ACKNOWLEDGEMENT

This study is important to know the effective marketing strategy which influence
customer to purchase a product of big bazar. To know the marketing promotion
strategy of big bazar, how big bazar establish and maintain its position in retailing
through promotion
EXECUTIVE SUMMARY
Bazaar is largest hyper market chain in India. It is public company. In India the
growth of private labels has been phenomenon and is slowly gaining more store
space. According to a FICCI-Ernst & Young 2007 report, as quoted in The
Marketing White book 2009-10, the retail sector in India was worth $280 billion,
of which organized retail comprised 5% at $14 billion. This study focuses on
Consumer Beliefs, Attitude and motivation towards Private Labels. The study
gives an insight into the different attributes and parameters considered by
consumer for evaluating a in store brand. Consumer beliefs of Private labels across
various categories reflecting on purchasing pattern were also discovered which
emphasized on the key opportunity category for private labels and also addressed
the category on which private labels needed to work upon. To accomplish the task,
a survey was carried in and around Mumbai city (retail outlets) with a sample of 40
respondents taken on a random basis approaching the customers who walked in
retail outlets. A structured questionnaire was prepared and administered and the
data so collected was analyzed both by percentages and statistical methods.
Though, private labels at present constitute about 5% of the organized retail
business, experts feel they can grow up to 30% once retail brands develop in the
country
INTRODUCTION

Indian retail sector is witnessing one of the most hectic marketing activities of all
times. The companies are fighting for mind share and heart share which can finally
be converted to market share. There is always a ‘first mover advantage’ in an
upcoming sector. In India, that advantage goes to “Big Bazaar.” It has brought
about many changes in the buying habits of people. It has created formats which
provide all items under one roof at low rates, or so it claims. In this project, we will
study its marketing strategies. Big Bazaar’s main competitors are other business
houses which are planning to enter the market as well as long established ‘Kirana’
stores which feel threatened by huge retail chains.