SANDIP BAISANE 8NBNS088

8/7/2019 SANDIP BAISANE 8NBNS088

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A

INTERIAM REPORT

On

³A study on consumer buying behavior of customer belonging

to different income group in big bazaar with special referenceto Nasik´

Submitted To Submitted By

Mr. Faisal Kadari Sandip Khandu Baisane8NBNS088

ICFAI NATIONAL COLLEGE NASHIK



INTRODUCTION

To understand the purchasing patterns of customer¶s nature andexamine the external factors that influences their buying behavior.

It is the process of responding to stimuli. Consumer buying is

to do with the activities of individual in obtaining and using the

goods and services .It encompasses the decision making process that

proceeds and determine purchases. Consumer buying is not easy.Consumer may state their needs and wants but acts otherwise. They

may respond to influences that change their mind at the last minute.

Thus, consumer buying behavior plays a crucial in determining

the success and growth of retail stores and understanding consumer

behavior is a prime factor for successful formulation of a retailingstrategy.

Today the buyer¶s has become the focal point of all industry.

Hence a study of buying behavior is being very important to

understand what the needs are and requirement of consumer¶s which

is one of the essential factors for success of organization.



PURPOSE

To get an idea about the attitude of different incomegroup towards The purchasing pattern in Big Bazaar, Nasik.

To find out the consumer buying behavior of differentincome people in Big Bazaar with a sample of 120...

To get an information from customer about why they prefer Big Bazaar ,what change they think should bedone in Big Bazaar to satisfy their needs andrequirement, Whether the prices are reasonable ,cheapor costly, Are people attracted by the various offer¶sor not etc



NATURE OF THE PROJECT In the beginning I have collected the secondary data about Big

Bazaar from the internet and visited the mall and had taken interviewof sales personal and the Customer

Designed a questionnaire to find out the information about theconsumer buying behavior of different income people in Big Bazaar in Nasik.

To collect the primary data with the help of questionnaire and to

analyze the result using bar graph method technique.

To find out the proportion of which income group shows high buying behavior with respect to the sample taken.



OBJECTIVES

To understand the consumer¶s response and reaction to various

promotional activities implemented in retail store.

To know the motive behind buying product.

To get an idea about the changing pattern of Indian consumer.

To find out the buying behavior of consumer belonging to

different Income group.

To get an idea about the attitude of different income grouptowards the Purchasing pattern in retail.

To know the purchase behavior of the consumers in the area of

study.



LITERATURE REVIEW

According to Schiff man and Kanuk (2003),´The process of consumer decision ±making can be viewed as threedistinct but the interlocking stages: the process stage, and theoutput stage ´.The process stage of the model focuses on howconsumers make decisions. The psychological factors inherent

in each individual affect how the external inputs from the inputstage influence the consumer¶s recognition of a need pre-

purchase search for information and evaluation of alternative.The input stage influences the consumer¶s recognition of a

product need and consists of two major sources of information ±the external sociological influences on the consumer all

affects what consumer purchase.According to Bansal and Dhaka (2006) ,research studies

shows customer are more conscious about their personalappearance then men customer belonging to different incomegroup .This makes them the target customer of advertisers.



RESEARCH METHODOLOGY

Primary data:

Primary data is collected directly from respondents using datacollection methods like Survey conducted with the help of structuredQuestionnaire as an instrument of research and getting feedback to

compare the consumer buying behavior of different income people in Nasik.

Personal interview of store manager, salesperson and customer.

Direct visit to Big Bazaar.

Secondary data:

Website: www.bigbazaar.com www.google.co.in.

Book of retail Management

Articles from Advertisement Express

Reference Book(Consumer Behavior Approaches and Applications)



PROGRESS REPORT

I have collected the relevant information about Big Bazaar from

the internet and prepared a questionnaire for primary data collection.

I went to the Big Bazaar and interviewed few sales personal and tried

to get some information by directly asking question to some of the

customer.

The information provided by sales personal depicts that mostly

upper middle class people prefer to come to Big Bazaar due to

reasonable prices and convenient location of Big Bazaar from their

places. The customer told that they are happy with the friendly

service provided by the salesperson but they want the prices should

be brought down and more varieties should be kept in the Big

Bazaar.

Mostly people come to food bazaar which is all time crowded with

people of all income group .It is one of the most preferred section.



CONSUMER BUYING BEHAVIOR

FACTORS Ability to buy

the financial ability of a consumer to purchase a good. Thus the

buying power of a consumer is determined by factors such as the

consumer¶s disposable income, asset position and available credit.

Willingness to buy

Though the consumer may have enough income to purchase a

product, he may not buy the product because he is not interested.

Authority to buy

Apart from ability and willingness to buy a product, a consumer

should possess the authority to buy a product .Such authority may be

formal and informal.



WHAT CONSUMER BUYProduct tangibility

A products Tangibility is based on its physical and

materials properties that enable the customer to touch or feel it.

Product durability

The durability of a product is the capability of a product toendure or to last .Based on the useful life span of a product,

some products are durable and others are non-durables.

Product availability

Depending on the level of availability expected by theconsumers, products can be put into three categories:

y Convenience products

y Shopping products

y Specialty products



LIMITATION

Problems may come in data collection due to wrong response or incorrect information given by the customer.

Customer may refuse to answer the questionnaire due to non-availability of time.

The interest and honesty of respondent in answering thequestionnaire.

As the survey was limited to College Road, Nasik only, findings maynot be applicable to all.

Answers of the questionnaire depend upon the belief of customers,which may differ from the reality.



THANK YOU

SANDIP BAISANE 8NBNS088

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