Four P’s of Marketing | 1

CHAPTER-1
Introduction
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COMPANY PROFILE

ABOUT COMPANY: The first Big Bazaar store, with an area of about 24,000 square feet,
opened on VIP Road, Kolkata in August 2001. This was followed by stores in Hyderabad,
Bangalore, Mumbai and Gurgaon.The initial categories on offer were apparel, general
merchandise and food. Later, several brands from categories like electronics, furniture, music,
communications and books were added to the bouquet of products. Big Bazaar implemented
SAP in 2005 to run its stores in the most efficient manner that technology could provide. With an
increasing number of customers 26 SUPERBRANDS patronizing its stores, it was time for Big
Bazaar to reach out to them. To pay tribute and to tell them how much they were appreciated,
Big Bazaar launched a co-branded credit card. In association with ICICI bank, the Big Bazaar-
ICICI Bank credit card made its first appearance in May, 2002.As an extension of its customer
relationship initiatives it also launched Shakti, acredit card for housewives, in February 2006.
The card was unique, for it required no proof of income.Today the Big Bazaar-ICICI Bank co-
branded card is one of the largest loyalty credit card programmes in the country.Big Bazaar is
now an agglomeration of multiple, carefully chosen categories and brands. Within the store, Big
Bazaar has created several sub categories: Depot is its books and music section; Staples
offers office stationery products while Star &Sitara is a beauty salon and provide product and
service to customer
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Every day, Future Group brings multiple products, opportunities and services to millions of
customers in India. Through more than over 17 million square feet of retail space, we serve
customers in 102 cities across the country. Most of all, we help India shop, save and realize
dreams and aspirations to live a better quality of life every day.India’s retail pioneers with
multiple retail formats, we connect a diverse and passionate community of Indian buyers,
sellersand businesses. The collective impact on business is staggerAround 300 million
customers walk into our stores each year and choose products and services supplied by over
30,000 small, medium and large entrepreneurs and manufacturers from across India. And this
number is set to grow.Future Group employs 36,000 people directly from every section of our
society. We source our supplies from enterprises across the country, creating fresh employment,
impacting livelihoods, empowering local communities and fostering mutual growth.We believe
in the ‘Indian dream’ and have aligned our business practices to our larger objective of being a
premier catalyst in India’s consumption-led growth story. Working towards this end, we are
ushering positive socio-economic changes in communities to help the Indian dream fly high and
the ‘Sone Ki Chidiya’ soar once again. This approach remains embedded in our ethos even as we
rapidly expand our footprints deeper into India.

Businesses:-

Retail

BiG Bazaar - Hypermarket chain

Food Bazaar - Supermarket chain

Ozone - Electronics superstore

Hometown - Home improvement and building materials store

Food hall - a premium lifestyle food destination

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Planet Sports - Sportswear retailer

Central - Seamless department store

Aadhaar - Rural retail chain

KB’s Conveniently Yours - An urban convenience store with

exotic range of food products.

Futurebazaar.com - Shopping portal

All - The plus size store

I Am In - caters to the enthusiastic Gen Next crowd

Brand Factory - India's largest fashion discount store chain

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INTRODUCTION

Four P’s of Marketing means it’s all about the price,place,product, promotion. This is most
important aspect of marketing and in the modern era of marketing. The use of a marketing mix is
an excellent way to help ensure that ‘putting the right product in the right place, will happen. The
marketing mix is a crucial tool to help understand what the product or service can offer
and how to plan for a successful product offering. The marketing mix is most commonly
executed through the 4 P’s of marketing: Price, Product, Promotion, and Place.

These have been extensively added to and expanded through additional P’s and even a 4C
concept. But the 4Ps serve as a great place to start planning for the product or even to evaluate an
existing product offering.
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Product

The product is either a tangible good or an intangible service that is seem to meet a specific
customer need or demand. All products follow a logical product life cycleand it is vital for
marketers to understand and plan for the various stages and their unique challenges. It is key to
understand those problems that the product is attempting to solve. The benefits offered by the
product and all its features need to be understood and the unique selling proposition of the
product need to be studied. In addition, the potential buyers of the product need to be identified
and understood.

Price

Price covers the actual amount the end user is expected to pay for a product. How a product is
priced will directly affect how it sells. This is linked to what the perceived value of the product is
to the customer rather than an objective costing of the product on offer. If a product is priced
higher or lower than its perceived value, then it will not sell. This is why it is imperative to
understand how a customer sees what you are selling. If there is a positive customer value, than a
product may be successfully priced higher than its objective monetary value. Conversely, if a
product has little value in the eyes of the consumer, then it may need to be underpriced to sell.
Price may also be affected by distribution plans, value chain costs and markups and how
competitors price a rival product.

Promotion

The marketing communication strategies and techniques all fall under the promotion heading.
These may include advertising, sales promotions, special offers and public relations. Whatever
the channel used, it is necessary for it to be suitable for the product, the price and the end user it
is being marketed to. It is important to differentiate between marketing and promotion.
Promotion is just the communication aspect of the entire marketing function.
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Place

Place or placement has to dowith how the product will be provided to the customer. Distribution
is a key element of placement. The placement strategy will help assess what channel is the most
suited to a product. How a product is accessed by the end user also needs to compliment the rest
of the product strategy.

Consumer Behavior

Consumer buying behavior is the sum total of a consumer's attitudes, preferences, intentions,
and decisions regarding the consumer's behavior in the marketplace purchasing a product or
service. The study of consumer behavior draws upon social science disciplines of anthropology,
psychology, sociology, and economics. In other words Consumer behavior is the study of how
individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and
services to satisfy their needs and wants. It refers to the actions of the consumers in the
marketplace and the underlying motives for those action. Marketers expect that by understanding
what causes the consumers to buy particular goods and services, they will be able to determine—
which products are needed in the marketplace, which are obsolete, and how best to present the
goods to the consumers. The study of consumer behavior assumes that the consumers are actors
in the marketplace. The perspective of role theory assumes that consumers play various roles in
the marketplace. Starting from the information provider, from the user to the payer and to the
disposer, consumers play these roles in the decision process. The roles also vary in different
consumption situations; for example, a mother plays the role of an influencer in a child’s
purchase process, whereas she plays the role of a disposer for the products consumed by the
family.Consumer buying behavior is the sum total of a consumer's attitudes, preferences,
intentions, and decisions regarding the consumer's behavior in the marketplace when purchasing
a product or service. The study of consumer behavior draws upon social science disciplines of
anthropology, psychology, sociology, and economics. In other words Consumer behavior is the
study of how individual customers, groups or organizations select, buy, use, and dispose ideas,
goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in
the marketplace and the underlying motives for those actions. Marketers expect that by
understanding what causes the consumers to buy particular goods and services, they will be able
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to determine—which products are needed in the marketplace, which are obsolete, and how best
to present the goods to the consumers. The study of consumer behavior assumes that the
consumers are actors in the marketplace. The perspective of role theory assumes that consumers
play various roles in the marketplace. Starting from the information provider, from the user to
the payer and to the disposer, consumers play these roles in the decision process

Definitions

1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and
decision processes of people who purchase goods and services for personal consumption’.

2. According to Louden and Bitta, ‘consumer behaviour is the decision process and physical
activity, which individuals engage in when evaluating, acquiring, using or disposing of goods
and services;

3. According to Engel, Those acts of individuals directly involved in obtaining, using, and disposing of economic
goods and services, including the decision processes that precede and determine these acts

4. According to Kotler Consumer behavior is the study of how people buy, what they buy, when they
buy and why they buy.

5. according to Engel, Blackwell, and Mansard, The four Ps of Marketing (Product, Price, Place &
Promotion) are also known as the ‘Product Mix’. The product mix is a crucial tool in determining a
product’s offering to the customer
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Review of Literature
Joel Dean (1976)New products have a protected distinctiveness which is doomed to progressive
degeneration from competitive inroads. The invention of a new marketable specialty is usually
followed by a period of patent protection when markets are still hesitant and unexplored and
when product design is fluid. Then comes a period of rapid expansion of sales as market
acceptance is gained. Next the product becomes a target for competitive encroachment. New
competitors enter the field, and innovations narrow the gap of distinctiveness between the
product and its substitutes. The seller’s zone of pricing discretion narrows as his or her
distinctive “specialty” fades into a pedestrian “commodity” which is so little differentiated from
other products that the seller has limited independence in pricing, even if rivals are few.
Throughout the cycle, continual changes occur in promotional and price elasticity and in costs of
production and distribution. These changes call for adjustments in price policy. Appropriate
pricing over the cycle depends on the development of three different aspects of maturity, which
usually move in almost parallel time paths:

1. Technical maturity, indicated by declining rate of product development, increasing

standardization among brands, and increasing stability of manufacturing processes and
knowledge about them.

2. Market maturity, indicated by consumer acceptance of the basic service idea, by widespread
belief that the products of most manufacturers will perform satisfactorily, and by enough
familiarity and sophistication to permit consumers to compare brands competently.

3. Competitive maturity, indicated by increasing stability of market shares and price structures.
Of course, interaction among these components tends to make them move together. That is,
intrusion by new competitors helps to develop the market, but entrance is most tempting when
the new product appears to be establishing market acceptance.

Denial Shefer( 2018) 'The price point defines the sales model. It has to be simple, and you have
to know how to make money with it.' -- industry pricing consultant Pricing has far reaching
effects beyond the cost of the product. Pricing is just as much a positioning statement as a
definition of the cost to buy. Pricing defines the entry threshold: who your buyers are and their
sensitivities, which competitors you will encounter, who you will be negotiating with and what
the customers' expectations will be.The most important thing in developing any marketing
strategy, including pricing strategy, is to understand as much as possible about current and
potential customers. The more you know about their motivations, sensitivities, needs, and their
own customers, the more likely you will be to maximize both the effectiveness of your product
as well as your own revenue stream.The purpose of this article is to explore the interrelation
between product and pricing.
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Nicole LaMarco (2018)In the culinary world, there's a saying that people eat with their eyes.
Beautiful-looking food makes people not only want to consume the food but also to believe that
the food actually tastes better. In marketing, this shows that product packaging is ultra-important.
Having a memorable presentation affects perception, and will keep customers returning again
and again.

ColorsWhat comes to mind when someone mentions Tiffany’s? Or Target? Chances are that if
you mention Tiffany’s, that mention brings up images of Tiffany jewelry or of Tiffany's beautiful
robin’s egg blue boxes.

Perceived Value Thinking of those two companies, the iconic blue boxes of Tiffany’s or
Target's red circles, are as memorable as the color itself. When considering product packaging,
focus on the feeling the product should evoke, as well as on the product's ease of use (is it easy to
open?); or, focus on the “wow factor” (is it lovely to look at?); and that the product offers easy
storage (is it easy to store?) Depending on the product’s intent, these factors all come into play,
in varying degrees of necessity.

Functional How functional the product packaging is of utmost importance. To prevent damage
when transporting the product from manufacturer to store and then from store to someone’s
home -- is vital to the health and appearance of merchandise. A good example is that a food
product’s packaging is also its delivery system — it must be packaged heartily enough to survive
transit and then to be stored in someone’s home -- either on a shelf or in the refrigerator.

Jery.FThe role of price in consumer behavior is certainly both influential and complex. As the
four papers in this session demonstrate, this role can be explored in many ways, each leading to
different insights about how price influences consumer decisions. The review that follows
highlights some of the key issues and problems suggested by these papers, offering ideas for the
further development of research and theory on consumer response to price.

AdalianYou’ve been a consumer with purchasing power for much longer than you probably
realize—since the first time you were asked which cereal or toy you wanted. Over the years,
you’ve developed rules of thumb or mental shortcuts providing a systematic way to choose
among alternatives, even if you aren’t aware of it. Other consumers follow a similar process, but
different people, no matter how similar they are, make different purchasing decisions. You might
be very interested in purchasing a Smart Car, but your best friend might want to buy a Ford F-
150 truck. What factors influenced your decision and what factors influenced your friend’s
decision?
Barak BStore locations also influence behavior. Starbucks has done a good job in terms of
locating its stores. It has the process down to a science; you can scarcely drive a few miles down
the road without passing a Starbucks. You can also buy cups of Starbucks coffee at many
grocery stores and in airports—virtually any place where there is foot traffic.Physical factors that
firms can control, such as the layout of a store, music played at stores, the lighting, temperature,
and even the smells you experience are called atmospherics. Perhaps you’ve visited the office of
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an apartment complex and noticed how great it looked and even smelled. It’s no coincidence.
The managers of the complex were trying to get you to stay for a while and have a look at their
facilities. Research shows that “strategic fragrancing” results in customers staying in stores
longer, buying more, and leaving with better impressions of the quality of stores’ services and
products. Mirrors near hotel elevators are another example. Hotel operators have found that
when people are busy looking at themselves in the mirrors, they don’t feel like they are waiting
as long for their elevators (Moore, 2008).

Tanja The purpose of this research was to study how different factors of consumer behavior
effect on decision-making during coffee brand selection. Consumer behavior consists of four
factors: cultural, social, personal and psychological. In this study the focus was limited only to
social, personal and psychological factors. The thesis was divided into a theory part and
empirical part. The theoretical part discusses the basics of factors affecting purchase decision,
decision-making process and brands. The empirical part of the thesis includes a survey that was
carried out through the Internet. Data were collected by a self-administered questionnaire. A link
to the questionnaire was published on Facebook and shared among people. The quantitative
research method was applied in this study. The result of the study has indications that social,
personal and psychological factors have effect on a consumer’s decision-making process when
selecting a coffee brand. However, the result was not totally reliable due to the fact that credible
correlation was missing. Key words: consumer behavior, decision-making process, decision-
making types, brand

TeldemThis research sought to delve into the consumer perception of quality of a product. This
study is generally embarked to determine the age income and educational level of consumers, if
it has or no effect on their perception on product quality specifically and their decision to buy the
product. It also to find out what influence the consumer in determining the quality of the product
as well as to understand if there is a positive relative relationship between price and the product
quality, a case study of Kumasi in Ghana West Africa. It was discovered that, consumers have
different ideas or perception on the product quality based on their ages, income levels, and,
educational background and this goes a long way to influence them on the criteria used in
determining the quality of product when making a purchase.

Floricica In investigating the behavior, one of main directions refers to the process of choosing
between several competing products and evaluating alternatives. It is known that people buy
according to their emotional desires. Practice has proved that there are four factors for emotional
reasons, such as: fear, gratuities, effortless gain turning dreams into reality. The research was
conducted on 100 people using three surveys that have aimed to identify how consumers respond
to different situations in the quality of products and services.
Michael Satisfaction has always been a cornerstone of what we understand to be total quality in
products and services, as perceived by the customer. Unfortunately, satisfaction, which measures
the attitudinal response to the functional and tangible elements of value delivery (time, accuracy,
completeness, suitability, price, functionality, etc.) has been proven to have very little impact on,
or connection to, actual customer behavior. Even total quality icon W. Edwards Deming believed
that satisfaction was not an ineffective metric for understanding the effect of satisfaction of
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tangibility on customer actions. In his book, Out of the Crisis), Deming said: “It will not suffice
to have customers that are merely satisfied.
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CHAPTER-2
OBJECTIVE OF STUDY
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OBJECTIVE OF STUDY

1. To Study How the Product, Price, Place, Promotion effects consumer buying behaviour.
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CHAPTER-3
LIMITATIONS
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LIMITATIONS
 Time has been a major constraint throughout the study as it has been only for duration of
2 months.
 Quality verses price was not taken into the consideration
 The project is based on the interview methodology by a stared questionnaire and the
personal skills of the person undertaking the project affect the results.
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CHAPTER-4
RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY

My project has a specified frame work for collection data in an effective manner .such
framework is called “Research Design”.

The Research process followed by us consists of following steps:

 Research Problem

 Review of Literature

 Sampling Design

 Collection of Data

 Analysis of Data

 Findings and Interpretations

 Limitations and Suggestions

RESEARCH DESIGN

 DESCRIPTIVE

The research was generally conducted using Questionnaire. In this technique reactions
were generally taken from the different customers.

DEVELOPING THE RESEARCH PLAN

This consists of developing the most efficient plan for gathering the relevant data. The
method for carrying out study is the following:-
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SAMPLING PLAN

Sampling can be defined as the section of some part of an aggregate or totality on the
basis of which judgment or an inference about aggregate or totality is made. The
sampling plan helps decision making in the following areas: -

SAMPLE AREA
The sampling area for my project report is Bathinda.

SAMPLE SIZE

Sample size refers to the total number of items about which the information is desired.
The sample size for this study is -50.

SAMPLING PROCEDURE

It is a way through which sampling is done. There are various procedures like Random
sampling, Systematic Sampling, Quota Sampling, and Convenience sampling etc. the
sampling procedure opted for this study is Convenience Sampling. . It can be defined as
“when population elements are selected for inclusion in the sample based on the ease
of accesses.

Data Collection: -

The data was collected from the following sources.

 Primary Sourcces- Primary data is one, which is collected afresh and for the
first time, and thus happens to be original in character. We have collected
primary data by conducting surveys through Questionnaire, which include both
open ended and close-ended Questiones.

 Secondary Sources:- Secondary Data sources are those which have already been
collected by someone else and which have already paned through the statistical
testing process. We have collected secondary data through Magazines and Web
sites.
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BENIFITES OF ORGANIZATION

1. India’s retail pioneers with multiple retail formats, we connect a diverse and
Passionate community of Indian buyers, sellers and businesses.

2. Future Group employs 36,000 people directly from every section of our society.

3. We source our supplies from enterprises across the country, creating fresh
employment, impacting livelihoods, empowering local communities and fostering
mutual growth.

4. Working towards this end, we are ushering positive socio-economic changes in

communities to help in the Indian dream fly and ‘Sone Ki Chidiya’soar once
again.

5. Creating a collaborative environment combining our strengths with our suppliers

and vendors helps us create immense value for our customers which in turn foster
mutual growth.
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CHAPTER-5
Data analysis
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DATA ANALYSI

Q-1What is your age group?

Options 18-25 26-30 31-35 36-40 >40

Respondents 14 15 9 7 5

% of respondents

10%
28%
14% 18-25
26-30

18% 31-35

30% 36-40
>40

Interpretation:- In this analysis shows that which comes in big bazaar 28% people belong to 18-
25 age group,30% people in 26-30 age group,18% people in 31-35 age group,14% people in 36-
40 age group and 10% people in above 40 age group. in this analysis shows that mostly 26-30
age group people come in big bazaar.
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Q-2 how many times you visit at big bazaar in a month?

a) 2 time b) 4 time c) 5 time d) 10 time

2 time 4 time 5 time 10 time

10 10 25 5

5
10

2 time
4 time
5 time
10 10 time

25

Interpretation-:- In this analysis shows that which comes in big bazaar 20% people 2 time in a
month and same number of people do visiting 4 times , 50% people visiting 5 time in a month
and only 10% visiting 10 times in a month. So these analysis shows that mostly buyers do
visiting in a big bazaar 5 times in a month.
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Q 3. What do you feel about the prices offered by the big bazaar?
a) Reasonable b) Non Reasonable

Reasonable Non-Reasonable
25 25

Reasonable Non Reasonable

50% %

Interpretation-:- In this analysis it shows 50 % of the buyers said that prices offered by big
bazaar are Reasonable However , on the other said In Same quantity Buyers said Prices are Non-
Reasonable.
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Q4. Do you feel any type of differences between prices given by big bazaar & other general
stores ?

a) Yes b) No

Yes No
15 35

00

30

70

Interpretation:-In this analysis shows that 30% of Customers feel the difference between
prices and the rest 70% don’t feel any difference between prices.
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Q5. How much you are satisfied from the prices given at big bazaar as compared with
other stores ?

a) Unsatisfied c) Some What Satisfied

b) Satisfied d) Highly Satisfied

Unsatisfied Satisfied Some What Highly

Satisfied Satisfied
No. of 24 16 9 1
Respondents

Highly Satisfied
Some What 1%
satisfied
10%

Unsatisfied
49%

Satisfied
40%

Interpretation:- In this analysis shows that the 49% of the customers are unsatisfied from the
prices .However 40 % are satisfied & 10% are some what satisfied from prices.Moreover 1% are
Highly Satisfied .To conclude with it seems prices offered by big bazaar are higher.
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Q6.Rate the product quality in Big bazaar out of 1 lowest to 4 highest

Range 1 2 3 4

No.of Respondents 13 13 20 4

Sales
1 2 3 4

4%

16%

16%

64%

Interpretation:-In this analysis shows that the most of the buyers given 3rd mark to big bazaar
product quality On the other hand Rank 1 & 2 given in Equal Proportions . but 4th mark is leastly
given.
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Q7 Did you get Confuse at the time of Purchasing Product in Big Bazaar?

a) Never c) Always
b) Sometimes

Never Sometimes Always

No. Of Respondents 40 5 4

Sometimes
10% Always
8%

Never
82%

Interpretation:-In this analysis shows that the 82% never get confused, on the other hand 10% get
confuse sometime. However 8% Always get confuse.
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Q8.How much you are satisfied with the packaging of products in Big Bazaar?
a) Unsatisfied b) Some What Satisfied
c.) satisfied d) Highly Satisfied

Unsatisfied Some What Satisfied Highly

satisfied Satisfied

No.Respondents 24 16 9 1

Highly Satisfied
Some What 1%
satisfied
10%

Unsatisfied
49%

Satisfied
40%

Interpretation:-In this analysis shows that the 49% of the customers are unsatisfied from
the packaging .However 40 % are satisfied & 10% are some what satisfied from packaging
.Moreover 1% are Highly Satisfied .
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Q9. Do you face any problems while buying due to packaging of the product?
a) Never c) Sometimes
b) Always

Never Always Sometimes

No. Of 20 15 15
Respondents

Never Always Sometime

30%
40%

30%

Interpretation:-In this analysis shows that the 40% of customer never find any problem
with packaging . However 30 % customer always facing problem on the other hand 30%
sometime.
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Q10.Would Presentation of the Product influence your Buying Behaviour ?

a) Yes b) No c) maybe

Yes No

No. Of Respondents 50 49

Yes No

49%
51%

Interpretation:-In this analysis shows that the50% customer said it influence their behavior, on
the other hand 49% said it doesn’t .Rest 1% maybe .
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Q11.How much will you rate the promotion Strategies adopted by big bazaar out of 1 lowest to 4
highest ?

Range 1 2 3 4

No.of Respondents 13 13 20 4

Sales
1 2 3 4

4%

16%

16%

64%

Interpretation:-In this analysis shows that the most of the buyers given 3rd mark to big bazaar
promotion strategies On the other hand Rank 1 & 2 given in Equal Proportions . but 4th mark is
leastly given.
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Q12.From which offers and discounts schemes given by big bazaar you get highly affected ?
a) Monthly b) Weekly c) Quarterly
Monthly Weekly Quarterly

No. of Respondents 15 20 15

Quatrly Monthly
30% 30%

Weekly
40%

Interpretation:-In this analysis shows that the 40% of customer highly affected from weekly
offers and rest 30% equally affected.
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Q13.How Do You Feel When You Get Different Products Under One roof ?
a) Unsatisfied b) Satisfied c) Some what satisfied d) Highly Satisfied
Unsatisfied Satsified Some satisfied Highly Satisfied

No.of Respondent 0 45 5 0

Highly Satisfied
0% Feedback Unsatisfied
0%
Some What
Satisfied
10%

Satified
90%

Interpretation:-In this analysis shows that the 90 % of the customer feel satisfied when they get
products under one roof.However 10% Some What Satisfied .
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Q14.Advertisements of products in big bazaar has a major influence in your buying decision ?
a) Strongly Disagree b) Disagree c) Agree d) Strongly Disagree

Strongly disagree Disagree Agree Strongly agree

No. of 0 0 40 10
Respondents

Strongly Disagree
Sales
Disagree
0% 0%

Strongly agree
20%

Agree
80%

Interpretation:- In this analysis shows that the 80 % are agree that advertisements do affect theor
buying behavior however rest 20 % strongly believe in it.
 Four P’s of Marketing | 36

Q15.Which factor effects your price decision most ?

a) Price b) product c) place d) promotion e) all of these

Price Product Place Promotion All of these

No.Respondents 25 10 0 5 10

feedback

all of these
20%

promotion price
10% 50%

product
place 20%
0%

Interpretation:- In this analysis shows that the price which is affecting almost 50% of customers
.On the other hand 20% get affected from product however 20% customers said that they got
effected from all above factors but mostly doesn’t from place.
 Four P’s of Marketing | 37

Q16.Does the Price , Product , Place , Promotion in Big Bazaar affects your buying decision ?

a) Yes b) No

Yes No

No.Respondents 40 10

0%

No
20%

Yes
80%

Interpretation:-In this analysis shows that the 80%” customers said that they get affected by price
, place , product and promotion. On the other hand 20% customers are not affected
.
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CHAPTER-6
FINDINGS
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FINDINGS
 The survey I have conducted most of people are in the age group of 18-40.
 Most of the people visited Big Bazaar 5 time in a month.
 50 % of the buyers said that prices offered by big bazaar are Reasonable on the other
hand In Same quantity Buyers said Prices are Non-Reasonable.
 30% of Customers feel the difference between prices given by Big Bazaar and Other
general stores.
 49% of the customers are unsatisfied from the prices given at big bazaar.
 Most of the buyers given 3rd mark to big bazaar‘s product quality out of 1 lowest to 4
highest.
 82% never get confused at the time of Purchasing Product in Big Bazaar.
 49% of the customers are unsatisfied from the packaging of products in Big Bazaar.
 40% of customer never find any problem with packaging of the product.
 50% customer said that the Presentation of the Product influence their Buying Behavior.
 Most of the buyers given 3rd mark to big bazaar promotion strategies out of 1 lowest to 4
highest.
 40% of customer highly affected from weekly offers.
 Four P’s of Marketing | 40

CHAPTER-7
SUGGESTIONS
 Four P’s of Marketing | 41

SUGGESTIONS

 Some of the buyers found the prices offered by big bazaar Non-Reasonable, so it should be
improved.
 The quality of products in big bazaar should be improved to increase sales.
 Some improvements should be done in the packaging of the products in big bazaar to increase
the satisfaction level of the customers.
 Big Bazaar should provide new and popular brand‘s products in Bathinda.
 The area of big bazaar should be increased for providing more segments of products .For
example, Footwear etc.
 The promotion strategies are not too effective which should be improved.
 Four P’s of Marketing | 42

CHAPTER-8
CONCLUSION
 Four P’s of Marketing | 43

CONCLUSION

The 4Ps of the marketing are playing an important role to achieve the organization’s goals .The
4Ps stands for the Product, Price, Place and Promotion which helps any organization’ s survival
in the market. Every organization should have proper knowledge about these 4Ps for beneficial
results.

The 4Ps are the starting point and soul of any business.

I felt that the prices provided by big bazaar are not very suitable and relevant. The promotion
strategies adopted by big bazaar are good but need some improvements to be done in it. The
place of big bazaar where it is situated is good. Those brands which are owned by big bazaar
don’t have any great quality like, Tasty Treat. Some variety of products is missing in big bazaar
like, The Footwear Section.
 Four P’s of Marketing | 44

CHAPTER-9
Appendices
 Four P’s of Marketing | 45

QUESTIONNAIRE

Dear Customers,
We are preparing a project on the topic “A Research on to Study the effect of Four P’s of
Marketing on Consumer Buying Behavior In Big Bazaar’s dear respondent; please help us
by filling up the following questionnaire. All the information provided by you will be kept
confidential and used strictly for the study purpose only. We would be highly thankful to you for
your co-operation.
Name:-
Occupation:-
Phone:-

Q-1What is your age group?

a) a) 18-25 c) 26-30
b) 31-35 d) 36-40

Q-2 how many times you visit at big bazaar in a month?

a) 2 time c) 4 time
b) 5 time d) 10 time

Q 3.What do you feel about the prices offered by the big bazaar?
a) Reasonable b) Non Reasonable

Q4. Do you feel any type of differences between prices given by big bazaar & other general
stores?

a) Yes b) No

Q5. How much you are satisfied from the prices given at big bazaar as compared with other
stores?

a) Unsatisfied c) Some What Satisfied

b) Satisfied d) Highly Satisfied
 Four P’s of Marketing | 46

Q6.Rate the product quality in Big bazaar out of 1 lowest to 4 highest

a) 1 c) 2
b) 3 d) 4

Q7 Did you get Confuse at the time of Purchasing Product in Big Bazaar?

a) Never c) Always
b) Sometimes

Q8.How much you are satisfied with the packaging of products in Big Bazaar?

a) Unsatisfied c) Some What Satisfied

b) satisfied d) Highly Satisfied
Q9. Do you face any problems while buying due to packaging of the product?

a) Never c) Sometimes
b) Always

Q10.Would Presentation of the Product influences your Buying Behavior?

a) Yes b) No

Q11.How much will you rate the promotion Strategies adopted by big bazaar out of 1 lowest to 4
highest?

a) 1 b) 2
c) 3 d) 4

Q12.From which offers and discounts schemes given by big bazaar you get highly affected?
a) Monthly c) Weekly
b) Quarterly

Q13.How Do You Feel When You Get Different Products Under One roof?
a) Unsatisfied c) Satisfied
b) Some what satisfied d) Highly Satisfied
 Four P’s of Marketing | 47

Q14.Advertisements of products in big bazaar has a major influence in your buying decision?

b) Strongly Disagree b) Disagree

c) Agree d) Strongly Disagree

Q15.Which factor effects your price decision most?

a) Price b) product

c) Place d) promotion e) all of these

Q16.Does the Price, Product, Place, Promotion in Big Bazaar affects your buying decision ?

a) Yes b) No
 Four P’s of Marketing | 48

CHAPTER-10
BIBLIOGRAPHY
 Four P’s of Marketing | 49

BIBLIOGRAPHY
Websites:
www.marketking.com
www.bigbazaar.com
www.futuregroup.com