Professional Documents
Culture Documents
A PROJECT REPORT
ON
EFFECTIVENESS OF
PROMOTIONAL OFFERS
AT
BIG BAZAAR
BELGAUM
Submitted to
KARNATAK UNIVERSITY DHARWAD
FOR PARTIAL FULFILLMENT OF
MASTERS OF BUSINESS ADMINISTRATION
BY
SUJAY P. ANKLE
UNDER THE GUIDANCE OF
INTERNAL GUIDE
EXTERNAL GUIDE
DECLARATION
I hereby declare that the project entitled Effectiveness of Promotional offers at Big
Bazaar, Belgaum is prepared by me under the able guidance of Mr. Nilesh Kumar
( Sr. Executive HR )
This project has been analyzed with the help of SPSS package. All the calculations and
graphs etc., have been prepared with the use of SPSS package.
This project was fully prepared by my own efforts and has not been published elsewhere
until now.
I also declare that this project report has not been submitted to any other University or
forwarded to any Degree or Diploma.
PLACE : BELGAUM
DATE : 01/05/2008
CERTIFICATE
This is to certify that Mr. Sujay P. Ankle of IVth Semester has
undergone Major Concurrent Project from 10 th Dec 2007 to 27th
April 2008 at Big Bazaar, Belgaum, in partial fulfillment of
requirement for Masters of Business Administration.
The performance of the student is found to be satisfactory.
INTERNAL GUIDE
(Prof. R.M. Inamdar)
DIRECTOR
ACKNOWLEDGEMENT
I would like to express my sincere gratitude towards Big Bazaar, Belgaum, which
has given me an opportunity to undergo Major Concurrent Project.
I am deeply indebted to Mr. Nilesh Kumar (Sr. Executive HR) of Big Bazaar,
who extended his co-operation and guidance to me to get valuable information. I am also
thankful to all other members of their Staff for their kind co-operation.
I am grateful to my internal guide Prof. R.M Inamdar for his constant support and
guidance.
I also thank the Head of the Institute Dr. Poornima M. Charantimath, Director,
KLSs I.M.E.R for her support and guidance.
Sujay P. Ankle
Questionnaire
Dear Respondents,
I Sujay P. Ankle student of MBA IV semester, KLSs IMER Belgaum
have undertaken a project titled Effectiveness of Promotional offers at Big Bazaar,
belgaum. Hence I request your kind co-operation by sparing your precious time in
answering the following questions and providing information.
(Please mark)
1) Are you aware of promotional offers at Big Bazaar? (If No, please go to question No. 3)
Yes
No
News Paper
Hoardings
No
Once in a month
Daily
Once in a week
5) The Promotional offers at Big Bazaar are attractive and induce me to make a purchase?
Strongly Agree
Agree
Dis-agree
Strongly Dis-agree
6) For which range of products/brands you expect promotional offers? (Please Rank from scale 1being high
to 4 being lowest)
Clothing
Groceries
Electronic items
Furniture
7) Have you availed any offers during your recent visits? (If No, please go to question No. 9)
Yes
No
Free offer
No
No
THANK YOU
EXECUTIVE SUMMARY
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.
Retail is one of booming sectors in India. Retail contributes around 10% of Indias GDP
and 8% of employment. Revolution has taken palace in India with introduction of
sprawling shopping centers, multiplex- malls and huge complexes offer shopping,
entertainment and food all under one roof. Retail players have already tapped Tier-I cities
and are entering into Tier-II cities in India. The growth of retail sector in India is due to
following reasons:
o Low share of organized retailing
o Falling real estate prices
o Increase in disposable income and customer aspiration
o Increase in expenditure for luxury items
o Increase in young working population
o High pay packets, nuclear families
Future Group is one of the Countrys leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics. The
groups flagship Company, Pantaloon Retail (India) Limited .Pantaloon Retail (India)
Limited, is Indias leading retailer that operates multiple retail formats in both the value
and lifestyle segment of the Indian consumer market. The Company operates over 7
million square feet of retail space, has over 1000 stores across 51 cities in India and
employs over 24,000 people. The companys leading formats include Pantaloons, a chain
of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a
supermarket chain, Some of its other formats include, Depot, Shoe Factory, Brand
Factory, Blue Sky, Fashion Station, aLL, Top 10, mBazaar and Star and Sitara. The
Company also operates an online portal, futurebazaar.com. Pantaloon Retail was recently
awarded the International Retailer of the Year 2007 by the US-based National Retail
Federation (NRF).
PROMOTIONAL OFFERS
Meaning
Promotion is an important marketing force that provides extra incentives to achieve sales.
Promotion is an important marketing tool as compared to advertisements and sales force.
Promotion is both short term and long term activities carried.
ROLE OF PROMOTION
Promotions are an extremely valuable tool for the marketing of brands.
Like all other tools, promotions can make a valuable contribution to marketing
when they are properly used.
Promotions are offered to the customers to get the sales and to increase their
market share
The short term promotions are towards increasing the sales and the long term
sales are towards increasing the customer base.
The Belgaum population is experiencing the new trend of shopping. Big Bazaar is known
for its promotions .This survey was conducted to study the Effectiveness of
Promotional offers at Big Bazaar, Belgaum.
The main objectives to carry out these topics at Big Bazaar are as follows:
SAMPLING
Data Source
Primary Data
(From questionnaire and personal
interaction)
Secondary data Website,
Research approach
Survey method
Research Instrument
Questionnaire
Sample plan
Personal Interview
Sample unit
Sampling method
Convenience sampling
Sample Size
250 customers
INDUSTRY PROFILE
Another credible factor in the prospects of the retail sector in India is the increase in the
young working population. In India, high pay-packets, nuclear families in urban areas,
along with increasing working-women population and emerging opportunities in the
services sector. These key factors have been the growth drivers of the organized retail
sector in India.
The retailing configuration in India is fast developing as shopping malls are increasingly
becoming familiar in large cities. When it comes to development of retail space specially
the malls, the Tier II cities are no longer behind in the race.
India is being seen as a potential goldmine for retail investors from over the world and
India has the top destination for retailers for an attractive emerging retail market. Indias
vast middle class and its almost untapped retail industry are key attractions for global
retail giants wanting to enter newer markets. Even though India has well over 5 million
retail outlets, the country sorely lacks anything that can resemble a retailing industry in
the modern sense of the term. This presents international retailing specialists with a great
opportunity. The organized retail sector is expected to grow stronger than GDP growth in
the next five years driven by changing lifestyles, burgeoning income and favorable
demographic outline.
Moreover, Indian retail chains would get integrated with global supply chains since FDI
will bring in technology, quality standards and marketing thereby, leading to new
economic opportunities and creating more employment generation.
Industry trends for retail sector indicate that organized retailing has major impact in
controlling inflation because large organized retailers are able to buy directly from
producers at most competitive prices. World Bank attributes the opening of the retail
sector to FDI to be beneficial for India in terms of price and availability of products as it
would give a boost to food products, textiles and garments, leather products, etc., to
benefit from large-scale procurement by international chains; in turn, creating jobs
opportunities at various levels.
COMPANY PROFILE
Future Group
Future Group is one of the countrys leading business groups present in retail, asset
management, consumer finance, insurance, retail media, retail spaces and logistics. The
groups flagship company, Pantaloon Retail (India) Limited operates over 7 million
square feet of retail space, has over 1000 stores across 53 cities in India and employs
over 25,000 people. Some of its leading retail formats include, Pantaloons, Big Bazaar,
Central, Food Bazaar, Home Town, eZone, Depot, Future Money and online retail
format, futurebazaar.com.
Future Group companies includes, Future Capital Holdings, Future Generali India Indus
League Clothing and Galaxy Entertainment that manages Sports Bar, Brew Bar and
Bowling Co.
The groups joint venture partners include Italian insurance major, Generali, French
retailer ETAM group, US-based stationary products retailer, Staples Inc and UK-based
Lee Cooper and India-based Talwalkars, Blue Foods and Liberty Shoes.
Future Groups vision is to, deliver Everything, Everywhere, Everytime to Every Indian
Consumer in the most profitable manner. The group considers Indian-ness as a core
value and its corporate credo is - Rewrite rules, Retain values.
CORPORATE STATEMENT
Future Group Manifesto
Future the word which signifies optimism, growth, achievement, strength, beauty,
rewards and perfection. Future encourages to explore areas yet unexplored, write rules
yet unwritten; create new opportunities and new successes. To strive for a glorious
future brings to us our strength, our ability to learn, unlearn and re-learn, our ability to
evolve.
Future Group will not wait for the Future to unfold itself but create future scenarios in
the consumer space and facilitate consumption because consumption is development.
Thereby, will effect socio-economic development for our customers, employees,
shareholders, associates and partners.
Group Vision
Future Group shall deliver Everything, Everywhere, Every time for Every Indian
Consumer in the most profitable manner.
Group Mission
The group shares the vision and belief that their customers and stakeholders shall be
served only by creating and executing future scenarios in the consumption space leading
to economic development.
The group will be the trendsetters in evolving delivery formats, creating retail realty,
making consumption affordable for all customer segments for classes and for masses.
The group shall infuse Indian brands with confidence and renewed ambition.
The group shall be efficient, cost-conscious and committed to quality in whatever been
done.
The group shall ensure that positive attitude, sincerity, humility and united determination
shall be the driving force to be successful.
Core Values
COMPANY TIMELINE
Major Milestones
1987
1991
1992
1994
1995
1997
2001
Big Bazaar, Is se sasta aur accha kahi nahin - Indias first hypermarket
chain launched.
2002
2004
Central Shop, Eat, Celebrate In The Heart Of Our City - Indias first
seamless mall is launched in Bangalore.
2005
2006
Future Capital Holdings, the companys financial arm launches real estate
funds Kshitij and Horizon and private equity fund Indivision. Plans forays
into insurance and consumer credit.
Multiple retail formats including Collection i, Furniture Bazaar, Shoe
Factory, EZone, Depot and futurebazaar.com are launched across the nation.
Group enters into joint venture agreements with ETAM Group and Generali.
BOARD OF DIRECTORS
Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the
Group Chief Executive Officer of Future Group.
2. Futurebazaar.com
Futurebazaar.com offers the widest range of products at lowest prices everyday!
Having pioneered the retailing business in India, Futurebazaar.com has now decided
to revolutionize the consumer e-commerce business in India. It intends to provide
customers with a streamlined, efficient and world class personalized shopping
experience, which will be supported with the best technology platform.
Future Bazaar has been named as the Best Indian Website 2007 in the Shopping
category by PC World.
Future Bazaar won the top spot after beating other established players like Rediff,
Indiatimes, Sify, ebay, Indiaplaza, Chennai Bazaar and India Mall. The award was
presented to Future Bazaar for its "decent, no-nonsense approach, while providing a
good shopping experience".
3. Navaras
Navaras, a fine 22 carat pure gold and diamond jewellery brand, is retailed from Big
Bazaar stores.Future Group has revolutionized the Indian jewellery market with the
launch of Navaras, which offers branded, pure and design differentiated jewellery at
competitive prices in a hypermarket set-up in line with the evolving buying behaviour of
consumers. The rationale behind this is that with higher disposable incomes, for
consumers today gold and other jewellery purchases too have become impulsive buying
activities. Hence, Navaras within Big Bazaar. Navaras offers a complete fine jewellery
shopping experience, despite being within the confines of a hyper market.
4. TOP 10
Top 10, the cool offering from Future Group, offers the latest in fashion and style. This
format is based on the concept of the ever popular countdown shows, where the trendiest
styles get ranked from 1 to 10; the highest selling item gets the highest ranking!
Keeping pace with fast changing fashion needs, Top 10 stores empowers the youth to
make a distinctive fashion statement through easily affordable apparel collections and
accessories.
Top 10 stores stock a wide range of Message Tees , Fashion Tees ,Cool Tees (for guys
and gals), casuals, cargoes, sports wear & skirts. A unique offering of this format are
T-shirts with college names printed on them, wherein one can vote for ones college
name and get ones college name products custom-made.
5. Tulsi
The medical bazaar
Tulsi the Medicine Bazaar is a pharmacy housed within Big Bazaars and Food Bazaars at
over 35 locations all over India .
Aiming to offer outstanding professional service from a caring and friendly environment.
We are prepared to go the extra mile or provide that little extra guidance and to care for
your needs through our Healthcare enquiry system.
6. Mr. RIGHT
Future Services brings Mr. Right - a reliable resource who is always ready to perform any
task or attend to any requirement. For the very first time in India Be it fixing plumbing to
providing serious financial advice, no job is too big or small.
Mr. Right is envisaged to be a one stop solution for all the service needs and will offer
various innovative services. Mr. Right will operate in the following service categories Utility services, Home Improvement, Travel, Event & Wedding Planning, Beauty &
Wellness and Advisory Services. Currently offering services like Home Cleaning, Pest
Control, Travel & Helpmate. Soon to launch Astrology, Shoe laundry, Help@home
cater to this niche set of customers who love the open wide spaces, clean cut lines, pastel
colours that make up the inviting store layout and the even more remarkable customer
friendly staff that are present to assist them in every way.
9. Central
Launched in May'04 at Bangalore, Central is a showcase, seamless mall and the first of
its kind in India. The thought behind this pioneering concept was to give customers an
unobstructed and a pure shopping experience and to ensure the best brands in the Indian
market are made available to the discerning Indian customer.
Central offers everything for the urban aspirational shopper to shop, eat and celebrate.
Located in the heart of the city, Central believes its customers should not have to travel
long distances to reach us; instead we must be present where customers frequently visit.
Central houses over 300 brands across categories, such as apparel, footwear and
accessories for women, men, children and infants, apart from a whole range of Music,
Books, Coffee Shops, Food Courts, Super Markets (Food Bazaar), Fine Dining
Restaurants, Pubs and Discotheques. The mall also has a separate section for services
such as Travel, Finance, Investment, Insurance, Concert/Cinema Ticket Booking, Bill
Payments and other miscellaneous services. In addition, Central houses Central Square,
a dedicated space for product launches, impromptu events, daring displays, exciting
shows, and art exhibitions.
Called a first of its kind fashion destination, Fashion Station houses a wide selection of
trendy apparels. The USP of the store is 'Fashion that fits your budget', which translates
to great deals on apparel & accessories for Men, Women and Children.
Blue Sky is a national chain of stores offering a wide selection of branded and private
label sunglasses and watches. Blue Sky has been designed to address an exciting and
growing market for accessories. Customers get a wide and interesting collection of
fashion brands from across the world.
Big Bazaar is not just another hypermarket. It caters to every need of your family.
Where Big Bazaar scores over other stores is its value for money proposition for the
Indian customers.
At Big Bazaar, you will definitely get the best products at the best prices - thats what
we guarantee. With the ever increasing array of private labels, it has opened the doors
into the world of fashion and general merchandise including home furnishings,
utensils, crockery, cutlery, sports goods and much more at prices that will surprise
you. And this is just the beginning. Big Bazaar plans to add much more to complete
your shopping expereince.
INTRODUCTION OF TOPIC
Promotion changes this price-value relationship to the point where the individual is
stimulated to take a desired action. It does this in most cases either by lowering the price
or by increasing the value of the product or both
When to use promotion:
Growing Brand: There are indications, incidentally, that many new brands (but not all)
reach their share-of-market peak within six months to a year after the completion of their
introduction. This leads to the conclusion that a brand of proven product and advertising
copy superiority would be well advised to meet maximum trial during the introductory
period by spending heavily in the advertising media and on the promotional devices that
are most effective in reaching the brands best longterm prospective consumers.
Investment at the highest practicable level in effective advertising and promotion during
the introductory stage, therefore by quickly achieving a high franchise level can
establish a business that is less vulnerable to competition and that returns higher level of
profit in the following years.
In such a healthy situation, the job that promotion has to do usually is much narrower and
more specialized. It can be used for such specific purposes as improving distribution on
large sizes, attracting new users from fringe groups or areas where usage levels are below
potential, or increasing the consumption among present users. Total promotion
expenditures, however, can be cut back to levels that generate optimum profits so long
as
the
brand
continues
to
represent
superior
value
for
the
price.
Declining Brand: A mature, stable brand may need increased promotional support as
competition begins to match it in product quality and in the persuasiveness of its
advertising copy, or as the brand reaches its natural franchise level. When this happens,
Growth ceases, sales and share level off.
A declining brand may need much heavier promotion support as it becomes old and outdated by new or improved competitive brands. Efforts to improve the brands quality and
its advertising copy to equal competition may have been unsuccessful. Increasing the
advertising appropriation may not help and may, in fact, merely reduce profits.
RESEARCH METHODOLOGY
OBJECTIVES
To test the effectiveness of the communication of the offers to the consumers
To test the awareness level among public with respect to offers of Big Bazaar
To assess the attractiveness of the offers to customers at Big Bazaar
To find out the competitive differences of Big Bazaar with other Retail
competitors.
RESEARCH METHODOLOGY
Data Source
Primary Data
(From questionnaire and personal
interaction)
Secondary data Website,
Research approach
Survey method.
Research Instrument
Questionnaire
Sample plan
Personal Interview
Sample unit
Sampling method
Convenience sampling
Sample Size
250 customers
DURATION OF PROJECT
Duration of the Project 10th Dec 2007 to 27th April 2008.
LIMATATION OF STUDY
Customers did not respond, so I had to find many customers for survey
HYPOTHESIS TESTS
The hypothesis test was carried out and the results are put into Annexure
Concept: To survey whether the customers visiting at Big Bazaar are aware of the
Promotional offers
Table No: 1
Are you aware of promotional offers at Big Bazaar
Valid
Yes
No
Total
Frequency
210
40
250
Percent
84.0
16.0
100.0
Valid Percent
84.0
16.0
100.0
Cumulative
Percent
84.0
100.0
Graph No: 1
16.00%
84.00%
Valid
TV
News Paper
Hordings
Total
System
Missing
Total
Frequency
35
136
39
210
40
250
Percent
14.0
54.4
15.6
84.0
16.0
100.0
Valid Percent
16.7
64.8
18.6
100.0
Cumulative
Percent
16.7
81.4
100.0
Graph No: 2
60
50
40
30
Percent
20
19
17
10
0
TV
New s Paper
Hordings
Interpretation: News paper was the most effective mode for communication, followed
by hoardings and TV advertisements.
Concept: To check the alertness of customers towards the announcements made at Big
Bazaar during shopping
Table No: 3
Did you notice/hear about the Promotional offers Today
Valid
Yes
No
Total
Frequency
232
18
250
Percent
92.8
7.2
100.0
Valid Percent
92.8
7.2
100.0
Cumulative
Percent
92.8
100.0
Graph No: 3
92.80%
Interpretation: Promotional offers are noticed and heard by the customers during their
shopping
Valid
Occasionally
Once in a month
Frequency
9
42
Percent
3.6
16.8
Valid Percent
3.6
16.8
Cumulative
Percent
3.6
20.4
163
65.2
65.2
85.6
1.6
1.6
87.2
32
12.8
12.8
100.0
250
100.0
100.0
Once in a week
Daily
As and when required
Total
Graph No: 4
How frequently you visit Big Bazaar
Percent
60
40
65.20%
20
16.80%
12.80%
3.60%
Occasionaly
1.60%
Once in a month
Once in a week
Daily
As and when
required
Interpretation: 65% of the customers visit Big Bazaar once in a week, either on
Wednesday or week ends, followed by customers visiting once in a month and as and
when required.
Promotional offers at Big Bazaar are attractive and induce me to make a purchase
Valid
Strongly Agree
Agree
Neither Agree/Nor
Dis-agree
Dis-agree
Total
Frequency
65
100
Percent
26.0
40.0
Valid Percent
26.0
40.0
Cumulative
Percent
26.0
66.0
56
22.4
22.4
88.4
29
250
11.6
100.0
11.6
100.0
100.0
Graph No: 5
40
40
30
26
22
Percent
20
10
12
0
Strongly Agree
Agree
Neither Agree/Nor Di
Dis-agree
Interpretation: 26% strongly agree, 40% agree, 22% neither agree nor dis-agree and
remaining customers dis-agree
Valid
Clothing
Groceries
Electronic items
Furnitures
Total
Frequency
125
80
32
13
250
Percent
50.0
32.0
12.8
5.2
100.0
Valid Percent
50.0
32.0
12.8
5.2
100.0
Cumulative
Percent
50.0
82.0
94.8
100.0
Graph No: 6
50
Percent
40
30
50.00%
20
32.00%
10
12.80%
5.20%
0
Clothing
Groceries
Electronic items
Furnitures
Valid
Yes
No
Total
Frequency
214
36
250
Percent
85.6
14.4
100.0
Valid Percent
85.6
14.4
100.0
Cumulative
Percent
85.6
100.0
Graph No: 7
14.40%
85.60%
Table No: 8
What did you opt for
Valid
Missing
Total
Discount offer
Free offer
Total
System
Frequency
91
123
214
36
250
Percent
36.4
49.2
85.6
14.4
100.0
Valid Percent
42.5
57.5
100.0
Cumulative
Percent
42.5
100.0
Graph No: 8
Missing
Discount offer
Free offer
Interpretation: 49% of the customers availed Free offers 36% availed Discount offers.
Concept: Did customers communicate benefit of promotional offers to their friends and
relatives
Table No: 9
Do you communicate offers at Big Bazaar to your friends
Valid
Yes
No
Total
Frequency
218
32
250
Percent
87.2
12.8
100.0
Valid Percent
87.2
12.8
100.0
Cumulative
Percent
87.2
100.0
12.80%
87.20%
Graph No: 9
Concept: Price
Table No: 10
Price
Valid
Big Bazaar
Other retail stores
Total
Frequency
215
35
250
Percent
86.0
14.0
100.0
Valid Percent
86.0
14.0
100.0
Cumulative
Percent
86.0
100.0
Graph No: 10
Price
100
Percent
80
60
40
86.00%
20
14.00%
0
Big Bazaar
Price
Interpretation: 86% of customers find price better compared to other retail stores
Concept: Quality
Table No: 11
Quality
Valid
Big Bazaar
Other retail stores
Total
Frequency
190
60
250
Percent
76.0
24.0
100.0
Valid Percent
76.0
24.0
100.0
Cumulative
Percent
76.0
100.0
Graph No: 11
Quality
80
Percent
60
40
76.00%
20
24.00%
0
Big Bazaar
Quality
Range
Valid
Big Bazaar
Other retail stores
Total
Frequency
240
10
250
Percent
96.0
4.0
100.0
Valid Percent
96.0
4.0
100.0
Cumulative
Percent
96.0
100.0
Range
100
Percent
80
60
96.00%
40
20
4.00%
0
Big Bazaar
Range
Graph No: 12
Interpretation: (96)% of Customers feel product range good at Big Bazaar
Valid
Big Bazaar
Other retail stores
Total
Frequency
218
32
250
Percent
87.2
12.8
100.0
Valid Percent
87.2
12.8
100.0
Cumulative
Percent
87.2
100.0
Graph No: 13
Offers
100
Percent
80
60
87.20%
40
20
12.80%
0
Big Bazaar
Offers
Concept: Ambience
Table No: 14
Ambience
Valid
Big Bazaar
Other retail stores
Total
Frequency
242
8
250
Percent
96.8
3.2
100.0
Valid Percent
96.8
3.2
100.0
Cumulative
Percent
96.8
100.0
Ambience
100
Percent
80
60
96.80%
40
20
3.20%
0
Big Bazaar
Ambience
Graph No: 14
Interpretation: Majority (97%) of the customers find Ambience very good
Concept: To study whether Customers feel like coming to Big Bazaar to avail the
benefits of the offers
Table No: 15
Do offers make you feel like visiting Big Bazaar
Valid
Yes
No
Total
Frequency
226
24
250
Percent
90.4
9.6
100.0
Valid Percent
90.4
9.6
100.0
Cumulative
Percent
90.4
100.0
Graph No: 15
90.40%
Interpretation: Majority (90%) of customers are attracted to offers and hence they will
shop frequently at Big Bazaar
FINDINGS
Majority (84%) of the customers surveyed were aware of the Promotional offers
at Big Bazaar
Promotional offers are noticed and heard by the customers during their shopping
65% of the customers visit Big Bazaar once in a week, either on Wednesdays or
week ends, followed by customers visiting once in a month and as-and-when
required.
26% strongly agree, 40% agree, 22% neither agree nor disagree and remaining
customers disagree
49% of the customers availed Free offers 36% availed Discount offers.
Customers found Quality at Big Bazaar good as compared to other retail stores
Promotional offers are good compared to other retail stores as per the customers
SUGGESTIONS
16% of the surveyed customers were not aware of promotional offers, so the
Company should ensure that maximum customers know about promotional offers
visiting Big Bazaar and there should make aware of offers to general public.
34% of the customers are not attracted to promotional offers because of short
range of electronic items and some doubt the quality of the products on which
promotional offers are declared. The Company should take note of this.
CONCLUSION
Promotional offers play an important role to increase the sales in short terms
Belgaum population is experiencing a new pattern of shopping
The customer buying pattern has changed with the introduction of Big Bazaar in
Belgaum
The foot fall has increased at Big Bazaar
Customers are exposed to new brands and they are becoming brand savvy
ANNEXURES
BIBLIOGRAPHY
Books
Websites
www.pantaloon.com
www.indiainbusiness.nic.in
HYPOTHESIS TESTING
Hypothesis testing for attractiveness of customers to offers and inducement for purchase
HO: More than 65% of the customers are attracted to promotional offers & are induced to
make purchases
H1: More than 65% of the customers are not attracted to promotional offers & are not
induced to make purchases
Z=
P-P
sigma P
P=0.65
N=250
(1-P)=0.35
N-1=249
P = X/N
=
Favoring
N
= 165
250
Sigma P =
=0.66
P(1-P)/N-1
0.65x 0.35/249
0.00091365
0.302
Z= 0.66-0.65
0.302
= 0.03
Critical value K(=+1.64) and observed value is 0.03, which is less than critical value.
Therefore Accept Ho
Z=P - P
Sigma P
P=0.85
N=250
(1-P)=0.15
N-1=249
P = X/N
= Favoring price as a factor
N
= 215
250
=0.44
Sigma P =
P(1-P)/N-1
0.85x 0.15/249
0.00051205
0.0226
Z= 0.86-0.85
0.0226
= 0.44
Critical value K(+1.64) and observed value is 0.44, which is less than critical value.
Therefore Accept Ho