1. Factors influences consumer behavior towards
multi brand outlets
Submitted to Submitted by
Prof. L.K. Vaswani Vishal Atul Darandale (11201051)
Shivshankar Biradar (11201014)
Satyaranjan Suar (11201041)

2. EXECUTIVE SUMMARY
The project is done by Satyranjan Suar, Vishal Atul Darandale, and Biradar
Shivshankar for the fulfillment of Marketing Management subject which is
assigned for 2 credits in the MBA-RM program.
The project title was “factors influencing consumer behavior towards multiband
outlet”. For the study the Big Bazaar (Patia, BBSR) is taken as the study location,
which is a eminent multi brand outlet for the consumers of Bhubaneswar.
Objective of the study was “To find out the important factor that influences
consumer behavior towards multi brand outlet”. To achieve the objective 14
influencing factors are taken as the parameters.
Required data was collected by formal questionnaires. Accessibility, Quality
comparison, Variety, Availability of new products, Window shopping, Good
packaging, Credit card, facilities Schemes ,Time pass, Price Recommendation,
from friends and relatives, Former experience, Availability of specific brands
which are not available anywhere in city, Influencing by Advertising.

3. Table of Content
Contents
CHAPTER 1 .................................................................................................................................................... 6
INTRODUCTION ............................................................................................................................................. 6
1.1 OBJECTIVE ........................................................................................................................................... 7
CHAPTER 2 .................................................................................................................................................... 8
METHODOLOGY ............................................................................................................................................ 8
2.1 Sampling .............................................................................................................................................. 8
2.2 Primary data collection ....................................................................................................................... 8
2.3 Analysis ............................................................................................................................................... 8
2.4 Dissemination ..................................................................................................................................... 8
CHAPTER 3 .................................................................................................................................................... 9
FINDINGS AND ANALYSIS .............................................................................................................................. 9
3.1 Accessibility of BIG BAZAR .................................................................................................................. 9
3.2 Quality of Comparison ...................................................................................................................... 10
3.3. Variety of product ............................................................................................................................ 11
3.4 Availability of new product ............................................................................................................... 12
3.5 Window Shopping ............................................................................................................................. 13
3.6 Good Packaging................................................................................................................................. 14
3.7 Credit card Facility ............................................................................................................................ 15
3.8 Scheme ............................................................................................................................................. 16
3.9 Time Pass .......................................................................................................................................... 17
3.10 Price................................................................................................................................................ 18
3.11 Recommendation by friends/ relatives .......................................................................................... 19
3.12 Former Experience .......................................................................................................................... 20
3.13 Specific Brand.................................................................................................................................. 21
3.14 Influencing by Advertising............................................................................................................... 22
3.15 Combine effect of all influencing factor ......................................................................................... 23
Chapter 4..................................................................................................................................................... 28
CONCLUSION............................................................................................................................................... 28

4. Table
Table 3.1 : Grid and consumer responses towards accessibility .................................................................. 9
Table 3.2 Grid and consumer responses towards Quality Comparison..................................................... 10
Table: 3.3 Variety of Product ...................................................................................................................... 11
Graph: 3.4 Availability of new product ....................................................................................................... 12
Table: 3.4 Grid and consumer responses towards Availability of new product ......................................... 12
Table: 3.5 Grid and consumer responses towards Window shopping ....................................................... 13
Table 3.6 Grid and consumer responses towards Good Packaging ............................................................ 14
Table: 3.7 Grid and consumer responses towards Credit card facility ....................................................... 15
Table 3.8 Grid and consumer responses towards Schemes ....................................................................... 16
Table 3.9 Grid and consumer responses towards Time Pass...................................................................... 17
Table 3.10 Grid and consumer responses towards Price............................................................................ 18
Table 3.11 Grid and consumer responses towards Recommendation by friends/ relatives ..................... 19
Table 3.12 Grid and consumer responses towards Former experience .................................................... 20
Table 3.13 Grid and consumer responses towards Specific Brand ............................................................ 21
Table 3.14 Grid and consumer responses towards Influencing by Advertising ......................................... 22
Table: 3.15 Combine effect of all influencing factor ................................................................................... 23
Chart
Chart: 3.15 Not Important influencing factors against perception ............................................................ 24
Chart 3.16 Less Important........................................................................................................................... 25
Chart: 3.17 Important ................................................................................................................................. 26
Chart: 3.18 Very Important ......................................................................................................................... 27
Graphs
Graph: 3.1 Accessibility of BIG BAZAAR ........................................................................................................ 9
Graph: 3.2 Quality Comparisons ................................................................................................................. 10
Graph: 3.3 Variety of Product ..................................................................................................................... 11
Graph: 3.4 Availability of new product ....................................................................................................... 12

5. Graph: 3.5 Window shopping ..................................................................................................................... 13
Graph:3.6 Good Packaging.......................................................................................................................... 14
Graph: 3.7 Credit card facility ..................................................................................................................... 15
Graph: 3.8 Schemes .................................................................................................................................... 16
Graph: 3.9 Time pass .................................................................................................................................. 17
Graph: 3.10 Price ........................................................................................................................................ 18
Graph: 3.11 Recommendation by friends/ relatives .................................................................................. 19
Graph: 3.12 Former Experience .................................................................................................................. 20
Graph:3.13 Specific Brand.......................................................................................................................... 21
Graph: 3.14 Influencing by Advertising....................................................................................................... 22
Graph: 3.15 Not Important influencing factors against perception ........................................................... 24
Graph 3.16 Less Important......................................................................................................................... 25
Graph: 3.17 Important ................................................................................................................................ 26
Graph 3.18 Very Important ......................................................................................................................... 27

6. CHAPTER 1
INTRODUCTION
There is nobody in the world that is left out of the class of consumers. The
consumer hood continues till one’s last breath in the world.
The consumer purchases a variety of goods and services to satisfy his wants and he
is always influenced in his purchasing activities by some considerations which lead
him to select a particular commodity or a particular retail store in preference to
others. So, consumer buying is more complex. Consumer purchases are likely to be
influenced by physiological, psychological and sociological factors. The
commodities and services are brought by the consumer to satisfy his basic needs,
for comfort, pleasure, recreation and happiness. Every individual has physiological
need such as hunger, shelter, thirst, etc., which have to be satisfied for survival.
The psychological factors like status prestige and social factors like friends,
neighbors, job and relatives influence their purchasing activities.
People bear certain beliefs and attitudes towards certain types of goods, brands of
commodities and retail outlets based on their previous experience. When there is a
need, they are able to discover some new commodities capable of satisfying their
needs. Before the commodities and brands are selected, these commodities must
compete successfully against alternatives in the market. The selection of a
particular commodity becomes important for consumer since there are wide
varieties of consumer goods in the market. Again selection of a particular
commodity depends on income of the consumer and necessity of the product to the
individual. Before the selection of the commodity purchased, an individual
requires information regarding the various sources of supply of the commodity, its
brands, relative merits and demerits, uses and value of their characteristic features

7. and services offered. The common sources through which individual gathers
information are from advertising media (television, radio and news papers),
friends, retailers in the locality, displays in shops.
1.1 OBJECTIVE
To find out the important factors that influences consumer behavior towards multi
brand outlets.

8. CHAPTER 2
METHODOLOGY
2.1 Sampling
Project area is selected by convenient sampling. By this way BIG BAZAAR
is taken as the project area.
As the universe is not defined so a sample size of 30 respondents is taken.
The respondents are selected by perfect random sampling. Criteria for the
respondents are they must go to Big Bazaar frequently for shopping.
2.2 Primary data collection
The report is based on primary data. To collect the data formal
questionnaires are used. The respondents are asked to fill up the
questionnaire form by themselves.
2.3 Analysis
After collection of the data analysis is done by the Microsoft excel software.
The comparison is made by different charts and functions of statistics.
2.4 Dissemination
At the last the report is written according to the findings of the assigned
project and disseminated.

9. CHAPTER 3
FINDINGS AND ANALYSIS
3.1 Accessibility of BIG BAZAR
Accessibility is a major factor for the consumers for choosing the Big Bazaar.
Perception towards the convenience to reach the outlet is tested here which shows
that 17 out of 30 consumers says that it’s important. As there are many such outlets
in the city it’s easy to any consumer to choose any other outlet.The below chart
makes degree towards this perception visualize.
Graph: 3.1 Accessibility of BIG BAZAAR
Accessibility of BIG BAZAAR
20
No. of Respondent
15
10
5
0
Not Important Less Important Important Very Important
Table 3.1 : Grid and consumer responses towards accessibility
Grid Accessibility
Not Importance 0
Less Important 7
Important 17
Very Important 6

10. 3.2 Quality of Comparison
Quality comparison between different brands is important from the consumer’s
point of view. As the multiband outlet provides this facility so it’s an important
factor that influences the consumers towards it.
The above statement is proved by the given chart which shows that 63%
respondents says that it is important for choosing the outlet.
Graph: 3.2 Quality Comparisons
Quality Comparison
20
18
16
No. of Respondent
14
12
10
8
6
4
2
0
Not Important Less Important Important Very Important
Table 3.2 Grid and consumer responses towards Quality Comparison
Grid Quality Comparison
Not Important 1
Less Important 3
Important 19
Very Important 7

11. 3.3. Variety of product
Availability of variety of products makes a outlet more convenient for any
consumer to purchase all the required goods from one place which saves their time,
money and effort for searching them.
From the chart shown here we can conclude that 50% of the consumers’ variety Is
very important. 24% says that it’s important and so on as in the chart. Which is a
evidence for showing the degree of importance of the factor.
Graph: 3.3 Variety of Product
Variety of Product
16
14
12
No. of Respondent
10
8
6
4
2
0
Not Important Less Important Important Very Important
Table: 3.3 Grid and consumer responses towards variety of product
Grid Variety of product
Not Important 2
Less Important 5
Important 8
Very Important 15

12. 3.4 Availability of new product
Generally the new products introduced on the market are available in these
multiband outlets before than the Kirana stores. So consumers prefer the outlet to
get the new product rather than searching it from the market.
The given chart and table makes this perception clear. Here the degree of
importance of the factor is given. Maximum that is 50% of the respondent said that
it is important for them.
Graph: 3.4 Availability of new product
Availability of new product
16
14
No. of Respondent
12
10
8
6
4
2
0
Not Important Less Important Important Very Important
Table: 3.4 Grid and consumer responses towards Availability of new product
Availability of
Grid new product
Not Important 4
Less Important 1
Important 15
Very Important 10

13. 3.5 Window Shopping
Many consumers go to the multiband outlets without any definite objective to
purchase something. As there are all products in the display they take anything
which attracts them. This concept is called the window shopping which drags the
consumers towards a multi brand outlet. In the given chart maximum respondent
i.e. 40% said that it is very important to them. So, multiband outlet changes a
typical buyer to a shopper.
Graph: 3.5 Window shopping
Window shopping
14
12
No. of Respondent
10
8
6
4
2
0
Not Important Less Important Important Very Important
Table: 3.5 Grid and consumer responses towards Window shopping
Grid Window shopping
Not Important 2
Less Important 5
Important 11
Very Important 12

14. 3.6 Good Packaging
Fascinating and strong packages makes the consumer attract towards the products.
Although it doesn’t effect in selling to a great extent but makes the customer happy
after selling. Packaging may make the customer loyal because it adds the value to
some extent.
Here 39% said that this is important. 24 % of the respondents said that its very
important.
Graph:3.6 Good Packaging
Good Packaging
14
12
No. of Respondent
10
8
6
4
2
0
Not Important Less Important Important Very Important
Table 3.6 Grid and consumer responses towards Good Packaging
Grid Good Packaging
Not Important 3
Less Important 6
Important 13
Very Important 8

15. 3.7 Credit card Facility
In the modern era people are preferring card swapping rather than the cash
transactions. In the multi brand outlets swapping facility attracts people more. It
makes the customers easy to transact that much amount which is required.
The given chart shows the degree of importance of this facility. 40% customers
said that it is important, which is maximum. For 30 % of the customers it is
important.
Graph: 3.7 Credit card facility
Credit card facility
14
12
No. of Respondent
10
8
6
4
2
0
Not Important Less Important Important Very Important
Table: 3.7 Grid and consumer responses towards Credit card facility
Grid Credit card facility
Not Important 1
Less Important 8
Important 9
Very Important 12

16. 3.8 Scheme
Always there are new schemes available for sales promotion in the Big Bazaar.
The discounts and offers available in the out let is a major factor to influence the
customers to prefer the outlet.
51% of the respondents said that it is very important. Which shows to what extent
this factor is important.
Graph: 3.8 Schemes
Schemes
18
16
14
12
No. of Respondent
10
8
6
4
2
0
Not Important Less Important Important Very Important
Table 3.8 Grid and consumer responses towards Schemes
Grid Schemes
Not Important 3
Less Important 5
Important 5
Very Important 17

17. 3.9 Time Pass
Many people visit to the nearby mall to pass their leisure time. Youth prefer to go
to the multi brand outlet to pass their time. But from the analysis maximum people
said that this is not a important factor to go to the Big Bazaar. 39% people said that
this is not important which is maximum where as 24% said that is very important.
Graph: 3.9 Time pass
Time pass
14
12
No. of Respondent
10
8
6
4
2
0
Not Important Less Important Important Very Important
Table 3.9 Grid and consumer responses towards Time Pass
Grid Time pass
Not Important 13
Less Important 4
Important 5
Very Important 8

18. 3.10 Price
Price is a major factor for the consumers for choosing the Big Bazaar. Perception
towards the price at the outlet is tested here which shows that 50% consumers say
that it’s important. Products are available at various prices in Big Bazaar so that
many consumers gets attracted to such outlets.
Graph: 3.10 Price
Price
16
14
12
No. of Respondent
10
8
6
4
2
0
Not Important Less Important Important Very Important
Table 3.10 Grid and consumer responses towards Price
Grid Price
Not Important 2
Less Important 6
Important 15
Very Important 7

19. 3.11 Recommendation by friends/ relatives
Many people prefer to purchase goods from multi brand outlets as they are
recommended for purchase goods from their friends and relatives. Near about 36%
people purchase goods from big bazaar on recommendation by friends and
relatives.
Graph: 3.11 Recommendation by friends/ relatives
Recommendations by friends/ Relatives
12
10
No. of Respondent
8
6
4
2
0
Not Important Less Important Important Very Important
Table 3.11 Grid and consumer responses towards Recommendation by friends/ relatives
Recommendations by
Grid friends
Not Important 7
Less Important 8
Important 11
Very Important 4

20. 3.12 Former Experience
People give less important for former experience of purchase goods from Big
Bazaar as they are mainly attracted from many other things such as price, discount
and all that. Near about 43% people gives less important to former experience for
purchase from this type of outlets.
Graph: 3.12 Former Experience
Former Experience
14
12
No. of Respondent
10
8
6
4
2
0
Not Important Less Important Important Very Important
Table 3.12 Grid and consumer responses towards Former experience
Grid Former Experience
Not Important 6
Less Important 13
Important 7
Very Important 4

21. 3.13 Specific Brand
As Big Bazaar is the multi brand outlet means all the brand are available at one
place. Consumer can choose specific brand from all these brands available at Big
Bazaar and for that he need not require to go to specific brand showroom or shop.
A 50% person out of 30 people gives very much important to this thing to save
their time, money.
Graph:3.13 Specific Brand
Specific Brand
16
14
12
No. of Respondent
10
8
6
4
2
0
Not Important Less Important Important Very Important
Table 3.13 Grid and consumer responses towards Specific Brand
Grid Specific Brand
Not Important 3
Less Important 4
Important 8
Very Important 15

22. 3.14 Influencing by Advertising
As advertising is more important thing in promotion of product and goods. Due to
this type of promotion more people gets attract towards Big Bazaar and also gets
strongly influencing due to advertising. A 36 % people give very much importance
to this attribute as they are mainly influencing by advertisement.
Graph: 3.14 Influencing by Advertising
Influencing by Advertising
14
12
No. of respondent
10
8
6
4
2
0
Not Important Less Important Important Very Important
Table 3.14 Grid and consumer responses towards Influencing by Advertising
Grid Influencing by Advertising
Not Important 6
Less Important 6
Important 5
Very Important 13

23. 3.15 Combine effect of all influencing factor
Below table shows that preference of people towards various influencing factors in
according with specified Grid points such as not importance to very importance.
Table: 3.15 Combine effect of all influencing factor
Not Less
Influencing Factor Importance Important Important Very Important
Accessibility 0 7 17 6
Quality Comparison 1 3 19 7
Count of Variety 2 5 8 15
Availability of new
product 4 1 15 10
Window shopping 2 5 11 12
Good Packaging 3 6 13 8
Credit card facility 1 8 9 12
Schemes 3 5 5 17
Time pass 13 4 5 8
Price 2 6 15 7
Recommendations 7 8 11 4
Former Experience 6 13 7 4
Specific Brand 3 4 8 15
Influencing by
Advertising 6 6 5 13

24. Graph: 3.15 Not Important influencing factors against perception
Not Importance perception againt factor
14
No. of Respondent
12
10
8
6
4
2
0
Influencing factor
Chart: 3.15 Not Important influencing factors against perception
Accessibility Not Importance Count of
Variety
0%
Influencing by Quality Comparison 4% Availability of new
Advertising 2%
product
11% 7%
Specific Brand
6% Window shopping
4%
Good Packaging
Former 6%
Credit card facility
Experience
2%
11% Schemes
6%
Recommendations Time pass
13% 24%
Price
4%

25. Graph 3.16 Less Important
Less Important
14
No. of respondent
12
10
8
6
4
2
0
influencing factors
Chart 3.16 Less Important
Influencing by
Advertising
Less Important
7% Accessibility
Quality Comparison
9%
Specific Brand 4%
5%
Count of Variety
6%
Availability of
new product
Former 1%
Experience Window shopping
16% 6%
Good Packaging
8%
Recommendations
Price
10%
7% Credit card facility
10%
Time pass Schemes
5% 6%

26. Graph: 3.17 Important
Important
20
18
16
No. of respondent
14
12
10
8
6
4
2
0
influencing factor
Chart: 3.17 Important
Influencing
Important by
Advertising
Specific Brand 3%
5%
Former Experience
5%
Accessibility
Recommendations 12%
8% Quality
Comparison
13%
Price
10% Count of Variety
5%
Time pass
3% Availability of new
Schemes
3% product
10%
Credit card facility Good Packaging Window shopping
6% 9% 8%

27. Graph 3.18 Very Important
Very Inportant
18
16
No. of respondent
14
12
10
8
6
4
2
0
Influencing factor
Chart: 3.18 Very Important
Influencing by Very Inportant Accessibility
Advertising 4%
9%
Quality Comparison
5%
Specific Count of
Former Experience Brand Variety
3% 11% 11%
Availability of new
Recommendations product
3% 7%
Price
5% Window
shopping
9%
Time pass
6% Schemes
12% Good Packaging
6%
Credit card facility
9%

28. Chapter 4
CONCLUSION
This study concluded with some results comes out after analyzing of all first hand
data that collected by students.
Very important factor that influence the consumer behavior towards multi
brand outlet is the schemes available throughout the year for different
brands in Big Bazaar.
Then second, the quality comparison is the important factor subsequent to
schemes that influence customer behavior towards this (Big Bazaar) multi
brand outlet.