A Critical Evaluation of Consumer Perception of Buying Behaviour in Big Bazaar

Consumer buying behavior is an important marketing tool for all the marketers and retailers to understand consumers attitude, preferences and opinion about any product and retail outlet. The main objective of the study is to understand the factors like location, offers and also the customer relationship management of big Bazaar to find out how they influence the buying behavior of consumers. The study also reveals the important factors for influencing purchase behavior at Big Bazaar in order to provide better marketing strategies to retailers. Data from the customers visiting big bazaar were collected as population study. The primary data was obtained through questionnaire and secondary data from the company records and through internet. Chi square test has been done to identify the factors which influence buying behavior. From the analysis it was found that the location and offers has significant impact on buying behavior.