FACTORS INFLUENCING PREFERENCES OF BIG ... Factors...consumers for their personal, family, or...

SAMZODHANA – “Journal of Management Research”

ISSN 2347 - 4270

Vol 6 Issue 1, April 2016

An International, Double-Blind Peer-Reviewed, Open-Access Journal

www.eecmbajournal.in 130

FACTORS INFLUENCING PREFERENCES OF BIG BAZAAR RETAIL CONSUMERS

IN CHENNAI

Dr. G. Kannan,

Assistant Professor, School of Management,

SRM University,

Ramapuram, Chennai - 89.

E-Mail: [email protected]

Dr. J. Vijayadurai

Associate Professor, Department of Business Administration,

Madurai Kamaraj University,

Palkalai Nagar, Madurai – 21.

E-Mail: [email protected]

Abstract

Retailing consists of those business activities involved in the sale of goods and services to

consumers for their personal, family, or household use. Indian retail industry is the largest

industry in India, with an employment of around 8% and contributing to over 10% of the

country's GDP. The study starts with reviewing the earlier works in this area and the objectives

of the study. The research methodology used is then delineated. The study is being conducted for

the Big Bazaar store in Express Avenue based in Chennai city, to find out the customer

preferences in choosing Big Bazaar. The sample size taken for the study at Big Bazaar is 80. The

data is gathered by distributing a questionnaire to the customers who visit big bazaar and

through personal interview. The data collected from the customers are copied to the worksheet

in the form of tally bars and analyzed using statistical tools. Inferences were drawn on a

marketing concept and conversation. Based on the marketing concepts, findings of the research

were driven and recommendations are made.

Key Words: Retail Marketing, Preferences, Promotional Offers, Big Bazaar, Marketing

mailto:[email protected]

mailto:[email protected]


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Introduction:

Organized retail is gaining tremendous importance in the recent times. On the other

hand, the retail industry is also facing severe competition and those who are able to retain

their customers are the ones that are able to succeed in the market place. The retail firms

are spending a lot of their marketing resources to keep existing customers rather than to

attract new ones. Customer satisfaction plays a key role in customer retention and also is a

major differentiating factor among retail stores. Delivering satisfaction to the consumers

has become one of the major drivers of profitability. In this scenario, the firms have to

work on what attracts consumers and what will make them not to shift their choice towards

competitors. Working out strategies in this direction requires a thorough understanding of

the preferences of the consumers on the attributes that are considered of much significance.

Indian retail industry is the largest industry in India, with an employment of

around 8% and contributing to over 10% of the country's GDP. Retail industry in India is

expected to rise 25% yearly being driven by strong income growth, changing lifestyles,

and favorable demographic patterns.

It is expected that by 2016 modern retail industry in India will be worth US$ 175-

200 billion. India retail industry is one of the fastest growing industries with revenue

expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. A

further increase of 7-8% is expected in the industry of retail in India by growth in

Consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has

further been predicted that the retailing industry in India will amount to US$ 21.5 billion

by 2010 from the current size of US$ 7.5 billion.

Shopping in India has witnessed a revolution with the change in the consumer

buying behaviour and the whole format of shopping also altering. Industry of retail in

India which has become modern can be seen from the fact that there are multi-

stored malls, huge shopping centers, and sprawling complexes which offer food,

shopping, and entertainment to all customers. In the Indian retailing industry, food is the

most dominating sector and is growing at a rate of 9% annually. The branded food industry

is trying to enter the India retail Industry and convert Indian consumers to branded food.


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Since at present 60% of the Indian grocery basket consists of non-branded items.

Indian retail industry is progressing well and for this to continue, retailers as

well as the Indian government will have to make a combined effort. Indian retailing

industry has seen phenomenal growth in the last five years. Organized retailing has

finally emerged from the shadows of unorganized retailing and is contributing

significantly to the growth of Indian retail sector. The “India Retail Sector Analysis

report helps clients to analyze opportunities and factors critical to the success of retail

industry in India. Indian retail industry is going through a transition phase. Most of the

retailing in our country is still in the unorganized sector. The spread out of the retails in

US and India shows a wide gap between the two countries. Though retailing in India is

undergoing an exponential growth, the road ahead is full of challenges the untapped scope

of retailing has attracted superstars like WAL-MART into India, leaving behind the

kiranas that served us for years. Such companies are basically IT based. The other

important participants in the Indian retail sector are BATA, BIG BAZAAR, CAFÉ

COFFE DAY, KHADIM’S, CROSSWORD, MORE, STARBAZAAR, RELIANCE

FRESH, SPENCER, GOPALAN MALL to name a few.

This study focuses on analyzing the consumers’ preferences of the specific

attributes of retail store. The study starts with reviewing the earlier works in this area,

the objectives of the study and the research methodology used is then delineated. The

study is being conducted for the Big Bazaar store in Express Avenue based in Chennai

city, to find out the customer preferences in choosing Big Bazaar. It is required to find

out the preferences based on certain aspects (price, Income, levels selection of products

satisfaction level of customers).

Review of Related Literature

Several past studies revealed the difference of shopping in the traditional shopping

channel and online shopping channels.

Lusch and Lusch (1987), suggest that in the traditional shopping environment, there are

four unique characteristics of services which differentiate services from goods. These


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characteristics are generally summarized as intangibility, inseparability, heterogeneity and

perishability.

Jahng, Jain and Ramamurthy (2000), consumers may have different perceptions of

the differences between goods and services in the Ecommerce environment, compared

with the situation in the traditional shopping environment.

In the traditional shopping environment, services are intangible (Berkowitz et al. 1997;

Kotler and Armstrong , (2001; Kotler et al., 1999; Lusch and Lusch, 1987), They cannot be

seen, held, touched, felt, heard, tasted or smelled before they are bought (Berkowitz et al,

1997; Kotler and Armstrong, 2001; Kotler et al, 1999).

In the traditional shopping environment, services are highly variable in quality as they

depend on who provides them as well as when, where and how they are provided (Kotler et

al., 1999; Kotler and Armstrong, 2001). The quality of services in the traditional shopping

environment is perceived to be inconsistent while the quality of goods, regardless of good or bad,

is perceived to be consistent (Berkowitz et al, 1997).

Sheth (1983) also suggested that the consumers have two types of motives while

shopping, which are functional and non-functional. The functional motives are mostly about the

time, shopping place and consumer‘s needs, which could be like one-stop shopping to save time,

the environmental of shopping place such as free parking place, lower cost of products and

available to choose from widely range of products. The non-functional motives are more related

with culture or social values, such as the brand name of the store.

Mehta & Sivadas, (1995) reported that the consumers’ willingness to and preference for

adopting the Internet as his or her shopping medium was also positively related to income,

household size, and innovativeness.

Singh and Dalal (1999) in the study titled ‘Web Home pages as advertisement’, has

concluded that: Visitors to a Web site can be classified into two broad categories, low-

involvement hedonistic surfers and high-involvement utilitarian searchers - henceforth, surfers

and searchers, respectively. Surfers are fun-seekers and explorers who desire entertainment and

stimulation; they are likely to land at a website, linger for a brief period and then take off for


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another more attractive site in their path. In contrast, searchers are goal-oriented, looking for

specific information, and are likely to spend more time at their preferred sites.

Changchit & Vokurka, (2003) in their study on understanding customer satisfaction

factors can increase the probability of attracting new customers and/or retaining existing

customers. A study reported that customers expressed that "customer service" was a key factor in

their decision to shop at a store or revisit the website.

Need of the Project:

Now-a-day’s retail stores a r e facing more competition in retailing business.

Good store design increases the number of customer visits to the store and increases the

store goodwill. Price also plays a major role in customer preference and selection of

the store. And as industry research has shown, there is much need to know the

customer expectations, customer preferences and their store choices (features) and we

will find out solutions for designing effective store which will be getting more

customers and getting more profits.

Scope of the Study:

The research is applicable in the area of customer decision making process

for purchasing of products at Big Bazaar. The scope of research also helps in

understanding the preferences of the customers. It would help Big Bazaar in designing

their marketing promoting sales.

Problem Definition:

The study is being conducted for the Big Bazaar store in Express Avenue based

in Chennai city, to find out the customer preferences in choosing Big Bazaar. It is

required to find out the preferences based on certain aspects (price, Income, levels

selection of products satisfaction level of customers).

Objectives of the Study:


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1. To study the customer preferences in choosing Big Bazaar.

2. To analyse the impact of promotional offer in influencing the customer

preference of Big Bazaar.

Research Design:

This research is completely based on the description of the factors that lead to

the customer decision-making process. It is basically valued on the various parameters

which include personal details of customers, their income–level, and satisfaction level.

Here, the need is to find which factors that describe the customer decision making process

effectively.

Sample Design: To obtain the representative sample, a non-probability sample can be

drawn. In this study the method of selecting samples is random. The sample size taken for

the study at big bazaar is 80. To obtain the representative sample, a non-probability

sample can be drawn. In this study, the method of selecting samples is random.

Sources of data collection: The sources of data include both primary and secondary data.

Primary data is collected by distributing a questionnaire to the customers who visit big

bazaar and through personal interview. Secondary data includes books, journals,

magazines, newsletters of the big bazaar, and internet.

Tools for Analysis & Techniques: The data collected from the respondents are

transcript to the worksheet in the form of tally bars and analyzed by statistical tools by

drawing tables and graphs, inferences were drawn on a marketing concept and

conversation. Based on the marketing concepts findings of the research were driven and

recommendations are made.

Limitations of the Study: It is not possible for any market study to make it accurate due

to many hurdles in the collection and computation of data. Findings of the study are based

on the assumption that respondents have disclosed in the questionnaire. Time was a major

constraint. The sample was limited to only customers who have made a purchase at big

bazaar.


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Data Analysis and Interpretation

The data has been analysed and presented in the table below.

Table 1: Distribution of Respondents According to Demographic Variables

Demographic Variables Respondents Percentage

Gender Male

51

63.75

Female

29

36.25

Total

80

100

Age

Under-25

28

35

25-35

22

27.5

35-45

24

30

45 & Above

6

7.5

Total

80

100

Marital Status

Single

28

35

Married

52

65

Total

80

100

Income Below 25,000

10 12.5

25000-35000

12

15

35000-45000

48

60

45000 & above

10 12.5

Total 80 100

Source: Primary data

Above table shows that 63.75 percentages of the customers are male and 36.25

percentages of the respondent are female. 35 percentages of the respondents fall under the age

group of below 25, 30 percentages respondent fall under age group of 25-35, 27.5 percentages of

the respondent fall under the age group of 25-35 years of age, 7.5 percentages of the

respondent are 45 years or above years of age group. 65 percentages of the respondents are

married and 35 percentages of the respondents are single. Above table shows that 60 percentages


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of the respondent fall under the income group between Rs.35,000 – Rs. 45,000, Rs. 15

percentages of the customers fall under the income group between Rs. 25,000 - 35,000, 12.5

percentages of respondent fall under income group of Rs. 20000 - 40000 and Rs. 45,000 and

above.

Table 2: Frequency of Customer Visits

Frequency of Customer Visit

No. of Respondents

Percentage

Once in Week

16

20

Once in 15 Days

15

18.75

Once in a Month 47 58.75

Once In 2-3 Months 2

2.5

Total 80 100


The above table shows that 58.75 percentages of the customers visit o n c e i n a

m o n t h , 20 percentages of the customers visit once in a week , 18.75 percentages of the

customers visit once 15 days , 2.5 percentages of the customers visit once in 2-3 months.

Table 3: Product Frequently Purchased at Big-Bazaar

Products

No. of Respondents

Percentage

Electronics

12

15

Home-Items

9

11.25

Accessories

3

3.75

Clothes

30

37.5

Foodbazaar 26 36.5

Total 80 100


Above table shows that 37.5 percentages of the customers are purchasing Clothes at

fashion bazaar, 32.5 percentages of the customers purchased food bazaar items, 15


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percentages of the customers purchased electronic teems. 11.25 percentages of the customers

purchased home products. 3.75 percentages of the customers are purchased accessories.

Table 4: Source of Influence for Purchasing

Source of Influence

Respondents

Percentage

F.M. Radio

2

2.5

Television

10

12.5

News Paper

48

60

Friends / Others

20

25

Total

80

100


Above table shows that 60 percentages of the customers are buy products by source of

news-papers, 25 percentages of the customers are buy products by source (influence by) of friends

& family & others, 12.5 percentages of the customers are buy source of Television and 2.5

percentages of the customers are buy products by source of F.M. Radio source about Big-Bazaar.

Table 5: Reason to Purchase from Big Bazaar

Purchase Reason

Respondents

Percentage

Better-Quality

32

40

Low-Price

30

37.5

Variety of Products

12

15

Various Brands

6

7.5

Total

80

100


Above table shows that 40 percentage of consumers approach Big bazaar for better-

quality of product, 37.55 percentage of consumers approach Big bazaar due to low-price, 12.5

percentage of consumers purchases from Big bazaar for variety of products, 8 percentage of

consumers purchases from Big bazaar for availability of various brands.


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Table 6: Opinion Regarding Availability of Company Products at Big Bazaar

Availability of Company Products Respondents

Percentage

Yes

55

68.75

No

11

13.75

Not-Many

14

17.5

None

0

0

Total

80

100


Above table shows that 68.75 percentages customers are getting more products in one

category. 17.5 percentages of the customers are not getting too many company products in one

category and 13.75 percentages of customers are not getting more products in one category and

none of the customers can’t respond for none categories of products available in one product

category.

Table 7: Store Space in Big-Bazaar

Store Space

Respondents

Percentage

Small-Space

6

7.5

Free-Space

58

72.5

No-Free Space

13

16.25

Congested

3

3.75

Total

80

100


Above table shows that 72.5 percentages of the customers can freely moving around

in store for products, 16.25 percentages of customers cann ot freely moving around in store

for products,, 7.5 percentages of the customers can get small space in store for moving around

for products, 3.75 percentages respondents can get congested space in store for moving around


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for products.

Table 8: Representatives’ Interaction with Big Bazaar Customers

Representatives’ Interaction Respondents

Percentage

Effective

38

47.5

Not-Effective

30

37.5

Good

10

12.5

No-Interaction

2

2.5

Total

80

100


47.5 percentages of the customers getting effective interaction by store representatives,

37.5 percentages of the customers can’t get effective interaction by store representatives, 12.5

percentages of the customers can’t get good interaction by store representative, 2.5 percentages of

the customers cannot get interaction by store representative while selecting product.

Table 9: Reminding and Intimating About Offers & Prices

Offer Intimation

Respondents

Percentage

Yes / Clear Intimating

43

53.75

No Clarity Intimating

26

32.5

No Intimation At All

11

13.75

Total

80

100


Above table shows that the 53.75 percentages of the customers are getting clear

announcement from store about store discounts, prices. 32.5 percentages of the customers are not

getting clear announcement from store about store discounts, prices 13.75 percentages customers

are not getting any announcement from store about store discounts prices.

Table 10: Opinion towards Customer Service


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Customer Service Respondents

Percentage

Fast-Service

38

47.5

Slow-Service

28

35

Not-Sufficient Service

9

11.25

Not-Good Service

5

6.25

Total 80 100


Above table shows that we conclude that the 47.5 percentages of the customers are

getting fast customer-service from customer service department, 35 percentages of the

customers are getting slow-service from customer service department, 11.25 percentages of the

customers are getting not-sufficient service from customer service department, and 6.25

percentages of the customers are getting not-good service from customer service department.

Table 11: Opinion towards Discount Prices Offered in Store

Discount Prices Respondents

Percentage

Yes

69

86.25

No

11

13.75

Total

80

100


86.25 percentages of the customers respond store offering special discount prices and

13.75 percentages of the customers respond store did not offer special discount prices.

Table 12: Respondents Awareness Regarding Various Offers and Special Discounts

Offers and Special Discounts

Respondents

Percentage

Buy one get one free

30 37.5

50%, 40%, 60%, etc.

20

25

Buy one get two

10

12.5

-

-


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Get two for 900

8

10

Buy one get second one 60% on

price

6

7.5

Other offers & discounts

6

7.5

Total

80

100


The above table says that 37.5 percentages of customers were aware buy one get one

offer, 25 percentages of customers were aware 50%, 40%, 60% offer, 12.55 percentages of

customers were aware buy one get two offers and 10 percentages of customers were aware get

two900 (example) offer 7.5 percentages of customers were aware of buy one get second one 60

percentages of customers on price and other offers and discounts.

Table 13: Customers’ Opinion towards Long-time Waiting in Billing Section

Long-time Waiting in Billing Section Respondents

Percentage

Yes

69

86.25

No

11

13.75

Total

80

100


The above table shows that 86.25 percentages of the customers are waiting for

long time in billing section and 13.75 percentages of the customers are not waiting for

long time for long time at billing section at big bazaar.

Table 14: Responses about Food Court and Gaming Section


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Food Court and Gaming

Section

Respondents

Percentage

Yes

49

61.25

No

31

38.75

Total

80

100


61.25% of the customers want food & gaming section at store and 38.7% of the

customers don’t want food gaming section at Big-Bazaar.

Table 15: Opinion about Cause of Visiting

Cause of Visiting

Respondents

Percentage

Buying Interest

73

91.25

Product Interest

7

8.75

Information Seeking

0

0

General Interest

0

0

Total

80

100


The table shows that the 91.25 percent of the customers visit the retail stores for buying

interest, 8.75 per cent of the customers are gone to retail store for product interest and none of the

customers have gone to retail stores for information-seeking and general interest.

Table 16: Purchases at Store

Purchases at Store Respondents

Percentage

Yes

18

22.5

No

52

65

Not-First Time

9

11.25

More Than Two-Times

1

1.25

Total

80

100



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Above table shows that 63 percentages of the customers are not buy the products for first-

time visiting the store, 22.5 percentages of the customers are buying the products just by visiting

first-time the store, 11.25 percentages customers are not buying the products just buy visiting

first time the store and 1.25 percentages of customers are buying the products by more than

visiting two-times.

Table 17: Intentions to Re-enter Store

Intentions to Re-enter Store Respondents

Percentage

Product quality & availability

30

37.5

Customer service

9

11.25

Seasonal offers & discounts

18

22.5

Ambience

3

3.75

Low-prices

20

25

Total

80

100


The above table shows that 37.5 percent of the customers intention is to re-enter into the

store is product quality & availability, 25 percent customers intention is to re-enter into stores is

low prices, 22.5 percent customers intention is to re-enter in to store is seasonal offers &

discounts, 11.25 percent of the customers intention is to re-enter into the store is customer

service, and 3.75 percent of the customers intention is to re-enter into the store is ambiance.

Table 18: Product Quality In a store

Product Quality Respondents

Percentage

Good

73

91.25

Normal

7

8.75

Not-Good

0

0

Poor

0

0

Total

80

100



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91.25 percentages of the customers are respond Big-Bazaar maintain good quality,

quantity compare to other retail-store, 8.75 percentages of the customers are respond Big-Bazaar

maintain normal product quality, quantity compare to other retail stores and none of the

customers can’t respond for Big Bazaar maintaining poor and not good product quality, quantity

compare to other retail store.

Table 22: Satisfaction Level of Shopping

Satisfaction Level of Shopping Respondents

Percentage

Satisfied

17

21.25

Feel-Very Satisfied

63

78.75

Not-Satisfied

0

0

Total

80

100


The above table shows that 78.75 percentages of the customers are respond they can feel

Very-Satisfied after shopping at Big Bazaar. 21.25 percentages of the customers are respond they

can feel satisfied after shopping at Big Bazaar and none of the customers can’t respond they can

feel not-satisfied after shopping at Big-Bazaar.

Findings:

63.75 percentages of the customers are male and 36.25 percentages of the respondent are

female. 35 percentages of the respondents fall under the age group of below 25, 30 percentages

respondent fall under age group of 25-35, 27.5 percentages of the respondent fall under the

age group of 25-35 years of age, 7.5 percentages of the respondent are 45 years or above

years of age group. 65 percentages of the respondents are married and 35 percentages of

the respondents are single. 60 percentages of the respondent fall under the income group between

Rs.35,000 – Rs. 45,000, Rs. 15 percentages of the customers fall under the income group

between Rs. 25,000 - 35,000, 12.5 percentages of respondent fall under income group of Rs.

20000 - 40000 and Rs. 45,000 and above. 58.75 percentages of the customers visit o n c e i n

a m o n t h , 20 percentages of the customers visit once in a week , 18.75 percentages of the


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customers visit once 15 days , 2.5 percentages of the customers visit once in 2-3 months.

37.5 percentages of the customers are purchasing Clothes at fashion bazaar, 32.5

percentages of the customers purchased food bazaar items, 15 percentages of the

customers purchased electronic teems. 11.25 percentages of the customers purchased home

products. 3.75 percentages of the customers are purchased accessories. 60 percentages of the

customers are buy products by source of news-papers, 25 percentages of the customers are buy

products by source (influence by) of friends & family & others, 12.5 percentages of the customers

are buy source of Television and 2.5 percentages of the customers are buy products by source of

F.M. Radio source about Big-Bazaar. 40 percentages of consumers approach Big bazaar for

better-quality of product, 37.55 percentages of consumers approach Big bazaar due to low-price,

12.5 percentages of consumers purchases from Big bazaar for variety of products, 8 percentages

of consumers purchases from Big bazaar for availability of various brands. 68.75 percentages

customers are getting more products in one category. 17.5 percentages of the customers are not

getting too many company products in one category and 13.75 percentages of customers are not

getting more products in one category and none of the customers can’t respond for none

categories of products available in one product category. 72.5 percentages of the customers can

freely moving around in store for products, 16.25 percentages of customers cann ot freely

moving around in store for products,, 7.5 percentages of the customers can get small space

in store for moving around for products, 3.75 percentages respondents can get congested space

in store for moving around for products. 47.5 percentages of the customers getting effective

interaction by store representatives, 37.5 percentages of the customers can’t get effective

interaction by store representatives, 12.5 percentages of the customers can’t get good interaction

by store representative, 2.5 percentages of the customers cannot get interaction by store

representative while selecting product. 53.75 percentages of the customers are getting clear

announcement from store about store discounts, prices. 32.5 percentages of the customers are not

getting clear announcement from store about store discounts, prices 13.75 percentages customers

are not getting any announcement from store about store discounts prices. 47.5 percentages of

the customers are getting fast customer-service from customer service department, 35

percentages of the customers are getting slow-service from customer service department, 11.25

-

-


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percentages of the customers are getting not-sufficient service from customer service

department, and 6.25 percentages of the customers are getting not-good service from customer

service department. 86.25 percentages of the customers respond store offering special discount

prices and 13.75 percentages of the customers respond store did not offer special discount

prices. 37.5 percentages of customers were aware buy one get one offer, 25 percentages of

customers were aware 50%, 40%, 60% 0ffer, 12.55 percentages of customers were aware buy

one get two offers and 10 percentages of customers were aware get two900 (example) offer

7.5% customers were aware of buy one get second one 60% on price and other offers and

discounts. 61.25 percentages of the customers want food & gaming section at store and 38.7

percentages of the customers don’t want food gaming section at Big-Bazaar. 91.25 percentages

of the customers are went to retail stores for buying interest, 8.75 percentages of the customers

are gone to retail store for product interest and none of the customers are not gone to retail stores

for information-seeking and general interest. 63 percentages of the customers are not buy the

products for first-time visiting the store, 22.5 percentages of the customers are buying the

products just by visiting first-time the store, 11.25 percentages customers are not buying the

products just buy visiting first time the store and 1.25 percentages of customers are buying the

products by more than visiting two-times. 37.5 percentages of the customers intention is to re-

enter into the store is product quality & availability, 25 percentages customers intention is to re-

enter into stores is low prices, 22.5 percentages customers intention is to re-enter in to store is

seasonal offers & discounts, 11.25 percentages of the customers intention is to re-enter into the

store is customer service, and 3.75 percentages of the customers intention is to re-enter into the

store is Ambiance. 91.25 percentages of the customers are respond Big-Bazaar maintain good

quality, quantity compare to other retail-store, 8.75 percentages of the customers are respond

Big-Bazaar maintain normal product quality, quantity compare to other retail stores and none of

the customers can’t respond for Big Bazaar maintaining poor and not good product quality,

quantity compare to other retail store. 78.75 percentages of the customers are respond they can

feel Very-Satisfied after shopping at Big Bazaar. 21.25 percentages of the customers are respond

they can feel satisfied after shopping at Big Bazaar and none of the customers can’t respond they

can feel not-satisfied after shopping at Big-Bazaar.


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Suggestions

To attract more customers, big bazaar needs to offer more brands of products.

Advertising through television and F.M radio needs to be improved. Sign boards which show

restrooms and trail rooms should be visible to the customers, and also trial rooms are to be

increased. Increase the customer billing section transactions in store (for fast transactions).

Increase the food court and game’s section at big bazaar to increase the customer shopping

duration. Big bazaar can improve their customer satisfaction level, by providing better service

like home delivery etc.

References

A. Rangaswamy and G.H. Van Bruggen (2005); ―Opportunities and challenges in

multichannel marketing: An introduction to the special issue‖, Journal of Interactive

Marketing, 19(2), p.:5-11

1. Ahuja, M. K., Gupta, B., & Raman, P. (2003): An Empirical Investigation of Online

Consumer Purchasing Behavior [Electronic version]. Communications of the ACM, 46

(12ve), pp. 145-151. Retrieved 18 April 2005 fromhttp://portal.acm.org/cacm/ve1203. 97

2. Belch, G.E. & Belch, M.A. (2004), ―Advertising and promotion: an integrated

marketing communications perspective‖ New York: McGraw-Hill, 6th Edition.

3. Changchit C. and Vokurka R. (2003). "Factors Influencing the Shopping Behaviors,

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