A) Executive Summary: Bazaar Mysore Road Bangalore' Helps To Know The Effectiveness of Promotional Strategy

A) 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. 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 and promotional
activities.
Promotion can be loosely classified as "above the line" and "below the line"
promotion. The promotional activities carried out through mass media like television, radio,
newspaper etc. is above the line promotion.
The terms 'below-the-line' promotion or communications refers to forms of non-
media communication, even non-media advertising.
Promotional activities involves various activities such as Advertising, Sales
Promotion such as samples, coupons, cash refund offers, rewards etc and Personal Selling.
The research titled ‘A Study on effectiveness of Promotional Strategy of Big
Bazaar Mysore Road Bangalore’ helps to know the effectiveness of Promotional Strategy
adopted by Big Bazaar in order to attract the customers.
The research was carried out as per the steps of Marketing Research. The objectives
were set for the study. The instrument used for the data collection was questionnaire. The
target respondents were the visitors of BIG BAZAAR, with the sample size of 100. Tables &
charts 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.
The study was aimed at identifying the effect ok Promotional elements such as
Advertisement, sales promotion. It also intended to understand the impact of stores sales
executive of buying behavior of consumers with this aim, the study was conducted using
descriptive research design and that questionnaire prepared and data were collected and was
analysed through percentage tool. The study reveals that most of the respondents are female
and are graduates.
Although, the respondents become aware of Big Bazaar through news paper ads the
ability to recollect the specific ads is less .The impact of Sales Promotion is good.
Institute Of Management Studies, DAVANGERE 1

INDUSTRY PROFILE
Introduction
Retail means selling goods and services in small quantities directly to customers.
Retailing consists of all activities involved in marketing of goods and services directly to
consumer for their personnel family and household use.
The Indian retailing industry is becoming intensely competitive, as more and more
players are serving for the same set of customers. The major retail players are Pantaloon
Retail, Shoppers Stop, Reliance, etc.,
Retailing is one of the biggest sectors and it is witnessing revolution in India. The new
entrant in retailing in India signifies the beginning of retail revolution. India's retail market is
expected to grow tremendously in next few years. According to AT Kearney, The Windows
of Opportunity shows that Retailing in India was at opening stage in 1995 and now it is in
peaking stage in 2008. India's retail market is expected to grow tremendously in next few
years. India shows US$330 billion retail market that is expected to grow 10% a year, with
modern retailing just beginning. India ranks first in 2005.
Sector Details
In India, the most of the retail sector is unorganized. In India, the retail business contributes
around 10 percent of GDP. of this, the organized retail sector accounts only for about 5
percent share, and the expected annual growth rate is 5% per annum and remaining share
is contributed by the unorganized sector. The main challenge facing the organized sector is
the competition from unorganized sector. Unorganized retailing has been there in India for
centuries, theses are named as mom-pop stores.

According to A T Kearney, the organized retailing is expected to be more than $23
billion revenue by 2010.
In organized retailing will grow faster than unorganized sector and the growth speed
will be responsible for its high market share, which is expected to be $ 17 billion by 2010-11.
This organized retail sector mix includes supermarkets, hypermarkets discounted

stores and specialty stores, departmental stores. For example, Spencer network has 69 stores,
which includes seven Spencer hypermarkets, three Spencer super markets and 49 Spencer
Daily’s. Now the company is planning to open 20 stores in 10 cities in six months. The top
10 retailers account only for 2% of total market, today modern retailing is expected to enter a
boom phase, which has major players and these players might capture 10% of total market,
within next five years.
Existing Competition:
The untapped scope of retailing has attracted superstores like Wal-Mart into India,
leaving behind the kiranas that served us for years. Such companies are basically IT based.
The other important participants in the Indian Retail sector are Bata, Big Bazaar, Pantaloons,
Archies, Cafe Coffee Day, landmark, Khadims, Crossword, to name a few.

COMPANY PROFILE
Future Group
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 logistics.

Led by its flagship enterprise, Pantaloon Retail, the group operates over 11 million
suqare feet of retail space in over 63 cities and towns and 65 rural locations across India.
Headquatered in Mumbai (Bombay), Pantaloon Retail employs around 30,000 people and
is listed on the Indian stock exchanges. The company follows a multi-format retail startegy
that captures almost the entire consumption basket of Indian customers. In the lifystyle
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, books and music chain, Depot,
sportswear retailer, Planet Sports, electronics retailer, Ezone, home improvement chain,
Home Town and rural retail chain, Aadhar, among others. It also opeartes popular shopping
portal, futurebazaar.com.
Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple
retail formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered in Mumbai (Bombay), the company operates over 11 million square
feet of retail space, has over 1000 stores across 63 cities in India and employs over 30,000
people.
The company’s leading formats include Pantaloons, a chain of fashion outlets, Big
Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the
look, touch and feel of Indian bazaars with aspects of modern retail like choice,
convenience and quality and Central, a chain of seamless destination malls. Some of its
other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station, all,
Top 10, bazaar and Star and Sitara. The company also operates an online portal,
futurebazaar.com.

Big Bazaar
Big Bazaar, is the chain of retail stores of the big banner Pantaloon Retail (India) Ltd.,
which in turn is a segment of the Kishore Biyani, regulated Future Group of Companies.
Moreover the customer friendly ambiance and the organized retailing of products also makes
Big Bazaar one of the successful retail companies in India.
Big Bazaar: Overview
Big Bazaar, a part of the Pantaloon Group, is a hypermarket offering a huge array of
goods of good quality for all at affordable prices. Big Bazaar with over 50 outlets in different
parts of India, is present in both the metro cities as well as in the small towns.
Big Bazaar has no doubt made a big name in the retail industry of india, moreover
shopping here is further made a memorable experience with the varied rates of discounts on
products as well as discount vouchers available in a variety of amounts, like INR 2000, INR
3000, INR 4000, INR 5000 and INR 10000 on all Big Bazaar products and accessories.
The variety of product range in Big Bazaar :
This large format store comprise of almost everything required by people from
different income groups. It varies from clothing and accessories for all genders like men,
women and children, playthings, stationary and toys, footwear, plastics, home utility
products,cosmetics, crockery,home textiles, luggage gift items, other novelties, and also food
products and grocery.
The added advantage for the customers shopping in Big Bazaar is that there are all
time discounts and promotional offers going on in the Big Bazaar on its salable products.

The significant features of Big Bazaar :
Shopping in the Big Bazaar is a great experience as one can find almost everything under
the same roof. It has different features which caters all the needs of the shoppers. Some of the
significant features of Big Bazaar are:
 The Food Bazaar or the grocery store with the department selling fruits and
vegetables
 There is a zone specially meant for the amusement of the kids
 Furniture Bazaar or a large section dealing with furnitures
 Electronics Bazaar or the section concerned with electronic goods and cellular
phones
 Future Bazaar.com or the online shopping portal which makes shopping easier as
one can shop many products of Big Bazaar at the same price from home
 Well regulated customer care telecalling services
Group Vision
Future Group shall deliver Everything, Everywhere, Everytime for Every Indian
Consumer in the most profitable manner.
Group Mission
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.
 We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses.
 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 our positive attitude, sincerity, humility and united determination
shall be the driving force to make us successful.

BOARD OF DIRECTORS:
Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group
Chief Executive Officer of Future Group..
Mr. Gopikishan Biyani, Wholetime Director
Gopikishan Biyani, is a commerce graduate and has more than twenty years of experience in
the textile business.
Mr. Rakesh Biyani, Wholetime Director
Rakesh Biyani, is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
implementation of the various new retail formats.
Mr. Vijay Kumar Chopra, Director
V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI) by

profession and is a Certified Associate of Indian Institute of Bankers (CAIIB). His banking
career spans over 31 years and he has served senior management positions in Central Bank of
India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SEBI.
Mr. Shailesh Haribhakti, Independent Director
Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified

Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered
Accountants and past president of Indian merchant Chambers. He is on the Board of several
Public Limited Companies, including Indian Petrochemicals Corporation Ltd., Ambuja
Cement Eastern Ltd. etc. He is on the Board of Company since June 1, 1999.

Mr. S Doreswamy, Independent Director
S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and
serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others.
Dr. D O Koshy, Independent Director

D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of
Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and
garment industry and was instrumental in the setting up of NIFT centres in Delhi, Chennai
and Bangalore. He is a renowned consultant specializing in international marketing and
apparel retail management.
Ms. Bala Deshpande, Independent Director

Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the
boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League
Clothing Ltd, among others.
Mr. Anil Harish, Independent Director

Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from
University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd
Bank and Hinduja TMT, among others.

B) General Introduction
Statement of the problem:
‘A Study on effectiveness of Promotional Strategy of Big Bazaar Mysore Road

Bangalore’
As the research topic is the effect of Promotional Strategy of Big Bazaar, the study analyses
the impact of promotional strategies on customers. As Big Bazaar is spending crores of
amount towards it in order to attract the customers and to increase foot falls.
It also facing a stiff competition from various retailers, it is necessary to study the effect of
Promotional Strategy of Big Bazaar.
Big Bazaar uses lot of Promotional strategy and it should evaluate its impact and through
doing research it can decide its future plans for implementing still more Promotional
strategies.

Objectives:
1. To identify the effect of Advertisement on consumer Buying Behavior
2. To measure the effectiveness of Sales Promotional measures of Big Bazaar.
3. To understand the impact of stores Sales Executive on Buying Behavior.
4. To identify overall effect of Promotional Strategies on building the Brand.

Scope:
The scope of the study is quite vast as it covers the customers of Big Bazaar
1. This study helps to know about the awareness of advertisements by the customers
towards Big Bazaar.
2. Advertisement includes in store and out store advertisements provided by the Big
Bazaar.
3. Promotional Strategy involves many aspects such as advertising, sales Promotion,
personnel selling, public Relation and direct Marketing. But this research work is
mainly focused on 3 aspects like advertising, sales promotion and personnel selling.
4. The study was mainly conducted within the limit of the Mysore Road Big Bazaar

METHODOLOGY
Research design:
Descriptive: i.e describing the present situation of the company, by collecting data from
different sources.
Sampling design:
Sampling unit- Customers who visits Big Bazaar,

And also outsiders.
Sampling techniques- Convenience Sampling-To do survey

samples are chosen randomly according to convenience.
Sample Size- 100-who visited Big Bazaar.
Sources of data collection:

There are two types of data collection methods that are being used in this research:
A. Primary data
B. Secondary data
Collection of primary data:
Primary data is that type of data which includes the first hand information which is
being collected from the respondents through observation or through direct communication
with respondents in one form or another or through personal interviews.
In this research personal interviews were conducted to get primary data.

Collection of secondary data
Secondary data means data that are already available that is the data which
have already been collected and analyzed by someone else. When the researcher utilizes the
secondary data, then he has to look into various sources from where he can obtain them. In
this case he is certainly not confronted with the problems that are usually associated with the
collection of the original data. Secondary data may either be published data or unpublished
data.
Method Of data collection:
Data is collected by conducting interview to the customers. Questionnaires were given to

customers and administered through interview process.
Analysis and Interpretation
The various statistical tools were used to analyze the data of which percentage
analysis and opinion test were done for the customer. Pictorial representation like graphs and
charts helps to interpret the data.
Software used: MS- excel has been used for the purpose of analyzing the data.

Limitations:
• In spite of having so many customers of BIG BAZAAR., we have been able to

attain a few of them. It affects our study to some extent.
• The respondent may skip some questions. Also they may not respond to every
question correctly.
• The important constrain is the time limit. Since the study had to be conducted in a
short span of time, the accuracy may be affected.
• The research is limited to only one store.

C) Data analysis and Interpretation:
Table-1: Table showing the age wise classification of respondents.
Sl.No Particulars Number of Percentage of

Respondents Respondents
1 Less than 20 20 20
2 21-30 40 40
3 31-40 20 20
4 Above 40 20 20
5 Total 100 100
Interpretation:
From the above table it is clear that 40% of the respondents are in the age group of
21-30 and 20% are in the age group of 31-40 and above 40.
Diagram showing the age wise classification of respondents.
20% 20%
Less than 20
21-30
31-40
20% Above 40
40%

Table-2: Table showing Sex wise classification of respondents.
Sl.No Particulars Number of Percentage Of

1 Male 45 45
2 Female 55 55
3 Total 100 100
Interpretation:
From the above table 55% of the respondents are female and 45% are male.
Diagram showing Sex wise classification of respondents.
45% Male
55% Female

Table-3: Table showing classification of respondents based on Marital Status

Respondents Respondence
1 Married 70 70
2 Unmarried 30 30
3 Total 100 100
Interpretation:
From the above table it is clear that 70% of the respondents are married, and 30% are
unmarried.
Diagram showing classification of respondents based on Marital Status
80
60
% Of
40 70 Respondence
20 30
0
Married Unmarried

Table-4: Table showing the classification of respondents based on Education.

1 SSLC 12 12
2 PUC 28 28
3 Graduate 35 35
4 Post Graduate 25 25
5 Total 100 100
Interpretation:
From the above table it is clear that 35% of the respondents are Graduates, 28% are
PUC and 25% are Post Graduates.
Diagram showing classification of respondents based on Education.
35
30
25
20
35
15 28
25
10
12
5
0
SSLC PUC Graduate Post
Graduate

Table-5: Table showing classification of respondents based on Occupation.

1 Professional 32 32
2 Student 15 15
3 Self employed 28 28
4 Others 25 25
5 Total 100 100
Interpretation:
From the above table it is clear that 32% of the respondents are Profestional and 28%
are Self employed.
Diagram showing classification of respondents based on Occupation.
25%
32% Professional
Student
Self employed
Others
28% 15%

Table-6: Table showing the Source of Awareness of Big Bazaar

1 News paper 75 75
2 Television 10 10
3 Radio 05 05
4 Others 10 10
5 Total 100 100
Interpretation:
From the above table it is clear that for 75% of the respondent’s News Paper is
the Source of Awareness and for 10% of respondents Television is the source of
awareness.
Diagram showing the Source of Awareness of Big Bazaar
75
80
70
60
50
40
30
20 10 10
5
10
0
News Television Radio Others
paper
Table-7: Table showing classification of respondents based on that they can

Remember any of the Big Bazaar advertisement.

1 Yes 35 35
2 No 65 65
3 Total 100 100
Interpretation:
From the above table it is clear that 35% of the respondents are able to
recollect as they have seen the advertisement of Big Bazaar.
Diagram showing classification of respondents based on that they can

remember any of the Big Bazaar advertisement.
35%
Yes
No
65%
Table-8: Table showing opinion of respondents regarding Big Bazaar Advertisement.

1 Impressive 59 59
2 Entertainment 21 21
3 Interactive 18 18
4 Not appealing 02 02
5 Total 100 100
Interpretation:
From the above table it is clear that 59% of the respondents is impressive,21% saying
that advertisement is entertainment and 18% of the respondents saying that it
isinteractive.
Diagram showing opinion of respondents regarding Big Bazaar Advertisement.
Table-9: Table showing customer knowledge towards the promotions offered at Big

Bazaar.
Sl No. Paticulars Number of Percentage of

1 Free gift 28 28
2 Coupons 12 12
3 Price-off 50 50
4 Others 10 10
5 Total 100 100
Interpretation:
From the above table it is clear that 50% of the respondents have the knowledge about
price-off at big bazaar,. And about 28% of the respondents have the knowledge about free
gifts followed by 12% are having the knowledge about coupons.
Diagram showing customer knowledge towards the promotions offered at Big

Bazaar.

Table-10: Table showing the Purchasing at Big Bazaar is mainly because of its
following characteristics

1 Pricing 15 15
2 Availability 53 53
3 Brand name 08 08
4 Quality 24 24
5 Total 100 100
Interpretation:
From the above table it is clear that 53% of the respondents purchase at big
bazaar because of its low pricing,. And about 24% of the respondents purchase at big bazaar
because of its quality followed by 15% of the respondents purchase at big bazaar because of
its pricing and 8%because of its Brand name.
Diagram showing the Purchasing at Big Bazaar is mainly because of its following
characteristics

Table-11: Table showing customer perception of product variety at Big Bazaar
Sl.No Particulars Number of Percentage of

Respondents respondents
1 Very Good 59 59
2 Average 36 36
3 Not Good 05 05
4 Total 100 100
Interpretation:
From the above table it is clear that only 5% of the respondents feel that the varity of the
products offered at the store is not good, which is negligible. And about 59% of the
respondents saying that that the variety of products offered are avery good followed by 36%
are expressing the variety of the products is average.
Diagram showing the classification of respondents based on that they have any Idea
about Sales Promotional programme of Big Bazaar.

Table-12: Table showing customer perception towards quality of the products offered
at Big Bazaar

1 Good 49 49
2 Average 49 49
3 Poor 02 02
4 Total 100 100
Interpretation:
From the above table it is clear that only 2% of the respondents feel that the quality of
the products offered at the store is poor, which is negligible. And about 49% of the
respondents saying that that the quality of products offered are average followed by 49% of
are expressing the quality of the products is good.
Diagram showing customer perception towards quality of the products offered at Big
Bazaar

Table-13: Table showing whether customer will make purchase at Big Bazaar if other
Brand offering at same quantity and price.

1 Yes 80 80
2 No 20 20
3 Total 100 100
Interpretation:
From the above table it is clear that 80% of respondents will make purchase at Big
Bazaar if other Brand offering at same quantity and price.
Diagram showing whether customer will make purchase at Big Bazaar if other
Brand offering at same quantity and price.

Table-14: Table showing the Reasons for which the customers shop at Big Bazaar.
Sl.No Reasons for customers to shop at Number of Percentage Of

Big Bazaar Respondents Respondents
1 Good Ambience 05 05
2 It is one stop shop 26 26
3 Easy accessibility of stores 07 07
4 Reasonable prices 40 40
5 Good quality of products 07 07
6 Good shopping experience 15 15
7 Total 100 100
Interpretation:
From the above table it is clear that out of 100 respondents 40% of the respondents
buy due to its reasonable prices.And about 26%of the respondents which is second most shop
because the store is one stop shop and 15% of the respondents shop due to the good shopping
experience at the store,7% of the respondents shop due to the good quality of the products
and 5% of the customers because of good ambience at the store.
Diagram showing the Reasons for which the customers shop at Big Bazaar.

Table-15: Table showing the satisfaction level of the respondents towards shopping
Experience at Big Bazaar.

1 Highly Satisfied 13 13
2 Satisfied 75 75
3 Neither Satisfied Nor Dissatisfied 12 12
4 Dissatisfied 0 0
5 Highly Dissatisfied 0 0
6 Total 100 100
Interpretation:
More than half of the respondents feel that the shopping experience at the Big Bazaar
is very much satisfied and its about 75% followed by 13% of the respondents feel that the
experience of shopping is highly satisfied and 12% of the respondents it is neither satisfied
nor dissatisfied.
Diagram showing the satisfaction level of the respondents towards shopping

Experience at Big Bazaar.

Table-16: Table showing the respondents opinion about Stores sales executives.

1 Receptive to queries 10 10
2 Helpful 10 10
3 Pleasing 5 5
4 Highly cooperative 10 10
5 Attentive 15 15
6 Informative 15 15
7 Service delivery 20 20
8 Customer friendly 15 15
9 Total 100 100
Interpretation:
From the above table it is clear that for 20% of respondents sales executives service
delivery was good, for 15% their attention and informative are satisfactory, for 10% they are
helpful.
Diagram showing the respondents opinion about Stores sales executives.

Table-17: Table showing classification of respondents based on their opinion
About Promotional Strategy of Big Bazaar.

1 Increases Awareness 20 20
2 Enhances the brand Image 14 14
3 Helps to take decision 50 50
4 Convinces to make a trial 11 11
5 Convinced to become regular 5 5
shoppers
6 Total 100 100
Interpretation:
From the above table out of 100 respondents for 50% of respondents the sales
promotion programmes helps them to take decisions, for 20% of respondents it increases
awareness.
Diagram showing classification of respondents based on their opinion About

Promotional Strategy of Big Bazaar.
d)Findings and Suggestions

FINDINGS
 Most (40% ) of the respondents are in the age group of 21-30.

 Most (55% )of the respondents are female.
 Most (70% )of the respondents are married.
 Most (35% )of the respondents are graduates.
 Most (32% )of the respondents are professionals.
 Most (65% )of the respondents are reside within 1km from Big Bazaar.
 News Paper is the source of awareness for 75% of the respondents.
 Most (65% )of the respondents claimed that they have not seen the ads of Big Bazaar.
 Most(70% )of the respondents claimed that they have seen the ads in News paper.
 Most (70% )of the respondents claimed that they have seen the ads in News paper that
to in Times of India.
 Most (80%) of the respondents can recall only little part of the advertisement.
 Most (84% )of the respondents have an idea about sales promotion programme of Big
Bazaar.
 Most(50% )of the respondents are claim that they can remember buy 1 get 1 free
Offer provided by Big Bazaar.
 Most (95% ) of the respondents claim that they take part in sales promotion
programme.
 Most (87% )of the respondents are satisfied with the sales promotion programme of
Big Bazaar.
 For 26% of respondents stores sales executives are friendly.

SUGGESTIONS
 Advertisement and promotional strategies should be properly planned. Advertisement

is an activity that influences all sorts of people, literate and illiterate, young and aged.
Hence it should develop in a way that it will turn itself in to a proper channel of
communication.
 As News paper is the major source of awareness,so big Bazaar can still enhance its
Advertsing campaign through news paper and also it can go for advertising in other
news paers like DNA. Prajavaani.
 The frequency of display of ads in television is very low so it should increase its
frequency of display.
 As Big Bazaar is famous for low prise sale it can still enhance its offers, discounts in
order to attract all kinds of customer.
 Pamphlets and brochures should be more informative.
 After brand image, the purchases decisions of the customers are influenced by the
promotional schemes to capture the maximum sales.
 Road shows and campaign to be organized to bring more awareness among

consumers.

D )Conclusion
Big Bazaar is spending crores of rupees for the Promotional Strategy and this research
is focused to know the effectiveness of Promotional strategy towards Big Bazaar.
Customers responded positively to the promotions offered at the store, with the sales
during the weekends and festive seasons picking nicely. The quality of the products offered
at the store was also very well accepted by the customers.
Reasonable price of the products at the store was the driving factor for the customers
to shop at the store.
After defining the statement of the problem suitable objectives were set.
The survey found that newspaper and TV advertisements reach the target customers
more easily than any other promotion.
From the research it can be concluded that the Promotional Strategy adopted by Big
Bazaar enhances the buying behavior of the customer.
Although Promotional Strategy helps customer to take purchase decision and it

increased awareness among customer, it lacks in building brand image for Big Bazaar.
Therefore, Building brand is Questionable, it involves further research.

E) ANNEXURE
QUESTIONNAIRE
Sir/Madam
I am Raghu.G, MBA IV Sem, student of Institute of Management Studies,
Davangere. I have taken up a Project entitled “Effectiveness of promotional strategy of
BIG BAZAAR” I kindly request for your interest, honesty and attention while responding
the questionnaire.
Yours faithfully
Thanking you Raghu.G
Name of the respondent:………………………………………
1) Age:
a) Less than 20 b) 21-30
c) 31-40 d) Above 40
2) Sex:
Male Female
3) Marital Status:
Married Unmarried
4) Education:
a) S S L C b) P U C
c) Graduate d) Post Graduate
5) Occupation:
a) Professional b) Student
c) Self Employed d) Others

6) Through which source you come to know about big bazaar:
a) News paper b) Television
c) Radio d) Others
7) Do you remember any of Big Bazaar Advertisement?
a) Yes b) No
8) Opinion regarding Big Bazaar advertisement:
a) Impressive b) Entertainment
c) Interactive d) Not appealing
9) Do you know any of the following sales promotional programmes of Big Bazaar?
a) Free gift b) Coupons
c) Price-off d) others (Specify)…………….
10) Purchasing at Big Bazaar is mainly because of its:
a) Pricing b) Availability
c) Brand name d) Quality
11) The product variety at Big Bazaar is:
a) Good b) Very good
c) Average d) Not good
12) The quality of the products offered at Big Bazaar is:

a) Good b) Very good
c) Average d) Not good

13) If the same quantity and price are offered by other Brand do you still make
purchase in Big Bazaar?
a) Yes b) No
14) Rank the following with a scale of 1to 6 .why do you shop at Big Bazaar because
of (1 is highest and 6 is lowest)
a) Good ambience
b) It is one stop shop
c) Easy accessibility of stores
d) Reasonable prices
e) Good quality of products
f) Good shopping experience provided
15) What is your opinion about Sales Promotion programme?
a) Satisfied b) Highly satisfied
c) Dissatisfied d) Highly dissatisfied
e) Neither satisfied nor dissatisfied
16) What is your opinion about the Store Sales Executive please indicate your opinion
on the following factors.
Factors Yes No
1)Receptive to the Queries
2)Helpful
3)Pleasing
4)Highly Cooperative
5)Attentive
6)Informative
7)Service Delivery
8)Customer Friendly

17) What is your opinion about the Promotional Strategies adopted by
Big Bazaar?
a) Increased Awareness
b) Enhanced Brand Image of Big Bazaar
c) Provided useful information to take Decision
d) Convinced to make a trial
e) Convinced you to become regular shoppers
18) Your suggestion for Big Bazaar:
…………………………………………………………………
………………………………………………………………..
…………………………………………………………………
Signature of Respondent

F) BIBLIOGRAPHY
BOOKS
1. ‘MARKETING MANAGEMENT’ - By Philip Kotler
2. ‘CONSUMER BEHAVIOUR’ - By Suja R. Nair
3. ‘MARKETING & SALES MANAGEMENT’ -By Acharya &

Govekar
WEBSITE
 www.pantaloon.com
 www.retailindustry .com
 www.bigbazaarindia.com

A) Executive Summary: Bazaar Mysore Road Bangalore' Helps To Know The Effectiveness of Promotional Strategy

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A) Executive Summary: Bazaar Mysore Road Bangalore' Helps To Know The Effectiveness of Promotional Strategy

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A) Executive summary

Institute Of Management Studies, DAVANGERE 1

Institute Of Management Studies, DAVANGERE 2

This organized retail sector mix includes supermarkets, hypermarkets discounted

Institute Of Management Studies, DAVANGERE 3

Institute Of Management Studies, DAVANGERE 4

Institute Of Management Studies, DAVANGERE 5

Big Bazaar: Overview

The variety of product range in Big Bazaar :

Institute Of Management Studies, DAVANGERE 6

Institute Of Management Studies, DAVANGERE 7

Mr. Kishore Biyani, Managing Director

V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI) by

Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified

Institute Of Management Studies, DAVANGERE 8

Dr. D O Koshy, Independent Director

Ms. Bala Deshpande, Independent Director

Mr. Anil Harish, Independent Director

Institute Of Management Studies, DAVANGERE 9

Statement of the problem:

‘A Study on effectiveness of Promotional Strategy of Big Bazaar Mysore Road

Institute Of Management Studies, DAVANGERE 10

1. To identify the effect of Advertisement on consumer Buying Behavior

2. To measure the effectiveness of Sales Promotional measures of Big Bazaar.

3. To understand the impact of stores Sales Executive on Buying Behavior.

4. To identify overall effect of Promotional Strategies on building the Brand.

Institute Of Management Studies, DAVANGERE 11

Institute Of Management Studies, DAVANGERE 12

Sampling unit- Customers who visits Big Bazaar,

Sampling techniques- Convenience Sampling-To do survey

Sample Size- 100-who visited Big Bazaar.

Sources of data collection:

Collection of primary data:

In this research personal interviews were conducted to get primary data.

Institute Of Management Studies, DAVANGERE 13

Method Of data collection:

Data is collected by conducting interview to the customers. Questionnaires were given to

Analysis and Interpretation

Institute Of Management Studies, DAVANGERE 14

• In spite of having so many customers of BIG BAZAAR., we have been able to

• The research is limited to only one store.

Institute Of Management Studies, DAVANGERE 15

Table-1: Table showing the age wise classification of respondents.

Sl.No Particulars Number of Percentage of

Diagram showing the age wise classification of respondents.

Institute Of Management Studies, DAVANGERE 16

Sl.No Particulars Number of Percentage Of

Diagram showing Sex wise classification of respondents.

Institute Of Management Studies, DAVANGERE 17

Sl.No Particulars Number of Percentage Of

Diagram showing classification of respondents based on Marital Status

Institute Of Management Studies, DAVANGERE 18

Sl.No Particulars Number of Percentage Of

Diagram showing classification of respondents based on Education.

Institute Of Management Studies, DAVANGERE 19

Sl.No Particulars Number of Percentage Of

Diagram showing classification of respondents based on Occupation.

Institute Of Management Studies, DAVANGERE 20

Sl.No Particulars Number of Percentage Of

Diagram showing the Source of Awareness of Big Bazaar

Table-7: Table showing classification of respondents based on that they can

Institute Of Management Studies, DAVANGERE 21

Sl.No Particulars Number of Percentage Of