A Study on the effective

promotional strategy influences

customer for the product of Big
Bazaar and D-Mart
By Manish Tyagi
EXECUTIVE SUMMARY
  Indian retail sector is witnessing one of the most
hectic Marketing activities of all times.  The
companies are fighting to win the hearts of
customer who is ‘God’ said by the business
tycoons. There is always a ‘first mover advantage’
in an upcoming sector. Here, that advantage goes
to “BIG BAZAAR & D-Mart”. It has brought about
many changes in the buying habits of people. It has
created formats, which provides all items under one
roof at low rates, or so it claims! In this project, we
have studied its marketing strategies and
promotional activities.
INTRODUCTION
As a part of our study of MBA programme, we
are given capstone project work to develop our
analytical faculties as professional students. In
relation to the aforementioned objective the
project undertaken by us covers marketing
analysis of national. The study converges on
two major giants in global market:
1. Big Bazaar
2. D-Mart
INTRODUCTION TO THE TOPIC:

 Big Bazaar Store

Pantaloon Retail (India) Limited, is India's leading retail company with
presence across multiple lines of businesses. The company owns and
manages multiple retail formats that cater to a wide cross-section of the
Indian society and is able to capture almost the entire consumption basket of
the Indian consumer. Headquartered in Mumbai (Bombay), the company
operates through 5 million square feet of retail space, has over 331 stores
across 40 cities in India and employs over 17,000 people. The company
registered a turnover of Rest 2,019 corer for FY 2010-11. It owns and
operates multiple retail formats including Pantaloons, Big Bazaar, Food
Bazaar, Central, E-Zone, Fashion Station, Depot and many others.
 D MART

D-Mart offer products to satisfy the entire family’s needs. Merchandise

offered at D-Mart is always at lower prices. Stores are designed with
customer convenience in mind. D-Mart respects your intelligence by offering
a wide choice of brand and pack sizes, couple with easy-to-understand
communications and information
LITRATURE REVIEW
(Doyle& Fenwick 1974; Jain & Etgar 1976: King & Ring 1980; Chowdhury et al
1998), withsome research efforts having attempted to explore the evolution of
store image formation(Mazursky and Jacoby 1986); and others seeking to
conduct a meta-analysis of retail patronage studies (Pan & Zinkhan 2006).
However, the existing literature did not retail image. Consumers’ perception of
store image is based, in part, on functional qualities that the store may possess,
and by other, less tangible or psychological attributes (Lindquist 1974).
Lindquist analyzed over 20 studies dealing with store image formation and
identified 35 different aspects that in reveal any prior studies where clustering
techniques had been used to study consumers’ perceptions of stofluence store
image formation. These were grouped into nine broad categories, including:
merchandise, service, clientele, physical facilities, convenience, promotion,
store atmosphere, institutional attributes, and post-transaction satisfaction.
Mazursky and Jacoby (1986) conducted a similar analysis and verified that
“merchandise related aspects” (such as quality, pricing and assortment), and
“service related aspects” (such as quality in general and salesperson’s service)
are among the most important components of store image.
Research Methodology

RESEARCH OBJECTIVE
 To scan customer buying behavior.
 To know the promotional strategy of Big Bazar D-Mart.
 To know the relation between promotional strategy and buying decision.
 To comprehend the determinants of customer satisfaction.
 To know about the growth prospective with respect to demand analysis.
 To analyse product mix.
 How Big Bazaar and dmart Establish and maintain the in retailing through

promotion
Data Collections Methods:
 Primary data - Field Survey
 Secondary data - Big Bazaar records, D-Mart records,Book ,Company

Websites
 Area of research: - Ahmedabad, himalya mall ,Sabarmati area
 Research approach: - Survey method
Sampling Method
Sample size : 120 respondents

Sampling Method : Random Convenience sampling

Sample Unit : Customer of Big bazaar & D-Mart

Measuring Tools : Questionnaire

Analysis and interpretation
SWOT ANALYSIS
 Strengths:

 High brand equity enjoyed by Big Bazaar

 State of the art infrastructure

 A vast variety of stuff available under one roof
 Everyday low prices, which attract customers
 Maximum percent of footfalls converted in 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 sq ft
 General perception: ‘Low price = Low quality’
 Overcrowded during offers
 Long lines at billing counters which are time consuming
 Limited only to value offering low price products. A no of branded products are still missing

from Big Bazaar’s line of products. E.g. Jockey, Van heusen,

Continued…
 Opportunity:
 A lot of scope in Indian organized retail as it stands 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 Shoprite,

Reliance (Fresh and trends), Hypercity and D mart.

 Unorganized retail also appears to be a threat to Big Bazaar’s

business. A large population still prefers to visit local convenient

stores for daily purchases
 Changing Government policies
 International players looking to foray India
Data analysis
 Store’s advertisement

Store No. %

Big-Bazaar 74 61.67 Store’s advertisement

D-Mart 46 38.33
38.33 Big-Bazaar
Total 120 100 D-Mart
61.67

 ANALYSIS:
 From the survey, from 120 respondents, gave response for more powerful advertise to Big-
Bazaar is 61.67% & D-Mart is 38.33%.
 
INTRPRETATION:
 Majority of the customers are give response for most powerful advertisement is Big-Bazaar. We

can also interpret that the big-bazaar comparison is more powerful people attract with
advertisement like T.V., Hoarding, newspaper, is most of the part of purchasing by
advertisement.
FINDINGS
 Most of the customers buy their requirement in Big Bazaar & d-
mart on the basis of Weekly and monthly basis. Customers
realized that Big Bazaar & d- mart stores provide qualitative
products/service with reasonable price.
 At present time Big Bazaar & d-mart provide different types of
product assortments to the customers.
 Big Bazaar and d-mart mainly deal with middle income group
people who want qualitative product with reasonable cost.
 There are more than 50 big bazaars in different cities of India,
it seems that there is a vast growth of big bazaar lying as
customers demand is increasing for big bazaars.
SUGGESTIONS
 Big bazaar and d-mart should provide large
parking space for its customers so that they
can easily park their vehicles.
 The infrastructure is needed to be changed a

bit during weekends as heavy crowd comes in

to big bazaar and d-mart during those days.
 Big bazaar and d-mart should include more

of branded products its product category so

as to attract the brand choosy people to come
in to big bazaar.
CONCLUSION
Big Bazaar & D-Mart are a major shopping complex
for today’s customers. It is a place where customers
find variety of products at a reasonable price. Big
Bazaar & D-Mart has a good reputation of itself in the
market. It has positioned itself in the market as a
discounted store. It holds a huge customer base. The
majority of customers belong to middle class family.
The youth generation also likes shopping and moving
around Big Bazaar & D-Mart. Volume sales always take
place in Big Bazaar & D-Mart. Impulse buying behavior
of customers comes in to play most of the times in Big
Bazaar & D-Mart.