Research Project of Consumer Behavior Analysis of Carrefour Dubai.

1. CARREFOUR
Les prix bas... La confiance en plus
A Consumer Behavior Analysis
Presentation By
Mayank Gupta 140201075
Nishant Agrawal 140201086
Kapil Sharma 140201068
Manvendra Bisht 140201073
Manas SIngh 140201072
Mohd. Mohtashim 140201078
Joycee Singh 140201067
Nitesh Dalal 140201087
Section:B Group:2

2. About Carrefour
French Multinational Retailer headquartered in Boulogne
Billancourt, France
One of the largest hypermarket chains in the world (1452
hypermarkets at the end of 2011)
Fourth largest retail group in the world in terms of revenue
Carrefour means “crossroads”
The first Carrefour store opened on 1 January 1958

3. Objectives
 Consumer Profile
 Brand Recall
 Customer Visit Details
 Customer Spending & Consumption Pattern
 Customer Satisfaction

4. Consumer Behavior
 The aim of Marketing is to affect how customers think & act
 To affect the whats, whens & hows of buyer behavior, the marketers must first
understand whys

5. Complex
Buying
Behavior
Buying Decision Behavior
Low
Involvement
Variety
Seeking
Buying
Behavior
Dissonance
Reducing
Buying
Behavior
Habitual
Buying
Behavior
High
Involvement
Significant differences
between brands
Few differences
between brands
Consumer may simply
select a familiar brand out
of habit.
For e.g. Brand of Salt
Someone buying an
expensive new PC might
undertake a full info.
Gathering & brand
evaluation process

6. Need
Recognition
Information
Search
Evaluation of
Alternatives
Purchase
Decision
Post Purchase
Behavior
Buying Decision Process
The buying process starts long before the
actual purchase and continues long after. In
fact, it might result in a decision not to buy.
Therefore, marketers must focus on the
entire buying process, not just the purchase
decision

7. Methodology
 Sample Size
Store Location Madina Mall
 Sampling Method
Convenience Sampling
 Data Collection Method
Mall of
Emirates
Questionnaire to collect Primary Data
Secondary Source of Data was Internet
Mirdiff City
Centre
Total Sample
Size
Sample Size
Breakup
15 15 20 50

8. Limitations
 The study has been conducted over very short duration
 Due to the short duration
I. The Sample Size is very small
II. Non-Probabilistic method of sampling is used
III. Numbers of outlets visited were less
Hence, the findings are Indicative

9. Analysis & Findings

10. 12
Frequency Average Spending/10
9 8
4
7 6
4
28.058
41.657
38.76
33.16
37.6
52
48
60
50
40
30
20
10
0
20-25 25-30 30-35 35-40 40-45 45-50 50-55
Age Groups
Demographics

11. Brand Recall
Respondents (%) TOM Recall Order
88 1. Carrefour
2. LuLu
3. HyperPanda
12 1. Carrefour
2. LuLu
3. Can’t Say
 All the respondents mentioned Carrefour as well as LuLu

12. Why Carrefour?
 Prime Locations
 All Products under one roof
 Very good CRM system
 Issues get Resolved Quickly
 Easily Accessible
 Better Deals than competitor
 Mobile Apps for various platforms

13. Consumer Complaints
 Communication problems with the Cashier
 Poor Staff Management
 Unable to deliver their promises
 After Sales Service

14. Customer Review
A must visit place on weekends if you want to lose
your children! Way too crowded! Expected though,
since it offers a large variety of groceries; anything
and everything. Food court is amazing too,
especially chaat, salad, n pizza. My mom's favorite
place for grocery shopping
Incompetent Cashier

15. Frequency of Visit
4
3
Frequency
1 1 1
2 2
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
20-25 25-30 30-35 35-40 40-45 45-50 50-55

16. Customer Satisfaction
Factors
Service
Delivery Time
Staff
Behavior
Deals &
Discounts
Store
Ambience
Price
Infrastructure
Carrefour LuLu Hypermarket
Mean
Satisfaction
Level
3.36 Average
3.92
Above
Average
4.54 Very High
4.62 Very High
4.71 Very High
4.66 Very High
Mean
Satisfaction
Level
3.8
Above
Average
3.88
Above
Average
4.28 High
4.38 High
4.76 Very High
4.38 High

17. Conclusions
The most frequent customers
are of the age group 20-25
Families also prefer Carrefour
over local supermarkets
Target Group: Students &
Families
Carrefour can improve on Staff
Behavior & Service Delivery
Times
Carrefour can also improve their
After Sales Service
Most important factors that
influence visits
•Deals & Discounts
•Price
•Infrastructure