INTERIM REPORT

ON
“A COMPARATIVE STUDY ON THE CUSTOMERS
PERCEPTION TOWARDS SERVICES PROVIDED BY MEGA
MART AND BIG BAZAAR”

BY,
MERVIN.JOHN (8NBBP031)

MBA (4th SEM)

ASIM BANGALORE

UNDER THE GUIDANCE OF:

Tamil Selvan

(FACULTY GUIDE)
OBJECTIVES:
• To dig out the indepth knowledge regarding retail industry.
• To understand the customers perception towards the recent trends and
services in retail.
• To find out customers expectations from the retail industry.
• To have a comparative analysis between big bazaar and mega mart
regarding its efficiency and growth.
LIMITATIONS:
• There may be chances of misinterpretation due to bias and prejudices of the
respondents to the questionnaire.

REVIEW OF LITERATURE:
Books and journals relating to the Retail industry

Research Methodology
MEANING OF RESEARCH- Research is an active, diligent, and systematic

process of inquiry aimed at discovering, interpreting, and revising facts. This

intellectual investigation produces a greater knowledge of events, behaviors,
theories, and laws and makes practical applications possible. The term
research is also used to describe an entire collection of information about a
particular subject, and is usually associated with the output of science and
the scientific method

RESEARCH DESIGN:

DESCRIPTIVE RESEARCH- Descriptive research includes surveys and facts

findings enquiries of different kinds. The major purpose of Descriptive
research is the description of the state of affairs, as it exists at present. It
provides the data about the population or universe being studied.
Descriptive research is used when the objective is to provide a systematic
description that is as factual as accurate possible. In this project we have to
find whether Advertising and sales promotion influences the sales of the Big
Bazaar and Mega Mart, therefore our research is descriptive.

SAMPLE SIZE- The sample size that we have taken is 50 units, out of which
the
number of males and females were as follows-

Male- 28 in number

Female- 22 in number

SAMPLE AREA- Since the research is on Retail Industry so the sample area
that is

covered is as follows-

PRIMARY AREA – Areas near the malls.

SECONDARY AREA- Areas near by residence.

SAMPLE DESIGN- Simple random method

SOURCES OF DATA COLLECTION- Data collected in this project is both

collected both from both primary and secondary sources of data collection
which are as

follows-

PRIMARY DATA - Interview, Questionnaire

SECONDARY DATA - Internet, Magazines, Books, News Paper etc

REFERENCES:
• Magazines and journals

• internet

INTRODUCTION:
Retail Sector in India:
Retail and real estate are the two booming sectors of India in the present
times. And if industry experts are to be believed, the prospects of both the
sectors are mutually dependent on each other. Retail, one of India’s largest
industries, has presently emerged as one of the most dynamic and fast
paced industries of our times with several players entering the market.
Accounting for over 10 per cent of the country’s GDP and around eight per
cent of the employment retailing in India is gradually inching its way toward
becoming the next boom industry.
As the contemporary retail sector in India is reflected in sprawling shopping
centers, multiplex- malls and huge complexes offer shopping, entertainment
and food all under one roof, the concept of shopping has altered in terms of
format and consumer buying behavior, ushering in a revolution in shopping
in India. This has also contributed to large scale investments in the real estate
sector with major national and global players investing in developing the
infrastructure and construction of the retailing business. The trends that are
driving the growth of the retail sector in India are
• Low share of organized retailing
• Falling real estate prices
• Increase in disposable income and customer aspiration
• Increase in expenditure for luxury items

Another credible factor in the prospects of the retail sector in India is the
increase in the young working population. In India, hefty pay-packets,
nuclear families in urban areas, along with increasing working-women
population and emerging opportunities in the services sector. These key
factors have been the growth drivers of the organized retail sector in India
which now boast of retailing almost all the preferences of life - Apparel &
Accessories, Appliances, Electronics, Cosmetics and Toiletries, Home & Office
Products, Travel and Leisure and many more. With this the retail sector in
India is witnessing a rejuvenation as traditional markets make way for new
formats such as departmental stores, hypermarkets, supermarkets and
specialty stores.

The retailing configuration in India is fast developing as shopping malls are

increasingly becoming familiar in large cities. When it comes to development
of retail space specially the malls, the Tier II cities are no longer behind in the
race. If development plans till 2007 is studied it shows the projection of 220
shopping malls, with 139 malls in metros and the remaining 81 in the Tier II
cities. The government of states like Delhi and National Capital Region (NCR)
are very upbeat about permitting the use of land for commercial
development thus increasing the availability of land for retail space; thus
making NCR render to 50% of the malls in India.

India is being seen as a potential goldmine for retail investors from over the
world and latest research has rated India as the top destination for retailers
for an attractive emerging retail market. India’s vast middle class and its
almost untapped retail industry are key attractions for global retail giants
wanting to enter newer markets. Even though India has well over 5 million
retail outlets, the country sorely lacks anything that can resemble a retailing
industry in the modern sense of the term. This presents international
retailing specialists with a great opportunity. The organized retail sector is
expected to grow stronger than GDP growth in the next five years driven by
changing lifestyles, burgeoning income and favorable demographic outline.
Another cap to the retailing industry in India is allowing 51% FDI in single
brand outlet. The government is now set to initiate a second wave of reforms
in the segment by liberalizing investment norms further. This will not only
favor the retail sector develop in terms of design concept, construction
quality and providing modern amenities but will also help in creating a
consumer-friendly environment. Retail industry in India is at the crossroads
but the future of the consumer markets is promising as the market is
growing, government policies are becoming more favorable and emerging
technologies are facilitating operations in India. And this upsurge in the retail
industry has made India a promising destination for retail investors and at
the same time has impelled investments in the real estate sector. As foreign
investors cautiously test the Indian Markets for investments in the retail sector,
local companies and joint ventures are expected to be more advantageously
positioned than the purely foreign ones in the evolving India's organized
retailing industry.

The Indian retail market, which is the fifth largest retail destination globally,
has been ranked as the most attractive emerging market for investment in
the retail sector by AT Kearney's eighth annual Global Retail Development
Index (GRDI), in 2009. The share of retail trade in the country's gross
domestic product (GDP) was between 8–10 per cent in 2007. It is currently
around 12 per cent, and is likely to reach 22 per cent by 2010.
With rising consumer demand and greater disposable income, the US$ 400
billion Indian retail sector is clocking an annual growth rate of 30 per cent. It
is projected to grow to US$ 700 billion by 2010, according to a report by
global consultancy Northbridge Capital. The organised business is expected
to be 20 per cent of the total market by then. In 2008, the share of organised
retail was 7.5 per cent or US$ 300 million of the total retail market.
A McKinsey report, 'The rise of Indian Consumer Market', estimates that the
Indian consumer market is likely to grow four times by 2025. Commercial real
estate services company, CB Richard Ellis' findings state that India's retail
market has moved up to the 39th most preferred retail destination in the
world in 2009, up from 44 last year.
Banks, capital goods, engineering, fast moving consumer goods (FMCG),
software services, oil, marketing, power, two-wheelers and telecom
companies are leading the sales and profit growth of India Inc in the fourth
quarter of 2008-09. India continues to be among the most attractive
countries for global retailers. Foreign direct investment (FDI) inflows as on
September 2009, in single-brand retail trading, stood at approximately US$
47.43 million, according to the Department of Industrial Policy and Promotion
(DIPP).
India's overall retail sector is expected to rise to US$ 833 billion by 2013 and
to US$ 1.3 trillion by 2018, at a compound annual growth rate (CAGR) of 10
per cent. As a democratic country with high growth rates, consumer
spending has risen sharply as the youth population (more than 33 percent of
the country is below the age of 15) has seen a significant increase in its
disposable income. Consumer spending rose an impressive 75 per cent in the
past four years alone. Also, organised retail, which is pegged at around US$
8.14 billion, is expected to grow at a CAGR of 40 per cent to touch US$ 107
billion by 2013.
The organised retail sector, which currently accounts for around 5 per cent of
the Indian retail market, is all set to witness maximum number of large
format malls and branded retail stores in South India, followed by North,
West and the East in the next two years. Tier II cities like Noida, Amritsar,
Kochi and Gurgaon, are emerging as the favoured destinations for the retail
sector with their huge growth potential.

Further, this sector is expected to invest around US$ 503.2 million in retail
technology service solutions in the current financial year. This could go
further up to US$ 1.26 billion in the next four to five years, at a CAGR of 40
per cent.
India has emerged the third most attractive market destination for apparel
retailers, according to a study by global management consulting firm AT
Kearney. The Northbridge Capital report states that apparel is the "largest
organised retail category", accounting for 39 per cent of the organised
market. It is growing at the rate of 12 to 15 per cent annually. Organised
apparel retail is projected to touch US$ 200 million by 2010 from the current
worth of US$ 120 million, the report noted.
Experts agree that apparel, along with food and grocery, is leading the
growth of organised retailing in India. The results of the past quarter support
these findings.
Buoyed by improved consumer spending, sales of listed retailers increased
by 12 per cent in the September 2009 quarter compared with the same
period in 2008. This is higher than the 8.2 per cent posted in the June 2009
quarter. While the previous quarter saw value retailers such as Koutons Retail
and Pantaloon leading sales recovery, this time around, sales of lifestyle and
premium retailers led the growth trend. Two out of every three retailers
managed an increase of at least 10 per cent, compared to about one in three
in the June 2009 quarter.
Premium players such as Shoppers' Stop and Gitanjali Gems clocked strong
growth of 11 and 31.7 per cent, respectively. Shoppers' Stop saw same-store
sales growth move back into positive territory at 1.8 per cent. Operating
profit margins moved up steadily to 9.93 per cent, almost a 122 per cent
improvement since the December 2008 quarter.
• Luxury Goods Retail, which currently sells its products in India under a
franchise agreement, has been allowed to directly retail Gucci products
in the country. Gucci Group NV, Netherlands is investing US$ 225,867
to pick up 51 per cent stake in the venture.
• Australia's Retail Food Group is planning to enter the Indian market in
2010. It has ambitious investment plans which aim to clock revenue of
US$ 87 million from the country within five years from start of
operations. In 20 years, they expect the Indian operations to be bigger
than their Australian business.
• Lifestyle International, part of the Dubai-based US$ 1.5 billion
Landmark Group, plans to have over 50 stores across India by 2012–
13. These will include 35 Lifestyle stores for retailing apparel,
cosmetics and footwear, besides 15 Home Centres that sell home
furnishing goods.
• Watch maker, Timex India, is looking at increasing its presence in the
country by adding another 52 stores by March 2011 at an investment
of US$ 1.3 million taking its total store count to 120. The company has
recorded revenue of US$ 15.9 million and a net profit of US$ 1.2
million, during the first six months of the current fiscal, ending
September 30, 2009.

• Wills Lifestyle plans to expand its operations by opening 100 new

stores in the next three years. It also plans to concentrate on online
buyers.
• Pantaloon Retail India (PRIL) is planning to invest US$ 77.88 million this
fiscal to add up to 2.4 million sq ft retail space at its existing
operations. Pantaloon Retail is also looking to hive off its value retail
chain, Big Bazaar, into a separate subsidiary, which may eventually go
for an initial public offer (IPO). PRIL proposes to open 155 Big Bazaar
stores by 2014, increasing its total network to 275 stores.
• Aditya Birla Retail which operates the more chain of supermarkets and
hypermarkets is scaling up its private labels business as an
independent strategic business unit (SBU) and profit centre. This may
be spun off as a separate entity as private labels business account for
over 19-20 per cent sales of more supermarkets and hypermarkets.
Policy Initiatives
• 100 per cent FDI is allowed in cash-and-carry wholesale formats.
Franchisee arrangements are also permitted in retail trade.
• 51 per cent FDI is allowed in single-brand retailing.
Road Ahead
According to industry experts, the next phase of growth is expected to come
from rural markets.
According to a new market research report by RNCOS titled, 'Booming Retail
Sector in India', organized retail market in India is expected to reach US$ 50
billion by 2011.
• Number of shopping malls is expected to increase at a CAGR of more
than 18.9 per cent from 2007 to 2015.
• Rural market is projected to dominate the retail industry landscape in
India by 2012 with total market share of above 50 per cent.
• Organized retailing of mobile handset and accessories is expected to
reach close to US$ 990 million by 2010.
• Driven by the expanding retail market, the third party logistics market
is forecasted to reach US$ 20 billion by 2011.
Exchange rate used:
1 USD = 46.83 INR (as on November)

WHAT IS RETAILING?
Retailing is all the activities involved in selling goods and services directly to
final
consumers for their personal, non-business use.
The word retail is derived from the French word retailer, meaning to cut a
piece off or to
break bulk. A retailer buys goods or products in large quantities from
manufacturers or
importers, either directly or through a wholesaler, and then sells individual
items or small
quantities to the general public or end user customers, usually in a shop,
also called store.
Retailers are at the end of the supply chain. Marketers see retailing as part of
their overall
distribution strategy.
7
TYPES OF RETAILING
Retailing can be classified under two heads:
 Store Retailing
 Non-store Retailing
Store Retailing :
Retail stores come in a variety of shapes and sizes, and new retail types keep
emerging.
They can be classified by one or more of several characteristics:
 Amount of service
 Product line
 Relative prices
 Control of outlets
 Type of store cluster

1) AMOUNT OF SERVICE
Different products require different amounts of service, and customer
service preferences
vary:
Self-service retailers
Customers are willing to perform their own "locate-compare-select" process
to save
money. Today, self-service is the basis of all discount operations, and
typically is used by
sellers of convenience goods (such as supermarkets) and nationally branded,
fast moving
shopping goods (such as catalog showrooms).
Limited service retailers
Retailers such as Sears and J. C. Penney, provide more sales assistance
because they
carry more shopping goods about which consumers need information. Their
increased
operating costs result in higher prices.
8
Full service retailers
Like specialty stores and first-class department stores, have salespeople to
assist
customers in every phase of the shopping process. Full service stores usually
carry more
specialty goods for which customers like to be waited on. They provide more
liberal
return policies, various credit plans, free delivery, home servicing, and extras
such as
lounges and restaurants.
2) PRODUCT LINE:
Retailers can also be classified by the depth and breadth of their product
assortments.
The depth of a product assortment refers to the number of different versions
of each
product that are offered for sale. The breadth of the assortment refers to the
number of
different products that the store carries.
Specialty stores carry a narrow product line with a deep assortment within
that line.
Examples include stores selling sporting goods, books, furniture, electronics,
flowers, or
toys. Today, specialty stores are flourishing, due to the increasing use of
market
segmentation, market targeting, and product specialization.
A department store carries a wide variety of product lines. Each line is
operated as a
separate department managed by specialist buyers and merchandisers.
Supermarkets are large, low-cost, low-margin, high-volume, self-service
stores that carry
a wide variety of food, laundry, and household products.
Convenience stores are small stores that carry a limited line of high-turnover
convenience goods. These stores located near residential areas and remain
open long
hours, seven days a week. Convenience stores must charge high prices to
make up for
higher operating costs and lower sales volume, but they satisfy an important
consumer
need.
9
Superstores, combination stores, and hypermarkets are all larger than the
conventional
supermarket. Many leading chains are moving toward superstores because
their wider
assortment allows prices to be 5-6% higher than conventional supermarkets'.
Combination stores are combined food and drug stores. Examples are
A&P's Family
Marts and Wal-Mart's Super centers. Hypermarkets combine discount,
supermarket, and
warehouse retailing, and operate like a warehouse
3) RELATIVE PRICES
Retailers can also be classified by the prices they charge. Most retailers
charge regular
prices and offer normal quality goods and customer service. Some offer
higher quality
goods and service at higher prices. Retailers that feature low prices include:
Discount stores sell standard merchandise at lower prices by accepting lower
margins
and selling higher volume. Occasional discounts or specials do not make a
store a
discount store. A true discount store regularly sells its merchandise at lower
prices,
offering mostly national brands, not inferior goods.
4) CONTROL OF OUTLETS:
About 80% of all retail stores are independents, accounting for 2/3 of retail
sales. Other
forms of ownership include the corporate chain, the voluntary chain and
retailer
cooperative, the franchise organization, and the merchandising
conglomerate.
The chain store is one of the most important retail developments of this
century.
Corporate chains appear in all types of retailing, but they are strongest in
department,
variety, food, drug, shoe, and women's clothing stores. The size of corporate
chains
allows them to buy in large quantities at lower prices, and chains gain
promotional
economies because their advertising costs are spread out over many stores
and over a
large sales volume.
The voluntary chain is a wholesaler-sponsored group of independent retailers
that
engages in-group buying and common merchandising.
10
The retailer cooperative is a group of independent retailers that set up a
jointly- owned
central wholesale operations and conduct joint merchandising and promotion
efforts.
A franchise is a contractual association between a manufacturer, wholesaler,
or service
organization (the franchiser) and independent businesspeople (the
franchisees) who buy
the right to own and operate one or more units in the franchise system.
Merchandising conglomerates are corporations that combine several
different retailing
forms under central ownership and share some distribution and management
functions.
Examples include Dayton-Hudson and J. C. Penney.
5) TYPE OF STORE CLUSTER:
Most stores today cluster together to increase their customer pulling power
and to give
consumers the convenience of one-stop shopping:
Central business districts A central business district comprises of banks,
department
stores, specialty stores, and movie theatres.
A shopping center is a group of retail businesses planned, developed, owned,
and
managed as a unit.
Non-Store Retailing
Although most goods and services are sold through stores, non-store
retailing has been
growing much faster than store retailing.
Traditional store retailers are facing increasing sales competition from
catalogs, direct
mail, telephone, home TV shopping shows, on-line computer shopping
services, home
and office parties, and other direct retailing approaches.
Non-store retailing includes direct marketing, direct selling, and automatic
vending.
11

BIG BAZAAR:
Big Bazaar is not just another hypermarket. It caters to every need of your family.
Where Big Bazaar scores over other stores is its value for money proposition for the
Indian customers.

At Big Bazaar, you will definitely get the best products at the best prices -
that’s what we guarantee. With the ever increasing array of private labels, it
has opened the doors into the world of fashion and general merchandise
including home furnishings, utensils, crockery, cutlery, sports goods and
much more at prices that will surprise you. And this is just the beginning. Big
Bazaar plans to add much more to complete your shopping expereince.
Big bazaar is owned and operated by Future Bazaar India Ltd., a subsidiary of
Pantaloon Retail
(India) Limited. As part of India’s largest retail chain, it enjoys the benefits of
buying in bulk for
the entire group and keeps the margins low, so that customers get a great
range of products at
great prices. Pantaloon Retail (India) Limited led by Kishore Biyani is the
country's largest
retailer. It owns and operates multiple retail formats including Pantaloons,
Big Bazaar, Food
Bazaar, Central, E-Zone, Fashion Station, Depot and many others.
Pantaloon Retail was selected as the Best of Best Retailers in Asia by Retail
Asia-Pacific Top
500 magazine in 2006.Big Bazaar was awarded the CNBC-Awaaz Consumer
Awards in 2006
and the Readers' Digest Platinum Brand Award 2006.

MEGA MART:
Megamart, a pioneer in the apparel value-retail segment. is today the largest
value-retail company in India. Megamart offers customers complete value-
for-money through best of deals throughout the year. Megamart offers you
some of the top international and national brands all at fabulous deals.
Megamart today is present in over 45 cities across the country giving you a
guarantee of mega brands and mega savings.
Mega Mart is a private company categorized under Convenience Stores and
located in Duluth, GA. Current estimates show this company has an annual
revenue of $180,000

Findings and Analysis

Frequency to visit market for shopping

FREQUENCY PERCENT

DAILY 5 10.0

TWICE A WEEK 20 40.0

FORTNIGHTLY 11 23.0

MONTHLY 14 27.0

TOTAL 50 100.0

FINDING -Maximum people that are 40% like to visit market twice a week, 27
% of the people prefer to visit monthly, 23% of people visit fortnightly and very little
percentage that is 10% like to visit daily to the market

Like shopping during sales promotion offers

 FREQUENCY PERCENT

HIGHLY AGREE 12 24.0

AGREE 28 57.0

NOT SURE 8 15.0

DISAGREE 2 4.0

TOTAL 50 100.0

FINDING- Sales promotion is very effective tool to entice people for shopping
as great
number of people that is more than 50% agree that they like to shop during
various sales
promotions

Most attractive sales promotion offers

 FREQUENCY PERCENT

Discount sales 26 53.0

Buy 1 get 1 free 10 19.0

Free gifts 9 17.0

Exchange offers 3 6.0

Loyalty programe 1 2.0

Games and contests 1 3.0

Total 50 100.0

FINDING- Among the various sales promotions offered by the Big Bazaar
discount sales
is the most preferred sales promotion by the customers. Around more than
50%of the
people like to shop during discount sales.

Visit to Big Bazaar:

 Frequency Percent

Yes 40 80.0

No 9 19.0

cant't say 1 1.0

yotal 50 100.0

FINDING- Around 80% of people visit to Big Bazaar out of the 50 people
surveyed.

Frequency to visit Big Bazaar

 frequency percent

Weeky 7 14

fortnightly 5 11

monthly 20 40

sometimes 17 34

total 50 100

FINDING-Maximum people visit sometimes to big bazaar, that less than

monthly though

the difference between the people who visit monthly and who visit
sometimes is very

insignificant.
Visit to Vishal Mega Mart

frequency percent

Yes 35 70

no 10 19

other 5 11

total 50 100

FINDING- Around 70% of people visit to Vishal Mega Mart out of the 50
people

surveyed.
Frequency to visit Vishal Mega Mart

frequency percent

Weekly 7 14

fortnightly 8 16

monthly 16 32

sometimes 19 38

total 50 100

FINDING-Maximum people visit sometimes to Vishal Mega Mart, that less

than

monthly though the difference between the people who visit monthly and
who visit

sometimes is very insignificant.

Recall of biggest advertising campaign of Big Bazaar

frequency percent

Yes 14 28

no 35 70

can't say 1 2

total 50 100

FINDINGS- Among the 50 respondents 70% were not able to recall its
latest largest

advertising campaign ,which means that Big Bazaar is very weak at its
advertising ,it has

to increase its reach through all kinds of media not only during its sales
promotion

campaigns but also through out the year.

Recall of biggest advertising campaign of big bazaar

frequency percent

Yes 26 32.5

no 53 66.3

can't say 1 1.3

total 80 100

FINDING- Even out of people who visit Big Bazaar they were also not able to
recall its

latest advertising campaign so it implies that people visiting Big Bazaar are
due to other

reasons but not advertising

Recall of biggest advertising campaign of Vishal Mega Mart

frequency percent

Yes 30 60

no 19 38

can't say 1 2

total 50 100

FINDINGS- Among the 50 respondents 60% were able to recall its latest
largest

advertising campaign, which means that Big Bazaar is very Strong at its
advertising as

compared to Big Bazar.

Preference for shopping rank wise at big bazaar

frequency percent

Very poor 6 12

poor 5 10

average 8 16

good 11 22

very good 20 40

total 50 100

FINDING-Consumers prefer Big Bazaar for shopping; around 41% people rate
it as very

good for shopping.

Preference for shopping rank wise at Vishal Mega Mart

frequency percent

Very poor 5 10

poor 4 8

average 5 10

good 16 32

very good 20 40

total 50 100

FINDING-Consumers prefer Big Bazaar most for shopping; around 51%

people rate it as

very good for shopping which is more than that of big bazaar.
 RECOMMENDATIONS & LIMITATIONS

Recommendations

 Big Bazaar should increase its aisle area for more convenient shopping to
its
customers to compete with Vishal Mega Mart.

 It should improve its ambience as its closest competitors are having edge
over it on
this parameter.

 Big Bazaar should have more of cash counters so that people does not
have to stand
in long queue in order to get billing.

 Vishal Mega Mart should work on its advertising, though it is known for its
creative
 advertising but the message should reach to each of the target customer so
should use
more rigorous use of all types of media.

 It should change its Tagline which gives the same message but is still
easily
distinguishable, as most of its competitors are having almost similar tag
lines that
creates jargon for customer.

 It can convert shopping in to a great experience by playing some good

music.

 Big Bazaar has to improve its quality of products especially in apparels.

Limitations

 Time was the major constraint, which prevented me to put in more effort.

 Some people left few questions unanswered.

 Some of the respondents were not ready to fill the questionnaire.

 Not all the respondents were cooperative thus it was difficult to convince
them for
filling up the questionnaire.

 Some of the respondents might have got biased while filling up the
questionnaire.

We made my best efforts in conducting the research but might have lacked
somewhere
because of lack of expertise in conducting such survey based researches.
BIBLIOGRAPHY

WEB LINKS-

• http://www.media4exchange.com/

• http://www.wark.com/

• http://www.ibef.org/

• http://www.economicstimes.com/

• http://www.bigbazaar.com/

• http://www.etretailbiz.com/

• http://www.magportal.com/

• http://www.retailindustry.about.com/

• http://www.adpunch.com/

• http://www.hindubusinessline.com/

BOOKS REFERED-
 Belch. E. George and Belch. A. Michael, “Advertising and Promotion “Sixth
Edition,
Tata Mcgraw Hill.

 Kotler Philip,” Marketing management “Eleventh Edition, Pearson

Education.

 Beri G.C.,”Marketing Research” Third Edition, Tata Mcgraw Hill.

Questionnaires
Questionnaire on Advertising and Sales promotion of Big bazaar and Vishal
Mega
Mart.
Date-------------
Q. No. --------------
Centre-------------
Non -Users
Dear Sir /Madam
We are doing a brief survey to find the effect of Advertising and Sales
promotion on sales
of Big Bazaar and Vishal Mega Mart. We would be grateful if you spare few
minutes and
participate in it. Thank you for your cooperation.

1. How often do you visit market for shopping?

Daily Twice a week Fortnightly Monthly

2. You like to shop during various sales promotion offers –

Highly agree Agree Not sure Disagree Highly
Disagree

3. Which type of Sales promotion offers you find most attractive?

Discount sales
Buy 1 get 1 free
Free gifts
Exchange offers
Loyalty Program

Games and Contests

Others, Specify__________________________________

4. Do you visit Big Bazaar for shopping?

Yes No
If yes then how often?
Weekly Fortnightly Monthly Sometimes

5. Do you visit Vishal Mega Mart for shopping?

Yes No
If yes then how often?
Weekly Fortnightly Monthly Sometimes

6. What are the things that induce you for shopping in?
Rank according to preference on scale of 1 to 5 (1= Very Poor, 5= Very Good)

ATTRIBUTES Big Bazaar Mega Mart

LOW PRICE
SALES PROMOTION OFFERS
QUALITY IN AMBIENCE
INNOVATIVE ADVERTISING
ESSENCE OF INDIAN NESS
CONVINIENCE IN SHOPPING

7. Can you recall the biggest advertising campaign of Big Bazaar?

Yes No
If yes then specify _______________________________________

8. Can you recall the biggest advertising campaign of Vishal Mega Mart?
Yes No
If yes then specify _______________________________________

9. Given a choice for shopping, where would you like to go?

Rank according to preference on scale of 1 to 5 (1= Very Poor, 5= Very Good)
1. BIG BAZAAR
2. SPENCER
3. SUBHIKSHA
4. SALASAR
5. MEGA MART
10. What is combination of colors in logo of Big Bazaar?
• Red and White
• Blue and Green
• Orange and Blue
• Black and White

11. What is color in logo of Mega Mart?

• Red
• Blue
• Orange
• Black

12. Do you feel the same comfort while shopping in Big Bazaar/Vishal Mega
Mart even during the ‘MAHA SALE OFFERS’ also?
Yes No Not sure

13. What is the Tag line of Big Bazaar?

______________________________________

14. What is the Tag line of Vishal Mega Mart?

______________________________________

15. Can you suggest something that Big Bazaar or Vishal Mega Mart can do
to improve its services?
____________________________________________________________
___________________________________________________________

DEMOGRAPHICS

Name ______________________
Gender-
Male Female

Age Group-
16-25 Years 25-35 Years 35-above

Occupation –
Student Business Service Others

Income (per annum) –

Less than 2.5 Lakhs 2.5- 4.5 Lakhs More than 4.5 Lakhs