PRESENTED BY ANAND VIBHAV RUPAM MONDAL HIMANI SHARMA NILESH GOYAL HARSHIT DUBEY NISHI BHATT DHIRAJ BELLAD Type Public company Industry Retailing Founded 2001 Founder Kishore Biyani Headquarter ID: 624640
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CONSUMER DECISION MAKING PROCESS
PRESENTED BY
ANAND VIBHAV
RUPAM MONDAL
HIMANI SHARMA
NILESH GOYAL
HARSHIT DUBEY
NISHI BHATT
DHIRAJ BELLADSlide2
Type
Public company
Industry
Retailing
Founded
2001
Founder
Kishore Biyani
Headquarter
Mumbai, Maharashtra
Products
Hyper
Market
Revenue
Rs110 Billion crores
Employees
Approx
36000
Parent
Future
Group
Division
Approx 214
Strategy
3-C TheorySlide3
India one
( Upper and lower middle class)
India two
(Serving class)
India three
(Struggling class)Slide4
MOTIVATIONSlide5
PERCEPTUAL SELECTIONSlide6
BRAND PERSONALITY
Sincerity
Provides a complete shopping experience
Lives up to the promises communicated through ads.
Competence:Availability of productsBest offers and deals
Stores widely spread
Reliable
Ideal Self ImageSlide7
DECISION MAKING PROCESS
Active
Problem recognition by the consumer
Internal and External search of information for
choosing Big Bazaar. Eg: search for offersSlide8
DECISION MAKING PROCESS
Evaluation of alternatives:
Recommendations of Friends and
Family
Best deals and offers available Proximity from home
Availability of products required Price SensitivityPurchase:
Repeated Purchase
Long term commitments
Post Purchase:
Dissonance barely occurs.Slide9
TV AND SOCIAL MEDIACAMPAIGN
Sabse sasta 3 din Campaign
Swagatam khushiyon ka Campaign
Public Holiday Sale Campaign
Making India Beautiful CampaignSocial media campaignSlide10
LEARNING
Motivation: Th
e low prices and c
onstant offers Cues: Advertise
ments, posters, in store promotions Response: People choosing Big Bazaar over other departmental stores
Reinforcement: The offers and deals lead to repeat visits to the stores. Slide11