Abstract
This research study delves into the intricate aspects of consumer buying behaviour within the context of Big Bazaar, a prominent retail chain operating in Tiruvannamalai, India. Understanding consumer behaviour is crucial for businesses seeking to improve their marketing strategies and enhance customer satisfaction. Big Bazaar, with its diverse product range and competitive pricing, provides an ideal setting for such an investigation. The primary objectives of this study are to analyse the factors influencing buying behaviour, identify customer preferences, and evaluate the impact of promotional activities on purchasing decisions within Big Bazaar's outlets in Tiruvannamalai. To achieve these objectives, a mixed-methods approach was employed, incorporating surveys, interviews, and observational research.
Keywords: consumer buying behaviour, big bazaar, customer satisfication.
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