of the consumers at large didn’t allow
reliance Fresh to start outlet initially.

Company Profile

About Pakiza

Pakiza Retail Projects were founded in 1975, at the dawn of an age where in the
retailing was not so developed in the whole central India. Over the year it
expanded horizons to serve masses, corporate, institutions and cream genre of the
society and beyond.

Pakiza (A multibrand Reasonable Priced Departmental Store) located at Indore,

presently running for departmental stores in 1,60,000 sq. ft. of total area. Pakiza, is
known for One Stop Solution for Apparel, textile, FMCG & other households
products. Pakiza is owned and operated by family, who devotes their full time in
this business only and are quite sensitive towards Owner’s Commitment.

Mission

Pakiza’s Mission is to give the discriminating shopper what they are looking for,
whether it be Economy, Comfort or Style, in an atmosphere that is comfortable,
exciting and satisfying.

In Indore, Pakiza currently circle our customers with value-added products and
service through 3 (Three) retail business units first at Santha Bazaar, 2nd at Regal
Square, MG Road and 3rd shopping complex at AB Road. The 1st retail outlet is a
15000 sq. ft. showroom catering to mostly masses, rural and customer of old city
area, 2nd outlet at MG Road is 45000 Sq. Ft. departmental store catering to higher
and highere middle class of new city area, where as the new mall with 90000 Sq.
Ft. caters the need of modern township. Each of these businesses is dedicated to
providing out customers with the highest-quality, most effective products, variety,
prices and services.

Major Players in the Market

Big Bazaar
Big bazaar is owned and operated by Future Bazaar India Ltd., a subsidiary
of Pantaloon Retail (India) Limited. As part of India’s largest retail chain, it
enjoys the benefits of buying in bulk for the entire group and keeps the
margins low, so that customers get a great range of products at great prices.
Pantaloon Retail (India) Limited led by Kishore Biyani is the country's
largest retailer. It owns and operates multiple retail formats including
Pantaloons, Big Bazaar, Food Bazaar, Central, E-Zone, Fashion Station,
Depot and many others. Pantaloon Retail was selected as the Best of Best
Retailers in Asia by Retail Asia-Pacific Top 500 magazine in 2006.Big
Bazaar was awarded the CNBC-Awaaz Consumer Awards in 2006 and the
Readers' Digest Platinum Brand Award 2006. Further details on Pantaloon
Retail are available on www.pantaloon.com

Vishal Megamart

Vishal Megamart is India’s first hyper market which is having 126 showrooms in
83 cities / 20 states. Vishal is one of fastest growing retailing groups in India. Its
outlets cater to almost all price ranges. The showrooms have over 70,000 products
range which fulfills all your household needs, and can be catered to under one roof.
It is covering about 2059292 lac sq. ft. in 18 states across India. Each store gives
you international quality goods and prices hard to match. The group had a turnover
of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr. Ram
Chandra Aggarwal. The group had of turnover Rs 2884.43 million for fiscal 2006
and Rs. 6026.53 million for fiscal 2007. The Vishal stores offer affordable family
fashion at prices to suit every pocket.

Easy day
Bharti Retail Ltd, a subsidiary of Bharti Enterprises, launched Easy Day, the
company's first food and grocery store, at Ludhiana in western Punjab. The stores
cover an approximate area of 2,500 to 4,500 square feet.

Mega more

Aditya Birla Retail Limited is the retail arm of Aditya Birla Group, a USD 28
billion Corporation. The Company ventured into food and grocery retail sector in
2007 with the acquisition of a south based supermarket chain. Subsequently
Aditya Birla Retail Ltd. expanded its presence across the country under the brand
"more." with 2 formats Supermarket & Hypermarket.

Supermarket
more. for you - Conveniently located in neighbourhoods, more. supermarkets cater
to the daily, weekly and monthly shopping needs of consumers. The product
offerings include a wide range of fresh fruits & vegetables, groceries, personal
care, home care, general merchandise & a basic range of apparels. Currently, there
are over 600 more. supermarkets across the country.

Hypermarket
more.MEGASTORE - is a one-stop shopping destination for the entire family.
Besides a large range of products across fruits & vegetables, groceries, FMCG
products, more.MEGASTORE also has a strong emphasis on general merchandise,
apparels & CDIT.
Currently, eight hypermarkets operate under the brand more.MEGASTORE in
Mysore, Vadodara, Aurangabad, Indore, Bengaluru, Mumbai, New Delhi and
Hyderabad.

Objective Of The Project

• To understand retail industry in Indore.
• To know about sales promotion strategies used by Retail stores.
• To understand the buying behavior of the customers.
• To know which kind of sales promotion strategy attracts the customer.
• To highlight the socio-economic characters of mega mart customers.
• To understand the Business Mechanism and to run it profitably in
Competitive Business Environment.
• To Understand the role of each subsystem (Dept) and its relationship with
otherb Subsystems for the Business as a System
• To get the Practical Interface of Industry by applying Theoretical Concepts.

Consumer Buying Process

Six Stages to the Consumer Buying Decision Process (For complex decisions).
Actual purchasing is only one stage of the process. Not all decision processes lead
to a purchase. All consumer decisions do not always include all 6 stages,
determined by the degree of complexity.
The 6 stages are:

1.Problem Recognition--difference between the desired state

and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger
stimulates your need to eat. Can be stimulated by the marketer through product
information. I.E., see a commercial for a new pair of shoes, stimulates your
recognition that you need a new pair of shoes.

2.Information search--
• Internal search: memory.
• External search: if you need more information. Friends and relatives (word
of mouth). Marketer dominated sources; comparison shopping; public
sources etc. A successful information search leaves a buyer with possible
alternatives, the evoked set.

3.Evaluation of Alternatives--need to establish criteria for evaluation, features the

buyer wants or does not want. Rank/weight alternatives or resume search. May
decide that you want to eat something spicy, Indian gets highest rank etc. If not
satisfied with your choices then return to the search phase. Can you think of
another restaurant? Look in the yellow pages etc. Information from different
sources may be treated differently. Marketers try to influence by "framing"
alternatives.

4.Purchase decision--Choose buying alternative, includes product, package, store,

method of purchase etc.

5.Purchase--May differ from decision, time lapse between 4 & 5, product

availability

6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive

Dissonance, have you made the right decision. This can be reduced by warranties,
after sales communication, etc. After eating an Indian meal, may think that really
you wanted a Chinese meal instead.

Consumer Buying Behavior

Types of consumer buying behavior are determined by:

 • Level of Involvement in purchase decision. Importance and intensity of
interest in a product in a particular situation.
• Buyers level of involvement determines why he/she is motivated to seek
information about a certain products and brands but virtually ignores others.

High involvement purchases--Honda Motorbike, high priced goods, products

visible to others, and the higher the risk the higher the involvement. Types of risk:
• Personal risk
• Social risk
• Economic risk

The four type of consumer buying behavior are:

• Routine Response/Programmed Behavior--Buying low involvement

frequently purchased low cost items; need very little search and decision
effort; purchased almost automatically. Examples include soft drinks, snack
foods, milk etc.

• Limited Decision Making--Buying product occasionally. When you need

to obtain information about unfamiliar brand in a familiar product category,
perhaps. Requires a moderate amount of time for information gathering.
Examples include Clothes--know product class but not the brand.

• Extensive Decision Making/Complex high involvement, unfamiliar,

expensive and/or infrequently bought products. High degree of
economic/performance/psychological risk. Examples include cars, homes,
computers, education. Spend alot of time seeking information and deciding.
Information from the companies MM; friends and relatives, store personnel
etc. Go through all six stages of the buying process.

• Impulse buying, no conscious planning.

Factors Affecting Buying Decision Process :

A consumer, making a purchase decision will be affected by the following three
factors:
 1. Personal
2. Psychological
3. Social

The marketer must be aware of these factors in order to develop an appropriate for
its target market.

Personal
Unique to a particular person. Demographic Factors. Sex, Race, Age etc.
Who in the family is responsible for the decision making. Young people purchase
things for different reasons than older people. Highlights the differences between
male and female shoppers in the supermarket.

Psychological factors

Psychological factors include:

• Motives--A motive is an internal energizing force that orients a person's

activities toward satisfying a need or achieving a goal.
Actions are effected by a set of motives, not just one. If marketers can
identify motives then they can better develop a marketing mix.
MASLOW hierarchy of needs!!

• Physiological
• Safety
• Love and Belonging
• Esteem
• Self Actualization

Need to determine what level of the hierarchy the consumers are at to determine
what motivates their purchases.

• Perception--

Perception is the process of selecting, organizing and interpreting information

inputs to produce meaning. Information inputs are the sensations received through
sight, taste, hearing, smell and touch.

Selective Exposure-select inputs to be exposed to our awareness. More

likely if it is linked to an event, satisfies current needs, intensity of input
changes (sharp price drop).
 Selective Distortion-Changing/twisting current received information,
inconsistent with beliefs.

Advertisers that use comparative advertisements (pitching one product

against another), have to be very careful that consumers do not distort the
facts and perceive that the advertisement was for the competitor.

Selective Retention-Remember inputs that support beliefs, forgets those that

don't. Average supermarket shopper is exposed to 17,000 products in a
shopping visit lasting 30 minutes-60% of purchases are unplanned. Exposed
to 1,500 advertisement per day. Can't be expected to be aware of all these
inputs, and certainly will not retain many. Interpreting information is based
on what is already familiar, on knowledge that is stored in the memory.

• Ability and Knowledge--

Need to understand individual’s capacity to learn. Learning, changes in a

person's behaviour caused by information and experience. Therefore to
change consumers' behaviour about your product, need to give them new
information re: product...free sample etc. When making buying decisions,
buyers must process information. Knowledge is the familiarity with the
product and expertise.

Inexperience buyers often use prices as an indicator of quality more than

those who have knowledge of a product. Learning is the process through
which a relatively permanent change in behavior results from the
consequences of past behavior.

• Attitudes--
Knowledge and positive and negative feelings about an object or activity-
maybe tangible or intangible, living or non- living.....Drive perceptions

Individual learns attitudes through experience and interaction with other

people. Consumer attitudes toward a firm and its products greatly influence
the success or failure of the firm's marketing strategy. Attitudes and attitude
change are influenced by consumer’s personality and lifestyle. Consumers
screen information that conflicts with their attitudes. Distort information to
make it consistent and selectively retain information that reinforces our
attitudes. There is a difference between attitude and intention to buy (ability
to buy).
 • Personality--All the internal traits and behaviours that make a person
unique, uniqueness arrives from a person's heredity and personal experience.
Examples include:
o Work holism
o Compulsiveness
o Self confidence
o Friendliness
o Adaptability
o Ambitiousness
o Dogmatism
o Authoritarianism
o Introversion
o Extroversion
o Aggressiveness
o Competitiveness.

Traits affect the way people behave. Marketers try to match the store image
to the perceived image of their customers. There is a weak association
between personality and Buying Behaviour; this may be due to unreliable
measures. Nike ads. Consumers buy products that are consistent with their
self concept.

• Lifestyles--Lifestyles are the consistent patterns people follow in their lives.

EXAMPLE healthy foods for a healthy lifestyle.

Social Factors

Consumer wants, learning, motives etc. are influenced by opinion leaders, person's
family, reference groups, social class and culture.

• Opinion leaders--

Spokes people etc. Marketers try to attract opinion leaders...they actually use
(pay) spokespeople to market their products. Michael Jordon (Nike,
McDonalds, Gatorade etc.)

• Roles and Family Influences--Role...things you should do based on the

expectations of you from your position within a group. People have many
roles. Husband, father, employer/ee. Individuals role are continuing to
change therefore marketers must continue to update information. Family is
the most basic group a person belongs to. Marketers must understand:
 o that many family decisions are made by the family unit
o consumer behaviour starts in the family unit
o family roles and preferences are the model for children's future family
(can reject/alter/etc)
o family buying decisions are a mixture of family interactions and
individual decision making
o family acts an interpreter of social and cultural values for the
individual.

The Family life cycle: families go through stages, each stage creates different
consumer demands.

• Reference Groups--

Individual identifies with the group to the extent that he takes on many of
the values, attitudes or behaviours of the group members. Families, friends,
sororities, civic and professional organizations. Any group that has a
positive or negative influence on a person’s attitude and behaviour.

Membership groups (belong to) Affinity marketing is focused on the

desires of consumers that belong to reference groups. Marketers get the
groups to approve the product and communicate that approval to its
members. Credit Cards etc.!!

Aspiration groups (want to belong to)

Disassociate groups (do not want to belong to)
Honda, tries to disassociate from the "biker" group.

The degree to which a reference group will affect a purchase decision

depends on an individual’s susceptibility to reference group influence and
the strength of his/her involvement with the group.

• Social Class--An open group of individuals who have similar social rank.
Social class influences many aspects of our lives. Social class determines to
some extent, the types, quality, and quantity of products that a person buys
or uses. Lower class people tend to stay close to home when shopping; do
not engage in much repurchase information gathering. Stores project definite
class images. Family, reference groups and social classes are all social
influences on consumer behaviour. All operate within a larger culture.

• Culture and Sub-culture--

 Culture refers to the set of values, ideas, and attitudes that are accepted by a
homogenous group of people and transmitted to the next generation. Culture
also determines what is acceptable with product advertising. Culture
determines what people wear, eat, reside and travel.

Research Methodology

To achieve the said objectives a comprehensive study has been made on crucial
areas of Customer satisfaction. A detailed Questionnaire has been developed and
employed on the selected.

Research Methodology: Survey Method

Research Instrument: Questionnaire

Contact Method: Personal Interview

Data Collection

The data collection is of two types. They are:

1. Primary data
2. Secondary data

Primary data:-
The Primary data collection is done through a structured questionnaire, which
contains open and closed questionnaire

Secondary data:-
Secondary sources are the other important sources through which the data were
collected. Includes internet, websites, journals, articles, and the reports maintained
by Pakiza.

Sample size:
By using convenient random sampling technique 100 customers are selected for
the purpose of the study. Direct questionnaire is used to survey the customers
 Sample size— 50
 Data Collection :Primary data – Through Questionnaire
Secondary Data—from the website of Pakiza

Segmentation: Demographic and Behavioral.

Target group: Age group of 15- 45 years.

Positioned market: Santha Bazaar, M.G.road, A.B.road.

Data Interpretation of the Questionnaire

1. How often do you visit Pakiza?

a. Twice a week
b. Weekly
c. Monthly
d. Daily
e. Yearly
f. In festive seasons
 Twice a Twice a week
week
In festive 6% Weekly
seasons Weekly
30% 14% Monthly

Monthly Daily
24%
Yearly Daily Yearly
26% 0%
In festive
seasons

Interpretation: The customers interviewed at Pakiza are mostly coming in the

festive season where they shop for the whole family and get prepared for the
festivals. The monthly and yearly shoppers are also very large in numbers that are
attracted by the shopping offers delivered by the Pakiza.

2. What do you mostly shop for at Pakiza?

• FMCG
• Garments
• Accessories
• Home furnishing
 Home
Furnishing
22% FMCG
FMCG
32%
Garments
Accessorie Accessories
s
Home Furnishing
16%
Garments
30%

Interpretation : The customers that shopps generally from Pakiza are looking at
the lowest price they could get in the FMCG as well as garments. Therefore it is
known for its Pakiza Rate Price at FMCG and Garments. Thus the customers get
the maximum benefit while they shop for these two sections.

3. Preference of shopping?
• Quality
• Brand
• Price
• One stop shop
 25

20
Quality
15
Brand
Price
10
Onestopshop
5

0
1st 2nd 3rd 4th

Interpretation : In response to the aspects that customers give preference while

shopping from Pakiza, the first preference of most of the customers goes to
price which is very high motiuvating factor for the middle class people to
survive in such an inflationary market. The next or the 2nd preference is
achieved by the quality as well as price thus it is being a value for money deal
with the Pakiza. Most of the customers are seeking a benefit of one stop
shopping for all the basic monthly needs of the customer.

4. Do advertisement and promotion influence your shopping

decision at Pakiza?
• Yes
• No
 No
28%

Yes
No

Yes
72%

Interpretation : Most of the customers agree to the point that various promotional
activities conducted by the Pakiza attracts their attention from other stores and
their purchasing willingness get increased by such offers. They purchase more than
what they are required at present situation for the future purpose. Thus increasesthe
sales of Pakiza.

5. Your buying decisions are getting influenced by whom?

• Family members
• Friends
• Sales man
• Not influenced by anyone
 N ot
Influenced
byanyone FamilyMembers
8%
SalesMan Friends
Family
19% Members
SalesMan
51%
Friends
22% Not Influencedby
anyone

Interpretation : Customers buying decision is being influenced majorly by the

family members and thus plays a major role while performing the purchase action.
The friends even play the very important role while making purchases and thus
help to form the mindset about a particular purchase.

6. Do you ever find that you are not satisfied with the shopping you had done?
• Yes
• No
 Yes
36%
Yes
No
No
64%

Interpretation : The post purchase evaluation is done by the customers after

taking the purchase decision. Such evaluation can even produce cognitive
dissonance and may even lead to either satisfaction or dissatisfaction. The 36%
customers feel that that they do feel a degree of dissatisfaction while 64% where
satisfied with their decision.

7. After shopping from Pakiza with whom do you discuss your shopping and take
responses?
• Family members
• Friends
 • Society members

Family
Members
Society 30% FamilyMembers
Members Friends
47%
SocietyMembers
Friends
23%

Interpretation : The reference group plays a very important role while after the
purchase process get over and then post purchase evaluation of the items get
started. Majority of the customers get influenced by their society members in
which they live and the responses are then taken from their family members. Thus
customers play very evaluative role while before going for re-purchase Decision.

8. How likely are you to recommend Pakiza to a friend or relative? Would

you say the chances are?
• Excellent
• Good
• Fair
 • Poor

Poor
Excellent
9%
20%
Excellent
Fair Good
31% Fair
Poor
Good
40%

Interpretation : Good and fair are the major responses of the customers to their
relatives after shopping from Pakiza. Thus it increases the brand image of the
Pakiza in the minds of their local customers.

9. What amoumt of bill do you get whenever you shop from Pakiza?
• Rs. 500-1000
• Rs. 1000-1500
• Rs. 1500-2000
• More than Rs. 2000
 More than
Rs. 2000 Rs. 500-
Rs. 500-1000
7% 1000
23%
Rs. 1500- Rs. 1000-1500
2000
29% Rs. 1500-2000

Rs. 1000- More than Rs.

1500 2000
41%

Interpretation : The % of expenditure increases when the shopping do not

occur so frequently or if it is in the festive season. Thus the expenses at per visit
of the customer at Pakiza were in higher at a range of Rs. 1000-1500.

10. Have you ever opted for any other supermarket like Big Bazaar, easy Day, Or
more mega store for shopping?
• Yes
• No
 No
38%
Yes
No
Yes
62%

Interpretation : The visit of customers to any other supermarket is highest in

terms because the most of the goods that are not being sold by the customers and
when the customers get attracted by the promotional offers at other stores or may
be due to the social influencers of the society makes the willingness to visit other
malls.

Facts And Findings

• The target Customers Of Pakiza belongs to the middle and lower class
people of the society. Their monthly income mostly lies in between 5,000-
20,000 Rs.
• The customers became loyal after shopping from a considerably large time
from Pakiza
• The Customers are finding value for money products at Pakiza
• They are in the opportunity to catch the offers and discounts at Pakiza
• Higher Income Expenses Occur at the festive Season which major
contributes to the garments section.
• Some of the Re- purchase behavior is highly affected by the social class of
the customers.
• Post purchase evaluation does not produce the cognitive dissonance in most
of the customers as the terms and products delivered are very clear in the
minds of the customers.

Limitations of the study

 The project has some limitations because it is totally based on efforts of
individuals. Peoples may be careless and may not give correct answer to the
questions, because of so many reasons. It is totally based on personal efforts of
individuals.

• Some consumers are not interested in filling questionnaire.

• In the Festive Season, as the respondents are very busy in their own festive
preparation, it is quite difficult to take their more time for interviewing their
experiences for shopping.
• The respondents are collected from the selected area of the market.
Therefore the areas should be explored.
• The number of respondents should be increased for detailed comparative
study.
• Time is being the factor of restriction.

Recommendations
• Pakiza retail should include more of its branded quality at a reasonable price
so that people will more become brand aware.
• Pakiza should continuously deliver the value for money concept to their
customers.
• Pakiza should increase the training part of their sales employee to influence
the consumer buying behavior.
• The new and innovative ideas of promotion can not only increase the footfall
of the customers but also increase the sales and will generate revenue.
• The more convenience to the customers should be delivered.
• Pakiza should deliver a lifetime shopping experience to their customers.

Questionnaire
Name: Age:
Gender: Monthly Income:

1. How often do you visit Pakiza?

• Twice a week
• Weekly
• Monthly
• Daily
• Yearly

2. Which store of Pakiza in Indore do you mostly visit?

• A.B. Road
• M.G. Road
• Santha Bazaar

3. What do you mostly shop for at Pakiza?

• FMCG
• Garments
• Accessories
• Personal Care

4. Preference of shopping?
• Quality
• Brand
• Price
• one stop shop

5. Do advertisement and promotion influence your shopping

decision?
• Yes
• No

6. Do you ever find that you are not satisfied with the shopping you had done?
• Yes
• No
7. After shopping from Pakiza with whom do you discuss your shopping and take
responses?
• Family members
• Friends
• Society members

8. How likely are you to recommend Pakiza to a friend or relative? Would you
say the chances are?
• Excellent
• Good
• Fair
• Poor

9. What amoumt of bill do you get whenever you shop from Pakiza?
• Rs. 500-1000
• Rs. 1000-1500
• Rs. 1500-2000
• More than Rs. 2000

10. Have you ever opted for any other supermarket like Big Bazaar, easy Day, Or
more mega store for shopping?
• Yes
• No