this study we are created for the purpose of our marketing course ,to understand the buying behaviour of the customers they are

1. A Survey on
CONSUMER BUYING PATTERN OF BIG BAZAAR
AND KIRANA STORES
Prepared By
Marketing Students
PGDM 2011-13
Under the supervision of
Prof. Archana Subhash
Sadanam Institute of Commerce and Management Studies,
Palakkad

2. GROUP MEMBERS
Marketing group members;
1. Abdul Salam P.
2. Arun Sankar P.
3. Arun TS.
4. Muhammed Shahid CK.
5. Praveen KP.
6. Rakesh
7. Sandeep P.
8. Sreejeesh KT.

3. CERTIFICATE
This is a survey work of Marketing Students done under my
supervision and guidance.
Prof. Archana Subhash
SICOMS

4. ACKNOWLEDGEMENT
We submit this report entitled “A Survey on Consumer buying
pattern of Big Bazaar and Kirana Store’s” with an immense sense of
gratitude towards all those who have helped me in various ways in this
humble endeavor.
We are taking this opportunity to express our heartiest and sincere
gratitude to our guide Prof. Archana Subhash for his valuable guidance
and expert advice from time to time and for providing useful suggestions
throughout this work.
We are very much indebted to all the members (survey), who
extended their valuable support and gave enthusiastic encouragement for
the successful completion of this study.
PLACE: Pathirippala
Marketing Students
PGDM 2011-13
SICOMS, Palakkad

5. RESEARCH METHODOLOGY
We have collected the data from the customers who reside in the
local area of Palakkad district of Kerala which includes working class,
lower- middle class, middle class and upper- middle class families. Our
sample size is forty families.

6. OBJECTIVES OF THE STUDY
To understand the buying pattern of customers purchasing
commodities from Big Bazaar and Kirana shops.
To understand the factors that influence the buying habit of
different consumers purchasing from Big Bazaar and Kirana shops.
To understand the difference between buying pattern of the Big
Bazaar and Kirana shop customers.
To evaluate the spending habit of Big Bazaar and Kirana shop
consumers.

7. INTRODUCTION
We conducted a survey for the purpose of understanding the
difference between buying pattern of big bazaars customers and the
Kirana store customers. The buying pattern is very much important for a
marketer; it is very useful to create and implement the marketing
strategy. The buying pattern of the customer is different from store to
store and product to product. We collected information from the
customers who consider the retail king Big Bazaar for re-purchase and
on the other end those who consider the silent killer Kirana stores for
their respective buying options.
Buying pattern is a process by which individuals search for, select,
purchase, use, and dispose of goods and services, in satisfaction of their
needs and wants. We want to find out the consumer buying behavior of
both the Kirana stores and the Big bazaar.
Retailing in India came with evolutionary patterns from Kirana
store to super market. This sector was un-organized in the initial stage,
and after that it is carried forward and now it is growing as supermarket
and hypermarket. The paper will depict the main drivers of the retail
revolution in India and how this revolution changes the buying behavior
of the customer, increase in disposable income of the middle class,
infrastructure development and changing customer choice. Organized
Retailing was introduced in the last decade and has emerged as one of

8. the sunrise industries in India. The paper will mention the impact of
organized retailing on unorganized sector. The study will indicate how
the consumer will be benefited from organized retailers. The survey
intends to analyze the consumer behavior towards organized and
unorganized retailing, their source of purchasing and the factors which
influences their habit of purchasing from malls and high end retailing
sections in India.

9. ANALYSIS
Occupational influence on buying behavior
This chart shows the buying pattern of consumers/customers of different
occupations like lower middle class, middle class and upper middle class
family.
It clearly indicates us that the government employees and students are
the loyal customers of Big Bazaar.
The daily workers and others prefer Kirana shops for their purchase
activities.

10. Purchase Frequency in a month
From this graph it is clearly visible that majority of consumers prefer
Big Bazaar for buying commodities in bulk for a whole month.
Whereas it is not in the case of Kirana shops because the consumers who
tend to purchase from Kirana shops do their purchasing on a weekly
basis as this allows them to choose goods of high requirement and make
purchase according to that particular needs.

11. Amount spent per purchase
This figure shows that the loyal customers of Big Bazaar choose to
spend approximately Rupees 2500 per purchase.
But in the case of Kirana shops only 500 or below amount spent on a
purchase

12. Factors attracting consumers toward Big Bazaar and Kirana
This graph is the real indicator of the qualities and essential factors for
which Big Bazaar/Kirana shops are preferred by the consumers.
As the chart shows us the availability of commodities and its quality at
what amount and discounts it is available in the Big Bazaar.
Whereas with all these factors available in less or more quantity Kirana
shop has an additional benefit of credit colored in red which is made
available to the customers from the Kirana shops.

13. Influence of Advertisement on customers
This figure gives you a picture of influence of ad’s more or less on the
customers of Big Bazaar as well as Kirana shops. The Advertisement
effect influenced the customers according to their buying behavior has
clearly visible after the project study. The study indicates that the
Advertisement influence is more on the Kirana shop customers than the
Big Bazaar Customers. Big Bazaar customers has a medium influence
through advertisements, because the customers only see the ad’s when
there is any Big Days happening at the store . But at the other end
Kirana shop customers are influenced by the daily advertisements
showing in between Television programmes.

14. Parameters of measuring consumer loyalty
In this chart we can understand very clearly the certain
parameters on the basis of which the consumers are attracted and
they show loyalty towards their retail outlet like the Big Bazaar
customers are attracted towards the good ambience and
affordable prices of the commodities available there
At the same time Kirana shop with its trust worthy character
created out of consumers by its good conduct and attitude
towards the customers bags the bonus point over its competitors.

15. FINDINGS
1. White collar employees more prefer Big bazaar for their
purchases.
2. In the case of daily workers, they prefer the Kirana
shops for their Purchases because of credit availability,
loyalty and the closeness to the house.
3. The main reason for purchasing from Big bazaar is good
service, availability of the products, discounts and offers.
4. The main difference in the customers is their ability to
spending the money.
5. Most of the Kirana shop customers purchase the product
below rupees 500 per purchase, but in the case of Big
bazaar customers they are spending around rupees 1000
per purchase.
6. Some of the customers are not ready to purchase
products like Dress materials, furniture, electronic items
and rice from Big bazaar.
7. The customers are influenced by the advertisements.
8. The customers are going to Kirana Shops for satisfying
their immediate needs.
9. Customers are more preferring Kirana shops for saving
the time.

16. CONCLUSION
We, the marketing students conducted a survey among the
people who are living in Palakkad to understand the buying
pattern of customers, purchasing commodities from Big
Bazaar and Kirana shops.
Through the survey we could understand that the
consumers of the Big bazaar and Kirana shops have a lot of
parameters like income, availability of products, time,
quality of goods etc. for taking a decision.
According to these parameters they are purchasing from
Kirana Shops or from Big bazaar.
At last this survey helped us a lot to understand about the buying
behavior of the customers.