A C O M PA R AT I V E S T U D Y O N T H E

EFFECTIVENESS OF TRADITIONAL MARKETING

AND DIGITAL MARKETING ON THE CUSTOMERS
IN BIG BAZZAR BANGALORE
INTRODUCTION

The worldwide media environment is going through un predictable Change.

The rapid growth of Internet, social media and mobile media now offers the
marketers a wide variety of options, just a few decades ago which did not exist.
Moreover the younger consumers are reducing their use of traditional media
such as newspapers, magazines and even television As they become more
addicted to the digital media. As a result, marketers have been forced to Re-
evaluate their media strategies and re consider the process By the way
consumers make decisions and the media that influences their decisions in order
to communicate more efficiently With the consumers in the new digital age. At
the same time marketers should be careful not to overreact in their adoption of
new media ignoring the traditional options. While the use of traditional media is
clearly on the decline, they’re not yet irrelevant and may continue to offer Value
that cannot be gained from the use of new media options.
Marketing has been around forever in one form or the other. Since the day when
humans started trading marketing was that they first traded, marketing was
there. Marketing was the Stories they used to convince the other humans for
trade. Humans have come a long way since then, and marketing has too. The
methods of marketing have been changed and improved, and we have become a
lot more efficient at telling our stories and getting their marketing messages out
there.

INDUSTRY PROFILE

Indian retail industry Is one of the largest industries in India along with their
employment of around 8% and contributing to over 10% to the countries GDP.
Retail industry in India is expected to rise 25% yearly being driven by a strong
income growth from the changing lifestyles and favourable demographic
patterns.
Indian retail market is the fifth largest retail business globally and it has one of
the largest number of retail outlets in the world.
The India retail sector is the second largest employer after agriculture in India.
The retailing sector in India is highly popular and consist predominantly a less
independent and owner managed shops. There are about 12 million retail outlets
in India. The growth in the Indian organised retail market is mainly due to the
change in the consumer behaviour. This change has raised and as a result of the
increased income comes the changing lifestyles and favourable patrons of
democracy. Now the consumer wants to shop at a place where they can get
food, Entertainment, And shopping all under one roof.
There has been a boom in the retail trade in India owing to the increase in the
income of the middle class household. More and more marketers are venturing
into the retail business in India to introduce new attractive retail design like
malls, supermarkets, and even changing the traditional look of the book stores,
chemist shop etc. Food sales Constitute a higher proportion of the total retail
stores. The share was 62.7% in 2001 came approximately to Rs.739.2 billion,
non-food was well worth Rs.4189.5 billion.

Growth of retail in India

An increasing number of the people in India are turning to the service sector for
employment due to the relatively low return offered by the traditional
agriculture and manufacturing sectors the organised retail market is growing at
35% annually while growth of an unorganised retail sector is pegged at 6%.
The retail business in India is currently at the point of inflation. Rapid change
with the Investments to let you know US dollars 25 billion in being planned by
several Indian and multinational companies in the next five years. It is a huge
industry in terms of size and according to management consulting firm techno
back advices private limited it is valued at about three US$50 billion. Organised
Retail is expected to Garner about 16 to 18% of the total retail market in the
next five years
India has topped at A.T. Kearney’s Annual global retail development index
(GRDI). For the third consecutive year call maintaining its position as the most
attractive market for retail investment. The Indian economy has registered a
growth of 8% for 2007. The protection for 2008 is 7.9% the number is growth
of the retail industry has created a huge demand for real estate. Property
developers are creating retail real estate at an aggressive pace And by 2010 how
much 300 Malter estimated to be operational in the country
1. The retail sector in India can be split up into two comedy organise on the
unorganised. The organised sector who size is expected to triple by 2010
can be further split up into departmental stores, supermarkets, shopping
malls etc.
2. In terms of value, the size of the retail sector in India is 300 million will
stop the all good nice sector contributes about 4.6% of the total trade.
3. Retail sector in India contributes10% of the gross domestic product and 8%
to employment of the country.
4. In terms of growth the FMCG retail sector is the fastest growing unit and
the retail relating to household care, confectionery etc, have lagged behind
5. The foreign retail giants that initially restricted from making investments in
India. Now FDI a 51% is permitted in India only through single brand retail
outlets. Multi brand out later still beyond the reach. Megan they can only
enter the market through franchises, this is have Walmart had entered
joining hands with Bharti Enterprises.
6. Online retaining is still to leave a mark on the customer is due to lacunae
that which is already mentioned.
PESTLE analysis of the industry

The following factors of significant for the industry

a). Political factors

Current taxation policy

Future taxation policy
The current and future political support
Grants, funding and initiatives
Trade bodies
Effect of words are worsening relations with particular countries

b). Economic factors

Overall economic situation

Strength of consumer spending
Current and future levels of government spending
Ease of access to loans
Current and future level of interest rates, inflation and unemployment
Specific taxation policies and trends
Exchange rate

c). Sociological factors

Demographics
Lifestyle patterns and changes
Attitudes towards issue such as education, corporate responsibility and
the environment
 Social mobility
Media views and perceptions

d). Technology factors

Relevant current and future technology innovations

The level of research funding
The ways in which consumers make purchases
Intellectual property rights in copyright infringements
Global communication technological advances
e). Legal factors

Legalisation areas such as employment , competition and health and

safety
Future legalisation changes
Changes in European law
Trading policies
Regulatory bodies

f). Environmental factors

The level of pollution created by the product or services

Recycling considerations
Attitudes to the environment from the government , media and
consumers
Future group

Pantaloon retail is the flagship enterprise of the future group hello which is
positioned to cater to the entire Indian consumption space. The future group
operates through 6 verticals: Future retail (encompassing All retail businesses),
future capital (Financial products and services), and future brands (management
of all brands owned or management group companies), future space
(management of retail real estate), future logistics (management of supply chain
and distribution) and future media (development and management of retail
media).
Future capital Holdings, the groups financial arm, Focuses on asset
management and consumer Finance. It manages to real estate investments once
and consumer related private equity fund, indecision. It also plans to get into
insurance, consumer credit and other consumer related financial products and
services in the near future.
Pantaloon Retail (India) Ltd was incorporated as Manz wear Private Limited in
the year 1987. It become a public limited company in 1991 and was renamed
pantaloon fashion (India) Ltd and then pantaloon Retail (India) Ltd in 1999.
Over the years the company has accelerated growth through its ability to
manage change. It integrated backwards Into garment manufacturing and
expand its retail network at the same time. It launched three successful brands
pantaloon trouser Bar denims And John Miller shirt between 1987 and 1993.
The company introduced the concept of the pantaloon shop, exclusive
menswear retail store which expanded across India from 1994 to 1998. In the
year 1997 pantaloon more to large format Lifestyle retailing with the launch of
pantaloons India’s family store. Pantaloon has grown to a 29 store network and
occupies 263000 sq ft Of the retail space. They contributed Rs.1 74 crore to the
total turnover of the company.
The management was aware that in retail, size matters. The business revolves
around volumes. Lifestyle retailing did not really provide this volume is the
volume is came from the large Indian middle-class market that was waiting to
be tapped. Big Bazar the discount store was launched in the year 2001 to meet
the aspirations of the middle class. In a short span of two years it had added a
Food Bazaar and gold Bazar to its ranges of offering.
At the time of the launch of big Bazar there was no real precedent In the Indian
market giants the RPG Hyper markets had opened in Hyderabad only two
months prior to the launch of big Bazar. Western model Had to be adapted to
suit the needs of Indian environment where is local markets in local market
leaders were studied. This was done to understand the product mix And the
prices offered. One of the key discount retailers studied was Saravana stores in
Chennai.Saving is the key of Indian middle-class consumer the store which
would be created to offer value to the consumer keeping this in mind the
concept of big Bazar was created.

THEORETICAL BACKGROUND OF THE STUDY

Marketing

Marketing is considered to be collective Process where individuals or groups

can exchange goods and services based on their needs and wants. Philip Kotler
defines marketing as,“The process of planning and executing the conception,
pricing , promotion and distribution of ideas, Goods and services to create
exchange that satisfies individual and organisational objectives.”
Marketing is the process of communicating the value of a product or service to
customers, for the purpose of selling that product or service. From a societal
point of view, marketing is the link between a society’s material requirements
and its economic patterns of response. Marketing satisfies this needs and wants
to exchange process and building long-term relationship. Marketing can be
looked at as an organisational functions and a set of processes for creating,
delivering and communicating value to customers, And managing Customer
relationships in ways That also benefit the organisation and shareholders.
Marketing is the signs of choosing target markets to market analysis and
markets recommendation, as well as understanding consumer buying behaviour
and providing superior customer value.

In this day and age, we basically have two categories of marketing:

Traditional marketing
Digital marketing

There is an ongoing battle between these type of marketing.Which is better?

Which offers great benefit in value? The Truth is, Both methods can be useful.
However the keys to Making the right allocation of marketing funds is properly
understanding your target market and the pros and cons of each type of
marketing.

Traditional marketing

This is the process Of promoting through well known and established channels
like billboards, print media ,TV commercials, radio, door to door marketing etc
The objective here is to attract yeah attention of your target customers call me
discover and satisfy the needs and wants.Traditional marketing also refers to
any type of Promotion, advertising or Campaign that has been in use by
companies for years, And that has a proven Success rate.
Traditional marketing is rather broad category that incorporates many forms of
advertising and marketing. It’s the most recognisable type of marketing, and
composing the advertisements That we see and hear every day. Most traditional
marketing strategies fall under one of four categories that is Print, broadcast,
direct mail and telephone
Print marketing is the oldest form of traditional marketing. Loosely defined as
advertising in paper form, the strategy has been a In use since ancient times,
when Egyptians created sales messages and wall posters on papyrus. Today in
marketing usually refers to advertising space in newspapers, magazines,
newsletters, and other printed material is intended for distribution.
Broadcast marketing includes television and radio advertisements . Radio
broadcast have been around since 1990s, the first commercial broadcast a radio
program Supported by on air advertisements. Television next Entertainment
technology was quicker to adopt advertising, with less than 10 years between its
inception And first television commercials in 1941.
Direct mail marketing uses printed materials like postcards, brochures,Letters,
catalogues Sent through postal mails To attract consumers. One of the earliest
and most well-known examples of direct mail is the sears catalogue, Which was
first mail to consumers In 1888.
Finally telephone marketing or telemarketing is the practice of delivering sales
messages over the phone to convince consumers to buy your product or service.
This form of marketing has become somewhat controversial in the modern age.
Benefits of traditional marketing are consumers care about traditional
marketing people still turn on the television and watch shows each and every
week. There are number of reasons it still holds firm like reaching customers
for long segments of time, offering face-to-face contact to consumers, boosting
brand awareness among viewers of a certain sure channel, showing
commitment to certain organisations and activities through sponsorship,
saturating an area of the community with a local presence,Catching customers
are never in driving them to take action with the physical advertisements.

Digital marketing

Digital marketing is the marketing of products or services using digital

technologies, mainly on the Internet, but also including mobile phones call my
display advertising, any other digital medium. Digital marketing development
since the 1990s and 2000 as change the way brands and business use
technology for marketing as digital platforms are increasingly incorporated into
marketing plans and day today life and as people use digital devices instead of
visiting physical shops digital marketing campaigns are becoming more
Prevalent and efficient.
Digital marketing is also referred as web marketing, online marketing or
Internet marketing digital marketing as an umbrella term for marketing various
products or services using digital platforms these platforms can include various
devices using Internet example website, applications and computers laptops,
mobile phones etc
The modern customer spends a lot of time online uses multiple digital channels
and has abundance of choice for most products and services with digital
technologies companies can now personalise Their marketing efforts on target
their relevant segment With more Precision. They can provide across channel
continuous personal experience to their customers. Digital marketing has
touched new heights with boom In smart phones and taps so much so that the
ones over not even close to this field are not willing to use this for the brand
promotion. The era has almost everybody what is the social media accountAnd
the ones without set an account to literally look down upon for business
purposes.
The digital marketing is an increasingly expanding medium of interaction that
has virtually eliminated graphical boundaries and overcoming previously
existing obstacles of global business. It can be considered to be in accident on
mega market born out of technology and that of economic needs.The Internet
today offers India Best opportunity to expand its market on an even more
Global scale This network of computers Represents perpetually open market
without geographical barriers to prevent any business from greeting customers
all over the world via a Virtual market where trade, transactions, cash and
commodities flow in the form of electronic consumption.
The challenge Facing the companies today is how To take strategic advantage
of these opportunities to build more desirable product and services build brand
equity and increase revenues and profits. The Internet your presence new
opportunities for marketers and sales people because it provides a wide Reach
for all marketing efforts conducted on it international markets can be opened up
at low cost good icing and promotion costs in other countries can be
significantly reduced if not eliminated . With the use of Internet again be
continuous customer support. Some of the advantages of digital marketing our
digital marketing is an interactive means of reaching to local audience as well
as to global audience when appropriate. Data is available immediately and
results are much easier to measure in digital marketing, social media enables to
communicate directly with groups and even individual consumers like word of
mouth marketing. Will direct relationship with the customers through social
media it is 24/7 marketing and capture the most energetic crowd.

Comparing traditional and digital market

Traditional marketing uses strategies like direct sales, TV, radio, mail, print
adds In newspapers or Magazines and printed materials like billboards, posters,
catalogues or brochures. Digital marketing is the promotion of products through
one or more forms of electronic media like advertising via the Internet, social
networking sites, mobile phones etc digital marketing is similar to traditional
marketing but using digital devices.
Traditional and digital marketing is have their pros and cons. Businesses of all
sizes weigh the options and it remind the right method for reaching their
audience. This is known as a marketing mix or a combination of factors
controlled by a company to influence the purchasing decisions of consumers.
Big Bazaar Advertises on every possible medium like TV commercials, social
media, banner ads on websites.
The main difference between digital and traditional marketing is where u see it.
The key similarities between all forms of advertising or marketing is its purpose
is to make a company known. No matter where a company purchase advertising
or marketing funds, placement is about driving sales, brand awareness and
conversions. Digital or online marketing methods which are becoming
increasingly popular include website as on social media YouTube videos and
search engine optimisation among many others. The world as transitioned into a
very digital environment not only that magazines re going digital many of our
daily tasks such as banking online and much of a reading is done on e reading d
with the rise of the digital age it is good to invest in a digital campaign even
though traditional marketing still has a place.Traditional marketing targets and
find specific customer is based on demographics digital marketing companies
out in the open allowing people to find them. Distant marketing has a far-
reaching ability in today’s business world when compared to traditional
marketing and not just that the speed with which customers can be reached
digitally is nothing like the traditional.One of the limitations of digital
marketing is that unlike the traditional marketing where adverts are carried out
on the pages of newspapers through TV commercials radio jingles billboards in
Street this place which are accessible to one easily understood by large number
of people the potential customers must have access to Internet and be familiar
with the channels used to target them that there is no Internet access or
knowledge of digital channels then the advert is wasted.One of the limitations
of traditional marketing is the Inability to track and monitor your Campaign
performance digital marketing gives you the ability to monitor responses and
see how your campaign is doing and measure its effect. You can easily find out
how many people visit your website on a regular basis. Avoiding the very high
cost of acquiring a small place in the local newspaper or a little airtime in one
of the local radio and television stations which are associated with traditional
marketing digital marketing office you the ability to create Multiple campaigns
at the same time on a budget that suits you targeting different countries, interest
groups, ages I’m genders you equally have the ability to evaluate and refine
your campaigns as much as often As you find need for that no extra cost. When
it comes to measuring an increasing Return on investment digital marketing
stands out as a best choice the various analytical platforms available online
makes it easier as against traditional marketing where do you have to rely on
potential customer being interested in your product and actually taking an
action.

Marketing in big Bazaar

Marketing and advertising can do wonders for any brand of the interest of target
audience is kept as The focus. Customers these days don’t get attached if same
old techniques are used for marketing. The creativity of market is comes into
the act during such situations. India’s popular retail chain big Bazaar has come
of that then interactive campaign this is being loved By the audience of
volleyed groups. Big Bazaar make sure that they should not get Limited to
traditional marketing methods such as billboards, TV commercials and for that
we use the power of social media on YouTube. The special part was that this
retail giant New that audience does not like to see direct ads So they went for
choosing platforms Like RVCJ Media with receive most of their views
organically on social media platforms on YouTube.Three types of content was
used in this campaign image memes, video memes And a dedicated YouTube
video made sure that he post reach the maximum audience.

IMPORTANCE OF THE TOPIC

From a societal point of view, Marketing is the link between societies material
requirements and it’s economic patterns of response.Marketing satisfies these
needs and wants to exchange processes and building long-term relationships.
Marketing can be looked at As an organisational functions and I set of
processes for creating, delivering and communicating value to customers, and
managing customer relationships in ways That also benefit the organisation and
its shareholders The Boom in computer, telephone and television technologies
Kumar has had a major impact on the way business produce in market the
products.Marketing play some major role in success of any business.

NEED TO STUDY THE TOPIC

• To know the marketing strategies used by Big Bazaar Bangalore.

• To evaluate the effectiveness of traditional marketing and digital marketing
on consumers.
• To learn the limitations of traditional marketing and digital marketing.
• To you know which one of the two approaches contains the most use in
effective marketing tools.

REVIEW OF LITERATURE AND RESEARCH DESIGN

Review of literature

• According to Hoge (1993) Internet marketing is the transfer of goods or

services from seller to buy is that invoice one or more electronic method is
your media. It has begin with the use of Telegraph in the 19th century with
the advent and mass acceptance of the telephone, radio, television and then
cable, electronic media has become the dominant marketing force.

• According to Stuart E J (2014) Day by day there is up for growth of online

services in regular usage by consumers However traditional market are
somehow did not want to admit that the voice changed their slow and taking
advantages of new opportunities presented to them B 2 B Enhances supply
chain processes need to pay my settings into real word business processes,
adapt automated systems to business behaviour and mingle content and
technologies with crucial information systems.

• According to Salehi M Mirzaei H and Aghaei M (2012) Compass both

Internet-based as well as traditional marketing, Internet marketing is more
economical and faster way to reach out to buy is directly and is the ideal way
for business to advertise locally or internationally. As it isn’t in case of
comparison both types of marketing and help traders and marketers to do
business. ETA has advantages and disadvantages in traditional marketing
 Consumers can see and touch the real coach of service but the domain of
effect is low on the other hand using of Internet marketing will exceed the
boundaries and introduce goods and services To the demographic of Internet
users also using the Internet would be more cheaper faster and convenient for
marketing.

• According to Belch and Belch (2006) Devised an approximate time span of

exposure or life time Traditional marketing communications. My exams can
easily be passed around from hand-to-hand or sit in an office for Passers-by
to read. Maxes have the longest lifespan of any traditional form of marketing
newspaper can be very effective a target marketing based on their readership.
Newspapers again have a somewhat shorter lifespan butter daily newspaper
can be picked up left on a commute And picked up again by another member
of public

• Ellis (2011) Explains the importance of events for be to be marketing from

the simple coffee meeting to more formal conferences. Thomas (2015) and
Freitas (2015) Agreed with the statement that the leading form of B2B lead
generation is still in person events.Face-to-face interactions are still the
leading method in conversation rates as evident in the CM I (content
marketing Institute 2015) report. WOM (word of mouth) Marketing is very
effective but Animesh a Rebel channel of traditional marketing
communications.

• Danaher (2007) Discuss is the frequency in marketing and once a certain

number is met, The marketing campaign as a success. Edelman (2013)
Concurs suggest that 8/10 Consumers believe a message after three viewing.
Digital media can easily be tracked but the findings may be false, due to
algorithm errors. Traditional can’t be fully measured, only an approximate
 frequency value can be deter mind, based on the best judgement (Blakeman,
2014)

• Taylor (2015) Predicts that by 2020 that all traditional outdoor advertising
space in major cities will be replaced by digital displays. According to Katz
(2008)Traditional marketing has a more visually appealing nostalgic and
more creditable aspect

• According to Gibson and Nielson (2000) Traditional marketing can be far

reaching and have a life span that is easily defined. If the lifespan of
marketing media a shot it may be best suited for a ones off event. Getz
(2013) Advise using traditional marketing communications to reach a wide
range of consumers.

• Chaffey and smith (2014) Explain that it is surprising how much marketers
can now do using digital methods and the rate is increasing both financially
and quantifiably. Digital marketing allows for a much stronger and in-depth
analysis of CRM that was not possible before the growth.

• Kotler and Smith 2015 agree that greater insight to monitoring your
consumers in detail has been achieved with digital tools but if active Ness of
this still remains a challenge. Online targeting consumers have been a great
advantage to marketers has they Can now see I’m not only what a person is
viewing but for how long where and why.

• Ivan Menezes, Diageo CEO is quoted That saying ‘It is not about doing
digital marketing it is about marketing efficiently in the digital world’. While
some marketers like Siegler, Smith and Chaffey Agree that digital methods
 will no doubt replace traditional methods. But Blakeman standby saying that
traditional will always have its place and purpose.

• According to the survey by IMRB And the Internet and Mobile

Association of India the country’s Internet population was about 11 2 million
by September. When your ends about 9 million more will be added making
India one of the worlds top markets for net based business.The profile of
uses is Evolving rapidly showing the media has made even George into small
town India and among the less affluent. There are more Internet users in
town with a population of less than five lakh then in the top eight metros put
together.
• According to Mulhern (2009) traditional marketing focuses on consumer
attitude information and mass-marketing tactics, while digital, or e-
marketing efforts use information obtained from data collection methods
from actual consumer purchases to provide insights into consumer behaviour.

STATEMENT OF THE PROBLEM

Understanding the age or the Generational differences that might exists come
by examining the potential shifts in references. The Internet or online marketing
falls under the spectrum of digital media and comparison of different media
channels which are scarce and this media channel prefers between digital and
traditional media channels are currently unknown for a powerful consumer
segment, is that of mother consumers due to the responsibilities for a wide
range of purchases, massive purchase power coming to the nation to pass along
word of mouth (WOM), And increasing online presence, the mother consumer
media preferences is significant to the marketers. The first half of 2016 had
consistent growth and e-commerce spending with approximately $1
Discretionary spending of every $10 spent online and remaining constant
during the recent recession mothers self-reported that the Internet has the most
essential medium to everyday life compared to the general population they
spend more time online and they have an increased propensity to watch
smartphone ownership that allows marketers the potential for additional digital
access to the consumer group.

SCOPE OF THE STUDY

The study is limited today various marketing strategies followed by big Bazaar
and its effectiveness for the consumers. The study covers the different
traditional marketing and digital marketing used by big Bazaar Bangalore.

The scope of the study is confined to big Bazaar Bangalore which is a retail
outlet

OBJECTIVES OF THE STUDY

1. To know which marketing tools are the most effective and preferred by big
Bazaar.
2. To compare traditional marketing with digital marketing and show the
difference.
3. Do you know whether digital and traditional marketing reach the potential
decision makers with information on the products and services.
4. To study which kind of marketing influences the end customers more.
5. To know which marketing message give the best return on investment.
SAMPLING

The sample was collected from the big Bazaar stores in Bangalore and
randomly select the respondent send an urban areas of Bangalore. In the study
100 respondents were considered to measure the effectiveness of traditional
marketing and digital marketing on the consumers.
Sample method- For the research non-probability convenience sampling has
been used because the time limit for the completion of the work is limited.

TOOLS OF DATA COLLECTION

Data collection: Both primary and secondary data was used to collect the
information required for the study and for deriving observations and confusion
on the subject matter under the study.

1. Primary data: The primary data was collected from the selected random of
sample directly through the help of questionnaires.

2. Secondary data:The secondary data collected from the information that

already exists like newspaper articles, journals, articles on the magazines,
web services and reports. The information gathered from the sources of
data have been analysed and then used in this project according to the need
and topic discussed in this project.
LIMITATIONS OF THE STUDY

• Broad and deep study on the concerned was not possible because the study
was limited to only for the period of four weeks.

• The study was only limited to big Bazaar Bangalore.

• The Results In the study where analysed and interpreted based on the
responses given Only by the selected sample of people and the responses
given by them in the questionnaire.

• The project which has been completed within a limited time frame may also
have time as a limitation.

• The company publishing the data may not be reputable.

• Since the study is explanatory in nature, there is ample scope for further
research in this file of study.
PROFILE OF THE SELECTED ORGANISATION AND RESPONDENTS

COMPANY PROFILE

Big Bazar this hypermarket chain was introduced in India by pantaloon Retail
(India) Ltd. In the year 2001 The first door open was in Kolkata and was
followed by stores in Hyderabad and Bangalore in the short span of 22 days the
stores contributed over Rs.43 crore is to the companies turnover and over Rs.2 .
89 crore to the PBIT In the first year itself. In 2006-07 More Indians discovered
the value of shopping in big Bazaar. Big Bazaar launch 27 stores in 22 cities
covering over 1.4 million square feet.Very big Bazar continue to expand in the
large cities it also tapped consumption is potential in smaller cities like Agra,
Allahabad, Coimbatore, Surat, Panipat etc . By May 2008 there was 18 and big
Bazar spread Across various cities and towns across the country.
“ jo bazaar mein milta who sab yahan milta hai” Says Rakesh Biyani director of
pantaloon retail describes big Bazaar. The buzzer is the term commonly used
for market on market place. Whenever any of us need anything the simplest
way to get is to go to the bazaar. Big Bazaar presents a location where a
customer can shop for anything that he needs for which I would normally visit a
bazar or the market.
Big Bazar Private Ltd operates as a hypermarket the company offers fashion
and General merchandise Including home furnishings, utensils, crockery,
cutlery, sports goods , Electronics, toys, footwear, men’s and women’s apparel,
accessories such as sunglasses, watches and handbags, luggage, fruits,
vegetables and stationery products stop the company sells its products through
its retail stores located nationwide. Big Bazar Private Limited was founded in
2001And is based in Mumbai, India. Big Bazar Private Ltd operates as a
subsidiary of future group.

Kishore Biyani said is not holding talks with anybody to sell stake in big Bazar
Private Limited and food bazaar has future group as sorted out its debit crisis
“We are not in discussion with anybody. I don’t want to divest my core retail
business now. I want to run it,’ Kishore Biyani told a debt levels are very
comfortable and divestment if any will only be in non-core assets, the future
group Chief said In the past one month Biyani has managed to reduce its debt
by INR 60 billion. Now he is in no hurry to sell any of its core business the
person close to future group said.

Big Bazaar is a chain of shopping malls in India currently with 29 outlets

owned by the pantaloon group. It works on same day economy model as
Walmart and has had considerable success in many Indian cities and small
towns. The idea was Pioneered By entrepreneur Kishore Biyani the head of
pantaloon retail India Ltd. Big Bazaar store in metros have a gaming area and
play area for entertainment big Bazaar is not just another hypermarket it caters
to every need of customers family where big Bazar scores over other stores is
its value for money proposition for the Indian customers.At big Bazar customer
will definitely get the best product for the better prices.
Objective of Big Bazaar

The central objective for earlier business of Big Brother was to bring instability
and consolidation. They were built to enforce order. However in the new era
where nothing remains constant, the dominant theme for Business needs to the
speeding imagination. The new macro differentiator can be designed helping
companies to sell differentiated experiences and solutions that connect with
their consumers emotions. It's no longer about selling products and services
alone it's just about completing transaction. Every time a customer walks in it
as an opportunity to build a relationship and invite the customer to become a
part of the transformation of scenario.

Type Private

Industry Retail

Founded 2001

Founder Kishore Biyani

Headquarters Mumbai, Maharashtra, India

Number of locations 256 stores nationwide

Area served. India

Key people Sarvesh Shivnath Shukla (founder)
Sadashiv Nayak (president and CEO)
Umashankar Shukla (director)

Products Electronics
Home and furniture
Home improvement
Clothing, footwear
Jewellery, toys
Health and beauty
Pet supplies
Sporting goods and fitness
Party supplies, grocery

Services Future pay

Parent Future Group

Website. bigbazaar.com

Chronology

2001
• Three big Bazaar stores launched within a span of 22 days in Kolkata,
Bangalore and Hyderabad

2002
• big Bazar ICICI bank card is launched.
• Food Bazaar big in spite of big Bazar with the launch of the first store in
Mumbai at High Street Pheonix

2005
• Launch is the 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 Bazar partners with future bazar.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 101 store within seven years of launch.

2010
• big bazaar wins CNBS Consumer hours for the third consecutive year. As the
most preferred multi brand food and beverage chain, Most preferred multi
brand retail outlet in 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 the stores.

2011
• 200 store opened in India, big buzzer has come up with a new logo with new
tagline ‘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 gets cookies exclusively for kids across
India.
• Big brother is planning to add further value to its retail services by offering
value-added services like grinding, deseeding, vegetable cutting at free of
cost.

Swot analysis of Big Bazaar

Strengths

• High brand equity enjoyed by big Bazar

• State of the art infrastructure
• A vast variety of stuff available under one roof
• Every day low prices which attract customers
• Maximum percent of foot falls is converted into sales
• Huge investment capacity
• Biggest value retail chain in India
• It offers a family shopping experience, where entire family can visit together
• Available facilities such as online booking and delivery of goods.

Weakness

• Unable to meet store opening targets on time

• Falling revenue per square feet
• General perception low price equals to low quality
• Overcrowded during offers
• Long lines of billing counters which are time consuming
• Limited only to value offering low-priced products and nonbranded products
are still missing from big Bazaar is line of products

Opportunity

• A lot of scope in Indian organised retail assistant at approximately 4%

Increasing mall culture in India
• More people these days prefer to visit big stores where they can find large
variety under one roof.

Threats

• Competition from other value retail chains such as Reliance Hypercity and D
mart etc.
• Unorganised retail also appears to be a treat to big Bazaar’s business. A large
population still prefers to visit local convenience stores for daily purchases.
• Change in government policies
• International players looking to conquer Indian markets.

Competitors

1. Hyper markets: Spencers, Magnet, Star India bazaar, Shop Rite.

2. Department stores: Shoppers stop, lifestyle, Reliance , Westside.
3. Convenience stores: More, Reliance fresh, Food world.
4. Speciality stores : Titan, Bata, Tanishq
5. Furniture retailing: Tangent, Pepper fry
6. Speciality formats: Archies, Landmark, Crossword.

Vision

Future group shall deliver everything, everywhere, everytime for every Indian
consumer in the most profitable manner

Mission

• We share the vision and believe that our customers and stakeholders shall be
so lonely by creating and executing future scenarios in the consumption space
leading to economic development.
• We will be trendsetters in evolving delivery format, creating retail reality call
making consumption affordable for all consumers segments.
• 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 a positive attitude, sincerity, humility and United
determination shall be the driving force to make us successful.
DATA ANALYSIS AND INTERPRETATION

4.1 Table showing the impact of traditional marketing on consumers in big

bazaar Bangalore.

Particulars No of respondents Particulars

Highly effective 40 40%

Moderately effective 40 40%

Less effective 20 20%

Total 100 100%

Analysis

The above table shows that 40% of the respondents thinks that traditional
marketing is highly effective, and 40% of the respondents thinks that traditional
marketing is moderate effective , 20% of the respondents thinks that traditional
marketing is less effective.
4.1 Graph showing the impact of traditional marketing on consumers in big
bazaar Bangalore.

no of respondents
40

30

no of respondents
20

10

0
! highly effective moderately effective less effective

Interpretation

Hence the above graph shows that traditional marketing is effective on a

average basis as traditional marketing is already outdated and doesn’t attract the
ratio of customers digital marketing does.
4.2 Table showing the impact of digital marketing on the consumers in big
bazaar Bangalore.

Particulars No of respondents Percentage

Highly effective 70 70%

Moderately effective 20 20%

Less effective 10 10%

Total 100 100%

Analysis

From the above table it is analysed that 70% of the respondents thinks that
digital marketing is highly effective, 20% of the respondent thinks that digital
marketing is more moderately effective, 10% of the respondents thinks that
digital marketing is less effective.
4.2 Graph showing the impact of digital marketing on the consumers in Big
Bazaar Bangalore.

Series 1
70

53

Series 1
35

18

0
! highly effective moderately effective less effective

Interpretation

From the above graph it is interpreted that majority of the respondents thinks
digital marketing is more effective as digital marketing is the trend which is
going on in the world and it influences more number of people and mainly the
young population of the world.
4.3 Table showing whether getting new products launching information via
digital media is more informative than traditional media.

Particulars No of respondents Percentage

Strongly agree 60 60%

Agree 20 20%

Neutral 15 15%

Disagree 5 5%

Total 100 100%

Analysis

From the above table it is analyse that 60% of the respondents strongly agree
that getting new product launching information through digital media is more
informative than traditional. 20% of the respondents agreed that getting new
product launch and information through digital media is more informative. 15%
says its neutral and 5% does not agree that getting a product launch information
through digital media is more effective.
4.3 Graph showing that getting new product launching information through
digital media is more information then traditional media.

Series 1
60

45

Series 1
30

15

0
! strongly agree agree neutral disagree

Interpretation

From the above graph it can be interpreted that majority of the respondents
agreed to the fact that getting a new product launching information through
digital media is more informative then traditional media. As digital media takes
fractions of seconds to communicate the given information to the customers.
4.4 Table showing is digital media easy and effective way to give feedback
about the products/services.

Particulars No of respondents Percentage

Easy 45 45%

Very easy 45 45%

Not easy 10 10%

Total 100 100%

Analysis

From the above table it can be analysed that 45% of the respondents thinks its
easy and effective way to give feedback about the products/services through
digital media, 45% respondents thinks its very easy , and 10% respondents
thinks its not easy and effective way to give feedback about the products/
services through digital media.
4.4 graph showing is digital media easy and effective way to give feedback
about the products and services.

Series 1
50

38

Series 1
25

13

0
! easy very easy not easy

Interpretations

From the above graphic it can be interpreted that digital media is easy and
effective way to give feedback about products and services as it takes less time
and most of the people are always busy with digital media which makes it easy
for them and effective way to give feedback in digital media which makes it
easy for them and effective to give feedback in digital media.
4.5 Table showing that having organised digital media platform (Facebook,
Twitter) raises the position of the product in the market.

Particulars No of respondents Percentage

Yes raises the position 70 70%

Neutral 20 20%

No does not 10 10%

Total 100 100%

Analysis

From the above table can be analysed that majority of the respondents thinks
that having an organised digital media platform raises the position of products
on the market. 70% says yes it raises the position , 20% thinks that its neutral
and the 10% of respondents thinks that having an organised digital media
Platform does not raises the position of products in the market.
4.5 Graph showing that having organised digital media platform (Facebook,
Twitter) raises the position of product in the market.

Series 1
70

53

Series 1
35

18

0
! yes raises the position neutral no does not

Interpretation

From the above graph it can be interpreted that having an organised digital
media platform like Facebook Twitter etc raises the position of products in the
market. As digital media platforms are more effective in influencing the
consumers.
4.6 Table showing which media of advertising does people normally search to
know about the desired new products or services in the market.

Particulars No of respondents Percentage

Newspaper 20 20%

Internet / online websites 50 50%

Tv 15 15%

Radio 15 15%

Total 100 100

Analysis

From the above graph it can be analyse the majority of the respondents search
the online website normally to know about the desire new products or services
in the market.20% of the respondents go through newspapers to know about the
products, 50% searches the online websites , 15% of them watch TV and 15%
of the respondents listen to the radio to know about the new products.
4.6 Graph showing which media of advertising does people normally search to
know about the desired new products/services in the market.

Series 1
50

38

Series 1
25

13

0
! newspaper online websites tv radio

Interpretation

From the above graph it can be interpreted that people normally search the
online website to know about the desired new products and services in the
market as the online website gives a lot more information about the products in
depth which is more useful for the consumers.
4.7 Table showing how many hours does people spend online every day in an
average including social media.

Particulars No of respondents Percentage

0-1/2 hrs 5 5%

1-2 hrs 10 10%

3-4 hrs 30 30%

More than 4 55 55%

Total 100 100%

Analysis

From the above table it can be analysed that 55% of the respondents spend
more than 4 hours a day online including social media. 10% of the respondents
spend 1to 2hrs online, 30% of the respondents spend 3 to 4 hrs online, and 5%
of the respondents spend only 0 to half n hour a day online.
4.7 Graph showing how many hours does people spend online on an average
including social media.

Series 1
60

45

Series 1
30

15

0
! 0-1/2 hrs 1-2hrs 3-4hrs more than 4

Interpretation

From the above graph it can be interpreted that majority of the people spend
more than 4 hours online including social media which are mostly the youths,
so digital marketing is highly effective when compared to that of traditional
marketing.
4.8 Table showing how many hours people spend reading newspaper,
magazines and listening to radio on an average.

Particulars No of respondents Percentage

0-1/2 hrs 40 40%

1-2hrs 35 35%

More than 2hrs 25 25%

Total 100 100%

Analysis

From the above table it can be analysed that only minority of the respondents
spend more than 2hrs reading newspapers magazines, 40% of the respondents
spends 0 to half n hour reading newspapers, magazines and on radio, 35%
spends 1-2 hrs reading newspapers and only an average of 25% respondents
more than 2hrs reading newspapers.
4.8 Graph showing how many hours people spend reading newspapers,
magazines and listening to radio.

Series 1
40

30

Series 1
20

10

0
! 0-1/2hrs 1-2 hrs more than 2hrs

Interpretation

From the above graph we can interpret that a majority of the people does not
spend more time reading newspapers, magazines and listening to radio so
traditional media of advertising is not much effective and influences more
number of people in todays world.
4.9 Table showing do people click on online ads to read more when they feel
interest towards ads.

Particulars No of respondents Percentage

Always 40 40%

Never 20 20%

Sometimes 40 40%

Total 100 100%

Analysis

From the above table it can analysed that 40% of the respondents click on
online ads to read more when they feel interest towards it, 20% never click on
the online ads and 40% of the respondents sometimes click on the online ads to
know about the ads when they feel interest towards it.
4.9 Graph showing do people click on online ads to read more when they feel
interest towards the ads.

Sales

always
never
sometimes

Interpretation

From the above graph it can be interpreted that majority of the respondents
always and sometimes click on the online ads to know more about the ads when
they feel some interest towards it digital marketing is the simplest way to know
more about the products and services
4.10 Table showing do people prefer to order online than go to the market place
to purchase the products which are already available online.

Particulars No of respondents Percentage

Prefer online 40 40%

prefer stores 40 40%

Neutral 20 20%

Total 100 100%

Analysis

From the above table it can be analysed that 40% of the respondents prefer
online market place to purchase the products rather than going to the stores,
40% of the respondents prefer stores to purchase the products, and 20% of the
respondents says sometimes they prefer online stores and sometimes the
existing stores.
4.10 Graph showing do people prefer to order online than go to the market
place to purchase the products which are already available online.

Series 1
40

30

Series 1
20

10

0
! prefer online prefer stores neutral

Interpretation

From the above graph it can be interpreted that the respondents prefer both
online stores and the natural stores to purchase products however digitalised the
world gets people still believe in seeing the products evaluating the products
themselves and then buying it. Some people prefer online stores which is more
easy and saves the travelling expenses and time.
4.11 Table showing normally how people get information about the products.

Particulars No of respondents Percentage

Tv, radio, billbords 30 30%

Social media, online websites 45 45%

Peer group 25 25%

Total 100 100%

Analysis

From the above table it can be analysed that 30% of the respondents gets
information about the products through tv, radio, and billboards. 45% of the
respondents gets information about the products through social media, online
websites and 25% of respondents get the information about the products
through peer groups that is friends family and others.
4.11 Graph showing normally how people get information about the products.

Series 1
50

38

Series 1
25

13

0
! tv,radio,billbords social media,on;inewebsites peer groups

Interpretation

From the above graph it can be interpreted that people normally get information
about the products through digital medias like social media, online websites.
And even through the traditional medias like tv, radio and billboards.and also
through the peer group who influence them.
4.12 Table showing in which media do people notice advertisements more.

Particulars No of respondents Percentage

Tv 20 20%

Online 40 40%

Newspaper 10 10%

Magazines 10 10%

Out door hordings 15 15%

Total 100 100%

Analysis

From the above table it can be analysed that 20% of the respondents notice
advertisements on tv, 40% of the respondents noticed advertisements online,
10% of the respondents notice advertisements on newspapers, 10% of the
respondents notice advertisements in magazines and 15% of the respondents
noticed advertisements more on out door holdings.
4.12 Graph showing in which media do people notice advertisements more.

Series 1
40

30

Series 1
20

10

0
! tv online newspaper magazines out door hordings

Interpretation

From the above table it can be interpreted that people notice more
advertisements online when compared to that of all other medias, as most of the
people spend more time online everyday compared to other medias.so the
companies tend to adopt digital market than traditional marketing.
4.13 Table showing how people share their shopping experience in big bazaar
with others.

Particulars No of respondents Percentage

Social networking sites 40 40%

Messaging 10 10%

In company website 30 30%

Through face to face talk 20 20%

Total 100 100%

Analysis

From the above table it can be analysed that 40% of the respondents share their
shopping experience through social networking sites, 10% of the respondents
share their experience through messaging, 30% of the respondents in the
company websites, 20% of the respondents through face to face talk.
4.13 Graph showing how people share their shopping experience in big bazaar
with others.

Series 1
40

30

Series 1
20

10

0
! social networking sites in company website

Interpretation

From the above graph we can interpret that majority of the respondents share
their shopping experience through social networking sites and companies
website as it is easy to share information through online sources.
4.14 Table showing do companies believe in the growth prospect of digital
marketing in future.

Particulars No of respondents Percentage

YES 80 80%

NO 20 20%

Total 100 100%

Analysis

From the above table it can be analysed that 80% of the respondents agree that
yes there is future growth prospect for digital marketing , and 20% of the
respondents disagree for the fact that there is no future growth prospect for
digital marketing.
4.14 Graph showing do companies believe in the growth prospect of digital
marketing in future.

Sales

yes
no

Interpretation

From the above graph it can be interpreted that majority of the respondents
agree that there is future growth prospect for digital marketing , digital
marketing has great scope and its becoming successful day by day.
Company oriented

4.15 Table showing in what ratio big bazaar spend on traditional and digital
marketing. (data collected only from the top level managers in big bazaar)

Particulars Ratio Percentage

Managers 30:70 50%

Employees 50:50 50%

Total 100%

Analysis

From the above table it is analysed that big bazaar spends in the ratio of 30:70
on traditional and digital marketing according to the managers , according to
the employees big bazaar spends 50:50 on traditional and digital marketing.
4.15 Graph showing in what ratio big bazaar spend on traditional and digital
marketing.

Sales

managers
employees

Interpretation

From the above graph we can interpret that on an average big bazaar spends
more on digital marketing compared to traditional marketing as digital
marketing is more effective.
4.16 Table showing which method is best in terms of ROI

Particulars No of respondents Percentage

Traditional marketing 40 40%

Digital marketing 60 60%

Total 100 100%

Analysis

From the above graph it is analysed that 40% of the respondents feels
traditional marketing gives the best return on investment, 60% of the
respondents feels digital marketing gives the best return on investment.
4.16 Graph showing which method is best in terms of ROI.

Column1

traditional marketing
digital marketing

Interpretation

From the above table we can interpret that digital marketing gives the best
return on investment and many of the companies follow digital marketing rather
than traditional marketing as it gives the best return on investment.
4.17 Table showing does organisations face any difficulties or disadvantages in
following digital marketing methods.

Particulars No of respondents Percentage

YES 30 30%

NO 20 20%

Sometimes 50 50%

Total 100 100%

Analysis

From the above graph it is analysed that 30% of the respondents thinks they
face difficulties in following digital marketing methods. 20% of the respondents
thinks they do not face any difficulties in following digital marketing method
and 50% of the respondents say that sometimes they face difficulties in
following digital marketing methods.
 4.17 Graph showing does organisations face any difficulties or disadvantages
in following digital marketing methods.

Series 1
50

38

Series 1
25

13

0
! yes no sometimes

Interpretations

From the above graph it is interpreted that sometimes the companies faces
difficulties in following digital marketing methods everything has
disadvantages and some limitations so even digital marketing has few
disadvantages.
4.18 Table showing does companies use digital marketing techniques more or
traditional marketing to grow their business.

Particulars No of respondents Particulars

More of digital marketing 30 30%

More of traditional marketing 30 30%

Both 40 40%

Total 100 100%

Analysis

From the above table it is analysed that 30% of the respondents says companies
use digital marketing techniques more, 30% of the respondents says companies
use traditional marketing more and 40% of the respondents says the companies
use both traditional and digital marketing to grow their business.
4.18 Graph showing does companies use digital marketing techniques more or
traditional marketing to grow their business

4.4

3.3

Series 1
2.2 Column1
Column2

1.1

0
! More of digital marketing Both

Interpretation

From the above graph we can interpret that the companies use both traditional
and digital marketing to grow their business. In the increasing competition it is
necessary for the companies to have a very good marketing in order to be
successful so many companies opt for both traditional marketing and digital
marketing.
4.19 Table showing that is big bazaar is product oriented or service oriented.

Particulars No of respondents Percentage

Product oriented 40 40%

Market oriented 60 60%

Total 100 100%

Analysis

From the above table we can analyze that 60% of the respondents thinks big
bazaar is market oriented , and 40% of the respondents thinks big bazaar is
product oriented.
4.19 Graph showing that is big bazaar is product oriented or service oriented

Pie chart

Market orientedr
Product oriented

Interpretation

From the above graph we can interpret that big bazaar is mainly market
oriented and not product oriented, big bazaar mainly focuses on the consumers
and the quality of the products.
4.20 Table showing which form of media does big bazaar give more importance
to.

Particulars No of respondents Percentage

Tv 30 30%

Online 45 45%

Newspapers 10 10%

Youtube 25 25%

Total 100 100%

Analysis

From the above table we can analyse that the respondents says big bazaar gives
30% importance to tv, 45% of the respondents says its online, 10% of the
respondents says they give importance to newspaper, 25% of the respondents
says big bazaar gives more importance to youtube.
4.20 Graph showing which form of media does big bazaar give more
importance to.

50

38

Series 1
25 Column1
Column2

13

0
! TV Online Newpapers Youtube

Interpretation

From the above graph we can interpret that big bazaar gives more importance to
online media for marketing its goods and services which will give them a good
return on investment and publicity to their products and services.
4.21 Table showing which kind of marketing does companies consider is more
people influential.

Particulars No of respondents Percentage

Traditional marketing 30 30%

Digital markering 40 40%

Both 30 30%

Total 100 100%

Analysis

From the above table we can analyze that 30% of the respondents says
traditional marketing is more people influential, 40% of the respondents says
digital marketing is more people influential, 30% of the respondents says the
companies consider both traditional and digital marketing is people influential.
4.21 Graph showing which kind of marketing does companies consider is more
people influential.

Sales

Traditional marketing
Digital marketing
Both

Interpretation

From the above graph we can interpret that big bazaar mainly uses or gives
importance to digital marketing and also considers its more people influential.
as the current generation is more into digital medias and they get influenced
fast.
4.22 Table showing does the high impact of online marketing show positive
vibes to business.

Particulars No of respondents Percentage

Yes 70 70%

No 30 30%

Total 100 100%

Analysis

From the above table we can analyse that 70% of the respondents says that yes
high impact of online marketing show positive vibes to business, and 30% of
the respondents says no high impact of online marketing does not show positive
vibes to business.
4.22 Graph showing does the high impact of online marketing show positive
vibes to business.

Interpretation

Hence from the above graph we can interpret that the high impact of online
marketing show positive vibes to business, online marketing helps company in
reaching all the targeted customers within less time and is more consumer
influential.
4.23 Table showing is digital marketing taking over traditional marketing in last
few years.

Particulars No of respondents Percentage

Agree 40 40%
Disagree 30 30%
Neutral 30 30%
Total 100 100%

Analysis

From the above table we can analyse that 40% of the respondents agree to the
fact that digital marketing is taking over traditional marketing in last few years,
30% of the respondents disagree to the fact that digital marketing is taking over
traditional marketing in last few years, 30% of the respondents feels digital
marketing may or may not take over traditional marketing.
4.23 Graph showing is digital marketing taking over traditional marketing in
last few years.

Interpretation

From the above graph we can interpret that most of the respondents thinks
digital marketing is taking over traditional marketing in last few years, digital
marketing is getting advanced day by day and traditional marketing is loosing
its efficiency in attracting the customers, so many of the companies are
adapting digital marketing.
4.24 Table showing is digital marketing becoming essential duo in current
scenario.

Particulars No of respondents Percentage

Agree 30 30%
Strongly agree 50 50%
Disagree 20 20%
Total 100 100%

Analysis

From the above table we can analyse that 30% of the respondents agree that
digital marketing is becoming essential duo in current scenario, 50% of the
respondents strongly agree that digital marketing is becoming essential duo in
current scenario, 20% of the respondents disagree digital marketing is
becoming essential duo in current scenario.
4.24 Graph showing is digital marketing becoming essential duo in current
scenario.

Interpretation

From the above graph we can interpret that majority of the respondents feels
digital marketing is becoming essential duo in current scenario. Each and every
company follows digital marketing in current scenario, to match the
competition every company should follow digital marketing so its a must in
current scenario.
4.25 Table showing what influences the customers to choose the products from
the stores.

Particulars No of respondents Percentage

Advertisement 40 40%
References 30 30%
Experience 30 30%
Total 100 100%

Analysis

From the above table we can analyse that 40% of the respondents thinks
advertisements influences the customers to choose the products from the stores,
30% of the respondents thinks references influences the customers to choose
the products from the stores, 30% of the respondents thinks experience
influences the customers to choose the products from the stores.
4.25 Graph showing what influences the customers to choose the products from
the stores.

Interpretation

From the above graph we can interpret that advertisements influences the
customers more when compared to references and experience, advertisements
plays a major role in attracting the customers towards the products.
SUMMARY OF FINDINGS

• From the study it is known that traditional marketing is effective on a

average basis and does not attract the costumers as digital marketing does in
big bazaar Bangalore.
• Majority of the respondents feels that digital marketing is highly effective
when compared to that of traditional marketing.
• From the study it is known that getting new products launching information
via digital media is more informative than traditional media.
• Digital media is easy and effective to give feedback about the products/
services.
• Having organised digital media platforms (face book, twitter) raises the
position of the product in the market.
• Majority of the people search internet/online websites to about the desired
new products or services in the market. As digital medias give complete
information about the new products/services.
• Most of the people agree to the fact that they spend more than 4hrs on the
internet every day.
• Most of the people agree to the fact that they spend 0-1/2 hr reading
newspaper, magazines and listening to radio on an average.
• The viewers sometimes click on online ads to read more about the ad when
they feel interest towards it.
• Customers prefer to purchase products online than going to the market place
to purchase the products which are already available online.
• Most of the people normally get information about the products through
social media, online websites and other digital medias.
• Majority of the people notice advertisements through online medias when
compared to all other medias of advertising.
• Most of the people share their shopping experience through social
networking sites and companies website.
• From the study we can know that there is future growth prospect for digital
marketing and digital marketing has great scope.
• From the study its known that big bazaar spends more on digital marketing
compared to traditional marketing.
• The study finds that sometimes the companies faces difficulties in following
digital marketing methods.
• From the study its known that big bazaar is mainly market oriented and not
product oriented, big bazaar mainly focuses on the consumers and the quality
of the products.
• Big bazaar is mainly market oriented and not product oriented, big bazaar
mainly focuses on the consumers and the quality of the products.
• Majority of the respondents feels digital marketing is becoming essential
duo in current scenario.
• From the study its known that advertisements influences the customers more
when compared to references and experience.
CONCLUSION

The study concludes that traditional marketing and digital marketing both plays
a very important role in influencing the consumers. Digital marketing is much
preferred by the companies because in the current scenario digital medias have
a great impact on the people and majority of the people are social media
addicts. Traditional marketing is losing its value and impact on the consumers
day by day but the traditional marketing has still not stoped influencing people.

Several companies apprehend that doing business on the internet is not easy as
it sounds, the power of internet to reach any part of the world holds a terrific
potential for improving international trade and boosting global economy. Has
everything has some or the other draw back it is observed that doing business
on the internet also has certain risks and legal issues associated with it. The
rapid emergence of e-commerce has kept the legal system struggling to keep up
and gasping for breath. In the same way of companies doing e- commerce they
must invent new business procedures and rules, the legal system is trying to
adapt the laws to fit new settings where it is unclear how these laws will be
applicable. With the rapid expansion of internet, e-commerce is playing a major
role in 21st century, the new opportunities are set open they will be accessible
to both large corporations and small companies. The role of government is to
provide a legal frame for e-commerce so that the domestic and international
trade are allowed to expand their business the basic rights such as privacy,
intellectual property prevention of fraud must be given.
SUGGESTIONS

The company should focus on both Traditional and Digital marketing skills
to handle both variants of customer

When the company has made the strategies the gain both the variants of
customer it will be easy for them to gain more number of customers to make a
good number of revenue. Which also helps to retain the loyal customers of the
company.

Promotional offers should be provided to the customers to attract them

more

Customers always tend to change from one brand to another , so when you talk
about big bazaar also they have many competitors in the market so it is easy to
switch for the customers from one brand to another if their is no offers provided
for them when others outlets are providing the offers.

The outlet should be customer centric and customer friendly and their
should be enough employees to ask and resolve the query of customers

When the outlet has enough employees to handle the number of in and out
customers with their queries, even customers will have a good mindset about
the outlet as they are treated in a professional way by the employees of the
company.

Constant Advertisements and Promotions will help them to be sustainable

and effective
Promotional offers will play an important role in promoting the different brands
and advertisements will help in communicating the information faster, the
information might be about the offers provided or it might be about the launch
of new products.

Providing Quality products will always increase the brand name and trust
of the end users

When the products or goods that are sold from the outlet are having the highest
quality, the customers will start gaining more trust towards the outlet and the
becomes loyal towards the company which is always a good sign to make a
good amount of revenue.