SI.

PARTICULARS PAGE
NO NO.
1. INTRODUCTION
1.1 Introduction 1-3
1.2 Meaning of Rural Reconstruction and Development 3-4
1.3 Research Motivation 4
1.4 Executive Summary about Bengaluru Rural 4-6
1.5 Factor contributing to human development 6-7
2. REVIEW OF LITERATURE 8-14
3. RESEARCH METHODOLOGY
3.1 Need for the Study 15-16
3.2 Objectives of the Study 16
3.3 Scope of the Study 17
3.4 Methodology 17
3.5 Secondary Data 18
3.6 Framework of analysis 19
3.7 SWOT analysis 19-21
4. CASE STUDY
4.1 Overview of the Bengaluru Rural District 22
4.2 Background and Brief Regional History 23-25
4.3 Physiographic divisions and Natural Resource 25-26
Endowments
4.4 Literacy Profile 26-28
4.5 Rural Development Index 28-38
5. FINDIDNGS, SUGGESTIONS AND CONCLUSIONS
5.1 Findings 39
5.2 Suggestions 39-40
5.3 Conclusions 41
BIBLIOGRAPHY 42
TABLE PARTICULARS PAGE
NO. NO.
1. Bengaluru Rural District Profile 24
2. Decadal changes in Rural and Urban Population 26
3. Literacy rate in 2001 and 2011 27
4. Number of School and Anganwadi Toilets Constructed 36

GRAPH PARTICULARS PAGE

NO. NO.
1. Taluk wise Literacy Rates, 2001 and 2011 28
2. Percentage of Households with Access to Drinking Water 34
(2001 and 2011)
 IMACT OF MARKETING MIX STRATEGIES ON ATTRACTING CONSUMERS, A
STUDY AT BIG BAZAAR, BENGALURU

CHAPTER 1

INTRODUCTION

1.1 Introduction

Strategic Management is an ongoing process that evaluates and controls the business and the
industries in which the company is involved; assesses its competitors and sets goals and
strategies to meet all existing and potential competitors; and then re-assesses each strategy
annually or quarterly [i.e. regularly] to determine how it has been implemented and whether it
has succeeded or needs replacement by a new strategy to meet changed circumstances, new
technology, new competitors, a new economic environment, or a new social, financial, or
political environment. Strategic Management can also be defined as the identification of the
purpose of the organization and the plans and actions to achieve the purpose. It is that set of
managerial decisions and actions that determine the long-term performance of a business
enterprise. It involves formulating and implementing strategies that will help in aligning the
organization and its environment to achieve organizational goals.

Strategic Management analyses the major initiatives taken by a company's top management on
behalf of owners, involving resources and performance in internal and external environments.
It entails specifying the organization's mission, vision and objectives, developing policies and
plans, often in terms of projects and programs, which are designed to achieve these objectives,
and then allocating resources to implement the policies and plans, projects and programs.
Strategic Management allows an organization to be more proactive than reactive in shaping its
own future; it allows an organization to initiate and influence activities and thus to exert control
over its own destiny. Many small business owners, chief executive officers, presidents and
managers of many profit and non-profit organizations have recognized and realized the benefits
of strategic management. Historically, the principle benefit of strategic management has been
to help organization formulate better strategies through the use of the more systematic, logical
and rational approach to strategic choice.

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 IMACT OF MARKETING MIX STRATEGIES ON ATTRACTING CONSUMERS, A
STUDY AT BIG BAZAAR, BENGALURU

CHAPTER 2

REVIEW OF LITERATURE
Jain and Talreja (2013) in their study argued that organized retail stores besides enhancing
the quality of their products and services should also focus more on enhancing the various
aspects of retailing like visual merchandise, parking facilities, space in the store. They further
argued that customers buy food products mainly from these convenience stores due to various
air conditioning facilities as compared to other products which don’t require the air
conditioning.

Tiwari and Abraham (2010) according to their study which was carried out in Raipur city to
understand the customer behavior towards shopping malls, they asserted that as more and more
shopping malls are coming up in India, it gets imperative to understand the needs and desires
of the targeted groups so that the products/ services could be delivered accordingly. This will
help the marketers to impose their products in the minds of the customers in the desired way.

Sharma, Shiva Kumar R. (2012) in his study customer attitude towards shopping malls in
Mumbai argued that shopping malls are ideal place for not only buying the products and
services, but also provide an ideal plat form for social interaction among people of all ages.

Singh and Agarwal (2012) revealed in their study that customers are shifting the grocery
shopping preferences from local kirana stores to the organized convenience stores. According
to their study, the two main factors which motivated customers to shift their purchase
preferences were wide brand choices available at these convenience stores and the use of credit
cards for shopping in these convenience stores.

Thakur and Kumar (2014) in their research observed that the various factors which motivate
the customers to buy the products from the shopping malls are large variety of brands, quality
of products, adequate service and availability of new products in the stores.

Research Gap

From the above review of literature, it was found that retail sector in India is one of the major
determinants of the economic growth of the nation. Besides majority of the researchers have
carried out their researches to highlight the role of retail sector in the growth of economy of
the nation. The present study is carried out with the same focus albeit on an incremental basis

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 IMACT OF MARKETING MIX STRATEGIES ON ATTRACTING CONSUMERS, A
STUDY AT BIG BAZAAR, BENGALURU

CHAPTER 3

RESEARCH METHODOLOGY
3. OBJECTIVE OF THE STUDY
 To understand the marketing strategy of Big Bazaar.
 To analyse how well the company’s marketing strategies, attract customers.
 To understand the expectations and requirement of customers. understand how big
bazaar convert CUSTOMERS in CONSUMERS.

METHODOLOGY ADOPTED FOR THE STUDY

 Observing the marketing-mix adopted by the company.

 Preparing a questionnaire and distributing it to the customers of Big Bazaar and
knowing their responses.
 Analysing the responses received.

PRIMARY DATA: Primary data was collected from the feedback of the customers of Big
Bazaar with the help of questionnaire.

SECONDARY DATA: Secondary data was collected from various newspapers, magazines and
internet.

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 IMACT OF MARKETING MIX STRATEGIES ON ATTRACTING CONSUMERS, A
STUDY AT BIG BAZAAR, BENGALURU

References:
1. Puneeet Shweta (2008) - Technology the Heart of Organized Retail - Marketing
Mastermind, May, p.p. 45-48.
2. Kishore Biyani (2007) - It Happened in India: The Story of Pantaloons, Big Bazaar,
Central and the Great Indian Consumer - Rupa Publication, Mumbai.
3. Interview: Kishore Biyani, CEO, Future Group - http://www.bestmediainfo.com
4. Kumar, V., (2010) - Promotional Strategy of Big Bazaar & Maintaining the image in
Retailing. [Online] - http://www.skylinecollege.com
5. Gupta, N., (2010) - Big Bazaar Maha Bachat - http://www.indiasummary.com
6. Pandey Sanjay and Henry Amit Stieve (2013) - A study on customer relationship
management (CRM) with reference to Big Bazaar in Bilaspur City - International
Journal of Management, IT and Engineering, Volume 3, Issue 8
7. Sujith Potu (2010) - Impact Of Visual Merchandising On Sales At Big Bazaar, Hubli -
SCMS Campus, Prathap Nagar, Muttom, Aluva, Cochin
8. Chetan Bajaj et al (2008) - Retail Management - Oxford Publishers, New Delhi.
9. Sunder K Shyama & Ramji (2000) – Coming Closer to the Customer - Indian
Management, December. p.p. 49-51.
10. Banerjee Arindam (2002) - Roadmap for Successful CRM Implementation - Indian
Management, July, p.p. 48-52.