Internship Report On “THE EFFECTIVE PROMOTIONAL ...

Internship Report On

“THE EFFECTIVE PROMOTIONAL STRATEGIES INFLUENCING CUSTOMERS

FOR THE PRODUCTS OF BIGBAZAAR, KASARAGOD”

By

AHAMMAD SHANFAR P H

(1NH14MBA02)

Submitted to

VISVESVARAYA TECHNOLOGICAL UNIVERSITY, BELGAUM

In partial fulfillment of the requirements for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

Under the guidance of

DEPARTMENT OF MANAGEMENT STUDIES

NEW HORIZON COLLEGE OF ENGINEERING,

OUTER RING ROAD, MARATHALLI,

BANGALORE 2014 - 2016

INTERNAL GUIDE

SOUMI

PROFFESOR, DEPARTMENT

OF MANAGEMENT

NHCE, BANGALORE

EXTERNAL GUIDE

RAJIN RAJ M

EXCECUTIVE PEOPLE

OFFICEER

BIGBAZAAR, KASARAGOD

ACKNOWLEDGEMENT

At the completion of the project work, it is my duty to thank all those who have made this

completion possible.

First and foremost i am deeply indebted to Director of New Horizon College of Engineering

Dr. Mohan Maghani and Principal Dr. Manjunatha for providing me the opportunity to

embark on this project.

I am also grateful to Dr. SheelanMisra, Professor & HOD, NEW HORIZON COLLEGE OF

ENGINEERING for all her guidance and support.

I wish to express my sincere gratitude to Mr. Rajin Raj M, executive people officer Big

Bazaar, Kasaragod for providing me an opportunity to do my internship and project work in

“BIGBAZAAR, KASARAGOD”.

It is my duty to express my deep sense of gratitude and pay my genuine sincere thanks to

Prof. KERENANAD, NEW HORIZON COLLEGE OF ENGINEERING for acting as my

guide in this research and for his valuable guidance and encouragement rendered throughout

my project.

I also wish to express my gratitude to the officials and other staff members of Big Bazaar

Kasaragod, who rendered their help during the period of my project work.

Finally, if there is any driving force that kept me going is the constant support of God, my

parents, friends and the entire class of 4th Semester MBA.

TABLE OF CONTENTS

CHAPTER

PARTICULAR

PAGE NO.

CHAPTER 1

INTRODUCTION

1-5

CHAPTER 2

INDUSTRY & COMPANY PROFILE

6-24

CHAPTER 3

THEORETICAL BACKGROUND OF THE STUDY

25-33

CHAPTER 4

DATA ANALYSIS & INTERPRETATION

34-54

CHAPTER 5

FINDINGS , SUGGESTION & CONCLUSION

55-59

LIST OF TABLES

SL.NO TABLE NAME OF TABLE PAGE

NO NO

1. 4.1 INCOME GROUP 35

2. 4.2 STORE PREFERENCE 36

3. 4..3 ADVERTISEMENT & PROMOTION 37

4. 4.4 OVERALL PERFORMANCE OF BIGBAZAAR 38

5. 4.5 BIGBAZAAR VISITED BY CUSTOMERS 39

6. 4.6 PRODUCT CHOOSEN FROM BIGBAZAAR 40

7. 4.7 PREPLAN OF PURCHASE 41

8. 4.8 BRAND PREFERENCE 42

9. 4.9 SOURCES OF INFORMATION 43

10. 4.10 REASON FOR PURCHASE FROM BIGBAZAAR 44

11. 4.11 DAY OF PURCHASE 45

12. 4.12 PRICE AND QUALITY OF PRODUCT AS PER ADVERTISEMENT 46

13. 4.13 CUSTOMER BENEFIT PROGRAMES 47

14. 4.14 VISUALISATION AND ARRANGEMENTS OF PRODUCTS 48

15. 4.15 VISUALISATION AND ARRANGEMENTS OF PRODUCTS-RATING 49

16. 4.16 STORE LAYOUT AND OTHER FACILITIES 50

17. 4.17 CLARITY IN DISPLAY OF OFFERS AND PRICES 51

18. 4.18 AWARENESS ABOUT THE PROMOTIONAL PROGRAMS 52

19. 4.19 CHANGES IN PURCHASE PATTERN ON THE BASIS OF PROMOTION AND

DISPLAYS

53

20. 4.20 “BIGDAY” SALES IN BIGBAZAAR 54

LIST OF GRAPHS

SL.NO GRAPH

NO

NAME OF GRAPH PAGE

NO

1. 4.1 INCOME GROUP 35

2. 4.2 STORE PREFERENCE 36

3. 4..3 ADVERTISEMENT & PROMOTION 37

4. 4.4 OVERALL PERFORMANCE OF BIGBAZAAR 38

5. 4.5 BIGBAZAAR VISITED BY CUSTOMERS 39

6. 4.6 PRODUCT CHOOSEN FROM BIGBAZAAR 40

7. 4.7 PREPLAN OF PURCHASE 41

8. 4.8 BRAND PREFERENCE 42

9. 4.9 SOURCES OF INFORMATION 43

10. 4.10 REASON FOR PURCHASE FROM BIGBAZAAR 44

11. 4.11 DAY OF PURCHASE 45

12. 4.12 PRICE AND QUALITY OF PRODUCT AS PER ADVERTISEMENT 46

13. 4.13 CUSTOMER BENEFIT PROGRAMES 47

14. 4.14 VISUALISATION AND ARRANGEMENTS OF PRODUCTS 48

15. 4.15 VISUALISATION AND ARRANGEMENTS OF PRODUCTS-RATING 49

16. 4.16 STORE LAYOUT AND OTHER FACILITIES 50

17. 4.17 CLARITY IN DISPLAY OF OFFERS AND PRICES 51

18. 4.18 AWARENESS ABOUT THE PROMOTIONAL PROGRAMS 52

19. 4.19 CHANGES IN PURCHASE PATTERN ON THE BASIS OF PROMOTION AND

DISPLAYS

53

20. 4.20 “BIGDAY” SALES IN BIGBAZAAR 54

EXECUTIVE SUMMARY

This report under the title “A study on the effective promotional strategy influencing

customers for the products of Big Bazaar Kasaragod” is prepared according to the study

conducted in the company. The duration of the study was 10 weeks, which extended from

December 9th, 2015 – February 14

th, 2016. During the study I came to know about the

different marketing strategies and practices implemented in retail stores. Descriptiveresearch

methodology is used for this study and collect the information from the own environment

through convenience sampling technique. The representation of the data have been done with

the help of various kinds of graphs and charts.

The main aim of the study is to understand the various promotional strategies or techniques

used in the retail sector and its relation with the customers buying behavior. The study reveals

that the range and availability of merchandise and the competitive offers are the most

motivating factor to purchase from Big Bazaar.

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Effectiveness of sales promotion strategy influencing customers of Big Bazaar

NEW HORIZON COLLEGE OF ENGINEERING, BANGALORE

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CHAPTER 1

INTRODUCTION

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ABOUT THE INTERNSHIP

Sales promotion as a competitive weapon to the target audience by providing an

additional incentive to buy or support a brand than the other. Marketers believe that a given

product or service has a known price or perceived value, and use them as a promotional tool by

increasing or reducing the value. The change in price of the product or products connected to

values., sales promotion normally used in a short time period, uses a more balanced appeal,

returns an actual value, adopts an immediate sale, and contributes high profit compared to the

other components of the marketing mix such as advertising, publicity, or personal selling.

This study on the effectivepromotional strategy influencing customers of Big Bazaar,

Kasaragod was conducted in Big Bazaar Kasaragod.Big bazaar is an organized retail format

which started its business in India since 1994. It is a type of retail store which offers different

types of products under one roof. My study on the effectiveness of sales promotional strategies

influencing customers of Big Bazaar helped me to understand how the promotional strategies

are influencing customers buying behavior.

In this study I tried to find out the taste and preferences of customers and their buying

behavior in the present marketing scenario.

STATEMENT OF THE PROBLEM

To understand the effect of the various promotional strategies and how visual merchandising

helps in influencing buying decision.

NEED FOR THE STUDY

Sales promotion is a factor which influence the customers buying behaviour. The

―study on the effective promotional strategy influencing customers of Big Bazaar Kasaragod‖

will helps to know the various sales promotion tools used in the retail stores. This study will

helps to understand customers buying behaviour and how the promotion helps to increase sales

in the market.

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OBJECTIVES OF STUDY

To understand the customer buying behaviour

To know the promotional strategies of Big Bazaar

To understand the various aspects of Visual Merchandising at Biz Bazaar

To know the relation between promotional strategy and buying decision

SCOPE OF THE STUDY

The study emphasis the need for promotional strategies in retail industry. The study will focus on

buying behavior of customers in Kasaragod district Kerala. It will helps to know the promotional

strategies adopted by BIGBAZAR Kasaragod.

RESEARCH METHODOLOGY

The entire study would be done scientifically and will be based on Research Design, Data

Collection and Data Analysis. Sampling Frame will include customers of BIGBAZAR

Kasaragod. Sampling unit will include 100 customers of BIGBAZAR Kasaragod. Convenient

Sampling method is used to understand the sampling information.

SOURCES OF DATA

1. Primary Data: The primary Data will be based on the questionnaire filled by customers

of Big Bazaar Kasaragod and observation.

2. Secondary Data: The secondary Data will be collected from journals, Literatures and

websites.

Tools Used

1. Questionnaire

2. Observation

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REVIEW OF LITRATURE

Sam and Buabeng, (2011) noted that the sales promotion provides a direct incentive to exceed

more than its normal price of the product made to provide additional value for action. This

temporary incentives when purchasing decisions are often provided

According to Yeshin (2006) consumers are become more and more sophisticated as well as

marketers bid to induce the consumers and increase market share in the products and services

they offer. Thisinducement comes in the form of discounts, free gifts, bonuses, free air time etc.

These situation create a better level of directreaction by the customers, than any other form of

customer education.

According to Scultz (2008) in the long run sales promotion might have negative effects as too

much promotions detract consumers from the long term value of the brand.

Krishna and zhang (1999) observes that coupons and discounts are the most widely used sales

promotion tool.

(Solomon, Marshall and Situleideng 2008: 422-423) pointed out that the promotion is mainly to

influence and encourage customers and consumers to buy a specific product marketing skills

used within a specific period of time. Promotions are usually completed within a short period, its

influence is small. If a brand new product launch, then the customer may not be good about this

new product knowledge and experience, and therefore recommends the promotion to encourage

the client to try to buy this product

Value of the product may increase during the promotion, the customers will react to the product

immediately. This will meet their needs, while low-priced products to producers (Pauwels,

Hanssens and Asia Times Siddharth 2002, the 421 and 424).

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LIMITATIONS OF THE STUDY

1. The study will be focusing only on customers of BIGBAZAR

2. The study will only look at customers in the city of Kasaragod Kerala

3. A generalization will be made based on the samples collected

4. Unwillingness of customers to respond

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CHAPTER 2

INDUSTRY PROFILE

&

COMPANY PROFILE

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RETAIL INDUSTRY

The retail sector is one of the largest industries in India, accounting for more than 10% of GDP

and 8% of employment. It has become the most dynamic and fast-paced industry, which many

players to enter the market. Situation of retail industry in India is fast growing in the past few

years, including organized retail in India. Traditionally, India's retail market is not organized

format, but with the changing customer tastes and preferences, organized retail formats are

slowly becoming popular. Scattered retail formats means small grocery stores, medicine shops,

stores Kirana, paan shop, etc., more than 90% of the retail industry in India is unorganized

sector, the organized sector is mainly concentrated in big cities. India's retail market is expected

to nearly double by 2020 to $ 1 trillion US dollars through revenue growth, development and

change in attitude determination. The retail sector is the largest industry in India, it has become

the most dynamic and fast walking one industry with several companies to enter the market.

The retail industry in India is the world‘s fifth largest retail industry.

More than 80% of the domestic retail industry are concentrated in big cities. One study

found that among more than 20 locations in the Indian organized retail, Mumbai is the

most preferred position and Bangalore was the second most.

As per forecasting or estimation in 2017 22% of India‘s GDP will contributed by the

retail sector.

In 2009 Indian retail industry was the most attractive emerging market for investment in

retail, ranked by A T Kearney‘s eighth annual Global Retail Development Index (GRDI)

Only less than 2% combined market share is in the hands of top five companies,The retail

sector is likely to increase to 2 billion worth, and may have in the next five years 10-

150000 jobs retail, 8% of the current working population is in this industry.

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MAJOR PLAYERS IN RETAIL SECTOR

Future Value Retail

Tata Trent Ltd.:

Reliance

Aditya Birla Group

Spar:

Nilgiris

CHALLENGES OF INDIAN RETAILING

Small retail business tax structure.

Lack of adequate infrastructure.

High production costs.

Distinct consumer groups.

Foreign direct investment restrictions

Lack of retail studying opportunity.

Shortage of trained manpower.

Low retail management skill

TYPES OF RETAL IN INDIA

Departmental stores.

Convenience stores.

Shopping malls.

E-trailers.

Discount stores.

Vending

Specialty stores

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Retail industry is expected to reach US $ 1.3 trillion 2018 as the country has been highly

developed, customer spending habits have also changed, is also expected to increase in the

future.

In the past four year, customer or consumer spending in India go up as high as 75%. As a

result, the Indian retail industry is expected to grow more in the coming days

PROGRESS OF INDIAN RETAIL INDUSTRY

Eighth annual Global Retail Development Index (GEDI), India's retail sector is ranked the most

promising developing markets for investment. Indian retail industry is rising at a rapid rate in

2016 is expected to further next year is expected to reach $ 1.3 trillion, up to US $ 833

billion.The growth rates and the spending of consumer have also gone up and is expected to

grow further in coming years. From the past four or five years, consumer spending in India to

install up to 75%. As a result, India's retail sector is expected to raise more in the coming days. A

retail business in India at an alarming rate with age is growing, which has participated in the

Indian customer's shopping attitude, innovative changes. Retail business in India is growing by

some factors, such as

Increasing purchasing power of middle class family in India.

Changes in Indian customs and habits.

Globalization.

The entry of foreign direct investment in India's retail industry.

Low share of organized retailing.

Increase in non-refundable income and customer ambition.

Increase in expense for luxury items.

Phenomenon with wealthy classes and growing number of double –income households.

Positive demographics.

Increasing population.

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COMPANY PROFILE

Big Bazaar is a hyper market retail chain from Future Group having more than 200 stores

across the country by 2015. Big bazaar offers all type of products at a good quality and offered at

the reasonable price. Big Bazaar offers more than lakh of products that are required by a most of

Indian customers and offers value added services. The special reductions and offers, which are

available at fixed time intervals, make the arrangementdistinctive and unique. The customer

experience standard price, convenience, comfort, quality and store service levels at a new level.

The main work of this company is to provide quality service to the customers. The aim of this

study is to know the Future group, their effectiveness in dealing with the customers and retail

techniques used in the store. Mr. Kishore Biyani is the Chief executive officer of Future value

Retail (India) Limited. In IndiaBiyani the leading retailer that operates several retail

organizations in both the value and lifestyle segment. Thecompany have more than 16 million

square feet of retail space. Presently more than 35000 people were working in the company over

214 stores across 90 cities in India. . Big Bazaar supermarket chains, food bazaar, supermarket

chains and all combinations thereof, wherein the touch and feel like a modern retail and other

aspects of the Indian market, Some of its other formats include depot, ―SHOE FACTORY‖,

―BRAND FACTORY‖, ―BLUE SKY‖, ―FBB‖, ―MOBILE BAZAAR‖ and ―STAR SITAR‖

(beauty clinic). Futurebazaar.com is an online portal operated by the Future group. Home

Solutions Retail (India) Limited, hometown, home appliances and sales of home furnishings and

electronic products E- area are other agencies of the Future Group.

In September 2001 Big Bazaar launched its first four stores in Calcutta, Indore, Bangalore and

Hyderabad. There are now 214 big bazaar stores in 90 cities and town across India.

Big bazaar was started purely as a passion format including apparel, cosmetics, accessories and

general merchandize. Over the years big bazaar has included a wide range of goods and services.

Big Bazaar, food bazaar, electronic bazaar and furniture bazaar are the current retail formats of

the firm.

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PROMOTERS

Future group have a good team to lead the firm into success. The board members are

Mr. Kishore Biyani CEO and MD

Mr. Gopikishan Biyani, Director

Mr. Rakesh Biyani, Director

Mr. Kailash Bhatia, Director.

Mr. Vijay Biyani, Director.

Mr. Vijay Kumar Chopra, member of Director board

Mr. Shailesh Haribhakti, member of Director board

Mr. S Doreswamy,member of Director board

Dr. D O Koshy,member of Director board

Ms. Bala Deshpande,member of Director board

Mr. Anil Harish, member of Director board

ABOUT BIG BAZAAR KASARAGOD

Big bazaar Kasaragod started its functioning on 2010 its site code is 4836. It is built on

3384 square feet. Out of which retail area is 18970 and carpet area is 14914. At present there are

113 employees working at BB. One of the thing that make Kasaragod BB apart from other store

is that it is the first store which has introduced new POS (Point Of Sale) system at other stores

they follow REM system in which the functioning is not centralized but in new POS system

everything is centralized. The store function as two groups one is operation group they are

considered as the real players and other one is the support group which is considered as the

backbone of the real players. There is 6 operation group and 9 support groups

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ORGANIZATIONAL CHART

The following chart will show the organizational chart of Big Bazaar Kasaragod

Store Karta

Asst. Store Karta

mmmmmanager

Team leader

DM

House keeping

IT

technitian Assistant. DM

HR manager

Security

Head cashier Visual merchandiser

Cashier

Administrator

Team member

Maintenance

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VISION

Future Group will be everywhere, every time for every Indian customers with the most

reasonable price to provide all.

MISSION

We should vision and belief that our customers and stakeholders should be adopted in the

consumer space to create future scenarios, to lead economic development.

We will be the leader in the trend to develop affordable class and the masses of all customer

segments in the development of retail delivery formats created.

QUALITY POLICY

We will be efficient and cost-conscious, and promised no matter what we do quality.

We will ensure that our positive attitude, sincerity, humility, unity and determination to be the

driving force to make it a success.

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PRODUCT PROFILE

Big Bazaar offers a wide range of products to its customers. The various type of products offered

by Big Bazaar are

A. FOOD BAZAAR

Staples:

Dal, Rice, Wheat

Atta, Rava items, Sugar, Salt

Oils and Masalas

Fruits and vegetables

Prepared food mix

Non-food items:

Detergents

Skin care items

Soaps

Tooth paste and brushes

perfumes

Beverage items

cool drinks

water

Fitness drinks

juices

Meats and Fishes

Fruits

Vegetables

Ice creams

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B. PLASTICS, UTENSILS & CROCKERY

Plastics

Stacks

Containers

Casseroles

Cases

Bottles

Flagons and sippers

Cups

Utensils

Plates, Bowls, Glasses

Non-stick cook wares

Kitchen tools

Tiffin boxes

Crockery

Crockery cutlery

Table materials/ Napkins

Dinner sets

Juice glasses

C. LUGGAGE

Travel Bags

Trolleys

School and college Bags

Ladies purse and bags

Suit case

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D. TOYS

Soft toys

Board games

Dolls

Educational toys

Remote cars and bikes

Sports items

Cycle

E. FOOTWEAR

Sports shoes

Casual shoes

Formal shoes

Men‘s sandal

Ladies sandals

Ladies casuals

Ladies fancy slippers

F. SHRINGAR

Watches

Fashion jewellery

Sun glasses

Hair accessories

Chins

G. FASHION AT BIGBAZAAR

Men’s apparels:

Formal shirts and pants

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Casual shirts and pants

Party wears

Fabrics (Cut pieces)

Suits and blazers

Ties

Jeans pants and Banyans

Belts

Hand kerchiefs

Ethnic wears

Inner wears

Kids & infant section

Shirts

Banyans

Vests

Bibs feedings

Baba suits, frocks

Diapers, pampers

Trousers

Caps

Other baby accessories

Ladies apparels

Sarees

Dress materials

Under garments

Night wear

Western wear

H. FURNITURE BAZAAR

Dining table

Bedroom accessories

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Hall accessories

Mattresses

Computer table

I. DEPOT

General books

Stationary for office

Stationary for Children

Film VCDs and DVDs

J. PROCESSED DEPOT

Breakfast cereals

Ready to eat

Cornflakes, soups, bread items

Instant mixes

SUPPLIERS OF PRDUCTS TO BIG BAZAAR

Private label

Hindustan Unilever Limited

Dabur India

Procter andgamble

Lee cooper originals

Nestle India

Prestige co. etc.

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AREA OF OPERATION

Big bazaar is a vast organization having more than two hundred stores in all over the

country.This entity has been created to keep in mind the value of retail business growth

companies, current size, its format sector,

The company has head office at Mumbai with many regional officers. The company operates

214 big bazaar stores among other formats in over cities across the country.

COMPETITORS INFORMATION

In Kasaragod Big bazaar is facing competition mainly from unorganized sector,

organized sector is below 1% only. Big bazaar is the largest hyper market in Kasaragod. Few of

the competitors in Kasaragod are:

Metro Mart

Surumas

Margin free super market

Gents garage

Viva mall

Mubarak kalyan silks

Gulf bazaar

Aramana bazaar

King circle hyper market

National radio electronics

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INFRASTRUCTURAL FACILTIES

EXTERIOR STORE DESIGN

The exterior look of the store is that draws customers to the store. The factors that considered in

designing the exterior of the store are:

Site it

Facilities like parking and ease of access

The architecture of building

The display space

The health and safety measure

INTERIOR STORE DESIGN

The stores interior is the function of aesthetic within the store. The factors that affect the

interior store design are:

Space planning

Fixtures that are used storing and displaying merchandise

Lightning scheme has to be decided on the product that is displayed

Signage and other graphical boards in the store helps give information about

the product, location facilities etc. in the store.

Overall formats of the store look good andcolour scheme are decided to give a

bazaar where the targeted customers can have a feeling of having pleasure

convenient and value to their shopping experience.

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SWOT ANALYSIS

SWOT analysis a method for analyzing or identifying the company‘s Internal Strength,

weakness, External opportunity and threats. It helps to identify the company‘s inner strength &

capacity, deficiency, opportunities available and external threats.

SWOT analysis, not only result in recognition of the company's personal ability, but also a

business has special abilities and resources, as well as methods for their use location

STRENGTHS

Innovator in the market

Quality goods at reasonable price.

Increase in purchasing power of middle class.

It has a good brand name.

Exterior & Interior design: its exterior & interior design is much attractive and makes

convenience for customers.

Operating in Growing Industry: Retail industry, India‘s one of the fastest growing

industry and hence more opportunities.

Better Management and Team work: Big Bazaar has got experienced and competitive

management. Hence, there is a team work to achieve its objectives.

Innovation & Continuous improvements in quality: The firm has very good product

innovative skilled workers in designing product. There is continuous improvement in

quality of the product.

Training and development program: Its training & development program makes the

employee more competitive and boosts their confidence.

Huge variety of products: It provides a huge variety of different brands to its customer in

respect of range, price & quality.

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Huge financial resources: It enables the firm to have to competitive advantage over the

other firms.

Economies of scale: As the scale of operation is large, it enjoys economies of scale,

hence reduces the cost per unit of production.

WEAKNESS

A weakness is something a firms absences or a condition that put it at a drawback.

Weaker geographic coverage: As the firm is operating in Kasaragod, and other nearest

one is in Mangalore. So, the firm is losing opportunity in such way throughout the

country.

Limited Branches: It covers only a limited geographical area and it operating highly

competitive place.

The market segmentation or target customer: The firm does not concentrating upper

class which made firm to loss the higher rate of profit in retailing.

Turnover of sales executives increases the cost.

High operation cost.

High staff turnover rate.

Fierce competition from retailers scattered.

OPPERTUNITIES

Lot of opportunities in smaller cities so expansion is possible.

At present the country is still a wide range of retail, rise to future income and

consumption

Grasps the additional customer Group by Segmentation: It has an opportunity to

segment its products to other class of people and hence, they can catch more customers.

Expansion: It has got opportunity to expand its business in India as well as in foreign

countries.

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Internet and E-Commerce: They can go for internet and e-commerce which helps to

reduce the cost and boosts sales and popularity.

Purchasing power of the people: The incomes of the people are rising day by day. So, it

increases their purchasing power. Hence, there can be more demand.

Changes in Attribute of Indian Customers: Now a day Indian people are ready for the

modernization which is always favour to the development of malls.

Possibility to expand business in the way of mergers, acquisition, joint ventures,

strategic alliance or any other form.

Shift towards the consumer to branded products and liberalized policy.

More opportunity to grow for big bazaar because it is working in the fast growing

industry.

Growing rate of graduates throughout the country provides them opportunity to recruit

high quality managers and other employees.

Throughout the system work Technological up gradation can be implemented.

THREATS

Threats from the public: Most of the time Big Bazaar facing problem in expanding

branches because the people feel worry about unorganized retailers. So it faces many

challenges and threats from political parties like in Kerala, Tripura and West Bengal

The growth of competition in the retail industry: It is operating in highly competitive

Threats from unorganized sector: Small retail sectors are always challenge big bazaar

because they treat customer individually and hence they influence highly.

Industry which carries a large number of firms. Mainly, competitions from Indian firms

are like Reliance, Tata, more and other unorganized sectors.

Government policies encouraging the unorganized retailers to come in front.

High taxes in India suppress consumption

.

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The liberalized retail policy in FDI: The large sized Indian market is always attracted to

the foreigners. When the policies are liberalized there will be threats from international

retailers.

Price war: Indian customers are highly price sensitive. So, price war from the rivals

makes them in most challenging environment.

FUTUREGROWTH AND PROSPECTS

Future is one of the largest growing retail giants in India. The founder and the CEO of future

group Mr. Kishore Biyani have planned to grow by bringing Mr. Radhakrishnan as the CEO of

KB‘s Fair price

Retail tycoon Biyani been carefully selected K Radhakrishnan driving fair price for his neighbor

KB store chain, which for want of a powerful Big Bazaar in years of large-scale action.

Radhakrishnan South 54, who has been president of fresh food, and now will take over the CEO

KB fair prices, the company plans to open stores all over the currently more than 1,000 outlets in

Delhi, Mumbai and Bangalore next two years.

―Radhakrishnan will lead this expansion of KB‘s fair price through partnerships and franchisees

with kirana owners and entrepreneurs across the three cities‖ Biyani said. With the size and scale

Radhakrishnan's development tasks, which we believe will help us build a modern retail

business, it will be the same as the Big Bazaar influence. "

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CHAPTER 3

THEORETICAL BACKGROUND OF THE STUDY

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MARKETING

Marketing is the sum of all of these are related to the point of consumption goods in the free flow

of activities from the production point. Marketing is not only to provide products or services, but

also to the changing needs of the changing interests and provide customers hope.

Marketing is the sum of all activities and processes, including the creation, communication,

transfer, exchange, namely in the large consumers, customers, partners and social value of the

product. Marketing is a creative and goal-oriented process.

CUSTOMER BUYING BEHAVIOUR

Customer behaviour or consumer behaviour is the study of human behaviour at the time of the

purchase of products. It is acombinations psychological, sociological, social anthropological, and

economical aspect customers. It attempts to understand the buyer decision making process, both

individually and in groups.

Customer buying behaviour is the behaviour of an individual, how he or she spend his or her

money/income to buy a good or a service.

There are various factors which will influence the customer buying behaviour. Those factors are

cultural factors:

Cultural factors influencing customers include culture and sub culture of the customer and

social class which he is living.

Social factors :

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Social factors include reference group, family, roles and statuses

Personal factors:

Age and occupation of the person economic status of the person, life style and personality of

the person will also influence the customers buying behavior.

Psychological factors:

Motivation, perception, learning and attitudes of the buyer will also influence the buying

decision.

SALES PROMOTION

Sales promotions are the set of marketing activities undertaken to increase sales of the product

or service.Any action that are taken for the purpose increase sale is called sales promotion.The

term usually refers to sales in particular are used to supplement personal selling and advertising

efforts and coordination to help them become more effective. In other words including

sponsorship promotion linked to individual sales activities in addition to various forms of

communication. It thus includes the combination of trade shows and exhibitions, sampling,

insurance, trade, allowances, sales and dealer incentives, set packaging, consumer education and

demonstration activities, rebates, bonuses, packaging, procurement of materials and direct mail

point.‖

There are two types of sales promotion. Consumer sales promotion and trade sales promotion.

Sales promotions targeted at the consumer are called consumer sales promotions and the Trade

sales promotion means the promotions targeted at retailers and wholesalers.

Promotions contain try to add value or incentives to customers, customers wholesalers, retailers

or other organizations to communicate immediately caused some sales operations. These efforts

can try to encourage product trial or purchase. Eg; coupons, samples, gifts, point of purchase

(POP) displays, contests, rebates, sweepstakes and.

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Promotion execution, in order to attract new customers and keep existing customers, in order to

stabilize the competition and take the interests of the market research and development

opportunities. It is organized by the internal and external, to enhance the company's sales

performance. External sales promotion activities including advertising, promotion, public

relations, special sales activities. Internal sales promotion activity includes window displays,

promotional materials and product display and promotion programs, such as quality awards and

competitions.

The importance of this promotion has been greatly improved. Lakh rupees spent on promotions

to attract customers in our country, but also in other countries in the world. Some large

companies have begun marketing manager appointed to deal with other promotions. All these

facts show that the significance of promotional activities are growing at a faster rate.

TYPES OF SALES PROMOTIONS

There are different types of sales promotion techniques are used in the market. All of them are

planned to attract the customers. The various types of sales promotion techniques used in the

market are as follows.

Rebates:

Rebate means in order to clear excess inventory, product at a lower price for some time.

Discount:

According to this method, provide less than the price listed on the product to the customer.

Refunds:

Refund part of the price of a certain commodity is returned to the customer on the show proof of

purchase.

Product Combination:

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Product combination, along with the main product some other products also available to

customers as a gift.

Quantity Gift:

Some additional amount of main products is as a gift to customers is called the quantity of gifts.

Instant Draw and Assigned Gift:

Instant lottery and gift distribution means, customers were asked to scratch cards you buy

products and product names inscribed then be immediately available to customers as a gift.

Lucky Draw:

According to this method, providing customers with product-specific gifts and the winners are

determined by a fixed date a large number of lottery. And purchase products, coupons printed

customer has given a certain number of.

Usable Benefits:

According to this method, the distribution of coupons to consumers on behalf of the producers.

Coupon is a certificate, which tells of the products mentioned in the special discounts available.

This means that if a customer has some product coupons, he will get a discount which refers to

when he bought it. Coupon Tibetan encourage consumers to buy the product, even when he no

longer needed it.

Such coupons published in newspapers and magazines. Some coupons distributed between the

company and its shareholders. Seller charges the customer's coupon and get the same issue from

the company payments.

Full Finance @ 0%:

Product sales and interest 0% interest installment money is received. The seller determines the

number of product price will be recovered in installments from the customer. These do not

charge interest on installments.

Samples or Sampling:

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Producers distribute free samples of his products among consumers. Door to door sales

representatives distribute these samples.

This method is mainly used for daily use products, such as washing powder, tea, toothpaste and

so on. Therefore, consumers no choice but to take advantage of free samples. If it satisfies them,

they buy it, and in this way to increase sales.

Contests;

Some producers organize competitions to promote their products. Consumer contest were asked

to answer some very simple questions on the form, forward the same company. Blank forms

available to consumers who purchase the product first.

Results were announced at a specific date of receipt of all forms basis. Is considered attractive

prizes to competition winners. Such competition may be organized in different ways.

OBJECTIVES OF SALES PROMOTION:

Promotion is an important connecting link or bridge between personal selling and advertising.

To carry out promotional activities to achieve the following objectives:

Through which are complementary to press and poster advertising media to increase

publicity and sales.

Through sales personnel, distributors and other dissemination of information, thus

ensuring the product into the satisfactory use by the final consumer.

To stimulate customers to make purchasing decisions, and see a product

To prompt existing customers to buy more quantity and different kind of products from

the same store.

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To introduce new products in the make attention of customers.

To attract new customers and make them to buy the product.

In order to effectively meet the competition of others.

To check the seasonal decline in sales.

SALES PROMOTION STRATEGY

There are three types of sales promotion strategy. "Push, pull, or a combination of both.

PUSH STRATEGY

Push marketing strategy is the use of a company's sales force and trade promotion activities to

create consumer demand for the product. It involves convincing trade intermediary channel

members to push products to the final consumer via a distribution channel promotion and

personal selling efforts. The company launched it through distributors who in turn promote

further distributor or final consumer products.

In other words, the producers improve product wholesalers, retailers and promote it to the retailer

it promotes to consumers. And trade promotion goal is to convince retailers or wholesalers carry

a brand to brand of shelf space, to promote the brand and / or push a brand to the final consumer

in the ad. Promoting typical tactical and strategic uses: allowances, buy-back guarantee, free

trial, competition, advertising specialty items, discounts, display and insurance.

PULL STRATEGY

Pull strategy trying to get consumers through marketing channels to "pull" from the

manufacturer of the product. The company focuses on consumer marketing communications

efforts, and hope that it will stimulate interest in the needs of the end-user level products. "Pull"

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marketing strategy is a need in the advertising and promotion of high consumer spending, build

consumer demand for the product.

If dealers are not willing to carry the product as it gets as many consumers as possible to retail

outlets and requirements of the product, so that by pulling this strategy is often used channels.

Consumer promotion goal is to attract consumers to try new products, attract customers from a

competitor's product. Being a mature consumer products for the "Load", hold & reward loyal

customers, and build customer relationships. If the strategy is successful, consumers will ask

their retailers for products, retailers will be required to wholesalers and wholesalers will require

producers.

Pulling a typical tactical and strategic uses: samples, coupons, cash refunds and discounts, gifts,

specialty advertising, loyalty programs / patronage rewards, contests, sweepstakes, games, and

point of purchase - (POP) displays.

Some firms adopt both sales promotion strategy according to the type of product or taste and

preference of customers etc. This is called combination strategy. That is adopting both push and

pull strategy.

SALES PROMOTION ACTIVITIES OF BIG BAZAAR

Promotion refers to the provision of incentives, such as free samples, gifts, discounts and other

promotional activities in their own special Big Bazaar for consumers. They offer their customers

a lot of concessions. They were a lot like BIGDAY sale, monthly budget market, Wednesday

bazaar and other promotional activities during which customers can get a lot more products are

cheap special offers. In addition to these, they were a lot of functions and activities. Other sales

activities Big Bazaar are in-store promotions, visual processing, and various similar window

displays, thappyway monitors and other display

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ADVERTISEMENT

Advertising is a powerful technology to promote sales. It helps the Producers consumers and

society. Big Bazaar spend a lot for advertising purposes. Big Bazaar advertising is mainly

through two ways. The first one is above the line (ATL) advertising, and the other is the line

below the line (BTL) advertising. ATL advertising include print ads, TV commercials

advertising channels and FM radio stations. The BTL advertising including platelets / flyers,

local newspaper ads, in-store customer connection procedures.

VISUAL MERCHANDIZING

Marketing departments also include referred to as "visual merchandising" a separate department.

It is an art, so the store by the retailer to the customer conversation. Color, signs, lights, look and

feel, everything is taken into account. It is to figure out what is the story, the picture, is being

sold to the customer's ideas is very important.

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CHAPTER 4

ANALYSIS AND INTERPRETATION

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TABLE 4.1

INCOME GROUP SL.NO INCOME LEVEL RESPONSE PERCENTAGE

1 BELOW 5000 4 4%

2 5000 – 15000 32 32%

3 15000 – 25000 40 40%

4 ABOVE 25000 24 24%

TOTAL 100 100%

SOURCE: QUESTIONNAIRE

ANALYSIS

32respondents lies between the income group of 5000-15000, 40 customers are in between

15000-25000 and finally above 25000 there is 24 customers. Below 5000 there is only 4

customers.

GRAPH NO 4.1

Below table shows the income group of the customers.

SOURCE: TABLE NO 4.1

INTERPRETATION:

From the above graph we can see that 40% of the customers of Big Bazaar are under the income

level between 15000 – 25000 and 32% of the customers are from the income group of 5000 -

15000.

4%

32%

40%

24%0%0%0%

INCOME GROUP

Below 5000

5000-15000

15000-25000

above 25000

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TABLE 4.2

STORE PREFERENCE

SL.NO STORE NAME RESPONDENTS PERCENTAGE

1 BIG BAZAAR 64 64%

2 METRO MART 16 16%

3 MARGIN FREE SUPER MARKETS 8 8%

4 OTHER HYPER MARKETS 6 6%

5 OTHER RETAILE SHOPS 6 6%

TOTAL 100 100%

SOURCE: QUESTIONNAIRE

ANALYSIS

From the above data 64 respondents prefer Big bazaar to purchase a product.16 respondents were

prefer Metro mart and 8 respondents were prefer Margin free super markets.6 respondents each

were preferring other hyper markets and other retail shops .

GRAPH 4.2

Graph shows the store preferred by the customers

Source: table 4.2

INTERPRETATION

In the above chart it is very clear that majority (64%) of the customers are preferring Big Bazaar

for purchasing a product.

64%16%

8%

6%6%0%

STORE PREFERENCE

1 BIG BAZAAR

2 METRO MART

3 MARGIN FREE SUPER MARKETS

4 OTHER HYPER MARKETS

5 OTHER RETAILE SHOPS

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TABLE 4.3

ADVERTISEMENT AND PROMOTION

SL. NO STORE NAME RESPONDENTS PERCENTAGE

1 BIG BAZAAR 49 49%

2 METRO MART 26 26%

3 MARGIN FREE SUPER MARKETS 3 3%

4 OTHER HYPER MARKETS 13 13%

5 OTHER RETAILE SHOPS 9 9%

TOTAL 100 100%

Source: questionnaire

ANALYSIS

From the above data 49 respondents said that Big Bazaar‘s advertisement and promotion is best.

26 respondent‘s opinion is Metro mart and 13 respondents said other hyper markets. Remaining

choose other retail shops are good in promotion and advertisement.

GRAPH 4.3

Graph 4.3 shows the best advertisement and promotion of stores.

Source: graph no 4.3

INTERPRETATION

From the above data we can understand that 49% of customers responds that big bazar‘s

advertisement and promotion is the best.

49%

26%

3%

13%9%

ADVERTISEMENT AND

PROMOTION

1 BIG BAZAAR

2 METRO MART

3 MARGIN FREE SUPER MARKETS

4 OTHER HYPER MARKETS

5 OTHER RETAILE SHOPS

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TABLE 4.4


ANALYSIS

52 respondents were rated good for overall performance of Big Bazaar.18 respondents were rated

very Good and 25 were rated average. Only 5 were rated as bad.

GRAPH 4.4

Below graph shows the overall performance rated by customers.

Source: table no 4.4

INTERPRETATION

From the above data it is clear that 52% of the customers rated good for overall performance of

Big Bazaar Kasaragod ‗

18%

52%

25%

5%0%

OVERALL PERFORMANCE OF

BIGBAZAAR

1 VERY GOOD

2 GOOD

3 AVERAGE

4 BAD

5 VERY BAD

OVERALL PERFORMANCE OF BB

SL.NO RATING RESPONDENTS PERCENTAGE

1 VERY GOOD 18 18%

2 GOOD 52 52%

3 AVERAGE 25 25%

4 BAD 5 5%

5 VERY BAD 0 0%

TOTAL 100 100%

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TABLE 4.5

BIG BAZAAR VISITED BY CUSTOMERS

SL.NO RESPONSE RESPONDENTS PERCENTAGE

1 DAILY 0 0%

2 WEEKLY 12 12%

3 MONTHYLY 38 38%

4 TWICE A MONTH 42 42%

5 NO PARTICULAR TIME 8 8%

TOTAL 100 100%

Source: Questionnaire

ANALYSIS

42 respondents were purchase from Big Bazaar twice in a month and 38 respondents were

purchasing monthly basis.12 respondents are coming to the store on weekly and 8 respondents

doesn‘t have any particular time for purchase from Big Bazaar.

GRAPH 4.5

The below graph shows how frequently customers visiting Big Bazaar.


INTERPRETATION

From the above chart we can understand that 42% of the customers are visiting Big Bazaar twice

in a month and 38% of customers are visiting monthly to purchase from Big Bazaar.

0% 12%

38%42%

8%

BIG BAZAAR VISITING

1 DAILY

2 WEEKLY

3 MONTHYLY

4 TWICE A MONTH

5 NO PARTICULAR TIME

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TABLE 4.6

PRODUCT CHOOSEN FROM BB

SL.NO PRODUCTS RESPONDENTS PERCENTAGE

1 FOOD ITEMS 48 48%

2 CLOTHS 20 20%

3 GENERAL MERCHANDIZE 20 20%

4 STATIONARY 6 6%

5 OTHERS 6 6%

TOTAL 100 100


ANALYSIS

From the above table we can see that 48 respondents were coming to Big Bazaar to purchase

food items. 20 respondents each were purchasing cloths and general merchandise from Big

Bazaar. Remaining respondents are buying stationary or other items.

GRAPH 4.6

Graph 4.6 shows the type of product purchased by customers.


INTERPRETATION

From the above data it is clear that majority of customers (48%) are buying food items from Big

Bazaar Kasaragod.

48%

20%

20%

6% 6%

PRODUCT CHOOSEN FROM

BIGBAZAAR

1 FOOD ITEMS

2 CLOTHS

3 GENERAL MERCHANDIZE

4 STATIONARY

5 OTHERS

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TABLE 4.7

PREPLAN OF PURCHASE

SL.NO RESPONCE RESPONDENTS PERCENTAGE

1 YES 58 58%

2 NO 42 42%

TOTAL


ANALYSIS

The above table shows that 58 respondents out of 100 were coming to the store with a preplan of

purchase.

GRAPH 4.7

The below graph shows the planned and unplanned customers of Big Bazaar.


INTERPRETATION

From the above chart we can understand that 58% of customers are coming to the store witha pre

plan of purchase.

58%

42%

PREPLAN OF PURCHASE

1 YES

2 NO

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TABLE 4.8

BRAND PREFERENCE


1 BRANDED 54 54%

2 PRIVET LABEL 46 46%

TOTAL 100 100%


ANALYSIS

54 respondents were buying branded products and 46 respondents were buying privet label

products.

GRAPH 4.8

Graph shows the brand preferred by customers


INTERPRETATION

From the above chart we can see that customers are buying both branded and privet label

products.

PRIVET LABEL[PERCENTAGE]BRANDED

[PERCENTAGE]

BRAND PREFERENCE

1 BRANDED

2 PRIVET LABEL

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TABLE 4.9

SOURCE OF INFORMATION

SL.NO SOURCE RESPONDENTS PERCENTAGE

1 TV/RADIO 18 18%

2 NEWSPAPER 30 30%

3 WORD OF MOUTH 38 38%

4 BANNERS 9 9%

5 OTHER MEDIUM 5 5%

TOTAL 100


ANALYSIS

38 respondents were getting information about Big Bazaar through friends and family (word of

mouth).30 respondents were getting information through newspaper and 18 were getting

TV/Radio advertisement. The remaining people were knowing about Big Bazaar through banners

or other media.

GRAPH 4.9

Graph no 4.9 shows the sources of information which the customer knows about Big Bazaar.


INTERPRETATION

From the above data it is clear that majority of customer‘s were getting information about Big

Bazaar through word of mouth.

18%

30%38%

9%5%

SOURCE OF INFORMATION

1 TV/RADIO

2 NEWSPAPER

3 WORD OF MOUTH

4 BANNERS

5 OTHER MEDIUM

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TABLE 4.10

REASON FOR PURCHASEBFROM BB

SL.NO REASON RESPONDENTS PERCENTAGE

1 PROMOTION AND

DISCOUNTS/OFFERS

36 36%

2 ALL UNDER ONE ROOF 44 44%

3 STORE LOCATION 10 10%

4 PRICE AND PRODUCT QUALITY 10 10%

5 OTHERS 0 0%

TOTAL 100 100%


ANALYSIS

From the above table we can see that 44 respondents were purchase from Big Bazaar because of

they will get verities of product under one roof. 36 respondents were coming to store because of

promotion and discounts. The remaining re influenced by store location and price and product

quality.

GRAPH 4.10

The below graph shows the reason behind purchase from Big Bazaar.


INTERPRETATION

From the above data it is clear that majority of customers (44%) prefer Big Bazaar because the

store provide different kinds of products under one roof.

36%

44%

10%10%0%

REASON FOR PURCHASE FROM

BIG BAZAAR

1 PROMOTION AND DISCOUNTS/OFFERS

2 ALL UNDER ONE ROOF

3 STORE LOCATION

4 PRICE AND PRODUCT QUALITY

5 OTHERS

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TABLE 4.11

DAY OF PURCHASE

SL.NO DAY RESPONDENTS

1 WEDNESDAY 42 42%

2 SATURDAY/SUNDAY 34 34%

3 NORMAL DAYS 13 13%

4 FESTIVAL DAYS 11 11%

5 NO PARTICULAR DAY 0 0%

TOTAL 100 100%


ANALYSIS

The above table shows that 42 respondents were prefer Wednesday and 34 respondents were

choose Saturday/Sunday for purchasing from Big Bazaar. 13 respondents were purchase from

the store on normal days and 11 were on festival days.

GRAPH 4.11

Graph 4.11 shows the day which customer prefer for purchase.


INTERPRETATION

From the above data it is clear that most of the customers are coming to the store on Wednesdays

and weekends.

42%

34%

13%

11%0%

DAY OF PURCHASE

1 WEDNESDAY

2 SATURDAY/SUNDAY

3 NORMAL DAYS

4 FESTIVAL DAYS

5 NO PARTICULAR DAY

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TABLE 4.12

PRICE AND QUALITY OF PRODUCT AS PER ADVERTISEMENT


1 VERY GOOD 26 26%

2 GOOD 44 44%

3 AVERAGE 28 28%

4 BAD 2 2%

5 VERY BAD 0 0%

TOTAL 100 100%


ANALYSIS

The above table shows that 26 respondents were rated very Good for price and quality of product

asper advertisement .44 respondents were rated good and 28 were rated average for the price and

quality of products. Only 2% rated BAD.

GRAPH 4.12

The below graph shows the customer rating for price and quality of product.


INTERPRETATION

From the above data we can see that 44% customers rated good for the price and quality of product as per

advertisement.

26%

44%

28%

2% 0%

PRICE AND QUALITY OF PRODUCT

AS PER ADVERTISEMENT

1 VERY GOOD

2 GOOD

3 AVERAGE

4 BAD

5 VERY BAD

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TABLE 4.13

CUSTOMER BENIFIT PROGRAMES


1 VERY GOOD 12 12%

2 GOOD 24 24%

3 AVERAGE 48 48%

4 BAD 16 16%

5 VERY BAD 0 0

TOTAL 100 100%


ANALYSIS

The above table shows that 48 respondents were rated average for the customer benefit programs

(profit club card and pay back card) .24 respondents were rated good 12 respondents were rated

very good.16 respondents were rated bad for the customer benefit programs.

GRAPH 4.13

Graph no 4.13 will show the customer‘s rating about customer benefit programs.


INTERPRETATION

From the above data we can see that 48% customers were rated only average for customer benefit

programs like payback cards and profit club cards.

12%

24%

48%

16%

0%

CUSTOMER BENIFIT PROGRAMES

1 VERY GOOD

2 GOOD

3 AVERAGE

4 BAD

5 VERY BAD

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TABLE 4.14

VISUALISATION AND ARRANGEMENTS OF PRODUCT ARE HELPFUL

SL.NO RESPONCE RESPONDENTS PERCENTAGE

1 YES 66 66%

2 NO 34 34%

TOTAL 100 100%


ANALYSIS

The above table shows that 66 respondents were said that visualization and arrangements of

products are helpful to choose a product.

GRAPH 4.14

The below table will show visualization and arrangements of products are helpful or not.


INTERPRETATION

From the above table it is clear that visualization and arrangements of products are helpful for

majority (66%) of customers of Big Bazaar.

66%

34%

VISUALISATION AND

ARRANGEMENTS OF PRODUCT

ARE HELPFUL

1 YES

2 NO

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TABLE 4.15

VISUALISATION AND ARRANGEMENTS OF PRODUCTS


1 VERY GOOD 22 22%

2 GOOD 48 48%

3 AVERAGE 26 26%

4 BAD 4 4%

5 VERY BAD 0 0%

TOTAL 100 100%


ANALYSIS

The above table shows that 48 respondents were rated good for the visualization and arrangements of

products in Big Bazaar. 22 respondents were rated very good and 26 respondents were rated average for

the same. Only 4 respondents were rated bad for visualization and arrangements.

GRAPH 4.15

The below graph will shows the customer‘s rating for visualization and arrangements of product.

Source: table no 15

INTERPRETATION

From the above graph we can see that 48% customers were rated good for visualization and arrangements

of products at Big Bazaar.

22%

48%

26%

4% 0%

VISUALISATION AND

ARRANGEMENTS OF PRODUCTS

1 VERY GOOD

2 GOOD

3 AVERAGE

4 BAD

5 VERY BAD

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TABLE 4.16

STORE LAYOUT AND OTHER FACILITIES


1 VERY GOOD 24 24%

2 GOOD 48 48%

3 AVERAGE 26 26%

4 BAD 2 2%

5 VERY BAD 0 0%

TOTAL 100 100%


ANALYSIS

The above table shows that 48 respondents were rated good for store layout and other facilities of Big

Bazaar kasragod.24 respondents were rated very good and 26 were rated good for the store layout and

other facilities of Big Bazaar.

GRAPH 4.16

Below chart will shows the customer‘s rating for store layout and other facilities


INTERPRETATION

From the above data we can see thatmost of the customers feels good about the store layout and facilities

of Big Bazaar.

24%

48%

26%

2% 0%

STORE LAYOUT AND OTHER

FECILITIES

1 VERY GOOD

2 GOOD

3 AVERAGE

4 BAD

5 VERY BAD

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TABLE 4.17

CLARITY OF OFFERS AND PRICES


1 YES 62 62%

2 NO 38 38%

TOTAL 100 100%


ANALYSIS

The above table shows that 62 respondents said that offers and prices are clearly displayed in Big

Bazaar.

GRAPH 4.17

Below graph will show the clarity of offers and prices displayed.


INTERPRETATION

From the above data we can understand that 62% of customers are happy with the clarity in

displaying offers and prices at Big Bazaar Kasaragod.

62%

38%

CLARITY IN DISPLAY OF OFFERS

AND PRICES

1 YES

2 NO

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TABLE 4.18

AWARENESS ABOUT THE PROMOTIONAL PROGRAMS


1 YES 54 54%

2 NO 46 46%

TOTAL 100 100%


ANALYSIS

The above table shows that 54 respondents were knows about the promotional programs of Big

Bazaar and remaining 46 were not much aware about the promotional programs

GRAPH 4.18

Below table will show are the customers aware about promotional strategy or not.


INTERPRETATION

From the above chart we can see that 46% of customers were not aware about the promotional strategies

of Big Bazaar Kasaragod.

54%46%

AWARENESS ABOUT THE

PROMOTIONAL PROGRAMS

1 YES

2 NO

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TABLE 4.19

CHANGES IN PURCHASE PATTERN ON THE BASIS OF

PROMOTION AND DISPLAYS


1 YES 59 59%

2 NO 41 41%

TOTAL 100 100%


ANALYSIS

The above table shows that 59 respondents were said that their purchase pattern may change

according to the promotion and displays of products at Big Bazaar.

GRAPH 4.19

Graph no 4.19 shows the changes in purchase pattern on the basis of promotion and displays


INTERPRETATION

From the above chart it is clear that majority(59%) of customer‘s purchase pattern may change on the

basis of promotion and displays at Big Bazaar.

59%

41%

CHANGES IN PURCHASE PATTERN

ON THE BASIS OF PROMOTION AND

DISPLAYS

1 YES

2 NO

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TABLE 4.20

"BIGDAY" SALE IN BB


1 VERY GOOD 31 31%

2 GOOD 47 47%

3 AVERAGE 20 20%

4 BAD 2 2%

5 VERY BAD 0 0%

TOTAL 100 100%


ANALYSIS

The above table shows that 47 respondents were rated good and 31 respondents were rated very

good for the BIGDAY sales in BigBazaar.20 respondents were rated average for the same.

GRAPH 4.20

The below table shows the customer‘s rating about BIGDAY sale in Big Bazaar.


INTERPRETATION

From the above data we can see that 47% of customers were rated good for BIGDAY sale at Big

Bazaar.

31%

47%

20%

2% 0%

"BIGDAY" SALE IN BB

1 VERY GOOD

2 GOOD

3 AVERAGE

4 BAD

5 VERY BAD

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CHAPTER 5

FINDINGS, SUGGESSIONS AND CONCLUSION

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FINDINGS

1) Big Bazaar is located at heart of Kasaragod city so it is easy to everyone to reach the store.

2) Most of the customers are middle class family and they are visiting BB on monthly or twice in a

month.

3) Big Bazaar provides all types of products to customers, but most of the customers are coming to

Big Bazaar for purchasing food items.

4) Majority of customers comes to the store on Wednesdays and weekends.

5) Big Bazaar offers a large verity of merchandise of branded and privet label products. Customers

are choosing both branded and privet label products.

6) The range and availability of merchandise and the competitive offers are the most motivating

factor to purchase from Big Bazaar.

7) The store has a good layout and the arrangement of merchandise helps customers to choose

product.

8) There is a mixture of pre-planned and unplanned customers visit big bazaar. Unplanned

customers are more attract to offers and discounts.

9) Most of customer‘s purchase pattern may change on the basis of promotion and displays.

10) Majority is aware of offers and discounts on time through different Medias, but still a good

portion of regular visitors are not getting information on time. It shows that promotional tools are

effective in nearby areas only

11) The store has a good image on customers because of its product quality and its price

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12) Most of customers are not much happy about the customer benefit programmes and only few

customers are using the profit club card.

13) Most of the customers are very much happy with the BIGDAY sale in Big Bazaar and most of

them are utilizing the opportunity.

14) Most of the customer are happy with the overall performance of Big Bazaar.

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SUGGESTION

Better seating in the store is needed as the elderly customers find it difficult more

around when other family members are shopping

To attract brand choosy people, include more branded products in the category of

products.

Sales people must be trained to interact well with customers and provide relevant

information about the product, so that the client can make a wise buying decision, and it

will help to retain and attract new customers.

In normal days, it is better to provide some offers to its customers so that people would

be encouraged to come to Big Bazaar in normal days. The customers who are present in

the store in normal days will definitely make purchase if surprise offers are made at that

time

Make customer aware about the private labels at Big Bazaar because the customer trust

the brand big bazaar if they come to know that the private labels are from big bazaar

they would definitely purchase more

Assortment in few areas creating the problem of easy flow of customers in the stores. It

should be kept in a well-manner

People from long distance are not aware of offers and discounts on time so they have to

expand their promotional activities

Signage boards are very useful, but sometimes it does not update time or an offer and

the offer is sometimes create confusion on discount, percentages or prices. Signage

board needs to be updated in a timely manner, and should be properly clear information

To inform them using the speaker phone on-site quote, it sounds sometimes cause

irritation customers, not properly understood. Therefore, the time to use visual media

deals and discounts on the floor can be used to display

Through a major complaints about men's and women's fashion clothing customer. Since

Kasaragod is where early adopters of fashion. But the Big Bazaar does not provide

modern dress. Big Bazaar should catch the heart of fashionable clothes for young

people.

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CONCLUSION

The project was carried out as a part of the MBA curriculum and the time duration was 10

weeks. The project enlightened me a lot and also threw light to many unknown and hidden

aspects of the retail industry. The Management and staff of the company were very cooperative

and helped me a lot to carry out the project successfully without any delay

The Big Bazaar an entity of Future Value Retail Ltd. is one of the leading company in India.

The Company is reaching out to all the section of the society as it is creating a hyper market

where not only the rich people shop but also the middle and lower class customer come to enjoy

the whole shopping experience. The primary objective of the study is to evaluate the sales

promotion strategies adopted by Big Bazaar. From the study it is clear that the promotional

strategies adopted by Big Bazaar are more effective. They give many offers to their customers

and it is very effective. A survey will give us many things about the prevailing atmosphere in

the concerned field. As per the objectives of the study a survey is done and the findings and

suggestions are sure to help the company and execute and implement its policies and programs in

the best increase of customers, the organization and society.

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BIBILOGRAPHY

Marketing management—K D Basava

Marketing Management – A. Vinod

Retail Marketing Management - Dravid Gilbert, 2/e, Pearson Education

Consumer Behaviour – Kumar Rajeev, Himalaya Publisher

Websites:

www.bigazaar.com

www.futuregroup.com

www.foodbazaar.com

www.panataloonretail.com

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QUESTIONNAIRES FOR THE CUSTOMER

I Ahammad Shanfar P H doing a project on ―A study on the effective promotional strategy

influencing customers for the products of Big Bazaar Kasaragod” as a part of my MBA

curriculum. I would be grateful to you if you could kindly spare a few minutes for filling this

questionnaire.

Thanking you

NAME :

GENDER : MALE FEMALE

AGE :

1) Monthly income

a) Below 5000

b) 5000 - 15000

c) 15000 - 25000

d) Above 25000

2) Which store will you prefer to purchase a product?

a) BIG BAZAAR

b) METROMART

c) Margin free super markets

d) Other supermarkets

e) Other retail shops

3) Which stores advertisement and promotion is best?

a) BIG BAZAAR

b) METROMART

c) Margin free super markets

d) Other supermarkets

e) Other retail shops

4) How do you rate overall performance of BIG BAZAAR?

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a) very good

b) good

c) average

d) bad

e) very bad

5) How frequently do you visit Big Bazaar?

a) Daily

b) Weekly

c) Monthly

d) Twice a month

e) No particular time

6) Which type of goods do you buy from Big bazaar?

a) Food items

b) Cloths

c) General merchandize

d) Stationery

e) Others

7) Are you coming to BIG BAZAAR with preplan of purchase?

a) Yes

b) No

8) Do you prefer branded products to private labelling (Big bazaar owned products)

a) Branded

b) Privet label

9) How do you know about BIG BAZAAR?

a) TV/Radio

b) Newspaper

c) Word of mouth

d) banners

e) Other media

10) What makes you purchase from BIG BAZAAR?

a) Promotion and discounts/offers

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b) All under one roof

c) Location of the store

d) Price and product quality

e) Others

11) Which day do you choose to purchase?

a) Wednesday

b) Saturday &Sunday

c) Normal days

d) Festival time

e) No particular days

12) How do you rate the price and quality of products as per the advertisement?

a) Very good

b) Good

c) Average

d) Bad

e) Very bad

13) How do you rate customer benefit programmes like profit club card /payback card?

a) very good

b) good

c) average

d) bad

e) very bad

14) Are the arrangements and visualisation of the product are helpful to choose?

a) Yes

b) No

15) How do you rate the arrangements and visualization of products in BIG BAZAAR?

a) Very good

b) Good

c) Average

d) Bad

e) Very bad

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16) How do you rate the store layout and other facilities of big bazaar?

a) Very good

b) Good

c) Average

d) bad

e) very bad

17) Do you think Offers and prices are clearly Displayed in Big Bazaar?

a) Yes

b) No

18) Are you aware about the promotional programs (advertisement, offers etc.) of BIG

BAZAAR?

a) Yes

b) No

19) Does your purchase pattern change by looking at the promotion and displays?

a) Yes

b) No

20) How do you rate BIGDAY sale in Big Bazaar?

a) Very good

b) Good

c) Average

d) bad

e) very bad

SUGGESTIONS

………………………………………………………………………………………………………

………………………………………………………………………………………………………

……

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THANK YOU

Internship Report On “THE EFFECTIVE PROMOTIONAL ...

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