1

CONSUMER BEHAVIOUR
A report submitted to Delhi Business School, New Delhi
as a part fulfillment of Full time industry integrated
MBA + Post Graduate Program in Entrepreneurship &
Business.

Submitted By:
Name of Student:
Vishal Singh
(BBE/4501/13)
L. Ganesh Krishna
(BBE/4526/13)
Ashit Saxena
(BBE/4540/13)
Utkarsh Verma
(BBE/4543/13)

ACKNOWLEDGEMENT
I would like to acknowledge and extend my heartfelt
gratitude to the following persons who have made the
completion of this possible project:
Our Dean,DR.Devendra Pathak,for his encouragement
and support.
Dr.Ravi Prakash, my project mentor , for
understanding and assistance, assisting in
collection of the topics for the project.

his
the

Ms.Sweta Seth,(MIS faculty), for the constant

reminders and much needed motivation and for the
help and inspiration she extended.
All the faculty of MBA (Delhi business school) was very
supportive and helped me in anyway.
The staff at BigBazaar turned to be very helpful in
providing me the informations about the company and
it
operations.
And to God , who made all things possible.

DECLARATION BY STUDENT
I hereby declare that the mentioned information in the
project is correct up to my knowledge and I bear the
responsibility for the correctness of the mentioned
particulars.

Vishal Singh (BBE/4501/13)

L. Ganesh Krishna (BBE/4526/13)
Ashit Saxena (BBE/4540/13)
Utkarsh Verma (BBE/4543/13)

TABLE OF CONTENTS

Contents

Pages

1. Introduction

2. Objective of Research Study 10

2.1. Market analysis .10
3. Research Methodology 11
3.1. Source of data 11
3.1. a. Survey method 11
3.1. b. Cross sectional survey.11
3.2. Sample size .11
3.3. Time taken ..11
3.4. Tools and Techniques of analysis.12
4. Literature Studies ....15
4.1. Company profile 15
4.2. Diagram .17
4.3. About us 18
4.3. a. Group vision .18
4.3. b. Group mission .18
4.3. c. Core values 19
4.4. Introduction to big bazaar...........20
4.5. Big bazaar promises 21
4.6. Portfolio management 24

4.7. Product line .26

4.8. Marketing strategy .27
4.8.
4.8.
4.8.
4.8.
4.8.
4.8.

a. Segmentation .27
b. Targeting ..28
c. Positioning ...29
d. Marketing mix .31
e. Retail mix ..35
f. Promotion mix 36

4.9. Distribution of revenue earner .44

4.10. Competitors .46
4.11. Major problems ..59
4.12. Future prospects 51
5. Work assigned by the company .54
5.1. Business objective 54
5.2. Operating the scheme 54
5.3. Working .55
5.3. 1. To know consumer
Behavior..55
5.3. 2. To get the right positioning
Done..58
5.3. 3. To maintain stock on floor..59
5.3. 4. Update the prices . .59
5.3. 5. Discount criterion . .59
5.3. 6. Inventory control 59
5.3. 7. Work on barcode tender ..61
6. Survey62
6.1. Survey analysis62
6.2. Trend analysis..68

6.3. Conjoint analysis.69

7. General survey and consumer behavior
analysis for pack of two 79
8. Conclusion ..92
9. Bibliography ..93
10. Annexure . 94

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 Indian retail market, which is the fifth largest retail
destination globally, according to industry estimates is
estimated to grow from the US$ 330 billion in 2007 to US$
427 billion by 2010 and US$ 637 billion by 2015.
Simultaneously, modern retail is likely to increase its share
in the total retail market to 22 per cent by 2010.
Continuing the robust growth of the organized retail in
India, according to the Credit Rating and Information
Services of India, the industry raked in US$ 25.44 billion
turnover in 2007-08 as against US$ 16.99 billion in 200607, a whopping growth rate of 49.73 per cent.

India retail industry is the largest industry in India, with an

employment of around 8% and contributing to over 10% of
the country's GDP. Retail industry in India is expected to
rise 25% yearly being driven by strong income growth,
changing lifestyles, and favorable demographic patterns.

"The story is not about us, but this story is about the
people who visit our stores. This is a proud moment for
India."
One of the biggest retail here in India we know is Kishore
Biyanis big bazaar. The company ended 2007-08 with
Rs5048crore in revenue. Biyani's and Big Bazaar's, march
comes at a time when several new retailers are slowing
expansion, reducing the number of outlets, effecting
layoffs, even exiting the business.
By 2011, he claims, there will be 300 Big Bazaars, and
Pantaloon Retail (India) Ltd, his flagship, will have
revenue of Rs13000crore.
Thus here we will know about the company profile,
operations and also about the consumer behavior towards
the schemes, discount, etc which are offered by the store
to facilitate customers.

10

2. OBJECTIVE OF RESEARCH STUDY

2.1. MARKET ANALYSIS

The research objectives of this project are:a. Marketing activities and operational activities are always
driven with an aim of getting sale increased with innovate
ideas. Offers are designed in such a manner that customers
are made to go and experience the shopping.
Marketing also gives some offer to increase the bill size, taking
in consideration the on going fashion in vogue.
b.
Marketing
Strategies
targeting
the
customer:
Advertising Strategy Understanding the media consumption
habits of the customer.

11

3. RESEARCH METHODOLOGY
3.1. SOURCE OF DATA
a. 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.
b. CROSS-SECTIONAL SURVEYS
Cross-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
behavior 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.

12

3.2. SAMPLE SIZE

A sample size of 90 was considered in this project. That is, a
total number of respondents were 90 for survey.

3.3. TIME TAKEN

The time of research was 1 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.

3.4. TOOLS AND TECHNIQUES OF ANALYSIS

a. PERSONAL INTERVIEW
Personal interviews are highly susceptible to inadvertent
signaling to the respondent. The cumulative effect of
several facial expressions is likely to be felt. By the use of
this method the facial expressions tell about how a
customer feels about the product, and his knowledge
about the product in the scheme.
This will let us know following:1.
2.
3.

The reason could be known that why a product is

not liked and what are shortcomings in the
product?
The preference for the product of the customer?
Who are the frequent customers?

b. PROJECTIVE TECHNIQUES

13

Projective techniques are used when a consumer may feel

embarrassed to admit to certain opinions, feelings, or
preferences. It has been found that in such cases, people
will tend to respond more openly about someone else.
Thus, we may ask them to explain reasons why others not
buying the product, or why other customers are not willing
to take advantage of the scheme, or what changes they
want should be there for their convenience.
c. 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:1.
2.
3.
4.
5.

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.
Whether his taste has shifted?

Observation may help us determine how much time

consumers spend comparing prices, or whether nutritional
labels are being consulted.
d. SCANNER DATA
Many consumers are members of supermarket clubs.
They are provided with customer card which they have to
present this when they make purchases; consumers are

14

often eligible for considerable discounts on selected

products.
Nearly all retailers in the area usually cooperate. It is now
possible to track what the consumer bought in all stores
and to have a historical record.
The consumers shopping record is usually combined
with:1. 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).
2. The consumption quantity could be know about
the product which is used in good quantity?
e. PHYSIOLOGICAL MEASURES
Physiological measures are occasionally used to examine
consumer response. It helps to know:1. Advertisers may want to measure a consumers
level of arousal during various parts of an
advertisement?
2. 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.

15

4.3. ABOUT US

4.3. a. GROUP VISION:

Future Group shall deliver Everything, Everywhere,
Every time for Every Indian Consumer in the most
profitable manner.
4.3. b. GROUP MISSION:

16

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.

17

4.7. PRODUCT LINE

Here, one finds over 170,000 products under one roof that
cater to every need of a family, making Big Bazaar
Indias favorite shopping destination.
Where Big
Bazaar scores over other stores is its value for money
proposition for the Indian customers. Big Bazaar, one
finds a huge variety of products to select from with a
good price and quality. With the ever increasing array
of private labels, it has opened the doors into the world
of fashion and general merchandise including home
furnishings, utensils, crockery, cutlery, sports goods
and much more at surprisingly low prices.
In recent years, Big Bazaar has adopted value pricing
in which they win loyal customers by charging a fairly
low price for a high quality offering. However,
consistent low price for the products is not only the
universally
desired
characteristic.

18

4.8. MARKETING STRATEGY

PROCESS FOLLOWED
Segmentation, targeting, and positioning
comprise a three stage process. We

together

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 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

19

in the same cans at the East and West coasts. Facing flat
sales of guns in the traditional male dominated market, a
manufacturer came out with the Lady Remmington, a more
compact, handier gun more attractive to women. Taking this a
step farther, it is also possible to segment on lifestyle and
values.
2. Some consumers want to be seen as similar to others, while
a different segment wants to stand apart from the crowd.
3. 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. Some
consumers are heavy users while others are light users. For
example, research conducted by the wine industry shows that
some 80% of the product is consumed by 20% of the
consumerspresumably a rather intoxicated group.
4. 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.
4.8. b. TARGETING:
1. 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.

20

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?

2. Big Bazaar targets higher and upper middle class

customers.
3. The large and growing young working population is a
preferred customer segment.
4. Big Bazaar specifically targets working women and
home makers who are the primary decision makers.
It is part of Big Bazaars new Guerrilla Marketing
Strategy.
5. Guerrilla force is divided into small groups that
selectively attack the target at its weak points. Guerilla
marketing is just one of the strategies and surely one
can learn a lot from the ongoing battle, especially
people interested in marketing/marketing techniques.
4.8.c. POSITIONING:
Positioning involves implementing our targeting. For example,
Apple Computer has chosen to position itself as a maker of
user-friendly computers.

21

4.8. d. 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:

22

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
two main reasons. First, for manufacturers, 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 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.
Secondly, it is imperative to realize that the product of any
organization is both a component and a determinant of the
marketing mix as it has a great influence on the other
elements of the mix: advertising, personal selling,
channels of distribution, physical distribution and pricing.
So without proper product policy, a company can not
pursue for further elements of marketing mix.
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 (ibid).

23

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.

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

24

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
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 criticised 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

Customer
Solution
Price

Customer
Cost
Placement

Convenience
Promotion Communication

25

26

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 (Spencers), 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.

27

a. RPG GROUP:

Spencer & CompanyLimited is

another large retail group in the
country
withsupermarkets,music
stores, and the beauty and health
chainHealth & Glow.
Food world, operated by Food
World Supermarkets Limited, while
Health &Glow by the RPG Group. It
is also Planning IPO, will have 450plus Music World, 50-plus Spencer's
Hyper covering 4 mn sq.ft by 2010.

b.KRAHEJAS
DEPARTMENTSTORE
CHAIN:

K Rahejas Shoppers Stop, is the

second largest retailer in the country
and became in retailing operation an
Indian success story.
It also
acquired the Crossword chain of
bookstores.
It Operates Shoppers Stop,
Crossword, In orbit Mall, and 'Home
Stop' formats. Will operate 55 hyper
city hypermarkets with US$100
million sales across India by 2015.

c.SUBHIKSHA
SUPERMARKET:

Subhiksha was immensely popular

in the South, particularly in Chennai,
where it sold groceries and
pharmaceutical products below the
MRP. It expected to earn a total
turnover of Rs 1,200 crore in 200809 as it planned to expand outside
Tamil Nadu and Pondicherry. It
planned for 550 stores in the next

28

five years.

29

d. RELIANCE RETAIL:

Investing
Rs.30000
crore
($6.67 billion) in setting up
multiple retail formats with
expected
sales
of
Rs.90,000 crore-plus ($20
billion) by 2009-10.

e. LIFESTYLE:

Investing Rs.400 crore-plus

($90 mn) in next five years
on Max Hypermarkets &
value retail stores, home
and lifestyle centers.

f. PIRAMYD RETAIL:

Aiming to occupy 1.75 million

sq.ft retail space through
150 stores in next five
years.

g. TATA GROUP:

Tata Group has two retailing

companies; Trent Limited,
headed by Noel Tata, which
owns Westside, Star Bazaar
and Landmark retail brands
and Tata Infiniti, headed by
Krishna Kumar, which owns
Croma brand.
Trent Ltd, he retail arm of the
Tata Group, has drawn up a
Rs 2,000 crore investment
plan for setting up 50
hypermarkets

Star
Bazaar over the next five

30

years.
Tata Ceramics Limited,
which manufactures a wide
range
of
ceramic
products like
flatware ceramics
(Dinner
plate,
Dessert
plate,
Saucer) and hollowware
ceramics (Vegetable Dish,
Oatmeal,
Sugar
Pot,
Creamer, Coffee/Tea Cups
and Pots, Salad Bowl etc.)
in plain as well as fluted
shapes, under the brand
name of CERA, launched its
first exclusive branded store
in Pune . Tata Ceramics,
which achieved sales of Rs
35crore last year, is looking
at adding another Rs 12
crore from domestic sales in
the next two years.

31

4.11. MAJOR PROBLEMS

a. Retailing is in a rapid state of change due to speedy

technological developments, changing competitive
positions, varying consumer behaviors as well as their
expectations and liberalized regulatory environment. In
such a scenario, information is crucial to plan and
control profitable retail businesses and it can be an
important source of competitive advantage so long as it
is affordable and readily available.

b. In west, retail businesses have been the early adopters

of Information Technology (IT). As there is a need to
capture accurate information and make it available not
only within the store but send it to warehouse,
distributors and manufacturers in real time to manage
the short shelf life of some goods in grocery sector and
costs of inventory, varied DSS tools have been adopted
by organized retailers. VMIs- vendor managed
inventory systems, Scanner at the counters- point of
sales systems, RFID- radio frequency identification,
OLAP (online analytical processing), supply chain
management systems, forecasting systems, CRMcustomer relationship management systems, ERPenterprise resource performance system etc. are the
tools used by organized retailers in developed nations.

32

c. Most retailers collect and have access to huge amount

of data, collected from day to day operations e.g.
customer loyalty data, retail store sales and
merchandise data, demographic projection data etc.
Currently retailers are data rich but information poor.
There is a great potential to develop systems that
enable analysts and decision makers to manage,
explore, analyze, synthesize and present data in a
meaningful manner for decisions.

33

6. Statistical Tools Analysis

6.1 SURVEY ANALYSIS

1. Total people surveyed-90
2. Total people who responded well-72
a. Surveyed :1. Men: 22
2. Women: 30
3. Youngsters: 18
4. Children: 8
5. Old aged: 12

34

b. Marital status:1. Married: 74

c. Occupation:1. Student: 20
2. Business: 38
3. Service: 27

2. Unmarried: 16

35

d. Income group: 1. 0-10000: 20

2. 10000-20000: 24
3. 20000-30000: 28
4. More than 30000: 18

e. Is your home: 1. A single family house: 55

2. Two family house: 25
3. Single: 10

36

f.

Indicate activities/interests which you

and/or
household members enjoy on a
regular basis:

1. Bicycling/running: 1
2. Dieting: 25
3. Crafts: 5
4. Foreign travel: 15
5. Gourmet/fine food: 45
6. Fashion clothing: 40
7. Bible/devotional reading: 12
8. Physical fitness/exercise: 69
9. Stereo/records and tapes: 14
10. Art/antiques: 8
11. Outdoor gardening: 35
12. Wildlife/environment issues: 40
13. Health foods/vitamins: 70
14. Money making opportunities: 50

37

15. Book reading: 24

16. Self improvement: 45
17. Watching sports on TV: 40
18. Charities/volunteer work: 16
19. Other: 12

38

CONCLUSION FROM SURVEY ANALYSIS

a. Men and women both are responsive this shows that
they have interest in the products either they buy or
not. They have good knowledge about the product
they buy.
b. Women are very careful about what they buy but
sometimes men tend to ignore some of the features of
product.
c. Women are more attracted and keen to know about the
schemes, discounts, gifts, etc on product.
d. People have multiple life style and people have interest
in music, fitness, health, dieting, health food, vitamin
rich products, and fashion clothing.
e. Women, children, youngsters, aged people frequently
make visit to stores.
f. People of single family and apartment family are
frequent customers.
g. People of middle class and upper middle class are
frequent customers and they spend good amount of
their income.

39

6.2 TREND ANALYSIS

a. how often you used this product before the
scheme?
1. Everyday: 49
2. More than once a week: 21
3. Once a week: 20

b. How often do you use products from this

[SERVICE CATEGORY]
1. Every day: 55
2. More than once a week: 29
3. Once a week: 6

40

CONCLUSION FROM TREND ANALYSIS

Trend analysis shows that consumption rate of the
products was good, as the products were mainly daily
used products. Earlier the rate of using of product was
less in comparision, after the scheme.
6.3 CONJOINT ANALYSIS
a. Stores are conveniently located:1. Very Strongly Agree: 20
2. Strongly Agree: 28
3. Agree: 27
4. Disagree: 15

41

b.

Store
atmosphere
appealing:-

and

decor

are

1. Strongly Agree: 29
2. Agree: 40
3. Disagree: 21

c. A good selection of products was present.

1. Strongly Agree: 24
2. Agree: 55
3. Disagree: 11

42

d. (Store) has the lowest prices in the area:1. Strongly Agree: 30

2. Agree: 45
3. Disagree: 15

43

e. Merchandise sold is of the highest quality:1. Strongly Agree: 26

2. Agree: 52
3. Disagree: 12

f. Merchandise displays are attractive:1. Strongly Agree: 9

2. Agree: 69
3. Disagree: 12

44

g. Advertised merchandise was in stock:1. Strongly Agree: 14

2. Agree: 67
3. Disagree: 9

45

h. Overall, I am very satisfied with the store:1. Strongly Agree: 55

2. Agree: 30
3. Disagree: 5

i. I am very satisfied with the price I paid for

what I bought:1. Strongly Agree: 34
2. Agree: 53
3. Disagree: 3

46

j. I am very satisfied with the merchandise I

bought:1. Strongly Agree: 12
2. Agree: 70
3. Disagree: 8

Select the rating that best describes how you feel

about [PACK OF TWO SCHEMES].
k. Quality:1. Strongly Agree: 30
2. Agree: 28

47

3. Disagree: 15
4. Disagree Strongly: 15
5. Very Strongly Disagree: 2

l. Price and Discount:1. Strongly Agree: 18

2. Agree: 60
3. Disagree: 12

48

m. How interested would you be in using the

product in this scheme:1. Not at all interested: 0
2. Not very interested: 3
3. Neutral: 2
4. Somewhat interested: 25
5. Extremely interested: 50
6. Not sure: 10

49

n. Overall, how interested are you in buying

this service:1. Not at all interested: 0
2. Not very interested: 5
3. Neither interested nor uninterested: 22
4. somewhat interested: 18
5. Extremely interested: 45

CONCLUSION FROM CONJOINT ANALYSIS

People are satisfied with the store locations. There is good
rating in favour of atmosphere, dcor and quality of
product offered to customer in exchange of the reasonable
prices.

50

People have shown their keen interest towards the

products in scheme. They say that for them any discount
is good if the product is of their utility.
Customers are interested to buy the products again and
again of the scheme.

51

7.

GENERAL
SURVEY
AND
BEHAVIOR ANALYSIS FOR
SCHEME OF PACK OF TWO

a.

Do you find the choices in

according to your preference:-

1. Very Strongly Agree: 20

2. Strongly Agree: 32
3. Agree: 23
4. Disagree: 15

b. Biscuits most preferredBritannia:1. Britannia gday butter: 32

2. Britannia gday pista: 16
3. Britannia gday cashew: 20
4. Britannia jim jam: 55
5.Britannia crm treat bourbon 32

CONSUMER
THE NEW
biscuits

52

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

53

d. Maggi preffered most:1. Maggi noodle masala (380g): 35

2. Maggi noodle masala (570gm): 30
3. Maggi noodle masala (760g): 32
4. Maggi noodle vegetable atta (360g): 24
5.Maggi noodle rice chilli chow (332g): 8

54

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

55

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.
Mtr Payasam kheer showed outstanding demand.
Parle hide n seek (100g), Digestive, Bourbon, krack jack
were in good demand in families. These were like
combination of chocolate, lite, salty biscuits.
Digestive was preferred by health conscious customers
mainly.
Britannia Jim jam and Bourbon were preferred by children,
and pista, butter; cashew also provided a great choice in
ready to eat section.
Nestle chocolates Kit Kat of 34g, 99g were in good
demand.
Red label tea nature care ct 2*250g, Tata tea gold and
premium 2*500gm should continue because their
demand was increasing slowly.
Bikano Alu Bhujia and Bikaneri bhujia should be continued
as affordable prices for all customers. It is competing
Haldiram and many local made, so it will take some
time for it to raise a remarkable demand.

56

Some of the products which can be considered for sale

set.
Britannia nutri digestive (small pack)-focuses all health
conscious and old age which are in good percentage. So
it can be considered or scheme.
Mohans corn flakes (liked by all class people and in
budget).
No offer on Sunfeast products which targets children in
their advertisements.
Private label products were very reasonable and very
affordable and were in good demand but there was good
number of damage also from the brand in tasty treat
instant noodles masala (400g).
There is private label honey also, of very reasonable rate,
for its promotion can we have it in any scheme?

57

8. CONCLUSION
If this project proves to be of any usefulness to the reader then
I will be very proud of it, that all the hard work done by my
faculty and me has been fruitfull.
Above all, I hope to have shown my reader that the
answer of their questions on the working of the company
and its maketing stategies which made it a retail giant and
capture the big part of the market . how ever it is difficult to
know about a company but training provided to me helped
me a lot to know the retail store and consumers behavior
to a great extent. i came to know how a consumer reacts
to every action made by retail to pursue them with their
promotional and marketing strategies.
This project helped me to clear my else doubts and step
over the boundaries of confusion and querries with

58

9. BIBLOGRAPHY
BOOKS:
KOTLER PHILLIP,KELLER KELVIN
Marketing Management, Pataparganj, Delhi, Dorling
Kindersley(India)Pvt.Ltd , 2007,
74 to 80, 164 to 170, 200 to 203, 205 to 208,231 to
236, 245 to 264.
KUMAR ARUN AND MEENAKSHI N
Marketing Management, Naraina, New Delhi, Excel Books
Pvt. Ltd.,2008, 11 to 14,29 to 31, 70 to 75, 82 to 98,
103 to 104,112 to 115, 126 to 128, 218 to 229, 232
to 233.
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.

59

www.financialexpress.com/news/Future-Group-to-hive-offBig-Bazaar/
www.fibre2fashion.com/face2face/pantaloon/kishorebiyani
.asp
www.thehindubusinessline.com/iw/2005/12/25/stories/

http://www.domainb.com/companies/companies_f/future_group/20080930_fu
ture_group

10. ANNEXTURE
Annexure
SURVEY QUESTIONNAIRES
1. Tick the option you fall in:a.
b.
c.
d.
e.

women
children
youngsters
men
old age

2. Does the big bazaar match consumer expectation or

are they just making empty promises?
a.
b.

yes
no

3. Marital status:-

60

a.
b.

married
unmarried

4. Occupation:a.
b.
c.
d.

students
business
service
others

5. Income group:a.
b.
c.
d.

0-10,000
10,000-15,000
15,000-20,000
more than 20,000

6. Your family is:a.

b.
c.
d.

single family
joint family
bachelor
others

7. You use the products in offer:a.

b.
c.

every day
more than once in a week
once a week

8. Is the store conveniently located?

61

a.
b.
c.

strongly agree
agree
disagree

9. What about store environment?

a.
b.
c.

very good
good
average

10. Do you find variety in products?

a.
b.
c.

strongly agree
agree
disagree

11. What do you think about quality of the products?

a.
b.
c.

very good
good
average

12. Do you like the way products are displayed?

a.
b.
c.

very attractive
attractive
average

13. How do you come to know about the schemes?

62

a.
b.
c.
d.
e.

reference group
newspapers
sales promotions
pamphlets distributed
paging in store

14. Are you satisfied with the products in store?

a.
b.
c.

yes
no
no comments

15. Are you happy with the schemes and discounts?

a.
b.
c.

strongly agree
agree
disagree

16. How much interested are you in using products?

a.
b.
c.
d.
e.

not at all interested

not very interested
neutral
somewhat interested
not sure

17. Which of the following product you like to take?

a.
b.
c.
d.
e.

Britannia g-day butter

Britannia g-day cashew
Britannia g-day pista
Britannia jim- jam
Britannia cream treat bourbon

63

18. PARLE PRODUCTS:1.

2.
3.
4.
5.
6.

Parle hide n seek choco chips(200g)

Parle hide n seek choco (100g)
Parle bourbon cream(200g)
Parle digestive (176g)
Parle krack-jack (240g)
Parle glucose (1kg)

19. MAGGI NOODLES:1.

2.
3.
4.
5.

Maggi noodle masala(380g)

Maggi noodle masala(570gm)
Maggi noodle masala(760g)
Maggi noodle vegetable atta(360g)
Maggi noodle rice chilli chow(332g)

20. MTR products

1.
2.
3.
4.
5.
6.
7.
8.

MTR dessertmix badam drink(220g)

MTR dessertmix gulab jamun mix(200g)
MTR payasam kheer(220g)
MTR readymeal suji upma
MTR snackmix dosa mix(500g)
MTR snackmix rava dosa (500g)
MTR snackmix rava idli(500g)
MTR snackmix uttappam(500g)

21. ACT II
1.
2.

Mix butr (99g)

Mix butr lover(99g)

64

3.
4.
5.
6.

Mix Butr pepper(60g)

Mix chilli surprise(70g)
Mix classic salted(70g)
Mix golden sizzle(70g)

22. AMUL PRODUCTS:1.

2.
3.
4.
5.
6.
7.

Amul butr(500g)
Butr lite(500g)
Cheese chiplet(200g)
Cheese lite(500g)
Cheese slice(200g)
Cheese tn(400g)
Lite spread tub(200g)

23.BAMBINO
1.
2.
3.
4.
5.
6.
7.
8.

Macroni (900g)
Macroni elbow (450g)
Pasta penne (500g)
Pasta spiral (500g)
Vermicelli macr elstx (950g)
Vermicelli roasted (950g)
Vermicelli sc (1kg)
Vermicelli sc ( 450g)

24. NESTLE PRODUCTS:1.

2.

Coffee classic box (200g)

Coffee classic jar (50g)

65

3.
4.
5.
6.
7.

Coffee classic pp (50g)

Coffee jar (100g)
Kit Kat (99g)
Kit Kat (34g)
Chocolate munch (102g)