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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)
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.
Table of Content
ContentsCHAPTER 1...................................................................................................................................................4
INTRODUCTION...........................................................................................................................................4
1.1 OBJECTIVE..........................................................................................................................................5
CHAPTER 2...................................................................................................................................................6
METHODOLOGY...........................................................................................................................................6
2.1 Sampling............................................................................................................................................6
2.2 Primary data collection......................................................................................................................6
2.3 Analysis..............................................................................................................................................6
2.4 Dissemination....................................................................................................................................6
CHAPTER 3...................................................................................................................................................7
FINDINGS AND ANALYSIS.............................................................................................................................7
3.1 Accessibility of BIG BAZAR.................................................................................................................7
3.2 Quality of Comparison.......................................................................................................................8
3.3. Variety of product.............................................................................................................................9
3.4 Availability of new product..............................................................................................................10
3.5 Window Shopping............................................................................................................................11
3.6 Good Packaging...............................................................................................................................12
3.7 Credit card Facility...........................................................................................................................13
3.8 Scheme...........................................................................................................................................14
3.9 Time Pass.........................................................................................................................................15
3.10 Price..............................................................................................................................................16
3.11 Recommendation by friends/ relatives..........................................................................................17
3.12 Former Experience.........................................................................................................................18
3.13 Specific Brand................................................................................................................................19
3.14 Influencing by Advertising.............................................................................................................20
3.15 Combine effect of all influencing factor.........................................................................................21
Chapter 4...................................................................................................................................................26
CONCLUSION.............................................................................................................................................26
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..................................................................................22
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.....................................................................................................10
Graph: 3.2 Quality Comparisons................................................................................................................10
Graph: 3.3 Variety of Product....................................................................................................................12
Graph: 3.4 Availability of new product......................................................................................................13
Graph: 3.5 Window shopping....................................................................................................................14
Graph:3.6 Good Packaging........................................................................................................................15
Graph: 3.7 Credit card facility....................................................................................................................16
Graph: 3.8 Schemes...................................................................................................................................17
Graph: 3.9 Time pass.................................................................................................................................18
Graph: 3.10 Price.......................................................................................................................................19
Graph: 3.11 Recommendation by friends/ relatives..................................................................................20
Graph: 3.12 Former Experience.................................................................................................................21
Graph:3.13 Specific Brand........................................................................................................................22
Graph: 3.14 Influencing by Advertising......................................................................................................23
Graph: 3.15 Not Important influencing factors against perception...........................................................25
Graph 3.16 Less Important.......................................................................................................................26
Graph: 3.17 Important...............................................................................................................................27
Graph 3.18 Very Important.......................................................................................................................28
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
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.
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 AnalysisAfter 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.
CHAPTER 3
FINDINGS AND ANALYSIS
3.1 Accessibility of BIG BAZARAccessibility 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
16
18
Accessibility of BIG BAZAAR
No
. of
Res
po
nd
ent
Table 3.1 : Grid and consumer responses towards accessibilityGrid Accessibility
Not Importance 0
Less Important 7
Important 17
Very Important 6
3.2 Quality of ComparisonQuality 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
Table 3.2 Grid and consumer responses towards Quality Comparison
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
16
18
20
Quality Comparison
No. o
f Res
pond
ent
Grid Quality Comparison
Not Important 1
Less Important 3
Important 19
Very Important 7
3.3. Variety of productAvailability 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
16
Variety of Product
No. o
f Res
pond
ent
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
3.4 Availability of new productGenerally 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
16
Availability of new product
No.
of R
espo
nden
t
Table: 3.4 Grid and consumer responses towards Availability of new product
Grid
Availability of
new product
Not Important 4
Less Important 1
Important 15
Very Important 10
3.5 Window ShoppingMany 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
Window shopping
No. o
f Res
pond
ent
Table: 3.5 Grid and consumer responses towards Window shopping
Grid Window shopping
Not Important 2
Less Important 5
Important 11
Very Important 12
3.6 Good PackagingFascinating 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
Good Packaging
No.
of R
espo
nden
t
Table 3.6 Grid and consumer responses towards Good Packaging
Grid Good Packaging
Not Important 3
Less Important 6
Important 13
Very Important 8
3.7 Credit card FacilityIn 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
Credit card facility
No. o
f Res
pond
ent
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
3.8 SchemeAlways 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
16
18
Schemes
No. o
f Res
pond
ent
Table 3.8 Grid and consumer responses towards Schemes
Grid Schemes
Not Important 3
Less Important 5
Important 5
Very Important 17
3.9 Time PassMany 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
Time pass
No. o
f Res
pond
ent
Table 3.9 Grid and consumer responses towards Time Pass
Grid Time pass
Not Important 13
Less Important 4
Important 5
Very Important 8
3.10 PricePrice 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
16
Price
No. o
f Res
pond
ent
Table 3.10 Grid and consumer responses towards Price
Grid Price
Not Important 2
Less Important 6
Important 15
Very Important 7
3.11 Recommendation by friends/ relativesMany 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
Recommendations by friends/ Relatives
No. o
f Res
pond
ent
Table 3.11 Grid and consumer responses towards Recommendation by friends/ relatives
Grid
Recommendations by
friends
Not Important 7
Less Important 8
Important 11
Very Important 4
3.12 Former ExperiencePeople 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
Former Experience
No. o
f Res
pond
ent
Table 3.12 Grid and consumer responses towards Former experience
Grid Former Experience
Not Important 6
Less Important 13
Important 7
Very Important 4
3.13 Specific BrandAs 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
16
Specific Brand
No. o
f Res
pond
ent
Table 3.13 Grid and consumer responses towards Specific Brand
Grid Specific Brand
Not Important 3
Less Important 4
Important 8
Very Important 15
3.14 Influencing by AdvertisingAs 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
Not Important Less Important Important Very Important0
2
4
6
8
10
12
14
Influencing by Advertising
No. o
f res
pond
ent
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
3.15 Combine effect of all influencing factorBelow 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
Influencing Factor
Not
Importance
Less
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
Graph: 3.15 Not Important influencing factors against perception
Accessi
bility
Quality
Compariso
n
Count of V
ariety
Availa
bility o
f new
product
Window sh
opping
Good Packag
ing
Credit c
ard fa
cility
Schem
es
Time p
ass Price
Recommen
dations
Form
er Ex
perien
ce
Speci
fic Bran
d
Influencin
g by A
dverti
sing
02468
101214
Not Importance perception againt factor
Influencing factor
No.
of R
espo
nden
t
Chart: 3.15 Not Important influencing factors against perception
Quality Comparison2%
Count of Variety4%
Availability of new product8%
Window shopping4%
Good Packaging6%
Credit card facility2%
Schemes6%
Time pass25%
Price4%
Recommendations13%
Former Experience11%
Specific Brand6%
Influencing by Advertising11%
Not Importance
Graph 3.16 Less Important
Accessi
bility
Quality
Compariso
n
Count of V
ariet
y
Availa
bility o
f new
product
Window sh
opping
Good Packa
ging
Credit c
ard fa
cility
Schem
es
Time p
ass
Price
Recommen
dations
Form
er Ex
perien
ce
Spec
ific Bra
nd
Influencin
g by A
dverti
sing0
2468
101214
Chart Title
influencing factors
No.
of r
espo
nden
t
Chart 3.16 Less Important
Accessibility9%
Quality Comparison4%
Count of Variety6%
Availability of new product1%
Window shopping6%
Good Packaging7%
Credit card facility10%
Schemes6%
Time pass5%
Price7%
Recommendations10%
Former Experience16%
Specific Brand5%
Influencing by Advertising7%
Less Important
Graph: 3.17 Important
Accessib
ility
Quality C
omparison
Count of V
ariety
Availab
ility of n
ew product
Window shopping
Good Packagi
ng
Credit c
ard fac
ilitySch
emes
Time p
ass Price
Recommendations
Former
Experi
ence
Specific B
rand
Influencing b
y Adver
tising
0
4
8
12
16
20
Chart Title
influencing factor
No. o
f res
pond
ent
Chart: 3.17 Important
Accessibility11%
Quality Comparison13%
Count of Variety5%
Availability of new product10%
Window shopping7%Good Packaging
9%
Credit card facility6%
Schemes3%
Time pass3%
Price10%
Recommendations7%
Former Experience5%
Specific Brand5%
Influencing by Advertising3%
Important
Graph 3.18 Very Important
Accessi
bility
Quality C
omparison
Count of V
ariety
Availab
ility o
f new
product
Window shopping
Good Packagi
ng
Credit c
ard fa
cility
Schem
es
Time p
ass Price
Recommen
dations
Form
er Exp
erien
ce
Speci
fic Bran
d
Influencin
g by A
dvertisin
g02468
1012141618
Chart Title
Influencing factor
No.
of r
espo
nden
t
Chart: 3.18 Very Important
Accessibility4% Quality Comparison
5%
Count of Variety11%
Availability of new product7%
Window shopping9%
Good Packaging6%
Credit card facility9%
Schemes12%
Time pass6%
Price5%
Recommendations3%
Former Experience3%
Specific Brand11%
Influencing by Advertising9%
Very Inportant
Chapter 4
CONCLUSIONThis 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.
