BIG BAZZAR
336 X INDIAN JOURNAL OF APPLIED RESEARCH
Research Paper Marketing Volume : 3 | Issue : 4 | April 2013 | ISSN - 2249-555X
Big Bazaar: A Study of Consumer Behavior towards
Organized Retail
Prof Vineeta Gangal Dr A Kumar
Research Scholar, Bhavnagar University
Department of Business Administration
Bhavnagar University, Bhavnagar – 364002
Keywords Consumer Behaviour, Malls, Retail.
ABSTRACT Purpose: The shopping habits and purchase patterns of the Indian consumer have seen a drastic change in the past decade. This paper aims at identifying the profile of this new Indian consumer, how they purchase, what are the factors that influence their consumer behaviour towards shopping malls and how do they choose their shopping destination. Methodology: We have taken responses from 405 respondents through a questionnaire. The samples were chosen on the basis of their availability at our convenience.
Research Limitations: The major limitation of this research is that it was undertaken in the geographic boundary of the city of Ahmedabad, Gujarat.
Practical Implications: This study will reveal the purchase pattern of the consumers of Big Bazaar. Thereby recommending how can Big Bazaar position itself better in the minds of its consumers and paving a way for further research.
Findings: Our findings were that Big Bazaar’s biggest client base is youngsters, who visit Big Bazaar mainly to shop Cloths and Food Items, and prefer Big Bazaar because of its Low-Price Pricing Strategy.
Introduction
The purchase patterns of consumers related to food items has seen a major shift in developing economies like India. This can be specifically attributed to the increase in disposable incomes, access to global information, urbanization, education and health awareness. (Rao, 2000; Shetty, 2002; Deshingkar et al., 2003; Vepa, 2004; KPMG, 2005; Kaushik, 2005; Kaur and Singh, 2007; Pingali, 2007). Further the development of households towards higher income groups, changes in
Research Paper Marketing Volume : 3 | Issue : 4 | April 2013 | ISSN - 2249-555X
Big Bazaar: A Study of Consumer Behavior towards
Organized Retail
Prof Vineeta Gangal Dr A Kumar
Research Scholar, Bhavnagar University
Department of Business Administration
Bhavnagar University, Bhavnagar – 364002
Keywords Consumer Behaviour, Malls, Retail.
ABSTRACT Purpose: The shopping habits and purchase patterns of the Indian consumer have seen a drastic change in the past decade. This paper aims at identifying the profile of this new Indian consumer, how they purchase, what are the factors that influence their consumer behaviour towards shopping malls and how do they choose their shopping destination. Methodology: We have taken responses from 405 respondents through a questionnaire. The samples were chosen on the basis of their availability at our convenience.
Research Limitations: The major limitation of this research is that it was undertaken in the geographic boundary of the city of Ahmedabad, Gujarat.
Practical Implications: This study will reveal the purchase pattern of the consumers of Big Bazaar. Thereby recommending how can Big Bazaar position itself better in the minds of its consumers and paving a way for further research.
Findings: Our findings were that Big Bazaar’s biggest client base is youngsters, who visit Big Bazaar mainly to shop Cloths and Food Items, and prefer Big Bazaar because of its Low-Price Pricing Strategy.
Introduction
The purchase patterns of consumers related to food items has seen a major shift in developing economies like India. This can be specifically attributed to the increase in disposable incomes, access to global information, urbanization, education and health awareness. (Rao, 2000; Shetty, 2002; Deshingkar et al., 2003; Vepa, 2004; KPMG, 2005; Kaushik, 2005; Kaur and Singh, 2007; Pingali, 2007). Further the development of households towards higher income groups, changes in