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Title page (includes your name, project title, company name, company logo, college name),
2. Certificate from company,
3. Certificate from college,
4. Declaration,
5. Acknowledgement,
6. Preface,
7. Table of content (Index), &
[Followed by pages as mentioned in the Index].
All Missing
COMPANY PROFILE
basket of Indian customers. In the lifestyle segment, the group operates Pantaloons, a
fashion retail chain and Central, a chain of seamless malls. In the value segment, its
marquee brand, BIG BAZAAR is a hypermarket format that combines the look,
touch and feel of Indian bazaars with the choice and convenience of modern retail.
3
In 2008, BIG BAZAAR opened its 100th store, marking the fastest ever organic
expansion of a hypermarket. The first set of Big Bazaar stores opened in 2001 in
Kolkata, Hyderabad and Bangalore.
The groups speciality retail formats include supermarket chain Food Bazaar,
sportswear retailer - Planet Sports, electronics retailer - eZone, home improvement
chain - Home Town and rural retail chain, Aadhaar, among others. It also operates
popular shopping portal - www.futurebazaar.com.
Future Capital Holdings, the groups financial arm provides investment advisory to
assets worth over $1 Billion that are being invested in consumer brands and
companies, real estate, hotels and logistics. It also operates a consumer finance arm
with branches in 150 locations.
Other group companies include, Future Generali, the groups insurance venture in
partnership with Italys Generali Group, Future Brands, a brand development and IPR
company, Future Logistics, providing logistics and distribution solutions to group
companies and business partners and Future Media, a retail media initiative. The
groups presence in Leisure & Entertainment segment is led through, Mumbai-based
listed company Galaxy Entertainment Limited. Galaxy leading leisure chains, Sports
Bar and Bowling Co. and family entertainment centres, F123.
AREA
OPERATING
CATAGORY
40,000 sq ft
BIGBAZAAR EXPRESS
40,000 to 75,000 sq ft
STANDARD BIGBAZAAR
75,000 sq ft
BIGBAZAAR SUPERCENTRES
Future Groups joint venture partners include, US-based stationery products retailer,
Staples and Middle East-based Axiom Communications.
Future Group believes in developing strong insights on Indian consumers and
building businesses based on Indian ideas, as espoused in the groups core value of
Indianness. The groups corporate credo is, Rewrite rules, Retain values.
BIGBAZZAR is a subgroup of FUTURE GROUP INDIA LTD.
The main mission of future group BIGBAZZAR is to deliver
everything,everywhere,everytime for every Indian consumer in the most profitable
manner.
They share the vision and belief that their customers and stake holders shall future
scenarios in the consumption space leading to economic development.
Bigbazaar specifically targets working women and home makers who are
the primary decision makers.
FUTURE GROUP TRUSTS: Genuine products with warranty.
7 days deliver guarranty.
Easy returns at stores.
PROMOTIONS: Low prices on Wednesday.
Concept of Bigdays.
Promotional offers: Buy one get one free.
Buy one get 40% off on second.
Flat discounts.
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.
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VALUES
Respect & Humility: to respect every individual and be humble in our conduct.
Simplicity & Positivity: Simplicity and positivity in our thought, business and
action.
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HISTORY OF RETAILING:
It is one of the biggest employers in the world. It eats up a large chunk of our money.
It is the retail industry.
Retailing is a massive, passive beast that pervades just about all our lives. Virtually
all of us shop, sometimes as a pleasure and sometimes as a burdenous chore.
But when and how did it all begin? The answer is probably to do with surpluses. As
we got better at cultivating the land, some people found that even after feeding their
families and animals and putting food into storage, there was some left over. Rather
than waste this surplus, it was traded for other surpluses or perhaps tools or other
objects.
Those that had enough land and were particularly good at producing food from it
would have realized that they were on to a good thing by deliberately producing
surpluses. Eventually the informal trade in goods would have become more
organized, with central markets being formed where these producers could get
together on a regular basis in order to exchange goods.
Of course, trading goods for other goods is all very well until you have just about
every thing you are likely to ever need, or the product you want has yet
13
to be produced. In order to get around this, people started to owe goods to other
people. Early forms of credit may have just been verbal agreements. As time passed,
some traders and producers decided to keep a record of what was owed. One way this
was done was by the debtor leaving some collateral with the creditor - some object or
an animal that was held by the creditor until the debt was paid. This was OK until the
debtor needed the tool or animal in order to produce the very goods that were owed.
An alternative way of denoting credit was to use a symbolic object, such as small
animal. Since small animals are not very portable, it became more normal to use
small inanimate objects such as pebbles. Over time these small object became more
decorated and valued and eventually metal coins and paper notes became more and
more familiar. So early trading gave rise to money.
As time passed, some producers would have found they were better at selling the
goods than growing them (or perhaps enjoyed it more!). Others preferred to stick to
growing. So there was a gradual separation of the producers and the traders.
14
And it was not just food that was sold. Tools, trinkets, jewelry, cups, plates and many
other objects would have been traded as well.
The informal markets would, over time, become more formal and more permanent.
So shops began.
15
Other traders would prefer to travel around selling their goods. These became known
as peddlers. Selling from a regular market, from a permanent shop or peddling goods
are known collectively as retailing.
Retail concept is old in india.Worlds first departmental store started in
Rome.Todays kirana stores are based on Manusmriti and Kautilyas
arthshastra.Haats,melas, mandis and door to door salesmen are traditional Indian
retail.
Retailing and wholeselling consists of many organisations designed to bring goods
and services from the point of production to point of use.
Retailing includes all the activities involved in selling goods and services directly to
final consumers for their personal non business use.Retailers can be classified in
terms of store retailers,non store retailing and retail organizations.
16
CURRENT SCENARIO:
India rank first in terms of emerging market potential in ratail sector.Current retail
market is US $250 billion.Growth rate of retail sector in India is 8-10% per annum.
Near about 12 millon retail outlets are spread across India.
FDI In retail sector increases from US $3.1 billion in 2003 to over US $ 7.6 billion in
2009.
TYPES OF RETAILERS:
Retailers are broadly classified into 3 categories:
Food Retailers.
General Merchandise Retailers.
Service Retailers.
OTHER SERVICES PROVIDED BY RETAILERS:
Retail not only provides products to the customer but also gives different types of
services like:
Airlines and travel agents.
Banks.
Health club.
17
CHALLENGES:
Largely urban phenomenon ,pace of growth is still slow.
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SECTOR DETAIL:
In India, the most of the retail sector is unorganized. In India, the retail
business contributes around 10 percent of GDP. Of this, the organized retail
sector accounts only for about 5 percent share, and the expected annual growth
rate is 5% per annum andremaining share is contributed by the unorganized
sector.
20
CHART:
21
TYPES OF RETAILING:
There are several types we can see in retailing. They are like:
SPECIALITY STORE:
Narrow product line with deep assortment ,viz apparel stores, book
stores etc. Ex: The limited ,The body shop.
DEPARTMENTAL STORE:
Several products lines- typically clothing,household goods,home
furnishings- with each line operated as a separate department managed
by specialist buyers or merchandisers.
Example:Sears,Bloomingdales
SUPERMARKETS:
Relatively large,low cost,low margin, high volume self service
operation designed to serve total needs for food, laundry & household
maintenance products.
Example: Kroger, Safeway.
CONVENIENCE STORES:
Relatively small store located near residential area,open long
hours,seven days a week and carrying a limited line of high-turnover
convenience products at slightly higher prices.
Example:7-Eleven, Circle K.
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DISCOUNT STORE:
Standard merchandise sold at lower prices with lower margines and
higher volume.Example: Wal-Mart.
23
OFF-PRICE RETAILERS:
Merchandise bought at less than regular wholesale prices & sold at less
than retail; often-leftover goods,overruns and irregulars obtained at
reduced prices from manufactures or other retailers.
Example: T.J.MAXX. Mikassa (dinnerware).
SUPERSTORE:
Averages 35,000 square feet of selling space traditionally aimed at
meeting consumers' total needs for routinely purchased food and nonfood items. Usually offer services such as laundry, dry cleaning, shoe
repair, check cashing & bill paying.
Example: Borders books & Music, IKEA.
HYPERMARKETS:
Hypermarkets range between 80,000 and 220,000 square feet and
combine supermarket,discount & warehouse retailing principles.
Product assortment goes beyond routinelypurchased goods & includes
furniture, large & small appliances, clothing items and manyother items.
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FUTURE RETAIL
Retail forms the core business activity at Future Group and most of its businesses in
the consumption space are built around retail. Future Groups retail network touches
the lives of more than 200 million Indians in 73 cities and 65 rural locations across
the country. The group currently operates around 1,000 stores spread over 16 million
square feet of retail space. Present in the value and lifestyle segments, the groups
retail formats cater to almost the entire consumption expenditure of a wide crosssection of Indian consumers.
Led by Pantaloon Retail, the groups flagship company, the group manages some of
Indias most popular retail chains like Pantaloons - a chain of fashion
destinations, Big Bazaar - a uniquely Indian hypermarket chain, Food Bazaar - a
supermarket chain that blends the look, touch and feel of Indian bazaars with aspects
of modern retail like choice, convenience and quality and Central - a chain of
seamless destination malls.
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Some of its other formats include Ethnicity- India's first concept store, which
recreates the experience of a traditional ethnic market in a modern retail
format, Brand Factory, Planet Sports, aLL, Top 10 and Star and Sitara. The
group also operates Indias most popular online shopping
portal www.futurebazaar.com.
Retailing of products and services related to home building and home improvement is
led through the groups formats, Home Town, a large-format home solutions store,
along with specialized formats for home furniture and home furnishing
through, Collection i and Furniture Bazaar and consumer electronics
through eZone and Electronics Bazaar.
The group also operates Indias leading rural retailing chain,Aadhaar that is present
in over 65 locations in rural India. Aadhaar, an agri-service cum rural retail initiative,
provides a complete solution provider for the Indian farmer.
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FUTURE BRANDS
The Future Group has built a strong portfolio of some of the fastest growing
consumer brands in India. This activity is led through Future Brands India Limited,
a specialized subsidiary company that was set up to create and build powerful brands
that address the aspirations of the new Indian consumer.
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29
PRODUCTS AT BIGBAZAAR:
30
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INSURANCE
Future Generali
Future Groups foray into life and non life insurance services and products is led
through Future Generali India Life Insurance Company and Future Generali India
Insurance Company, respectively.
Future Groups partner, Generali Group was established in 1831 in Italy and is now
amongst the three largest insurance companies in Europe and is ranked 30th on the
Fortune 500 list. It has more than 3,50,000 shareholders, 70,000 employees and is
present in 40 countries across the globe.
The joint venture company - between Pantaloon Retail and Generali Group - Future
Generali brings in a new wave of innovation in the insurance space. Apart from
retailing insurance products in the exciting environment of shopping malls and
consumption centres the companies are also setting up a robust pan-India footprint in
over 100 cities and towns across the country.
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FCH acts as the investment advisor to the Rs. 350 Crore (approximately US$ 89
Million) Kshitij Venture Capital Fund, an onshore SEBI-registered venture capital
fund, whose main focus is developing retail malls in India. It also acts as the
investment advisor to three offshore investment managers namely:
Indivision Capital Management, the offshore investment manager of the US$ 425
Million offshore private equity fund, Indivision India Partners.
FHL Developments Company LLC, the offshore investment manager of the US$
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34
VENTURES
Future Ventures, seeks to promote and participate in innovative and
emerging business ventures in India. The company intends to play a role in powering
entrepreneurship, by promoting or participating in diverse business activities,
primarily in consumption-led sectors in the country, which it defines as sectors
whose growth and development will be determined primarily by the growing
purchasing power of Indian consumers and their changing tastes, lifestyle and
spending habits.
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36
Through these associations, FHDL will not only be involved with the design,
development and delivery of the programs, but also offer a value proposition that
takes into account the businesss needs both in terms of costs and benefits.
With FHDL, Future Group has created a centre of higher learning, which provides the
learner an opportunity to build self and thereby a career through completely Indian
references and methodology, at their three Learning Centers based in Ahmedabad,
Bangalore and Kolkata. FHDL employs a large number of Learning Specialists
across locations.
37
FUTURE MEDIA
Future Media India Limited, aims to create media properties in the ambience of
consumption, and aid consumer-brand engagement, converting footfalls into eyeballs,
creating trends and thereby, the desire to change.
The company was incorporated on March 8, 2006 and its operations commenced
from January 1, 2007. The company offers relevant engagement through its media
properties like Future Visual Spaces, Future Activation, Future Print, Future
Radio, Future TV, Future Fuel and Future Theatre.
Amongst print properties, Future Media offers My World, a monthly magazine for
Future Group customers. Future Media has also launchedFuture TV, the first
retailer-owned channel in India that aims to provide a completely unique audio-visual
experience within an in-store environment.
38
Logistics forms a critical business activity across Future Groups businesses. Future
Supply Chain Solutions Limited (FSCS), a specialized subsidiary, offers strategic,
focused and consolidated approach to meet the groups large supply chain
requirements as well as those of select supply and business partners.
The Future Supply Chain Solutions team currently oversees the operations of an
existing fleet of over 600 dedicated trucks, contracted from established regional and
national transport carriers, most of which are now equipped with GPS sets. In
addition it provides integrated end-to-end SCM, warehousing and distribution, multimodal transportation and container freight station. The total consolidated warehouse
space that the company intends to have operational by 2010-11 is nearly 7.50 million
square feet.
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The companys presence in the fast growing leisure and entertainment space is
established through its affiliate company, Galaxy Entertainment Corporation Ltd and
its partnership with Mumbai-based Blue Foods.
Galaxy Entertainment Corporation Ltd
GECL operates Leisure Brands including The Bowling Company, The Sports Bar
and The Brew Bar. F123 is the companys kids gaming and entertainment zone while
it operates Sportsbar Express under its The Sports Bar concept.
Future Consumer Products Limited
FCPL is a subsidiary company of Pantaloon Retail India Limited, incorporated in
September 2007. The company has two brands under its
umbrella - SACH & S Drive, inspired by Sachin Tendulkar. These brands
operate in categories such as foods, apparels, personal care and general
merchandize among others, and are available through Future Group formats.
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41
The pillars on which the deliverables of Future Knowledge Services are based
include IT-based applications and implementation modules; Design,Built and Run to
enable businesses to function smoothly and accurately.
SAP as the backbone provider, ensures connectivity throughout the groups retail
formats, warehouses, vendor partners and allied businesses. In
addition VPN and Business Intelligence and Data Warehousing tools have also
been incorporated as a robust decision making enabler. Further, cutting edge
technology advancements at the store level for better operational efficiencies and
transaction enhancements are underway.
42
FUTURE E-TAILING
Futurebazaar.com, is the groups foray into the consumer e-commerce business in
India. The website is owned and operated by Future Bazaar India Limited, a
subsidiary of Pantaloon Retail (India) Limited.
The company through its website, www.futurebazaar.com, provides customers with
a streamlined, efficient and world class personalized shopping experience, which is
supported with the best technology platform.
Popular Indian computer magazine PC World named Future Bazaar as theBest
Indian Website 2007 in the Shopping category.
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INTRODUCTION TO STORE:
Bigbazaar ,Rave Moti
Gutaiya Crossing
Kanpur ,Uttar Pradesh-208001
Phone no.-0512-2502826
This store is of two floor and divided into levels based on the nature of
products.There are 21 departments in this store and approx 120 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 inside the store he will find all kinds of products.
Bigbazaar is not just another hypermarket.It caters to every need of customers
family. Where Big Bazaar scores over other stores is its value for money preposition
for the Indian customers.
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FASHION:
MENSWEAR
WOMENSWEAR
BOYSWEAR
GIRLSWEAR
INFANTWEAR & ACCESSORIES
JEWELLERY
WATCHES
SUNGLASSES
ELECTRONIC BAZAAR:
ELECTRONICS
HOME APPLIANCES
KITCHEN APPLIANCES
FOOTWEAR:
MENS SANDALS & SLIPPERS
MENS FORMAL SHOES
MENS SPORTS SHOES
MENS CASUAL FOOTWEAR
WOMENS SANDALS & SLIPPERS
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MOBILES:
CELLPHONES:-
GSM HANDSETS
CDMA HANDSETS
MORE:
AUTO ACCESSORIES
GIFT VOUCHERS
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FOOD BAZAAR
1) BEVERAGES:
(a) SOFTDRINKS
(b) MINERAL WATER
(c) JUICES
(d) HEALTH DRINKS
2) CONFECTIONARIES:
(a) ALL KINDS OF CHOCOLATES AND CONFECTIONARIES
3) FRUITS AND VEGETABLES.
4) STAPLES:
a) PULSES, RICE, FLOUR, OILS MASALA ITEMS.
b) DRY FRUITS
c) READY MEALS
d) BREAKFAST CEREALS
5) PROCESS DEPT:
a) CORN FLAKES
b) CHIPS
c) INSTANT MIXES
d) BREAD ITEMS
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ANAGEMENT OF STORE:
STORE MANAGER
ASST STORE
MANAGER(BIG)
ASST STORE
MANAGER(FOOD)
DEPARTMENT
MANAGER
DEPARTMENT
MANAGER
DEPARTMENT
MANAGER(FURNIT
URE &
ELECTRONICS)
DEPARTMENT
MANAGER
(GENERAL
MERCHANDISE)
DEPARTMENT
MANAGER(FOOT
WEAR &
LUGGAGE)
ASST
DEPARTMENT
MANAGER
TEAM LEADER
TEAM MEMBERS
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SECURITY MEASURES:
They have Loss Prevention Cell (LPC) that will be looking after the safety
measures in the organizations. There are five members in each store.
PROCESS: In case any theft is done in Bigbazaar they will catch the person & they
will charge a fine on him and they will fill one form that he had done the mistake &
they will take all 10 fingures thumb impression.
51
AWARDS
CNBC Awaaz Consumer Awards 2009
Most Preferred Multi Brand Food & Beverage Chain - Big Bazaar
52
Future Group was awarded the Most Admired Retail Company of the year by the
Indian Retail Forum at a glittering ceremony organised in Mumbai. Mr Kishore
Biyani also won Retail Face of the Year.India Retail Forum (IRF) is a platform for
intellectual insights and information exchange for the retail business in the Indian
subcontinent. The forum presents the business of retail in the region to a global
audience, with the express aim of facilitating understanding about and encouraging
investment in this massive marketplace.
Big Bazaar, the value format of Future Group bagged the Best Retailer Of The Year (
Hypermarket).
53
Food Bazaar bagged the INDIASTAR Award for Best Packaging Innovation in India,
for its private label brand Fresh And Pure Chakki Atta.
INDIASTAR Award is a biennial event which aims to promote and encourage
excellence in packaging design, innovation and technology. The contest was
established in 1972 and is considered as the most popular and premier event for
Indias packaging fraternity. This year there were around 357 entries and the
participants had to submit a sample of their designs for selection.With this award,
Pantaloon Retail (India) Limited becomes the first Indian Retailer to win the
prestigious INDIASTAR Award.
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Retail Asia Publishing Pte, the institutor of these awards, aims to set a platform that
appraise, raises and recognizes the development and growth of retailing throughout
the Asia Pacific region.
Coca-Cola Golden Spoon Awards 2008
Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani.
Most Admired Food & Grocery Retailer of the Year Supermarkets: Food
Bazaar.
Most Admired Food & Grocery Retailer of the Year - Hypermarkets: Big
Bazaar.
Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: Big
Bazaar.The Coca-Cola Golden Spoon Awards 2008, were given away for the
first time as a culmination of the Food Forum India 2008 - a two day
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convention which saw the participation of leading brands, retailers & retail
support organizations from across the globe.
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Research Methodology,
(Types of Research - Research Design, Sampling Design, Tools, Sample Units, Hypothesis, Data Collection
Methods),
missing
RESEARCH METHEDOLOGY:
Since the study is on retail sector, first the detailed study of the store is been
conducted about its management team , its structure, the number of departments .
Based on the topic, objectives were set and to arrive at the opinion on objectives a
set of 100 questionnaires was designed of 10 questions each and response is collected
from the customers who visited the store.
For data collection Random Convenient Sampling method was
adopted. For this project the area of research is Kanpur.
SUB OBJECTIVES OF PROJECT:
1. To know the promotional strategy of Bigbazaar.
2. To know the relationship between promotional strategy and buying decisions.
57
Primary Data :
Secondary Data:
Field Survey
Big bazaar records
Text books & journals.
Company Websites
Area of Research:
Kanpur
Research approach:
Survey method
58
SAMPLING METHOD:
Since the study is restricted to Retail Sector, all the functional departments of
Bigbazaar and the respondents are found at the store only so accordning to the
convenience, randomly they are picked so sampling method used in the study is
Random Convenient Sampling.
Sampling:
Sample Size:-
100 respondents
Sampling Method:-
Sample Unit:-
Customer of Bigbazaar
Measuring Tool:-
Questionnaire
59
NO OF RESPONDENTS
PERCENTAGE
Big bazaar
77
77%
15
15%
8%
Other Retailers
TOTAL
100
100%
60
ANALYSIS:
From the survey, from 100 respondents, 77% of them gave1st preference to Big
Bazaar 15% of them gave preference to Vishal Mega Mart and 8% were gave to other
retailer .
INTERPRETATION:
Most of the customers are given 1st preference to Big
Bazaar compare to other retailers.
61
NO OF RESPONDENTS
PERCENTAGE
T.V.Adevertisement
23
23%
Hoardings.
34
34%
Newspaper
31
31%
Bus paintings
12
12%
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ANALYSIS:
From the above graph i can come to know that, among 100respondents, 23% of them
come to know about Big Bazaar through TV advt., 34% of the respondents told that
through Hoardings, 31% of them through news paper , and 12%came to know
through bus painting.
INTERPRETATION:
Hoarding is the most influencing factor which is responsible for awareness of Big
Bazaar.
63
NO OF RESPONDENTS
PERCENTAGE
YES
87
87%
NO
13
13%
64
TOTAL
100
100%
100
90
80
70
60
50
40
Series 1
87
30
20
10
13
0
YES
NO
ANALYSIS:
Among the 100 respondents, 87% of them
they are aware of promotional offers, 13% told they have
told that they are not aware.
INTERPRETATION:
65
NO OF RESPONDENTS
PERCENTAGE
Offer
51
51%
Service
9%
Quality
23
23%
66
Availability of products
TOTAL
17
17%
100
100%
ANALYSIS:
Among 100 respondent 51% customer they have told that they are attracted by the
offers and 9% of them told that they are attracted by service and 235 of them told that
they are attracted by quality and only 17% of them told that only for availability of
products.
INTERPRETATION:
67
Most of the people attracted towards Bigbazaar only for the promotional offers.So
offer is the most influencing factor among those.
NO OF RESPONDENTS
PERCENTAGE
Offer
43
43%
Service
11
11%
68
Quality
21
21%
Effective advertisement
25
25%
TOTAL
100
100%
ANALYSIS:
Among the respondent 43 of them told that offer is responsible for their purchase
decision and 9 of them told that service and 23 of them told that quality an only 25 of
them told that effective advertisement.
INTERPRETATION:
69
Among those factors, offer is the emerging factor which is responsible for purchase
decision of buyers.
NO OF RESPONDENTS
PERCENTAGE
70
YES
77
77%
NO
23
23%
TOTAL
100
100%
ANALYSIS:
71
RESPONSE
NO OF RESPONDENTS
PERCENTAGE
YES
98
98%
NO
2%
TOTAL
100
100%
ANALYSIS:
73
8)Looking at the promotions of Big Bazaar does your purchase pattern changes?
74
RESPONSE
NO OF RESPONDENTS
PERCENTAGE
YES
83
83%
NO
17
17%
TOTAL
100
90
100%
Series 1
80
70
60
50
40
83
Series 1
30
20
10
17
0
YES
NO
ANALYSIS:
75
unexpected offers?
RESPONSE
NO OF RESPONDENTS
PERCENTAGE
YES
94
94%
NO
6%
TOTAL
100
100%
77
ANALYSIS:
Among 100 respondents 94 of them they are interested to buy products under
unexpected offers and only 6 of them told that they do not buy.
INTERPRETATION:
Most of the customer interested to buy under unexpected offers only.
78
FINDINGS:
INFORMATION SEARCH AND EVALUATION PROCESS
Among 100 respondent 51% customer they have told that they
are attracted by the offers and 9% of them told that they are
attracted by service and 235 of them told that they are attracted
by quality and only 17% of them told that only for availability
of products.
79
Among 100 respondents 94 of them they are interested to buy products under
unexpected offers and only 6 of them told that they do not buy.
80
SWOT ANALYSIS:
81
RECOMMANDATIONS:
Big bazaar should keep offers in regular intervals so that there should not be a
long term gap, because offer is the most influencing factor which is responsible
for customer purchase decision.
And they also concentrate on T V advertisement they should show ads and
promotional offers in a regular interval in three languages like Hindi , English.
82
CONCLUSION:
Indian retail sector is witnessing one of the most hectic Marketing activities of all
times. The companies are fighting to win the hearts of customer who is God said by
the business tycoons. There is always a first mover advantage in an upcoming
sector. In India, that advantage goes to BIG BAZAAR. It has brought about many
changes in the buying habits of people. It has created formats, which provide all
items less than one roof at low rates.
The consumers preferences are changing & they are moving from Traditional Kirana
stores to Modern Retail outlet. Its the main challenge to the Modern retail outlets to
attract the customers towards them from that of competitors. To attract more
customers companies have to carry out the promotional activities in unique way. BIG
BAZAAR has maintained that uniqueness & has succeeded in attracting customers.
The promotional activity of the company, which famous as
Less Price than others as it says Nobody Sells Cheaper and Better! is made its
place in minds of customer. As the competition is becoming stiff in the market the
activities conducted by the company are unique, that have brought fruitful result to
the company. Among them sales Promotions is one of the leading activity or unique
among all other activities & has high influence on the customer walk-in.
83
LIMITATIONS:
The study was restricted to only the customers of BIG BAZAAR, Kanpur.
The time constant was a limiting factor, as more time required carrying out
study on other aspects of the topic.
The result and analysis based on the customer survey method and small sample
size has taken only 100.
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ANNEXURE:
QUESTIONNAIRE
NAME:
CONTACT NO.
ADDRESS:
1. Which store first comes to your mind when you think of purchasing a
product?
a) Big bazaar
b) Vishal Mart
c) Others
2. From which source did you come to know about Big Bazaar outlet.
a) T.V Advertisement
b) Hoardings
c) Bus paintings
d) News papers
3. Are you aware of promotional offers conducted by big bazaar?
a) Yes
b) No
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4. Please choose below the factor which attracted you most at the Big
Bazaar.
a) Offer
b) Service
c) Quality
d) Availibility of products
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SIGNATURE OF CUSTOMER
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BIBLIOGRAPHY:
REFERENCE BOOKS:
Marketing Management: Philip Kotler
Advertising & Sales: Promotion Belch & Belch.
Retail Management: Bajaj & Srivastava.
Research Methodology: Cooper & Schindler.
JOURNALS & BOOKS:
Business World.
Business Today.
WEBSITES:
www.google.com
www.pantaloon.com
www.wikipedia.com
www.futuregroup.com
www.timesofindia.com
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