Consumer Behaviour Complete Project Report

ABSTRACT
Research in common man’s language refers to a search for

knowledge. One can also define research as a scientific and
systematic search for pertinent information on a specific topic, in
fact research is an art of scientific investigation.
Research is done to gain familiarity with a phenomenon
event / product / service or to determine the frequency with which
something occurs, with which is associated with something else or
to test a hypothesis of casual relationship between variables.
In short customer perception research is the objective and
formal process of systematically obtaining, analyzing and
interpreting the data for actionable decision making in customer
perception towards an organization (WAL-MART, in my study).
The basic objective of this study is to analyze the customer
perception towards WAL-MART in BESTPRICE , GUNTUR,
Andhra Pradesh. Research was carried out for BESTPRICE ,
GUNTUR customers who were main targets for this study.
Customers were asked about their perception towards WAL-MART
TABLE OF CONTENTS
CHAPTERS TOPIC PAGE NO
 INTRODUCTION 8 - 21
CHAPTER 1  NEED & IMPORTANCE

 OBJECTIVES
 RESEARCH METHODOLOGY
 SCOPE AND PERIOD OF
STUDY
 LIMITATIONS
CHAPTER 2  REVIEWOF LITERATURE 23 – 31
CHAPTER 3  INDUSTRY PROFILE 33 – 47

 COMPANY PROFILE
CHAPTER 4  DATA ANALYSIS & 49 – 76

INTERPRETATION
78 - 80
CHAPTER 5  FINDINGS
 SUGGESTIONS
CHAPTER 6  BIBILIOGRAPHY 82 – 86
 QUESTIONNAIRE
 INTRODUCTION
 NEED&IMPORTENCE
 OBJECTIVES
 RESEARCH METHODOLOGY
 SCOPE OF THE STUDY
 LIMITATIONS
INTRODUCTION:
Marketing is the moving and exciting activity in everybody activities. The sellers,
distributors, advertising agencies, consultants, transporters, financers, store agencies and every
one as a counter are part of the marketing system. Any exchange process be it consumer,
goods, intermediary goods, services of ideas, comes under the preview of marketing. It is very
often regarded that the development of markets and marketing is synonymous with the
economic development of account. Through marketing is an action discipline. In the ever-
growing corporate world, marketing is being regarded as a crucial element for the success of
an Enterprise.
The marketing discipline is undergoing fresh re aparisal in the light of the vast global,
technological, economic and social challenges facing today’s companies and countries.
Marketing at its best is about value creation and raising the world’s living standards. Today’s
winning companies are those who succeed most in satisfying, indeed delighting their target
customers.
As quoted by P.P.Drucker “Marketing is so basic that it cannot be considered a separate

function. It is whole business seen from the point of view of its final result, that is, from the
customer’s point of view. Business success is not determined by the producer but by the
customer”.
Philip Kotler has therefore defined marketing as “it is a social and managerial process
by which individuals and groups obtain what they need and want through creating, offering
and exchanging products of values with others”. Many Indian companies espouse a satisfied
customer philosophy and describe marketing as customer-satisfaction engineering. Since the
economy in this country has changed from a primary condition of scarcity to gradual and
steady stage of affluence, largely giving consumers the opportunity to choose among many
varied alternatives, satisfaction has become a major concern of business.
INTRODUTION TO CONSUMER BEHAVIOR:
One thing that we have in common is that we all are consumers. In fact
everybody in this world is a consumer. Every day of our life we are buying and
consuming an incredible variety of goods and services. However, we all have
different tastes, likes, dislikes, and adopt different behavior patterns while
making purchase decisions.
The term consumer behavior refers to the behavior that consumers display
in searching for purchasing using evaluation and disposing in searching for
purchasing using evaluating and disposing of products and services that they
exact will satisfy o how individuals make decisions to send their available
resources (time, money and effort) on consumption related items. It includes the
study of “What they buy”, ”Why they buy”, “When they buy it”, “Where they
buy it”, “how often they buy it” and “how often they use.
DEFINITIONS:
Consumer Behavior (or Buyer Behavior) is broadly defined by various

scholars & researchers as:
1. It’s the behavior displayed by the consumers during the acquisition,

consumption and disposition of products, services, time and ideas by
decision making units.
2. It is the body of knowledge which studies various aspects of purchase and
consumption of products and services by individuals with various social
and psychological variables at play.
3. The behavior that the consumers display in searching for, purchasing,
using, evaluating and disposing of products and services that they expect
will satisfy their needs.
4. The process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so
as to satisfy their needs and desires.
5. The activities directly involved in obtaining, consuming, and disposing of
products and services, including the decision processes that precede and
follow these actions.
6. The American Marketing Association (AMA) defines consumer behavior
as “The dynamic interaction of cognition, behavior & environmental
events by which human beings conduct the exchange aspect of their lives.
Consumer behavior is helpful in understanding the purchase Behavior and

preferences of different consumers. As consumers, we differ in terms of sex
age, education, occupation, income, Family setup, religion, nationality and
social status. Because of this different background factors, have different needs
and we have only buy those products and services, which we think, will satisfy
our needs.
A MODEL OF CONSUMER BEHAVIOUR:
A consumer decisions to purchase a particular product of service is the

result of complex interplay of a number of variables. The starting point of the
decision process is provided by the companies marketing stimuli in the shape of
product, promotion, price and distribution strategy. Consumer often purchase
new products that are associated with a favorable viewed brand name.
The term consumer behavior refers to the behavior that consumer display
in searching for purchasing, using, evaluating and disposing of products and
services that they expect will satisfy these needs. The study of consumer
behavior in the study of how individuals make decisions to spend their available
resources (time, money, effort) on consumption related items. It includes the
study of “what they buy”, “why they buy”, “when they buy”, “where they buy”,
“how often they buy” and “how they use”.
MODEL OF CONSUMER BEHAVIOUR
Marketin Other stimuli
g
stimuli
Product Economic Consumer

Price Technological Decisions
Place Political
Consumer Consumer
Promotio cultural Product
Characteristic Decision
n Choice
s Process
Cultural Problem Brand
recognition Choice
Social Information Dealer

DETAILED MODEL Personal Search choice
OF Psychological Evaluation Purchasing
Decision Timing
FACTORS
post Purchasing
INFLUENCING
Purchase Amount
CONSUMER
BEHAVIOR Behavior.
Cultural
Factors
Social
Factors
Culture
Reference Personal
Sub groups Factors
Culture
Age and Life Psychological
Cycle
Family Factors
Occupation
Social
Economic Motivation
Class
Circumstances
Perception
Lifestyle
Roles & Personality Learning Buyers
Status and Self
Beliefs and
Concept
Attitudes
CULTURAL FACTORS:
Culture: Culture is the most fundamental determinant of a persons wants and

behavior like set of values, perceptions, preferences and behaviors through his or
her family member.
Subculture: social classes are relatively homogeneous and enduring divisions

in a society which are hierarchically ordered and whose members shares similar
Values, interest and behavior and social classes includes upper class, middle
class and lower class.
SOCIAL FACTORS:
References Groups: A persons reference groups consist of all the groups that
have a direct (face to face) are indirect influence on the persons altitude or
behavior. This group to which the person, belongs and interacts.
Personal Factors: A consumer decision also influenced by personal
characteristics notably the buyers age & life cycle stage, occupation, economic
circumstances, life style and personality and self concept.
PSYCHOLOGICAL FACTORS:
Motivation: A person has many needs at any given time. Some needs are
biogenic. They arise from psychological states of tension such as hunger, tryst
and discomfort.
Perception: Perception is defined ass “the process by which an individual

selects, organizes, intercepts, information, inputs to create a meaningful picture
of the world.
NEED FOR THE STUDY:
Consumer behavior plays a major role for the growth of the company in
the modern market scenario. The basic idea of this study is to find the consumer
behavior towards WAL-MART. The needs have to be recognized and necessary
steps have to be taken to make the changes.
India is growing rapidly and changes are dynamic. People are changing,
the preference and the demand is changing. The market also has to change
accordingly.
The purpose of consumer behavior is not only for retaining the customers
but also attracting new customers and increasing the sales also creating and
maintenance of brand awareness.
In this competitive market the level of consumer satisfaction decides the

success of any product and any company. The night consumers have to be
targeted and the right strategy should be implemented at the right time. This will
give the desired results.
OBJECTIVES OF THE STUDY:
The main objective is to determine the current consumer behavior levels of

the customers with regards to WAL-MART.
 To study and analyze consumer shopping behavior towards wal-mart.
 To assess the behavior level of different type of customers shopping at

WAL-MART.
 To identify what type of strategies are suitable for the company to reach
the targeted customers.
 To find out the factors which influence the consumption of the products in
wal-mart.
 To identify effective a advertising sources which are influencing customer

purchasing behavior at WAL-MART.
 To find out how the consumers spent their incomes, time on the
purchasing of the products.
RESEARCH METHODOLOGY
The survey technique is intended to secure one or more items of

information from a sample of respondents who are representatives of a larger
group. The information is recorded on a form known as questionnaire. As data
are gathered by asking questions from persons who are believed to have desired
information, the method is known as questionnaire technique.
REASONS FOR WIDE USE OF THIS METHOD:

 It can secure both quantitative and qualitative information directly from
the respondents.
 It is the only method of directly measuring attitudes and motivations.
 It is quite flexible in terms of the types of data to be saaembled, the
method of collection or the timing of research.
Meaning of Research
According to D. Slessinger and M. Stephenson in the Encyclopedia of

social sciences define research as “the manipulation of things, concepts or
symbols for the purpose of generalizing to extend, correct or verify knowledge,
whether that knowledge aids in construction of theory or in the practice of an
art”.
TYPES OF RESEARCH
1. Exploratory Research,
2. Descriptive Research.
Exploratory Research:
Exploratory research studies are also termed as formulate research studies.

The main purpose of such studies in that of formulating a problem for more
precise investigation or of developing the working hypothesis forms an
operational point of view.
Descriptive Research:
Diagnostic Research studies determine the frequency with something

occurs or its association with something else.
In this project, information pertaining to customer needs satisfaction and

their demographic profile was collected; hence it is a descriptive research.
1) Primary data:
Meaning: Primary sources of data are the data which
needs the personal efforts of collect it and which are not readily available.
Primary source of data are the other type of source through which the data was
collected.
Following are few ways in the data was collected:
1. Questionnaires: It is the set of questions on a sheet of paper was being

given to the of fill it, bases on which the data was interpreted.
2. Direct interviewing: Direct interviewing involved the process where I asked

the questions directly to the customers and I got the feedback.
2) Secondary data:
Secondary sources are the other important sources through which the data
was collected.
These are the readily available sources of the data where one had need
not put much effort to collected, because it is already been collected and part in
an elderly manner by some researcher, experts and special.
The secondary sources helpful for the study were
1) Text books like marketing management research methodology

Advertisement and sales promotion etc.
2) Internet was made use for the collection of the data.
3) News papers were also referred.
4) Business magazines were referred.
3) Sample size:
By using judgment random sampling technique 100 respondents are
selected for the purpose of the study.
4) Period of study:
The study is undertaken in the duration of 34 days.
5) Research approach:
The survey method was adopted for collected the primary data.
Survey research is systematic gathering of data from respondent through
questionnaire.
6) Research instrument:
The data for this research study was collected by survey technic using
interview method guided by questionnaire.
7) Collection of Data:
Questionnaire and personal interviews are the methods that I have
used for collecting the data.
SCOPE OF THE STUDY

WAL-MART as six branches in BESTPRICE , GUNTUR. My scope is
limitation to one Branch BESTPRICE , GUNTUR. The scope of the study is to
identify the consumer behavior towards WAL-MART. It is aimed at
enlightening the company about different steps to be taken up to increase the
share of WAL-MART with regard other competitors and also to make the
company to provide better customer services.
The scope of the study is only confined to the area covered under
BESTPRICE , GUNTUR and only confined in studying about the consumer
behavior towads WAL-MART.
LIMITATIONS:
 Time has been a major constraint throughout the study as it has been only
for duration of 2 months.
 As this survey was restricted to BESTPRICE , GUNTUR this cannot be

stated as an in depth research on this subject.
 Enough care is taken in formulating the questionnaire, still some errors
may creep in.
 The consumer behavior varies according to different products.
 Quality verses price was not taken into the consideration.
 The project is based on the interview methodology by a stured

questionnaire and the jpersonal skills of the person undertaking the project
affect the results.
 REVIEW OF LITERATURE
REVIEW OF LITARATURE/CONSUMER BEHAVIOUR:
What is consumer behavior?
Activities people involved in when selecting, purchasing, and using

products so as to satisfy needs and desires. Consumer behavior involves the
psychological process that consumers go through in recognizing needs, finding
ways to solve these needs, making purchase decision (e.g., whether or not to
purchase a product and, if so, which brand and where), interpret information,
make plans, and implement these plans (e.g., by engaging in comparison
shopping or actually purchasing a products).
SOURCES OF INFLUENNCE OF THE CONSUMER:
The consumer faces numerous of influence. Often, we take cultural

influences for granted, but they are significant. An American will usually not
bargain with a storeowner. This, however, is common practice in much of the
world. Physical factors also influence our behavior. We are more likely to buy a
soft drink when we are thirsty. For example, and food manufacturers have found
that it is more effective to advertise their products on radio in the late afternoon
when people are getting hungry. A person’s self image will also tend to
influence. what he/she will buy. An upwardly mobile manager may buy a flashy
car to project an image of success. Social factors also influence what the
consumers buy-often, consumers seek to imitate others whom they Admire, and
may buy the same brands, the social environment can include both the
mainstream culture (e.g., Americans are more likely to have corn flakes/ham and
eggs for brake past than to have rice, which is preferred in many Asian
countries) and a sub culture (e.g., rap music often Appeals to a segment within
the population that seeks to distinguish itself from the main stream population).
Thus sneaker manufacturers are eager to have there products worn by admired
athletes. Finally, consumer behavior is influences by learning – you try a
hamburger and learn that it satisfies your hunger and tastes good, and the next
time you are hungry, you may consider another hamburger.
DECISION-MAKING INVOLVE SEVERAL STEPS

1.Need recognition
5.Purchase evaluation
2. Information search
4.Purchase decision 3. Evaluation of alternatives
Problem recognition – you realize that something is not as it should be. Perhaps,
for example, your car is getting more difficult to start and is not accelerating
well. Information search- what are some alternative ways of solving the
problem? You might buy a new car, buy a used car, take your car in for repair,
ride the bus, ride a taxi, or ride a skateboard to work.
A customer can obtain information from several sources:
Personal sources: family, friends, neighbors etc.
Commercial sources: advertising, sales forces retailers, dealers,
Packaging, point-of sale displays.
Public sources: news papers, radio, television, consumer organizations,
special magazines.
Experimental sources: handling, examining, using the product

Internal and external search for information to make a decision
Internal search: Scan memory.
External search: shopping, personal sources, public media,
Advertisements
Evaluation of alternatives: A skateboard is inexpensive, but may be ill-suited for

long distances and for rainy days.
Purchase stage, and sometimes a post-purchase stage (e.g., you return a

product to the store because you did not find it satisfactory), in reality, people
may go back and fourth between the stages. For example, a person may resume
alternative identification during while evaluating already known alternatives.
The decision maker(s) have the power to determine issues such as:
Whether to buy?
Which product to buy?
Which brand to buy?
Where to buy it? And
When to buy?
Note, however, that the role of the decision maker is separate from that of
the purchaser. From the point of view of the marketer, this introduces some
problems since the purchaser. can be targeted by point-of-purchase (POP)
marketing a effort that cannot be aimed at the decision maker. Also note that the
distinction between the, purchaser and decision maker be somewhat blurred the
decision maker may have to make a substitution if the desired brand is not in
stock, the purchaser may disregard institutions (by error or deliberately).
BUYER BEHAVIOUR – CULTURAL FACTORS
Cultural factors have a significant impact on customer behavior. Cultural

is the most basic cause of a person’s wants and behavior. Growing up, children
learn basic values, perception and wants from the family and other important
group. Marketing are always trying to spot “cultural shift’” which might point to
new products that might be wanted by customer or to increased demand. For
example, the cultural shift towards greater concern about health and fitness has
created opportunities (and now industries) servicing customers who wish to buy:
Low calorie foods
Health club memberships
Exercise equipment
Activity or health- related holidays etc.
Similarly the increased desire for “leisure time” has resulted in increased
demand for convenience product and service such as microwave ovens, ready
meals and direct marketing service businesses such as telephone banking and
insurance.
Each culture contains “sub-cultures” – groups of people with shared values. Sub-
cultures can include nationalities, religions, racial groups, or group of people
sharing the same geographical location. Sometimes a sub-culture will create a
substantial and distinctive market segment of its own.
BUYER BEHAVIOUR – SOCIAL FACTORS:

Introduction: A customer’s buying behavior is also influenced by social factor,
such as the group to which the customer belongs and social status. In a group,
several individuals may interact to influence the purchase decision. The typical
roles in such a group decision can be summarized as follows:
Initiator: the people who first suggest or think the idea of buying a particular
product or service.
Influence: a person whose view or advice influences the buying decision.

Decider: the individual with the power and/or financial authority to make the
ultimate choice regarding which product to buy.
Buyer: The person who concludes the transaction.
User: The person (persons) who actually uses the product or service.
INDIVIDUAL FACTORS THAT SHAPE BUYER BEHAVIOUR PROCESS
HIGH INVOLVEMENT Extensive problem-solving (EPS)
LOW INVOLVEMENT Limited problem solving (LPS)
Reutilized response behavior (RRB)
The various purchase influence factors are as follows:

Personal
Social Age and life Psychologic
Cultural cycle stage
Reference al
Culture
Sub culture
groups Motivation Buyers
Family Occupation Perception
Social culture
Roles and Learning
status Economic Beliefs and
situation attitudes
Life style
Personality
& self
concept
CULTURAL FACTORS
Cultural factors exert a broad and deep influence on consumer behavior.

The marketer needs to understand the role played by the buyer’s culture,
subculture, and social class.
Culture
The set of basic values, perceptions, wants, and behaviours learned by a

member of society from family and other important institutions,
Subculture
A group of people with shared value systems based on common life

experiences and situations.
Social classes
Relatively permanent and ordered divisions in society whose members

share similar values, interests, and behaviors.
SOCIAL FACTORS
A consumer’s behavior also is influenced by social factors, such as the

consumer’s small groups, family, and social roles and status.
Groups
Two or more people who interact or accomplish individual or mutual

goals.
Family
A family is a domestic group of people, or a number of domestic groups

linked through descent (demonstrated or stipulated) from blood relation,
marriage or adoption.
Roles and status
A person belongs to many groups- family, clubs, organisations. The

person’s position in each group can be defined in terms of both role and status.
PERSONAL FACTORS
A buyer’s decisions also are influenced by personal characteristics such as

the buyer’s age and life cycle stage, Occupation, economic situation, lifestyle,
and personality and self-concept.
Age and life-cycle stage
People change the goods and services they buy over their lifetimes. Tastes
and preferences changes as lift-cycle goes.
Personality and self concept
A person’s distinguishing psychological characteristics that lead to

relatively consisting and lasting responses to his or her own environment.
PSYCHOLOGICAL FACTORS
A person’s buying choices are further influenced by four major

psychological factors: motivation, perception, learning, and attitudes.
Motivation
A need that is sufficiently pressing to direct the person to seek satisfaction

of the need.
Perception
The process by which people select, organize, and interpret information to

form a meaningful picture of the world.
Learning
Changes in an individual’s behavior arise from experience.
Beliefs and attitudes
A descriptive thought that a person holds about something is his/her

belief. A person’s consistently favorable or in favourable evaluations, feeling,
and tendencies toward and object or idea is attitude.
The common tools used to conduct data analysis range from simple cross
tabulations and segmentation analysis to more sophisticated statistical methods
such as multivariate and logistic regression discriminates analysis and cluster
analysis. In the last few years, optimization tools and machine learning
algorithms such as neural networks and genetic algorithms have also been used
to perform advanced data analysis.
The study of consumers helps firms and organizations imjprove their marketing
strategies by understanding issues such as
 The psychology of how consumers think, feel, rason, and select between
different alternatives (e.g., brands, products);
 The psychology of how the consumer is influenced by his or her
environment (e.g., culture, family, signs, media);
 The behavior of consumers while shopping or making other marketing
decisions;
Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;
How consumer motivation and decision strategies differ between products

that differ in their level of importance or interest that they entail for th consumer;
and How marketers can adapt and improve their marketing campaigns and
marketing strategies to more effectively reach the consumer.
Understanding these issues helps us adapt our strategies by taking the

consumer into consideration. For example, by understanding that a number of
different messages compete for our potential customers’ attention, we learn that
to be effective, advertisements must usually be repeated extensively. We also
learn that consumers will sometimes be persuaded more by logical arguments,
but at other times will be persuaded more by emotional or symbolic appeals. By
understanding the consumer, we will be able to make a more informed decision
as to which strategy to employ.
 Behavior occurs either for the individual, or in the context of a group(e.g.,
friends influence what kinds of cloothes a person wears) or an
organization (people on the job make decisions as to which products the
firm should use).
 Consumer behavior involves the use and disposal of products as well as
the study of how they are purchased. Product use is often of great interest
to the marketer, because this may influence how a product is best
positioned or how we can encourage increased consumption. Since many
environmental problems result from product disposal (e.g., motor oil
being sent into sewage systems to save the recycling fee, or garbage piling
up at landfills) this is also an area of interest.
 Consumer behavior involves services and ideas as well as tangible
products.
 The impact of consumer behavior on society is also of relevance.
 INDUSTRY PROFILE
 COMPANY PROFILE
INDUSTRY JPROFILE
WHOLESALEindustry largest industry, accounting for are 10% of the
country’s GDP and around 8% of the employment WHOLESALEindustry in
India is at the cross roads. It has emerged as one of the most dynamic and fast
paced industry with several players entering the market, but because of the heave
intial investment required break even is difficult to achieve and many of these
players have not tasted success so far.
However the future is promising; the market is growing, government

policies are becoming more favorable and emerging technologies are facilitating
operations. Retailing in India is gradually inching its way towards becoming the
next boom industry. The whole concept of shopping has altered in terms of
format and consumer buying behavior ushering in a revolution in shopping in
India.
SOMEKEY FACTORS
 WHOLESALEIS India’s largest industry accounting for over 10% of the

country’s GDP and around 8%of the employment.
 The market size of th Indian WHOLESALEindustry is about US $312
billion.
 Retailing in India is gradually inching its way towards becoment the next
boom industry.
 A large young working population with average age of 24 years
INDIA’S CONSUMPTION COSMO
During the past decade, private final consumption expenditure has been the key
driver of economic growth in India.
Growth domestic
product
$973billion
Capital Formation $273 billion

Government spending $108 billion (11%)
Private final (29%)
(2922
consumption
Expenditure
$592billion (60%)
Consumption spending
Utility payments Fuel
transportation Electricity, $350 billion
water communication
Expenditure on medical &
education $242billion
The $ 350 billion consumption spending provides the single wal-martgest

business opportunities in India and is divided into sa,e key categories led by
food, fashion and home products
Fashion
Accessories 5.5%
$225b
Fashion Consumer Durable
Accessories 5.5% 4% $14b
$225b
Fashion
Accessories 5.5%
$225b Furniture 3.4%
Fashion $12b
Accessories 5.5%
$225b
Fashion
Accessories 5.5%
$225b Fashion
Accessories 5.5%
$225b
Fashion
Accessories 5.5% Fashion
$225b Accessories 5.5%
$225b
COMPANY PROFILE
Wal-Mart India Private Limited (“Walmart India”) is a wholly owned

subsidiary of Walmart Inc., the world’s leading retailer renowned for its
efficiency and expertise in logistics, supply chain management and sourcing.
Walmart entered India through a joint venture with Bharti Enterprises in 2007
and opened its first store in India in Amritsar, Punjab on 29th May, 2009. In
2013, Walmart India became a wholly owned subsidiary of Walmart Stores, Inc.
Today, Walmart India owns and operates 21 Cash & Carry stores under the
brand name of Best Price Modern Wholesale Stores (“Best Price”) in 9 states
across the country. Our business in India is membership-based and we have
more than one million members, majority of whom are small resellers and
kiranas (mom & pop stores). Other business segments who are our members are
hotels, restaurants, offices and institutions. We support them with high quality
products at consistent, transparent and competitive prices so that their businesses
prosper.
Walmart India opened its first Fulfillment Center in Mumbai in November

2017 to enable kiranas, resellers & other businesses in Mumbai and
neighbouring areas to get access to a wide & exciting assortment of merchandise
relevant to them without stepping out of their stores. The FC has been curated
keeping in mind the finer nuances of convenience of small resellers, kiranas &
other businesses – choice, value and service that they expect – great quality and
competitively priced merchandise, doorstep delivery and easy payment
solutions. The FC contributes to the State and local economies by creating over
1500 direct & indirect local jobs, developing SME suppliers, and enabling small
businesses to succeed. This model is a definitive step towards building an
impactful distribution eco-system.
In addition to Cash & Carry business in India, Walmart contributes to the Indian
economy in many other ways, including through Global Sourcing Centre and the
Technology Centre, Walmart Labs.
 Global Sourcing Centre (Bangalore): The global sourcing hub procures non-
food products from Indian manufacturers for 13 of its global markets, further
supporting the economy and the ‘Make in India’ initiative.
 Walmart Labs (Bangalore): The technology centre in Bangalore started in

November 2011. More than 1200 local engineers and technical experts develop
cutting edge solutions, retail technology and support global operations for
ensuring operational efficiencies to drive seamless shopping experiences for
customers.
Best Price caters to the needs of different business customers by providing
relevant products and solutions to individual segments. We cater to three broad
categories of business segments:
Reseller
We cater to multiple subsegments of Resellers like
 Kirana stores
 Electronics and durable outlets
 Stationery shops
 Fruits and vegetable outlets
 Commodities shops, poultry, meat and fish shops
 Confectionery Shops
 Apparel & Accessories
Best Price offers relevant categories for these subsegments such as
 FMCG foods
 Non Food
 Apparel
 Electronics
 Stationery
 Footwear
 Fancy items
 Staples
 Grocery
 Home Appliances
 Home Furnishing
 Fresh Meat
 Vegetables and Fruits
 Dairy & Confectionery and many more
Best Price offers good availability, competitive pricing and greater
margins to help maximize business profits for these segments. In addition,
resellers can also benefit from easy payment and delivery solutions.
Offices & Institutions (O&I)
Best Price caters to a large number of O&I members across our stores that
includes several Fortune 500 companies. We provide a customized
assortment and services to
 Offices
 Schools and Colleges
 Hospitals
 Manufacturing Units
 Armed Forces
 Religious and Cooperative Organizations
Segments mentioned above can avail advantage of a wide range of
assortment, transparent and competitive prices and great member service.
We offer a relevant assortment such as office supplies, housekeeping
products, electronics, general merchandise and requirements for canteens
like FMCG, commodity, grocery, etc. We also provide customized
payment solutions to these segments to provide greater convenience and
enhance overall buying experience.
Hotels, Restaurants and Caterers (HoReCa)
We cater to a large number of HoReCa members across 21 existing stores.

We have a customized assortment and solutions to meet the needs of
multiple subsegments like
 Hotels
 Restaurant and Dhabas
 Caterers
 Mithai & Sweet Shops
 Bakers
Some of the star hoteliers and caterers are our prestigious members.
Members get the benefit of a wide range of products to suit their needs at
competitive and transparent prices, great shopping experience, and convenient
payment and delivery solutions. We also have a well-equipped and trained sales
team who provide services to business members at their doorstep to enhance
their overall experience as Best Price members.
Leadership
Krish Iyer
President and CEO, Walmart India
Sameer Aggarwal
Executive Vice President and Chief Strategy and Administrative Officer
Devendra Chawla
EVP & Chief Operating Officer - Merchandising, Marketing, Procurement and
Omni Channel, Walmart India
Rajneesh Kumar
Chief Corporate Affairs Officer, Walmart India
Murali Krishna Lanka

SVP & Chief Real Estate Officer, Walmart India
Avishkar Mehrotra
SVP & Chief People Officer, Walmart India
Ritika Ratti
Chief Ethics Compliance Officer & Anti-Corruption Sr. Director
Krish Iyer
President and CEO, Walmart India
Krish Iyer is the President and CEO, Walmart India. A long-term retail
professional with global retail experience, he brings significant management and
leadership experience to his present role.
Krish has over three decades of rich experience in varied fields such as finance,
marketing, retail & general management. In the field of retail, he has gained
significant global experience over the last sixteen years in various countries such
as Hong Kong, Philippines, Taiwan, Thailand, Japan and USA in addition to
India.
He joined Walmart International as a Senior Vice President in 2012. Prior to

this, during his over six years' tenure with A.S. Watson Group, a leading
international health, beauty and lifestyle retailer, Krish handled the business in
Philippines, Taiwan and Thailand as Country Head & Managing Director.
Concurrently, for over 3 years, he served as Regional Director of Store Design
and Development for Asia and Eastern Europe.
Prior to that, Krish was Managing Director and CEO of Piramyd Retail Limited.
During his 7.5 years tenure, Krish was also CEO of Retail Business of Piramal
Enterprises comprising of Shopping Malls, Department Stores, Supermarkets
and Entertainment Centres, during this period, he was also a member of several
industry associations, notable among them being the role of Founding Member
of Retailers Association of India.
Krish is Chairperson of National Executive Board of AMCHAM India

(American Chamber of Commerce in India), Member of Advisory Council of
USIBC, Chairperson, India Food Forum, Chairperson of FICCI Retail & Internal
Trade Committee, Member of FICCI National Executive Committee, Member of
CII committee on MNCs, Member of the National advisory Council of RAI
(Retailers Association of India), Member of National Advisory Council of
Enactus India and Advisory Council Member of Smile Train India.
Krish has a Bachelor’s of Commerce (Hons.) degree from the University of

Mumbai, India and is an Associate member of the Institute of Chartered
Accountants of India.
Krish lives in Gurgaon. During leisure, he loves to read and spend time with his
family.
 DATA ANALYSIS
 INTERPRETATIONS
CONSUMER BEHAVIOR QUESTIONAIRE
Q1. How do you come to know about WAL-MART?

promotion No. of Customers Percentage (%)
Advertisement 80 80
Colleagues references 12 12
Frien 4 4
ds/Relatives references
Any other specify 4 4
Total 100 100
4%
4%
12%
Advertisement
Colleagues references
Friend/Relatives references
Any other
82%
IN
TERPRETATION:
From the above study 80% of respondents from Advertisement, 12% of

respondents from Colleagues and 4% of respondents from Friends/Relatives
Remaining 4% of respondents from others.
Q2. How frequently do you visit best price?

Particulars No. of Customers Percentage (%)
Once in a week 30 30
Twice in a week 43 43
Once in every 15 days 15 15
Once in a month 12 12
Total 100 100
43%
45%
40%
35%
30%
30%
25%
No. of respondents
20%
15%
15% 12%
10%
5%
0%
Once in a week Twice in a week Once in every 15 Once in a month
days
INTERPRETATION:
From the above study,30% of respondents from once in a week, 43% of

respondents from twice in a week and 15% of respondents from every 15 days
Remaining 12% of respondents from every month.
CHI – SQUARE TEST:

The above analysis is also analysed with the chi – square test to find
the dependency between no of visits to WAL-MART and Goods bought.
This test is as follows.
Ho= There is relation between visits and goods bought in WAL-MART.
Ha = There is relation between no. of visits and goods bought in WAL-MART.
Caliculation of χ2 has been presented in the table.
Food clothes Electronics furniture others

items
Once in week 10 7 2 5 6 30
Twice in week 5 18 7 12 1 43
Once in 15 days 8 1 3 1 2 15
Once in 30 days 2 6 2 0 1 12
25 33 14 18 10 100
X2 = (f-f1)f1 = 24.9456
The degree of freedom for the given problem is
(r-1)(s-1) = 12
There fore the probability ‘P’ nvalue is 0.24 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency in
between the no of visits to WAL-MART and the goods bought.
Q3. What is the main purpose of Purchase?x

Particulars No. of respondents Percentage (%)
Personal usage/consumption 71 71
To Gift 19 19
Any other pl. Specify 10 10
Total 100 100
No. of respondents
71%
80%
60%
40% 19%
10%
20% No. of respondents
0%
Personal usage/ To Gift Any other
consumption
INTERPRETATION:
From the above table we can conclude that the major numbers of
respondent’s of 71% personal usage, 19% to gift and remaining 10% any other.
Q4. Which category of products do you buy most at WAL-MART?

Aspects No. of respondents Percentage
Food items 25 25
Clothes 33 33
Electronics 14 14
Furniture 18 18
Any other pl. Specify 10 10
Total 100 100
No. of respondents
35%
30%
25%

33%
15%
25%
10% 18%
14%
10%
5%
0%
Food items Clothes Electronecs Furniture Any other pl.
Specify
INTERPRITATION:
From the above study 25% of respondents from Food items, 33% of
respondents from Clothes and 14% of respondents from Electronics 18% of
respondents from furniture and 10% others.
Q5. You prefer to go in WAL-MART with?

particulars No. of respondents Percentage (%)
Family members 28 28
Spouse 13 13
Friends 55 55
Others 4 4
Total 100 100
No. of Customers
4% 28%
Family members
Spouse
Friends
Others
55%
13%
INTERPRETATION:
From the above study 28% of respondents from Family, 13% of

respondents from Spouse and 55% of respondents from Friends and remaining
4% are others.

the relation between people who accompany and Products bought. This test
is as follows.
Ho= There is relation between people who accompany and goods bought in
WAL-MART.
Ha = There is relation between people who accompany and goods bought in

WAL-MART.

items
Family mbrs 12 10 3 2 1 28
Spouse 2 3 4 2 2 13
Friends 11 20 5 13 6 55
Others 0 0 2 1 1 04
25 33 14 18 10 100
X2 = (f-f1)f1 = 20.4779
(r-1)(s-1) = 12
There fore the probability ‘P’ nvalue is 0.20 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency in
between the people who accompany and the goods bought in WAL-MART.
Q6. Which mall you like the most in the city?

WAL-MART 72 72
Spencer 15 15
City central 12 12
Hyd central 1 1
Total 100 100
No. of respondents
1%
12%
Big Bazaar
Spencer
15% City Central
Hyd Central
72%
INTERPRETATION:
From the survey it is observed the 72% of respondents for WAL-MART, 15%
of respondents for Spencer, 12% of respondents for City central and only 1% of
respondents are hyd central.
Q7. What is the reason behind purchasing in WAL-MART?

particulars No. of Respondents Percentage (%)
Goo satisfaction over products 10 10
Reasonable prices 78 78
More offers 12 12
Any others 0 0
total 100 100
No. of respondents
80% 78%
70%
60%
50%
30%
20%
10%
10% 12%
0%
0%
Good satisfac-
tion over Reasonable
products prices More Offers
Any others
INTERPRETATION
From the study it is observed that 10% of respondents for Good

satisfaction over products, 78% of respondents for Reasonable prices, 12% of
respondents for More offers.
Q8. How do you rate the pricing of products at WAL-MART?
Particulars No. of Respondents Percentage (%)

Expensive 09 09
Competitive 21 21
Affordable 36 36
Reasonable 34 34
Total 100 100
No. of respondents
9%
21%
Expensive
Competitive
Affordable
Reasonable
36%
120%
INTERPRETATION:
From the above study 09% of respondents from Expensive, 21%

of respondents from Competitive and 36% of respondents from
Affordable 34% of respondents from Reasonable.

the relationship between price of products in WAL-MART and Goods
bought. This test is as follows.
Ho= There is relation between prices of the products in WAL-MART and goods
bought in WAL-MART.
Ha = There is relation between prices of the products in WAL-MART and goods

bought in WAL-MART.

items
Expensive 3 4 1 0 1 09
Competitive 7 5 2 4 3 21
Offerdable 9 13 3 7 4 36
Reasonable 6 11 8 7 2 34
25 33 14 18 10 100
X2 = (f-f1)f1 = 8.7773
(r-1)(s-1) = 12
There fore the probability ‘P’ value is 0.87 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency
between prices of products and goods bought in WAL-MART.
Q9. Why do you prefer to shop in WAL-MART?
Particulars No. of respondents Percentage

Availability of adequate stock 16 16
Convenience of location and timing 21 21
Offers and discounts 36 36
Variety of products 27 27
Total 100 100
No. of respondents
40% 36%
35%
30% 27%
25% 21%
20% 16%
15%
10%
0%
cts
ts
ck
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in
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INTERPRETATION:
From the above study 16% of respondents from Availability of adequate

stock, 21% of respondents from Convenience of location and timing, and 36%
of respondents from offers and discounts, 27% of respondents from variety of
products.

the dependency between preference to shop and Goods bought. This test is
as follows.
Ho= There is relation between preference to shop and goods bought in WAL-
MART.
Ha = There is relation between preference to shop and goods bought in WAL-

MART.
Food clothes Electronic furniture others

items s
Stock available 6 4 1 2 3 30
Convenience 4 9 5 3 0 43
Offer&discounts 10 13 6 2 5 15
Variety prdts 5 7 2 11 2 12
25 33 14 18 10 100
X2 = (f-f1)f1 = 21.7921
(r-1)(s-1) = 12
There fore the probability ‘P’ value is 0.21 that is around 50% of probability
correct to the hypothesis. There fore it is said that there is no dependency
between preference to shop and the goods bought in WAL-MART.
10. what more facility would you like to get at WAL-MART?
facilities No. of respondents Percentage (%)

Membership card 18 18
Discount card 53 53
Free parking offers 9 9
Lucky draw 20 20
Total 100 100
No.of respondents
18%
53% Membership card

Discount card
Free parking offers
Lucky draw
120%
9%
INTERPRETATION:
From the data specified, 18% of customers are interested in membership

card, whereas 9% are interested in parking offers, 20% are interested in lucky
draw but more than half are interested in discount card i.e.53% by this we can
say that most of the customers prefers to having discount cards at WAL-MART.
Q11. How often do you ask for Assistance from store staff in selecting you
purchase?

Almost always 22 22
Frequently 30 30
Sometimes 40 40
Never 8 8
total 100 100
No. of respondents
40%
40%
35%
30%
30%
25% 22%
15%
10%
8%
5%
0%
Almost always
Frequently
Sometimes
Category 4
INTERPRETATION:
From the above data, we decide that 22% of the customers take
assistance from staff always, whereas 30% take help frequently, 40% have take
assistance sometimes, and 8% will not depend on others. From the collected
data, we can say that the manority of the customers take assistance from the
store staff sometimes.
Q12. How is your overall experience in WAL-MART?

Excellent 63 63
Good 27 27
Poor 10 10
Total 100 100
No. of respondents
70% 63%
60%
50%
40%
No. of respondents
30% 27%
20%
10%
10%
0%
Excellent
Good
Poor
INTERPRETATION:
From the above data, we decide that 63%of the customers overall experience in
WAL-MART is excellent, 27% of the customers overall experience is Good and
only 10% of customers overall experience is poor. From this we can decide that ,
the overall customer satisfaction level is good
Q13. Would you visit WAL-MART again?

Sure 85 85
May be 12 12
Never 3 3
Total 100 100
No. of respondents
15%
Sure
May be
Never
85%
INTERPRETATION:
respondents 85% of the respondents say sure, 12% of the respondents say May
be, 3% of the respondents say Never.
Q14. Do you suggest any one to shop at WAL-MART?

Yes 85 85
No 15 15
Total 100 100
85
90
80
70
60 yes
50 No
40
30 15
20
10
0
suggest any one to shop at big bazaar
INTERPRETATION:
respondents Yes, 85%, which comprises of 15% of the No.
Q15. How do you suggest to WAL-MART Management to making present

WAL-MART to more attractive?
To maintain quality products 45 45
Reasonable prices 25 25
Giving more offers and discounts 25 25
convenience 5 5
Total 100 100
No. of respondents
5%
25%
To maintain quality products
45% Reasonable prices
Giving more offers and discounts
Convenience
25%
INTERPRETATION:
From the study it is observed that 45% of respondents for To maintain

quality products, 25% of respondents Reasonable Prices, 10% of respondents in
Every month, 25% of respondents for Giving more of offers and discounts, 5%
respondents for convenience.
Q17. Mention your satisfaction level for following elements
1. Highly satisfied
2. Satisfied
3. Neither satisfied nor dissatisfied
4. Dissatisfied
5. Highly dissatisfied
Elements 1 2 3 4
1. Location ( ) ( ) ( ) ( )
2. Operating time ( ) ( ) ( ) ( )
3. Parking facility ( ) ( ) ( ) ( )
4. Cleanness of store ( ) ( ) ( ) (
5. Spacious shop floor ( ) ( ) ( ) ( )
6. Easy to locate product ( ) ( ) ( ) ( )
7. Quality product ( ) ( ) ( ) ( )
8. promotion offers ( ) ( ) ( ) ( )
9. price fo the product ( ) ( ) ( ) ( )
10.staff helpfulness ( ) ( ) ( ) ( )
11.flexibility in payment
mode ( ) ( ) ( ) ( )
12.return of value for
money ( ) ( ) ( ) ( )
1. LOCATION:
Satisfaction level No. of respondents Percentage (%)
Highly satisfied 25 25
Satisfied 10 10
Neither satisfied nor dissatisfied 60 60
Dissatisfied 5 5
Highly dissatisfied 0 0
Total 100 100
Satisfaction level based on Location

5
25
Highly satisfied
Satisfied
Neither satisfied nor dissatisfied
Satisfied
Highly dissatisfied
10
60
INTERPRETATION:
From the above data, we decide that 25% of the customers satisfaction
level is highly satisfied on the basis of location of WAL-MART, 10% of the
customers satisfaction level is satisfied on the basis of location of WAL-MART,
60% of the customers satisfaction level is neither satisfied nor dissatisfied, 5%
of the customers satisfaction level is dissatisfied and in the customers no one’s
satisfaction level is highly dissatisfied.
2. OPERATING TIME:
Satisfaction level No. of customers Percentage (%)
Satisfied 50 50
Dissatisfied 10 10
100 100
Satisfaction level based on Operating time
3%
10% 10%
Highly satisfied
Satisfied
27% Dissatisfied
Highly dissatisfied
50%
INTERPRETATION:
from the data above specified, 10% of customers are highly satisfied, 50%
of the customers are satisfied, 27% of the customers are neither satisfied nor
dissatisfied , 10% of the customers are dissatisfied , 3% of the customers are
highly dissatisfied on the basis of operating time.
3. PARKING FACILITY:
Satisfied 56 56
Dissatisfied 7 7
100 100
Satisfaction level based on Parking facility

60% 56%
50%
40%
30%
30%
20%
7% Satisfaction level based on Parking
10% 6% facility
1%
0%
d
ed
ed
d
ed
fie
fie
sfi
sfi
sfi
tis
tis
ati
ati
ati
Sa
sa
ss
ss
iss
Di
di
ly
rd
gh
ly
no
gh
Hi
Hi
d
fie
tis
sa
er
ith
Ne
INTERPRETATION:
highly dissatisfied on the basis of parking facility.
4.CLEANNESS OF STORE:
Satisfied 22 22
Dissatisfied 12 12
100 100
Satisfaction level based on Cleanness of store

40%
35%
30%
25%
20% 36% 32%
15% 22%
10% 12% Satisfaction level based on
5% Cleanness of store
0%
0%
d
ed
d
ed
ed
fie
fie
sfi
sfi
sfi
tis
tis
ati
ati
ati
Sa
sa
ss
ss
iss
ly
Di
di
rd
gh
ly
Hi
no
gh
Hi
d
fie
tis
sa
er
ith
Ne
INTERPRETATION:
highly dissatisfied on the basis of Cleanness of store.
5.SPACIOUS SHOP FLOOR:

Satisfied 25 25
Dissatisfied 20 20
100 100
Satisfaction level based on Spacious shop floor

40%
40%
35% 25%
30% 20%
25%
20%
9%
15% 6%
10% Satisfaction level based on
5% Spacious shop floor
0%
d
ed
d
ed
ed
fie
fie
sfi
sfi
sfi
tis
tis
ati
ati
ati
Sa
Sa
ss
ss
iss
ly
Di
di
rd
gh
ly
Hi
no
gh
Hi
d
fie
tis
sa
er
ith
Ne
INTERPRETATION:
highly dissatisfied on the basis of Spacious shop floor.
6.EASY TO LOCATE PRODUCT:

Satisfied 8 8
Dissatisfied 9 9
100 100
Satisfaction level based on Easy to locate

product
3% 9%
Highly satisfied
8% Satisfied
Dissatisfied
Highly dissatisfied
80%
INTERPRETATION:
highly dissatisfied on the basis of Easy to locate the product.
7.QUALITY OF PRODUCTS:
Satisfied 80 80
Dissatisfied 8 8
100 100
Satisfaction level based on quality of products

80%
80%
70%
60%
50%
40%
30%
20% 10% 8% Satisfaction level based on quality
2% 0% of products
10%
0%
d
ed
d
ed
ed
fie
fie
sfi
sfi
sfi
tis
tis
ati
ati
ati
Sa
sa
ss
ss
iss
ly
Di
di
rd
gh
ly
Hi
no
gh
Hi
d
fie
tis
sa
er
ith
Ne
INTERPRETATION:
highly dissatisfied on the basis of Quality of products.
8.PROMOTION OFFERS;
Satisfied 60 60
Dissatisfied 2 2
100 100
Satisfaction level based on Promotion ofers

60%
60%
50%
40%
30% 20% 18%
20%
Satisfaction level based on Promo-
10% 2% 0% tion ofers
0%
d
ed
d
ed
ed
fie
fie
sfi
sfi
sfi
tis
tis
ati
ati
ati
Sa
sa
ss
ss
iss
ly
Di
Di
rd
gh
ly
Hi
no
gh
Hi
d
fie
tis
sa
er
ith
Ne
INTERPRETATION:
highly dissatisfied on the basis of Promotion Offers.
9.PRICE OF THE PRODUCT:

Satisfied 90 90
Dissatisfied 0 0
100 100
Satisfaction level based on Price of the product

90%
90%
80%
70%
60%
50%
40%
30%
20% 4% Satisfaction level based on Price of
3% 0% 3% the product
10%
0%
d
ed
d
ed
ed
fie
fie
sfi
sfi
sfi
tis
tis
ati
ati
ati
Sa
sa
ss
ss
iss
ly
Di
Di
rd
gh
ly
Hi
no
gh
Hi
d
fie
tis
sa
er
ith
Ne
INTERPRETATION:
highly dissatisfied on the basis of Price of the product.
10.STAFF HELPFULNESS:
Satisfied 8 8
Dissatisfied 12 12
100 100
Satisfaction level based on Staff helpfullness

3%
12%
Highly satisfied
Satisfied
Dissatisfied
52% Highly Dissatisfied
25%
8%
INTERPRETATION:
highly dissatisfied on the basis of staff helpfulness.
11.FLEXIBILITY IN PAYMENT MODE:

Satisfied 80 80
Dissatisfied 3 3
100 100
Satisfaction level based on Flexibility in

payment mode
3%
7% 10%
Highly satisfied
Satisfied
Dissatisfied
Highly dissatisfied
80%
INTERPRETATION:
highly dissatisfied on the basis of Flexibility in Payment mode.
12.RETURN OF VALUE FOR MONEY:

Satisfied 60 60
Dissatisfied 0 0
100 100
Satisfaction level based on Return of value of

money
5%
35%
Highly satisfied
Satisfied
Dissatisfied
Highly Dissatisfied
60%
INTERPRETATION:
highly dissatisfied on the basis of Return of Value for Money.
 FINDINGS
 SUGGESTIONS
From the responses of 100 customers the findings can be listed as:
 As per the findings, all are having the awareness of WAL-MART. We can
say that WAL-MART have good place in the minds of the customers.
 As per the findings 60% of male customers are come to WAL-MART for
shopping.
 The customers who were mainly age guoup of 26- 35 years are shopping
at WAL-MART.
 It has been found that the Majority of the Respondents come to know
about the WAL-MART through Friends/Relatives References and
Advertisements only. So we can say that the word of mouth and
advertisements are plays a very important role when customers shopping
at WAL-MART.
 As per findings, Majority of the Respondents are visits WAL-MART
twice in a week. By this, we can say that most of the customers are
coming to WAL-MART regularly.
 As per findings, Majority of the Respondents are purchasing for the
Purpose of Personal use/consumption only.
 As per findings, Majority of the respondents are interested to shopping at
Clothes.
 Most of customers are prefer to come to WAL-MART with friends, and
customers are motivates by them at purchase.
 Majority of the respondents are interested to visit WAL-MART when
compare to other malls.
 As per the findings, majority of the customers choose the WAL-MART
for availability of products as well as reasonable prices.
 Majority of the customers are rate for affordable pricing in WAL-MART.
 As per findings, most of the customers prefer to shop in WAL-MART for
offers & discounts.
 As per findings, most of the respondents are taking assistance from the
store staff during purchase period. We can say that customers take
assistance from store staff when they shopping in WAL-MART.
 As per the findings, majority of the customers are satisfied with the value
of their money provided by WAL-MART.
 As per findings, overall experience of the respondents is found to be
Excellence as started by 12% of the Respondents, and Good by 60% of
the Respondents, Very few rated as poor.
 As per findings, most of the customer’s opinion is to revisit the WAL-
MART.
 As per findings, Majority of the Respondents are recommended to others
for shopping in WAL-MART.
 As per findings, as much as 45% of the Respondents to suggest the WAL-
MART to maintain good quality in products.
RECOMMENDATIONS
An attempt has been made to suggest to the WAL-MART a few measures. These
suggestions have been made within the preview of the data available.
1) The company must go for some more promotional activities rather than
TV, advertisement, hoarding and news papers.
2) The company has to conduct the periodical meetings with customers and
take their valuable suggestions.
3) The company may adopt policy of discounts cards and gifts to customers
while purchasing the products.
4) Innovative efforts must be launched to improve the position through better

marketing strategies.
5) Innovative packaging can give a company an advantage over competitors.
6) The store staff should be trained adequately so as to “convince” the

Potential buyers, because his performance on jobs has great impact on sale
of a product.
7) Most of the customers belongs to age group of 17-27 years. So, company
has to concentrate more on those people to enhance the sales.
8) Moreover, the company has to concentrate more on the customers of age

group of 28-37 years to enhance the sales.
 QUESTIONNAIRE
 BIBLIOGRAPHY
QUESTIONNAIRE
(The information furnished by the respondent is strictly for Academic purpose only)
Dear Respondent, as a part of research, a survey is taken up to study the

Consumer Behavior towards the WAL-MART. Kindly provide the following
information.
Name: Location:
Age: Occupation:
Gender M/F: Education;
Income for month:
Q1) How did you come to know about Biz Bazaar?
a) Advertisement
b) Colleagues references
c) Friends/relatives references
d) Any other specify
Q2) How frequently do you visit WAL-MART?
a) Once in a week
b) Twice in a week
c) Once in every 15 days
d) Once in a month
Q3) what is the main purpose of purchase?
a) Personal Usage / consumption

b) To Gift
c) Any other pl. Specify
Q4) Which category of Products do you buy most at WAL-MART?
a) Food items
b) Clothes
c) Electronics
d) Any other pl. Specify
Q5) You prefer to go in WAL-MART with
a) Family members
b) Spouse
c) Friends
d) Others
Q6) Which mall you like the most in the city
a) WAL-MART
b) Spencer
c) City central
d) Hyd central
Q7) What is the reason behind purchasing in WAL-MART?
a) Good satisfaction over products

b) Reasonable prices
c) More offers
d) Any others
Q8) How do you rate the pricing of products at WAL-MART?
a) Expensive
b) Competitive
c) Affordable
d) Reasonable
Q9) Why do you prefer to shop in WAL-MART?
a) Availability of adequate stock

b) Convenience of location and timing
c) Offers and discounts
d) Variety of products
Q10) What more facility would you like to get at WAL-MART?
a) Membership Card
b) Discount Card
c) Free packing Offers
d) Lucky draw Offer
Q11) How often do you ask for Assistance from store staff in selecting your
Purchase?
a) Almost Always
b) Frequently
c) Sometimes
d) Never
Q12) How is your overall experience in WAL-MART?
a) Excellent
b) Good
c) Poor
Q13) Would you visit WAL-MART again?
a) Sure
b) May be
c) Never
Q14) Do you suggest any one to shop at WAL-MART?
a) Yes
b) No
Q15) How, do you suggest to WAL-MART management to making present

WAL-MART to more attractive?
a) To maintain quality products

b) Reasonable prices
c) Giving more offers and discounts
d) Convenience
Q16) Please give your valuable suggestions regarding WAL-MART over all
functioning_________________________________________________
Mention your satisfaction level for following elements
1) Highly satisfied
2) Satisfied
3) Neither satisfied nor dissatisfied
4) Dissatisfied
Elements 1 2 3 4
1. Location ( ) ( ) ( ) ( )
2. Operating time ( ) ( ) ( ) ( )
3. Parking facility ( ) ( ) ( ) ( )
4. Cleanness of store ( ) ( ) ( ) (
5. Spacious shop floor ( ) ( ) ( ) ( )
6. Easy to locate product ( ) ( ) ( ) ( )
7. Quality product ( ) ( ) ( ) ( )
8. promotion offers ( ) ( ) ( ) ( )
9. price fo the product ( ) ( ) ( ) ( )
10.staff helpfulness ( ) ( ) ( ) ( )
11.flexibility in payment
mode ( ) ( ) ( ) ( )
12.return of value for
money ( ) ( ) ( ) ( )
Thank you
BIBLIOGRAPHY
Text Books
Consumer Behavior: Albert J. Dells Bittas
Consumer Behavior: David L. Loudon
Principles of Marketing: Philip Kotler
Marketing Management: Philip Kotler
Websites:
www.consumerbehavior.com

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ABSTRACT

Research in common man’s language refers to a search for

CHAPTER 1  NEED & IMPORTANCE

CHAPTER 2  REVIEWOF LITERATURE 23 – 31

CHAPTER 3  INDUSTRY PROFILE 33 – 47

CHAPTER 4  DATA ANALYSIS & 49 – 76

As quoted by P.P.Drucker “Marketing is so basic that it cannot be considered a separate

INTRODUTION TO CONSUMER BEHAVIOR:

Consumer Behavior (or Buyer Behavior) is broadly defined by various

1. It’s the behavior displayed by the consumers during the acquisition,

Consumer behavior is helpful in understanding the purchase Behavior and

A MODEL OF CONSUMER BEHAVIOUR:

A consumer decisions to purchase a particular product of service is the

Product Economic Consumer

Social Information Dealer

Culture: Culture is the most fundamental determinant of a persons wants and

Subculture: social classes are relatively homogeneous and enduring divisions

Perception: Perception is defined ass “the process by which an individual

NEED FOR THE STUDY:

In this competitive market the level of consumer satisfaction decides the

OBJECTIVES OF THE STUDY:

The main objective is to determine the current consumer behavior levels of

 To study and analyze consumer shopping behavior towards wal-mart.

 To assess the behavior level of different type of customers shopping at

 To identify effective a advertising sources which are influencing customer

The survey technique is intended to secure one or more items of

REASONS FOR WIDE USE OF THIS METHOD:

According to D. Slessinger and M. Stephenson in the Encyclopedia of

Exploratory research studies are also termed as formulate research studies.

Diagnostic Research studies determine the frequency with something

In this project, information pertaining to customer needs satisfaction and

Meaning: Primary sources of data are the data which

Following are few ways in the data was collected:

1. Questionnaires: It is the set of questions on a sheet of paper was being

2. Direct interviewing: Direct interviewing involved the process where I asked

The secondary sources helpful for the study were

1) Text books like marketing management research methodology

SCOPE OF THE STUDY

 As this survey was restricted to BESTPRICE , GUNTUR this cannot be

 Quality verses price was not taken into the consideration.

 The project is based on the interview methodology by a stured

REVIEW OF LITARATURE/CONSUMER BEHAVIOUR:

What is consumer behavior?

Activities people involved in when selecting, purchasing, and using

SOURCES OF INFLUENNCE OF THE CONSUMER:

The consumer faces numerous of influence. Often, we take cultural

DECISION-MAKING INVOLVE SEVERAL STEPS

4.Purchase decision 3. Evaluation of alternatives

A customer can obtain information from several sources:

Personal sources: family, friends, neighbors etc.

Commercial sources: advertising, sales forces retailers, dealers,

Packaging, point-of sale displays.

Public sources: news papers, radio, television, consumer organizations,

Experimental sources: handling, examining, using the product

Internal search: Scan memory.

External search: shopping, personal sources, public media,

Evaluation of alternatives: A skateboard is inexpensive, but may be ill-suited for

Purchase stage, and sometimes a post-purchase stage (e.g., you return a

Which product to buy?