This document discusses assessing customer purchase behaviour at India Bazaar Retail Ltd. It provides background on the company, which ventured into food and grocery retail in 2010 under the brand Samagri. It notes the need to assess customer behaviour as tastes, preferences, incomes, and buying habits change. It describes concepts like customer satisfaction, retailing, operations management, and outlines the objectives and advantages of pilot testing questionnaires to better understand customer purchase behaviour.

1. Assessing Customer Purchase Behaviour at
India Bazaar Retail Ltd.
 This case helps us to understand how to assess consumer purchase
behaviour.
 Consumer behaviour is the study of individuals, groups, and the
process they use to select and dispose products to satisfy their needs.
 It is based on consumer buying behaviour with the customer playing
the three distinct role of user, payer and buyer.
 It attends to understand decision making process of buyers both
individual and in groups.

2. INDIA BAZAAR
RETAIL LTD.
-INDIA BAZAAR GROUP

3. INDIA BAZAAR RETAIL LTD.
 India Bazaar Retail Ltd. was the retail arm of India Bazaar Group, a
US$ 10 billion corporation.
 The company ventured into the food and grocery retail sector in
2010.
 India Bazaar Retail Ltd. expanded its presence across the country
under the brand name “Samagri”. Samagri was a one-stop
shopping destination for the entire family.

4. Need for assessing Customer
Purchase Behaviour
 As customer’s tastes and preferences are changing, the market
scenario is also changing from time to time.
 Income level, life styles and social class of people have completely
changed.
 Buying habits and place of buying has shifted from haat markets to
departmental stores.

5. KEYWORDS IN THE CASE :
Customer satisfaction
 Customer satisfaction is a measure of how products and services
supplied by a company meet or surpass customer expectation.
 Customer satisfaction is defined as "the number of customers, or
percentage of total customers, whose reported experience with a
firm, its products, or its services (ratings) exceeds
specified satisfaction goals.
 In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy.

6. Flow: Customer satisfaction

7. Retailing
 Retail is the sale of goods and services from individuals or businesses
to the end-user.
 A retailer purchases goods or products in large quantities
from manufacturers directly or through a wholesale, and then sells
smaller quantities to the consumer for a profit.
 The term "retailer" is also applied where a service provider services
the needs of a large number of individuals, such as for the public.
 Online retailing, a type of electronic commerce used for business-to-consumer
(B2C) transactions and mail order, are forms of non-shop
retailing.

8. Operations management
 Operations management is an area of management concerned
with overseeing, designing, and controlling the process of
production and redesigning business operations in the production
of goods or services.
 It involves the responsibility of ensuring that business operations
are efficient in terms of using as few resources as needed,
and effective in terms of meeting customer requirements.
 It is concerned with managing the process that converts inputs (in
the forms of materials, labour, and energy) into outputs (in the form
of goods and/or services).

9. Pilot Testing
 Small scale preliminary study.
 Evaluate feasibility, time, cost, adverse event and effect size.
 Used to reduce cost, as these are less expensive than full
experiments.
 To evaluate the competency of the questionnaire.
 To determine the quality of the particulars.

10. Objective of Pilot Testing
 Pilot study is a small experiment designed to test logistics.
 Gather information prior to a large study.
 Improve the actual study’s quality and efficiency.
 Reveal deficiencies in the design of a proposed experiment or
procedure and these can then be addressed before time.
 A good research strategy requires careful planning and a pilot study
will often be a part of this strategy.

11. Advantages
 Carried out before large scale quantitative research in an attempt
to avoid time and money being wasted on an inadequately
designed project.
 Pilot experiments are used to sell a product and provide
quantitative proof that the system has potential to succeed on a full
scale basis.
 It often provides the researcher with ideas, approaches, and clues
you may not have foreseen before conducting the pilot study.
 It can greatly reduce the number of unanticipated problems
because you have an opportunity to redesign parts of your study to
overcome difficulties that pilot study reveals.

12. Limitations
 Pilot study is done on a smaller scale. Thus, actual results of the study
may vary from the results of pilot study.
 A pilot study is usually carried out on members of the relevant
population, but not on those who will form part of the final sample.
 A pilot study is normally small in comparison with the main
experiment and therefore, can provide only limited information on
the sources and magnitude of variation of response measures.

13. Analysis
Bill No. Particulars Bill No. Particulars
12350 PONDS MAGIC TALC 400 GMS. 54580 CADBURYS GEMS 12.3 G
12350 VASELINE BODY LOTION TOTAL MOISTURE 300 ML 54580 RICE KURNOOL SONAMASURI 25 KG NEW
12350 PRIYA GINGER&GARLIC PASTE 200 GMS. 54580 RICE KURNOOL SONAMASURI 25 KG
12350 DIVYA DEEPAM GINGELLY OIL 1 LTR. 54580 KURKURE HYDERABADI STYLE 45 GMS.
12350 VIJAYA SUNFLOWER REFINED OIL 1 LTR REFIL 54580 UNIBIC JAMZ BISCUIT 150 GMS.
12350 VEGAN WET DOSA BATTER 850 GMS 54580 UNIBIC CHOCONUT COOKIES 135 GMS.
12350 AKROOT 100 G
12350 BADAM DAL 50 G 31089 BAJAJ ELECTRIC RICE COOKER RCX5
12350 BESAN 500 G
12350 DALCHIN 10 G 3001 SUGAR 5 KG
12350 GREEN ELAICHI 20 G
12350 JEERA 50 G 5316 SUGAR 5 KG
12350 KAJU SPLIT 100 G
12350 KISMISS 2 QUALITY 50 G 5213 CADBURYS PERK CHOCOLATE 13.5 GMS
12350 MUSTARD BIG 100 G 5213 PARACHUTE COCONUT OIL BOTTLE 500 ML
12350 PALLI 200 G
12350 PUTNA DAL 500 G 30539 VSR NEW SONA MASOORI RICE 25 KG
12350 SUGAR 2 KG 30539 GROUNDNUT FRESH
12350 FAIR & LOVELY MU VIT TOT FAIR CREAM 80 GMS
12350 BKS HEALTH MAGAZINE
12350 COTTON MATOVEL SMALL
12350 SUNFEAST PASTA TREAT MASALA 83 GMS
12350 BISLERI WATER 500 ML