A

SUMMER internship PROJECT(SIP)REPORT

ON the Topic

“ A STUDY ON THE CUSTOMER PREFERANCE AND

PERCEPTIONS ON INDIAN BIG BAZAAR ”
Submitted to BRM Institute of Management and
Information Technology (BRMIMIT) in partial
fulfilment of the requirement for award of the Master of
Business Administration (MBA) degree under BPUT,
Raurkela

Submitted By
Name : PRAVAT KUMAR DAS
Regd. No: 2306276009

Under the guidance of

Faculty, BRMIMIT

Smart campus , Kaushalyaganga ,Bhubaneswar-751002

 DECLARATION

I do hereby declare that the Summer report

report entitled, “PRAVAT KUMAR DAS to
BRMIMIT in partial fulfilment of the requirement
for the award of MBA, is a record of original
research work done by me during the period of my
study (2023-25) in the Department of Management,
BRMIMITs, Bhubaneswar , affiliated to BPUT
that this Summer report has not been submitted
anywhere else for any other degree/diploma.

Date: - 11/06/2024 Signature of student

DATE :
11/06/2024
 CERTIFICATE

TO WHOMSOEVER IT MAY CONCERN

This is certify That MR PRAVAT KUMAR DAS

(2306276009) From “BRM” Institute of
Management and Information Technology, MBA
student in the year 2023-2025 has done project
work the marketing department at Big Bazaar,

He has completed has project work

satisfactorily,
CHAPTERS TITLES PAGE NO.
EXECUTIVE SUMMRARY 1

1 INTRODUCTION 2-14

1.1 INTRODUCTION 3

1.2 INDUSTRY PROFILE 4-6

1.3 COMPANY PROFILE 7-8

1.3.1 PROMOTERS 9
1.3.2 VISION, MISSION & QUALITY POLICY 9

1.3.3 PRODUCTS/SERVICES PROFILE 10

1.3.4 AREA OF OPERATION 10

1.3.5 INFRASTRUCTURE FACILITY 11

1.4 COMPETITORS’ & INFORMATION 11-12

1.5 SWOT ANALYSIS 12-14

1.6 FUTURE GROWTH AND PROSPECTS 14

2 CONCEPTUAL BACKGROUND AND 15-22

LITERATURE REVIEW

2.1 THEORETICAL BACKGROUND OF THE STUDY 16-17

2.2 LITERATURE REVIEW WITH RESEARCH GAP 18-22

3 RESEARCH DESIGN 23-26

3.1 STATEMENT OF THE PROBLEM 24

3.2 NEED FOR THE STUDY 24

3.3 OBJECTIVES 24

3.4 SCOPE OF THE STUDY 24

3.5 RESEARCH METHODOLOGY 24-25

3.6 HYPOTHESIS 25

3.7 LIMITATIONS 25

3.8 CHAPTER SCHEME 25-26

 4 ANAYSIS AND INTERPRETATION 27-54

4.1 DATA,ANALYSIS,INTERPRETATION 28-53

4.2 STATISTICAL TOOLS RESULTS 54

5 FINDINGS,CONCLUSION AND SUGGESTIONS 55-58

5.1 SUMMARY OF FINDINGS 56

5.2 SUGGESTIONS/RECOMMENDTIONS 57

5.3 CONCLUSION 58

BIBLIOGRAPHY 59-60

ANNEXTURE-1 QUESTIONNAIRE 61-64

TABLE OF CONTENTS LIST OF TABLES

TABLE NOS. PARTICULARS PAGE NOS.

4.1 Table showing age of the respondents 28

4.2 Table showing monthly income 29

4.3 Table showing how many times you visit Big Bazaar 30
in a month

4.4 Table showing ambience and parking of Big Bazaar 31

4.5 Table showing behaviour of staffs in Big Bazaar 32

4.6 Table showing EDLP strategy at Big Bazaar 33

4.7 Table showing behaviour while watching ads of Big 34

Bazaar
4.8 Table showing reaction towards offers & discount of 35
Big Bazaar

4.9 Table showing that the most purchase item is 36

purchased by consumer

4.10 Table showing consumer likes to visit Big 37

Bazaaralong with

4.11 Table showing reason for choosing Big Bazaar 38

4.12 Table showing consumers satisfy with duration of 39

billing at time of payment

4.13 Table showing signageboards help the consumers 40

4.14 Table showing that consumers refer his friends of 41

relatives to visit Big Bazaar

4.15 Table showing that the consumers ever faced the 42

unavailability of products

4.16 Table showing that Big Bazaar provides free space to 43

move around

4.17 Table showing the overall experience of the 44

consumers in Big Bazaar is good

4.18 Table showing that the Big Bazaar provides all kinds 45
of payment modes

4.19 Table showing products availablefor all level of 46

income people

4.20 Table showing satisfaction levelof consumers 47

4.21 Table showing security at Big Bazaar is good 48

4.22 Table showing that customer ask suggestions while 49

decision making

4.23 Table showing Big Bazaar resolving customer 50

queries

4.24 Table showing that is the staff of the Big Bazaar 51

communicates in the language which is understands
by the consumers
 4.25 Table showing Big Bazaar should modify on their 52
store layout which can help the customers more to
find out product easily

4.26 Table showing Cleanliness of the Big Bazaar 53

LIST OF CHARTS

CHART NOS. PARTICULARS PAGE NOS.

4.1 Chart showing age of the respondents 28
4.2 Chart showing monthly income 29
4.3 Chart showing how many times you visit Big Bazaar 30
in a month
4.4 Chart showing ambience and parking of Big Bazaar 31
4.5 Chart showing behaviour of staffs in Big Bazaar 32
4.6 Chart showing EDLP strategy at Big Bazaar 33
4.7 Chart showing behaviour while watching ads of Big 34
Bazaar
4.8 Chart showing reaction towards offers & discount of 35
Big Bazaar
4.9 Chart showing that the most purchase item is 36
purchased by consumer
4.10 Chart showing consumer likes to visit Big 37
Bazaaralong with

4.11 Chart showing reason for choosing Big Bazaar 38

4.12 Chart showing consumers satisfy with duration of 39
billing at time of payment
4.13 Chart showing signageboards help the consumers 40
4.14 Chart showing that consumers refer his friends of 41
relatives to visit Big Bazaar
4.15 Chart showing that the consumers ever faced the 42
unavailability of products
4.16 Chart showing that Big Bazaar provides free space to 43
move around
4.17 Chart showing the overall experience of the 44
consumers in Big Bazaar is good
4.18 Chart showing that the Big Bazaar provides all kinds 45
of payment modes
4.19 Chart showing products availablefor all level of 46
income people
4.20 Chart showing satisfaction levelof consumers 47
4.21 Chart showing security at Big Bazaar is good 48
4.22 Chart showing that customer ask suggestions while 49
decision making
4.23 Chart showing Big Bazaar resolving customer queries 50

4.24 Chart showing that is the staff of the Big Bazaar 51

communicates in the language which is understands
by the consumers
4.25 Chart showing Big Bazaar should modify on their 52
store layout which can help the customers more to
find out product easily
4.26 Chart showing Cleanliness of the Big Bazaar 53
EXECUTIVE SUMMARY

It is very true that “Customers are king of the market”. Without a customer, a shop, a market
or a business is nothing. So it is very important to take care of consumer’s behaviour. As per
the topic of the report, it talks about the consumer behavior, preference & their choices.
According to survey, it is found that behavior of the consumer’s changes according to the
different situation like products availability, infrastructure of the stores, staffs behavior in the
store. E.g. If infrastructure of the store is well designed, then consumer thinks products will
also good.

The research based on review completed on consumer of hypermarket called as Big Bazaar for
6 weeks. The market where many varieties of products are available in a single roof which is
very attractive for the consumers. In early days they were facing problems like they had to
visit more than one store to buy the products for them to fulfill their needs & wants. But now
consumers get every product under one roof. So they like this marketing strategy because it
saves their time and efforts.

Big Bazaar is come to existence in India since 1994. My research is based on the behavior of
the consumers towards the Big Bazaar i.e. either they satisfy with Big Bazaar or not. After the
study on consumer behaviour, it is found that consumers can change their decision after
entering into the store. Knowing behaviour of customers means to increase efficiency increase
profits and rectify if any lags. Customers want more variations and changes day by day. They
want more technology to use in marketing. According to survey, it is found that customers like
and dislikes related to products helps to improve the store.

The reason behind this study is to understand the mindset of consumers while buying any
products. This market research will definitely help to recognize current consumers taste &

satisfaction , higher will be revenue. behavior. It also helps to estimate consumer’s future

demands and needs. Higher customer

1
 CHAPTER 1 INTRODUCTION

1.1 INTRODUCTION

The internship is undertaken at BIG BAZAAR for 6 weeks at Bokaro, Jharkhand. The project
is done on the topic “A Study on Consumer Behavior with reference to Big Bazaar “during
final semester of MBA conducted by Visvesvaraya Technological University (VTU).

Consumer behavior defines the behavior in which consumer’s exhibit in searching, purchase,
evaluation and disposing of product & services. There are several factors which depend on
consumer behavior like age, gender, region, references, motivation, culture, etc. The internship
targets the consumers in the Big Bazaar to know the behavior of each consumer while the
process of buying products. The motive of this internship is to develop interpersonal skills and
communication skills to attract the people.

The study on consumer behavior plays very crucial role in department of marketing for any
organization. Without consumer behavior, estimation and forecasting will be very difficult that
what consumer want what type of need they have. This topic reveals the secret of answers of
questions like why, when, how, where and which related to products. Consumer behavior
helps to know variety of taste and preference of the consumer.

2
1.2 INDUSTRY PROFILE

Retailing is the distribution process in which products are provided to the consumer for
consumption. It consists sales of merchandise or goods from a location which is fixed, like as
a department store. Retailing also includes the service called subordinated service, such as
delivery of products to the customers. In retailing the retailers are buys the products or the
goods from the manufactures or the importers in a bulk, either through directly or through the
wholesalers, and then the retailers sells the products in a smaller quantities to the end users for
consumption. Retailers are the last step of the supply chain for delivering the products. The
retail sector is categories in two categories which are called organize category of retailing or
the other one is unorganized category of retailing. In India, majority of retail stores are
unorganized. Currently, organized retail sector is increasing day by day which is good for the
nation like India. The retail sector motive is to change the lifestyle of the Indian customer.

BENEFITS OF RETAIL INDUSTRY:

 Improves efficiency in Retail stores:
 Enhances customer satisfaction.
 Production is more.
 Cost saving
 Strong customer database.
 Reduce paperwork.
 Profit generation.

Retailing and retailers are most important elements in marketing. Various products are sold
under retails. In retailing, India reached US $ 53 billion by 2018 in whole world .Retailers

3
reported $3.53 trillion sales in last year and expected 12% in 2018 . India has the highest
rising retail markets in world having 1.2 billion people.
Indian retail groups are Pantaloon, Shoppers Stop, Spencer’s, reliance, Bharti, Birla, Tata
Trent, Lifestyle retail, Future group, Nyssa Retail etc,. India expected revenues of US $ 700
billion by 2020. India ranked first in the global retail development index 2017.
Retailing contributes 10% to the GDP and around 8% to the employment for the country India.
India ranked 5th in the field of retail space.

Here is small presentation of retail industry

CONSUMER
DURABLES 4.87 %
CLOTHING
&TEXTILE9.3%

HOME DÉCOR
3.04%

FOOTWAER
1.05 % RETAIL INDUSTRY

BOOKS %
MUSICS 0.84%
BEAUTY
CARE 2.20% FOOD AND
BEVERAES 74.41%

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CHALLENGES FACED BY INDIAN RETAIL INDUSTRY

 One of the major challenges is lack of retail space.

 Difficult to find trained person who have knowledge of how to handle retail sectors.
 Competition among organized retailers and unorganized retailers is very high.
 Government rules and restriction are also creating a burden to the retail sectors.
 Tax system of government.
 Lack of new technology which adds more value to their retail business.
 Approval of foreign investment is not easy.

5
1.3 COMPANY PROFILE

“BIG BAZAAR “is an Indian retail store established in 2001 by founder Kishor Biyani under
his parent organization Future Group. There are around 250 stores in over 120 cities and
towns across India. Its headquarters in Maharashtra, Mumbai, India. The punch line of Big
Bazaar is “Isse Sasta or Accha Kahin Nahi”. It has currently 106 outlets. The size of Big
Bazaar approxmetely 50000 sq ft. Big Bazaar is a place where provides best products at best
prices. It is also called as big sized Indian Mundi. First food bazaar format added as Shop In
Shop within Big Bazaar in year 2002.

General categories in Big Bazaar are food, groceries, apparels, furnishing, and consumer
durables. It targets basically higher and upper middle class consumers and also working
women. The promotion strategy of Big Bazaar are very unique and attractive like “Saal Ke
Sbse Saste Teen Din”, future card (3% discount), shakti card, brand promotion by MS
DHONI, Exchange offer, weekends discounts. In starting phase Big Bazaar was focusing to
provide fashionable products to the consumers such as apparel, accessory, merchandise and
cosmetic. After that Big Bazaar added food& furniture bazaar as well as electronic bazaar. Big
Bazaar success credits goes to only one man Mr. Kishore Biyani, CEO of future group. Big
Bazaar is well designed and large infrastructure including different kinds of products in
different selves and racks.

BORAD OF DIRECTORS:

 Kishor Biyani, Managing Director

 Gopi Kishan Biyani, Whole time Director
 Mr. Rakesh Biyani, CEO-Retail
 Ved Prakasharya, Independent Director
 Mr. Shailesh Hari Bhakti , Independent Director
 Mr. S Doreswamy, Independent Director

6
 Dr. D . O. Koshy, Independent Director

HISTORY:

 2001: Future group establish three Big Bazaar in Kolkata, Bangalore, and Hyderabad
between gap of 22days.
 2002: Launched Big Bazaar – ICICI Bank card.
 2003: Launched store in Nagpur and also welcomes its 10 million customers at Gurgaon
store which is recently opened.
 2004: Big Bazaar got retailer of the year award.
 2005: Big Bazaar introduces a new shopping program which is very unique, the Big
Bazaar Exchange Offer.
 2007: Raise funds for “Save The Children India”. They initiate the campaign called
“Power OF One”.
 2008: Fashion @ Big Bazaar comes. Mahendra Singh Dhoni and Asin were chosen as the
brand ambassadors for Big Bazaar.
 2010: In this year, Wins CNBC Awaaz Consumer award .Vidya Balan WAS BRAND
EMBASSADOR at that time.
 2011: They launched new logo having new tag line “Nayein India Ka Bazaar”.
 2012: Did partnership with Disney.
 2013: Came up with April Utsav and a membership program ”Big Bazaar Profit Club” .

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1.3.1 Promoters:

 Dharmendra Kumar Jain: Business man 6years of experience.

 Amit Tekriwal: Managing partner & Director of Amit Reality Pvt Lmt -15years of
experience
 Madan Lal Jain : Managing partner in Bokaro timber and CEO Sri Jayanti udyog

1.3.2 Vision, Mission and Quality Policy:

VISION: “To deliver everything everywhere, every time to every Indian consumer in the most
profitable manner.”

MISSION:

 Creating and executing future scenarios in the consumption space leading to economic
development
 Be the trend setters in evolving delivery formats, creating retail reality, making
consumption affordable for all customer segments.

QUALITY POLICY:

 The main policy of big bazaar to provide good class of products to the customer within
single roof and satisfy the customer need and want.
 Big Bazaar has promised to their customer to meet their demands of products and
services in continuous basis without any type of delay.
 Big Bazaar adopted a new technology to maintain their quality of the products and
services to satisfying the customers.
 Big Bazaar trained their employees and improves the products and service quality
according to the customer’s feedback about the products and service delivered to them.
 Big Bazaar is available for their service 365 days.

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 1.3.3 Products/Service Profile:

 Apparels: All types of clothes available like party wear, ethnic wear,etc.
 Food Products: All types of foods available, snacks and tea also available.
 Farm Products: seasonal fruits and vegetables, dairy products etc available.
 Chill Station: All types of drinks available like juices,soft drinks,cold drinks etc.
 Home & Personal Care: Home products like shampoo ,detergents provided.

1.3.4 Area of Operation:

Big Bazaar takes care of their overall operation to compete with their competitors. It is
very important for any business to take care of their operation area otherwise the
competitors take their place, no single mistakes is acceptable in business.

The major operation areas of big bazaar are:

 MERCHANDISE OPERATION: Here customers are analyzed to know their needs and
wants for supplying the products. Managing products in each floor by the products from
different manufacturer and sell them.
 LAYOUT OPERATION: Big Bazaar has done effective use of their interior design to
attract the customers.
 OFFERS: Big Bazaar always gives special offers to customers to retain them.
 CUSTOMER SERVICE: Big Bazaar provides best service to customers in packaging,
complains, delivery etc. which leads to good feedback.
 EMPLOYEE MANAGEMENT: Big Bazaar teaches the employees how to treat
customer friendly to get attention and also they hire best talented peoples.

1.3.5 Infrastructure facility:

The infrastructure facilities of big bazaar are so attractive which enhance the shopping
experience of the consumers as well as the employees who worked. Big Bazaar provides
the facility of parking, facility of rest rooms, facility of baggage counter, and trail rooms
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 facility for the both men and women etc and for their employees they provide the facility
like canteens, fun zone where different types of games and events are conducted for them,
big bazaar also provide the changing room facility for their employees.

Big Bazaar has three flours and these flours are divided into three levels according to the
nature of the products. There are twenty one departments are available inside the flours.
Because the store is very big so it has large products range and the depth.

In Big Bazaar store whenever the customers get inside they can get all products available
i.e. food items, electronics, men’s apparels, furnishings, cosmetics, ladies apparels,
utensils, luggage, and footwear. Because of this much items they carry they attract the
customers very easily.

1.4 COMPETITORS INFORMATION

 D-MART: It is established in 2005. It is private company. It handles various
Departmental stores and headquarter is in Mumbai.
 RELIANCE: It is an Indian company basically focused into petrol, media, textiles, retail
etc. It is second largest company in India.
 SPENCER’S: It is chain of retail stores .The headquarters is located in Kolkata. The
Spenser’s is based on food first format. The main motive is to provide fresh and packaged
food.
 ADIDAS: It is a multinational corporation since 1949 founded and head quarter in
Germany that designs and manufactures shoes, clothing, and accessories.
 WALMART: It is American multinational retail business operate chain of hypermarket,
discounted stores & groceries store.
 FOOD WORLD: Headquarter is situated in Bangalore. It is based on subsidiary
Business established in 1996.
 ALLEN SOLLY: It basically provides the fashionable products such as shirts, T shirts ad
jeans.
 HYPERMARKET: A combined store of department store and groceries and
accessories.
 LOCAL STORES: These are the small stores beside roads or malls which provide daily
usage of products in affordable price.

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 1.5 SWOT ANALYSIS

Strength

 Products available under one roof: One of the main strength of big bazaar is that
varieties of products are available in single roof which adds a value to the company.
 Pricing strategies: Different kinds of pricing strategies used by the company for
attracting the customers like everyday low pricing, high low pricing, bundle pricing.
 High Sales: The high margin of sales is strength for the company. They create large
sales in less time.
 Ability to invest: Big Bazaar is a subsidiary of future group which has strong financial
background to invest more in launching new stores with different products segment.
 Large retail chain: The retail chain of big bazaar is strength of them. They have large
retail stores.
 Discounts and offers: The ability of providing discounts and offers to the consumers
and still earning profits is strength for the company. Because customers attracted by
offers only.
 Infrastructure is good: The attractive infrastructure of big bazaar helps to attract more
customers which is a plus point for them. The designed layout of the infrastructure is
unique which adds value to the company.
 High brand equity: Through promotions and marketing ,big bazaar creates high brand
equity about their products and which is strength for them.

Weaknesses

 Targets middle class: Big Bazaar only focused on middle class and upper middle class
people & ignores upper class people who can pay more for products.

11
  Perception of low price: Big Bazaar mostly attract the customers through low price
strategy because of this the perception comes into the minds of the consumers that if the
products have low price than the quality also have low.
 Offers time very overcrowded: Big Bazaar is unsuccessful to manage the crowd at
offer times.
 Queues are very long at billing counters: At the time of payment the customers are
sometimes frustrated due to long process and long queues at billing counter.
 Lack of well trained employees: One of the major weaknesses of big bazaar is lack of
well trained employees who handled the customers problem and resolve them.

Opportunities

 Demand of organized retail in India: Day by day, demand of organized retails are
increasing which is act as opportunity for Big Bazaar.
 Increasing mall culture in India: In India, people got crazy about malls and it became
a trend to shop like a competition .So, it a opportunity to grab this mentality of people.
 People like this strategy under one roof: All products available one roof which gives a
good reviews to the Big Bazaar. So Big Bazaar should take this opportunity and became
it grand.
 Tie – up with other new company: Tie up with other company helps to expand any
business. So Big Bazaar should also think about this strategy of tie up business.

Threats

 International retailers: FDI rule are coming to India very fastly, so Big Bazaar should
be take care of international brands and retails because they have the ability to grab
place in Indian minds.

 Unorganized retails: Small retails still take place in Indian minds. Their position in
their minds is very strong not easily replaced by some big brands like Big Bazaar.
 Government rules: Some Government rules create problems for business man or
retailers like Tax related, Gst etc.

12
  Competition from other retailers: It is a general problem for all brands that having
competition with nearby or local or other retailers.

1.6 FUTURE GROWTH AND PROSPECTS

The future group CEO MR. Kishore Biyani is going to invest 500cr for expanding their retail
sector this information is given by him only. Now the companies which comes under future
group are Future Retail Limited, Future Lifestyle Fashion Limited and Future Consumer
Enterprise Limited.

 Kishore Biyani decided to add 3million sq.ft of retail space across the country.
 The expansion could be 6th of the total space that is 18 million sq.ft.
 Planning to add 35-40 hypermarkets, 10-11 departments store and 14-15 discounts store
for future group.
 400 small formats store of Big Bazaar will be open.
 Kishore Biyani has planned to move towards digital world.
 Tie up with Oxygen for e-commerce planning.
 Future group is going to negotiate with the grocery stores.
 Biyani predicts death for online grocery players.

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 CHAPTER 2

CONCEPTUAL BACKGROUND & LITERATURE

REVIEW

2.1 THEORETICAL BACKGROUND OF THE STUDY

Consumer behavior is the study of behavior of consumers that how they select, buy, use, and
dispose the products according to their needs and wants. It refers to all the actions which is
shown by the consumers during buying the products to disposing the products.

Nature of consumer behavior:

1. Influenced by various factors:

 Consumer behavior is affected by marketing factor like design of the product, pricing
range, advertisement strategy , packaging ideas, positioning and distribution.
 Consumer behavior is influenced by factor like age, gender, income level etc.
 Consumer behavior is also changes due to psychological factors such as buying motives,
perception about the product, motivation etc .
 The behaviour of the consumers also depends on situational factors like physical
surroundings at the time of product chosen.
 The behavior of the consumers also depends on social factors like status, friends, peers
etc.1
 Cultural factors also affect the social factors, groups and castes etc.

2. Undergoes a constant change:

 It means as people grow, their tastes and preferences also changes .It will not be
static .Example: kids like colorful toys and things but when the same kid becomes adult
or teenager, his tastes will change.

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3. Varies from customer to customer:
 All consumers thinking differ by each other. For example: some consumer will spend
money on shopping beyond their limits even they have to borrow from friends also. But
at the same time some consumers will not go for shopping even if they have surplus
money.

4. Varies from region, area or countries:

 Consumers also depend on region to region, area to area and country to country. For
example: rural areas people will spend less and they will be conservative. But urban area
people will spend more money in luxury items and even if they don’t have enough
money, they will take help of loans from banks.

5. Database of the consumers is important for the marketers:

 Marketers should have a good knowledge on consumer’s status and thinking .so that they
can estimate the demands.

Benefits of Consumers Behavior:

 Saves the company from disaster: Having a knowledge regarding consumer’s behavior
the company will achieve more success and reduce the chances of failure. So if the
company has an idea of their consumers behavior they can also launched new products
and saves from losses.
 Helps to formulating new marketing strategy: It helps the company to formulate right
type of strategies which satisfy their customers so it is very important for the companies
to have ideas of their consumer’s behavior so they can easily make changes according to
their demands and needs.
 Helps in segmentation of the market: It helps the company to segment the market
according to the consumers taste and preference or according to income level. Every
consumer have different perception about buying the products so segmentation of the
market plays important role for the companies.
 Helps in new products development for the company: The study of consumer behavior
is very important before launching any type of products. So it always helps the companies
in choosing right kind of product for launching into the market.

15
 Helps in reconstructing the products design and packaging: It helps the companies to
reconstruct the products design or packaging according to consumers taste & preference.

2.2 LITERATURE REVIEW

Author/Researcher Title of the Objectives & Gaps/Identified

Article/Study Outcomes

Martin Evans Consumer behaviour To know about the This article is only focused in
towards fashion. fashion towards innovation and self-concept
customers and what theory.
new customers want in
fashion.

CMin Han Testing role of country To know the country Thetest results are mixed
image in consumer image with the help of supporting only second and
choice behaviour. third hypothesis. Only
consumer behaviour. theoretical part is accessed.

Walter Zinn, Peter C Consumer To measure stock out This research lags in logistic
and to know reaction management.
Liu response to retail stock
towards stock out.
outs.

16
JagdishN.shith, Relationship marketing To develop More focused on CRM this
in consumer markets relationship reduces consumer available
AtulParvatlyar
choice.
marketing with
customers and
motivation in
relationship marketing

John H Kunkel Behavioral conception To build Main problem is to define

of retail image retail image in the minds of
,Leonard Berry alternative approach to
the customers.
image concept in
which

usual assumptions.

Elaine Store environment & To identify and explore This research is only focused
consumer purchase the time spent and items
Sherman,AnilMathur
behaviour purchased.
consumer emotions
towards the store
environment.

Jason M carpenter Consumer shopping To inspect Consumers expect both

value for retail brands whether customers hedonic and utilitarian value
when shopping in store.
value the store
experience
provided by
retailers.

17
Richard Michon, Shopping experience of To identify how The mall environment
female fashion leaders shopping mall directly influence fashion
Hong Yu, Donna
leaders.
Smith environment
effect on experiences
and approach
behaviour of
fashion leaders and
followers.

Ann Priest Uniformity & To distinguish This paper only highlights

differentiation in consumers some major forces which
drive the cossumers.
fashion according to
fashion and identify
long term opportunity.

Ronald E Goldsmith, Social values and To identify This research is only focuses
on demographic
Jeanne R Heitmeyer, relationship

Jon B Freiden fashion leadership between fashion characteristics.

leadership and values.

Lisa Meneely,Amy Burns, Age associated changes To examine changes in Difficulty of research is to
Chris in older consumers retail consumers food retail access food retail shops or
sites .
Strugnell behaviour behavior respect to
demographic factors
like age.

18
John C Mowen Beyond consumer To identify Managerial implications of
decision making all the three perspectives on
perspectives
consumer buying behavior
beyond the consumer are discussed.
decision making.

Jonathan Reynolds Charting multichannel To define the E –commerce increases and

future challenges of multi- become a source of revenue.
channel retailing . 0whereas older events
reduced significantly.

Hyun Joo Lee, The influence of To explore the Paper states demographic
HyeonJeong Cho, consumer traits and factor only influence
relationship between
demographics or intension to use retail.
WenwenXu, Ann demographic factors.
intention to use retail
Fairhurst self service checkouts

Homer E Spence, James F Perceived risk in mail To differentiate This article focuses on risk
Engel, order and retail store between perception and perception.
buying from buying by mail or
Roger D. Blackwell

19
 buying from store.

Richard Yalch, Eric Effects of store To find effect of Only focused on music.
music on shopping music on Music should be varied
Spangenberg
behaviour according to the age .
shopping behaviour.

Vincent Wayne
Gender difference To understand how This paper shows that
in German gender effects the CSI construct validity
Mitchell ,Gianfranco
Decision Making more for females and
Walsh styles consumer behaviour. less for males.

Steve Goodman An international To learn about This research needs to

comparison of effect of purchase be expand with respect
retail consumers of wine in retail of market segmentation.
wine choice store in different
country.

Pavleenkaur Uncovering To know Only focused in youths

retail shopping the motives
Raghbir Singh
motives of of youth while
youths retail
shopping.

V Parker Lessig Consumer To find out the Store loyalty

tore images relation between determined by
&store store image and only store
loyalties loyalty. image.

Ronald Goldsmith,
Identifying To measureOnly suitable for
innovators in quessionnaire,interview
LeisaReinecke Flynn consumer
, and six likert scale
consumer products innotiveness.

markets

Terry Newholm,
Studying the To study of ethics of This article has no clear
ethical consumer consumption . boundaries between
Deirdre shaw

areas of consumptions.

Harvey J Miller Consumer search To analyse Consumer research

& retail analysis consumer search behaviour is not
behaviour in retail. integrated with broader
retail analysis.

20

Sally McKechnie Consumer buying To examine It focuses on the

behaviour in existing models of relationship and
buying behavior interactions in the
 CHAPTER 3

RESEARCH DESIGN

3.1 STATEMENT OF THE PROBLEM:

A study on Consumer Behaviour with reference to Big Bazaar. It is very important to know the
consumer behaviour towards the products & services for the companies. It helps the
companies for selecting the right marketing strategy which helps them to modify , rectify and
develop the existing products.

3.2 NEED FOR THE STUDY:

 To determine the satisfaction level of consumers towards Big Bazaar.

 To know the taste and preference of consumers while buying the products.
 To attract customers and retain customers.

3.3 OBJECTIVES:

 To find the factors influencing consumer behaviour.

 To study the satisfaction level of consumers at Big Bazaar.
 To find out how customers spent their time, money and thinking while purchasing a
product.
 To identify the expectation level of the consumers for future demand.

3.4 SCOPE OF THE STUDY:

 The main scope of study is to analyse buying behaviour of the consumers.

 This research covered the urban areas of Bokaro Steel City.
 The number of respondents chosen was less due to time constraints.
 To take major steps against the competitors of Big Bazaar.

21
3.5 RESEARCH METHODOLOGY:

 Types of research: Descriptive Research design is used in this research. This research
method is chosen because it is a fact finding methodology. It helps to gather data by the
use of questionnaire and personnel interviews.
 Collection of data:
1. Primary Data: Data collection is done through observation & Questionnaire.
2. Secondary Data: Data collection is done through books, internet, projects etc
 Time frame: 6 weeks
 Instrument : Questionnaire
 Sample design: Convenience Sampling will be used in study.
 Sample Size: The size of sample used in this study is 100.
 Sample unit: Sample unit are customers.

3.6 HYPOTHESIS

 H0: The association between handling customer queries & customer satisfaction is
insignificant.
 Ha: The association between handling customer queries & customer satisfaction is
significant.

3.7 LIMITATIONS

Followings are the limitations created by external and internal factors:

 The time period i.e 6 weeks was too short for the study.
 Reaching to the respondents was very difficult.
 Consumer behavior varies from consumer to consumer.
 100 respondents are not enough for the study.
 Respondents did not like to respond they tried to escape.

3.8 CHAPTER SCHEME

The project has 5 chapters which consists introduction, background of study and literature
review, research methods, data analysis and their interpretation & conclusion. The chapters are
shortly described below.

Chapter1: Introduction

22
This chapter includes introduction of the study and information about the Big Bazaar. In this
chapter, SWOT analysis of the company included and also discussed company vision mission.
The areas where the company operates ,as well as information about the
company ,competitor’s, infrastructure facilities, and future growth prospects are fully
disclosed.

Chapter 2: Background & literature review

This chapter includes 25 literature reviews about the study with citation details and also the
theoretical background of study.

Chapter 3: Research Design

This explains all topics related research. Whatever sample design, sample size is used included
in the study. Objectives and scope are also discussed.

Chapter 4: Data Analysis & Interpretation

It contains data of respondents and their analysis with interpretation. In this the hypothesis
testing and results are also done.

Chapter 5: Findings, Conclusion and Suggestions

This chapter includes the conclusion about the research. The conclusions are listed down on
the basis of the research. It also includes findings means what are the factors found from the
study and the suggestions for the company for improvements in future.

23
 CHAPTER 4
DATA ANALYSIS & INTERPRETATION

Q1. Table showing age of the respondents.

Source Respondents Percentage

Under 20 28 28

20-30 47 47

30-40 20 20

40 Above 5 5

Sum 100 100

Analysis:

From the given data it is specified that, 47% are 20-30, 28% are under 20, and 20% are 30-
40, 5% respondents are between the age 40 above Chart

no. 1 showing age of the respondents.

24
 Age
50% 47%
45%
40%
35%
30% 28%
25%
20% Age
20%
15%
10%
5%
5%
0%
Under 20 20-30 30-40 40 Above

Interpretation:

According to this survey, maximum respondents comes between 20-30 age and least
respondents comes under 40 above

Q2. Table showing monthly income of respondents or their family members.

Sources Respondents Percentage

10000-20000 9 9

20000-30000 69 69

30000-40000 9 9

40000-above 13 13

Sum 100 100

Analysis:

From the above data it shows that 69% income level is 20000-30000, 13% income level is
40000 above, 9% respondent’s monthly income is 10000-20000, 9% income level is
3000040000.

Chart no.2 showing monthly income of respondents or their family members.

25
 Monthly Income

13% 9%

9% 10000 to 20000
20000 to 30000
30000 to 40000
40000 above

69%

Interpretation:

Most of the respondents comes under the monthly income of 20000-30000 and least is
between 10000-20000.

Q3.Table showing how many times you visits Big Bazaar in one month.
Sources Respondents Percentage

Once in month 4 4

Twice in month 8 8

Weekly 11 11

Weekly twice 77 77

Sum 100 100

Analysis :

From the given data it shows that 77% are visits weekly twice , 11% weekly,8% twice in a
month and 4% respondents visit once in a month,

Chart no.3 showing number of times you visit Big Bazaar in a month.

26
 Visit

4%
8%

11% Once in a month

Twice in amonth
weekly
weekly twice
77%

Interpretation:

Most people like to visit Big Bazaar weekly twice in a month and then weekly. Less people
like to visit once in a month.

Q4. Table showing you like ambience and parking of Big Bazaar.
Sources Respondent Percentages

Yes 98 98

No 2 2

Sum 100 100

Analysis:

The above data shows that 98% respondents like the ambience of Big Bazaar and 2% don’t
like.

Chart no. 4 showing you like ambience and parking of Big Bazaar.

27
 Ambience
120%
98%
100%

80%

60%
Infrastructure
40%

20%
2%
0%
Yes No

Interpretation:

Almost all respondents like the ambience of Big Bazaar.

Q5. Table showing behaviour of staffs in Big Bazaar.

Sources Respondents Percentages

Excellent 0 0

Good 85 85

Average 15 15

Fair 0 0

Poor 0 0

Sum 100 100

Analysis:

The given data indicates that 85% respondents think that the behavior of the staffs in Big
Bazaar is good and 15% respondents think that the behavior of the staffs are average Chart

no.5 showing behaviour of staffs in Big Bazaar.

28
 Behaviour of Staffs

15%
Excellent
Good
Average
Fair

85% poor

Interpretation:

Almost all respondents like the behaviour of staffs at Big Bazaar. Some of them don’t like
Q6. Table showing appreciation of EDLP strategy of Big Bazaar.
Sources Respondents Percentage

Strongly appreciate 12 12

appreciate 79 79

neutral 0 0

not appreciate 9 9

Sum 100 100

Analysis :

From the above data it shows that 79% think that strategy is appreciable , 12% respondents
think that the pricing strategy of Big Bazaar is strongly appreciable and 9% respondents thinks
that price is not appreciable

Chart no.6 showing appreciation of EDLP strategy of Big Bazaar.

29
.

Interpretation:

Maximum respondents feel that pricing strategy of the Big Bazaar is appreciable and
minimum is not appreciable.
Q7. Table showing behaviour when you see ads of Big Bazaar.
Sources Respondents Percentage

Respond to buy quickly 10 10

Respond to it little slowly 15 15

Respond to it very slowly 70 70

will not respond. 5 5

Sum 100 100

Analysis:

The given data shows that 70% respondents react very slowly towards ads of Big Bazaar, and
15% respondents react little slowly towards ads of Big Bazaar ,10% respondents react very
quickly towards ads of Big Bazaar and respondents will not react.

Chart no.7 showing behaviour when you see ads of Big Bazaar.

30
 Behaviour towards ads

5% 10% Respond to buy

quickly
15% Respond to it little
slowly
Respond to it very
slowly
70% will not respond.

Interpretation:

Maximum reacts slowly and minimum will not react towards the ads of Big Bazaar.

Q8. Table showing reaction towards offers and discounts of Big Bazaar.
Sources Respondent Percentage

Express my satisfaction 40 40

Express my satisfaction but 5 5

feel reduced quality

Will not be happy since I feel 50 50

it is a gimmicks

No reaction at all 5 5

Sum 100 100

Analysis:

This survey shows that 50% respondents don’t like the offers and discounts of Big
Bazaar and feels like gimmicks ,40% express satisfaction and 5% gives no reaction.

Chart no.8 showing reaction towards offers and discounts of Big Bazaar.

31
 offers & discounts
Express my
5% satisfaction

40% Express my
satisfaction but feel
reduced quality
50% Will not be happy
since I feel it is a
5% gimmicks
No reaction at all

Interpretation:

According to survey, some respondents like the discounts and offers provided by Big
Bazaar and some feels like it is gimmicks.
Q9. Table showing that the most purchase item is purchased by consumer.
Sources Respondents Percentage

Groceries 72 72

Fashion 18 18

Electronics 10 10

Food item 0 0

Sum 100 100

Analysis:

The data shows that 72% respondents purchase groceries items, 18% like to purchase
fashionable products, 10% like to purchase electronics item.

Chart no.9 showing that the most purchase item is purchased by consumer.

32
 Most purchase item
80% 72%
70%
60%
50%
40%
30%
18% most purchase item
20%
10%
10%
0%

Interpretation:

Most of the consumers like to purchase groceries items compared to fashion, electronics and
other things.

Q10. Table showing consumer like to visit Big Bazaar along with.
Sources Respondents Percentage

Family 15 15

Friends 72 72

Spouse 13 13

Others 0 0

Sum 100 100

Analysis:

From the above data indicates that 72% are like to visit with their friends 15% respondents are
like to visit Big Bazaar with their family members, , and 13% are like to visit with their
spouse.

Chart no.10 showing consumer like to visit Big Bazaar along with.
33
 consumer like to visit Big
Bazaar
80%
72%
70%
60%
50%
with whom
40%
consumer like to
30% visit Big Bazaar
20% 15% 13%
10%
0%
Family Friends Spouse Others

Interpretation:

Maximum respondents like to visit Big Bazaar with their friends , then family and spouse.

Q11. Table showing reason for choosing Big Bazaar.

Sources Respondents Percentage

Offers 80 80

Satisfaction of products 4 4

Customer service 8 8

Reasonable prices 8 8

Sum 100 100

Analysis:

The given data indicates that the 80% respondents like to shop because of offers,8%
respondents like to shop due to good customer service, 8% due to reasonable price and 4%
respondents shop due to satisfaction of products.

Chart no.11 showing reason for choosing Big Bazaar.

34
 choosing Big Bazaar

8%
Offers
8%
4%
Satisfaction of
products
Customer service

Reasonable prices
80%

Interpretation:

Survey shows that many respondents visit Big Bazaar due to offers than customer service and
satisfaction of products
Q12. Table showing consumers satisfy with duration of billing duration at time of
payment.
Sources Respondents Percentage

Yes 94 94

No 6 6

Sum 100 100

Analysis :

The above data shows that 94% respondents satisfy with the duration of billing process during
payment time and 6% respondents does not satisfy with the duration during payment.

Chart no.12 showing consumers satisfy with duration of billing process at time of
payment.

35
 Billing Duration
100% 94%
90%
80%
70%
60%
50%
Billing Duration
40%
30%
20%
10% 6%

0%
Yes No

Interpretation:

Most of the respondent satisfy with the billing process and time.

Qno.13 Table showing signageboards help the consumers.

Sources Respondents Percentage

Yes 97 97

No 3 3

Sum 100 100

Analysis :

The given data shows 97% respondents thinks that signage helps them inside the Big Bazaar
and 3% are not favour of this.

Chart no.13 showing signage boards helps the consumers.

36
 Signage
3%

Yes
No

97%

Interpretation:

Maximum people support that signage help them at the store while purchasing any products
Qno.14 Table showing that a consumer refers his friends of relatives to visit Big Bazaar.
Sources Respondents Percentage

Yes 94 94

No 6 6

Sum 100 100

Analysis:

From the above data 94% respondents feels that they will refers his friends and relatives to
visit Big Bazaar and 6% respondents accept that they will not refer their friends or relatives.

Chart no.14 showing that consumers refers his friends of relatives to visit Big Bazaar.

37
 Refers

6%

Yes
No

94%

Interpretation:

Maximum consumers like to refer Big Bazaar for their friends and relatives.

Qno.15 Table showing that the consumers ever faced the unavailability of products.
Sources Respondents Percentage

Yes 8 8

No 92 92

Sum 100 100

38
Analysis:

From the above data it shows that 92% respondents accept that they have not facing.
Unavailability of products, 8% respondents are facing the problem of unavailability of product.

Chart no.15 showing that the consumers ever faced the unavailability of products.

Unavailability

8%

Yes
No

92%

Interpretation:

From the given data it clearly shows that the maximum consumers not face this unavailability
of products situation.

Qno.16 Table showing that Big Bazaar provides free space to move around.
Sources Respondents Percentage

Yes 92 92

No 8 8

Sum 100 100

39
Analysis:

From the above data it shows that 92% respondents thinks that Big Bazaar provides enough
space for them to move around and shopping and 8% thinks that they does not provide enough
space.

Chart no.16 showing that Big Bazaar provides free space to move around

Provides Space

8%

Yes
No

92%

Interpretation:

Maximum consumer are happy with the space provided by Big Bazaar for shopping inside the
store.

Qno.17 Table showing the overall experience of the consumers in Big Bazaar is good.
Sources Respondent Percentages

Strongly Agree 81 81

Agree 10 10

Neutral 0 0

Disagree 9 9

Strongly Disagree 0 0

Sum 100 100

40
Analysis:

Over data shows 81% respondents are strongly agreed that overall experience in Big Bazaar is
good, 10% respondents are only agree and, 9% respondents are disagree of the statement.

Chart no.17 showing the overall experience of the consumers in Big Bazaar is good.

Overall Experience

9%

10% Strongly agree

Agree
Neutral
Disagree
Strongly disagree
81%

Interpretation:

Maximum consumers are happy with the overall experience from the Big Bazaar.

Qno.18 Table showing that the Big Bazaar provide all kinds of payment modes.
Sources Respondent Percentages

Strongly agree 98 98

Agree 0 0

Neutral 0 0

Disagree 2 2

Strongly disagree 0 0

Sum 100 100

41
Analysis:

According to data ,shows that 98% respondents strongly agreed& 2% disagreed.

Chart no.18 showing that the Big Bazaar provide all kinds of payment modes

Payment modes
2%

Strongly agree
Agree
Neutral
Disagree
strongly disagree
98%

Interpretation: From the survey it is found that most of the customer are strongly agree and
satisfied with the payment method provided by big bazaar.

Qno.19 Table showing products availablefor all level of income people.

Sources Respondent Percentages

Strongly Agree 0 0

Agree 91 91

Neutral 0 0

Disagree 9 9

Strongly Disagree 0 0

Sum 100 100

42
Analysis:

Chart shows 91% respondents are agreed that Big Bazaar provides products for all income
level people and 9% respondents disagree for this statement.

Chart no.19 showing products available for all level of income people.

Provide products for al level

9%

Strongly agree
Agree
Neutral
Disagree
Strongly disagree
91%

Interpretation:

As per survey it is found that big bazaar provides products and services to all level of income
group.

Qno.20 Table showing satisfaction level of consumers.

Sources Respondents Percentages

Strongly Agree 12 12

Agree 79 79

Neutral 0 0

Disagree 9 9

Strongly Disagree 0 0

Sum 100 100

Analysis:
43
Data shows 79% respondents agreed Big Bazaar satisfy their consumers, 9% respondents
agree for this statement.

Chart no.20 showing satisfaction level of consumers

Satisfaction

9% 12%

Strongly agree
Agree
Neutral
Disagree
Strongly disagree

79%

Interpretation:

As on survey it is found that big bazaar always try to satisfy consumer

Qno.21 Table showing security at Big Bazaar is good.

Sources Respondents Percentage

Strongly Agree 0 0

Agree 89 89

Neutral 6 6

Disagree 5 5

Strongly Disagree 0 0

Sum 100 100

Analysis:

44
We can conclude from above data that 89% respondents agreed that security at Big Bazaar is
good, 5% respondents disagree and 6% respondents neutral for this statement.

Chart no.21 showing security at Big Bazaar is good.

Security

5%
6%
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
89%

Interpretation:

The security provided by big bazaar is found good by the consumer.

Qno.22 Table showing that customer ask suggestions while decision making.
Sources Respondent Percentages

Strongly Agree 4 4

Agree 0 0

Neutral 0 0

Disagree 96 96

Strongly Disagree 0 0

Sum 100 100

Analysis:

45
From given statistics it show 96% respondents disagree that customers ask for help while
selecting any help whereas 4% strongly agree that customers ask for help while selecting any
help.

Chart no.22showing

Interpretation:

Maximum customer disagree that they don’t take help from the staff for choosing the products
as they already aware of the product.
Qno.23 Table showing Big Bazaar resolving customer queries.
Sources Respondent Percentages

Strongly Agree 93 93

Agree 0 0

Neutral 7 7

Disagree 0 0

Strongly Disagree 0 0

Sum 100 100

Analysis:

46
Since above data shows 93% respondent strongly agreed that Big Bazaar is good platform to
resolve any sort of queries about the product or the services and 7% respondents disagree for
the statement.

Chart no.23 showing Big Bazaar resolving customer queries satisfactorily.

Resolving queries

7%
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
93%

Interpretation:

From the survey it is found that big bazaar resolve customer issue very fast which satisfy the
customer and motivate them to visit big bazaar again.

Qno.24 Table showing the staff of the Big Bazaar communicates in the language which is
understands by the consumers.
Sources Respondent Percentages

Strongly Agree 0 0

Agree 94 94

Neutral 0 0

Disagree 6 6

Strongly Disagree 0 0

Sum 100 100

Analysis:

47
From figures,94% respondents agreed the staffs at Big Bazaar communicates in the language
which is understandable by them and 6% respondents disagree with the statement.

Chart no.24 showing the staff of the Big Bazaar communicates in the language which is
understands by the consumers.

Communication language

6%
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
94%

Interpretation:

As per survey it is found that all the big bazaar staff they communicate with the customer as
per the language customer prefer.
Qno.25 Table showing Big Bazaar should modify on their store layout which can help the
customers more to find out product easily.
Sources Respondent Percentages

Strongly Agree 0 0

Agree 91 91

Neutral 0 0

Disagree 9 9

Strongly Disagree 0 0

Sum 100 100

Analysis:

48
91% respondent agreed that they should work on their store layout which helps customer to
find the products effortlessly, and 9% are disagree with this statement.

Chart no.25 showing Big Bazaar should modify on their store layout which can help the
customers more to find out product easily.

Store layout

9% Strongly agree
Agree
Neutral
Disagree
91% Strongly disagree

Interpretation:

Maximum customer felt that the big bazaar layout should change and the products should
arrange in proper order which help the customer to shop easily

Q26. Table showing Cleanliness of the Big Bazaar.

Sources Respondents Percentages

Strongly agree 40 40

Agree 50 50

Neutral 5 5

Disagree 5 5

Strongly disagree 0 0

Sum 100 100

Analysis:

49
From data it shows 50% agree are strongly with the statement that the Big Bazaar store is
clean, 40% respondents strongly agree , and 5% disagree.

Chart no.26 showing Cleanliness of the Big Bazaar.

Cleanliness
60%
50%
50%
40%
40%

30%
Cleanliness
20%

10% 5% 5%
0%
0%
Strongly Agree Neutral Disagree Strongly
agree disagree

Interpretation:

From the survey it is found that all the customer are agree about the cleanliness of big bazaar.
HYPOTHESES:

HYPOTHESIS 1:

H0: The association between handling customer complaints & customer satisfaction is
insignificant.
Ha: The association between handling customer complaints and customer satisfaction is
significant.

Correlations

50
 Q23. Big Q20. Big
Bazaar Bazaar satisfy
resolving their
customer consumers.
complaints
satisfactorily.
Q23. Big Bazaar Pearson 1 .203*
resolving customer Correlation
.043
complaints
Sig. (2-tailed) satisfactorily. 100 100
N
Q20. Big Bazaar satisfy Pearson .203* 1
their consumers. Correlation
.043
Sig. (2-tailed)
100 100
N

*. Correlation is significant at the 0.05 level (2-tailed).

Interpretation:

The correlation between resolving customer complaints by staff of Big Bazaar to satisfaction
of customer is significant and the significant value is 0.043 with positive which is less than
0.05. It means there is relation between customer satisfaction and customer complaints
resolved. Customers are satisfied when their queries are resolved. Customer satisfaction is
dependent on resolving customer complaints.

CHAPTER 5

51
 SUMMARY OF FINDINGS, CONCLUSION &
SUGGESTIONS

FINDINGS
 Most of the respondents are aware of Big Bazaar. It is found that Big Bazaar create a very
good image in mind of the consumer.
 Most of respondents are purchasing products in the Big Bazaar for their personal use
only.
 Most of the consumers are like to visit more Big Bazaar as compare with other malls
which is a good feedback.
 Most of consumers are like to shop in Big Bazaar because of the reasonable prices as well
the availability of the products.
 Customers also prefer to shop in Big Bazaar because of lots of offers and discount
provide by Big Bazaar.
 Most of the consumers agree that Big Bazaar provided value of their money.
 Most of the customers are refer their friends and relatives to visit Big Bazaar because
they are highly satisfy with the big bazaar facilities and the services which offer to them.
 The majority of customers like to visit Big Bazaar with their friends.
 Customers agreed that they should improve or modify on store layout designs.
 Customers don’t want to waste their time at the billing counter. They don’t like the long
queues at billing section.
 Most customers like ambience and parking of Big Bazaar.

52
 SUGGESTIONS
 The Big Bazaar should conduct the meeting with their customers and take their
suggestions which help the company to improve their performance.
 Big Bazaar should also focus more on electronic items with reference of offers.
 Big Bazaar should create more unique offers to attract customers.
 A strategy should be developed in which reference person will get some advantage so
that word of mouth will increase.
 Most of the customers of Big Bazaar are of age group 20-30 years. So company should
focus more on those customers to increase the sales.
 Big Bazaar should train their staff of the store so they easily convince the potential
buyers.
 Big Bazaar should focus more on customer relationship management (CRM).
 Big Bazaar should tie-up with international brands because now a days most of the
consumers prefers western type of products. It simply means culture is changes day by
day.
 Instead of focusing on capturing new customers’ big bazaar should focus on their loyal
customers for maintain the relationship between them.

 Big Bazaar should come with an idea which helps to decrease the perception of the
consumers mind i.e low price = low quality and also helps big bazaar to increase their

sales. Because of this perception, many customers not come to big bazaar .

CONCLUSION
53
The important reason behind studying of consumer behaviour is that it plays a significant role
in our life. With the help of consumer behaviour study , much of time is saved like thinking at
the store, asking help from the retailers, products choosing, etc.

This study discloses the things related to consumer behaviour that how a consumer purchases
the product in a Big Bazaar mall or at what basis the consumers select the mall like Big
Bazaar. This study founds many reasons like infrastructure facility, discounts, offers,
availability of products, or variety of products which influence the consumers to select Big
Bazaar mall for purchase.

Consumers like the organized type of retailing because it saves their time at shopping time and
also gives a value for money feeling. The lifestyle of consumer is totally different currently,
consumers don’t want to waste their time everyone is busy in this world. Everyone wants new
facilities which saves their time so if any kind of facility which helps them they will grab it. In
previous time much facility was not there, the income was also less of the consumer as well as
the education level ,the income level is increases of the consumers and also most of the
consumers now highly educated so because of this factors also consumer behaviour changes.
The main conclusion comes out from this study of consumer behaviour is that the today’s
modern life style most numbers of people like organized type of retailing.

54
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ANNEXURE
QUESTIONNAIRE

Name: SATYA PRAKASH OJHA

Gender: MAL

Designation: Marketing executive

Department: sell & Marketing

Q1.What is your age?

a) 10-20 b) 20 to 30 c) 30 to 40 d) 40 above

Q2.Mention your monthly income of respondents or their family members.

a) Rs 10000 - Rs20000 b) Rs20000 – Rs 30000

c) Rs 30000- Rs 40000 d) Rs 40000 above

Q3. How many times do you visit Big Bazaar in one month?

a) Once in month b) twice in month

b) Weekly d) weekly twice

Q4. Do you like ambience and parking of Big Bazaar?

a) Yes b) No

Q5. How do you rate behaviour of staffs in the Big Bazaar?

a) Excellent b) good c) average d) fair e)poor

Q6. Do you appreciate the EDLP strategy of Big Bazaar?

57
 a) Strongly appreciate b) appreciate c) neutral d) not appreciate

Q7. How do you behave when you see ads of Big Bazaar?

a) Respond to buy quickly b) Respond to it little slowly

c) Respond to it very slowly d) will not respond.

Q8. How do you react to the offers and discounts of Big Bazaar?

a) Express my satisfaction b) Express my satisfaction but feel reduced quality

c) Will not be happy since I feel it is a gimmicks d) No reaction at all

Q9. What is your most purchase item in Big Bazaar?

a) Groceries b )Fashion c) Electronics d) Food items

Q10. With whom would you like to visit Big Bazaar?

a) Family b) Friends c) Spouse d) Others

Q11. What is the reason behind choosing Big Bazaar?

a) Offers b) satisfaction of products

c) Customer service d) reasonable prices

Q12. Are you satisfy with the duration of billing process?

a) Yes b) No

Q13. Does the Signage boards help you at Big Bazaar?

a) Yes b )No

Q14.Will you refer your friends and relatives to visit at Big Bazaar?

a) Yes b) No

Q15. Have you ever faced any unavailability of products?

a) Yes b) No

Q16. Do you think that Big Bazaar provide free space for the customers to move around and
shop?

58
 a) Yes b) No

Questions Strongly Agree Neutral Disagree Strongly

Agree Disagree

Q17. The general

experience at Big
Bazaar is always
good.

Q18.Do you agree

Big Bazaar provide
all kinds of
payment modes?

Q19.Big Bazaar
provide products
for all level of
income people.

Q20.Do you agree

that Big Bazaar
satisfy their
consumers?

Q21.Do you agree

that Security at Big
Bazaar is good

Q22.Do you like to

ask for help from
the staffs while
decision making of
your products?

59
Q23. Do you think
that Big Bazaar
resolving
customer queries
satisfactorily?

Q24. Do you agree

that staffs at Big
Bazaar
communicates in
the language that
you understand?

Q25. Do you agree

that Big Bazaar
should work on
their store layout
which can help the
customers more to
find the products
easily?

Q26. Do you think

that Big Bazaar
take care of
cleanliness?

60