Professional Documents
Culture Documents
On
SUBMITTED BY
..........................................
..........................................
(Assistnat Professor)
Roll No.
(SMS) Lucknow
SESSION 2016-17
ABSTRACT
Research in common mans 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 LUCKNOW, Uttar Pradesh. Research was carried out
for LUCKNOW customers who were main targets for this study. Customers
were asked about their perception towards Big Bazaar
TABLE OF CONTENTS
CHAPTERS
TOPIC
PAGE NO
INTRODUCTION
CHAPTER 1
8 - 21
AND
PERIOD
OF STUDY
LIMITATIONS
CHAPTER 2
REVIEWOF
LITERATURE
CHAPTER 3
31
INDUSTRY PROFILE
COMPANY PROFILE
CHAPTER 4
23
33
47
49 76
78 - 80
CHAPTER 5
FINDINGS
SUGGESTIONS
CHAPTER 6
BIBILIOGRAPHY
QUESTIONNAIRE
5
82 86
INTRODUCTION
NEED&IMPORTENCE
OBJECTIVES
RESEARCH METHODOLOGY
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,
6
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 evergrowing corporate world, marketing is being regarded as a crucial element for the success of
an Enterprise.
The marketing discipline is undergoing fresh re aparisal in the light of the vast global,
technological, economic and social challenges facing todays companies and countries.
Marketing at its best is about value creation and raising the worlds living standards. Todays
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
customers point of view. Business success is not determined by the producer but by the
customer.
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.
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. Its 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.
Other
Consumer
stimuli
stimuli
Decisions
Product
Product
Price
Economic
Consumer
Technological
Characteristic
Consumer
Choice
Decision
Brand
Process
Problem
Choice
recognition
choice
Social
Information
Purchasing
Personal
Search
Timing
Psychological
Evaluation
Purchasing
Place
Political
s
Cultural
Promotion cultural
Dealer
Decision
DETAILED MODEL OF
post
Amount
FACTORS INFLUENCING
CONSUMER BEHAVIOR
Purchase
Cultural Factors
Behavior.
Social Factors
Culture
Sub
Culture
Social
Class
Roles &
Status
Personalit
y and Self
Concept
Learning
Beliefs
and
Attitudes
CULTURAL FACTORS:
Culture: Culture is the most fundamental determinant of a persons wants and
behavior like set of values, perceptions, preferences and behaviors through his or
her family member.
11
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 ass the process by which an individual
selects, organizes, intercepts, information, inputs to create a meaningful picture
of the world.
targeted and the right strategy should be implemented at the right time. This will
give the desired results.
13
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 saaembled, 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,
14
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:
Meaning: Primary sources of data are the data which
15
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 the of 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) News papers were also referred.
4) Business magazines were referred.
3) Sample size:
16
17
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 LUCKNOW 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 stured
questionnaire and the jpersonal skills of the person undertaking the project
affect the results.
18
REVIEW OF LITERATURE
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:
1.Need recognition
5.Purchase evaluation
2. Information search
4.Purchase decision
3. Evaluation of alternatives
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: news papers, radio, television, consumer organizations,
special magazines.
Experimental sources: handling, examining, using the product
21
22
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).
LOW INVOLVEMENT
24
Personal
Cultural
Culture
Sub culture
Social culture
Social
Reference
groups
Occupation
Family
Roles and status
Economic situation
Motivation
Perception
Learning
Beliefs and attitudes
Buyers
Life style
Personality & self concept
CULTURAL FACTORS
Cultural factors exert a broad and deep influence on consumer behavior.
The marketer needs to understand the role played by the buyers culture,
subculture, and social class.
Culture
The set of basic values, perceptions, wants, and behaviours 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.
25
SOCIAL FACTORS
A consumers behavior also is influenced by social factors, such as the
consumers 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, organisations. The
persons position in each group can be defined in terms of both role and status.
PERSONAL FACTORS
A buyers decisions also are influenced by personal characteristics such as
the buyers 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 lift-cycle goes.
26
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 imjprove their marketing
strategies by understanding issues such as
The psychology of how consumers think, feel, rason, 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 th 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.
28
INDUSTRY PROFILE
COMPANY PROFILE
29
INDUSTRY JPROFILE
Retail industry largest industry, accounting for are 10% of the countrys
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 intial investment
required break even 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 Indias largest industry accounting for over 10% of the
countrys GDP and around 8%of the employment.
The market size of th Indian retail industry is about US $312 billion.
30
Retailing in India is gradually inching its way towards becoment the next
boom industry.
A large young working population with average age of 24 years
Growth
domestic
product
$973billion
(11%)
Private final
consumption
Expenditure
Utility payments Fuel
$592billion
transportation
(60%)
Electricity, water
communication
Expenditure on
medical & education
$242billion
31
The $ 350 billion consumption spending provides the single biggest business
opportunities in India and is divided into sa,e key categories led by food, fashion
and home products
Fashion
Accessories
5.5% $225b
Fashion
Consumer
Accessories
Furniture
Durable
4% 3.4%
Fashion
Accessories
5.5%
$225b
5.5% $225b
$14b
$12b
Fashion
Accessories5.5% $225b
Fashion Accessories
5.5% $225b
33
COMPANY PROFILE
Pantaloon Retail (India) Limited, is Indias leading retailer that operates
multiple retai formats in both the value and lifestyle segment of the Indian
consumer market. Headquartered in Mumbai (Bombay), the company operates
over 12 million square feet of retail, has over 10000 stores across 71 cities in
India and employs over 30,000 people.
The companys leading formats include pantaloons, a chain of fashion
outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a
supermarket chain, blends the look, touch and feel of Indian bazaars with aspects
of modern retail choice, convenience and quality and central, a chain of seamless
destination malls. Some of its formats include brand factory, blue sky, all top 10
stars and sitara. The company also operates an online portal, futurebazaar.com.
A subsidiary company, Home solutions Retail (India)limited, operate
Home Town, a large format home solutions store, collection I, selling home
furniture products and e-zone focused on catering to the consumer electronics
segment.
Pantaloon Retail was recently awarded the international retailer of the
year 2007 by the US based National Retail Federation (NRF) and the
Emerging market retailer of the year 2007 at the world retain congress held in
Barcelona.
Pantaloon Retail is the flagship company of Future Group, a business
group.
Catering to the entire Indian consumption space.
34
available in the country, which allows us to get the latest in the range to
our customers. We have been able to create some major popularity ripples
with our corporate clients with products like mobiles, electronics, laptops,
MP3 players, T-shirts, Gift Vouchers and so on.
Seamless end-to-end Logistics solution we pride ourselves in having
built an end-to-end logistics solution, right from stocking, dispatching,
and delivery confirmation up to post-sales support. Our back-end
infrastructure enables us to service around 15,000 pin codes across India.
Dedicated Customer Care for online customers as well as corporate
clients We have a dedicated team straddling client servicing, sourcing,
logistics and customer service for all our customers.
our Brand Association Most importantly out parentage &
association with humungous retail brands like Big Bazaar, Pantaloons,
Central and many more, lends tremendous amount of trust jj& credibility
to our end consumers.
spanning across the consumption space. While retai forms the core business
activity of Future Group, group subsidiaries are present in consumer finance,
capital, insurance, leisure and entertainment, brand development, retail, real
estate development, retail media and logistics.
Led by its flagship enterprise, Pantaloon Retail, the group operates
over 11 million square feet of retail space in over 63 cities and towns and 65
rural locations across India. Pantaloon Retail was awarded the International
Retailer of the year 2007, by the US-based National Retail Federation, the
largest retail trade association and the Emerging Market Retailer of the year
2007 at the World Retail Congress in Barcelona.
Future Group believes in developing strong insights on Indian
consumers and building businesses based on Indian ideas, as espoused in the
groups core value of Indian ness. The groups corporate credo is, Rewrite
rules, Retain values More about Future 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 segment.
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, humilityand united
determination shall be the driving force to make us successful.
Sone Ki Chidiya
When the Mughals first came to India they were drawn by the lure of her
fabulous wealth India was known as the Sone Ki Chidiya, literally The
Golden Bird.
According to economic historian
40
Indias share o the world trade was nearly 25 percent. It came down to
0.5% in the 1960s and now stands at around 1..5%.
The Indian economy is once again at the centre of the global attention.
As domestic consumption drives economic growth in India, Future Group hopes
to play a pivotal role in bringing back the Sone Ki Chidiya.
Future Ventures:
Future Ventures, seeks to promote and participate in innovative and emerging
business ventures in India. The company intends to play a role in powering
entrepreneurship, by promoting or participating in diverse business activities,
primarily in consumption-led sectors in the country, which it defines as sectors
whose growth and development will be determined primarily by the growing
purchasing power of Indian consumers and their changing tastes, lifestyle and
spending habits.
The company will also participate in businesses where it exercises control or
influence, and can add value as active shareholders, by utilizing the experience
and knowledge of the Future Group, and specifically its parent, pantaloon Retail
ltd.
41
Pantaloons Kishore Biyani has become Indias largest retailer, but still
has several aces up his John Miller shirtsleeves.
In Indias chaotic markets, Ishore Biyani is the unchalleged king of
retail. He has the knack of catchings rivals off-guard and striking where it hurts
most.
And now that hes set himself the task of tetaining control of the largest
retail space in the country, he wont let anyone suppliers or international
promoters included catch him slacking.
The latest to face the wrat of the 43-year-old is South African hyper
market Shoprite, which opened shop in Mumbai (images) last month through a
franchise agreement with local company Normal Lifestyle.
The hypermarket began retailing products from big boys Nestle (Get
Quote), Unilever and Procter & Gamble at consumer discounts of 20-30 percent,
loweer than even Biyanis his Big Bazaar Stores.
Instead of chewing his nails, Biyani turmed confrontationist, asking why
the multinationals were offering Shoprite better prices, even withdrawing Nestle
products from his stores when the company did not respond.
Two days later the Nestle products were back, but not before the
company had clarified its stance. Says Biyani, shoprite is involved in predatory
pricing. There are rules against this in every part of the world.
But as a result of his tough stance, the three MNCs have asked Shoprite
to roll back the offers or face withdrawal of supplies, he says.
42
and he was proved right when the Kolkata Pantaloon store became a raging
success and Biyani stepped on to the turf as a super retailer.
Other professionals have wondered where Biyani picked up the tricks of
the retailing trade. Some has learned from his own mistakes, he admits. Others
he picked up from the big boys of international retail.
I read every book on Sam Walton, Macys, Marks & Spencer and
management gurus like Tom Peters whose book Reimagine impressed me.
Even now he reads a management book every fortnight Stephen Covey, Robert
Kaplanor James Collins.
But unusual as it might seem, he also made it a point to stay away from
these stores. The reason: by going to a Wal-Mart or a Macys, you could get
overwhelmed into thinking that was the best model and stop learning, he says.
43
44
45
DATA ANALYSIS
INTERPRETATIONS
No. of Customers
80
12
4
4
100
46
Percentage (%)
80
12
4
4
100
4% 4%
12%
Advertisement
Colleagues references
Friend/Relatives references
Any other
80%
IN
TERPRETATION:
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 Bizaar?
Particulars
No. of Customers
Percentage (%)
Once in a week
30
30
Twice in a week
43
43
15
15
Once in a month
12
12
Total
100
100
47
43%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
30%
15%
on
th
m
da
ys
O
nc
e
in
15
O
nc
e
in
Tw
ic
e
ev
er
y
in
we
ek
we
ek
No. of respondents
in
O
nc
e
12%
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.
The above analysis is also analysed with the chi square test to find
the dependency between no of visits to Big Bazaar and Goods bought. This
test is as follows.
Ho= There is relation between visits and goods bought in Big Bazaar.
Ha = There is relation between no. of visits and goods bought in Big Bazaar.
Caliculation of 2 has been presented in the table.
48
Once in week
Twice in week
Once in 15 days
Once in 30 days
Food
items
10
5
8
2
25
7
18
1
6
33
2
7
3
2
14
5
12
1
0
18
6
1
2
1
10
30
43
15
12
100
X2 = (f-f1)f1 = 24.9456
The degree of freedom for the given problem is
(r-1)(s-1) = 12
There fore the probability P nvalue is 0.24 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency in
between the no of visits to Big Bazaar and the goods bought.
No. of respondents
71
19
10
100
49
Percentage (%)
71
19
10
100
No. of respondents
71%
80%
70%
60%
50%
40%
30%
20%
10%
0%
19%
10%
An
y
ot
he
r
G
ift
To
Pe
rs
on
al
us
ag
e/
co
ns
um
pt
io
n
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.
No. of respondents
25
33
14
18
10
Percentage
25
33
14
18
10
Total
100
100
50
No. of respondents
33%
No. of respondents
18%
pe
ci
fy
10%
An
y
El
ec
tro
ne
cs
Fo
od
ite
m
14%
pl
.S
25%
ot
he
r
35%
30%
25%
20%
15%
10%
5%
0%
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
Total
No. of respondents
28
13
55
4
100
51
Percentage (%)
28
13
55
4
100
No. of Customers
4%
28%
Family members
Spouse
55%
Friends
13%
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.
The above analysis is also analysed with the chi square test to find
the relation between people who accompany and Products bought. This test
is as follows.
Ho= There is relation between people who accompany and goods bought in Big
Bazaar.
Ha = There is relation between people who accompany and goods bought in Big
Bazaar.
52
items
12
2
11
0
25
3
4
5
2
14
2
2
13
1
18
1
2
6
1
10
28
13
55
04
100
X2 = (f-f1)f1 = 20.4779
The degree of freedom for the given problem is
(r-1)(s-1) = 12
There fore the probability P nvalue is 0.20 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency in
between the people who accompany and the goods bought in Big Bazaar.
Q6. Which mall you like the most in the city?
Particulars
Big bazaar
Spencer
City central
Hyd central
Total
No. of respondents
72
15
12
1
100
53
Percentage (%)
72
15
12
1
100
No. of respondents
12%
1%
Big Bazaar
Spencer
15%
City Central
Hyd Central
72%
INTERPRETATION:
From the survey it is observed the 72% of respondents for Big Bazaar, 15% of
respondents for Spencer, 12% of respondents for City central and only 1% of
respondents are hyd central.
No. of Respondents
10
78
12
0
100
54
Percentage (%)
10
78
12
0
100
No. of respondents
78%
10%
12%
No. of respondents
ov
er
pr
od
Re
uc
as
ts
on
ab
le
pr
ic
es
M
or
e
O
fe
rs
An
y
ot
he
rs
80%
70%
60%
50%
40%
30%
20%
10%
0%
G
oo
d
sa
tis
fa
ct
io
n
0%
INTERPRETATION
From the study it is observed that 10% of respondents for Good
satisfaction over products, 78% of respondents for Reasonable prices, 12% of
respondents for More offers.
No. of Respondents
09
21
36
34
100
55
Percentage (%)
09
21
36
34
100
No. of respondents
5%
Expensive
11%
Competitive
Afordable
19%
Reasonable
65%
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.
The above analysis is also analysed with the chi square test to find
the relationship between price of products in Big Bazaar and Goods bought.
This test is as follows.
Ho= There is relation between prices of the products in Big Bazaar and goods
bought in Big Bazaar.
56
Ha = There is relation between prices of the products in Big Bazaar and goods
bought in Big Bazaar.
Caliculation of 2 has been presented in the table.
Expensive
Competitive
Offerdable
Reasonable
Food
items
3
7
9
6
25
4
5
13
11
33
1
2
3
8
14
0
4
7
7
18
1
3
4
2
10
09
21
36
34
100
X2 = (f-f1)f1 = 8.7773
The degree of freedom for the given problem is
(r-1)(s-1) = 12
There fore the probability P value is 0.87 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency
between prices of products and goods bought in Big Bazaar.
No. of respondents
16
21
36
27
100
57
Percentage
16
21
36
27
100
No. of respondents
36%
40%
35%
30%
25%
20%
15%
10%
5%
0%
27%
16%
21%
di
sc
on
ts
an
d
O
fe
rs
Av
ai
la
bi
lit
y
of
ad
eq
ua
te
st
oc
k
No. of respondents
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.
The above analysis is also analysed with the chi square test to find
the dependency between preference to shop and Goods bought. This test is
as follows.
Ho= There is relation between preference to shop and goods bought in Big
Bazaar.
58
Stock available
Convenience
Offer&discount
s
Variety prdts
Food
clothes Electronic
furnitur
others
items
6
4
10
4
9
13
s
1
5
6
e
2
3
2
3
0
5
30
43
15
5
25
7
33
2
14
11
18
2
10
12
100
X2 = (f-f1)f1 = 21.7921
The degree of freedom for the given problem is
(r-1)(s-1) = 12
There fore the probability P value is 0.21 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency
between preference to shop and the goods bought in Big Bazaar.
10. what more facility would you like to get at Big Bazaar?
facilities
Membership card
Discount card
Free parking offers
Lucky draw
Total
No. of respondents
18
53
9
20
100
59
Percentage (%)
18
53
9
20
100
No.of respondents
9%
Membership card
27%
Discount card
Free parking ofers
60%
Lucky draw
5%
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 prefers to having discount cards at Big Bazaar.
Q11. How often do you ask for Assistance from store staff in selecting you
purchase?
particulars
Almost always
Frequently
Sometimes
Never
total
No. of respondents
22
30
40
8
100
60
Percentage (%)
22
30
40
8
100
No. of respondents
40%
40%
35%
30%
25%
20%
15%
10%
5%
0%
30%
22%
No. of respondents
Ca
te
go
ry
es
et
im
So
m
Fr
eq
ue
nt
ly
Al
m
os
t
al
wa
ys
8%
INTERPRETATION:
From the above data, we decide that 22% of the customers take
assistance from staff always, whereas 30% take help frequently, 40% have take
assistance sometimes, and 8% will not depend on others. From the collected
data, we can say that the manority of the customers take assistance from the
store staff sometimes.
Q12. How is your overall experience in Big Bazaar?
particulars
Excellent
Good
Poor
Total
No. of respondents
63
27
10
100
61
Percentage (%)
63
27
10
100
No. of respondents
70%
63%
60%
50%
40%
No. of respondents
27%
30%
20%
10%
10%
0%
Excellent
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
No. of respondents
85
12
3
100
62
Percentage (%)
85
12
3
100
No. of respondents
15%
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.
No. of respondents
85
15
100
63
Percentage (%)
85
15
100
85
90
80
70
60
yes
50
No
40
15
30
20
10
0
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
Giving more offers and discounts
convenience
Total
No. of respondents
45
25
25
5
100
64
Percentage (%)
45
25
25
5
100
No. of respondents
To maintain quality
products
5%
25%
Reasonable prices
45%
25%
Convenience
INTERPRETATION:
From the study it is observed that 45% of respondents for To maintain
quality products, 25% of respondents Reasonable Prices, 10% of respondents in
Every month, 25% of respondents for Giving more of offers and discounts, 5%
respondents for convenience.
Q17. Mention your satisfaction level for following elements
1.
2.
3.
4.
5.
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
Elements
2
65
1. Location
2. Operating time
3. Parking facility
4. Cleanness of store
5. Spacious shop floor
6. Easy to locate product
7. Quality product
8. promotion offers
9. price fo the product
10.staff helpfulness
11.flexibility in payment
mode
12.return of value for
money
(
(
(
(
(
(
(
(
(
(
)
)
)
)
)
)
)
)
)
)
(
(
(
(
(
(
(
(
(
(
)
)
)
)
)
)
)
)
)
)
(
(
(
(
(
(
(
(
(
(
)
)
)
)
)
)
)
)
)
)
(
(
(
(
(
(
(
(
(
(
)
)
)
)
)
)
)
)
)
( )
( )
( )
( )
( )
( )
( )
( )
1. LOCATION:
Satisfaction level
No. of respondents
Percentage (%)
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
Total
25
10
60
5
0
100
25
10
60
5
0
100
66
Highly satisfied
Satisfied
25
10
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 ones
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
100
67
Percentage (%)
10
50
27
10
3
100
10%
3%
Highly satisfied
10%
Satisfied
Neither satisfied nor
dissatisfied
27%
50%
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. PARKING FACILITY:
Satisfaction level
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
No. of customers
30
56
6
7
1
100
68
Percentage (%)
30
56
6
7
1
100
60%
50%
40%
30%
30%
Satisfaction level based on
Parking facility
20%
10%
7%
6%
1%
at
is
fie
d
di
ss
at
is
fie
d
H
ig
hl
y
D
is
s
H
ig
hl
y
sa
tis
fie
d
0%
INTERPRETATION:
from the data above specified, 30% of customers are highly satisfied, 56%
of the customers are satisfied, 6% of the customers are neither satisfied nor
dissatisfied , 7% of the customers are dissatisfied , 1% of the customers are
highly dissatisfied on the basis of parking facility.
4.CLEANNESS OF STORE:
Satisfaction level
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
No. of customers
36
22
32
12
0
100
69
Percentage (%)
36
22
32
12
0
100
36%
32%
22%
12%
at
is
fie
d
H
ig
hl
y
di
ss
at
is
fie
d
0%
D
is
s
H
ig
hl
y
sa
tis
fie
d
40%
35%
30%
25%
20%
15%
10%
5%
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.
No. of customers
9
25
40
20
6
100
70
Percentage (%)
9
25
40
20
6
100
40%
35%
30%
25%
20%
25%
20%
15%
9%
6%
10%
5%
fie
d
D
is
sa
tis
H
ig
hl
y
Sa
tis
fie
d
0%
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.
No. of customers
80
8
3
9
0
100
71
Percentage (%)
80
8
3
9
0
100
3%
Highly satisfied
9%
Satisfied
8%
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.
7.QUALITY OF PRODUCTS:
Satisfaction level
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
No. of customers
2
80
10
8
0
100
72
Percentage (%)
2
80
10
8
0
100
at
is
fie
d
0%
di
ss
at
is
fie
d
8%
H
ig
hl
y
H
ig
hl
y
10%
D
is
s
2%
sa
tis
fie
d
80%
70%
60%
50%
40%
30%
20%
10%
0%
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.
8.PROMOTION OFFERS;
Satisfaction level
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
No. of customers
20
60
18
2
0
100
73
Percentage (%)
20
60
18
2
0
100
20%
18%
20%
2%
10%
at
is
fie
d
D
is
s
at
is
fie
d
0%
H
ig
hl
y
D
is
s
H
ig
hl
y
sa
tis
fie
d
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.
No. of customers
4
90
3
0
3
100
74
Percentage (%)
4
90
3
0
3
100
at
is
fie
d
D
is
s
at
is
fie
d
0%
H
ig
hl
y
H
ig
hl
y
3%
D
is
s
4%
sa
tis
fie
d
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
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.
10.STAFF HELPFULNESS:
Satisfaction level
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
No. of customers
52
8
25
12
3
100
75
Percentage (%)
52
8
25
12
3
100
12%
Highly satisfied
3%
Satisfied
Neither satisfied nor
dissatisfied
Dissatisfied
52%
25%
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.
Satisfaction level
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Highly dissatisfied
No. of customers
10
80
7
3
0
100
76
Percentage (%)
10
80
7
3
0
100
7% 3%
Highly satisfied
10%
Satisfied
Neither satisfied nor
dissatisfied
Dissatisfied
Highly dissatisfied
80%
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% of the customers are dissatisfied , 0% of the customers are
highly dissatisfied on the basis of Flexibility in Payment mode.
No. of customers
5
60
35
0
0
100
77
Percentage (%)
5
60
35
0
0
100
Highly satisfied
5%
Satisfied
35%
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.
78
FINDINGS
SUGGESTIONS
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 guoup 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
79
81
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 news papers.
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 belongs 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.
82
QUESTIONNAIRE
BIBLIOGRAPHY
QUESTIONNAIRE
(The information furnished by the respondent is strictly for Academic purpose only)
83
Location:
Age:
Occupation:
Gender M/F:
Education;
Advertisement
Colleagues references
Friends/relatives references
Any other specify
Once in a week
Twice in a week
Once in every 15 days
Once in a month
Food items
Clothes
Electronics
Any other pl. Specify
c) Friends
d) Others
Q6) Which mall you like the most in the city
a)
b)
c)
d)
Big bazaar
Spencer
City central
Hyd central
Expensive
Competitive
Affordable
Reasonable
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?
85
a)
b)
c)
d)
Almost Always
Frequently
Sometimes
Never
Q16) Please give your valuable suggestions regarding Big Bazaar over all
functioning_________________________________________________
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
86
Elements
1. Location
2. Operating time
3. Parking facility
4. Cleanness of store
5. Spacious shop floor
6. Easy to locate product
7. Quality product
8. promotion offers
9. price fo the product
10.staff helpfulness
11.flexibility in payment
mode
12.return of value for
money
(
(
(
(
(
(
(
(
(
(
2
)
)
)
)
)
)
)
)
)
)
(
(
(
(
(
(
(
(
(
(
3
)
)
)
)
)
)
)
)
)
)
(
(
(
(
(
(
(
(
(
(
4
)
)
)
)
)
)
)
)
)
)
(
(
(
(
(
(
(
(
(
(
)
)
)
)
)
)
)
)
)
( )
( )
( )
( )
( )
( )
( )
( )
Thank you
BIBLIOGRAPHY
Text Books
Consumer Behavior:
Consumer Behavior:
David L. Loudon
Principles of Marketing:
Philip Kotler
Marketing Management:
Philip Kotler
87
Websites:
www.consumerbehavior.com
www.bigbazaar.com
www.panthalone.com
www.futuregroup.com
88