C O N S U M E R B E H AV I O U R

INTRODUCTION• Big Bazaar was formed in 2001.• The founder of Big Bazaar is Kishore Biyani.• In 2010, Big Bazaar was ranked 6th amongst the top 50 service brands in

India.• It is the largest Hypermarket chain which was first started in Kolkata,

Bangalore & Hyderabad.• There are total 215 Outlets in India.• Revenue generated by Big Bazaar in Financial year 2014 was 500Cr.• Number of Employees : 36,000+• Major Target Customers of Big Bazaar are : Middle and lower Class which

includes service class i.e. 55% of the Indian population.

CONSUMER MODELLING• CONSUMER ECONOMIC MODEL :• Consumer wants to get aware about

the product which he is going to purchase in the future.

• Big Bazaar is providing amenities for all the various age groups.

• Consumers, under cognitive dissonance.

• Price factor plays a vital role in consumers perception.

NICOSIA MODEL Search for Information & Evaluation

Consumer Attribute

PurchaseConsumption

SOCIOLOGICAL MODEL

• Big Bazaar fulfilling the physiological & social needs in the Maslow hierarchy.

• 33% of the consumer are in the age group of 20-30 that is the youth of the country.

• Monthly earning of about 20,000-30,000 & above.

• Youth becoming responsible it’s the social responsibility to look after once family & peer.

CONSUMER PERCEPTION• Big Bazaar is preferred by its customer for its pricing strategy as Big Bazaar

has always targeted growing middle class segment .

• Major attraction to the store are students and youngsters who are dependent on their parents for the income.

• Home Maker , as it is convenient for them to buy product as per their monthly budget since they are the decision maker of their kitchen.

• Quality product offer at the attractive pricing is the major attraction point of customers.

CONTD….

CONTD…

• Whenever, these types of offer are given by Big Bazaar , they have always seen a rise in their sales and number of customers visiting the market.

• So we can conclude that the overall perception of the customers towards the store is positive and are satisfied with the way the store is managed.

CONSUMER LIFESTYLES AND PSYCHOGRAPHICS• Consumer’s personality is unique to each individual.They influences

responses to the environment according to their different income level and lifestyle.

• Marketers want to understand personality so they can segment consumers as far as activities, tastes and lifestyles (psychographics),the better they understand the consumer the more accurate a marketing campaign could be.

• Big Bazaar focusses on the activities,attitudes,interests,opinions,values and allocation of income

of the different level of consumers.

CONSUMER’S MOTIVATION

• As, motivation is the driving force within individuals that impels to action,it is the activation or energization of goal oriented behavior.

• A consumer is motivated by the several initiatives being led by the Big Bazaar like T24 Sim Card,Wednesday Bazaar,Maha Bachat sales and Profit club Membership.

• Recently,they have started the Home Delivery scheme and Direct Ordering of goods online by sitting at their home or workplace,which are motivating their customers to do shopping on a regular basis.

BY-Aarya Singh 02Subin Suresh 53Abhishek Sinha 64