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Introduction.
Retail.
Retailing in India.
Marketing.
Importance of Study.
Research Methodology.
Chapters Scheme.
Review of Literature.
Introduction:
Retailing is one of the world’s largest industries. It is in a
permanent state of change, and the pace of this change has been
accelerating over the last decade. From the marketing perspective,
retailers are, by definition, closer to the consumer than
manufacturing companies. Retailers represent the culmination of
the marketing process and the contact point between consumers
and manufactured products. While retailing has long set buying
decisions as its highest priority and was very focused on the
product assortment, it now follows a more holistic approach to
management and marketing and is seizing the opportunity to be
consumer oriented, engage in the personal contact with customers,
gather information on consumer behaviour and exploit insights
into consumer behaviour and preferences. What was once a simple
way of doing business is transforming into a highly sophisticated
form of management and marketing. Retail marketing consistently
features more efficient, more meaningful and more profitable
marketing practices.
buyer. In the supply chain, retailers come at the end, just before
the consumer.
Retail:
Retail comes from the French word “retaillier” which refers
to "cutting off, clip and divide" in terms of tailoring (1365). It first
was recorded as a noun with the meaning of a "sale in small
quantities" in 1433 (French). Its literal meaning for retail was to
"cut off, shred, paring". Like the French, the word retail in both
Dutch and German, Detailhandel and Einzelhandel respectively,
also refer to sale of small quantities or items. Retailing practice of
accumulation of various marketing practices directed towards
giving the best merchandise available and it consists of the sale of
goods or merchandise, from a fixed location such as a department
store or kiosk.1
Retailing in India:
Today retail, which is derived into organized and
unorganized, is emerging rapidly as a big industry all over the
world and hence, India is also not untouched with this. So there is
a need to know the current and the future trends of retail in India.
The retailing industry in India estimated at Rs 9.30 crore in 2003-
04 is expected to grow at 5 per cent p.a. In line with predictions
made in 2002, organized retailing is well on its way to become a Rs
35,000 crore market by 2005. The size of organized retailing
market stands at Rs. 28,000 crore in 2004, thereby, making up a
mere 3 per cent of the total retailing market. Moving forward,
organized retailing is projected to grow at the rate of 25-30 per
cent p.a. and is estimated to reach over an astounding Rs 1,00,000
crore by 2010. Its contribution to total retailing sales is likely to
rise to 9 per cent by the end of the decade.3
Importance of Study:
As customer's tastes and preferences are changing, the
market scenario is also changing from time to time. Today's market
scenario is very different from that of the market scenario before
1990. There have been many factors responsible for the changing
market scenario. It is the changing tastes and preference of
customer which has bought in a change in the market. Income level
of the people has changed; life styles and social class of people have
completely changed now than that of olden days. There has been a
shift in the market demand in today's world. Technology is one of
the major factors which are responsible for this paradigm shift in
the mark. New generation people are no more dependent on haat
market and far off departmental stores. Today we can see a new era
in market with the opening up of many departmental stores, hyper
market, shopper's stop, malls, branded retail outlets and specialty
stores. In today's world shopping is not any more tiresome work
rather it's a pleasant outing phenomenon now.
Research Methodology:
Research Methodology is the way to solve the problem
systematically. It is an important component of the study.
Methodology involves the research design, data collecting and
sampling technique. Research design indicates the plan of action to
be carried out in connection with proposed objective. Research
Sampling Design:
Type of sampling: Simple random sampling.
Sample size: 650 Customers.
Sample unit / area: Big Bazaar – Ahemadnagar, Pune,
Thane, Nashik and Nagpur.
Tool for data collection: Survey Questionnaire.
Sample Respondents:
Total 650 Big Bazar’s customer respondents are selected on
simple random sample technique from the five districts of
Maharashtra State. One Big Bazar from every district is selected
purposively. The details of samples selection shown in following
table.
Table No.2.01:
Distribution of Sample Respondents (Customers).
Sr. Name of Male Female Total No of
No. District Customers Customers Customers
Respondents
1 Ahemadnagar 65 53 118
2 Pune 77 70 147
3 Thane 73 53 126
4 Nashik 79 53 132
5 Nagpur 72 55 127
Total 366 284 650
Hypotheses:
The following hypotheses were formulated for the study.
1. Adequate infrastructure facilities are not provided by Big
Bazar to its customers.
2. The Customers are satisfied from the behavour of Big Bazar
staff.
3. The tagline " Isse Sasta Aur Accha Aur Kaha" is attracted to
customer for purchasing at Big Bazar.
4. Adequate customer services are not provided by Big Bazar to
its customers.
The study does not say anything about rural buying behavior of
customer because rural norms/status/attitude and acceptance of
the rural customers differs with urban customers. It provides help
to further the research for organized retail sector. It aims to
understand the skill of the company in the area like technological
advancement, competition in management.
Chapters Scheme:
The proposed research work will divided into the following
chapters.
1. Introduction.
2. Research Methodology and Review of Literature.
3. Retail Marketing Scenario in India.
4. Big Bazar: Organization, Management and Administration
Structure.
5. Big Bazaar: Innovative Retail Marketing Practices..
6. Impact of Marketing Practices of Big Bazar on Customers.
7. Conclusions and Suggestions
Review of Literature:
1. Arpita Mukherjee, Nitisha Patel (2005)6 -This study
analyzes the current retail marketplace in India, investigating
current and projected growth across different segments of
retail and evaluating the impact of allowing foreign-direct
investment (FDI), currently not allowed in India. India's
retail sector is positioned to transform from mostly small,
family-owned businesses to large-scale chain retail, and
many international brands are investigating how to enter
India's retail market. The study of the structural, regulatory,
fiscal and other barriers affecting the performance of retail
trade suggests reforms for the removal of such barriers and
provides a timeframe in which the Indian government can
open its retail sector to FDI and the conditions that may be
imposed on foreign retailers if FDI is allowed.
12. Renu V.V. (2011)17 - The Indian Retail Industry is the fifth
largest in the world. Comprising of organised and
unorganised sectors, Indian retail industry is one of the
fastest growing industries in India, especially over the last
few years. Although, initially the retail industry in India was
mostly unorganised. The industry is getting more popular
these days and getting organised as well. With growing,
market demand, the industry is expected to grow at a pace of
25-30 per cent. The Indian retail industry is expected to
reach US $ 450 billion by 2015. This study find out relation
in sales and quote of Isse sasta aur Accha aur kahan. It is
find out from the study that there is an association between
punch line of Isse sasta aur accha kahin nahin, and discount
offered at Big Bazaar. It is concluded that Customer
satisfaction is a direct determination factor in customer
loyalty which in turn is a central loyalty, which in turn is a
central determinant of customer retention.
This study also deals with various retail formats and the
opportunities for the growth of retail industry in India and
also provides some suggestions to overcome the challenges.
Chapter No. 02: Research Methodology and Review of Literature. Page 100
A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015
less time and fast track life the emerging challenge for the
retail in India and in Nagpur city is to maintain the quality in
competitive rate structure.
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Sector with Special Reference to Big Bazaars in Maharashtra State.
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Sector with Special Reference to Big Bazaars in Maharashtra State.
2015
References:
1. Piyali Ghosh, Vibhuti Tripathi and Anil Kumar (2010) -
Customer Expectations of Store Attributes: A Study of
Organized Retail Outlets in India - Journal of Retail &
Leisure Property Vol.9, pp.75-87.
2. Ramesh Olekar and Chanabasappa Talawar (2012) - Study
of Customer’s Opinion and Satisfaction towards Hyper
Market- a case of Big Bazaar Hubli - Indian Journal of
Applied Research, Volume 2, Issue 3.
3. Sujana Krishnamurthy (2012) - Impact of Organized
Retailing on the Unorganized Sector: A Review of the study
- ICRIER, Labor File, Vol.6, Issue.2, pp.45-48.
4. The Bird of Gold - The Rise of India's Consumer Market.
Retrieved from McKinsey and Company. May 2007.
Chapter No. 02: Research Methodology and Review of Literature. Page 103
A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015
5. http://www.ukessays.com
6. Arpita Mukherjee, Nitisha Patel (2005) - FDI in Retail
Sector, India - Academic Foundation, New Delhi.
7. Kishore Biyani (2007) - It Happened in India: The Story of
Pantaloons, Big Bazaar, Central and the Great Indian
Consumer - Rupa Publication, Mumbai.
8. Santosh Kumar Yadav (2009) - Growth And Challenges Of
Retail Market In India - http://www.kln.ac.lk
9. Rajesh Kumar (2010) - A Comparative Study of Marketing
Strategy Reference To 4ps Of Big Bazar And Other Retail
Company - ICFAI University, Jharkhand.
10. A. Pughazhendi and D. Sudharani Ravindran (2010) - A
Study On Impulsive Buying Behaviour And Satisfaction
Towards Retail Outlet In Big Bazaar Coimbatore -
International Journal Of Research In Commerce And
Management.
11. Chandradip Vankar (2010) - A Study on the effective
promotional strategy influences customer for the product of
Big Bazaar and D-Mart - Kadi Sarva Vishwavidyalaya
Gandhinagar
12. Sujith Potu (2010) - Impact Of Visual Merchandising On
Sales At Big Bazaar, Hubli - SCMS Campus, Prathap Nagar,
Muttom, Aluva, Cochin
13. Deepika Jhamb, Ravi Kiran (2011) - Organized retail in
India - Drivers facilitator and SWOT analysis - Asian
Journal Of Management Research, Volume 2 Issue 1, 2011
14. Meera Mathur and Sumbul Samma (2011) - A Study on
Customer Relationship Management Practices in Selected
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Sector with Special Reference to Big Bazaars in Maharashtra State.
2015
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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015
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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015
Chapter No. 02: Research Methodology and Review of Literature. Page 107
A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015
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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015
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