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Sales Promotion in Big Bazaar

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1. 1. CHAPTER-I 1.1 INTRODUCTION 1.1.1 SALES PROMOTION Sales are the lifeblood
of a business, without sales there would be no business in the first place; therefore
it is very important that if a business wants to succeed, it should have a sales
promotion strategy in mind. The primary objective of a sales promotion is to
improve a company's sales by predicting and modifying your target customer's
purchasing behavior and patterns. Sales promotion is very important as it not only
helps to boost sales but it also helps a business to draw new customers while at
the same time retaining older ones. There are a variety of sales promotional
strategies that a business can use to increase their sales, however it is important
that we first understand what a sales promotion strategy actually is and why it is so
important. A sales promotion strategy is an activity that is designed to help boost
the sales of a product or service. This can be done through an advertising
campaign, public relation activities, a free sampling campaign, a free gift campaign,
a trading stamps campaign, through demonstrations and exhibitions, through prize
giving competitions, through temporary price cuts, and through door-to-door sales,
telemarketing, personal sales letters, and emails. The importance of a sales
promotion strategy cannot be 1
2. 2. underestimated. This is because a sales promotion strategy is important to a
business boosting its sales. When developing a sales promotion strategy for your
business, it is important that you keep the following points in mind. Consumer
attitudes and buying patterns Your brand strategy Your competitive strategy Your
advertising strategy And other external factor that can influence your products
availability and pricing. 1.1.2 ADVANTAGES OF SALES PROMOTION • Importance to
Consumers • Increased Buying Confidence • Distribution of free samples is
probably the fastest and best way through which manufacturers can push
consumers to try a product. • Once satisfied with the quality of the sample product,
consumers become more confident about buying a new product. • Reduced Rates •
During promotional campaigns, companies offer their products at discounted
rates. 2

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3. 3. • Consumers like to make use of such occasions to buy larger quantities of such
products. • A sales promotion campaign makes the job of the sales team much
easier. Thanks to the offers and sales, customers are positively inclined towards
buying a particular product. 1.1.3 METHODS OF SALES PROMOTION Some of the
most common methods used in sales promotion strategies include: 1. Coupons 2.
Price discounting 3. Gift with purchase offers 4. Sampling 5. Mail in offers and
rebates 6. Refund and premium offers 7. Group promotions 8. Frequent
user/loyalty incentives 9. Point-of-sale displays 3
4. 4. 1.2 INDUSTRY PROFILE 1.2.1 INDIAN RETAIL INDUSTRY India retail industry is the
largest industry in India, with an employment of around 8% and contributing to
over 10% of the country's GDP. Retail industry in India is expected to rise 25%
yearly being driven by strong income growth, changing lifestyles, and favorable
demographic patterns. It is expected that by 2016 modern retail industry in India
will be worth US$ 175- 200 billion. India retail industry is one of the fastest growing
industries with revenue expected in 2007 to amount US$ 320 billion and is
increasing at a rate of 5% yearly. A further increase of 7-8% is expected in the
industry of retail in India by growth in consumerism in urban areas, rising incomes,
and a steep rise in rural consumption. It has further been predicted that the
retailing industry in India will amount to US$ 21.5 billion by 2010 from the current
size of US$ 7.5 billion. Shopping in India has witnessed a revolution with the
change in the consumer buying behavior and the whole format of shopping also
altering. Industry of retail in India which has become modern can be seen from the
fact that there are multi- stored malls, huge shopping centers, and sprawling 4
5. 5. complexes which offer food, shopping, and entertainment all under the same
roof. India retail industry is expanding itself most aggressively as a result a great
demand for real estate is being created. Indian retailers preferred means of
expansion is to expand to other regions and to increase the number of their
outlets in a city. It is expected that by 2010, India may have 600 new shopping
centers. In the Indian retailing industry, food is the most dominating sector and is
growing at a rate of 9% annually. The branded food industry is trying to enter the
India retail industry and convert Indian consumers to branded food. Since at
present 60% of the Indian grocery basket consists of non- branded items. India
retail industry is progressing well and for this to continue retailers as well as the
Indian government will have to make a combined effort. 5

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6. 6. 1.3 COMPANY PROFILE 1.3.1 FUTURE GROUP The field of study was conducted at
Big bazaar a unit of Pantaloon Retail (India) Limited. Pantaloon 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 Pantaloons, a chain of fashion
outlets, Big Bazaar, 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,
futurebazaar.com. A subsidiary company, Home Solutions Retail (India) Limited,
operates Home Town, a large-format home solutions store, Collection i, 6
7. 7. 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. Pantaloon Retail is the flagship company of Future Group, a business
group catering to the entire Indian consumption space. 1.3.2 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. 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 7

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8. 8. 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 General, the group’s insurance venture in partnership
with Italy’s General Group, Future Brands, a brand development and IPR company,
Future Logistics, providing logistics and distribution solutions to group companies
and business partners and Future Media, a retail media initiative. The 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 centres, F123. Through its partner
company, Blue Foods the group operates around 100 restaurants and food courts
through brands like 8
9. 9. 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 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.’ 1.3.3 Vision: Future Group shall deliver Everything,
Everywhere, Every time for Every Indian Consumer in the most profitable manner.
1.3.4 Mission: They share the vision and belief that our customers and
stakeholders shall be served only by creating and executing future scenarios in the
consumption space leading to economic development. They will be the
trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments – for classes and for masses. 9

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10. 10. They shall infuse Indian brands with confidence and renewed ambition. They
shall be efficient, cost- conscious and committed to quality in whatever we do. They
shall ensure that our positive attitude, sincerity, humility and united determination
shall be the driving force to make us successful. 1.3.5 Core values: • Indianness:
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.
1.3.6 Major Milestones 10
11. 11. 2001- Three Big Bazaar stores launched within a span of 22 days in Kolkata,
Bangalore and Hyderabad. 2002- Food Bazaar, the supermarket chain is launched.
2004- Central - India’s first seamless mall is launched in Bangalore. 2005- Group
moves beyond retail, acquires stakes in Galaxy Entertainment, Indus League
Clothing and Planet Retail. Sets up India’s first real estate investment fund Kshitij to
build a chain of shopping malls. 2006- Future Capital Holdings, the company’s
financial is formed to manage over $1.5 billion in real estate, private equity and
retail infrastructure funds. Plans forays into retailing of consumer finance products.
Home Town, a home building and improvement products retail chain is launched
along with consumer durables format, Ezone and furniture chain, Furniture Bazaar.
Future Group enters into joint venture agreements to launch insurance products
with Italian insurance major, General Forms joint ventures with US office stationery
retailer, Staples. 2007- Future Group crosses $1 billion turnover mark. Specialized
companies in retail media, logistics, IPR and brand development and retailled
technology services become operational. 2008- Future Capital Holdings becomes
the second group company to make a successful Initial Public Offering in the Indian
capital markets. Big Bazaar crosses the 100-store mark, marking one of the fastest
ever expansion of a hypermarket format anywhere in the world. Total operational
11

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12. 12. retail space crosses 10 million square feet mark. Future Group acquires rural
retail chain, Aadhar present in 65 rural locations. 1.3.7 Passion for Retail At
Pantaloon Retail, Empowerment is what you acquire and Freedom at Work is what
you get. They believe the most valuable assets are People. Young in spirit,
adventurous in action, with an average age of 27 years, our skilled & qualified
professionals work in an environment where change is the only constant. Powered
by the desire to create path-breaking practices and held together by values, work
in this people intensive industry is driven by softer issues. In our world, making a
difference to Customers’ lives is a Passion and performance is the key that makes
it possible. Out of the Box thinking has become a way of life at Pantaloon Retail
and living with the change, a habit. Leadership is a value that is followed by one
and all at Pantaloon Retail. Leadership is the quality that motivates us to never
stop learning, stretching to reach the next challenge, knowing that we will be
rewarded along the way. In the quest of creating an Indian model of retailing,
Pantaloon Retail has taken initiatives to launch many retail formats that have come
to serve as a benchmark in the industry. Believing in leadership has 12
13. 13. given us the optimism to change and be successful at it. We do not predict the
future, but create it. At Pantaloon Retail you will get an opportunity to handle
multiple responsibilities, and therein, the grooming to play a larger role in the
future. Work is a unique mix of preserving our core Indian values and yet providing
customers with a service, on par with international standards. Pantaloon Retail is
not just an organization - it is an institution, a centre of learning & development.
We believe that knowledge is the only weapon at our disposal and our quest for it
is focused, systematic and unwavering. At Pantaloon Retail, we take pride in
challenging conventions and thinking out of the box, in travelling on the road less
traveled. Our corporate doctrine ‘Rewrite Rules, Retain Values’ is derived from this
spirit. Over the years, the company has accelerated growth through its ability to
lead change. A number of its pioneering concepts have now emerged as industry
standards. For instance, the company integrated backwards into garment
manufacturing even as it expanded its retail presence at the front end, well before
any other Indian retail company attempted this. It was the first to introduce the
concept of the retail departmental store for the entire family through Pantaloons in
1997. The company was the first to launch a hypermarket in India with Big Bazaar,
a large discount store that it commissioned in Kolkata in October 2001. And the
company introduced the country to the Food Bazaar, a unique 'bazaar' within a
hypermarket, which was launched in July 2002 in Mumbai. Embracing our
leadership value, the 13

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14. 14. company launched all in July 2005 in Mumbai, making us the first retailer in
India to open a fashion store for plus size men and women. Today we are the
fastest growing retail company in India. The number of stores is going to increase
many folds year on year along with the new formats coming up. The way we work
is distinctly "Pantaloon". Our courage to dream and to turn our dreams into reality
- that change people’s lives, is our biggest advantage. Pantaloon is an invitation to
join a place where there are no boundaries to what you can achieve. It means
never having to stop asking questions; it means never having to stop raising the
bar. It is an opportunity to take risks, and it is this passion that makes our dreams a
reality. 1.3.8 BIG BAZAAR Big bazaar, Pondy Bazaar was the second store to make
an impact in the minds of the customer. It was opened in the month of June, 2008.
Situated in the midst of an IT hub, it welcomes customers with exciting offers and
discounts. Pondy bazaar is among the few areas in Chennai that is full of activities
with shopping malls, eat out joints, restaurants etc. This also brings a lot of
competition for the store. Measures are taken to retain the customers by training
the employees to be polite and vigilant. 1.3.9 The various departments in the store
are as follows • Food bazaar department 14
15. 15. • Cash department • Plastics, Utensils and Crockery • Appliances • Footwear •
New Business Developments • Depot • Home Linen • Furniture • Apparels • Visual
merchandise • Human Resource • Administration • Ware house / Logistics •
Maintenance • Luggage • Customer Service Department. 15
16. 16. 1.4 REVIEW OF LITERATURE 1.4.1 Promotion & Consumption Does consumption
respond to promotion? Many studies have focused on the effects of promotion on
brand switching, purchase quantity, and stockpiling and have documented that
promotion makes consumers switch brands and purchase earlier or more. The
consumers‘consumption decision has long been ignored, and it remains unclear
how promotion affects consumption (Blattberg et al. 1995). Emerging literature in
behavioural and economic theory has provided supporting evidence that
consumption for some product categories responds to promotion. Using an
experimental approach, Wansink (1996) establishes that significant holding costs
pressure consumers to consume more of the product. Wansink and Deshpande
(1994) show that when the product is perceived as widely substitutable, consumers
will consume more of it in place of its close substitutes. They also show that higher
perishability increases consumption rates. Adopting scarcity theory, Folkes et al.
(1993) 16

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17. 17. show that consumers curb consumption of products when supply is limited
because they perceive smaller quantities as more valuable. Chandon and Wansink
(2002) show that stockpiling increases consumption of high convenience
productsmore than that of low-convenience products. 1.4.2 Sales Promotion and
Consumer Response/ Preference Consumer promotions are now more pervasive
than ever. Witness 215 billion manufacturer coupons distributed in 1986, up 500%
in the last decade (Manufacturers Coupon Control Center 1988), and manufacturer
expenditures on trade incentives to feature or display brands totalling more than
$20 billion in the same year, up 800% in the last decade (Alsop 1986; Kessler 1986).
So far, not much work has been done to identify the purchasing strategies that
consumers adopt in response to particular promotions, or to study how pervasive
these strategies are in a population of interest. Blattberg, Peacock and Sen (1976)
define a purchase strategy as a general buying pattern which "incorporates several
dimensions of buying behaviour such as brand loyalty, private brand proneness
and deal proneness." A greater understanding of the different types of consumer
responses to promotions can help managers to develop effective promotional
programs as well as provide new insights for consumer behaviour theorists who
seek to understand the influence of different types of environmental cues on
consumer behaviour. 17
18. 18. Blattberg, Eppen, and Liebermann (1981), Gupta (1988), Neslin, Henderson, and
Quelch (1985), Shoemaker (1979), Ward and Davis (1978), and Wilson, Newman,and
Hastak (1979) find evidence that promotions are associated with purchase
acceleration in terms of an increase in quantity purchased and, to a lesser extent,
decreased inter purchase timing. Researchers studying the brand choice decision-
for example, Guadagni and Little (1983) and Gupta (1988)-have found promotions
to be associated with brand switching. Montgomery (1971), Schneider and Currim
(1990), and Webster (1965) found that promotion-prone households were
associated with lower levels of brand loyalty. According to Rust, Ambler, Carpenter,
Kumar, & Srivastava (2004), it is important to measure marketing asset of a firm
which they define as customer focused measures of the value of the firm (and its
offerings) that may enhance the firm‘s long-term value. To measure this, they focus
on two approaches: brand equity and customer equity. Measuring brand equity
deals with the measurement of intangible marketing concepts, such as product
image reputation and brand loyalty. Rajagopal (2008) supports the view of
measuring the marketing asset of a firm and highlights that the major advantage of
a brand measurement system is that it links brand management and business
performance of the firm and is a strategic management tool for continuous
improvement rather than a static snapshot in time of the brand‘s performance.
Davis (2002) adds that brands should be managed as assets using a top down
approach where senior executives embrace the concept that marketing should
have a leading seat at the strategy table and use the brands to drive key strategic
decisions. Also if senior executives are vocal and show 18

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19. 19. commitment to the brands, then employees within an organization will start
taking ownership of the brand. 1.4.3 Sales Promotion Types and Preferences At
this point, it is useful to define what mean by the terms "expected price" and "price
promotion." Following Thaler (1985), it is viewed that the price consumers‘ use as a
reference in making purchase decisions as the price they expect to pay prior to a
purchase occasion. Further, the expected price may also be called the "internal
reference price" (Klein and Oglethorpe 1987) as opposed to an external reference
price such as the manufacturers' suggested list price. Finally, a brand is on price
promotion when it is offered with a temporary price cut that is featured in
newspaper advertising and/ or brought to consumers' attention with a store
display sign. The price expectations hypothesis has been used to provide an
alternative explanation for the observed adverse long-term effect of price
promotions on brand choice (Kalwani et al. 1990). Previous research has shown
that repeat purchase probabilities of a brand after a promotional purchase are
lower than the corresponding values after a non promotional purchase (Dodson,
Tybout, and Sternthal 1978; Guadagni and Little 1983; Shoemaker and Shoaf 1977).
Dodson, Tybout, and Sternthal evoke selfperception theory to predict that if a
purchase is induced by an external cause (such as a price promotion) as opposed
to an internal cause (e.g., the brand will be reduced when the external cause is
removed. Promotional purchases". The behaviour of households that have low
probabilities of buying a brand upon the retraction of a deal can be explained 19

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20. 20. readily in a price expectation framework. It has been suggested that the price
they expect to pay for the brand may be close to the deal price and they may
forego purchasing the focal brand when it is not promoted because its retail price
far exceeds what they expect to pay for it. It has been investigated that the impact
of price promotions on consumers' price expectations and brand choice in an
interactive computer-controlled experiment. Manohar U. Kalwani and Chi Kin Yim
discussed that expected prices were elicited directly from respondents in the
experiment and used in the empirical investigations of the impact of price
promotions on consumers' price expectations. Further, rather than studying the
impact of just a single price pro- motion and its retraction, they assessed the
significance of the dynamic or long-term effects of a sequence of price promotions.
They have concluded that both the price promotion frequency and the size of price
discounts have a significant adverse impact on a brand's expected price. Consistent
with the findings of Raman and Bass (1988) and Gurumurthy and Little (1989), they
also found evidence in support of a region of relative price insensitivityaround the
expected price such that changes in price within that region produce no
pronounced change in consumers' perceptions. Price changes outside that region,
however, are found to have a significant effect on consumer response. Further,
they discussed that promotion expectations are just as important as price
expectations in understanding consumer purchase behaviour. In particular,
consumers who have been exposed to frequent price promotions in support of a
given brand may come to form promotion expectations and typically will purchase
the brand only when it is price promoted. Added to it, in the case of price
expectations, consumer response to promotion expectations was asymmetric in
that losses loom larger than gains. 20

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21. 21. Applying Helson's (1964) adaptation-level theory to price perceptions, Sawyer
and Dickson (1984) suggest that price promotions may work in the short run
because consumers may use the brand's regular price as a reference and then are
induced by the lower deal price to purchase the brand. However, frequent
temporary price promotions may also lower the brand's expected price and lead
consumers to defer purchases of the brand when it is offered at the regular price.
Tversky and Kahneman (1974) have shown that people rely on a limited number of
heuristic principles that reduce complex tasks of assessing probabilities and
predicting values to simpler judgmental operations. In some cases, people may
anchor and adjust their forecasts by starting with a preconceived point and weigh
that point heavily in arriving at a judgment. When the frequency of past price
promotions is "very low," consumers identify a price promotion offer as an
exceptional event and may not modify the brand's expected price. The brand's
expected price then will be anchored around the regular price because of
insufficient adjustment. In other cases, people may arrive at a judgment on the
basis of how similar or representative the event is to a class of events. Therefore,
when a brand is price promoted "too often," consumers come to expect a deal with
each purchase and hence expect to pay only the discounted price on the basis of
its representativeness. Davis, Inman, and McAlister (1992) also examine the
difference between pre and post promotion brand evaluations at the individual
level but find no evidence that price promotions affect evaluations for frequently
purchased branded packaged goods. Across three promoting brands in each of
four different product categories, evaluators of promoted brands in the post
promotional period are not found to be lower than in the pre 21
22. 22. promotional period, The studies by Scott and colleagues indicate that
promotions have a damaging effect on post trial evaluations, whereas Davis,
Inman, and McAlister's study suggests that the impact of promotions on brand
evaluations in these packaged goods categories is, on average, nonexistent. 1.4.4
The Valence of a Promotion The price-quality literature has found that a relatively
lower price generally is interpreted as an indicator of inferior quality and that this
effect is magnified when only price information is available to make a judgment
(e.g., Etgar and Malhotra 1981; Monroe and Petroshius 1981; Olson 1977; Rao and
Monroe 1988). Although the economic aspect of price leads to reduced demand at
higher prices, the quality inference leads to enhanced demand at higher prices or
requires a trade-off between price and inferred quality (Hagerty 1978; Levin and
Johnson 1984). The extent to which consumers use price as an indicator of quality
depends on the availability of alternative diagnostic information (Szybillo and
Jacoby 1974). Rao and Monroe (19B8) find evidence that, with increased product
familiarity, people increasingly used intrinsic (versus extrinsic) product quality cues
to make quality judgments. The greater the amount of other information available,
the smaller will be the effect of price on perceived quality (Rao and Monroe 1988).
Because price promotions reduce price and because lower prices are associated
with lower quality, we predict that when 22

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23. 23. other information diagnostic of quality is not available, offering price
promotions will lead to inferences of lower quality. Similarly, Lichtenstein and
Bearden (1986) examine product, circumstance, and person attributions for a
promotion. They find that product attributions were valenced negatively, for
example, "because the car is inferior" and "because the car has poor styling."
Therefore, if consumers undertake attributional thinking when exposed to a price
promotion and if these attributions are to the brand, the attributions are more
likely to lead to unfavourable brand evaluations. 1.4.5 When Promotion is
Informative The preceding leads to the question: What is the likelihood that a given
promotion will be attributed to brand related factors rather than external,
situational factors? Attribution theorists, starting with Heider (1958), have found
that observers attribute another person's behaviour to intrinsic or dispositional
qualities rather than to situational factors, even when the behaviour easily could be
explainable by the latter. This phenomenon, called the "fundamental attribution
error" (or "correspondent inference theory"; Jones and Davis 1965), predicts that
consumers attribute promotional behaviour to the disposition of the brand rather
than industry characteristics. Thus, because consumers are more likely to attribute
promotions to brand-related (versus industry-related) factors and because these
factors are typically negative, offering a promotion should affect brand evaluations
unfavourably. To illustrate, if a brand that has been promoted frequently in the
past is promoted currently, the current promotion conveys little that is new about
the brand to consumers, and they are not likely to give the current behaviour 23

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24. 24. much thought. Conversely, if a brand that has never been promoted in the past
is promoted, this is informative and more likely to lead to a re evaluation of the
brand. This construct, formally termed "consistency" in the attribution literature,
has been shown to affect the extent to which people make personality inferences
about another person given his or her actions (Einhorn and Hogarth 1986; Hastie
1984; Hilton and Slugoski 1986; Jones and Davis 1965; Kelly 1967, 1972). Consistent
with this logic, in the context of reference prices, Lichtenstein and Bearden (1989)
find that consumers' price perceptions were dependent on the consistency of
merchants' price claim policies. Consumers should find promotional behaviour
more informative of a brand's quality when it is inconsistent with past behaviour
than when it is consistent. The valence (the intrinsic positive or negative
characteristic) of a behaviour has been well researched in social psychology and
shown to affect the salience (Fiske 1980) and the processing of information (Fiske
1980; Skowronski and Carlston 1989), Taylor (1991) summarizes the differential
effects of positive and negative information, arguing that they have asymmetric
effects. These effects include, for example, that negative experiences are
elaborated upon more than positive experiences, that people search more for
negative (versus positive) information when making judgments, and that they
weight this information more heavily because they find it more diagnostic than
positive information (e.g., Fiske 1980; Hamilton and Zanna 1972. 1974; Herr,
Kardes, and Kim 1991; Kanouse and Hanson 1972). 1.4.6 Promotion Thresholds A
promotion threshold is the minimum value of price discount required to change
consumers' intentions to buy. The concept of a threshold 24
25. 25. can be related to the psychological process of discrimination in which a
consumer would not react to stimuli unless the perceived changes were above a
just noticeable difference (Luce and Edwards 1958). The concept of a threshold is
widely recognized and acknowledged by both researchers and practitioners. In the
context of advertising effectiveness, Eastlack and Rao (1986) showed that a
minimum level of advertising is needed before advertising has any significant
impact on sales. The use of the well-known S-shaped response function also
testifies to the acceptability of the threshold concept. On the basis of assimilation-
contrast theory, Gurumurthy and Little (1989) argue for the existence of a price
threshold. They suggest that consumers have latitude of acceptance around their
reference price. Therefore, small price differences within this range or latitude are
less likely to be noticed than prices above or below this range. Kalwani and Yim
(1992) found evidence in support of a region of relative price insensitivity around
the reference price, such that only price changes outside this region had a
significant impact on consumer brand choice. Many managers also believe that
price reductions of about 15 percent are needed to attract consumers to a sale
(Della Bitta and Monroe 1980). Therefore, Sunil Gupta and Lee G. Cooper (1992)
proposed that promotion thresholds exist such that consumers do not change
their intention to buy the product unless the price reduction is greater than some
threshold value. 25

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26. 26. CHAPTER II 2.1 SCOPE OF STUDY • The study covers to identify the effectiveness
of sales promotional tools which carried by big bazaar, perambur. • Increase the
sales level by increasing tempo level. • The fulfillment of the customers’ preference
& expectations. • To find out the purchasing tendency of the customers 26
27. 27. 2.2 NEED FOR THE STUDY • Presently all companies are giving very attractive
schemes to their customers and this study is aimed at, what is in the mind of
customers with reference to the sale/purchase, their expectations ,in order to
increase the sales of big bazaar, perambur. • Since there are very few companies in
the market, the competition among the companies has hottened up. All players in
this market are trying to prove them selves as a leader. But only companies, which
give the superiority quality products with high competitive pricing and attractive
promotional schemer, only can able to be the market leader. 27
28. 28. 2.3 OBJECTIVE OF THE STUDY PRIMARY OBJECTIVE • To find out the sales
promotional activities carried by big bazaar. SECONDARY OBJECTIVES o To find out
the tools and techniques of sales promotion that used in big bazaar. o To know the
level of satisfaction towards the sales promotional activities carried by big bazaar
28
29. 29. o To identify the factors influencing to buy the product in big bazaar. o To give
the suggestion for improve the sales promotion in competitive market. 2.4
LIMITATION OF THE STUDY • Since the survey has been conducted to the
customers of the big bazaar, perambur only. • The period of the study is only
60days. • It’s very difficult to cover the entire market. • Most of the customers show
hesitations to respond. • Only 110 customers are taken as sample for the study. 29
30. 30. 2.5 Research Methodology 2.5.1 OVERVIEW OF RESEARCH METHODOLOGY
Research type Descriptive research Population size Customers Of Big Bazaar,
Perambur Sampling techniques Convenience sampling Sampling area Perambur
Sampling size 110 Data collection instrument Questionnaire 30
31. 31. Data collection Primary Questionnaire Secondary Journals, websites, books
Statistical tool Chi square, Simple percentage, Weighted average, Simple
Correlation 2.5.2 Descriptive Research Descriptive Research is the process of
finding solutions for a problem after a tough study and analysis of situational
factors. It tries to solve a complex and complicated problems through uses of
various tools and techniques. These tools and techniques try to bring out a logical
accurate and scientific solution for a given problem. 2.5.3 Research Design
Research Design is the arrangement of conditions for collections and analysis of
data in a manner that aims to combine relevance to the research purpose
economy in procedure in fact the research design is the conceptual structure
within which research is conducted. It constitutes the blue print for the collection
and analysis of data. The research design adapted in the study was descriptive
study. 2.5.4 Sampling Technique 31

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32. 32. The sampling technique which was used is convenience sampling. SOURCES OF
DATA The two main sources of data for the present study been used are primary
and secondary data. PRIMARY DATA This data was collected from the respondents.
SECONDARY DATA Under this the sources were taken from books, company
brochures and internet for this study. SAMPLING DESIGN A sampling design is a
define plan for obtaining a sample from a given population. It refers to the
technique or the procedure, the research would adopt in selecting items for the
sample. Sample is the process of selecting a sufficient number of elements from
the population, so that a study of the sample and an understanding of its
properties or characteristics would make it possible for us to generalize such
properties or characteristics to the population elements. SAMPLE POPULATION My
sample population is the customers of the big bazaar, perambur. 32
33. 33. SAMPLE SIZE Considering the nature and extent of the study and with the time
constraint a sample size of “110”respondents have been taken. CHAPTER III
METHODOLOGY AND FRAMEWORK Statistical tools used for data analysis The
following tools were used for data analysis and interpretation. i. Percentage
method ii. Chi- square analysis iii. Simple Correlation iv. Weighted average method
Percentage method Percentage refers to a special kind of ration. Percentage is
used in making comparisons between two or more series of data. Percentage is
used to 33
34. 34. describe relationships. Percentage can also used to compare the relative terms
the distribution of two or more series of data. Chi- square test The objective of the
Chi- square analysis is to determine whether real on significant differences exist
among various groups. It helps to find out whether two (or) more attributes are
associated (or) not whether the attributes are dependent (or) independent. Chi –
square test involves a comparison of expected frequency (Ei) with the observed
frequency (Oi). Simple correlation When two variables are studied it is a simple
correlation. DATA ANALYSIS AND INTERPRETATION Table-3.1.1 Classification of
respondents based on age S.No Particulars No of respondents % of respondents 1
18-21 18 17 2 22-25 22 20 3 26-30 30 27 4 31-45 19 17 5 Above 35 21 19 6 Total 110
100 34
35. 35. Source: Primary Data Inference: Majority (27%) of the respondents are in age of
26-30, 20 % of the respondents are in the age of 22-25, 19% of the respondents are
in the age of above 35, 17% of the respondents are in the age of 21-25 &18-21.
Chart-3.1.1 Classification of respondents based on age 35
36. 36. TABLE- 3.1.2 Classification of respondents based on gender 36
37. 37. s. no Particulars No. of. Respondents % of respondents 1 Male 48 44 2 Female
62 56 3 Total 110 100 Source: Primary Data Inference: From the survey, 44% of the
respondents are male and 56% of the respondents are female. CHART- 3.1.2
Classification of respondents based on gender 37
38. 38. TABLE- 3.1.3 Classification of respondents based on marital status s. no
Particulars No. of. 38 % of respondents

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39. 39. Respondents 1 Married 72 65 2 Unmarried 38 35 3 Total 110 100 Source:
Primary Data Inference: From the survey 65% of the respondents are married and
35% of the respondents are female. CHART- 3.1.3 Classification of respondents
based on marital status 39
40. 40. TABLE-3.1.4 Qualification of the respondent 40
41. 41. S.NO Qualification No. of Respondent Percentage 1. 10th 5 5 2. 12th 18 16 3.
Degree 72 65 4. Others 15 14 Total 110 100 Source: Primary Data Inference 65% of
the respondents are degree holders, 16% of the respondents are 12 th, 14% are
the other qualification, 5% are 10 th. CHART-3.1.4 Qualification of the respondent
41
42. 42. Percentage 70 60 50 40 Percentage 30 20 10 0 10th 12th Degree Others TABLE-
3.1.5 Monthly Income of the respondent 42
43. 43. S.NO Customers income No. of Respondent Percentage 1. Below 5000 06 5 2.
5001-10000 22 20 3. 10001-20000 48 44 4. Above 20000 34 31 Total 110 100
Source: Primary Data Inference: 44% of the respondents are earning 10001-
20000,31% are above 20000,20% of them are 5001-10000,5% are below 5000.
CHART-3.1.5 Monthly Income of the respondent 43
44. 44. Percentage 50 45 40 35 30 25 20 15 10 5 0 Percentage Below 5000 5001-10000
10001-20000 Above 20000 TABLE-3.1.6 Factors normally consider while purchasing
a product in big bazaar 44
45. 45. s.no particulars No of Respondents % of Respondents 1 Fragrance 20 18 2
Quality 52 47 3 Company image 13 12 4 Price 20 18 5 Other 5 5 6 total 110 100
Source: Primary Data Inference: From the survey it is evident that 47% of the
respondents are consider Quality, 18% of respondents Fragrance and quality, 12%
are in company image, 05% of respondents are for others . CHART-3.1.6 Factors
normally consider while purchasing a product in big bazaar 45
46. 46. TABLE-3.1.7 Sales promotional activity attracts you more 46
47. 47. s.no particulars No of Respondents % of Respondents 1 Offer 46 42 2 Discounts
40 36 3 Gift 11 10 4 Price 10 9 5 Other 03 3 6 total 110 100 Source: Primary Data
Inference: From the survey it is evident that 42% are attracts by offer, 36% are
attracts by Discounts, 10% are attracts by Gift, 9% are attracts by price and 03% are
attracts by other promotional activities in Big Bazaar. CHART-3.1.7 Sales
promotional activity attracts you more 47
48. 48. TABLE-3.1.8 Thought about the price of the products 48
49. 49. S. no Particulars No. of respondents % of respondents 1 Highly satisfied 27 25 2
Satisfied 41 37 3 Neutral 31 28 4 Dissatisfied 9 08 5 Highly dissatisfied 2 02 6 total
110 100 Source: Primary Data Inference: From the survey it is evident that 37% of
the respondents are satisfied, 28% of respondents Neutral, 25% are highly
satisfied, 08% of respondents are dissatisfied and 02% is highly dissatisfied
regarding the price of the products in Big Bazaar. CHART-3.1.8 Thought about the
price of the products 49
50. 50. TABLE-3.1.9 50

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51. 51. Sales promotional activities the customer satisfied more in big bazaar s.no
particulars No of Respondents % of Respondents 1 Payback Offer 16 15 2 Monthly
savings 29 26 3 Gift voucher 11 10 4 Big day offer 38 34 5 Other 16 15 6 total 110
100 Source: Primary Data Inference: From the survey it is evident that 34% of the
respondents are satisfied in Big Day offer, 26% of respondents are satisfied in
Monthly saving offer, 15% are satisfied with Payback Offer, 15% of respondents’ are
satisfied with Other promotional scheme and 10% is satisfied with Gift voucher.
CHART-3.1.9 51
52. 52. Sales promotional activities the customer satisfied more in big bazaar TABLE-
3.1.10 52
53. 53. Departments that customer prefer to buy more products in big bazaar s.no
particulars No of Respondents % of Respondents 1 Food 42 38 2 Home appliances
14 13 3 Toys and sports 21 19 4 Non food 26 24 5 Other 07 6 6 Total 110 100
Source: Primary Data Inference: From the survey it is evident that 38% of the
respondents are prefers Food department, 24% of the respondents are prefers
Non food department 19% of respondents are prefer Toys and sports, 13% of the
respondents are prefers Home appliances, 6% of respondents are prefers other
that above shown. CHART-3.1.10 53
54. 54. Departments that customer prefer to buy more products in big bazaar TABLE-
3.1.11 54
55. 55. The approach of sales representative in Big bazaar S. no Particulars No. of
respondents % of respondents 1 Excellent 53 48 2 Good 36 33 3 Average 12 11 4
Poor 09 8 0 0 250 100 5 Very poor 6 Total Source: Primary Data Inference: From
the survey it is evident that 48% of the respondents are Excellent, 33% of
respondents good, 11% are average, and 08% of respondents are poor regarding
the approach of sales representative in big bazaar CHART-3.1.11 55
56. 56. The approach of sales representative in Big bazaar TABLE-3.1.12 56
57. 57. Satisfaction levels with the sales promotional activities carried out by the
company S. no Particulars No. of respondents % of respondents 1 Excellent 29 26 2
Good 22 20 3 Average 42 38 4 Poor 10 09 5 Very Poor 07 06 6 Total 110 100
Source: Primary Data Inference: From the survey it is evident that 38% of the
respondents are Neutral, 26% of respondents highly satisfied, 20% are satisfied, 9%
of respondents are dissatisfied and 6% is highly dissatisfied regarding satisfaction
levels with the sales promotional activities carried by the company. CHART-3.1.12
57
58. 58. Satisfaction levels with the sales promotional activities carried by the company
% of respondents 40 35 30 25 20 % of respondents 15 10 5 0 Excellent Good
Average Poor Very Poor TABLE-3.1.13 58

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59. 59. Customer opinions about the advertisement S. no Particulars No. of
respondents % of respondents 1 Highly satisfied 05 05 2 Satisfied 17 15 3 Neutral
56 51 4 Dissatisfied 20 18 5 Highly dissatisfied 12 11 6 Total 110 100 Source:
Primary Data Inference: From the survey it is evident that 51% of the respondents
are Neutral, 18% of respondents dissatisfied, 15% are satisfied, 11% of respondents
are highly dissatisfied and 5% is highly satisfied regarding customer opinions about
the advertisement. CHART-3.1.13 59
60. 60. Customer opinions about the advertisement 60
61. 61. TABLE-3.1.14 Customer consideration about promotional schemes while
purchasing a product s.no particulars No of Respondents % of Respondents 1 Yes
66 60 2 No 44 40 3 Total 110 100 Source: Primary Data Inference: From the survey
it is evident that 60% of customers consider promotional schemes and remaining
40% are not considering it. 61
62. 62. CHART-3.1.14 Customer consideration about promotional schemes while
purchasing a product 62
63. 63. TABLE-3.1.15 Opinions about big bazaar in customer point of view in availability
of products S. no Particulars No. of respondents % of respondents 1 Excellent 33 30
2 Good 41 37 3 Average 32 29 4 Poor 03 03 5 Very poor 01 01 6 Total 110 100
Source: Primary Data Inference: From the survey it is evident that 37% of the
respondents are good, 30% of respondents Excellent, 29% are average, 03% of
respondents are poor and1% of respondents are very poor regarding opinions
about availability of product in big bazaar. 63
64. 64. CHART-3.1.15 Opinions about big bazaar in customer point of view in availability
of products 64
65. 65. TABLE-3.1.16 Medium do you feel is suitable to promote the various
promotional schemes S. no Particulars No. of respondents % of respondents 1
Radio 03 03 2 TV 27 25 3 News paper 53 48 4 Posters and banners 17 15 5 Others
10 09 6 total 110 100 Source: Primary Data Inference: From the survey it is evident
that 48% of the respondents are feeling News paper is suitable to promote the
various promotional schemes, 25% of respondents are by TV, 15% are by posters
and banners, 09% of respondents are by other than the above shown and 3% are
by radio. 65
66. 66. CHART-3.1.16 Medium do you feel is suitable to promote the various
promotional schemes 66
67. 67. TABLE-3.1.17 Thought about the sales service of big bazaar S. no Particulars No.
of respondents % of respondents 1 Excellent 40 36 2 Good 34 31 3 Average 27 25 4
Poor 08 07 5 Very poor 01 01 6 Total 110 100 Source: Primary Data Inference: From
the survey it is evident that 36% of the respondents are Excellent, 31% of
respondents Good, 25% are average, 07% of respondents are poor and1% of
respondents are very poor for thought about the sales service of big bazaar. 67
68. 68. CHART-3.1.17 Thought about the sales service of big bazaar 68

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69. 69. TABLE-3.1.18 Promotional activities needs better improvement in big bazaar S.
no Particulars No. of respondents % of respondents 1 Offer 24 22 2 Discount 26 24
3 Gift 27 25 4 Price 22 20 5 other 11 10 6 Total 110 100 Source: Primary Data
Inference: From the survey it is evident that 25% of the respondents are says need
to improvement in Gifts, 24% of respondents says in Discount, 22% are says in
offer, 20% of respondents are in Price and 10% are says in other than the above
shown. 69
70. 70. CHART-3.1.18 Promotional activities needs better improvement in big bazaar 70
71. 71. TABLE-3.1.19 Customers thought about the big day offers S. no Particulars No.
of respondents % of respondents 1 Excellent 54 49 2 Good 36 33 3 Average 20 18 4
Poor 0 0 5 Very poor 0 0 6 Total 110 100 Source: Primary Data Inference: From the
survey it is evident that 49% of the respondents are Excellent, 33% of respondents
Good, 18% are average, 0% of respondents are poor and0% of respondents are
very poor for thought about the big day offer in big bazaar. 71
72. 72. CHART-3.1.19 Customers thought about the big day offers 72
73. 73. TABLE-3.1.20 Customer choosing big bazaar Perambur S. no Particulars No. of
respondents % of respondents 1 Near by home town 26 24 2 Customer service 34
31 3 Good will 29 26 4 Lowest Price 8 7 5 other 13 12 6 Total 110 100 Source:
Primary Data Inference: From the survey it is evident that 31 % of the respondents
are choosing big bazaar for Customer service, 26% of respondents are choosing for
Good will of the company, 24% are for their convenient , 12% of respondents are
for other than the above shown options and 07% are choosing Big bazaar for the
lowest price. 73
74. 74. CHART-3.1.20 Customer choosing big bazaar Perambur 74
75. 75. TABLE-3.1.21 Signage or display convey about the product s.no particulars No
of Respondents % of Respondents 1 Yes 71 65 2 No 39 35 3 Total 110 100 Source:
Primary Data Inference: From the survey it is evident that 65% of customers can
understand by signage or display and remaining 35% are not considering it. 75
76. 76. CHART-3.1.21 Signage or display convey about the product 76
77. 77. TABLE-3.1.22 Thought about exchange mela S. no Particulars No. of
respondents % of respondents 1 Excellent 19 17 2 Good 36 33 3 Average 34 31 4
Poor 20 18 5 Very poor 01 1 6 Total 110 100 Source: Primary Data Inference: From
the survey it is evident that 33% of the respondents are good, 31% of respondents
Average, 18% are says Poor, 17% of respondents Excellent, 01 are Very Poor are
regarding thought about exchange mela. 77
78. 78. CHART-3.1.22 Thought about exchange mela % of respondents 35 30 25 20 % of
respondents 15 10 5 0 Excellent Good Average Poor 78 Very poor
79. 79. TABLE-3.1.23 Thought about T24 free recharge S. no Particulars No. of
respondents % of respondents 1 Excellent 09 08 2 Good 42 38 3 Average 36 33 4
Poor 15 14 5 Very poor 08 07 6 Total 110 100 Source: Primary Data Inference: From
the survey it is evident that 38% of the respondents are good, 33% of respondents
Average, 14% are said Poor, 08% of respondents Excellent, 07 are Very Poor are
regarding thought about T24 free recharge. 79

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80. 80. CHART-3.1.23 Thought about T24 free recharge % of respondents 40 35 30 25
20 % of respondents 15 10 5 0 Excellent Good Average Poor 80 Very poor
81. 81. TABLE-3.1.24 Average billing ranges in Big Bazaar S. no Particulars No. of
respondents % of respondents 1 Below 500 28 25 2 500-1000 43 39 3 1001-3000 20
18 4 3001-5000 14 13 5 Above 5000 05 05 6 Total 110 100 Source: Primary Data
Inference: From the survey it is evident that 39% of the respondents are do the
billing range of 500-1000, 25% of respondents are in the range of Below 500 , 18%
81
82. 82. are in 1001-3000, 13% of respondents in 3001-5000, 05% are do above 5000.
CHART-3.1.24 Average billing ranges in Big Bazaar 82
83. 83. 3.2. Chi-Square Analysis 3.2.1 Analysis between Gender and Department which
prefer to buy the products Hypothesis H0 : There is no significant relationship
between Gender and Department which prefer to buy the products. H1: There is
significant relationship between Gender and Department which prefer to buy the
products. Table 3.2.1 Analysis between Gender and Department which prefer to
buy the products Gender Department prefer to buy 83
84. 84. Home Food appliances Toys and sports Non Food Other Total Male 16 05 08 16
3 48 Female 26 9 13 10 04 62 Total 42 14 21 26 07 110 Expected frequency
Department prefer to buy Gender Home Food appliances Toys and sports Non
Food Other Total Male 18.33 6.11 9.16 11.35 3.05 48 Female 23.67 7.89 11.84 14.65
3.95 62 (Oi – Ei) 2 (Oi – Ei) 2/Ei Oi Ei 16 18.33 5.43 0.29 05 6.11 1.23 0.20 08 9.16 1.35
0.15 16 11.35 21.62 1.90 03 3.05 0.25 0.082 26 23.67 5.43 1.48 84
85. 85. 09 7.89 1.11 0.14 13 11.84 1.16 0.09 10 14.65 21.62 1.48 04 3.95 0.25 0.06 Total
5.872 85
86. 86. X2 = ∑ (Oi – Ei) 2 Ei = 5.872 Degrees of Freedom = (r-1) (c-1) = (2– 1) (5 – 1) = 04
The table value of X2 at 5% level of significance and 04 degrees of freedom, X2 0.05
= 9.49 Inference: Calculated value is less than table value. Therefore, H0 is
accepted. Hence, there is no significant relationship between Gender and
Department which prefer to buy the products. 86
87. 87. 3.3 SIMPLE CORRELATION Correlation between the sales promotional activities
carried by Big bazaar and sales service. EXCELLENT GOOD AVERAGE POOR VERY
POOR X 29 22 42 10 7 Y 40 34 27 8 1 Calculation of simple correlation X Y X2 Y2 XY
29 40 841 1600 1160 22 34 484 1156 748 42 27 1764 729 1134 10 8 100 64 80 7 1
49 1 7 ΣX=110 ΣY=110 ΣX2=3238 ΣY2=3550 ΣXY=3122 87
88. 88. FORMULA FOR CORRELATION = ΣXY √ ΣX2 ΣY2 = 3122 √ 3238*3550 = 0.9209
The value more than 0.5 is said to be highly correlated and the value for this
correlation is 0.9. So it is highly correlated. 88
89. 89. 3.4 WEIGHTED AVERAGE METHOD S.No PARAMETERS EXCELLENT GOOD
AVERAGE POOR VERY POOR 1 PAY BACK 2 7 6 0 1 2 MONTHLY SAVING OFFER 3 11
13 1 1 3 GIFT VOUCHER 1 0 9 1 0 4 BIG DAY OFFERS 21 2 13 2 0 5 OTHER 2 2 1 6 5
WEIGHT GIVEN AS: EXCELLENT = 5 GOOD = 4 AVERAGE = 3 POOR = 2 VERY POOR =
1 89

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90. 90. EXCELLENT GOOD AVERAGE POOR VERY POOR 10 28 18 0 2 PAY BACK
MONTHLY SAVING OFFER 5 44 39 3 GIFT VOUCHER 5 0 4 BIG DAY OFFERS 105 5
OTHER 10 S.No 1 PARAMETERS WEIGHTED FACTOR WEIGHTED AVERAGE RANK 1
57 0.51 3 2 1 91 0.82 2 27 2 0 34 0.3 5 8 39 4 0 156 1.42 1 8 3 12 5 38 0.34 4
Inference: BIG DAY OFFERS MONTHLY SAVING - Rank 1 OFFER PAY BACK OTHER
GIFT VOUCHER - Rank 2 Rank 3 Rank 4 Rank 5 CHAPTER IV 4.1 FINDINGS 90
91. 91. • Majority (27%) of the respondents are in age of 26-30. • From the survey, 44%
of the respondents are male and 56% of the respondents are female. • From the
survey 65% of the respondents are married and 35% of the respondents are
unmarried. • From the survey it is evident that 42% are attracts by offer. • From the
survey it is evident that 51% of the respondents are Neutral about the
advertisement. • From the survey it is evident that 48% of the respondents are
feeling News paper is suitable to promote the various promotional schemes. •
From the survey it is evident that 25% of the respondents are says need to
improvement in Gifts providing to customer to promote. • From the survey it is
evident that 49% of the respondents are Excellent thought about the big day offers.
• 65% of customers can understand by signage or display and remaining 35% are
not considering it. • From the survey it is evident that 33% of the respondents are
says good regarding exchange mela. • Many (33%) of respondents are says average
regarding T24 free recharge. • Only 02% is highly dissatisfied regarding the price of
the products in Big Bazaar. • From the survey it is evident that 34% of the
respondents are satisfied in Big Day offer. 91
92. 92. • 26% of respondents highly satisfied with the sales promotional activities
carried by the company • Only 1% of respondents are very poor regarding opinions
about availability of product in big bazaar. • 31% of respondents are says Good
about the sales service of big bazaar. • 47% of the respondents are considering
Quality while purchasing a product in big bazaar. • 38% of the respondents are
prefers Food department to purchase in Big bazaar. • From the survey it is evident
that 48% of the respondents are says Excellent regarding the approach of sales
representative in Big bazaar. • 60% of customers consider promotional schemes
and remaining 40% are not considering it. • 24% of the customers are choosing big
bazaar for their convenient. • From the survey it is evident that 39% of the
respondents are do the billings range of 500-1000. • From the calculation I found
that there is no significant relationship between Gender and Department which
prefer to buy the products. • From the analysis I found that for big day, more
weight was given, then for monthly saving offer, after that for pay back and others.
92

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93. 93. 4.2 SUGGESTIONS 1. The company should focus on t24 free recharge (Big
bazaar telecom service), because this scheme was not reach for many customers.
Many of the customers are said need better improvement, so that the employee
from t24 department should clearly explain about that. 2. The pay back is also one
of the promotional scheme which need better improvement, so the company can
appoint any employee to convey the details about the payback offer. 3. The
ambiance in the company is average for the customers because of the unwanted
background music and irritating sound from the external and the smell from the
bakery are also be rectify in future. 4. The advertisement about the company is also
in neutral for most of the customers so have to give it better way of advertisement
like frequent telecast about the products and offers of the company. 93
94. 94. 5. Do the better way of the exchange mela for the customers like instead of
giving the discount coupons, give any products which worth for the old one. 4.3
CONCLUSION In my 60 days study on the sales promotional activities and its
effectiveness at big bazaar, I have concluded the following. Most of the customers
buying decisions are depend on the quality and lowest price of the products. Most
of the customers walk-in to buy the products from food department of big bazaar.
Only monthly savings and big day (SS5D) offer are very good schemes to promote
the sales. It was found that the company has very good image in customer’s mind.
94
95. 95. 4.4 QUESTIONNAIRES 1. Name : • Age : 18 – 21( ) 22 – 25( ) 26 – 30( ) Above 30( )
o Gender : M ( ) F ( ) o Qualification : 10th ( ) 12th ( ) Degree ( ) Others( ) o Marital
status : MARRIED ( ) UNMARRIED ( ) o Occupation : o Monthly Income: below 5000( )
5000 – 10000( ) 10000 – 20000( ) Above 20000 ( ) 2. Which factors do you normally
consider while purchasing a product in big bazaar? • Ambience • Quality • Company
image • Price • Others 3.Which sales promotional activity attracts you more? • Offer
• Discount on every article • Gift on purchase • Prices off 95
96. 96. • Others 4. What do you think about the price of the products? • Highly satisfied
• Satisfied • Moderate • Dissatisfied • Highly dissatisfied 5. In which sales
promotional activities are you satisfied more in big bazaar? • Payback offer •
Monthly saving offer • Gift voucher • Big day offer(SS5D) • Others if any 6. In which
department you prefer to buy more products in big bazaar Perambur? • Food •
Home appliances • Toys and sports • Non food (soap, men, grooming) • Others 96
97. 97. 7. What do you think about the approach of sales representative? • • Excellent
Good • Average • Bad • Very bad Your opinion about 8. Opinion about the sales
promotional activities carried by the company? • Excellent • Good • Average • Poor
• Very poor 9. What is your opinion about the advertisement? • • Highly satisfied
Satisfied • Average • Dissatisfied • Highly Dissatisfied 10. Do you consider
promotional schemes while purchasing a product in big bazaar? • Yes 97
98. 98. • No 11. What is your opinion about big bazaar on available of product? •
Excellent • Good • Average • Poor • Very poor 12. Which medium do you feel is
suitable to promote the various promotional schemes? • Radio • TV • Newspaper •
Hoarding • Others 13. What do you think about the sales service of big bazaar? •
Excellent • Good • Average • Bad • Very bad 98

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 99. 99. 14. Which promotional activities needs better improvement in big bazaar? •
Offer • Discount • Gift • Price • Others 15. What do you think about Big Day (SS5D)
offer? • Excellent • Good • Average • Poor • Very poor 16. Why you choosing Big
Bazaar? • Near by home town • Customer service • Company image • Low price •
Others 17. Do you understand about the products by signage (or) display? • Yes 99
100. 100. • No 18. What do you think about exchange mela? • Excellent • Good • Average
• Poor • Very poor 19. What do you think about T24 free recharge (Big bazaar’s
telecom service)? • Excellent • Good • Average • Poor • Very poor 20. May I know
your average billing range in big bazaar, Perambur? • Below 5000 • 501-1000 •
1000-3000 • 3001-5000 • Above 5000 100
101. 101. 21. Any suggestions to improve the sales promotional activities in big bazaar. -
--------------------------------THANK YOU----------------------------- 4.5 BIBLIOGRAPHY Books
Referred 101
102. 102. Research Methodology: C.R. KOTHARI Research Methodology: C.P.GUPTA
Marketing Management: PHILIP KOTLER Websites • www.futuregroup.in •
www.hrsite.com • www.marketingresearch.com 102

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