ANALYSIS AND INTERPRETATION

Q No 1: Which store first comes to your mind when you think of

purchasing a product?

RESPONSE

NO OF

PERCENTAGE

Big bazaar
Vishal mega mart
Others retailer
Total

RESPONDENTS
77
15
8
100

77%
15%
8%
100%

90%
80%
70%
60%
50%
40%

77%

30%
20%
10%

15%

8%

0%
Big bazaar

Vishal mega mart

ANALYSIS:

57

Others retailer

From the survey, from 100 respondents, 77% of them gave 1 st preference to
Big Bazaar 15% of them gave preference to Vishal Mega Mart and 8% were
gave to other retailer .
INTERPRETATION
Most of the customers are given 1st preference to Big Bazaar compare to
other retailers

2) From which source did you come to know about Big Bazaar outlet.

58

RESPONSE

NO OF

PERCENTAGE

T .V Advertisement
Hoardings
News paper
Buspaintings
Total

RESPONDENT
23
34
31
12
100

23%
34%
31%
12%
100%

34%
35%
30%
25%
20%
15%
10%
5%
0%

31%

23%
12%

ANALYSIS:
From the above graph i can come to know that, among 100 respondents,
23% of them come to know about Big Bazaar through TV advt., 34% of the
respondents told that through Hoardings, 31% of them through news paper ,
and 12% came to know through bus painting

59

INTERPRETATION.

Hoarding is the most influencing factor which is

responsible for awareness of Big Bazaar.

3) Are you aware of promotional offers conducted by big bazaar?

60

No of respondents
87
13
100

Response
Yes
No
Total

Percentage
87%
13%
100%

100%
90%
80%
70%
60%
50%
87%

40%
30%
20%
10%

13%

0%
Yes

ANALYSIS:

No

Among the 100 respondents, 87% of them they are aware of

promotional offers, 13% told they have told that they are not aware.
INTERPRETATION:

61

87% of customers are aware of promotional activity in the big bazaar.

4) Please choose below the factor which attracted you most at the Big
Bazaar.

Rates
Offer
Service
Quality

No of

percenta

respondents
51
9
23

ge
51%
9%
23%

62

17%

Availability of
17
100

products
Total

60%

100%

51%

50%
40%
23%

30%
20%

17%
9%

10%
0%

Analysis
Among 100 respondent 51% of customer they have told that they are
attracted by the offers and 9% of them told that they are attracted by service
and 23% of them told that they are attracted by quality and only 17% of
them told that only for availability of products
Interpretation:
Most of the people attracted towards big bazaar only for the promotional
offers. So offer is the most influencing factor among those.

63

5. According to you, 3 rounds of interview in Big

Bazzar are essential for an effective .

64

Interpretation:
62% (10 in number) of the departments disagree with the
statement that 3 rounds are essential. It depends upon the
position for which the interview is being conducted.
6.

Were you given same job description as discussed

in the Interview?

65

Almost all the employees got the specified jobs offered to

them. This implies that the Big Bazaar have the organized
manpower planning and well organized policy.
From the chart it is crystal clear that the candidates get
exactly the same job as described. So from Big Bazaar
perspective it is a good sign for the overall growth and
development. There were some employees around 2% of my
sample study who were against the above mentioned point.
7. According to you on what basis candidates should
be evaluated for selection?

66

The above diagram clearly depicts that the employees prefer

Experience as a criteria to select the candidate. Next they
consider academic qualification should be given importance
while selecting a candidate. Only 10% are in favor of family
background to be used as a selection criteria by the
company.

67

22% of sample size is in favour of all the three factors that

are

experience,

academic

qualification

and

family

background.

8.

Do you think physical examination should be

included in selection process?

68

The

physical

examination

discloses

the

physical

characteristics of the individual that are significant from the

standpoint of his efficient performance of the job that he
may be assigned.
Accordingly 70% of employees are in favor of physical
examination to be included in the selection procedure
because they believe it will ensure higher standard of health
and physical fitness of the employees and will reduce the
rates of accident, labour turnover and absenteeism.

69

24% are not in favour of physical examination as they think

it is a wasteful expenditure of the company.

70

9.

Are you satisfied with the overall process of your

company?

From the above figure, it is quite clear that out of my sample

size , 50% are those who are not satisfied with the
recruitment and selection policy followed by Big Bazaar and
have suggested some measures to improve them. 40% were
those who were satisfied by the policy and 10% were those
who were not able to comment on it.

71

10. Which of the following factors mentioned below

you think have a beneficial effect upon the ability
of

Big

Bazzar

to

attract

and

retain

good

employees?

From the above chart it can be understood that most of the

employees are inspired by the career growth and salary
package of the Big Bazaar. Its clear from the chart that
Brand name is also important factor which is a motivating

72

force for the employees of Big Bazaar. Only 15% of the

employees consider working environment in Big Bazaar to be
a motivating factor.

73

11.

According

to

you,

the

department

in

your

organization is efficient enough.

Interpretation:
Half of the departments agree that the department is
efficient enough in hiring the best talent from the pool of
large people. It means they are satisfied from the persons in
the organization.

74

12. The salary offered at the time of interview to the

candidates is at par with the market rate.

Interpretation:
The above graph tells us that around half of the departments
are unaware of the salary being offered to the people at the
time of joining.

75

13. You are satisfied with the process in your

organization.

Interpretation:
There is a mixed reaction of this question. Around half of the
departments dont know anything in this regard. So, no clear
picture can be drawn on the basis of this answer.

76

14) Which of the following factors influence in your purchase

decision?

No of

percenta

Rates
Offer
Service
Quality
Effective

respondents
43
11
21

ge
43%
11%
21%
25%

advertisement
Total

25
100

100%

43%
45%
40%
35%
25%

30%

21%

25%
20%
15%

11%

10%
5%
0%

77

ANALYSIS:
Among 100 respondent 43 of them told that offer is responsible for their
purchase decision and 9 of them told that service and 23 of them told that
quality an only 25 of them told that effective advertisement
INTERPRETATION:
Among those factor offer is the emerging factor which is responsible for
purchase decision of buyers

78

15) Do you think the promotional activity of Big Bazaar gives you clear
message?
Response
Yes
No
Total

No of respondents
77
23
100

Percentage
77%
23%
100%

77%
80%
70%
60%
50%
40%

23%

30%
20%
10%
0%
Yes

No

ANALYSIS:
Among 100 respondent 77 of them told that the promotional activities of big
bazaar gives clear message and 23 of them told that they do not understood.

79

INTEPRETATION:
Most of the people highly agree that promotional activity of big bazaar gives
clear message

80

16) Will you advise anybody to visit Big Bazaar in your future shopping

Response
Yes
No
Total

No of respondents
98
2
100

Percentage
98%
2%
100%

98%
100%
90%
80%
70%
60%
50%
40%
30%
20%

2%

10%
0%
Yes

No

ANALYSIS:
Among 100 respondents 98 of them told that they will advise others to visit
big bazaar in future shopping and only 2 of them told that they do not
advise.
INTEPRETATION:
Most of the respondent they would like to advise others in future shopping
81

17) Looking at the promotions of Big Bazaar does your purchase

pattern changes
Response
Yes
No
Total

90%

No of respondents
83
17
100

Percentage
83%
17%
100%

83%

80%
70%
60%
50%
40%
30%

17%

20%
10%
0%
1

ANALYSIS:
Among 100 respondent 83 of them told that these promotional offers
changes their purchase pattern and only 17 of them told do not change.
INTERPRETATION:
Most of the customer believed that promotions is responsible for their
purchase decision
82

18). would you like to make your purchase under unexpected offers?
Response
Yes
No
Total

No of respondents
94
6
100

83

Percentage
94%
6%
100%

94%
100%
90%
80%
70%
60%
50%
40%
30%
6%

20%
10%
0%
Yes

No

ANALYSIS:
Among 100 respondents 94 of them they are interested to buy products
under unexpected offers and only 6 of them told that they do not buy.
INTERPRETATION:
Most of the customer interested to buy under unexpected offers only.
FINDINGS
SURVEY FINDINGS
INFORMATION SEARCH AND EVALUATION PROCESS

84

 From the sample size of 100 samples it is found that the Brand is well
positioned in the minds of customers because 77% of the respondents
preference is Big Bazaar for their shopping.
Among 100 respondents, 23% of people told that 1st they came to
know through T V advertisement and 34% of people told that through
hoardings 31% of them told that through news paper and finally 12%
of them highly agree that through bus painting.
Among the 100 respondents, 87% of them told that they are aware of
promotional activities of big bazaar .only 13% of them told that they
are not aware of promotional activity of big bazaar .
Among the 100 respondent 51% of them told that they are attracted
towards big bazaar only for the offers 9% of them told that service and
23% of them told that quality and only 17% of them told that due to
availability of products
Among 100 respondent 43% of them agree that offers is the most
emerging factor influencing purchase decision and only 11% of them
told that service 21% of told that quality and finally 25% of them told
that effective advertisement is responsible for the purchase decision.

85

 Among 100 respondent 77% of them told that promotional activities

of big bazaar gives clear message and 23% of them told that they did
not understood.
Among 100 respondent 98% of people interest to advise others in
future shopping and only 2% of them not interest to advice.
Among 100 respondent 83% them told that promotions of big bazaar
changes their purchase pattern and only 17% told that does not
changes.
Among 100 respondent 94% of them told that they are interested to
buy products under unexpected offers and 6% of told that they do not
buy.

Recommendations

Big bazaar should keep offers in regular intervals so that there should
not be a long term gap, because offer is the most influencing factor
which is responsible for customer purchase decision.

86

 And they also concentrate on T V advertisement they should show ads

and promotional offers in a regular interval in three languages like
Kannada Hindi English.
Hoarding should be placed uncovered area.

CONCLUSION
Indian retail sector is witnessing one of the most hectic Marketing activities
of all times. The companies are fighting to win the hearts of customer who
is God said by the business tycoons. There is always a first mover

87

advantage in an upcoming sector. In India, that advantage goes to BIG

BAZAAR. It has brought about many changes in the buying habits of
people. It has created formats, which provide all items less than one roof at
low rates.
The consumers preferences are changing & they are moving from
Traditional Kirana stores to Modern Retail outlet. Its the main challenge to
the Modern retail outlets to attract the customers towards them from that of
competitors. To attract more customers companies have to carry out the
promotional activities in unique way. BIG BAZAAR has maintained that
uniqueness & has succeeded in attracting customers.
The promotional activity of the company, which famous as Less Price than
others as it says Nobody Sells Cheaper and Better! is made its place in
minds of customer. As the competition is becoming stiff in the market the
activities conducted by the company are unique, that have brought fruitful
result to the company. Among them sales Promotions is one of the leading
activity or unique among all other activities & has high influence on the
customer walk-in.

88

LIMITATIONS
The study was restricted to only the customers of BIG BAZAAR,
Hubli.

89

 The time constant was a limiting factor, as more time required

carrying out study on other aspects of the topic.

The result and analysis based on the customer survey method and
small sample size has taken only 100

Findings are related to particular areas.

ANNEXTURE
A STUDY ON THE EFFECTIVE PROMOTIONAL STRATEGY
WHICH INFLUENCES CUSTOMER TO PURCHASE
A PRODUCT OF BIG BAZAAR
90

Questionnaire

Name: ___________________

Contact No:

___________________

Address: _____________________

1) Which store first comes to your mind when you think of purchase a
product.?
a: Big Bazaar

b:Vishal mart

c: other retailer

2) From which source did you come to know about Big Bazaar outlet?

a; T. V. advertisement
c; bus paintings

b;. Hoardings.
d. news paper
91

3) Are you aware of promotional activities conducted by Big Bazaar in

Hubli.?
a. Yes

b. No.

4) Please choose from below the factor which attracted you most at
Big Bazaar?
a. Offer

b. service

c. quality

d.availability of

products

5) Which of the following factors influence in your purchase

decision.?

a. Offers

c. Quality of products

b. Effective services

d. Effective advertisement

6) Do you think the promotional activity of Big Bazaar gives you the
clear message? ?
a. Yes

b. No

92

7) Will you advise anybody to visit Big Bazaar in future shopping?

a. Yes

b. No

8. Looking at the promotions of Big Bazaar does your purchase pattern

changes?
a. Yes

b. No

9. Would you like to make your purchase under unexpected offers?

a. Yes

b. No

10) Any valuable suggestion

Signature of Customer
Bibliography
Reference Books
o Marketing Management: Philip Kotler
o Advertising and Sales: Promotion Belch and Belch
93

o Retail Management: Bajaj and Srivastav

o ResearchMethodology:CooperandSchindler
JOURNALS AND MAGAZINES

BusinessWorld
BusinessToday
Websites
www.google.com
www.pantaloon.com
www.wikipedia.com
www.timesofindia.com

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