CONSUMER BEHAVIOUR

A PROJECT REORT
ON
Consumer Behaviour

Retail outlet:- Big Apple

Big Apple Retail Chain

[Link] - a hypermarket, Aditya Birla Retail Ltd. expanded its footprint in large
format retailing, which features both food and non-food products.

Hypermarkets are what can be described as a complete destination shopping area, where one can
enjoy a day out with the entire family because of a simple fact that hypermarket consists of
variety of options under just one roof. The result is a very large retail facility which carries an
enormous range of products like grocery, fruits & vegetables, general merchandise, electronics,
computers, mobile phones, sports products and FMCG products, with national, international and
house brands all under a single roof.

The consumer responses to the retail chain MORE is different from individual to individual,a
customer who is a frequent visitor to the store wont take much time before buying the products
as they are accustomed to the store. whereas the customers who are coming to the retail chain for
the first time will take more time before buying the products.

Whenever the customers enters into the more retail chain a soothing music and a perfect
ambience welcomes them,there are some customers who comes to the store just for the sake of
enjoying the [Link] soon as a customer enters into the retail chain fresh green and leafy
vegetables catches the attention of the [Link] is a good option as usually the customers who
comes to the store for shopping vegetables are in a hurry to buy the vegetables as they have to
prepare food as soon as possible.
Ready made food items are available in abundance in MORE retail chain as most of the
youngsters prefer it that is why we see so many youngsters queing up for the ready made
[Link] the responses of the young customers are always towards the readymade food products
like MAGGI,COFFE,CHIPS etc.,The customers who prefer to buy plenty of products looks for
the trolley to carry the products. customers are always looking for the salesman to help them in
the issue of price,size and flavours of various products and feels disgusted if they dont find
[Link] are instantly attracted to the bill board placed at the entrance of the store and if it
is the offer about the product they were looking for then they will directly head towards that
[Link] eg:there was an offer wherein five k.g. of sugar was available for rs.100 instead of
rs.115,and the customers who were mostly woman headed to the sugar section immediately
after reading the bill board,this is the response of the customers towards various promotional
schemes adopted by the retail [Link] MORE retail outlet is preferred by the customers as it is
always at the commercial places and the customers donot encounter many problems for finding
the conveyance after buying their products.

Advantages of MORE retail outlet

Aditya Birla Retail introduced a value proposition for its supermarkets and encapsulated
it into a promise of giving its customers “Hamesha Extra” which has resonated with the
consumer. “Hamesha Extra” is the core essence of More. It means customers will always
feel that they have got something extra while shopping at More.
Having a retail outlet like MORE means have a physical presence in that area. This
enable MORE outlet business to be easily identify by the customers. It also helps in
building trust with customers by having a physical shop.

MORE outlet can draw on the passing crowd. With high level of visibility, regular
shoppers are able to recognized the outlet after a few weeks even if it is new. Think
about it, you just started an outlet in a new area. Regular shoppers frequent that area
twice a week. In a month, they would have seen your shop eight to ten times. By then,
they will know your presence there.
 Retailing is a cash business. That means all customers that comes to MORE retail chain
pay cash or credit card to purchase products . Unlike some businesses that uses 7 days or
30 days term. So through cash business MORE reduces the risks of bad debt.

The sales process in MORE retailing is much shorter and easier compared to other
retailing chains . Customer comes to MORE outlet , MORE staff serve them, customer
decide to buy, pay up. The process is pretty straight forward.

Another advantage is that more provided polybag to the customers as most customers
prefer polybags,so it satisfies the customers to a great extend.

Suggestions and improvements for MORE

Parking is always an issue with MORE outlets,so the management needs to address that
issue.
Some of the products are not available in all sizes for eg:head n shoulder shampoo is
not available in the size of 200ml and 500ml.
The size of the MORE outlet is relatively small,most of the customers have to face a
problem of insufficient space for shopping.
Most of the MORE outlets have only one billing counter so many customers have to wait
in long queues.

They can enter into pharmacy,footwear and apparel to target every set of customers.