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EFFECTIVENES OF SALES PROMOTION
IN BIG BAZAAR
INTRODUCTION
MARKETING
Marketing is the business function that aims to accomplish of an

offer that would meet the needs and wants of the customers in the target market
and the terms of exchange should be agreeable to both the parties-the marketer
and the customer.
Promotion is a key part of the marketing program and is

concerned with efficiently and effectively communicating the decisions of
marketing strategy to target market. It seeks to persuade the audience in the
target market to develop a new attitude or change the existing one and engage
in a new behavior.
SALES PROMOTION
Sales promotion is used along with personal selling, public

relations, direct marketing, and Advertising.
Sales promotion describes promotional methods using special

short-term techniques to persuade members of a target market to respond or
undertake certain activity. As a reward, marketers offer something of value to
those responding generally in the form of lower cost of ownership for a
purchased product (e.g., lower purchase price, money back) or the inclusion of
additional value-added material (e.g., something more for the same price).
Sales promotions are often confused with advertising. For instance, a

television advertisement mentioning a contest awarding winners with a free trip
to a Caribbean island may give the contest the appearance of advertising.
While the delivery of the marketer’s message through television

media is certainly labeled as advertising, what is contained in the message,
namely the contest, is considered a sales promotion. The factors that distinguish
between the two promotional approaches are:
· whether the promotion involves a short-term value proposition (e.g., the contest
is only offered for a limited period of time), and
· The customer must perform some activity in order to be eligible to receive the
value proposition (e.g., customer must enter contest).
The inclusion of a timing constraint and an activity requirement are hallmarks of
sales promotion.
Sales promotions are used by a wide range of organizations in both the
consumer and business markets, though the frequency and spending levels are
much greater for consumer products marketers.
Finally, the high cost of advertising may drive many to seek alternative,
lower cost promotional techniques to meet their promotion goals. Sales
promotions are used widely in many industries and especially by marketers
selling to consumers. We will see that the objectives of sales promotion are quite
different than advertising and are specifically designed to encourage customer
response.
Need for Study:
Promotion is a challenging task in today’s market situation as many

organizations are coming out with different promotions. It is important to focus
benefits provided by the promotional offers. Since each and every coming with
sales promotion offers, there is need to understand the Impact of sales
promotion on the end consumer, how they perceive the sale promotion. This
study can effect organization Performance and enable the customers to deal
with various promotional offers.
SCOPE OF THE STUDY
The present study has been carried out to find the effectiveness of sales
promotion Indian retailing industry offers opportunity to entrepreneur worldwide.
Who wish to capitalize on one of the world largest and fast growing market for
retailing operations and business?
OBJECTIVES
· To study the Impact of sales promotion on consumer Behaviour

· To assess the consumer perception about Sales Promotional scheme.
· To find out the influence of Sales promotion on the sales of Big Bazaar
Research Methodology
MEANING OF RESEARCH- Research is an active, diligent, and systematic

process of inquiry aimed at discovering, interpreting, and revising facts. This
intellectual investigation produces a greater knowledge of events, behaviors,
theories, and laws and makes practical applications possible. The term research
is also used to describe an entire collection of information about a particular
subject, and is usually associated with the output of science and the scientific
method
SAMPLE SIZE:
Two hundred and fifty respondents were randomly selected .
PERIOD OF THE STUDY:
The project is being done for a period of ten weeks i.e. from 01- 01-201to
12-03-2010
SAMPLE DESIGN- Simple random method
SOURCES OF DATA COLLECTION- Data collected in this project is both

collected both from both primary and secondary sources of data collection which
are as follows-
PRIMARY DATA - The Primary data collection is done through a structured

questionnaire(open & closed) and interview
SECONDARY DATA - Secondary sources are the other important sources

through which the data were collected. Includes internet, websites, journals,
articles, and the reports maintained by BIGBAZAR.
Limitations
· Time was the major constraint, which prevented me to put in more effort.
· Some people left few questions unanswered.
· Some of the respondents were not ready to fill the questionnaire.
· Not all the respondents were cooperative thus it was difficult to convince
them for filling up the questionnaire.
· Some of the respondents might have got biased while filling up the
questionnaire.
INDUSTRY PROFILE
Introduction
Retail means selling goods and services in small quantities directly to customers.
Retailing consists of all activities involved in marketing of goods and services
directly to consumer for their personnel family and household use.
The Indian retailing industry is becoming intensely competitive, as more and

more payers are Vying for the same set of customers. The major retail players
are Pantaloon Retail, Shoppers Stop, Reliance, etc.,
Retailing is one of the biggest sectors and it is witnessing revolution in India. The
new entrant in retailing in India signifies the beginning of retail revolution. India's
retail market is expected to grow tremendously in next few years. According to
AT Kearney, The Windows of Opportunity shows that Retailing in India was at
opening stage in 1995 and now it is in peaking stage in 2006. India's retail
market is expected to grow tremendously in next few years. India shows US$330
billion retail market that is expected to grow 10% a year, with modern retailing
just beginning. India ranks first in 2005. In fact, in 2005 and 2006, India is the
most compelling opportunity for retailers, because now India is in peaking stage.
Sector details
1. Introduction to retail industries.

2. Retail word is derived French word retailer means to cut off a piece.
3. Retailing includes all the activities involved in selling goods or services to the
final customer for personnel or non-business use.
4. Supermarket is a retailing of a wide variety of consumer products under one
roof, ample stock, stock of several brands & extended business hours.
History of retailing
Retail concept is old in India. World’s first departmental store started in Rome.
Today’s kirana stores are based on Manusmriti & Kautilya’s arthshastra.Haats,
Melas, Mandis & door to door salesmen are traditional Indian retail.
Vishal Mega Mart is a retail sector, which is providing good quality of products in
very reasonable price than its competitors. Retailing and wholesaling consist of
many organizations designed to bring goods and services from the point of
production to the point of use.
Retailing includes all the activities involved in selling goods or services directly to
final consumers for their personal, non-business use. Retailers can be classified
in terms of store retailers, non-store retailing, and retail organizations.
Store retailers include many types, such as specialty stores, department stores,
supermarkets, convenience stores, superstores, combination stores,
hypermarkets, discount stores, warehouse stores, and catalog showrooms.
These store forms have had different longevities and are at different stages of
the retail life cycle. Depending on the wheel-of-retailing, some will go out of
existence because they cannot compete on a quality, service, or price basis.
Non-store retailing is growing more rapidly than store retailing. It includes direct
selling (door-to-door, party selling), direct marketing, automatic vending, and
buying services. Much of retailing is in the hands of large retail organizations
such as corporate chains, voluntary chain and retailer cooperatives, consumer
cooperatives, franchise organizations, and merchandising conglomerates. More
retail chains are now sponsoring
Diversified retailing lines and forms instead of sticking to one form such as the
department store.
Retailers, like manufacturers, must prepare marketing plans that include

decisions on target markets, product assortment and services, store atmosphere,
pricing, promotion, And place. Retailers are showing strong signs of improving
their professional management and their productivity, in the face of such trends
as shortening retail life cycles, new retail forms, increasing intertype competition,
and polarity of retailing, new retail technologies, and many others.
Wholesaling includes all the activities involved in selling goods or services to

those who are buying for the purpose of resale or for business use. Wholesalers
help manufacturers deliver their products efficiently to the many retailers and
industrial users across the nation. Wholesalers perform many functions,
including selling and promoting, buying and assortment-building, bulk-breaking,
warehousing, transporting, financing, risk bearing, supplying market information,
and providing management services and
Counseling. Wholesalers fall into four groups. Merchant wholesalers take
possession of the goods and include full-service wholesalers (wholesale
merchants, industrial distributors) and limited-service wholesalers (cash-and-
carry wholesalers, truck wholesalers, drop shippers, rack jobbers, producers'
cooperatives, and mail-order wholesalers). Agents and brokers do not take
possession of the goods but are paid a commission for facilitating buying and
selling. Manufacturers' and retailers' branches and offices are wholesaling
operations conducted by non-wholesalers to bypass the wholesalers.
Miscellaneous wholesalers include agricultural assemblers, petroleum bulk
plants and terminals, and auction companies.
Wholesalers, too, must make decisions on their target market, product

assortment and services, pricing, promotion, and place. Wholesalers who fail to
carry adequate assortments and inventory and provide satisfactory service are
likely to be bypassed by manufacturers. Progressive wholesalers, on the other
hand, are adapting marketing concepts and streamlining their costs of doing
business.
CURRENT SCENARIO
India rank first in terms of emerging market potential in retail sector. Current
retail market is US $ 215 billion. Growth rate of retail sector in India is 8-10% per
annum. Near about 12 million retail outlets are spread across India.
FDI in retail sector increases from US $ 3.1 billion in 2003 to over US $7.6 billion
in
2009.
TYPES OF RETAILERS
Retailers are broadly classified into 3 categories
· Food Retailers.
· General Merchandise Retailers.
· Service Retailers.
OTHER SERVICES PROVIDED BY RETAILERS
Retail not only provides products to the customer but also gives different types of
services like:
· Airlines & travel agents

· Banks
· Health clubs
· Hotel & Restaurants
· Movie theatres
TECHNOLOGIES USED IN RETAILING SECTOR
· In-store technologies-
· Interactive kiosks
· Virtual display case
· Radio Frequency identification tags
· Self-scanning & self-checkout system
· Body scanning
· Online technology-
· Online display of products
· Online shopping
CHALLENGES
· Largely urban phenomenon, pace of growth is still slow.

· Not being recognized as an industry in India so availability of finance is
low to new market players.
· High cost of real estate.
· High stamp duties.
· Lack of infrastructure.
· Multiple & complex taxation system.
· Protest against retail sector.
FUTURE STRATEGY
It is projected that up to 2010 retail sector will be worth around US $ 300 billion.
FDI is going to increase rapidly, up to 2010 retail sector will become biggest
industry in India.
Retail sector is expected to create 2 million jobs up to 2010.
According to Indian Retail Report top 10 players in modern retail trade are going
to invest US $ 18-20 billion in next five years.
Sector Details
In India, the most of the retail sector is unorganized. In India, the retail business
contributes around 10 percent of GDP. Of this, the organized retail sector
accounts only for about 5 percent share, and the expected annual growth rate is
5% per annum and remaining share is contributed by the unorganized sector.
The main challenge facing the organized sector is the competition from
unorganized sector. Unorganized retailing has-been there in India for centuries,
theses are named as mom-pop stores. The main advantage in unorganized
retailing is consumer familiarity that runs from generation to generation. It is a
low cost structure, they are mostly operated by owners, has very low real estate
and labor costs and has low taxes to pay. And it also gives 8% Employment to
the country annually.
In late 1990's the retail sector has witnessed a level of transformation. Retailing
is being perceived as a beginner and as an attractive commercial business for
organized business i.e. the pure retailer is starting to emerge now. Organized
retail business in India is very small but has tremendous scope. The total in 2005
stood at $225 billion, accounting for about 10% of GDP. In this total market, the
organized retail accounts for only $8 billion
of total revenue. According to A T Kearney, the organized retailing is expected to
be more than $23 billion revenue by 2010.
In organized retailing will grow faster than unorganized sector and the growth
speed will be responsible for its high market share, which is expected to be $ 17
billion by 2010-11.
The organized sector is expected to grow faster than GDP growth in next few
years driven by favorable demographic patterns, changing lifestyles, and strong
income growth. This organized retail sector mix includes supermarkets,
hypermarkets discounted stores and specialty stores, departmental stores. For
example, Spencer network has 69 stores, which includes seven Spencer
hypermarkets, three Spencer super markets and 49 Spencer Daily’s. Now the
company is planning to open 20 stores in 10 cities in six months. The top 10
retailers account only for 2% of total market, today modern retailing is expected
to enter a boom phase, which has major players and these players might capture
10% of total market, within next five years. The retail sales in India for future are
shown below (data from 2005-2008 is based on estimates)
The trend in the Industry

1. Low share of organized retailing
2. Falling real estate prices
3. Increase in disposable income and customer aspiration
Increase in expenditure for luxury items (CHART)
Another credible factor in the prospects of the retail sector in India is the
increase in the young working population. In India, hefty pay packets, nuclear
families in urban areas, along with increasing working-women population and
emerging opportunities in the services sector. These key factors have been the
growth drivers of the organized retail sector in India which now boast of retailing
almost all the preferences of life - Apparel &
Accessories, Appliances, Electronics, Cosmetics and Toiletries, Home & Office
Products, Travel and Leisure and many more. With this the retail sector in India
is witnessing rejuvenation as traditional markets make way for new formats such
as departmental stores, hypermarkets, supermarkets and specialty stores.
Existing competition
· Reliance fresh.
· Aditya Birla group.
· Shopper’s Shoppe.
· Subhiksha.
· Big bazaar.
· Mark and Spencer’s.
The untapped scope of retailing has attracted superstores like Wal-Mart into
India, leaving behind the kiranas that served us for years. Such companies are
basically IT based. The other important participants in the Indian Retail sector
are Bata, Big Bazaar, Pantaloons, Archies, Cafe Coffee Day, landmark,
Khadims, Crossword, to name a few.
Evolution of Indian Retail Industry
Indian Retail Industry is standing at its point of inflexion, waiting for the boom to
take place. The inception of the retail industry dates back to times where retail
stores were found in the village fairs, Mela’s or in the weekly markets. These
stores were highly unorganized. The maturity of the retail sector took place with
the establishment of retail stores in the locality for convenience. With the
government intervention the retail industry in India took a new shape. Outlets for
Public Distribution System, Cooperative
stores and Khadi stores were set up. These retail Stores demanded low
investments for its establishment. International Brand Outlets, Hyper or Super
markets, shopping malls and departmental stores
Retailing in India: a forecast
Future of organized retail in India looks bright. According to recent researches it

is projected to grow at a rate of about 37% in 2007 and at a rate of 42% in 2008.
It will capture a share of 10% of the total retailing by the end of 2010.
INDIA: A Hot Spot
India retail industry is the largest industry in India, with an employment of around
8% and contributing to over 10% of the country's GDP. Retail industry in India is
expected to rise 25% yearly being driven by strong income growth, changing
lifestyles, and favorable demographic patterns.
It is expected that by 2016 modern retail industry in India will be worth US$ 175-
200 billion. India retail industry is one of the fastest growing industries with
revenue expected in 2007 to amount US$ 320 billion and is increasing at a rate
of 5% yearly. A further increase of 7-8% is expected in the industry of retail in
India by growth in consumerism in urban areas, rising incomes, and a steep rise
in rural consumption. It has further been predicted that the retailing industry in
India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5
billion.
Shopping in India has witnessed a revolution with the change in the consumer
buying behavior and the whole format of shopping also altering. Industry of retail
in India which have become modern can be seen from the fact that there are
multi- stored malls, huge shopping centers, and sprawling complexes which offer
food, shopping, and entertainment all under the same roof.
India retail industry is expanding itself most aggressively; as a result a great

demand for real estate is being created. Indian retailers preferred means of
expansion is to expand to other regions and to increase the number of their
outlets in a city. It is expected that by 2010, India may have 600 new shopping
centers.
In the Indian retailing industry, food is the most dominating sector and is growing
at a rate of 9% annually. The branded food industry is trying to enter the India
retail industry and convert Indian consumers to branded food. Since at present
60% of the Indian grocery basket consists of non- branded items.
As the contemporary retail sector in India is reflected in sprawling shopping

centers, multiplex- malls and huge complexes offer shopping, entertainment and
food all under one roof, the concept of shopping has altered in terms of format
and consumer buying behavior, ushering in a revolution in shopping in India.
This has also contributed to large- scale investments in the real estate sector
with major national and global players investing in developing the infrastructure
and construction of the retailing business.
Growth Drivers
Growth drivers in India for retail sector

Rising incomes and improvements in infrastructure are enlarging consumer
markets and accelerating the convergence of consumer tastes.
Liberalization of the Indian economy
Increase in spending Per capital Income.
Advent of dual income families also helps in the growth of retail sector.
Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic,
etc.
·Consumer preference for shopping in new environs
The Internet revolution is making the Indian consumer more accessible to the
growing influences of domestic and foreign retail chains. Reach of satellite T.V.
Channels are helping in creating awareness about global products for local
markets.
About 47% of India's population is under the age of 20; and this will increase to
55% by 2015. This young population, which is technology-savvy, watch more
than 50 TV satellite channels, and display the highest propensity to spend, will
immensely contribute to the growth of the retail sector in the country.
Availability of quality real estate and mall management practices
Foreign companies' attraction to India is the billion-plus population.
Employment opportunities in retail sector in India
India's retail industry is the second largest sector, after agriculture, which
provides employment. According to Associated Chambers of Commerce and
Industry of India (ASSOCHAM), the retail sector will create 50,000 jobs in next
few years.
Retail companies are starting retail management courses in partnership with
management institutes, roping in talent from other sectors and developing
comprehensive career growth and loyalty plans for existing employees.
Top players like Pantaloon Retail India Limited, Trent, Shopper's Stop, RPG
Group and ebony are virtually on their toes.
Consider the plans of largest player, The Pantaloon Retail India Ltd, the
company has developed a comprehensive strategy, where in it expects that in
2years, it will not recruit any new managers from outside.
"The estimated need is 1 lakh of employees till 2011", said Mr. Sanjoy Jog, HR
Head at Pantaloon Retail India Ltd. Pantaloon has the concept of partnership
with educational Institute to run retail courses across the entire chain. Trent has
also started in-house learning programmers and now goes to under graduate
colleges to recruit students.
Since, the job market is hugely receptive to this with more and more business
schools focusing on the sector and large retailers setting up retail academics.
Challenges of Retailing in India
In India the Retailing industry has a long way to go, and to become a truly
flourishing industry, retailing needs to cross the following hurdles:
The first challenge facing the organized retail sector is the competition from
unorganized sector.
In retail sector, Automatic approval is not allowed for foreign investment.
Taxation, which favors small retail businesses.
Developed supply chain and integrated IT management is absent in retail sector.
Lack of trained work force.
· Low skill level for retailing management.
· Intrinsic complexity of retailing- rapid price changes, threat of product
obsolescence and low margins.
Organized retail sector has to pay huge taxes, which is negligible for small retail
business. Many agencies have estimated differently about the size of organized
retail market in 2010. The one thing that is common amongst these estimates is
that Indian organized retail market will be very big in 2010. The status of the
retail industry will depend mostly on external factors like Government regulations
and policies and real estate prices, besides the activities of retailers and
demands of the customers also show impact on retail industry.
Competition in retail
India Retail attempts to capture excitement of Retail Business in India by

aggregating the best in news, views, research, analysis, trends, technology, and
competition dents retail sector growth.
The performance of the retail sector in the last quarter of financial year 2008-09
has been a gloomy one. Not only has the quarter-on-quarter growth declined by
700 basis point, on year-on-year (YoY) basis, sales growth fell drastically from
67.8% to 49.1%. Including the recently listed Koutons and Vishal Retail, all big
retailers continue to be on an aggressive expansion mode. This kind of
competition is having a negative impact on margins of retailers, as the target
audience for all of them, more or less, remains the same.
The slowdown has triggered a volume game in the industry. Strategies like
promotional campaigns, freebies, promoting private labels and online discounts
are just some of the avenues that retailers are looking at to lure customers.
According to analysts, this is a knee-jerk reaction by the industry to fight the
inflation-induced dent in the purchasing power of customers. As they say, retail is
a number game, so, big retailers are trying to push volumes. For some, it comes
at the cost of profit. Meanwhile, in contrast to YoY sales growth of 49% for the
sector, the interest cost has registered a whopping 96% growth. Though growing
at a lesser 39%, depreciation cost has also been impacting margins.
The cost factor too is adding to the woes. For instance, during the quarter,
Shoppers Stop opened its new stores in various formats. Provogue and
Pantaloon followed soon. The companies are increasing their geographical
presence in the wake of increasing competition. Launch of new formats
continues to catch the attention of these retailers. In fact, a couple of these new
formats are already generating profit at the operating level, thus showing a
positive sign towards growth.
Like for Shoppers Stop, the average transaction size increased by about 7% for
the current quarter over the same quarter in the previous year. Players like
Provogue and Pantaloons too have witnessed a similar upward movement. Also,
though growth in total expenses as a whole has almost been equivalent to the
growth in sales at about 47%, some individual cost items like staff costs, selling
and administration costs are under control. On a YoY basis, staff cost has grown
at 26% against 44% in the corresponding quarter of the previous year.
Nonetheless, raw material cost continues to remain high - it grew by 66% in the
last quarter and now is equivalent to 74% of the industry's aggregate net sales.
This is the reason why operating margins have reduced to 4.8% of the revenue
sale compared with 5.7% during the corresponding quarter of the previous year.
Among individual retailers, Pantaloon Retail continues to outgrow the industry –

it recorded 57% a YoY growth in net sales during March 2008 quarter. Although
it is lower compared with the 63% growth recorded during the December quarter,
momentum continues to favour the company. New stores drove the growth in
value-for-money format - strategies such as KB's Fair Price and online shopping
are picking up. Their home store division has also been doing well. Next on
growth charts is Provogue, which grew 40% in the last quarter, similar to the
previous quarter.
In short, setting up of new stores has resulted in higher working capital funding,
which has raised the industry's interest outgo. For Pantaloon, interest cost has
almost doubled during the current quarter - as a proportion of sales, it has
increased from 2.7% to 3.2% on a YoY basis. Provogue seems to be an
exception in this as it recorded the highest increase of 100 basis points in
interest cost for March 2008. Overall, the profitability margin has seen a sharp
decline.
Only Shoppers Stop has registered some profit compared with its performance in
the corresponding quarter of the previous year. The company's net profit margin
now stands at 0.7% of net sales as compared to -1% in March 2007 quarter. It
can be concluded that margins of retail companies seem to have been hit by
costs related to their ambitious expansion programmer. Expansion plans for
some of them are running behind schedule. It has led to higher interest cost, yet
retail companies are trying hard to cut costs by keeping inventory and carrying
costs under control.
Big retailers at loggerheads with MNCs over brands
A serious conflict is brewing between Indian retailers and multinationals over

imports of global brands. To stay afloat in the dog-eat-dog world of retail, local
retailers have reached arrangements with overseas players to bring in some
international brands, rattling many MNCs who manufacture or market these
products locally. In some cases, these brands have not yet been introduced in
India.
Several major MNCs with a long presence in India are invoking the Intellectual
Property Rights (imported goods) Enforcement Rules 2007 to stop retailers from
importing foreign brands. Hindustan Unilever, L’Oreal, Lancôme Perfumes,
Oakley Inc, Nivea and Mico have already registered several brands with the
Customs department. Sources said other MNCs are expected to follow suit.
Market circles perceive this as a move to prevent Indian retailers from getting
first access to these brands. Some of the retailers are debating plans to legally
contest the move, since they possess a free sale certificate from the source of
import. Retailers like Big Bazaar & Food Bazaar, Reliance Retail, Spencer’s and
Sankalp Retail (MyDollarStore), among others, have begun importing sizeable
consignments of leading consumer brands and their variants for better fill rates,
product variety and higher margins.
However, the multinationals are not amused, and claim that it leads to loss of
business opportunity, unfair competition and product cannibalization. The
fundamental issue here, according to analysts, is that the Indian arms of the
leading FMCG companies would like to control the way their brands are
marketed and sold. They would also like to determine when new products and
variants of existing products should be introduced in India.
A key reason for retailers to step up imports is bottom lines. Profit margins on
imported products are around 20% more than local brands, where producers and
retailers are at loggerheads over sharing margins.
“We are concerned over issues like protecting the properties of our brands,
including quality and consumer perception. Such unplanned imports create
brand confusion in the minds of consumers, since the properties of an imported
brand are completely different from the domestic ones, which are localized to
suit the specific region’s requirements. An unpleasant experience may work
against our brand,” said a high-ranking official in a leading multinational, which
makes personal care products.
Retailers claim they are creating ‘demand in advance’ for the multinationals,
which would otherwise have to invest heavily in marketing and ad spends to
promote the brands. Analysts say the developments are the natural effects of a
globalize market that India is moving towards, which upsets the conventional
distribution and trade practices.
State of Competition in the Wholesale and Retail Sector
The study assesses the state of competition in the Philippine wholesale and
retail sector, focusing on the distribution of specialized goods and
pharmaceutical products. It uses the traditional tools of analysis like
concentration ratios and price-cost margins in determining the competitive state
of the sector. The study also analyzes the other dimensions in retail competition
like price, geographical location, and retail product and retail service. Industry
data from the National Statistics Office were used in the analysis, aided by a
small-scale survey conducted in the Metro Manila area.
The department store and grocery sub sector appears to operate in a

competitive environment despite the presence of two big dominating firms in the
market. No price or quantity leader-follower behavior was observed, as validated
by the tools used in the analysis. On the other hand, one firm, whose strategic
advantages include economies of scope and space, retail image and consumer
loyalty, dominates the distribution of pharmaceutical products. Potential market
entrants face these forms of challenges-- factors that are not regarded as
anti-competitive and are welfare enhancing to the general public.
The need for competition policy is recommended to guard against possible

merger of the giant firms in the department store and grocery sub sector. Any
possible collusion between the big firms could result to a monopolistic outcome.
The study observes that the apparent high price of pharmaceutical products is
mainly attributed to the manufacturing process, and not at the distribution of
these goods. Hence, it is recommended that a study analyzing the state of
competitiveness of manufacturing pharmaceutical products be conducted. Thing
else that is timely, authentic Electronics retail sector could get new competition
Types of Retailing
There are several types we can see in Retailing. They are like:
Specialty Store:
Narrow product line with deep assortment, viz apparel stores, book stores etc. A
clothing store would be a single line store, men's clothing store would be limited
line store &men's custom-shirt store would be a super specialty store.
Example: The limited, The Body Shop.
Departmental Store:
Several products lines-typically clothing, household goods, home furnishings-
with each line operated as a separate department managed by specialist buyers
or merchandisers.
Example: Sears, Bloomingdale's.
Supermarkets:
Relatively large, low-cost, low-margin, high volume, self-service operation
designed to serve total needs for food, laundry & household maintenance
products.
Example: Kroger, Safeway.
Convenience Stores:
Relatively small store located near residential area, open long hours, seven days
a week and carrying a limited line of high-turnover convenience products at
slightly higher prices.
Example: 7-Eleven, Circle K.
Discount Store:
Standard merchandise sold at lower prices with lower margins and higher
volumes. True discount stores regularly sell merchandise at lower prices and
offer mostly national brands.
Example: Wal-Mart, Kmart.
Off-price retailer:
Merchandise bought at less than regular wholesale prices & sold at less than
retail; often leftover goods, overruns and irregulars obtained at reduced prices
from manufacturers or other retailers.
Factory outlets are owned and operated by manufacturers and normally carry the
manufacturer's surplus, discontinued or irregular goods.
Example: Mikasa (dinnerware), Dexter (shoes)
Independent off-price retailers are owned & run by entrepreneurs or by divisions
of larger retail corporations.
Example: T.J.Maxx, Filene's Basement.
Superstore:
Averages 35,000 square feet of selling space traditionally aimed at meeting
consumers' total needs for routinely purchased food and non-food items. Usually
offer services such as laundry, dry cleaning, shoe repair, check cashing & bill
paying.
A new group called "category killers" carries a deep assortment in a particular
category & a knowledgeable staff.
Example: Borders books & Music, IKEA.
Combination stores are a diversification of the supermarket store into the
growing drug and- prescription field. Combination food & drug stores average
55,000 square feet of selling space.
Example: Jewel & Osco stores.
Hypermarkets range between 80,000 and 220,000 square feet and combine
supermarket, discount & warehouse retailing principles. Product assortment
goes beyond routinely purchased goods & includes furniture, large & small
appliances, clothing items and many other items. Bulk display & minimum
handling by store personnel with discounts offered to customers who are willing
to carry heavy appliances and furniture out of the store.
Hypermarkets originated in France.
Example: Carrefour and Casino (France), Pyrca, Continente and Alcampo
(Spain).
Emerging trends in Indian organized retail sector

BPO industry in India
BPO (Business Process outsourcing) is one of the fastest growing segments of

the Information Technology Enabled Services (ITES) industry in India. Business
Process Outsourcing refers to the delegation of one or more IT-intensive
business process to an external provider that in turn owns administers and
manages the selected process based on defined and measurable performance
criteria. The Indian BPO industry is constantly growing and a lot of fortune 500
companies are outsourcing services to India. There are several reasons for
India’s emergence as one of leading outsourcing destinations. India is very rich
in educated and talented human resource. India is one of the pioneers in
software development. India has an excellent technical facilities and
infrastructure for setting up call centers. Time zone difference between India and
America has also worked to the advantage of Indian BPO industry. India has an
8-12 hour time zone difference with respect to the US and other developed
markets. Most of the Indian cell centers servicing American customers have
timings between 5:30 pm to 9:30 am this time zone difference allows Indian
companies BPO’s to service American clients by working in the nights. last but
not the least India has huge pool of English speaking workforce that provides
excellent voice based services at extremely competitive costs resulting in huge
savings for companies. Some of the leading BPO companies in India are
· GE capital.
· Converges
· Wipro Spectra mind.
· Dell
· ICICI One Source
· MphasiS.
Inflation in India
Inflation in India is at an acceptable level and remains much lower than in many
other developing countries. But off late prices of essential commodities such as
food grain, edible oil, vegetables etc have risen sharply and in the process
driving up the inflation rate.
Inflation is defined as a sustained increase in the general level of prices for

goods and services. It is measured as an annual percentage increase. As
inflation rises the value of currency goes down. The current rise in inflation has
its roots in supply-side factors. There was shortfall in domestic production
vis-à-vis domestic demand and hardening of international pieces, prices of
primary commodities, mainly food items. Wheat, pulses, edible oils, fruits and
vegetables, and condiments and spices have been the major contributors to the
higher inflation rate of primary articles. The inflation was also accompanied by
buoyant growth of money and credit. While GDP growth zoomed to 9.0 per cent
per annum, the board money (M3) grew by more than 20 per cent.
Inflation is calculated on the bases of Wholesale Price Index (WPI) while in

other countries it is calculated on Consumer Price Index (CPI).
The emerging trends in the Indian organized retail sector would help the
economic growth in India.
There is a fantastic rise in the Indian organized retail sector in a very short period
of time between 2001 and 2006. Eventually, out of the shadows of the
unorganized retail sector, India has a chance of tremendous economic growth,
both in India and abroad.
The emerging trends in the Indian organized retail sector are also adding up to
the development of the Indian organized retail sector. The relaxation by the
government on regulatory controls on foreign direct investments has added to
the process of the growth of the Indian organized retail sector.
The infrastructure of the retail sector will evolve radically in the recent future. The
emergences of shopping malls are increasing at a steady pace in the metros and
there are further plans of expansion which would lead to 150 new ones coming
up in India by 2008. As the count of super markets is going up much faster than
rate of growth in retail sector, it is taking the lion’s share in food trade.
The growth of the Indian organized retail sector is anticipated to be heavier than
the growth of the gross domestic product. Alterations in people's lifestyle, growth
in income levels, and encouraging conventions of demography are proving
favorable for the new emerging trends in the Indian organized retail sector.
The success of this retail sector would also lie in the degree of penetration into
the lower income strata to tap the possible customers in the lowest levels of
society. The demands of the buyers would also be enhanced by more access to
credit facilities. With the arrival of the Transnational Companies (TNC), the
Indian retail sector will undergo a transformation. At present the Foreign Direct
Investments (FDI) is not encouraged in the Indian organized retail sector but
once the TNC'S get in they inevitably try to oust their Indian counterparts. This
would be challenging to the retail sector in
India.
The trends to follow in the future:

The Indian Organized retail sector will grow up to 10% of total retailing by 2010.
No one single format can be assumed, as there is a huge difference in cultures
regionally.
The most encouraging format now would be the hyper marts.
The hyper mart format would be further encouraged with the entry of the MNCs
Current Scenario
· · A glimpse of the International Retail

· · One of the world's largest industries exceeding US$ 9 trillion
· · 47 global fortune companies & 25 of Asia's top 200 companies are
retailers
· · Dominated by developed countries
· · US, EU & Japan constitute 80% of world retail sales.
· · Biggest player in India is Pantaloon Retail India Limited.
Percentage of Organized Retail
USA - 85%
Taiwan - 81%
Malaysia - 55%
Thailand - 40%
Brazil - 36%
Indonesia - 30%
Poland - 20%
China - 20%
India - 3%
Key players
The existing players like Big Bazaar, More Retail outlay, Vishal Mega Mart,
Shoppers' Stop, Pyramid are expanding to smaller towns and cities. Many other
business houses are planning to enter the retail sector either on their own or
through partnerships. New entrants like Reliance Retail Ltd and Wal Mart are
going to enter the market soon. Even rural areas will provide a huge opportunity
to be explored.
COMPANY PROFILE
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple
retail formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered in Mumbai (Bombay), the company operates over 10
million square feet of retail space, has over 1000 stores across 61 cities in India
and employs over 30,000 people.
The company’s leading formats include Pantaloons, a chain of fashion
outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a
supermarket chain, blends the look, touch and feel of Indian bazaars with
aspects of modern retail like choice, convenience and quality and Central, a
chain of seamless destination malls. Some of its other formats include, Depot,
Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all, Top 10, m Bazaar
and Star and Sitara. The company also operates an online portal,
futurebazaar.com.A subsidiary company, Home Solutions Retail (India) Limited,
operates Home Town, a large-format home solutions store, Collection i, selling
home furniture products and E-Zone focused on catering to the consumer
electronics segment.
Pantaloon Retail was recently awarded the International Retailer of the Year
2007 by the US-based National Retail Federation (NRF) and the Emerging
Market Retailer of the Year 2007 at the World Retail Congress held in
Barcelona. Pantaloon Retail is the flagship company of Future Group, a
business group catering to the entire Indian consumption space.
Future Group is one of the country’s leading business groups present in retail,
asset management, consumer finance, insurance, retail media, retail spaces and
logistics. The group’s flagship company, Pantaloon Retail (India) Limited
operates over 10 million square feet of retail space, has over 1,000 stores and
employs over 30,000 people.
Future Group is present in 61 cities and 65 rural locations in India. Some of

its leading retail formats include, Pantaloons, Big Bazaar, Central, Food Bazaar,
Home Town, e Zone, Depot, Future Money and online retail format,
futurebazaar.com
Future Group companies includes, Future Capital Holdings, Future Generally
India Indus League Clothing and Galaxy Entertainment that manages Sports
Bar, Brew Bar and Bowling Co. Future Capital Holdings, the group’s financial
arm, focuses on asset management and consumer credit. It manages assets
worth over $1 billion that are being invested in developing retail real estate and
consumer-related brands and hotels.
The group’s joint venture partners include Italian insurance major, Generally,
French retailer ETAM group, US-based stationary products retailer, Staples Inc
and UK-based Lee Cooper and India-based Talwalkar’s, Blue Foods and Liberty
Shoes.
Future Group’s vision is to, “deliver Everything, Everywhere, Every time to Every
Indian Consumer in the most profitable manner.” The group considers
‘Indian-ness’ as a core value and its corporate credo is - Rewrite rules, Retain
values.
Futurebazaar.com is owned and operated by Future Bazaar India Ltd., a
subsidiary of Pantaloon Retail (India) Limited.
Future Group Manifesto:

“Future” – the word which signifies optimism, growth, achievement, strength,
beauty, rewards and perfection. Future encourages us to explore areas yet
unexplored, write rules yet unwritten; create new opportunities and new
successes. To strive for a glorious future brings to us our strength, our ability to
learn, unlearn and re-learn our ability to evolve.
We, in Future Group, will not wait for the Future to unfold itself but
create_futurescenarios in the consumer space and facilitate consumption
because consumption is development. Thereby, we will effect socio-economic
development for our customers, employees, shareholders, associates and
partners.
Our customers will not just get what they need, but also get them where, how
and when they need. We will not just post satisfactory results, we will write
success stories. We will not just operate efficiently in the Indian economy, we will
evolve it.
We will not just spot trends; we will set trends by marrying our
understanding of the Indian consumer to their needs of tomorrow.
It is this understanding that has helped us succeed. And it is this that will help us
succeed in the Future. We shall keep relearning. And in this process, do just one
thing.
Rewrite Rules and Retain Values
Group Vision:
Future Group shall deliver Everything, Everywhere, Every time for Every Indian
Consumer in the most profitable manner.
Group Mission:
We share the vision and belief that our customers and stakeholders shall 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 shall
be efficient, cost- conscious and committed to quality in whatever we do.
We shall 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 & Humility: to respect every individual and be humble in our
conduct.
· Introspection: leading to purposeful thinking.
· Openness: to be open and receptive to new ideas, knowledge and
information.
· Valuing and Nurturing Relationships: to build long term relationships.
· Simplicity & Positivity: Simplicity and positivity in our thought, business
and action.
· Adaptability: to be flexible and adaptable, to meet challenges.
· Flow: to respect and understand the universal laws of nature.
Lines of Business
· E-TAILING
· FOOD
· BOOKS/MUSIC
· FASHION
· TELECOM/IT
· HOME/ELECTRONICS
· GENERAL MERCHANDISE
· LEISURE/ENTERTAINMENT
Stock Information
Listed on: Bombay Stock Exchange
Stock Code: BOM:523574
Company Timeline
Major Milestones
1987: Company incorporated as Manz wear Private Limited. Launch of
Pantaloons, India’s first formal trouser brand.
1991: Launch of BARE, the Indian Jeans brand.
1992: Initial public offer(IPO) was made in the month of May.
1994; The Pantaloon Shoppe – an exclusive men’s wear store in franchise
format launched across the nation. The company starts the distribution of
branded garments through multi brand retail outlets across the nation.
1995: John Miller – Formal shirt brand launched.
1997: Company enters modern retail with the launch of the first 8000 square feet
store,
Pantaloons in Kolkata.
2001: Three Big Bazaar stores launched within a span of 22 days in Kolkata,
Bangalore and
Hyderabad.
2002: Food Bazaar, the supermarket chain was launched.
2004: Central – India’s first seamless mall was launched in Bangalore.
2005 :Group moves beyond retail, acquires stakes in Galaxy Entertainment,
Indus League Clothing and Planet Retail. Sets up India’s first real estate
investment fund Kshitij to build a chain of shopping malls.
2006; Future Capital Holdings, the company’s financial is formed to manage over
$ 1.5 billion in real estate, private equity and retail infrastructure funds. Plans
forays into retaining of consumer finance products.
Home Town, a home building and improvement products retail chain was
launched along
with consumer durables format, E zone and furniture chain, Furniture Bazaar.
Future group enters into joint venture agreements to launch insurance products
with
Italian insurance major, Generali.
Forms joint ventures with US office stationery retailer, staples.
2007 Future Group crosses $1billion mark.
Specialized companies in retail media, logistics, IPR, and brand development
and retailed
technology services become operational.
Pantaloon retail wins the International retailer of the year at US- based National
Retail
Federation convention in New York and Emerging Retailer of the year award at
the
World Retain Congress held in Barcelona.
Futurebazaar.com becomes India’s most popular shopping portal.
2008 Future Capital Holdings becomes the second group company to make a
successful Initial
Public Offering in the Indian capital markets.
Big Bazaar crosses the 100 store mark, marking one of the fastest ever
expansion of a
Hypermarket anywhere in the world.
Total operational retail space crosses 10 million square feet mark.
Future Group acquires rural retail chain, Aadhar present in 65 rural locations
Big Bazaar:
Big Bazaar is a chain of department stores in India, currently with 92
stores. It is owned by the Pantaloon Retail India Ltd, Future Group. It
works on the same economy model as Wal-Mart and has considerable success
in many Indian cities and small towns.
The goods are supplied from the Bangalore branch of Big Bazaar. The Big
Bazaar, Chennai branch consists of 200 employees. It has 19 departments.
The functional areas in Big Bazaar are Human resource, marketing, IT,
admin, commercial, tailoring and logistics.
The departments are given below.
Medicine bazaar (thulasi)
NBD(glasses,watches,car accessories,helmet,cosmetics)
Mobile bazaar
Men’s wear
Women’s wear
Kids wear
Foot wear
Luggage’s
Electronics bazaar
Furniture’s
Home linen& Home décor
Depot
Crockery
Utensils
Future money
Plastics
Toys
Food Bazaar
Customer service desk
The sales persons working there are well trained to serve the customers.
They are getting promotion as team leader for their best performance with
increase in salary and incentives are also given. Employee discount cards are
given to every employee for their purchasing in Big Bazaar.
The idea was pioneered by entrepreneur Kishore Biyani, the CEO of
Future Group.
It is the biggest and the fastest growing chain of department store and aims to
have 150 by June 2009 and 350 stores by the end of year 2010. Currently Big
Bazaar stores are located only in India.
Big Bazaar is not just another hypermarket. It caters to every need of a
family. Where Big Bazaar scores over other stores is its value for money
proposition for the Indian consumers.
At Big Bazaar, we can get the best products at the best prices - that’s what
they guarantee. With the ever increasing array of private labels, it has opened
the doors into the world of fashion and general merchandise including home
furnishings, utensils, crockery, cutlery, sports goods and much more at prices
that will surprise you. And this is just the beginning. Big Bazaar plans to add
much more to complete your shopping experience.
Many Big Bazaar stores have a grocery department and vegetable section
called the Food Bazaar. Big Bazaar stores in Metros have a gaming area and
kids' play area for entertainment. These have proven to be very popular as a
hang-out area for people of all age groups.
Board of Directors:
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and
the Group Chief Executive Officer of Future Group. He has led Pantaloon
Retail’s emergence as the India’s leading retailer operating multiple retail formats
that now cater to almost the consumption basket of a large section of Indian
consumers.
Kishore Biyani led the company’s foray into organized retail with the opening
up of the Pantaloons family store in 1997. This was followed in 2001 with the
launch of Big Bazaar, a uniquely Indian hypermarket format that democratized
shopping in India. It blends the look, touch and feel of Indian bazaars with
aspects of modern retail like choice, convenience and quality. This was followed
by a number of other formats including Food Bazaar, Central and Home Town.
The year, 2006 marked the evolution of Future Group, that brought together
the multiple initiatives taken by group companies in the areas of Retail, Brands,
Space, Capital, Logistics and Media. Kishore Biyani advocates ‘Indianness’ as
the core value driving the group. The group’s corporate credo is ‘Rewrite Rules,
Retain Values.’
Kishore Biyani was awarded the Ernst & Young Entrepreneur of the Year 2006
in the Services Sector and the Lakshmipat Singhania - IIM Lucknow Young
Business Leader Award by Prime Minister, Dr. Manmohan Singh in 2006. He
was also awarded the CNBC First Generation Entrepreneur of the Year 2006.
Kishore Biyani was born in August, 1961 and is married to Sangita and
they have two daughters. He recently authored a book, ‘It Happened In India’
that captures his entrepreneurial journey and the growth of modern retailing in
India.
Mr. Gopikishan Biyani – Wholetime Director

Mr. Rakesh Biyani – Wholetime Director
Mr. Ved Prakash Arya – Director
Mr. Shailesh Haribhakti – Independent Director
Mr. S. Doreswamy – Independent Director
Dr. D.O. Koshy – Independent Director
Ms. Anju Poddar – Independent Director
Ms. Bala Deshpande – Independent Director
Mr. Anil Harish – Independent Director
Awards and Recognition:
Coca-Cola Golden Spoon Awards 2008
· Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani
· Most Admired Food & Grocery Retailer of the Year – Supermarkets: Food
Bazaar
· Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big
Bazaar
· Most Admired Retailer of the Year - Dynamic Growth in Network
Expansion across Food, Beverages & Grocery: Future Group
· Most Admired Food & Grocery Retailer of the Year - Consumer's Choice:
Big Bazaar
Coca-Cola Golden Spoon Awards 2008, were given away for the first time as
a culmination of the ‘Food Forum India 2008’ – a two day convention which saw
the participation of leading brands, retailers & retail support organizations from
across the globe. The awards were presented to honour enterprise, innovation
and achievement in the food retailing business as a benchmark of excellence.
The Reid & Taylor Awards For Retail Excellence 2008

· Retail Leadership Award: Kishore Biyani
· Retail Best Employer of the Year: Future Group
· Retailer of The Year: Home Products and Office Improvements:
HomeTown
The Reid & Taylor Awards for Retail Excellence are an important feature of the
Asia Retail Congress - Asia’s single most important global platform to promote
world-class retail practices - and are aimed at honouring the best, in Asian Retail
scenario. India played host to Asia Retail Congress 2008.
DATA ANALYSIS
AND
INTERPRETATION
DEMOGRAFIC INFORMATION
1. AGE
Age No. of respondents Percentage

16-25 30 12
26-35 82 33
36-45 102 41
46 Above 36 14
CHART NO: 1
INTERPRETATION:
From the above table it can be interpreted that 12% of customers falls in the age
group 16-25. 33% of customers fall in the age group 26-35. 41% of customers
fall in the age group 36-45. 14% of customers fall in the age group>46.
2. GENDER.
Age No. of respondents Percentage

Male 102 41
Female 148 59
CHART NO: 2
INTERPRETATION:
From the given data it has been interpreted that most of the respondents were
female with 59%and the number of male respondents were 41% which was less
compared to the female respondents.
3. MONTHLY INCOME LEVEL.
Income No. of respondents Percentage

Below Rs.10000 44 18
Rs 10000-20000 118 47
Rs.20000-30000 62 25
Above 30000 26 10
CHART NO: 3
INTERPRETATION:
From the above chart I can come to know that, among 250 respondents, 47% of
have income in between 10000-20000.and 25% have income in between
20000-30000 ,but 18% have income below 10000 and have income above
30000.
4.EDUCATIONAL QUALIFICATION
Qualification No.of respondents Percentage

SSLC 19 8
PLUS-TWO 54 22
DEGREE 96 38
PG 69 27
Ph.D 12 5
CHART NO: 4
INTERPRETATION:
According the chart we can see that about 80% of the respondent have higher
educational qualification and only 20% of the respondent have low educational
qualification.
5.Daily Newspaper.
News Paper No. of respondents Percentage

Indian Express 18 7
The Hindu 98 39
Times of India 28 11
Thinamalar 19 8
Thinathanthi 35 14
Dinakaran 43 17
Decan chronicle 9 4
CHART NO: 5
INTERPRETATION:
According the chart we can see that about 39 % of the respondent read The
Hindu ,7% Indian Express, 11%Times of India., 8%Thinamalar ,14%
Thinathanthi17% Dinakaran 4%Decan chronicle for daily news.
1) How did you come to know about big bazaar
No. of Respondents Percentage

Friends 90 36
Family 38 15
Advertisement 116 47
Spouse 6 2
CHART NO: 6
INTERPRETATION:
From the above chart I can come to know that, among 250 respondents, 47% of
them come to know about Big Bazaar through advt., 36% of the respondents told
that through their friends, 15% of them through their family , and 2% came to
know through their spouse.
2.How frequently do you visit Big Bazaar?
Visit No.of Respondents Percentage

Daily 0 0
Weekly 40 16
Monthly 115 46
Occasionally 65 26
Time of sales promotion 30 12
CHART NO: 7
INTERPRETATION:
According the chart we can see that about 46 % of the respondent visit monthly
and 16%of the respondent visit weekly for the shopping. 26% of the respondent
visit occasionally and nobody will come daily for shopping. Also impact of sales
promotion on their visit to store is not much, only few of them like to for shopping
at the time of sale promotion
3.Do you like to shop during the various sales promotion offers?

Highly agree 22 9
Agree 221 88
Disagree 7 3
Highly Disagree 0 0
Not Sure 0 0
CHART NO: 8
INTERPRETATION:
- Sales promotion is very effective tool to entice people for shopping as great
number of people that is 88% agree and 9% highly agree that they like to shop
during various sales promotions. Only 3% not like to shop during various sales
promotions.
4 What is your of first thought at the mention sales promotion in Big

Bazaar?
No.of Respondents Percentage

Offers 136 54
%discounts 44 18
Price slash 55 22
Fre gifts 15 6
CHART NO: 9
INTERPRETATION:
Maximum people associate sales promotional offers with the Offers . As major
Pie in chart covered by offers 54% . %Discount 18%.,price slash22%,free gift
6%.
5.Where do you usually hear/see about the sales promotion offers?

Print Media 122 49
TV 46 18
Word of mouth 78 31
Internet 4 2
CHART NO: 10
INTERPRETATION:
It seems from the above chart that Print media is dominant in communicating to
customer about the sakes promotion with 49 % of respondent preferring the print
media. Most of the customer also came to know about the sale promotion from
word of mouth.
6. Do you buy in bulk during the sales promotion offers?

YES 232 93
NO 18 7
CHART NO: 11
INTERPRETATION:
About 93 %of peoples tend to buy in bulk during sale promotional offers; only7%
of them does not buy in bulk during the sale promotion
6. DO you believe QUALITY is maintained at the time sales promotion

offers?

YES 209 84
NO 41 16
CHART NO: 12
INTERPRETATION:
About 84 %of the respondents believe that the quality products are maintained
big bazaar at the time of the sale promotion offer. But 16 %people who are
against the idea.
8.Do you visit Big Bazaar only when Sales Promotion schemes are offered?

YES 110 44
NO 140 56
CHART NO: 13
INTERPRETATION
56% of the respondent visits the stores regularly. They do not wait for any
schemes or offer but.44% of the respondents are visit store only when sales
promotion schemes are offered.
9. Would you like to change from your regular BRAND for the sake of Sales
Promotion?

Yes I do, if offer us 88 35
good.
For some product 133 53
No ,stick to my brand 29 12
CHART NO: 14
INTERPRETATION
35% of the respondents will tend to switch their brand if a good offer is given to
them and also about 53% of them will switch for some of the products only. A
very percent of respondents stick to their brand irrespective of any sale
promotion offer
10. How do you feel about sales persons and promoters?

Outstanding 0 0
Excellent 55 22
Good 135 54
Average 55 22
Bad 5 2
CHART NO: 15
INTERPRETATION:
76% of the respondents are satisfied by the sales persons and promoters in the
store rest 24% respondents are not satisfied by the sales persons and promoters
in the store.
11. Which Sales Promotion strategies of Big Bazaar you prefer?

Monthly savings bazaar 126 50
Wednesday bazaar 33 13
Exchange offers 26 10
Jan 26 offers 52 21
August 15 offers 13 6
CHART NO: 16
INTERPRETATION:
It seems from the above chart 50% of the respondent prefer Monthly savings
bazaar ,13% of the respondent prefer Wednesday bazaar.10% of the
respondent prefer Exchange offers.21% the respondent prefer Jan 26 offers and
only 6% the respondent prefer August 15 offers .
12.Which language do you prefer in offer display board?

Tamil 32 13
English 70 28
Both 148 59
CHART NO: 17
INTERPRETATION:
About 59 %of the respondents are like the display board to be in both Tamil $
English , 28 %of the respondents are like the display board to be only in English
and only 13% like Tamil .
13. How do you feel when the offers change from week to week?

Beneficiary 168 67
Not Beneficiary 82 33
CHART NO: 18
INTERPRETATION:
About 67 %of peoples are satisfied when the offers change from week to week
and 33% of peoples are not satisfied when the offers change from week to week
..
14. In offer days the shopping experience in Big Bazaar is,

Outstanding 7 3
Excellent 73 29
Good 98 39
Average 62 25
Bad 10 4
CHART NO: 19
INTERPRETATION:
ut of 250 respondent, 39% people has good shopping experience in big bazaar,
25% has average and 29% people has excellent. But 3% has outstanding
shopping experience and 4% has bad shopping experience.
Maximum numbers of people has a better experience of shopping in offer days.
15. ) Discounts and Offers served in Big Bazaar is always

Outstanding 15 6
Excellent 80 32
Good 95 38
Average 54 22
Bad 6 2
CHART NO: 20
INTERPRETATION:
Out of 250 respondents, Discounts and offers served in big bazaar is good said
by 38% customers, 32% feel it is excellent and only 6% feel outstanding. But
24% customers are not satisfied by Discounts and offers served in the big
bazaar.
16.Do you wait for the offers to make purchase?

YES 138 55
NO 112 45
CHART NO: 21
INTERPRETATION:
About 55 %of peoples wait for the offers to make purchase and 45% don’t wait
for the offers to make purchase .
17.Do you feel that Big Bazaar provide you value for money?

YES 228 41
NO 22 9
CHART NO: 22
INTERPRETATION:
Out of 250 respondent, 82% of the respondents feel that big bazaar provide you
value for money, 18% feel not.
FINDINGS
SUGGESTIONS
SUGGESTIONS
BIBLIOGRAPHY
THOUFEEK. A
tt87@in.com
9496327136

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EFFECTIVENES OF SALES PROMOTION

Marketing is the business function that aims to accomplish of an

Promotion is a key part of the marketing program and is

Sales promotion is used along with personal selling, public

Sales promotion describes promotional methods using special

Sales promotions are often confused with advertising. For instance, a

While the delivery of the marketer’s message through television

Need for Study:

Promotion is a challenging task in today’s market situation as many

SCOPE OF THE STUDY

· To study the Impact of sales promotion on consumer Behaviour

MEANING OF RESEARCH- Research is an active, diligent, and systematic

Two hundred and fifty respondents were randomly selected .

PERIOD OF THE STUDY:

SAMPLE DESIGN- Simple random method

SOURCES OF DATA COLLECTION- Data collected in this project is both

PRIMARY DATA - The Primary data collection is done through a structured

SECONDARY DATA - Secondary sources are the other important sources

The Indian retailing industry is becoming intensely competitive, as more and

1. Introduction to retail industries.

Retailers, like manufacturers, must prepare marketing plans that include

Wholesaling includes all the activities involved in selling goods or services to

Wholesalers, too, must make decisions on their target market, product

· Airlines & travel agents

TECHNOLOGIES USED IN RETAILING SECTOR

· Largely urban phenomenon, pace of growth is still slow.

The trend in the Industry

Evolution of Indian Retail Industry

Retailing in India: a forecast

Future of organized retail in India looks bright. According to recent researches it

INDIA: A Hot Spot

India retail industry is expanding itself most aggressively; as a result a great

As the contemporary retail sector in India is reflected in sprawling shopping

Growth drivers in India for retail sector

Employment opportunities in retail sector in India

Challenges of Retailing in India

India Retail attempts to capture excitement of Retail Business in India by

Among individual retailers, Pantaloon Retail continues to outgrow the industry –

Big retailers at loggerheads with MNCs over brands

A serious conflict is brewing between Indian retailers and multinationals over

State of Competition in the Wholesale and Retail Sector

The department store and grocery sub sector appears to operate in a

The need for competition policy is recommended to guard against possible

Emerging trends in Indian organized retail sector

BPO (Business Process outsourcing) is one of the fastest growing segments of

Inflation is defined as a sustained increase in the general level of prices for

Inflation is calculated on the bases of Wholesale Price Index (WPI) while in

The trends to follow in the future:

· · A glimpse of the International Retail

Percentage of Organized Retail

Future Group is present in 61 cities and 65 rural locations in India. Some of

Future Group Manifesto:

Rewrite Rules and Retain Values

Mr. Gopikishan Biyani – Wholetime Director

Awards and Recognition:

Coca-Cola Golden Spoon Awards 2008

The Reid & Taylor Awards For Retail Excellence 2008

Age No. of respondents Percentage

Age No. of respondents Percentage

3. MONTHLY INCOME LEVEL.

Income No. of respondents Percentage

Qualification No.of respondents Percentage