A Survey onCONSUMER BUYING PATTERN OF BIG BAZAAR AND KIRANA STORES Prepared By Marketing Students PGDM 2011-13 Under the supervision of Prof. Archana SubhashSadanam Institute of Commerce and Management Studies, Palakkad
GROUP MEMBERS Marketing group members;1. Abdul Salam P.2. Arun Sankar P.3. Arun TS.4. Muhammed Shahid CK.5. Praveen KP.6. Rakesh7. Sandeep P.8. Sreejeesh KT.
CERTIFICATE This is a survey work of Marketing Students done under mysupervision and guidance. Prof. Archana Subhash SICOMS
ACKNOWLEDGEMENT We submit this report entitled “A Survey on Consumer buyingpattern of Big Bazaar and Kirana Store’s” with an immense sense ofgratitude towards all those who have helped me in various ways in thishumble endeavor. We are taking this opportunity to express our heartiest and sinceregratitude to our guide Prof. Archana Subhash for his valuable guidanceand expert advice from time to time and for providing useful suggestionsthroughout this work. We are very much indebted to all the members (survey), whoextended their valuable support and gave enthusiastic encouragement forthe successful completion of this study.PLACE: Pathirippala Marketing Students PGDM 2011-13 SICOMS, Palakkad
RESEARCH METHODOLOGY We have collected the data from the customers who reside in thelocal area of Palakkad district of Kerala which includes working class,lower- middle class, middle class and upper- middle class families. Oursample size is forty families.
OBJECTIVES OF THE STUDYTo understand the buying pattern of customers purchasingcommodities from Big Bazaar and Kirana shops.To understand the factors that influence the buying habit ofdifferent consumers purchasing from Big Bazaar and Kirana shops.To understand the difference between buying pattern of the BigBazaar and Kirana shop customers.To evaluate the spending habit of Big Bazaar and Kirana shopconsumers.
INTRODUCTION We conducted a survey for the purpose of understanding thedifference between buying pattern of big bazaars customers and theKirana store customers. The buying pattern is very much important for amarketer; it is very useful to create and implement the marketingstrategy. The buying pattern of the customer is different from store tostore and product to product. We collected information from thecustomers who consider the retail king Big Bazaar for re-purchase andon the other end those who consider the silent killer Kirana stores fortheir respective buying options. Buying pattern is a process by which individuals search for, select,purchase, use, and dispose of goods and services, in satisfaction of theirneeds and wants. We want to find out the consumer buying behavior ofboth the Kirana stores and the Big bazaar. Retailing in India came with evolutionary patterns from Kiranastore to super market. This sector was un-organized in the initial stage,and after that it is carried forward and now it is growing as supermarketand hypermarket. The paper will depict the main drivers of the retailrevolution in India and how this revolution changes the buying behaviorof the customer, increase in disposable income of the middle class,infrastructure development and changing customer choice. OrganizedRetailing was introduced in the last decade and has emerged as one of
the sunrise industries in India. The paper will mention the impact oforganized retailing on unorganized sector. The study will indicate howthe consumer will be benefited from organized retailers. The surveyintends to analyze the consumer behavior towards organized andunorganized retailing, their source of purchasing and the factors whichinfluences their habit of purchasing from malls and high end retailingsections in India.
ANALYSISOccupational influence on buying behaviorThis chart shows the buying pattern of consumers/customers of differentoccupations like lower middle class, middle class and upper middle classfamily. It clearly indicates us that the government employees and students arethe loyal customers of Big Bazaar.The daily workers and others prefer Kirana shops for their purchaseactivities.
Purchase Frequency in a monthFrom this graph it is clearly visible that majority of consumers preferBig Bazaar for buying commodities in bulk for a whole month.Whereas it is not in the case of Kirana shops because the consumers whotend to purchase from Kirana shops do their purchasing on a weeklybasis as this allows them to choose goods of high requirement and makepurchase according to that particular needs.
Amount spent per purchaseThis figure shows that the loyal customers of Big Bazaar choose tospend approximately Rupees 2500 per purchase.But in the case of Kirana shops only 500 or below amount spent on apurchase
Factors attracting consumers toward Big Bazaar and KiranaThis graph is the real indicator of the qualities and essential factors forwhich Big Bazaar/Kirana shops are preferred by the consumers.As the chart shows us the availability of commodities and its quality atwhat amount and discounts it is available in the Big Bazaar.Whereas with all these factors available in less or more quantity Kiranashop has an additional benefit of credit colored in red which is madeavailable to the customers from the Kirana shops.
Influence of Advertisement on customersThis figure gives you a picture of influence of ad’s more or less on thecustomers of Big Bazaar as well as Kirana shops. The Advertisementeffect influenced the customers according to their buying behavior hasclearly visible after the project study. The study indicates that theAdvertisement influence is more on the Kirana shop customers than theBig Bazaar Customers. Big Bazaar customers has a medium influencethrough advertisements, because the customers only see the ad’s whenthere is any Big Days happening at the store . But at the other endKirana shop customers are influenced by the daily advertisementsshowing in between Television programmes.
Parameters of measuring consumer loyaltyIn this chart we can understand very clearly the certainparameters on the basis of which the consumers are attracted andthey show loyalty towards their retail outlet like the Big Bazaarcustomers are attracted towards the good ambience andaffordable prices of the commodities available thereAt the same time Kirana shop with its trust worthy charactercreated out of consumers by its good conduct and attitudetowards the customers bags the bonus point over its competitors.
FINDINGS1. White collar employees more prefer Big bazaar for their purchases.2. In the case of daily workers, they prefer the Kirana shops for their Purchases because of credit availability, loyalty and the closeness to the house.3. The main reason for purchasing from Big bazaar is good service, availability of the products, discounts and offers.4. The main difference in the customers is their ability to spending the money.5. Most of the Kirana shop customers purchase the product below rupees 500 per purchase, but in the case of Big bazaar customers they are spending around rupees 1000 per purchase.6. Some of the customers are not ready to purchase products like Dress materials, furniture, electronic items and rice from Big bazaar.7. The customers are influenced by the advertisements.8. The customers are going to Kirana Shops for satisfying their immediate needs.9. Customers are more preferring Kirana shops for saving the time.
CONCLUSIONWe, the marketing students conducted a survey among thepeople who are living in Palakkad to understand the buyingpattern of customers, purchasing commodities from BigBazaar and Kirana shops.Through the survey we could understand that theconsumers of the Big bazaar and Kirana shops have a lot ofparameters like income, availability of products, time,quality of goods etc. for taking a decision.According to these parameters they are purchasing fromKirana Shops or from Big bazaar.At last this survey helped us a lot to understand about the buyingbehavior of the customers.