THE ROLE OF MARKETING STRATEGY IN DETERMINING

CONSUMER PURCHASING BEHAVIOUR.

A project submitted in partial fulfillment ofthe

requirements for the
Degree of

M.Com 2021-2023

By

SUMAIRA
College Roll No. MCOM21/02

Registration No. KU2021032301

University Roll No. 221606428513

Under the Supervision of

Prof. Dr. Fouzia Tabbasum

Faculty of Commerce
Karim City College, Jamshedpur-831001

2023
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 KARIM CITY COLLEGE
Faculty of Commerce, Jamshedpur

CERTIFICATE OF APPROVAL

The foregoing project report entitled “The role of

marketing strategy in determining consumer purchasing
behavior”, is hereby approved as a creditable study of
project topic and has been presented in satisfactory
manner to warrant its acceptance as prerequisite to the
degree for which it has been submitted.

It is understood that by this approval, the undersigned do

not necessarily endorse any conclusion drawn or opinion
expressed there in but approved the project report for te
purpose for which it is submitted.

PROJECT SUPERVISOR EXTERNAL EXAMINER

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 ACKNOWLEDGEMENT

I express my deep sense of gratitude and indebtedness to my project

supervisor Dr. Fouzia Tabbasum for providing precious guidance, inspiring
discussions, and constant supervision throughout the course of this work, His
timely help constructive criticism and conscientious efforts made it possible to
present the work contained in the project. I am also thankful to our HOD Dr.
Md. Moazzam Nazri for his help during my project work.

My sincere thanks to all faculty members of commerce who helped

directly or indirectly in the completion of this project.

I am also thankful to our Honorable Prof-in-charge Dr. Mohammad

Reyaz for his inspiration.

Last but not least I feel pleasure and privileged to fulfil my parents’
ambition and I am greatly indebted to them for bearing the
inconvenience during my M. Com Course.

Name :- Sourav Mandal

Registration No. KU2021032301

University Roll No.2216064285

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 CONTENTS

TABLE OF CONTENT
List Of Table (i)
List of Graphs (ii)
ABSTRACT

CHAPTER 1: INTRODUCTION PAGE NO

1.i Introduction .……………………………...………………...7
1.ii Background of the study………………………………...……………..8
1.iii Statement of Problem ……….…………………………….…….......…8
1.iv Research Question…….……………………..…….…………….….….8
1.v Objective of the study…… ……………..………………………......…9
1.vi Significance of the study …...……………….……………...…..….…..9
1.vii Scope and Limitation of the study.....…………………………...……10
1.viii Definition of terms………………………..……………………..……11
1.ix Chapter Scheme………………...………..…...………………..……..12

CHAPTER 2. LITERATURE REVIEW

CHAPTER 3. DATA COLLECTION

CHAPTER 4. DATA ANALYSIS

CHAPTER 5. DATA INTERPRETATION

CHAPTER 6. CONCLUSION AND RECOMMENDATION

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 (i) LIST OF TABLES
SL.NO NAME OF PAGE
TITLE NO

(ii) LIST OF GRAPHS

SL.NO NAME OF PAGE
TITLE NO

5|Page
ABSTRACT

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 1.1 INTRODUCTIO
N
1.2 FINANCIAL
STATEMENT
1.3 OBEJECTIVE
OF THE STUDY
1.4 STATEMENT OF
PROBLEM
1.5 LIMITATION
CHAPTER- 1 OF STUDY
1.6 BALANCE
SHEET

INTRODUCTION 1.7 PROFIT & LOSS

1.8 SCOPE OF THE
STUDY
1.9 PLANNING OF
THE PROJECT

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 INTRODUCTION
Of all business activities or functions, none is as interested in the consumer and his purchasing
behaviour as marketing. Marketing is invariably connected with the research into consumers
purchasing behaviour; namely what the consumer want, need, prefer and value, who are the
prospective consumers and where they live their income and mode of spending, how and why
they make purchase decision and so on. Infact the influencing of the buyer behaviour is the
primary task of the marketing department in any organisation.

Equally, marketing tries to define the right type of product in terms of the company’s objective
and attempts to make it available at the right place and at the right price, with the right
promotions. This performance of marketing functions involves basically marrying consumer
wants and with the appropriate products and services. It is the duty of the firm to adopt
appropriate marketing strategy to attract customers to its products. This is important because
in a free market economy, the ultimate judge of the firm performance is the consumer.

Consumer purchasing behaviour will determine the fate of the enterprise, this behaviour can
best be described by a marketing manager who can also tell how he will be influenced by
market variables such as price, promotion, product (variation and distribution) and place.

Marketing strategy depicts the overall company program for selecting a particular market
segment and then satisfying it’s consumers through careful use of elements of the marketing,
mix product, price, place (distribution) and promotion. Effective marketing requires decision
that successfully integrates a forms marketing program towards satisfying the consumer whose
act in obtaining and using goods and services, including his decision process that precede and
determine those acts are highly affected by the strategy adopted by the marketing manager in
marketing the firm’s products.

Since the performance of marketing function involves basically marrying consumer needs and
wants with the appropriate products and services and since it is generally believed that
marketing begins and ends with the consumer, this project therefore attempt to examine how
the use of marketing strategies have generated sales following it’s impact on consumer,
purchasing behaviours. Efforts are therefore made to show the relationship between sales

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turnover and amount spent on marketing activities and it’s resultant impact on consumer
purchasing behaviour. We shall also concentrate on establishing how consumer purchasing
behaviour is influenced by a form’s strategy for accomplishing marketing objectives and plans.

Equally, marketing tries to define the right type of products in terms of the company’s
objective and attempts to make it available at the right place and at the right price, with the
right promotions. This the performance of marketing functions involves basically marrying
consumer wants and with the appropriate products and services. It is the duty of the firm to
adopt appropriate marketing strategy to attract customers to its products. This is important
because in a free market economy, the ultimate judge of the firm performance is the consumer.

Consumer purchasing behaviour will determine the fate of the enterprise, this behaviour can
best be described by a marketing manager who can also tell how he will be influenced by
market variables such as price, promotion, product (variation and distribution)
Marketing strategy depicts the overall company program for selecting a particular market
segment and then satisfying it’s consumers through careful use of elements of the marketing
mix-product, price place (distribution) and promotion. Effective marketing requires decisions
that successfully integrate a forms marketing program towards satisfying the consumer whose
act in obtaining and using goods and services, including his decision process that precede and
determine those acts are highly affected by the strategy adopted by the marketing manager in
marketing the firm’s products.

A variety of factors have an impact on consumer behavior, and will promote or restrict its
progress. Therefore, consumer behavior is influenced by various factors, which are mainly
individual characteristics of consumers: gender,age, occupation, education level; internal and
external attributes of product, such as product quality, value, structure, packaging, name,
trademark and price; social and economic factors such as social andpolitical conditions, social
atmosphere, customs and habits, social income level and social consumption level; market
environment such as market structure, sales service, operation mode, and advertising means.

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 CONSUMER
A consumer is the one who purchases the product for his/her own need and uses or consumes
it. A consumer cannot resell the good, product or service but can consume it to earn his/her
livelihood and self-employment.
Definition of consumer
The consumer is the one who is the end-user of any goods or services. Any person, other than
the buyer who buys the product or services, and consumes the product by taking his/her
permission is categorized as a consumer. Any single or group of people, other than the buyer
who buys the product or services, consumes the product by seeking his/her permission falls
under the category of a consumer. In simpler words, the consumer can be termed as the end-
user of the goods or services.
Types of consumer
A service or product-producing firm has to identify and classify the different types of
consumers when they target them with its product to gain profits. Listed below are the different
types of consumers

• Commercial Consumer- These types of consumers buy goods in large quantities, not sure if
they need the product or not. Also, sometimes they associate special needs with their
purchase orders.
• Discretionary Spending Consumers- These types of consumers have unique buying habits.
Usually, they purchase a lot of clothes and electronic gadgets.
• Extroverted Consumer- These types of consumers prefer brands that are unique and become
loyal consumers once they gain that trust as a customer for the brand.
• Inferior Goods Consumer- These types of consumers have low income and buy goods having
low prices.

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 CONSUMER BEHAVIOUR

One thing that we have in common is that we all are consumers. In fact everybody in this world
is a consumer. Every day of our life we are buying and consuming an incredible variety of
goods and services. However, we all have different tastes, likes, dislikes, and adopt different
behavior patterns while making purchase decisions.
The term consumer behavior refers to the behavior that consumers display in searching for
purchasing using evaluation and disposing in searching for purchasing using evaluating and
disposing of products and services that they exact will satisfy o how individuals make decisions
to send their available resources (time, money and effort) on consumption related items. It
includes the study of “What they buy”, ”Why they buy”, “When they buy it”, “Where they buy
it”, “how often they buy it” and “how often they use.
DEFINITIONS:
Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars & researchers
as:
1. It’s the behavior displayed by the consumers during the acquisition, consumption and
disposition of products, services, time and ideas by decision making units.
2. It is the body of knowledge which studies various aspects of purchase and consumption of
products and services by individuals with various social and psychological variables at play.

Consumer behavior is helpful in understanding the purchase Behavior and preferences of

different consumers. As consumers, we differ in terms of sex age, education, occupation,
income, Family setup, religion, nationality and social status. Because of this different
background factors, have different needs and we have only buy those products and services,
which we think, will satisfy our needs.

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 Consumer Buying Behavior
Consumer Buying Behavior refers to the buying behavior of the ultimate
consumer. A firm needs to analyze buying behavior for:
• Buyer’s reactions to a firms marketing strategy has a great impact on the firm’s success.
• The marketing concept stresses that a firm should create a Marketing Mix (MM)that satisfies
(gives utility to) customers, therefore need to analyze the what, where, when and how
consumers buy.
• Marketers can better predict how consumers will respond to marketing strategies.

Types of Consumer Buying Behavior

Types of consumer buying behavior are determined by:
• Level of Involvement in purchase decision. Importance and intensity of interest in a
product in a particular situation.
• Buyers level of involvement determines why he/she is motivated to seek information
about a certain products and brands but virtually ignores others.

High involvement purchases--Honda Motorbike, high priced goods, products visible to others,
and the higher the risk the higher the involvement. Types of risk
• Personal risk
• Social risk
• Economic risk

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 A MODEL OF CONSUMER BEHAVIOUR:
A consumer decisions to purchase a particular product of service is the result of complex
interplay of a number of variables. The starting point of the decision process is provided by the
companies marketing stimuli in the shape of product, promotion, price and distribution strategy.
Consumer often purchase new products that are associated with a favorable viewed brand name.
The term consumer behavior refers to the behavior that consumer display in searching for
purchasing, using, evaluating and disposing of products and services that they expect will
satisfy these needs. The study of consumer behavior in the study of how individuals make
decisions to spend their available resources (time, money, effort) on consumption related
items. It includes the study of “what they buy”, “why they buy”, “when they buy”, “where
they buy”, “how often they buy” and “how they use”.

MODEL OF CONSUMER BEHAVIOUR

Consumer
Marketing Other stimuli
Consumer Consumer Decisions
stimuli
Characteristics Decision
Process Product
Cultural Problem Choice
Product Economic
recognition Brand
Price Technological
Social Information Choice
Place Political
Personal Search Dealer
Promotion cultural
Psychological Evaluation choice
Decision Purchasing
post Timing
Purchase Purchasing
Behavior. Amount

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 DETAILED MODEL OF
FACTORS INFLUENCING CONSUMER BEHAVIOR
Cultural
Factors
Social
Culture Factors
Reference Personal
Sub groups Factors
Culture Age and Life Psychological
Family Cycle Factors
Social Occupation Motivation
Class Economic Perception
Roles & Circumstances Learning Buyers
Status Lifestyle Beliefs and
Personality Attitudes
and Self
Concept

CULTURAL FACTORS:
Culture: Culture is the most fundamental determinant of a persons wants and behavior like set
of values, perceptions, preferences and behaviors through his or her family member.

Subculture: social classes are relatively homogeneous and enduring divisions in a society
which are hierarchically ordered and whose members shares similar Values, interest and
behavior and social classes includes upper class, middle class and lower class.

SOCIAL FACTORS:
References Groups: A persons reference groups consist of all the groups that have a direct
(face to face) are indirect influence on the persons altitude or behavior. This group to which the
person, belongs and interacts.

Personal Factors: A consumer decision also influenced by personal characteristics notably the
buyers age & life cycle stage, occupation, economic circumstances, life style and personality
and self concept.
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PSYCHOLOGICAL FACTORS:
Motivation: A person has many needs at any given time. Some needs are biogenic. They arise
from psychological states of tension such as hunger, tryst and discomfort.
Perception: Perception is defined ass “the process by which an individual selects, organizes,
intercepts, information, inputs to create a meaningful picture of the world.

NEED FOR THE STUDY:

Consumer behavior plays a major role for the growth of the company in the modern
market scenario. The basic idea of this study is to find the consumer behavior towards Big
Bazaar. The needs have to be recognized and necessary steps have to be taken to make the
changes.
India is growing rapidly and changes are dynamic. People are changing, the preference
and the demand is changing. The market also has to change accordingly.
The purpose of consumer behavior is not only for retaining the customers but also
attracting new customers and increasing the sales also creating and maintenance of brand
awareness.
In this competitive market the level of consumer satisfaction decides the success of any
product and any company. The night consumers have to be targeted and the right strategy
should be implemented at the right time. This will give the desired results.

OBJECTIVES OF THE STUDY:

The main objective of this study is the role of marketing strategy in determining consumer. But
for the successful completion of the study: the study intends to achive the following objectives:
To determine marketing strategies and use them to identify and retain consumer.
1. To find out how uses the strategy to make profit.
2. To identify the major problems associated with the implementation and use of the marketing
strategy in this company.
3. To ascertain the relationship between marketing strategy and consumer purchasing
behavior.
4. Examine marketing mix elements that enhance product differentiation in the eye of the
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 consumers.
5. Analyze the advertising method of the promotional mix element that enhances consumer
purchases decision.
6. Analyze the extent at which the marketing mix elements enhances sales turnover.

1.1.4. Marketing Strategy.

This section of the marketing plan outlines how the firm will achieve its marketing objectives.
Marketing strategies involve selecting and analyzing target markets and creating and
maintaining an appropriate marketing program (product, distribution, promotion, and price) to
satisfy the needs of those target markets. It is at this level where the firm will detail how it will
gain a competitive advantage by doing something better than the competition: Its products
must be of higher quality than competitive offerings; its prices must be consistent with the
level of quality (value); its distribution methods must be as efficient as possible; and its
promotions must be more effective in communicating with target customers.

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The four P’s – Product, Price, Promotion and Place – are helpful because they provide a focus
for an understanding of the marketing activities and the marketing planning carried out by a
business. They are often known as the marketing mix because they provide a structure for a
successful marketing campaign. Marketing mix is not a scientific theory, but merely a
conceptual framework that identifies three principal decision-making managers make in
configuring their offerings to suit consumers’ needs. The tools can be used to develop both
long-term strategies and short-term tactical programs. The idea of the marketing mix is the
same idea as when mixing a cake. A baker will alter the proportions of ingredients in a cake
depending on the type of cake he wishes to bake. The proportions in the marketing mix can be
altered in the same way and differ from the product to product.

Pricing is one of the most visible aspects of a company’s marketing program. This is because
of the role prices play in the determination of buyer’s choice on one hand and the determination
of revenue, market share, and profitability of companies on the other hand.
A product which is well developed, well packaged with good distributive channels and efficient
advertising but no fair price will not succeed in the market. The price which the market can
take is what is referred to as a fair price.
Conceptually, price refers to the amount of money charged for good and/or services. The price
of a product is what the company gets back in return for all the efforts put into manufacturing
and marketing the products. Thus, the fastest and most effective way for a company to realize
its maximum profit is to get its pricing right. Pricing objectives should be derived from overall
marketing objectives, which in turn should be derived from corporate objectives. The most
common pricing objectives include achieving a targeted return on investment and market share,
stabilizing of price and margin, and meeting or preventing competition.
➢ Pricing policy determines the cost of the product to the customer.
➢ The product price must be balanced between the company’s cost for the product and the
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 strength of demand.
➢ The price strategies include distribution and margins to be made by the middlemen who
assist in the marketing effort must be taken into account.
➢ Functional, quantity, seasonal and cash discounts must also be taken into consideration in
the price strategy.
➢ The price is the only element in the marketing mix that generates revenue .
1.1.6.2. Promotion
Promotion mix encompasses a broad range of activities designed to communicate with
individual’s groups or organizations in order to influence members or a selected audience to
accept the promoting forms goods, services or ideas. The promotion mix facilitates exchange.
In conceptual terms, promotion is the element in an organization’s marketing mix that serves
to inform, persuade and remind the market and/or the organization of a product, in the hope of
influencing the recipients’ feelings, beliefs or behavior. Promotion is aimed at communicating
a message to customers about a product or service that is being offered by a firm. The
promotional elements comprise a mix of tools available for marketers. Commonly known as
the promotional mix, it includes elements such as 1, advertising, 2, personal selling, 3, sales
promotion, 4, public relations and 5, direct marketing.

1.1.6.3. Place

Conceptually, place is defined as a channel, distribution or intermediary. In short, it is the

mechanism of goods and services that facilitates the flow of goods and services from the
manufacturers and service providers to the end users. The concept of place is to make the right
goods and services available in the right quantities and at the right locations when customers
need them. The distribution responsibilities of marketing encompass the management of both
physical distribution and marketing channel activities. Performed together, these two activities
link producers with consumers and industrial user in the economic system.

The place element, or the distribution, in the marketing mix has two components, channel
management and logistics management. Channel management is concerned with entire process
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of setting up and operating the contractual organization, consisting of various types of
middlemen. Logistics management is focused on providing product availability .The decision
of a proper distribution channel involves numerous interrelated variables that must integrate
wholly into the total marketing mix.
The individuals or organizations that make up marketing channels engage in activities
associated with the:-
2) Physical storage and movement of goods
3) Transfer of title of goods
4) Communication among the various individuals or organization in the system.
5) Negotiation and ordering activities associated with exchange.
6) Payment for products exchanged through the channel.
The manufacturer has to make decision on what channel of distribution to use given the
constraint of what is available. He has to design a channel system by first of all establishing
the channel objectives and constraints in terms of customer, products, middlemen,
competition, company and environmental characteristics. After this the major channel
alternative has to be evaluated using cost – benefit and adaptive criteria and most appropriate
channel chosen.

1.1.6.4. Product
A product can be defined as anything that can be offered to the market for attention, acquisition
or consumption including physical objects, services, personalities, organizations and desires. It
can also can be defined as anything that can be offered for want or need satisfaction, i.e. the
term include an object, activity, person, place organization or idea.
Products can be classified into two major categories, that is, tangible and intangible. A tangible
product is merchandise that can be touched, such as a book, chair, television, and so on. In
contrast, intangible products or services are elements of products which have unobservable
product attributes and can be measured in terms of delivery, credit and warranty. As more and
more consumer place great emphasis on these aspects, there influence on
customers/consumers’ overall satisfaction and decision-making is higher as compared with

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other sectors Many products are a combination of a concrete product and the accompanying
service.

1.4 SIGNIFICANCE OF THE STUDY

The fact that implementation of effective marketing strategies creates satisfaction for both the
procedures and consumers, there is the need to improve on market orientation among organisations.
Companies should realize the importance of strategic planning in the provision of goods and
services to ensure guaranteed profits.

Good strategies mean lower cost and so lower prices and consumers are induced to repeat purchase.
This way the producers realize their aims and objectives and consumer gets needed goods and
services at affordable prices. It is therefore towards this state of affairs that this research work is
oriented.

This research work is also undertaken in the hope that it’s finding will enable marketing people to
understanding, adapt and apply knowledge of consumers purchasing behaviour in tackling their
marketing problems.

Again it is hoped that the study and the recommendation that will be made, will be of benefit to the
s marketing department in particular and the entire industry as a whole. It will contribute to
determining the strategic requirements for effective marketing and would enable firms serve their
customers more effectively and efficiently. If the research achieves this, it will be a worthwhile
contribution to the integration of functional specialism (marketing) that is essential in the business
world today.

1.5. SCOPE AND LIMITATION OF THE STUDY

Although marketing mix strategy is synonymous with the four elements of Price, Product, Place
and Promotions which is a business tool used in marketing and by marketing professionals in
achieving organizations sales, profitability and overall goal. However, the study is conducted
on the role of marketing mix strategy in determining consumer purchases decision. It is scoped

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to cover the relationship of the four marketing mix elements to sales turnover and determine
the promotional element’s relation to consumer decision which affects the purchase decision of
the consumer.
There are some factors that constitute limitations to this study; paramount among them are time
and financial constraints, in the areas of adequate treatment of literatures and logistics as well
as itinerary of sourcing information.
Another limitation to the study was the reluctance of the company to give all information
required for security reasons as they may be affected by competitors. In addition, some of the
respondents were un-cooperative and unwilling to take the questionnaire or accept interview
appointments from the researcher. There was also the problem of some respondents not
returning their questionnaires, having lost them or misplaced them.
Consumers Purchases Decision.
The model above shows the how each of the element of the marketing Mix and their components
influences the consumer in making purchases decision.
Product: The level of product quality and packaging attract the attention of consumers and has
the capability of influencing the consumers to make purchase.
Price: Competitive pricing for the company’s product has a far-reaching influence on the
consumer in deciding the purchase of a product.
Promotions: For fast moving consumer products, advertising and sales promotions are the
components measured for this study. Advertising, television, Radio, Bill boards and
Newspaper& magazine are considered.
For sales promotions, both consumer and trade promotion are considered and they have far
reaching influence on consumer purchases decision.
Place: Place referred to distribution and easy accessibility of products from convenient stores
and consumer markets. This influences the consumers and enhances consumer decision making.
Consumer Response Metrics: The response metrics used for the study includes; Company’s
and Product Awareness, Product Preference , Product Satisfaction and Reaction, Assessment of
Sales Promotions, Preference of advertising medium, Consumer personal factor and Consumer
Behavioral Influences. Together, the above description of elements forms the mixture of the
marketing mix strategy that influences consumer purchases decision.
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 RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It may be
understood as a science of studying how research is done scientifically. So, the research
methodology not only talks about the research methods but also considers the logic behind the
method used in the context of the research study.
1. Research Design
Descriptive research is used in this study because it will ensure the minimization of bias and
maximization of reliability of data collected. The researcher had to use fact and information
already available through financial statements of earlier years and analyse these to make
critical evaluation of the available material. Hence by making the type of the research
conducted to be both Descriptive and Analytical in nature.
From the study, the type of data to be collected and the procedure to be used for this purpose
were decided.
The present study is based on secondary data. The analysis is based on the role of marketing
strategies in determining consumer buying behaviour.
2. Data Collection
The required data for the study are basically secondary in nature and the data are collected
from the audited reports of the company.
Sources of Data:
The sources of data are from the internet company websites.
Data is the fact, figures and other relevant materials, past and present, serving as basis for the
study and analysis. The design of the data collecting method is the backbone of research
design. The sources of data are varied. It depends upon the nature of the study. Data can be
distinguished as:
Secondary Data: Secondary data is the data which is already collected. In this case the
sources are collected through websites, catalogues of bank, newspapers, books, magazines
etc.

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CHAPTER SCHEME

CHAPTER 1 INTRODUCTION

This chapter relates to the Introduction, Background of the study, marketing strategies,
objective , Statement of problem, scope and limitation of the study, factor affecting consumer
behaviour.

CHAPTER 2 LITERATURE REVIEW

Chapter 3 provides information about the Literature Review

CHAPTER 4 RESEARCH METHODLOGY AND DATA ANALYSIS

This chapter consists of Research Methodology, Method of Data collection ,Balance Sheet,
Profit & loss and Data Analysis and interpretation

CHAPTER 5 FINDINGS, CONCLUSION AND SUGGESTIONS

Summary of Findings, Conclusion and Suggestions / Recommendations and references

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 It provides information about
the Literature Review
CHAPTER-2 2.1 LITERATURE
REVIEW
REVIEW OF
LITERATURE

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 It show the company profile of BIG
BAZZAR

2.1 STATE BANK OF INDIA

2.2 HISTORY OF STATE BANK OF
INDIA
2.3 MILESTONE OF STATE BANK
OF INDIA
2.4 AWARDS
CHAPTER-3 2.5 SWOT ANALYSIS
2.6 AXIS BANK
2.7 VISION AND MISSION

COMPANY 2.8 PRODUCT/SERVICE PROFILE

AND AREA OF OPERATION
2.9 INFRASTRUCTURE
FACILITIES
PROFILE 2.10 AWARDS
2.11 SWOT ANALYSIS
2.12 FUTURE GROWTH AND
PROSPECTS

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 INDUSTRY PROFILE
Retail industry largest industry, accounting for are 10% of the country’s GDP and around 8%
of the employment retail industry in India is at the cross roads. It has emerged as one of the
most dynamic and fast paced industry with several players entering the market, but because of
the heave intial investment required break even is difficult to achieve and many of these players
have not tasted success so far.
However the future is promising; the market is growing, government policies are becoming
more favorable and emerging technologies are facilitating operations. Retailing in India is
gradually inching its way towards becoming the next boom industry. The whole concept of
shopping has altered in terms of format and consumer buying behavior ushering in a revolution
in shopping in India.
SOMEKEY FACTORS
• RETAIL IS India’s largest industry accounting for over 10% of the country’s GDP and
around 8%of the employment.
• The market size of th Indian retail industry is about US $312 billion.
• Retailing in India is gradually inching its way towards becoment the next boom
industry.
• A large young working population with average age of 24 years.

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 INDIA’S CONSUMPTION COSMO
During the past decade, private final consumption expenditure has been the key driver of
economic growth in India.

Growth
domestic
product
$973billio
n

Capital
Government Formation
spending Private final
consumption $273 billion
$108 billion (29%)
(11%) Expenditure
$592billion (2922
(60%)

Utility payments Consumption

Fuel transportation spending
Electricity, water $350 billion
communication
Expenditure on
medical &
education
$242billion

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 The $ 350 billion consumption spending provides the single biggest business
opportunities in India and is divided into sa,e key categories led by food, fashion
and home products

Fashion
Accessories Consumer
Fashion
5.5% Durable
Accessories
$225b 4%
5.5%
$225b $14b
Fashion
Accessories
5.5% Fashion Furniture
$225b Accessories 3.4%
5.5% $12b
$225b
Fashion
Accessories
Fashion
5.5%
Accessories
$225b
Fashion 5.5%
Accessories Fashion $225b
5.5% Accessories
$225b 5.5%
$225b

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 COMPANY PROFILE
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retai
formats in both the value and lifestyle segment of the Indian consumer market. Headquartered
in Mumbai (Bombay), the company operates over 12 million square feet of retail, has over
10000 stores across 71 cities in India and employs over 30,000 people.
The company’s 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 choice, convenience and
quality and central, a chain of seamless destination malls. Some of its formats include brand
factory, blue sky, all top 10 stars and sitara. The company also operates an online portal,
futurebazaar.com.
A subsidiary company, Home solutions Retail (India)limited, operate Home Town, a
large – format home solutions store, collection I, selling home furniture products and e-zone
focused on catering to the consumer electronics segment.
Pantaloon Retail was recently awarded the international retailer of the year 2007 by the
US – based National Retail Federation (NRF) and the Emerging market retailer of the year
2007 at the world retain congress held in Barcelona.
Pantaloon Retail is the flagship company of Future Group, a business group.
Catering to the entire Indian consumption space.

THE FUTURE GROUP AS GIVEN BY THE GENERAL MANAGER:

“Future Bazaar.com is owned and operated by Future Bazaar India Ltd. (FBIL).
FBIL is a part of the Future Group, India’s largest retain conglomerate. FBIL is the e-commerce
arm of the Future Group. The company was incorporated in 2006 and began business in 2007.
As part of India’s largest retail chain, we enjoy the benefits of buying in bulk for the entire
group. Out aim is to get you a great range of products at great prices.
Core competency of the business… what makes us different from other.!!
• A choice of more than 20,000 products.
• Delivery across more than 1500 cities and towns in India covering around 16,000 pin codes.
• Fast deliveries – tie ups with world leaders in logistics & transportation services
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• A dedicated customer care helpline for any queries.
• Always offering Manufacturer’s guarantee as opposed to seller’s guarantee, which most of
the other online shopping sites offer.
• Aggressive prices –FutureBazaar.com has the benefit of leveraging the sourcing network
of the Future Group’s retail chains. This sourcing network straddles a wide range of product
requirements, thus being able to offer us economies of scale thereby – unbelievable prices
to it’s customers.
• Unmatched selection of products an Brands - we have more than 20,000 products which
crates the flexibility to offer a large range of choices to customers. We also have
partnerships with most of the brands available in the country, which allows us to get the
latest in the range to our customers. We have been able to create some major popularity
ripples with our corporate clients with products like mobiles, electronics, laptops, MP3
players, T-shirts, Gift Vouchers and so on.
• Seamless end-to-end Logistics solution – we pride ourselves in having built an end-to-
end logistics solution, right from stocking, dispatching, and delivery confirmation up to
post-sales support. Our back-end infrastructure enables us to service around 15,000 pin
codes across India.
• Dedicated Customer Care for online customers as well as corporate clients – We have
a dedicated team straddling client servicing, sourcing, logistics and customer service for all
our customers.
• “our Brand Association” – Most importantly out parentage & association with
humungous retail brands like Big Bazaar, Pantaloons, Central and many more, lends
tremendous amount of trust jj& credibility to our end consumers.”

ABOUT FUTURE GROUP

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s
leading business houses with multiple business spanning across the consumption space. While
retai forms the core business activity of Future Group, group subsidiaries are present in
consumer finance, capital, insurance, leisure and entertainment, brand development, retail,
30 | P a g e
real estate development, retail media and logistics.
Led by its flagship enterprise, Pantaloon Retail, the group operates over 11 million square
feet of retail space in over 63 cities and towns and 65 rural locations across India. Pantaloon
Retail was awarded the International Retailer of the year – 2007, by the US-based National
Retail Federation, the largest retail trade association and the Emerging Market Retailer of the
year 2007 at the World Retail Congress in Barcelona.
Future Group believes in developing strong insights on Indian consumers and building
businesses based on Indian ideas, as espoused in the group’s core value of ‘Indian ness’. The
groups corporate credo is, ‘Rewrite rules, Retain values’ More about Future Group.
The FutureBazaar.com’ promise as given by the General Manager:
Manufacturer’s warranties on all products
Future Bazaar sells only original products from authorized dealers; so all
applicable products carry the original manufacturer’s warranty. Customers can visit any of the
authorized service centers of the manufacturer if required. The invoice accompanying the
product is your warranty document, so please preserve it.
Guaranteed Delivery
Future bazaar guarantees to deliver the exact product you selected, without defects.
In case you have received a different product, or if the product was damaged in transit, please
let us know and we will ensure that we replace the product or ensure that your money is
refunded. Please note that delivery times vary according to products to products 95%of our
deliveries take place with in the committed time period. For the occasional delays, we wil
contact you and update you about the status.
Secure Payments
We are committed to ensuring that no payment misuse happens, so we work with
bank and payment gateways to ensure that your information is protected. Payments are
protected both by us and by the policies of your bank, and the chances of fraud in these
channels are actually very low.
We also have a Risk Management team that scrutinizes all payments to ensure that there
are no fraudulent transactions. Our office address is also available for anyone who wishes to

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contact us in person. moreover, being part of India’s largest retail company with a presence
all over India, we are omnipresent.
Our simple 15-Days Return Policy – No questions asked!
If you have purchased something at FutureBazaar.com ad the product did not
meet your expectations or does not fit your needs, then you can return the product to us, no
questions asked, as long as it is in its original packaging and accompanied by its invoice.
Just contact our Customer Care and we’ll arrange to pick up the product from your home –
simple.
Prompt Customer Support
Our Customer Care is manned by dedicated personnel, who can take decisions
and resolve your problems. They are empowered to solve your problems and are aware of the
processes and means to handle them. In case they cannot solve the problem at their end, they
will trigger the required action on your half or advise you the best possible method to a
successful fulfillment of all your queries/issues. Be assured that when you call us, your call
is being taken seriously.

Values:
o Indian ness: Confidence in ourselves.
o Leadership: To be a leader, both in thought and business
o Respect & Humility: To respect every individual and be humble in our conduct.
o Introspection: Leading to purposeful thinking
o Openness: To be open and receptive to new ideas, knowledge and information.
o Valuing and Nurturing Relationships: To build long term relationships.
o Simplicity & positivity: Simplicity and positivity in our thought, business and action.
o Adaptability: To be flexible and adaptable, to meet challenges.

Mission;
We share the vision and belief that our customers and stakeholders shall be served only by
creating and executing future scenarios in the consumption space leading to economic
development. We will be the trendsetters in evolving delivery formats, creating retail realty,

32 | P a g e
making consumption affordable for all customer segment.
We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient,
cost – conscious and committed to quality in whatever we do.We shall ensure that our positive
attitude, sincerity, humilityand united determination shall be the driving force to make us
successful.
Sone Ki Chidiya
When the Mughals first came to India they were drawn by the lure of her fabulous wealth –
India was known as the “Sone Ki Chidiya”, literally –“The Golden Bird”.
According to economic historian Angus Maddison in his book the World Economy: A
Millennial Perspective, India had the world’s largest economy in the 1 st century and 11 th
century , with a 33% share of world GDP in the 1st century and 29% in 1000 CE. During 1700
AD, Mughal era, India’s share was 24%, more than the whole of Western Europe. It came
down to 3.8% in 1950s. paul Kennedy, in this highly regard book, The Rise and Fall of the
Great Powers: Economic Change and Military conflict from 1500 to 2000 estimates that in
1750.
India’s share o the world trade was nearly 25 percent. It came down to 0.5% in the 1960s
and now stands at around 1..5%.
The Indian economy is once again at the centre of the global attention. As domestic
consumption drives economic growth in India, Future Group hopes to play a pivotal role in
bringing back the Sone Ki Chidiya.

INTRODUCTION TO BIG BAZAAR

➢ A chain of shopping malls in Indian currently with 31 outlets owned by Kishore
Biyani Pantaloon group.
➢ Big Bazaar is not just hyper market.
➢ Provides the best products at the best price.
➢ Reflects the look and feel of Indian bazaars at their modern outlets.
➢ Allover India, Big Bazaar attracts a few thousands customers on any regular day.

33 | P a g e
 BIG BAZAAR LOGO:

Big Bazaar – is se sasta aur accha kahin nahi

Type – subsidiary of Pantaloon Group
Founded – 2001
Head quarters – Jogeshware, Mumbai, India
Industry – retail
Products – department stores
Parents – Future Group
Website – http://www.bigbazaar.com

Future Ventures:
Future Ventures, seeks to promote and participate in innovative and emerging business
ventures in India. The company intends to play a role in powering entrepreneurship, by
promoting or participating in diverse business activities, primarily in “consumption-led”
sectors in the country, which it defines as sectors whose growth and development will be
determined primarily by the growing purchasing power of Indian consumers and their
changing tastes, lifestyle and spending habits.
The company will also participate in businesses where it exercises control or influence, and
can add value as active shareholders, by utilizing the experience and knowledge of the Future
Group, and specifically its parent, pantaloon Retail ltd.

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 This chapter consists of data
analysis.

CHAPTER-4 4.2 DATA ANALYSIS

AND INTERPRETATION
DATA 4.3 DATA ANALYSIS
AND INTERPRETATION
ANALYSIS

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Q1. How do you come to know about Big Bazaar?
promotion No. of Customers Percentage (%)
Advertisement 80 80
Colleagues references 12 12
Friends/Relatives references 4 4
Any other specify 4 4
Total 100 100

4%
4%

12%

Advertisement
Colleagues references
Friend/Relatives references
Any other

82%

INTERPRETATION:
From the above study 80% of respondents from Advertisement, 12% of respondents
from Colleagues and 4% of respondents from Friends/Relatives Remaining 4% of
respondents from others.

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Q2. How frequently do you visit Big Bizaar?
Particulars No. of Customers Percentage (%)
Once in a week 30 30
Twice in a week 43 43
Once in every 15 days 15 15
Once in a month 12 12
Total 100 100

43%
45%

40%

35% 30%
30%

25%
No. of respondents
20% 15%
15% 12%

10%

5%

0%
Once in a Twice in a Once in every Once in a
week week 15 days month

INTERPRETATION:
From the above study,30% of respondents from once in a week, 43% of
respondents from twice in a week and 15% of respondents from every 15 days
Remaining 12% of respondents from every month.

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Q3. What is the main purpose of Purchase?x
Particulars No. of respondents Percentage (%)
Personal usage/consumption 71 71
To Gift 19 19
Any other pl. Specify 10 10
Total 100 100

No. of respondents

71%
80%
70%
60%
50%
40% 19%
30% 10%
20%
10%
0% No. of respondents

INTERPRETATION:
From the above table we can conclude that the major numbers of
respondent’s of 71% personal usage, 19% to gift and remaining 10% any other.

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Q4. Which category of products do you buy most at Big Bazaar?
Aspects No. of respondents Percentage
Food items 25 25
Clothes 33 33
Electronics 14 14
Furniture 18 18
Any other pl. Specify 10 10

Total 100 100

No. of respondents

35%

30%

25%

20%
33% No. of respondents
15%
25%
10% 18%
14%
5% 10%

0%
Food items Clothes Electronecs Furniture Any other
pl. Specify

INTERPRITATION:
From the above study 25% of respondents from Food items, 33% of
respondents from Clothes and 14% of respondents from Electronics 18% of
respondents from furniture and 10% others.

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Q5. You prefer to go in Big bazaar with?
particulars No. of respondents Percentage (%)
Family members 28 28
Spouse 13 13
Friends 55 55
Others 4 4
Total 100 100

No. of Customers

4%
28%

Family members
Spouse
55%
13% Friends
Others

INTERPRETATION:
From the above study 28% of respondents from Family, 13% of respondents
from Spouse and 55% of respondents from Friends and remaining 4% are others.

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Q6. Which mall you like the most in the city?
Particulars No. of respondents Percentage (%)
Big bazaar 72 72
Spencer 15 15
City central 12 12
Hyd central 1 1
Total 100 100

No. of respondents
1%

12%

Big Bazaar
15%
Spencer
City Central
Hyd Central
72%

INTERPRETATION:
From the survey it is observed the 72% of respondents for Big Bazaar, 15% of
respondents for Spencer, 12% of respondents for City central and only 1% of
respondents are hyd central.

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Q7. What is the reason behind purchasing in Big Bazaar?
particulars No. of Respondents Percentage (%)
Goo satisfaction over products 10 10
Reasonable prices 78 78
More offers 12 12
Any others 0 0
total 100 100

No. of respondents

78%
80%
60%
40%
10%
20% 12%
0% 0
No. of respondents No. of respondents

INTERPRETATION
From the study it is observed that 10% of respondents for Good satisfaction
over products, 78% of respondents for Reasonable prices, 12% of respondents for
More offers.

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Q8. How do you rate the pricing of products at Big Bazaar?
Particulars No. of Respondents Percentage (%)
Expensive 09 09
Competitive 21 21
Affordable 36 36
Reasonable 34 34
Total 100 100

No. of respondents

9%
21%

Expensive
Competitive
36% Affordable
Reasonable
1.2

INTERPRETATION:
From the above study 09% of respondents from Expensive, 21% of
respondents from Competitive and 36% of respondents from Affordable
34% of respondents from Reasonable.

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Q9. Why do you prefer to shop in Big Bazaar?
Particulars No. of respondents Percentage
Availability of adequate stock 16 16
Convenience of location and timing 21 21
Offers and discounts 36 36
Variety of products 27 27
Total 100 100

No. of respondents
40%
36%
35%

30% 27%
25%
21%
20%
16%
15% No. of respondents

10%

5%

0%
Availability of Convenience of Offers and Variety of
adequate stock location and disconts products
timing

INTERPRETATION:
From the above study 16% of respondents from Availability of adequate
stock, 21% of respondents from Convenience of location and timing, and 36% of
respondents from offers and discounts, 27% of respondents from variety of
products.

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Q10. what more facility would you like to get at Big Bazaar?
facilities No. of respondents Percentage (%)
Membership card 18 18
Discount card 53 53
Free parking offers 9 9
Lucky draw 20 20
Total 100 100

No.of respondents

18%

53%
Membership card
Discount card
1.2
Free parking offers
9%
Lucky draw

INTERPRETATION:
From the data specified, 18% of customers are interested in membership
card, whereas 9% are interested in parking offers, 20% are interested in lucky draw
but more than half are interested in discount card i.e.53% by this we can say that
most of the customers prefers to having discount cards at Big Bazaar.

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Q11. How often do you ask for Assistance from store staff in selecting you
purchase?
particulars No. of respondents Percentage (%)
Almost always 22 22
Frequently 30 30
Sometimes 40 40
Never 8 8
total 100 100

No. of respondents

40%
40%
30%
30% 22%
20%
10% 8%
0%
No. of respondents
No. of respondents

INTERPRETATION:
From the above data, we decide that 22% of the customers take assistance
from staff always, whereas 30% take help frequently, 40% have take assistance
sometimes, and 8% will not depend on others. From the collected data, we can say
that the manority of the customers take assistance from the store staff sometimes.

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Q12. How is your overall experience in Big Bazaar?
particulars No. of respondents Percentage (%)
Excellent 63 63
Good 27 27
Poor 10 10
Total 100 100

No. of respondents

70% 63%
60%
50%
40%
30% 27%
No. of respondents
20%
10% 10%
0%
No. of respondents
Excellent
Good
Poor

INTERPRETATION:
From the above data, we decide that 63%of the customers overall experience in Big
Bazaar is excellent, 27% of the customers overall experience is Good and only 10%
of customers overall experience is poor. From this we can decide that , the overall
customer satisfaction level is good

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Q13. you visit Big Bazaar again?
Particulars No. of respondents Percentage (%)
Sure 85 85
May be 12 12
Never 3 3
Total 100 100

No. of respondents
0%

15%

Sure
May be
Never

85%

INTERPRETATION:
From the above table we can conclude that the major numbers of respondents
85% of the respondents say sure, 12% of the respondents say May be, 3% of the
respondents say Never.

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Q14. Do you suggest any one to shop at Big Bazaar?
Particulars No. of respondents Percentage (%)
Yes 85 85
No 15 15
Total 100 100

85
90
80
70
60 yes
50 No
40
30 15
20
10
0
suggest any one to shop at big bazaar

INTERPRETATION:
From the above table we can conclude that the major numbers of respondents
Yes, 85%, which comprises of 15% of the No.

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Q15. How do you suggest to Big Bazaar Management to making present Big
Bazaar to more attractive?
Particulars No. of respondents Percentage (%)
To maintain quality products 45 45
Reasonable prices 25 25
Giving more offers and discounts 25 25
convenience 5 5
Total 100 100

No. of respondents

5%
To maintain quality products
25%
45%
Reasonable prices

Giving more offers and

25% discounts
Convenience

INTERPRETATION:
From the study it is observed that 45% of respondents for To maintain quality
products, 25% of respondents Reasonable Prices, 10% of respondents in Every
month, 25% of respondents for Giving more of offers and discounts, 5% respondents
for convenience.

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1. LOCATION:
Satisfaction level No. of respondents Percentage (%)

Highly satisfied 25 25
Satisfied 10 10
Neither satisfied nor dissatisfied 60 60
Dissatisfied 5 5
Highly dissatisfied 0 0
Total 100 100

Satisfaction level based on Location

0
5

25
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Satisfied
10
Highly dissatisfied
60

INTERPRETATION:
From the above data, we decide that 25% of the customers satisfaction level
is highly satisfied on the basis of location of Big Bazaar, 10% of the customers
satisfaction level is satisfied on the basis of location of Big Bazaar, 60% of the
customers satisfaction level is neither satisfied nor dissatisfied, 5% of the customers
satisfaction level is dissatisfied and in the customers no one’s satisfaction level is
highly dissatisfied.

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2. OPERATING TIME:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 10 10
Satisfied 50 50
Neither satisfied nor dissatisfied 27 27
Dissatisfied 10 10
Highly dissatisfied 3 3
100 100

Satisfaction level based on Operating time

3%
10% 10%
Highly satisfied

27% Satisfied
Neither satisfied nor dissatisfied
50%
Dissatisfied
Highly dissatisfied

INTERPRETATION:
from the data above specified, 10% of customers are highly satisfied, 50% of
the customers are satisfied, 27% of the customers are neither satisfied nor
dissatisfied , 10% of the customers are dissatisfied , 3% of the customers are highly
dissatisfied on the basis of operating time.

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3. PARKING FACILITY:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 30 30
Satisfied 56 56
Neither satisfied nor dissatisfied 6 6
Dissatisfied 7 7
Highly dissatisfied 1 1
100 100

Satisfaction level based on Parking facility

60% 56%

50%

40%
30%
30%
Satisfaction level based on
20% Parking facility

10% 6% 7%
1%
0%
Highly Satisfied Neither Dissatisfied Highly
satisfied satisfied nor dissatisfied
dissatisfied

INTERPRETATION:
from the data above specified, 30% of customers are highly satisfied, 56% of
the customers are satisfied, 6% of the customers are neither satisfied nor dissatisfied
, 7% of the customers are dissatisfied , 1% of the customers are highly dissatisfied
on the basis of parking facility.

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CLEANNESS OF STORE:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 36 36
Satisfied 22 22
Neither satisfied nor dissatisfied 32 32
Dissatisfied 12 12
Highly dissatisfied 0 0
100 100

Satisfaction level based on Cleanness of store

40%
35%
30%
25%
20% 36%
32%
15%
22% Satisfaction level based on
10%
12% Cleanness of store
5%
0% 0%

INTERPRETATION:
from the data above specified, 36% of customers are highly satisfied, 22% of
the customers are satisfied, 32% of the customers are neither satisfied nor
dissatisfied , 12% of the customers are dissatisfied , 0% of the customers are highly
dissatisfied on the basis of Cleanness of store.

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QUALITY OF PRODUCTS:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 2 2
Satisfied 80 80
Neither satisfied nor dissatisfied 10 10
Dissatisfied 8 8
Highly dissatisfied 0 0
100 100

Satisfaction level based on quality of

products
80%
80%
70%
60%
50%
40%
30%
20% 10% 8% Satisfaction level based on
10% 2% 0% quality of products
0%

INTERPRETATION:
from the data above specified, 2% of customers are highly satisfied, 80% of
the customers are satisfied, 10% of the customers are neither satisfied nor
dissatisfied , 8% of the customers are dissatisfied , 0% of the customers are highly
dissatisfied on the basis of Quality of products.

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PRICE OF THE PRODUCT:
Satisfaction level No. of customers Percentage (%)
Highly satisfied 4 4
Satisfied 90 90
Neither satisfied nor dissatisfied 3 3
Dissatisfied 0 0
Highly dissatisfied 3 3
100 100

Satisfaction level based on Price of the

product
90%
90%
80%
70%
60%
50%
40%
30%
20% Satisfaction level based on Price
4% 3% 0 3%
10% of the product
0%

INTERPRETATION:
from the data above specified, 4% of customers are highly satisfied, 90% of
the customers are satisfied, 3% of the customers are neither satisfied nor dissatisfied
, 0% of the customers are dissatisfied , 3% of the customers are highly dissatisfied
on the basis of Price of the product.

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 Summary of Findings,
Conclusion and
CHAPTER-5 Suggestions /
Recommendations

1.1 DISCUSSION
DISCUSSION, 1.2 SUGGESTIOS

SUGGESTIONS 1.3 CONCLUSIOS

AND
CONCLUSION

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