A PROJECT REPORT
ON
CONSUMER BEHAVIOUR” TOWARDS BIG BAZAAR
AND OTHER RETAIL OUTLETS
Submitted By:
AGRIM MATHUR
Roll no: 2K22/UMBA/14
Under the Guidance of:
Assistant Professor - SHUBHAM SINGHANIA
USME(DTU)
In Partial Fulfillment of the Requirements for the Degree
of Master of Business Administration (MBA)
University School of Management and Entrepreneurship Delhi
Technological University Vivek Vihar Phase 2, Block E, Delhi110095
1
Certificate
This is to certify that the Project Report titled “CONSUMER
BEHAVIOUR” Towards BIG BAZAARAND OTHER DIFFERENT
BRANDis a bonafide work carried out by AGRIM MATHUR of MBA
2022-24 and submitted to Shubham Singhania, Delhi Technological
University, in partial fulfillment of the requirement for the award of the
Degree of Masters of Business Administration.
Signature of Guide
Signature of Head (USME)
Place:
Seal of the Head
2
DECLARATION
I Agrim Mathur, student of MBA 2022-24 of Delhi Technological University,
declare that Research Project on “CONSUMER BEHAVIOUR” Towards
BIG BAZAAR AND OTHER DIFFERENT BRAND” submitted in
fulfilment of Degree of Masters of Business Administration is the original work
conducted by me.
The information and data given in the report is authentic to the best of my
knowledge.
This Report is not being submitted to any other University for award of any
other Degree, Diploma and Fellowship.
Date:
Signature:
3
ACKNOWLEDGEMENT
I would like to express my profound gratitude and indebtedness to those who have assisted
me towards the successful execution and completion of my project report. The project
wouldn‘t have seen the light of the day without the help and guidance of many people. I take
an opportunity to convey my deepest gratitude to all those individuals.
I feel highly obliged and indebted to my guide Shubham Singhania for not only providing
all the moral and organizational support but also for inspiring encouragement during the
course of this work. Without whose help it wouldn‘t have been possible for me to accomplish
this task on time.
I owe my special regard to my mentor Shubham Singhania to help me out in giving the
relative information and guidance throughout. I would like to thank (USME), for giving the
opportunity to put to practice, the theoretical knowledge that has been imparted through the
program.
I would like to thank my parents and friends who have been with me and offered emotional
strength and moral support.
Sincerely,
AGRIM
MATHUR
4
EXECUTIVE SUMMARY
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 my area. Research was carried out for nearby customers who
were main targets for this study. Customers were asked about their perception
towards Big Bazaar
5
TABLE OF CONTENTS
TITLES
CERTIFICATE
PAGE
NO.
2
DECLARATION
3
ACKNOWLEDGEMENT
4
EXECUTIVE SUMMARY
5
1. INTRODUCTION
7
2. LITERATURE REVIEW
12
3. OBJECTIVE OF STUDY
21
4. METHODOLOGY
23
4.1 DATA SOURCES
24
4.2 VARIABLES
24
4.3 TECHNIQUE USED FOR MULTIPLE REGRESSION
25
5. DATA ANALYSIS AND INTERPRETATION
27
6. CONCLUSION
41
7 LIMITATION
43
8. REFERENCES & BIBLIOGRAPHY
45
8.1 REFERENCES
45
8.2 BIBLIOGRAPHY
46
6
Chapter -1
INTRODUCTION
7
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 evergrowing corporate world, marketing is being regarded as a crucial element for the
success of an Enterprise. The marketing discipline is undergoing fresh re appraisal
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.
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”.
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.
8
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
DETAILED MODEL OF
FACTORS INFLUENCING CONSUMER BEHAVIOR
Cultural
Factors
Culture
Social
Factors
Reference
groups
Sub
Culture
Family
Social Class
Roles &
Status
Personal
Factors
Age and Life
Cycle
Occupation
Economic
Circumstances
Lifestyle
Personality
and Self
Concept
Psychological
Factors
Motivation
Perception
Learning
Beliefs and
Attitudes
9
Buyers
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.
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 persons 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 ass “the process by which an individual selects,
organizes, intercepts, information, inputs to create a meaningful picture of the
world
10
CHAPTER – 2
LITARATURE REVIEW
11
LITARATURE Review/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 self 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 buyoften, 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
12
are eager to have there 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 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,
13
Packaging, point-of sale displays.
Public sources: news papers, radio, television, consumer organizations,
special 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 fourth 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:
Whether to buy?
Which product to buy?
Which brand to buy?
Where to buy it? And
BUYER BEHAVIOUR – CULTURAL FACTORS
14
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. Subcultures 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:
15
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
Culture
Reference
Age and life
cycle stage
Motivation
groups
Sub culture
Family
Social culture
Roles and
status
Psychologic
al
Occupation
Perception
Learning
Economic
situation
16
Beliefs and
attitudes
Buyers
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 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.
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
17
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
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 lift-cycle goes.
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
18
A need that is sufficiently pressing to direct the person to seek satisfaction
of the need.
Perception
The process 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.
19
CHAPTER -3
OBJECTIVE OF STUDY
20
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 a advertising sources which are influencing customer
purchasing behavior at Big Bazaar.
21
CHAPTER -4
RESEARCH METHODOLOGY
22
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. Shlesinger and M. Stephenson in the Encyclopedia of
social sciences define research as “the manipulation of things, concepts or
23
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.
Exploratory Research,
2.
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:
24
Meaning: 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 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.
25
3)
Sample size:
By using convenient sampling technique 30 respondents are selected
for the purpose of the study.
4)
Research approach: The survey method was adopted for collected the
primary data. Survey research is systematic gathering of data from
respondent through questionnaire.
26
CHAPTER -5
DATA ANALYSIS
AND INTERPRETATION
27
CONSUMER BEHAVIOR QUESTIONAIRE
Q1. How do you come to know about Big Bazaar?
Promotion
No. of Customers
Percentage (%)
Advertisement
80
80
Colleagues references
12
12
Friends/Relatives references 4
4
Any other specify
4
4
Total
100
100
4% 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?
28
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
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
43%
30%
No. of respondents
15%
Once in a
week
Twice in a
week
12%
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.
CHI – SQUARE TEST: 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.
29
Ha = There is relation between no. of visits and goods bought in Big Bazaar.
Calculation of χ2 has been presented in the table.
Food
clothes Electronics furniture others
items
Once in week
10
7
2
5
6
30
Twice in week
5
18
7
12
1
43
Once in 15 days
8
1
3
1
2
15
Once in 30 days
2
6
2
0
1
12
25
33
14
18
10
100
X = (f-f1)f1 = 24.9456
2
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.
Q3. What is the main purpose of Purchase?x
Particulars
No. of respondents
Percentage (%)
Personal usage/consumption 71
71
To Gift
19
19
Any other pl. Specify
10
10
30
Total
100
100
No. of respondents
100%
71%
19%
10%
0%
No. of respondents
INTERPRETATION: From the above table we can conclude that the major
numbers of respondent’s 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
No. of respondents
Percentage
Food items
25
25
Clothes
33
33
Electronics
14
14
Furniture
18
18
Any other pl. Specify
10
10
Total
100
100
31
No. of respondents
35%
30%
25%
20%
33%
15%
No. of respondents
25%
10%
14%
18%
10%
5%
0%
Food items
Clothes
Electronecs Furniture
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
No. of respondents
Percentage (%)
Family members
28
28
Spouse
13
13
Friends
55
55
Others
4
4
Total
100
100
32
No. of Customers
4%
28%
Family members
Spouse
55%
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.
CHI – SQUARE TEST:
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.
33
Calculation of χ2 has been presented in the table.
Food
clothes Electronics furniture others
items
Family mbrs
12
10
3
2
1
28
Spouse
2
3
4
2
2
13
Friends
11
20
5
13
6
55
Others
0
0
2
1
1
04
25
33
14
18
10
100
X = (f-f1)f1 = 20.4779
2
The degree of freedom for the given problem is
(r-1)(s-1) = 12
Therefore the probability ‘P’ value is 0.20 that is around 50% of probability
correct to the hypothesis. Therefore 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
No. of respondents
Percentage (%)
Big bazaar
72
72
Spencer
15
15
City central
12
12
Hyd central
1
1
Total
100
100
34
No. of respondents
1%
12%
Big Bazaar
15%
Spencer
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.
Q7. What is the reason behind purchasing in Big Bazaar?
Particulars
No. of Respondents
Percentage (%)
Goo satisfaction over products
10
10
Reasonable prices
78
78
More offers
12
12
Any others
0
0
Total
100
100
35
No. of respondents
80%
60%
40%
20%
0%
78%
10%
12%
0
No. of respondents
No. of respondents
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.
Q8. How do you rate the pricing of products at Big Bazaar?
Particulars
No. of Respondents
Percentage (%)
Expensive
09
09
Competitive
21
21
Affordable
36
36
Reasonable
34
34
Total
100
100
36
No. of respondents
9%
21%
Expensive
Competitive
36%
Affordable
Reasonable
1.2
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.
CHI – SQUARE TEST:
The above analysis is also analyzed 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.
37
Ha = There is relation between prices of the products in Big Bazaar and goods
bought in Big Bazaar.
Calculation of χ2 has been presented in the table.
Food
clothes Electronics furniture others
items
Expensive
3
4
1
0
1
09
Competitive
7
5
2
4
3
21
Offerdable
9
13
3
7
4
36
Reasonable
6
11
8
7
2
34
25
33
14
18
10
100
X = (f-f1)f1 = 8.7773
2
The degree of freedom for the given problem is
(r-1)(s-1) = 12
Therefore the probability ‘P’ value is 0.87 that is around 50% of probability
correct to the hypothesis. Therefore, it is said that there is no dependency between
prices of products and goods bought in Big Bazaar.
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
16
21
36
27
100
38
Percentage
16
21
36
27
100
No. of respondents
40%
36%
35%
30%
27%
25%
21%
20%
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.
CHI – SQUARE TEST:
The above analysis is also analyzed 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.
39
Ha = There is relation between preference to shop and goods bought in Big
Bazaar.
Calculation of χ2 has been presented in the table.
Food
clothes Electronics furniture others
items
Stock available
6
4
1
2
3
30
Convenience
4
9
5
3
0
43
Offer&discounts 10
13
6
2
5
15
Variety prdts
5
7
2
11
2
12
25
33
14
18
10
100
X = (f-f1)f1 = 21.7921
2
The degree of freedom for the given problem is
(r-1)(s-1) = 12
Therefore the probability ‘P’ value is 0.21 that is around 50% of probability
correct to the hypothesis. Therefore it is said that there is no dependency between
preference to shop and the goods bought in Big Bazaar.
40
CHAPTER -6
CONCLUTION
41
From the responses of 30 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.
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CHAPTER -7
LIMITATION
43
LIMITATIONS
Besides following scientific methodologies, the study has come across some
limitations. These
are:
1. The sample size is small as compared to the population, so it may not be the
true
representative.
2. Due to limited time countrywide survey was not possible. Hence only
Jalandhar city has been
taken for the study.
3. Some people were reluctant to fill the questionnaire. They were not willing to
disclose their
investment plans.
4. The possibility of respondents being biased cannot be ruled out.
44
CHAPTER -8
➢
BIBLIOGRAPHY
➢
References
45
BIBLIOGRAPHY
Text Books
Consumer Behavior:
Albert J. Dells Bittas
Consumer Behavior:
David L. Loudon
Principles of Marketing:
Philip Kotler
Marketing Management:
Philip Kotler
46
References:
www.consumerbehavior.com
www.bigbazaar.com
www.panthalone.com
www.futuregroup.com
47
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:
Location:
Age:
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
48
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
City central
Hyd central
Q7) What is the reason behind purchasing in Big Bazaar?
a)
b)
c)
d)
Good satisfaction over products
Reasonable prices
More offers
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
49