CONSUMER BUYING BEHAVIOR IN BIG BAZAAR
Shubham Pundlik Thate, Prof.Dr. Rashmi Santosh Bafna, Dr.Prof.Ashwini Kshirsagar
Shubham Pundlik Thate, Marketing & Alamuri Ratnamala Institute of Engineering and Technology
Prof.Dr. Rashmi Santosh Bafna,Marketing & Alamuri Ratnamala Institute of Engineering and Technology
Dr.Prof.Ashwini Kshirsagar , HOD MMS & Alamuri Ratnamala Institute of Engineering and Technology
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Abstract -
Consumer buying behavior in Big Bazaar, one of India's largest retail chains, is influenced by various factors ranging from pricing strategies to store layout and customer service. This study aims to delve into the intricate dynamics of consumer behavior within the context of Big Bazaar, analyzing key determinants that shape purchasing decisions. Through a combination of qualitative and quantitative research methods, this paper explores the impact of factors such as promotional activities, brand perception, product quality, and store atmosphere on consumer behavior in Big Bazaar outlets across different locations.
The findings reveal that pricing strategies, including discounts and promotional offers, significantly influence consumer purchase decisions, with a focus on perceived value for money. Moreover, the role of in-store experiences, including customer service quality and store layout, emerges as critical in shaping consumer perceptions and loyalty towards the brand. Additionally, the study highlights the importance of product assortment and availability in driving consumer satisfaction and repeat purchases. Understanding consumer buying behavior in Big Bazaar is essential for retail marketers to devise effective strategies aimed at enhancing customer satisfaction and loyalty. By leveraging insights from this study, Big Bazaar can optimize its marketing mix and improve overall customer experience, thereby gaining a competitive edge in the retail landscape.
Keywords: Consumer behavior, Big Bazaar, Pricing strategies, In-store experience, Product assortment, Customer satisfaction.
