A STUDY ON
“CONSUMER BEHAVIOR” Towards BIG BAZAAR (V3S MALL) LAXMI NAGAR, NEW DELHI
Summer Project Report SubmittedTraining Towards Partial Fulfillment Of BACHELOR OF BUSINESS ADMINISTRATION (Affiliated To Ch. Charan Singh University, Meerut) Academic Session [2011-2014]
Submitted by: Student Name: RAHUL PANDEY Roll Number: 9355726
UNDER THE GUIDANCE OF: External Supervisor AKBAR TALAT Designation: HR MANAGER Name of Company: FUTURE GROUP Address: LAXMI NAGAR
Internal Supervisor SEEMA GARG IMS Ghaziabad
INSTITUTE OF MANAGEMENT STUDIES ADHYATMIK NAGAR CAMPUS, GHAZIABAD– 201 009
Project Completion Certificate
This is to certify that RAHUL PANDEY who has been assigned a project on ”Consumer Behaviour towards, BIG BAZAAR –V3S Mall” from Institute of Management Studies, Ghaziabad, hassuccessfully completed the above said project on15-August-2013. During the course of his project from 11-July-2013 to 15-August-2013 his observation on various assignments on cash till management at Big Bazaar V3S Mall – Laxmi Nagar, New Delhi are highly recognized and his performance was satisfactory and taken into consideration for the development of our staff.
AKBAR TALAT Assistant Manager – HR
Future Value Retail Limited 1. Regd. Off : Knowledge House, Shyam Nagar, Off Jogeshwari-Vikhroli Link Road, Jogeshware (East), Mumbai – 400 060. T : +91 22 30841300 F : +91 22 66442201 www.futuregroup.in 2. Zonal office : 1 st Floor Pasadena, 18/1, 10 th Main , Ashoka Pillar Road, Jayanagar 1st Block, Bangalore – 560 011.India T : +91 80 433040000 F : +91 80 26577530 www.pantaloon.com 3. Store Address : V3S mall, 2&3 rd floor, near Preet Vihar Metro Station, 12Vikas Marg, Laxmi Nagar, New Delhi T :011-43021963, 011-43021962
DECLARATION
I
RAHUL
PANDEY
hereby
declare
that
the
“CONSUMER BEHAVIOR towards BIGBAZAAR, V3S
project
titled
MALL (Laxmi
Nagar), New Delhi submitted by me as part of partial fulfillment for the award
of
the
Bachelor
of
Business
Administration
at INSTITUTE
OF
MANAGEMENT STUDIES, GHAZIABAD, is a record of bonafide work
done by me.
I also declare that this report has to my knowledge is my own and is neither submitted to any other university nor published any time before.
Date: Place: GHAZIABAD
(RAHUL PANDEY)
CERTIFICATION
This is to certify that the Project Report title A STUDY ON CONSUMER BEHAVIOR towards BIG BAZAAR submitted in partial
fulfillment for the award of BBA Programme of Department of management studies IMSUC Ghaziabad was carried out by RAHUL PANDEY under my guidance. This has not been submitted to any other University or Institution for the award of any degree/diploma/certificate.
Name and address of the Guide
Mrs. SEEMA GARG ASSITANT PROFESSOR DEPT OF MANAGEMENT STUDIES INSTITUTE OF MANAGEMENT STUDIES GHAZIABAD 201001.
Signature of the Guide
ACKNOWLEDGEMENT
A work is never a work of an individual. I owe a sense of gratitude to the intelligence and co-operation of those people who had been so easy to let me understand what I need from time to time for completion of this exclusive project.
I am greatly to my faculty Mrs. Seema Garg for him constant guidance, advice and help which enabled me to finish this project report in time.
I express my sincere thanks to all Faculties member and student of INSTITUTE OF MANAGEMENT STUDIES, GHAZIABAD for their generous help in various ways for the completion of this project in time.
Last but not the least I would like to thanks to God for his blessing. Without him I could not have completed the project and thanks to them who are internally and externally involved in this project.
ABSTRACT
Research in common man‟s language refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic; in fact research is an art of scientific investigation. Research is done to gain familiarity with a phenomenon event / product / service or to determine the frequency, with which something occurs, with which is associated with something else or to test a hypothesis of casual relationship between variables. In short customer perception research is the objective and formal process of systematically obtaining, analyzing and interpreting the data for actionable decision making in customer perception towards an organization (Big Bazaar, in my study). The basic objective of this study is to analyze the customer perception towards Big Bazaar in Laxmi Nagar. Customers were asked about their perception towards Big Bazaar
TABLE OF CONTENTS CHAPTERS
TOPIC
CHAPTER 1
INTRODUCTION
NEED & IMPORTANCE OBJECTIVES
SCOPE AND PERIOD OF
PAGE NO
8 - 15
STUDY
LIMITATIONS
CHAPTER 2
REVIEWOF LITERATURE
17-24
CHAPTER 3
INDUSTRY PROFILE
26-44
COMPANY PROFILE
CHAPTER 4
DATA ANALYSIS & INTERPRETATION
46-48
CHAPTER 5
RESEARCH METHODOLOGY
50-76
FINDINGS
78-81
SUGGESTIONS
CONCLUSION
BIBLIOGRAPHY
QUESTIONNAIRE
CHAPTER 6
CHAPTER 7
83-87
Chapter 1 INTRODUCTION NEED&IMPORTENCE OBJECTIVES SCOPE OF THE STUDY LIMITATIONS
INTRODUCTION: Marketing is the moving and exciting activity in everybody activities. The sellers, distributors, advertising agencies, consultants, transporters, financers, store agencies and every one as a counter are part of the marketing system. Any exchange process be it consumer, goods, intermediary goods, services of ideas, comes under the preview of marketing. It is very often regarded that the development of markets and marketing is synonymous with the economic development of account. Through marketing is an action discipline. In the ever-growing corporate world, marketing is being regarded as a crucial element for the success of an Enterprise. The marketing discipline is undergoing fresh reappraisal in the light of the vast global, technological, economic and social challenges facing today‟s companies and countries. Marketing at its best is about value creation and raising the world‟s living standards. Today‟s winning companies are those who succeed most in satisfying, indeed delighting their target customers. As quoted by P.P.Drucker “Marketing is so basic that it cannot be considered a separate function. It is whole business seen from the point of view of its final result, that is, from the customer‟s point of view. Business success is not determined by the producer but by thecustomer”. Philip Kotler has therefore defined marketing as “it is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering and exchanging products of values with others”. Many Indian companies espouse a satisfied customer philosophy and describe marketing as customer-satisfaction engineering. Since the economy in this country has changed from a primary condition of scarcity to gradual and steady stage of affluence, largely giving consumers the opportunity to choose among
many varied alternatives, satisfaction has become a major concern of business.
INTRODUTION TO CONSUMER BEHAVIOR: One thing that we have in common is that we all are consumers. In fact everybody in this world is a consumer. Every day of our life we are buying and consuming an incredible variety of goods and services. However, we all have different tastes, likes, dislikes, and adopt different behavior patterns while making purchase decisions. The term consumer behavior refers to the behavior that consumers display in searching for purchasing using evaluation and disposing in searching for purchasing using evaluating and disposing of products and services that they exact will satisfy o how individuals make decisions to send their available resources (time, money and effort) on consumption related items. It includes the study of “What they buy”, ”Why they buy”, “When they buy it”, “Where they buy it”, “how often they buy it” and “how often they use.
DEFINITIONS: Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars & researchers as: 1. It‟s the behavior displayed by the consumers during the acquisition, consumption and disposition of products, services, time and ideas by decision making units. 2. It is the body of knowledge which studies various aspects of purchase and consumption of products and services by individuals with various social and psychological variables at play. 3. The behavior that the consumers display in searching for, purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. 4. The process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires. 5. The activities directly involved in obtaining, consuming, and disposing of products and services, including the decision processes that precede and follow these actions.
6. The American Marketing Association (AMA) defines consumer behavior as “The dynamic interaction of cognition, behavior & environmental events by which human beings conduct the exchange aspect of their lives. Consumer behavior is helpful in understanding the purchase Behavior and preferences of different consumers. As consumers, we differ in terms of sex age, education, occupation, income, Family setup, religion, nationality and social status. Because of this different background factors, have different needs and we have only buy those products and services, which we think, will satisfy our needs.
A MODEL OF CONSUMER BEHAVIOUR: A consumer decisions to purchase a particular product of service is the result of complex interplay of a number of variables. The starting point of the decision process is provided by the company‟s marketing stimuli in the shape of product, promotion, price and distribution strategy. Consumer often purchases new products that are associated with a favorable viewed brand name. The term consumer behavior refers to the behavior that consumer display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy these needs. The study of consumer behavior in the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. It includes the study of “what they buy”, “why they buy”, “when they buy”, “where they buy”, “how often they buy” and “how they use”.
DETAILED MODEL OF FACTORS INFLUENCING CONSUMER BEHAVIOR Cultural Factors
Culture
Social Factors Reference
Personal
groups
Factors
Sub
Age and Life
Culture Family
Cycle Occupation Economic
Social
Circumstances
Class Roles &
Lifestyle Personality
Status
and Self Concept
Psychological Factors Motivation Perception Learning
Buyers
Beliefs and Attitudes
CULTURAL FACTORS: Culture: Culture is the most fundamental determinant of a person‟s wants and
behavior like set of values, perceptions, preferences and behaviors through his or her family member.
Subculture: social classes are relatively homogeneous and enduring divisions in a society which are hierarchically ordered and whose members shares similar Values, interest and behavior and social classes includes upper class, middle class and lower class.
SOCIAL FACTORS: References Groups: A persons reference groups consist of all the groups that have a direct (face to face) are indirect influence on the person‟s altitude or behavior. This group to which the person, belongs and interacts.
Personal Factors: A consumer decision also influenced by personal characteristics notably the buyers age & life cycle stage, occupation, economic circumstances, life style and personality and self-concept.
PSYCHOLOGICAL FACTORS: Motivation: A person has many needs at any given time. Some needs are biogenic. They arise from psychological states of tension such as hunger, tryst and discomfort.
Perception: Perception is defined as “the process by which an individual selects, organizes, intercepts, information, inputs to create a meaningful picture of the world.
NEED FOR THE STUDY: Consumer behavior plays a major role for the growth of the company in the modern market scenario. The basic idea of this study is to find the consumer behavior towards Big Bazaar. The needs have to be recognized and necessary steps have to be taken to make the changes. India is growing rapidly and changes are dynamic. People are changing, the preference and the demand is changing. The market also has to change accordingly.
The purpose of consumer behavior is not only for retaining the customers but also attracting new customers and increasing the sales also creating and maintenance of brand awareness. In this competitive market the level of consumer satisfaction decides the success of any product and any company. The night consumers have to be targeted and the right strategy should be implemented at the right time. This will give the desired results.
OBJECTIVES OF THE STUDY: The main objective is to determine the current consumer behavior levels of the customers with regards to Big Bazaar.
To study and analyze consumer shopping behavior towards Big Bazaar. To assess the behavior level of different type of customers shopping at Big Bazaar. To identify what type of strategies are suitable for the company to reach the targeted customers. To find out the factors which influence the consumption of the products in Big Bazaar. To identify effective an advertising sources which are influencing customer purchasing behavior at Big Bazaar. To find out how the consumers spent their incomes, time on the purchasing of the products.
SCOPE OF THE STUDY
Big Bazaar has 250 above branches in New Delhi. My scope is limitation to one Branch (LAXMI NAGAR V3S MAL). The scope of the study is to identify the consumer behavior towards Big Bazaar. It is aimed at enlightening the company about different steps to be taken up to increase the share of Big Bazaar with regard other competitors and also to make the company to provide better customer services.
The scope of the study is only confined to the area covered under V 3S MALL, and only confined in studying about the consumer behavior towards Big Bazaar.
LIMITATIONS:
Time has been a major constraint throughout the study as it has been only for duration of 2 months.
As this survey was restricted to big bazaar V3S mall this cannot be stated as an in depth research on this subject.
Enough care is taken in formulating the questionnaire; still some errors may creep in.
The consumer behavior varies according to different products.
Quality verses price was not taken into the consideration.
The project is based on the interview methodology by a stored questionnaire and the personal skills of the person undertaking the project affect the results.
Chapter 2
REVIEW OF LITERATURE
REVIEW OF LITARATURE/CONSUMER BEHAVIOUR: What is consumer behavior? Activities people involved in when selecting, purchasing, and using products so as to satisfy needs and desires. Consumer behavior involves the psychological process that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decision (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping or actually purchasing a products).
SOURCES OF INFLUENNCE OF THE CONSUMER:
The consumer faces numerous of influence. Often, we take cultural influences for granted, but they are significant. An American will usually not bargain with a storeowner. This, however, is common practice in much of the world. Physical factors also influence our behavior. We are more likely to buy a soft drink when we are thirsty. For example, and food manufacturers have found that it is more effective to advertise their products on radio in the late afternoon when people are getting hungry. A person‟s sel f-image will also tend to influence. What he/she will buy? An upwardly mobile manager may buy a flashy car to project an image of success. Social factors also influence what the consumers buy-often, consumers seek to imitate others whom they Admire, and may buy the same brands, the social environment can include both the mainstream culture (e.g., Americans are more likely to have corn flakes/ham and eggs for brake past than to have rice, which is preferred in many Asian countries) and a sub culture (e.g., rap music often Appeals to a segment within the population that seeks to distinguish itself from the main stream population). Thus sneaker manufacturers are eager to have their products worn by admired athletes. Finally, consumer behavior is influences by learning – you try a
hamburger and learn that it satisfies your hunger and tastes good, and the next time you are hungry, you may consider another hamburger.
DECISION-MAKING INVOLVE SEVERAL STEPS
1. Need r ecognition
5. Purchase
4. Purchase decision
2. Information search
3. Evaluation of
Problem recognition – you realize that something is not as it should be. Perhaps, for example, your car is getting more difficult to start and is not accelerating well. Information search- what are some alternative ways of solving the problem? You might buy a new car, buy a used car, take your car in for repair, ride the bus, ride a taxi, or ride a skateboard to work. A customer can obtain information from several sources: Personal sources: family, friends, neighbors etc. Commercial sources: advertising, sales forces retailers, dealers, Packaging, point-of sale displays. Public sources: newspapers, radio, television, consumer organizations, magazines. Experimental sources: handling, examining, using the product Internal and external search for information to make a decision Internal search: Scan memory.
External search: shopping, personal sources, public media, advertisements Evaluation of alternatives: A skateboard is inexpensive, but may be ill-suited for long distances and for rainy days.
Purchase stage, and sometimes a post-purchase stage (e.g., you return a product to the store because you did not find it satisfactory), in reality, people may go back and forth between the stages. For example, a person may resume alternative identification during while evaluating already known alternatives. The decision maker(s) have the power to determine issues such as: What to buy? Which product to buy? Which brand to buy? Where to buy it? And When to buy? Note, however, that the role of the decision maker is separate from that of the purchaser. From the point of view of the marketer, this introduces some problems since the purchaser. Can be targeted by point-of-purchase (POP) marketing an effort that cannot be aimed at the decision maker. Also note that the distinction between the, purchaser and decision maker be somewhat blurred the decision maker may have to make a substitution if the desired brand is not in stock, the purchaser may disregard institutions (by error or deliberately).
BUYER BEHAVIOUR –CULTURAL FACTORS Cultural factors have a significant impact on customer behavior. Cultural is the most basic cause of a person‟s wants and behavior. Growing up, children learn basic values, perception and wants from the family and other important group. Marketing are always trying to spot “cultural shift‟” which might point to new products that might be wanted by customer or to increased demand. For example, the cultural shift towards greater concern about health and fitness has
created opportunities (and now industries) servicing customers who wish to buy: Low calorie foods Health club memberships Exercise equipment Activity or health- related holidays etc. Similarly the increased desire for “leisure time” has resulted in increased demand for convenience product and service such as microwave ovens, ready meals and direct marketing service businesses such as telephone banking and insurance. Each culture contains “sub -cultures” – groups of people with shared values. Sub-cultures can include nationalities, religions, racial groups, or group of people sharing the same geographical location. Sometimes a sub-culture will create a substantial and distinctive market segment of its own.
BUYER BEHAVIOUR – SOCIAL FACTORS: Introduction: A customer‟s buying behavior is also influenced by social factor, such as the group to which the customer belongs and social status. In a group, several individuals may interact to influence the purchase decision.
The typical roles in such a group decision can be summarized as follows. Initiator: The people who first suggest or think the idea of buying a particular product or service. Influence: A person whose view or advice influences the buying decision. Decider: The individual with the power and/or financial authority to make the ultimate choice regarding which product to buy. Buyer: The person who concludes the transaction. User: The person (persons) who actually uses the product or service.
INDIVIDUAL FACTORS THAT SHAPE BUYER BEHAVIOUR PROCESS HIGH INVOLVEMENT
Extensive problem-solving (EPS)
LOW INVOLVEMENT
Limited problem solving (LPS) Reutilized response behavior (RRB)
The various purchase influence factors are as follows:
Personal Social Cultural
Reference
Culture
groups
Sub culture
Family
Social culture
Roles and status
Age and life cycle stage
Psychologic al Motivation
Occupation
Buyers
Perception Learning
Economic situation
Beliefs and
CULTURAL FACTORS Cultural factors exert a broad and deep influence on consumer behavior.
The marketer needs to understand the role played by the buyer‟s culture, subculture, and social class. Culture The set of basic values, perceptions, wants, and behaviors learned by a member of society from family and other important institutions. Subculture
A group of people with shared value systems based on common life experiences and situations. Social classes Relatively permanent and ordered divisions in society whose members share similar values, interests, and behaviors. SOCIAL FACTORS A consumer‟s behavior also is influenced by social factors, such as the consumer‟s small groups, family, and social roles and status. Groups Two or more people who interact or accomplish individual or mutual goals. Family A family is a domestic group of people, or a number of domestic groups linked through descent (demonstrated or stipulated) from blood relation, marriage or adoption. Roles and status A person belongs to many groups- family, clubs, and organizations. The person‟s position in each group can be defined in terms of both role and status. PERSONAL FACTORS A buyer‟s decisions also are influenced by personal characteristics such as the buyer‟s age and life cycle stage, Occupation, economic situation, lifestyle, and personality and self-concept. Age and life-cycle stage People change the goods and services they buy over their lifetimes. Tastes and preferences changes as life -cycle go. Personality and self-concept A person‟s distinguishing psychological characteristics that lead to relatively consisting and lasting responses to his or her own environment.
PSYCHOLOGICAL FACTORS A person‟s buying choices are further influenced by four major psychological factors: motivation, perception, learning, and attitudes. Motivation A need that is sufficiently pressing to direct the person to seek satisfaction of the need. Perception The processes by which people select, organize, and interpret information to form a meaningful picture of the world. Learning Changes in an individual‟s behavior arise from experience. Beliefs and attitudes A descriptive thought that a person holds about something is his/her belief. A person‟s consistently favorable or unfavorable evaluations, feeling, and tendencies toward and object or idea is attitude. The common tools used to conduct data analysis range from simple cross tabulations and segmentation analysis to more sophisticated statistical methods such as multivariate and logistic regression discriminates analysis and cluster analysis. In the last few years, optimization tools and machine learning algorithms such as neural networks and genetic algorithms have also been used to perform advanced data analysis. The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products) The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media) The behavior 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; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. Understanding these issues helps us adapt our strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers‟ attention, we learn that to be effective, advertisements must usually be repeated extensively. We also learn that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ. Behavior occurs either for the individual, or in the context of a group (e.g., friend‟s 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 behavior 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 behavior involves services and ideas as well as tangible products. The impact of consumer behavior on society is also of relevance.
Chapter 3
INDUSTRY PROFILE
COMPANY PROFILE
INDUSTRY PROFILE
Retail industry largest industry, accounting for are 10% of the country‟s GDP and around 8% of the employment retail industry in India is at the cross roads. It has emerged as one of the most dynamic and fast paced industry with several players entering the market, but because of the heave initial investment required breakeven is difficult to achieve and many of these players have not tasted success so far. However the future is promising; the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations. Retailing in India is gradually inching its way towards becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior ushering in a revolution in shopping in
India.
SOMEKEY FACTORS RETAIL IS India‟s largest industry accounting for over 10% of the country‟s GDP and around 8%of the employment. The market size of the Indian retail industry is about US $312 billion. Retailing in India is gradually inching its way towards become the next boom industry. A large young working population with average age of 24 years
INDIA‟S CONSUMPTION COSMO
During the past decade, private final consumption expenditure has been the key driver of economic growth in India.
Growth domestic product $973billio
Government spending $108 billion (11%)
Utility payments Fuel transportation Electricity, water communication Expenditure on medical &
Private final consumption Expenditure $592billion (60%)
Capital Formation $273 billion (29%)
Consumption spending $350 billion
education
The $ 350 billion consumption spending provides the single biggest business opportunities in India and is divided into same key categories led by food, fashion and home products.
COMPANY PROFILE Future Group
Mr. Kishore Biyani CEO, Future Group
Future Group, led by its founder and Group CEO Mr. Kishore, Biyani, is one of India‟s leading business houses with multiple businesses spanning across the consumption space. While retail forms the core business activity of Future Group, group subsidiaries are presenting consumer finance, capital, insurance, leisure and entertainment, brand development, retail real estate development, retail media and logistics. Led by its flagship enterprise, Pantaloons Retail, the group operates over 12 million square feet of retail space in 71 cities and towns and 65 rural locations across India. Headquartered in Mumbai (Bombay), Pantaloons Retail employs around 35,000 people and is listed on the Indian stock exchanges. The company follows a multi-format retail strategy that captures almost the entire consumption basket of Indian customers. In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look, touch and feel of Indian bazaars with the choice and convenience of modern retail. In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of hypermarket.
The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and Bangalore. The group‟s specialty retail formats include, books and music chain, Depot, sportswear retailer, Planet Sports, electronics retailer, Ezone, home improvement chain, Home Town and rural retail chain, Aadhar, among others. It also operates popular shopping portal, futurebazaar.com.
Future Capital Holdings, the group‟s financial arm provides investment advisory to assets worth over $1 billion that are being invested in consumer brands and companies, real estate, hotels and logistics. It also operates a consumer finance arm with branches in 150 locations. Other group companies include, Future Generali, the group‟s insurance venture in partnership with Italy‟s Generali Group, Future Brands, a brand development and IPR company, Future Logistics, providing logistics and distribution solutions to group companies and business partners and Future Media, a retail media initiative.
The group‟s presence in Leisure & Entertainment segment is led through, Mumbai-based listed company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and Bowling Co. And family entertainment centers, F123. Through its partner company, Blue Foods the group operates around 100 restaurants and food courts through brands like Bombay Blues, Spaghetti Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato. Future Group‟s joint venture partners include, US-based stationery products retailer, Staples and Middle East-based Axiom Communications. Future Group believes in developing strong insights on Indian consumers and building businesses based on Indian ideas, as espoused in the group „score value of „Indianans.‟ The group‟s corporate credo is, „Rewrite Rules, Retain values.
Board of Directors
• Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloons Retail (India) Limited and the Group Chief Executive Officer of Future Group.
• Mr. Gopikishan Biyani, Whole time Director
Gopikishan Biyani is a commerce graduate and has more than twenty years of experience in the textile business.
• Mr. Rakesh Biyani, Whole time Director
Rakesh Biyani is a commerce graduate and has been actively involved in category management; retail stores operations, IT and exports. He has been instrumental in the implementation of the various new retail formats.
• Mr. Vijay Biyani, Whole time Director
Vijay Biyani has more than twenty years of experience in manufacturing, textiles and retail industry and has been actively involved in the financial, audit and corporate governance related issues within the company.
• Mr. Vijay Kumar Chopra, Independent Director
V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI) by profession and is a Certified Associate of Indian Institute of Bankers (CAIIB).His banking career spans over 31 years and he has served senior management positions in Central Bank of India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SBI. • Mr. Shailesh Haribhakti, Independent Director
Shri Shailesh Haribhakti is a Chartered Accountant, Cost Accountant, and a Certified Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and past president of Indian merchant Chambers. He is on the Board of several Public Limited Companies, including Indian Petrochemicals Corporation Ltd. Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999.
• Mr. S Doreswamy, Independent Director
S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.
• Dr. D O Koshy, Independent Director
Dr. Darlie Koshy, a PhD from IIT Delhi and rank holder in MBA headed NID (Ministry of Commerce, GOI) as Director for 2 terms of office prior to which he was the founding Chairperson of Fashion Management at the National Institute of Fashion Technology(Ministry of Textiles, GOI).
• Ms. Bala Deshpande, Independent Director
Bala Deshpande is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the boards of Deccan Aviation, Nagarjuna Construction, Well spun India and Indus League Clothing Ltd, among others.
• Mr. Anil Harish, Independent Director
Anil Harish is the partner of DM Harish & Co. Associates & Solicitors and an LLM from University of Miami. He also serves on the board of Mahindra Gesco, Unitech, Indusind Bank and Hinduja TMT, among others.
Company History Major Milestones 1987 Company incorporated as Men‟s Wear Private Limited. Launch of Pantaloons trouser, India‟s first formal trouser brand.
1991 Launch of BARE, the Indian jeans brand.
1992 Initial public offer (IPO) was made in the month of May.
1994 The Pantaloons Shoppe – exclusive menswear store in franchisee format launched across the nation. The company starts the distribution of branded garments through multi-brand retail outlets across the nation.
1995 John Miller – Formal shirt brand launched.
1997 Company enters modern retail with the launch of the first 8000 square feet store, Pantaloons in Kolkata.
2001 Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and Hyderabad.
2002 Food Bazaar, the supermarket chain is launched.
2004 Central - India‟s first seamless mall is launched in Bangalore.
2005 Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus league Clothing and Planet Retail. Sets up India‟s first real estate investment fund Kshitij to of build chain shopping malls.
2006 Future Capital Holdings, the company‟s financial i s formed to manage over $1.5 billion in real estate, private equity and retail infrastructure funds. Plans forays into retailing of consumer finance products.
Home Town, a home building and improvement products retail chain is launched along with consumer durables format, Ezone and furniture chain, FurnitureBazaar. Future Group enters into joint venture agreements to launch insurance products with Italian insurance major, Generali. Forms joint ventures with US office stationery retailer, Staples.
2007 Future Group crosses $1 billion turnover mark. Specialized companies in retail media, logistics, IPR and brand development and retail-led technology services become operational. Pantaloon Retail wins the International Retailer of the Year at US-based National Retail Federation convention in New York and Emerging Retailer of the Year award at the World Retail Congress held in Barcelona.Futurebazaar.com becomes India‟s most popular shopping portal.
2008 Future Capital Holdings becomes the second group company to make a successful Initial Public Offering in the Indian capital markets. Big Bazaar crosses the 100-store mark, marking one of the fastest ever expansionof a hypermarket format anywhere in the world. Total operational retail space crosses 10 million square feet mark. Future Group acquires rural retail chain, Aadhar present in 65 rural locations.
Businesses
Future Group has a number of businesses across the retail, financial and service industries.
Financial
Future Capital Holdings Future Generali Future Ventures
Services
Future Innoversity Future Supply Chains Future Brands
Joint Venture Partnerships Generali Group Generali is a European insurance company.
Staples Inc. Staples Inc. is a United States based office supply retailer.
Celio French fashion wear maker
Clark C&J Clark International Ltd. is a UK-based footwear and accessories retailer. The Future Group has entered into a 50:50 joint-venture (JV) to form 'Clarks Future Footwear Ltd.'. The JV launched its first (1,600 sq. ft.) stand-alone store in Connaught Place, Delhi on 19 April 2011. The brand seeks to gain a share of the premium segment in this category.
-Overview:-
Every day, Future Group brings multiple products, opportunities and services to millions of customers in India. Through over 15 million square feet of retail space, we serve customers in 85 cities and 60 rural locations across the country. Most of all, we help India shop, save and realize dreams and aspirations to live a better quality of life every day.
Future Group understands the soul of Indian consumers. As one of India‟s retail pioneers with multiple retail formats, we connect a diverse and passionate community of Indian buyers, sellers and businesses. The collective impact on business is staggering: Around 220 million customers walk into our stores each year and choose products and services supplied by over 30,000 small, medium and large entrepreneurs and manufacturers from across India. And this number is set to grow.
Future Group employs 35,000 people directly from every section of our society. We source our supplies from enterprises across the country, creating fresh employment, impacting livelihoods, empowering local communities and fostering mutual growth. We believe in the „Indian dream‟ and h ave aligned our business practices to our larger objective of being a premier catalyst in India‟s consumption -led growth story. Working towards this end, we are ushering positive socio-economic changes in communities to help the Indian dream fly high and the
‘Sone Ki Chidiya’ soars once again. This approach remains embedded in our ethos even as we rapidly expand our footprints deeper into India.
Businesses
Key Group Companies:
Retail
Pantaloons - Fresh fashion store
BiG Bazaar - Hypermarket chain
Food Bazaar - Supermarket chain
eZone - Electronics superstore
HomeTown - Home improvement and building materials store
Central - Seamless department store
Planet Sports - Sportswear retailer
Aadhar - Rural retail chain
KB’s Fairprice - Urban low-frills neighbourhood store
Futurebazaar.com - Shopping portal
Services While retail forms the core business activity of Future Group, group subsidiaries are present in leisure and entertainment, brand development, retail real estate development, retail media and logistics. Some of our other businesses include, mobile telephony brand, T24, operated in association with Tata Teleservices, a supply chain and logistics Infrastructure Company, and a company engaged in
providing educational and training services through three Future Innoversity campuses in Ahmadabad, Bangalore and Kolkata.
Finance In the financial space, our group companies offer consumer finance and insurance to customers, as well as corporate loans and equity investments to companies engaged in consumer businesses.
Group Vision, Mission and Core value
Group Vision Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumer in the most profitable manner.
Group Mission •We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. • We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments– for classes and for masses. • We shall infuse Indian brands with confidence and renewed ambition. • We shall be efficient, cost- conscious and committed to quality in whatever we do.
• We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.
Core Values • Indianess: confidence in ourselves. • Leadership: to be a leader, both in thought and business. • Respect & Humility: to respect every individual and be humble in our conduct. • Introspection: leading to purposeful thinking. • Openness: to be open and receptive to new ideas, knowledge and information. • Valuing and Nurturing Relationships:to build long term relationships. • Simplicity & Positivity: Simplicity and positivity in our thought, business and action. • Adaptability: to be flexible and adaptable, to meet challenges. • Flow: to respect and understand the universal laws of nature.
ABOUT BIG BAZAAR
Big Bazaar was launched in September 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore, and Hyderabad in 22 days. Within a span of ten years, there are now 161 Big Bazaar stores in 90 cities and towns across India.
Big Bazaar was by Mr. Kishore Biyani, the Group CEO and Managing Director of Pantaloons Retail India. Though Big Bazaar was launched purely as a fashion format including apparel, cosmetics, accessory and general merchandise. Over the years Big Bazaar has included a wide range of products and service offerings under their retail chain.
The FutureBazaar.com’ promise as given by the General Manager: Manufacturer’s warranties on all products
Future Bazaar sells only srcinal products from authorized dealers; so all applicable products carry the srcinal manufacturer‟s warranty. Customers can visit any of the authorized service centers of the manufacturer if required. The invoice accompanying the product is your warranty document, so please preserve it. Guaranteed Delivery
Future bazaar guarantees to deliver the exact product you selected, without defects. In case you have received a different product, or if the product was damaged in transit, please let us know and we will ensure that we replace the product or ensure that your money is refunded. Please note that delivery times vary according to products to products 95%of our deliveries take place within the committed time period. For the occasional delays, we will contact you and update you about the status. Secure Payments
We are committed to ensuring that no payment misuse happens, so we work with bank and payment gateways to ensure that your information is protected. Payments are protected both by us and by the policiesof your bank, and the chances of fraud in these channels are actually very low. We also have a Risk Management team that scrutinizes all payments to ensure that there are no fraudulent transactions. Our office address is also available for anyone who wishes to contact us in person. moreover, being part of India‟s largest retail company with a presence all over India, we are omnipresent. Our simple 15-Days Return Policy– No questions asked!
If you have purchased something at FutureBazaar.com ad the product did not meet your expectations or does not fit your needs, then you can return the product to us, no questions asked, as long as it is in its srcinal packaging
and accompanied by its invoice. Just contact our Customer Care and we‟ll arrange to pick up the product from your home– simple. Prompt Customer Support
Our Customer Care is manned by dedicated personnel, who can take decisions and resolve your problems. They are empowered to solve your problems and are aware of the processes and means to handle them. In case they cannot solve the problem at their end, they will trigger the required action on your half or advise you the best possible method to a successful fulfillment of all your queries/issues. Be assured that when you call us, your call is being taken seriously.
Chapter 4
RESEARCH METHODOLOGY
RESEARCH METHODOLOGY The survey technique is intended to secure one or more items of information from a sample of respondents who are representatives of a larger group. The information is recorded on a form known as questionnaire. As data are gathered by asking questions from persons who are believed to have desired information, the method is known as questionnaire technique.
REASONS FOR WIDE USE OF THIS METHOD:
It can secure both quantitative and qualitative information directly from the respondents. It is the only method of directly measuring attitudes and motivations. It is quite flexible in terms of the types of data to be assembled, the method of collection or the timing of research.
Meaning of Research
According to D. Slessinger and M. Stephenson in the Encyclopedia of social sciences define research as “the manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art”.
TYPES OF RESEARCH
1. 2.
Exploratory Research, Descriptive Research.
Exploratory Research:
Exploratory research studies are also termed as formulate research studies. The main purpose of such studies in that of formulating a problem for more precise investigation or of developing the working hypothesis forms an operational point of view.
Descriptive Research:
Diagnostic Research studies determine the frequency with something occurs or its association with something else. In this project, information pertaining to customer needs satisfaction and their demographic profile was collected; hence it is a descriptive research.
1) Primary data: Primary sources of data are the data which needs the personal efforts of collect it and which are not readily available. Primary source of data are the other type of source through which the data was
collected.
Following are few ways in the data was collected: 1. Questionnaires: It is the set of questions on a sheet of paper was being given to fill it, bases on which the data was interpreted. 2. Direct interviewing: Direct interviewing involved the process where i asked the questions directly to the customers and I got the feedback.
2) Secondary data: Secondary sources are the other important sources through which the data was collected.
These are the readily available sources of the data where one had need not put much effort to collected, because it is already been collected and part in an elderly manner by some researcher, experts and special. The secondary sources helpful for the study were
1) Text books like marketing management research methodology, advertisement and sales promotion etc. 2) Internet was made use for the collection of the data. 3) Newspapers were also referred. 4) Business magazines were referred. 1. Sample size: By using judgment random sampling technique 100 respondents are selected for the purpose of the study. 2. Period of study: The study is undertaken in the duration of 35 days. 3. Research approach: The survey method was adopted for collected the primary data. Survey research is systematic gathering of data from respondent through questionnaire. 4. Research instrument: The data for this research study was collected by survey technic using interview method guided by questionnaire. 5. Collection of Data: Questionnaire and personal interviews are the methods that I have used for collecting the data.
Chapter 5
DATA ANALYSIS INTERPRETATIONS
CONSUMER BEHAVIOR QUESTIONAIRE
Q1. How do you come to know about Big Bazaar? Promotion Advertisement Colleagues references Friends/Relatives references Any other specify Total
4%
No. of Customers 80 12 4 4 100
Percentage (%) 80 12 4 4 100
4%
12% Advertisement Colleagues references Friend/Relatives references Any other
82%
INTERPRETATION: From the above study 80% of respondents from Advertisement, 12% of respondents from Colleagues and 4% of respondents from Friends/Relatives Remaining 4% of respondents from others.
Q2. How frequently do you visit Big Bazaar? Particulars
No. of Customers
Percentage (%)
Once in a week
30
30
Twice in a week
43
43
Once in every 15 days
15
15
Once in a month
12
12
Total
100
100
43%
45% 40% 35% 30%
30%
25% No. of respondents
20%
15% 12%
15% 10% 5% 0% Once in a week
Twice in a week
Once in every 15 days
Once in a month
INTERPRETATION: From the above study,30% of respondents from once in a week, 43% of respondents from twice in a week and 15% of respondents from every 15 days Remaining 12% of respondents from every month.
Q3. What is the main purpose of Purchase? Particulars Personal usage/consumption To Gift Any other pl. Specify Total
No. of respondents 71 19 10 100
Percentage (%) 71 19 10 100
No. of respondents 100%
71%
50%
0%
19%
10% No. of respondents
INTERPRETATION: From the above table we can conclude that the major numbers of respondents of 71% personal usage, 19% to gift and remaining 10% any other.
Q4. Which category of products do you buy most at Big Bazaar? Aspects Food items Clothes Electronics Any other pl. Specify
No. of respondents 45 33 20 2
Percentage 45 33 20 2
Total
100
100
No. of respondents 45% 40% 35% 30% 25%
45%
No. of respondents
20% 33%
15%
20%
10% 5%
2%
0% Food items
Clothes
Electronecs
Any other pl. Specify
INTERPRITATION: From the above study 25% of respondents from Food items, 33% of respondents from Clothes and 14% of respondents from Electronics 18% of respondents from furniture and 10% others.
Q5. You prefer to go in Big Bazaar with? Particulars Family members Spouse Friends Others
No. of respondents 28 13 55 4
Percentage (%) 28 13 55 4
Total
100
100
No. of Customers 4% 28% Family members 55%
Spouse 13%
Friends Others
INTERPRETATION: From the above study 28% of respondents from Family, 13% of respondents from Spouse and 55% of respondents from Friends and remaining 4% are others.
Q6. Which mall you like the most in the city? Particulars Big bazaar Spencer Reliance Easy Day
No. of respondents 60 15 12 13
Percentage (%) 60 15 12 13
Total
100
100
No. of respondents 70% 60% 60% 50% 40% No. of respondents 30% 20%
15%
12%
13%
10% 0% BigBazaar
Spencer
Relaince
EasyDay
INTERPRETATION: From the survey it is observed the 60% of respondents for Big Bazaar, 15% of respondents for Spencer, 12% of respondents for Reliance and only 13% of respondents are Easy Day.
Q7. What is the reason behind purchasing in Big Bazaar? Particulars Good satisfaction over products Reasonable prices More offers Any others
No. of Respondents 10 76 12 2
Percentage (%) 10 76 12 2
Total
100
100
No. of respondents 76%
80% 70% 60% 50% 40%
No. of respondents
30% 20%
12%
10% 10%
2%
0% Good satisfaction over products
Reasonable prices
More Offers
Any others
INTERPRETATION From the study it is observed that 10% of respondents for Good satisfaction over products, 76% of respondents for Reasonable prices, 12% of respondents form more offer and 2% of from any other.
Q8. How do you rate the pricing of products at Big Bazaar? Particulars Expensive Competitive Affordable Reasonable
No. of Respondents 09 21 36 34
Percentage (%) 09 21 36 34
Total
100
100
No. of respondents 9% 21% Expensive Competitive 36% 1.2
Affordable Reasonable
INTERPRETATION: From the above study 09% of respondents from Expensive, 21% of respondents from Competitive and 36% of respondents from Affordable 34% of respondents from Reasonable.
Q9. Why do you prefer to shop in Big Bazaar? Particulars Availability of adequate stock Convenience of location and timing Offers and discounts Variety of products Total
No. of respondents Percentage 16 16 21 21 36 36 27 27 100 100
No. of respondents 40%
36%
35% 30%
27%
25% 20%
21% 16% No. of respondents
15% 10% 5% 0% Availability of Convenience of adequate stock location and timing
Offers and disconts
Variety of products
INTERPRETATION: From the above study 16% of respondents from Availability of adequate stock, 21% of respondents from Convenience of location and timing, and 36% of respondents from offers and discounts, 27% of respondents from variety of products.
10. What more facility would you like to get at Big B azaar? facilities Membership card Discount card Free parking offers Lucky draw
No. of respondents 18 53 9 20
Percentage (%) 18 53 9 20
Total
100
100
No.of respondents
18% 53%
Membership card Discount card
1.2
Free parking offers 9%
Lucky draw
INTERPRETATION: From the data specified, 18% of customers are interested in membership card, whereas 9% are interested in parking offers, 20% are interested in lucky draw but more than half are interested in discount card i.e.53% by this we can say that most of the customers prefer to have discount cards at Big Bazaar.
Q11. How often do you ask for Assistance from store staffs in selecting you purchase? Particulars Almost always Frequently
No. of respondents 22 30
Percentage (%) 22 30
Sometimes Never total
40 8 100
40 8 100
No. of respondents 40%
40% 30% 20% 10% 0%
22%
30%
8% No. of respondents No. of respondents
INTERPRETATION: From the above data, we decide that 22% of the customers take assistance from staff always, whereas 30% take help frequently, 40% have taken assistance sometimes, and 8% will not depend on others. From the collected data, we can say that the minority of the customers take assistance from the store staff sometimes.
Q12. How is your overall experience in Big Ba zaar? Particulars Excellent Good Poor Total
No. of respondents 63 27 10 100
Percentage (%) 63 27 10 100
No. of respondents
70%
63%
60% 50% 40% 27%
30%
No. of respondents
20% 10%
10% 0% Excellent
No. of respondents Good
Poor
INTERPRETATION: From the above data, we decide that 63%of the customers overall experience in Big Bazaar is excellent, 27% of the customers overall experience is Good and only 10% of customers overall experience is poor. From this we can decide that, the overall customer satisfaction level is good
Q13. Would you visit Big Bazaar again? Particulars Sure May be Never Total
No. of respondents 85 12 3 100
Percentage (%) 85 12 3 100
No. of respondents 3%
12%
Sure May be Never
85%
INTERPRETATION: From the above table we can conclude that the major numbers of respondents 85% of the respondents say sure, 12% of the respondents say May be, 3% of the respondents say Never.
Q14. Do you suggest any one to shop at Big Bazaar? Particulars Yes No Total
No. of respondents 85 15 100
Percentage (%) 85 15 100
85 90 80 70 60
yes
50
No
40 30
15
20 10 0 suggest any one to shop at big bazaar
INTERPRETATION: From the above table we can conclude that the major numbers of respondents Yes, 85%, which comprises of 15% of the No.
Q15. How do you suggest to Big Bazaar Management to making present Big Bazaar to more attractive? Particulars To maintain quality products Reasonable prices
No. of respondents 45 25
Giving more offers and discounts 25 convenience 5 Total 100
Percentage (%) 45 25
25 5 100
No. of respondents
5% 25%
To maintain quality products 45% Reasonable prices
25%
Giving more offers and discounts Convenience
INTERPRETATION: From the study it is observed that 45% of respondents for To maintain quality products, 25%of of respondents respondents Reasonable of respondents in Every month, 25% for Giving Prices, more 10% of offers and discounts, 5% respondents for convenience.
Q16. Mention your satisfaction level for following elements 1. 2. 3. 4. 5.
Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
Elements Location Operating time
1 ( ) ( )
( Cleanness of store Spacious shop floor ( Easy to locate product ( Quality product ( Promotion offers ( Price of the product ( Staff helpfulness ( Flexibility in payment mode ( Return of value for money (
) ) ) ) ) ) ) ) )
2 ( ) ( )
3 ( ) ( )
4 ( ) ( )
5 ( ) ( )
( ( ( ( ( ( ( ( (
( ( ( ( ( ( ( ( (
( ( ( ( ( ( ( ( (
( ( ( ( ( ( ( ( (
) ) ) ) ) ) ) ) )
) ) ) ) ) ) ) ) )
) ) ) ) ) ) ) ) )
) ) ) ) ) ) ) ) )
1. LOCATION: Satisfaction level
No. of respondents
Percentage (%)
Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied
25 10 60 5
25 10 60 5
Highly dissatisfied Total
0 100
0 100
Satisfaction level based on Location 0 5 25 Highly satisfied Satisfied Neither satisfied nor dissatisfied 10
Satisfied Highly dissatisfied
60
INTERPRETATION: From the above data, we decide that 25% of the customers satisfaction level is highly satisfied on the basis of location of Big Bazaar, 10% of the customers satisfaction level is satisfied on the basis of location of Big Bazaar, 60% of the customers satisfaction level is neither satisfied nor dissatisfied, 5% of the customers satisfaction level is dissatisfied and in the customers no one‟s satisfaction level is highly dissatisfied.
2. OPERATING TIME: Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
No. of customers 10 50 27 10 3
Percentage (%) 10 50 27 10 3
100
100
Satisfaction level based on Operating time 3% 10%
10% Highly satisfied Satisfied
27% 50%
Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
INTERPRETATION: From the data above specified, 10% of customers are highly satisfied, 50% of the customers are satisfied, 27% of the customers are neither satisfied nor dissatisfied, 10% of the customers are dissatisfied,3% of the customers are highly dissatisfied on the basis of operating time.
3. CLEANNESS OF STORE: Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
No. of customers 36 22 32 12 0 100
Percentage (%) 36 22 32 12 0 100
Satisfaction level based on Cleanness of store 40% 35% 30% 25% 20% 15% 10%
36%
32% Satisfaction level based on Cleanness of store
22%
5% 0%
12% 0%
INTERPRETATION: From the data above specified, 36% of customers are highly satisfied, 22% of the customers are satisfied, 32% of the customers are neither satisfied nor dissatisfied, 12% of the customers are dissatisfied, 0% of the customers are highly dissatisfied on the basis of Cleanness of store.
4. SPACIOUS SHOP FLOOR: Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
No. of customers 9 25 40 20 6 100
Percentage (%) 9 25 40 20 6 100
Satisfaction level based on Spacious shop floor 6%
9% Highly Satisfied
20% 25%
Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
40%
INTERPRETATION: From the data above specified, 9% of customers are highly satisfied, 25% of the customers are satisfied, 40% of the customers are neither satisfied nor dissatisfied , 20% of the customers are dissatisfied , 6% of the customers are highly dissatisfied on the basis of Spacious shop floor.
5. EASY TO LOCATE PRODUCT: Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
No. of customers 80 8 3 9 0 100
Percentage (%) 80 8 3 9 0 100
Satisfaction level b ased on Easy to locate product 0% 3%
9% Highly satisfied
8%
Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied 80%
INTERPRETATION: From the data above specified, 80% of customers are highly satisfied, 8% of the customers are satisfied, 3% of the customers are neither satisfied nor dissatisfied , 9% of the customers are dissatisfied , 0% of the customers are highly dissatisfied on the basis of Easy to locate the product.
6. QUALITY OF PRODUCTS: Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
No. of customers 2 80 10 8 0 100
Percentage (%) 2 80 10 8 0 100
Satisfaction level based on quality of products 80% 80% 70% 60% 50% 40% 30% 20% 10% 0%
10% 2%
8% 0%
Satisfaction level based on quality of products
INTERPRETATION: From the data above specified, 2% of customers are highly satisfied, 80% of the customers are satisfied, 10% of the customers are neither satisfied nor dissatisfied, 8% of the customers are dissatisfied, 0% of the customers are highly dissatisfied on the basis of Quality of products.
7. PROMOTION OFFERS Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
No. of customers 20 60 18 2 0 100
Percentage (%) 20 60 18 2 0 100
Satisfaction level b ased on Promotion ofers 70%
60%
60% 50% 40% 30%
20%
18%
Satisfaction level based on Promotion ofers
20% 10% 0%
2%
0%
INTERPRETATION: From the data above specified, 20% of customers are highly satisfied, 60% of the customers are satisfied, 18% of the customers are neither satisfied nor dissatisfied, 2% of the customers are dissatisfied, 0% of the customers are highly dissatisfied on the basis of Promotion Offers.
8. PRICE OF THE PRODUCT Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
No. of customers 4 90 3 0 3 100
Percentage (%) 4 90 3 0 3 100
Satisfaction level based on Price of the product 90% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
4%
3%
0
3%
Satisfaction level based on Price of the product
INTERPRETATION: From the data above specified, 4% of customers are highly satisfied, 90% of the customers are satisfied, 3% of the customers are neither satisfied nor dissatisfied,0% of the customers are dissatisfied, 3% of the customers are highly dissatisfied on the basis of Price of the product.
9. STAFF HELPFULNESS Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
No. of customers 52 8 25 12 3 100
Percentage (%) 52 8 25 12 3 100
Satisfaction level based on Staff helpfullness 3% 12% Highly satisfied Satisfied Neither satisfied nor dissatisfied 52% 25%
Dissatisfied Highly Dissatisfied
8%
INTERPRETATION: From the data above specified, 52% of customers are highly satisfied, 8% of the customers are satisfied, 25% of the customers are neither satisfied nor dissatisfied, 12% of the customers are dissatisfied, 3% of the customers are highly dissatisfied on the basis of staff helpfulness.
10. FLEXIBILITY IN PAYMENT MODE Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied
No. of customers 10 80 7
Percentage (%) 10 80 7
Dissatisfied Highly dissatisfied
3 0 100
3 0 100
Satisfaction level based on Flexibility in payment mode 3% 10%
7%
Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied 80%
Highly dissatisfied
INTERPRETATION: From the data above specified, 10% of customers are highly satisfied, 80% of the customers are satisfied, 7% of the customers are neither satisfied nor dissatisfied, 3% ofonthe are dissatisfied, 0% mode. of the customers are highly dissatisfied thecustomers basis of Flexibility in Payment
11. RETURN OF VALUE FOR MONEY Satisfaction level Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied
No. of customers 5 60 35 0 0 100
Percentage (%) 5 60 35 0 0 100
Satisfaction level based on Return of value of money 0%
0%
5% 35%
Highly satisfied Satisfied 60%
Neither satisfied nor dissatisfied Dissatisfied Highly Dissatisfied
INTERPRETATION: From the data above specified, 5% of customers are highly satisfied, 60% of the customers are satisfied, 35% of the customers are neither satisfied nor dissatisfied, 0% of the customers are dissatisfied, 0% of the customers are highly dissatisfied on the basis of Return of Value for Money.
Chapter 6
FINDINGS
SUGGESTIONS
CONCLUSION
From the responses of 100 customers the findings can be listed as:
As per the findings, all are having the awareness of Big Bazaar. We can say that Big Bazaar have good place in the minds of the customers.
As per the findings 60% of male customers are come to Big Bazaar for shopping.
The customers who were mainly age group of 26- 35 years are shopping at Big Bazaar.
It has been found that the Majority of the Respondents come to know about the Big Bazaar through Friends/Relatives References and Advertisements only. So we can say that the word of mouth and advertisements are plays a very important role when customers shopping at Big Bazaar.
As per findings, Majority of the Respondents are visits Big Bazaar twice in a week. By this, we can say that most of the customers are coming to Big Bazaar regularly.
As per findings, Majority of the Respondents are purchasing for the Purpose of Personal use/consumption only.
As per findings, Majority of the respondents are interested to shopping at Clothes.
Most of customers are prefer to come to Big Bazaar with friends, and customers are motivates by them at purchase.
Majority of the respondents are interested to visit Big Bazaar when compare to other malls.
As per the findings, majority of the customers choose the Big Bazaar for availability of products as well as reasonable prices. Majority of the customers are rate for affordable pricing in Big Bazaar.
As per findings, most of the customers prefer to shop in Big Bazaar for offers & discounts.
As per findings, most of the respondents are taking assistance from the store staff during purchase period. We can say that customers take assistance from store staff when they shopping in Big Bazaar.
As per the findings, majority of the customers are satisfied with the value of their money provided by Big Bazaar.
As per findings, overall experience of the respondents is found to be Excellence as started by 12% of the Respondents, and Good by 60% of the Respondents, Very few rated as poor.
As per findings, most of the customer‟s opinion is to revisit the Big Bazaar.
As per findings, Majority of the Respondents are recommended to others for shopping in Big Bazaar.
As per findings, as much as 45% of the Respondents to suggest the Big Bazaar to maintain good quality in products.
RECOMMENDATIONS
An attempt has been made to suggest to the Big Bazaar a few measures. These suggestions have been made within the preview of the data available. 1) The company must go for some more promotional activities rather than TV, advertisement, hoarding and newspapers. 2) The company has to conduct the periodical meetings with customers and take their valuable suggestions. 3) The company may adopt policy of discounts cards and gifts to customers while purchasing the products. 4) Innovative efforts must be launched to improve the position through better marketing strategies. 5) Innovative packaging can give a company an advantage over competitors. 6) The store staff should be trained adequately so as to “convince” the Potential buyers, because his performance on jobs has great impact on sale of a product. 7) Most of the customers belong to age group of 17-27 years. So, company has to concentrate more on those people to enhance the sales. 8) Moreover, the company has to concentrate more on the customers of age group of 28-37 years to enhance the sales.
CONCLUSION
Consumer‟s 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.
Chapter 7
QUESTIONNAIRE
BIBLIOGRAPHY
QUESTIONNAIRE
(The information furnished by the respondent is strictly for Academic purpose only) Dear Respondent, as a part of research, a survey is taken up to study the Consumer Behavior towards the Big Bazaar. Kindly provide the following information. Name: Age:
Location: Occupation:
Gender M/F:
Education;
Income for month: Q1) How did you come to know about Biz Bazaar? a) b) c) d)
Advertisement Colleagues references Friends/relatives references Any other specify
Q2) How frequently do you visit Big Bazaar? a) b) c) d)
Once in a week Twice in a week Once in every 15 days Once in a month
Q3) What is the main purpose of purchase? a) Personal Usage / consumption b) To Gift c) Any other pl. Specify Q4) Which category of Products do you buy most at Big bazaar? a) b) c) d)
Food items Clothes Electronics Any other pl. Specify
Q5) You prefer to go in Big Bazaar with a) b) c) d)
Family members Spouse Friends Others
Q6) Which mall you like the most in the city a) b) c) d)
Big bazaar Spencer Reliance Easy Day
Q7) What is the reason behind purchasing in Big Bazaar? a) Good satisfaction over products b) Reasonable prices c) More offers d) Any others
Q8) How do you rate the pricing of products at Big Bazaar? a) b) c) d)
Expensive Competitive Affordable Reasonable
Q9) Why do you prefer to shop in Big Bazaar? a) Availability of adequate stock b) Convenience of location and timing c) Offers and discounts d) Variety of products
Q10) What more facility would you like to get at Big Bazaar? a) b) c) d)
Membership Card Discount Card Free packing Offers Lucky draw Offer
Q11) How often do you ask for Assistance from store staff in selecting your Purchase? a) b) c) d)
Almost Always Frequently Sometimes Never
Q12) How is your overall experience in Big Bazaar? a) Excellent b) Good c) Poor Q13) Would you visit Big Bazaar again? a) Sure b) May be c) Never Q14) Do you suggest any one to shop at Big Bazaar? a) Yes b) No Q15) How do you suggest to Big Bazaar management to making present Big Bazaar to more attractive? a) b) c) d)
To maintain quality products Reasonable prices Giving more offers and discounts Convenience
Q16) Please give your valuable suggestions regarding Big Bazaar over all functioning_________________________________________________ Mention your satisfaction level for following elements
1) Highly satisfied 2) Satisfied 3) Neither satisfied nor dissatisfied 4) Dissatisfied 5) Highly Dissatisfied Elements Location Operating time
1 ( ) ( )
2 ( ) ( )
3 ( ) ( )
4 ( ) ( )
5 ( ) ( )
Cleanness of store Spacious shop floor Easy to locate product Quality product Promotion offers
( ( ( ( (
) ) ) ) )
( ( ( ( (
) ) ) ) )
( ( ( ( (
) ) ) ) )
( ( ( ( (
) ) ) ) )
( ( ( ( (
) ) ) ) )
Price of the product ( Staff helpfulness ( Flexibility in payment mode ( Return of value for money (
) ) ) )
( ( ( (
) ) ) )
( ( ( (
) ) ) )
( ( ( (
) ) ) )
( ( ( (
) ) ) )
Thank you
BIBLIOGRAPHY Text Books
Consumer Behavior:
Schiffman & Kanuk
Principles of Marketing:
Kotler Philip
Websites:
www.consumerbehavior.com www.bigbazaar.com www.pantaloon.com www.futuregroup.com
