ANALYSING EFFECTIVENESS OF POINT OF PURCHASE DISPLAY

ON CONSUMER PURCHASES IN BIGBAZAAR, HEBBAL

Dissertation Synopsis submitted

To

BANGALORE UNIVERSITY

By

Sachin Chandru Devadiga

Register Number: 161GCMD114

Under the guidance of

Dr. Noor Firdoos Jahan

Professor

RV INSTITUTE OF MANAGEMENT
CA-17, 36th Cross, 26th Main, 4th ‘T’ Block,
Jayanagar, Bangalore-560041

2018
TITLE OF THE STUDY

“Analysing the effectiveness of point of purchase display on consumer purchases in Big

Bazaar, Hebbal”

INTRODUCTION

Point of Purchase is a place where sales are made. It will be the area surrounding the counter
where customers pay. The retail point of purchase represents the time and place at which all
the elements of the sale the consumer, the money, and the product come together. It can in a
mall, market or city. By using various communications vehicles, including displays, packaging,
sales promotions, in-store advertising, and salespeople, at the point of purchase (POP), the
marketer hopes to influence the consumer’s buying decision.

Creating an effective retail display is vital for the success of any retail outlet. A display acts as
a sales associate that constantly tries to sell products to its customers and this thrust on in store
displays originates from one of the most unique feature of retailing that is purchase without
intention or Impulse Purchase.

Big Bazaar is a chain of Hypermarkets in India, with more than 110 stores in operation. It is a
subsidiary of future group of venture Ltd and follows the business model of US-based Wal-
Mart. Big Bazaar has an official website, FutureBazaar.com, which is one of the most favorite
sites among people of India for online shopping. And which sells an assortment of products
such as fashion, which includes merchandise for men and women, mobile accessories, mobile
handsets and electronics like home theatres, video cameras, digital camera, LCD TVs, kitchen
appliances and many more.

Big Bazaar Hebbal, is one of the branch of Future group venture ltd. This branch is using
various strategies to attract the more number of customers, POPs is one among them. So this
study is undertaken to know how it influences on customers of Big Bazaar and their buying
decisions and analyzing the effectiveness of point of purchase display on consumer purchases
in Big Bazaar, Hebbal”

Page 1
REVIEW OF LITERATURE

Title of the Author Year Name of the Findings

Paper Journal
Analysing Shruti 2012 Journal of  Package deals are more attractive
Effectiveness of Mitra Supply Chain to the customers.
L.C.D and Management  Price is the most significant factor
P.O.P Display Systems in POP purchase as indicated by
on Consumer the sample
Purchases in a  The services available in the malls
Retail Store also shows significant
consumption through LCD
display.
The Dr. A. 2015 International  The customers not novice in shop
effectiveness of Jesu Journal of branding they are expertise
point of Kulandair Technical through various samples and
purchase aj Research and tryouts and come to conclusion of
displays in the Applications one brand.
buying behavior  . Customer seeks knowledge of
on consumers the product through Media and
advertisement of the respective
product.
 Customers are said to be more
attracted to be in discount offers
and second most to the attractive
displays
Better John 2015 Harvard  Appropriate packaging, of
Marketing at Quelch Business course, attracts attention at the
the Point of Review point of purchase
Purchase Kristina  Manufacturers are increasingly
Cannon- using consumer promotions to
Bonventre make shopping exciting. These

Page 2
Better include premiums, coupons,
Marketing at the samples, and refund offers in or
point of on product packages to help them
purchase stand out and break through the
visual clutter at the point of
purchase
 POP expenditures are of
increasing significance to
marketers for three reasons.
First, they often prove more
productive than advertising and
promotion expenditures. Second,
the decline in sales support at the
store level is stimulating interest
among retailers in
manufacturers’ POP programs.
Third, changes in consumers’
shopping patterns and
expectations, along with an
upsurge in impulse buying, mean
that the point of purchase is
playing a more important role in
consumers’ decision making
than ever before.
Point-of-  Charles S. 2009 Journal of  The effect of POP displays on
purchase Areni the Academy product organization and within-
displays,  Dale F. D of Marketing category brand sales was initially
product uhan Science examined via a test market in a
organization,  Pamela Ki major city in the southwest
and brand ecker United States. A producer
purchase cooperative of wineries used
likelihoods special POP displays as part of a
major promotional effort

Page 3
 Point of Written by 2016 Path to  POP displays are perfect for
purchase trend the purchase displaying seasonal products,
survey Institute in institute sale products or even new
collaborati product launches
on with
Menasa

NEED FOR THE STUDY

The study is conducted so as to understand weather Point of Purchase displays techniques used
by Big Bazaar, Hebbal is influencing consumer purchase decisions. As most of the customers
make purchase decision in the shop itself, it is important for the retailers to take care of POP
display. Big Bazaar is spending a lot of resources to manage POP in the unit. This study will
help Big Bazaar in understanding and improving Point of Purchase displays techniques used
by them.

STATEMENT OF THE PROBLEM

Big Bazaar, Hebbal is incurring high cost on Point of Purchase display. Which is significant to
big bazaar for three reasons. First, they often prove more productive than advertising and
promotion expenditures. Second, the decline in sales support at the store level is stimulating
interest among retailers in manufacturers’ POP programs. Third, changes in consumers’
shopping patterns and expectations, along with an upsurge in impulse buying, mean that the
point of purchase is playing a more important role in consumers’ decision making than ever
before. For these three major reason this study is conducted to Analyse the effectiveness of
point of purchase display on consumer purchases in Big Bazaar, Hebbal

OBJECTIVES OF THE STUDY

 To study point of purchase practices of Big Bazaar Hebbal

 To analyze the effectiveness of point of purchase in consumer purchase at Big Bazaar

 To find out the indicators which make customer buy.

 To suggest methods to big bazar to improve its point of purchase display

Page 4
SCOPE OF THE STUDY

The scope of the study covers point of purchase of Big Bazaar Hebbal only and other
promotional aspects used by store are not covered.

RESEARCH METHODOLOGY

The project requires the information to be collected through questionnaire with the customers
in Big Bazaar. The data collection and analysis will be descriptive for the study. The data will
be collected for both primary and secondary sources

DATA COLLECTION

Sources of Data

 Primary data: The Primary data has been collected by using survey method through
structured questionnaire

 Secondary Data; the secondary data is collected through books, reports, newspaper
and references as indicated.

Sampling

Sampling technique: The non-probability sampling techniques that is conveniences sampling

technique will be used.

Sample Unit: Customers of Big Bazaar at Hebbal

Sampling Size: Sample size consists of 200 respondents

 Tools for data collection

Direct interaction with the customers and through questionnaire.

PLAN OF ANLYSIS

The data will be tabulated. Simple percentages technique will be used for calculation to analyze
the data and represented through graphs and chart.

Page 5
LIMITATIONS OF THE STUDY

 The other branches of Big Bazaar are not covered.

 The other tools of promotional strategies are not covered.

CHAPTER SCHEME

Chapter 1: Introduction

Chapter 2: Review Literature and Research design

Chapter 3: Profile of the organization and Respondents

Chapter 4: Data analysis and Interpretation

Chapter 5: Summary of Findings, Conclusion and suggestions

Chapter 6: Annexure

 Questionnaire

 Bibliography

Page 6
REFERENCES

Journals

Journal of Supply Chain Management Systems

International Journal of Technical Research and Applications

Harvard Business Review

Journal of the Academy of Marketing Science

Websites

www.shopify.com

www.researchgate.net

Guide Signature Student Signature

Dr. Noor Firdoos Jahan Sachin Devadiga

Professor, RVIM 161GCMD114