Table of Contents

CHAPTER 1.................................................................................................. 2
INTRODUCTION............................................................................................ 2
Introduction.............................................................................................. 2
Need of The Study.................................................................................... 2
Problem Statement.................................................................................. 2
Objective of the study.............................................................................. 2
Limitations................................................................................................ 2
Chapter 2.................................................................................................... 2
Review of literature..................................................................................... 2
Studying Customer Behavior In Retail Stores-William Applebaum............2
Promotion practices in the east and west 2, Aug, 2001 Kim shyan FAM
Department of marketing, City University of Hong Kong..........................2
CHAPTER-3.................................................................................................. 2
THEORETICAL STUDY................................................................................... 2
Advertising............................................................................................... 2
Sales Promotion........................................................................................ 2
Kinds of Sales Promotion.......................................................................2
INTRODUCTION TO THE SECTOR..............................................................2
Retail industry.......................................................................................... 2
HYPERMARKET.......................................................................................... 2
INTRODUCTION TO THE COMPANY...........................................................2
The Carrefour Group: A World Leader In Distribution...............................2
An international retailer........................................................................2
LULU Hyper market................................................................................... 2
Activity and Services............................................................................. 2
Sales promotion.................................................................................... 2
Chapter-4..................................................................................................... 2
Data analysis and interpretation.................................................................2
4.1: Age of Respondents..........................................................................2
4.2: Gender of Respondents:....................................................................2
4.3: Which store first comes to your mind when you think of purchasing
a product?................................................................................................ 2
4.4: How frequently do you visit a store?................................................2
4.5: Which stores advertisement is more powerful?................................2
 4.6: Main reason for coming to the store?................................................2
4.7: Are you aware of promotional activities conducted by store?...........2
4.8: Why did you visit Carrefour?.............................................................2
4.9: Which sections of the Lulu store do you like the most?.....................2
4.10: Are you happy with the location of store?......................................2
4.11: Would you like to make your purchase under unexpected offers?. 2
4.12: Are you happy with the parking facility provided?..........................2
CHAPTER-5.................................................................................................. 2
SUMMARY AND SUGGESTIONS.....................................................................2
FINDINGS.................................................................................................. 2
SUGGESTIONS.......................................................................................... 2
CONCLUSION............................................................................................ 2
Annexure..................................................................................................... 2
 CHAPTER 1
INTRODUCTION
Introduction
Advertising and promotion are an integral part of our social and
economic system. In our complex society, advertising has evolved
into a vital communication system for both consumers and
businesses. The ability of advertising and other promotional
methods to deliver carefully prepared messages to target audiences
has given them a major role in the marketing programs of most
organizations. Companies ranging from large multinational
corporations to small retailer increasingly rely on advertising and
promotion to help them market products and services. In market-
based economies, consumers have learned to rely on advertising
and other forms of promotion for information they can use in making
purchase decisions.
Promotion has been defined as the coordination of all seller initiated
efforts to set up channels of information and persuasion in order to
sell goods and services or promote an idea. While implicit
communication occurs through the various elements of the
marketing mix, most of an organizations communications with the
marketplace take place as part of a carefully planned and controlled
promotional program. The basic tools used to accomplish an
organizations communication objectives are often referred to as the
promotional mix.

Need of The Study

Ones a customer get inside the store he will find all kinds of
products available that may be Food item, Cosmetic,
Electronic, Garments, Furniture etc.
Because of these features it has a very good reputation in that
area and customers who are residing far away and in other
areas they also visit the store.
This department is responsible for the product arrangement at
the store with respect to their nature.
This department is responsible for the maintenance of the
systems of the stores.
Problem Statement
The main purpose of our research advertising and sales promotion
techniques used retail businesses in lulu Mall and Carrefour is to
get deep understanding of it. Is important and influential tool in
various business operations and, more recently realized that many
commercial companies and venture capitalists use advertising as a
way the first marketing and the most powerful of the various
products and services, the merchant is a successful trader who
devoted part of his companys budget each year for advertising, and
advertising includes all advertising media that come be used
whether visible or audible or read for them marketing of good and
products advertising or sales promotion is a media activities which
are indispensable for economic activities of industry, trade and
services and other economic activates as well as of institution and
charitable organization and non-profit and then without the an noun
cement of its efforts will not get community support material and
funding needed to sustain it in its work and the performance of its
mission.

Objective of the study

To test the awareness level among public with respect to
offers of lulu Mall and Carrefour
To assess the attractiveness of the offers to customers at
lulu Mall and Carrefour
To find out the competitive differences of lulu Mall and
Carrefour with other Retail competitors.
To test the effectiveness of the communication of the offers
to the consumers
Limitations
Limitation if tge study is the selection of the existing studies in
Oman. Owing to time limitation, we only searched a few number
of journals. This may leave some other prominent empirical
studies. Disciplinary nature of shoppers, it would be very
interesting to compare. This research is conducted on a sample
size, so it might be possible that the information given by such
respondents may not match with the replay of total customer
available in the store that time

Chapter 2
Review of literature
Studying Customer Behavior In Retail Stores-
William Applebaum

Studies of customer behavior in retail stores usually deal with

identification of customers and their buying behavior patterns. The
aim of such studies is to ascertain who buys where, what, when and
how. In addition, such studies endeavor to learn about customer
response to sales promotion devices. The results of these studies
are useful in the solution of an array of marketing problems.
Marketing research. It is safe to predict that interest in them will
increase greatly in the next decade. This paper summarizes the
writer's experience with such studies in grocery stores. However,
the principles and techniques discussed here are also applicable to
other types of retail stores.

Promotion practices in the east and west 2, Aug,

2001 Kim shyan FAM Department of marketing, City
University of Hong Kong.

His paper examines the linkage of cultural values with promotional

tool preferences. In particular, are there any differences in
promotional tool preferences and spending between retailers of two
national markets that have distinct cultural values? To undertake
this study, the author compared and contrasted the sales promotion
and mass media tools preferences and spending of Hong Kong and
New Zealand retailers. The findings indicate that the Hong Kong
retailers are more inclined to use the sales promotion tools relative
to New Zealand. The study concludes with reasons for the
differences in promotional tool preferences and the managerial
implications of this study.

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CHAPTER-3
THEORETICAL STUDY
 Introduction to the Advertising and Sales Promotion

Promotion refers to the activities to push forward or to advance an idea, in such a way
as to gain its approval and acceptance. Promotion is telling and selling. Product
planning, pricing and distribution are marketing activities that are performed mainly
within the company or between the company and its marketing partners. Sales are
the life-blood of business. Tough competition has increased the importance of sales
promotion efforts on the part of the producers. Thus, sales promotion means all the
steps that are taken for the purpose of increasing sales. Promotional activity in
marketing is basically an exercise in communication. Communication is very
essential.

For example, we have the best products with good package, fair price etc. The
products cannot be sold to consumers unless they know about it. People must know
that the right products are available at the right place and at the right price. This is the
job of promotion in marketing.

Forms of Promotion
Personal selling: It is the most important, the most effective and the most costly form
of promotion. It is the best means of oral or face-to-face or direct communication.
Personal presentation influences sales positively

Advertising: It is an impersonal method of communication as well as an impersonal

salesmanship for mass selling and it is a means of mass communication. Advertising
is also an important form of promotion and it costs less than personal selling.

Sales promotion: The marketing activities other than advertising, publicity and
personal selling are known as sales promotion. It serves as a bridge between selling
and advertising. It is an aggressive method of selling.

Publicity: It increases demand for a product or service or a business unit by making

publicity through radio, television or stage.

Public relation: It is a form of promotion. It creates, develops and maintains a good

image of an organization on the public. Thus the goodwill of the seller increases and it
leads to good selling and promotes the sale of goods. When there is heavy
competition, this method is very effective.

Point of purchase display: It is the silent salesperson that attracts the buyers
attention to the product and makes them decide to buy. Promotion at the point of
purchase is very effective. Proper display of products is done by manufacturers or
distributors. It varies widely. Automobile showroom with promotional literature and
pricing information helps the buyers to test the products. Display serves to examine
the product and make buying decision. With the combination of personal selling and
advertising, display gives the maximum effectiveness.

Direct mail: Newspaper advertisement reaches millions of people, while direct mail
is sent to the selected customers. It will attract the customers to buy the goods. It gives
information directly. It supports other forms of promotion. It helps the product
awareness or acceptance.

Other forms of promotion: Sampling is a form of special promotion. Sampling of

new food products, and other consumer products, especially sample medicines to
doctors is done to introduce the new products to the consumers. Giving coupons is
another form of promotion. Coupon offers a price reduction or raffle draws to increase
the sale of new (or even old) products.

Advertising
Todays business is of mass production and mass distribution. Similar products are
taken to the market by various producers. This involves tough competition among the
producers. Companies adopt various means to remain in the market. All businessmen
aim to make profit by increasing the sales. When we manufacture good quality
products or offer expert services, these must be known to the public. For this, mass
communication is needed as the population is large or the market area is wide. We can
adopt sales promotion and advertising as tools for marketing. In the present business
world, suitable publicity is done through advertising, which is adopted by almost all
types of companies. Therefore, advertisement is a method of publicity.
What is Advertising?

Advertising is the activity by which visual or oral messages are addressed to the
general public. Its purpose is to inform or influence them in order to increase the sales
of the advertiser. It is done with a view to sell the goods or services offered by the
advertiser. The success of advertising greatly depends upon effective advertising
programme.

Objectives of Advertising

Personal selling and other forms of promotion are supported by advertisement. It is

the main objective. The long term objectives of advertising are concerned with the
achievement of the companys over-all objectives. Some of these are as follows:

To do the entire selling job;

To introduce a new product;
To build brand preference;
To remind users to buy the product;
To meet competitors advertising;
To increase sales in off-season;
To introduce price deal;
To describe the assistance offered by the company;
To increase market share;
To convince people about the changes in prices;
To educate the buyers;
To announce the location of distributors, retailers etc;
To invite enquiries;
 To make special offers.

Functions of Advertising

Increasing the number of customers:

By increasing the customers and widening the market;

By developing brand loyalty;
By focusing the qualities of the product in a better way than other similar
products.

Increasing the consumption rate among the present customers:

By explaining the multiple use of the product;

By reminding the customers about the products;
By educating the public about the product, its uses, advantages etc.

Advantages of Advertising - Advertising helps in a number of marketing activities. It

is technique of sales promotion. Sales volume is increased by advertising. It helps and
supports the salesperson in selling the products.

Consumers knowledge about the product is increased by advertising. Advertising

helps the consumers to save their time in purchasing. It also helps the manufacturers
to sell their products. Hence quick selling is possible, which leads to more production
at less cost. Thus advertising is advantageous to the following groups of people

Advantages to community:

It increases employment opportunities.

It raises the standard of living of the people.
It has educative value.
It helps the media radio, television, newspaper etc to increase their
income.

Advertising Media

Media or medium is a means through which the advertising message is conveyed to

the consumers. The proper selection of the media, by which the message is to be
conveyed, must achieve the advertisers goals. Some or all of the following media
may be used by the manufacturers:

Indoor advertising:
 When advertising is done through this method so that people can get the
message at home it is known as indoor advertising. The following are the
kinds of indoor advertising:
Press newspaper, magazine
Radio
Television
Film
Text messages on mobile phones

Outdoor advertising:

Outdoor advertising passes the message to those people who are the moving audience.
Generally, almost all the people go out on some purpose or other office, walk, sight-
seeing, travel, park visit, shopping etc, and cant avoid looking at the advertisements.
Thus outdoor advertising has the best effect of advertising. Following are the various
types of outdoor advertising:

Posters
Advertising boards
Vehicles
Painted display
Travelling display
Electric display
Sky advertising
Sandwich-men (dressed in fancy clothes)
Handbills (leaflets)

Direct advertising:

The objective of direct advertising is to create a direct contact with the customers. The
advertiser can keep a close touch with the customers or the public who are supposed
to have interest in his product. He contacts them through mail advertising. It is a
common method. It is also known as direct mail advertising. It may be of the
following types:

Sales letters
Circulars
Booklets and catalogues
Folders
 Package inserts
Store publications

Promotional advertising:

The objective of promotional advertising is to increase the sales. This is also known
as display advertising. By this, we mean that the products are systematically kept in
a place so as to attract the attention of the people who walk that way. The following
are the important types:

Window display
Interior display
Showrooms
Exhibitions

Sales Promotion
Sales Promotion - Sales promotion methods aim to attract the customers and increase
the sales volume. They aim at creating demand. A manufacturer must make the
customers know about the product and he must influence them to buy that product.

Sales promotion is the connecting link between personal selling and advertising. It is
an important and specialized function of marketing.

Importance of Sales Promotion

In recent years, the importance of sales promotion has increased. This is due to the
changes in the marketing environment. It is also due to the thinking of new ideas for
creating a favorable condition for selling and promoting future sales. It is a part of
marketing strategy. For a new product or new brand, sales promotion is very
important. Sales promotion methods inform, remind or encourage the buyers at the
point of purchase. A good sales promotional programme will remove the consumers
dissatisfaction with respect to retail selling. Sales promotion increases as a result of
the growing use of self-service and other sales methods.

Objectives of Sales Promotion

To increase buying interest at the customers level;

To increase the sales efforts of dealers and sales personnel;
To attract new customers;
 To inform the public about the new product and its specialties, attraction
and advantages;
To get the major share of the market;
To create a good impression about the product;
To meet the competition of other companies;
To effect off-season sales to increase sales;
To encourage the demand by popularizing the products;
To establish and maintain communication with large markets;
To keep the memory about product alive;
To create additional talking points to sales personnel;
To create brand image;
To remove customers dissatisfaction;
To bridge the gap between advertising and personal selling.

Kinds of Sales Promotion

Sales promotion can be divided into three kinds:

Consumer sales promotion

Dealer sales promotion
Sales force promotion

Consumer sales promotion: Activities aimed at reaching the consumer at his home
or in his office may be called consumer sales promotion. It is aimed to inform or
educate the consumers and to encourage them to buy certain products. Consumer
sales promotion increases the use of the product by the consumers, and attracts new
customers. The following are the various sales promotion schemes at the consumers
level:

Sampling: Free samples are given to consumers to increase their interest in the
product. They are also given to introduce a new product and increase the market
share. It increases the sales volume when the product is a new one to the customers. It
is an effective method when the product is purchased often e.g. soaps, detergents, tea,
coffee etc. It is a method of demand creation. Sampling gives a chance to the
consumers to compare certain products with others. Samples may be delivered door to
door, sent by mail, picked up in a store, attached to another product etc. It is the most
effective way to introduce a new product

Coupons: Coupons are supplied along with a product. Coupons can be mailed,
enclosed in the packets or printed in the advertisements. The purpose is to attract the
customers and bring them to a particular shop to increase the sales of a particular
brand.

Demonstration: It is a promotional tool to attract the attention of customers. When

products are of a complex and technical nature, demonstration is necessary e.g.
computers, software, field machinery etc. Demonstration is also done in front of
customers for goods such as mixer, grinder, in retail shops etc.

Contests: These are conducted to attract new customers or to introduce new products.
The consumers are asked to state in a few words why they prefer a particular product.
To participate in the contest, the consumers must purchase a product and submit the

evidence (a label of package or a card attached to the product) with the entry form for
the contest. Consumers skill and their ideas are tested and the prize is given to the
best entry. It encourages sales at the retail level.

Money refund offers: If the purchaser is not satisfied with the product, a part or all
of the purchasers money will be refunded. It is stated on the package. It will create
new users and strengthen brand loyalty. Sometimes, the money will be refunded if 10
top covers or empty bottles or packages are sent back to the manufacturer.

Premium offer: It is a temporary price reduction which encourages the buyers.

Products are offered at a reduced price to encourage purchasing. It is offered to
consumers mainly for consumer goods like soap, brush, toothpaste, washing powder,
soft drinks, milk cartons etc. For example, when the customer buys two pieces of
soap, a soap box is given free. The soap box is the premium. In certain cases, the price
is reduced. The reduced price is the premium.

Price off offer: It encourages sales during the period when the sales are quite low. It
gives a temporary discount to the consumers i.e. goods are offered at a price less than
the printed price. For example, fans may be sold at reduced price during winter,

Consumer raffle draw: Retailers give tickets or coupons to the customers on the
purchase of goods for a certain amount. At the specified time, lots will be drawn, and
the prizes given.
Free trial: Customers are invited to try the product without cost, in the hope that they
will buy the product. Thus buyers are encouraged by free trial to create interest in
purchase.

Dealer sales promotion: Manufacturers use a number of techniques to get the

cooperation of wholesalers, retailers or the middlemen. These activities, which
increase the interest of dealers and distributors, are called dealer or distributor sales
promotion. It is the middlemen who are important for the fast movement of products.
Following are the dealer promotion methods:

Buying allowance: It is an offer of money off or temporary reduction to dealers for

purchasing during a particular period of time. It is a very effective method to
introduce new products in the market. It encourages the dealers to buy a quantity that
they will

not buy in normal time. This buying allowance gives the dealers immediate profit.

Merchandise allowance: An advertising allowance is given to the dealers for

advertising the features of the manufacturers product. A display allowance is given to
them for arranging special displays of the product. After verifying the promotional
activities of the dealer, the manufacturers will give a certain amount of money for
promotional activities. They hope that additional efforts will be made to increase the
sales at retail level. Some manufacturers, as an encouragement, offer additional
quantities of merchandise. This technique is known as merchandise deal.

Price deals: Apart from the regular discount, special discounts are also offered to the
dealers for a specified quantity of purchase. This special discount is over and above
the regular discount.

Push money or premium: Manufacturers may offer push money. It is a payment in

cash or gifts to dealers or to their sales force to push the manufacturers product. To
push his brand, the manufacturer will offer free specialty items that carry the
companys name, such as pens, pencils, calendars, memo pads etc.

Cooperative advertising: Dealers spend money on advertising manufacturers

product with the consent of the manufacturer. The dealer can claim an allowance by
giving the proof of the advertisement. This is an indirect advertising for the
manufacturer. It will increase the sales of the manufacturers product. But it is a
burden on the manufacturers budget.

Dealer sales contests: This is an indirect way of increasing the sales. This type of
contest is conducted at the level of retailers and wholesalers. This is in the form of
window display, store display, sales volume etc. Prize is awarded for outstanding
achievement. This method is aimed at encouraging distributors, dealers, sales staff etc.

Dealers listed promotion: Listing dealer is an advertisement. It gives a list of

dealers or retailers who stock the product or who are engaged in its promotion. The
consumer can buy the product from anyone of the listed dealers. This method
encourages the dealers to stock the products, and the consumers are encouraged to
buy the products from the listed dealers.

Dealers gift: Manufacturers give attractive and useful articles to dealers against their
order. The articles may be mobile phone, radio, television, clock, watch etc.
Sometimes manufacturers offer free family holiday tours to dealers who place more
orders.

Point of purchase: This plays the role of the silent salesperson. The competition
among the retailers encourages point of purchase advertising, which is an important
method for sales promotion. It is generally at the retailers shop. Floor displays,
overhead signs, wall signs, posters etc are examples of point of purchase method.
Retailers adopt this method to draw the attention of customers. This method is
suitable for consumer goods as well as industrial goods.

Sales force promotion: As dealer and consumer promotion, the sales force promotion
also is a necessary one. The activities of sales force must be encouraged. The role of a
salesperson is very important. The idea of sales force promotion is to make the
salespersons effort more effective. The methods for sales force promotion are:

- Bonus to sales force: The manufacturer sets a target of sales for a year. If the sales
force sells the products above the targeted sales, bonus is offered to them. This is an
encouragement given to the sales personnel to sell more products.

- Sales force contests: To increase the interest and efforts of sales force over a
specified time, these contests are announced. Prizes are given to the sales personnel
who secure the maximum sales in sales contests. Thus it encourages the sales force to
sell more products.

- Sales force meetings and conferences: The idea behind these is to educate, inspire
and reward sales personnel. Encouragement is given to them during the discussions.
New selling techniques are desc ribed to them and discussed in the conference.

INTRODUCTION TO THE SECTOR

Retail industry
There are two basic forms of retailers: wholesale and specialty.
Wholesale retailers, also known as "big box" retailers or department
stores, are companies like Carrefour, Wal-Mart and Target that sell a
wide variety of items at discounted prices. Specialty retailers offer a
limited scope of products in order to serve a smaller market more
effectively, such as consumer electronics retailers like Best Buy or
office supply retailers such as Staples. The majority of the revenue
in the retail industry is generated by companies that run retail
"chains". The biggest retailer in the world is Wal-Mart, which
generated over $344 billion in revenue in its last fiscal year.
Off-Price Retailers: Off-price retailers purchase retail merchandise
directly from suppliers, taking advantage of manufacture over runs
and cancelled orders to acquire retail goods at an opportunistic
discount. They also utilize "packaway", items purchased at discount
at the end of a season, then held in inventory until the next
appropriate season for sale. The off-price retail sector as a whole is
growing faster than most other retail segments, with a CAGR greater
than 10% over the past five years, well above the 4% average
annual growth rate for apparel retail. Each country has a retailer
that is its biggest and best, and when comparing the biggest and
best retail chains from each company, the Global Powers of Retailing
list emerges. From the 13th annual Global Powers of Retailing
report compiled by Deloitte Touche Tohmatsu and STORES
Magazine, this is the list of the retailers who are leading the way for
the retail industry in each of their 32 homelands. The Global
Powers of Retailing list ranks global retailers according to total
revenue. In 2010 the list reflects the revenue that was generated in
2009, which was the early part of an intense global retailing
recession. Despite that, the changes from the last Global Powers list
are surprisingly not all that dramatic. Most of the worlds largest
retailers positioned in the top half of the list moved very little in
their rankings, if at all. Wal-Mart is still, by far, the largest retailer in
the world. Frances Carrefour is still #2. Germanys Metro AG
overtook the United Kingdoms Tesco chain and claimed the #3
position on the list. The top retailers in the top countries managed
to maintain relative stability on the global retailing stage. There
were a few big notable shifts in the worlds largest retailers,
however. Norway and Lithuania became global powers of retailing,
joining this years list at #88 and #221, respectively. Iceland fell off
the list completely after its Baugur Group became a recession
casualty.

Russia fell from the #15 position to the #107 position, the largest
drop for any one country. Chinas ranking fell from #63 to #90, and
a new largest retailer emerged in that country. Spain, Finland, Chile,
South Korea, and Brazil also had new retail companies assume the
position of being their countrys largest retailer.

Product Cycles: One of the most influential growth factors for

retailers is product cycles. In many cases, newly innovated products
(such as new flat-panel TVs or an updated line of iPods are released
with high prices to maximize profits early on. Competition between
consumer retailers and increased supply from manufacturers drive
down prices over time until each retailer makes little profit by the
end of a product's life cycle. How quickly product cycles mature
drives the profit a retailer makes. There are many product cycles co-
occurring at any given point in time, and these product cycles vary
between retail industry sub-sectors; for example, an important
product cycle in consumer electronics retail currently is flat panel
HDTVs).

Credit Crunch: The 2007 credit market squeeze caused by

the subprime lending crisis has hurt consumer confidence which has
begun to make significant negative impacts on retail sales. A range
of retailers such as Target, Office Depot, Dick's Sporting Goods, J.
Crew Group (JCG), and Ann Taylor Stores (ANN) have reported falling
same store sales and challenging selling environments due to the
economy's struggles. Also, trouble in the US housing market has
intensified due to the credit crunch. Downturns in the housing
market hurt retailers like Home Depot and Lowe's directly, but also
hurts consumer electronics retailers like Best Buy and Circuit
City because consumers who have recently purchased a home are
more often to purchase new home theater and entertainment
products to complement their new residence.

Importance of Retail Sales: The Retail Sales report is an important

leading indicator because it gives us a glimpse into what the
upcoming quarterly Gross Domestic Product (GDP) numbera
number that gives an idea of how fast the economy is growing or
shrinkingmight look like. Consumers make up approximately 70
percent of the United States' GDP. So if consumers are out there
spending their money, GDP will probably show that the economy is
growing, and vice versa.

HYPERMARKET
Hypermarket is a superstore which combines a supermarket and
a department store. The result is a very large retail facility which
carries an enormous range of products under one roof, including full
lines of groceries and general merchandise. In theory, hypermarkets
allow customers to satisfy all their routine shopping needs in one
trip.
Hypermarkets, like other big-box stores, typically have business
models focusing on high-volume, low-margin sales. Because of their
large footprints a typical Wal-Mart Supercenter covers anywhere
from 150,000 square feet (14,000 m2) to 235,000 square feet
(21,800 m2), and a typical Carrefour covers 210,000 square feet
(20,000 m2) and the need for many shoppers to carry large
quantities of goods, many hypermarkets choose suburban or out-of-
town locations that are easily accessible by automobile.

INTRODUCTION TO THE COMPANY

The Carrefour Group: A World Leader In Distribution
Carrefour means "crossroads" in French. The group was created by
Marcel Fournier, Denis Defforey and Jacques Defforey. Carrefour S.A.
(Euronext: CA) (French pronunciation: [kafu]) is a French
international hypermarket chain. Headquartered in Levallois-Perret,
France, Carrefour is the largest hypermarket chain in the world in
terms of size, the second largest retail group in the world in terms of
revenue and third largest in profit after Wal-Mart and Tesco.
Carrefour opened its first supermarket in Annecy, Haute-Savoie,
France in 1960. Over the past 40 years, the Carrefour group has
grown to become one of the worlds leading distribution groups. The
worlds second-largest retailer and the largest in Europe, the group
currently operates four main grocery store formats: hypermarkets,
supermarkets, hard discount and convenience stores. The Carrefour
group currently has over 15,500 stores, either company-operated or
franchises. In 1999 it merged with Promods, known as Continent,
one of its major competitors in the French market. In April 1976,
Carrefour launched a private label Produits libres (free products --
libre meaning free in the sense of liberty as opposed to gratis) line
of fifty foodstuffs, including oil, biscuits (crackers and cookies), milk,
and pasta, sold in unbranded white packages at substantially lower
prices.

An international retailer

A pioneering entrant in countries such as Brazil (1975) and China

(1995), the group currently operates in three major markets:
Europe, Latin America and Asia. With a presence in 34 countries,
over 57% of group turnover derives from outside France. The group
sees strong potential for further international growth in the future,
particularly in such large national markets as China, Brazil,
Indonesia, Poland and Turkey.

LULU Hyper market

Lulu Hypermarket is a department store chain and retail enterprise
founded in the year 2000 as the part of Lulu Group International.
The head office of Lulu Group International is located in Abu Dhabi,
UAE and currently is managed by Mr. M. A. Yousuf Ali.
As of the 2013, Lulu Hypermarket is one of the world's fastest
growing retail chains the with 35 hypermarkets and over 105 outlets
and supermarkets in the Cooperation Council for the Arab States of
the Gulf (GCC) running with over 30,000 employees. Currently there
are 7 Lulu hypermarkets operating in the Sultanate of Oman and by
the end of the year 2014 the largest Lulu will be opened in Muscat
as the expansion to its Bauwsher Branch.
Activity and Services

The major aim and activity of Lulu Hypermarkets is to provide goods

and services carrying a wide retail facility including full groceries
lines such as fruits, vegetables, meat, poultry, spices, dairy products
and the other general merchandise such as accessories, clothing,
optics, tools, and households in addition to the pharmacies, money
exchange and fast foods. These provided services allow the
customers to fulfill all their daily shopping needs in one purchase.
Competitors in the Market
Lulu Hypermarket has established a successful retail network in the
GCC region with a complete goods sourcing, reasonable price and
convenient shopping to the customers which all resulted to provide
competitive services along with its main competitors in the market
such as Carrefour, Spinies, Al Fair, Mars, Saffeer and Sultan Center.

Sales promotion

Sales promotions have become the usual concept of promoting the

products in the market. Lulu hypermarket sales promotions are
different from all the other competitors in the market. The
promotions include not only the product awareness and giving
publicity it also involves audience participation. Various sales
promotions like 50% discount sales and half pay back are the most
popular sales promotions at luluHypermarket.
There are offers on the withdrawal of numerous awards. The most
important and biggest prize is dream car.
Lulu products on Demand
Lulu products have also launched in the markets to compete with
other brand products in the market. The brand name Lulu has
occupied the space in many products.
When marketing department has to execute its objectives
completely there will be other departments associated and linked to
it also. For achieving the target of the marketing department, it has
to coincide with:
 Chapter-4
Data analysis and interpretation
Introduction
I distribution questionnaire to 20 Omani people, than I used
percentages to analyze my data to be more clear and specific.

4.1: Age of Respondents

(65%) of the respondent's age group was the age group under 25
years,(10%) was the age group of over years and(25%) was the age
group between (25-40)years.
 Age
under 25 year 25-40 years over 40 years

10%

25%

65%

4.2: Gender of Respondents:

From the analysis that I have gathered that (55%) of the
respondents wear Female and (45%) of the respondents wear Male.
 Gender

Male
Female
45%
55%

4.3: Which store first comes to your mind when you

think of purchasing a product?

This chart illustrates frequency of which store first comes to your

mind when you think of purchasing a product a vast majority of the
respondent (40%) they said Carrefour ,(35%) they said lulu and
(25%) of respondent said both.

Awareness
Carrefour LuLu Both None

25%
35%

40%

4.4: How frequently do you visit a store?

Majority of the respondent (45%) visit a store in monthly , (35%) in
weekly and (10%) in daily and yearly.
 Awareness
Daily Weekly Monthly Yealy

10% 10%

35%
45%

4.5: Which stores advertisement is more powerful?

This chart illustrates frequency of which stores advertisement is
more powerful a vast majority of the respondent said Carrefour in
the rate of (55%) and (45%) said lulu.

Awareness
Carrefour LuLu

45%
55%
4.6: Main reason for coming to the store?
Looking at the graph significant number of people said the reason
for coming to the store is discount in the rate of (50%) and saving of
time in the rate of (35%).

Awareness
Value for money Disconut
saving of time wide prodect range available
Brand consiousness

5% 5% 5%

35% 50%

4.7: Are you aware of promotional activities

conducted by store?
This chart illustrates frequency of promotional activities conducted
by store a vast majority of the respondent (75%) they said yes and
(25%) of respondent said No.
 Awareness
Yes No

25%

75%

4.8: Why did you visit Carrefour?

This chart illustrates why Carrefour called Carrefour a vast majority
of the respondent (65%) they said widst range of product and (35%)
of the varieties of different brand.

Awareness
Widst range of product Varieties of different brand

35%

65%
4.9: Which sections of the Lulu store do you like the
most?
Looking at the graph significant number of people said which
sections of the Lulu store do you like the most (55%) said food mart
and (25%) said kids.

Awareness
Food mart Household Kids Jewel mart

10%

25%
55%

10%

4.10: Are you happy with the location of store?

This chart illustrates frequency of Are you happy with the location of
store a vast majority of the respondent (55%) they said Yes and
(45%) of respondent said No.
 Awareness
Yes No

45%
55%

4.11: Would you like to make your purchase under

unexpected offers?
This chart illustrates frequency of would you like to make your
purchase under unexpected offers a vast majority of the respondent
(60%) they said Yes and (40%) of respondent said No.

Awareness
Yes No

40%

60%
4.12: Are you happy with the parking facility
provided?
This chart illustrates frequency of Are you happy with the parking
facility provided a vast majority of the respondent (75%) they said
Yes and (25%) of respondent said No.

Awareness
Yes No

25%

75%

CHAPTER-5
SUMMARY AND SUGGESTIONS
FINDINGS
Majority (84%) of the customers surveyed were aware of the
Promotional offers at Carrefour

Newspaper was the most effective mode for communication,

followed by hoardings and TV advertisements.

Promotional offers are noticed and heard by the customers

during their shopping

65% of the customers visit carrefour once in a week, either on

Wednesdays or week ends, followed by customers visiting once
in a month and as-and-when required.
 26% strongly agree, 40% agree, 22% neither agree nor disagree
and remaining customers disagree

Customers preferred clothing followed by groceries, electronic

items and furnitures

49% of the customers availed free offers 36% availed Discount

offers.

Majority (87%) of customers did communicate benefits of

promotional offers to their friends and relatives.

86% of customers find price better compared to other retail

stores.

Customers found Quality at carrefour good as compared to other

retail stores.

Customers feel product range good at carrefour.

Promotional offers are good compared to other retail stores as

per the customers.

SUGGESTIONS
16% of the surveyed customers were not aware of
promotional offers, so the Company should ensure that
maximum customers know about promotional offers visiting
carrefour and there should make aware of offers to general
public.

34% of the customers are not attracted to promotional offers

because of short range of electronic items and some doubt
 the quality of the products on which promotional offers are
declared. The Company should take note of this.

Some customers are disappointed because of short period of

promotional offers as they visit carrefour after the offer period
is over. Such customers should be convinced that similar
offers would be declared soon.

The duration of the discount offers must be increased, so that

more number of customers can avail the benefit.

Most of the customers prefer clothing (50%) and groceries

(32%) , the Company has to attract the customers towards
and electronic items and furnitures

The promotional offers on Wednesdays can also be extended

to Tuesdays and Sundays so that more number of customers
will get benefit of the offers and thus sales increase.

The employees of carrefour should be discouraged to take the

benefit of offers which are meant for customers.

CONCLUSION

Carrefour& Lulu are a major shopping complex for todays

customers. It is a place where customers find variety of products at
a reasonable price. Carrefour& Lulu has a good reputation of itself in
the market. It has positioned itself in the market as a discounted
store. It holds a huge customer base. The majority of customers
belong to middle class family. The youth generation also likes
shopping and moving around Carrefour& Lulu. Volume sales always
take place in Carrefour& Lulu. Impulse buying behavior of customers
comes in to play most of the times in Carrefour& Lulu.

Carrefour& Lulu is a hypermarket as it provides various kinds of

goods like apparels, grocery, stationary, food items, electronic
items, leather items, watches, jewellery, crockery, decorative items,
sport items, chocolates and many more. It competes with all the
specialty stores of different products which provide goods at a
discounted rate all through out the year. It holds a large customer
base and it seemed from the study that the customers are quite
satisfied with Carrefour& Lulu. As of now there are 34 Carrefour&
Lulus in different cities of Oman, it seems that there is a vast growth
of Carrefour& Lulu lying as customers demand; increasing for
Carrefour& Lulus. It has emerged as a hub of shopping specially for
middle class people
 Annexure
QUESTIONS
1) Which store first comes to your mind when you think of purchasing a product?
a) Carrefour b) Lulu
c) Both* d) None
*Kindly tick out/rank both columns from question 5 to 9.
2) How frequently do you visit a store?
a) Daily b) Weekly
c) Monthly d d) Yearly
3) Which stores advertisement is more powerful?
a) Carrefour b) D Lulu
4) How much do you spend as monthly expense while shopping?
a) Below 1000 b) 1000-2000
c) 2000-5000 d) More than 5000
5) Which offer do you like the most? {Please give rank}
Carrefour LuLu
a) Buy-1 get-1 free [ ] a) Buy-1 get-1 free [ ]
b) Gift voucher [ ] b) Gift voucher [ ]
c) Future card(5% Discount) [ ] c) Future card(5% Discount) [ ]
d) Other_____________________________ d)
Other_____________________________

6) To purchase, what kind of services you go to the store? {Please give

rank}
Carrefour LuLu
a) Food [ ] a) Food [ ]
b) Clothe [ ] b) Clothe [ ]
c) Accessories [ ] c) Accessories [ ]
d) Stationary [ ] d) Stationary [ ]
e) Other_____________________ e) Other_____________________

7) Rank the factor that attracted Please choose from below the factor which attracted
you most while purchasing. {give rank}
Carrefour LuLu
a) Offer [ ] a) Offer [ ]
b) Service [ ] b) Service [ ]
c) Quality [ ] c) Quality [ ]
d) Availability of products [ ] d) Availability of products [ ]
e) Other_____________________ e) Other_____________________
8) From which source did you come to know about outlet? {Please
tick out}

Carrefour LuLu
a) T. V. [ ] a) T. V. [ ]
b) Hoardings [ ] b) Hoardings [ ]
c) Bus paintings [ ] c) Bus paintings [ ]
d) News paper [ ] d) News paper [ ]
e) Other_____________________ e) Other_____________________

9) How would you choose the product from the store? {Please give
rank}
Carrefour LuLu
a) Advertisement [ ] a) Advertisement [ ]
b) Reference [ ] b) Reference [ ]
c) Experience [ ] c) Experience [ ]
d) Quality [ ] d) Quality [ ]
e) Quantity [ ] e) Quantity [ ]
f) Service [ ] f) Service [ ]

10) Main reason for coming to the store? {Give only first 5
rank}
a) Value for money
b) Discount
c) Saving of time
d) Wide product range available
e) Brand consciousness
f) Other_______________________
11) The advertisement effect your shopping behaviour?

a) Yes b) No

12) Are you agree with the tagline of Carrefour Isse Sasta Aur Acha Kahin
Nahin?
a) Yes b) No
13) Are you agree with the tagline of LuLu Daily Discounts, Daily Savings!?
a) Yes b) No
14) Why Carrefour called Carrefour?
a) Widest range of products
 b) Varieties of different brand
c) Other_______________________

15) Which section of the LuLu store do you like the most?
a) Food Mart b) b)Household
c) Kids d) Jewel mart
16) How much distance do you have the store?
a) 0-5 km b) 5-10 km
c) 10-15 km d) More than 15 km
17) Are you aware of promotional activities conducted by store?
a) Yes b) b) No
18) Are you happy with the location of store?
a) Yes b) No
19) Do your purchase pattern changes, looking at the promotions?
a) Yes if yes, _______________
b) No
20) Would you like to make your purchase under unexpected offers?
a) Yes b) No
21) Are you satisfied with service provided by store?
a) Yes b) No
22) Are you happy with the parking facility provided?
a) Yes b) No
23) Any valuable suggestion?

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