SSRN Id3479070 PDF

A Study on Consumer Behaviour Towards Big Bazaar, Chennai, Dr.V.
Antony Joe Raja, Journal

A STUDY ON CONSUMER BEHAVIOUR TOWARDS
Impact Factor (2015): 7.9270 Calculated by GISI (www.jifactor.com)
BIG BAZAAR, CHENNAI
*Dr.V.Antony Joe Raja
Volume 6, Issue 7, July (2015), pp. 01-09

Article ID: 10120150607001
International Journal of Management (IJM) IJM
IAEME: http://www.iaeme.com/IJM.asp
ISSN 0976-6502 (Print)
ISSN 0976-6510 (Online)
©IAEME
*HOD, Department of Management, Sri Muthukumaran Institute of Technology,

Near Mangadu, Kunrathur Rd, Chikkarayapuram, Chennai, Tamil Nadu 600069
ABSTRACT
Consumer behaviour helps to identify the behaviour of the consumer upon that product and
also for the market. The main objective of the study is to find the overall consumer behaviour. Data
from the customers visiting big bazaar were collected as population study. The primary data was
obtained through questionnaire and secondary data from the company records and through internet.
The purpose of the survey process is to analyze the consumer behaviour of big bazaar. In order to
achieve a competitive position in the market. The research work will propose a true idea that
identifies key factors which are of great importance to customers. From the analysis it was found that
the big bazaar satisfying consumer needs and wants.
Keywords: Consumer, Consumer Behaviour, Importance to Customer.
1. INTRODUCTION
In the words of Philip Kotler, a leading Marketing Guru; “The term consumer behaviour is
defined as the behaviour that consumer display in searching for, purchasing using, evaluating and
disposing of products and services that they expect will satisfy their needs”.
Consumer behaviour is the study of when, why, how, and where people do or do not buy
products, It blends elements from psychology, sociology, social anthropology and economics. It
attempts to understand the buyer decision making process, both individually and in groups. It studies
characteristics of individual consumers such as demographics and behavioral variables in an attempt
to understand people's wants. It also tries to assess influences on the consumer from groups such as
family, friends, reference groups, and society in general.
2. REVIEW OF LITERATURE
The researcher made an attempt to collect information from the prior researches and relevant
studies conducted in the area of life insurance and consumer behaviour so that the important
www.iaeme.com/ijm.asp 1 editor@iaeme.com
Electronic copy available at: https://ssrn.com/abstract=3479070

A Study on Consumer Behaviour Towards Big Bazaar, Chennai, Dr.V.Antony Joe Raja, Journal
variables for the study could be identified and analyzed. The review of literature has been presented
in a summarised and precise manner.
Osbourne, Magz. , Retail shopper behaviour - Retailers adapt to local ways of buying. ISSN: 2218-
3280, Source: Campaign Asia-Pacific. Nov2010, p24-1NULL. 1p.
The article presents suggestions on how retailers entering in India and China can compete
with established brands by developing an understanding of vastly different consumer behavior.
Tesco Corp. has discovered that Asia's shoppers present a unique set of buying behaviors that
challenge their traditional in-store plans. A study reveals that 74 percent of supermarket customers in
emerging markets look for advice or demos as compared to 34 percent in developed regions.
Joung, Hyun-Mee. Materialism and clothing post-purchase behaviors Journal
of Consumer Marketing. 2013, Vol. 30 Issue 6, p530-537. 8p. DOI: 10.1108/JCM-08-2013-
0666.issn: 0736-3761
Purpose – The purpose of this paper is to investigate materialistic consumers'
apparel purchase, compulsive buying, environmental attitudes, and post purchase behaviors
regarding hoarding, disposing, and participation in recycling. Design/methodology/approach –
Clothing is used to express the self. Materialistic consumers tend to be young and highly involved
with clothing, and purchase compulsively and more than needed. They are more interested in
getting possessions than disposing of them. This study was designed to uncover
materialistic consumers' post-purchase behaviors. A survey questionnaire was developed and a
total of 333 college students completed it in a classroom setting. Findings – Results of a k-mean
cluster analysis suggested two groups (materialistic consumers and non-materialistic consumers).
Findings of independent t-tests indicated that materialistic consumers had significantly higher scores
for apparel purchase, compulsive buying, value-oriented hoarding, and disposing, but lower scores
for environmental attitudes than did non-materialistic consumers. No difference was found in
participation in recycling between the two groups. Research limitations/implications – This study
suggests that marketing media should address benefits and ways to recycle and
educate consumers in sustainable consumption behaviors. Originality/value – Due to the nature of
fashion, clothing is easily adopted and quickly becomes obsolete. Consumers easily dispose of
clothing, which contributes to the increasing volume of textile waste. Although consumers are
encouraged to participate in recycling to protect the environment, little research has focused on
clothing post-purchase behaviors. Materialistic consumers' post-purchase behaviors regarding
apparel hoarding, disposing, and participation in recycling is a new research area.
Sangvikar, B. V.; Katole, Hemant J. A study of consumer purchase behavior in organized
retail outlets Journal of Business & Retail Management Research. Oct2012, Vol. 7 Issue 1, p39-47.
In this research paper researchers basically focused on behaviour of consumer mainly on
purchasing pattern in various store formats and store preference on the basis of product availability,
spending pattern, consumers preferred store, sales man services, and store layout. Researchers
observed that the customers prefer retail outlets because of price discount, followed by variety of
products in the store and convenience to the customer.. Researchers have also observed that
departmental stores are most popular amongst consumers. Customers purchase behavior varies
with price and availability of products and customers spending pattern shrinks due to poor quality of
products.
Shen, Bin; Wang, Yulan; Lo, Chris K.Y.; Shum, Momoko. The impact of ethical fashion
on consumer purchase behavior. Journal of Fashion Marketing & Management. 2012, Vol. 16
Issue 2, p234-245. 12p. DOI: 10.1108/13612021211222842.
Purpose – The purpose of this paper is to examine the relationship between ethical fashion
and consumer purchase behavior (their willingness to pay a premium for ethical fashion), with the
focus on consumers' concerns and beliefs about, and knowledge of, ethical fashion.
Design/methodology/approach – A self-completion questionnaire was administered to 109

respondents. Factor analysis and other statistical analyses were applied to test hypotheses. Findings –
The findings suggest that consumer beliefs about ethical fashion, which are based on their
perceptions of a company in terms of its reputation in the fashion industry, influence their support for
what they perceive as socially and environmentally responsible businesses. Research
limitations/implications – The sample size, which is relatively small, is a limitation for this research.
The data were collected in Hong Kong, limiting findings to that geographic region. Practical
implications – An important implication is that consumer education is essential to mitigate the
prevailing throwaway culture and raise consumer awareness of ethical issues facing the fashion
industry. Thus, retailers should take initiatives to educate consumers so as to ensure the success of
their newly-launched ethical fashion products. Originality/value – The paper proposes an approach to
clearly understand the impacts of ethical fashion on consumer purchase behavior
3. CONCEPTUAL FRAMEWORK OF THE STUDY
Customer behaviour study is based on consumer buying behaviour, with the customer playing
the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for
customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be categorized into
social choice and welfare functions.
Problem recognition
Problem recognition results when a consumer recognizes a difference of sufficient magnitude
between what is perceived as the desired state of affairs and what is the actual state of affairs, enough
to arouse and activate the decision process.
Type of problem recognition:
• Routine problem
• Emergency problem
• Planning problem
Information search
Once the consumer has recognized a problem, they search for information on products and
services that can solve that problem.
Sources of information include:
• Personal sources
• Commercial sources
• Public sources
• Personal experience
The relevant internal psychological process that is associated with information search is
perception. Perception is defined as 'the process by which an individual receives, selects, organizes,
and interprets information to create a meaningful picture of the world'
Information evaluation
At this time the consumer compares the brands and products that are in their evoked set. How
can the marketing organization increase the likelihood that their brand is part of the consumer's
evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and
psychological benefits that they offer. The marketing organization needs to understand what benefits

consumers are seeking and therefore which attributes are most important in terms of making a
decision.
Purchase decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase
decision. Sometimes purchase intention does not result in an actual purchase. The marketing
organization must facilitate the consumer to act on their purchase intention. The organization can use
variety of techniques to achieve this. The provision of credit or payment terms may encourage
purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition
may provide an incentive to buy now. The relevant internal psychological process that is associated
with purchase decision is integration. Once the integration is achieved, the organization can
influence the purchase decisions much more easily.
Post purchase evaluation

It is common for customers to experience concerns after making a purchase decision. This
arises from a concept that is known as “cognitive dissonance”. The customer, having bought a
product, may feel that an alternative would have been preferable. In these circumstances that
customer will not repurchase immediately, but is likely to switch brands next time.
To manage the post-purchase stage, it is the job of the marketing team to persuade the
potential customer that the product will satisfy his or her needs. Then after having made a purchase,
the customer should be encouraged that he or she has made the right decision.it is not effected by
advertisement.
Internal influences
Consumer behaviour is influenced by: demographics, psychographics (lifestyle), personality,
motivation, knowledge, attitudes, beliefs, and feelings. Consumer behaviour concern with consumer
need consumer actions in the direction of satisfying needs leads to his behaviour of every individual
depend on thinking process
External influences
Consumer behaviour is influenced by: culture, sub-culture, locality, royalty, ethnicity, family,
social class, reference groups, lifestyle, and market mix factors. Consumer behaviour theory prior to
the Second World War was based on accepted economic theory of the "rational man" model of
decision making. The central idea of economics is that people make decisions by weighing costs and
benefits in a rational manner. The consumer's objective is therefore to select a set of product
quantities that maximize satisfaction (or utility), subject to available income. Utility in this context
means the ability of a product to meet functional needs. The consumer then expends their income
(budget) and selects specific amounts of the two products. Product prices and income are
predetermined and, consequently only the quantities of the two products purchased are varied to
maximize utility. Rational therefore means the "explainable" processes of consumer behaviour.
Current approaches suggest that behavioral underpinnings in consumer decision processes are
beyond pure rational dimensions and stem from both innate and acquired needs that involve a
complex combination of conscious and unconscious processes as well as rational and emotional
factors.

4. METHODOLOGY
The research was based on a study of a sample, sized 110, using simple random sample
selected from the existing database of retail industry. The research included collection of data from
the primary sources using the research tool (questionnaire). Final stage was to analyze, interpret and
draw conclusions from the data collected
5. RESULTS AND DISCUSSION
The data collected from the consumer of big bazaar was analyzed using statistical package
software SPSS. The result are present in detail.
5.1 Demographic Details of The Customers
Table no: 1 Age of respondent

S.NO AGE OF RESPONDENT NO OF RESPONDENTS PERCENTAGE
1 Below 20 13 12
2 20-30 37 33
3 30-40 25 23
4 Above 40 35 32
Total 110 100
From the above table that is inferred that 33% of the respondents are from the age group of
20-30, 32% are above 40, 23% from 30-40 and the rest of the 12% from below 20.
Table no: 2 Gender of the respondent

S.NO Gender No of respondents Percentage
1 Male 66 60
2 Female 44 40
110 100
From the above table that is inferred that 60% of the respondents are male, the rest of the
40% are female.
Table no: 3 marital status

S.no Marital status No of respondents Percentage
1 Married 71 65
2 Single 39 35
110 100
From the above table that is inferred that 71% of the respondents are married, the rest of the
39% are single.
Table no: 4 Income status

S.NO Income No of respondent Percentage
1 Below 10000 15 14
2 10001-20000 32 29
3 20001-30000 25 23
4 Above 30000 38 34
Total 110 100

From the above table that is inferred that 34% of the respondents are earning above 30000,
29% are earning 10001-20000, 23% of the respondents are earning 20001-30000 and rest of the 14%
of the respondents are earning below 10000.
Table no: 5 Occupations

S.NO Occupation No of respondent Percentage
1 House wife 18 16
2 Private 32 29
3 Government 17 16
4 Business 30 27
5 Student 13 12
Total 110 100
From the above table that is inferred that 29% of the respondents are private employees, 27%
are doing business, and 16% of the respondents are government employees and house wife, and rest
of the 12% of the respondents are students.
5.2 Reliability of Measurements

The reliability of the survey instrument was measured using reliability coefficient Cronbach
alpha. The Cronbach alpha value of the proposed scale were found to comfortably well above the
prescribed limit of the alpha score value of 0.6.
Table no: 6 reliability and validity

s.no Questionnaire No. of items No. of cases Cronbach’s alpha score
1 Consumer behaviour 45 10 0.710
5.3 Chi-Square Test

Chi square test is a useful measure of comparing experimentally obtained result with those
expected theatrically and based on the hypothesis.
Table no: 8 chi-square test Chi-Square Tests

Asymp. Sig. (2-
Value Df sided)
Pearson Chi-Square 5.329a 9 .805
Likelihood Ratio 6.314 9 .708
Linear-by-Linear Association 1.104 1 .293
N of Valid Cases 110

a. 7 cells (43.8%) have expected count less than 5. The minimum expected count
is .95.
Since the significant value is 0.805 which is greater than the level of significance 0.05 the
null hypothesis is accepted.
Thus there is no relationship between the family income earning by the customer and mode
of payment.

5.4 Rank correlation

The Spearman rank-order correlation coefficient (Spearman’s correlation, for short), is a non-
parametric measure of the strength and direction of association that exists between two variables
measured on at least an ordinal scale.
Table no:8 Correlation

branded exchange staff employee
price Quality variety products facility knowledge behaviour
Spearman's Price Correlation 1.000 .669** .690** .389** .549** .248** .255**
rho Coefficient
Sig. (2-tailed) . .000 .000 .000 .000 .009 .007
N 110 110 110 110 110 110 110
** ** ** ** **
Quality Correlation .669 1.000 .611 .682 .449 .583 .495**
Coefficient
Sig. (2-tailed) .000 . .000 .000 .000 .000 .000
N 110 110 110 110 110 110 110
** ** ** ** *
Variety Correlation .690 .611 1.000 .474 .529 .231 .268**
Coefficient
Sig. (2-tailed) .000 .000 . .000 .000 .015 .005
N 110 110 110 110 110 110 110
** ** ** ** **
branded Correlation .389 .682 .474 1.000 .484 .541 .479**
products Coefficient
Sig. (2-tailed) .000 .000 .000 . .000 .000 .000
N 110 110 110 110 110 110 110
** ** ** ** **
exchange Correlation .549 .449 .529 .484 1.000 .336 .273**
facility Coefficient
Sig. (2-tailed) .000 .000 .000 .000 . .000 .004
N 110 110 110 110 110 110 110
** ** * ** **
staff Correlation .248 .583 .231 .541 .336 1.000 .776**
knowledge Coefficient
Sig. (2-tailed) .009 .000 .015 .000 .000 . .000
N 110 110 110 110 110 110 110
** ** ** ** ** **
employee Correlation .255 .495 .268 .479 .273 .776 1.000
behaviour Coefficient
Sig. (2-tailed) .007 .000 .005 .000 .004 .000 .
N 110 110 110 110 110 110 110
**. Correlation is significant at the 0.01 level (2-tailed).
To measure the relationship among price, quality, variety, branded products, exchange
facility, staff knowledge and employee behaviour.
From the table 8, we infer that there is a high positive correlation between the positions
obtained by the satisfaction level on price and quality. It is statistically significant at 0.01 levels.
There is no negative correlation.
5.5 Weighted Average

If all the weights are equal, then the weighted mean is the same as the arithmetic mean while
weighted means generally behave in a similar fashion to arithmetic means, they do have a few
counterintuitive properties, as captured for instance in Simpson’s paradox.

Table no: 9 other stores comparison to big bazaar

Strongly Strongly Total Weighted
RATINGS agreed neutral disagreed Rank
agreed disagreed score average
Price 32 59 14 3 2 446 89.2 I
Variety 26 59 20 3 2 434 86.8 II
Quality 25 48 29 5 3 417 83.4 IV
Convenience 21 55 26 5 3 416 83.4 IV
Shopping 24 51 29 5 1 422 84.4 III
experience
Service 19 41 29 15 6 382 76.4 VI
From the above table that is inferred that price less when compare to other store so it will be
in rank I and service is not good when compare to other store so it comes in the last rank.
6. CONCLUSION
The purchasing power of the consumer has also increased; giving rise to his wants and needs.
It is over here that big retail chains such as Big Bazaar come into picture satisfying various consumer
needs under one roof.
The customers are highly satisfied with the variety of products, but at the same time they are
not very happy with the quality and availability of branded products.
Big Bazaar has definitely succeeded in keeping up its image of a value for money store, as its price
has been rated positively. The promotions are not hitting the target. Although Big Bazaar has been
promoting their offers, most of the customers are introduced to these only at the store.
Customers are delighted with the location of Big Bazaar as it is located in the most intensely
populated area of Chennai.
Big Bazaar has been successful in keeping up its promise of providing value for money
goods, but today customers look beyond price, such as quality, employee behaviour, store
atmosphere etc. Big Bazaar has scope for improvement in these yields.
7. REFERENCE
1. Robert J. Donovan, john R. Rossiter, Gilian marcoolyn, Andrew nesdale, journal of retailing,
store atmosphere and purchasing behaviour volume 70, issue 3, 1994, Pages 283–294.
2. Peter H. Bloch, journal of retailing, the shopping mall as consumer habit, volume 70, issue 1,
1994, Pages 23–42.
3. Phillip Nelson, Journal of Political Economy, information and consumer behaviour, Vol. 78,
No. 2 (Mar. - Apr., 1970), pp. 311-329.
4. Kotler Philip, marketing management, (Pearson education, 12th edition)
5. Osbourne, Magz. , Retail shopper behaviour - Retailers adapt to local ways of buying. ISSN:
2218-3280, Source: Campaign Asia-Pacific. Nov2010, p24-1NULL. 1p.
6. Yavas, Ugur; Riecken, Glen. Heavy, Medium, Light Shoppers and Non-shoppers of a Used
Merchandise Outlet Journal of Business Research. Sep1981, Vol. 9 Issue 3, p243-253.
11p.ISSN: 0148-2963
7. Joung, Hyun-Mee. Materialism and clothing post-purchase behaviors Journal of Consumer
Marketing. 2013, Vol. 30 Issue 6, p530-537. 8p. DOI: 10.1108/JCM-08-2013-0666.issn:
0736-3761
8. Sangvikar, B. V.; Katole, Hemant J. A study of consumer purchase behavior in organized
retail outlets Journal of Business & Retail Management Research. Oct2012, Vol. 7 Issue 1,
p39-47. 9p.

9. Anilkumar, N.; Joseph, Jelsy. Consumer Behaviour: Kitchen Durables Journal of Indian
Management. Oct-Dec2013, Vol. 10 Issue 4, p24-38. 15p.
10. Somervuori, Outi; Ravaja, Niklas. Psychology & Marketing. Purchase Behavior and
Psychophysiological Responses to Different Price Levels.Jun2013, Vol. 30 Issue 6, p479-
489.
11. Shen, Bin; Wang, Yulan; Lo, Chris K.Y.; Shum, Momoko. The impact of ethical fashion on
consumer purchase behavior. Journal of Fashion Marketing & Management. 2012, Vol. 16
Issue 2, p234-245.
12. Peter Nuttall and Simon Pervan, The journal of consumer behaviour, Vol 13 (6 Issues in
2014)
13. Dr.V.Antony Joe Raja, “Emerging Trends in Human Resource Management with Special
Focus on Outsourcing in Various Sectors”, International Journal of Management (IJM),
Volume 3, Issue 1, 2012, pp. 197 - 204, ISSN Print: 0976-6502, ISSN Online: 0976-6510.
14. Dr.V.Antony Joe Raja, “World Market Statistical Survey in Stakeholders: International Level
Enhancing Business Efficiency Through Company Ethical Behavior”, International Journal
of Advanced Research in Management (IJARM), Volume 5, Issue 1, 2014, pp. 23 - 30. ISSN
Print: 0976 – 6324, ISSN Online: 0976 – 6332.
15. Dr.V. Antony Joe Raja, “Assessment of CMM and its Impact on Software Quality”,
International Journal of Management (IJM), Volume 1, Issue 1, 2010, pp. 145 - 155, ISSN
Print: 0976-6502, ISSN Online: 0976-6510.
16. Dr. R.Dhivya, “Consumer Behaviour - A Key Influencer of Rural Market Potential”,
International Journal of Management (IJM), Volume 4, Issue 5, 2013, pp. 33 - 41, ISSN Print:
0976-6502, ISSN Online: 0976-6510.
17. S. Kamalakannan and Dr.R.S.Mani, “A Study on Ethics of Consumerism In India”,
International Journal of Management (IJM), Volume 3, Issue 3, 2012, pp. 169 - 174, ISSN
Print: 0976-6502, ISSN Online: 0976-6510.

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A Study on Consumer Behaviour Towards Big Bazaar, Chennai, Dr.V.

Antony Joe Raja, Journal

Volume 6, Issue 7, July (2015), pp. 01-09

*HOD, Department of Management, Sri Muthukumaran Institute of Technology,

Keywords: Consumer, Consumer Behaviour, Importance to Customer.

Electronic copy available at: https://ssrn.com/abstract=3479070

Electronic copy available at: https://ssrn.com/abstract=3479070

3. CONCEPTUAL FRAMEWORK OF THE STUDY

Electronic copy available at: https://ssrn.com/abstract=3479070

Post purchase evaluation

Electronic copy available at: https://ssrn.com/abstract=3479070

5. RESULTS AND DISCUSSION

5.1 Demographic Details of The Customers

Table no: 1 Age of respondent

Table no: 2 Gender of the respondent

Table no: 3 marital status

Table no: 4 Income status

Electronic copy available at: https://ssrn.com/abstract=3479070

Table no: 5 Occupations

5.2 Reliability of Measurements

Table no: 6 reliability and validity

5.3 Chi-Square Test

Table no: 8 chi-square test Chi-Square Tests

N of Valid Cases 110

Electronic copy available at: https://ssrn.com/abstract=3479070

5.4 Rank correlation

Table no:8 Correlation

5.5 Weighted Average

Electronic copy available at: https://ssrn.com/abstract=3479070

Table no: 9 other stores comparison to big bazaar

Electronic copy available at: https://ssrn.com/abstract=3479070

Electronic copy available at: https://ssrn.com/abstract=3479070

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