2. Dr. V. Antony Joe Raja
http://www.iaeme.com/IJM/index.asp 2 editor@iaeme.com
2. REVIEW OF LITERATURE
The researcher made an attempt to collect information from the prior researches and
relevant studies conducted in the area of life insurance and consumer behaviour so
that the important variables for the study could be identified and analyzed. The review
of literature has been presented in a summarised and precise manner.
Osbourne, Magz. , Retail shopper behaviour - Retailers adapt to local ways of
buying. ISSN: 2218-3280, Source: Campaign Asia-Pacific. Nov2010, p24-1NULL.
1p. [5]
The article presents suggestions on how retailers [1, 2] entering in India and China
can compete with established brands by developing an understanding of vastly
different consumer behavior [3]. Tesco Corp. has discovered that Asia’s shoppers
present a unique set of buying behaviors that challenge their traditional in-store
plans. A study reveals that 74 percent of supermarket customers in emerging markets
look for advice or demos as compared to 34 percent in developed regions.
Joung, Hyun-Mee. Materialism and clothing post-purchase behaviors Journal
of Consumer Marketing. 2013, Vol. 30 Issue 6, p530-537. 8p. DOI: 10.1108/JCM-
08-2013-0666.issn: 0736-3761 [7]
Purpose – The purpose of this paper is to investigate materialistic consumers’
apparel purchase, compulsive buying, environmental attitudes, and post purchase
behaviors regarding hoarding, disposing, and participation in recycling.
Design/methodology/approach Clothing is used to express the self. Materialistic
consumers tend to be young and highly involved with clothing, and purchase
compulsively and more than needed. They are more interested in getting possessions
than disposing of them. This study was designed to uncover materialistic consumers’
post-purchase behaviors. A survey questionnaire was developed and a total of 333
college students completed it in a classroom setting. Findings Results of a k-mean
cluster analysis suggested two groups (materialistic consumers and non-materialistic
consumers). Findings of independent t-tests indicated that materialistic consumers
had significantly higher scores for apparel purchase, compulsive buying, value-
oriented hoarding, and disposing, but lower scores for environmental attitudes than
did non-materialistic consumers. No difference was found in participation in
recycling between the two groups. Research limitations/implications – This study
suggests that marketing media should address benefits and ways to recycle and
educate consumers in sustainable consumption behaviors. Originality/value – Due to
the nature of fashion, clothing is easily adopted and quickly becomes obsolete.
Consumers easily dispose of clothing, which contributes to the increasing volume of
textile waste. Although consumers are encouraged to participate in recycling to
protect the environment, little research has focused on clothing post-purchase
behaviors. Materialistic consumers’ post-purchase behaviors regarding apparel
hoarding, disposing, and participation in recycling is a new research area.
Sangvikar, B. V.; Katole, Hemant J. A study of consumer purchase behavior in
organized retail outlets Journal of Business & Retail Management Research.
Oct2012, Vol. 7 Issue 1, p39-47 [8].
In this research paper researchers basically focused on behaviour of consumer
mainly on purchasing pattern in various store formats [10] and store preference on the
basis of product availability, spending pattern, consumers preferred store, sales man
services, and store layout. Researchers observed that the customers prefer retail
outlets because of price discount, followed by variety of products in the store and
3. A Study on Consumer Behaviour towards Big Bazaar, Chennai
http://www.iaeme.com/IJM/index.asp 3 editor@iaeme.com
convenience to the customer [6]. Researchers have also observed that departmental
stores are most popular amongst consumers [9]. Customers purchase behavior
varies with price and availability of products and customers spending pattern shrinks
due to poor quality of products.
Shen, Bin; Wang, Yulan; Lo, Chris K.Y.; Shum, Momoko. The impact of ethical
fashion on consumer purchase behavior. Journal of Fashion Marketing &
Management. 2012, Vol. 16 Issue 2, p234-245. 12p. DOI:
10.1108/13612021211222842 [12].
Purpose – The purpose of this paper is to examine the relationship between ethical
fashion and consumer purchase behavior [11] (their willingness to pay a premium
for ethical fashion), with the focus on consumers’ concerns and beliefs about, and
knowledge of, ethical fashion. Design/methodology/approach – A self-completion
questionnaire was administered to 109 respondents. Factor analysis and other
statistical analyses were applied to test hypotheses. Findings – The findings suggest
that consumer beliefs about ethical fashion, which are based on their perceptions of a
company in terms of its reputation in the fashion industry, influence their support for
what they perceive as socially and environmentally responsible businesses. Research
limitations/implications – The sample size, which is relatively small, is a limitation
for this research. The data were collected in Hong Kong, limiting findings to that
geographic region. Practical implications – An important implication is that
consumer education is essential to mitigate the prevailing throwaway culture and
raise consumer awareness of ethical issues facing the fashion industry. Thus, retailers
should take initiatives to educate consumers so as to ensure the success of their
newly-launched ethical fashion products. Originality/value – The paper proposes an
approach to clearly understand the impacts of ethical fashion on consumer purchase
behavior [13].
3. CONCEPTUAL FRAMEWORK OF THE STUDY
Customer behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer. Relationship marketing is an
influential asset for customer behaviour analysis as it has a keen interest in the re-
discovery of the true meaning of marketing through the re-affirmation of the
importance of the customer or buyer. A greater importance is also placed on consumer
retention, customer relationship management, personalization, customization and one-
to-one marketing. Social functions can be categorized into social choice and welfare
functions.
3.1. Problem recognition
Problem recognition results when a consumer recognizes a difference of sufficient
magnitude between what is perceived as the desired state of affairs and what is the
actual state of affairs, enough to arouse and activate the decision process.
Type of problem recognition:
• Routine problem
• Emergency 0blem
3.2. Information search
Once the consumer has recognized a problem, they search for information on products
and services that can solve that problem.
4. Dr. V. Antony Joe Raja
http://www.iaeme.com/IJM/index.asp 4 editor@iaeme.com
Sources of information include:
• Personal sources
• Commercial sources
• Public sources
• Personal experience
The relevant internal psychological process that is associated with information
search is perception. Perception is defined as ‘the process by which an individual
receives, selects, organizes, and interprets information to create a meaningful picture
of the world’
3.3. Information evaluation
At this time the consumer compares the brands and products that are in their evoked
set. How can the marketing organization increase the likelihood that their brand is part
of the consumer’s evoked (consideration) set? Consumers evaluate alternatives in
terms of the functional and psychological benefits that they offer. The marketing
organization needs to understand what benefits consumers are seeking and therefore
which attributes are most important in terms of making a decision.
3.4. Purchase decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase
decision. Sometimes purchase intention does not result in an actual purchase. The
marketing organization must facilitate the consumer to act on their purchase intention.
The organization can use variety of techniques to achieve this. The provision of credit
or payment terms may encourage purchase, or a sales promotion such as the
opportunity to receive a premium or enter a competition may provide an incentive to
buy now. The relevant internal psychological process that is associated with purchase
decision is integration. Once the integration is achieved, the organization can
influence the purchase decisions much more easily.
3.5. Post purchase evaluation
It is common for customers to experience concerns after making a purchase decision.
This arises from a concept that is known as “cognitive dissonance”. The customer,
having bought a product, may feel that an alternative would have been preferable. In
these circumstances that customer will not repurchase immediately, but is likely to
switch brands next time.
To manage the post-purchase stage, it is the job of the marketing team to persuade
the potential customer that the product will satisfy his or her needs. Then after having
made a purchase, the customer should be encouraged that he or she has made the right
decision. it is not effected by advertisement.
3.6. Internal influences
Consumer behaviour is influenced by: demographics, psychographics (lifestyle),
personality, motivation, knowledge, attitudes, beliefs, and feelings. Consumer
behaviour concern with consumer need consumer actions in the direction of satisfying
needs leads to his behaviour of every individual depend on thinking process
5. A Study on Consumer Behaviour towards Big Bazaar, Chennai
http://www.iaeme.com/IJM/index.asp 5 editor@iaeme.com
3.7. External influences
Consumer behaviour is influenced by: culture, sub-culture, locality, royalty, ethnicity,
family, social class, reference groups, lifestyle, and market mix factors. Consumer
behaviour theory prior to the Second World War was based on accepted economic
theory of the “rational man” model of decision making. The central idea of economics
is that people make decisions by weighing costs and benefits in a rational manner.
The consumer’s objective is therefore to select a set of product quantities that
maximize satisfaction (or utility), subject to available income. Utility in this context
means the ability of a product to meet functional needs. The consumer then expends
their income (budget) and selects specific amounts of the two products. Product prices
and income are predetermined and, consequently only the quantities of the two
products purchased are varied to maximize utility. Rational therefore means the
“explainable” processes of consumer behaviour.
Current approaches suggest that behavioral underpinnings in consumer decision
processes are beyond pure rational dimensions and stem from both innate and
acquired needs that involve a complex combination of conscious and unconscious
processes as well as rational and emotional factors.
4. METHODOLOGY
The research was based on a study of a sample, sized 110, using simple random
sample selected from the existing database of retail industry. The research included
collection of data from the primary sources using the research tool (questionnaire).
Final stage was to analyze, interpret and draw conclusions from the data collected
5. RESULTS AND DISCUSSION
The data collected from the consumer of big bazaar was analyzed using statistical
package software SPSS. The result are present in detail.
5.1. Demographic Details of the Customers
Table 1 Age of respondent
S. No Age of Respondent No of Respondents Percentage
1 Below 20 13 12
2 20-30 37 33
3 30-40 25 23
4 Above 40 35 32
Total 110 100
From the above Table that is inferred that 33% of the respondents are from the age
group of 20-30, 32% are above 40, 23% from 30-40 and the rest of the 12% from
below 20.
Table 2 Gender of the respondent
S. No Gender No of respondents Percentage
1 Male 66 60
2 Female 44 40
110 100
From the above Table that is inferred that 60% of the respondents are male, the
rest of the 40% are female.
6. Dr. V. Antony Joe Raja
http://www.iaeme.com/IJM/index.asp 6 editor@iaeme.com
Table 3 Marital status
S. No Marital status No of respondents Percentage
1 Married 71 65
2 Single 39 35
110 100
From the above Table that is inferred that 71% of the respondents are married, the
rest of the 39% are single.
Table 4 Income status
S. No Income No of respondent Percentage
1 Below 10000 15 14
2 10001-20000 32 29
3 20001-30000 25 23
4 Above 30000 38 34
Total 110 100
From the above Table that is inferred that 34% of the respondents are earning
above 30000, 29% are earning 10001-20000, 23% of the respondents are earning
20001-30000 and rest of the 14% of the respondents are earning below 10000.
Table 5 Occupations
S. No Occupation No of respondent Percentage
1 House wife 18 16
2 Private 32 29
3 Government 17 16
4 Business 30 27
5 Student 13 12
Total 110 100
From the above Table that is inferred that 29% of the respondents are private
employees, 27% are doing business, and 16% of the respondents are government
employees and house wife, and rest of the 12% of the respondents are students.
5.2. Reliability of Measurements
The reliability of the survey instrument was measured using reliability coefficient
Cronbach alpha. The Cronbach alpha value of the proposed scale were found to
comfortably well above the prescribed limit of the alpha score value of 0.6.
7. A Study on Consumer Behaviour towards Big Bazaar, Chennai
http://www.iaeme.com/IJM/index.asp 7 editor@iaeme.com
Table 6 Reliability and validity
S. No Questionnaire No. of items No. of cases Cronbach’s alpha score
1 Consumer behaviour 45 10 0.710
5.3. Chi-Square Test
Chi square test is a useful measure of comparing experimentally obtained result with
those expected theatrically and based on the hypothesis.
Table 7 Chi-square test Chi-Square Tests
Value Df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 5.329a
9 .805
Likelihood Ratio 6.314 9 .708
Linear-by-Linear Association 1.104 1 .293
N of Valid Cases 110
a. 7 cells (43.8%) have expected count less than 5. The minimum expected count is .95.
Since the significant value is 0.805 which is greater than the level of significance
0.05 the null hypothesis is accepted.
Thus there is no relationship between the family income earning by the customer
and mode of payment.
5.4. Rank correlation
The Spearman rank-order correlation coefficient (Spearman’s correlation, for short),
is a non-parametric measure of the strength and direction of association that exists
between two variables measured on at least an ordinal scale.
To measure the relationship among price, quality, variety, branded products,
exchange facility, staff knowledge and employee behaviour.
From the Table 8, we infer that there is a high positive correlation between the
positions obtained by the satisfaction level on price and quality. It is statistically
significant at 0.01 levels. There is no negative correlation.
5.5. Weighted Average
If all the weights are equal, then the weighted mean is the same as the arithmetic
mean while weighted means generally behave in a similar fashion to arithmetic
means, they do have a few counterintuitive properties, as captured for instance in
Simpson’s paradox.
From the above Table that is inferred that price less when compare to other store
so it will be in rank I and service is not good when compare to other store so it comes
in the last rank.
9. A Study on Consumer Behaviour towards Big Bazaar, Chennai
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Table 9 other stores comparison to big bazaar
RATINGS
Strongly
agreed
agreed neutral disagreed
Strongly
disagreed
Total
score
Weighted
average
Rank
Price 32 59 14 3 2 446 89.2 I
Variety 26 59 20 3 2 434 86.8 II
Quality 25 48 29 5 3 417 83.4 IV
Convenience 21 55 26 5 3 416 83.4 IV
Shopping
experience
24 51 29 5 1 422 84.4 III
Service 19 41 29 15 6 382 76.4 VI
6. CONCLUSION
The purchasing power of the consumer has also increased; giving rise to his wants and
needs. It is over here that big retail chains such as Big Bazaar come into picture
satisfying various consumer needs under one roof.
The customers are highly satisfied with the variety of products, but at the same
time they are not very happy with the quality and availability of branded products.
Big Bazaar has definitely succeeded in keeping up its image of a value for money
store, as its price has been rated positively. The promotions are not hitting the target.
Although Big Bazaar has been promoting their offers, most of the customers are
introduced to these only at the store.
Customers are delighted with the location of Big Bazaar as it is located in the most
intensely populated area of Chennai.
Big Bazaar has been successful in keeping up its promise of providing value for
money goods, but today customers look beyond price, such as quality, employee
behaviour, store atmosphere etc. Big Bazaar has scope for improvement in these
yields.
7. REFERENCE
[1] Donovan, R. J., Rossiter, J. R., Marcoolyn, G. and Nesdale, A. Journal of
retailing, store atmosphere and purchasing behavior, 70(3), 1994, pp. 283–294.
[2] Bloch, P. H. Journal of retailing, the shopping mall as consumer habit, 70(1),
1994, pp. 23–42.
[3] Nelson, P. Journal of Political Economy, information and consumer behaviour,
78(2), Mar.-Apr., 1970, pp. 311-329.
[4] Philip, K. Marketing management, 12th edn. Pearson education.
[5] Osbourne, M. Retail shopper behaviour − Retailers adapt to local ways of buying.
Campaign Asia-Pacific, Nov 2010, pp. 24
[6] Yavas, U. and Riecken, G. Heavy, Medium, Light Shoppers and Non-shoppers of
a Used Merchandise Outlet. Journal of Business Research, 9(3), Sep 1981,
pp.243-253.
[7] Joung, H. -M. Materialism and clothing post-purchase behaviors. Journal of
Consumer Marketing, 30(6), 2013, pp. 530-537. DOI: 10.1108/JCM-08-2013-
0666.
10. Dr. V. Antony Joe Raja
http://www.iaeme.com/IJM/index.asp 10 editor@iaeme.com
[8] Sangvikar, B. V. and Katole, H. J. A study of consumer purchase behavior in
organized retail outlets. Journal of Business & Retail Management Research,
7(1), Oct 2012, pp. 39-47.
[9] Anilkumar, N. and Joseph, J. Consumer Behaviour: Kitchen Durables. Journal of
Indian Management, 10(4), Oct-Dec 2013, pp. 24-38.
[10] Dr. Raja, V. A. J. Emerging Trends in Human Resource Management with
Special Focus on Outsourcing in Various Sectors. International Journal of
Management (IJM), 3(1), 2012, pp. 197-204.
[11] Somervuori, O. and Ravaja, N. Purchase Behavior and Psychophysiological
Responses to Different Price Levels. Psychology & Marketing, 30(6), Jun 2013,
pp. 479-489.
[12] Shen, B.; Wang, Y., Lo, C. K.Y. and Shum, M. The impact of ethical fashion on
consumer purchase behavior. Journal of Fashion Marketing & Management, Vol.
16(2), 2012, pp. 234-245.
[13] Nuttall, P. and Pervan, S. The Journal of consumer behaviour, 13, 2014.
![http://www.iaeme.com/IJM/index.asp 1 editor@iaeme.com
International Journal of Management (IJM)
Volume 6, Issue 7, Jul 2015, pp. 01-10, Article ID: IJM_06_07_001
Available online at
http://www.iaeme.com/IJM/issues.asp?JTypeIJM&VType=6&IType=7
ISSN Print: 0976-6502 and ISSN Online: 0976-6510
© IAEME Publication
___________________________________________________________________________
A STUDY ON CONSUMER BEHAVIOUR
TOWARDS BIG BAZAAR, CHENNAI
Dr. V. Antony Joe Raja
HOD, Department of Management, Sri Muthukumaran Institute of Technology,
Near Mangadu, Kunrathur Rd,
Chikkarayapuram, Chennai, Tamil Nadu 600069
ABSTRACT
Consumer behaviour helps to identify the behaviour of the consumer upon
that product and also for the market. The main objective of the study is to find
the overall consumer behaviour. Data from the customers visiting big bazaar
were collected as population study. The primary data was obtained through
questionnaire and secondary data from the company records and through
internet. The purpose of the survey process is to analyze the consumer
behaviour of big bazaar. In order to achieve a competitive position in the
market. The research work will propose a true idea that identifies key factors
which are of great importance to customers. From the analysis it was found
that the big bazaar satisfying consumer needs and wants.
Key words: Consumer, Consumer Behaviour and Importance to Customer.
Cite this Article: Dr. Raja, V. A. J. A Study on Consumer Behaviour towards
Big Bazaar, Chennai. International Journal of Management, 6(7), 2015, pp.
01-10. http://www.iaeme.com/IJM/issues.asp?JTypeIJM&VType=6&IType=7
_____________________________________________________________________
1. INTRODUCTION
In the words of Philip Kotler, a leading Marketing Guru; “The term consumer
behaviour is defined as the behaviour that consumer display in searching for,
purchasing using, evaluating and disposing of products and services that they expect
will satisfy their needs” [4].
Consumer behaviour is the study of when, why, how, and where people do or do
not buy products, It blends elements from psychology, sociology, social anthropology
and economics. It attempts to understand the buyer decision making process, both
individually and in groups. It studies characteristics of individual consumers such as
demographics and behavioral variables in an attempt to understand people’s wants. It
also tries to assess influences on the consumer from groups such as family, friends,
reference groups, and society in general.](https://image.slidesharecdn.com/ijm0607001-150820075612-lva1-app6891/85/Ijm-06-07_001-1-320.jpg)
![Dr. V. Antony Joe Raja
http://www.iaeme.com/IJM/index.asp 2 editor@iaeme.com
2. REVIEW OF LITERATURE
The researcher made an attempt to collect information from the prior researches and
relevant studies conducted in the area of life insurance and consumer behaviour so
that the important variables for the study could be identified and analyzed. The review
of literature has been presented in a summarised and precise manner.
Osbourne, Magz. , Retail shopper behaviour - Retailers adapt to local ways of
buying. ISSN: 2218-3280, Source: Campaign Asia-Pacific. Nov2010, p24-1NULL.
1p. [5]
The article presents suggestions on how retailers [1, 2] entering in India and China
can compete with established brands by developing an understanding of vastly
different consumer behavior [3]. Tesco Corp. has discovered that Asia’s shoppers
present a unique set of buying behaviors that challenge their traditional in-store
plans. A study reveals that 74 percent of supermarket customers in emerging markets
look for advice or demos as compared to 34 percent in developed regions.
Joung, Hyun-Mee. Materialism and clothing post-purchase behaviors Journal
of Consumer Marketing. 2013, Vol. 30 Issue 6, p530-537. 8p. DOI: 10.1108/JCM-
08-2013-0666.issn: 0736-3761 [7]
Purpose – The purpose of this paper is to investigate materialistic consumers’
apparel purchase, compulsive buying, environmental attitudes, and post purchase
behaviors regarding hoarding, disposing, and participation in recycling.
Design/methodology/approach Clothing is used to express the self. Materialistic
consumers tend to be young and highly involved with clothing, and purchase
compulsively and more than needed. They are more interested in getting possessions
than disposing of them. This study was designed to uncover materialistic consumers’
post-purchase behaviors. A survey questionnaire was developed and a total of 333
college students completed it in a classroom setting. Findings Results of a k-mean
cluster analysis suggested two groups (materialistic consumers and non-materialistic
consumers). Findings of independent t-tests indicated that materialistic consumers
had significantly higher scores for apparel purchase, compulsive buying, value-
oriented hoarding, and disposing, but lower scores for environmental attitudes than
did non-materialistic consumers. No difference was found in participation in
recycling between the two groups. Research limitations/implications – This study
suggests that marketing media should address benefits and ways to recycle and
educate consumers in sustainable consumption behaviors. Originality/value – Due to
the nature of fashion, clothing is easily adopted and quickly becomes obsolete.
Consumers easily dispose of clothing, which contributes to the increasing volume of
textile waste. Although consumers are encouraged to participate in recycling to
protect the environment, little research has focused on clothing post-purchase
behaviors. Materialistic consumers’ post-purchase behaviors regarding apparel
hoarding, disposing, and participation in recycling is a new research area.
Sangvikar, B. V.; Katole, Hemant J. A study of consumer purchase behavior in
organized retail outlets Journal of Business & Retail Management Research.
Oct2012, Vol. 7 Issue 1, p39-47 [8].
In this research paper researchers basically focused on behaviour of consumer
mainly on purchasing pattern in various store formats [10] and store preference on the
basis of product availability, spending pattern, consumers preferred store, sales man
services, and store layout. Researchers observed that the customers prefer retail
outlets because of price discount, followed by variety of products in the store and](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)