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CONSUMER BEHAVIOR
Consumer behavior study is
the study of when, why, how, and where people do or do not buy a product. 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.
select between different alternatives (e.g., brands, products, and retailers); The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media); The behavior of consumers while shopping or making other marketing decisions How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
more than 90 per cent of its business being carried out by traditional family run small stores. This provides immense opportunity for large scale retailers to set-up their operations India is the third-most attractive retail market for global retailers among the 30 largest emerging markets, according to US consulting group AT Kearneys report published in June 2010. The total retail sales in India will grow from US$ 395.96 billion in 2011 to US$ 785.12 billion by 2015, according to the BMI India Retail report for the third quarter of 2011.
are key factors behind the forecast growth. Indian retail sector accounts for 22 per cent of the country's gross domestic product (GDP) and contributes to 8 per cent of the total employment.
BIG BAZAAR
INTRODUCTION
Big Bazaar is a chain of shopping malls in India currently with 116 outlets, owned by the Pantaloon Group. The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd.
Big bazaar is not just another hypermarket. It
caters to every need of your family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers
TARGET CUSTOMERS
The large and growing young working population is a preferred customer segment for Big bazaar. These young people are early
adopters of most modern product lines. Big Bazaar targets higher and upper middle class and middle class customers because there has been growth in Indian middle class that has so far been used to buying apparel and groceries from small and cluttered neighborhood market shops
IMAGE
Is se sasta aur accha kahin nahi
Nothing captures the sprit of Big Bazaar better than this one liner. It is a simple statement and yet it positioned at the top of Indian customers mind.
Big Bazaar is constantly on the
lookout for finding new ways and means to improve the current state of affairs
The way Big Bazaar is designed
and the way the whole concept has developed reflects a sense of Indianness.
MERCHANDISE
Big Bazaar has a wide range of merchandise they have both branded
o Foot wear
o Music o Toys o Stationary
BAZAAR
Objective behind conducting this project: o Consumers orientation toward the products and services o
o
o
at BIG BAZAAR Listing of product preference at BIG BAZAAR Recommendation for any improvement of services at BIG BAZAAR To find customers response toward BIG BAZAAR To study customer satisfaction level at BIG BAZAAR
LIMITATIONS OF RESEARCH
Availability of data: o Most of the survey was conducted right here at Padmashree Dr.D Y
Patil University, Department of Business Management. Nonwillingness of the respondents to answer the questionnaire was also a hurdle.
Reliability of data:o Reliability of data always remains a prime concern when humans are
surveyed. Non-interest, poor understanding, unclear questions, inability to think instantly and customer biases creeps in apprehensiveness in the minds of the researcher while tabulating and analyzing the data.
Number of samples: o Number of samples wasnt sufficient enough
DATA ANALYSIS
Q1) Do you like the concept of BIG BAZAAR?
YES-18 NO-12
Around 60% People like the market feel environment while other 40% do not
70% PEOPLE LIKE THE SERVICES PROVIDED BY THE BIG BAZAAR WHILE 30% DONT
33% of people visit the store with both family and friends while the other 33% visit with their family. The remaining 20% visit with their friends and 13% shop alone
Around 43% of people visit BIG BAZAAR monthly while 37% and 20% visit quarterly and weekly
Big Bazaar? (in rupees) 1-500 Rs: 5 500-1000 Rs: 11 1000-1500 Rs: 10 1500 Rs and above: 4
EXPENDITURE
Almost half the people like to pay cash, while next mode of payment preferred by customer is credit/debit card
More than 50% people prefer buying grocery and daily products , while clothes, cosmetics, stationery and other items are not much in demand at BIG BAZAAR
From above analysis it seems that people mostly spend 30-90 min during shopping at the store
It seems that more than half people prefer shopping at Big Bazaar only during discount season
Most people that were interviewed for the research consisted of young people of age from 16-30
enough for them to move around easily Less variety in apparels Time taken for billing is too long during discount season
CONCLUSION
Almost every person contacted or interviewed said that
he/she has visited BIG BAZAAR The study finds that service plays a very important role in the retail sector. People specially purchase household items in retail outlets like BIG BAZAAR Discounts and promotional schemes plays a very important role in attracting the crowd towards BIG BAZAAR BIG BAZAAR is losing its customers in the market because of poor range of products specially in apparel section
RECOMMENDATION
BIG BAZAAR should concentrate more on improving
services to the customers. CSE should be well trained to handle any customers complaints BIG BAZAAR should provide more promotional and discount schemes on various occasion Proper placements of display furniture in the stores as space between them are very less Clothes should be in sync with fashion. Number of billing counter should be increased, at least during discount season
BIBLIOGRAPHY
http://www.fibre2fashion.com
http://bigbazaar.futurebazaar.com http://managementfunda.com Books referred