INTRODUCTION

Marketing is the moving and exciting activity in everybody activities.

The sellers distributers, advertising agencies, consultant transporters,
financers, store agencies and everyone as a counter are part of market
system. It is very often regarded that the development of markets and
marketing is synonymous with the economic development of account.
Though marketing is an action discipline. In the ever growing corporate
world marketing is being regarded as a crucial elements of the success of an
enterprise.
The marketing discipline is undergoing fresh reappraisal in the light
of the vast global, technological, economic and social challenges facing
today’s companies and countries. Marketing at its best is about value
creation and raising the world living standard. Today’s winning companies
are those who succeed most in satisfying, indeed delighting their target.
Philip Kotler has therefore defined marketing as “it is a social and
managerial process by which individual and groups obtain what they need
and want through creating, Offering and exchanging product of values with
others”. Many Indian companies espouses a satisfied customer philosophy
and described marketing as customer behaviour engineering. Since the
economy in this country has changed rapidly, giving consumers the
opportunity to choose among many varied alternatives, behaviour a major
concern of business.

INTRODUCTION TO CONSUMER BEHAVIOUR

One thing that we have in common is that we all are consumer. In fact,
everybody in this world is a consumer. Every day of our life we are buying
and consuming incredible variety of goods and service. However, we all have
different taste, likes, dislike and adopted different behaviour pattern while
making purchase decision.
The term consumer behaviour refers to behaviour that consumer
display in searching for purchasing, using, evaluation and disposing of
products and services that they exact will satisfy to how individual make
decision to send their available resources (time, money and efforts) on
consumption related items. It includes the study of “what they buy”, “when
they buy it”, “where they buy it”, “how often they buy it” and “how often
they use”.

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DEFINATION:
Consumer behaviour is broadly defined by various scholar’s researchers as:
1. It’s the behaviour displayed by the consumers during the acquisition,
consumption and disposition of products services, time and ideas by
decision making units.
2. It is the body knowledge which studies various aspects of purchase
and consumption of product and services by individuals which various
social and psychological variable at play.
3. The behaviour that consumers display in searching for, purchasing,
using, evaluating and disposing of product and services that they
expect will satisfy their needs.
4. The process an and activities people engaged in his searching for
selecting, purchasing, using, evaluating and disposing of products and
services as to satisfy their needs and desires.
5. The activities directly involved in obtaining, consuming and disposing
of product and services including the decision process that precede
and follow these actions.
6. The American Marketing Association (A.M.A) defines consumer
behaviour as “the dynamic interaction of cognition, behaviour and
environmental events by which human being conduct the exchange
aspects of their lives.

Consumer behaviour is helpful in understanding the purchase behaviour

and preferences of different consumer, as consumer differ in terms of sex,
age, education, occupation, income, family set up, religion, nationality and
social status. Because of this different background factor, have different
needs and we have only buy those product and services, which we think will
satisfy our needs.

OBJECTIVES OF THE STUDTY: -

The main objective is to determine the current consumer satisfaction
level of the customers with regards to Big Bazaar.
 To study and analyse consumer shopping behaviour towards Big
Bazaar.
 To assess the behaviour level of different type of customers shopping
at Big Bazaar.
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  To identify and suggest what type of strategies are suitable for the
company to reach the targeted customers.
 To find out the factors which influence the consumption of the
products in Big Bazaar.
 To identify effective advertising sources which are influencing
customer purchasing behaviour at Big Bazaar.
 To find out how the consumers spend their incomes and time on the
purchasing of the products.

SCOPE OF THE STUDY: -

Big Bazaar has 217 branches in India. The scope of my study is limited to
one branch (Modi para, sambalpur). The scope of the study is to identify the
consumer behaviour towards Big Bazaar. It is aimed at enlightening the
company about different steps to be taken up to increase the shares of Big
Bazaar with regards to competitors and also to help the company to provide
better customer services.

LIMITATION OF THE STUDY: -

 Time has been a major constraint throughout the study as it has been
only for one-month duration.
 As this survey was restricted to Big Bazaar Sambalpur. This cannot be
started as an in-depth research on this subject.
 Enough care is taken in formulating the questionnaire, stills some
errors might have crept in.
 The consumer behaviour varies according to different products.
 Quality verses price was not taken into the consideration.
 The project is based on the interview methodology by a structured
questionnaire and the personal skill of the respondents undertaking
the project affect the results.

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METHODOLOGY
In this project, information pertaining to customer need
behaviour and their demographic profile was collected; hence it is a
descriptive research.
1. Primary data: primary sources of data are the data which needs the
personal efforts of collection it and which are not readily available.
Following are few ways in the data was collected:
1) Questionnaires: It is the set of question on sheet of paper was being
given to fill it, based on which data was interpreted.
2) Direct Interviewing: Direct interviewing involve the process where I
asked the questions directly to the costumer and I got the feedback.

2. Secondary data: Secondary data sources are the other important

sources through which data were collected.

These secondary sources helpful for the study were

1. Text book like marketing management research
methodology, advertisement and sale promotion etc.
2. Internet was used for the collection of the data.
3. New papers were also referred.
4. Business magazine were referred.
1) Sample size: By using convenient sampling technique 100 respondents
are selected for the purpose of the study.
2) Period of study: The study was undertaken during a span of one month.
3) Research approach: The survey method was adopted for collecting the
primary data. Survey research is the systematic gathering of data from
respondent through questionnaire.
4) Research instrument: The data for this research study was collected by
survey technique using interview guided by questionnaire.

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CHAPTER-II
COMPANY PROFILE
MISSION AND VISION

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INTRODUCTION:
Relating consist of those business activities involved in the sale of goods
and service to consumer for their personal, family or household use.
Retailing comprises of four elements customer orientation, coordinated
effort, value driven, and goal orientation. The world “Retail” originates from
a French Italian word. Retailer someone who cut off or shed a small piece
from something. Retailing is the set of activities that market products or
services to final consumer for their own personal or household use. It does
this by organizing their availability on a relatively large scale, retailer is a
person or agent or agency or company or organization who is instrument in
reaching the goods or merchandise or service to the end user or ultimate
consumer.

KEY CHALLENGES:

 LOCATION:

“Right place, Right choice” Location is the important ingredient for any
business that relies on customers and is typically the prime consideration in
a customer’s store choice. Location decision are harder to change because
retailers have to their make sustainable investments to buy and develop real
or commit to long term lease with developers, when formulating decision
about where to locate, the retailer must refer to the strategic plan.

 Investigate alternative trading areas.

 Determine the type of desirable store location.
 Evaluate alternative specific store sites.
 MERCHANDISE:

The primary goal of the most retailers is to sell the right kind of
merchandise and nothing is more central to the strategic thrust of the
retailing firm. Merchandising consists of activities involved in acquiring
particular goods and services and making them available at a place, time
and quantity that enable the retailer to reach its goals. Merchandising is
perhaps the most important function for any retail organisation, as it
decides what finally goes on shelf of the store.

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 PRICING:

Pricing is a crucial strategic variable due to its direct relationship with a

firm’s goal and its interaction with other retailing elements. The importance
of pricing decision is growing because today’s customers are looking for
goods value when they buy merchandise and services. Price is the easiest
and quickest variable to change.

 TARGET AUDIENCE:

“Consumer the prime mover” “Consumer pull”, however, seems to be

the most important driving factor behind the sustenance of the industry.
The purchasing power of the customer has increased to a great extent. With
the influencing the retail industry to a great extent, a variety of father
factors also seem to fuel the retailing too.

COMPANY PROFILE:

Pantaloon Retails (India) Limited, is India leading retailer that

operates multiple retail format in both the value lifestyle segment of the
Indian consumer market. Headquarter in Mumbai, the company operates
over 17 million square feet of retail space, has over 1000 stores across 102
cities in India and employees over 36000 people.
The company’s leading formats includes pantaloons, a chain of
fashion outlet, Big Bazaar, a uniquely Indian hypermarket chain, food
Bazaar, a super market chain, blends the look, touch and feel of Indian
Bazaars with aspects of modern retail like choice, convenience and quality
and central, a chain of seamless destination malls. Some of the other
formats include Brand Factory, Blue Sky, All Top 10, Star and Sitar. The
company also operates an online portal, futurebazaar.com.

A subsidiary company, Home solution Retail (India) Limited,

operates Home Town, a large format home solution store, collection, selling
home furniture products and Ozone focused on catering to the consumer
electronics segment.

Pantaloon Retail was recently awarded the International Retailer

of the year 2007 by the US based National Retail Federation (NRF) and

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Emerging Market Retailer of the year 2007 at the World Retail Congress
held Barcelona. Pantaloon Retail is the flagship company pf future group. A
business group catering Indian consumption space.

FUTURE GROUP:
Future group, led by its founder Group CEO, Mr. Kishore Biryani, is
one of India’s business houses with multiple business spanning across the
consumption space while retail forms the core business activity of future
group, group subsidiaries are present in consumer finance, capital,
insurance, leisure and entertainment, brand. Development, retail estate
development Led by its flagship enterprise, pantaloons Retail, the group
operates over 17 million square feet of retail space in 102 cities and towns
and 65 rural location across India. Headquarters Mumbai, Pantaloons a
fashion retail chain and central, a seamless Malls, In the value segments, its
marquee brand, Big Bazaar is a hypermarket format that combine the look,
touch and feel of the Indian Bazaars with the choice and conversion of
modern retail.

In 2008, Big Bazaar opened its 100th store, marketing the fastest
ever organic expansion of hypermarket. The first set of Big Bazaar store
opened in 2001 in Kolkata, Hyderabad and Bangalore.

The group speciality retail format Include, books and music

chain, Depot, sports were retailer, Planet sports, electronics, retailer, Ezone,
home improvement chain, Home town and rural retail chain, Aadhar, among
other, it also operates popular shopping portal futurebazaar.com. Future
Capital Holding, the financial arm provides investment advisory to asset
worth over $1 billon that are being invested in consumer brands and
companies, real estate, hotel and logistics, it also operates a consumer
finance arm with branches in 150 localities.

Other group companies include, Future General, the group’s

insurance centre in partnership with Italy’s group. Future Brands, a brand
development and IRP company. Future logistics and distribution to group
companies and business partner and future media retail media initiative.

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Major milestones

 1987- Company incorporated as Mainz Wear Private Limited. Launch of

pantaloon trouser, India’s first formal trouser brand.

 1991- Launch of BARE, the Indian jeans brand.

 1992- Initial Public Offer (IPO) was made in the month of May.

 1994- The Pantaloon Shoppe – exclusive menswear store in franchisee

format launched across the nation. The company starts the distribution
of branded garment through multi- brand retail outlets across the
nation.

 1995- John Miller – Formal shirt brand launched.

 1997- Pantaloons- India’s family store launched in Kolkata.

 2001- Big Bazaar, ‘Is se siesta aur accha kahi nahin’ – India’s first
hypermarket chain launched.

 2002- Food Bazaar, the supermarket chain is launched.

 2004- Central – ‘Shop, Eat, celebrate in the Heart of Our City’ – India’s
first seamless mall is launched in Bangalore.

 2005- Fashion Station – the popular fashion chain is launched.

 2006- Future Capital Holdings, the company’s financial arm launches real
estate funds Kshitij and Horizon and private equity fund in division. Plans
forays into insurance and consumer credit. Multiple retail formats
including Collection, Furniture Bazaar, Shoe Factory, Ezone, Dept and
futurebazaar.com are launched across the nation. Group enters into
joint venture agreements with ETAM Group and General.

 2007- Future group cross $1 billon mark.

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 2008- Future group holding becomes the second group company to
make a successful initial public offering in the Indian capital market.

MISSION AND VISION

Group Vision:
Future Group shall deliver Everything, Everywhere, Every time
for Every Indian Consumer in the profitable manner.

Group Mission:
We share the vision and belief our customer and stakeholders
shall be served only by creating and exacting future seniors in the
consumption space leading to economic development.

We will be the trendsetter in involving delivery format, creating

retail reality making consumption affordable for all customer segments for
classes and for masses.

We shall infuse Indian brand 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, sensory, humility and united
determination shall be driving force to make us successful.
Core Value:

 Indian’s: confidence in ourselves.

 Leadership: to be a leader, both in through and business.
 Respect & humility: to respect every individual and be humble in our
conduct.
 Introspection: leading to purposeful thinking.
 Openness: to be open and receptive to new ideas, knowledge and
information.
 Valuing and nurturing relationship: to build a long-term relationship.
 Simplicity & positivity: simplicity and positively in us through 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.

AREA OF OPERATION

The company operates 217 Big Bazaar stores, 170 Food Bazar stores,
among other format, in over 102 cities across the country, covering an
operational retail space of over 17 million square feet. As a focused entity
driving the growth of the group’s value retail business, future value retail
limited will continued to deliver more value to its costumer, supply partners,
stakeholder and communities across the country and shape the growth of
modern retail in India.

Cities where stores are located:

 Agra
 Ahmadabad
 Indore
 Lucknow
 Bangalore
 Mumbai
 Bangor
 Draper
 Panipat
 Allahabad
 Bhubaneswar
 Chennai
 Raipur
 Coimbatore
 Grava
 Hyderabad
 Pune
 Surat
 Mahi sure
 Thiruvananthapuram
 Vishakhapatnam

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OWNERSHIP PATTERN

Future Value Retail Limited is a wholly owned subsidiary of

Pantaloons Retail(India) Limited. This entity has been created keeping in
the growth and the current size of the company’s value retail business, led
by its formal division, Big Bazaar and Food Bazaar.

ABOUT THE BIG BAZAAR:

Total Number of Outlets - 217

Number of Cities covered - 102
Retail space under use 3 million square feet
Footballs - 12 core per year
Conversion rate -50%
Average bill per customer -700 Rs
Employees Strength - 12000
Investment planned – Rs 500 core
Targeted sales turnover – Rs 15000 by 2015
Retail space available – 17 million sq ft by 2015
Employee strength – 36000 by 2015

BIG BAZAAR:

At Big Bazaar Modi Para, Sambalpur (branch) customer can definitely

get the best product at better price. It sells variety of merchandise at
affordable rates, the prices which it clams are lowest. Usually the items are
clubbed together for offer to customers and it also offer weekend as well as
monthly discounts.

At Big Bazaar Super centre one can a find variety of Departments as shown
below:-

 FOOD BAZAAR
 GENERAL MERCHANDISE
 APPARELS OR FASHION @ BIG BAZAAR
 NEW BUSINESS DEVELOPMENT

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 DEPOT
 HOME BAZAAR
 NAVARAS
 ELECTRONICS

These department are managed by two departments they are:

OPERATIONAL DEPARTMENTS
SUPPORTING DEPARTMENT

Big Bazaar a part of the future Group is a marketing offering a huge array of
good quality for all at affordable prices, Big Bazaar with 215 outlets in a
different part of India is present in both the metro cities are well as in the
small towns. Big Bazaar has no doubt made a big name in the retail industry
of India. More over shopping here is future made a memorable experience
with the varied of discount on products as well as discount voucher
available in variety of amount like INR 2000, INR 3000, INR 4000, INR 5000
and INR 10000 on all Big Bazaar products and accessories.

The variety of product range in Big Bazaar Super center

This large format store comprises of almost everything required by people

from different income groups. It varies from clothing and accessories for all
gender like men, women and children. Playing, stationary, and toys,
footwear, plastics, home utility. Product, cosmetic crockery, home textile,
luggage, gift items, other novelties and also food product and grocery. The
added advantage for the customers shopping in Big Bazaar is that are all
discount and promotional offers going on in the Big Bazaar on its salvable
products.

Future group (India) Limited, is India’s leading retailer that operates

retail format I both the value and lifestyle segments of the India customer
market. Headquarters in Mumbai, the company operates over 7 million
square feet of retail space, has over 1000 stores across 53 cities in India and
employs over 25000 people.
The company leading format includes Pantaloons, a chain of
fashion outlets, Big Bazaar a uniquely Indian Hypermarket chain, food
bazaar, a supermarket chain, blend the look, touch and feel of Indian bazaar
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of modern retail like choice, convenience and quality and central, a chain of
seamless destination malls. Some of its other formats includes, Depot,
Shoes Factory, Blue sky fashion station, all. Top 10 bazaar and star and sitar.
The company also operates an online portal futurebazaar.com. Big Bazaar is
not just another store is it value for money proposition for the Indian
customers, at Big Bazaar, you will definitely get the best products at the best
prices that what they guarantee, with the ever-increasing array of private
labels, it has open the door into the world of fashion and general
merchandise including.
Home furnishing, utensils, crockery, cutlery, sport, goods and
much more at prices that will surprise you. And this is just the beginning. Big
Bazaar plans to add much more to complete your shopping experience.
Big Bazaar is a chain of hyper market India. Currency with more
than 100 stores. It is owned by the future retail India ltd. Future group it
follows the business model as Wal-Mart and has considerable success in
many Indian cities and small towns the idea was pioneered by entrepreneur
Inshore Binyamin, The CEO of future group.

Currently Big Bazaar are located moreover customer friendly ambiance and
the relating of products also make Big Bazaar one of the successful retail
companies in India.

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 ORGANISATIONAL STRUCTURE

Following is organisational hierarchy in Big Bazaar

Store Manager

Asst. Store Manager

Dept. Mgr. Mkt. Mgr HR. Mgr Info Sales Mgr.

Admn.

Asst. Dept. Mgr CSD Visual Maintenance Security

Merchandis
ing
Team Leader
Asst. Dm House Keeping Cashier

1. Store Manager

This is the highest position in the store, He is the father and

head of the family, He is the decision maker manager is the responsible for
both the top line responsibility is sales and the bottom line responsibility is
profit.

Role of Store Manager involves---

 Ensuring smooth operation of the store.

 Making plan to ensure highest profit for the store.
 Proper execution of plans.
 Deciding of offer/ deal for clearance of products.
 Conducting meeting for proper communication flow.

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2. Assistant store manager

There are three ASM’s in the store each ASM looks after 1 to 2
department of the store. The main function of the ASM is to assist the SM in
his targets and help achieve him the same.

3. Department manager

This designation is present for both functional departments as well

as the store department. A definite sales target is set for each department
and it responsibility of each DM to achieve the semen the DM’s of the
functional department are responsibility of the smooth operation of their
respective departments. There are 5 DM’s in the store.

4. Assistant department manager

As the name suggest, the man role of the ADM’s is to assist the DM’s
in their work. There are 8 ADM’s in the store.

5. Team Leader

Sometimes departments are divided into section and there is different

team’s appointment into look after three sections. Team leader are the
heads of such teams. There are total 105 TM’s and TL’s in the store.
6. Team Members
These comprise of almost 80% of total staff. They are the customer facing
members and their key role is to provide best service to the customer
pleasing personality. good communication skill and overall products
knowledge are the main requirement for this post.

FUNCTIONAL DEPARTMENT

The store operation is decided into various operations which are carried
out by the respective functional department.

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1. HUMAN RESOURCE DEPARTMENT

Human resource department deals with the following :

A. Manager recruitment:

Recruitment for the position of team members TL’s &sometimes

even ADMs is the done as the store by the HR head, SM &AMs. However, for
the recruitment for the higher post like DMs, ASMs & SM, the section is
done at the zonal office.
All candidates have to undergo have a selection process. This process
comp airs of the return test followed discussion morale play & the final
interview.

B. Manager Training & Development:

The main idea behind this program is to develop knowledge skill &
attitude required by an individual to perform adequately a given task. This
training program has been successfully improving the performance to the
employee & which in turn has the organisation performance, various
training programs along with the written test as each of the training level
have designed. They are cashier training, group philosophy, training on retail
business, value, sales training, policies, product knowledge etc.

C. Maintaining Employee Records

The personal information of each employee is maintained in the SAP.

Information related to leave, provident fund, gratuity, ESI, bonus, salary,
personal loans etc. Is the maintained by HR dept.
D. Deciding salary and wages:
The salary is finalized considering following facto
1. Current salary level
2. Qualification and experience
3. Level at which the job is offered
4. Existing salary levels in the organization
5. Market trends

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Various level is available to the employee like casual leaves, sick leaves,
earned leaves, maternity leaves, all-purpose leaves, paid holiday,
compensatory off and weak off.
E. Employee Welfare:

Every organization conduct welfare activities for the employee. The welfare
activities in Big Bazaar are unique by themselves.

Following are the welfare activities in the big bazaar

1. Award to staff that help in the pointing pilferage.

2. Cultural activities to provide scope for their hidden talents.
3. Birthday celebrations.
4. Long term service award.

2. LOGISTIC DEPARTMENT

The inventory level of the store has to be maintained to avoid any stock
outside is mainly concerned with the stock management in the store. They
maintain supply flow of required stock. The focus LD in on removing in
fulfilling customer demand in the real time.

The role of LD:

A. Safe & reliable transport in as much low price as possible.

B. Maintain contact with distribution teams (Truck, Train …) and track
where the material is.
C. Partnership with transportation from so that cost and transport can be
shared dose not occupy the whole truck space.
D. Merchandise received from the central warehouse or vendors are taken
to the store after undergoing the inward process. It refers to effective and
caution
Way of moving the merchandise from store warehouse to respective section
inside the store they have to be display and sold to the customers.

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3. VISUAL MERCHANDISING:

Visual merchandising department helps in educating the customer about

the product service in an effective and creative way while enabling a
successful selling process, effective visual merchandising helps in drawing
attention of the customer and helps them to match their needs.

Duties and responsibilities:

1. Communicate with the managers of the department stores to workout

floor layout and display point as well as how and what item are to be
displayed.

2. Design window or internal displays based on a theme style or trends of

advertising.

3. Dress mannequins & use appropriate lighting to display merchandise for

me best presentation possible.

4. Arrange signage and taking down the display after promotion.

This department not only deals promotional displays inside the adore
but also outside the store. Putting hoardings, which are very boards of are
setting the scene of what the customer will find inside the store is also
under the scope of usual merchandising department.

4. COMMERCE DEPARTMENT:
The role of commerce department refers to cashiering. Their
function includes cash management & cash shooing.

Cashier Process: It includes accepting the merchandising from the

customer, scanning it, creating the bill accepting the payment & finally
packing the merchandise for the customer.

The cashier should count total number of merchandise & compare it with
the bill. Then that number has to be noted on the bill copy.

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 The cashier accepts the payment for the bill in the form of cash, cards
& gift vouchers. Through point of sales software, total sales at point can be
determine. At the closing time the cashier had over the cash, credit notes,
gift voucher to the head cashier.

He verifies the amount with the sale amount to respective cashier

salary. Hence it is a job of great responsibility for the cashiers. The next
morning the cash is deposited in the bank.

5. ADMINISTRATION DEPARTMENT:

This is divided into following section;

Security service: The security personal is under contract basis. They are
security staff working for pantaloons retail India ltd (PRIL). The complete
store security & movement tracking are under their control.

House-keeping: Their man duty is to look after the clearness & overall
hygiene of the store. The admin manager creates checklists for the cleaning
schedules & the team member’s work in accordance to those checklists.

Packers: Proper packing of the sold goods is required before handing. It

over to the customer. Helpers to cashier are appointment to do this job,
packing the food items to be handled with care & other items all separately
is their job.

Loaders: Few people are appointed to load & unload merchandise from
trucks & cautiously transfer them to desire in the store.

Standard Operation Procedure: In this section various register are

maintained.

 Key movement register: The various store key mentioned by different

staff member. These people have to make entries in their register
regarding the keys they carry.
 Staff value declaring register: Every staff member while entering the
store has to declare the amount of cash with them. This is done to
minimize thefts with in the store.

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 Customer foot fall reports: This register is updated every hour. The
total number of customer that entered the store in that hour are
counted & noted down in this register.
 Staff’s Purchase Register: Entries are made in the register regarding the
purchase made by the staff members in the store.
 Staff grooming register: Entries regarding the appearance personal
hygiene presenting self and dress code of the team members are
made.

6. MAINTANCES & FACILITIES DEPARTMENT:

The functions of the dept, are:
 The check functioning of various items, like escalators. ACS frozen
selection, lighting equipment.
 In case of their manufacturing repairs have to be carried out as soon as
possible to ensure proper store operation.
7. IT DEPARTMENT:
The software used on PRIL showroom in retail enterprise manager
(REM) in the all the information conceding the product like name category,
bar code number, MRP, discount rate, net price etc are store.

SWOT ANALYSIS:

Strengths Weakness

SWOT

Opportunities Threats
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STRENGTHS

 High brand- equity in evolving retail market.

 State of art infrastructure of the Big Bazaar outlets.
 Point of purchase promotion to increase food increasing customer time
and available choice.
 Low price
 Customer service desk.
 Advertisement.

WEAK NESS

 Unable to meet store opening targets.

 Falling of revenue per square feet.
 Less store spaces.
 Unavailability of branded items.

OPPORTUNITY

 Organized retail is just 8% total pie of Indian market.

 Evolving customer preference in current year.
 Huge complexes offer shopping.

THREATS

 Competitors, global big players planning to foray into the markets.

 Government policies are not well-defined in emerging markets like India.
Unorganized retail market of India.

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 CHAPTER -III
Data analysis & Interpretation

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 TABLE – 1
GENDER OF RESPONDENTS:

SEX RESPONDENTS PERCENTAGE

60 60%

MALE
40 40%

FEMALE
100 100%

TOTAL

Source: collected data

FIGURE – 1

GRAPH FOR GENDER OF RESPONDENTS:

100
100
90
80
70 60
60
50 40
40
30
20
10 60% 40% 100%

0
MALE FEMALE TOTAL

RESPONDENT PERCENTAGE

INTERPRETATION

Above table show that 60% of the respondents are male and 40% of the
respondents are female.

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 TABLE-2

AGE OF RESPONDENTS:

AGE NO. OF RESPONDENT PERCENTAGE

Under-25 28 28%

25-35 35 35%

35-45 25 25%

45 & above 12 12%

Total 100 100%

Source: collected data

FIGURE-2

40
35
35

30 28
25
25 Under-25

20 25-35
35-45
15 12
45 & above
10

5
28% 35% 25% 12%
0
No. Of Respondent PERCENTAGE

INTERPRETATION
Above table show that 28% of the respondents fall under the age group
under 25. 35% of the respondents fall under the age group 25-35. 25% of
the respondents are under the age group 35-45 and 12% of the respondents
fall under age group 45 & above.

~ 25 ~
 TABLE-3

How Respondents came to know about Big Bazaar

Promotion No. of Percentage

customers (%)
80 80
Advertisement
12 12
Colleagues
references
4 4
Friends/Relatives
References
4 4
Any other specify
100 100%
Total

Source: Q.1 from questionnaire

FIGURE-3
No. of customers

Advertisement Colleagues references Friends/Relatives References Any other specify Total

INTERPRETATION:
From the above study it can be said that 80% of respondents came to know
about Big Bazaar from advertisement, 12% of respondents from colleagues
and 4% of respondent from Friends/Relatives Remaining 4% of respondents
from other.
~ 26 ~
 TABLE-4

How frequently Respondents visit Big Bazaar

Particular No. Of Percentage

Customers (%)
Once in a 30 30
Twice in a 43 43
week
Once in every 15 15
15 days
Once in a 12 12
month
TOTAL 100 100

Source: Q.2 from questionnaire

FIGURE-4
No. Of Customers

45
40
35
30
25
20
15
10
5
0
Once in a Twice in a week Once in every 15 days Once in a month

No. Of Customers

INTERPRETATION
From the above study 30% of respondents visit once in a week ,43% of
respondents visit twice in a week and 15% respondents visit every 15 days
remaining 12% of respondents visit every month.

~ 27 ~
 TABLE-5
Respondents main purpose of purchase
Particular No of Percentage
respondents (%)
Personal 71 71
usages
To gift 19 19
Any other 10 10
TOTAL 100 100

Source: Q.3 from questionnaire

FIGURE-5
No of respondents
80

70

60

50

40

30

20

10

0
Personal usages To gift Any other

No of respondents

INTERPRETATION
From the above table we can conclude that the majority of
respondent i.e. 71% purpose for personal usages, 19% to gift and
remaining 10% any other.

~ 28 ~
 TABLE-6
Which category of products Respondents buy most at Big
Bazaar

Particular No. of
respondents Percentage
(%)

Food items 45 45

Clothes 33 33

Electronics 20 20

Any other pl. specify 02 2

Total 100 100

Source: Q.4 from questionnaire

FIGURE-6

No. of respondents

45
40
35
30
25
20 No. of respondents

15
10
5
0
Food items Clothes Electronics Any other
pl. specify

INTERPRETATION
From the above study it can be said that 45% of respondents buy food
items, 33% of respondents buy clothes and 20% of respondents buy
electronic,2% of respondents other.
~ 29 ~
 TABLE-7

Respondents prefer to go in Big Bazaar with

Particular No. of Percentage

respondents
28 28
Family
members
13 13
Spouse
55 55
Friends
04 4
Others
100 100
ṬOTAL

Source: Q.5 from questionnaire

FIGURE-7

No. of respondents

Family members Spouse Friends Others

INTERPRETATION
From the above study it is learnt that 28% of respondents goes to Big
Bazaar with family, 13% of respondents with spouse and 55% of respondents
with friends and remaining 4% with others.

~ 30 ~
 TABLE-8
Which mall respondents like the most in the city

Particular No. of Percentage

respondents (%)
Big 60 60
Bazaar
Spencer 15 15
Reliance 12 12
Easy day 13 13
TOTAL 100 100

Source: Q.6 from questionnaire

FIGURE-8
No. of respondents

100

90

80

70

60

50

40

30

20

10

0
Big Bazaar Spencer Reliance Easy day TOTAL

No. of respondents

INTERPRETATION

From the survey it is observed the 60% of respondents like Big

Bazaar, 15% of respondents like spencer, 12% of respondents like reliance,
and only 13% of respondents like to buy at easy day.

~ 31 ~
 TABLE-9

Respondents reason behind purchasing in Big Bazaar

Particular No. of Percentage

respondents (%)
10 10
Goods
behaviour
over products
76 76
Reasonable
price
12 12
More
offers
02 2
Any other
100 100
TOTAL

Source: Q.7 from questionnaire

FIGURE-9

No. of respondents

100

80

60

40

20

0
Goods Reasonable More offers Any other TOTAL
satisfaction price
over products

No. of respondents

INTERPRETATION
From the study it is observed that 10% of respondents purchase for good
behaviour over products ,76% of respondents for reasonable price,12% of
respondents for more offers and 2% purchase for any other reason.

~ 32 ~
 TABLE – 10

Respondents rate of pricing products at Big Bazaar

Particulars No. of Percentage

respondents (%)
Expensive 9 9
21 21
Competitive
Affordable 36 36
Reasonable 34 34
TOTAL 100 100

Source: Q.8 from questionnaire

FIGURE-10

No. of respondents

Expensive
Competitive
Affordable
Reasonable

INTERPRETATION
From the above study it is clear that 9% of respondents rate the price
expensive ,21% of respondents competitive and 36% of respondents
affordable and 34% of respondents rate the price reasonable.

~ 33 ~
 TABLE- 11

Why Respondent prefer to shop in Big Bazaar

No. of Percentage
Particular respondents (%)
Availability of 16 16
adequate stock
Convenience of 21 21
location and
timing
Offers & 36 36
discount
Variety of 27 27
products
TORAL 100 100

Source: Q.9 from questionnaire

FIGURE-11

No. of respondents

Availability of adequate stock

Convenience of location and

timing
Offers & discount

Variety of products

INTERPRETATION
From the above study it is apparent that 16% of respondents prefer Big
Bazaar for availability of adequate stock,21%of respondents for convenience
of location and timing, and 36% of respondents for offers and discounts,27%
of respondents prefer for variety of products.

~ 34 ~
 TABLE-12

Respondents would like to get more facility at Big Bazaar

Particular No. of Percentage

respondents (%)
Membership 18 18
card
Discount card 53 53
Free packing 09 9
offers
Lucky draw 20 20
TOTAL 100 100

Source: Q.10 from questionnaire

FIGURE-12

No. of respondents

60

50

40

30

20

10

0
Membership card Discount card Free packing offers Lucky draw

No. of respondents

INTERPRETATION
From the data specified it ca n be said that, 18% of customers are interested
in membership card, where as 9% are interested in parking offers,20% are
Bis interested in lucky draw but more than half are interested in discount
card i. e53% by this we can say that most of the customers prefer to have
discount cards at Big Bazaar.

~ 35 ~
CHAPTER -IV
 FINDINGS
 SUGGESTIONS
 CONCLUSION

~ 36 ~
From the response of 50 customers the finding can be listed as:

As per the findings, all are aware of Big Bazaar. We can say that Big
Bazaar have good place in the minds of the customers.

As per the findings 60% of male customer are come to Big Bazaar for
shopping.

The customer who were mainly in the age group of 26-35 year are
shopping at Big Bazaar.

It has been found that majority of respondents come to know about the
Big Bazaar through friends/relative’s references and advertisement only.
So, we can that the word of mouth and advertisements are playing a very
important role when customers shopping at Big Bazaar.

As per the findings, majority of the respondents are visiting Big Bazaar
twice in a week. By this we can say that most of the customer are coming
to Big Bazaar regularly.

As per finding, majority of the respondents are purchasing for the

purpose of personal use/ consumption only.

As per the finding, majority of the respondents are interested to

shopping at clothes.

Most of the customers prefer to come to Big Bazaar with friends, and
customers motivated by them to purchase.

Majority of the respondents are interested to visit Big Bazaar when

compared to other malls.

As per findings, majority of the customers choose the Big Bazaar for
availability of the product as well as reasonable price.

Majority of the customer rate pricing in Big Bazaar as affordable.

~ 37 ~
 RECOMMENDATIONS

An attempt has been made to suggest to the Big Bazaar a few measures.
These suggestions have been made with the preview of data available.

1) The company should go for more promotional activities rather than the
TV, advertisement, hoarding and newspapers.

2) The company should conduct the periodical meeting with customers and
take their valuable suggestion.

3) The company should adopt the policy of discounts cards and gift to
customers while purchasing the products.

4) Innovative packaging can give the company an advantage over

competitors.

5) Innovative efforts must be launched to improve the position through

better marketing strategies.

6) The store staff should be trained adequately so as to “convince” the

potential buyer, because their job performance can have great impact on
sale of a product.

7) Most of the customer belongs to age group of 25 – 35 years. So, company

has to concentrate more on those people to enhance the sales.

8) Moreover, the company has to concentrate more on the consumers of

age group of more than 35 years to bring them into the folds.
~ 38 ~
 CONCLUSION

Consumer’s behaviour is often studied because certain decisions are

significantly affected by their behaviour or expected actions. For this reason,
consumer behaviour is said to be applied a discipline.

 In a general sense, the most important reason for studying consumer

behaviour is the significant role it plays in our lives. Much of our time is
spent directly in the market place, eating or engaging in other activities.
A large amount of additional time is spent on thinking about product
and services, talking to friends about them, seeing or hearing
advertisement about them significantly influence how they live their
daily lives. These general concerns alone are enough to justify our study
of consumer behaviour. However, many seek to understand the
behaviour of consumer for what are thought to be more immediate and
tangible reasons.
 The main reason behind this project was to find out the behaviour of
the consumer buying while shopping at mall because most of the
population surveyed preferred to shop at mall and day by day the
consumers demands are increasing through this project. I came to know
that what are the various behaviour of a typical customer who shop at
mall.

~ 39 ~
ANNEXURE
 BIBILOGRAPHY
 QUESTIONNAIRES
 RESPONDENT LIST

~ 40 ~
 BIBLIOGRAPHY

BOOKS
Consumer behaviour: Schiffman and kanuk, Prentice hall India, New Delhi
The Principal of marketing: Philip Kotler
Consumer behaviour (data Mc. Graw hill, 4th edition): Louden D.L & bitta
delia
Research Methodology (New age International publication. 2nd revised
edition:
C.R. KOTHARI

Websites:
 www.bigbazaar.com
 www.futuregroup.com
 www.futurebazaar.com
 www.scribd.com
 www.google.com
 www.wikipedia.com

~ 41 ~
 QUESTIONNAIRES

Respected Sir/ Madam

I am a student, Pursuing B.Com in RAJENDRA (AUTO) COLLEGE

BALANGIR. I am doing a project on CONSUMER BEHAVIOUR TOWARDS BIG
BAZAAR – A CASE STUDY OF SAMBALPUR TOWN. I request you to
operate in any my research study by kindly filling of the following
questionnaire.

Q1. How did you come to know about Big Bazaar?

a) Advertisement
b) Colleagues references
c) Friends/ Relatives references
d) Any other specify
Q2. How frequently do you visit Big Bazaar?

a) Once in a week
b) Twice in a week
c) Once in every 15 days
d) Once in a month
Q3. What is the main purpose of purchase?

a) Personal usages
b) To gift
c) Any other pl. specify
Q4. Which category of products do you most at Big Bazaar?

a) Food items
b) Clothes
c) Electronic
d) Any other pl. specify
Q5. You prefer to go in Big Bazaar with?
a) Family members
b) Spouse
c) Friends
d) Others
~ 42 ~
Q6. Which mall you like the most in the city?

a) Big Bazaar
b) Spencer
c) Reliance
d) Easy day
Q7. What is the reason behind purchasing from Big Bazaar?

a) Good behaviour over products

b) Reasonable prices
c) More offers
d) Any others
Q8. How do you rate the pricing the product at Big Bazaar?

a) Expansive
b) Competitive
c) Affordable
d) Reasonable
Q9. Why do you prefer to shop in Big Bazaar?

a) Availability of adequate stock

b) Convenience of location and timing
c) Offers and discount
d) Variety of products
Q10. What more facility would you like to get at Big Bazaar?

a) Membership card
b) Discount card
c) Free packing offers
d) Lucky draw offers

~ 43 ~
 RESPONDENT DETAILS
SL.NO NAME GENDER ADDRESS
1 DHABALESWAR M DHANUPALI,
MEHER SAMBALPUR
2 TRILOCHAN MEHER M CHOWHAN
COLONY
3 BENUPANI GHADEI M JHADUPADA,
SAMBALPUR
4 SURAJ SAHU M BHUDARAJA,
SAMBALPUR
5 PRASANTA THANDKA M KHETRAJPUR,
SAMBALPUR
6 LAXMIPRIYA MEHER F BAREIPALI,
SAMBALPUR
7 JASODA MEHER F DURGAPALI,
SAMBALPUR
8 RINA SAHOO F AINTHAPALI,
SAMBALPUR
9 BASANTI MEHER F MADHUPUR,
SAMBALPUR
10 ANIKET AGRAWAL M REMED CHOWK,
SAMBALPUR
11 SUSAMA GHADEI F MALI PALI,
SAMBALPUR
12 SUBHANKAR M MODI PADA,
MAHANA SAMBALPUR
13 SOROJINI RANA F JOGI PALI,
SAMBALPUR
14 PRAMOD MEHER M MODI PADA,
SAMBALPUR
15 DURGA BAG M G.M. CHOWK,
SAMBALPUR
16 SHAMBHU NAG M KHETRAJPUR,
SAMBALPUR
17 BIMAL K. SAHU M AINTHAPALI,
SAMBALPUR

18 DINGRA MEHER M JOGI PALI,

SAMBALPUR
19 UPENDRA MEHER M REMED CHOWK,
SAMBALPUR
~ 44 ~
20 BISESWARA GHADEI M G.M. CHOWK,
SAMBALPUR
21 ARPAN NAG M JOGI PALI,
SAMBALPUR
22 KAPILAS HOTA M DHANUPALI,
SAMBALPUR
23 SANI SAHOO F MODI PADA,
SAMBALPUR
24 ASHOK SA M AINTHAPALI,
SAMBALPUR
25 DINESH SA M MADHUPUR,
SAMBALPUR
26 SONALI SAHU F BHUDARAJA,
SAMBALPUR
27 MANJU MEHER F KHETRAJPUR,
SAMBALPUR
28 SAGARIKA PARIDA F BAREIPALI,
SAMBALPUR
29 SABITA MEHER F DHANUPALI,
SAMBALPUR
30 SUBHAM AGRAWAL M JOGI PALI,
SAMBALPUR
31 SUMAN MAHARANA M MODI PADA,
SAMBALPUR
32 DEBARAJ MAHANA M CHOWHAN
COLONY,
SAMBALPUR
33 GYANA RANJAN M KHETRAJPUR,
GHADEI SAMBALPUR
34 DILIP JOSHI M MADHUPUR,
SAMBALPUR
35 MAMATA MEHER F MODI PADA,
SAMBALPUR
36 SUNAPHULA SINGH F CHOWHAN
COLONY,
SAMBALPUR
37 GULAPHULA F MALI PALI,
SHARMA SAMBALPUR
38 PINKU MEHER M REMED CHOWK,
SAMBALPUR
39 MANOJ JAIN M MALI PALI,
SAMBALPUR
~ 45 ~
40 HIMANSU MISHRA M MALI PALI,
SAMBALPUR
41 GOPAL SINGH M CHOWHAN
COLONY,
SAMBALPUR
42 MADHUSMIT F JHADUPADA,
MAHAKUD SAMBALPUR
43 SIBANI SAHOO F BHUDARAJA,
SAMBALPUR
44 BIPLAB SETHI M REMED CHOWK,
SAMBALPUR
45 RASMI SETHI F MALI PALI,
SAMBALPUR
46 SEETAL BAG F AINTHAPALI,
SAMBALPUR
47 PURNA SAHU M JOGI PALI,
SAMBALPUR
48 DINA MEHER M REMED CHOWK,
SAMBALPUR
49 SAMIR SAHU M BAREIPALI,
SAMBALPUR
50 DINESH BARIK M DURGA PALI,
SAMBALPUR

~ 46 ~
~ 47 ~