FINAL PROJECT REPORTONA STUDY ON CONSUMER BEHAVIOUR REGARDING ORGANIZEDRETAIL SECTOR WITH SPECIAL REFERENCE TO SPENCERSSubmitte t! Pu"#$b Te%&"i%$' U"i(e)*it+ i" ,$)ti$' -u'-i''me"t !-t&e )e.ui)eme"t -!) t&e e/)eeO-BACHELOR !- Bu*i"e** Ami"i*t)$ti!"Specialization- MarketingB+RAMAN MA0ARR!'' "!1 23454332667DESH BHAGAT INSTITUTE OF ENGG1 AND MGT 849:4;1 CERTIFICATE This is to certify that the project report entitled, Study on consumer behaviour regarding organized retail sector with special reference to Spencers submitted for the partial fulfilment of the requirement for the degree of BBA, (Major- Mareting, Minor ! "inance# for the $unjab Technical %ni&ersity, 'allandhar, is a bonafide research (or carried out by )AMA* MA+A), roll no(,-./.--,001# to the best of my no(ledge and no part of this project has been submitted for any other degree2 This assistance and help recei&ed during the course of in&estigation ha&e been fully acno(ledged2 !ro"ect #uide $%%%%%%&

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AC0NOWLEDGEMENT3n the occasion of completion and submission of project, 4 (ould lie to e5press my deep sense of gratitude to 6'-4MT for pro&iding me $latform of management studies2 4 than to our 7irector 7r2 A893+ 6%$TA , and "aculty members for their moral support during the project24 am too glad to gi&e my special thans to my project guide M)::::::2 for pro&iding me an opportunity to carryout project on, A 8T%7; 3* 43%) )=6A)74*6 3)6A*4?=7 )=TA4@ 8=? *ifference beteen the desired state and the actual condition")!ample& By seeing a commercial for a ne pair of shoes, stimulates your recognition that you need a ne pair of shoes" +unger stimulates your need to eat"INFORMATION SEARCH>? #nternal Search&---Memory )!ternal Search& --- ,riends and (elatives6A successful information search leaves a buyer ith possible alternatives, the evoked set" )!ample& +ungry, ant to go out and eat, evoked set isChinese food #ndian food Burger king EVALUATION OF ALTERNATIVES >? -eed to establish criteria for evaluation, features the buyer ants or does not ant"(ank.eight alternatives" )!ample& #f you ant to eat something spicy, then #ndian food gets the highest rank etc/ PURCHASE DECISION >?Choose buying alternative, includes product, package, store, method of purchase etc PURCHASE >?May differ from decision, time lapse beteen purchase decision and the actual purchase, product availability" POST?PURCHASE EVALUATION >?#t is the outcome Satisfaction or *issatisfaction" %his can be reduced by arranties, after sales communication etc")!ample&After eating an #ndian meal, you may think that really you anted a Chinese meal instead" TYPES OF CONSUMER BUYING BEHAVIOR >?%here are four types of consumer buying behavior, they are &(outine (esponse.'rogrammed Behavior 0imited *ecision Making)!tensive *ecision Making #mpulse buying 7ROUTINE RESPONSECPROGRAMMED BEHAVIOR >?Buying lo involvement, fre1uently purchased, lo cost items" )!amples &Soft drinks, snack foods, milk etc" LIMITED DECISION MA0ING >?

Buying product occasionally" %hat is hen you need to obtain information about unfamiliar brand in a familiar product category" )!ample& Clothes--kno product class but not the brand" E?Comple! high involvement, unfamiliar, e!pensive and infre1uently bought products" Spend a lot of time seeking information and deciding" +igh degree of risk")!ample& Cars, homes, computers, education" IMPULSE BUYING&- -o conscious planning" %he purchase of the same product does not alays elicit the same Buying Behavior" 'roduct can shift from one category to the ne!t",or e!ample&-2oing out for dinner for one person may be e!tensive decision making 3for someone that does not go out often at all4, but limited decision making for someone else" %he reason for the dinner, hether it is an anniversary celebration, or a meal ith a couple of friends ill also determine the e!tent of the decision making" 841INTRODUCTIONTORETAILINDUSTRY%he #ndian retail market, hich is the fifth largest retail destination globally, as ranked second after 5ietnam as the most attractive emerging market for investment in the retail sector by A% 6earney$s seventh annual 2lobal (etail *evelopment #nde! 32(*#4, in 7889" %he share of retail trade in the country$s gross domestic product 32*'4 as beteen 9:;8 per cent in 788 ?;; billion, and is poised to gro to =S> 9@@ billion by 78;@" Arganized retail that currently accounts for less than ? per cent of the total retail market is e!pected to register a compound annual groth rate 3CA2(4 of B8 per cent and sell to =S> ;8< billion by 78;@" %he consumer spending in #ndia has increased by an impressive