ACKNOWLEDGEMENT

A great work owes the credit of its successful completion to many hands. First and foremost, I
would like to thank the Almighty for his blessings upon me. I would extend my heartfelt gratitude
towards my HOD, Dr. Sarju Prasad Yadav , Head, Department, Master of Commerce Dr. Ram
Manohar Lohia pg College my supervisor, for giving me a chance of working with her and believing
in my skills. Without her continuous support and guidance, this work could not have been completed.
I feel deeply indebted for his patience and optimism towards my research work. His words of
encouragement helped me gather strength and work continuously towards success.

With profound sense of gratitude, I acknowledge my thanks to HOD Dr Sarju Prasad Yadav
Head, Department, Master of Commerce Dr. Ram Manohar Lohia pg College Varanasi who has
given me incessant encouragement and balanced guidance during the course Work of commerce my
study. I want to express my deeply gratitude towards my esteemed and revered teacher Dr. Pramod
Kumar Verma, Dr. Avinash Rai , Dr. Deepak Kumar Mishra, Dr. Priyranjan P.G. College
Varanasi his abiding interest, constant and valuable guidance and close supervision during the
investigation and organization of this dissertation.
My special thanks and indebtedness also go to Suraj Patel research scholar of Master of commerce,
for his Support. I am very thankful in having kindness of all the teachers and other member of staff of
Master of commerce; I also record my sincere thanks to Mr. for his guidance and help in my
dissertation.
Finally, I gave special thanks to my Friends and family members for help and support to
completion of this project.

Babita Patel
Master of commerce
DRML P.G. College Varanasi
 TABLE OF CONTENTS

CHAPTERS TITLES PAGE NO.

EXECUTIVE SUMMRARY 1

1 INTRODUCTION 2-14

1.1 INTRODUCTION 3

1.2 INDUSTRY PROFILE 4-6

1.3 COMPANY PROFILE 7-8

1.3.1 PROMOTERS 9

1.3.2 VISION, MISSION & QUALITY POLICY 9

1.3.3 PRODUCTS/SERVICES PROFILE 10

1.3.4 AREA OF OPERATION 10

1.3.5 INFRASTRUCTURE FACILITY 11

1.4 COMPETITORS’ & INFORMATION 11-12

1.5 SWOT ANALYSIS 12-14

1.6 FUTURE GROWTH AND PROSPECTS 14

2 CONCEPTUAL BACKGROUND AND 15-22

LITERATURE REVIEW

2.1 THEORETICAL BACKGROUND OF THE STUDY 16-17

2.2 LITERATURE REVIEW WITH RESEARCH GAP 18-22

3 RESEARCH DESIGN 23-26

3.1 STATEMENT OF THE PROBLEM 24

3.2 NEED FOR THE STUDY 24

3.3 OBJECTIVES 24

3.4 SCOPE OF THE STUDY 24

3.5 RESEARCH METHODOLOGY 24-25

3.6 HYPOTHESIS 25

3.7 LIMITATIONS 25

3.8 CHAPTER SCHEME 25-26

4 ANAYSIS AND INTERPRETATION 27-54

4.1 DATA,ANALYSIS,INTERPRETATION 28-53

4.2 STATISTICAL TOOLS RESULTS 54

5 FINDINGS,CONCLUSION AND SUGGESTIONS 55-58

5.1 SUMMARY OF FINDINGS 56

5.2 SUGGESTIONS/RECOMMENDTIONS 57

5.3 CONCLUSION 58

BIBLIOGRAPHY 59-60
 LIST OF TABLES

TABLE NOS. PARTICULARS PAGE NOS.

4.1 Table showing age of the respondents 28
4.2 Table showing monthly income 29
4.3 Table showing how many times you visit Big 30
Bazaar in a month
4.4 Table showing ambience and parking of Big Bazaar 31
4.5 Table showing behaviour of staffs in Big Bazaar 32

4.6 Table showing EDLP strategy at Big Bazaar 33

4.7 Table showing behaviour while watching ads of Big 34
Bazaar
4.8 Table showing reaction towards offers & discount of 35
Big Bazaar
4.9 Table showing that the most purchase item is 36
purchased by consumer
4.10 Table showing consumer likes to visit 37
Big Bazaaralong with

4.11 Table showing reason for choosing Big Bazaar 38

4.12 Table showing consumers satisfy with duration of 39

billing at time of payment
4.13 Table showing signageboards help the consumers 40

4.14 Table showing that consumers refer his friends of 41

relatives to visit Big Bazaar
4.15 Table showing that the consumers ever faced the 42
unavailability of products
4.16 Table showing that Big Bazaar provides free space 43
to move around
4.17 Table showing the overall experience of the 44
consumers in Big Bazaar is good
4.18 Table showing that the Big Bazaar provides all kinds 45
of payment modes
4.19 Table showing products available for all level of 46
income people
4.20 Table showing satisfaction level of consumers 47
4.21 Table showing security at Big Bazaar is good 48
4.22 Table showing that customer ask suggestions while 49
decision making
4.23 Table showing Big Bazaar resolving customer 50
queries
4.24 Table showing that is the staff of the Big Bazaar 51
communicates in the language which is understands
by the consumers
4.25 Table showing Big Bazaar should modify on their 52
store layout which can help the customers more to
find out product easily
4.26 Table showing Cleanliness of the Big Bazaar 53
 LIST OF CHARTS

CHART NOS. PARTICULARS PAGE NOS.

4.1 Chart showing age of the respondents 28
4.2 Chart showing monthly income 29
4.3 Chart showing how many times you visit Big Bazaar 30
in a month
4.4 Chart showing ambience and parking of Big Bazaar 31
4.5 Chart showing behaviour of staffs in Big Bazaar 32

4.6 Chart showing EDLP strategy at Big Bazaar 33

4.7 Chart showing behaviour while watching ads of Big 34
Bazaar
4.8 Chart showing reaction towards offers & discount of 35
Big Bazaar
4.9 Chart showing that the most purchase item is 36
purchased by consumer
4.10 Chart showing consumer likes to visit 37
Big Bazaaralong with

4.11 Chart showing reason for choosing Big Bazaar 38

4.12 Chart showing consumers satisfy with duration of 39

billing at time of payment
4.13 Chart showing signageboards help the consumers 40

4.14 Chart showing that consumers refer his friends of 41

relatives to visit Big Bazaar
4.15 Chart showing that the consumers ever faced the 42
unavailability of products
4.16 Chart showing that Big Bazaar provides free space 43
to move around
4.17 Chart showing the overall experience of the 44
consumers in Big Bazaar is good
4.18 Chart showing that the Big Bazaar provides all kinds 45
of payment modes
4.19 Chart showing products available for all level of 46
income people
4.20 Chart showing satisfaction level of consumers 47
4.21 Chart showing security at Big Bazaar is good 48
4.22 Chart showing that customer ask suggestions while 49
decision making
4.23 Chart showing Big Bazaar resolving customer 50
queries
4.24 Chart showing that is the staff of the Big Bazaar 51
communicates in the language which is understands
by the consumers
4.25 Chart showing Big Bazaar should modify on their 52
store layout which can help the customers more to
find out product easily
4.26 Chart showing Cleanliness of the Big Bazaar 53
 EXECUTIVE SUMMARY

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

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

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

The reason behind this study is to understand the mindset of consumers while buying any
products. This market research will definitely help to recognize current consumers taste &
behavior. It also helps to estimate consumer’s future demands and needs. Higher customer
satisfaction, higher will be revenue.

1
 CHAPTER 1

INTRODUCTION

2
INTRODUCTION

The internship is undertaken at BIG BAZAAR for some weeks at Varanasi. The project is
done on the topic “A Study on Consumer Behavior with reference to Big Bazaar “during first
semester of M.COM conducted by Dr ram manohar lohia p.g college (D.R.M.L).

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

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

3
INDUSTRY PROFILE

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

BENEFITS OF RETAIL INDUSTRY:

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

Retailing and retailers are most important elements in marketing. Various products are sold
under retails. In retailing, India reached US $ 53 billion by 2018 in whole world .Retailers
reported $3.53 trillion sales in last year and expected 12% in 2018 . India has the highest
rising retail markets in world having 1.2 billion people.
Indian retail groups are Pantaloon, Shoppers Stop, Spencer’s, reliance, Bharti, Birla, Tata
Trent, Lifestyle retail, Future group, Nyssa Retail etc,. India expected revenues of US $ 700
billion by 2020. India ranked first in the global retail development index 2017.
Retailing contributes 10% to the GDP and around 8% to the employment for the country
India. India ranked 5th in the field of retail space.

4
 Here is small presentation of retail industry

CONSUMER DURABLES 4.87 %

CLOTHING &TEXTILE9.3%

HOME DÉCOR
3.04%

FOOTWAER
1.05 % RETAIL INDUSTRY

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

5
CHALLENGES FACED BY INDIAN RETAIL INDUSTRY

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

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

6
COMPANY PROFILE

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

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

BORAD OF DIRECTORS:

 Kishor Biyani, Managing Director

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

7
HISTORY:

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

8
Promoters:

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

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

Vision, Mission and Quality Policy:

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

MISSION:

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

QUALITY POLICY:

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

9
 Products/Service Profile:

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

Area of Operation:

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

The major operation areas of big bazaar are:

 MERCHANDISE OPERATION: Here customers are analyzed to know their

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

10
 Infrastructure facility:

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

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

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

COMPETITORS INFORMATION
 D-MART: It is established in 2005. It is private company. It handles various
Departmental stores and headquarter is in Mumbai.
 RELIANCE: It is an Indian company basically focused into petrol, media, textiles,
retail etc. It is second largest company in India.
 SPENCER’S: It is chain of retail stores .The headquarters is located in Kolkata. The
Spenser’s is based on food first format. The main motive is to provide fresh and
packaged food.
 ADIDAS: It is a multinational corporation since 1949 founded and head quarter in
Germany that designs and manufactures shoes, clothing, and accessories.
 WALMART: It is American multinational retail business operate chain of
hypermarket, discounted stores & groceries store.
 FOOD WORLD: Headquarter is situated in Bangalore. It is based on subsidiary
Business established in 1996.

11
  ALLEN SOLLY: It basically provides the fashionable products such as shirts, T
shirts ad jeans.
 HYPERMARKET: A combined store of department store and groceries and
accessories.
 LOCAL STORES: These are the small stores beside roads or malls which provide
daily usage of products in affordable price.

SWOT ANALYSIS

Strength

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

12
Weaknesses

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

Opportunities

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

Threats

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

 Unorganized retails: Small retails still take place in Indian minds. Their position in
their minds is very strong not easily replaced by some big brands like Big Bazaar.

13
  Government rules: Some Government rules create problems for business man or
retailers like Tax related, Gst etc.

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

FUTURE GROWTH AND PROSPECTS

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

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

14
 CHAPTER 2

CONCEPTUAL BACKGROUND & LITERATURE

REVIEW

15
THEORETICAL BACKGROUND OF THE STUDY
Consumer behavior is the study of behavior of consumers that how they select, buy, use, and
dispose the products according to their needs and wants. It refers to all the actions which is
shown by the consumers during buying the products to disposing the products.

Nature of consumer behavior:

1. Influenced by various factors:

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

2. Undergoes a constant change:

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

3. Varies from customer to customer:

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

16
4. Varies from region, area or countries:
 Consumers also depend on region to region, area to area and country to country. For
example: rural areas people will spend less and they will be conservative. But urban area
people will spend more money in luxury items and even if they don’t have enough
money, they will take help of loans from banks.

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

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

Benefits of Consumers Behavior:

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

17
 LITERATURE REVIEW

Author/Researcher Title of the Objectives & Gaps/Identified

Article/Study Outcomes

Martin Evans Consumer To know about the This article is only

behaviour towards fashion towards focused in innovation
fashion. customers and and self-concept
what new theory.
customers want in
fashion.

CMin Han Testing role of To know the Thetest results are

country image in country image with mixed supporting only
consumer choice the help of second and third
behaviour. consumer hypothesis. Only
behaviour. theoretical part is
accessed.

Walter Zinn, Peter C Consumer To measure stock This research lags in

Liu response to retail out and to know logistic management.
stock outs. reaction towards
stock out.

JagdishN.shith, Relationship To develop More focused on CRM

AtulParvatlyar marketing in relationship this reduces consumer

consumer markets marketing with available choice.

customers and
motivation in
relationship
marketing

John H Kunkel To build Main problem is to

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

18
 usual
assumptions.

Elaine To identify and This research is only

Store environment
Sherman,AnilMathur explore the focused time spent and
& consumer
consumer items purchased.
purchase behaviour
emotions towards
the store
environment.

Jason M carpenter Consumer To inspect Consumers expect both

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

Richard Michon, Shopping To identify how The mall environment

Hong Yu, Donna experience of shopping mall directly influence
Smith female fashion environment fashion leaders.
leaders effect on
experiences and
approach
behaviour of
fashion leaders
and followers.

Ann Priest Uniformity & To distinguish This paper only

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

Ronald E Goldsmith, To identify This research is only

Social values and
Jeanne R Heitmeyer, relationship focuses on demographic

19
Jon B Freiden fashion leadership between fashion characteristics.
leadership and
values.

Lisa Meneely,Amy Age associated To examine Difficulty of research is

Burns, Chris changes in older changes in to access food retail
Strugnell consumers retail consumers food shops or sites .
behaviour retail behavior
respect to
demographic
factors like age.

John C Mowen Beyond consumer To identify Managerial implications

decision making perspectives of all the three
beyond the perspectives on
consumer decision consumer buying
making. behavior are discussed.

Jonathan Reynolds Charting multi- To define the E –commerce increases

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

Hyun Joo Lee, The influence of To explore the Paper states

HyeonJeong Cho, consumer traits relationship demographic factor
WenwenXu, Ann and demographics between only influence intension
Fairhurst or intention to use demographic to use retail.
retail self service factors.
checkouts

Homer E Spence, Perceived risk in To differentiate This article focuses on

James F Engel, mail order and between risk and perception.
Roger D. Blackwell perception from
retail store
buying by mail or
buying

20
 buying from store.

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

Vincent Wayne Gender difference To understand This paper shows that

Mitchell ,Gianfranco in German how gender CSI construct validity
Walsh effects the more for females and
Decision Making
consumer less for males.
styles
behaviour.

Steve Goodman An international To learn about This research needs to

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

Pavleenkaur , Uncovering retail To know the Only focused in youths

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

V Parker Lessig Consumer tore To find out the Store loyalty

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

Ronald Goldsmith, Identifying To measure Only suitable for

LeisaReinecke Flynn innovators in consumer quessionnaire,interview,
consumer products innotiveness. and six likert scale
markets

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

21
 areas of consumptions.

Harvey J Miller Consumer search & To analyse Consumer research

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

Sally McKechnie Consumer buying To examine It focuses on the

behaviour in existing models of relationship and
financial services buying behavior interactions in the
and evaluates. buying process.

Robert A Murdic Cultural differences To find out the Study was not major
in consumer travel consumer travel because of lack of
behaviour. data.

22
 CHAPTER 3
RESEARCH DESIGN

23
STATEMENT OF THE PROBLEM:

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

NEED FOR THE STUDY:

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

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

OBJECTIVES:

 To find the factors influencing consumer behavior.

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

SCOPE OF THE STUDY:

 The main scope of study is to analyze buying behavior of the consumers.

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

RESEARCH METHODOLOGY:

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

24
  Sample design: Convenience Sampling will be used in study.
 Sample Size: The size of sample used in this study is 100.
 Sample unit: Sample unit are customers.

HYPOTHESIS

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

LIMITATIONS

Followings are the limitations created by external and internal factors:

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

CHAPTER SCHEME

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

Chapter1: Introduction

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

Chapter 2: Background & literature review

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

25
Chapter 3: Research Design

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

Chapter 4: Data Analysis & Interpretation

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

Chapter 5: Findings, Conclusion and Suggestions

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

26
 CHAPTER 4

DATA ANALYSIS & INTERPRETATION

27
Q1. Table showing age of the respondents.

Source Respondents Percentage

Under 20 28 28

20-30 47 47

30-40 20 20

40 Above 5 5

Sum 100 100

Analysis:

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

Chart no. 1 showing age of the respondents.

Age
50% 47%
45%
40%
35%
30%
25% 28%
20%
15% 20% Age
10%
5%
0%
5%

Under 2020-3030-4040 Above

Interpretation:

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

28
Q2. Table showing monthly income of respondents or their family members.

Sources Respondents Percentage

10000-20000 9 9

20000-30000 69 69

30000-40000 9 9

40000-above 13 13

Sum 100 100

Analysis:

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

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

Monthly Income

13% 9%

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

69%

Interpretation:

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

29
Q3.Table showing how many times you visits Big Bazaar in one month.

Sources Respondents Percentage

Once in month 4 4

Twice in month 8 8

Weekly 11 11

Weekly twice 77 77

Sum 100 100

Analysis :

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

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

Visit

4%
8%

11% Once in a month

Twice in amonth weekly
weekly twice

77%

Interpretation:

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

30
Q4. Table showing you like ambience and parking of Big Bazaar.

Sources Respondent Percentages

Yes 98 98

No 2 2

Sum 100 100

Analysis:

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

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

Ambience
120%
98%
100%

80%

60%
Infrastructure
40%

20%
2%
0%
Yes No

Interpretation:

Almost all respondents like the ambience of Big Bazaar.

31
Q5. Table showing behaviour of staffs in Big Bazaar.

Sources Respondents Percentages

Excellent 0 0
Good 85 85
Average 15 15
Fair 0 0
Poor 0 0
Sum 100 100

Analysis:

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

Chart no.5 showing behaviour of staffs in Big Bazaar.

Behaviour of Staffs

15%
Excellent
Good
Average Fair

85% poor

Interpretation:

Almost all respondents like the behaviour of staffs at Big Bazaar. Some of them don’t like

32
Q6. Table showing appreciation of EDLP strategy of Big Bazaar.

Sources Respondents Percentage

Strongly appreciate 12 12

appreciate 79 79

neutral 0 0

not appreciate 9 9

Sum 100 100

Analysis :

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

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

EDLP strategy
90%
80%
70%
60%
50% 79%
40%
30% 12% 9% EDLP strategy
20%
10%
0%

Interpretation:

Maximum respondents feel that pricing strategy of the Big Bazaar is appreciable and
minimum is not appreciable.

33
Q7. Table showing behaviour when you see ads of Big Bazaar.

Sources Respondents Percentage

Respond to buy quickly 10 10

Respond to it little slowly 15 15

Respond to it very slowly 70 70

will not respond. 5 5

Sum 100 100

Analysis:

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

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

Behaviour towards ads

5% 10% Respond to buy

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

70%

Interpretation:

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

34
Q8. Table showing reaction towards offers and discounts of Big Bazaar.

Sources Respondent Percentage

Express my satisfaction 40 40

Express my satisfaction but 5 5

feel reduced quality

Will not be happy since I feel 50 50

it is a gimmicks

No reaction at all 5 5

Sum 100 100

Analysis:

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

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

offers & discounts

Express my
5% satisfaction

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

5%

Interpretation:

According to survey, some respondents like the discounts and offers provided by Big Bazaar
and some feels like it is gimmicks.

35
Q9. Table showing that the most purchase item is purchased by consumer.

Sources Respondents Percentage

Groceries 72 72

Fashion 18 18

Electronics 10 10

Food item 0 0

Sum 100 100

Analysis:

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

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

Most purchase item

80% 72%
70%
60%
50%
40%

30%
18% most purchase item
20%
10% 10%
0%

Interpretation:

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

36
Q10. Table showing consumer like to visit Big Bazaar along with.

Sources Respondents Percentage

Family 15 15

Friends 72 72

Spouse 13 13

Others 0 0

Sum 100 100

Analysis:

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

Chart no.10 showing consumer like to visit Big Bazaar along with.

consumer like to visit Big

Bazaar
80% 72%

70%
60%
50%
40%
with whom
consumer like to visit Big Bazaar
30%
20%15% 13%
10%
0%

Family Friends Spouse Others

Interpretation:

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

37
Q11. Table showing reason for choosing Big Bazaar.

Sources Respondents Percentage

Offers 80 80

Satisfaction of products 4 4

Customer service 8 8

Reasonable prices 8 8

Sum 100 100

Analysis:

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

Chart no.11 showing reason for choosing Big Bazaar.

choosing Big Bazaar

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

Reasonable prices
80%

Interpretation:

Survey shows that many respondents visit Big Bazaar due to offers than customer service and
satisfaction of products

38
Q12. Table showing consumers satisfy with duration of billing duration at time of
payment.

Sources Respondents Percentage

Yes 94 94

No 6 6

Sum 100 100

Analysis :

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

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

Billing Duration
100% 94%
90%
80%
70%
60%
50%

Billing Duration
40%
30%
20%
10%
0% 6%

YesNo

Interpretation:

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

39
Qno.13 Table showing signageboards help the consumers.

Sources Respondents Percentage

Yes 97 97

No 3 3

Sum 100 100

Analysis :

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

Chart no.13 showing signage boards helps the consumers.

Signage
3%

Yes No

97%

Interpretation:

Maximum people support that signage help them at the store while purchasing any products

40
Qno.14 Table showing that a consumer refers his friends of relatives to visit Big Bazaar.

Sources Respondents Percentage

Yes 94 94

No 6 6

Sum 100 100

Analysis:

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

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

Refers
6%

Yes No

94%

Interpretation:

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

41
Qno.15 Table showing that the consumers ever faced the unavailability of products.

Sources Respondents Percentage

Yes 8 8

No 92 92

Sum 100 100

Analysis:

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

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

Unavailability
8%

Yes No

92%

Interpretation:

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

42
Qno.16 Table showing that Big Bazaar provides free space to move around.

Sources Respondents Percentage

Yes 92 92

No 8 8

Sum 100 100

Analysis:

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

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

Provides Space
8%

Yes No

92%

Interpretation:

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

43
Qno.17 Table showing the overall experience of the consumers in Big Bazaar is good.

Sources Respondent Percentages

Strongly Agree 81 81

Agree 10 10

Neutral 0 0

Disagree 9 9

Strongly Disagree 0 0

Sum 100 100

Analysis:

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

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

Overall Experience

9%

10% Strongly agree

Agree
Neutral Disagree

Strongly disagree
81%

Interpretation:

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

44
Qno.18 Table showing that the Big Bazaar provide all kinds of payment modes.

Sources Respondent Percentages

Strongly agree 98 98

Agree 0 0

Neutral 0 0

Disagree 2 2

Strongly disagree 0 0

Sum 100 100

Analysis:

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

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

Payment modes
2%

Strongly agree Agree

Neutral Disagree
strongly disagree
98%

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

45
Qno.19 Table showing products availablefor all level of income people.

Sources Respondent Percentages

Strongly Agree 0 0
Agree 91 91
Neutral 0 0
Disagree 9 9
Strongly Disagree 0 0
Sum 100 100

Analysis:

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

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

Provide products for al level

9%

Strongly agree Agree

Neutral Disagree
Strongly disagree
91%

Interpretation:

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

46
Qno.20 Table showing satisfaction level of consumers.

Sources Respondents Percentages

Strongly Agree 12 12

Agree 79 79

Neutral 0 0

Disagree 9 9

Strongly Disagree 0 0

Sum 100 100

Analysis:

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

Chart no.20 showing satisfaction level of consumers

Satisfaction

9% 12%

Strongly agree
Agree Neutral Disagree
Strongly disagree

79%

Interpretation:

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

47
Qno.21 Table showing security at Big Bazaar is good.

Sources Respondents Percentage

Strongly Agree 0 0

Agree 89 89

Neutral 6 6

Disagree 5 5

Strongly Disagree 0 0

Sum 100 100

Analysis:

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

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

Security

5%
6%
Strongly agree
Agree Neutral Disagree
Strongly disagree

89%

Interpretation:

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

48
Qno.22 Table showing that customer ask suggestions while decision making.

Sources Respondent Percentages

Strongly Agree 4 4
Agree 0 0
Neutral 0 0
Disagree 96 96
Strongly Disagree 0 0
Sum 100 100

Analysis:

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

Chart no.22showing
that customer ask
suggestions while decision
Decision making
making. 120%
100%96%
80%
60%
40%

ask for help

20%
4%
0%

Interpretation:

Maximum customer disagree that they don’t take help from the staff for choosing the
products as they already aware of the product.

49
Qno.23 Table showing Big Bazaar resolving customer queries.

Sources Respondent PercentageS

Strongly Agree 93 93
Agree 0 0
Neutral 7 7
Disagree 0 0
Strongly Disagree 0 0
Sum 100 100

Analysis:

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

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

Resolving queries
7%
Strongly agree Agree
Neutral Disagree
Strongly disagree
93%

Interpretation:

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

50
Qno.24 Table showing the staff of the Big Bazaar communicates in the language which
is understands by the consumers.

Sources Respondent Percentages

Strongly Agree 0 0
Agree 94 94
Neutral 0 0
Disagree 6 6
Strongly Disagree 0 0
Sum 100 100

Analysis:

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

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

Communication language
6%
Strongly agree Agree
Neutral Disagree
Strongly disagree
94%

Interpretation:

As per survey it is found that all the big bazaar staff they communicate with the customer as
per the language customer prefer.

51
Qno.25 Table showing Big Bazaar should modify on their store layout which can help
the customers more to find out product easily.

Sources Respondent Percentages

Strongly Agree 0 0

Agree 91 91

Neutral 0 0

Disagree 9 9

Strongly Disagree 0 0

Sum 100 100

Analysis:

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

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

Store layout

9% Strongly agree
Agree Neutral Disagree
Strongly disagree

91%

Interpretation:

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

52
Q26. Table showing Cleanliness of the Big Bazaar.

Sources Respondents Percentages

Strongly agree 40 40

Agree 50 50

Neutral 5 5

Disagree 5 5

Strongly disagree 0 0

Sum 100 100

Analysis:

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

Chart no.26 showing Cleanliness of the Big Bazaar.

Cleanliness
60%
50%
50%
40%
40%

30%
Cleanliness
20%

10% 5% 5%
0%
0%
Strongly Agree Neutral Disagree Strongly
agreedisagree

Interpretation:

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

53
HYPOTHESES:

HYPOTHESIS 1:

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

Correlations
Q23. Big Q20. Big
Bazaar Bazaar satisfy
resolving their
customer consumers.
complaints
satisfactorily.
Q23. Big Bazaar Pearson
1 .203*
resolving Correlatio
customer n
complaints Sig. (2-tailed) .043
satisfactorily.
N 100 100
Q20. Big Bazaar Pearson
.203* 1
satisfy their consumers. Correlatio
n
Sig. (2-tailed) .043
N 100 100
*. Correlation is significant at the 0.05 level (2-tailed).

Interpretation:

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

54
 CHAPTER 5

SUMMARY OF FINDINGS, CONCLUSION &

SUGGESTIONS

55
 FINDINGS
 Most of the respondents are aware of Big Bazaar. It is found that Big Bazaar create a
very good image in mind of the consumer.
 Most of respondents are purchasing products in the Big Bazaar for their personal use
only.
 Most of the consumers are like to visit more Big Bazaar as compare with other malls
which is a good feedback.
 Most of consumers are like to shop in Big Bazaar because of the reasonable prices as
well the availability of the products.
 Customers also prefer to shop in Big Bazaar because of lots of offers and discount
provide by Big Bazaar.
 Most of the consumers agree that Big Bazaar provided value of their money.
 Most of the customers are refer their friends and relatives to visit Big Bazaar because
they are highly satisfy with the big bazaar facilities and the services which offer to them.
 The majority of customers like to visit Big Bazaar with their friends.
 Customers agreed that they should improve or modify on store layout designs.
 Customers don’t want to waste their time at the billing counter. They don’t like the long
queues at billing section.
 Most customers like ambience and parking of Big Bazaar.

56
 SUGGESTIONS
 The Big Bazaar should conduct the meeting with their customers and take their
suggestions which help the company to improve their performance.
 Big Bazaar should also focus more on electronic items with reference of offers.
 Big Bazaar should create more unique offers to attract customers.
 A strategy should be developed in which reference person will get some advantage so
that word of mouth will increase.
 Most of the customers of Big Bazaar are of age group 20-30 years. So company
should focus more on those customers to increase the sales.
 Big Bazaar should train their staff of the store so they easily convince the potential
buyers.
 Big Bazaar should focus more on customer relationship management (CRM).
 Big Bazaar should tie-up with international brands because now a days most of the
consumers prefers western type of products. It simply means culture is changes day
by day.
 Instead of focusing on capturing new customers’ big bazaar should focus on their
loyal customers for maintain the relationship between them.
 Big Bazaar should come with an idea which helps to decrease the perception of the
consumers mind i.e low price = low quality and also helps big bazaar to increase their
sales. Because of this perception, many customers not come to big bazaar .

57
 CONCLUSION
The important reason behind studying of consumer behavior is that it plays a significant role
in our life. With the help of consumer behaviour study , much of time is saved like thinking at
the store, asking help from the retailers, products choosing, etc.

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

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

58
 BIBLIOGRAPHY
ARTICLES

1. Martin Evans, consumer behavior towards fashion, EuropeanJournal of marketing,

23(7), 1989, pp 7-16.

2. Chin Han, Testing the role of country image in consumer choice behavior, European
Journal of marketing, 24(6), 1990, pp 24-40.

3. Walter Zinn, Peter C liu, Consumer response to retail out stocks, Journal of business
logistics, 22(1), 2001, pp 49-71.

4. Jagdish N. Shith, AtulParvatlyar, Relationship marketing in consumer markets,

Journal of academy of marketing science, 23(4), 1995, pp 255-271.

5. John H. Kunkel, Leonard L. Beng, A behavior conception of retail image, Journal of

marketing, 32(4), 1968, pp 21-27.

6. Elaien Sherman, Anil Mathur, Ruth Belk Smith, Store environment and consumer
purchase behavior, Journal of psylogy and marketing, 19(4), 1998, pp 2-7.

7. Jason M Carpenter, Consumer shopping value for retail brands, Journal of fashion
marketing and management, 9(1), 2005,pp 43-53.

8. Richard Miton, Hong Yu, Donna Smith, The shopping experience of female fashion
leaders, International journal of retail & distribution management, 35(6),2007, pp 488-
501.
9. Ann Priest, Uniformity and differentiation in fashion, International journal of clothing
science and technology, 17(3/4), 2005, pp 253-263.
10. Ronald E Gold Smith, Jeanne R. Heitmeyer, Jon B. Frieden, Social value and fashion
leadership, Clothing and textiles research journals, 10(1), 1991, pp 37-45.
11. Lisa Henlay, Amy Burns, Age associated changes in older consumers retail behavior,
International journal of retail and distribution management, 37(12), 2009, pp 1041-
1056.
12. John C Mowen, Beyond consumer decision making, Journal of consumer marketing,
5(1), 1988, pp 15-25.
13. Jonathan Reynolds, Charting the multi channel future, International Journal of retail
and distribution management, 30(11), 2002, pp 530-535.
14. Hyun- Joo Lee, HyeonJeong Cho, WenwenXu, Ann Fairhurst, The influence of consumer
traits & demographics on intension to use retail self service checkouts, Journal of marketing
intelligence and planning, 28(1), 2010, pp 46-58.
15. Homer E Spence, James F Engel, Roger D Blackwell, Perceived risk in mail order and retail
store buying, Journal of marketing research, 7(3), 1970,pp 364-369.
16. Richard Yalch, Eric Spangenberg, Effects of store music on shopping behaviour, Journal of
consumer marketing, 7(2),1990,pp 55-63.
17. Vincent – Wayne Mitchell, Gianfranco Walsh, Gender differences in German consumer
decision making styles, 3(4),2006, pp 331-346.
18. Steve Goodman, An international compparision of retail consumer wine choice, International
Journal of wine business research, 21(1), 2009, pp 41-49.
19. PavleenKaur, Raghbirsingh, Uncovering retail shopping motives of Indian youth , Journal of
young consumers,8(2),2007, pp 128-138.
20. V Parker Lessig, Consumer store images and store loyalties, Journal of marketing, 37(4),
1973, pp 72-74.
21. Ronald GoldSmith, LeisaReinecka Flynn, Identifying innovators in consumers products
markets, European Journal of marketing, 26(12), 1992,pp 42-55.
22. Terry Newholm, Deirdre Shaw,Studying the ethical consumer, Journal of consumer
behaviour, 6(5),2007, pp 253-270.
23. Harvey J Miller, Consumer search and retail analysis, Journal of Retailing , 69(2), 1993, pp
160-192.
24. Sally McKechnie, Consumer Buying Behaviour in financial servces, International Journal of
Bank marketing,10(5), 1992, pp 5-39.
25. Robert A Mudic, Cultural differeneces in consumer travel, Journal of Economicgeography,
41(3), 1965,pp 211-233