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SUBMITTED IN PARTIAL FULFILLMENT OF THE REQIREMENTS FOR THE AWARD OF
THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION Submitted to: WEST BENGAL UNIVERSITY OF TECHNOLOGY BY SUDIPTA SEKHAR DAS ADHIKARY Registration Number: 101270710045 of 2010-2011 Roll: 12700910029 Under The Guidance of: Dr. Sriparna Guha (NARULA INSTITUTE OF TECHNOLOGY; AGARPARA, KOLKATA – 81)
A successful project can never be prepared by the single effort or the person to whom project is assigned , but it also demand the help and guardianship of some conversant person who helps in the undersigned actively or passively in the completion of successful project. With great pleasure I express my gratitude to our head of the department Dr. K. K. Bardhan and project guide Dr. Sriparna Guha without their help this would not have been completed. They have given their precious suggestions and constructive guidance has been indispensable in the completion of this project work. I would like to express my sincere thanks and gratitude to Saswata Chaudhury, Anirban Kundu, Subhadeep Paul and all employees of Big Bazaar (Future Group Big Bazaar, Kolkata) for their support and guidance during my stay in their organization. Last but not the least I would also like to thank my friends and all the responded. Who directly and indirectly supported to me during my project work, without the help of whom this project would not have been possible.
Place: Date: Sudipta Sekhar Das Adhikary
Narula Institute Of Technology
DECLARATION I hereby declare that the information presented here is true to the best of my knowledge. Also, the report has not been published anywhere else.
Sudipta Sekar Das Adhikary
COLLEGE CERTIFICATE This is to certify that the FIELD WORK titled “Customer Awareness and Buying Behaviour In Retail – A Case Study on Big Bazaar (Kolkata)” is a bona fide work carried out by Mr Sudipta Sekhar Das Adhikary (Registration no: 101270710045 of 2010-2011).K. Sriparna Guha ………………………… H. student of Master Of Business Administration (Semester 3rd) of Narula Institute Of Technology. Internal guide Dr.O. Kolkata under WEST BENGAL UNIVERSITY OF TECHNOLOGY in the Year 2011.K.D Dr. Bardhan ………………………. This project report has been approved as it satisfies the academic requirements in respect of project work prescribed for the award of MBA degree. Date: Place: Kolkata College Seal 5 .
Contents Sr. No 1 2 3 4 5 6 7 8 9 10 11 Executive Summary Introduction Company Profile Literature Survey Objective . scope and limitations of the study Methodology Data Tabulation: Analysis & Interpretation Conclusion & Recommendations References Annexure Appendix Page No. 7 8-11 12-13 14-17 18-19 20-26 27-35 36-38 39 40-45 46 6 .
So. Big Bazaar faces a formidable competition from the unorganized and organized sector.We can tally the prices of our products with the open market value as the people are more price conscious. Upcoming generations are more dependent on computer and they are usually coming in store for staples. It is recommended that extensively promoting the upcoming offers by only mobile messaging and mailing. We can put them on the rewards card program or we can send them a monthly newsletter reminding them of all the specials you have both in the retail store and online and also give upcoming offers details back side of the bill (pay receipt). in spite of its tremendous growth in the last 2-3 years in India has just seen the tip of iceberg. Food and Apparels. So. This project evaluates that the customers are more price conscious and also quality. As giants like Reliance. 7 . intensification of competition with the emergence of new players has made it difficult to achieve the forecasted success. Main objective of the project is to understand profile of the customers of Big Bazaar and evaluate the different tools of advertisement and also try to identify the various products that customers frequently purchase from Big Bazaar. In this project we collected samples from customers of Big Bazaar and catchment area people of Sealdah (Big Bazaar) with the help of purposive sampling method and for analysis purpose we mainly used different statistical tools and techniques like ANOVA. Grocery. the scenario is going to become more competitive and attractive. Bharati-Walmart and others enter the fray. Change in consumer behavior. this report was commissioned to examine the customer awareness and buying behavior in Big Bazaar.Executive Summary The phenomenon of organized retailing. Simple Regression and Multiple Regression.
The India Retail Industry is gradually inching its way towards becoming the next boom industry. eating or engaging in other activities. tailoring store formats to changing Indian lifestyles and adapting products and services to their desires. A large amount of additional time is spent thinking about products and services. manufactures cut back production. the goods people eat and the manner in which they use them significantly influence how they live their daily lives. For this reason consumer behavior is said to be applied discipline. unemployment increases and retail sales also goes down. talking to friends about them. retail trade is one transported to final consumers. In retail customers are first and last. intensification of competition with the emergence of new players has made it difficult to achieve the forecasted success. this report was commissioned to examine “customer awareness and buying behavior in retail-A case study on Big Bazaar (Kolkata)”. In addition. the most important reason for studying consumer behavior is the significant role it plays in our lives. accounting for over 10 per cent of the country’s GDP and around 8 per cent of the employment. The word “Retail” is derived from French word with the prefix re and the verb trailer meaning “to cut again”. and seeing or hearing advertisements about them. So. Change in consumer behavior. Evidently. Future Group faces a formidable competition from the unorganized and organized sector. Future Group makes every effort to delight its customers. But when sales go down.Introduction The India Retail Industry is the largest among all the industries. Consumer’s behavior is often studied because certain decisions are significantly affected by their behavior or expected actions. Much of our time is spent directly in the market place. The level of retail sales is one of the most useful barometers of the nation’s economic health. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. These general concerns 8 . So. In a general sense. evaluate what are the actual needs of customer for providing quality goods or services to the local or wider community. This research is vital for the Future group to give the proper services to consumers.
.g. However... The behaviour of consumers while shopping or making other marketing decisions. and dispose of products. One "official" definition of consumer behaviour is "The study of individuals. The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how The psychology of how consumers think. family. or ideas to satisfy needs and the impacts that these processes have on the consumer and society. and select between different alternatives (e. How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer. products.g. groups. reason. it brings up some useful points: Behaviour occurs either for the individual.g. use. experiences. and retailers). secure. The psychology of how the consumer is influenced by his or her environment (e. or in the context of a group (e. signs. brands. How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer. culture. many seek to understand the behavior of consumers for what are thought to be more immediate and tangible reasons. feel. The main reason behind this project was to find out the behavior of the consumer buying behavior while shopping at mall because most of the population surveyed preferred to shop at malls and how day by day the consumers demands are increasing and through this project I came to know that what are the various behavior of a typical customer who shops at mall. services. media). or organizations and the processes they use to select. 9 ." Although it is not necessary to memorize this definition.alone are enough to justify our study of consumer behavior. Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome. friends’ influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).
aggressive marketing of high fat foods. motor oil being sent into sewage systems to save the recycling fee. we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers.e. A second application is public policy. Although physicians were instructed to warn their female patients of this. In the 1980s. because this may influence how a product is best positioned or how we can encourage increased consumption. By understanding that new products are usually initially adopted by a few consumers and only spread later. a near miracle cure for acne. to the rest of the population. we learn to schedule snack advertisements late in the afternoon. The impact of consumer behaviour on society is also of relevance. Consumer behaviour involves the use and disposal of products as well as the study of how they are purchased. the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers. 10 . Consumer behaviour involves services and ideas as well as tangible products. and then only gradually. or aggressive marketing of easy credit. For example. since they will in turn influence many subsequent customers’ brand choices. by understanding that consumers are more receptive to food advertising when they are hungry. For example. To get consumers’ attention. or garbage piling up at landfills) this is also an area of interest. was introduced. Accutane. Since many environmental problems result from product disposal (e. Accutane resulted in severe birth defects if taken by pregnant women.. may have serious repercussions for the national health and economy. for making better marketing campaigns. a number still became pregnant while taking the drug.g. Unfortunately.. Product use is often of great interest to the marketer. There are four main applications of consumer behaviour: The most obvious is for marketing strategy—i.
was deemed to be infeasible. we will also need to analyse our own firm’s strengths and weaknesses and those of competing firms. however.g. Suppose. Social marketing involves getting ideas across to consumers rather than selling something. for example. For example. patents. Common sense suggests. however. knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain. 11 . Fishbein created a campaign that encouraged the cleaning of needles in bleach before sharing them. for example. This. went on sabbatical to work for the Centres for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. a marketing professor. a goal that was believed to be more realistic. is likely to consider repositioning toward our market. Finally. market knowledge. Dr. in this case. In practice. and awareness of its brands) against pressures it faces from the market. that we make a product aimed at older consumers. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. would be if we could get illegal drug users to stop. technology. we need to assess conditions (the marketing environment). There are several units in the market that can be analysed. In other words. However. Our main thrust in this course is the consumer. The best solution. As a result. a shrinking market.. we need to examine its assets (e. To assess a competing firm’s potential threat. a recession may cut demand dramatically. obviously. studying consumer behaviour should make us better consumers. you often pay a size premium by buying the larger quantity. that if you buy a 64 liquid ounce bottle of laundry detergent. using knowledge of consumer attitudes. Marty Fishbein. A competing firm that targets babies. As a final benefit. a growing segment. you should pay less per ounce than if you bought two 32 ounce bottles. although we may have developed a product that offers great appeal for consumers.
consumer finance. sports goods and much more at prices that will surprise you. Big Bazaar is not just another hypermarket. retail media. crockery. has over 1000 stores of its leading retail formats include. a chain of fashion outlets. cutlery. Big Bazaar plans to add much more to complete your shopping experience. pantaloons Retail (India) Limited operates over 7 million square feet of retail space. insurance. utensils. Depot.000 people. is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. At Big Bazaar. asset management. Some of its other formats include. food Bazaar. a supermarket chain. The company’s leading formats include Pantaloons. convenience and quality and Central. bazaar and Star and Sitara. The group’s flagship company. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers.com. touch and feel of Indian bazaars with aspects of modern retail like choice. With the ever increasing array of private labels. Big Bazaar. Top 10. retail spaces and logistics. The company also operates an online portal. a chain of seamless destination malls. you will definitely get the best products at the best prices . blends the look. a uniquely Indian Hypermarket chain. Fashion Station. Shoe Factory. Headquartered in Mumbai (Bombay).Company Profile Big Bazaar Pantaloons Retail (India) Limited. Brand Factory. It caters to every need of your family. Blue Sky. has over 1000 stores across 53 cities in India and employs over 25. Future group Future group is one of the country’s leading business groups present in retail. it has opened the doors into the world of fashion and general merchandise including home furnishings.that’s what they guarantee. futurebazaar. all. And this is just the beginning. 12 . the company operates over 7 millions square feet of retail space.
Store Locations 13 . Food Bazaar. Brew Bar and Bowling Co. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. future Money and online retail format. Big Bazaar. Future group includes. The group’s joint venture partners include Italian insurance major.com. futurebazaar. Depot. Blue Foods and Liberty Shoes. Future Capital Holding.Rewrite rules. Retain values. “deliver Everything. generally. Future Capital Holding. Central. Staples Inc.” The group considers” as a core value and its corporate credo is.Pantaloons. the group ‘s financial arm. Future Generally India Indus league clothing and Galaxy Entertainment that manages sports Bar. Us-based stationery products retailers. Everywhere. Every time to every Indian consumer in the most profitable manner. Ozone. French retailer ETAM group. Future Group’s vision is to. Home Town. focuses on asset management and consumer credit. and UK-based Lee Cooper and India-based Talwalkar’s.
5% to almost 25% of the total retail market by 2018. It is currently around 12 per cent.44 billion turnover in 2007-08 as against US$ 16. Per capita 14 . this sector has witnessed a lot of interest from both domestic and global players.Literature Survey Indian Retail Market and Growth of SMEs The retail market in India is estimated at about US$ 410 billion and constitutes about 60% of private consumption and about 35% of India's GDP. Organized retail in India raked in US$ 25. Simultaneously. who have committed investments worth US $30 billion. India has one of the largest numbers of retail outlets in the world. the entry of domestic and international organized players is set to change the scenario. a whopping growth rate of 49. In recent years.73 per cent (according to the Credit Rating and Information Services of India). With Indian GDP expected to grow at 7-8 % in the next coming years. The Indian retail market is the fifth largest retail destination globally.99 billion in 2006-07. which will lead to increase in the share of modern retail from the current 4. Of the 12 million retail outlets present in the country. Though the market has been dominated by unorganized players. The current size of the Indian retail industry stands at $511 billion in 2008. nearly 5 million sell food and related products. Organized retail has increased its share from 5 per cent of total retail sales in 2006 to 8 per cent in 2007. modern retail is likely to increase its share in the total retail market to 22 per cent by 2010. the retail market is expected to touch US $860 billion by 2018.
Statistically. Source:http://india. ft in the U S). as compared to 20% in the USA.omretail. 15 . ft (compared to 16 sq.781 bn. The Total Retail market size in India at the end of 2007 was Rs 12.omretail. India's per capita retailing space is thus the lowest in the world.com The organized retail market breakup is as shown below.retailing space is about 2 sq. Clothing and Textile has the largest pie of organized retail market since Grocery. The following graph shows an overall trend of the global retail revenues. Also they have much more opportunity. Around 7% of the population in India is engaged in retailing. Food and Beverage constituted a whopping 74% of the market followed by clothing and textiles at 9%. the global retail industry is witnessing a CAGR of 5.com From the above scenario we told that Big Bazaar faces a formidable competition from the organized and unorganized retail sector. Source: http://india.5% is slated to grow at the same rate till 2009.
rational and intentional in nature rather than mere response to the environment. Hughes and Kapoor 2011). Consumer buying behavior is related to the behavior of an individual. which is related to the purchasing of any product of services. i. One of the famous behaviourists.e. With regard to the nature of buying behaviour. Additionally. On the other hand. discover the information. which are linked with the purchase of products for personal or household use. Analysis for the buying behavior of the consumer helps the organization to understand the various aspects of the customers such as reason of buying a particular product. People buy what they 16 . identification of the problem. It refers to those actions. Alhadeff (1982) represents buying behaviour as the outcome of the relative strengths of conflicting approach and escape behaviours. buying the product and evaluating the usages after purchase or utilization (Pride. the behaviourists consider it as a response to a reinforce. Etc. the cognitive perspective views buying behaviour as more voluntary.They easily find out which areas are their target areas and where their improvement essential. while the cognitive approach puts its accent on individual’s free will and intentional. The customer buying behavior majorly depends on five steps. Some major perspectives in psychology such as behaviourism and cognitivist have formulated different theories to explain buying motivation and behaviour. it also helps in understanding the source from which the customer gets information to buy the products (Lancaster and Massingham 2010). The behaviourists stress the process of operant conditioning and individual’s history of reinforcement. Psychologists have long been interested in the topics of buying and shopping behaviour. Different marketing strategies are followed by different retail stores in UK that effectively helps the companies to retain the old customer and attract the potential customers in order to prepare a strong customer base for the organization. voluntary action. finding the alternatives. each of which is determined by its own reinforces. With the help of different marketing strategies organization tries to influence the buying behavior of the customers to increase the sales revenue and to generate profits. The views of these two perspectives can be examined in terms of the nature of buying behaviour and the process of choice.
Etc. The behaviourists propose that consumer choice begins with an external stimulus such as an advertising message or word-of-mouth communication. 1975). although the behaviourists and the cognitive theorists have different ideas of the content of choice. They consider the choice of buying as a rule-following behaviour Etc. inclined. mental deliberation and psychological decision. therefore. To the behaviourists.want to buy and their reasons for buying embrace "whatever consideration induced. the behaviourist and the cognitive theorists have different views on the process of choice when buying. the cognitive theorists present choice of buying as an outcome of internal. However. 17 . weighed with or decided them to buy" (Beck. the cognitive psychologists adopt a different approach to explain the process of choice. On the other hand. Etc. Based on their different conception about the nature of buying behaviour. the only way of acting in a given set of circumstances defined in terms of controlling contingencies. they do share similar view on the unconscious feature of choice (rather involuntary response to discriminative stimulus and the following of rules). choice of buying is simply behaviour. Actually.
their pre and post behavior when they buy. 18 . The project encompasses the various behavior of customer. The project work involves specific guidelines for the organized retail and helps them to understand better the consumer buying behavior. Try to identify the various Products that customers frequently purchase from Big Bazaar. this project is useful for the better understanding of the consumer behavior. To evaluate the most effective offers to the Big Bazaar customers.Objective To understand profile of the customers of Big Bazaar and also try to find out various convenience and scope of advertisement. Make a comparison between ATL (above the line) and BTL (below the line) campaigns on the customers. mostly consumer perceptions are changing and most of the consumer now prefers to shop in super or hyper market store. Scope of the project The market survey has done in store and catchment area. There is also overview of the consumer’s attraction towards organized retail.
Limitations Time constraint The allotted time to conduct the survey was 60 days. Therefore it became a bit difficult to cover the store and catchment area of Sealdah (Kolkata). Mon-interest. poor understanding. Reliability of data Reliability of data always remains a prime concern when humans are surveyed. Availability of data Non-willingness of the respondents to answer the questionnaire was also a hurdle. unclear questions. inability to think instantly and customer biases creeps in apprehensiveness in the minds of the researcher while tabulating and analyzing the data. 19 .
Methodology Methodology wills common parlance refers to a search for knowledge. making deductions mil reaching conclusion. Data on a number of characteristics from the sample elements are collected and analysed. organizing and evaluating data. a movement to the known to the unknown. “Research comprises defining and redefining problems. The whole activity is divided into various parts and after compilation of that we reach at certain findings. which enable us to marketing decision.” In this project. Research design used in this project is Single Cross-sectional design where one sample is drawn from a population of interest. According to Clifford Woody. formulating hypothesis or suggested solutions. collecting. we gathered and analysed of the data concern with an objective. 20 . In this research design a cross sectional study is concerned with a sample of elements from a given population. It involves the diagnosis of information needed and the selection of the relevant and inter-related variables. thereby making research efficient possible yielding maximal information with minimal expenditure. Research problem How Customer Awareness and Buying Behavior are changes at Big Bazaar? Research Design Research design is an arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to research purpose with an economy in procedure. One can also define also research as a scientific and systematic research for pertinent information a specific topic. and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis. Research is an art of systematic investigation. Some people consider research as a movement. Research design is needed because it facilitates the smooth ailing of the various research operations.
It included 17 questions and 300 customers and 150 people of catchment area were given the questionnaire and response was taken from them. Secondary sources are previous store record and internet. The secondary data are those which have been collected by someone else and which have already been passed through statistical process. Chart. This research is a mainly descriptive research. depending on the objectives and prior knowledge on the issue(s) being examined. which are collected a fresh and for first time and thus happen to be original in character. Exploratory. graphs and statistical tools will be used for presentation of data for easy understanding and interpretation. Descriptive and Causal. the degree to which product consumption varies with different types of users.Description type of research design we followed for the purpose of the research Marketing research studies can be broadly classified into three basic types namely. Descriptive Research Descriptive studies attempt to determine the frequency with which something occurs or the relationship between two phenomena. I try to identify the characteristics of users of certain product. 21 . The data obtained by descriptive research is put too much statistical analysis and determine the list of variables to be investigated and state how these variables are to be measure. Data has been collected by the researcher by Primary sources such as questionnaire and personal interview. Research Plan Research Approach : SURVEY METHOD Data Collection Method The primary data are those.
The questions were limited in numbers simple direct and unbiased technology was adopted. definite and predetermined questions. Each questions contributed to the research objective here questionnaire is structured types means there are concrete. The questionnaire had a mix type of open ended. closed ended and multiple choice questions. 22 . verbal and written stimuli and receives oral resonances.Data Collection Instruments Questionnaire Personal Interviews Designing the Questionnaire The questionnaire was carefully developed tested and debugged before they were administered on a large scale. The questions are presented are exactly same wording and in the same an order to all respondents. Two purposive communications between interviewer (researcher) and the respondent (subject) aimed at obtaining and recording information pertinent to the subject matter to study. The interviewer resents oral. Personal Interviews Personal interview is mostly commonly used method of data collection.
The list of nearby and extended catchment areas: Name Maulali Beliaghata College Street/Razabazar Entally Park Circus Dhakuria Jadavpur Bagha Jatin Garia Narendrapur Sonarpur Bidhyadharpur Champahati Ghutiari Sharif Taldi Canning Bidhannagar Dumdum Belgharia Distance from Store(K M) 2 2.5 1.5 2 3 6 8 10 13 14 16 17 20 26 30 35 4 6 12 Bus Route Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No No No No Yes Yes Yes Auto Route Yes Yes Yes Yes N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 Train Route No No No No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Location Nearby Location Nearby Location Nearby Location Nearby Location Nearby Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location 23 .About the Survey Survey Title: “Customer Awareness and Buying Behaviour In Retail – A Case Study on Big Bazaar ( Kolkata )” Target Population: All customers of the store and all people of the catchment area of the store Sample Frame: This sample frame was provided by the Future Group for catchment area analysis (BB-Sealdah).
Agarpara Sodepur Kharda Titagarh Barrackpore Palta Ichapur Shyamnagar Jagaddal Kakinara Naihati Halisahar Kachrapara Kalyani Liluah Belur Bali Uttarpara Hindmotor Konnagar Rishra Srirampur Sheorafuli Bhadreswar Baidyabati Chandan nagar Chinsura Hoogly Bandel 15 17 18 21 23 25 28 30 33 36 38 42 46 48 28 27 26 27 28 29 30 31 32 35 34 38 39 40 42 Yes Yes Yes Yes Yes No No No No No No No No No Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 N0 No No No No No No N0 N0 Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location Extended Location 24 .
F 0. Sample Size 300 respondents in store and 150 respondents from catchment area Time The survey of 450 respondents was finished in two months. On the basis of this information can it be conclude that the average sales of different sex are significantly different the mean sales are different for different age groups? (test at 5% level of significance) [F 0. 22 25 . income.3 =10. Under non-probability sampling organizers of enquiry purposely select particular unit of universe for constituting a sample on the basis of the small mass that they so select out of huge one will be typical or representative of the whole adequate consideration was taken to bring a heterogeneous group in terms of age.1.3 =9. 01 H : The average sales of different sex are significantly different. 02 H : The mean sales are different for different groups.13 ] Solvation Part Here the null and alternative hypotheses are H : The average sales of different sex are not significantly difference.28. Non-probability sampling is that sampling procedure which does not afford any basis for estimating probability that each item in population has being included in the sample. occupation etc.Sampling Method Non-probability sampling was used. to make the results credible.3. For Analysis purposes following techniques are used ANOVA ANALYSIS Problem formed The following represent the sales of store by male and female of four different age categories.05. 11 H : The mean sales are not different for different groups.05.
Y =Sales X= No of Customers Multiple Regression Analysis Method Details The simple regression equation is given by: Y=b0 + b1x1 + b2x2 + b3x3 Then normal equations of a linear regression are: ∑ Y = nb0 + b1 ∑ X1 + b2 ∑ X2 + b3 ∑ X3 ∑ X1Y = b0 ∑ X1 + b1 ∑ X12 + b2 ∑ X1X2 + b3 ∑ X3X1 ∑ X2Y= b0 ∑ X2+b1 ∑ X1X2+b2 ∑ X22+b3 ∑ X3X2 ∑ X3Y=b0 ∑X3+b1 ∑ X1X3+b2 ∑ X2X3+b3 ∑ X32 Where..1.(2) 0 1 2 Where. b are the least squares of β . Y= no of total customers X1= no of customers for staples X2= no of customers for apparels X3= no of customers for others 26 .For two –way ANOVA analysis : Simple Regression Analysis Method Details TSS= BSS + RSS + ESS The simple regression equation is given by Y =β +β x 1 If. Then normal equations of a linear i i regression are: ∑Y =n b + b ∑x ……………………..(1) 0 1 ∑x y = b ∑x + b ∑x …………………. i= 0.
00% 80. For the all over improvement.00% 40. Beauty goods and Toys and Sport Goods.00% Graph: 1 Source : Departmental Store From the above graph:1 we easily identify Home Improvement department performed badly and improvement essential for this department. 27 . So.ACV% 120.Data Tabulation: Analysis & Interpretation 1) Sales of different departments of BB.00% 20. more of the customers are male in Sealdah Big Bazaar. we proceed to know the actual customer need and buying behavior. it is essential to know at present customer needs and buying behavior.00% 60. 2) Table:1: Description of sample: This pie chart indicates that. Fashion.00% 100. The main profitable products are Food Bazaar.00% 0.Sealdah (Kolkata) at the year 2010 REVNSV.
f. 01 Quantitatively sexes have no effect on sales but qualitatively it has more great effect on sales. 02 Again the calculated value of F for sex (=8.3) Table:2: Relationship between sex and age regarding sales(no of bags in hand): Table no:2. we accept the null hypothesis (H ) and conclude that the average sales of different sex are equal. 28 . at 5% level of significance.257) is greater than the corresponding tabulated value of F with (3.3) d. at 5% level of significance. we reject the null hypothesis (H ) and conclude that four age groups do differ to mean sales. Therefore. 4) Table:3: Two way ANOVA table: Table no:3: shows that the computed value for age groups (=44.3) d.f.696) is less than the corresponding tabulated value of F with (1. represents the sales of store by male and female of four different age categories.
Of Bags In Hand) 186 267 157 73 683 Percentage (%) 16-30 31-45 46-60 61-75 Total 27. 6) Table:5: Favorite offer periods to visit Big Bazaar: Offer Periods Wednesday Bazaar Any Weekend Monthly Bachat Bazaar Not Known Others Total No of Responde nts 105 60 48 57 30 300 Percent age (%) 35 20 16 19 10 100 Table (5) shows that Monthly Bachat Bazaar(16%) is not so exiting offer period at Big Bazaar but Wednesday Bazaar(35%) is a exiting offer period because it is the cheapest day of the week ( A free potato and onion offer is given to the customers).This table also shows that 19% of the customers are not known any type of offer. 29 .69 100 The table (4) shows that 39.09 % and 27.09 22.99 10.23 39. The more profitable age group is 31-45 age groups.5) Table:4: Sales of different age groups at Big Bazaar: AGE Groups SALES (No.23% of sales are coming from 31-45 and 16-30 age groups respectively. They are A-class type of customers of Big Bazaar.
The fitted regression equation isCorrelations coefficient (r r = xy Y = -5. we want to evaluate that how much sales is dependent on various offer periods also if one unit offer increase then sales increase or decrease. Here. positive correlation indicates Y means sales tends to increase as X means offers periods are increases.5146 x ) is given by xy r xy = 0. 94.5146 and any offer not given then sales decrease -5. In other words. If one unit offer increase then sales increase 2.62% of variation of sales (y) remains unexplained by x. 30 .676 . )/√ ( )√ ( ) 2 and r xy =0.7) Table:6: The Effect of various offer periods to the Big Bazar Customers (analysis by simple regression) With the help of table(6).676 + 2.9715 ( . 5.9438 That is.38 % variation of sales (Y) is explained by the independent variable various offer periods (x).
31 . TV (16. Own 2 Wheeler) Own 4 Wheeler Total No of Customers 150 40 50 40 20 300 Percentage (%) 50 13. For this reason.33 16. Sealdah store circularly connected with the train routes.67 100 Table (7) shows that the both ATL and BTL activities are important for promotion.33 20 18.67 100 Modes of communication of customers are more depend on the geographical location of the store.67 10 6.67 13. Store (18.33 6. 9) Table:8: Different mode of communication are used by customers to come Big Bazaar (Sealdah): Mode of Communication Train Auto Public Bus Others (Walking.33 16.33%) and outdoor (10%) are more effective.67%) and Newspaper (20%) are more effective and in BTL. this table (8) also indicates that most of the customers are coming by train (50%).8) Table 7: The effect of ATL and BTL Campaign on customers: ATL and BTL Campaign Name Experience over period of time Newspaper Store TV Outdoor Others(Radio. WOM) Total No of Respond ents 85 60 55 50 30 20 300 Percenta ge (%) 28. In ATL.
VM) Brand Name Quality High Others(Price low.33 10 15 300 99. AC. most of the customers are coming at Big Bazaar for Hypermarket Facility (33.99 Table (9) shows that.33%) and Store Atmosphere (28. Brand reputation (13.10) Table:9: Why customers are most like to shop at Big Bazaar: Factors Hypermarket Facility Store Atmosphere (Cleanness. product Variety. 32 .33%) and quality of the products (10%) also low in customers mind.33 28. music.33). store design and layout. price + quality high) Total No of Customers 100 85 Percentage (%) 33.33 40 30 45 13. employees behavior.
CATCHMENT AREA ANALYSIS (BB-SEALDAH) 11) Table:10: SURVEY COMPLETED WITH THESE AREAS: NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 NAME Agarpara Amar Street Bali Barackpur Baruipur Beleghata Belgharia Bidhannagar Dumdum Halisahar Ichapur Jadavpur Kakurgachi Kalyani Kestapur Kharda Moulali Narkeldanga Palta Park Circus Razabazaar Shrirampur Sodepur Sonarpur Titagarh 33 .
The regression table is given in appendix So. Fruit and Vegetables) 9 159 231 216 9 1 2 3 4 126 288 336 180 108 81 81 69 60 48 5 165 N. the fitted regression equation is : Y=736.126+31.12) Table :11: Customers are not coming from these areas: No 1 2 3 4 5 6 7 8 9 10 11 13) NAME Agarpara Amar Street Bidhannagar Garia Halisahar Shrirampur Titagarh Jadavpur Barackpur Kharda Beleghata Table:12: Which Product Influenced More On Customer's Buying (analysis by multiple Regression): Territory No of Visits (one Year) 216 528 636 456 Staples Apparels Others (Furniture. 34 .20. Customers are more influenced by the Grocery and Staples item. Electronics.B.052X2.617X3 So.695X1.64.
67%) of the products are high in consumers mind. 35 .14) Table:13: Why customers are not coming to Big Bazaar (Sealdah): Factors Price High Don’t know Brand name Others(Communicatio n Problem.67 33. Matching Things low) Total No of Customers 21 15 9 45 Percentage 46.33 20 100 Table (13) shows that the same picture that brand reputation (33. But here a new factor is evaluated that price (46.33) is low in customers mind.
The main claims of the people who are not coming to Big Bazaar that the price rate of commodities are high. For most of the respondents. Advertising plays a very crucial part in the consumer decision making process. Almost 40% of customers are attracted by TV and Newspaper advertising. Wednesday Bazaar and Any Weekend are most popular offer period among all offer periods. In this study we found that most of the customers are male and they belong 16-45 age groups. rest 20% are not known any offer periods. 36 . Word of mouth is a sharp weapon of advertising but here its effectiveness is very low. From analysis we find out that most of the people are affected and attracted with offers and schemes. 80% of customers liked to shop in a particular offer period.Conclusion Consumer Behaviour is important for any retail specially it is also for Big Bazaar because curtain decisions are significantly affected by consumer Behaviour. Customers are more price-conscious. quality plays a very important role because most of the respondents said that they want quality products’ and that’s also one reason for most of the respondents sticking to particular brands. But.
Make it a club-like atmosphere. but young. If one week buying crosses a limit then provide some free cold drinks and snacks. 37 . This offer period is highly popular for potato and onion offer. well-informed men and women. Promoting this offers by only mobile messaging and mailing. like technology products. This type of exciting offers may start for any weekend and Monthly Bachat Bazaar. Offers are: Free Food Festival (if one person’s total buying in one month exceeded Rs-4000/00 then he got a food coupon (Rs-200) of Chowpatti for a fixed date. Offer men-only shopping events early in the evening to catch men after they finish work for the day. Position merchandise of special interest to men. Wednesday Bazaar is more accustomed by the consumers.Recommendations The following suggestion can be given to Big Bazaar (Sealdah) Offer personal shoppers for men who can guide them to the best values for the needs they express. next to women's departments. Give upcoming offer period details back side of the bill (pay receipt) and on the packing bag. Free grocery and staples festival (in same way). Personal shoppers should not be older women. We can put them on the rewards card program or we can send them a monthly newsletter reminding them of all the specials you have both in the retail store and online. Place male oriented brochures and point-of-purchase displays in women's clothing sections.
Because buying behavior of a family more influenced by the kids. Radio Channel: 98.93. The trend today has been to combine shopping with various offerings for example in a mall apart from shopping a customer enjoys food courts. It is more essential to attract the kids to the store. T V Channel: Colors. Newspaper: Anandabazar.106. Some kid’s activities and contests are performed by store like Back to School etc. Gather the stock of kid’s comic books. 38 . I. III.5( FM) Customers are becoming price conscious they are having many options in the market considering the consumer buying behavior the malls and other shopping centres should take certain definite steps like retaining customers by giving those schemes discounts and better service. So. Starananda.92. The Telegraph. From this research report. II. Star Jalsha. Bartaman. StarSports. Giving advertise (kids game and garments) in some cartoon channels to attract the kids. the followings ATL and BTL mediums are more effective.3.7. Sony. we concentrate more to improve our food courts.2. Times of India.
Fourth Edition by David L.com www.futuregroup.google.com 39 .References Books Consumer Behaviour.com http://india. Delia Bitta Principles of Marketing.Ramanuj Majumdar Statistics For Business Decisions. J. K.Philip Kotler and Gery Armstrong (7 th addition) Marketing Research-G C Beri Marketing Research. Das Magazines India Today Business Today Websites www.omretail. London and Albert J.Dr.
Annexure 40 .
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