PROJECT REPORT

(SUBMITTED FOR THE DEGREE OF [Link] (H) IN MARKETING UNDER THE

UNIVERSITY OF CALCUTTA.)

“STUDY OF CONSUMER BEHAVIOUR IN BIG BAZAR”

Submitted by:

Name of the student: ARPAN ROY

Registration number: 017-1111-1247-17

CU roll no.:171017-21-0319

Name of the college: THE BHAWANIPUR EDUCATION SOCIETY COLLEGE

College UID: 0101171167

Supervised by: Prof. Samreen Alam

Year of submission: March 2020

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CONSUMER BEHAVIOUR AT BIG BAZAR
Annexure-IA

Supervisor's Certificate

This is to certify that Mr. Arpan Roy a student of [Link]. Honors in Marketing of The
Bhawanipur education Society College under the University of Calcutta has worked under
my supervision and guidance for his Project Work and prepared a Project Report with the
title study of consumer behavior in big bazar which he is submitting, is his genuine and
original work to the best of my knowledge.

Place:

Date:

Signature

Name: Prof. Samreen Alam

Designation: Lecturer

Name of the College: The Bhawanipur Education Society College

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CONSUMER BEHAVIOUR AT BIG BAZAR
Annexure-IB

Student's Declaration

I hereby declare that the Project Work with the topic ‘consumer behavior in big bazar’
submitted by me for the partial fulfillment of the degree of [Link]. Honors in Marketing
under the University of Calcutta is my original work and has not been submitted earlier to
any other University /Institution for the fulfillment of the requirement for any course of
study. I also declare that no chapter of this manuscript in whole or in part has been
incorporated in this report from any earlier work done by others or by me. However, extracts
of any literature which has been used for this report has been duly acknowledged providing
details of such literature in the references.

Signature

Name: ARPAN ROY

Address: Nopara Rashbehari School Road Barasat, Kol 700124

Registration No.: 017-1111-1247-17

Place:

Date:

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CONSUMER BEHAVIOUR AT BIG BAZAR
 Acknowledgement

No great Endeavour in any field is possible in solitude. It needs inspiration, guidance and
Help at every step. So, I must preface my report by expressing sincere and deep gratitude to
those who made it possible for me to complete any project work.

First of all, I bow my head in gratitude to God for His blessing. It gives me immense
pleasure my profound sense of gratitude and indebtedness to my Major advisor Prof. Samreen
Alam for her valuable guidance, support and cooperation extended to me during the course of
the study.

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 Table of contents

Chapters. Particulars Page

Numbers
1 Introduction 6 – 13
1.1 Background 7–8
1.2 Literature review 9 – 10
1.3 Need for the study 11
1.4 Research methodology 12
1.5 Limitations 13
2 Conceptual Framework And National & 14 – 18
International Scenario
2.1 Definition 15 – 16
2.2 National scenario 17
2.3 International scenario 18
3 Data Analysis And Findings 19 – 37
3.1 Company profile 20
3.2 Swot analysis 21 – 24
3.3 Analysis and interpretation 25 – 36
3.4 Findings 37
4 Conclusion, Recommendation & Bibliography 38 – 41
4.1 Conclusion 39
4.2 Recommendation 40
4.3 Bibliography 41

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 CHAPTER 1
INTRODUCTION

 1.1 BACKGROUND
 1.2 LITERATURE REVIEW
 1.3 NEED FOR THE STUDY
 1.4 RESEARCH METHOHOLOGY
 1.5 LIMITATIONS

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 Chapter- 1
INTRODUCTION

Background of big bazar

Big Bazaar is an Indian retail chain of hypermarkets, discount department stores, and grocery
stores. The retail chain was founded by Kishore Biyani under his parent organization Future
Group, which is known for having a significant prominence in Indian retail and fashion
sectors. Big Bazaar is also the parent chain of Food Bazaar, Fashion at Big Bazaar
(abbreviated as fbb) and eZone where at locations it houses all under one roof, while it is
sister chain of retail outlets like Brand Factory, Home Town, Central, eZone, etc. Founded in
2001, Big Bazaar is one of the oldest and largest hypermarket chains of India, housing about
250+ stores in over 120 cities and towns across the country.

Timelines:

2001: Three stores launched within a span of 22 days in Kolkata, Bangalore and Hyderabad

2002: ICICI Bank Card is launched.

Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High
Street Phoenix

2003: Enters Tier II cities with the launch of the store in Nagpur

Welcomes its 10 millionth customer at its new store in Gurgaon

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2004: Wins its first award and national recognition. Big Bazaar and Food Bazaar awarded
the country’s most admired retailer award in value retailing and food retailing segment at the
India Retail Forum

A day before Diwali, the store at Lower Parel becomes the first to touch Rs 10 million
turnovers on a single day.

2005: Implementation of SAP and pilots a RFID project at its central warehouse in Tarapur.

Launch of a shopping program: the Big Bazaar Exchange Offer, inviting customers to
exchange household junk at Big Bazaar.

Electronic Bazaar and Furniture Bazaar are launched

Big Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card program to
reward its loyal customers.

2011: Enters the rural wholesale and distribution business through ‘Aadhaar Wholesale 'store
at Kalol, Gujarat.

Big Bazaar has come up a new logo with a new tag line: 'Naye India Ka Bazaar'.

200th store opened in India.

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 Literature review

A review of previous studies has supported the researcher to conduct the present study. The
previous study was examined and certain area which requires more attention has been
considered in the present study.

Lancaster et al, (2002)

Suggests that understanding consumer behavior has become crucial especially due to fierce
competition in retail industry in the UK and worldwide. This chapter will introduce some
other areas of research background of consumer behavior addressing the works of researchers
and marketers. Moreover, consumer decision making process, in particular, five stages of
consumer decision making process will be discussed in detail.

Kotler and Keller (2005)

Suggested that once the relevant information about the product or service is obtained the next
stage involves analyzing the alternatives .Consider this stage as one of the important stages as
the consumer considers all the types and alternatives taking into account the factors such as
size, quality and also price.

Blackwell et al (2006)

Suggested that one of the common models of consumer decision making process has been
offered by Blackwell. According to him, the five stages of consumer decision making process
are followings: problem/need recognition, information search, evaluation of alternatives,
purchase decision made and post-purchase evaluation.

Neal and Questel (2006)

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Suggested that this view is also supported by stating that need recognition occurs due to
several factors and circumstances such as personal, professional and lifestyle which in turn
lead to formation of idea of purchasing

Schiffman and Kanuk, (2007)

Suggested that in the next stage, consumer searches information related to desired product or
service. Information search process can be internal and external. While internal search refers
to the process where consumers rely on their personal experiences and believes, external
search involves wide search of information which includes addressing the media and
advertising or feedbacks from other people (Rose and Samouel, 2009).

Kotler and Keller (2012)

Suggested that the topic of consumer behavior is one of the massively studied topics by the
researchers and marketers in the past and still being studied. Researchers show different
reasons as to why consumer behavior has been the topic of many academics and researchers.
One of the common views is that understanding consumer behavior has become a factor that
has a direct impact on the overall performance of the businesses.

Kotler and Keller, (2012)

suggested that it is worth noting that consumer buying behavior is studied as a part of the
marketing and its main objective it to learn the way how the individuals, groups or
organizations choose, buy use and dispose the goods and the factors such as their previous
experience, taste, price and branding on which the consumers base their purchasing decisions.

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 Need for the study

1. To study consumer buying behavior towards BIG BAZAR customers of barasat.

2. To know about the consumer awareness towards big bazar.
3. To identify the features that encourage consumer to prefers service out of a particular
retail store.
4. To study the consumer’s satisfaction level towards various services offered by big
bazar.
5. To study major factors influencing consumer buying behavior.
6. To understand the performance of big bazaar in the market on various parameters like
service quality, promotion and CSA

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 Research methodology

Descriptive type research has used to complete the project. This research is based on fact
finding enquires and the variables are totally independent and uncontrollable.

Sources of Data collection:

Secondary Data:-

Secondary Data which are used for research to know the history scope of Retail industry are
collected from already available resources like net and other sources.

Data representation technique and tools:-

Tables, Columns chart & Pie chart has used for representation.

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 Limitations

1. Since the research had time constraints thus the researcher had to depend on a
secondary data whose reliability may be doubtful.
2. Accuracy of the secondary data is not known.
3. The way things are measured may change over time, making historical comparisons
difficult.
4. As the data is collected through secondary method the information on the topic might
be incomplete.
5. Some information are insufficient.

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 CHAPTER 2

CONCEPTUAL FRAMEWORK AND

NATIONAL & INTERNATIONAL
SCENARIO

 2.1 DEFINITION
 2.2 NATIONAL SCENARIO
 2.3 INTERNATIONAL
SCENARIO

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 Chapter 2
Conceptual framework & national and international scenario

Definition of consumer behavior:

Consumer behavior is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to
the actions of the consumers in the marketplace and the underlying motives for those actions.

Marketers expect that by understanding what causes the consumers to buy particular goods
and services, they will be able to determine—which products are needed in the marketplace,
which are obsolete, and how best to present the goods to the consumers.

The study of consumer behavior assumes that the consumers are actors in the marketplace.
The perspective of role theory assumes that consumers play various roles in the marketplace.
Starting from the information provider, from the user to the payer and to the disposer,
consumers play these roles in the decision process.

The roles also vary in different consumption situations; for example, a mother plays the role
of an influencer in a child’s purchase process, whereas she plays the role of a disposer for the
products consumed by the family.

Nature of Consumer Behavior:

1. Influenced by various factors:

The various factors that influence the consumer behavior are as follows:

a. Marketing factors such as product design, price, promotion, packaging, positioning and
distribution.

b. Personal factors such as age, gender, education and income level.

c. Psychological factors such as buying motives, perception of the product and attitudes
towards the product.

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d. Situational factors such as physical surroundings at the time of purchase, social
surroundings and time factor.

e. Social factors such as social status, reference groups and family.

f. Cultural factors, such as religion, social class—caste and sub-castes.

2. Undergoes a constant change:

Consumer behavior is not static. It undergoes a change over a period of time depending on
the nature of products. For example, kids prefer colorful and fancy footwear, but as they grow
up as teenagers and young adults, they prefer trendy footwear, and as middle-aged and senior
citizens they prefer more sober footwear. The change in buying behavior may take place due
to several other factors such as increase in income level, education level and marketing
factors.

3. Leads to purchase decision:

A positive consumer behavior leads to a purchase decision. A consumer may take the
decision of buying a product on the basis of different buying motives. The purchase decision
leads to higher demand, and the sales of the marketers increase. Therefore, marketers need to
influence consumer behavior to increase their purchases.

4. Improves standard of living:

The buying behavior of the consumers may lead to higher standard of living. The more a
person buys the goods and services, the higher is the standard of living. But if a person
spends less on goods and services, despite having a good income, they deprive themselves of
higher standard of living.

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 National scenario of big bazar
 Wednesday Bazaar

The concept of Wednesday Bazaar was promoted as 'Hafte Ka Sabse Sasta Din' (Cheapest
Day of the Week). Initiated in January 2007, the idea behind this scheme was to draw
customers to stores on Wednesdays, the day when consumer presence is usually less.
According to the chain, the aim of the concept was 'to give homemakers the power to save
the most'.

 Maha bachat

The concept of 'Maha Bachat' (Mega Saving) was introduced in the year 2006 as a single day
campaign with promotional offers across the company outlets. Over the years, the concept
has grown to become a six-day biannual campaign. During the campaign, offers are given in
all the value formats including Big Bazar, Food Bazaar, Electronic Bazaar, and Furniture
Bazaar

 The Great Exchange Offer

Introduced on 12 February 2009, 'The Great Exchange Offer' allows customers to exchange
their old goods for Big Bazaar coupons. The coupons can be redeemed later for buying brand
new goods from Big Bazaar outlets across the nation.

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 International scenario of big bazar
Till now big bazar have its outlets within Indian boundaries . So there are no
international approaches.

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 CHAPTER 3

PRESENTATION OF DATA
ANALYSIS AND FINDINGS

 3.1 COMPANY PROFILE

 3.2 SWOT AMALYSIS
 3.3 ANALYSIS AND INTERPRETATION
 3.4 FINDINGS

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 Chapter 3

Presentation of data, analysis and findings

Company profile

At Big Bazaar we have always tried understanding our customer’s better keeping in mind
their love for better bargains and getting maximum value out of each rupee they spend. This
has always pushed us to think innovatively and striving to continuously giving our customers
additional reasons to shop.

Times are tough and we understand that this is the time when we need to stand by our
customers. Hence, to share the burden of running our customer’s household the idea of Big
Bazaar PROFIT CLUB was born. Big Bazaar PROFIT CLUB is the most innovative product
that the Indian Retail Market has ever witnessed. It offers an unmatched value proposition to
its customers. A unique membership program where one can pay Rs. 10,000 and can shop for
Rs. 1000 per month for the next 12 months i.e. Rs. 12,000 over a period of 12 months. After
the huge success of ‘Profit Club Rs 10000’, Big Bazaar launches its new program “Profit
Club Rs 5000 card”. On paying Rs 5000, customers will get a membership card topped up
with Rs 6000, with which they can shop for Rs 400 every month for 15 months This card can
be used across 240 + Big Bazaars, Food Bazaars and fbb- Fashion at Big Bazaar stores across
the country. In case you miss shopping in a particular month, the amount can be carried
forward to the next month. Members of the Big Bazaar PROFIT CLUB will also receive the
benefit of existing offers on their Payback cards and T24 mobile services .The Big Bazaar
PROFIT CLUB Card can be used as a Gift Card for your friends and family, like children
living away from home or parents residing in other cities etc. The Big Bazaar PROFIT CLUB
Card can also serves as an excellent Employee Incentive program for your employees. It can
also be extended to your business partners as a gift.

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 Swot analysis
Strengths:

 Distribution and Reach: Big Bazaar has a large number of outlets in almost every
state, supported by a strong distribution network that makes sure that its products are
available easily to a large number of customers in a timely manner.
 Cost Structure: Big Bazaar’s low cost structure helps it produce at a low cost and
sell its products at a low price, making it affordable for its customers.
 Dealer Community: Big Bazaar has a strong relationship with its dealers that not
only provide them with supplies but also focus on promoting the company's products
and training.
 Financial Position: Big Bazaar has a strong financial position with consecutive
profits in the past 5 years, along with accumulated profit reserves that can be used to
finance future capital expenditures.
 Big Bazaar has a large asset base, which provides it with better solvency.
 Return on Capital Expenditure: Big Bazaar has been successfully able to generate
positive returns on the capital expenditure it has incurred on various projects in the
past.
 Automation: of various stages of production has allowed the more efficient use of
resources and reducing costs. It also allows for consistency in quality of its products
and provides the ability to scale up and scale down production as per the demand in
the market.
 Skilled Labor force: Big Bazaar has invested extensively in the training of its
employees that has resulted in it employing a large number of skilled and motivated
employees.
 Big Bazaar has a diversified workforce, with people of many geographical, racial,
cultural and educational backgrounds that help the company by bringing in diverse
ideas and methodologies of doing things.

Big Bazaar has qualified and accredited professionals working under in its team.

 Entering new markets: Big Bazaar’s innovative teams have allowed it to come up
with new products and enter new markets. It has been successful in past, in most of
the initiatives it has taken in new markets.

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Weakness:

 Research and Development: Even though Big Bazaar is spending more than the
average research and development expenditure within the industry, it is spending way
less than a few players within the industry that have had a significant advantage as a
result of their innovative products.
 High Day Sales Inventory: The time it takes for products to be purchased and sold
are higher than the industry average, meaning that Big Bazaar builds up on inventory
adding unnecessary costs to the business.
 Rented Property: A significant proportion of the property that Big Bazaar owns is
rented rather than purchased. It has to pay large amounts of rent on these adding to its
costs.
 Low current ratio: The current ratio that shows the company’s ability to meet its
short term financial obligations, is lower than the industry average. This could mean
that the company could have liquidity problems in the future.
 The company has low levels of current assets compared to current liabilities, and this
can create liquidity problems for it in operations.
 Cash flow problems: There is a lack of proper financial planning at Big Bazaar
regarding cash flows, leading to certain circumstances where there isn’t enough cash
flow as required leading to unnecessary unplanned borrowing.
 Integration: Big Bazaar's current structure and culture have resulted in the failure of
various mergers aimed at vertical integration.
 Diversification in the workforce: The workforce at Big Bazaar is concentrated with
mostly local workers, and low amounts of workers from other racial backgrounds.
Lack of diversification makes it difficult for employees from different racial
background to adjust at the workplace, leading to loss of talent.
 Market Research: Big Bazaar has not conducted market research within the market
that is serves since the past 2 years. As a result, it is making decisions based on 2
years old data, while customer needs may have evolved over time.
 High employee turnover rates: Big Bazaar has a higher employee turnover rate
compared to competitors. This means that it has more people leaving the job, and as a
result, it is spending more on training and development as employees keep leaving
and joining.

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Opportunities:

 Internet: there has been an increase in the number of internet users all over the
world. This means that there is an opportunity for Big Bazaar to expand their
presence online; by using the internet to interact with its customers.
 E-commerce: There has been a new trend and a growth in sales of the e-commerce
industry. This means that a lot of people are now making purchases online. Big
Bazaar can earn revenue by opening online stores and making sales through these.
 Social Media: there has been an increase in the number of social media users
worldwide. The three social media platforms; Facebook, Twitter and Instagram, have
shown the greatest number of increase in monthly active users. Big Bazaar can use
social media to promote its products, interact with customers and collect feedback
from them.
 Technological developments: technology comes with numerous benefits among
many departments. Operations can be automated to reduce costs. Technology enables
better data to be collected on customers and improves on marketing efforts.
 Population: the population has been growing and is expected to grow at a positive
rate for the upcoming years. This is beneficial for Big Bazaar as there will be an
increase in the number of potential customers that it can target.
 Inflation: The inflation rate has been low and is expected to remain low in the next
two years. This is an opportunity for Big Bazaar as its cost of inputs would remain
low for the next two years.
 Interest rate: Lower interest rates than compared to previous years provides an
opportunity for Big Bazaar to undergo expansion projects that are financed with loans
at a cheaper interest rate..
 Transport Industry: the transport industry has been flourishing in the past few years,
and shows growth potential in the future. This has reduced the costs of transportation,
which is beneficial for Big Bazaar as it will lower its overall costs.
 Tax policy: the governments’ reduction in tax rate is beneficial for Big Bazaar as a
lower amount would be expensed out as a tax.
 Globalization: Increased globalization does not restrict Big Bazaar to its own
country. It can extend its operations to other countries, entering into these markets and
making use of the opportunities that lie in these markets.

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Threat analysis:

 Technological developments by competitors; New technological developments by a

few competitors within the industry pose a threat to Big Bazaar as customer attracted
to this new technology can be lost to competitors, decreasing Big Bazaar’s overall
market share.
 Suppliers: The bargaining power of suppliers has increased over the years with the
decrease in the number of suppliers. This means that the costs of inputs could increase
for Big Bazaar.
 New entrants: there have been numerous players that have entered the market and
are gaining market share by gaining existing companies’ market share. This is a threat
to Big Bazaar as it can lose its customers to these new entrants.
 Increasing competition: there has been an increase in competition within the
industry putting downward pressure on prices. This could lead to reduced revenue for
Big Bazaar if it adjusts to the price changes, or loss of market share if it doesn’t.
 Exchange Rate: the exchange rate keeps fluctuating and this affects a company like
Big Bazaar that has sales internationally, while its suppliers are local.
 The fluctuating interest rates in the country do not provide a stable financial and
economic environment.
 Consumer tastes are changing, and this puts pressure on companies to constantly
change their products to meet the needs of these customers.
 Regulations on international trade keep changing, and this requires compliance by
companies if they are to operate globally.
 Substitute products available are also increasing, which is threat collectively for the
whole industry as consumption of current products decrease.

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 Analysis and interpretation

1) How often do you shop?

Table: 1 showing the shopping behavior of customers of big bazar

Parameter No. of respondents Percentage

Daily 145 72%
Week 40 20%
Fortnightly 10 5%
Once in a month 05 3%

3%
5%

20%

Daily
Week
Fortnightly
Once In a month

73%

INTERPRETATION:

It is interpreted that about 72% of the customers shops on daily basis, 20% weekly, 5%
fortnightly and 3% once in a month in Reliance Fresh which is good for a retail store to
have such number for daily and weekly customers.

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2) What do you mostly shop for at mentioned store?

Table: 2 showing the purpose of visit by the customers in big bazar.

Parameter No. of respondents Percentage

Vegetable 166 83%
Grocery 28 14%
Cosmetic products 4 2%
Kitchenware 2 1%
2% 1%

14%

vegetables
grocery
cosmetic products
kitchenware

83%

INTERPRETATION:

It is interpreted that about 83% of customers mostly shop for Vegetables and fruits,
14% for Grocery, 2% for Cosmetic products and 1% for Kitchenware.

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3) Preference of shopping

Table: 3 showing the preference of shopping in big bazar

parameter No. of respondents Percentage

Quality 15 7%
Brand 35 17%
Price 05 3%
One stop shop 145 73%

8%

18%

quality
brand
3% price
one stop shop

73%

INTERPRETATION:

It is interpreted that around 73% of customers shops due to One stop shop feature of
the Reliance fresh store while 17% for Brand,7% for Quality and 3% for Price.

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4) When do you prefer to visit most at big bazar store?

Table: 4 showing the preference of customer to visit the store

parameter No. of respondents Percentage

During Sale 27 13%
When required 178 87%

13%

during sale
when required

87%

INTERPRETATION:

It is interpreted that around 87% of customers prefer to shop when required by them
and 13% of them prefer during sale.

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5) Do advertisement and promotion influence your shopping decision?

Table: 5 showing the influence of promotion on shopping decision

parameter No. of respondent percentage

Yes 190 95%
No 10 5%

5%

yes
no

95%

INTERPRETATION:

It is interpreted that around 95% of the shopping decision are influenced by

advertisement and promotion activities and 5% are not. Therefore, more advertisement
and promotional efforts should be done on continuous basis.

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6) Which form of advertisement do you think is most effective?

Table: 6 showing the effectiveness of the form of advertisement

parameter no. of respondent percentage

Print 119 59%
TV 42 21%
radio 24 12%
internet 15 8%

8%

12%

print
tv
radio
internet
21% 60%

INTERPRETATION:

It is interpreted that around 59% of respondents thinks Print media, 21% T.V., 12%
Radio and 8% Internet as most effective form of advertisement.

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7) Are Promotional schemes easy to understand?

Table: 7 showing the understanding of promotional schemes

parameter no. of respondent Percentage

Always 189 94%
Sometimes 11 6%
Confusing 0 -
never 0 -
1%
5%

always
sometimes
confusing
never

94%

INTERPRETATION:

It is interpreted that 94% of customers believes the promotional schemes always

understand, 6% said Sometimes while none said Confusing and Never which indicates
about the ideal advertisement effectiveness.

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8) Rate the Store Layout of Big bazar?

Table: 8 showing the rating of store layout

parameter no. of respondent percentage

Excellent 40 20%
Good 135 67%
Fair 23 12%
poor 02 1%

1%

12%
20%

excellent
good
fair
poor

68%

INTERPRETATION:

It is interpreted that around20% rates it as excellent, 67% of respondents rates the

store layout as good, 12% as fair and 1% as poor which shows the layout is appealing to
the customers.

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9) Does the Price Marked clearly on the Shelves?

Table: 9 showing the clarity of price marks displayed on shelves

parameter no. of respondent Percentage

Yes 195 97%
no 05 3%
3%

yes
no

98%

INTERPRETATION:

It is interpreted that around 97% of the respondents mentioned that the Price tags or
marks are properly displayed while 3% said no

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10) Does the desired Products are available and the shelves are full with stock?

Table: 10 showing the availability of the stock

parameter No. of respondent percentage

Always 6 3%
Mostly 184 92%
Sometimes 10 5%
never 0 -

5% 3%

always
mostly
sometimes
never

92%

INTERPRETATION:

It is interpreted that around 92% of respondents ensures that there is mostly

availability of the stock, 3% said always, and 5% said Sometimes while none said Never
in Reliance fresh.

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11) Does the Trolleys and Baskets are clean?

Table: 11 showing the cleanliness of trolleys and baskets

parameter no. of respondent Percentage

Yes 193 96%
no 7 4%

4%

yes
no

97%

INTERPRETATION:

It is interpreted that 96% of customers said that the trolleys and basket are clean and
only 4%said that they are not clean.

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12) How is the store space in Big Bazar for moving around for products?

Table: 12 showing the store space

parameter no. of respondent Percentage

It’s free space 177 88%
Not free space 11 6%
Small space 8 4%
Congested 4 2%
2%
4%
6%

its free space

not free space
small space
congested

89%

INTERPRETATION:

It is interpreted that around 88% respondents believes the store space to be a free
space, only 6% believes to be a small space, 4% consider it as Small space while 2%
thinks its Congested.

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 FINDINGS OF THE STUDY

1. About 72% of the customers’ shops on daily basis in big bazaar which is good for
retail store to have such number for daily and weekly customers.
2. About 83% of customers mostly shop for Vegetables and fruits for their quality,
freshness, variety and availability.
3. Around 73% of customers shops due to One stop shop feature of the Big bazar store
4. It is interpreted that around 87% of customers prefer to shop when required by them
and13% of them prefer during sale.
5. Around 95% of the shopping decisions are influenced by advertisement and
promotion activities. Therefore, more advertisement and promotional efforts should
be done on continuous basis.
6. It is interpreted that 94% of customers believes the promotional schemes to be
understanding which indicates about the ideal advertisement effectiveness.
7. It is interpreted that around 67% of respondents rates the store layout as good while
20%rates it as excellent which shows the layout is appealing to the customers.
8. Around 92% of respondents ensure that there is mostly availability of the stock in
Reliance fresh.
9. It is interpreted that around 88% respondents believes the store space to be a free
space and only 6% believes to be a small space.

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 CHAPTER 4

CONCLUSION
RECOMMENDATION &
BIBLIOGRAPHY

 4.1 CONCLUSION
 4.2 RECOMMENDATION
 4.3 BIBLIOGRAPHY

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 Chapter 4

Conclusion, recommendation & bibliography

Conclusion
The study has basically helped to know the Customer behavior towards BIG BAZAR
Hand what influence people to shop at BIG BAZAR. Most of the consumers are
influenced by the offers and price discounts. The majority of consumers’ perception is
almost all the products are available at one roof with one stop shopping experience.
Customers shop more in the Food section.

BIG BAZAR is a major shopping complex for today’s customers as customers find
variety of products at a reasonable price. The majority of customers belong to middle
class family. Volume sales always take place in BIG BAZAR. Impulse buying
behavior of customers comes into play most of the times in Grocery section in BIG
BAZAR .It holds a large customer base and it seemed from the study that the
customers are quite satisfied with BIG BAZAR. It seems that there is a vast growth of
BIG BAZAR lying as customers demand is increasing for big bazaar.

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 Recommendation
1. More promotion scheme should be used to penetrate the market.
2. Skilled employees should be higher because mostly customers are educated
3. Promotion scheme should in such way that customer can understand easily.
4. Service of store should be providing in such way which fulfill the need of the
customer.
5. The store staff should be trained adequately so as to convince the potential
buyers.
6. The company has to concentrate more on the customers of age group 25-35 years
to enhance the sales.
7. Big bazaar should provide more offers and discounts to attract new customers.
8. The company should go with TV-ads and newspaper in order to reach customers.
9. The displays are needed to be changed daily and a bit during weekends as heavy
crowd comes in to big bazaar during those days.
10. Cash counter and credit card payment counter should be placed differently in
order to reduce the rush and save the customer’s time.

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Bibliography

Websites:

[Link]

[Link]

[Link]

Journals:

Lancaster, (2002) “Retail Competition and Consumer Choice, 2002-2004”

Kotler and Keller, (2005), Marketing Management Twelfth edition, New Jersey: Pearson
Prentice Hall

Lee (2005), an Application of a Five-Stage Consumer Behavior Decision Making Model: An

Exploratory Study of Chinese Purchasing of Imported Health Food.

Blackwell, R., Miniard, P. and Engel, J. (2006) “Consumer behavior”, Mason: Thompson

Neal, C., Questel, P. and Pettigrew, S. (2006) “Consumer Behavior: Implications for
Marketing Strategy” (5Th edition) Berkshire: McGraw-Hill.

Schiffman, L., Hansen H. and Kanuk L. (2007) “Consumer Behavior: A European Outlook”,
London: Pearson Education.

Kotler and Keller, (2012), Marketing Management Fourteenth edition, New Jersey: Pearson
Prentice Hall.

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