This document provides an overview of consumer psychology and uses Big Bazaar, an Indian retail chain, as a case study. It discusses key aspects of consumer psychology like motivation, perception, and attitudes. It then summarizes Big Bazaar's target customers as middle-to-upper middle class and working women. The document outlines various visual merchandising techniques used by Big Bazaar like placing high-margin items at eye-level and complementing products together. It also discusses irrational pricing strategies and time-based marketing promotions run by Big Bazaar over the years like "Sabse Saste Teen Din", "Wednesday Bazaar", and an exchange offer.

1. CONSUMER
PSYCHOLOGY
IN MULTI BRAND
RETAIL
(CASE STUDY)

2. CONSUMER PSYCHOLOGY:-
Consumer psychology is the close study of
how consumers relate to the products they
buy and services they use.
Beliefs and
Motivation Perception Attitudes
• A need becomes a •Selecting, organizing • Beliefs and
motive when it is and interpreting attitudes make up
more pressing to information in a way to brand image and
produce a meaningful
direct the person to experience of the world affect consumer
seek satisfaction. is called perception. buying behavior.

3. Consumer Psychology
[Case Study]

4. :-
 Big Bazaar is a hyper mart chain of development
stores in India.
 It has 163 (2012) outlets in India.
Parent group is Future group.
The owner is Kishore Biyani (CEO).
Founded in 2001.
Head quarters are in Jogeswari,Mumbai.
Website is www.bigbazar.com .
It deals with retail .

5. - Big Bazaar targets Middle and upper-middle class
customers .
- The large and growing young working population is
a preferred customer segment .
- Big Bazaar specifically targets working women and
home makers who are the primary decision makers.

6. •VM is art and science of
displaying merchandise within
store, it is about implementing
Visual
effective design, ideas to
Merchandising educate customer, create desire
and finally increase store
traffic and sales volume.

7. • The most expensive items with high profit
A.) Eye Level margins are placed on shelves that are at
shoppers' eye level. This is because you are
Marketing more likely to see them than the less
profitable brands at the very top or near your
feet.

8. • Items that complement
B.) Product each other are often found
Grouping close together to entice
the customer to buy more.

9. •Placing the
C.) Attracting confectionaries very close
Children to the kids wear or
stationary section .

10. •Pricing the product at say
Rs.499 rather than Rs.500 .
Irrational Customers perceive to be
getting a better deal than they
Pricing in fact are based on memory
processing time .

11. • The longer customers spend in a shop the
more they are likely to spend. Therefore
Time shops work to make sure customers have
to spend the maximum amount of time in
their stores, placing obstacles constantly
in the way of efficient shopping.

12. • Time-based pricing is a special case of
Time price discrimination in which producers
charge different rates for a given good or
Pricing service depending on the time, day,
month, and so on.
1.) “Sabse saste teen din “
 “26 Jan Republic Day a National Holiday”
, Big Bazaar Marketing Department gave a
new thought on this day in 2006 they started
a new shopping festival, i.e. Sabse Saste
Teen Din.
 JVC camera video camera was
available at Rs.9700 whose MRP. was
Rs.16990

13. 2.) WEDNESDAY BAZAAR – “Hafte ka sabse
sasta din.”
In January 2007, Big Bazaar introduced a Wednesday
Bazaar concept called “Hafte Ka Sabse Sasta Din” with
the aim to give homemakers the power to save the most
on this day of the week.

14. 3.) The Great Exchange Offer .
On February 12, 2009 Big Bazaar launched "The Great Exchange
Offer", through with the customers can exchange their old goods in
for Big Bazaar coupons. Later, consumers can redeem these coupons
for brand new goods across the nation.

15. Thank You