a study on factors governing the effectiveness of promotional

14MBA47

A PROJECT REPORT ON

“A STUDY ON FACTORS GOVERNING THE EFFECTIVENESS OF

PROMOTIONAL STRATEGIES AT BIG BAZAAR”

At

OMR, BANGALORE

Submitted to

Visvesvaraya Technological University

Belgaum

In partial fulfillment of the requirements for the award of

“MASTER OF BUSINESS ADMINISTRATION”

Submitted by

TRIBHUVAN KUMAR.K

(1NZ14MBA79)

Under the Guidance of

INTERNAL GUIDE EXTERNAL GUIDE

DR.SANCHARAN ROY Mr.SANTHOSH.V

(Department of MBA) HR Manager

NEW HORIZON COLLEGE OF

ENGINEERING, BANGALORE

DEPARTMENT OF MASTER OF BUSINESS ADMINISTRATION

(2014-2016)

http://upload.wikimedia.org/wikipedia/en/0/01/VTU_logo.png

ACKNOWLEDGEMENT

Culmination of project is the stage that brings transformation of a student with theoretical

background to professional with lots more knowledge and awareness from a mere idea to a

visible reality.

This study acknowledges some guidance, some perspiration and a lot of inspiration. I would

like to acknowledge my obligations to all who have extended their co-operation all among

my study tenure of the project work support right from the stage the project idea was

conceived.

Firstly, I would like to express my profound gratitude towards my GOD, for without his

strength and wisdom I would not have been able to do such a project work like this. Secondly

to my family and friends whose help and support has played a major role in completing my

project successfully.

I also like to thank our college chairman DR.MOHAN MANGHNANI

Principal Dr. MANJUNATHA and New Horizon College for all the help and support

extended.

I would like to extend my heart full respect and thanks to our HOD, DR.SHEELAN MISRA

and my faculty guide MR.SANCHARAN ROY for extending his hand of support and

allowing me to complete my project.

My special thanks to external guide MR.SANTHOSE.V, HR MANAGER, his co-operation

and guidance provided by him and his staff members.

Date: TRIBHUVAN KUMAR.K

Place: (1NZ14MBA79)

INDEX

CHAPTER

CONTENT

PAGE

EXCUTIVE SUMMARY

I. GENERAL INTRODUCTION 1-7

a. Introduction 1

b. Topic chosen for study 1

c. Need for the study 3

d. Objectives of the study 3

e. Scope of the study 3

f. Review of literature 5

g. Limitations of study 7

II. INDUSTRY PROFILE AND COMPANY PROFILE 8-20

a. INDUSTRY PROFILE 8

b. COMPANY PROFILE 10

c. Vision & Mission 12

d. Quality policy 13

e. Products 13

f. Competitors Information 17

g. SWOT Analysis 18

h. Future growth and prospects 20

III. THEORETICAL BACKGROUND OF THE STUDY 21-24

IV. ANALYSIS AND INTERPRETATION 25-66

V. FINDINGS , SUGGESTIONS AND CONCLUSION 67-69

a. Findings 67

b. Suggestions 68

c. Conclusion 69

BIBLIOGRAPHY 70

ANNEXURE 71-73

LIST OF TABLES

TABLE

NO.

NAME OF TABLE PAGE NO.

Table 4.1 Gender wise classification 25

Table 4.2 Customer Age wise classification 27

Table 4.3 Customers occupation 29

Table 4.4 Monthly Income of Customers 31

Table 4.5 Customers frequently visit 33

Table 4.6 Day Customers prefer 35

Table 4.7 Customers prefer to visit on the above day 37

Table 4.8 Customers Aware of promotional offers 39

Table 4.9 Mode of awareness of promotional programs 41

Table 4.10 Influence the most for promotional offer 43

Table 4.11 Information about today offers 45

Table 4.12 Customers induce to buy at Big bazaar 47

Table 4.13 Which products Customers expect promotional more offers 49

Table 4.14 Customers availed offer in recent visits to Big bazaar 51

Table 4.15 Awareness of the promotional offers 53

Table 4.16 Communicate offers with relatives 55

Table 4.17 Performance compares to big bazaar with Ranking 57

Table 4.18 Customers feel like visit again to Big bazaar 59

LIST OF GRAPHS

GRAPH

NO.

DESCRIPTION PAGE NO.

Graph 4.1 Graph on Gender wise classification 26

Graph 4.2 Customer Age wise classification 28

Graph 4.3 Customers occupation 30

Graph 4.4 Monthly Income of Customers 32

Graph 4.5 Customers frequently visit 34

Graph 4.6 Day Customers prefer 36

Graph 4.7 Customers prefer to visit on the above day 38

Graph 4.8 Customers Aware of promotional offers 40

Graph 4.9 Mode of awareness of promotional programs 42

Graph 4.10 Influence the most for promotional offer 44

Graph 4.11 Information about today offers 46

Graph 4.12 Customers induce to buy at Big bazaar 48

Graph 4.13 Which products Customers expect promotional more offers 50

Graph 4.14 Customers availed offer in recent visits to Big bazaar 52

Graph 4.15 Awareness of the promotional offers 54

Graph 4.16 Communicate offers with relatives 56

Graph 4.17 Performance compares to big bazaar with Ranking 58

Graph 4.18 Customers feel like visit again to Big bazaar 60

EXECUTIVE SUMMARY

One of the most powerful activities of marketing is an witnessing in all the durations of Indian

retail sector. In these retailers always think about how to win the customers heart and reaching

of customers expectations. If the advancement is an one of the vital role played in promotional

strategy, but in this big bazaar having the advantage of first mover in an future sector, and

creates specified formats and also it can be changes the purchasing behavior of people. Then

this big bazaar providing several products under one roof with low amount of prices and this

is helpful to the studying about promotional strategies.

And this study of research topic ‘A Study on factors governing the effectiveness of

Promotional Strategies at Big Bazaar” OMR Bangalore’ is an understand and attracting

the customers into the big bazaar, then also developing the top level management of

promotional strategy in big bazaar. And then in this Bangalore having the special pattern of

shopping, then advertising is an advancement of significant apparatus, and this advancement

is worked when the needs of customers fulfilled and also move of buying.

And even when the set of objectives for the studying about promotional activities in big bazaar,

the data collection was adopted by observations and through distributing of questionnaire and

also using experimental research, primary research should be utilized.

When the media services should Developing in retail industry, it can be publicists and after

customers arrived into stores. Partho dasGuptha MD & Chief Executive officer, future

media, says “you are conveying to the purchaser when and where: it is important at the

season of settling on a buying choice”. The punch line of Big Bazaar says" MAKING INDIA

BEAUTIFUL", and Wednesday is the least expensive day.

And this study mainly considered about the offers gave by the big bazaar and using media

strategy it should be conveying most customers and sample size is 100 for the purposes of the

study

Page 1

INTRODUCTION ABOUT INTERNSHIP

The internship project work is provide a good field experience with an good

opportunity. And also to share and explore the links between academic preparation of the

students and field work, it should be carrying out the project research and also insist participants

for developing.

In this 10 week internship of the MBA 4th semester program has been positioned and serves

good insights to students, this internship are individually tailored the interests and such needs

to who are having research program. And this internship is an challenged to learning and

developing knowledge, professional skills and ability. The students are expected to take more

active role for findings internship themselves.

Objectives of Internship

The main objectives of conducting project work during MBA 4th semester program,

they are:

To identify and carry out the goal oriented tasks.

To enable to manage resources and sharpen knowledge.

To if the students of internship discover professional weakness, strength and align with

changing the business environment.

To provide an good opportunity for internship students while applying theoretical

concepts in life situations truly at the place of work.

TOPIC CHOSEN FOR THE STUDY:

Introduction

Promotion is one of the important elements of marketing mix. In Indian Retail limited,

having presently shows consolidate feel and look of Indian Bazaars with segmented and

innovative retail like, promotional decisions, cleanliness and accommodation are taken

simultaneously with other decisions like finding target group, objectives, budgeting for the

promotion, distribution, launching a new products etc., if the marketers concerned with the

effective utilization of promotion is to increase the level of market share and sales. The main

aim of the promotion is directly to influence buyers to purchase the products and increase sales.

The main purpose of promotion strategies is to stimulate, motivate and other behavioral

responses of the company customers.

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In this Bazaar had extensive accomplishment in the communities of urban and residential

communities in India. The Big Bazaar CEO and great business visionary Kishore Biyani

thought the enormous bazaar is not simply one more hypermarket. Its every need should your

crew. Bazaar takes shot at the same model of economy like Wall Mart, but this Big Bazaar

rates over other different stores worth of its cash recommendation for the clients of India. The

strategy of promotion is a game plan that is needed to perform the task effectively and get

competitive advantages over others in market. This strategy directs the manager in selection of

parties, implementations of methods and effective measurement of efforts regarding to

Promotion.

As the term promotion including the 4 types of sales activity, they are:

Face to face personal selling

Advertisement through impersonal selling (Mass media)

Exhibitions, showing through point of purchase displays

Demonstrations and other efforts of non-secure selling

The segmentations of Headway business division used as a piece of show casing. The diverse

regions of Medias approaching distinctively to advanced item. If promoters use advertisement

web, occasions, publicized papers and other supports. In case build offers of a given product

using motivating forces like, free things, discount, rebates.

These strategies is very significant for companies to earn bread and butter, it is large portion of

offers magnificence industry care items like 30% and other industries like mechanical

apparatus only at 10 to 20%.

The push and pull blend emphasizes personal and non-personal selling using for the purpose

of pull blends to pre sell to ultimate consumers, in case of this push blend mainly used for

developing strong sales through dealer and distributor level by the firms.

TOPIC:

“A Study on Factors Governing the Effectiveness of Promotional

Strategies at Big Bazaar.” OMR, Bangalore.

The study is intended to know the usefulness of promotional strategies, which is

provided by the Big Bazaar to developing and increasing the more footpath/footprints of

customer into the store, then know about impact on sales and which strategies of offer is impact

and which strategies of offer is not impact on the sales.

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STATEMENT OF THE PROBLEM:

The focus of the study is to know what are the strategies involving in the promotional

activities. Promotional strategies is finding the improvement of sales.

“The problem generally explains that, less attention has been paid to the area of

promotional activities in retail companies, in particular Such neglect might be on

promotional concept of relatively little importance in the firm, And control of promotional

strategies is one of the more common causes of business failure.”

NEED OF THE STUDY:

It helps to know which offer strategically is most effective and which offer is not

effective.

It helps to increase the level of footprints of the customer into the store.

It helps to gaining and learning retail knowledge about the promotional strategies at Big

Bazaar.

OBJECTIVES OF THE STUDY:

To assess the effectiveness of the communication of the offers to the consumers.

To assess the awareness level among public with respect to offers of Big Bazaar.

To assess the attractiveness of the offers to customers by Big Bazaar.

To know the relationship between promotional strategy & buying decision.

To assess the effectiveness of the different Medias used by Big Bazaar for its

Promotion.

SCOPE OF THE STUDY:

The Study was conducted at Big Bazaar [OMR] Research in the area of consumer awareness

about the offers provided by big bazaar, frequency of visiting the store as well as the media,

which influence them the most.

The scope of research also helps in understanding the profile of the consumers. Effectiveness

of promotional strategy is studied in terms of awareness and influence by exerted by the various

promotional strategic tools directed towards the customers and also to improve the

performances of the company.

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METHODOLOGY ADOPTED:

PRIMARY DATA:

The primary data refers to the process that is generated to meet the specific requirement of

the investigation at hand. The primary Data will be collected through the questionnaire from

the employees of logistics.

Primary data: primary data was collected through survey method by distributing

questionnaire, interview, and observation.

SECONDARY DATA:

The secondary data is the information that is collected for the purpose other than to solve

the specific problem under investigation . the secondary sources of data collection were

information obtained from magazines ,websites and articles on the topic . In the study, the

researcher would use the secondary data to supplement the primary data.

Secondary data: magazines, books, websites, newspapers.

Sampling method: convenient sampling.

Sampling Frame: the survey was taking in Big Bazaar, old madras road

Sample size: 100

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LITERATURE REVIEW:

Promotional strategies

This promotional strategy understand and attracting customer towards store. If this factors

governing the effectiveness of promotional strategies focused mainly in many studies and

research. Promotional strategies on purchase quantity, switching of Brand and stockpiling with

these strategies makes to consumer switch brands and Buy earlier or more. The universal

assembly of business characterizes short time special as: “showcasing strategies and gadgets

are utilized to make administrations and merchandise more appealed by giving some more

extra benefit, whether in case of trade or desire of such an usefulness. The consumers ‘decision

utilization has been highly ignored, and it remaining the affects consumption of how

promotional strategy with offer unclear (blattberg al.1995, robertc, neslin, 1990).

The advancements of shopper such as (prizes, endowments, rivalries and premiums, for

example on the back of breakfast grain boxes)

If the short time offers are simply to apply relatively and its liable to have impressive and

sudden impact on the price of offers (hanssens, parsons and Schultz 2001). And the choice

of conventional models cannot be used to address this issue because of such models are long

time constant consumption rates (this form defined as the overall purchase over the entire

periods of sample segmented by the number of durations)

Actually promotional strategically offer consumption arouse into the addition of causing brand

switching and stockpiling. A unstable consumption rate with several categories of product. If

suitable for some categories of product such as diapers and detergent, but its not holding many

other products and such as packaged candy, tuna, yogurt and orange juice. And this

promotional strategies consumption shall be criticized to recognize the responsiveness of offer

will measure preciously on sales.

The exchange advancements (free pens and terms uncommon, rivalry prizes and purpose of-

offer materials what not)

According to philipkotler, “marketing is a human activity directed at satisfying wants

and needs through exchange promotion, in addition the promotion is a conversation

between a brand and combined in term of all the functions of communications used in

a product a service of marketing” in the words of pickton and Broderick (2001)

usually replaced from the promotional offering strategies that also describes one of the

important key areas of the marketing.

Page 6

As per curium and Schneider (1991), the accounts of organizations with regards to

the increment of showcasing always. And also the exploration directed by ailawadi

and neslin (1998) had uncovered the advancements of influence the customers to

purchasing the sum of bigger and quickly expend; establishing an deals of increment

and at last of advantage. And we have to learned the profitability of our industries/

companies through the analysis of financials of their sale data per monthly and

annually.

In the words by pwales, silva-risso and Hansen’s (2003)says, the impact of the short

duration is special on income of firms, and this firms pays the concerns of primary

execution, and a business to esteem as companies empowering for the limited term.

And also concerns association’s quality and execution. Then this will demonstrates in

the way that effected shortly duration on the estimation of company is not more on the

long haul, but in this short run has effect of positively the gainfulness of company.

This promotional strategy offer including winning contests, samples free, differentiated

price packs and sweep stakes. And this strategies of promotions is increase the sales of

ultimate consumers of the items (Armstrong,2002)And this study led and consolidates

this perspective with the haul of long in specially limited duration.

According to inman, mcalister and Davis (1992) also examined middle of post and

pre promotional strategy offer evaluation of Brand at the level of individual, but that

price promotional strategy offers without evidence affect for buying branded packaged

packs frequently. The evaluators should promoted brands in the post offer promotional

period. And in the words of scott and colleagues indicate that strategy of promotional

offer have effecting on the trial of post evaluations.

Promotional offers run by Big Bazaar

Advertising of brands and offers believes by Big Bazaar, then Bazaar’s noticed in

advertisement in the newspapers/ daily papers regularly. Then future group gathering and

created a category for developing media industry called as future media of Big bazaar. And the

no different various scheme of promotional determine by the head of primary office and all the

plans runs by outlets, and also determining the significance of communication.

Page 7

On the winning of this type of considering the customer, partho das gupta, CEO of future

media, says “you are convenience to the customers/ purchaser when and where it matters- at

the time of making the buying decision.” The firm is considering big ranged approaches to

achieve and reach to customers, including the signage of Digital, video, audio, sound,

Bluetooth technology and so on. And the other schemes of promotional should be under as

follows. They are:

The cheapest price day is Wednesday and also called Wednesday Bazaar. This day also

done some of the crowd at Big Bazaar, relatively weekends to a free day, and doing

more promotions and using strategies also this day rather than capital of dailies.

Some jewels and Hindustan uniliver electronic homemade, bakery items to be sold at

Big bazaar shops.

The boycotted chocolates maker Cadbury in 2008 and same following year Kellogg’s

brands across its food bazaar and stores, both are demanding more higher business

areas.

The Big Bazaar punch line says “is se sastaauracchakahinahi” in this lines gives the

good feeling of the Big bazaar products and also cheapest mode in the market.

Sometime The exchange offers also exclusively Big bazaar announced “bring anything

old and take anything new” such as furniture, utensils, old garments, plastic ware etc.

LIMITATIONS OF THE STUDY:

Respondents did not respond, so I had to find many customers for survey.

The respondents were in hurry for their purchases and were not properly cooperating for

interview.

Some of the respondents were not happy with the offers and used to disagree with interview

process.

The research was limited to OMR Big Bazaar and could not expand to other branches.

Unwillingness and inability of responded to provide information.

Page 8

INDUSTRY PROFILE:

Retailing is one of the important concepts in marketing. It means the sale of goods coming from an individual point such like markets, malls, departmental retail outlet etc. its straight to the ultimate consumer in little quantities for his end uses. According to the layman's, retailing nothing although the transactions of goods/products and services between the seller and the end user as a sole piece/unit or in the small quantities to gratify the needs , wants and desire of individual and pertaining to its consumption directly. Retail is an one of the largest and most significant industry in India, in accounting with the country's GDP over 13% and also around employment level is 8%. This kind of Retail industry in India are at the location of cross roads. But this kind of retail required the hefty initial investments, difficult to attain its breakeven and many of these price tag players have not felt to success so significantly but it’s an surfaced dynamic and fast paced industries, and also the government policies have grown to be even more favorable and with the emerging and facilitating technical operations. Nevertheless the future appears promising and market developing efficiently. The Indian Retailing sector inching little by little really the way of toward becoming the future growth industry. But the entire concept of shopping improved in the conditions with the format and the habit of consumer purchasing, after that more recently in modern retail selling has entered in India as seen in welcoming shopping centers, huge complexes offers of shopping and the multi store shopping malls, food and entertainment almost all under the one roofing. Back in of 2016 modern industry in India will be worth US$ 175-200 billion. It can be one particular of the most effective expanding industries with expected earnings in 2007 to the amount of US$ 320 billion and increasing by a rate of five per cent per year. And raising 7-8% is expected in the industry of retailing in India by growing in consumerism inside the areas of urban, raising incomes and rise intake in regards to non-urban. It as been forecasted that the retailing sector in India will add up to US$ 28. 5 billion by 2017 from the current size of US$ 9. 5 billion. the organized retail sector at present accounts for the about 5% of the Native American Indian market, and its almost all set to reasoning the higher number of big malls and almost all of all branded retail shops in south India, implemented by north and east and west in subsequent 2 years. If in line with the McKinsey report shows "the rise of Indian buyer market', estimates the Native American Indian consumer market is more likely to grow four times by simply 2025, the pre-modern period 1945 mm and place stores and general retailers operated throughout the globe In the middle of 1945-1975 was also named as a time of Retail development. The division stores opened and advancement store chains took place and bigger discount. And the life long 1975-1990 was called as great expanding the discounters many of these as Kmart and Wal-Mart. Then introducing of specialized stores called as category killers. And the period in the 1990-2000 was aimed out by consolidation speedy industry out of almost all channels of retail, following the 20th century has set up the supermarkets and hypermarkets being a dominant retail varieties. The retail market in India is among the 5th most significant retail vacation spot globally, has been virtually all attractive and ranked with investment inside the selling sector by at Global Retail development Index in 2009. India is the one of many second most effective growing economy in the universe. And also the third most significant economy in the world regarding GDP and purchasing power parity may be the fourth major economy. Throughout the world the retail sector can be expected to contribute 24% of India's GDP by simply 2016. And it’s approximated at US$ 400 billion industry. And with increasing demand of shoppers and greater disposable income. In that case this Retail projected the US$ 700 billion by simply 2016 with an predicted gross annual growth rate of 30% in line with the report simply by global consultancy Northbridge capital. The retail

Page 9

sector can be expected to US$ 833 billion by 2013 and US$ 1. 3 trillion by 2018, at a compound gross annual growth level of 10%. Factors driving Retail sectors growth in India The Indian economy steady development triggered a decent climb in income standard of the middle class. The thickening of the pocket of the consumers resulted in a revolution of the retail industry. But a large number of international brands have moved into the market. The unorganized retailers have brought major changes in their business structure; there are many elements are in charge of the development of retail sector. That they are: The store design and style

Changing the lifestyle and consumer behavior

Increase in a higher level of disposable income

Experimentation with formats

Increase found in range of dual income indivisible family members.

Challenges faced by Retail sector in India 1. The retail industry in India is developing in a tremendous pace. In circumstance of this yet right now there are several problems encountered by industry, the key challenges are: 1. Lack of satisfactory infrastructure establishments. 2. Even more restrictions in Foreign Immediate Investment 3. The composition of tax occupies in small business in India 4. Low level of retail management skill 5. Shortage of trained staff members 6. Real estate price is high 7. The group of consumers having Dissimilarity 8. Shortage of the retail study choices. The face area of Indian full sector is changing nowadays, then innovative model of business happen to be being adopted the many sort of formats prevalent in retail sector industries will be: Cash and carry: These types of cash and carry are actually large Business to Organization focused retail formats, getting and selling of large goods and carry a number of thousand stock-keeping. Hyper market segments: These are offered a huge basket of items, natural beauty and healthcare products, including grocery and fries and processed food. Etc. Specialty Stores: This is a single category, mainly concentrating on group clusters and individuals of the same class with level of product loyalty such as gift stores, footwear retailers etc. Department Stores: In this store having a huge structure and a huge range of merchandise mix, usually in the cohesive categories, this sort of as showed towards apparel. Category killers: It’s likewise known as big package stores. Through this stores having retail chain and prominent in its class of goods. And the smaller retailers cannot compete, generally these kinds of stores offers an comprehensive collection of merchandise at rates. Discount Stores: This selling store offering a variety of top quality products, good deals, clothing and some footwear makes. Convenient stores:

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In these types of convenient stores is a great relatively small stores and its located near to the non-commercial district, everyday opens and extended stays with carrying a limited variety of groceries and staples. During these retail industries sectors over fifty of the fortune five-hundred companies and around twenty-five of the Asian leading 500 companies are suppliers. COMPANY PROFILE: Company-Big Bazaar Founded- 2001 Headquarters- Jogeshwari, Shyamnagar in Mumbai, Maharashtra Industry- Retail MD&CEO- Kishore Biyani Type- Hypermarket Parent Company- Future Group, future Value Retail Limited (FVRL) Punch line- Naye India Ka Bazaar (New India's Bazaar) Website- WWW. bigbazaar. com, WWW. futurebazaar. Com (online portal) Future group of Big Bazaar Background Big bazaar future group, led by its key founder and the CEO, Mister. Kishore Biyani, is amongst the leading business residences in India with multiple spanning across the space of consumption. And this kind of future group is amongst the county's most significant Business groups present found in retail, consumer finance, insurance, retail spaces, retail mass media, asset management and strategies. Then its incorporates, possible future capital holdings, future basic Indus league clothing and galaxy entertainment which runs sports bar, brew tavern and bowling co. potential capital holdings, the bunch's money arm related. Although this retail forms the core business process of future group and subsidiaries are development of Manufacturer, retail estate development. Future group companies present found in 90 cities and sixty-five rural locations, led by simply its flagship enterprise, Pantaloons Retail, which group functions over 16 million block feet of Retail space and has over one thousand stores and employees about 30, 000 persons with listed in the Indian Stock Exchanges. As of 214 more stores found in India. Its mainly focused buyer credit and affirmation, and after that this company largely followed a multi-format retailing strategy and this captured almost entire basket ingestion of the Indian consumers. It includes Pantaloons, Big Bazaar, a fashion retailer chain and central, a chain of seamless shopping malls, food bazaar, Area, E-zone, depot, Future money with online Retail, inside the value segment, its manufacturer merque, Big bazaar is actually a hypermarket format also combines the look, feel and touch of Indian bazaars with the choice and convenience of Indian retailers. And this Big bazaar stores are aimed to providing a feel of local market location to the shoppers. This Big bazaar also operates popular store shopping portal- www. Future bazaar. Com it believes in bettering successfully on consumers found in India, then construct organization based ideas, as espoused inside the core benefit of groups in Indians. And this store having several type of leisure time and entertainment sections which usually Future group also possesses Brand factory, e-ZONE, central hypermarket, Pantaloons, Home Town, and KB's fair selling price in addition to the Big bazaar shop by a later date group. The future group venture of business partners shared French retailer ETAM group, Italian major insurance Generali, India based talwalker's, UK-based Lee cooper, Blue food, US-based stationary products merchant staples inc and freedom shoes admired. And this kind of Big Bazaar was first of all introduced by the future group in 2001 Sept and with the beginning of first four retailers are in Kolkata, Bangalore, Hyderabad and Indore in

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a short duration of the 22 days. And this store was introduced mainly as a cosmetic makeup products, accessories, general merchandise and format of style offering apparel. The grocery of electronics and broad range of product or service included in retail chain as over the years. In addition to 2003 big bazaar made the initial store category was introduced that year in Nagpur, at the same period the franchisee also made welcome its 10 million consumers at its new retail outlet in Gurgaon. And In the yr 2006 have some improvements in marketing loyalty with launching Shakti and housewife-centric credit card. And jewelry store was also introduced in this year inside the Big bazaar stores. In 2007, big bazaar is definitely partnered with the website Futurebazaar. com and improved with expand more foot prints to 50 stores of this retail groups. In the year of 08, was reasoned for the most effective developing with regards to enlargement of retail formats of massive Bazaar and as well launched the 101st retail outlet. And this bazaar turns into much more brands companies on through the review of Pitch-IMRB international study. And In 2009 this bazaar owns the CNBC awaaz consumer awards for the third consecutive year. In the year of 2010 on successful completion of a decade in the retailing industry of India, in 2011 this Bazaar emerged up a new company logo with a new brand tag line: 'Naye India ka bazaar', replacing one: 'IsseSastaAurAcchaKahinNahin' and in the season of 2012, signed a deal of multi mil dollar with the Aware technology solutions fit the introduction of the data technology infrastructure, datacenters and warehousing. And till nowadays recently announced it’s one other retail services portfolio many of these as de-seeding, cutting of fruits and vegetables and grinding. This future group operates mainly through half a dozen verticals such as capital, makes, retail, media, logistics and space Future Brands (managed by the number of companies)

Future capital (items and services related by monetary)

Future Retail ( Is actually based on every lines of retail trade)

Future media (management and improvement of the retail media)

Future space (administration and management of real estate/ land in Retail)

Future logistics (management of products on hand network and division of supply

chain)

In this kind of Big bazaar is representation of Indian retail sector, the awareness environment created by the traders to offer a sense of minute shoppers, being authentically "no-frills". Kishore biyani never hired any foreign consultant intended for big bazaar which may be mainly evident coming from the personality of particular brand. Awards and reputation of Big Bazaar Retailing excellence Indian Express Award in 2003

Reid and Taylor Award, Images Retail Award and DLF Award in 2004

DAKS Greater London, uk, Images Retail Awards in 2005

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The IIM Lucknow National Award, Ernst & young Entrepreneur in the season Award,

CNBC awaz customer Award, Reid & Taylor Award, CNBC Indian Organization

Award, ASIA pacific Best Leading 500 Award and Images Retail Awards in 2006.

National Retail Federation Award, Hewin Best employers Award, World Retail

congress Award and PC world India’s website readers digest trustworthy Brands

platinum awards found in 3 years ago

Retail ASIA pacific 500 Top rated Award, Retail Forum Award, The Reid and Taylor

Awards For Retail Brilliance, The INDIASTAR Award in 2008

Images fashion community forum Award, Coca-Cola Golden Place Awards and CNBC

Awaaz Consumer Awards in 2009 and other various Awards achieved by Big Bazaar.

Big Bazaar Nature of Business This Big Bazaar Company is usually handling some of handful of several lines of the Business, its accessible in the differentiated formats. They are In the sort of Electronics -- e-Zone, Staples, Electronic Bazaar.

In Fashion - central, board factory, sky, blue, lee cooper, Pantaloons, Style Station and

top ten.

In Furniture - Future Bazaar, Home Bazaar and Collection 1 etc.

In general Merchandise - Shoe Stock, Electronics Bazaar, Furniture Bazaar, Big bazaar.

Music and Books

Services -- H care and Electronic care administration solutions

Wellness - Tulsi, health star & Sitar.

In Inventory/ Speculation and Reserve fund- pension, Endowment and ULIP

Telecom & IT-gen - M-port, Future Spirit and M. M Bazaar.

E-tailing - www.Futurebazaar.com (web/online shopping)

Home - Home Town.

VISION & MISSION OF THE COMPANY: VISION OF BIG BAZAAR "Future Group shall deliver Every Period, Everything, Everywhere for the in India Every Indian consumer generally in most rewarding manner"

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MISSION OF BIG BAZAAR We share the vision desire and belief that each of our customers and stakeholders may

possibly served just only simply by the Creating and performing future scenario in the

space of consumption leading to Monetary/Economic development.

We shall be efficient, dedicated with cost conscious in whatever we do.

We shall make certain that our truthfulness, positive attitude and humbleness and shall

be the driving force to generate us winning successful with united willpower

We shall promote Indian brands with high confidence, certainty and reconditioned

desire.

We will always be evolving formats of delivery with trend setters, creating a reality of

retail and executing future circumstance in the leading of consumption space for

consumer segments also to the budgetary development.

CORE VALUES OF THE COMPANY:

Introspection: Thinking purposefully with leading.

Indianness: self-awareness or self confidence in ourselves.

Openness: Be open and knowledge, info and respective to fresh ideas.

Leadership: To be a leader, with on business and thought.

Flexibility: To meet the fresh challenges and to become adaptable and versatile.

Movement: To understand and Value the nature of the Universal laws.

Nurturing human relationships & valuing: To build permanent Relationship.

Simplicity and positivity: It is within our work and Business believed.

Respect and Humility: To respect to all person and humble in each of our conduct.

Product (Big Bazaar): 1. Clothing

Fabric & cut items

Ethnic wear

Party wear

Costume materials

Under Garments

2. Food items Chill Zone:

Soft drinks

Page 14

Packaged juices

Frozen foodstuff

Ice creams

Milk Products

Chef Zone

Hungry Kay

Ready to Eat

International Foodstuff

Confectionaries

Spices

Ready to Cook

3. Non Food products Home and personal Care:

Detergent powders

Soap bars

Shampoos

Creams

Deodorants and perfume

Home cleansing agents

Liquid wash

Sundries

Utensils

Crockery

Plastics

Page 15

4. Staples Basic staples

Cooking products

5. Farm Products

Fruits and vegetables

Fresh vegetables

Exotic fruits

Dairy Products

6. Home Town Express

Paintings

Furniture & Furnishings:

Dining Desks

Mattresses, Bed frames

Wardrobe

Dressing Stand

Ornamental Items

Living Space

Bean Bags

7. Kids Section

Kids wear

Child care

Toddlers

Boys wear

Girls wear

Page 16

Toys & equipment

8. Electronics Bazaar

Washers

Personal Care

Refrigerator

TV

Microwave Owens

Computer Components

Kitchen Appliances

Mobile Bazaar

Audio players

White products

AC and Geysers

9. Ladies fashion items

Ladies nightwear

Ladies accessories

Ladies traditional western

Ladies western formals

Ladies Kurti, sari

Ladies sports wear

10. Gents/Men’s fashion items

Men plain

Men formals

Men nightwear

Page 17

Men seasonal wear

Men occasional wear

Men jeans and t-shirts

Men extra accessories

11. Jewellery

Navaras

12. Stationary Note Books

Pens and pencils

Files

Other office accessories

MAJOR COMPETITORS: TATA GROUP: This business established over 10 years ago, one of the subsidiary auxiliaries of the TATA group Westside functioning works, then the path of just one of the well-known star India bazaar with one of the wonderful retail chain. This Tata star India bazaar possessing a system of hypermarket with the big assorted goods at the value of low prices. In the year of 2005 this kind of TATA marker acquired, after that India's most significant book and the retailer of music, it raised around 4 lk sq. feet across the country. Found in 2006 Westside registered a 3. 58 minimum return. Then this group having infinity retail with consists consumer's tool chains and Chrome. In September the year of 2007 this TATA group set up 8 stores around the 15000-17000 sq., ft. found in this group having an additional other brands like "Titan "industries and 12 DLF shopping malls with configurations. RELIANCE FRESH: In this Reliance fresh among the better formats of store with convenience the varieties of retail business of the Reliance industries in our country. Which company headed simply by Mr. Mukesh Ambani. This organization planned to take a position Rs. 25000 cores for expanding department of retail in subsequent years. Then around the country this organization having totally 560 Reliance fresh outlets.

Page 18

K Raheja Group: This is one of the initial departmental store in 2001and forayed retail organization with

shopper's stop. After that this company only merchant from our country to be the member of

the IGDS. And this organization dealing the 50-50 joint venture with Nuance group of Airport

Retailing. The patrons stop has 6.75 billion retail yield also, then set up the 55 system of

hypermarkets across in India.

Bharathi-Walmart: This company is obtaining the several 100 small retailers and fifty outlets of hypermarkets. Then this business Wal-Mart will do the system of money & carry while front-end of Bharathi and signed the joint venture agreement with them. Spencer's Retail: This is certainly one of the speediest developing store in Indian Retailing stores. This industry having the formats including fashion, apparel, food, music and books, lifestyle products & electronics. Then this retail industries owned by the RPG Group.

SWOT ANALYSIS:

The SWOT analysis its mainly stand for the, if companies or organizations, Retail sectors

STRENGTHS, WEAKNESS, OPPORTUNITIES and THREATS. This is one of the types or

method of environment analysis and every company stands for on the basis of SWOT.

The strength and weakness considered in the internals of the company, then the opportunities

and threats considered as the external environment of company. The strength and weakness

will be the part of managing the process of internal factors of company issues or problems and

the opportunities and threats are not under the company’s control. In these two composed of

economic, social, regulatory, legal and some international events continuously. And SWOT

determined the detailing of companies.

STRENGTH

It State the art of infrastructure

Page 19

Emphasis on should providing total customer satisfactory needs

Everyday changing prices with attract customers

Investment capacity huge

The maximum percentage of footfalls converted into the sales, biggest value of retail

chain in India.

WEAKNESS

Over crowd when during the season of offers

Long lines at charging/ billing counters which are time consumed

Not capable to meet when store opening focuses on time

Limited only to price contribution offering low priced items

Losing revenue for per square feet

The marked products are as yet missing from line products of Big bazaar.

OPPORTUNITIES

A lot of people now a day want to visit store where they can discover or find number

of selection under one Roof

Mounting/ increasing more culture in our country.

Approximately 4% is stands by a lot of capacity of Indian organize planned retail

THREATS

Competition from the other value of Retail chain such as Reliance, D mart, Hyper city

and Shoprite

International level of players looking foray India

The unorganized retail also appears to be the pressure to business of big bazaar

Changing of government policy

Large footprints still prefers to visit local convenient store for daily purchases.

Page 20

FUTURE GROWTH AND PROSPECT OF BIG BAZAAR

The future growth and prospects of big bazaar is should be there is no reasonable

clarification for any pessimism/cynicism on the prospects of Indian Retail, the joint CEO of

Big bazaar Sanjeev Agarwal says the chain of future group occasion here on the Friday. And

he said, “We are positive on how consumer spending”. And also he said, “We plan to continue

opening process of the one to two store in every month.”

The blocking assault Abroad, and again he says the open entryway in India was

exceptionally greater and, there was no inspired to see some place else. And Indian customers

should know what our Quality lies of huge bazaar. Then concerning as for the retail chain

decision, including his own, to alternatively substitute Reckitt Benckiser’s item with their own

later cut the margin of sales them allowed, then he preferred the private brands to private labels

was fifteen years old, then we have to running the brand of the private programmed for the 15

years now, and he added always believed to managing the entire value chain.

And the CEO of Big Bazaar, Kishore Biyani says “the stake deal was a probability in

other some non-resourced centers, to having the capacity of to raise between 2500 center to

4000 centers. And 4800 crore indicated the obligation of general.

Page 21

THEORITICAL BACKGROUND OF THE STUDY

Constrained time marvellous shows up, all around, to be best when used together with

publicizing as a touch of one study, a cost development simply go on 15% change in game-

plans regard when join with highlight pushing, strategies volume grow 19%, when unite with

highlight publicizing and clarification behind acquiring showcase, bargains volume amplify

in 24%

Part of Promotion:

•Promotional offered to the clients to get the business and to develop their bit of the general

business

•The brief movements are towards developing the game plans and the entire arrangement

courses of action are towards developing the client

At the point when To Use Promotion:

•A brands quality is underneath ordinary showed up diversely in connection to contention

•A brands publicizing is not as tempting as serious

•A new brand is being pre

•Effectiveness of Promotion

Progressions are a to an awesome degree huge mechanical assembly for the advancing of

items. Like each other gadget, progressions can make a gainful duty to publicizing.

Precisely when done unequivocally, types of progress get clients out of a giving in order to

hold test them an assistant to make a move before an obliged time offer breaks. Movements

can encourage buys by settled clients, reel in new clients, draw clients from contenders, get

current clients to purchase suddenly, and reinforce business amidst moderate periods.

Regardless, now and again can one movement finish those destinations without a moment's

delay. a well out and out considered, appropriately based on progress prompts clients to make

a move by offering one of these animating qualities:

•Price hold stores, including rebates, coupons or included worth offers

•Samples or trial offers to give a generally safe approach to manage attempt new things or

associations

•Events or encounters to make swarms, imperativeness, deals, repute, bargains

Page 22

Headways work especially well when buyers need a shock to make purchasing move.

Basically clear about what you need to accomplish. Set the quantify of offers you need to ring

up, dollars you need to get, customer names you need to gather, buying plans you need to

change, or some other target you need your advancement to achieve. At that point figure out

what your hungered for change will mean financially to your business.

Advancement limit

The farthest point of movement is to breath life into development imparted by other

propelling exercises. Movement goes about as an impetus to breath life into activity,

fundamentally with respect to the client. It supplements, yet is not a substitute for, publicizing

and offering endeavours.

Movement breathes life into development by changing the value respect relationship of the

brand everything has a set up quality in the psyches of the purchaser. This is the thing that the

customer is reliably arranged to eat up (in genuine cash) for what he gets, or acknowledges be

gets, when he purchases the thing.

Movement changes this value respect relationship to the point where the individual is

empowered to make a pined for move. It does this an extraordinary part of the time either by

extending in order to chop down the cost or the estimation of the thing or both.

Advancement's part in the life cycle of a brand At each stage in a brand's life cycle, a

substitute level of constrained time emphasis is required.

New Product

Something else can when in doubt advantage from tremendous movement support – if the

thing, the propelling, transport and cost are correct. The movement can genuinely perform its

capacity of vivifying trial and buy of a brand whose quality has not yet been completely

settled in the brains of all customers. In spite of the fact that marvelous progressing on

another brand will convince different clients to attempt the brand, it is not committed to impel

each insightful prospect to make energetic move. Despite the way that the progressing does

not rapidly move to activity, require an additional rousing force, for case, a free case or

coupon or some other gadget that collects the estimation of the brand, or chops down its cost,

to the point where the prospect purchases it. In the event that the thing is of good quality,

progress in this manner serves to set up its worth rapidly in the brains of more people

Page 23

Developing Brand

There are confirmations, by chance, that different new brands (however not all) fulfill their

offer of-business part crest inside of six months to a year after the completion of their

presentation. This prompts the decision that a brand of demonstrated thing and publicizing

duplicate pervasiveness would be all around reproved over meet most critical trial amidst the

immediately period by blazing through firmly in the propelling media and on the confined

time gadgets that are best in setting off to the brand's best entire arrangement unavoidable

purchasers. Hypothesis at the most principal practicable level in sensible publicizing and

movement amidst the almost immediately arrange, along these lines – by rapidly satisfying a

high establishment level – can build up a business that is less defenseless against conflict and

that advantages more raised measure of point of preference

Stable Brand

A created, making mark for the most part requires immaterial movement strengthen, routinely

of a specific nature. The thing and its hoisting are still practically identical to or superior to

anything dispute. A high level of potential clients have tried the brand. Plus, have wind up

being fundamentally standard clients.

In such a solid condition, the occupation that progress needs to accomplish generally is much

humbler and more specific. It can be utilized for such particular purposes as enhancing

arrangement on extensive sizes, drawing in new clients from periphery social events or

regions where use levels are underneath potential, or developing the utilization among

present clients. Total progress uses, on the other hand, can decrease to levels that convey

immaculate favorable circumstances – seeing that the brand keeps talking minute to quality.

Declining Brand

A full developed, stable brand may require extended extraordinary support as competition

matches it in thing quality and in the convincingness of its publicizing copy, or as the brand

accomplishes its ordinary establishment level. At the point when this happens, Growth stops

arrangements and offer level off.

Real Types of Customer Promotions

Testing - Distribution of free striking or standard size pack to buyers

Page 24

•Couponing - Distribution of confirmations with an imparted money related or merchandize

respect which the buyer recuperates through a retailer towards the buy of the destined thing.

•Demonstrations - A blueprint of how a thing is organized and utilized a noteworthy part of

the time, including purchaser tasting of sustenance things and all around including the area of

a home business division inspector or other masterminded experts.

•Price packs - Offers to purchasers of advantages off the dependable cost of a thing, hailed on

the engraving. Ex: A diminished quality packs.

•Free trials – Inviting clients, with the expectation of complimentary trials of things without

expense.

•Exchange Meal - Recent ways to deal with move the offers where in there is trade of old

utilized things to buy new.

•Customer bolster cards: Customer buys a card respect that is authentic for one year.

Page 25

TABLE 4.1

TABLE SHOWING GENDER CLASSIFICATION OF CUSTOMERS

SL NO GENDER NO OF RESPONDENTS PERCENTAGE

1 MALE 52 52%

2 FEMALE 48 48%

100 100%

ANALYSIS:

From the above table it is clear that, 52 of respondents are male and remaining 48 of

respondents are female.

Page 26

GRAPH 4.1

GRAPH SHOWING GENDER CLASSIFICATION OF CUSTOMERS

INTERPRETATION:

From the above graph it is clear that, 52% of respondents are male and remaining 48% of

respondents are female.

MALE52%

FEMALE48%

GENDER CLASSIFICATION

MALE FEMALE

Page 27

TABLE 4.2

TABLE SHOWING THE CUSTOMER’S AGE AT BIG BAZAAR SL NO AGE MALE FEMALE PERCENTAGE

1 LESS THAN 20-30 24 24 48

2 30-40 20 14 34

3 40-50 4 6 10

4 50 AND ABOVE 4 4 8

TOTAL 52 48 100

ANALYSIS:

From the above table, it clearly shows that, 48 respondents are under the age group of 20-30

where male and female are in equal number, 34 of the respondents are below 30-40 age group

where male are more than female, 10 respondents are in the age group of 40-50 where most

of them are female and last 8 respondents are above age 50 where male and female are in

equal number.

Page 28

GRAPH 4.2

GRAPH SHOWING THE CUSTOMER’S AGE AT BIG BAZAAR

INTERPRETATION:

From the above graph, it clearly shows that out of 100% respondents, 48% are under the age

group of 20-30 where male and female are in equal number, 34% of the respondents are

below 30-40 age group where male are more than female, 10% respondents are in the age

group of 40-50 where most of them are female and last 8% respondents are above age 50

where male and female are in equal number.

LESS THAN 20‐30 30‐40 40‐50 50 ABOVE

24%

20%

4% 4%

24%

14%

6%4%

CUSTOMER AGE

MALE FEMALE

Page 29

TABEL 4.3

TABLE SHOWING THE CUSTOMER’S OCCUPATION

SL NO OCCUPATION NO OF RESPONDENTS PERCENTAGE

1 BUSINESS 22 22%

2 EMPLOYEE 34 34%

3 PROFESSION 10 10%

4 STUDENT 8 8%

5 HOUSE WIFE 26 26%

TOTAL 100 100%

ANALYSIS:

From the above table, it clearly shows that out of 100 respondents, 34 are employees, 26

respondents are house wife, 22 are into business, 10 professionals, 8 respondents were students,

who responded at big bazaar.

Page 30

GRAPH 4.3

GRAPH SHOWING THE OCCUPATION OF CUSTOMER’S

INTERPRETATION:

From the above graph , it clearly shows that out of 100% respondents, 34% are employees,

26% respondents are house wife, 22% are into business, 10% professionals, 8% respondents

were students, who responded at big bazaar.

BUSINESS22%

EMPLOYEE34%

PROFESSION10%

STUDENT8%

HOUSE WIFE26%

CUSTOMER'S OCCUPATION

BUSINESS EMPLOYEE PROFESSION STUDENT HOUSE WIFE

Page 31

TABLE 4.4

TABLE SHOWING MONTHLY INCOME OF CUSTOMERS VISITED BIG BAZAAR

SL NO INCOME NO OF RESPONDENTS PERCENTAGE

1 LESS THAN 10000 14 14%

2 10000-20000 38 38%

3 20000-30000 24 24%

4 30000 AND ABOVE 24 24%

TOTAL 100 100

ANALYSIS:

From the above table it clearly shows that out of 100 respondents, 38 respondents belong to

the income group of 10,000-20,000Rs per month, 24 respondents are in 20,000-30,000Rs per

month, 24 respondents are in the income group of above 30,000Rs per month & 14 respondents

are tend to be in the income group of less than 10,000 per month.

Page 32

GRAPH 4.4

SHOWING MONTHLY INCOME OF CUSTOMERS VISITED BIG BAZAAR

INTERPRETATION: From the above graph it clearly shows that out of 100% respondents, 38% respondents

belong to the income group of 10,000-20,000Rs per month, 24% respondents are in 20,000-

30,000Rs per month, 24% respondents are in the income group of above 30,000Rs per month

& 14% respondents are in the income group of less than 10,000 per month.

0

5

10

15

20

25

30

35

40

LESS THAN 10000 10000‐20000 20000‐30000 30000 ABOVE

MONTHLY INCOME

Page 33

TABLE 4.5

TABLE SHOWING HOW FREQUENTLY CUSTOMERS VISIT TO BIG BAZAAR

SL NO OPTIONS NO OF RESPONDENTS PERCENTAGE

1 OCCASIONALLY 22 22%

2 ONCE IN A MONTH 44 44%

3 ONCE IN A WEEK 28 28%

4 ONCE IN FORTNIGHT 6 6%

5 DAILY 0 0%

TOTAL 100 100%

ANALYSIS:

From the above table of data its clearly understandable that out of 100 respondents , 44

respondents visit big bazaar once in a month , 28 respondents visit once in a week , 22

respondents visit occasionally , 6 respondents visit once in fortnight , daily visit of customer is

0 because no customer visit daily to big bazaar.

Page 34

GRAPH 4.5

GRAPH SHOWING HOW FREQUENTLY CUSTOMERS VISIT TO BIG BAZAAR

INTERPRETATION:

From the above graph of data its clearly understandable that out of 100% of respondents ,

44% of respondents visit big bazaar once in a month , 28% of respondents visit once in a

week , 22% of respondents visit occasionally , 6% of respondents visit once in fortnight ,

daily visit of customer is 0%, because no customer visit daily to big bazaar.

22%

44%

28%

6%0%

NO OF RESPONDENTS

OCCASIONALLY MONTHLY WEEKLY FORNIGHT DAILY

Page 35

TABLE 4.6

TABLE SHOWING WHICH DAY CUSTOMERS PREFERE MOST TO

VISIT BIG BAZAAR SL NO OPTIONS NO OF RESPONDENTS PERCENTAGE

1 SUNDAY 50 50%

2 MONDAY 2 2%

3 WEDNESDAY 14 14%

4 FRIDAY 8 8%

5 SATURDAY 26 26%

TOTAL 100 100%

ANALYSIS:

From the above data it is clear that out of 100 respondents, 50 respondents prefer to visit on

Sunday, 26 respondents on Saturday, 14 respondents on Wednesday, 8 respondents on Friday,

and only 2 respondents in 100 prefer to visit on Monday.

Page 36

GRAPH 4.6

GRAPH SHOWING WHICH DAY CUSTOMERS PREFERE MOST TO

VISIT BIG BAZAAR

INTERPRETATION:

From the above data it is clear that, 50% respondents prefer to visit on Sunday, 26%

respondents on Saturday, 14% respondents on Wednesday, 8% respondents on Friday, and only

2% respondents in 100% prefer to visit on Monday.

0

5

10

15

20

25

30

35

40

45

50

SUNDAY MONDY WEDNESDAY FRIDAY SATURDAY

50

2

14

8

26

NO OF RESPONDENTS

Page 37

TABLE 4.7

TABLE SHOWING WHY CUSTOMER PREFER A PARTICULAR DAY


1 HOLIDAY 42 42%

2 PROMOTION 30 30%

3 STOCK OVER 8 8%

4 LESS WALK-INS 8 8%

5 OTHER 12 12%

TOTAL 100 100%

ANALYSIS:

From the above table it clearly shows that out of 100 respondents, 42 respondents visit due to

holiday, 30 respondents visit due to promotion, 12 respondents due to other reasons, 8

respondents visit due to less walk-ins in the store.

Page 38

GRAPH 4.7

TABLE SHOWING WHY CUSTOMER PREFER A PARTICULAR DAY

INTERPRETATION:

From the above graph it clearly shows that out of 100% respondents, 42% respondents visit

due to holiday, 30% respondents visit due to promotion, 12% respondents due to other

reasons, 8% of respondents visit due to stock over, 8% respondents visit due to less walk-ins

in the store.

HOLIDAY42%

OFFER30%

STOCK OVER8%

LESS WALK‐INS8%

OTHERS12%

NO OF RESPONDENTS

Page 39

TABLE 4.8

TABLE SHOWING THE AWARENESS OF PROMOTIONAL OFFER

AT BIG BAZAAR


1 YES 94 94%

2 NO 6 6%

TOTAL 100 100%

ANALYSIS:

From the above table it is clear that, 94 respondents are aware of promotional offer at big

bazaar, 6 respondents are not aware of promotional offer at big bazaar out of 100 respondents.

Page 40

GRAPH 4.8

GRAPH SHOWING THE AWARENESS OF PROMOTIONAL OFFER AT BIG BAZAAR

INTERPRETATION:

From the above graph it is clear that, out of 100% of respondents, 94% of respondents are

aware of promotional offer at big bazaar, 6% of respondents are not aware of promotional

offer at big bazaar.

0

10

20

30

40

50

60

70

80

90

100

YES NO

NO OF RESPONDENTS

Page 41

TABLE 4.9

TABLE SHOWING WHAT THE MODE OF COMMUNICATION

SL NO MODES NO OF RESPONDENTS PERCENTAGE

1 TV 36 36%

2 NEWSPAPER 48 48%

3 HOARDINGS 6 6%

4 INTERNET 6 6%

5 RADIO 4 4%

TOTAL 100 100%

ANALYSIS:

From the above table it is clear that out of 100 respondents, 48 respondents are aware of big

bazaar through newspaper, 36 respondents by television, 4 respondents by radio and through

internet and hoardings 6 respondents each.

Page 42

GRAPH 4.9

GRAPH SHOWING WHAT THE MODE OF COMMUNICATION

INTERPRETATION:

From the above graph it is clear that 48% of respondents are aware of big bazaar through

newspaper, 36% respondents by television, 4% respondents by radio and through internet and

hoardings 6% respondents each.

0

5

10

15

20

25

30

35

40

45

50

TV NEWSPAPER HOARDINGS INTERNET RADIO

NO OF RESPONDENTS

Page 43

TABLE 4.10

TABLE SHOWING THE MODE OF MEDIA THAT INFLUENCE MOST

RANK TV NEWSPAPER HOARDINGS INTERNET RADIO PERCENTAGE

1 38 52 4 6 2 20.4%

2 34 16 28 14 8 20%

3 16 10 22 42 8 19.6%

4 10 16 26 22 24 19.6%

5 2 6 20 16 58 24.4%

TOTAL 100 100 100 100 100 100%

ANALYSIS:

From the above table it clearly shows that out of 100 respondents, 52 respondents have

ranked top for newspaper followed by television, at the same time 58 respondents have

ranked lowest for radio, which indicates radio is not influencing the customers.

Page 44

GRAPH 4.10

GRAPH SHOWING THE MODE OF MEDIA THAT INFLUENCE MOST

INTERPRETATION:

From the above graph it is believable that out of 100% of respondents 52% for

newspaper,38% for TV have ranked number 1, hoardings have balanced image by holding

42% at rank 3, radio does not influence the customers hence ranked lowest.

RANK 1 RANK 2 RANK 3 RANK 4 RANK 5

3834

16

10

2

52

16

10

16

64

28

2226

20

6

14

42

22

16

2

8 8

24

58

CHART TITLE

TV NEWSPAPER HOARDINGS INTERNET RADIO

Page 45

TABLE 4.11

TABLE SHOWING PROMOTIONAL OFFER ON DAY OF VISIT


1 YES 58 58%

2 NO 42 42%

TOTAL 100 100%

ANALYSIS:

From the above table it shows that out of 100 respondents, 58 respondents are aware of offer

on the day of their visit and 42 respondents are not aware of offers on the day of their visit to

big bazaar.

Page 46

GRAPH 4.11

GRAPH SHOWING PROMOTIONAL OFFER ON DAY OF VISIT

INTERPRETATION:

From the above graph it shows that out of 100% of respondents, 58% of respondents are

aware of offer on the day of their visit and 42% of respondents are not aware of offers on the

day of their visit to big bazaar.

58%

42%

NO OF RESPONDENTS

YES

NO

Page 47

TABLE 4.12

TABLE SHOWING INDUCING AND ATTRACTIVENESS OF PURCHASING

SL NO OPTIONS NO OF

RESPONDENTS PERCENTAGE

1 STRONGLY AGREE 22 22%

2 AGREE 60 60%

3 AGREE NOR DIS AGREE 10 10%

4 DIS AGREE 06 6%

5 STRONGLY DIS AGREE 02 2%

TOTAL 100 100%

ANALYSIS:

From the above table it is clear that out of 100 respondents ,60 respondents agree that

promotional strategies attracts while purchasing products, 22 respondents strongly agree, 10

of the respondents have selected agree nor dis-agree and 6 respondents dis-agree with the

promotional strategies at big bazaar.

Page 48

GRAPH 4.12

GRAPH SHOWING INDUCING AND ATTRACTIVENESS OF

PURCHASING

INTERPRETATION:

From the above graph it is clear that out of 100% of respondents ,60% of respondents agree

that promotional strategies attracts while purchasing products, 22% of respondents strongly

agree, 10% of the respondents are between agree and dis-agree and 6% of respondents dis-

agree , 2% of the respondents strongly dis-agree with the promotional strategies at big

bazaar.

NO OF RESPONDENTS0

10

20

30

40

50

60

STRONGLYAGREE

AGREE AGREENOR DIS‐AGREE

DIS‐AGREE STRONGLYDIS‐AGREE

22

60

106

2

NO OF RESPONDENTS

Page 49

TABLE 4.13

TABLE SHOWING ON WHICH PRODUCTS CUSTOMER EXCEPT PROMOTIONAL OFFERS


1 CLOTHING 28 28%

2 GROCERIES 26 26%

3 ELECTRONIC ITEMS 22 22%

4 FURNITURE 14 14%

5 FOOTWEAR 10 10%

TOTAL 100 100%

ANALYSIS:

From the above table it conveys that out of 100 respondents, 28 respondents expect

promotional strategies for clothes, 26 respondents expect in groceries, 22 respondents expect

for electronic items, 14 respondents need promotional offer for furniture, 10 respondents for

footwear.

Page 50

GRAPH 4.13

GRAPH SHOWING ON WHICH PRODUCTS CUSTOMER EXCEPT PROMOTIONAL OFFERS

INTERPRETATION:

From the above graph it conveys that, 28% of respondents expect promotional strategies for

clothes, 26% of respondents expect in groceries, 22% respondents expect for electronic items,

14% respondents need promotional offer for furniture, 10% respondents for footwear.

CLOTHING28%

GROCERIES26%

ELECTRONIC ITEMS22%

FURNITURE14%

FOOTWEAR10%

NO OF RESPONDENTS

CLOTHING GROCERIES ELECTRONIC ITEMS FURNITURE FOOTWEAR

Page 51

TABLE 4.14

TABLE SHOWING WHETHER CUSTOMER AVAILED OFFER IN

RECENT VISITS

SL NO OPTIONS NO OF RESPONDENTS

PERCENTAGE

1 YES 92 92%

2 NO 8 8%

TOTAL 100 100%

ANALYSIS:

From the above table 92 respondents have availed promotional offer and only 8 respondents

has not availed offer during their recent visit at big bazaar.

Page 52

GRAPH 4.14

GRAPH SHOWING WHETHER CUSTOMER AVAILED OFFER IN RECENT VISITS

INTERPRETATION:

From the above table 92% of respondents have availed promotional offer and only 8% of

respondents has not availed offer during their recent visit at big bazaar.

92%

8%

NO OF RESPONDENTS

YES

NO

Page 53

TABLE 4.15

TABLE SHOWING WHICH OFFER CUSTOMERS ARE AWARE AT

BIG BAZAAR

SL NO OFFERS NO OF RESPONDENTS

PERCENTAGE

1 GREAT EXCHANGE OFFER

12 12%

2 BUY 1 GET 1 FREE 42 42%

3 BUY 3 APPARELS @999 14 14%

4 DISCOUNT OFFER 26 26%

5 FREE OFFER 6 6%

TOTAL 100 100%

ANALYSIS: From the above table it is clearly shown that, out of 100 respondents 42

respondents are aware of buy one get one free offer, 26 respondents are aware of discount

offer, 14 respondents aware of buy 3 apparels @ 999 , 12 respondents for great exchange

offer and only 6 respondents are aware of free offer.

Page 54

GRAPH 4.15

GRAPH SHOWING WHICH OFFER CUSTOMERS ARE AWARE AT BIG BAZAAR

INTERPRETATION: From the above graph it is clear that out of 100% of

respondents, 42% of respondents are aware of buy one get one free offer, 26% respondents

are aware of discount offer, 14% of respondents aware of buy 3 apparels @ 999 , 12% of

respondents for great exchange offer and only 6% of respondents are aware of free offer.

NO OF RESPONDENT

0

10

20

30

40

50

GREAT EXCHANGE OFFER

BUY 1 GET 1 FREE

BUY 3 APPARELS AT

999

DISCOUNT OFFER

FREE OFFER

12

42

14

26

6

NO OF RESPONDENTS

Page 55

TABLE 4.16

TABLE SHOWING DOES CUSTOMERS COMMUNICATE ABOUT

THE OFFER TO THEIR FRIENDS/RELATIVES


1 YES 92 92%

2 NO 8 8%

TOTAL 100 100%

ANALYSIS:

From the above table it clearly shows that out of 100 respondents, 92 respondents

communicate to their friends and relatives , only 8 respondents does not communicate about

the offers at big bazaar.

Page 56

GRAPH 4.16

GRAPH SHOWING DOES CUSTOMERS COMMUNICATE ABOUT THE OFFER TO THEIR FRIENDS/RELATIVES

INTERPRETATION:

From the above graph it clearly shows that out of 100% of respondents, 92% of respondents

communicate to their friends and relatives, only 8% of respondents does not communicate

about the offers at big bazaar.

92%

8%

NO OF RESPONDENTS

YES

NO

Page 57

TABLE 4.17

TABLE SHOWING, WHERE CUSTOMERS FIND FOLLOWING

PRODUCTS BETTER.

SL NO

OPTIONS BIG BAZAAR

PERCENTAGE OTHER RETAIL

PERCENTAGE

1 PRICE 70 70% 30 30%

2 QUALITY 64 64% 36 36%

3 PRODUCT RANGE

50 50% 50 50%

4 PROMOTIONAL OFFERS

70 70% 30 30%

5 AMBIENCE 48 48% 52 52%

ANALYSIS:

From the above table it clearly shows that out of 100 respondents, when compared to other

retail stores, 70 respondent selected big bazaar for its price and promotional offers, 64

respondents for quality, when it comes to ambience other retail stores are better than big

bazaar.

Page 58

GRAPH 4.17

GRAPH SHOWING, WHERE CUSTOMERS FIND FOLLOWING PRODUCTS BETTER.

INTERPRETATION:

From the above graph it clearly shows that, when compared to other retail stores, 70%

respondent selected big bazaar for its price and promotional offers, 64% respondents for

quality, when it comes to ambience other retail stores are better than big bazaar, Product

range is similar in other retail stores compared to big bazaar.

010203040506070

Chart Title

BIG BAZAAR OTHER RETAIL

Page 59

TABLE 4.18

TABLE SHOWING WHETHER CUSTOMERS FEEL LIKE VISITING AGAIN

SL NO OPTIONS NO OF

RESPONDENTS PERCENTAGE

1 YES 96 96%

2 NO 4 4%

TOTAL 100 100%

ANALYSIS:

From the above table it is clearly understandable that 96 respondents like to visit big bazaar

again out of 100 respondents.

Page 60

GRAPH 4.18

GRAPH SHOWING WHETHER CUSTOMERS FEEL LIKE VISITING AGAIN

INTERPRETATION: From the above graph it is clear that 96% of respondent like to

visit big bazaar again and only 4% does not like to visit again to big bazaar.

0

10

20

30

40

50

60

70

80

90

100

YES NO

NO OF RESPONDENTS

Page 61

CHI SQUARE TEST

Testing of Hypothesis

0(SA) 1(A) 2(N) 3(DA) 4(SD)

TV 38 34 16 10 4 Newspaper 52 16 10 16 2

Hoardings 4 28 22 26 6

Internet 6 14 42 22 20

Radio 2 8 8 24 58

Gender*TV

Table showing cross tabulation for promotional strategy on television vs gender Crosstab

Count

TV Total

Strongly Agree Agree Neither Agree

Nor Disagree

Disagree Strongly

Disagree

Gender Male 8 9 9 10 7 43

Female 15 12 15 11 15 68

Total 23 21 24 21 22 111

H0: Promotional strategy on Television doesn’t have significant influence on gender.

H1: Promotional strategy on Television have significant influence on gender.

Table showing Chi Square test for comparison of promotional strategy on television vs

gender

Chi-Square Tests

Value Df Asymp. Sig. (2-

sided)

Pearson Chi-Square 1.459a 4 .834

Likelihood Ratio 1.456 4 .834

Linear-by-Linear

Association .001 1 .975

N of Valid Cases 111

a. 0 cells (.0%) have expected count less than 5. The minimum

expected count is 8.14.

Page 62

INTERPRETATION:

The above said hypothesis was tested by using chi-square test with the help of statistics

package SPSS-20, it was tested with 5% level of significance. The above table show the cross

tabulation and chi-square results in table. The p value is 0.834 which is greater than 0.05,

therefore there is an evidence to accept the null hypothesis. Hence there is significant

influence of promotional strategy on television with regard to gender.

Gender*newspaper Table showing cross tabulation for promotional strategy on Newspaper vs gender

Crosstab

Newspaper Total


Nor Disagree

Disagree Strongly

Disagree

Gender Male 10 9 6 10 8 43

Female 15 7 12 17 17 68

Total 25 16 18 27 25 111

H0: Promotional strategy in Newspaper doesn’t have significant influence on gender.

H1: Promotional strategy in Newspaper have significant influence on gender.

Table showing Chi Square test for comparison of promotional strategy on Newspaper

vs gender

Chi-Square Tests


sided)



Linear-by-Linear





Page 63

INTERPRETATION:





influence of promotional strategy in newspaper with regard to gender. Gender*hoardings Table showing cross tabulation for promotional strategy on Hoardings vs gender

Hoardings Total


Nor Disagree

Disagree Strongly

Disagree

Gender Male 10 10 8 12 3 43

Female 18 18 12 6 14 68

Total 28 28 20 18 17 111

H0: Promotional strategy through Hoardings doesn’t have significant influence on gender.

H1: Promotional strategy through Hoardings have significant influence on gender.

Table showing Chi Square test for comparison of promotional strategy on Hoardings vs

gender

Chi-Square Tests


sided)



Linear-by-Linear





Page 64

INTERPRETATION:





influence of promotional strategy through hoardings with regard to gender.

Gender*internet

Table showing cross tabulation for promotional strategy on Internet vs gender

Crosstab

Internet Total


Nor Disagree

Disagree Strongly

Disagree

Gender Male 10 13 6 4 10 43

Female 6 22 15 15 10 68

Total 16 35 21 19 20 111

H0: Promotional strategy through Internet doesn’t have significant influence on gender.

H1: Promotional strategy through Internet have significant influence on gender.

Table showing Chi Square test for comparison of

promotional strategy on Internet vs gender

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)



Linear-by-Linear





Page 65

INTERPRETATION:





influence of promotional strategy through internet with regard to gender.

Gender*radio Table showing cross tabulation for promotional strategy on Radio vs gender

Crosstab

Radio Total


Nor Disagree

Disagree Strongly

Disagree

Gender Male 8 8 9 9 9 43

Female 25 12 8 11 12 68

Total 33 20 17 20 21 111

H0: Promotional strategy in Radio doesn’t have significant influence on gender.

H1: Promotional strategy in Radio Internet have significant influence on gender.

Table showing Chi Square test for comparison of promotional strategy on Internet vs

gender

Chi-Square Tests

Value df Asymp. Sig. (2-

sided)



Linear-by-Linear

Association 2.518 1 .113




Page 66

INTERPRETATION:





influence of promotional strategy in radio with regard to gender.

Page 67

FINDINGS

It is found out that majority of the customers are male 52% and remaining 48% are female.

It is found out that most of the customer visiting big bazaar are under the age group of 20-30 with 48%.

It is found out that 34% of the respondents are employees, followed by 26% of the respondents are house wife.

It is found out that 38% respondents visiting big bazaar are under the income level of 20000-30000 thousand.

It is found out that 44% of the customers are frequently visiting big bazaar once in a month, none of respondents visit daily.

It is found out that 50% of the customers visit big bazaar on Sundays. It is found out that 42% of the customers visit big bazaar because of holiday. It is found out that 94% of the respondents are aware of the promotional offers at big

bazaar old madras road. It is found out that 48% of the respondents are aware of big bazaar products through

newspaper. It is found out that 52% of respondents agree that promotions of big bazaar are attractive

and influence to purchase. It is found out that customers visiting big bazaar are aware of offers on the day of their

visit is 58%. It is found out that 60% of the respondents agree with the promotional strategies attracts

for purchasing at big bazaar. It is found out that 28% of customers expect more promotional offers for clothing and

26% for groceries. It is found out that 92% of the respondents have availed offers during their recent visit

at big bazaar. It is found out that 42% of the customers are mostly aware of buy1 get 1 offer in big

bazaar. It is found out that 92% of the respondents communicate about big bazaar to their

friends and relatives. It is found out that 70% of the respondents feel that price and promotional offers are

better in big bazaar. It is found out that 96% of the customers feel to visit again to big bazaar.

Page 68

SUGGESTIONS Promotional offers should be communicated regularly for the customers to

understand better. Big bazaar should concentrate on young customers, who are below 30 years which

will make the company grow better in market. Big bazaar should make internet as one of the median to communicate promotional

offers for mass awareness and quick advertising. Quality and brands of the products should be maintained and improved at big

bazaar. Big Bazaar should come up with promotional strategy to make women’s as their

loyal customers. Popular discounts should extended their durations so that the costumers can benefit

and increasing of profitability.

The discounting offers of the products duration must be increased, in this basis number of customers can be availing more benefits from the Big bazaar.

Page 69

CONCLUSION

It is concluded that promotional offers play an important role to increase the sales in short terms. Bangalore population is experiencing a new pattern of shopping. The customer buying pattern has changed with the introduction of big bazaar in Bangalore. The foot fall has increased at big bazaar .Customers are exposed to new brands and Big bazaar has already attained a good image in the minds of customers, television and internet are also best sources of attracting customers. Big bazaar should provide a better pay on delivery and home delivery services to the required customers, it should be increased better promotional strategies offers and co-ordination with customers. Most of the customers have high expectation from the company and looking forward for better service. The best sources of attraction is television advertisement and print media and so company should cast more attractive way of advertisements highlighting buy one get one offers and discounts. This will help the company to attain new customer as well as retain old customers who play a very important role in word of mouth communication.

Page 70

BIBLIOGRAPHY

Kishore Biyani, Dipayan Baishya (2007): It happened in India: The story of Pantaloons, Big

Bazaar, Central and the great Indian consumer

Pradeep S. Mehta, CUTS Centre for Competition, Investment & Economic Regulation (Jaipur,

India) – (2006) - Preview, A functional competition policy for India

Graeff, Timothy R. “"Product comprehension and promotional strategies".” Journal of

Consumer Marketing, , 1995: pp.28 - 39.

Kisholoy Roy, Retail Management – Managing Retail Stores – Vrinda Publications

Rowley, Jennifer. “"Promotion and marketing communications in the information

marketplace",.” 1998: pp.383 - 387.

WEBSITES Www. futuregroup.com www.timesofindia.com www.economictimes.com www.businesstandered.com www.wikopedia.com

Page 71

ANNEXURE

Dear Respondent,

I am TRIBHUVAN KUMAR .K student of MBA 4th semester, at NEW HORIZON

COLLEGE OF ENGINEERING have undertaken a project titled “Effectiveness of

promotional strategies” at OMR Big Bazaar, Bangalore. Hence I request your kind co-

operation by sparing your precious time in answering the following questions and providing

information.

Name: …………………………….

Gender: male [ ] Female [ ]

Please specify your age group (years):

a) Less than 20-30 [ ] (b) 30-40[ ] (c) 40-50[ ] (d) 50above [ ]

Occupation:

(a) Business [ ] (b) Employee []

(c) Profession [ ] (d) Student [ ]

(e) House wife [ ]

Please specify the monthly income,

a) Less than 10,000( ) b) 10,000 to 20,000 ( )

c) 20,000 to 30,000 ( ) d) 30,000 above ( )

Q1. The frequently to visit the Big Bazaar.

Occasionally ( ) Once in a month ( )

Once in a week ( ) Once in fortnight ( ) Daily ( )

Q2. Which day in a week you prefer to visit Big Bazaar in particular day?

Sunday ( ) Monday ( ) Wednesday ( ) Friday ( ) Saturday ( )

Q3. Why do you prefer to visit Big Bazaar on the above day?

Holiday ( ) Promotion (offer) ( ) Stock over ( ) Less walk-ins ( )

Other ( )

Page 72

Q4. The aware of promotional offer at the Big Bazaar?

Yes ( ) No ( )

Q5. If yes what is the mode of awareness of promotional at Big Bazaar.

TV ( ) Newspaper ( ) Hoardings ( ) Internet ( ) Radio ( )

Q6. Rank the below given criteria which influence you the most for

Promotional offer at Big Bazaar?

Criteria Rank

TV

Newspaper

Hoardings

Internet

Radio

Q7. Did or the notice hear the about the promotional offer the today?

Yes ( ) No ( )

Q8. The promotional offer at Big Bazaar is and induces to make the

Purchase?

Strongly Agree ( ) Agree ( ) Neither Agree/nor Dis-agree ( )

Dis-Agree ( ) Strongly Dis-agree ( )

Q9. For the range of products of brands you expect promotional the offer.

Clothing ( ) Groceries ( ) Electronic Item ( ) Furniture ( ) Footwear ( )

Q10. Have you availed any offer during you recent visits to Big Bazaar?

Yes ( ) No ( )

Q11. From the following, which are the offers, you are aware of.

Page 73

a) Great exchange offers ( ) b) Buy one get one free ( )

c) Buy 3 apparels at 999 ( ) d) Discount the offer ( ) e) Free offer ( )

Q12. Do the communicate offers at Big Bazaar it your friends and relatives?

Yes ( ) No ( )

Q13. Where do the you find the following the better please the mark

At the Big Bazaar At other retail shops

Price

Quality

Product range

Promotional offers

Ambience

Q14. Do offers make you feel like visiting Big Bazaar again?

Yes ( ) No ( )

Q15. Kindly specify any suggestion for the better promotional offer at Big

Bazaar?

…………………………………………………………………………………

………………………………………………………………………………..

Documents

a study on factors governing the effectiveness of promotional