customer awareness and buying behaviour about retail
TRANSCRIPT
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Customer Awareness and Buying Behaviour
In Retail
-A Case Study on Big Bazaar ( Kolkata )
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQIREMENTS FOR
THE AWARD OF
THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
Submitted to:
WEST BENGAL UNIVERSITY OF TECHNOLOGY
BY
SUDIPTA SEKHAR DAS ADHIKARY
Registration Number: 101270710045 of 2010-2011
Roll: 12700910029
Under The Guidance of:
Dr. Sriparna Guha
(NARULA INSTITUTE OF TECHNOLOGY;
AGARPARA, KOLKATA 81)
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Acknowledgement
A successful project can never be prepared by the single effort or the person to
whom project is assigned , but it also demand the help and guardianship of some
conversant person who helps in the undersigned actively or passively in the
completion of successful project.
With great pleasure I express my gratitude to our head of the department Dr. K.
K. Bardhan and project guide Dr. Sriparna Guha without their help this would not
have been completed. They have given their precious suggestions and constructive
guidance has been indispensable in the completion of this project work.
I would like to express my sincere thanks and gratitude to Saswata Chaudhury,
Anirban Kundu, Subhadeep Paul and all employees of Big Bazaar (Future Group
Big Bazaar, Kolkata) for their support and guidance during my stay in their
organization.
Last but not the least I would also like to thank my friends and all the responded.
Who directly and indirectly supported to me during my project work, without the
help of whom this project would not have been possible.
Place:
Date: Sudipta Sekhar Das Adhikary
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Narula Institute Of Technology
DECLARATION
I hereby declare that the information presented here is true to
the best of my knowledge. Also, the report has not been published
anywhere else.
.
Sudipta Sekar Das AdhikaryEMAIL- [email protected]
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COMPANY CERTIFICATE
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COLLEGE CERTIFICATE
This is to certify that the FIELD WORK titled Customer
Awareness and Buying Behaviour In Retail A Case Study on Big
Bazaar (Kolkata) is a bona fide work carried out by Mr Sudipta
Sekhar Das Adhikary (Registration no: 101270710045 of 2010-2011), student of
Master Of Business Administration (Semester 3
rd
) of Narula Institute OfTechnology, Kolkata under WEST BENGAL UNIVERSITY OF
TECHNOLOGY in the Year 2011.
This project report has been approved as it satisfies the academic requirements in
respect of project work prescribed for the award of MBA degree.
Internal guide H.O.D
Dr. Sriparna Guha Dr.K.K. Bardhan
.
Date:
Place: Kolkata College Seal
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Contents
Sr.
No
Page No.
1 Executive Summary 7
2 Introduction 8-11
3 Company Profile 12-13
4 Literature Survey 14-17
5 Objective , scope and limitations of the study 18-19
6 Methodology 20-26
7 Data Tabulation: Analysis & Interpretation 27-35
8 Conclusion & Recommendations 36-38
9 References 39
10 Annexure 40-45
11 Appendix 46
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Executive Summary
The phenomenon of organized retailing, in spite of its tremendous growth in the last
2-3 years in India has just seen the tip of iceberg. As giants like Reliance, Bharati-Walmart
and others enter the fray, the scenario is going to become more competitive and attractive.
So,Big Bazaarfaces a formidable competition from the unorganized and organized sector.
Change in consumer behavior, intensification of competition with the emergence of new
players has made it difficult to achieve the forecasted success. So, this report was
commissioned to examine the customer awareness and buying behavior in Big Bazaar.
Main objective of the project is to understand profile of the customers of Big Bazaar
and evaluate the different tools of advertisement and also try to identify the various
products that customers frequently purchase from Big Bazaar.
In this project we collected samples from customers of Big Bazaar and catchment
area people of Sealdah (Big Bazaar) with the help of purposive sampling method and for
analysis purpose we mainly used different statistical tools and techniques like ANOVA,
Simple Regression and Multiple Regression.
This project evaluates that the customers are more price conscious and also
quality. Upcoming generations are more dependent on computer and they are usually
coming in store for staples, Grocery, Food and Apparels.
It is recommended that extensively promoting the upcoming offers by only mobile
messaging and mailing. We can put them on the rewards card program or we can send
them a monthly newsletter reminding them of all the specials you have both in the retailstore and online and also give upcoming offers details back side of the bill (pay
receipt).We can tally the prices of our products with the open market value as the people
are more price conscious.
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Introduction
The India Retail Industry is the largest among all the industries, accounting for over
10 per cent of the countrys GDP and around 8 per cent of the employment. The Retail
Industry in India has come forth as one of the most dynamic and fast paced industries with
several players entering the market. The India Retail Industry is gradually inching its way
towards becoming the next boom industry.
The word Retail is derived from French word with the prefix re and the verb
trailer meaning to cut again. Evidently, retail trade is one transported to final consumers.
The level of retail sales is one of the most useful barometers of the nations
economic health. But when sales go down, manufactures cut back production,
unemployment increases and retail sales also goes down.
Future Group faces a formidable competition from the unorganized and organized
sector. Change in consumer behavior, intensification of competition with the emergence of
new players has made it difficult to achieve the forecasted success. So, this report was
commissioned to examine customer awareness and buying behavior in retail-A case
study on Big Bazaar (Kolkata).
In retail customers are first and last. So, evaluate what are the actual needs of
customer for providing quality goods or services to the local or wider community. This
research is vital for the Future group to give the proper services to consumers. Future
Group makes every effort to delight its customers, tailoring store formats to changing
Indian lifestyles and adapting products and services to their desires.
Consumers behavior is often studied because certain decisions are significantlyaffected by their behavior or expected actions. For this reason consumer behavior is said to
be applied discipline.
In a general sense, the most important reason for studying consumer behavior is the
significant role it plays in our lives. Much of our time is spent directly in the market place,
eating or engaging in other activities. A large amount of additional time is spent thinking
about products and services, talking to friends about them, and seeing or hearing
advertisements about them. In addition, the goods people eat and the manner in which they
use them significantly influence how they live their daily lives. These general concerns
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alone are enough to justify our study of consumer behavior. However, many seek to
understand the behavior of consumers for what are thought to be more immediate and
tangible reasons.
The main reason behind this project was to find out the behavior of the consumer
buying behavior while shopping at mall because most of the population surveyed preferredto shop at malls and how day by day the consumers demands are increasing and through
this project I came to know that what are the various behavior of a typical customer who
shops at mall.
The study of consumers helps firms and organizations improve their marketing
strategies by understanding issues such as how
The psychology of how consumers think, feel, reason, and select betweendifferent alternatives (e.g., brands, products, and retailers);
The psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media);
The behaviour of consumers while shopping or making other marketing
decisions;
Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
How consumer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for the consumer;
How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
One "official" definition of consumer behaviour is "The study of individuals,
groups, or organizations and the processes they use to select, secure, use, and dispose of
products, services, experiences, or ideas to satisfy needs and the impacts that these
processes have on the consumer and society." Although it is not necessary to memorize
this definition, it brings up some useful points:
Behaviour occurs either for the individual, or in the context of a group (e.g.,
friends influence what kinds of clothes a person wears) or an organization
(people on the job make decisions as to which products the firm should use).
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Consumer behaviour involves the use and disposal of products as well as the
study of how they are purchased. Product use is often of great interest to the
marketer, because this may influence how a product is best positioned or how
we can encourage increased consumption. Since many environmental problems
result from product disposal (e.g., motor oil being sent into sewage systems to
save the recycling fee, or garbage piling up at landfills) this is also an area of
interest.
Consumer behaviour involves services and ideas as well as tangible products.
The impact of consumer behaviour on society is also of relevance. For example,
aggressive marketing of high fat foods, or aggressive marketing of easy credit,
may have serious repercussions for the national health and economy.
There are four main applications of consumer behaviour:
The most obvious is formarketing strategyi.e., for making better marketing
campaigns. For example, by understanding that consumers are more receptive to
food advertising when they are hungry, we learn to schedule snack
advertisements late in the afternoon. By understanding that new products are
usually initially adopted by a few consumers and only spread later, and then only
gradually, to the rest of the population, we learn that (1) companies that
introduce new products must be well financed so that they can stay afloat until
their products become a commercial success and (2) it is important to please
initial customers, since they will in turn influence many subsequent customers
brand choices.
A second application is public policy. In the 1980s, Accutane, a near miracle
cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth
defects if taken by pregnant women. Although physicians were instructed to
warn their female patients of this, a number still became pregnant while taking
the drug. To get consumers attention, the Federal Drug Administration (FDA)
took the step of requiring that very graphic pictures of deformed babies be
shown on the medicine containers.
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Social marketinginvolves getting ideas across to consumers rather than selling
something. Marty Fishbein, a marketing professor, went on sabbatical to work
for the Centres for Disease Control trying to reduce the incidence of
transmission of diseases through illegal drug use. The best solution, obviously,
would be if we could get illegal drug users to stop. This, however, was deemed
to be infeasible. It was also determined that the practice of sharing needles was
too ingrained in the drug culture to be stopped. As a result, using knowledge of
consumer attitudes, Dr. Fishbein created a campaign that encouraged the
cleaning of needles in bleach before sharing them, a goal that was believed to be
more realistic.
As a final benefit, studying consumer behaviour should make us betterconsumers. Common sense suggests, for example, that if you buy a 64 liquid
ounce bottle of laundry detergent, you should pay less per ounce than if you
bought two 32 ounce bottles. In practice, however, you often pay a size premium
by buying the larger quantity. In other words, in this case, knowing this fact will
sensitize you to the need to check the unit cost labels to determine if you are
really getting a bargain.
There are several units in the market that can be analysed. Our main thrust in this
course is the consumer. However, we will also need to analyse our own firms strengths
and weaknesses and those of competing firms. Suppose, for example, that we make a
product aimed at older consumers, a growing segment. A competing firm that targets
babies, a shrinking market, is likely to consider repositioning toward our market. To assess
a competing firms potential threat, we need to examine its assets (e.g., technology,
patents, market knowledge, and awareness of its brands) against pressures it faces from themarket. Finally, we need to assess conditions (the marketing environment). For example,
although we may have developed a product that offers great appeal for consumers, a
recession may cut demand dramatically.
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Company Profile
Big Bazaar
Pantaloons Retail (India) Limited, is Indias leading retailer that operates multiple
retail formats in both the value and lifestyle segment of the Indian consumer market.
Headquartered in Mumbai (Bombay), the company operates over 7 millions square feet of
retail space, has over 1000 stores across 53 cities in India and employs over 25,000 people.
The companys leading formats include Pantaloons, a chain of fashion outlets, Big
Bazaar, a uniquely Indian Hypermarket chain, food Bazaar, a supermarket chain, blends
the look, touch and feel of Indian bazaars with aspects of modern retail like choice,
convenience and quality and Central, a chain of seamless destination malls. Some of its
other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all,
Top 10, bazaar and Star and Sitara. The company also operates an online portal,
futurebazaar.com.
Big Bazaar is not just another hypermarket. It caters to every need of your family.
Where Big Bazaar scores over other stores is its value for money proposition for the
Indian customers.
At Big Bazaar, you will definitely get the best products at the best prices - thats
what they guarantee. 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 prices that will surprise you.
And this is just the beginning. Big Bazaar plans to add much more to complete your
shopping experience.
Future group
Future group is one of the countrys leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics. The
groups flagship company, pantaloons Retail (India) Limited operates over 7 million
square feet of retail space, has over 1000 stores of its leading retail formats include,
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Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, Ozone, Depot, future Money
and online retail format, futurebazaar.com.
Future group includes, Future Capital Holding, Future Generally India Indus league
clothing and Galaxy Entertainment that manages sports Bar, Brew Bar and Bowling Co.
Future Capital Holding, the group s financial arm, focuses on asset management andconsumer credit. It manages assets worth over $1 billion that are being invested in
developing retail real estate and consumer-related brands and hotels.
The groups joint venture partners include Italian insurance major, generally,
French retailer ETAM group, Us-based stationery products retailers, Staples Inc. and
UK-based Lee Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes.
Future Groups vision is to, deliver Everything, Everywhere, Every time toevery Indian consumer in the most profitable manner. The group considers as a
core value and its corporate credo is- Rewrite rules, Retain values.
Store Locations
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Literature Survey
Indian Retail Market and Growth of SMEs
The retail market in India is estimated at about US$ 410 billion and constitutes
about 60% of private consumption and about 35% of India's GDP. With Indian GDP
expected to grow at 7-8 % in the next coming years, the retail market is expected to touch
US $860 billion by 2018. In recent years, this sector has witnessed a lot of interest from
both domestic and global players, who have committed investments worth US $30 billion,
which will lead to increase in the share of modern retail from the current 4.5% to almost
25% of the total retail market by 2018.
The Indian retail market is the fifth largest retail destination globally. The current
size of the Indian retail industry stands at $511 billion in 2008. Simultaneously, modern
retail is likely to increase its share in the total retail market to 22 per cent by 2010.
Organized retail in India raked in US$ 25.44 billion turnover in 2007-08 as against US$
16.99 billion in 2006-07, a whopping growth rate of 49.73 per cent (according to the Credit
Rating and Information Services of India). Organized retail has increased its share from 5
per cent of total retail sales in 2006 to 8 per cent in 2007. It is currently around 12 per cent.
India has one of the largest numbers of retail outlets in the world. Of the 12 million retail
outlets present in the country, nearly 5 million sell food and related products.
Though the market has been dominated by unorganized players, the entry of
domestic and international organized players is set to change the scenario. Per capita
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retailing space is about 2 sq. ft (compared to 16 sq. ft in the U S). India's per capita
retailing space is thus the lowest in the world. Around 7% of the population in India is
engaged in retailing, as compared to 20% in the USA.
Statistically, the global retail industry is witnessing a CAGR of 5.5% is slated to
grow at the same rate till 2009. The following graph shows an overall trend of the global
retail revenues.
The Total Retail market size in India at the end of 2007 was Rs 12,781 bn. Food and
Beverage constituted a whopping 74% of the market followed by clothing and textiles at
9%.
Source: http://india.omretail.com
The organized retail market breakup is as shown below. Clothing and Textile has the
largest pie of organized retail market since Grocery.
Source:http://india.omretail.com
From the above scenario we told that Big Bazaar faces a formidable competition
from the organized and unorganized retail sector. Also they have much more opportunity.
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They easily find out which areas are their target areas and where their improvement
essential.
Consumer buying behavior is related to the behavior of an individual, which is
related to the purchasing of any product of services. It refers to those actions, which are
linked with the purchase of products for personal or household use. The customer buying
behavior majorly depends on five steps, i.e. identification of the problem, discover the
information, finding the alternatives, buying the product and evaluating the usages after
purchase or utilization (Pride, Hughes and Kapoor 2011). Different marketing strategies
are followed by different retail stores in UK that effectively helps the companies to retain
the old customer and attract the potential customers in order to prepare a strong customer
base for the organization.
With the help of different marketing strategies organization tries to influence the
buying behavior of the customers to increase the sales revenue and to generate profits.
Analysis for the buying behavior of the consumer helps the organization to understand the
various aspects of the customers such as reason of buying a particular product.
Additionally, it also helps in understanding the source from which the customer gets
information to buy the products (Lancaster and Massingham 2010).
Psychologists have long been interested in the topics of buying and shopping
behaviour. Some major perspectives in psychology such as behaviourism and cognitivist
have formulated different theories to explain buying motivation and behaviour. The
behaviourists stress the process of operant conditioning and individuals history of
reinforcement, while the cognitive approach puts its accent on individuals free will andintentional, voluntary action. The views of these two perspectives can be examined in
terms of the nature of buying behaviour and the process of choice.
With regard to the nature of buying behaviour, the behaviourists consider it as a
response to a reinforce. One of the famous behaviourists, Alhadeff (1982) represents
buying behaviour as the outcome of the relative strengths of conflicting approach and
escape behaviours, each of which is determined by its own reinforces. Etc. On the otherhand, the cognitive perspective views buying behaviour as more voluntary, rational and
intentional in nature rather than mere response to the environment. People buy what they
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want to buy and their reasons for buying embrace "whatever consideration induced,
inclined, weighed with or decided them to buy" (Beck, 1975). Etc.
Based on their different conception about the nature of buying behaviour, the
behaviourist and the cognitive theorists have different views on the process of choice when
buying. The behaviourists propose that consumer choice begins with an external stimulus
such as an advertising message or word-of-mouth communication. Etc. However, the
cognitive psychologists adopt a different approach to explain the process of choice. They
consider the choice of buying as a rule-following behaviourEtc.
To the behaviourists, therefore, choice of buying is simply behaviour, the only way
of acting in a given set of circumstances defined in terms of controlling contingencies. On
the other hand, the cognitive theorists present choice of buying as an outcome of internal,
mental deliberation and psychological decision. Actually, although the behaviourists and
the cognitive theorists have different ideas of the content of choice, they do share similar
view on the unconscious feature of choice (rather involuntary response to discriminative
stimulus and the following of rules).
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Objective
To understand profile of the customers of Big Bazaar and also try to find out various
convenience and scope of advertisement.
To evaluate the most effective offers to the Big Bazaar customers.
Make a comparison between ATL (above the line) and BTL (below the line)
campaigns on the customers. Try to identify the various Products that customers frequently purchase from Big
Bazaar.
Scope of the project
The market survey has done in store and catchment area; this project is useful for
the better understanding of the consumer behavior. The project encompasses the various
behavior of customer, their pre and post behavior when they buy. There is also overview of
the consumers attraction towards organized retail, mostly consumer perceptions are
changing and most of the consumer now prefers to shop in super or hyper market store.
The project work involves specific guidelines for the organized retail and helps them to
understand better the consumer buying behavior.
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Limitations
Time constraint
The allotted time to conduct the survey was 60 days. Therefore it became a bit
difficult to cover the store and catchment area of Sealdah (Kolkata).
Availability of data
Non-willingness of the respondents to answer the questionnaire was also a hurdle.
Reliability of data
Reliability of data always remains a prime concern when humans are surveyed.
Mon-interest, poor understanding, unclear questions, inability to think instantly and
customer biases creeps in apprehensiveness in the minds of the researcher while tabulating
and analyzing the data.
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Methodology
Methodology wills common parlance refers to a search for knowledge. One can
also define also research as a scientific and systematic research for pertinent information a
specific topic. Research is an art of systematic investigation. Some people consider
research as a movement, a movement to the known to the unknown.
According to Clifford Woody, Research comprises defining and redefining
problems, formulating hypothesis or suggested solutions, collecting, organizing and
evaluating data, making deductions mil reaching conclusion, and at last carefully testing
the conclusion to determine whether they fit the formulating hypothesis.
In this project, we gathered and analysed of the data concern with an objective. The
whole activity is divided into various parts and after compilation of that we reach at certain
findings, which enable us to marketing decision. It involves the diagnosis of information
needed and the selection of the relevant and inter-related variables.
Research problem
How Customer Awareness and Buying Behavior are changes at Big Bazaar?
Research Design
Research design is an arrangement of condition for collection and analysis of data in
a manner that aims to combine relevance to research purpose with an economy in
procedure. Research design is needed because it facilitates the smooth ailing of the various
research operations, thereby making research efficient possible yielding maximal
information with minimal expenditure. Research design used in this project is Single
Cross-sectional design where one sample is drawn from a population of interest. In this
research design a cross sectional study is concerned with a sample of elements from a
given population. Data on a number of characteristics from the sample elements are
collected and analysed.
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Description type of research design we followed for the purpose of
the research
Marketing research studies can be broadly classified into three basic types namely,
Exploratory, Descriptive and Causal, depending on the objectives and prior knowledge on
the issue(s) being examined. This research is a mainly descriptive research.
Descriptive Research
Descriptive studies attempt to determine the frequency with which something
occurs or the relationship between two phenomena. I try to identify the characteristics of
users of certain product; the degree to which product consumption varies with different
types of users. The data obtained by descriptive research is put too much statistical analysis
and determine the list of variables to be investigated and state how these variables are to be
measure.
Research Plan
Research Approach : SURVEY METHOD
Data Collection Method
The primary data are those, which are collected a fresh and for first time and thus
happen to be original in character.
The secondary data are those which have been collected by someone else and
which have already been passed through statistical process.
Data has been collected by the researcher by Primary sources such as
questionnaire and personal interview. It included 17 questions and 300 customers and 150
people of catchment area were given the questionnaire and response was taken from them.
Chart, graphs and statistical tools will be used for presentation of data for easy
understanding and interpretation.
Secondary sources are previous store record and internet.
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Data Collection Instruments
Questionnaire
Personal Interviews
Designing the Questionnaire
The questionnaire was carefully developed tested and debugged
before they were administered on a large scale. Each questions contributed to
the research objective here questionnaire is structured types means there are
concrete, definite and predetermined questions.
The questions are presented are exactly same wording and in the same
an order to all respondents. The questionnaire had a mix type of open ended,
closed ended and multiple choice questions. The questions were limited in
numbers simple direct and unbiased technology was adopted.
Personal Interviews
Personal interview is mostly commonly used method of data
collection. Two purposive communications between interviewer (researcher)
and the respondent (subject) aimed at obtaining and recording information
pertinent to the subject matter to study. The interviewer resents oral, verbal
and written stimuli and receives oral resonances.
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About the Survey
Survey Title: Customer Awareness and Buying Behaviour In Retail A Case
Study on Big Bazaar ( Kolkata )
Target Population: All customers of the store and all people of the catchment area
of the store
Sample Frame: This sample frame was provided by the Future Group for
catchment area analysis (BB-Sealdah).
The list of nearby and extended catchment areas:
NameDistance from
Store(K M)Bus Route
Auto
RouteTrain Route Location
Maulali 2 Yes Yes No Nearby Location
Beliaghata 2.5 Yes Yes No Nearby Location
College
Street/Razabazar1.5 Yes Yes No Nearby Location
Entally 2 Yes Yes No Nearby Location
Park Circus 3 Yes N0 Yes Nearby Location
Dhakuria 6 Yes N0 Yes Extended Location
Jadavpur 8 Yes N0 Yes Extended Location
Bagha Jatin 10 Yes N0 Yes Extended Location
Garia 13 Yes N0 Yes Extended Location
Narendrapur 14 Yes N0 Yes Extended Location
Sonarpur 16 Yes N0 Yes Extended Location
Bidhyadharpur 17 Yes N0 Yes Extended Location
Champahati 20 No N0 Yes Extended Location
Ghutiari Sharif 26 No N0 Yes Extended Location
Taldi 30 No N0 Yes Extended Location
Canning 35 No N0 Yes Extended Location
Bidhannagar 4 Yes N0 Yes Extended Location
Dumdum 6 Yes N0 Yes Extended Location
Belgharia 12 Yes N0 Yes Extended Location
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Agarpara 15 Yes N0 Yes Extended Location
Sodepur 17 Yes N0 Yes Extended Location
Kharda 18 Yes N0 Yes Extended Location
Titagarh 21 Yes N0 Yes Extended Location
Barrackpore 23 Yes N0 Yes Extended Location
Palta 25 No N0 Yes Extended Location
Ichapur 28 No N0 Yes Extended Location
Shyamnagar 30 No N0 Yes Extended Location
Jagaddal 33 No N0 Yes Extended Location
Kakinara 36 No N0 Yes Extended Location
Naihati 38 No N0 Yes Extended Location
Halisahar 42 No N0 Yes Extended Location
Kachrapara 46 No N0 Yes Extended Location
Kalyani 48 No N0 Yes Extended Location
Liluah 28 Yes N0 Yes Extended Location
Belur 27 Yes N0 Yes Extended Location
Bali 26 Yes N0 Yes Extended Location
Uttarpara 27 Yes N0 Yes Extended Location
Hindmotor 28 Yes N0 Yes Extended Location
Konnagar 29 Yes N0 Yes Extended Location
Rishra 30 Yes N0 Yes Extended Location
Srirampur 31 Yes No Yes Extended Location
Sheorafuli 32 Yes No Yes Extended Location
Bhadreswar 35 Yes No Yes Extended Location
Baidyabati 34 Yes No Yes Extended Location
Chandan nagar 38 Yes No Yes Extended Location
Chinsura 39 Yes No Yes Extended Location
Hoogly 40 Yes N0 Yes Extended Location
Bandel 42 Yes N0 Yes Extended Location
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Sampling Method
Non-probability sampling was used. Non-probability sampling is that sampling
procedure which does not afford any basis for estimating probability that each item in
population has being included in the sample. Under non-probability sampling organizers of
enquiry purposely select particular unit of universe for constituting a sample on the basis of
the small mass that they so select out of huge one will be typical or representative of the
whole adequate consideration was taken to bring a heterogeneous group in terms of age,
income, occupation etc. to make the results credible.
Sample Size
300 respondents in store and 150 respondents from catchment area
Time
The survey of 450 respondents was finished in two months.
For Analysis purposes following techniques are used
ANOVA ANALYSIS
Problem formed
The following represent the sales of store by male and female of four different
age categories. On the basis of this information can it be conclude that the average sales
of different sex are significantly different the mean sales are different for different age
groups? (test at 5% level of significance)
[ F0.05;3,3
=9.28, F0.05;1,3
=10.13 ]
Solvation Part
Here the null and alternative hypotheses are
H01
: The average sales of different sex are not significantly difference.
H11
: The average sales of different sex are significantly different.
H02
: The mean sales are not different for different groups.
H22
: The mean sales are different for different groups.
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For two way ANOVA analysis : TSS= BSS + RSS + ESS
Simple Regression Analysis
MethodDetails
The simple regression equation is given by
Y = +1x
If, bi
are the least squares of i, i= 0,1. Then normal equations of a linear
regression are:
Y =n b0
+ b1x ..(1)
x y = b0x + b
1x
2
..(2)
Where, Y =Sales
X= No of Customers
Multiple Regression Analysis
MethodDetails
The simple regression equation is given by:
Y=b0 + b1x1 + b2x2 + b3x3
Then normal equations of a linear regression are:
Y = nb0 + b1 X1 + b2 X2 + b3 X3
X1Y = b0 X1 + b1 X12+ b2 X1X2 + b3 X3X1
X2Y= b0 X2+b1 X1X2+b2 X22
+b3 X3X2
X3Y=b0 X3+b1 X1X3+b2 X2X3+b3 X32
Where, Y= no of total customers
X1= no of customers for staples
X2= no of customers for apparels
X3= no of customers for others
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0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
REVNSV.ACV%
Data Tabulation: Analysis &
Interpretation1) Sales of different departments of BB- Sealdah (Kolkata) at the year 2010
Graph: 1 Source : Departmental Store
From the above graph:1 we easily identify Home Improvement department
performed badly and improvement essential for this department. The main profitable
products are Food Bazaar, Fashion, Beauty goods and Toys and Sport Goods. For the all
over improvement, it is essential to know at present customer needs and buying behavior.
So, we proceed to know the actual customer need and buying behavior.
2) Table:1: Description of sample:
This pie chart indicates that, more of the customers are male in Sealdah Big
Bazaar.
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3) Table:2: Relationship between sex and age regarding sales(no of bags in hand):
Table no:2, represents the sales of store by male and female of four different age
categories.
4) Table:3: Two way ANOVA table:
Table no:3: shows that the computed value for age groups (=44.257) is greater than
the corresponding tabulated value of F with (3,3) d.f. at 5% level of significance, we reject
the null hypothesis (H02
) and conclude that four age groups do differ to mean sales.
Again the calculated value of F for sex (=8.696) is less than the corresponding
tabulated value of F with (1,3) d.f. at 5% level of significance. Therefore, we accept the
null hypothesis (H01) and conclude that the average sales of different sex are equal.
Quantitatively sexes have no effect on sales but qualitatively it has more great effect
on sales.
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5) Table:4: Sales of different age groups at Big Bazaar:
The table (4) shows that 39.09 % and 27.23% of sales are coming from 31-45 and16-30 age groups respectively. The more profitable age group is 31-45 age groups. They
are A-class type of customers of Big Bazaar.
6) Table:5: Favorite offer periods to visit Big Bazaar:
Table (5) shows that Monthly Bachat Bazaar(16%) is not so exiting offer period at
Big Bazaar but Wednesday Bazaar(35%) is a exiting offer period because it is the cheapest
day of the week ( A free potato and onion offer is given to the customers).This table also
shows that 19% of the customers are not known any type of offer.
AGE
Groups
SALES
(No. Of
Bags In
Hand)
Percentage
(%)
16-30 186 27.23
31-45 267 39.09
46-60 157 22.99
61-75 73 10.69
Total 683 100
Offer Periods No of
Responde
nts
Percent
age (%)
WednesdayBazaar
105 35
Any Weekend 60 20
Monthly Bachat
Bazaar
48 16
Not Known 57 19
Others 30 10
Total 300 100
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7) Table:6: The Effect of various offer periods to the Big Bazar Customers
(analysis by simple regression)
With the help of table(6), we want to evaluate that how much sales is dependent on
various offer periods also if one unit offer increase then sales increase or decrease.
The fitted regression equation is- Y = -5.676 + 2.5146 x
Correlations coefficient (rxy
) is given by
rxy
= ( , )/ ( ) ( )
rx y
= 0 . 9 7 1 5 a n d r 2
x y= 0 . 9 4 3 8
That is, 94.38 % variation of sales (Y) is explained by the independent variable
various offer periods (x). In other words, 5.62% of variation of sales (y) remains
unexplained by x.
Here, positive correlation indicates Y means sales tends to increase as X means
offers periods are increases.
If one unit offer increase then sales increase 2.5146 and any offer not given then
sales decrease -5.676 .
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8) Table 7: The effect of ATL and BTL Campaign on customers:
Table (7) shows that the both ATL and BTL activities are important for promotion.
In ATL, TV (16.67%) and Newspaper (20%) are more effective and in BTL, Store
(18.33%) and outdoor (10%) are more effective.
9) Table:8: Different mode of communication are used by customers to
come Big Bazaar (Sealdah):
Modes of communication of customers are more depend on the geographical
location of the store. Sealdah store circularly connected with the train routes. For this
reason, this table (8) also indicates that most of the customers are coming by train (50%).
ATL and
BTL Campaign
Name
No of
Respond
ents
Percenta
ge (%)
Experience overperiod of time 85 28.33
Newspaper 60 20
Store 55 18.33
T V 50 16.67
Outdoor 30 10
Others(Radio,WOM)
20 6.67
Total 300 100
Mode of
Communication
No of
Customers
Percentage
(%)
Train 150 50
Auto 40 13.33
Public Bus 50 16.67
Others (Walking,Own 2 Wheeler)
40 13.33
Own 4 Wheeler 20 6.67
Total 300 100
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10) Table:9: Why customers are most like to shop at Big Bazaar:
Factors No of Customers Percentage (%)
Hypermarket Facility 100 33.33
Store Atmosphere(Cleanness, employees
behavior, AC, music, storedesign and layout, VM)
85 28.33
Brand Name 40 13.33
Quality High 30 10
Others(Price low,product Variety, price +
quality high)
45 15
Total 300 99.99
Table (9) shows that, most of the customers are coming at Big Bazaar for
Hypermarket Facility (33.33%) and Store Atmosphere (28.33). Brand reputation (13.33%)
and quality of the products (10%) also low in customers mind.
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CATCHMENT AREA ANALYSIS (BB-SEALDAH)
11) Table:10: SURVEY COMPLETED WITH THESE AREAS:
NO NAME
1 Agarpara
2 Amar Street
3 Bali
4 Barackpur
5 Baruipur
6 Beleghata
7 Belgharia
8 Bidhannagar
9 Dumdum
10 Halisahar
11 Ichapur
12 Jadavpur
13 Kakurgachi
14 Kalyani
15 Kestapur
16 Kharda
17 Moulali
18 Narkeldanga
19 Palta
20 Park Circus
21 Razabazaar
22 Shrirampur
23 Sodepur
24 Sonarpur
25 Titagarh
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12) Table :11: Customers are not coming from these areas:
No NAME
1 Agarpara
2 Amar Street
3 Bidhannagar
4 Garia
5 Halisahar
6 Shrirampur
7 Titagarh
8 Jadavpur
9 Barackpur
10 Kharda
11 Beleghata
13) Table:12: Which Product Influenced More On Customer's Buying
(analysis by multiple Regression):
Territory
No of
Visits
(one
Year)
Staples Apparels
Others
(Furniture,
Electronics, Fruit
and Vegetables)
1 216 126 81 9
2 528 288 81 159
3 636 336 69 231
4456 180 60 216
5 165 108 48 9
N.B- The regression table is given in appendix
So, the fitted regression equation is :
Y=736.126+31.695X1- 64.052X2- 20.617X3
So, Customers are more influenced by the Grocery and Staples item.
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14) Table:13: Why customers are not coming to Big Bazaar (Sealdah):
FactorsNo of
CustomersPercentage
Price High 21 46.67
Dont know Brandname
15 33.33
Others(Communication Problem, Matching
Things low)9 20
Total 45 100
Table (13) shows that the same picture that brand reputation (33.33) is low in
customers mind. But here a new factor is evaluated that price (46.67%) of the products are
high in consumers mind.
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Conclusion
Consumer Behaviour is important for any retail specially it is also for Big Bazaar
because curtain decisions are significantly affected by consumer Behaviour. In this study
we found that most of the customers are male and they belong 16-45 age groups. From
analysis we find out that most of the people are affected and attracted with offers and
schemes. 80% of customers liked to shop in a particular offer period. But, rest 20% are not
known any offer periods. Wednesday Bazaar and Any Weekend are most popular offer
period among all offer periods. Advertising plays a very crucial part in the consumerdecision making process. Almost 40% of customers are attracted by TV and Newspaper
advertising. Word of mouth is a sharp weapon of advertising but here its effectiveness is
very low. For most of the respondents, quality plays a very important role because most of
the respondents said that they want quality products and thats also one reason for most of
the respondents sticking to particular brands. Customers are more price-conscious. The
main claims of the people who are not coming to Big Bazaar that the price rate of
commodities are high.
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Recommendations
The following suggestion can be given to Big Bazaar (Sealdah)
Offer personal shoppers for men who can guide them to the best values for the
needs they express.Personal shoppers should not be older women, but young,
well-informed men and women.
Offer men-only shopping events early in the evening to catch men after they
finish work for the day. Make it a club-like atmosphere.
Place male oriented brochures and point-of-purchase displays in women's
clothing sections. Position merchandise of special interest to men, like
technology products, next to women's departments.
Wednesday Bazaar is more accustomed by the consumers. This offer period is
highly popular for potato and onion offer. This type of exciting offers may start
for any weekend and Monthly Bachat Bazaar.
Offers are:
Free Food Festival (if one persons total buying in one month exceeded
Rs-4000/00 then he got a food coupon (Rs-200) ofChowpatti for a fixed
date.
Free grocery and staples festival (in same way).
If one week buying crosses a limit then provide some free cold drinks and
snacks.
Give upcoming offer period details back side of the bill (pay receipt) and on the
packing bag.
Promoting this offers by only mobile messaging and mailing. We can put them
on the rewards card program or we can send them a monthly newsletter
reminding them of all the specials you have both in the retail store and online.
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It is more essential to attract the kids to the store. Because buying behavior of a
family more influenced by the kids. Some kids activities and contests are
performed by store like Back to School etc.
Giving advertise (kids game and garments) in some cartoon channels to
attract the kids.
Gather the stock of kids comic books.
From this research report, the followings ATL and BTL mediums are more
effective.
I. T V Channel: Colors, Starananda, Sony, Star Jalsha, StarSports.
II. Newspaper: Anandabazar, The Telegraph, Bartaman, Times of
India.
III. Radio Channel: 98.3,92.7,106.2,93.5( FM)
Customers are becoming price conscious they are having many options in the
market considering the consumer buying behavior the malls and other shopping
centres should take certain definite steps like retaining customers by giving those
schemes discounts and better service.
The trend today has been to combine shopping with various offerings for
example in a mall apart from shopping a customer enjoys food courts. So, we
concentrate more to improve our food courts.
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References
Books
Consumer Behaviour- Fourth Edition by David L. London and Albert J. Delia
Bitta
Principles of Marketing- Philip Kotler and Gery Armstrong (7 th addition) Marketing Research-G C Beri
Marketing Research- Ramanuj Majumdar
Statistics For Business Decisions- Dr. J. K. Das
Magazines
India Today
Business Today
Websites
www.futuregroup.com
http://india.omretail.com
www.google.com
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Annexure
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