A STUDY ON BUYING BEHAVIOR OF CUSTOMERS AT BIG BAZAAR

Abstract

The shopping habits and purchase patterns of the Indian consumer have seen a drastic change in the past decade. This research aims at identifying the profile of this new Indian consumer, how they purchase, what are the factors that influence their consumer behavior towards Big Bazaar (shopping malls) and how do they choose their shopping destination. This study will reveal the purchase pattern of the consumers of Big Bazaar. Big Bazaar is India’s largest hypermarket chain that offers fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods, electronics, toys, footwear, men's and women's apparel, accessories such as sunglasses, watches, and handbags, luggage, fruits, vegetables, and stationary products. The company sells its products through its retail stores located nationwide. As customer’s tastes and preferences are changing, the market scenario is also changing from time to time. Today’s market scenario is very different from that of the market scenario before 1990. There have been many factors responsible for the changing market scenario. It is the changing tastes and preference of customer which has bought in a change in the market. Income level of the people has changed; life styles and social class of people have completely changed now than that of olden days. There has been a shift in the market demand in today’s world. Today we can see a new era in market with the opening up of many departmental stores, hyper market, shopper’s stop, malls, branded retail outlets and specialty stores. In today’s world shopping is not any more tiresome work rather it’s a pleasant outing phenomenon now. The study is on determining the customer’s buying behavior in big bazaar and the satisfaction level of customers in big bazaar. The study is based on a survey done on customers of a hypermarket named big bazaar. The study will find out the current status of big bazaar and determine where it stands in the current market. Thereby recommending how can Big Bazaar position itself better in the minds of its consumers and paving a way for further research.