SYNOPSIS OF THE STUDY

TOPIC:- To study the consumer buying behaviour of hypermarkets with special reference to ‘Big Bazaar’ in Jalandhar city.(Viva Collage) INTRODUCTION RETAIL INDUSTRY IN INDIA The retail industry is divided into organized and unorganized sectors. Over 14 million outlets operate in the country and only 4% of them being larger than 500 sq ft (46 m2) in size. Organized retailing refers to trading activities undertaken by licensed retailers, that is, those who are registered for sales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains, and also the privately owned large retail businesses. Unorganized retailing, on the other hand, refers to the traditional formats of low-cost retailing, for example, the local Kirana shops, owner manned general stores, Pann/beedi shops, convenience stores, hand cart and pavement vendors, etc. Most Indian shopping takes place in open markets and millions of independent grocery shops called kirana. Organized retail such supermarkets accounts for just 4% of the market as of 2008. Regulations prevent most foreign investment in retailing. Moreover, over thirty regulations such as "signboard licences" and "anti-hoarding measures" may have to be complied before a store can open doors. There are taxes for moving goods to states, from states, and even within states. The Indian Retail Market Indian market has high complexities in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even within the geographic zones. India has highest number of outlets per person (7 per thousand) Indian retail space per capita at 2 sq ft (0.19 m2)/ person is lowest in the world Indian retail density of 6 percent is highest in the world. 1.8 million Households in India have an annual income of over 45 lakh (US$91,260). Delving further into consumer buying habits, purchase decisions can be separated into two categories: status-oriented and indulgence-oriented. CTVs/LCDs, Refrigetors, washing machines, dishwashers, microwave ovens and DVD players fall in the status category. Indulgence-oriented products include plasma TVs, state-of-the-art home theatre systems, iPods, high-end digital cameras, camcorders, and gaming consoles. Consumers in the status category buy because they need to maintain a position in their social group. Indulgence-oriented buying happens with those who want to enjoy life better with products that meet their requirements. When it comes to the

little use of IT systems. which favors small retail businesses. Taxation. constant threat of product obsolescence and low margins. Lack of Retailing Courses and study options Intrinsic complexity of retailing – rapid price changes. Lack of trained work force. Regulations restricting real estate purchases. While India presents a large market opportunity given the number and increasing purchasing power of consumers.festival shopping season. Low skill level for retailing management. Challenges include: Geographically dispersed population. there are significant challenges as well given that over 90% of trade is conducted through independent local stores. limitations of mass media and existence of counterfeit goods Challenges facing the Indian Organized Retail sector To become a truly flourishing industry. Absence of developed supply chain and integrated IT management. small ticket sizes. retailing needs to cross the following hurdles:[18] • • • • • • • • Automatic approval is not allowed for foreign investment in retail. and cumbersome local laws. it is primarily the status-oriented segment that contributes largely to the retailer’s cash register. complex distribution network. .

To find out the factors that affect the buyers decision in Big Bazaar (viva collage . Sampling Sample Size – 200 customers/consumers. AREA OF STUDY: Due to the cost and time constraint the area of the study is confined to “Big Bazaar” in Jalandhar city only. Sample Unit – Customers in the age group 25 to 60 years and who are employed.jalandhar) Tools of Data Collection Primary data: • Questionnaire Secondary data: • • • • Books Journals/articles Newspapers Internet websites RESEARCH METHODOLOGY: Type of research Descriptive type research has used to complete the project. Sampling technique – Convenience sampling (Non Probability Sampling). This research is base on fact finding enquires and the variables are totally independent and uncontrollable. .Objectives of the Study • • To analyize the influence of advertising and promotion in buying behaviour in discount stores.

It provides awareness of consumer towards organised retail sector in India. 3. 10. The Economist. ^ a b "Retailing in India Unshackling the chain stores". 5. December 6. 3. ^ "Wednesday Bazaar. India. 4. ^ "Free shipping"." 2 July 2008. 8. 2. 9. 2008.pantaloon retail" . 7. It will extend to know about the consumer perception about the hypermarkets." 22 /6/ 2007. Money Control". It facilitates evaluation of customer satisfaction that what they feel during purchasing. 29 May ^ "India again tops global retail index." 11 August 2007. ^ "Demand for retail real estate to soar" ^ "Centre consulting states for setting up retail regulator." 19 March 2007. ^ "Maha Bachat. 2006. 2. 6. ^ "Indian Retail story from Myths to Mall. ^ "ICRIER Begins Survey of Indian Retail Sector. References 1. ^ "Economic and financial indicators" 3 July 2008.Scope of study 1. Chennai. ^ "Three Big Bazaar stores launched within a span of 22 days. The Hindu".

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