1. A PROJECT REPORT
ON
“CONSUMER BUYING BEHAVIOUR IN
MENS SHIRTS AT BIG BAZAAR, BURDWAN”
SUBMITTED BY:
SK.NASIM ALI
UNIVERSITY REGISTRATION NO: 1006287020
UNDER THE GUIDANCE OF
ASST. PROF. SAGARIKA MOHANTY,
DEPT. OF BUSINESS ADMINISTRATION, GITA, BBSR
&
MR.SUJOY DAS,
STORE MANAGER,BIGBAZAAR,BURDWAN
GANDHI INSTITUTE FOR TECHNOLOGICAL ADVANCEMENT
BADARAGHUNATHPUR, MADANPUR, BHUBANESWAR, ODISHA
YEAR: 2011

2. INTRODUCTION
Q. Who are consumers ?What is consumer buying behavior?As we are studying
consumer buying behavior in men's shirts at BIG BAZZAR, we should also
know about retailing and retail industry.

Consumers are otherwise known as the end users of products & service and
consumer behavior refers to the process by which consumers search for, select,
purchase goods and services, in satisfaction of their needs and wants.

Basically retailing consists of the selling of goods or merchandise from a fixed
location, such as a departmental store ,shopping mall , shops or stores.
Retailers are at the end of the supply chain.
•
Retail has played a major role world over in increasing productivity across a
wide range of consumer goods and services as it is the interface between the
producer and the individual consumer buying for personal consumption. The
retail industry in India is often told as one of the sunrise sectors in the
economy.

3. OBJECTIVES OF RESEARCH STUDY
 Marketing activities are always driven with an aim of getting sales increased
with innovative ideas. Promotions, pricings are designed in such a manner that
customers are made to go and experience the shopping.
Q. But the question lies with customers attitude & behavior of buying men's
shirts at BIG BAZAAR, Burdwan. This question generates the following
questions.
• What is their perception about Big Bazaar shirts?
• At which time do they buy shirts?
• Is there any brand awareness of the customers?
• For which purpose are they shopping shirts from Big Bazaar?
• If they are coming to buy shirts at Big Bazaar are they really satisfied to buy
shirts?
To understand all these things we need to go through a research study where
we can find the answers to all these questions.

4. RESEARCH METHODOLOGY
 SURVEY METHOD
• Data are usually collected through the use of questionnaires. The data is
collected by mean of sample survey done in the retail store of the customers.
 SAMPLE SIZE
• A sample size of 100 was considered in this project.
 TIME TAKEN
• The time of research was one and a half month and the observations and
surveys of some people were done daily.
 TOOLS AND TECHNIQUES OF ANALYSIS
A. Personal interviews.
B. Projective techniques.
C. Observation of consumers.
 LIMITATIONS
• As BIG BAZAAR celebrates “BIG DAY” since 10th to 15th August there is a
problem of doing the survey as there is huge customer flow inside the store
and after the BIG DAY is over customer inflow highly
decreases where most of them are just visitors.

5. COMPANY PROFILE
•
•
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"The story is not about us, but this story is about the people who visit our
stores. This is a proud moment for India. “-Mr. Kishore Biyani.
Future Group’s founder Mr. Kishore Biyani's Pantaloon Retail (India)
Limited, India’s leading retailer operates multiple retail formats including BIG
BAZZAR,a hyper market chain in India.
BIG BAZAAR currently owns 210 outlets in 80 cities, also provides the best
products at the best price.

6. 
BIG BAZAAR has innumerable products under one roof that cater to every
need of a family, making BIG BAZAAR India’s favorite shopping destination.
In BIG BAZAAR, one finds a huge variety of products to select with a good
price and quality. With the ever increasing array of private labels, it has
opened the doors into the world of fashion and general merchandise including
home furnishings, utensils, crockery, cutlery, sports goods and much more at
surprisingly low prices. In recent years, BIG BAZAAR has adopted value
pricing in which they win loyal customers by charging a fairly
low price for a high quality offering.
The BIG BAZAAR promise:

7. CONSUMER BUYING BEHAVIOR QUESTIONAIRE &
FINDINGS
Name: Varied
Age: 15-25; 26-35; 36-45; 46-55; 55 above.
Income Group: NIG;LIG; MIG; HIG
Sex Ratio: M/F

8. •
Q1.Which brand of shirts do you prefer to buy from BIG BAZAAR?
(a)AFL (b)DJ&C (c)Knighthood (d)The Privilege Club (e) NYX (f) Lee Cooper
•
Q2. What is the expected price range of the brand of shirt you prefer to buy?
(a)Below 300/- (Non Premium) (b) 300/- to 500/- (c) 501/- to 800/- (d) 801/- to 999/- ( Semi
Premium ) (e) 1000 above (Premium)

9. •
Q3. Rate your favorite brand of shirt on the basis of the following attributes.
(a)Design: 10 ; 8 ; 6 ; 4 ;2 .
(b)Comfort: 10 ; 8 ; 6 ; 4 ; 2 . (c)Variety: 10; 8; 6; 4; 2
•
Q4. On which purpose or time usually you buy shirts?
(a)Festival (b) Gift (c) Offers (e) No specific reason

10. •
Q5. Who influences your purchase decision in buying shirts?
(a)Self (b) Family (c) Peers/Friends (d) Salesperson (e) Others:
•
Q6. Why do you prefer to buy shirts from Big Bazaar.
(a)Quality (b)Variety (c)Reasonable price (d)Good shopping conditions (e)Others

11. •
Q7 Are you satisfied?
(a)Highly satisfied (b)Satisfied (c)Moderate (d)Dissatisfied (e)Highly dissatisfied

12. DATA ANALYSIS & INTERPRETETION
•
The survey is done on BIG BAZAAR, Burdwan on 100 respondents who come
to visit Big Bazaar. The customer’s gave valuable information regarding their
consumption pattern in big bazaar. All information’s are collected and a
proper analysis is done.
 ANALYSIS & INTERPRETETION:
Among the 100 respondents 50% of customers are of middle income level.
Higher income level people constitute only 5% where lower income level of
people constitutes of 20%. 25% of people belong to no income group which
mostly consists of students and unemployed people.
Most of the customers belong to the teenage and young adults. Out of 100
respondents 73% were male & the rest were female.
Basically the men's shirt customers prefer to buy shirts’, ranging between
Rs.301 to Rs.500 where they go for the Knighthood brand. Customers next
preference is PRIVILEGE CLUB. In BIG BAZAAR , Burdwan we find that
the customers are variety seeking & they buy shirts frequently and without
any specific need or occasion. Most of them take the buying decision by their
own choice. 21% of the customers are highly satisfied where 42% of the
customers were satisfied. BIG BAZAAR enjoys this
level of satisfaction of customers.

13. •
BIG BAZAAR is the hub of shopping for middle level income group people
because of its reasonable price on its mens shirts category. The higher-level
income group people don’t prefer to do shopping in BIG BAZAAR, as it
doesn’t deal with branded shirts. 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 to BIG BAZAAR as they get shirts at a discounted price.
Hence BIG BAZAAR should include branded shirts in its mens shirts
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 nearby 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 shop shirts from BIG BAZAAR.

14. CONCLUSION
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•
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BIG BAZAAR is a major shopping complex for today’s customers as
customers find variety of products at a reasonable price. The majority of
customers belong to middle class family. The youth generation also likes
shopping shirts and moving around BIG BAZAAR. Volume sales always
take place in BIG BAZAAR. Impulse buying behavior of customers comes
into play most of the times in mens shirts section in BIG BAZAAR.
It holds a large customer base and it seemed from the study that the
customers are quite satisfied with BIG BAZAAR. It seems that there is a
vast growth of BIG BAZAAR lying as customers demand is increasing for
big bazaars.
In Burdwan most of the middle class people do their shopping from BIG
BAZAAR. People not only visit BIG BAZAAR, Burdwan to do shopping
but also visit for outing purpose as it provides a very nice ambience to its
customers.
The major drawback of BIG BAZAAR, Burdwan is that it lacks in
providing enough parking space for its customers.

15. SUGGESTION
•
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BIG BAZAAR should not eye only on its own brands, rather it should include
more branded shirts into its mens shirts category so as to attract the brand
choosy people to come to BIG BAZAAR.
The service of the sales person is needed to be improved.
During the off peak hour’s big bazaar should provide some offers to its
customers so that people would be encouraged to come to BIG BAZAAR
during off peak hours. The customers who are present in the mall during the
off peak hours of BIG BAZAAR will definitely go in to BIG BAZAAR if
surprise offers are made at that time.
The displays are needed to be changed daily and a bit during weekends as
heavy crowd comes in to BIG BAZAAR during those days.
BIG BAZAAR, Burdwan should make a proper parking place for its
customers.
The two-three year old shirts should be replaced so as to attract customers
promptly because customers get bored to choose and buy those old shirts. As
BIG BAZAAR practices of procuring shirts more before occasions or BIG
DAY’S it should change its shirts procuring practice.

16. “REWRITE RULES
AND
RETAIN VALUES”