“Consumer Shopping Behavior in BIG BAZZAR”
MASTER OF MARKETING MANAGEMENT
SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQIREMENT FOR AWARD OF MASTER OF
MARKETING MANAGEMENT OF UNIVERSITY OF
(MATRIX BUSINESS SCHOOL, PUNE-4)
GUIDED BY: - Mrs. Meenal Pendse
MATRIX BUSINESS SCHOOL PUNE-4
This is to certify that the FIELD WORK titled “Consumer shopping
behavior in BIG BAZAAR”
Is a Bona fide work carried out by Mr? VISHAL SHARMA
student of Master of MARKETING MANAGEMENT Semester 2nd of
MATRIX BUSINESS SCHOOL, PUNE under University of Pune in the Year
Internal guide Director
Mrs. Meenal Pendse Dr. J.N. Pol
Place: Pune College Seal
A successful project can never be prepared by the single effort or the person to
whom project is assigned , but it also demand the help and guardianship of some
conversant person who helps in the undersigned actively or passively in the
completion of successful project.
With great pleasure I express my gratitude to our director Dr.J.N.Pol and project
guide Prof. Meenal Pendse without their help this would not have been completed.
They have given their precious suggestions and constructive guidance has been
indispensable in the completion of this project work.
I would also like to thank the staff of the Matrix Business School. They have
supported me in this endeavor, and appreciated me in my efforts during my project.
Last but not the least I would also like to thank my friends and all the responded.
Who directly and indirectly supported to me during my project work, without the
help of whom this project would not have been possible.
Sr. Title Page No.
1 Executive Summary 5-6
2 Objective and scope of the study 7
3 Company Profile 8-10
4 Theoretical Background 11-17
5 Research Methodology 18-21
6 Data analysis and Interpretation 22-30
7 Findings 31-32
8 Limitations 33
9 Conclusion 34
10 Recommendations 35-36
11 Annexure 37-39
12 Bibliography 40
“Consumer buying behavior while Shopping”
The study of any subject is made by examining it in an organized fashion. There
are three classes of variables involved in understanding consumer behavior;
STIMULUS, RESPONSE and INTERVENING variables. Stimulus variables, such
as advertisements, products exist in both the individuals’ external environment.
These generate a sensory input to consumers. Response variables are the resulting
mental / or physical reactions of individuals who are influenced by stimulus
variables. For e.g.: - purchasing a product or forming attitudes about it could be
viewed as response variables. Many of the variables affecting consumers (such as
personality, learning, and perceptions are external situations, motives, and so forth)
cannot be directly observed.
The project “Consumer buying behavior while shopping”. Is carried out under
supervision and guidance of BIG BAZAAR. The project was about studying the
consumer buying behavior.
A questionnaire was prepared by us in order to conduct market survey. The
questionnaire was based on different parameters to judge and understand the
consumer behaviors and determine the best possible strategies which could be used
to attract customers.
The research carried out in this project was descriptive in nature. The study was
aimed at knowing the various eating habits of a consumer.
This project helped in understanding what exactly a customer looks in an eating
joint before entering it. It gave an idea about the essential factors that are required
now a day for an eating joint to attract customers in this competitive world.
We were also given a task to understand the customer eating habits, what a
consumer wants while eating in a restaurant what all a consumer look for and what
are their expectations, how can a mall owner satisfy the needs and wants of a
consumer so that the consumer may come back and the retailer can retain its
This project helped us to figure out the different consumer eating behavior and to
understand the overall customer perception of eating in a restaurant as well as their
demand for mall.
The trend today has been to combine shopping with various offering. For e.g. apart
from shopping there are food courts, cinema theaters and even in some an
amusement centre for children.
Shopping has made people spend not just on their requirements of goods to be
bought but to look on the totally of experience have a quick bite at McDonalds in
the mall or let the kids play fun game while one is busy shopping or even taking
the family out for movie and having a dinner all under one roof. The benefits of
this totally offering are that many vendors get to have peoples patronize their
offerings, while the
Shopping experience i.e. being enhanced, more business got by the stores at the
venue. Shopping is no longer a onetime agenda for people. Various options are
OBJECTIVES & SCOPE OF THE STUDY
• To analyze consumer behavior towards consumption of fast food.
Scope of the project:-
The market survey has done in fast food restaurants; this project is useful for
the better understanding of the consumer behavior. The project encompasses the
various behavior of customer, their pre and post behavior when they eat. There is
also overview of the consumer’s attraction towards fast food restaurants, mostly
consumer perceptions are changing and most of the consumer now prefers to eat in
fast food restaurant. The project work involves specific guidelines for the
restaurant and helps the restaurants to understand better the consumer behavior in
fast food restaurants.
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple
retail formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered in Mumbai (Bombay), the company operates over 7
millions square feet of retail space, has over 1000 stores across 53 cities in India
and employs over 25,000 people.
The company’s leading formats include Pantaloons, a chain of fashion outlets, Big
Bazaar, a uniquely Indian Hypermarket chain, food Bazaar, a supermarket chain,
blends the look, touch and feel of Indian bazaars with aspects of modern retail like
choice, convenience and quality and Central, a chain of seamless destination malls.
Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky,
Fashion Station, all, Top 10, bazaar and Star and Sitara. The company also
operates an online portal, futurebazaar.com.
Big Bazaar is not just another hypermarket. It caters to every need of your family.
Where Big Bazaar scores over other stores is its value for money proposition for
the Indian customers.
At Big Bazaar, you will definitely get the best products at the best prices - that’s
what they guarantee. With the ever increasing array of private labels, it has opened
the doors into the world of fashion and general merchandise including
Home furnishings, utensils, crockery, cutlery, sports goods and much more at
prices that will surprise you. And this is just the beginning. Big Bazaar plans to
add much more to complete your shopping experience.
Future group is one of the country’s leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics.
The group’s flagship company, pantaloon Retail (India) Limited operates over 7
million square feet of retail space, has over 1000 stores of its leading retail formats
include, Pantaloon, Big Bazaar, Central, Food Bazaar, Home Town, Ozone, Depot,
future Money and online retail format, futurebazaar.com.
Future group includes, Future Capital Holding, Future Generally India Indus
league clothing and Galaxy Entertainment that manages sports Bar, Brew Bar and
Bowling Co. Future Capital Holding, the group ‘s financial arm, focuses on asset
management and consumer credit. It manages assets worth over $1 billion that are
being invested in developing retail real estate and consumer-related brands and
The group’s joint venture partners include Italian insurance major, generally.
French retailer ETAM group. Us-based stationery products retailers, Staples Inc.
and UK-based Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty
Future Group’s vision is to, “deliver Everything, Everywhere, Every time to every
Indian consumer in the most profitable manner.” The group considers” as a core
value and its corporate credo is- Rewrite rules, Retain values.
Retailing – is the most active and attractive sector selling goods or services directly
to final of the last decade. While the retailing industry consumers for personal, non
business use itself has been present through history in our country, it is in the
recent past it has witnessed so mush dynamism
Retailing one of the largest sectors in the global economy is going through a
transition phase not only in India but the world over.
The study of any subject is made easier by examining it in an organized fashion.
There are three classes of variables involved in understanding consumer behavior,
stimulus, response and intervening variables. Stimulus variables, such as
advertisement, products and hunger pangs exist in both the individuals’ external
and internal environment. These generate sensory inputs to consumers. Responses
variables are the resulting mental and/or physical reactions of individual who are
influenced by stimulus variables. For ex: - purchasing a product or forming
attitudes about it could be viewed as responses variables.
Many of the variables affecting consumer (such as personality, learning, and
perceptions of external situations, motives, and so forth) cannot be directly
observed therefore, those who want to learn about the variables affecting consumer
must often make inference to determine the extent to which a given variable is
having an influnce
The study of consumer behavior can also be quite complex, because of the many
variables involved and their throw the variables, tendency to interact with and
influence each other. Models of consumer behavior have been developed as a
means of dealing. With this complexity. Models can help organize out thinking
about consumers into a coherent into a coherent whole by identifying relevant
variables, describing their basic characteristics, and specifying how the variables
relate to each other.
Consumer decisions Process
This process consists of the decision process regarding products and services. The
major steps in this process are shown as problem recognition, information search
and evaluation, purchasing processes, and post purchase behavior. Problem
recognition occurs when the consumer is activated by awareness of sufficient
difference her actual affairs and her concept of the ideal situation. This can occurs
through activation of a motive such as hunger, by confronting some external
stimulus such as an advertisement, or by being effected by additional variables
such as social or situational influences.
Internal search – a quick and largely unconscious review of memory for stored
information and experiences regarding the problem. The information is in the form
of belief and attitudes that have influenced the consumer’s preference towards
bands. Often such a review results in recognizing a strong brand preference, and a
routine purchase occurs. However if an internal search does not provide sufficient
information about products, or how to evaluate them, the consumer continues with
a more involved external search for information. This result exposure to numerous
informational inputs called stimuli, which can arise from a variety of sources,
including advertisement, printed products reviews, and comments from friends.
Any informational stimuli are subjected to information-processing activities, which
the consumer uses to derive meaning from stimuli. The process Involves allocating
attention to available stimuli deriving meaning form these stimuli and holding this
meaning in what is termed in what is termed short term memory where it can be
retained briefly to allow further processing.
Indian retail market scenario
The financial year 2005-06 saw India ride high on the waves of a
booming economy. The BSE sensex scaled new heights by crossing the
1200 points mark early that year. The GDP growth for 2005-06 was about
8.4 % while foreign reserves had crossed the US$ 165 billion mark. India
had shed its tag of a third world country and is being hailed as one of the
most rapidly emerging markets and a popular investment destination.
Between the affluent and the middle class has reduced dramatically. The
Indian middle class is expected to grow from its current share of 22 % to
32 % of the total population by 2010 over the last few years retail has
become one of the fastest growing sector in the Indian economy. Retail
in India is currently estimated to be a $230 billion industry of which
organized retail 3 % or roughly $ 7 billion. At keamey has identified India
as the leading retail destination in their annual list of most attractive
countries for international retail expansion (Global retail development
index 2006). Organized retail is expected to grow at the rate of 25-30%
per annum and is projected to attain a size of $23 billion by 2010.
The booming services sector in India has fueled the growth of a new class
of consumer the single urban youth whose expenses are typically
independent of family compulsion. As observed globally the steady climb
in lifestyle and leisure goods is essentially due to disposable income of
this class of consumers. Over the last one year salaries have increased by
approximately 15-20%. The divide
The government has allowed foreign direct investment in real estate since
early 2005. This has led to increased foreign interest and has encouraged
joint ventures between Indian and foreign developer. Considering the vast
potential in the retail business 51% FDI in single brand retailing has also
been allowed recently. This move is anticipated to attract foreign
investment technology global best practices and cater to the demand for
high quality branded goods in India.
Corollary to the real estate growth retail boom too has percolated to the
tier-2 and tier-3 cities of India of the total 361 mail projects currently
underway in India 227 are in the top 7 cities while the rest 134 are
distributed over various tier-2 tier3 cities. These statistics reveal the far
reaching effect of positive macro trends
In changing the consumer preferences and shifting mindsets towards
organized retail experience besides new malls close to 35 hypermarket
325 large department stores and over 10000 new outlets are also under
development. Growth in rural population and increase in agricultural
incomes also offers considerable scope for innovative retail formats.
India’s vast middle class and its virtually untapped retail industry are key
attraction for global retail giants wanting to enter new markets. As India
continues to get strongly integrated with global policies the retail sector is
bound to grow manifold in the years to come. The depth of the Indian
market and the variations of the consumer profile portend a bright future
for the sustained growth of the Indian retail sector.
Pune has been experiencing a retail boom since the last 2-3 years in 2005
approximately 1.25 mm. sq. ft of new retail space was added to Pune real
estate market. This led the current retail stock of the city to grow to 3.5
mm.sq ft growth in commercial activities and the migrant population of
young white collar workers has been the key driver of real estate boom in
With 23 mall projects in the pipeline the city was expected to have a
cumulative retail slot of approximately 4.5 mn.sq ft by end 2006 and
infusion of new retail space over the next two years the total retail stock
in Pune by end 2008 is estimated to be about 8.7 mn sq ft.
The city has been witnessing an interesting trend of movie screens being
located in large format mall developments. Another noticeable trend in
the retail format is the advent of specialty mall or niche malls.
The locations where retail developers have flourished traditionally are the
high streets of M .G Road F C road and J. M. road in the central part of
the city these markets have a unique mix of local brands along with
national and international retailers both are known to generate substantial
revenues along with heavy footfalls.
However the development of malls in the neighboring locations is
anticipated to affect the footfalls of these traditional high streets. A case in
point is the presence of magnum mall (175000 sq. ft.)
In the camp area which has created a pull effect on the consumer
stronghold of M. G. road.nucleus mall (200000 sq ft ) in camp which
became operational in 2005 had shoppers stop take up space for its second
outlet in the city. Another large scale project Pune central a mall by
pantaloon retail on bund garden road has food bazaar as its anchor tenant
and caters to the domestic needs of the bulk of the resident population of
These retail market in the central location of the city currently house
approximately 1.78 mn.sq.ft of retail stock a new mall fun n travel
(100000 sq ft) has been planned in the bund garden region while two
malls ascent (93654 sq ft) And one centre port (1240000 sq ft) are coming
up on the university road. These developments are slated to enter the
market sometime in 2007.
Suburban and peripheral location
While the retail markets in camp an bund garden road continue to mature
retail sector activity is increasingly shifting to suburban and peripheral
locations of Aundh, Hadpsar karve road kondhwa and yerwada note
wothy mall development sudev axis (350000) will also be operational in
2007 this micro market is expected to witness a number of large scale
mall developments amounting to approximately 2.3 mn sq ft of new retail
space by 2008.
Research Methodology ill common parlance refers to a search for knowledge. One
can also define also research as a scientific and systematic research for pertinent
information a specific topic. Research is an art of systematic investigation. Some
people consider research as a movement, a movement to the known to the
According to Clifford Woody: -
“Research comprises defining and redefining problems, formulating hypothesis or
suggested solutions, collecting, organizing and evaluating data, making deductions
mil reaching conclusion, and at last carefully testing the conclusion to determine
whether they fit the formulating hypothesis.”
Marketing research is defined as a systematic gathering and analysis of the data
concern with an objective. The whole activity is divided into various parts and
after compilation of that we reach at certain findings, which enable us to marketing
decision. It involves the diagnosis of information needed and the selection of the
relevant and inter-related variables.
Research Plan: -
Research Approach: SURVEY METHOD
Primary data consists of original information gathered for specific purpose. The
primary data is collected through questionnaire. The questionnaire is through
common instrument collecting primary collection. I collected the data through
questionnaire from different small eating joints.
The research instruments used for collecting the primary data were the
The questionnaire was carefully developed tested and debugged before they were
administered on a large scale. Each questions contributed to the research objective
here questionnaire is structured types means there are concrete, definite and
The questions are presented are exactly same wording and in the same an order to
all respondents. The questionnaire had a mix type of open ended, closed ended and
multiple choice questions. The questions were limited in numbers simple direct
and unbiased technology was adopted.
The data was collected through questionnaire comprising of 17 questions.
The data was collected through:
Data Collection Instrument:
1. Sample Unit : Consumer visited Small Eating Joints
Sample Size : 50 Respondents
3. Sampling Method : Random Sampling Method
Question No. 1
Do you Visit mall?
Do you visit Yes No
No. of Respondents (%) 100% 0%
No. of Respondents (in 50 0
Do you visit
60% No. of Respondents (%)
All the candidates interviewed visited mall.
Question No. 2
With whom you prefer to visit mall?
Prefer to visit Friend Spouse Colleagues Alone
No. of 60% 20% 4% 16%
No. of 30 10 2 8
Prefer to visit malls
20% 60% Alone
Out of 50 respondents:-
60% preferred to visit malls with Friends.
20% preferred to visit malls with their spouse.
Question No. 3
How much time you spend in a mall?
Time spent on Hour 1-2 hrs More than 3
No. of 20% 50% 30%
No. of 10 25 15
Time spent on visiting malls
More than 3 hours
Out of 50 respondents 25 respondents spend approx.1-2 hrs in a mall.
Out of 50 respondents 15 respondents spend approx.more than 3 hrs in
Out of 50 respondents 10 respondents spend approx. less than 1hrs. In
Question No. 4
Does the person with whom you visit mall influence you?
Person who influence Yes No
No. of Respondents (%) 40% 60%
No. of Respondents (in 20 30
Person who influence
Person who influence
No. of Respondents (%)
Humans are social being, different person has different perception and attitude, so
they purchase according to their own need like.
Question No. 5
Do you visit the mall, by advertising influence?
Advertisement Yes No Sometime Can’t say
No. of 40% 24% 16% 20%
No. of 20 12 8 10
Out 50 respondents:-
20 respondents responded that they come to know things through
12 respondents responded that they are not affected by advertisement.
08 respondents responded that sometime yes and sometime they don’t know.
Question No. 6
Why do you choose mall for shopping?
Choosing Less Economical Brands Variety Quality All Convenient
malls for time under
No. of 14% 24% 26% 8% 14% 6% 8%
No. of 7 12 13 4 7 3 4
Choosing malls for shopping
All under one roof
7 respondents said less time, 12 respondents said its economical, 13 respondents
said they get brands.
Question No. 7
Do you go for unplanned (spot Purchases) shopping / Purchases?
Unplanned Yes No Can’t say
purchases or spot
No. of 54% 32% 14%
No. of 27 16 7
Unplanned purchases or spot purchases
Out of 50 respondents
54% respondents made unplanned purchases.
32% respondents said they don’t make unplanned purchases.
14% respondents said that they were not sure
Question No. 8
Which of the following media you find the ads of any shopping mall?
Mode of Newspaper T.V Radio Hoardings Others
No. of 30% 50% 10% 8% 2%
No. of 15 25 5 4 1
Mode of advertisement
10% 30% Newspaper
Out of 50 respondents
30% respondents get aware through Newspaper.
25% respondents get aware of the ads through T.V.
10% respondents get aware through Radio channels.
8% respondents get aware through hoardings.
FINDINGS AND OBSERVATIONS
1. Almost every person contacted or interviewed said that he/she has visited
malls. Maximum number of respondents said they are aware of malls.
2. From analysis we found out that most of the people were affected and
attracted with offers and schemes.
3. It has been found out that most of the people in Pune city visit malls for
refreshment and enjoy.
4. Consumers choose malls to stop because they all want variety and brands
and shopping at malls according to the consumers is economic as compared
to shopping at other places.
Most of the people who were interviewed by me responded that brand loyal
and most of them stack to the brand they like.
6. Advertising plays a very crucial part in the consumer decision making
Most of the respondents take on the spot decision of buying different
products because of the various attractive product displays and pretty
combination which the store tries on the mannequins is mostly dependent by
the customers, show that most of the consumers are attracted towards
different fancy displays.
8. For most of the respondents quality plays a very important role because most
of the respondents said that they want quality products’ and that’s also one
reason for most of the respondents sticking to particular brands.
9. We can also say that location, variety convenience and economical products
are not the only things which attract the customer but there are some other
factors which play a major role in attracting the customers as mentioned.
The allotted time to conduct the survey was 15 days. Therefore it became a bit
difficult to cover the entire city of Pune. However, the key areas were aptly
Availability of data:
Most of the restaurants and eating joints were not in favor of us conducting the
survey inside their premises as it would disturb their customers. ‘Non-willingness
of the respondents to answer the questionnaire was also a hurdle.
Reliability of data:-
Reliability of data always remains a prime concern when humans are surveyed.
Mon-interest, poor understanding, unclear questions, inability to think instantly
and customer biases creeps in apprehensiveness in the minds of the researcher
while tabulating and analyzing the data.
Consumer’s behavior is often studied because certain decisions are significantly
affected by their behavior or expected actions. For this reason consumer behavior
is said to be applied discipline.
1. In a general sense, the most important reason for studying consumer
behavior is the significant role it plays in our lives. Much of our time is
spent directly in the market place, eating or engaging in other activities. A
large amount of additional time is spent thinking about products and
services, talking to friends about them, and seeing or hearing advertisements
about them. In addition, the goods people eat and the manner in which they
use them significantly influence how they live their daily lives. These
general concerns alone are enough to justify our study of consumer
behavior. However, many seek to understand the behavior of consumers for
what are thought to be more immediate and tangible reasons.
2. The main reason behind this project was to find out the behavior of the
consumer buying behavior while shopping at mall because most of the
population surveyed preferred to shop at malls and how day by day the
consumers demands are increasing and through this project I came to know
that what are the various behavior of a typical customer who shops at mall.
Customers are becoming price conscious they are having many options in
the market considering the consumer buying behavior the malls and other
shopping centers should take certain definite steps like retaining
customers by giving those schemes discounts and better service.
The trend today has been to combine shopping with various offerings for
ex… in a mall apart from shopping a customer enjoys food courts and
many others services which today’s modem malls provide.
Shopping has made people spend not just on their requirements of goods
to be bought but to look on the totality of the experience have a quick bite
at Mc Donald’s in the mall are let the kids play fun games while one is
busy shopping or even taking the family out to movie and having a dinner
“ALL UNDER ONE ROOF”
The benefits of this totality offering are that many vendors get to have
people patronized their offerings while the shopping experience i.e.’ being
enhanced more business is got by the stores at the venue. Shopping is no
longer a onetime agenda for people. Various options are opening up.
During the analysis it was found that customers become loyal to few malls
and department stores and visit them often as compared to other.
Although it was found all of them keep approximately same kinds of
brands and products and the same pleasing environment. All this in mind
we need to differentiate our mall from others in the city to build up our
own set of customers. It was found that the major problem faced by the
customers is the crowed at the cash counter. The life of today’s generation
has become very fast. They don’t want to wait in a queue for a longer
period. Thus we must provide more cash counters in our mall.
One advantage is that there is only one mall in the city that is magnum
mall others are the department stores. So enhance it and make it better to
make it different i.e. by having special attraction like body spa, Gym in
the mall. There should be a provision for ATMs in the mall too.
“Questionnaire on Consumer shopping behavior in BIG
Hi..!! Please spare some time to fill in this survey. The survey is
voluntary and will help us to gather more information to make our project.
1. Do you visit mall?
a. Yes b. No
2. With whom you prefer to visit malls?
a. Friends b. spouse c. Colleague d. Alone
3. How much time do you usually spend in a mall?
Hour b. 1-2 hours c. More than 3 hours
4. Does the person with whom you visit mall influence you?
a. Yes b. No
5. Do you visit the mall, by advertisement influence?
a. Yes b. No c. Sometimes yes d. Can’t say
6. Why do you choose mall for shopping?
Less time b. Economic c. Brands d. Variety
e. Quality f. All under one g. Convenience
7. Which of the following media you find the ads of any shopping mall?
a. News b. T.V. c. Radio d. Hoardings
8. How frequently do you visit mall?
Weekly b. Monthly c. Occasionally
9. Do you stick to a particular brand?
a. Yes b. No c. Can’t say
Why you opt for a particular mall?
a. Quality b. Services c. Brand name d. word of
11. Do you go for unplanned (spot) shopping / purchases?
a. Yes b. No c. Can’t say
What are the things you would like to list under planned purchases?
a. Apparels b. Food products c. Appliances
d. Jewwellary e. Cosmetics f. Health & oral care
g. Utensils h. Grocery i. Toy & Gifts
Feed back / Suggestions:-
Books and magazines:
• Consumer Behavior
- Fourth edition by David L. London & Albert J. Delia Bitta.
• Research methodology (Methods & Technology)
Revised Second edition by C.R.Kothari
Through net surfing: