Chapter - I: Deciding On The Promotion Mix

CHAPTER - I
I.I INTRODUCTION
One of the most difficult marketing decisions facing companies is how much
to spend on promotional John Wanamaker, the departmental - store magazine, said, "I
know that half of my advertising is wasted but I don't know which half."
Thus it is not surprising that industries and companies vary considerably in

how much they spend on promotion. Promotional expenditures might amount to 30-
50% of sales in case in cosmetics industry and only 10-20% in the industrial
equipment industry. Within an industry, low and high spending companies can be
found.
Deciding on the promotion mix
Companies face the task of distributing the total promotion budget over
the five promotional tools:
 Advertising
 Sales Promotion
 Public Relations and Publicity
 Sales Force
 Direct Marketing.
Whatever method a company adopts for promoting its product it must be from
above mentioned method.
Sales Promotion
Promotion is the final element in the marketing mix. After the nature of
product is decided, its price fixed and the methods of distribution decided, the
manufactures has to take effective steps in meeting the consumers in the markets. In
the present consumer oriented markets it is the duty of manufacturers to know what is
required by the consumer. It is also their duty to make the customers know where,
when how and at what prices. The products would be available.
Meaning of Promotion
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The term promotion is the term and includes mainly three type of sales
activity:
1. Mass impersonal selling methods (Advertising).
2. Face to face personal selling (Salesman ship).
3. Activities other than personal selling and advertising such as point of

purchase display (P.O.P.) show and exhibitions, demonstrations and other non
securing selling efforts. This form of activity is called ‘Sales Promotion’.
There are two types of promotion blends:-
1. Pull Blend.
2. Push Blend.
Both of these are closely related to the channel of Distribution.
1. A pull blend is one in which mass impersonal, sales efforts are given the
greatest emphasis. The purposes of pull blend to pre-sell to the final consumers. So
that they demand the product at the retail level of distribution. The firm adopting this
strategy would spend more on advertising and sales promotion rather than in personal
selling. These efforts pull down the product from the manufacturer.
2. A push blend emphasizes personal selling. Naturally firms adopting this

method develop a strong sales force at both the distributor and the dealer level. This
method would tend to push the product through the channel of distribution.
Promotion and Selling
The term promotion is very often used as a synonym for selling. But selling is a
narrow term which includes only transfer of title or personal selling. Promotion on the
other hand is broader in its outlook and includes a variety of activities used ultimately
for increasing sales volume.
Promotion and Sales Promotion
Similarly the terms sales promotion cannot be taken to mean what is

commonly does. Sales promotion is only a part of the promotion. Basically promotion
is an "exercise" in information persecution and influence. Promotion has come to
mean the overall co-ordination of advertising selling, publicity and public relations.
Promotion is a helping function designed to make all other marketing activities more
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effective and efficient. But sales promotion as such helps only the selling activity still,
there exit same difference of opinion on the real connection of the term sales
promotion.
Sales promotion at consumer’s level
The various schemes of sale promotion at Consumer’s Level may include.
1. Coupons (A Chit of Stated Value):-
These are given directly to the consumer these coupons are in most cases kept
inside the package. The consumers many receive a price reduction of the stated values
of the coupon at the time of purchase. The retailer receives reimbursement for the
value of the coupon form the manufacturer. Coupons act as a short run stimulus to the
sale of the product, since they are directly tied with the purchase of the item. They
encourage the retailer to stock the product
What is important is that a coupon offer does not spoil the named price of the
brand nor does it un pair the margin of the dealers. But it is not easy to measure the
effectiveness of a coupon offer. One over knows how many customer would have
bought the product without the incentive. It is also difficult to find out how many
customers were held after the coupon offer expired.
2. Price-off-offer:-
Also known as bargain offer price packs. This offer is intended to stimulate
the sales during a slump season. In this method the customer is offered a reduction
from the printed price list. It is also used when a substitute for competing product
enters the market.
Many experts on sales promotion fed that ‘Off Schemes’ are among the
weaker and less desirable methods of promotion. These can be trade resentment
particularly when the retailer raises the price to retain his margin. Secondly that is not
conductive to building up brand loyalty. Consumers may simply shift to the products
that offer this scheme.
3. Samples:-
In the hope of converting a prospect into a customer a sample (Some quantity

of the product) may be given. This helps the consumer to verify the real quality of the
product. Various pair manufacturing companies offer this method. For developing
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brand loyalty this method is quite useful. Sampling is a fast method of demand
creation because one knows the result as soon as the consumer has had time to use the
sample and buy the brand.
Disadvantage of Sample:-
Offering sample in quit expensive. There is the cost of producing samples.

The distribution costs are also high. Sample has to be mailed to potential customers
or to be distributed through retail shops. There are also problems when the real
product does not resemble the sample supplied.
4. Money Refund Offer:-
An offer usually stated on the package is that manufacturers will return

within a stated period part or all of the purchaser’s money if he is not completely
satisfied with the product.
5. Trading Stamps:-
A premium in the form of stamps is given by the sellers to consumers while

selling goods. The number and value of stamp that the buyer receives depends on the
values of the purchase. These stamps are redeemable through premium catalogues at
the stamp redemption centre.
6. Buy-Back Allowance:-
This an allowance following a previous trade deal not offer a certain amount
of money for new purchases based on the quantity of purchases on the first trade
deal. It extends the life of a trade deal and helps to prevent part deal sales decline. It
greatly strengthens the buyer’s motivation to co-operate on the first deal.
7. Premium:-
There are various forms of premiums provided by the manufacturer as

sales promotional devices:-
a) Coupons are supplied for effecting price reductions.
b) Factory in pack premium these are popular in the case of Body food and Tin
food items, Spoons, Cups, Measuring, Glass etc. and such other items are
packed with the product in the box itself. Factory in pack premium are
particularly goods for product meant for children. The Binaca Toothpaste
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packs contain animal shape toys. These are very attractive and quite popular
among the children.
(c)Self Liquidating Premiums:-
The cost of the premium is collected from the buyer himself. But when the
buyer pays for it he has to pay only a considerably low price for the premium. This is
possible for the manufacturer purchases the items in bulk at a premium and his cost
per unit as is substantially low.
1.1.1 NEED FOR THE STUDY
Sales promotion is an important component of a company's marketing

communication strategy along with advertising, public relations, and personal selling.
At its core, sales promotion is a marketing activity that adds to the basic value
proposition behind a product (i.e., getting more for less) for a limited time in order to
stimulate consumer purchasing, selling effectiveness, or the effort of the sales force.
As this definition indicates, sales promotion may be directed either at end consumers
or at selling intermediaries such as retailers or sales crews.
Sales promotion stems from the premise that any brand or service has an
established perceived price or value, the "regular" price or some other reference value.
Familiar examples of consumer sales promotion tools include contests and
sweepstakes, branded give-away merchandise, bonus-size packaging, limited-time
discounts, rebates, coupons, free trials, demonstrations, and point-accumulation
systems.
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1.1.2 OBJECTIVES OF THE STUDY
Primary Objective:
 To study and analyze on the sales promotion followed at big bazaar (vadapalani
store).
Secondary Objective:
 To know and understand various sales promotion activity used by big bazaar .
 To know and trace out the effectiveness of different sales promotion activities
followed through bib bazaar.
 To analyze the promotion activities by big bazaar .
 To understand the customer preference towards big bazaar retail change.
1.1.3 SCOPE OF THE STUDY

The ultimate aim or purpose of sales promotion is that of increasing the
volume of sales and Profits but it differs from advertising and personal selling both in
approach and techniques. Personal selling involve face to face contact with specific
individuals, while advertising is Directed at a large number of potential customers.
Sales promotion serves as a link between two by focusing selling efforts on selected
small groups of people.
Sales promotion usually involves Non-recurring and no-routine methods, in

contrast with the routine and recurring nature of Advertising and personal selling.
Under advertising, the media is not owned and controlled by the advertiser except in
direct mail advertisings. But sales promotion methods are controlled by Advertiser.
Sales promotion covers various stimulants directed to the consumers and dealers, that
Is why it is of two types-consumers sales promotion and dealers’ sales promotion. The
former Stimulates consumer’s buying at the point of sale, and latter improves dealer’s
effectiveness at the retails outlets.
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1.2 COMPANY PROFILE
FUTURE VALUE RETAIL (INDIA) LTD
Future Value Retail (India) Limited, is India’s leading retailer that operates
multiple retail formats in both the value and lifestyle segment of the Indian consumer
market. Headquartered in Mumbai (Bombay), the company operates over 12 million
square feet of retail space, has over 1000 stores across 71 cities in India and employs
over 30,000 people
The company’s leading formats include Big Bazaar, a chain of retail outlets,
Pantaloons , a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain,
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.
Some of its other formats include Brand Factory, Blue Sky, all, Top 10 and Star and
Sitara. The company also operates an online portal, www. Futurebazaar.com.
A subsidiary company, Home Solutions Retail (India) Limited, operates Home

Town, a large-format home solutions store, Collection i, selling home furniture
products and eZone focused on catering to the consumer electronics segment.
Pantaloon Retail was recently awarded the International 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.
Big Bazaar Retail is the flagship company of Future Group, a business group
catering to the entire Indian consumption space.
1.2.1 INCEPTION OF ORGANIZATION
Future Group
Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one
of India’s leading business houses with multiple businesses spanning across the
consumption space. While retail forms the core business activity of Future Group,
group subsidiaries are present in consumer finance, capital, insurance, leisure and
entertainment, brand development, retail real estate development, retail media and
logistics led by its flagship enterprise, Pantaloon Retail, the group operates over 12
million square feet of retail space in 71 cities and towns and 65 rural locations across
India.
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Headquartered in Mumbai (Bombay), Pantaloon Retail employs 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 consumption 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.
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 group’s specialty retail formats include, books and music chain, Depot,
sportswear 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
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 group’s insurance venture in
partnership with Italy’s Generali Group, Future Brands, a brand development and IPR
company, Future Logistics, providing logistics and distribution solutions to group
companies and business partner and Future Media, a retail media initiative.
The group’s 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 centre, F123. Through its
partner company, Blue Foods the group operates around 100 restaurants and food courts
through brands like Bombay Blues, Spaghetti Kitchen, Noodle Bar, The Spoon, Copper
Chimney and Gelato.
Future Group’s joint venture partners include, US-based stationery products

retailer, Staples and Middle East-based Axiom Communications.
The group’s flagship company, Pantaloon Retail was awarded the

International Retailer of the Year 2007, by the US-based National Retail Federation,
the largest retail trade association and the Emerging Market Retailer of the Year 2007
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at the World Retail Congress in Barcelona.
Future Group believes in developing strong insights on Indian 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.’
VISION:
Future Group shall deliver Everything, Everywhere, Every time for Every
Indian Consumer in the most profitable manner.
MISSION:
We share the vision and belief that our customers and stakeholders shall be
served only by creating and executing future scenarios in the consumption space
leading to economic development.
We will be the trendsetters in evolving delivery formats, creating retail realty,

making consumption affordable for all customer segments – for classes and for
masses.
CORE VALUES:
 Indianans: confidence in ourselves. 
 Leadership: to be a leader, both in thought and business. 
 Respect & Humility: to respect every individual and be humble in our

conduct. 
 Introspection: leading to purposeful thinking. 
 Openness: to be open and receptive to new ideas, knowledge and

information. 
 Valuing and Nurturing Relationships: to build long term relationships. 
 Simplicity & Positivity: Simplicity and positivity in our thought, business

and action. 
 Adaptability: to be flexible and adaptable, to meet challenges. 
 Flow: to respect and understand the universal laws of nature. 
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KEY PLAYERS IN THE INDUSTRY
 BIG BAZAAR
 BHARTI RETAIL
 RELIANCE RETAIL
 STAR BAZAAR
 MORE
 MEGA MART
 FOOD WORLD
 SAFAL
Big Bazaar
Big Bazaar is a chain of shopping malls in India, owned by the Pantaloon
Group and which work on Wal-Mart type economies of scale. They have had
considerable success in many Indian cities and small towns. Big Bazaar provides
quality items but at an affordable price. It is a very innovative idea and this
hypermarket has almost anything under one roof Apparel, Footwear, Toys, Household
Appliances and more. The ambience and customer care adds on to the shopping
experience.
MAJOR MILESTONES:
 2001 Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket
chain launched.
 1992 Initial public offer (IPO) was made in the month of May.
 2008 Future group holding becomes the second group company to make
successful initial public offerings in the Indian capital market.
1.2.2 TYPE OF INDUSTRY
RETAIL SECTOR
Retail is the world largest private industry with global retail sales of roughly
USD 8 trillion. In India, however, the retail sector has seen a high level of
fragmentation with a large share held by unorganized players.
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The domestic consumption story of India is at a point of inflection. The Indian
economy grew at an unprecedented rate of 9.4% during 2006-07 with the Gross
Domestic Product touching a trillion dollars at market prices. Private final
consumption expenditure continued to be a key driver for this growth and is estimated
to be US $560 billion. On a conservative estimate the potential market size for
retailing is around 56% of private consumption or around US $310 billion. Over the
last couple of years, modern retail has emerged as one of the fastest growing sectors
in the Indian economy. The modern retail sector in India is around 4.6% of the wider
retail market, compared to 20% and 38% in China and Brazil respectively.
This provides an enormous opportunity y for modern retailers to benefit from

rising consumption expenditure as well as capture a larger pie of the wider retail
market. The modern retail sector is expected to enjoy 30-35% CAGR (compounded
annual growth rate) and gain 11% share of the retail market within the next four years.
The optimism that is now associated with the modern retail sector has now found
many votaries. Among them, consultancy firm, AT Kearney has identified India as
the world's most attractive emerging market retail destination for the third consecutive
year. Favorable demographics, booming consumerism and strong economic growth
are acting as a key catalyst. Changing attitudes towards consumption and a rising
propensity to consume highlight the fundamental shifts that are taking place in a
traditionally debt averse society, in which conspicuous consumption was once
frowned upon.
In late 1990's the retail sector has witnessed a level of transformation.

Retailing is being perceived as a beginner and as an attractive commercial business
for organized business i.e. the pure retailer is starting to emerge now. Organized retail
business in India is very small but has tremendous scope.
According to A T Kearney, the organized retailing is expected to be more than

$23 billion revenue by 2010. In organized retailing will grow faster than unorganized
sector and the growth speed will be responsible for its high market share, which is
expected to be $ 17 billion by 2010-11.
Retailing will show good prospects in cities like Mumbai, Delhi, Chennai,
Kolkata, Bangalore and Kanpur. After Dubai, Singapore and Hong Kong, In India
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Delhi will be the next big retail destination, According to Confederation of Indian
Industries whose findings have shown that Delhi has the good resources and good
conditions for the retail sector. Out of the total earnings of the Government of Delhi
Rs 11,000 crore, Rs 6,500 crore is achieved from the retail sector.
Indian Retail Industry
The Indian retail industry is the fifth largest in the world. Comprising of
organized and unorganized sectors, India retail industry is one of the fastest growing
industries in India, especially over the last few years. Though initially, the retail
industry in India was mostly unorganized, however with the change of tastes and
preferences of the consumers, the industry is getting more popular these days and
getting organized as well. With growing market demand, the industry is expected to
grow at a pace of 25-30% annually. The India retail industry is expected to grow from
Rs. 35,000 crore in 2004-05 to Rs. 109,000 crore by the year 2010.
Growth of Indian Retail:
According to the 8th Annual Global Retail Development Index (GRDI) of AT

Kearney, India retail industry is the most promising emerging market for investment.
In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic
Product) of the country. In 2009, it rose to 12%. It is also expected to reach 22% by
2010.
Major Retailers Pantaloons:
Pantaloons is one of the biggest retailers in India with more than 450 stores
across the country. Headquartered in Mumbai, it has more than 5 million sq. ft retail
space located across the country. It's growing at an enviable pace and is expected to
reach 30 million sq. ft by the year 2010. In 2001, Pantaloon launched country's first
hypermarket ‘Big Bazaar’.
It has the following retail segments:
 Food & Grocery: Big Bazaar, Food Bazaar 
 Home Solutions: Hometown, Furniture Bazaar.
 Consumer Electronics: e-zone 
 Shoes: Shoe Factory 
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 Books, Music & Gifts: Depot 
 Health & Beauty Care: Star, Sitara 
 E-tailing: Futurebazaar.com 
 Entertainment: Bowling Co. 
Tata Group:
Tata group is another major player in Indian retail industry with its subsidiary
Trent, which operates Westside and Star India Bazaar. Established in 1998, it also
acquired the largest book and music retailer in India ‘Landmark’ in 2005. Trent owns
over 4 lakh sq. ft retail space across the country.
RPG Group:
RPG Group is one of the earlier entrants in the Indian retail market, when it
came into food & grocery retailing in 1996 with its retail Food world stores. Later it
also opened the pharmacy and beauty care outlets ‘Health Glow’.
Reliance:
Reliance is one of the biggest players in Indian retail industry. More than 300
Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail market.
It's expecting its sales to reach Rs. 90,000 crores by 2010.
AV Birla Group:
AV Birla Group has a strong presence in Indian apparel retailing. The brands
like Louis Philippe, Allen Solly, Van Heusen, Peter England are quite popular. It's
also investing in other segments of retail. It will invest Rs. 8000-9000 crores by 2010.
RETAIL FORMATS:
Traditional Retail Format
Format Definition Value position India examples
Counter Food: Family run stores, selling High service, low Kirana stores
Stores essentially food items. Price
Kiosks Pavement stalls selling limited High service Paan shops
variety of food & beverages.
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Street Regular markets held at fixed centre Large selection, Village haats
markets retailing food & general merchandise low price
items.
Street Mobile retailers essentially selling High service Vegetable
vendors perishable food items-fruits. Vendors
Challenges facing Indian retail industry:
 The tax structure in India favors small retail business 
 Lack of adequate infrastructure facilities 
 High cost of real estate 
 Dissimilarity in consumer groups 
 Restrictions in Foreign Direct Investment 
 Shortage of retail study options 
 Shortage of trained manpower 
The Future:
The retail industry in India is currently growing at a great pace and is expected
to go up to US$ 833 billion by the year 2013. It is further expected to reach US$ 1.3
trillion by the year 2018 at a CAGR of 10%. As the country has got a high growth
rates, the consumer spending has also gone up and is also expected to go up further in
the future. In the last four year, the consumer spending in India climbed up to 75%.
As a result, the India retail industry is expected to grow further in the future days. By
the year 2013, the organized sector is also expected to grow at a CAGR of 40%.
1.2.3 PRODUCTS
Products available in big bazaar
 Apparel and Accessories for Men, Women and Children.
 Baby Accessories.
 Cosmetics
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 Crockery
 Dress Materials Suiting & Shirting
 Electrical Accessories
 Electronics
 Footwear
 Toys
 Home Textiles
 Home Needs
 Household Appliances
 Household Plastics
 Hardware
 Home Décor
 Luggage
 Linens
 Sarees
 Stationery
 Utensils & Utilities
THE OWN BRANDS
There are various kind of product which are available in the Big Bazaar store
around the country the product range are very good which has been appreciated by the
customer of various class creed and culture, apart from the product which is available
in the store big bazaar processes a very wide range of product of variety of range for
the customers, basically this product are the own product of the big bazaar.
These product does not differentiate from the best players of that category
in the market the prices of this product are relatively low as compare to the other
competitors in the market also the quality is up to the mark to challenge the best
players in the market those products are ,
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 TASTY TREAT 
 CLEAN MATE 
 CARE MATE 
 SACH 
 JOHN MILLER 
 DISNEY 
 PREMIUM HARVEST 
 EKTAA 
 PUNYA 
This is the basic own product which a normal big bazaar store possesses.
1.2.4 ORGANIZATIRTON CHART
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1.2.5 BOARD OF DIRECTORS
Mr. Kishore Biyani, Managing Director. Kishore Biyani is the Managing
Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of
Future Group. Mr. Gopikishan Biyani, Whole time Director Gopikishan Biyani is a
commerce graduate and has more than twenty years of experience in the textile
business. Mr. Rakesh Biyani, Whole time Director Rakesh Biyani is a commerce
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graduate and has been actively involved in category management; retail stores
operations, IT and exports. He has been instrumental in the implementation of the
various new retail formats.
Mr. Vijay Biyani, Whole time Director Vijay Biyani has more than twenty
years of experience in manufacturing, textiles and retail industry and has been
actively involved in the financial, audit and corporate governance related issues
within the company.
Mr. Vijay Kumar Chopra, Independent Director V.K.Chopra is a fellow

member of The Institute of Chartered Accountants of India (ICAI) by profession and
is a Certified Associate of Indian Institute of Bankers (CAIIB). His banking career
spans over 31 years and he has served senior management positions in Central Bank
of India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SEBI.
Mr. Shailesh Haribhakti, Independent Director Shri Shailesh Haribhakti is a

Chartered Accountant, Cost Accountant, and a Certified Internal Auditor. He is the
Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and past
president of Indian merchant Chambers. He is on the Board of several Public Limited
Companies, including Indian Petrochemicals Corporation Ltd., Ambuja Cement
Eastern Ltd. etc. He is on the Board of Company since June 1, 1999. Mr. S
Doreswamy, Independent Director S. Doreswamy is a former Chairman and
Managing Director of Central Bank of India and serves on the board of DSP Merrill
Lynch Trustee Co and Ceat Limited among others. Dr. D O Koshy, Independent
Director. O. Koshy holds a doctorate from IIT, Delhi and is the Director of National
Institute of Design (NID), Ahmedabad. He has over 24 years of rich experience in the
textiles and garment industry and was instrumental in the setting up of NIFT centres
in Delhi, Chennai and Bangalore.
He is a renowned consultant specializing in international marketing and

apparel retail management. Ms. Bala Deshpande, Independent Director Bala
Deshpande is Independent Director, Pantaloon Retail (India) Ltd. and also serves on
the boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus
League Clothing Ltd, among others. Mr. Anil Harish, Independent DirectorAnil
Harish is the partner of DM Harish & Co. Associates & Solicitors and an LLM from
University of Miami.
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NEW DISCOVERIES IN RETAIL
In the financial year 2006-07, the company’s retail businesses discovered new
categories across formats, new sets of consumers and fresher and contemporary
merchandise. We have been able to offer more in the established businesses and gain
favorable acceptance with new concepts. In addition, concerted expansion plans saw
retail space increase to over 5.2 million square feet at the end of 2006-07. This
expansion mode was characterized by a two pronged approach. By dominating the
cities the company was already present in and by bringing the benefits of modern
retail to towns and cities like Mangalore, Palakkad, Surat, Indore, Kanpur, Haldia,
Agra, Coimbatore, Jaipur and Panipat. The company has also undertaken significant
private label initiatives in food, in general merchandise and in the consumer durables
and electronic categories.
Strategic alliances have also been forged with established domestic and
international Brands. However, the most significant development was the internal
realignment the company undertook within each of its retail businesses. To embark on
a more detailed approach towards value creation and increasing efficiency, the
company reviewed its business operations and Adopted a more focused approach by
creating an integrated support unit or Line of Business. Augmenting the retail front-
end team, Line of Business (LoB) units have been created in the three most critical
businesses – food, fashion and general merchandise. Formed during the second half of
2006-07 these business units focus on introducing optimum operational efficiencies.
Thus, these units ensure that back - end measures are appropriately taken care of and
the right kind of merchandise reaches the stores in the best possible time, at the right
price.
These teams focus on product consolidation and suitability, margin

improvement, and vendor rationalization, thereby ensuring that the sourcing benefits
are made available to the front – end team. The company’s efforts over the next
couple of years would entail a combination of Expansion and process up gradation
and implementation.
The emphasis will be on the next discoveries to be made in the retail space
that will lead to expansion. At the same time, there will be an increased focus on
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micro detailing aspects including process, product and operational efficiencies thereby
contributing positively to the company’s bottom-line.
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CHAPTER 2
REVIEW OF LITEIIATURE
Sales promotion has become an integral part of the promotion schemes

of both manufacturers and retailers of durable as well as non-durable consumer
goods. It consumes a very significant portion of the promotional expenses of
marketers. In some of the developed countries allocation of promotion budget to
sales promotion has far exceeded spending on advertisement. Brand managers
are now relying heavily on sales promotion because its impact on sales is more
direct, immediate, and quantifiable as compared to advertisement. Marketers
use both price and non-price promotions either independently or in association
with each other. Price promotions allow buyers to make some savings of money
where as non-price promotions like premium add value to the offer. Point-of-
Purchase promotions like feature advertisements and displays lead to impulse
buying. The dynamic nature of sales promotion has inspired many researchers
to turn their attention to study the various issues related to this element of
promotion mix. Many studies have been conducted on the planning,
implementation and evaluation aspect of sales promotion worldwide. These
studies are reviewed and presented briefly under suitable heads like Studies on
Consumer Promotion, Studies on Sales Force Promotion, Studies on Trade
Promotion and Other Studies on Promotion.
2.1 Studies on Consumer Promotions
Majority of the studies on sales promotion encompass consumer sales

promotion strategies of marketers. Consumer sales promotion techniques are also
called 'pull strategies' as they attract or pull customers towards the promoted brand
or promoted store as the case may be. According to one study, consumer sales
promotions are the most researched topic ahead of trade promotion and sale force
promotion. Important issues examined in these studies include the consumer's
perception of marketers sales promotion activities, effect of promotion on
consumption, trial purchase, category expansion, brand switching, brand
21
evaluations, stock piling and consumption relationship, long term impact of
promotions, incentive-outlay ratio, etc. Consumer sales promotion literatures are
M e r classified in to three categories, viz.l.Studies on Impact of Sales
promotion; 2.Studies on Perception about Sales Promotion; and 3. Sales
Promotion Evaluation, Relationship and Other Aspects.
2.1.1. Studies on Impact of Promotion
Studies relating to the impact of consumer sales promotion on consumer

behavior, sales, profit, market share, etc. are included in this section. These studies
provide guidelines to managers on various issues such as the appropriate tools that
may be used for achieving a specific marketing objective, improve their sales
promotion effectiveness and so on.
'
Vecchio, Del, Devon et.al. (2006) report the results of the study, which
examined the effect of sales promotion on brand preference through Meta

analysis. Results of 51 studies had been integrated. As per the study sales
promotions do not affect post promotion brand preferences in general. But
depending upon characteristics of sales promotion and the promoted product,
promotion can either increase or decrease preference for a brand.
Ndubisi, Oly, Nelson and Moi, Tung, Chiew (2005) in their study evaluated
the impact of sales promotional tools, namely coupon, price discount, free sample,
bonus pack, and in-store display, on product trial and repurchase behaviour of
consumers. The moderation role of fear of losing face on the relationship between
the sales promotional tools and product trial was also examined. The results of
study show that price discounts, fiee samples, bonus packs, and in-store display are
associated with product trial. Coupon does not have any significant effect on
product trial. Trial determines repurchase behaviour and also mediates in the
relationship between sales promotions and repurchase. Fear of losing face
significantly moderates the relationship between in-store display and product
trial.
22
Kumar, V. and Swaminathan, Srinivasan (2005) studied the impact of
coupons on brand sale and how that impact decays over the life of the coupon.
The authors use an econometric model to demonstrate the coupon effect in
terms of equivalent price reduction, account for coupon effect over time, allow
inference of coupon effects when retailers decide to double or triple the coupon
value and provide both self-coupon and cross-coupon elasticities at different
levels of aggregation. Results indicate that the effect of doubling the face value
of coupon result in more than a proportionate increase in elasticity and both self
and cross- coupon elasticities are much smaller in magnitude than the average
self-cross price elasticity.
Laroche, Michel et.al. (2005) studied the effect of coupons on consumer's

brand categorisation and choice process using fast-food restaurants in China.
Results suggest that there are both direct and cross-advertising effects i.e., the
presence of a coupon for a focal brand has an impact on consumer's attitudes
and intentions towards that brand.
Lewis, Michel (2004) developed an approach for simultaneous

measurement of the influence of a dynamic loyalty programme and more
traditional short- term promotions. They argue that the loyalty programmes
under examination successfblly alter behavior and increase retention rates. E-
mail based coupons, shipping fee and general price levels all significantly affect
customers purchase decisions.
Anderson, T. Eric and Simester LDuncan (2004) investigated how the depth
of a current price promotion affect future purchasing of first time and established
customers based on three large scale field experiments on durable goods sold
through a direct male catalogue. The findings reveal different effect for first-time
and established customers. Deeper price discounts in the current period increased
future purchases by the first time customers (a positive long-run effect) but
reduced future purchases by established customers (a negative long- run effect)
23
Dawes, John (2004) reported the result of his study on the effect of a
massively successfbl price promotion in a consumer goods category. Specifically,
he sought to determine if this large price promotion had any long-term impact on
brand value; short-term impact on total category volume for the retailer; short-term
effect on competing retailers; and long-term effect on category sales for the retailer
who runs the promotion. Results of the study showed that a very successfbl
promotion did not have any longer-term effect on the brand (positive or negative),
but it did expand the total category for the retailer, though temporarily. Sales
dropped slightly for one competing retailer at the time of promotion out of the
three units studied. It was observed that the promotion was followed by a decline
in the total category volume for the retailer, suggesting some degree of purchase
acceleration or stockpiling by consumers, Longer-term negative effect on category
cancelled out approximately two third of the gain of the price promotion to the
retailer.
Baohong et.al. (2003) reviewed various studies relating to the impact of

promotion on brand switching and found that these studies used choice models,
especially logit. According to these studies promotion has a strong effect on brand
switching. The authors show that logit choice model can substantially over estimate
brand switching because they do not take in to account the rational adjustments that
customers make to take advantage of promotion. Logit models do not take in to
account stock piling and deceleration strategies. They use a dynamic rational model
and compare it with a logit model. The result was that logit models over estimate
brand switching, that nested logit helps address the problem but not completely and
that dynamic rational model provide the most accurate estimate of switching.
Swait, Jofie and Erden, Tulin (2002) particular aspect of marketing mix
consistency overtime for frequently purchased packaged consumer goods, the
impact of temporal consistency of store promotions as well as the availability of the
product on the shelf; on consumer product evaluations (utilities) and choices. The
empirical results, based on fabric softener panel data, indicate that hture insert and
24
availability consistency increase systematic utility in a statistically significant way
over and above the positive effects that displays and feature have on choice.
Soman, Dilip and Gourville, T. John (2001) 'O investigated how and why
price bundling affect the consumption of a service based product such as a sporting
event or a theatre performance. The results of the study showed that price bundling
leads to a decoupling of the sunk cost and pending benefits of a transaction there
by reducing the likelihood of down stream consumption.
Smith, F. Michael and Sinha, Indrajit (2000) * l examined the relationship

between different types of promotions (straight price promotion, extra-product or
volume promotion and mixed promotion) across four supermarket product
categories controlling separately for the effect of two category-based moderating
factors viz. product stock-up characteristics and price level. Results showed that a
majority of consumers preferred mixed promotions ; type of promotions does
influence store preference (with price and volume promotions having the greatest
influence). Consumers generally preferred price promotion for higher priced
product categories and they preferred volume promotions for lower priced
categories.
Feame, Andrew et.al. (1999) l2 studied the impact of promotions on the

demand for spirits category in the UK market. The results of an econometric analysis
of weekly cross-sectional store data and cluster analysis of consumer panel data
suggested that promotions have had a slight positive impact on the volume of sales,
particularly over the seasonally important Christmas period. Some promotions,
especially multi-buys, reward largely loyal buyers, doing little for either volume or
monetary growth of the spirit category. Other promotions, such as price and gift offers,
appeal more to consumers who do not purchase spirits so fiequently and also
attract people who are less brand and store loyal.
Ailawadi, L. Kusum and Nelsin, A Scott (1998) l 3 empirically

demonstrated the existence of flexible consumption rate in packaged goods
products, how this phenomenon could be modeled and its importance in
assessing the effectiveness of sales promotion. Results of their study show that
25
sales promotion increases consumption because of higher usage rate and
stockpiling.
Mela, F. Carl. et.al. (1997) l4 examined the long-term effect of promotion

and advertising on consumer's brand choice behavior. They addressed two
questions: 1 . Do consumers respond to marketing mix variables such as price
changes over a long period of time? 2. If yes, are these changes associated with
change in manufacturer's advertising and retailer's promotional policies? Their
results are consistent with the hypothesis that consumers become more price and
promotion sensitive over time because of reduced advertising and increased
promotions.
Gould, W. Brim (1997) in his study, focused on the dynamics of the

consumer purchase process and examined the effect of coupon-based price deals
on inter purchase times. He used econometric models of duration to a formally
purchased food commodity, cheese. Results suggested that use of coupon results
in reduced inter-purchase time for all varieties of cheese products.
Sethuraman, Raj (1996) l6 developed a Separate Effect Model that separates

the total discount effect of competing high-priced brand on the sale of the focal
low-priced brands in to discount effect. Findings fiom empirical analysis is that the
leading national brand can draw sales fiom competing brands without reducing its
price below the price of other brands.
Jefii-y, J. and Mc.Alister, Leigh (1994) l7 tested the hypothesis that

coupon redemptions are greatest in the periods immediately following the
coupon drop and decline monotonically. As per the study the hypothesis was
rejected and it was proved that expiration dates induce a second mode in the
redemption pattern just prior to the expiration dates.
Grover, Rajiv and Srinivasan, V. (1992) l* investigated the multiple effect

of retail promotion on brand loyal and brand switching segment of consumer.
They found that the market can be characterised by brand loyal segment and
switching segments; promotional variable have significant effects on segment
26
market shares, the effect being different across segments; store share is related
significantly to promotional attractiveness of a store; the overall promotional
attractiveness of the product category has significant current and lagged effect
on category volume and the lagged effects resulting from consumer purchase
acceleration and stock-up last longer for brand loyal segments than for
switching segments.
Kahn, E. Barbara and Loouise, A. Therse (1990) l9 investigated how in-

store price promotions affect market share after the promotion have been
retracted. They find that the effects of promotion are contingent on both the
choice pattern of subjects- whether or not subjects switch among brands- and the
ubiquity of promotions in a product category. If only one brand is being
promoted and subjects are generally loyal to the last brand purchased, brand
choice probability declines from pre-promotion levels once the promotion is
withdrawn. However if subjects tend to switch among brands in the absence of
promotion, or several brands are being promoted, this decline is mitigated
andlor does not occur.
Guptha, Sunil (1988) 20 explains how sales promotion affect consumer's

purchase decisions and thus the sale of a brand. He argues that the effect of a sales
promotion can be examined by decomposing the sales bump during the sales
promotion period into sales increase due to brand switching, purchase time
acceleration and stock piling. The author proposed a method for such
decomposition whereby brand sales are considered the result of consumer
decision about when, what and how much to buy. The impact of marketing
variables on these three consumer decisions is captured by an Erlang-2 inter-
purchase time model, a multinomial logit model of brand choice and a
cumulative logit model of purchase quantity. The models are estimated with IRI
scanner panel data for regular ground coffee. The result indicates that more than
80% of the sales increase due to promotion comes fi-om brand switching.
Purchase acceleration in time accounts for less than 14% of the sales increase,
27
where as stock piling due to promotion is a negligible phenomenon accounting
for less than 2% of the sales increase.
Kerin, A. Roger and Cron, L. William (1987) 21 examined the selling and
non-selling role of trade- shows and identified marketing and trade-show
strategy related variables that affect performance. According to them the current
measures are inadequate for measuring the effectiveness of trade-shows on
selling and non-selling dimensions.
2.1.2. Studies on Consumer Perception
How consumers perceive the various aspect of sales promotion is very

important for brand managers to plan, implement and properly evaluate their
promotion schemes. A price discount or a gift offer may affect the brand equity and
loyalty adversely. Several studies were conducted on the perception of consumers
about price, quality, value, etc. of a promoted brand.
14. summary of available literatures are presented below.
Kumar, KM. Krishna (2006) 22 studied consumer's perception about

promotional strategies adopted by marketers of fast moving consumer goods in
Kerala. The level of awareness about various sales promotion strategies, their
attractiveness to consumers and their effectiveness in creating brand awareness,
trial purchase, repeat purchase and brand loyalty were some of the issues
addressed. The data were collected fi-om 300 consumers from different parts of the
state. Various mathematical and statistical tools were used for anlysing the data
including Chi-square test, t-test, ANOVA and Duncan test. According to thi
findings of the study consumers belonging to different categories are very much
aware of the various sales promotional strategies adopted by marketers. Further,
of the different tools used for sales promotion, price-offs and gifts and
complements are most attractive to consumers. More over, for creating brand
awareness, trial purchase, repeat purchase and brand loyalty, gifts and
complements, fiee samples, price-offs and premium offer respectively are the
best tools suggested.
28
Alvarez, Begofia, Rodolfo, Vttzquez, Casielles (2005) 23 examined the
influence that sales promotion has on brand choice behaviour. A regional
consumer panel was used for collecting necessary information for the study.
The authors report that promotion is a tool that can help manufacturers andor
retailers in the achievement of their objectives (try the brand, help to decide
what brand to buy, etc.). Immediate price reduction is the technique that exerts
greatest influence on the brand choice process. It is possible that the consumer
perceives a promotion, for example, coupons or rebates, but does not modifl his
or her behaviour. In this case, manufacturers andor retailers will be investing
their resources in promotional actions that do not have any effect on the
consumer. More over promotions based on price have the greatest effectiveness.
Bailey, Anthony, Ainsworth (2005) 24 studied the impact of gender and

company reputation on consumer attitudes towards, and perceptions of companies
involved in non-fulfillment of promotions. The results of an experimental study
indicated that companies influence how consumers perceive brands and companies
involved in non-fulfillment of promotional deals. Companies with positive
reputations do not suffer as adversely as those with negative reputations. Gender
has an impact on perceptions of the credibility of companies involved in non-
fulfillment, but does not affect brand attitudes, patronage intentions or switching
intentions. Among women, there were greater differential effects of company
reputation on their attitude as compared to the case with men, where the
differential effects were not as great.
Peter, R. Darke and Cindy, MY. Chung (2005) 25 examined the extent to
which different promotional fiames increased perceptions of deal value. Results
of the study showed that negative equity inference moderates discount framing
effects and undermines deal value, particularly when no assurance of product
quality was provided. Every-day-low-price offers were also vulnerable to
negative quality inference, while fiee gifts fiames maintained quality
29
perceptions and increased deal value. Product trial acts to further magnify
promotional fiaming effects.
Vyas, H. Preeta (2005) 26 attempted to study consumer preferences with

respect to sales promotion in FMCG category. It was found that sales promotion
offers which is unique, which offers immediate incentive preferably of price-cut
nature is likely to appeal to all consumer segments.
Janiszewski, Chris and Mrcus, Cunha (2004) 27 examined the argument

that the impact of price discount on the perceived attractiveness of the product
bundle depends on which product is discounted i.e., the discounts are effective
when they are assigned to the product that will receive the most weight in the
overall evaluation of the bundle. Results of six studies show that the perceived
value of the discount may also depend on referent specific to each product.
Soo-Jiuan, Tan and Seow, Hwang, Chua (2004) 28 investigated the impact of
fiaming through the use of a vague scarcity restriction ("while stocks last") on
consumer's perception of promotional offers involving different claim formats
(tensile price claim such as "save up to 60 percent" versus non-tensile price claim
such as "save 60 percent") and different amount of price discounts. The findings
show that framing the sales offer with such a vague scarcity restriction and using
a tensile claims format improve the consumer's perceived informational value of
the offer, only if exaggerated price discounts are involved.
Alain, dlAstous and ValMe, Landreville (2003) 29 report the results of

an experimental study where four characteristics of premium-based sales
promotions were manipulated in the context of a computer purchase. These
characteristics are: the attractiveness of the premium, the extent to which it fits
the product category, the reception delays of the premium, and the mention of
its value. The results show that these factors had interactive effects on
consumer reactions. Although the attractiveness of the premium generally had
a positive impact on consumer appreciation of the promotional offer, a
promotion including an unattractive premium was nevertheless positively
30
evaluated if the premium was a good fit to the product category. Sales
promotions, including a premium that fits well the product category, were less
likely to be perceived as manipulative. However, if the product-premium fit
was poor and the premium was not attractive, mentioning the value of the
premium helped to reduce the perceptions of manipulation intent.
Fred, M. Feinberg et.al. (2002) 30 proposed that consumers

preferences are affected not only by prices they are offered but also by the
prices available to others suggesting rather different promotional policies
from prior models. They caution practitioners against over promoting and
/or promoting to the wrong segment and suggest avenues for improving the
effectiveness of targeted promotions.
31
CHAPTER - 2
MAIN THEME OF THE PROJECT REPORT
2.1 RESEARACH METHODOLOGY
2.1.1 RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis

of data in a manner that aims to combine relevance to the research purpose with
economy in procedure.
The Research design used in this study was descriptive research design. It
includes surveys and fact-finding enquiries of different kinds. The main characteristic
of this method is that the researcher has no control over the variables; he can report
only what has happened or what is happening.
MEANING OF RESEARCH
Research is a organized set of activities to study and develop a model or

procedure or techniques to find the results of a realistic problem supported by
literature and data such that its objectives are optimized and further make
recommendations or interference for implementation.
DEFINITION OF RESEARCH
Webster’s new international dictionary defined research as, “careful or

critical inquiry or examination in seeking facts or principles, diligent investigation in
order to ascertain something”. This definition simply states that research
 Is a purposive investigation or inquiry 
 Involves investigation or search 
TYPE OF RESEARCH
The research design used for the study is descriptive method. A research
design should be methodologically prepared. Designing is the first step. The research
design is the conceptual structure with in which research is conducted and it
constitutes the blue print for the collection, measurement and analysis of the data.
2.1.2 SAMPLING DESIGN
Sampling method indicate how the sample units are selected. There are two type
32
of sampling method:
1. Probability sampling.
2. Non-probability sampling.
PROBABILITY SAMPLING:-
Under probability sampling design, every item of the universe has an equal
chance of being included in the sample.
NON-PROBABILITY SAMPLING:- 
Sampling may be taken based on the judgments or convenience of the

enumerators. Any sampling process which does not ensure some no zero probability
for each elements in the population to be included in the sample would belong to the
category of non probability sampling. From the above sampling techniques, the
convenience sampling technique under the non-probability sampling (non-random) is
selected and used for the study.
SAMPLING TECHNIQUES
The method of sampling used by the investigator in convenience sampling. It

used to collect the data from the respondents. Convenience sampling as the name
itself implies is based on the convenience of the researcher. This type of sampling
also called accidental sampling as the respondents in the sampling are included in it
merely on account of that being available on the spot where the survey is in progress.
DATA COLLECTION METHOD
 Primary data
 Secondary data
PRIMARY DATA
The primary data is collected through structured questionnaire which is

administrated to the customers of Big Bazaar (vadapalani store) to obtain first hand
information on sales promotion.
SECONDARY DATA
These are existing data, which are collected from the magazines, reports,
books and websites, etc.
33
SAMPLING UNIT
The sampling unit means the types of sample involved, in the research. It
inclusively includes the customers of the Big Bazaar (vadapalani store).
SAMPLING SIZE
It refers to the number of items to be selected from the universe to constitute a

sample. As been suggested by the company 200 samples were considered for the
purpose of the study.
CHART
To represent the collected data in the pictorial forms the charts are used. The
charts used in the study.
BAR DIAGRAM
Bar diagram is a popular form of diagrammatic representation. This diagram

consists of a series of rectangular bars standing on common base. The bars are equal
which and equal spaced. The lengths of the bar are promotional to their magnitude.
This type of diagram is called one dimensional diagram bar diagram and horizontal
bar diagram.
LIMITATIONS OF THE STUDY
 The respondent was reluctant to answer due to their busy schedule. 
 Time period for the researcher is limited. 
 Sample size was limited to 200, so there is difficulty in getting accurate answers. 
 Consumers may just wait for the incentives. 
2.1.4 STATISTICAL TOOLS
The tool used for collecting the primary data is “Questionnaire”. The
questionnaire was used to collect the bulk of data. Questionnaire is the set of
questions put forward for the customers to answer. The required data was collected by
using both open-ended and close-ended questions. This is a preferred technique for
collecting the primary data.
This researcher has used the following statistical tools:
34
1. Percentage Method
2. Chi-Square Test
3. Correlation
PERCENTAGE METHOD:
Percentage refers to a special kind of ratio. It is used to make comparison

between two or more series of data. They can be used to compare the relative items,
the distribution of two or more series of data. Since the percentage reduces everything
to a common base and thereby allows meaningful comparison to be made.
Percentage = Number of respondents × 100
Total respondents
CHI-SQUARE ANALYSIS:
Chi-square analysis in statistics to test the goodness of fit to verify the

distribution of observed data with assumed theoretical distribution. Therefore, it is a
measure to study the divergence of actual and expected frequencies. It makes no
assumptions about the population being sampled. The formula for computing chi-
square (χ2) is as follows.
χ2=∑{(O-E)2/E}
The quantity χ2(chi-square) describes the magnitude of discrepancy between

theory and observation. If χ2 is zero, it means that the observed and expected
frequency completely coincides. The greater the value of χ2, the greater would be the
discrepancy between observed and expected frequencies.
The calculated value of χ2 is compared with the table of χ2 for given degrees
of freedom at specified level of significance. If the calculated value of χ2is greater
than the table values them the difference between theory and observation n is
considered to be significant. Om the other hand, if the calculated value of χ2 les than
the table value then the difference between theory and observation is not considered
to be significant.
35
The degree of freedom is (n-1) where ‘n’ is number of observed frequencies
and in case of contingency table the degrees of freedom is (c-1)(r-1) where C is
number of columns and R is number of rows.
CORRELATION:
Correlation Analysis is to describe the methods designed to find out if the

statistical relationship between the two variables exists or not. The appropriate
statistical tool for discovering and measuring the relationship and expressing it in
brief formula is known as correlation.
Correlation is a statistical tool which studies the relationship between two

variables and correlation analysis involves various methods and techniques used for
studying and measuring the extent of relationship between two variables. The
correlations express rates between the groups of items but not between the individual
items.
The amount of correlation in a sample of data is measured by the sample

coefficient of correlation, which is generally denoted by r. Coefficient of correlation is
the degree to which the two variables are interrelated. Coefficient of correlation lies
between -1 and +1. The correlation is perfect and positive if r=1 and it is perfect and
negative if r = -1. If r = 0, then there is no correlation between two variables and thus
the variables are said to independent. Karl Pearson coefficient of Correlation is given
by
γxy = Σdxdy - (Σdx * Σdy)/n
√ [Σdx2 – (Σdx)2 /n] √ Σdy2 – (Σdy)2
36
2.2 DATA ANALYSIS AND INTERPRETATION
TABLE – 2.3.1 GENDER OF THE RESPONDENT
No Particulars No of Respondents Respondents Percentage
1 Male 115 57 %
2 Female 85 43 %
3 Total 200 100 %
CHART -2.4.1 GENDER OF THE RESPONDENT
250
200
150
Series1
100 Series2
50
0
Male Female Total
INTERPRETATION:
From the above table, total no of respondents were 200 from that 115 of
customer were male and 85 of customers were female.
37
TABLE – 2.3.2 : AGE OF THE RESPONDENT
No Age No of Respondent Respondent of percentage
1 Under 18 0 0%
2 18 to 30 63 31.50%
3 31 to 40 96 48%
4 40 above 41 20.50%
Total 200 100%
CHART – 2.4.2 : AGE OF RESPONDENT
250
200
150
100
50
0
Under 18 18 to 30 31 to 40 40 above Total
INTERPRETATION:
From the above table, total no of respondents were 200 from that 0 of the
customers are of under, 63 of customers are of 18 to30, 96 of customers are 31-40, 41
of customers are 40 above.
38
TABLE – 2.3.3 : INCOME OF THE RESPONDENT
No Income No of Person Respondents of Percentage
1 below Rs10000 16 8%
2 Rs10001-20000 24 12%
3 Rs20001-30000 32 16%
4 Rs30001-50000 40 20%
5 50001 above 88 44%
Total 200 100%
CHART – 2.4.3 : INCOME OF THE RESPONDENT
250
200
150
100
50
INTERPRETATION:
customers are of below Rs 10000, 24 of customers are of Rs 10001 - 20000, 32 of
customers are 20001 - 30000, 40 of customers are 30001 - 50000 and 88 of customers
are above 50001.
39
TABLE – 2.3.4 : EDUCATION OF THE RESPONDENT
No Education No of Person Respondents of Percentage
1 10th 24 12%
2 12th 18 9%
3 PG 58 29%
4 UG 64 32%
5 Other 36 18%
Total 200 100%
CHART – 2.4.4 : EDUCATION OF THE RESPONDENT
250
200
150
100
50
0
10th 12th PG UG Other Total
INTERPRETATION:
customers are of 10th , 18 of customers are of 12th, 58 of customers are PG, 64 of
customers are UG and Other of customers are 36.
40
TABLE 2.3.5 : OCCUPATION OF THE RESPONDENT
No Occupation No of Person Respondents of Percentage
1 Self employed 77 38.50%
2 Private employee 60 30%
3 Govt. employee 25 12.50%
4 Professional 27 13.50%
5 Other 11 5.50%
Total 200 100.00%
CHART: 2.4.5 : OCCUPATION OF THE RESPONDENT
250
200
150
100
50
0
self private govt. professional other Total
employed employee employee
No of person Respondents of Percentage
INTERPRETATION:
customers are of Self Employed, 60 of customers are of Private Employee, 25 of
customers are Govt. Employed, 27 of customers are Professional and 11 of customers
are other.
41
TABLE : 2.3.6 : DO YOU REGULAR VISIT IN BIG BAZAAR
No Particulars No of person Respondents of Percentage
1 Yes 132 66%
2 No 68 34%
Total 200 100%
CHART : 2.3.6 : DO YOU REGULAR VISIT IN BIG BAZAAR
Total
No
Yes
0 50 100 150 200 250
INTERPRETATION:
From the above table, total no of respondents are 200 from that 132 of customers
were choose Yes and 68 of customers were choose No.
42
TABLE : 2.3.7 : REASON WHY YOU REGULARLY VISIT BIG BAZAAR
No Particular No of person Respondents of Percentage
1 Purchase of Grocery items 42 21%
2 Purchase of Electronics items 15 7.50%
3 Purchase of Footwear items 30 15%
4 Purchase of Furniture items 73 36.50%
5 Purchase of Household appliance items 25 12.50%
6 Purchase of Dress materials suiting 15 7.50%
Total 200 100%
CHART : 2.3.7 : REASON WHY YOU REGULARLY VISIT BIG BAZAAR
250
200
150
100
50
0
Purchase of Purchase of Purchase of Purchase of Purchase of Purchase of Total
Grocery Electronics Footwear Furniture Household Dress
items items items items appliance materials
items suiting
INTERPRETATION:
From the above table, total no of respondents are 200 from that 42 of
customers on Purchase of Grocery items, 15 of customers on Purchase of Electronics
items, 30 of customers on Purchase of Footwear items, 25 of customers on Purchase
of Household appliance items, 73 of customer on purchase of furniture items, 15 of
customer on purchase of dress materials suiting.
43
TABLE : 2.3.8 : WHAT MAKES YOU TO BUY ITEMS SPECIFIED IN BIG
BAZAAR THAN OTHER STORE
1 Availability 73 36.50%
2 Offers 55 27.50%
3 price 30 15%
4 Easy accessibility 42 21%
Total 200 100.00%
CHART : 2.4.8 : WHAT MAKES YOU TO BUY ITEMS SPECIFIED IN BIG

BAZAAR THAN OTHER STORE
250
200
150
100
50
0
Availability Offers price Easy Total
accessibility
INTERPRETATION:
customers were choose Availability, 55 of customers on Offers, 30 of
customers on price, 42 on Easy accessibility customers choose.
44
TABLE : 2.3.9 : HAVE YOU HEARD OF PROMOTIONS OFFERS GIVEN BY
BIG BAZAAR
No Particular No of Person Respondents of Percentage
1 Yes 159 79.50%
2 No 41 20.50%
Total 200 100.00%
CHART : 2.4.9 : HAVE YOU HEARD OF PROMOTIONS OFFERS GIVEN

BY BIG BAZAAR
250
200
200
159
150
100
50 41
79.50% 20.50% 100.00%

0
Yes No Total
No of person Respondents of Percentage
INTERPRETATION:
customers were choose Yes and 41 of customers were choose No.
45
TABLE : 2.3.10 : HOW DO YOU COME TO KNOW ABOUT OFFERS
OF DISCOUNT
1 Tv 112 56%
2 Paper 43 21.50%
3 Radio 29 14.50%
4 Other 16 8%
Total 200 100%
CHART : 2.4.10 : HOW DO YOU COME TO KNOW ABOUT OFFERS OF

DISCOUNT
250
200
150
100
50
0
Tv Paper Radio other Total
INTERPRETATION:
customers were choose Tv, 43 of customers on Paper, 29 of customers on Radio
and16 0f customer on choose Others.
46
TABLE : 2.3.11 : DO YOU SATISFY WITH THE PROMOTIONS OFFERS
1 Yes 142 71%
2 No 58 29%
Total 200 100%
CHART : 2.4.11 : DO YOU SATISFY WITH THE PROMOTIONS OFFERS
250
200
150
100
50
0
Yes No Total
Series1 Series2
INTERPRETATION:
47
TABLE : 2.3.12 : WHICH SALES PROMOTION WOULD YOU FEEL
AS MORE ATTRACTIVE IN BIG BAZAAR
1 Price 32 16%
2 Free Gift 73 36.50%
3 Discount 52 26%
4 Offers 43 21.50%
Total 200 100%
CHART : 2.3.12 : WHICH SALES PROMOTION WOULD YOU FEEL AS

MORE ATTRACTIVE IN BIG BAZAAR
250
200
150
100
50
0
Price Free Gift Discount Offers Total
INTERPRETATION:
customers were choose Price, 73 of customers on Free Gift, 52 of customers on
Discount and 43 of customer on choose Offers.
48
TABLE 2.3.13 : DID YOUR PURCHASING DECISION GET INFLUENCED
DUE TO SALES PROMOTION
No Option No of Person Respondents of Percentage
1 Yes 169 84.50%
2 No 31 16%
Total 200 100.00%
CHART 2.4.13 DID YOUR PURCHASING DECISION GET INFLUENCED

DUE TO SALES PROMOTION
250
200
150
100
50
0
Yes No Total
INTERPRETATION:
49
TABLE 2.3.14 : WHAT TYPE OF SERVICE DO YOU EXPECT FROM
BIG BAZAAR IN FUTURE
1 Better service 52 26%
2 Better settlement 50 25%
3 Claims 37 18.50%
4 Better returns 41 20.50%
5 Other 20 10%
Total 200 100%
CHART 2.4.14 : WHAT TYPE OF SERVICE DO YOU EXPECT FROM BIG

BAZAAR IN FUTURE
250
200
150
100
50
0
Better Better Claims Better Other Total
service settlement returns
INTERPRETATION:
customers were choose Better Service, 50 of customers on Better Settlement, 37 of
customers on Claims, 41 of customer on Better returns, 20 customer on others.
50
TABLE 2.3.15 : WHEN YOU THINK OF BIG BAZAAR WHICH
PRODUCT COME TO YOU MIND
1 Food products 49 24.50%
2 FMCG products 62 31%
3 Electronic products 23 11.50%
4 Furniture products 42 21%
5 Others 24 12%
Total 200 100.00%
CHART 2.4.15 : WHEN YOU THINK OF BIG BAZAAR WHICH

PRODUCT COME TO YOU MIND
250
200
150
100
50
0
Food FMCG Electronic Furniture Others Total
products products products products
INTERPRETATION:
customers were choose Food product, 62 of customers on FMCG product, 23 of
customers on Electronic product, 42 of customer on Furniture product, 24 customer
on others.
51
TABLE 2.3.16 : HOW DO YOU RATE BIG BAZAAR WITH SERVICE
QUALITY
1 Good 59 29.50%
2 Very good 28 14%
3 Poor 0 0%
4 Fair 113 56.50%
Total 200 100.00%
CHATER 2.4.16 : HOW DO YOU RATE BIG BAZAAR WITH SERVICE

QUALITY
250
200
150
100
50
0
Good Very good Poor Fair Total
INTERPRETATION:
customers were choose Good, 28 of customers on Very good, 0 of customers on Poor,
113 of customer on Fair.
52
TABLE 2.3.17 : ACCORDING TO YOU WHICH OFFER WILL BE
BEST FOR EACH DEPARTMENT
Level of Response
No. Department Get more for Get big for Buy one get Special Respondents of
Total
Less Small Many Offers Percentage
1 Clothing 7 4 9 12 32 16%
2 Foot wear 12 3 0 11 26 13%
3 Electronics 15 4 0 6 25 12.50%
4 Grocery 6 10 19 7 42 21%
5 Furniture 9 3 0 18 30 15%
6 Food bazaar 8 11 20 6 45 22.50%
Total 57 35 48 60 200 100%
CHART 2.4.17 : ACCORDING TO YOU WHICH OFFER WILL BE BEST

FOR EACH DEPARTMENT
250
200
150
100
50
0
Clothing Foot wear Electronics Grocery Furniture Food Total
bazaar
INTERPRETATION:
customers were choose Clothing, 26 of customers on Foot ware, 25 of customers on
Electronics, 42 of customer on Grocery, 30 of customer on Furniture, 45 of customer
on Food bazaar.
53
TABLE 2.3.18: WHICH TYPE OF PROMOTIONAL ACTIVITIES ATTRACT
CUSTOMERS
1 Discount 35 17.50%
2 Extra offer 42 21%
3 1+1 offer 55 27.50%
4 Premium 30 15%
5 Door delivery 38 19%
Total 200 100.00%
CHART : 2.4.18 : WHICH TYPE OF PROMOTIONAL ACTIVITIES

ATTRACT CUSTOMERS
250
200
150
100
50
0
Discount Extra offer 1+1 offer Premium Door Total
delivery
INTERPRETATION:
customers were choose Discount, 42 of customers on Extra offer, 55 of customers on
1+1 offer, 30 of customer on premium, 38 of customer on Door delivery.
54
TABLE : 2.3.19 : DO YOU THINK OFFERS ARE CLEARLY PRESENTED
THROUGH DISPLAYS IN BIG BAZAAR
1 Yes 179 89.50%
2 No 21 10.50%
Total 200 100.00%
CHART : 2.4.19 : DO YOU THINK OFFERS ARE CLEARLY PRESENTED

THROUGH DISPLAYS IN BIG BAZAAR
250
200
150
100
50
0
Yes No Total
INTERPRETATION:
55
TABLE : 2.3.20 : ARE YOU AWARE OF PRODUCT OFFERED BY BIG
BAZAAR
1 Yes 143 71.50%
2 No 57 28.50%
Total 200 100.00%
CHART: 2.4.20 : ARE YOU AWARE OF PRODUCT OFFERED BY BIG

BAZAAR
250
200
150
100
50
0
Yes No Total
INTERPRETATION:
56
TABLE : 2.3.21 : RATE THE ATTRACTIVENESS OF THE
ADVERTISEMENT OF BIG BAZAAR
1 Attractive 81 40.50%
2 Very Attractive 76 38%
3 Less Attractive 24 12%
4 Not at All Attractive 19 9.50%
Total 200 100.00%
CHART: 2.4.21 : RATE THE ATTRACTIVENESS OF THE

ADVERTISEMENT OF BIG BAZAAR
250
200
150
100
50
0
Attractive Very Attractive Less Attractive Not at All Total
Attractive
INTERPRETATION:
customers were choose Attractive, 76 of customers on Very Attractive, 24 of
customers on Less Attractive, 19 of customer on Not at all Attractive.
57
TABLE: 2.3.22 : DOES THE SALES PROMOTION ACTIVITIES OF
BIG BAZAAR MADE YOU TO VISIT BIG BAZAAR
1 Yes 139 69.50%
2 No 61 30.50%
Total 200 100.00%
CHART 2.4.22 : DOES THE SALES PROMOTION ACTIVITIES OF BIG

BAZAAR MADE YOU TO VISIT BIG BAZAAR
250
200
150
100
50
0
Yes No Total
INTERPRETATION:
58
TABLE: 2.3.23 : HAVE YOU VISITED OTHER RETAIL APART
FROM BIG BAZAAR
1 Yes 60 30%
2 No 140 70%
Total 200 100%
CHART:2.3.23 : HAVE YOU VISITED OTHER RETAIL APART FROM BIG

BAZAAR
250
200
150
100
50
0
Yes No Total
INTERPRETATION:
59
TABLE : 2.3.24 : WHICH FACTOR DO YOU FULL THAT DIFFERED THE
BIG BAZAAR WITH OTHER STORE
1 Delivery 34 17%
2 Brand name 47 23.50%
3 Easy accessibility 25 12.50%
4 Price 15 7.50%
5 Quality 37 18.50%
6 Offers & discount 42 21%
Total 200 100%
CHART:2.4.24 : WHICH FACTOR DO YOU FULL THAT DIFFERED THE

BIG BAZAAR WITH OTHER STORE
250
200
150
100
50
INTERPRETATION:
customers were choose Delivery, 47 of customers on Brand name, 25 of customers on
Easy accessibility, 15 of customer on Price, 37 of customer on Quality, 42 of
customer on Offer & discount.
60
TABLE : 2.3.25 : PLEASE RATE THE OFFER & DISCOUNT
PROVIDED AT DIFFERENT RETAIL STORE
Highly Highly Respondents of

No Retail Store satisfied Neutral Dissatisfied Total
satisfied Dissatisfied Percentage
1 More market 8 7 12 9 6 42 21%
2 Reliance 11 8 5 4 11 39 19.50%
3 Spencer’s daily 6 12 11 4 4 37 18.50%
4 Big bazaar 40 22 16 3 1 82 41%
Total 65 49 44 20 22 200 100%
CHART : 2.4.25 : PLEASE RATE THE OFFER & DISCOUNT PROVIDED AT

DIFFERENT RETAIL STORE
250
200
150
100
50
0
Highly satisfied Neutral Dissatisfied Highly Total Respondents
satisfied Dissatisfied of Percentage
INTERPRETATION:
customers were choose More market, 39 of customers on Reliance, 37 of customers
on Spencer’s, 82 of customer on Big bazaar.
61
2.5 STATISTICAL ANALYSIS
CHI-SQUARE TEST
TABLE : 2.5.2
satisfy with the promotions offers Total
Yes No
Age 18 to 30 48 15 63
30 to 40 72 24 96
40 above 22 19 41
Total 142 58 200
H0 : There is no significant association with age and satisfaction of promotion offers.
H1 : There is significant association with age and satisfaction of promotion offers.
CHI-SQUARE TABLE
TABLE : 2.5.2 : CHI – SQUARE
Asymp. Sig. (2-

Value Df
sided)
Pearson Chi-Square 7.559(a) 2 .023
Likelihood Ratio 7.116 2 .028
Linear-by-Linear Association 5.126 1 .024
N of Valid Cases 200
INFERENCE:
From the spss, it is generated the significant value is 0.23 which is less than
0.05. So reject H0. There is a significant association between age & satisfy with the
sales promotion offers.
RESULT:
H1: Accepted There is significant association with age and satisfaction of

promotion offers.
62
COEFFICIENT OF CORRELATION
H0 : There is no relationship between Education and big bazaar with service quality.
H1 : There is relationship between Education and big bazaar with service quality.
CORRELATION TABLE
TABLE: 2.5.3 CORRELATION
big bazaar with

Education
service quality
Pearson Correlation 1 .101
Education Sig. (2-tailed) . .004
N 200 200
Pearson Correlation .101 1
big bazaar with service
Sig. (2-tailed) .155 .
quality
N 200 200
INFERENCE:
From the spss, it is generated that correlation value is 0.101 and significant
value 0.004. The significance value is less than 0.05. Hence it is inferred that there
exist a positive Correlation, there is a relationship between the education and big
bazaar service quality.
RESULT:
From the Correlation, it shows that there is Relationship between education

and big bazaar with service quality.
63
CHAPTER - 3
3.1 FINDINGS
 57 % of respondents are male candidate in big bazaar.
 48 % of respondents are 31 to 40 aged People in big bazaar.
 44 % of respondents in above 50000 income monthly candidate in visit big

bazaar.
 32% of respondents are professional person visit in big bazaar.
 38.50 % of respondents are self employed in big bazaar.
 66 % of Respondents are regular visit in big bazaar .
 36.50 % of Respondents in Household appliance items purchase in regularly

visit in big bazaar.
 36.50 % of Respondents of to buy items specified in big bazaar than other

store availability only.
 79.50 % of Respondents of heard of promotions offers given by big bazaar.
 56 % of Respondents of come to know about offers of discount in TV.
 71 % of Respondents of satisfy with the promotions offers in big bazaar.
 36.50 % of Respondents of sales promotion would you feel as more attractive

in big bazaar.
 84.50 % of Respondents of purchasing decision get influenced due to sales

promotion in bog bazaar.
 26 % of Respondents of better service expect in future of big bazaar.
 24.50 % of Respondents of food product are purchase of mind in big bazaar.
 56.50 % of Respondents rate big bazaar with service quality.
64
 22.50 % of Respondents are offer best in food bazaar department in big
bazaar.
 27.50 % of Respondents are1+1 offer promotion activities attract customers in

big bazaar.
 89.50 % of Respondents are clearly presented through displays in big bazaar.
 40.50 % of Respondents rate the attractiveness of the advertisement of big

bazaar.
 69.50 % of respondents of sales promotion activities of big bazaar made you

to visit big bazaar.
 From the spss, it is generated the significant vale is less than 0.05. so reject
H0. There is an significant association between age & satisfy with the sales
promotion offers. H1: Accepted There is significant association with age and
satisfaction of promotion offers.
 From the spss, it is generated that correlation value is 0.101 and significant
value 0.004. Hence it is inferred that there exist a positive Correlation between
the education and big bazaar service quality.
 From the Correlation, it shows that there is Relationship between education

and big bazaar with service quality.
65
3.2 SUGGESTIONS
Concluding a detailed survey on the “consumer attitudes towards sales

promotion activities followed at big bazaar” (vadapalani store) it is found with some
of the suggestions as given below,
 Suggestion box should be kept in the bazaar, so that customers can give their
point of view, complaints if any. 
 Increase the discount rate on food bazaar products can be use to make more
sale.
 Increase awareness by more advertising in television about offers and
discount.
 Change perception about the company image that it is also meant for all leaves
of people.
 Try to avoid more discount offers as it spoils the image of the brand.
 Discount on dresser & Groceries will enable more customers to visit big
bazaar.
66
3.3 CONCLUSION
Based on our findings, the study observed that sales promotion is necessity for
the growth of any company especially in a competitive industry. The questionnaire
and the literature review also confirmed that sales promotion is one of the major
marketing activities of a company and that it is important and profitable venture, if
properly planned and executed.
From the analysis, I conclude that Big Bazaar is using a sales promotion
activity that is helping them to increase their set target and all the customers are
fully satisfied by big bazaar and their after sales service.
67
ANNEXURE
BIBLIOGRAPHY
Books Name:
Research Methodology - C.R.Kothari

Marketing Management - Philip Kotler (Pearson education, 12th edition)
Internet Web Page:
 www.salespromotion.com 

 www.bigbazaar.com 

 www.futuregroup.com 

 www.retailindustry.com 

 www.bigbazaarownbrands.com 

 Bigbazaar.co.in 
68
Questionnaire
(Please put a tick mark (√) against your answers to the statement)
Personal details:
Name:
1. Gender:  male female
2. Age  under 18  18 to 30
 30 to 40  40 above
3. Income: below Rs10000 Rs10001-20000
 Rs20001-30000 Rs30001-50000
50001 above
4. Education: 10th 12th UG
PG other_________
5. Occupation: self employed private employee govt. employee
professional  other(please
specify)___________
6. Do you regular visit in big bazaar?
Yes No
7. Reason why you regularly visit big bazaar?
 Purchase of Grocery items  Purchase of Electronics items
 Purchase of Footwear items  Purchase of Furniture items
 Purchase of Household appliance items
 Purchase of Dress materials suiting
 other____________________
8. What makes you to buy items specified in big bazaar than other store?
 Availability  price
 Offers  Easy accessibility
9. Have you heard of promotions offers given by big bazaar?
 Yes  No
10. How do you come to know about offers of discount?
 Tv  Paper  Radio
 Others______________
11. Do you satisfy with the promotions offers?
 Yes  No
No : Reason ________________
69
12. Which sales promotion would you feel as more attractive in big bazaar?
 Price  free gifts
 discount  offers
13. Did your purchasing decision get influenced due to sales promotion?
 Yes  No
14. What type of service do you expect from big bazaar in future?
 Better service  Better settlement  Claims
 Better returns  Others______________
15. When you think of big bazaar which product come to you mind?
 Food products  FMCG products  Electronic
products
 Furniture products  Others_______________
16. How do you rate big bazaar with service quality?
 Good  Very good  Very poor
 Fair  Poor
17. According to you which offer will be best for each department (you can select
more than one attribute).
Dep Foot Food

Clothing Electronics Grocery Furniture
Level wear bazaar
Get
more
for less
Get
big for
small
Buy
one get
many
Special
offers
18. Which type of promotional activities attract customers?

 Discount  Extra offer  1+1 offer
 Premium  Door delivery
19. Do you think offers are clearly presented through displays in big bazaar?
 Yes  No
70
20. Are you aware of product offered by big bazaar?
 Yes  No
21. Rate the Attractiveness of the advertisement of Big Bazaar?
Attractive Very Less Not at All

Attractive Attractive Attractive
22. Does the sales promotion activities of big bazaar made you to visit big bazaar?
 Yes  No
23. Have you visited other retail apart from big bazaar?
 Yes  No
Please specify:
 More megastore  Reliance Retail

Green market  Spencer’s daily
24. Which factor do you full that differed the big bazaar with other store?
Delivery  Brand name  Easy accessibility
 Price  Quality  Offers & discount
25. Please rate the offer & discount provided at different retail store?
Highly satisfied Neutral Dissatisfied Highly

Satisfied dissatisfied
More
market
Reliance
Spencer’s
daily
Big
bazaar
71

Chapter - I: Deciding On The Promotion Mix

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Chapter - I: Deciding On The Promotion Mix

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CHAPTER - I

Thus it is not surprising that industries and companies vary considerably in

Deciding on the promotion mix

 Public Relations and Publicity

1. Mass impersonal selling methods (Advertising).

2. Face to face personal selling (Salesman ship).

3. Activities other than personal selling and advertising such as point of

There are two types of promotion blends:-

Both of these are closely related to the channel of Distribution.

2. A push blend emphasizes personal selling. Naturally firms adopting this

Promotion and Selling

Promotion and Sales Promotion

Similarly the terms sales promotion cannot be taken to mean what is

Sales promotion at consumer’s level

The various schemes of sale promotion at Consumer’s Level may include.

1. Coupons (A Chit of Stated Value):-

In the hope of converting a prospect into a customer a sample (Some quantity

Offering sample in quit expensive. There is the cost of producing samples.

4. Money Refund Offer:-

An offer usually stated on the package is that manufacturers will return

A premium in the form of stamps is given by the sellers to consumers while

There are various forms of premiums provided by the manufacturer as

a) Coupons are supplied for effecting price reductions.

(c)Self Liquidating Premiums:-

1.1.1 NEED FOR THE STUDY

Sales promotion is an important component of a company's marketing

 To analyze the promotion activities by big bazaar .

 To understand the customer preference towards big bazaar retail change.

1.1.3 SCOPE OF THE STUDY

Sales promotion usually involves Non-recurring and no-routine methods, in

FUTURE VALUE RETAIL (INDIA) LTD

A subsidiary company, Home Solutions Retail (India) Limited, operates Home

1.2.1 INCEPTION OF ORGANIZATION

The group’s presence in Leisure & Entertainment segment is led through,

Future Group’s joint venture partners include, US-based stationery products

The group’s flagship company, Pantaloon Retail was awarded the

Future Group believes in developing strong insights on Indian consumers and

We will be the trendsetters in evolving delivery formats, creating retail realty,

 Indianans: confidence in ourselves. 

 Leadership: to be a leader, both in thought and business. 

 Respect & Humility: to respect every individual and be humble in our

 Introspection: leading to purposeful thinking. 

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

 Valuing and Nurturing Relationships: to build long term relationships. 

 Simplicity & Positivity: Simplicity and positivity in our thought, business

 Adaptability: to be flexible and adaptable, to meet challenges. 

 Flow: to respect and understand the universal laws of nature. 

1.2.2 TYPE OF INDUSTRY

This provides an enormous opportunity y for modern retailers to benefit from

In late 1990's the retail sector has witnessed a level of transformation.

According to A T Kearney, the organized retailing is expected to be more than

Indian Retail Industry

Growth of Indian Retail:

According to the 8th Annual Global Retail Development Index (GRDI) of AT

Major Retailers Pantaloons:

It has the following retail segments:

 Food & Grocery: Big Bazaar, Food Bazaar 

 Home Solutions: Hometown, Furniture Bazaar.

 Consumer Electronics: e-zone 

 Shoes: Shoe Factory 

 Health & Beauty Care: Star, Sitara 

 Entertainment: Bowling Co. 

Traditional Retail Format