Downloaded 73 times
Uploaded byPrachi Shastri
consumer behavior project on Big Bazaar
Big Bazaar is India's largest hypermarket chain known for its low prices. It targets middle-income customers, especially students, with promotions like "Wednesday Bazaar - Hafte ka Sabse Sasta Din." Research found most visitors are women aged 15-41 from service and business professions. Over half spend 1,000-2,000 rupees per visit. While price is the main reason for shopping at Big Bazaar, visitors also purchase clothes, food, and accessories. Most pay in cash and visit on weekends. Big Bazaar aims to meet customers' basic needs affordably while building a sincere brand known for variety, reliability and value.
More Related Content
Similar to consumer behavior project on Big Bazaar
consumer behavior project on Big Bazaar
- 1. Meet Mrs. RekhaMehta ! Loves to Read Loves to Shop Likes to watch movies Likes to eat out Likes to meet friends Loves to spend time with family
- 2. When Mrs. Mehtagoes to shop for the monthly groceries, she always chooses BIG BAZAAR But why BIG BAZAAR ?
- 3. About Big Bazaar •Largest hypermarket chain in India. • Brain-child of Kishore Biyani, first generation entrepreneur. • First store opened in Kolkata in October 2001. • Two more stores opened in same month at Hyderabad and Mumbai.
- 4.
- 5. 47.41% 52.59% Gender Male Female 15% 24% 20% 41% Profession Business Service Home maker Students The proportionof women visiting Big Bazaar is slightly more than the men TARGET SEGMENT Students make the largest part of the population visiting Big Bazaar because of the low prices. The reason why home-makers are not at the 1st rank is probably because they tend to make most of their purchases from vendors near their residence.
- 6. 23.70% 14.30% 14.50% 10% 33% below… Rs. 10000-… Rs. 20000-… aboveRS.… Dependent Income of Respondents Number of respondents 12% 31% 11% 46% Frequency of Visit Weekly Monthly Quarterly On Unplanned basis BRAND PERSONALITY highest respondents-dependents , least-high income group. positioning of “Sabse Sasta, Sabse Acha” worked out for Big Bazaar and depicted the brand as ‘SINCERE’ BRAND LOYALTY The highest number of respondents said that their visits were unplanned. Brand Loyalty- weak.
- 7. 22.81% 40.93% 18.76% 17.48% Marts where respondentsshop other than Big Bazaar D-mart National Handloom Star Bazaar Reliance Mart National Handloom is the most popular Mart where repondents like to shop other than Big Bazaar. This shows that they are not brand loyal to Big Bazaar.
- 8. 20.50% 60.20% 19.25% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Preferred days Preferred days 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 2.70% 15.50% 28.40% 53.30% Preferred timeof the Day Preferred time of the Day Respondents preferred to shop on weekends inspite of the “Wednesday bazaar- HAFTE KA SABSE SASTA DIN” Offer. This shows that the Wednesday campaign was not much of a success The highest number of respondents said, their visits were in the period of 6pm-10pm i.e after work hours
- 9. Clothes 29% Accessorie s 15% Grocery 18% Food Items 28% Electronic Items 7% Others 3% Types of productspurchased MOTIVES OF PERCEPTUAL SELECTION Respondents visit Big bazaar for not only groceries, but also other items such as- Clothes, food items and accessories
- 10. 0 100 200 300 400 Cash Credit CardDebit Card 316 72 17 Mode of Payment Mode of Payment Nearly 80% of the consumers of Big Bazaar preferred to pay their bills through cash. Only a little more than 20% paid through credit or debit cards.
- 11. Attribute Excellent (5 pts.) Good (4pts.) Average (3 pts.) Bad (2 pts.) Very bad (1 pt.) Price 86 184 131 4 0 Service 42 213 140 10 0 Quality 67 196 138 4 0 Variety 74 210 111 10 0 Ambience 33 197 148 90 8 REASON FOR PURCHASE Multiplying the weights of scale to the values collected from questionnaire, we get:
- 12. ATTRIBUTE RANK Price 1st Variety2nd Quality 3rd Service 4th Ambience 5th Price is the main factor why respondents visit Big Bazaar. Cognitive components: Variety (2nd), Service (4th) Affective components: Ambience (5th) Conative components: Price (1st)
- 13. Brand Personality • Sincerity -Providesa complete shopping experience - Lives upto the promises communicated through ads. • Competence: -Availability of products -Best offers and deals -Stores widely spread -Reliable • Ideal Self Image
- 14. Motivation Big Bazaar catersto the basic needs of a consumer Maslow’s hierarchy
- 15. 0.00% 10.00% 20.00%30.00% 40.00% 50.00% < 30 mins 30mns-1 hr 1 hr-2 hrs > 2 hrs 5.90% 31.80% 45% 17.30% Time Spent per Visit Time Spent per Visit Less than 6% respondents said that they spend less than 30 mins at Big Bazaar. This is a motivating revelation from the respondents.
- 16. 40 138 154 73 Money Spent pervisit < 500 500-1000 1000-2000 > 2000 More than 50% of Big Bazaar customers pay a bill of more than 1000 rupees per visit. This is another motivating point to make note of.
- 17. Herzberg’s Two-Factor Theory HygieneFactor • Variety brands Motivating Factor • Low price • Exchange offers • One stop shop
- 18. Model of theMotivation Process
- 19. Perceptual Selection Nature of Stimulus Advertising-IsseSasta aur Acha Kahi nahi, Naye India ka Naya Bazaar, Wednesday bazaar-HAFTE KA SABSE SASTA DIN, Exchange Offers Brand name- largest Hypermarket Chain in India Expectations Low Price , Helping Staff All products under one roof All brands of products available Motives Clothes, Food Items Grocery, Accessories
- 20. Absolute Threshold Point atwhich an individual can differentiate between something & nothing
- 21.
- 22. Innovation – ContinuousInnovation Social System – Middle class people Time – Early Adopters, Early Majority, Late Majority Communication – Print, TVC campaign, Social Media
- 23. Innovation Continuous Innovation Wednesday BazaarSabse Sasta Din (Sabse Sasta, nSabse Acha)
- 24. 6 days MahaBachat The Great Exchange Offer
- 25. Decision Making Process Active Problem recognition by the consumer Internal and External search of information for choosing Big Bazaar. Eg: search for offers
- 26. Evaluation of alternatives: •Recommendations of Friends ad Family •Best deals and offers available • Proximity from home • Availability of products required • Price Sensitivity Purchase: • Repeated Purchase •Long term commitments Post Purchase: • Dissonance barely occurs. Decision Making Process
- 27. TVC Campaign • Sabsesasta 3 din Campaign • Swagatam khushiyon ka Campaign • Public Holiday Sale Campaign • Making India Beautiful Campaign
- 28.
- 29. Learning • Motivation: Thelow prices and constant offers • Cues: Advertisements, posters, in store promotions • Response: People choosing Big Bazaar over other departmental stores • Reinforcement: The offers and deals lead to repeat visits to the stores.
Editor's Notes
- #19 This model highlights the motivation process. We can see that the “drive” toward behavior will often end in the fulfillment of the need. The processes and effects of previous learning tie strongly into choices made when the behavior is defined.