A PROJECT REPORTON

“CONSUMER BUYING BEHAVIOUR IN MENS SHIRTS AT BIG BAZAAR, BURDWAN”

SUBMITTED BY:

SK.NASIM ALIUNIVERSITY REGISTRATION NO: 1006287020

 

UNDER THE GUIDANCE OF

ASST. PROF. SAGARIKA MOHANTY,

DEPT. OF BUSINESS ADMINISTRATION, GITA, BBSR

&

MR.SUJOY DAS,

STORE MANAGER,BIGBAZAAR,BURDWAN

        

GANDHI INSTITUTE FOR TECHNOLOGICAL ADVANCEMENT

BADARAGHUNATHPUR, MADANPUR, BHUBANESWAR, ODISHA

YEAR: 2011

INTRODUCTION

Q. Who are consumers ?What is consumer buying behavior?As we are studying consumer buying behavior in men's shirts at BIG BAZZAR, we should also know about retailing and retail industry.

Consumers are otherwise known as the end users of products & service and consumer behavior refers to the process by which consumers search for, select,

purchase goods and services, in satisfaction of their needs and wants.

Basically retailing consists of the selling of goods or merchandise from a fixed location, such as a departmental store ,shopping mall , shops or stores. Retailers are at the end of the supply chain.

• Retail has played a major role world over in increasing productivity across a wide range of consumer goods and services as it is the interface between the producer and the individual consumer buying for personal consumption. The retail industry in India is often told as one of the sunrise sectors in the economy.

OBJECTIVES OF RESEARCH STUDY

Marketing  activities are always driven with an aim of getting sales increased with innovative ideas. Promotions, pricings are designed in such a manner that customers are made to go and experience the shopping.

Q. But the question lies with customers attitude & behavior of buying men's shirts at BIG BAZAAR, Burdwan. This question generates the following questions.

• What is their perception about Big Bazaar shirts?• At which time do they buy shirts?• Is there any brand awareness of the customers?• For which purpose are they shopping shirts from Big Bazaar?• If they are coming to buy shirts at Big Bazaar are they really satisfied to buy

shirts?

To understand all these things we need to go through a research study where we can find the answers to all these questions.

RESEARCH METHODOLOGY

SURVEY METHOD• Data are usually collected through the use of questionnaires. The data is

collected by mean of sample survey done in the retail store of the customers. SAMPLE SIZE• A sample size of 100 was considered in this project.  TIME TAKEN• The time of research was one and a half month and the observations and

surveys of some people were done daily. TOOLS AND TECHNIQUES OF ANALYSISA. Personal interviews.

B. Projective techniques.

C. Observation of consumers. LIMITATIONS• As BIG BAZAAR celebrates “BIG DAY” since 10th to 15th August there is a

problem of doing the survey as there is huge customer flow inside the store and after the BIG DAY is over customer inflow highly

decreases where most of them are just visitors.

COMPANY PROFILE

• "The story is not about us, but this story is about the people who visit our stores. This is a proud moment for India. “-Mr. Kishore Biyani.

• Future Group’s founder Mr. Kishore Biyani's Pantaloon Retail (India) Limited, India’s leading retailer operates multiple retail formats including BIG BAZZAR,a hyper market chain in India.

• BIG BAZAAR currently owns 210 outlets in 80 cities, also provides the best products at the best price.

BIG BAZAAR has innumerable products under one roof that cater to every need of a family, making BIG BAZAAR India’s favorite shopping destination. In BIG BAZAAR, one finds a huge variety of products to select with a good price and quality. 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 surprisingly low prices. In recent years, BIG BAZAAR has adopted value pricing in which they win loyal customers by charging a fairly low price for a high quality offering.

The BIG BAZAAR promise:

CONSUMER BUYING BEHAVIOR QUESTIONAIRE & FINDINGS

Name: Varied Sex Ratio: M/F

Age: 15-25; 26-35; 36-45; 46-55; 55 above.

Income Group: NIG;LIG; MIG; HIG

• Q1.Which brand of shirts do you prefer to buy from BIG BAZAAR?

(a)AFL (b)DJ&C (c)Knighthood (d)The Privilege Club (e) NYX (f) Lee Cooper

• Q2. What is the expected price range of the brand of shirt you prefer to buy?

(a)Below 300/- (Non Premium) (b) 300/- to 500/- (c) 501/- to 800/- (d) 801/- to 999/- ( Semi Premium ) (e) 1000 above (Premium)

• Q3. Rate your favorite brand of shirt on the basis of the following attributes.

(a)Design: 10 ; 8 ; 6 ; 4 ;2 . (b)Comfort: 10 ; 8 ; 6 ; 4 ; 2 . (c)Variety: 10; 8; 6; 4; 2

• Q4. On which purpose or time usually you buy shirts?

(a)Festival (b) Gift (c) Offers (e) No specific reason

• Q5. Who influences your purchase decision in buying shirts?

(a)Self (b) Family (c) Peers/Friends (d) Salesperson (e) Others:

• Q6. Why do you prefer to buy shirts from Big Bazaar.

(a)Quality (b)Variety (c)Reasonable price (d)Good shopping conditions (e)Others

• Q7 Are you satisfied?

(a)Highly satisfied (b)Satisfied (c)Moderate (d)Dissatisfied (e)Highly dissatisfied

DATA ANALYSIS & INTERPRETETION

• The survey is done on BIG BAZAAR, Burdwan on 100 respondents who come to visit Big Bazaar. The customer’s gave valuable information regarding their consumption pattern in big bazaar. All information’s are collected and a proper analysis is done.

ANALYSIS & INTERPRETETION:

Among the 100 respondents 50% of customers are of middle income level. Higher income level people constitute only 5% where lower income level of people constitutes of 20%. 25% of people belong to no income group which mostly consists of students and unemployed people.

Most of the customers belong to the teenage and young adults. Out of 100 respondents 73% were male & the rest were female.

Basically the men's shirt customers prefer to buy shirts’, ranging between Rs.301 to Rs.500 where they go for the Knighthood brand. Customers next preference is PRIVILEGE CLUB. In BIG BAZAAR , Burdwan we find that the customers are variety seeking & they buy shirts frequently and without any specific need or occasion. Most of them take the buying decision by their own choice. 21% of the customers are highly satisfied where 42% of the customers were satisfied. BIG BAZAAR enjoys this

level of satisfaction of customers.

• BIG BAZAAR is the hub of shopping for middle level income group people because of its reasonable price on its mens shirts category. The higher-level income group people don’t prefer to do shopping in BIG BAZAAR, as it doesn’t deal with branded shirts. The higher-level income group people are very status conscious and their psychology is such type that they don’t prefer much to visit BIG BAZAAR, as it is a discounted store. The lower income group people come to BIG BAZAAR as they get shirts at a discounted price. Hence BIG BAZAAR should include branded shirts in its mens shirts category, which will encourage higher income group people to come in to BIG BAZAAR. Probably not much of lower income group people come to BIG BAZAAR as they don’t like to have any shopping experience rather they just go for nearby store where they can get their necessity goods. Even they purchase goods on a regular basis on a small quantity. So they don’t have much interest to shop shirts from BIG BAZAAR.

CONCLUSION

• BIG BAZAAR is a major shopping complex for today’s customers as customers find variety of products at a reasonable price. The majority of customers belong to middle class family. The youth generation also likes shopping shirts and moving around BIG BAZAAR. Volume sales always take place in BIG BAZAAR. Impulse buying behavior of customers comes into play most of the times in mens shirts section in BIG BAZAAR.

• It holds a large customer base and it seemed from the study that the customers are quite satisfied with BIG BAZAAR. It seems that there is a vast growth of BIG BAZAAR lying as customers demand is increasing for big bazaars.

• In Burdwan most of the middle class people do their shopping from BIG BAZAAR. People not only visit BIG BAZAAR, Burdwan to do shopping but also visit for outing purpose as it provides a very nice ambience to its customers.

• The major drawback of BIG BAZAAR, Burdwan is that it lacks in providing enough parking space for its customers.

SUGGESTION

• BIG BAZAAR should not eye only on its own brands, rather it should include more branded shirts into its mens shirts category so as to attract the brand choosy people to come to BIG BAZAAR.

• The service of the sales person is needed to be improved.• During the off peak hour’s big bazaar should provide some offers to its

customers so that people would be encouraged to come to BIG BAZAAR during off peak hours. The customers who are present in the mall during the off peak hours of BIG BAZAAR will definitely go in to BIG BAZAAR if surprise offers are made at that time.

• The displays are needed to be changed daily and a bit during weekends as heavy crowd comes in to BIG BAZAAR during those days.

• BIG BAZAAR, Burdwan should make a proper parking place for its customers.

• The two-three year old shirts should be replaced so as to attract customers promptly because customers get bored to choose and buy those old shirts. As BIG BAZAAR practices of procuring shirts more before occasions or BIG DAY’S it should change its shirts procuring practice.

“REWRITE RULES AND

RETAIN VALUES”