……………………………….

A STUDY ON CONSUMER PERCEPTION OF BIG BAZAAR’S

PRIVATE LABEL MEN’S APPAREL PRODUCTS

A PROJECT REPORT

Submitted by

RAJESH E

(Reg.No.12209631024)

In partial fulfillment for the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

IN

MARKETING

DEPARTMENT OF MANAGEMENT STUDIES

VEL TECH HIGH TECH DR.RANGARAJAN DR.SAKUNTHALA

ENGINEERING COLLEGE

CHENNAI-62

ANNA UNIVERSITY: CHENNAI 600 025

JUNE-2011

I

BONAFIDE CERTIFICATE

This is to certify that the project report on “A STUDY ON CONSUMER PERCEPTION

OF BIG BAZAAR’S PRIVATE LABEL MEN’S APPAREL PRODUCTS” is the

bonafide work of Mr. Rajesh E (Reg. No 12209631024) who carried out the research under

my supervision. Certified further that to best of my knowledge the work reported here in

does not form a part of any other project report or dissertation on the basis of which a degree

was conferred on an earlier occasion on this or any other candidate.

Head of the Department SUPERVISOR

Submitted to project and viva Examination held on ……………..

II

III

DECLARATION

I, Mr. RAJESH E (Reg. No 12209631024), II MBA of Vel Tech High Tech

Dr.Rangarajan Dr.Sakunthala Engineering College hereby declare that the project entitled

“A STUDY ON CONSUMER PERCEPTION OF BIG BAZAAR’S PRIVATE LABEL

MEN’S APPAREL PRODUCTS”, in partial fulfillment of requirements of Anna university

for the award of the degree in Master of Business Administration is my original work and

that it has not formed the basis for the award of any degree, associate ship, fellowship,

diploma or any other similar title.

(RAJESH.E)

IV

ACKNOWLEDGEMENT

I am highly indebted and grateful to the founder Chairman Prof. Vel Dr.R.Rangarajan, B.E.

(Elect), B.E. (Mech).M.S. (Auto), Ph.D., Director Mr.K.V.D.Kishore Kumar, M.B.A

(U.S.A)., and Principal Dr.G.Hemath Kumar B.E, M.tech, Ph.D., for giving me the

opportunity to undertake the project.

I feel proud to thank my organizational guide Mr.KRANDHI, Marketing Manager at BIG

BAZAAR, Vadapalani for his valuable guidance, suggestions and support during the project

period.

I wish to express my deep sense of gratitude to Prof. Baktha, MBA Advisor, Vel Tech and

Dr.P.S.Valarmathy, HOD, Department Of Management Studies, Vel Tech High Tech

Dr.Rangarajan & Dr.Sakunthala Engineering College for valuable suggestions during the

course of the study.

I am indeed grateful to my project guide Mrs. AnuRadha.D, Assistant Professor,

Department Of Management Studies, Vel Tech High Tech Dr.Rangarajan &

Dr.Sakunthala Engineering College for supporting me through proper direction and

guidance in a flexible manner to bring out this project as successful one.

I extend my sincere thanks to Almighty God, my Parents and Friends for endowing me with

their immense blessing and helping towards the successful completion of this project.

RAJESH.E

V

TABLE OF CONTENTS

VI

CHAPTE

R

TITLEPAGE NO

1 INTRODUCTION 1

1.1 INTRODUCTION TO THE TOPIC 1

1.2 INDUSTRY PROFILE 4

1.3 COMPANY PROFILE 6

1.4 STATEMENT OF THE PROBLEM 9

1.5 OBJECTIVES OF THE STUDY 10

1.6 SCOPE OF THE STUDY 11

1.7 LIMITATIONS OF THE STUDY 12

2 REVIEW OF LITERATURE 13

3 RESEARCH METHODOLOGY 16

4 DATA ANALYSIS AND INTERPRETATION 20

PERCENTAGE ANALYSIS 20

CHI-SQUARE TEST 37

RANK CORRELATION 39

5 FINDINGS SUGGESTIONS AND CONCLUSION 43

FINDINGS 43

SUGGESTIONS 46

CONCLUSION 47

BIBILIOGRAPHY I

ANNEXURE II

LIST OF TABLES

TABLE NO PARTICULARS PAGE NO

1Table showing classification of customers based on age (completed years).

20

2 Table showing classification based on educational qualification. 21

3 Table showing classification based on occupation. 22

4 Table showing classification based on annual family income. 23

5 Table showing frequency of shopping clothes. 24

6 Table showing average amount spent for clothes. 25

7Table showing classification of respondents on the basis of place of purchasing.

26

8 Table showing frequency of visit to Big Bazaar. 27

9 Table showing categories of product purchase. 28

10 Table showing awareness of respondents about Big Bazaar. 29

11 Table showing services utilized at Big Bazaar. 30

12Table showing awareness about Big Bazaar private label men’s apparel.

31

13Table showing opinion about the display of Big Bazaar private label apparel.

32

14Table showing the respondents opinion about exchange policy of Big Bazaar private label men’s apparel.

33

15Table showing the frequency of private label apparel purchase at Big Bazaar.

34

16Table showing the respondents opinion about Big Bazaar private label men’s apparel.

35

17Table showing respondents opinion about attractiveness of Big Bazaar private label men’s apparel.

36

18Chi-Square analysis of association between annual family

income and the amount spent for clothes by respondents37

VII

19Rank Correlation for the Age group of consumers and Customer’s preference towards private label men’s apparel product attributes

38

20Rank Correlation for the Age group of consumers and Consumers opinion regarding the attributes to improve the sales of Big Bazaar private label apparel products.

39

LIST OF TABLES

VIII

LIST OF CHARTS

TABLE NO PARTICULARS PAGE NO

1Chart showing classification of customers based on age (completed years).

20

2 Chart showing classification based on educational qualification. 21

3 Chart showing classification based on occupation. 22

4 Chart showing classification based on annual family income. 23

5 Chart showing frequency of shopping clothes. 24

6 Chart showing average amount spent for clothes by respondents. 25

7Chart showing classification of respondents on the basis of place of purchasing.

26

8 Chart showing frequency of visit to Big Bazaar. 27

9 Chart showing categories of product purchase. 28

10 Chart showing awareness of respondents about Big Bazaar. 29

11 Chart showing services utilized at Big Bazaar. 30

12 Chart showing awareness about Big Bazaar private label apparel. 31

13Chart showing opinion about the display of Big Bazaar private label apparel.

32

14Chart showing the respondents opinion about exchange policy of Big Bazaar private label apparel.

33

15Chart showing the frequency of private label apparel purchase at Big Bazaar.

34

16Chart showing the respondents opinion about Big Bazaar private label men’s apparel.

35

17Chart showing respondents opinion about the attractiveness of Big Bazaar private label men’s apparel.

36

ABSTRACT

IX

The study entitled “CUSTOMER PERCEPTION OF BIG BAZAAR’S PRIVATE

LABEL MEN’S APPAREL PRODUCTS” was conducted in Chennai city at Big Bazaar

Vadapalani Branch. The aim of the study is to identify the consumer perception about Big

Bazaar private label apparel products and the factors influencing purchase of private label

brands. Questionnaire was used to collect the data from the customers who visited Big

Bazaar, Men’s Apparel Section. The data collection was done from March 2011 to April

2011 with a total sample size of 250 respondents. Convenient sampling method was adopted

to the collect data from the customers. The collected information was analyzed using:

Percentage analysis, Chi-square test and Rank Correlation method. The findings of the study

reveal that there is less varieties in Men’s apparel products, also that there are no exclusive

efforts taken to create awareness about men’s private label apparel products. The major

suggestions of the study includes that special promotional offers and advertisements should

be undertaken for private label men’s apparel.

X