Final Dissertation Report_manash Verma

8/13/2019 Final Dissertation Report_manash Verma

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Alliance University, School of Business Page 1

DISSERTATION ON

A STUDY ON CONSUMER BUYING BEHAVIOR AT BIG BAZAAR

Prepared by

MANASH VERMA

Registration No.

10SBCM0231

Under the Guidance of: Prof. Jacob Alexander

In partial fulfillment of the Dissertation Course in Semester IV of the Master of Business

Administration (Batch: July 2010-12)


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Master of Business Administration

Dissertation

DECLARATION

This is to declare that the Report entitled A Studyon Consumer buying behavior at Big

Bazaarhas been made for the partial fulfillment of the Dissertation Coursein Semester

IV (Batch: July 2010-12) by me under the guidance of Prof. Jacob Alexander.

I confirm that this Dissertation truly represents my work. This work is not a replication of

work done previously by any other person. I also confirm that the contents of the report

and the views contained therein have been discussed and deliberated with the Faculty

Guide.

Signature of the Student :

Name of the Student (in Capital Letters) : MANASH VERMA

Registration No. : 10SBCM0231


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Master of Business Administration

CERTIFICATE

This is to certify that Mr. Manash Vermawith Regn. No. 10SBCM0231has completed the

Dissertation entitled A Study on the Consumer buying behavior at Big Bazaarunder

my guidance for the partial fulfillment of the Dissertation Coursein Semester IV of the

Master of Business Administration (Batch: July 2010-12).

Signature of Faculty Guide:

Name of the Faculty Guide: PROF. JACOB ALEXANDER


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ACKNOWLEDGEMENT

I wish to express my sincere thanks to Prof. Jacob Alexander, my Faculty Guide, who has

been constantly guiding me although my project and helping me to collect various data. I

am extremely grateful to him for providing me valuable guidance and support for this

report and also provide me with the required support with his extra ordinary knowledge.

It has been an excellent and rewarding experience for me and has immensely increased

my knowledge and confidence. I am deeply indebted to, for his assistance and

encouragement right from the conception of the idea to the completion of the report. He

has always motivated me to put my best foot forward by setting high standards for me.

He has from time to time helped me with information, insights and constructive

feedback. I am thankful to all my friends and relatives who helped me to successfully

complete the research project on time. Lastly, I would like to thank Alliance University

for providing me an opportunity to gain experience through this Dissertation work.


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CONTENTS

EXECUTIVE SUMMARY ........................................................................................................ 8

1. INTRODUCTION

Introduction about the Study............................................................................. 10

Research motivation............................................................................................ 11

Retail Industry In India...................................................................................... 12

Big Bazaar : Overview........................................................................................ 17

2. LITERATURE REVIEW

Literature Review................................................................................................ 22

3. RESEARCH METHODOLOGY

Objectives of the Study..................................................................................... 28

Research Design................................................................................................. 28

Scope of the Study............................................................................................... 28

Sampling Technique........................................................................................... 29

Data Collection.................................................................................................... 30

Tools of Analysis................................................................................................. 30

Limitations of the Study.................................................................................... 31

4. DATA ANALYSIS

Plan of Data Analysis.......................................................................................... 33

Descriptive Analysis........................................................................................... 34

Factor Analysis.................................................................................................... 47

Cross Tabulation................................................................................................ 52

Chi-Square Analysis.......................................................................................... 55

5. FINDINGS OF THE STUDY

Findings of the Study.......................................................................................... 61


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6. RECOMMENDATIONS

Recommendations............................................................................................... 63

7. CONCLUSIONS

Conclusions......................................................................................................... 65

SCOPE FOR FURTHER RESEARCH ......................... .......................... ......................... ................... 66

REFERENCES ..................................................................................................................................... 67

ANNEXURE ........................................................................................................................................ 69


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LIST OF FIGURES

Figure 1: Gender Distribution.............................................................................................. 34

Figure 2: Age Group............................................................................................................... 35

Figure 3: Response for monthly income level.................................................................... 36

Figure 4: Response for awareness about Big Bazaar.......................................................... 37

Figure 5: Response for frequency of visits at Big Bazaar.................................................. 38

Figure 6: Response for category of products preferred by customers at Big Bazaar..... 39

Figure 7: Response for average spending in a visit at Big Bazaar.................................... 42

Figure 8: Response for average time spent at Big Bazaar.................................................. 43

Figure 9: Response on planned and unplanned buying behavior................................... 45

Figure 10: Response for preferred time to visit Big Bazaar............................................... 46

Figure 11: Response for offers to make the purchases...................................................... 50

Figure 12: Response about satisfaction of customers........................................................ 51

Figure 13: Response for level of satisfaction of both male and female........................... 53

Figure 14: Response for level of satisfaction of males....................................................... 53

Figure 15: Response for level of satisfaction of females................................................... 54


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EXECUTIVE SUMMARY

The market scenario is changing from time to time as so are the customers taste and

preferences. Todays customers are much more dependent on the organized retail stores

such as supermarkets and hypermarkets than to the unorganized stores to buy their

requirements. So, it is important to have an insight and better understanding of what the

customers buy, how they buy and when do they buy from these organized stores.

My research project aims at analyzing the buying behavior of the customers at big bazaar

store. The research has been done by me in order to have a better understanding and

insight into what the customers of big bazaar buy, why they buy and how do they buy,

what are the factors that influence the buying behavior and what is the satisfaction level

derived by the customers of big bazaar. To meet the objectives of the research I did a

quantitative research. Survey method was adopted in order to collect primary data for the

research purpose. A questionnaire based on the objectives of the study has been

prepared for the purpose of primary data collection. The questionnaire was administered

to the customers of big bazaar and the responses were recorded. The secondary data have

been collected from databases like ebsco and ScienceDirect.com and previously published

research articles have been reviewed. The primary data once collected was analyzed

using the statistical tools, graphs and pie charts. The results after the analysis shows that

the target segment of Big bazaar store are the middle income group customers. Most of

the customers who visit the store are price conscious. They mostly buy food products,

groceries and cosmetics item from the store. Price, offers, range of products are the main

factors that influence the customers to buy their requirements from the store. Most of the

customers are satisfied with the services provided at Big Bazaar store. Their satisfaction

level of the customers is average.


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CHAPTER -1

INTRODUCTION


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INTRODUCTION ABOUT THE STUDY

In the present world, there have been rapid innovations in the retail industry with

reference to their products, services and technologies used. Innovations are challenges for

companies but possibly the most challenging concept in marketing deals with

understanding why buyers do what they do or dont do. But such knowledge is critical

for marketers since having a strong understanding of buyer behavior will help shed light

on what is important to the customer and also suggest the important influences on

customer decision-making. Using this information, marketers can create marketing

programs that they believe will be of interest to customers. Understanding consumer

purchase behavior involves not only understanding how decisions are made but also

understanding the factors that influence purchases. The ever-increasing focus on the

customer will encourage all retailers to investigate the best way to foster and retain

customer loyalty.

My study is based on a survey done on customers of a hypermarket named Big Bazaar. It

is done to study the buying behavior of the customers in Big Bazaar . Big Bazaar is a new

type of market which came into existence in India since 1994. It is a type of market where

various kinds of products are available under one roof. The Survey done on the

customers of Big Bazaar will help me analyze the buying behavior pattern of customers in

Big Bazaar. It will help me determine the satisfaction level derived by the customers of

the retail store and will also help me analyze and determine the factors that are important

for the customers of Big Bazaar to make the purchases from the retail store. The study

includes the use of both primary data and secondary data to analyze the buying behavior.

The analysis includes the use of statistical tools , graphs and pie charts to meet the

objectives of the research study.


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RESEARCH MOTIVATION

As customers tastes 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 changing tastes and preference of customer 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 mark. New generation people are no moredependent on haat market and far off departmental stores. Today we can see a new era in

market with the opening up of many departmental stores, hyper market, 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.

Organized retailing provides an ideal shopping experience through consumer preference

analysis, excellent ambience and choice of merchandise. Changing lifestyles, strong

income growth and favorable demographics are the drivers for the fast growth of this

sector. Rising income level, education, acceptance of smart and credit cards and global

exposure have an impact on the Indian consumers shopping habits. Impact of factors like

availability of favourite brands, social status, buying behavior during discounts, influence

of family and friends over the store and brand choice, relationship between store and

store brand, and consumer perception towards store and national brands while shopping

from a store, have not yet been gauged much by marketers. Thus, this study is an

endeavor to understand and study consumer shopping behavior towards organized

retailer, Big Bazaar so as to have a better insight of consumers buying behavior.


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RETAIL INDUSTRY IN INDIA

The Indian retail industry is the fifth largest in the world. Comprising of organized and

unorganized sectors, India retail industry is one of the fastest growing industries in India,

especially over the last few years. Though initially, the retail industry in India was mostly

unorganized, however with the change of tastes and preferences of the consumers, the

industry is getting more popular these days and getting organized as well. With growing

market demand, the industry is expected to grow at a pace of 25-30% annually. The retail

industry in India is currently growing at a great pace and is expected to go up to US$ 833

billion by the year 2013. It is further expected to reach US$ 1.3 trillion by the year 2018 at

a CAGR of 10%. As the country has got a high growth rates, the consumer spending has

also gone up and is also expected to go up further in the future. In the last four year, the

consumer spending in India climbed up to 75%. As a result, the India retail industry is

expected to grow further in the future days.

Retailing in India is gradually inching its way toward becoming the next boom industry.

The whole concept of shopping has altered in terms of format and consumer buying

behavior, ushering in a revolution in shopping in India. Modern retail has entered India

as seen in sprawling shopping centers, multi-storied malls and huge complexes offer

shopping, entertainment and food all under one roof. The Indian retailing sector is at an

inflexion point where the growth of organized retailing and growth in the consumption

by the Indian population is going to take a higher growth trajectory. The Indian

population is witnessing a significant change in its demographics.

As the contemporary retail sector in India is reflected in sprawling shopping centers,

multiplex- malls and huge complexes offer shopping, entertainment and food all under

one roof, the concept of shopping has altered in terms of format and consumer buying

behavior, ushering in a revolution in shopping in India. This has also contributed to

large-scale investments in the real estate sector with major national and global players


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investing in developing the infrastructure and construction of the retailing business. The

trends that are driving the growth of the retail sector in India are

Low share of organized retailing

Falling real estate prices

Increase in disposable income and customer aspiration

Increase in expenditure for luxury items.

The Indian retail industry is divided into organized and unorganized sectors. The

organized sector retailing refers to the trading activities undertaken by the licensed

retailers. These includes the corporate backed hypermarkets and retail chains and also the

privately owned large retail businesses. The unorganized retailing on the other hand

refers to the traditional formats of low cost retailing, for example , the local kirana shops,

owner manned general stores, paan/beedi shops, convenience stores, hand cart and

pavement vendors, etc.

Another credible factor in the prospects of the retail sector in India is the increase in the

young working population. In India, hefty pay packets, nuclear families in urban areas,

along with increasing working-women population and emerging opportunities in the

services sector. These key factors have been the growth drivers of the organized retail

sector in India which now boast of retailing almost all the preferences of life - Apparel &

Accessories, Appliances, Electronics, Cosmetics and Toiletries, Home & Office Products,

Travel and Leisure and many more. With this the retail sector in India is witnessing

rejuvenation as traditional markets make way for new formats such as departmentalstores, hypermarkets, supermarkets and specialty stores.


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MAJOR RETAILERS IN INDIA

1. Pantaloon Retail:

It is headquartered in Mumbai with 450 stores across the country employing more than

18,000 people. It can boast of launching the first hypermarket Big Bazaar in India in 2001.

An all-India retail space of 5 million sq. ft. which is expected to reach 30 mn by 2010. It is

not only the largest retailer in India with a turnover of over Rs. 20 billion but is present

across most retail segments - Food & grocery (Big bazaar, Food bazaar), Home solutions

(Hometown, furniture bazaar, collection-i), consumer electronics (e-zone), shoes (shoe factory),

Books: music & gifts (Depot), Health & Beauty care services (Star, Sitaraand Healthvillage

in the pipeline), e-tailing (Futurbazaar.com), entertainment (Bowling co.)

One of their recent innovations include e-commerce hybrid format of small shops , the

area for these stores will be 150 sq. ft. fitted with 40 digital screens. Customers will be

encouraged to browse through the entire range of products on digital screen. They will be

able to place the order, the delivery of which will be arranged by the shop to their homes

within a few hours.

2. K Raheja Group

They forayed into retail with Shoppers Stop, Indias first departmental store in 2001. It is

the only retailer from India to become a member of the prestigious Intercontinental

Group of Departmental Stores (IGDS). They have signed a 50:50 joint venture with the

Nuance Group for Airport Retailing. Shoppers Stop has 7, 52, 00 sq ft of retail space with

a turnover of Rs 6.75 billion. The first Hypercity opened in Mumbai in 2006 with an area

of 1, 20,000 sq. ft. clocking gross sales of Rs. 1 bn in its first year.


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Crossword brand of book stores, Homes stop a store for home solutions, Mothercare a

concept stocking merchandise related to childcare are also owned by them. Recently,

Rahejas have signed an MoU with the Home Retail Group of UK to enter into a franchise

arrangement for the Argos formats of catalogue & internet retailing.

3. Tata group:

Established in 1998, Trent - one of the subsidiaries of Tata Group - operates Westside, a

lifestyle retail chain and Star India Bazaar - a hypermarket with a large assortment of

products at the lowest prices. In 2005, it acquired Landmark, India's largest book and

music retailer. Trent has more than 4 lakh sq. ft. space across the country. Westside

registered a turnover of Rs 3.58 mn in 2006. Tatas has also formed a subsidiary named

Infiniti retail which consists of Croma, a consumer electronics chain. It is a 15000-17000

sq. ft. format with 8 stores as of September 2007.

Another subsidiary, Titan Industries, owns brands like Titan, the watch of India has

200 exclusive outlets the country and Tanishq, the jewellery brand, has 87 exclusive

outlets. Their combined turnover is Rs 6.55 billion.

4. RPG group:

One of the first entrants into organised food & grocery retail with Foodworld stores in

1996 and then formed an alliance with Dairy farm International and launched health &

glow (pharmacy & beauty care) outlets. Now the alliance has dissolved and RPG has

Spencers Hyper, Super, Daily and Express formats and Music World stores across the

country.

RPG has 6 lakh sq. ft. of retail space and has registered a turnover of Rs 4.5 billion in 2010.


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5. Landmark group:

Were launched in 1998 in India. Lifestyle is spread across six cities, covering 4.6 lakh sq.

ft. with a turnover of Rs 3.5 billion in 2007. A new division named Lifestyle International

has emerged for their international brands business comprising Bossino, Kappa and

Springfield in their portfolio. Their retail mix includes Home solutions (Home centre),

fashion (lifestyle, landmark International), value retailing (max retail), hypermarkets &

supermarkets (Max), kids entertainment (Funcity). They plan to invest Rs. 300 crores in

the next two years to expand on Max chain, and Rs 100 crores on Citymax 3 star hotel

chain.

6. AV Birla GroupThey have a strong presence in apparel retailing through Madura garments which is

subsidiary of Aditya Birla Nuvo Ltd. They own brands like Louis Phillipe, Van Heusen,

Allen Solly, Peter England, Trouser town.

7. Reliance

Indias most ambitious retail plans are by reliance, with investments to the tune of Rs.

30,000 cr ($ 6.67 bn) to set up multiple formats with expected sales of Rs 90,000 crores ($20

bn) by 2009-10. There are already more than 300 Reliance Fresh stores and the first

Reliance Mart Hypermart has opened in Ahmedabad.

8. Piramal Group

In September 1999, Piramal Enterprises announced their arrival into retail with the launch

of three retail concepts: India's first true shopping mall of international standards, called

Crossroads; a lifestyle department store named Piramyd Megastore; and a family

entertainment centre known as Jammin. Piramyd Megastore and Jammin were anchor


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tenants for Crossroads (recently sold to Pantaloon for Rs 4 billion). In 2001, the group

entered the business of food & grocery retail with the launch of TruMart supermarkets in

Pune.

BIG BAZAAR: OVERVIEW

Big Bazaar, is the chain of retail stores of the big banner Pantaloon Retail(India) Ltd.,

which in turn is a segment of the Kishore Biyani, regulated Future Group of Companies.

Big Bazaar, a part of the Pantaloon Group, is a hypermarket offering a huge array of

goods of good quality for all at affordable prices. Big Bazaar with over 150 outlets in

different parts of India, is present in both the metro cities as well as in the small towns.

Big Bazar has no doubt made a big name in the retail industry of India, moreover

shopping here is further made a memorable experience with the varied rates of discounts

on products as well as discount vouchers available in a variety of amounts, like INR 2000,

INR 3000, INR 4000, INR 5000 and INR 10000 on all Big Bazaar products and accessories.

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

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

customers. At Big Bazaar, you will definitely get the best products at the best prices that

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

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

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

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

customers shopping experience.

The Variety of product range at Big Bazaar

This large format store comprise of almost everything required by people from different

income groups. It varies from clothing and accessories for all genders like men, women


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and children, playthings, stationary and toys, footwear, plastics, home utility products,

cosmetics, crockery, home textiles, luggage gift items, other novelties, and also food

products and grocery. The added advantage for the customers shopping in Big Bazaar is

that there are all time discounts and promotional offers going on in the Big Bazaar on its

salable products.

GROUP VISION, MISSION AND CORE VALUES

Group Vision

To deliver Everything, Everywhere, Every time to Every Indian Consumer in the most

profitable manner.

Group Mission

We share the vision and belief that our customers and stakeholders shall be

served only by creating and executing future scenarios in the consumption space

leading to economic development.

We will be the trendsetters in evolving delivery formats, creating retail

realty, making consumption affordable for all customer segments for classes and

for masses.

We shall infuse Indian brains with confused and renewed ambition.

We shall be efficient and cost- conscious and committed to quality in whatever we

do.

Core Values

Indian ness: confidence in ourselves.

Leadership: to be a leader, both in thought and business.

Respect & Humility: to respect every individual and be humble in our conduct.


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Introspection: leading to purposeful thinking.

Openness: to be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: to build long-term relationships.

Simplicity & Positivity: Simplicity and Positivity in our thought, business Action.

Adaptability: to be flexible and adaptable, to meet challenges.

Flow: to respect and understand the universal laws of nature.

SWOT ANALYSIS OF BIG BAZAAR

Strengths:

Highbrand equity enjoyed by Big Bazaar

State of the art infrastructure

A vast variety of stuff available under one roof

Everyday low prices, which attract customers

Maximum percent of footfalls converted in sales

Huge investment capacity

Biggest value retail chain in India

It offers a family shopping experience, where entire family can visit together.

Available facilities such as online booking and delivery of goods

Weakness:

Unable to meet store opening targets on time

Falling revenue per sq ft

General perception: Low price = Low quality

Overcrowded during offers
http://www.marketing91.com/brand-equity/http://www.marketing91.com/brand-equity/


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Long lines at billing counters which are time consuming

Limited only to value offering low price products. A number of branded products

are still missing from Big Bazaars line of products.

Opportunity:

A lot of scope in Indian organized retail as it stands at approximately 4%.

Increasing mall culture in India.

More people these days prefer to visit big stores where they can find large variety

one roof

Threat:

Competition from other value retail chains such as Shoprite, Reliance (Fresh and

trends), Hypercity and D mart.

Unorganized retail also appears to be a threat to Big Bazaars business. A large

population still prefers to visit local convenient stores for daily purchases

Changing Government policies

International players looking to foray India


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CHAPTER -2

LITERATURE REVIEW


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LITERATURE REVIEW

Though many studies have been done to understand consumer behavior but only a few

studies have been done to understand consumer buying behavior in organized retailing.

Farhangmehr, Marques and Silva (2001) after their study expressed hypermarket as a

symbol of modernization. They opined that it not only changed the traditional retailing

structure but also the consumption behavior of people. Their results showed that, for

consumers, the hypermarket is the preferred type of retail store, due to convenience (it

is more practical) and low prices.

Nicholls, Li, Kranendonk and Roslow (2002) in their study investigated changes in the

shopping behavior of todays mall patrons as opposed to those in the early 1990s.

Although not many differences were found between the demographics of the

respondents in the earlier and later periods, they discovered significant differences in

shopping patterns and purchase behaviors. Compared with the shoppers in the early

1990s, todays mall patrons tend to be more leisure driven, they have a greater concern

for merchandise selection, and they visit the mall less often but make more purchases

per visit. The findings also reveal that situational variables are more likely to have an

impact on shoppers purchase decisions today than they did before.

Choo, Jung and Pysarchik (2004) in their study noted that Indian consumers attitude

towards new products is changing significantly and this can increase their intention to

shop in new retail formats such as supermarkets / hypermarkets / malls. Thus,

product attributes such as quality, price and availability of new products are important

constructs within the Indian context. At least in theory, the closer a retail center is located

to where a consumer lives or works, the more convenient it should be for them to


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shop there. However, the vast body of outshopping research empirically shows that

consumers will not always visit their closest retail facility. In the process of seeking to

maximize value, consumers may visit a more distant center if it offers better

entertainment or convenience opportunities. In the context of the latter, out oftown

malls seek to compensate for their outlying location by offering consumers other forms of

convenience such as onestop shopping and easier access and parking.

Ailawadi and Keller (2004) stated in their research that location of a hypermarket / store

and the distance that a customer must travel to shop, there are the basic criteria in store

decisions. A convenient location is one of the most important attributes that puts a retail

store into the customersconsideration set. Once itsin the consideration set, other factors

like price, image, and service and product assortment determine whether a consumer will

actually shop at the store.

Lather and Kaur (2006) in their paper studied various malls and established the

relationship between the shoppersbehavior and various attributes / indicators of stores

in malls. They observed that most of the customers do not look at the pricing alone. They

are looking for a sense of belongingness, a brand of quality and innovation they can

trust. Small retailers no longer remain the primary source for the basic monthly shopping

basket. The consumer normally gets better prices, quality selection and convenience for

these purchases at organized retail chains and shopping malls. Their results also

suggested that if proper window displays and other proper methods of presentation of

merchandising are done, the retailers are able to attractmore shoppers. They established

that in the past few years, there has been a significant shift in India from

individual retail outlets, owned separately and managed distinctively, to

professionally managed retail stores. Their findings also supported the positive effect of


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location on store traffic and sales. They established that the most preferred retail outlets

are multibrand outlets and exclusive outlets. Every type of shopper wants to visit the

stores, while they may or may not buy but curiosity is there for visiting the malls. The

study also examined alternatives to discounts when negative quality inference was likely

to occur, and it was found that free gifts were effective in increasing sales and market

share. They suggested that for shoppers to have a good mall experience, the retailers

should focus on creating a pleasant shopping environment by using an optimum blend

of variables like temperature, air quality, lighting, scent, noise level and layout amongst

others.

Rajaguru and Matanda (2006) in their paper studied consumers perception of store

and product attributes and customer loyalty in Indian context. Store attributes are

assessed in the dimensions of store appearance, service quality and convenience of

store. Product attributes dimensions investigated include product quality, price and

availability of new products. In their study, customer loyalty was considered as repeated

purchasing behavior of consumer towards a store. The results suggested that except

product price, other store and product attributes have positive effects on customer

loyalty. Store attributes such as service quality and convenience of store and product

attributes such as product quality, price and availability of new products, show

significance towards customer loyalty.

Bhattacharjee (2009) highlighted the attraction points of shopping food and groceries

in hypermarkets. In his study he identified seven attraction points to visit a store and a

retail format: price, promotions, hangout place, product range, product mix, ease of travel

and parking comfort. He further said that the tolerance to commute is lowering. The

people are willing to go 4 km or even more for hypermarkets / shopping malls,


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while for small format modern stores not more than half a kilometer. Expectation for a

kirana store is less than 500 metres.

Johan Anselmsson (2006) did a study on sources of customer satisfaction withshopping malls, a comparative study of different customers segments, the 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 relationship 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 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.


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Rajagopal (2008) in his Study on point of sales promotions and buying stimulation in

retail stores analyses buying behavior 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.

Kuruvilla, Joshi and Shah (2009) explored the possibility that there are gendered

differences in mall shopping attitude and behavior. The study indicated that, overall,

women have a more positive attitude to mall shopping and that they purchase fashion

related categories more often than men. But men visit more often and spend more time

and money. While most men and women spend 24 hours on an average at the malls,

men reported spending more time and visiting more frequently. If the fact that mall

shopping is usually a family affair is taken into consideration, it could be that men

perceive themselves as spending more time. But this explanation seems improbable, as

both genders have not shown significant difference in their recreational approach to

shopping. Malls seem to be popular destinations to purchase clothes, footwear and

accessories for both men and women. Footwear and accessories also seem to be

popular purchases. But in all categories women report more frequent purchase. At the

same time, it is also reported that men spend more. One possible explanation can be that

men spend on merchandise other than fashion, but it is more likely that as the purse

bearersof the family, men do spend more than the women.


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CHAPTER -3

RESEARCH METHODOLOGY


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RESEARCH METHODOLOGY

Objectives of the study

The objectives of the study help the researcher to plan the ways and implement the same

to make the study a successful one. It helps us know about the purpose of doing or

carrying out the study. The objectives of the study are formulated and are based on the

title of the project. The objectives of the study are as follows

To analyze the buying behavior of the customers at Big Bazaar.

a.To analyze the factors that are important for customers to make buying decisions at

Big Bazaar.

b.To analyze the satisfaction level derived by the customers at Big Bazaar.

Research Design: Descriptive Research

Descriptive research is also called Statistical Research. The main goal of this type of

research is to describe the data and characteristics about what is being studied.

Descriptive research can be either quantitative or qualitative. Descriptive research is done

with a specific research question in mind. It gives a set view of the subject, population,

market segment or problem.

Scope of the study

The study is based on the survey done by me on the customers of Big Bazaar . The scope

of this research is to identify the buying behavior of customers of Big Bazaar. This

research is based on primary data and secondary data. This study only focuses on

urban buying behavior of customers. The study does not say anything about rural

buying behavior of customers because rural norms/status/attitude & acceptance of the

rural customers differs with urban customers. It provides help to further the research

for organized retail sector. It aim to understand the skill of the company in the area like


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technological advancement, competition in management. The research also provides and

insight into the various factors which are important to customers for making the

purchase decisions at Big bazaar. The research study also focuses on the satisfaction level

derived by the customers by shopping at Big Bazaar.

Sampling Technique :Non Probability Convenience Sampling

This type of sampling was done by me to obtain the responses from the easiest

population members. The subjects are selected just because they are easiest to recruit for

the study. It would be ideal to test the entire population, but for my study purpose, the

population is just too large that it is impossible to include every individual. This is the

reason why I relied on sampling techniques likeconvenience sampling,which is the most

common of all sampling techniques.

Population:

The entire customers of the Big Bazaar retail store is a large population out of which a few

samples have been selected for my study purpose as it is not possible to include everyindividual for the survey.

Sample size: 100 samples

The primary data was collected from 100 respondents who visit Big bazaar, in order to

study the buying behavior of the customers at Big Bazaar. The respondents were asked to

respond to the questionnaire which was prepared by me based on the objectives of the

study. The responses from 100 respondents were collected and were then analyzed to

meet the objectives of the research study.
http://www.childrensmercy.org/stats/definitions/convenience.htmhttp://www.childrensmercy.org/stats/definitions/convenience.htmhttp://www.childrensmercy.org/stats/definitions/convenience.htm


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Data Collection Methods :

Data for the study purpose was collected from both Primary and the Secondary Sources.

Both the data sources were important in order to meet the objectives of the study and to

get insights and better understanding of the subject matter.

Data Collection from Primary Sources:

Survey Method:

The Primary source of data collection was a survey of the customers of Big Bazaar. From

a large number of customers of Big Bazaar, 100 customers were selected and were asked

to respond to the questionnaire prepared for the response collection. Convenience

sampling method was used for the less time taking and easy collection of the data. The

response from the sample respondents were collected and recorded. The questionnaire

was prepared and administered to the samples based on the objectives of the research.

Data collection from Secondary Sources:

Data were also reviewed and collected from the secondary sources for a deep

understanding and getting more insights about the subject matter. The secondary sources

of the data collection were online websites, journals, articles and research papers accessed

through Ebsco , Proquest , Science Direct and other databases. Books were also referred

for the data collection purpose and previously published reports related to the subject

matter were also reviewed by me.

Tools of Analysis:

The data collected was analyzed using the statistical tools in order to meet the objectives of the

research. The tools used for the analysis of the data were Microsoft Office Excel 2007 and

SPSS. The data was also be analyzed with the help of various graphs and pie charts. The


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tests done in order to analyze the data were Factor analysis, Cross tabulation and Chi-

Square Tests.

Limitations of the study

Certain limitation do creep in research study due to constraints of the time, money

human efforts. The present study is also not free from certain limitation, which were

unavoidable. Although all efforts were taken to make the result of the work as accurate as

possible as surveybut study based on the survey has following limitations:

Some Customers were not willing to respond to the questionnaires.

Due to a large population, only selected sample of customers were asked to

respond to the questionnaires.

Some respondents were not cooperative as they did not provide a few details that

were required.

Personal biases might have come while answering the questions.

Due to time constraint and other imperative work load during the time period it

could not be made possible to explore more area of concern pertaining to the

study


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CHAPTER -4

DATA ANALYSIS


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PLAN OF DATA ANALYSIS

Questionnaire Design

Data collection is one of the most important methods for any research. Without data

collection the research work is incomplete. After reviewing various literatures and

articles a questionnaire was designed based on the objectives of the study. The

questionnaire contains close ended and scaled response questions. The questionnaire was

designed using maximum close ended questions and a few scaled response questions

designed to collect requisite information from the respondents

Collection of data

The questionnaires were administered to the 100 sample respondents who are the

customers of Big Bazaar store and data was collected and recorded for the analysis.

Analysis

The analysis has been done using various statistical tools like Microsoft excel and SPSS

which was done very carefully keeping into account that maximum possible accuracy

was obtained. The various statistical tests done for analyzing the collected sample data

were

Descriptive Analysis

Factor Analysis

Cross Tabulation

Chi- Square Analysis


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DATA ANALYSIS

DESCRIPTIVE ANALYSIS

1. Gender Distribution

Statistics

Gender Distribution

N Valid 100

Missing 0

Mean 1.3700

Std. Deviation .48524

ariance .235

Kurtosis -1.736

Std. Error of Kurtosis .478

Gender Distribution

Frequency Percent Valid PercentCumulative

Percent

alid Male 63 63.0 63.0 63.0

Female 37 37.0 37.0 100.0

Total 100 100.0 100.0

FemaleMale

Gender_Distribution

60

40

20

0

Percent

Gender_Distribution


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Analysis & Interpretation:

The response collected from the sample respondents included both male and female

respondents. The percentage of male customers who responded to the questionnaire was

63% and the percentage of female respondents was 37 %.

2.Age Group

Interpretation:

Most of the customers from the sample respondents who responded to the questionnaire

were between the age of 20 to 30 years. The people between the age group of 20 to 30

years were more responsive and were willing to take part in the survey conducted by me.

0

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35

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45

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3.Monthly income level of the sample respondents:

Monthly Income Statistics

Frequency Percent Valid Percent Cumulative Percent

alid Below 10000 31 31.0 31.0 31.0

10000 to 30000 33 33.0 33.0 64.0

30000 to 50000 27 27.0 27.0 91.0

Above 50000 9 9.0 9.0 100.0

Total100 100.0 100.0

Graphical Representation


Out of 100 respondents who took part in the survey, 33 % of the respondents were

between the monthly income level of Rs 10000 to Rs 30000, 31% of the respondents are

between the monthly income level below Rs 10000 and 27 % of the respondents are

between the monthly income level of Rs 30000 to 50000. 9% are above the monthly

31%

33%

27%

9%

Below 10000 10000 to 30000 30000 to 50000 Above 50000


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income level of Rs 50000. This shows that the customers who visit Big Bazaar fall in the

category of middle and upper middle income group who are price conscious customers.

9% customers who are above the income of Rs 50000 are the upper class people who are

not that price conscious customers and who dont mind spending more money and who

are more likely to shop more from exclusive stores. This shows that the target customers

of Big Bazaar belong to the middle and the upper middle income group. This shows that

the target customers of Big Bazaar belong to the the middle and the upper middle income

group.

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

Statistics

N Valid 100

Missing 0

Mean 2.6100


ariance .887

Range 4.00

How_did_you_come_to_know_about_Big_Bazaar ?


Percent

alid Friends 20 20.0 20.0 20.0

Family 8 8.0 8.0 28.0

Advertisements 66 66.0 66.0 94.0

Spouse 3 3.0 3.0 97.0

Others 3 3.0 3.0 100.0

Total 100 100.0 100.0


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Graphical Representation:


From the descriptive statistics and the graphical analysis above , it is clear that 66 % of the

total sample respondents knew about the Big Bazaar retail store from the advertisements.

20% of the respondents were aware about the retail stores through friends. 8% of the

respondents were aware through family members and 3% were aware about the store

through their Spouse. The rest 3% of the respondents were aware through other sources.

This says that majority of the customers of Big Bazaar are aware of the organized retail

store from the advertisements in news papers, televisions and magazines , hoardings etc.

Few customers are aware of the retail store through their family member, friends and

spouse.

OthersSpouseAdvertisementsFamilyFriends

60

40

20

0

Percent


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5. How frequently do you visit Big Bazaar ?

Frequency_of_visits

Frequency Percent Valid Percent CumulativePercent

alid Once in a month 36 36.0 36.0 36.0

Once in a week 13 13.0 13.0 49.0

Twice in a week 3 3.0 3.0 52.0

During special offers 10 10.0 10.0 62.0

Whenever the need arises38 38.0 38.0 100.0

Total 100 100.0 100.0



From the descriptive statistics and the graphical analysis above we can interpret that 38%

of the respondents visit big bazaar whenever need for shopping from the retail store

arises. 36 % of the respondents visit big bazaar once in a month. 13% of the respondents

visit the store once in a week, 10% of the respondents visit the store during special offers

and the rest visit twice in a week. From this data we can infer that most of the customers

0

5

10

15

20

25

30

35

40

Once in a

month

Once in a

week

Twice in a

week

During

special

offers

Whenever

the need

arises

Series1


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of big bazaar visit the retail store only once in a month or whenever the need arises to

buy from the retail store. This also indicates that many customers buy products from Big

Bazaar in bulk quantities. Only a few customers buy their requirements from the store

once in a week and during special offers. A very small number of customers buy their

requirements from Big Bazaar twice in a week.

6. What Category of products do you prefer to buy from Big Bazaar?

Data Summary

Category Responses Percentage

Clothes 35 35 %

Grocery 50 50 %

Food products 77 77%

Cosmetics 36 36%

Footwear 11 11%

Electronic items 12 12%

Other 0 0%

Total 100 100%


01020

304050607080

Series1


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From the data summary and the above given graphical representation , it is observed that

the sample respondents who took part in the survey mostly prefer to buy food products,

grocery, cosmetics and clothes. Only a few respondents prefer to buy electronic items and

foot wear items. Therefore it can be analyzed that a major percentage of customers who

shop at Big Bazaar prefer to buy food products, grocery, cosmetics and clothes from the

retail store and only a few customers prefer to buy electronic items and footwear items

from the store. Majority of the customers are interested in buying food products and

grocery from the retail store.

7. On an average, how much do you spend in a visit at Big Bazaar?

Statistics

Average Spending

N Valid100

Missing0

Mean2.3300

Std. Deviation1.16389

Range4.00

Average Spending


Percent

alid Rs 100028 28.0 28.0 28.0

Rs 1000 to Rs 2000 34 34.0 34.0 62.0

Rs 2000 to Rs 3000 20 20.0 20.0 82.0

Rs 3000 to Rs 5000 13 13.0 13.0 95.0

Rs 5000 and above 5 5.0 5.0 100.0

Total 100 100.0 100.0


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Graphical Representation: Average Spending


The above descriptive statistics and the graphical representation show that 34% of the

sample respondents spend Rs. 1000 to Rs. 2000 on an average in a visit to Big Bazaar. 28%

of the respondents spend Rs. 1000 and average in a single visit at the retail store. 20 % of

the respondents spend Rs. 2000 to Rs. 3000, 13% of the respondents spend Rs 3000 to Rs.

5000 and the rest spend Rs. 5000 and above. Therefore from the data we can infer that

majority of the customers of big bazaar spend Rs 1000 to 3000 on an average in a single

visit at Big Bazaar. Only a few big bazaar customers spend Rs 3000 to Rs 5000 and above

Rs 5000 in a single visit at the retail store. This also shows that the customers of Big

Bazaar belong to the middle income group and not high income group. The target

customers are the middle income segment who are the potential customers of Big bazaar.

0

5

10

15

20

25

30

35

Rs 1000 Rs 1000 to

Rs 2000

Rs 2000 to

Rs 3000

Rs 3000 to

Rs 5000

Rs 5000

and above

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8. How much time do you spend in a visit at Big Bazaar?

Statistics

Average_time_spent

N Valid 100

Missing 0

Mean 2.7200

Std. Error of Mean .10452

Median 2.0000

Std. Deviation 1.04524

ariance 1.093

Range 4.00

Average_time_spent


Percent

alid Less than half an hour 6 6.0 6.0 6.0

Half an hour to 1 hour 45 45.0 45.0 51.0

1 hour to 1.5 hours 29 29.0 29.0 80.0

1.5 hours to 2 hours 11 11.0 11.0 91.0

More than 2 hours 9 9.0 9.0 100.0

Total 100 100.0 100.0


6%

45%

29%

11%

9%

Less than half an hour

Half an hour to 1 hour

1 hour to 1.5 hours

1.5 hours to 2 hours

More than 2 hours


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From the graphical representation and the descriptive statistics given above, it can be

interpreted that 45 % of the sample respondents spend an average time of half an hour to

1 hour at Big Bazaar store. 29% of the respondents spent an average time of 1 hour to 1.5

hours at the retail store in a single visit. 11% of the sample responded that they spend an

average time of 1.5 hours to 2 hours in the store and 9% and 6% of the sample

respondents responded that they spend an average time of more than 2 hours and less

than half an hour. Therefore , it can be said that most of the customers of big bazaar in a

single visit spend an average time of half an hour to 1 hour in the retail store. A few

number of customers also spend 1 hour to 1.5 hours average time in a visit to the

hypermarket. Very few customers of Big Bazaar spend an average time of 1.5 hours to 2

hours or more than 2 hours at a visit to the store.

9. Do you visit Big Bazaar with a planned list of products?

Statistics

N Valid 100

Missing 0

Mean 2.2400


ariance .629

Range 2.00

Planned_or_unplanned_buying


Percent

alid Yes 22 22.0 22.0 22.0

No 32 32.0 32.0 54.0

Sometimes 46 46.0 46.0 100.0

Total 100 100.0 100.0


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From the above graphical representation and the descriptive statistical data, in can be

analyzed that 46% of the sample respondents who took part in the survey responded that

when they visit big bazaar, they visit the store with planned list of products sometimes.

32% of the sample respondents responded that they do not visit the Big bazaar store with

a planned list of products and 22% of the respondents responded that they visit the

hypermarket with a planned list of products. Therefore it can be interpreted that majority

of the customers of Big bazaar visit the store with a planned list of products sometimes.

They sometimes plan in advance what their requirements are and then visit the store and

directly move to the departments according to their requirement and they sometimes do

not plan in advance and show impulse buying behavior at the retail store. Around 1/3rdof

the customers who visit big bazaar never visit the store with a planned list of products

and therefore engage into impulse buying behavior whenever they visit the store. They

move at all departments of the hypermarket and buy whatever they feel is required. A

few percentages of customers always visit the shop with a planned list of products in

advance and therefore do not engage into impulse buying behavior. They directly move

to the departments with their planned list and buy their requirements.

22

32

46

0

10

20

30

40

50

Yes No Sometimes

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10. What time of a day do you prefer to visit Big bazaar?

Time_of_Visit

Frequency Percent Valid Percent Cumulative Percentalid Morning 4 4.0 4.0 4.0

Noon 11 11.0 11.0 15.0

Evening 65 65.0 65.0 80.0

At night 8 8.0 8.0 88.0

Any time 12 12.0 12.0 100.0

Total 100 100.0 100.0



From the above graphical representation and data statistics it can be analyzed that 65% of

the sample respondents who took part in the survey responded that they prefer to visit

the big bazaar store in the evening time. 12% of the respondent responded that they

prefer visiting the hypermarket to shop anytime they feel like visiting. 11% of the

respondents said that they prefer visiting the retail store at noon time. 8% of the

respondents said that they prefer visiting the retail store during night and 4% of the

respondents said that they prefer visiting the retail store in the morning time. Therefore,

it can be interpreted that most of the customers prefer visiting the retail store in the

4%

11%

65%

8% 12%

Morning Noon Evening At night Any time


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evening. Very few customers prefer visiting the retail store in the morning , at night and

at noon time.

11. Factors that influence the customers to buy from Big Bazaar retail store:

FACTOR ANALYSIS

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Samplingdequacy. .840

Bartlett's Test ofSphericity

Approx. Chi-Square 510.490

Df 36

Sig. .000

Communalities

Initial Extraction

Price 1.000 .742

Quality 1.000 .511

Offers 1.000 .820

Convenience 1.000 .538

Brand_Image 1.000 .447

Range_of_Products 1.000 .756

mbience 1.000 .809Cleanliness 1.000 .848

Service_Provided 1.000 .697

.Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared LoadingsRotation Sums of Squared

Loadings

Total%

of VarianceCumulative

% Total% of

VarianceCumulative

% Total% of

VarianceCumulative

%

1 4.694 52.151 52.151 4.694 52.151 52.151 3.176 35.290 35.290

1.474 16.378 68.529 1.474 16.378 68.529 2.991 33.238 68.529

.795 8.836 77.365

.653 7.255 84.620

.419 4.659 89.280

.320 3.555 92.835

.253 2.807 95.642

.201 2.228 97.870

.192 2.130 100.000


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Component Matrix(a)

Component

1 2

Price .651 -.564

Quality .706 .111

Offers .801 -.423

Convenience .733 .010

Brand_Image .646 -.174

Range_of_Products .768 -.408

mbience .678 .591

Cleanliness .719 .576

Service_Provided .781 .297

Rotated Component Matrix(a)

Component

1 2

Price .861 .037

Quality .438 .565

Offers .872 .243

Convenience .526 .511

Brand_Image .589 .317

Range_of_Products .839 .230

mbience .087 .895

Cleanliness .127 .912

Service_Provided .364 .752

Analysis and Interpretation:

The first table shows the KMO and Bartlett's Test. This is used to measures the sampling

adequacy which should be greater than 0.5 for a satisfactory factor analysis to proceed.

Looking at the 1sttable above, the KMO measure is 0.840. From the same table, we can see

that the Bartlett's test of sphericity is significant. This also shows that degree of common

variance is quite high, therefore factor analysis can be done. Communalities is the

proportion of each variables variance that can be explained by the principal components.

It is defined as sum of squared factor loadings. The initial value of communalities in the

principal component analysis is 1.0. The values in the extraction column indicate the


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proportion of each variable's variance that can be explained by the principal components.

Variables with high values are well represented in the common factor space, while

variables with low values are not well represented.

The Total variance explained table shows that how the variance is divided among the 9

possible factors. Note that the 1st two factors have eigenvalues more than 1 which is

common criterion for a factor to be useful. When the eigenvalues is less than 1.0, this

means the factors explain less information than a single item would have explained.

Looking at the % of Variance" column it can be seen that the first component explains

52.15% of the information from the original variables and the second component explains

16.37% of the information from the original variables. Looking at the Cumulative %

column shows that choosing two components would explain 68.52% of the information

from the original variables. Therefore looking at this output from a factor analysis you

would conclude to use two factors and that these two factors could still explain over 68%

of the information contained in the original variables.

In the Rotated Component Matrix table, the first column of the table lists the names of

the variables you originally entered into the analysis. The second column is titled

Component. The sub-columns of this column are numbered to match the components

from the Total Variance Explained table that had eigenvalues greater than one. These

are the factors. Each factor has a list of numbers associated with each of your original

variables. These values represent how well each of the original variables fits into each of

the new factors. The values range from 1 to 1. The closer a number is to 1 or 1, the

better that variable fits into that factor. A value of 1 means that factor explains 100% of

the information from that variable. A value of 1 means that factor explains 100% of the

information from that variable but explains the exact oppositeof that variable. This will be

important to remember when calculating the factor scores. A value of 0 means that factor


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does not explain the information contained in that variable. Generally, a value bigger

than 0.5 or smaller than 0.5 means that variable fits well with that factor.

Therefore looking back at the Total Variance Explained table shows that there were two

components with eigenvalues greater than one. As a result, the Rotated Component

Matrix also contains two components, or factors. Looking at the results according to the

factor analysis the rotated component matrix has 2 factors extracted. The extraction

method used is varimax with Kaiser Normalization. Based on the rotated component the

factors are identified. The first component has Price, Offers, Convenience and Range of

products as the most important factors which influence the buying behavior of the

customers. The second component has cleanliness, services provided , ambience as the

most important factors which influence the buying behavior of customers at big bazaar.

12. Do you wait for the offer to make purchases?

Statistics


Percent

alid Yes 48 48.0 48.0 48.0

No 52 52.0 52.0 100.0

Total 100 100.0 100.0


46

48

50

52

YesNo

4852 Series1


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From the statistical data and the graphical representation above it can be analyzed that

from the sample size of 100 respondents, 52% of the sample respondents who took part in

the survey responded that they do not wait for any offers or schemes to make their

purchases from the Big Bazaar store. 48% of the respondents said that they did wait for

offers or schemes to make purchases from the retail store. Therefore, it can be interpreted

that almost half of the customers of Big bazaar wait for the offers or schemes to buy their

requirements from the store and similarly almost half of the customers of the store do not

wait for the offers and schemes to buy their requirements from the store.

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

Customer satisfaction


Percent

alid Yes84 84.0 84.0 84.0

No16 16.0 16.0 100.0

Total 100 100.0 100.0


84%

16%

Yes No


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From the above graphical representation and statistical data it can be analyzed that 84%

of the sample respondents who took part in the survey are satisfied by the services

provided at Big Bazaar. 16% of the sample respondents responded that they are not

satisfied by the services provided at big Bazaar. Therefore we can infer that most of the

customers of Big bazaar are satisfied by the services provided at Big Bazaar and very few

customers are not satisfied with the services provided at the retail store.

14. Level of Satisfaction:

CROSS TABULATION

Count

Satisfaction_level Total

Not at allsatisfied

Slightlysatisfied

SomewhatSatisfied

Very SatisfiedExtremelysatisfied

Gender Male 6 8 27 22 0 63

Female 0 7 18 12 0 37

otal 6 15 45 34 0 100

Chi-Square Tests

Value dfAsymp. Sig. (2-

sided)

Pearson Chi-Square4.341(a) 3 .227

Likelihood Ratio6.343 3 .096

Linear-by-Linearssociation

.340 1 .560

N of Valid Cases 100

a 2 cells (25.0%) have expected count less than 5. The minimum expected count is 2.22.

The Chi-Square test shows the difference in Satisfaction level among the respondents

both male and female.


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Graphical Representations:

Satisfaction Level: Male

6%

15%

45%

34%

0%

Total

Not at all satisfied Slightly satisfied Somewhat Satisfied

Very Satified Extremely satified

0

5

10

15

20

25

30

Not at all

satisfied

Slightly

satisfied

Somewhat

Satisfied

Very

Satified

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Satisfaction Level: Female


Cross tabulation was done in order to analyze the satisfaction level towards big bazaar

services on the basis of gender. The above graphs and statistical analysis data shows that

from the total sample respondents who took part in the survey 6% of them were not at all

satisfied by the services of Big Bazaar store, out of which 6 were male and there were no

female who were not at all satisfied. 15 % of the total respondents were slightly satisfied

by the services provided by the store, out of which 8 were male and 7 were female

respondents. 45 % of the total sample respondents are somewhat satisfied with the

services of big bazaar; out of which 27 respondents were male 18 were female. 34% of the

total respondents responded that they were very satisfied with the services of Big bazaar,

out of which 22 respondents were male and 12 were female. Therefore this shows that the

satisfaction level of majority of the customers, both male and female is average. They are

neither dissatisfied and nor extremely satisfied. They are somewhat satisfied with the

services of Big Bazaar. A few customers are also very satisfied with the services provided

at Big Bazaar. The satisfaction level of the male customers is more as compared to the

0

2

4

6

8

10

12

14

16

18

1 2 3 4 5

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female customers. They exhibit a higher satisfaction level as shown in the statistical data.

A small percentage of customers of big bazaar are slightly satisfied with the services of

big bazaar.

15. CHI- SQUARE ANALYSIS

This statistic tool is used to test the statically significance of the observed association in a

cross tabulation. It assists in determining whether a systematic association exists between

the two variables. In this research chi-square is used to find the gender difference in the

Buying behavior towards big bazaar store. A few parameters have been considered for

buying behavior at the store and the gender difference is then analyzed.

Table 1: Gender * I like shopping at big bazaar Cross tabulation

Count

I_like_shopping_at_big_bazaar

TotalStronglyagree Agree Undecided Disagree

StronglyDisagree

Gender Male 20 34 8 0 1 63

Female 5 23 6 2 1 37

otal 25 57 14 2 2 100

Chi-Square Tests

Value DfAsymp. Sig. (2-

sided)

Pearson Chi-Square 7.131(a) 4 .129

Likelihood Ratio 7.994 4 .092


4.578 1 .032

N of Valid Cases100

a 4 cells (40.0%) have expected count less than 5. The minimum expected count is .74.

The Chi-square test does not show much gender difference in the parameter I like

shopping at big bazaar. The cross tabulation shows that male respondents are much


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more interested in shopping from Big bazaar and they visit the retail store more as

compared to the female respondents.

Table 2: Gender * I prefer to shop at Big Bazaar even if other retail outlets offer newdeals Cross tabulation

Count

I prefer to shop at Big Bazaar even if other retail outlets offer new deal

TotalStronglyAgree Agree Undecided Disagree

StronglyDisagree

Gender Male 4 22 19 15 3 63

Female 1 17 5 10 4 37

otal 5 39 24 25 7 100

Chi-Square Tests


sided)


Likelihood Ratio 5.590 4 .232


.279 1 .597



The Chi- Square test signifies that there is not much gender difference towards the

parameter I prefer to shop at Big Bazaar even if other retail outlets offer new deals and

the cross tabulations show that male respondents prefer to shop more from the Big bazaar

store even if the other retail outlets offer new deal as compared to the female

respondents.


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Table 3: Gender * I occasionally prefer this store for my purchase Cross tabulation

Count

I occasionally prefer this store for my purchase

Total

Strongly

Agree Agree Undecided Disagree

Strongly

DisagreeGender Male 10 31 13 6 3 63

Female 2 18 9 8 0 37

otal 12 49 22 14 3 100

Chi-Square Tests


sided)


Likelihood Ratio7.651 4 .105Linear-by-Linear

ssociation1.408 1 .235

N of Valid Cases100


The Chi-square test shows that there is gender difference towards the parameter I

occasionally prefer this store for my purchase. The cross tabulation table shows that the

more of the male respondents occasionally prefer the Big bazaar store for their purchaseas compared to the female respondents. The female respondents do not prefer to shop

occasionally from the store much.

Table 4: Gender * I prefer shopping at Big Bazaar on a weekly or monthly basis Cross

tabulation

Count

I prefer shopping at Big Bazaar on a weekly or

monthly


StronglyDisagree

Gender Male14 29 8 8 4 63

Female9 17 5 4 2 37

otal23 46 13 12 6 100


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Chi-Square Tests


sided)

Pearson Chi-Square .161(a) 4 .997

Likelihood Ratio .162 4 .997


.113 1 .737



The Chi-square test shows that there is not much gender difference towards the

parameter I prefer shopping at Big Bazaar on a weekly or monthly basis . The Cross

tabulation table shows the buying behavior of male customers and female of Big bazaar

on the weekly or monthly basis. There is not much gender difference as far as buying

behavior on weekly or monthly basis is concerned. More of the male customers shop

from big bazaar on weekly or monthly basis as compared to the female customers.

Table 5: Gender * I prefer to shop at Big Bazaar with a planned list of products Cross -

tabulation

Count

I prefer to shop at Big Bazaar with a planned list of products


StronglyDisagree

Gender Male 8 20 15 18 2 63

Female 1 15 10 10 1 37

otal 9 35 25 28 3 100

Chi-Square Tests


sided)


Likelihood Ratio 3.741 4 .442Linear-by-Linear

ssociation.163 1 .686



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The Chi-square test shows that there is not much gender difference towards the

parameter I prefer to shop at Big Bazaar with a planned list of products. The Cross

tabulation table shows planned and impulse buying behavior of the male and female

respondents at big bazaar. More of male customers prefer to shop at big bazaar with a

planned list of products as compared to the female customers.

Overall there is not much difference in the buying behavior of the male and female

customers of big bazaar as judged by analyzing various parameters of customer buying

behavior using Cross tabulation and Chi-square tests. The male customers are much more

interested to shop from big bazaar as compared to the female customers. They visit the

retail store more as compared to the female customers. More of the male customers as

compared to the female customers prefer to shop from the hypermarket even if the other

retail outlets offer new deals. Most of the customers both male and female prefer to shop

at big bazaar on a weekly or monthly basis. More of the mail customers prefer to shop

from big bazaar on a weekly or monthly basis as compared to the female customers of the

store. More of the male customers prefer to visit big bazaar with a planned list of

products as compared to the female customers of the store.


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CHAPTER -5

FINDINGS


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FINDINGS

1.) It mainly targets the middle income group customers who are price conscious

customers. They are the potential customers the Big Bazaar hypermarket.

2.) Most of the customers visit the big bazaar retail store once in a month or week.

3.)Most of the customers buy their requirements from the big bazaar store due to variety

or range of products, price and offers.

4.)Big bazaar store is a hypermarket with product categories like clothes, groceries, food

products, cosmetics, footwear and other items. Most of the customers buy food products,

grocery and cosmetics from the retail store.

5.) Many times when the customers visit to the store to shop, the impulse buying

behavior comes into play. The customers most of the times do not visit the store with a

planned list of products. They sometimes

6)Price, offers and range of products distinguishes the Big bazaar stores from other retail

outlets.

7.)Most of the customers of Big Bazaar are satisfied with the services provided by the

store persons. The satisfaction level of the majority of customers is average.


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CHAPTER -6

RECOMMENDATIONS


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RECOMMENDATIONS

1.)To increase more footfalls at big bazaar store, more promotional activities should be

carried out.

2.) Big bazaar should include more of branded products to its product category so as to

attract the brand choosy people to come in to big bazaar.

3.) Often many of the product are not sold because of low visibility, high price so, the

product should be properly displayed and discount should be given to attract the

customer to purchase the product.

4.) General merchandise has number of departments so staff number should be increased

to serve customer during weekend

5.) Proper signage should be there so that customer can locate the products easily.

6.) The waiting time of the customers at the billing counters should be short so that the

customers are not annoyed by waiting for long.

7.) 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.

8.) 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.


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CHAPTER -7

CONCLUSIONS


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CONCLUSIONS

The study on consumer buying behavior at big bazaar gave me a better understanding

and a lot of insights about the buying behavior of customers at the retail store. The

primary data that was collected by me helped me meet my objectives of the research

study. The data collected was analyzed using SPSS and Microsoft Excel with the help of

tables, graphs and pie charts. The study reveals that the big bazaar has positioned itself in

the market as a discount store. The target customers of big bazaar are the middle income

group customers who are price conscious. The customers of big bazaar buy their

requirements in bulk quantities. The impulse buying behavior comes into play most of

the times when customers visit the hypermarket. They do no shop from the store with a

planned list of products. There are only a few customers who shop at the retail store with

a planned list of products. The customers of big bazaar are influenced to buy from the

retail store due to the factors like Price, Range of products, Offers and Range of products.

Most of the customers buy their requirements on a weekly or monthly basis. The Average

spending

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