Big Bazaar

A STUDY ON CONSUMER BEHAVIOR AT BIG BAAZAR
A REPORT SUBMITTED IN Partial fulfillment of the requirement for the PGDM course of All India Management Association BY Debashish Roy
External Guide
Mr kiran S Assitant store manager Big bazaar, bansankari
Acharya Institute of Management & sciences, Bangalore
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ACKNOWLEDGEMENT
It gives us great pleasure to thank and acknowledge all the concerned people who helped us to finish this report on consumer Behavior. I extend our sincere gratitude to Prof. Ambily Sreekumar our Internal guide for her valuable guidance in steering the course of the study and in the preparation of this report. I express our gratitude to company guide Mr. Kiran. S (Assistance Store Manager, Big Bazaar), under whose valuable guidance and co-operation, I conducted my studies. I am also grateful to other Staff of Big Bazaar family center, Bansankari for their support and encouragement. We also convey our thanks to all staff of Acharya Institute of Management & Science for their support and help to make this report successfully.
Place: Bangalore Date: Ajay Kumar Gupta
DECLARATION
Acharya Institute of Management & sciences, Bangalore Page
This is to declare that the project report titled Study on consumer Behavior submitted in partial fulfillment of the requirement for the award of post graduate Diploma in management, is an original work carried out under the guidance of Prof. Ambily Sreekumar and this project report has not been previously submitted to any other university or institution for the award of any degree.
Place: Bangalore Date: 9-8-2010 Ajay Kumar Gupta
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CONTENTS
TABLE OF
Sl. No. 1
Particulars Introduction
1.1 1.2 1.3 1.4 1.5 1.6 Industry profile Company profile Big bazaar promise Vision, mission & core values Board of director SWOT Analysis
Page no.
6 7 9 13 15 16 18 20 21 22 25 28 33 34 35 37 37 41 43 49 51
Introduction to marketing
2.1 2.2 2.3 2.4 Definition Marketing strategy Marketing Mix Retailing
Introduction to consumer
3.1 3.2 3.3 3.4 Definition Types of consumer Model of consumer decision making Consumer satisfaction
4 5 6 7
Research 0bjective Research methodology Limitations Analy
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sis
Graphical representation of data
8 9 10
Conclusion & recommendation Bibliography Appendices

Questionnaire
71 75 77
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INTRODUCTION
There is no use of PGDM unless and until the classroom knowledge is applied in real business world in order to gain success. Practical knowledge always has got a weight age over theoretical knowledge. Such study provides opportunity to bridge the gap between the theory and practical. Here the student intern gets an exposure to the real corporate world as a prelude to his corporate life. After having learn the basics in the first two semesters Study on consumer behavior gives an opportunity to apply them which helps the student to improve his self image and confidence and ultimately to understand the concepts better. This project added to my learning in many ways. This study on consumer behavior helped me to pick up and understand the marketing strategy better. This project work enabled to know the strength and weakness of Big Bazaar with respect to their customer response. The project work throws light on the strength and weakness of the companys consumer relations as compared to the competitors , and also intends to give necessary information to the company to understand where they are having a good feed back and where they are lagging behind. Here more importance is given to learning the factors that affect the consumer behavior.
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INDUSTRY PROFILE
Retailing includes all the activities involved in selling goods or services to the final consumers for personal, non-business use. -Philip Kotler The organized retail sector in India has a very low contribution to the entire retail sector in the country. Hence there is ample scope for the new players to achieve success. Large young working population with average age of 24 years, nuclear families in urban areas, along with increasing working women population and emerging opportunities in the services sector are going to be the key growth drivers An organization selling directly to final consumerwhether a manufacturer, wholesaler or retailer is doing retailing. It does not matter how the goods or services are sold (by person, mail, telephone, vending machine or internet) or where they are sold( in store, on the street, or in consumers home). Retail is Indias largest industry, accounting for 10% of countrys GDP and around 8 percent of employment. Modern retail has entered India as seen in shopping centers, multi storied malls and huge complexes offer shopping, entertainment and food all under one roof. India has seen the concept of hypermarket coming of age. Players like Wall-mart, metro have established hypermarkets in many countries. In India hypermarket concept is in nascent stage, retailers like Pantaloons, Tata, RPG have started hypermarket operations and they are having plans to expand aggressively to all the regions of India. Among all the global retail markets Indian retail market is the most expanding. This is owing to the absence in restriction at the entry level. So, large foreign companies can enter in the green retail fields of India.
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KEY PLAYERS IN THE INDUSTRY
BIG BAZAAR BHARTI RETAIL RELIANCE RETAIL STAR BAZAAR MORE MEGA MART FOOD WORLD SAFAL
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COMPANY PROFILE
FUTURE GROUP Future Group is one of Indias leading business group with multiple businesses spanning across the consumption space. Led by its founder and Group CEO Mr. Kishore Biyani Future Group operates through different verticals: consumer finance, capital, insurance, leisure and entertainment, brand development, retail, real estate development, retail media and logistics. Apart from Pantaloon retail, the groups presence in the retail space is complimented by group companies, Indus league clothing, which owns leading apparel brand like Indigo Nation and Urban Yoga, and Galaxy Entertainment ltd that operates Bowling Co, Sports Bar, F123 and Brew Bar .
PANTALOONS RETAIL (INDIA) Pantaloon Retail India Limited is Indias leading retail company with presence across multiple lines of business. Led by Pantaloon Retail, the group operates over 12 million square feet of retail space in 71 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 owns and manages multiple retail formats that cater to a wide across section of the Indian society and is able to capture almost the entire consumption basket of the Indian consumer. In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, 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.
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Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines the look and feel of Indian bazaars, with aspects of modern retail, like choice, convenience and hygiene. This was followed by Food Bazaar, food and grocery chain and launch central, a first of its kind seamless mall located in the heart of major Indian cities.
BIG BAZAAR
Big bazaar is the companys foray into the world of hypermarket discount stores, the first of its kind in India. Price and the wide array of products are the USPs in Big Bazaar. Close to two lack products are available under one roof at prices lower by 0 to 60 per cent over the corresponding market prices. The high quality of service, good ambience, implicit guarantees and continuous discount offers have helped in changing the face of the Indian retailing industry. A leading foreign broking house compared the rush at Big Bazaar to that of a local suburban train. Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon Group and which work on Wal-Mart type economies of scale. They have had considerable success in many Indian cities and small towns. Big Bazaar provides quality items but at an affordable price. It is a very innovative idea and this hypermarket has almost anything under one roof.Apparel, Footwear, Toys, Household Appliances and more. The ambience and customer care adds on to the shopping experience. Is Se Sasta Aur Accha Kahin Nahin !
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Home
TLE OF CONTENT S Sl.
No.Particula rsPage no.1Introduc tion6
1.1Industry profile71.2Com pany profile 91.3Big bazaar promise131.4Vi sion, mission & core values151.5Boa rd of director 161.6SWOT Analysis
Beauty & Wellnes s Fashion
Food
GM 182Introduct
Line of busines s
Leisure & Entertainm ent
ion to marketing20
2.1Definition 212.2Marketing strategy 222.3Marketing Mix252.4Retaili ng283Introdu
ction to consumer33
3.1Definition34 3.2Types of consumer353.3 Model of consumer decision making373.4Co nsumer satisfaction374
Books & Stationar y
Electron ics
Research 0bjective415 Page 11 Research methodolog y436Limitati
ons497Analy sis51Graphical
representation of data8Conclus
ion & recommend ation719Bibl iography751 0Appendice s77Questionnai

re
ome
What's in store for you at Big Bazaar? At Big Bazaar, you will get: A wide range of products at 0 60 % lower than the corresponding market price, coupled with an international shopping experience. Products available in Big Bazaar GROUND FLOOR Plastics, crockery, utensil, cosmetics, health care, body care, skin care, personal care, home care, food items, oil & ghee, staple food, fruits & vegetable. FIRST FLOOR Materials Suiting & Shirting, Textiles, Saris, mens accessories, Baby Accessories, games (toys), footwear SECOND FLOOR Home decor, lights, furniture, sanitary, Electronics, Luggage, stationary, linen, electrical accessories THIRD FLOOR Fun world, Food court, Star & Sitara saloon
FOOD BAZAAR
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Food Bazaars core concept is to create a blend of a typical Indian Bazaar and International supermarket atmosphere with the objective of giving the customer all the advantages of Quality, Range and Price associated with large format stores and also the comfort to See, Touch and Feel the products. The company has an aggressive private label with its own brands of salt, spices, pulses, jams, ketchups, snacks, home care products, personal care product etc. With unbeatable prices and vast variety (there are 42 varieties of rice on sale), Food Bazaar has proved to be a hit with customers all over the country. FOOD BAZAAR' a division of Pantaloon Retail India Ltd is a chain of large supermarkets with a difference. Food Bazaar represents the companys entry into food retail and is targeted across all classes of population. Food Bazaar replicates a local mandi, to provide the much important touch & feel factor which Indian housewives are used to in the local bazaar. Food Bazaar has over 50,000 stock keeping units which cover grocery, FMCG products, milk products, juices, tea, sugar, pulses, rice wheat etc, besides fruits and vegetables. All products are sold below MRP and discounts range between 2% to 20%. Fruits and vegetables are sold at prices comparable to wholesale prices
1.3. THE BIG BAZAAR PROMISES:

1. MANUFACTURERS WARRANTIES ON ALL PRODUCTS: Big Bazaar promises to sell only the original products from the authorized dealers; so that all applicable products carry the original manufacturers warranty. To service any product purchased at Big Bazaar, customer can visit the authorized service centre of the manufacturer. The invoice accompanying the product is the warranty document. 2. GUARANTEED DELIVERY: Big Bazaar guarantees to deliver the exact product that has selected, without defects. In case of receiving a different product, or if the product is damaged in transit, the customer should contact it within the stipulated time period and Big Bazaar will ensure that it is replaced or refunded. 3. SECURE PAYMENT: It commits to ensure that no payment misuse happens, so we work with banks and payment gateways to ensure that your information is protected. Payments are protected both by it and by the policies of customers bank, and the chances of fraud in these channels are actually
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very low. Big Bazaar openly publishes its office addresses and is part of Indias largest retail company with a presence all over India so you know how to contact us in person, if required. 4. OUR SIMPLE 7-DAYS RETURN POLICY: If customer has purchased something at Future Bazaar and the product did not meet its expectations or does not fit to his needs, then it can return the product to us; no questions asked, as long as it is in its original packaging and accompanied by its invoice. We will even make the return process simple for you just contact our customer support and well arrange to pick up the product from your home. Alternately, you can drop it off at the nearest Big Bazaar. 5. PROMPT CUSTOMER SUPPORT: Our customer support is manned by dedicated call centre personnel, who can take decisions and resolve your problems. They are eager to solve your problems and are aware of the processes and means to handle them. In case they cannot solve the problem at their end, they will trigger the required action on your behalf or advise you the best possible method to a successful fulfillment of all your queries/issues. Be assured that when you call us, your call is being taken seriously.
BIG BAZAAR PROMISES...
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GROUP VISION:
Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner.
GROUP MISSION:
We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments for classes and for masses. We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.
CORE VALUES:
Indianans: confidence in ourselves. Leadership: to be a leader, both in thought and business. Respect & Humility: to respect every individual and be humble. Introspection: leading to purposeful thinking. Openness: to be open and receptive to new ideas, knowledge and information. Valuing and Nurturing Relationships: to build long term relationships. Simplicity & Positivity: Simplicity and positivity in our thought, business and action.
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Adaptability: to be flexible and adaptable, to meet challenges. Flow: to respect and understand the universal laws of nature.
1.5. BOARD OF DIRECTORS

Mr. Kishore Biyani, Managing Director Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group.
Mr. Gopikishan Biyani, Whole time Director Gopikishan Biyani is a commerce graduate and has more than twenty years of experience in the textile business.
Mr. Rakesh Biyani, Whole time Director Rakesh Biyani is a commerce graduate and has been actively involved in category management; retail stores operations, IT and exports. He has been instrumental in the implementation of the various new retail formats.
Mr. Vijay Biyani, Whole time Director Vijay Biyani has more than twenty years of experience in manufacturing, textiles and retail industry and has been actively involved in the financial, audit and corporate governance related issues within the company.
Mr. Vijay Kumar Chopra, Independent Director V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI) by profession and is a Certified Associate of Indian Institute of Bankers (CAIIB). His banking
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career spans over 31 years and he has served senior management positions in Central Bank of India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SEBI.
Mr. Shailesh Haribhakti, Independent Director Shri Shailesh Haribhakti is a Chartered Accountant, Cost Accountant, and a Certified Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and past president of Indian merchant Chambers. He is on the Board of several Public Limited Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999.
Mr. S Doreswamy, Independent Director S. Doreswamy is a former Chairman and Managing Director of Central Bank of India and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.
Dr. D O Koshy, Independent Director D. O. Koshy holds a doctorate from IIT, Delhi and is the Director of National Institute of Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and garment industry and was instrumental in the setting up of NIFT centres in Delhi, Chennai and Bangalore. He is a renowned consultant specializing in international marketing and apparel retail management. Ms. Bala Deshpande, Independent Director Bala Deshpande is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League Clothing Ltd, among others.
Mr. Anil Harish, Independent Director

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Anil Harish is the partner of DM Harish & Co. Associates & Solicitors and an LLM from University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd Bank and Hinduja TMT, among others.
1.6. SWOT Analysis
STRENGTHS
Thorough understanding of the needs of Indian consumers.

Vast range of products under one roof.
Benefit of being pioneer in the Indian retail industry.

Superior quality goods are available at reasonable prices.
Fast growing Indian middle class with reasonably good purchasing power.
It has a good brand name.
WEAKNESSES High cost of operation due to large fixed costs. Very thin margin of profit High attrition rate of employees. Stiff competition from traditional (unorganized sector)
OPPORTUNITIES Potential rural markets.

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Can enter into production of various products due to its in depth understanding of customers taste and preferences Scope of expansion in smaller cities as there is a lot of opportunities. There remains a large future scope for the retail industry in India, as incomes rise and consumption increases The opportunity for widening the business all over India because Big Bazaar opens new stores in untapped markets, such as smaller or second tier cities such as Sangre, Belgaum and Mysore.
THREATS Government Policies encouraging the unorganized sector will affect adversely the big players. High taxes in India suppress consumption Smaller specialty shops and informal shops are sometimes able to avoid taxes, offering lower total prices to customers.
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2. INTRODUCTION TO MARKETING
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THE MARKET The concept of market is very important in marketing. P.Kotler defines a market as an area for potential exchanges. Thus a market is a group of buyers and sellers interested in negotiating the terms of purchase or sale of goods or services.
MARKETING: Marketing consists of a set of principles for choosing target markets, identifying consumer needs developing wants, satisfying products and services and delivering value to customers and profit to the company. Thus marketing comprises an integrated system of business activities in order to plan, price, promote, and distribute goods and services to meet consumer needs within the limit of society. Definition of marketing: P.Kotler defines marketing as a set of human activities directed at facilitating and consummating exchanges. The essence of marketing is exchange of products and the transaction is to satisfy human needs and wants.
Importance of marketing:
Marketing is recognized as the most significant activity in our society. Our life styles are continuously affected by a wide range of marketing activities. Marketing alone can put goods and services we want and need at our doorsteps. Marketing is a vital connecting link between producers and consumers. Marketing is directly responsible to maintain the equilibrium between mass production and mass consumption.
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2.1. MARKETING STRATEGY

PROCESS FOLLOWED Segmentation, targeting and positioning together comprise a three stage process. a. Determine which kinds of customers exist, b. Select which ones we are best off trying to serve, c. Implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.
1. SEGMENTATION: Segmentation involves finding out what kinds of consumers with different needs exist. In the auto market, for example, some consumers demand speed and performance, while others are much more concerned about roominess and safety. In general, it holds true that You cant be all things to all people, and experience has demonstrated that firms that specialize in meeting the needs of one group of consumers over another tend to be more profitable. Several different kinds of variables can be used for segmentation:1. Demographic variables essentially refer to personal statistics such as income, gender, education, location (rural vs. urban, East vs. West), ethnicity, and family size. Campbells soup, for instance, has found that Western U.S. consumers on the average prefer spicier soupsthus, you get a different product in the same cans at the East and West coasts. 2. Another basis for segmentation is behavior. Some consumers are brand loyali.e. they tend to stick with their preferred brands even when a competing one is on sale.
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3. One can also segment on benefits sought, essentially bypassing demographic explanatory variables. Some consumers, for example, like scented soap (a segment likely to be attracted to brands such as Irish Spring), while others prefer the clean feeling of unscented soap (the Ivory segment). Some consumers use toothpaste primarily to promote oral health, while another segment is more interested in breathe freshening.
2. TARGETING: In the next step, we decide to target one or more segments. Our choice should generally depend on several factors:First: How well are existing segments served by other manufacturers? It will be more difficult to appeal to a segment that is already well served than to one whose needs are not currently being served well. Secondly: How large is the segment, and how can we expect it to grow? Thirdly: Do we have strengths as a company that will help us appeal particularly to one group of consumers? 1. Big Bazaar targets higher & middle class customers. 2. Big Bazaar specifically targets working women and home makers who are the primary decisions maker. It is part of Big Bazaars new Guerrilla Marketing Strategy.
3. POSITIONING:
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Positioning involves implementing our targeting. Big bazaar is positioning to its targeting customer, middle class by giving discount offers, working women by monthly saving bazaar and home makers by providing a wide range of food, non food, fruits and vegetable.
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2.2. MARKETING MIX

Main Aspects of Marketing Mix: The easiest way to understand the main aspects of marketing is through its more famous synonym of "4Ps of Marketing". The classification of four Ps of marketing includes marketing strategies of product, price, placement and promotion. The following diagram is helpful in determining the main ingredients of the four Ps in a marketing mix.
PRODUCT: In simpler terms, product includes all features and combination of goods and related services that a company offers to its customers. Product is the most important aspect of marketing mix for manufacturers because products are the market expression of the company's productive capabilities and determine its ability to link with consumers. So product policy and strategy are of prime importance to an
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enterprise, and product decisions dictate the scope and direction of company activity. Moreover, the market indicators such as profits, sales, image, market share, reputation and stature are also dependent on them. PRICING: Pricing is basically setting a specific price for a product or service offered. In a simplistic to the concept of price as the amount of money that customers have to pay to obtain the product. Setting a price is not something simple. Normally it has been taken as a general law that a low price will attract more customers. It is not a valid argument as customers do not respond to price alone; they respond to value so a lower price does not necessarily mean expanded sales if the product is not fulfilling the expectation of the customers Generally pricing strategy under marketing mix analysis is divided into two parts: price determination and price administration. Price determination is referred to as the processes and activities employed to arrive at a price for a product including consideration of relative prices of products within the same line, and differences in price for similar products of differing grades and qualities. Price administration is referred to as the activities involved in fitting basic prices to particular sales situations such as geographic locale, functions performed by customers, position of distribution channel members or special sales situations.
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PLACEMENT: Placement under marketing mix involves all company activities that make the product available to the targeted customer while planning placement strategy under marketing mix analysis, companies consider six different channel decisions including choosing between direct access to customers or involving middlemen, choosing single or multiple channels of distributions, the length of the distribution channel, the types of intermediaries, the numbers of distributors, and which intermediary to use based on the quality and reputation . PROMOTION: Promotional strategies include all means through which a company communicates the benefits and values of its products and persuades targeted customers to buy them. The best way to understand promotion is through the concept of the marketing communication process. Promotion is the company strategy to cater for the marketing communication process that requires interaction between two or more people or groups, encompassing senders, messages, media and receivers
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Limitation of Marketing Mix Analysis (4Ps of Marketing) Despite the fact that marketing mix analysis is used as a synonym for the 4Ps of Marketing, it is criticized on the point that it caters seller's view of market analysis not customers view. To tackle this criticism, attempted to match 4 Ps of marketing with 4 Cs of marketing to address consumer views: Product Price Placement Promotion : : : : Customer Solution Customer Cost Convenience Communication
2.3. RETAILING:
Retailing includes all the activities involved in selling goods or services to the final consumers for personal, non-business use. -Philip Kotler RETAIL STORE: this is a place where all the things are available under a one roof in a organized manner according to consumer needs.
Merchandise assortment The company was looking for a solution that would bring all of its businesses and processes together. After a comprehensive evaluation of different options and software companies, the management at Pantaloon decided to go in for SAP. Some of the qualities of SAP retail solutions are that it supports product development, which includes ideation, trend analysis, and collaboration with partners in the supply chain; sourcing and procurement, which involves working with manufacturers to fulfill orders according to strategic merchandising plans and optimize cost, quality, and speedvariables
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that must be weighted differently as business needs, buying plans, and market demand patterns change; managing the supply chain, which involves handling the logistics of moving finished goods from the source into stores and overseeing global trade and procurement requirements; selling goods across a variety of channels to customers, which requires marketing and brand management; managing mark-downs and capturing customer reactions, analyzing data, and using it to optimize the next phase of the design process. 2. Visual merchandising Visual merchandising supports:a. sales b. retail strategies c. communicates with customers d. communicates image e. supports retailing trends.
Visual merchandising includes:A. Interior merchandising It includes danglers, signage, standees, distribution of pamphlets, which gives details about the offers. Display, point of purchase, fixture, equipment and furnishing of store layout Products packaging and label B. Exterior merchandising Advertisement on popular entertainment channels like Star Plus, Sony, Set Max, and Star One.
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Road shows carried out by the Big Bazaar staff with announcements about the offer to make people aware. Newspaper ads in almost all the local dailies like The Times of India, on different days during the period of the offer.
RETAIL PROMOTION MIX

ADVERTISING: Advertising is recognized as an indispensable tool of promotion. It has acquired a lot of significance in the national and international markets. With the advent of globalization and liberalization its imperativeness in the Indian retail sector has increased as a result of competition, latest technologies, and the rapidly changing consumer lifestyles.
A. Objectives of Advertising: Fundamental objective: To sell something a product, service or an idea. Major Objectives: 1. To promote a new product. 2. To warn the public against imitation of the retailers product. 3. To manage competition in the market. B. Benefits of Advertisements: 1. Advertisement helps in creating awareness among the customer about the existence, price, and availability of product. 2. Increases the utility of existing products. 3. It educates customer about new product and their diverse uses.
C. Types of advertising:
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Informative Advertising: Purchases of durable products are generally erratic and often too expensive to buy, so the retailer spends a huge amount on informative advertising. Classified Advertising: It refers to messages, which are placed under specific headings and columns in various magazines and newspapers. 2. PROMOTION: Promotion can be loosely classified as "above the line" and "below the line" promotion. The promotional activities carried out through mass media like television, radio, newspaper etc. is above the line promotion. The terms below-the-line-promotion refers to forms of non-media communication, even non-media advertising. Some of the examples of BTL promotions are by exhibitions, sponsorship activities, public relations and sales promotions like giving free gifts with goods, trade discounts given to dealers and customers, reduced price offers on products, giving coupons which can be redeemed later etc. DISCOUNT DAYS: To increase the sale retail stores has started various discount offer days. As big bazaar is concern it has big days, PAHLI TARIKH, Wednesday Bazaar, monthly saving bazaar, power of ten.
3. PERSONAL SELLING: Persuasive communication between a representative of the company or promoter and one or more prospective customers, designed to influence the person's or group's purchase decision.
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4. PUBLICITY OF PRODUCT: Publicity non-personal communication in news story form about an organization, its products or both, that is transmitted through a mass medium at no charge.
5. PUBLIC RELATION: Public relation is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its target customers.
3. INTRODUCTION TO
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CONSUMER
CUSTOMER: Customer is a person who is willing to buy the product and supported by the enough monetary power to pay for it. The customer buys a product to fulfill his demand. So, the customer expects full satisfaction by the product for which he is paying.
CONSUMER: One that consumes, especially one that acquires goods, services for direct use or ownership rather than for resale or use in production and manufacturing. A consumer is an end user.
A customer can in turn resell to a consumer. For example, the customer can be a toy store who buys from a major brand manufacturer of toy products. The toy store sells to a consumer - the end user.
CONSUMER BEHAVIOUR
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Consumer behavior is the study of how people buy, what they buy and why they buy. it attempts to understand the buyer decision making process, both individually and in groups it studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people wants. It also tries to access influences on the consumer form groups such as family, friends, reference groups, and the society in general.
Definition of consumer behavior: The mental and emotional process and physical activities of people who purchase and use products and services to satisfy their need and wants.
3.2. TYPES OF CUSTOMER:

To understand consumer behavior we need to break down shoppers into five main types: Loyal customers: They represent no more than 20 percent of our customer, but make up more than 50 percent of our sales. Discount customers: They shop out store frequently, but make their decisions based on the size of our markdowns. Impulse customers: They do not have buying a particular item at the top of their to do list, but come into the store on a whim. They will purchase what seems good at the time. Need based customers: They have a specific intention to buy a particular type of item. Wandering customers: They have no specific need or desire in mind when they come to the store. Rather, they want a sense of experience or/and community. If we are serious about growing our business, we need to focus our effort on the loyal customer, and the merchandise our store to leverage the impulse shoppers. The other three
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types of customer represent a segment of our business, but they can also cause us to misdirect our resources if we put too much emphasis on them.
Let me further explain the five types of customers and elaborate on on what we should we doing with them. Loyal customers: Naturally, we need to be communicating with these customers on a regular basis by telephone, mail, email etc. these people are the once who can influence our buying and merchandising decisions. Nothing will make a Loyal customers feel better then soliciting their input and showing them how much you value it. In my mind, you can never do enough for them. Many times, the more you do for them, the more they will recommend you to others.
Discount customers: This category helps ensure your inventory is turning over and as a result, it is a key contributor to cash flow. This same group, however, can often wind up costing you money because they are more inclined to return product. Impulse customer: Clearly, this is the segment of our clientele that we all like to serve. There is nothing more exciting then assisting an impulse shopper and having them respond favorably to our recommendations. We want to target our displays towards this group because they will provide us with a significant amount of customer insight and knowledge. Need Based customer: People in this category are driven by a specific need. When they enter the store, they will look to see if they have that need filled quickly. If not they will leave right away. As difficult
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as it can be to satisfy these people, they can also become Loyal customer if they are well taken off. Wandering Customer: For many stores, this is the largest segment in terms of traffic, while, at the same time, they make up the smallest percentage of sales. Keep in mind, however, that although they may not represent of your immediate sales, they are a real voice for you in the commodity. Many Wanders shop merely for the intervention and experience it provides them. Since they are merely looking for interaction, they are also very likely to communicate to others the experience they had in store. Therefore, although wandering customers cannot be ignored, the time spent them needs to be minimized.
3.3. BASIC MODEL OF CONSUMER DECISION MAKING
Stage Problem recognition
Brief description The consumer perceives a need and becomes motivated to solve a problem
Information search
The consumer searches for information required to make a purchase decision.
Alternative evaluation Purchase decision Post-purchase evaluation
The consumer compares various brands and products. The consumer decides which brand to purchase. The consumer evaluates their purchase decision.
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3.4. CUSTOMER SATISFACTION

A customers satisfaction is a function of the providers perceived performance and the customers expectation. Customer satisfaction, is a measure of how products and services supplied by a company meet or surpass customer expectation.
Customer Satisfaction in 7 Steps

It's a well known fact that no business can exist without customers. In the business of Website design, it's important to work closely with your customers to make sure the site or system you create for them is as close to their requirements as you can manage. Because it's critical that you form a close working relationship with your client, customer service is of vital importance. What follows are a selection of tips that will make your clients feel valued, wanted and loved.
1. Encourage Face-to-Face Dealings This is the most daunting and downright scary part of interacting with a customer. If you're not used to this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier over time. It's important to meet your customers face to face at least once or even twice during the course of a project. My experience has shown that a client finds it easier to relate to and work with someone they've actually met in person, rather than a voice on the phone or someone typing into an email or messenger program. When you do meet them, be calm, confident and above all, take time to ask them what they need. I believe that if a potential client spends over half the meeting doing the talking, you're well on your way to a sale. 2. Respond to Messages Promptly & Keep Your Clients Informed This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers' queries
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within the space of a few hours, but at least email or call them back and let them know you've received their message and you'll contact them about it as soon as possible. Even if you're not able to solve a problem right away, let the customer know you're working on it. A good example of this is my cell phone. They've had some trouble with repairing my handset which was in warranty period. Due to some parts problem they was not able to give me on time. At every step I was called and told exactly what was going on, why things were going wrong, and how long it would be before they will give my cell phone back. They also apologized repeatedly, which was nice. Even they took time to keep me informed, it didn't seem so bad, and I at least knew they were doing something about the problems. That to me is a prime example of customer service. 3. Be Friendly and Approachable A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. It's very important to be friendly, courteous and to make your clients feel like you're their friend and you're there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object - it happens to all of us. It's vital that you keep a clear head, respond to your clients' wishes as best you can, and at all times remain polite and courteous. 4. Have a Clearly-Defined Customer Service Policy This may not be too important when you're just starting out, but a clearly defined customer service policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesn't work, then what? Should they contact different people for billing and technical enquiries? If they're not satisfied with any aspect of your customer service, who should they tell? There's nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site -- and anywhere else it may be useful. 5. Attention to Detail (also known as 'The Little Niceties')
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Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time consuming and aren't always cost effective, but remember to do them. Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued. 6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship. Take this as an example: you're working on the front-end for your client's exciting new ecommerce Endeavour. You have all the images, originals and files backed up on your desktop computer and the site is going really well. During a meeting with your client he/she happens to mention a hard-copy brochure their internal marketing people are developing. As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high resolution versions of all the images you've used on the site. A note accompanies it which reads: "Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you with large-scale copies of the graphics I've used on the site. Hopefully you'll be able to make use of some in your brochure." Your client is heartily impressed, and remarks to his colleagues and friends how very helpful and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will send several referrals your way. 7. Honor Your Promises It's possible this is the most important point in this article. The simple message: when you promise something, deliver. The most common example here is project delivery dates.
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Clients don't like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll be ready ASAP wouldn't go amiss. Conclusion Customer service, like any aspect of business, is a practiced art that takes time and effort to master. All you need to do to achieve this is to stop and switch roles with the customer. What would you want from your business if you were the client? How would you want to be treated? Treat your customers like your friends and they'll always come back.
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4. RESEARCH OBJECTIVE
Main objective of the study is to find out the buying behavior of the customers.
Some extensive objectives are

1. To determine the current status of Big Bazaar. 2. To find out the customers response towards Big Bazaar. 3. To study the satisfaction level of customers in different attributes of Big Bazaar. 4. To know the catchment area of the store 5. To identify the frequency of customer visit
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6. To give some idea to Big Bazaar that will give an edge to make customer services more better.
Other objectives are:

1. To relate various concepts studied in first two semesters to a real organizational environment 2. To build up confidence and improve adaptability 3. To understand Retail & Marketing concepts better 4. How to interact with different categories of people 5. To understand the corporate world and its life
5. RESEARCH
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METHODOLOGY
Technology and customers tastes and preferences play a vital role in todays generation. Research Methodology is a set of various methods to be followed to find out various information regarding market strata of different products. Research Methodology is required for every industrial service industries for getting acquire knowledge of their products.
PERIOD OF STUDY:
This study has been carried out for a maximum 45 days.
AREA OF STUDY:
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The study is exclusively done in the area of marketing. It is a process requiring care, sophistication, experience, business judgment and imagination for which there can be no mechanical substitutes. This study was done in big bazaar which is situated in bansankari, Bangalore.
SAMPLING:
Sampling is the process of selecting units (e.g., people, organizations) from a population of interest so that by studying the sample we may fairly generalize our results back to the population from which they were chosen.
SAMPLING METHODS
Before an organization conducts primary research it has to be clear which respondents it wishes to interview. A company cannot possibly interview the whole population to get their opinions and views. This simply would be too costly and unfeasible. A sample of the population is taken to help them conduct this research. To select this sample there are again different methods of choosing your respondents, a mathematical approach called 'probability sampling' and a non- mathematical approach, simply called 'non-probability sampling'. Lets look at these in a little more detail.
PROBABILITY SAMPLING METHODS

A mathematical chance of selecting the respondent Simple Random Sampling
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With this method of sampling the potential people you want to interview are listed e.g. a group of 100 are listed and a group of 20 may be selected from this list at random. The selection may be done by computer. Systematic samples Out of the 100 people we talked about above, systematic sampling suggests that if we select the 5th person from the above list, then we would select every 5th, 10th, 15th, 20th etc. The pattern is the every consecutive 5th. If the 6th person was selected then it would be every consecutive 6th. Multi-Stage Samples With this sampling process the respondents are chosen through a process of defined stages. For example residents within Islington (London) may have been chosen for a survey through the following process: Throughout the UK the south east may have been selected at random, ( stage 1), within the UK London is selected again at random (stage 2), Islington is selected as the borough (stage 3), then polling districts from Islington (stage 4) and then individuals from the electoral register (stage 5). As demonstrated five stages were gone through before the final selection of respondents were selected from the electoral register.
N0N PROBABLITY SAMPLES:

Convenience Sampling Where, the researcher questions anyone who is available, this method is quick and cheap. However we do not know how representative the sample is and how reliable the result. Quota Sampling
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Using this method the sample audience is made up of potential purchasers of your product. For example if you feel that your typical customers will be male between 18-23, female between 26-30, then some of the respondents you interview should be made up of this group, i.e. a quota is given. Dimensional Sampling An extension to quota sampling, the researcher takes into account several characteristics e.g. gender, age income, residence education and ensures there is at least one person in the study that represents that population. E.g. out of 10 people you may want to make sure that 2 people are within a certain gender, two a certain age group who have an income rate between 25000 and 30000, this will again ensure the accuracy of the sample frame again.
SAMPLING PROCEDURE:
The random sampling is done because any probability sampling procedure would require detailed information about the universe, which is not easily available further, it being an exploratory research.
SAMPLING SIZE: The sampling size of the study is 150 users.
DATA:
The term data refers to groups of information that represent the qualitative or quantitative attributes of a variable or set of variables. Data are typically the results of measurements and can be the basis of graphs, images, or observations of a set of variables. Data are often viewed as the lowest level of abstraction from which information and knowledge are derived. Raw data refers to a collection of numbers, characters, images or other outputs from devices that collect information to convert physical quantities into symbols, that are unprocessed.
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DATA COLLECTION:
PRIMARY DATA: Data is collected from various customers through personal interaction. Data is collected by survey, formal discussion and observation with different respondents. SURVEY METHOD: Data are usually collected through the use of questionnaires. The data is collected by mean of simple survey done in the retail store of the customers. OBSERVATION OF CONSUMER: Observation of customers is often a powerful tool. Looking at how consumers select products may yield insights into how they make decisions and what they look for. Observing consumers, tells about:What is he looking in the product? Is he brand loyal? Is he more or less price sensitive? Is he more interested in packaging, manufacturing, etc Observation may help us determine how much time consumers spend comparing prices, or whether nutritional labels are being consumer.
SECONDARY DATA:
Secondary data was collected through internet sources, research papers, and published reports by various institutions.
RESEARCH DESIGN
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The research work is exploratory in nature, and is meant to provide the basic information required by research objectives. It is a preliminary study based on primary data and the findings can be consolidated after a detailed conclusive study has been carried out.
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6. LIMITATION
Preparation of a project report and concluding a research is a whole process which is carried out in a number of steps. Therefore throughout the whole process of research there are a number of difficulties encountered by researcher, at every step. In the present study we may assume following limitation.
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Data dont represent entire population behavior. It is very difficult to measure perception by means of mathematical calculation. This research was done in Bangalore city only hence this Conclusion is valid only for Bangalore. It was assumed that respondent have the knowledge about big bazaar but if he do not have proper knowledge then result may come wrong. The respondent view point on the study/questionnaire purely judgment and may be induced by other reasons also.
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7. ANALYSIS
1. AGREE WITH PUNCH LINE As big bazaar says IS SE SASTA AUR ACHCHHA KAHI NAHI, does big bazaar match this? TABLE 1. SHOWING AGREE WITH PUNCH LINE. No. of respondant Percentage
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YES NO
104 46
69.33 30.66
Inference: From the above table it is clear that the 69.33% majority of respondent agree with the punch line and 30.66% not agree with big bazaar punch line.
2. STATE-OF-ORIGIN OF RESPONDENTS: Table 2. Showing the state-of-origin of respondents. No. 1 2 3 Region Karnataka Tamil Nadu AP No. of Respond 53 13 20 Percentage 35.33 8.6 13.33
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4 5
Kerala North India
14 60
9.3 40
Inference: From the above table it is clear that the 40% majority of respondent belongs to north India, and 35.33% customer belong to Karnataka where store is located and remaining 13.33% (AP), 9.3%(Kerala), 8.6%(Tamil Nadu).Here one thing which, I would like to add is that, respondents who is belonging to other then these five regions like west Bangal I have add that in north India, so due to that north India may have major part. And
3. AWARENESS ABOUT THE REGION SPECIFIC PRODUCTS Table 3 No. of Respondents 57 93 Percentage 38 62
Aware Not aware
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Inference: From the above table it is clear that the only 38% customer are aware about the region specific product and 62% majority of respondent is not aware about the region specific product. Big bazaar is trying to come with some region specific product but there is a need of advertise such product..
4. BILLING SIZE Table-4 Billing Value Less than 500 500-1500 1500-3000 3000-5000 Above 5000
No. of respondent 34 65 39 10 2
Percentage 22.66 43.33 26 6.66 1.33

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Inference: From the above table it is clear that 43.33% majority of people are having their billing size between 500 to 1500 for shopping at big bazaar and 26%people are having 3000-5000.
5. RATING FOR THE STORE
5.1. ABOUT PRICE
Table-5 Rating Very good Good Average No. of respondent 14 89 45 Percentage 2.66 59.33 30
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Bad
1.33
Inference: From the above table it is clear that 59.33% majority of customers think that the price is reasonable and 9% customer think that price is very reasonable and remaining 30% think that prices are fairly reasonable only 1.33% think that the price is bad.
5.2. ABOUT QUALITY: Table-6 Rating Very good Good Average Bad No. of respondent 10 73 61 08 Percentage 07% 48% 40% 05%
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Inference: From the above table it is clear that 48% majority of customers think that the quality of products is good and 5% of customers think that quality is bad, but still there is a need to improve the quality because only 7% customer thinks that quality is very good and we should know that quality plays an important role for the product. 5.3. ABOUT AVAILABILITY Table-7 Rating Very good Good Average Bad No. of respondent 35 64 38 13 Percentage 23.33% 42.66% 25.33% 08.66%
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Inference: From the above table it is clear that 42.66% majority of customers think that the product availability is good and 8.66% of customers think that the product availability is bad.
5.4. ABOUT DISCOUNT OFFERS: Table-8 Rating Very good Good Average Bad No. of respondent 39 71 46 3 Percentage 24.52% 44.65% 28.93% 01.88%
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Inference: From the above table it is clear that 44.65% majority of customers think that the discount offers are good and 1.88% of customers think that discount offers are bad. Here 24% customer thinks that discount offers are very good which is a good thing for Big Bazaar.
5.5. ABOUT PRODUCT DISPLAYS: Table-9 Rating Very good Good Average Bad No. of respondent 25 103 18 4 Percentage 16.66% 68.66% 12% 02.67%
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Inference: From the above table it is clear that 68.66% majority of customers think that the product display is good and 2.67% of customers think that product displays is bad. 5.6. ABOUT STAFF BEHAVIOUR: Table-10 Rating Very good Good Average Bad No. of respondent 25 76 38 11 Percentage 16.66% 50.66% 25.33% 07.33%
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Inference: From the above table it is clear that 50.66% majority of customers think that the staff behavior is good and 7.33% of customers think that behavior is bad, but we cant ignore this because for the retention of the customer it is an important factor. 5.7. ABOUT BILLING SPEED: Table-11 Rating Very good Good Average Bad No. of respondent 10 32 75 18 Percentage 07.40% 23.70% 55.55% 13.33%
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Inference: From the above table it is clear that 55.55% majority of customers think that the billing speed is average and 13.33% of customers think that it is bad so there is a need to increase the cash counter specially on the business days. Here if a customer wants to purchase few items then he will think, not to come because now nobody has time for waiting for the billing.
5.8. ABOUT STORE ENVIRONMENT:
Table-12 Rating Very good Good Average Bad No. of respondent 21 95 31 3 Percentage 14% 63.33% 20.67% 02%
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Inference: From the above table it is clear that 63.33% majority of customers think that the store environment is good and 2% of customers think that store environment is bad.
6. CUSTOMER PREFERENCE ABOUT VARIOS ATTRIBUTES: Table:13
Attributes/Rank Brand Price and discount
1st 29 23
2nd 19 21
3rd 18 67
4th 41 16
5th 43 23
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Quality & Value for Money Durability & After sales service Need
20 15 63
70 14 26
18 17 30
26 53 14
16 51 17
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Inference: Customer preference about attributes while shopping, Analysis shows that 42% of respondents has given 1st preference to need and following by 19.33% (brand), 15.33% (price), 13.33% (quality), 10% (durability). 2nd preference 46.66% (quality), 17.33% (need), 14% (price), 12.66% (Brand) and 9.33% (durability) 3rd preference 44.33% (price), 12% (brand), 12% (quality), 11.66% (durability), 10% (need) 4th preference 35.33% (durability), 27.33% (brand), 17.33% (quality), 10.66% (price) and 9.33% need 5th preference 34% (durability), 28.66% (Brand),15.33% (Price) 11.66% ( need), 10.66% (quality)
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7. FREQUENCY OF VISITING BIG BAZAR Table-14 FREQUENCY OF VISITING NO. OF RESPONDENT PERCENTAGE Weekends 45 30% Wednesday 15 10% Once in 15 days 23 15.33% once in a month 27 18% Any time 40 26.67%
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Inference: From the above table it is clear that 30% of customers visit frequently on weekends and 10% of customer visit on Wednesday. Here may be one thing that the customer who visit once in 15 days or once in a month, he can also come on weekends and Wednesday also.
8. MEDIUM FOR KNOWING THE OFFERS: Table-15 Medium News Paper Word of mouth Hoardings Announcement in store Pamphlets distributed TV/radio No. of Respondents 86 32 5 19 0 10
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Inference: From the above table it is clear that news paper is the most effective medium of knowing the offers and word of mouth is also calculative factor. Here, advertisement in news paper is in the hand of management of big bazaar so there is a need to advertise in news papers more and more. 9. AVERAGE TIME SPENDING FOR SHOPPING AT BIG BAZAAR Table-16 Distance Less than 2 km 2-5 km 5-10 km More than 10 km No. of Respondents 52 50 45 18 Percentage 34.66 33.33 30 12
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Inference: From the above table it is clear that 34.66 percent customer live within 2 km area, 33.33% live in 2-5km and 30 percent live in 5-10km. so ther is not a big difference in the percentage of customers staying, we can say that till 10 km, big bazaar is able to pull the customers.
10. OTHAR STORE VISITING BY THE CUSTOMER Table-17 Store Mega mart Reliance fresh Food world Total More Others. No. of respondents 52 105 38 27 50 28 Percentage 17 35 13 9 17 9
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Inference: From the above table it is clear that 35% majority of customer visit or shops from reliance fresh, so it is the major competitor for big bazaar and for food bazaar mostly, behind it the region may be reliance fresh stores are located every where and second major competitor are mega mart and more because mega mart store is also located near to big bazaar, Bansankari so customer who visit the big bazaar can go for that. 11. AGE OF THE CUSTOMER Table- 18 AGE IN YEARS Less than 20 NO. OF RESPONDENTS PERCENTAGE 26 17.33% 60 40% 50 32.66% 15 10% Between 20 to 30 Between 30 to 40 Above 40
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Inference: I met with people having different age groups. The people that I have met most belong to age group 20-30 years and having 40% and people belonging to age group above 40 years is having least 10%. People in the age group of 30-40 years is having 33%
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8. CONCLUSION AND RECOMMENDATIONS
Conclusions followed by recommendations form the basis of the report more solid. The conclusion proves the analysis that is carried out in the report and on the basis of these conclusions, recommendations are given. During the course of the study it was found that big bazaar is lacking popularity due to the less concentration on the management of customer data base. In the survey and analysis it was found that the Buying Behavior of the customers depends on variety of factors like Need, Cost, Quality, Durability, Product range and some other factors.
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Advertisements The organization should also concentrate upon the Advertisement strategies and should come up with the innovative ads.
Name recall amongst the Consumer Categories is low because of less frequency of the TV advertisements.
The organization should have customer data base so that information about offers can
be conveyed to the customer and customer segregation can also be done.

The Retailing industry is booming. In order to tap the potential market, the Company
can advertise in a magazine named like Daily news record. This will help in showcasing the products of the magazine. This can add an extra spice to sales.
Place Food bazaar has less stores in comparison to Reliance fresh. So increasing the stores increase the availability in the market because a customer wants to purchase food items mostly near to the home. We can see the traffic problem in city so he do not thinks well to go far for daily required items.
Human Resource
The organization should concentrate on human Resources, training & development. It
should provide proper training to the staff and as well as to the promoters because promoter who are in the store they are also the part of organization. They should have proper communication skill, product knowledge and they should also be aware about the sections which are in store so that they can response to the customer easily.
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If a new promoter comes then company should give a small brief about the rule and regulation before sending him/her on the floor.
Product Organization should focus on the availability of the product which is demanded by the customer more or less instead of focusing on the profitable brands only. As big bazaar is known for cheaper and better but there is a need to increase the quality. For example, fashion department has not too much quality garment.
Prize & promotion Company should focus on their Price. It should know the competitors price and according to that there should be a proper action to decide the price and discount offers.
Customer services
On the weekends mostly, there is long queue for the billing which takes a huge time
so there should be an increment in the number of cash counters. From the analysis it is clear that more than 50% customers live within 5km area, so if it possible big bazaar should increase its home delivery distance.
On the business days again it is seen that there is a queue in front of lift so there is a
need to solve the problem by using escalator or big size lifts because due to this customer do not want to go on the above floor and these floor are having high value product.
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9. BIBLOGRAPHY
BOOKS: KOTLER PHILLIP,KELLER KELVIN Marketing Management, Pataparganj, Delhi, Dorling Kindersley(India) Pvt.Ltd , 2007,
KUMAR ARUN AND MEENAKSHI N

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Marketing Management, Naraina, New Delhi, Excel Books Pvt. Ltd. Consumer behavior, produced by excel books pvt. Ltd. For AIMA-CME
INTERNET: www.financialexpress.com/news/Future-Group-to-hive-off-Big-Bazaar/ www.fibre2fashion.com/face2face/pantaloon/kishorebiyani.asp www.thehindubusinessline.com/iw/2005/12/25/stories/
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10. APPENDICES
QUESTIONNAIRES
79
Page
1. As big bazaar says IS SE SASTA AUR ACHCHHA KAHI NAHI, does big bazaar match this? a. yes b. no 2. Which native (state) do you belong ? a. Karnataka b. Tamil Nadu c. AP
d. Kerala
e. North India
3. Are you aware about your Region specific product which is available in store? a. yes b. no If yes, what you purchase .. 4. How much on average do you spend on your planned shopping (one time) at big bazaar? a. less than 500 b. Rs.500-1500 c. Rs.1500-3000 d. Rs3000-5000 e. Rs5000 and above 5. How would you rate the following in our store?
Very good Bad

a. Prices b. Quality c. Availability d. Discount offers e. Product displays f. Staff behavior g. Billing speed h. Store environment
Good
Average
6. Features you look in a product before making purchase ? Give preferences (1-Highest, 5- least)
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Brand Price and Discount Quality & Value for money Durability and After sales service Need
7. How frequently do you visit our store? a. Weekends b. Wednesday d. Once in a month e. Any time
C. Once in 15 days
8. How do you come to know about the offers? a. Newspapers b. Word of mouth c. hoardings d. announcement in store e. pamphlets distributed f. TV/radio 9. How much time do you spend for shopping in Big-bazaar ? a.1 hour b.1-2 hours c. 2-3 hours d. more than 3 hours 10. How much distance do you travel to come here ? a. less than 2 km b. 2-5 km c. 5-10km d. more than 10 km
11. What other store do you visit other then big bazaar? (you can choose multiple opt.) a. mega mart b. Reliance fresh f. other c. food world d. Total e. more
Anything you found better than big bazaar there . 12. What attracts you for shopping at big bazaar ? .. 13. Any suggestion to service you better. .. .. -------------------- Tell us a little more about your self -----------------------Name. age sex: M/F. Mob no................ Occupation.............................. Monthly family income
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A STUDY ON CONSUMER BEHAVIOR AT BIG BAAZAR

Acharya Institute of Management & sciences, Bangalore

Place: Bangalore Date: Ajay Kumar Gupta

Place: Bangalore Date: 9-8-2010 Ajay Kumar Gupta

Acharya Institute of Management & sciences, Bangalore

Research 0bjective Research methodology Limitations Analy

Acharya Institute of Management & sciences, Bangalore

Conclusion & recommendation Bibliography Appendices

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

KEY PLAYERS IN THE INDUSTRY

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Beauty & Wellnes s Fashion

Books & Stationar y

Acharya Institute of Management & sciences, Bangalore

Research 0bjective415 Page 11 Research methodolog y436Limitati

ion & recommend ation719Bibl iography751 0Appendice s77Questionnai

Acharya Institute of Management & sciences, Bangalore

1.3. THE BIG BAZAAR PROMISES:

BIG BAZAAR PROMISES...

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

1.5. BOARD OF DIRECTORS

Acharya Institute of Management & sciences, Bangalore

Mr. Anil Harish, Independent Director

Acharya Institute of Management & sciences, Bangalore

1.6. SWOT Analysis

Thorough understanding of the needs of Indian consumers.

Benefit of being pioneer in the Indian retail industry.

OPPORTUNITIES Potential rural markets.

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

2.1. MARKETING STRATEGY

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Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

2.2. MARKETING MIX

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

RETAIL PROMOTION MIX

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Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

3.2. TYPES OF CUSTOMER:

Acharya Institute of Management & sciences, Bangalore

Acharya Institute of Management & sciences, Bangalore

3.3. BASIC MODEL OF CONSUMER DECISION MAKING

Stage Problem recognition

The consumer searches for information required to make a purchase decision.

Alternative evaluation Purchase decision Post-purchase evaluation

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3.4. CUSTOMER SATISFACTION

Customer Satisfaction in 7 Steps

Acharya Institute of Management & sciences, Bangalore