CHAPTER – I

INTRODUCTION

1
 INTRODUCTION
Buying behaviour is the decision processes and acts of people/prospective customers
involved in buying and using products.

The buying decision process is the decision-making process used by consumers regarding
the market transactions before, during, and after the purchase of a good or service. It can be
seen as a particular form of a cost–benefit analysis in the presence of multiple alternatives.

Common examples include shopping and deciding what to eat. Decision-making is a

psychological construct. This means that although a decision cannot be "seen", we can infer
from observable behavior that a decision has been made. Therefore, we conclude that a
psychological "decision-making" event has occurred. It is a construction that imputes a
commitment to action. That is, based on observable actions, we assume that people have
made a commitment to effect the action.

Nobel laureate Herbert A. Simon sees economic decision-making as a vain attempt to be

rational. He claims (in 1947 and 1957) that if a complete analysis is to be done, a decision
will be immensely complex. He also says that peoples' information processing ability is
limited. The assumption of a perfectly rational economic actor is unrealistic. Consumers are
influenced by emotional and nonrational considerations making attempts to be rational only
partially successful.

It helps in understanding:
i. Why consumers make the purchases that they make?

ii. What factors influence consumer purchases?

iii. The changing factors in our society.

Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer.

A retailer needs to analyze buying behavior for:

i. Buyer’s reactions to a retailer’s marketing strategy has a great impact on the retailer’s
success.

2
ii. The marketing concept stresses that a retailer should create a marketing strategy that
satisfies (gives utility to) customers, therefore need to analyze what, where, when and how
consumers buy.

iii. Retailers can better predict how consumers will respond to marketing strategies.

Stages of the Consumer Buying Process:

There are six stages to the Consumer Buying Decision Process (for complex decisions).
Actual purchasing is only one stage of the process. Not all decision processes lead to a
purchase.

All consumer decisions do not always include all six stages, determined by the degree of
complexity:

BUYING PROCESS:

1. Problem Recognition (awareness of need):

Problem Recognition (awareness of need) difference between the desired state and the actual
condition. Deficit in assortment of products. Hunger—Food. Hunger stimulates your need to
eat.

Can be stimulated by the retailer through product information- a commercial for a new pair of
shoes stimulates your recognition that you need a new pair of shoes.

3
2. Information search:
i. Internal search, memory.

ii. External search if you need more information. Friends and relatives (word of mouth).
Marketer dominated sources; comparison shopping; public sources, etc.

A successful information search leaves a buyer with possible alternatives, the evoked set.

3. Evaluation of Alternatives:
Need to establish criteria for evaluation, features the buyer wants or does not want.
Rank/weight alternatives or resume search. May decide that you want to eat something spicy,
Indian gets highest rank etc.

If not satisfied with your choice, then return to the search phase. Can you think of another
restaurant? Look in the yellow pages etc. Information from different sources may be treated
differently. Marketers try to influence by ―framing‖ alternatives.

4. Purchase decision:
Choose buying alternative, includes product, package, store, method of purchase etc.

5. Purchase:
May differ from decision, time lapse between 4 & 5, product availability.

6. Post-Purchase Evaluation – outcome:

Satisfaction or dissatisfaction. Cognitive Dissonance, have you made the right decision. This
can be reduced by warranties, after sales communication etc.

After eating an Indian meal, you may think that really you wanted a Chinese meal instead.

TYPES OF CONSUMER BUYING BEHAVIOR

Types of consumer buying behavior are determined by:

 Level of Involvement in purchase decision. Importance and intensity of interest in a

product in a particular situation.
 Buyers level of involvement determines why he/she is motivated to seek information
about a certain products and brands but virtually ignores others.

4
High involvement purchases--Honda Motorbike, high priced goods, products visible to
others, and the higher the risk the higher the involvement. Types of risk:

 Personal risk
 Social risk
 Economic risk

The four type of consumer buying behavior are:

 Routine Response/Programmed Behavior--buying low involvement frequently

purchased low cost items; need very little search and decision effort; purchased
almost automatically. Examples include soft drinks, snack foods, milk etc.
 Limited Decision Making--buying product occasionally. When you need to obtain
information about unfamiliar brand in a familiar product category, perhaps. Requires
a moderate amount of time for information gathering. Examples include Clothes--
know product class but not the brand.
 Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or
infrequently bought products. High degree of economic/performance/psychological
risk. Examples include cars, homes, computers, education. Spend alot of time seeking
information and deciding.
 Information from the companies MM; friends and relatives, store personnel etc. Go
through all six stages of the buying process.
 Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying Behavior. Product
can shift from one category to the next. For example:
Going out for dinner for one person may be extensive decision making (for someone that
does not go out often at all), but limited decision making for someone else. The reason for the
dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also
determine the extent of the decision making.

5
 CHAPTER – II
REVIEW OF LITERATURE

6
 REVIEW OF LITERATURE

BY SOUMEN CHATTERJEE
Unique customer perception (UCP): According to soumen, Unique Customer Perception is
what is required by companies instead of Unique Selling Proposition. It is ultimately that
customer look for satisfaction based on the picture of perception derived from various
sources. If these perceptions of customer can be analyzed then promotion would be easier for
customer centric marketing. This has lead to the concept - ―Customer Perception is the Rule
and not Customer Satisfaction‖.
HUAWEI
Satisfy customers perception is the biggest challenge: In meeting customers' requirements
and measuring customers' satisfaction indexes, customer perception should be definitely a
key consideration. Qualified services in the operation execution layer, technical management
layer and business development layer are necessary. It is more important to understand
customer expectations and make efforts to exceed their expectations. In customer satisfaction
management, the biggest challenge is customer perception management, or customer
perception satisfaction. The major characteristics of service is intangible, hence the core
value of services is not like a physical product but the spiritual experience and perception of
customers. The final aim and ideal effect of service provisioning is to have customers
perceive and enjoy the service. Such perception is both at psychological and behavior levels,
and it is the contents of high quality life in the modern society. Customers are seeking for
material deliverables as well as perceptive enjoyment when purchasing a service product.
Since perceptive enjoyment is a vital service objective, one of the key service management
objectives shall be meeting customers' perceptive enjoyment.

Technology, customers tastes and preferences play a vital role in today’s generation.
Research Methodology is a set of various methods to be followed to find out various
information’s regarding market strata of different products. Research Methodology is
required in every industry for acquiring knowledge of their products.

Area of study:
The study is exclusively done in the area of marketing. It is a process requiring
care, sophistication, experience, business judgment, and imagination for which there can be
no mechanical substitutes.

7
Research Design -
Exploratory Research.

Sampling Design:
Non Probability sampling- Convenience sampling

Sample Size:
350 Customers

Data Collection : -
Data is collected from various customers through personal interaction. Specific
questionnaire is prepared for collecting data. Data is collected with mere interaction and
formal discussion with different respondents. Some other relevant information collected
through secondary data

Tools of Analysis : -
The market survey about the techniques of marketing and nature of expenditure is
carried out by personally interacting with the potential customers in Big Bazaar.

RETAILING

The Indian consumer could well be crowned King with all economic indicators in the right
place. Queuing up for the coronation ceremony are a multitude of global companies that are
looking at India as the next consumer market powerhouse. And it seems to be the retail sector
that will give the desi consumer royal status.

In this study I will try to find out the present scenario of retail market in India. This project
will give focus on the global scene to retail industry and what will drive the growth of
industry in the future.

Retailing is the final step in the distribution of merchandise, the last link in supply chain –
connecting the bulk procedures of commodities to the final consumers.

8
Retailing in India is thoroughly unorganized. There is no supply chain management
perspective. According to a survey b y AT Kearney, an overwhelming proportion of the Rs.
400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000 crore segment of
the market is organized.
From a size of only Rs.20,000 crore, the ORGANISED retail industry will grow to Rs.
160,000 crore by 2005. The TOTAL retail market, however, as indicated above will grow 20
per cent annually from Rs. 400,000 crore in 2000 to Rs. 800,000 crore by 2005

A study by McKinsey points out that India's market for consumer goods can reach a w $450
billion by 2011 - making it one of the five largest in the world. Further, KPMG in a recent
report titled `Consumer Markets in India - the next big thing?' has said: "India represents an
economic opportunity on a massive scale, both as a global base and a domestic market." The
report, however, finds that the next leap in the growth of the consumer market will be
spearheaded by the changing dynamics of the retail sector. "Companies expect that the next
cycle of change in Indian consumer markets will be the arrival of foreign players in consumer
retailing. Although FDI remains highly restricted in retailing, most companies believe that
will not be for long," says Deepankar Sanwalka, Executive Director and Head - Consumer
Markets, KPMG India.

FDI in retail has once again begun to appear imminent following Prime Minister Manmohan
Singh's recent interview to McKinsey, in which he expressed confidence that he would be
able to get the Left parties on board on the matter. KPMG is in fact going ahead with its plans
to conduct a series of five roadshows in the US and a few countries in Europe to hold
discussions about the opportunities in India's consumer markets, especially in retail. And the
numbers do lend credence to the enthusiasm.

The Economist Intelligence Unit (EIU) country briefing on India, 2005, estimates the retail
market in India will grow from $394 billion in 2005 to $608.9 billion in 2009. In fact, KPMG
finds that the organised retail sector in India is expected to grow at a higher rate than GDP
growth in the next five years, driven by changing lifestyles, strong income growth and
favourable demographic patterns. According to EIU, India currently has more than five
million retails outlets, out of which 96 per cent are smaller than 500 sq. ft. But this scenario is
changing fast. The structure of retailing is developing rapidly with malls becoming
increasingly common in large cities, and development plans being projected at 150 new
shopping malls by 2008.

9
EMERGING TRENDS IN ORGANIZED RETAILING
Over the last five years, a number of large business groups such as Tata’s, RPG, Raheja’s and
Piramal’s has set up stores/malls and built businesses within retail. Thesem include the
Rs1.9bn Food World - a leading supermarket chain set up by RPG; the Raheja’s Rs1.8bn
Shopper’s Stop - a multi-brand departmental outlet and the Crossroads Mall set up by the
Piramal’s. While many of these initiatives were initially driven by the need to use existing
real estate, they are beginning to assume the contours of a serious business today.

Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel retail to
grocery and convenience stores. Suitability of location, optimal utilization of real estate,
diversifying business to reduce reliance on the commodity nature of fuel retail business and
improve margins are the key factors that has lead fuel majors to
enter into the retailing.

Also, existing family owned businesses are expanding their businesses. The more successful
of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year old Chennai
based chain selling consumer durables and Narula’s - the food chain in North India.

Interestingly, manufacturers are also looking for forward integration and are building chains
around brands. Brands in apparel, footwear and durables have driven the growth of specialty
chains and upgraded existing multi-brand outlet.

THEME FOR A MALL

Although the retail sector in India highly fragmented and consists predominantly of small,
independent, owner-managed shops, it happens to be the country's second largest employer
after agriculture. The country is currently witnessing a boom in retailing, thanks mainly on
account of an iABIDSease in the disposable incomes of middle and upper-middle class
households.
More and more corporate houses, including large real estate companies, are now entering the
retail business directly or indirectly. One sign of the modernization of Indian retailing is the
rapid growth in the number of speciality malls and theme malls. The Piramals, Tatas,
Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers like
Crosswords, Shopper's Stop and Pantaloon have taken the lead in organised retailing.

10
EMERGENCE OF SPECIALTY RETAILING

Though organised retailing is still at a nascent stage - accounting for only around two per cent
of the $180 billion retail market in India - it is likely to touch 10 per cent by the end of this
decade. Four product categories have led the organised retailing wave: foods, apparel,
lifestyle products, consumer durables and electronics. In recent times, several theme malls
such as Gold Souk (jewellery malls), Wedding Mall, Electronic Mall, Auto Mall, etc catering
to specific needs and occasions have been completed or announced.

Many top developers are now toying with the idea of developing speciality malls. Speciality
malls are already a success in the West, whereas the concept is in its infancy in India. One
could venture so far as to say speciality and theme based retailing will drive the growth of
organized retailing in India.

ORGANIZED RETAILING

Organised retailing got a leg up during 2004 with the opening of new format stores, rapid
growth of existing players, start-up of new-generation shopping malls, the Government's
intention of allowing a certain level of foreign direct investment in retail and the formation of
a retailers' association. With consumer sentiment positive during most of 2004, it led to
substantial spending across a number of categories such as consumer durables, clothing and
lifestyle, automobiles and telecom products. At the beginning of this decade, organised
retailing accounted for a mere $2.9 billion in India. This is only 1.25 per cent of the estimated
total retail market. This share has already grown to 2 per cent.Growth projections for retail
business vary widely. Some studies estimate that by 2007, the share of organised retail in the
retail pie will jump three times to reach 5-6 per cent.

Retail in India largest industry accounting for over 10% of the country GDP and around 8%
of the employment. Retail industry in India is at the cross road. It has emerged as one of the
most dynamic and fast paced industries with several player entering the market. The future is
promising the market is growing government policies are becoming more favorable and
emerging technology and facilitating operations.
Some key facts retail in India largest industry accounting for over 10% of the country GDP
and around 8% of the employment.
The market size of Indian retail industry is about US $ 312 billion.

11
INDIAN CONSUMPTION COSMOS
During past decades private final consumption expenditure has been the key driver economic
growth in India.

The headquartered in Mumbai the company operates over 12 million square feet of retail
space as over one thousand stores across 71 cities in India and employees over 35,000 people.
The companies leading formats include Pantaloons a chain of fashion outlet, Big bazaar,
uniquely Indian hypermarket chain, food Bazaar a supermarket chain blends he look, touch
and feel of Indian Bazaars with aspects of modern retail like choice convenience and quality
and control a chain of seamless destination malls.

FUTURE GROUP
Future group, led its founder & group CEO Mr. Kishore Biyani is one of India leading
business house with multiple business spanning across the consumption space. While retail
firm the core business activity of future group, group subsidiaries are present in consumer
12
finance, capital, insurance, brand development & entertainment. The first set of Big bazaar
store open in 2001 in Kolkata, Hyderabad and Bangalore.

A LAYOUT CHART OF BIG BAZAAR LOCATED AT INDRALOK

LAYOUT INDEX
1. HELP DESK
2. KIDS ACCESSORIES
3. JACKETS
4. BABA SUITS
5. LADIES TOPS
6. TRIAL ROOM
7. PILLARS USED FOR DISPLAYING INFORMATION (SIZE CHART, SECTION
DESCRIPTION)
8. WOOLEN CLOTHS FOR KIDS
9. WINTER WEAR
10. KIDS CASUAL WEAR
11. KIDS JEANS AND SHORTS
12. INFANT SHIRTS AND T-SHIRTS
13. MEN ACCESSORIES – SUNGLASSES, WRIST WATCHES ETC
14. SOFT TOYS
15. HOME DECORATIVE ITEMS
16. MUSIC COUNTER
17. LADIES ETHINIC
18. LADIES WESTERN
19. LADIES FORMALS(OFFICE WEAR)
20. LADIES ACCESSORIES – LINGERIES
21. LADIES PERFUMERIES
22. LADIES COSMETICS
23. LUGGAGE
24. FOOTWEAR
25. SPORTS
26. SCHEME BASED PROMOTIONAL ITEMS
27. CASH COUNTER
28. HOME FURNISHING (CURTAIN CLOTHS, CARPETS)

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 29. MEN FORMAL SHIRTS
30. MEN TROUSERS
31. MEN SUITS AND BLAZERS
32. MEN FABRICS
33.MEN ETHINICS

DESCRIPTION
HELP DESK – As you can see from the layout, the Help Desk is located in a place where
everyone has their first sight that is in front of the entrance. This shows that when a person
enters in to big bazaar it can get all information about the stores of big bazaar from the person
sitting in the help desk. Help Desk uses paging service as a tool for the convenience of its
employees and customers.

KIDS SECTION – The kids section is located just at the left corner of the entrance of big
bazaar. In the kid’s section kid’s accessories like diapers, trolleys, suckers, water bottles are
available in one part. Kid’s jackets and baba suits are available in another part. Kids casual
wear (jeans and shorts) are placed in one part of it and infant shirts & t-shirts are also placed
in another part. In this section the pillars are used for displaying information like size chart
and section description. The apparels are available at a price of Rs59 onwards.

MENS SECTION – Next to it is the men’s section that is in the center. It is divided in to
five parts. At one part men formal shirts are available. In other parts men trousers, suits and
blazers, fabrics and ethnics are available respectively. Here the price ranges from a minimum
of Rs99 to Rs899.

LADIES SECTION – Next to it is the ladies section that is in the extreme right side. The
ladies section is segregated in to seven parts. Ladies section starts from ladies ethnics, ladies
western wear, ladies formals (office wear), ladies accessories – lingerie’s, ladies perfumeries,
and ladies cosmetics respectively. Here the price of the apparel ranges from Rs99 to Rs1000
approx.

Promotional scheme – With an add on to the above products there are various other
products which are available with a promotional scheme. The various products under this
scheme includes girl t-shirts, infant winter wear etc.
14
Non-Promotional scheme – There are various other products available without any
promotional scheme which includes jeans, infant baba suits, infant t-shirts, kids night wear,
kids salwar suits etc.

Sports Store – At the extreme corner there is a sports store where various kinds of sport
items are available.

Food Bazaar – The food bazaar is in the 1st floor of the building. Various kinds of food
items, fruits and vegetables are available there. Sitting arrangements are well made so that
people can sit and take tea, coffee or snacks or any other food item and can relax.

Cash Counter – The cash counter is located just near the exit

15
 CHAPTER III
RESEARCH METHODOLOGY

16
 IMPORTANCE OF STUDY
The study shows customers buying pattern with Big Bazaar in ABIDS area. It provide
guideline for further research in ABIDS area for organized retail. Research says about
customer buying behavior towards Big Bazaar in ABIDS area. The study rate of customer
satisfaction level with Big Bazaar for ABIDS area. The research is also important to identify
Market size, growth and Market Potential of Big Bazaar in ABIDS area. The research shows
future Scenario of Big Bazaar in current perspective. The study shows Opportunities and
challenges for Big Bazaar respect of internal & external environment. Research say about
main competitors in the field of organized retail sectors. The study provide guideline to
further extension of Big Bazaar in ABIDS area .The study provide help to know the
customers satisfaction with Big Bazaar stores.
OBJECTIVES OF THE STUDY
1. To find out the buying behavior of the customers coming in to Big Bazaar.
2. To determine the current buying pattern of customers who visit Big Bazaar.
3. To find out the customers behavior and their response towards the products of Big Bazaar
while they are buying.
4. To study the satisfaction level of customers in different attributes of Big Bazaar.
RESEARCH METHODOLOGY
DATA COLLECTION
Data is collected by using various methods. For the purpose of fulfilling the objective of
study and for completing the Research project Report, both primary and secondary data
collected.
PRIMARY SOURCES:
Questionnaire
Keeping in view the objective of study a questionnaire (as given Annexure) was selected
there is Twenty in all. All questions are small in size and arranged logically. The language is
simple to understand.
INTERVIEW
Information was also obtained by conversation with Customers .they were interviewed
personally.
SECONDARY DATA: The second information is taken from company document available
on websites
The other related journals information and industry association’s sites have also been viewed.
COMPANY ADDRESS:
Address:- Survey no64, Mindspace madhapur RD, Hyderabad telangana 500081.
17
The method of sampling used was random sampling. The main aim of the study was to cover
employee’s at all hierarchical levels. Therefore, a sample of respondents was chosen at each
level of hierarchy in all the departments and services. The sample size was taken as 50. The
respondents were from 4 categories as Scientific Staff, Technical Staff, Administrators, and
Supporting Staff.

Respondents
Employee Details Supporting Technical Scientific
Administrators
Staff Staff Staff
Total No. of.
700 100 105 100
Employees
Sample No. of.
20 10 10 10
Employees
Sample selection is random from all the 4 categories.
SCOPE OF STUDY

The scope of this research is to identify the buying behavior of customers of Big Bazaar in
ABIDS area. This research is based on primary data and secondary data. Due to time
constraint only limited number of persons contacted. This study only focuses on urban
buying behavior of customers because the research conducted in ABIDS area. The study does
not say anything about rural buying behavior of customer because rural norms/status/attitude
& acceptance of the rural customers differs with urban customers. The scope of research is
limited for ABIDS area. It provides help to further the research for organized retail sector in
ABIDS area. It aim to understand the skill of the company in the area like technological
advancement, competition in management.

18
 LIMITATIONS OF STUDY

Certain limitations do creep in a research study due to constraints of the time, money and
human efforts, the present study is also not free from certain limitation, which were
unavoidable.

Although all effort were taken to make the result of the work as accurate as possible as

survey but the survey have following constraints.

I- Some customers were not willing to give appointment due to their busy schedule.
II- Due to very large size of the population, only a selected sample of customer could be
contacted.
III- Due to time constraint and other imperative work load during the t period it could not be
made possible to explore more area of concern pertaining to study.
IV- Also impossible for company to prove information is confidential.
V-Due to fast pace of life, some customers were not able to do justification to the
questionnaire.
VI-Personal biases might have come while answer the questionnaire.
VII-As per company rule many information was not disclose as the manager are busy in their
daily schedule. It is not possible for us to spend more time in interaction with them.

19
 CHAPTER IV
THEORETICAL FRAME WORK

20
Beginning in the late 1950s, business schools shifted from descriptive and practitioner-
focused studies to more theoretically driven and academically rigorous research (Dahl et
al. 1959). As the field expanded from an applied form of economics to embrace theories and
methodologies from psychology, sociology, anthropology, and statistics, there was an
increased emphasis on understanding the thoughts, desires, and experiences of individual
consumers. For academic marketing, this meant that research not only focused on the
decisions and strategies of marketing managers but also on the decisions and thought
processes on the other side of the market—customers.

Since then, the academic study of consumer behavior has evolved and incorporated concepts
and methods, not only from marketing at large but also from related social science
disciplines, and from the ever-changing landscape of real-world consumption behavior. Its
position as an area of study within a larger discipline that comprises researchers from diverse
theoretical backgrounds and methodological training has stirred debates over its identity. One
article describes consumer behavior as a multidisciplinary subdiscipline of marketing
―characterized by the study of people operating in a consumer role involving acquisition,
consumption, and disposition of marketplace products, services, and experiences‖ (MacInnis
and Folkes 2009, p. 900).

This article reviews the evolution of the field of consumer behavior over the past half
century, describes its current status, and predicts how it may evolve over the next twenty
years. Our review is by no means a comprehensive history of the field (see Schumann et
al. 2008; Rapp and Hill 2015; Wang et al. 2015; Wilkie and Moore 2003, to name a few) but
rather focuses on a few key thematic developments. Though we observe many major shifts
during this period, certain questions and debates have persisted: Does consumer behavior
research need to be relevant to marketing managers or is there intrinsic value from studying
the consumer as a project pursued for its own sake? What counts as consumption: only
consumption from traditional marketplace transactions or also consumption in a broader
sense of non-marketplace interactions? Which are the most appropriate theoretical traditions
and methodological tools for addressing questions in consumer behavior research?
A brief history of consumer research over the past sixty years—1960 to 2020

In 1969, the Association for Consumer Research was founded and a yearly conference to
share marketing research specifically from the consumer’s perspective was instituted. This
event marked the culmination of the growing interest in the topic by formalizing it as an area
of research within marketing (consumer psychology had become a formalized branch of
psychology within the APA in 1960). So, what was consumer behavior before 1969?
Scanning current consumer-behavior doctoral seminar syllabi reveals few works predating
1969, with most of those coming from psychology and economics, namely Herbert
Simon’s A Behavioral Model of Rational Choice (1955), Abraham Maslow’s A Theory of
Human Motivation (1943), and Ernest Dichter’s Handbook of Consumer Motivations (1964).
In short, research that illuminated and informed our understanding of consumer behavior
prior to 1969 rarely focused on marketing-specific topics, much less consumers or
consumption (Dichter’s handbook being a notable exception). Yet, these works were crucial
to the rise of consumer behavior research because, in the decades after 1969, there was a shift
within academic marketing to thinking about research from a behavioral or decision science
perspective (Wilkie and Moore 2003). The following section details some ways in which this
shift occurred. We draw on a framework proposed by the philosopher Larry Laudan (1986),
who distinguished among three inter-related aspects of scientific inquiry—
namely, concepts (the relevant ideas, theories, hypotheses, and constructs); methods (the
21
techniques employed to test and validate these concepts); and aims (the purposes or goals that
motivate the investigation).

Key concepts in the late-1960s

During the late-1960s, we tended to view the buyer as a computer-like machine for
processing information according to various formal rules that embody economic rationality to
form a preference for one or another option in order to arrive at a purchase decision. This
view tended to manifest itself in a couple of conspicuous ways. The first was a model of
buyer behavior introduced by John Howard in 1963 in the second edition of his marketing
textbook and quickly adopted by virtually every theorist working in our field—including,
Howard and Sheth (of course), Engel-Kollat-&-Blackwell, Franco Nicosia, Alan Andreasen,
Jim Bettman, and Joel Cohen. Howard’s great innovation—which he based on a scheme that
he had found in the work of Plato (namely, the linkages among Cognition, Affect, and
Conation)—took the form of a boxes-and-arrows formulation heavily influenced by the
approach to organizational behavior theory that Howard (University of Pittsburgh) had
picked up from Herbert Simon (Carnegie Melon University). The model represented a chain
of events

I→C→A→B→SI→C→A→B→S
where I = inputs of information (from advertising, word-of-mouth, brand features, etc.); C =
cognitions (beliefs or perceptions about a brand); A = Affect (liking or preference for the
brand); B = behavior (purchase of the brand); and S = satisfaction (post-purchase evaluation
of the brand that feeds back onto earlier stages of the sequence, according to a learning model
in which reinforced behavior tends to be repeated). This formulation lay at the heart of
Howard’s work, which he updated, elaborated on, and streamlined over the remainder of his
career. Importantly, it informed virtually every buyer-behavior model that blossomed forth
during the last half of the twentieth century.

To represent the link between cognitions and affect, buyer-behavior researchers used various
forms of the multi-attribute attitude model (MAAM), originally proposed by psychologists
such as Fishbein and Rosenberg as part of what Fishbein and Ajzen (1975) called the theory
of reasoned action. Under MAAM, cognitions (beliefs about brand attributes) are weighted
by their importance and summed to create an explanation or prediction of affect (liking for a
brand or preference for one brand versus another), which in turn determines behavior (choice
of a brand or intention to purchase a brand). This took the work of economist Kelvin
Lancaster (with whom Howard interacted), which assumed attitude was based on objective
attributes, and extended it to include subjective ones (Lancaster 1966; Ratchford 1975).
Overall, the set of concepts that prevailed in the late-1960s assumed the buyer exhibited
economic rationality and acted as a computer-like information-processing machine when
making purchase decisions.

Favored methods in the late-1960s

The methods favored during the late-1960s tended to be almost exclusively neo-positivistic in
nature. That is, buyer-behavior research adopted the kinds of methodological rigor that we
associate with the physical sciences and the hypothetico-deductive approaches advocated by
the neo-positivistic philosophers of science.

Thus, the accepted approaches tended to be either experimental or survey based. For
example, numerous laboratory studies tested variations of the MAAM and focused on
questions about how to measure beliefs, how to weight the beliefs, how to combine the
22
weighted beliefs, and so forth (e.g., Beckwith and Lehmann 1973). Here again, these
assumed a rational economic decision-maker who processed information something like a
computer.

Seeking rigor, buyer-behavior studies tended to be quantitative in their analyses, employing

multivariate statistics, structural equation models, multidimensional scaling, conjoint
analysis, and other mathematically sophisticated techniques. For example, various attempts to
test the ICABS formulation developed simultaneous (now called structural) equation models
such as those deployed by Farley and Ring (1970, 1974) to test the Howard and Sheth (1969)
model and by Beckwith and Lehmann (1973) to measure halo effects.

Aims in the late-1960s

During this time period, buyer-behavior research was still considered a subdivision of
marketing research, the purpose of which was to provide insights useful to marketing
managers in making strategic decisions. Essentially, every paper concluded with a section on
―Implications for Marketing Managers.‖ Authors who failed to conform to this expectation
could generally count on having their work rejected by leading journals such as the Journal of
Marketing Research (JMR) and the Journal of Marketing (JM).

Summary—the three R’s in the late-1960s

Starting in the late-1960s to the early-1980s, virtually every buyer-behavior researcher
followed the traditional approach to concepts, methods, and aims, now encapsulated under
what we might call the three R’s—namely, rationality, rigor, and relevance. However, as we
transitioned into the 1980s and beyond, that changed as some (though by no means all)
consumer researchers began to expand their approaches and to evolve different perspectives.

Concepts after 1980

In some circles, the traditional emphasis on the buyer’s rationality—that is, a view of the
buyer as a rational-economic, decision-oriented, information-processing, computer-like
machine for making choices—began to evolve in at least two primary ways.

First, behavioral economics (originally studied in marketing under the label Behavioral
Decision Theory)—developed in psychology by Kahneman and Tversky, in economics by
Thaler, and applied in marketing by a number of forward-thinking theorists (e.g., Eric
Johnson, Jim Bettman, John Payne, Itamar Simonson, Jay Russo, Joel Huber, and more
recently, Dan Ariely)—challenged the rationality of consumers as decision-makers. It was
shown that numerous commonly used decision heuristics depart from rational choice and are
exceptions to the traditional assumptions of economic rationality. This trend shed light on
understanding consumer financial decision-making (Prelec and Loewenstein 1998;
Gourville 1998; Lynch Jr 2011) and how to develop ―nudges‖ to help consumers make better
decisions for their personal finances (summarized in Johnson et al. 2012).

Second, the emerging experiential view (anticipated by Alderson, Levy, and others;
developed by Holbrook and Hirschman, and embellished by Schmitt, Pine, and Gilmore, and
countless followers) regarded consumers as flesh-and-blood human beings (rather than as
information-processing computer-like machines),
Methods after 1980
The two burgeoning areas of research—behavioral economics and experiential theories—
differed in their methodological approaches. The former relied on controlled randomized
23
experiments with a focus on decision strategies and behavioral outcomes. For example,
experiments tested the process by which consumers evaluate options using information
display boards and ―Mouselab‖ matrices of aspects and attributes (Payne et al. 1988). This
school of thought also focused on behavioral dependent measures, such as choice (Huber et
al. 1982; Simonson 1989; Iyengar and Lepper 2000).

The latter was influenced by post-positivistic philosophers of science—such as Thomas

Kuhn, Paul Feyerabend, and Richard Rorty—and approaches expanded to include various
qualitative techniques (interpretive, ethnographic, humanistic, and even introspective
methods) not previously prominent in the field of consumer research. These included:

 Interpretive approaches—such as those drawing on semiotics and hermeneutics—in

an effort to gain a richer understanding of the symbolic meanings involved in
consumption experiences;

 Ethnographic approaches—borrowed from cultural anthropology—such as those

illustrated by the influential Consumer Behavior Odyssey (Belk et al. 1989) and its
discoveries about phenomena related to sacred aspects of consumption or the deep
meanings of collections and other possessions;

 Humanistic approaches—such as those borrowed from cultural studies or from

literary criticism and more recently gathered together under the general heading
of consumer culture theory (CCT);

 Introspective or autoethnographic approaches—such as those associated with a

method called subjective personal introspection (SPI) that various consumer
researchers like Sidney Levy and Steve Gould have pursued to gain insights based on
their own private lives.

These qualitative approaches tended not to appear in the more traditional journals such as
the Journal of Marketing, Journal of Marketing Research, or Marketing Science. However,
newer journals such as Consumption, Markets, & Culture and Marketing Theory began to
publish papers that drew on the various interpretive, ethnographic, humanistic, or
introspective methods.

Aims after 1980

In 1974, consumer research finally got its own journal with the launch of the Journal of
Consumer Research (JCR). The early editors of JCR—especially Bob Ferber, Hal Kassarjian,
and Jim Bettman—held a rather divergent attitude about the importance or even the
desirability of managerial relevance as a key goal of consumer studies. Under their influence,
some researchers began to believe that consumer behavior is a phenomenon worthy of study
in its own right—purely for the purpose of understanding it better. The journal incorporated
articles from an array of methodologies: quantitative (both secondary data analysis and
experimental techniques) and qualitative. The ―right‖ balance between theoretical insight and
substantive relevance—which are not in inherent conflict—is a matter of debate to this day
and will likely continue to be debated well into the future.

24
Summary—the three I’s after 1980
In sum, beginning in the early-1980s, consumer research branched out. Much of the work in
consumer studies remained within the earlier tradition of the three R’s—that is, rationality (an
information-processing decision-oriented buyer), rigor (neo-positivistic experimental designs
and quantitative techniques), and relevance (usefulness to marketing managers). Nonetheless,
many studies embraced enlarged views of the three major aspects that might be called
the three I’s—that is, irrationality (broadened perspectives that incorporate illogical,
heuristic, experiential, or hedonic aspects of consumption), interpretation (various qualitative
or ―postmodern‖ approaches), and intrinsic motivation (the joy of pursuing a managerially
irrelevant consumer study purely for the sake of satisfying one’s own curiosity, without
concern for whether it does or does not help a marketing practitioner make a bigger profit).

The present—the consumer behavior field today

Present Concepts
In recent years, technological changes have significantly influenced the nature of
consumption as the customer journey has transitioned to include more interaction on digital
platforms that complements interaction in physical stores. This shift poses a major conceptual
challenge in understanding if and how these technological changes affect consumption. Does
the medium through which consumption occurs fundamentally alter the psychological and
social processes identified in earlier research? In addition, this shift allows us to collect more
data at different stages of the customer journey, which further allows us to analyze behavior
in ways that were not previously available.

. In recent years, a number of concepts (e.g., identity, beliefs/lay theories, affect as

information, self-control, time, psychological ownership, search for meaning and happiness,
social belonging, creativity, and status) have emerged as integral factors that influence and
are influenced by consumption. To better understand these concepts, a number of influential
theories from social psychology have been adopted into consumer behavior research. Self-
construal (Markus and Kitayama 1991), regulatory focus (Higgins 1998), construal level
(Trope and Liberman 2010), and goal systems (Kruglanski et al. 2002) all provide social-
cognition frameworks through which consumer behavior researchers study the psychological
processes behind consumer behavior. This ―adoption‖ of social psychological theories into
consumer behavior is a symbiotic relationship that further enhances the theories. Tory
Higgins happily stated that he learned more about his own theories from the work of
marketing academics (he cited Angela Lee and Michel Pham) in further testing and extending
them.

Present Methods
Not only have technological advancements changed the nature of consumption but they have
also significantly influenced the methods used in consumer research by adding both new
sources of data and improved analytical tools (Ding et al. 2020). Researchers continue to use
traditional methods from psychology in empirical research (scale development, laboratory
experiments, quantitative analyses, etc.) and interpretive approaches in qualitative research.
Additionally, online experiments using participants from panels such as Amazon Mechanical
Turk and Prolific have become commonplace in the last decade. While they raise concerns
about the quality of the data and about the external validity of the results, these online
experiments have greatly increased the speed and decreased the cost of collecting data, so
researchers continue to use them, albeit with some caution. Reminiscent of the discussion in
the 1970s and 1980s about the use of student subjects, the projectability of the online
25
responses and of an increasingly conditioned ―professional‖ group of online respondents
(MTurkers) is a major concern.

Technology has also changed research methodology. Currently, there is a large increase in
the use of secondary data thanks to the availability of Big Data about online and offline
behavior. Methods in computer science have advanced our ability to analyze large corpuses
of unstructured data (text, voice, visual images) in an efficient and rigorous way and, thus, to
tap into a wealth of nuanced thoughts, feelings, and behaviors heretofore only accessible to
qualitative researchers through laboriously conducted content analyses. There are also new
neuro-marketing techniques like eye-tracking, fMRI’s, body arousal measures (e.g., heart
rate, sweat), and emotion detectors that allow us to measure automatic responses. Lastly,
there has been an increase in large-scale field experiments that can be run in online B2C
marketplaces.

Present Aims
Along with a focus on real-world observations and data, there is a renewed emphasis on
managerial relevance. Countless conference addresses and editorials in JCR, JCP, and other
journals have emphasized the importance of making consumer research useful outside of
academia—that is, to help companies, policy makers, and consumers. For instance,
understanding how the ―new‖ consumer interacts over time with other consumers and
companies in the current marketplace is a key area for future research. As global and social
concerns become more salient in all aspects of life, issues of long-term sustainability, social
equality, and ethical business practices have also become more central research topics.
Fortunately, despite this emphasis on relevance, theoretical contributions and novel ideas are
still highly valued. An appropriate balance of theory and practice has become the holy grail
of consumer research.

The effects of the current trends in real-world consumption will increase in magnitude with
time as more consumers are digitally native. Therefore, a better understanding of current
consumer behavior can give us insights and help predict how it will continue to evolve in the
years to come.

The future—the consumer behavior field in 2040

The other papers use 2030 as a target year but we asked our survey respondents to make
predictions for 2040 and thus we have a different future target year.
Niels Bohr once said, ―Prediction is very difficult, especially if it’s about the future.‖ Indeed,
it would be a fool’s errand for a single person to hazard a guess about the state of the
consumer behavior field twenty years from now. Therefore, predictions from 34 active
consumer researchers were collected to address this task. Here, we briefly summarize those
predictions.

Future Concepts
While few respondents proffered guesses regarding specific concepts that would be of
interest twenty years from now, many suggested broad topics and trends they expected to see
in the field. Expectations for topics could largely be grouped into three main areas. Many
suspected that we will be examining essentially the same core topics, perhaps at a finer-
grained level, from different perspectives or in ways that we currently cannot utilize due to
methodological limitations (more on methods below). A second contingent predicted that

26
much research would center on the impending crises the world faces today, most mentioning
environmental and social issues (the COVID-19 pandemic had not yet begun when these
predictions were collected and, unsurprisingly, was not anticipated by any of our
respondents). The last group, citing the widely expected profound impact of AI on
consumers’ lives, argued that AI and other technology-related topics will be dominant
subjects in consumer research circa 2040.

While the topic of technology is likely to be focal in the field, our current expectations for the
impact of technology on consumers’ lives are narrower than it should be. Rather than merely
offering innumerable conveniences and experiences, it seems likely that technology will
begin to be integrated into consumers’ thoughts, identities, and personal relationships—
probably sooner than we collectively expect. The integration of machines into humans’
bodies and lives will present the field with an expanding list of research questions that do not
exist today. For example, how will the concepts of the self, identity, privacy, and goal pursuit
change when web-connected technology seamlessly integrates with human consciousness and
cognition? Major questions will also need to be answered regarding philosophy of mind,
ethics, and social inequality. We suspect that the impact of technology on consumers and
consumer research will be far broader than most consumer-behavior researchers anticipate.

As for broader trends within consumer research, there were two camps: (1) those who expect
(or hope) that dominant theories (both current and yet to be developed) will become more
integrated and comprehensive and (2) those who expect theoretical contributions to become
smaller and smaller, to the point of becoming trivial. Both groups felt that current researchers
are filling smaller cracks than before, but disagreed on how this would ultimately be resolved.

Future Methods
As was the case with concepts, respondents’ expectations regarding consumer-research
methodologies in 2030 can also be divided into three broad baskets. Unsurprisingly, many
indicated that we would be using many technologies not currently available or in wide use.
Perhaps more surprising was that most cited the use of technology such as AI, machine-
learning algorithms, and robots in designing—as opposed to executing or analyzing—
experiments. (Some did point to the use of technologies such as virtual reality in the actual
execution of experiments.) The second camp indicated that a focus on reliable and replicable
results (discussed further below) will encourage a greater tendency for pre-registering studies,
more use of ―Big Data,‖ and a demand for more studies per paper (versus more papers per
topic, which some believe is a more fruitful direction). Finally, the third lot indicated that
―real data‖ would be in high demand, thereby necessitating the use of incentive-compatible,
consequential dependent variables and a greater prevalence of field studies in consumer
research.

As a result, young scholars would benefit from developing a ―toolkit‖ of methodologies for
collecting and analyzing the abundant new data of interest to the field. This includes (but is
not limited to) a deep understanding of designing and implementing field studies (Gerber and
Green 2012), data analysis software (R, Python, etc.), text mining and analysis (Humphreys
and Wang 2018), and analytical tools for other unstructured forms of data such as image and
sound. The replication crisis in experimental research means that future scholars will also
need to take a more critical approach to validity (internal, external, construct), statistical
power, and significance in their work.

27
Future Aims
While there was an air of existential concern about the future of the field, most agreed that
the trend will be toward increasing the relevance and reliability of consumer research.
Specifically, echoing calls from journals and thought leaders, the respondents felt that papers
will need to offer more actionable implications for consumers, managers, or policy makers.
However, few thought that this increased focus would come at the expense of theoretical
insights, suggesting a more demanding overall standard for consumer research in 2040.
Likewise, most felt that methodological transparency, open access to data and materials, and
study pre-registration will become the norm as the field seeks to allay concerns about the
reliability and meaningfulness of its research findings.

Summary - Future research questions and directions

Despite some well-justified pessimism, the future of consumer research is as bright as ever.
As we revised this paper amidst the COVID-19 pandemic, it was clear that many aspects of
marketplace behavior, consumption, and life in general will change as a result of this
unprecedented global crisis. Given this, and the radical technological, social, and
environmental changes that loom on the horizon, consumer researchers will have a treasure
trove of topics to tackle in the next ten years, many of which will carry profound substantive
importance.

28
 CHAPTER V
COMPANY PROFILE

29
 THE COMPANY PROFILE

Big Bazaar is an Indian retail chain of hypermarkets, discount department stores,

and grocery stores. The retail chain was founded by Kishore Biyani under his parent
organisation Future Group, which is known for having a significant prominence in Indian
retail and fashion sectors. Big Bazaar is also the parent chain of Food Bazaar, Fashion at Big
Bazaar (abbreviated as fbb) and eZone where at locations it houses all under one roof, while
it is sister chain of retail outlets like Brand Factory, Home Town, Central, eZone, etc.
Founded in 2001, Big Bazaar is one of the oldest and largest hypermarket chains of India,
housing about 250+ stores in over 120 cities and towns across the country
HISTORY
Big Bazaar was founded in 2001 by Kishore Biyani, the founder and chief executive officer
(CEO) of the parent company, the Future Group.
The former captain of Indian cricket team, Mahendra Singh Dhoni have previously endorsed
for the fashion vertical of Big Bazaar.
Acquisition
In 2020, Big Bazaar was acquired by Reliance Retail, the retail division of the Reliance
Industries, as part of a ₹24,713 crore ($3.36 billion) sale transaction of Future Group.The
acquisition is being disputed in Singapore courts by Amazon, which is citing a contract
agreement prohibiting deals with 'restricted list' of companies.

ABOUT FUTUREBAZAAR.COM
FutureBazaar.com is the e-commerce arm of the Future Group. FutureBazaar provides an
integrated shopping site where consumers are able to buy products from our flagship stores
including eZone, Pantaloons and Big Bazaar online and get home delivery of products.

FutureBazaar delivers across more than 1500 cities and towns in India covering 16,000 pin
codes. FutureBazaar carries genuine products and offers manufacturer's warranty (as
opposed to Seller's warranty) which most other sites offer. FutureBazaar offers products
where the complete supply chain is managed by Future Group entities unlike other sites that
are marketplaces.
By the virtue of being a part of Future Group, FutureBazaar is able to offer a wide range of
genuine products at very competitive prices, confidence of buying from a trusted source and
the convenience of returning in our physical stores.

30
ABOUT BIG BAZAAR
Big Bazaar is not just another hypermarket. It caters to every need of your family. Where
Big Bazaar scores over other stores is its value for money proposition for the Indian
customers.

At Big Bazaar, you will definitely get the best products at the best prices - that's what we
guarantee. With the ever increasing array of private labels, it has opened the doors into the
world of fashion and general merchandise including home furnishings, utensils, crockery,
cutlery, sports goods and much more at prices that will surprise you. And this is just the
beginning. Big Bazaar plans to add much more to complete your shopping experience.

ABOUT PANTALOONS
Pantaloons are among India's largest chains of fashion stores. Pantaloons Fresh Fashion,
with its focus on 'fresh look, feel and attitude' offers, trendy and hip collections that are in
sync with the hopes and aspirations of discerning young and 'young-at-heart' consumers.

Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion is
followed internationally. This 'fresh fashion' destination allows customers to shop for the
latest in fashion apparel and accessories throughout the year in an attractive and visually
stimulating ambience.

Pantaloons Fresh Fashion stores have presence with stores not just in Metros but also in
smaller towns. All stores have a wide variety of categories like casual wear, ethnic wear,
formalwear, party wear and sportswear for Men, Women and Kids.

ABOUT EZONE
eZone, with the catch phrase 'experience electronics' is an experience led lifestyle format
that brings together the best in national and international consumer electronic and durables
brands in a family-centric environment.

Typically in excess of 12,000 square feet in size, an eZone store truly enables you to
experience electronics, through three dedicated zones - Liberation Zone, Experience Zone
and Home Zone. The Liberation Zone offers personal products like computers, laptops,
handy cams, MP3 players and mobile phones. While entertainment products such as Plasma /
LCD, Flat TV's, Home Theatre systems, DVD players, and Stereo systems are displayed in
31
the Experience Zone. And in the Home Zone segment, one gets to pick electronic goods of
his or her choice including Refrigerators, Air Conditioners, washing machines and
Microwave ovens among other kitchen related appliances.

eZone is not only about showcasing electronics products and gadgets, but providing you
with a complete shopping experience through touch & feel, allowing you to pick and
choose from an array of best of brands under one roof. eZones are primarily stand alone
concepts, but are also present within the Central malls.

The Big Bazaar is a useful place to find cheap household items, clothes, and food all under
one roof. However, the chaos and crowds often make shopping there a challenge. Pros

Low prices.
Great sales and promotions.
Wide range of products under the one roof.
Many stores.
Cons
Overcrowded.
Checkout can be extremely slow.
Complaints of poor customer service and overcharging.
Quality is variable.

Description
Outlets in around 60 locations across India.
Sells furniture, electronics, clothes, cookware, cosmetics, household items, food, gifts,
jewelry, and books.
Also has special Food Bazaar outlets.
Most stores open from 10 a.m. until 9.30-10 p.m. daily.

GUIDE REVIEW - REVIEW OF BIG BAZAAR INDIA

There was a time not so long ago that large department stores were a completely foreign
concept in India -- but not anymore. The Big Bazaar is one such department store to have set
up shop across the country. Since its first outlet opened in Kolkata in late 2001, the Big
Bazaar has spread to towns and cities at an alarming rate.

32
These multi-level shopping meccas stock everything from food to fridges, and cookware to
clothes. However, the Big Bazaar isn't your ordinary department store. It's been especially
designed to appeal to the Indian consumer. You may be thinking, what does that mean? In
short, organized chaos.

With a slogan of "Is se sasta aur accha kahin nahi!" ("Nowhere cheaper or better than this!"),
the Big Bazaar targets itself directly at the average Indian's love of following the crowd and
scrambling for a good discount.

You won't find neatly ordered aisles at the Big Bazaar. Instead, stores are laid out to replicate
a market environment, with items all thrown in together. Promotions such as

"Sabse Saste Teen Din" (Cheapest Three Days) and "Purana Do, Naya Lo" (Give Old,

Take New) result in shoppers flooding the stores, to the point that some stores have become
so overcrowded they've had to close.

If you visit the Big Bazaar in the daytime during the week, it is possible to have a deceptively
pleasant and hassle free shopping experience.

However, don't make the mistake of going there during a sale, on holidays, evenings, or on
Sunday. When I did this, I had to wait for almost an hour just to be served at the checkout.
Forget about getting the all items I wanted, I was happy to get out of there in one piece!

I've also found that the full price is all too often charged on sale items, so do check your
receipt to make sure that discounts have been properly recorded.

33
 CHAPTER VI
DATA ANALYSIS &
INTERPRETATION

34
 CUSTOMER S MONTHLY INCOME

Higher income Group 5%

Middle Income Group 50%

Lower Income Group 20%

No Income Group 25%

INCOME GROUP5

5%5
25%H Higher IncomeG
Group (> Rs.60000)M
Middle IncomeG
Group (Rs. 40000-60000)L
Lower IncomeG
50%2 Group(Rs.10000-40000)N
20%2 No Income Group
(< Rs.10000)

Analysis: The above diagram shows the distribution of income level of customers coming
in to big bazaar. Among the 350 respondents 50% of customers are of middle income level
that is between Rs10000 – 40000 per month. Least number of customers visiting Big bazaar
are the higher income level people (> Rs.60000 pm) that constitute only 5%. The lower
income level of people coming to big bazaar constitutes of 20%. 25% of people belong to no
income group which mostly consists of students.

Interpretation: Big bazaar is the hub of shopping for middle level income group
people because of its reasonable price on its each product category. The higher level income
group people don’t prefer to do shopping in big bazaar as it doesn’t deal with branded
products. The higher level income group people are very status conscious and their
psychology is such type that they don’t prefer much to visit big bazaar as it is a discounted
store. The lower income group people come in to big bazaar as they get goods at a discounted
price. Hence big bazaar should include branded products in its product category which will
encourage higher income group people to come in to big bazaar. Probably not much of lower
income group people come to big bazaar as they don’t like to have any shopping experience
rather they just go for nearby store where they can get their necessity goods. Even they
purchase goods on a regular basis on a small quantity. So they don’t have much interest to
come to big bazaar and do shopping.
35
 CUSTOMERS VISIT BIG BAZAAR

Weekly 29%
Monthly 34%
Quarterly 23%
On unplanned basis 14%

Interpretation: From this I interpret that in big bazaar 34% customers visit monthly,
29% customer visit weekly 23% customers visit quarterly and 14% customers visit on
planned basis , it means mostly customers visit weekly and monthly basis for purchase their
requirements.

36
 APART FROM BIG BAZAAR VISIT RETAIL OUTLET

Yes 64%
No 36%

Interpretation: From this I interpret that 64% customers of big bazaar visit other retail
stores for their requirements and 36% customers of big bazaar generally do not visit other
retail stores. It shows that customers satisfaction level is more in big bazaar.

37
 PURPOSE BEHIND VISITING BIG BAZAAR

Shopping 60%
Outing 10%
Both 30%

PURPOSE

30%

Shopping
Outing
60% Both

10%

Analysis: Out of the 350 respondents 60% of respondents visit big bazaar for shopping,
10% for outing and 30% visit big bazaar for both the purposes.

Interpretation: From this I interpret that big bazaar is purely a shopping complex but it
also facilitates a certain kind of ambience and decorum to the people that they also visit it for
the purpose of outing. The infrastructure and ambience of big bazaar is so that people even
like to go there even also they don’t have to purchase anything. People enjoy doing shopping
in big bazaar. This is very nice for it as often customers.

38
 DEMAND FOR OTHER RETAIL OUTLETS IN A MALL

70%
60%
50%
40%
Series1
30%
20%
10%
0%

Food Court

Gift Corner
Garment Outlet

Watches Store
Footwear Outlet

Entertainment

Jewellery and
Analysis: The above graph shows that 65% of people visit garment outlet in a mall other
than that of big bazaar. 30% of people also prefer to visit food court in a mall other than big
bazaar. 20% of the people go to footwear outlet in a mall other than big bazaar. 20% of
people also go to mall for entertainment purpose. Some people that are 10% each also visit
gift corner store and jewellery & watches store in a mall other than big bazaar.

Interpretation: From this analysis I come to know that most of the people tend to visit
garment outlets in a mall other than big bazaar as it has some exclusive branded outlets.
People also go for footwear stores as malls have branded footwear stores in it. People go for
watching movies to mall for entertainment. Yet a few people visits gift corners and jewellery
stores in a mall. This is of course a threat for big bazaar that it is not able to attract customers
from other retail outlets and retain them with it. Big bazaar should definitely include more of
branded products in its product category in order to bring in the customers of mall to it and
retain them with it. It can include some of the exclusive branded outlets of cloths and
jewellery in it in order to attract the brand choosy customers.

39
 PRODUCTS MOSTLY PURCHASED BY CUSTOMERS IN BIG
BAZAAR

Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%

Any other Item

Gift Item

Electronic Item

Leather Item Series1

Food Item

Grocery

Clothes

0% 20% 40% 60% 80%

Analysis: This chart clearly indicates that the demand for grocery that is 70% is highest
by the customers followed by clothes rated 60%. The next highest demand is for food items
that is 50%. 25% demand is for leather items in big bazaar. Electronic items holds 15% of
demand and gift items and other items has a demand of only 10% by the customers of big
bazaar.

Interpretation: From this analysis I interpret that customers demand are high for
grocery and clothes followed by food items in big bazaar. Electronic items have a little
demand by the customers. Gift items and other items are not much in demand by the
customers. I can interpret that clothes, grocery and food items are the major products which
hold maximum number of customers. So big bazaar should maintain its low pricing and
40
product quality to keep hold of the customers and also it should keep more qualitative
products of gift and leather items so that people would go for more purchase of these items
from it. Big bazaar has many local branded products of grocery and cloths and it is
successfully selling it. It should also include branded products so that more sales can take
place.

EXPENDITURE PATTERN OF CUSTOMERS COMING IN TO BIG

BAZAAR

Below Rs.500 /single visit 11%

500-1000 /single visit 16%
1000-1500 /single visit 22%
1500-2000 /single visit 22%
More than 2000 /single visit 29%

EXPENDITURE PATTERN

11%
29%
Below 500
16%
500-1000
1000-1500
1500-2000
More than 2000
22%
22%

Analysis: We can clearly see from this graph that majority of the customers spend a lot in
big bazaar that is 29% of people spend more than Rs2000 in a single visit to big bazaar.
Equal number of people that is 22% of people each spend Rs 1000-1500 and Rs 1500-2000
respectively in a visit to big bazaar.16% of people spend Rs 500-1000 and only 11% of
customers are there who spends less than Rs500 in their visit to big bazaar.

41
Interpretation: From this I interpret that most of the customers purchase goods in bulk
which leads them to spend a lot. Volume sales are high in big bazaar. Customers tend to
purchase more goods from big bazaar as it provides goods at a discounted rate. Probably
those persons who spend more in a visit to big bazaar are purchasing on a monthly basis.
Those customers who are spending very less money that is below Rs 500 are mostly coming
in just to move around big bazaar and spend time. In the process they used to spend money
on food items and also purchase some products while roaming in it. Impulse buying behavior
of customers comes in to play to a large extent. More discounts shall be provided to people
who does bulk purchase. This will encourage people to purchase more products.

42
 TIME SPENT BY CUSTOMERS IN SHOPPING IN BIG BAZAAR

Less than half an hour 10%

Half an hour to 1 hour 15%
1 hour to 1 1/2 hours 35%
1 1/2 hours to 2 hours 22%
More than 2 hours 18%

Analysis: People spend a lot of time in shopping in big bazaar. Majority of the
respondents (35%) said that they spend at least 1 hour to 1 ½ hours in big bazaar. 22%
respondents also said that they spend 1 ½ hours to 2 hours in their visit to big bazaar. Only
10% of people said that they spend very little time that is less than half an hour in big bazaar.

Interpretation: As per the given data I interpret that customers are very product choosy
now a days and that’s why they spend a lot of time in shopping in big bazaar. Probably
customers might even be spending more time in big bazaar as it provides a very nice
ambience and atmosphere for the people to shop in. Hence those persons who spend half an
hour or less than half an hour in big bazaar are those persons who just come to purchase
limited products and come only because of low pricing of products. People also spend much
time in it but purchase very few goods. The sales personnel should focus on the people who
take long time in shopping and purchases a lot and provide special kind of service to them as
they are the major customers.

43
 COMPARISON OF FOOTFALLS IN WEEKDAYS AND WEEKENDS

Weeks days 40%

Weekends 60%

FOOTFALLS

40%
Weeks days
Weekends
60%

Analysis: The above graph shows that more number of people comes to big bazaar in
weekends than that of week days .40% of people visits big bazaar in weekdays where as 60%
of people visit big bazaar in weekends.

Interpretation: I can clearly interpret from this that most of the people tend to visit big
bazaar in weekends rather than that of week days. There are more footfalls in big bazaar in
weekends than that of week days. Though there is not much difference as 40% of people visit
big bazaar in week days hence in weekends the footfall iABIDSeases by 10%. As people
come more in weekends, so big bazaar should keep it open for more time in week ends. The
infrastructure can be changed a bit in week ends so that customers can see more products
clearly and can move around comfortably. In order to bring in more number of customers in
week days big bazaar should provide some schemes in week days which will encourage
people to come in to it in week days also. Hence the crowd is more in weekends and big
bazaar should avail more parking spaces for its customers in weekends. It can make some
temporary arrangement for parking every weekend. It should not spend much money in
advertising and displaying of products in weekdays rather it should advertise and display
products more in weekends as more number of people comes in weekends.

44
 CUSTOMER’S PREFERENCE OF TIMING TO VISIT BIG BAZAAR

10 A.M - 1 P.M 8%
1 P.M – 3 P.M 17%
3 P.M – 6 P.M 35%
6 P.M – 10 P.M 40%

Analysis: The above pie chart shows that most of the people prefer to visit big bazaar in
evening time than that of the day time. Only 25% of people tend to visit big bazaar during
day time while 75% of people tend to visit big bazaar during after noon time.

Interpretation: From the above analysis I interpret that evening time is the peak time
for big bazaar and day time is the off peak time for big bazaar. There is more number of
people found in big bazaar during evening time than that of day time. Probably more of
products are being sold during evening time in big bazaar than that of day time. Big bazaar
shall provide some special offerings during day time so that more people should come in
during day time. It could offer some special kind of product in daytime which will be not
available during evening time. In this way it will bring in more number of people during day
time for getting the special kind of products but along with that it will be able to sale other
products as people do a lot of impulse buying at big bazaar.
45
 COMPARISON OF CUSTOMERS PURCHASING WITH PLANNED
LIST OF PRODUCTS AND PURCHASING PRODUCTS ON
UNPLANNED BASIS

Yes 50%
No 40%
Ever 10%

Analysis: As shown in the graph out of my total respondents of 350, 50% of customers
come to big bazaar with a planned list of products. 40% of people come in to big bazaar
without any planned list of products to be purchased from big bazaar.

Interpretation: As per the data obtained from the customers of big bazaar I interpret
that most of the customers comes in to big bazaar with a planned list of products. Few
customers come to big bazaar without any planned list of products and purchases products
depending on their selection. These people basically come to the mall and hence get in to big
bazaar. Depending on the product category and brand and quality of products they purchases
goods. Some couples come to mall and go to food bazaar to have food together and to have
chit chat among them. The customer who comes with a planned list of products purchases
more products than that of the customers who comes without any planned list of products. So
big bazaar should provide more variety and essential goods so that more number of people
should come in with a planned list of products.
46
 BRAND PREFERENCE OF CUSTOMERS IN BIG BAZAAR
Yes 10%
No 50%
Depends on category 40%

BRAND PREFERENCE

10% Yes

40%
No

50% Depends on
category

Analysis: As seen in the above chart it is clearly known that only 10% of people come in
to big bazaar with a list of brands in advance. 50% of people completely deny that they don’t
prepare in list of brand in advance. 40% of people told that they prepare a list of brand
depending on the product category.

Interpretation: From this I interpret that customers don’t opt for much brand
preference while purchasing products in big bazaar. A few customers search for brands but
depending on the product category. Customers probably don’t decide for brands on products
as there are not much of known branded products available at big bazaar. On product
categories like grocery and clothes, big bazaar has many local branded products. Customers
purchase a lot of these as its cheap in price even though its quality is not so good. As most of
the customers belong to lower class and middle class people, they purchase those local
branded products as it gives them value for money. Different products of the same category
have different prices. Quality of products varies with the price. This enables customization of
products for various types of customers. Customers search for brands mostly in apparel
section. Some customers also pre decides the brand on the local manufactured grocery and
food products of big bazaar. Big bazaar should include more of the branded products in its
each category so that customers have more options to choose among the brands. This will
bring in more number of people to big bazaar which will definitely increase the sales.
47
 COMPARISON OF BRAND PREFERENCE ON DIFFERENT
PRODUCT CATEGORY

Cloths 40%
Grocery 40%
Gift Items 33%
Electronic Items 25%
Leather Items 2%
Any Other Item 12%

45%
40%
35%
30%
25%
Series1
20%
15%
10%
5%
0%
m

m
ry
s

s
th

m
te

Ite
ce
lo

Ite

Ite
rI

ro
C

er
he

if t
G

th
ni

G
at

O
ro
Le

ct

ny
le

A
E

Analysis: This graph shows that cloths and grocery are the only two items on which
customers mostly prefer the brands that is 40% each. 33% brand preference is on gift items
and 25% is on electronic items. Brand preference on leather items is 2% and 12% on any
other item.

Interpretation: From this I interpret that some of the products brand are pre decided in
advance and for some of the products customers don’t at all pre decide any brand. As per
electronic goods are concerned customers pre decide the brand as many branded electronic
products are available in big bazaar. The customers pre decides brands on cloths and grocery
most as big bazaar produces much of local brands and also have some well known branded
products of clothes with it like flying machine jeans.

48
 MODE OF PAYMENT OF CUSTOMERS IN BIG BAZAAR

Cash Payment 55%

Credit Card 19%
Debit Card 26%

Analysis: As per my study is concerned, out of the total respondents 55% of people make
cash payment in big bazaar. 19% of them uses credit card as their mode of payment and 26%
of the people makes payment in big bazaar through their debit card.

Interpretation: As per the obtained data I interpret that more number of people makes
cash payment in big bazaar. A fraction of people uses their credit card for payment in big
bazaar and a very few people uses their debit card for payment. I can interpret that quick
exchange of money for goods is done in big bazaar as most of the people mode of payment is
cash payment. Hence sometimes big bazaar has to wait for a short time period as some of the
customers make their payment through credit and debit card.

49
 COMPARISON OF FACTORS WHICH ENCOURAGES CUSTOMERS
TO COME IN TO BIG BAZAAR

Price 60%
Service 40%
Ambience 50%
Product Variety 65%
Product Quality 20%
Convenience 35%

Analysis: People are mostly encouraged to come to big bazaar because of its cheap price
and availability of variety of products. Around 65% of the total respondent said they are
mostly encouraged to come to big bazaar as it has variety options. Even most of the
customers said that they get goods there in a discounted price and so they come in to it. Many
customers also said that they feel good about the service and ambience provided by big
bazaar. Around 35% of customers also said that convenience is also another factor which
leads them to come to big bazaar. Product quality is rated at very low that is only 20% which
encourages the customers to come to big bazaar.

50
Interpretation: From this analysis I interpret that big bazaar is a well known for its
variety options. People mostly come to big bazaar as they get various kinds of products under
one roof. It is also clearly known that big bazaar sales its goods at a discounted price as
compared to the market. Even it provides a good service and ambience to its customers which
encourages them to visit big bazaar more and more times. I can also interpret from this that
big bazaar has located itself in a good place from where it is able to attract customers. As a
hypermarket which is to be located far off the city, big bazaar has located itself in a good
place from where it is convenient for people to visit big bazaar. Big bazaar should try and
produce more qualitative products so that customers can get more satisfaction and would
never think of not doing shopping in big bazaar.

51
 SERVICES OF THE SALES PERSONNEL IN BIG BAZAAR
Very good 17%
Good 29%
Ok 36%
Poor 13%
Very poor 5%

Interpretation: From this I interpret that 36% customers realize service of sale
personnel in Big Bazaar is OK, 29% realize good, 17% realize Very Good, 13% realize Poor
and 5% customers is very dissatisfied with sales personnel’s in Big Bazaar.

52
 CUSTOMERS’ MODE OF TRANSPORT TO BIG BAZAAR

Hired Vehicle 10%

Two-wheeler 40%
Four-wheeler 35%
Any Other 15%

Analysis: Around 40% of the total respondent of comes in to big bazaar with their own
two wheelers. The second majority of people consist of people riding four wheeler and
coming in to big bazaar. Only 15% of people of the total respondent visits big bazaar on hired
vehicles. 10% customers of the total respondent comes in any other mode of transport.

Interpretation: From the above data I interpret that there are more number of four
wheelers coming found in big bazaar than that of two wheelers. People prefer more to go to
big bazaar in four wheelers than that of two wheelers. A few people are found who comes in
to big bazaar with a hire vehicle. Probably they might be the tourists.

53
 PARKING SPACE AVAILABILITY IN BIG BAZAAR

Less than adequate 45%

Adequate 45%
More than adequate 10%

AVAILABILITY OF PARKING SPACE

10%

Less than
adequate
45% Adequate

More than
45%
adequate

Analysis: As it is shown in pie chart most of the people say big bazaar does not provide
adequate parking space. Equal number of people also says that adequate space is provided for
parking big bazaar. Only 10% of people say that more than adequate space is available for
parking in big bazaar.

Interpretation: Analyzing the above data, I interpret that customers are not satisfied
with the parking space availability provided by big bazaar. Hence it’s a threat for big bazaar
as it may loose its customers because of less parking space availability. Even though many
customers say adequate space is available for parking in big bazaar but also it is a threat for
big bazaar as it is seen more number of people are expected to come in to big bazaar. In
holidays probably it will be very difficult for customers to park their vehicle in big bazaar.

54
 CUSTOMER’S PREFERENCE TOWARDS KIRANA STORE

Yes 65%
No 35%

0 0

35%

yes
no
65%

Analysis: Out of my total respondent of 350 customers, 65% of them says they go to their
nearby kirana store and 35% said that they don’t at all go to any kirana store. This shows that
majority of people go to kirana store even though they visit big bazaar. But some customers
are there who never goes to any kirana store.

Interpretation: As per the given data I analyze that most number of people tend to
purchase goods from nearby kirana store even if they come to big bazaar. I can conclude
from this that a kirana store is a competitor of big bazaar. Some customers never go for
shopping in kirana store as of it does not have much variety option available with it. Probably
they are more interested in having a shopping experience rather than to just go and purchase
goods from kirana store.

55
 COMPARISON OF BIG BAZAAR WITH ANY KIRANA STORE
Shopping
Price Service Variety Quality Convenience Experience Ambience

Big bazaar 70% 50% 100% 40% 25% 90% 95%

Kirana store 30% 50% 0% 60% 75% 10% 5%

120
100 100 95
90
80 75
70 Big bazaar
60 60
50 Kirana store
40 40
30 25
20
10 5
0 0
er e

m e
ce

ce
e

ty

in ve n y
xp c

A nc
ric

pp n lit
ie

E ien
vi

en
ho Co ua

ie
ar
P

er

bi
Q
V
S

g
S

Analysis: The above graph shows the comparison of different factors between big bazaar
and a nearby kirana store. 70% of people say big bazaar provides goods at a cheaper price as
compared to that of a kirana store. 50% of people say big bazaar provides better service and
another 50% of them say kirana store provides better service. Each and every customer that is
100% agrees that there are more variety of products available at big bazaar than that of kirana
store. As per quality of goods is concerned 60% of the customer say kirana store provides
better qualitative products while 40% of the customers say big bazaar also provides
qualitative products. 75% people say it is more convenient for them to go to a kirana store
while 25% of them say going to big bazaar is more convenient for them. 90% of respondents
said it is a good shopping experience at big bazaar while 105 of them said that they also have
a good shopping experience at kirana store. As per ambience is concerned 95% of customers
said big bazaar provides much nice ambience than big bazaar while 5% of them said that
ambience provided by kirana store is also equivalent to that of big bazaar.

Interpretation: I interpreted from this that a kirana store is one of the competitor of big
bazaar. It is a threat for big bazaar as some of the attributes of a kirana store provides more
satisfaction to customers. Big bazaar should try to improve on each of its attributes and out
compete the kirana store so that it can convert the customers of kirana store to be the
customers of big bazaar.

56
 COMPARISON OF BIG BAZAAR WITH OTHERS ORGANIZED
RETAILERS BASED ON FOLLOWING POINTS
Shopping
Price Service Variety Quality Convenience Experience Ambience

Big bazaar 45% 50% 55% 52% 54% 46% 58%

O. Org. Retails 55% 50% 45% 48% 46% 54% 42%

Interpretation: I interpreted from this that other organized stores is another competitors
of big bazaar. It is a threat for big bazaar as some of the attributes of other organized stores
store provides more satisfaction to customers. Big bazaar should try to improve on each of its
attributes and out compete the other organized stores.

57
 SWOT ANALYSIS OF BIG BAZAAR

A SWOT analysis is done to know the strengths, weaknesses, opportunities and threats of any
company. This analysis will explain about the strengths, weaknesses, opportunities and
threats of big bazaar.

Strengths of Big bazaar

 Large variety option
 Cheap price
 Huge customer Base
 Volume sales

Weaknesses of Big bazaar

 Lacks in branded products
 Low in product quality
 Unable to provide enough parking space to its customers

Threats for Big bazaar

 Opening up of other discounted stores like Vishal mega mart
 Convenience of customers to nearby kirana stores
 Availability of products in other retail outlets

Opportunities for Big bazaar

 To open up more and more number of big bazaars in different cities of
the country.
 To grab the rural market
 To bring in the customers of other retail outlet by dealing with branded
products.
 Add more products to its product category

58
 CHAPTER - VII
RESEARCH FINDINGS &
SUGGESTIONS

59
 FINDINGS

1. Most of the customers buy their requirement in Big Bazaar on the basis of Weekly and
monthly basis. Customers realized that Big Bazaar stores provide qualitative products/service
with reasonable price.

2. At present time Big Bazaar provide different types of product assortments to the
customers.

3. Continuously opening of Big Bazaar chains in different major cities, increasing quantities
of the customers & profit show that Big Bazaar most accepted name in organized retail chain
in India.

4. Big Bazaar mainly deal with middle income group people who want qualitative product
with reasonable cost.

5. Big bazaar has a good reputation of itself in the market.

6. Big bazaar has positioned itself in the market as a discounted store.

7. Big bazaar holds a huge customer base. The majority of customers belong to middle class
family.

8. Impulse buying behavior of customers comes in to play most of the times in big bazaar.

9. There are more than 50 big bazaars in different cities of India, it seems that there is a vast
growth of big bazaar lying as customers demand is increasing for big bazaars.

10. Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery,
stationary, food items, electronic items, leather items, watches, jewellery, crockery,
decorative items, sport items, chocolates and many more. It competes with all the specialty
stores of different products which provide goods at a discounted rate all through the year.

11. The major players in retail industries are Big bazaar, The Tata Groups (Croma), Vishal
Retail Group, Reliance Retail, Kirana stores & Sabka Bazaar etc.

60
 SUGGESTIONS

 Big bazaar should include more of branded products its product category so as to
attract the brand choosy people to come in to big bazaar.

 Big bazaar should provide large parking space for its customers so that they can easily
park their vehicles.

 It should make different cash counters for different customers. Cash counter and
credit card payment counter should be placed differently in order to reduce the rush
and save the customer’s time. This will be a kind of motivator for the customers of
big bazaar.

 The service of the sales person is needed to be improved. Personal care should be
taken by the sales person for the customers so that the customers feel good.

 During the off peak hour’s big bazaar should provide some offers to its customers so
that people would be encouraged to come to big bazaar during off peak hours. The
customers who are present in the mall during the off peak hours of big bazaar will
definitely go in to big bazaar if surprise offers are made at that time.

 Customer care department is needed to take proper care of customer complaints and
queries. The person sitting at the help desk of big bazaar should be able to provide all
necessary information to the customers whenever it is required.

 The infrastructure is needed to be changed a bit during weekends as heavy crowd

comes in to big bazaar during those days.

61
 CHAPTER -VIII
SUGGESTIONS &
RECOMMENDATIONS

62
 RECOMMENDATIONS

Big bazaar is a major shopping complex for today’s customers. It is a place where customers
find variety of products at a reasonable price. Big bazaar has a good reputation of itself in the
market. It has positioned itself in the market as a discounted store. It holds a huge customer
base. The majority of customers belong to middle class family. The youth generation also
likes shopping and moving around big bazaar. Volume sales always take place in big bazaar.
Impulse buying behavior of customers comes in to play most of the times in big bazaar.

Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery,
stationary, food items, electronic items, leather items, watches, jewellery, crockery,
decorative items, sport items, chocolates and many more. It competes with all the specialty
stores of different products which provide goods at a discounted rate all through the year. It
holds a large customer base and it seemed from the study that the customers are quite
satisfied with big bazaar. As of now there are 34 big bazaars in different cities of India, it
seems that there is a vast growth of big bazaar lying as customers demand is increasing for
big bazaars.

Big bazaar is a hypermarket store where varieties of products are being sold on different
product category. It has emerged as a hub of shopping specially for middle class people.
Different types of products starting from a baby food to pizzas all are available under one
roof. In Hyderabad it is the middle class people who mostly do marketing from big bazaar.
Even most of the people do their monthly shopping from big bazaar. People not only visit big
bazaar to do shopping but also visit for outing purpose as it provides a very nice ambience to
its customers. As people go to malls they just tend to move around big bazaar whether it is
for shopping purpose or for outing purpose. Grocery, apparels and food items are the
products which are demanded most by the customers of Hyderabad in big bazaar. The major
drawback of big bazaar is that it lacks in providing enough parking space for its customers.
This may discourage the customers to come to big bazaar and shop as they face difficulty in
parking their vehicles. Even though some customers say that they don’t feel problem in
parking their vehicle, it is because of the parking space available to them by the mall. As it is
surveyed it seems that the biggest competitors of big bazaar are the kirana stores, discounted
specialty stores like Vishal mega mart, Hyderabad bazaar Big bazaar, The Tata Groups
(Croma), Reliance Retail, & Sabka Bazaar etc.

63
BIBLIOGRAPHY

64
 BIBLIOGRAPHY

BOOKS
► Kotler Philip, marketing management, (Pearson education, 12th edition)
► Malhotra K. Naresh, marketing research (An applied orientation), Research design,
(Prentice hall of India pvt. 5th edition)
► Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)
► Louden D.L. & bitta delia consumer behavior ( tata Mc. Graw hill, 4th edition )
► Newman A.J. and Cullen P,Retailing,Environment and operations(Vikas,1st Ed.)

INTERNET WEB PAGE

 Bigbazaar.co.in
 Organizedretail.co.in
 Retail seminar. In
 Literature review on Big Bazaar.com
 Retailing.co.in

65
QUESTIONNAIRE

66
 Questionnaire
PART-1

1. Name: -
2. Age: -
3. Gender: -
4. Address: -
5. Qualification: -
6. Profession: -
7. Ph.
8. What’s your monthly income?
a) Below 10,000
b) 20,000 – 40,000
c) 40,000 – 60,000
d) More than 60,000

PART-2
1.How frequently do you visit Big Bazaar?
a) Weekly
b) Monthly
c) Quarterly
d) On unplanned basis

2.Apart from Big Bazaar do you intend to visit any other retail outlet in a Mall?

a) Yes b) No

2.(a). If yes then what are the other retail outlets do you intend to visit in a mall?
e) Garment Outlet
f) Footwear Outlet
g) Food Court
h) Entertainment
i) Gift Corner
j) Jewellery and Watches store

67
2. What is the purpose behind visiting Big Bazaar?
a) Shopping
b) Outing
c) Others

3. What type of products do you mostly purchase in Big Bazaar?

a) Cloths
b) Grocery
c) Food Item
d) Leather Item
e) Electronic Item
f) Gift Item
g) Any other Item

4. On an average how much amount of money do you spend in a visit to Big Bazaar?
a) Below 500
b) 500 – 1000
c) 1000 – 1500
d) 1500 – 2000
e) More than 2000

5. How much time do you spend in a visit to Big Bazaar?

a) Less than half an hour
b) Half an hour to 1 hour
c) 1 hour to 1 ½ hours
d) 1 ½ hours to 2 hours
e) More than 2 hours
6.Which days of the week do you prefer to visit Big Bazaar?
a) Week days
b) Weekends

7. Which time of the day do you mostly prefer to visit Big Bazaar?
a) 10am – 1pm
b) 1pm - 3pm
c) 3pm-6pm
d) 6pm – 10pm
68
10. Do you go with a planned list of products to be purchased from Big Bazaar?
a) Yes b) No c)some time

11. Do you prepare a list of brands in advance when you visit to Big Bazaar?
a) Yes b) No c) Depends on category

12. In which categories of products do you pre-decide the brands?

a) Cloths
b) Leather Items
c) Electronic Items
d) Grocery
e) Gift Items
f) Any other Item

13. What is your mode of payment in Big Bazaar?

a) Cash payment b) Credit Card c)Debit Card

14. What encourages you to visit Big Bazaar?

a. Price
b. Service
c Ambience
c. Product Variety
d. Product Quality
e. Convenience

15. How would you rate the services of the sales personnel in Big Bazaar on a 1 – 5
scale?
Very good
Good
Ok
Poor
Very poor

69
 16. Which type of your convenience to Big Bazaar?
a) Hired vehicle
b) Two-wheeler
c) Four-wheeler
d) Any other

17. How is the parking space availability in Big Bazaar?

a) Less than adequate
b) Adequate
c) More than adequate

18. Do you go to Kirana store?

a) Yes b) No

19. Compare your nearest Kirana store with Big Bazaar.

Shopping
Price Service Variety Quality Convenience Experience Ambience

Big bazaar
Kirana store

20. Compare others organized retail stores with Big Bazaar on the following
parameters.

Shopping
Price Service Variety Quality Convenience Experience Ambience

Big bazaar
O. Org. Retails

70