https://gtumbanotes.wordpress.

com/mba-sip-project-reports/
http://1000projects.org/mba-projects.html
https://www.scribd.com/
http://www.allprojectreports.com/MBA-Projects/Marketing-Project-Report.htm
http://www.slideshare.net/search/slideshow?searchfrom=header&q=sales+and+distrib
ution+in+dmart

Project on sales promotion in big bazaar

1. CHAPTER-I 1.1 INTRODUCTION 1.1.1 SALES PROMOTION Sales are the lifeblood
of a business, without sales there would be no business in the first place; ther
efore it is very important that if a business wants to succeed, it should have a
sales promotion strategy in mind. The primary objective of a sales promotion is
to improve a company's sales by predicting and modifying your target customer's
purchasing behavior and patterns. Sales promotion is very important as it not o
nly helps to boost sales but it also helps a business to draw new customers whil
e at the same time retaining older ones. There are a variety of sales promotiona
l strategies that a business can use to increase their sales, however it is impo
rtant that we first understand what a sales promotion strategy actually is and w
hy it is so important. A sales promotion strategy is an activity that is designe
d to help boost the sales of a product or service. This can be done through an a
dvertising campaign, public relation activities, a free sampling campaign, a fre
e gift campaign, a trading stamps campaign, through demonstrations and exhibitio
ns, through prize giving competitions, through temporary price cuts, and through
door-to-door sales, telemarketing, personal sales letters, and emails. The impo
rtance of a sales promotion strategy cannot be 1
2. underestimated. This is because a sales promotion strategy is important t
o a business boosting its sales. When developing a sales promotion strategy for
your business, it is important that you keep the following points in mind. Consu
mer attitudes and buying patterns Your brand strategy Your competitive strategy
Your advertising strategy And other external factor that can influence your prod
ucts availability and pricing. 1.1.2 ADVANTAGES OF SALES PROMOTION Importance to
Consumers Increased Buying Confidence Distribution of free samples is probably
the fastest and best way through which manufacturers can push consumers to try a
product. Once satisfied with the quality of the sample product, consumers becom
e more confident about buying a new product. Reduced Rates During promotional ca
mpaigns, companies offer their products at discounted rates. 2
3. Consumers like to make use of such occasions to buy larger quantities of
such products. A sales promotion campaign makes the job of the sales team much e
asier. Thanks to the offers and sales, customers are positively inclined towards
buying a particular product. 1.1.3 METHODS OF SALES PROMOTION Some of the most
common methods used in sales promotion strategies include: 1. Coupons 2. Price d
iscounting 3. Gift with purchase offers 4. Sampling 5. Mail in offers and rebate
s 6. Refund and premium offers 7. Group promotions 8. Frequent user/loyalty ince
ntives 9. Point-of-sale displays 3
4. 1.2 INDUSTRY PROFILE 1.2.1 INDIAN RETAIL INDUSTRY India retail industry i
s the largest industry in India, with an employment of around 8% and contributin
g to over 10% of the country's GDP. Retail industry in India is expected to rise
25% yearly being driven by strong income growth, changing lifestyles, and favor
able demographic patterns. It is expected that by 2016 modern retail industry in
India will be worth US$ 175- 200 billion. India retail industry is one of the f
astest growing industries with revenue expected in 2007 to amount US$ 320 billio
n and is increasing at a rate of 5% yearly. A further increase of 7-8% is expect
ed in the industry of retail in India by growth in consumerism in urban areas, r
ising incomes, and a steep rise in rural consumption. It has further been predic
ted that the retailing industry in India will amount to US$ 21.5 billion by 2010
from the current size of US$ 7.5 billion. Shopping in India has witnessed a rev
olution with the change in the consumer buying behavior and the whole format of
shopping also altering. Industry of retail in India which has become modern can
be seen from the fact that there are multi- stored malls, huge shopping centers,
and sprawling 4
5. complexes which offer food, shopping, and entertainment all under the sam
e roof. India retail industry is expanding itself most aggressively as a result
a great demand for real estate is being created. Indian retailers preferred mean
s of expansion is to expand to other regions and to increase the number of their
outlets in a city. It is expected that by 2010, India may have 600 new shopping
centers. In the Indian retailing industry, food is the most dominating sector a
nd is growing at a rate of 9% annually. The branded food industry is trying to e
nter the India retail industry and convert Indian consumers to branded food. Sin
ce at present 60% of the Indian grocery basket consists of non- branded items. I
ndia retail industry is progressing well and for this to continue retailers as w
ell as the Indian government will have to make a combined effort. 5
6. 1.3 COMPANY PROFILE 1.3.1 FUTURE GROUP The field of study was conducted a
t Big bazaar a unit of Pantaloon Retail (India) Limited. Pantaloon Retail (India
) Limited, is India s leading retailer that operates multiple retail formats in bo
th the value and lifestyle segment of the Indian consumer market. Headquartered
in Mumbai (Bombay), the company operates over 12 million square feet of retail s
pace, has over 1000 stores across 71 cities in India and employs over 30,000 peo
ple. The company s leading formats include Pantaloons, a chain of fashion outlets,
Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket cha
in, blends the look, touch and feel of Indian bazaars with aspects of modern ret
ail like choice, convenience and quality and Central, a chain of seamless destin
ation malls. Some of its other formats include Brand Factory, Blue Sky, all, Top
10 and Star and Sitara. The company also operates an online portal, futurebazaa
r.com. A subsidiary company, Home Solutions Retail (India) Limited, operates Hom
e Town, a large-format home solutions store, Collection i, 6
7. selling home furniture products and eZone focused on catering to the cons
umer electronics segment. Pantaloon Retail was recently awarded the Internationa
l Retailer of the Year 2007 by the US-based National Retail Federation (NRF) and
the Emerging Market Retailer of the Year 2007 at the World Retail Congress held
in Barcelona. Pantaloon Retail is the flagship company of Future Group, a busin
ess group catering to the entire Indian consumption space. 1.3.2 Future Group Fu
ture Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of Indi
a s leading business houses with multiple businesses spanning across the consumpti
on space. While retail forms the core business activity of Future Group, group s
ubsidiaries are present in consumer finance, capital, insurance, leisure and ent
ertainment, brand development, retail real estate development, retail media and
logistics led by its flagship enterprise, Pantaloon Retail, the group operates o
ver 12 million square feet of retail space in 71 cities and towns and 65 rural l
ocations across India. Headquartered in Mumbai (Bombay), Pantaloon Retail employ
s around 30,000 people and is listed on the Indian stock exchanges. The company
follows a multi-format retail strategy that captures almost the entire consumpti
on basket of Indian customers. In the lifestyle segment, the group operates Pant
aloons, a fashion retail chain and Central, a chain of seamless malls. In the va
lue segment, its marquee brand, Big Bazaar is a 7
8. hypermarket format that combines the look, touch and feel of Indian bazaa
rs with the choice and convenience of modern retail. In 2008, Big Bazaar opened
its 100th store, marking the fastest ever organic expansion of a hypermarket. Th
e first set of Big Bazaar stores opened in 2001 in Kolkata, Hyderabad and Bangal
ore. The group s specialty retail formats include, books and music chain, Depot, s
portswear retailer, Planet Sports, electronics retailer, Ezone, home improvement
chain, Home Town and rural retail chain, Aadhar, among others. It also operates
popular shopping portal, futurebazaar.com. Future Capital Holdings, the group s f
inancial arm provides investment advisory to assets worth over $1 billion that a
re being invested in consumer brands and companies, real estate, hotels and logi
stics. It also operates a consumer finance arm with branches in 150 locations. O
ther group companies include, Future General, the group s insurance venture in par
tnership with Italy s General Group, Future Brands, a brand development and IPR co
mpany, Future Logistics, providing logistics and distribution solutions to group
 companies and business partners and Future Media, a retail media initiative. Th
e group s presence in Leisure & Entertainment segment is led through, Mumbai-based
listed company Galaxy Entertainment Limited. Galaxy leading leisure chains, Spo
rts Bar and Bowling Co. and family entertainment centres, F123. Through its part
ner company, Blue Foods the group operates around 100 restaurants and food court
s through brands like 8
9. Bombay Blues, Spaghetti Kitchen, Noodle Bar, The Spoon, Copper Chimney an
d Gelato. Future Group s joint venture partners include, US-based stationery produ
cts retailer, Staples and Middle East-based Axiom Communications. The group s flag
ship company, Pantaloon Retail was awarded the International Retailer of the Yea
r 2007, by the US-based National Retail Federation, the largest retail trade ass
ociation and the Emerging Market Retailer of the Year 2007 at the World Retail C
ongress in Barcelona. Future Group believes in developing strong insights on Ind
ian consumers and building businesses based on Indian ideas, as espoused in the
group s core value of Indianness. The group s corporate credo is, Rewrite rules, Retain
values. 1.3.3 Vision: Future Group shall deliver Everything, Everywhere, Every t
ime for Every Indian Consumer in the most profitable manner. 1.3.4 Mission: They
share the vision and belief that our customers and stakeholders shall be served
only by creating and executing future scenarios in the consumption space leadin
g to economic development. They will be the trendsetters in evolving delivery fo
rmats, creating retail realty, making consumption affordable for all customer se
gments for classes and for masses. 9
10. They shall infuse Indian brands with confidence and renewed ambition. Th
ey shall be efficient, cost- conscious and committed to quality in whatever we d
o. They shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful. 1.3.5 Core value
s: Indianness: confidence in ourselves. Leadership: to be a leader, both in thou
ght and business. Respect & Humility: to respect every individual and be humble
in our conduct. Introspection: leading to purposeful thinking. Openness: to be o
pen and receptive to new ideas, knowledge and information. Valuing and Nurturing
Relationships: to build long term relationships. Simplicity & Positivity: Simpl
icity and positivity in our thought, business and action. Adaptability: to be fl
exible and adaptable, to meet challenges. Flow: to respect and understand the un
iversal laws of nature. 1.3.6 Major Milestones 10
11. 2001- Three Big Bazaar stores launched within a span of 22 days in Kolka
ta, Bangalore and Hyderabad. 2002- Food Bazaar, the supermarket chain is launche
d. 2004- Central - India s first seamless mall is launched in Bangalore. 2005- Gro
up moves beyond retail, acquires stakes in Galaxy Entertainment, Indus League Cl
othing and Planet Retail. Sets up India s first real estate investment fund Kshiti
j to build a chain of shopping malls. 2006- Future Capital Holdings, the company s
financial is formed to manage over $1.5 billion in real estate, private equity
and retail infrastructure funds. Plans forays into retailing of consumer finance
products. Home Town, a home building and improvement products retail chain is l
aunched along with consumer durables format, Ezone and furniture chain, Furnitur
e Bazaar. Future Group enters into joint venture agreements to launch insurance
products with Italian insurance major, General Forms joint ventures with US offi
ce stationery retailer, Staples. 2007- Future Group crosses $1 billion turnover
mark. Specialized companies in retail media, logistics, IPR and brand developmen
t and retailled technology services become operational. 2008- Future Capital Hol
dings becomes the second group company to make a successful Initial Public Offer
ing in the Indian capital markets. Big Bazaar crosses the 100-store mark, markin
g one of the fastest ever expansion of a hypermarket format anywhere in the worl
d. Total operational 11
12. retail space crosses 10 million square feet mark. Future Group acquires
rural retail chain, Aadhar present in 65 rural locations. 1.3.7 Passion for Reta
il At Pantaloon Retail, Empowerment is what you acquire and Freedom at Work is w
hat you get. They believe the most valuable assets are People. Young in spirit,
adventurous in action, with an average age of 27 years, our skilled & qualified
professionals work in an environment where change is the only constant. Powered
by the desire to create path-breaking practices and held together by values, wor
k in this people intensive industry is driven by softer issues. In our world, ma
king a difference to Customers lives is a Passion and performance is the key that
makes it possible. Out of the Box thinking has become a way of life at Pantaloo
n Retail and living with the change, a habit. Leadership is a value that is foll
owed by one and all at Pantaloon Retail. Leadership is the quality that motivate
s us to never stop learning, stretching to reach the next challenge, knowing tha
t we will be rewarded along the way. In the quest of creating an Indian model of
retailing, Pantaloon Retail has taken initiatives to launch many retail formats
that have come to serve as a benchmark in the industry. Believing in leadership
has 12
13. given us the optimism to change and be successful at it. We do not predi
ct the future, but create it. At Pantaloon Retail you will get an opportunity to
handle multiple responsibilities, and therein, the grooming to play a larger ro
le in the future. Work is a unique mix of preserving our core Indian values and
yet providing customers with a service, on par with international standards. Pan
taloon Retail is not just an organization - it is an institution, a centre of le
arning & development. We believe that knowledge is the only weapon at our dispos
al and our quest for it is focused, systematic and unwavering. At Pantaloon Reta
il, we take pride in challenging conventions and thinking out of the box, in tra
velling on the road less traveled. Our corporate doctrine Rewrite Rules, Retain V
alues is derived from this spirit. Over the years, the company has accelerated gr
owth through its ability to lead change. A number of its pioneering concepts hav
e now emerged as industry standards. For instance, the company integrated backwa
rds into garment manufacturing even as it expanded its retail presence at the fr
ont end, well before any other Indian retail company attempted this. It was the
first to introduce the concept of the retail departmental store for the entire f
amily through Pantaloons in 1997. The company was the first to launch a hypermar
ket in India with Big Bazaar, a large discount store that it commissioned in Kol
kata in October 2001. And the company introduced the country to the Food Bazaar,
a unique 'bazaar' within a hypermarket, which was launched in July 2002 in Mumb
ai. Embracing our leadership value, the 13
14. company launched all in July 2005 in Mumbai, making us the first retaile
r in India to open a fashion store for plus size men and women. Today we are the
fastest growing retail company in India. The number of stores is going to incre
ase many folds year on year along with the new formats coming up. The way we wor
k is distinctly "Pantaloon". Our courage to dream and to turn our dreams into re
ality - that change people s lives, is our biggest advantage. Pantaloon is an invi
tation to join a place where there are no boundaries to what you can achieve. It
means never having to stop asking questions; it means never having to stop rais
ing the bar. It is an opportunity to take risks, and it is this passion that mak
es our dreams a reality. 1.3.8 BIG BAZAAR Big bazaar, Pondy Bazaar was the secon
d store to make an impact in the minds of the customer. It was opened in the mon
th of June, 2008. Situated in the midst of an IT hub, it welcomes customers with
exciting offers and discounts. Pondy bazaar is among the few areas in Chennai t
hat is full of activities with shopping malls, eat out joints, restaurants etc.
This also brings a lot of competition for the store. Measures are taken to retai
n the customers by training the employees to be polite and vigilant. 1.3.9 The v
arious departments in the store are as follows Food bazaar department 14
15. Cash department Plastics, Utensils and Crockery Appliances Footwear New
Business Developments Depot Home Linen Furniture Apparels Visual merchandise Hu
an Resource Administration Ware house / Logistics Maintenance Luggage Customer S
ervice Department. 15
16. 1.4 REVIEW OF LITERATURE 1.4.1 Promotion & Consumption Does consumption
respond to promotion? Many studies have focused on the effects of promotion on b
rand switching, purchase quantity, and stockpiling and have documented that prom
otion makes consumers switch brands and purchase earlier or more. The consumers co
nsumption decision has long been ignored, and it remains unclear how promotion a
ffects consumption (Blattberg et al. 1995). Emerging literature in behavioural a
nd economic theory has provided supporting evidence that consumption for some pr
oduct categories responds to promotion. Using an experimental approach, Wansink
(1996) establishes that significant holding costs pressure consumers to consume
more of the product. Wansink and Deshpande (1994) show that when the product is
perceived as widely substitutable, consumers will consume more of it in place of
its close substitutes. They also show that higher perishability increases consu
mption rates. Adopting scarcity theory, Folkes et al. (1993) 16
17. show that consumers curb consumption of products when supply is limited
because they perceive smaller quantities as more valuable. Chandon and Wansink (
2002) show that stockpiling increases consumption of high convenience productsmo
re than that of low-convenience products. 1.4.2 Sales Promotion and Consumer Res
ponse/ Preference Consumer promotions are now more pervasive than ever. Witness
215 billion manufacturer coupons distributed in 1986, up 500% in the last decade
(Manufacturers Coupon Control Center 1988), and manufacturer expenditures on tr
ade incentives to feature or display brands totalling more than $20 billion in t
he same year, up 800% in the last decade (Alsop 1986; Kessler 1986). So far, not
much work has been done to identify the purchasing strategies that consumers ad
opt in response to particular promotions, or to study how pervasive these strate
gies are in a population of interest. Blattberg, Peacock and Sen (1976) define a
purchase strategy as a general buying pattern which "incorporates several dimen
sions of buying behaviour such as brand loyalty, private brand proneness and dea
l proneness." A greater understanding of the different types of consumer respons
es to promotions can help managers to develop effective promotional programs as
well as provide new insights for consumer behaviour theorists who seek to unders
tand the influence of different types of environmental cues on consumer behaviou
r. 17
18. Blattberg, Eppen, and Liebermann (1981), Gupta (1988), Neslin, Henderson
, and Quelch (1985), Shoemaker (1979), Ward and Davis (1978), and Wilson, Newman
,and Hastak (1979) find evidence that promotions are associated with purchase ac
celeration in terms of an increase in quantity purchased and, to a lesser extent
, decreased inter purchase timing. Researchers studying the brand choice decisio
n-for example, Guadagni and Little (1983) and Gupta (1988)-have found promotions
to be associated with brand switching. Montgomery (1971), Schneider and Currim
(1990), and Webster (1965) found that promotion-prone households were associated
with lower levels of brand loyalty. According to Rust, Ambler, Carpenter, Kumar
, & Srivastava (2004), it is important to measure marketing asset of a firm whic
h they define as customer focused measures of the value of the firm (and its off
erings) that may enhance the firm s long-term value. To measure this, they focus o
n two approaches: brand equity and customer equity. Measuring brand equity deals
with the measurement of intangible marketing concepts, such as product image re
putation and brand loyalty. Rajagopal (2008) supports the view of measuring the
marketing asset of a firm and highlights that the major advantage of a brand mea
surement system is that it links brand management and business performance of th
e firm and is a strategic management tool for continuous improvement rather than
a static snapshot in time of the brand s performance. Davis (2002) adds that bran
ds should be managed as assets using a top down approach where senior executives
embrace the concept that marketing should have a leading seat at the strategy t
able and use the brands to drive key strategic decisions. Also if senior executi
ves are vocal and show 18
19. commitment to the brands, then employees within an organization will sta
rt taking ownership of the brand. 1.4.3 Sales Promotion Types and Preferences At
this point, it is useful to define what mean by the terms "expected price" and
"price promotion." Following Thaler (1985), it is viewed that the price consumer
s use as a reference in making purchase decisions as the price they expect to pay
prior to a purchase occasion. Further, the expected price may also be called th
e "internal reference price" (Klein and Oglethorpe 1987) as opposed to an extern
al reference price such as the manufacturers' suggested list price. Finally, a b
rand is on price promotion when it is offered with a temporary price cut that is
featured in newspaper advertising and/ or brought to consumers' attention with
a store display sign. The price expectations hypothesis has been used to provide
an alternative explanation for the observed adverse long-term effect of price p
romotions on brand choice (Kalwani et al. 1990). Previous research has shown tha
t repeat purchase probabilities of a brand after a promotional purchase are lowe
r than the corresponding values after a non promotional purchase (Dodson, Tybout
, and Sternthal 1978; Guadagni and Little 1983; Shoemaker and Shoaf 1977). Dodso
n, Tybout, and Sternthal evoke selfperception theory to predict that if a purcha
se is induced by an external cause (such as a price promotion) as opposed to an
internal cause (e.g., the brand will be reduced when the external cause is remov
ed. Promotional purchases". The behaviour of households that have low probabilit
ies of buying a brand upon the retraction of a deal can be explained 19
20. readily in a price expectation framework. It has been suggested that the
price they expect to pay for the brand may be close to the deal price and they
may forego purchasing the focal brand when it is not promoted because its retail
price far exceeds what they expect to pay for it. It has been investigated that
the impact of price promotions on consumers' price expectations and brand choic
e in an interactive computer-controlled experiment. Manohar U. Kalwani and Chi K
in Yim discussed that expected prices were elicited directly from respondents in
the experiment and used in the empirical investigations of the impact of price
promotions on consumers' price expectations. Further, rather than studying the i
mpact of just a single price pro- motion and its retraction, they assessed the s
ignificance of the dynamic or long-term effects of a sequence of price promotion
s. They have concluded that both the price promotion frequency and the size of p
rice discounts have a significant adverse impact on a brand's expected price. Co
nsistent with the findings of Raman and Bass (1988) and Gurumurthy and Little (1
989), they also found evidence in support of a region of relative price insensit
ivityaround the expected price such that changes in price within that region pro
duce no pronounced change in consumers' perceptions. Price changes outside that
region, however, are found to have a significant effect on consumer response. Fu
rther, they discussed that promotion expectations are just as important as price
expectations in understanding consumer purchase behaviour. In particular, consu
mers who have been exposed to frequent price promotions in support of a given br
and may come to form promotion expectations and typically will purchase the bran
d only when it is price promoted. Added to it, in the case of price expectations
, consumer response to promotion expectations was asymmetric in that losses loom
larger than gains. 20
21. Applying Helson's (1964) adaptation-level theory to price perceptions, S
awyer and Dickson (1984) suggest that price promotions may work in the short run
because consumers may use the brand's regular price as a reference and then are
induced by the lower deal price to purchase the brand. However, frequent tempor
ary price promotions may also lower the brand's expected price and lead consumer
s to defer purchases of the brand when it is offered at the regular price. Tvers
ky and Kahneman (1974) have shown that people rely on a limited number of heuris
tic principles that reduce complex tasks of assessing probabilities and predicti
ng values to simpler judgmental operations. In some cases, people may anchor and
adjust their forecasts by starting with a preconceived point and weigh that poi
nt heavily in arriving at a judgment. When the frequency of past price promotion
s is "very low," consumers identify a price promotion offer as an exceptional ev
ent and may not modify the brand's expected price. The brand's expected price th
en will be anchored around the regular price because of insufficient adjustment.
In other cases, people may arrive at a judgment on the basis of how similar or
representative the event is to a class of events. Therefore, when a brand is pri
ce promoted "too often," consumers come to expect a deal with each purchase and
hence expect to pay only the discounted price on the basis of its representative
ness. Davis, Inman, and McAlister (1992) also examine the difference between pre
and post promotion brand evaluations at the individual level but find no eviden
ce that price promotions affect evaluations for frequently purchased branded pac
kaged goods. Across three promoting brands in each of four different product cat
egories, evaluators of promoted brands in the post promotional period are not fo
und to be lower than in the pre 21
22. promotional period, The studies by Scott and colleagues indicate that pr
omotions have a damaging effect on post trial evaluations, whereas Davis, Inman,
and McAlister's study suggests that the impact of promotions on brand evaluatio
ns in these packaged goods categories is, on average, nonexistent. 1.4.4 The Val
ence of a Promotion The price-quality literature has found that a relatively low
er price generally is interpreted as an indicator of inferior quality and that t
his effect is magnified when only price information is available to make a judgm
ent (e.g., Etgar and Malhotra 1981; Monroe and Petroshius 1981; Olson 1977; Rao
and Monroe 1988). Although the economic aspect of price leads to reduced demand
at higher prices, the quality inference leads to enhanced demand at higher price
s or requires a trade-off between price and inferred quality (Hagerty 1978; Levi
n and Johnson 1984). The extent to which consumers use price as an indicator of
quality depends on the availability of alternative diagnostic information (Szybi
llo and Jacoby 1974). Rao and Monroe (19B8) find evidence that, with increased p
roduct familiarity, people increasingly used intrinsic (versus extrinsic) produc
t quality cues to make quality judgments. The greater the amount of other inform
ation available, the smaller will be the effect of price on perceived quality (R
ao and Monroe 1988). Because price promotions reduce price and because lower pri
ces are associated with lower quality, we predict that when 22
23. other information diagnostic of quality is not available, offering price
promotions will lead to inferences of lower quality. Similarly, Lichtenstein an
d Bearden (1986) examine product, circumstance, and person attributions for a pr
omotion. They find that product attributions were valenced negatively, for examp
le, "because the car is inferior" and "because the car has poor styling." Theref
ore, if consumers undertake attributional thinking when exposed to a price promo
tion and if these attributions are to the brand, the attributions are more likel
y to lead to unfavourable brand evaluations. 1.4.5 When Promotion is Informative
The preceding leads to the question: What is the likelihood that a given promot
ion will be attributed to brand related factors rather than external, situationa
l factors? Attribution theorists, starting with Heider (1958), have found that o
bservers attribute another person's behaviour to intrinsic or dispositional qual
ities rather than to situational factors, even when the behaviour easily could b
e explainable by the latter. This phenomenon, called the "fundamental attributio
n error" (or "correspondent inference theory"; Jones and Davis 1965), predicts t
hat consumers attribute promotional behaviour to the disposition of the brand ra
ther than industry characteristics. Thus, because consumers are more likely to a
ttribute promotions to brand-related (versus industry-related) factors and becau
se these factors are typically negative, offering a promotion should affect bran
d evaluations unfavourably. To illustrate, if a brand that has been promoted fre
quently in the past is promoted currently, the current promotion conveys little
that is new about the brand to consumers, and they are not likely to give the cu
rrent behaviour 23
24. much thought. Conversely, if a brand that has never been promoted in the
past is promoted, this is informative and more likely to lead to a re evaluatio
n of the brand. This construct, formally termed "consistency" in the attribution
literature, has been shown to affect the extent to which people make personalit
y inferences about another person given his or her actions (Einhorn and Hogarth
1986; Hastie 1984; Hilton and Slugoski 1986; Jones and Davis 1965; Kelly 1967, 1
972). Consistent with this logic, in the context of reference prices, Lichtenste
in and Bearden (1989) find that consumers' price perceptions were dependent on t
he consistency of merchants' price claim policies. Consumers should find promoti
onal behaviour more informative of a brand's quality when it is inconsistent wit
h past behaviour than when it is consistent. The valence (the intrinsic positive
or negative characteristic) of a behaviour has been well researched in social p
sychology and shown to affect the salience (Fiske 1980) and the processing of in
formation (Fiske 1980; Skowronski and Carlston 1989), Taylor (1991) summarizes t
he differential effects of positive and negative information, arguing that they
have asymmetric effects. These effects include, for example, that negative exper
iences are elaborated upon more than positive experiences, that people search mo
re for negative (versus positive) information when making judgments, and that th
ey weight this information more heavily because they find it more diagnostic tha
n positive information (e.g., Fiske 1980; Hamilton and Zanna 1972. 1974; Herr, K
ardes, and Kim 1991; Kanouse and Hanson 1972). 1.4.6 Promotion Thresholds A prom
otion threshold is the minimum value of price discount required to change consum
ers' intentions to buy. The concept of a threshold 24
25. can be related to the psychological process of discrimination in which a
consumer would not react to stimuli unless the perceived changes were above a j
ust noticeable difference (Luce and Edwards 1958). The concept of a threshold is
widely recognized and acknowledged by both researchers and practitioners. In th
e context of advertising effectiveness, Eastlack and Rao (1986) showed that a mi
nimum level of advertising is needed before advertising has any significant impa
ct on sales. The use of the well-known S-shaped response function also testifies
to the acceptability of the threshold concept. On the basis of assimilation-con
trast theory, Gurumurthy and Little (1989) argue for the existence of a price th
reshold. They suggest that consumers have latitude of acceptance around their re
ference price. Therefore, small price differences within this range or latitude
are less likely to be noticed than prices above or below this range. Kalwani and
Yim (1992) found evidence in support of a region of relative price insensitivit
y around the reference price, such that only price changes outside this region h
ad a significant impact on consumer brand choice. Many managers also believe tha
t price reductions of about 15 percent are needed to attract consumers to a sale
(Della Bitta and Monroe 1980). Therefore, Sunil Gupta and Lee G. Cooper (1992)
proposed that promotion thresholds exist such that consumers do not change their
intention to buy the product unless the price reduction is greater than some th
reshold value. 25
26. CHAPTER II 2.1 SCOPE OF STUDY The study covers to identify the effective
ness of sales promotional tools which carried by big bazaar, perambur. Increase
the sales level by increasing tempo level. The fulfillment of the customers prefe
rence & expectations. To find out the purchasing tendency of the customers 26
27. 2.2 NEED FOR THE STUDY Presently all companies are giving very attractiv
e schemes to their customers and this study is aimed at, what is in the mind of
customers with reference to the sale/purchase, their expectations ,in order to i
ncrease the sales of big bazaar, perambur. Since there are very few companies in
the market, the competition among the companies has hottened up. All players in
this market are trying to prove them selves as a leader. But only companies, wh
ich give the superiority quality products with high competitive pricing and attr
active promotional schemer, only can able to be the market leader. 27
28. 2.3 OBJECTIVE OF THE STUDY PRIMARY OBJECTIVE To find out the sales promo
tional activities carried by big bazaar. SECONDARY OBJECTIVES o To find out the
tools and techniques of sales promotion that used in big bazaar. o To know the l
evel of satisfaction towards the sales promotional activities carried by big baz
aar 28
29. o To identify the factors influencing to buy the product in big bazaar.
o To give the suggestion for improve the sales promotion in competitive market.
2.4 LIMITATION OF THE STUDY Since the survey has been conducted to the customers
of the big bazaar, perambur only. The period of the study is only 60days. It s ve
ry difficult to cover the entire market. Most of the customers show hesitations
to respond. Only 110 customers are taken as sample for the study. 29
30. 2.5 Research Methodology 2.5.1 OVERVIEW OF RESEARCH METHODOLOGY Research
type Descriptive research Population size Customers Of Big Bazaar, Perambur Sam
pling techniques Convenience sampling Sampling area Perambur Sampling size 110 D
ata collection instrument Questionnaire 30
31. Data collection Primary Questionnaire Secondary Journals, websites, book
s Statistical tool Chi square, Simple percentage, Weighted average, Simple Corre
lation 2.5.2 Descriptive Research Descriptive Research is the process of finding
solutions for a problem after a tough study and analysis of situational factors
. It tries to solve a complex and complicated problems through uses of various t
ools and techniques. These tools and techniques try to bring out a logical accur
ate and scientific solution for a given problem. 2.5.3 Research Design Research
Design is the arrangement of conditions for collections and analysis of data in
a manner that aims to combine relevance to the research purpose economy in proce
dure in fact the research design is the conceptual structure within which resear
ch is conducted. It constitutes the blue print for the collection and analysis o
f data. The research design adapted in the study was descriptive study. 2.5.4 Sa
mpling Technique 31
32. The sampling technique which was used is convenience sampling. SOURCES O
F DATA The two main sources of data for the present study been used are primary
and secondary data. PRIMARY DATA This data was collected from the respondents. S
ECONDARY DATA Under this the sources were taken from books, company brochures an
d internet for this study. SAMPLING DESIGN A sampling design is a define plan fo
r obtaining a sample from a given population. It refers to the technique or the
procedure, the research would adopt in selecting items for the sample. Sample is
the process of selecting a sufficient number of elements from the population, s
o that a study of the sample and an understanding of its properties or character
istics would make it possible for us to generalize such properties or characteri
stics to the population elements. SAMPLE POPULATION My sample population is the
customers of the big bazaar, perambur. 32
33. SAMPLE SIZE Considering the nature and extent of the study and with the
time constraint a sample size of 110 respondents have been taken. CHAPTER III METHO
DOLOGY AND FRAMEWORK Statistical tools used for data analysis The following tool
s were used for data analysis and interpretation. i. Percentage method ii. Chi-
square analysis iii. Simple Correlation iv. Weighted average method Percentage m
ethod Percentage refers to a special kind of ration. Percentage is used in makin
g comparisons between two or more series of data. Percentage is used to 33
34. describe relationships. Percentage can also used to compare the relative
terms the distribution of two or more series of data. Chi- square test The obje
ctive of the Chi- square analysis is to determine whether real on significant di
fferences exist among various groups. It helps to find out whether two (or) more
attributes are associated (or) not whether the attributes are dependent (or) in
dependent. Chi square test involves a comparison of expected frequency (Ei) with
the observed frequency (Oi). Simple correlation When two variables are studied
it is a simple correlation. DATA ANALYSIS AND INTERPRETATION Table-3.1.1 Classif
ication of respondents based on age S.No Particulars No of respondents % of resp
ondents 1 18-21 18 17 2 22-25 22 20 3 26-30 30 27 4 31-45 19 17 5 Above 35 21 19
6 Total 110 100 34
35. Source: Primary Data Inference: Majority (27%) of the respondents are in
age of 26-30, 20 % of the respondents are in the age of 22-25, 19% of the respo
ndents are in the age of above 35, 17% of the respondents are in the age of 21-2
5 &18-21. Chart-3.1.1 Classification of respondents based on age 35
36. TABLE- 3.1.2 Classification of respondents based on gender 36
37. s. no Particulars No. of. Respondents % of respondents 1 Male 48 44 2 Fe
male 62 56 3 Total 110 100 Source: Primary Data Inference: From the survey, 44%
of the respondents are male and 56% of the respondents are female. CHART- 3.1.2
Classification of respondents based on gender 37
38. TABLE- 3.1.3 Classification of respondents based on marital status s. no
Particulars No. of. 38 % of respondents
39. Respondents 1 Married 72 65 2 Unmarried 38 35 3 Total 110 100 Source: Pr
imary Data Inference: From the survey 65% of the respondents are married and 35%
of the respondents are female. CHART- 3.1.3 Classification of respondents based
on marital status 39
40. TABLE-3.1.4 Qualification of the respondent 40
41. S.NO Qualification No. of Respondent Percentage 1. 10th 5 5 2. 12th 18 1
6 3. Degree 72 65 4. Others 15 14 Total 110 100 Source: Primary Data Inference 6
5% of the respondents are degree holders, 16% of the respondents are 12 th, 14%
are the other qualification, 5% are 10 th. CHART-3.1.4 Qualification of the resp
ondent 41
42. Percentage 70 60 50 40 Percentage 30 20 10 0 10th 12th Degree Others TAB
LE-3.1.5 Monthly Income of the respondent 42
43. S.NO Customers income No. of Respondent Percentage 1. Below 5000 06 5 2.
5001-10000 22 20 3. 10001-20000 48 44 4. Above 20000 34 31 Total 110 100 Source
: Primary Data Inference: 44% of the respondents are earning 10001-20000,31% are
above 20000,20% of them are 5001-10000,5% are below 5000. CHART-3.1.5 Monthly I
ncome of the respondent 43
 44. Percentage 50 45 40 35 30 25 20 15 10 5 0 Percentage Below 5000 5001-100
00 10001-20000 Above 20000 TABLE-3.1.6 Factors normally consider while purchasin
g a product in big bazaar 44
45. s.no particulars No of Respondents % of Respondents 1 Fragrance 20 18 2
Quality 52 47 3 Company image 13 12 4 Price 20 18 5 Other 5 5 6 total 110 100 So
urce: Primary Data Inference: From the survey it is evident that 47% of the resp
ondents are consider Quality, 18% of respondents Fragrance and quality, 12% are
in company image, 05% of respondents are for others . CHART-3.1.6 Factors normal
ly consider while purchasing a product in big bazaar 45
46. TABLE-3.1.7 Sales promotional activity attracts you more 46
47. s.no particulars No of Respondents % of Respondents 1 Offer 46 42 2 Disc
ounts 40 36 3 Gift 11 10 4 Price 10 9 5 Other 03 3 6 total 110 100 Source: Prima
ry Data Inference: From the survey it is evident that 42% are attracts by offer,
36% are attracts by Discounts, 10% are attracts by Gift, 9% are attracts by pri
ce and 03% are attracts by other promotional activities in Big Bazaar. CHART-3.1
.7 Sales promotional activity attracts you more 47
48. TABLE-3.1.8 Thought about the price of the products 48
49. S. no Particulars No. of respondents % of respondents 1 Highly satisfied
27 25 2 Satisfied 41 37 3 Neutral 31 28 4 Dissatisfied 9 08 5 Highly dissatisfi
ed 2 02 6 total 110 100 Source: Primary Data Inference: From the survey it is ev
ident that 37% of the respondents are satisfied, 28% of respondents Neutral, 25%
are highly satisfied, 08% of respondents are dissatisfied and 02% is highly dis
satisfied regarding the price of the products in Big Bazaar. CHART-3.1.8 Thought
about the price of the products 49
50. TABLE-3.1.9 50
51. Sales promotional activities the customer satisfied more in big bazaar s
.no particulars No of Respondents % of Respondents 1 Payback Offer 16 15 2 Month
ly savings 29 26 3 Gift voucher 11 10 4 Big day offer 38 34 5 Other 16 15 6 tota
l 110 100 Source: Primary Data Inference: From the survey it is evident that 34%
of the respondents are satisfied in Big Day offer, 26% of respondents are satis
fied in Monthly saving offer, 15% are satisfied with Payback Offer, 15% of respo
ndents are satisfied with Other promotional scheme and 10% is satisfied with Gift
voucher. CHART-3.1.9 51
52. Sales promotional activities the customer satisfied more in big bazaar T
ABLE-3.1.10 52
53. Departments that customer prefer to buy more products in big bazaar s.no
particulars No of Respondents % of Respondents 1 Food 42 38 2 Home appliances 1
4 13 3 Toys and sports 21 19 4 Non food 26 24 5 Other 07 6 6 Total 110 100 Sourc
e: Primary Data Inference: From the survey it is evident that 38% of the respond
ents are prefers Food department, 24% of the respondents are prefers Non food de
partment 19% of respondents are prefer Toys and sports, 13% of the respondents a
re prefers Home appliances, 6% of respondents are prefers other that above shown
. CHART-3.1.10 53
54. Departments that customer prefer to buy more products in big bazaar TABL
E-3.1.11 54
55. The approach of sales representative in Big bazaar S. no Particulars No.
of respondents % of respondents 1 Excellent 53 48 2 Good 36 33 3 Average 12 11
4 Poor 09 8 0 0 250 100 5 Very poor 6 Total Source: Primary Data Inference: From
the survey it is evident that 48% of the respondents are Excellent, 33% of resp
ondents good, 11% are average, and 08% of respondents are poor regarding the app
roach of sales representative in big bazaar CHART-3.1.11 55
56. The approach of sales representative in Big bazaar TABLE-3.1.12 56
57. Satisfaction levels with the sales promotional activities carried out by
the company S. no Particulars No. of respondents % of respondents 1 Excellent 2
9 26 2 Good 22 20 3 Average 42 38 4 Poor 10 09 5 Very Poor 07 06 6 Total 110 100
Source: Primary Data Inference: From the survey it is evident that 38% of the r
espondents are Neutral, 26% of respondents highly satisfied, 20% are satisfied,
9% of respondents are dissatisfied and 6% is highly dissatisfied regarding satis
faction levels with the sales promotional activities carried by the company. CHA
RT-3.1.12 57
 58. Satisfaction levels with the sales promotional activities carried by the
company % of respondents 40 35 30 25 20 % of respondents 15 10 5 0 Excellent Go
od Average Poor Very Poor TABLE-3.1.13 58
59. Customer opinions about the advertisement S. no Particulars No. of respo
ndents % of respondents 1 Highly satisfied 05 05 2 Satisfied 17 15 3 Neutral 56
51 4 Dissatisfied 20 18 5 Highly dissatisfied 12 11 6 Total 110 100 Source: Prim
ary Data Inference: From the survey it is evident that 51% of the respondents ar
e Neutral, 18% of respondents dissatisfied, 15% are satisfied, 11% of respondent
s are highly dissatisfied and 5% is highly satisfied regarding customer opinions
about the advertisement. CHART-3.1.13 59
60. Customer opinions about the advertisement 60
61. TABLE-3.1.14 Customer consideration about promotional schemes while purc
hasing a product s.no particulars No of Respondents % of Respondents 1 Yes 66 60
2 No 44 40 3 Total 110 100 Source: Primary Data Inference: From the survey it i
s evident that 60% of customers consider promotional schemes and remaining 40% a
re not considering it. 61
62. CHART-3.1.14 Customer consideration about promotional schemes while purc
hasing a product 62
63. TABLE-3.1.15 Opinions about big bazaar in customer point of view in avai
lability of products S. no Particulars No. of respondents % of respondents 1 Exc
ellent 33 30 2 Good 41 37 3 Average 32 29 4 Poor 03 03 5 Very poor 01 01 6 Total
110 100 Source: Primary Data Inference: From the survey it is evident that 37%
of the respondents are good, 30% of respondents Excellent, 29% are average, 03%
of respondents are poor and1% of respondents are very poor regarding opinions ab
out availability of product in big bazaar. 63
64. CHART-3.1.15 Opinions about big bazaar in customer point of view in avai
lability of products 64
65. TABLE-3.1.16 Medium do you feel is suitable to promote the various promo
tional schemes S. no Particulars No. of respondents % of respondents 1 Radio 03
03 2 TV 27 25 3 News paper 53 48 4 Posters and banners 17 15 5 Others 10 09 6 to
tal 110 100 Source: Primary Data Inference: From the survey it is evident that 4
8% of the respondents are feeling News paper is suitable to promote the various
promotional schemes, 25% of respondents are by TV, 15% are by posters and banner
s, 09% of respondents are by other than the above shown and 3% are by radio. 65
66. CHART-3.1.16 Medium do you feel is suitable to promote the various promo
tional schemes 66
67. TABLE-3.1.17 Thought about the sales service of big bazaar S. no Particu
lars No. of respondents % of respondents 1 Excellent 40 36 2 Good 34 31 3 Averag
e 27 25 4 Poor 08 07 5 Very poor 01 01 6 Total 110 100 Source: Primary Data Infe
rence: From the survey it is evident that 36% of the respondents are Excellent,
31% of respondents Good, 25% are average, 07% of respondents are poor and1% of r
espondents are very poor for thought about the sales service of big bazaar. 67
68. CHART-3.1.17 Thought about the sales service of big bazaar 68
69. TABLE-3.1.18 Promotional activities needs better improvement in big baza
ar S. no Particulars No. of respondents % of respondents 1 Offer 24 22 2 Discoun
t 26 24 3 Gift 27 25 4 Price 22 20 5 other 11 10 6 Total 110 100 Source: Primary
Data Inference: From the survey it is evident that 25% of the respondents are s
ays need to improvement in Gifts, 24% of respondents says in Discount, 22% are s
ays in offer, 20% of respondents are in Price and 10% are says in other than the
above shown. 69
70. CHART-3.1.18 Promotional activities needs better improvement in big baza
ar 70
71. TABLE-3.1.19 Customers thought about the big day offers S. no Particular
s No. of respondents % of respondents 1 Excellent 54 49 2 Good 36 33 3 Average 2
0 18 4 Poor 0 0 5 Very poor 0 0 6 Total 110 100 Source: Primary Data Inference:
From the survey it is evident that 49% of the respondents are Excellent, 33% of
respondents Good, 18% are average, 0% of respondents are poor and0% of responden
ts are very poor for thought about the big day offer in big bazaar. 71
72. CHART-3.1.19 Customers thought about the big day offers 72
73. TABLE-3.1.20 Customer choosing big bazaar Perambur S. no Particulars No.
 of respondents % of respondents 1 Near by home town 26 24 2 Customer service 34
31 3 Good will 29 26 4 Lowest Price 8 7 5 other 13 12 6 Total 110 100 Source: P
rimary Data Inference: From the survey it is evident that 31 % of the respondent
s are choosing big bazaar for Customer service, 26% of respondents are choosing
for Good will of the company, 24% are for their convenient , 12% of respondents
are for other than the above shown options and 07% are choosing Big bazaar for t
he lowest price. 73
74. CHART-3.1.20 Customer choosing big bazaar Perambur 74
75. TABLE-3.1.21 Signage or display convey about the product s.no particular
s No of Respondents % of Respondents 1 Yes 71 65 2 No 39 35 3 Total 110 100 Sour
ce: Primary Data Inference: From the survey it is evident that 65% of customers
can understand by signage or display and remaining 35% are not considering it. 7
5
76. CHART-3.1.21 Signage or display convey about the product 76
77. TABLE-3.1.22 Thought about exchange mela S. no Particulars No. of respon
dents % of respondents 1 Excellent 19 17 2 Good 36 33 3 Average 34 31 4 Poor 20
18 5 Very poor 01 1 6 Total 110 100 Source: Primary Data Inference: From the sur
vey it is evident that 33% of the respondents are good, 31% of respondents Avera
ge, 18% are says Poor, 17% of respondents Excellent, 01 are Very Poor are regard
ing thought about exchange mela. 77
78. CHART-3.1.22 Thought about exchange mela % of respondents 35 30 25 20 %
of respondents 15 10 5 0 Excellent Good Average Poor 78 Very poor
79. TABLE-3.1.23 Thought about T24 free recharge S. no Particulars No. of re
spondents % of respondents 1 Excellent 09 08 2 Good 42 38 3 Average 36 33 4 Poor
15 14 5 Very poor 08 07 6 Total 110 100 Source: Primary Data Inference: From th
e survey it is evident that 38% of the respondents are good, 33% of respondents
Average, 14% are said Poor, 08% of respondents Excellent, 07 are Very Poor are r
egarding thought about T24 free recharge. 79
80. CHART-3.1.23 Thought about T24 free recharge % of respondents 40 35 30 2
5 20 % of respondents 15 10 5 0 Excellent Good Average Poor 80 Very poor
81. TABLE-3.1.24 Average billing ranges in Big Bazaar S. no Particulars No.
of respondents % of respondents 1 Below 500 28 25 2 500-1000 43 39 3 1001-3000 2
0 18 4 3001-5000 14 13 5 Above 5000 05 05 6 Total 110 100 Source: Primary Data I
nference: From the survey it is evident that 39% of the respondents are do the b
illing range of 500-1000, 25% of respondents are in the range of Below 500 , 18%
81
82. are in 1001-3000, 13% of respondents in 3001-5000, 05% are do above 5000
. CHART-3.1.24 Average billing ranges in Big Bazaar 82
83. 3.2. Chi-Square Analysis 3.2.1 Analysis between Gender and Department wh
ich prefer to buy the products Hypothesis H0 : There is no significant relations
hip between Gender and Department which prefer to buy the products. H1: There is
significant relationship between Gender and Department which prefer to buy the
products. Table 3.2.1 Analysis between Gender and Department which prefer to buy
the products Gender Department prefer to buy 83
84. Home Food appliances Toys and sports Non Food Other Total Male 16 05 08
16 3 48 Female 26 9 13 10 04 62 Total 42 14 21 26 07 110 Expected frequency Depa
rtment prefer to buy Gender Home Food appliances Toys and sports Non Food Other
Total Male 18.33 6.11 9.16 11.35 3.05 48 Female 23.67 7.89 11.84 14.65 3.95 62 (
Oi Ei) 2 (Oi Ei) 2/Ei Oi Ei 16 18.33 5.43 0.29 05 6.11 1.23 0.20 08 9.16 1.35 0.
15 16 11.35 21.62 1.90 03 3.05 0.25 0.082 26 23.67 5.43 1.48 84
85. 09 7.89 1.11 0.14 13 11.84 1.16 0.09 10 14.65 21.62 1.48 04 3.95 0.25 0.
06 Total 5.872 85
86. X2 = ? (Oi Ei) 2 Ei = 5.872 Degrees of Freedom = (r-1) (c-1) = (2 1) (5 1
) = 04 The table value of X2 at 5% level of significance and 04 degrees of freed
om, X2 0.05 = 9.49 Inference: Calculated value is less than table value. Therefo
re, H0 is accepted. Hence, there is no significant relationship between Gender a
nd Department which prefer to buy the products. 86
87. 3.3 SIMPLE CORRELATION Correlation between the sales promotional activit
ies carried by Big bazaar and sales service. EXCELLENT GOOD AVERAGE POOR VERY PO
OR X 29 22 42 10 7 Y 40 34 27 8 1 Calculation of simple correlation X Y X2 Y2 XY
 29 40 841 1600 1160 22 34 484 1156 748 42 27 1764 729 1134 10 8 100 64 80 7 1 4
9 1 7 SX=110 SY=110 SX2=3238 SY2=3550 SXY=3122 87
88. FORMULA FOR CORRELATION = SXY v SX2 SY2 = 3122 v 3238*3550 = 0.9209 The
value more than 0.5 is said to be highly correlated and the value for this corre
lation is 0.9. So it is highly correlated. 88
89. 3.4 WEIGHTED AVERAGE METHOD S.No PARAMETERS EXCELLENT GOOD AVERAGE POOR
VERY POOR 1 PAY BACK 2 7 6 0 1 2 MONTHLY SAVING OFFER 3 11 13 1 1 3 GIFT VOUCHER
1 0 9 1 0 4 BIG DAY OFFERS 21 2 13 2 0 5 OTHER 2 2 1 6 5 WEIGHT GIVEN AS: EXCEL
LENT = 5 GOOD = 4 AVERAGE = 3 POOR = 2 VERY POOR = 1 89
90. EXCELLENT GOOD AVERAGE POOR VERY POOR 10 28 18 0 2 PAY BACK MONTHLY SAVI
NG OFFER 5 44 39 3 GIFT VOUCHER 5 0 4 BIG DAY OFFERS 105 5 OTHER 10 S.No 1 PARAM
ETERS WEIGHTED FACTOR WEIGHTED AVERAGE RANK 1 57 0.51 3 2 1 91 0.82 2 27 2 0 34
0.3 5 8 39 4 0 156 1.42 1 8 3 12 5 38 0.34 4 Inference: BIG DAY OFFERS MONTHLY S
AVING - Rank 1 OFFER PAY BACK OTHER GIFT VOUCHER - Rank 2 Rank 3 Rank 4 Rank 5 C
HAPTER IV 4.1 FINDINGS 90
91. Majority (27%) of the respondents are in age of 26-30. From the survey,
44% of the respondents are male and 56% of the respondents are female. From the
survey 65% of the respondents are married and 35% of the respondents are unmarri
ed. From the survey it is evident that 42% are attracts by offer. From the surve
y it is evident that 51% of the respondents are Neutral about the advertisement.
From the survey it is evident that 48% of the respondents are feeling News pape
r is suitable to promote the various promotional schemes. From the survey it is
evident that 25% of the respondents are says need to improvement in Gifts provid
ing to customer to promote. From the survey it is evident that 49% of the respon
dents are Excellent thought about the big day offers. 65% of customers can under
stand by signage or display and remaining 35% are not considering it. From the s
urvey it is evident that 33% of the respondents are says good regarding exchange
mela. Many (33%) of respondents are says average regarding T24 free recharge. O
nly 02% is highly dissatisfied regarding the price of the products in Big Bazaar
. From the survey it is evident that 34% of the respondents are satisfied in Big
Day offer. 91
92. 26% of respondents highly satisfied with the sales promotional activitie
s carried by the company Only 1% of respondents are very poor regarding opinions
about availability of product in big bazaar. 31% of respondents are says Good a
bout the sales service of big bazaar. 47% of the respondents are considering Qua
lity while purchasing a product in big bazaar. 38% of the respondents are prefer
s Food department to purchase in Big bazaar. From the survey it is evident that
48% of the respondents are says Excellent regarding the approach of sales repres
entative in Big bazaar. 60% of customers consider promotional schemes and remain
ing 40% are not considering it. 24% of the customers are choosing big bazaar for
their convenient. From the survey it is evident that 39% of the respondents are
do the billings range of 500-1000. From the calculation I found that there is n
o significant relationship between Gender and Department which prefer to buy the
products. From the analysis I found that for big day, more weight was given, th
en for monthly saving offer, after that for pay back and others. 92
93. 4.2 SUGGESTIONS 1. The company should focus on t24 free recharge (Big ba
zaar telecom service), because this scheme was not reach for many customers. Man
y of the customers are said need better improvement, so that the employee from t
24 department should clearly explain about that. 2. The pay back is also one of
the promotional scheme which need better improvement, so the company can appoint
any employee to convey the details about the payback offer. 3. The ambiance in
the company is average for the customers because of the unwanted background musi
c and irritating sound from the external and the smell from the bakery are also
be rectify in future. 4. The advertisement about the company is also in neutral
for most of the customers so have to give it better way of advertisement like fr
equent telecast about the products and offers of the company. 93
94. 5. Do the better way of the exchange mela for the customers like instead
of giving the discount coupons, give any products which worth for the old one.
4.3 CONCLUSION In my 60 days study on the sales promotional activities and its e
ffectiveness at big bazaar, I have concluded the following. Most of the customer
s buying decisions are depend on the quality and lowest price of the products. M
ost of the customers walk-in to buy the products from food department of big baz
aar. Only monthly savings and big day (SS5D) offer are very good schemes to prom
ote the sales. It was found that the company has very good image in customer s min
d. 94
95. 4.4 QUESTIONNAIRES 1. Name : Age : 18 21( ) 22 25( ) 26 30( ) Above 30(
) o Gender : M ( ) F ( ) o Qualification : 10th ( ) 12th ( ) Degree ( ) Others(
) o Marital status : MARRIED ( ) UNMARRIED ( ) o Occupation : o Monthly Income:
below 5000( ) 5000 10000( ) 10000 20000( ) Above 20000 ( ) 2. Which factors do y
ou normally consider while purchasing a product in big bazaar? Ambience Quality
Company image Price Others 3.Which sales promotional activity attracts you more?
Offer Discount on every article Gift on purchase Prices off 95
96. Others 4. What do you think about the price of the products? Highly sati
sfied Satisfied Moderate Dissatisfied Highly dissatisfied 5. In which sales prom
otional activities are you satisfied more in big bazaar? Payback offer Monthly s
aving offer Gift voucher Big day offer(SS5D) Others if any 6. In which departmen
t you prefer to buy more products in big bazaar Perambur? Food Home appliances T
oys and sports Non food (soap, men, grooming) Others 96
97. 7. What do you think about the approach of sales representative? Excelle
nt Good Average Bad Very bad Your opinion about 8. Opinion about the sales promo
tional activities carried by the company? Excellent Good Average Poor Very poor
9. What is your opinion about the advertisement? Highly satisfied Satisfied Aver
age Dissatisfied Highly Dissatisfied 10. Do you consider promotional schemes whi
le purchasing a product in big bazaar? Yes 97
98. No 11. What is your opinion about big bazaar on available of product? Ex
cellent Good Average Poor Very poor 12. Which medium do you feel is suitable to
promote the various promotional schemes? Radio TV Newspaper Hoarding Others 13.
What do you think about the sales service of big bazaar? Excellent Good Average
Bad Very bad 98
99. 14. Which promotional activities needs better improvement in big bazaar?
Offer Discount Gift Price Others 15. What do you think about Big Day (SS5D) off
er? Excellent Good Average Poor Very poor 16. Why you choosing Big Bazaar? Near
by home town Customer service Company image Low price Others 17. Do you understa
nd about the products by signage (or) display? Yes 99
100. No 18. What do you think about exchange mela? Excellent Good Average Po
or Very poor 19. What do you think about T24 free recharge (Big bazaar s telecom s
ervice)? Excellent Good Average Poor Very poor 20. May I know your average billi
ng range in big bazaar, Perambur? Below 5000 501-1000 1000-3000 3001-5000 Above
5000 100
101. 21. Any suggestions to improve the sales promotional activities in big
bazaar. ---------------------------------THANK YOU-----------------------------
4.5 BIBLIOGRAPHY Books Referred 101
102. Research Methodology: C.R. KOTHARI Research Methodology: C.P.GUPTA Mark
eting Management: PHILIP KOTLER Websites www.futuregroup.in www.hrsite.com www.m
arketingresearch.com 102