SYNOPSIS

RESEARCH PROJECT REPORT

ON

A Comapritive Study On Consumer Buying Behavior Towards Big Bazaar & Vishal Mega Mart Retail
Submitted to MAHAMAYA TECHNICAL UNIVERSITY, NOIDA For the Partial Fulfillment of the Requirement of the award of MBA

Submitted by NITIN PANDEY 2nd Year Student Roll no: 1003370026

Supervisor Miss. PRATIBHA VERMA Assistant Professor RKGIT (MBA Institute), Ghaziabad

RAJ KUMAR GOEL INSTITUTE OF TECHNOLOGY (MBA Institute), GHAZIABAD 2012

CONTENTS Topic

S.No.

Page No.

1 2 3 4 5

Introduction Objectives of the Research Scope of the Research Research Design Tools & Techniques of Data Analysis Bibliography

2 3 4 6 7 8 9

1. Introduction

Big Bazaar
Big Bazaar is a chain of hypermarket in India. Currently there are 210 stores across 80 cities and towns in India. Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections. Big Bazaar is part of Future Group, which also owns the Central Hypermarket, and is owned through a wholly owned subsidiary of Pantaloon Retail India Limited(BSE: 523574 523574), that is listed on Indian stock exchanges.

Vishal Mega Mart

Future is thinking beyond horizon & in order to keep its pace with the modern retail, Vishal R e t a i l L i m i t e d i s s p r e a d i n g i t s w i n g s . I n s t e a d o f r e s t i n g o n i t s l a u r e l s t h e G r o u p a r e b u s y identifying new avenues of growth by venturing in other formats like cash & carry, convenios as well as specialty stores and inspiring local retailers to grow along with the big names. The group has tied up with HPCL to open corner stores at their petrol pumps and in addition to the above Vishal has come up with an institute to train manpower for the service industry. As of December 1, 2010, it operates 172 retail stores, including two stores which are operated by their franchisees. These 172 stores are spread over about 24,00,000square feet and are located in24 states across India. In its efforts to strengthen thier supply chain, it has set up seven regional distributions centres and an apparel manufacturing plant.Today Vishal Retail Limited, Flagship Company of Vishal Group, engaged in Hyper Marketstores with an average area of 25,000 to 30,000 sq. ft.According to Mr. Ram Chandra Agarwal, CMD, Vishal Retail Limited, the group owes its originto a small 50 sq ft shop in Kolkata's Lal Bazaar that started selling readymade garments. In tunewith the pulse of the market, he envisioned a mega store that would sell garments at prices none other could match. . Organized retailing provides an ideal shopping experience through consumer preference analysis, excellent ambience and choice of merchandise. Changing lifestyles, strong income growth and favorable demographics are the drivers for the fast growth of this sector. Rising income level, education, acceptance of smart and credit cards and global exposure have an impact on the Indian consumers shopping habits. Impact of factors like availability of favourite brands, social status, buying behaviour during discounts, influence of family and friends over the store and brand choice, relationship between store and store brand, and consumer perception towards store and national brands while shopping from a store, have not yet been gauged much by marketers. Thus, this study is an endeavour to understand

and study consumer shopping behaviour towards organized retailer, so as to have a better insight of consumers buying behaviour.

2. Objectives of the Research

The objectives of the proposed study are the following:
1. To Study the consumer buying behavior towards daily needs multi-brand organized retail stores. 2. To identify the consumer decision parameters on multi brand organized retail stores.

3. To study the layout of multi-brand organized retail markets & their opportunity. 4. To find out the consumers perception about the assortments of products services available at
the traditional grocery stores in comparison to organized retail stores.

5. To study the factors of consumer buying behavior affects daily.

3. Hypotheses of the Study

H1: Customers satisfaction towards retail outlets significantly vary from one to the other.

H2: Impulsive buyers can be converted into compulsive buyers if the consumers are satisfied with the product and services offered by the stores.

H3: Impulsive buyers behaviour has negative impact on the retailers performances if consumers have experienced dissatisfaction with the product and services offered by the seller.

4. Review of Literature
Researchers have looked into the importance of customer satisfaction, (Kotler, 2000) defined satisfaction as persons feelings of pleasure or disappointment results from comparing a products perceived performance (or outcome) in relation to his or her expectations. The key of achieving organizational goals consists in determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors.

Muhammad Ali Tirmizi, Kashif-ul-Rehman, M.Iqbal saif (2009), in their study on An Empirical Study of Consumer Impulse Buying Behavior in Local Markets have clearly indicated that there exists a weak association between consumer lifestyle, fashion involvement and post decision stage of customer purchasing behaviour with the impulsive buying behaviour.

Johan Anselmsson (2006) on sources of customer satisfaction with shopping malls, a comparative

study of different customers segments, a study mainly focused on customer satisfaction and visit frequency at shopping malls among customer segments based on age and gender. It was found eight underlying factors are important to customer satisfaction. Those are selection, atmosphere, convenience, sales people, refreshments, location, and promotional activities and merchanding policy.

5. Research Design

It was important to collect detailed information on various aspects for effective analysis. Research design can be of three forms: Descriptive Research: It is conducted to ascertain certain magnitudes and to provide an accurate snapshot of some aspect of the market environment. For example: Determining the size of the market, market share, availability of distributors, sales analysis, studies of consumer attitude etc. Exploratory Research : This is used when one is seeking insight into the general nature of a problem, the possible decision alternatives, and relevant variables that need to be considered. Little prior knowledge is required. Research methods are highly flexible, unstructured and qualitative. For example:

What new product should be developed, what should be the positioning of our product, etc. Causal Research : Causal studies are designed to determine whether one or more variables cause or determine the value of other variables. It is an evidence of relationships of variables. For example: Whether decrease in price will lead to an increase in the sales of a product, or whether the presence of a sales person will help in increasing the sales in a retail outlet, etc. These three types can be viewed as cumulative. The research design adopted for project research is Causal Research. Once the researcher has decided the Research Design, the next job is of data collection. For data to be useful, our observation needs to be organized so that we can get some

5. Data Collection
Primary Data:
It is one, which is collected by the investigator himself for the purpose of specific inquiryor study. Such data is original in character and is generated by surveys conducted by individualsor research institutions.It can be obtained by:

Communication

Observation Questionnaire

Secondary Data:
When an investigator uses the data, which has already been collected by others such data iscalled secondary data. This data is primary for the agency that collects it and becomes secondarydata for someone else who uses this data for his own purpose.It can be obtained by: Companys web Journals Reports Newspapers Government Publications

Sampling Method
A convenient sampling method will be used to obtain the data from the customers who regularly visit Big Bazaar and Vishal Mega Mart.

Sample Size
A Sample of 125 respondents was chosen for data collection.

Sampling Area for Big Bazaar:

Big Bazaar :: Vaishali Sector 1 (Ghaziabad) Address : AEZ Carnival Country Mall, Plot No.W-1-W-2, Vaishali Sector 1 Pincode : 201012 State : Ghaziabad Phone : 0120 - 4535 600/99

Big Bazaar :: Indirapuram (Ghaziabad) Address : Aditya Mall, Plot no.3, Vaibhav Khand, Indirapuram Pincode : 201012 State : Ghaziabad Phone : 0120 - 4535 600/99

Big Bazaar :: Kaushambhi (Ghaziabad) Address : East Delhi Mall (EDM), Plot No 1, Kaushambhi (Anand Vihar) Pincode : 201010 State : Ghaziabad Phone : 0120 - 3018 660

Big Bazaar :: Chaudhary Mall(Ghaziabad) Address : Chaudhary Mall Plot No. 19 , G T Karnal Rd, Ghaziabad State : Ghaziabad Phone : +91-0120-4286080 Sampling Area for Vishal Mega Mart: VAISHALI (ANSAL PL) Vishal Mega Mart Ansal Plaza Mall Opp Dabur Chowk Vaishali,Ghaziabad (U.P) 9312678375 GHAZIABAD-1 (SC) 6/3, South Side G.T. Road, Ind. Area, Silvercity, Ghaziabad. (U.P) 9350828435 GHAZIABAD-4 (SN) Plot No-16, Sec-23, Sanjay Nagar, Ghaziabad-201002 9313812864 GHAZIABAD-5 Vishal Mega Mart Plot No 27, Sec-5, Rajender Nager Ghaziabad, U.P. 9310995738

6. TOOLS AND TECHNIQUES OF DATA ANALYSIS

A. MEASUREMENT OF SERVICE QUALITY Service quality remains at the forefront of both the marketing literature in general, and the services marketing literature in specific (Jensen and Markland, 1996). Researchers have been keen on accurately measuring service quality in order to better understand its essential antecedents , and consequences , and, ultimately, establish methods for improving quality to achieve competitive advantage, and build customer loyalty ( palmer and Cole, 1995 ; Zahoric and Rust , 1992). B. SCALING TECHNIQUE Most frequently used summated scales in the study of social attitudes follow the pattern devised by Likert. For this reason they are often referred to as Likert-type scales. In a Likert scales, the respondent is asked to

respond to each of the statements in terms of several degrees, usually five degrees 9 but a times 3,5,7 may also be used) of agreement or disagreement . For example when asked to express opinion weather one considers his job quite pleasant, the respondent may respond in any one of the following ways: (i) Strongly agree, (ii) agree, (iii) undecided, (iv) disagree, (v) strongly disagree.The Likert scaling technique, thus, assigns a scale value to each of the five response. The same thing is done in respect of each and every statement in the instrument. This way the instrument yields a total score for each respondent, which would then measure the respondents favourableness toward the given point of view.

C. Statistical Analysis a) Correlation Analysis Correlation analysis studies the join variation of two or more variables for determining the amount of correlation between two or more variables. Casual analysis is concerned with the study of how one or more variables affect changes in another variable. It is thus a study of functional relationships existing between two or more variables b) T- Test T-test is based on t-distribution and is considered an appropriate test for judging the significance of a sample mean or for judging the significance of difference between the means of two samples in case of small sample (s) when population variance is not known (in which case is use variance of the sample as an estimate of the population variance). c) Chi- Square test The Chi-square test is an important test amongst the several tests of significance developed by statistician. Chi-square, symbolically written as ) (pronounced as Ki-square), is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. As a nonparametric test, it can be used to determine if categorical data shows dependency or the two classifications are independent.

7. PLAN OF THE STUDY

Preface Acknowledgement Certificate Declaration

Chapter1: Introduction Chapter2: Statement of the problem and Research Methodology Chapter3: Objectives and Scope of the Study Chapter4: Service Marketing in India Chapter5: Critical Evaluation of Excellence of service marketing

Chapter6: Data Presentation & Analysis Chapter7: Findings & Suggestions Bibliography Appendices

6. BIBLIOGRAPHY
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2.

Emin Babakus, Carol C.Bienstock, Jomes R.Van Scotter (2004) Linking Perceived Quality and

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3.

Graeme D. Hutchson and Luiz Moutinho, (1998) Measuring Preferred Store Satisfaction

Using Customer Choice Criteria as A Mediating Factor. Journal of Marketing Management, Vol, 64, No. 2, p. 265-293. 4. 5. James J. Zboja, clay M.Voorhees (2006). The Impact of Brand Trust and Satisfaction on John Anselmsson, (2006) Sources of Customer Satisfaction with Shopping Mall. International 6. Kastoori Srinivas, Jyothi Jagtap (2007) Indian Retailing Perspectives: Its Growth, Challenges and Opportunities. The Indian Committee Association, Vol. 27, No. 29. 7. Kotler Phillip, (2000) Marketing Management. Millennium edition (10th edition) p. 10. 8. Lata Vijaybaskar (2010) Consumer Attitude towards Loyalty Programes and Short Term Price

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11. Retail-industry-itsgrowth-ch-http://business.mapsofinia.com.