A Study On Impulse Buying Behavior of Customer With Reference To Supermarkets

A PROJECT REPORT ON
“A STUDY ON IMPLUSE BUYING BEHAVIOR OF CUSTOMER WITH
REFERENCE TO SUPERMARKETS”
Submitted in partial fulfilment of the requirements for the

award of the Degree of
MASTER OF BUSINESS ADMINISTRATION

of
BENGALURU NORTH UNIVERSITY
By
Roopa M D
MB191838
Under the guidance of
PROF. RIDHIMA UTREJA
Assistant Professor
KRUPANIDHI GROUP OF INSTITUTIONS
DEPARTMENT OF MANAGEMENT STUDIES

Bangalore-560035
Batch: 2019-2021
A PROJECT REPORT ON
“A STUDY ON IMPULSE BUYING BEHAVIOR OF CUSTOMER WITH

REFERENCE TO SUPERMARKETS”
Submitted in partial fulfilment of the requirements for the

award of the Degree of
MASTER OF BUSINESS ADMINISTRATION

of
BENGALURU NORTH UNIVERSITY
By
Roopa M D
MB191838
Under the guidance of
PROF. RIDHIMA UTREJA
Assistant Professor
KRUPANIDHI GROUP OF INSTITUTIONS
DEPARTMENT OF MANAGEMENT STUDIES

Bangalore-560035
Batch: 2019-2021
GUIDE CERTIFICATE
This is to certify that the project titled “A STUDY ON IMPULSE BUYING BEHAVIOR
OFCUSTOMER WITH REFERENCE TO SUPERMARKETS” is an original work of
ROOPA MD., bearing Reg. No. MB191838 and is being submitted in partial fulfilment for the
award of the Master’s Degree in Business Administration of Bengaluru North University. The
report has not been submitted earlier either to this University /Institution or any other institution
for the fulfilment of the requirement of a course of study.
SIGNATURE OF THE GUIDE
PLACE: BENGALURU
DATE: ------------------------
DECLARATION
I here by declare that the Project report entitled “A STUDY ON IMPULSE BUYING
BEHAVIOR OF CUSTOMER WITH REFERENCE TO SUPERMARKETS” Submitted to
Bengaluru North University in the partial fulfilment of the requirement for the award of Degree of
Master of Business Administration is a record of bonafide and independent internship report
carried out by me. This report does not form part of any previous reports submitted to this
university or any other university for the award of any degree/ diploma/associate ship or other
similar title.
Roopa M D
MB191838
ACKNOWLEDGEMENT
I proudly utilize the opportunity to express my heart full thanks to Dr. Suresh Nagpal,
Chairman of Krupanidhi Group of Institutions, Bangalore and Dr. Sarita Iyer, Dean,
Department of Management Studies for their valuable advice and encouragement for carrying
out this project.
My special thanks to faculty guide, PROF. RIDHIMA UTREJA, Assistant Professor,

Department of Management Studies, who guided me with full support in completing my project
through her constant encouragement and suggestions.
I thank all other Faculty members of Department of management studies for their continuous
support in carrying out this project.
I offer my humble and sincere thanks to my beloved parents who are the never-ending source
of inspiration to me.
Roopa M D
TABLE OF CONTENTS
Chapter CONTENTS PAGE NO
1 Introduction 1-6
2 Industry profile/Profile of the Respondent 7-31
3 Research Methodology 32-34
4 Data Analysis and Interpretation 35-62
5 Findings, Suggestions, and conclusions 63-66
Bibliography
Annexure
LIST OF TABLES
1 Table showing age 35
2 Table showing gender 36
3 Table showing education 37

4 Table showing occupation 38
5 Table showing annual income of respondents 39
6 Table showing marital status of respondents 40
7 Table showing sample distribution of frequency of purchase 41
8 Table showing, I felt spontaneous urge to buy when I see 43
9 Table showing, I felt I wouldn’t be able to get it off my mind until I 45

bought
10 Table showing I really did not consider the consequences of the 47
purchase when I bought
11 Table showing, I bought without much hesitation 49
12 Table showing What is the most widely recognized product which 50

you will purchase on impulse from the Big Bazaar
13 Table showing Which strategy motivates to make impulsive purchase 51
14 Table showing impulsive buying behavior in previous purchase of

grocery items for customers from different stores
14 Attractive display of product in store 52

15 Behavior of sales person 53
16 Popularity of products 54
17 Prior recommendation from family, friends and experts 55
18 Requirements of products in festival seasons 56
19 Various schemes (like buy one get one free) 57
20 When I go shopping, I buy things that are not on my shopping list 58
21 Even when I see something I really like, I do not buy it unless it is
planned purchase 59
22 I avoid buying things that are not in my shopping list. 60
23 It is fun to buy expectedly 61
24 I do not buy until I can make sure I am getting a real bargain. 62
LIST OF GRAPHS
1 Graph showing age 35
2 Graph showing gender 36

3 Graph showing education 37
4 Graph showing occupation 38
5 Graph showing annual income of respondents 39
6 Graph showing marital status of respondents 40
7 Graph showing sample distribution of frequency of purchase 41

8 Graph showing I felt spontaneous urge to buy when I see 43
9 Graph showing I felt I wouldn’t be able to get it off my mind until I 45
bought
10 Graph showing, I really did not consider the consequences of the 47
purchase when I bought
11 Graph showing, I bought without much hesitation 49
12 Graph showing What is the most widely recognized product which 50

you will purchase on impulse from the Big Bazaar
13 Graph showing Which strategy motivates to make impulsive purchase 51
14 Graph showing impulsive buying behavior in previous purchase of

grocery items for customers from different stores
14 Attractive display of product in store 52

15 Behavior of sales person 53
16 Popularity of products 54
17 Prior recommendation from family, friends and experts 55
18 Requirements of products in festival seasons 56
19 Various schemes (like buy one get one free) 57
20 When I go shopping, I buy things that are not on my shopping list 58
21 Even when I see something I really like, I do not buy it unless it is
planned purchase 59
22 I avoid buying things that are not in my shopping list. 60
23 It is fun to buy expectedly 61
24 I do not buy until I can make sure I am getting a real bargain. 62
EXECUTIVE SUMMARY
Any company's main objective is to generate profits, raise sales revenue, evaluate consumer
expectations and desires, meet the needs and grow the business. To order to do so, you need more
discounts and price deals to draw customers.
The retail industry in India is changing and the sudden purchasing behavior of people in the
supermarket is changing greatly. Understanding the relationship is important to vendors.
The retail sector on the Indian market is a permanent evergreen business segment and every retail
company on the market is battling alone. Holding customers minds and keeping customers
long. The current retail sector is moving rapidly towards the next sector. In India, the Supermarket
has an advantage. Encourage customers to buy products without specific lists through promotions,
offers, exhibitions, window shopping and more. Discounts, coupons, combo, truth, low-cost
customers can buy products without special lists. The full study report is based on the client's
impulsive buying behavior in relation to different supermarkets. The research titled “A study on
impulse buying behavior of customer with reference to
Supermarkets”
In order to understand client intentions prior to impulsive transactions and to understand the
behavior of the client in order to obtain impulsions, the SPSS software package takes into account
various demographic parameters, such as gender, age, education qualifications, employment, etc
CHAPTER:1
INTRODUCTION
A STUDY ON IMPULSE BUYING BEHAVIOR OF CUSTOMER WITH REFERENCE TO
SUPERMARKETS
CHAPTER-1
INTRODUCTION
Indian Retail is experiencing one of the restless marketing operations ever. The organizations are
struggling to win consumer's hearts. An upcoming sector does have a first-mover advantage in
India. This is the case in India. It has caused many changes in people's shopping habits. It has
developed platforms that include all products under one roof at low prices. In this project, we will
analyze its marketing strategy and promotional activities. The main objective of any company is
to generate income, increase sales revenue, analyze the preferences and preferences of customers,
meet the requirements and develop the business. To achieve this, you need to attract customers by
offering more discounts and quality offers. The retail industry is evolving in India and there is a
big change in people's sudden buying behavior at retail stores. Vendors need to understand this
relationship.
Our lives as consumers are filled with preparation and significance. It is essential to sellers how to
schedule a customer's schedule. The business strategy involves those that help consumers define
key aspects of purchasing a future and influence consumer decision. When purchasing expected
goods, consumers create a list of things they want to purchase according to their needs and
financial position. Usually, consumers are prepared and bought by selling luxury items, including
electronic devices, jewels, and insurance policies. The purchasing plan is formulated by deliberate,
deliberate quest and assessment of reasonable, precise, and best decisions. Sustainable consumers
are designed almost entirely such as TVs, refrigerators, cars, and cookware. Sustainable products
are also well designed, such as housing, land, and insurance. Middle and low-class people usually
list for a month to buy and go shopping, groceries, detergents, toilet cleaners for customers the rest
of the month. Shampoo and so on. The decision to purchase a product or service unexpectedly
before you purchase it is unplanned. An impulse purchase is named those who are eager to make
these purchases. Those that plan to make these purchases are referred to as impulse buys. Expected
transactions and purchasing causes require calculated actions, such as consumers who call
purchasers before they buy goods or services. Purchases from stimuli may also be used for
expensive items such as vehicles and home appliances. This ensures that sales are made in all
department stores, which carry incentives, discounts, deals, and couples to consumers.
KRUPANIDHI GROUP OF INSTITUTIONS 1

SUPERMARKETS
1.1 INDUSTRY PROFILE:

Impulse buying is a form of encouragement. Customers can buy various items with preferential
price and quality under today's pools. Customers strike a better balance between efficiency,
reliability, creativity, and the price and convenience of shopping. Indian customer s are more
conservative according to surveys and economic recession. New retailers are using more options
to sell products of all kinds under the same roof.
Sudden sales are between middle-aged teenagers and grown-ups. When buyers are not brand-based
with abrupt transactions, they buy goods that provide discounts or other deals at the low cost of
the items
1.2 INTRODUCTION AND EVOLUTION OF SUPERMARKET

The concept of Supermarkets is not new to Indian consumers. In 2002-07, Indian food and drug
retailers had an average annual growth rate of over 70% annually. The colonial government in
Britain implemented the concept of supermarkets to allow its officers under one roof to access all
household goods. In Indian supermarkets, numerous shops are selling different kinds of basic items
and luxury goods. Such supermarkets focus mostly on urban or semi-urban areas. In the Indian
supermarkets, large and small retailers are usually mixed heterogeneously. Many of these
supermarkets are local and foreign distributors selling branded goods. Indian supermarkets sell
goods for every segment of the urban society with different price ranges.
1.3 INTRODUCTION TO RETAILING:

Retail is another varied and competitive sector. "This is a gigantic monetary significant activity
for developing nations." It makes the nation pay and property, empowers business, and brings
mechanical advances. "It gets business and creates money financially." "It's a critical piece of an
evolving world and an important source of employment." Since retailing is an uncommon state of
operation, a lot of work is needed to supervise operations. By giving goods and projects at
affordable prices and raising standards for daily comforts, retailing additionally benefits society
when all is said it is finished.
1.4 INDUSTRY SIZE

At CAGR, the retail industry crossed 13 percent to US$ 950 billion in 2018 and is expected to
reach US$ 1.1 trillion by 2020. In 2018, digital retail turnover is anticipated to grow to US$ 32,70
billion at an annual rate of 31 percent. Retail sales online are anticipated to rise to US$ 60 billion
by 2020. Off-line Indian retailers, also known as B&M, are forecast to raise revenue by Rs
100,000- 12,000 crore in FY20 ($1,39-2,77 billion). (USD 2,39-2,77 billion). India is projected to
become the world's fastest-growing market in e-commerce, led by heavy investment and rapid
growth in Internet usage. Indian e-commerce markets are growing, with high expectations from
various agencies.

SUPERMARKETS
1.5 EVOLUTION AND HISTORY OF RETAIL:

India's retail sector is the largest of all sectors, accounting for over 10 percent of GDP and about 8
percent of employment. India's retail industry has become one of the fastest-paced and most
competitive industries with numerous players joining the business. Because we have to compete
with other firms, however, there is a lot of initial investment and not all have been successful yet.
The Indian retail industry is becoming more and more industry of the next generation. The overall
idea of definition and purchase has changed the image and interest in the shape and action of
consumer transactions symbolizing the start of India's purchasing revolution. In the type of lively
shopping malls. Modern retailers have penetrated the Indian retail market with multi-store malls
and massive shopping, entertainment, and dining complexes. With a rise in female employees and
new opportunities in the service sector, an average young, 24-year-old nuclear family would be a
key factor in retail sector development in urban areas. Ordered retail and consumption growth
trends New entrepreneurs should adopt a growth map to help them penetrate India's retail industry.
The vast middle class and nearly unprofitable retailing in India are appealing to global retailers
looking to penetrate new markets, which will help India's retail industry expand rapidly.
1.6 THEORETICAL BACKGROUND OF THE STUDY

Marketing has long been in human civilization, and people in ancient times have only seen
marketing as sales and advertising, but in reality, they have recently been building good customer
relationships and interactions, analyzing needs, and fulfilling and satisfying their will. Marketing
is the most important factor in creating effective use of resources, and building a supply of market
managers in developing countries is an urgent task.
The word "market" includes all the resources of marketing and is related to providing all the goods
and services that the manufacturer or producer needs directly to the customer. Hyundai marketing
is spending competitors or expanding the market to increase the market share of existing products,
but all the challenges of a growth-oriented economy are to innovate new products and create new
markets. Multiplex malls and Mega Marts in major towns and cities in India are the new faces of
the modern retail world. In India, retail is growing with the entry of many domestic and foreign
players as one of the most competitive and increasingly rising industries. India is ranked 2nd in
developing countries based on the thirty developing countries' global retail growth index
established by AT Kearney 2019. Over the next five years, organized Indian retail is expected to
expand multi-faceted by evolving habits, growing disposable income, and favorable population
segments. Indian customers have shifted diametrically in shopping and impulse buying is a
remarkable behavior. In this sense, for modern retailers and, ultimately, researchers, the role of
impulse buying plays a significant role. Shoppers sometimes have a situation in which they are
forced to purchase something that they have not even heard about. Have you ever encountered
adding one bag of chips or a bar to a shopping cart while waiting for things to be counted, for
example, while shopping at the supermarket? If you've ever seen this happen, then you have been
a shill of an impulse shopping.

SUPERMARKETS
1.7 GOVERNMENT INITIATIVES

The Government of India has undertaken numerous initiatives to boost the Indian retail market.
Some of them are listed below:
• The Government of India should amend the Foreign Direct Investment (FDI) rules for food
processing to allow E-commerce companies and international retailers to sell Made in India
consumer products.
• The Government of India has, via the automatic route, authorized 100 percent FDI for online
retailing of products and services, thereby clarifying existing e-commerce companies in India.
RETAIL CONCEPT
The retail concept is a company-wide, customer-oriented approach to designing and executing a
marketing plan. It offers guidelines that all retailers will obey irrespective of their scale, channel
design, and medium of sale.
The definition of retailing encompasses four broad areas:
CONSUMER ORIENTATION
The supplier conducts a detailed analysis of the customer's needs and tries to fulfill those needs.
GOAL FOCUS
The retailer has straight-cutting targets and plans for achieving those goals.
MARKET-DRIVEN STRATEGY
The retailer provides a good market to the consumer, maintaining the price and quality appropriate
for the product of the target market
COORDINATED EFFORT
The commitment each of the company's operations is aligned with the target and is designed to
optimize its productivity and provide value to the client.

SUPERMARKETS
1.8 NEED OF THE STUDY

Different "consumers have different characteristics in their life that also influence their buying
behavior supermarkets.
To understand which category of the products are impulse
• To know the planned purchase intention of the customer before purchase.
• To identify the factors affecting impulse purchase.
• To access the purchase behavior of the customer concerning impulse Purchases.
1.9 IMPORTANCE OF THE STUDY

• In retailing, there is a strong end-user contact.
• A forum for advertising is the only point in the value chain.
• Transactions are typically in limited unit sizes at the retail level.
• Location is a key element in the retail sector.
• Services are as essential as core goods in most retail enterprises.
• There are a larger number of distribution units compared with other supply chain members.
This largely happens to satisfy geographic coverage and population density criteria.
BUSINESS MODELS IN RETAIL

India is dominated by local and conventional retailers and Indian-specific business models will
emerge. This section explores some of the business models established and unique to the Indian
countryside.

SUPERMARKETS
STORE BASED RETAILERS

This operates at fixed points of sale. Their stores will draw a significant amount of walk-in
customers and are situated. In general, retailers sell a wide range of products to attract clients
by using mass media advertising. These can be further categorized based
On various criteria such as:
I. Ownership
II. Strategy-mix

SUPERMARKETS
CHAPTER -2: INDUSTRY OR COMPANY PROFILE/
PROFILE OF THE RESPONDENTS
NAME OF THE COMPANY

Big bazaar
ADDRESS OF THE COMPANY

Big bazaar Badrappa layout,
Hebbal, Bangalore, Karnataka -560094
YEAR OF ESTABLISHMENT
Big bazaar in Hebbal was established in the year 2001 by Kishore Biriyani
NUMBER OF BRANCHES
214 stores across 90 cities and towns in India
HEADQUARTER
Mumbai, India
NATURE OF BUSINESS:
The future group makes every effort to delight its customers, tailoring store formats to changing
the Indian lifestyle and adopting products and services to their desires. Future Group operates some
of Indian’s most popular retail formats. Future group multiform at retail strategy caters to the
complete consumption needs of Indian customers.
The group is credited with creating some of India’s most popular retail chains. The hypermarket
chain, Big Bazaar is ranked amongst the top 3 service brands in the country.
Other retail chains include departmental store chain, central, outlet stores chain, brand factory,
sportswear chain, planet sports, home improvement and consumer durables chain, home town and
E-zone, a supermarket chain, Food Bazaar, convenience stores chain, and growing rural
distribution through Aadhar card.

SUPERMARKETS
2.1 VISION AND MISSION STATEMENT
2.1.1Vision statement:
1. To enlarge our product portfolio and production capacities in each of our businesses
leveraging our domain knowledge, expertise, and resources by fostering global
partnerships and alliances to become a leading global player with a dominant market share.
2. Democratizations of influencers of supermarkets. We aim to create a platform where
exciting new products and inspiring creators come together to create authentic content. The
study on impulse buying behavior of customer concerning supermarkets
3. To attain leadership in technology, quality, services, and cost with integrity and stability.
Future Group shall deliver Everything, Everywhere, Every time for Every Indian
Consumer in the Most Profitable Manner.
2.1.2 Mission Statement

• To provide total customer satisfaction through quality products and services at competitive
costs in supermarkets.
• To be the most loved ad tech platform. We aim to empower brands and supermarket
content creators more holistically with our technology-driven solutions to create impactful
and meaningful super marketing campaigns.
• To maximize the exports of our all products by offering quality products and services at
competitive costs combined with our intellectual and trade resources in supermarkets.
• We will be the trendsetters in evolving:
a. Delivery formats
b. Creating retail realty
c. Making consumption affordable for all customer segments for classes and masses
• We shall infuse Indian brands with confidence and renewed ambition.
• We shall be:
a. Efficient
b. Cost-conscious
c. Committed to quality in whatever we do.

SUPERMARKETS
2.2 GOALS AND OBJECTIVES

• To understand which category of the products are impulse
• To know the planned purchase intention of the customer before purchase.
• To identify the factors affecting impulse purchase.
• To access the purchase behavior of the customer concerning impulsive purchases.
BACKGROUND:
Type Private
Industry Retail
Founded In 2001
Founder Kishore Biyani
Headquarters Mumbai, Maharashtra, India
Parent group Future group
Market type Hypermarket
Website bigbazaar.com
ORGANISATION PROFILE

SUPERMARKETS
2.3 PRODUCT AND SERVICE PROFILE
(A)PRODUCT PROFILE
1. FOOD BAZAAR:
It includes Bakery, staples and pulses, fruits and vegetables, ready to eat, ready to cook, personal
care, homecare, dry fruits, refrigerated products, candies and confectioneries, food service.
2. MEN’S FASHION:
It includes jeans and t-shirts, formals and casuals, party and ethnic wear, sleepwear.

SUPERMARKETS
3. KIDS FASHION:
It includes the infant’s section – shirts, banyans, vests, bibs feedings, bed items, suits, frocks,
diapers, pampers, other baby accessories. Boy’s section – t-shirts, trousers, jeans, cotton shirts,
and draw pants, ethnic wears raincoats.
4. FOOTWEAR:
It includes sports shoes, casual shoes, formal shoes, children’s shoes & sandals, men’s sandals,
and lady’s sandals, lady’s extravagant sleepers, and women sports shoes.

SUPERMARKETS
5. LUGGAGE:
Travel packs, trolley, bags, collage ladies tote, and suitcase.
6. TOYS AND SPORTS GOODS
It includes soft toys, board games, dolls, educational toys, remote cars, bikes, cycles, carom board,
sports items – cricket bats, balls, badminton, and tennis rackets, hockey bats, etc.

SUPERMARKETS
7. HOME FASHION
It includes bed sheets, bedspreads, pillows & covers blanket, towels, napkins, curtains, mats, table
mats, carpets, foot mats, shopping bags, fridge covers, microwave covers, etc
7. HOME WEAR:
Serving delights, cooking delights, home utilities

SUPERMARKETS
9. LADIES FASHION:
Ladies ethnic, jeans and T-shirts, casuals, sleepwear and lingerie, nightwear, western wears
10. ELECTRONIC BAZAAR:
It includes television, DVD players, home theater systems, audio systems, refrigerators, washing
machines, microwave oven, mixers, irons & grinders, computers, laptops, and printers, etc.

SUPERMARKETS
(B) SERVICE PROFILE
• Free home delivery
• Alterations
• Gift wrapping
• Wheelchair assistance
• Gift vouchers
2.4 ACHIEVEMENTS OR AWARDS

AWARDS
Indian express award 2003
• PRIL – Marketing excellence and excellence in brand building
Images retail awards 2004
• PRIL – Most admired retailer of the year
• Food Bazaar – retailer of the year (Food and Grocery)
• Big Bazaar – retail of the year (value retailing)
• Central – the retail launch of the year
Images fashion forum 2009
• Most admired fashion group of the year-future group
• Most admired private label – pantaloons, the lifestyle format
• Critic’s choice for pioneering effort in retail concept creation – central
Coca-Cola golden spoon awards 2009
• Most admired food and grocery retailer of the year
• Most admired food courts
• Most admired food professional
Indian retail forum awards 2008

SUPERMARKETS
• Most admired retail company of the year – future group
• The retail face of the year – Kishore Biyani
• Best retailer of the year (Hypermarket) – Big Bazaar
The INDIA STAR Award 2008
Retail Asia Pacific 500 top awards 2008
Coca-Cola golden spoon awards 2008
• Most admired food and grocery retail visionary of the year; Kishore Biyani
• Most admired food and grocery retailer of the year – supermarkets; Food Bazaar
In -2015:
• India’s favorite Bazaar was awarded the title of ‘Best Retail Shopping Destination’ for
the year 2015 at retail India.
• ‘DQ live BUSINESS TECHNOLOGY AWARDS’ by cyber media was awarded to the
ITSS Team for their work in unified communications initiative.
• At the 16th Annual CIO & Leader conference, the ITSS team was awarded ‘Innovative
initiatives in retail stores.
• Digital transformation Czar 2015s.
• ITSS- Business technology team of the future group was honored with ‘Images
• Most Admired IT Security & Operations at the first-ever IMAGES Retail Technology
Awards (ITRA).
In 2016:
• Images most admired food and grocery retailer of the year: Effective Technology
Application.
• Images most admired food and grocery retailer of the year: Retail Expansion– Increase in
store count and retail space.

SUPERMARKETS
In 2017:
• Big Bazaar won IMAGES Most admired food and grocery retailer of the year 2017
• Big Bazaar decide your price campaign won SILVER for ‘Best Campaign to drive sales’
at ‘The Mad dies Awards
• Smart search won best search marketing campaign at CMO Asia Awards 2017
• Big Bazaar fast billing campaign won silver for best use of digital marketing at BW
Applause awards
• Fib’s world shorts day won the best social media campaign of the year CMO Asia awards
2017.
2.5 ORGANIZATION STRUCTURE

Big Bazaar is a chain of hypermarkets in India. As of June 02, 2015, there are 214 stores across
90 cities and towns in India covering around 16 million sq. ft. Of retail space. Big bazaar is a part
of a Future Group which offers a wide range of merchandise including fashion and apparels, food
products, General Merchandise, Furniture, Electronics, Bangalore one, Books, Fast food and
leisure and entertainment sections.
Big Bazaar is one of the oldest and largest hypermarkets in India. The big bazaar in Hebbal was
established in the year 2001 by Kishore Biyani, the founder and the chief executive officer (CEO)
of the parent company
These stores are intended toward offering a local market experience to the customers. They provide
a huge form of household products they also use on all other products they are dealing with. Most
of their stores also have amusement and enjoyment sections for children. This hypermarket chain
crossed the mark of 100 stores in the year 2008, currently running 256 all over the country.
As customer’s tastes and preferences are dynamic, the market scenario is also changing from time
to time. Today’s market scenario is very different from that of the market scenario before the 90s.
The changes in technology have led to a change in paradigm shifts in the market. Nowadays we
can see a new era in the market with the opening up of many departmental stores like hypermarkets,
shoppers' stalls, malls, branded retail outlets, and specialty stores. Big Bazaar concentrates more
on the customer's needs, wants, tastes, preferences, and satisfaction.

SUPERMARKETS
2.6 COMPETITORS
They are many competitors in India
Supermarkets of More supermarkets, D mart, star bazaar, reliance mart, Max
2.8 PORTER’S FIVE FORCE MODEL

The Porter’s five forces model was proposed by MICHAEL E. PORTER in 1979. The purpose
was to assess and evaluate the competitive positioning and strengths of the business organizations.
The model has three horizontal competitive forces (Threat of substitute products or services, the
threat of new entrants, and rivalry among existing firms) and two vertical forces (Bargaining power
of buyers and bargaining power of suppliers). These forces shape the competition within any
industry. The overall industry competitiveness declines when these forces reduce profitability.

SUPERMARKETS
This porter five forces model can help Big Bazaar to determine industry attractiveness and
understand its competitive positioning in the market. The analysis can also be used to make some
strategically wise decisions that could improve the performance of Big Bazaar.
The porter five forces model are:
• The threat of new entrants
• The threat of substitute products or services
• Rivalry among existing firms
• Bargaining power of suppliers
• Bargaining power of buyers
THE THREAT OF NEW ENTRANTS

• consumers can easily switch brands due to weak/no brand loyalty
• Initial capital investment is high
• Building a distribution network is easy for new players
• Retaliation from the existing market players is not a discouraging factor
• Existing regulations support the entry of new players.
THE THREAT OF SUBSTITUTE PRODUCTS OR SERVICES

• The availability of substitute products or services makes the competitive environment
Challenging for Big Bazaar and other existing players. The threat of substitute products
or services increases when;
• Cheaper substitute products or services are available from another industry
• The switching costs of moving from industry to substitute products are low
• Substitute products offer the same or even superior quality and performance as offered by
Big Bazaar’s product.
• The threat of substantially low for Big Bazaar when;
• The switching cost of using the substitute product is high due to psychological costs or
Higher economic costs
• Customers cannot derive the same utility in terms of quality and performance from
substitute products as they derive from the Big Bazaar’s product.

SUPERMARKETS
RIVALRY AMONG EXISTING FIRMS

The rivalry among existing firms shows the number of competitors that give tough gather rival
firms, which can limit each other’s growth potential. The rivalry among existing firms will be
low for Big Bazaar if;
• There are only a limited number of players in the market
• The industry is growing at a faster rate
• There is a clear market leader
• The products are highly differentiated and each market player targets different sub-
segments
• The economic/psychological switching costs for consumers are high
• The exit barriers are low, which means firms can easily leave the industry without
incurring huge losses
Some factors increase the rivalry among existing firms for Big Bazaar;
• The company will face intense rivalry among existing firms if market players are
strategically diverse and target the same market
• The rivalry will also be intense if customers are not loyal to existing brands and it is
easier to attract other, customers, due to low switching costs
BARGAINING POWER OF SUPPLIERS

The bargaining power of suppliers reflects the pressure exerted by suppliers on business
organizations by adopting different tactics like reducing product availability, reducing the
quality, or increasing the prices. The competition in the industry and lower the profit and
growth potential for Big Bazaar similarly, weak supplier power can make the industry more
attractive due to high profitability and growth potential.
The bargaining power of suppliers will be high for Big Bazaar if;
• Suppliers have concentrated into a specific region, and their concentration is higher
than their buyers
• This force is particularly strong when the cost to switch from one supplier to another is
high for buyers
• When suppliers are few and demand for their offered product is high, it strengthens
the supplier’s position against Big Bazaar

SUPERMARKETS
• Suppliers forward integration weakens the Big Bazaar position
• High product differentiation offered by suppliers
• Big Bazaar makes only a small proportion of suppliers’ overall sales and unavailability
of the substitute products.
The bargaining power of suppliers will 1 low for Big Bazaar if
• Suppliers are not concentrated
• Switching costs are low
• Lack of product differentiation
• Substitute products are available
• Big Bazaar is highly pricing sensitive and has adequate market knowledge
• There is no threat of forwarding integration by suppliers
BARGAINING POWER OF BUYERS

The bargaining power of buyers indicates the pressure that customers exert on the business
organizations to get high-quality products at affordable prices with excellent customer service.
This force directly influences the Big Bazaar’s ability to accomplish business objectives. There
is some factor that increases the bargaining power of buyers;
• A more concentrated customer base increases their bargaining power against Big
Bazaar
• Buyer power will also be high if there are few whereas several sellers are too many
• Low switching costs also increase the buyer’s bargaining power
• Consumers’ price sensitivity and high market knowledge and purchasing standardized
products in large volumes also increase the buyer’s bargaining power.

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Some of the factors that decrease the bargaining power of buyers include;
• Lower customer concentration
• Customer’s inability to integrate backward
• Low price sensitivity
• Lower market knowledge
• High switching costs and purchasing customized products in small volumes.
MCKINSEY’S 7S FRAMEWORK
2.9 INTRODUCTION TO MCKINSEY’S 7S FRAMEWORK
The managerial structure is more commonly known by the term ‘Organizational structure’. An
organizational structure often defines and describes how the activities and tasks are directed
towards the accomplishment of the organizational goals. Moreover, these organizational activities
include task allocation, planning, and organizing, coordinating, and controlling along with
effective supervision.
Moreover, the organizational structure in turn directly impacts the organizational action and
provides a strong base foundation on which certain standard operating procedures and routines
thoroughly depend on.
The goal of the model was to show 7 elements of the company: Structure, Strategy, Skills, Staff,
Style, Systems, and Shared values.
The following flowchart depicts the organizational and managerial structure of supermarkets.

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As seen in the above diagram each department directly reports to the Mentors. The functions
of each department are explained further in detail
● To facilitate the merger of organizations in the supermarket.
7s factors
Hard S Soft S
Strategy Style
Structure Staff
System Skills
Shared values

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A. Organization structure
b. Structure of the Finance Department
1. Financial manager
2. Financial assistant
3. Account clerk

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Functions of Key People in Finance Department

➢ Financial record keeping & reporting
➢ Purchasing
➢ Expenses
➢ Payment-cash & bank
➢ Receipt
C. Structure of Human Resource Department

a. Human Resource Department
b. HR Manager
c. HR Admin
Functions of Key People in HR Department
➢ Recruitment and selection

➢ Work in time-attendance
➢ Welfare measures
➢ Induction
➢ Training and development
➢ Compensation package
• TEAM MANAGEMENT
Team planning is the key to success here. In the supermarket, every decision is made as a team.
As different teams deal with different domains it is very important to be a part of the team. It also
helps us to solve the major problems by brainstorming and exchange of ideas.
• TIME MANAGEMENT
This is the most important organizational skill that everyone needs to have to efficiently contribute
to supermarkets. Tasks and projects are scheduled accordingly to every employee supermarket for
a definite period. There are certain jobs and tasks that every employee performs on an everyday
basis. For an employee to perform all the varied tasks without compromising on the quality of the
deliverables, it is important to be able to manage our limited time resources effectively. Strong
attempts to ensure that customer queries are attended from time to time, calls, and follow-ups are
made regularly to stay connected to them. And to achieve the targets within the dead-lines,
employees should be able to manage the time accordingly.

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Structure of the Marketing Department

• Marketing manager
• Production manager
• Market strategy manager
Functions of Key People in the Marketing Department
• Requirement analysis
• Product requirement review
• Confirmation to customer
• Issuing lot cards for the production process
Functions of Key People in the Production Department
• Raw materials
• Pre-treatment
• Singing
SYSTEMS
Processes are all the related activities inside the system that work together to make the organization
function. Processes must be effective at what they do so that the system can help organizations run
efficiently. Processes are the flow of activities that are required for a particular result.
ATTENDANCE MANAGEMENT SYSTEM
As of now, the HR team is managing the attendance system manually using excel sheets.

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LEAVE MANAGEMENT SYSTEM
Every employee will be accumulated with 2 leaves monthly if exceeds will be considered as loss
of pay. Even the leave management is done manually itself as of now and taken care of by the HR
team.
➢ Up to date information about the current financial status

➢ Departmental budgets
➢ Preparing orders for supplies
➢ Checking goods inwards
➢ Maintain financial activities
a. The system at the Human Resource Department

The human resource management system is a process of storing employee's data, managing
payrolls, recruitment processes, benefits administration, and keeping the track of attendance
records. It ensures the human resource process is manageable and easy to access.
➢ Managing payroll
➢ Recruitment and on boarding
➢ Gathering employee information
➢ Performance record
➢ Employee grievance holding
b. The system at the Marketing Department
A marketing department promotes your business and drives sales of its product. The marketing
department has the huge responsibility of making a business viable and profitable. It needs to do
this by creating awareness and engaging customers. One of the key responsibilities of the
marketing department is to create a channel of communication with all the departments with the
company. It has to familiarize all the employees with marketing ethics, commands philosophy,
and customer relationships.

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STRATEGY
An organizational strategy refers to all the actions (a sum of the actions) that an organization
intends to formulate and follow to achieve its long-term goals. Together, these actions often make
up a company’s strategic plan. Further, these strategic plans take at least a year to complete, and
sometimes more than a year. And they require complete involvements from all the managerial
levels of the organization.
For example, the short-term strategy is usually a poor choice for a company but if it's aligned with
the other 6 elements, and then it may provide strong results
Innovative Marketing Strategy adopted:
➢ Product and market diversification

➢ Product planning and development
➢ Production planning and development
➢ Packaging strategy
➢ Distribution strategy
➢ Promotion
➢ Pricing strategy
SKILLS
To be able to efficiently manage limited resources effectively, it becomes necessary for the
organization to recruit those individuals who come with a set of skills and capabilities.
These organizational skills, in other words, are defined as the ability to efficiently manage your
time, workload, and resources, and may help you improvise on your productivity while lowering
your stress level.
Moreover, there are about 9 distinct skills to look out for in an individual before finding him or
her fit to be a great contribution to the organization. A few such core organizational skills are
described as follows.
- Leadership skills
- Communication skills
- Teamwork
- Ability to acquire technical knowledge
- Time management
- Mental organization skills
INDIVIDUAL AND SPEAKING SKILLS

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Targets include individual and team. Targets will be given before work.
Targets will be given in such a way that it meets both the individual as well as the team target too.
To meet the individual targets daily we have to analyze the required time to be spent on each
influencer profile.
PERSUASIVE SPEAKING SKILLS
It is very important to have effective communication skills in this organization. It is very necessary
because we interact with the influencers on the daily basis. Should always be clear and confident
about the thought process and also be a good listener.
TEAM MANAGEMENT
Team planning is the key to success here. In supermarkets, every decision is made as a team. As
different teams deal with different domains it is very important to be a part of the team. It also
helps us to solve the major problems by brainstorming and exchange of ideas.
TIME MANAGEMENT
This is the most important organizational skill that everyone needs to have to efficiently contribute
to supermarkets. Tasks and projects are scheduled accordingly for every employee for a definite
period. There are certain jobs and tasks that every employee in supermarkets performs on an
everyday basis. For an employee to perform all the varied tasks without compromising on the
quality of the deliverables, it is important to be able to manage our limited time resources
effectively. Strong attempts to ensure that customer queries are attended from time to time, calls,
and follow-ups are made regularly to stay connected to them. And to achieve the targets within the
dead-lines, employees should be able to manage the time accordingly
STYLE
Management style refers to a method or way in which Managers go about their manner of
accomplishing their organizational objectives. Moreover, it also encompasses how Managers make
decisions; how they plan and organize work; and how they exercise authority and ensure
achievement of goals. Management styles usually vary with every company, level of management,
and even with managers.
Leadership style

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STAFF
1. The company have 10 employees

2. The company has 10 well-qualified employees
3. The recruitment of the staff through both external and internal sources
4. Benefits of the company
➢ Drinking water
➢ Canteen
➢ First aid facility
SHARED VALUES
➢ Customer satisfaction
➢ High concern for quality, safety, and work environment
➢ Value: doing good
➢ Integral to profit maximization
2.10 Introduction to SWOT Analysis
Understanding SWOT analysis is a technique for assessing the performance, competition, risk,
and potential of a business, as well as part of a business such as a product line or division, an
industry.
STRENGTHS
➢ Ability to maintain strategic changes
➢ Opportunities for all to get a good position by their performance
Provide training to new employees and staff when adopting new technology

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WEAKNESS
➢ Inappropriate organizational structure and control
➢ Shortage of storage in supermarkets
OPPORTUNITIES
➢ The huge volume of orders from the local section and depots
➢ Utilization of existing skill and resources to enhance the net product line
➢ Opening to win market share from competitors
➢ Access to new demographic markets
➢ Low competition in the market
THREATS
➢ Increases in sales and Large and growing market. The global expansion would give more
opportunities for the brand to grow.
➢ Customers are willing to purchase the products of our supermarkets the discount offers to
attract the customers only because of different buy one get one offers so it is an opportunity.
➢ Competition from organized retail players which are in the market and emerging like
reliance, shopper’s shop
➢ Low priced goods could be perceived as low-quality products
➢ Government norms are not familiar with Indian retail.

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CHAPTER - 03
3.1 TITLE OF THE PROJECT

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3.2 STATEMENT OF THE PROBLEM

The “increasing interest in supermarkets among the people is the main reason that has amplified
the interest to research the topic. People’s obsession about supermarkets has been increasing
rapidly. The aim of this research is, therefore, to find out impulse buying behavior of customer in
India. The research aims to find out the reasons behind people different type customer, buying
behavior, impact of influencers on customers while making purchase decisions, the factors
influencing.
3.3 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES:
The main objectives of this project are to understand that consumers have different characteristics
in their life that also influences their buying behavior in supermarkets
SECONDARY OBJECTIVES:
• To identify the factors affecting impulse purchases.
• To access the purchase behavior of the customer for impulse purchases.
3.4 SCOPE OF THE STUDY

The scope of this research is to identify the buying behavior of customers of Big Bazaar Searching
for factors that analyze the behavior and personality of patches, or impulse purchases and impulse
purchases. This research is based on primary data and secondary data. Due to time constraint only
limited number of persons contacted.

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3.5 IMPORTANT TERMS/OPERATIONAL DEFINITIONS:
Different “consumers have different characteristics in their life that also influences their buying
behavior. The factors such as family, groups, roles and status) and personal factors (such as age,
occupation, lifestyle, personality and self-concept) are those characteristics that could influence
the buyer behavior in making the final decision. This research also aims at the marketing strategy
of the supermarkets companies to influence the buying behavior of the customer.
3.6 METHODOLOGY
For completion of the report at first, we chose objective of the research. Then we did extensive
literature review on Impulsive buying worldwide. After that for finding the answers to objective
we set we prepared questionnaires. Then we collected data from the customer who goes for buying
grocery items or the ones who has experience of buying grocery items. Finally, we entered data in
SPSS and analyze the data as per the variable and as per demand of our objectives.
3.7 RESEARCH INSTRUMENTS USED

It must be noted that the questionnaire survey was used as a main data collection instrument for
this study because the questionnaire survey enables researchers to examine and explain
relationships between constructs, in particular, cause-and-effect relationships
3.8 DATA COLLECTION:

A. PRIMARY DATA
A structured questionnaire will be used as a tool for collecting data which includes close end and
open- end questions.
B. SECONDARY DATA
The secondary data for this work will be obtained from company magazines website, internet, text
books, reports and other supermarkets.

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3.9 PLAN OF ANAYISIS
Data analysis technique always starts with Processing/Cleaning of the data. Data cleaning step
is considered to be one of the very important phases in Data analysis. The accuracy of the
analysis depends on the quality of data. Also, when data cleaning one should handle the missing
values efficiently after the processing and cleaning, exploratory analysis should be done in order
to visualize and understand the causes of an observed event.
In this chapter, the data collected through questionnaires was analyzed. As the primary research
method was to conduct a survey, Questionnaires were distributed among people personally.
Statistical methods were used to process the data using different types of graphs, charts and
statistics to illustrate the findings. This section will first show the sample and analyze the
targeted sample. Then, according to research objectives the findings are discussed and analyzed.
3.10 LIMITATION OF THE STUDY

➢ Limited time period for research
➢ It is very difficult to analyze the customer behavior
➢ The sample size of the research may not give accurate outcome
CHAPTER SCHEME:
Chapter -1: Introduction
Chapter -2: Industry or Company Profile/ Profile of the Respondents
Chapter -3: Research Methodology
Chapter -4: Data Analysis
Chapter -5: Results/Observations, Findings and; Suggestions
➢ Need of the study
➢ Objectives of the study
➢ Research Methodology
➢ Statement of the problem

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CHAPTER – 4
DATA ANALYSIS AND INTERPRETATION

1. Age
Table 4.1
Particular Responses Percentage
15-25 Years 29 29
26-35 Years 25 25
36-45 Years 18 18
46-55 Years 23 23
Above 55 5 5
Total 100 100
Chart: 4.1
Above 55
5%
Age Group Percentage
46-55 Years
15-25
23%
Years
29%
26-35
Years
25%
36-45 Years
18%
Interpretation: It’s been found that 29% of respondents are under the age of 15-25 years, 25%of
respondents are under the age of 26-35,18% of respondents are under the age of 36-45 ,23%of
respondents are under the age of 46-55 ,5% of respondents are under the age of 55.

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2. Gender
Table: 4.2
Male 52 52
Female 48 48
Total 100 100
Chart: 4.2
Gender Frequency Distribution

Male Female
0% 0%
48%
52%
Interpretation: The above table shows that out of 100 respondents, 52% of them are Female and
48% are male.

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3. Education
Table: 4.3
SSLC 14 14
UG 34 34
PG 37 37
PHD 15 15
Total 100 100
Chart: 4.3
Education Distribution of sample
PHD SSLC
15% 14%
UG
PG 34%
37%
Interpretation: it’s been found that 14%of respondents are Sslc, 34% of respondents are under
UG, 37% respondents are under the education of PG, 15% respondents are PHD.

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4. Occupation:
Table 4.4
Occupation Responses Percentage
housewife 35 35
business 22 22
government officer 10 10
private officer 20 20
students 13 13
Total 100 100
Chart: 4.4
Occupation Distribution of sample
students
13%
housewife
35%
private officer
20%
business
government officer 22%
10%
Interpretation: The sample collected had maximum housewife with percentage share of 35%
followed by Business with 22% than Private/Corporate officer with 20% and with 13% being
student and only 10% being government officer.

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5. Annual income
Table 4.5
Below 2 Lakhs 14 14
2L – 5L 27 27
>5L – 10L 37 37
>10L 22 22
Total 100 100
Chart: 4.5
Income Distribution of sample
Below 2
>10L Lakhs
22% 14%
2L – 5L
27%
>5L – 10L
37%
Interpretation: This chart shows that users based on Annual income. Out of 100 respondents 14%
of responds income is 0-2 lakhs, 27% respondent’s income is 2- 5 lakhs, 37% respondents income
is 5-10lakhs, 22% respondents income is Above 10 Lakhs.

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6. Marital Status
Table 4.6
Married 46 46
Unmarried 54 54
Total 100 100
Chart 4.6
Marital status
Married
46%
Unmarried
54%
Interpretation: As per chart shows it is based on marital status out 100 responds 54% of
responded unmarried and 48% responds married

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7 Frequency of Purchase
Table: 4.7
How often do you shop Responses Percentage
twice a week 30 30
once a week 30 30
once in two weeks 5 5
monthly 20 20
occasionally 15 15
Total 100 100
Chart: 4.7
Sample Distribution of Frequency of Purchase
occasionally
15%
twice a week
30%
monthly
20%
once a week
once in two weeks 30%
5%
Interpretation: People do buy maximum both twice a week and once a week with an equal
percentage share of 30% Followed by monthly grocery purchase frequency at 20% and least being
once in two weeks being 5%.

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8. I felt spontaneous urge to buy when I see
Table 4.8
Vegetables and fruits 9 9
Meat Products 10 10
Dairy Products (e.g., milk, 10 10

cheese, butter etc.)
Beverages (e.g., juice, soda, 9 9

etc.)
Frozen foods (e.g., ice-cream, 15 15

sausage, chicken breast, etc.)
Dry goods (e.g., sugar, pasta, 15 15

noodles, etc.)
Toiletries (e.g., shampoo, soap, 13 13

toilet paper, etc.)
Others 11 11
None of the above 8 8
Total 100 100

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Chart: 4.8
I felt spontaneous urge to buy when I see

None of the above Vegetables and
8% fruits
9%
Meat Products
10%
Others
11%
Dairy Products (e.g.
Toiletries (e.g. milk, cheese,
shampoo, soap, butter etc.)
toilet paper, etc.) 10%
13%
Beverages (e.g. Frozen foods

Dry goods (e.g. juice, soda, (e.g. ice-cream,
sugar, pasta, etc.) sausage,
noodles, etc.) 9% chicken breast,
15% etc.)
15%
Interpretation: This chart shows that users out of 100 respondents 9% of respondents are
vegetables and fruits,10% of respondents are meat products,10% of respondents are dairy products
(e.g. milk, cheese, butter etc.),9% of respondents are beverages (e.g. juice, soda, etc.), 15% of
respondents are frozen foods (e.g. ice-cream, sausage, chicken breast, etc.), 15% of respondents
are dry goods (e.g. sugar, pasta, noodles, etc.), 13% of respondents are toiletries (e.g. shampoo,
soap, toilet paper, etc.), 11% of respondents are others ,8% of respondents are none of the above

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9. I felt I wouldn’t be able to get it off my mind until I bought
Table 4.9
Meat Products 12 12
Dairy Products (e.g. milk, 11 11

Beverages (e.g. juice, soda, 9 9

etc.)
Frozen foods (e.g. ice-cream, 12 12

Dry goods (e.g. sugar, pasta, 13 13

noodles, etc.)
Toiletries (e.g. shampoo, soap, 15 15

toilet paper, etc.)
Others 11 11
Total 100 100

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Chart: 4.9
I felt I wouldn’t be able to get it off my mind until I bought

9% fruits
8%
Meat
Others Products
11% 12%
Toiletries (e.g. milk, cheese,
shampoo, soap, butter etc.)
toilet paper, etc.) 11%
15%
Frozen foods
Dry goods (e.g. (e.g. ice-cream, Beverages (e.g.
sugar, pasta, sausage, juice, soda,
noodles, etc.) chicken breast, etc.)
13% etc.) 9%
12%

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10. I really did not consider the consequences of the purchase when I bought
Table 4.10
Meat Products 13 13


etc.)


noodles, etc.)

toilet paper, etc.)
Others 12 12
Total 100 100
Chart:4.10

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I really did not consider the consequences of the purchase

when I bought
8% fruits
8%
Meat
Others
Products
12%
13%
Toiletries (e.g.
milk, cheese,
shampoo, soap,
butter etc.)
toilet paper, etc.)
11%
15%
Dry goods (e.g. Frozen foods (e.g.

Beverages (e.g.
sugar, pasta, ice-cream, sausage,
juice, soda,
noodles, etc.) chicken breast,
etc.)
10% etc.)
10%
13%

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11. I bought _________ without much hesitation
Table 4.11
Meat Products 12 12


etc.)


noodles, etc.)

toilet paper, etc.)
Others 13 13
Total 100 100

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Chart: 4.11
I bought _________ without much hesitation

10% fruits
11%
Meat
Others
Products
13%
12%
Toiletries (e.g.
milk, cheese,
shampoo, soap,
butter etc.)
toilet paper, etc.)
11%
12%
Frozen foods (e.g. Dry goods (e.g.

ice-cream, sausage, sugar, pasta, Beverages (e.g.
chicken breast, noodles, etc.) juice, soda, etc.)
etc.) 9% 10%
12%

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12. What is the most widely recognized product which you will purchase on impulse from
the Big Bazaar??
Table 4.12
Food and grocery 17 17
Apparels 15 15
Electronic goods 14 14
Home or kitchen items 17 17
Beauty and cosmetic products 18 18
Personal care products 19 19
Total 100 100
Chart: 4.12
The most widely recognized product which you will

purchase on impulse from the Big Bazaar?
Personal care
products
19%
Food and
grocery
17%
Apparels
Beauty and 15%
cosmetic products
18%
Home or Electronic goods

kitchen 14%
items
17%
Interpretation: This chart shows that users out of 100 respondents 17% of respondents are food
and grocery, 15% of respondents are apparels, 14% of respondents are electronic goods, 17% of
respondents are home or kitchen items, 18% of respondents are beauty and cosmetic products,
19% of respondents are personal care products.

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13. Which strategy motivates to make impulsive purchase?
Table 4.13
Special Sales price 21 21
Free shipping 17 17
Good price on sale 35 35
Holiday or seasonal 27 27
promotions
Total 100 100
Chat:4.13
The strategy motivates to make impulsive purchase
Holiday or
seasonal
promotions Special Sales price
27% 21%
Free shipping
17%
Good price on sale
35%
Interpretation: This chart shows that users out of 100 respondents, 21% of respondents are
special sales price, 17% of respondents are free shopping, 35% of respondents are good price on
sale, 27% of respondents are holiday or seasonal promotions.

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14. Attractive display of product in store.
Table 4.14
Strongly Agree 13 13
Agree 20 20
Neutral 23 23
Disagree 23 23
Strongly Disagree 21 21
Total 100 100
Chart:4.14
Attractive display of product in store
Strongly
Agree
13%
Strongly Disagree
21%
Agree
20%
Disagree
23%
Neutral
23%
strongly agree, 20% of respondents are agree, 23% of respondents are neutral, 23% of respondents
are disagree,21% of respondents are strongly disagree.

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15. Behavior of sales person.
Table 4.15
Agree 19 19
Neutral 19 19
Disagree 25 25
Total 100 100
Chart:4.15
Behavior of sales person
Strongly Agree
Strongly Disagree 16%
21%
Agree
19%
Disagree
25%
Neutral
19%

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16. Popularity of products
Table 4.16
Agree 22 22
Neutral 19 19
Disagree 23 23
Total 100 100
Chart: 4.16
Popularity of products
Strongly Strongly
Disagree Agree
18% 18%
Disagree Agree
23% 22%
Neutral
19%

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17. Prior recommendation from family, friends and experts
Table 4.17
Agree 24 24
Neutral 20 20
Disagree 23 23
Total 100 100
Chart: 4.17
Prior recommendation from family, friends and

experts
Strongly Strongly
Disagree Agree
18% 15%
Agree
Disagree 24%
23%
Neutral
20%
strongly agree , 24% of respondents are agree, 20% of respondents are neutral, 23% of respondents
are disagree,18% of respondents are strongly disagree

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18. Requirements of product in festival seasons
Table 4.18
Agree 20 20
Neutral 23 23
Disagree 24 24
Total 100 100
Chart:4.18
Requirements of product in festival seasons
Strongly
Agree
14%
Strongly Disagree
19%
Agree
20%
Disagree
24%
Neutral
23%

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19. Various schemes (like buy 1 get 1 free)
Table 4.19
Agree 22 22
Neutral 24 24
Disagree 23 23
Total 100 100
Chart:4.19
Strongly Agree
17%
Agree
22%
Disagree
23%
Neutral
24%

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20. When I go shopping, I buy things that are not on my shopping list?
Table 4.20
Agree 19 19
Neutral 22 22
Disagree 24 24
Total 100 100
Chart:4.20
Strongly Agree
15%
Strongly Disagree
20%
Agree
19%
Disagree
24%
Neutral
22%
strongly disagree, 19% of respondents are agree, 22% of respondents are neutral, 24% of
respondents are disagree,20% of respondents are strongly agree.

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21. Even when I see something I really like; I do not buy it unless it is planned purchase
Table 4.21
Agree 22 22
Neutral 21 21
Disagree 24 24
Total 100 100
Chart4.21
Strongly Agree
18%
Agree
22%
Disagree
24%
Neutral
21%

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22. I avoid buying things that are not in my shopping list.
Table 4.22
Agree 22 22
Neutral 20 20
Disagree 21 21
Total 100 100
Chart 4.22
Strongly Agree
16%
Strongly Disagree
21%
Agree
22%
Disagree
21%
Neutral
20%
strongly disagree, 22% of respondents are disagree, 20% of respondents are neutral, 21% of
respondents are agree,21% of respondents are strongly agree.

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23. It is fun to buy unexpectedly
Table 4.23
Agree 23 23
Neutral 21 21
Disagree 21 21
Total 100 100
Chart 4.23
It is fun to buy unexpectedly
Strongly
Disagree Strongly Agree
18% 17%
Disagree Agree
21% 23%
Neutral
21%

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24 I do not buy until I can make sure I am getting a real bargain.
Table 4.24
Agree 24 24
Neutral 26 26
Disagree 19 19
Total 100 100
Chart 4.24
Strongly Agree
Strongly Disagree
15%
16%
Disagree
Agree
19%
24%
Neutral
26%

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CHAPTER-5
FINDINGS, SUGGESTIONS, RECOMMENDATIONS AND CONCLUSION
FINDINGS:
1. The maximum impulse buying was found in Fruits and vegetable product category.
2. 35% of our respondents were housewife. Hence, the maximum impulse buying of fruits and
vegetable can be discussed because the survey having maximum house wife as respondent.
3. Impulse buyer doesn’t like to have sales person influencing them. This can be because of the
fact that people don't like other to interfere while they are planning for impulsiveness.
4. This can also be discussed in light of Self-esteem. In a literature it was found that consumer
attend to suppress their innate impulsive tendency as they don't like to perceive themselves as
immature or irrational.
5. Spontaneous and uncontrolled spending on unplanned purchase is likely to receive negative

normative evaluation.
6. Hence, consumer with high need and desire for self-esteem try to control or avoid such behavior
(Harmancioglu, R, & Joseph, 2009).
7. This literature review tells that people who buy on impulse have low self-esteem and they don't
want to show others that they do not analyze/think before they buy.
8. Hence, this can be the reason of why behavior of the sales person has negative impact on
impulsiveness.
9. Perhaps, it can be discussed with the background of literature review that the presence of sells
person decreases the impulsiveness while the absence can increase the impulsiveness.
10. Attractive display of the product being most important for impulsiveness than requirement of
the product in festive season has various other implication as well.
11. The recent trend in the country is such that there is a lot of adulteration and price hike during
the festive season. So, even if people buy on impulse in festive season, it doesn't have as much
relation to impulsiveness as does attractive display of the store.
12. The attractive display of the product in the store being most significant can be discussed in
light of pleasure principle by Freud as discussed in the above literature review.

SUPERMARKETS
13. The attractive display of the product triggers the pleasure part of the brain and when reality
part of our brain is superseded by the pleasure part than impulse buying occurs.
14. Similarly, the Hedonic need is triggered by the attractive display of the product because people
want to make their life as attractive as the product display and hence the utilitarian need is
suppressed.
15. Rarely, big respondents have had fun when shopping
16. As the result there is good relationship between experience of consumers in supermarket and
scale of fun of shopping
17. It is due to age category of products widely recognized in supermarkets. where average
respondents age is 15-35 which attracts them for shopping. The different category of items attracts
middle age people like apparels, food, beauty products, electronic and home appliances etc.
18. Supermarket draws customers at middle income levels to buy products.
19. Consumers purchase their favorite items from the supermarket impulsively for readily
identifiable prices and easy to pick
20. Age, Income, has positive effect on dependent variable, strategy of supermarkets to influence
impulsive purchase.
21. Various schemes like buy one get one neutral re
22. Major respondents are rarely making a planned list of items and end up with a lot other item
23. Major respondents are neutral make a I do not buy until I can make sure I am getting a real
bargain.
24. Most of the customers visit supermarkets store once in a week because they will prepare the
planned list then they will go for shopping.
In the above findings and analysis, the effect of household income on impulsiveness in grocery
items was not significant. This means that the household income doesn't affect the impulse buying
in grocery items. In a research it is explained that Grocery shopping is an essential and routine
activity and is basic product category which every household needs (Gary & Clinton, 2011). As
everyone requires grocery items for day-day activities, income is it high or low doesn’t effects
much when it comes to buying grocery items.

SUPERMARKETS
SUGGESTION AND RECOMMENDATIONS:

➢ The store should improve their promotional strategy.
➢ The store should add more brands rather than their home brands.
➢ Improvise the store design and Store layout.
➢ Increase the number of brands in the zone of apparels.
➢ More number of branded products under cosmetics.
➢ The company should use the tactics and the strategy to attract more customers that impact
more on impulsive buying.
➢ Increase food court and games section in large supermarkets to increase the
shopping time for Customers
➢ We recommend that the sales person of Super store/departmental store/retail chain
shouldn't interfere with the grocery items purchasers and the sales person should
suggest/recommend/talk only when the buyers ask them.
➢ We also recommend that the company that sells grocery items should give more emphasis
on the display of their product in Super store/departmental store/retail chain in order for
their product to buy more in impulse.
➢ One of the important factors after product display was festive season. Therefore, companies
should produce higher grocery products during festive season and we also suggest to have
attractive display of products in festive season so that the cumulative increased in sale can
be expected.
➢ If should make different cash counters for different customers, cash counter and credit
payment counter should be placed differently in order to reduce the rush and save the
customers time. This will be a motivator for the customers of supermarkets
➢ The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in
to supermarkets during days.

SUPERMARKETS
CONCLUSION
A quick purchase decision with any pre-emptive communication is a voluntary purchase to
purchase a specific product or to hold a specific purchase campaign. The findings of the study
indicate that consumers enjoy shopping at supermarket stores, since under a single roof they can
receive a wider authentication of products. Because of availability of discounts, offerings, costs,
convenience, environment, reliability and quality, customers make sudden purchases of products.
Customers typically shop without having to consider a particular listing. Customer age, income
levels and customer employment tend to influence the momentum of purchasing power. Typically,
clothing, beauty and cosmetics, food and grocery stores, and personal hygiene are purchased as an
impulse buy. In the current scenario time is important. When consumers spend time, they spend
more time on shopping, and more money. Some clients purchase the desired product and measure
it quickly in the shop. Customers are impulsively purchasing their desired items from the
Supermarket for readily recognized pricing and quick to select. Not well-read people can even
have cash in hand to buy the goods in a supermarket. Age, income, has positive impact on
dependent variable, Supermarket’s strategy to affect impulsive buying

BIBLIOGRAPHY:
1. Hoch & Rook (1985), “Consuming impulse; Advances in consumer research”, 7(1); 23-27
2. Abratt&Goodey (1990), “Unplanned buying and in-store stimuli in super market”;
management decisions and economics,(11); 11-12
3. Prion (1991), “Define impulse purchasing advances in research”; Advances in consumer
research, 18(1); 509-514
4. Hausman. A (2000), “A multi method investigation of consumer motivation in impulse
buying behavior’’; Journal of consumer marketing,17(5);403-419
5. Dittmer et al (1995),”Gender identity and material symbols, objects and decisions
considerations and impulse purchases”; Journal of economic psychology,16(3);83-85
6. Beatty S E and Ferell M E(1998), Impulse buying: Journal of retailing, 74(2);28-32
7. Wood (1998), “Socio economic status delay of gratification and impulse buying”; Journal
of psychology, 19, 295-320
8. Lee and Kaccen (2002), “The influence of culture on consumer impulsive buying
behavior”; Journal of economic psychology,16(3);83-85
9. Jones et al (2003), “The product specific nature of impulse buying tendency”; Journal of
business research, 56(7), 505-515
10. Luo (2005), “How does shopping with others Influence impulsive purchasing”; Journal of
consumer and psychology,15(4),288-294
11. Kaur and Singh (2007), “Uncovering retail shopping motives of Indian youth”; Young
consumers, 8(2),128-138
12. Harmancioglu et al (2009), “Impulse purchase of new products and empirical analysis”; A
Journal of product and brand management, 18(1), 27-38
13. Yu and Blasting (2010),”Hedonic shopping value on impulse buying behavior in
transitional economy”; Journal of brand management,18(2),105-114
14. Sharma et al (2010),” impulse buying and variety seeking”; Journal of business research,
63, 276-283
15. Hulten and vanyushn (2011),” Impulse purchases on grocery”; Journal of consumer
marketing, 28(5), 376-384
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research, 22(4), 396-425
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influence and wellbeing. Journal of Consumer Marketing, 25(1), 23-33.
18. Peck, J., & Childers, T. L. (2006). If I touch it I have to have it: individual and
environmental influences on impulse purchasing. Journal of Business Research, 59(6),
765-769
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Direct Marketing: An International Journal, 3(1), 20-34.
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Phenomenon. Qualitative Market Research: An International Journal,1(2), 99- 114.
21. Supermarket Annual Report 2017-18
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Houghton Mifflin Co., USA, 2005
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Website:
1. https://www.futuregroup.in
2. https://www.ibef.org
3. https://www.bigbazaar.in
Annexure
Dear sir/madam, I am Roopa M D of Third semester MBA at krupanidhi school of Management.
I am conducting research on ''The study on impulse buying behavior of customer with reference
to Supermarkets''. I am very grateful to you for sparing your time to fill the questionnaire which is
the part of my project report. Your co-operation will be highly appreciated and I assure you that
this information will be used for the study purpose only and it will be kept highly confidential.
Demographic Profile:
Name:
1. Age
A. 15-25 Years
B. 26-35 Years
C. 36-45 Years
D. 46-55 Years
E. Above 55
2.Gender
A. Male
B. Female
3. Education
A. SSLC
B. UG
C. PG
D. PHD
4. Occupation:
A. Housewife
B. Business
C. Government officer
D. Private Officer
E. Students
5. Income:
a) Below 2 Lakhs
b) 2L – 5L
c) >5L – 10L
d) >10L
6. Marital Status:
a) Married
b) Unmarried
Product category stimulating impulse buying in grocery item:
The questionnaire is about the survey of the product category which best stimulates the impulse
buying behavior in you for grocery items.
7. I felt spontaneous urge to buy when I see
A. Vegetables and fruits

B. Meat Products
C. Dairy Products (e.g. milk, cheese, butter etc.)
D. Beverages (e.g. juice, soda, etc.)
E. Frozen foods (e.g. ice-cream, sausage, chicken breast, etc.)
F. Dry goods (e.g. sugar, pasta, noodles, etc.)
G. Toiletries (e.g. shampoo, soap, toilet paper, etc.)
H. Others
I. None of the above
8. I felt I wouldn’t be able to get it off my mind until I bought

B. Meat Products
H. Others
9. I really did not consider the consequences of the purchase when I bought

B. Meat Products
H. Others
10. I bought _________ without much hesitation

B. Meat Products
H. Others
11. What is the most widely recognized product which you will purchase on impulse from the Big
Bazaar?
A. Food and grocery

B. Apparels
C. Electronic goods
D. Home or kitchen items
E. Beauty and cosmetic products
F. Personal care products
12. Which strategy motivates to make impulsive purchase?
A. Special Sales price

B. Free shipping
C. Good price on sale
D. Holiday or seasonal promotions
Factor leading impulse buying:
This questionnaire is used to identify the factors which help to determine the stimulation of
impulsive buying behavior in previous purchase of grocery items for customers from different
stores.
13. Attractive display of product in store.
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
E. Strongly Disagree
14. Behavior of sales person.
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
15. Popularity of products
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
16. Prior recommendation from family, friends and experts
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
17. Requirements of product in festival seasons
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
18. Various schemes (like buy 1 get 1 free)
A. Strongly Agree
B. b)Agree
C. c)Neutral
D. d)Disagree
E. e)Strongly Disagree
Impulsiveness:
This questionnaire is used to identify whether a customer is an impulsive buyer or not in buying
grocery items from different stores.
19. When I go shopping, I buy things that are not on my shopping list
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
20. Even when I see something I really like, I do not buy it unless it is planned purchase
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
21. I avoid buying things that are not in my shopping list.
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
22. It is fun to buy unexpectedly
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
23 I do not buy until I can make sure I am getting a real bargain.
A. Strongly Agree
B. Agree
C. Neutral
D. Disagree
24 Sample distribution of frequency of purchase
A. Twice a week
B. Once a week
C. Once in two weeks
D. Monthly
E. occasionally

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A PROJECT REPORT ON

“A STUDY ON IMPLUSE BUYING BEHAVIOR OF CUSTOMER WITH

Submitted in partial fulfilment of the requirements for the

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

PROF. RIDHIMA UTREJA

KRUPANIDHI GROUP OF INSTITUTIONS

DEPARTMENT OF MANAGEMENT STUDIES