1

SUMMER INTERNSHIP REPORT ON

“COMPARITVE ANALYSIS OF SALES PROMOTION ACTIVITIES OF BIG BAZAAR WITH OTHER COMPETITORS IN INDORE”

FORM

FUTURE VALUE RETAIL LIMITED

BIG BAZAAR , INDORE

By

AJAY THAKUR

E-O6

Under the guidance of

Prof. Rupesh Andhrutkar In partial fulfillment for the award of Post Graduate Diploma In Management

INDIRA SCHOOL OF BUSINESS STUDIES Thatwad Pune- 411033

(2011-13)

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ACKNOWLEDGEMENT

“Acknowledgement is an art, one can write glib stanzas without meaning a word and on the other hand

one can make a simple expression of gratitude.”

Industrial training is an integral part of any Post Graduate Diploma in Management program and for that

purposes I had joined a company what else can be as good as Pune Central.

I take the opportunity to express my gratitude to all of them who in some or the other way helped me to

accomplish this challenging project in Pune Central. No amount of written expression is sufficient to

show my deepest sense of gratitude to them.

I am very thankful to External Guide, Mr. Subhajeet Basu, Cluster Marketing Manager, Big Bazaar

indore(M.P), and very grateful to Prof. Rupesh Andhrutkar(Internal Guide, Indira School of

Business Studies) for their everlasting support and guidance on the ground of which I have acquired a

new field of knowledge. The course structure created for this curriculum has benefited with the inclusion

of recent development in the organizational and managerial aspects.

Lastly, I am thankful to all the members of Big Bazaar Indore which has given me valuable information

in the part of my project.

AJAY THAKUR

PGDM (Marketing)

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FORMAT OF CERTIFICATE FROM THE COLLEGE(College LetterHead)

This is to certify that Mr./Ms. ------------------------- is a bonafide student of this institute and has successfully completed his/her project entitled _____________ at ___(Company Name) ________ for partial fulfillment of course Post Graduate Diploma in Management (Marketing) from Indira School of Business Studies.

Dr. Renu Bhargava Prof. ___________Director, ISBS Internal Guide

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Executive Summary

As part of summer internship project researcher had conducted a research on the factors

responsible for customer opinion about shopping in big bazaar. The main aim of the project was

to study various factors that drive the customer to the big bazaar.

With the help of this project researcher wants to find out the factors which attracts the customer

to the store and gives a competitive advantage to it. As Big Bazaar is a service provider and it’s

only differentiating factor is service delivery and service escape. The research is conducted on

people visiting the mall, and also through feedback from the customers.

For conducting the research the researcher used both primary and secondary research for primary

research he used questionnaire, feedback from and for secondary research he used internet.

After conducting the research the researcher found out that the most of the customers prefer BIG

BAZAAR for shopping because it offers them large variety of products and services also the

promotion activity carried out by the central also plays a important role in bringing the customer

to the store.

The objective of the summer internship project was to learn organization culture. And

also to know about how the practical world of Corporate can be related to the theoretical

knowledge.

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INDEX

S N Contents Pg No

1 Introduction

2 Industry / Company overview

3 Review of Literature/ Theoretical Background

4 Objectives

5 Research Methodology

6 Data Analysis , Results and Interpretation

7 Conclusions

8 Limitations of the project

9 Recommendations

6

CHAPTER-1

Introduction

7

1.1 What is the project?

The project was to examine the buying behavior of consumers at big bazaar with other competitors present in Indore. We had to examine the psychology of customers while purchasing products at the store.

1.2 Definition and purpose of the project?

To generate a lead for business through various promotional activities undertaken by outlet and

to increase the foot falls for stores and to understand the buying behavior pattern of the customer

inside the store.

Purpose of the project:

The purpose of the project is to analyze the business available in the Indore region and to

understand the overall marketing activity of competitors and percentage of business acquired by

them. At the same time generate the leads, creating value of product for customer, promoting the

brand and customer satisfaction. And also predict the scope of business of the company and

recommend improvement in above areas if required.

1.3 Scope of the Project?

1) The scope of this project is to identifying the buying behavior of the customer and

making them aware of promotional strategies through leaflet, SMS blast, kitty party etc.

2) Aim to understand the proficiency of the company in the area like technological

advancement, competition in management

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1.4Salient Contribution of the Project?

The study makes effort to understand the buying behavior of customer of Indore through

survey so that company would be able to increase sales. The company can come up to

expectation only by finding out the problem that customer faces during purchase, and various

other points like at customer service desk and it is vital for the company to understand those

problem of the customer. so that it can bring a smile on the face of the customer.

1.5Outline of the Project report?

To do the comparative analysis of big bazaar with other competitor in Indore like EASY

DAY, MORE, RELIANCE FRESH, KIRANA STORE ETC. And to analyze the offer

price through other competitors.

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CHAPTER -2 Industry / Company overview

10

Industry overview

Retail concept is old in India. World’s first department store started in rome. Today’s kirana stores are based on manusmriti & Kautilya’s arthshartra. Haats, Melas, Mandis & door to door salesmen are traditional Indian retail. Vishal Mega Mart is a retail sector, which is providing good quality of products in very reasonable price than its competitor. Retailing and wholesaling consist of many organizations designed to bring goods and services from the point of production to the point of use.

Retailing includes all the activities involved in selling good or service directly to final consumers for their personal, non-business use. Retailers can be classified in terms of store retailers, non-tore retailing, and retail organizations.

Store retailers include many types, such a specialty stores, department stores, supermarkets, convenience stores, superstores, combination stores, hypermarkets, discount stores, warehouse stores, and catalog showrooms. These store forms have had different longevities and are at different stages of the retail life cycle. Depending on the wheel-of-retailing, some will go out of existence because they cannot compete on a quality , service, or price basis.

Non-store retailing is growing more rapidly than store retailing. It includes direct selling (door-to-door,party selling), direct marketing, automatic vending, and buying services. Much of retailing I in the hand of the large retail organizations such as corporate chains, voluntary chain and retailer cooperatives, consumer cooperative, franchise organizations and merchandising conglomerates. More retail chains are now sponsoring diversified retailing lines and forms instead of sticking to one form such as the department store.

Retailers, like manufacturers, must prepare marketing plans that include decisions on target markets, product assortment and services, store atmosphere, pricing, promotion and place. Retailers are showing strong signs of improving their professional management and their productivity in the face of such trends as shortening retail life cycles, new retail forms, increasing intertype competition, and polarity of retailing, new retail technologies and many others.

Wholesaling include all the activities involved in selling goods or services to those who are buying for the purpose of resale or for business use. Wholesalers help manufacturers deliver their product efficiently to the many retailers and industrial users across the nation. Wholesalers perform many function,including selling and promoting, buying and assortment-building, bulk- breaking, warehousing, transporting, financing, risk bearing, supplying market

11

information, and providing management services and counseling. Wholesaler fall into four groups. Merchant wholesalers take possession of the goods and include full-service wholesalers (wholesale merchants, industrial ditributors) and limited-service wholesalers (cash and carry wholesalers, truck wholesalers, drop shippers, rack jobbers, producers cooperatives and mail-order wholesalers). Agents and brokers do not take possession of the goods but are paid a commission for facilitating buying and selling. Manufacturers’ and retailers’ branches and offices are wholesaling operations conducted by non-wholesalers to bypass the wholesalers. Miscellaneous wholesalers include agricultural assemblers, petroleum bulk plants and terminals, and auction companies.

Wholesalers too must make decisions on their target market, product assortment and services, pricing, promotion, and place. Wholesalers who fail to carry adequate assortments and inventory and provide satisfactory services are likely to be bypassed by manufacturers. Progressive wholesalers, on the other hand, are adapting marketing concepts and streamlining

their costs of doing business.

Retail means selling goods and services in small quantities directly to customers. Retailing consists of all activities involved in marketing of goods and services directly to consumers for their personnel family and household use.

The Indian retailing industry is becoming intensely competitive, as more and more payers are buying for the same set of customers. The major retail player are Pantaloons Retail, Shoppers Stop, Reliance, Easy day, More etc.

Retailing is one of the biggest sectors and it is witnessing revolution in India. The new entrant in retailing in india signifies the beginning of the retail revolution. India’s retail market is expected to grow tremendously in next few years. According to AT Kearney, the Windows of Opportunity shows that retailing in India was at opening stage in 1995 and now it is in peaking stage in 2006. India’s retail market is expected to grow tremendously in next few years. India shows US$33o billion retail market that is expected to grow 10% a year, with modern retailing just beginning. India ranks first in 2005. In fact, in 2005 and 2006, India is the most compelling opportunity for retailers, because now India is in peaking stage.

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Company overview:-

Big Bazaar is a chain of hypermarket in India, which caters to every family’s needs and requirements. This retail store is a subsidiary of Future group, Future value retail LTD. and is an answer to the United States’ Wal-Mart. Big Bazaar has released the doors for the fashion world, general merchandise like sports goods, cutlery, crockery, utensils, and home furnishings etc. at best economical prices.

Big Bazaar group offers more than 240 stores all over the country with an amalgamation of Indian bazaars’ feel and touch with a convenience and choice of the modern retail facilities. The retail format of the Big Bazaar group includes Aadhar, Rural & Home-Town retail chain, Ezone home-improvement chain, sportswear retailer, depot and music chain is few among others.

History of Big Bazaar

Big Bazaar, is formed by CEO of Future Group, Mr. Kishore Biyani. The group do not promises more than what it delivers. Their basic attraction associated with reasonable prices is their Unique Selling Price.

Though, the products Big Bazaar stores stocks might not be advanced, but the customers are assured to avail the worth of the money spent by them. In 2001, the group opened its first store on the VIP Road, Calcutta, which was the primary departmental store offering regulated services of parking, steel vessels, apparel, electronics etc under the one roof at the competitive prices. Big Bazaar has become a massive hit with lower middle-class and middle class people as a major client base.

At present, the Future Group comprises various formats and brands like Copper Chimney, Etam, Staples, One Mobile, Urbana, Brand Factory, LootMart, HomeTown and Central. The Big Bazaar has several stores located all over the India, among that Chennai, Hyderabad, Ahmedabad, Bangalore, Kolkata, Pune, Mumbai and Delhi is those metro cities where the stores of Big Bazaars are located.

Facilities offered by Big Bazaar

Online shopping: Big Bazaar has an official website, FutureBazaar.com, which is one of the most favorite sites among people of India for online shopping. FutureBazaar is an online business venture of Future Group, which sells an assortment of products such as fashion, which includes merchandise for men and women, mobile accessories, mobile handsets and electronics like home theatres, video cameras, digital camera, LCD TVs, kitchen appliances and many more.

Discounts: “Hfte ka sabse sasta din was introduced by the Big Bazaar, wherein extra and special discounts were offered on Wednesday every week, to attract the potential buyers into their store.

Security check: At each exit of Big Bazaar, they use alarm systems or Electronic Article Surveillance system, which detects the products that has attached tags or not.

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14

CHAPTER-3

Review of literature

15

3.1 Review of literature

BY SOUMEN CHATTERJEE

UNIQUE CUSTOMER PERCEPTION (UCP): According to soumen, Unique customer perception is what is required by companies instead of Unique selling proposition. It is ultimately that customer look for satisfaction based on the picture of perception derived from various sources. If these perceptions of customer centric marketing. This has lead to the concept-“customer perception is the rule and not customer satisfaction”.

HUAWEI

Satisfy customer perception is the biggest challenge: In meeting customer requirement and measuring customer, satisfaction indexes , customer perception should be definitely a key consideration. Qualified services in the operation execution layer, technical management layer and business development layer are necessary. It is more important to understand customer expectations and make efforts to exceed their expectations. In customer satisfaction management, the biggest challenge is customer perception management, or customer perception satisfaction. The major characteristics of service is intangible, hence the core value of services is not like a physical product but the spiritual experience and perception of customer. The final aim and ideal effect of service provisioning is to have customer perceive and enjoy the services. Such perception is both at psychological and behavior levels, and it is the contents of high quality life in the modern society. Customer are seeking for material deliverables as well as perceptive enjoyment when purchasing a services product. Since perceptive enjoyment is a vital service objective. One of the key service management objective shall be meeting customer’s perceptive enjoyment

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Theoretical Perspective

Retailing

The indian consumer could well be crowned king with all economic indicators in the right place. Queuing up for the coronation ceremony are a multitude of global companies that are looking at india as the next consumer market powerhouse. And it seems to be the retail sector that will give the desi consumer royal status.

In this study I will try to find out the present scenario of retail market in india. This project will give focus on the global scene to retail industry and what will drive the growth of industry in the future.

Retailing is the final step in the distribution of merchandise, the last link in supply chain – connecting the bulk procedures of commodities to the final customers.

Retailing in india is thoroughly unorganized. There is no supply chain management perspective. According to a survey by AT Kearney, an overwhelming proportion of the Rs. 400,000 crore retail market is UNORGANISED. In fact, only a Rs. 20,000 core segment of the market is organized.

A study by McKinsey points out that india’s market for consumer goods can reach a $450 billion by 2011-making it one of the five largest in the world. Further, KPMG in a recent report titled ‘Consumer markets in india –the next big thing?’ has said: “india represents an economic opportunity on a massive scale, both as a global base and a domestic market.” The report, however, finds that the next leap in the growth of the consumer market will be spearheaded by the changing dynamics of the retail sector. “Companies expect that the next cycle of change in indian consumer markets will be the arrival of foreign players in consumer retailing. Although FDI remains highly restricted in retailing, most companies believe that will not be for long,” says Deepankar Sanwalka, Executive Director and Head – Consumer Markets, KPMG India.

FDI in retail has once again begun to appear imminent following Prime Minister Manmohan Singh’s recent interview to McKinsey, in which he expressed confidence that he would be able to get the Left parties on the matter. KPMG is in fact going ahead with its plans to conduct a series of five roadshows in the US and a few countries in Europe to hold discussion about the opportunities in india’s consumer markets, especially in retail. And the numbers do lend credence to the enthusiasm.

17

The Economist Intelligence Unit (EIU) country briefing on India, estimates the retail market in india will grow from $394 billion in 2005 to $750.9 billion in 2012. In fact, KPMG find that the organized retail sector in india is expected to grow at a higher rate than GDP growth in the next five years, driven by changing lifestyles, strong income growth and favorable demographic patterns. According to EIU, India currently has more than seven million retails outlets, out of which 96 percent are smaller than 500 sq. ft. But this scenario is changing fast. The structure of retailing is developing rapidly with malls becoming increasingly common in large cities, and development plan being projected at 150 new shopping malls.

Theme for a mall -

Although the retail sector in India highly fragmented and consists predominantly of small, independent, owner- managed shops, it happens to be the country’s second largest employer after agriculture. The country is currently is currently witnessing a boom in retailing, thanks mainly on account of an increase in the disposable incomes of middle and upper-middle class households.

More and more corporate house, including large real estate companies, are now entering the retail business directly or indirectly. One sign of the modernization of Indian retailing is the rapid growth in the number of specialty malls and theme malls. The Piramals, Tatas, Rahejas, ITC, S.kumar’s, RPG Enterprises, Aerens, Omaxe and mega retailers like Crosswords, Shopper’s Stop and Pantaloon have taken the lead in organized retailing.

Emergence of specialty retailing

Though organized retailing is still at a nascent stage –accounting for only around two percent of the $180 billion retail market in India – it is likely to touch 10 percent by the end of this decade. Four product categories have led the organized retailing wave: foods, apparel, lifestyle products, consumer durables and electronics. In recent times, several theme malls such as gold souk (jewellery malls), Wedding Mall, Electronic Mall, Auto Mall,etccatering to specific needs and occasions have been completed or announced.

Many top developers are now toying with the idea of developing specialty malls. Specialty malls are already a success in the West, whereas the concept is in its infancy in india. One could venture so far as to say speciality and theme based retailing will drive the growth of organized retailing in india.

ORGANISED RETAILING

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Organized retailing got a leg up during 2004 with the opening of new format stores, rapid growth of existing players, start-up of new –generation shopping malls, the Government’s intention of allowing a certain level of foreign direct investment in retail and the formation of the a retailers association. With consumer sentiment positive during most of 2004, it led to substantial spending across a number of categories such as consumer durables, clothing and lifestyle, automobiles and telecom product. At the beginning of this decade, organized retailing account for a mere $2.9 billion in India. This is only 1.25 percent of the estimate total retail market. This share has already grown to 2 percent. Growth projections for retail business vary widely. Some studies estimated that by 2007, the share of organized retail in the retail pie will jump three times to reach 5-6 percent.

Retail in India largest industry accounting for over 10% of the country GDP and around 8% of the employment. Retail industry in India is at the cross road. It has emerged as one of the most dynamic and fast paced industries with several player entering the market. The future is promising the market is growing government policies are becoming more favorable and emerging technology and facilitating operations.

Some key facts retail in India largest industry accounting accounting for over 10% of the country GDP and around 8% of the employment.

The market size of the Indian retail industry is about US $312 billion.

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CHAPTER-4Objective

20

4. Objectives

1) To find out the buying behavior of the customers coming in to Big Bazaar in Indore.

2) To find out the customers response towards sales promotion at big bazaar.

3) To study the satisfaction level of customers in different attributes of big bazaar.

4) To identify main competitors of big bazaar in Indore.

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CHAPTER-5

Research methodology

22

5. Research Methodology

5.1.1 Method of Research

The method of research for project is for project is Survey method as it is the best option for

obtaining behavioral pattern belief, Attitudes and opinion.

Consumer

5.1.2 Type of research

Type of research is Descriptive Research.

Descriptive research, also known as statistical research, describes data and characteristics

about the population or phenomenon being studied. However, it does not answer questions about

eg: how/when/why the characteristics occurred, which is done under analytic research.

Although the data description is factual, accurate and systematic, the research cannot describe

what caused a situation. Thus, Descriptive research cannot be used to create a causal

relationship, where one variable affects another. In other words, descriptive research can be said

to have a low requirement for internal validity.

5.1.3 Data Type

Data is a fact on which the decision is based to take a particular action. The task of data

collection begins after a research problem has been define and research design/plan chalked out.

There are two types of data type used in survey i.e Primary data and secondary data

5.1.4 Data collection tools

Primary data-

1) Structured questionnaire: Keeping in view the objective of study a questionnaire (as given annexure) was selected there is 13 in all. All question are small in size and arranged logically.

The language is simple to understand.

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2)Interview : Information was also obtained by conversation with customers they were interviewed (telephonic, face to face) personally.

3)Observation

Secondary data-

1) Internet

2) Management books

3) Article related to Pepsi

5.1.5 Sampling plan

Sample is a part of the population which is selected according to some rule for studying some

characteristics of the population. Survey conducted in Big bazaar store, Indore (M.P)

5.1.5.1 Sample design

The way of selecting a sample is known as sample design. It is definite plan for obtaining sample

from given population. It refers to the procedure or technique adopted in selecting items for the

sample.

5.1.5.2 Sampling procedure

Sampling procedure taken on the basis of Non-probability sampling the reason behind opting this

sampling method is to ease of access and for getting more appropriate data.

Data analysis techniques to be used : I have done a market field survey on big bazaar. I have

surveyed around 140 repondents of indore who come to visit big bazaar. A specific questionnaire

is prepared for customers and data is obtained from them by moving around big bazaar and

24

personally interacting with them. The customers gave me valuable information regarding their

consumption pattern in big bazaar. I collected all those information and a proper analysis is done.

Each of the analysis is done as per the information obtained from the customer and a serious interpretation has been done to best of by effort

25

CHAPTER-6

Data analysis interpretation

26

Age wise profile of visiting customers -

Age No.s %18-25 10 7%26-30 18 13%31-35 36 26%36-40 44 31%41-46 24 17%>50 8 6%Total 140

7% 13%

26%31%

17% 6%18-25

26-30

31-35

36-40

41-46

>50

Interpretation:

Customers which preferred to visit Big bazaar outlet are of middle age following between 36-40 followed by the age group of 31-35.

Your visit to our store today was for

27

Your visit to the store was No.s %Planned 61 44%Casual 79 56%Total 140

44%

56%

Planned

Casual

Interpretation:

From this I interpret that big bazaar is purely a shopping complex but it also facilitates a certain kind of ambience and decorum to the people that they also visit it for the purpose of outing. The infrastructure and ambience of big bazaar is so that people even like to go there even also they don’t have to purchase anything. People enjoy doing shopping in big bazaar. This is very nice for it as often customers.

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How often do you visit big bazaar?

How often do you visit Big Bazaar No.s %Daily 2 1%Weekly 14 10%Fortnightly 24 17%Monthly 52 37%Occasionally 48 34%Total 140

1%10%

17%

37%

34%

Daily Weekly

Fortnightly Monthly

Occasionally

Interpretation:

From this I interpret that in big bazaar 37% customers visit monthly, 34% customer visit occasionally 17% customers visit fortnight and 10% on weekly, it means mostly customer visit monthly and occasionally basis for purchase their requirements.

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What do you usually prefer to shop at big bazaar?

What do you usually prefer to shop at Big Bazaar No.s %Food 118 46%Apparels 40 16%Electronics 14 5%Crockery/ Utensils/ Plastic 14 5%Toys/ Sports/ Stationary 20 8%Home Fashion 52 20%Total 258

46%

16%5%

5%

8%

20%

Food

Apparels

Electronics

Crockery/ Utensils/ Plastic

Toys/ Sports/ Stationary

Home Fashion

Interpretation: From this analysis I interpret that customer demand are high for foods and home fashions followed by apparels items in big bazaar. Electronic items have a little demand by the customers. The other items are not much in demand by the customers. I can interpret that foods &home fashions items are the major product which hold maximum number of customers. So big bazaar should maintain its low pricing and product quality to keep hold of the customers and also it should keep more qualitative product of electronic & toys or games items so that people would go for more purchase of these items from it. Big bazaar has many local branded products of foods and cloths and it is successfully selling it. It should also include branded products so that more sales can take place.

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Customers preference towards kirana store

Your visit to the store was No.s %Yes 44 63%No 26 37%Total 70

62%

38%

Yes No

Interpretation:

As per the given data I analyze that most number of people tend to purchase goods from nearby kirana store even if they come to big bazaar. I can conclude from this that a kirana store is a competitor of big bazaar. Some customers never go for shopping in kirana store as of it does not have much variety option available with it. Probably they are more interested in having a shopping experience rather than to just go and purchase goods from kirana store.

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Comparison of big bazaar with any kirana store –

Parameters Rating for BB BB

Other organised

retailPrices 562.890816 584.1894

Service 563.905034 564.905

Varity 554.777075 542.6065

Quality 541.592245 517.251

Convenience 549.705986 524.3505

Experience 557.819728 560.8624

Ambience 595.345782 592.3031

Paramete

rs Rati

ng for B

BPric

es

servic

eva

rity

quality

conve

nience

Experi

ence

ambien

ce0

100

200

300

400

500

600

700

Interpretation :

I interpreted from this that a kirana store is one of the competitor of big bazaar. It is a threat for big bazaar as some of the attributes of kirana store provides more satisfaction to customers. Big bazaar should try to improve on each of its attributes and out compete the kirana store so that it can convert the customers of kirana store to be the customer of big bazaar.

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Rate Big Bazaar on following parameters

Parameters Rating for BB BB

Easy Day

Prices 1092 1150

Product Quality 1106 1112

Product Availibilty 1086 1066

Staff Knowledge 1064 1022

Store Ambience 1068 1032

Shopping Experience 1096 1110

Billing Accuracy 1172 1164

Billing Speed 1066 1144

In-store display of offers 1092 1122

Paramete

rs Rati

ng for B

BPric

es

Product

Quality

Product

Availib

ilty

Staff Knowled

ge

Store

Ambience

Shopping E

xperi

ence

Billing A

ccurac

y

Billing S

peed

0

200

400

600

800

1000

1200

1400

Series1

Series2

Interpretation:

I interpreted from this that other organized stores is another competitors of big bazaar. It is a thread for big bazaar as some of the attributes of other organized store provides more satisfaction to customers. Big bazaar should try to improve on each of its attributes and out compete the other organized stores.

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Address

Address % No

with-in 3 kms 7% 5

3-5km 11% 8

5-10km 20% 14

10-15km 44% 31

>15 km 17% 12Total  100% 70

with-in 3 kms 3-5km 5-10km 10-15km >15 km0%

10%

20%

30%

40%

50%

7%

11%

20%

44%

17%

Interpretation:

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Did you come across any of the following for Big Bazaar

Did you come across any of the following for big bazaar No.s %Leaflets 42 28%Newspapaer Ad 92 61%SMS 6 4%Banners 8 5%Mobile Van 4 3%Word of Mouth 0 0%Total 152

28%

61%

4% 5% 3%

Leaflets

Newspapaer Ad

SMS

Banners

Mobile Van

Word of Mouth

Interpretation :

When big bazaar does promotional activities Newspaper Ad turns up to be the most successful medium for conveying to the masses

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How do you want us to convey our offers to you?

How do you want us to convey the offers to you No.s %Leaflets 56 33%Newspaper Ad 70 42%SMS 26 15%Banners 16 10%Mobile Van 0 0%Radio 0 0%Total 168

33%

42%

15%

10%

Leaflets

Newspaper Ad

SMS

Banners

Mobile Van

Radio

Interpretation :

Masses suggested that the best medium to convey the promotional activity is newspaper followed by leaflet

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CHAPTER-7Conclusion

37

CONCLUSION

People visit Big Bazaar because it offers many products in under single roof at a best

price. Big Bazaar is a desired place for shopping for family members as their target

customers are in the age of 35 to 40 followed by 31 to 35.

57% of the respondents find the promotional and discount attractive in stores .as

compared with other retail outlets of the city.

It is a threat for big bazaar as some of the attributes of other organized store provides more satisfaction to customers. Big bazaar should try to improve on each of its attributes and out compete the other organized stores.

When big bazaar does promotional activities Newspaper Ad turns up to be the most successful medium for conveying to the masses.

The loyalty programme of BIG BAZAAR as favourable as it helps them in shopping

more.

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CHAPTER-8Limitation of project

39

Limitation of the project

Certain limitations do creep in a research study due to constraints of the time, money and human efforts, the present study is also not free from certain limitation, which were unavoidable. Although all effort were taken to make the result of the work as accurate as possible as survey but the survey have following constraints.

Some customer were not willing to give appointment due to their busy schedule. Due to very large size of the population, only a selected sample of customer could be

contacted. Due to time constraint and other imperative work load during the period it could not be

made possible to explore more area of concern pertaining to study. Also impossible for company to prove information is confidential. Due to fast pace of life, some customers were not able to do justification to the

questionnaire. As per company rule many information was not disclose as the manager are busy in their

daily schedule. It is not possible for us to spend more time in interaction with them

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CHAPTER-9Recommendation

41

From my side there are following suggestions:

Big Bazaar should include more of branded products its product category so as to attract

the brand choosy people to come in to big bazaar.

The service of the sales person needs to be improved. Personal care should be taken by the

sales person for the customers so that the customers feel good.

The infrastructure to be changed a bit during weekends as there is maximum number

footfalls.

Proper signage should be there so that customer can locate the products easily.

To increase more footfalls more promotional activities must be carried out either offer

more discount or increase advertisement.

Promotion of big bazaar should be made in society by conducting free distribution of

sample and other activity.

Allowing more space between the entrance of store and product allow customer to spend

more time and buy more.

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43

Appendix

A) Questionnaire

B) Bibliography

44

Your Visit to our store today was for: Planned Shopping Casual Outing

Today you came to our store (Note the No. of customers if not came alone): Alone with Family_____ with Friends______

How often do you visit Big Bazaar?Daily Weekly Fortnightly Monthly Occasionally

What do you usually prefer to Shop at Big Bazaar?

1 Food 2.Apparels 3.Electronics 4.Crockery,Utensils,Plastics 5. Toys/Sports/Stationary

6 Home Fashion

Do you go to kirana store? Yes No

Compare your nearest kirana store with Big Bazaarparameters Big bazaar Kirana storepriceservicevarietyqualityconvenienceexperienceambience

Rate Big Bazaar on following parameters (other organized mall)

Parameters BB Rating Out of 10

Major Competitor Rating out of 10

PricesProduct QualityProduct AvailabilityStaff KnowledgeStore AmbienceShopping ExperienceBilling AccuracyBilling SpeedIn store display of Offers

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Name Gender Male FemaleAge Group 18-25 26-30 31-35 36-40 41-50 >50Address(complete) City LocalityPhone #

Did you come across any of the following for Big BazaarLeaflets Newspaper AD SMS Banners Mobile Van

How do you want us to convey our offers to you?

Leaflets Newspaper AD SMS Banners Mobile Van

Was there any product which you wanted, but was not available? If yes please specify..._____________________________________________________________________________

Any Feedback that you'd like to give us that'll help us serve you better...______________________________________________________________________________

______________________________________________________________________________

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BIBLIOGRAPHY

Internet site

www.wikipedia.com

www.ask.com

www.wikianswer.com

Magazine

Business today

Business and economy

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