Executive Summary: "Promotional Efforts For Selecting Products in Big Bazaar"

“PROMOTIONAL EFFORTS FOR SELECTING PRODUCTS IN BIG BAZAAR”
EXECUTIVE SUMMARY
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 advantage in an upcoming sector. Here, that advantage goes to “BIG BAZAAR”. It has
brought about many changes in the buying habits of people. It has created formats, which provides all
items under one roof at low rates, or so it claims! In this project, we have studied its marketing strategies
and promotional activities.
The project titled “PROMOTIONAL EFFORTS FOR SELECTING PRODUCTS IN BIG

BAZAAR” helps us to understand the effect of promotional strategy which is responsible for attracting
customers towards big bazaar. This study is helpful to top level management to improve the present
promotional strategy of BIG BAZAAR.
The project was carried out as per the steps of Marketing Research. The well supportive objectives were
set for the study. To meet the objectives primary research and secondary research was undertaken. The
data collection approach adopted was experimental research & survey research. The instrument used for
the data collection was observation & questionnaire. The target respondents were the visitors of BIG
BAZAAR, with the sample size of 6o for the study of sales management of the company. Frequency
tables & statistical test were used to translate responses into meaningful information to get the most out
of the collected data. Based on those the inferences have been drawn with peer supportive data.
Canara Bank School of Management Studies. Page 1

“PROMOTIONAL EFFORTS FOR SELECTING PRODUCTS IN BIGBAZAAR”
CHAPTER-1
INTRODUCTION
Canara Bank School of Management Studies Page 2

INTRODUCTION:
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s leading business
houses with multiple businesses spanning across the consumption space. While retail forms the core
business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance,
leisure and entertainment, brand development, retail real estate development retail media and logistic Led
by its flagship enterprise, Pantaloons Retail, the group operates over 16 million square feet of retail space
in 73 cities and towns and 65 rural locations across India. Headquartered in Mumbai (Bombay),
Pantaloons Retail employs around 30,000 people and is listed on the Indian stock exchanges.
Introducing a hot new product or service that will give lookers a reason to buy from you. But having a
new product isn’t enough. How you introduce it is just as important. Ask yourself these questions to help
you select the right marketing mix to introduce your new product. The marketing mix is a set of factors
you use to get your target market to buy from you. Some people call it the “4 Ps”—Product, Place,
Promotion, Price. It’s used in every stage of a product’s life but here are some important considerations
when introducing a new product:
• What will your new product or service do for your customers? (Product) Your product’s new feature
might attract attention, but unless it helps solve a problem, it’s not likely to get people to try the product.
So, lead with the benefit when introducing it. For example, offering late appointments on Thursday
evenings is a cool feature, but the benefit is that your customers no longer have to take time off work to
get your services.
• Will you offer it through others or direct to consumers? (Place) Using intermediaries like retailers
helps to get your product out there in multiple locations. That makes it easy for customers to purchase
your product.
For example, your famous salsa will have greater visibility if it’s offered in several grocery stores. Another
option is to do both. Offer the salsa directly to customers in your restaurant and in local retail locations.
• How will you get your customers’ attention? (Promotion) Think about how your target customers learn
about new products. Often, it’s from each other. That’s why some businesses use social media platforms
like Facebook to introduce a new product. It creates interaction with friends they know and trust, and
they’re talking about your new product.

What will you charge? (Price) One approach is to offer introductory pricing where profit margins are
reduced. The idea is to attract attention with an accessible, low price then raise your price once the demand
has been established. Your cost structure and the competitive environment should be considered when
deciding how low you can go. When introducing a new product, it’s important to consider all four Ps. The
idea is to combine them to boost sales. For example, you might use a social media campaign (Promotion)
to announce the product is available now in three stores
(Place) and provide a coupon for a discount off a customer’s first purchase (Price). How your new product
gets introduced is as important as the product itself.
The 4Ps are:
• Product (or Service).

• Place.
• Price.
• Promotion.
A good way to understand the 4Ps is by the questions that you need to ask to define your marketing mix.
Here are some questions that will help you understand and define each of the four elements:
1.2 Product/Service
• What does the customer want from the product? Service? What needs does it satisfy?
• What features does it have to meet these needs?
• Are there any features you've missed out?
• Are you including costly features that the customer won't actually use?
• How and where will the customer use it?
• What does it look like? How will customers experience it?
• What size(s), colour(s), and so on, should it be?
• What is it to be called?
• How is it branded?
• How is it differentiated versus your competitors?
• What is the most it can cost to provide and still be sold sufficiently profitably? (See also Price, below.)

1.3 Place
• Where do buyers look for your product or service?

• If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct,
via a catalogue?
• How can you access the right distribution channels?
• Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to
catalogue companies?
• What do your competitor do, and how can you learn from that and/or differentiate?
1.4 Price
• What is the value of the product or service to the buyer?
• Are there established price points?
• For products or services in this area?

• Is the customer price sensitive? Will a small decrease in price gain you extra market share? Or will a small
increase be indiscernible, and so gain you extra profit margin?
What discounts should be offered to trade customers, or to other specific segments of your market?
• How will your price compare with your competitors?

1.5 Promotion
• Where and when can you get your marketing messages across to your target market?
• Will you reach your audience by advertising online, in the press, on TV, on radio, or on billboards? By
using direct marketing mailshots? Through PR? On the Internet?
• When is the best time to promote? Is there seasonality in the market? Are there any wider environmental
issues that suggest or dictate the timing of your market launch or subsequent promotions?
• How do your competitors do their promotions? And how does that influence your choice of promotional
activity?
• As the four Ps all need to be considered in relation to one another, it doesn't really matter in what order
you define them. This is why you may find them quoted in a different order from the one used above. In
particular, they're often referred to in the order "place, price, product, promotion."
• The 4Ps of marketing is just one of many lists that have been developed over the years. And, whilst the
questions we have listed above are key, they are just a subset of the detailed probing that may be required
to optimize your marketing mix.

CHAPTER – 2
COMPANY PROFILE

2.1 Industry Profile
Retailing
The word retail is derived fr0m the French word retailer, meaning to cut a piece off or to break bulk. In
simple terms, it implies a first-hand transaction with the customer.
Retailing involvers, a direct interface with the customer and the coordination of business activities right
from the concept or design stage of a product or offering to its delivery and post- delivery service to the
customer. The industry has contributed to the economic growth of many countries and is undoubtedly one
of the fastest changing and dynamic industries in the world today.
Indian retail industry

The Indian retail industry is the fifth largest in the world. Comprising of organized and unorganized
sectors, India retail industry is one of the fastest growing industries in India, especially over the last few
years. Though initially, the retail industry in India was mostly Unorganized, however with the change of
tastes and preferences of the consumers, the industry is Getting more popular these days and getting
organized as well. With growing market demand, the industry is expected to grow at a pace of 25-30%
annually. The India retail industry is expected to grow from Rs. 35,000 c0re in 2004-05 t0Rs. 109,000 c0re
by the year 2010. The retail scenario in India is unique. Much of it is in the unorganized sector, with over
12 million retail outlets of various sizes and formats. Almost 96% 0f these retail 0utlets are less than 500
square feet in size, the per capital retail space India being 2 square feet c0mpared t0 the US figure 0f 16
square feet India’s per capital retailing space is thus the l0west in the w0rld. With m0re than 9 0utlets per
1000 pe0ple, India has the largest number in the w0rld. M0st 0f them are independent and c0ntribute as
much as 96% to total retail sales. Because of the increasing number of the nuclear families, working
women, greater work pressure and increased commuting time, convenience has become a priority for
Indian consumers. They want everything under one roof for easy access and multiplicity of choice. This
offers an excellent opportunity for organized retailers in the country which account for just 2% and modern
stores 0.5% 0f the estimated US D0llar 180 billion worth of goods that are retailed in India every chain,
Wal-Mart.

Growth of Indian retail industry
According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India retail
industry is the most promising emerging market for investment. In 2007, the retail trade in India had a
share 0f 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose to 12%. It is also
expected to reach 22% by 2010. According to a report by North bride Capita, the India retail industry is
expected to grow to US$ 700 billion by 2010. By the same time, the organized sector will be 20% of the
total market share. It can be mentioned here that, the share of organized sector in 2007 was 7.5% of the
total retail market. India is rapidly evolving into a competitive marketplace with potential target
consumers in the niche and middle-class segments. The market trends indicate tremendous growth
opportunities. Global majors too are showing a keen interest in the Indian retail market. over the years,
international Brands like marks and spencer, Samsonite, Lacoste, McDonald’s, Swarovski, Domino’s
among a host of others have come into India through the franchise route following the relaxation of FDI
(Foreign Direct Investment) restrictions. Large Indian companies- among them the Tata, Goenka and the
Primal groups are investing heavily in this industry.
2.2 Company profile:
Future Group Manifesto
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, it 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 future scenarios in the consumer in the consumer space and facilitate consumption because
consumption is development. Thereby, we will affect 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 create success
stories. We will not just operate efficiently in the Indian economy, we will evolve it. We will not just spot
trends, and 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, retain Values
About the Big Bazaar
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of India’s leading business
houses with multiple businesses spanning across the consumption space. While retail forms the core
business activity of Future Group, group subsidiaries are present in consumer finance, capital, insurance,

leisure and entertainment, brand development, retail real estate development retail media and logistic Led
by its flagship enterprise, Pantaloons Retail, the group operates over 16 million square feet of retail space
in 73 cities and towns and 65 rural locations across India. Headquartered in Mumbai (Bombay),
Pantaloons Retail employs around 30,000 people and is listed on the Indian stock exchanges.
The company follows a multi-format retail strategy that captures almost the entire consumption basket of
Indian customers. In the lifestyle segment, the group operates Pantaloons, a fashion retail chain and
Central, a chain of seamless malls. In the value segment, its marquee brand, Big Bazaar is a hypermarket
format that combines the look, touch and feel of Indian bazaars with the choice and convenience of
modern retail. In 2008, Big Bazaar opened its 100th store, marking the fastest ever organic expansion of
a hypermarket. The first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and Bangalore.
The group’s speciality retail formats include supermarket chain – Food Bazaar, sportswear retailer -
Planet Sports, electronics retailer - Ezone, home improvement chain - Home Town and rural retail chain,
Aadhaar, among others.
Future Capital Holdings, the group’s financial arm provides investment advisory to assets worth over $1
Billion that are being invested in consumer brands and companies, real estate, hotels and logistics. It also
operates a consumer finance arm with branches in 150 locations. Other group companies include,
Future General, the group’s insurance venture in partnership with Italy’s General Group, Future Brands,
a brand development and IPR company, Future Logistics, providing logistics and distribution solutions
to group companies and business partners and future media a retail media initiative.
The group’s presence in Leisure & Entertainment segment is led through, Mumbai-based listed company
Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports Bar and Bowling Co. and family
entertainment centres, F123. Through its partner company, Blue Foods the group operates around 100
restaurants and food courts through brands like Bombay Blues, Spaghetti Kitchen, Noodle Bar, The
Spoon, Copper Chimney and Gelato.
Future Group’s joint venture partners include, US-based stationery products retailer, Staples and Middle
East-based Axiom Communications. Future Group believes in developing strong insights on Indian
consumers and building businesses based on Indian ideas, as espoused in the group’s core value of Indians.
The group’s corporate credo is, “Re write rules, Rewrite values”.

Department with their Products
1) FMCG Products
The fast-moving consumer goods (FMCG) segment is the fourth largest sector in the Indian economy.
The market size of FMCG in India is estimated to grow from US$ 3o billion in 2011 to US$ 74 billion in
2018.Food products is the leading segment, accounting for 43 per cent of the overall market. Personal
care (22 per cent) and fabric care (12 per cent) come next in terms of market share. Growing awareness,
easier access, and changing lifestyles have been the key growth drivers for the sector. Consumer wants
packaged goods that work better, faster, and smarter. The “need for speed" trend highlights the importance
of speed as a potentially decisive purchase factor for packaged goods products in a world where
distinctions between products are shrinking.
2) Fashion Department
 Menswear
 Ladies wear
 Kids wear
 Home Linen

3) Furniture Department
 Dining Table
 Bedroom Accessories
 Hall accessories (Sofa sets, Chairs, Computer table etc)
 Mattresses
4) Home Décor Department

 Flower vase
 Artificial Flowers
 Religious gifts
Mission and Vision of the Company
Vision
“Future Group shall deliver Everything, Everywhere, Every time for Every Indian consumer in the most
profitable manner.”
Mission
1. 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.
2. We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption
affordable for all customer segment- for classes and formasses.
3. We shall infuse Indian brand with confidence and renewed ambition.
4. We shall be efficient, cost- conscious and committed to quality in whatever we do.
5. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving
force to make us successful.

Major milestone Chronology

1987
• Company incorporated as Men’s Wear Private Limited. Launch of Pantaloons trouser, 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 pantaloons 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.
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
• Big Bazaar - ICICI Bank Card is launched.
• Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High Street
Phoenix.
2004
• Central – India’s first seamless mall is launched in Bangalore 2005

• Launches a unique shopping program: The Big Bazaar Exchange offer, inviting customers to exchange
household junk at Big Bazaar 2007
• The 50th Big Bazaar store is launched in Kanpur
• Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping portal
2008

• Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of its 101st
store within 7 years of launch
• Big Bazaar joins the league of India’s Business Super brands. It is voted among the top ten service brands
in the country in the latest Pitch-IMRB international survey.
2010
• Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. Adjudged the most
preferred Most Preferred Multi Brand Food & Beverage Chain, Most
Preferred Multi Brand Retail outlet and Most Preferred Multi Brand one Stop Shop
• Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurs with around
200 million customers visiting its stores. 2011
• 200th store opened in India
• Big Bazaar has come up a new logo with a new tag line Naye India Ka Bazaar‟
• For the convenience of the online customers, Big Bazaar has started free shipping on all orders above
Rs.1000. 2012
• Partnered with Disney to launch "Kids Cookies", exclusively for kids across India
• Big Bazaar is planning to add further value to its retail services by offering. Value added services like
grinding, de-seeding, vegetables cutting at free of cost
2013
• Food hall, the premium lifestyle food destination launched in Pune.
• Future Group successfully introduced 'Big Bazaar Direct' an assisted shopping concept where franchises
will sell Big Bazaar products through a catalogue on a 'tablet'.
• Future Group officially launched India's largest State of the Art Logistical Distribution Hub at Nagpur.
• Food hall, the premium lifestyle food destination launched in New Delhi.
• Future Sharp, the Future Group arm that trains and develops the skills of youth opened its new skill Centre
in Nasik.

Awards
2003
Indian Express Award – Marketing Excellence and Excellence in Brand Building
Indus land Bank (India Brand Summit) – Excellence in Brand Building
2004
Reid & Taylor and DLF Awards – Retailer of the year
Images Retail Awards 2o04 – Most Admired Retailer of the Year
2005
DAKS London – Brand Builder of the Year
Images Retail Awards 2005 – Most Admired Retailer of the Year
2006
Retail Asia Pacific Top 500 Awards – Asia Pacific Best of the Best Retailers – Pantaloon Retail
(India) Ltd – Best Retailer in India
2007
Hewitt Best Employers 2007 – Best Employers in India (Rank 14th)
World Retail Congress Awards – Emerging Market Retailer of the Year 2007 National Retail Federation
Awards – International Retailer for the Year 2007
Images Retail Awards – Most admired Retail Company of the year
2008
The INDIASTAR Award 2008 – Food Bazaar bagged the INDIASTAR Award for Best
Packaging Innovation in India, for its private label brand Fresh and Pure Chakki Atta. With this award,
Pantaloon Retail (India) Limited becomes the first Indian Retailer to win the prestigious
INDIASTAR Award.
2009
CNBC Awaaz Consumer Awards 2009
Most Preferred Multi Product Chain – Big Bazaar
Most Preferred Multi Brand Food & Beverage Chain – Big Bazaar

Images Fashion Forum 2009

Most Admired Fashion Group of the Year – Future Group
Most Admired Private Label – Pantaloons, the lifestyle format
Critic’s Choice for Pioneering Effort in Retail Concept Creation – Central
Coca–Cola Golden Spoon Awards 2009
Most Admired Food & Grocery Retailer of the Year
Most Admired Food Court
Most Admired Food Professional.
2012
Brand Equity Most Trusted Brands 2012
Big Bazaar Ranked No. 3 as the Most Trusted Brand and Is the Most Trusted Retailer of the Year for Top
Service
Retail Asia Pacific Top 5o0 2012
Future Value Retail Won Gold in Top 10 Retailers Award, India
Pantaloon Retail India Received Certificate of Distinction in Top 10 Retailers Award, India
Star Retailer Awards 2012
Retailer of the Year 2012, Future Group. Most Valued Retailer, KBFP
Asia Recognition Award 2012
Highest Sale in Asia by VF Corporation, Central Images Fashion Awards (IFA) 2012.
Reliance Performance Award for Best Performing Partner, Indus League CISo Award 2012.
Future Group was felicitated for using Information security technology in the most effective and
innovative manner
Golden Spoon Awards 2012.
Most Admired Food and Grocery Retailer of the Year for its Private Labels in Big Bazaar, Future Group.
Retail Professional of the Year for inn0vation in Private Brands– Mr. Devendra Chawla,
President? Food & FMCG Category
Images Fashion Awards (IFA) 2012.
Most Admired Private Label Retailer – Pantaloons ET Retail Awards 2012.

FedEx Most Trusted Retailer of the Year Award, Big Bazaar.

RRAIN Retail Employee of the Year Award, Mr. Jitendra Kalyani, Big Bazaar Recognition by CMO
Council, USA and CMO Asia.
Master Brand Award – Future Supply Chains.
Retail Icon of the Year– Mr. Anshuman Singh, MD & CEO, Future Supply Chains Bloomberg UTV B–
School Excellence Award.
Best educational institute in Retail– Future University
2013
Consumer Survey of Product Innovation 2013
Sach Hand wash voted product of the year by Consumer Survey of Product Innovation 2013
Images Fashion Awards 2013
The Most Admired Fashion Retail Personality of the Year? Mr. Kailash Bhatia
The Global Innovation Award
International Home + Housewares Retail Excellence /Global Innovation' for the year 2012–2013.
Home Town Retailer Technology Awards 2013.

CHAPTER – 3
RESEARCH METHODOLOGY

3.1 Literature Reviews:
1) TITLE: - A study on PROMOTIONAL STRATEGY OF BIG BAZAAR: AN INSIGHT an

Author T. Surulipal K. Baranidharan, published his research paper in Journal name: -
International Journal of Retailing & Rural Business Perspectives © Pezzottaite Journal, Volume 2,
Number 1, January-March’ 2013.This article provides a checklist for retailers to develop Promotional
strategies of Big Bazaar within the parameters of their personal retail philosophies. No matter what your
retail store sells, it needs a thoughtful promotions strategy to attract new customers and retain existing
ones. There are a number of creative, eye-catching ideas that can work wonders in creating buzz about
your retail store and increase traffic to it and conducted his research study with this objective to know the
effective promotional strategy which influence customer to purchase a product of Big Bazaar? Second is
to know the promotional strategy of big bazaar. Since the study is on retail sector first the detail study of
the store is been conducted about its Management team its structure the number of departments which all
brands do the store has, who are its suppliers about its warehouses. Based on the topic objectives were
set, to arrive at the opinion on objectives a set of 100 questionnaires were designed of 10 questions, and
response is collected from the customers who are visiting the store. For data collection, Random
Convenient sampling method was adopted, for a project the area of research is Chennai. The findings for
the study are, 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 respondent’s preference is Big Bazaar for their shopping. Among
100 respondents, 23% of people told that first, they came to know through T V advertisement and 34% of
people told that through hoardings 31% of them told that through newspaper 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.

2) TITLE: -A study on Promotional Strategy for the Rollout of Rural Retail Store: A Case of
Triveni Khushali Bazaar†The IUP Journal of Agricultural 68 Economics, Vol. VIII, No. 4,
2011.Author(Sapna A Narula* and Arun Garg**) The biggest challenge for the company was promotion
in order to attract a large number of customers. Hence, a study was formulated for a rural retail store at
Pilibhit, Uttar Pradesh, with the objectives to plan and implement promotional campaign for the store,
measure customers „response toward this campaign and the impact on the sales of the store, and to suggest
strategies for increasing the footfall. The study is exploratory in nature and was conducted in Pilibhit,
Uttar Pradesh. Secondary data were collected for measuring the impact of promotional activities and
comparing sales before and after the rollout of the campaign. Internet was used as a source of information
regarding industry, company and the selected area, i.e., Pilibhit. Data regarding current promotional
schemes, techniques, daily sales and average footfall were collected from the company’s officials and
reports. Primary data were collected from customers and local residents regarding price, ambience of
store, service, and impact of promotional activities being run at Pilibhit. Data were also collected on the
level of awareness for the said format among local residents and increase in the number of conversions as
a result of promotional activities. Random and convenient sampling techniques were used for selecting
respondents. Fifty store visitors and 120 prospects were surveyed through a well- structured questionnaire
containing both open and close-ended questions. Hence, it is concluded that the company should work
towards improving the ambience of the store by playing light traditional or Bollywood music, improving
illumination, and introducing air-conditioning facility. The external ambience can be made attractive by
improving cleanliness around the store and making a concrete surface at the doorway. For providing fruits
and vegetables, the store should contact the local retailer to put up a stall just outside the store. A food
court with proper sitting arrangements and entertainment platform for children should also be there to
attract more customers. Proper backup should be there for billing computers in case of power failure that
normally leads to late billing and customer dissatisfaction. Sometimes deficiencies in the barcoding
system were found, as there was a difference between the printed MRP and the barcode price.

3) Title: -The study of Shopping Proclivity for Hypermarkets: An Empirical Study. The IUP Journal of
Marketing Management, Vol. XI, No. 1, 2012.by the author Bibhas Chandra* and J K
Pattanayak**studies that the section discusses a phase-wise development of comprehensive
methodology, which chiefly involves selection of variables, development of hypotheses, identification of
survey pool, designing and pretesting of questionnaire, and scale reliability. The author concluded that,
Indian hypermarket industry has registered a phenomenal success than ever, with major industry players
vying for their share in the retail segment. The sanguinity of success, coupled with growing personal
disposable income, has paved the recent entry of big industrial houses into retailing with focus on large
store formats. In spite of the growing importance of hypermarkets in the retailing sector, the cognizance
concerning the sources of customers‟ satisfaction and store patronage is limited. The study attempted to
investigate the factors influencing consumers‟ shopping preferences for hypermarkets, and further
examined the key discriminating attributes on the intensity of shopping premise. The results of the study
reveal that the shoppers‟ proclivity for hypermarket is positively attributed to the quality of products it
offers and correct prices it charges on the spectrum of products. It further unfolds the fact that purchases
made during festivals and other special occasions along with the price discounts on product ranges
negatively affect the shoppers‟ preference for hypermarkets. Finally, the result reveals that shoppers
attribute greatly to the mall ambience for their strong shopping motives. The outcomes of the study
advanced in the paper would provide enough insights to the retailers and the decision makers to frame
strategies in consonance with the changing needs of the shoppers.
4) Title: - Exploring the Development of Store Images Journal of retailing, Volume 62 Number 2 Summer
1986.Author by DAVID MAZURSKY and JACOB JACOBY. The study reveals that Despite extensive
literature on store image, little is known regarding how such images develop. This article proposes a model
of this process and describes an exploratory investigation which examines how environmental cues are
used in forming store images. Unlike previous research, the external information environment in the
present study contains pictorial information in addition to verbal. Findings show that subjects utilized
different cues in developing different image factors. Spatial representation of these cues orders them
hierarchically according to those which are central and those which are peripheral with respect to image
formation.

5) Title: - A study on IMPORTANCE OF APPAREL STORE IMAGE ATTRIBUTES

PERCEPTIONS OF CONSUMERS. Published in SA Journal of Industrial Psychology,
2006, 32 (3), 49-62 SA Tydskrif vir Bedryfsielkunde, 2006, 32 (3), 49-62, Presented by the
Author ELIZABETH M VISSER RONEL DU PREEZ HESTER S JANSE VAN
NOORDWYK rdp@sun.ac.za , Department of Industrial Psychology Stellenbosch
University. The abstract of this research paper reveals that, this qualitative research focused on identifying
those store image attributes perceived as important by a selected group of females apparel consumers. In
addition, their perception of Lindquist’s proposed dimensions of store image attributes was examined.
Data were collected by means of eight focus groups. The non- verbal quali-quantive Schulte Visual Scale
was employed to quantify responses. Results indicated that Merchandise and Clientele were perceived as
the most important dimensions, followed by Service. The dimension Physical facilities was perceived as
the least important. Differences between age and population groups were investigated. The store image
attribute dimensions generated by the respondents differed slightly from those proposed by Lindquist.
Implications for retailers and for further research were formulated.
3.2: - PROBLEM STATEMENT
With the introduction of online shopping websites and rise in the competitors for Big Bazaar store, it is
experiencing a loss in customers and losing market share. With the increase of multiple stores in India,
Big Bazaar stands in competition against many better and attractive stores which have evolved in India
and some from foreign influence. With the increase in competition every store hastes in increasing its
sales with better quality products, services, lower costs and promotional offers.
Big Bazaar is one such store which stands tall among its competitors to attract customers through amazing
offers, high class service and best product quality, it always ponders upon increasing its sales keeping in
view the competitors it has to face and will face in future.
This research study aims at finding out the factors and reasons, which tend to make the customers prefer
purchasing at Big Bazaar, the study finds out the promotional strategy adopted by Big Bazaar is effective
in attracting customers towards the products of Big Bazaar.

3.3: NEED OF THE STUDY

The FMCG industry has a significant impact on economic growth in the country, and There are many of
the dominant players, which significantly affects the growth and development of the industry. Marketing
advancements also helped the rapid growth of the FMCG Industry with more changes in consumer tastes
and preferences in India with respect to FMCG products. Changing fixed preferences requires continuous
monitoring and tracking to understand the needs of consumers better, traditional marketing methods no
longer help attract a broad customer base in the competitive marketplace than ever before. With strong
competition at the end of the Foreign company, and lastly, posing a threat to local players with huge
investments and Innovative practices have increased the demand for the development of new strategies to
deal with the consumer. In this study, we ended up focusing on the knowledge of the new marketing
Strategy to go to work, transform and build a large broad-based consumer base. This study help Discover
what consumers prefer about marketing approaches that affect participation and Participation. And also,
the positioning of the product in the right practice and maintain the stocks for the easy access, branding
and also easy availability of the product to reach the consumer. After positioning the placing of the quality
products at the right place for which consumer can easily be noticed.
This study on PROMOTIONAL EFFORTS FOR SELECTING PRODUCTS IN BIG BAZAAR,

Understanding their strength and weakness and to help them improve on their capabilities to meet the
customers’ requirements. It will help them to serve consumers more efficiently and effectively.
3.4: - OBJECTIVES OF THE STUDY
• To examine the relation between promotional strategy and customers buying decision.
• To analyse whether offers at Big Bazaar attract the consumers in their purchase.
• To analyse the factors which influence customer’s preference of store.
• To study the promotional efforts adopted for select products at Big Bazar
• To access the promotional strategy of Big Bazaar in tackling its competitors.
• To examine the relation between promotional strategy and customers buying decision

3.5: RESEARCH METHODOLOGY: -
This chapter focuses on research methodology that was used in the study. It provides a detailed description
of the research approach adopted in this study. Research design, target population, research instruments,
data collection and analysis methods used were presented in the subsequent sections.
Research Design
Since the study is on retail sector first the detail study of the store is been conducted about its Management
team its structure the number of departments which all brands do the store has, who are its suppliers about
its warehouses.
Based on the topic objectives were set and to arrive at the opinion on objectives a set of 100 respondents
were asked to give their responses. For data collection Random Convenient sampling method was
adopted.
Population of Study
The populations of study are the visitors of Big Bazaar and the residents.
Sampling Design
A small selection of the large group which is taken for interviewing is called sampling. A sample is taken
representative and adequate which gives proper information. In order to conduct a research on “A study
on effective promotional strategy influencing customer for the select products of Big Bazaar” the
following sampling plan was adopted
1) Sampling units
For this research survey the target population consisted of people residing in various localities of
Bangalore and the visitors of Big Bazaar. Instrument of data collection is questionnaire.
2) Sample size
A sample size of sixty respondents was taken in order to carry the study.

3) Sampling technique
A simple random convenient sampling technique was adopted to select the representative sample from
the sampling unit.
3.6 DATA COLLECTION
Data collection is the process of gathering and measuring information on variables of interest, in an
established systematic fashion that enables one to answer stated research questions and evaluate
outcomes. The data collection component of research is common to all fields of study including physical
and social sciences, humanities, business, etc. While methods vary by discipline, the emphasis on ensuring
accurate and honest collection remains the same. The goal for all data collection is to capture quality
evidence that then translates to rich data analysis and allows the building of a convincing and credible
answer to questions that have been posed.
1. Data Collection mode:

Two methods have been used to collect the relevant data, which are essential for the study, they are:
 Primary Data
Data is collected to obtain desired information through structured questionnaire.
 Secondary Data
It is compiled through books, magazines, newspapers and internet etc…
2. Tools for data Collection

Data for this research study is collected from both primary and secondary data.
The primary data is collected through a structured questionnaire which was prepared to interview the
respondents. The secondary data was collected through literature review to get general information; data
was also collected from official website, journals and internet etc…

CHAPTER-4
DATA ANALYSIS

Table: 4.1
Table showing the age of Respondents
Respondents Frequency Percentage

18-25 23 23
26-30 44 44
31-35 19 19
36-40 7 7
40 ab0ve 7 7
T0tal 100 100
4.1 Graph showing the age of Respondents
7%
7% 23%
18-25
19%
26-30
31-35
36-40
44%
40 Above
INTERPRETATION:
from the above graph its concluded that the age response from the respondent’s is more in the 26-30 age
and the shopping is more from big bazar from this group age people

Table: -4.2
Table showing the Gender of Respondents
Resp0ndents Frequency Percent

(%)
Male 54 54
Female 46 46
T0tal 100 100
4.2 Graph showing the Gender of Respondents
Gender
Male Female
INTERPRETATION:
The above graph and table declare that the more response is from the male its 54% and the less is from
the female its 46.

Table: 4.3
Table showing the Occupati0n
Respondents Frequency Percent

(%)
Company 5 5
executive
Government 27 27
employee
Self- 44 44
employee
Unemployed 24 24
Total 100 100
4.3 Graph showing the Occupati0n
company executive
unemployed
government
employee
self-employee
INTERPRETATION:
From the above graph and table, we can conclude that self-employee has the more response.

Table:4.4
Table showing which store do you prefer shopping at?
Resp0ndents Frequency Percent (%)

Big bazaar 43 43
D-mart 8 8
m0re st0re 5 5
Star Bazaar 5 5
L0cal 39 39
departmental st0re
T0tal 100 100
4.4 Graph showing which store do you prefer shopping at?
0%
39%
43%
5%
5% 8%
Big bazaar D-mart more store Star Bazaar Local departmental store
INTERPRETATION:
From the above graph and table its concluded that most of the respondents meet the big bazar more den
other stores and the less response is to star bazar its only 5%

Table:4.5
Table showing the Price which attracts you to shop at big bazaar?

(%)
Specifying 36 36
highest
Highest 30 30
Neutral 17 17
Least 11 11
Specifying least 6 6
T0tal 100 100
4.5 Graph showing the Price which attracts you to shop at big bazaar?
6% 0%
11%
36%
17%
30%
specifying highest highest neutral Least specifying least
INTERPRETATION:
From the above graph and table, we have decided that or concluded that the price attraction is more for
the respondents its 36%

Table:4.6
Table showing the Quality which attracts you to shop at big bazaar?
Resp0ndents Frequency Percent (%)

Specifying 36 36
highest
Highest 20 20
Neutral 19 19
Least 16 16
Specifying 9 9
least
T0tal 100 100
4.6 Graph showing the Quality which attracts you to shop at big bazaar?
specifying
least
specifying
Least highest
neutral
highest
INTERPRETATION:
From the above graph and table, we can say that the more response is for the quality attracts more in all
the products of big bazaar

Table:4.7
Table showing the Advertisement which attract you to shop at big bazaar?

(%)
Specifying 40 40
highest
Highest 17 17
Neutral 5 5
Least 23 23
Total 100 100
4.7 Graph showing the Advertisement which attract you to shop at big bazaar?

Table:4.8
Table showing the Offers which attracts you to shop at big bazaar?

(%)
Specifying 39 39
highest
Highest 29 29
Neutral 9 9
Least 15 15
Total 100 100
4.8 Graph showing the Offers which attracts you to shop at big bazaar?
specifying least
Least
specifying highest
neutral
highest

Table:4.9
Table showing the Variety of products which attract you to shop at big bazaar?

(%)
Specifying 23 23
highest
Highest 19 19
Neutral 9 9
Least 35 35
Specifying 14 14
least
Total 100 100
4.9 Graph showing the Variety of products which attract you to shop at big bazaar?
specifying least
specifying highest
Least highest
neutral

Table:4.10
Table showing What kind of offers you expect while purchasing at big bazaar?

(%)
Discounts 48 48
Free Bias 19 19
Gift coupons 12 12
Home 9 9
delivery
services
others 12 12
Total 100 100
4.10 Graph showing, What kind of offers you expect while purchasing at big bazaar?
12%
9%
48% Discounts
12%
Free Bias
19% Gift coupons
Home delivery
services

Table:4.11
Table showing Do you find advertising of big bazaar effective?

(%)
Highly 31 31
effective
Effective 36 36
Neutral 9 9
Not effective 18 18
Highly not 6 6
effective
Total 100 100
4.11 Graph showing, do you find advertising of big bazaar effective?
Highly not
effective
Not effective Highly effective
Neutral
Effective

Table:4.12
Table showing is the sales promotion activities of big bazaar effective according to you?

(%)
Highly 40 40
effective
Effective 25 25
Neutral 18 18
Not effective 12 12
Highly not 5 5
effective
Total 100 100
4.12 Graph showing, Is the sales promotion activities of big bazaar effective according to you?
5%
12%
40% Highly effective

18% Effective
Neutral
Not effective
25% Highly not effective

Table:4.13
Table showing do you prefer online shopping for FMCG products?

(%)
Yes 48 48
No 52 52
Total 100 100
4.13 Graph showing, do you prefer online shopping for FMCG products?
0%
Yes
No Yes
48%
52% No

Table: 4.14
Table showing the Self-space arrangement of products you look at when you shop in retail outlet?
Respondents Frequency Percent (%)

Specifying 32 32
highest
Highest 29 29
Neutral 13 13
Least 18 18
Specifying 8 8
least
Total 100 100
4.14 Graph showing the Self-space arrangement of products you look at when you shop in retail
outlet?
specifying least
Least specifying highest
neutral
highest

Table: 4.15
Table showing the Accessibility of the products you look at when you shop in retail outlet?

Specifying 50 50
highest
Highest 25 25
Neutral 15 15
Least 5 5
Total 100 100
4.15 Graph showing the Accessibility of the products you look at when you shop in retail outlet?
specifying least
Least
5%
5%
neutral
15%
specifying highest
50%
highest
25%

Table:4.16
Table showing the Variety available in the outlet you look at when you shop in retail outlet?

(%)
Specifying 25 25
highest
Highest 36 36
Neutral 14 14
Least 10 10
Specifying 15 15
least
Total 100 100
4.16 Graph showing the Variety available in the outlet you look at when you shop in retail outlet?
specifying least
specifying highest
Least
neutral
highest

Table: 4.17
Table showing the Home delivery you look at when you shop in retail outlet?
Specifying 30 30
highest
Highest 39 39
Neutral 11 11
Least 10 10
Specifying 10 10
least
Total 100 100
4.17 Graph showing the Home delivery you look at when you shop in retail outlet?
10%
10% 30%
specifying highest
11% highest
neutral
Least
39%
specifying least

Table:4.18
Table showing, I shop only those products from the big bazaar store which are not generally
available in normal retail store?

(%)
Highly agree 17 17
Agree 20 20
Neutral 14 14
Disagree 26 26
Highly 23 23
disagree
Total 100 100
4.18 Graph showing, Home delivery you look at when you shop in retail outlet?
17%
23%
20%
26%
14%
Highly agree Agree Neutral Disagree Highly disagree

Table:4.19
Table showing what kind of products do you shop at Big Bazaar?

(%)
FMCG 45 45
Clothing and 16 16
accessories
Toys & stationary
7 7
for kids
Electronics 16 16
items
others 16 16
specify
Total 100 100
4.19 Graph showing, What kind of products do you shop at Big Bazaar?
Others specify
FMCG
Electronics items
Toys & stationary

for kids
Clothing and
accessories

Table: -4.20
Table showing Easy access to the outlet you prefer in Big Bazaar?

(%)
Specifying 52 52
highest
Highest 19 19
Neutral 13 13
Least 12 12
Specifying 4 4
least
T0tal 100 100
4.20 Graph showing Easy access to the outlet you prefer in Big Bazaar?
specifying least
Least
neutral
specifying highest
highest

Table:4.21
Table showing the offers and variety you prefer in Big Bazaar?

(%)
Specifying 45 45
highest
Highest 25 25
Neutral 5 5
Least 13 13
Specifying 12 12
least
T0tal 100 100
4.21 Graph showing the offers and variety you prefer in Big Bazaar?
12%
13%
45%
5%
25%

Table:4.22
Table showing the Services do you prefer in Big Bazaar?

(%)
Specifying
30 30
highest
Highest 22 22
Neutral 8 8
Least 25 25
Specifying 15 15
least
T0tal 100 100
4.22 Graph showing the Services do you prefer in Big Bazaar?
specifying least
specifying highest
Least
highest
neutral
INTERPRETATION:
from the above graph and table its concluded that the service is more for the big bazaar

Table:23
Do you prefer Brand in Big Bazaar?

(%)
Specifying 60 60
highest
Highest 15 15
Neutral 10 10
Least 10 10
Specifying 5 5
least
T0tal 100 100
4.23 Graph showing, do you prefer Brand in Big Bazaar?
specifying least
Least
neutral
specifying highest
highest

Table:4.24
I prefer to shop from big bazaar mall because products are displayed properly?

(%)
Specifying 35 35
highest
Highest 25 25
Neutral 15 15
Least 14 14
Specifying 11 11
least
T0tal 100 100
4.24 Graph showing, I prefer to shop from big bazaar mall because products are displayed
properly?
specifying least
Least specifying highest
neutral
highest
INTERPRETATION:
From the above graph and the table its concluded that the consumer meets big bazaar because that in shop
they display product very nicely.

Table:4.25
I like the ambience of shopping in big bazaar mall very much.

(%)
Specifying 52 52
highest
Highest 19 19
Neutral 13 13
Least 12 12
Specifying 4 4
least
T0tal 100 100
4.25 Graph showing, I like the ambience of shopping in big bazaar mall very much
4%
12%
13%
52%
19%
INTERPRETATION:
From the above graph and the table its concluded that the ambient of shopping is more in big bazaar that
is 52%.

Table: -4.26
Table showing
I prefer purchasing fr0m the Big Bazaar store on certain occasions when price discounts are very
much.

(%)
Specifying 45 45
highest
Highest 30 30
Neutral 10 10
Least 5 5
Specifying 10 10
least
T0tal 100 100
4.26 Graph showing, I prefer purchasing fr0m the Big Bazaar store on certain occasions when
price discounts are very much.
specifying least
Lea 10 %
st
5%
neutral
10 % specifying highest
45%
highest
30
INTERPRETATION:
From the above graph its concluded or it decided that the highest respondents is that they visit on the
occasions and the offers time

CHAPTER – 5
FINDINGS, SUGESSIONS
AND CONCLUSION

5.1: Findings
 Most of the respondents are aged group between 26-30.
 Most of the respondents are Male
 The most of the customer says that they will prefer shopping at Big Bazaar.
 36% of respondents will attract by price.
 Many of respondents will attracted by the Quality.
 Most of the respondents Agreed that advertisement will attract shop at big bazaar.
 Many of the respondents are strongly agreed that they will attract by offers in big bazaar.
 Most of the respondents are mentioned that variety of product will not attract shop at big bazaar.
 48% of respondents are except Discounts while purchasing at big bazaar.
 36% of respondents are mentioned that the big bazaar advertisement is effective.
 Most of the respondents says that they will not prefer online shopping for FMCG products.
 Many of the respondents are strongly agreed that self-space arrangement of products will look shop at
big bazaar.
 Many of the respondents are strongly agreed that Accessibility of the products available in big bazaar.
 36% of respondents agreed that Variety of available products at big Bazaar.
 Most of the respondents are look home delivery shop at big bazaar.
 45% of the respondents are shop FMCG products in big bazaar.
 Most of the respondents are strongly agreed that they will prefer services at big bazaar.
 60% of the respondents are strongly agreed that they will prefer Brand at big bazaar.
 The customer says that they agreed that they will prefer products displayed properly at big bazaar.
 45% of the respondents are prefer purchasing on certain occasions at big bazaar.

5.2: Suggestions
 Offers are not the only factors that attract the customer in purchasing the products. Hence Big Bazaar can
introduce offers on a regular interval retains the brands name in the minds of the customer.
 Market leadership can be achieved by effective sales promotion activities and advertisements.
 As Big Bazaar is not into the online shopping, Big Bazaar can start-up with an online shopping website
to compete the e-commerce segment too.
 Big bazaar can provide freebies for bulk purchase customers.
 Mega events like great Indian shopping festival as great impact in attracting customers to purchase more
and more. Therefore, Big Bazaar can continue to have such offers.
 General merchandise constitutes number of departments so cash counter should be added up in this
section to reduce problem of billing
 During weekend customers often feel that trollies occupy huge space and hence small hand bags can also
be used for less quantity buyers.
 Damage products shall be replaced because it gives bad impact to other product kept on the shelf.
 Exhibit their new line of foot wear, luggage through events like fashion show.

5.3: Conclusions
Big Bazaar is a major shopping complex for today’s customers. It is a place where customers find variety
of products at a reasonable price. Big Bazaar has a good reputation of itself in the market. It has positioned
itself in the market as a discounted store. It holds a huge customer base. The majority of customers belong
to middle class family. The youth generation also likes shopping and moving around Big Bazaar. Volume
sales always take place in Big Bazaar.
Big Bazaar is a hypermarket as it provides various kinds of goods like apparels, grocery, stationary, food
items, electronic items, leather items, watches, jewellery, crockery, decorative items, sport items,
chocolates and many more. It competes with all the specialty stores of different products which provide
goods at a discounted rate all throughout the year. It holds a large customer base and it seemed from the
study that the customers are quite satisfied with Big Bazaar. It seems that there is a vast growth of Big
Bazaar lying as customers demand; increasing for Big Bazaar. It has emerged as a hub of shopping specially
for middle class people. The research study was successful in completing its objectives and concludes that
many factors influence to shop at Big Bazaar from variety of products, different kinds of offers, sales
promotion activities advertising and many others.

BIBLIOGRAPHY
1.JOURNAL: International Journal of Retailing & Rural Business.

AUTHOR: T. Surulipal K. Baranidharan
2. JOURNAL: The IUP Journal of Agricultural 68 Economics

AUTHOR: Triveni Khushali
3. JOURNAL: Journal of Marketing Management,

AUTHOR: Bibhas Chandra* and J K Pattanayak
4. JOURNAL: Exploring the Development of Store Images

AUTHOR: DAVID MAZURSKY and JACOB JACOBY
5. JOURNAL: IMPORTANCE OF APPAREL STORE IMAGE ATTRIBUTES

PERCEPTIONS OF CONSUMERS
AUTHOR: ELIZABETH M VISSER RONEL DU PREEZ HESTER S JANSE
BILIOGRAPHY
www.academia.org
www.mpbim.com/proquest
www.bigbazaar.com
www.pantaloons.cc

Appendix
Questionnaire
1. AGE
a. 18-25
b. 26-3o
c. 31-35
d. 36-4o
e. 4o-above
2. GENDER
a. Male
b. Female
3. OCCUPATION
a. Company Executive
b. Government Employee
c. Self-Employed
d. Unemployed

4. WHICH STORE DO YOU PREFER SHOPPING AT?
a. BIG BAZAAR
b. D – MART
c. MORE STORES
d. STAR BAZAAR
e. LOCAL DEPARTMENTAL STORES
5. WHAT ATTRACTS YOU TO SHOP AT BIG BAZAAR?

(RANK 1-5,1 SPECIFYING HIGHEST VALUE AND 5 SPECIFYING LEAST VALUE)
a. PRICE
b. QUALITY
c. ADVERTISEENT
d. OFFERS
e. VARIETY OF PRODUCTS
6. WHAT KIND OF OFFERS YOU EXPECT WHILE PURCHASING AT BIG BAZAAR?
a. DISCOUNTS
b. FREE BIES
c. GIFT COUPONS
d. HOME DELIVERY SERVICES
e. OTHERS

7. DO YOU FIND ADVERTISING OF BIG BAZAAR EFFECTIVE?
a. HIGHLY EFFECTIVE
b. EFFECTIVE
c. NEUTRAL
d. NOT EFFECTIVE
e. HIGHLY NOT EFFECTIVE
8. IS THE SALES PROMOTION ACTIVITIES OF BIG BAZAAR EFFECTIVE ACCORDING TO

YOU?
a. HIGHLY AGREE
b. AGREE
c. NEUTRAL
d. DISAGREE
e. HIGHLY DISAGREE
9. DO YOU PREFER ONLINE SHOPPING FOR FMCG PRODUCTS?
a. YES b. NO

10. WHAT DO YOU LOOK AT WHEN YOU SHOP IN RETAIL OUTLET?

(RANK 1-5, 1 SPECIFYING HIGHEST VALUE AND 5 SPECIFYING LEAST VALUE)
a. SELF SPACE ARRANGEMENT OF PRODUCTS/DESIGN
b. ACCESSIBILITY OF THE OUTLETS
c. VARIETY AVAILABLE IN THE OUTLET
d. HOME DELIVERY
e. OTHERS SPECIFY_
11. I SHOP ONLY THOSE PRODUCTS FROM THE, BIG BAZAAR STORE, WHICH ARE NOT
GENERALLY AVAILABLE IN NORMAL RETAIL STORES?
a. HIGHLY AGREE
b. AGREE
c. NEUTRAL
d. DISAGREE
e. HIGHLY DISAGREE

12. WHAT KIND OF PRODUCTS DO YOU SHOP AT BIG BAZAAR?
a. FMCG
b. CLOTHING AND ACCESSORIES
c. TOYS AND STATIONAERY FOR KIDS
d. ELECTRONICS ITEMS
e. OTHERS SPECIFY
13. WHY DO YOU PREFER BIG BAZAAR?

(RANK 1-5, 1 SPECIFYING HIGHEST VALUE AND 5 SPECIFYING LEAST VALUE)
a. EASY ACCESS TO THE OUTLET
b. OFFERS AND VARIETY
c. SERVICES
d. BRAND
e. OTHERS
14. I PREFER TO SHOP FROM BIG BAZAAR MALL BECAUSE PRODUCTS ARE DISPLAYED
PROPERLY.
a. HIGHLY AGREE
b. AGREE
c. NEUTRAL
d. DISAGREE
e. HIGHLY DISAGREE

15. I LIKE THE AMBIENCE OF SHOPPING IN BIG BAZAAR MALL VERY MUCH.
a. HIGHLY AGREE
b. AGREE
c. NEUTRAL
d. DISAGREE
e. HIGHLY DISAGREE
16. I prefer purchasing from the big bazaar store on certain occasions when price
discounts are very high.
a. HIGHLY AGREE
b. AGREE
c. NEUTRAL
d. DISAGREE
e. HIGHLY DISAGREE


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“PROMOTIONAL EFFORTS FOR SELECTING PRODUCTS IN BIG BAZAAR”

The project titled “PROMOTIONAL EFFORTS FOR SELECTING PRODUCTS IN BIG

Canara Bank School of Management Studies. Page 1

Canara Bank School of Management Studies Page 2

Canara Bank School of Management Studies Page 3

The 4Ps are:

• Product (or Service).

Canara Bank School of Management Studies Page 4

• Where do buyers look for your product or service?

• What is the value of the product or service to the buyer?

• Are there established price points?

• For products or services in this area?

Canara Bank School of Management Studies Page 5

Canara Bank School of Management Studies Page 6

Canara Bank School of Management Studies Page 7

2.1 Industry Profile

Indian retail industry

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Growth of Indian retail industry

2.2 Company profile:

Future Group Manifesto

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Rewrite Rules, retain Values

About the Big Bazaar

Canara Bank School of Management Studies Page 10

Canara Bank School of Management Studies Page 11

Department with their Products

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4) Home Décor Department

Mission and Vision of the Company

3. We shall infuse Indian brand with confidence and renewed ambition.

4. We shall be efficient, cost- conscious and committed to quality in whatever we do.

Canara Bank School of Management Studies Page 13

Major milestone Chronology

• Central – India’s first seamless mall is launched in Bangalore 2005

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Canara Bank School of Management Studies Page 16

Images Fashion Forum 2009

Canara Bank School of Management Studies Page 17

FedEx Most Trusted Retailer of the Year Award, Big Bazaar.

Canara Bank School of Management Studies Page 18

Canara Bank School of Management Studies Page 19

3.1 Literature Reviews:

1) TITLE: - A study on PROMOTIONAL STRATEGY OF BIG BAZAAR: AN INSIGHT an

Canara Bank School of Management Studies Page 20

Canara Bank School of Management Studies Page 21

Canara Bank School of Management Studies Page 22

5) Title: - A study on IMPORTANCE OF APPAREL STORE IMAGE ATTRIBUTES

3.2: - PROBLEM STATEMENT

Canara Bank School of Management Studies Page 23

3.3: NEED OF THE STUDY

This study on PROMOTIONAL EFFORTS FOR SELECTING PRODUCTS IN BIG BAZAAR,

3.4: - OBJECTIVES OF THE STUDY

Canara Bank School of Management Studies Page 24

3.5: RESEARCH METHODOLOGY: -

Canara Bank School of Management Studies Page 25

3.6 DATA COLLECTION

1. Data Collection mode:

2. Tools for data Collection

Canara Bank School of Management Studies Page 26

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Respondents Frequency Percentage