customer awareness and buying behaviour about retail

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Customer Awareness and Buying Behaviour

In Retail

-A Case Study on Big Bazaar ( Kolkata )

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQIREMENTS FOR

THE AWARD OF

THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

Submitted to:

WEST BENGAL UNIVERSITY OF TECHNOLOGY

BY

SUDIPTA SEKHAR DAS ADHIKARY

Registration Number: 101270710045 of 2010-2011

Roll: 12700910029

Under The Guidance of:

Dr. Sriparna Guha

(NARULA INSTITUTE OF TECHNOLOGY;

AGARPARA, KOLKATA 81)


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Acknowledgement

A successful project can never be prepared by the single effort or the person to

whom project is assigned , but it also demand the help and guardianship of some

conversant person who helps in the undersigned actively or passively in the

completion of successful project.

With great pleasure I express my gratitude to our head of the department Dr. K.

K. Bardhan and project guide Dr. Sriparna Guha without their help this would not

have been completed. They have given their precious suggestions and constructive

guidance has been indispensable in the completion of this project work.

I would like to express my sincere thanks and gratitude to Saswata Chaudhury,

Anirban Kundu, Subhadeep Paul and all employees of Big Bazaar (Future Group

Big Bazaar, Kolkata) for their support and guidance during my stay in their

organization.

Last but not the least I would also like to thank my friends and all the responded.

Who directly and indirectly supported to me during my project work, without the

help of whom this project would not have been possible.

Place:

Date: Sudipta Sekhar Das Adhikary


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Narula Institute Of Technology

DECLARATION

I hereby declare that the information presented here is true to

the best of my knowledge. Also, the report has not been published

anywhere else.

.

Sudipta Sekar Das AdhikaryEMAIL- [email protected]


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COMPANY CERTIFICATE


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COLLEGE CERTIFICATE

This is to certify that the FIELD WORK titled Customer

Awareness and Buying Behaviour In Retail A Case Study on Big

Bazaar (Kolkata) is a bona fide work carried out by Mr Sudipta

Sekhar Das Adhikary (Registration no: 101270710045 of 2010-2011), student of

Master Of Business Administration (Semester 3

rd

) of Narula Institute OfTechnology, Kolkata under WEST BENGAL UNIVERSITY OF

TECHNOLOGY in the Year 2011.

This project report has been approved as it satisfies the academic requirements in

respect of project work prescribed for the award of MBA degree.

Internal guide H.O.D

Dr. Sriparna Guha Dr.K.K. Bardhan

.

Date:

Place: Kolkata College Seal


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Contents

Sr.

No

Page No.

1 Executive Summary 7

2 Introduction 8-11

3 Company Profile 12-13

4 Literature Survey 14-17

5 Objective , scope and limitations of the study 18-19

6 Methodology 20-26

7 Data Tabulation: Analysis & Interpretation 27-35

8 Conclusion & Recommendations 36-38

9 References 39

10 Annexure 40-45

11 Appendix 46


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Executive Summary

The phenomenon of organized retailing, in spite of its tremendous growth in the last

2-3 years in India has just seen the tip of iceberg. As giants like Reliance, Bharati-Walmart

and others enter the fray, the scenario is going to become more competitive and attractive.

So,Big Bazaarfaces a formidable competition from the unorganized and organized sector.

Change in consumer behavior, intensification of competition with the emergence of new

players has made it difficult to achieve the forecasted success. So, this report was

commissioned to examine the customer awareness and buying behavior in Big Bazaar.

Main objective of the project is to understand profile of the customers of Big Bazaar

and evaluate the different tools of advertisement and also try to identify the various

products that customers frequently purchase from Big Bazaar.

In this project we collected samples from customers of Big Bazaar and catchment

area people of Sealdah (Big Bazaar) with the help of purposive sampling method and for

analysis purpose we mainly used different statistical tools and techniques like ANOVA,

Simple Regression and Multiple Regression.

This project evaluates that the customers are more price conscious and also

quality. Upcoming generations are more dependent on computer and they are usually

coming in store for staples, Grocery, Food and Apparels.

It is recommended that extensively promoting the upcoming offers by only mobile

messaging and mailing. We can put them on the rewards card program or we can send

them a monthly newsletter reminding them of all the specials you have both in the retailstore and online and also give upcoming offers details back side of the bill (pay

receipt).We can tally the prices of our products with the open market value as the people

are more price conscious.


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Introduction

The India Retail Industry is the largest among all the industries, accounting for over

10 per cent of the countrys GDP and around 8 per cent of the employment. The Retail

Industry in India has come forth as one of the most dynamic and fast paced industries with

several players entering the market. The India Retail Industry is gradually inching its way

towards becoming the next boom industry.

The word Retail is derived from French word with the prefix re and the verb

trailer meaning to cut again. Evidently, retail trade is one transported to final consumers.

The level of retail sales is one of the most useful barometers of the nations

economic health. But when sales go down, manufactures cut back production,

unemployment increases and retail sales also goes down.

Future Group faces a formidable competition from the unorganized and organized

sector. Change in consumer behavior, intensification of competition with the emergence of

new players has made it difficult to achieve the forecasted success. So, this report was

commissioned to examine customer awareness and buying behavior in retail-A case

study on Big Bazaar (Kolkata).

In retail customers are first and last. So, evaluate what are the actual needs of

customer for providing quality goods or services to the local or wider community. This

research is vital for the Future group to give the proper services to consumers. Future

Group makes every effort to delight its customers, tailoring store formats to changing

Indian lifestyles and adapting products and services to their desires.

Consumers behavior is often studied because certain decisions are significantlyaffected by their behavior or expected actions. For this reason consumer behavior is said to

be applied discipline.

In a general sense, the most important reason for studying consumer behavior is the

significant role it plays in our lives. Much of our time is spent directly in the market place,

eating or engaging in other activities. A large amount of additional time is spent thinking

about products and services, talking to friends about them, and seeing or hearing

advertisements about them. In addition, the goods people eat and the manner in which they

use them significantly influence how they live their daily lives. These general concerns


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alone are enough to justify our study of consumer behavior. However, many seek to

understand the behavior of consumers for what are thought to be more immediate and

tangible reasons.

The main reason behind this project was to find out the behavior of the consumer

buying behavior while shopping at mall because most of the population surveyed preferredto shop at malls and how day by day the consumers demands are increasing and through

this project I came to know that what are the various behavior of a typical customer who

shops at mall.

The study of consumers helps firms and organizations improve their marketing

strategies by understanding issues such as how

The psychology of how consumers think, feel, reason, and select betweendifferent alternatives (e.g., brands, products, and retailers);

The psychology of how the consumer is influenced by his or her environment

(e.g., culture, family, signs, media);

The behaviour of consumers while shopping or making other marketing

decisions;

Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that

differ in their level of importance or interest that they entail for the consumer;

How marketers can adapt and improve their marketing campaigns and marketing

strategies to more effectively reach the consumer.

One "official" definition of consumer behaviour is "The study of individuals,

groups, or organizations and the processes they use to select, secure, use, and dispose of

products, services, experiences, or ideas to satisfy needs and the impacts that these

processes have on the consumer and society." Although it is not necessary to memorize

this definition, it brings up some useful points:

Behaviour occurs either for the individual, or in the context of a group (e.g.,

friends influence what kinds of clothes a person wears) or an organization

(people on the job make decisions as to which products the firm should use).


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Consumer behaviour involves the use and disposal of products as well as the

study of how they are purchased. Product use is often of great interest to the

marketer, because this may influence how a product is best positioned or how

we can encourage increased consumption. Since many environmental problems

result from product disposal (e.g., motor oil being sent into sewage systems to

save the recycling fee, or garbage piling up at landfills) this is also an area of

interest.

Consumer behaviour involves services and ideas as well as tangible products.

The impact of consumer behaviour on society is also of relevance. For example,

aggressive marketing of high fat foods, or aggressive marketing of easy credit,

may have serious repercussions for the national health and economy.

There are four main applications of consumer behaviour:

The most obvious is formarketing strategyi.e., for making better marketing

campaigns. For example, by understanding that consumers are more receptive to

food advertising when they are hungry, we learn to schedule snack

advertisements late in the afternoon. By understanding that new products are

usually initially adopted by a few consumers and only spread later, and then only

gradually, to the rest of the population, we learn that (1) companies that

introduce new products must be well financed so that they can stay afloat until

their products become a commercial success and (2) it is important to please

initial customers, since they will in turn influence many subsequent customers

brand choices.

A second application is public policy. In the 1980s, Accutane, a near miracle

cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth

defects if taken by pregnant women. Although physicians were instructed to

warn their female patients of this, a number still became pregnant while taking

the drug. To get consumers attention, the Federal Drug Administration (FDA)

took the step of requiring that very graphic pictures of deformed babies be

shown on the medicine containers.


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Social marketinginvolves getting ideas across to consumers rather than selling

something. Marty Fishbein, a marketing professor, went on sabbatical to work

for the Centres for Disease Control trying to reduce the incidence of

transmission of diseases through illegal drug use. The best solution, obviously,

would be if we could get illegal drug users to stop. This, however, was deemed

to be infeasible. It was also determined that the practice of sharing needles was

too ingrained in the drug culture to be stopped. As a result, using knowledge of

consumer attitudes, Dr. Fishbein created a campaign that encouraged the

cleaning of needles in bleach before sharing them, a goal that was believed to be

more realistic.

As a final benefit, studying consumer behaviour should make us betterconsumers. Common sense suggests, for example, that if you buy a 64 liquid

ounce bottle of laundry detergent, you should pay less per ounce than if you

bought two 32 ounce bottles. In practice, however, you often pay a size premium

by buying the larger quantity. In other words, in this case, knowing this fact will

sensitize you to the need to check the unit cost labels to determine if you are

really getting a bargain.

There are several units in the market that can be analysed. Our main thrust in this

course is the consumer. However, we will also need to analyse our own firms strengths

and weaknesses and those of competing firms. Suppose, for example, that we make a

product aimed at older consumers, a growing segment. A competing firm that targets

babies, a shrinking market, is likely to consider repositioning toward our market. To assess

a competing firms potential threat, we need to examine its assets (e.g., technology,

patents, market knowledge, and awareness of its brands) against pressures it faces from themarket. Finally, we need to assess conditions (the marketing environment). For example,

although we may have developed a product that offers great appeal for consumers, a

recession may cut demand dramatically.


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Company Profile

Big Bazaar

Pantaloons Retail (India) Limited, is Indias leading retailer that operates multiple

retail formats in both the value and lifestyle segment of the Indian consumer market.

Headquartered in Mumbai (Bombay), the company operates over 7 millions square feet of

retail space, has over 1000 stores across 53 cities in India and employs over 25,000 people.

The companys leading formats include Pantaloons, a chain of fashion outlets, Big

Bazaar, a uniquely Indian Hypermarket chain, food Bazaar, a supermarket chain, blends

the look, touch and feel of Indian bazaars with aspects of modern retail like choice,

convenience and quality and Central, a chain of seamless destination malls. Some of its

other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all,

Top 10, bazaar and Star and Sitara. The company also operates an online portal,

futurebazaar.com.

Big Bazaar is not just another hypermarket. It caters to every need of your family.

Where Big Bazaar scores over other stores is its value for money proposition for the

Indian customers.

At Big Bazaar, you will definitely get the best products at the best prices - thats

what they guarantee. With the ever increasing array of private labels, it has opened the

doors into the world of fashion and general merchandise including home furnishings,

utensils, crockery, cutlery, sports goods and much more at prices that will surprise you.

And this is just the beginning. Big Bazaar plans to add much more to complete your

shopping experience.

Future group

Future group is one of the countrys leading business groups present in retail, asset

management, consumer finance, insurance, retail media, retail spaces and logistics. The

groups flagship company, pantaloons Retail (India) Limited operates over 7 million

square feet of retail space, has over 1000 stores of its leading retail formats include,


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Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, Ozone, Depot, future Money

and online retail format, futurebazaar.com.

Future group includes, Future Capital Holding, Future Generally India Indus league

clothing and Galaxy Entertainment that manages sports Bar, Brew Bar and Bowling Co.

Future Capital Holding, the group s financial arm, focuses on asset management andconsumer credit. It manages assets worth over $1 billion that are being invested in

developing retail real estate and consumer-related brands and hotels.

The groups joint venture partners include Italian insurance major, generally,

French retailer ETAM group, Us-based stationery products retailers, Staples Inc. and

UK-based Lee Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes.

Future Groups vision is to, deliver Everything, Everywhere, Every time toevery Indian consumer in the most profitable manner. The group considers as a

core value and its corporate credo is- Rewrite rules, Retain values.

Store Locations


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Literature Survey

Indian Retail Market and Growth of SMEs

The retail market in India is estimated at about US$ 410 billion and constitutes

about 60% of private consumption and about 35% of India's GDP. With Indian GDP

expected to grow at 7-8 % in the next coming years, the retail market is expected to touch

US $860 billion by 2018. In recent years, this sector has witnessed a lot of interest from

both domestic and global players, who have committed investments worth US $30 billion,

which will lead to increase in the share of modern retail from the current 4.5% to almost

25% of the total retail market by 2018.

The Indian retail market is the fifth largest retail destination globally. The current

size of the Indian retail industry stands at $511 billion in 2008. Simultaneously, modern

retail is likely to increase its share in the total retail market to 22 per cent by 2010.

Organized retail in India raked in US$ 25.44 billion turnover in 2007-08 as against US$

16.99 billion in 2006-07, a whopping growth rate of 49.73 per cent (according to the Credit

Rating and Information Services of India). Organized retail has increased its share from 5

per cent of total retail sales in 2006 to 8 per cent in 2007. It is currently around 12 per cent.

India has one of the largest numbers of retail outlets in the world. Of the 12 million retail

outlets present in the country, nearly 5 million sell food and related products.

Though the market has been dominated by unorganized players, the entry of

domestic and international organized players is set to change the scenario. Per capita


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retailing space is about 2 sq. ft (compared to 16 sq. ft in the U S). India's per capita

retailing space is thus the lowest in the world. Around 7% of the population in India is

engaged in retailing, as compared to 20% in the USA.

Statistically, the global retail industry is witnessing a CAGR of 5.5% is slated to

grow at the same rate till 2009. The following graph shows an overall trend of the global

retail revenues.

The Total Retail market size in India at the end of 2007 was Rs 12,781 bn. Food and

Beverage constituted a whopping 74% of the market followed by clothing and textiles at

9%.

Source: http://india.omretail.com

The organized retail market breakup is as shown below. Clothing and Textile has the

largest pie of organized retail market since Grocery.

Source:http://india.omretail.com

From the above scenario we told that Big Bazaar faces a formidable competition

from the organized and unorganized retail sector. Also they have much more opportunity.


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They easily find out which areas are their target areas and where their improvement

essential.

Consumer buying behavior is related to the behavior of an individual, which is

related to the purchasing of any product of services. It refers to those actions, which are

linked with the purchase of products for personal or household use. The customer buying

behavior majorly depends on five steps, i.e. identification of the problem, discover the

information, finding the alternatives, buying the product and evaluating the usages after

purchase or utilization (Pride, Hughes and Kapoor 2011). Different marketing strategies

are followed by different retail stores in UK that effectively helps the companies to retain

the old customer and attract the potential customers in order to prepare a strong customer

base for the organization.

With the help of different marketing strategies organization tries to influence the

buying behavior of the customers to increase the sales revenue and to generate profits.

Analysis for the buying behavior of the consumer helps the organization to understand the

various aspects of the customers such as reason of buying a particular product.

Additionally, it also helps in understanding the source from which the customer gets

information to buy the products (Lancaster and Massingham 2010).

Psychologists have long been interested in the topics of buying and shopping

behaviour. Some major perspectives in psychology such as behaviourism and cognitivist

have formulated different theories to explain buying motivation and behaviour. The

behaviourists stress the process of operant conditioning and individuals history of

reinforcement, while the cognitive approach puts its accent on individuals free will andintentional, voluntary action. The views of these two perspectives can be examined in

terms of the nature of buying behaviour and the process of choice.

With regard to the nature of buying behaviour, the behaviourists consider it as a

response to a reinforce. One of the famous behaviourists, Alhadeff (1982) represents

buying behaviour as the outcome of the relative strengths of conflicting approach and

escape behaviours, each of which is determined by its own reinforces. Etc. On the otherhand, the cognitive perspective views buying behaviour as more voluntary, rational and

intentional in nature rather than mere response to the environment. People buy what they


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want to buy and their reasons for buying embrace "whatever consideration induced,

inclined, weighed with or decided them to buy" (Beck, 1975). Etc.

Based on their different conception about the nature of buying behaviour, the

behaviourist and the cognitive theorists have different views on the process of choice when

buying. The behaviourists propose that consumer choice begins with an external stimulus

such as an advertising message or word-of-mouth communication. Etc. However, the

cognitive psychologists adopt a different approach to explain the process of choice. They

consider the choice of buying as a rule-following behaviourEtc.

To the behaviourists, therefore, choice of buying is simply behaviour, the only way

of acting in a given set of circumstances defined in terms of controlling contingencies. On

the other hand, the cognitive theorists present choice of buying as an outcome of internal,

mental deliberation and psychological decision. Actually, although the behaviourists and

the cognitive theorists have different ideas of the content of choice, they do share similar

view on the unconscious feature of choice (rather involuntary response to discriminative

stimulus and the following of rules).


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Objective

To understand profile of the customers of Big Bazaar and also try to find out various

convenience and scope of advertisement.

To evaluate the most effective offers to the Big Bazaar customers.

Make a comparison between ATL (above the line) and BTL (below the line)

campaigns on the customers. Try to identify the various Products that customers frequently purchase from Big

Bazaar.

Scope of the project

The market survey has done in store and catchment area; this project is useful for

the better understanding of the consumer behavior. The project encompasses the various

behavior of customer, their pre and post behavior when they buy. There is also overview of

the consumers attraction towards organized retail, mostly consumer perceptions are

changing and most of the consumer now prefers to shop in super or hyper market store.

The project work involves specific guidelines for the organized retail and helps them to

understand better the consumer buying behavior.


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Limitations

Time constraint

The allotted time to conduct the survey was 60 days. Therefore it became a bit

difficult to cover the store and catchment area of Sealdah (Kolkata).

Availability of data

Non-willingness of the respondents to answer the questionnaire was also a hurdle.

Reliability of data

Reliability of data always remains a prime concern when humans are surveyed.

Mon-interest, poor understanding, unclear questions, inability to think instantly and

customer biases creeps in apprehensiveness in the minds of the researcher while tabulating

and analyzing the data.


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Methodology

Methodology wills common parlance refers to a search for knowledge. One can

also define also research as a scientific and systematic research for pertinent information a

specific topic. Research is an art of systematic investigation. Some people consider

research as a movement, a movement to the known to the unknown.

According to Clifford Woody, Research comprises defining and redefining

problems, formulating hypothesis or suggested solutions, collecting, organizing and

evaluating data, making deductions mil reaching conclusion, and at last carefully testing

the conclusion to determine whether they fit the formulating hypothesis.

In this project, we gathered and analysed of the data concern with an objective. The

whole activity is divided into various parts and after compilation of that we reach at certain

findings, which enable us to marketing decision. It involves the diagnosis of information

needed and the selection of the relevant and inter-related variables.

Research problem

How Customer Awareness and Buying Behavior are changes at Big Bazaar?

Research Design

Research design is an arrangement of condition for collection and analysis of data in

a manner that aims to combine relevance to research purpose with an economy in

procedure. Research design is needed because it facilitates the smooth ailing of the various

research operations, thereby making research efficient possible yielding maximal

information with minimal expenditure. Research design used in this project is Single

Cross-sectional design where one sample is drawn from a population of interest. In this

research design a cross sectional study is concerned with a sample of elements from a

given population. Data on a number of characteristics from the sample elements are

collected and analysed.


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Description type of research design we followed for the purpose of

the research

Marketing research studies can be broadly classified into three basic types namely,

Exploratory, Descriptive and Causal, depending on the objectives and prior knowledge on

the issue(s) being examined. This research is a mainly descriptive research.

Descriptive Research

Descriptive studies attempt to determine the frequency with which something

occurs or the relationship between two phenomena. I try to identify the characteristics of

users of certain product; the degree to which product consumption varies with different

types of users. The data obtained by descriptive research is put too much statistical analysis

and determine the list of variables to be investigated and state how these variables are to be

measure.

Research Plan

Research Approach : SURVEY METHOD

Data Collection Method

The primary data are those, which are collected a fresh and for first time and thus

happen to be original in character.

The secondary data are those which have been collected by someone else and

which have already been passed through statistical process.

Data has been collected by the researcher by Primary sources such as

questionnaire and personal interview. It included 17 questions and 300 customers and 150

people of catchment area were given the questionnaire and response was taken from them.

Chart, graphs and statistical tools will be used for presentation of data for easy

understanding and interpretation.

Secondary sources are previous store record and internet.


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Data Collection Instruments

Questionnaire

Personal Interviews

Designing the Questionnaire

The questionnaire was carefully developed tested and debugged

before they were administered on a large scale. Each questions contributed to

the research objective here questionnaire is structured types means there are

concrete, definite and predetermined questions.

The questions are presented are exactly same wording and in the same

an order to all respondents. The questionnaire had a mix type of open ended,

closed ended and multiple choice questions. The questions were limited in

numbers simple direct and unbiased technology was adopted.

Personal Interviews

Personal interview is mostly commonly used method of data

collection. Two purposive communications between interviewer (researcher)

and the respondent (subject) aimed at obtaining and recording information

pertinent to the subject matter to study. The interviewer resents oral, verbal

and written stimuli and receives oral resonances.


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About the Survey

Survey Title: Customer Awareness and Buying Behaviour In Retail A Case

Study on Big Bazaar ( Kolkata )

Target Population: All customers of the store and all people of the catchment area

of the store

Sample Frame: This sample frame was provided by the Future Group for

catchment area analysis (BB-Sealdah).

The list of nearby and extended catchment areas:

NameDistance from

Store(K M)Bus Route

Auto

RouteTrain Route Location

Maulali 2 Yes Yes No Nearby Location

Beliaghata 2.5 Yes Yes No Nearby Location

College

Street/Razabazar1.5 Yes Yes No Nearby Location

Entally 2 Yes Yes No Nearby Location

Park Circus 3 Yes N0 Yes Nearby Location

Dhakuria 6 Yes N0 Yes Extended Location

Jadavpur 8 Yes N0 Yes Extended Location

Bagha Jatin 10 Yes N0 Yes Extended Location

Garia 13 Yes N0 Yes Extended Location

Narendrapur 14 Yes N0 Yes Extended Location

Sonarpur 16 Yes N0 Yes Extended Location

Bidhyadharpur 17 Yes N0 Yes Extended Location

Champahati 20 No N0 Yes Extended Location

Ghutiari Sharif 26 No N0 Yes Extended Location

Taldi 30 No N0 Yes Extended Location

Canning 35 No N0 Yes Extended Location

Bidhannagar 4 Yes N0 Yes Extended Location

Dumdum 6 Yes N0 Yes Extended Location

Belgharia 12 Yes N0 Yes Extended Location


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Agarpara 15 Yes N0 Yes Extended Location

Sodepur 17 Yes N0 Yes Extended Location

Kharda 18 Yes N0 Yes Extended Location

Titagarh 21 Yes N0 Yes Extended Location

Barrackpore 23 Yes N0 Yes Extended Location

Palta 25 No N0 Yes Extended Location

Ichapur 28 No N0 Yes Extended Location

Shyamnagar 30 No N0 Yes Extended Location

Jagaddal 33 No N0 Yes Extended Location

Kakinara 36 No N0 Yes Extended Location

Naihati 38 No N0 Yes Extended Location

Halisahar 42 No N0 Yes Extended Location

Kachrapara 46 No N0 Yes Extended Location

Kalyani 48 No N0 Yes Extended Location

Liluah 28 Yes N0 Yes Extended Location

Belur 27 Yes N0 Yes Extended Location

Bali 26 Yes N0 Yes Extended Location

Uttarpara 27 Yes N0 Yes Extended Location

Hindmotor 28 Yes N0 Yes Extended Location

Konnagar 29 Yes N0 Yes Extended Location

Rishra 30 Yes N0 Yes Extended Location

Srirampur 31 Yes No Yes Extended Location

Sheorafuli 32 Yes No Yes Extended Location

Bhadreswar 35 Yes No Yes Extended Location

Baidyabati 34 Yes No Yes Extended Location

Chandan nagar 38 Yes No Yes Extended Location

Chinsura 39 Yes No Yes Extended Location

Hoogly 40 Yes N0 Yes Extended Location

Bandel 42 Yes N0 Yes Extended Location


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Sampling Method

Non-probability sampling was used. Non-probability sampling is that sampling

procedure which does not afford any basis for estimating probability that each item in

population has being included in the sample. Under non-probability sampling organizers of

enquiry purposely select particular unit of universe for constituting a sample on the basis of

the small mass that they so select out of huge one will be typical or representative of the

whole adequate consideration was taken to bring a heterogeneous group in terms of age,

income, occupation etc. to make the results credible.

Sample Size

300 respondents in store and 150 respondents from catchment area

Time

The survey of 450 respondents was finished in two months.

For Analysis purposes following techniques are used

ANOVA ANALYSIS

Problem formed

The following represent the sales of store by male and female of four different

age categories. On the basis of this information can it be conclude that the average sales

of different sex are significantly different the mean sales are different for different age

groups? (test at 5% level of significance)

[ F0.05;3,3

=9.28, F0.05;1,3

=10.13 ]

Solvation Part

Here the null and alternative hypotheses are

H01

: The average sales of different sex are not significantly difference.

H11

: The average sales of different sex are significantly different.

H02

: The mean sales are not different for different groups.

H22

: The mean sales are different for different groups.


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For two way ANOVA analysis : TSS= BSS + RSS + ESS

Simple Regression Analysis

MethodDetails

The simple regression equation is given by

Y = +1x

If, bi

are the least squares of i, i= 0,1. Then normal equations of a linear

regression are:

Y =n b0

+ b1x ..(1)

x y = b0x + b

1x

2

..(2)

Where, Y =Sales

X= No of Customers

Multiple Regression Analysis

MethodDetails

The simple regression equation is given by:

Y=b0 + b1x1 + b2x2 + b3x3

Then normal equations of a linear regression are:

Y = nb0 + b1 X1 + b2 X2 + b3 X3

X1Y = b0 X1 + b1 X12+ b2 X1X2 + b3 X3X1

X2Y= b0 X2+b1 X1X2+b2 X22

+b3 X3X2

X3Y=b0 X3+b1 X1X3+b2 X2X3+b3 X32

Where, Y= no of total customers

X1= no of customers for staples

X2= no of customers for apparels

X3= no of customers for others


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0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

120.00%

REVNSV.ACV%

Data Tabulation: Analysis &

Interpretation1) Sales of different departments of BB- Sealdah (Kolkata) at the year 2010

Graph: 1 Source : Departmental Store

From the above graph:1 we easily identify Home Improvement department

performed badly and improvement essential for this department. The main profitable

products are Food Bazaar, Fashion, Beauty goods and Toys and Sport Goods. For the all

over improvement, it is essential to know at present customer needs and buying behavior.

So, we proceed to know the actual customer need and buying behavior.

2) Table:1: Description of sample:

This pie chart indicates that, more of the customers are male in Sealdah Big

Bazaar.


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3) Table:2: Relationship between sex and age regarding sales(no of bags in hand):

Table no:2, represents the sales of store by male and female of four different age

categories.

4) Table:3: Two way ANOVA table:

Table no:3: shows that the computed value for age groups (=44.257) is greater than

the corresponding tabulated value of F with (3,3) d.f. at 5% level of significance, we reject

the null hypothesis (H02

) and conclude that four age groups do differ to mean sales.

Again the calculated value of F for sex (=8.696) is less than the corresponding

tabulated value of F with (1,3) d.f. at 5% level of significance. Therefore, we accept the

null hypothesis (H01) and conclude that the average sales of different sex are equal.

Quantitatively sexes have no effect on sales but qualitatively it has more great effect

on sales.


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5) Table:4: Sales of different age groups at Big Bazaar:

The table (4) shows that 39.09 % and 27.23% of sales are coming from 31-45 and16-30 age groups respectively. The more profitable age group is 31-45 age groups. They

are A-class type of customers of Big Bazaar.

6) Table:5: Favorite offer periods to visit Big Bazaar:

Table (5) shows that Monthly Bachat Bazaar(16%) is not so exiting offer period at

Big Bazaar but Wednesday Bazaar(35%) is a exiting offer period because it is the cheapest

day of the week ( A free potato and onion offer is given to the customers).This table also

shows that 19% of the customers are not known any type of offer.

AGE

Groups

SALES

(No. Of

Bags In

Hand)

Percentage

(%)

16-30 186 27.23

31-45 267 39.09

46-60 157 22.99

61-75 73 10.69

Total 683 100

Offer Periods No of

Responde

nts

Percent

age (%)

WednesdayBazaar

105 35

Any Weekend 60 20

Monthly Bachat

Bazaar

48 16

Not Known 57 19

Others 30 10

Total 300 100


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7) Table:6: The Effect of various offer periods to the Big Bazar Customers

(analysis by simple regression)

With the help of table(6), we want to evaluate that how much sales is dependent on

various offer periods also if one unit offer increase then sales increase or decrease.

The fitted regression equation is- Y = -5.676 + 2.5146 x

Correlations coefficient (rxy

) is given by

rxy

= ( , )/ ( ) ( )

rx y

= 0 . 9 7 1 5 a n d r 2

x y= 0 . 9 4 3 8

That is, 94.38 % variation of sales (Y) is explained by the independent variable

various offer periods (x). In other words, 5.62% of variation of sales (y) remains

unexplained by x.

Here, positive correlation indicates Y means sales tends to increase as X means

offers periods are increases.

If one unit offer increase then sales increase 2.5146 and any offer not given then

sales decrease -5.676 .


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8) Table 7: The effect of ATL and BTL Campaign on customers:

Table (7) shows that the both ATL and BTL activities are important for promotion.

In ATL, TV (16.67%) and Newspaper (20%) are more effective and in BTL, Store

(18.33%) and outdoor (10%) are more effective.

9) Table:8: Different mode of communication are used by customers to

come Big Bazaar (Sealdah):

Modes of communication of customers are more depend on the geographical

location of the store. Sealdah store circularly connected with the train routes. For this

reason, this table (8) also indicates that most of the customers are coming by train (50%).

ATL and

BTL Campaign

Name

No of

Respond

ents

Percenta

ge (%)

Experience overperiod of time 85 28.33

Newspaper 60 20

Store 55 18.33

T V 50 16.67

Outdoor 30 10

Others(Radio,WOM)

20 6.67

Total 300 100

Mode of

Communication

No of

Customers

Percentage

(%)

Train 150 50

Auto 40 13.33

Public Bus 50 16.67

Others (Walking,Own 2 Wheeler)

40 13.33

Own 4 Wheeler 20 6.67

Total 300 100


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10) Table:9: Why customers are most like to shop at Big Bazaar:

Factors No of Customers Percentage (%)

Hypermarket Facility 100 33.33

Store Atmosphere(Cleanness, employees

behavior, AC, music, storedesign and layout, VM)

85 28.33

Brand Name 40 13.33

Quality High 30 10

Others(Price low,product Variety, price +

quality high)

45 15

Total 300 99.99

Table (9) shows that, most of the customers are coming at Big Bazaar for

Hypermarket Facility (33.33%) and Store Atmosphere (28.33). Brand reputation (13.33%)

and quality of the products (10%) also low in customers mind.


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CATCHMENT AREA ANALYSIS (BB-SEALDAH)

11) Table:10: SURVEY COMPLETED WITH THESE AREAS:

NO NAME

1 Agarpara

2 Amar Street

3 Bali

4 Barackpur

5 Baruipur

6 Beleghata

7 Belgharia

8 Bidhannagar

9 Dumdum

10 Halisahar

11 Ichapur

12 Jadavpur

13 Kakurgachi

14 Kalyani

15 Kestapur

16 Kharda

17 Moulali

18 Narkeldanga

19 Palta

20 Park Circus

21 Razabazaar

22 Shrirampur

23 Sodepur

24 Sonarpur

25 Titagarh


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12) Table :11: Customers are not coming from these areas:

No NAME

1 Agarpara

2 Amar Street

3 Bidhannagar

4 Garia

5 Halisahar

6 Shrirampur

7 Titagarh

8 Jadavpur

9 Barackpur

10 Kharda

11 Beleghata

13) Table:12: Which Product Influenced More On Customer's Buying

(analysis by multiple Regression):

Territory

No of

Visits

(one

Year)

Staples Apparels

Others

(Furniture,

Electronics, Fruit

and Vegetables)

1 216 126 81 9

2 528 288 81 159

3 636 336 69 231

4456 180 60 216

5 165 108 48 9

N.B- The regression table is given in appendix

So, the fitted regression equation is :

Y=736.126+31.695X1- 64.052X2- 20.617X3

So, Customers are more influenced by the Grocery and Staples item.


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14) Table:13: Why customers are not coming to Big Bazaar (Sealdah):

FactorsNo of

CustomersPercentage

Price High 21 46.67

Dont know Brandname

15 33.33

Others(Communication Problem, Matching

Things low)9 20

Total 45 100

Table (13) shows that the same picture that brand reputation (33.33) is low in

customers mind. But here a new factor is evaluated that price (46.67%) of the products are

high in consumers mind.


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Conclusion

Consumer Behaviour is important for any retail specially it is also for Big Bazaar

because curtain decisions are significantly affected by consumer Behaviour. In this study

we found that most of the customers are male and they belong 16-45 age groups. From

analysis we find out that most of the people are affected and attracted with offers and

schemes. 80% of customers liked to shop in a particular offer period. But, rest 20% are not

known any offer periods. Wednesday Bazaar and Any Weekend are most popular offer

period among all offer periods. Advertising plays a very crucial part in the consumerdecision making process. Almost 40% of customers are attracted by TV and Newspaper

advertising. Word of mouth is a sharp weapon of advertising but here its effectiveness is

very low. For most of the respondents, quality plays a very important role because most of

the respondents said that they want quality products and thats also one reason for most of

the respondents sticking to particular brands. Customers are more price-conscious. The

main claims of the people who are not coming to Big Bazaar that the price rate of

commodities are high.


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Recommendations

The following suggestion can be given to Big Bazaar (Sealdah)

Offer personal shoppers for men who can guide them to the best values for the

needs they express.Personal shoppers should not be older women, but young,

well-informed men and women.

Offer men-only shopping events early in the evening to catch men after they

finish work for the day. Make it a club-like atmosphere.

Place male oriented brochures and point-of-purchase displays in women's

clothing sections. Position merchandise of special interest to men, like

technology products, next to women's departments.

Wednesday Bazaar is more accustomed by the consumers. This offer period is

highly popular for potato and onion offer. This type of exciting offers may start

for any weekend and Monthly Bachat Bazaar.

Offers are:

Free Food Festival (if one persons total buying in one month exceeded

Rs-4000/00 then he got a food coupon (Rs-200) ofChowpatti for a fixed

date.

Free grocery and staples festival (in same way).

If one week buying crosses a limit then provide some free cold drinks and

snacks.

Give upcoming offer period details back side of the bill (pay receipt) and on the

packing bag.

Promoting this offers by only mobile messaging and mailing. We can put them

on the rewards card program or we can send them a monthly newsletter

reminding them of all the specials you have both in the retail store and online.


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It is more essential to attract the kids to the store. Because buying behavior of a

family more influenced by the kids. Some kids activities and contests are

performed by store like Back to School etc.

Giving advertise (kids game and garments) in some cartoon channels to

attract the kids.

Gather the stock of kids comic books.

From this research report, the followings ATL and BTL mediums are more

effective.

I. T V Channel: Colors, Starananda, Sony, Star Jalsha, StarSports.

II. Newspaper: Anandabazar, The Telegraph, Bartaman, Times of

India.

III. Radio Channel: 98.3,92.7,106.2,93.5( FM)

Customers are becoming price conscious they are having many options in the

market considering the consumer buying behavior the malls and other shopping

centres should take certain definite steps like retaining customers by giving those

schemes discounts and better service.

The trend today has been to combine shopping with various offerings for

example in a mall apart from shopping a customer enjoys food courts. So, we

concentrate more to improve our food courts.


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References

Books

Consumer Behaviour- Fourth Edition by David L. London and Albert J. Delia

Bitta

Principles of Marketing- Philip Kotler and Gery Armstrong (7 th addition) Marketing Research-G C Beri

Marketing Research- Ramanuj Majumdar

Statistics For Business Decisions- Dr. J. K. Das

Magazines

India Today

Business Today

Websites

www.futuregroup.com

http://india.omretail.com

www.google.com


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Annexure


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customer awareness and buying behaviour about retail

Documents