TABLE OF CONTENTS

S.No. Topic

Page No.

1.

Executive Summary

2.

Introduction

3.

Research Objective and Methodology

13

4.

Theoretical Review/Perspective

14

5.

Finding and Analysis

27

6.

Recommendations & Conclusion

37

7.

Bibliography

38

8.

Questionnaire

39

EXECUTIVE SUMMARY
Consumerism is the culture or ideology of excessive consumption of material
goods or services. It is defined in two ways:One sense of the term is to describe the efforts to support consumers' interests. By
the early 1970s, it was the accepted term for the field and began to be used in these
ways:
"Consumerism" is the concept that consumers should be informed decision
makers in the marketplace.
In other sense people began using the term "consumerism" to mean "high levels of
consumption". This definition gained popularity since the 1970s and began to be
used in these ways:
Consumerism is the systematic creation and fostering of a desire to purchase
goods and services in ever increasing demands.
In simple words Consumerism means spending a lot of money on item that is
not necessarily needed.
So in my project, I have focused on second definition in my project as it has
revolutionalized the business environment of 21 st century. Also I have taken Big
Bazaar as example as how it uses Consumerism as a tool in making its marketing
strategies.
Over-consumption is sometimes negatively attributed to consumerism. For
instance some people might argue that Christmas holidays are a time of
consumerism due to the large amounts of goods that are purchased during this
time. Consumers strive to find the perfect gifts and this creates a demand for
goods and promotes greed. Consumerism causes a materialistic belief that the
more materials acquired the better, implying an increased value placed on material
possessions.

INTRODUCTION

Definition of Consumerism
Consumerism can refer to the frequency and intensity of marketplace behaviours.
It can also present the idea that happiness and well-being are linked to personal
consumption of goods and services. Our consumerism culture encourages people
to consume beyond a basic necessity. Many citizens seek social status and define
their self-worth in terms of the quality and quantity of their own personal
possessions rather than their impacts on the environment in depleting its reserves.
There are many negative consequences due to over-consumption. Much more
garbage is generated these days because of excess product packaging and excess
energy consumed in the production and delivery of products to our communities.
3

Our affluent society should be recycling, reusing, renting, reducing and

composting to lessen their impact on the planet.
Since the 1950s, advertising, retail and consumer credit have had a huge impact
on consumption patterns. Media has engaged the manufacturing sector to persuade
citizens that buying goods will fill a void toward a fulfilling and rewarding life.
Extensive advertising shown on television is targeted to key audiences and
consumer credit has become a way of life. The more is better concept is the
challenge we have to redirect away from to support sustainable behaviours and
future generations.
I would wager that most people, up until a certain age, love celebrating their
birthdays. There are so many wonderful things about having a birthday: the
gathering of loved ones, the cake and, of course, the presents. For children in
particular, I would even go so far as to bet that gifts are the best part about
birthdays. After all, who doesn't love to receive presents?
Of course, as we get older, getting the things that we want is not limited to
birthdays. Being able to buy things that we do not necessarily need, but only desire
is an ability that many people want to have relatively early on. I know that's why I
got a job at age 15. I was desperate to be able to buy my own clothes, my own
CDs and even my own car!
The desire to buy things that we want, apart from what we need to survive, is a
huge part of the subject of today's lesson. We'll be talking about consumerism, or
the ideology that places value upon the excessive consumption of material goods
and services.
So following are definitions that different dictionaries says about consumerism.

Continual expansion of one's wants and needs for goods and services.

The concept that an ever-expanding consumption of goods is advantageous

to the economy.

The preoccupation of society with the acquisition of consumer goods

Consumerism is a theory of economics that encourages people to buy more

things that they need to be happy

2. RESEARCH OBJECTIVES & METHODOLOGY

Main Objective:

To find out the different advertising strategies used by the Big Bazaar to attract the
customers

Secondary Objectives:

To find the most effective tool of advertising to entice customers used by

Retail businesses.
To study various advertising techniques used by Big Bazaar
To find out the influence of Advertising on the sales of Big Bazaar

Research Methodology

Sampling Design:
Size of Sample: 100.
Target Respondents: Advertising manager in organized retail sector
Tools used to collect data:
Primary Data

Questionnaire
Personal interview
Secondary Data:
1. Newspapers and Journals
2. Online reference
Statistical Method Used:
Pie chart
Column diagram

LITERATURE REVIEW

Consumerism as a social and economic order and ideology encourages the

acquisition of goods and services in ever-increasing amounts. Early criticisms of
consumerism occur in 1899 in the works of Thorstein Veblen. Veblen's subject of
examination, the newly emergent middle class arising at the turn of the twentieth
century, came to fruition by the end of the twentieth century through the process of
globalization.
In the domain of economics, "consumerism" refers to economic policies placing
emphasis on consumption. In an abstract sense, it is the consideration that the free
choice of consumers should strongly orient the choice by manufacturers of what is
produced and how, and therefore orient the economic organization of a society.
Overall, since the end of the twentieth century, the burgeoning of consumerism as
a way of life across all domains has remade politics, economics and culture:
In the almost complete absence of other sustained macro-political and social
narratives concern about global climate change notwithstanding the pursuit of
the 'good life' through practices of what is known as 'consumerism' has become one
of the dominant global social forces, cutting across differences of religion, class,
gender, ethnicity and nationality. It is the other side of the dominant ideology of
market globalism and is central to what Manfred Steger calls the global imaginary.
Vance Packard worked to change the meaning of the term "consumerism" from a
positive word about consumer practices to a negative word meaning excessive
materialism and waste. The ads for his 1960 book The Waste Makers prominently
featured the word "consumerism" in a negative way.

History and Growth

The consumer society emerged in the late seventeenth century and intensified
throughout the eighteenth century. While some claim that change was propelled by
the growing middle-class who embraced new ideas about luxury consumption and
the growing importance of fashion as an arbiter for purchasing rather than
necessity, many critics argue that consumerism was a political and economic
necessity for the reproduction of capitalist competition for markets and profits,
while others point to the increasing political strength of international working
class organizations during a rapid increase in technological productivity and
decline in necessary scarcity as a catalyst to develop a consumer culture based on
therapeutic entertainments, home ownership and debt. The more positive, middleclass view argues that this revolution encompassed the growth in construction of
vast country estates specifically designed to cater for comfort and the increased
availability of luxury goods aimed at a growing market. This included sugar,
tobacco, tea and coffee; these were increasingly grown on vast plantations in the
Caribbean as demand steadily rose. In particular, sugar consumption in
Britain[ during the course of the 18th century increased by a factor of 20.
Of course, humans have wanted things for centuries. One of the most important
elements to note about modern consumerism is the scale. Consumerism as we
recognize it has relatively recent roots. Its most modern evolution emerged to the
forefront of European and early American society as early as 1850, but really
began to intensify in the early 1900s during the Second Industrial Revolution.

During this time, the boom of industrialization had a huge influence on how
people spent their money in America. The industrial revolution's mass production
of automobiles, growth and use of railroads and creation of factory jobs led to a
steady flow of employment and wealth. Many people found themselves with
disposable income for the first time.
With time, the newly-established middle class in America could more consistently
afford to purchase things beyond their essential means of survival. Although the
Great Depression of the 1920s did slow down the rate of consumerism for a time,
it quickly rebounded by the close of World War II and has grown exponentially
ever since.
In the 21st century
Beginning in the 1990s, the most frequent reason given for attending college had
changed to making a lot of money, outranking reasons such as becoming an
authority in a field or helping others in difficulty. This correlates with the rise of
materialism, specifically the technological aspect: the increasing prevalence of
compact disc players, digital media, personal computers, and cellular telephones.
Madeline Levine criticized what she saw as a large change in American culture
"a shift away from values of community, spirituality, and integrity, and toward
competition, materialism and disconnection."
Businesses have realized that wealthy consumers are the most attractive targets of
marketing. The upper class's tastes, lifestyles, and preferences trickle down to
become the standard for all consumers. The not so wealthy consumers can
"purchase something new that will speak of their place in the tradition of
affluence". A consumer can have the instant gratification of purchasing an
expensive item to improve social status.

10

Emulation is also a core component of 21st century consumerism. As a general

trend, regular consumers seek to emulate those who are above them in the social
hierarchy. The poor strive to imitate the wealthy and the wealthy imitate celebrities
and other icons. The celebrity endorsement of products can be seen as evidence of
the desire of modern consumers to purchase products partly or solely to emulate
people of higher social status. This purchasing behavior may co-exist in the mind
of a consumer with an image of oneself as being an individualist.

11

PROS & CONS OF CONSUMERISM

12

How Consumerism let you to buy so much?

13

Advertising:
Advertising is a non-personal form of communication intended to persuade an
audience (viewers, readers or listeners) to purchase or take some action upon
products, ideals, or services. It includes the name of a product or service and how
that product or service could benefit the consumer, to persuade a target market to
purchase or to consume that particular brand. These brands are usually paid for or
identified through sponsors and viewed via various media. Advertising can also
serve to communicate an idea to a mass amount of people in an attempt to
convince them to take a certain action, such as encouraging 'environmentally
friendly' behaviors, and even unhealthy behaviors through food consumption,
video game and television viewing promotion, and a "lazy man" routine through a
loss of exercise . Modern advertising developed with the rise of mass production
in the late 19th and early 20th centuries. Mass media can be defined as any media
meant to reach a mass amount of people. Several types of mass media are
television, internet, radio, news programs, and published pictures and articles.
Commercial advertisers often seek to generate increased consumption of their
products or services through branding, which involves the repetition of an image
or product name in an effort to associate related qualities with the brand in the
minds of consumers. Different types of media can be used to deliver these
messages, including traditional media such as newspapers, magazines, television,
radio, outdoor or direct mail; or new media such as websites and text messages.
Advertising may be placed by an advertising agency on behalf of a company or
other organization. Non-commercial advertisers that spend money to advertise
items other than a consumer product or service include political parties, interest
groups,

religious

organizations

and

governmental

agencies.

Nonprofit

organizations may rely on free modes of persuasion, such as a public service

announcement. In 2007, spending on advertising was estimated at more than $150
billion in the United States and $385 billion worldwide.

14

Sales Promotion
What is sales promotion?
Sales promotion is any initiative undertaken by an organisation to promote an
increase in sales, usage or trial of a product or service (i.e. initiatives that are not
covered by the other elements of the marketing communications or promotions
mix). Sales promotions are varied.
(a) Buy-One-Get-One-Free (BOGOF) which is an example of a selfliquidating promotion. For example if a loaf of bread is priced at $1, and cost 10
cents to manufacture, if you sell two for $1, you are still in profit especially if
there is a corresponding increase in sales. This is known as a PREMIUM sales
promotion tactic.
(b) Customer Relationship Management (CRM) incentives such as bonus points
or money off coupons. There are many examples of CRM, from banks to
supermarkets.
(c) New media Websites and mobile phones that support a sales promotion. For
example, in the United Kingdom, Nestle printed individual codes on KIT-KAT
packaging, whereby a consumer would enter the code into a dynamic website to
see if they had won a prize. Consumers could also text codes via their mobile
phones to the same effect.
(d) Merchandising additions such as dump bins, point-of-sale materials and
product demonstrations.
(e) Free gifts e.g. Subway gave away a card with six spaces for stickers with each
sandwich purchase. Once the card was full the consumer was given a free
sandwich.
(f) Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their
customers with the latest low-price deals once new flights are released, or
additional destinations are announced.
(g) Joint promotions between brands owned by a company, or with another
companys brands. For example fast food restaurants often run sales promotions
where toys, relating to a specific movie release, are given away with promoted
meals.

15

(h) Free samples (aka. sampling) e.g. tasting of food and drink at sampling points
in supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away
to potential consumers at supermarkets, in high streets and at petrol stations (by a
promotions team).
(i) Vouchers and coupons, often seen in newspapers and magazines, on packs.
(j) Competitions and prize draws, in newspapers, magazines, on the TV and
radio, on The Internet, and on packs.
(k) Cause-related and fair-trade products that raise money for charities, and the
less well off farmers and producers, are becoming more popular.
(l) Finance deals for example, 0% finance over 3 years on selected vehicles.

16

Display or Visual Merchandising

Creating an attractive product display can draw the customer in, promote a slow-moving
item, announce a sale, or welcome a season. If your store front is fortunate enough to
feature one or more windows, then you have one of the most proven (and least expensive)
forms of advertising at your disposal.
Some stores located in a mall or other structure may lack windows, but don't despair.
There are many places throughout the store to build beautiful displays.
Take a look at the flow of traffic in your store. Are there any areas that are a focal point
for customers?
Your local community may have individuals or visual merchandising companies you can
hire to dress your windows, but if you're concerned with saving money, the following tips
will help you create an attractive display.

Elements of Effective Visual Merchandising

Balance: Asymmetrical rather than symmetrical balance with the display.

Size of Objects: Place the largest object into display first.

Color: Helps set mood and feelings.

Focal Point: Where product and props/signage and background come

together.

Lighting: Should accent focal point, if possible.

Simplicity: Less is more so know when to stop and don't add too many
items.

Once the display is finished, add appropriate signage. Take photos of the display
and keep record of the product sales during the display's existence. Save your
information in a file folder for easy reference. By documenting its success, you
can re-create the display next year or if it flops, you can make sure you don't
repeat the same mistakes.
Like any other aspect of retailing, creating an attractive display takes a little skill
and lots of trial and error. As your store changes, so will your opportunities for
visual displays. Keep working at designing eye-catching and innovative ways to
make your retail store profitable through visual merchandising

17

The Four Types of Consumerism in

Marketing
Understanding how consumers make purchasing decisions is critical for
companies when they market products or services. In other words, the buying
behavior of consumers affects the marketing strategy set forth by the company. A
product like chewing gum--known as an "impulse purchase"--is typically marketed
in a display near the checkout counter, where the consumer can pick up a pack on
the way out. However, for a major purchase, the consumer generally will conduct
comparison shopping and demand information about the features and benefits of
the product.

Routine Purchases
There are routine purchases people make that require little decision-making. These
purchases are made with programmed behavior on the part of the consumer.
This is because for this type of purchase the buyer puts forth very little effort in
searching for the product and making a decision about which product to buy. In
addition, typical routine purchases are low-cost items that do not require high
involvement on the part of the buyer. Examples of routine purchases are soft
drinks and snacks, and basic food items like milk and eggs.

Purchases with a Limited Amount of Decision-Making

Some products are purchased by the consumer on a regular basis, but only
occasionally. The consumer may be familiar with the product category but will
conduct research to find out information about an unfamiliar brand. For example,
the consumer may have bought many shirts before, but a new product with a
different material like wicking material may require a limited amount of
information-gathering on the part of the buyer. The consumer will also spend some
time investigating an unfamiliar brand.

Purchases with a High Amount of Decision-Making

There are purchases that the consumer's make that involve a high amount of
research and decision-making. These products are generally unfamiliar and
expensive, and they may be bought infrequently as well. The buyer experiences a
high degree of risk when buying these products, either economically,
psychologically or performance-wise. Examples of these major purchases include
cars, homes and computer systems.

18

Impulsive Buying
The same consumer who spends hours trying to decide which computer to
purchase will often buy other types of items without giving them a second thought.
This impulse purchases require no conscious prior planning, and decisions are
made on the spot. To find out which items can be impulse buys, look at the items
within reach at any checkout counter at a supermarket or department store. These
items typically include candy bars, magazines, gum and the like.

19

America likes to shop, and we spend a lot of time doing it. Every year Americans spend trillions of
dollars on clothing, electronics, homes and household items, cars and a billion other products. Its hard to
believe the staggering amounts being spent. Here are some other mind blowing facts about the USAs
consumer habits. But don't think Americans are alone in this, as they are just an example of how we've all
become consumers instead of citizens.

1. In 1930, the average American woman owned 9 outfits. Nowadays the average American woman owns
30.
2. 25% of people who have two-car garages don't have space to park their cars.
3. In the last 50 years, the average American home size has tripled.
4. Since the early 2000's the home organization industry has doubled in size. It now sees an annual
earning of $8 billion.
5. One in ten Americans rents a storage unit outside of their home.
6. There are over 300,000 items in an average American home.
7. Each year the average American throws away 65 pounds (29 kg) of clothing.
8. An average child will accumulate 238 toys by the time they are 10 years old. They will only play with
about 12 of them.
9. Annually Americans spend more on shoes, jewelry and watches ($100 billion) than they do on higher
education.
10. Researchers have found that present day Americans purchase twice as many material goods as they
did 50 years ago.
11. 60% of private consumption worldwide is done by 12% of the world, who live in North America and
Western Europe.
12. In the US, there are more malls than high schools.
13. The average person will spend 3,680 hours (153 days, or 5 months) of their lives looking for
misplaced items. The most frequent items are phones, keys, sunglasses, and paperwork.
14. Throughout her lifetime, the average American woman will spend more than 8 years shopping.

20

15. Almost half of American households are not saving, nor do they have a savings account.
16. Most households have more television sets than they do people.

21

1. INTRODUCTION

Big Bazaar:

The retail industry is one of the biggest money spinners in the world, notching up
US$ 6.60 trillion (Rs. 2.64 crore) in turnover. In India the sector is worth Rs.
720000 crore (US$ 180 billion) growing at between 11% and 1 29 annually
(Source: CII-McKinsey Report).

Despite its massive size! the business is almost entirely controlled by the
unorganized sector While organized retail makes up 70% to 80% of all retail
business in developed countries! in India it is pegged at a lowly 2%.This is by far
the lowest in the world and even far below comparable countries in Asia. In
China! Organized retailing accounts for 20% of all business! while in Indonesia it
is 25%! in Philippines 35%, in Thailand it is pegged at 40% and in Malaysia it is
reputed to be 50%.

Big Bazaar is credited with bringing organized mega retailing to India. The project
was conceived as a uniquely Indian hypermarket in a format that combined the
look! Touch and feel of Indian bazaars with the comfort! Convenience and quality
that modern retailing brings. Launched in August 2001! Big Bazaar has now
become the iconic destination of modern retailing for all sections of Indian
consumers. There are 80 Big Bazaar stores in 45 cities including smaller towns
like Sangli, Durgapur! Panipat! Palakkad, Ambala, Meerut! Jodhpur and Haldia.

22

Attracting over 100 million customers every year! it has democratized shopping in
India and become synonymous with great promotions that offer quality products at
affordable prices. Spread over anywhere between 30000 square feet and tw 50000
square A feet of retail space! a typical Big Bazaar store offers over 160,000
products across categories like apparel! General merchandise! Food! Cosmetics!
Home needs! Electronics! Furniture! Communications, books! Music. Gold and
pearl jewellery and even value added services like consumer credit! beauty salons!
Gyms and travel services. On a typical weekend evening! a Big Bazaar store plays
host to over 10000 customers from moms along with their demanding kids to
senior citizens with their grand children in tow. Built on an inclusive platform that
welcomes consumers from all socio-economic strata! a visit to Big Bazaar is not
only about shopping but also about spending quality time with the family.

Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in
operation. It is a subsidiary of Pantaloon Retail India Ltd's, Future Group, and
follows the business model of United States-based Wal-Mart. Big Bazaar & Food
Bazaar are one of Indias largest chain of hypermarket stores, with 20 Big Bazaars
& 32 Food Bazaars across 14 cities & towns, providing best value to 3.5 million
customers every week across categories such as home need products, FMCG,
apparel, utensils, electronics & appliances & other daily needs. Big Bazaar is a
part of Pantaloon Retail (I) Ltd, Indias fastest growing retail chain having retail
formats such as Pantaloons & Central, apart from Big Bazaar & Food Bazaar.
Big Bazaar, Is se sasta aur accha kahi nahin - Indias first hypermarket chain
launched in 2001. Big Bazaar is not just another hypermarket. It caters to every
need of your family. Where Big Bazaar scores over other stores is its value for
money proposition for the Indian customers. At Big Bazaar, you will definitely get
the best products at the best prices thats what we guarantee. With the ever
increasing array of private labels, it has opened the doors into the world of fashion
23

and general merchandise including home furnishings, utensils, crockery, cutlery,

sports goods and much more at prices that will surprise you. And this is just the
beginning. Big Bazaar plans to add much more to complete your shopping
experience. Big Bazaar brings the most powerful Retail credit card in India.
Achievements:

Big Bazaar is helping India make up lost time. It is currently in the midst of the
fastest ever expansion or a hypermarket anywhere in the world. From 30 stores in
June 2006! Big Bazaar will be emblazoned on 120 new stores by June 2008. There
could be several ways of measuring success of a retail chain. However! if figures
were to be taken as the most authentic claim of having arrived! then Big Bazaar is
already there. For more than 100 million people who walk past its billing counters!
each year! it is now the preferred shopping destination. From Panipat to Pallakad,
Big Bazaars tagline, Is se sasta aur accha kahin nahi is a source of cheer and
happiness.

This has been recognized by the numerous awards that Big Bazaar has won in the
past twelve months. The brand has been adjudged the Best Value Retail Store and
Best Retail Destination at the Images Retail Forum for four consecutive years,
beginning 2004. CNBC Awaaz! in association with AC Nielsen-ORG Marg!
Which conducts a study across 21 major cities and some 10000 consumers? on
their most preferred brands! has voted overwhelmingly for Big Bazaar Both in
2006 and 2007! Big Bazaar won the Consumer Award for the most preferred large!
food and grocery store. It won the award for Value Retailing and Retail
Destination of the Year by Reid & Taylor in 2006 and in the same year also won
the Readers Digest Platinum Trusted Brand Award.

24

History:

The first Big Bazaar store! with an area of about 24000 square feet! opened on
VIP Road! Kolkata in August 2001 .This was followed by stores in Hyderabad!
Bangalore, Mumbai and Gurgaon, the initial categories on offer were apparel!
General merchandise and food, several brands from categories like electronics!
Furniture! Music! Communications and books were added to the bouquet of
products. Big Bazaar implemented SAP in 2005 to run its stores in the most
efficient manner that technology could provide.
With an increasing number of customers patronizing its stores, it was time for Big
Bazaar to reach out to them. To pay tribute and to tell them how much they were
appreciated! Big Bazaar launched a co-branded credit card. In association with
ICICI bank! the Big Bazaar-ICICI Bank credit card made its first appearance in
May! 2002.

25

As an extension of its customer relationship initiatives it also launched Shakti! a

credit card for housewives! in February 2006.The card was unique! for it required
no proof of income. Today the Big Bazaar- CICI Bank co-branded card is one of
the largest loyalty credit card programmes in the country.

Big Bazaar is now an agglomeration of multiple! Carefully chosen categories are

and brands. Within the store! Big Bazaar has created several sub categories. Depot
is its books and music section; Staples offers office stationery products while Star
& Sitara is a beauty salon. Future Money provides consumer credit for products
purchased within Big Bazaar.

Recent Developments:

26

Big Bazaar, a part of the Future Group, is currently driving a number of initiatives.
Future Money, a credit facility is in an experimental stage in several outlets. Clear
trip for travel and tours and Talwalkars for gym and health club services have also
been launched in many stores recently. With a view to bringing value to more
people, Big Bazaar is taking its brand to Tier II and Tier III towns as well. Big
Bazaar is also using the huge footfalls to its stores to test new concepts and ideas.
The customer response this generates helps in refining a launch before a full
fledged roll out.

Promotion
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 threeday shopping bonanza called Sabse Saste Teen Din. This has now become a
national event that attracts millions of customers eager to benefit from the once-ina year smart deals. In January 2008, the three-day event generated sales worth
over Rs. 240 crore (US$ 60 million) in 80 Big Bazaar stores. 15th August, Indias
Independence Day is billed as the Maha Savings Day. So successful has this
become that to cater to the 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 attract as many customers
on Wednesdays as they do on weekends. A property that offers special benefits and
privileges to senior citizens was built around Senior Citizens Day. Price Challenge
was created to reinforce Big Bazaars value proposition of Is se sasta aur accha
kahin nahi. The scheme simply offers twice the price difference should the cost of
an item at a Big Bazaar store be found to be more than the market price.

27

Exchange was an innovative promotion launched by Big Bazaar in 2005 to

provide customers an opportunity to get rid of their junk and in return shop for a
wide range of products at a discount. In-store communications in Big Bazaar are
unique and rather novel. To ensure that no one misses out on an opportunity to
gain from special offers, service boys ferry around a trolley with the product
inside, announcing the scheme. Not only is this entertaining it also helps
customers pick up the product from the trolley instead of walking up to the rack
where it is on display. To make sure that non-English speaking customers dont
feel alienated the communication is also conducted in the local language. The
communication is always unambiguous and direct.
2 million customers walk-in each week into Big Bazaar stores
Collectively, Big Bazaar stores cover nearly 4 million square feet of space
In three days between January 25 and January 27 2008, Big Bazaar sold
over 100,000 pairs of Jeans and 200,000 shirts
Big Bazaar has a base of over 1 million loyalty card members
More than 160,000 products are sold at Big Bazaar stores

The din in the malls has gone up a decibel. Advertisers are now tapping organized
retail to pitch their wares. So, the bargain hunters at Big Bazaar not only have to
push and shove to get past the multitude of shoppers, they now have to outshoot
the music from the Big 92.7FM radio channel. The supermarket chain from Indias
largest listed retailer, Pantaloon Retail India Ltd, has struck a deal with the radio
network owned by the Anil Dhirubhai Ambani Group to air its programmes in
stores across the country. It is not shoppers alone who make up Big Bazaars
revenues; advertisers chip in with a fair bit. An executive at a Mumbai-based mall
estimates that selling ad spaces in stores accounts for 15% of a malls revenue.

28

And ad spaces include much more than the odd wall slot. Big Bazaar has a
monthly in-store magazine, My World, store window displays, ads on walls and
floors, ceiling- high banners, kiosks to run promotions for advertisers, television
screens and, more recently, piped-in radio stations. And there is more in the
pipeline: a television channel, Future TV, which will run ads, along with some
programming, in malls and shops. Pantaloon Retail is not alone in spotting this
opportunity. Most companies are busy leveraging the advertising potential of their
stores. They are just following a global trend. Wal- Mart, in fact, launched its TV
network way back in 1997. In India, advertising in retail spaces (or retail
marketing as some experts call it) is in its infancy, and numbers are few.
Advertisers put their spend on retail marketing initiatives at Rs1,000 crore. It is
likely to double in the next three years business head, Percept Retail, a consulting
company for brands and retail businesses. Such optimism seems justified, going
by the sheer visibility retail marketing affords. Typically, about 40,000 customers
walk in on a weekend at a Big Bazaar outlet. What is also crucial is that marketers
are able to catch consumers at a point when they are about to make a purchase
decision in the perfect ambience of consumption, as Partho Dasgupta, chief
executive officer, Future Media (India) Ltd, puts it. With organized retail estimated
to be growing at 35% a year, the opportunity for retail marketing is huge.
According to estimates from Trammell Crow Meghraj Property Consultants Pvt.
Ltd, 51 malls are under construction in Mumbai alone, and 15 are already in
operation. This growing tribe of retailers does not mind renting out space to run
commercial messages, especially when this adds a tidy sum to revenues.
Advertisers, on their part, are quite excited about the new opportunity. Big FM
pays about Rs1 lakh per month for each Big Bazaar store that plays its radio
station. The idea is to get people to experience the content on our radio stations.
Malls and upscale retail spaces with high footfalls are the perfect places for us to
be heard. Through such playouts in stores in Mumbai, Delhi, Bangalore and
Kolkata, Big FM reaches more than three million people each month. Radio is just
29

one of the many advertisers queuing up for retail marketing. FMCG companies are
the lowest hanging fruit among the top categories advertising on our network.
There is a lot of interest from other categories such as insurance, banking and
airlines. According to experts, consumers are more likely to buy a product whose
advertisement they see in a shop because they are already in a buying frame of
mind. Communication by a brand, at the point of sale, makes the consumer
notice it at a time when he or she is just about to make a purchase decision.
Another crucial advantage is that consumers have a convenient touch and feel
opportunity for the products being advertised.

30

31

3. LITERATURE REVIEW

Advertising:

Advertising is a non-personal form of communication intended to persuade an

audience (viewers, readers or listeners) to purchase or take some action upon
products, ideals, or services. It includes the name of a product or service and how
that product or service could benefit the consumer, to persuade a target market to
purchase or to consume that particular brand. These brands are usually paid for or
identified through sponsors and viewed via various media. Advertising can also
serve to communicate an idea to a mass amount of people in an attempt to
convince them to take a certain action, such as encouraging 'environmentally
friendly' behaviors, and even unhealthy behaviors through food consumption,
video game and television viewing promotion, and a "lazy man" routine through a
loss of exercise . Modern advertising developed with the rise of mass production
in the late 19th and early 20th centuries. Mass media can be defined as any media
meant to reach a mass amount of people. Several types of mass media are
television, internet, radio, news programs, and published pictures and articles.
Commercial advertisers often seek to generate increased consumption of their
products or services through branding, which involves the repetition of an image
or product name in an effort to associate related qualities with the brand in the
minds of consumers. Different types of media can be used to deliver these
messages, including traditional media such as newspapers, magazines, television,
radio, outdoor or direct mail; or new media such as websites and text messages.
Advertising may be placed by an advertising agency on behalf of a company or
other organization. Non-commercial advertisers that spend money to advertise
items other than a consumer product or service include political parties, interest

32

groups,

religious

organizations

and

governmental

agencies.

Nonprofit

organizations may rely on free modes of persuasion, such as a public service

announcement. In 2007, spending on advertising was estimated at more than $150
billion in the United States and $385 billion worldwide.

Scope of Advertising:

The scope of advertising has a lot of future to go because in present life the
technology has been increased that much. The scope of advertising management
mainly depends on the change in technology, for example now-a-days advertising
can make a blender by increase the sale of one thing to many people by publicity
such publicity can create along sale and services towards the product used by
them.

Public service advertising:

The same advertising techniques used to promote commercial goods and services
can be used to inform, educate and motivate the public about non-commercial
issues, such as HIV/AIDS, political ideology, energy conservation and
deforestation. Advertising, in its non-commercial guise, is a powerful educational
tool capable of reaching and motivating large audiences. "Advertising justifies its
existence when used in the public interestit is much too powerful a tool to use
solely for commercial purposes." Attributed to Howard Gossage by David Ogilvy .
Public service advertising, non-commercial advertising, public interest advertising,

33

cause marketing, and social marketing are different terms for (or aspects of) the
use of sophisticated advertising and marketing communications techniques
(generally associated with commercial enterprise) on behalf of non- commercial,
public interest issues and initiatives. In the United States, the granting of television
and radio licenses by the FCC is contingent upon the station broadcasting a certain
amount of public service advertising. To meet these requirements, many broadcast
stations in America air the bulk of their required public service announcements
during the late night or early morning when the smallest percentage of viewers are
watching, leaving more day and prime time commercial slots available for highpaying advertisers. Public service advertising reached its height during World
Wars I and II under the direction of more than one government.

Marketing Mix:

The marketing mix has been the key concept to advertising. The marketing mix
was suggested by Jeremy McCarthy, professor at Harvard Business School, in the
1960s. The marketing mix consists of four basic elements called the four Ps
Product is the first P representing the actual product. Price represents the process
of determining the value of a product. Place represents the variables of getting the
product to the consumer like distribution channels, market coverage and
movement organization. The last P stands for Promotion which is the process of
reaching the target market and convincing them to go out and buy the product.

Type of Advertising:

Virtually any medium can be used for advertising. Commercial advertising media
can include wall paintings, billboards, street furniture components, printed flyers
34

and rack cards, radio, cinema and television adverts, web banners, mobile
telephone screens, shopping carts, web popups, skywriting, bus stop benches,
human billboards, magazines, newspapers, town criers, sides of buses, banners
attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback
tray tables or overhead storage bins, taxicab doors, roof mounts and passenger
screens, musical stage shows, subway platforms and trains, elastic bands on
disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets,
shopping cart handles (grabertising), the opening section of streaming audio and
video, posters, and the backs of event tickets and supermarket receipts. Any place
an "identified" sponsor pays to deliver their message through a medium is
advertising.

Television:

The TV commercial is generally considered the most effective mass-market

advertising format, as is reflected by the high prices TV networks charge for
commercial airtime during popular TV events. The average cost of a single thirtysecond TV spot during this game has reached US$3 million. The majorities of
television commercials feature a song or jingle that listeners soon relate to the
product. Virtual advertisements may be inserted into regular television
programming through computer graphics. It is typically inserted into otherwise
blank backdrops or used to replace local billboards that are not relevant to the
remote broadcast audience. More controversially, virtual billboards may be
inserted into the background where none exist in real -life. This technique is
especially used in televised sporting events Virtual product placement is also
possible.

35

Road Advertising:

Radio advertising is a form of advertising via the medium of radio. Radio

advertisements are broadcasted as radio waves to the air from a transmitter to an
antenna and a thus to a receiving device. Airtime is purchased from a station or
network in exchange for airing the commercials. While radio has the obvious
limitation of being restricted to sound, proponents of radio advertising often cite
this as an advantage.

Press Advertising:

Press advertising describes advertising in a printed medium such as a newspaper,

magazine, or trade journal. This encompasses everything from media with a very
broad readership base, such as a major national newspaper or magazine, to more
narrowly targeted media such as local newspapers and trade journals on very
specialized topics. A form of press advertising is classified advertising, which
allows private individuals or companies to purchase a small, narrowly targeted ad
for a low fee advertising a product or service. There are several tips on making a
print ad stand out more. The attached hyperlink will show you a you tube video
about these tips Link label.

Online Advertising:

Online advertising is a form of promotion that uses the Internet and World Wide
Web for the expressed purpose of delivering marketing messages to attract
customers. Examples of online advertising include contextual ads that appear on

36

search engine results pages, banner ads, in text ads, Rich Media Ads, Social
network advertising, online classified advertising, advertising networks and e-mail
marketing, including e-mail spam.

Billboard Advertising:

Billboards are large structures located in public places which display

advertisements to passing pedestrians and motorists. Most often, they are located
on main roads with a large amount of passing motor and pedestrian traffic;
however, they can be placed in any location with large amounts of viewers, such
as on mass transit vehicles and in stations, in shopping malls or office buildings,
and in stadiums.

Mobile Billboard Advertising:

Mobile billboards are generally vehicle mounted billboards or digital screens.

These can be on dedicated vehicles built solely for carrying advertisements along
routes reselected by clients, they can also be specially equipped cargo trucks or, in
some cases, large banners strewn from planes. The billboards are often lighted;
some being backlit, and others employing spotlights. Some billboard displays are
static, while others change; for example, continuously or periodically rotating
among a set of advertisements. Mobile displays are used for various situations in
metropolitan areas throughout the world, including:

Target advertising
One-day, and long-term campaigns
37

 Conventions
Sporting events
Store openings and similar promotional events
Big advertisements from smaller companies
Others

In-store Advertising:

In-store advertising is any advertisement placed in a retail store. It includes

placement of a product in visible locations in a store, such as at eye level, at the
ends of aisles and near checkout counters, eye- catching displays promoting a
specific product, and advertisements in such places as shopping carts and in-store
video displays.

Covert Advertising:

Covert advertising, also known as guerrilla advertising, is when a product or brand

is embedded in entertainment and media. For example, in a film, the main
character can use an item or other of a definite brand, as in the movie Minority
Report, where Tom Cruise's character John Anderton owns a phone with the Nokia
logo clearly written in the top corner, or his watch engraved with the Bulgari logo.
Another example of advertising in film is in I, Robot, where main character played
by Will Smith mentions his Converse shoes several times, calling them "classics,"
because the film is set far in the future. I, Robot and Spaceballs also showcase
futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the
38

front of the vehicles. Cadillac chose to advertise in the movie The Matrix
Reloaded, which as a result contained many scenes in which Cadillac cars were
used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and
Aston Martin cars are featured in recent James Bond films, most notably Casino
Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle
shows a large Dodge logo on the front. Blade Runner includes some of the most
obvious product placement; the whole film stops to show a Coca-Cola billboard.

Celebrities:

This type of advertising focuses upon using celebrity power, fame, money,
popularity to gain recognition for their products and promote specific stores or
products. Advertisers often advertise their products, for example, when celebrities
share their favorite products or wear clothes by specific brands or designers.
Celebrities are often involved in advertising campaigns such as television or print
adverts to advertise specific or general products. The use of celebrities to endorse
a brand can have its downsides, however. One mistake by a celebrity can be
detrimental to the public relations of a brand. For example, following his
performance of eight gold medals at the 2008 Olympic Games in Beijing, China,
swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did
not want to associate with him after he was photographed smoking marijuana.

Sales Promotion:

Sales promotions are another way to advertise. Sales promotions are double
purposed because they are used to gather information about what type of
customers you draw in and where they are, and to jumpstart sales. Sales
39

promotions include things like contests and games, sweepstakes, product

giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal
of sales promotions is to stimulate potential customers to action.

Media and advertising approaches:

Increasingly, other media are overtaking many of the "traditional" media such as
television, radio and newspaper because of a shift toward consumer's usage of the
Internet for news and music as well as devices like digital video recorders (DVRs)
such as TiVo. Advertising on the World Wide Web is a recent phenomenon. Prices
of Web-based advertising space are dependent on the "relevance" of the
surrounding web content and the traffic that the website receives. Digital signage
is poised to become a major mass media because of its ability to reach larger
audiences for less money. Digital signage also offer the unique ability to see the
target audience where they are reached by the medium. Technology advances has
also made it possible to control the message on digital signage with much
precision, enabling the messages to be relevant to the target audience at any given
time and location which in turn, gets more response from the advertising. Digital
signage is being successfully employed in supermarkets. Another successful use of
digital signage is in hospitality locations such as restaurants and malls. E-mail
advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is
known as "e- mail spam". Spam has been a problem for email users for many
years. Some companies have proposed placing messages or corporate logos on the
side of booster rockets and the International Space Station. Controversy exists on
the effectiveness of subliminal advertising (see mind control), and the
pervasiveness of mass messages (see propaganda). Unpaid advertising (also called
"publicity advertising"), can provide good exposure at minimal cost. Personal
recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat
40

of equating a brand with a common noun (in the United States, "Xerox" =
"photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" =
vacuum cleaner, "Nintendo" (often used by those exposed to many video games) =
video games, and "Band-Aid" = adhesive bandage) these can be seen as the
pinnacle of any advertising campaign. However, some companies oppose the use
of their brand name to label an object. Equating a brand with a common noun also
risks turning that brand into a generalized trademark - turning it into a generic
term which means that its legal protection as a trademark is lost.

As the mobile phone became a new mass media in 1998 when the first paid
downloadable content appeared on mobile phones in Finland, it was only a matter
of time until mobile advertising followed, also first launched in Finland in 2000.
By 2007 the value of mobile advertising had reached $2.2 billion and providers
such as delivered billions of mobile ads. More advanced mobile ads include
banner ads, coupons, Multimedia Messaging Service picture and video messages,
advantages and various engagement marketing campaigns. A particular feature
driving mobile ads is the 2D Barcode, which replaces the need to do any typing of
web addresses, and uses the camera feature of modern phones to gain immediate
access to web content. 83 percent of Japanese mobile phone users already are
active users of 2D barcodes. A new form of advertising that is growing rapidly is
social network advertising. It is online advertising with a focus on social
networking sites. This is a relatively immature market, but it has shown a lot of
promise as advertisers is able to take advantage of the demographic information
the user has provided to the social networking site. Friend advertising is a more
precise advertising term in which people are able to direct advertisements toward
others directly using social network service. From time to time, The CW
Television Network airs short programming breaks called "Content Wraps," to
advertise one company's product during an entire commercial break. The CW

41

pioneered "content wraps" and some products featured were Herbal Essences,
Crest, Guitar Hero II, CoverGirl, and recently Toyota. Recently, there appeared a
new promotion concept, "Advertising", and advertising on Augmented Reality
technology.

Evolution of advertising in retail:

The retail boom is no news. An interesting

spin-off

development

is

that

of

the

advertising industry, which is probably the

second biggest beneficiary of the retail boom

falling just behind the realtors and, of

course, the consumers. AdEx India, a
division of TAM Media Research, have generated their report on the advertising
trends of retail sector on television. This indicates that advertising by retail
industry registered a rise of 12 per cent on TV during January-May 2008, as
compared to the same period last year.
Independent retailers had the lion's share at 83%
Regional-based advertising by retail outlets South zone channels garnered
56% of ad volumes
Nearly half of the advertising share contributed by GECs
Subhiksha and Saravana Stores were the top 2 retailers
Future Group's Home Town topped among the new retail outlets launched
Overall, Jan-May'08 saw nearly 700 ads per day by retail outlets
Advertising by Big bazaar:

42

Big Bazaar faces a formidable competition from the unorganized sector. Change in
consumer behavior, intensification of competition with the emergence of new
players has made it difficult to achieve the forecasted success. An insight into
unorganized retailing reveals that it enjoys higher margin due to many reasons
including low operational cost, and low taxations. Being aware of the threats and
opportunities present in the Indian retailing, the top management at Big bazaar
planned various strategic alternatives. Big Bazaar has huge promotion budgets.
The biggest idea behind all advertisements is to prompt people to do bulk
shopping. There are two types of promotional strategies of big bazaar. One is the
holistic advertisement which promotes the brand and creates awareness among
people. Other type of promotion is the particular store oriented promotion. There
are promotional efforts even inside the store. Big Bazaar ensures that no other
kirana store / departmental store are offering considerable discount compared to its
own price. This helped it Big Bazaar in being the "value for money" store. Product
mix at Big Bazaar is compared to kirana store.
Big bazaar believes in advertising its brand and offers. We often encounter big
bazaars advertisement in the newspapers. Big Bazaar wazirpur is no different the
various promotional schemes are decided by the main office and all the outlets run
these schemes, they understand the importance of communication. The Future
Group has created a category for the growing media industry called Future Media,
which is to be a medium through which advertisers can communicate with
shoppers in the store. On the effectiveness of this method of reaching the
customer, Partho Dasgupta, Chief Executive Officer, Future Media, says You are
communicating to the consumer when and where it matters at the time of
making a purchase decision. The company is considering all types of ways to
reach the customer, including digital signage, audio, video and blue-tooth
technology etc. The Future Group has switched its media agency and has selected
43

Starcom to handle its account which is around Rs. 2-2.5 billion and is said to be
one of the largest accounts in the past five years. The company was earlier with
Carat for the past two years. As Pantaloon expands across all formats and is
rapidly increasing its sq ft space from 4 million sq ft to 30 million sq ft, the
company is also looking for creative agencies. At present the company uses Mudra
for its value retail segment and Percept for its lifestyle retail segment. The various
promotional schemes undertaken by big bazaar are as follows:

The punch line of Big Bazaar says IS SE SASTA AUR ACCHA KAHI
NAHI. This line gives the feeling that Big Bazaar gives merchandise
which is cheapest in the market or in other words the value for money
which a customer will be getting here will be more than anywhere else.

Wednesday is the cheapest day. This is done to divert some of the crowd
coming on weekends to a relatively free day. Big bazaar advertises
Wednesdays as the cheapest day in all the leading dailies across the capital.
This offer targets housewives and encourages them to purchase groceries
and vegetables because no one purchases vegetables on a weekly basis,
they purchase it at least two times a week.

Big Bazaar has announced a unique exchange offer `Bring anything old and
take anything new. Under the exchange offer, old garments, utensils,
furniture, plastic ware, newspapers or just about anything will be weighed
and valued and customers will be given exchange coupons. There is also a
direct exchange on mobile and electronic goods during the period with
attractive discounts on new purchases.

Big Bazaars `The Great Exchange Offer has mobilized more than two
lakh families to actually carry the junk of the house and offload it at the
nearest Big Bazaar. Retail analysts say that generally February and March
are dull months for consumer buying in the country and therefore this kind
of a promotion campaign is needed to boost sales during the period.
44

PANTALOON groups hypermarket chain, Big Bazaar, celebrated Republic

Day as the Maha Savings Day, when shoppers at Big Bazaar and Food
Bazaar outlets across the country, were offered merchandise at rock bottom
prices.

The Maha Savings Day saw shoppers got deals they have never seen or
heard before. The offers spread across categories from electronics to
utensils, from apparel to furniture and also food. For example pressure
cooker for Rs 299, two Ruf n Tuf Jeans for Rs 499, and a Motorola C115
for Rs 1,399.

Big Bazaar usually runs a full page advertisement on Saturdays and

Sundays in all the leading dailies communicating various offers. This is
done to attract crowds on weekends because most of the people usually
shop during weekends.

Pantaloons retail India limited provides Green card, this Green Card is
passport to a whole new world of exclusive benefits and privileges. These
includes:
o

Instant discounts for every time you shop at Pantaloons.

Exclusive shopping days to get hold of latest merchandise.

Regular updates on collections and promos via catalogues, sms and

email.

Special invites to the most happening events.

Extended exchange periods and complimentary drops for alterations.

Exclusive billing counters and much more.

Big bazaar in association with ICICI banks has launched loyalty

cards for the customers. They are:

45

ICICI Bank Big Bazaar Silver Credit Card It gives you the
benefits of regular cards and additional features to make your
shopping not only enjoyable but also a way to save more with Big
Bazaar.

ICICI Bank Big Bazaar Gold Credit CardThe card brings to you
more reasons to save and earn rewards on its usage. It gives you all
the benefits of regular cards and additional features to make your
shopping not only enjoyable but also a way to save more with Big
Bazaar.

Shakti Card

Shakti is a credit card for housewives. You need not submit income
proof. Simply show your Big Bazaar bill of more than Rs. 500 and a
lifestyle proof like club membership card, health club card etc. And
get your Shakti. You can use Shakti at all the Big Bazaar and Food
Bazaar outlets

Advertising strategy at Big Bazaar:

The departmental store chain Big Bazaar has launched a commercial sometime
back to promote 'The Great Exchange Offer'.

46

The commercial portrays how customers can exchange any old and broken items
(junk) and get new products at a discounted price from Big Bazaar. The 30
seconds film unfolds through the eyes of a cabbie in a busy city street, he is
intrigued by the disruptive visual of a well-dressed office executive carrying a
bundle of old newspaper and walking through a crowded place. The cabby then
notices a young office going lady in western wear carrying a rusty bucket filled
with broken utensils, the cabbie is absolutely confounded but continues to follow
her with a broken tyre in his hand and comes across another absurd situation of a
highly placed executive in a chauffeur driven car with a broken commode on the
top of the car. Penultimate situation reveals everybody is heading towards Big
Bazaar for the exchange offer; the cabbie comes out of the store happy and excited
after getting an amazing deal for his junk tyre Moving images are interspersed
with supers that hi-light the amazing prices a consumer can get for his junk. The
sound track uses a typicalka ba da guy's shout as he walks through City Street
calling for junk. The month of January and February is generally a low-key affair
in terms of customer footfalls and revenue generation. Innovative, out of the box
47

promotions is one of the effective ways to draw customer attention and shore up
the revenue. Historically Exchange schemes have been used to induce better sales,
it also has a strong appeal with the Indian mindset of getting value even for their
junk, states an official release from Big Bazaar

48

5. RECOMMENDATION AND CONCLUSION

Recommendations

Big Bazaar should increase its aisle area for more convenient shopping to
its customers.
It should improve its ambience as its closest competitors are having edge
over it on this parameter.
Big Bazaar should have more of cash counters so that people does not have
to stand in long queue in order to get billing.
Big Bazaar should work on its advertising, though it is known for its
creative advertising but the message should reach to each of the target
customer so should use more rigorous use of all types of media.
It should change its Tagline which gives the same message but is still easily
distinguishable, as most of its competitors are having almost similar tag
lines that creates jargon for customer.
It can convert shopping in to a great experience by playing some good
music.
Big Bazaar has to improve its quality of products especially in apparels.
Conclusion
Every business conducted for the purpose of selling or offering for sale any goods,
wares, or merchandise, other than as a part of a "wholesale business" to the final
consumer can be defined as retail business Retail is the second-largest industry in
the India both in number of establishments and number of employees. The Indian
retail industry generates $3.8 trillion in retail sales annually ($4.2 trillion if food
49

service sales are included), approximately $11,993 per capita. The retail sector is
also one of the largest worldwide. Advertising is indispensable part of any Retail
business. They help to entice the customers from local retailer of unorganized
system to the big retail companies of organized system .In organized retail system
sales promotion and advertising is even far more important because they need a
big force to drag them into these giant retail stores. Big Bazaar has been using
these promotional techniques since its establishment that helps it in maintaining as
well as increasing its sales. It mainly counts on sales promotion techniques and
advertising that have always been unique.
6. BIBLIOGRAPHY

Web Links-

http://www.media4exchange.com/
http://www.wark.com/
http://www.ibef.org/
http://www.economicstimes.com/
http://www.bigbazaar.com/
http://www.etretailbiz.com/
http://www.magportal.com/
http://www.retailindustry.about.com/
http://www.adpunch.com/
http://www.hindubusinessline.com/
50

Books Referred:

Belch. E. George and Belch. A. Michael, Advertising and Promotion

Sixth Edition, Tata Mcgraw Hill.
Kotler Philip, Marketing management Eleventh Edition, Pearson
Education.
Beri G.C.,Marketing Research Third Edition, Tata Mcgraw Hill.

51

52