ProJecT RePorT On BuYinG behAvioR of CusTomerS In BiG BazAaR

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Research Project Report
(NMBA-045)
THE STUDY ON BUYING BEHAVIOR OF CUSTOMERS
IN
BIG BAZAAR AT MATHURA REGION
SUBMITTED BY:
SONU KUMAR SAH
MBA IV SEM
(2015-2017)
In the partial fulfillment of the requirement for
MBA Degree Programme
Of Dr. A.P.J. Abdul Kalam Technical University, Lucknow
HINDUSTAN INSTITUTE OF
MANAGEMENT AND COMPUTER STUDIES
FARAH, MATHURA (U.P.)

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ACKNOWLEDGEMENT
This is a great opportunity to acknowledge and thank to all those persons without
whose support and help this project would have been impossible. We would like
to add a few heartfelt words for the people who were part of this project in
numerous ways.
I am thankful to my HOD Dr. Abhilasha Singh (Hindustan Institute of
Management and Computer Studies, Mathura) for her indispensable support and
encouragement throughout the project.
I would like to thanks to my project guide/mentor Mr. Shantanu Sahu (Dy. HOD)
for his indefatigable guidance, valuable suggestions, moral support, constant
encouragement and contribution of time for the successful completion of project
work. I am very grateful to him for providing all the facilities needed during the
project development.
I am thankful to my counselors for his indispensible support and encouragement
through the project. Finally I would like to thank to those who helped me in the
preparation of the report directly or indirectly.
Sonu Kumar Sah
MBA IV SEM

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DECLARATION
I, SONU KUMAR SAH student of MBA IV semester, Hindustan Institute of
Management and Computer Studies, Mathura, hereby declare that the research
project report titled “The Study on Buying Behavior of Customers in Big Bazaar
at Mathura Region” is the outcome of my own research and prepared by me and
the same has not been submitted to any other university or institution for the
award of any degree or diploma.
I have submitted the copy of this report in this college, and therefore it is the
sole property of the institute. Any use of this project without the prior written
permission of the institute or me will be considered illegal and actionable.
PLACE:……………………….
DATE:……………………………
Name of student: Sonu Kumar Sah

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PREFACE
The research project report is the integral part of MBA curriculum. During the
course of report preparation, researcher are expected to use and apply their
academic knowledge and gain a valuable insight into corporate with all its
environment operational complexities.
This project accomplished by me as a part of my post graduation to fulfill the
requirements if completion of the degree, course of the degree that I have done
keeping in mind the importance and relevance of this project to my future
professional life.
The training offers a valuable opportunity to the researcher to meet and
implement the academic knowledge to the real world situation. I came out with
the project titled “The study on the Buying behavior of Customers in Big Bazaar,
Mathura” where I have tried my best to put my maximum efforts to compile the
data with utmost accuracy and hope this report will give complete satisfaction to
the readers.

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TABLE OF CONTENTS
 Acknowledgement
 Declaration
 Preface
 Certificate of the College
 Introduction 1-29
 Objectives of the Study 30-31
 Literature review 32-33
 Research Methodology 34-39
 Data Analysis and Interpretation 40-64
 Limitation of the study 65-66
 Findings 67-70
 Conclusions 71-74
 Recommendations 75-77
 Bibliography 78-79
 Questionnaire 80-82

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THE STUDY ON BUYING BEHAVIOR
OF CUSTOMERS
IN BIG BAZAAR AT MATHURA REGION

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RETAIL INDUSTRY IN INDIA
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.
Organized retail segment has been growing at a blistering pace, exceeding
all previous estimates. According to a study by Deloitte Haskins and Sells,
Organised retail has increased its share from 5% of total retail sales in 2006 to 8%
in 2007. The fastest growing segments have been the wholesale cash and carry
stores(150%). Further, it estimates the organized segment to account for 25% of
the total sales by 2011.
India retail industry is the largest in India, with an employment of around
8% and contributing to over 10% of the country’s GDP. Retail industry in India is
expected to rise 25% yearly being driven by strong income growth, changing
lifestyle, and favorable demographic patterns.
It is expected that by 2020 modern retail Industry in India be worth of US$
300-350 billion. Shopping in India has witnessed a revolution with the change in
the consumer buying behavior and whole format of shopping is also altering.
Industry of retail in India which has become modern can be seen from the fact
that there are multi-stored malls, huge shopping Centres, and Sprawlinf
complexities which offer food, shopping, entertainment all under the same roof.
Indian retail industry is expanding itself most aggressively; as a result a
great demand for real estate is being created. Indian retailers preferred means of
expansion is to expand to other region and to increase the number of their
outlets in a city. India retail industry is progressing well and for this to continue
retailers as well as the Indian government will have to make a combined effort. It
is expected that India may have 1000 new retail outlets till 2020.
Since retailing in India is thoroughly unorganized there is no supply chain
management perspective. As much as 96% of the 5 million plus outlets in India is
smaller than 500 square feet in area. This means that India per capita retailing

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space is about 2 square feet compared to 16 feet in the United States. India’s per
capita retailing space is thus the lowest in the world.
The first challenge facing the organized retail industry in India is
competition from the unorganized sector. Traditional retailing has established in
India for some centuries. It is a low cost structure, mostly owner-operated, has
negligible real estates and labour costs and little or no taxes to pay. Consumer
familiarity that runs from generation to generation is one big advantage for the
traditional retailing sector.
The above should not be seen as a gloomy foreboding from global retail
operators. International retail majors such as Benetton, Dairy Farm and Levis have
already entered the market. Lifestyles in India are changing and the concept of
“Value for money” is picking up. India’s first true shopping mall- complete with
food courts, recreation facilities and large car parking space- was inaugurated as
lately as in 1999 in Mumbai( called as “Crossroads”).
The retail industry is one of the biggest money spinners in the world,
notching up US $ 6.60 trillion (Rs. 26400000 crore) in turnover (Source
Euromonitor study). In India the sector is worth Rs.720000 crore (US$ 180 billion)
growing at between 11% and 12% annually. Despite its massive size, the business
is almost entirely controlled by the unorganized sector. While organized retail
makes up 70% to 80% of all retail business in developed countries, in India it is
pegged at a lowly 2%. This is by far the lowest in the world and even far below
comparable countries in Asia in China, organized retailing accounts for 20% of all
business, while in Indonesia it is 25%, in Phillippiness 35%, in Thailand it is pegged
at 40% and in Malaysia it is reputed to be 50% (Source Euromonitor Study).
In contrast, players in the organized sector have big expenses to meet, and
yet have to keep prices low enough to be able to compete with the traditional
sector. High costs for the organized sector arises from: higher labour costs, social
security to employees, high quality real estate, much bigger premises, comfort
facilities such as air-conditioning, back-up power supply, taxes etc. Organised
retailing also has to cope with the middle class psychology that the bigger and
brighter sales outlet is, the more expensive it will be.
The above should not be seen as a gloomy foreboding from global retail
operators. International retail majors such as Benetton, Dairy Farm and Levis have

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already entered the market. Lifestyles in India are changing and the concept of
“Value for money” is picking up.
India’s first true shopping mall- complete with food courts, recreation
facilities and large car parking space – was inaugurated as lately as in 1999 in
Mumbai.
These drawbacks present opportunity to international and/or
professionally managed Indian corporation to pioneer a modern retailing industry
in India and benefit from it.
The prospects are very encouraging. The first steps towards sophisticated
retailing are being taken, and “Crossroads” is the best example of this awakening.
More such malls have been planned in the other big cities of India. An FDI
confidence Index survey done by AT Kearney, retail industry is one of the most
attractive sectors for FDI (Foreign Direct Investment) in India and foreign retail
chains would make an impact circa 2003.
There are other benefits too of transforming retail sector into an organized
sector. Firstly, a number of new jobs will be created, far better paid than the
underage labour working in the local shops. Secondly, circulation of black money
and tax evasion will be curbed, as big employers, as distinct from owner-managed
chains, will have to keep proper records.

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Facts and Figures of Organized Retail Sector in India
 India has a per capita income of US$900 and despite this fact, 25% of the
people in the country earn less than $1 per day.
 India generates the second largest number of engineer in the world,
numbering around 400000 but 90% of students in the country do not
receive education beyond the 10th
standard.
 India also has the second highest GDP growth in the world, yet 35% of the
population which is in agriculture, contributes not more than 3 percent to
the overall figure.
 According to IMAGES India Retail Report 2007, of the RS. 1200000 Crores
retail market food and grocery retail is by far the single largest block
estimated to be worth a whopping Rs. 743900 crore, but more than 99
percent of this market is dominated by the neighborhood Kirana stores.
 India’s retail Sector is largely unorganized, with about 15 million tiny
outlets catering to consumers needs across the country-it employs the
second largest number of people after agriculture.
 Organized retail is now focused primarily on the 300 million urban
“Middle classes” and an additional 200 million rural rich, who forms a
consumer market worth more than US$100 billion. So, there is enough
ground for the modern and the traditional formats to co-exist.
 The biggest boon for India is that 890 million people are under 45.

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INTRODUCTION TO RETAILING
Retailing is a distinct, diverse and dynamic sector. It is an activity of
enormous economic significance to most developed nations. It generates
revenues and wealth for nation, encourages investments and brings technological
advancements. Stated that “it brings employment and creates wealth of the
economy; it is a vibrant part of our changing society and major source of
employment. Retailing performs activities at larger level so it requires massive
manpower to handle and manage its operations. Retailing also helps society in
general by providing goods and services in reasonable price and increasing their
standards of living. Retailing activity can be viewed as a significant contributor to
the economy in general.
Retailing is the set of activities that markets products or services to final
consumers for their own personal or household use. It does this by organizing
their availability on a relatively large scale and supplying them to consumers on a
relatively small scale. Retailing makes products and services available in large
quantities. Retailers produce or order the products / services in bulk so they can
take advantage of economy of scale and thus they can formulate competitive
pricing strategies. Products and services are generally sold through the store or on
the internet.
Retailing consists of those business activities involved in the sale of goods
and services to consumers for their personal, family or household use. It is the
final stage in a channel of distribution which comprises all of the businesses and
people involved in the physical movement and transfer of ownership of goods
and services from producer to end consumer.
Retailing involves

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 Interpreting need of the consumers
 Developing goods assortments of merchandise.
 Presenting them in an effective manner so that consumer finds it
easy and attractive to buy.
Retailing differs from marketing in the sense that it refers to only those
activities, which are related to marketing goods and/or services to final
consumers for personal, family or household use whereas marketing, according
to American Marketing Association, refers to ‘the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods
and services to create exchanges that satisfy individual and organizational
objectives.”
Organizational buyers purchase in order to perform a task or sell a
product effectively, efficiently and at a profit. They could be industrial buyers or
intermediary buyers. Industrial buyers are those who purchase goods and
services to be used in or to aid manufacturing process. Intermediary buyers are
those (wholesalers and retailers) who buy merchandise for resale. Retailers
include street vendors, local supermarkets, department stores, restaurants,
hotels. Mail and telephone orders, direct selling to consumers in their homes and
office and vending machines-all fall within the purview of retailing. In addition to
it, retailing may or may not involve a “retailer”. Manufacturers, importers, non-
profit firms and wholesalers are acting as retailers when they sell goods and
services to final consumers.
This retail marketing strategy involves selecting a retail target market (i.e
the carefully/exactly identified group of final consumers that a retailer seeks to
satisfy) and then implementing the corresponding retail marketing mix (i.e a

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combination of product, price, promotion and distribution strategies that will
satisfy the retail target market). The elements of the marketing mix encompasses
the facets shown that depicts consumer service as the crux of the whole activity.
Whatever the form of retailing is, a retail marketing strategy defines the
execution of the marketing process and facilitation of customer satisfaction. This
retail marketing strategy involves selecting a retail target market and then
implementing the corresponding retail marketing mix.
Retailing is the set of business activities that adds value to the products
and services sold to the consumers for their personal or family use. A retailer buys
goods or products in large quantities from manufacturer or Importers, either
directly or through a wholesaler, and then sells smaller quantities to the end user.
Retail establishments are often called shops or stores. Retailers are at the end of
the supply chain. Manufacturing marketers see the process of retailing as a
necessary part of their overall distribution strategy. The term “retailer” is also
applied where a service provider services the needs of a large number of
individuals, such as public utility, like electric power. Retailing is an important
institution in our society which provides considerable value to consumers while
giving people opportunities for rewarding and challenging careers. Retail formats
and companies are now major factors in the industry. The key to successful
retailing is offering the right product at the right price in the right place at the
right time and making a profit.
Traditionally, the retail industry in India comprised of large, medium and
small grocery stores and drug stores which could be categorized as organized
retailing. Most of the organized retailing in India had recently started and was
mainly concentrated in Metropolitan cities.

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The retailing industry seems poised for a significant growth in the coming
years owing to the presence of a vast market, growing customer awareness about
product quality and services, higher disposable income of consumers and the
desire to try out new products. In the past couple of years, the organized, multi-
outlet retailing concept had gained acceptance in India. In past few years the
organized, multi-outlet retailing concept had gained acceptance in India.
Leading global retailers such as Walmart, Tesco and others are keen to
enter the Indian retailing industry. The Chicago- based Sara Lee Corporation is
planning to enter the Indian apparel market. Dior, the well known watch brand
from the Louis Vuitton Moet Hennessy (LVMH) group, is planning to include India
among its top 12 world markets. The Rosy Blue Group, the world’s largest
diamond manufacturer, is planning to invest Rs.900 million in setting up 40
exclusive Orra diamond jeweler showrooms in India over the next few years.
Since foreign direct investment (FDI) in the retailing sector was not
permitted as of mid 2005, most global players were opting for the franchisee
route. According to the Global Retail Development Index of 2008 conducted by AT
Kearney, India was ranked 1 among 30 most attractive retailing destinations
across the globe. Kamal Nath, Union Minister for commerce and industry in India,
expressed optimism with regard to the retail sector in India. In a seminal
conducted by the Federation of Indian Chambers of Commerce and Industry
(FICCI) in February 2008, he said, “The importance of the retail sectors in the
national economy is not in dispute. All economists have agreed that giving the
retail sector a thrust will not only result in boosting the economy, but also that
the retail sector has the potential to be leveraged in order to rejuvenate specific
targeted sectors, including the rural economy….”

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Like every other economy, the retail sector is also one of the most crucial
and extremely potential sector of the Indian economy. As of now, the retail sector
in India accounts for approximately 40-45% of the GDP with 50% growth rates in
the past few years. The Indian retail market is one of the top 5 retail markets in
the world and employs 10-15% of the total Indian work-force.
The retail sector in India is divided into two main heads: Organised and
Unorganised sector. Organised sector retailers means to include the licensed i.e
those who have registered themselves for sales tax/ VAT, income tax, etc. These
are generally privately owned large businesses like Westside, Tanishq, Croma,
Shoppers Stop, Lifestyle, Pantaloons, Reliance World, Max and many more.
On the other hand, unorganised retailing refers to the traditional Kirana
shops, general/departmental stores, paan/beedi shops, etc which is unlicensed
along with neither any sales or income tax or VAT is paid by them to the
government.

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COMPANY PROFILE
TYPES: Subsidiary of Pantaloon Group
FOUNDED: 2001
HEADQUARTER: Mumbai, India
INDUSTRY: Retail
PARENT: Future Group (Initially Pantaloon group)
OWNER: Kishore Biyani
SLOGAN: Isse Sasta Aur Accha kahi Nahin
WEBSITE: HTTP://www.pantaloon.com/bigbazaar.htm
Big Bazaar is a chain of shopping malls in India currently with 220/225
outlets owned by the Pantaloon Group. It works on same the economy model as
Wal-Mart and has considerable success in many Indian Cities and small towns.
The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon
Retail India Ltd.

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Pantaloon Retail (India) Limited, is India’s leading company with presence
across multiple lines of businesses. The company owns and manages multiple
retail formats that cater to a wide cross-section of the Indian society and is able to
capture almost the entire consumption basket of the Indian consumer.
Headquartered in Mumbai (Bombay), the company operates through 4 million
square feet of retail space, has over 220/225 stores across 120 cities in India and
employs over 100000 people directly or indirectly. The company registered a
turnover of around 5500 crores for the FY 2015-2016. Pantaloon Retail forayed
into modern retail in 1997 with the launching of fashion retail chain, Pantaloons
in Kolkata.
Launched in August 2001, Big Bazaar has now become the iconic
destination of modern retailing for all sections of Indian consumers. There are 217
Big Bazaar stores in 110/115 cities including smaller towns like Sangli, Durgapur,
Panipat, Palakkad, Ambala, Meerut, Kolhapur and Haldia. Attracting over 100
million customers every year, it has democratized shopping in India and become
synonymous with great promotions that offer quality products at affordable
prices. This was followed by Food Bazaar, food and grocery chain and launch
Central, a first of its kind seamless mall located in the heart of major Indian cities.
Some of it’s other fomats include, collection I (Home improvement products), E-
Zone (consumer electronics), Depot (Books, musics, gifts and stationary), Shoe
Factory (Footwear) and Blue Sky (Fashion accessories). It has recently launched its
Etailing venture, Futurebazaar.com.
Big Bazaar is almost an air-conditioned version of any Indian Bazaar. There
is a huge crowd which can move in almost any direction. You can buy any things.
The perception of Big Bazaar is that it facilitates some serious savings on grocery

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shopping. And it work makes no mistake, it attracts the well heeled as much as it
attracts everyone from the street. Apart from that, their competence in providing
products at lowest prices and great quality in an ambience much better than what
the customers were used to has also contributed to their success. The focus is on
continuing to provide very high “Value for Money” to customers by providing
exciting offers throughout the year. It will be facilitated by constantly working on
its buying and supply chain efficiencies.
Big Bazaar is not just another hypermarket and provides the best products
at the best price. It also reflects the look and feel of Indian bazaars at their
modern outlets. All over India, Big Bazaar attracts a few thousands customers on
any regular day. Big Bazaar provides various products to customers at cheapest
rate and they give a challenge to customers to provide products and services at
low cost than any other retail shop. Big Bazaar divides their products under
various departmental heads/segments:
Food Bazaar
M-Bazaar
Electronic-Bazaar
Furniture-Bazaar
Footwear-Bazaar
Garments
Spread over anywhere between 30000 square feet and 150000 square feet
of retail space, a typical Big Bazaar store offers over 160000 products across
categorise like apparel, general merchandise, food, cosmetics, home needs,
electronics, furniture, communication, books, music, gold, pearl jeweler and even
value added services like consumer credit, beauty salons, gym and travel services.

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There are various subsidiary companies working under the future group.
Home Solutions Retail India Ltd., Pantaloon Industries Ltd, Galaxy Entertainment
and Indus League Clothing. The group also has joint venture companies with a
number of partners including French Retailer Etam Group, Lee copper, Manipal
Healthcare, Talwalkar’s, Gini & Jony and Liberty shoes. Planet Retail, a group
company owns the Franchisee of international brands like Marks & Spence,
Debenhams, Next and Guess in India.

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Major Milestones
1991 Launch of BARE, the Indian jeans brand
1992 Initial public offer(IPO) was made in the month of MAY
1994 The Pantaloon Shoppe- exclusive menswear store in franchisee
format launched across the nation. The company starts the
distribution of branded garments through multi- brand retail outlets
across the nation.
1994 John Miller- Formal shirt brand launched
1995 Pantaloons- Indian’s family store launched in Kolkata
2006 Big Bazaar, “ISSE SASTA AUR ACCHA KAHI NAHIN”- India’s first hyper
market chain launched
2007 Food Bazaar, the supermarket chain is launched.
2008 Central- “ Shop, Eat, Celebrate In The Heart Of Our City”- India’s first
seamless mall launched in Bangalore
2009 Fashion Station- The popular fashion chain is launched all- “a little
larger”- exclusive stores for plus size individuals is launched
2010 Future Capital Holdings, The company’s financial arm launches real
estates funds KSHITIJ and HORIZON and private equity fund Indivision.
Plans forays into insurance and consumer credit.
Multiple retail formats including Collection, Furniture Bazaar, Shoe
Factory, Ezone, Depot and Future bazaar.com launched across the
nation.
Group enters into joint venture agreements with ETAM group and
Generali.

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2011  Big Bazaar forays into the rural wholesale and distribution business
through ‘Aadhaar Wholesale’ store at Kalol, Gujarat.
 Big Bazaar has come up a new logo with a new tag line: “NAYE
INDIA KA BAZAAR”
 200TH Store opened in india
 Future Group has launched its latest venture, Foodhall- a premium
food destination across 10 metros in India.
 For the convenience of the online customers, Big Bazaar has
started free shipping on all orders above rs 1000
 Entered into an agreement with Hindustan Unilever to Co- develop
and co –brand bakery products, which would be sold exclusively at
Big Bazaar stores.
2012  Big Bazaar entered into a five year multi-million dollar deal with
Cognizant Technology Solutions for IT infrastructures services that
support Future Group’s network of stores, warehouses, offices and
data centres.
 Partnered with Disney to launch “KIDS COOKIES”, exclusively for
kids across India.
 Big Bazaar is planning to add further value to its retail services by
offering Value added services like Grinding, de-seeding, vegetables
cutting at free of cost.

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AFFILIATE COMPANIES OF BIG BAZAAR
FUTURE GROUP
Future Group is India’s leading business group that caters to the entire
Indian Consumption space. The group’s joint venture partners include Italian
Insurance major, Genarali, Frenceh retailer ETAM group, US based stationary
products retailers, Staples Inc and UK based Lee Cooper. Led by Mr. Kishore
Biyani, the Future Group operates through the six verticals: Retail, Capitals, Space,
Media and Logistics. The groups flagship company, Pantaloon Retail (India)
Limited operates over 10 million square feet of retail space, has over 1000 stores
and employs over 30000 people. Future group is present in 81 cities and 65 rural
locations in India and more are in the stage of opening. Some of its leading retail
formats include Pantaloons, Big Bazaar, Food Bazaar, Home Town, E-Zone, Depot,
Future Money and online retail format, futurebazaar.com.
Future Group companies includes, Future Capital Holdings, Future Generali
India Indus League Clothing and Galaxy Entertainment that manages Sports Bar,
Brew Bar and Bowling Co. Future Capital Holdings, the group’s financial arm,
focuses on asset management and consumer credit. It manages assets worth over
$1 billion that are being invested in developing retail real estates and consumers
related brands and hotels. The group has launched a consumer credit and
financial supermarket format, Future Money and soon plans to offer insurance
products through a joint venture with Italian insurance major, Generali.
The group is currently developing over 50 malls and consumption centres
across the country and has formed a joint venture company focusing on mall
management with Singapore-based CapitaLand, one of Asia’s largest companies.
Future group’s vision is to, “deliver Everything, Everywhere, Everytime to Every
Indian Consumers in the most profitable manner”. The group considers
“Indianess” as a core value and its corporate credo is- “Rewrite rules, Retain
values”.
The brand Big Bazaar is the subsidiaries companies as well as the part of
the retail network of Future group. Future Group operates some of the India’s
most popular retail chains including Pantaloons, Central , Big Bazaar, Food Bazaar,
Home Town and Ezone and also has allied businesses in consumers finance, life

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and non-life insurance, logistics infrastructure and supply chain and brand
development. Future Group believes in developing strong insights on Indian
consumers and building businesses based on Indian ideas as espoused in the
group’s core value of “Indianness”. The group’s corporate credo is, “Rewrite Rule,
Retain Values”.
“Future” the word which signifies optimum, growth, achievements,
strength, beauty, rewards and perfection. Future encourages us to explore areas
yet unexplored, write rules yet unwritten; create new opportunities and new
successes. To strive for a glorious future brings to us our strength, our ability to
learn, unlearn and relearn our ability to evolve.
The motto of Future Group, to not to wait for the future to unfold itself
but create future scenarios in the consumer space and facilitate consumption
because consumption is development. Thereby, it will effect socio-economic
development for their customers, employees, shareholders, associates and
partners. Their customers will not just get what they need, but also get them
where, how and when they need. They are not just posting satisfactory results,
they are writing success stories.

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GROUP VISION
Future Group shall deliver Everything, Everywhere, Every time for Every Indian
Consumers in the most profitable manner.
GROUP MISSION
Future Group shares the vision and belief that their customers and
stakeholders shall be served only by creating and executing future scenarios in
the consumption space leading to economic development.
They will be the trendsetters in evolving delivery formats, creating retail
reality, making consumption affordable for all customer segments- for classes
and for masses.
They shall be efficient, cost conscious and committed to quality in whatever
they do.
They shall ensure that their positive attitude, sincerity, humility and united
determination shall be the driving forces to make them successful.
CORE VALUES
 Indianness: Confidence in themselves
 Leadership: To be a leader, both in thought and business.
 Respect and Humility: To respect every individual and be humble in their
conduct.
 Introspection: Leading to purposeful thinking
 Openness: To be open and receptive to new ideas, knowledge and
information
 Valuing and Nurturing Relationships: To build long term relationships.
 Simplicity and Positivity: Simplicity and positivity in their thought,
business and action.
 Adaptability: To be flexible and adaptable, to meet challenges.
 Flow: To respect and understand the universal laws of nature.

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FUTURE GROUP CONGLOMERATE
Future Group has six business pillars:
FUTURE RETAIL
All the retail lines of business like food fashion and home will come under
this vertical.
FUTURE BRAND
Custodian of all the present and future brands that are either developed or
acquired by the group.
FUTURE SPACE
Will have a presence in property and mall management.
FUTURE CAPITAL
Will provide consumer credit and micro finance services, including
marketing of MF’S and insurance policies, and management of real estates and
consumer fund.
FUTURE MEDIA
Will focus on revenue generation through effective selling of retail media
spaces.
FUTURE LOGISTICS
To drive efficiencies across businesses via better storage and distribution.

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SUBSIDIARY COMPANIES OF FUTURE GROUP
PANTALOON
Pantaloon Retail (India) limited, is India’s leading retail company with
presence across multiple lines of businesses. The company owns and manages
multiples retail formats that cater to a wide cross-section of the Indian society
and is able to capture almost the entire consumption basket of the Indian
consumer. Headquartered in Mumbai, the company operates through 5 million
square feet of retail space, has over 331 stores across 40 cities in India and
employs over 17000 people. The company registered a turnover of Rs. 2015 Crore
for FY 2010-2011.
CENTRAL
Central, the showcase seamless mall concept is one of the more popular
offerings in the lifestyle segment that celebrates shopping in India. During the
year, Central capitalized on its positioning of being a destination where citizens
can just come and unwind, whether it’s for shopping for a wide range of national
and international brands, enjoying their favorite cuisine at the multiple specialty
restaurants and food courts or watching the latest movie releases at in-house
multiplexes.
The most reputed brands are showcased in Central. It is also emerging as
the destination of first choice for new fashion brands in India. Central assures
better visibility, instant recognition, good quality and commercially viable space
on the basis of the optimum space utilization concept, taking the brand closer to
the consumer. With brands within Central competing against the best brands in
the country, it also allows benchmarking for these brands.

30
DEPOT
This is largely untapped unorganized market for books and music with very
few players, throws up an enormous opportunity; something that prompted
Pantaloon to make its foray through its own format, Depot in 2005-2006. Located
as stand-alone stores and within most Pantaloons, Central and Big Bazaar retail
formats, Depot’s vision is to be a one-stop shop where customers will find an
extensive range of books, multimedia, toys, gifts and stationery, thereby
transforming the way books, music, multimedia and gifts are bought, sold and
perceived in India. This would be made possible by the creation of a portfolio of
exclusive titles, an Indian experience while shopping and connecting with the
mind and soul through different languages, ideas and tunes.
MBAZAAR
Mbazaar is a format that addresses the value seeker’s quest for possessing
latest technologies and intending to be a dominant modern retail player in the
mobile space at lowest price. This is what prompted the company to set up a new
division ConvergM in 2005-2006 to identify, develop and bring to the market,
mobile products and solutions tailor-made to suit the consumers requirements at
competitive prices. Primarily aimed at the replacement market, a typical Mbazaar
is located within most Big Bazaar as well as stand-alone options. This 250-500
square feet offering retails both GSM and CDMA and landline phones while
providing options of M pods, downloads to name a few. The mission for Converge
M is to emerge as the largest organized retailer in the mobile space, while leading
innovation in mobile application and being the most favored destination for all
communication needs.

31
FOOD BAZAAR
Food habits vary according to community, customs and geography across
India. Food Bazaar, through its multiple outlets addresses this. At the same time it
offers best quality products at wholesale prices to a wide cross section of the
Indian population. Food Bazaar effectively blends the look, touch and feels of the
Indian bazaar with the choice, convenience and hygiene that modern retail
provides. The food and grocery division of the company was launched in 2002-
2003 and has grown to 210 stores nationwide at the end of the financial year.
Most stores are located within Big Bazaar, Central and Pantaloons and act as
strong footfall generators.
PLANET RETAIL
A young and emerging India is also eager to experience international
brands. We sensed this opportunity some time back and have built a strong
portfolio of international brands through our strategic partnership with planet
Retail Holdings Pvt. Ltd. The alliance with planet Retail provides access to
international fashion retail chains like Marks & Spencer, with 9 stores at present;
Guess the US brand that has 12 retail stores currently, and the Spanish brand
Women’s Secret which is retailed through 2 outlets. Planet Retail also has a multi-
brand international sportswear format under the brand “Planet Sports”. The
company is the sole licensee for sportswear brands such as Converse, Spalding
and the Athelet’s Foot the venture has also lauched other format like Sports
Warehouse, Accessorize, Monsoon, Next and Debenhams.

32
FUTUREBAZAAR.COM
The emergence of a mass base of net savvy Indians is realty today. Access
to integrated no longer limited to a small segment of young, make urban people.
Cutting across age groups, gender, geography and socio-economic backgrounds,
Indian are taking to the net like fish to water. It is estimated that there are at least
25 million Indians who access the internet on a regular basis. Falling prices of
personal computers and laptops coupled with increasing penetration of internet,
and broadband services is driving more and more Indians to the internet. In fact,
Indians are no longer limiting their Internet usage to email and chatting. Online
shopping has finally come of age. As the leading retailer in India, Pantaloon could
ill afford to overlook this emerging segment.
LIBERTY SHOES
With fashion being the focus of the company, the intent is to provide a
complete wardrobe experience to the consumer that includes not just apparel but
fashion accessories also. Accessories speak a lot about the personality of the
individual and are a reflection of the attitude of the wearer. Footwear is one such
category in the fashion sphere that truly embodies the phrase-best foot forward.
Footwear as a category has been present in most of the company’s Big
Bazaar; Fashion Station, Pantaloons and Central retail formats. During the year
under review, Pantaloon explored the opportunity to get into branded footwear,
by partnering with the well- established footwear company Liberty Shoes. The
joint venture name Foot Mart Retail (India) Limited would launch branded
footwear retail chains in the country under the ‘Shoe Factory’ brand.

33
GINI & JONY
The company recognizes that the organized kids wear category has shown
signs of sizeable growth over the past couple of years. In order to expand and
consolidate its presence in this category, the company entered into a joint
venture with the country’s leading kids wear retailer, Gini & Jony Apparels Pvt.
Ltd. This equal joint venture named GJ Future Fashions Limited, apart from
gaining additional visibility within all existing and upcoming Pantaloons stores and
Central malls will set up a chain of exclusive kids wear stores throughout the
country, addressing fashions needs of the children in all age groups, from 5 to 15
years. This initiative witnessed the opening of two stand-alone stores during the
year 2005-06 in Indore and Ahmedabad.
BIG BAZAAR
Big Bazaar has clearly emerged as the favorite shopping destinations for
millions of its consumers, across the country, it’s success is a true testament to
the emotional bonding it has established with the Indian Consumer, on account of
its value offerings, aspirational appeal and service levels.
Big Bazaar has democratized shopping in India and is so much more than a
hypermarket. Here, you will find over 170000 products under one roof that cater
to every need of a family, making Big Bazaar India’s favorite shopping destination.
At Big Bazaar, you will get the best products at the best prices from apparel to
general merchandise like plastics, home furnishings, utensils, crockery, cutlery,
sports goods, car accessories, book and music, computer accessories and many
more. Big Bazaar is the destination where you get products available at prices

34
lower than the MRP, setting a new level of standard in prices, convenience and
quality.
If you are a fashion conscious buyer who wants great clothes at great
prices, Big Bazaar is the place to be. Leveraging on the company’s inherent
strength of fashion, Big Bazaar has created a strong value-for money proposition
for its customers. This highlights the uniqueness of Big Bazaar as compared to
traditional hypermarkets, which principally revolve around food, groceries and
general merchandise.

36
OBJECTIVES OF THE STUDY
1. To study the Buying Behavior of the Customers in Big Bazaar.
2. To understand the psychology of the customers about Big Bazaar and their
buying patterns and their perception after the shopping.

38
LITERATURE REVIEW
A literature review is a body or steps of the research process which is body
of text that aims to review the critical points of current knowledge on a particular
topic. Most often associated with science oriented literature such as thesis the
literature review usually preceeds a research proposal, Methodology and results
section. It is a comprehensive review of studies done earlier i.e. published and
unpublished from secondary sources. The main aim of the literature review is to
become familiar with the problem and formulate of action plan smoothly for the
sort out the problem clearly.
The literature review or survey section examines recent (or historically
significant) research studies, company data, or industry reports that act as a basis
for the proposed study. Research related literature and related secondary data
from a comprehensive perspective, moving to more specific studies that are
associated with our study.
The literature review helps us to understand the need for the proposed
work to appraise the shortcomings and/or informational gap in secondary data
sources. This analysis may go beyond scrutinizing the availability or conclusion of
past studies and their data, to examine the accuracy of secondary sources, the
credibility to these sources, and the appropriateness of earlier studies.
The literature review is basically a secondary data that we have gathered
from the website of Big Bazaar, Retailseminar and Futuregroup and various other
sources. On the basis of the secondary data we began our research. The opinion
given by the various respondents and the customers was totally favoring our
study.

40
RESEARCH METHODOLOGY
RESEARCH:
A research is a carefully investigation or inquiry through search for
new facts in any branch of knowledge.
“Research comprises of defining and redefining problem, formulating
hypothesis or suggested solutions, collecting, organizing and evaluating
data, reaching conclusions, testing conclusions to determine whether they
fit the formulated hypothesis.”
------------------------- CLIFFORD WOODY
RESEARCH DESIGN
Research design is a framework or blueprint for conducting the
research smoothly and effectively. It is a detailed plan of the activities in the
project to be done. The research design facilitates the smooth flow of
various research processes which results in more accurate results with
minimum usage of time, effort and money. It includes the research
approach, sample and sampling design, observational design, data
collection tools and methods and statistical design.
The research that was conducted was qualitative in nature since it was
open ended, flexible and non statistical.
SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from a given
population. It refers to the technique or the procedure the researcher

41
would adopt in selecting items for the sample. The sample design is
determined before data are collected.
The sampling used for the study is convenience and restricted random
sampling. The chances of errors were less, for the data, due to commonality
of the product and positive response of each of the respondents. Also the
data to be collected was of type which could be answered by anyone who
visits the Big Bazaar. There was no duplication of the samples as all the
samples were from different customers on different dates which were in
the proximity of the researcher. The sample was up to date and the study
was conducted recently and hence the data was relevant for the current
timing.
 Universe (Population):
The universe chosen for the research study is the various customers
and consumers that visit to the Big Bazaar for the purpose of shopping or
outing.
SAMPLE SIZE:
The number of the sampling units selected from the population is
called the size of the sample. The sample size of the research was the 50
respondents consisting of the customers that visited to the Big Bazaar.
SAMPLE FRAME:
Sample frame is the complete list of all the elements in the population
from which the sample size is drawn.

42
SAMPLING PROCEDURE:
The procedure adopted in the research study is probability sampling,
which is also known as chance sampling. Under this sampling design, every
item of the frame has an equal chance of inclusion in the sample and there
is no biasness in the data collected of the research. Results can be
generalized and used when we have the sampling frame.
METHODS OF DATA COLLECETION
The data was collected through primary sources. In the initial stage,
the basic data related to the Big Bazaar of the Mathura Region was
collected from the HR. Manager Sanjay Tyagi and the rest data and
information for the research were collected directly interacting with the
customer of the Big Bazaar with the help of the questionnaire. Some
feedback was also taken from the respondents to get an idea of their
perception about the Big Bazaar and its various products and services to
explore the problem if any faced by the customers..
The data of the Big Bazaar were collected through the following
sources:
 Primary Sources:
Primary data are in the form of “raw materials” to which statistical
methods are applied for the purpose of analysis and interpretations. It is the
first hand data that is collected directly from the respondents. In such

43
sources of data collection the researchers himself/ herself goes to the field
and enquires with the various respondents and collects data from them.
The primary data of the research were collected through the
discussions with the HR. Manager and the customers of the Big Bazaar.
For the collection of the primary data following methods were used:
 Observation method:
The observation method is the method in which we as a researcher
just observe the activities and behavior of the various activities going on in
the Big Bazaar along with the activities of the Customers and the Sales
personnel of the company. Some part of the research was based on the
observation methods since we came to know the behavior of the
salespersonnel towards the various customers.
 Survey methods:
The survey method is another methods of primary data collection in
which we the researcher collects the data and information from the
intermediaries by interviewing them. While going through the research the
survey was specially done on the basis of structured or Formal interview
with the help of the questionnaires.
 Secondary Sources:
The secondary sources of data mainly consist of data and information
that is already published and collected by the previous researchers. It may
be collected from records, company websites, libraries and from the various

44
journal and articles published about the company and discussion with the
management of the organization also we collected the data from the
reports already published by the previous researchers.
NATURE OF THE RESEARCH
Descriptive research, also known as statistical research, describes
data and characteristics about the population or phenomenon being
studied. Descriptive research answers the questions who, what, where,
when and how.
Although the data description is factual, accurate and systematic, the
research cannot describe what caused a situation. Thus, descriptive
research cannot be used to create a causal relationship, where one variable
affects another. In other words, descriptive research can be said to have a
low requirement for internal validity.

45
DATA ANALYSIS AND INTERPRETATION

46
DATA ANALYSIS AND INTERPRETATION
TABLE 1: Location of the customers
Location No. of respondents
From Mathura 32
Outside Mathura 18
CHART :
INTERPRETATION:
From the above table and chart we can easily depict the location of the customers
of Big Bazaar they belong to. Since Big Bazaar is close to the city of Mathura, the
maximum customers of Big Bazaar consisting of 32 respondents are from the
Mathura and remaining 18 from outside the Mathura region. Being attached to
the NH-2 the most customers outside of Mathura are the individuals who are the
travelers between this route halts at for refreshment and entertainment in the
Big Bazaar along with the Macdonald located near to it.
32
18
From Mathura Outside Mathura

47
TABLE 2: Age in years
Age in years No. of respondents
0-25 16
25-50 28
50-75 6
75+ 0
CHART :
INTERPRETATION:
By analyzing the responses to this question, I, as a researcher, as well as
companies, can identifies the demographics of the population that visit outlets.
The highest number of respondents falls in the age group of 25-50. It can be
concluded that most of the consumers who visit retail outlets regularly are the
middle aged group. They make up almost more than half of the population who
shop at retail stores.
0
5
10
15
20
25
30
0-25 25-50 50-75 75+
Age of the customers in years

48
TABLE 3: Occupation of the customers
Location No. of respondents
Service 20
Business 16
Student 13
NA 1
CHART :
INTERPRETATION:
The above table and chart shows us the occupation of the customers
who is likely to visit the Big Bazaar. The service category customers is the one with
the highest 20 respondents followed by business, students and NA composing of
16, 13 and 1 respectively. From this it can be concluded that the mostly
customers who visit to Big Bazaar is of service class.
20
16
13
1
Service
Business
Student
Not applicable

49
TABLE 4: Gender of the Customers
Gender No. of respondents
Male 33
Female 17
CHART :
INTERPRETATION:
By analyzing the response to this question, Me, as a researcher can identify
the distribution in the number of men and women who visit the retail outlets and
appropriate decision can be made keeping these numbers in mind.
The high number of respondents were male, as is depicted by the graph
and chart presented above. The number of females were less compared to the
male respondents.
33
17
Gender Male
Gender Female

50
TABLE 5: Monthly income of the customers
Monthly Income No. of respondents
<10000 4
10000-20000 15
20000-40000 13
40000-60000 5
60000> 2
NA 11
CHART :
INTERPRETATION:
By analyzing the monthly income of the customers of the Big Bazaar it can
be depicted that the income ranging group of Rs.10000-20000 & 20000-40000 are
with the respondents of 15 and 13 respectively which is the largest no. of
respondents falling under these groups of income category. NA stands for Not
Applicable group are those who are under the category of students and they
don’t have any monthly income.
4
15
13
5
2
11
0
2
4
6
8
10
12
14
16
<10000 10000-20000 20000-40000 40000-60000 60000+ NA
Monthly Income
No.ofCustomers
Monthly income of customers

51
TABLE 6: How frequently do you visit Big Bazaar?
Frequency of visit No. of respondents
Weekly 8
Monthly 21
Quarterly 4
Unplanned Basis 7
On special offers 10
CHART :
INTERPRETATOIN:
The above table and chart shows us the frequency of visit done by the
customers of the Big Bazaar. From this we can see that 21 is the largest no. which
is the visit frequency of the monthly visit of Big Bazaar by the customers. Also
10,8,7,4 are those types of customers who visit to the Big Bazaar on Special
offers, Weekly, Unplanned basis and quarterly respectively. Monthly customers
can buy the precuts in bulk so they can shop during and other offer seasons it can
be increased if the employee handles the customer well, display of the products,
and ambience of the retail outlet is good.
0
5
10
15
20
25
Weekly Monthly Quarterly Unplanned
basis
On special
offers
Visit Frequency
8
21
4
7
10
Visit frequency of the customers

52
TABLE 7: How do you reach Big Bazaar?
Means No. of respondents
Hired vehicles 13
Two wheeler 14
Four wheeler 21
Others 2
CHART :
INTERPRETATION:
This question was designed in order to study the buying pattern of the
customers. The findings shows that most of the (21) customers used their own
four wheeler modes for the purpose of the shopping while use of the two
wheelers and hired vehicles were also in average since the hired vehicles were
mostly afforded by the students customers segments of the Big Bazaar while the
use of the two wheeler were seen in the business class family.
13 14
21
2
0
5
10
15
20
25
Hired Vehicles Two wheelers Four wheelers Others
Reach to Big Bazaar
Modes of reaching to Big Bazaar

53
TABLE 8: Do you intend to visit any other retail outlets in mall other than Big Bazaar?
Intend to visit No. of respondents
Yes 42
No 8
CHART :
INTERPRETATION:
The above table and chart depicts whether the customers visit to other
outlets in mall other than Big Bazaar or not. While going through the research we
came to know that maximum of the customers intend to visit the other retail
outlets in mall which composed of 42 respondents in favor of it.
42
8
0
5
10
15
20
25
30
35
40
45
Yes No
Visit other outlet
No.ofcustomers
visit other outlets

54
TABLE 9: If yes what are the retail outlets do you visit in the Mall?
Answer No. of respondents
Garment outlet 5
Footwear outlet 1
Food outlet 8
Entertainment and gift outlet 3
All of the above 33
CHART :
INTERPRETATION:
The table and chart shows the retail outlet that is visited in the mall by the
customers other than Big Bazaar. Going through we found that more than 60% of
customers i.e.33 respondents by giving the feedback of visiting the all of the
above outlets followed by the 8 & 5 customers who visited the food outlets and
Garment outlets.
5
1
8
3
33
Garment outlet Footwear outlet food outlet Entertainment All of above

55
TABLE 10: Why do you visit the Big Bazaar?
Reasons of visit No. of respondents
Shopping 29
Outing 6
Dating 3
Both shopping and outing 12
CHART :
INTERPRETATION:
The above table and chart depicts us the reasons for visiting the Big Bazaar.
Since it is common to say that most of the customers visit for the purpose of
shopping. The feedback relating to this query were also the same in which 29
respondents favors for the purpose of shopping and there were 12 respondents
who visits Big Bazaar for the purpose of the shopping and outing where few of the
respondents visited for the dating who might have been the students group.
29
6
3
12 Shopping
outing
dating
both shoping and
outing

56
TABLE 11: What types of products do you mostly purchase in Big Bazaar?
Types of products purchased No. of respondents
Clothes 5
Grocery and food items 13
Leather 0
Mix of the above 32
CHART :
INTERPRETATION:
The table and chart shows the product that is mostly purchased by the
customers of the Big Bazaar. It can be easily seen that most of the amount is
spent in the purchasing of combination (mix of the above) items as responded by
the 32 respondents, followed by the Grocery and food items with the 13
respondents. The retail stores that provide groceries and mix items can be seen at
a higher rate of turnover and sales volume.
0 5 10 15 20 25 30 35
Clothes
grocery and food items
Leather items
mix of above
5
13
0
32
Types of products purchased

57
TABLE 12: How much money do you spend in a visit to Big Bazaar?
Money spent No. of respondents
<500 1
500-1000 6
1000-1500 11
1500-2000 12
2000> 20
CHART :
INTERPRETATION:
The above table and chart shows the money spent in a visit to Big Bazaar. In
a visit to Big Bazaar the most respondents ie.20 spent for more than Rs.2000
followed by the 12, 11, 6, 1 respondents shopping for 1500-2000, 1000-1500,
500-1000 respectively.
1
6
11 12
20
0
5
10
15
20
25
< 500 500-1000 1000-1500 1500-2000 2000>
No.ofcustomers
Amount spent on purchase

58
TABLE 13: How much time do you spend in a visit?
Time spent No. of respondents
< ½ hr. 2
Upto 1 hr. 11
1-2 hr. 12
2 hr.> 13
Depends upon goods to be purchased 12
CHART :
INTERPRETATION:
Out of the respondents responses the mix feedback and responses were
received from them relating to the time they spent for the shopping in a visit. Out
of the 50 respondents the 13 shopped for more than 2 hrs. whereas there were
the respondents who shopped according to the goods to be purchased. Since
most of the customers shopping time spent were more than 2 hrs. so the
environment must be created for them so that they can shop along with listening
entertaining themselves through the music and the rhythms.
2
11
1213
12
<1/2 hr.
upto 1 hr
1-2 hr
> 2 hr
depends upon good
purchased

59
TABLE 14: Which days do you prefer to visit Big Bazaar?
Days preferred No. of respondents
Saturday/Sunday 35
Weekdays 5
As per free time/day 10
Only on Wednesday 0
CHART :
INTERPRETATION:
This question was designed in order to study the days of the week most
preferred by the customers. During the research we came to know that most of
the customers ie. 35 respondents preferred for shopping on Saturday/Sunday
since most of the individuals are free from their office work. Also few were
interested for shopping as per free time/day from their busy lifestyles.
0
5
10
15
20
25
30
35
saturday/Sunday weekdays as per free
time/day
only on
Wednesday
Days preferred for shopping

60
TABLE 15: What time do you prefer to visit the Big Bazaar?
Time preferred No. of respondents
10 a.m.- 6p.m 25
6-10 p.m 18
As per convenience 7
CHART :
INTERPRETATTON:
The most preferred time for the shopping of the customers of the Big
Bazaar is the office hour ie. 10 am.- 6 pm. so that they can easily shop the goods
and services as per their requirements. The respondents that preferred shopping
time from 10-6 are the highest with 25 respondents backing up by the 18
respondents preferring the 6pm. – 10 pm. shopping.
25
18
7
10a.m-6p.m
6p.m- 10p.m
as per convenience

61
TABLE 16: Do you make plan to prepare list of products to be purchased?
Make a plan or not No. of respondents
Yes 40
No. 10
CHART :
INTERPRETATION:
This questions was designed in order to know whether the products list is
made or not by the customers for the products to be purchased. While going
through the research we came to know that most of the customers i.e. 40
respondents made products list for the purchase of the goods while 10 were
found not making any types of such list. Since the product list preparation helps
the customers to shop for the product required without missing out any products
and it also makes convenience to them for the shopping.
40
10
0
5
10
15
20
25
30
35
40
45
Yes No
make products lists

62
TABLE 17: Do you prefer to prepare list of brand products in advance?
Prepare a brand products list or not No. of respondents
Yes 46
No 4
CHART :
INTERPRETATION:
This question was asked in order to know whether the customers make the
list of the brand products to be purchased. We came to know that most (90%) of
the respondents made the list of the brand products to be purchased while 10%
were seen missing out of making such brand product list. It easily depicts that
those who made the brand products list to be purchased is more health and diet
concern than other who were seen missing out such brand product list.
0
5
10
15
20
25
30
35
40
45
50
Yes No
make products brand list

63
TABLE 18: In which segments/product line do you pre-decide the brands?
Segments No. or respondents
Garments 3
Jewellery 4
Electronic & Gadgets 2
Grocery 13
All of the above 28
CHART :
INTERPRETATION:
This question was designed in order to know the product line/segments the
customers pre-decide the brands. While going through the research we came to
know the customers were not particular to any segments in deciding the brands
since the mix response were given by the customers of the Big Bazaar. The
customers who gave the response in mix terms of the brands were 28
respondents out of 50. While 13 respondents were seen preferring the Grocery
items as product line for pre-deciding the brands.
0
5
10
15
20
25
30
Garments Jewellery Electronics &
gadgets
Grocery All of above
3 4 2
13
28

64
TABLE 19: How do you make payments?
Mode of payments No. of respondents
Cash payments 18
Credit Card 4
Debit Card 19
As per convenience & situation 9
CHART :
INTERPRETATION:
The question was designed in order to know the modes of payment that is
mostly preferred by the customers. From the above table and chart we can easily
depict that the debit card along with the cash payments modes is extensively
used by the customers of the Big Bazaar. The payment made through the debit
card was from the 19 customers while through the cash payments comprising of
18 customers.
From this we can say that the initiative that is taken by the GOI for the
digital payment is in the process of effectiveness and in the near future it will be
extensively used by the people of the country since it is easy and safe to carry.
18
4
19
9
0
2
4
6
8
10
12
14
16
18
20
cash payments Credit card debit card As per convenience
and situation

65
TABLE 20: What motivates you to visit Big Bazaar?
Means of motivation No. of respondents
Price 6
Service 9
Convenience 9
Product variety and quality 26
CHART :
INTERPRETATION:
The above table and chart depicts us about the reasons for the visiting of
Big Bazaar by the customers. From above we can say that the product variety and
quality is the main reasons for the visiting of the customers to the Big Bazaar.
Since Big Bazaar has a wide range of products variety and quality of the products
that encourages the customers to frequently visit the Bazaar.
6
9
9
26
Price
Service
Convenience
Product and variety

66
TABLE 21: How do you rate to the services of the sales personnel?
Rating category No. of respondents
Very good 31
Good 16
Average 3
Poor 0
Very poor 0
CHART :
INTERPRETATION:
The above table and chart shows us the rating of the services provided by
the sales personnel of the Big Bazaar. Since the sales personnel are gradually and
frequently in touch with the customers of the Big Bazaar, it is the customer who
helps to know the services provided and the need of improvement as the
feedback gathered from them. While going through the research it was seen that
most of the customers rated the services of the sales personnel with the very
good comprising of 31 respondents followed by the good of 16 respondents.
0 5 10 15 20 25 30 35
Very good
Good
Average
Poor
Very poor
Rating of the services of the sales
personnel

67
TABLE 22: Do you go to Kirana store in addition?
Go to kirana store or not No. or respondents
Yes 39
No 11
CHART :
INTERPRETATION:
This question was designed in order to know whether the customers of the
Big Bazaar visits to the Kirana store or not. It can be seen that the maximum of
the respondents i.e. 39 respondents favored going to the Kirana outlet since it is
easily available and convenient to the customers in case of immediate products
needed by them. While 11 respondents donot prefer to go to the Kirana outlets
available in their locality.
0
5
10
15
20
25
30
35
40
Yes No
Go to kirana store
39
11

68
TABLE 23: How do you compare products of Kirana store with Big Bazaar?
Compare with No. of respondents
Price 10
Service 9
Quality and Variety 24
Convenience 7
CHART :
INTERPRETATION:
The above question was designed in order to know the perception of the
customers and the Kirana store and the Big Bazaar. While going through the
research we came to know that the main basis of comparision of products of
Kirana store with Big Bazaar is the Quality and Variety which is the perceived
expectation of the customers from the products and services. 24 respondents
were supporting and comparing on the the basis of the quality and variety while
10 respondents were comparing on the basis of price.
0
5
10
15
20
25
Price
Service
Quality and
variety Convenience
Compare products of kirana in terms of
10
9
24
7

69
TABLE 24: Do you think demonetization may affect buying behavior in a negative way?
Has demonetization affected No. of respondents
Yes 33
No 11
Can’t Say 6
CHART :
INTERPRETATION:
The question was designed in order to know the perception of the
customers about the demonetizaton whether it would affect the buying behavior
in negative way or not. While going through the research we came to know that
maximum of the respondents i.e. 33 were saying that it may affect the buying
behavior while 11 respondents don’t think that demonetization would affect the
buying behavior.
It is obvious to say that during the demonetization there were shortage of
the supply of currency which were available in limited amount that affected the
buying behavior a lot since the customers purchased only those products that
were essential and vital to them.
0
5
10
15
20
25
30
35
Yes No Can't say
Has demonetisation affected buying behavior
33
11
6

71
LIMITATION OF THE STUDY
We tried our best in collecting the relevant information for our research
report, yet there were always some problems faced by us during the research.
The major difficulties which were faced in collection of information are discussed
as below:
 The data samples that were collected don’t represent the behavior of the
entire population.
 The time period for carrying out the research was short as a result of
which many facts have been unexplored during the research.
 There was lack of time and lack of other resources as it was not possible
to conduct research at a large level. The lack of manpower, budget, and
many more are the main issues that cause the project research to be in
the limitation.
 While going through the research and collection of data many
respondents were unwilling to answer the questions since they were
having a feeling of wastage of time for them.
 The reliability of research always depends upon the responses of
respondents that how sincerely they have given the answer.
 It is very difficult to measure buying behavior and perception by means
of mathematical calculations.
 This research was done in Mathura region only hence this conclusion is
valid only in this region.
 It was assumed that respondents have the knowledge of the choice.

73
FINDINGS
 Generally youth and women’s are the main customers at Big Bazaar.
 Electronic media has great impact on customers they are getting aware
about new products and related offers.
 Due to the availability of all products under one roof and near by their
house help customers to shop weekly and shop fresh every time.
 Groceries are the main items purchased by the customers and they are
aware about Big Bazaar brands and mostly are satisfied with them.
 All the customers want their time should not waste after shopping, number
of cashiers along with the cash counters should be increased, waiting
process management should be made more good and effective.
 While going through the research myself many times felt that the
salespersonnel were not interested in the customers i.e. most of time they
were seen missing out from their department and often used to be called
on request.
 Consumers in Mathura region are not well exposed to the hyper and
supermarket.

74
 Discounts and festivals affects in impulse buying behavior of customers of
this region.
 Consumers are very much quality and quantity conscious, so more than
50% prefers buying branded products in the Big Bazaar.
 Majority of the customers who were interacted with were regular
customers of Big Bazaar, who mainly buys grocery and food items from the
Big Bazaar.
 Direct marketing, Words of mouth, Leaflets etc. are the few marketing
communication tools used in the region of Mathura.
 There is the need of Metal Detector Machine for the purpose of
maintaining security and safety of the customers and the Big Bazaar.
 Me at twice were decepted with the MRP of the products and services.
Since offer price and the system price of the products were different in my
case of shopping.
 From the research we can conclude that most of the customers of the Big
Bazaar were of the middle and higher class families.

75
 Quality of product is as important factor for any business as blood for
human life & the finding shows that most of the consumers are satisfied by
the quality aspect of Big Bazaar.
 Results show that security measures of Big Bazaar are also in a good
position, which make mind of consumers free of tension & they can do
their shopping easily & more comfortably.

77
CONCLUSIONS
 The report reveals that there is large scope for the growth of organized
retailing and improvement of Big Bazaar store in Mathura region.
 Indian retail Industry has metamorphosed from kirana to big space super
markets whereas small super market is being acquired by the large one.
 The organized retailing is mostly seen in the urban areas due to more
disposable income of this population.
 As Government is continuing its plan to liberalize FDI in the retail sector in
India, foreign companies like Wal-Mart are waiting on the threshold.
 Malls have mushroomed in various locations and they become the centre
of entertainment for the new generation.
 A very large no. of customers are willing to use/ get home delivery services
in future, if Big Bazaar provides to its consumers.
 With the changing lifestyle, modernization and westernization there exists
a huge scope for the growth of Big Bazaar store and is therefore a threat to
unorganized retailing.
 Big Bazaar store are able to provide almost all categories of items related to
food, health, beauty products, clothing & footwear, durable goods so it

78
become quite easier for the customers to buy from one shop and hence is a
convenient way of shopping when compared to unorganized retailing.
 Aggressive marketing as the key to increasing the market share in this area,
since the market has a lot of potential both in terms of untapped market
and the area.
 The half of the consumers population of India still lives below the poverty
line so there are the many factors which effect the growth of these kinds of
superstores like purchasing power, buying habits and the life styles of the
people.
 The customer perception is positive about the changing trend most of the
people prefer to shape at superstores and agree that the trends should be
changed from unorganized retailing to organized retailing.
 Big Bazaar has positioned itself in the market as a Discounted Stores.
 Large volume sales always take place in the Big Bazaar.
 It has been emerged as a hub of shopping for middle class people.
 There is a vast growth of Big Bazaar lying as customers demand is
increasing for Big Bazaars.

79
 Grocery and food items are the products which are demanded most by the
customers which is qualitative and quantitative in nature.
 Kirana stores are the biggest competitors of the Big Bazaar.
 Most of the customers of the Big Bazaar are the one who belongs mostly
from the Mathura region.
 Maximum of the customers of the Big Bazaar the people with service class
having the monthly income of 10000-20000.
 People mostly prefer to visit the Big Bazaar on the Monthly basis for
shopping.
 More and more number of offers and schemes must be launched on the
Sunday/Saturday since most customers shop on these days of the week.
 The demonetization situation negatively affected the buying behavior of
the customers since there was scarcity of the liquid money and the cash in
the market along with the public.
 Maximum of the customers were motivated to visit the Big Bazaar because
of the quality and the variety of the products available.
 Maximum no. of customers prefer going to Big Bazaar on the 4 wheelers.

81
RECOMMENDATIONS
As already discussed above, there are certain issues and flaws associated
with the distribution channels of the company so in order to implement it
effectively and efficiently we would like to suggest certain recommendation to
the Big Bazaar as:
a) First of all, Big Bazaar should provide Fun stations, Play station, junk food
stalls etc. to its customers so that they could get a complete shopping
experience of what they actually want.
b) It should start some customers loyalty programs for its regular customers
ie. either by giving discount, lucky draw, gift coupons.
c) The next effort should be to make the investment in improving the interiors
of their respective establishments to make shopping an enjoyable
experience for its customers.
d) The sales executives should be trained properly about how to deal with
customers, displaying of products so that customers can easily locate their
preferred products.
e) Big Bazaar should provide large parking space for its customers so that they
can easily park their vehicles.
f) Big Bazaar should include more of branded products it product category so
as to attract the brand choosy people to come in to Big Bazaar.

82
g) It should make different cash counters for different customers. Cash
counter and credit card payment counter should be placed differently in
order in to reduce the rush and save the customer’s time.
h) The service of the sales person is needed to be improved. Personal care
should be taken by the sales person for the customers so that the
customers feel good.
i) More promotional activities and advertisement must be done in order to
make customers aware about the various offers, discounts and schemes
launched by the company.
j) The number of trial rooms available and the Bazaar is very less as compared
to the number of people coming which results in long queues and waiting
by customers.
k) It should start home delivery services on the order of more than Rs.1000.
l) It should provide more hygienic and attractive environment and ambience
to its customers.

84
BIBLIOGRAPHY
During the research the following sources were used for collecting the
information.
References
a) Philip kotler, Marketing Management ( Pearson education, 12th edition)
b) Naresh Malhotra, Marketing Research (An applied orientation), Research
Design, (Prentice hall of India Pvt. 5TH edition)
c) Berman B and Evans J.R. Retail Management (Pearson education, 10th
edition)
Internet websites
a) Bigbazaar.com
b) Literature review on Bigbazaar.com
c) Retailseminar.in
d) WWW.Futuregroup.com

86
THE STUDY ON BUYING BEHAVIOR OF CUSTOMERS
IN
BIG BAZAAR AT MATHURA REGION
QUESTIONNAIRE
I, Sonu Kumar Sah, the student of MBA final year(1506770089), hereby declare that the questionnaire is solely
prepared for the research work assigned by HIMCS, Farah, Mathura under AKTU guidelines. I will be highly obliged
for your precious time while filling the questionnaire.
Name: ……………………………………………………………
Contact number (optional):…………………………………….
1. Location: a. From Mathura b. Outside Mathura
2. Age in years:
a. 0-25 b. 25-50 c. 50-75 d. 75+
3. Occupation/Profession:
a. Service b. Business c. Student d. Not Applicable (NA)
4. Gender:
a. M b. F
5. Your monthly income :
a. Below 10000 b. 10000-20000 c. 20000-40000
d. 40000-60000 e. More than 60000 f. NA
6. How frequently do you visit big bazaar?
a. Weekly b. Monthly c. Quarterly d. Unplanned basis
e. On special offers
7. How do you reach big bazaar?
a. Hired vehicles (Bus, Auto) b. Two wheeler
c. Four wheeler d. other
8. Do you intend to visit any other retail outlets in Mall other than Big Bazaar?
a. Yes b. No
9. If yes then what are the other retail outlets do you visit in the Mall?
a. Garment Outlet b. Footwear Outlet c. Food Outlet
d. Entertainment and gift outlets e. All of the above
10. Why do you visit the big bazaar?
a. Shopping b. Outing c. Dating d. Both a & b
11. What types of products do you mostly purchase in Big Bazaar?

87
a. Clothes b. Grocery & food items c. Leather items d. Mix of the above
12. How much money do you spend in a visit to Big Bazaar?
a. Below 500 b. 500-1000 c. 1000-1500 d. 1500-2000 e. More than 2000
13. How much time do you spend in a visit?
a. Less than ½ hr. b. upto 1 hr. c. 1 hr. – 2 hrs
d. More than 2 hrs. e. Depending upon the goods to be purchased
14. Which days do you prefer to visit Big Bazaar?
a. Saturday/Sunday b. Weekdays c. As per free time/day d. Only on Wednesday
15. What time do you prefer to visit Big Bazaar?
a. 10am.- 6pm. b. 6pm.- 10pm. c. As per convenience
16. Do you make plan to prepare list of products to be purchased?
a. Yes b. No
17. Do you prefer to prepare list of brand products in advance?
a. Yes b. No
18. In which segments/product line do you pre-decide the brands?
a. Garments b. Jewellery c. Electronic & gadgets d. Grocery e. All of the above
19. How do you make payments?
a. Cash payment b. Credit card c. Debit card
d. As per convenience & situation
20. What motivates you to visit Big Bazaar?
a. Price b. Service c. Convenience d. Product variety and quality
21. How do you rate to the services of the sales personnel?
a. Very good b. Good c. Average d. Poor e. Very poor
22. Do you go to Kirana store in addition?
a. Yes b. No.
23. How do you compare products of kirana store with Big Bazaar?
a. On basis of price b. Service c. Quality and Variety
d. Convenience
24. Do you think demonetization may affect buying behavior in a negative way?
a. Yes b. No c. Can’t say
25. ANY SUGGESTION PLEASE: ……………………………………............................................................................
THANK YOU

ProJecT RePorT On BuYinG behAvioR of CusTomerS In BiG BazAaR

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