A STUDY OF EFFECTIVENESS OF PROMOTIONAL

STRATEGY ATBIG BAZAAR DURING FEBRUARY-MARCH

1. INTRODUCTION ABOUT RETAIL INDUSTRY

The Indian retail industry has emerged as one of the most dynamic and fast-
paced industries due to the entry of several new players. Total consumption
expenditure is expected to reach nearly US$ 3,600 billion by 2020 from US$
1,824 billion in 2017. It accounts for over 10 per cent of the country’s Gross
Domestic Product (GDP) and around 8 per cent of the employment. India is the
world’s fifth-largest global destination in the retail space.

MAJOR RETAILER IN INDIA

 PANTALOON
 TATA GROUP
 RPG GROUP
 RELIANCE GROUP
 A V BIRLA GROUP

BIG BAZAAR
Pantaloon is the biggest retailer 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. In 2001, Pantaloon launched
country’s first hypermarket “BIG BAZAAR”.
Company Profile:
Type: Subsidiary of Pantaloon Group
Founded:2001.
Headquarters: Mumbai, India.
Industry: Retail
Parent: Pantaloon Group.
Owner: Kishore Biyani.
Slogan: Is se sasta aur accha kahi nahin

BIG BAZAAR
BigBazaar is an Indian retail store that operates as a chain of hypermarkets,
discount department stores, and grocery stores. The retail chain was founded by
Kishore Biyani under his parent organisation Future Group, which is known for
having a significant prominence in Indian retail and fashion sectors.

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VISION:“TO EMERGE AS THE BEST AND THE MOST PROFITABLE
RETAILER IN INDIA”.
MISSION: “TO SPREAD HIS COMPANY TO BE THE FINEST AND
THE MOST PREFERED CHAIN RETAILING”.
MARKETING MIX (4P’s)
PRODUCT MIX

APPARELS: Denim &shirts, Fabrics. Formal Wear, Casual Wear

FURNITURE: Dinning Table, Bedroom Accessories, Hall Accessories

(Sofa sets, chairs, Tv unite etc.)

HOME DÉCOR: 1) Flower vase, artificial flower, Religious gift, Table

Stand, Photos, Frames, Painting, Birthday item, Carpet, Door mat etc.

HOME CARE: Shampoo, Detergent, Soaps, Liquid Wash, toothpaste,

personal care, lotions, Deodorants, beauty products, Bathroom accessories
(towel stand, dustbin, wiper, washer) etc.
GROCERY: Cereals, rice, vegetables, biscuits, Pulses, Snacks, Ready to eat
products etc
CHILL STATION: Soft Drink, Packed juice, Milk Items, Frozen Foods

FARM PRODUCE: Fruits, Vegetables, Imported Fruits, Dairy Products

etc
PRICE MIX
The pricing objective at Big Bazaar is to get ³Maximum Market Share. Pricing
at Big Bazaar is based on the following techniques:

 Value Pricing (EDLP - Every Day Low pricing):

Big Bazaar promises consumers the lowest available price without coupon
clipping, waiting for discount promotions, or comparison shopping.

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  Promotional Pricing:

Big Bazaar offers financing at low interest rate. The concept of psychological
discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Big Bazaar
also caters on Special Event Pricing

 Differentiated Pricing:
Differentiated pricing i.e. difference in rate based on peak and non- peak hours
or days of shopping is also a pricing technique used in Indian retail, which is
aggressively used by Big Bazaar. e.g. Wednesday Bazaar

 Bundling
It refers to selling combo-packs and offering discount to customers. The
combo- packs add value to customer and lead to increased sales. Big Bazaar
lays a lot of importance on bundling. 3 Good Day family packs at Rs 60(Price
of 1 pack = Rs 22)5kg oil + 5kg rice + 5kg sugar for Rs 599

PLACE MIX
 Initially Identifies Future/Potential development areas.
 Acquire such areas at an early phase before the estate value
 Located at high traffic area.
 Design to look crowded

PROMOTION MIX
 “Saal ke sabse saste 3 din”
 Future Card (3% Discount)
 Advertising (Print ads, TVS ads, Radio)
 Brand Endorsement by M.S. Dhoni& other big celebrities
 Exchange Offer
 Weekend Discount
 Point of Purchase Promotion

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 CUSTOMER SERVICE WITH REFERENCE TO BIG
BAZAAR
Customer service is the provision of service to customer before, during
and after a purchase. According to Turban “Customer service is a series
of activities designed to enhance the level of customer satisfaction – that
is, the feeling that a product or service has met the customer expectation”.

Its importance varies by product, industry and customer, defective or

broken merchandise can be exchanged, often only with a receipt and
within a specified time frame. Big Bazaar will often have a desk or
counter devoted to dealing with returns, exchanges and complaints, or
will perform related functions at the point of sale; the perceived success
of such interaction being dependent on employees “who can adjust
themselves to the personality of the guest.”

Customer service plays an important role in an organization ‘s ability to

generate income and revenue. From that perspective, customer service
should be included as a part of an overall approach to systematic
improvement. A customer service experience can change the entire
perception a customer has of the organization.

CUSTOMER SEGMENTATION OF BIG BAZAAR

 Big Bazaar target higher & upper middle-class customer

 The large and growing young working population is a preferred
customer segment.
 Big Bazaar specially targets working women & home markets who
are the primary decision maker.

BIG BAZAAR USES 8 GOLDEN RULES TO DEAL WITH

CUSTOMER SERVICES
 Answer the phone
 Don’t make promise unless you will keep them
 Listen to your customer
 Deal with complaints
 Be helpful

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  Train your staff to be always helpful, courteous and
knowledgeable.
 Take the extra step
 Throw in something extra.

OFERS DURING FEB TO MARCH 2019 IN BIG BAZAAR

Every day low value price strategy

Fig 1.1 Every day value offer

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 Fig 1.2 Every day value offer

THE GREAT EXCHANGE OFFER

Fig 1.3 The great exchange offer

Big Bazaar Exchange Value for Old Products:

 Old Newspaper – ₹50/kg

 Old Clothes (Including Bedsheet, Towels, soft toys, Men’s Jacket) –
₹100/kg
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  Old TV – ₹5000/Piece
 Old Refrigerator – ₹5000/Piece
 Old AC – ₹5000/Piece
 Old Washing Machine – ₹3000/Piece
 Old Computer/Laptop – ₹4000/Piece
 Old Microwave/Oven/OTG – ₹3000/Piece
 Old Mobile Phones – ₹5000/Piece
 Old Electronics/Small Appliances – ₹1000/Piece
 Old Bed – ₹3000/Piece
 Old Sofa – ₹1000/Piece
 Old Furniture – ₹100/kg
 Old Utensils – ₹300/kg
 Old Plastics – ₹100/kg
 Gas Stove – ₹500/Piece
 carpet – ₹500/Piece
 Doormat – ₹50/Piece
 Old Mattress – ₹1000/Piece
 Pillow – ₹50/Piece
 Old Luggage – ₹200/Piece

TERMS & CONDITION

More Details of This Big Bazaar Exchange Offer

 “The Great Xchange Program” is applicable from 16th February 2019

till 24th March 2019 (inclusive both days) (hereinafter referred to as
“Xchange Period.
 Xchange Coupon issuance is from 16th February 2019 to 17th March
2019 & Coupon Redemption is from 16th February 2019 to 24th
March 2019.
 Xchange coupon will be issued during Xchange Period at all Big
Bazaar stores, select Big Bazaar Gen-NXT Stores, Hyper city stores
and select Food Bazaar stores.
 Redemption of Xchange Coupons will be valid only during Xchange
period at all Big Bazaar, select Big Bazaar Gen-NXT, select Food
Bazaar and select Hyper city stores.
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 Value of junk/scrap will be issues only in the form of Xchange
Coupons
 Once scrap is exchanged for Xchange coupons, customer cannot
reclaim scrap under any circumstances.
 No cash/credit note/Gift Voucher/ other mode of payment shall be
issued in exchange of junk/ scrap/ old merchandise. Xchange coupons
are non- transferable and cannot be exchanged in lieu of Cash/
Cheque/ GV or any other mode.
 Old merchandise to be exchanged must have resale value. Future
Retail Limited (FRL) and/or representative at its own discretion reject/
accept junk/scrap from customers at select stores and decide the value
of junk/ scrap and the value Xchange coupons. No dispute or
correspondence in this regard shall be entertained.
 The customer must ensure that s/he receives a Weight Measurement
Coupon (hereinafter referred to as “WMC”) with duly filled in details
like their name & mobile/ telephone no., type & quantity of junk,
Xchange value of junk, store stamp, staff name & signature and date in
exchange of scrap submitted.
 Customer must ensure that the WMC is preserved carefully for
collection of Xchange coupons. FRL shall not be responsible in case of
any damage, loss, wear and tear, etc. to the WMC and will result in not
issuing Xchange coupons in lieu of said WMC by FRL.
 Photocopies of WMC shall not be accepted for issuance of Xchange
Coupons.
 Xchange coupons shall be redeemed in full; partial redemption is not
allowed.
 Xchange coupon cannot be clubbed with any other voucher/coupon.
No two vouchers can be clubbed together.
 No two offers can be clubbed together.
 FRL may pick up junk from the location of customer at its sole
discretion and no dispute in this regard shall be entertained by FRL.
 Upon miss call from customer, IVR call back/ SMS from Company/
FRL may get delayed due to network error/ issue.

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 REVIEW OF LITERATURE

According to Kotler (2003), Sales Promotion is a key ingredient in marketing

campaigns and consists of a diverse collection of incentive tools, mostly short
term designed to stimulate quicker or greater purchase particular products or
services by consumers.

Copulsky and Wolf (1990) argued that relationship marketing involves

advertising, sales promotion, direct Marketing and Public relation so as to attain
effective and efficient consumer contact.

Merlin (1996) also have highlighted that relationship Marketing would be

effective only if it uses promotion, communication and customer management
to identify and build customer changing needs.

Bejou (1998) analyse the effects of customer satisfaction on relationship

marketing with respect to marketing mix.

Kotler (2000) declares that the most essential thought to accomplish high store
loyalty is for firms to convey high client esteem. Store loyalty is viewed as one
of the significant drivers of achievement.

Bloemer.J (2002) in his paper discussed about the importance of trust and
commitment on customer satisfaction and loyalty.Marketing strategyhas been a
salient focus of academic inquiry since the 1980s, according to(Mavondo 2000).
There are numerous definitions of marketing strategy in the literature and
suchdefinitions reflect different perspectives (Li et al 2000).

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3SIGNIFICANCE OF RESEARCH

 Consumer always looking for ways to save money, and they prefer to buy
from stores that offer the best deals. To attract and retain them company
offers such things to them.
 Increases sales: - When you offer discounts, specials or coupons, you
will draw more respondents to your store. Increased traffic will typically
lead to an increase in sales.
 Enhance brand Awareness:-Offering discounts and special deal is
an effective way to gain consumer attention. Depending on how you
advertise your discounts, you may be able to make your business known
to a lot of respondents.
 Free Up Storage Space: - Some of your products may have been
sitting in your store for a long time. By offering them at discounted
prices, you will be able to sell them more easily and make room for new
products. The best way to get customers to buy your discounted items is
to place them at the front of your store or other conspicuous locations.
 Improve Reputation: - Offering discounts can also help enhance the
reputation of your company. If you offer discounts or coupons to senior
citizen, military personnel and needy respondents, your business will gain
recognition as a socially responsible organization.
 Meet sales goal: - Most businesses have sales goals, and they need to
meet those goals in order to remain profitable. If you think that your
business is not going to reach its sales goals, you can try to boost sales by
offering discounts.
 Choosing the right time to offer discounts can make a big difference in
the success of your promotional strategy.
 With proper planning and timing, it can drive your business to new
heights of success.

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3.1 RESEARCH PROBLEM
 It is very important for any company to know how the customer perceive
their products, services or the organization as a whole.
 To understand relevance of that offer and also how positively or
negatively it making an impact on consumer buying behaviour.
 To understand the suitable time period and duration for the offer to be
floated.
 Promotional activity done by company just to attract the customer and
induce them to make purchases.

3.2OBJECTIVESOF STUDY
 To test the effectiveness of the communication of the offers to the
customers.
 To test the awareness level among public with respect to offers at big
bazaar.
 To test promotional strategy and its effect on the organization.
 To test promotional strategy and its impact on the sales of the
organization during this period.
 During promotional scheme very little attention is given towards the
sectional profitability and the impact thereof on the marketing strategies.
 To know the consumer behaviour in retail industry with reference to big
bazaar.
 At which section consumer pays more attention or we can say the profit
maker during offer time like as grocery, apparels, appliances etc.
 To know how much frequency a consumer visit during offer day rather
than normal day.
 Also, to understand the perception toward prices, product, variety, the
shopping experience, parking facility, billing system, promotional offers,
interaction with the sales personnel etc. and weak area here we should
improve.

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3.3SCOPE OF RESEARCH
 This study will help to find out effectiveness of other different offers or
promotional activities carried out by big bazaar on different other
occasion on festive or different month.
 The study can be done on offers proposed by them yearly.
 The study will be used to find out promotional activities effectiveness
with its competitors in retail sectors or for the comparison of offers
offered by them.
 The study will be done on retail industry with its different competitor or
to compare promotional offer month wise proposed by them and
customer response for them.

3.4RESEARCH DESIGN
A research Design is a method and procedure for acquiring information needed
to solve the problem. A research design is a basic plan that helps in data
collection or analysis. It specifies the type of information to be collected, the
source and collection procedure. A good research decision will ensure that the
data collected is relevant to the objectives to be achieved.

Exploratory research design:

Exploratory research focuses on the discovery of the ideas; the major purpose of
this study is to identify the problem. It is used in initial phase of the research.
The broad and vague problem divided into small and precise statements.
Exploratory research is intended to develop initial insight and provide direction
for any other further research needed.
Data source: Primary data (From questionnaire or personal interaction)
Sample plan: Personal Interview
Sample unit: Customer at big bazaar
Sampling Method: Convenience sampling
Sample Size: 135 Customer

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3.5STATISTICAL TOOLS
For data collection
Structured questionnaire
For Data Coding
Different types of scales as per the requirement
For Analysis
MS Excel
Statistical tools
Z- test, CHI- TEST

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 4.DATA ANALYSIS

AGE CHART

AGE CHART

9% 1% 16%
14%

16%
44%

Below 20 21 to 30 30 to 40 40 to 50 50 to 60 Above 60

FIG 9.1 AGE OF RESPONDENTS

DATA
The first criteria respondents were asked to indicate was the agegroup they
belonged to. Respondents were asked to chooseamong four age group
categories, viz., below 20, 21-30, 31-40, 41-50, 51-60, 60 above years. The
agegroups were identified askey factors impacting shopping and purchase
decisions of consumers.
ANALYSIS
From the table, and pie chart depicted above, the distribution of the population
under study is evident. Of the 135 respondents who answered the questionnaire,
44% indicatedthat their ages fell in the category 21-30 years 30% indicated
below 20 & 30-40, 14% indicated 40-50 year, 9% indicated 50-60 and 1%
indicated 60 above.

INTERPRETATION:
By analysing the responses to this question, it identifies the demographics of
the population that visit retail outlets. Thehighest number of respondents falls in
the age group 18-40. It can be deduced that most of the consumers who visit
retail outlets regularly are the youth. They make up almost morethan half of the
population who shop at retail stores.

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 GENDER CHART

GENDER CHART

47%
53%

MALE FEMALE

FIG 9.2 GENDER OF RESPONDENTS

ANALYSIS:
From the survey, from 135 respondent’s female (53%) and male (47%) shows
that female is more attracted towards offers as compare to male.From the
table, and pie chart depicted above, the distribution of the consumers is
evidentof the 135 respondents who answered the questionnaire, 72 were female
and 63 weremale. It is evident from the responses and the subsequent tabulation
that the number of female respondents was higher than that of the male
respondents in the population under study. Female are the major buyers at the
Big Bazaar.

INTERPRETATION:
Another way that retail chains can use the above data is to think new techniques
so thatthey can appeal to the men rather than the women. Since, fewer men
visitretail stores as against women, the companies have a large base of potential
customers. By providing products that are geared towards men and by providing
a shopping experiencethat attract men’s they can increase their loyal customers.

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MARITIAL STATUS

45%
55%

Married Unmarried

FIG N0. 9.3 MARITIAL STATUS OF RESPONDENTS

ANALYSIS:
From the above pie chart depicted through that from 135 respondent 55% are
unmarried and 45% are married. It was clear from the above chart that big
bazaar has many youth visitors so offer should be floated on section where they
focus on mostly.
INTERPRETATION:
The above data shows that as the visitors are unmarried that means most of
them belong to the age group from below 18 to 30 to 35 categories where they
were interested not the household chores related product. But most may be in
apparel, accessories, gadgets & electronic appliances.So offer should be floated
on this section.

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QUE NO.1 WHICH OFFER MAKE YOU VISIT BIG BAZAAR DURING
THIS PERIOD?

10%

38%
25%

27%

WEDNESDAY OFFER THE GREAT EXCHANGE OFFER

SHOPPING REWARDS GIFT CARD

FIG 9.4 OFFERS MAKE RESPONDENTS’ VISIT BIG BAZAAR FEBRUARY- MARCH

ANALYSIS:From the survey of 135 respondent majority of respondent says

Wednesday offer makes them visit big bazaar during this month. Whereas
Big bazaar has done most of its promotions for “The great Exchange offer”
during the period 16th February to 24th March. This also shows respondents
where less interested in this offer.

INTERPRETATION: From the above pie chart it was depicted that most
of the visitor belong to particular age group i.e. from between 20 to 40.
These are the respondents who like to do shopping and as it was shown
major visitors are female so Wednesday offer is evergreen for them for
making purchases regarding groceries or apparel as it was considered afast-
moving consumable goods.

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HYPOTHESIS
Ho: Irrespective of different offers respondent treat each offer equally
H1: Irrespective of Different offers respondent treat each offer differently
TABLE 9.1

OBSERVED EXPECTED

WEDNESDAY OFFER 52 33.75 CHI SQ TEST

THE GREAT EXCHANGE OFFER 36 33.75 P VALUE

SHOPPING REWARDS 34 33.75 4.49272E-05

GIFT CARD 13 33.75
TOTAL 135

CHI SQ value is less than mean significance value i.e. 0.05 hence null
hypothesis rejected. Hence different respondent has different intensity for
promotional offers.

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QUE NO. 2 HOW FREQUENTLY YOU VISIT BIG BAZAAR DURING
THIS OFFER PERIOD?

120

99
100

80

60

40

19
20 13
4
0
ONCE IN A WEEK TWICE IN A WEEK ONCE IN A MONTH TWICE IN A MONTH

FIG 9.5 RESPONDENTS’ VISITED BIG BAZAAR FEBRUARRY TO MARCH

ANALYSIS: From the above bar chart it was depicted that majority of
respondents visits big bazaar once in a month and after that following the
others twice or weekly.

INTERPRETATION:From the survey of 135 respondent majority of

respondent visit big bazaar once in a month.From this I interpret that most of
the customers purchase goods in bulk which leads them tospend a lot. Volume
sales are high in big bazaar. Customers tend to purchase more goodsfrom big
bazaar as it provides goods at a discounted rate. Probably those persons
whospend more in a visit to big bazaar are purchasing on a monthly basis.
Those customerswho are spending very less money that is below Rs 500 are
mostly coming in just to movearound big bazaar and spend time.

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HYPOTHESIS
Ho: Irrespective of offers respondentsdon’t visit big bazaar on promotional
offer time.
H1:Irrespective of offers respondents visit big bazaar on promotional offer
time.
TABLE 9.2

OBSERVED EXPECTED
ONCE IN A WEEK 13 33.75
TWICE IN A WEEK 4 33.75
ONCE IN A MONTH 99 33.75
TWICE IN A MONTH 19 33.75
TOTAL 135

CHI SQ TEST
P VALUE 5.80816E-37

CHI SQ value is less than mean significance value i.e. 0.05 hence null
hypothesis rejected. Hence most of the respondent has visited frequently during
this offer period.

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QUE NO. 3 THE PROMOTIONAL OFFERS AT BIG BAZAAR ARE
ATTRACTIVE AND INDUCE ME TO MAKE PURCHASE? (RATE 1.
STRONGLY DISAGREE TO 5. STRONGLY AGREE)

35% 34%

16%

10%
4%

Strongly disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5

FIG 9.6 OFFERS ATTRACTED & INDUCED RESPONDENTS’ DURING FEBRUARY-

MARCH

ANALYSIS:From the survey of 135 respondent majority of respondent

where neutral 35%about the promotional or marketing strategy used by
them then 34% where feel so it was appealing enough, 16% strongly agree,
10% Disagree with the statement and 4% strongly disagree.
Interpretation: From the survey of 135 respondent and questionnaire fill
by the customer it seems that respondents didn’t get that striking and
appealing effect from the promotional or marketing of the big bazaar. They
should reach out to the customer through new modes by online
advertisement and that too by creating good buzz or contest.
Z test
TABLE 9.3

Mean 3.474074074
Std. Dev. 1.028182207
Std. Err 0.088491835
LCV 2.826556004
UCV 3.173443996
Significant/Not Significant

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 QUE NO. 4 FOR WHICH RANGE OF PRODUCTS/BRANDS YOU
EXPECT PROMOTIONAL OFFERS (PLEASE RANK FROM
SCALE 1 BEING HIGH AND 4 BEING LOW)

500
455
450
400
350 331
293
300 271
250
200
150
100
50
0
GROCERY APPAREL ELECTRONICS FURNITURE
RANK 1 RANK 2 RANK 3 RANK 4

FIG 9.7 RANK OF PRODUCT IN WHICH RESPONDENTS’ EXPECT OFFER

ANALYSIS:From the above responses depicted through bar graph respondents

has ranked grocery as no.1 for getting more and more discount then apparel then
electronics and then furniture.

INTERPRETATION: Respondent has ranked grocery as the first item where

they want more offers followed by the apparel, electronics, furniture.From this I
interpret that some of the products brand are predecidedin advance andfor some
of the products customers don’t at all predecide any brand. Asper electronic
goods are concerned customers predecide the brand as manybrandedelectronic
products are available in big bazaar. The customers predecidesbrands oncloths
and grocery most as big bazaar produces much of local brandsand also have
somewell-known branded products of clothes with it like flyingmachine jeans.
Groceries is the fastest moving consumer good. Retail outlets that
provide groceries andapparels can see a higher rate of turnover and sales
volume.

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 TABLE 9.4

APPAREL ELECTRONICS GROCERY FURNITURE ROW TOTAL

RANK 1 37 36 56 6 135 33.75
RANK 2 54 24 37 20 135 33.75
RANK 3 28 53 27 27 135 33.75
RANK 4 16 22 15 82 135 33.75
COLUMN
TOTAL 135 135 135 135 540
CHI TEST 2.8988E-08 0.000111414 0.00213225 5.42353E-20

HYPOTHESIS

Ho:Respondent want more offers in expensive category item like as

furniture and electronics and less offer in apparel and grocery.

H1: Respondent want more offer in apparel and grocery item and less in
expensive item like as furniture and electronics.

CHI SQ value is less than mean significance value i.e. 0.05 hence null
hypothesis rejected. Whereas in Furniture it is equal to significance value
means respondents are attracted toward cheaper item and less interested in
purchasing expensive product.

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QUE NO.5 EMPLOYEES IN THE STORE HAVE PROPER
KNOWLEDGE ABOUT THE OFFER TERMS AND CONDITION TO
ANSWER CUSTOMER QUERIES? (RATE.1 STRONGLY DISAGREE
TO 5. STRONGLY AGREE)

32%
30%
25%

7%
6%

Strongly disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5

FIG9.8 RESPONDENTS’ PERCEPTION TOWARD EMPLOYEES IN STORE

ANALYSIS: From the above responses it was depicted through bar graph
that 32% Agree that employee in a store have proper knowledge regarding
terms and condition properly whereas 30% are neutral about it 25%
strongly agree, 6% Disagree and 7% Strongly Disagree.
INTERPRETATION: Respondents has said whenever there is a query
related to any offer such as discount or extra 10% off or Buy 1 Get1 kind of
offer customer executive staff clarify their confusion. Respondents find it
difficult to identify which section or in which brand offer was going on.

TABLE NO.9.5
Z-TEST

Mean 3.614814815
Std. Dev. 1.145954501
Std. Err 0.09862806
LCV 2.806689002
UCV 3.193310998
Significant/Not Significant

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QUE NO.6 OFFERS AND DISCOUNTS WHERE SAME AS IT WAS
CONDUCTED WITHOUT ANY HIDDEN TERMS & CONDITION?
(RATE.1 STRONGLY DISAGREE TO 5. STRONGLY AGREE)

40

35
35
30 33
32

25

20
20
15
15
10

0
Strongly disagree Disagree Neutral Agree Strongly Agree

FIG 9.9 RESPONDENTS’ RESPONSE TOWARDS OFFER TERMS & CONDITION

ANALYSIS:From the above responses it was depicted through bar graph

that 35% people are disagree with this statement. 33% are agree, 32%
neutral, 20% strongly disagree & 15% strongly agree.

INTERPRETATION: Respondents feel so big bazaar don’t convey all the

terms and condition properly specially for offer period time, coupon
redemption & cash back.

TABLE NO.9.6
Z-TEST

Mean 2.911111111
Std. Dev. 1.242690069
Std. Err 0.106953732
LCV 2.790370685
UCV 3.209629315
Significant/Not Not Significant

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QUE NO.7 WHICH IS THE CONVENIENT WAY TO RECEIVE
SHOPPING REWARDS AT BIG BAZAAR DURING OFFER PERIOD?

16%

Profit Club
43%
Future Pay
Pay Back
41%

FIG 9.10 RESPONDENTS’ CONVENIENT WAY TO RECEIVE SHOPPING

REWARDS

ANALYSIS:
From the above pie chart depicted that respondent think Pay back 43% as
the convenient way to receive shopping rewards, 41% says Future Pay &
16% Profit Club.

INTERPRETATION:
PAYBACK Customers can have greater choice in earning and redeeming
their rewards.PAYBACK Membership comes at no cost and offers a host of
benefits. Members earn and redeem PAYBACK Points at over 100+ in-
store and offline partner brands. Points can be earned by booking movie
tickets, fuelling up vehicle, for shopping at a variety of online shopping
websites, buying groceries, publishing reviews, shopping for apparel and a
lot more. Earned points can further be redeemed for rewards at the
PAYBACK Rewards e-Catalogue or for refuelling the vehicle, booking
travel and a lot more. This provide ease, variability and flexibility for the
redemption of such rewards. Future pay has use only on some selected
outlet and cashback was given on monthly instalment basis kind. Profit club

26
terms and condition likeProfit Club card where you make initial deposit of
Rs 10, 000 and you are promised shopping of Rs 12, 000 (Rs 1, 000 per
month), shopping beyond Rs 1000, you have to pay separately. Also, its
initial amount for deposit is high which was unaffordable.
HYPOTHESIS
Ho:Irrespective of offer period respondent think all method are convenient
to receive shopping rewards.

H1:Irrespective of offer period respondent think different method are

convenient to receive shopping rewards.

TABLE NO.9.7

OBSERVED EXPECTED
PROFIT CLUB 21 45
FUTURE PAY 56 45
PAY BACK 58 45
AVERAGE 45

CHI SQ TEST 6.62403E-05

CHI SQ value is less than mean significance value i.e. 0.05 hence null
hypothesis rejected. People like pay back as most convenient way to
receive rewards.

27
 QUE NO.8 WHICH SECTION YOU FOCUSED ON DURING THIS
OFFER PERIOD?

1%9% APPLIANCES
29%
APPARELS & ACCESSORIES
ELECTRONICS
40%
GROCERY
21% FURNITURE

FIG NO.9.11 RESPONDENTS’ FOCUS ON SECTION DURING OFFER PERIOD

DATA:
Consumers approached were asked to indicate the types of products they mostly
shoppedat Big Bazaar. The types of products presented were Appliances,
Apparels &Accessories, Electronics, Groceries andFurniture. These products
were identified by observation and interview as the most popular products that
consumers shop for frequently.

ANALYSIS:
From the pie chart depicted above, the product frequently shopped by the
consumers is evident. Of the 135 respondentwho answered the questionnaire
indicated that 40% shop for the apparel, 29% shop for the grocery, 21% for
electronics, 8% appliances. 1% furniture.

INTERPRETATION:
The high no. of response indicated that large number of respondents had
focused on apparel section and secondly on grocery section to gain more and
more discounts.

28
HYPOTHESIS:
Ho:Respondent focused on each section during promotional offer period
equally
H1:Respondent focused on each section during promotional offer period
differently
TABLE NO.9.8

OBSERVED EXPECTED
APPLIANCES 12 27

APPARELS & ACCESSORIES 55 27

ELECTRONICS 28 27
GROCERY 39 27
FURNITURE 1 27

AVERAGE 27
CHI TEST 6.6824E-14

CHI SQ value is less than mean significance value i.e. 0.05 hence null
hypothesis rejected. Hence people focused on each section during this offer
period.

29
QUE NO.9 WHAT IS YOUR OVERALL SATISFACTION RATE
DURING THIS OFFER PERIOD AT BIG BAZAAR? (RATE.1
STRONGLY DISAGREE TO 5. STRONGLY AGREE)

45

40
41 40
35

30

25

20 24

15 18

10 12
5

0
Strongly disagree Disagree Neutral Agree Strongly Agree

FIG NO. 9.12 RESPONDENTS’ OVERALL SATISFACTION DURING THIS OFFER

PERIOD

ANALYSIS:
From the above bar graph, it was depicted that 41% respondents are neutral,
40% respondents are Agree, 24% respondents are strongly agreed, 18%
Disagree & 12% Strongly disagree.

INTERPRETATION:
Most of the people where neutral because they didn’t participate in on
going offer during this offer period.

TABLE NO.9.9

Mean 3.340740741
Std. Dev. 1.179191242
Std. Err 0.101488623
LCV 2.801082299
UCV 3.198917701
Significant/Not Significant

30
 QUE NO.10 WHICH PROMOTIONAL SERVICE YOU LIKE MOST
FROM BIG BAZAAR?

5% DISCOUNT OFFER
9%
COUPONS
8% 39% FREE GIFT CARD
WEDNESDAY OFFER
16% EXCHANGE OFFER
MONTHLY BACHAT BAZAAR
7%
16% WEEKEND OFFER

FIG NO. 9.13 RESPONDENTS LIKE PROMOTIONAL SERVICE MOST DURING

THIS PERIOD

Data:
Consumers were asked to answered that during which offer they shop
most at BigBazaar. The object of this question is to understand the type of
offers which effect thesales of Big Bazaar.
Analysis:
From the table, and pie chart depicted above, the distribution of the consumers
is evident. Ofthe 135 respondents who answered
the questionnaire, 39% customers purchasedecision are affected by Discount
offer16% are influenced byWednesday Bazaar or Free gift card and rest of the
other by weekend, Monthly bachat bazar and another offer.

Interpretation:
By analysing the responses to this question, the offers which influence the
customers most while purchasing at Big Bazaar.Appropriate decisions can be
made keeping these numbers in mind.
We should increase the no. of offers days as we can give fortnightly offers,
andother additional discounts which are not available outside of Big Bazaar, so
that wecan increase loyal customers so that they can influence more respondents
and our customer base can be increased.
Secondly, we can increase our advertisement on electronic media as now
dayscustomers are also influenced by adds on TV, and other electronic media,

31
aboutdifferent offers as many customers are not aware of different offers going
on at BigBazaar.
HYPOTHESIS
Ho:Irrespective of promotional offer period respondents like all the
services
H1:Irrespective of promotional offer period respondents like individual
services

TABLE NO. 9.10

OBSERVED EXPECTED
DISCOUNT OFFER 52 19.2857143
COUPONS 9 19.2857143
FREE GIFT CARD 22 19.2857143
WEDNESDAY OFFER 22 19.2857143
EXCHANGE OFFER 11 19.2857143
MONTHLY BACHAT BAZAR 12 19.2857143
WEEKEND OFFER 7 19.2857143

AVERAGE 19.28571429

CHI TEST 2.52703E-14

CHI SQ value is less than mean significance value i.e. 0.05 hence null
hypothesis rejected. Hence, irrespective of different offer respondents like
individual services.

32
QUE NO.11 WHERE DO YOU GET HEAVY DISCOUNT ON BIG
BAZAAR?

13

THROUGH PROMO CODE

66 THROUGH DEBIT OR CREDIT

CARD

56 THROUGH OFFER OR GIFT CARD

FIG NO. 9.14 RESPONDENTS’ GET HEAVY DISCOUNT ON OFFER PERIOD

ANALYSIS:
As per my study is concerned, out of the total respondents 49% of
respondents get discount on offer or gift card. 41% of them uses credit or
debit card as their mode of paymentand 10% of the respondentslike through
promo code in big bazaar.

INTERPRETATION:
Respondents are attracted toward offer or gift card because of getting more
additional point because after receiving such points they will get return gift
(which was another customer retaining activity)from big bazaar.

33
HYPOTHESIS

Ho:Irrespective of promotional offer respondent treat all payment option

equally to get discount
H1:Irrespective of promotional offer respondent treat all payment option
differently to get discount

TABLE NO.9.11

OBSERVED EXPECTED
THROUGH PROMO CODE 13 45

THROUGH DEBIT OR CREDIT CARD 56 45

THROUGH OFFER OR GIFT CARD 66 45

AVERAGE 45

CHI TEST 2.22211E-08

CHI SQ value is less than mean significance value i.e. 0.05 hence null
hypothesis rejected. Hence, respondents treat all payment discount
differently.

34
QUE NO.12 WHAT COMES TO YOUR MIND WHEN YOU THINK
ABOUT BIG BAZAAR?

4%
21% DISCOUNT
PRODUCT
33%
VARIETY
8%
BRAND QUALITY
OFFER
18%
16% OTHER

FIG NO.9.15 RESPONDENTS’ PERCEPTION TOWARDS BIG BAZAAR

DATA:
Consumer approached were asked about what comes into their mind when
they think about big bazaar. The factor point furnished were: Discount,
product, variety, brand quality, offer & other.

ANALYSIS:
From the pie chart depicted above, the factor points which has highest
number of percentage effecting purchase decision. Of the 135 respondents
who answered the questionnaire, 33% answered as offer, then 21%
discount, 18% variety, 16% brand quality 8% to product and others.

INTERPRETATION:
This question is aimed at understanding what element attracts the consumer
the most. The preference points laid before the respondent have been the
result od observation and interview. The highest response and factor are
offer how interesting the offer is and also respondents are associating offer
with big bazaar.

35
 HYPOTHESIS

Ho: Respondent perception toward all features of big bazaar were same
during this offer period.
H1: Respondent perception toward all features of big bazaar were different
during this offer period.

TABLE NO. 9.12

OBSERVED EXPECTED
DISCOUNT 28 22.33333333
PRODUCT 11 22.33333333
VARIETY 25 22.33333333
BRAND QUALITY 21 22.33333333
OFFER 44 22.33333333
OTHER 5 22.33333333

AVERAGE 22.33333333

CHI TEST 5.7288E-08

CHI SQ value is less than mean significance value i.e. 0.05 hence null
hypothesis rejected. Hence, respondents treat all payment discount
differently.

36
QUE NO.13 HOW DID YOU FIND FOLLOWING QUALITIES OF
STAFF?

100% 95%

90%

80%

70%

60% 55%
50% 52%
50% 45% 44%
39%
40%

30%

20%
9% 11%
10%

0%
Courteousness Grooming Efficiency and Knowledge

FIG NO. 9.16 QUALITIES OF STAFF IN GOOD, AVERAGE AND BAD

ANALYSIS:
From the above bar graph, it was depicted that Courteousness of an
employee was 95%, Grooming 52%, Efficiency & Knowledge 45%.

INTERPRETATION:
As per the observation and my analysis people feel courteousness of the
employees are much better which shows an attentiveness& responsible
approach of an employee towards its customer.

37
 HYPOTHESIS
Ho:Irrespective of different parameters respondent think all qualities of
staff are same
H1: Irrespective of different parameter respondent think all qualities of
staff are different

TABLE NO.9.13

Courteousness Grooming Efficiency and Knowledge

GOOD OBSERVED OBSERVED OBSERVED EXPECTED
AVERAGE 67 53 61 45
BAD 61 70 59 45
7 12 15 45
AVERAGE
45 45 45
CHI TEST
2.89148E-11 2.63191E-09 2.99179E-07

38
 QUE NO.14 HOW DO YOU RATE FOLLOWING THINGS IN
STORE? (RATE.1 STRONGLY DISAGREE TO 5. STRONGLY
AGREE)

HOW DO YOU RATE THE FOLLOWING THING IN

STORE?
64
70 55
60 48 50 45
50 42 42 40
36 36 33 33
40 25
30 19 20 22
20
14 10 16 13 17 13 15 18 15 13 8 18
12
7
10
0
Cashier Checkout Loyalty Parking
Cashier Speed Customer S/D
Interaction counter Program Facility
5 strongly agree 19 16 17 18 15 18
4 agree 36 42 40 36 33 45
3 neutral 55 42 48 50 64 33
2 disagree 14 20 13 22 13 25
1 strongly disagree 10 13 15 7 8 12

5 strongly agree 4 agree 3 neutral 2 disagree 1 strongly disagree

FIG NO. 9.17 DIFFERENT PARAMETER OF STORES

Data:
Consumers were asked to answered that in which operation they want
improvement atBig Bazaar. The objective of this question is to understand the
improvement area at BigBazaar.

Analysis:
From the table, and pie chart depicted above, the distribution of the consumers
is evident.Of the 135 respondents who answered
the questionnaire,45% customers needimprovement in Cashier speed 30%
are not satisfied with the staff knowledge about the product 25% thought
waiting process management is not good at Big Bazaar.

Interpretation:
By analysing the responses to this question, it canidentify the improvement
areas in operations at Big Bazaar.Appropriate decisions can be made keeping
these numbers in mind.We should increase the no. of cashiers atleast on
Wednesday Bazaar, Weekends,Monthly Bachat Bazaar.

Secondly, we can increase sources of entertainment to manage the

waiting processmanagement,we can play good songs so that customers are not
irritated duringwaiting.

39
 TABLE NO.9.14

Mean 3.296296296 3.207407407 3.22962963 3.259259259 3.259259259 3.22962963

Std. Dev. 1.072548048 1.133586939 1.139132563 1.057757152 0.984680894 1.17143069
Std. Err 0.092310238 0.09756363 0.098040921 0.091037241 0.084747838 0.100820701
LCV 2.819071933 2.808775286 2.807839795 2.821567008 2.833894238 2.802391426
UCV 3.171697043 3.181468351 3.182356113 3.169329268 3.157630978 3.187526504
Significant/Not Significant Significant Significant Significant Significant Significant

40
5FINDINGS
 Big Bazaar is undoubtedly number one retailer in India. It has built very
emotional &cordial relationship with its customers
 Store layout should be developed in such a manner that respondents
should get more free space to move around.
 More brands should be offered including increasing sections for men.
 Improvement should be done in their loyalty program.
 Transparency in cash back without any hidden schemes or terms &
condition
 Respondents are attracted toward grocery and apparel for discounts.
 Customer are least interested in Furniture & Electronic Appliances
section so more offer should be floated here and this section to be focused
on.
6CONCLUSIONS
 Promotion is a major factor in any marketing mix that enables producer
and immediate customer to choose any among any product developed to
satisfy the needs of target market.
 Marketing Strategy in big bazaar to increase the footfall of the store
during the weekday. Customers are more attracted towards discount
schemes & sales. So promotional activity should do in a way by keeping
discounts and scheme in mind. Because respondents are taking the great
exchange offer and its term are misleading instead of providing coupons
for redemption, they should give them pay back or discount on next
purchases.
 As there were new concept were emerging like big basket considering to
be a major competitor which is online so big bazaar can also provide
home delivery services to its customer.
 Entertainment units & kids’ zone should be provided in retail stores in
order to cater more customers. The after sales service of retail stores
should be helpful & effective. This after sales service creates loyal
customers base.

41
7RECOMMENDATION
 The company shouldmaintain a good relationship as well as good
publicity; also, company should be clear on defining its term and
condition during promotions.
 Big bazaar should keep offers at time intervals so that there should not be
effect on its regular or on going offers and especially for longer duration,
because offer is the most influencing factor which is responsible
forcustomer purchase decision.
 And they also concentrate on TV advertisement they should show ads
and promotional offers in a regular interval especially during promotional
offer time.
 Most of the respondent feel so there should have more billing counters
during peak hours or offer period duration.
 Customers are very price conscious they are having many options in the
market.Should follow more of high low pricing rather than everyday low
pricing.
 Should go for a weekly coupon system as it holds more of the loyal
customers.

42
8BIBLIOGRAPHY
Reference Books
Copulsky J.R., Wol M.J. (1990). Relationship Marketing position for future.
Journal of Business strategies.
Merlin S, Woodcock N, Wilson M (1996). Managing the change from
marketing planning to customer relationship management. 29(5): 675-683.

Zeithaml V.A, Berry L.C, Parasuraman A (1996). The behavioural

consequences of service quality. Journal of Marketing, 60(2):31-46.

Bejou, David, Ennew, C.T & Palmer. A (1998). Trust, Ethics & Relationship &
Satisfaction, International Journal of Bank Marketing. Vol 16 No 4, PP-190-
175.
Bloemer.J & Odekerten –Schroder, (2002). Retailer Satisfaction & store loyalty
explained by customer & Retailer – Related factors, Journal of Consumer
satisfaction, dissatisfaction & complaining behaviour, Vol 15, No 2, PP 70-91.

Philip Kotler, ‘Marketing Management’, Revised Edition, Prentice Hall of

India, New Delhi, 2006.
Kotler, Phillip. Armstrong, PHI pub.: Delhi, ed. 9.(pp.218 -224,335-353,411-
413,559-561,)
 Websites
 http://www.bigbazaar.co.in

 http://www.pantaloonretail.in/businesses/big-bazaar.html

 http://www.scribd.com/doc/41556853/Bigbazaar-4p-Mix

 http://en.wikipedia.org/wiki/Marketing_management

 http://www.pantaloonretail.in

43
QUESTIONNAIRE
AGE ___ GENDER MALE  FEMALE 
MARITIAL STATUS MARRIED  UNMARRIED 
Q.1 Which offer make you visit big bazaar during this period?
a. Wednesday offer b. the great exchange offer
c. shopping rewards d. Gift card
Q.2 How frequently you visit big bazaar during this offer period?
a. once in a week b. twice in a week
c. once in a month d. twice in a month
Q.3 The promotional offers at big bazaar are attractive and induce me to make a
purchase? (Rate 1. Strongly disagree to 5. strongly agree)
1. 2. 3. 4. 5.
Q.4 For which range of products/brands you expect promotional offers (Please rank from
scale 1 being high and 4 being low)
a. Apparel b. Electronics
c. Grocery d. Furniture
Q.5 Employees in the store have proper knowledge about the offer terms and condition to
answer customer queries? (Rate 1. Strongly disagree to 5. stronglyagree)
1. 2. 3. 4. 5.
Q.6 Offers and Discounts where same as it was conducted without any hidden Terms &
conditions? (Rate 1. Strongly disagree to 5. strongly agree)
1. 2. 3. 4. 5.
Q.7 which is the convenient way to receive shopping rewards at big bazaar during offer
period?
a. Profit club b. Future Pay c. Payback
Q.8 Which section you focused on during this offer period?
a. Appliances b. Apparel & accessories
c. Electronics d. Grocery
e. Furniture

44
Q.9 what is your overall satisfaction rate during this offer period at big bazaar? (Rate 1.
Strongly disagree to 5. stronglyagree)
1. 2. 3. 4. 5.
Q.10 Which promotional service you like most from big bazaar?
a. Discount offer b. coupons
c. free gift card e. exchange offer
d. Wednesday offer f. monthly bachat bazaar
g. Weekend offer
Q.11 Where do you get heavy discount on big bazaar?
a. Through promo code
b. Through Debit or Credit card
c. Through Offer or gift card
Q.12 What comes to your mind when you think about big bazaar?
a. Discount b. Product
c. Variety d. Brand Quality
e. Offer f. Other
Q.13 How did you find following qualities of staff?
a. Courteousness Good  Average  Bad 
b. Grooming Good  Average  Bad 
c. Efficiency and Knowledge Good  Average  Bad 
Q.14 How do you rate the following thing in store? (Rate 1. Strongly disagree to 5.
stronglyagree)
a. Cashier interaction 1. 2. 3. 4. 5.
b. cashier speed 1. 2. 3. 4. 5.
c. Checkout counter 1. 2. 3. 4. 5.
d. Customer service desk 1. 2. 3. 4. 5.
e. Loyalty program 1. 2. 3. 4. 5.
f. parking facility 1. 2. 3. 4. 5.
Q.15 Any suggestion from your side will be
valuable for us.

45