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TOPIC- A study on the effectiveness of promotional strategy which influences customers to purchase a product of Big Bazar

Mohammed. Adil
MBA 2nd Year
ROLL N0 1400122060

UNIVERSITY GUIDE:
Dr. Zahid Raza Khan
Mr. Abhineet Kumar
Assistant Professor
Sr. HR Executive

INSTITUTE GUIDE:

Type
Founded
Headquarters
India
Industry
Products
Owner
Parent
Slogan
Website

Public company
2001
Mumbai, Maharashtra,
Retailing
Hypermarket
Kishore Biyani
Future Group
Making India beautiful
www.bigbazaar.com

Big Bazaar is the largest hypermarket chain in India. As of June 2,


2012 there are 214 stores across 90 cities and towns in India covering
around 16 million sq.ft. of retail space. Big Bazaar is designed as an
agglomeration of bazaars or Indian markets with clusters offering a
wide range of merchandise including fashion and apparels, food
products, general merchandise, furniture, electronics, books, fast food
and leisure and entertainment sections.

Big Bazaar stores are aimed at providing a local marketplace feel to the
shoppers. They offer a wide variety of household items including retail
apparels, food products, general merchandise, furniture, electronics, books, fast
food, etc. Several stores also have leisure and entertainment sections. The
hypermarket chain crossed the 100 store mark in 2008.
Future Group also owns Central Hypermarket, Brand Factory, Pantaloons,
eZONE, HomeTown, futurebazaar.com, and KB's Fair Price, apart from Big
Bazaar.

Vision
To Deliver Everything, Everywhere, Every
time, to Every Indian Customer in the most
profitable manner.
One of the core values at Future Group is,
India ness and its corporate credo is
Rewrite rules, Retain
values.
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

Indianness : confidence in ourselves.

Core Values

Leadership: to be a leader, both in thought and


business.
Respect & Humility: to respect every individual and
be humble in our conduct.
Introspection: leading to purposeful thinking.
Openness: to be open and receptive to new ideas,
knowledge and information.
Valuing and Nurturing Relationships: to build long
term relationships.
Simplicity & Positivity: Simplicity and Positivity in
our thought, business and work.

Awards and
Most
Admired Retailer of the year: Hypermarket - Big
Recognition
Bazaar-2008
Indian Retail Forum Awards 2009
The INDIASTAR Award 2009
Retail Asia Pacific 500 Top Awards 2010
Coca-Cola Golden Spoon Awards 2011
The Reid & Taylor Awards For Retail Excellence 2012
Platinum Trusted Brand Award Images Retail Award
2012,13

Man Behind Big


Bazaar
Kishore Biyani is the Managing
Director of Pantaloon Retail (India)
Limited and Group Chief Executive
Officer of Future Group.
He was born in August 1961.
Kishore founded Pantaloons in 1997
onsiders Indianness as the core
value driving the group
Mr. Kishore has won following
awards and honors:
2006 Ernst & Young Entrepreneur
of the Year award.

Kishore Biyani

Board Of Directors

Managing Director
Mr. Kishore Biyani

Wholetime Director

Mr. Rakesh Biyani

Director
Mr. Shailesh
Haribakti

Shampoo
Detergent
Soap
Liquid Wash
Creams
Deodrant
Home cleaners
Utensils
Crokery
Bundles

CHILL STATIONS

Ready
Ready to
to eat
eat
Ready
Ready to
to
cook
cook
Spices
Spices
Staples
Staples
International
International
foods
foods
Tea
Tea &
& Cofee
Cofee

HOME & PERSONAL CARE

Formal
Formal wear
wear
Casual
wear
Casual wear
Night
Night wear
wear
T-shirt
T-shirt
Jeans
Jeans
Sarees
Sarees
Dress
Dress
materials
materials
Ethnic
Ethnic wears
wears
Party
wears
Party wears

FOOD

APPARELS

Products

Soft drink
Packaged
juice
Milk Items
Frozen
foods
Ice creams

Living Room
Bed Room
Kitchen
Dinning
Rooms
Kids Room
Been Bags
Paintings
Decorative
Items

OTHERS SERVICES

Footwear
Footwear
Bazaar
Bazaar
Beauty
Beauty Care
Care
Navara
Navara
Star
Star Parivar
Parivar
Meena
Meena
Bindre
Bindre

FURNITURE BAZAAR

FASHION & JEWELLERY

ELECTRONICS BAZAAR

Television
Television
sets
sets
Washing
Washing
Machines
Machines
Refrigerator
Refrigerator
Personal
Personal
Care
Care
mBazaar
mBazaar
Microwaves
Microwaves
Small
Small
Appliances
Appliances
Laptops
Laptops
Computer
Computer
Accessories
Accessories
Kitchen
Kitchen
Appliances
Appliances

Mr.
Mr. right
right
Bakery
Bakery
Loot
Loot Mart
Mart
Tulsi
Tulsi
Future
Future
Money
Money
Future
Future
Generally
Generally

Detailed Profile of the Company


Imparting Training (Lucknow Branch)
Branch Head

Mr. Arif Ali

Total Employees

250

Address -

Shalimar Eldee Plaza, Faizabad Road,


Lucknow
U.P (226001)

Phone no

9889012345

Website

www.bigbazaar.com

Objectives:

To identify the competitor of big bazaar.

To know the promotional strategy of Big Bazar.

To know the relationship between promotional strategy and buying


decision.

To analyse the customer preferences towards the Big Bazaar.

To study the satisfaction level of customers in different attributes of


Big Bazaar.

Research Methodology

Research design

- Convenience Random Sampling

Type of data

- Primary Data and Secondary Data

Sources

- Questionnaire and records and records


of Big Bazaar

Sample size

- 100

Sample Unit

- Customers of Big Bazaar

DATA ANALYSIS
&
INTERPRETATIOn

1) Which store comes first in your mind


when you think of purchasing a product?

77%
80%
70%
60%
50%
40%
30%
15%

20%

8%

10%
0%

Big Bazaar

Vishal Mega Mart

Other Retailer

2) From which source did you come to


know about Big Bazaar outlet?
34%
35%

31%

30%
25%

23%

20%
12%

15%
10%
5%
0%

T.V. Advertisement

Hoardings

Newspapers

Buspaintings

3) Are you aware of the promotional offers


conducted by Big Bazaar?
Awareness

13%

87%

Yes

No

4th Qtr

4) Please choose the factor which attracted


you most at the Big Bazaar?

60%
51%
50%
40%
30%

23%
17%

20%
9%
10%
0%

Offer

Service

Quality

Availability of products

5) Which of the following factors


influence in your purchase decision?

45%

43%

40%
35%
30%

25%
21%

25%
20%
11%

15%
10%
5%
0%

Offer

Service

Quality

Effective Advertisement

6) Do you think promotional activity of


Big Bazaar gives you clear message?
Clear message of promotional activity
22%

78%

Yes

No

7) Will you advise anybody to visit Big


Bazaar in your future shopping?
Advise anybody to visit Big Bazaar
98%
100%
80%
60%
40%
2%

20%
0%

Yes

No
Advise anybody to visit Big Bazaar

8) Looking at the promotions of Big Bazaar,


does your purchase pattern changes?

90%

83%

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

17%

20%
10%
0%

Yes

No

9) Would you like to make your purchase


under unexpected offers?

94%
100%
90%
80%
70%
60%
50%
40%
30%
20%

6%

10%
0%

Yes

No

Findings

The brand is well positioned in the minds of the customers.

The customers get aware of the offers mostly through hoardings and T.V.
advertisement.

Most of the people are aware of the promotional activities of Big Bazaar.

Most of the people are attracted only because of the offers being given by the
Big Bazaar and also because of the availability of quality products.

Most of the people think that promotional activities of Big Bazaar gives clear
message.

Most of them advise people to visit Big Bazaar in their future shopping.

Most the people said that promotional activities of Big Bazaar changed their
purchase pattern.

94% of the people said that they buy products under unexpected offers.

Big Bazaar should keep offers at regular intervals so that there


should not be a long term gap, because offer is the most
influencing factor which is responsible for customer purchase
decision.

Also they should concentrate on T.V. advertisement to show


ads and promotional offers in a regular interval in three
languages like kannada, Hindi and English.

CONCLUSION
Indian retail sector is witnessing one of the most hectic marketing activities of all
times. The companies are fighting to win the hearts of the customers 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 of the people. It has created formats, which provides all items
under one roof at low rates.
The Consumers preferences are changing and they are moving from Traditional
Kirana stores to Modern Retail Outlets to attract the customers towards them from
that of competitors. To attract more customers companies have to carry out the
promotional activity in the unique way. Big Bazaar has maintained that uniqueness
and has succeeded in attracting customers.
As the competition is becoming stiff in the market, the activities conducted by the
company are unique, that have brought fruitful result to the company. Among them
sales promotion is one of the leading activity or unique among all other activities and
has high influence on the customer walk-in.

LIMITATIONS

The study was restricted to only customers of Big Bazaar, Shalimar Eldee
Plaza, Lucknow.

The time constraint was a limiting factor, as more of time was required to
carry out other aspects of the topic.

Due to fast pace of life, some customers were not able to do justification to
the questionnaire.

Personal bias might have come while answer the questionnaire.

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