Final Big Bazaar Project Report

1.
INTRODUCTION
Retailing consists of the sale of goods or merchandise from a fixed location, such as a
department store or kiosk, or by post, in small or individual lots for direct
consumption by the purchaser. Retailing may include subordinated services, such as
delivery. Purchasers may be individuals or businesses. In commerce, a retailer buys
goods or products in large quantities from manufacturers or importers, either directly
or through a wholesaler, and then sells smaller quantities to the end-user. Retail
establishments are often called shops or stores. Retailers are at the end of the supply
chain. Manufacturing marketers see the process of retailing as a necessary part of their
overall distribution strategy.
Modern Retail Formats

1. DEPARTMENT STORES
These large stores retail primarily non-food items such as apparel, footwear,
accessories, cosmetics and household products. They stock multiple brands across
product categories, though some of them focus on their own store label (on the lines
of Marks and Spencers and St. Michael). These stores are found on high streets and
as Anchors Tenants of shopping malls. Several local department store chains have
opened shop in India in the past five years.
We believe the convenience factor coupled with the aspirational perception of
shopping in a department store has contributed to their growth. The larger chains of
department stores (Namely Pantaloons, Shoppers Stop, Westside, and Lifestyle)
have presence in the metros.
2. SUPERMARKETS
A supermarket is a store, which is more of a large self-service grocery store selling
groceries and dairy products and household goods that are consumed regularly.
These are neighborhood stores offering home and personal care products and food
products that a typical household consumes on a day to day basis. These stores are
often part of a chain that owns or controls (sometimes by franchise) other
supermarkets located in the same or other towns; increasing the opportunities for
economies of scale. These stores offer convenience of shopping by making available
BHARATESH EDUCATION TRUSTS GLOBAL BUSINESS SCHOOL
a large variety of products at one place. Some of the well-known supermarket chain
includes Food Bazaar, Nilgiris, Food World, Apna Bazaar, and Trinethra etc.
3. HYPERMARKET
A hypermarket is a store, which combines a supermarket and a department store. The
result is a retail facility, which carries an enormous, range of products under one
roof, including full lines of fresh groceries and apparel. It is a large format store that
aims at retail consolidation by being a single point contact between the brand owners
and customers
They are planned, constructed, and executed in a manner that a consumer can ideally
satisfy all of their routine weekly shopping needs in one trip to the hypermarket.
This is possible because of economies of large scale operations. Big Bazaar,
Spencers, Star India Bazaar are examples of hypermarket formats.
4. SEAMLESS MALL
Seamless malls are a format, which is relatively new in India. In this format, various
brands operate their retail areas without any wall between them, providing a
seamless shopping experience. This makes it possible for shoppers to compare
brands with ease while they shop. We believe this also means that the store can
reallocate space more easily based on merchandise/brand performance and customer
feedback. Besides offering apparels, accessories and lifestyle products these malls
are also equipped with entertainment and leisure facilities. Central is an example of a
seamless mall.
5. SPECIALITY STORES
Specialty stores as the name suggests are stores that specializes in a particular
offering. A specialty store carries a deep assortment within a narrow line of goods.
Furniture stores, florists, sporting-goods stores, and bookstores are all specialty
stores. Examples of speciality stores in India would include Planet Sports, Vijay
Sales, Planet M, Music world, Crossword, etc
1.1Background of the study

Sales Promotion
Sales promotion is one of the five aspects of the promotional mix. (The other 4 parts
of the promotional mix are advertising, personal selling, direct marketing and
publicity/public relations.) Media and non-media marketing communication are
employed for a pre-determined, limited time to increase consumer demand, stimulate
market demand or improve product availability. Examples include contests, coupons,
freebies, loss leaders, point of purchase displays, premiums, prizes, product samples,
and rebates
Sales promotions can be directed at the customer, sales staff or distribution channel
members (such as retailers). Sales promotions targeted at the consumer are called
consumer sales promotions. Sales promotions targeted at retailers and wholesale are
called trade sales promotions.
Sales promotion includes several communications activities that attempt to provide
added value or incentives to consumers, wholesalers, retailers, or other organizational
customers to stimulate immediate sales. These efforts can attempt to stimulate product
interest, trial, or purchase. Examples of devices used in sales promotion include
coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and
sweepstakes.
Sales promotion is needed to attract new customers, to hold present customers, to
counteract competition, and to take advantage of opportunities that are revealed by
market research. It is made up of activities, both outside and inside activities, to
enhance company sales. Outside sales promotion activities include advertising,
publicity, public relations activities, and special sales events. Inside sales promotion
activities includes window displays, product and promotional material display and
promotional programs such as premium awards and contests.
Consumer sales promotion types

Short term sales to achieve a short term objectives
Price deal: A temporary reduction in the price, such as 50% off.
Loyal Reward Program: Consumers collect points, miles, or credits for purchases
and redeem them for rewards.

Cents-off deal: Offers a brand at a lower price. Price reduction may be a
percentage marked on the package.

Price-pack/Bonus packs deal: The packaging offers a consumer a certain
percentage more of the product for the same price (for example, 25 percent extra).
This is another type of deal in which customers are offered more of the product
for the same price. The purchase of a bonus pack, however, is not always
beneficial for the consumer. Sometimes consumers will end up spending money on
an item they would not normally buy had it not been in a bonus pack. As a result,
items bought in a bonus pack are often wasted and is viewed as a loss for the
consumer.
Coupons: coupons have become a standard mechanism for sales promotions.
Loss leader: the price of a popular product is temporarily reduced below cost in
order to stimulate other profitable sales

Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper
for delivery.
Checkout dispensers: On checkout the customer is given a coupon based on
products purchased.
Mobile couponing: Coupons are available on a mobile phone. Consumers show
the offer on a mobile phone to a salesperson for redemption.

Online interactive promotion game: Consumers play an interactive game
associated with the promoted product.

Rebates: Consumers are offered money back if the receipt and barcode are mailed
to the producer.
Contests/sweepstakes/games: The consumer is automatically entered into the
event by purchasing the product.
Point-of-sale displays:Aisle interrupter: A sign that juts into the aisle from the shelf.
Dangler: A sign that sways when a consumer walks by it.
Dump bin: A bin full of products dumped inside.
Bidding portals: Getting prospects
Glorifier: A small stage that elevates a product above other products.
Wobbler: A sign that jiggles.
Lipstick Board: A board on which messages are written in crayon.
Necker: A coupon placed on the 'neck' of a bottle.
YES unit: "your extra salesperson" is a pull-out fact sheet.
Electroluminescent: Solar-powered, animated light in motion.
Kids eat free specials: Offers a discount on the total dining bill by offering 1 free
kids meal with each regular meal purchased.

Sampling: Consumers get one sample for free, after their trial and then could
decide whether to buy or not.
Big Bazaar
Sales promotional activities of Big Bazaar
Wednesday Bazaar
The concept of Wednesday Bazaar was promoted as 'Hafte Ka Sabse Sasta Din'
(Cheapest Day of the Week). Initiated in January 2007, the idea behind this scheme
was to draw customers to stores on Wednesdays, the day when consumer presence is
usually less. According to the chain, the aim of the concept was 'to give homemakers
the power to save the most'.
Maha Bachat
The concept of 'Maha Bachat' (Mega Saving) was introduced in the year 2006 as a
single day campaign with promotional offers across the company outlets. Over the
years, the concept has grown to become a six-day biannual campaign. During the
campaign, offers are given in all the value formats including Big Bazaar, Food
Bazaar, Electronic Bazaar, Furniture Bazaar, Fashion bazaar.
The Great Exchange Offer
Introduced on 12 February 2009, 'The Great Exchange Offer' allows customers to
exchange their old goods for Big Bazaar coupons. The coupons can be redeemed later
for buying brand new goods from Big Bazaar outlets across the nation.
All three scheme are active till date 2015
1.2 Statement of problem:
The project entitled topic is A study on Impact of sales promotional strategies on

customers at Big Bazaar, Belagavi. It focuses on sales promotion and behaviors of
customers towards sales promotional activities.
1.2Objectives of the project

1)
2)
3)
4)
To study customer awareness of sales promotion strategies at Big Bazaar

To study different offers given on different departments.
To study the factors influence customer buying behavior at Big Bazaar.
To know different mean of communicating sales promotion at offers by Big
Bazaar.
2 LITERATURE REVIEW
Pierre Chandon, Brian Wansink, Gilles Laurent (2000), Are monetary savings the
only explanation for consumer response to a sales promotion? If not, how do the
different consumer benefits of a sales promotion influence its effectiveness? To
address the first question, this research builds a framework of the multiple consumer
benefits of a sales promotion. Through a series of measurement studies, the authors
find that monetary and nonmonetary promotions provide consumers with different
levels of three hedonic benefits (opportunities for value expression, entertainment,
and exploration) and three utilitarian benefits (savings, higher product quality, and
improved shopping convenience). To address the second question, the authors develop
a benefit congruency framework, which argues that a sales promotions effectiveness
is determined by the utilitarian or hedonic nature of the benefits it delivers and the
congruence these benefits have with the promoted product. Among other results, two
choice experiments show that, as predicted for high-equity brands, monetary
promotions are more effective for utilitarian products than for hedonic products. The
authors then discuss the implications of the multibenefit and the benefit congruency
frameworks for understanding consumer responses to sales promotions, reexamining
the value of everyday-low-price policies, and designing more effective sales
promotions.
Rajkumar Venkatesan, (January2001) the authors assess how and why retailercustomized coupon campaigns affect customer purchases. The conceptual model
proposes effects on trip incidence and revenues through the mere exposure to
campaigns (exposure effect) and the redemption of coupons (redemption effect). The
authors propose monetary savings of the coupons, regularity of the campaigns, and
coupon fit with customer preferences as moderators. Analysis of data from a group of
regional grocery chains that were part of a quasi experiment demonstrates that
retailer-customized coupon campaigns have a positive exposure and redemption effect
on customer purchases. Mere exposure to customized coupon campaigns contributes
more than coupon redemption to campaign returns. Consistent with theoretical
expectations, customized coupon campaigns are more effective if they provide more
discounts, are unexpected, and are positioned as specially selected for and customized
to consumer preferences. The substantial exposure effects suggest that managers
should look beyond redemption rates and also consider sales lift from nonredeemers
when measuring the effectiveness of customized coupon campaigns
De Liu, Xianjun Geng, (October 2007) A consumer contest is a sales promotion
technique that requires participants to apply certain skills as they compete for prizes
or awards. This article is the first to employ a game-theoretical approach to
investigate consumer contest design issues, including prize structure, segmentation,
and handicapping. First, the authors find that both skill distribution and the number of
contestants play an important role in determining the optimal prize structure in
consumer contests. Specifically, if the skill distribution has the increasing hazard-rate
property, it is optimal for a marketer to use a winner-take-all design. In large contests,
for the winner-take-all approach to be optimal, it suffices to have the increasing
hazard-rate property only at the high end of the skill distribution. Second, increasing
contest size is beneficial to the marketer. Third, a less dispersive skill distribution
leads to higher consumption by consumers at all skill levels and thus is beneficial to
the marketer. The marketer may achieve less dispersive skill distributions by (1)
segmenting or screening contestants according to their skill levels and (2) adopting a
performance evaluation scheme that handicaps high-skilled contestants.
Yuping Liu(Oct 2007), Despite the prevalent use of loyalty programs, there is limited
evidence on the long-term effects of such programs, and their effectiveness is not well
established. The current research examines the long-term impact of a loyalty program
on consumers usage levels and their exclusive loyalty to the firm. Using longitudinal
data from a convenience store franchise, the study shows that consumers who were
heavy buyers at the beginning of a loyalty program were most likely to claim their
qualified rewards, but the program did not prompt them to change their purchase
behavior. In contrast, consumers whose initial patronage levels were low or moderate
gradually purchased more and became more loyal to the firm. For light buyers, the
loyalty program broadened their relationship with the firm into other business areas.
The findings suggest a need to consider consumer idiosyncrasies when studying
loyalty programs and illustrate consumers co creation of value in the marketing
process
Amar cheema, (August 2008) three studies demonstrate that the framing of
redemption windows as expansive or restrictive, with the actual length of the window
held constant influences consumers' evaluations of sales promotions. When feasibility
concerns are highlighted (i.e., an implemental mind-set), consumers prefer the
expansive (anytime) to the restrictive (only) frame. However, consumers in a
deliberative mind-set prefer the restrictive (only) frame to the expansive (anytime)
frame. Study 1 reveals that whereas the former consumers attend more to their ability
to redeem the offer, the latter are influenced more by the precision of the offer. Study
2 highlights the mediating role of these inferences on consumers' likelihood of taking
advantage of the offer. Study 3 demonstrates the impact of these frames on real-world
coupon redemption. The authors conclude with a discussion of the scope of this
framing effect, the implications of the findings, and directions for further research.
Harald J. van Heerde (October 2008) Although retail price wars have received much
business press and some research attention, it is unclear how they affect consumer
purchase behavior. This article studies an unprecedented price war in Dutch grocery
retailing that started in fall 2003, initiated by the market leader to halt its sliding
market share. The authors investigate the short- and long-term effects of the price war
on store visits, on spending, and on the sensitivity of these decisions to weekly prices
and price image. They use a unique data set with consumer hand-scan and perceptual
data for a national panel of 1821 households, covering two years before and two years
after the price war started. Although the price war initially entailed more shopping
around and increased spending, spending per visit ultimately dropped because
consumers redistributed their purchases across stores. The price war made consumers
more sensitive to weekly prices and price image, which helped both the chain that
showed an improvement in price image (the price war initiator) and the chains that
already had a favorable price image (hard discounters). The price war initiator
managed to halt the slide in its market share, and its stock price improved. The losers
were the rival mid-level and high-end chains. Unlike the initiator, their price image
did not improve, and they suffered from increased price image sensitivity. The authors
provide managerial implications for firms that are (or about to be) involved in a price
war.
Ajay Kalra (April 2010) Sweepstakes and contests are some of the most frequently
used promotional tools. Consumers participating in sweepstakes or contests have an
opportunity to win prizes through a random draw. The authors examine how
commonly used sweepstakes formats that vary in the number of winners and the
allocation of the total reward money among the winners affect consumer valuations of
the promotion. Given a fixed amount of reward money, the authors examine
alternative reward formats based on the promotional objectives, consumer risk
aversion, and degree of subadditivity. They test the analytical results using an
experimental approach
Arul Mishra, (February 2011) The authors find that consumers prefer a bonus pack to
a price discount for virtue foods but they prefer a price discount to a bonus pack for
vice foods. Prior research has shown that, all else being equal, consumers prefer
bonus packs to price discounts. The authors propose that this preference does not hold
for vice food, because consumers cannot generate good justifications for buying such
food when a bonus pack is offered because this would mean consuming more of the
vice. However, a price discount on a vice food can be justified because it acts as a
guilt-mitigating mechanism. For virtue foods, the absence of both anticipated
postconsumption guilt and the resultant need to justify leads consumers to prefer a
bonus pack to a price discount. The authors demonstrate the proposed effect and test
its underlying process across five experiments.
Yuma, kusum L. Ailawadi, Dinesh k. Gauri, Dhruv Grewal(March 2011)
The authors empirically examine the effect of gas prices on grocery shopping
behavior using Information Resources Inc. panel data from 2006 to 2008, which track
panelists' purchases of almost 300 product categories across multiple retail formats.
The authors quantify the impact on consumers' total spending and examine the
potential avenues for savings when consumers shift from one retail format to another,
from national brands to private labels, from regular-priced to promotional products,
and from higher to lower price tiers. They find a substantial negative effect on
shopping frequency and purchase volume and shifts away from grocery and toward
supercenter formats. A greater shift occurs from regular-priced national brands to
promoted ones than to private labels, and among national brand purchasers, bottomtier brands lose share, midtier brands gain share, and top-tier brand share is relatively
unaffected. The analysis also controls for general economic conditions and shows that
gas prices have a much larger impact on grocery shopping behavior than broad
economic factors.
Julion Laran, Michael Tsiros, ( March 2013) The authors provide a framework to
predict when uncertainty will have a beneficial or detrimental impact on marketing
promotions involving free gifts. Whereas uncertainty (i.e., not knowing which free
gift will be offered) decreases purchase likelihood when the decision is cognitive, it
increases purchase likelihood when the decision is affective. Using field and
laboratory studies, the authors demonstrate that when the decision involves affect,
people like to be surprised and appreciate uncertainty in the purchase process. When
the decision is cognitive, consumers appreciate having information about the product
offer. This research has both theoretical implications for research on affect and
uncertainty and practical implications for marketing managers designing and
Aylin Aydini,(July 2014) Managers and academics often think of price promotions
merely as incentives that entice consumers to accept offers that they might not have
considered otherwise. Yet the prospect of paying a lower price for a product of given
quality can also discourage deliberation, in a sense dumbing down the purchase
encounter by making it less consequential. The authors examine this possibility in a
dual-system theory of consumer behavior. Specifically, they argue that price
promotion lowers a consumer's motivation to exert mental effort, in which case
purchase decisions are guided less by extensive information processing and more by a
quicker, easier, strong conditioner of preference: affect. Field data from a large daily
deal company and four controlled experiments support this idea and document its
implications primarily for product choice, in turn providing insight into the form and
cause of brand switching that manufacturers and retailers can leverage to improve the
allocation of promotional budgets and category management.
Donald J. Lund and Detelina Marinova (September2014) Increased internal pressure
to make marketing accountable, combined with market pressure from the proliferation
of new service delivery channels, requires retailers to better understand the
differential impacts of marketing efforts across channels now more than ever. In this
article, the authors (1) develop and test a theoretically grounded framework for the
interplay of objective service performance and direct marketing in shaping retail
revenue over time through two distinct service delivery channels (on-site and remote)
and (2) conceptualize service delivery channelspecific services capes as facilitative
mechanisms for the effectiveness of objective service performance and direct
marketing. The authors test the conceptual framework with multisource data from a
major national pizza retailer comprising a field study based on a time series of 223
weeks across five stores of objective marketing and performance data (delivery time)
and a cross-sectional survey of the retailer's customers. They find that objective
service performance and direct marketing interact by exhibiting a trade-off effect
contingent on specific aspects of the services cape. When both objective service
performance and direct marketing levels are high, services cape quality design
perceptions alleviate the trade-off effect in on-site delivery channels, and services
cape time/effort cost perceptions do so in remote delivery channels. The authors
conclude with a discussion of implications for research and practice.
Sascha
Alavi,
Torsten
Bornemann,
and
Jan
Wieseke
(March
2015)
In the context of price discounts, a special type of price promotion, in which savings
depend on the outcome of a gamble and are thus uncertain, has recently achieved
some popularity. The question arises as to whether such gambled price discounts
(GPDs) incur the negative reference price effectthat is, a downward shift in
customers' internal reference price (IRP)which is often associated with regular
price discounts (RPDs). From several studies, including two longitudinal field
experiments, the authors find that GPDs indeed alleviate the negative reference price
effect: IRPs and actual repurchasing tend to be lower for RPDs than for GPDs and a
no-discount control condition. Moreover, the authors explore the psychological
underpinnings of these effects and show that the different consequences of GPDs
versus RPDs on IRPs are more pronounced if information regarding product quality is
limited. The authors demonstrate that findings are robust to variations of GPD
discount levels and the probability of winning.
3 RESEARCH METHODOLOGY
Research means a systematic investigation. It is quest for knowledge Research may be
defined as a process of knowing new facts and verifying old ones by application of
scientific to a natural or social phenomenon.
3.1 RESEARCH DESIGN:
Population of the study: Population who shop at Big Bazaar and field survey.
Sample size: 237 respondents
Research instrument: A structured questionnaire comprising of both open ended and
close ended questions.
3.2 SAMPLING Design

Since the study is restricted to Retail sector, all the functional departments of Big
Bazaar and the respondents are found at the store only so according to the
convenience they are being picked so sampling method is used in this study is
convenience sampling.
3.2 Survey Method

Sample size
: 237
Sampling Method
: Convenience Sampling
Sample Unit
Measuring Tool
: Customers of Big Bazaar

: Questionnaire
3.3 DATA SOURCES

Market research requires two types of data i.e. primary data and Secondary data.
Primary data has been used abundantly for the study. Well structured questionnaires
were questions and observation has also done to gather primary information.
There is also a use of secondary data collected from the various journals, books, and
websites & from company managers.
Primary data:
Field Survey via Questionnaire
Secondary data:
Journals, Articles and Company website
3.4 Hypothesis:
With respect to A study on Impact of sales promotion strategies on customers at Big
Bazaar, Belagavi the following null and alternative hypotheses are postulated as
below:
1. H0 : There is no significant impact of Discount as a promotional strategy on
customers at Big Bazaar.
H1: There is a significant impact of Discount as a promotional Strategy on
customers at Big Bazaar.
Data Analysis Tools:

SPSS Software
Microsoft Excel and Word
3.6 Limitation of the study
As customers were reluctant and scared to provide actual information,
response is likely to be biased in some cases.

Misinterpretation of questions due to language barrier with some of the
respondents
4. COMPANY PROFILE
Company Profile assists individual investors, managers and companies in evaluating
opportunities, trends, market innovations, and selecting appropriate information
solutions in order to make effective decisions. It elaborates companys business
structure and operations, products and services, awards and achievements, SWOT
analysis, etc
3-C Theory: According to kishore Biyanis 3-C theory, Changed and Confidence
among the entire population is leading to rise in Consumption, through better
employment and income which in turn is creating value to the agriculture products
across the country. Big Bazaar has divided India into three segments:
India One: Consuming class which includes upper middle and lower middle
class (14% of Indias population)

India two: Serving class which includes people like drivers, household helps,
office peons, liftmen, washer men, etc (55% of Indias population) and
India three: Struggling class (remaining 31% of Indias population)
While Big Bazaar is targeted at the population across India one and India two
segments, Aadhaar Wholesale is aimed at reaching the population in India three
segment. With this, Future Group emerged as a retail destination for consumers across
all classes in the Indian society.
Most Big Bazaar stores are multi- level and are located in stand- alone buildings in
city centers as well as within shopping malls. These stores offer over 200,000 SKUs
in a wide range of categories led primarily by fashion and food products.
Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and
is now present within every Big Bazaar as well as in independent locations. A typical
Big Bazaar is spread across around 50,000 square feet (4,600m 2) of retail space.
While the larger metropolises have Big Bazaar Family centers measuring between
75,000 square feet and 160,000 square feet, Big Bazaar Express stores in smaller
towns measure around 30,000 square feet.
Big Bazaar has the facility to purchase products online through its official web page
and offers free shipping on some of their products.
NATURE OF THE BUSINESS CARRIED
The business carried out by the Big Bazaar is retailing. Big Bazaar is the top retail
store in India. Big Bazaar is meant for the middle class people who give value for
their money.
Retailing is the business activity of selling goods or services to the final customer.
Some of the departments are:
1. Furniture Bazaar.
2. Electronic Bazaar.
3. Jeweller (navaras bazaar)

4. Food Bazaar.
Belgavi Big Bazaar profile

Name
BIG BAZAAR (Division of Future value Retail ltd.)
Address
S.No.28/3-B
Khanapur road, Angol, Tilakwadi,
Belagavi
Established
19 June 2007
Nature
Retail Business
Chairman
Kishore Biyani
Store Manager
Marri Kiran Kumar
Work force Belgaum :
172
Store Buildup Area
57,400 square feet
Total Retail Area
32,889 square feet
4.1 Historical Background

1987 : Company Incorporated
1987 : The Pantaloon Trouser First formal trouser brand launched
1991 : BARE - Indian Jeans brand launched
1994 : Distribution of branded garments through multi-brand retail outlets
Across nation and exports of garments
1995 : The Pantaloon Shoppe exclusive menswear store in franchise
Format launched across nation
1999 : Pantaloons Pantaloons store launched
2001 : Big Bazaar- Indian Hypermarket launched

2002 : Food Bazaar- Whole sale supermarket launched
2002 : Gold Bazaar we forayed into gold retailing
2004 : Central First seamless mall launched in India
2005 :Fashion Station A thematic store launched and all our first Exclusive store
dedicated to plus size people launched
2007: Future Group crosses$1 billion turnover mark. Specialized companies in retail
media, logistics, IPR and brand development and retail-led technology services
become operational.
Pantaloon Retail wins the International Retailer of the Year at US-based National
Retail Federation convention in New York and Emerging Retailer of the Year award at
the World Retail Congress held in Barcelona Futurebazaar.com becomes Indias most
popular shopping portal.
2008: Future Capital Holdings becomes the second group company to make a
successful Initial Public Offering in the Indian capital markets. Big Bazaar crosses
the 100-store mark, marking one of the fastest ever expansions of a hypermarket
format anywhere in the world. Total operational retail space crosses 10 million square
feet mark.
4.2
Vision and Mission
Vision:
Shall deliver Everything, Everywhere, Every time for every Indian Consumer in the
most profitable manner
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.
CORE VALUES
Indianness: Confidence in ourselves.
Leadership: To be a leader, both in thought and business.
Respect and 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 and Positivity: Simplicity and positivity in our thought, business and
action.
Adaptability: To be flexible and adaptable, to meet challenges.
Flow: To respect and understand the universal laws of nature.

They also believe in Garv se bolo hum kanjus he
4.3 ORGANIZATIONAL STRUCTURE:
Its a part of framework in which the activities of the organizations members are
coordinated. The four basic structural forms are the functional form, divisional
structure, matrix structure and network structure.
There are 2 departments and 8 assistant department managers in this store like
Electronic dept, Depot dept, Mobile Bazaar Dept, Star sitar Dept, PUC Dept, Ladies
Dept, Mens Dept, Furniture Dept, Footwear Dept, and Home Dcor Dept. Each
department will be
Assigned with targets which have to be achieved within the assigned period that may
be of Daily, Weekly, monthly and yearly.
Each department has a department Manager & Assist DM. Their job is
concerned mainly with sales. They look after customers orders delivery post sales
service if any etc. All Dept managers ADM, Team members work under coordination
& cooperation
Administration:
Store administration comes under Store Manager its functions are store maintenance,
House Keeping, Security etc.
Logistics:
This department is responsible for the stock receiving, verifying, making inward and
send it to the concerned departments. Scanning the all products with the help of pos
machine.
Information Technology:
This department is responsible for the maintenance of the systems of the stores. All
billing machines their functioning networking with the master machine etc. If there is
any problem with the machine then this department comes into function.
Cashing Dept:
This department is responsible for the collection of sales amount i.e. cash sales, Credit
sales, etc under this department all billing machines of the stores comes. The sales
amount collected throughout the day by the cashiers has to be submitted to this
department.
Marketing Executive
This dept is responsible for the marketing of the store in different media like
Television, Newspaper, and Holdings etc. the authorized person has to visit different
companies and has to look after for tie-ups etc.
Visual Merchandise:
This department is responsible for the product arrangement at the store with respect to
their nature. The basic function of this dept is it divides the store into some
departments based on the nature of the product and within the department it decides
how the products should be arranged by keeping in mind the customer should not
suffer.
HR Executive:
Human Resource executive mainly look after employees mainly their problems. This
department performs the functions like Recruitment, Selection, Training and
development.
Maintenance department:
This department is responsible for the stores complete maintenance such as electricity
generator lift and so on.
Administration department:
This department is responsible for the monitoring housekeeping, security and legal
license.
MARKETING DEPARTMENT
Big Bazaar has been credited with some of the biggest consumer campaigns in the
history of Indian retail. In celebration of republic day big bazaar created a shopping
bonanza called sabase saste 3 din this has become an national event that attracts
millions of customers eager to benefit from the once in- a year smart deals .In
January 2015 ,the 3 day event generated sales worth Rs 600 core in 120 big bazaar
stores .15th august Indias independence day is billed as the maha saving day .so
successful has become that to cater to rush big bazaar stores in many cities stay open
till midnight. Wednesday bazaar is the hafte ka sabse sasta din .It was initially created
with the intent of decongesting weekends and driving footfalls on weekdays .As it
transpired most big bazaar stores now attracts as many customers on Wednesday as
they do on weekends.
HUMAN RESOURCE :( Headed by-Mr.Somshekar B)
Big Bazaar has a very young and energetic organization with average
employee age being 32 years. They believe that service is our core philosophy and
people are our most important resources. Their attempt has always been to create an
environment where our employees feel pride of being called Pantaloonians
Resource Human in Big Bazaar is very well managed.
The following are the activities undertaken by the human resource department in the
concern with the management
Training:
There are 172 employees working in Belgaum Big Bazaar including
Direct workers (Store manger to housekeeping), promoters and part time workers.
Retailing knowledge is developed in the employees through Training period is for one
month after selection. The employees are trained in various fields which gives scope
for Job Rotation. This prevents monotony & boredom of job.
Performance Appraisal:
Performance Management: Appraisal, Rewards and Recognition
The organizations Compensation philosophy is Pay for Performance, promote for
potential
Big Bazaars compensation policy is performance based. From time to time

employees who have met or exceeded performance standards are awarded bonuses.
Big Bazaars employees post retirement benefits include a provident fund and a
gratuity. The relevant statutory authorities have approved both the provident fund and
the Gratuity. Pantaloon Retail (India) Limited have set up a Pantaloon Foundationan employee welfare fund with effect from August 2004. The fund provides financial
assistance in all cases wherein the employee seeks the Companys financial support in
medical emergency for him/herself or their families. The contribution to the fund is
voluntary.
Store layout and various departments:
This store is of two floors and divided into 2 levels based on the nature of products.
There are 21 departments in this store and 157 Human Resource employed. As this
store is big enough with 2 levels and 21 departments has long product range and
product depth. Once a customer gets inside the store he will find all kinds of products
available that may be Food item, Cosmetic, Electronic, Garments, Furniture etc.
Because of these features it has a very good reputation in that area and customers who
are residing far away and in other areas they also visit the store.
Awards and rewards:

Every month there is award given to best employee of that month & also to the Best
Department of the month. A gift voucher of Rs1000 is given to the best employee of
the month. The employees performance, sincerity, punctuality is taken into
consideration.
Retention strategy:
They strive to foster a feeling of well being in their employees through care and
respect, they have several structured processes including employee mentoring and
grievance management programmes which are intended to facilitate a friendly and
cohesive organization culture. Off-site activities & various competitions & matches
are encouraged to improve inter-personal relationship.
WORKING SHIFTS:
In Big Bazaar there are 2 shifts in which the employee has to work
First shift
Second shift
10 am to7 pm(majority are females)

12.30am to 9.30 pm
WEEK OFF:
Every employee gets a holiday for one day in a week .A list of every employee is
made on which day the employee can take a holiday. Employees are also empowered
to adjust their holiday according to their convenience in the case of emergency or
according to their necessaries.
Meetings- Meetings of all the employees are conducted at frequent intervals on every
Saturday morning, and discussion on various aspects of the organizational operations,
employee problems, customer problems are considered.
Softwares used in Big Bazaar BelagaviSparsha This software used by the HR executive and employees of the BB Belgaum
for the attendance and salary purpose.
Sap- This software used by the big bazaar such as category management and logistics
department for releasing po, verifying margin, ordered products and sending debit
note.
Pos machine- This machine is used by the logistics and cash counters for verifying
accurate mrp, and finding out mismatch products.
Billing machine- This machine used by the cash counters.
Samadhan- This software is used to find the points in payback loyalty card.
Sahayog- This software is used to find the details of profit club membership.
Payback This software is used to add pay back card at CSD (Customer service
Desk) if its not added at cash counter.
FINANCE DEPARTMENT:
Cash flow management:
The Billing is done at various billing counters in different floors
Cash Flow is monitored through the main server in the Back office & this server is
connected to its main server in Zonal office Bangalore.
Other operations
Price & billing is done at various departments & is registered through bar codes
After the billing is done each eatable items and non eatable items are packed
separately in the carry bags depending upon the nature of the products and
chances of damage. .
Each carry bag is sealed with plastic tags in other to avoid manipulation.
There is one express counter on each floor that is if the products are less than ten
and only cash payments then billing is done at this counter
Organization Structure
The organization designee in Big Bazaar is pyramid structure where the orders flow
from higher level to lower level. There is staff Organization practiced in Big Bazaar
where the orders flow from the top of the hierarchy and also the suggestion flow from
lower level to higher level
4.4Product /Service profile:

The infrastructure consists of three floors and a basement Back office at ground floor
and building is fully equipped with AC (Air Cooler), music facility for entertainment
of Customers
1. Homeopathy & Ayurvedic
2. Cosmetic products
3. Watches and Sunglass
4. Mens, Ladies & Kids wears
5. Foot wears
6. Jewelries
7. Electronics
8. Furnitures
9. Plastic Items
10. Vegetables and Fruits
11. Toys and depot(music, stationary, books)
4.5 Area of operation-Global/National/Regional:

Currently Big Bazaar stores are located only in India. It is the biggest and the fastest
growing chain of department store and aims to have 173 by June 2011 and 350 stores
by the end of year 2011.
Ownership pattern
Pantaloon Industries Limited (PIL) was incorporated under the Companies Act,
1956 on July 15, 1987 and has its registered office at Pantaloon Knowledge House,
Shyam Nagar, off Jogeshwari-Vikhroli Road, Jogeshwari (East), Mumbai 400 060.
The main activities of Pantaloon Industries Limited are to set up textile units and
manufacturing and marketing of fabrics and readymade garments.
Post
Managing Director
Director
Whole-time Director
Chairman
Director
Director
Director
Director
Director
Company Secretary
S. No
1
Name
Kishore Biyani
Gopikishan Biyani
Rakesh Biyani
Shailesh Haribhakti
S Doreswamy
Darlie Koshy
Anil Harish
Bala Deshpande
Vijaykumar Chopra
Deepak Tanna
Name of the Shareholder

Promoters
No.
of Percentage of
shares
Holding
22,82,270 38.95
Banks, Financial Institutions, Insurance

2
Companies (Central/State Govt.
17,03,600 29.07
Institutions/non-Government Inst)
3
Private Bodies Corporate
9,48,665
16.19
Resident Individuals/ NRIs/OCBs
9,14,860
15.61
5
6
Others
Mutual Funds and UTI
Total
7,730
0.13
2,295
0.04
58,59,420 100
Board of Directors (Future Group):

Mr. Kishore Biyani,
Managing Director
Mr. Gopikishan Biyani,
Whole time Director
Mr. Rakesh Biyani,
Whole time Director
Mr. Vijay Biyani,
Whole time Director
Mr. Shailesh Haribhakti,
Independent Director
4.6 Business practices:

The various kinds of promotions carried out in big bazaar are as follows:
Wednesday Bazaar
Big Bazaar introduced the Wednesday Bazaar concept and promoted it as Hafte Ka
sabse Sasta Din It was mainly to draw customers to the stores on Wednesdays, when
least number of customers is observed. According to the chain the aim of the concept
is to give homemakers the power to save the most and even the stores in the city don
a fresh look to make customers feel that it is their day.
Sabse Sasta Din
Big Bazaar introduced the concept of Sabse Sasta Din. The idea was to simply
create a day in a year that truly belonged to Big Bazaar. This was launched on January
26, 2006 and the result was exceptional that police had to come in to control the
mammoth crowd. The concept was such a huge hit that the offer was increased from
one day to three days in 2009 (24 to 26 Jan) and to five days in 2011 (22-26Jan) And
23-27Jan in 2013 and 13-17 Aug 2014
Maha Bachat
Maha Bachat was started off in 2006 as a single day campaign with attractive
promotional offers across all Big Bazaar stores. Over the years it has grown into a 6
days biannual campaign. It has attractive offers in all its value formats such as Big
Bazaar, Food bazaar, Electronic Bazaar and Furniture Bazaar- catering to the entire
needs of a consumer
The Great Exchange offer
On February 12, 2009 Big Bazaar launched The Great Exchange Offer through
with the customers can exchange their old goods in for Big Bazaar Coupons Later,
consumers can redeem these coupons for brand new goods across the nation
4.7 Current Status

Big Bazaar has revolutionized the retail business and it continues to do so. With over
40000plus products in its shelf to offer to customers, it has been making all its efforts
to attract customers in all the possible ways.
Most influential promotional strategies presently for big bazaar are the exchange
offer, 5 day maha bachat and Wednesday bazaar.
To be competitive and change accordingly big bazaar ha been introducing new

strategies on extra percentage off during the Wednesday bazaar. It has also recently
brought weekend crazy deals and happy hour deals throughout the day.
4.8 Future plans:

The Company would continue to pursue its aggressive growth to strengthen its
position as a leading player in the consumption space in India, with an aim to capture
increasing share of the consumer is wallet. The Company would continue with its
expansion plans and would continue to increase its presence on a pan-India basis by
opening more retail outlets in tier 2 and tier 3 cities and by further strengthening its
position in key metro cities .The Company has planned to increase its operating retail
space from around 8million square feet currently to around 12 million square feet by
FY08-09. The various subsidiary companies of the Company, which have been
created to cater to various consumption categories, are currently in initial set-up
phase. Most of them will come into their own, pursuing aggressive growth plans to
achieve scale and garner increasing market share. The Company will also be able to
unlock value out of these businesses by listing these subsidiary companies, and
partnering with strategic partners in them, at an appropriate time .The Company,
operating in the consumption space, has added IT services and education to its
portfolio of businesses, apart from the existing consumer finance, insurance, media,
logistics and brand businesses. All these businesses will help in capitalizing on the
synergies with the retail business to further enhance share holders wealth.
Competitors Information:
Reliance Fresh. (Is headed by Mukesh Ambani).
More (Aditya Birla Group).
Spencer's Retail (It is owned by the RPG group).
THE VARIOUS DEPARTMENTS IN BIG BAZAAR (Belgavi)

The Big Bazaar situated in Belgaum was inaugurated on 5th September, 2007 on the
occasion of Ganesh Chaturthi. It is located near 2nd gate Tilakwadi, Khanapur Road. It
consists of three floors and a basement Back office. The number of departments in
Big Bazaar is as follow
GROUND FLOOR
A. NBD (New Business Development)
Watches
Fashion Jewellery
Sunglasses
Auto accessories
Car audio systems
C. Sitra
Casmetics
Fregrances
Herbals
Pharmaceuticals
B. Gold Bazaar
Navras Gold Jewellery (this is a separate
unit not related 25000of companies to Big
Bazaar they share profits on percentage
basis)
D. Shrinagar
Bangles
Jewellery sets
Bracelets
Hair Accessories
Bindies
Chins
Apparels Department
A. Ladies wear
Dress materials
Under garments
Night wear
Western wears
B.
cessories
Mens wear
Formal shirts& pants
Casual shirts& pants
Party wears
Fabrics (cut pieces)
Suits& Blazers
Levis signature Garments
Ties
Jeans pants
Belts, Hand kerchiefs
C.
Infants section
Shirts
Baniyans
Jhabas
Vests
Bibs feedings
Bed items
Baba suits, frocks
Diapers, Pampers
D. Boys section
Tshirts,trousers,jeans
Cotton shirts, codraw pants
Ethnic wears
Co ordinates
Rain coats
E.Foot wear department
Sports shoes
Casual shoes
Formal shoes
Mens sandals
Ladies sandals
Ladies casuals
Ladies fancy slippers
Childern shoes
Childern sandals
1st floor
A.
Toys Department
Soft toys
Board games
Dolls
Educational toys
Remote cars, Bikes
Sports items, cricket bats, balls,
C.
E.
badminton & tennis

Rackets, hockey bats etc
Cycles
Carrom board
Easy clean & Bath Essentials
Buckets
Flasks
Bottels & mugs
Soap box
Iron table
Luggage
Travel bags
Trolleys
School & college bags
Suit case
B. Electronic Bazaar
Television
Home theater systems, Audio
systems
Micro wave Owen
Mixers Irons & Grinders
Juicers etc
D. Serve in style
Dinner sets
Wine, juice Glasses
Bowls
Casseroles
F.
Cooking
Plates, Bowls, Glasses
Non Stick Cook wares
Kitchen Tools
Tiffen Boxes
2nd floor
Food bazaar
A. Beverages
Soft drinks
Mineral water
Health drinks
Fruit juices
Frozen items
C. Confectionaries
All kinds of chocolates and cakes,
D.
sweets
Home care
Pheny, detergents etc
Washing powder etc
Dish wash, Tissue papers
Scratch, shoe cases, fresh wrap
B. Fruits & vegetables

All kinds of fruits and
vegetables at the lowest
prices
E. Staples dept
Dals, rice, wheat
Atta, rava items, sugar salt
etc
Cooking oils, masala items
Ready to cook foods & miles
Spices
Breakfast cereals
F. Process Department
Health drinks
Ready to eat
Corn flakes, chips
Soups bread items pickle.
Instant miles
Spreads
CSD (Customer Service Desk)In CSD counter various problems of customers are handled relating to their
dissatisfactions, problems relating to the products, customers are provided with
assistance if they require any assistance. In this department gift wrapping is also done
on customers demand but excluding on Sundays.
Future growth and prospectus:
Big Bazaar is currently countrys the biggest and the fastest growing chain of retail
stores. Are located only in India. It is the biggest and the fastest growing chain of
department store and aims to have 173 by June 2011 and 250 stores by the end of year
2011.
4.9 Any special Awards:

2015
Supply Chain provider of the Year under categories FMCG & Hi Tech
FSC was honored with Supply Chain provider of the Year under categories
FMCG & Hi Tech at the 4th Asia Manufacturing Supply Chain Awards of the
Year 2015
Business Leadership Award
International Achievers Conference recognized Future Supply Chain with
Business Leadership Award of the year 2015.

Top 100 Most Talented Global HR leaders
Future Group's Chief People Officer, Mr. Kaustubh Sonalkar ranked amongst
the top 100 Most Talented Global HR leaders at the 23rd edition of the World
HRD Congress
Images Most Admired Food & Grocery Retailer of the Year
Big Bazaar won the 'Images Most Admired Food & Grocery Retailer of the
Year in Food & Grocery category.
2014
A Hat-trick Of Awards at INTEROP Awards 2014.

Business Technology Services Scores A Hat-trick Of Awards at INTEROP
Awards 2014.
Future Learning triumphs at Asia Pacific HRM Congress 2014 in the
'Innovation In Retention' category.
Best Performing Strategic Partner

Indus League was adjudged as the Best Performing Strategic Partner by
Reliance's fashion and accessories brand Reliance Trends.

India Retail Award 2014
Big Bazaar Direct Retail store of the year honored with Retailer of the Year
2014
2013
Future Retail Limited Won the Best Run Award in IT (Technology Solutions)
at SAP ACE 2013

Hometown became the first Indian retailer to bag Global Innovation Award for
the year 2012- 2013

Best Run Award 2013
Future Retail Limited Won the Best Run Award in IT (Technology Solutions)
at SAP ACE 2013

EMC Transformers Award 2013
Technology Services Team at Future Group won the EMC Transformers
Awards for their smart and judicious use of IT services.

Consumer Survey of Product Innovation 2013
Sach Hand wash voted product of the year by Consumer Survey of Product
Innovation 2013
Images Fashion Awards 2013
The Most Admired Fashion Retail Personality of the Year Mr. Kailash Bhatia
The Global Innovation Award
International Home + House wares Retail Excellence /Global Innovation' for
the year 2012-2013 Hometown

Retailer Technology Awards 2013
Future Group's IT team was felicitated with the following awards Retail
Application of the year IT Team of the year Supply Chain Software Solution
Rural Marketing Association of India's (RMAI) Corporate Awards 2012
Best marketing communication towards women, youth and children Future
Learning
2012
CISO Award 2012
Future Group was felicitated for using Information security technology in the
most effective and innovative manner

Golden Spoon Awards 2012
Most Admired Food and Grocery Retailer of the Year for its Private Labels in
Big Bazaar Future Group
Retail Professional of the Year for innovation in Private Brands- Mr. Devendra
Chawla, President Food & FMCG Category
ET Retail Awards 2012

FedEx Most Trusted Retailer of the Year Award Big Bazaar
TRRAIN Retail Employee of the Year Award Mr. Jitendra Kalyani, Big
Bazaar
Strengths
Weaknesses
Rates are cheaper as purchases as purchases It is not much convenient ongoing sitting
are done in bulk
Brand name
arrangements
Local language not known by many
salesmen
Includes varieties of products
Opportunities
Lack of credit facilities for customers

Threats
Semi urban cities
Kirana shops(mom & pop stores)
Less organized retailers
Small retail outlets
Exciting Offers
Entrance of other malls in Belgaum
No other players (hyper market) in Belgaum
4.10 SWOT ANALYSIS
5.
DATA ANALYSIS
1.
Age of the respondents
Table No.1 Age of respondents

Valid
Frequency
Valid <25
151
25-35 65
35-45
6
>45
15
Total 237
Source: Field survey
Percent
63.7
27.4
2.5
6.3
100.0
Percent
63.7
27.4
2.5
6.3
100.0
Cumulative
Percent
63.7
91.1
93.7
100.0
Chart No: 1
Interpretation
63.70% Respondent belong to age group of Less than 25 years and 27.40% of
respondents belongs to age group of 25-35 years and . Remaining 8.80%%
respondents are belongs to age group of more than 35-45& above years
This figure shows that the footfall of the youngsters in more in Big Bazaar.
2. Marital status of the respondents

Table No:2 Marital Status
Valid
Frequency
Valid Married
74
Unmarried 163
Total
237
Percent
31.2
68.8
100.0
Percent
31.2
68.8
100.0
Cumulative
Percent
31.2
100.0
Chart No: 2
Marital status
36%
Married
Unmarried
64%
Interpretation
The figure shows that 64% of the respondents are married who visit the store and 35%
of them are bachelors. This shows that an inclination towards the type of customer
segment that Big Bazaar is targeting
3. Occupation of the respondents

Table No:3 Occupation of the respondents
Valid
Cumulative
Valid Student
Self
Employed
Professional
Housewife
Total
Frequency Percent
113
47.7
68
28.7
Percent
47.7
28.7
Percent
47.7
76.4
53
3
237
22.4
1.3
100.0
98.7
100.0
22.4
1.3
100.0
Sources: Field survey

Chart No: 3
Occupation of the respondents

4%
14%
student
self employed
Professional
50%
Housewife
32%
Interpretation
From the above data, 50.0% of respondents are students, 32.10% of respondents are
self employed, remaining 17.90% of respondents are professionals and house wife.
Half of the respondents chosen for study are students who visit the store followed by
self employed and others
4. Visit Big Bazaar:

Table No: 4 Visit to Big Bazaar
Valid once a week

once in 15 days
once in month
once in 2-3 months
Total
Frequency
45
63
89
40
237
Percent
19.0
26.6
37.6
16.9
100.0
Valid
Cumulative
Percent
19.0
26.6
37.6
16.9
100.0
Percent
19.0
45.6
83.1
100.0
Chart No: 4
Visit to Big Bazaar

14%
11%
Once a week
21%
Once in 15 days
Once in month
Once in 2-3 months
54%
Interpretation
53.60% of respondents visit once in month, 21.40% of the visits once in 15 days,
14.30% visit once in moth, remaining 10.70% once a week visit
This shows that a cumulative of two-third of the respondents visit atheist once in a
month
6. Average purchases per visit made by the respondent at Big Bazaar

Table No: 5 Average purchase per Visit
Valid
Frequency
Valid Rs 0-500
59
Rs 500-1000
80
RS 1000-1500 40
Rs 1500 or 58
Percent
24.9
33.8
16.9
24.5
Percent
24.9
33.8
16.9
24.5
more
Total
Source: Field Survey
100.0
100.0
237
Cumulative
Percent
24.9
58.6
75.5
100.0
Chart No: 5
Average purchase per visit

24%
25%
Rs. 0-500
Rs. 500-1000
Rs. 1000-1500
RS. 1500 or more
17%
34%
Interpretation
24.90 % respondents purchase up to Rs 500 per visit, 33.80% respondents purchase
between Rs 500 to Rs 1000 per visit, 16.90% respondents purchase up to Rs 1000
1500, 24.50% respondents purchase amounts to Rs. 1500 or more
Around two third of respondent (75.6%) purchase up to Rs. 1500 per visit and the
remaining contributing towards more than Rs. 1500 per visit
6. Awareness level of any promotional offers at presently going in

the store
Table No: 6 Awareness on promotional offers at present
Cumulative
Frequency
Valid yes
78
No
159
Total 237
Percent
32.9
67.1
100.0
Valid Percent Percent

32.9
32.9
67.1
100.0
100.0
Chart No: 6
Awareness on promotional offers at present
33%
Yes
No
67%
Interpretation
67.10% respondents are not aware of promotional offers at present, 32.90% aware of
promotional offers at present
More than half of respondents are not aware of promotional offers at Big Bazaar.
Hence the organization can channelize its efforts more on advertising and design
strategies that could increase the footfall of the customers
7.
Source of communication about the varied promotional offers of Big Bazaar
Table No: 7 You get to know offers of Big Bazaar

Frequenc
Valid
Valid Television
Hoarding/ Bill boards
word of mouth
News paper
Total
y
91
35
57
54
237
Percent
38.4
14.8
24.1
22.8
100.0
Percent
38.4
14.8
24.1
22.8
100.0
Cumulative
Percent
38.4
53.2
77.2
100.0
Chart No: 7
You get to know offers of Big Bazaar

23%
38%
Television
Hoarding/ bill boards
Word of mouth
News paper
24%
15%
Interpretation
38.40% respondents get to know offers at Television, 24.10% respondents get to know
offers through word of mouth, 22.80% respondents get to know offers through News
offers, 14.80% respondents get to know offer through Hoarding/ bill boards.
It was found that Television is the most influential source through which customers
get to know about the offers running in big bazaar as is contributes the highest
response followed by word of mouth, newspapers and hoarding.
8. Means through which respondents get to know that the product is

having an offer:
Table No: 8 Source of product having an offer
Valid
Cumulative
Valid signage
Dropdown
standee
sales person
Total
Frequency
44
26
56
111
237
Percent
18.6
11.0
23.6
46.8
100.0
Percent
18.6
11.0
23.6
46.8
100.0
Percent
18.6
29.5
53.2
100.0
Chart No: 8
Source of product having an offer

19%
Signage
Dropdown
47%
11%
Standee
Sales person
24%
Interpretation
46.80% respondents got to know offers sales person, 23.60% respondents get to know
through standee, 18.60% respondents get to know through signage, 11.00%
respondents get to know through Dropdown
It was found that salesperson is the most influential source through which customers
get to know about the product having an offer followed by standee, signage and
dropdown
9. Respondents opinion on sales promotional offers varying from very good to very
poor on a 5 point scsle
9.1 Discounts/ Price off

Table No: 9.1 Discounts/ price off
Frequency
Valid v.Good 67
Good
88
Average 62
Poor
14
v.Poor 6
Total
237
Percent
28.3
37.1
26.2
5.9
2.5
100.0
Valid
Cumulative
Source: Field
Percent
28.3
37.1
26.2
5.9
2.5
100.0
Percent
28.3
65.4
91.6
97.5
100.0
Survey
Chart No:
9.1
Discount/price
off
2%
6%
28%
V. Good
26%
Good
Average
Poor
V. poor
37%
Interpretation:
37.10% respondents feel that discount/ price off offer are good at Big bazaar, 28.30%
feel that Discount/ price off offer are very good, 26.20% feel that Discount offer are
Average, remaining feel that Discount/ price off offer are Poor/ Very Poor
Majority of the respondents opine that discount offers given by Big Bazaar are good
9.2
Point of purchase:
Table No: 9.2 Point of purchase

Frequency
Valid V.Good 27
Good
135
Average 62
Poor
9
V.Poor 4
Total
237
Percent
11.4
57.0
26.2
3.8
1.7
100.0
Valid
Cumulative
Percent
11.4
57.0
26.2
3.8
1.7
100.0
Percent
11.4
68.4
94.5
98.3
100.0
Chart No: 9.2
Point of Purchase
4%
11%
V. Good
26%
Good
2%
Average
Poor
V. poor
57%
Interpretation
57.00% respondents felt that point of purchase offers are Good at Big Bazaar,
26.20% respondents say that its average, 11.40% respondents say that its very good,
and remaining 5.50% respondents fell that point of purchase offers are poor/ very
poor
Majority of the respondents opine that point of purchase given by Big Bazaar is good
9.3 Buy 1 Get 1 Free:

Table No: 9.3 Buy1 Get 1 Free
Valid
Frequency
Valid V.Good 57
Good
83
Average 75
Poor
18
V. Poor 4
Total
237
Percent
24.1
35.0
31.6
7.6
1.7
100.0
Percent
24.1
35.0
31.6
7.6
1.7
100.0
Cumulative
Percent
24.1
59.1
90.7
98.3
100.0
Chart No: 9.3
Buy 2%
1 Get 1 free
8%
24%
V. Good
Good
Average
32%
Poor
V. poor
35%
Interpretation
35% of the respondents fell that Buy 1 Get 1 free offers are Good, 31.60%
respondents say that average, 24.10% respondents fell that its very good and other
remaining other respondents fell that Poor/ Very poor.
9.4 Free Gifts:

Table No: 9.4
Free Gifts
Frequency
Valid V.Good 27
Good
55
Average 77
Poor
38
V. Poor 40
Total
237
Percent
11.4
23.2
32.5
16.0
16.9
100.0
Valid
Cumulative
Percent
11.4
23.2
32.5
16.0
16.9
100.0
Percent
11.4
34.6
67.1
83.1
100.0
Chart No: 9.4
Free Gifts
11%
17%
V. Good
Good
23%
16%
Average
Poor
V. poor
32%
Interpretation
From the analysis, we can say that 32.20% of the customers are average about free
gifts, 23.20% of the customers are Good about free gifts, 16.90% of the customers are
say that very poor Remaining 27.40% of the customers are say that V. Good/Poor
9.5 Exchange Offer:

Table No: 9.5 Exchange offer
Frequency
Valid V. Good 34
Good
91
Average 75
Poor
26
V. Poor 11
Total
237
Percent
14.3
38.4
31.6
11.0
4.6
100.0
Valid
Cumulative
Percent
14.3
38.4
31.6
11.0
4.6
100.0
Percent
14.3
52.7
84.4
95.4
100.0
Chart No: 9.5
Exchange offer
5%
11%
14%
V. Good
Good
Average
Poor
V. poor
32%
38%
Interpretation
From the analysis we come to know that 38.40% of the customers are aware of
exchange mela good, 31.60% of customers aware of exchange mela offer average,
14.30% of customers aware of exchange mela offer very good, Remaining 15.60% of
customers aware of exchange mela offer poor/ very poor
9.6 Catalogues :
Table No: 9.6 Catalogues

Valid
Frequency
V.Good 23
Good
84
Average 86
Poor
32
V. Poor 12
Total
237
Percent
9.7
35.4
36.3
13.5
5.1
100.0
Percent
9.7
35.4
36.3
13.5
5.1
100.0
Cumulative
Percent
9.7
45.1
81.4
94.9
100.0
Chart No: 9.6
Catalogues
5%
10%
14%
V. Good
Good
Average
Poor
35%
V. poor
36%
Interpretation
From the analysis we can say that 36.30% of the customers are average, 35.40% of
the customers are Catalogues good, 13.50% of the customers are poor, Remaining
14.80% of the customers catalogues are very poor/very good.
9.7 Profit Club:

Table No: 9.7 Profit Club
Valid
Frequency
V.Good 22
Good
80
Average 97
Poor
28
V. Poor 10
Total
237
Percent
9.3
33.8
40.9
11.8
4.2
100.0
Percent
9.3
33.8
40.9
11.8
4.2
100.0
Cumulative
Percent
9.3
43.0
84.0
95.8
100.0
Chart No: 9.7
Profit Club
4%
9%
12%
V. Good
Good
Average
Poor
34%
V. poor
41%
Interpretation
From the analysis we can say that 40.90% of the customers are average about profit
club, 33.80% of the customers are good, 11.80% of the customers are poor, remaining
13.50% of the customers are say profit club are very good/very poor
9.8 Payback card:
Source: Field
Survey
Chart No: 9.8
Table No: 9. 8 Payback card

Valid
Frequency
Valid V.Good 37
Good
82
Average 89
Poor
22
V. Poor 7
Total
237
Percent
15.6
34.6
37.6
9.3
3.0
100.0
Percent
15.6
34.6
37.6
9.3
3.0
100.0
Cumulative
Percent
15.6
50.2
87.8
97.0
100.0
Payback Card
9%
3%
16%
V. Good
Good
Average
Poor
V. poor
38%
35%
Interpretation
From the analysis, we can say that 37.60% of the customers are Average about
payback card, 34.60% of the customers are Good 15.60% of the customers are
V.Good Remaining 12.30% of the customers are Poor/ V.Poor about payback card
10. Comments Appropriately

Table No: 10.1 Customers shop more during Big days
Freque
Valid
Cumulative
Valid strongly agree
Agree
Neutral
Dis agree
Strong Dis agree
Total
ncy
49
122
48
9
9
237
Percent
20.7
51.5
20.3
3.8
3.8
100.0
Percent
20.7
51.5
20.3
3.8
3.8
100.0
Percent
20.7
72.2
92.4
96.2
100.0
Chart No: 10.1
Customers shop
more during Big Days offer
4%
4%
21%
20%
Strongly Agree
Agree
Neutral
Dis Agree
Strongly disagree
51%
Interpretation
From the analysis, 51.50% of the customers are agree about Big days, 20.70% of the
customers strongly agree, 20.30% of the customers remain neutral and remaining
7.60% of the customers disagree with the same
This shows that customers agree that they tend to shop more during the Big days
offer. Thus customers wait for such offers to be announced to make their future
purchase
10.2 Prefer purchasing on Wednesday Bazaar:

Table No: 10.2 Wednesday Bazaar
Frequency
36
Agree
104
Neutral
65
dis agree
19
Strongly disagree 13
Total
237
Percent
15.2
43.9
27.4
8.0
5.5
100.0
Valid
Cumulative
Percent
15.2
43.9
27.4
8.0
5.5
100.0
Percent
15.2
59.1
86.5
94.5
100.0
Chart No: 10.2
Wednesday Bazaar
5%
8%
15%
Strongly Agree
Agree
Neutral
Dis Agree
Strongly disagree
27%
44%
Interpretation
From the analysis 43.90% of the customers agree by saying that they prefer
purchasing products during Wednesday bazaar, 27.40% of the customers stay neutral
remaining 13.50% of the customers disagree. It shows that majority of the customers
like to shop during the Wednesday bazaar to grab the deal for the day and reap
benefits from other offers.
10.3 Announcements help to know about new offers:

Table No: 10.3 Announcement help new offer
Valid
Valid Strongly agree
Agree
Neutral
Dis agree
Strongly dis agree
Total
Frequency
44
108
65
11
9
237
Percent
18.6
45.6
27.4
4.6
3.8
100.0
Percent
18.6
45.6
27.4
4.6
3.8
100.0
Cumulative
Percent
18.6
64.1
91.6
96.2
100.0
Chart No: 10.3
Announcement
help to know
4%
5%
19%
Strongly Agree
Agree
27%
Neutral
Dis Agree
Strongly disagree
46%
Interpretation
From above it is clear that majority (64.20%) of the customers agree that
announcements help to know offers at Big Bazaar, 27.40% arent that sure and rest
dont agree to the same
10.4 Front line employees motivate me to purchase the product:

Table No: 10.4 Employees motivate me purchase
Valid
Agree
Neutral
Dis Agree
Strongly Dis Agree
Total
Frequency
28
95
74
26
14
237
Percent
11.8
40.1
31.2
11.0
5.9
100.0
Percent
11.8
40.1
31.2
11.0
5.9
100.0
Cumulative
Percent
11.8
51.9
83.1
94.1
100.0
Chart No: 10.4
Employees Motivate Me To Purchase

6%
12%
11%
Strongly Agree
Agree
Neutral
Dis Agree
Strongly disagree
31%
40%
Interpretation
From the analysis, 40.10% of the customers agree, 31.20% of the customers are
Neutral about Employee motivate me to purchase the product remaining 28.70% of
the customers are Disagree/ strongly disagree/ strongly agree. This shows that
employees play an important role in pushing the sale as majority of the respondents
agree that they motivate them to purchase
10.5 Signage s at Big Bazaar attract me towards the product:

Table No: 10.5 Signages at attract me towards the product BB
Valid
Cumulative
Agree
Neutral
Dis agree
Strongly dis agree
Total
Frequency
30
112
67
13
15
237
Percent
12.7
47.3
28.3
5.5
6.3
100.0
Percent
12.7
47.3
28.3
5.5
6.3
100.0
Percent
12.7
59.9
88.2
93.7
100.0
Chart No: 10.5
Signage' s At Attract Me Product

5%
6%
13%
Strongly Agree
Agree
Neutral
Dis Agree
28%
Strongly disagree
47%
Interpretation
From the analysis 47.30% of the customers agree that they shop more during Big
Days offer, 28.30% of customers neutral, 12.70% of customers strongly agree and
6.30% of customers strongly disagree, 5.50% of customers disagree that they dont
shop more during Big days.
10.6 Discount coupon and gift help me to purchase product at Big Bazaar:
Table No: 10.6 Coupon and gift help me to purchase product BB
Valid
Cumulative
Agree
Neutral
Dis agree
Strongly disagree
Total
Frequency
44
102
64
17
10
237
Percent
18.6
43.0
27.0
7.2
4.2
100.0
Percent
18.6
43.0
27.0
7.2
4.2
100.0
Percent
18.6
61.6
88.6
95.8
100.0
Chart No: 10.6
Coupon And
Gift Help Me To Purchase
4%
7%
19%
Strongly Agree
Agree
Neutral
27%
Dis Agree
Strongly disagree
43%
Interpretation
From the analysis, we can say that 43.00% of the customers Agree for the Discounts
and Gifts offer which is Big Bazaar help them to purchase products, 27.00% of the
customers are Neutral 18.60% of the customers are strongly agree Remaining11.40%
of the customers disagree for the Discounts and Gifts offer which is at Big Bazaar
help them to purchase product.
10.7 Help desk addresses to my problems promptly:

Table No: 10.7 Help desk addresses to my problem promptly
Valid
Cumulative
Agree
Neutral
Disagree
Strongly disagree
Total
Frequency
36
105
68
11
17
237
Percent
15.2
44.3
28.7
4.6
7.2
100.0
Percent
15.2
44.3
28.7
4.6
7.2
100.0
Percent
15.2
59.5
88.2
92.8
100.0
Chart No: 10.7
Addresses To My Problem Promptly

7%
5%
15%
Strongly Agree
Agree
Neutral
Dis Agree
29%
Strongly disagree
44%
Interpretation
From the analysis we can say that 44.30% of the customers agree that they addresses
to my problem promptly, 28.70% of the customers are neutral, 15.20% of the
customers are strongly agree, Remaining 11.80% of the customers are disagree
11.Do you think offers are clearly presented through promotional

activities at Big Bazaar:
Table No:11 Offers are clearly presented
Valid
Frequency
Valid Yes
175
No
62
Total 237
Percent
73.8
26.2
100.0
Cumulative
Percent
73.8
26.2
100.0
Percent
73.8
100.0
Chart No: 11 Offers are clearly presented

26%
Yes
No
74%
Interpretation
From the graph we can interpret or understand that 73.80% of the customers agree
that offers are clearly presented rest deny to the same
12. Are you aware of the sales promotional activity days:

12.1 Big Days

Table No: 12.1 Big days
Frequency
Valid Yes
170
No
67
Total 237
Percent
71.7
28.3
100.0
Valid
Cumulative
Percent
71.7
28.3
100.0
Percent
71.7
100.0
Chart No: 12.1

Big Days
28%
Yes
No
72%
Interpretation
From the analysis 71.70% of the customers agree that they are aware of sales
promotional activity big days and rest deny the same
12.2 Wednesday Bazaar:

Table No: 12.2 Wednesday Bazaar
Valid
Frequency
Valid Yes
132
No
105
Total 237
Percent
55.7
44.3
100.0
Cumulative
Percent
55.7
44.3
100.0
Percent
55.7
100.0
Chart No: 12.2

Wednesday Bazaar
Yes
44%
No
56%
Interpretation
From the analysis, 55.70% of the customers agree that they are aware of the
promotional activity Wednesday Bazaar, remaining 44.30% of the customers deny to
the same
12.3 Exchange Mela offers

Table No: 12.3 Exchange Mela offer
Valid
Frequency
Valid Yes
171
No
66
Total 237
Percent
72.2
27.8
100.0
Cumulative
Percent
72.2
27.8
100.0
Percent
72.2
100.0
Chart No: 12.3

Exchange Mela offers
28%
Yes
No
72%
Interpretation
From the Analysis, 72.20% of the customers are yes for aware of the sales
promotional activities remaining deny the same
`
13.Which of the following factors attract you to Buy:

Table No: 13 Factors attract you to buy
Valid
Frequency
Valid Offer
115
product display
65
promo area
10
sales person support 47
Total
237
Percent
48.5
27.4
4.2
19.8
100.0
Percent
48.5
27.4
4.2
19.8
100.0
Cumulative
Percent
48.5
75.9
80.2
100.0
Chart No: 13
Factors Attract To Buy
20%
Offers
Product Display
4%
49%
Promo area
Sales person support
27%
Interpretation
From the Analysis, 48.50% of the customers are Offers for Factors attract to buy
27.40% of the customers are product Display, Remaining 24.00% of the customers are
Promo area/ Sales person support.
14. Your over all shopping experience due to offers and discount in Big Bazaar:
Table No: 14
Over all shopping experience at big bazaar

Valid
Cumulative
Frequency
Valid Good
131
Average 100
Poor
6
Total
237
Percent
55.3
42.2
2.5
100.0
Percent
55.3
42.2
2.5
100.0
Percent
55.3
97.5
100.0
Chart No: 14
Over All Shopping Experience
3%
Good
Average
Poor
42%
55%
Interpretation
From the analysis 55.30% of the customers say their shopping experience is Good
due to offers and discount Big Bazaar, 42.20% of the customers say its Average and
2.5% of the customers say their shopping experience is Poor due to offers and
discounts Big Bazaar.
Testing of Hypothesis:
With respect to A study on Impact of sales promotional strategies on customers at

Big Bazaar, Belagavi the following null and alternative hypotheses are postulated as
below:
Table no: 15
One-Sample Statistics
N
237
Discounts
Mean
2.17
Std.
Std.
Deviation
.991
Mean
.064
Error
One-Sample Test
Test Value = 3
95% Confidence Interval
Sig.
Discounts
T
Df
-12.843 236
tailed)
.001
(2- Mean
Difference
-.827
of the Difference
Lower
Upper
-.95
-.70
The calculated mean, standard deviation (SD) at 5% level of significance are given in
the above table 1.
As per the table the mean difference value -.827 lies between -.95 and -.70
To test the hypothesis one sample T test was conducted and the results are as under:
For testing the above hypothesis, T test is used with assumed mean 3. The total score
in the 5 point likert scale is 15 and the average is 3. The calculated mean value of
selected attributes for Discounts is lesser than assumed mean 3 i.e. 2.17, the observed
P value is 0.001which is less than assumed value 0.05 and the calculated t test value
is 28.560 which is greater than table t- test value = 1.96 at df 119 and = 5%
This indicates that the Null hypothesis (H0) - Impact of discount as a promotional
strategy on customers at Big Bazaar. is rejected and the Alternative hypothesis (H1)
i.e., Impact of Discount as a promotional Strategy on customers at Big Bazaar is
accepted.
6 FINDINGS
Majority of footfall at Big Bazaar (63.70%) are youngsters as they belong to

age group below 25 years
Half of the respondents chosen for study are students who visit the store
followed by self employed and others
A cumulative of exactly two-third of the respondents (75%) visit Big Bazaar at

least once in a month
Around two third of respondent (75.6%) purchase up to Rs. 1500 per visit and
the remaining contributing towards more than Rs. 1500 per visit
More than half of respondents are not aware of promotional offers at Big
Bazaar. Hence the organization can channelize its efforts more on advertising
and design strategies that could increase the footfall of the customers
It was found that Television is the most influential source through which
customers get to know about the offers running in big bazaar as is contributes
the highest response followed by word of mouth, newspapers and hoarding
It was found that salesperson is the most influential source through which
customers get to know about the product having an offer followed by standee,
signage and dropdown
Majority of the respondents opine that discount offers, point of purchase, Buy
1 get 1, Free gifts, Exchange offer, Catalogues, Profit Club, payback card
given by Big Bazaar are good on average

Customers agree that they tend to shop more during the Big days offer. Thus
customers wait for such offers to be announced to make their future purchase
Findings also reveal that majority of the customers like to shop during the
Wednesday bazaar to grab the deal for the day and reap benefits from other
offers
From above it is clear that majority (64.20%) of the customers agree that
announcements help to know offers at Big Bazaar, 27.40% arent that sure and
rest dont agree to the same

Employees play an important role in pushing the sale as majority of the
respondents agree that they motivate them to purchase

Most of the customers said that Signages help them to know which product is
having an offer.
55.30% of the customers say their shopping experience is Good due to
offers and discount Big Bazaar, 42.20% of the customers say its Average and
2.5% of the customers say their shopping experience is Poor due to offers
and discounts Big Bazaar.
CONCLUSION
Sales promotions push customer to buy more of a particular product than they normal
would buy. Just to reap the benefits of the promotion one of the major impact that
sales promotional offers have on sales is the time frame in which customers buy.
Often companies introduce a time limitation on buying the product in order to reap the
rewards of the sales promotion. The extra incentive, reduced price, a tangible reward,
or free information, often results in a sales increase during the time of the carried on
by marketing department on the customer shows a positive response hence the
marketing department should efficiently work on the promotional strategies so that
customer can frequently visit the store even during normal days.
Finding tells us that though Big Bazaar is involved in various promotional activities
customers are also equally responsive towards the same and show their participation.
With online selling being one of the major threats Big Bazaar should keep on thinking
of distinct promotional offers to retain its old customers. Overall there is a positive
effect on customers of promotional activities conducted by Big Bazaar.
7:
RECOMMENDATIONS
1. Announcement on various offers in regional languages can be done from the

2.
3.
4.
5.
6.
7.
Customer Service Desk

Mobile messages should be sent to the customer to know the offers at Big Bazaar
The product should be displayed in proper way
Branded Product Company should keep an offer for those products.
Electronic signages can be implemented
Hoarding should be placed at uncovered area
Billing counters should be increased during weekends and Big days, so that the
customer shouldnt wait for long time

8. Seasonal greetings should be sent to the loyal customers so that they are delighted.
BIBLOGRAPHY
Yuping Liu, The Long-Term Impact of Loyalty Programs on Consumer Purchase

Behavior and Loyalty, Journal of Marketing, Vol. 71(Oct 2007), ISSN: 0022-2429
(print), 1547-7185 (electronic), 19-35

Pierre Chandon, Brian Wansink, Gilles Laurent (2000) A Benefit Congruency
Framework of Sales Promotion Effectiveness. Journal of Marketing: October
2000, Vol. 64, No. 4, pp. 65-81.

Sascha Alavi, Torsten Bornemann, and Jan Wieseke (2015) Gambled Price
Discounts: A Remedy to the Negative Side Effects of Regular Price Discounts.
Journal of Marketing: March 2015, Vol. 79, No. 2, pp. 62-78.

Aylin Aydinli, Marco Bertini, and Anja Lambrecht (2014) Price Promotion for
Emotional Impact. Journal of Marketing: July 2014, Vol. 78, No. 4, pp. 80-96.
Juliano Laran, Michael Tsiros (2013) An Investigation of the Effectiveness of
Uncertainty in Marketing Promotions Involving Free Gifts. Journal of Marketing:
March 2013, Vol. 77, No. 2, pp. 112-123.

Rajkumar Venkatesan, Paul W. Farris (2012) Measuring and Managing Returns
from Retailer-Customized Coupon Campaigns. Journal of Marketing: January
2012, Vol. 76, No. 1, pp. 76-94

Yu Ma, Kusum L. Ailawadi, Dinesh K. Gauri, Dhruv Grewal (2011) An Empirical
Investigation of the Impact of Gasoline Prices on Grocery Shopping Behavior.
Journal of Marketing: March 2011, Vol. 75, No. 2, pp. 18-35.
Harald J. van Heerde, Els Gijsbrechts, Koen Pauwels (2008) Winners and Losers
in a Major Price War. Journal of Marketing Research: October 2008, Vol. 45, No.
5, pp. 499-518.
Ajay Kalra, Mengze Shi (2010) Consumer Value-Maximizing Sweepstakes and
Contests. Journal of Marketing Research: April 2010, Vol. 47, No. 2, pp. 287-300.
Arul Mishra, Himanshu Mishra (2011) The Influence of Price Discount Versus
Bonus Pack on the Preference for Virtue and Vice Foods. Journal of Marketing
Research: February 2011, Vol. 48, No. 1, pp. 196-206.

Donald J. Lund and Detelina Marinova (2014) Managing Revenue Across Retail
Channels: The Interplay of Service Performance and Direct Marketing. Journal of
Marketing: September 2014, Vol. 78, No. 5, pp. 99-118.

Amar Cheema, Vanessa M. Patrick (2008) Anytime Versus Only: Mind-Sets
Moderate the Effect of Expansive Versus Restrictive Frames on Promotion
Evaluation. Journal of Marketing Research: August 2008, Vol. 45, No. 4, pp. 462-
472
De Liu, Xianjun Geng, and Andrew B. Whinston (2007) Optimal Design of
Consumer Contests. Journal of Marketing: October 2007, Vol. 71, No. 4, pp. 140155.
APPENDIX
Questionnaire
I, Chandrakant.P. Onakudari student of Bharatesh Education Trusts Global
Business School (MBA) Belgaum have undertaken a project on A study on Impact of
sales promotional strategies on customers at Big Bazaar, Belgaum as a part my
curriculum. I assure that the information given will be used for academic purpose
only.
Name:
Age
Under 25yrs
25-35yrs
Male: (Single/Married)
Occupation:
Student
35-45 yrs
Female: (Single/Married)
Self- Employed
Professional
1. How often do you visit Big Bazaar?

Once a week
Once in month
45yrs to above
Once in 15 days
Once in 2-3 months
2. What is your average purchase per visit?

Housewife
Rs. 0-500
Rs. 500-1000
Rs. 1000-1500
Rs. 1500 or more
Q3. Reasons for your visit at Big Bazaar only?

________________________________________________________________
_________________________________________________________________
Q4. Are you aware of any promotional offers at present?
Yes
No
(If yes, (please specify) _______________________________

Q5. How do you get to know about the offers at Big Bazaar?
Television
Word of mouth
Hoarding/ Bill boards

Newspaper
Q6. How do you get to know which product is having an offer?

Signage
Dropdown
Standee
Salesperson
Any other (please specify) ___________________________
Q7. Please tick mark the following sales promotion offers.

SI
Particular
V. Good
Good
Average
Poor
N
O
1
2
3
4
5
6
7
Discounts/price off
Point of purchase
Buy1 Get1free
Free Gifts
Exchange offer
Catalogues
Profit club
V. poor
Payback card
Q8. Please tick the following comments appropriately

S
Particulars
No.
Strongl Agre
Neutr
Dis-
Strongl
al
Agre
disagre
Agree
1
2
3
I shop more during Big Days offers

1
I prefer purchasing on Wednesday Bazaar 1
Announcements help to know about new 1
2
2
2
3
3
3
4
4
4
ed
5
5
5
offers
Front line employees motivate me to 1
purchase the product

Signage s at Big Bazaar attract me 1
towards the product

Discount coupon and gift help me to 1
purchase product at Big Bazaar.

Help desk addresses to my problems 1
promptly
Q9. Do you think offers are clearly presented through promotional activities at Big
Bazaar?
Yes
No
Q10. Are you aware of the following sales promotional activity days?
A) Big days
Yes
No
B) Wednesday Bazaar
Yes
No
C) Exchange mela offers
Yes
No
Any other (Please Specify) ___________________________________________
Q11. Which of the following factors attract you to buy?

Offers
Product display
Promo area
Sales person support
Any Other (Please specify) _____________________________________
Q12. Your over all shopping experience due to offers and discount in Big Bazaar?
Good
Average
Poor
Suggestions for Improvements

___________________________________________________________
___________________________________________________________
___________________________________________________________
Date
Signature:

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1.

Modern Retail Formats

1.1Background of the study

Consumer sales promotion types

Price deal: A temporary reduction in the price, such as 50% off.

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and redeem them for rewards.

percentage marked on the package.

order to stimulate other profitable sales

the offer on a mobile phone to a salesperson for redemption.

associated with the promoted product.

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kids meal with each regular meal purchased.

1.2 Statement of problem:

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The project entitled topic is A study on Impact of sales promotional strategies on

1.2Objectives of the project

To study customer awareness of sales promotion strategies at Big Bazaar

BHARATESH EDUCATION TRUSTS GLOBAL BUSINESS SCHOOL

BHARATESH EDUCATION TRUSTS GLOBAL BUSINESS SCHOOL

3.1 RESEARCH DESIGN:

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3.2 SAMPLING Design

3.2 Survey Method

: Customers of Big Bazaar

3.3 DATA SOURCES

Data Analysis Tools:

3.6 Limitation of the study

As customers were reluctant and scared to provide actual information,

response is likely to be biased in some cases.

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BHARATESH EDUCATION TRUSTS GLOBAL BUSINESS SCHOOL

class (14% of Indias population)

BHARATESH EDUCATION TRUSTS GLOBAL BUSINESS SCHOOL

3. Jeweller (navaras bazaar)

Belgavi Big Bazaar profile

BIG BAZAAR (Division of Future value Retail ltd.)

Marri Kiran Kumar

Work force Belgaum :

Store Buildup Area

57,400 square feet

Total Retail Area

32,889 square feet

4.1 Historical Background

2001 : Big Bazaar- Indian Hypermarket launched

Vision and Mission

We shall infuse Indian brands with confidence and renewed ambition.

Indianness: Confidence in ourselves.

Leadership: To be a leader, both in thought and business.

Respect and Humility: To respect every individual and be humble in our

Introspection: Leading to purposeful thinking.

Openness: To be open and receptive to new ideas, knowledge and

Valuing and Nurturing Relationships: To build long term relationships.

Flow: To respect and understand the universal laws of nature.

BHARATESH EDUCATION TRUSTS GLOBAL BUSINESS SCHOOL

BHARATESH EDUCATION TRUSTS GLOBAL BUSINESS SCHOOL

BHARATESH EDUCATION TRUSTS GLOBAL BUSINESS SCHOOL

There are 172 employees working in Belgaum Big Bazaar including

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Big Bazaars compensation policy is performance based. From time to time

Awards and rewards:

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