PROJECT REPORT

ON

FACTORS AFFECTING IMPULSE BUYING BEHAVIOR IN FMCG SECTOR WITH SPECIAL REFERENCE TO BIG BAZAAR & VISHAL MEGA MART IN CHANDIGARH & AROUND REGION

Submitte t! Pu"#$b Te%&"i%$' U"i(e)*it+ i" t&e ,$)ti$' -u'-i''me"t !- t&e )e.ui)eme"t -!) t&e e/)ee !-

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Submitte t!0 M*1 S&2et$ S&$)m$ H1O1D 3M/t14 A 1 De$" P'$""i"/ & A mi"

Submitte b+0 P$)2i" e) Si"/& R!'' N!05678889 MBA :t& Sem1

U"i(e)*$' I"*titute O- E"/i"ee)i"/ $" Te%&"!'!/+ PUNJABTECHNICALUNIVERSITY; JALANDHAR

TABLE OF CONTENTS

Acknowledgement Preface Declaration List of tables List of Graphs

CHAPTER N!1

CHAPTER NAME

PAGE NO:

Chapter-1 ChapterChapter-#

Introduction !e"iew of literature !esearch $ethodolog% 1&1 !esearch design 1& 'b(ecti"es of the stud% 1&# )cope of the stud% 1&* Data collection 1&+ Limitations

Chapter-* Chapter-+

Anal%sis , Interpretations Conclusion , !ecommendations

 -ibliograph% Anne.ure

AC<NOWLEDGMENT

/his humble endea"or bears the imprint of man% persons who were in one wa% or the other helpful in the completion of m% final pro(ect report& I would like to take this opportunit% to present m% "ote of thanks to m% guides who acted as lighting pillars to enlighten m% wa% through out this pro(ect& /his pro(ect would not ha"e been possible without the kind assistance and guidance of man% people who indeed were helpful0 cooperati"e and kind during the entire course of m% pro(ect& /he acknowledgment would not be complete without e.pressing m% indebtedness to m% facult% guide of this pro(ect MS GAGANDEEP <AUR who guided us in this pro(ect and was the constant source of reference for us and showed full interest at each and e"er% step of our pro(ect&

P$)2i" e) Si"/&

PREFACE

!esearch Pro(ect is the bridge for a student that takes him from his theoretical knowledge world to practical industr% world& /he main purpose of it is to e.pose for industrial and business en"ironment0 which cannot be possible in the classroom&
/he ad"antages of this sort of integration0 which promotes guided to corporate culture0 functional0 social and norms along with formal teaching are numerous& Pro(ect !eport is business organi1ation

in fuse among student a sense of critical anal%sis of the real managerial situation to which the% are e.posed& /his gins them an opportunit% to appl% their conceptual theoretical , imaginati"e skills in a real life situations and to e"aluate the results there of& -IG -A2AA! is a name renowned name in !etail& -IG -A2AA! is now a brand image in pri"ate retail sector& 3hile m% two month pro(ect0 I was at -IG -A2AA! to find potential of -IG -A2AA! on the presence of other retail )tores& Practical training through e.perts of -IG -A2AA! ga"e me actual input to fulfill m% real aim& /his report is the written account of what I learnt e.perienced during m% training& I wish those going through it will not onl% find it real but also get useful information&

DECLARATION

I Parwinder )ingh !oll no& 1 4+++5 do hereb% declare that !esearch !eport 6I$P7L)8 -79I:G -8;A<I'7!= )ubmitted to Pun(ab /echnical 7ni"ersit%0 in partial fulfilment of $&-&A& Is the result of m% own work& I ha"e not submitted this pro(ect report to an% other uni"ersit% for the award of degree&

Submitte T! M* S&2et$ S&$)m$ HOD 3M$"$/eme"t4

Submitte B+ P$)2i" e) Si"/& R!''1 N!>5678889 MBA :t& SEM

LIST OF TABLE

S1 N!1

T$b'e

P$/e N!1 69 6@ A5 AA A8 A7 A@ :5 :A :8 :7 :@

5 6 A : 8 B 7 9 @ 5C 55 56

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LIST OF GRAPH

S1 N!1

GRAPH NAME

P$/e N!1 AC

5 6

C!m,$"+?* Te'e(i*i!" !2e E--e%ti(e"e** !- 'i(e em!"*t)$te

A6

A : 8 B 7 9 @ 5C 55

Cu*t!me) E u%$ti!" M!*t *uit$b'e me i$ Gi-t !--e)e b+ ($)i!u* %!m,$"ie* S$'e* ,)!m!ti!" t!!'* P!i"t !- ,u)%&$*e C!m,$"ie* t)$ e *&!2 $" -$i) C!m,$"ie* %)!** ,)!m!ti!" Le(e' !- *$ti*-$%ti!" Re$*!" -!) *$ti*-$%ti!"

A: AB A9 :C :6 :: :B :9 8C

CHAPTER>5 INTRODUCTION

INTRODUCTION0
6!etailing includes all acti"ities in"ol"ed in selling goods or ser"ices directl% to final consumers for personal0 non-business use& A retailer or retail store is an% business enterprise whose sales "olume comes primaril% from retailing&= !etail is India>s largest industr%0 accounting for o"er 1? per cent of the countr%>s GDP and around eight per cent of the emplo%ment& !etail industr% in India is at the crossroads& It has emerged as one of the most d%namic and fast paced industries with se"eral pla%ers entering the market& India retail industr% is the largest industr% in India0 with an emplo%ment of around 5@ and contributing to o"er 1?@ of the countr%>s GDP& !etail industr% in India is e.pected to rise +@ %earl% being dri"en b% strong income growth0 changing lifest%les0 and fa"orable demographic patterns& It is e.pected that b% ?1A modern retail industr% in India will be worth 7)B 14+- ?? billion& A further increase of 4-5@ is e.pected in the industr% of retail in India b% growth in consumerism in urban areas0 rising incomes0 and a steep rise in rural consumption& It has further been predicted that the retailing industr% in India will amount to 7)B 1&+ billion b% ?1 from the current si1e of 7)B 4&+ billion& )hopping in India ha"e witnessed a re"olution with the change in the consumer bu%ing beha"ior and the whole format of shopping also altering& Industr% of retail in India which ha"e become modern can be seen from the fact that there are multi- stored malls0 huge shopping centers0 and sprawling comple.es which offer food0 shopping0 and entertainment all under the same roof& India retail industr% is e.panding itself most aggressi"el%0 as a result a great demand for real estate is being created& Indian retailers preferred means of e.pansion is to e.pand to other regions and to increase the number of their outlets in a cit%& It is e.pected that b% ?1 0 India ma% ha"e A?? new shopping centers& In the Indian retailing industr%0 food is the most dominating sector and is growing at a rate of C@ annuall%& /he branded food industr% is tr%ing to enter the India retail industr% and con"ert Indian consumers to branded food& )ince at present A?@ of the Indian grocer% basket consists of non- branded items&

India retail industr% is progressing well and for this to continue retailers as well as the Indian go"ernment will ha"e to make a combined effort& /he presence of 1+million kirana stores brings into light the "er% fact that the Indian retail industr% is highl% fragmentedD unorgani1ed& !etailing in India is graduall% inching its wa% toward becoming the ne.t boom industr%0 organi1ed retailing in particular& /he whole concept of shopping has altered in terms of format and consumer bu%ing beha"ior0 ushering in a re"olution in shopping in India& $odern retail has entered India as seen in sprawling shopping centers0 multi-storied malls and huge comple.es offer shopping0 entertainment and food all under one roof& /he share of retail trade in the countr%>s gross domestic product EGDPF was between 5G1? per cent in ?1#& It is currentl% around 1 per cent0 and is likel% to reach per cent b% ?1#&

Commercial real estate ser"ices compan%0 C- !ichard 8llis> findings state that India>s retail market is currentl% "alued at 7)B +11 billion0 and is poised to grow to 7)B 5## billion b% ?1#& /he report further stated that organised retail that currentl% accounts for less than + per cent of the total retail market is e.pected to register a compound annual growth rate ECAG!F of *? per cent and swell to 7)B 1?4 billion b% ?1#& A report b% global consultanc% firm0 A/ Hearne% said I/he consumer spending in India has increased b% an impressi"e 4+ per cent in the last four %ears and will Juadruple in the ne.t ? %ears&I $oreo"er0 India recentl% topped the :ielsen Global Consumer Confidence stud%0 conducted b% :ielsen0 a market research compan%& /he biannual report re"ealed that Indians are Ithe most optimistic lot globall% who think that their countr% will be out of the economic recession in the ne.t twel"e months&I According to the recent report b% $cHinse% , Compan% titled >/he Great Indian -a1aar0 'rgani1ed !etail Comes of Age in India>0 India>s o"erall retail sector is likel% to grow to 7)B *+? billion b% ?1+& Another $cHinse% report >/he rise of Indian Consumer $arket>0 estimates that the Indian consumer market is likel% to grow four times b% ? +&

In a (oint stud% recentl% conducted b% A))'C;A$ and HP$G0 the following findings were re"ealed:

/he total retail market si1e in India in ?1 was estimated at 7)B #+# billion& /he annual growth of the retail market in India is e.pected to be around 5 per cent& /he total retail market si1e in India is likel% to touch 7)B *1A billion b% ?1?& /he present share of organi1ed retail sector is estimated at 4 per cent& /he estimated annual growth of organi1ed retail sector is *? per cent& /he si1e of organi1ed retail sector b% ?1# is estimated to reach 7)B +1 billion& /he estimated share of organi1ed retail in total retail b% ?1# is 1 per cent& /he in"estment into modern retailing formats o"er the coming *-+ %ears is e.pected to be around 7)B +-#? billion&

/he great Indian consumer market is still going strong& /he 8/IG anal%sis carried out b% the 8conomic /imes re"ealed that most mass consumer goods and ser"ice in India were not much affected b% the global economic slowdown& Despite the inflation e.perienced during the period0 the second-Juarter results of leading 4? consumer-related firms re"ealed that their aggregate re"enues increased b% 5&+ per cent during the )eptember ?1# Juarter o"er the same period in ?1#& 8"en though this was a tad lower than the C per cent growth posted during the first Juarter of ?1 -1#0 it was a lot higher than the 4 per cent registered during the pre"ious three Juarters for these firms& G)!2t& C!"ti"ue* A,$%e Despite the global economic slowdown0 Indian retailers are still optimistic about the India growth stor%& )peaking on the issue0 $r& /arun Koshi0 C8' and $D of -randhouse !etails said 6Lashion retail has not been impacted in a big wa%& :ot e"en ?&+ per cent of the working population has been hit in India&= 6/he Indian econom% is more stable than other economies

across the world and one must not confuse India with the rest of the world=0 reiterated $r& )andeep Hulhalli0 <-P0 !etail and $arketing0 /anishJ& 3ith the #?-*? per cent drop in retail rentals0 Indian retailers are a happ% lot& In fact0 retailers are also foreseeing further drops in rentals in ?1# and the% are optimistic about their e.pansion plans for this %ear& !etailers such as )pencer>s !etail0 Luture Group0 )hoppers )top0 3estside0 3ills Lifest%le0 -ata India0 and !a%mond0 ha"e plent% of e.pansion plans for ?1#&

/he Luture Group will focus on launching pri"ate labels with high profit margins in segments like toothpaste0 shampoo0 and butter amongst others& According to Hishore -i%ani0 $D and C8' of the Luture Group0 IAnother thrust area will be entering into new segments like rural retail and telecom products distribution& /hrough >Aadhar> we can ramp up rural retail0 which is outside the ? per cent of the population we ha"e been targeting so far&I

Aggressi"e marketing efforts b% leading retailers are on& /anishJ is planning a marketing effort for plain gold along with the 3orld Gold Council during the last Juarter of ?1 1#& )imilarl%0 -randhouse !etails is planning a (oint "enture with a 8uropean pri"ate apparel label for the ne.t financial %ear0 along with the introduction of a few more international brands&

In 3est -engal0 leading retailers like the Luture Group and )pencer>s !etail0 are e.panding and upgrading their present stores in ?1#& 'thers like 3ills Lifest%le0 /urtle Ltd0 and -isk Larm0 are planning to set up new stores0 particularl% in the suburbs&

Auto compan% $ahindra , $ahindra E$,$F has made a Juiet fora% into the retail sector with the soft launch of its specialt% format $om , $e to sell infant care and maternit% products& /he compan% has launched two outlets in Ludhiana and Ahmedabad&

India has one of the largest number of retail outlets in the world& A report b% Images !etail estimates the number of operational malls to grow more than two-fold0 to cross *1 0 with ?+

million sJuare feet b% ?1#0 and a further 41+ malls to be added b% ?1+0 with ma(or retail de"elopments e"en in tier-II and tier-III cities in India& 8"en as the organi1ed retail market is starting to take off0 there is an associated surge in branded discount outlets in India& /op realtors and local retail chains are de"eloping malls in regional boroughs0 specificall% to sell premium branded goods& Ru)$' Ret$i' Led b% the rising purchasing power0 changing consumption patterns0 increased access to information and communication technolog% and impro"ing infrastructure0 the rural retail market is estimated to cross 7)B *+&# billion mark b% ?1# and 7)B A?&*# billion b% ?1+0 according to a stud% b% Confederation of Indian Industr% ECIIF and 98) -ank& As per the :ational Council of Applied 8conomic !esearch E:CA8!F reports0 there are 4 ? million consumers across A0 40??? "illages in rural India& According to a reportMIndia !etail !eport ?1#M b% Images L! !esearch0 IIndia>s rural markets offer a sea of opportunit% for the retail sector& /he urban-retail split in consumer spending stands at C:110 with rural India accounting for ++ per cent of pri"ate retail consumption&I !ural India accounted for almost half of the Indian retail market0 which was worth about 7)B 4#&A* billion in )eptember ?1#& 3ith most of the retail markets getting saturated in tier-I and tier-II cities0 the ne.t phase of growth is likel% to be seen in the rural markets& $a(or domestic retailers like A< -irla0 I/C0 Godre(0 !eliance and man% others ha"e alread% set up farm linkages& ;ari%ali Hisan -a1aars EDC$F and Aadhars EPantaloon-Godre( K<F0 Choupal )agars EI/CF0 Hisan )ansars E/ataF0 !eliance Lresh0 and :a%a 9ug -a1aar0 are established rural retail hubs& !etail giants like !eliance0 )pencer>s and )ubhiksha are also e.panding in semiurban and rural areas& LuDu)+ Ret$i'

-% the ne.t four to fi"e %ears0 India is e.pected to become a manufacturing hub for global lu.ur% brands0 according to a LICCI-9es -ank report on lu.ur% brands& /he report states that India has the most rapidl% growing high-net worth indi"iduals E;:IF population in the world0 and the income le"el of consumers is e.pected to grow three times b% ? +& /he acti"e age group E +G*+ %earsF is likel% to rise to a third of the population& /he report further states that the manufacturing business of lu.ur% items in India can cross 7)B +?? million with global brands like Louis <uitton and Lrette looking at India as a manufacturing base& According to a sur"e% done b% A/ Hearne%0 the Indian lu.ur% retail market is estimated to touch 7)B #? billion b% ?1+& 8stimated to be the 1 th largest in the world0 it has been growing at the rate of + per cent per annum& Ret$i' F)$"%&i*i"/ Along with e-tailing0 another perceptible trend in the growth of organised retail market has been the concept of retail franchising& According to industr% estimates0 retail franchising has been growing at the rate of A? per cent in the last three %ears and is set to grow two-fold in the ne.t fi"e %ears& And with immense potential seen in this segment0 the 7)B * billion-franchising industr% is likel% to see an almost two-fold rise in the number of franchisees Efrom ?& millionF b% ?1?& I""!($ti(e Ret$i' C!"%e,t* 3ith the entr% of new pla%ers and the market becoming increasingl% competiti"e0 retail pla%ers are using inno"ati"e retail concepts to attract consumers& 3ith reduced commodit% prices and the recent e.cise dut% cuts0 input costs ha"e come down b% around +-#? per cent in se"eral categories& )ubseJuentl%0 man% "alue retailers ha"e brought down prices b% o"er 1+ per cent for "arious product categories to encourage greater consumption& /he% are also stepping up their bargains and discount offers& !etailers like -ig -a1aar0 D>$art0 )pencer>s and Lood -a1aar0 among other retailers0 ha"e begun slashing prices in

product categories like apparel0 home products0 and foods Epri"ate labelsF& In fact0 modern retailers are now also selling pri"ate labels with consumers looking out for cheaper brands& !etail companies are also de"eloping and promoting their in-house brands& /he Luture Group will be targeting profits worth 7)B &?+ billion from its in-house brands in L$CG0 household consumer durable and electronics and apparel categories b% ?1 & After the good performance of its in-house consumer brands such as /ast% /reat0 Lresh , Pure0 DK,C0 Horeo0 the compan% now wants to e.tend it to additional categories like health , beaut%0 dair%0 apparel0 and accessories& Lurthermore0 -ig -a1aar0 the h%permarket chain of Luture Group0 is introducing Customer Ad"isor% -oards ECA-sF as a measure for recei"ing "aluable customer feedback& 3ith the 7)B A&#1 billion pharma retailing becoming progressi"el% more organised0 pla%ers are now looking at newer formats to attract more people to their stores& Pharmac% chains like $edPlus and Goodlife ha"e started pro"iding health check-ups0 diagnostic ser"ices0 dental care and medical counselling to its patients0 besides selling pharma and wellness products& Goodlife is t%ing up with the retail ma(or0 Luture group0 to set up these con"enience clinics at malls and in the high streets& $edPlus operates 1+ such integrated clinics0 and is planning to open at least +? such clinics b% $arch ?1#& Inno"ati"e concepts in recreational retail are pulling people to malls0 and big retail set-ups account for a small but rapidl% growing part of a multi-million dollar industr%& /here are a "ariet% of concepts like made-to-order potter%-painting0 portrait-making0 creating toons or casting gold and sil"er impressions that ha"e proliferated in malls or e.ist as standalone "entures& In fact0 a whole new concept of customised0 leisure retail has opened up for the Indian consumer SWOT A"$'+*i*0 St)e"/t&*0

1& !etailing is a ETe%&"!'!/+>i"te"*i(eE industr%& It is technolog% that will help the organi1ed retailers to score o"er the unorgani1ed retailers& )uccessful organi1ed retailers toda% work closel% with their "endors to predict consumer demand0 shorten lead times0 reduce in"entor% holding and ultimatel% sa"e cost& 8.ample: 3al-$art pioneered the concept of building competiti"e ad"antage through Di*t)ibuti!" & I"-!)m$ti!" *+*tem* in the retailing industr%& /he% introduced two inno"ati"e logistics techniJues G cross-docking and 8DI Eelectronic data interchangeF & 'n an a"erage a super market stocks up to +??? )H7>s against a few hundred stocked with an a"erage unorgani1ed retailer& /his will pro"ide "ariet% in products EreJuired breadth , depth for consumersF #& As a conseJuence of high "olumes0 procurement will be direct from the $anufacturer& ;ence0 merchandise can be offered at lower costs& We$F"e**e*0 51 Le** C!"(e)*i!" 'e(e': Despite high footfalls0 the con"ersion ratio has been "er% low in the retail outlets in a mall as compared to the standalone counter parts& It is seen that actual con"ersions of footfall into sales for a mall outlet is appro.imatel% ?- +@& 'n the other hand0 a high street store of retail chain has an a"erage con"ersion of about +?-A?@& As a result0 a stand-alone store has a !'I Ereturn on in"estmentF of +-#?@N in contrast the retail ma(ors are e.periencing a !'I of 5-1?@ 61 Cu*t!me) L!+$'t+: !etail chains are %et to settle down with the proper merchandise mi. for the mall outlets& )ince the stand-alone outlets were established long time back0 so the% ha"e stabili1ed in terms of footfalls , merchandise mi. and thus ha"e a higher customer lo%alt% base& O,,!)tu"itie*0 1& /he Indian middle class is alread% #? Crore , is pro(ected to grow to o"er A? Crore b% ?1# making India one of the largest consumer markets of the world& /he IMAGES><SA pro(ections

indicate that b% ?1+0 India will ha"e o"er 88 C)!)e ,e!,'e u" e) t&e $/e !- 6C - reflecting the enormous opportunities possible in the Fi * $" tee"* )et$i'i"/ *e/me"t& & 'rgani1ed retail is onl% #@ of the total retailing market in India& It is estimated to grow at the rate of +-#?@ p&a& and reach I:! 10??0??? Crore b% ?1#& A1 Pe)%!'$ti"/ !2" : In India it has been found out that the top A cities contribute for AA@ of total organi1ed retailing& 3hile the metros ha"e alread% been e.ploited0 the focus has now been shifted towards the tier-II cities& /he >retail boom>0 5+@ of which has so far been concentrated in the metros is beginning to percolate down to these smaller cities and towns& /he contribution of these tier-II cities to total organi1ed retailing sales is e.pected to grow to ?- +@& :1 Ru)$' Ret$i'i"/0 India>s huge rural population has caught the e%e of the retailers looking for new areas of growth& I/C launched India>s first rural mall IChaupal )agaI offering a di"erse range of products from L$CG to electronic goods to automobiles0 attempting to pro"ide farmers a one-stop destination for all their needs&I ;ari%ali -a1arI is started b% DC$ )riram group which pro"ides farm related inputs , ser"ices& /he Godre( group has launched the concept of >agri-stores> named IAdhaarI which offers agricultural products such as fertili1ers , animal feed along with the reJuired knowledge for effecti"e use of the same to the farmers& Pepsi on the other hand is e.perimenting with the farmers of Pun(ab for growing the right Jualit% of tomato for its tomato purees , pastes& T&)e$t*0 1& If the unorgani1ed retailers are put together0 the% are parallel to a large supermarket with no or little o"erheads0 high degree of fle.ibilit% in merchandise0 displa%0 prices and turno"er& 1 S&!,,i"/ Cu'tu)e: )hopping culture has not de"eloped in India as %et& 8"en now malls are (ust a place to hang around with famil% and friends and largel% confined to windowshopping&

#& Cultural <ariation leads to "ariation in merchandise in India at different geographical locations& C&$''e"/e* i" Ret$i'0 /he following are the ke% areas that ma% pose a threat to those retail companies that ignore the impacts of gi"ing less importance to manage their demand and suppl%: Lorecasting and In"entor% $anagement for KI/ replenishments of products& Peak )eason Demand ;andling& 'rder $anagement in case of retailers with multiple outlets& 3arehouse $anagement in case of multiple outlets& Introducing new products& ;andling "ariet% of items& Futu)e T)e" 0 S%!,e !- 6:&) )et$i'i"/ /he concept of *hr& retailing in India has been present onl% in "er% limited formats like the pharmaceuticals EApolloF and fuel retail outlets E;&P0 !eliance etc&F and the other retail formats used to operate onl% till the earl% hours of the night& -ut because of the changing lifest%les and the bu%ing habits of the consumers the retailers ha"e been e.tending their operating hours till late nights& $ost of the Indian retail formats though capable of operating their formats round the clock do not choose to do so because of the non feasibilit% of the idea at present taking in con(unction the customersO readiness& Lor instance if an% of the h%per market or supermarket is functioning during the night the retailer has to bear the e.tra costs of electricit%0 labor and maintenance if the number of footfalls are less "er% low during the late nights which otherwise would be profitable to him& An%wa%s0 the shopping time of the consumer is considerabl% increasing& $oreo"er0 in India most of the retailing is all

about food and groceries& It might not be a rational prediction that all the consumers will step into the retail outlet at midnights to bu% food and groceries& /his problem can be o"ercome b% implementing the idea in places which ha"e a floating population e"en during the nights like railwa% stations and bus stations& ;owe"er with the upcoming culture of malls and the changing lifest%les of the people one can design a small part of the store or a mall for a new *D4 retail format which consists of the essential products like medicines0 fruits and "egetables0 groceries and some other L$CG products and test market it& 'nce if the sales start showing some consistent positi"e figures and if the crowd increases then the store can come in a bigger wa% to reach out to their customers& /he other option for tr%ing the concept of *hr retailing is that the retailer can ha"e a mobile outlet which can place itself in the areas which ha"e substantial night traffic for the sales to happen& And once the people are to the *hr shopping then the retail plans can be altered accordingl%&

FMCG SECTOR: 3e regularl% talk about things like butter0 potato chips0 toothpastes0 ra1ors0 household care products0 packaged food and be"erages0 etc& -ut do we know under which categor% these things comeP /he% are called L$CGs& L$CG is an acron%m for turno"er and are relati"el% cheaper& Last $o"ing Consumer Goods EL$CGF goods are popularl% named as consumer packaged goods& Items in this categor% include all consumables Eother than groceriesDpulsesF people bu% at regular inter"als& /he most common in the list are toilet soaps0 detergents0 shampoos0 toothpaste0 sha"ing products0 shoe polish0 packaged foodstuff0 household accessories and e.tends to certain electronic goods& /hese items are meant for dail% of freJuent consumption and ha"e a high return& A ma(or portion of the monthl% budget of each household is reser"ed for L$CG products& /he "olume of mone% circulated in the econom% against L$CG products is
Fast Moving Consumer Goods0

which

refer to things that we bu% from local supermarkets on dail% basis0 the things that ha"e high

"er% high0 as the number of products the consumer use is "er% high& Competition in the L$CG sector is "er% high resulting in high pressure on margins& L$CG companies maintain intense distribution network& Companies spend a large portion of their budget on maintaining distribution networks& :ew entrants who wish to bring their products in the national le"el need to in"est huge sums of mone% on promoting brands& $anufacturing can be outsourced& A recent phenomenon in the sector was entr% of multinationals and cheaper imports& Also the market is more pressuri1ed with presence of local pla%ers in rural areas and state brands& SCOPE OF THE SECTOR0 /he Indian L$CG sector with a market si1e of 7)B1#&1 billion is the fourth largest sector in the econom%& A well-established distribution network0 intense competition between the organi1ed and unorgani1ed segments characteri1e the sector& L$CG )ector is e.pected to grow b% o"er A?@ b% ?1?& /hat will translate into an annual growth of 1?@ o"er a +-%ear period& It has been estimated that L$CG sector will rise from around !s +A0+?? crores in ??+ to !s C 01?? crores in ?1#& ;air care0 household care0 male grooming0 female h%giene0 and the chocolates and confectioner% categories are estimated to be the fastest growing segments0 sa%s an ;)-C report& /hough the sector witnessed a slower growth in ?1 - ?1#0 it has been able to make a fine reco"er% since then& Lor e.ample0 ;industan Le"ers Limited E;LLF has shown a health% growth in the last Juarter& An estimated double-digit growth o"er the ne.t few %ears shows that the good times are likel% to continue& 3ith the presence of 1 & @ of the world population in the "illages of India0 the Indian rural L$CG market is something no one can o"erlook& Increased focus on farm sector will boost rural incomes0 hence pro"iding better growth prospects to the L$CG companies& -etter infrastructure facilities will impro"e their suppl% chain& L$CG sector is also likel% to benefit from growing demand in the market& -ecause of the low per capita consumption for almost all the products in the countr%0 L$CG companies ha"e immense possibilities for growth& And if the companies are able to change the mindset of the consumers0 i&e& if the% are able to take the consumers to branded products and offer new generation products0 the% would be able to

generate higher growth in the near future& ;owe"er0 the demand in urban areas would be the ke% growth dri"er o"er the long term& Also0 increase in the urban population0 along with increase in income le"els and the a"ailabilit% of new categories0 would help the urban areas maintain their position in terms of consumption& At present0 urban India accounts for AA@ of total L$CG consumption0 with rural India accounting for the remaining #*@& ;owe"er0 rural India accounts for more than *?@ consumption in ma(or L$CG categories such as personal care0 fabric care0 and hot be"erages& In urban areas0 home and personal care categor%0 including skin care0 household care and feminine h%giene0 will keep growing at relati"el% attracti"e rates& 3ithin the foods segment0 it is estimated that processed foods0 baker%0 and dair% are long-term growth categories in both rural and urban areas&

MAR<ET POTENTIALITY OF FMCG INDUSTRY )ome of the merits of L$CG industr%0 which made this industr% as a potential one are low operational cost0 strong distribution networks0 presence of renowned L$CG companies& Population growth is another factor which is responsible behind the success of this industr%

TOP 5C PLAYERS IN FMCG INDUSTRY T$b'e 5151 S1 NO1 C!m,$"ie* 1& & ;industan 7nile"er Ltd& I/C EIndian /obacco Compan%F

#& *& +& A& 4& 5 C& 1?&

:estlQ India GC$$L EA$7LF Dabur India Asian Paints EIndiaF Cadbur% India -ritannia Industries Procter , Gamble ;%giene and ;ealth Care $arico Industries

INDIAN COMPETITIVENESS AND COMPARISON WITH THE WORLD MAR<ETS0 /he following factors make India a competiti"e pla%er in L$CG sector: 1& A<AILA-ILI/9 'L !A3 $A/8!IAL: -ecause of the di"erse agro-climatic conditions in India0 there is a large raw material base suitable for food processing industries& India is the largest producer of li"estock0 milk0 sugarcane0 coconut0 spices and cashew and is the second largest producer of rice0 wheat and fruits ,"egetables& India also produces caustic soda and soda ash0 which are reJuired for the production of soaps and detergents& /he a"ailabilit% of these raw materials gi"es India the location ad"antage& & LA-'7! C')/ C'$PA!I)':: Fi/ 5151

Low cost labor gi"es India a competiti"e ad"antage& India>s labor cost is amongst the lowest in the world0 after China , Indonesia& Low labor costs gi"e the ad"antage of low cost of production& $an% $:C>s ha"e established their plants in India to outsource for domestic and e.port markets&

IMPULSE BUYING0
Impulsi"e purchasing0 generall% defined as a consumerOs unplanned purchase which is an important part of bu%er beha"ior& It accounts for as much as A @ of supermarket sales and 5?@ of all sales in certain product categories& /hough impulsi"e purchasing has attracted attention in consumer research0 unfortunatel% there is a dearth of research on group-le"el determinants& $arketers and retailers tend to e.ploit these impulses which are tied to the basic want for instant gratification& Lor e.ample0 a shopper in a supermarket might not specificall% be shopping for confectionar%& ;owe"er0 cand%0 gum0 mints and chocolate are prominentl% displa%ed at the checkout aisles to trigger impulse bu%ers to bu% what the% might not ha"e otherwise considered& Alternati"el%0 impulse bu%ing can occur when a potential consumer spots something related to a

product that stirs a particular passion in them0 such as seeing a certain countr%>s flag on the co"er of a certain D<D& )ale items are displa%ed in much the same fashion& Impulse bu%ing can also e.tend to so-called Ibig ticketI items such as automobiles and home appliances& Automobiles in particular are as much an emotional purchase as a rational one& /his in turn leads auto dealers all o"er the world to market their products in a rapid-fire0 almost carni"al-like manner designed to appeal to emotion o"er reason& Impulse bu%ing disrupts the normal decision making models in consumers> brains& /he logical seJuence of the consumers> actions is replaced with an irrational moment of self gratification& Impulse items appeal to the emotional side of consumers& )ome items bought on impulse are not considered functional or necessar% in the consumers> li"es& Pre"enting impulse bu%ing in"ol"es techniJues such as setting budgets before shopping and taking time out before the purchase is made& A stud% published in the Kune ??5 issue of the Kournal of Consumer !esearch suggests that consumers are more susceptible to making impulsi"e purchases for one brand o"er another if the% are distracted while shopping& In the stud%0 Central $ichigan 7ni"ersit% Ps%cholog% professor -r%an Gibson sur"e%ed college students b% measuring their preference for a "ariet% of soft drinks0 including Coke and Pepsi& !esults of Gibson>s stud% found that implicit attitudes0 or those that people ma% not be conscious of and able to "erball% e.press0 predicted product choice onl% when participants were presented with a cogniti"e task0 suggesting that implicit product attitudes ma% pla% a greater role in product choice when the consumer is distracted or making an impulse purchase& /here was a stud% conducted b% 6)ales , Customer )er"ice Department= of 6/e.as Agricultural 8.tension )er"ice /e.as A,$ 7ni"ersit% )%stem College )tation0 /e.as=& According to this stud% the researchers find the tips to increase the impulsi"e sales of the flowers& /he findings of the stud% were: Ti,* -!) B!!*ti"/ Im,u'*e S$'e*0 Creating "ariet% in the department with freJuent changes of displa% and mo"ement of regularl% sold merchandise also entices customers& !ecogni1ing items that t%picall% make a minimal contribution to sales and replacing them with items that create Isales appealI increases the

likelihood of impulse sales& Displa%s that tie in with a national slogan or storewide theme generate interest0 as do displa%s that highlight special products and ser"ices& RS/ip 1: use color to create original0 e%e-catching displa%s& RS/ip : use themes to create interest in unusual products and renew interest in e"er%da% items& RS/ip #: keep undecorated plants a"ailable to attract consumers who are bu%ing for themsel"es& RS/ip *: create displa%s that emphasi1e special products or ser"ices& RS/ip +: change stock and displa%s often so consumers are drawn into the department each week& RS/ip A: be fle.ible enough to change an item or arrangement that isnTt selling& RS/ip 4: ha"e a person on hand to pro"ide information and assistance at all times& R /ip 5: create a friendl%0 comfortable atmosphere with accessible displa%s that encourage browsing& RS/ip C: offer onl% Jualit% plants and floral arrangements& RS/ip 1?: situate the department so that customers know where it is and can see it from most areas of the store& /his research suggests that the presence of other persons in a purchasing situation is likel% to ha"e a normati"e influence on the decision to make a purchase& /he nature of this influence0 howe"er0 depends on both perceptions of the normati"e e.pectations of the indi"iduals who e.ert the influence and the moti"ation to compl% with these e.pectations& Peers and famil% members0 are the two primar% sources of social influence0 often ha"e different normati"e e.pectations& /hus0 it has been e"aluated two factors that are likel% to affect the moti"ation to conform to social norms: aF /he inherent susceptibilit% to social influence and bF /he structure of the group Group cohesi"eness refers to the e.tent to which a group is attracti"e to its members& /he theor% proposed b% Lishbein and A(1en helps conceptuali1e these effects& /his theor% assumes that

beha"ior is a multiplicati"e function of e.pectations for what others consider to be sociall% desirable and the moti"ation to compl% with these e.pectations&

COMPANY PROFILE0
In the present research paper0 the stud% has been focused on -ig -a1aar and <ishal $ega mart to know the impulse bu%ing beha"ior of the consumers& /he brief profiles of two companies are as follows:

BIG BAZAAR

-ig ba1aar is owned and operated b% Luture -a1aar India Ltd&0 a subsidiar% of Pantaloon !etail EIndiaF Limited& As part of IndiaOs largest retail chain0 it en(o%s the benefits of bu%ing in bulk for the entire group and keeps the margins low0 so that customers get a great range of products at great prices& Pantaloon !etail EIndiaF Limited led b% Hishore -i%ani is the countr%>s largest retailer& It owns and operates multiple retail formats including Pantaloons0 -ig -a1aar0 Lood -a1aar0 Central0 8-2one0 Lashion )tation0 Depot and man% others& Pantaloon !etail was selected as the -est of -est !etailers in Asia b% !etail Asia-Pacific /op +?? maga1ine in ?1#& -ig -a1aar was awarded the C:-C-Awaa1 Consumer Awards in ?1# and the !eaders> Digest Platinum -rand Award ?1#&

VISHAL MEGA MART

THE VISHAL GROUP0 3hat started as a humble one store enterprise in 1C5A in Holkata Eerstwhile0 CalcuttaF is toda% a conglomerate encompassing 59A showrooms in 55C cities D 6: states& IndiaOs first h%per-market has also been opened for the Indian consumer b% <ishal& )ituated in the national capital Delhi this store boasts of the singe largest collection of goods and commodities sold under one roof in India& <ishal $ega mart is IndiaOs first h%per market which is ha"ing 1 A showrooms in 5# cities D ? states& <ishal is one of fastest growing retailing groups in India& Its outlets cater to almost all price ranges& /he showrooms ha"e o"er 4?0??? products range which fulfills all %our household needs0 and can be catered to under one roof& It is co"ering about ?+C C lac sJ& ft& in 15 states across India& 8ach store gi"es %ou international Jualit% goods and prices hard to match& /he group had a turno"er of !s& 1*A#&1 million for fiscal ??A0 under the d%namic leadership of $r& !am Chandra Aggarwal& /he group had of turno"er !s 55*&*# million for fiscal ?1# and !s& A? A&+# million for fiscal ??5& /he <ishal stores offer affordable famil% fashion at prices to suit e"er% pocket& /he groupOs prime focus is on retailing& /he Vi*&$' stores offer affordable famil% fashion at prices to suit e"er% pocket& &Vi*&$' is one of fastest growing retailing groups in India& Its outlets cater to almost all price ranges& /he showrooms ha"e o"er 4?0??? products range which fulfills all %our household needs0 and can be catered to under one roof& It is co"ering about 6@; @C; 5:B *.1 -t1 in 6: states across India& 8ach store gi"es %ou international Jualit% goods and prices hard to match& /he cost benefits that is deri"ed from the large central purchase of goods and ser"ices is passed on to the consumer& /he groupOs philosoph% is integration and towards this end has initiated backward integration in the field of high fashion b% setting up a state of the art manufacturing facilit% to support its retail endea"ors

CHAPTER>6 REVIEW OF LITERARURE

REVIEW OF LITERATURE
GTi)miHi A'i Mu&$mm$ ; Re&m$">U)> <$*&i-; S$i- I.b$' M1= /his paper in"estigates the relationship between independent "ariables which are shopping lifest%le of consumers0 fashion in"ol"ement of consumers0 pre-decision stage and post-decision stage of consumer purchase beha"ior with the attitudinal and beha"ioral aspects of impulse bu%ing beha"ior& /his stud%

attempts to e.plore the association e.ists between the "ariables in"ol"ed0 b% tapping the responses of 1A+ respondents from higher income group in the area of !awalpindi and Islamabad& /he ma(or findings of the stud% demonstrated an o"erall weak association of the set of independent "ariables with the dependent "ariable but0 the in-depth anal%sis found that predecision stage of consumer purchase beha"ior is the onl% "ariable that resulted into strong association with the impulse bu%ing beha"ior& ItOs true that %oung people more often get attracted to products displa%ed on store shel"es and has greater tendenc% of impulse bu%ing beha"ior but results of this paper showed no association of impulse bu%ing in higher income group of %oung people ha"ing pre"alent impulse bu%ing tendencies& /his stud% reported new e"idences in the field of impulse bu%ing beha"ior of consumers pertaining to the local markets of the twin citiesof Pakistan& GC&e"/ Hu$>C&i"/0 C&$"/ H*ie&>Iu$"= /his stud% proposes a social influence perspecti"e to compare the consumersO impulse bu%ing beha"iors between /aiwan and China& /he social herding impulse bu%ing factors are pursuing fashion0 social norm0 self- identit%0 and consumer e.perience& 3e use binomial and multinomial logistic model to understand how consumers influenced b% social herding factors so that the% became impulse bu%ing beha"ior and estimate the relationship between the freJuenc% of impulse bu%ing and herding factors& /he results are the consumersO impulse bu%ing influenced b% social herding factors both in /aiwan and China& /he consumersO impulse bu%ing in China and /aiwan would be influenced from different social herding factors& 3ith the freJuenc% of purchasing0 consumers would be influenced from different social herding factors& GGutie))eH Be" P$u' B1= /he paper in"estigates factors influencing planned and impulse purchases in si. personal care product categories& /his stud% utili1es a beha"ioral measure0 rather than an attitudinal measure of plannedDimpulse purchase& Data consist of C5 product purchases of +? consumers in urban Philippines& !esults show that product categor%0 purchase freJuenc%0 brand comparison0 and age are significant factors influencing planned and impulse purchases& /here is no relationship found between plannedDimpulse purchases and attitudinal shopping "alues0 surrogates for retail search strategies& Implications for retail management are identified&

G<im Ji+e!"= In this stud% author in"estigates that due to increasing competition and the similarit% of merchandise0 retailers utili1e "isual merchandising to differentiate their offerings from othersO as well as to impro"e the desirabilit% of products& /he purpose of this research is to e.amine the relationship between college studentsO apparel impulse bu%ing beha"iors and "isual merchandising& /he result of the present stud% pro"es that there is a pi"otal relationship between college studentsO impulse bu%ing beha"iors and two t%pe of "isual merchandising practices: instore formDmanneJuin displa% and promotional signage& /his stud% pro"ides information as to wh% "isual merchandising should be considered an important component of a strategic marketing plan in support of sales increase and positi"e storeDcompan% image& /his stud% also pro"ides insights to retailers about t%pes of "isual merchandising that can influence consumersO impulse bu%ing beha"iors& GBue" i%&! P$t)i%i$= /he author identifies that Impulse purchasing has been a focus of marketing research since the si.ties& !esearchers ha"e attempted to e.plain impulse purchasing with the sciences of ps%cholog% and e"en philosoph%& Pre"ious research has failed to come up with a model for such0 perhaps because of the intangibilit% of ps%chological traits of impulsi"it% or the rationalit% in which philosoph% has its roots in& 9et it is a pre"alent phenomenon in the dail% life of the a"erage consumer0 %ou and me& 8mpirical studies ha"e reached no consensus either0 and adding the confusion are the man% definitions if impulse purchasing and man% products of different purposes and prices& /here e.ists no model that ser"es as an effecti"e predictor of an impulse bu%& It seems that the phenomenon of impulse purchasing has managed to e"ade& /his stud% focuses on e.plaining impulsi"e shopping through trends b% testing the "alidit% of h%pothetical relations between socioeconomic factors such as gender0 wealth0 age0 residence0 present compan% and impulse shopping& Uualitati"el%0 this is a case stud% in which we e.plore what people purchase and their personal reasons&Uuantitati"el%0 we set out to find predictors as we e.amine what makes 'rlando shoppers open their wallets on the spot& GM$i Tu+et T&i N/u+e"; <2!" Ju"/; L!eb S$" )$; L$"tH G$)!' = /he author proposes that the econom% transition in <ietnam has created man% changes including the changes in consumer "alues and the retail en"ironment& /his significantl% affects consumer bu%ing beha"iors& Impulse bu%ing is "er% interesting and important consumer beha"ior that has attracted a lot of research effort in the world& /his paper e.amines se"eral factors influencing the impulse bu%ing

beha"ior of urban <ietnamese consumers& A consumer sur"e% was conducted in two ma(or cities of <ietnam: ;anoi and ;o Chi $inh Cit%& /he results support the h%potheses that bu%ing impulsi"eness0 shopping en(o%ment tendenc%0 and le"el of modern-self are positi"el% related to impulse bu%ing& ;owe"er0 the le"el of traditional-self perception is not found to be significantl% related to impulse bu%ing beha"ior& 'ther findings regarding the impact of demographic "ariables are also reported& GR!!F De""i* W10Fi*&e); R!be)t J1= /he author e.amines that although consumer researchers ha"e in"estigated impulse bu%ing for nearl% +? %ears0 almost no research has empiricall% e.amined its normati"e aspects& /his article presents conceptual and empirical e"idence that consumers> normati"e e"aluations Ei&e&0 (udgments about the appropriateness of engaging in impulse bu%ing beha"iorF moderate the relationship between the impulse bu%ing trait and consumers> bu%ing beha"iors& )pecificall%0 the relationship between the bu%ing impulsi"eness trait and realted bu%ing beha"iors is significant onl% when consumers belie"e that acting on impulse is appropriate& /he findings from two studies across student and retail customer samples con"erge and support the h%pothesi1ed moderating role of consumers> normati"e e"aluations& G<!''$t; Wi''et;= defined the first categories of impulse purchases as follows: -rand decidedN categor% decidedN product class decidedN general need recogni1ed Ei&e& need a birthda% giftFN general need not recogni1ed& /he latter has no planning whatsoe"er and is there fore recogni1ed as pure impulse purchasing E-a%le%F& /he phenomenon regained attention in the eighties0 where the e.periential aspect of impulse shopping itself began to be e.plored& 8ngel and -lackwell defined impulse purchasing as 6a bu%ing action undertaken without a problem pre"iousl% ha"ing been recogni1ed or bu%ing intention been formed before entering the store&=E8ngel&F /his is the most widel% accepted definition of impulse shopping&

CHAPTER>A RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

!esearch methodolog% is a wa% to s%stematicall% sol"e the research problem& It ma% be understood as a science of stud%ing how research is done scientificall%& TITLE > Lactors affecting impulse bu%ing beha"ior in L$CG sector with special reference to -ig -a1aar and <ishal $ega mart in Chandigarh , around region& /he research methodolog% was di"ided into two stages which in"ol"e two sources for collecting the data in order to achie"e the ob(ecti"e of pro(ect& 1& Collecting data regarding the potential customers from the e.isting outlets of -ig -a1aar , <ishal $ega mart& & Collecting the primar% data directl% with the customer with the help of the Juestionnaire 3Re-e) A""eDu)e>54 /he research methodolog% was di"ided into two stages which in"ol"e two sources for collecting the data in order to achie"e the ob(ecti"e of pro(ect& 3e ha"e taken into consideration a &+,!t&eti%$' %!"*ume) im,u'*e bu+i"/ be&$(i!) m! e' which has been mentioned in conclusion and findings part&

RESEARCH DESIGN0

A research design is an arrangement of conditions for collection and anal%sis of data in a manner that aims to combine rele"ance to the research purpose with econom% in procedure& A good research design has the characteristics "i1 problem definition0 specific method of data collection and anal%sis0 a research design is purel% and simpl% the frame work or planned for a stud% that guides the collection and anal%sis of data& In this research 8.plorator% research method is adopted& !esearch design is the first and foremost step in methodolog% adopted and undertaking research stud%& It is o"erall plan for the collection and anal%sis of data in the research pro(ect& /hus it is an organi1ed0 s%stematic approach to be the formulation0 implementation and control of research pro(ect& In fact a well planned and well balanced research design guards against collection of irrele"ant data and achie"es the result in the best possible wa%& T+,e* !- )e*e$)%& e*i/"0 1& 8.plorator% research & Descripti"e research #& Causal research Lor this kind of research we will proceed with e.plorator% research& ED,'!)$t!)+ )e*e$)%&0 /he ma(or emphasis in e.plorator% research is on con"erting broad0 "ague problem statements into small0 precise sub-problem statements0 which is done in order to formulate specific h%pothesis& /he h%pothesis is a statement that specifies0 6;ow two or more "ariables are relatedP= 7nder some circumstances is e.plorator% stud% ideal& /o gain an insight into the problem& /o generate new product ideas& /o list all possibilities& Among the se"eral possibilities0 we need to prioriti1e the possibilities which seem likel%&

 /o de"elop h%pothesis occasionall%& /o establish priorities so that further research can be conducted&

In general0 e.plorator% research is appropriate to an% problem about which "er% little is known& /his research is the foundation for an% future stud%& C&$)$%te)i*ti%* !- ED,'!)$t!)+ Re*e$)%&0 8.plorator% research is fle.ible and "er% "ersatile& Lor data collection structured forms are not used& 8.perimentation is not a reJuirement& Cost incurred to conduct stud% is low& /his t%pe of research allows "er% wide e.ploration of "iews& !esearch is interacti"e in capture and also it is open ended& ED,'!)$t!)+ Re*e$)%& Met&! *0 /he Juickest and the cheapest wa% to formulate a h%pothesis in e.plorator% research are b% using an% of the three methods: Literature search 8.perience sur"e% Locus group SAMPLE DESIGN0 A sample design has been defined as a definite plan for obtaining a sample from a gi"en population& In this pro(ect Mu'ti St$/e S$m,'i"/ is used because the total population was too large and due to time constraint it was not practicall% possible to make a list of entire population& At first stage I ha"e di"ided sample area wise and then further di"ided it into income status so that I can get correct and related information&

RSS$m,'i"/ U"it: <ishal $ega mart and -ig -a1aar Customers RSS$m,'i"/ SiHe: 1?? potential customers RSS$m,'i"/ te%&"i.ue: $ultistage sampling RSS$m,'i"/ $)e$: Chandigarh and around region RSC!"t$%t Met&! : Personal Contacts

OBJECTIVES OF STUDY

/o understand and anal%1e "arious factors influencing sales promotion program in retail industr%&

/o know the factors which influence the purchase decision& /o measure the sales promotion effecti"eness in retail Industr%& /o attracts the brand switchers and increases the sales "olume& /o find out the bu%ing beha"ior of the customers coming in to -ig -a1aar& /o determine the current status of -ig -a1aar& /o find out the customers response towards -ig -a1aar& /o stud% the satisfaction le"el of customers in different attributes of -ig -a1aar&

SCOPE OF THE STUDY

/he scope of the stud% gi"es an idea to de"elop the sales promotion acti"ities in retail industr%& It in"ol"es the e"aluation of the present promotional acti"ities& 3ith the help of the stud% we can gi"e suggestion regarding sale promotion and ser"ices offered b% the retail industr%& /he stud% brings an awareness of the sales promotional acti"ities b% ad"ertising in an accepted media& /he success and failure of a compan% is purel% based on customerOs satisfaction& Globali1ation and liberali1ation has opened up high competition among the business sector& In order to retain the customers and also to attract the new customer the compan% has to concentrate more ion ser"ice pro"ided to the customer& It is through ad"iser that the customers are being highl% influenced& It is an important aspect in ensuring customer satisfaction and customer retention& /herefore there arises the need for -IG-A2AA! to find out the customer satisfaction it is this conte.t that the present stud% is undertaken.

DATA COLLECTION0
-oth primar% data and secondar% data ha"e been used for the purpose of data collection&

P)im$)+ $t$0
Primar% data has been collected b% conducting sur"e% with the help of a Juestionnaire& Uuestionnaires were formed as to search the specific "ariable on which ob(ecti"es depends& /he primar% data is collected for the purpose of sol"ing the problem at hand& In this stud% primar% data is collected for the descripti"e research for the accurate description of the "ariables of the problem& /he data is a first hand data collected directl% from the respondents&

Se%!" $)+ $t$ 0

)econdar% data on the other hand are those data which ha"e alread% been collected b% someone else which ha"e alread% been passed through the statistical process& /he first step in data collection approach is to look for secondar% data& )econdar% data is generall% de"eloped and published for some purpose other than for helping to sol"e the problem at hand& In this stud% secondar% data is used for the e.plorator% research and secondar% data includes data collected from e.isting records and personal obser"ation& /he secondar% sources used to collect the data are: 'rganisation !ecords0 !eference -ooks0 Articles in :ewspapers 0 $aga1ines and Kournals0 !elated 3eb sites

LIMITATIONS OF THE STUDY0

In attempt to make this pro(ect authentic and reliable0 e"er% possible aspect of the topic was kept in mind& :e"ertheless0 despite of fact constraints were at pla% during the formulation of this pro(ect& /he main limitations are as follows: Due to limitation of time onl% few people were selected for the stud%& )o the sample of consumers was not enough to generali1e the findings of the stud%& /he main source of data for the stud% was primar% data with the help of selfadministered Juestionnaires& ;ence0 the chances of unbiased information are less& People were hesitant to disclose the true facts& /he chance of biased response canOt be eliminated though all necessar% steps were taken to a"oid the same& 8"er% research is carried under some boundaries and this research is not an e.ception& /he opinion of the respondents ma% not represent the whole population& Due to the limitations of time0 a larger respondent base could not be co"ered and was limited to a sample si1e of 1?? respondents& /here might ha"e been tendencies among the respondents to filter their responses under the gi"en conditions& /he customerOs opinion might ha"e been biased and ma% not represent the whole population of the cit%&

CHAPTER>: DATA ANALYSIS & INTERPRETATION

D$t$ A"$'+*i*
/he sur"e% is done on big ba1aar& )ur"e% is done of ?? respondents of Delhi who come to

"isit big ba1aar& A specific Juestionnaire is prepared for the customers and data is obtained from them b% mo"ing around big ba1aar and personall% interacting with them& /he customers ga"e "aluable information regarding their consumption pattern in big ba1aar& All informations are collected and a proper anal%sis is done& All the anal%sis and its interpretations are discussed below& 8ach of the anal%sis is done as per the information obtained from the customers and a serious interpretation has been done to best of m% effort&

;igher Income Group $iddle Income Group Lower Income Group :o Income Group I"%!me 2i*e i*t)ibuti!" !- %u*t!me)* %!mi"/ t! bi/ b$H$$)

+@ +?@ ?@ +@

INCOME GROUP

5% 25% Higher Income Group Middle Income Group 50% 20% Lower Income Group No Income Group

A"$'+*i*0 /he abo"e diagram shows the distribution of income le"el of customers coming in to big ba1aar& Among the ?? respondents +?@ of customers are of middle income le"el that is between !s ???? G A????& Least number of customers "isiting -ig ba1aar are the higher income le"el people that constitute onl% +@& /he lower income le"el of people coming to big ba1aar constitutes of ?@& +@ of people belong to no income group which mostl% consists of students&

I"te),)et$ti!"0 -ig ba1aar is the hub of shopping for middle le"el income group people because of its reasonable price on its each product categor%& /he higher-le"el income group people donOt prefer to do shopping in big ba1aar0 as it doesnOt deal with branded products& /he higher-le"el income group people are "er% status conscious and their ps%cholog% is such t%pe that the% donOt prefer much to "isit big ba1aar0 as it is a discounted store& /he lower income group people come in to big ba1aar as the% get goods at a discounted price& ;ence big ba1aar should include branded products in its product categor%0 which will encourage higher income group people to come in to big ba1aar& Probabl% not much of lower income group people come to big ba1aar as the% donOt like to ha"e an% shopping e.perience rather the% (ust go for near b% store where the% can get their necessit% goods& 8"en the% purchase goods on a regular basis on a small Juantit%& )o the% donOt ha"e much interest to come to big ba1aar and do shopping& Pu),!*e be&i" (i*iti"/ bi/ b$H$$) )hopping 'uting -oth A? 1? #?

PURPOSE

30% Shopping Outing 60% 10% oth

A"$'+*i*0 'ut of the ?? respondents A?@ of respondents "isit big ba1aar for shopping0 1?@ for outing and #?@ "isit big ba1aar for both the purposes& I"te),)et$ti!"0 Lrom this I interpret that big ba1aar is purel% a shopping comple. but it also facilitates a certain kind of ambience and decorum to the people that the% also "isit it for the purpose of outing& /he infrastructure and ambience of big ba1aar is so that people e"en like to go there e"en also the% donOt ha"e to purchase an%thing& People en(o% doing shopping in big Garment 'utlet Lootwear 'utlet Lood Court 8ntertainment Gift Corner Keweller% and 3atches )tore *?@ 1+@ ?@ 1?@ 1?@ +@

ba1aar& /his is "er% nice for it as often customers purchase some goods while mo"ing I the building&

Dem$" -!) !t&e) )et$i' !ut'et* i" $ m$''

A"$'+*i*0 /he abo"e graph shows that *?@ of people "isit garment outlet in a mall other than that of big ba1aar& ?@ of people also prefer to "isit food court in a mall other than big ba1aar& 1+@ of the people go to footwear outlet in a mall other than big ba1aar& 1?@ of people also go to mall for entertainment purpose& )ome people that are 1+@ each also "isit gift corner store and (eweller% , watches store in a mall other than big ba1aar& I"te),)et$ti!"0 Lrom this anal%sis I come to know that most of the people tend to "isit garment outlets in a mall other than big ba1aar as it has some e.clusi"e branded outlets& People also go for footwear stores as malls ha"e branded footwear stores in it& People go for watching mo"ies to mall for entertainment& 9et a few people "isits gift corners and (eweller% stores in a mall& /his is of course a threat for big ba1aar that it is not able to attract customers from other retail outlets and retain them with it& -ig ba1aar should definitel% include more of branded products in its product categor% in order to bring in the customers of mall to it and retain them with it& It can include some of the e.clusi"e branded outlets of cloths and (eweller% in it in order to attract the brand choos% customers&

P)! u%t* m!*t'+ ,u)%&$*e b+ %u*t!me)* i" bi/ b$H$$)

Clothes Grocer% Lood Item Leather Item 8lectronic Item Gift Item An% other Item

A?@ 4?@ +?@ +@ 1+@ 1?@ 1?@

*n% other Item Gi)t Item (lectronic Item Le'ther Item &ood Item Grocer% #lothe$ 0% 20% !0% 60% "0% Serie$1

A"$'+*i*0 /his chart clearl% indicates that the demand for grocer% that is 4?@ is highest b% the customers followed b% clothes rated A?@& /he ne.t highest demand is for food items that is +?@& +@ demand is for leather items in big ba1aar& 8lectronic items holds 1+@ of demand and gift items and other items has a demand of onl% 1?@ b% the customers of big ba1aar&

I"te),)et$ti!"0 Lrom this anal%sis I interpret that customers demand are high for grocer% and clothes followed b% food items in big ba1aar& 8lectronic items ha"e a little demand b% the customers& Gift items and other items are not much in demand b% the customers& I can interpret that clothes0 grocer% and food items are the ma(or products which hold ma.imum number of customers& )o big ba1aar should maintain its low pricing and product Jualit% to keep hold of the customers and also it should keep more Jualitati"e products of gift and leather items so that people would go for more purchase of these items from it& -ig ba1aar has man% local branded products of grocer% and cloths and it is successfull% selling it& It should also include branded products so that more sales can take place& ED,e" itu)e ,$tte)" !- %u*t!me)* %!mi"/ i" t! bi/ b$H$$)

-elow +?? +??-1??? 1???-1+?? 1+??- ??? $ore than ???

11@ 1A@ @ @ C@

EXPENDITURE PATTERN

11% 2+% 16% elow 500 500,1000 1000,1500 1500,2000 More th'n 2000 22% 22%

A"$'+*i*0 3e can clearl% see from this graph that ma(orit% of the customers spend a lot in big ba1aar that is C@ of people spend more than !s ??? in a single "isit to big ba1aar& 8Jual number of people that is @ of people each spend !s 1???-1+?? and !s 1+??- ??? respecti"el% in a "isit to big ba1aar&1A@ of people spend !s +??-1??? and onl% 11@ of customers are there who spends less than !s+?? in their "isit to big ba1aar&

I"te),)et$ti!"0 Lrom this I interpret that most of the customers purchase goods in bulk which leads them to spend a lot& <olume sales are high in big ba1aar& Customers tend to purchase more goods from big ba1aar as it pro"ides goods at a discounted rate& Probabl% those persons who spend more in a "isit to big ba1aar are purchasing on a monthl% basis& /hose customers who are spending "er% less mone% that is below !s +?? are mostl% coming in (ust to mo"e around big ba1aar and spend time& In the process the% used to spend mone% on food items and also purchase some products while roaming in it& Impulse bu%ing beha"ior of customers comes in to pla% to a large e.tent& $ore discounts shall be pro"ided to people who does bulk purchase& /his will encourage people to purchase more products&

Time *,e"t b+ %u*t!me)* i" *&!,,i"/ i" bi/ b$H$$)

Less than half an hour ;alf an hour to 1 hour 1 hour to 1 1D hours 1 1D hours to $ore than hours

1?@ #?@ +?@ *?@ ?@

hours

More th'n 2 hour$ 1 1-2 hour$ to 2 hour$ 1 hour to 1 1-2 hour$ H'l) 'n hour to 1 hour Le$$ th'n h'l) 'n hour 0% 20% !0% 60% Serie$1

A"$'+*i*0 People spend a lot of time in shopping in big ba1aar& $a(orit% of the respondents said that the% spend at least 1 hour to 1 V hours in big ba1aar& *?@ respondents also said that the% spend 1 V hours to hours in their "isit to big ba1aar& 'nl% 1?@ of people said that the% spend "er% little time that is less than half an hour in big ba1aar&

I"te),)et$ti!"0 As per the gi"en data I interpret that customers are "er% product choos% now a da%s and thatOs wh% the% spend a lot of time in shopping in big ba1aar& Probabl% customers might e"en be spending more time in big ba1aar as it pro"ides a "er% nice ambience and atmosphere for the people to shop in& ;ence those persons who spend half an hour or less than half an hour in big ba1aar are those persons who (ust come to purchase limited products and come onl% because of low pricing of products& People also spend much time in it but purchase "er% few goods& /he sales personnel should focus on the people who take long time in shopping and purchases a lot and pro"ide special kind of ser"ice to them as the% are the ma(or customers&

C!m,$)i*!" !- -!!t-$''* i" 2eeF $+* $" 2eeFe" *

3eeks da%s 3eekends

*?@ A?@

FOOTFA

!0% .ee/$ d'%$ .ee/end$ 60%

A"$'+*i*0 /he abo"e graph shows that more number of people comes to big ba1aar in weekends than that of week da%s &*?@ of people "isits big ba1aar in weekda%s where as A?@ of people "isit big ba1aar in weekends& I"te),)et$ti!"0 I can clearl% interpret from this that most of the people tend to "isit big ba1aar in weekends rather than that of week da%s& /here are more footfalls in big ba1aar in weekends than that of week da%s& /hough there is not much difference as *?@ of people "isit big ba1aar in week da%s hence in weekends the footfall increases b% 1?@& As people come more in weekends0 so big ba1aar should keep it open for more time in weekends& /he infrastructure can be changed a bit in weekends so that customers can see more products clearl% and can mo"e around comfortabl%& In order to bring in more number of customers in week da%s big ba1aar should pro"ide some schemes in week da%s which will encourage people to come in to it in week da%s also& ;ence the crowd is more in weekends and big ba1aar should a"ail more parking spaces for its customers in weekends& It can make some temporar% arrangement for parking e"er% weekend& It should not spend much mone% in ad"ertising and displa%ing of products in weekda%s rather it should ad"ertise and displa% products more in weekends as more number of people comes in weekends& Cu*t!me)?* ,)e-e)e"%e !- timi"/ t! (i*it bi/ b$H$$)

1? A&$& - A P&$& A P&$& -1?P&$&

* @ +5@

TIME PREFERENCE

!2% 5"%

10 *0M0 , 6 10M0 6 10M0 ,1010M0

A"$'+*i*0 /he abo"e pie chart shows that most of the people prefer to "isit big ba1aar in e"ening time than that of the da%time& 'nl% * @ of people tend to "isit big ba1aar during da%time while +5@ of people tend to "isit big ba1aar during e"ening time& I"te),)et$ti!"0 Lrom the abo"e anal%sis I interpret that e"ening time is the peak time for big ba1aar and da%time is the off peak time for big ba1aar& /here is more number of people found in big ba1aar during e"ening time than that of da%time& Probabl% more of products are being sold during e"ening time in big ba1aar than that of da%time& -ig ba1aar shall pro"ide some special offerings during da%time so that more people should come in during da%time& It could offer some special kind of product in da%time0 which will be not a"ailable during e"ening time& In this wa% it will bring in more number of people during da% time for getting the special kind of products but along with that it will be able to sale other products as people do a lot of impulse bu%ing at big ba1aar&

C!m,$)i*!" !- %u*t!me)* ,u)%&$*i"/ 2it& ,'$""e ,)! u%t* !" $" u",'$""e b$*i*

'i*t !- ,)! u%t* $"

,u)%&$*i"/

9es :o

5?@ ?@

ANNED AND UNP !U"ERS

ANNED

20%

2e$ No

"0%

A"$'+*i*0 As shown in the graph out of m% total respondents of ??0 5?@ of customers come to big ba1aar with a planned list of products& 'nl% ?@ of people come in to big ba1aar without an% planned list of products to be purchased from big ba1aar&

I"te),)et$ti!"0 As per the data obtained from the customers of big ba1aar I interpret that most of the customers comes in to big ba1aar with a planned list of products& Lew customers come to big ba1aar without an% planned list of products and purchases products depending on their

selection& /hese people basicall% come to the mall and hence get in to big ba1aar& Depending on the product categor% and brand and Jualit% of products the% purchases goods& )ome couples come to mall and go to food ba1aar to ha"e food together and to ha"e chit chat among them& /he customer who comes with a planned list of products purchases more products than that of the customers who comes without an% planned list of products& )o big ba1aar should pro"ide more "ariet% and essential goods so that more number of people should come in with a planned list of products& B)$" ,)e-e)e"%e !- %u*t!me)* i" bi/ b$H$$)

9es :o Depends on categor%

1?@ +?@ *?@

!RAND PREFERENCE

10% !0%

2e$ No 50% 3epend$ on c'tegor%

A"$'+*i*0 As seen in the abo"e chart it is clearl% known that onl% 1?@ of people come in to big ba1aar with a list of brands in ad"ance& +?@ of people completel% den% that the% donOt prepare in list of brand in ad"ance& *?@ of people told that the% prepare a list of brand depending on the product categor%&

I"te),)et$ti!"0 Lrom this I interpret that customers donOt opt for much brand preference while purchasing products in big ba1aar& A few customers search for brands but depending on the product categor%& Customers probabl% donOt decide for brands on products as there are not much of known branded products a"ailable at big ba1aar& 'n product categories like grocer% and clothes0 big ba1aar has man% local branded products& Customers purchase a lot of these0 as itOs cheap in price e"en though its Jualit% is not so good& As most of the customers belong to lower class and middle class people0 the% purchase those local branded products as it gi"es them "alue for mone%& Different products of the same categor% ha"e different prices& Uualit% of products "aries with the price& /his enables customi1ation of products for "arious t%pes of customers& Customers search for brands mostl% in apparel section& )ome customers also pre decides the brand on the local manufactured grocer% and food products of big ba1aar& -ig ba1aar should include more of the branded products in its each categor% so that customers ha"e more options to choose among the brands& /his will bring in more number of people to big ba1aar0 which will definitel% increase the sales&

Cloths Grocer% Gift Items 8lectronic Items Leather Items An% 'ther Item

*?@ *?@ ##@ +@ @ 1 @

C!m,$)i*!" !- b)$" ,)e-e)e"%e !" i--e)e"t ,)! u%t %$te/!)+

Ite m

It e m

ce r%

th $

Ite m

# lo

le ct ro

Le

G i) t

Cash Pa%ment Credit Card Debit Card

n%

O th er

er

't h

G ro

ni c

A"$'+*i*0 /his graph shows that cloths and grocer% are the onl% two items on which customers mostl% prefer the brands that is *?@ each& ##@ brand preference is on gift items and +@ is on electronic items& -rand preference on leather items is @ and 1 @ on an% other item&

I"te),)et$ti!"0 Lrom this I interpret that some of the products brand are predecided in ad"ance and for some of the products customers donOt at all predecide an% brand& As per electronic goods are concerned customers predecide the brand as man% branded electronic products are a"ailable in big ba1aar& /he customers predecides brands on cloths and grocer% most as big ba1aar produces much of local brands and also ha"e some well known branded products of clothes with it like fl%ing machine (eans&

It

4#@ 1@ A@

em

!5% !0% 35% 30% 25% 20% 15% 10% 5% 0%

Serie$1

M! e !- ,$+me"t !- %u*t!me)* i" bi/ b$H$$)

MODE OF PA"MENT

6% 21% #'$h 1'%ment #redit #'rd 3e5it #'rd 43%

A"$'+*i*0 As per m% stud% is concerned0 out of the total respondents 4#@ of people make cash pa%ment in big ba1aar& 1@ of them uses credit card as their mode of pa%ment and A@ of the people makes pa%ment in big ba1aar through their debit card& I"te),)et$ti!"0 As per the obtained data I interpret that ma.imum number of people makes cash pa%ment in big ba1aar& A fraction of people uses their credit card for pa%ment in big ba1aar and a "er% few people uses their debit card for pa%ment& I can interpret that Juick e.change of mone% for goods is done in big ba1aar as most of the people mode of pa%ment is cash pa%ment& ;ence some times big ba1aar has to wait for a short time period as some of the customers make their pa%ment through credit and debit card&

Cu*t!me)*? m! e !- t)$"*,!)t t! bi/ b$H$$)

;ired <ehicle /wo-wheeler Lour-wheeler An% 'ther

1?@ *?@ +?@ ?@

MODE OF TRANSPORT

0%

10% Hired 6echle

50% !0%

7wo,wheeler &our,wheeler *n% Other

A"$'+*i*0 Around +?@ of the total respondent of ?? that is 1?? people comes in to big ba1aar with their own four wheelers& /he second ma(orit% of people consist of people riding two wheeler and coming in to big ba1aar& 'nl% 1?@ of people of the total respondent "isits big ba1aar on hired "ehicles& :one of the customers of the total respondent comes in an% other mode of transport& I"te),)et$ti!"0 Lrom the abo"e data I interpret that there are more number of four wheelers coming found in big ba1aar than that of two wheelers& People prefer more to go to big ba1aar in four wheelers than that of two wheelers& A few people are found who comes in to big ba1aar with a hire "ehicle& Probabl% the% might be the tourists&

Cu*t!me)* ,)e-e)e"%e t!2$) * <i)$"$ *t!)e

PREFERENCE TO#ARDS $IRANA STORE

15%

2e$ No

"5%

A"$'+*i*0 'ut of m% total respondent of ?? customers0 5+@ of them sa%s the% go to their near b% kirana store and 1+@ said that the% donOt at all go to an% kirana store& /his shows that ma(orit% of people go to kirana store e"en though the% "isit big ba1aar& -ut some customers are there who ne"er goes to an% kirana store&

I"te),)et$ti!"0 As per the gi"en data I anal%1e that most number of people tend to purchase goods from near b% kirana store e"en if the% come to big ba1aar& I can conclude from this that a kirana store is a competitor of big ba1aar& )ome customers ne"er go for shopping in kirana store

as of it does not ha"e much "ariet% option a"ailable with it& Probabl% the% are more interested in ha"ing a shopping e.perience rather than to (ust go and purchase goods from kirana store&

C!m,$)i*!" !- Bi/ b$H$$) 2it& $"+ <i)$"$ *t!)e

)hopping Price -ig ba1aar Hirana store #? +? ? A? 4+ 1? + 4? +? 1?? *? + C? C+ )er"ice <ariet% Uualit% Con"enience 8.perience Ambience

120 100 "0 60 !0 20 0

er 8i 1 ric e

100 40 50 30 0 45 60 !0 25

+0

+5 ig 5';''r <ir'n' $tore

10

A"$'+*i*: /he abo"e graph shows the comparison of different factors between big ba1aar and a nearb% kirana store& 4?@ of people sa% big ba1aar pro"ides goods at a cheaper price as compared to that of a kirana store& +?@ of people sa% big ba1aar pro"ides better ser"ice and another +?@ of them sa% kirana store pro"ides better ser"ice& 8ach and e"er% customer that is 1??@ agrees that there are more "ariet% of products a"ailable at big ba1aar than that of kirana store& As per Jualit% of goods is concerned A?@ of the customer sa% kirana store pro"ides better Jualitati"e products while *?@ of the customers sa% big ba1aar also pro"ides Jualitati"e products& 4+@ people sa% it is more con"enient for them to go to a kirana store while +@ of them sa% going to big ba1aar is more con"enient for them& C?@ of respondents said it is a good

'r ie t% 9 S # u ho ' lit pp o n 8 % e in n g i ( en :p c er e ie nc * m e 5i en ce

ce

shopping e.perience at big ba1aar while 1?+ of them said that the% also ha"e a good shopping e.perience at kirana store& As per ambienc e is concerned C+@ of customers said big ba1aar pro"ides much nice ambience than big ba1aar while +@ of them said that ambience pro"ided b% kirana store is also eJui"alent to that of big ba1aar&

I"te),)et$ti!"0 I interpreted from this that a kirana store is one of the competitor of big ba1aar& It is a threat for big ba1aar as some of the attributes of a kirana store pro"ides more satisfaction to customers& -ig ba1aar should tr% to impro"e on each of its attributes and out compete the kirana store so that it can con"ert the customers of kirana store to be the customers of big ba1aar&

SWOT A"$'+*i* !- Bi/ b$H$$)

A swot anal%sis is done to know the strengths0 weaknesses0 opportunities and threats of an% compan%& /his anal%sis will e.plain about the strengths0 weaknesses0 opportunities and threats of big ba1aar&

St)e"/t&* !- Bi/ b$H$$)

L$)/e ($)iet+ !,ti!" C&e$, ,)i%e Hu/e %u*t!me) B$*e V!'ume *$'e*

We$F"e**e* !- Bi/ b$H$$)

L$%F* i" b)$" e ,)! u%t* L!2 i" ,)! u%t .u$'it+ U"$b'e t! ,)!(i e e"!u/& ,$)Fi"/ *,$%e t! it* %u*t!me)*

T&)e$t* -!) Bi/ b$H$$)

O,e"i"/ u, !- !t&e) i*%!u"te *t!)e* 'iFe Vi*&$' me/$ m$)t C!"(e"ie"%e !- %u*t!me)* t! "e$) b+ Fi)$"$ *t!)e* A($i'$bi'it+ !- ,)! u%t* i" !t&e) )et$i' !ut'et*

O,,!)tu"itie* -!) Bi/ b$H$$)

T! !,e" u, m!)e $" m!)e "umbe) !- bi/ b$H$$)* i" i--e)e"t %itie* !- t&e %!u"t)+1 T! /)$b t&e )u)$' m$)Fet

T! b)i"/ i" t&e %u*t!me)* !- !t&e) )et$i' !ut'et b+ e$'i"/ 2it& b)$" e ,)! u%t*1 A m!)e ,)! u%t* t! it* ,)! u%t %$te/!)+

Su//e*ti!"* Su//e*ti!"*

-ig ba1aar should pro"ide large parking space for its customers so that the% can easil% park their "ehicles&

-ig ba1aar should include more of branded products its product categor% so as to attract the brand choos% people to come in to big ba1aar&

It should make different cash counters for different customers& Cash counter and credit card pa%ment counter should be placed differentl% in order to reduce the rush and sa"e the customerOs time& /his will be a kind of moti"ator for the customers of big ba1aar&

/he ser"ice of the sales person is needed to be impro"ed& Personal care should be taken b% the sales person for the customers so that the customers feel good&

During the off peak hourOs big ba1aar should pro"ide some offers to its customers so that people would be encouraged to come to big ba1aar during off peak hours& /he customers who are present in the mall during the off peak hours of big ba1aar will definitel% go in to big ba1aar if surprise offers are made at that time&

Customer care department is needed to take proper care of customer complaints and Jueries& /he person sitting at the help desk of big ba1aar should be able to pro"ide all necessar% information to the customers whene"er it is reJuired&

/he infrastructure is needed to be changed a bit during weekends as hea"% crowd comes in to big ba1aar during those da%s&

C!"%'u*i!"

C!"%'u*i!"
-ig ba1aar is a ma(or shopping comple. for toda%Os customers& It is a place where customers find "ariet% of products at a reasonable price& -ig ba1aar has a good reputation of itself in the

market& It has positioned itself in the market as a discounted store& It holds a huge customer base& /he ma(orit% of customers belong to middle class famil%& /he %outh generation also likes shopping and mo"ing around big ba1aar& <olume sales alwa%s take place in big ba1aar& Impulse bu%ing beha"ior of customers comes in to pla% most of the times in big ba1aar& -ig ba1aar is a h%permarket as it pro"ides "arious kinds of goods like apparels0 grocer%0 stationar%0 food items0 electronic items0 leather items0 watches0 (eweller%0 crocker%0 decorati"e items0 sport items0 chocolates and man% more& It competes with all the specialt% stores of different products which pro"ide goods at a discounted rate all through the %ear& It holds a large customer base and it seemed from the stud% that the customers are Juite satisfied with big ba1aar& As of now there are #* big ba1aars in different cities of India0 it seems that there is a "ast growth of big ba1aar l%ing as customers demand is increasing for big ba1aars& -ig ba1aar is a h%permarket store where "arieties of products are being sold on different product categor%& It has emerged as a hub of shopping speciall% for middle class people& Different t%pes of products starting from a bab% food to pi11as all are a"ailable under one roof& In Delhi it is the middle class people who mostl% do marketing from big ba1aar& 8"en most of the people do their monthl% shopping from big ba1aar& People not onl% "isit big ba1aar to do shopping but also "isit for outing purpose as it pro"ides a "er% nice ambience to its customers& As people go to malls the% (ust tend to mo"e around big ba1aar whether it is for shopping purpose or for outing purpose& Grocer%0 apparels and food items are the products which are demanded most b% the customers of Delhi in big ba1aar& /he ma(or drawback of big ba1aar is that it lacks in pro"iding enough parking space for its customers& /his ma% discourage the customers to come to big ba1aar and shop as the% face difficult% in parking their "ehicles& 8"en though some customers sa% that the% donOt feel problem in parking their "ehicle0 it is because of the parking space a"ailable to them b% the mall& As it is sur"e%ed it seems that the biggest competitors of big ba1aar are the kirana stores and the discounted specialt% stores like <ishal mega mart0 Delhi ba1aar etc&

CHAPTER>8 CONCLUSIONS AND SUGGESTION

CONCLUSIONS AND FINDINGS

)ince Indian retail market is continuousl% increasing0 people are purchasing goods as there is increase of income of common people as well as change in tastes and preferences of consumers& It is important for the retail pla%ers to be able to understand the different factors affecting the e.tent in impulse bu%ing beha"ior& /he factor anal%sis results indicate that F$%t!) 5 E/able 4F which consists of Information pro"ided b% customers - Ad"ertisement of product in print and "isual media0 <arious promotional acti"ities regarding product0 ;ording and pamphlets of product0 Packaging of product0 Placing of product in store0 8motional attachment with product0 -eha"ior of sales person0 Popularit% of product0 /he person with whom %ou are going for shopping are the main factors for impulse bu%ing beha"ior which broadl% defines about the Em!ti!"$' $,,e$' !$ (e)ti*eme"t*1 F$%t!) 6 includes "arious schemes like Ebu% 1 get 1 freeF0 Compatibilit% of another product with the product %ou are bu%ing0 Influenced b% other people0 Hind of product which %ou are bu%ing CustomerOs impulse bu%ing decision causing a "ariance of #&#?5&/his shows that importance of influence of other peoples on bu%ing beha"ior of customers& F$%t!) A0 includes from /able-4 0An% e"ent organi1ed b% organi1ation ; Displa% of product in store0 9our perception about sa"ing and in"estment0 /raditions and customs0 "arious festi"al discounts on product0 which in totall% shows the direct impact product placement in the stores in a retail outlet like <ishal $ega mart , -ig -a1aar& F$%t!) : includes Price of product0 %our income status0 and )tandard of li"ing0 which clearl% defines the indi"idual purchasing power& Continuing with the ne.t factor- F$%t!)* 8 includes A"ailabilit% of product0 !eJuirement of product in festi"al season which shows that discount offers during festi"al seasons attract customers for their impulse bu%ing beha"ior& 3hile F$%t!) B includes Discount offers regarding product0 focusing on effecti"e price and discount strategies which is in brought b% the retail pla%ers in order to attract there potential customers&

At last F$%t!) 7 includes Changing trends in societ%0 special occasions which signifies that how much toda% also people gi"e preferences to the traditions and rituals during festi"al season that it has created a emotional bond which results in impulse bu%ing beha"ior& '"erall0 "arious internal and e.ternal factors affects the impulse bu%ing beha"ior of the consumer which is e.plained b% the abo"e findings& Fi/ 8151 IMPULSE BUYING BEHAVIOR MODEL

Although the stud% was conducted on a small population to find Impulse -u%ing -eha"ior of the consumer In <ishal $ega mart and -ig -a1aar0 the finding of the studies can be generali1ed to the whole population& It can be "er% comfortabl% inferred that: 1& 8motional appeal of ad"ertisements & -rand image of the product #& Product placement in the store *& Income of the customer +& <arious festi"al seasonal discounts

A& 8ffecti"e pricing and discount strateg% 4& 8motional -onding and usage of the product in festi"als affect impulse bu%ing beha"ior of the consumer "er% strictl%& /he Indian marketersO has to go a long wa% to understand the impulse bu%ing beha"ior as it is a "er% sub(ecti"e and its depends on multiple factors0 but marketers can take ad"antage for this beha"ior and in almost e"er% product categor% impulse bu%ing witness&

BIBLIOGRAPHY
Re-e)e"%e*0 Alice ;anle% and $ari )& 3ilhelm E1CCCF&Compulsi"e bu%ing: An e.ploration into self esteem and mone% attitudes& Kournal of economic Ps%cholog% 1#+-15& An(a )chaefer , Andrew Crane EKune ?11F 1 Addressing )ustainabilit% and Consumption& Kournal of macro marketing &<ol +0 :o&10 4A-C & Ann 8li1abeth 8ricson0 E ??1F 7ni"ersit% of Iowa 6Antecedents of older adolescentOs credit card enhanced spending attitude and self reported financing beha"ior=& A"i" )hoham and $a(a $ako"ec -rencic E ??5F& Compulsi"e bu%ing beha"ior& Kournal of consumer marketing0 <ol ?0 :o& & Celia ra% ;a%hoe0 Lauren Leach0 , Pamela !& /urner E1CCCF& Discriminating the number of credit cards held b% college students using credit and mone% attitudes& Kournal of 8conomic Ps%cholog% ?0A*#-A+A& Gordon C&3inston E1C54F& A new approach to economic beha"ior& Kournal of 8conomic beha"iour and organi1ation0 50+A4-+5+& ;ans -aumgartner0 Kan -enedict , 8&$& )teenkampE1CCAF& 8.plorator% consumer bu%ing beha"ior: conceptuali1ation and measurement&International (ournal of !esearch in marketing0 1#01 1-1#4& /irmi1i Ali $uhammad0 !ehman-7r- Hashif0 )aif IJbal $&E ??CF& An 8mpirical )tud% of Consumer Impulse -u%ing -eha"ior in Local $arkets0<ol& 5 :o&* 0 pp&+ Cheng ;ua-Ching; Chang ;sieh-UuanE ??AF <ol 1 0:o& 0 #A-** Gutierre1 -en Paul -&E ??*F <ol&#0 no&1E)ep ??10pages #*-#*AF $ai /u%et /hi :gu%en0 Hwon Kung0 Loeb )andra0 Lant1 GaroldE ??1F <ol C0no&A0E$a% 1CCC0pages:#4*-#C5F -+#

Web*ite*0
http:DDwww&chinadail%&com&cnDenDdocD ??#-?CD +DcontentW A4*C?&htm http:DDwww&indiainfoline&comDpefiDfeatDcred&html www&pantaloon&com www&"ishalmegamart&com www&futuregroup&com www&marketresarch&com www&futureb%tes&com www&pantaloon&com www&retailindia&com

ANNEJURE

IUESTIONNAIRE Uuestionnaire prepared for customers of -ig -a1aar 1& ;ow freJuentl% do %ou "isit -ig -a1aarP aF 3eekl% bF $onthl% cF Uuarterl% dF 'n a unplanned basis

& Apart from -ig -a1aar do %ou intend to "isit an% other retail outlet in a $allP aF 9es bF :o

If %es then what are the other retail outlets do %ou intend to "isit in a mallP aF Garment 'utlet bF Lootwear 'utlet cF Lood Court dF 8ntertainment eF Gift Corner fF Keweller% and 3atches store

#& 3hat is the purpose behind "isiting -ig -a1aarP aF )hopping bF 'uting cF Dating

*& 3hat t%pe of products do %ou mostl% purchase in -ig -a1aarP aF Cloths bF Grocer% cF Lood Item

dF Leather Item eF 8lectronic Item fF Gift Item gF An% other Item +& 'n an a"erage how much amount of mone% do %ou spend in a "isit to -ig -a1aarP aF -elow +?? bF +?? G 1??? cF 1??? G 1+?? dF 1+?? G ??? eF $ore than ???

A& ;ow much time do %ou spend in a "isit to -ig -a1aarP aF Less than half an hour bF ;alf an hour to 1 hour cF 1 hour to 1 V hours dF 1 V hours to eF $ore than hours hours

5& 3hich da%s of the week do %ou prefer to "isit -ig -a1aarP aF 3eek da%s bF 3eekends C& 3hich time of the da% do %ou mostl% prefer to "isit -ig -a1aarP aF 1?am G Apm bF Apm G 1?pm 1?& Do %ou go with a planned list of products to be purchased from -ig -a1aarP

aF 9es

bF :o

11&Do %ou prepare a list of brands in ad"ance when %ou "isit to -ig -a1aarP aF 9es cF Depends on categor% 1 & In which categories of products do %ou pre-decide the brandsP aF Cloths bF Leather Items cF 8lectronic Items dF Grocer% eF Gift Items fF An% other Item 1#& 3hat is %our mode of pa%ment in -ig -a1aarP aF Cash pa%ment 1*& bFCredit Card bF :o

3hat encourages %ou to "isit -ig -a1aarP a& Price b& )er"ice c& Ambience d& Product <ariet% e& Product Uualit% f& Con"enience

1+& ;ow would %ou rate the ser"ices of the sales personnel in -ig -a1aar on a 1 G + scaleP a& <er% good b& Good c& 'k d& Poor e& <er% poor 1A& 3hat is %our con"enience to -ig -a1aarP aF ;ired "ehicle bF /wo-wheeler cF Lour-wheeler dF An% other eF 14& ;ow is the parking space a"ailabilit% in -ig -a1aarP aF Less than adeJuate bF AdeJuate cF $ore than adeJuate 15& Do %ou go to Hirana storeP aF 9es bF :o

1& Compare %our nearest Hirana store with -ig -a1aar on the following parameters& i& Price ii& )er"ice iii& <ariet% i"& Uualit% "& Con"enience "i& )hopping 8.perience XXXXXXXXXXXXXXXXXXXXXXXXXXXXXX&& 1& :ame: & Age: #& )e.: *& LocationDAddress: +& Uualification: A& Profession: 4& 3hatOs %our monthl% incomeP aF -elow 1?0??? bF 1?0??? G ?0??? cF ?0??? G *?0???

dF *?0??? G A?0??? eF $ore than A?0???