SUMMER INTERNSHIP PROJECT

REPORT ON
HOW ADVERTISING AND SALES PROMOTION TECHNIQUES AFFECT TO THE
CUSTOMERS
AT

A Project report submitted for Partial fulfilment of requirement

For the degree of
MASTERS OF BUSINESS ADMINISTRATION
(2018-2020)

SUBMITTED BY: VIVEK PRAJAPATI GUIEDED BY: Mr. SANDIP PRASAD

ROLL NO: 56 (MARKETING MANAGER)

M.S. PATEL INSTITUTES OF MANAGEMENT

M.S. UNIVERESITY
Faculty of Management Studies, Baroda
 DECLARATION

I, Vivek Prajapati, hereby declare that the report for Summer Internship
Project entitled “HOW ADVERTISING AND SALES PROMOTION TECHNIQUES AFFECT
TO THE CUSTOMER in Vadodara City(Inorbit Mall)” is a result of my own work and
my indebtedness to other work publications, references, if any, have been duly
acknowledged.

Place: Vadodara
Date: 11 July 2019 (Vivek Prajapati)

3
 PREFACE

I received my training at Big Bazaar, Vadodara as a requirement of the MBA

curriculum. This training has provided me a clear insight of the application of
theoretical knowledge into practical scenario. To target the customers, it is
imperative to understand their mind set and preferences. With the help of this
study analyse consumer perception and checkout experience at Big Bazaar.

The research topic is study of HOW ADVERTISING AND SALES PROMOTION

TECHNIQUES AFFECT TO THE CUSTOMERS at Big Bazaar in Vadodara city. From 6th
may 2019 to 6th July 2019 the research has been conducted.

Firstly, Macro analysis of Retail industry has been analysed with help of
Global level, national level, state level, PESTEL analysis. Secondly, micro analysis
related to company, its organizational structure has been done. Detail literature
review has been done to know the how advertising and sales promotion techniques
affect to the customers at Big Bazaar.

4
 ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, who directly or indirectly

contributed in the development of this work and who influenced my thinking,
behaviour and acts during the course of study.
First of all I am thankful to BIG BAZAAR. Where I got the opportunity to undertaken
the project.
I am also thankful to Ms. Sakshi Banduni, HR and Mr. Sandeep Prasad, Marketing
Manager of BIG BAZAAR, INORBIT MALL for their support, cooperation and
motivation provided to me during the training, for constant inspiration, presence.

I am highly obliged to the staff members of BB, for the valuable information
provided by them pertaining to their respective fields. I am also grateful for their
cooperation during the period of my internship.

Lastly, I would like to thank the almighty and my parents for their moral support
and my friends with whom I shared my day-to-day experience and received lots of
suggestions that improved my quality of work.

5
 EXECUTIVE SUMMARY

Big Bazaar is a chain of hypermarket in India, which caters to every family’s

needs and requirements. This retail store is a subsidiary of Future group, and is an
answer to the United States’ Wal-Mart. Big Bazaar has released the doors for the
fashion world, general merchandise like sports goods, cutlery, crockery, utensils,
and home furnishings etc. at best economical prices.
A marketing project has been undertaken to know HOW ADVERTISING AND
SALES PROMOTION TECHNIQUES AFFECT TO THE CUSTOMERS at Big Bazaar. For
the same it is focused mainly on the Customer of Big Bazaar. Sample Size was 300
customer of Big Bazaar. To get the responses from the Customer method of
structured questionnaire was used. The survey was limited to Vadodara city only.
Today the consumer looks beyond price, and other factor such as quality,
employee’s behaviour, variety have become more important. Big Bazaar is
satisfying its customers with low price, good location and variety of products.

6
 TABLE OF CONTENTS
 Company’s Certificate
 Declaration
 Preface
 Acknowledgement
 Executive Summary
Page
Sr. No. Particulars
No.
1. Industry Profile 8

2. Company Profile 20

3. Competitors analysis 29

4. Promotional offer 34

4. Review of Literature 42

5. Research Methodology 50
a. Problem Statement
b. Research Objective
c. Research Design
i. Type of Design
ii. Sampling

iii. Data Collection

iv. Tools for Analysis
6. Data Analysis 55

7. Findings and Suggestions 64

8. Conclusions 68

9. Bibliography 69

10 Questionnaire 70

7
CHAPTER 1

INDUSTRY PROFILE

8
 WHAT IS ‘RETAIL’?

The word retail is, in fact, derived from the French word RETAILER, which means to cut
off a piece or break bulk. A retailer may be defined as a ‘dealer or trader who sells goods in
small quantities’ or’ one who repeats or relates’. Retailing can hence, be considered as the last
stage in the movement of goods and or services to the consumers. But simply, any firm that
sells products to the final consumer is performing the function of retailing. It thus consists of
all the activities involved in the marketing of goods and services directly to the consumers, for
their personal, family or household use.

The past century has been witness to many changes occurring in everyday world.
Industrial and technological growth has made a significant impact on lives of consumers. One
such industry, which has made a phenomenal impact on consumer daily lives, is retail. This
industry touches their lives as end consumers, by providing them with the products or services
that they need.

Almost everything that consumer use in their daily lives including the feed they eat,
the clothes they wear, and the things they need for their homes or for themselves, are bought
from retail stores. Goods are manufactured all over the world but are ultimately sold to them
through these retail stores.

India has already proven its mettle as superpower in the area of information
technology. The retail industry offers to bloom to the same level if conductive environment
and support is provided it. India’s one billion populations make the country the second largest
in the world in terms of population which is the very basis for successful organized retailing.

From the fact that most of the world’s successful retail stories in the developed as well
as developing countries have shaped up in small towns and villages.

Retailing is a green pasture not just for individuals or companies but also comes with
job opportunities in all aspects of the operations. Professionalisms in retail while still in its
infancy does show some promising future for those keen to make a career in this fascinating
world.

1.1 Global level

Retailing is the final step in the distribution of merchandise - the last link in the Supply
Chain - connection the bulk producers of commodities to the final consumers. Retailing covers
diverse products such as foot apparels, consumer goods, financial services and leisure.

9
 A retailer, typically, is someone who does not affect any significant change in the
product execs breaking the bulk. He/ She is also the final stock point who makes products or
services available to the consumer whenever require. Hence, the value propositions a retailer
offers to a consumer is easy availabilities of the desired product in the desired sizes at the

In the developed countries, the retail industry has developed into a full-fledged
industry where more than three-fourths of the total retail trade is done by the organized
sector. Huge retail chains like Wal-Mart, Car four Group, Sears, K-Mart, McDonalds, etc. have
now replaced the individual small stores. Large retail formats, with high quality ambiance and
courteous, and well-trained sales staff are regular features of these retailers.

Top Five Retailers Worldwide

No of stores Sales in FY14-15 US$

Rank Retailer
owned Millions

1 Wall-Mart Stores Inc. (USA) 4178 $180,787

Carrefour Group
2 8130 $61,047
(France)

3 The Kroger Co. (USA) 3445 $49,000

4 The Home Depot, Inc. (USA) 1134 $45,738

Royal A hold
5 7150 $45,729
(Netherlands)

1.2 National Level

For Indian retailing, things started to change slowly in the 1980s, when India first began
opening its economy. Textiles sector (which companies like Bombay Dyeing, Raymond's, S
Kumar's and Grasim) was the first to see the emergence of retail chains. Later on, Titan, maker

10
of premium watches, successfully created an organized retailing concept in India by
establishing a series of elegant showrooms.

For long, these remained the only organized retailers, but the latter half of the 1990s
saw a fresh wave of entrants in the retailing business. This time around it was not the
manufacturer looking for an alternative sales channel. These were pure retailers with no
serious plans of getting into manufacturing. These entrants were in various fields, like - Food
World, Subhiksha and Nilgiris in food and FMCG; Planet M and Music World in music,
crossword and Fountainhead in books.

As of the year ending 2000 the size of the Indian organized retail industry was
estimated at around Rs. 13,000 Crore. The various segments that make up the organized retail
industry along with their size, Retail growth is already gathering momentum and the organized
retail industry is expected to grow by 30 per cent in the next five years and is expected to
touch Rs. 1,00,000 Crore in 2016. Thus, the growth potential for the organized retailer is
enormous.

Retailing in India

The Indian Retail Industry is the largest among all the industries, accounting for over

10 percent of the country’s GDP and around 8 percent of the employment. The Retail Industry
in India has come forth as one of the most dynamic and fast paced industries with several
players entering the market.

Retailing in India is gradually inching its way toward becoming the next boom industry.
The Indian Retailing Sector is at an inflexion point where the growth of organized retailing
growth in the consumption by the Indian population is going to take a higher growth
trajectory. The Indian population is witnessing a significant change in its demographics.

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

As the contemporary retail sector in India is reflected in sprawling shopping centres,

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 behaviour,
ushering in a revolution in shopping in India. This has also contributed to large scale
investments in real estate sector with major national and global players investing in

11
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

Scenario of Retailing in India

Retailing is the most active and attractive sector of last decade. While the retailing industry
itself has been present since ages in our country, it is only the resent past that it has witnessed so
much dynamism. The emergence of retailing in India has more to do with the increased purchasing
power of buyers, especially post liberalization, increase in product variety, and increase in economies
of scale, with the aid of modern supply and distribution solution.

Indian retailing today is at an interesting crossroads. The retail sales are at the highest point
in history and new technologies are improving retail productivity. Though there are many
opportunities to start a new retail business, retailers are facing numerous challenges.

Retail Format in India

 Hyper marts/supermarkets
Large self-servicing outlet offering products from a variety of categories.
 Mom-and-pop stores
They are family owned business catering to small sections; they are individually
handled retail outlets and have a personal touch.
 Departmental stores
general retail merchandise offering quality product and services
 Convenience store
Are located in residential areas with slightly higher prices goods due to convenience
offered.
 Shopping Malls
The biggest form of retail in India, malls offer customer a mix of all type of product and
services including entertainment and food under a single roof.
 E-Retailers
Are retailers providing online buying and selling of product and services.
 Discount Stores

12
 They are factory outlets that give discount on the MRP.
 Vending
It is the relatively new entry, in the retail sector. Here beverages, snacks and other
small items can be bought via vending machine.
 Categories Killers
Small specialty stores offer that a variety of categories. They are known as category
killer as they focus on specific categories, such as electronics and sporting goods. This
is also known as Multi Brand Outlet or MBO’s
 Specialty stores
Are retail chains dealing in specific categories are provide deep assortment. Mumbai’s
Crossword Book Store and RPG’s Music World is a couple of example.
Classifying Indian Retailers

1. Modern Format Retailers

 Supermarkets (food World)

 Hypermarkets (Big Bazaar)

 Department Stores (shopper’s Stop)

 Specialty Chains (Ikea)
 Company Owned Company Operated

2. Traditional Format Retailers

 Kiranas: traditional Mom and Pop Stores

 Street Market
 Exclusive /Multiple Brand Outlets

3. Hypermarket

 Big Bazaar
 Giants
 Shoprite

4. Department

13
  Pantaloons
 Pyramids
 Shoppers Stop
 Trent

5. Entertainment

 Fun Republic
 Inox
 PVR

1.3 State Level

With the recent layoffs at a city-based mall, the retail sector in Ahmedabad and in
Gujarat overall, has begun a reality check. According to industry players, retail sector is
currently witnessing reduction in sales by 30 per cent, apart from layoffs.

The industry is facing a reduction in footfalls by 40 per cent and sales by 30 per cent.
Many retailers outsource their products, especially garments where the order books have
been down.

Also, the footfalls have fallen drastically in Gujarat, especially in Ahmedabad. This has
resulted in a reduction in sales by 30 per cent. Last year, the denim major launched its retail
brand 'Dextase' which is witnessing a decline in footfalls as of now.

However, some are witnessing a steady growth in retail markets of Gujarat. Gujarat
has been a steady market, neither going up nor moving downwards. In fact, apart from the
one store in Ahmedabad which was converted into a Brand Factory outlet, all existing stores
in Gujarat are doing reasonably well, even during recession.

Talking about the current trend in the retail market, the most categories have started
showing strong trends now. Among them are fashion and merchandise as against food, which
had been strong throughout. As for categories like mobiles and furniture, there is a still a lull
but their markets have also started showing an upward trend. As for recruitments, they
happen as and when new stores open.

Experts opine that the while on one hand some retailers are facing a tough time in
Gujarat, there have been others who are still on a hiring spree. The retail scenario has been

14
 bidding this season since the number of stores have not gone up. Several retailers have
shelved lot of their plans as well. Yet, there have been others who have been hiring for the
front end which is a good sign. This is a short term correction which was anyways expected in
the retail sector. While there has been a decline in growth by 30 per cent in the industry in
Gujarat, it will take a few months before the scenario begins to change.

1.4 PESTEL Analysis

Now, in a particular geographic region, the environment there affects the retailers in the
region in various ways. We have studied the effects under the following heads:

1. Political Factors
2. Economic Factors
3. Social (Socio-Cultural) Factors
4. Technological Factors
5. Environmental Factors
6. Legal Factors

1. Political Factor

With the opening up of the economy, more and more MNC's have pervaded the Indian
Business arena, through joint ventures, franchisees or even self-owned stores. The very first
MNC getting into the business was Spencer’s Government uses regulation to prevent
development of monopolies, which results in restricted competition and fixed prices (MRTPC).
Government also propounds price competition laws and unfair trade practice laws. Retailers
must understand what rights they have in pricing merchandise, what provision they should
make for customer relations, what rights and responsibilities they possess when making a sale,
what rights their employees have and what liabilities they may face while selling products to
the consumers.

2. Economic Factor

The type of economic system (capitalism or socialism etc.) existing in a country has a direct
bearing on the potential for and the development of the retailing industry in that country. A
retailer cannot escape the effects of the factors in the macroeconomic environment, be it
15
 domestic or global that influences the Local Market. Inflation, unemployment, interest rates,
tax levels, the GDP and the rate of real growth in GDP (Inflation adjusted) are some aspects of
the economy which a retailer must cope with. Real growth makes more income available to
people who then tend to spend more, leading to higher sales and more profits for the retailers.
However, growth also leads to higher competition in the long run. With the increase in
Purchasing Power Parity (PPP) and the disposable income of the Indian consumer, retailing is
catching up at a very fast space in the country.

3. Social Factor

The demographic trend and lifestyle patterns, of the society that a retailer intends to serve,
decide the retailer’s strategy. Traditionally, children seldom accompanied their parents while
grocery food shopping. Shopping for children was confined to that during festivals when
dresses were brought for them. But, in the present day, due to scarcity of time, working
parents prefer to spend as much time as possible with their children and this includes their
shopping hours also.

4. Technological Factor

Technology is probably the most dynamic change agent for the retailing industry. The
computerization of the various operations in a retail store, including inventory management,
billing and payments as well as database (of customers) management, widespread use of bar
coding, point-of-sale terminals and Management Information System has changed the face of
retailing drastically. Apart from providing the retailers with better and timelier information
about their operations, the technology also does the job of preventing theft, promoting the
store's goods and creating a better shopping atmosphere. These can be done with the help of
closed circuit televisions, video walls, in-store video networks, kiosks and other forms of
interactive applications ranging from CD-ROMs to virtual reality to let customers select and
buy products.

They make the customer's life a lot easier by facilitating the use of developments like credit
cards. Toll free 1800 1027382 numbers have brought about a revolution in consumer's
ordering and feedback mechanisms. Emerging technologies will also facilitate just-in-time
management of certain products within the store. These trends are already visible in the music
and greeting card industries.

16
5. Environmental Factors

The retailers also use different forms of energy and they also become conscious about the
environmental changes. The products provided in the retail shops are mostly grown or prepared in this
environment and they are also affected with the changing trend of environment so they can affect the
health. Government imposes Ban on use of various sprays and gases over the food products, which are
sold in these retail stores. The use of some chemicals can cause eruption of various diseases. The retail
business should follow the environmental Laws and regulations, which are made to protect the lives
of the people and ensure the rights of consumer and employees.

6. Legal Factor

Despite the size and the phenomenal potential that exists, retailing is among the lesser-
evolved sectors of the Indian Industry. Retailing as an industry is yet to be recognized in India.
The policy environment is currently seen to be unfavourable to organized retailing.

A strong FDI presence in retail sector is expected to not only boost the retail scenario, but
also act as a driving force in attracting FDI in upstream activities as well. This will be more
prominent in food processing and packaging industries because many large retail chains also
promote their own brands by way of backward integration/contract manufacturing. The status
of organized retailing in some South East Asian countries that allowed FDI in retailing.

1.5 Major players

High population density in the Metropolitan cities and surrounding tier I towns is
driving the geographic penetration of modern retail. Retail firms are adopting a combination
of formats: -

Mega - (hyper and / or super)

17
Medium - (dept. and / or speciality)

Small - (convenient and / or discount)

Major Retailers in India

Pantaloons

Pantaloons is one of the biggest retailers in India with more than 450 stores across the country.
Headquartered in Mumbai, it has more than 5 million sq. ft. retail space located across the
country. It's growing at an enviable pace and is expected to reach 30 million sq. ft. by the year
2010.

Tata Group
Tata group is another major player in Indian retail industry with its subsidiary Trent,
which operates Westside and Star India Bazaar. Established in 1998, it also acquired
the largest book and music retailer in India ‘Landmark’ in 2005. Trent owns over 4 lake sq.
ft. retail space across the country.

RPG Group

RPG Group is one of the earlier entrants in the Indian retail market, when it came
into food & grocery retailing in 1996 with its retail Food world stores. Later it also opened the
pharmacy and beauty care outlets ‘Health &Glow’.

Reliance
Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance
Fresh stores and Reliance Mart are quite popular in the Indian retail market. It’s expecting its
sales to reach Rs. 1, 50,000 crores by 2020.

AV Birla Group

AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis
Philippe, Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in other
segments of retail. It will invest Rs. 8000-9000 crores by 2016.

18
 Another big player in the segment will be the Bharti group. Overhauling this part of the
supply chain will be the key to the success of any retail venture in food and groceries segment.
Wal-Mart, the world’s largest retailer, and Bharti Enterprises have signed a

Memorandum of Understanding (MoU) to explore business opportunities in the Indian

retail industry. This joint venture will mark the entry of Wal-Mart into the Indian retailing
industry a retail chain like Future Group’s Big Bazaar may be clocking heady sales (growing at
100% year- on- year), but the dozen odd shops operating in its proximity wear a deserted look,
giving a somewhat hollow ring to the much- talked- about retail boom in the country. The key
players currently operating in the Indian retail industry includes Future Group, Trent Ltd, RPG
Enterprise, Vishal Retail Ltd, Shoppers Stop Ltd, Bata India Ltd, Provogue India Ltd, Videocon
Appliances Ltd, ITC Ltd, Godrej Agrovert Ltd, and DCM-Hariyah Kissan Bazaar.

Key Challenges

1. Location
2. Merchandise
3. Pricing
4. Target Audience
5. Scale of Operation

1.6 Major Offering

 Integrated food and grocery
 Fruit and vegetables
 Daily household items
 Apparels and footwear
 Electronic goods
 Lifestyle products
 Home essentials and improvements
 Others

19
CHAPTER 2

COMPANY PROFILE

20
Type Private

Industry Retail

Founded 2001

Founder Kishore Biyani

Headquarters Mumbai, Maharashtra, India
Number of locations 256 stores nationwide
Area served India
Key people Sarvesh Shivnath Shukla (Founder)
Sadashiv Nayak (President & CEO)[2]
Umashankar Shukla (Director)
Products Electronics,Home and furniture, Home improvement, Clothing,
Footwear, Jewellery, Toys, Health and beauty, Pet supplies,
Sporting goods and fitness
Craft supplies, Party supplies, Grocery
Services Future Pay
Parent Future Group
Website bigbazaar.com

21
 Big Bazaar is a household name that is used synonymously with ‘retail’ in
India. We represent the requirements of a typical Indian home. Founded in 2001
by Kishore Biyani, we as a retail chain operate under the parent organisation –
Future Group – that holds a significant prominence in the Indian retail and fashion
sectors.

Big Bazaar is one of the oldest hypermarket chains that houses around 250+ stores
in the country. We cover three essential categories in Indian retail: home, food, and
fashion. Popular retail chains – like the Food Bazaar and fbb form an integral part
of Big Bazaar’s identity. The latter (i.e. fbb) has exponentially grown into a major
brand that epitomizes fashion in India.

In spite of covering a wide gamut of consumer essentials at reasonable prices, we

are best known for our understanding of our customers’ evolving needs and
comforts. In a fast-paced world, we are perceived as a thought leader who relies
on traditional Indian values of seva or ‘care for the customer’ while remaining
firmly futuristic in taking business decisions that fuel better quality and efficiency.

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
Indian customers. We guarantee the best products at the best prices. With the
ever-increasing array of in-house brands, we have opened doors in 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.

22
Home Brands of Future Group at Big Bazaar:

 KORYO electronics in ELECTRONICS department

 FOOD BAZAAR: -Tasty-treat, Sunkist, Fresh & pure, Premium harvest
 FASHION: -Spunk (sports), Buffalo (casuals), DJ&C (fusion), Knighthood
(formals), AFL, Shatranj (Ethnic), NYX (occasion), Shristi (ethnic), Pink &
blue,
 PERSONAL CARE: -Think skin, clean mate
 FOOTWARE: -Buffalo, AFL, Hault&Spicy, DJ&C, Knighthood, Spunk,
Pink&Blue, Bare
 LUGGAGE: - Milestone, buffalo
 SPORTS: -Mighty
 PLASTICS AND UTENSILS

23
Future Group India was established in 1994 with a vision to provide diverse services
in Indian and Global markets. The business areas of Future Group cover BPO
(Business Process Outsourcing), New Media, Security Management, and
Construction. Through their strategic investment and services, the future of Future
Group shows a rising star in the business sky of India.

Rewrite Rules, Retain Values – this simple idea has been at the core of business
since the inception of Future Group. Today, a wide portfolio of brands in food,
FMCG and fashion, complement the country’s pioneering modern retail networks.
More than 600 million customer visits are recorded across the 2,000 Future Group
retail stores, covering over 24 million square feet of space in over 400 cities and
towns. Millions more interact with group’s brands and businesses through
ecommerce sites, social media and mobile apps like FuturePay and EasyDay Club.
Future Group’s food value chain operates with its nation-wide network,
reaching the smallest towns and cities with its sourcing and manufacturing units,
and integrated distribution systems. Tasty Treat, Golden Harvest, Karmiq, Kara,
Sunkist, ThinkSkin, Mother Earth, Kosh, Nilgiris are among the leading brands from
the Future Group.
In fashion, our manufacturing facilities produce garments designed and sourced by
a talented team of trend-spotters, designers and merchandizers. Brands like Lee
Cooper, John Miller, CoverStory, Indigo Nation, Scullers, Knighthood, DJ&C, Bare,
UMM, and Ancestry are some of our key brands.
The flagship retail brand Big Bazaar is ranked among the most valuable Indian
brands (Interbrand), and among the most trusted brands (Nielsen). Leading
department store network, Central, smart prices retailer, Brand Factory, and

24
popular fashion destination FBB are also a part of the group, along with a growing
chain of small neighbourhood stores, EasyDay and Heritage Fresh, and convenience
stores WH Smith and 7-Eleven.

Companies of Future Group

 Future Retail (India) Limited

 Home Solutions Retail India Limited

 Future Brands Limited

 Future Media (India) Limited

 Future Supply Chain Solutions Limited

 Converge Communication (India) Limited

 Pantaloons Food Product (India) Limited

 Future Knowledge Services Limited

 Future Capital Holdings Limited

 Future General India Insurance Company Limited

 Future General India Life Insurance Company Limited

 Future bazaar India Limited

 Winner Sports Private Limited

 Staples Future Office Products Private Limited

 Talwalkar’s Pantaloons Fitness Private Limited

 Converge

 Indus League Clothing

 Galaxy Entertainment Corporation Ltd

 Future Consumer Products Limited

 Future Ventures India Limited Foot Mart Retail.

25
 Store Hierarchy

SM

HR VM Marketing CSD SCM

HR AVM Executives TM/TL Executives

Line of Business

Store

Electronics Food Bazaar Fashion G.M other lob's Support Service

Staples Men's plastic

Electronics Footwear
Cash Cabin
products
utensils
Non-Food Ladies
Luggage Operations
crockery
Food Kid's
Stationery Warehouse

House
Toys keeping

people
Utensils office

26
 SWOT ANALYSIS

SWOT Analysis

Strength 1. Big Bazaar offers a truly good shopping experience and

customer satisfaction, because of their service
2. Big Bazaar has high-quality products at extremely low prices.
3. High brand equity as The Future group has a trust worldwide
and who entered in almost all kinds of retail business in India
4. Big Bazaar has different groceries, garments, electronic items
and more.
Weakness 1. Only domestic presence in Indian market and that too in
limited cities
2. Standards should be increased at international level to cop up
with the emerging competition.
3. Falling revenue per square feet.
Opportunity 1. Retail sector is high growth potential also FDI coming into it
2. Rural retail is still unexplored area.

3. High brand equity in market of Future group so could leverage

on
that
Threats 1. There are many competitors for hypermarket nowadays in India
which provides customer services with International standard.
2. Competition from foreign players will increase due to new FDI
norms
3. Need to raise standards to compete with international players
4.Lack of differentiation in malls that are coming

27
 MARKET POSITION

Big Bazaar is holding a strong position in the market and is growing very
fast. It captures the maximum Indian market and with a strong financial
background and it has to go a long way through.
The low price strategy it is successfully running its business all over India
and is still growing bigger and bigger. It is said that "Cheap prices are a luxury for
the rich but a necessity or a need for the poor."
So Big bazaar has understood the need of a vast population of the upper
middle class and middle class people of the country and in fact no matter how rich
a person is wherever he/she can get good brands at a cheaper rate they will be
attracted towards it whether an average or a rich person.

28
CHAPTER 3
COMPETITORS ANALYSIS

29
 COMPETITORS OF BIG BAZAAR

D-Mart is biggest competitors of the Big Bazaar in the retail market, while Big
Bazaar is to for to the middle class the upper middle class people and for upper
class, while the D-Mart is segmented the customer in lower class, middle class and
fer upper middle and upper level customers D-Mart marketing Strategy for making
profit is totally different in consumer market. Mart was conceived by value investor
Mr. Radhakishan Damani in the year 2000, operating a single store in Maharasthra.
With a mission to be the lowest priced retailer in its area of operation, DMart has
grown steadily over the years and operates 155 stores in 11 States and 1 Union
Territory of India. The Company has delivered stable performance across
stakeholder metrics by focusing on financial fundamentals, high levels of patience
and strong conviction.D-mart has 155 store in across India and addition of more 24
store. This year its revenue from operation is 15,009 cr and EBITDA 1,337 and profit
after tax is 785 crore.

Analysis:

Positive points:

 D-mart has signage for Indication for all department so they don’t require
staff for each department.
 There are large amount of product under lower price.
 There are lower price range cloths without brand.
 It has huge range of staple product compare to big bazaar.
 They have 25+ billing counters.
 There is exit gates after billing counter so threat of product stolen will be
decreased.

30
  They have home brand in gifts, staples, dry fruits, kitchen ware etc.
 They will give flat discount up to 50%.
 They have more impulse Counter.

Negative Points:

 No brand in Fashion department.

 They target only LOWER MIDDLE CLASS costumers.
 No other payment methods.
 There is no proper display during peak sell time.

31
 Spencer's Retail is a chain of retail stores headquartered in Kolkata, West
Bengal having presence in over 35 cities in India. Spencer's is based on the 'Food
First' Format (it mainly offers fresh and packaged food). Many outlets though sport
multiple formats for retailing food, apparel, fashion, electronics, lifestyle products,
music and books. It is owned by RP-Sanjiv Goenka Group.
Spencer's boasts of a wide range of private brand products that encompasses both
foods as well as non-foods FMCG category. 'Spencer's Smart Choice' is the leading
instore brand which has a plethora of products ranging from juices, noodles,
cookies, honey, air freshners etc. Spencer's also has the 'Clean Home' range of
home improvement products and 'Tasty Wonders' range of snacks and impulse
food range. Apart from this Spencer's has very successfully launched its general
merchandize products under the brand name of MAROON which includes Non
Stick, Hard Anodized, Home Plastic and Foils.

Analysis:
Positive points:

 They will give flat discount up to 50%.

 Huge product range in kitchen ware.
 They provide fresh vegetables and fruits everyday.
 High range in frozen vegetables.
 High range of AMUL products.
 All brands available in staples.
 They have fixed customer (high class and upper middle).
 They have home brands in many category.
 They provide non-veg food also so many customer are regular for that
purpose.
 They have home brand in cloths also.
 They have more impulse Counter.

32
Negative points:

 Store has old environment and atmosphere.

 Long distance billing desk.
 Small range of expiry product and give discount on that.
 No brand in fashion.
 No proper branding and signage in the store.
 No marketing activity or promotions in market.
 No digital marketing for promotions.

33
CHAPTER 4
PROMOTIONAL OFFERS

34
 PROMOTIONAL OFFERS
Promotion is an important marketing force that provides extra incentives to
achieve sales. Promotion is an important marketing tool as compared to
advertisements and sales force. Promotion is both short term and long term
activities carried.

ROLE OF PROMOTION

 Promotions are an extremely valuable tool for the marketing of brands.

 Like all other tools, promotions can make a valuable contribution to
marketing when they are properly used.
 Promotions are offered to the customers to get the sales and to increase
their market share
 The short term promotions are towards increasing the sales and the long
term sales are towards increasing the customer base.

WHEN TO USE PROMOTION

 A brands quality is inferior to competition

 A brands advertising is not as persuasive as competitive
 A new brand is being introduced

BELOW THE LINE SALES PROMOTION

Below the line sales promotions are short-term incentives, largely aimed at
consumers.
 Methods of below the line sales promotion

35
1. Price promotions
Price promotions are also commonly known as" price discounting". These
can be done in two ways:

(1) A discount to the normal selling price of a product, or

(2) More of the product at the normal price.

Price promotions however can also have a negative effect by spoiling the
brand reputation or just a temporary sales boost (during the discounts)
followed by a lull when the discount would be called off.

2. Coupons

Coupons are another, very versatile, way of offering a discount. Consider

the following examples of the use of coupons:
- On a pack to encourage repeat purchase
- In coupon books sent out in newspapers allowing customers to redeem
the coupon at a retailer
- A cut-out coupon as part of an advert
- On the back of till receipts

The key objective with a coupon promotion is to maximize the redemption

rate – this is the proportion of customers actually using the coupon.
It must be ensured when a company uses coupons that the retailers must
hold sufficient stock to avoid customer disappointment.
Use of coupon promotions is often best for new products or perhaps to
encourage sales of existing products that are slowing down.

3. Gift with purchase

The "gift with purchase" is a very common promotional technique. In this
scheme, the customer gets something extra along with the normal good

36
 purchased. It works best for
- Subscription-based products (e.g. magazines)
- Consumer luxuries (e.g. perfumes)

4. Competitions and prizes

This is an important tool to increase brand awareness amongst the target
consumer. It can be used to boost up sales for temporary period and
ensure usage amongst first time users.

5. Money refunds
Here, a customer receives a money refund after submitting a proof of
purchase to the manufacturer.
Customers often view these schemes with some suspicion – particularly if
the method of obtaining a refund looks unusual or onerous.

6. Frequent user / loyalty incentives

Repeat purchases may be stimulated by frequent user incentives.
Perhaps the best examples of this are the many frequent flyer or user
schemes used by airlines, train companies, car hire companies etc.

7. Point-of-sale displays
shopping habits are changing for the people living in metropolitan cities.
People prefer big retail outlets like Big Bazaar to local kirana stores. Most of
the decisions of buying are taken by the virtue of point-of-sale displays in these
retail outlets.

37
 BTL PROMOTION ACTIVITIES OF BIG BAZAAR

BTL promotions are gaining popularity among all big companies nowadays
considering their effectiveness because of the "individual customer
promotion" at a price, which is much lesser than the normal media promotions.
• Low prices on Wednesday Low prices on Wednesday
• Concept of Big Day
• Promotional offers
- School Jao Khushi Khushi
- Khushi Ki Barsaat
- Happy Father’s Day
- PKDMD
- Young Elders day
- Hafte ka sabse sasta din

Wednesday Bazaar
The concept of Wednesday Bazaar was promoted as ‘Hafte Ka Sabse Sasta Din’
(Cheapest Day of the Week). Initiated in January 2007, the idea behind this
scheme was to draw customers to stores on Wednesdays, the day when
consumer presence is usually less. According to the chain, the aim of the concept
was ‘to give homemakers the power to save the most’.

38
Sab se Sasta Din

Big Bazaar introduced ‘Sab se Sasta Din’ (Cheapest Day) with the intention of
attaining a sales figure of Rs 26 crore in a single day. The concept became such a
hit that the time period for the offer had to be increased from one day to three
days in 2009 (January 24 to 26) and to five days in 2011 (January 22 to 26).

Maha Bachat

The concept of ‘Maha Bachat’ (Mega Saving) was introduced in the year 2006 as
a single day campaign with attractive promotional offers across the company
outlets. Over the years, the concept has grown to become a six-day biannual
campaign. During this campaign, attractive offers are given in all the value
formats including Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture
Bazaar.

39
The Great Exchange Offer

Introduced on February 12, 2009, ‘The Great Exchange Offer’ allows customers
to exchange their old goods for Big Bazaar coupons. The coupons can be
redeemed later for buying brand new goods from Big Bazaar outlets across the
nation.

Loyalty Programs:

1. Payback

At Future Group Big Bazaar, we believe in building long-lasting relationships

with customers. We encourage repeat customer visits through our unique offers
and special sale days.
Future Group has taken the whole concept of customer loyalty to the next
level by joining hands with PAYBACK. PAYBACK is India’s largest and one of
Europe’s most successful multi-partner loyalty programs. With PAYBACK,
customers can shop, save and get rewarded. This program enables consumers to
collect millions of points across online and offline partners – with just a single
card. Customers can accumulate points across Future Group formats, thereby
making “shopping rewarding”.

2. BBPC (Big Bazaar Profit Club)

10,000 profit club card in this we get 12000 on 10,000 and monthly shopping of
1000. It is valid for 18 months. If in any case, we can’t do shopping in any month
then the money will be transfer in other month.

3. Gift Voucher

Gift voucher is a gift or present that is exchangeable for goods in our shops.
Gift vouchers are more personal than simply giving cash or other monetary
bonus.

40
General terms & Regulations for gift vouchers
 The printing right of gift vouchers lie with future E- commerce
Infrastructure.
 G.V is available in convenient denominations of Rs.50, 100, 250, 500
&1000.
 G.V is valid for a period of 6 months from the date of issue.

 The vouchers can’t be exchange for cash or cheque.

4. FBB Credit Card (SBI)

This is new scheme which start in 2015. In this scheme SBI –FBB credit card is
issued to the customer. By that they get flat 10 % discount on the FBB shopping
on each n every clothes of FBB. This card is valid in all FBB stores all over India.

For issuing this card customer required:

1. Credit card of any bank.

2. If not, then customer required their identification proof and more than
5000 Rs. Loan and their monthly income should be more than Rs. 10000.

41
CHAPTER 4
LITERATURE REVIEW

42
Martineau (1958) consider that the store “personality” as “the way in which the
store is defined in the shopper’s mind partly by the functional qualities and partly
by an aura of psychological attributes”. Lindquist (1974) distinguishes between
“functional qualities” and “psychological attributes” which included both
physical (factual, 6 functional, and tangible) and psychological dimensions,
(formed as a result of the experience consumers have when exposed to a store).
However, owing to the interpretative nature of image, this distinction is often
seen as artificial and misleading.
Dupuis and Prime (1996) introduce the idea of business distance, as the gap
between host and home environments in four areas: consumer behaviour; outlet
or store format; networks; and environment. They argue that any retail format
has a grounded history, built up over years of operation in the home
environment, and thus the “fit” within the host environment needs to be fully
understood. Without this understanding, “the decision to export a retail format
to another cultural environment may drastically modify its initial competitive
advantage”. Illustrations of the problems of “fit” are provided by authors such as
Tudjman (1988), Shackleton (1996), and O’Grady and Lane (1997) who discuss
how French, British and Canadian retailers have found cultural and business
behaviour differences when operating in the American market.

Mary Zimmer (1988) considers that The image of a store consists of the way it is
perceived by consumers. An individual’s view is important to the retail manager
because it can ultimately influence patronage behaviour; yet, identifying a
store’s particular image can be problematic. The difficulties are of two types;
conceptualization and measurement. Conceptualization describes what the
image is or what the components of image are; measurement is the way the
consumer’s perception is elicited.

Ulf Johansson (January 2007) consider The concept of image in a marketing

context has its origins in the 1950s. Although a commonly used term, image is

43
recognized as a complex construct open to various interpretations. Image can be
conceptualized from both a production and consumption perspective, but in
both cases it is based on the premise that markets and consumer actions operate
on impressions and perceptions of “reality”. These in turn are derived from
personal experiences and reference points, and are encapsulated in the
meanings that consumers attach to various relationships with a brand. Image is
invariably a subjective, personal, and consumer-centric concept. The symbolic,
experiential, dimensions of brand image lead to questions as to how consumers
“see” or
“visualize” a brand, i.e. how they “picture” the brand.

Lindquist (1974), consider store image as a combination of tangible (or

functional) and intangible (or psychological) factors that consumers perceive to
be found in retail stores. Consumers use store image as an evaluative criterion in
the decision-making process of selecting a retail outlet (Varley, 2005). Store
attributes refer to the underlying components of a store image dimension (like
merchandise, physical facilities, services, atmospherics and so on). Research on
store image has yielded a large number of attributes (Martineau, 1958; James al,
1976; Peter and Olson, 1990). Store image has been found to be linked to store
loyalty and patronage decisions (Assail, 1992; Wong and Yu, 2003).
As a The lander (2007) consider that for most customers the key contact point
with a retail organisation is the store – it is through their experiences of the store
and the interactions that take place within the store that customers build
relationships, and form their perceptions of a retailer. A positive store image has
been identified as a key determinant of economic success (Jacoby & Mazursky,
1984; Hildebrandt, 1988), store choice (Doyle & Fenwick, 1974; Schiff man et al,
1977; Burns, 1992), and store loyalty (Mazursky & Jacoby, 1986; Osman, 1993).

Porter and Clay comb (1997) consider that the customers associate their
feelings, thoughts, and impressions with the stores, and these factors affect their
patronage and purchase behaviour. This premise is line with that of Sternest al.
(2001), who asserted that the purchase choices of customers are influenced by
the store image. Kim and Jinn (2001) reported that the repurchase intention and

44
the satisfaction derived from shopping at a store are induced during the initial
purchasing stage in which the customers associate their emotions with the store
image. Hence, the perception of customers regarding a store is developed by the
store image, and this perception is signified by them repurchase intention and
satisfaction levels. Several scholars (i.e., Kim & Han, 2000; Birtwistle &
Shearer,2001) studied the concept of store image and suggested various store
attributes that contribute to the overall perception of the store. However,
consensus is lacking with regard to the attributes that increase customer
satisfaction based on store image. Hence, this issue of store image should be
further investigated. Retailers and store owners should identify the effective
attributes for enhancing the image of their stores.

Hedrick et al (2005) consider that the store environment and store atmospherics
can influence customer’s expectations on the retail salesperson. They conducted
a study on sales people and store atmosphere, and identified that customer’ s
perceptions of a salesperson’ s attributes and relationship building behaviours’
were important drivers of customer satisfaction. In retail, intentions are usually
determined by a willingness to stay in the store, willingness to repurchase,
willingness to purchase more in the future and willingness to recommend the
store to others.
De Pelsmacker and Janssen (2007) consider that the consumer perceptions
influence consumer behaviour. As previous research shows, especially in
developed countries, consumers pay special attention to the environmental
behaviour of companies (Wagner et al., 2009). For this reason, marketing
programmes are launched by retailers to make the consumer aware of the
sustainable products available at their market places. Information about
sustainable product offers is essential as it influences the consumer’s attitude
towards retail stores (e.g. Lichtenstein et al., 2004) and towards his purchase
behaviours (e.g. Mohr and Webb, 2005). Still, it is important to spread positive
information about sustainability as Sen and Bhattacharya (2001) found out that
negative information about Corporate Social Responsibility has stronger effects
on the consumer than positive information.

45
Nevertheless, the consumer’s perception is not only influenced by the
information distributed through the retailer but also by the motivations driving
his consumption (Ellen et al., 2000).
Agarwal and Teas (2001), said that when exposed to extrinsic product cues,
consumers do not just make judgements about product quality and sacrifice,
they also make judgements about uncertainties that may pose potential long-
term losses. Therefore, we extend the basic conceptualization of brand name to
include the dimensions of perceived risk and argue that by relying on a good and
credible brand name as cue, consumers get certain assurances against the
various types of risks involved in choice decisions which in turn effect perception
about quality. Possibly, lowered risk perception brought about by good and
credible brand name effect value perception through higher quality perceptions
(Aghekyan-Simonian, Forsythe, Kwon, & Catamaran, 2012).
Purohit and Srivastava (2001) consider the results of past researches as
equivocal for the reason that consumers seldom assess these cues in isolation.
Rao and Monroe (1989) also suggest that there is a need to investigate the
interactive effect of various marketing cues on consumers’ value perceptions. In
this study, through the testing of a conceptualized model, we try to understand
the way the price and brand name together influence value perceptions, that is,
whether Indian consumers impute a higher value, assigning better evaluations,
when brand name works as a stimulus along with price information provided for
their cognitive decision processes.
Michael R Solomon (2009) said that today, the evolution of a new managerial
class of women has forced marketers to change their traditional assumptions
about women as they target this growing market. Female influence is found to
be strongest for decisions involving the matching of colours and the mixing
/matching of separates.
Parasuraman, Zeithaml and Berry (1988) developed a survey instrument
SERVQUAL to measure the customer’s perception of service quality against
parameters such as Tangibles, Reliability, Assurance, Empathy and
Responsiveness. However, Cronin, J Joseph; Taylor, Steven A (1994) argued that,

46
SERVPERF scale which provides performance based measurements can provide
a longitudinal index of service quality perceptions to the service managers and
the summed overall service quality obtained can be plotted relative to time and
specific consumer subgroups.
Fox all & Goldsmith (1994) consider that the effective management of marketing
activities of an organization rest on the following two fundaments: First,
consumers act on their perceptions which basically come from the information
that they receive. Second, mangers need to understand the nature of
perceptions of their consumers and potential consumers have of themselves,
their social world, and products available to them.
Zohre Hosseini (2014) consider that Convenience is an important factor in the
current fast-moving environment. A principal aspect of convenience is store
location and other related factors, such as parking and transportation. Retailers
should consider location because this decision cannot be undone easily.
Customers are heavily influenced by various factors, including time required to
travel to the store, transportation to arrive at the store, location of the store, and
eventually, sales in the store (Wood & Browne, 2007). Thang and Tan (2003)
reported that customers choose a store to visit based on its accessibility, ease of
transportation, and time required to go to this store. Accessibility was the second
most important factor in selecting a store; even stores on the same location were
affected by the accessibility factor.
Sheth and Mittal (2004) consider the Store image, the sum total of perceptions
customers has about a store, is determined by these merchandise, service, and
price factors; it is also determined by atmospherics, advertising, and store
personnel. However, as with the definition of store image, no consensus has
been reached on a set of universal store image dimensions.
Kaul (2005) consider that Store atmospheric attributes such as colour, lighting,
interior decoration or music form the overall context within which shoppers
make store selection and patronage decisions, and are likely to have a significant
impact on store image. Selection of a specific retail outlet involves a comparison
of the available alternative outlets on the evaluative criteria of a consumer.

47
Literature suggests a range of such criteria, which makes it a challenging task
from the retailers’ point of view and makes store choice a matter of concern to
retailers.
Chowdhury (1999) consider that the customers build a perception of the store
based on their numerous visits to the store, and that the final impression is a
combination of all of the aspects of the store that have affected them. Several
researchers (i.e., Bloomer & De Ruyter, 1998; Jin & Kim, 2003) indicated that
customer views of a store image are derived from the overall outstanding
features of the store.
Piyali Ghosh (2009) said that Customer’s choice of a particular store depends on
shopping orientation as well as satisfying experience. In addition, a customer’ s
attitude towards the store may result from his / her evaluation of the perceived
importance of store attributes, moulded and remoulded by direct experiences
with the store’ s overall offerings. An attempt has been made in this study to
analyse purchase patterns of customers towards organized retail outlets in terms
of merchandise categories purchased; time spent within the store; number of
merchandise purchased on each visit; and store switching behaviour. Besides, we
have also made an effort to identify store attributes that drive store selection
process.
Subhadip Roy and Lop mudra Ghosh (March 2014) consider that The role of
store image to attract and retain customers becomes very important (Du Preez
et al., 2008). Store image has been found to influence customer satisfaction
(Hackl etal., 2000; and Theodoratos and Chatzipanagiotou, 2009). Moreover,
researchers have also suggested that store image may vary depending on the
cultural context because of the impact of national and regional culture on
consumer behaviour (Theodoratos and Chatzipanagiotou, 2009). Lastly,
researchers have also pointed out the need for a comprehensive scale to
measure store image was lacking in research (Du Preez et al., 2008). Moreover,
there are closely similar scales in the western context but there is lack of a
comprehensive scale to measure store image in a developing country context

48
such as India. The present study aims to fill in this gap by constructing and
validating a comprehensive scale to measure store image.
Johannes Stoltz (2013) said that Retailers with their own private label can build up
a sustainable competitive advantage through differentiating their offerings from
those of competitors (Groeber, 2008). A contribution of their own private label can
be demonstrated through eco-design activities such as offering products with
special consideration for the environment through responsible care during the
product’s whole lifecycle. Furthermore, environmental labels can be used to raise
the consumer’s attention. Finally, retailers can improve their environmental
performance through banning those products from the shelves with important
environmental impacts.

49
CHAPTER 5
RESEARCH METHODOLOGY

50
NEED OF THE STUDY

In this competitive world, there exists huge competition between organizations of

retail sector. The company which adopts best sales promotion activities will have
better profits. So, it is necessary to know company’s sales promotion activities
which results in sales growth and turn profits to the organization.

OBJECTIVE OF THE STUDY

Following are the objectives of the study:

 To find out the influence of Advertising and Sales promotion on the sales
of the Big Bazaar
 To find the most effective tool of Sales promotion technique to entice
customers used by Retail businesses.
 To study various advertising and sales promotion techniques used by Big
Bazaar.
 To find out the influence of Advertising and Sales promotion on the sales
of Big Bazaar.
 To find the effectiveness of the Brand recall and Recognition of Big Bazaar.
 To find out the ranking of Big Bazaar with its relative competitors as per
the customers.
 To find certain new techniques that Big Bazaar can adopt to improve its
services
 TO study how much customers aware about Tasty Treat Product.

51
Methodology adopted for study
 Observation Method (Observing the working of various departments like
finance, marketing, purchasing, production.)

 Questionnaire method (Enquiring about the Sales promotion techniques

adopted by Big Bazar from its Managers and employees and also from the
consumers visiting the store)

 Visiting & surfing websites of company.

Meaning
Research Methodology is a set of various methods to be followed to find out
various Information’s regarding market strata of different products. Research
Methodology is required in every industry for acquiring knowledge of their
products.

Area of study
The study is exclusively done in the area of marketing. It is a process requiring care,
sophistication, experience, business judgment, and imagination for which there can
be no mechanical substitutes.

Sources of Data
 Primary Source - The primary data was collected by means of a survey.
Questionnaires were prepared and customers of the big bazaar at inorbit
mall branch was approached to fill up the questionnaires. The questionnaire
contains 17 questions which reflect on the type and quality of services
provided by the Big bazaar to the customers. The response of the customer
is recorded on a grade scale of strongly disagree, disagree, uncertain, agree
and strongly agree for each question. The filled up information was later
analyzed to obtain the required interpretation and the findings.

52
  Secondary Source - In order to have a proper understanding of the customer
service of Big Bazaar a depth study was done from the various sources such
as books, a lot of data is also collected from the official websites of the Big
bazaar and the articles from various search engines like Google, yahoo
search.

RESEARCH DESIGN

The research design is exploratory till identification of customer services

parameters. Later it becomes descriptive when it comes to evaluating the
promotion techniques of the big bazaar.

Descriptive research, also known as statistical research, describes data and

characteristics about the sales promotion techniques being studied. Descriptive
research answers the questions who, what, where, when and how.
Although the data description is factual, accurate and systematic, the research
cannot describe what caused a situation. Thus, descriptive research cannot be used
to create a causal relationship, where one variable affects another.
The description is used for frequencies, averages and other statistical calculations.
Often the best approach, prior to writing descriptive research, is to conduct a
survey investigation. Qualitative research often has the aim of description and
researchers may follow-up with examinations of why the observations exist and
what the implications of the findings are.

RESEARCH SAMPLE

SAMPLING PLAN:
Since it is not possible to study whole universe, it becomes necessary to take
sample from the universe to know about its characteristics.

53
 Sampling Units: Customers and Empolyees of Big bazaar.

Sample Technique: Random Sampling.

Research Instrument: Structured Questionnaire.

Contact Method: Personal Interview/Filling the Questionnaires.

SAMPLE SIZE:
The work is a case of Big bazaar one of the Retail Sector industry together
representing great per cent of the market share of Indian retail sector. The survey
was conducted in the city of Vadodara in Inorbit Mall, big bazaar, with 300
customers as respondent.

DATA COLLECTION TOOL

Data is collected from various customers through personal interaction. Some other
information is collected through secondary data also. Data was collected through a
structured questionnaire

54
CHAPTER 6
DATA ANALYSIS

55
 DATA INTREPRETATION AND ANALYSIS
GRAPHS AND FINDINGS

Concept: How Bigbazaar’s Price compare D-mart and Others

OUTSTANDING GOOD SATISFACTORY AVERAGE POOR TOTAL

25 73 145 45 12 300

Interpretation: Majority (48%) of the customers surveyed Price were Satisfactory

compare to Big Bazaar to D-Mart.

Concept: How is Quality and Services of big bazaar

OUTSTANDING GOOD SATISFACTORY AVERAGE POOR TOTAL

167 78 38 12 5 300

56
Interpretation: Majority (56%) of the customers surveyed Quality and Services
were Outstanding at Big Bazaar.

Concept: How are offers and Discount compare to other.

OUTSTANDING GOOD SATISFACTORY AVERAGE POOR TOTAL

40 193 45 17 5 300

57
Interpretation: Majority (65%) of the customers surveyed Offers and Discount
were Good at Big Bazaar.

Concept: How are Promotions and activities at Big Bazaar

OUTSTANDING GOOD SATISFACTORY AVERAGE POOR TOTAL

57 229 8 6 0 300

Interpretation: Majority (76.33%) of the customers surveyed Promotions and

activity were Good at Big Bazaar.

Concept: How is ambience and cleanliness at Big Bazaar.

OUTSTANDING GOOD SATISFACTORY AVERAGE POOR TOTAL

61 231 6 2 0 300

58
Interpretation: Majority (77%) of the customers surveyed Ambience and
cleanliness were Good at Big Bazaar.

Concept: How is Billing Counter Experience at Big bazaar.

OUTSTANDING GOOD SATISFACTORY AVERAGE POOR TOTAL

21 133 82 45 19 300

59
Interpretation: Majority (44.33%) of the customers surveyed Billing Counter
Experience were Good at Big Bazaar.

Concept: How is Payment Method(Future Pay, Profit club) at Big Bazaar.

OUTSTANDING GOOD SATISFACTORY AVERAGE POOR TOTAL

57 125 51 46 21 300

Interpretation: Majority (41.67%) of the customers surveyed Billing Counter

Experience were Good at Big Bazaar.

Concept: How is Tasty Treat Product of BigBazaar.

OUTSTANDING GOOD SATISFACTORY AVERAGE POOR TOTAL

10 59 21 18 12 120

60
Interpretation: Majority (49.17%) of the customers surveyed Tasty treat was
GOOD product at Big Bazaar.

Concept: How is Price Compare to other Competitor.

OUTSTANDING GOOD SATISFACTORY AVERAGE POOR TOTAL

9 45 42 15 9 120

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Interpretation: Majority (37.50%) of the customers surveyed Tasty treat was
Good product price compare to others at Big Bazaar.

Concept: How do Rank the Tasty Treat with Competitors in case of Sceme.

OUTSTANDING GOOD SATISFACTORY AVERAGE POOR TOTAL

9 45 42 15 9 120

Interpretation: Majority (37.50%) of the customers surveyed Tasty treat was

Good with sceme compare to others at Big Bazaar.

Concept: How the display of Tasty treat Product.

OUTSTANDING GOOD SATISFACTORY AVERAGE POOR TOTAL

45 140 12 10 0 207

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Interpretation: Majority (67.63%) of the customers surveyed Display of Tasty
treat Produsct were Good at Big Bazaar.

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CHAPTER 7
FINDINGS AND SUGGETIONS

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 FINDINGS

 Majority (84%) of the customers surveyed were aware of the Promotional

offers at Big Bazaar
 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 Big Bazaar once in a week, either on Wednesdays
or week ends, followed by customers visiting once in a month and as-and-
when required.
 Customers preferred clothing followed by groceries, Vegetables.
 Majority (85%) of customers availed benefit of promotional 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 Big Bazaar good as compared to other retail
stores
 Customers feel product range good at Big Bazaar
 Promotional offers are good compared to other retail stores as per the
customers.
 Promotional Activities can affect to the customers.
 Live Testing Counter can increase the selling of product.

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 SUGGESTIONS

 The surveyed customers were not aware of promotional offers, so the

Company should ensure that maximum customers know about promotional
offers visiting Big Bazaar and there should make aware of offers to general
public.

 Some customers are disappointed because of short period of promotional

offers as they visit Big Bazaar 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
Shoes.

 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 Big Bazaar should be discouraged to take the benefit of

offers which are meant for customers.

 Trollies should be well maintained and should work properly.

 More space should be used for promotional Activity and brand Promotions.

 There should be an indication signage for product.

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 There should be an indication signage for Open Billing Counter.

 Staff has to be well educated with schemes and upcoming offers.

 Billing Counter’s place must be changed for smooth customer billing and
threats of stolen products.

 Electronics Items would be Introduced for customers because there are no

any electronics showrooms in MALL.

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 CONCLUSION
 Promotional offers play an important role to increase the sales in short terms

 The customer buying pattern has changed with the introduction of Big
Bazaar in Belgaum

 The foot fall has increased at Big Bazaar with promotional activity.

 Customers are exposed to new brands and they are becoming brand savvy

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 BIBLIOGRAPHY

 http://www2.deloitte.com/an/en/pages/aboutdeloitte/articles/consume
rbusiness.html
 https://blog.hubspot.com/service/improve-customer-perception
 https://smallbusiness.chron.com/consumer-perception-theory-
40176.html
 https://www.bigbazaar.com/
 https://www.owler.com/company/bigbazaar
 https://www.futuregroup.in/

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 QUISTIONNAIRE
NAME: _ GENDER: (M) (F) AGE:

PROFESSION:

1. How often do you visit BIG BAZAAR?

a) Once in a Week b) Twice in a Week c) Once in a Month d) Twice in a Month

2. How do you come to know that About BIG BAZAAR products?

a) Digital Media b) Print media C) Road shows d) Hoardings

OUTSTANDING GOOD SATISFACTORY AVERAGE POOR

HOW BIGBAZAAR’S PRICE COMPARE TO

D-MART AND RELIANCE
HOW IS QUALITY AND RANGE OF THE
PRODUCTS
HOW ARE SERVICES AND FACILITY

HOW IS PRODUCT DISPLAY

HOW ARE OFFERS AND DISCOUNTS

HOW IS PROMOTION AND ACTIVITY

HOW IS TODAY’S OFFER

HOW IS STAFF BEHAVIOR AND GREET

HOW IS AMBIENCE AND CLEANLINESS

HOW IS CUSTOMER SERVICE DESK AND

IN-STORE ANNOUNCEMENTS
HOW IS BILLING EXPERIENCE

HOW IS PAYMENT METHOD (FUTURE

PAY, PROFIT CLUB)
HOW IS TASTY TREAT PRODUCT

HOW IS PRICE OF TASTY TREAT PRODUCT

HOW DO RANK THE TASTY TREAT WITH

COMPETITOR IN CASE OF SCEMES
DISPLAY OF THE TASTY TREAT PRODUCT

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