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GLA INSTITUTE OF TECHNOLOGY AND
MANAGEMENT MATHURA, Affilated to MTU, Noida
Declaration
I, Parvendr Singh,MBA final year student of GLA Institute of
Technlogy And Management, Mathura, hereby declare that the
Research report work titled “A Study On Impulsive Buying
Behaviour Of Customer With Special Reference To Big Bazaar
” submitted in partial fulfillment of the requirements for the award
of the degree of Master of Business Administration under of
Mahamaya Technical University, Noida, is my own work.
The contents of the study in full or parts have not been submitted
to any other institution or university for the award of any Degree /
Diploma.
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Acknowledgement
A project is never the sole product of a person whose name has appeared on the cover.
Even the best effort may not prove successful without proper guidance. For a good
project one needs proper time, energy, efforts, patience, and knowledge. But without any
guidance it remains unsuccessful. I have done this project with the best of my ability and
hope that it will serve its purpose.
“To be or not to be is not anything which matters, how to be thankful is what really
matters”
It was really a great learning experience and I am really thankful to my faculties, who not
only helped me in the successful completion of this report but also spread his precious
and valuable time in expanding my knowledge base.
I wish to acknowledge my gratitude towards GLAITM, my friends and all those persons
who are responsible for the successful completion of this project.
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Executive Summary
As customers taste and preferences are changing, the market scenario is also changing
from time to time. Today‟s market scenario is very different from that of the market
scenario before 1990. There have been many factors responsible for the changing market
scenario. It is the customers changing tastes and preference, which has bought in a
change in the market. Income level of the people has changed; life styles and social class
of people have completely changed now than that of olden days. There has been a shift in
the market demand in today‟s world. Technology is one of the major factors, which is
responsible for this paradigm shift in the market. Today‟s generation people are no more
dependent on hat market and far off departmental stores. Today we can see a new era in
market with the opening up of many departmental stores, hypermarket, shopper‟s stop,
malls, branded retail outlets and specialty stores. In today‟s world shopping is not any
more tiresome work rather it‟s a pleasant outing phenomenon now.
The study is based on a survey done on customers of a hypermarket named big bazaar.Big bazaar is a new type of market, which came in to existence in India since 1994. It is a
type of market where various kinds of products are available under one roof. My study is
on determining the impulsive buying behavior of customer in big bazaar . The study will
find out the current status of big bazaar and determine where it stands in the current
market.
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This market field survey will help us in knowing the present customers tastes and
preferences. It will help in estimating the customer‟s future needs and wants.
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Introduction
The retail industry in India gathered a new momentum with the establishment of different
international brand outlets, hyper or super markets, shopping malls and departmental
stores.
The organised retail segment in India is projected to be 9 per cent of total retail market by
2015 and 20 per cent by 2020. Hypermarkets would be the largest retail segment,
accounting for 21 per cent of the total retail space by 2013 – 14.
India has one of the largest number of retail outlets in the world. The retail sector is
experiencing exponential growth, with retail development taking place not just in major
cities, but also in Tier-II and Tier-III cities. India's growing population and urbanisationprovides a huge market for organised retail. Growing economic prosperity and
transformation in consumption pattern drives retail demand.
India ranks fourth among the 30 countries that were surveyed in Global Retail
Development Index and ranked sixth in the 2011 Global Apparel Index.
Organized retail in India constitutes a very little share of around 7.8% of the total retail
market. Of that 96% is in the ten biggest cities, and 86% in the biggest six. Through the1990s organized retail added just 1million sq.ft. of space a year. From 2001 onwards, the
pace quickened dramatically and 2003 alone saw an addition of 10 million sq.ft. retail
space. As per the Marketing White book 2009-2010, Indian retail market is estimated at
US$ 280 billion but organized retail is estimated at only US$ 14 billion. The sector
accounts for over 10% of the country's GDP and 8% of total employment of the nation's
workforce. Growth in the retail sector had fuelled a rapid mall building scenario across
the country, with the total number of malls expected to increase to 600 by 2010 from an
estimated 300 by end of 2007. Several retailers, including Indian corporate houses, are
foraying into the retail sector through different formats, unlike foreign retailers who
usually maintain three to four formats.
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Evolution of Retail Market in India
India as a country has the most unorganized retail market. "Kirana stores" the traditional
retail outlets work with an age old set up of a shop in the front & house at the back. More
than 99% retailers function in less than 500Sq.Ft of area. The producers distribute goods
through C & F agents to Distributors & Wholesalers. Retailers happen to source the
merchandise from Wholesalers & reach to end-users. The merchandise price gets inflated
to a great extent till it reaches from Manufacturer to End-user. Selling prices are largely
not controlled by Manufacturers.
The vibrant change in the market that has occurred in the past decade has made retailing
probably the hottest area to venture into. There is an elementary budge stirring in the
market.
In India Retail Industry has undergone with two different phases and in recent past it is
changing at faster speed form traditional Informal retailing sector to modern Formal and
Organized Retailing sector.
Informal Retailing Sector, consisting of typically small retailers who most of times
organize the things through sole proprietorship type of organizations. Due to there small
size and lack of capital investment they were mainly suffering from inefficient supply
chain management and approximately no monitoring of labor laws. Even from the
government's point of view, there was enough tax evasion as the tax enforcing
mechanism could never be applied over then due to their complex structure.
Formal Retailing Sector, consist of large retailers, who generally made available all
the consumer goods at one center. They are managed by corporate houses and
involves huge capital intake with them. As they are 'organized' there is absolute
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opportunity of application of tax mechanism and it also involves high level of labor
usage monitoring. Some leading corporate houses dealing with retail market are:
TATA: - Tata Trent, RPG Group: - Food World, Health and Grow etc., ITC: - Wills Life
Style, RAHEJAS: - Shoppers Stop, HIRANADANI (HAIKO) & DLF: - DT Cinemas.
There are different formats adopted by the corporate bodies such as:-
Dedicated Brand Outlets: - Nike, Reebok, Zodiac etc.
Multi Brand Outlets: - Vijay Sales, Viveks's etc.
Outlets of Manufacturer's/ Exporters: - Pantaloon, Bata, Weekender and Globs etc.
Modern Format Retailers
Traditional Format Retailers
Factors supporting the emergence of organized Retail sector
Increased purchasing power of the customers
Young population as Indian consumers
Shift in the consumption patterns
More Tier-2 cities emerging across the country
Better infrastructure facilities and Improved logistics
Major Formats of In-Store Retailing:
Format Description The Value Proposition
Branded
Stores
Exclusive showrooms either owned or
franchised out by a manufacturer.
Complete range available
for a given brand, certified
product quality
Specialty
Stores
Focus on a specific consumer need, carry most
of the brands available
Greater choice to the
consumer, comparison
between brands is possible
Department
Stores
Large stores having a wide variety of
products, organized into different departments
such as clothing, house wares, furniture,
appliances, toys, etc.
One stop shop catering to
varied/ consumer needs.
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Supermarkets Extremely large self-service retail outletsOne stop shop catering to
varied consumer needs
Discount
Stores
Stores offering discounts on the retail price
through selling high volumes and reaping
economies of scale
Low Prices
Hyper- mart
Larger than a supermarket, sometimes with a
warehouse appearance, generally located in
quieter parts of the city
Low prices, vast choice
available including
services such as cafeterias.
Convenience
stores
Small self-service formats located in crowded
urban areas.
Convenient location and
extended operating hours.
Shopping
Malls
An enclosure having different formats of in-
store retailers, all under one roof.
Variety of shops available
to each other.
Indian Retail- expanding the number of formats:
In modern retailing, a key strategic choice is the format. Innovation in formats canprovide an edge to retailers. Organized retailers in India are trying a variety of formats,ranging from discount stores to supermarkets to hypermarkets to specialty chains.
Formats Adopted by Key Players in India :
Retailer Original formats Later Formats
RPG Retail Supermarket (Food world)Hypermarket (Spencer's)Specialty Store
(Health and Glow)
Piramal'sDepartment Store (Pyramid
Megastore)Discount Store (TruMart)
Pantaloon
Retail
Small format outlets
(Shoppe)
Department Store(Pantaloon)
Supermarket (Food Bazaar)
Hypermarket (Big Bazaar) Mall (Central)
K Raheja
Group
Department Store (shopper's
stop)
Specialty Store (Crossword)
Supermarket (TBA)
Hypermarket (TBA)
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Tata/ Trent Department Store (Westside) Hypermarket (Star India Bazaar)
Landmark
GroupDepartment Store (Lifestyle) Hypermarket (TBA)
OthersDiscount Store (Subhiksha, Margin Free, Apna Bazaar), Supermarket
(Nilgiri's), Specialty Electronics
Introduction About the Company
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Pantaloon Retail India Ltd (PRIL) has emerged as the leading retailer in India with its
chain of Pantaloon, Big Bazaar and Food Bazaar stores. With the right mix of
management capabilities, high growth product profile, well-developed strategy and
extensive IT and logistics capabilities, PRIL has ensured rapid growth. More importantly,
while most organized retailers are struggling to be in black, PRIL has demonstrated a
consistent track record of profitable growth.
PRIL has chalked out an aggressive expansion plan to increase its retail space to over
1,740,000 sq.ft. over the next two years. Space for additional 4 Pantaloon‟s, 11Big
Bazaars and 2 Food Bazaar‟s has already been finalized, and these would be Operational
over the next two years. PRIL aims to set up over 30 Food Bazaar‟s and is scouting for
appropriate locations for the same.
After popularizing the concept of hypermarket in India, PRIL is now also setting up a
new format shopping mall in the country under the name „Central‟. The format would be
on the lines of a Selfridges in London or a Central Mall in Bangkok. Two malls of
100,000 and 240,000 sq.ft. are being set up in Bangalore and Hyderabad respectively
Pantaloon Retail (India) Ltd. The Company's principal activity is to operate chain retails
stores in names of Big Bazaar, Food Bazaar, Central and Pantaloons. The Big Bazaar is
the discount store which offers a wide range of products under one roof. The products
include apparels and non-apparels such as utensils, sports goods and footwear. The
Company also has its presence into gold retailing by launching Gold Bazaar. The
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Company's Food Bazaar provides a range of food and grocery products ranging from
fresh fruits and vegetables, staples, FMCG products and ready-to-cook products. The
Central offers a chain of stores including books and music stores, global brands in
fashion, sports and lifestyle accessories, grocery store and restaurants. The Pantaloon
retail stores focus largely apparels and accessories.
Pantaloon: Fashion by Pantaloon
Pantaloon is the company's departmental store and part of life style retail format. In fact,
PRIL took its very initial steps in the retail journey by setting up the first Pantaloon store
in Kolkata in 1997. In a short time Pantaloon has been able to carve a special place for it
self in the hearts and minds of the aspirational Indian customers. The company has depth
of offering for both men and women at affordable prices. A striking characteristic of Pantaloon has been the strength of its private label programme. John Miller, Ajile.
Scottsvile, Lombard, Annabelle are some of the successful brands created by the
company. With 13 stores across the country and an ever-increasing stable of private
brands, Pantaloon - in the coming years is poised to become a leading fashion trendsetter.
Big Bazaar: Is se sasta aur acha kahin nahin
Big bazaar is the company‟s foray into the world of hypermarket discount stores, the first
of its kind in India. Price and the wide array of products are the USP‟s in Big Bazaar.
Close to two lakh products are available under one roof at prices lower by 2 to 60 per
cent over the corresponding market prices. The high quality of service, good ambience,
implicit guarantees and continuous discount programmes have helped in changing the
face of the Indian retailing industry. A leading foreign broking house compared the rushat Big Bazaar to that of a local suburban train.
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Diversity of product range will ensure profitable volume growth To achieve better return on retail space, PRIL uses certain product categories as margin
managers and certain product categories to generate traffic. The food and groceries
business will act as key volume growth driver while high share of apparel (which account
for over 80% sales in Pantaloon Stores and 40% in Big Bazaar) will enable PRIL to
maintain high margins. The management has demonstrated its ability to improve stock
turnovers in both the formats successfully, which has enabled significant margin
improvement.
Fully integrated value chain and own labels give competitive edge
PRIL has a completely integrated value chain in apparels from fabric manufacturing to
apparel manufacturing, branding, distribution to retailing. The company controls the total
value chain from yarn to apparel retailing and gives a competitive edge in terms of speed
of delivery; lower inventory carrying costs and better realizations. Also, large part of
PRIL‟s apparel revenues comes from own private labels. PRIL has developed significant
competencies in apparel branding over a period of time and has developed own labels
(John Miller, Shrishti, Bare, Annabelle, AFL) in all the apparel product categories.
Worldwide, private labels give higher margin to retailers than the national brands.
Also growth of private labels is faster as retailer controls shelf space and visibility. Other
initiatives such as faster turnover of stocks by introducing 6 seasons in a year (against 2
earlier) has helped in bringing down inventory levels and at the same time providing
wider choice to customer and improving frequency of customer visits.
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High scalability of business model – multiplier effect will set in
Size and scale drive economies on procurement and lower logistics costs, which enables a
retailer to deliver better value to customers. The hyper-market format has much higher
scalability as compared to the pure apparel-retailing format. Also, the potential to expand
and scale is virtually unlimited in the food & grocery segment, where efficiencies
improve dramatically with scale as the multiplier effect sets in. Food constitutes the
largest expenditure item (estimated at over 50%) of an average
Indian‟s monthly personal expenditure. However, the share of modern retail formats in
the Rs6700bn Food & Grocery market is a minuscule 0.3%, revealing the high growth
potential in the segment.
New product categories and innovative tie-ups to aid growth
PRIL offers large number of products to the customer to give them better choice for
selection. Different product categories have different depth and width in merchandise
offering. Besides, PRIL has tied up with Shop-in-Shop partners in its Big Bazaar stores.
Some product categories where the company does not have core competency or does not
want to invest, but would attract customers are catered through these partners.
Eventually, in the long run, the Company may manage some of these product categorieson its own as volumes grow and it develops competencies in these businesses.
Shop-in-Shop partners typically pay a fixed rental for their space and share a part of their
profits. By expanding the range of product offerings and retail formats, PRIL today has
been able to target a much larger share of the consumer‟s basket (about 70% as against
less than 8% in 1994).
PRIL will be adding new product categories to its business in both Pantaloons as well as
Big Bazaar stores. Gold, Investment products, White goods and Appliances, Footwear
will be the new product categories that will be added. These product categories will help
in improving Walk In‟s into its stores and generate additional business from the existing
categories too.
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Competition from global players would pose a major threat
Most global retailing majors have been keen on entering into the huge untapped Indian
market. However policy restricts Direct Foreign Investment in the sector. There is a high
likelihood of the Government lifting restriction on FDI into the retail sector in the near
future. Entry of these foreign giants - with significant experience and skills in retail
management would increase competition for PRIL. However, we believe that given the
widely dispersed and heterogeneous nature of Indian markets, a foreign entrant would
find it extremely difficult to establish a national presence. Pantaloon with its early
Mover advantage and understanding of local markets is well entrenched to retain high
customer share.
Pantaloon Retail (India) Limited (PRIL) was incorporated on October 12, 1987 as Mainz
Wear Private Limited under the stewardship of Mr. Kishore Biyani. It was converted into
a public limited company in September, 1991. The company sold branded garments
under Pantaloon, Bare and John Miller brands. PRIL set up its first menswear Pantaloon
Shoppe outlet in 1993. The company‟s name was changed to Pantaloon Retail (India)
Limited in 1999, when it made a full-fledged entry into the retail segment through the
Pantaloons Family Store.
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Emerging trends in organized retailing
Over the last five years, a number of large business groups such as Tata‟s, RPG, Raheja‟s
and Piramal‟s has set up stores/malls and built businesses within retail. These include the
Rs1.9bn Food World - a leading supermarket chain set up by RPG; the Raheja ‟s Rs1.8bn
Shopper‟s Stop - a multi-brand departmental outlet and the Crossroads Mall set up by the
Piramal‟s. While many of these initiatives were initially driven by the need to use
existing real estate, they are beginning to assume the contours of a serious business today.
Fuel retailers, notably BPCL and HPCL are also expanding their presence from fuel retail
to grocery and convenience stores. Suitability of location, optimal utilization of real
estate, diversifying business to reduce reliance on the commodity nature of fuel retail
business and improve margins are the key factors that has lead fuel majors to
enter into the retailing.
Also, existing family owned businesses are expanding their businesses. The more
successful of them are the Nilgiris - a Bangalore base food retailer, Viveks - a 40-year old
Chennai based chain selling consumer durables and Narula‟s - the food chain in North
India.
Theme for a mall
Although the retail sector in India highly fragmented and consists predominantly of
small, independent, owner-managed shops, it happens to be the country's second largest
employer after agriculture. The country is currently witnessing a boom in retailing,
thanks mainly on account of an increase in the disposable incomes of middle and upper-
middle class households.
More and more corporate houses, including large real estate companies, are now entering
the retail business directly or indirectly. One sign of the modernization of Indian retailing
is the rapid growth in the number of specialty malls and theme malls. The Piramals,
Tatas, Rahejas, ITC, S. Kumar's, RPG Enterprises, Aerens, Omaxe and mega retailers
like Crosswords, Shopper's Stop and Pantaloon have taken the lead in organized retailing.
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Emergence of specialty retailing
Though organized retailing is still at a nascent stage - accounting for only around two per
cent of the $180 billion retail market in India - it is likely to touch 10 per cent by the end
of this decade. Four product categories have led the organized retailing wave: foods,
apparel, lifestyle products, consumer durables and electronics. In recent times, several
theme malls such as Gold Souk (jewellery malls), Wedding Mall, Electronic Mall, Auto
Mall, etc catering to specific needs and occasions have been completed or announced.
Many top developers are now toying with the idea of developing specialty malls.
Specialty malls are already a success in the West, whereas the concept is in its infancy in
India. One could venture so far as to say specialty and theme based retailing will drive
the growth of organized retailing in India.
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ORGAINSED RETAILING
Organised retailing got a leg up during 2008 with the opening of new format stores, rapid
growth of existing players, start-up of new-generation shopping malls, the Government'sintention of allowing a certain level of foreign direct investment in retail and the
formation of a retailers' association. With consumer sentiment positive during most of
2008, it led to substantial spending across a number of categories such as consumer
durables, clothing and lifestyle, automobiles and telecom products. At the beginning of
this decade, organized retailing accounted for a mere $2.9 billion in India. This is only
1.25 per cent of the estimated total retail market. This share has already grown to 2 per
cent. Growth projections for retail business vary widely. Some studies estimate that by
2011, the share of organized retail in the retail pie will jump three times to reach 5-6 per
cent.
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Major retail players in India
Future Groups-
Raymond Ltd.
Spencers-
Reliance
Aditya Birla Group -
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Impulsive buying behavior of Customer
Impulsive purchasing, generally de fined as a consumer‟s unplanned
purchase which is an important part of buyer behavior. It accounts for as much as
62% of supermarket sales and 80%of all sales in certain product categories. Thoughimpulsive purchasing has attracted attention in consumer research. Unfortunately, there is
a dearth of research on group-level determinants. This research suggests that the
presence of other persons in a purchasing situation is likely to have a normative
influence on the decision to make a purchase. The nature of this influence,
however, depends on both perceptions of the normative expectations of the individuals
who expert the influence and the motivation to comply with these expectations. Peers and
family members are the two primary sources of social influence, often have different
normative expectations. Thus, it has been evaluated two factors that are likely to
affect the motivation to conform to social norms The inherent susceptibility to
social influence and b)The structure of the group Group cohesiveness refers to the
extent to which a group is attractive to its members. The theory proposed by Fishbein
and Ajzen helps conceptualize these effects. This theory assumes that behavior is
a multiplicative function of expectations for what others consider to be socially
desirable and the motivation to comply with these expectations.
Promoting impulse buying behavior
The business implications are fairly obvious. If businesses wish to promote impulse
buying, they should create an environment where consumers can be relieved of their
negative perceptions of impulse. Businesses should stress the relative rationality of
impulse buying in their advertising efforts. Similarly, they should stress the non-
economic rewards of impulse buy
Additionally, businesses can make the environment more complex, further straining
consumers‟ abilities to process information accurately. Such techniques as stocking more
merchandise, creating stimulating atmospherics, and increasing information may be
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useful to stimulate impulse buying. Businesses have to make impulse purchasing more
risk-free, through convenient return policies, or increase enablers such as credit and store
hours. Importantly, this model also offers options for consumers to control their buying
impulses, if they choose to, or feel better about their impulse buying, by relieving their
negative evaluations of impulse.
How to promote impulsive buying
Emphasise needs versus wants
Highlight that it will not impact on their shopping budgets over time
Create a store environment which dazzles them and where they loose control
Provide flexible payment methods. Some people have less cash in your wallet andsometimes leave credit cards at home
Avoid making the customer wait 24 hours before making an unplanned purchase
Demonstrate that this deal/offer will not last tomorrow before they realize that
such deals occur on a regular basis
Stress on the emotional aspect of owning the product.
Good amount of effort should be put into messages which should make consumer
recognize that buying on impulse is not bad. Once consumers recognize that products are
more than commodities and that they are buying to please their desires, they will feel
more comfortable with the impulse buying decision.
Traditionally impulse buying is defined as “Unplanned buying refers to all purchases
made without such advance planning and includes impulse buying, which is distinguished
by the relative speed with which buying “decisions” occur. Impulse buying occurs when
a consumer experiences a sudden, often powerful and persistent urge to buy something
immediately. The impulse to buy is hedonically complex and may stimulate emotional
conflict. Also, impulse buying is prone to occur with diminished regard for its
consequences.”
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Why people buy impulsively?
Some say that it acts as a stress reliever
Perceive it as the best buy of that time
People are captivated as an audience
Consumers have extra money in their budget
These are some of the characteristics of impulsive buying
Unplanned, Spontaneous and intense urge to buy the purchaser often ignoring the
consequences
Without much prior knowledge of the product or intension to buy
A kind of emotional and irrational purchase often for reasons like fun, fantasy and
social and economic pleasure
Consumer often regret their purchase after purchasing
Internal factors affecting impulsive buying
Depends on the mood of the individual, positive mood triggers impulsive buying
Impulsive buying is more a need than a want Potential entertainment and emotional worth of shopping
Cognitive/affective
External factors affecting impulsive buying
Windows display
Visual merchandising
In-store form display
Promotional signage
Word of mouth messages
E-commerce
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Impact of impulsive buying on the consumer
Disturbs the overall financial budget
Often gives product dissatisfaction and less alternatives are considered
People who go for impulsive buying often have post purchase regret
Irrational decision making being more emotional
The managerial implications of this analysis should be fairly obvious. If retailers wish to
promote impulse buying, they should create an environment where consumers can be
relieved of their negative perceptions of impulse. Retailers may stress the relative
rationality of impulse buying in their advertising efforts. Similarly, they may stress the
non-economic rewards of impulse buying.
Additionally, retailers can make the environment more complex, further straining
consumers' abilities to process information accurately. Such techniques as stocking more
merchandise, creating stimulating atmospherics, and increasing information may be
useful to stimulate impulse buying. Retailers can make impulse purchasing more risk-
free, through convenient return policies, or increase enablers such as credit and store
hours.
Consumers
Impulse buying processes are alternatives to planned decision making and consumers
must use these techniques with that in mind. If impulse is a response to information
overload, consumers may reduce the information processing demands by restricting their
search either to a few products or to several features of a larger number of products. They
may also develop decision aids, such as lists, comparison tables or graphs, reducing
reliance on heuristics. Similarly, they can allow enough time for gathering information
and evaluating options before purchase. These options will help make purposeful analysis
less frustrating and more productive. Other options include limiting unnecessary
emotional distractions like shopping buddies, especially children. Consumers can also
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Remember then that shopping is fun. If you do, and you encourage your employees, then
the impulse shoppers will come to your store because it is a pleasure. And they will buy.
The understanding of impulse purchasing was greatly improved through Stern's
identification of four distinct classifications of impulse purchasing: planned, pure,
reminder and suggestion impulse purchasing. The four categories are as follows:
(1) Pure impulse buying is a novelty or escape purchasing which breaks a normal buying
pattern;
(2) Reminder impulse buying occurs when a shopper sees an item and remembers that the
stock at home is exhausted or low or recalls an advertisement or other information about
the item and a previous decision to buy;
(3) Suggestion impulse buying occurs when a shopper sees a product for the first time
and visualizes a need for it, even though he has no previous knowledge of it; and
(4) Planned impulse buying occurs when a shopper enters the store with some specific
purchases in mind, but with the expectation and intention to make purchases that depend
on price specials, coupon offers, and the like.
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NEED FOR THE STUDY
Impulsive purchasing, generally defined as a consumer‟s unplanned purchase is an
important part of buyer behavior. It accounts for as much as 62per cent of supermarket
sales and 80per cent of all sales in certain product categories. Moreover it can beunderstood from various literature reviews that Indian consumer‟s exhibits impulsiveness
and price consciousness behavioral dimension. Retail consumers tend to purchase
impulsively as they do not plan in advance and they also go for other brand if their
preferred brand is not available in a particular store. They are influenced by the store
brands‟ prices and try them during discounts and if the quality is delivered. In turn the
satisfied customers prefer to visit the retailer again and again. Thus, it could be concluded
that customer loyalty is customer‟s intention to purchase a specific product or services in
future repeatedly and customer loyalty is an important indicator of store health.
Customers can have long-term loyalty to the retail outlets. Long-term loyal customers do
not easily Change their store and product choice. Researchers understand that impulsive
buyers can be converted into loyal customer if they are satisfied. Moreover, it also
understood from that review of earlier studies that though impulsive purchases has
attracted much attention in consumer research, unfortunately there is a dearth of research
on group-level determinants.
Purpose of the Study
The purpose of the research study is to test the association of the independent variables
that are; shopping life style, fashion involvement, pre-decision stage, post-decision stage
regarding consumer purchasing with the dependent variable that is; impulse buying
behavior of consumers who shop in the Big Bazaar.
OBJECTIVES To analyse the buying behavior of the consumers‟ of Big Bazaar.
To measure the level of satisfaction derived by the shoppers at Big Bazaar.
To assess the future relationship between the retailer and his customers.
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To offer product and services according to the behavior of consumers.
To differentiate our offerings.
To fabricate loyalty programmes according to buying behavior of consumers.
REVIEW OF LITERATURE
International Journal Of Research In Commerce & Management.
Researchers have looked into the importance of customer satisfaction (Kotler, 2000)
defined satisfaction as “person‟s feelings of pleasure or disappointment results from
comparing a products perceived performance (or outcome) in relation to his or her
expectations”. The key of achieving organizational goals consists in determining the
needs and wants of target markets and delivering the desired satisfaction more effectively
and efficiently than competitors‟ (Kotler, 1991, p.10)Muhammad Ali Tirmizi, Kashif-ul-
Rehman, M.Iqbal saif (2009), in their study on “An Empirical Study of Consumer
Impulse Buying Behavior in Local Markets” have clearly indicated that there exists a
weak association between consumer lifestyle, fashion involvement and post decision
stage of customer purchasing behaviour with the impulsive buying behaviour.
Johan Anselmsson (2006) “on sources of customer satisfaction with shopping malls,
comparative study of different customers segments”, a study mainly f ocused 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 consumer‟s
perception of choice criteria used to determine supermarket patronage has on the levels of
perceived satisfaction with a preferred store. The likely importance of quality and value
for money as choice criteria was reinforced by strength of their releationship with
satisfaction, a variable generally believed to be one of the most important in determining
store patronization and repatronization. Robert A. Westbrook, (1981) “ study on sources
of consumer satisfaction for a large conventional department store has found that
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satisfaction from multiple sources serves to raise overall satisfaction while dissatisfaction
from multiple sources corresponding lowers it. Peter Kennings (2007) study found that an
overall positive effect of trust buying behavior in food retailing. It is also found that
general trust has no influence on specific trust and the meaning of specific trust for
buying increases when general trust is low.Rajagopal (2008) in his “Study on point of
sales promotions and buying stimulation in retail stores” analyses buying behaviour in
reference to the point of sales promotion offered by retailing firm and the determinants of
sensitivity towards stimulating shopping arousal and satisfaction customer in order to
build store loyalty have been discussed in this paper. It is found that loyal customers are
attracted to the store brands. Lutz (1981) in his study has concluded that “A perspective
into consumer behaviour is motivated by a desire to understand the relationship between
attitude and behaviour” psychologists have sought to constant models to capture the
underlying dimensions‟ of an attitude. Eldon M. Kenneth E. Miller (1977) in their study
related to the post purchase communication found that it results in increased satisfaction
with the purchase letter communication.
For over fifty years, consumer researchers have strived to form a better definition of
impulse buying. Early studies on impulse buying stemmed from managerial and retailer
interests. Research in this vein placed its emphasis on the taxonomic approach to
classifying products into impulse and non-impulse items in order to facilitate marketing
strategies such as point-of-purchase advertising, merchandising, or in-store promotions.
This approach is limited by a definitional myopia, which simply equates impulse buying
to unplanned purchasing (Bellenger, Robertson, and Hirschman 1978; Kollat and Willet
1967; Stern 1962).
In response to this definitional problem, researchers began to focus on identifying the
internal psychological states underlying consumers‟ impulse buying episodes (e.g., Rook
1987; Rook and Gardner 1993; Rook and Hoch 1985). Impulse buying was redefined as
occurring "when a consumer experiences a sudden, often powerful and persistent urge to
buying something immediately. The impulse to buy is hedonically complex and may
stimulate emotional conflict. Also, impulse buying is prone to occur with diminished
regard for its consequences" (Rook 1987, p. 191). In the same vein, Hoch and
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Loewenstern (1991) explained the impulse buying as a struggle between the
psychological forces of desires and willpower.
The shift in defining impulse buying has drawn particular attention to systematically
investigating factors that may underlie or cause impulse buying. This work includes
examinations of the mood-impulse buying relationship (Gardner and Rook 1988; Rook
and Gardner 1993); the relationship between affective states, in-store browsing, and
impulse buying (Jeon 1990); the holistic processing and self-object meaning-matching in
impulsive buying (Burroughs 1996); and the normative influences on impulse buying
(Rook and Fisher 1995).
Personality Factors Potentially Related to Impulse Buying
Several measurement instruments and models of personality exist. One which may have
particular value for studying impulse buying is the Multidimensional Personality
Questionnaire (MPQ) developed by Tellegen (1982). This instrument was developed in
an exploratory manner over a period of 10 years (Tellegen and Waller, in press). Items
originally based on personality attributes identified in prior models were developed,
tested, refined and revised by empirical testing. The final instrument identified 11
primary personality dimensions (Tellegen 1982). They are wellbeing, social potency,
achievement, social closeness, stress reaction, alienation, aggression, control, harm
avoidance, traditionalism, and absorption. Among these 11 dimensions are three that
seem to have particular relevance for the study of impulse buying. These dimensions are:
Lack of Control (or Impulsivity), Stress Reaction, and Absorption.
A Lack of Control (or Impulsivity).
Control relates to the individual‟s characteristic mode of monitoring impulse. When
dimensionalized, the underlying continuum is conceived of as representing excessive
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containment of impulse and delay of gratification versus an insufficient modulation of
impulse and an inability to delay gratification. Controllers are reflective, cautious,
careful, rational, and sensible. They like to plan their activities (Tellegen 1982). On the
contrary, impulse-ridden individuals are spontaneous, reckless, and careless; they prefer
to "play things by ear." Their decisions are made rapidly and their emotional fluctuations
are readily visible. They tend toward immediate gratification of their desires even when
such gratification is inconsistent with the reality of their situation or their own ultimate
goal.
Impulse buying may be one manifestation of this personality trait Representing a lack of
control. Preferring planned-out activities seem to be counter to prior definitions of
impulse buying. Control would also run counter to Hoch and Loewenstern‟s conceptualization of impulse buying since it should provide people with the ability to
maintain high levels of willpower. A generalized lack of control or impulsivity would
therefore seem to be a potential contributor to impulse buying behaviors.
Cues That Trigger Impulse Buying
Many different factors have been suggested as triggering the impulse to purchase. By and
large, triggers are divided into two types Externals cues and internal cues (Wansink
1994). External cues are specific triggers associated with buying or shopping. They
involve marketer-controlled environmental and sensory factors. Internal cues refer to
consumers‟ self -feelings, moods, and emotional states.
Recent studies have stated that atmospheric cues in the retail environment (i.e., sights,
sounds, and smells) are important triggers that can influence a desire to purchase
impulsively (Eroglu and Machleit 1993; Mitchell 1994). Also it has been suggested that
marketing innovations such as credit cards, cash machines, instant credit, 24-hour
retailing, and telemarketing make it easier than ever before for consumers to buy things
on impulse (Rook 1987; Rook and Fisher 1995). Additionally, marketing mix cues such
as point-of-purchase, displays, promotions, and advertisements also can affect the desire
to buy something on impulse.
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Consumers‟ emotions or affective states have been regarded as potent internal triggers for
impulse buying. It is speculated that impulsive buyers are more likely to be responsive
(or sensitive) to their emotional conditions than non-impulsive buyers (Rook and Gardner1993). For impulsive buyers, their affective state can stimulate pursuit of the immediate
gratification that buying provides. In fact, recent work has proposed that buying impulses
may be partially motivated by a desire to change or manage emotions or mood states
(Gardner and Rook 1988; Rook 1987; Rook and Gardner 1993). Impulse buyers were
found to be more likely to buy on impulse in both negative moods and positive moods
than non-impulse buyers. The results suggest that impulse buyers are more prone to act
when experiencing hedonically charged moods regardless of their direction. Thus, it is
expected that both positive and negative affective states are closely ted to the tendency to
engage in impulse buying.
Most early efforts to study impulse buying behavior - those before 1987 - were concerned
with definitional issues and attempted to classify impulse into one of several sub-
categories, rather than to understand why so many consumers appear to act on their
buying impulses so frequently. This concern with developing classificational schemata
has generated a body of research that ignores the behavioral motivations leading to
impulse buying behavior for a large variety of products and instead focuses on a small
number of relatively inexpensive products. More recent studies have reported impulse
purchases across a broad range of product offerings in a variety of price ranges (Cobb
and Hoyer, 1986; Rook, 1987; Rook and Fisher, 1995). The pervasiveness of impulse
buying, even for relatively expensive products, is counter-intuitive and has led to a few
preliminary studies looking at impulse buying as an inherent individual trait, rather than a
response to inexpensive product offerings.
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RESEARCH METHODOLOGY OF THE STUDY
Technology and customers tastes and preferences plays a vital role in today‟s generation.
Research Methodology is a set of various methods to be followed to find out various
information‟s regarding market strata of different products. Research Methodology is
required for every industrial service industries for getting acquire knowledge of their
products.
RESEARCH DESIGN
Considering this work as a basic research, this study has followed descriptive researchdesign. An attempt is made in this study to understand an association between the
impulsive purchase made by the customers visiting a store and their association with the
concept of customer satisfaction. Data were collected from the potential customers of big
bazaar Mathura, Uttar Pradesh, India.
DATA COLLECTION
This study both primary & secondary data were collected for the study.
Primary Data
A questionnaire was designed to collect the primary data from the customers of BigBazaar ,Mathura.
Secondary Data
Articles on impulse buying were studied.
Measurement Technique
A questionnaire was designed by the researchers to be administered during the personal
interview. Care was taken to avoid loaded, double barreled, biased questions.
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POPULATION & SAMPLING FRAME
A Non-probability convenient sampling method was used to obtain the data from the
customers- Any shopping party leaving the Big Bazaar after making some purchases.
SAMPLING METHOD
A Sample of 100 respondents was chosen for data collection. It was observed at the end
of the week (data collected) nearly 25 questionnaires were incomplete. They were deleted
from actual population which gave a sample of 125 respondents in total.
.
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Preparation of a project report and concluding a research is a whole process which is
carried out in a number of steps. Therefore through out the whole process of research
there are a number of difficulties encountered by researcher, at every step. In the present
study we may assume following limitation.
1. The data has been collected from the respondent of Mathura city. The result are
location specific and therefore the conclusion , the applicable to a different
district have different socio-economic condition.
2. As students, the researchers had limited amount of resources (time, money, etc)
to spend on this research.
3. The study related to a service quality is entirely based on the responses given
by the respondents. The view of respondents relating to a perception ,satisfaction and expectation may be based.
4. This research focuses on the incidence of impulse buying and a few factors
affecting it such as gender of the shopper, size of the shopping bill, presence of
a shopping list and the number of items purchased. This does not suggest that
these are the only factors that influence impulse buying decisions.
5. Some other influencing factors such as in-store stimuli (communication mix,
shelf placement), consumer traits other than gender, situational factors (mood,
time, money) and normative traits of decision making have not been studied.Hence, the findings of this study cannot be extended to those areas.
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ANALYSIS
The survey is done on big bazaar. Survey is done of 100 respondents of Mathura who
come to visit big bazaar. A specific questionnaire is prepared for the customers and data
is obtained from them by moving around big bazaar and personally interacting with them.
The customers gave valuable information regarding their consumption pattern in big
bazaar. All informations are collected and a proper analysis is done.
All the analysis and its interpretations are discussed below. Each of the analysis is done
as per the information obtained from the customers and a serious interpretation has been
done to best of my effort.
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Income wise distribution of customers coming to big bazaar
Higher Income Group 5%
Middle Income Group 50%
Lower Income Group 20%
No Income Group 25%
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Analysis: The above diagram shows the distribution of income level of customers
coming in to big bazaar. Among the 200 respondents 50% of customers are of middle
income level that is between Rs20000 – 60000. Least number of customers visiting Big
bazaar are the higher income level people that constitute only 5%. The lower income
level of people coming to big bazaar constitutes of 20%. 25% of people belong to no
income group which mostly consists of students.
Interpretation: Big bazaar is the hub of shopping for middle level income group
people because of its reasonable price on its each product category. The higher-level
INCOME GROUP
5%
50%
20%
25% Higher Income
GroupMiddle Income
Group
Lower Income
Group
No Income Group
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income group people don‟t prefer to do shopping in big bazaar, as it doesn‟t deal with
branded products. The higher-level income group people are very status conscious and
their psychology is such type that they don‟t prefer much to visit big bazaar, as it is a
discounted store. The lower income group people come in to big bazaar as they get goods
at a discounted price. Hence big bazaar should include branded products in its product
category, which will encourage higher income group people to come in to big bazaar.
Probably not much of lower income group people come to big bazaar as they don‟t like to
have any shopping experience rather they just go for near by store where they can get
their necessity goods. Even they purchase goods on a regular basis on a small quantity.
So they don‟t have much interest to come to big bazaar and do shopping.
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Purpose behind visiting big bazaar
Shopping 60Outing 10
Both 30
Analysis: Out of the 200 respondents 60% of respondents visit big bazaar for
shopping, 10% for outing and 30% visit big bazaar for both the purposes.
Interpretation: From this I interpret that big bazaar is purely a shopping complex
but it also facilitates a certain kind of ambience and decorum to the people that they also
visit it for the purpose of outing. The infrastructure and ambience of big bazaar is so that
people even like to go there even also they don‟t have to purchase anything. People enjoy
doing shopping in big bazaar. This is very nice for it as often customers purchase some
goods while moving I the building.
PURPOSE
60%
10%
30%
Shopping
Outing
Both
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Demand for other retail outlets in a mall
Garment Outlet 40%
Footwear Outlet 15%Food Court 20%
Entertainment 10%
Gift Corner 10%
Jewellery and Watches Store 5%
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Analysis: The above graph shows that 40% of people visit garment outlet in a mall
other than that of big bazaar. 20% of people also prefer to visit food court in a mall other
40%
15%
20%
10%
10%
5%
garment outlet
foot wear outlet
food court
entertainment
gift corner
jewelery andwatches
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than big bazaar. 15% of the people go to footwear outlet in a mall other than big bazaar.
10% of people also go to mall for entertainment purpose. Some people that are 15% each
also visit gift corner store and jewellery & watches store in a mall other than big bazaar.
Interpretation: From this analysis I come to know that most of the people tend to
visit garment outlets in a mall other than big bazaar as it has some exclusive branded
outlets. People also go for footwear stores as malls have branded footwear stores in it.
People go for watching movies to mall for entertainment. Yet a few people visits gift
corners and jewellery stores in a mall. This is of course a threat for big bazaar that it is
not able to attract customers from other retail outlets and retain them with it. Big bazaar
should definitely include more of branded products in its product category in order to
bring in the customers of mall to it and retain them with it. It can include some of the
exclusive branded outlets of cloths and jewellery in it in order to attract the brand choosy
customers.
Products mostly purchased by customers in big bazaar
Clothes 60%
Grocery 70%
Food Item 50%
Leather Item 25%
Electronic Item 15%
Gift Item 10%
Any other Item 10%
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Analysis: This chart clearly indicates that the demand for grocery that is 70% is
highest by the customers followed by clothes rated 60%. The next highest demand is for
food items that is 50%. 25% demand is for leather items in big bazaar. Electronic items
holds 15% of demand and gift items and other items has a demand of only 10% by the
customers of big bazaar.
Interpretation: From this analysis I interpret that customers demand are high for
grocery and clothes followed by food items in big bazaar. Electronic items have a little
0% 20% 40% 60% 80%
Clothes
Grocery
Food Item
Leather Item
Electronic Item
Gift Item
Any other Item
Series1
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demand by the customers. Gift items and other items are not much in demand by the
customers. I can interpret that clothes, grocery and food items are the major products
which hold maximum number of customers. So big bazaar should maintain its low
pricing and product quality to keep hold of the customers and also it should keep more
qualitative products of gift and leather items so that people would go for more purchase
of these items from it. Big bazaar has many local branded products of grocery and cloths
and it is successfully selling it. It should also include branded products so that more sales
can take place.
Expenditure pattern of customers coming in to big bazaar
Below 500 11%
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500-1000 16%
1000-1500 22%
1500-2000 22%
More than 2000 29%
Analysis: We can clearly see from this graph that majority of the customers spend a
lot in big bazaar that is 29% of people spend more than Rs2000 in a single visit to big
bazaar. Equal number of people that is 22% of people each spend Rs 1000-1500 and Rs
1500-2000 respectively in a visit to big bazaar.16% of people spend Rs 500-1000 and
only 11% of customers are there who spends less than Rs500 in their visit to big bazaar.
EXPENDITURE PATTERN
11%
16%
22%22%
29%
Below 500500-1000
1000-1500
1500-2000
More than 2000
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Interpretation: From this I interpret that most of the customers purchase goods in
bulk which leads them to spend a lot. Volume sales are high in big bazaar. Customers
tend to purchase more goods from big bazaar as it provides goods at a discounted rate.
Probably those persons who spend more in a visit to big bazaar are purchasing on a
monthly basis. Those customers who are spending very less money that is below Rs 500
are mostly coming in just to move around big bazaar and spend time. In the process they
used to spend money on food items and also purchase some products while roaming in it.
Impulse buying behavior of customers comes in to play to a large extent. More discounts
shall be provided to people who does bulk purchase. This will encourage people to
purchase more products.
Time spent by customers in shopping in big bazaar
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Less than half an hour 10%
Half an hour to 1 hour 30%
1 hour to 1 1/2 hours 50%
1 1/2 hours to 2 hours 40%
More than 2 hours 20%
Analysis: People spend a lot of time in shopping in big bazaar. Majority of the
respondents said that they spend at least 1 hour to 1 ½ hours in big bazaar. 40%
respondents also said that they spend 1 ½ hours to 2 hours in their visit to big bazaar.
Only 10% of people said that they spend very little time that is less than half an hour in
big bazaar.
Interpretation: As per the given data I interpret that customers are very product
choosy now a days and that‟s why they spend a lot of time in shopping in big bazaar.
Probably customers might even be spending more time in big bazaar as it provides a very
0% 20% 40% 60%
Less than half an hour
Half an hour to 1 hour
1 hour to 1 1/2 hours
1 1/2 hours to 2 hours
More than 2 hours
Series1
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nice ambience and atmosphere for the people to shop in. Hence those persons who spend
half an hour or less than half an hour in big bazaar are those persons who just come to
purchase limited products and come only because of low pricing of products. People also
spend much time in it but purchase very few goods. The sales personnel should focus on
the people who take long time in shopping and purchases a lot and provide special kind
of service to them as they are the major customers.
Comparison of footfalls in weekdays and weekends
Weeks days 40%
Weekends 60%
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Analysis: The above graph shows that more number of people comes to big bazaar in
weekends than that of week days .40% of people visits big bazaar in weekdays where as
60% of people visit big bazaar in weekends.
Interpretation: I can clearly interpret from this that most of the people tend to visit
big bazaar in weekends rather than that of week days. There are more footfalls in big
bazaar in weekends than that of week days. Though there is not much difference as 40%
of people visit big bazaar in week days hence in weekends the footfall increases by 10%.
As people come more in weekends, so big bazaar should keep it open for more time in
FOOTFALLS
40%
60%
Weeks days
Weekends
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weekends. The infrastructure can be changed a bit in weekends so that customers can see
more products clearly and can move around comfortably. In order to bring in more
number of customers in week days big bazaar should provide some schemes in week days
which will encourage people to come in to it in week days also. Hence the crowd is more
in weekends and big bazaar should avail more parking spaces for its customers in
weekends. It can make some temporary arrangement for parking every weekend. It
should not spend much money in advertising and displaying of products in weekdays
rather it should advertise and display products more in weekends as more number of
people comes in weekends.
Customer’s preference of timing to visit big bazaar
10 A.M. - 6 P.M. 42%
6 P.M. -10P.M. 58%
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Interpretation: From the above analysis I interpret that evening time is the peak
time for big bazaar and daytime is the off peak time for big bazaar. There is more number
of people found in big bazaar during evening time than that of daytime. Probably more of
products are being sold during evening time in big bazaar than that of daytime. Big
bazaar shall provide some special offerings during daytime so that more people should
come in during daytime. It could offer some special kind of product in daytime, which
will be not available during evening time. In this way it will bring in more number of
people during day time for getting the special kind of products but along with that it will
be able to sale other products as people do a lot of impulse buying at big bazaar.
Comparison of customers purchasing with planned list of
products and purchasing products on an unplanned basis
Yes 80%
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Analysis: As shown in the graph out of my total respondents of 200, 80% of
customers come to big bazaar with a planned list of products. Only 20% of people come
in to big bazaar without any planned list of products to be purchased from big bazaar.
PLANNED AND UNPLANNED
BUYERS
80%
20%
Yes
No
No 20%
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Interpretation: As per the data obtained from the customers of big bazaar I
interpret that most of the customers comes in to big bazaar with a planned list of
products. Few customers come to big bazaar without any planned list of products and
purchases products depending on their selection. These people basically come to the mall
and hence get in to big bazaar. Depending on the product category and brand and quality
of products they purchases goods. Some couples come to mall and go to food bazaar to
have food together and to have chit chat among them. The customer who comes with a
planned list of products purchases more products than that of the customers who comes
without any planned list of products. So big bazaar should provide more variety and
essential goods so that more number of people should come in with a planned list of
products.
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Brand preference of customers in big bazaar
Yes 10%
No 50%
Depends on category 40%
Analysis: As seen in the above chart it is clearly known that only 10% of people
come in to big bazaar with a list of brands in advance. 50% of people completely deny
that they don‟t prepare in list of brand in advance. 40% of people told that they prepare a
list of brand depending on the product category.
BRAND PREFERENCE
10%
50%
40%
Yes
No
Depends on
category
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Interpretation: From this I interpret that customers don‟t opt for much brand
preference while purchasing products in big bazaar. A few customers search for brands
but depending on the product category. Customers probably don‟t decide for brands on
products as there are not much of known branded products available at big bazaar. On
product categories like grocery and clothes, big bazaar has many local branded products.
Customers purchase a lot of these, as it‟s cheap in price even though its quality is not so
good. As most of the customers belong to lower class and middle class people, they
purchase those local branded products as it gives them value for money. Different
products of the same category have different prices. Quality of products varies with the
price. This enables customization of products for various types of customers. Customers
search for brands mostly in apparel section. Some customers also pre decides the brand
on the local manufactured grocery and food products of big bazaar. Big bazaar should
include more of the branded products in its each category so that customers have more
options to choose among the brands. This will bring in more number of people to big
bazaar, which will definitely increase the sales.
Comparison of brand preference on different product category
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Analysis: This graph shows that cloths and grocery are the only two items on which
customers mostly prefer the brands that is 40% each. 33% brand preference is on gift
0%
5%
10%
15%
20%
25%
30%
35%
40%45%
C l o t h s
L e a t h
e r I t e m
E l e c t r o
n i c I t e m
s
G
Cloths 40%
Grocery 40%
Gift Items 33%Electronic Items 25%
Leather Items 2%
Any Other Item 12%
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items and 25% is on electronic items. Brand preference on leather items is 2% and 12%
on any other item.
Interpretation: From this I interpret that some of the products brand are predecided
in advance and for some of the products customers don‟t at all predecide any brand. As
per electronic goods are concerned customers predecide the brand as many branded
electronic products are available in big bazaar. The customers predecides brands on
cloths and grocery most as big bazaar produces much of local brands and also have some
well known branded products of clothes with it like flying machine jeans.
Mode of payment of customers in big bazaar
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Analysis: As per my study is concerned, out of the total respondents 73% of people
make cash payment in big bazaar. 21% of them uses credit card as their mode of payment
and 6% of the people makes payment in big bazaar through their debit card.
MODE OF PAYMENT
73%
21%
6%
Cash Payment
Credit Card
Debit Card
Cash Payment 73%
Credit Card 21%Debit Card 6%
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Interpretation: As per the obtained data I interpret that maximum number of
people makes cash payment in big bazaar. A fraction of people uses their credit card for
payment in big bazaar and a very few people uses their debit card for payment. I can
interpret that quick exchange of money for goods is done in big bazaar as most of the
people mode of payment is cash payment. Hence some times big bazaar has to wait for a
short time period as some of the customers make their payment through credit and debit
card.
Customers’ mode of transport to big bazaar
Hired Vehicle 10%
Two-wheeler 40%
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Four-wheeler 50%
Any Other 0%
Analysis: Around 50% of the total respondent of 200 that is 100 people comes in to
big bazaar with their own four wheelers. The second majority of people consist of people
riding two wheeler and coming in to big bazaar. Only 10% of people of the total
MODE OF TRANSPORT
10%
40%
50%
0%
Hired Vechle
Two-wheeler
Four-wheeler
Any Other
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respondent visits big bazaar on hired vehicles. None of the customers of the total
respondent comes in any other mode of transport.
Interpretation: From the above data I interpret that there are more number of four
wheelers coming found in big bazaar than that of two wheelers. People prefer more to go
to big bazaar in four wheelers than that of two wheelers. A few people are found who
comes in to big bazaar with a hire vehicle. Probably they might be the tourists.
Parking space availability in big bazaar
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Analysis: As it is shown in pie chart most of the people say big bazaar does not
provide adequate parking space. Equal number of people also says that adequate space is
AVAILABILITY OF PARKING SPACE
45%
45%
10%
Less thanadequate
Adequate
More than
adequate
Less than adequate 45%
Adequate 45%More than adequate 10%
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provided for parking big bazaar. Only 10% of people say that more than adequate space
is available for parking in big bazaar.
Interpretation: Analyzing the above data, I interpret that customers are not
satisfied with the parking space availability provided by big bazaar. Hence it‟s a threat
for big bazaar as it may loose its customers because of less parking space availability.
Even though many customers say adequate space is available for parking in big bazaar
but also it is a threat for big bazaar as it is seen more number of people are expected to
come in to big bazaar. In holidays probably it will be very difficult for customers to park
their vehicle in big bazaar.
Customers preference towards Kirana store
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Analysis: Out of my total respondent of 200 customers, 85% of them says they go to
their near by kirana store and 15% said that they don‟t at all go to any kirana store. This
PREFERENCE TOWARDS KIRANA
STORE
85%
15%
Yes
No
Yes 85%
No 15%
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shows that majority of people go to kirana store even though they visit big bazaar. But
some customers are there who never goes to any kirana store.
Interpretation: As per the given data I analyze that most number of people tend to
purchase goods from near by kirana store even if they come to big bazaar. I can conclude
from this that a kirana store is a competitor of big bazaar. Some customers never go for
shopping in kirana store as of it does not have much variety option available with it.
Probably they are more interested in having a shopping experience rather than to just go
and purchase goods from kirana store.
Comparison of Big bazaar with any Kirana store
Price Service Variety Quality ConvenienceShoppingExperience Ambience
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Big bazaar 70 50 100 40 25 90 95Kiranastore 30 50 0 60 75 10 5
Analysis: The above graph shows the comparison of different factors between big
bazaar and a nearby kirana store. 70% of people say big bazaar provides goods at a
70
50
100
40
25
9095
30
50
0
60
75
10 50
20
40
60
80
100120
P r i c e
S e r v i c e
V a r i e t y
Q u a l i t y
C o n v e n i e n
c e
S h o p p
i n g E x p
e r i e n c e
A m b i e n c e
Big bazaar
Kirana store
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cheaper price as compared to that of a kirana store. 50% of people say big bazaar
provides better service and another 50% of them say kirana store provides better service.
Each and every customer that is 100% agrees that there are more variety of products
available at big bazaar than that of kirana store. As per quality of goods is concerned 60%
of the customer say kirana store provides better qualitative products while 40% of the
customers say big bazaar also provides qualitative products. 75% people say it is more
convenient for them to go to a kirana store while 25% of them say going to big bazaar is
more convenient for them. 90% of respondents said it is a good shopping experience at
big bazaar while 105 of them said that they also have a good shopping experience at
kirana store. As per ambienc
e is concerned 95% of customers said big bazaar provides much nice ambience than big
bazaar while 5% of them said that ambience provided by kirana store is also equivalent to
that of big bazaar.
Interpretation: I interpreted from this that a kirana store is one of the competitor of big
bazaar. It is a threat for big bazaar as some of the attributes of a kirana store provides
more satisfaction to customers. Big bazaar should try to improve on each of its attributes
and out compete the kirana store so that it can convert the customers of kirana store to be
the customers of big bazaar.
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SWOT Analysis of Big bazaar
A swot analysis is done to know the strengths, weaknesses, opportunities and threats of
any company. This analysis will explain about the strengths, weaknesses, opportunities
and threats of big bazaar.
Strengths of Big bazaar
Large variety option
Cheap price
Huge customer Base
Volume sales
Weaknesses of Big bazaar
Lacks in branded products
Low in product quality
Unable to provide enough parking space to its customers
Threats for Big bazaar
Opening up of other discounted stores like Vishal mega mart
Convenience of customers to near by kirana stores
Availability of products in other retail outlets
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Opportunities for Big bazaar
To open up more and more number of big bazaars in different cities
of the country.
To grab the rural market
To bring in the customers of other retail outlet by dealing with
branded products.
Add more products to its product category
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Customer care department is needed to take proper care of customer complaints
and queries. The person sitting at the help desk of big bazaar should be able to
provide all necessary information to the customers whenever it is required.
The infrastructure is needed to be changed a bit during weekends as heavy crowd
comes in to big bazaar during those days.
Conclusion
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Conclusion
Big bazaar is a major shopping complex for today‟s customers. It is a place where
customers find variety of products at a reasonable price. Big bazaar has a good reputation
of itself in the market. It has positioned itself in the market as a discounted store. It holds
a huge customer base. The majority of customers belong to middle class family. The
youth generation also likes shopping and moving around big bazaar. Volume sales
always take place in big bazaar. Impulse buying behavior of customers comes in to play
most of the times in big bazaar.
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Big bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery,
stationary, food items, electronic items, leather items, watches, jewellery, crockery,
decorative items, sport items, chocolates and many more. It competes with all the
specialty stores of different products which provide goods at a discounted rate all through
the year. It holds a large customer base and it seemed from the study that the customers
are quite satisfied with big bazaar. As of now there are 34 big bazaars in different cities
of India, it seems that there is a vast growth of big bazaar lying as customers demand is
increasing for big bazaars.
Big bazaar is a hypermarket store where varieties of products are being sold on different
product category. It has emerged as a hub of shopping specially for middle class people.
Different types of products starting from a baby food to pizzas all are available under one
roof. In Delhi it is the middle class people who mostly do marketing from big bazaar.
Even most of the people do their monthly shopping from big bazaar.
People not only visit big bazaar to do shopping but also visit for outing purpose as it
provides a very nice ambience to its customers. As people go to malls they just tend to
move around big bazaar whether it is for shopping purpose or for outing purpose.
Grocery, apparels and food items are the products which are demanded most by the
customers of Delhi in big bazaar. The major drawback of big bazaar is that it lacks in
providing enough parking space for its customers. This may discourage the customers to
come to big bazaar and shop as they face difficulty in parking their vehicles. Even though
some customers say that they don‟t feel problem in parking their vehicle, it is because of
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the parking space available to them by the mall. As it is surveyed it seems that the biggest
competitors of big bazaar are the kirana stores and the discounted specialty stores like
Vishal mega mart, Delhi bazaar etc.
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Questionnaire
To Know The“Impulsive Buying Behavior of Customer with special
reference to Big Bazaar”
Q.1-How frequently do you visit Big Bazaar?
A. Weekly ( ) B. Monthly ( ) C. Quarterly ( ) D. Unplanned ( )
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Q.2-What is the purpose behind visiting Big Bazaar?
A. Shopping ( ) B. Outing( ) C. Entertainment( ) D. Other ( )
Q.3-What amount you spend on every visit?
A.100-1000( ) B.1000-2000( ) C.2000 and Above ( )
Q.4-Do you enjoy the loyalty programmes and discount offers?
A. Yes () B. No () C. Does Not Matter ( )
Q.5-Do you feel that Big Bazaar provide value for money?
A. Yes ( ) B. No ( )Q.6-When you see a good deal, you buy more than you plan to buy?
A.Yes ( ) B.No( ) C. Cant Say ( )
Q.7 -Rate the factors which encourage you to shop in big bazaar.
stronglyagree
agree neutral Disagree
Stronglydis agree
Product Price
Product Variety
Product QualityService Quality
Convenience
Specialoffers/discounts
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Q.8-Do you feel compelled when you see interesting window display?
A. Yes ( ) B. No( ) C. Cant Say ( )
Q.9-What comes to your mind when you mean about to Big Bazaar?stronglyagree
agree neutral Disagree
Stronglydis agree
DiscountstoresBranded store
Quality shopLoyaltyprogrammesMerchandisestore(varietystore )
Q.10-Do you find all the products you need?
A. Yes () B. No C. Some times
Personal Information NAME : …………………………………………
GENDERi) Male ii) Female
OCCUPATION :
i) Student iii) Employed
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REFERENCE-
Big bazaar outlet in Mathura .(U.P)
MAGAZINE-
Business World
The Economic Times
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