Sie sind auf Seite 1von 56

RESEARCH PROJECT REPORT

ON

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

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

Submitted by NITIN PANDEY 2nd Year Student Roll no: 103370026

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

CONTENTS

Preface Acknowledgement Certificate Declaration Chapter1: Introduction Chapter2: Statement of the problem and Research Methodology Chapter3: Objectives and Scope of the Study Chapter4: Consumer Buying Behavior in Organized Retail. Chapter5: Consumer Perception in Organized Retail. Chapter6: Data Presentation & Analysis Chapter7: Findings & Suggestions Conclusion

Bibliography Appendices

Executive Summary

Over the last few years, retail has become one of the fastest growing sectors in the Indian economy. Organized retail is expected to grow to 10-11% of the Indian retail industry in the next 5 years and FDI in retail is one of the most talked about topics now. There is hectic activity in the sector in terms of expansion, entry of international brands and retailers as well as focus on technology, operations and processes. All these present a tremendous opportunity in this new high growth industry. While the opportunities in Indian retail are immense, all players must be aware that the consumer culture, business practices and industry dynamics in India. India can be differ substantially from what they are accustomed to at home, often leading to pitfalls for the unprepared.

Ambrish Rai Roll No. 1063970009

1. INTRODUCTION

Big Bazaar
Big Bazaar is the pioneer and undisputed leader in the Indian Retail scenario with a share of 54% in the organized retail sector. Thus, a study of customer behavior in reference to Big Bazaar is very important as Big Bazaar holds the true Indian value system in its business strategies and functioning so as to get more connected to Indian consumers and to maintain a happy relationship with them.

The main trends, challenges and outlook for the retail industry are:

Consumer behavior and the changing face of Indian consumerism New formats and strategic issues such as supply chain, people and security

Key success factors for entering and setting up a profitable retail business in India

Infrastructure in terms of quality and availability of real estate and mall space and logistics The business case for India and some of the key challenges the industry is likely to face.

Most organized retailing and retail property activity is still overwhelmingly concentrated in Indias two largest metros Delhi/NCR (National Capital Region) and Mumbai. Whilst the report concludes that there are considerable property opportunities in these two vast cities, increasing competition combined with the growing opportunities in Indias regional markets is encouraging both retailers and property developers to move into new and potentially more rewarding markets further a field. Organized retailing in Indias other main cities, such as Bangalore, Kolkata, Hyderabad, Pune and Chennai is growing rapidly, but such is the pace of change, that many smaller third tier cities are now firmly on the radar screen of the retail sector and mall developers. With around 50 cities of over one million populations, many of which are still largely untapped, there are clearly substantial opportunities for the retail property sector. Domestic retailers and shopping mall developers are moving aggressively into Indias smaller cities in order to gain first mover advantage, to capture growing consumer markets and to respond to the strong demand for branded goods. There is clearly a significant requirement from both the retail sector and the property industry to know where Indias next growth opportunities are likely to be concentrated.

Big Bazaar:

In 2006-2007, more Indians discovered the value of shopping in Big Bazaar. And with the launch of each store, we discovered more value in terms of operational efficiency. Big Bazaar launched 27 new stores in 22 cities, covering over 1.40 million square feet. As of June 2007, there were 56 Big Bazaar stores across 43 cities. While Big Bazaar continued to expand in the large cities, it also tapped consumption potential in smaller cities like Agra, Allahabad, Coimbatore, Surat, Panipat, Palakkad, Kanpur and Kolhapur. The year under review also witnessed realigning of business teams with shared experience in category management, sourcing, front-end operations and business planning.

In addition, separate teams have been formed to look into all aspects of new store launches and to manage mature stores. This provides more flexibility and focus in expansion plans. The increase in SKUs in existing categories and the introduction of new categories encouraged the opening of larger stores or Super Centers, measuring 100,000 square feet or more. There are now 5 Big Bazaar Super Centers. Considering this scale of expansion, technology plays a significant facilitating role. The introduction of SAP in 2005-06 and its roll out during the year, positively impacted the business. Big Bazaar has initiated the process of Auto Replenishments Systems, thus improving operational efficiencies and productivity. The company has also rationalized nearly 250 vendors through better vendor management in terms of potential to expand, and for inclusion and upgradation to the online B2B platform. The company plans to open over 60 stores across India in FY 2008, and the opening of the 100th Big Bazaar store will mark the fastest ever expansion by a hypermarket format. 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 Retail Limited is spreading its wings. Instead of resting on its laurels the Group are busy 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 behavior 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 behavior towards organized retailer, so as to have a better insight of consumers buying behavior . 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.

Consumer Buying Behavior

Consumer Buying Behavior the decision processes and acts of final household consumers

associated with evaluating, buying, consuming, and discarding products for personal consumption Consider the purchase an automobile. You generally will not consider different options until some event triggers a need, such as a problem needing potentially expensive repair. Once this need has put you "on the market", you begin to ask your friends for recommendations regarding dealerships and car models. After visiting several dealerships, you test drive several models and finally decide on a particular model. After picking up your new car, you have doubts on the way home, wondering if you can afford the monthly payments, but then begin to wonder if instead you should have purchased a more expensive but potentially more reliable model. Over the next five years, the car has several unexpected breakdowns that lead you to want to purchase a different brand, but you have been very happy with the services of the local dealership and decide to again purchase your next car there.

In this particular case, the following generic model of consumer decision making appears to hold:
=====>need recognition =====>information search =====>evaluation of alternatives =====>purchase decision =====>postpurchase behavior

Now consider the purchase of a quart of orange juice. You purchase this product when you do your grocery shopping once per week. You have a favorite brand of orange juice and usually do your grocery shopping at the same store. When you buy orange juice, you always go to the same place in the store to pick it up, and never notice what other brands are on the shelf or what are the prices of other brands. How is it that the generic model above works differently in this second scenario? Why does it work differently? Why would we generally need the ministrations of a sales person in the sale of a car, but we generally do not need the help of a salesperson in the purchase of orange juice? How can the marketer of orange juice get a consumer like you to exert more effort into information search or to consider alternative products? How is it that the marketer of your brand got you to ignore alternative competing brands? What is the involvement of salespeople in sales promotions that might be associated with products such as orange juice? Consumer behavior researchers are not so interested in studying the validity of the above generic model, but are more interested in various factors that influence how such a model might work.

INFLUENCES ON THE GENERIC MODEL

external o group -e.g., cultural, family, reference group influences o environmental/situational -e.g., time of day, temperature and humidity, etc. inernal o lifestyle, personality, decision making process, motivation, etc.

GROUP INFLUENCES ON CONSUMER BEHAVIOR Culture the set of basic values, beliefs, norms, and associated behaviors that are learned by a member of society

Note that culture is something that is learned and that it has a relatively long lasting effect on the behaviors of an individual. As an example of cultural influences, consider how the salesperson in an appliance store in the U.S. must react to different couples who are considering the purchase of a refrigerator. In some subcultures, the husband will play a dominant role in the purchase decision; in others, the wife will play a more dominant role. Social Class a group of individuals with similar social rank, based on such factors as occupation, education, and wealth Reference Groups groups, often temporary, that affect a person's values, attitude, or behaviors

E.g., your behaviors around colleagues at work or friends at school are probably different from your behaviors around your parents, no matter your age or stage in the family life cycle. If you were a used car salesperson, how might you respond differently to a nineteen year old prospect accompanied by her boyfriend from one accompanied by two girlfriends? opinion leader a person within a reference group who exerts influence on others because of special skills, knowledge, personality, etc. o You might ask the webmaster at work for an opinion about a particular software application. Software manufacturers often give away free beta copies of software to potential opinion leaders with the hope that they will in turn influence many others to purchase the product.

Family a group of people related by blood, marraige, or other socially approved relationship

ENVIRONMENTAL/SITUATIONAL INFLUENCES ON CONSUMER BEHAVIOR circumstances, time, location, etc. Do you like grapes? Do you like peas? You might like grapes as a snack after lunch, but probably not as a dessert after a fancy meal in a restaurant. You might like peas, but probably not as a topping on your pancakes. Everyday situations cause an interaction between various factors which influence our behaviors. If you work for tips (a form of incentive related to commission) as a waiter or waitress, you must certainly be aware of such interactions which can increase or decrease your sales. If you are doing your Saturday grocery shopping and are looking for orange juice, you are probably much more sensitive to price than if you stop at the quick store late at night, when you are tired and cranky, after a late meeting at the office. A prospect shopping for a new automobile while debating the wisdom of a necessary expensive repair to his car might be more interested in what cars are on the lot than in shopping for the best deal that might involve a special order.

INTERNAL INFLUENCES ON CONSUMER BEHAVIOR

personality a person's distinguishing psychological characteristics that lead to relatively consistent and lasting responses to stimuli in the environment We are each unique as individuals, and we each respond differently as consumers. For example, some people are "optimizers" who will keep shopping until they are certain that they have found the best price for a particular item, while other people are "satisficers" who will stop shopping when they believe that they have found something that is "good enough." If you are a salesperson in a retail shoe store, how might you work differently with these two personalities?

lifestyle and psychographics


lifestyle is a pattern of living expressed through a person's activities, interests, and opinions psychographics is a technique for measuring personality and lifestyles to developing lifestyle classifications

motivation: multiple motives Consumers usually have multiple motives for particular behaviors. These can be a combination of:

manifest known to the person and freely admitted latent unknown to the person or the person is very reluctant to admit

Note: different motives can lead to the same behavior; observing behavior is not sufficient to determine motives.

What are the thoughts of John's friend? What is John's manifest motive? What might be his latent motive? How might a salesperson discover these motives? What features should a salesperson emphasize?

involvement has to do with an individual's


intensity of interest in a product and the importance of the product for that person

The purchase of a car is much more risky than the purchase of a quart of orange juice, and therefore presents a higher involvement situation. This modifies the way that the generic model works. As involvement increases, consumers have greater motivation to comprehend and elaborate on information salient to the purchase. A life insurance agent, for example, would typically be more interested in contacting a young couple who just had a baby than an eighteen year old college student - even though the new parents might be struggling to make ends meet while the student is living more comfortably. Although the annual investment into a policy is much lower if started at a younger age, most young college students are not open to thinking about long term estate planning. A young couple with a new child, however, is much more open to thinking about issues associated with planning for the child's future education, saving to buy a house, or even saving to take an extended vacation upon retirement.

TYPES OF CONSUMER PROBLEM-SOLVING PROCESSES

routenized

used when buying frequently purchased, low cost items used when little search/decision effort is needed e.g., buying a quart of orange juice once per week

limited problem solving


used when products are occasionally purchased used when information is needed about an unfamiliar product in a familiar product category

extended problem solving

used when product is unfamiliar, expensive, or infrequently purchased

e.g., buying a new car once every five years

Under what sorts of conditions would the assistance of a salesperson be needed? Not needed?

POST-PURCHASE CONSUMER BEHAVIOR

satisfaction After the sale, the buyer will likely feel either satisfied or dissatisfied. If the buyer beleives that s/he received more in the exchange than what was paid, s/he might feel satisfied. If s/he believes that s/he received less in the exchange than what was paid, then s/he might feel dissatisfied. Dissatisfied buyers are not likely to return as customers and are not likely to send friends, relatives, and acquaintences. They are also more likely to be unhappy or even abusive when the product requires post-sale servicing, as when an automobile needs warranty maintenance. The above idea can be modeled as Homans' basic exchange equation: Profit = Rewards - Costs Unfortunately, even a buyer who "got a good deal" with respect to price and other terms of the sale might feel dissatisfied under the perception that the salesperson made out even better. This idea is called equity theory, where we are concerned with: Outcomes of A Inputs of A vs. Outcomes of B Inputs of B Consider, for example, that you have purchased a used car for $14,000 after finding that the "e;blue book" value is listed at $16,000. You are probably delighted with the purchase until you accidentally meet the prior owner who had received a trade-in of $10,000 on the car just a few days before. That the dealer appears to have received substantially greater benefit than you

could lead to extreme dissatisfaction, even though you received good value for the money spent. (Note that the selling dealer might actually have paid $12,000 for the car at a statewide dealer's auction, and then might have incurred another $1,000 in expenses associated with transporting the car and preparing it for sale. Management of buyer perceptions is very important!) An issue related to this is attribution theory. According to attribution theory, people tend to assign cause to the behavior of others. Mary's life insurance agent advises her to purchase a whole life policy, while her accountant advises her, "buy term insurance and invest the difference.". The reason, explains the accountant, "is that insurance agents receive substantially higher commission payments on sales of whole life policies." If Mary believes that the insurance agent is recommending a product merely because he receives a higher commission, she will likely be displeased with the relationship and will not take his recommendation. If the agent is able to show Mary that the recommended product is the best solution for her situation, then she will likely attribute his recommendation to having her best interests in mind and will not be concerned about how it is that he is compensated for his services.

cognitive dissonance has to do with the doubt that a person has about the wisdom of a recent purchase It is very common for people to experience some anxiety after the purchase of a product that is very expensive or that will require a long term commitment. Jane and Fred, for example, signed a one year lease on an apartment, committing themselves to payments of $1500 per month. A week later, they are wondering if they should have instead leased a smaller $900 apartment in a more rough part of town; they are not sure if they really can afford this much of a monthly obligation. Dick and Sally, on the other hand, ultimately rented the $900 apartment, and now are wondering if the savings in rent will be offset by noisy and sometimes unsafe conditions in this neighborhood. Perhaps neither couple would be experiencing this anxiety if their landlords had given them just the smallest of assurances that they had made a good decision. After a close on products that are expensive or that require a long term commitment, the salesperson should provide the prospect with some reasons to be happy with the decision. Allow the car buyer to reinforce her own positive feelings by calling her a week after the purchase to ask how things are going. Call the new life insurance policy holder after two months to see if there are any questions; a lack of questions can only help the buyer to convince himself that he did the right thing.

Retail
Retail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mall, in small or individual lots for direct consumption by the purchaser.[1] Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as a public utility, like electric power. Shops may be on residential streets, shopping streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer (B2C) transactions and mail order, are forms of non-shop retailing.

Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it is done as a recreational activity. Recreational shopping often involves window shopping (just looking, not buying) and browsing and does not always result in a purchase.

Etymology

The world's only Garmin retail location is located on the Magnificent Mile in Chicago.

Retail comes from the Old French word tailer (compare modern French retailler), which means "to cut off, clip, pare, divide" in terms of tailoring (1365). It was first recorded as a noun with the meaning of a "sale in small quantities" in 1433 (from the Middle French retail, "piece cut off, shred, scrap, paring").[2] Like the French, the word retail in both Dutch and German (detailhandel and Einzelhandel, respectively) also refers to the sale of small quantities of items.

Indian Retail at crossroad: Organized vs. Unorganized Retail

India is currently the twelfth largest consumer market in the world. According to a study by McKinsey Global Institute, India is likely to join the premier league of the worlds consumer markets by 2025, improving its position to the fifth. But this growth is not going to happen is smooth way. Any change always comes up with some friction, and Indian retail sector is and will be witnessing the same friction. Indian retail sector is still in its nascent form if we consider its full potential. While most of the developed market of US and Europe and also some SE Asian emerging market economies have reaped the benefits of modern retail, India has not yet entered into advanced phase of modern retail forms. Tug of war: organized vs. unorganized sector Future of retail sector in India is swerving- on one side organized retail is marching into life of urban consumers, while on the other our own neighborhood kirana stores are resisting fiercely with their existing strong foothold. India today is at the crossroads with regard to the retail sector. A shift between organized and unorganized retail sector is evident, which has led to a number of speculations on the fate of Indian retail sector. Unorganized sector cannot be ignored In any newspaper or television channel, we find hordes of news about happening in organized retail sectors, which is indeed fairly real situation. While the role of organized retail sector in growth of economy cannot be denied, but one thing is also of extreme importance that unorganized retail format is a support to a large chunk of population- providing direct employment to 39,500,000 individuals. So there is no way that government or anyone can discount these foundation stone of Indian economy. Changing landscape of Indian consumerism The face of Indian consumerism is changing: not Indian consumerism is evolving from Bajaj Scooter family man to Bajaj Pulsar trendy youngster. This changing consumers taste and lifestyle, somewhere automatically give some advantage to organized sector. This makes imperative for unorganized retail sector to restructure itself in order to withstand the increasing competition and to meet consumer expectations by moving with trends. What they can do and what they are doing, some of these issues will be discussed in future parts of article. Role of government As in other countries, government policy can and should play an important role in modernizing the unorganized sector and improve its competitiveness. But question is what should be exact role of government. Should it go for policies for protection of traditional retailers by restricting organized retail or encourage organized retail to reap benefits that are generated by it? What should be mechanism to promote or protect one or other? Can government act only as a facilitator or enablers or both? In the said context, it is imperative to develop a strategic roadmap for unorganized retail form to be able to survive, compete and keep the economy growing. The Retail Sector is the largest sector in India after agriculture, accounting for over 10 per cent of the countrys GDP and around 8 per cent of the employment. India has the most unorganized retail market in the world. Most retailers of the unorganized retail market have their shop in the front and house at the back. The Retail Industry in India is today amongst the fastest growing industries with several players entering the market. Currently, the organized retail sector accounts for only 2 per cent indicating a huge potential market opportunity. India is being seen as most attractive market by retail investors from all over the world. Retail is clearly the sector

that is poised to show the highest growth in the next five years. The sector is set for a revolution, as both the present players and new entrants are gearing up to explore the market. The present size of the organized retailing sector is approximately 3% and is expected to grow to 25-30% by the year 2010. There are about 300 new malls, 1500 supermarkets and 325 departmental stores currently under construction. Many players are coming up with huge investments, due to which the present 12 million mom-and-pop shops and kirana stores fear losing their business. Most predictions say that the sector might reach to US$ 400-600 billion by the year 2010. Global retail giants such as Wal-Mart, Tesco, Germany's Metro AG and many others are ready to enter the retail markets. The rising demands of branded products and increase in purchasing power have lured these companies to enter the market. Modern retail development in India is focused on the cities like Mumbai, Pune, Ahmedabad, Delhi and the National Capital Region, Chennai, Banglore, Hyderabad, Kolkata. The leading Indian retailers are Bata India Ltd, Big Bazaar, Crossword, Vishal Mega Mart., Food Bazaar, Globus Stores Pvt. Ltd., Liberty shoes Ltd., Music World Entertainment Ltd., Pantaloon Retail India Ltd., Shoppers Stop, Subhiksha, Titan Industries etc. MODERN RETAIL STRUCTURE:It includesMalls like Ansal Plaza (New Delhi), Nucleus (Pune), Centre Stage (Noida) etc Discount Stores like Brand Factory, Loot, M&B Factory, Subhiksha, Big Apple, and Reliance Fresh. Department Stores like Shoppers Stop, Big Shop, and Pantaloons. Hypermarkets/ Supermarkets like Big Bazaar, Vishal Mega Mart. Convenience Stores like Spencers Daily, Tru Mart, Choupal, More. Multi Brand Outlets like Globus. CURRENT SCENARIO A glimpse of the international retail-

47 global fortune companies & 25 of Asia's top 200 companies are retailers Dominated by developed countries US, EU & Japan constitute 80% of world retail sales. Biggest player in India is Pantaloon Retail India Limited.

PERCENTAGE OF ORGANIZED RETAIL:USA - 85% Taiwan - 81% Malaysia - 55% Thailand - 40% Brazil - 36% Indonesia - 30% Poland - 20% China - 20% India - 3% According to A.T. Kearney GLOBAL RETAIL DEVELOPMENT INDEX, India was placed at 1st position in the year 2005. However within 2 years of time i.e 2007, it is being placed at 2nd position jointly with China and after Vietnam.

GROWTH OF RETAIL SECTOR The following are the reasons for growth of retail sector in India- Increase in disposable income of consumers, Increase in consuming desire, Low share of organized retailing. Purchasing power of Indian urban consumer is growing and branded merchandise in categories like Apparels, Accessories, Food, and even Jewellery, are slowly becoming lifestyle products. Retailers are taking benefit of this growth and accordingly are aiming to expand. Indian retail is expanding at a fast pace. India's retail industry, which is currently valued at nearly $350 billion, is expected to double in size by 2015. The Indian Retail Industry is gradually moving ahead towards becoming the next boom industry. Modern Large-Format retail, efficiently connects the producers and the consumers and is helpful to both in the long run. In India there is a huge wastage of fresh fruits and vegetables. In this scenario, the Large-Format Retail provides all important infrastructures to carry the farm produce to the consumers with lesser wastage. In this way the farmers get better returns and the consumer better quality and price.
KEY TRENDS:-

The existing players like Big Bazaar, Shoppers' Stop, Piramyd, and Vishal Mega Mart are expanding to smaller towns and cities. Many other business houses are planning to enter the retail sector either on their own or through partnerships. New entrants like Bharti pvt ltd and Wal-Mart are going to enter the market soon. Even rural areas will provide a huge opportunity to be explored.

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.

CONSUMER ATTITUDES TOWARDS FOREIGN RETAILERS PRODUCTS Bircan Asuk Abstract:- Turkey has attracted foreign retailers for many years because of its high population, growing economy, growing market potential, young population and also, its high labour force. Although conditions are attractive, foreign retailers face some problems related to different demographic characteristics, different values, attitudes and different cultures of consumers in Turkey and also, in the other countries. One of the most important factors that affects consumers attitudes towards foreign retailers products and their willingness to purchase these brands is consumer ethnocentrism (According to ethnocentrism; people evaluate their race more superior than the other races). The aim of this research is generally to examine Turkish consumers atttitudes towards foreign retailers products. In this respect, consumer ethnocentrism is explored among Turkish consumers. Besides, it is explored how this consumer ethnocentrism affect product judgement of foreign products and willingness to buy these products. The effect of age and education on attitudes is also investigated. Data was collected through a questionnaire. And this questionnaire was applied to 50 people in October 2009

EVALUATION OF AND BEHAVIOR TOWARD THE VISUAL RETAIL ENVIRONMENT: FUNCTION OF CONSUMERS VISUAL AESTHETIC SENSITIVITY Sarah Eubanks Wilhoit ABSTRACT: - The primary goal of retail environments is to stimulate positive behavior from consumers viewing the fulfilled plan of the designer or architect. This study explores the influence of the consumer trait, visual aesthetic sensitivity, upon the visual aesthetic design features of the store environment and consumer behavior. Treatment of the visual aesthetic design features of the retail environment as an integrated, holistic arrangement demonstrate the dynamic interrelation of the environment and perception as explained by Gestalt theory. Data was collected through traditional survey techniques. Statistical analyses using exploratory factor analysis, ANCOVA, and MANCOVA reveal distinct differences between consumers with high versus low visual aesthetic sensitivity in store environment evaluations and consumer behavior.

CONSUMER ATTITUDES TOWARDS THE AMERICAN RETAIL SYSTEM Charles A. Lngene Abstract: - This paper develops a theoretical model of consumer purchase decisions in a competitive retail system. Emphasis is placed on the relationship between per household expenditures and consumers' surplus. It is shown that parametric changes can cause expenditures and surplus to move in opposite directions. Empirical evidence on factors which influence grocery and department store purchases is presented. Such evidence, in conjunction with the theoretical model, can offer insights into consumer attitudes towards the American retail system. A micro-level, behavioral analysis predicated upon this research is then proposed as a method of determining actual consumer attitudes.

UNDERSTANDING CONSUMER'S ATTITUDE TOWARDS RETAIL STORE IN STOCKOUT SITUATIONS AAbstract: The study showed that six of the independent variables considered, namely, shopping attitude of respondent, store loyalty (SL), perceived store prices, store distance, shopping frequency, and brand loyalty (in order of importance of impact) significantly influenced consumers' attitude towards retail store in out-of-stock.

CONSUMER SHOPPING BEHAVIOR AMONG MODERN RETAIL FORMATS Hotniar Siringoringo Abstract:- The given article shows that individual determinant such as shopping intension, attitude towards retail outlet, and shopping habit plays important role on consumer shopping decision. Attitude towards retail outlet and shopping habit influence shopping intension. This implies, retailers should concentrate on strategies in building consumers positive attitude towards retail, so that consumers visit their retail in order to make purchases regularly. However it found that it is no different of this individual determinant among retail format. This imply, consumer visit all format in making convenience goods purchase.

STUDY OF RURAL CONSUMER BEHAVIOR TOWARDS RURAL RETAIL STORES Krishan Kumar

Abstract:-In India for a long time a large chunk of retail outlets were grocery shop. This pattern had been changing in recent years, in urban and rural markets. Of late, India's largely rural population has also caught the eye of retailers looking for new areas of growth. A slew of supermarket chains, including those of the Tata and ITC, are set to storm the rural areas of the country as corporate realize the huge potential of the untapped market ITC launched the country's first rural mall 'Chaupal Sagar', offering a diverse product range from FMCG to electronic appliances to automobiles, attempting to provide farmers a one-stop destination for all of their needs. Companies such as Godrej and DCM Shriram Consolidated are launching `one-stop shops' for farmers and their communities. Godrej Agrovet, for instance, is planning to set up 1,000 Aadhar stores across rural India by 2010. DCM Shriram plans to set up 35 rural/semi-urban utility marts over 2006-07. Positioned as a one-stop shop, the Hariyali Kisaan Bazaar Chain will cater to a variety of farmers' needs by providing access to retail banking, LPG outlets and even a motorcycle showroom. Marketers are trying to grab this untapped market but still the reach of those players is mere they should more focused and rural oriented. There are some points which they should undertaken

The retailer approach should be more professional like in urban The retailers should try for up selling and cross selling rather to focus on the bulk selling The promotion strategy should be local and easy to grab able for the target audience The quarries and questions should be addressed by retailer The awareness about product quality should be spread between customer so they can shift to these stores rather to traditional stores Stores should enhance their portfolio so that more and more customers can find their needs.

CONSUMER SHOPPING BEHAVIOR ENTERTAINMENT CENTERS.

IN

MALLS

WITH

LARGE

SCALE

Abstract:- The concept of 'entertainment' is hard to define in the context of a shopping center. It could be viewed in a very narrow sense as consisting of just fides, games, and shows, or in a broad sense as a combination of the entire shopping experience. The present study, however, focuses specifically on common area entertainment centers within malls, operationally defined as a concentrated, centralized, entertainment area of at least 30,000 square feet and containing a variety of entertainment opportunities, including various types of rides for children, carrousels, miniature golf courses, soft play structures, simulator rides, etc. Although malls have

traditionally offered several different types of entertainment options, it is this category that has seen the most growth in recent years. Most previous academic research studies have treated such entertainment centers as just one additional characteristic of a shopping center which could be included in retail gravitational models to predict consumer patronage of shopping centers or the market potential of a particular location. Such gravitation models have traditionally included factors such as distance and travel time, size of a shopping area, characteristics of the shopping center, consumer characteristics, and the cost of shopping to consumers (Craig, Ghosh, & McLafferty, 1984). In terms of shopping center patronage, Bellenger et al. (1977) found that some consumers placed the greatest value on convenience and economic attributes including convenience to home, accessibility, and the presence of services such as banks and restaurants. Others, however emphasized recreational attributes including atmosphere, fashionability, variety of stores and merchandise. More recent studies have supported these results on the importance of recreational attributes including atmospherics (Donovan & Rossiter, 1982); pleasurable shopping experiences (Dawson, Bloch, & Ridway, 1990); and the social aspects of mall shopping (Feinberg, Sheffler, Meoli, & Rummel, 1989; Jarboe & McDaniel, 1987). However, as mentioned earlier, there has been very little academic research on mega-malls and the effects of entertainment centers in such malls on consumer behavior. Most of the research conducted on this relatively recent phenomenon has been done by either mall developers in specific malls (e.g., Stiller & Smith, 1992) or by private research agencies which provide a feebased information service (e.g., U.L.I. Publications). These studies have primarily focused upon defining the trading area of the mall, the consumer characteristics, and the extent of patronage at various stores and entertainment centers. Testimonials to the effectiveness of the entertainment centers seem to be based not so much on this research as on the gut instinct of developers and the success of most of the mega-malls. For example, John Denlinger, the vice president of operations for Time-Out Amusements Inc., an operator of entertainment centers, says that such entertainment centers "are helping attract people from farther away, encouraging them to bring the whole family to the mall, and getting them to shop more once they are there". James Ginsberg, vice-president of Recreational Concepts Inc., also an operator of such entertainment centers has similar views, "if malls get people into their centers, they will stay longer. This is especially true in the case of people coming from longer distances, who to justify the time spent getting there, are more likely to spend more money because they are there" (Bivins 1989, p.23). None of these statements, however, are supported by any published research findings. The present study seeks to provide this support by investigating the effects of the entertainment centers on the shopping behavior of consumers. In particular, the characteristics and shopping behavior of consumers who visit the entertainment centers is investigated and compared to the characteristics and shopping behavior of consumers who do not. Factors investigated include the distance traveled to reach the mall, demographic characteristics and group composition, the amount of time and money spent at the mall stores, the department stores, and the food court.

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

H0

: There is no impact of multibrand organized retail on consumer

buying behavior. H1: Multibrand organized retail has positive impact consumer buying behavior. H2: The Impact of payment facility in multibrand organized retail stores more influence the consumer buying behavior .

Research Methodology Problem Definition & Research Objective

As the Big Bazaar is clearly the undisputed leader in the organized retail sector, still it has some problems related to the customer services and hence as a result the level of customer behavior is affected.

Thus, the main objectives of the research are: To know the level of customer behaviour. To know the market share of Big Bazaar. To know the customer decision making process. To know the promotional strategies of Big Bazaar.

Research Design:

In the survey done by me, I have used the Descriptive research design.

Descriptive research is used to obtain information concerning the current status of the phenomena to describe "what exists" with respect to variables or conditions in a situation. The methods involved range from the survey which describes the status quo, the

correlation study which investigates the relationship between variables, to developmental studies which seek to determine changes over time.
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

In the Descriptive research design, I have the Cross-Sectional study. CrossSectional studies sample the population to make measurements at a specific point in time. Thus, it involves a one time study of the sample.

Data collected by me is the Primary Data with the face-to-face interview method.

Sample Size:

Sample size: 200 Sample Unit: Customers Sampling method: Simple Random Sampling

Research Tool:

A Questionnaire was prepared for the Customers to be surveyed in the various stores of Big Bazaar in the NCR region.

A total of 14 questions were there in the questionnaire which includes 13 closed ended questions and 1 open ended questions apart from general demographic questions. In the questioning approach, face-to-face interview method was used to administer the questionnaire.

Source of Data:
1) Primary source 2) Secondary source

Primary data

can be collected either through experiment or through survey.

In cases where data is not available from any record of enterprises or in published sources, it becomes necessary to collect original data for the study to be taken. Primary data can be obtained from following two ways:

Secondary data
Secondary data includes some points News paper Magazines Internet Journals & other written Materials.

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


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.

ANALYSIS AND INTERPRETATION

WHAT IS YOUR OCCUPATION? (a) Businessman (firm/ company) (b) Govt. employee (c) Self employed (d) housewife
(e) Any other, if yes, please

specify_________________________________________

The above shown graph shows that housewives used to visit Vishal Mega mart, followed by self employed people and others

INCOME LEVEL (monthly) (a) 0000-5000 (b) 5000-20000 (c) 20000-40000 (d) 40000+

The above graph shows that the people with the income between Rs 5000-20000 used to visit Vishal Mega Mart followed by the people with the income of Rs 0-5000 and Rs 2000040000.

How frequently do you visit VISHAL MEGA MART?

(a) Daily (b) Weekly (c) Monthly (d) Sometimes

the above given graph shows that maximum people used to visit VISHAL MEGA MART sometimes followed by monthly and weekly basis.

Pick one of the following retail stores, which you like to visit the most:VISHAL MEGA MART BIG BAZAR WALLMART EASYDAY RELIANCE SUPER

In the above graph it has been shown that that most of people like to visit other stores as compare to Vishal Mega Mart.

What is your Main purpose of visiting VISHAL MEGA MART? (1 for strongly agree, 2 for agree, 3 for neither agree nor disagree, 4 for disagree) (a) Leisure time activity (b) Purchase of household items (c) Purchase of other products 1 1 2 1 2 3 2 3 4 3 4 5 4 5 5

FACTOR ANALYSIS OF THE FOLLOWING QUESTIONS:-

How do you rate VISHAL MEGA MART on the following parameters? PARAMETERS Quality of product Services Environment Price of the product Product range Discount and promotional schemes VERY GOOD GOOD AVERAGE POOR

Factor Analysis:-

Communalities Initial quality of products Services environment price of the products product range discount and promotional schemes leisure time activity purchase of household items purchase of other items 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction .366 .681 .660 .615 .476 .570 .517 .513 .407

Extraction Method: Principal Component Analysis.

Total Variance Explained Compo nent 1 2 3 4 5 6 7 8 9 Total 2.022 1.521 1.262 .949 .858 .760 .642 .599 .386 Initial Eigenvalues % of Variance 22.463 16.901 14.024 10.540 9.538 8.449 7.134 6.661 4.290 Cumulative % 22.463 39.364 53.388 63.929 73.467 81.916 89.050 95.710 100.000 Extraction Sums of Squared Loadings Total 2.022 1.521 1.262 % of Variance 22.463 16.901 14.024 Cumulative % 22.463 39.364 53.388

Extraction Method: Principal Component Analysis.

Component Matrixa Component 1 quality of products Services environment price of the products product range discount and promotional schemes leisure time activity purchase of household items purchase of other items -.426 -.385 -.302 .507 .289 .495 .624 .516 .600 2 .365 .730 -.437 -.597 .292 .219 .233 .275 .211 3 .226 .003 .615 .051 .555 -.527 .270 .414 -.040

Extraction Method: Principal Component Analysis. a. 3 components extracted.

Rotated Component Matrixa Component 1 quality of products Services environment price of the products product range discount and promotional schemes leisure time activity purchase of household items purchase of other items .558 .818 -.142 -.772 .121 -.139 -.137 -.031 -.166 2 .004 .033 .018 .135 .659 .080 .678 .714 .456 3 -.234 .107 -.800 -.034 -.164 .738 .196 .049 .413

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 4 iterations.

INTERPRETATION:Out of the total 9 variables, 3 factors have come out after the factor analysis 53.38% of the respondents said that three factors are most important for them. The standard Eigen value against which the factors are measured is .7. Thus, the three factors satisfying this condition are Services Discount and promotional schemes Purchase of household items These three have loading value of .818, .738 and .714 respectively. The remaining data that is around 47% is lost and is called sampling error.

Findings:(1) The study finds that service plays a very important role in the retail sector (2) People specially housewives used to purchase household items in retail outlets like Vishal Mega Mart. (3) Discounts and promotional schemes plays a very important role in attracting the crowed to the malls. (4) Vishal Mega Mart losing its identity in the market because of poor range of products and due to the arrival of the various superior competitors.

SUGGESTIONS

1-There should be good facility for Parking.

2- Behavior of the Employees with the Customers should be very good.

3-Better billing facility for the Goods.

4-Better service from the Restaurants because Customers donot like Self service.

5-Better returning services.

6-The Employees should be well groomed.

Summary and Conclusion

Over the last few years, retail has become one of the fastest growing sectors in the Indian economy. Organized retail is expected to grow to 10-11% of the Indian retail industry in the next 5 years and FDI in retail is one of the most talked about topics now. There is hectic activity in the sector in terms of expansion, entry of international brands and retailers as well as focus on technology, operations and processes. All these present a tremendous opportunity in this new high growth industry. While the opportunities in Indian retail are immense, all players must be aware that the consumer culture, business practices and industry dynamics in India can differ substantially from what they are accustomed to at home, often leading to pitfalls for the unprepared.

Big Bazaar is the pioneer and undisputed leader in the Indian Retail scenario with a share of 54% in the Organized retail sector. Thus, a study of customer behavior in reference to Big Bazaar was very important as Big Bazaar holds the true Indian value system in its business strategies and functioning so as to get more connected to Indian consumers and to maintain a happy relationship with them.

People are keen to buy products from the Big Bazaar. Majority of them goes at least twice a month to do the purchasing with average spending of Rs. 500 to 2000 on each

outing to the Big Bazaar. They come to Big Bazaar due to the low prices of products and attractive schemes offered by the store. Food & Beverage category is the most bought by the people followed by the dairy products, fruits & beverage segment. Majority of the people despite having credit/debit card prefer to pay their bills via cash. Big Bazaar is also having its own credit card in form of Big Bazaar Card which is a JV between the Future Group and the ICICI bank. Thus, giving customers a convenient option to purchase the products. People are very happy with the variety of the products available at the store and are very keen to do the repurchase. Thus, Big Bazaar is converting the existing customers to loyal customers and also attracting new customers from other stores also. These satisfied customers are ready referring Big Bazaar to their family

members, friends and relatives. Hence, there is very good word of mouth publicity of Big Bazaar. Behavior level of customers with regards to price and value is very good. Thus, Big Bazaar is successful in making and maintaining a healthy and long term relation with its customers.

Thus, in real sense, Big Bazaar is the undisputed leader in the organized retail sector and with each passing day it is deepening its root in retail with a large and satisfied base of customers.

Conclusion:
The first and most objective of our study is comparative study of consumers buying behavior in retail mall. The study of consumer behavior is the most important factor for marketing of any goods and services. The consumer behavior suggest how individual, groups and organization select, buy, use and dispose of goods, services, ideas or experience to satisfy there needs and wants. It also clues for improving or introducing products or services, setting price, devising channels etc. The marketers always look for emergent trends

that suggest new marketing opportunities and here in India a lot of opportunities are available.

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

Customer Satisfaction to Store Traffic and Revenue Growth. Decision Science, Vol. 35, No. 4.

2.

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. 3. 4. 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 5. Kastoori Srinivas, Jyothi Jagtap (2007) Indian Retailing Perspectives: Its Growth, Challenges and Opportunities. The Indian Committee Association, Vol. 27, No. 29. 6. Kotler Phillip, (2000) Marketing Management. Millennium edition (10th edition) p. 10. 7. Lata Vijaybaskar (2010) Consumer Attitude towards Loyalty Programes and Short Term Price

Retailer Repurchase Intentions. Journal of Service Marketing, Vol. 20. No. 5381-390. Journal of Distribution and Consumer Research. Vol. 16. No. 1, 115-138.

Promotions. Retail & Supply Chain Journal of Management, Vol. 9. No. 1.

References:vishalmegamart.net proquest.com

http://www.delhibusinessreview.org/vn1/vxn1afull.pdf
http://www.springerlink.com/content/q6270518386213w1/ http://www.skylinecollege.com/blog/dissertation/study-of-rural-consumer-behaviortowards-rural-retail-stores http://www.allbusiness.com/marketing/market-research/632049-1.html

http://www.emeraldinsight.com/journals.htm?articleid=1736707&show=html&

APPENDIX
Questionnaire

Topic: - Consumer Behavior towards VISHAL MEGA MART & BIG BAZAAR

NAME: _______________________________________________________________________________

GENDER: male/female AGE ________ ADDRESS: ____________________________________________________________________________________ ____________________________________________________________________________________ __ (1)ARE YOU MARRIED? (Yes/no) (If No then move to question no. 3)

(2) WHAT IS YOUR FAMILY SIZE (no. of members)? (a) 0-4 (b) 4-6 (c) 6+

(3) WHAT IS YOUR OCCUPATION? (f) Business (firm/ company) (g) Govt. employee (h) Self employed (i) housewife (j) Any other, if yes, please specify_____________________________________________________

(4) INCOME LEVEL (monthly) (e) 0000-5000 (f) 5000-20000 (g) 20000-40000 (h) 40000+

(5) Have you ever visited VISHAL MEGA MART & BIG BAZAAR? (a) Yes

(b) No (if NO, refer to question no. 10)

(6) How frequently do you visit VISHAL MEGA MART & BIG BAZAAR? (e) Daily (f) Weekly (g) Monthly (h) Sometimes

(7) What is your Main purpose of visiting VISHAL MEGA MART & BIG BAZAAR? (1 for strongly agree, 2 for agree, 3 for neither agree nor disagree, 4 for disagree) (d) Leisure time activity (e) Purchase of household items (f) Purchase of other products 1 1 1 2 2 2 3 3 3 4 4 4 5 5 5

(8) How do you rate VISHAL MEGA MART & BIG BAZAAR on the following parameters? PARAMETERS Quality of product Services VERY GOOD GOOD AVERAGE POOR

Environment Price of the product Product range Discount and promotional schemes

(9) Pick one of the following retail stores, which you like to visit the most:VISHAL MEGA MART BIG BAZAR WALLMART EASYDAY RELIANCE SUPER

(10) What are the reasons due to which you never visited VISHAL MEGA MART & BIG BAZAAR? (a) Poor quality (b) Poor service (c) Lack of knowledge (d) High pricing of products (e) Any other_______________________________________________________________________ _____________________________________________________________________________ ____

(11) What kind of improvement do you think is required in VISHAL MEGA MART & BIG BAZAAR?

____________________________________________________________________________________ ____________________________________________________________________________________ ____________________________________________________________________________________ ___

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: Consumer Buying Behavior in Organized Retail. Chapter5: Consumer Perception in Organized Retail. Chapter6: Data Presentation & Analysis Chapter7: Findings & Suggestions Conclusion Bibliography Appendices

6.

Das könnte Ihnen auch gefallen