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Chapter - I: Deciding On The Promotion Mix
Chapter - I: Deciding On The Promotion Mix
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."
Companies face the task of distributing the total promotion budget over
the five promotional tools:
Advertising
Sales Promotion
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
1
The term promotion is the term and includes mainly three type of sales
activity:
1. Pull Blend.
2. Push Blend.
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.
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.
2
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.
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:-
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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:-
5. Trading Stamps:-
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:-
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.
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.
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.
6
1.2 COMPANY PROFILE
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.
Big Bazaar Retail is the flagship company of Future Group, a business group
catering to the entire Indian consumption space.
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.
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at the World Retail Congress in Barcelona.
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.
CORE VALUES:
9
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.
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.
10
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.
Retailing will show good prospects in cities like Mumbai, Delhi, Chennai,
Kolkata, Bangalore and Kanpur. After Dubai, Singapore and Hong Kong, In India
11
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.
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.
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’.
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Books, Music & Gifts: Depot
E-tailing: Futurebazaar.com
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:
Counter Food: Family run stores, selling High service, low Kirana stores
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Street Regular markets held at fixed centre Large selection, Village haats
items.
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
Baby Accessories.
Cosmetics
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Crockery
Electrical Accessories
Electronics
Footwear
Toys
Home Textiles
Home Needs
Household Appliances
Household Plastics
Hardware
Home Décor
Luggage
Linens
Sarees
Stationery
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.
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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
17
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.
18
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.
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
19
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
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.
'
Vecchio, Del, Devon et.al. (2006) report the results of the study, which
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.
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.
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.
25
sales promotion increases consumption because of higher usage rate and
stockpiling.
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.
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.
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.
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.
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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.
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CHAPTER - 2
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
DEFINITION OF RESEARCH
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.
Sampling method indicate how the sample units are selected. There are two type
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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 TECHNIQUES
Primary data
Secondary data
PRIMARY DATA
SECONDARY DATA
These are existing data, which are collected from the magazines, reports,
books and websites, etc.
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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
CHART
To represent the collected data in the pictorial forms the charts are used. The
charts used in the study.
BAR DIAGRAM
Sample size was limited to 200, so there is difficulty in getting accurate answers.
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.
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1. Percentage Method
2. Chi-Square Test
3. Correlation
PERCENTAGE METHOD:
Total respondents
CHI-SQUARE ANALYSIS:
χ2=∑{(O-E)2/E}
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:
36
2.2 DATA ANALYSIS AND INTERPRETATION
1 Male 115 57 %
2 Female 85 43 %
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
1 Under 18 0 0%
2 18 to 30 63 31.50%
3 31 to 40 96 48%
4 40 above 41 20.50%
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.
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TABLE – 2.3.3 : INCOME OF THE RESPONDENT
1 below Rs10000 16 8%
2 Rs10001-20000 24 12%
3 Rs20001-30000 32 16%
4 Rs30001-50000 40 20%
250
200
150
100
50
INTERPRETATION:
From the above table, total no of respondents were 200 from that 16 of the
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.
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TABLE – 2.3.4 : EDUCATION OF THE RESPONDENT
1 10th 24 12%
2 12th 18 9%
3 PG 58 29%
4 UG 64 32%
5 Other 36 18%
250
200
150
100
50
0
10th 12th PG UG Other Total
INTERPRETATION:
From the above table, total no of respondents were 200 from that 24 of the
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
4 Professional 27 13.50%
5 Other 11 5.50%
250
200
150
100
50
0
self private govt. professional other Total
employed employee employee
INTERPRETATION:
From the above table, total no of respondents were 200 from that 77 of the
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
2 No 68 34%
Total
No
Yes
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.
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TABLE : 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.
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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%
200
150
100
50
0
Availability Offers price Easy Total
accessibility
INTERPRETATION:
From the above table, total no of respondents are 200 from that 73 of
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
2 No 41 20.50%
250
200
200
159
150
100
50 41
INTERPRETATION:
From the above table, total no of respondents are 200 from that 159 of
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%
250
200
150
100
50
0
Tv Paper Radio other Total
INTERPRETATION:
From the above table, total no of respondents are 200 from that 112 of
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
2 No 58 29%
250
200
150
100
50
0
Yes No Total
Series1 Series2
INTERPRETATION:
From the above table, total no of respondents are 200 from that 142 of
customers were choose Yes and 58 of customers were choose No.
47
TABLE : 2.3.12 : WHICH SALES PROMOTION WOULD YOU FEEL
AS MORE ATTRACTIVE IN BIG BAZAAR
1 Price 32 16%
3 Discount 52 26%
4 Offers 43 21.50%
250
200
150
100
50
0
Price Free Gift Discount Offers Total
INTERPRETATION:
From the above table, total no of respondents are 200 from that 32 of
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
2 No 31 16%
250
200
150
100
50
0
Yes No Total
INTERPRETATION:
From the above table, total no of respondents are 200 from that 169 of
customers were choose Yes and 31 of customers were choose No.
49
TABLE 2.3.14 : WHAT TYPE OF SERVICE DO YOU EXPECT FROM
BIG BAZAAR IN FUTURE
3 Claims 37 18.50%
5 Other 20 10%
250
200
150
100
50
0
Better Better Claims Better Other Total
service settlement returns
INTERPRETATION:
From the above table, total no of respondents are 200 from that 52 of
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
5 Others 24 12%
250
200
150
100
50
0
Food FMCG Electronic Furniture Others Total
products products products products
INTERPRETATION:
From the above table, total no of respondents are 200 from that 49 of
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%
3 Poor 0 0%
250
200
150
100
50
0
Good Very good Poor Fair Total
INTERPRETATION:
From the above table, total no of respondents are 200 from that 59 of
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%
250
200
150
100
50
0
Clothing Foot wear Electronics Grocery Furniture Food Total
bazaar
INTERPRETATION:
From the above table, total no of respondents are 200 from that 32 of
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%
4 Premium 30 15%
250
200
150
100
50
0
Discount Extra offer 1+1 offer Premium Door Total
delivery
INTERPRETATION:
From the above table, total no of respondents are 200 from that 35 of
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
2 No 21 10.50%
250
200
150
100
50
0
Yes No Total
INTERPRETATION:
From the above table, total no of respondents are 200 from that 179 of
customers were choose Yes and 21 of customers were choose No.
55
TABLE : 2.3.20 : ARE YOU AWARE OF PRODUCT OFFERED BY BIG
BAZAAR
2 No 57 28.50%
250
200
150
100
50
0
Yes No Total
INTERPRETATION:
From the above table, total no of respondents are 200 from that 143 of
customers were choose Yes and 57 of customers were choose No.
56
TABLE : 2.3.21 : RATE THE ATTRACTIVENESS OF THE
ADVERTISEMENT OF BIG BAZAAR
1 Attractive 81 40.50%
250
200
150
100
50
0
Attractive Very Attractive Less Attractive Not at All Total
Attractive
INTERPRETATION:
From the above table, total no of respondents are 200 from that 81 of
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
2 No 61 30.50%
250
200
150
100
50
0
Yes No Total
INTERPRETATION:
From the above table, total no of respondents are 200 from that 139 of
customers were choose Yes and 61 of customers were choose No.
58
TABLE: 2.3.23 : HAVE YOU VISITED OTHER RETAIL APART
FROM BIG BAZAAR
1 Yes 60 30%
2 No 140 70%
250
200
150
100
50
0
Yes No Total
INTERPRETATION:
From the above table, total no of respondents are 200 from that 60 of
customers were choose Yes and 140 of customers were choose No.
59
TABLE : 2.3.24 : WHICH FACTOR DO YOU FULL THAT DIFFERED THE
BIG BAZAAR WITH OTHER STORE
1 Delivery 34 17%
4 Price 15 7.50%
5 Quality 37 18.50%
250
200
150
100
50
INTERPRETATION:
From the above table, total no of respondents are 200 from that 32 of
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
250
200
150
100
50
0
Highly satisfied Neutral Dissatisfied Highly Total Respondents
satisfied Dissatisfied of Percentage
INTERPRETATION:
From the above table, total no of respondents are 200 from that 42 of
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
Yes No
Age 18 to 30 48 15 63
30 to 40 72 24 96
40 above 22 19 41
CHI-SQUARE TABLE
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:
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
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:
63
CHAPTER - 3
3.1 FINDINGS
57 % of respondents are male candidate in big bazaar.
64
22.50 % of Respondents are offer best in food bazaar department in 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.
65
3.2 SUGGESTIONS
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:
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).
70
20. Are you aware of product offered by big bazaar?
Yes No
21. Rate the Attractiveness of the advertisement of Big Bazaar?
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:
25. Please rate the offer & discount provided at different retail store?
More
market
Reliance
Spencer’s
daily
Big
bazaar
71