A

PROJECT REPORT

ON

“A STUDY OF CUSTOMER BEHAVIOUR ON BIG BAZAAR”

SUBMITTED

BY

MR. KALE MANGESH SARJERAO

UNDER THE GUIDENCE OF

PROF. WADHANE S.S.

SUBMITTED TO

“SAVITRIBAI PHULE PUNE UNIVERSITY”

IN PARTIAL FULFILMENT OF THE REQUIREMENT FOR THE

AWARD OF THE DEGREE OF

S.Y. (B.VOC) RETAIL MANAGEMENT

THROUGHT

WAGHIRE COLLEGE (PDEA),

SASWAD, DIST. PUNE

BATCH 2018-2019
 Waghire College, Saswad

CERTIFICATE

This is to certify the project report entitled submitted by MR.

KALE MANGESH SARJERAO. in “A STUDY OF CUSTOMER BEHAVIOUR ON

BIG BAZAAR” fulfillment of the requirement for second year. Bachelor of

Vocational S.Y.B.VOC (RETAIL MANAGEMENT) Affiliated to the

University of Pune During the 2018-19.

Internal Examiner External Examiner

 GUIDE CERTIFICATE

This is to certify that Mr. Kale Mangesh Sarjerao. has completed his project
satisfactorily on “A STUDY OF CUSTOMER BEHAVIOUR ON BIG BAZAAR”under
my guidance. The project work is of original nature and not copied from any other earlier
project work and further no part of it has been submitted to any other University as a Partial
fulfillment of condition for passing any examination.

Place: - Saswad.

Date:-

Prof. Wadhane S.S.

.
 DECLARATION

I, Mr. kale Mangesh Sarjerao. Student of Waghire college, Saswad, hereby declare
that the project report entitled “A Study Of Customer Behaviour On Big Bazaar” is
written and submitted under the guidance of Prof. Wadhane S.S..is my original work. The
empirical findings in this report are based on data collected by myself. The matter consisting
in this report is not copied from any source. I understand that if my work is found to be
copied, I am liable to be punished by rules of Savitribai Phule Pune University.

Place: - Saswad.

Date: -

Prof. Wadhane S.S.

 ACKNOWLEDGEMENT

First and foremost, I thank almighty for keeping me hale and healthy for successful
completion of the project.

I express my deepest gratitude to Our Director Prof. Wadhane S.S.who had given the
opportunity to do this project.

I profoundly thank our Head of the Department Mr. Bongane sir and my

guide Prof. Wadhane S.S for her kind words and continuous encouragement which has

inspired me in completion of this project.

whole project. I was indeed a pleasure to interact with these people while my project

work. I also thank authors and publishers who made available books and websites to

study and reference.

I am also taking the pleasure to express my sincere thanks to all other staff members

of the Marketing Department .Last but not the least, I would like to convey my

sincere gratitude to my parents and friends, who have always been a source of

inspiration towards the completion of this project.

Mr. Kale Mangesh Sarjerao

 INDEX

Sr. No Content Page No.

1 Chapter 1

Introduction
Need & Importance
Objectives
Scope Of The Study
Limitations

2 Chapter 2
Review Of Literature

3 Chapter 3
Industry Profile
Company Profile

4 Chapter 4
Research Methodology

5 Chapter 5
Data Analysis
Interpretations

6 Chapter 6

Findings
Suggestions
Conclusion
 LIST OF TABLE
Sr.No List Of Table Page No.

1 How did you come to know about Big Bazaar?

2 How frequently do you visit Big Bazaar?

3 What is the main purpose of purchase?

4 Which category of Products do you buy most at Big bazaar?

5 You prefer to go in Big Bazaar with

6 Which mall you like the most in the city

7 What is the reason behind purchasing in Big Bazaar?

8 How do you rate the pricing of products at Big Bazaar?

9 Why do you prefer to shop in Big Bazaar?

10 What more facility would you like to get at Big Bazaar?

 LIST OF Graph

Sr.No List Of Graph Page No.

1 How did you come to know about Big Bazaar?

2 How frequently do you visit Big Bazaar?

3 What is the main purpose of purchase?

4 Which category of Products do you buy most at Big bazaar?

5 You prefer to go in Big Bazaar with

6 Which mall you like the most in the city

7 What is the reason behind purchasing in Big Bazaar?

8 How do you rate the pricing of products at Big Bazaar?

9 Why do you prefer to shop in Big Bazaar?

10 What more facility would you like to get at Big Bazaar?

Chapter 1
 INTRODUCTION
 NEED&IMPORTENCE
 OBJECTIVES
 SCOPE OF THE STUDY
 LIMITATIONS
INTRODUCTION:

Marketing is the moving and exciting activity in everybody activities. The sellers,
distributors, advertising agencies, consultants, transporters, financers, store agencies and
every one as a counter are part of the marketing system. Any exchange process be it
consumer, goods, intermediary goods, services of ideas, comes under the preview of
marketing. It is very often regarded that the development of markets and marketing is
synonymous with the economic development of account. Through marketing is an action
discipline. In the ever-growing corporate world, marketing is being regarded as a crucial
element for the success of an Enterprise.

The marketing discipline is undergoing fresh reappraisal in the light of the vast global,
technological, economic and social challenges facing today’s companies and countries.
Marketing at its best is about value creation and raising the world’s living standards. Today’s
winning companies are those who succeed most in satisfying, indeed delighting their target
customers.

As quoted by P.P.Drucker “Marketing is so basic that it cannot be considered a

separate function. It is whole business seen from the point of view of its final result, that is,
from the customer’s point of view. Business success is not determined by the producer but by
the customer”.

Philip Kotler has therefore defined marketing as “it is a social and managerial process
by which individuals and groups obtain what they need and want through creating, offering
and exchanging products of values with others”. Many Indian companies espouse a satisfied
customer philosophy and describe marketing as customer-satisfaction engineering. Since the
economy in this country has changed from a primary condition of scarcity to gradual and
steady stage of affluence, largely giving consumers the opportunity to choose among many
varied alternatives, satisfaction has become a major concern of business.
INTRODUTION TO CONSUMER BEHAVIOR:

One thing that we have in common is that we all are consumers. In fact everybody in
this world is a consumer. Every day of our life we are buying and consuming an incredible
variety of goods and services. However, we all have different tastes, likes, dislikes, and adopt
different behavior patterns while making purchase decisions.

The term consumer behavior refers to the behavior that consumers display in
searching for purchasing using evaluation and disposing in searching for purchasing using
evaluating and disposing of products and services that they exact will satisfy o how
individuals make decisions to send their available resources (time, money and effort) on
consumption related items. It includes the study of “What they buy”, ”Why they buy”,
“When they buy it”, “Where they buy it”, “how often they buy it” and “how often they use.

DEFINITIONS:

Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars &
researchers as:

1. It’s the behavior displayed by the consumers during the acquisition, consumption and
disposition of products, services, time and ideas by decision making units.
2. It is the body of knowledge which studies various aspects of purchase and
consumption of products and services by individuals with various social and
psychological variables at play.
3. The behavior that the consumers display in searching for, purchasing, using,
evaluating and disposing of products and services that they expect will satisfy their
needs.
4. The process and activities people engage in when searching for, selecting, purchasing,
using, evaluating, and disposing of products and services so as to satisfy their needs
and desires.
5. The activities directly involved in obtaining, consuming, and disposing of products
and services, including the decision processes that precede and follow these actions.
6. The American Marketing Association (AMA) defines consumer behavior as “The
dynamic interaction of cognition, behavior & environmental events by which human
beings conduct the exchange aspect of their lives.
Consumer behavior is helpful in understanding the purchase Behavior and preferences
of different consumers. As consumers, we differ in terms of sex age, education, occupation,
income, Family setup, religion, nationality and social status. Because of this different
background factors, have different needs and we have only buy those products and services,
which we think, will satisfy our needs.
A MODEL OF CONSUMER BEHAVIOUR:

A consumer decisions to purchase a particular product of service is the result of complex

interplay of a number of variables. The starting point of the decision process is provided by
the company’s marketing stimuli in the shape of product, promotion, price and distribution
strategy. Consumer often purchases new products that are associated with a favorable viewed
brand name.

The term consumer behavior refers to the behavior that consumer display in searching
for purchasing, using, evaluating and disposing of products and services that they expect will
satisfy these needs. The study of consumer behavior in the study of how individuals make
decisions to spend their available resources (time, money, effort) on consumption related
items. It includes the study of “what they buy”, “why they buy”, “when they buy”, “where
they buy”, “how often they buy” and “how they use”.

DETAILED MODEL OF

FACTORS INFLUENCING CONSUMER BEHAVIOR

Cultural
Factors

Social Factors

Culture Reference Personal Factors

groups
Age and Life Psychological
Sub Culture Cycle Occupation
Factors
Family Economic
Circumstances Motivation
Social Class Lifestyle
Personality and Perception
Self Concept
Learning Buyers
Roles & Status
Beliefs and

Attitudes
CULTURAL FACTORS:

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

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

SOCIAL FACTORS:

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

Personal Factors: A consumer decision also influenced by personal characteristics notably

the buyers age & life cycle stage, occupation, economic circumstances, life style and
personality and self-concept.

PSYCHOLOGICAL FACTORS:

Motivation: A person has many needs at any given time. Some needs are biogenic. They
arise from psychological states of tension such as hunger, tryst and discomfort.

Perception: Perception is defined as “the process by which an individual selects, organizes,

intercepts, information, inputs to create a meaningful picture of the world.
NEED FOR THE STUDY:

Consumer behavior plays a major role for the growth of the company in the modern
market scenario. The basic idea of this study is to find the consumer behavior towards Big
Bazaar. The needs have to be recognized and necessary steps have to be taken to make the
changes.

India is growing rapidly and changes are dynamic. People are changing, the
preference and the demand is changing. The market also has to change accordingly.

The purpose of consumer behavior is not only for retaining the customers but also
attracting new customers and increasing the sales also creating and maintenance of brand
awareness.

In this competitive market the level of consumer satisfaction decides the success of
any product and any company. The night consumers have to be targeted and the right strategy
should be implemented at the right time. This will give the desired results.
OBJECTIVES OF THE STUDY:

The main objective is to determine the current consumer behavior levels of the customers
with regards to Big Bazaar.

 To study and analyze consumer shopping behavior towards Big Bazaar.

 To assess the behavior level of different type of customers shopping at Big Bazaar.

 To identify what type of strategies are suitable for the company to reach the targeted
customers.

 To find out the factors which influence the consumption of the products in Big
Bazaar.

 To identify effective an advertising sources which are influencing customer

purchasing behavior at Big Bazaar.

 To find out how the consumers spent their incomes, time on the purchasing of the
products.
 SCOPE OF THE STUDY

Big Bazaar has 250 above branches in New Delhi. My scope is limitation to one
Branch (LAXMI NAGAR V3S MAL). The scope of the study is to identify the consumer
behavior towards Big Bazaar. It is aimed at enlightening the company about different steps to
be taken up to increase the share of Big Bazaar with regard other competitors and also to
make the company to provide better customer services.

The scope of the study is only confined to the area covered under V3S MALL, and
only confined in studying about the consumer behavior towards Big Bazaar.
LIMITATIONS:

 Time has been a major constraint throughout the study as it has been only for duration
of 2 months.

 As this survey was restricted to big bazaar V3S mall this cannot be stated as an in
depth research on this subject.

 Enough care is taken in formulating the questionnaire; still some errors may creep in.

 The consumer behavior varies according to different products.

 Quality verses price was not taken into the consideration.

 The project is based on the interview methodology by a stored questionnaire and the
personal skills of the person undertaking the project affect the results.
Chapter 2
 REVIEW OF LITERATURE
REVIEW OF LITARATURE/CONSUMER BEHAVIOUR:

What is consumer behavior?

Activities people involved in when selecting, purchasing, and using products so as to

satisfy needs and desires. Consumer behavior involves the psychological process that
consumers go through in recognizing needs, finding ways to solve these needs, making
purchase decision (e.g., whether or not to purchase a product and, if so, which brand and
where), interpret information, make plans, and implement these plans (e.g., by engaging in
comparison shopping or actually purchasing a products).

SOURCES OF INFLUENNCE OF THE CONSUMER:

The consumer faces numerous of influence. Often, we take cultural influences for
granted, but they are significant. An American will usually not bargain with a storeowner.
This, however, is common practice in much of the world. Physical factors also influence our
behavior. We are more likely to buy a soft drink when we are thirsty. For example, and food
manufacturers have found that it is more effective to advertise their products on radio in the
late afternoon when people are getting hungry. A person’s self-image will also tend to
influence. What he/she will buy? An upwardly mobile manager may buy a flashy car to
project an image of success. Social factors also influence what the consumers buy-often,
consumers seek to imitate others whom they Admire, and may buy the same brands, the
social environment can include both the mainstream culture (e.g., Americans are more likely
to have corn flakes/ham and eggs for brake past than to have rice, which is preferred in many
Asian countries) and a sub culture (e.g., rap music often Appeals to a segment within the
population that seeks to distinguish itself from the main stream population). Thus sneaker
manufacturers are eager to have their products worn by admired athletes. Finally, consumer
behavior is influences by learning – you try a hamburger and learn that it satisfies your
hunger and tastes good, and the next time you are hungry, you may consider another
hamburger.
 DECISION-MAKING INVOLVE SEVERAL STEPS

1. Need recognition

5. Purchase
2. Information search
evaluation

4. Purchase decision 3. Evaluation of

alternatives

Problem recognition – you realize that something is not as it should be. Perhaps, for example,
your car is getting more difficult to start and is not accelerating well. Information search-
what are some alternative ways of solving the problem? You might buy a new car, buy a used
car, take your car in for repair, ride the bus, ride a taxi, or ride a skateboard to work.

A customer can obtain information from several sources:

Personal sources: family, friends, neighbors etc.
Commercial sources: advertising, sales forces retailers, dealers,
Packaging, point-of sale displays.
Public sources: newspapers, radio, television, consumer organizations,
magazines.
Experimental sources: handling, examining, using the product
Internal and external search for information to make a decision
Internal search: Scan memory.
External search: shopping, personal sources, public media,
advertisements
Evaluation of alternatives: A skateboard is inexpensive, but may be ill-suited for long
distances and for rainy days.

Purchase stage, and sometimes a post-purchase stage (e.g., you return a product to the store
because you did not find it satisfactory), in reality, people may go back and forth between the
stages. For example, a person may resume alternative identification during while evaluating
already known alternatives.
The decision maker(s) have the power to determine issues such as:
What to buy?
Which product to buy?
Which brand to buy?
Where to buy it? And
When to buy?
Note, however, that the role of the decision maker is separate from that of the
purchaser. From the point of view of the marketer, this introduces some problems since the
purchaser. Can be targeted by point-of-purchase (POP) marketing an effort that cannot be
aimed at the decision maker. Also note that the distinction between the, purchaser and
decision maker be somewhat blurred the decision maker may have to make a substitution if
the desired brand is not in stock, the purchaser may disregard institutions (by error or
deliberately).

BUYER BEHAVIOUR –CULTURAL FACTORS

Cultural factors have a significant impact on customer behavior. Cultural is the most
basic cause of a person’s wants and behavior. Growing up, children learn basic values,
perception and wants from the family and other important group. Marketing are always trying
to spot “cultural shift’” which might point to new products that might be wanted by customer
or to increased demand. For example, the cultural shift towards greater concern about health
and fitness has created opportunities (and now industries) servicing customers who wish to
buy:
Low calorie foods
Health club memberships
Exercise equipment
Activity or health- related holidays etc.
Similarly the increased desire for “leisure time” has resulted in increased demand for
convenience product and service such as microwave ovens, ready meals and direct marketing
service businesses such as telephone banking and insurance.
Each culture contains “sub-cultures” – groups of people with shared values. Sub-cultures can
include nationalities, religions, racial groups, or group of people sharing the same
geographical location. Sometimes a sub-culture will create a substantial and distinctive
market segment of its own.

Personal
Social Psychologic
Age and life
Cultural cycle stage
al
Reference
Motivation
Buyers
Culture groups

Sub culture Family Occupation Perception

Social culture Roles and Learning

status
Economic Beliefs and
situation attitudes

CULTURAL FACTORS
Cultural factors exert a broad and deep influence on consumer behavior. The marketer
needs to understand the role played by the buyer’s culture, subculture, and social class.

Culture
The set of basic values, perceptions, wants, and behaviors learned by a member of
society from family and other important institutions.

Subculture
 A group of people with shared value systems based on common life experiences and
situations.

Social classes
Relatively permanent and ordered divisions in society whose members share similar
values, interests, and behaviors.

SOCIAL FACTORS
A consumer’s behavior also is influenced by social factors, such as the consumer’s
small groups, family, and social roles and status.

Groups
Two or more people who interact or accomplish individual or mutual goals.

Family
A family is a domestic group of people, or a number of domestic groups linked
through descent (demonstrated or stipulated) from blood relation, marriage or adoption.

Roles and status

A person belongs to many groups- family, clubs, and organizations. The person’s
position in each group can be defined in terms of both role and status.

PERSONAL FACTORS
A buyer’s decisions also are influenced by personal characteristics such as the buyer’s
age and life cycle stage, Occupation, economic situation, lifestyle, and personality and self-
concept.

Age and life-cycle stage

People change the goods and services they buy over their lifetimes. Tastes and
preferences changes as life -cycle go.

Personality and self-concept

A person’s distinguishing psychological characteristics that lead to relatively
consisting and lasting responses to his or her own environment.
PSYCHOLOGICAL FACTORS
A person’s buying choices are further influenced by four major psychological factors:
motivation, perception, learning, and attitudes.

Motivation
A need that is sufficiently pressing to direct the person to seek satisfaction of the
need.

Perception
The processes by which people select, organize, and interpret information to form a
meaningful picture of the world.

Learning
Changes in an individual’s behavior arise from experience.

Beliefs and attitudes

A descriptive thought that a person holds about something is his/her belief. A person’s
consistently favorable or unfavorable evaluations, feeling, and tendencies toward and object
or idea is attitude.
The common tools used to conduct data analysis range from simple cross tabulations
and segmentation analysis to more sophisticated statistical methods such as multivariate and
logistic regression discriminates analysis and cluster analysis. In the last few years,
optimization tools and machine learning algorithms such as neural networks and genetic
algorithms have also been used to perform advanced data analysis.
The study of consumers helps firms and organizations improve their marketing strategies by
understanding issues such as
 The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products)
 The psychology of how the consumer is influenced by his or her environment (e.g.,
culture, family, signs, media)
 The behavior of consumers while shopping or making other marketing decisions
Limitations in consumer knowledge or information processing abilities influence decisions
and marketing outcome
 How consumer motivation and decision strategies differ between products that differ
in their level of importance or interest that they entail for the consumer; and How marketers
can adapt and improve their marketing campaigns and marketing strategies to more
effectively reach the consumer.
Understanding these issues helps us adapt our strategies by taking the consumer into
consideration. For example, by understanding that a number of different messages compete
for our potential customers’ attention, we learn that to be effective, advertisements must
usually be repeated extensively. We also learn that consumers will sometimes be persuaded
more by logical arguments, but at other times will be persuaded more by emotional or
symbolic appeals. By understanding the consumer, we will be able to make a more informed
decision as to which strategy to employ.
 Behavior occurs either for the individual, or in the context of a group (e.g., friend’s
influence what kinds of clothes a person wears) or an organization (people on the job
make decisions as to which products the firm should use).
 Consumer behavior involves the use and disposal of products as well as the study of
how they are purchased. Product use is often of great interest to the marketer, because
this may influence how a product is best positioned or how we can encourage
increased consumption. Since many environmental problems result from product
disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or
garbage piling up at landfills) this is also an area of interest.
 Consumer behavior involves services and ideas as well as tangible products.
 The impact of consumer behavior on society is also of relevance.
Chapter 3
 INDUSTRY PROFILE
 COMPANY PROFILE
 INDUSTRY PROFILE

Retail industry largest industry, accounting for are 10% of the country’s GDP and
around 8% of the employment retail industry in India is at the cross roads. It has emerged as
one of the most dynamic and fast paced industry with several players entering the market, but
because of the heave initial investment required breakeven is difficult to achieve and many of
these players have not tasted success so far.
However the future is promising; the market is growing, government policies are
becoming more favorable and emerging technologies are facilitating operations. Retailing in
India is gradually inching its way towards becoming the next boom industry. The whole
concept of shopping has altered in terms of format and consumer buying behavior ushering in
a revolution in shopping in India.

SOMEKEY FACTORS
 RETAIL IS India’s largest industry accounting for over 10% of the country’s GDP
and around 8%of the employment.
 The market size of the Indian retail industry is about US $312 billion.
 Retailing in India is gradually inching its way towards become the next boom
industry.
 A large young working population with average age of 24 years
INDIA’S CONSUMPTION COSMO
During the past decade, private final consumption expenditure has been the key
driver of economic growth in India.

Growth
domestic
product
$973billio
n

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

Utility payments
Fuel transportation Consumption
Electricity, water spending
communication
Expenditure on $350 billion
medical &
education
$242billion
 The $ 350 billion consumption spending provides
the single biggest business opportunities in India and
is divided into same key categories led by food,
fashion and home products.

COMPANY PROFILE
Future Group

Mr. Kishore
Biyani CEO, Future Group
Future Group, led by its founder and Group CEO Mr. Kishore, Biyani, is one of India’s
leading business houses with multiple businesses spanning across the consumption space.
While retail forms the core business activity of Future Group, group subsidiaries are
presenting consumer finance, capital, insurance, leisure and entertainment, brand
development, retail real estate development, retail media and logistics. Led by its flagship
enterprise, Pantaloons Retail, the group operates over 12 million square feet of retail space in
71 cities and towns and 65 rural locations across India. Headquartered in Mumbai (Bombay),
Pantaloons Retail employs around 35,000 people and is listed on the Indian stock exchanges.
The company follows a multi-format retail strategy that captures almost the entire
consumption basket of Indian customers. In the lifestyle segment, the group operates
Pantaloons, a fashion retail chain and Central, a chain of seamless malls. In the value
segment, its marquee brand, Big Bazaar is a hypermarket format that combines the look,
touch and feel of Indian bazaars with the choice and convenience of modern retail. In 2008,
Big Bazaar opened its 100th store, marking the fastest ever organic expansion of
hypermarket.

The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and Bangalore. The
group’s specialty retail formats include, books and music chain, Depot, sportswear retailer,
Planet Sports, electronics retailer, Ezone, home improvement chain, Home Town and rural
retail chain, Aadhar, among others. It also operates popular shopping portal,
futurebazaar.com.

Future Capital Holdings, the group’s financial arm provides investment advisory to assets
worth over $1 billion that are being invested in consumer brands and companies, real estate,
hotels and logistics. It also operates a consumer finance arm with branches in 150 locations.
Other group companies include, Future Generali, the group’s insurance venture in partnership
with Italy’s Generali Group, Future Brands, a brand development and IPR company, Future
Logistics, providing logistics and distribution solutions to group companies and business
partners and Future Media, a retail media initiative. The group’s presence in Leisure &
Entertainment segment is led through, Mumbai-based listed company Galaxy Entertainment
Limited. Galaxy leading leisure chains, Sports Bar and Bowling Co. And family
entertainment centers, F123. Through its partner company, Blue Foods the group operates
around 100 restaurants and food courts through brands like Bombay Blues, Spaghetti
Kitchen, Noodle Bar, The Spoon, Copper Chimney and Gelato. Future Group’s joint venture
partners include, US-based stationery products retailer, Staples and Middle East-based Axiom
Communications. Future Group believes in developing strong insights on Indian consumers
and building businesses based on Indian ideas, as espoused in the group ‘score value of
‘Indianans.’ The group’s corporate credo is, ‘Rewrite Rules, Retain values.

Board of Directors

• Mr. Kishore Biyani, Managing Director

Kishore Biyani is the Managing Director of Pantaloons Retail (India) Limited and the Group
Chief Executive Officer of Future Group.

• Mr. Gopikishan Biyani, Whole time Director

Gopikishan Biyani is a commerce graduate and has more than twenty years of experience in
the textile business.

• Mr. Rakesh Biyani, Whole time Director

Rakesh Biyani is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
implementation of the various new retail formats.

• Mr. Vijay Biyani, Whole time Director

Vijay Biyani has more than twenty years of experience in manufacturing, textiles and retail
industry and has been actively involved in the financial, audit and corporate governance
related issues within the company.

• Mr. Vijay Kumar Chopra, Independent Director

V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI) by

profession and is a Certified Associate of Indian Institute of Bankers (CAIIB).His banking
career spans over 31 years and he has served senior management positions in Central Bank of
India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SBI.

• Mr. Shailesh Haribhakti, Independent Director

Shri Shailesh Haribhakti is a Chartered Accountant, Cost Accountant, and a Certified Internal
Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and
past president of Indian merchant Chambers. He is on the Board of several Public Limited
Companies, including Indian Petrochemicals Corporation Ltd. Ambuja Cement Eastern Ltd.
etc. He is on the Board of Company since June 1, 1999.

• Mr. S Doreswamy, Independent Director

S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and
serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.

• Dr. D O Koshy, Independent Director

Dr. Darlie Koshy, a PhD from IIT Delhi and rank holder in MBA headed NID (Ministry of
Commerce, GOI) as Director for 2 terms of office prior to which he was the founding
Chairperson of Fashion Management at the National Institute of Fashion
Technology(Ministry of Textiles, GOI).

• Ms. Bala Deshpande, Independent Director

Bala Deshpande is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the
boards of Deccan Aviation, Nagarjuna Construction, Well spun India and Indus League
Clothing Ltd, among others.

• Mr. Anil Harish, Independent Director

Anil Harish is the partner of DM Harish & Co. Associates & Solicitors and an LLM from
University of Miami. He also serves on the board of Mahindra Gesco, Unitech, Indusind
Bank and Hinduja TMT, among others.
Company History
Major Milestones

1987

Company incorporated as Men’s Wear Private Limited. Launch of Pantaloons trouser, India’s
first formal trouser brand.

1991

Launch of BARE, the Indian jeans brand.

1992

Initial public offer (IPO) was made in the month of May.

1994

The Pantaloons Shoppe – exclusive menswear store in franchisee format launched across the
nation. The company starts the distribution of branded garments through multi-brand retail
outlets across the nation.

1995

John Miller – Formal shirt brand launched.

1997

Company enters modern retail with the launch of the first 8000 square feet store, Pantaloons
in Kolkata.

2001

Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and
Hyderabad.

2002

Food Bazaar, the supermarket chain is launched.

2004

Central - India’s first seamless mall is launched in Bangalore.

2005

Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus league Clothing
and Planet Retail. Sets up India’s first real estate investment fund Kshitij to of build chain
shopping malls.

2006

Future Capital Holdings, the company’s financial is formed to manage over $1.5 billion in
real estate, private equity and retail infrastructure funds. Plans forays into retailing of
consumer finance products.

Home Town, a home building and improvement products retail chain is launched along with
consumer durables format, Ezone and furniture chain, FurnitureBazaar. Future Group enters
into joint venture agreements to launch insurance products with Italian insurance major,
Generali. Forms joint ventures with US office stationery retailer, Staples.

2007

Future Group crosses $1 billion turnover mark. Specialized companies in retail media,
logistics, IPR and brand development and retail-led technology services become operational.
Pantaloon Retail wins the International Retailer of the Year at US-based National Retail
Federation convention in New York and Emerging Retailer of the Year award at the World
Retail Congress held in Barcelona.Futurebazaar.com becomes India’s most popular shopping
portal.

2008

Future Capital Holdings becomes the second group company to make a successful Initial
Public Offering in the Indian capital markets. Big Bazaar crosses the 100-store mark,
marking one of the fastest ever expansionof a hypermarket format anywhere in the world.
Total operational retail space crosses 10 million square feet mark. Future Group acquires
rural retail chain, Aadhar present in 65 rural locations.
Businesses
Future Group has a number of businesses across the retail, financial and service industries.

Financial

 Future Capital Holdings

 Future Generali
 Future Ventures

Services
 Future Innoversity
 Future Supply Chains
 Future Brands

Joint Venture Partnerships

Generali Group
Generali is a European insurance company.

Staples Inc.
Staples Inc. is a United States based office supply retailer.

Celio
French fashion wear maker

Clark
C&J Clark International Ltd. is a UK-based footwear and accessories retailer. The Future
Group has entered into a 50:50 joint-venture (JV) to form 'Clarks Future Footwear Ltd.'. The
JV launched its first (1,600 sq. ft.) stand-alone store in Connaught Place, Delhi on 19 April
2011. The brand seeks to gain a
share of the premium segment in this category.

-Overview:-

Every day, Future Group brings multiple products, opportunities and services to millions of
customers in India. Through over 15 million square feet of retail space, we serve customers in
85 cities and 60 rural locations across the country. Most of all, we help India shop, save and
realize dreams and aspirations to live a better quality of life every day.

Future Group understands the soul of Indian consumers. As one of India’s retail pioneers
with multiple retail formats, we connect a diverse and passionate community of Indian
buyers, sellers and businesses. The collective impact on business is staggering: Around 220
million customers walk into our stores each year and choose products and services supplied
by over 30,000 small, medium and large entrepreneurs and manufacturers from across India.
And this number is set to grow.

Future Group employs 35,000 people directly from every section of our society. We source
our supplies from enterprises across the country, creating fresh employment, impacting
livelihoods, empowering local communities and fostering mutual growth.
We believe in the ‘Indian dream’ and have aligned our business practices to our larger
objective of being a premier catalyst in India’s consumption-led growth story. Working
towards this end, we are ushering positive socio-economic changes in communities to help
the Indian dream fly high and the
‘Sone Ki Chidiya’ soars once again. This approach remains embedded in our ethos even as
we rapidly expand our footprints deeper into India.

Businesses

Key Group Companies:

Retail

Pantaloons - Fresh fashion store

BiG Bazaar - Hypermarket chain

Food Bazaar - Supermarket chain

eZone - Electronics superstore

HomeTown - Home improvement and building materials store

Central - Seamless department store

Planet Sports - Sportswear retailer

Aadhar - Rural retail chain

KB’s Fairprice - Urban low-frills neighbourhood store

Futurebazaar.com - Shopping portal

Services

While retail forms the core business activity of Future Group, group subsidiaries are present
in leisure and entertainment, brand development, retail real estate development, retail media
and logistics. Some of our other businesses include, mobile telephony brand, T24, operated in
association with Tata Teleservices, a supply chain and logistics Infrastructure Company, and
a company engaged in providing educational and training services through three Future
Innoversity campuses in Ahmadabad, Bangalore and Kolkata.

Finance

In the financial space, our group companies offer consumer finance and insurance to
customers, as well as corporate loans and equity investments to companies engaged in
consumer businesses.

Group Vision, Mission and Core value

Group Vision

Future Group shall deliver Everything, Everywhere, Every time for 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 brands with confidence and renewed ambition.

• We shall be efficient, cost- conscious and committed to quality in whatever we do.

• We shall ensure that our positive attitude, sincerity, humility and united determination shall
be the driving force to make us successful.

Core Values

• Indianess: 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.

• 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 and action.

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

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

 ABOUT BIG BAZAAR

Big Bazaar was launched in September 2001 with the opening of its first four stores in
Calcutta, Indore, Bangalore, and Hyderabad in 22 days. Within a span of ten years, there are
now 161 Big Bazaar stores in 90 cities and towns across India.

Big Bazaar was by Mr. Kishore Biyani, the Group CEO and Managing Director of
Pantaloons Retail India. Though Big Bazaar was launched purely as a fashion format
including apparel, cosmetics, accessory and general merchandise. Over the years Big Bazaar
has included a wide range of products and service offerings under their retail chain.
The FutureBazaar.com’ promise as given by the General Manager:

Manufacturer’s warranties on all products

Future Bazaar sells only original products from authorized dealers; so all applicable
products carry the original manufacturer’s warranty. Customers can visit any of the
authorized service centers of the manufacturer if required. The invoice accompanying the
product is your warranty document, so please preserve it.

Guaranteed Delivery

Future bazaar guarantees to deliver the exact product you selected, without defects. In
case you have received a different product, or if the product was damaged in transit,
please let us know and we will ensure that we replace the product or ensure that your
money is refunded. Please note that delivery times vary according to products to products
95%of our deliveries take place within the committed time period. For the occasional
delays, we will contact you and update you about the status.

Secure Payments

We are committed to ensuring that no payment misuse happens, so we work with bank
and payment gateways to ensure that your information is protected. Payments are
protected both by us and by the policiesof your bank, and the chances of fraud in these
channels are actually very low.

We also have a Risk Management team that scrutinizes all payments to ensure that
there are no fraudulent transactions. Our office address is also available for anyone who
wishes to contact us in person. moreover, being part of India’s largest retail company with
a presence all over India, we are omnipresent.

Our simple 15-Days Return Policy – No questions asked!

If you have purchased something at FutureBazaar.com ad the product did not meet your
expectations or does not fit your needs, then you can return the product to us, no
questions asked, as long as it is in its original packaging and accompanied by its invoice.
Just contact our Customer Care and we’ll arrange to pick up the product from your home
– simple.

Prompt Customer Support

Our Customer Care is manned by dedicated personnel, who can take decisions and
resolve your problems. They are empowered to solve your problems and are aware of the
processes and means to handle them. In case they cannot solve the problem at their end,
they will trigger the required action on your half or advise you the best possible method to
a successful fulfillment of all your queries/issues. Be assured that when you call us, your
call is being taken seriously.
Chapter 4
 RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

The survey technique is intended to secure one or more items of information from a
sample of respondents who are representatives of a larger group. The information is recorded
on a form known as questionnaire. As data are gathered by asking questions from persons
who are believed to have desired information, the method is known as questionnaire
technique.

REASONS FOR WIDE USE OF THIS METHOD:

 It can secure both quantitative and qualitative information directly from the
respondents.
 It is the only method of directly measuring attitudes and motivations.
 It is quite flexible in terms of the types of data to be assembled, the method of
collection or the timing of research.

Meaning of Research
According to D. Slessinger and M. Stephenson in the Encyclopedia of social sciences
define research as “the manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that knowledge aids in
construction of theory or in the practice of an art”.

TYPES OF RESEARCH
1. Exploratory Research,
2. Descriptive Research.
Exploratory Research:

Exploratory research studies are also termed as formulate research studies. The main
purpose of such studies in that of formulating a problem for more precise investigation or of
developing the working hypothesis forms an operational point of view.

Descriptive Research:

Diagnostic Research studies determine the frequency with something occurs or its
association with something else.

In this project, information pertaining to customer needs satisfaction and their

demographic profile was collected; hence it is a descriptive research.

1) Primary data: Primary sources of data are the data which

needs the personal efforts of collect it and which are not readily available.
Primary source of data are the other type of source through which the data was collected.

Following are few ways in the data was collected:

1. Questionnaires: It is the set of questions on a sheet of paper was being given to fill it,
bases on which the data was interpreted.

2. Direct interviewing: Direct interviewing involved the process where i asked the
questions directly to the customers and I got the feedback.

2) Secondary data: Secondary sources are the other important sources through which the
data was collected.
 These are the readily available sources of the data where one had need not put much
effort to collected, because it is already been collected and part in an elderly manner by
some researcher, experts and special.

The secondary sources helpful for the study were

1) Text books like marketing management research methodology,

advertisement and sales promotion etc.
2) Internet was made use for the collection of the data.
3) Newspapers were also referred.
4) Business magazines were referred.

1. Sample size: By using judgment random sampling technique 100 respondents are
selected for the purpose of the study.

2. Period of study: The study is undertaken in the duration of 35 days.

3. Research approach: The survey method was adopted for collected the primary
data. Survey research is systematic gathering of data from respondent through
questionnaire.

4. Research instrument: The data for this research study was collected by survey
technic using interview method guided by questionnaire.

5. Collection of Data: Questionnaire and personal interviews are the methods that I
have used for collecting the data.
Chapter 5
 DATA ANALYSIS
 INTERPRETATIONS
 CONSUMER BEHAVIOR QUESTIONAIRE

Q1. How do you come to know about Big Bazaar?

Promotion No. of Customers Percentage (%)

Advertisement
Colleagues references
Friends/Relatives references
Any other specify
Total
8 40
5 25
3 20
4 15
20 100

15%
20%
25%

Advertisement
Colleagues references
Friend/Relatives references
Any other

40%

INTERPRETATION:

From the above study 40% of respondents from Advertisement, 25% of

respondents from Colleagues and 20% of respondents from Friends/Relatives
Remaining 15% of respondents from others.
Q2. How frequently do you visit Big Bazaar?

Particulars No. of Customers Percentage (%)

Once in a week
Twice in a week
Once in every 15 days
Once in a month
Total
7 35
7 35
4 20
2 10
20 100

43%
45%

40%

35% 30%
30%

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

10%

5%

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

INTERPRETATION:

From the above study,35% of respondents from once in a week, 35% of

respondents from twice in a week and 15% of respondents from every 20 days
Remaining 10% of respondents from every month.
Q3. What is the main purpose of Purchase?

Particulars No. of respondents Percentage (%)

Personal usage/consumption 11 55
To Gift 6 30
Any other pl. Specify 3 15
Total 20 100

purpose

100% 71%

50%
19%
10%

0% No. of respondents

INTERPRETATION:

From the above table we can conclude that the major numbers of respondents of
55% personal usage, 30% to gift and remaining 15% any other.
Q4. Which category of products do you buy most at Big Bazaar?

Aspects No. of respondents Percentage

Food items 9 45
Clothes 7 35
Electronics 3 15
Any other pl. Specify 1 5
Total 20 100

category

45%
40%
35%
30%
25% 45%
No. of respondents
20%
33%
15%
10% 20%

5%
2%
0%
Food items Clothes Electronecs Any other pl.
Specify

INTERPRITATION:

From the above study 45% of respondents from Food items, 35% of
respondents from Clothes and 15% of respondents from Electronics 5% of
respondents from others.
Q5. You prefer to go in Big Bazaar with?

Particulars No. of respondents Percentage (%)

Family members 6 30
Spouse 4 20
Friends 8 40
Others 2 10
Total 20 100

No. of Customers

4%
28%

Family members
Spouse
55%
13% Friends
Others

INTERPRETATION:

From the above study 30% of respondents from Family, 20% of respondents
from Spouse and 40% of respondents from Friends and remaining 10% are
others.
Q6. Which mall you like the most in the city?

Particulars No. of respondents Percentage (%)

Big bazaar 8 40
Spencer 5 25
Reliance 3 15
Easy Day 4 20
Total 20 100

No. of respondents
70%
60%
60%

50%

40%

No. of respondents
30%

20% 15%
12% 13%
10%

0%
Big Bazaar Spencer Relaince Easy Day

INTERPRETATION:

From the survey it is observed the 40% of respondents for Big Bazaar, 25% of
respondents for Spencer, 15% of respondents for Reliance and only 20% of
respondents are Easy Day.
Q7. What is the reason behind purchasing in Big Bazaar?

Particulars No. of Respondents Percentage (%)

Good satisfaction over products 5 25
Reasonable prices 11 55
More offers 3 15
Any others 1 5
Total 20 100

No. of respondents
80% 76%

70%

60%

50%

40%
No. of respondents
30%

20%
10% 12%
10%
2%
0%
Good satisfaction Reasonable More Offers Any others
over products prices

INTERPRETATION

From the study it is observed that 25% of respondents for Good satisfaction
over products, 55% of respondents for Reasonable prices, 15% of respondents
form more offer and 5% of from any other.
Q8. How do you rate the pricing of products at Big Bazaar?

Particulars No. of Respondents Percentage (%)

Expensive 3 15
Competitive 4 20
Affordable 7 35
Reasonable 6 30
Total 20 100

No. of respondents

9%
21%

Expensive
Competitive
36% Affordable
Reasonable
1.2

INTERPRETATION:

From the above study 15% of respondents from Expensive, 20% of respondents
from Competitive and 35% of respondents from Affordable 30% of respondents
from Reasonable.
Q9. Why do you prefer to shop in Big Bazaar?
Particulars No. of respondents Percentage
Availability of adequate stock 2 10
Convenience of location and timing 4 20
Offers and discounts 9 45
Variety of products 5 25
Total 20 100

No. of respondents
40%
36%
35%

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

10%

5%

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

INTERPRETATION:

From the above study 10% of respondents from Availability of adequate stock,
20% of respondents from Convenience of location and timing, and 45% of
respondents from offers and discounts, 25% of respondents from variety of
products.
10. What more facility would you like to get at Big Bazaar?

facilities No. of respondents Percentage (%)

Membership card 4 20
Discount card 9 45
Free parking offers 1 5
Lucky draw 6 30
Total 20 100

No.of respondents

18%

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

INTERPRETATION:

From the data specified, 20% of customers are interested in membership card,
whereas 5% are interested in parking offers, 30% are interested in lucky draw
but more than half are interested in discount card i.e.45% by this we can say
that most of the customers prefer to have discount cards at Big Bazaar.
Chapter 6
 FINDINGS
 SUGGESTIONS
 CONCLUSION
From the responses of 20 customers the findings can be listed as:

1. From the above study 40% of respondents from Advertisement, 25% of

respondents from Colleagues and 20% of respondents from
Friends/Relatives Remaining 15% of respondents from others.
2. From the above study,35% of respondents from once in a week, 35% of
respondents from twice in a week and 15% of respondents from every 20
days Remaining 10% of respondents from every month.
3. From the above table we can conclude that the major numbers of
respondents of 55% personal usage, 30% to gift and remaining 15% any
other.
4. From the above study 45% of respondents from Food items, 35% of
respondents from Clothes and 15% of respondents from Electronics 5%
of respondents from others.
5. From the above study 30% of respondents from Family, 20% of
respondents from Spouse and 40% of respondents from Friends and
remaining 10% are others.
6. From the survey it is observed the 40% of respondents for Big Bazaar,
25% of respondents for Spencer, 15% of respondents for Reliance and
only 20% of respondents are Easy Day.
7. From the study it is observed that 25% of respondents for Good
satisfaction over products, 55% of respondents for Reasonable prices,
15% of respondents form more offer and 5% of from any other.
8. From the above study 15% of respondents from Expensive, 20% of
respondents from Competitive and 35% of respondents from Affordable
30% of respondents from Reasonable.
9. From the above study 10% of respondents from Availability of adequate
stock, 20% of respondents from Convenience of location and timing, and
45% of respondents from offers and discounts, 25% of respondents from
variety of products.
10. From the data specified, 20% of customers are interested in membership
card, whereas 5% are interested in parking offers, 30% are interested in
lucky draw but more than half are interested in discount card i.e.45% by
this we can say that most of the customers prefer to have discount cards at
Big Bazaar.
 RECOMMENDATIONS

An attempt has been made to suggest to the Big Bazaar a few measures. These
suggestions have been made within the preview of the data available.
1) The company must go for some more promotional activities rather than
TV, advertisement, hoarding and newspapers.

2) The company has to conduct the periodical meetings with customers and
take their valuable suggestions.

3) The company may adopt policy of discounts cards and gifts to customers
while purchasing the products.

4) Innovative efforts must be launched to improve the position through

better marketing strategies.

5) Innovative packaging can give a company an advantage over competitors.

6) The store staff should be trained adequately so as to “convince” the

Potential buyers, because his performance on jobs has great impact on
sale of a product.

7) Most of the customers belong to age group of 17-27 years. So, company
has to concentrate more on those people to enhance the sales.

8) Moreover, the company has to concentrate more on the customers of age

group of 28-37 years to enhance the sales.
 CONCLUSION

Consumer’s behavior is often studied because certain decisions are significantly

affected by their behavior or expected actions. For this reason consumer
behavior is said to be applied discipline.

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

behavior is the significant role it plays in our lives. Much of our time is
spent directly in the market place, eating or engaging in other activities. A
large amount of additional time is spent thinking about products and
services, talking to friends about them, and seeing or hearing
advertisements about them. In addition, the goods people eat and the
manner in which they use them significantly influence how they live their
daily lives. These general concerns alone are enough to justify our study
of consumer behavior. However, many seek to understand the behavior of
consumers for what are thought to be more immediate and tangible
reasons.
 The main reason behind this project was to find out the behavior of the
consumer buying behavior while shopping at mall because most of the
population surveyed preferred to shop at malls and how day by day the
consumers demands are increasing and through this project I came to
know that what are the various behavior of a typical customer who shops
at mall.
Chapter 7
 QUESTIONNAIRE
 BIBLIOGRAPHY
 QUESTIONNAIRE
“A STUDY OF CUSTOMER BEHAVIOUR ON BIG BAZAAR”

Personal details :

Name :-
_______________________________________________________________

Address :-
________________________________________________________________

Work details :

Q1) How did you come to know about Biz Bazaar?

a) Advertisement
b) Colleagues references
c) Friends/relatives references
d) Any other specify

Q2) How frequently do you visit Big Bazaar?

a) Once in a week
b) Twice in a week
c) Once in every 15 days
d) Once in a month

Q3) What is the main purpose of purchase?

a) Personal Usage / consumption
b) To Gift
c) Any other pl. Specify
Q4) Which category of Products do you buy most at Big bazaar?
a) Food items
b) Clothes
c) Electronics
d) Any other pl. Specify

Q5) You prefer to go in Big Bazaar with

a) Family members
b) Spouse
c) Friends
d) Others

Q6) Which mall you like the most in the city

a) Big bazaar
b) Spencer
c) Reliance
d) Easy Day

Q7) What is the reason behind purchasing in Big Bazaar?

a) Good satisfaction over products

b) Reasonable prices
c) More offers
d) Any others

Q8) How do you rate the pricing of products at Big Bazaar?

a) Expensive
b) Competitive
c) Affordable
d) Reasonable

Q9) Why do you prefer to shop in Big Bazaar?

 a) Availability of adequate stock
b) Convenience of location and timing
c) Offers and discounts
d) Variety of products

Q10) What more facility would you like to get at Big Bazaar?
a) Membership Card
b) Discount Card
c) Free packing Offers
d) Lucky draw Offer
 BIBLIOGRAPHY

Text Books

Consumer Behavior: Schiffman & Kanuk

Principles of Marketing: Kotler Philip

Websites:

www.consumerbehavior.com

www.bigbazaar.com

www.pantaloon.com

www.futuregroup.com