A study on Effect of Retailing strategies on consumer behavior towards

slow moving products

(With Reference to Big Bazaar at Vijayawada)

Proposal for Management Thesis Submitted to

K L University Business School

Submitted by
Sateesh Sunkara
Reg no: 09102017

Under the Guidance

Vijay Kumar Reddy P V MBA.
Asst Prof,
KLUBS, KL UNIVERSITY,
Vaddeswaram GUNTUR Dist.
 A study on Effect of Retailing strategies on consumer behaviour towards slow moving
products

(With Reference to Big Bazaar at Vijayawda.)

Proposal Submitted to

K L University Business School

Submitted on: Evaluated by:

Signature of the Student Signature of Faculty

Supervisor

Marks Allotted: Attested by HOD. KLUBS

Introduction:

About Big Bazaar:

Pantaloon is one of the biggest retailers in India with more than 450 stores across the
country. Headquartered in Mumbai, it has more than 5 million sq. ft retail space located
across the country. It's growing at an enviable pace and is expected to reach 30 million sq.
ft by the year 2010. In 2001, Pantaloon launched country's first hypermarket ‘Big
Bazaar’. It has the following retail segments:

 Food & Grocery: Big Bazaar, Food Bazaar

 Home Solutions: Hometown, Furniture Bazaar, Collection-i
 Consumer Electronics: e-zone
 Shoes: Shoe Factory
 Books, Music & Gifts: Depot
 Health & Beauty Care: Star, Sitara
 E-tailing: Futurebazaar.com
 Entertainment: Bowling Co.

Indian retail sector is witnessing one of the most hectic Marketing activities of all times. 
The companies are fighting to win the hearts of customer who is God said by the business
tycoons. There is always a ‘firstd mover advantage’ in an upcoming sector. In India, that
advantage goes to “BIG BAZAAR”. It has brought about many changes in the buying
habits of people. It has created formats, which provide all items under one roof at low
rates, or so it claims.

Future Group shall deliver Everything, Everywhere, Every time for Every Indian
Consumer in the most profitable manner.
Big Bazaar targets higher and upper middle class customers.
The large and growing young working population is a preferred customer segment.
Big Bazaar specifically targets working women and home makers who are the primary
decision makers.

About Study:

Objectives of study:
  To identify strategies for Non-Moving products.
 How do these strategies do have impact on consumer behaviour in buying process
towards these non-moving products. (Consumer’s view).
 Impact of lean retailing on volume of sales. (Company’s view).

Description of problem:

There must be an individual (or a group or an organisation), let us call it ‘I,’ (Big Bazaar) to
whom the problem can be attributed. The organisation, as the case may occupies an
environment, which is defined by values of the uncontrolled variables.
Problem that retailers face is handling of non-moving products and to adopt strategies by
understanding customer preferences and behaviour. Non-moving products lead to Lean
retailing, which in turn have effect on maintaining inventory.

Justification and significance of study:

This study helps firms and organizations improve their marketing strategies by understanding
issues such as how

 The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products, and retailers);
 The behaviour of consumers while shopping or making other marketing decisions;
 Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome; 
 How consumer motivation and decision strategies differ between products that differ
in their level of importance or interest
 How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
 Helps the company in developing strategies for lean retailing in the store.
Database:
Specification of target population: All customers who visit the non-moving products in the
store. A product category is selected based on the observation made from the store, and the
strategies and customer behaviour with impact of those strategies for selected category is
studied. Selected non-moving products and those customers will be the target population for
this study.
Type of Universe: Universe selected is the total population visiting Big Bazaar Retail store.
Sampling Unit: for this study the unit selected is non-moving products like new brands and
obsolescence products.
Sample Design:
Sample designs are basically of two types viz., non-probability sampling and probability
sampling.
Non-probability sampling: is that sampling procedure which does not afford any basis for
estimating the probability that each item in the population has of being included in the
sample. Non-probability sampling is also known by different names such as deliberate
sampling, purposive sampling and judgement sampling. In this type of sampling, items for
the sample are selected deliberately. Under non-probability sampling the particular units of
universe for constituting a sample are selected on the basis that the small mass thus select out
of a huge one will be typical or representative of the whole.
In this study sample designed is of non-probability sampling, since the product
category and customers of non-moving products in Big Bazaar are selected deliberately
which will represent the entire universe of sample.
Size of sample: sample size collected is 200 people who buy these lean retailing products.
Types of Data:
The primary data are those which are collected afresh and for the first time, and thus happen to be
original in character.
The secondary data, on the other hand, are those which have already been collected by someone else
and which have already been passed through the statistical process.
Data collection methods:
Observation method: Observation becomes a scientific tool and the method of data collection for
the researcher, when it serves a formulated research purpose, is systematically planned and recorded
and is subjected to checks and controls on validity and reliability. Under the observation method, the
information is sought by way of investigator’s own direct observation without asking from the
respondent.
Interview Method: The interview method of collecting data involves presentation of oral-
verbal stimuli and reply in terms of oral-verbal responses. This method can be used through
personal interviews and, if possible, through telephone interviews.
Filling up of Questionnaire: This method of data collection is quite popular, particularly in
case of big enquiries. It is being adopted by private individuals, research workers, private and
public organisations and even by governments. In this method a questionnaire is sent (usually
by post) to the persons concerned with a request to answer the questions and return the
questionnaire. A questionnaire consists of a number of questions printed or typed in a definite
order on a form or set of forms. The respondents have to answer the questions on their own.

Methodology/Analytical Procedures:

Sample size estimation: Estimated sample size is about 150. Due to time constraint this
limited sample is selected.

Hypothesis formulation:

 Strategies of Lean retailing do have impact on customer behaviour towards the non-
moving products.

Choice of statistical procedures:

Analysis, particularly in case of survey or experimental data, involves estimating the values
of unknown parameters of the population and testing of hypotheses for drawing inferences.
Analysis may, therefore, be categorised as descriptive analysis and inferential analysis
(Inferential analysis is often known as statistical analysis).
“Descriptive analysis is largely the study of distributions of one variable. This study provides
us with profiles of companies, work groups, persons and other subjects on any of a multiple
of characteristics such as size. Composition, efficiency, preferences, etc.”
Inferential analysis: is concerned with the various tests of significance for testing
hypotheses in order to determine with what validity data can be said to indicate some
conclusion or conclusions. It is also concerned with the estimation of population values. It is
mainly on the basis of inferential analysis that the task of interpretation (i.e., the task of
drawing inferences and conclusions) is performed.
Statistical Procedures:
Research Plan:

Project Schedule: Scheduled for a period of 8 weeks from September to November.

Time for completion of major phases of study:

Major Phases Involved:

(i) Recognition and determination of the status of the phenomenon to be investigated or the
unit of attention.
(ii) Collection of data, examination and history of the given phenomenon.
(iii) Diagnosis and identification of causal factors as a basis for remedial or developmental
treatment.
(iv) Application of remedial measures i.e., treatment and therapy (this phase is often
characterised as case work).
(v) Follow-up programme to determine effectiveness of the treatment applied.
1 Recognising the non-moving products and
identifying the target population and sample unit at
Big bazaar.
2 Collecting data regarding the identified category and
the studies on it if any made earlier.
3 Designing of questionnaire

10

11 Submitting final report for initial evaluation Initial Evaluation

12 Final report submission Final Evaluation

References/Appendices: