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Factors influences consumer behavior towards                     multi brand outletsSubmitted to                          ...
EXECUTIVE SUMMARYThe project is done by Satyranjan Suar, Vishal Atul Darandale, and BiradarShivshankar for the fulfillment...
Table of ContentContentsCHAPTER 1 ...........................................................................................
TableTable 3.1 : Grid and consumer responses towards accessibility ..........................................................
Graph: 3.5 Window shopping ..................................................................................................
CHAPTER 1                               INTRODUCTIONThere is nobody in the world that is left out of the class of consumer...
and services offered. The common sources through which individual gathersinformation are from advertising media (televisio...
CHAPTER 2                               METHODOLOGY2.1 Sampling      Project area is selected by convenient sampling. By t...
CHAPTER 3                                          FINDINGS AND ANALYSIS3.1 Accessibility of BIG BAZARAccessibility is a m...
3.2 Quality of ComparisonQuality comparison between different brands is important from the consumer’spoint of view. As the...
3.3. Variety of productAvailability of variety of products makes a outlet more convenient for anyconsumer to purchase all ...
3.4 Availability of new productGenerally the new products introduced on the market are available in thesemultiband outlets...
3.5 Window ShoppingMany consumers go to the multiband outlets without any definite objective topurchase something. As ther...
3.6 Good PackagingFascinating and strong packages makes the consumer attract towards the products.Although it doesn’t effe...
3.7 Credit card FacilityIn the modern era people are preferring card swapping rather than the cashtransactions. In the mul...
3.8 SchemeAlways there are new schemes available for sales promotion in the Big Bazaar.The discounts and offers available ...
3.9 Time PassMany people visit to the nearby mall to pass their leisure time. Youth prefer to goto the multi brand outlet ...
3.10 PricePrice is a major factor for the consumers for choosing the Big Bazaar. Perceptiontowards the price at the outlet...
3.11 Recommendation by friends/ relativesMany people prefer to purchase goods from multi brand outlets as they arerecommen...
3.12 Former ExperiencePeople give less important for former experience of purchase goods from BigBazaar as they are mainly...
3.13 Specific BrandAs Big Bazaar is the multi brand outlet means all the brand are available at oneplace. Consumer can cho...
3.14 Influencing by AdvertisingAs advertising is more important thing in promotion of product and goods. Due tothis type o...
3.15 Combine effect of all influencing factorBelow table shows that preference of people towards various influencing facto...
Graph: 3.15 Not Important influencing factors against perception                             Not Importance perception aga...
Graph 3.16 Less Important                                                  Less Important                      14  No. of ...
Graph: 3.17 Important                                                             Important                       20      ...
Graph 3.18 Very Important                                                       Very Inportant                      18    ...
Chapter 4                                   CONCLUSIONThis study concluded with some results comes out after analyzing of ...
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Factors influences consumer behavior towards multi brand outlets

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Factors influences consumer behavior towards multi brand outlets

  1. 1. Factors influences consumer behavior towards multi brand outletsSubmitted to Submitted byProf. L.K. Vaswani Vishal Atul Darandale (11201051) Shivshankar Biradar (11201014) Satyaranjan Suar (11201041)
  2. 2. EXECUTIVE SUMMARYThe project is done by Satyranjan Suar, Vishal Atul Darandale, and BiradarShivshankar for the fulfillment of Marketing Management subject which isassigned for 2 credits in the MBA-RM program.The project title was “factors influencing consumer behavior towards multibandoutlet”. For the study the Big Bazaar (Patia, BBSR) is taken as the study location,which is a eminent multi brand outlet for the consumers of Bhubaneswar.Objective of the study was “To find out the important factor that influencesconsumer behavior towards multi brand outlet”. To achieve the objective 14influencing factors are taken as the parameters.Required data was collected by formal questionnaires. Accessibility, Qualitycomparison, Variety, Availability of new products, Window shopping, Goodpackaging, Credit card, facilities Schemes ,Time pass, Price Recommendation,from friends and relatives, Former experience, Availability of specific brandswhich are not available anywhere in city, Influencing by Advertising.
  3. 3. Table of ContentContentsCHAPTER 1 .................................................................................................................................................... 6INTRODUCTION ............................................................................................................................................. 6 1.1 OBJECTIVE ........................................................................................................................................... 7CHAPTER 2 .................................................................................................................................................... 8METHODOLOGY ............................................................................................................................................ 8 2.1 Sampling .............................................................................................................................................. 8 2.2 Primary data collection ....................................................................................................................... 8 2.3 Analysis ............................................................................................................................................... 8 2.4 Dissemination ..................................................................................................................................... 8CHAPTER 3 .................................................................................................................................................... 9FINDINGS AND ANALYSIS .............................................................................................................................. 9 3.1 Accessibility of BIG BAZAR .................................................................................................................. 9 3.2 Quality of Comparison ...................................................................................................................... 10 3.3. Variety of product ............................................................................................................................ 11 3.4 Availability of new product ............................................................................................................... 12 3.5 Window Shopping ............................................................................................................................. 13 3.6 Good Packaging................................................................................................................................. 14 3.7 Credit card Facility ............................................................................................................................ 15 3.8 Scheme ............................................................................................................................................. 16 3.9 Time Pass .......................................................................................................................................... 17 3.10 Price................................................................................................................................................ 18 3.11 Recommendation by friends/ relatives .......................................................................................... 19 3.12 Former Experience .......................................................................................................................... 20 3.13 Specific Brand.................................................................................................................................. 21 3.14 Influencing by Advertising............................................................................................................... 22 3.15 Combine effect of all influencing factor ......................................................................................... 23Chapter 4..................................................................................................................................................... 28CONCLUSION............................................................................................................................................... 28
  4. 4. TableTable 3.1 : Grid and consumer responses towards accessibility .................................................................. 9Table 3.2 Grid and consumer responses towards Quality Comparison..................................................... 10Table: 3.3 Variety of Product ...................................................................................................................... 11Graph: 3.4 Availability of new product ....................................................................................................... 12Table: 3.4 Grid and consumer responses towards Availability of new product ......................................... 12Table: 3.5 Grid and consumer responses towards Window shopping ....................................................... 13Table 3.6 Grid and consumer responses towards Good Packaging ............................................................ 14Table: 3.7 Grid and consumer responses towards Credit card facility ....................................................... 15Table 3.8 Grid and consumer responses towards Schemes ....................................................................... 16Table 3.9 Grid and consumer responses towards Time Pass...................................................................... 17Table 3.10 Grid and consumer responses towards Price............................................................................ 18Table 3.11 Grid and consumer responses towards Recommendation by friends/ relatives ..................... 19Table 3.12 Grid and consumer responses towards Former experience .................................................... 20Table 3.13 Grid and consumer responses towards Specific Brand ............................................................ 21Table 3.14 Grid and consumer responses towards Influencing by Advertising ......................................... 22Table: 3.15 Combine effect of all influencing factor ................................................................................... 23ChartChart: 3.15 Not Important influencing factors against perception ............................................................ 24Chart 3.16 Less Important........................................................................................................................... 25Chart: 3.17 Important ................................................................................................................................. 26Chart: 3.18 Very Important ......................................................................................................................... 27GraphsGraph: 3.1 Accessibility of BIG BAZAAR ........................................................................................................ 9Graph: 3.2 Quality Comparisons ................................................................................................................. 10Graph: 3.3 Variety of Product ..................................................................................................................... 11Graph: 3.4 Availability of new product ....................................................................................................... 12
  5. 5. Graph: 3.5 Window shopping ..................................................................................................................... 13Graph:3.6 Good Packaging.......................................................................................................................... 14Graph: 3.7 Credit card facility ..................................................................................................................... 15Graph: 3.8 Schemes .................................................................................................................................... 16Graph: 3.9 Time pass .................................................................................................................................. 17Graph: 3.10 Price ........................................................................................................................................ 18Graph: 3.11 Recommendation by friends/ relatives .................................................................................. 19Graph: 3.12 Former Experience .................................................................................................................. 20Graph:3.13 Specific Brand.......................................................................................................................... 21Graph: 3.14 Influencing by Advertising....................................................................................................... 22Graph: 3.15 Not Important influencing factors against perception ........................................................... 24Graph 3.16 Less Important......................................................................................................................... 25Graph: 3.17 Important ................................................................................................................................ 26Graph 3.18 Very Important ......................................................................................................................... 27
  6. 6. CHAPTER 1 INTRODUCTIONThere is nobody in the world that is left out of the class of consumers. Theconsumer hood continues till one’s last breath in the world.The consumer purchases a variety of goods and services to satisfy his wants and heis always influenced in his purchasing activities by some considerations which leadhim to select a particular commodity or a particular retail store in preference toothers. So, consumer buying is more complex. Consumer purchases are likely to beinfluenced by physiological, psychological and sociological factors. Thecommodities and services are brought by the consumer to satisfy his basic needs,for comfort, pleasure, recreation and happiness. Every individual has physiologicalneed such as hunger, shelter, thirst, etc., which have to be satisfied for survival.The psychological factors like status prestige and social factors like friends,neighbors, job and relatives influence their purchasing activities.People bear certain beliefs and attitudes towards certain types of goods, brands ofcommodities and retail outlets based on their previous experience. When there is aneed, they are able to discover some new commodities capable of satisfying theirneeds. Before the commodities and brands are selected, these commodities mustcompete successfully against alternatives in the market. The selection of aparticular commodity becomes important for consumer since there are widevarieties of consumer goods in the market. Again selection of a particularcommodity depends on income of the consumer and necessity of the product to theindividual. Before the selection of the commodity purchased, an individualrequires information regarding the various sources of supply of the commodity, itsbrands, relative merits and demerits, uses and value of their characteristic features
  7. 7. and services offered. The common sources through which individual gathersinformation are from advertising media (television, radio and news papers),friends, retailers in the locality, displays in shops.1.1 OBJECTIVETo find out the important factors that influences consumer behavior towards multibrand outlets.
  8. 8. CHAPTER 2 METHODOLOGY2.1 Sampling Project area is selected by convenient sampling. By this way BIG BAZAAR is taken as the project area. As the universe is not defined so a sample size of 30 respondents is taken. The respondents are selected by perfect random sampling. Criteria for the respondents are they must go to Big Bazaar frequently for shopping.2.2 Primary data collection The report is based on primary data. To collect the data formal questionnaires are used. The respondents are asked to fill up the questionnaire form by themselves.2.3 Analysis After collection of the data analysis is done by the Microsoft excel software. The comparison is made by different charts and functions of statistics.2.4 Dissemination At the last the report is written according to the findings of the assigned project and disseminated.
  9. 9. CHAPTER 3 FINDINGS AND ANALYSIS3.1 Accessibility of BIG BAZARAccessibility is a major factor for the consumers for choosing the Big Bazaar.Perception towards the convenience to reach the outlet is tested here which showsthat 17 out of 30 consumers says that it’s important. As there are many such outletsin the city it’s easy to any consumer to choose any other outlet.The below chartmakes degree towards this perception visualize.Graph: 3.1 Accessibility of BIG BAZAAR Accessibility of BIG BAZAAR 20 No. of Respondent 15 10 5 0 Not Important Less Important Important Very ImportantTable 3.1 : Grid and consumer responses towards accessibility Grid Accessibility Not Importance 0 Less Important 7 Important 17 Very Important 6
  10. 10. 3.2 Quality of ComparisonQuality comparison between different brands is important from the consumer’spoint of view. As the multiband outlet provides this facility so it’s an importantfactor that influences the consumers towards it.The above statement is proved by the given chart which shows that 63%respondents says that it is important for choosing the outlet.Graph: 3.2 Quality Comparisons Quality Comparison 20 18 16 No. of Respondent 14 12 10 8 6 4 2 0 Not Important Less Important Important Very ImportantTable 3.2 Grid and consumer responses towards Quality Comparison Grid Quality Comparison Not Important 1 Less Important 3 Important 19 Very Important 7
  11. 11. 3.3. Variety of productAvailability of variety of products makes a outlet more convenient for anyconsumer to purchase all the required goods from one place which saves their time,money and effort for searching them.From the chart shown here we can conclude that 50% of the consumers’ variety Isvery important. 24% says that it’s important and so on as in the chart. Which is aevidence for showing the degree of importance of the factor.Graph: 3.3 Variety of Product Variety of Product 16 14 12 No. of Respondent 10 8 6 4 2 0 Not Important Less Important Important Very ImportantTable: 3.3 Grid and consumer responses towards variety of product Grid Variety of product Not Important 2 Less Important 5 Important 8 Very Important 15
  12. 12. 3.4 Availability of new productGenerally the new products introduced on the market are available in thesemultiband outlets before than the Kirana stores. So consumers prefer the outlet toget the new product rather than searching it from the market.The given chart and table makes this perception clear. Here the degree ofimportance of the factor is given. Maximum that is 50% of the respondent said thatit is important for them.Graph: 3.4 Availability of new product Availability of new product 16 14 No. of Respondent 12 10 8 6 4 2 0 Not Important Less Important Important Very ImportantTable: 3.4 Grid and consumer responses towards Availability of new product Availability of Grid new product Not Important 4 Less Important 1 Important 15 Very Important 10
  13. 13. 3.5 Window ShoppingMany consumers go to the multiband outlets without any definite objective topurchase something. As there are all products in the display they take anythingwhich attracts them. This concept is called the window shopping which drags theconsumers towards a multi brand outlet. In the given chart maximum respondenti.e. 40% said that it is very important to them. So, multiband outlet changes atypical buyer to a shopper.Graph: 3.5 Window shopping Window shopping 14 12 No. of Respondent 10 8 6 4 2 0 Not Important Less Important Important Very ImportantTable: 3.5 Grid and consumer responses towards Window shopping Grid Window shopping Not Important 2 Less Important 5 Important 11 Very Important 12
  14. 14. 3.6 Good PackagingFascinating and strong packages makes the consumer attract towards the products.Although it doesn’t effect in selling to a great extent but makes the customer happyafter selling. Packaging may make the customer loyal because it adds the value tosome extent.Here 39% said that this is important. 24 % of the respondents said that its veryimportant.Graph:3.6 Good Packaging Good Packaging 14 12 No. of Respondent 10 8 6 4 2 0 Not Important Less Important Important Very ImportantTable 3.6 Grid and consumer responses towards Good Packaging Grid Good Packaging Not Important 3 Less Important 6 Important 13 Very Important 8
  15. 15. 3.7 Credit card FacilityIn the modern era people are preferring card swapping rather than the cashtransactions. In the multi brand outlets swapping facility attracts people more. Itmakes the customers easy to transact that much amount which is required.The given chart shows the degree of importance of this facility. 40% customerssaid that it is important, which is maximum. For 30 % of the customers it isimportant.Graph: 3.7 Credit card facility Credit card facility 14 12 No. of Respondent 10 8 6 4 2 0 Not Important Less Important Important Very ImportantTable: 3.7 Grid and consumer responses towards Credit card facility Grid Credit card facility Not Important 1 Less Important 8 Important 9 Very Important 12
  16. 16. 3.8 SchemeAlways there are new schemes available for sales promotion in the Big Bazaar.The discounts and offers available in the out let is a major factor to influence thecustomers to prefer the outlet.51% of the respondents said that it is very important. Which shows to what extentthis factor is important.Graph: 3.8 Schemes Schemes 18 16 14 12 No. of Respondent 10 8 6 4 2 0 Not Important Less Important Important Very ImportantTable 3.8 Grid and consumer responses towards Schemes Grid Schemes Not Important 3 Less Important 5 Important 5 Very Important 17
  17. 17. 3.9 Time PassMany people visit to the nearby mall to pass their leisure time. Youth prefer to goto the multi brand outlet to pass their time. But from the analysis maximum peoplesaid that this is not a important factor to go to the Big Bazaar. 39% people said thatthis is not important which is maximum where as 24% said that is very important.Graph: 3.9 Time pass Time pass 14 12 No. of Respondent 10 8 6 4 2 0 Not Important Less Important Important Very ImportantTable 3.9 Grid and consumer responses towards Time Pass Grid Time pass Not Important 13 Less Important 4 Important 5 Very Important 8
  18. 18. 3.10 PricePrice is a major factor for the consumers for choosing the Big Bazaar. Perceptiontowards the price at the outlet is tested here which shows that 50% consumers saythat it’s important. Products are available at various prices in Big Bazaar so thatmany consumers gets attracted to such outlets.Graph: 3.10 Price Price 16 14 12 No. of Respondent 10 8 6 4 2 0 Not Important Less Important Important Very ImportantTable 3.10 Grid and consumer responses towards Price Grid Price Not Important 2 Less Important 6 Important 15 Very Important 7
  19. 19. 3.11 Recommendation by friends/ relativesMany people prefer to purchase goods from multi brand outlets as they arerecommended for purchase goods from their friends and relatives. Near about 36%people purchase goods from big bazaar on recommendation by friends andrelatives.Graph: 3.11 Recommendation by friends/ relatives Recommendations by friends/ Relatives 12 10 No. of Respondent 8 6 4 2 0 Not Important Less Important Important Very ImportantTable 3.11 Grid and consumer responses towards Recommendation by friends/ relatives Recommendations by Grid friends Not Important 7 Less Important 8 Important 11 Very Important 4
  20. 20. 3.12 Former ExperiencePeople give less important for former experience of purchase goods from BigBazaar as they are mainly attracted from many other things such as price, discountand all that. Near about 43% people gives less important to former experience forpurchase from this type of outlets.Graph: 3.12 Former Experience Former Experience 14 12 No. of Respondent 10 8 6 4 2 0 Not Important Less Important Important Very ImportantTable 3.12 Grid and consumer responses towards Former experience Grid Former Experience Not Important 6 Less Important 13 Important 7 Very Important 4
  21. 21. 3.13 Specific BrandAs Big Bazaar is the multi brand outlet means all the brand are available at oneplace. Consumer can choose specific brand from all these brands available at BigBazaar and for that he need not require to go to specific brand showroom or shop.A 50% person out of 30 people gives very much important to this thing to savetheir time, money.Graph:3.13 Specific Brand Specific Brand 16 14 12 No. of Respondent 10 8 6 4 2 0 Not Important Less Important Important Very ImportantTable 3.13 Grid and consumer responses towards Specific Brand Grid Specific Brand Not Important 3 Less Important 4 Important 8 Very Important 15
  22. 22. 3.14 Influencing by AdvertisingAs advertising is more important thing in promotion of product and goods. Due tothis type of promotion more people gets attract towards Big Bazaar and also getsstrongly influencing due to advertising. A 36 % people give very much importanceto this attribute as they are mainly influencing by advertisement.Graph: 3.14 Influencing by Advertising Influencing by Advertising 14 12 No. of respondent 10 8 6 4 2 0 Not Important Less Important Important Very ImportantTable 3.14 Grid and consumer responses towards Influencing by Advertising Grid Influencing by Advertising Not Important 6 Less Important 6 Important 5 Very Important 13
  23. 23. 3.15 Combine effect of all influencing factorBelow table shows that preference of people towards various influencing factors inaccording with specified Grid points such as not importance to very importance.Table: 3.15 Combine effect of all influencing factor Not Less Influencing Factor Importance Important Important Very Important Accessibility 0 7 17 6 Quality Comparison 1 3 19 7 Count of Variety 2 5 8 15 Availability of new product 4 1 15 10 Window shopping 2 5 11 12 Good Packaging 3 6 13 8 Credit card facility 1 8 9 12 Schemes 3 5 5 17 Time pass 13 4 5 8 Price 2 6 15 7 Recommendations 7 8 11 4 Former Experience 6 13 7 4 Specific Brand 3 4 8 15 Influencing by Advertising 6 6 5 13
  24. 24. Graph: 3.15 Not Important influencing factors against perception Not Importance perception againt factor 14 No. of Respondent 12 10 8 6 4 2 0 Influencing factorChart: 3.15 Not Important influencing factors against perception Accessibility Not Importance Count of Variety 0% Influencing by Quality Comparison 4% Availability of new Advertising 2% product 11% 7% Specific Brand 6% Window shopping 4% Good Packaging Former 6% Credit card facility Experience 2% 11% Schemes 6% Recommendations Time pass 13% 24% Price 4%
  25. 25. Graph 3.16 Less Important Less Important 14 No. of respondent 12 10 8 6 4 2 0 influencing factorsChart 3.16 Less Important Influencing by Advertising Less Important 7% Accessibility Quality Comparison 9% Specific Brand 4% 5% Count of Variety 6% Availability of new product Former 1% Experience Window shopping 16% 6% Good Packaging 8% Recommendations Price 10% 7% Credit card facility 10% Time pass Schemes 5% 6%
  26. 26. Graph: 3.17 Important Important 20 18 16 No. of respondent 14 12 10 8 6 4 2 0 influencing factorChart: 3.17 Important Influencing Important by Advertising Specific Brand 3% 5% Former Experience 5% Accessibility Recommendations 12% 8% Quality Comparison 13% Price 10% Count of Variety 5% Time pass 3% Availability of new Schemes 3% product 10% Credit card facility Good Packaging Window shopping 6% 9% 8%
  27. 27. Graph 3.18 Very Important Very Inportant 18 16 No. of respondent 14 12 10 8 6 4 2 0 Influencing factorChart: 3.18 Very Important Influencing by Very Inportant Accessibility Advertising 4% 9% Quality Comparison 5% Specific Count of Former Experience Brand Variety 3% 11% 11% Availability of new Recommendations product 3% 7% Price 5% Window shopping 9% Time pass 6% Schemes 12% Good Packaging 6% Credit card facility 9%
  28. 28. Chapter 4 CONCLUSIONThis study concluded with some results comes out after analyzing of all first handdata that collected by students. Very important factor that influence the consumer behavior towards multi brand outlet is the schemes available throughout the year for different brands in Big Bazaar. Then second, the quality comparison is the important factor subsequent to schemes that influence customer behavior towards this (Big Bazaar) multi brand outlet.

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