CONTENTS

CHAPTER NO PARTICULARS PAGE NO

LIST OF TABLES

LIST OF CHARTS

CHAPTER – I INTRODUCTION AND DESIGN OF STUDY

1.1 INTRODUCTION

1.2 OBJECTIVES OF THE STUDY

1.3 SCOPE OF THE STUDY

1
1.4 STATEMENT OF THE PROBLEM

1.5 RESEARCH METHODOLOGY

1.6 LIMTATTIONS OF THE STUDY

CHAPTER-II REVIEW OF LITTREATURE

11

CHAPTER-III THEORETICAL BACKGROUND AND

15
COMPANY PROFILE
CHAPTER –IV DATA ANALYSIS AND INTERPRETATION
23

CHAPTER-V CONCLUSION
66

BIBLIOGRAPHY 70
APPENDIX
 LIST OF TABLES

TABLE TITLE PAGE

NO NO
4.1 CLASSIFICATION OF RESPONDENTS ACCORDING TO AGE 23

4.2 CLASSIFICATION OF RESPONDENTS ACCORDING GENDER 25

4.3 CLASSIFICATION OF RESPONDENTS ACCORDING TO 27

MARITAL STATUS
4.4 CLASSIFICATION OF RESPONDENTS ACCORDING TO 29
EDUCATION QUALIFICATION
4.5 MONTHLY INCOME LEVEL 31

4.6 SOURCES OF INCOME 33

4.7 SOURCES OF AWARENSS TO KNOW ABOUT BIG BAZAAR 35
4.8 FREOUENCY OF VISIT TO BIG BAZAAR 37

4.9 FEELING HAPPY ABOUT THE PRESENT LOCATION OF MART 39

4.10 SOURCE OF INFLUENCES TO PURCHASE IN BIG BAZAAR 41

4.11 PREFERENCE TO PURCHASE IN BIG BAZAAR 43
4.12 NOTICED THE BIG BAZAAR ADVERTISEMENT BEFORE 45

4.13 PERIOD OF VISITING TO BIG BAZAAR 47

4.14 PREFERRED DAY TO PURCHASE IN BIG BAZAAR 49

4.15 AVERAGE TIME SPENT FOR PURCHASE IN BIG BAZAAR 51

4.16 LOOKING FOR OFFER TO MAKE PURCHASE 53

4.17 SATISFIED WITH THE SERVICES PROVIDED BY BIG BAZAAR 55

4.18 RESPONSES OF THE SALES REPRESENTATIVES IN BIG 57

BAZAAR
4.19 WILLING TO RECOMMEND BIG BAZAAR TO OTHERS 59

4.20 RANKING TOWARDS THE FACTORS INFLUENCING TO BUY A 61

PRODUCT
 LIST OF CHARTS

CHART TITLE PAGE

NO NO
4.1 CLASSIFICATION OF RESPONDENTS ACCORDING TO AGE 24

4.2 CLASSIFICATION OF RESPONDENTS ACCORDING GENDER 26

4.3 CLASSIFICATION OF RESPONDENTS ACCORDING TO 28

MARITAL STATUS
4.4 CLASSIFICATION OF RESPONDENTS ACCORDING TO 30
EDUCATION QUALIFICATION
4.5 MONTHLY INCOME LEVEL 32

4.6 SOURCES OF INCOME 34

4.7 SOURCES OF AWARENSS TO KNOW ABOUT BIG BAZAAR 36
4.8 FREOUENCY OF VISIT TO BIG BAZAAR 38
4.9 FEELING HAPPY ABOUT THE PRESENT LOCATION OF MART 40

4.10 SOURCE OF INFLUENCES TO PURCHASE IN BIG BAZAAR 42

4.11 PREFERENCE TO PURCHASE IN BIG BAZAAR 44
4.12 NOTICED THE BIG BAZAAR ADVERTISEMENT BEFORE 46

4.13 PERIOD OF VISITING TO BIG BAZAAR 48

4.14 PREFERRED DAY TO PURCHASE IN BIG BAZAAR 50

4.15 AVERAGE TIME SPENT FOR PURCHASE IN BIG BAZAAR 52

4.16 LOOKING FOR OFFER TO MAKE PURCHASE 54

4.17 SATISFIED WITH THE SERVICES PROVIDED BY BIG BAZAAR 56

4.18 RESPONSES OF THE SALES REPRESENTATIVES IN BIG 58

BAZAAR
4.19 WILLING TO RECOMMEND BIG BAZAAR TO OTHERS 60

4.20 RANKING TOWARDS THE FACTORS INFLUENCING TO BUY A 62

PRODUCT
 CHAPTER I

INTRODUCTION AND DESIGN OF THE STUDENT

1.1 INTRODUCTION:

DIGITAL MARKETING

Digital marketing is the component of marketing that utilizes internet and online based
digital technologies such as desktop computers, mobile phones and other digital media and
platforms to promote products and services . As more businesses enter the online marketplace,
the competition for traffic becomes even greater. Against powerhouses like Big
Bazaar ,Amazon, Walmart, and Target, smaller brands face a challenge in being found by
online shoppers For this reason, digital marketing is critical in building brand recognition and
increasing traffic to business websites. A comprehensive digital marketing strategy starts with
creating a search-optimized website and includes an active social media presence. While many
small companies focus on organic marketing efforts like social media and traditional outreach,
paid media is becoming more important in the fight for customer attention online

Big Bazaar is a chain of HYPERMARKET AND SUPERMARKET in India started by

R K Damani. As of 2016, it has 100 stores spread across Tamilnadu, Kerala, Maharashtra,
Gujarat, Telungana, Andhra Pradesh, Madhya Pradesh and Karnataka. The company shows a
good pace in advancing towards expanding across India. Avenue super marts Ltd (ASL) owns
and operates hypermarkets and supermarkets bythe store name Big Bazaar. Big Bazaar seeks to
provide a one-stop shopping experience for the entire family, meeting all their daily household.
A wide selection of home utility products is offered, including foods, toiletries, beauty
products, garments, kitchenware, bed and bath linen, home appliances and much more. Since
Big Bazaar first opened its doors in the Rumba region in 2000, it has grown into a trusted and
well established shopping destination in Maharashtra, Gujarat, Andhra Pradesh and Karnataka.

The introduction serves the purpose of leading the reader from a general subject area to
a particular field of research. It establishes the context of the research being conducted by
summarizing current understanding and background information about the topic, stating the
purpose of the work in the form of the hypothesis, question, or research problem, briefly
explaining your rationale, methodological approach, highlighting the potential outcomes your
study can reveal, and describing the remaining structure of the paper.
4
 A theoretical framework consists of concepts, together with their definitions, and
existing theory/theories that are used for your particular study. The theoretical framework must
demonstrate an understanding of theories and concepts that are relevant to the topic of your
research paper and that will relate it to the broader fields of knowledge in the class you are
taking.

The theoretical framework is not something that is found readily available in the
literature. You must review course readings and pertinent research literature for theories and
analytic models that are relevant to the research problem you are investigating.

Big Bazaar is now looking forward to growing its stores across India. As per report in
business standard, Mumbai based supermarket chain, Big Bazaar made a topline of RS. 3,350
crore in 2012- 2013. That makes it the third largest among the branded retail chains in the
country after/future retail and reliance retail. Big Bazaar operates just 65 stores in Maharastra
and Gujarat and one each in Hyderabad and Bangalore. Its sales per store, is the highest among
grocery chains at RS.53 crore (reliance makes about 7.45 crore per store).

The 13 year old Big Bazaar, is said to be profitable-making around 2.5% of sales. In
comparison, larger players such as spencers and Aditya Birla retails more are yet to break even.

I have chosen the Big Bazaar store located in ERODE city. To start off with, the Big
Bazaar in ERODE city is a freestanding or a standalone store. It is isolated and has no adjacent
retailers with which they have to share traffic. This type of store have quite a few advantages
which works in the favour of Big Bazaar. They are:

 No competition in close proximity

 Lot of front space for parking
 No rental cost as the space is owned by Big Bazaar
 High flexibility in terms of timings
 Better road and traffic visibility is possible.

Big Bazaar offer products to satisfy the entire family’s needs. Merchandise offered at
Big Bazaar is always at lower prices. Stores are designed with customer convenience in mind.

Big Bazaar respects your intelligence by offering a wide choice of brand and pack

5
sizes, couple with easy to understand communications and information.

1.2 OBJECTIVES OF THE STUDY:

 To study the Online customer buying behavior towards Big Bazaar

 To study of availability of varieties of products in Big Bazaar

 To study of availability of offers and services.

 To know the customers satisfaction level.

1.3 STATEMENT OF PROBLEM:

Retail sector now a day’s do all the activities to attract the customers and increase their
share in the market by providing gift offers, discount, after sale service etc., are some of the
techniques adopted to retain the existing customer base. The study of the customer behaviour
enables us to analyses one’s own decision in buying. It attracts people the way in which
products are visible not only to u, also spend sometimes in the cafeteria and to enjoy the
atmosphere, the consumer’s takes a look to choose the product and understand the inferential
as well as external factors. This is done in a clean unpolluted atmosphere. It is a matter for
study s to why people come and buy from a retail store. So these are a need to find out the
buying behaviour of customer in Big Bazaar in ERODE city.

1.4 SCOPE OF THE STUDY:

The research was conducted relating to apparels among customers in Big Bazaar and
ERODE city. The research as restricted to only one branch. The research is aimed at
understanding the following aspects related to consumer perception towards the apparel brands
of Big Bazaar and the extent to which they have awareness relating to that.

 Impression of branding
 Brand awareness
 Factors influencing the purchase decisions
 Satisfaction level of customer
 Expectations of the customer.

6
1.5 RESEARCH METHODOLOGY:

Since the study is restricted to retail sector, all the functional departments of Big Bazaar
and the respondents are found at the store only so according to the convenience randomly
they are being picked so sampling method is used in the study is convenient sampling.

Sample unit : Customer of Big Bazaar Measuring tools : Questionnaire

Sampling design: the population elements are selected for inclusion in the sample based on
the ease of access is known as the convenience sampling.

DATA COLLECTION METHOD:

 Primary data:

The primary data is the first information collected during the research. These are the
original observations collected from the targeted segment of different methods.
The primary data is collected through structured questionnaires and direct interview
with customers and with organization people.

 Secondary data:

The secondary data is collected through the materials given by the organizational;
books; retail journals & magazines and Internet.
TOOLS FOR DATA COLLECTION

Structured questionnaires, percentage method & chi square method were the tools for
the research purpose. The questionnaire was nearly designed and constructed for the purpose in
line with the objectives of the study.

PERCENTAGE METHOD:

The percentage method is used for comparing certain feature. The collected data
represented in the form of tables and graphs in order to give effective visualization of
comparison made.
No. of respondents

Percentage = ----------------------------- x100

7
Total number of respondents

8
1.6 LIMITATIONS OF THE STUDY:

The research is conducted on a sample size, so it might be possible that the information
given by such respondent may not match with the replay of total customer available in the
store that time.

 The study was restricted to only the customers of Big Bazaar.

 The time constrain was a limiting factor, as more time was required to carry out
study on other aspects of the topic.
 The result and analysis based on the customer survey and small sample size has
taken only 100.
 Findings are related to particular areas.
 It might be possible that the answers given by the respondents are of business.

CHAPTER ARRANGEMENT:

The study is presented by in four chapters;

Chapter-1

This chapter gives the Introduction of job satisfaction, objectives of the study,
significance of the study, period of study and limitations.

Chapter-2

This chapter contains review of literature.

Chapter-3

This chapter highlights the origin of the company, Name and Details of company,
awards and achievement of the company.

Chapter-4

This chapter contains preparations of interview schedule.

Chapter-5

This chapter contains a summary of findings suggestions and conclusion.

9
DIGITAL MARKETING:

Digital marketing is the component of marketing that utilizes internet and

online based digital technologies such as desktop computers, mobile phones and
other digital media and platforms to promote products and services.

As more businesses enter the online marketplace, the competition for traffic
becomes even greater. Against powerhouses like Amazon, Walmart, and Target,
smaller brands face a challenge in being found by online shoppers.

For this reason, digital marketing is critical in building brand recognition and
increasing traffic to business websites. A comprehensive digital marketing strategy
starts with creating a search-optimized website and includes an active social media
presence.

While many small companies focus on organic marketing efforts like social media
and traditional outreach, paid media is becoming more important in the fight for
customer attention online.

This includes social media ads and Pay Per Click (PPC) campaigns and falls under
the term search engine marketing (SEM).

DIGITAL MARKETING

Digital marketing expenditures have significantly increased over the years.

Despite reduced marketing Customer is a person who demands for the products or
services offered by the marketer or supplier. Where as the term customer refers to
the end user of the product or service. They may or may not be the customer.
Satisfaction is a person’s feeling of pleasure or disappointment resulting from
comparing a product’s perceived performance (or outcome) with the performance he
expects of it.

10
 AVENUE SUPER MARTS LTD:

Avenue super marts ltd (ASL) owns and operates hypermarkets and
supermarkets by the store name Big Bazaar.

Big Bazaar seeks to provide a one stop shopping experience or the entire
family, meeting all their daily household needs. A wide selection of home utility
products is offered, including foods, toiletries, beauty products, garments,
kitchenware, bed and bath linen, home appliances and much more.

CULTURE:

At ASL, we’re strong believers in deriving excellence in customer service

through systemic training and at work. We value simplicity and humility in our
people and strongly believe that integrity and merit is the only route to growth at
ASPL. We hire professionals who share our values and unabashedly lead by
example.

VISION:

It is our continuous endeavor to investigate, identify and make available new products
/categories for the customer everyday use and at the best value than anybody else Using Online.

PRODUCT OFFERINGS:

Big Bazaar offers a wide selections of products in the following categories:

 Foods
 Toiletries and beauty products
 Garments
 Kitchenware
 Bed and bath linen
 Toys, games stationery, Home appliances& Foot wear.

11
 CHAPTER II

REVIEW OF LITERATURE

This chapter aims at exploring detailed information on major domains of the dissertation
topic by reviewing past research, books and related articles. Modern studies and past
theories concerning these domains are presented. These theories will be the foundation for
the dissertation.

Philip Kotler & Kevin Lane Keller1 (2009)

Integrated marketing communication can produce stronger message consistency and greater
sales impact. It forces management to think about every way the customer comes in contact
with the company, how the company communicates its positioning the relative importance
of each vehicle and timing issues.

McCleary2

It gives some responsibility to unify the company’s brand image and messages as they come
through thousands of company activities. IMC should improve the company’s ability to
reach right customers, with the right message, at right time in the right place. Thus personal
and non-personal communication channels should be combined to achieve maximum
impact.

Warren J. Keeyan3

A revolutionary development in the shift to the strategic concept of marketing is in the

marketing objective – from profit to consumer benefits. There is a growing recognition that
profits are a reward for performance (defined as satisfying customers in socially responsible
or acceptable ways). To compete in today’s market, it is necessary to have an employee
team committed to continuing innovation and to producing quality products. In other words,

Sharmilabhanu (2021) 4

investigated the effect which capital structure has had on corporate performance using a Social
media plat form data sample representing of 100 using online media which during 2021-2022. Results
showed that a firm’s capital structure had a significantly big impact on the firm’s performance.

12
Austin theory, (2021)5

stated in “An Empirical Study of Indian Consumer Buying Behavior of Products (With Special
Reference Of Social media )”,Online media are fast moving consumer goods that have seen a surge in
their sales in the past few decades in India more and more people are opening up to the idea of
experimenting and trying out newer bath soap. This study is attempt to cover the various factors that
influence the buying decision of consumers who plan to purchase.

Pamela .JK (2020)6

highlighted, “Consumer Satisfaction on Fast Moving Consumer Goods”. The study throws on
the attitudes, values, beliefs and perception of the consumers with regards to the consumption of fast
moving consumer goods. To study the brand preference of fast moving consumer goods, the preference
and opinion of consumer towards popular brands have been taken into consideration.

Jesh krish (2021)7

in his study “Consumer Buying Behavior and Brand by Social media FMCG”, aims to study
brand loyalty of various brands in rural markets and identify the presence and the importance of local
brands. The primary data was collected through a questionnaire. This study was conducted on a sample
of 100 respondents.

Suresh Melvin (2021)8

in his e article “FMCG Markets to contribute in Indian rural Economy perspective in global era”
This study focuses their efforts on empowering the rural consumer with the latest trends and technology
and teaches them ways to improve their standard of living.

Deventhiran (2017) 9

in his research paper examines the relationship between Social media market and direct
market funding High Impact of the consumer’s, because the Social media are the future to
control all kind of business and it takes a big impact of all the consumers now a days .its
takes a big place on monopoly by its own.

13
Hauser john (2020)10

found that effects on media marketing structure are very persistent. Results suggest that media
marketing structure is the cumulative outcome of present market.

Krishnakahn joseph(2020)11

The factors that are affecting the consumer behavior in electronic home appliances markets in
India have been taken as the empirical study of this research. The key findings of this study
designates that, overall, the set of self-determining variables are weakly associated with the self-
determining variable.written a paper on, ―An Empirical Study of the Factors influencing
Consumer Behaviour in the Electric Appliances Market‖, this study contributes to a deeper
understanding of the impact of different factors on consumer buying behaviour.

Gronors & Jeshkrish(2020)12

It analyses the relationship between several independent variables, such as cultural, social,
personal, psychological and marketing mix factors, and consumer behaviour (as the dependent
variable) in the electric appliances market. The purpose of this study was to determine the factors
affecting consumer preferences and behaviour in the electric appliances market in Iraq. The data
employed to analyse the factors influencing consumers‘ purchase decision making processes were
obtained through a questionnaire in December 2020 in Basra, a city in southern Iraq.

Rajendraprasad(2021)13

The major findings of the study indicated that, overall, the set of independent variables are
weakly associated with the dependent variable. However, the in-depth analysis found that social
factors, physical factors, and marketing mix elements are strongly associated with consumer buying
behaviour. These analysis made it possible to discover consumer decision- making rules. The results
helped producers and retailers in understanding consumer behaviour and improving consumer
satisfaction.

14
K. Hanagandi, Filipe Roduguese Melo and Shrinivas Patil (2021)14

In their study on, ―A Relative Analysis on Customers‘ Satisfaction of Microwave Oven:

Study on Selected Companies‖, explain that customer satisfaction is the key for company‘s boom and
sustainability of today‘s competitive marketing world. A company ought to know their customers‘
sense towards products and services. The study enables firms to scrutinize the changes in customer
satisfaction, so that company can act swiftly to satisfy them. Appraisal of customer satisfaction for
unrelenting perfection is a prerequisite for any company. Customer retention is also money-spinning;
companies will amplify profits by having better customer loyalty and satisfaction.

Janaki, P and Shanti, P (2021)15

In their study entitled, ―Marketing Stimuli in Purchase of Home Appliances from Customer
Perspectives‖, explains that marketing strategy is the game plan which the firms must adhere to, in
order to outdo the competitor or the plans to achieve the desired objective. The people consume
things of daily use, and buy these products according to their needs, preferences and buying power.

15
 CHAPTER III

INDUSTRY PROFILE

3.1 INDUSTRY INSIGHT-INDIA RETAIL INDUSTRY:

The retailer sector in India is witnessing huge revamping exercise as traditional markets
make way for new formats such as departmental stores, hypermarket, and supermarket and
specially stores. Western –style mails have began appearing in metros and second –rung
cities alike introducing the Indian customers to a shopping experience like never before.

THE INDIAN RETAILER SECTOR:

The Indian retailer sectors is at an inflection point with charging demographics driving
growth organized retailing and driving growth in consumptions. With an expanding
economy, the country’s overall retail sector will becomes a $450 billion (RRRs 20.85 trillion)

Business by 2015. Along the way , the modern retail business will create about 1.6
million jobs in the next five years acc. to Mckinsey , modern retailers will not only create
employment opportunities but also would help raise India’s overall economic profits of the
Indian population, it is believed that India is expected to experience accelerated consumption
over the next few years.

3.2 GROWTH IN ORGANIZED RETAIL:

In sharp contrast to the global retail sector, retailing in India – though large in terms of
size is highly and unorganized. With close to 12 million retails outlets India has the largest
retail density in the world. However, most of these retail outlets belong to the
unorganizedsector. The Indian retail industry is evolving in line with changing customer
aspiration across product group, with modern formats of retailing emerging. Organised retail
derives its advantages in generating operational efficiencies while simultaneously catering to
rising consumer aspiration. Size drives economics on procurement, and lowers logistics and
marketing costs while delivering better value to customers in terms of lower price, better
quality, greater selection, improved services and in store ambience.

16
3.3 COMPANY PROFILE:

Future value retailer limitation is wholly owned subsidiary of pantaloons retail (India)
limited. Kishore Biyani is the managing director of pantaloons retail sector was opened in
1997. India’s Walmart in the making as a number of analysts have called it, is avenue
supermarkets ltd, the parent company behind a chain of supermarkets and hypermarkets
called Big Bazaar.

On Tuesday (march 21), Big Bazaar, owned by notoriously media shy investor
Radhakrishnan Damani, cleaned up spectacularly on Dalal street, with its shares more than
doubling in value after its initial public offering (IPO). The company’s shares were sold at
RS. 299 piece at the IPO and surged as much as 106% after listing at 604.4 on the Bombay
stock exchange on Tuesday making it not first retailer to list in a decade, but also perhaps the
best IPO listing in recent Indian corporate history.

Its current market cap stands at a cool RS. 39,400 Crore which is higher than the
combined market capitalisation of both future retail and Aditya birla fashion.

The math behind its business model is attractive to be sure, especially when compared
to corporate rivals that attract a lot more publicity. For fiscal 2016, Kishore Biyani’s future
retail put up a profit of RS. 14.55 Crore on annual revenue of RS. 168 crore loss on revenue
of RS.1881.31 crore.

In the same period, Big Bazaar bagged profits of RS. 320 crore on the back of RS.
8,600 crore in revenue. Even though reliance retail, a far larger retailer that dabbles in
everything from electronics to jewellery, posted similar profit in the 2016 fiscal (RS 306
crore), it did so by bringing in revenue of RS. 18,399 core more than double Big Bazaar’s
revenue.

To be fair Damani’s Big Bazaar is extremely cautions, some would say borderline
paranoid, in the way it operates and the way it expands.

17
 Its strategy is markedly different from nearly every other Indian retailer. While other
companies have expanded quickly into multiple segments with differentiated retail chains,
Big Bazaar’s sales mix is largely limited to food and groceries. Categories like high end
electronics,

jewellery and watches which companies like reliance have forayed into and which
make up as much as 25% of Indian consumer spending is something the company stays farway
from. The company also avoids the potentially lucrative but usually troublesome practice of
creating private labels or brands, something retailers like future retail and trend are currently
doing in India. Damani thrives on low margins and, to a certain extent, Big Bazaar is built
around this philosophy. Industry executives at rival companies call it the “three step business
model”, very similar to that of Walmart.

Start with low cost products that consumers need on a daily basis and that you can sell
for slightly below MRP. This allows you to rack up a great inventory turnover to negotiate
better prices with wholesalers which in turn allows you to support your low prices,” a top
retail executive, who declined to be identified, anything that doesn’t fall into this meticulous
process is abandoned. Private labels and the top –end products bring in higher margins but
saddle companies with inevitably higher inventory turnover. Offering multiple brands of the
same product also leads to similar outcomes, which is why the assortment of products and
variety of brands that one India’s at a Big Bazaar store is often limited when compared to
reliance fresh or bi bazaar.

Damani likes his store to be more like a wheel turned assembly chain where products
are converted into sales as fast as possible. Because of this, it’s able to avoid the high stakes,
perennial discount game that other retailers often get trapped in. customers who walk into a
Big Bazaar store understand that they are getting a no frills approach but also know that most
food items and groceries on offer will be 6% to 12% cheaper than what they will find at other
stores. In some cases, certain products will be 10% below MRP.

The company is also extremely reluctant to expand geographically. Until 2014, it had
stores only in four Indian states. Over the last three years, it has expanded into five more
states but is still conspicuously absent in the NCR region and other high consumer spending
states like Tamil Nadu. Analyst point out that it follows a principle of opening 75% of its new
stores in existing states or markets and plans on staying true to this in the coming years.

This strategy pays off for the company. In its 15 years of operations, it has never
closed, moved or shut down a store. Much of the company’s focus, as well as comparisons to
18
Walmart,

19
 stems from Damani’s decision to follow a store ownership model. The company has spent
over RS 23 billion on acquiring land and building but either owns most of its stores or has
them on a 30 year long term lease. This is, in part, what has forced it to rack up debt of a little
over RS 1000 core a certain amount of its IPO proceeds have been allocated towards
repaying this debt.

However its ownership model crucially allows it to save on rental costs. A recent ‘yes
securities’ analyst note points out that Big Bazaar’s rental costs are only 0.2% of total sales
compared to 8% for Biyani’s future retail.

It may appear strange that while buzz is so strong around India’s e-commerce industry
and companies like flip kart and snap deal the best performing IPO in recent corporate history
is a brick and mortar supermarket.

And yet, Big Bazaar’s stringent focus on profitability offers lessons to both physical
and online retailers, both physical and online retailers, both of which have stumbled in the last
few years. After burning through billions in venture capital funding and thousands of layoffs,
India’s e-commerce industry is finally following up and shifting towards a focus on
profitability .on similar lines, traditional brick and mortar retailers, which have burnt their
hands in expanding too quickly and experimenting too rapidly, are slowly taking a reality
check.

All this means that Big Bazaar future, while bright, is not without risk. The company’s
success do far stems from its blinkered approach towards product categories and geographic
location.

As Big Bazaar chief Nevile Noronha put it last year, the company succeeds because it
does “small things repeatedly and consistently”. Can it keep doing this, especially when its
revenue growth in fiscal 2015 and 2016 was lower than the annual revenue growth seen in the
proceeding two years? As the company moves forward, its biggest competition will not only
be keeping true to its business model but also staving off the threat posed by rivals that are
slowly maturing and looking to take a bigger share of the retail pie.

20
3.4 Fundamentals of customer satisfaction

Customer satisfaction is based on understanding, defining, assessing and managing

customer needs so that their expectations are met. This concept implies compliance with the
requirements to ensure that the project produces the output it should create.

In project management, customer satisfaction is part of project quality management and

ensures that policies, objectives and responsibilities of the project satisfy all stakeholders
involved. The concept of customer satisfaction is thus applied by project managers to generate
quality products and services. Customer experience and satisfaction will be the key
differentiating factor by 2020 and will indeed be the most interesting area to work on in the
future.

 Reliable support or service = customer satisfaction

 Customer satisfaction = increased fidelity
 Increased fidelity = increase in customer base
 Increase in customer base = more profits/income

So, if one focuses on customer satisfaction, it’s obvious that business will grow and revenues
will increase.

3.5 Advantages of customer satisfaction

The greatest plus of a satisfied customer is word of mouth. According to a research

conducted by Neil Patel

 92% of consumers trust recommendations from friends and family.

 68% of consumers reported that a positive review led to them being more inclined to
choose one organization, while 40% reported that a negative review diverted them to
another.
 93% trust online reviews to decide whether an organization is trustworthy or not.
 Word of mouth is the key influencer for 74% of consumers.

21
 3.6 What is the state of progress of the project?
 When will it be completed?
 Where can I review my work?
 Where should I give my feedback and/or to whom?
 Where and how can I see the progress in real time?

The truth is, most project managers screw up. They decide to hide the actual information
and then show wrong data or information to satisfy customers.

In the end, however, the truth emerges and the customer tends to be unhappy and refuses
to choose the organization a second time.

It is important to consider that negative word of mouth spreads faster than positive
reviews.

3.7 customer satisfaction measured

To understand how well customers’ expectations are being met. If customer satisfaction is
low, it’ s necessary to group up to find new methods to meet them.
To identify loyal customers and find ways to retain them.
To reward employees and internal teams that contribute significantly to customer
satisfaction.
To track processes and strategies that help to satisfy and refine customers.
To understand the gap between the perception of quality given internally by the
organization and the customer’s perception of the quality received.

3.8 Ways to measure customer satisfaction

1. Customer satisfaction survey

2. Monitoring of customer complaints through helpdesk
3. Monitoring of recurring purchases through CRM
4. Monitoring of social media engagement
5. Online sentiment monitoring

22
 3.9 Framework

The theoretical framework strengthens the study in the following ways.

An explicit statement of theoretical assumptions permits the reader to evaluate them critically.
The theoretical framework connects the researcher to existing knowledge. Guided by a relevant
theory, you are given a basis for your hypotheses and choice of research methods.
Articulating the theoretical assumptions of a research study forces you to address questions of
why and how. It permits you to move from simply describing a phenomenon observed to
generalizing about various aspects of that phenomenon.
Having a theory helps you to identify the limits to those generalizations. A theoretical
framework specifies which key variables influence a phenomenon of interest. It alerts you to
examine how those key variables might differ and under what circumstances.
By virtue of its application nature, good theory in the social sciences is of value precisely
because it fulfills one primary purpose: to explain the meaning, nature, and challenges of a
phenomenon, often experienced but unexplained in the world in which we live, so that we may
use that knowledge and understanding to act in more informed and effective ways.

I. Developing the Framework

Here are some strategies to develop of an effective theoretical framework:

Brainstorm on what you consider to be the key variables in your research. Answer the
question, what factors contribute to the presumed effect?
Review related literature to find answers to your research question.
List the constructs and variables that might be relevant to your study. Group these variables into
independent and dependent categories.
Review the key social science theories that are introduced to you in your course readings and
choose the theory or theories that can best explain the relationships between the key variables in
your study. Discuss the assumptions or propositions of this theory and point out their relevance
to your research.

A theoretical framework is used to limit the scope of the relevant data by focusing on specific
variables and defining the specific viewpoint (framework) that the researcher will take in
analyzing and interpreting the data to be gathered, understanding concepts and variables
according to the given definitions, and building knowledge by validating or challenging
theoretical assumptions.

23
II. Purpose

Think of theories as the conceptual basis for understanding, analyzing, and designing
ways to investigate relationships within social systems. To the end, the following roles served
by a theory can help guide the development of your framework.

 Means by which new research data can be interpreted and coded for future
use, Response to new problems that have no previously identified
solutions strategy, Means for identifying and defining research problems,
 Means for prescribing or evaluating solutions to research problems,
 Way of telling us that certain facts among the accumulated knowledge are important and
which facts are not,
 Means of giving old data new interpretations and new meaning,
 Means by which to identify important new issues and prescribe the most critical
research questions that need to be answered to maximize understanding of the issue,
 Means of providing members of a professional discipline with a common language and a
frame of reference for defining boundaries of their profession, and
 Means to guide and inform research so that it can, in turn, guide research efforts and
improve professional practice.

24
 CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

MEASURING CUSTOMERS SATISFACTION:

Most companies say that they believe in great customer service, but few set up a system
to ensure that they provide it. To deliver excellent customers service takes both understanding
what your customers want and the way to see that they receive it.

There are several ways to gather input from customer. The simplest way to find out
how customer feel and what they want is to ask them. If you have only 20 customers, you can
talk to each one personally the advantages of this approach is that you’ll get a personal “feel”
for each customer. The disadvantage is that you’ll gather different information from each
customer depending on how the conversation goes. Customer surveys with standardized
survey question insure that you’ll will collect the same information from everyone.
Remember that few of your customers will be interested in ‘filling out questionnaire”. It’s
work for them without much reward. By launching a customer survey as an attempt to find
out ”how we can serve you better”-your customers will feel less put upon. Here are few of the
possible dimensions that one could measure.

INTERPRETATION

This chapter deals with the analysis and interpretation of the study on buying behavior

of Customer in Big Bazaar in ERODE City. The data collected from the samples have

systematically applied and presented in the tables under various headings in the following

pages. They were also arranged in such a way that, a detailed analysis can be made so as to

present suitable interpretation for the same. The following are the statistical tools and

techniques were used for analysis of the data collected.

 Percentage Analysis
 Ranking Analysis

25
PERCENTAGE ANALYSIS TOOLS

Percentage method refers to a specified kind which is used in making comparison

between two or more series of data. Percentages are based on descriptive relationship. It
compares the relatives’ items. Since the percentage reduces everything to a common base and
thereby allow meaning comparison

No. of respondents in each clause

Percentage Analysis = X100
Total no of respondents
I .SIMPLE PERCENTAGE ANALYSIS

TABLE 4.1
CLASSIFICATION OF RESPONDENTS ACCORDING TO AGE

Age No. of Respondents Percentage

Below 20 years 10 10.0

21 to 30 years 51 51.0

31 to 40 years 19 19.0

Above 40 years 20 20.0

Source: Primary Data

INTERPRETATION:

The above table shows that 10% of the respondents are ‘Below 20 years’ of old
whereas 51% of the respondents are between ‘21 to 30 years’ of old, 19% of the respondents
are between ’31 to 40 years’ of old and the remaining 20% of the respondents are ‘Above 40
years of old. The result inferred that majority 51% of the respondents are between ’21 to 30
years’

of old.

26
 CHART 4.1
CLASSIFICATION OF RESPONDENTS ACCORDING AGE

60

50

40

30
No. of Respondents

20

10

0
Below 20 years 21 to 30 years 31 to 40 years

27
 TABLE 4.2

CLASSIFICATION OF RESPONDENTS ACCORDING GENDER

Gender No. of Respondents Percent

Male 39 39.0

Female 61 61.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table indicates that 39% of the respondents are ‘Male’ whereas 61% of the
respondents are ‘Female’
.

The result inferred that majority 61% of the respondents are ‘Female’.

28
 CHART 4.2

CLASSIFICATION OF RESPONDENTS ACCORDING GENDER

GENDER
70

60

50

40 Percent

30

20

10

0
Male Female

29
 TABLE 4.3

CLASSIFICATION OF RESPONDENTS ACCORDING MARITAL STATUS

Marital status No. of Respondents Percent

Married 34 34.0

Unmarried 66 66.0

Total 100 100.0

Source: Primary Data

The above table says that 34% of the respondents are ‘Married’ and 66% of
the respondents are ‘Unmarried’.

The result inferred that majority 66% of the respondents are ‘Unmarried’ only.

30
 CHART 4.3

MARITAL STATUS

MARITAL STATUS

70

60
Percent
50

40

30

20

10

0
Married Unmarried

31
 TABLE 4.4

ACCORDING EDUCATIONAL QUALIFICATION

Educational Qualification No. of Respondents Percent

Illiterate 5 5.0

School level 16 16.0

Under graduate 63 63.0

Post graduate 16 16.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table reveals that 5% of the respondents are ‘Illiterate’ whereas 16% of the
respondents are in ‘School Level’, 63% of the respondents are ‘Under Graduate’ and the
remaining 16% of the respondents are ‘Post Graduate’.

The result inferred that majority 63% of the respondents are ‘Under graduate’.

32
 CHART 4.4

CLASSIFICATION OF RESPONDENTS ACCORDING EDUCATIONAL

QUALIFICATION

EDUCATIONAL QUALIFICATION

70

60

50
No. of Respondents
40

30

20

10

0
Illiterate School level Under graduate Post graduate

33
 TABLE 4.5

MONTHLY INCOME LEVEL

Monthly Income level No. of Respondents Percent

Below Rs.10000 2 2.0

Rs.10001 to Rs.20000 6 6.0

Rs.20001 to Rs.30000 15 15.0

Rs.30001& Above 32 32.0

Yet studying 45 45.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table instigates that 2% of the respondents’ monthly income level is
‘Below Rs.10000’ whereas 6% of the respondents’ monthly income level is between
‘Rs.10001 to Rs.20000’, 15% of the respondents’ monthly income level is between ‘Rs.20001
to Rs.30000’, 32% of the respondents’ monthly income level is ‘Above Rs.30001’ and the
remaining 45% of the respondents are still ‘Studying’.

The result inferred that majority 45% of the respondents are still ‘Studying’.

34
 CHART 4.5

MONTHLY INCOME LEVEL

MONTHLY INCOME LEVEL

50

45

40

35

30
Percent
25

20

15

10

0
Below Rs.10000 Rs.10001 to Rs.20001 to Rs.30001& Yet studying
Rs.20000 Rs.30000 Above

35
 TABLE 4.6

SOURCES OF INCOME

Source of income No. of Respondents Percent

Mother/father 15 15.0

Business 10 10.0

Salaried 41 41.0

Pocket money 34 34.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table personates that 15% of the respondents’ source of income is
‘Mother/Father’ whereas 10% of the respondents’ source of income is ‘Business’, 41% of the
respondents’ source of income is ‘Salaried’ and the remaining 34% of the respondents source
of income is ‘Pocket Money’.

The result inferred that majority 41% of the respondents are ‘Salaried’.

36
 CHART 4.6

SOURCE OF INCOME

SOURCE OF INCOME

45

40

35

30 Percent
25

20

15

10

0
Mother/father Business Salaried Pocket money

37
 TABLE 4.7

SOURCE OF AWARENESS TO KNOW ABOUT BIG BAZAAR

Source of Awareness to know

about BIG BAZAAR No. of Respondents Percent

Friend 35 35.0

Family 18 18.0

Advertisement 35 35.0

Spouse 12 12.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table shows that 35% of the respondents’ source of awareness to know
about BIG BAZAAR is ‘Friend’ whereas 18% of the respondents’ source of awareness to
know about ‘Family’, 35% of the respondents’ source of awareness to know about
‘Advertisement’ and the remaining 12% of the respondents’ source of awareness to know
about ‘Spouse’.

The result inferred that majority 35% of the respondents’ source of awareness to know
about BIG BAZAAR is through ‘Advertisement’.

38
 CHART 4.7

SOURCE OF AWARENESS TO KNOW ABOUT BIG BAZAAR

SOURCE OF AWARENESS TO KNOW ABOUT BIG

BAZAAR

35

30

25

20

15

10

0
Friend Family Advertisement Spouse

39
 TABLE 4.8

FREQUENCY OF VISIT TO BIG BAZAAR

Frequency of Visit to BIG BAZAAR No. of Respondents Percent

Once in a week 14 14.0

Twice in a week 20 20.0

During special occasion 27 27.0

Whenever the need arises 39 39.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table describes that 14% of the respondents’ frequency of visit to BIG
BAZAAR is ‘Once in a week’ whereas 20% of the respondents’ frequency of visit to BIG
BAZAAR is ‘Twice in a week’, 27% of the respondents’ frequency of visit to BIG BAZAAR
is ‘During Special Occasion’ and the remaining 39% of the respondents’ frequency of visit to
BIG BAZAAR is ‘Whenever the need arises’.

The result inferred that majority 39% of the respondents’ frequency of visit to BIG
BAZAAR is ‘Whenever the need arises’.

40
 CHART 4.8

FREQUENCY OF VISIT TO BIG BAZAAR

45 FREQUENCY OF VISIT TO BIG BAZAAR

40

35

30

No. of Re-
25 spondents

20

15

10

41
 TABLE 4.9
FEELING HAPPY ABOUT THE PRESENT LOCATION OF MART

Feeling happy about the

present Location of No. of Respondents Percent
Mart

Yes 71 71.0

No 29 29.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table reveals that 71% of the respondents stated ‘Yes’ that they feel happy
about the present location of mart whereas 29% of the respondents stated ‘No’.

The result inferred that majority 71% of the respondents’ feel happy about the present
location of mart.

42
 CHART 4.9

FEELING HAPPY ABOUT THE PRESENT LOCATION OF MART

Percent

Yes
No

43
 TABLE 4.10

SOURCE OF INFLUENCES TO PURCHASE IN BIG BAZAAR

Source of influences to purchase

in BIG BAZAAR No. of Respondents Percent

Friend 30 30.0

News paper 27 27.0

Spouse 10 10.0

Experts 20 20.0

Others 13 13.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table depicts that 30% of the respondents’ source of influences to purchase
in BIG BAZAAR is through ‘Friend’ whereas 27% of the respondents’ source of influences
to purchase in BIG BAZAAR is through ‘Newspaper’, 10% of the respondents’ source of
influences to purchase in BIG BAZAAR is through ‘Spouse’, 20% of the respondents’ source
of influences to purchase in BIG BAZAAR is through ‘Experts’ and the remaining 13% of the
respondents’ source of influences to purchase in BIG BAZAAR is through ‘others’.

The result inferred that majority 30% of the respondents’ source of influences to
purchase in BIG BAZAAR is through ‘Friend’ only.

44
 CHART 4.10

SOURCE OF INFLUENCES TO PURCHASE IN BIG BAZAAR

Percent
35

30

25

20 Percent

15

10

0
Friend News paper Spouse Experts Others

45
 TABLE 4.11

PREFERENCE TO PURCHASE IN BIG BAZAAR

Preference to purchase in BIG No. of Respondents Percent

BAZAAR
Ambience 4 4.0

Services 21 21.0

Availability/variety 30 30.0

Price 25 25.0

Quality 20 20.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table indicates that 4% of the respondents’ preference to purchase in BIG
BAZAAR is for ‘Ambience’ only whereas 21% of the respondents’ preference to purchase in
BIG BAZAAR is for ‘Services’, 30% of the respondents’ preference to purchase in BIG
BAZAAR is for ‘Availability/Variety’, 25% of the respondents’ preference to purchase in
BIG BAZAAR is ‘Price’ and the remaining 20% of the respondents’ preference to purchase in
BIG BAZAAR is ‘Quality’.

The result inferred that majority 30% of the respondents’ preference to purchase in
BIG BAZAAR is ‘Availability/Variety’.

46
 CHART 4.11

PREFERENCE TO PURCHASE IN BIG BAZAAR

Percent
35

30

25

20 Percent

15

10

0
Ambience Services Availability/variety Price Quality

47
 TABLE 4.12

NOTICED THE BIG BAZAAR ADVERTISEMENT BEFORE

Noticed the BIG BAZAAR

Advertisement No. of Respondents Percent
before
Yes 96 96.0

No 4 4.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table induces that 96% of the respondents noticed the BIG BAZAAR
Advertisement before whereas 4% of the respondents does not noticed the BIG BAZAAR
Advertisement.

The result inferred that majority 96% of the respondents’ noticed the BIG BAZAAR
Advertisement before.

48
 CHART 4.12

NOTICED THE BIG BAZAAR ADVERTISEMENT BEFORE

120

100

80

60

40

20

0
Yes No Price Quality

49
 TABLE 4.13

PERIOD OF VISITING TO BIG BAZAAR

Period of Visiting to BIG BAZAAR No. of Respondents Percent

Monthly 19 19.0

Below 1 year 51 51.0

1 to 3 years 22 22.0

More than 3 years 8 8.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table instigates that 19% of the respondents’ period of visting to BIG
BAZAAR is ‘Monthly’ whereas 51% of the respondents’ period of visiting to BIG BAZAAR
is ‘Below 1 year’, 22% of the respondents’ period of visiting to BIG BAZAAR is between ‘1
to 3 years’ and the remaining 8% of the respondents’ period of visiting to BIG BAZAAR is
‘More than 3 years’.

The result inferred that majority 51% of the respondents’ period of visiting to BIG
BAZAAR is ‘Below 1 year’.

50
 CHART 4.13

PERIOD OF VISITING TO BIG BAZAAR

Percent
60

50

40
Percent
30

20

10

0
Monthly Below 1 year 1 to 3 years More than 3 years

51
 TABLE 4.14
PREFERRED DAY TO PURCHASE IN BIG BAZAAR

Preferred Day to Purchase in Big No. of Respondents Percent

Bazaar
Morning 6 6.0
Evening 62 62.0
Noon 4 4.0
Night 28 28.0
Total 100 100.0
Source: Primary Data

INTERPRETATION:

The above table describes that 6% of the respondents’ preferred day to purchase in
BIG BAZAAR is ‘Morning’ whereas 62% of the respondents’ preferred day to purchase in
BIG BAZAAR is ‘Evening’ , 4% of the respondents’ preferred day to purchase in BIG
BAZAAR is ‘Noon’ and the remaining 28% of the respondents’ preferred day to purchase in
BIG BAZAAR is ‘Night’.

The result inferred that majority 62% of the respondents’ preferred day to purchase in
BIG BAZAAR is ‘Evening’.

52
 CHART 4.14

PREFERRED DAY TO PUR CHASE IN BIG BAZAAR

Percent
70

60

50

40 Percent

30

20

10

0
Morning Evening Noon Night

53
 TABLE 4.15

AVERAGE TIME SPENT FOR PURCHASE IN BIG BAZAAR

Average Time Spent for Purchase

in BIG BAZAAR No. of Respondents Percent

30 Minutes 24 24.0

Less than Hour 41 41.0

1 Hour 29 29.0

More than 2 Hours 6 6.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table depictsthat 24% of the respondents’ average time spent for purchase in
BIG BAZAAR is ’30 minutes’ whereas 41% of the respondents’ average time spent for
purchase in BIG BAZAAR is ‘Less than one hour’, 29% of the respondents’ average time
spent for purchase in BIG BAZAAR is ‘One Hour’ and the remaining 6% of the respondents’
average time spent for purchase in BIG BAZAAR is ‘More than 2 hours’.

The result inferred that majority 41% of the respondents’ average time spent for
purchase in BIG BAZAAR is ‘Less than 1 hour’.

54
 CHART 4.15

AVERAGE TIME SPENT FOR PURCHASE IN BIG BAZAAR

45

40

35

30

25

20

15

10

0
30 Minutes Less than Hour 1 Hour More than 2 Hours

55
 TABLE 4.16
LOOKING FOR OFFER TO MAKE PURCHASE

Looking for offer to make purchase No. of Respondents Percent

Yes 56 56.0

No 44 44.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table clears that 56% of the respondents’ looking for offer to make purchase
in BIG BAZAAR whereas 44% of the respondents’ does not looking for offer.

The result inferred that majority 56% of the respondents’ looking for offer to make
purchase in BIG BAZAAR.

CHART 4.16
56
 LOOKING FOR OFFER TO MAKE PURCHASE

LOOKING FOR OFFER TO MAKE PURCHASE

60

50

40

30

20

10

0
Yes No

57
 TABLE 4.17
SATISFIED WITH THE SERVICES PROVIDED BY BIG BAZAAR

Satisfied with the services

provided by BIG No. of Respondents Percent
BAZAAR

Yes 95 95.0

No 5 5.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table shows that 95% of the respondents stated ‘Yes’ whereas 5% of the
respondents stated ‘No’.

The result inferred that majority 95% of the respondents are satisfied with the services
provided by BIG BAZAAR.

58
 CHART 4.17

SATISFIED WITH THE SERVICES PROVIDED BY BIG BAZAAR

100

90

80

70

60

50

40

30

20

10

0
Yes No

59
 TABLE 4.18

RESPONSES OF THE SALES REPRESENTATIVES IN D MART

Response of the sales

representatives in BIG No. of Respondents Percent
BAZAAR
Good 26 26.0

Better 42 42.0

Best 29 29.0

Worst 3 3.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table depicts that 26% of the respondents stated ‘Good’ Response from the
sales representatives in D MART whereas 42% of the respondents stated ‘Better’, 29% of the
respondents stated ‘Best’ and the remaining 3% of the respondents stated ‘Worst’.The result
inferred that majority 42% of the respondents’ stated ‘Better’ response from the sales
representatives in BIG BAZAAR.

60
 CHART 4.18

RESPONSE OF THE SALES REPRESENTATIVES IN BIG BAZAAR

45

40

35

30

25

20

15

10

0
Good Better Best Worst

61
 TABLE 4.19

WILLING TO RECOMMEND BIG BAZAAR TO OTHERS

Willing to Recommend D mart to

Others No. of Respondents Percent

Yes 94 94.0

No 6 6.0

Total 100 100.0

Source: Primary Data

INTERPRETATION:

The above table explains that 94% of the respondents stated ‘Yes’ whereas 6% of the
respondents stated ‘No’.

The result inferred that majority 94% of the respondents are willing to recommend
BIG BAZAAR to others.

62
 CHART 4.19

WISH TO RECOMMEND BIG BAZAAR TO OTHERS

100

90

80

70

60

50

40

30

20

10

0
Yes No

63
3.6.2 RANK ANALYSIS

Rank Analysis is a method of statistics that measures the relationship between

ranking of different ordinal variables and different rankings of the same variable.

TABLE 4.20

RANKING TOWARDS THE FACTORS INFLUENCING TO BUY A PRODUCT

Rank
Factors 1 2 3 4 5 6 Average Rank
Score
Durability 22 43 26 8 1 0 2.23 1
Prestige 5 51 37 6 1 0 2.47 2
Style 14 22 45 13 6 0 2.75 3
Uniqueness 5 8 11 48 23 5 3.91 4
Price 2 4 8 12 43 31 4.83 5
Offers 4 4 7 3 24 58 5.13 6
INTERPRETATION:

The ranking analysis towards the evaluation of various factors in BIG BAZAAR
shows that the ‘Durability’ has been ranked first with 2.23, ‘Prestige’ has been ranked
second with 2.47, ‘Style’ has been ranked third with 2.75, ‘Uniqueness’ has been ranked
fourth with 3.91, ‘Price’ has been ranked fifth with 4.83 and ‘Offers’ has been ranked sixth
with 5.13.

64
 CHART 4.20

RANKING TOWARDS THE FACTORS INFLUENCING TO BUY A PRODUCT

1
25

20

15

10

0
Durability Prestige Style Uniqueness Price

65
 CHAPTER V

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS:

I. SIMPLE PERCENTAGE ANALYSIS

 Majority 51% of the respondents are between ’21 to 30 years’ of Age.
 Majority 61% of the respondents are ‘Female’.
 Majority 66% of the respondents are 'Unmarried’ only.
 Majority 63% of the respondents are ‘Under graduate’.
 Majority 45% of the respondents are still ‘Studying’.
 Majority 41% of the respondents are ‘Salaried’.
 Majority 35% of the respondents’ source of awareness to know
about BIG BAZAAR is through ‘Advertisement’.
 Majority 39% of the respondents’ frequency of visit to BIG
BAZAAR is ‘Whenever the need arises’.
 Majority 71% of the respondents’ feel happy about the present location of mart.
 Majority 30% of the respondents’ source of influences to
purchase in BIG BAZAAR is through ‘Friend’ only.
 Majority 96% of the respondents’ noticed the BIG BAZAAR Advertisement before.
 Majority 51% of the respondents’ period of visiting to BIG BAZAAR is ‘Below 1
year’.
 Majority 62% of the respondents’ preferred day to purchase in BIG BAZAAR is
‘Evening’.
 Majority 41% of the respondents’ average time spent for purchase in
BIG BAZAAR is‘Less than 1 hour’.
 Majority 56% of the respondents’ looking for offer to make purchase in BIG
BAZAAR.
 Majority 95% of the respondents are satisfied with the services provided by BIG
BAZAAR.
 Majority 42% of the respondents’ stated ‘Better’ response from the
sales representatives in BIG BAZAAR.
 Majority 94% of the respondents are willing to recommend BIG BAZAAR to
others.

66
5.2 SUGGESTIONS:

 BIG BAZAAR should provide large parking space for its customers so that they can
easily park their vehicles.

 The infrastructure is needed to be changed a bit during weekend as heavy crowd

comes into Big Bazaar during those days.
 Big Bazaar should include more of branded products its product category so as to
attract the brand choosy people to come in to Big Bazaar.
 Big Bazaar should keep offers in regular intervals so that there should not be a long
term gap, because offer is the most influencing factor which is responsible for
customer purchase decision.
 They also concentrate on TV advertisement they should show ads and
promotional offers in a regular interval in languages like Hindi English.
 Hoarding should be placed in uncovered are

67
5.3 CONCLUSION

BIG BAZAAR is a major shopping complex for today’s customers. It is a place

where customers find variety of products at a reasonable price. Big Bazaar has a good
reputation ofitself in the market. It has positioned itself in the market as a discounted
store. It holds a huge customer base. The majority of customers belong to middle class
family. The youth generation also likes shopping and moving around Big Bazaar.
Volume sales always take place in Big Bazaar. Impulse buying behavior of customers
comes in to play most of the times in Big Bazaar.

Big Bazaar is a hypermarket as it provides various kinds of goods like apparels,

grocery, stationary, food items, electronic items, leather items, watches, jewellery,
crockery, decorative items, sport items, chocolates and many more. It competes with all
the speciality stores of different products which provide goods at a discounted rate all
throughout the year. It holds a large customer base and it seemed from the study that the
customers are quite satisfied with Big Bazaar. As of now there are 132 Big Bazaar in
different cities of India. It seems that there is a vast growth of Big Bazaar as customer
demands, increasing for Big Bazaar. It has emerged as a hub of shopping specially for
middle class people

68
 BIBLIOGRAPHY

http://www.Big Bazaar.co.in

http://www.pantaloonretail.in/business/Big Bazaar.html

http://www.scribd.com/doc/Big Bazaar

http://wikipedia.org

http://www.pantallooneretail.in

http://Big Bazaarindia.com

69
 REFERENCES

FUTURE RESEARCH
The results of this research add valuable insight to marketers about consumers'
buying behaviour toward Big bazaar, as well as their preference and values associated with
their product selection. Furthermore, the results bring direction for further research, which is
mentioned below. A researcher might evaluate consumer attitudes toward Big bazaar
shopping. It would be more interesting to know which attributes are important to consumers
for purchase at Big bazaar also be conducted by utilizing the same survey instrument which
would results interesting outputs. Since this research was focused on the only at Erode city.

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Management Volume 3 ,Issue 2(2015) pp: 06- 11 ISSN(Online) : 2347-3002.

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 A STUDY ON BUYING BEHAVIOR OF CUSTOMER IN
BIG BAZAAR IN ERODE CITY

1. Name

2.Age:
a) below 20 years b) 21-30 c) 31-40 d) above 40
3.Gender:
a) Male b)
female 4.Marital status:
a) Married b) unmarried
5.Qualification:
a) Illiterate b) School Level c) Under Graduate d) Post
Graduate
6. Monthly income level

a) Below Rs. 10,000 b) Rs.100001-20000 c) Rs.20001-30000 d) 30001&above

7. Source of income

a) Mother/Father b) Business c) Salaried d) Pocket Money

8.How did you come to know about Big Bazaar?

a) Friend b) Family c) Advertisement d) Spouse
9.How frequently do you visit Big Bazaar?
a) once in a week b) twice in a week

c)during special occasion d) whenever the need arises

10. Are you happy with the location of Big Bazaar?

a) Yes b) no

11. What influenced your purchasing in Big Bazaar?

a) Friend b) newspaper c) spouse d) experts

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12. Why do you prefer to make your Purchase in Big Bazaar?

a) ambience b) service c) availability/variety d) price

13. Rank the factors influencing you to buy product

a) durability b) prestige c) style d) uniqueness

14. Rank the preferable products

a) Ethnic wear b) utensils c) cosmetics d) food products

15. Have you see the advertisement of Big Bazaar?

a) Yes b) no

16. How long you have been visiting Big Bazaar?

a) Below 1 year b) 1-3 year c) monthly d) more than 3 year

17. What time of day do you prefer purchase in Big Bazaar

a) Morning b) evening c) noon d) night

How much time do you spend for purchase in Big Bazaar?
b) 30 minutes b) less than hour c)1 hour d) more than 2 hours

18. Do you wait for offer to make purchase? a) yes b) no

19. Are you satisfied with the services provided by Big Bazaar?

a) Yes b) No

20. What is the response of the sales representatives in Big Bazaar?

a)Good b)better c)best d)worst
21. Rank the following factor of Big Bazaar on the basis of your evaluation

a) price b) quality c) offer d) service

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22. Will you recommend Big Bazaar to others

a) Yes b) no

23. Give your valuable suggestions to improve customer satisfaction of Big Bazaar.

24. What time of day do you prefer purchase in Big Bazaar

a) Morning b)Evening c) noon d)night

How much time do you spend for purchase in Big Bazaar?
b) 30 minutes b)less than hour c)1 hour d) more than 2 hours

25.Do you wait for offer to make purchase?

a)yes b) no

26.Are you satisfied with the services provided by Big Bazaar?

a) yes b)no

27. What is the response of the sales representatives in Big

Bazaar? a)good b)better c)best d)worst
28. Rank the following factor of Big Bazaar on the basis of your evaluation

a) Price b) quality c) offer d) service

29. Will you recommend Big Bazaar to others

a) Yes b) no

30. Give your valuable Suggestions…..

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