Ê
 


        
Submitted in the partial fulfilment of the requirements
For the award of the degree
Of
J    Ê

     
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Ms. DeepaHRProf. Suchitra G.
Executive (M.A. Economics)

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I hereby declared that this project titled ³Study on 

       
8 is submitted to the Punjab Technical University as a partial requirement for the award
of Degree of J    Ê, during the year.
It is the record of an original & independent study carried out by me, under the able guidance
and supervision of
 ,$of ³+ +    
 .
  8$ This project report has not been submitted earlier by me or by anybody else for the
award of any other degree in any University in India or abroad.

Date:

Place: (Upendra Singh)

Reg. No: 9212400071


 Ê0976,6J6

I would like to express my sincere thanks to the Director & Management of International
Institute of Business Studies, Bangalore, for their valuable guidance & support. I am extremely
thankful & grateful to $
 $, for her constant guidance & encouragement throughout
the study.

I would like to express my sincere thanks & gratitude to J$
 0 of  , for
his support & guidance during my stay in their organization.

I would also like to express my devoted thanks to my beloved parents & my friends for their
relentless support & assistance to make this project a reality. Last but not the least, I would like
to thank all my respondents for their co-operation & participation in data collection, which has
enabled me to complete the project successfully.

Date :

Place : ( Upendra Singh )

[
 6:6+;6
JJÊ#

áonsumers today are challenged by growing amounts of information and wider choices of
products, requiring them to develop skills and knowledge for making good choices in complex
markets. Each consumer is unique with different needs and wants and buying choices and habits
are influenced by habit, and choice that are in turn tempered by psychological and social drivers
that affectpurchase decision processes. It is a complex multi-dimensional variable and needs to
be understood to cater to such needs.

áonsumer Behaviour is the Process Involved When Individuals or Groups Select, Use, or
Dispose of Products, Services, Ideas or Experiences (Exchange) to Satisfy Needs and Desiresë
The aim of marketing is to meet and satisfy target customer needs and wants.

Market research is often needed to ensure that retailers provide what customers really want and
not what we think they want. This study is based on a survey done on customers of a
hypermarket named Big Bazaar. Big Bazaar is a new type of market, which came in to existence
in India since 1994. It is a type of market where various kinds of products are available under
one roof. My study is on determining the customer¶s buying behaviour of customer, demand for
Big Bazaar and the satisfaction level of customers in Big Bazaar. The study will find out the
current status of Big Bazaar and determine where it stands in the current market.

The research has been carried out as per the steps of Marketing Research. Well supportive
objectives were set for the study. To meet the objectives primary research was undertaken. The
data collection approach adopted was qualitative as well as quantitative research. The instrument
used for the data collection was direct interview & questionnaire. The target respondents were
the visitors of Big Bazaar, Hebbal, Bangalore, with the sample size of 300. Tables & charts have
been used to translate the responses into meaningful information to get the most out of the
collected data. Based on these the inferences have been drawn with peer supportive data. This
report also mentions the various marketing strategies implemented by Big Bazaar, Hebbal to earn
its revenue.

0
This market field survey will help us in knowing the current consumer buying behaviour. It will
help in estimating the customer¶s future needs and wants for taking the decision to fulfil the
customer¶s need and wants in future.

·
   $

" +

1.1‘Retail Scenario in India««««««««««««««««««««««««9

" ++

2.1 Scope of study«««««««««««««««««««««««««««..15

2.2 Objectives of the study««««««««««««««««««««««««.15

2.3 Source of data«««««««««««««««««««««««««...««16

" +++

3.1 Review of Literature«««««««««««««««««««««««««18

" +;

4.1 áompany Profile««««««««««««««««««« «««««««...24

" ;

5.1 Data Analysis««««««««««««««««««««««««««««.30

   ,"    
1 1 31
2 2 32
3 3 33
4 4 34
5 5 35
6 6 36
7 7 37
8 8 38
9 9 39
10 10 40
11 11 41

Î
12 12 42
13 13 43
14 14 44
15 15 45
16 16 46
17 17 47
18 18 48
19 19 49
20 20 50
21 21 51
22 22 52
23 23 53
24 (a, b, c, d, e, f, g, h, I & e) 24 54-59
25(a, b, c, d & e) 25 61-63
" ;+

6.1 Findings««««««««««««««««««««««««««««««...67

6.2 áonclusion«««««««««««««««««««««««««««««...69

" ;++

7.1 Recommendations««««««««««««««««««««««........................71

" ;+++

8.1 Limitations«««««««««««««««««««««««««..........................74

" +:

9.1 Bibliography«««««««««««««««««««««««««««««««76

" :

10.1 Questionnaire««««««««««««««««««««««««««««««.78

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'$'‘#
  +

Defining a new consumer culture, retailing beats everything else hollow. Though still at a
nascent stage, the rate at which retail outlets are mushrooming could give an amoeba a complex.

From supermarkets and hypermarkets to department stores and convenience stores and one-stop
shops, a retailing wave is currently on in the country. And from food to music and apparel to tea
and coffee bars, companies of all hues are indulging in retail speak.

Organized retailing has grown three-fold from Rs 5,000 crore in 2000 to Rs 1,44,253 crore
today, with a potential to expand to Rs 235,000 crore by 2015.

The Indian consumer initially accepted everything that was offered to them but from the nineties
the trend changed and the market became more consumer driven. áonsumers became more
specific about what they wanted and did not pick up anything and everything that was given to
them. In short they became very choosy and needed alternatives to choose from. These in turn
made the Indian consumers more knowledgeable about the products and facilities and they have
now become tough critics, savvy, purchasers, value driven spenders and practical thinkers when
it comes to shopping. The demand for their time at work and home has made the consumers
extremely selective about how they would spend their limited time on shopping.

The rate of growth in India has gradually picked up in the last two decades. Growth prospects
apart, India's very size acts as the fourth largest economy in the world. It is also the second most
populous nation in the world. This clearly indicates that within the broad picture of a developing
nation, there are segments big enough to represent large markets for organized retail. Due to the
increasing demand of consumers for variety and convenience under one single roof, the concept
of shopping malls started taking shape in India. Though the concept of shopping malls came
from the west, when it was introduced in India is was according to Indian taste and preferences.

Shopper's stop was the first Shopping mall to start in India. It was promoted by Mr.K.Raheja , a
prominent Mumbai-based builder, opened the first outlet in Andheri, Mumbai in 1991, initially it
underwent a fair share of growing pains but slowly it caught on and has now been very well
accepted by the masses.


In India there are a number of large towns and the population in these towns is also very high.
This acts as a very important factor to attract the large retailers in venturing into these towns. In
the ascending traffic congestion levels, the net result is over crowded towns and parking hassles,
One-stop shops have become the places of choice in such a scenario.

There has been an explosion of branded goods as a corollary to the receptive conditions created
by The new trend; For example: In the eighties there was only one brand of salt available in the
Indian market but today there are many brands that are available. Garments, cosmetics, shoes, etc
are no way different as a number of brands have entered into the market.

+ #  3   , J 

The changing structure of the industry is in response to global forces. There is a perspective of
the existing opportunities and the future potential areas across various segments of the retail
industry. While this sector hasn't yet been thrown open to foreign investments, the potential for
the same in the future is huge. Technology is playing an increasingly crucial role for the success
of a retail venture. Retailers are scrambling to tap the vast consumer information at their disposal
using technological advancements. The section on such initiatives in the Indian retail scenario is
a must for any potential entrant and for majors in the software industry wanting to tap the
potential in this industry.

c

Traditional retailing continues to be the major form of retail system contributing to over 97% of
total retail revenues. Indian retail market is in a transition phase with a fast paced shift towards
organized retail which is predicted to capture 15-20% market share by 2011. Initially organized
retail stores made their entry through metro cities. But with the increased spending capacities of

consumers in tier-2 cities, the new retail stores are entering smaller upcoming cities.

There are only a handful of companies with a retail background. Most new entrants to the Indian
retail scene are real estate groups who see their access to and knowledge of land, location and
construction as prime factors for entering the market. Quite interestingly, the share of retail
market in urban and rural India is not very skewed. The organized retail is expected to grow at a
rate of 35% in large cities because of shortage of space, while in small towns it would grow at a
rate of 50-60 per cent, where ample land is available (NSSO and KPMG analysisë

cc
India, currently, is the hottest retail destination. The Indian retail sector is highly fragmented
with 95% of its business being run by the unorganized retailers like the traditional family run
stores and corner stores. The organized retail is at a very nascent stage though attempts are being
made to increase its proportion to 15-20% by the year 2010 bringing in a huge opportunity for
prospective new players. ³Retail Revolution´ is just beginning in India. This presents a unique
opportunity in time to ³organized´ retailers in the western world to leverage and scale-up in
India utilizing their well defined and proven processes, procedures and controls. The supply
chain, procurement systems and understanding of global trends & fashion will enable them to
succeed.

c
According to the research conducted by Sumitra group, from the setting up of India¶s first mall
in 1999, there has been a steady proliferation of malls, a trend specially pronounced in the urban
cities. Total number of malls was estimated at 200 in 2005-06 and projected to increase to 715 by

2015.

The mall mania has bought in a whole new breed of modern retail formats across the country
catering to every need of the value-seeking Indian consumer. An average Indian would see a
mall as a perfect weekend gateway with family offering them entertainment, leisure, food,
shopping all less than one roof. FDI up to 51 per cent is allowed, with prior Government
approval for retail trade in µSingle Brand¶ products with the objective of attracting investment,
technology and global best practices and catering to the demand for such branded goods in India
(KPMG Research Group).

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The scope of this research is to identify the buying behaviour of customers of Big Bazaar in
Hebbal region of Bangalore. This research is based on primary data and secondary data. Due to
time constraint only limited number of persons could be contacted. This study only focuses on
urban buying behaviour of customers because the research is conducted in Bangalore. The study
does not say anything about rural buying behaviour of customer as rural norms/status/attitude &
acceptance of the rural customers differs with urban customers. The scope of research is limited
to metropolitan city. It provides help to further carry forward the research for organized retail
sector in Bangalore metropolitan area. It aims to understand the skill of the retail outlet in the
area like technological advancement, competition in management. It helps in the:

A‘ The measurement of the customer¶s satisfaction level towards customer Buying

behaviour in Big Bazaar through well designed questionnaires.
A‘ The study may help the company to device new strategies.
A‘ The study will also help the company to know about the demographics of the customers
and their respective choices for products.
A‘ The study will help the company to identify its pitfalls and also how to improve them.

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1.‘ To find out the buying behaviour of the customers coming at Big Bazaar, based on

income, age, social status, gender etc..

2.‘ To study the level of satisfaction of the customers who visit the outlet of Big Bazaar at

Hebbal.

3.‘ To know the factors affecting the buying behaviour of customers.

4.‘ To know about marketing strategies of Big Bazaar.

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collected by mean of simple survey done in the retail store of the customers.
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áross-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 behaviour 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.

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Sample size of 300 was considered in this project. That is, a total number of respondents were 300 for
survey.

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The time of research was 3 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.

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   "        
"   . So, when a new
product is launched in the market, understanding consumer¶s buying behaviour becomes very
essential.

For  1    

      2   
    2  
 
"   . In simple words, the various
reasons which govern and finally force the customer to go for that particular product and
services.

So,     can be defined as the study of when,why,where and how people buy
or do not buy any products and services.

Thus,study of consumer behaviours help the marketers to take vital decisions on marketing
strategies for launching their new product.


  2   
 
" ?

'@‘ 
 
  : Every human being has certain basic needs and
to fulfil those basic needs, one has to buy related products. Such buying behaviour is said
to be necessity driven and varies from person to person
2)‘ +"  
  : Sometimes, there is no preconceived notions in the
mind of the consumers, however certain product features, packaging, promotional
schemes etc. force the consumers to buy them.

So, the marketers have to analyse the various factors which influence the consumers for
impulsive buying or necessity buying .    
     1:

'@  : Human beings are social animal and are highly influenced by their society. Also
every society is different from one another and are governed by set of different wants perception,
behaviour and values which again depends upon its culture, subculture, social class. So, buying
behaviour differs from one culture to another culture .This helps the marketers to recognize the
culture factor of their target customers and design& strategies their products accordingly.culture

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.This helps the marketers to recognize the culture factor of their target customers and design&
strategies their products accordingly.

2)
 : People are highly influenced by preferences of other people around them like
family, friends, neighbours and roles and status and try to follow them.

3)  : like age, life style and occupation of the consumers, product life cycle
influence consumer¶s mind.E.g.: people with different occupation will have different choice of
products /services.

4)6
: Buying potential of a consumer is a very important factor influencing buying
behaviour.So,products pricing should be as per consumers purchasing power otherwise the
consumers start looking for alternative choices.

5) 
   ²every consumer has set of perceptions, beliefs and attitude.So,
marketers must understand those psychological factors and motivate the consumers to buy the
product.

áonsumers are the end users of any product or services and hence, study of consumer behaviour
is important for the marketers to analyse the various factors which influences consumers mind
for buying products or services.

The consumer¶s shopping record is usually combined with 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) and the family¶s television watching habits.

c
It is now possible to assess the relative impact of a number of factors on the consumer¶s choice
e.g.,

A‘ What brand in a given product category was bought during the last, or a series of past,
purchase occasions;
A‘ Whether, and if so, how many times a consumer has seen an ad for the brand in question
or a competing one.
A‘ Whether the target brand (and/or a competing one) is on sale during the store visit;
A‘ Whether any brand had preferential display space.
A‘ The impact of income and/or family size on purchase patterns; and
A‘ Whether a coupon was used for the purchase and, if so, its value.

A ³split cable´ technology allows the researchers to randomly select half the panel members in a
given community to receive one advertising treatment and the other half another. The selection
is truly random since each household, as opposed to neighborhood, is selected to get one
treatment or the other. Thus, observed differences should, allowing for sampling error, the be
result of advertising exposure since there are no other systematic differences between groups



The study of consumers helps firms and organizations improve their marketing strategies by
understanding issues such as how

A‘ The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products, and retailers).
A‘ The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media).
A‘ The behaviour of consumers while shopping or making other marketing decisions.
A‘ Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome.
A‘ How consumer motivation and decision strategies differ between products that differ in
their level of importance or interest that they entail for the consumer. And
A‘ How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.

One "official" definition of consumer behaviour is "The study of individuals, groups, or

organizations and the processes they use to select, secure, use, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer
and society." Although it is not necessary to memorize this definition, it brings up some useful
points:

A‘ Behaviour occurs either for the individual, or in the context of a group (e.g., friends
influence what kinds of clothes a person wears) or an organization (people on the job
make decisions as to which products the firm should use).
A‘ áonsumer behaviour 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.
A‘ áonsumer behaviour involves services and ideas as well as tangible products.
A‘ The impact of consumer behaviour on society is also of relevance. For example,

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aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have
serious repercussions for the national health and economy.


 <Ê6#3+;
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"
 

Future Group, led by its founder and Group áEO, Mr. Kishore Biyani, is one of India¶s leading
business houses with multiple businesses spanning across the consumption space. Future Group,
through its subsidiaries, engages in retail, consumer finance, insurance, capital, learning and
development, retail media, logistics and distribution solutions, leisure and entertainment,
shopping malls, knowledge services, brand development, retail real estate development, and e-
tailing businesses in India.

The Future Group operates through six verticals: Future Retail (encompassing all retail
businesses), Future áapital (financial products and services), and Future Brands (management of
all brands owned or managed by group companies), Future Space (management of retail real
estate), Future Logistics (management of supply chain and distribution) and Future Media
(development and management of retail media).

0
The group¶s speciality retail formats include supermarket chain ± Food Bazaar, sportswear
retailer - Planet Sports, electronics retailer ± e-Zone, home improvement chain - Home Town and
rural retail chain, Aadhaar, among others. It also operates popular shopping portal -
www.futurebazaar.com.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 16 million square feet of
retail space in 73 cities and towns and 65 rural locations across India. Headquartered in Mumbai
(Bombay), Pantaloon Retail employs around 30,000 people and is listed on the Indian stock
exchanges. The company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers. In the lifestyle segment, the group operates Pantaloons,
a fashion retail chain and áentral, a chain of seamless malls. In the value segment, its marquee
brand, Big Bazaar is a hypermarket format that combines the look, touch and feel of Indian
bazaars with the choice and convenience of modern retail. Winner Sports Pvt. Limited is the
sports segment of the group that caters to the Sports and Lifestyle consumer space. Winner
Sports is the exclusive India Licensee for retailing and marketing leading international brands
including áonverse, Speedo, Wilson, Prince, Spalding and áallaway. It has over 57 stores across
23 locations.

The company operates '&)   . '*) =  stores, among other formats, in
over *)  across the country, covering an operational retail space of over 5   A 
. In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of a
hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and
Bangalore.

Future áapital Holdings, the group¶s financial arm provides investment advisory to assets worth
over $1 Billion that are being invested in consumer brands and companies, real estate, hotels and
logistics. It also operates a consumer finance arm with branches in 150 locations.

Other group companies include, Future Generali, the group¶s insurance venture in partnership
with Italy¶s Generali Group, Future Brands, a brand development and IPR company, Future
Logistics, providing logistics and distribution solutions to group companies and business partners
and Future Media, a retail media initiative.

·
The group¶s presence in Leisure & Entertainment segment is led through, Mumbai-based listed
company Galaxy Entertainment Limited. Through its partner company, Blue Foods the group
operates around 100 restaurants and food courts through brands like Bombay Blues, Spaghetti
Kitchen, Noodle Bar, The Spoon, áopper áhimney and Gelato.

Future Group¶s joint venture partners include, US-based stationery products retailer, Staples and
Middle East-based Axiom. áommunications.

($' =   , " J

³Future´- the word which signifies optimism, growth, achievement, strength, beauty, rewards
and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten;
create new opportunities and new successes. To strive for a glorious future brings to us our
strength, our ability to learn, unlearn and re-learn.

($& , " 

Future Group shall deliver Everything, Everywhere, Every time for Every Indian áonsumer in
the most profitable manner.

($/ , " J

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.

Î
 We shall ensure that our positive attitude, sincerity, humility and united determination shall be
the driving force to make us successful.

($(  ; 

+ confidence in ourselves.

7" to be a leader, both in thought and business.

#" B <  
 to respect every individual and be humble in our conduct.

+" leading to purposeful thinking.

": to be open and receptive to new ideas, knowledge and ideas.

;      # " to build long term relationships.

" 
B 
 Simplicity and positivity in our thought, business and action.

Ê" 
 to be flexible and adaptable, to meet challenges.

= 2 to respect and understand the universal laws of nature.

 3 =  , + J   

Indian retail sector is witnessing one of the most hectic marketing activities of all times. The
companies are fighting for mind share and heart share which can finally be converted to market
share. There is always a µfirst mover advantage¶ in an upcoming sector. In India, that advantage
goes to ³Big Bazaar.´ It has brought about many changes in the buying habits of people. It has
created formats which provide all items under one roof at low rates, or so it claims.
Kishore Biyani led the company¶s foray into organized retail with the opening up of the Big
Bazaar in the year 2001. It is a unit of Pantaloon Retail (India) Ltd and caters to the Great Indian
Middle álass. It was started as a hypermarket format in Mumbai with approx. 50,000 sqft of
space. Its values and missions are to be the best in Value Retailing by providing the cheapest
prices and hence goes the tag-line-----
C+      1 8

^
It sells variety of merchandise at affordable rates, the prices of which it claims are lowest in the
city. Usually the items are clubbed together for offers as on the lines of Wall - mart and áarrefour
and it also offers weekend discounts. It currently operates out of more than 100 stores and top 25
stores register a cumulative footfall of 30 lakh a month on an average.
Though, the products Big Bazaar stores stocks might not be advanced, but the customers are
assured to avail the worth of the money spent by them.Big Bazaar has become a massive hit with
lower middle-class and middle class people as a major client base with the discounted pricing and
lucrative offers at different products.
The large and growing young working population is a preferred customer segment for Big bazaar.
These young people are early adopters of most modern product lines.
The on-going boom in sectors such as information technology and business process outsourcing
has created a clientele with high disposable income and a increased demand for lifestyle
merchandise such as watches, cosmetics and perfumes. This is a much-travelled and brand-savvy
urban population. Interestingly, an estimated 40-50% of the Indian working woman¶s salary is
spent on apparel and footwear. Eating out, mobile phones and accessories make up the other
leading spending options. Big Bazaar specifically target young, working professionals, home
makers who are primary decision maker.

Big Bazaar is based on 3-á theory of Kishore Biyani. The 3-á symbolize áhange, áonfidence
and áonsumption, and according to this theory, "áhange and confidence is leading to rise in
áonsumption". They divided Indian customers in three categories:

+ 

à‘ áonsuming class, constitutes only 14% of Indian population.

à‘ They are upper middle class and most of customers have substantial disposable income.
à‘ Initial focus of Big Bazaar.

+ 2

à‘ Serving class which includes people like drivers, house-hold helps, office peons, washer-
men, etc.


 à‘ For every India One, there are at least India Two and have around 55% of Indian
population.

+ 

à‘ Struggling class, remaining population of India.

à‘ áannot afford to inspire for better living, have hand-to-mouth existence.
à‘ Needs cannot be addressed by current business models.

The potential customers of Big Bazaar are India One and India Two.

Target customer for Big bazaar are middle class people who find comfort in herd and tend to
follow the crowd. (If everyone is buying here, it must be really good since so many people can¶t
be wrong. Let me also buy something). Ordinary people shy away from entering shops that look
exclusive with expensive decoration with very few people around, thinking that such shops are
very overpriced and not meant for them. Hence it is the middle class of India that favors the
sustenance of Big Bazaar.


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Male 185
Female 115

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From the table it can be clearly inferred that out of the total 300 respondents, 185 were males
and 115 were females i.e 66.67 % were males and 38.33% were females.

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2)‘ Age group-

18-20 23
21-30 156
30-50 91
>50 30

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From the table it can be inferred that maximum number of customers that visit Big Bazaar
belong to the age group of 21-30 years, in this case it is around 156 out of the total of 300,
accounting for more than 50% of the total respondents. The age group that accounts for the
second highest number of respondents is 30-50 years, which almost 30.34% in this case,
followed by 10% of the customers belonging to the age group of 50 and above and last but not
the least the age group 18-20 years accounting for 7.67%.

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3)‘ Income group-

10k 30
10-20k 53
20-30k 85
30k Above 132

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The table above shows that a little less than half the respondent customers i.e 132 in this case
have an income of more than thirty thousand, followed by customers earning a monthly income
between twenty to thirty thousand which accounts for 85 customers in this case, followed by 53
customers belonging to the income group of ten thousand to twenty thousand and lastly the
remaining 10% which has a monthly income of ten thousand.

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4)‘ Family members-

Two 45
Three 83
Four 117
Five and Above 55

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From the above table it is clear that families with four family members form 39.0% of the total
respondents, followed by families with 3 members constituting around 27.67% of the respondent
population, next come the families with five or more than five family members indicating about
18.33% of the total respondents and the remaining 15.0% are the families with two family
members.

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5)‘ Whom do you buy products for from Big Bazaar?

Myself 55
Family 230
Office 15

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The table clearly indicates that maximum number of customers buy products for their family
accounting for 76.67% in this case, about 18.33% customers buy products for themselves while
only 5.0% of the customers shop for the official purpose in Big Bazaar located at Hebbal.

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6)‘ Frequency to visit to Big Bazaar-

Once in week 93
Once in month 130
Once in two month 28
Unplanned 49

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The table indicates that around 43.33% of the total respondents visit Big Bazaar at least once in a
month, while 31.0% of the respondents visit it once in a week, followed by 16.33% who are not
very regular, the remaining 9.33% of the respondents visit Big Bazaar at Hebbal once in two
months.

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7)‘ Which section you like most?

Home and Kitchen items 25.39%

Bag and Luggage 5.96%
Toys and Game 4.67%
Electronic goods 9.07%
Leather items 4.15%
Food Bazaar 38.87%
Gift items 3.63%
Any others 8.29%

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The table indicates that 38.87% of the respondents like the Food Bazaar section of Big Bazaar,
followed by 25.39% having a liking for home and kitchen section, 9.07% of the total respondents
like the electronic section, while 5.96% of them like the bag and luggage section, the toy and
game section has preference of 4.67% of the respondents, only 3.63% of the total like gift section
while the remaining 8.29%of the respondents chose the option- Any other section.

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8)‘ What made you choose Big Bazaar for shopping?

Quality of products 19.11%

Price 36.63%
Availability of all products 38.22%
áustomer service 6.05%

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From the table it is inferred that a little less than half of the customers ( i.e 38.22% in this case)
chose Big Bazaar for shopping due to the availability of all the products under one roof, while
around 36.63% of the customers shop from Big Bazaar due to the price of the products as
compared to any where else, and 19.11% of the customers prefer shopping from Big Bazaar due
to the quality of the products that is available over here and the remaining 6.05% chose Big
Bazaar due to its customer service.

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9)‘ What influenced your purchasing in Big Bazaar?

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Friends 102
Advertisement 138
Experts 27
Spouse 15
Others 18

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It can be inferred from the table and graph that m maximum people are influenced by
advertisements, advertisements have encouraged people to buy from Big Bazaar accounting for
46% of the total in this case, which is closely followed by the word of mouth the factor of
influence being friends and relatives which accounts for about 34% in this case, 9% of the
customers said that they were influenced by experts¶ saying while 6% said that the reason for the
purchase from Big Bazaar was influenced by some other means while the remaining 5% said that
their spouses were responsible for it.

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10)‘What do you normally look for in a product?

Durability 35
Prestige 19
Style 33
Uniqueness 17
Price 120
Offers 57
Quality 140
Others 14

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The table above clearly indicates that people are more concerned about the quality of the product
rather than other attributes, in this case 32% of the total population said that they look for the
quality of the product, the second factor that comes to their mind is the price of the product
which 28% of the respondents voted for, 13% of the total respondents said that they look for the
offers available along with the product, while durability as well as style are the two attributes of
the product for which 8% of the total population respectively opted for, prestige and uniqueness
was accounted for by 4% respectively while the remaining 3% said that they look for something
else other than the options available in the questionnaire.

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11)‘What time of the day do you purchase in Big Bazaar?

   
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Morning 57
Noon 105
Anytime 87
Evening 51

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The table clearly indicates that 35% of the people like to visit Big Bazaar located at Hebbal in
the noon time probable because might be they are free at that time, 29% of the people prefer to
visit Big Bazaar in the evening time may be because they like to visit with their family, as an
outing for the family as well as purchase the items of their requirement, 19% of the total
population prefer to visit in the morning time, they find the morning time suitable as there is less
rush and most of the items are easily available to them, the remaining respondents i.e 17% said
that there is no fix time for their visit, they visit Big Bazaar at any time they feel like, time is no
bar for them, probably they are those who have ample leisure time.

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12)‘How much time do you spend in Big Bazaar per visit?

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30 minutes 34
Less than an hour 48
1-2 Hours 188
More than 2 hours 29

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The table above shows that out of the total 300 respondents 188 i.e around 63% of the total said
that they spend 1-2 hours in shopping, while 16% i.e 48 customers spend less than one hour in
shopping, while 30% of the total spend less than 30 minutes and the remaining 10% spend more
than two hours in shopping.

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13)‘ Who accompanies you for purchase?

Family 110
Spouse 51
Friends 100
Alone 32
Others 7

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The table above shows that about 110 people are accompanied by their families which forms
about 36.67% of the total, followed by 100 respondents who said that they come along with their
friends to shop in Big Bazaar forming about 33.33%, 51 respondents come along with their
spouse forming the next 17% of the total respondent population, and 32 respondents said that
nobody accompanies them for purchase, they come alone for shopping while the remaining 7
respondents opted for others as the option forming less than a percent of the total respondent
population.

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14)‘Do you feel that Big Bazaar provides you the value for money?

#" $  #"

?es 243
No 57

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The table above shows that 243 respondents forming about 81% of the total responded that Big
Bazaar provides them the value for money while the remaining 57 respondents i.e 19% of the
total disagreed that big Bazaar provides them the value for money.

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15)‘Are you aware of the offers of Big Bazaar?

#" $  #"

?es 190
No 110

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It can be inferred from the table above that out of the total 300 respondents 190 of them i.e 63%
said that they were aware of the offers of Big Bazaar, while the remaining 110 respondents
forming 37% of the total respondent population said that they were not aware of the offers of Big
Bazaar.

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16)‘ Do you wait for an offer to make a purchase?

#" $  #"

?es 147
No 153

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The table above shows that more than half of the respondents , 153 respondents in this case said
that they do not wait for an offer to make a purchase forming 51% of the total population, while
the remaining 147 respondents i.e 49% of the total wait for the offers to make purchases from
Big Bazaar.

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17)‘What type of products do you mostly purchase in Big Bazaar?

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álothes 117
Grocery 93
Food Item 121
Leather Item 31
Electronic Item 13
Gift Item 19
Any other item 11

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The table above clearly shows that 121 respondent customers mostly buy food items from Big
Bazaar accounting for 30% of the total respondents, followed by 117 customers i.e 29% of the
total mostly buy apparels from Big Bazaar, while 93 customers mostly buy grocery items from
Big Bazaar, while about 7% of the total buy leather items, 5% of the total mostly buy gift items,
while the remaining is 6% out of which 3% mostly buy electronic items while another 3% opted
for any other item which they mostly buy from Big Bazaar.

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18)‘ Big Bazaar punch line is ³ Isse accha aur sasta kahin nahin´ do you agree with this?

#" $  #"

?es 199
No 101

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The table above clearly shows that 199 respondents forming about 66% of the total agree with
the punch line of Big Bazaar while the remaining 101 customers i.e 34% donot believe and
agree with the punch line of Big Bazaar.

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19)‘ Which of the following you prefer apart from Big Bazaar?

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Reliance Fresh 86
Metro 57
Vishal Mega mart 36
More 48
Shoppers Stop 41
Others 32

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It can be clearly inferred from the table above that 86 respondents out of 300 i.e 29% of the total
prefer Reliance Fresh other than Big Bazaar, 57 customers prefer Metro to shop with apart from
Big Bazaar, 48 customers forming 16% of the total prefer More, while almost about 13% of the
total i.e 41 customers out of 300 prefer Shoppers Stop apart from Big Bazaar, the remaining 12%
and 11% prefer Vishal Mega Mart and other shops respectively.

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20)‘ What is the response of Sales Representatives towards customers in Big Bazaar?

Good 164
Best 89
Better 31
Worst 16

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The table above indicates that 55% of the total respondents feel that the behavior of sales
representatives in Big Bazaar is good, 30% feel that it is better than those in other shops, 10%
feel that it¶s the best among all while the remaining 5% feel that the behavior of the sales
representatives is the worst in Big Bazaar might be because they had a very bad experience.

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21)‘ Rate you satisfaction level for the services offered by Big Bazaar?

# 6E   , Ê   " 

1
Price 43 152 84 21 0
Quality 35 139 75 51 0
Variety 49 96 52 84 19
Branded Products 30 91 55 65 59
Location 54 157 66 13 10
Store Layout 44 152 86 18 0
Exchange facility 33 151 68 38 10
Staff Knowledge 22 135 97 36 10
Employee Behavior 25 157 69 35 14
Billing Facility 0 10 29 174 82




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+ The table indicates that customers are satisfied with the location of Big Bazaar but
are dissatisfied with the billing facility. The customers are also satisfied with the quality, price,
behaviour of employees and the store layout.

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22)‘Rank the various sections of Big Bazaar (1st is the most and 5th is the least preferred)

Section 1 2 3 4 5
Home & Kitchen Items 120 101 48 19 12
Bags and Luggage 57 115 81 35 12
Toys and Games 22 96 97 67 18
Mobiles and áameras 12 62 70 110 46
Electronic Goods 12 67 84 89 48

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From the above table it can be inferred that among all the mentioned sections the home and the
kitchen section is the most preferred and the least preferred is the electronics section.

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23) Rate your satisfaction level

Highly satisfied 15
Satisfied 247
Neutral 33
Dissatisfied 5
Highly Dissatisfied 1




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The table shows that 82% of the total respondents are satisfied, 5% of the total are highly
satisfied, 11% are neither satisfied nor dissatisfied, 2% are quite dissatisfied while only one of
the customer was found to be highly dissatisfied.

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o‘
      

 
  &( Showing the ranks given to various services by Big Bazaar according to satisfaction of

customers (1st is the highly satisfied and 5th is highly dissatisfied).

  &(F@ Showing the distribution of sample surveyed for ³PRIáE´ through weighted
average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 43 215
2 4 152 608
3 3 84 252
4 2 21 42
5 1 0 0
300 1117

Weighted Average = Sample Weight/ Frequency

= 1117/300

= 3.72

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  &(F@ Showing the distribution of sample surveyed for ³QUALIT?´ through weighted
average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 35 175
2 4 139 556
3 3 75 225
4 2 51 102
5 1 0 0
300 1058

Weighted Average = Sample Weight/ Frequency

= 1058/300

= 3.53

  &(F@ Showing the distribution of sample surveyed for ³VARIET?´ through weighted
average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 49 245
2 4 96 384
3 3 52 156
4 2 84 168
5 1 19 19
300 972

Weighted Average = Sample Weight/ Frequency

= 972/300

= 3.24

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  &(F@ Showing the distribution of sample surveyed for ³BRANDED PRODUáT´
through weighted average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 30 150
2 4 91 364
3 3 55 165
4 2 65 130
5 1 59 59
300 868

Weighted Average = Sample Weight/ Frequency

= 868/300

= 2.89

  &(F@ Showing the distribution of sample surveyed for ³LOáATION´ through weighted
average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 54 270
2 4 157 628
3 3 66 198
4 2 13 26
5 1 10 10
300 1132

Weighted Average = Sample Weight/ Frequency

= 1132/300

= 3.77

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  &(F@ Showing the distribution of sample surveyed for ³STORE LA?OUT´ through
weighted average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 44 220
2 4 152 608
3 3 86 258
4 2 18 36
5 1 0 0
300 1122

Weighted Average = Sample Weight/ Frequency

= 1122/300

= 3.74

  &(F @ Showing the distribution of sample surveyed for ³EXáHANGE FAáILIT?´
through weighted average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 33 165
2 4 151 604
3 3 68 204
4 2 38 76
5 1 10 10
300 1059

Weighted Average = Sample Weight/ Frequency

= 1059/300

= 3.53

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  &(F@ Showing the distribution of sample surveyed for ³STAFF KNOWLEDGE´ through
weighted average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 22 110
2 4 135 540
3 3 97 291
4 2 36 72
5 1 10 10
300 1023

Weighted Average = Sample Weight/ Frequency

= 1023/300

= 3.41

  &(F@ Showing the distribution of sample surveyed for ³EMPLO?EE BEHAVIOR´
through weighted average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 25 125
2 4 157 628
3 3 69 207
4 2 35 70
5 1 14 14
300 1044

Weighted Average = Sample Weight/ Frequency

= 1044/300

= 3.48

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  &(F@ Showing the distribution of sample surveyed for ³BILLING FAáILIT?´ through
weighted average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 0 0
2 4 10 40
3 3 29 87
4 2 174 348
5 1 82 82
300 557

Weighted Average = Sample Weight/ Frequency

= 557/300

= 1.86

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+6##6Ê+ From Table 24 (a) to 24 (j) it can be inferred that satisfaction level for
the various services offered by Big Bazaar can be arranged in following sequence

1. Location

2. Store Layout

3. Price

4. Quality and Exchange Facility

5. Employee Behavior

6. Staff Knowledge

7. Variety

8. Branded Product

9. Billing Facility

Hence from the above it is clear that people are highly satisfied with the location of the outlet
but highly dissatisfied with the billing facility at Big Bazaar, Hebbal.

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  &4 Showing the ranks given to various sections of Big Bazaar according to

Preference of customers (1st is the most preferred and 5th is the least )

Preferred.

  &4 F@ Showing the distribution of sample surveyed for ³HOME AND KITáHEN ITEM´
section through weighted average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 120 600
2 4 101 404
3 3 48 144
4 2 19 38
5 1 12 12
300 1198

Weighted Average = Sample Weight/ Frequency

= 1198/300

= 3.99

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  &4 F@ Showing the distribution of sample surveyed for ³BAGS AND LUGGAGE´
section through weighted average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 57 285
2 4 115 460
3 3 81 243
4 2 35 70
5 1 12 12
300 1070

Weighted Average = Sample Weight/ Frequency

= 1070/300

= 3.57

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  &4 F@ Showing the distribution of sample surveyed for ³TO?S AND GAMES´ section
through weighted average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 22 110
2 4 96 384
3 3 97 291
4 2 67 134
5 1 18 18
300 937

Weighted Average = Sample Weight/ Frequency

= 937/300

= 3.12

  &4 F@ Showing the distribution of sample surveyed for ³MOBILES AND áAMERAS´
section through weighted average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 12 60
2 4 62 248
3 3 70 210
4 2 110 220
5 1 46 46
300 784
Weighted Average = Sample Weight/ Frequency

= 784/300

= 2.61

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  &4F@ Showing the distribution of sample surveyed for ³ELEáTRONIá GOODS´ section
through weighted average method.

#Ê0 96+,< =#6G6
ÊJ76 96+,<

1 5 12 60
2 4 67 268
3 3 84 252
4 2 89 178
5 1 48 48
300 806

Weighted Average = Sample Weight/ Frequency

= 806/300

= 2.69

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+6##6Ê+ From Table 22 (a) to 22 (e) it can be inferred that the likeness for the
various sections is in the following order:

1. Home and Kitchen Item

2. Bags and Luggage

3. Toys and Games

4. Electronic Goods

5. Mobiles and áameras

Hence from the above it is clear that people like the ³Home and Kitchen´ section the most.

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1.‘ 66.67% of the respondents were males and the remaining 33.33% were females.
2.‘ áustomers of the age group 21-30 years visit Big Bazaar more frequently than
customers of other age groups.
3.‘ People having a monthly income of more than `30000 mostly visit Big Bazaar than
4.‘ Highest family respondent size is 4 members in a family and the minimum is 2.
5.‘ Mostly customers buy products for family, rather than for self and office purpose.
6.‘ Most of the people visit Big Bazaar once in a month.
7.‘ Most of the people prefer to shop from Big Bazaar, due to the availability of all the
products.
8.‘ Most of customers at Big Bazaar, Hebbal like the Food Bazaar section, closely followed
by the liking for Home and Kitchen item section, but the gift item section is not liked by
them.
9.‘ Most of the customers responded that advertisements are the main source of influence for
their purchase at Big Bazaar.
10.‘Quality is the first thing that customers look for in a product closely followed by the price
as the second most important attribute that they give importance to.
11.‘About 35% of the customers prefer to visit Big bazaar in the noon time.
12.‘ About 63% of the customers said that spend 1-2 hours in shopping at Big Bazaar.
13.‘It has been found that mostly customers are accompanied by their families or friends at
the time of visit to Big Bazaar.
14.‘81% of the customers feel that Big Bazaar provides them the value for money.
15.‘Almost more than half of the respondent customers (i.e 63%) said that they are aware of
the offers of Big Bazaar.
16.‘Just a percent more than half i.e 51% of the total customers said that they do not wait for
the offers to make a purchase, the remaining were interested in offers.
17.‘There are four regular offers running in every Big Bazaar, but customers at Big Bazaar,
Hebbal like the Wednesday Bazaar as compared to all other offers.

Î^
18.‘áustomers at Big Bazaar, Hebbal mostly purchase food items and apparels as compared
to other items.
19.‘Out of the total 300 respondents, 66% customers agree with the punch-line of Big Bazaar.
20.‘When asked which other shops other than Big Bazaar do the customers prefer, most of
them said that they go for Reliance Fresh.
21.‘When asked about the response of sales representatives towards them, most of the
customers were found to be satisfied with their behavior, they said that it was good
towards them.
22.‘The customers are satisfied with Big Bazaar, due to itslocation probably the nearness to
their house, they were equally satisfied with the quality and the price of the products but
on the other hand, the billing facility is one such factor that discourages them from being
satisfied.
23.‘The Home and kitchen section is the most preferred section by all the customers and the
mobile and cameras section is the least preferred one.
24.‘82% of the total respondent customers were satisfied with Big Bazaar, 5% were highly
satisfied while 2% was found to be dissatisfied with the outlet of Big Bazaar, at Hebbal.

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In the end we conclude from the analysis that though the overall satisfaction level as mentioned
by the customers was satisfactory at Big Bazaar, Hebbal but the only thing that discouraged them
from purchasing was the billing facility. The customers also complained that the offers and
schemes were not updated at the cash counters. The customers also had less confidence in the
quality of products. Many of the customers said that they preferred South-Indian spices and
condiments but it was not available at the outlet of Big Bazaar, Hebbal. Therefore, the managers
should take some strict and constructive measures to ensure that all such updations are done
appropriately time to time.

Lastly, the higher income group were less satisfied with the store which signals the store
management to target higher income groups with some appropriate strategies. Promotional
strategies carried out by the store is a good way to attract customers and therefore can increase
the footfalls if appropriate measures are taken regarding the billing facilities and the quality of
the products in certain sections.

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1. It is recommended that Big Bazaar must develop effective áRM tool to survive in the market
and to attract more and more customer.

2. Big Bazaar must perform demonstration new products to make customers aware and create
trust among them.

3. General merchandise has number of departments so staff number should be increased to serve
customer during weekend and big days.

4. Often many of the product are not sold because of low visibility, high price so, the product
should be properly displayed and discount should be given to attract the customer to purchase the
product. For example many products present in stationary department are placed at the corner
which is not purchased by customer due to high price.

5. Proper signage should be there so that customer can locate the products easily.

6. To increase more footfalls more promotional activities must be carried out either offer more
discount or increase advertisement.

9. Promotion of big bazaar should be made in society by conducting free distribution of sample
and other activity.

10. Private level branded should be durable and give value to the customer money.

11. Allowing more space between the entrance of store and product allow customer to spend
more time and buy more.

12. Exhibit their new line of footwear, luggage, utensils through events like fashion show.

13. Make some arrangement for any new scheme or offer such as queue system management so
crowd can be controlled during big days.

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14. Waiting time should be short enough.

15. During the off peak hour¶s big bazaar should provide some offers to its customers so that
people would be encouraged to come to big bazaar during off peak hours. The customers who
are present in the mall during the off peak hours of big bazaar will definitely go in to big bazaar
if surprise offers are made at that time.

16. áustomer care department is needed to take proper care of customer complaints and queries.
For example: - warranty on certain product like non- stick cookware, shoes.

17.   

 
 

 


 


 

 

  




 

  
 

18. Big Bazaar should provide large parking space for its customers so that they can easily park
their vehicles.

19. It should make different cash counters for different customers. áash counter and credit card
payment counter should be placed differently in order to reduce the rush and save the customer¶s
time. This will be a kind of motivator for the customers of Big Bazaar.

20. The service of the sales person is needed to be improved. Personal care should be taken by
the sales person for the customers so that the customers feel good.

21. During the off peak hour¶s Big Bazaar should provide some offers to its customers so that
people would be encouraged to come to Big Bazaar during off peak hours. The customers who
are present in the mall during the off peak hours of Big Bazaar will definitely go in to Big Bazaar
if surprise offers are made at that time.

22. 

  
   
 


 
 

 

 
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23The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to
Big Bazaar during those days.

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áertain limitation do creep in research study due to constraints of the time, money human efforts,

the present study is also not free from certain limitation, which were unavoidable. Although all

efforts were taken to make the result of the work as accurate as possible as surveybut the survey

have following

1. Some customer was not willing to giving proper response.

2. Due to very large size of the population, only a selected sample of customer could be

contacted.

3. Some of respondents were not co-operative they didn¶t provide some of the details.

4. Language barrier was also one of the main reasons.

5. As per company rule many information was not disclose as the manager were busy in their

daily schedule. It was not possible for us to spend more time in interaction with them.

6. Personal biases might have come while answer the question.

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c ‘ Deloitte: Unprecedented changes in consumer behavior lie ahead, February, 04th 2011.
2.‘ áygnus Business áonsulting & Research, µIndustry Insight: Indian Retail Industry¶.
3.‘ RNáOS Industry Research Solutions, India Retail Sector Analysis (2006-2007), Apr.
2007.
4.‘ Hrabe M. ³áustomer áentricity: Adapting to the new consumer, April 6th 2010.
4$‘ DeSouza, Peter R, Sanjay Kumar, and Sandeep Shastri (2009). ³Indian ?outh in a
Transforming World: Attitudes and Perceptions. Study commissioned by Konrad
Adenauer Stiftung.
5$‘ á.R.Kothari µResearch Methodology Methods and techniques¶, Revised 2nd Edition, New
Age International Publishers, 2004
*$‘ Philip Kotler and Kevin Lane Keller, µMarketing Management¶, Dorling Kinersley(India)
Pvt Ltd, 2007.
8.‘ http://www.managementparadise.com/forum/index1.php/t-42178.html
9.‘ http://www.managementparadise.com/forums/archive/index.php/t-25624.html
10.‘http://www.scribd.com/doc/5994975/consumer-behaviour-on-impulse-buying?
autodown=pdf
11.‘http://www.scribd.com/doc/4905033/A-project-on-Store-Operation-of-Big-Bazaar?
autodown=pdf

Websites:
1.www.bigbazaar.com

2.www.pantaloon.com

3.www.workforce.com

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STIONNAIR

A ST ON B ING B
AVIOR IN BIG BAZAAR AT 
BBAL
BANGALOR


Gender  
 

Age -

 

     

our income group-

   

  


1. No. of Family Members

 


. Whom do you buy products for from big bazaar?

  

3. What is the frequency of your visit to Big Bazaar?

      
    

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4. What made you choose big bazaar for shopping?

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5. Which section you like most?

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6. What influenced your purchasing in Big Bazaar?

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7. What do you normally look for in a product?

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. What time of day do you prefer to purchase in Big Bazaar?

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. ow much time do you spend in Big Bazaar per visit?

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10. Who accompanies you for the purchase? 

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11. o you feel that bag bazaar provide you value for money?

6 5

1. Are you aware of the offers from Big Bazaar?

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13.o you wait for the offer to make purchases?

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14. What type of products do you mostly purchase in Big Bazaar?

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8ë Which of the following you prefer other than Big Bazaar?

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