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Summer Training Report At

On Impact Of Promotions And Marketing Activities On Customers

Submitted by

Prashant Singh in partial fulfilment of the requirement for the degree of Master of Business Administration Project Supervisors Abhineet Kumar Singh Company Mentor Prof. S.K. Dubey Faculty Mentor

Faculty of Management Studies Banaras Hindu University

Roll Number: 32

Enrolment No:

Batch 20012-14

Retailing in India is witnessing a huge revamping. India is rated the fifth most attractive emerging retail market, estimated to be US$ 200 billions, of which organized retailing (i.e. modern trade) makes up 3 percent or US$ 6.4 billions.

The growth of retail sector in India is due to following reasons:

o Low share of organized retailing o Falling real estate prices o Increase in disposable income and customer aspiration o Increase in expenditure for luxury items o Increase in young working population o High pay packets, nuclear families

Future Group is one of the Countrys leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics. The groups flagship Company, Pantaloon Retail (India) Limited .Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market.

Retail Sector in India Retail is booming sector in India. Retail, one of Indias largest industries, has presently emerged as one of the most dynamic and fast paced industries with several players entering the market. Retail Accounts for over 10 per cent of the countrys GDP and around eight per cent of the employment in India. As the contemporary retail sector in India is reflected in sprawling shopping centers, multiplexmalls 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. The trends that are driving the growth of the retail sector in India are

Low share of organized retailing Falling real estate prices Increase in disposable income and customer aspiration Increase in expenditure for luxury items

Another credible factor in the prospects of the retail sector in India is the increase in the young working population. In India, high 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.

Future Group Future Group is one of the countrys leading business groups present in retail, asset management, consumer finance, insurance, retail media, retail spaces and logistics. The groups flagship company, Pantaloon Retail (India) Limited operates over 7 million square feet of retail space, has over 1000 stores across 53 cities in India and employs over 25,000 people. Some of its leading retail formats include, Pantaloons, Big Bazaar, Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail format, Future Group companies includes, Future Capital Holdings, Future Generali India Indus League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and Bowling Co. The groups joint venture partners include Italian insurance major, Generali, French retailer ETAM group, US-based stationary products retailer, Staples Inc and UK-based Lee Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes. Future Groups vision is to, deliver Everything, Everywhere, Everytime 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. CORPORATE STATEMENT

Future Group Manifesto Future the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages 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.

OBJECTIVES To test the effectiveness of the communication of the offers to the consumers To test the awareness level among public with respect to offers of Big Bazaar To assess the attractiveness of the offers to customers at Big Bazaar To find out the competitive differences of Big Bazaar with other Retail competitors.


Data Source

Primary Data (From questionnaire and personal interaction), Secondary data -Website,

Research approach Research Instrument Sample plan Sample unit Sampling method Sample Size

: : : : : :

Survey method. Questionnaire Personal Interview Customers of Big Bazaar,Shalimaar Plaza Convenience sampling 250 customers

DURATION OF PROJECT Duration of the Project 17th May ,2013 to 17th July 2013.

LIMATATION OF STUDY Customers did not respond, so I had to find many customers for survey

Majority (84%) of the customers surveyed were aware of the Promotional offers at Big Bazaar Newspaper was the most effective mode for communication, followed by hoardings and TV advertisements. Promotional offers are noticed and heard by the customers during their shopping 65% of the customers visit Big Bazaar once in a week, either on Wednesdays or week ends, followed by customers visiting once in a month and as-and-when required.

26% strongly agree, 40% agree, 22% neither agree nor disagree and remaining customers disagree Customers preferred clothing followed by groceries, electronic items and furnitures

Majority (85%) of customers availed benefit of promotional offers 49% of the customers availed Free offers 36% availed Discount offers.

Majority (87%) of customers did communicate benefits of promotional offers to their friends and relatives. 86% of customers find price better compared to other retail stores

Customers found Quality at Big Bazaar good as compared to other retail stores Customers feel product range good at Big Bazaar

Promotional offers are good compared to other retail stores as per the customers


16% of the surveyed customers were not aware of promotional offers, so the Company should ensure that maximum customers know about promotional offers visiting Big Bazaar and there should make aware of offers to general public. 34% of the customers are not attracted to promotional offers because of short range of electronic items and some doubt the quality of the products on which promotional offers are declared. The Company should take note of this.

Some customers are disappointed because of short period of promotional offers as they visit Big Bazaar after the offer period is over. Such customers should be convinced that similar offers would be declared soon. The duration of the discount offers must be increased, so that more number of customers can avail the benefit. Most of the customers prefer clothing (50%) and groceries (32%) , the Company has to attract the customers towards and electronic items and furnitures through increased product range,diversity and promotional offers. The promotional offers on Wednesdays can also be extended to Tuesdays and Sundays so that more number of customers will get benefit of the offers and thus sales increase. The employees of Big Bazaar should be discouraged to take the benefit of offers which are meant for customers.


Promotional offers play an important role to increase the sales in short terms. Lucknow population is experiencing a new pattern of shopping which comprises of bulk shopping.

The customer buying pattern has changed with the introduction of Big Bazaar in Lucknow.Now customer prefer retail stores over small stand alone shops. The foot fall has increased at Big Bazaar due to these changes in shopping habbits of people.

Customers are exposed to new brands and they are becoming brand savvy.

Dear Respondents, Prashant Singh student of MBA IV semester , have undertaken a project titled Impact Of Promotions And Marketing Activities On Customers at Big Bazaar, Shalimaar Plaza. Hence I request your kind co-operation by sparing your precious time in answering the following questions and providing information.
(Please mark) 1) Are you aware of promotional offers at Big Bazaar? (If No, please go to question No. 3) Yes No

2) If yes, what was the mode of communication? TV News Paper Hoardings

3) Did you notice/ hear about the promotional offers today? Yes No

4) How frequently you visit Big Bazaar Occasionally Daily Once in a month As and when required Once in a week

5) The Promotional offers at Big Bazaar are attractive and induce me to make a purchase? Strongly Agree Agree Neither Agree/ Nor Dis-agree Dis-agree Strongly Dis-agree

6) For which range of products/brands you expect promotional offers? (Please Rank from scale 1being high to 4 being lowest) Clothing Groceries Electronic items Furniture

7) Have you availed any offers during your recent visits? (If No, please go to question No. 9) Yes No

8) What did you opt for? Discount offer Free offer

9) Do you communicate offers at Big Bazaar to your friends/relatives? Yes No

10) Where do you find the following better (please mark) At Big Bazaar Price Quality Product range Promotional Offers Ambience At other Retail shops

11) Do offers make you feel like visiting Big Bazaar again?