Professional Documents
Culture Documents
CONSUMER BEHAVIOUR
Business.
ACKNOWLEDGEMENT
Sonam Srivastava
5
DECLARATION BY STUDENT
SONAM SRIVASTAVA
6
TABLE OF CONTENTS
Contents Pages
1. Introduction ……………………………… 8
6. Survey……………………………………………62
8. Conclusion ……………………………………..92
9. Bibliography …………………………………..93
1. INTRODUCTION
.
RETAIL INDUSTRY
In the Indian retailing industry, food is the most dominating
sector and is growing at a rate of 9% annually. India retail
industry is progressing well and for this to continue
retailers as well as the Indian government will have to
make a combined effort. The branded food industry is
trying to enter the India retail industry and convert Indian
consumers to branded food. Since at present 60% of the
Indian grocery basket consists of non- branded items.
India retail industry is expanding itself most aggressively;
as a result a great demand for real estate is being created.
Indian retailers preferred means of expansion is to expand
to other regions and to increase the number of their outlets
in a city. It is expected that by 2010, India may have 600
new shopping centers.
"The story is not about us, but this story is about the
people who visit our stores. This is a proud moment for
India."
3. RESEARCH METHODOLOGY
a. PERSONAL INTERVIEW
b. PROJECTIVE TECHNIQUES
c. OBSERVATION OF CONSUMER
d. SCANNER DATA
e. PHYSIOLOGICAL MEASURES
Physiological measures are occasionally used to examine
consumer response. It helps to know:-
Advertisers may want to measure a consumer’s level of
arousal during various parts of an advertisement?
In retail stores paging is done at a interval of time of
schemes and discounts so that people are made aware
and they can be provoked to buy.
17
4. LITERATURE STUDIES
FOOD
BAZAA
R
CENTRA
L
PANTAL
OON
BIG FASHION
BAZAAR STATION
E-ZONE
21
4.3. ABOUT US
c. SECURE PAYMENT:
GUARANT
E-ED
DILIVERY
PROMPT
15 DAYS
CUSTOME-
RETURN
R
POLICY
SUPPORT
BIG
BAZAAR
MANUFAC
T-URER’S
SECURE
WARRANT
PAYMENT
Y
28
S.
M
ADDITIONAL
STORE
MANAGER
DEPARTMENT
MANAGER
TEAM LEADER
TEAM MEMBER
30
PROCESS FOLLOWED
Segmentation, targeting, and positioning together
comprise a three stage process. We
a. Determine which kinds of customers exist,
b. Select which ones we are best off trying to serve,
c. Implement our segmentation by optimizing our
products/services for that segment and communicating
that we have made the choice to distinguish ourselves
that way.
4.8. a. 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 can’t 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.
4.8. b. TARGETING:
Secondly
Thirdly
4.8.c. POSITIONING:
34
PRODUCT:
PRICING:
PLACEMENT:
PROMOTION:
39
2. Place
3. Price
4. Visual merchandising
41
a. sales
b. retail strategies
d. communicates image
Store atmosphere.
1. ADVERTISING:
a. Objectives of Advertising:
b. Benefits of Advertisements:
c. Types of advertising:
1. Informative Advertising:
2. Corporate Advertising:
3. Financial Advertising:
4. Classified Advertising:
2. PROMOTION:
b. Coupons
Coupons are very versatile, way of offering a discount.
Following are the examples of the use of coupons:-
-On a pack to encourage repeat purchase
-In coupon books sent out in newspapers allowing
customers to redeem the coupon at a retailer.
-A cut-out coupon as part of an advert.
-On the back of till receipts.
47
e. Money refunds
g. Point-of-sale displays
A data collection system that electronically receives and
stores bar code information derived from a sales
transaction. This could the zip codes for library users,
facilitating the library in determining geographic market
are that users reside in. Most of the big brands are
following the suit of BTL promotion because of rising
prices of media based promotion, advertising clutter
and increased impulse purchasing.
E.g.
Big Bazaar's `junk' swap offer
Big Bazaar is launching a promotional offer from
Saturday, with the slogan, "Bring anything old and take
something new".
The prices fixed by Big Bazaar are: clothes (Rs 200 per
kg), newspaper (Rs 25 per kg), plastics/utensils/leather
goods (Rs. 75 per kg), footwear/luggage (Rs. 100 per
kg), Pet/beer bottles (Rs 15 per kg), tyres (Rs 50 per
kg), furniture (Rs 75 per kg) and others (Rs 20 per kg).
"This offer will help the housewife clean out the junk
49
3. PERSONAL SELLING:
Persuasive communication between a representative of
the company and one or more prospective customers,
designed to influence the person's or group's purchase
decision.
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 relations the planned and sustained effort to
establish and maintain goodwill and mutual
understanding between an organization and its target
publics.
6. INTERNAL ATTRIBUTES:
a. Envelope
Something that envelops; a wrapping. A products
wrapping affects a lot on its sale. More customers are
attracted if envelope is very attractive.
b. Internal layout
Methods of display
•Visual merchandising
50
7. LOGISTICS:
8. SUPPLY CHAIN:
4.10. COMPETITORS
Big bazaar operates in a competitive environment. For each
line of business, they face competition from established national
and regional companies. In the fashion segment, they probably
face competition from Shoppers Stop, Trent and Lifestyle. The
hypermarket business is relatively new, being just about three
to four years old in the country. Big bazaar faces competition
from the likes of RPG (Spencer’s), Trent (Star India Bazaar)
and with Shoppers Stop too indicating their entry into the
hypermarket segment. In the Food business, Big Bazaar faces
competition from Subhiksha, Food World to name a few.
54
5.3 WORKING……..
5.3.1. TO KNOW CONSUMER BEHAVIOR TOWARDS
SCHEME:
66
BUYING PROCESS
a. NEED RECOGNITION:
The customer first points out the things which he need.
His good part of income is spend on things of his daily
requirement.
b. INFORMATION SEARCH:
Before purchasing of a product, customer research
internally and externally. Internally-retrieving
information about similar purchase made earlier,
decision about choice criteria, brand included, or
advertisement related to the product. Externally-
source such as family, friends, commercial sources, etc.
c. EVALUATION OF ALTERNATIVES:
Before, purchasing customer looks for the alternatives of
that product. Customer goes for good quality in
cheapest rate.
d. PURCHASES:
Purchaser many times faces cognitive dissonance which
arises due to uncertainty of making right decision. This
is because choice of one product often means rejection
of attractive features of the alternatives.
CONCLUSION:
It should be considered that big bazaar targets every class.
Thus we know that different people have different thinking style.
Most of their buying decisions or his behavior depends on his:-
a. PERCEPTION:
Perception is the process by which a customer makes sense of
information that he receives. Therefore, it is to be tried that
customer receives the right information about every product and
about its scheme, because a single error in communication to
customer can create confusion to him and he may not buy the
product.
b. LEARNING:
It is the change in the content or organization of long time
memory and is a result of information processing. Thus
company should try to hit the customer’s memory. I.e.
Company should have good impression on the memory of the
customer. As this memory acts as a internal information source
in the decision making process.
c. MOTIVATION:
d. PERSONALITY:
6. SURVEY
Men
Women
Youngs
Childern
Old age
78
b. Marital status:-
1. Married: 74 2. Unmarried: 16
Married
Unmarried
c. Occupation:-
1. Student: 20
2. Business: 38
3. Service: 27
40
35
30 Student
25
No. of Bussiness
20
Person Service
15
Any other
10
5
0
Student Bussiness Service Anyother
79
d. Income group: -
1. 0-10000: 20
2. 10000-20000: 24
3. 20000-30000: 28
4. More than 30000: 18
30
25
0-10000
20
10000-20000
No.of Person 15
20000-30000
10
more than 30000
5
0
e. Is your home: -
1. A single family house: 55
2. Two family house: 25
3. Single: 10
80
everyday
m ore than once a w eek
once a w eek
Every day
Once a w eek
30
very strongly agree
25
20 strongly agree
15
agree
10
5
disagree
0
very strongly strongly agree disagree
agree agree
86
strongly agree
agree
disagree
strongly agree
agree
disagree
45
40
35 Strongly agree
30
No of Person
25 Agree
20
15
Disagree
10
5
0
Strongly Agree Disagree
agree
88
1. Strongly Agree: 26
2. Agree: 52
3. Disagree: 12
Strongly agree
Agree
disagree
Strongly
agree
80
60
Agree
No.of person 40
20
0 Disagree
Strongly Agree Disagree
agree
89
Strongly agree
Agree
Disagree
1. Strongly Agree: 55
2. Agree: 30
3. Disagree: 5
90
Strongly agree
60
50 agree
40
No.of
30 disagree
Person
20
10
0
Stronglyagree agree disagree
strongly agree
agree
disagree
91
strongly agree
agree
disagree
Slice 4
1. Strongly Agree: 30
2. Agree: 28
3. Disagree: 15
4. Disagree Strongly: 15
Strongly agree
30
Agree
25
20 Disagree
No.of Person 15
Disagree
10 strongly
5 Very strongly
disagree
0
Strongly Agree Disagree Disagree Very
agree strongly strongly
disagree
Strongly
agree
Agree
Disagree
3. Neutral: 2
93
4. Somewhat interested: 25
5. Extremely interested: 50
6. Not sure: 10
50
Not at all
45
40 Not very
35 interested
30 Netural
15 Extrem ely
intrested
10 Not sure
5
0 Notatall Notvery Netural Somewhat Extremely Notsure
interested interested intrested
40 Not very
interested
35
30 Neither int.nor
unint
25
No.of Person Somewhat
20 interested
15
Extremely
10 intrested
very strongly
agree
strongly agree
agree
disagree
60
50
gday butter
40
gday pista
30 gday cashew
jim jam
20
bourbon
10
0
gday gday gday jim jam bourbon
butter pista cashew
c. Parle:-
1. Parle hide n seek choco chips (200g): 24
2. Parle hide n seek choco (100g): 61
3. Parle bourbon cream (200g): 45
4. Parle digestive (176g): 34
5. Parle krack-jack (240g): 21
6. Parle glucose (220g): 50
hide&seek(200g)
2nd Qtr
bourbon(200g)
digestive(176g)
krack-jack(240g)
glucose(200g)
97
maggi noodle
msla(380g)
570g
760g
e. Mtr products:-
1. MTR dessertmix badam drink (220g): 11
2. MTR dessertmix gulab jamun mix (200g):10
3. MTR payasam kheer (220g): 60
4. MTR readymeal suji upma: 16
5. MTR snackmix dosa mix (500g): 12
6. MTR snackmix rava dosa (500g): 19
7. MTR snackmix rava idli (500g): 6
8. MTR snackmix uttappam (500g): 15
mtr badam
drink(220g)
mtr gulab jamun
mtr uttappam
99
CONCLUSION
Maggi showed a good response day by day but those like
Chili Chow, Lemon masala, Rice shahi pulao was not
up to satisfactory demand.
Mtr Badam drink, Gulab jamun, Rava idli, Dosa mix were
less in demand may be due to season.
SUGGESTIONS
MARKETING OBJECTIVE
Target is placement of all merchandising units across the
market in a months time
Create Identity in a Short Span
Offering a wide range
Reach every nook & corner
Distinct Approach ( Innovative & Differentiated products)
Constant connection through technology
High level of transparancy
Pricepressure from webshops
Changed orientation and purchase behaviour
ORGANIZED RETAILING
It helps to:
PRODUCT MARGIN
EMPLOYMENT GENERATION:
COMPETITORS STRATEGY:
Subhiksha Value
NDDB: Mother
Dairy Value
Operates on a co-operative model with the objective of
increasing farmers’ welfare. Has a strong presence in
Delhi’s NCR region.
Strategically located in residential areas and follows a low-
price strategy for fruit and vegetables.
108
8. CONCLUSION
9. BIBLOGRAPHY
BOOKS:
INTERNET:
www.yorku.ca/rkenedy/critical_skills/student/nick_ashby_p
pt_prestns/how_to_write_an_introduction.ppt+how+to+writ
e+introduction&hl
www.livemint.com/Big-Bazaar-plans-to-open-15-st.
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/
http://www.domain-
b.com/companies/companies_f/future_group/20080930_fu
ture_group
10. ANNEXTURE
Annexure
SURVEY QUESTIONNAIRES
a. women
111
b. children
c. youngsters
d. men
e. old age
a. yes
b. no
3. Marital status:-
a. married
b. unmarried
4. Occupation:-
a. students
b. business
c. service
d. others
5. Income group:-
a. 0-10,000
b. 10,000-15,000
c. 15,000-20,000
d. more than 20,000
a. single family
b. joint family
c. bachelor
d. others
a. every day
b. more than once in a week
c. once a week
a. strongly agree
b. agree
c. disagree
a. very good
b. good
c. average
a. strongly agree
b. agree
c. disagree
a. very good
b. good
c. average
a. very attractive
b. attractive
c. average
a. reference group
b. newspapers
c. sales promotions
d. pamphlets distributed
e. paging in store
a. yes
b. no
c. no comments
a. strongly agree
b. agree
c. disagree
21. ACT II
1. Amul butr(500g)
2. Butr lite(500g)
3. Cheese chiplet(200g)
4. Cheese lite(500g)
5. Cheese slice(200g)
6. Cheese tn(400g)
7. Lite spread tub(200g)
23.BAMBINO
1. Macroni (900g)
2. Macroni elbow (450g)
3. Pasta penne (500g)
116
Thank
you