PROJECT REPORT (17MBAPR407) A STUDY ON CONSUMER BEHAVIOUR WITH REFERENCE TO BIG BAZAAR BY SUJIT KUMAR PANDEY USN: 1AZ17MBA Submitted to VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAVI In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Under the guidance of INTERNAL GUIDE EXTERNAL GUIDE Arundathi KL Mr. Nand Kishor Singh Assistant Professor Store Manager Department of MBA, AIT Big Bazaar Department of MBA Acharya Institute of Technology,Soladevanahalli Hesaragatta Main Road, Bengaluru March 2019
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DELCLARAT ION I, Sujit Kumar Pande y, here by declare that the Proj ect report entitled "A Stud y on C ons um er Beha viour'' wi th referen ce to "' Bi g Bazaar, Bokaro Jharkhand" pr epar ed by me under the guida nc e of Arundathi KL , fac ulty of M.B Department, Ac harya In st itute of Technolog y and e xt ernal assist ~ce by Nand Kishor Singh, Store Ma n age r , Big Bazaar. I also d ecla re that this proj ect wo rk is towa rds the parti al ful fi llment of the uni ve rsity regu lations fo r t he ;.iwarcl or d eg r ee of Ma st er of Bu siness Administration by Visvesv ara ya Tec hn ologica l Uni ve rsi ty. Belgavi. I hav e under go ne a s umm er proj e ct fo r a pe ri od of 6 wee ks. I fu 1 ih er d ec lare that this proj e ct is b ase d on the original study unde1ia ken by me and not bee n s ubm itted for the award or any d eg re e/diplo ma fro m any other Uni ve rsity /Institution. Place: Bengaluru D ate : 08/04/201 9
ACKNOWLEDGEMENTS I wish to express my sincere thanks to our respected Principal, Dr. Prakash M R , beloved Dean
LIST OF TABLES TABLE NOS. PARTICULARS PAGE NOS. 4 Table showing age of the respondents 28 4 Table showing monthly income 29 4 Table showing how many times you visit Big Bazaar in a month 30 4 Table showing ambience and parking of Big Bazaar 31 4 Table showing behaviour of staffs in Big Bazaar 32 4 Table showing EDLP strategy at Big Bazaar 33 4 Table showing behaviour while watching ads of Big Bazaar 34 4 Table showing reaction towards offers & discount of Big Bazaar 35 4 Table showing that the most purchase item is purchased by consumer 36 4 Table showing consumer likes to visit Big Bazaaralong with 37 4 Table showing reason for choosing Big Bazaar 38 4 Table showing consumers satisfy with duration of billing at time of payment 39 4 Table showing signageboards help the consumers 40 4 Table showing that consumers refer his friends of relatives to visit Big Bazaar 41 4 Table showing that the consumers ever faced the unavailability of products 42 4 Table showing that Big Bazaar provides free space to move around 43 4 Table showing the overall experience of the consumers in Big Bazaar is good 44
LIST OF CHARTS CHART NOS. PARTICULARS PAGE NOS. 4 Chart showing age of the respondents 28 4 Chart showing monthly income 29 4 Chart showing how many times you visit Big Bazaar in a month 30 4 Chart showing ambience and parking of Big Bazaar 31 4 Chart showing behaviour of staffs in Big Bazaar 32 4 Chart showing EDLP strategy at Big Bazaar 33 4 Chart showing behaviour while watching ads of Big Bazaar 34 4 Chart showing reaction towards offers & discount of Big Bazaar 35 4 Chart showing that the most purchase item is purchased by consumer 36 4 Chart showing consumer likes to visit Big Bazaaralong with 37 4 Chart showing reason for choosing Big Bazaar 38 4 Chart showing consumers satisfy with duration of billing at time of payment 39 4 Chart showing signageboards help the consumers 40 4 Chart showing that consumers refer his friends of relatives to visit Big Bazaar 41 4 Chart showing that the consumers ever faced the unavailability of products 42 4 Chart showing that Big Bazaar provides free space to move around 43 4 Chart showing the overall experience of the consumers in Big Bazaar is good 44
4 Chart showing that the Big Bazaar provides all kinds of payment modes 45 4 Chart showing products availablefor all level of income people 46 4 Chart showing satisfaction levelof consumers 47 4 Chart showing security at Big Bazaar is good 48 4 Chart showing that customer ask suggestions while decision making 49 4 Chart showing Big Bazaar resolving customer queries 50 4 Chart showing that is the staff of the Big Bazaar communicates in the language which is understands by the consumers 51 4 Chart showing Big Bazaar should modify on their store layout which can help the customers more to find out product easily 52 4 Chart showing Cleanliness of the Big Bazaar 53
2 CHAPTER 1 INTRODUCTION
3 1 INTRODUCTION The internship is undertaken at BIG BAZAAR for 6 weeks at Bokaro, Jharkhand. The project is done on the topic “A Study on Consumer Behavior with reference to Big Bazaar “during final semester of MBA conducted by Visvesvaraya Technological University (VTU). Consumer behavior defines the behavior in which consumer’s exhibit in searching, purchase, evaluation and disposing of product & services. There are several factors which depend on consumer behavior like age, gender, region, references, motivation, culture, etc. The internship targets the consumers in the Big Bazaar to know the behavior of each consumer while the process of buying products. The motive of this internship is to develop interpersonal skills and communication skills to attract the people. The study on consumer behavior plays very crucial role in department of marketing for any organization. Without consumer behavior, estimation and forecasting will be very difficult that what consumer want what type of need they have. This topic reveals the secret of answers of questions like why, when, how, where and which related to products. Consumer behavior helps to know variety of taste and preference of the consumer.
5 Here is small presentation of retail industry CLOTHING &TEXTILE9% CONSUMER DURABLES 4 % BEAUTY CARE 2% BOOKS % MUSICS 0% FOOTWAER 1 % HOME DÉCOR 3% FOOD AND BEVERAES 74% RETAIL INDUSTRY
6 CHALLENGES FACED BY INDIAN RETAIL INDUSTRY One of the major challenges is lack of retail space. Difficult to find trained person who have knowledge of how to handle retail sectors. Competition among organized retailers and unorganized retailers is very high. Government rules and restriction are also creating a burden to the retail sectors. Tax system of government. Lack of new technology which adds more value to their retail business. Approval of foreign investment is not easy.
8 HISTORY: 2001: Future group establish three Big Bazaar in Kolkata, Bangalore, and Hyderabad between gap of 22days. 2002: Launched Big Bazaar – ICICI Bank card. 2003: Launched store in Nagpur and also welcomes its 10 million customers at Gurgaon store which is recently opened. 2004: Big Bazaar got retailer of the year award. 2005: Big Bazaar introduces a new shopping program which is very unique, the Big Bazaar Exchange Offer. 2007: Raise funds for “Save The Children India”. They initiate the campaign called “Power OF One”. 2008: Fashion @ Big Bazaar comes. Mahendra Singh Dhoni and Asin were chosen as the brand ambassadors for Big Bazaar. 2010: In this year, Wins CNBC Awaaz Consumer award .Vidya Balan WAS BRAND EMBASSADOR at that time. 2011: They launched new logo having new tag line “Nayein India Ka Bazaar”. 2012: Did partnership with Disney. 2013: Came up with April Utsav and a membership program ”Big Bazaar Profit Club”.
9 1.3 Promoters: Dharmendra Kumar Jain: Business man 6years of experience. Amit Tekriwal: Managing partner & Director of Amit Reality Pvt Lmt -15years of experience Madan Lal Jain : Managing partner in Bokaro timber and CEO Sri Jayanti udyog 1.3 Vision, Mission and Quality Policy: VISION: “To deliver everything everywhere, every time to every Indian consumer in the most profitable manner.” MISSION: Creating and executing future scenarios in the consumption space leading to economic development Be the trend setters in evolving delivery formats, creating retail reality, making consumption affordable for all customer segments. QUALITY POLICY: The main policy of big bazaar to provide good class of products to the customer within single roof and satisfy the customer need and want. Big Bazaar has promised to their customer to meet their demands of products and services in continuous basis without any type of delay. Big Bazaar adopted a new technology to maintain their quality of the products and services to satisfying the customers. Big Bazaar trained their employees and improves the products and service quality according to the customer’s feedback about the products and service delivered to them. Big Bazaar is available for their service 365 days.
