A Study On Impulsive Buying Behaviour Of Customer With Special Reference To Big Bazaar

REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION (AFFILIATED TO MAHAMAYA TECHNICAL UNIVERSITY,NOIDA)

(2010 2012)
SUBMITTED TO :

Jitendra Dixit Sir

M.B.A (Assistant Professor) (4th Sem.)

SUBMITTED BY: Parvendr Singh Roll No. 1006370069 MBA

GLA INSTITUTE OF TECHNOLOGY AND MANAGEMENT MATHURA, Affilated to MTU, Noida

Declaration

I, Parvendr Singh,MBA final year student of GLA Institute of Technlogy And Management, Mathura, hereby declare that the Research report work titled A Study On Impulsive Buying Behaviour Of Customer With Special Reference To Big Bazaar submitted in partial fulfillment of the requirements for the award of the degree of Master of Business Administration under of Mahamaya Technical University, Noida, is my own work. The contents of the study in full or parts have not been submitted to any other institution or university for the award of any Degree / Diploma.

Acknowledgement
A project is never the sole product of a person whose name has appeared on the cover. Even the best effort may not prove successful without proper guidance. For a good project one needs proper time, energy, efforts, patience, and knowledge. But without any guidance it remains unsuccessful. I have done this project with the best of my ability and hope that it will serve its purpose. To be or not to be is not anything which matters, how to be thankful is what really matters

It was really a great learning experience and I am really thankful to my faculties, who not only helped me in the successful completion of this report but also spread his precious and valuable time in expanding my knowledge base.

I wish to acknowledge my gratitude towards GLAITM, my friends and all those persons who are responsible for the successful completion of this project.

Executive Summary
As customers taste and preferences are changing, the market scenario is also changing from time to time. Todays market scenario is very different from that of the market scenario before 1990. There have been many factors responsible for the changing market scenario. It is the customers changing tastes and preference, which has bought in a change in the market. Income level of the people has changed; life styles and social class of people have completely changed now than that of olden days. There has been a shift in the market demand in todays world. Technology is one of the major factors, which is responsible for this paradigm shift in the market. Todays generation people are no more dependent on hat market and far off departmental stores. Today we can see a new era in market with the opening up of many departmental stores, hypermarket, shoppers stop, malls, branded retail outlets and specialty stores. In todays world shopping is not any more tiresome work rather its a pleasant outing phenomenon now.

The study is based on a survey done on customers of a hypermarket named big bazaar. Big bazaar is a new type of market, which came in to existence in India since 1994. It is a type of market where various kinds of products are available under one roof. My study is on determining the impulsive buying behavior of customer in big bazaar . The study will find out the current status of big bazaar and determine where it stands in the current market. 4

This market field survey will help us in knowing the present customers tastes and preferences. It will help in estimating the customers future needs and wants.

Introduction

Introduction The retail industry in India gathered a new momentum with the establishment of different international brand outlets, hyper or super markets, shopping malls and departmental stores. The organised retail segment in India is projected to be 9 per cent of total retail market by 2015 and 20 per cent by 2020. Hypermarkets would be the largest retail segment, accounting for 21 per cent of the total retail space by 201314. India has one of the largest number of retail outlets in the world. The retail sector is experiencing exponential growth, with retail development taking place not just in major cities, but also in Tier-II and Tier-III cities. India's growing population and urbanisation provides a huge market for organised retail. Growing economic prosperity and transformation in consumption pattern drives retail demand. India ranks fourth among the 30 countries that were surveyed in Global Retail Development Index and ranked sixth in the 2011 Global Apparel Index. Organized retail in India constitutes a very little share of around 7.8% of the total retail market. Of that 96% is in the ten biggest cities, and 86% in the biggest six. Through the 1990s organized retail added just 1million sq.ft. of space a year. From 2001 onwards, the pace quickened dramatically and 2003 alone saw an addition of 10 million sq.ft. retail space. As per the Marketing White book 2009-2010, Indian retail market is estimated at US$ 280 billion but organized retail is estimated at only US$ 14 billion. The sector accounts for over 10% of the country's GDP and 8% of total employment of the nation's workforce. Growth in the retail sector had fuelled a rapid mall building scenario across the country, with the total number of malls expected to increase to 600 by 2010 from an estimated 300 by end of 2007. Several retailers, including Indian corporate houses, are foraying into the retail sector through different formats, unlike foreign retailers who usually maintain three to four formats.

Evolution of Retail Market in India

India as a country has the most unorganized retail market. "Kirana stores" the traditional retail outlets work with an age old set up of a shop in the front & house at the back. More than 99% retailers function in less than 500Sq.Ft of area. The producers distribute goods through C & F agents to Distributors & Wholesalers. Retailers happen to source the merchandise from Wholesalers & reach to end-users. The merchandise price gets inflated to a great extent till it reaches from Manufacturer to End-user. Selling prices are largely not controlled by Manufacturers. The vibrant change in the market that has occurred in the past decade has made retailing probably the hottest area to venture into. There is an elementary budge stirring in the market. In India Retail Industry has undergone with two different phases and in recent past it is changing at faster speed form traditional Informal retailing sector to modern Formal and Organized Retailing sector. Informal Retailing Sector, consisting of typically small retailers who most of times organize the things through sole proprietorship type of organizations. Due to there small size and lack of capital investment they were mainly suffering from inefficient supply chain management and approximately no monitoring of labor laws. Even from the government's point of view, there was enough tax evasion as the tax enforcing mechanism could never be applied over then due to their complex structure. Formal Retailing Sector, consist of large retailers, who generally made available all
the consumer goods at one center. They are managed by corporate houses and involves huge capital intake with them. As they are 'organized' there is absolute

opportunity of application of tax mechanism and it also involves high level of labor usage monitoring. Some leading corporate houses dealing with retail market are: TATA: - Tata Trent, RPG Group: - Food World, Health and Grow etc., ITC: - Wills Life Style, RAHEJAS: - Shoppers Stop, HIRANADANI (HAIKO) & DLF: - DT Cinemas. There are different formats adopted by the corporate bodies such as:Dedicated Brand Outlets: - Nike, Reebok, Zodiac etc. Multi Brand Outlets: - Vijay Sales, Viveks's etc. Outlets of Manufacturer's/ Exporters: - Pantaloon, Bata, Weekender and Globs etc. Modern Format Retailers Traditional Format Retailers

Factors supporting the emergence of organized Retail sector

Increased purchasing power of the customers Young population as Indian consumers Shift in the consumption patterns More Tier-2 cities emerging across the country Better infrastructure facilities and Improved logistics

Major Formats of In-Store Retailing: Format Branded Stores Description Exclusive showrooms either owned or franchised out by a manufacturer. The Value Proposition Complete range available for a given brand, certified product quality Greater choice to the consumer, comparison between brands is possible

Specialty Stores

Focus on a specific consumer need, carry most of the brands available Large stores having a wide variety of

Department Stores

products, organized into different departments One stop shop catering to such as clothing, house wares, furniture, appliances, toys, etc. varied/ consumer needs.

Supermarkets Extremely large self-service retail outlets Stores offering discounts on the retail price through selling high volumes and reaping economies of scale

One stop shop catering to varied consumer needs

Discount Stores

Low Prices

Larger than a supermarket, sometimes with a Low prices, vast choice Hyper- mart warehouse appearance, generally located in quieter parts of the city available including services such as cafeterias.

Convenience Small self-service formats located in crowded Convenient location and stores Shopping Malls urban areas. An enclosure having different formats of instore retailers, all under one roof. extended operating hours. Variety of shops available to each other.

Indian Retail- expanding the number of formats: In modern retailing, a key strategic choice is the format. Innovation in formats can provide an edge to retailers. Organized retailers in India are trying a variety of formats, ranging from discount stores to supermarkets to hypermarkets to specialty chains. Formats Adopted by Key Players in India : Retailer RPG Retail Original formats Supermarket (Food world) Department Store (Pyramid Megastore) Small format outlets Pantaloon Retail (Shoppe) Department Store (Pantaloon) K Raheja Group Department Store (shopper's stop) Specialty Store (Crossword) Supermarket (TBA) Hypermarket (TBA) Supermarket (Food Bazaar) Hypermarket (Big Bazaar) Mall (Central) Later Formats Hypermarket (Spencer's)Specialty Store (Health and Glow) Discount Store (TruMart)

Piramal's

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Tata/ Trent Landmark Group Others

Department Store (Westside) Hypermarket (Star India Bazaar) Department Store (Lifestyle) Hypermarket (TBA) Discount Store (Subhiksha, Margin Free, Apna Bazaar), Supermarket (Nilgiri's), Specialty Electronics

Introduction About the Company

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Pantaloon Retail India Ltd (PRIL) has emerged as the leading retailer in India with its chain of Pantaloon, Big Bazaar and Food Bazaar stores. With the right mix of management capabilities, high growth product profile, well-developed strategy and extensive IT and logistics capabilities, PRIL has ensured rapid growth. More importantly, while most organized retailers are struggling to be in black, PRIL has demonstrated a consistent track record of profitable growth.

PRIL has chalked out an aggressive expansion plan to increase its retail space to over 1,740,000 sq.ft. over the next two years. Space for additional 4 Pantaloons, 11Big Bazaars and 2 Food Bazaars has already been finalized, and these would be Operational over the next two years. PRIL aims to set up over 30 Food Bazaars and is scouting for appropriate locations for the same. After popularizing the concept of hypermarket in India, PRIL is now also setting up a new format shopping mall in the country under the name Central. The format would be on the lines of a Selfridges in London or a Central Mall in Bangkok. Two malls of 100,000 and 240,000 sq.ft. are being set up in Bangalore and Hyderabad respectively

Pantaloon Retail (India) Ltd. The Company's principal activity is to operate chain retails stores in names of Big Bazaar, Food Bazaar, Central and Pantaloons. The Big Bazaar is the discount store which offers a wide range of products under one roof. The products include apparels and non-apparels such as utensils, sports goods and footwear. The Company also has its presence into gold retailing by launching Gold Bazaar. The

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Company's Food Bazaar provides a range of food and grocery products ranging from fresh fruits and vegetables, staples, FMCG products and ready-to-cook products. The Central offers a chain of stores including books and music stores, global brands in fashion, sports and lifestyle accessories, grocery store and restaurants. The Pantaloon retail stores focus largely apparels and accessories.

Pantaloon: Fashion by Pantaloon

Pantaloon is the company's departmental store and part of life style retail format. In fact, PRIL took its very initial steps in the retail journey by setting up the first Pantaloon store in Kolkata in 1997. In a short time Pantaloon has been able to carve a special place for it self in the hearts and minds of the aspirational Indian customers. The company has depth of offering for both men and women at affordable prices. A striking characteristic of Pantaloon has been the strength of its private label programme. John Miller, Ajile. Scottsvile, Lombard, Annabelle are some of the successful brands created by the company. With 13 stores across the country and an ever-increasing stable of private brands, Pantaloon - in the coming years is poised to become a leading fashion trendsetter.

Big Bazaar: Is se sasta aur acha kahin nahin

Big bazaar is the companys foray into the world of hypermarket discount stores, the first of its kind in India. Price and the wide array of products are the USPs in Big Bazaar. Close to two lakh products are available under one roof at prices lower by 2 to 60 per cent over the corresponding market prices. The high quality of service, good ambience, implicit guarantees and continuous discount programmes have helped in changing the face of the Indian retailing industry. A leading foreign broking house compared the rush at Big Bazaar to that of a local suburban train.

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Diversity of product range will ensure profitable volume growth

To achieve better return on retail space, PRIL uses certain product categories as margin managers and certain product categories to generate traffic. The food and groceries business will act as key volume growth driver while high share of apparel (which account for over 80% sales in Pantaloon Stores and 40% in Big Bazaar) will enable PRIL to maintain high margins. The management has demonstrated its ability to improve stock turnovers in both the formats successfully, which has enabled significant margin improvement.

Fully integrated value chain and own labels give competitive edge
PRIL has a completely integrated value chain in apparels from fabric manufacturing to apparel manufacturing, branding, distribution to retailing. The company controls the total value chain from yarn to apparel retailing and gives a competitive edge in terms of speed of delivery; lower inventory carrying costs and better realizations. Also, large part of PRILs apparel revenues comes from own private labels. PRIL has developed significant competencies in apparel branding over a period of time and has developed own labels (John Miller, Shrishti, Bare, Annabelle, AFL) in all the apparel product categories. Worldwide, private labels give higher margin to retailers than the national brands.

Also growth of private labels is faster as retailer controls shelf space and visibility. Other initiatives such as faster turnover of stocks by introducing 6 seasons in a year (against 2 earlier) has helped in bringing down inventory levels and at the same time providing wider choice to customer and improving frequency of customer visits.

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High scalability of business model multiplier effect will set in

Size and scale drive economies on procurement and lower logistics costs, which enables a retailer to deliver better value to customers. The hyper-market format has much higher scalability as compared to the pure apparel-retailing format. Also, the potential to expand and scale is virtually unlimited in the food & grocery segment, where efficiencies improve dramatically with scale as the multiplier effect sets in. Food constitutes the largest expenditure item (estimated at over 50%) of an average Indians monthly personal expenditure. However, the share of modern retail formats in the Rs6700bn Food & Grocery market is a minuscule 0.3%, revealing the high growth potential in the segment.

New product categories and innovative tie-ups to aid growth

PRIL offers large number of products to the customer to give them better choice for selection. Different product categories have different depth and width in merchandise offering. Besides, PRIL has tied up with Shop-in-Shop partners in its Big Bazaar stores. Some product categories where the company does not have core competency or does not want to invest, but would attract customers are catered through these partners. Eventually, in the long run, the Company may manage some of these product categories on its own as volumes grow and it develops competencies in these businesses. Shop-in-Shop partners typically pay a fixed rental for their space and share a part of their profits. By expanding the range of product offerings and retail formats, PRIL today has been able to target a much larger share of the consumers basket (about 70% as against less than 8% in 1994). PRIL will be adding new product categories to its business in both Pantaloons as well as Big Bazaar stores. Gold, Investment products, White goods and Appliances, Footwear will be the new product categories that will be added. These product categories will help in improving Walk Ins into its stores and generate additional business from the existing categories too.

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Competition from global players would pose a major threat

Most global retailing majors have been keen on entering into the huge untapped Indian market. However policy restricts Direct Foreign Investment in the sector. There is a high likelihood of the Government lifting restriction on FDI into the retail sector in the near future. Entry of these foreign giants - with significant experience and skills in retail management would increase competition for PRIL. However, we believe that given the widely dispersed and heterogeneous nature of Indian markets, a foreign entrant would find it extremely difficult to establish a national presence. Pantaloon with its early Mover advantage and understanding of local markets is well entrenched to retain high customer share. Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12, 1987 as Mainz Wear Private Limited under the stewardship of Mr. Kishore Biyani. It was converted into a public limited company in September, 1991. The company sold branded garments under Pantaloon, Bare and John Miller brands. PRIL set up its first menswear Pantaloon Shoppe outlet in 1993. The companys name was changed to Pantaloon Retail (India) Limited in 1999, when it made a full-fledged entry into the retail segment through the Pantaloons Family Store.

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Emerging trends in organized retailing

Over the last five years, a number of large business groups such as Tatas, RPG, Rahejas and Piramals has set up stores/malls and built businesses within retail. These include the Rs1.9bn Food World - a leading supermarket chain set up by RPG; the Rahejas Rs1.8bn Shoppers Stop - a multi-brand departmental outlet and the Crossroads Mall set up by the Piramals. While many of these initiatives were initially driven by the need to use existing real estate, they are beginning to assume the contours of a serious business today. Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel retail to grocery and convenience stores. Suitability of location, optimal utilization of real estate, diversifying business to reduce reliance on the commodity nature of fuel retail business and improve margins are the key factors that has lead fuel majors to enter into the retailing. Also, existing family owned businesses are expanding their businesses. The more successful of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year old Chennai based chain selling consumer durables and Narulas - the food chain in North India.

Theme for a mall

Although the retail sector in India highly fragmented and consists predominantly of small, independent, owner-managed shops, it happens to be the country's second largest employer after agriculture. The country is currently witnessing a boom in retailing, thanks mainly on account of an increase in the disposable incomes of middle and uppermiddle class households. More and more corporate houses, including large real estate companies, are now entering the retail business directly or indirectly. One sign of the modernization of Indian retailing is the rapid growth in the number of specialty malls and theme malls. The Piramals, Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers like Crosswords, Shopper's Stop and Pantaloon have taken the lead in organized retailing.

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Emergence of specialty retailing

Though organized retailing is still at a nascent stage - accounting for only around two per cent of the $180 billion retail market in India - it is likely to touch 10 per cent by the end of this decade. Four product categories have led the organized retailing wave: foods, apparel, lifestyle products, consumer durables and electronics. In recent times, several theme malls such as Gold Souk (jewellery malls), Wedding Mall, Electronic Mall, Auto Mall, etc catering to specific needs and occasions have been completed or announced.

Many top developers are now toying with the idea of developing specialty malls. Specialty malls are already a success in the West, whereas the concept is in its infancy in India. One could venture so far as to say specialty and theme based retailing will drive the growth of organized retailing in India.

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ORGAINSED RETAILING
Organised retailing got a leg up during 2008 with the opening of new format stores, rapid growth of existing players, start-up of new-generation shopping malls, the Government's intention of allowing a certain level of foreign direct investment in retail and the formation of a retailers' association. With consumer sentiment positive during most of 2008, it led to substantial spending across a number of categories such as consumer durables, clothing and lifestyle, automobiles and telecom products. At the beginning of this decade, organized retailing accounted for a mere $2.9 billion in India. This is only 1.25 per cent of the estimated total retail market. This share has already grown to 2 per cent. Growth projections for retail business vary widely. Some studies estimate that by 2011, the share of organized retail in the retail pie will jump three times to reach 5-6 per cent.

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Major retail players in India

Future Groups-

Raymond Ltd.

Spencers-

Reliance

Aditya Birla Group -

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Introduction to Topic

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Impulsive buying behavior of Customer

Impulsive purchasing, generally de fined as a consumers unplanned purchase which is an important part of buyer behavior. It accounts for as much as 62% of supermarket sales and 80%of all sales in certain product categories. Though impulsive purchasing has attracted attention in consumer research. Unfortunately, there is a dearth of research on group-level determinants. This research suggests that the presence of other persons in a purchasing situation is likely to have a normative influence on the decision to make a purchase. The nature of this influence, however, depends on both perceptions of the normative expectations of the individuals who expert the influence and the motivation to comply with these expectations. Peers and family members are the two primary sources of social influence, often have different normative expectations. Thus, it has been evaluated two factors that are likely to affect the motivation to conform to social norms The inherent susceptibility to social influence and b)The structure of the group Group cohesiveness refers to the extent to which a group is attractive to its members. The theory proposed by Fishbein and Ajzen helps conceptualize these effects. This theory assumes that behavior is a multiplicative function of expectations for what others consider to be socia lly desirable and the motivation to comply with these expectations.

Promoting impulse buying behavior

The business implications are fairly obvious. If businesses wish to promote impulse buying, they should create an environment where consumers can be relieved of their negative perceptions of impulse. Businesses should stress the relative rationality of impulse buying in their advertising efforts. Similarly, they should stress the noneconomic rewards of impulse buy

Additionally, businesses can make the environment more complex, further straining consumers abilities to process information accurately. Such techniques as stocking more merchandise, creating stimulating atmospherics, and increasing information may be

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useful to stimulate impulse buying. Businesses have to make impulse purchasing more risk-free, through convenient return policies, or increase enablers such as credit and store hours. Importantly, this model also offers options for consumers to control their buying impulses, if they choose to, or feel better about their impulse buying, by relieving their negative evaluations of impulse.

How to promote impulsive buying

Emphasise needs versus wants Highlight that it will not impact on their shopping budgets over time Create a store environment which dazzles them and where they loose control Provide flexible payment methods. Some people have less cash in your wallet and sometimes leave credit cards at home

Avoid making the customer wait 24 hours before making an unplanned purchase Demonstrate that this deal/offer will not last tomorrow before they realize that such deals occur on a regular basis

Stress on the emotional aspect of owning the product.

Good amount of effort should be put into messages which should make consumer recognize that buying on impulse is not bad. Once consumers recognize that products are more than commodities and that they are buying to please their desires, they will feel more comfortable with the impulse buying decision. Traditionally impulse buying is defined as Unplanned buying refers to all purchases made without such advance planning and includes impulse buying, which is distinguished by the relative speed with which buying decisions occur. Impulse buying occurs when a consumer experiences a sudden, often powerful and persistent urge to buy something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences.

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Why people buy impulsively?

Some say that it acts as a stress reliever Perceive it as the best buy of that time People are captivated as an audience Consumers have extra money in their budget

These are some of the characteristics of impulsive buying

Unplanned, Spontaneous and intense urge to buy the purchaser often ignoring the consequences

Without much prior knowledge of the product or intension to buy A kind of emotional and irrational purchase often for reasons like fun, fantasy and social and economic pleasure

Consumer often regret their purchase after purchasing

Internal factors affecting impulsive buying

Depends on the mood of the individual, positive mood triggers impulsive buying Impulsive buying is more a need than a want Potential entertainment and emotional worth of shopping Cognitive/affective

External factors affecting impulsive buying

Windows display Visual merchandising In-store form display Promotional signage Word of mouth messages E-commerce

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Impact of impulsive buying on the consumer

Disturbs the overall financial budget Often gives product dissatisfaction and less alternatives are considered People who go for impulsive buying often have post purchase regret Irrational decision making being more emotional

The managerial implications of this analysis should be fairly obvious. If retailers wish to promote impulse buying, they should create an environment where consumers can be relieved of their negative perceptions of impulse. Retailers may stress the relative rationality of impulse buying in their advertising efforts. Similarly, they may stress the non-economic rewards of impulse buying. Additionally, retailers can make the environment more complex, further straining consumers' abilities to process information accurately. Such techniques as stocking more merchandise, creating stimulating atmospherics, and increasing information may be useful to stimulate impulse buying. Retailers can make impulse purchasing more riskfree, through convenient return policies, or increase enablers such as credit and store hours.

Consumers
Impulse buying processes are alternatives to planned decision making and consumers must use these techniques with that in mind. If impulse is a response to information overload, consumers may reduce the information processing demands by restricting their search either to a few products or to several features of a larger number of products. They may also develop decision aids, such as lists, comparison tables or graphs, reducing reliance on heuristics. Similarly, they can allow enough time for gathering information and evaluating options before purchase. These options will help make purposeful analysis less frustrating and more productive. Other options include limiting unnecessary emotional distractions like shopping buddies, especially children. Consumers can also

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choose other methods to moderate their moods, rather than resorting to impulse buying for that purpose. Consumers should be more aware of retailers' efforts to manipulate their moods to influence their buying decisions. Moreover, they can reduce enablers by only shopping when they need specific purchases and only carrying enough cash or credit for necessary purchase.

Reasons for buying on impulse

We have already referred to one reason for the impulse buy - the "decision in principle". We want a dress but have not made a specific choice nor have we undertaken a systematic search. We are not shopping for any particular purpose; indeed we may be simply passing by the store on some other errand. There are, however, other factors that influence the impulse purchase. The most significant of these is the view of shopping as a social pleasure. Hausman's focus groups reveal that consumers see shopping as "retail therapy", as a way of getting over the stresses of a working day or simply a fun day out. We can, by looking at this view of shopping, begin to return to a rational explanation for shopping behavior. If the rationalist sees shopping purely in terms of obtaining goods, then impulse buying does not make sense. But if we rationalise shopping as pleasure seeking, then the impulse purchase becomes more understandable. The impulse purchase is not the result of a specific search to satisfy a particular requirement since the satisfaction comes from the act of shopping itself. Purchases are incidental to this process although they do provide proof of the enjoyment. Chances are that, if we "go to look round the shops", we will return having made some form of purchase. And that purchase will have been made on impulse.

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Remember then that shopping is fun. If you do, and you encourage your employees, then the impulse shoppers will come to your store because it is a pleasure. And they will buy. The understanding of impulse purchasing was greatly improved through Stern's identification of four distinct classifications of impulse purchasing: planned, pure, reminder and suggestion impulse purchasing. The four categories are as follows: (1) Pure impulse buying is a novelty or escape purchasing which breaks a normal buying pattern; (2) Reminder impulse buying occurs when a shopper sees an item and remembers that the stock at home is exhausted or low or recalls an advertisement or other information about the item and a previous decision to buy; (3) Suggestion impulse buying occurs when a shopper sees a product for the first time and visualizes a need for it, even though he has no previous knowledge of it; and (4) Planned impulse buying occurs when a shopper enters the store with some specific purchases in mind, but with the expectation and intention to make purchases that depend on price specials, coupon offers, and the like.

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NEED FOR THE STUDY

Impulsive purchasing, generally defined as a consumers unplanned purchase is an important part of buyer behavior. It accounts for as much as 62per cent of supermarket sales and 80per cent of all sales in certain product categories. Moreover it can be understood from various literature reviews that Indian consumers exhibits impulsiveness and price consciousness behavioral dimension. Retail consumers tend to purchase impulsively as they do not plan in advance and they also go for other brand if their preferred brand is not available in a particular store. They are influenced by the store brands prices and try them during discounts and if the quality is delivered. In turn the satisfied customers prefer to visit the retailer again and again. Thus, it could be concluded that customer loyalty is customers intention to purchase a specific product or services in future repeatedly and customer loyalty is an important indicator of store health. Customers can have long-term loyalty to the retail outlets. Long-term loyal customers do not easily Change their store and product choice. Researchers understand that impulsive buyers can be converted into loyal customer if they are satisfied. Moreover, it also understood from that review of earlier studies that though impulsive purchases has attracted much attention in consumer research, unfortunately there is a dearth of research on group-level determinants.

Purpose of the Study

The purpose of the research study is to test the association of the independent variables that are; shopping life style, fashion involvement, pre-decision stage, post-decision stage regarding consumer purchasing with the dependent variable that is; impulse buying behavior of consumers who shop in the Big Bazaar.

OBJECTIVES

To analyse the buying behavior of the consumers of Big Bazaar. To measure the level of satisfaction derived by the shoppers at Big Bazaar. To assess the future relationship between the retailer and his customers.

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To offer product and services according to the behavior of consumers. To differentiate our offerings. To fabricate loyalty programmes according to buying behavior of consumers.

REVIEW OF LITERATURE
International Journal Of Research In Commerce & Management. Researchers have looked into the importance of customer satisfaction (Kotler, 2000) defined satisfaction as persons feelings of pleasure or disappointment results from comparing a products perceived performance (or outcome) in relation to his or her expectations. The key of achieving organizational goals consists in determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors (Kotler, 1991, p.10)Muhammad Ali Tirmizi, Kashif-ulRehman, M.Iqbal saif (2009), in their study on An Empirical Study of Consumer Impulse Buying Behavior in Local Markets have clearly indicated that there exists a weak association between consumer lifestyle, fashion involvement and post decision stage of customer purchasing behaviour with the impulsive buying behaviour. Johan Anselmsson (2006) on sources of customer satisfaction with shopping malls, comparative study of different customers segments, a study mainly focused on customer satisfaction and visit frequency at shopping malls among customer segments based on age and gender. It was found eight underlying factors are important to customer satisfaction. Those are selection, atmosphere, convenience, sales people, refreshments, location, and promotional activities and merchanding policy. Graeme D.Hutcheson and Luiz Moutinho (1988) study on measuring preferred store satisfaction using consumer choice criteria as mediating factors attempts to model causal effect that consumers perception of choice criteria used to determine supermarket patronage has on the levels of perceived satisfaction with a preferred store. The likely importance of quality and value for money as choice criteria was reinforced by strength of their releationship with satisfaction, a variable generally believed to be one of the most important in determining store patronization and repatronization. Robert A. Westbrook, (1981) study on sources of consumer satisfaction for a large conventional department store has found that

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satisfaction from multiple sources serves to raise overall satisfaction while dissatisfaction from multiple sources corresponding lowers it. Peter Kennings (2007) study found that an overall positive effect of trust buying behavior in food retailing. It is also found that general trust has no influence on specific trust and the meaning of specific trust for buying increases when general trust is low.Rajagopal (2008) in his Study on point of sales promotions and buying stimulation in retail stores analyses buying behaviour in reference to the point of sales promotion offered by retailing firm and the determinants of sensitivity towards stimulating shopping arousal and satisfaction customer in order to build store loyalty have been discussed in this paper. It is found that loyal customers are attracted to the store brands. Lutz (1981) in his study has concluded that A perspective into consumer behaviour is motivated by a desire to understand the relationship between attitude and behaviour psychologists have sought to constant models to capture the underlying dimensions of an attitude. Eldon M. Kenneth E. Miller (1977) in their study related to the post purchase communication found that it results in increased satisfaction with the purchase letter communication. For over fifty years, consumer researchers have strived to form a better definition of impulse buying. Early studies on impulse buying stemmed from managerial and retailer interests. Research in this vein placed its emphasis on the taxonomic approach to classifying products into impulse and non-impulse items in order to facilitate marketing strategies such as point-of-purchase advertising, merchandising, or in-store promotions. This approach is limited by a definitional myopia, which simply equates impulse buying to unplanned purchasing (Bellenger, Robertson, and Hirschman 1978; Kollat and Willet 1967; Stern 1962). In response to this definitional problem, researchers began to focus on identifying the internal psychological states underlying consumers impulse buying episodes (e.g., Rook 1987; Rook and Gardner 1993; Rook and Hoch 1985). Impulse buying was redefined as occurring "when a consumer experiences a sudden, often powerful and persistent urge to buying something immediately. The impulse to buy is hedonically complex and may stimulate emotional conflict. Also, impulse buying is prone to occur with diminished regard for its consequences" (Rook 1987, p. 191). In the same vein, Hoch and

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Loewenstern (1991) explained the impulse buying as a struggle between the psychological forces of desires and willpower. The shift in defining impulse buying has drawn particular attention to systematically investigating factors that may underlie or cause impulse buying. This work includes examinations of the mood-impulse buying relationship (Gardner and Rook 1988; Rook and Gardner 1993); the relationship between affective states, in-store browsing, and impulse buying (Jeon 1990); the holistic processing and self-object meaning-matching in impulsive buying (Burroughs 1996); and the normative influences on impulse buying (Rook and Fisher 1995).

Personality Factors Potentially Related to Impulse Buying

Several measurement instruments and models of personality exist. One which may have particular value for studying impulse buying is the Multidimensional Personality Questionnaire (MPQ) developed by Tellegen (1982). This instrument was developed in an exploratory manner over a period of 10 years (Tellegen and Waller, in press). Items originally based on personality attributes identified in prior models were developed, tested, refined and revised by empirical testing. The final instrument identified 11 primary personality dimensions (Tellegen 1982). They are wellbeing, social potency, achievement, social closeness, stress reaction, alienation, aggression, control, harm avoidance, traditionalism, and absorption. Among these 11 dimensions are three that seem to have particular relevance for the study of impulse buying. These dimensions are: Lack of Control (or Impulsivity), Stress Reaction, and Absorption.

A Lack of Control (or Impulsivity).

Control relates to the individuals characteristic mode of monitoring impulse. When dimensionalized, the underlying continuum is conceived of as representing excessive

31

containment of impulse and delay of gratification versus an insufficient modulation of impulse and an inability to delay gratification. Controllers are reflective, cautious, careful, rational, and sensible. They like to plan their activities (Tellegen 1982). On the contrary, impulse-ridden individuals are spontaneous, reckless, and careless; they prefer to "play things by ear." Their decisions are made rapidly and their emotional fluctuations are readily visible. They tend toward immediate gratification of their desires even when such gratification is inconsistent with the reality of their situation or their own ultimate goal. Impulse buying may be one manifestation of this personality trait Representing a lack of control. Preferring planned-out activities seem to be counter to prior definitions of impulse buying. Control would also run counter to Hoch and Loewensterns conceptualization of impulse buying since it should provide people with the ability to maintain high levels of willpower. A generalized lack of control or impulsivity would therefore seem to be a potential contributor to impulse buying behaviors.

Cues That Trigger Impulse Buying

Many different factors have been suggested as triggering the impulse to purchase. By and large, triggers are divided into two types Externals cues and internal cues (Wansink 1994). External cues are specific triggers associated with buying or shopping. They involve marketer-controlled environmental and sensory factors. Internal cues refer to consumers self-feelings, moods, and emotional states. Recent studies have stated that atmospheric cues in the retail environment (i.e., sights, sounds, and smells) are important triggers that can influence a desire to purchase impulsively (Eroglu and Machleit 1993; Mitchell 1994). Also it has been suggested that marketing innovations such as credit cards, cash machines, instant credit, 24-hour retailing, and telemarketing make it easier than ever before for consumers to buy things on impulse (Rook 1987; Rook and Fisher 1995). Additionally, marketing mix cues such as point-of-purchase, displays, promotions, and advertisements also can affect the desire to buy something on impulse.

32

Consumers emotions or affective states have been regarded as potent internal triggers for impulse buying. It is speculated that impulsive buyers are more likely to be responsive (or sensitive) to their emotional conditions than non-impulsive buyers (Rook and Gardner 1993). For impulsive buyers, their affective state can stimulate pursuit of the immediate gratification that buying provides. In fact, recent work has proposed that buying impulses may be partially motivated by a desire to change or manage emotions or mood states (Gardner and Rook 1988; Rook 1987; Rook and Gardner 1993). Impulse buyers were found to be more likely to buy on impulse in both negative moods and positive moods than non-impulse buyers. The results suggest that impulse buyers are more prone to act when experiencing hedonically charged moods regardless of their direction. Thus, it is expected that both positive and negative affective states are closely ted to the tendency to engage in impulse buying.

Most early efforts to study impulse buying behavior - those before 1987 - were concerned with definitional issues and attempted to classify impulse into one of several subcategories, rather than to understand why so many consumers appear to act on their buying impulses so frequently. This concern with developing classificational schemata has generated a body of research that ignores the behavioral motivations leading to impulse buying behavior for a large variety of products and instead focuses on a small number of relatively inexpensive products. More recent studies have reported impulse purchases across a broad range of product offerings in a variety of price ranges (Cobb and Hoyer, 1986; Rook, 1987; Rook and Fisher, 1995). The pervasiveness of impulse buying, even for relatively expensive products, is counter-intuitive and has led to a few preliminary studies looking at impulse buying as an inherent individual trait, rather than a response to inexpensive product offerings.

33

RESEARCH METHODOLOGY OF THE STUDY

Technology and customers tastes and preferences plays a vital role in todays generation. Research Methodology is a set of various methods to be followed to find out various informations regarding market strata of different products. Research Methodology is required for every industrial service industries for getting acquire knowledge of their products.

RESEARCH DESIGN
Considering this work as a basic research, this study has followed descriptive research design. An attempt is made in this study to understand an association between the impulsive purchase made by the customers visiting a store and their association with the concept of customer satisfaction. Data were collected from the potential customers of big bazaar Mathura, Uttar Pradesh, India.

DATA COLLECTION
This study both primary & secondary data were collected for the study.

Primary Data
A questionnaire was designed to collect the primary data from the customers of Big Bazaar ,Mathura.

Secondary Data
Articles on impulse buying were studied.

Measurement Technique
A questionnaire was designed by the researchers to be administered during the personal interview. Care was taken to avoid loaded, double barreled, biased questions.

34

POPULATION & SAMPLING FRAME

A Non-probability convenient sampling method was used to obtain the data from the customers- Any shopping party leaving the Big Bazaar after making some purchases.

SAMPLING METHOD
A Sample of 100 respondents was chosen for data collection. It was observed at the end of the week (data collected) nearly 25 questionnaires were incomplete. They were deleted from actual population which gave a sample of 125 respondents in total.

35

Limitations

36

Preparation of a project report and concluding a research is a whole process which is carried out in a number of steps. Therefore through out the whole process of research there are a number of difficulties encountered by researcher, at every step. In the present study we may assume following limitation. 1. The data has been collected from the respondent of Mathura city. The result are location specific and therefore the conclusion , the applicable to a different district have different socio-economic condition. 2. As students, the researchers had limited amount of resources (time, money, etc) to spend on this research. 3. The study related to a service quality is entirely based on the responses given by the respondents. The view of respondents relating to a perception , satisfaction and expectation may be based. 4. This research focuses on the incidence of impulse buying and a few factors affecting it such as gender of the shopper, size of the shopping bill, presence of a shopping list and the number of items purchased. This does not suggest that these are the only factors that influence impulse buying decisions. 5. Some other influencing factors such as in-store stimuli (communication mix, shelf placement), consumer traits other than gender, situational factors (mood, time, money) and normative traits of decision making have not been studied. Hence, the findings of this study cannot be extended to those areas.

37

Analysis

38

ANALYSIS
The survey is done on big bazaar. Survey is done of 100 respondents of Mathura who come to visit big bazaar. A specific questionnaire is prepared for the customers and data is obtained from them by moving around big bazaar and personally interacting with them. The customers gave valuable information regarding their consumption pattern in big bazaar. All informations are collected and a proper analysis is done.

All the analysis and its interpretations are discussed below. Each of the analysis is done as per the information obtained from the customers and a serious interpretation has been done to best of my effort.

39

Higher Income Group Middle Income Group Lower Income Group No Income Group

5% 50% 20% 25%

Income wise distribution of customers coming to big bazaar

40

INCOME GROUP

5% 25% Higher Income Group Middle Income Group 50% 20% Lower Income Group No Income Group

Analysis: The above diagram shows the distribution of income level of customers
coming in to big bazaar. Among the 200 respondents 50% of customers are of middle income level that is between Rs20000 60000. Least number of customers visiting Big bazaar are the higher income level people that constitute only 5%. The lower income level of people coming to big bazaar constitutes of 20%. 25% of people belong to no income group which mostly consists of students.

Interpretation: Big bazaar is the hub of shopping for middle level income group
people because of its reasonable price on its each product category. The higher-level

41

income group people dont prefer to do shopping in big bazaar, as it doesnt deal with branded products. The higher-level income group people are very status conscious and their psychology is such type that they dont prefer much to visit big bazaar, as it is a discounted store. The lower income group people come in to big bazaar as they get goods at a discounted price. Hence big bazaar should include branded products in its product category, which will encourage higher income group people to come in to big bazaar. Probably not much of lower income group people come to big bazaar as they dont like to have any shopping experience rather they just go for near by store where they can get their necessity goods. Even they purchase goods on a regular basis on a small quantity. So they dont have much interest to come to big bazaar and do shopping.

42

Purpose behind visiting big bazaar

Shopping Outing Both

60 10 30

PURPOSE

30% Shopping Outing 60% 10% Both

Analysis:

Out of the 200 respondents 60% of respondents visit big bazaar for

shopping, 10% for outing and 30% visit big bazaar for both the purposes.

Interpretation:

From this I interpret that big bazaar is purely a shopping complex

but it also facilitates a certain kind of ambience and decorum to the people that they also visit it for the purpose of outing. The infrastructure and ambience of big bazaar is so that people even like to go there even also they dont have to purchase anything. People enjoy doing shopping in big bazaar. This is very nice for it as often customers purchase some goods while moving I the building.

43

Garment Outlet Footwear Outlet Food Court Entertainment Gift Corner Jewellery and Watches Store

40% 15% 20% 10% 10% 5%

Demand for other retail outlets in a mall

44

garment outlet

5%
foot wear outlet

10% 10% 20% 15%

gift corner jewelery and watches

40%

food court entertainment

Analysis: The above graph shows that 40% of people visit garment outlet in a mall
other than that of big bazaar. 20% of people also prefer to visit food court in a mall other 45

than big bazaar. 15% of the people go to footwear outlet in a mall other than big bazaar. 10% of people also go to mall for entertainment purpose. Some people that are 15% each also visit gift corner store and jewellery & watches store in a mall other than big bazaar.

Interpretation:

From this analysis I come to know that most of the people tend to

visit garment outlets in a mall other than big bazaar as it has some exclusive branded outlets. People also go for footwear stores as malls have branded footwear stores in it. People go for watching movies to mall for entertainment. Yet a few people visits gift corners and jewellery stores in a mall. This is of course a threat for big bazaar that it is not able to attract customers from other retail outlets and retain them with it. Big bazaar should definitely include more of branded products in its product category in order to bring in the customers of mall to it and retain them with it. It can include some of the exclusive branded outlets of cloths and jewellery in it in order to attract the brand choosy customers.

Products mostly purchased by customers in big bazaar

Clothes Grocery Food Item Leather Item Electronic Item Gift Item Any other Item 60% 70% 50% 25% 15% 10% 10%

46

Any other Item Gift Item Electronic Item Leather Item Food Item Grocery Clothes 0% 20% 40% 60% 80% Series1

Analysis:

This chart clearly indicates that the demand for grocery that is 70% is

highest by the customers followed by clothes rated 60%. The next highest demand is for food items that is 50%. 25% demand is for leather items in big bazaar. Electronic items holds 15% of demand and gift items and other items has a demand of only 10% by the customers of big bazaar.

Interpretation: From this analysis I interpret that customers demand are high for
grocery and clothes followed by food items in big bazaar. Electronic items have a little

47

demand by the customers. Gift items and other items are not much in demand by the customers. I can interpret that clothes, grocery and food items are the major products which hold maximum number of customers. So big bazaar should maintain its low pricing and product quality to keep hold of the customers and also it should keep more qualitative products of gift and leather items so that people would go for more purchase of these items from it. Big bazaar has many local branded products of grocery and cloths and it is successfully selling it. It should also include branded products so that more sales can take place.

Expenditure pattern of customers coming in to big bazaar

Below 500

11%

48

500-1000 1000-1500 1500-2000 More than 2000

16% 22% 22% 29%

EXPENDITURE PATTERN

11% 29% 16% Below 500 500-1000 1000-1500 1500-2000 More than 2000 22% 22%

Analysis: We can clearly see from this graph that majority of the customers spend a
lot in big bazaar that is 29% of people spend more than Rs2000 in a single visit to big bazaar. Equal number of people that is 22% of people each spend Rs 1000-1500 and Rs 1500-2000 respectively in a visit to big bazaar.16% of people spend Rs 500-1000 and only 11% of customers are there who spends less than Rs500 in their visit to big bazaar.

49

Interpretation: From this I interpret that most of the customers purchase goods in
bulk which leads them to spend a lot. Volume sales are high in big bazaar. Customers tend to purchase more goods from big bazaar as it provides goods at a discounted rate. Probably those persons who spend more in a visit to big bazaar are purchasing on a monthly basis. Those customers who are spending very less money that is below Rs 500 are mostly coming in just to move around big bazaar and spend time. In the process they used to spend money on food items and also purchase some products while roaming in it. Impulse buying behavior of customers comes in to play to a large extent. More discounts shall be provided to people who does bulk purchase. This will encourage people to purchase more products.

Time spent by customers in shopping in big bazaar

50

Less than half an hour Half an hour to 1 hour 1 hour to 1 1/2 hours 1 1/2 hours to 2 hours More than 2 hours

10% 30% 50% 40% 20%

More than 2 hours

1 1/2 hours to 2 hours 1 hour to 1 1/2 hours

Series1

Half an hour to 1 hour

Less than half an hour 0% 20% 40% 60%

Analysis: People spend a lot of time in shopping in big bazaar. Majority of the
respondents said that they spend at least 1 hour to 1 hours in big bazaar. 40% respondents also said that they spend 1 hours to 2 hours in their visit to big bazaar. Only 10% of people said that they spend very little time that is less than half an hour in big bazaar.

Interpretation: As per the given data I interpret that customers are very product
choosy now a days and thats why they spend a lot of time in shopping in big bazaar. Probably customers might even be spending more time in big bazaar as it provides a very

51

nice ambience and atmosphere for the people to shop in. Hence those persons who spend half an hour or less than half an hour in big bazaar are those persons who just come to purchase limited products and come only because of low pricing of products. People also spend much time in it but purchase very few goods. The sales personnel should focus on the people who take long time in shopping and purchases a lot and provide special kind of service to them as they are the major customers.

Comparison of footfalls in weekdays and weekends

Weeks days Weekends 40% 60%

52

FOOTFALLS

40% Weeks days Weekends 60%

Analysis: The above graph shows that more number of people comes to big bazaar in
weekends than that of week days .40% of people visits big bazaar in weekdays where as 60% of people visit big bazaar in weekends.

Interpretation: I can clearly interpret from this that most of the people tend to visit
big bazaar in weekends rather than that of week days. There are more footfalls in big bazaar in weekends than that of week days. Though there is not much difference as 40% of people visit big bazaar in week days hence in weekends the footfall increases by 10%. As people come more in weekends, so big bazaar should keep it open for more time in

53

weekends. The infrastructure can be changed a bit in weekends so that customers can see more products clearly and can move around comfortably. In order to bring in more number of customers in week days big bazaar should provide some schemes in week days which will encourage people to come in to it in week days also. Hence the crowd is more in weekends and big bazaar should avail more parking spaces for its customers in weekends. It can make some temporary arrangement for parking every weekend. It should not spend much money in advertising and displaying of products in weekdays rather it should advertise and display products more in weekends as more number of people comes in weekends.

Customers preference of timing to visit big bazaar

10 A.M. - 6 P.M. 6 P.M. -10P.M. 42% 58%

54

TIME PREFERENCE

42% 58%

10 A.M. - 6 P.M. 6 P.M. -10P.M.

Analysis: The above pie chart shows that most of the people prefer to visit big bazaar
in evening time than that of the daytime. Only 42% of people tend to visit big bazaar during daytime while 58% of people tend to visit big bazaar during evening time.

55

Interpretation: From the above analysis I interpret that evening time is the peak
time for big bazaar and daytime is the off peak time for big bazaar. There is more number of people found in big bazaar during evening time than that of daytime. Probably more of products are being sold during evening time in big bazaar than that of daytime. Big bazaar shall provide some special offerings during daytime so that more people should come in during daytime. It could offer some special kind of product in daytime, which will be not available during evening time. In this way it will bring in more number of people during day time for getting the special kind of products but along with that it will be able to sale other products as people do a lot of impulse buying at big bazaar.

Comparison of customers purchasing with planned list of products and purchasing products on an unplanned basis

Yes
56

80%

No

20%

PLANNED AND UNPLANNED BUYERS

20%

Yes No

80%

Analysis:

As shown in the graph out of my total respondents of 200, 80% of

customers come to big bazaar with a planned list of products. Only 20% of people come in to big bazaar without any planned list of products to be purchased from big bazaar.

57

Interpretation:

As per the data obtained from the customers of big bazaar I

interpret that most of the customers comes in to big bazaar with a planned list of products. Few customers come to big bazaar without any planned list of products and purchases products depending on their selection. These people basically come to the mall and hence get in to big bazaar. Depending on the product category and brand and quality of products they purchases goods. Some couples come to mall and go to food bazaar to have food together and to have chit chat among them. The customer who comes with a planned list of products purchases more products than that of the customers who comes without any planned list of products. So big bazaar should provide more variety and essential goods so that more number of people should come in with a planned list of products.

58

Brand preference of customers in big bazaar

Yes No Depends on category

10% 50% 40%

BRAND PREFERENCE

10% 40%

Yes No 50% Depends on category

Analysis: As seen in the above chart it is clearly known that only 10% of people
come in to big bazaar with a list of brands in advance. 50% of people completely deny that they dont prepare in list of brand in advance. 40% of people told that they prepare a list of brand depending on the product category.

59

Interpretation: From this I interpret that customers dont opt for much brand
preference while purchasing products in big bazaar. A few customers search for brands but depending on the product category. Customers probably dont decide for brands on products as there are not much of known branded products available at big bazaar. On product categories like grocery and clothes, big bazaar has many local branded products. Customers purchase a lot of these, as its cheap in price even though its quality is not so good. As most of the customers belong to lower class and middle class people, they purchase those local branded products as it gives them value for money. Different products of the same category have different prices. Quality of products varies with the price. This enables customization of products for various types of customers. Customers search for brands mostly in apparel section. Some customers also pre decides the brand on the local manufactured grocery and food products of big bazaar. Big bazaar should include more of the branded products in its each category so that customers have more options to choose among the brands. This will bring in more number of people to big bazaar, which will definitely increase the sales.

Comparison of brand preference on different product category

60

Cloths Grocery Gift Items Electronic Items Leather Items Any Other Item

40% 40% 33% 25% 2% 12%

45% 40% 35% 30% 25% 20% 15% 10% 5% 0%

Analysis: This graph shows that cloths and grocery are the only two items on which
customers mostly prefer the brands that is 40% each. 33% brand preference is on gift

61

th Le s at he E rI le te ct m ro ni c Ite m s G ro ce ry G i

C lo

items and 25% is on electronic items. Brand preference on leather items is 2% and 12% on any other item.

Interpretation: From this I interpret that some of the products brand are predecided
in advance and for some of the products customers dont at all predecide any brand. As per electronic goods are concerned customers predecide the brand as many branded electronic products are available in big bazaar. The customers predecides brands on cloths and grocery most as big bazaar produces much of local brands and also have some well known branded products of clothes with it like flying machine jeans.

Mode of payment of customers in big bazaar

62

Cash Payment Credit Card Debit Card

73% 21% 6%

MODE OF PAYMENT

6% 21% Cash Payment Credit Card Debit Card 73%

Analysis: As per my study is concerned, out of the total respondents 73% of people
make cash payment in big bazaar. 21% of them uses credit card as their mode of payment and 6% of the people makes payment in big bazaar through their debit card.

63

Interpretation: As per the obtained data I interpret that maximum number of

people makes cash payment in big bazaar. A fraction of people uses their credit card for payment in big bazaar and a very few people uses their debit card for payment. I can interpret that quick exchange of money for goods is done in big bazaar as most of the people mode of payment is cash payment. Hence some times big bazaar has to wait for a short time period as some of the customers make their payment through credit and debit card.

Customers mode of transport to big bazaar

Hired Vehicle Two-wheeler

64

10% 40%

Four-wheeler Any Other

MODE OF TRANSPORT

50% 0%

0%

10%

Hired Vechle 50% 40% Two-wheeler Four-wheeler Any Other

Analysis: Around 50% of the total respondent of 200 that is 100 people comes in to
big bazaar with their own four wheelers. The second majority of people consist of people riding two wheeler and coming in to big bazaar. Only 10% of people of the total

65

respondent visits big bazaar on hired vehicles. None of the customers of the total respondent comes in any other mode of transport.

Interpretation: From the above data I interpret that there are more number of four
wheelers coming found in big bazaar than that of two wheelers. People prefer more to go to big bazaar in four wheelers than that of two wheelers. A few people are found who comes in to big bazaar with a hire vehicle. Probably they might be the tourists.

Parking space availability in big bazaar

66

Less than adequate Adequate More than adequate

45% 45% 10%

AVAILABILITY OF PARKING SPACE

10% Less than adequate 45% Adequate More than adequate

45%

Analysis: As it is shown in pie chart most of the people say big bazaar does not
provide adequate parking space. Equal number of people also says that adequate space is

67

provided for parking big bazaar. Only 10% of people say that more than adequate space is available for parking in big bazaar.

Interpretation: Analyzing the above data, I interpret that customers are not
satisfied with the parking space availability provided by big bazaar. Hence its a threat for big bazaar as it may loose its customers because of less parking space availability. Even though many customers say adequate space is available for parking in big bazaar but also it is a threat for big bazaar as it is seen more number of people are expected to come in to big bazaar. In holidays probably it will be very difficult for customers to park their vehicle in big bazaar.

Customers preference towards Kirana store

68

Yes No

85% 15%

PREFERENCE TOWARDS KIRANA STORE

15%

Yes No

85%

Analysis: Out of my total respondent of 200 customers, 85% of them says they go to
their near by kirana store and 15% said that they dont at all go to any kirana store. This

69

shows that majority of people go to kirana store even though they visit big bazaar. But some customers are there who never goes to any kirana store.

Interpretation: As per the given data I analyze that most number of people tend to
purchase goods from near by kirana store even if they come to big bazaar. I can conclude from this that a kirana store is a competitor of big bazaar. Some customers never go for shopping in kirana store as of it does not have much variety option available with it. Probably they are more interested in having a shopping experience rather than to just go and purchase goods from kirana store.

Comparison of Big bazaar with any Kirana store

Price Service Variety Quality Convenience Shopping Experience Ambience

70

Big bazaar Kirana store

70 30

50 50

100 0

40 60

25 75

90 10

95 5

120 100 80 60 40 20 0 70 50 30 0 100 75 60 40 25 10 5 90 95 Big bazaar Kirana store

Analysis: The above graph shows the comparison of different factors between big
bazaar and a nearby kirana store. 70% of people say big bazaar provides goods at a

er vi c V e ar ie ty Q S ho Co ua pp nv lity en in g Ex ien pe ce r ie A nc m e bi en ce

ric e

71

cheaper price as compared to that of a kirana store. 50% of people say big bazaar provides better service and another 50% of them say kirana store provides better service. Each and every customer that is 100% agrees that there are more variety of products available at big bazaar than that of kirana store. As per quality of goods is concerned 60% of the customer say kirana store provides better qualitative products while 40% of the customers say big bazaar also provides qualitative products. 75% people say it is more convenient for them to go to a kirana store while 25% of them say going to big bazaar is more convenient for them. 90% of respondents said it is a good shopping experience at big bazaar while 105 of them said that they also have a good shopping experience at kirana store. As per ambienc e is concerned 95% of customers said big bazaar provides much nice ambience than big bazaar while 5% of them said that ambience provided by kirana store is also equivalent to that of big bazaar.

Interpretation: I interpreted from this that a kirana store is one of the competitor of big bazaar. It is a threat for big bazaar as some of the attributes of a kirana store provides more satisfaction to customers. Big bazaar should try to improve on each of its attributes and out compete the kirana store so that it can convert the customers of kirana store to be the customers of big bazaar.

72

73

SWOT ANALYSIS

74

SWOT Analysis of Big bazaar

A swot analysis is done to know the strengths, weaknesses, opportunities and threats of any company. This analysis will explain about the strengths, weaknesses, opportunities and threats of big bazaar.

Strengths of Big bazaar

Large variety option Cheap price Huge customer Base Volume sales

Weaknesses of Big bazaar

Lacks in branded products Low in product quality Unable to provide enough parking space to its customers

Threats for Big bazaar

Opening up of other discounted stores like Vishal mega mart Convenience of customers to near by kirana stores Availability of products in other retail outlets

75

Opportunities for Big bazaar

To open up more and more number of big bazaars in different cities of the country. To grab the rural market To bring in the customers of other retail outlet by dealing with branded products. Add more products to its product category

76

Suggestion

77

Suggestions

Big bazaar should provide large parking space for its customers so that they can easily park their vehicles.

Big bazaar should include more of branded products its product category so as to attract the brand choosy people to come in to big bazaar.

It should make different cash counters for different customers. Cash counter and credit card payment counter should be placed differently in order to reduce the rush and save the customers time. This will be a kind of motivator for the customers of big bazaar.

The service of the sales person is needed to be improved. Personal care should be taken by the sales person for the customers so that the customers feel good.

During the off peak hours big bazaar should provide some offers to its customers so that people would be encouraged to come to big bazaar during off peak hours. The customers who are present in the mall during the off peak hours of big bazaar will definitely go in to big bazaar if surprise offers are made at that time.

78

Customer care department is needed to take proper care of customer complaints and queries. The person sitting at the help desk of big bazaar should be able to provide all necessary information to the customers whenever it is required.

The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to big bazaar during those days.

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

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Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items, chocolates and many more. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. It holds a large customer base and it seemed from the study that the customers are quite satisfied with big bazaar. As of now there are 34 big bazaars in different cities of India, it seems that there is a vast growth of big bazaar lying as customers demand is increasing for big bazaars.

Big bazaar is a hypermarket store where varieties of products are being sold on different product category. It has emerged as a hub of shopping specially for middle class people. Different types of products starting from a baby food to pizzas all are available under one roof. In Delhi it is the middle class people who mostly do marketing from big bazaar. Even most of the people do their monthly shopping from big bazaar. People not only visit big bazaar to do shopping but also visit for outing purpose as it provides a very nice ambience to its customers. As people go to malls they just tend to move around big bazaar whether it is for shopping purpose or for outing purpose. Grocery, apparels and food items are the products which are demanded most by the customers of Delhi in big bazaar. The major drawback of big bazaar is that it lacks in providing enough parking space for its customers. This may discourage the customers to come to big bazaar and shop as they face difficulty in parking their vehicles. Even though some customers say that they dont feel problem in parking their vehicle, it is because of

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the parking space available to them by the mall. As it is surveyed it seems that the biggest competitors of big bazaar are the kirana stores and the discounted specialty stores like Vishal mega mart, Delhi bazaar etc.

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Questionnaire
To Know The Impulsive Buying Behavior of Customer with special reference to Big Bazaar

Q.1-How frequently do you visit Big Bazaar? A. Weekly ( ) B. Monthly ( ) C. Quarterly ( ) D. Unplanned ( )

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Q.2-What is the purpose behind visiting Big Bazaar? A. Shopping ( ) B. Outing( ) C. Entertainment( ) D. Other ( )

Q.3-What amount you spend on every visit? A.100-1000( ) B.1000-2000( ) C.2000 and Above ( ) Q.4-Do you enjoy the loyalty programmes and discount offers? A. Yes () B. No () C. Does Not Matter ( )

Q.5-Do you feel that Big Bazaar provide value for money? A. Yes ( ) B. No ( ) Q.6-When you see a good deal, you buy more than you plan to buy? A.Yes ( ) B.No( ) C. Cant Say ( )

Q.7 -Rate the factors which encourage you to shop in big bazaar. strongly agree neutral Dis Strongly agree agree dis agree Product Price Product Variety Product Quality Service Quality Convenience Special offers/discounts

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Q.8-Do you feel compelled when you see interesting window display? A. Yes ( ) B. No( ) C. Cant Say ( )

Q.9-What comes to your mind when you mean about to Big Bazaar? strongly agree neutral Dis Strongly agree agree dis agree Discount stores Branded store Quality shop Loyalty programmes Merchandise store(variety store ) Q.10-Do you find all the products you need? A. Yes () B. No C. Some times

Personal Information
NAME : GENDER i) Male OCCUPATION : i) Student iii) Employed

ii) Female

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ii)

Retired

iv) House Wife

FAMILYS MONTHLY INCOME i) ii) <2,00,000 2,00,000-3,00,000 iii) 3,00,000-4,00,000 iv) >4,00,000

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Bibliography

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BIBLIOGRAPHY
BOOKS-

KNOOTZO DONNEL Essentials of management concepts

PHILIP KOTLER Marketing Management

C .R. KOTHARI Research Methodology

WEBSITES www.bigbazaar.com www.google.com

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REFERENCE-

Big bazaar outlet in Mathura .(U.P)

MAGAZINE-

Business World

The Economic Times

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