Customer Awareness and Buying Behaviour In Retail -A Case Study on Big Bazaar ( Kolkata )

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQIREMENTS FOR THE AWARD OF

THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION Submitted to: WEST BENGAL UNIVERSITY OF TECHNOLOGY BY SUDIPTA SEKHAR DAS ADHIKARY Registration Number: 101270710045 of 2010-2011 Roll: 12700910029 Under The Guidance of: Dr. Sriparna Guha (NARULA INSTITUTE OF TECHNOLOGY; AGARPARA, KOLKATA 81)

Acknowledgement
A successful project can never be prepared by the single effort or the person to whom project is assigned , but it also demand the help and guardianship of some conversant person who helps in the undersigned actively or passively in the completion of successful project. With great pleasure I express my gratitude to our head of the department Dr. K. K. Bardhan and project guide Dr. Sriparna Guha without their help this would not have been completed. They have given their precious suggestions and constructive guidance has been indispensable in the completion of this project work. I would like to express my sincere thanks and gratitude to Saswata Chaudhury, Anirban Kundu, Subhadeep Paul and all employees of Big Bazaar (Future Group Big Bazaar, Kolkata) for their support and guidance during my stay in their organization. Last but not the least I would also like to thank my friends and all the responded. Who directly and indirectly supported to me during my project work, without the help of whom this project would not have been possible.

Place: Date: Sudipta Sekhar Das Adhikary

Narula Institute Of Technology

DECLARATION I hereby declare that the information presented here is true to the best of my knowledge. Also, the report has not been published anywhere else.

.
Sudipta Sekar Das Adhikary
EMAIL- [email protected]

COMPANY CERTIFICATE

COLLEGE CERTIFICATE

This

is

to

certify

that

the FIELD WORK titled

Customer

Awareness and Buying Behaviour In Retail A Case Study on Big Bazaar (Kolkata) is
a bona fide work carried out by Mr Sudipta Sekhar Das Adhikary (Registration no: 101270710045 of 2010-2011), student of Master Of Business Administration (Semester 3rd) of Narula Institute Of Technology, Kolkata under WEST BENGAL UNIVERSITY OF TECHNOLOGY in the Year 2011. This project report has been approved as it satisfies the academic requirements in respect of project work prescribed for the award of MBA degree.

Internal guide Dr. Sriparna Guha

H.O.D Dr.K.K. Bardhan .

Date: Place: Kolkata College Seal

Contents

Sr. No 1 2 3 4 5 6 7 8 9 10 11 Executive Summary Introduction Company Profile Literature Survey Objective , scope and limitations of the study Methodology Data Tabulation: Analysis & Interpretation Conclusion & Recommendations References Annexure Appendix

Page No.

7 8-11 12-13 14-17 18-19 20-26 27-35 36-38 39 40-45 46

Executive Summary
The phenomenon of organized retailing, in spite of its tremendous growth in the last 2-3 years in India has just seen the tip of iceberg. As giants like Reliance, Bharati-Walmart and others enter the fray, the scenario is going to become more competitive and attractive. So, Big Bazaar faces a formidable competition from the unorganized and organized sector. Change in consumer behavior, intensification of competition with the emergence of new players has made it difficult to achieve the forecasted success. So, this report was commissioned to examine the customer awareness and buying behavior in Big Bazaar. Main objective of the project is to understand profile of the customers of Big Bazaar and evaluate the different tools of advertisement and also try to identify the various products that customers frequently purchase from Big Bazaar. In this project we collected samples from customers of Big Bazaar and catchment area people of Sealdah (Big Bazaar) with the help of purposive sampling method and for analysis purpose we mainly used different statistical tools and techniques like ANOVA, Simple Regression and Multiple Regression. This project evaluates that the customers are more price conscious and also quality. Upcoming generations are more dependent on computer and they are usually coming in store for staples, Grocery, Food and Apparels. It is recommended that extensively promoting the upcoming offers by only mobile messaging and mailing. We can put them on the rewards card program or we can send them a monthly newsletter reminding them of all the specials you have both in the retail store and online and also give upcoming offers details back side of the bill (pay receipt).We can tally the prices of our products with the open market value as the people are more price conscious.

Introduction
The India Retail Industry is the largest among all the industries, accounting for over 10 per cent of the countrys GDP and around 8 per cent of the employment. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. The India Retail Industry is gradually inching its way towards becoming the next boom industry. The word Retail is derived from French word with the prefix re and the verb trailer meaning to cut again. Evidently, retail trade is one transported to final consumers. The level of retail sales is one of the most useful barometers of the nations economic health. But when sales go down, manufactures cut back production, unemployment increases and retail sales also goes down. Future Group faces a formidable competition from the unorganized and organized sector. Change in consumer behavior, intensification of competition with the emergence of new players has made it difficult to achieve the forecasted success. So, this report was commissioned to examine customer awareness and buying behavior in retail-A case study on Big Bazaar (Kolkata). In retail customers are first and last. So, evaluate what are the actual needs of customer for providing quality goods or services to the local or wider community. This research is vital for the Future group to give the proper services to consumers. Future Group makes every effort to delight its customers, tailoring store formats to changing Indian lifestyles and adapting products and services to their desires. Consumers behavior is often studied because certain decisions are significantly affected by their behavior or expected actions. For this reason consumer behavior is said to be applied discipline. In a general sense, the most important reason for studying consumer behavior is the significant role it plays in our lives. Much of our time is spent directly in the market place, eating or engaging in other activities. A large amount of additional time is spent thinking about products and services, talking to friends about them, and seeing or hearing advertisements about them. In addition, the goods people eat and the manner in which they use them significantly influence how they live their daily lives. These general concerns

alone are enough to justify our study of consumer behavior. However, many seek to understand the behavior of consumers for what are thought to be more immediate and tangible reasons. The main reason behind this project was to find out the behavior of the consumer buying behavior while shopping at mall because most of the population surveyed preferred to shop at malls and how day by day the consumers demands are increasing and through this project I came to know that what are the various behavior of a typical customer who shops at mall. The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behaviour of consumers while shopping or making other marketing decisions; Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome; How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. One "official" definition of consumer behaviour is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points: Behaviour occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).

 Consumer behaviour involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest. Consumer behaviour involves services and ideas as well as tangible products. The impact of consumer behaviour on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy. There are four main applications of consumer behaviour: The most obvious is for marketing strategyi.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers brand choices. A second application is public policy. In the 1980s, Accutane, a near miracle cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers.

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 Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbein, a marketing professor, went on sabbatical to work for the Centres for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic. As a final benefit, studying consumer behaviour should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain. There are several units in the market that can be analysed. Our main thrust in this course is the consumer. However, we will also need to analyse our own firms strengths and weaknesses and those of competing firms. Suppose, for example, that we make a product aimed at older consumers, a growing segment. A competing firm that targets babies, a shrinking market, is likely to consider repositioning toward our market. To assess a competing firms potential threat, we need to examine its assets (e.g., technology, patents, market knowledge, and awareness of its brands) against pressures it faces from the market. Finally, we need to assess conditions (the marketing environment). For example, although we may have developed a product that offers great appeal for consumers, a recession may cut demand dramatically.

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Company Profile
Big Bazaar
Pantaloons Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 7 millions square feet of retail space, has over 1000 stores across 53 cities in India and employs over 25,000 people. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian Hypermarket chain, food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10, bazaar and Star and Sitara. The company also operates an online portal, futurebazaar.com. 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 - thats what they 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.

Future group
Future group is one of the countrys leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics. The groups flagship company, pantaloons Retail (India) Limited operates over 7 million square feet of retail space, has over 1000 stores of its leading retail formats include,

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Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, Ozone, Depot, future Money and online retail format, futurebazaar.com. Future group includes, Future Capital Holding, Future Generally India Indus league clothing and Galaxy Entertainment that manages sports Bar, Brew Bar and Bowling Co. Future Capital Holding, the group s financial arm, focuses on asset management and consumer credit. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. The groups joint venture partners include Italian insurance major, generally, French retailer ETAM group, Us-based stationery products retailers, Staples Inc. and UK-based Lee Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes. Future Groups vision is to, deliver Everything, Everywhere, Every time to

every Indian consumer in the most profitable manner. The group considers as a
core value and its corporate credo is- Rewrite rules, Retain values.

Store Locations

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Literature Survey
Indian Retail Market and Growth of SMEs
The retail market in India is estimated at about US$ 410 billion and constitutes about 60% of private consumption and about 35% of India's GDP. With Indian GDP expected to grow at 7-8 % in the next coming years, the retail market is expected to touch US $860 billion by 2018. In recent years, this sector has witnessed a lot of interest from both domestic and global players, who have committed investments worth US $30 billion, which will lead to increase in the share of modern retail from the current 4.5% to almost 25% of the total retail market by 2018.

The Indian retail market is the fifth largest retail destination globally. The current size of the Indian retail industry stands at $511 billion in 2008. Simultaneously, modern retail is likely to increase its share in the total retail market to 22 per cent by 2010. Organized retail in India raked in US$ 25.44 billion turnover in 2007-08 as against US$ 16.99 billion in 2006-07, a whopping growth rate of 49.73 per cent (according to the Credit Rating and Information Services of India). Organized retail has increased its share from 5 per cent of total retail sales in 2006 to 8 per cent in 2007. It is currently around 12 per cent. India has one of the largest numbers of retail outlets in the world. Of the 12 million retail outlets present in the country, nearly 5 million sell food and related products. Though the market has been dominated by unorganized players, the entry of domestic and international organized players is set to change the scenario. Per capita

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retailing space is about 2 sq. ft (compared to 16 sq. ft in the U S). India's per capita retailing space is thus the lowest in the world. Around 7% of the population in India is engaged in retailing, as compared to 20% in the USA. Statistically, the global retail industry is witnessing a CAGR of 5.5% is slated to grow at the same rate till 2009. The following graph shows an overall trend of the global retail revenues. The Total Retail market size in India at the end of 2007 was Rs 12,781 bn. Food and Beverage constituted a whopping 74% of the market followed by clothing and textiles at 9%.

Source: http://india.omretail.com The organized retail market breakup is as shown below. Clothing and Textile has the largest pie of organized retail market since Grocery.

Source:http://india.omretail.com From the above scenario we told that Big Bazaar faces a formidable competition from the organized and unorganized retail sector. Also they have much more opportunity.

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They easily find out which areas are their target areas and where their improvement essential. Consumer buying behavior is related to the behavior of an individual, which is related to the purchasing of any product of services. It refers to those actions, which are linked with the purchase of products for personal or household use. The customer buying behavior majorly depends on five steps, i.e. identification of the problem, discover the information, finding the alternatives, buying the product and evaluating the usages after purchase or utilization (Pride, Hughes and Kapoor 2011). Different marketing strategies are followed by different retail stores in UK that effectively helps the companies to retain the old customer and attract the potential customers in order to prepare a strong customer base for the organization.

With the help of different marketing strategies organization tries to influence the buying behavior of the customers to increase the sales revenue and to generate profits. Analysis for the buying behavior of the consumer helps the organization to understand the various aspects of the customers such as reason of buying a particular product. Additionally, it also helps in understanding the source from which the customer gets information to buy the products (Lancaster and Massingham 2010). Psychologists have long been interested in the topics of buying and shopping behaviour. Some major perspectives in psychology such as behaviourism and cognitivist have formulated different theories to explain buying motivation and behaviour. The behaviourists stress the process of operant conditioning and individuals history of reinforcement, while the cognitive approach puts its accent on individuals free will and intentional, voluntary action. The views of these two perspectives can be examined in terms of the nature of buying behaviour and the process of choice. With regard to the nature of buying behaviour, the behaviourists consider it as a response to a reinforce. One of the famous behaviourists, Alhadeff (1982) represents buying behaviour as the outcome of the relative strengths of conflicting approach and escape behaviours, each of which is determined by its own reinforces. Etc. On the other hand, the cognitive perspective views buying behaviour as more voluntary, rational and intentional in nature rather than mere response to the environment. People buy what they

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want to buy and their reasons for buying embrace "whatever consideration induced, inclined, weighed with or decided them to buy" (Beck, 1975). Etc. Based on their different conception about the nature of buying behaviour, the behaviourist and the cognitive theorists have different views on the process of choice when buying. The behaviourists propose that consumer choice begins with an external stimulus such as an advertising message or word-of-mouth communication. Etc. However, the cognitive psychologists adopt a different approach to explain the process of choice. They consider the choice of buying as a rule-following behaviour Etc. To the behaviourists, therefore, choice of buying is simply behaviour, the only way of acting in a given set of circumstances defined in terms of controlling contingencies. On the other hand, the cognitive theorists present choice of buying as an outcome of internal, mental deliberation and psychological decision. Actually, although the behaviourists and the cognitive theorists have different ideas of the content of choice, they do share similar view on the unconscious feature of choice (rather involuntary response to discriminative stimulus and the following of rules).

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Objective
To understand profile of the customers of Big Bazaar and also try to find out various convenience and scope of advertisement. To evaluate the most effective offers to the Big Bazaar customers. Make a comparison between ATL (above the line) and BTL (below the line) campaigns on the customers. Try to identify the various Products that customers frequently purchase from Big Bazaar.

Scope of the project

The market survey has done in store and catchment area; this project is useful for the better understanding of the consumer behavior. The project encompasses the various behavior of customer, their pre and post behavior when they buy. There is also overview of the consumers attraction towards organized retail, mostly consumer perceptions are changing and most of the consumer now prefers to shop in super or hyper market store. The project work involves specific guidelines for the organized retail and helps them to understand better the consumer buying behavior.

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Limitations
Time constraint
The allotted time to conduct the survey was 60 days. Therefore it became a bit difficult to cover the store and catchment area of Sealdah (Kolkata).

Availability of data
Non-willingness of the respondents to answer the questionnaire was also a hurdle.

Reliability of data
Reliability of data always remains a prime concern when humans are surveyed. Mon-interest, poor understanding, unclear questions, inability to think instantly and customer biases creeps in apprehensiveness in the minds of the researcher while tabulating and analyzing the data.

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Methodology
Methodology wills common parlance refers to a search for knowledge. One can also define also research as a scientific and systematic research for pertinent information a specific topic. Research is an art of systematic investigation. Some people consider research as a movement, a movement to the known to the unknown. According to Clifford Woody, Research comprises defining and redefining problems, formulating hypothesis or suggested solutions, collecting, organizing and evaluating data, making deductions mil reaching conclusion, and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis. In this project, we gathered and analysed of the data concern with an objective. The whole activity is divided into various parts and after compilation of that we reach at certain findings, which enable us to marketing decision. It involves the diagnosis of information needed and the selection of the relevant and inter-related variables.

Research problem
How Customer Awareness and Buying Behavior are changes at Big Bazaar?

Research Design
Research design is an arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to research purpose with an economy in procedure. Research design is needed because it facilitates the smooth ailing of the various research operations, thereby making research efficient possible yielding maximal information with minimal expenditure. Research design used in this project is Single Cross-sectional design where one sample is drawn from a population of interest. In this research design a cross sectional study is concerned with a sample of elements from a given population. Data on a number of characteristics from the sample elements are collected and analysed.

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Description type of research design we followed for the purpose of the research
Marketing research studies can be broadly classified into three basic types namely, Exploratory, Descriptive and Causal, depending on the objectives and prior knowledge on the issue(s) being examined. This research is a mainly descriptive research.

Descriptive Research
Descriptive studies attempt to determine the frequency with which something occurs or the relationship between two phenomena. I try to identify the characteristics of users of certain product; the degree to which product consumption varies with different types of users. The data obtained by descriptive research is put too much statistical analysis and determine the list of variables to be investigated and state how these variables are to be measure.

Research Plan
Research Approach : SURVEY METHOD

Data Collection Method

The primary data are those, which are collected a fresh and for first time and thus happen to be original in character. The secondary data are those which have been collected by someone else and which have already been passed through statistical process. Data has been collected by the researcher by Primary sources such as questionnaire and personal interview. It included 17 questions and 300 customers and 150 people of catchment area were given the questionnaire and response was taken from them. Chart, graphs and statistical tools will be used for presentation of data for easy understanding and interpretation. Secondary sources are previous store record and internet.

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Data Collection Instruments

Questionnaire Personal Interviews
Designing the Questionnaire

The questionnaire was carefully developed tested and debugged before they were administered on a large scale. Each questions contributed to the research objective here questionnaire is structured types means there are concrete, definite and predetermined questions. The questions are presented are exactly same wording and in the same an order to all respondents. The questionnaire had a mix type of open ended, closed ended and multiple choice questions. The questions were limited in numbers simple direct and unbiased technology was adopted.
Personal Interviews

Personal interview is mostly commonly used method of data collection. Two purposive communications between interviewer (researcher) and the respondent (subject) aimed at obtaining and recording information pertinent to the subject matter to study. The interviewer resents oral, verbal and written stimuli and receives oral resonances.

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About the Survey

Survey Title: Customer Awareness and Buying Behaviour In Retail A Case Study on Big Bazaar ( Kolkata ) Target Population: All customers of the store and all people of the catchment area of the store Sample Frame: This sample frame was provided by the Future Group for catchment area analysis (BB-Sealdah). The list of nearby and extended catchment areas:
Name Maulali Beliaghata College Street/Razabazar Entally Park Circus Dhakuria Jadavpur Bagha Jatin Garia Narendrapur Sonarpur Bidhyadharpur Champahati Ghutiari Sharif Taldi Canning Bidhannagar Dumdum Belgharia Distance from Store(K M) 2 2.5 1.5 2 3 6 8 10 13 14 16 17 20 26 30 35 4 6 12 Bus Route Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No No No No Yes Yes Yes Auto Route Yes Yes Yes Yes N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 Train Route No No No No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Location Nearby Location Nearby Location Nearby Location Nearby Location Nearby Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location

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Agarpara Sodepur Kharda Titagarh Barrackpore Palta Ichapur Shyamnagar Jagaddal Kakinara Naihati Halisahar Kachrapara Kalyani Liluah Belur Bali Uttarpara Hindmotor Konnagar Rishra Srirampur Sheorafuli Bhadreswar Baidyabati Chandan nagar Chinsura Hoogly Bandel

15 17 18 21 23 25 28 30 33 36 38 42 46 48 28 27 26 27 28 29 30 31 32 35 34 38 39 40 42

Yes Yes Yes Yes Yes No No No No No No No No No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes

N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 No No No No No No N0 N0

Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes

Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location

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Sampling Method
Non-probability sampling was used. Non-probability sampling is that sampling procedure which does not afford any basis for estimating probability that each item in population has being included in the sample. Under non-probability sampling organizers of enquiry purposely select particular unit of universe for constituting a sample on the basis of the small mass that they so select out of huge one will be typical or representative of the whole adequate consideration was taken to bring a heterogeneous group in terms of age, income, occupation etc. to make the results credible.

Sample Size
300 respondents in store and 150 respondents from catchment area

Time
The survey of 450 respondents was finished in two months.

For Analysis purposes following techniques are used

ANOVA ANALYSIS Problem formed The following represent the sales of store by male and female of four different age categories. On the basis of this information can it be conclude that the average sales of different sex are significantly different the mean sales are different for different age groups? (test at 5% level of significance) [F
0.05;3,3

=9.28,

0.05;1,3

=10.13 ]

Solvation Part Here the null and alternative hypotheses are H : The average sales of different sex are not significantly difference.
01

H : The average sales of different sex are significantly different.

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H : The mean sales are not different for different groups.

02

H : The mean sales are different for different groups.

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For two way ANOVA analysis : Simple Regression Analysis Method Details

TSS= BSS + RSS + ESS

The simple regression equation is given by Y = + x

1

If, b are the least squares of , i= 0,1. Then normal equations of a linear
i i

regression are: Y =n b + b x ..(1)

0 1

x y = b x + b x ..(2)
0 1

Where, Y =Sales X= No of Customers Multiple Regression Analysis Method Details The simple regression equation is given by: Y=b0 + b1x1 + b2x2 + b3x3 Then normal equations of a linear regression are: Y = nb0 + b1 X1 + b2 X2 + b3 X3 X1Y = b0 X1 + b1 X12 + b2 X1X2 + b3 X3X1 X2Y= b0 X2+b1 X1X2+b2 X22+b3 X3X2 X3Y=b0 X3+b1 X1X3+b2 X2X3+b3 X32 Where, Y= no of total customers X1= no of customers for staples X2= no of customers for apparels X3= no of customers for others

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Data Tabulation: Analysis & Interpretation

1) Sales of different departments of BB- Sealdah (Kolkata) at the year 2010

REVNSV.ACV%
120.00% 100.00% 80.00% 60.00% 40.00% 20.00% 0.00%

Graph: 1

Source : Departmental Store

From the above graph:1 we easily identify Home Improvement department performed badly and improvement essential for this department. The main profitable products are Food Bazaar, Fashion, Beauty goods and Toys and Sport Goods. For the all over improvement, it is essential to know at present customer needs and buying behavior. So, we proceed to know the actual customer need and buying behavior.
2) Table:1: Description of sample:

This pie chart indicates that, more of the customers are male in Sealdah Big Bazaar.

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3) Table:2: Relationship between sex and age regarding sales(no of bags in hand):

Table no:2, represents the sales of store by male and female of four different age categories.
4) Table:3: Two way ANOVA table:

Table no:3: shows that the computed value for age groups (=44.257) is greater than the corresponding tabulated value of F with (3,3) d.f. at 5% level of significance, we reject the null hypothesis (H ) and conclude that four age groups do differ to mean sales.
02

Again the calculated value of F for sex (=8.696) is less than the corresponding tabulated value of F with (1,3) d.f. at 5% level of significance. Therefore, we accept the null hypothesis (H ) and conclude that the average sales of different sex are equal.
01

Quantitatively sexes have no effect on sales but qualitatively it has more great effect on sales.

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5) Table:4: Sales of different age groups at Big Bazaar:

AGE Groups

SALES (No. Of Bags In Hand) 186 267 157 73 683

Percentage (%)

16-30 31-45 46-60 61-75 Total

27.23 39.09 22.99 10.69 100

The table (4) shows that 39.09 % and 27.23% of sales are coming from 31-45 and 16-30 age groups respectively. The more profitable age group is 31-45 age groups. They are A-class type of customers of Big Bazaar.

6) Table:5: Favorite offer periods to visit Big Bazaar:

Offer Periods
Wednesday Bazaar Any Weekend Monthly Bachat Bazaar Not Known Others Total

No of Responde nts 105 60 48 57 30 300

Percent age (%) 35 20 16 19 10 100

Table (5) shows that Monthly Bachat Bazaar(16%) is not so exiting offer period at Big Bazaar but Wednesday Bazaar(35%) is a exiting offer period because it is the cheapest day of the week ( A free potato and onion offer is given to the customers).This table also shows that 19% of the customers are not known any type of offer.

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7) Table:6: The Effect of various offer periods to the Big Bazar Customers (analysis by simple regression)

With the help of table(6), we want to evaluate that how much sales is dependent on various offer periods also if one unit offer increase then sales increase or decrease. The fitted regression equation isCorrelations coefficient (r r =
xy

Y = -5.676 + 2.5146 x

) is given by

xy

xy

= 0.9715

( , )/ ( ) ( )
2

and

xy

=0.9438

That is, 94.38 % variation of sales (Y) is explained by the independent variable various offer periods (x). In other words, 5.62% of variation of sales (y) remains unexplained by x. Here, positive correlation indicates Y means sales tends to increase as X means offers periods are increases. If one unit offer increase then sales increase 2.5146 and any offer not given then sales decrease -5.676 .

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8) Table 7: The effect of ATL and BTL Campaign on customers:

ATL and BTL Campaign Name Experience over period of time Newspaper Store TV Outdoor Others(Radio, WOM) Total

No of Respond ents 85 60 55 50 30 20 300

Percenta ge (%) 28.33 20 18.33 16.67 10 6.67 100

Table (7) shows that the both ATL and BTL activities are important for promotion. In ATL, TV (16.67%) and Newspaper (20%) are more effective and in BTL, Store (18.33%) and outdoor (10%) are more effective.
9) Table:8: Different mode of communication are used by customers to come Big Bazaar (Sealdah):
Mode of Communication Train Auto Public Bus Others (Walking, Own 2 Wheeler) Own 4 Wheeler Total No of Customers 150 40 50 40 20 300 Percentage (%) 50 13.33 16.67 13.33 6.67 100

Modes of communication of customers are more depend on the geographical location of the store. Sealdah store circularly connected with the train routes. For this reason, this table (8) also indicates that most of the customers are coming by train (50%).

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10)

Table:9: Why customers are most like to shop at Big Bazaar:

Factors Hypermarket Facility Store Atmosphere (Cleanness, employees behavior, AC, music, store design and layout, VM) Brand Name Quality High Others(Price low, product Variety, price + quality high) Total

No of Customers 100 85

Percentage (%) 33.33 28.33

40 30 45

13.33 10 15

300

99.99

Table (9) shows that, most of the customers are coming at Big Bazaar for Hypermarket Facility (33.33%) and Store Atmosphere (28.33). Brand reputation (13.33%) and quality of the products (10%) also low in customers mind.

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CATCHMENT AREA ANALYSIS (BB-SEALDAH)

11) Table:10: SURVEY COMPLETED WITH THESE AREAS:

NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

NAME Agarpara Amar Street Bali Barackpur Baruipur Beleghata Belgharia Bidhannagar Dumdum Halisahar Ichapur Jadavpur Kakurgachi Kalyani Kestapur Kharda Moulali Narkeldanga Palta Park Circus Razabazaar Shrirampur Sodepur Sonarpur Titagarh

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12)

Table :11: Customers are not coming from these areas:

No 1 2 3 4 5 6 7 8 9 10 11
13)

NAME Agarpara Amar Street Bidhannagar Garia Halisahar Shrirampur Titagarh Jadavpur Barackpur Kharda Beleghata

Table:12: Which Product Influenced More On Customer's Buying

(analysis by multiple Regression):

Territory

No of Visits (one Year) 216 528 636 456

Staples

Apparels

Others (Furniture, Electronics, Fruit and Vegetables) 9 159 231 216 9

1 2 3
4

126 288 336 180 108

81 81 69 60 48

165

N.B- The regression table is given in appendix So, the fitted regression equation is : Y=736.126+31.695X1- 64.052X2- 20.617X3 So, Customers are more influenced by the Grocery and Staples item.

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14)

Table:13: Why customers are not coming to Big Bazaar (Sealdah):

Factors Price High Dont know Brand name Others(Communicatio n Problem, Matching Things low) Total

No of Customers 21 15 9 45

Percentage 46.67 33.33 20 100

Table (13) shows that the same picture that brand reputation (33.33) is low in customers mind. But here a new factor is evaluated that price (46.67%) of the products are high in consumers mind.

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Conclusion

Consumer Behaviour is important for any retail specially it is also for Big Bazaar because curtain decisions are significantly affected by consumer Behaviour. In this study we found that most of the customers are male and they belong 16-45 age groups. From analysis we find out that most of the people are affected and attracted with offers and schemes. 80% of customers liked to shop in a particular offer period. But, rest 20% are not known any offer periods. Wednesday Bazaar and Any Weekend are most popular offer period among all offer periods. Advertising plays a very crucial part in the consumer decision making process. Almost 40% of customers are attracted by TV and Newspaper advertising. Word of mouth is a sharp weapon of advertising but here its effectiveness is very low. For most of the respondents, quality plays a very important role because most of the respondents said that they want quality products and thats also one reason for most of the respondents sticking to particular brands. Customers are more price-conscious. The main claims of the people who are not coming to Big Bazaar that the price rate of commodities are high.

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Recommendations
The following suggestion can be given to Big Bazaar (Sealdah) Offer personal shoppers for men who can guide them to the best values for the needs they express. Personal shoppers should not be older women, but young, well-informed men and women. Offer men-only shopping events early in the evening to catch men after they finish work for the day. Make it a club-like atmosphere. Place male oriented brochures and point-of-purchase displays in women's clothing sections. Position merchandise of special interest to men, like technology products, next to women's departments. Wednesday Bazaar is more accustomed by the consumers. This offer period is highly popular for potato and onion offer. This type of exciting offers may start for any weekend and Monthly Bachat Bazaar. Offers are: Free Food Festival (if one persons total buying in one month exceeded Rs-4000/00 then he got a food coupon (Rs-200) of Chowpatti for a fixed date. Free grocery and staples festival (in same way). If one week buying crosses a limit then provide some free cold drinks and snacks. Give upcoming offer period details back side of the bill (pay receipt) and on the packing bag. Promoting this offers by only mobile messaging and mailing. We can put them on the rewards card program or we can send them a monthly newsletter reminding them of all the specials you have both in the retail store and online.

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 It is more essential to attract the kids to the store. Because buying behavior of a family more influenced by the kids. Some kids activities and contests are performed by store like Back to School etc. Giving advertise (kids game and garments) in some cartoon channels to attract the kids. Gather the stock of kids comic books. From this research report, the followings ATL and BTL mediums are more effective. I. II. III. T V Channel: Colors, Starananda, Sony, Star Jalsha, StarSports. Newspaper: Anandabazar, The Telegraph, Bartaman, Times of India. Radio Channel: 98.3,92.7,106.2,93.5( FM)

Customers are becoming price conscious they are having many options in the market considering the consumer buying behavior the malls and other shopping centres should take certain definite steps like retaining customers by giving those schemes discounts and better service. The trend today has been to combine shopping with various offerings for example in a mall apart from shopping a customer enjoys food courts. So, we concentrate more to improve our food courts.

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References
Books

Consumer Behaviour- Fourth Edition by David L. London and Albert J. Delia Bitta Principles of Marketing- Philip Kotler and Gery Armstrong (7 th addition) Marketing Research-G C Beri

Marketing Research- Ramanuj Majumdar Statistics For Business Decisions- Dr. J. K. Das

Magazines

India Today Business Today

Websites

www.futuregroup.com http://india.omretail.com www.google.com

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Annexure

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