A STUDY ON The influence of advertising on consumer buying behaviour

at BIG BAZZAR in Agartala Tripura.

A Synopsis submitted in partial fulfillment of the requirement for the award of

the degree of

MASTERS OF BUSINESS ADMINISTRATION

OF
BANGALORE CITY UNIVERSITY

Submitted by

RISHI MITRA
MB190524

Under the guidance of

Dr. Uma C swadimath
Associate Professor

CENTRE FOR MANAGEMENT STUDIES

PRESIDENCY COLLEGE, KEMPAPURA,
BENGALURU-560024 2019-2021
 Title of the study
A study on the influence of advertising on consumer buying behaviour at BIG BAZZAR in
Agartala Tripura.

Introduction
As customer’s tastes and preferences are changing, the market scenario is also changing from
time to time. Today’s market scenario is very different from that of the market scenario
before 1990. There have been many factors responsible for the changing market scenario. It is
the changing tastes and preference of customer which has bought in a change in the market.
Income level of the people has changed; life styles and social class of people have completely
changed now than that of old days. There has been a shift in the market demand in today’s
world. Technology is one of the major factors which is responsible for this paradigm shift in
the market. New generation people are no more dependent on haat market and far off
departmental stores. Today we can see a new era in market with the opening up of many
departmental stores, hyper market, shopper’s stop, malls, branded retail outlets and specialty
stores. In today’s world shopping is not any more tiresome work rather it’s a pleasant outing
phenomenon now. My study is based on a survey done on customers of a hypermarket named
Big Bazaar. Big Bazaar is a new type of market which came into existence in India since
1994. It is a type of market where various kinds of products are available under one roof. My
study is on determining the customer’s buying behaviour and factors influencing their buying
decision at Big Bazaar. My study will find out the areas where Big Bazaar lacks behind the
customer’s expectations and determine what should be done to stands in the current market.
This field survey will help in knowing the present customers tastes and preferences. It will
help me in estimating the customer’s future needs, wants, demands and serving them better.

Need of the study

This study is to know the influence of advertising on consumer buying behaviour at big
bazaar in Agartala. The Indian Retail industry has grown into a billion-dollar industry. In this
highly competitive industry, it is not just enough doing something right that matters but it is
also important that itis doing nothing wrong. Making profit does not only mean a large
customer base but also, on usage level of the services provided to the customers. The Retail
Stores come out with many schemes and offers, to attract customers and to make them use
the various services provided by these stores. The aim of this study would supplement this
effort of the big bazaar in a small way. This study will help to find out the importance of the
advertising towards the big bazaar. This research will also help the big bazaar to know about
the consumer buying behaviour and buying pattern of their product. The study provides help to
know the customers satisfaction with Big Bazaar stores.

Statement of the problem

Advertising has been a subject for debate either on one pretext or another for decades
at the beginning of the 19th Century. People showed little interest but it later became
a fertile topic for research at the turn of the 19th Century (Sharma, 2009).The reason
people lost interest was the fact that the role of advertisements was falling apart due
to the fact that most increase in product and sales, especially; cosmetics products had
been attributed to other factors like taste, long term use of products and users
unwillingness to switch products (Sundarsan, 2007).
The falling role raised numerous questions which became the problem of this study.
The researcher therefore intended to get answers as to how and why cosmetics
companies do advertise their products while they know the increase in product and
sales is attributed to other factors and no longer advertisements.
Cosmetics products were considered because they satisfy the conditions of
commodities on which they are effective to advertise. There are a lot of cosmetics
products which are differentiated but serve same purpose. Therefore, this study
aimed to find out the role of advertising in the consumer buying behavior of
cosmetics products specifically Forever Living cosmetic products with emphasis to
its users.
1.3 General Objective of the Study
The general objective of this study was to establish the influence of advertising on
consumer buying behavior by focusing on Forever Living cosmetics products.
1.3.1 Specific Objectives of the Study
The study was guided by the following specific objectives
(i.) To identify media of advertising used to advertise Forever Living Products
(ii.) To determine ways in which advertisement influence purchasing behavior
(iii.) To establish how different advertisements influence consumers behavior
7
Advertising has been a subject for debate either on one pretext or another for decades
at the beginning of the 19th Century. People showed little interest but it later became
a fertile topic for research at the turn of the 19th Century (Sharma, 2009).The reason
people lost interest was the fact that the role of advertisements was falling apart due
to the fact that most increase in product and sales, especially; cosmetics products had
been attributed to other factors like taste, long term use of products and users
unwillingness to switch products (Sundarsan, 2007).
The falling role raised numerous questions which became the problem of this study.
The researcher therefore intended to get answers as to how and why cosmetics
companies do advertise their products while they know the increase in product and
sales is attributed to other factors and no longer advertisements.
Cosmetics products were considered because they satisfy the conditions of
commodities on which they are effective to advertise. There are a lot of cosmetics
products which are differentiated but serve same purpose. Therefore, this study
aimed to find out the role of advertising in the consumer buying behavior of
cosmetics products specifically Forever Living cosmetic products with emphasis to
its users.
1.3 General Objective of the Study
The general objective of this study was to establish the influence of advertising on
consumer buying behavior by focusing on Forever Living cosmetics products.
1.3.1 Specific Objectives of the Study
The study was guided by the following specific objectives
(i.) To identify media of advertising used to advertise Forever Living Products
(ii.) To determine ways in which advertisement influence purchasing behavior
(iii.) To establish how different advertisements influence consumers behavior
7
Advertising has been a subject for debate either on one pretext or another for decades at the
beginning of the 19th Century. People showed little interest but it later became a fertile topic
for research at the turn of the 19th Century. The reason people lost interest was the fact that
the role of advertisements was falling apart due to the fact that most increase in product and
sales, especially; cosmetics products had been attributed to other factors like taste, long term
use of products and user’s unwillingness to switch products.

The falling role raised numerous questions which became the problem of this study. The
researcher therefore intended to get answers as to how and why cosmetics companies do
advertise their products while they know the increase in product and sales is attributed to
other factors and no longer advertisements.

Big bazzars’s products were considered because they satisfy the conditions of commodities
on which they are effective to advertise. There are a lot of products which are differentiated
but serve same purpose. Therefore, this study aimed to find out the role of advertising in the
consumer buying behavior of big bazzars’s products with emphasis to its users.

Objectives of the study

1. To find out the buying behaviour of the customers coming to Big Bazaar, Agartala.

2. To find out the customers response towards various attributes of Big Bazaar.

3. To study the satisfaction level of customers in different attributes of Big Bazaar.

SAMPLING DESIGN:

Sampling Frame: The respondents are the customers from Big Bazaar, Agartala City.

Sampling Method: A sample design is a finite plan for obtaining a sample from a given
population. Convenience sampling is used for this study.

Sample Size: Number of the sampling units selected from the population is called the size
of the sample. Sample of 100 respondents were obtained.

Sampling Procedure: The procedure adopted in the present study is nonprobability

convenience sampling.

Data collection
Primary data
This method of data collection the data is directly collected from the field and gives the
ground information for the study. This method of data collection the data will be collected
from the field itself which will include the responses from the employees, connectors and
customers as this will give accurate picture of the study as different questionnaire will be
provided to employee, connector and customers.
 Questionnaire
Secondary Data
This method the data will be collected from the last 1-year data maintained in the system of
sales force by which will get the information about the leads generated and converted, the
different marketing activities the company is into and which are the effective method of
marketing which generate maximum leads.
 Social media
 newspaper

TOOLS OF DATA COLLECTION

- Questionnaire
- social media

- newspaper

PLAN OF ANALYSIS

The study will show the A study on the influence of advertising on consumer buying
behaviour at BIG BAZZAR in Agartala Tripura. The data collected through questionnaire
will be classified and will be tabulated if required cross tabulation will be done. The tabulated
data will be presented in form of charts, graphs which will make easy to understand the data.

Signature of the candidate Signature of the internal guide

Advertising has been a subject

for debate either on one pretext
or another for decades
at the beginning of the 19th
Century. People showed little
interest but it later became
a fertile topic for research at
the turn of the 19th Century
(Sharma, 2009).The reason
people lost interest was the
fact that the role of
advertisements was falling
apart due
to the fact that most increase in
product and sales, especially;
cosmetics products had
been attributed to other
factors like taste, long
term use of products and
users
unwillingness to switch
products (Sundarsan, 2007).
The falling role raised
numerous questions which
became the problem of this
study.
The researcher therefore
intended to get answers as
to how and why
cosmetics
companies do advertise their
products while they know the
increase in product and
sales is attributed to other
factors and no longer
advertisements.
Cosmetics products were
considered because they
satisfy the conditions of
commodities on which they
are effective to advertise.
There are a lot of cosmetics
products which are
differentiated but serve
same purpose. Therefore,
this study
aimed to find out the role
of advertising in the
consumer buying behavior
of
cosmetics products specifically
Forever Living cosmetic
products with emphasis to
its users.
1.3 General Objective of the
Study
The general objective of this
study was to establish the
influence of advertising on
consumer buying behavior by
focusing on Forever Living
cosmetics products.
1.3.1 Specific Objectives of
the Study
The study was guided by the
following specific objectives
(i.) To identify media of
advertising used to advertise
Forever Living Products
(ii.) To determine ways in
which advertisement influence
purchasing behavior
(iii.) To establish how different
advertisements influence
consumers behavior
7
(Rishi mitra) (Dr Uma Swadimath)

Date:
Place:
 Appendi
Registrn
form

1. Name of the Student : RISHI MITRA

2. Name of the Organization: Presidency college

3. Name and details of Co Guide in the Organization: Dr. Uma C Swadimath

Associate professor
Presidency college, Bangalore, India
[email protected]

4. Proposed dissertation area: Marketing

5. Proposed dissertation topic: A study on the influence of advertising on consumer

buying behaviour at BIG BAZZAR in Agartala Tripura.

6. Write a brief note on your topic: (Minimum 100 words):

my topic is the study on the influence of advertising on consumer buying behaviour at
big bazaar in Agartala. The main objectives of this study are to find out the customers
response towards various attributes of Big Bazaar. And study the satisfaction level of
customers in different attributes of Big Bazaar. This study is to find out the buying behaviour
of the customers coming to Big Bazaar, Agartala. In this study A sample design is a finite plan
for obtaining a sample from a given population. Convenience sampling is used for this study.

Approved or Ifitis disapproved, the reasons for

…………………………………………………………………………………………………
…..

POE Signature with date

Study student’s Signature: Faculty Guide Signature: