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STUDY OF THE IMPACT OF THE PROMINENT PROMOTIONAL ADS OF FOOD BAZAAR (BIG BAZAAR) ON THE BUYING PATTERN OF THE

CONSUMERS

Joveena Abreo Ruta Bhatt Geselle Dcunha Giselle Mendes Pallavi Wardhan

Certificate

This is to certify that ________________________________________ _______ __________________________, students of ________________________________________ ______, have undertaken a research on the topic __________________________. This is a piece of original research and would be used for study purpose only.

Date of Submission 11th February 2011

Kosha Shah
Professor for Mass Media Research

St. Xaviers College, Mumbai

DEDICATION

For making this research project more interesting by giving right direction and motivating us to put in maximum efforts. We dedicate this research to Professor Agnelo.

ACKNOWLEDGEMENT After ample research for hours together when we finally settled on a topic, it seemed to be a regular research project which needed minimum hard work. But as we progressed, we realized it was not that boring or rather very innovative and exciting. Firstly, we would like to convey our sincere gratitude to all the survey respondents for giving us their valuable time and answering all our questions. We would also like to thank Professor Agnelo for guiding us. Our efforts would have been all in vain if we would not have had the support and those useful opinions from our senior Anthony Padayachi. Thank You.

CONTENTS

TOPIC

PAGE NO.

1. Introduction 2. Need of Study 3. Objective 4. Research Design 5. Findings and Suggestions 6. Conclusion 7. Our Experience

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INTRODUCTION

We all live in supermarket era wherein people today find it more convenient to buy goods from supermarkets like Big Bazaar, Reliance Fresh D-mart etc. The preference rate is higher in such markets because of variety they provide, systematic arrangement and quality. Big bazaar, one of the leading supermarkets, when launched in the year 2000 changed the entire scenario of shopping. It enabled customers to purchase their required brands and also provided customers with different options. Luxury including air conditioned rooms, elevators and spacious areas added to the positives. It allows people to take their own sweet time to shop. Promotional offers are an additional benefit. Such offers when appear through any medium, highly influences consumers. Big Bazaar is a chain of hypermarkets in India which provides maximum offers and Food Bazaar, a subsidiary to Big Bazaar, sells a variety of groceries, vegetable and other edible foods all under one roof. Every Wednesday, food bazaar has hafte ka sabse sasta bazaar where there is minimum/maximum discounts on each product. It advertises only in Bombay times, supplement of THE TIMES OF INDIA.

Our research is mainly based on whether promotional offers in print media influence customers to buy products.

NEED OF THE STUDY The reason why we chose to conduct this study was because with the arrival of the mall culture, we noticed that shopping today has become a luxurious and comfortable experience. The mindset of the Indian consumer over the years has changed and slowly the consumer is opening up to western ideas and new innovative approaches to the concept of shopping. The consumer no longer wants to bargain at the local grocery store and put up with the tantrums of the kiranawaala but wants a personal shopping experience. This need was provided by supermarkets that were launched in India in the beginning of the year 2000.

We noticed that supermarkets in Mumbai are strategically placed- usually in malls, are air conditioned and tend to every little need of the customer. It fulfilled the want of the Indian consumer to get the right price, ambience and good quality all under one roof. This made sure that shopping for vegetables and groceries is now no longer restricted to the local market and kirana stores. It has soon become an experience within itself. Among the earliest to provide this experience to the Indian consumer was Pantaloon Retails Big Bazaar. The revenue generated by these Food and Grocery retail stores has been increasing ever since. This is solely because of the see-touch-feel experience that they provide. The consumer can now choose for him/herself what and how much they want to buy. Thus they have been successful in making the experience more personal and customized.

Food was never before advertised as much as it is today. With the boom in the retail industry, commodification of food has now become a common feature. To the Indian consumer great deals on even fruits and vegetables are luring, and that is precisely what the retail market banks on. However, the amount of money that is spent on advertising may not be the same as that spent on ensuring that the consumer gets better quality as well. Quantity is observant. Quality is questionable.

How effective is this advertising in influencing people to shop at a supermarket is what we were curious to learn about.

OBJECTIVE OF THE STUDY To understand how print media influences the consumers behavior and buying pattern.

RESEARCH STATEMENT To study the impact of prominent promotional advertisements of Food Bazaar (Big Bazaar) in the local dailies on the buying pattern of the consumers.

OPERATIONAL DEFINITIONS Prominent: Particularly noticeable aspect. Something that stands out. Promotional Ads: Advertisements done by Food Bazaar through the print media in order to promote the sales of their products. Local Daily: A newspaper which publishes the local happenings and events every day. In this case, The Times of India supplement, Bombay Times. Big Bazaar: Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It is a subsidiary of Future Group Limited. Food Bazaar: Blend of a typical Indian Bazaar and International supermarket atmosphere where the best of Western and Indian values have been put together. The western values of convenience, cleanliness and hygiene are offered and the Indian values of "See-Touch-Feel" are offered through the bazaar-like atmosphere. Buying Pattern: Typical manner in which consumers purchase Food Bazaar products, in terms of amount, frequency, time of purchase, reason of purchase etc. Consumer: An individual who buys Food Bazaar products for personal use and not for manufacture or resale. A consumer is someone who can make the decision whether or not to purchase an item at the store, and someone who can be influenced by marketing and advertisements.

RESEARCH DESIGN Our research is a contemporary research as it is based on the recent Food Bazaar advertisements published in the newspapers and its impact on the buying pattern of the consumers. It is also a short term field research. It was conducted in the Food Bazaar outlets in central and western Mumbai on two Wednesdays. The outlets chosen were Phoenix mills in Lower Parel, The Hub in Goregaon and Odion in Ghatkopar. The tool used was Schedule. In this method we personally asked the consumers a set of seven questions based on the research and noted their responses. The Pilot Study: For the purpose of the study we conducted a Pilot Study among customers at Big Bazaar. Customers were randomly selected. We spoke to them about the kind of research that we were undertaking. They were indeed very cooperative in terms of providing us their response despite being loaded with heavy bags and the need to rush home. It was quite encouraging to note that most of what the respondents said supported our research. Their insights helped us make changes in our following survey. We spoke to a total of 20 people during the course of the pilot study. The Pilot Study also helped us make a few changes considering the response we received.

Sampling Design Our sample spaces (Universe), very simply and obviously put were people who shopped at Food Bazaar on Wednesday. We limited our sample to those who shopped only at Food Bazaar because it serves the purpose of our research. The Wednesday Market firstly, is solely restricted to Food Bazaar. Secondly by narrowing it down to customers at Food Bazaar, we were assured that they were shopping only for those products that were advertised in the newspaper that day. We had also narrowed down our research to Food Bazaar outlets at Ghatkopar, Lower Parel and Goregaon in Mumbai. *For purpose of reference a copy of the advertisement has been attached at the end of the research Probability Sampling is any method of Sampling that utilizes some form of random selection. One method of Probability Sampling is the Simple Random Sampling. It is the simplest form of selecting a sample and generalizing results. We chose to apply this form of sampling because the sample had to be open to every individual
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who shopped at Food Bazaar and not just those belonging to a particular category of people The Actual Research Process Research is conducted in two steps. The first part is the Peripheral Reading and the second part is through the survey and processing of data.

Peripheral Reading is among the most important aspects of any research. It is very important for people conducting the research to be aware of the topic and all other aspects related to it. We read extensively on Big Bazaar, Food Bazaar and the Wednesday market. We also referred to a lot of promotional advertisements. In the second part, based on all the information we had, we framed a schedule and conducted the survey. We made use of the schedule as our tool of gathering information, taking into consideration that we would be communicating with people who have shopped at Food Bazaar and may also be in a need to rush home, leaving them with no time to fill the questionnaire. The schedule on the other hand also helped us to speak to customers while they shopped. Observational Design Data Source: The research is primarily dependant on a primary data source- which includes the people who shopped at Food Bazaar on a Wednesday at the Wednesday Market. * In order to carry out a survey with this sample, we have designed a schedule which has been attached to the project. For background information we have made use of Secondary data sources. Statistical Design The total number of people surveyed at Food Bazaar on two subsequent Wednesdays- 75.

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PROCESSING DATA

For how long have you been shopping at Food Bazaar _________ - Days _________ - Months _________ - Years

NUMBER OF 1 2 3 4 5 6 7 8 9 10 11 12

DAY/S 6

MONTH/S 1 7 1 2 2 1

YEAR/S 4 5 15 6 10 6 5 4

Table 1.1

Maximum number of people are coming to Food Bazaar from the past 3 to 5 years. The concept of Wednesday Bazaar was introduced in January 2007, that is around 4 years ago. But with this statistic alone we cannot come to a conclusion that the number of consumers have increased since Wednesday Bazaar started. There may be other factors involved too.

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When do you come to Food Bazaar? When you need something When you find an interesting promotional offer Other reason

NEED PROMOTIONAL OFFER OTHER REASON

NO. OF PEOPLE 54 15 6 Table 1.2

PERCENTAGE OF PEOPLE 72 20 8

Need Offer

Other

Figure 1.1 72% of people come to Food Bazaar on Wednesdays only according to their needs, 20% of people come when there is an exciting offer, and 8% of people of come due to other reasons. The reasons being the Salary day, or the day when they receive food coupons.

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On which days do you prefer shopping at Food Bazaar? Wednesdays Weekdays Weekends Random

WEDNESDAYS WEEKDAYS WEEKENDS RANDOM

NO. OF PEOPLE 26 11 15 23 Table 1.3

PERCENTAGE 34.67 14.66 20 30.67

Wednesday

Weekdays
Weekends Random

Figure 1.2 34.6% people coming to Food Bazaar prefer coming on Wednesdays. 14.6% prefer coming on other weekdays. 20% people prefer coming on weekends while 23% come on any random day as per convenience.

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Do you look for offers in the newspaper before you decide to come to Food Bazaar? Yes No NO. OF PEOPLE 32 43 Table 1.4 PERCENTAGE 42.67 57.33

YES NO

Yes No

Figure 1.3

More than half of the numbers of people coming to Food Bazaar DO NOT check for offers in the newspapers before coming for shopping.

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If yes, then on which of these days do you look for offers? Wednesday Saturday Sunday

WEDNESDAY SATURDAY SUNDAY

NO. OF PEOPLE 24 4 4 Table 1.5

PERCENTAGE 75 12.5 12.5

Wednesday Saturday Sunday

Figure 1.4

Among people who DO check for offers before coming to Food Bazaar, 75% look for offers on Wednesday, while 12,5 % look on Saturday and Sunday each.

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Why do you prefer Food Bazaar instead of a Kirana Store? Variety Special Offers Glamour and entertainment Any other reason

VARIETY SPECIAL OFFERS GLAMOUR AND ENTRTNMENT OTHER REASON

NO. OF PEOPLE 35 20 6 14 Table 1.6

PERCENTAGE 46.67 26.67 8 18.66

Variety Special Offers Glamour and Entertainment Other reasons

Figure 1.5 46.67% people come to Food Bazaar because of its USP (Unique Selling Proposition) of a variety of things being available under one roof. People coming to Food Bazaar for special offers form 26.67% of the total number of people surveyed. 8% of the people come to Food Bazaar because of its Glamour and Entertainment factor. While the other 18.66% come due to other reasons like Food Bazaar outlet being near their home or workplace, the quality that Food Bazaar offers and the employee coupons they get from their offices.

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On which products do you look for offers the most? And what did you buy today? Cereals and Pulses Fruits / Vegetables Detergents/ Soaps Oil Sugar Tea/ Health Drinks Packaged food Other NO. OF PEOPLE LOOKING FOR OFFERS 21 10 21 20 13 10 9 8 Table 1.7 NO. OF PEOPLE PURCHASING 34 23 35 32 29 22 11 22

CEREALS/PULSES FRUITS/VEGETABLES DETERGENTS/SOAPS OIL SUGAR TEA/ HEALTH DRINKS PACKAGED FOOD OTHERS

35 30 25 20 15 10 5 0 Offers Purchase

Figure 1.6 Maximum purchase is done on products whose promotional offers in the newspapers are not seen by the customers

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FINDINGS

The percentage of people coming to Food Bazaar after seeing the offers (20%) is relatively less as compared to those coming because of the need to buy something (72%). Hence, Food Bazaar has established itself as a brand and the promotional offers are not the driving force for people to shop at Food Bazaar on Wednesdays. Though more number of people prefer coming to Big Bazaar on Wednesdays, 57.33% of them, do not look at the promotional offers in the newspapers. In the remaining 42% of the people, 75% look for offers on Wednesdays while the others prefer the weekends. 46.67% of people coming to Food Bazaar on Wednesdays came because of the large variety of products available under one roof, while only 26% gave importance to the offers on the products. Figure 1.6 clearly states that the number of people actually making purchases is more than the people who look for the offers of those products on Wednesdays.

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SUGGESTIONS

As seen above, Food Bazaar is a well established brand. The public knowledge of the Wednesday sale is also fairly good. However, the promotional advertisements in the newspapers play a very miniscule role in influencing the consumers choice to shop at Food Bazaar on Wednesdays .Some of the reasons for this areThe placement of the products on the layout of the page is cluttered. The design needs to be made contemporary and peppier. There is nothing eye-catching about the advertisements. The marketing team can strike deals with companies like HLL and P&G to advertise their new launches along with the routine Wednesday advertisement. For example- If Colgate is launching Colgate Flax; Food Bazaar can advertise the product in their Wednesday promotional advertisements for a subsidized rate. This will help food bazaar offers to get greater visibility. The key communication of Isse sasta aur accha kahin nahi works well for them, however it doesnt speak to a specific target audience. Housewives, who generally are more likely to shop on Wednesdays as compared to working people, should be kept in mind while communicating. Using Vidya Balan as the brand ambassador works because of her coy appeal; however Food Bazaar needs to find ways to cash on it. Offers on same products are advertised every Wednesday .Hence, the consumers do not find any surprise value in the promotional advertisements. Some of the consumers provided insights that they look for ads during big sales like the ones during festivals and public holidays. Hence the combination of products that are advertised should be revamped and changed every Wednesday, so that the consumer looks forward to the discounts available every week. This may lead to increase in the sales on Wednesdays. Food-bazaar only advertises in Bombay Times. It should work on a combination of advertisement in other dailies like Hindustan Times and Mumbai Mirror.

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CONCLUSION

To study the impact of prominent promotional advertisements of Food Bazaar (BigBazaar) in the local dailies on the buying pattern of the consumers. By the above research it is proved that the promotional advertisements on Wednesdays are not the only driving force for consumers to shop at Food Bazaar on the same day.

Webliography:
http://www.slideshare.net/sandheyr/retail-formats-of-big-bazaar en.wikipedia.org/wiki/Big_Bazaar http://www.marketing91.com/marketing-mix-big-bazaar/ http://www.ilaaka.com/big-bazaar-presents-wednesday-bazaar-hafte-ka-sabsesasta-din-0

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OUR EXPERIENCE

The task that seemed easy at first did turn out to have a lot of twists and turns within its research. Reading, location hopping and patience was all part of our dealing. The research in particular taught us a lot about how we should cope with changing situations and differences in opinions. It helped us better understand the influences of the mass media on different individuals. This learning seemed to be the most important of all considering we will soon step into the world of media. As media students the research taught us to be a little more curious and look deep into a subject rather than peep at its surface.

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