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A

Summer Training Report


On
“SALES PROMOTION AT BIG BAZAAR”

Submitted in partial fulfillment of the requirement for the award of


degree of
Bachelor of Business Administration
Session (2017-2020)

Under the supervision of: Submitted by:


Mr. Sanjeev Chauhan Imamudin
(Human Resourse Manager) BBA 5thSemester
Univ. Roll No. 170003521

GEETA ENGINEERING COLLEGE NAULTHA, PANIPAT, HARYANA

AFFILIATED TO KURUKSHETRA UNIVERSITY, KURUKSHETRA

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ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to MR. SANJEEV CHAUHAN (HUMAN
RESOURCE MANAGER) OF BIG BAZAAR PANIPAT for providing me an internship
for the period of 7 week. This training has not only widened my horizon as far as academics
are concerned but also helped me to enlarge my knowledge bank. It required a deep study and
hard work, which is the key to it success. My training sessions were associated with many
people without whom this training report would not have been possible

First of all I would like to thanks to our DR. PRERNA DAWAR (DEAN ACEDEMICS ) ,
department of management studies GEETA ENGINEERING COLLEGE, PANIPAT for
extending his support and ensuring that all necessary procedures were completed well before
time.

I pay my gratitude and sincere regards to MRS. PARUL SEHRAWAT (ASSISTANT


PROFESSOR,G.E.C.) who set the ball rolling for my report. I am thankful to her and other
staff member for providing me a constant source of advice, motivation and inspiration for
completing my report.

I take the opportunity to express my gratitude and thanks to our computer lab staff and library
staff for providing me opportunity to utilize their resources for the complete of the training
report.

I am also thankful to my family and classmates for constantly motivating me to complete the
training report and providing me an environment which enhanced my knowledge.

IMAMUDIN

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DECLARATION

I,IMAMUDIN studying in GEETA ENGINEERING COLLEGE hereby declare that the


summer training report entitled “SALES PROMOTION AT BIG BAZAAR” has been
prepared by me under the guidance of MR. SANJEEV CHAUHAN, HUMAN
RESOURCE MANAGER OF BIG BAZAR PANIPAT. This after undergoing the training
in the said organization, which is in partial fulfillment for the requirement of bachelor of
business administration.

I further declare that this Report has not been submitted earlier to any other university or
institute for the award of any degree or diploma.

IMAMUDIN

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INDEX

Chapter number Topic Page


number
Certificate

Acknowledgement

Declaration

CHAPTER 1 INTRODUCTION

1.1) Introduction to the Industry 1-8

9-17
1.2) Introduction to the Company
18-28
1.3) Introduction to the Topic
CHAPTER 2 LITERATURE REVIEW 29-32
CHAPTER 3 RESEARCH METHODOLOGY 33-37

CHAPTER 4 ANALYSIS & INTERPRETATION 38-56

CHAPTER 5 FINDINGS, SUGGESTION & CONCLUSION 57-58

5.1) Findings

5.2) Conclusion

5.3)Suggestion
BIBLIOGRAPHY/ REFERENCES 59

ANNEXURE (IF-ANY) 60-62

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LIST OF TABLES

S.No. Description Page No.


1. Number of Respondents in Gender 39
2. Number of respondents in particular Age group 40
3. Respondent’s marital status 41
4. Respondent’s Income per month 42
5. Respondents frequently visiting Big Bazaar 43
6. Satisfaction level of respondents about the customer services 44
offered
7. Main reasons for coming to the store 45
8. Distance covered by respondents while coming to the store 46
9. Medium of advertisement customers respond to 47
10. Most liked section of the store by the customers 48
11. Customers making purchase from sources other than Big 49
Bazaar
12. Average amount of expenditure spend by the customers in 50
the store each time they visit
13. Sales promotional activity attracting more customers 51
14. Thinking about the prices of the products 52
15. Thinking about the approach of sales representative 53
16. Promotional activities need improvement in Big Bazaar 54
17. Most liked promotions 55
18. Opinion about the sales promotion activities carried by the 56
company
19. Rating given to the store 57

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LIST OF GRAPHS

S.No. Description Page No.


1. Showing respondents’ Gender 39
2. Showing customer Age groups 40
3. Showing respondents’ Marital Status 41
4. Showing respondents Income Level per month 42
5. Showing respondents frequently visiting Big Bazaar 43
6. Showing respondent’s satisfaction level 44
7. Showing respondent’s main reasons for coming to the 45
store
8. Showing distance covered by the respondents for coming 46
to the Store
9. Showing medium of advertisement customers respond to. 47
10. Showing most liked section of the store by the customers 48
11. Showing customers making purchase from sources other 49
than Big Bazaar
12. Showing average amount of expenditure spend by the 50
customers in the store each time they visit
13. Showing sales promotional activity attracting more 51
customers
14. Showing thinking of the customers about the prices of the 52
products
15. Showing thinking of the customers about the approach of 53
sales representative
16. Showing which promotional activities need improvement 54
in Big Bazaar
17. Showing most liked promotions 55
18. Showing opinion about the sales promotion activities 56
carried by the company
19. Showing rating given to the store 57

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CHAPTER - 1

INTRODUCTION

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1.1 INTRODUCTION TO RETAIL INDUSTRY
Retail is originated by a French word ‘Retailer’, which means to "cut off, clip and divide"in
terms of tailoring (1365). It was first recorded as a noun with the significance of a "sale
insmall quantities" in 1433 (French). The literal meaning for retail was to "shred,cut off,
paring”. Retail is the last stage of any economic activity. By virtue of this fact, retail takes an
important place in the world economy. According to Philip Kotler, Retailingincludes all the
activities which are involved in selling goods and services to the final consumers for personal
and non-business use. A retailer or retail store is any business firm whose salevolume comes
primarily from retailing. These are some business entities in adistribution channel that links
producers to customers. Producers typically makeproducts and sell them to wholesalers or
retailers. Wholesalers resell these products to theretailers and finally, retailers resell these
products to the ultimate consumers to satisfy their needs.Any organization selling goods to
final consumers whether it is a retailer, wholesaler or manufacturer-is doing retailing. It
doesn’t matter how the goods and services are sold. It can be sold by person,mail, telephone,
vending machine, or internet. Also it can be sold in a store, on thestreet, or in the consumer’s
home. So, a Retailer provides value creating functions likeassortment of products and
services to the consumers like breaking bulk, holding inventory and provides services to
manufacturers and wholesalers also.

Retailing broadly involves:

1. Understanding the needs of the consumers

2. Developing good merchandise assortment and

3. Display the merchandise in a proper manner so that shoppers find it easy andattractive to
buy.

Retailing thus, may be understood as the last step in the distribution of merchandise, for
consumption by the final consumers. Simply, any firm that sells goods to the final user is
performing the function of retailing. It thus consists all the activities which are involved inthe
marketing of goods and services directly to the consumers, for their personal, family
orhousehold use. In an age where customer is the king of the market and marketers are
focusing oncustomer delight, retail may be redefined as the initial point of customer contact.

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The distribution of finished goods begins with the producer and ends at the final consumer.
Between two of them there is a middleman – the Retailer. Retailing is a set of trade activities
that add value to the products and services sold to the consumers for their personal, family
and household use. Often retailing is being thought as the sale of goods inthe stores, but
retailing also includes the sales of services like overnight lodging in a hotel, ahaircut, a car
rental, or home delivery of Pizza. Retailing encircles selling through the internet, the mail,
and door-to-door visits – any channel that could be used to approach theconsumer. Retailing
is responsible for meeting individual demands of consumer with supplies of all the producers.

Retailing has become such an important part of our everyday lives that it is often taken for
granted. The countries which have enjoyed the greatest economic and social progress have
beenthose with a well-built retail sector. The world over retail business is conquered by
smallfamily run chains and regionally targeted stores. Gradually more and more markets in
Western world are being taken over by billion-dollar multinational companies, such asWal-
Mart, McDonald’s, Marks and Spencers, etc. Large retailers have set up
hugesupply/distribution chains, inventory management systems, financing pacts, and large
scalemarketing plans which have allowed them to provide better services to the consumers at
competitive pricesby achieving economies of scale.

RETAILER

A retailer is a person, agent, agency, company, enterprise or organization, which acts as an


instrument inreaching the goods and services to the ultimate consumer. Retailers are the
finalbusinessman of the distribution channel that links manufacturer to consumers. Retailers
performspecific activities such as developing assortments ofproducts, anticipating
consumer’s wants, acquiring market information, and financing. A retailer performs certain
valuecreating functions

1. Providing an assortment of products and services


2. Breaking Bulk
3. Holding Inventory
4. Extending services

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Manufacturers

Wholesaler

Retailer

Customer/End
consumer

Fig 1: Product supply chain

RETAIL CONCEPT

The retailing concept is essentially a customer oriented, company-wide approach to develop


and implement a marketing strategy. It provides guidelines which must befollowed by all the
retailers irrespective of their channel size, design, and medium of selling.

The retailing concept covers the following four broad areas:

1. Customer orientation

The retailer makes a deep study of all the needs of customer and attempts to satisfy that
needs.

2. Goal orientation

The retailer has clear cut goals and devise strategies to achieve that goals.

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3. Coordinated effort

Every activity of the firm is united to the objective and is designed to increase itsefficiency
and deliver value to the consumer.

4. Value driven approach

The retailer offers good value to the consumer with merchandise keeping the priceand quality
suitable for the target market.

CHARACTERISTICS OF RETAILING

Retailing can be differentiated in various ways from other business activities. It hasfollowing
characteristics:

Location is a significant factor in retail business.

It is the only point in the value chain to provide platform for promotional activities.

There is a direct end-user interaction in retailing business.

Sales at the retail level are generally in small sized units.

In most retail business, services are important at core products.

There are a large number of retail units compared to the other members of the valuechain.
This occurs mainly to meet the requirements of geographical coverage andpopulation density.

RETAILING IN INDIA

Retailing in India is one of the main pillars of its economy and accounts for about 22 percent
of its GDP which is a very large share. The Indian retail market is estimated to be US$ 500
billion and one of the top five retail markets in the world by the economic value. India is one
of the fastest growing retail markets in the world, with more than 1.1 billion people.

Organized retailing, in India, refers to trading activities done by the licensed retailers, that is,
those who are registered for income tax and sales tax, etc. These include the publicly traded

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corporate-backed retail chains hypermarkets,and supermarkets, and also the privately owned
large retail businesses.

On the other hand, Unorganized retailing, includes the traditional formats of low-cost
retailing, for example, the local corner shops, owner manned general stores,pavementand
hand cart vendors,paan/beedi shops, convenience stores, etc.

Organized retailing, in 2010 was absent in most rural and small towns of India. Supermarkets
and similar organized retail accounted for just about 4% of the market.

Most Indian shopping takes place in open markets or many small grocery and retail shops.
Consumers usually wait outside the shop, inquire for what they want, and cannot pick or
observe a product from the shelf. Access to the shelf or goods storage area is limited. Once
the customer requests the household or food staple product they are looking for, the
shopkeeper go to the shelf or container or to the back of the store, brings it out and offers it
for sale to shopper. Often the shopkeeper may substitute the good, claiming that it is similar
to the good the consumer is asking for. The product normally has no price label in these small
retail shops; all packaged products must have the Maximum Retail Price (MRP) above which
the product cannot be sold. It is a criminal offence to do so. The shopkeeper can price the
household and food staple products randomly, and two consumers may pay different prices
for the similar product on the same day but never price will be above the maximum retail
price. Price is rarely negotiated between the consumer and the shopkeeper. The consumers
usually do not have time to check the product label, and do not have a chance to make an
informed decision between competitive products.

India's retail and logistics Industry, in combination of Organized and Unorganized, employs
about 40 million Indians (3.3% of Indian population). The typical Indian retail shops are very
undersized. Over 14 million outlets operate in the nation and only 4% of them being greater
than 500 sq ft (46 m2) in size. India has about 11 retail outlets for every 1000 people.
Majority of the unorganized retail shops in Indian economy employ family members.They do
not have the scale to acquire or transport goods at higher volume wholesale level. Thet don’t
have quality control or fake-versus-authentic product viewing technology and have no
preparation on safe and hygienic storage, logistics or packaging. The unorganized retail shops
get their products from a chain of middlemen who mark up the product as it moves from
producer or farmer to the consumer. The unorganized retail shops usually offer no after-sales

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services. Finally, most of the transactions at unorganized retail shops are undertaken with
cash, with all sales being final.

Until the 1990s, regulations prohibited entrepreneurship and innovation in Indian retailing.
Some retails faced problems with over thirty regulations such as "anti-hoarding measures"
and "signboard licenses" before they could open their doors. There are some taxes for
moving goods from states, to states, and even within states in some cases. Producers and
farmers had to go through middlemen monopolies. The infrastructure and logistics were very
poor, with losses more than 30 percent.

Through the 1991s, India introduced extensive free market reforms, including some related to
retail. In 1997, India allowed foreign direct investment (FDI) in cash and carry wholesale.

Between 2000 and 2010, consumers in some Indian cities have gradually started to
experience the choice,quality, convenience and benefits of organized retail industry.

As of 2003, India's retailing industry was basically owner manned small shops. In 2010, large
format convenience stores and supermarkets accounted for about 4-5 percent of the industry,
and these were present only in great metropolitan centers. India's retail and logistics industry
employs more than 40 million Indians (3.3% of the Indian population).

Until 2011, Indian central government did not allowed Foreign Direct Investment (FDI) in
multi-brand retail, disagreeing foreign groups to have any ownership in retail outlets,
supermarkets, or any convenience stores. Also ownership in single-brand retail was limited to
51% and bureaucratic process.

In November 2011, India's central government introduced retail reforms for both multi-brand
stores and single-brand stores. These market reforms covered the way for retail
modernization and competition with multi-brand retailers such as Carrefour, Walmart, and
Tesco, as well single brand majors such as Nike, IKEA, and Apple. The announcement
sparked intense activisem, both in opposition and in support of the reforms. In December
2011, opposition pressurized the Indian government and it positioned the retail reforms on
hold till it reach a consensus.

In January 2012, India gave permission to reforms for single-brand stores welcoming anyone
in the world to invest in Indian retail market with 100% ownership, but imposed the

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obligation that the single brand retailer source at least 30 percent of its goods from India.
Indian government continues to hold on retail reforms for multi-brand stores.

In June 2012, IKEA had applied for permission to invest $2 billion in India and set up 25 new
retail stores. An analyst from Fitch Group declared that the 30 percent obligation was likely
to significant delay if not prevent most single brand majors fromUSA, Europe and Japan
from opening new stores and creating the associated jobs in India.

On 14 September 2012, the government of India announce the opening of Foreign Direct
Investment (FDI) in multi-brand retail, subject to approvals by individual states.This
conclusion was welcomed by the markets and the economists, but caused protests and an
disturbance in India's central government's political alliance structure. On 20 September
2012, the Government of India formally notified the Foreign Direct Investment (FDI) reforms
for single and multi brand retail, which has made it effective under Indian law.

The Federal Government of India,On 7 December 2012, allowed 51% FDI in multi-brand
retail in India. The government managed to get the agreement of multi-brand retail in the
parliament despite heavy upheaval from the opposition (the NDA and leftist parties). Some
states will permit foreign supermarkets like Walmart, Tesco and Carrefour to open while
other states will not.

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1.2 INTRODUCTION TOTHE COMPANY

COMPANY PROFILE

Future Group Limited is a leading retailer in India that operates multiple retail outlets in both
the value and lifestyle segments of the Indian consumer market. It is headquartered in
Mumbai and operates over 11 million square feet of retail space. The company has over 1000
stores across 240 cities in India and employs more than 35,000 people.

The company’s leading formats are Pantaloons, a chain of fashion outlets, Big Bazaar, an
Indian hypermarket chain, Food Bazaar, the supermarket chain, which blend the look and feel
of the Indian markets and Central, a chain of huge destination malls. Its other formats include
a Depot, a Shoe Factory, Brand Factory, Blue Sky, the Fashion Station, Mobile Bazaar and
Star Sitara – the Beauty clinic. The company also provides an online portal,
Futurebazaar.com.

Pantaloon Retail, a unit of Future Group, was awarded as the ‘International Retailer’ in the
Year 2007, by the US-based National Retail Federation and asthe ‘Emerging Market Retailer’
in the Year 2007 at the World Retail Congress held in Barcelona. Pantaloon Retail is the
flagship company of Future Group that cater to the entire Indian consumption space.

Future group’s subsidiary companies include the Home Solutions Retail India Ltd, the
Pantaloon Industries Ltd, the Galaxy Entertainment and the Indus League Clothing.

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Big Bazaar is the chain of departmental stores in India, currently having around 500 outlets.
It is owned by the Future Group. It works on the same model as Wal-Mart and has been
extremely successful in many Indian cities as well as small towns. The idea was pioneered by
an entrepreneur Mr. Kishore Biyani (CEO of Future Group). Currently Big Bazaar stores are
situated only in India. It is the fastest growing chain of departmental stores and aims at
having near 2000 stores in the next few years.

Big Bazaar has changed the way of shopping in India and is so much more than a
hypermarket. Here you will find more than 170,000 products under a roof that cater to every
need of a family, making Big Bazaar India’s favourite shopping destination.

At Big Bazaar, you will get the best products at best prices—this is our guarantee. From
apparel to general products like plastics, home furnishings, utensils, crockery,car accessories,
cutlery, sports goods, computer accessories, books and music, and many more products. Big
Bazaar is the place where you get products available at prices lower than MRP, setting a new
level of standard in price, quality and convenience. If you are a brand conscious buyer who
wants good clothes at reasonable prices, Big Bazaar is the place to be. Leveraging on the
company’s inherent strength of fashion, Big Bazaar has created a strong value-for-money
proposal for its customers. This shows the singularity of Big Bazaar as compared to existing
supermarkets, which principally revolve around food, groceries and general products.

Big Bazaar has clearly arrived as the favorite shopping destination for millions of the
customers, across the country, its success is a true evidence to the emotional bonding it has
established with the Indian shopper, on account of its value for money, value
offerings,service levels and inspirational appeal. We believe that Big Bazaar is the true pan-
Indian model that can enter into most towns in India and can change the way of shopping
everywhere.

“23, 24, 25 and 26 January, 2010... India’s Sabse Sasta Din”

The acceptance and loyalty that Big Bazaar has gathered over the years was well evident on
26 January 2010.

On this day India celebrates its Republic Day; the company honoured the consumer by
calling it the ‘Maha Savings Day’. Customers at all Big Bazaars and Food Bazaar outlets all
over the country were offered products at prices never heard before in the history of
shopping.The offers were spread across categories from electronics to utensils, from apparel

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to food and furniture. This event received a great response from the regular and an entirely
new set of customers, which resulted in nearly 2 million people visiting the stores on that day.

VISION

“Future Group delivers Everything, Everywhere, Every time for Every Indian Consumer in
the most profitable manner, to emerge as the best and the most profitable retailer in India”

MISSION

“We share the vision and belief that our customers and stakeholders will be served only by
creating and executing future scenarios in the consumption space leading to economic
development” “We will be the trendsetters in evolving delivery formats, creating retail realty,
making consumption affordable for all customer segments – for classes and for masses” “We
shall infuse Indian brands with confidence and renewed ambition” “We will be efficient,
cost- conscious and committed to quality in whatever we do. We will ensure that our positive
attitude, sincerity, humility and united determination shall be the driving force to make us
successful”

CORE VALUES

 Indianness: Confidence in ourselves.


 Leadership: to be a leader, both in thought and business.
 Respect and Humanness: to respect every individual and be humble in our conduct.
 Introspection: leading to purposeful thinking.
 Receptivity: to be open and receptive to new ideas, knowledge and thinking.
 Valuing and Nurturing Relationships: to build long term relationsips.

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MAJOR MILESTONES

 2014 First mega food park inaugurated by PM Shri Narendra Modi at Tumkur
Karnatka
 2013 Future Group launches the Big Bazaar online franchisee.
 2012 Launch of Payback: India’s most modern distribution center is inaugurated in
Nagpur.
 2010 Future Group joins hands to modernize supply chain and distribution.
 2008 Big Bazaar crosses the 100-store mark, marking one of the fastest ever
expansion of a hypermarket format anywhere in the world.
 2007 Future Group crosses $1 billion turnover mark. Specialized companies in retail
media, logistics, IPR and brand development and retail-led technology services
become operational.
 2006 Future Capital Holdings, the company’s financial arm launches real estate funds
Kshitij and Horizon and private equity fund Indivision. Plans forays into insurance
and consumer credit. Multiple retail formats including Collection i, Furniture Bazaar,
Shoe Factory, EZone, Depot and futurebazaar.com are launched across the nation.
Group enters into joint venture agreements with ETAM Group and Generali.
 2005 Fashion Station - the popular fashion chain is launched aLL – ‘a little larger’ -
exclusive stores for plus-size individuals is launched.
 2004 - Central – ‘Shop, Eat, Celebrate in the Heart of Our City’ - India’s first
seamless mall is launched in Bangalore.
 2002 - Food Bazaar, the supermarket chain is launched.
 2001 - Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain
launched.
 1997 - Pantaloons – India’s family store launched in Kolkata.
 1995 - John Miller – Formal shirt brand launched.
 1994 - The Pantaloon Shoppe – exclusive menswear store in franchisee format
launched across the nation. The company starts the distribution of branded garments
through multi-brand retail outlets across the nation.
 1992 - Initial public offer (IPO) was made in the month of May.
 1991 - Launch of BARE, the Indian jeans brand.

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NATURE OF BUSINESS CARRIED OUT
➢ Manufacturing

➢ Trading

➢ Service

AWARDS AND RECOGNITION

2016 - IMAGES Most Admired Food & Grocery Retailer of the Year: Effective Technology
Application, Retail Expansion – Increase in store count and retail space

2015 DQ Live Business Technology Award, Digital Transformation Czar 2015,Business


Leadership Award

2014 Asia Pacific HRM Congress 2014, Supply Chain Personality of the Year,Best
Performing Strategic Partner

2013 Global Innovation Awards 2013,EMC Transformers Award 2013,CIO100 Awards 2013

2012 Images Fashion Awards (IFA) 2012, Recognition by CMO Council, USA and CMO
Asia

2011 Retail Supply Chain Excellence Award, CNBC AWAAZ Consumer Awards 2011,
Franchise India Expo 2011

2010 Golden Spoon Awards 2010, Asia's Best Employer Brand Awards

2009 CNBC Awaaz Consumer Awards 2009, Images Fashion Forum 2009, Coca-Cola
Golden Spoon Awards 2009

2008 Indian Retail Forum Awards 2008, The INDIASTAR Award 2008 , Retail Asia Pacific
500 Top Awards 2008, Coca-Cola Golden Spoon Awards 2008, The Reid & Taylor Awards
For Retail Excellence 2008

2007 Images Retail Awards, National Retail Federation Awards, World Retail Congress
Awards, Hewitt Best Employers 2007, PC World Indian Website Awards Reader’s Digest
Trusted Brands Platinum Awards 2

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2006 Retail Asia Pacific Top 500 Awards, Asiamoney Awards, Ernst & Young Entrepreneur
of the Year Award, CNBC Indian Business Leaders Awards, Lakshmipat Singhania – IIM
Lucknow National Leadership Awards, Images Retail Awards , Readers’ Digest Awards ,
CNBC Awaaz Consumer Awards, Reid & Taylor Awards for Retail Excellence

2005 Images Retail Awards 2005, DAKS London

2004 Images Retail Awards 2004, Reid & Taylor and DLF Awards

2003 Indian Express Award

2002 Food Bazaar, the supermarket chain is launched.

2001 The Big Bazaar stores launched within a span of 22 days in Kolkata, Banglore and
Hyderabad.

PASSION FOR RETAIL

At Big Bazaar, Empowerment is what you procure and Freedom at Work is what you get.
They believe the most valuable resources are then people. With an average age of 26 years,
young spirit and adventurous actions, our skilled & qualified professionals work in an
environment where transformation is the only constant.

Powered with a desire to create record-breaking practices and held together by values, the
work in this public intensive industry is motivated by softer issues. In our world, making a
difference to Customers’ lives is passion and presentation is the key that makes it possible.
Thinking was Out of the Box which has become a way of life at Big Bazaar and living with
the change is now a custom.

Headship is a value that is followed by everyone at Big Bazaar. Leadership is a quality that
encourages us to keep learning, stretching to reach the next challenge, being sure of the
rewards along the way. In the pursuit of creating an Indian model of retailing, Big Bazaar has
taken many initiatives to commence many retail formats that have come to serve as a
standard in the industry. Believing in leadership has given us the confidence to change and be
successful at it. We do not predict the future, but make it.

At Big Bazaar you will get an opportunity to `handle a lot of responsibilities, and therein, the
grooming to play a bigger role in the future. Work is a unique mix of preserving our core
Indian values and yet providing customers with a service, on par with international standards.
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Big Bazaar is not just an organization - it is a body, a centre of development & learning. We
believe that knowledge is the weapon at our disposal and our quest for it is focused,
systematic and untiring.

At Big Bazaar, we take pride in challenging conventions and thinking out of the box, in
travelling on a path which is less traveled. Our corporate doctrine ‘Rewrite Rules, Retain
Values’ is derived from this spirit.

Over the years, the company has speeded up growth through its ability to direct change. A
number of its ground-breaking concepts have now emerged as industry standards. For
instance, the company incorporated backwards into garment manufacturing even as it
extended its retail presence at the front end, well before any other Indian retail company
attempt this. It was the first to introduce the concept of the retail departmental store for the
entire family through Pantaloons in 1997. Future Group was the first to launch a hypermarket
in India with Big Bazaar, a large discounted store that it made specially in Kolkata in October
2001. And the company introduced Food Bazaar to the country, a unique 'bazaar' within a
hypermarket, which was launched in July 2002 in Mumbai. Accepting our leadership value,
the company launched a fashion store in July 2005 in Mumbai, making us the first retailer in
India to open a fashion store for plus size men and women.

Today Future Group is the fastest growing retail company in India. The number of stores is
going to rise many folds year on year along with the new formats coming up.

BIG BAZAAR

The various departments in the store are as follows

• Food bazaar department

• Cash department

• Luggage

• Plastics, Utensils and Crockery

• Appliances

• Footwear

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• New Business Developments

• Ware house / Logistics

• Home Linen

• Administration

• Furniture

• Apparels

• Visual merchandise

• Human Resource

• Maintenance

• Customer Seva Desk 

• Depot

AREA OF OPERATION

Big bazaar a boundless organization, it has branches all over the nation. Big Bazaar is a
hypermarket a subsidiary of Future Retail Limited. This entity has been created by keeping in
mind the growth and the current size of the company’s value retail business, led by its format
divisions, Food Bazaar and Big Bazaar. The company has corporate Head Office at Mumbai
with many regional officers. The company operates around 240 Big Bazaar stores, 200 Food
Bazaar stores, among other formats, in over 240 cities across the country, covering an
operational retail space of over 6 million square feet. Cities where stores are located Agra,
Allahabad,Ahmadabad, Asansol, Ambala, Hubli, Bangalore, Mysore, Bhubaneshwar,
Chennai, Coimbatore, Palakkad, Kolkata, Delhi, Durgapur, Ghaziabad, Gurgaon, Hyderabad,
Indore, Lucknow, Kanpur, Man galore, Mumbai, Nagpur, Nasik, Panipat, Pune, Rajkot,
Surat, Thane, Thiruvananthpuram& Vishakhapatnam.

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OWNERSHIP PATTERN

The Board consists of a whole time Chairman and Managing Director, three whole time
Directors and six part time Directors holding responsible positions with vast and varied
experience. The whole time directors have more than 20 years of experience in retail,
manufacturing and textile industry. All independent directors have rich experience in various
manufacturing and retail segment.

BOARD OF FOUNDERS

Kishore Biyani - Group CEO, Future Group

Anil Biyani - Director, Future Group

RakeshBiyani - Director, Future Group

Sunil Biyani - Director, Future Group

Vijay Biyani - Director, Future Group

INFRASTRUCTURAL FACILITIES

Big bazaar has state-of-the-art infrastructure facilities across the country which enhances the
shopping experience of the customers and enriches the working experience of employee. Big
bazaar is a multistoried outlet which has a spacious parking facility, baggage counters, ramp,
water dispensary, rest rooms, trail rooms etc and for employee it have canteen, fun zone
where number of various games and events are conducted for employees. This store is of 3
flours and divided into 3 levels based on the nature of products. There are 21 departments in
this store and 220 Human Resource employed. As this store is big enough with 3 levels and
21 departments has long product range and product depth. Ones a customer get inside the.

23
1.3 INTRODUCTION TO THE TOPIC

Sales promotion offers a direct incentive to act by providing extra worth over and above what
is built into the product at its normal price. These temporary incentives are offered usually at
a time and place where the buying decision is made. Not only the sales promotions are very
common in the current competitive market conditions, they are increasing rapidly. These
promotions are direct inducements.

In spite of the directness, sales promotions are fairly complex and a rich instrument of
marketing with numerous creative possibilities limited only by the imagination of promotion
planners. Sales promotion is often understood by the names of ‘extra purchase value’ or
‘below-the-line selling’.

Today we find companies in almost every sector offering some sort of a promotion scheme to
attract customers. These sectors range from financial services to foods, from automobiles to
beverages, from household products to business products, from household durables to
services, from personal care to textiles and apparel.

MEANING OF SALES PROMOTION

The word ‘Promotion’ is derived from the Latin word ‘Promovere’, which mean ‘To move
forward’ or ‘To push forward’. Sales promotion is the combination of two words i.e. sales
and promotion. Sales promotion methods aim to capture the market and increase the sales
volume. It is an essential instrument in marketing to lubricate the marketing efforts. Today,
sales promotion is a necessity and not just a luxury or a fashion. It is not an expenditure, it is
an investment which can pay rich dividends to the people. It is an important part of marketing
efforts.

Every businessman wants to increase the sale of goods that he deals in. He can adopt many
ways for that purpose. You might have heard about “lakhpatibano”, “win a tour to
Singapore”, “30% extra in a pack of one kg”, “scratch the card and get a chance to win a
prize” etc. You might also have seen gifts like lunch box, shampoo pouch, pencil box, pen,
etc. offered free with some products.

24
There are also exchange offers, like in exchange of old model of television you can get a new
model at a discounted price.

You may have also observed in your adjoining markets notices of “summer sale”, “trade
fairs”, “winter sale”, “discount up to 50%” and many other offers to magnetize customers
attention to buy certain products. 

All these are incentives offered by manufacturers or dealers to amplify the sale of their goods.
The incentives may be in the form of complimentary samples, gifts, discounted gift coupons,
shows, demonstrations, contests etc. All these measures normally encourage the customers to
buy more and thus, it enhances the sales of the product. This technique of selling goods is
known as “Sales Promotion”.

Personal selling involves face-to-face contact with precise individuals, while advertising is
aimed at a large number of potential customers.  They also help in escalating sales of goods. 

Thus, advertising can be used as a means of communication to inform possible customers


about the incentives given for sales promotion. Personal selling can also include
communication of the incentives to individual clients. But, sales promotion differs from
advertising and personal selling in terms of its technique and approach.

Sales promotion adopts short term methods (non-recurring) to enhance sales in different
ways. These offers do not exist for the customers throughout the year. During festivals, year
ending, end of the seasons, and on some other occasions these schemes are normally found in
the marketplace. 

DEFINITION OF SALES PROMOTION

Sales promotion consists of incentive-offering and interest-creating activities which are


usually short-range promotion events other than advertising, personal selling, publicity and
straight marketing. The point of sales promotion is to kindle, motivate and persuade the
purchase and other preferred behavioral responses of the firm’s consumers.” 

“Sales Promotion is a Marketing Discipline that Utilizes a Variety of Incentive Techniques to


Structure Sales-Related Programs Targeted to Consumers, Trade, and Sales Levels that
Generate a Specific, Measurable Action or Response for a Product or Service.”

25
PURPOSE OF SALES PROMOTION

•          Attract new tries or brand switchers

•          Reward loyal customers

•          Increase re-purchases rate

Sales promotion refers to many forms of incentives and offers directed towards customers
and traders with the intent to produce instant or short-term sales effects.

Sales promotion is a promotional marketing practice planned to create sales for a commodity
over a defined lapse of time. Sales promotion actions are quantifiable in terms of coupons
redeemed, products moved, number of competition entries, or other experimental count.

Sales promotions are short-term marketing activities used by a producer for a specific reason,
like growing market share or to promote sales during off-peak periods. Sales promotions are
often one constituent in an advertising or marketing battle. A variety of sales promotion tools
are available, such as price reductions, product distribution and special trial period schemes.

In marketing, sales promotion is one of the four aspects of promotion.  Sales promotions are
non-personal promotional labors that are intended to have a direct impact on sales. Sales
promotion is media and non-media marketing relations engaged for a per-determined limited
time to boost consumer demand, arouse market demand or expand product availability.

“Sales promotion, a vital element in marketing campaigns, consists of a varied collection of


incentive tools, mostly short term, designed to fuel quicker or greater purchase of particular
products or services by customers or the trade.”

“Sales Promotion, in an exact sense refers to those sales activities that complement both
personal selling and publicity and also co-ordinates with them and help to make them
efficient, such as displays, shows and expositions, demos, and other non-recurrent selling
efforts not into the usual routine.”

Sales promotion is often defined in terms of what it is not, characteristically as those


marketing interaction activities which do not fall into the category of advertising, selling or
public relationships. This is not very obliging, but definitions trying to explain what this
encompasses are often damaged, by failing to hold all of the marketing tools regarded as sales
promotions in practice.
26
We can describe sales promotions as ‘marketing activities usually on a specific time, place or
consumer group, which motivate a direct response from customers or marketing mediators, or
an added item, service or opportunity.

“Sales promotion refers to any client or trade program of limited interval that adds tangible
value to a product or brand.”

Sales Promotion is an activity intended to boost the sales of product or service of any
organization. It may consist of an advertising campaign, improved PR (PUBLIC
RELATION) activity, a freebie campaign, offering free gifts or trading stamps, arranging
demonstrations or exhibitions, setting up contests with attractive prizes, provisional price
reductions, door-to-door calling, telemarketing, personal lettering or other methods.

The three key elements of this definition of sales promotions are:

1.  Non-standard: Promotions are usually impermanent, and may be restricted to certain


customer groups (such as airline recurrent flier schemes) or specific to a particular
distribution channel (as in ‘tailor-made’ promotions involving a manufacturer and a single
merchant).

2. Response oriented: Promotions look for a direct response from clients, or those who deal
with clients on the producer’s behalf. The direct response wanted is not necessarily a sale. 

Promotions may encourage customers to send for a brochure, visit a merchant or consume a
sample. The final aim is always sales, but this is true of marketing usually.

3. Benefit oriented: Promotions offer their targets added benefits, beyond the ‘standard’
marketing blend. 

CHARACTERISTICS OF SALES PROMOTION

1. Sales promotion does not include classified ads and publicity.


2. It makes advertisement and personal selling more successful.
3. Sales promotion encourages dealer, distributors and customers.
4. Sales promotion activities are not ordinary activities. These are purely provisional and
are performed at certain times such as display, free sample, exhibitions, demos etc.

27
REASON FOR INCREASE IN SALES PROMOTION

 Rising retailer power


 Declining brand reliability
 Improved promotional sensitivity
 Brand propagation
 Disintegration of consumer market
 Short-term spotlight
 Increased managerial answerability
 Rivalry
 Clutter 

ADVANTAGES OF SALES PROMOTION

The advantages of sales promotion are:

• Value to Consumers • Enlarged customer confidence

• Price prejudice. • Impact on consumer behavior

• Cheaper Rates • Effect on trade behavior

• Regional differentiation.

• Distribution of free samples is perhaps the best and fastest way through which
manufacturers can push clients to try the merchandise.

• Once pleased with the quality of the sample product, customers become more confident
about buying a new product.

• During promotional campaigns, companies offer their goods at discounted prices.

• Customers like to make use of such occasions to buy products in bigger quantities.

• A sales promotion campaign makes the work of the sales team much easier. Thanks to the
offers and schemes, consumers are positively inclined towards buying a particular product.

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DISADVANTAGES OF SALES PROMOTION 

There are 4 main disadvantages of sales promotion:

 Amplified price sensitivity.


 Quality image may become stained.
 Merchandising hold from dealers is doubtful.
 Short-range orientation.

METHODS OF SALES PROMOTION


Some of the most common methods used in sales promotion include:

1. Price discounting

2. Coupons

3. Gift with purchase offers

4. Point-of-sale displays

5. Group promotions

6. Refund and premium offers

7. Mail in offers and rebates

8. Frequent user/loyalty incentives

9. Sampling

For instance, here are some of the gift vouchers/ coupons.

29
30
BIG BAZAR SALES PROMOTION STRATEGIES

Strategy 1: Profit Club Card

1. At Big Bazaar we have always tried understanding our customer’s better keeping in
mind their love for better bargains and getting highest value out of each rupee they
spend. This has always pushed us to think innovatively and striving to constantly
giving our customers additional reasons to shop.

2. Times are tough and we recognize that this is the time when we need to stand with our
customers. Hence, to share the burden of running our customer’s household the idea
of Big Bazaar PROFIT CLUB was born.

3. Big Bazaar PROFIT CLUB is the most innovative product that the Indian Retail
marketplace has ever witnessed. It offers an supreme value proposition to its
customers. A unique membership plan where one can pay Rs. 10,000 and can shop
for Rs. 1000 per month for the next 12 months i.e Rs. 12,000 over a period of 12
months. After the huge success of ‘Profit Club Rs 10000’, Big Bazaar launches its
new program “Profit Club Membership Card Rs 5000 card”. On paying Rs 5000,
customers will get a membership card topped up with Rs 6000, with which they can
shop for Rs 400 every month for 15 months This card can be used across 240 + Big
Bazaars, Food Bazaars and fbb- Fashion at Big Bazaar stores across the country.

4. In case you miss shopping in a particular month, the amount can be carried forward to
the next month.

5. Members of the Big Bazaar PROFIT CLUB will also receive the benefit of existing
offers on their T24 mobile services and Payback cards.

31
6. The Big Bazaar PROFIT CLUB Card can be used as a Gift Card for your family
andfriends, like children living away from home or parents residing in other cities etc.

7. The Big Bazaar PROFIT CLUB Card can also serves as an outstanding Employee
Incentive program for your employees. It can also be extended to your business
partners as a gift.

Strategy 2: Payback card

With Big Bazaar- PAYBACK CARD loyalty program, shopping for daily essential products
can bring in rewards points. You now avail benefits of not only the best prices and Big
Bazaar offers, but also earn 2 PAYBACK Points on every Rs 200 spent.

Big Bazaar is the India’s largest hypermarket chain which offers products at best prices and a
wide range of products in Food Products, Fashion & Apparel, Electronics & Kitchen
Appliances, Home Decor, Utensils, Plastics, Furniture and Crockery.

It’s simple! Just quote your Linked Mobile No or PAYBACK Number, while checking out
from Big Bazaar and avail the benefits.

PAYBACK CARD Advantages:

 You get special Big Bazaar offers for being a PAYBACK Customer
 You earn 2 PAYBACK Points on every Rs 200 spent
 You can collect PAYABCK Points from various Future Group formats, like Brand
Factory, Central, Food Bazaar, foodhall, Ezone
 You can redeem PAYBACK CARD Points at Big Bazaar, or at any of the more than
50 online &instore PAYBACK Partners, including Future Group brands.

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Strategy 3: Cash/Bonus Vouchers

The latest profitable offer from Big Bazaar for its customers to induce the customers all
during the month. Starting from June 2016 each month when a person will shop at Big bazaar
for more than Rs 2500 from 1st to 8th of every month, he/she will get Big Bazaar Monthly
Cash/Bonus Vouchers worth Rs 2,000 on a wide range of products across various categories
throughout the month.

This big bazaar offer is to induce more customers during lean period of the month. These Big
Bazaar Vouchers can be redeem at big bazaar from 9th to end of the same month at all big
bazaar andfoodbazaar outlets.

This big bazaar offer will maximize the savings for customers and help big bazaar to get
customers all through the month.

Strategy 4: T24 - The best of both worlds now at your fingertips.

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India is a very beautiful country where shopping is a passion and talking a way of life. Future
Group and Tata Teleservices took forward this insight and launched T24, an exclusive
telecom service in 2010.

T24 allows you to shop-till-you-drop and earn free talktime along with it. What's more, each
time you recharge your mobile number, you can get incredible shopping voucher from
leading Future Group stores!

Over 3 million users are already on a shopping spree with T24. And more than 135 Cr worth
of free talktime has already been given out to a million shoppers. So, what are you waiting
for! Let the freemtalking begin.

Here’s why T24 Offer is for you….

Well, T24 is the network that helps you do much more than just stay linked with your loved
ones. With the T24 network you get to talk as well as shop your heart out! You get the best
talk time offers with T24 compared to any other network, which adds to all your talking.

CONCLUSION 

Clearly, sales promotion plays a key role in total promotion mix. To use it well, the dealer
must describe the sales promotion objectives, select the best apparatus, design the sales
promotion program, execute the program, and evaluate the outcome.

Moreover, sales promotion must be coordinated carefully with other promotion mix elements
within the integrated marketing communications program.

34
CHAPTER - 2
REVIEW OF
LITERATURE

35
PROMOTION AND CONSUMPTION

(Robert Blattberg 2016) Does consumption react to promotion? Many studies have paid
attention on the effects of promotion on brand switching,purchase quantity, and stockpile and
have documented that promotion makes consumers change brands and purchase prior or
more. The consumption decision of consumers has long been ignored, and it remains unclear
how promotion affects consumption

Emerging literature in behavioral and economic theory has provided supporting proof that
consumption of some product categories responds to promotion. Using an experimental
approach, Wansink (2015) found that significant holding costs pressure consumers to
consume more of the product.

Wansink and Deshpande (2014) show that when the product is supposed as widely
substitutable, consumers will consume more of that product in place of its close substitutes.
They also show that higher perish ability increases consumption rates.

Robert Blattberg, Sen and Peacock and (2007) defined a purchase strategy as a general
buying model which "incorporates a number of dimensions of buying behavior such as
private brand proneness, brand loyalty, and deal proneness." A greater understanding of the
various types of consumer responses to promotions can assist managers to develop effective
promotional programs as well as present new insights for customer behavior theorists who
seek to understand the influence of various types of environmental cues on consumer
behavior.

Robert Blattberg, Eppen, and Liebermann (2007), Gupta (2009),Neslin, Henderson, and
Quelch (2006), Ward and Davis (2005),Shoemaker (2004), and Wilson, Newman,andHastak
(2003) find proof that promotions are linked with purchase acceleration in terms of an
increase in quantity purchased and, to a lesser extent, decreased inter purchase timing.
Researchers studying the brand selection decision-for example, Gupta (2002) and Guadagni
and Little (2001) have found promotions to be associated with brand switching.)Webster
(2001), Schneider and Currim (2000), and Montgomery (1999) found that promotion-prone
households were associated with lower levels of brand loyalty.

Chi Kin Yimand Manohar U. Kalwani(2017)discussed that expected prices were elicit
directly from respondents in the experiment and used in the empirical investigations to

36
studythe impact of price promotions on consumers' price expectations. They have concluded
that both the price promotion frequency and the size of price discounts have an adverse
impact on a brand's expected price.

Bass and Raman (1988) and Little and Gurumurthy (1989), they also found proof in
support of a region of relative price insensitivityaround the expected price such that changes
in price within that region gave no pronounced change in consumers' perceptions. Price
changes outside that region, however, are found to have an important effect on consumers’
response. Added to it, in the case of price expectations, consumer reaction to promotion
expectations was asymmetric in that losses loom larger than gains.

Applying Helson's (1964) adaptation-level study to price perceptions, Dickson and Sawyer
(1984) suggest that price promotions may work in the short run as consumers may use the
regular price of the brands as a reference and then are attracted by the lower deal price to
purchase the brand.

37
CHAPTER-3
RESEARCH
METHODOLOGY

38
3.0 RESEARCH METHODOLOGY

Research methodology is the method to systematically solve the research problem. It may be
understood as a science of studying howthe research is done scientifically.In it we study the
various steps that are generally taken by the person conducting researcher in studying
research problem along with the logic behind them.

The survey practice is intended to secure one or more objects of information from a sample of
respondents who are representatives of a larger cluster. The information is collected on a
form known as questionnaire. As data is collected by asking questions from persons who are
believed to give desired information, the method is known as questionnaire technique.

3.1 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE
 To find out the sales promotional activities carried by Big Bazaar.

SECONDARY OBJECTIVES
 To find out the techniques and tools of sales promotion those are used in Big
Bazaar.
 To identify the factors influencing product buying decision in big bazaar.
 To give the suggestions for improving the sales promotion in competitive market.

3.3 RESEARCH DESIGN

Research Design is the understanding of conditions for the analysis and collection of data in a
way that aims to merge relevance to the research purpose economy in the procedure. In fact,
research design is the conceptual arrangement within which the research is undertaken. It
consists the blue print for the analysis and collection of data. The research design used in the
study was descriptive research.

Descriptive Research

Descriptive Research is the process of finding solutions of a problem after a tough study and
analysis of situational factors. It tries to solve complex and complicated problems through

39
uses of a range of tools and techniques. These tools and techniques try to bring out a
logical,scientific and accurate solution for a given problem.

3.4 SAMPLING TECHNIQUE

The sampling technique which was used is convenience sampling.


Convenience sampling is a kind of non-probability sampling that involves the sample being
taken from that part of the population which is close to hand. That is a sample population
selected because it is readily available and suitable, as researcher persons are drawing on
relationships or networks to which they have easy access.

3.5SAMPLE SIZE

Relevant questions regarding changes in market share, profit, growth, return on investment
in all communication elements and other aspects of retail communication were asked. It
became clear during the study that store managers are aware about all elements of retail
communication mix and they respond positively to Interval Scale which is included in the
questionnaire.

For convenience I have taken 100 as sample size.

3.6SAMPLING AREA

The sampling unit may be a Geographical one such as state, District, Village etc., The
geographical sampling unit under study has covered the area of Panipat..

3.7 COLLECTION OF DATA


Collection of Data is the systematic approach to collect and measure information from a
variety of sources to get an accurate and complete picture of an area of interest.Collection of
Data enables an organization or a person to answer relevant questions, evaluate outcomes
and make predictions about future trends and probabilities.

40
In this project, data is collected as primary data by creating the questionnaire and filled by the
employee of the company.

3.8 SOURCES OF DATA COLLECTION

The two main sources of data for the present study used are primary and secondary data.

PRIMARY DATA

The data which is obtained for the first time is called Primary data. It is the information that
you collect specially for the purpose of your research project. The advantage of primary data
is that it is specifically modified to your research needs.This data was collected from the
respondents in the form of questionnaires. The questionnaire contains questions, which are
closed ended.

SECONDARY DATA

The data that was collected by someone other than the user is called Secondary data.It means
data that are already available. This data was collected from books, company brochures and
internet for this study.

3.9 ANALYTICAL TOOL USED IN STUDY

The analytical tools used in the study are tables and pie charts.

Table

It is an orderly arrangement of quantitative data in columns and rows.

i.e. Chart

It is a diagram showing the relation between variable quantities, normally of two variables,
each variable measured along one of a pair of axes at right angles.

41
CHAPTER 4
ANALYSIS AND
INTERPRETATION

42
1) Respondent’s Gender.

Table No. 1 – Number of Respondents in Gender

Gender No. of Percentage


respondents
Male 22 44
Female 28 56

ANALYSIS

The above table shows 44% of the respondents are male, 56% of the respondents are female.

Chart No. 1 - Showing Respondents’ Gender

Male
Female

INTERPRETATION

From the above graph we can interpret that majority of the respondent are female and others
are male.

43
2) Age groups

Table No. 2 – Number of respondents in particular Age group

Age groups No. of Percentage


respondents
Less than 25 15 30
25-35 24 48
36-45 8 16
46-55 2 4
56 & above 1 2

ANALYSIS

The above table shows that 30% of respondent are less than 25 years, 48% of respondents are
25-35 years of age,16% of respondents are 36-45 years of age, 4% of respondents are 46-55
years of age and 2% of respondents are 56 & above.

Chart No – 2 Showing Customer Age groups

Less than 25
25-35
36-45
46-55
56 and above

INTERPRETATION

From the above graph we can interpret that majority of the respondent are age group of 25-35
from this we can say that large of visitors to Big Bazaar are age group of 25-35 and 30% of
visitors are age group less than 25. Hence company should concentrate on attracting more
customers of age group less than 35.

44
3) Respondent’s marital status

Table no. 3 – Respondent’s marital status

Marital No. of respondents Percentage


Status

Married 30 60
Unmarried 20 40

ANALYSIS

The above table shows 60% customer are married and 40% of customers are unmarried.

Chart No –3Showing Respondents Marital Status

Married
Unmarried

INTERPRETATION

From the above graph we can interpret that 60% of the respondent are married and remaining
40% respondent are unmarried as we conclude majority of the customers are married then
unmarried. Hence the company should focus more on married people.

45
4) Income per month

Table no. - 4 Respondent’s Income per month

Income per No. of Percentage


month respondents
Less than 5 10
10000
10000-20000 10 20
20000-30000 13 26
30000-40000 12 24
40000 & above 10 20
ANALYSIS

The above table shows 10% of customer belong to income level of less than 10000 per
month, 20% to 10000-20000, 26% to 20000-30000, 24% to 30000-40000 & 20% belong to
income level of 40000 & above per month.

Chart No. 4 – Showing Respondents Income Level per month

Less than 10000


10000-20000
20000-30000
30000-40000
40000 & above

INTERPRETATION

From the above graph we can interpret that majority of the customer belong to income level
of 20000-30000.Hence we conclude the company should focus on targeting customer
belonging to the income level of less than 30000.

46
5) frequently do you visit the store.

Table No. 5 – Respondents frequently visiting Big Bazaar

Visits No. of Percentage


respondents
Once a week 15 30
Twice a week 7 14
Once a month 8 16
Twice in month 12 24
Not very 8 16
frequently

ANALYSIS

Above table shows that 30% customer visit the store once in a week, 14% twice a week, 16%
once in a month, 24% twice in a month and 16% do not visit the store very frequently.

Chart No. 5 -Showing Respondents frequently visiting Big Bazaar

Once a week
Twice a week
Once a month
Twice a month
Not very often

INTERPRETATION

The above graph shows that the majority of the customer visit the store once in a week.
Hence, the company should increase visitors by providing more promotion offers and create
awareness about the offers to the customers.

47
6) satisfied are you with the customer service offered.

Table no. - 6 Satisfaction level of respondents about the customer services offered

Satisfaction No. of Percentage


level respondents
Good 10 20
Average 20 40
Bad 15 30
Very bad 5 10

ANALYSIS

The above table shows that 20% customer are satisfied with the services offered. 40%
customers have average satisfaction level, 30% customers have bad satisfaction level and
10% customers have very bad satisfaction level.

Chart No. 6 - Showing respondent’s satisfaction level

Good
Average
Bad
Very bad

INTERPRETATION

The above graph shows that the majority of the customer have average satisfaction level
about the services offered. Hence, the company should focus on customer services offered.

48
7) Main reason for coming to the store.

Table no. - 7 Main reasons for coming to the store

Reasons No. of Percentage


respondents
Value for 18 36
money
Discounts 15 30
Product range 10 20
offered
Saving time 7 14
ANALYSIS

The above table shows that 36% of the customer visit big bazaar for its value for money
feature, whereas 30% of the customers are attracted by discounts and offers. Among the rest,
20% visit the store for its offered product range and others visit the store for saving time.

Chart No. 7 - Showing respondent’s main reasons for coming to the store

Value for money


Discounts
Product range offered
Saving time

INTERPRETATION

The above graph shows that majority of the customer visit the store for its value for money
feature. Hence, the company should focus on enhancing it’s product range while still
maintaining its value for money.

49
8) Distance covered while coming to the store.

Table no. 8 - Distance covered by respondents while coming to the store

Distance No. of Percentage


covered respondents
0-5 kms. 18 36
5-10 kms. 14 28
10-15 kms. 11 22
More than 15 7 14
kms.
ANALYSIS

The above table shows that 36% of the customer cover a distance of 0-5 kms for reaching the
store, 28% covers 5-10 kms, 22% covers 10-15 kms and 14% covers more than 15 kms.

Chart No. 8 - Showing distance covered by the respondents for coming to the Store

0-5 kms.
5-10 kms.
10-15 kms.
More than 15 kms.

INTERPRETATION

The above graph shows that the majority of the customer cover a distance of less than 5
kmsforreaching the store. Hence, more stores should be opened to reduce distances.

50
9)medium of advertisement that you respond to.

Table no. - 9 Medium of advertisement customers respond to

Medium No. of respondents Percentage


Magazines 5 10
TV 15 30
Local newspaper 12 24
Visuals 8 16
Relatives/Friends 10 20

ANALYSIS

The above table shows that 10% of the customer respond to magazines, 30% customers to
TV, 24% to Local Newspaper, 16% to Visuals and 20% to Relatives/Friends.

Chart No. 9 Showing medium of advertisement customers respond to.

Magazine
TV
Local news paper
Visuals
Relatives/Friends

INTERPRETATION

The above graph shows that majority of the customer respond to TV. Hence, the company
should focus on their advertisements which are shown on TV.

51
10) Section of the store does you like the most.

Table no. 10 - Most liked section of the store by the customers

Sections No. of respondents Percentage


Fashion 10 20
Kitchen & Household 5 10
Toys 5 10
Food 18 36
Non food 12 24

ANALYSIS

The above table shows that 20% of the customer like the Fashion section of the store. 10% of
the customers like the Kitchen & Household section, 10% like the toys section, 36% like the
Food section and 24 % like the Non food section.

Chart No. 10 Showing most liked section of the store by the customers

Fashion
Kitchen & Household
Toys
Food
Non food

INTERPRETATION

The above graph shows that the majority of the customer like the Food section of the store
the most. Hence, the company should focus on it’s Food section.

52
11) You purchase before coming to this outlet.

Table no. 11 - Customers making purchase from sources other than Big Bazaar

Sources No. of respondents Percentage


Local grocery shop 18 36
Supermarket 12 24
Online 13 26
Others 7 14

ANALYSIS

The above table shows that 36% of the customer make purchase from the Local grocery shop,
24% from the Supermarket, 26% purchases online and 14% from other sorces.

Chart No. 11 - Showing customers making purchase from sources other than Big
Bazaar

Local Grocery shop


Supermarket
Online
Others

INTERPRETATION

The above graph shows that the majority of the customer purchases from the Local grocery
shop. Hence, the company should focus on customer’s demands and offer attractive benefits
so that customers choose Big Bazaar in place of Local grocery shops.

53
12) Average amount of expenditure you spend in this store each time you visit.

Table no. 12 - Average amount of expenditure spend by the customersin the store each
time they visit
Amount spent No. of respondents Percentage
Less than 2000 13 26
2000 – 4000 15 30
4000 – 8000 10 20
8000 – 10000 10 20
More than 10000 2 4

ANALYSIS
The above table shows that 26% of the customer spend less than 2000 in the store. 30% spend
2000-4000, 20% spend 4000-8000, 20% spend 8000-10000 and 4% spend More than 10000.

Chart No.12 - Showing average amount of expenditure spend by the customersin the
store each time they visit

Less than 2000


2000 – 4000
4000 – 8000
8000 – 10000
more than 10000

INTERPRETATION
The above graph shows that the majority of the customer spend Rs.2000-4000 in the store
each time the visit. These are those customer who want to buy all the goods under one roof.

54
13)Sales promotional activity attracts you more.

Table no.-13 Sales promotional activity attracting more customers

Sales promotional activity No. of respondents Percentage


Offer 17 34
Discount on every article 16 32
Gift on purchases 5 10
Prices off 10 20
Others 2 4

ANALYSIS

The above table shows that 34% of the customer are attracted by offers, 32% are attracted by
Discounts on every article, 10% are attracted by Gift on purchases, 20% are attracted by
Prices off and 4% are attracted by other sales promotional activities.

Chart No.13 Showing sales promotional activity attracting more customers

Offer
Discount on every article
Gift on purchases
Prices off
Others

INTERPRETATION

The above graph shows that the majority of the customer are attracted by Offers and
Discounts on every article. Hence, the company should focus on these sales promotional
activities.

55
14) you think about the prices of the products.

Table no.-14 Thinking about the prices of the products

Particulars No. of respondents Percentage


Highly satisfied 13 26
Satisfied 16 36
Moderate 14 28
Dissatisfied 4 8
Highly dissatisfied 1 2

ANALYSIS

The above table shows that 26% of the customers are Highly satisfied regarding the prices of
the products, 36% are Satisfied, 28% are having Moderate thinking, 8% are Dissatisfied and
2% are Highly dissatisfied.

Chart No.14 Showing thinking of the customers about the prices of the products

Highly satisfied

Satisfied
Moderate
Dissatisfied
Highly dissatisfied

INTERPRETATION

The above graph shows that the majority of the customer are Satisfied regarding the prices of
the products. Hence, the company should focus on it’s pricing policy to attract more
customers.

56
15) You think about the approach of sales representative.

Table no.-15 Thinkingabout the approach of sales representative

Particulars No. of respondents Percentage


Excellent 24 48
Good 16 32
Average 6 12
Bad 4 8
Very bad 0 0

ANALYSIS

The above table shows that 48% of the customer gave an Excellent review for the approach
of the sales representative, 32% gave Good review, 12% gave an Average review and the
remaining 8% gave Bad review.

Chart No.15 Showing thinking of the customers about the approach of sales
representative

Excellent
Good
Average
Bad
Very bad

INTERPRETATION

The above graph shows that the majority of the customer gave positive review and no one
gave very bad review for the approach of sales representative.

57
16) Promotional activities need improvement in Big Bazaar.

Table no. 16 Promotional activities need improvement in Big Bazaar

Promotional activity No. of respondents Percentage


Offer 9 18
Discount 10 20
Gift 14 28
Prices 13 26
Others 4 8

ANALYSIS

The above table shows that 18% of the customer need improvement in Offers, 20% in
Discounts, 28% in Gift, 26% in Prices and 8% in other promotional activities.

Chart No.16 Showing which promotional activities need improvement in Big Bazaar

Offer
Discount
Gift
Prices
Others

INTERPRETATION

The above graph shows that the majority of the customer need improvement in Gifts and
Prices promotional activity. Hence, the company should focus on these promotional
activities.

58
17) Kinds of promotions do you like the most.

Table no.-17 Most liked promotions

Promotion No. of respondents Percentage


Payback Offer 12 24
Cash/Bonus Vouchers 10 20
T24 Offer 8 16
Profit Club Membership 15 30
Offer
Others 5 10

ANALYSIS

The above table shows that 24% of the customer like Payback offer, 20% like Cash/Bonus
Vouchers, 16% like T24 Offer, 30% like Profit Club Membership Offer and 10% like other
offers.

Chart No.17 Showing most liked promotions

Payback Offer
Cash/Bonus Vouchers
T24 Offer
Profit Club Membership
Offer
Others

INTERPRETATION

The above graph shows that the majority of the customer like the Profit Club Membership
Offer. Hence, the company should focus more on this promotional tool.

59
18)your opinion about the sales promotion activities carried by the company.

Table no. 18Opinion about the sales promotion activities carried by the company

Particular No. of respondents Percentage


s
Excellent 13 26
Good 11 22
Average 19 38
Bad 4 8
Very bad 3 6

ANALYSIS

The above table shows that 26% of the customer gave an Excellent review for the sales
promotional activities. 22% gave Good review, 38% gave an Average review, 8% gave Bad
review and the remaining 6% gave Very bad review.

Chart No.18 Showing opinion about the sales promotion activities carried by the
company

Excellent
Good
Average
Bad
Very bad

INTERPRETATION

The above graph shows that the majority of the customer are having average opinion about
thesales promotion activities carried by the company. Hence, the company should focus on
sales promotional activities to attract more customers and satisfy them.

60
19) Rating will you give to this store.

Table no. 19 Rating given to the store

Rating No. of respondents Percentage


Excellent 18 36
Very 15 30
good
Average 12 24
Can’t say 5 10

ANALYSIS

The above table shows that 36% of the customer have given Excellent rating to the store,
18% have given Very good rating, 24% have given Average rating and 10% customers can’t
say about their rating.

Chart No.19 Showing rating given to the store

Excellent
Very good
Average
Can’t say

INTERPRETATION

The above graph shows that the majority of the customer have given Excellent rating to the
store. This shows that the company is performing well and satisfying customers.

61
CHAPTER 5
FINDINGS,
SUGGESTIONS,
LIMITATIONS&
CONCLUSION

62
5.1 FINDINGS
1. 44% of the respondents are male and 56% of the respondents are female.
2. From the survey, majority (27%) of the respondents are in age of 25-35.
3. From the survey, 60% of the respondents are married and 40% of the respondents are
unmarried.
4. From the survey, it is evident that 26% of the respondents have income level of
20000-30000.
5. From the survey, it is evident that 30% of the respondents visit the store once in a
week.
6. From the survey, it is evident that 40% of the customers have average satisfaction
level about the services offered.
7. From the survey, it is evident that 36% of the customers visit big bazaar for its value
for money feature.
8. From the survey, it is evident that 36% of the customers cover a distance of 0-5 kms
for reaching the store.
9. From the survey, it is evident that 30% of the customers’ respond to TV medium of
advertisement.
10. From the survey, it is evident that 36% of the customers make purchase from the
Local grocery shop.
11. It is evident that 30% of the customers spend Rs.2000-4000 in the store each time
they visit.
12. From the survey, it is evident that majority of the customers are attracted by Offers
and Discounts on every article.
13. It is evident thatthe majority of the customers are satisfied regarding the prices of the
products.

14.It is evident that majority of the customers gave positive review and no one gave very
bad review for the approach of sales representative.

15. .From the survey, it is evident thatmajority of the customers are having average opinion
about the sales promotion activities carried by the company.

63
5.2 SUGGESTIONS
The advertisement about the company is in neutral for most of the customers so there
shouldbe better way of advertisement like frequent telecast about the products and offers of
the company.Exchange Mela should be given a better way for the customers like instead of
giving the discount coupons; give any products which worth for the old one.

The company should focus on customer services offered.The company should focus on
enhancing the product range while still maintaining its value for money.The company should
focus on customer demands and offer attractive benefits so that customers choose Big Bazaar
in place of Local grocery shops.

The company should focus on its pricing policy to attract more customers.The company
should focus on Gifts as a promotional activity.The company should focus on creating
awareness about their sales promotional strategies like Profit Club Card, Payback Card, etc.

The company should focus on sales promotional activities to attract more customers and
satisfy them.The company should do faster replenishment of shelves during peak.Lightings
near the fashion section must be bright so that the customers can identify the exact colors of
the clothes.

64
5.3 LIMITATIONS OF THE STUDY

 The survey has been conducted to the customers of the Big Bazaar, Panipat only.
 The period of the study is only 45 days.
 It’s very difficult to cover the complete market.
 Most of the customers show hesitations to respond.
 Only 50 customers are taken as sample for the study.
The consumer behaviour varies according to different products

65
5.4 CONCLUSION
In my 45 days study at sales promotional activities and its effectiveness at big bazaar, I have
concluded the following:
Most of the customers buying decisions are dependent on the quality and lowest prices of the
products.
Most of the customers walk in the store to buy the products from food department of Big
Bazaar.
The new promotional scheme i.e. Cash/Bonus Vouchers is very effective.
Sales promotion plays a key role in total promotion mix.Sales promotion must be coordinated
carefully with other promotion mix elements within the integrated marketing communications
program.
It was found that company has very good image in customer’s mind.

66
BIBLIOGRAPHY

67
BIBLIOGRAPHY
 www.slideshare.net
 www.wikipedia.org
 www.futuregroup.in
 www.bigbazaar.com
 www.marketingresearch.com

REFERENCES
 Blattberg, Robert C., Richard Briesch, and Edward J. Fox. "How promotions
work." Marketing science 14.3_supplement (1995): G122-G132.
 Raman, K., and F. M. Bass. "A General Test of Reference Price Theory in the
Presence of Threshold Effects, Document de Travail, College of Business
Administration, University of Florida. Ratchford, BT et Ford.
 Kalyanaram, Gurumurthy, and John DC Little. "An empirical analysis of
latitude of price acceptance in consumer package goods." Journal of consumer
research 21.3 (1994): 408-418.
 Helson, Harry. "Adaptation-level theory." (1964).
 Chandon, Pierre, and Brian Wansink. "When are stockpiled products consumed
faster? A convenience–salience framework of postpurchase consumption
incidence and quantity." Journal of Marketing research 39.3 (2002): 321-335.
 Rao, Akshay R., and Kent B. Monroe. "The moderating effect of prior
knowledge on cue utilization in product evaluations." Journal of consumer
research 15.2 (1988): 253-264.
 Etgar, Michael, and Naresh K. Malhotra. "Determinants of price dependency:
Personal and perceptual factors." Journal of Consumer Research 8.2 (1981):
217-222.
 Kalwani, Manohar U., and Chi Kin Yim. "Consumer price and promotion
expectations: An experimental study." Journal of marketing Research (1992):
90-100.

68
ANNEXURES

69
QUESTIONNAIRE

1. Name: __________________________ Gender- Male Female

Occupation: _______________________

2. Age
Less than 25 25 - 35 36 - 45
46– 55 56 and above

3. Marital Status

Married Unmarried

4. Income
Less than 10000 10000-20000 20000-30000
30000-40000 40000 & above

5. How frequently do you visit the store?

Once a week Twice a week Once a month

Twice in month Not very often.

6. How satisfied are you with the customer service offered?

Good Average

Bad Very bad

7. Main reason for coming to the store?

Value for money Discounts

Product range offered Saving time

70
8. Distance covered while coming to the store?

0-5 kms .5-10 kms.

10-15 kms .More than 15 kms.

9. What medium of advertisement do you respond to?

Magazine TV Local news paper

Visuals Relatives/Friends

10.Which section of the store does you like the most?

Fashion Kitchen & Household Toys

Food Non food

11. Where did you purchase before coming to this outlet?

Local Grocery shop Supermarket

Online Others

12. What is the average amount of expenditure you spend each time you visit?

Less than 2000 2000 – 4000 4000 – 8000


8000 – 10000 more than 10000

13. Which sales promotional activity attracts you more?

Offer Discount on every article Gift on purchase

Prices off Others

14. What do you think about the prices of the products?

Highly satisfied Satisfied Moderate

Dissatisfied Highly dissatisfied

71
15. What do you think about the approach of sales representative?

Excellent Good Average

Bad Very bad

16. Which promotional activities need improvement in Big Bazaar?

Offer Discount Gift

Prices Others

17. What kinds of promotions do you like the most?

Payback Offer Cash/Bonus Vouchers T24 Offer

Profit Club Membership Offer Others

18. What is your opinion about the sales promotion activities carried by the company?

Excellent Good Average

Bad Very bad

19.How much rating will you give to this store?

Average Very good

Excellent Can’t say

20. Any Remarks or Suggestions?

_____________________________________________________________________

_____________________________________________________________________

72

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