Description
Retailing in India is witnessing a huge revamping. India is rated the fifth most attractive emerging retail market, estimated to be US$ 200 billions, of which organized retailing (i.e. modern trade) makes up 3 percent or US$ 6.4 billions.
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Questionnaire
Dear Respondents,
I B S PATIL student of MBA IV semester ,BEC DOMS BAGALKOT
hae underta!en a pro"e#t t$t%ed &Effe#t$eness of Promot$ona% offers' at B$( Ba)aar,
*e%(aum+ ,en#e I re-uest .our !$nd #o/operat$on *. spar$n( .our pre#$ous t$me $n
ans0er$n( the fo%%o0$n( -uest$ons and pro$d$n( $nformat$on+
1P%ease mar!?2
32 Are .ou a0are of promot$ona% offers at Big Bazaar4 1If 5o, p%ease (o to -uest$on 5o+ 62
7es ? 5o ?
82 If .es, 0hat 0as the mode of #ommun$#at$on4
TV ? 5e0s Paper ? ,oard$n(s ?
62 D$d .ou not$#e9 hear a*out the promot$ona% offers today4
7es ? 5o ?
:2 ,o0 fre-uent%. .ou $s$t B$( Ba)aar
O##as$ona%%. ? On#e $n a month ? On#e $n a 0ee! ?
Da$%. ? As and 0hen re-u$red ?
;2 The Promot$ona% offers at Big Bazaar are attra#t$e and $ndu#e me to ma!e a pur#hase4
Stron(%. A(ree ? A(ree ? 5e$ther A(ree9 5or D$s/a(ree ? D$s/a(ree ? Stron(%. D$s/a(ree ?
<2 =or 0h$#h ran(e of produ#ts9*rands .ou e>pe#t promot$ona% offers4 1P%ease Ran! from s#a%e 3*e$n( h$(h
to : *e$n( %o0est2
C%oth$n( ? Gro#er$es ? E%e#tron$# $tems ? =urn$ture ?
?2 ,ae .ou aa$%ed an. offers dur$n( .our re#ent $s$ts4 1If 5o, p%ease (o to -uest$on 5o+ @2
7es ? 5o ?
A2 Bhat d$d .ou opt for4
D$s#ount offer ? =ree offer ?
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
@2 Do .ou #ommun$#ate offers at Big Bazaar to .our fr$ends9re%at$es4
7es ? 5o ?
3C2 Bhere do .ou f$nd the fo%%o0$n( *etter 1p%ease mar!?2
At Big Bazaar At other Retail shops
Pr$#e
Dua%$t.
Produ#t ran(e
Promot$ona% Offers
Am*$en#e
332 Do offers ma!e .ou fee% %$!e $s$t$n( Big Bazaar a(a$n4
7es ? 5o ?
!A"# $%&
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
E'E(&)*E +&,,AR$
Reta$%$n( $n Ind$a $s 0$tness$n( a hu(e reamp$n(+ Ind$a $s rated the f$fth most attra#t$e
emer($n( reta$% mar!et, est$mated to *e ESF 8CC *$%%$ons, of 0h$#h or(an$)ed reta$%$n(
1$+e+ modern trade2 ma!es up 6 per#ent or ESF <+: *$%%$ons+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Reta$% $s one of *oom$n( se#tors $n Ind$a+ Reta$% #ontr$*utes around 3CG of Ind$aHs GDP
and AG of emp%o.ment+ Reo%ut$on has ta!en pa%a#e $n Ind$a 0$th $ntrodu#t$on of
spra0%$n( shopp$n( #enters, mu%t$p%e>/ ma%%s and hu(e #omp%e>es offer shopp$n(,
enterta$nment and food a%% under one roof+ Reta$% p%a.ers hae a%read. tapped T$er/I #$t$es
and are enter$n( $nto T$er/II #$t$es $n Ind$a+ The (ro0th of reta$% se#tor $n Ind$a $s due to
fo%%o0$n( reasonsI
o Lo0 share of or(an$)ed reta$%$n(
o =a%%$n( rea% estate pr$#es
o In#rease $n d$sposa*%e $n#ome and #ustomer asp$rat$on
o In#rease $n e>pend$ture for %u>ur. $tems
o In#rease $n .oun( 0or!$n( popu%at$on
o ,$(h pa. pa#!ets, nu#%ear fam$%$es
=uture Group $s one of the Countr.Hs %ead$n( *us$ness (roups present $n reta$%, asset
mana(ement, #onsumer f$nan#e, $nsuran#e, reta$% med$a, reta$% spa#es and %o($st$#s+ The
(roupHs f%a(sh$p Compan., Panta%oon Reta$% 1Ind$a2 L$m$ted +Panta%oon Reta$% 1Ind$a2
L$m$ted, $s Ind$aHs %ead$n( reta$%er that operates mu%t$p%e reta$% formats $n *oth the a%ue
and %$fest.%e se(ment of the Ind$an #onsumer mar!et+ The Compan. operates oer ?
m$%%$on s-uare feet of reta$% spa#e, has oer 3CCC stores a#ross ;3 #$t$es $n Ind$a and
emp%o.s oer 8:,CCC peop%e+ The #ompan.Hs %ead$n( formats $n#%ude Panta%oons, a #ha$n
of fash$on out%ets, B$( Ba)aar, a un$-ue%. Ind$an h.permar!et #ha$n, =ood Ba)aar, a
supermar!et #ha$n, Some of $ts other formats $n#%ude, Depot, Shoe =a#tor., Brand
=a#tor., B%ue S!., =ash$on Stat$on, aLL, Top 3C, mBa)aar and Star and S$tara+ The
Compan. a%so operates an on%$ne porta%, future*a)aar+#om+ Panta%oon Reta$% 0as re#ent%.
a0arded the Internat$ona% Reta$%er of the 7ear 8CC? *. the ES/*ased 5at$ona% Reta$%
=ederat$on 15R=2+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
PROMOTIO5AL O==ERS
Mean$n(
Promot$on $s an $mportant mar!et$n( for#e that pro$des e>tra $n#ent$es to a#h$ee sa%es+
Promot$on $s an $mportant mar!et$n( too% as #ompared to adert$sements and sa%es for#e+
Promot$on $s *oth short term and %on( term a#t$$t$es #arr$ed+
R%-E %. PR%,%)%"
? Promot$ons are an e>treme%. a%ua*%e too% for the mar!et$n( of *rands+
? L$!e a%% other too%s, promot$ons #an ma!e a a%ua*%e #ontr$*ut$on to mar!et$n(
0hen the. are proper%. used+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
? Promot$ons are offered to the #ustomers to (et the sa%es and to $n#rease the$r
mar!et share
? The short term promot$ons are to0ards $n#reas$n( the sa%es and the %on( term
sa%es are to0ards $n#reas$n( the #ustomer *ase+
B,E5 TO ESE PROMOTIO5
? A *rands -ua%$t. $s $nfer$or to #ompet$t$on
? A *rands adert$s$n( $s not as persuas$e as #ompet$t$e
? A ne0 *rand $s *e$n( $ntrodu#ed
The Be%(aum popu%at$on $s e>per$en#$n( the ne0 trend of shopp$n(+ B$( Ba)aar $s !no0n
for $ts promot$ons +Th$s sure. 0as #ondu#ted to stud. the “Effectiveness of
Promotional offers at Big Bazaar, Belgaum”.
The ma$n o*"e#t$es to #arr. out these top$#s at B$( Ba)aar are as fo%%o0sI
? To test the effe#t$eness of the #ommun$#at$on of the offers to the #onsumers
? To test the a0areness %ee% amon( pu*%$# 0$th respe#t to offers of B$( Ba)aar
? To assess the attra#t$eness of the offers to #ustomers at B$( Ba)aar
? To f$nd out the #ompet$t$e d$fferen#es of B$( Ba)aar 0$th other Reta$%
#ompet$tors+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
SAMPLI5G
Data Sour#e I Pr$mar. Data
1=rom -uest$onna$re and persona%
$ntera#t$on2
Se#ondar. data JBe*s$te,
Resear#h approa#h I Sure. method
Resear#h Instrument I Duest$onna$re
Samp%e p%an I Persona% Inter$e0
Samp%e un$t I Customers of B$( Ba)aar
Samp%$n( method I Conen$en#e samp%$n(
Samp%e S$)e I 8;C #ustomers
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)"/&+R$ PR%.)-E
Retail +ector in )ndia
Reta$% $s *oom$n( se#tor $n Ind$a+ Reta$%, one of Ind$aHs %ar(est $ndustr$es, has present%.
emer(ed as one of the most d.nam$# and fast pa#ed $ndustr$es 0$th seera% p%a.ers
enter$n( the mar!et+ Reta$% A##ounts for oer 3C per #ent of the #ountr.Hs GDP and
around e$(ht per #ent of the emp%o.ment $n Ind$a+
As the #ontemporar. reta$% se#tor $n Ind$a $s ref%e#ted $n spra0%$n( shopp$n( #enters,
mu%t$p%e>/ ma%%s and hu(e #omp%e>es offer shopp$n(, enterta$nment and food a%% under
one roof, the #on#ept of shopp$n( has a%tered $n terms of format and #onsumer *u.$n(
*eha$or, usher$n( $n a reo%ut$on $n shopp$n( $n Ind$a+ Th$s has a%so #ontr$*uted to %ar(e
s#a%e $nestments $n the rea% estate se#tor 0$th ma"or nat$ona% and (%o*a% p%a.ers
$nest$n( $n dee%op$n( the $nfrastru#ture and #onstru#t$on of the reta$%$n( *us$ness+ The
trends that are dr$$n( the (ro0th of the reta$% se#tor $n Ind$a are
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
• Lo0 share of or(an$)ed reta$%$n(
• =a%%$n( rea% estate pr$#es
• In#rease $n d$sposa*%e $n#ome and #ustomer asp$rat$on
• In#rease $n e>pend$ture for %u>ur. $tems
Another #red$*%e fa#tor $n the prospe#ts of the reta$% se#tor $n Ind$a $s the $n#rease $n the
.oun( 0or!$n( popu%at$on+ In Ind$a, h$(h pa./pa#!ets, nu#%ear fam$%$es $n ur*an areas,
a%on( 0$th $n#reas$n( 0or!$n(/0omen popu%at$on and emer($n( opportun$t$es $n the
ser$#es se#tor+ These !e. fa#tors hae *een the (ro0th dr$ers of the or(an$)ed reta$%
se#tor $n Ind$a+
The reta$%$n( #onf$(urat$on $n Ind$a $s fast dee%op$n( as shopp$n( ma%%s are $n#reas$n(%.
*e#om$n( fam$%$ar $n %ar(e #$t$es+ Bhen $t #omes to dee%opment of reta$% spa#e spe#$a%%.
the ma%%s, the T$er II #$t$es are no %on(er *eh$nd $n the ra#e+
Ind$a $s *e$n( seen as a potent$a% (o%dm$ne for reta$% $nestors from oer the 0or%d and
Ind$a has the top dest$nat$on for reta$%ers for an attra#t$e emer($n( reta$% mar!et+ Ind$aHs
ast m$dd%e #%ass and $ts a%most untapped reta$% $ndustr. are !e. attra#t$ons for (%o*a%
reta$% ($ants 0ant$n( to enter ne0er mar!ets+ Een thou(h Ind$a has 0e%% oer ; m$%%$on
reta$% out%ets, the #ountr. sore%. %a#!s an.th$n( that #an resem*%e a reta$%$n( $ndustr. $n
the modern sense of the term+ Th$s presents $nternat$ona% reta$%$n( spe#$a%$sts 0$th a (reat
opportun$t.+ The or(an$)ed reta$% se#tor $s e>pe#ted to (ro0 stron(er than GDP (ro0th $n
the ne>t f$e .ears dr$en *. #han($n( %$fest.%es, *ur(eon$n( $n#ome and faora*%e
demo(raph$# out%$ne+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
./) in Retail +ector
Reta$%$n( $s the %ar(est pr$ate se#tor $ndustr. $n the 0or%d e#onom. 0$th the (%o*a%
$ndustr. s$)e e>#eed$n( F<+< tr$%%$on and Ind$a $s the top dest$nat$on for reta$% $nestors+
And the further upsur(e $s ant$#$pated $n the reta$% se#tor as the Goernment of opened up
;3G =DI $n s$n(%e *rand reta$% out%ets+ And as the (oernment $s $n a pro#ess to $n$t$ate a
se#ond phase of reforms, $t $s #aut$ous%. e>p%or$n( the aenues for mu%t$/*rand se(ment+
The Goernment $s see!$n( for these opt$ons !eep$n( $n $e0 the e>$st$n( so#$a%
frame0or! of Ind$a and the 0$%% ensure that the entr. of (%o*a% reta$% ($ants do not
d$sp%a#e the e>$st$n( emp%o.ment $n the reta$% *us$ness+
Industr. e>perts are sens$t$e to the po$nt that %o#a% mar!ets hae an ed(e oer the reta$%
$nestors $n Ind$a as the. hae un$-ue adanta(es su#h as an understand$n( of %o#a% needs
and e>tended ser$#e %$!e home de%$er.+ As the =DI $nf%uen#e on the Ind$an reta$% se#tor
sets $n, the tota% s$)e of the reta$% trade $s e>pe#ted to (ro0 e>tens$e%. $n the #om$n(
.ears and the #onsumer se(ments patron$)$n( the *$( ma%%s 0$%% #reate fren). for
or(an$)ed reta$%$n( pred$#t$n( a (ro0th of 8;/6C per #ent per annum oer the ne>t de#ade+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Moreoer, Ind$an reta$% #ha$ns 0ou%d (et $nte(rated 0$th (%o*a% supp%. #ha$ns s$n#e =DI
0$%% *r$n( $n te#hno%o(., -ua%$t. standards and mar!et$n( there*., %ead$n( to ne0
e#onom$# opportun$t$es and #reat$n( more emp%o.ment (enerat$on+
Industr. trends for reta$% se#tor $nd$#ate that or(an$)ed reta$%$n( has ma"or $mpa#t $n
#ontro%%$n( $nf%at$on *e#ause %ar(e or(an$)ed reta$%ers are a*%e to *u. d$re#t%. from
produ#ers at most #ompet$t$e pr$#es+ Bor%d Ban! attr$*utes the open$n( of the reta$%
se#tor to =DI to *e *enef$#$a% for Ind$a $n terms of pr$#e and aa$%a*$%$t. of produ#ts as $t
0ou%d ($e a *oost to food produ#ts, te>t$%es and (arments, %eather produ#ts, et#+, to
*enef$t from %ar(e/s#a%e pro#urement *. $nternat$ona% #ha$nsK $n turn, #reat$n( "o*s
opportun$t$es at ar$ous %ee%s+
(%,PA"$ PR%.)-E
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
.uture 0roup
=uture Group $s one of the #ountr.Hs %ead$n( *us$ness (roups present $n reta$%, asset
mana(ement, #onsumer f$nan#e, $nsuran#e, reta$% med$a, reta$% spa#es and %o($st$#s+ The
(roupHs f%a(sh$p #ompan., Panta%oon Reta$% 1Ind$a2 L$m$ted operates oer ? m$%%$on
s-uare feet of reta$% spa#e, has oer 3CCC stores a#ross ;6 #$t$es $n Ind$a and emp%o.s
oer 8;,CCC peop%e+ Some of $ts %ead$n( reta$% formats $n#%ude, Panta%oons, B$( Ba)aar,
Centra%, =ood Ba)aar, ,ome To0n, eLone, Depot, =uture Mone. and on%$ne reta$%
format, future*a)aar+#om+
=uture Group #ompan$es $n#%udes, =uture Cap$ta% ,o%d$n(s, =uture Genera%$ Ind$a Indus
Lea(ue C%oth$n( and Ga%a>. Enterta$nment that mana(es Sports Bar, Bre0 Bar and
Bo0%$n( Co+
The (roupHs "o$nt enture partners $n#%ude Ita%$an $nsuran#e ma"or, Genera%$, =ren#h
reta$%er ETAM (roup, ES/*ased stat$onar. produ#ts reta$%er, Stap%es In# and EK/*ased
Lee Cooper and Ind$a/*ased Ta%0a%!arHs, B%ue =oods and L$*ert. Shoes+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
=uture GroupHs $s$on $s to, &de%$er Eer.th$n(, Eer.0here, Eer.t$me to Eer. Ind$an
Consumer $n the most prof$ta*%e manner+' The (roup #ons$ders MInd$an/nessH as a #ore
a%ue and $ts #orporate #redo $s / Re0r$te ru%es, Reta$n a%ues+
CORPORATE STATEME5T
.uture 0roup ,anifesto
&=uture' J the 0ord 0h$#h s$(n$f$es opt$m$sm, (ro0th, a#h$eement, stren(th, *eaut.,
re0ards and perfe#t$on+ =uture en#oura(es to e>p%ore areas .et une>p%ored, 0r$te ru%es
.et un0r$ttenK #reate ne0 opportun$t$es and ne0 su##esses+ To str$e for a (%or$ous future
*r$n(s to us our stren(th, our a*$%$t. to %earn, un%earn and re/%earn, our a*$%$t. to eo%e+
=uture Group 0$%% not 0a$t for the =uture to unfo%d $tse%f *ut #reate future s#enar$os $n
the #onsumer spa#e and fa#$%$tate #onsumpt$on *e#ause #onsumpt$on $s dee%opment+
There*., 0$%% effe#t so#$o/e#onom$# dee%opment for our #ustomers, emp%o.ees,
shareho%ders, asso#$ates and partners+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
0roup *ision
=uture Group sha%% de%$er Eer.th$n(, Eer.0here, Eer. t$me for Eer. Ind$an
Consumer $n the most prof$ta*%e manner+
0roup ,ission
The (roup shares the $s$on and *e%$ef that the$r #ustomers and sta!eho%ders sha%% *e
sered on%. *. #reat$n( and e>e#ut$n( future s#enar$os $n the #onsumpt$on spa#e %ead$n(
to e#onom$# dee%opment+
The (roup 0$%% *e the trendsetters $n eo%$n( de%$er. formats, #reat$n( reta$% rea%t.,
ma!$n( #onsumpt$on afforda*%e for a%% #ustomer se(ments J for #%asses and for masses+
The (roup sha%% $nfuse Ind$an *rands 0$th #onf$den#e and rene0ed am*$t$on+
The (roup sha%% *e eff$#$ent, #ost/#ons#$ous and #omm$tted to -ua%$t. $n 0hateer *een
done+
The (roup sha%% ensure that pos$t$e att$tude, s$n#er$t., hum$%$t. and un$ted determ$nat$on
sha%% *e the dr$$n( for#e to *e su##essfu%+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(ore *alues
? Ind$annessI Conf$den#e $n ourse%es+
? Leadersh$pI To *e a %eader, *oth $n thou(ht and *us$ness+
? Respe#t N ,um$%$t.I To respe#t eer. $nd$$dua% and *e hum*%e $n our #ondu#t+
? Introspe#t$onI Lead$n( to purposefu% th$n!$n(+
? OpennessI To *e open and re#ept$e to ne0 $deas, !no0%ed(e and $nformat$on+
? Va%u$n( and 5urtur$n( Re%at$onsh$psI To *u$%d %on( term re%at$onsh$ps+
? S$mp%$#$t. N Pos$t$$t.I S$mp%$#$t. and pos$t$$t. $n our thou(ht, *us$ness+
? Adapta*$%$t.I To *e f%e>$*%e and adapta*%e, to meet #ha%%en(es+
COMPA57 TIMELI5E
,a1or ,ilestones
2345 Compan. $n#orporated as Man) Bear Pr$ate L$m$ted+ Laun#h of Panta%oons
trouser, Ind$aHs f$rst forma% trouser *rand+
2332 Laun#h of BARE, the Ind$an "eans *rand+
2336 In$t$a% pu*%$# offer 1IPO2 0as made $n the month of Ma.+
2337 The Panta%oon Shoppe J e>#%us$e mens0ear store $n fran#h$see format
%aun#hed a#ross the nat$on+ The #ompan. starts the d$str$*ut$on of *randed
(arments throu(h mu%t$/*rand reta$% out%ets a#ross the nat$on+
2338 Oohn M$%%er J =orma% sh$rt *rand %aun#hed+
2335 Panta%oons J Ind$aHs fam$%. store %aun#hed $n Ko%!ata+
6992 B$( Ba)aar, MIs se sasta aur a##ha !ah$ nah$nH / Ind$aHs f$rst h.permar!et
#ha$n %aun#hed+
6996 =ood Ba)aar, the supermar!et #ha$n $s %aun#hed+
6997 Centra% J MShop, Eat, Ce%e*rate In The ,eart Of Our C$t.H / Ind$aHs f$rst
seam%ess ma%% $s %aun#hed $n Ban(a%ore+
6998 =ash$on Stat$on / the popu%ar fash$on #ha$n $s %aun#hed
aLL J Ma %$tt%e %ar(erH / e>#%us$e stores for p%us/s$)e $nd$$dua%s $s %aun#hed
699: =uture Cap$ta% ,o%d$n(s, the #ompan.Hs f$nan#$a% arm %aun#hes rea% estate
funds Ksh$t$" and ,or$)on and pr$ate e-u$t. fund Ind$$s$on+ P%ans fora.s
$nto $nsuran#e and #onsumer #red$t+
Mu%t$p%e reta$% formats $n#%ud$n( Co%%e#t$on $, =urn$ture Ba)aar, Shoe
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
=a#tor., ELone, Depot and future*a)aar+#om are %aun#hed a#ross the nat$on+
Group enters $nto "o$nt enture a(reements 0$th ETAM Group and Genera%$+
BOARD O= DIRECTORS
,r. #ishore Biyani, ,anaging /irector
K$shore B$.an$ $s the Mana($n( D$re#tor of Panta%oon Reta$% 1Ind$a2 L$m$ted and the
Group Ch$ef E>e#ut$e Off$#er of =uture Group+
,r. 0opi;ishan Biyani, <holetime /irector
Gop$!$shan B$.an$, $s a #ommer#e (raduate and has more than t0ent. .ears of
e>per$en#e $n the te>t$%e *us$ness+
,r. Ra;esh Biyani, <holetime /irector
Ra!esh B$.an$, $s a #ommer#e (raduate and has *een a#t$e%. $no%ed $n #ate(or.
mana(ementK reta$% stores operat$ons, IT and e>ports+ ,e has *een $nstrumenta% $n the
$mp%ementat$on of the ar$ous ne0 reta$% formats+
,r. *ed Pra;ash Arya, /irector
Ved Pra!ash Ar.a, $s an en($neer *. tra$n$n( and $s a (raduate of the Ind$an Inst$tute of
Mana(ement, Ahmeda*ad+ Pr$or to "o$n$n( Panta%oon Reta$%, he 0as the CEO of G%o*us+
,r. +hailesh !ari=ha;ti, )ndependent /irector
Shr$ Sha$%esh ,ar$*ha!t$, $s a Chartered A##ountant, Cost A##ountant, and a Cert$f$ed
Interna% Aud$tor+ ,e $s the Deput. Mana($n( Partner of ,ar$*ha!t$ N Co+, Chartered
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
A##ountants and past pres$dent of Ind$an mer#hant Cham*ers+ ,e $s on the Board of
seera% Pu*%$# L$m$ted Compan$es, $n#%ud$n( Ind$an Petro#hem$#a%s Corporat$on Ltd+,
Am*u"a Cement Eastern Ltd+ et#+ ,e $s on the Board of Compan. s$n#e Oune 3, 3@@@+
,r. + /ores>amy, )ndependent /irector
S+ Dores0am., $s a former Cha$rman and Mana($n( D$re#tor of Centra% Ban! of Ind$a
and seres on the *oard of DSP Merr$%% L.n#h Trustee Co and Ceat L$m$ted amon(
PA"A-%%"+ .%RE RA$
2. /epot
Boo;s, ,usic ? 0ifts
Depot $s one of the .oun(est *rands from the Panta%oon sta*%e and $s a tr$*ute to our
freedom of thou(ht, spee#h and e>press$on shared $n a noe% fash$on 0$th #ustomers
as *oo!s, mu%t$med$a, to.s, stat$onar. and ($fts+
At Depot, *oo! %oers are offered a ran(e of *oo!s that meet the needs and preferen#e
of eer. a(e (roup+ =rom f$#t$on to (enera% referen#e, mana(ement and #h$%drenHs
mater$a%, .ou 0$%% f$nd $t a%% at Depot+ Mus$# *uffs are $n$ted to se%e#t from a 0$de
#ate(or. of mus$# CDs and #assettes+
6. .uture=azaar.com
=uture*a)aar+#om offers the 0$dest ran(e of produ#ts at M%o0est pr$#es J eer.da.PH
,a$n( p$oneered the reta$%$n( *us$ness $n Ind$a, =uture*a)aar+#om has no0 de#$ded
to reo%ut$on$)e the #onsumer e/#ommer#e *us$ness $n Ind$a+ It $ntends to pro$de
#ustomers 0$th a stream%$ned, eff$#$ent and 0or%d #%ass persona%$)ed shopp$n(
e>per$en#e, 0h$#h 0$%% *e supported 0$th the *est te#hno%o(. p%atform+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
=uture Ba)aar has *een named as the Best Ind$an Be*s$te 8CC? $n the Shopp$n(
#ate(or. *. PC Bor%d+
=uture Ba)aar 0on the top spot after *eat$n( other esta*%$shed p%a.ers %$!e Red$ff,
Ind$at$mes, S$f., e*a., Ind$ap%a)a, Chenna$ Ba)aar and Ind$a Ma%%+ The a0ard 0as
presented to =uture Ba)aar for $ts Qde#ent, no/nonsense approa#h, 0h$%e pro$d$n( a
(ood shopp$n( e>per$en#eQ+
@. "avaras
5aaras, a f$ne 88 #arat pure (o%d and d$amond "e0e%%er. *rand, $s reta$%ed from B$(
Ba)aar stores+=uture Group has reo%ut$on$)ed the Ind$an "e0e%%er. mar!et 0$th the
%aun#h of 5aaras, 0h$#h offers *randed, pure and des$(n d$fferent$ated "e0e%%er. at
#ompet$t$e pr$#es $n a h.permar!et set/up $n %$ne 0$th the eo%$n( *u.$n( *eha$our of
#onsumers+ The rat$ona%e *eh$nd th$s $s that 0$th h$(her d$sposa*%e $n#omes, for
#onsumers toda. (o%d and other "e0e%%er. pur#hases too hae *e#ome $mpu%s$e *u.$n(
a#t$$t$es+ ,en#e, 5aaras 0$th$n B$( Ba)aar+ 5aaras offers a #omp%ete f$ne "e0e%%er.
shopp$n( e>per$en#e, desp$te *e$n( 0$th$n the #onf$nes of a h.per mar!et+
:+ %P 29
Top 3C, the #oo% offer$n( from =uture Group, offers the %atest $n fash$on and st.%e+ Th$s
format $s *ased on the #on#ept of the eer popu%ar #ountdo0n sho0s, 0here the trend$est
st.%es (et ran!ed from 3 to 3CK the h$(hest se%%$n( $tem (ets the h$(hest ran!$n(P
Keep$n( pa#e 0$th fast #han($n( fash$on needs, Top 3C stores empo0ers the .outh to
ma!e a d$st$n#t$e fash$on statement throu(h eas$%. afforda*%e appare% #o%%e#t$ons and
a##essor$es+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Top 3C stores sto#! a 0$de ran(e of Messa(e Tees , =ash$on Tees ,Coo% Tees 1for (u.s
and (a%s2, #asua%s, #ar(oes, sports 0ear N s!$rts+ A un$-ue offer$n( of th$s format are
TAsh$rts 0$th #o%%e(e names pr$nted on them, 0here$n one #an ote for oneHs #o%%e(e
name and (et oneHs #o%%e(e name produ#ts #ustom/made+
;+ ulsi
he medical =azaar
Tu%s$ the Med$#$ne Ba)aar $s a pharma#. housed 0$th$n B$( Ba)aars and =ood Ba)aars at
oer 6; %o#at$ons a%% oer Ind$a +
A$m$n( to offer outstand$n( profess$ona% ser$#e from a #ar$n( and fr$end%. en$ronment+
Be are prepared to (o the e>tra m$%e or pro$de that %$tt%e e>tra (u$dan#e and to #are for
.our needs throu(h our ,ea%th#are en-u$r. s.stem+
:. ,r. R)0!
=uture Ser$#es *r$n(s Mr+ R$(ht / a re%$a*%e resour#e 0ho $s a%0a.s read. to perform an.
tas! or attend to an. re-u$rement+ =or the er. f$rst t$me $n Ind$a Be $t f$>$n( p%um*$n( to
pro$d$n( ser$ous f$nan#$a% ad$#e, no "o* $s too *$( or sma%%+
Mr+ R$(ht $s en$sa(ed to *e a one stop so%ut$on for a%% the ser$#e needs and 0$%% offer
ar$ous $nnoat$e ser$#es+ Mr+ R$(ht 0$%% operate $n the fo%%o0$n( ser$#e #ate(or$es /
Et$%$t. ser$#es, ,ome Improement, Trae%, Eent N Bedd$n( P%ann$n(, Beaut. N
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Be%%ness and Ad$sor. Ser$#es+ Current%. offer$n( ser$#es %$!e ,ome C%ean$n(, Pest
Contro%, Trae% N ,e%pmate+ Soon to %aun#h Astro%o(., Shoe %aundr., ,e%pRhome
?+ Pantaloons .resh fashion
Panta%oons =resh =ash$on stands out as a fash$on trendsetter, on the %$nes of ho0 fash$on
$s fo%%o0ed $nternat$ona%%.+ The M%oo!H and M0hatHs $nH toda. for the season $s sa#rosan#t+
Panta%oons ta!es $ts prom$se of Sfresh fash$onS er. ser$ous%. ma!$n( aa$%a*%e to $ts
#ustomers the %atest $n fash$on eer. 0ee!P
A%% Panta%oons stores ref%e#t the ne0 $deo%o(. // =resh =ee%$n(, =resh Att$tude, =resh
=ash$on+ The stores offer fresh #o%%e#t$ons and are $sua%%. st$mu%at$n( than!s to
appea%$n( $nter$ors and attra#t$e produ#t d$sp%a.P
The f$rst Panta%oons 0as opened $n Gar$ahat $n 3@@?+ Oer the .ears, $t has under(one
seera% trans$t$ons+ Bhen $t 0as f$rst %aun#hed, th$s store most%. so%d e>terna% *rands+
Gradua%%., $t started reta$%$n( a m$> of e>terna% *rands 0h$%e at the same t$me $ntrodu#ed
$ts o0n pr$ate *rands+ In$t$a%%. pos$t$oned as a fam$%. store, $t f$na%%. eered to0ards
*e#om$n( a fash$on store 0$th an emphas$s on S.outhS and #%ear fo#us on Mfresh fash$onH+
8. a--
aLL houses a 0$de ran(e of read./to/0ear fash$ona*%e #%othes and a##essor$es that are
other0$se not eas$%. aa$%a*%e for p%us s$)e #ustomers+ aLL *r$n(s forth a 0$de #o%%e#t$on
of st.%$sh #%oth$n( to se%e#t from, *e $t Bestern 0ear, Indo/0estern or Ethn$# 0ear $n *oth
=orma% and Casua% #ate(or$es+ aLL a%so offers mat#h$n( a##essor$es %$!e *e%ts, t$es, and
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
hand*a(s $n a perfe#t s$)e and f$t. The stores are aesthet$#a%%. and sens$t$e%. des$(ned to
#ater to th$s n$#he set of #ustomers 0ho %oe the open 0$de spa#es, #%ean #ut %$nes, paste%
#o%ours that ma!e up the $n$t$n( store %a.out and the een more remar!a*%e #ustomer
fr$end%. staff that are present to ass$st them $n eer. 0a.+
3. (entral
Laun#hed $n Ma.SC: at Ban(a%ore, Centra% $s a sho0#ase, seam%ess ma%% and the f$rst of
$ts !$nd $n Ind$a+ The thou(ht *eh$nd th$s p$oneer$n( #on#ept 0as to ($e #ustomers an
uno*stru#ted and a pure shopp$n( e>per$en#e and to ensure the *est *rands $n the Ind$an
mar!et are made aa$%a*%e to the d$s#ern$n( Ind$an #ustomer+
Centra% offers eer.th$n( for the ur*an asp$rat$ona% shopper to shop, eat and #e%e*rate+
Lo#ated $n the heart of the #$t., Centra% *e%$ees $ts #ustomers shou%d not hae to trae%
%on( d$stan#es to rea#h usK $nstead 0e must *e present 0here #ustomers fre-uent%. $s$t+
Centra% houses oer 6CC *rands a#ross #ate(or$es, su#h as appare%, foot0ear and
a##essor$es for 0omen, men, #h$%dren and $nfants, apart from a 0ho%e ran(e of Mus$#,
Boo!s, Coffee Shops, =ood Courts, Super Mar!ets 1=ood Ba)aar2, =$ne D$n$n(
Restaurants, Pu*s and D$s#othe-ues+ The ma%% a%so has a separate se#t$on for ser$#es
su#h as Trae%, =$nan#e, Inestment, Insuran#e, Con#ert9C$nema T$#!et Boo!$n(, B$%%
Pa.ments and other m$s#e%%aneous ser$#es+ In add$t$on, Centra% houses Centra% S-uare,
a ded$#ated spa#e for produ#t %aun#hes, $mpromptu eents, dar$n( d$sp%a.s, e>#$t$n(
sho0s, and art e>h$*$t$ons+
10. .ashion +tation
=ash$on Stat$on $s the #ompan.Ss offer$n( from the$r a%ue reta$% p%atform+ A themat$#
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
store, =ash$on Stat$on $s an attempt to offer fash$on for0ard produ#ts to the mass mar!et+
Ca%%ed a f$rst of $ts !$nd fash$on dest$nat$on, =ash$on Stat$on houses a 0$de se%e#t$on of
trend. appare%s+ The ESP of the store $s S=ash$on that f$ts .our *ud(etS, 0h$#h trans%ates to
(reat dea%s on appare% N a##essor$es for Men, Bomen and Ch$%dren+
22. .ood Bazaar
=ood Ba)aar $n$tes .ou for a shopp$n( e>per$en#e, un$-ue *. $ts am*$en#e+ At =ood
Ba)aar .ou 0$%% f$nd a h$therto unseen *%end of a t.p$#a% Ind$an Ba)aar and
Internat$ona% supermar!et atmosphere+
=%a((ed off $n Apr$%HC8, =ood Ba)aar $s a #ha$n of %ar(e supermar!ets 0$th a
d$fferen#e, 0here the *est of Bestern and Ind$an a%ues hae *een put to(ether to
ensure .our sat$sfa#t$on and #omfort 0h$%e shopp$n(+
The 0estern a%ues of #onen$en#e, #%ean%$ness and h.($ene are offered throu(h pre
pa#!ed #ommod$t$es and the Ind$an a%ues of QSee/Tou#h/=ee%Q are offered throu(h
the &*a)aar/%$!e' atmosphere #reated *. d$sp%a.$n( stap%es out $n the open, a%% at er.
e#onom$#a% and afforda*%e pr$#es 0$thout an. #omprom$se on -ua%$t.+
26. Blue +;y
B%ue S!. $s a nat$ona% #ha$n of stores offer$n( a 0$de se%e#t$on of *randed and pr$ate
%a*e% sun(%asses and 0at#hes+ B%ue S!. has *een des$(ned to address an e>#$t$n( and
(ro0$n( mar!et for a##essor$es+ Customers (et a 0$de and $nterest$n( #o%%e#t$on of
fash$on *rands from a#ross the 0or%d.
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
2@. +tar ? +itara
Star N S$tara, a un$-ue *eaut. sa%on for men and 0omen, $ntrodu#es man. ne0 features
and produ#ts for the f$rst t$me $n Ind$a+ At Star N S$tara 0e a$m to demo#rat$se sa%on
ser$#es for eas. a##ess to a%% and de%$er -ua%$t. ser$#e at er. afforda*%e pr$#es+ Star
N S$tara eo!es a theme of Bo%%.0ood and prom$ses to ma!e .ou a Star 1S$tara $n
,$nd$2 The spa#e, dT#or, %$(ht$n( $s rem$n$s#ent of mo$es and 0$%% transport .ou from
the ord$nar. 0or%d to that of the Mree%H 0or%d+
Star N S$tara pro$des a%% s!$n and ha$r re%ated *eaut. ser$#e+ The sa%on $s spa#$ous and
the atmosphere re%a>ed+ Men, 0omen and #h$%dren #an eas$%. f$nd a ser$#e to #ater to
the$r need+ But the fo#a% and n$#he e%ement of our sa%on $s the afforda*%e and attra#t$e
pr$#$n(+
14. Big Bazaar
B$( Ba)aar $s not "ust another h.permar!et+ It #aters to eer. need of .our fam$%.+
Bhere B$( Ba)aar s#ores oer other stores $s $ts a%ue for mone. propos$t$on for the
Ind$an #ustomers+
At B$( Ba)aar, .ou 0$%% def$n$te%. (et the *est produ#ts at the *est pr$#es / thatHs 0hat
0e (uarantee+ B$th the eer $n#reas$n( arra. of pr$ate %a*e%s, $t has opened the doors
$nto the 0or%d of fash$on and (enera% mer#hand$se $n#%ud$n( home furn$sh$n(s,
utens$%s, #ro#!er., #ut%er., sports (oods and mu#h more at pr$#es that 0$%% surpr$se .ou+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
And th$s $s "ust the *e($nn$n(+ B$( Ba)aar p%ans to add mu#h more to #omp%ete .our
shopp$n( e>pere$n#e+
)"R%/&()%" %. %P)(
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
itle of Pro1ectB “Effectiveness of Promotional offers at Big Bazaar, Belgaum”
,eaning
Promot$on $s an $mportant mar!et$n( for#e that pro$des e>tra $n#ent$es for short term
sa%es+ Promot$on p%a.s an $mportant ro%e 0$th adert$sements and se%%$n( efforts+
he role and mechanics of promotion
Promot$ons are an e>treme%. a%ua*%e too% for the mar!et$n( of (oods+ L$!e a%% other
too%s, promot$ons #an ma!e a a%ua*%e #ontr$*ut$on to mar!et$n(+
Promotion functionI The fun#t$on of promot$on $s to a##e%erate a#t$on stated *. other
mar!et$n( a#t$$t$es+ Promot$on a#ts as a #ata%.st to a##e%erate a#t$on, pr$mar$%. on the
part of the #onsumer+ It supp%ements, *ut $s not a su*st$tute for, adert$s$n( and se%%$n(
efforts+
Promot$on a##e%erates a#t$on *. #han($n( the pr$#e J a%ue re%at$onsh$p of the *rand
Eer. produ#t has an esta*%$shed a%ue $n the m$nds of the #onsumer+ Th$s $s 0hat the
#onsumer $s norma%%. 0$%%$n( to e>pend 1$n mone.2 for 0hat he (ets, or th$n!s *e (ets,
0hen he *u.s the produ#t+
Promot$on #han(es th$s pr$#e/a%ue re%at$onsh$p to the po$nt 0here the $nd$$dua% $s
st$mu%ated to ta!e a des$red a#t$on+ It does th$s $n most #ases e$ther *. %o0er$n( the pr$#e
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
or *. $n#reas$n( the a%ue of the produ#t or *oth
<hen to use promotionI
The need for promot$on ar$es *e#ause
3+ A *randHs -ua%$t. $s $nfer$or to #ompet$t$onK
8+ A *randHs adert$s$n( $s not as persuas$e as #ompet$t$e #op.K or
6+ A ne0 *rand $s *e$n( $ntrodu#ed
PromotionCs role in the life cycle of a =rand
At ea#h sta(e $n a *randHs %$fe #.#%e a d$fferent de(ree of promot$ona%
emphas$s $s re-u$red+
"e> ProductB A ne0 produ#t #an usua%%. prof$t from su*stant$a% promot$on support J $f
the produ#t, the adert$s$n(, d$str$*ut$on and pr$#e are r$(ht+
The promot$on #an tru%. perform $ts fun#t$on of a##e%erat$n( tr$a% and pur#hase of a *rand
0hose a%ue has not .et *een fu%%. esta*%$shed $n the m$nds of a%% #onsumers+ A%thou(h
(ood adert$s$n( on a ne0 *rand 0$%% persuade man. #onsumers to tr. the *rand, $t $s not
%$!e%. to persuade eer. %o($#a% prospe#t to ta!e $mmed$ate a#t$on+ Thou(h the
adert$s$n( does not -u$#!%. moe to a#t$on re-u$re an e>tra $n#ent$e, su#h as a free
samp%e or #oupon or some other de$#e that $n#reases the a%ue of the *rand, or %o0ers $ts
pr$#e, to the po$nt 0here the prospe#t de#$des to *u. $t+ If the produ#t $s of (ood -ua%$t.,
promot$on thus he%ps to esta*%$sh $ts a%ue -u$#!%. $n the m$nds of more peop%e+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
0ro>ing BrandB There are $nd$#at$ons, $n#$denta%%., that man. ne0 *rands 1*ut not a%%2
rea#h the$r share/of/mar!et pea! 0$th$n s$> months to a .ear after the #omp%et$on of the$r
$ntrodu#t$on+ Th$s %eads to the #on#%us$on that a *rand of proen produ#t and adert$s$n(
#op. super$or$t. 0ou%d *e 0e%% ad$sed to meet ma>$mum tr$a% dur$n( the $ntrodu#tor.
per$od *. spend$n( hea$%. $n the adert$s$n( med$a and on the promot$ona% de$#es that
are most effe#t$e $n rea#h$n( the *randHs *est %on(term prospe#t$e #onsumers+
Inestment at the h$(hest pra#t$#a*%e %ee% $n effe#t$e adert$s$n( and promot$on dur$n(
the $ntrodu#tor. sta(e, therefore J *. -u$#!%. a#h$e$n( a h$(h fran#h$se %ee% J #an
esta*%$sh a *us$ness that $s %ess u%nera*%e to #ompet$t$on and that returns h$(her %ee% of
prof$t $n the fo%%o0$n( .ears+
+ta=le BrandB An esta*%$shed, (ro0$n( *rand (enera%%. re-u$res m$n$ma% promot$on
support, usua%%. of a se%e#t$e nature+ The produ#t and $ts adert$s$n( are st$%% e-ua% to or
*etter than #ompet$t$on+ A h$(h proport$on of potent$a% #ustomers hae tr$ed the *rand
And man. hae *e#ome more or %ess re(u%ar users+
In su#h a hea%th. s$tuat$on, the "o* that promot$on has to do usua%%. $s mu#h narro0er and
more spe#$a%$)ed+ It #an *e used for su#h spe#$f$# purposes as $mpro$n( d$str$*ut$on on
%ar(e s$)es, attra#t$n( ne0 users from fr$n(e (roups or areas 0here usa(e %ee%s are *e%o0
potent$a%, or $n#reas$n( the #onsumpt$on amon( present users+ Tota% promot$on
e>pend$tures, ho0eer, #an *e #ut *a#! to %ee%s that (enerate opt$mum prof$ts J so %on(
as the *rand #ont$nues to represent super$or a%ue for the pr$#e+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
/eclining BrandB A mature, sta*%e *rand ma. need $n#reased promot$ona% support as
#ompet$t$on *e($ns to mat#h $t $n produ#t -ua%$t. and $n the persuas$eness of $ts
adert$s$n( #op., or as the *rand rea#hes $ts natura% fran#h$se %ee%+ Bhen th$s happens,
Gro0th #eases, sa%es and share %ee% off+
A de#%$n$n( *rand ma. need mu#h hea$er promot$on support as $t *e#omes o%d and out/
dated *. ne0 or $mproed #ompet$t$e *rands+ Efforts to $mproe the *randHs -ua%$t. and
$ts adert$s$n( #op. to e-ua% #ompet$t$on ma. hae *een unsu##essfu%+ In#reas$n( the
adert$s$n( appropr$at$on ma. not he%p J and ma., $n fa#t, mere%. redu#e prof$ts+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
MAOOR T7PES O= CESTOMER PROMOTIO5S
3+Samp%$n(I D$str$*ut$on of free spe#$a% or re(u%ar s$)e pa#!a(e to #onsumers
8+Coupon$n(I D$str$*ut$on of #ert$f$#ates 0$th a stated monetar. or mer#hand$)e a%ue
0h$#h the #onsumer redeems throu(h a reta$%er to0ards the pur#hase of the
spe#$f$ed $tem+
6+ Demonstrat$onsI An $%%ustrat$on or demonstrat$on of ho0 a produ#t $s prepared
and9or used, fre-uent%. $no%$n( #onsumer tast$n( of food produ#ts and usua%%.
$no%$n( the presen#e of a home e#onom$st or other tra$ned representat$e+
:+ Pr$#e pa#!sI Offers to #onsumers of sa$n(s off the re(u%ar pr$#e of a produ#t,
f%a((ed on the %a*e%+ E>I A redu#ed pr$#e pa#!s+
;+ =ree tr$a%sI In$t$n( #ustomers for free tr$a%s of produ#ts 0$thout #ost+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
RE+EAR(! ,E!%/%-%0$
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)-E %. !E PR%DE(
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”+
OBOECTIVES
? To test the effe#t$eness of the #ommun$#at$on of the offers to the #onsumers
? To test the a0areness %ee% amon( pu*%$# 0$th respe#t to offers of B$( Ba)aar
? To assess the attra#t$eness of the offers to #ustomers at B$( Ba)aar
? To f$nd out the #ompet$t$e d$fferen#es of B$( Ba)aar 0$th other Reta$%
#ompet$tors+
RE+EAR(! ,E!%/%-%0$
/ata +ource B Primary /ata
E.rom Fuestionnaire and personal
interactionG
+econdary data H<e=site,
Research approach B +urvey method.
Research )nstrument B Questionnaire
+ample plan B Personal )ntervie>
+ample unit B (ustomers of Big Bazaar
+ampling method B (onvenience sampling
+ample +ize B 689 customers
/&RA)%" %. PR%DE(
Durat$on of the Pro"e#t 3C
th
De# 8CC? to 8?
th
Apr$% 8CCA+
-),AA)%" %. +&/$
• Customers d$d not respond, so I had to f$nd man. #ustomers for sure.
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
!$P%!E+)+ E++
32 ,.pothes$s test$n( for attra#t$eness of #ustomers to offers and $ndu#ement for
pur#hase
,OI More than <;G of the #ustomers are attra#ted to promot$ona% offers N are $ndu#ed to
ma!e pur#hases
,3I More than <;G of the #ustomers are not attra#ted to promot$ona% offers N are not
$ndu#ed to ma!e pur#hases
82 ,.pothes$s test$n( for pr$#e *etter #ompared to other reta$% shops
,OI More than A;G of the #ustomers f$nd pr$#e *etter than other reta$% stores
,3I More than A;G of the #ustomers do not f$nd pr$#e *etter than other reta$% stores
The h.pothes$s test 0as #arr$ed out and the resu%ts are put $nto Anne>ure
Are you aware of promotional offers at Big Bazaar
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
0RAP!+ A"/ .)"/)"0+
(onceptB To sure. 0hether the #ustomers $s$t$n( at B$( Ba)aar are a0are of the
Promot$ona% offers
a=le "oB 2
Are you aware of promotional offers at Big Bazaar
210 84.0 84.0 84.0
40 16.0 16.0 100.0
250 100.0 100.0
Yes
No
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 2
)nterpretationB Ma"or$t. 1A:G2 of the #ustomers sure.ed 0ere a0are of the
Promot$ona% offers at B$( Ba)aar
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB To stud. mode of #ommun$#at$n( promot$ona% offers to the #ustomers
a=le "oB 6
What was the mode of Communication
!5 14.0 16." 16."
1!6 54.4 64.8 81.4
!# 15.6 18.6 100.0
210 84.0 100.0
40 16.0
250 100.0
TV
Ne$s Pa%er
&ordin's
Total
Valid
(ystem )issin'
Total
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 6
*+at $as t+e mode o, Communication
*+at $as t+e mode o, Communication
&ordin's Ne$s Pa%er TV
P
e
r
c
e
n
t
"0
60
50
40
!0
20
10
0
1#
65
1"
)nterpretationB 5e0s paper 0as the most effe#t$e mode for #ommun$#at$on, fo%%o0ed
*. hoard$n(s and TV adert$sements+
Did you notice/hear about the Promotional offers Today
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB To #he#! the a%ertness of #ustomers to0ards the announ#ements made at B$(
Ba)aar dur$n( shopp$n(
a=le "oB @
Did you notice/hear about the Promotional offers Today
2!2 #2.8 #2.8 #2.8
18 ".2 ".2 100.0
250 100.0 100.0
Yes
No
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB @
How freuently you !isit Big Bazaar
-s and $+en
required
.aily /nce in a $ee0 /nce in a mont+ /ccasionaly
P
e
r
c
e
n
t
60
40
20
0
How freuently you !isit Big Bazaar
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)nterpretationB Promot$ona% offers are not$#ed and heard *. the #ustomers dur$n( the$r
shopp$n(
(onceptB To stud. fre-uen#. the samp%e #ustomers $s$ted B$( Ba)aar
a=le "oB 7
How freuently you !isit Big Bazaar
Frequency Percent Valid Percent
Cumulatie
Percent
Valid /ccasionally # !.6 !.6 !.6
/nce in a mont+
42 16.8 16.8 20.4
/nce in a $ee0
16! 65.2 65.2 85.6
.aily
4 1.6 1.6 8".2
-s and $+en required
!2 12.8 12.8 100.0
Total
250 100.0 100.0
0raph "oB 7
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)nterpretationB :8G of the #ustomers $s$t B$( Ba)aar on#e $n a 0ee!, e$ther on
Bednesda. or 0ee! ends, fo%%o0ed *. #ustomers $s$t$n( on#e $n a month and as and
0hen re-u$red+
(onceptB Effe#t$eness of promot$ona% offers $ndu#$n( the #ustomers to ma!e pur#hases
a=le "oB 8
Promotional offers at Big Bazaar are attracti!e and induce me to ma"e a purchase
65 26.0 26.0 26.0
100 40.0 40.0 66.0
56 22.4 22.4 88.4
2# 11.6 11.6 100.0
250 100.0 100.0
(tron'ly -'ree
-'ree
Neit+er -'ree1Nor
.is2a'ree
.is2a'ree
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 8
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Promotional o,,ers at 3i' 3a4aar are attractie and induce me to ma0e a
Promotional o,,ers at 3i' 3a4aar are attractie and induce me to ma0e a
.is2a'ree Neit+er -'ree1Nor .i -'ree (tron'ly -'ree
P
e
r
c
e
n
t
50
40
!0
20
10
0
12
22
40
26
)nterpretationB 8<G stron(%. a(ree, :CG a(ree, 88G ne$ther a(ree nor d$s/a(ree and
rema$n$n( #ustomers d$s/a(ree
(onceptB To stud. #ustomers preferen#es of the #ommod$t$es
a=le "oB :
#an" the products that you e$pect promotional offers
125 50.0 50.0 50.0
80 !2.0 !2.0 82.0
!2 12.8 12.8 #4.8
1! 5.2 5.2 100.0
250 100.0 100.0
Clot+in'
5roceries
6lectronic items
Furnitures
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
#an" the products that you e$pect promotional offers
Furnitures 6lectronic items 5roceries Clot+in'
P
e
r
c
e
n
t
50
40
!0
20
10
0
#an" the products that you e$pect promotional offers
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
0raph "oB :
)nterpretationB Customers preferred #%oth$n( fo%%o0ed *. (ro#er$es, e%e#tron$# $tems and
furn$tures
(onceptB To stud. 0hether #ustomers aa$%ed *enef$t of promot$ona% offers
a=le "oB 5
Ha!e you a!ailed any offers during your recent !isit
214 85.6 85.6 85.6
!6 14.4 14.4 100.0
250 100.0 100.0
Yes
No
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
Ha!e you a!ailed any offers during your recent !isit
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
0raph "oB 5
)nterpretationB Ma"or$t. 1A;G2 of #ustomers aa$%ed *enef$t of promot$ona% offers
(onceptB Bhat d$d .ou opt for4
The #ustomers ma. (o $n for =ree offers or d$s#ount offers+ To stud. the #ustomers
preferen#e of offers th$s -uest$on 0as as!ed+
a=le "oB 4
*+at did you o%t ,or
)issin'
Free o, , er
.iscount o, , er
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
What did you opt for
#1 !6.4 42.5 42.5
12! 4#.2 5".5 100.0
214 85.6 100.0
!6 14.4
250 100.0
.iscount o,,er
Free o,,er
Total
Valid
(ystem )issin'
Total
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 4
)nterpretationB
G of the #ustomers aa$%ed =ree offers 6<G aa$%ed D$s#ount offers+
(onceptB D$d #ustomers #ommun$#ate *enef$t of promot$ona% offers to the$r fr$ends and
re%at$es
a=le "oB 3
Do you communicate offers at Big Bazaar to your friends
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Do you communicate offers at Big Bazaar to your friends
218 8".2 8".2 8".2
!2 12.8 12.8 100.0
250 100.0 100.0
Yes
No
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 3
)nterpretationB Ma"or$t. 1A?G2 of #ustomers d$d #ommun$#ate *enef$ts of promot$ona%
offers to the$r fr$ends and re%at$es+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB Bhere do .ou f$nd the fo%%o0$n( *etter4
3+ Pr$#e
8+ Dua%$t.
6+ Produ#t ran(e
:+ Promot$ona% offers
;+ Am*$en#e
Price
/t+er retail stores 3i' 3a4aar
P
e
r
c
e
n
t
100
80
60
40
20
0
Price
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB Pr$#e
a=le "oB 29
Price
215 86.0 86.0 86.0
!5 14.0 14.0 100.0
250 100.0 100.0
3i' 3a4aar
/t+er retail stores
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 29
)nterpretationB A<G of #ustomers f$nd pr$#e *etter #ompared to other reta$% stores
%uality
/t+er retail stores 3i' 3a4aar
P
e
r
c
e
n
t
80
60
40
20
0
%uality
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB Dua%$t.
a=le "oB 22
%uality
1#0 "6.0 "6.0 "6.0
60 24.0 24.0 100.0
250 100.0 100.0
3i' 3a4aar
/t+er retail stores
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 22
)nterpretationB Dua%$t. at B$( Ba)aar $s (ood as #ompared to other reta$% stores
(onceptB Produ#t Ran(e
#ange
/t+er retail stores 3i' 3a4aar
P
e
r
c
e
n
t
100
80
60
40
20
0
#ange
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
a=le "oB 26
#ange
240 #6.0 #6.0 #6.0
10 4.0 4.0 100.0
250 100.0 100.0
3i' 3a4aar
/t+er retail stores
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 26
)nterpretationB 1@<2G of Customers fee% produ#t ran(e (ood at B$( Ba)aar
&ffers
/t+er retail stores 3i' 3a4aar
P
e
r
c
e
n
t
100
80
60
40
20
0
&ffers
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB Promot$ona% offers
a=le "oB 2@
&ffers
218 8".2 8".2 8".2
!2 12.8 12.8 100.0
250 100.0 100.0
3i' 3a4aar
/t+er retail stores
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 2@
)nterpretationB Promot$ona% offers are (ood #ompared to other reta$% stores
Ambience
/t+er retail stores 3i' 3a4aar
P
e
r
c
e
n
t
100
80
60
40
20
0
Ambience
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB Am*$en#e
a=le "oB 27
Ambience
242 #6.8 #6.8 #6.8
8 !.2 !.2 100.0
250 100.0 100.0
3i' 3a4aar
/t+er retail stores
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 27
)nterpretationB Ma"or$t. 1@?G2 of the #ustomers f$nd Am*$en#e er. (ood
Do offers ma"e you feel li"e !isiting Big Bazaar
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB To stud. 0hether Customers fee% %$!e #om$n( to B$( Ba)aar to aa$% the
*enef$ts of the offers
a=le "oB 28
Do offers ma"e you feel li"e !isiting Big Bazaar
226 #0.4 #0.4 #0.4
24 #.6 #.6 100.0
250 100.0 100.0
Yes
No
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 28
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)nterpretationB Ma"or$t. 1@CG2 of #ustomers are attra#ted to offers and hen#e the. 0$%%
shop fre-uent%. at B$( Ba)aar
.)"/)"0+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
• Ma"or$t. 1A:G2 of the #ustomers sure.ed 0ere a0are of the Promot$ona% offers
at B$( Ba)aar
• 5e0spaper 0as the most effe#t$e mode for #ommun$#at$on, fo%%o0ed *.
hoard$n(s and TV adert$sements+
• Promot$ona% offers are not$#ed and heard *. the #ustomers dur$n( the$r shopp$n(
• :8G of the #ustomers $s$t B$( Ba)aar on#e $n a 0ee!, e$ther on Bednesda.s or
0ee! ends, fo%%o0ed *. #ustomers $s$t$n( on#e $n a month and as/and/0hen
re-u$red+
• 8<G stron(%. a(ree, :CG a(ree, 88G ne$ther a(ree nor d$sa(ree and rema$n$n(
#ustomers d$sa(ree
• Customers preferred #%oth$n( fo%%o0ed *. (ro#er$es, e%e#tron$# $tems and
furn$tures
• Ma"or$t. 1A;G2 of #ustomers aa$%ed *enef$t of promot$ona% offers
•G of the #ustomers aa$%ed =ree offers 6<G aa$%ed D$s#ount offers+
• Ma"or$t. 1A?G2 of #ustomers d$d #ommun$#ate *enef$ts of promot$ona% offers to
the$r fr$ends and re%at$es+
• A<G of #ustomers f$nd pr$#e *etter #ompared to other reta$% stores
• Customers found Dua%$t. at B$( Ba)aar (ood as #ompared to other reta$% stores
• Customers fee% produ#t ran(e (ood at B$( Ba)aar
• Promot$ona% offers are (ood #ompared to other reta$% stores as per the #ustomers
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
+&00E+)%"+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
? 3<G of the sure.ed #ustomers 0ere not a0are of promot$ona% offers, so the
Compan. shou%d ensure that ma>$mum #ustomers !no0 a*out promot$ona% offers
$s$t$n( B$( Ba)aar and there shou%d ma!e a0are of offers to (enera% pu*%$#+
? 6:G of the #ustomers are not attra#ted to promot$ona% offers *e#ause of short
ran(e of e%e#tron$# $tems and some dou*t the -ua%$t. of the produ#ts on 0h$#h
promot$ona% offers are de#%ared+ The Compan. shou%d ta!e note of th$s+
? Some #ustomers are d$sappo$nted *e#ause of short per$od of promot$ona% offers as
the. $s$t B$( Ba)aar after the offer per$od $s oer+ Su#h #ustomers shou%d *e
#on$n#ed that s$m$%ar offers 0ou%d *e de#%ared soon+
? The durat$on of the d$s#ount offers must *e $n#reased, so that more num*er of
#ustomers #an aa$% the *enef$t+
? Most of the #ustomers prefer #%oth$n( 1;CG2 and (ro#er$es 168G2 , the Compan.
has to attra#t the #ustomers to0ards and e%e#tron$# $tems and furn$tures
? The promot$ona% offers on Bednesda.s #an a%so *e e>tended to Tuesda.s and
Sunda.s so that more num*er of #ustomers 0$%% (et *enef$t of the offers and thus
sa%es $n#rease+
? The emp%o.ees of B$( Ba)aar shou%d *e d$s#oura(ed to ta!e the *enef$t of offers
0h$#h are meant for #ustomers
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(%"(-&+)%"
? Promot$ona% offers p%a. an $mportant ro%e to $n#rease the sa%es $n short terms
? Be%(aum popu%at$on $s e>per$en#$n( a ne0 pattern of shopp$n(
? The #ustomer *u.$n( pattern has #han(ed 0$th the $ntrodu#t$on of B$( Ba)aar $n
Be%(aum
? The foot fa%% has $n#reased at B$( Ba)aar
? Customers are e>posed to ne0 *rands and the. are *e#om$n( *rand sa.
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
A""E'&RE+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
B)B-)%0RAP!$
Boo;s
• Bus$ness Stat$st$#s J G+C+ Berr.
• Adert$sement and Promot$on J Be%#h N Be%#h
• Mar!et$n( Mana(ement J Ph$%$p Kot%er
<e=sites
• 000+panta%oon+#om
• 000+$nd$a$n*us$ness+n$#+$n
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
,7POT,ESIS TESTI5G
,.pothes$s test$n( for attra#t$eness of #ustomers to offers and $ndu#ement for pur#hase
,OI More than <;G of the #ustomers are attra#ted to promot$ona% offers N are $ndu#ed to
ma!e pur#hases
,3I More than <;G of the #ustomers are not attra#ted to promot$ona% offers N are not
$ndu#ed to ma!e pur#hases
LU P / P
s$(ma P
PUC+<; 13/P2UC+6;
5U8;C 5/3U8
P U V95
U =aor$n(
5
U 3<; UC+<<
8;C
S$(ma P U P13/P295/3
U C+<;> C+6;98
U C+CCC@36<;
U C+6C8
LU C+<</C+<;
C+6C8
U C+C6
Cr$t$#a% a%ue K1UW3+<:2 and o*sered a%ue $s C+C6, 0h$#h $s %ess than #r$t$#a% a%ue+
Therefore A##ept ,o
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
,.pothes$s test$n( for pr$#e *etter #ompared to other reta$% shops
,OI More than A;G of the #ustomers f$nd pr$#e *etter than other reta$% stores
,3I More than A;G of the #ustomers do not f$nd pr$#e *etter than other reta$% stores
LUP / P
S$(ma P
PUC+A; 13/P2UC+3;
5U8;C 5/3U8
P U V95
U =aor$n( pr$#e as a fa#tor
5
U 83; UC+::
8;C
S$(ma P U P13/P295/3
U C+A;> C+3;98
U C+CCC;38C;
U C+C88<
LU C+A</C+A;
C+C88<
U C+::
Cr$t$#a% a%ue K1W3+<:2 and o*sered a%ue $s C+::, 0h$#h $s %ess than #r$t$#a% a%ue+
Therefore A##ept ,o
doc_303975914.doc
Retailing in India is witnessing a huge revamping. India is rated the fifth most attractive emerging retail market, estimated to be US$ 200 billions, of which organized retailing (i.e. modern trade) makes up 3 percent or US$ 6.4 billions.
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Questionnaire
Dear Respondents,
I B S PATIL student of MBA IV semester ,BEC DOMS BAGALKOT
hae underta!en a pro"e#t t$t%ed &Effe#t$eness of Promot$ona% offers' at B$( Ba)aar,
*e%(aum+ ,en#e I re-uest .our !$nd #o/operat$on *. spar$n( .our pre#$ous t$me $n
ans0er$n( the fo%%o0$n( -uest$ons and pro$d$n( $nformat$on+
1P%ease mar!?2
32 Are .ou a0are of promot$ona% offers at Big Bazaar4 1If 5o, p%ease (o to -uest$on 5o+ 62
7es ? 5o ?
82 If .es, 0hat 0as the mode of #ommun$#at$on4
TV ? 5e0s Paper ? ,oard$n(s ?
62 D$d .ou not$#e9 hear a*out the promot$ona% offers today4
7es ? 5o ?
:2 ,o0 fre-uent%. .ou $s$t B$( Ba)aar
O##as$ona%%. ? On#e $n a month ? On#e $n a 0ee! ?
Da$%. ? As and 0hen re-u$red ?
;2 The Promot$ona% offers at Big Bazaar are attra#t$e and $ndu#e me to ma!e a pur#hase4
Stron(%. A(ree ? A(ree ? 5e$ther A(ree9 5or D$s/a(ree ? D$s/a(ree ? Stron(%. D$s/a(ree ?
<2 =or 0h$#h ran(e of produ#ts9*rands .ou e>pe#t promot$ona% offers4 1P%ease Ran! from s#a%e 3*e$n( h$(h
to : *e$n( %o0est2
C%oth$n( ? Gro#er$es ? E%e#tron$# $tems ? =urn$ture ?
?2 ,ae .ou aa$%ed an. offers dur$n( .our re#ent $s$ts4 1If 5o, p%ease (o to -uest$on 5o+ @2
7es ? 5o ?
A2 Bhat d$d .ou opt for4
D$s#ount offer ? =ree offer ?
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
@2 Do .ou #ommun$#ate offers at Big Bazaar to .our fr$ends9re%at$es4
7es ? 5o ?
3C2 Bhere do .ou f$nd the fo%%o0$n( *etter 1p%ease mar!?2
At Big Bazaar At other Retail shops
Pr$#e
Dua%$t.
Produ#t ran(e
Promot$ona% Offers
Am*$en#e
332 Do offers ma!e .ou fee% %$!e $s$t$n( Big Bazaar a(a$n4
7es ? 5o ?
!A"# $%&
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
E'E(&)*E +&,,AR$
Reta$%$n( $n Ind$a $s 0$tness$n( a hu(e reamp$n(+ Ind$a $s rated the f$fth most attra#t$e
emer($n( reta$% mar!et, est$mated to *e ESF 8CC *$%%$ons, of 0h$#h or(an$)ed reta$%$n(
1$+e+ modern trade2 ma!es up 6 per#ent or ESF <+: *$%%$ons+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Reta$% $s one of *oom$n( se#tors $n Ind$a+ Reta$% #ontr$*utes around 3CG of Ind$aHs GDP
and AG of emp%o.ment+ Reo%ut$on has ta!en pa%a#e $n Ind$a 0$th $ntrodu#t$on of
spra0%$n( shopp$n( #enters, mu%t$p%e>/ ma%%s and hu(e #omp%e>es offer shopp$n(,
enterta$nment and food a%% under one roof+ Reta$% p%a.ers hae a%read. tapped T$er/I #$t$es
and are enter$n( $nto T$er/II #$t$es $n Ind$a+ The (ro0th of reta$% se#tor $n Ind$a $s due to
fo%%o0$n( reasonsI
o Lo0 share of or(an$)ed reta$%$n(
o =a%%$n( rea% estate pr$#es
o In#rease $n d$sposa*%e $n#ome and #ustomer asp$rat$on
o In#rease $n e>pend$ture for %u>ur. $tems
o In#rease $n .oun( 0or!$n( popu%at$on
o ,$(h pa. pa#!ets, nu#%ear fam$%$es
=uture Group $s one of the Countr.Hs %ead$n( *us$ness (roups present $n reta$%, asset
mana(ement, #onsumer f$nan#e, $nsuran#e, reta$% med$a, reta$% spa#es and %o($st$#s+ The
(roupHs f%a(sh$p Compan., Panta%oon Reta$% 1Ind$a2 L$m$ted +Panta%oon Reta$% 1Ind$a2
L$m$ted, $s Ind$aHs %ead$n( reta$%er that operates mu%t$p%e reta$% formats $n *oth the a%ue
and %$fest.%e se(ment of the Ind$an #onsumer mar!et+ The Compan. operates oer ?
m$%%$on s-uare feet of reta$% spa#e, has oer 3CCC stores a#ross ;3 #$t$es $n Ind$a and
emp%o.s oer 8:,CCC peop%e+ The #ompan.Hs %ead$n( formats $n#%ude Panta%oons, a #ha$n
of fash$on out%ets, B$( Ba)aar, a un$-ue%. Ind$an h.permar!et #ha$n, =ood Ba)aar, a
supermar!et #ha$n, Some of $ts other formats $n#%ude, Depot, Shoe =a#tor., Brand
=a#tor., B%ue S!., =ash$on Stat$on, aLL, Top 3C, mBa)aar and Star and S$tara+ The
Compan. a%so operates an on%$ne porta%, future*a)aar+#om+ Panta%oon Reta$% 0as re#ent%.
a0arded the Internat$ona% Reta$%er of the 7ear 8CC? *. the ES/*ased 5at$ona% Reta$%
=ederat$on 15R=2+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
PROMOTIO5AL O==ERS
Mean$n(
Promot$on $s an $mportant mar!et$n( for#e that pro$des e>tra $n#ent$es to a#h$ee sa%es+
Promot$on $s an $mportant mar!et$n( too% as #ompared to adert$sements and sa%es for#e+
Promot$on $s *oth short term and %on( term a#t$$t$es #arr$ed+
R%-E %. PR%,%)%"
? Promot$ons are an e>treme%. a%ua*%e too% for the mar!et$n( of *rands+
? L$!e a%% other too%s, promot$ons #an ma!e a a%ua*%e #ontr$*ut$on to mar!et$n(
0hen the. are proper%. used+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
? Promot$ons are offered to the #ustomers to (et the sa%es and to $n#rease the$r
mar!et share
? The short term promot$ons are to0ards $n#reas$n( the sa%es and the %on( term
sa%es are to0ards $n#reas$n( the #ustomer *ase+
B,E5 TO ESE PROMOTIO5
? A *rands -ua%$t. $s $nfer$or to #ompet$t$on
? A *rands adert$s$n( $s not as persuas$e as #ompet$t$e
? A ne0 *rand $s *e$n( $ntrodu#ed
The Be%(aum popu%at$on $s e>per$en#$n( the ne0 trend of shopp$n(+ B$( Ba)aar $s !no0n
for $ts promot$ons +Th$s sure. 0as #ondu#ted to stud. the “Effectiveness of
Promotional offers at Big Bazaar, Belgaum”.
The ma$n o*"e#t$es to #arr. out these top$#s at B$( Ba)aar are as fo%%o0sI
? To test the effe#t$eness of the #ommun$#at$on of the offers to the #onsumers
? To test the a0areness %ee% amon( pu*%$# 0$th respe#t to offers of B$( Ba)aar
? To assess the attra#t$eness of the offers to #ustomers at B$( Ba)aar
? To f$nd out the #ompet$t$e d$fferen#es of B$( Ba)aar 0$th other Reta$%
#ompet$tors+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
SAMPLI5G
Data Sour#e I Pr$mar. Data
1=rom -uest$onna$re and persona%
$ntera#t$on2
Se#ondar. data JBe*s$te,
Resear#h approa#h I Sure. method
Resear#h Instrument I Duest$onna$re
Samp%e p%an I Persona% Inter$e0
Samp%e un$t I Customers of B$( Ba)aar
Samp%$n( method I Conen$en#e samp%$n(
Samp%e S$)e I 8;C #ustomers
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)"/&+R$ PR%.)-E
Retail +ector in )ndia
Reta$% $s *oom$n( se#tor $n Ind$a+ Reta$%, one of Ind$aHs %ar(est $ndustr$es, has present%.
emer(ed as one of the most d.nam$# and fast pa#ed $ndustr$es 0$th seera% p%a.ers
enter$n( the mar!et+ Reta$% A##ounts for oer 3C per #ent of the #ountr.Hs GDP and
around e$(ht per #ent of the emp%o.ment $n Ind$a+
As the #ontemporar. reta$% se#tor $n Ind$a $s ref%e#ted $n spra0%$n( shopp$n( #enters,
mu%t$p%e>/ ma%%s and hu(e #omp%e>es offer shopp$n(, enterta$nment and food a%% under
one roof, the #on#ept of shopp$n( has a%tered $n terms of format and #onsumer *u.$n(
*eha$or, usher$n( $n a reo%ut$on $n shopp$n( $n Ind$a+ Th$s has a%so #ontr$*uted to %ar(e
s#a%e $nestments $n the rea% estate se#tor 0$th ma"or nat$ona% and (%o*a% p%a.ers
$nest$n( $n dee%op$n( the $nfrastru#ture and #onstru#t$on of the reta$%$n( *us$ness+ The
trends that are dr$$n( the (ro0th of the reta$% se#tor $n Ind$a are
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
• Lo0 share of or(an$)ed reta$%$n(
• =a%%$n( rea% estate pr$#es
• In#rease $n d$sposa*%e $n#ome and #ustomer asp$rat$on
• In#rease $n e>pend$ture for %u>ur. $tems
Another #red$*%e fa#tor $n the prospe#ts of the reta$% se#tor $n Ind$a $s the $n#rease $n the
.oun( 0or!$n( popu%at$on+ In Ind$a, h$(h pa./pa#!ets, nu#%ear fam$%$es $n ur*an areas,
a%on( 0$th $n#reas$n( 0or!$n(/0omen popu%at$on and emer($n( opportun$t$es $n the
ser$#es se#tor+ These !e. fa#tors hae *een the (ro0th dr$ers of the or(an$)ed reta$%
se#tor $n Ind$a+
The reta$%$n( #onf$(urat$on $n Ind$a $s fast dee%op$n( as shopp$n( ma%%s are $n#reas$n(%.
*e#om$n( fam$%$ar $n %ar(e #$t$es+ Bhen $t #omes to dee%opment of reta$% spa#e spe#$a%%.
the ma%%s, the T$er II #$t$es are no %on(er *eh$nd $n the ra#e+
Ind$a $s *e$n( seen as a potent$a% (o%dm$ne for reta$% $nestors from oer the 0or%d and
Ind$a has the top dest$nat$on for reta$%ers for an attra#t$e emer($n( reta$% mar!et+ Ind$aHs
ast m$dd%e #%ass and $ts a%most untapped reta$% $ndustr. are !e. attra#t$ons for (%o*a%
reta$% ($ants 0ant$n( to enter ne0er mar!ets+ Een thou(h Ind$a has 0e%% oer ; m$%%$on
reta$% out%ets, the #ountr. sore%. %a#!s an.th$n( that #an resem*%e a reta$%$n( $ndustr. $n
the modern sense of the term+ Th$s presents $nternat$ona% reta$%$n( spe#$a%$sts 0$th a (reat
opportun$t.+ The or(an$)ed reta$% se#tor $s e>pe#ted to (ro0 stron(er than GDP (ro0th $n
the ne>t f$e .ears dr$en *. #han($n( %$fest.%es, *ur(eon$n( $n#ome and faora*%e
demo(raph$# out%$ne+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
./) in Retail +ector
Reta$%$n( $s the %ar(est pr$ate se#tor $ndustr. $n the 0or%d e#onom. 0$th the (%o*a%
$ndustr. s$)e e>#eed$n( F<+< tr$%%$on and Ind$a $s the top dest$nat$on for reta$% $nestors+
And the further upsur(e $s ant$#$pated $n the reta$% se#tor as the Goernment of opened up
;3G =DI $n s$n(%e *rand reta$% out%ets+ And as the (oernment $s $n a pro#ess to $n$t$ate a
se#ond phase of reforms, $t $s #aut$ous%. e>p%or$n( the aenues for mu%t$/*rand se(ment+
The Goernment $s see!$n( for these opt$ons !eep$n( $n $e0 the e>$st$n( so#$a%
frame0or! of Ind$a and the 0$%% ensure that the entr. of (%o*a% reta$% ($ants do not
d$sp%a#e the e>$st$n( emp%o.ment $n the reta$% *us$ness+
Industr. e>perts are sens$t$e to the po$nt that %o#a% mar!ets hae an ed(e oer the reta$%
$nestors $n Ind$a as the. hae un$-ue adanta(es su#h as an understand$n( of %o#a% needs
and e>tended ser$#e %$!e home de%$er.+ As the =DI $nf%uen#e on the Ind$an reta$% se#tor
sets $n, the tota% s$)e of the reta$% trade $s e>pe#ted to (ro0 e>tens$e%. $n the #om$n(
.ears and the #onsumer se(ments patron$)$n( the *$( ma%%s 0$%% #reate fren). for
or(an$)ed reta$%$n( pred$#t$n( a (ro0th of 8;/6C per #ent per annum oer the ne>t de#ade+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Moreoer, Ind$an reta$% #ha$ns 0ou%d (et $nte(rated 0$th (%o*a% supp%. #ha$ns s$n#e =DI
0$%% *r$n( $n te#hno%o(., -ua%$t. standards and mar!et$n( there*., %ead$n( to ne0
e#onom$# opportun$t$es and #reat$n( more emp%o.ment (enerat$on+
Industr. trends for reta$% se#tor $nd$#ate that or(an$)ed reta$%$n( has ma"or $mpa#t $n
#ontro%%$n( $nf%at$on *e#ause %ar(e or(an$)ed reta$%ers are a*%e to *u. d$re#t%. from
produ#ers at most #ompet$t$e pr$#es+ Bor%d Ban! attr$*utes the open$n( of the reta$%
se#tor to =DI to *e *enef$#$a% for Ind$a $n terms of pr$#e and aa$%a*$%$t. of produ#ts as $t
0ou%d ($e a *oost to food produ#ts, te>t$%es and (arments, %eather produ#ts, et#+, to
*enef$t from %ar(e/s#a%e pro#urement *. $nternat$ona% #ha$nsK $n turn, #reat$n( "o*s
opportun$t$es at ar$ous %ee%s+
(%,PA"$ PR%.)-E
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
.uture 0roup
=uture Group $s one of the #ountr.Hs %ead$n( *us$ness (roups present $n reta$%, asset
mana(ement, #onsumer f$nan#e, $nsuran#e, reta$% med$a, reta$% spa#es and %o($st$#s+ The
(roupHs f%a(sh$p #ompan., Panta%oon Reta$% 1Ind$a2 L$m$ted operates oer ? m$%%$on
s-uare feet of reta$% spa#e, has oer 3CCC stores a#ross ;6 #$t$es $n Ind$a and emp%o.s
oer 8;,CCC peop%e+ Some of $ts %ead$n( reta$% formats $n#%ude, Panta%oons, B$( Ba)aar,
Centra%, =ood Ba)aar, ,ome To0n, eLone, Depot, =uture Mone. and on%$ne reta$%
format, future*a)aar+#om+
=uture Group #ompan$es $n#%udes, =uture Cap$ta% ,o%d$n(s, =uture Genera%$ Ind$a Indus
Lea(ue C%oth$n( and Ga%a>. Enterta$nment that mana(es Sports Bar, Bre0 Bar and
Bo0%$n( Co+
The (roupHs "o$nt enture partners $n#%ude Ita%$an $nsuran#e ma"or, Genera%$, =ren#h
reta$%er ETAM (roup, ES/*ased stat$onar. produ#ts reta$%er, Stap%es In# and EK/*ased
Lee Cooper and Ind$a/*ased Ta%0a%!arHs, B%ue =oods and L$*ert. Shoes+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
=uture GroupHs $s$on $s to, &de%$er Eer.th$n(, Eer.0here, Eer.t$me to Eer. Ind$an
Consumer $n the most prof$ta*%e manner+' The (roup #ons$ders MInd$an/nessH as a #ore
a%ue and $ts #orporate #redo $s / Re0r$te ru%es, Reta$n a%ues+
CORPORATE STATEME5T
.uture 0roup ,anifesto
&=uture' J the 0ord 0h$#h s$(n$f$es opt$m$sm, (ro0th, a#h$eement, stren(th, *eaut.,
re0ards and perfe#t$on+ =uture en#oura(es to e>p%ore areas .et une>p%ored, 0r$te ru%es
.et un0r$ttenK #reate ne0 opportun$t$es and ne0 su##esses+ To str$e for a (%or$ous future
*r$n(s to us our stren(th, our a*$%$t. to %earn, un%earn and re/%earn, our a*$%$t. to eo%e+
=uture Group 0$%% not 0a$t for the =uture to unfo%d $tse%f *ut #reate future s#enar$os $n
the #onsumer spa#e and fa#$%$tate #onsumpt$on *e#ause #onsumpt$on $s dee%opment+
There*., 0$%% effe#t so#$o/e#onom$# dee%opment for our #ustomers, emp%o.ees,
shareho%ders, asso#$ates and partners+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
0roup *ision
=uture Group sha%% de%$er Eer.th$n(, Eer.0here, Eer. t$me for Eer. Ind$an
Consumer $n the most prof$ta*%e manner+
0roup ,ission
The (roup shares the $s$on and *e%$ef that the$r #ustomers and sta!eho%ders sha%% *e
sered on%. *. #reat$n( and e>e#ut$n( future s#enar$os $n the #onsumpt$on spa#e %ead$n(
to e#onom$# dee%opment+
The (roup 0$%% *e the trendsetters $n eo%$n( de%$er. formats, #reat$n( reta$% rea%t.,
ma!$n( #onsumpt$on afforda*%e for a%% #ustomer se(ments J for #%asses and for masses+
The (roup sha%% $nfuse Ind$an *rands 0$th #onf$den#e and rene0ed am*$t$on+
The (roup sha%% *e eff$#$ent, #ost/#ons#$ous and #omm$tted to -ua%$t. $n 0hateer *een
done+
The (roup sha%% ensure that pos$t$e att$tude, s$n#er$t., hum$%$t. and un$ted determ$nat$on
sha%% *e the dr$$n( for#e to *e su##essfu%+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(ore *alues
? Ind$annessI Conf$den#e $n ourse%es+
? Leadersh$pI To *e a %eader, *oth $n thou(ht and *us$ness+
? Respe#t N ,um$%$t.I To respe#t eer. $nd$$dua% and *e hum*%e $n our #ondu#t+
? Introspe#t$onI Lead$n( to purposefu% th$n!$n(+
? OpennessI To *e open and re#ept$e to ne0 $deas, !no0%ed(e and $nformat$on+
? Va%u$n( and 5urtur$n( Re%at$onsh$psI To *u$%d %on( term re%at$onsh$ps+
? S$mp%$#$t. N Pos$t$$t.I S$mp%$#$t. and pos$t$$t. $n our thou(ht, *us$ness+
? Adapta*$%$t.I To *e f%e>$*%e and adapta*%e, to meet #ha%%en(es+
COMPA57 TIMELI5E
,a1or ,ilestones
2345 Compan. $n#orporated as Man) Bear Pr$ate L$m$ted+ Laun#h of Panta%oons
trouser, Ind$aHs f$rst forma% trouser *rand+
2332 Laun#h of BARE, the Ind$an "eans *rand+
2336 In$t$a% pu*%$# offer 1IPO2 0as made $n the month of Ma.+
2337 The Panta%oon Shoppe J e>#%us$e mens0ear store $n fran#h$see format
%aun#hed a#ross the nat$on+ The #ompan. starts the d$str$*ut$on of *randed
(arments throu(h mu%t$/*rand reta$% out%ets a#ross the nat$on+
2338 Oohn M$%%er J =orma% sh$rt *rand %aun#hed+
2335 Panta%oons J Ind$aHs fam$%. store %aun#hed $n Ko%!ata+
6992 B$( Ba)aar, MIs se sasta aur a##ha !ah$ nah$nH / Ind$aHs f$rst h.permar!et
#ha$n %aun#hed+
6996 =ood Ba)aar, the supermar!et #ha$n $s %aun#hed+
6997 Centra% J MShop, Eat, Ce%e*rate In The ,eart Of Our C$t.H / Ind$aHs f$rst
seam%ess ma%% $s %aun#hed $n Ban(a%ore+
6998 =ash$on Stat$on / the popu%ar fash$on #ha$n $s %aun#hed
aLL J Ma %$tt%e %ar(erH / e>#%us$e stores for p%us/s$)e $nd$$dua%s $s %aun#hed
699: =uture Cap$ta% ,o%d$n(s, the #ompan.Hs f$nan#$a% arm %aun#hes rea% estate
funds Ksh$t$" and ,or$)on and pr$ate e-u$t. fund Ind$$s$on+ P%ans fora.s
$nto $nsuran#e and #onsumer #red$t+
Mu%t$p%e reta$% formats $n#%ud$n( Co%%e#t$on $, =urn$ture Ba)aar, Shoe
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
=a#tor., ELone, Depot and future*a)aar+#om are %aun#hed a#ross the nat$on+
Group enters $nto "o$nt enture a(reements 0$th ETAM Group and Genera%$+
BOARD O= DIRECTORS
,r. #ishore Biyani, ,anaging /irector
K$shore B$.an$ $s the Mana($n( D$re#tor of Panta%oon Reta$% 1Ind$a2 L$m$ted and the
Group Ch$ef E>e#ut$e Off$#er of =uture Group+
,r. 0opi;ishan Biyani, <holetime /irector
Gop$!$shan B$.an$, $s a #ommer#e (raduate and has more than t0ent. .ears of
e>per$en#e $n the te>t$%e *us$ness+
,r. Ra;esh Biyani, <holetime /irector
Ra!esh B$.an$, $s a #ommer#e (raduate and has *een a#t$e%. $no%ed $n #ate(or.
mana(ementK reta$% stores operat$ons, IT and e>ports+ ,e has *een $nstrumenta% $n the
$mp%ementat$on of the ar$ous ne0 reta$% formats+
,r. *ed Pra;ash Arya, /irector
Ved Pra!ash Ar.a, $s an en($neer *. tra$n$n( and $s a (raduate of the Ind$an Inst$tute of
Mana(ement, Ahmeda*ad+ Pr$or to "o$n$n( Panta%oon Reta$%, he 0as the CEO of G%o*us+
,r. +hailesh !ari=ha;ti, )ndependent /irector
Shr$ Sha$%esh ,ar$*ha!t$, $s a Chartered A##ountant, Cost A##ountant, and a Cert$f$ed
Interna% Aud$tor+ ,e $s the Deput. Mana($n( Partner of ,ar$*ha!t$ N Co+, Chartered
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
A##ountants and past pres$dent of Ind$an mer#hant Cham*ers+ ,e $s on the Board of
seera% Pu*%$# L$m$ted Compan$es, $n#%ud$n( Ind$an Petro#hem$#a%s Corporat$on Ltd+,
Am*u"a Cement Eastern Ltd+ et#+ ,e $s on the Board of Compan. s$n#e Oune 3, 3@@@+
,r. + /ores>amy, )ndependent /irector
S+ Dores0am., $s a former Cha$rman and Mana($n( D$re#tor of Centra% Ban! of Ind$a
and seres on the *oard of DSP Merr$%% L.n#h Trustee Co and Ceat L$m$ted amon(
PA"A-%%"+ .%RE RA$
2. /epot
Boo;s, ,usic ? 0ifts
Depot $s one of the .oun(est *rands from the Panta%oon sta*%e and $s a tr$*ute to our
freedom of thou(ht, spee#h and e>press$on shared $n a noe% fash$on 0$th #ustomers
as *oo!s, mu%t$med$a, to.s, stat$onar. and ($fts+
At Depot, *oo! %oers are offered a ran(e of *oo!s that meet the needs and preferen#e
of eer. a(e (roup+ =rom f$#t$on to (enera% referen#e, mana(ement and #h$%drenHs
mater$a%, .ou 0$%% f$nd $t a%% at Depot+ Mus$# *uffs are $n$ted to se%e#t from a 0$de
#ate(or. of mus$# CDs and #assettes+
6. .uture=azaar.com
=uture*a)aar+#om offers the 0$dest ran(e of produ#ts at M%o0est pr$#es J eer.da.PH
,a$n( p$oneered the reta$%$n( *us$ness $n Ind$a, =uture*a)aar+#om has no0 de#$ded
to reo%ut$on$)e the #onsumer e/#ommer#e *us$ness $n Ind$a+ It $ntends to pro$de
#ustomers 0$th a stream%$ned, eff$#$ent and 0or%d #%ass persona%$)ed shopp$n(
e>per$en#e, 0h$#h 0$%% *e supported 0$th the *est te#hno%o(. p%atform+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
=uture Ba)aar has *een named as the Best Ind$an Be*s$te 8CC? $n the Shopp$n(
#ate(or. *. PC Bor%d+
=uture Ba)aar 0on the top spot after *eat$n( other esta*%$shed p%a.ers %$!e Red$ff,
Ind$at$mes, S$f., e*a., Ind$ap%a)a, Chenna$ Ba)aar and Ind$a Ma%%+ The a0ard 0as
presented to =uture Ba)aar for $ts Qde#ent, no/nonsense approa#h, 0h$%e pro$d$n( a
(ood shopp$n( e>per$en#eQ+
@. "avaras
5aaras, a f$ne 88 #arat pure (o%d and d$amond "e0e%%er. *rand, $s reta$%ed from B$(
Ba)aar stores+=uture Group has reo%ut$on$)ed the Ind$an "e0e%%er. mar!et 0$th the
%aun#h of 5aaras, 0h$#h offers *randed, pure and des$(n d$fferent$ated "e0e%%er. at
#ompet$t$e pr$#es $n a h.permar!et set/up $n %$ne 0$th the eo%$n( *u.$n( *eha$our of
#onsumers+ The rat$ona%e *eh$nd th$s $s that 0$th h$(her d$sposa*%e $n#omes, for
#onsumers toda. (o%d and other "e0e%%er. pur#hases too hae *e#ome $mpu%s$e *u.$n(
a#t$$t$es+ ,en#e, 5aaras 0$th$n B$( Ba)aar+ 5aaras offers a #omp%ete f$ne "e0e%%er.
shopp$n( e>per$en#e, desp$te *e$n( 0$th$n the #onf$nes of a h.per mar!et+
:+ %P 29
Top 3C, the #oo% offer$n( from =uture Group, offers the %atest $n fash$on and st.%e+ Th$s
format $s *ased on the #on#ept of the eer popu%ar #ountdo0n sho0s, 0here the trend$est
st.%es (et ran!ed from 3 to 3CK the h$(hest se%%$n( $tem (ets the h$(hest ran!$n(P
Keep$n( pa#e 0$th fast #han($n( fash$on needs, Top 3C stores empo0ers the .outh to
ma!e a d$st$n#t$e fash$on statement throu(h eas$%. afforda*%e appare% #o%%e#t$ons and
a##essor$es+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Top 3C stores sto#! a 0$de ran(e of Messa(e Tees , =ash$on Tees ,Coo% Tees 1for (u.s
and (a%s2, #asua%s, #ar(oes, sports 0ear N s!$rts+ A un$-ue offer$n( of th$s format are
TAsh$rts 0$th #o%%e(e names pr$nted on them, 0here$n one #an ote for oneHs #o%%e(e
name and (et oneHs #o%%e(e name produ#ts #ustom/made+
;+ ulsi
he medical =azaar
Tu%s$ the Med$#$ne Ba)aar $s a pharma#. housed 0$th$n B$( Ba)aars and =ood Ba)aars at
oer 6; %o#at$ons a%% oer Ind$a +
A$m$n( to offer outstand$n( profess$ona% ser$#e from a #ar$n( and fr$end%. en$ronment+
Be are prepared to (o the e>tra m$%e or pro$de that %$tt%e e>tra (u$dan#e and to #are for
.our needs throu(h our ,ea%th#are en-u$r. s.stem+
:. ,r. R)0!
=uture Ser$#es *r$n(s Mr+ R$(ht / a re%$a*%e resour#e 0ho $s a%0a.s read. to perform an.
tas! or attend to an. re-u$rement+ =or the er. f$rst t$me $n Ind$a Be $t f$>$n( p%um*$n( to
pro$d$n( ser$ous f$nan#$a% ad$#e, no "o* $s too *$( or sma%%+
Mr+ R$(ht $s en$sa(ed to *e a one stop so%ut$on for a%% the ser$#e needs and 0$%% offer
ar$ous $nnoat$e ser$#es+ Mr+ R$(ht 0$%% operate $n the fo%%o0$n( ser$#e #ate(or$es /
Et$%$t. ser$#es, ,ome Improement, Trae%, Eent N Bedd$n( P%ann$n(, Beaut. N
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Be%%ness and Ad$sor. Ser$#es+ Current%. offer$n( ser$#es %$!e ,ome C%ean$n(, Pest
Contro%, Trae% N ,e%pmate+ Soon to %aun#h Astro%o(., Shoe %aundr., ,e%pRhome
?+ Pantaloons .resh fashion
Panta%oons =resh =ash$on stands out as a fash$on trendsetter, on the %$nes of ho0 fash$on
$s fo%%o0ed $nternat$ona%%.+ The M%oo!H and M0hatHs $nH toda. for the season $s sa#rosan#t+
Panta%oons ta!es $ts prom$se of Sfresh fash$onS er. ser$ous%. ma!$n( aa$%a*%e to $ts
#ustomers the %atest $n fash$on eer. 0ee!P
A%% Panta%oons stores ref%e#t the ne0 $deo%o(. // =resh =ee%$n(, =resh Att$tude, =resh
=ash$on+ The stores offer fresh #o%%e#t$ons and are $sua%%. st$mu%at$n( than!s to
appea%$n( $nter$ors and attra#t$e produ#t d$sp%a.P
The f$rst Panta%oons 0as opened $n Gar$ahat $n 3@@?+ Oer the .ears, $t has under(one
seera% trans$t$ons+ Bhen $t 0as f$rst %aun#hed, th$s store most%. so%d e>terna% *rands+
Gradua%%., $t started reta$%$n( a m$> of e>terna% *rands 0h$%e at the same t$me $ntrodu#ed
$ts o0n pr$ate *rands+ In$t$a%%. pos$t$oned as a fam$%. store, $t f$na%%. eered to0ards
*e#om$n( a fash$on store 0$th an emphas$s on S.outhS and #%ear fo#us on Mfresh fash$onH+
8. a--
aLL houses a 0$de ran(e of read./to/0ear fash$ona*%e #%othes and a##essor$es that are
other0$se not eas$%. aa$%a*%e for p%us s$)e #ustomers+ aLL *r$n(s forth a 0$de #o%%e#t$on
of st.%$sh #%oth$n( to se%e#t from, *e $t Bestern 0ear, Indo/0estern or Ethn$# 0ear $n *oth
=orma% and Casua% #ate(or$es+ aLL a%so offers mat#h$n( a##essor$es %$!e *e%ts, t$es, and
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
hand*a(s $n a perfe#t s$)e and f$t. The stores are aesthet$#a%%. and sens$t$e%. des$(ned to
#ater to th$s n$#he set of #ustomers 0ho %oe the open 0$de spa#es, #%ean #ut %$nes, paste%
#o%ours that ma!e up the $n$t$n( store %a.out and the een more remar!a*%e #ustomer
fr$end%. staff that are present to ass$st them $n eer. 0a.+
3. (entral
Laun#hed $n Ma.SC: at Ban(a%ore, Centra% $s a sho0#ase, seam%ess ma%% and the f$rst of
$ts !$nd $n Ind$a+ The thou(ht *eh$nd th$s p$oneer$n( #on#ept 0as to ($e #ustomers an
uno*stru#ted and a pure shopp$n( e>per$en#e and to ensure the *est *rands $n the Ind$an
mar!et are made aa$%a*%e to the d$s#ern$n( Ind$an #ustomer+
Centra% offers eer.th$n( for the ur*an asp$rat$ona% shopper to shop, eat and #e%e*rate+
Lo#ated $n the heart of the #$t., Centra% *e%$ees $ts #ustomers shou%d not hae to trae%
%on( d$stan#es to rea#h usK $nstead 0e must *e present 0here #ustomers fre-uent%. $s$t+
Centra% houses oer 6CC *rands a#ross #ate(or$es, su#h as appare%, foot0ear and
a##essor$es for 0omen, men, #h$%dren and $nfants, apart from a 0ho%e ran(e of Mus$#,
Boo!s, Coffee Shops, =ood Courts, Super Mar!ets 1=ood Ba)aar2, =$ne D$n$n(
Restaurants, Pu*s and D$s#othe-ues+ The ma%% a%so has a separate se#t$on for ser$#es
su#h as Trae%, =$nan#e, Inestment, Insuran#e, Con#ert9C$nema T$#!et Boo!$n(, B$%%
Pa.ments and other m$s#e%%aneous ser$#es+ In add$t$on, Centra% houses Centra% S-uare,
a ded$#ated spa#e for produ#t %aun#hes, $mpromptu eents, dar$n( d$sp%a.s, e>#$t$n(
sho0s, and art e>h$*$t$ons+
10. .ashion +tation
=ash$on Stat$on $s the #ompan.Ss offer$n( from the$r a%ue reta$% p%atform+ A themat$#
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
store, =ash$on Stat$on $s an attempt to offer fash$on for0ard produ#ts to the mass mar!et+
Ca%%ed a f$rst of $ts !$nd fash$on dest$nat$on, =ash$on Stat$on houses a 0$de se%e#t$on of
trend. appare%s+ The ESP of the store $s S=ash$on that f$ts .our *ud(etS, 0h$#h trans%ates to
(reat dea%s on appare% N a##essor$es for Men, Bomen and Ch$%dren+
22. .ood Bazaar
=ood Ba)aar $n$tes .ou for a shopp$n( e>per$en#e, un$-ue *. $ts am*$en#e+ At =ood
Ba)aar .ou 0$%% f$nd a h$therto unseen *%end of a t.p$#a% Ind$an Ba)aar and
Internat$ona% supermar!et atmosphere+
=%a((ed off $n Apr$%HC8, =ood Ba)aar $s a #ha$n of %ar(e supermar!ets 0$th a
d$fferen#e, 0here the *est of Bestern and Ind$an a%ues hae *een put to(ether to
ensure .our sat$sfa#t$on and #omfort 0h$%e shopp$n(+
The 0estern a%ues of #onen$en#e, #%ean%$ness and h.($ene are offered throu(h pre
pa#!ed #ommod$t$es and the Ind$an a%ues of QSee/Tou#h/=ee%Q are offered throu(h
the &*a)aar/%$!e' atmosphere #reated *. d$sp%a.$n( stap%es out $n the open, a%% at er.
e#onom$#a% and afforda*%e pr$#es 0$thout an. #omprom$se on -ua%$t.+
26. Blue +;y
B%ue S!. $s a nat$ona% #ha$n of stores offer$n( a 0$de se%e#t$on of *randed and pr$ate
%a*e% sun(%asses and 0at#hes+ B%ue S!. has *een des$(ned to address an e>#$t$n( and
(ro0$n( mar!et for a##essor$es+ Customers (et a 0$de and $nterest$n( #o%%e#t$on of
fash$on *rands from a#ross the 0or%d.
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
2@. +tar ? +itara
Star N S$tara, a un$-ue *eaut. sa%on for men and 0omen, $ntrodu#es man. ne0 features
and produ#ts for the f$rst t$me $n Ind$a+ At Star N S$tara 0e a$m to demo#rat$se sa%on
ser$#es for eas. a##ess to a%% and de%$er -ua%$t. ser$#e at er. afforda*%e pr$#es+ Star
N S$tara eo!es a theme of Bo%%.0ood and prom$ses to ma!e .ou a Star 1S$tara $n
,$nd$2 The spa#e, dT#or, %$(ht$n( $s rem$n$s#ent of mo$es and 0$%% transport .ou from
the ord$nar. 0or%d to that of the Mree%H 0or%d+
Star N S$tara pro$des a%% s!$n and ha$r re%ated *eaut. ser$#e+ The sa%on $s spa#$ous and
the atmosphere re%a>ed+ Men, 0omen and #h$%dren #an eas$%. f$nd a ser$#e to #ater to
the$r need+ But the fo#a% and n$#he e%ement of our sa%on $s the afforda*%e and attra#t$e
pr$#$n(+
14. Big Bazaar
B$( Ba)aar $s not "ust another h.permar!et+ It #aters to eer. need of .our fam$%.+
Bhere B$( Ba)aar s#ores oer other stores $s $ts a%ue for mone. propos$t$on for the
Ind$an #ustomers+
At B$( Ba)aar, .ou 0$%% def$n$te%. (et the *est produ#ts at the *est pr$#es / thatHs 0hat
0e (uarantee+ B$th the eer $n#reas$n( arra. of pr$ate %a*e%s, $t has opened the doors
$nto the 0or%d of fash$on and (enera% mer#hand$se $n#%ud$n( home furn$sh$n(s,
utens$%s, #ro#!er., #ut%er., sports (oods and mu#h more at pr$#es that 0$%% surpr$se .ou+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
And th$s $s "ust the *e($nn$n(+ B$( Ba)aar p%ans to add mu#h more to #omp%ete .our
shopp$n( e>pere$n#e+
)"R%/&()%" %. %P)(
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
itle of Pro1ectB “Effectiveness of Promotional offers at Big Bazaar, Belgaum”
,eaning
Promot$on $s an $mportant mar!et$n( for#e that pro$des e>tra $n#ent$es for short term
sa%es+ Promot$on p%a.s an $mportant ro%e 0$th adert$sements and se%%$n( efforts+
he role and mechanics of promotion
Promot$ons are an e>treme%. a%ua*%e too% for the mar!et$n( of (oods+ L$!e a%% other
too%s, promot$ons #an ma!e a a%ua*%e #ontr$*ut$on to mar!et$n(+
Promotion functionI The fun#t$on of promot$on $s to a##e%erate a#t$on stated *. other
mar!et$n( a#t$$t$es+ Promot$on a#ts as a #ata%.st to a##e%erate a#t$on, pr$mar$%. on the
part of the #onsumer+ It supp%ements, *ut $s not a su*st$tute for, adert$s$n( and se%%$n(
efforts+
Promot$on a##e%erates a#t$on *. #han($n( the pr$#e J a%ue re%at$onsh$p of the *rand
Eer. produ#t has an esta*%$shed a%ue $n the m$nds of the #onsumer+ Th$s $s 0hat the
#onsumer $s norma%%. 0$%%$n( to e>pend 1$n mone.2 for 0hat he (ets, or th$n!s *e (ets,
0hen he *u.s the produ#t+
Promot$on #han(es th$s pr$#e/a%ue re%at$onsh$p to the po$nt 0here the $nd$$dua% $s
st$mu%ated to ta!e a des$red a#t$on+ It does th$s $n most #ases e$ther *. %o0er$n( the pr$#e
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
or *. $n#reas$n( the a%ue of the produ#t or *oth
<hen to use promotionI
The need for promot$on ar$es *e#ause
3+ A *randHs -ua%$t. $s $nfer$or to #ompet$t$onK
8+ A *randHs adert$s$n( $s not as persuas$e as #ompet$t$e #op.K or
6+ A ne0 *rand $s *e$n( $ntrodu#ed
PromotionCs role in the life cycle of a =rand
At ea#h sta(e $n a *randHs %$fe #.#%e a d$fferent de(ree of promot$ona%
emphas$s $s re-u$red+
"e> ProductB A ne0 produ#t #an usua%%. prof$t from su*stant$a% promot$on support J $f
the produ#t, the adert$s$n(, d$str$*ut$on and pr$#e are r$(ht+
The promot$on #an tru%. perform $ts fun#t$on of a##e%erat$n( tr$a% and pur#hase of a *rand
0hose a%ue has not .et *een fu%%. esta*%$shed $n the m$nds of a%% #onsumers+ A%thou(h
(ood adert$s$n( on a ne0 *rand 0$%% persuade man. #onsumers to tr. the *rand, $t $s not
%$!e%. to persuade eer. %o($#a% prospe#t to ta!e $mmed$ate a#t$on+ Thou(h the
adert$s$n( does not -u$#!%. moe to a#t$on re-u$re an e>tra $n#ent$e, su#h as a free
samp%e or #oupon or some other de$#e that $n#reases the a%ue of the *rand, or %o0ers $ts
pr$#e, to the po$nt 0here the prospe#t de#$des to *u. $t+ If the produ#t $s of (ood -ua%$t.,
promot$on thus he%ps to esta*%$sh $ts a%ue -u$#!%. $n the m$nds of more peop%e+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
0ro>ing BrandB There are $nd$#at$ons, $n#$denta%%., that man. ne0 *rands 1*ut not a%%2
rea#h the$r share/of/mar!et pea! 0$th$n s$> months to a .ear after the #omp%et$on of the$r
$ntrodu#t$on+ Th$s %eads to the #on#%us$on that a *rand of proen produ#t and adert$s$n(
#op. super$or$t. 0ou%d *e 0e%% ad$sed to meet ma>$mum tr$a% dur$n( the $ntrodu#tor.
per$od *. spend$n( hea$%. $n the adert$s$n( med$a and on the promot$ona% de$#es that
are most effe#t$e $n rea#h$n( the *randHs *est %on(term prospe#t$e #onsumers+
Inestment at the h$(hest pra#t$#a*%e %ee% $n effe#t$e adert$s$n( and promot$on dur$n(
the $ntrodu#tor. sta(e, therefore J *. -u$#!%. a#h$e$n( a h$(h fran#h$se %ee% J #an
esta*%$sh a *us$ness that $s %ess u%nera*%e to #ompet$t$on and that returns h$(her %ee% of
prof$t $n the fo%%o0$n( .ears+
+ta=le BrandB An esta*%$shed, (ro0$n( *rand (enera%%. re-u$res m$n$ma% promot$on
support, usua%%. of a se%e#t$e nature+ The produ#t and $ts adert$s$n( are st$%% e-ua% to or
*etter than #ompet$t$on+ A h$(h proport$on of potent$a% #ustomers hae tr$ed the *rand
And man. hae *e#ome more or %ess re(u%ar users+
In su#h a hea%th. s$tuat$on, the "o* that promot$on has to do usua%%. $s mu#h narro0er and
more spe#$a%$)ed+ It #an *e used for su#h spe#$f$# purposes as $mpro$n( d$str$*ut$on on
%ar(e s$)es, attra#t$n( ne0 users from fr$n(e (roups or areas 0here usa(e %ee%s are *e%o0
potent$a%, or $n#reas$n( the #onsumpt$on amon( present users+ Tota% promot$on
e>pend$tures, ho0eer, #an *e #ut *a#! to %ee%s that (enerate opt$mum prof$ts J so %on(
as the *rand #ont$nues to represent super$or a%ue for the pr$#e+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
/eclining BrandB A mature, sta*%e *rand ma. need $n#reased promot$ona% support as
#ompet$t$on *e($ns to mat#h $t $n produ#t -ua%$t. and $n the persuas$eness of $ts
adert$s$n( #op., or as the *rand rea#hes $ts natura% fran#h$se %ee%+ Bhen th$s happens,
Gro0th #eases, sa%es and share %ee% off+
A de#%$n$n( *rand ma. need mu#h hea$er promot$on support as $t *e#omes o%d and out/
dated *. ne0 or $mproed #ompet$t$e *rands+ Efforts to $mproe the *randHs -ua%$t. and
$ts adert$s$n( #op. to e-ua% #ompet$t$on ma. hae *een unsu##essfu%+ In#reas$n( the
adert$s$n( appropr$at$on ma. not he%p J and ma., $n fa#t, mere%. redu#e prof$ts+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
MAOOR T7PES O= CESTOMER PROMOTIO5S
3+Samp%$n(I D$str$*ut$on of free spe#$a% or re(u%ar s$)e pa#!a(e to #onsumers
8+Coupon$n(I D$str$*ut$on of #ert$f$#ates 0$th a stated monetar. or mer#hand$)e a%ue
0h$#h the #onsumer redeems throu(h a reta$%er to0ards the pur#hase of the
spe#$f$ed $tem+
6+ Demonstrat$onsI An $%%ustrat$on or demonstrat$on of ho0 a produ#t $s prepared
and9or used, fre-uent%. $no%$n( #onsumer tast$n( of food produ#ts and usua%%.
$no%$n( the presen#e of a home e#onom$st or other tra$ned representat$e+
:+ Pr$#e pa#!sI Offers to #onsumers of sa$n(s off the re(u%ar pr$#e of a produ#t,
f%a((ed on the %a*e%+ E>I A redu#ed pr$#e pa#!s+
;+ =ree tr$a%sI In$t$n( #ustomers for free tr$a%s of produ#ts 0$thout #ost+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
RE+EAR(! ,E!%/%-%0$
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)-E %. !E PR%DE(
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”+
OBOECTIVES
? To test the effe#t$eness of the #ommun$#at$on of the offers to the #onsumers
? To test the a0areness %ee% amon( pu*%$# 0$th respe#t to offers of B$( Ba)aar
? To assess the attra#t$eness of the offers to #ustomers at B$( Ba)aar
? To f$nd out the #ompet$t$e d$fferen#es of B$( Ba)aar 0$th other Reta$%
#ompet$tors+
RE+EAR(! ,E!%/%-%0$
/ata +ource B Primary /ata
E.rom Fuestionnaire and personal
interactionG
+econdary data H<e=site,
Research approach B +urvey method.
Research )nstrument B Questionnaire
+ample plan B Personal )ntervie>
+ample unit B (ustomers of Big Bazaar
+ampling method B (onvenience sampling
+ample +ize B 689 customers
/&RA)%" %. PR%DE(
Durat$on of the Pro"e#t 3C
th
De# 8CC? to 8?
th
Apr$% 8CCA+
-),AA)%" %. +&/$
• Customers d$d not respond, so I had to f$nd man. #ustomers for sure.
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
!$P%!E+)+ E++
32 ,.pothes$s test$n( for attra#t$eness of #ustomers to offers and $ndu#ement for
pur#hase
,OI More than <;G of the #ustomers are attra#ted to promot$ona% offers N are $ndu#ed to
ma!e pur#hases
,3I More than <;G of the #ustomers are not attra#ted to promot$ona% offers N are not
$ndu#ed to ma!e pur#hases
82 ,.pothes$s test$n( for pr$#e *etter #ompared to other reta$% shops
,OI More than A;G of the #ustomers f$nd pr$#e *etter than other reta$% stores
,3I More than A;G of the #ustomers do not f$nd pr$#e *etter than other reta$% stores
The h.pothes$s test 0as #arr$ed out and the resu%ts are put $nto Anne>ure
Are you aware of promotional offers at Big Bazaar
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
0RAP!+ A"/ .)"/)"0+
(onceptB To sure. 0hether the #ustomers $s$t$n( at B$( Ba)aar are a0are of the
Promot$ona% offers
a=le "oB 2
Are you aware of promotional offers at Big Bazaar
210 84.0 84.0 84.0
40 16.0 16.0 100.0
250 100.0 100.0
Yes
No
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 2
)nterpretationB Ma"or$t. 1A:G2 of the #ustomers sure.ed 0ere a0are of the
Promot$ona% offers at B$( Ba)aar
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB To stud. mode of #ommun$#at$n( promot$ona% offers to the #ustomers
a=le "oB 6
What was the mode of Communication
!5 14.0 16." 16."
1!6 54.4 64.8 81.4
!# 15.6 18.6 100.0
210 84.0 100.0
40 16.0
250 100.0
TV
Ne$s Pa%er
&ordin's
Total
Valid
(ystem )issin'
Total
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 6
*+at $as t+e mode o, Communication
*+at $as t+e mode o, Communication
&ordin's Ne$s Pa%er TV
P
e
r
c
e
n
t
"0
60
50
40
!0
20
10
0
1#
65
1"
)nterpretationB 5e0s paper 0as the most effe#t$e mode for #ommun$#at$on, fo%%o0ed
*. hoard$n(s and TV adert$sements+
Did you notice/hear about the Promotional offers Today
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB To #he#! the a%ertness of #ustomers to0ards the announ#ements made at B$(
Ba)aar dur$n( shopp$n(
a=le "oB @
Did you notice/hear about the Promotional offers Today
2!2 #2.8 #2.8 #2.8
18 ".2 ".2 100.0
250 100.0 100.0
Yes
No
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB @
How freuently you !isit Big Bazaar
-s and $+en
required
.aily /nce in a $ee0 /nce in a mont+ /ccasionaly
P
e
r
c
e
n
t
60
40
20
0
How freuently you !isit Big Bazaar
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)nterpretationB Promot$ona% offers are not$#ed and heard *. the #ustomers dur$n( the$r
shopp$n(
(onceptB To stud. fre-uen#. the samp%e #ustomers $s$ted B$( Ba)aar
a=le "oB 7
How freuently you !isit Big Bazaar
Frequency Percent Valid Percent
Cumulatie
Percent
Valid /ccasionally # !.6 !.6 !.6
/nce in a mont+
42 16.8 16.8 20.4
/nce in a $ee0
16! 65.2 65.2 85.6
.aily
4 1.6 1.6 8".2
-s and $+en required
!2 12.8 12.8 100.0
Total
250 100.0 100.0
0raph "oB 7
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)nterpretationB :8G of the #ustomers $s$t B$( Ba)aar on#e $n a 0ee!, e$ther on
Bednesda. or 0ee! ends, fo%%o0ed *. #ustomers $s$t$n( on#e $n a month and as and
0hen re-u$red+
(onceptB Effe#t$eness of promot$ona% offers $ndu#$n( the #ustomers to ma!e pur#hases
a=le "oB 8
Promotional offers at Big Bazaar are attracti!e and induce me to ma"e a purchase
65 26.0 26.0 26.0
100 40.0 40.0 66.0
56 22.4 22.4 88.4
2# 11.6 11.6 100.0
250 100.0 100.0
(tron'ly -'ree
-'ree
Neit+er -'ree1Nor
.is2a'ree
.is2a'ree
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 8
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Promotional o,,ers at 3i' 3a4aar are attractie and induce me to ma0e a
Promotional o,,ers at 3i' 3a4aar are attractie and induce me to ma0e a
.is2a'ree Neit+er -'ree1Nor .i -'ree (tron'ly -'ree
P
e
r
c
e
n
t
50
40
!0
20
10
0
12
22
40
26
)nterpretationB 8<G stron(%. a(ree, :CG a(ree, 88G ne$ther a(ree nor d$s/a(ree and
rema$n$n( #ustomers d$s/a(ree
(onceptB To stud. #ustomers preferen#es of the #ommod$t$es
a=le "oB :
#an" the products that you e$pect promotional offers
125 50.0 50.0 50.0
80 !2.0 !2.0 82.0
!2 12.8 12.8 #4.8
1! 5.2 5.2 100.0
250 100.0 100.0
Clot+in'
5roceries
6lectronic items
Furnitures
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
#an" the products that you e$pect promotional offers
Furnitures 6lectronic items 5roceries Clot+in'
P
e
r
c
e
n
t
50
40
!0
20
10
0
#an" the products that you e$pect promotional offers
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
0raph "oB :
)nterpretationB Customers preferred #%oth$n( fo%%o0ed *. (ro#er$es, e%e#tron$# $tems and
furn$tures
(onceptB To stud. 0hether #ustomers aa$%ed *enef$t of promot$ona% offers
a=le "oB 5
Ha!e you a!ailed any offers during your recent !isit
214 85.6 85.6 85.6
!6 14.4 14.4 100.0
250 100.0 100.0
Yes
No
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
Ha!e you a!ailed any offers during your recent !isit
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
0raph "oB 5
)nterpretationB Ma"or$t. 1A;G2 of #ustomers aa$%ed *enef$t of promot$ona% offers
(onceptB Bhat d$d .ou opt for4
The #ustomers ma. (o $n for =ree offers or d$s#ount offers+ To stud. the #ustomers
preferen#e of offers th$s -uest$on 0as as!ed+
a=le "oB 4
*+at did you o%t ,or
)issin'
Free o, , er
.iscount o, , er
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
What did you opt for
#1 !6.4 42.5 42.5
12! 4#.2 5".5 100.0
214 85.6 100.0
!6 14.4
250 100.0
.iscount o,,er
Free o,,er
Total
Valid
(ystem )issin'
Total
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 4
)nterpretationB
G of the #ustomers aa$%ed =ree offers 6<G aa$%ed D$s#ount offers+(onceptB D$d #ustomers #ommun$#ate *enef$t of promot$ona% offers to the$r fr$ends and
re%at$es
a=le "oB 3
Do you communicate offers at Big Bazaar to your friends
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
Do you communicate offers at Big Bazaar to your friends
218 8".2 8".2 8".2
!2 12.8 12.8 100.0
250 100.0 100.0
Yes
No
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 3
)nterpretationB Ma"or$t. 1A?G2 of #ustomers d$d #ommun$#ate *enef$ts of promot$ona%
offers to the$r fr$ends and re%at$es+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB Bhere do .ou f$nd the fo%%o0$n( *etter4
3+ Pr$#e
8+ Dua%$t.
6+ Produ#t ran(e
:+ Promot$ona% offers
;+ Am*$en#e
Price
/t+er retail stores 3i' 3a4aar
P
e
r
c
e
n
t
100
80
60
40
20
0
Price
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB Pr$#e
a=le "oB 29
Price
215 86.0 86.0 86.0
!5 14.0 14.0 100.0
250 100.0 100.0
3i' 3a4aar
/t+er retail stores
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 29
)nterpretationB A<G of #ustomers f$nd pr$#e *etter #ompared to other reta$% stores
%uality
/t+er retail stores 3i' 3a4aar
P
e
r
c
e
n
t
80
60
40
20
0
%uality
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB Dua%$t.
a=le "oB 22
%uality
1#0 "6.0 "6.0 "6.0
60 24.0 24.0 100.0
250 100.0 100.0
3i' 3a4aar
/t+er retail stores
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 22
)nterpretationB Dua%$t. at B$( Ba)aar $s (ood as #ompared to other reta$% stores
(onceptB Produ#t Ran(e
#ange
/t+er retail stores 3i' 3a4aar
P
e
r
c
e
n
t
100
80
60
40
20
0
#ange
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
a=le "oB 26
#ange
240 #6.0 #6.0 #6.0
10 4.0 4.0 100.0
250 100.0 100.0
3i' 3a4aar
/t+er retail stores
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 26
)nterpretationB 1@<2G of Customers fee% produ#t ran(e (ood at B$( Ba)aar
&ffers
/t+er retail stores 3i' 3a4aar
P
e
r
c
e
n
t
100
80
60
40
20
0
&ffers
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB Promot$ona% offers
a=le "oB 2@
&ffers
218 8".2 8".2 8".2
!2 12.8 12.8 100.0
250 100.0 100.0
3i' 3a4aar
/t+er retail stores
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 2@
)nterpretationB Promot$ona% offers are (ood #ompared to other reta$% stores
Ambience
/t+er retail stores 3i' 3a4aar
P
e
r
c
e
n
t
100
80
60
40
20
0
Ambience
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB Am*$en#e
a=le "oB 27
Ambience
242 #6.8 #6.8 #6.8
8 !.2 !.2 100.0
250 100.0 100.0
3i' 3a4aar
/t+er retail stores
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 27
)nterpretationB Ma"or$t. 1@?G2 of the #ustomers f$nd Am*$en#e er. (ood
Do offers ma"e you feel li"e !isiting Big Bazaar
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(onceptB To stud. 0hether Customers fee% %$!e #om$n( to B$( Ba)aar to aa$% the
*enef$ts of the offers
a=le "oB 28
Do offers ma"e you feel li"e !isiting Big Bazaar
226 #0.4 #0.4 #0.4
24 #.6 #.6 100.0
250 100.0 100.0
Yes
No
Total
Valid
Frequency Percent Valid Percent
Cumulatie
Percent
0raph "oB 28
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
)nterpretationB Ma"or$t. 1@CG2 of #ustomers are attra#ted to offers and hen#e the. 0$%%
shop fre-uent%. at B$( Ba)aar
.)"/)"0+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
• Ma"or$t. 1A:G2 of the #ustomers sure.ed 0ere a0are of the Promot$ona% offers
at B$( Ba)aar
• 5e0spaper 0as the most effe#t$e mode for #ommun$#at$on, fo%%o0ed *.
hoard$n(s and TV adert$sements+
• Promot$ona% offers are not$#ed and heard *. the #ustomers dur$n( the$r shopp$n(
• :8G of the #ustomers $s$t B$( Ba)aar on#e $n a 0ee!, e$ther on Bednesda.s or
0ee! ends, fo%%o0ed *. #ustomers $s$t$n( on#e $n a month and as/and/0hen
re-u$red+
• 8<G stron(%. a(ree, :CG a(ree, 88G ne$ther a(ree nor d$sa(ree and rema$n$n(
#ustomers d$sa(ree
• Customers preferred #%oth$n( fo%%o0ed *. (ro#er$es, e%e#tron$# $tems and
furn$tures
• Ma"or$t. 1A;G2 of #ustomers aa$%ed *enef$t of promot$ona% offers
•
G of the #ustomers aa$%ed =ree offers 6<G aa$%ed D$s#ount offers+• Ma"or$t. 1A?G2 of #ustomers d$d #ommun$#ate *enef$ts of promot$ona% offers to
the$r fr$ends and re%at$es+
• A<G of #ustomers f$nd pr$#e *etter #ompared to other reta$% stores
• Customers found Dua%$t. at B$( Ba)aar (ood as #ompared to other reta$% stores
• Customers fee% produ#t ran(e (ood at B$( Ba)aar
• Promot$ona% offers are (ood #ompared to other reta$% stores as per the #ustomers
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
+&00E+)%"+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
? 3<G of the sure.ed #ustomers 0ere not a0are of promot$ona% offers, so the
Compan. shou%d ensure that ma>$mum #ustomers !no0 a*out promot$ona% offers
$s$t$n( B$( Ba)aar and there shou%d ma!e a0are of offers to (enera% pu*%$#+
? 6:G of the #ustomers are not attra#ted to promot$ona% offers *e#ause of short
ran(e of e%e#tron$# $tems and some dou*t the -ua%$t. of the produ#ts on 0h$#h
promot$ona% offers are de#%ared+ The Compan. shou%d ta!e note of th$s+
? Some #ustomers are d$sappo$nted *e#ause of short per$od of promot$ona% offers as
the. $s$t B$( Ba)aar after the offer per$od $s oer+ Su#h #ustomers shou%d *e
#on$n#ed that s$m$%ar offers 0ou%d *e de#%ared soon+
? The durat$on of the d$s#ount offers must *e $n#reased, so that more num*er of
#ustomers #an aa$% the *enef$t+
? Most of the #ustomers prefer #%oth$n( 1;CG2 and (ro#er$es 168G2 , the Compan.
has to attra#t the #ustomers to0ards and e%e#tron$# $tems and furn$tures
? The promot$ona% offers on Bednesda.s #an a%so *e e>tended to Tuesda.s and
Sunda.s so that more num*er of #ustomers 0$%% (et *enef$t of the offers and thus
sa%es $n#rease+
? The emp%o.ees of B$( Ba)aar shou%d *e d$s#oura(ed to ta!e the *enef$t of offers
0h$#h are meant for #ustomers
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
(%"(-&+)%"
? Promot$ona% offers p%a. an $mportant ro%e to $n#rease the sa%es $n short terms
? Be%(aum popu%at$on $s e>per$en#$n( a ne0 pattern of shopp$n(
? The #ustomer *u.$n( pattern has #han(ed 0$th the $ntrodu#t$on of B$( Ba)aar $n
Be%(aum
? The foot fa%% has $n#reased at B$( Ba)aar
? Customers are e>posed to ne0 *rands and the. are *e#om$n( *rand sa.
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
A""E'&RE+
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
B)B-)%0RAP!$
Boo;s
• Bus$ness Stat$st$#s J G+C+ Berr.
• Adert$sement and Promot$on J Be%#h N Be%#h
• Mar!et$n( Mana(ement J Ph$%$p Kot%er
<e=sites
• 000+panta%oon+#om
• 000+$nd$a$n*us$ness+n$#+$n
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
,7POT,ESIS TESTI5G
,.pothes$s test$n( for attra#t$eness of #ustomers to offers and $ndu#ement for pur#hase
,OI More than <;G of the #ustomers are attra#ted to promot$ona% offers N are $ndu#ed to
ma!e pur#hases
,3I More than <;G of the #ustomers are not attra#ted to promot$ona% offers N are not
$ndu#ed to ma!e pur#hases
LU P / P
s$(ma P
PUC+<; 13/P2UC+6;
5U8;C 5/3U8
P U V95
U =aor$n(
5
U 3<; UC+<<
8;C
S$(ma P U P13/P295/3
U C+<;> C+6;98
U C+CCC@36<;
U C+6C8
LU C+<</C+<;
C+6C8
U C+C6
Cr$t$#a% a%ue K1UW3+<:2 and o*sered a%ue $s C+C6, 0h$#h $s %ess than #r$t$#a% a%ue+
Therefore A##ept ,o
“Effectiveness of Promotional offers at Big Bazaar, Belgaum”.
,.pothes$s test$n( for pr$#e *etter #ompared to other reta$% shops
,OI More than A;G of the #ustomers f$nd pr$#e *etter than other reta$% stores
,3I More than A;G of the #ustomers do not f$nd pr$#e *etter than other reta$% stores
LUP / P
S$(ma P
PUC+A; 13/P2UC+3;
5U8;C 5/3U8
P U V95
U =aor$n( pr$#e as a fa#tor
5
U 83; UC+::
8;C
S$(ma P U P13/P295/3
U C+A;> C+3;98
U C+CCC;38C;
U C+C88<
LU C+A</C+A;
C+C88<
U C+::
Cr$t$#a% a%ue K1W3+<:2 and o*sered a%ue $s C+::, 0h$#h $s %ess than #r$t$#a% a%ue+
Therefore A##ept ,o
doc_303975914.doc