A Survey on

CONSUMER BUYING PATTERN OF BIG BAZAAR AND KIRANA STORES

Prepared By

Marketing Students

PGDM 2011-13

Under the supervision of

Prof. Archana Subhash

Sadanam Institute of Commerce and Management Studies, Palakkad

GROUP MEMBERS

Marketing group members;

1. Abdul Salam P.2. Arun Sankar P.3. Arun TS.4. Muhammed Shahid CK.5. Praveen KP.6. Rakesh 7. Sandeep P.8. Sreejeesh KT.

CERTIFICATE

This is a survey work of Marketing Students done under my supervision and guidance.

Prof. Archana Subhash

SICOMS

ACKNOWLEDGEMENT

We submit this report entitled “A Survey on Consumer buying pattern of Big Bazaar and Kirana Store’s” with an immense sense of gratitude towards all those who have helped me in various ways in this humble endeavor.

We are taking this opportunity to express our heartiest and sincere gratitude to our guide Prof. Archana Subhash for his valuable guidance and expert advice from time to time and for providing useful suggestions throughout this work.

We are very much indebted to all the members (survey), who extended their valuable support and gave enthusiastic encouragement for the successful completion of this study.

PLACE: Pathirippala

Marketing Students

PGDM 2011-13

SICOMS, Palakkad

RESEARCH METHODOLOGY

We have collected the data from the customers who reside in the local area of Palakkad district of Kerala which includes working class, lower- middle class, middle class and upper- middle class families. Our sample size is forty families.

OBJECTIVES OF THE STUDY

To understand the buying pattern of customers purchasing

commodities from Big Bazaar and Kirana shops.

To understand the factors that influence the buying habit of

different consumers purchasing from Big Bazaar and Kirana shops.

To understand the difference between buying pattern of the Big

Bazaar and Kirana shop customers.

To evaluate the spending habit of Big Bazaar and Kirana shop

consumers.

INTRODUCTION

We conducted a survey for the purpose of understanding the

difference between buying pattern of big bazaars customers and the

Kirana store customers. The buying pattern is very much important for a

marketer; it is very useful to create and implement the marketing

strategy. The buying pattern of the customer is different from store to

store and product to product. We collected information from the

customers who consider the retail king Big Bazaar for re-purchase and

on the other end those who consider the silent killer Kirana stores for

their respective buying options.

Buying pattern is a process by which individuals search for, select,

purchase, use, and dispose of goods and services, in satisfaction of their

needs and wants. We want to find out the consumer buying behavior of

both the Kirana stores and the Big bazaar.

Retailing in India came with evolutionary patterns from Kirana

store to super market. This sector was un-organized in the initial stage,

and after that it is carried forward and now it is growing as supermarket

and hypermarket. The paper will depict the main drivers of the retail

revolution in India and how this revolution changes the buying behavior

of the customer, increase in disposable income of the middle class,

infrastructure development and changing customer choice. Organized

Retailing was introduced in the last decade and has emerged as one of

the sunrise industries in India. The paper will mention the impact of

organized retailing on unorganized sector. The study will indicate how

the consumer will be benefited from organized retailers. The survey

intends to analyze the consumer behavior towards organized and

unorganized retailing, their source of purchasing and the factors which

influences their habit of purchasing from malls and high end retailing

sections in India.

ANALYSIS

Occupational influence on buying behavior

This chart shows the buying pattern of consumers/customers of different occupations like lower middle class, middle class and upper middle class family.

It clearly indicates us that the government employees and students are the loyal customers of Big Bazaar.

The daily workers and others prefer Kirana shops for their purchase activities.

Purchase Frequency in a month

From this graph it is clearly visible that majority of consumers prefer Big Bazaar for buying commodities in bulk for a whole month.

Whereas it is not in the case of Kirana shops because the consumers who tend to purchase from Kirana shops do their purchasing on a weekly basis as this allows them to choose goods of high requirement and make purchase according to that particular needs.

Amount spent per purchase

This figure shows that the loyal customers of Big Bazaar choose to spend approximately Rupees 2500 per purchase.

But in the case of Kirana shops only 500 or below amount spent on a purchase

Factors attracting consumers toward Big Bazaar and Kirana

This graph is the real indicator of the qualities and essential factors for which Big Bazaar/Kirana shops are preferred by the consumers.

As the chart shows us the availability of commodities and its quality at what amount and discounts it is available in the Big Bazaar.

Whereas with all these factors available in less or more quantity Kirana shop has an additional benefit of credit colored in red which is made available to the customers from the Kirana shops.

Influence of Advertisement on customers

This figure gives you a picture of influence of ad’s more or less on the customers of Big Bazaar as well as Kirana shops. The Advertisement effect influenced the customers according to their buying behavior has clearly visible after the project study. The study indicates that the Advertisement influence is more on the Kirana shop customers than the Big Bazaar Customers. Big Bazaar customers has a medium influence through advertisements, because the customers only see the ad’s when there is any Big Days happening at the store . But at the other end Kirana shop customers are influenced by the daily advertisements showing in between Television programmes.

Parameters of measuring consume r loyalty

In this chart we can understand very clearly the certain parameters on the basis of which the consumers are attracted and they show loyalty towards their retail outlet like the Big Bazaar customers are attracted towards the good ambience and affordable prices of the commodities available there

At the same time Kirana shop with its trust worthy character created out of consumers by its good conduct and attitude towards the customers bags the bonus point over its competitors.

FINDINGS

1. White collar employees more prefer Big bazaar for their purchases.

2. In the case of daily workers, they prefer the Kirana shops for their Purchases because of credit availability, loyalty and the closeness to the house.

3. The main reason for purchasing from Big bazaar is good service, availability of the products, discounts and offers.

4. The main difference in the customers is their ability to spending the money.

5. Most of the Kirana shop customers purchase the product below rupees 500 per purchase, but in the case of Big bazaar customers they are spending around rupees 1000 per purchase.

6. Some of the customers are not ready to purchase products like Dress materials, furniture, electronic items and rice from Big bazaar.

7. The customers are influenced by the advertisements.8. The customers are going to Kirana Shops for satisfying

their immediate needs.9. Customers are more preferring Kirana shops for saving

the time.

CONCLUSION

We, the marketing students conducted a survey among the

people who are living in Palakkad to understand the buying

pattern of customers, purchasing commodities from Big

Bazaar and Kirana shops.

Through the survey we could understand that the

consumers of the Big bazaar and Kirana shops have a lot of

parameters like income, availability of products, time,

quality of goods etc. for taking a decision.

According to these parameters they are purchasing from

Kirana Shops or from Big bazaar.

At last this survey helped us a lot to understand about the buying

behavior of the customers.