A STUDY OF SALES AND PROMOTION OF BIG BAZAAR

Submitted in partial fulfillment of the requirements for the award of

Bachelor of Business Administration

By

S. Chandralekha
Reg no- 39280052

DEPARTMENT OF BUSINESS ADMINISTRATION

SCHOOL OF MANAGEMENT STUDIES

SATHYABAMA
INSTITUTE OF SCIENCE AND TECHNOLOGY
(DEEMED TO BE UNIVERSITY)
Accredited with Grade “A” by NAAC
JEPPIAAR NAGAR, RAJIV GANDHI SALAI, CHENNAI - 600 119

APRIL - 2022

Created with
[Link]
 SCHOOL OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

CHANDRALEKHA.S (39280052 Hereby declares that the Project Report

entitled “A STUDY OF SALES AND PROMOTION OF BIG
BAZAAR” was done by me under the guidance of Dr. GANANATH
KHILLA, MBA, MPhil, Ph.D. Assistant Professor, Dept. of Business
Administration is submitted in partial fulfillment of the requirements for the
award of Bachelor of Business Administration degree in Marketing.

Dr. Gananath khilla

Internal Guide External Guide

Head of the Department

SATHYABAMA

Institute of Science and Technology

Submitted for Viva voice Examination held on

Internal examiner External examiner

Created with
[Link]
 DECLARATION

I S. CHANDRALEKHA (39280052) hereby declare that the project report entitled

done by me under the guidance of Dr. Gananath khilla (internal) at BIG
BAZAAR, CHENNAI is submitted in partial fulfillment of the requirement for the
award of Bachelor of Business Administration.

DATE: 20/04/2022 [Link]

PLACE: CHENNAI SIGNATURE OF CANDIDATE

Created with
[Link]
 ACKNOWLEDGEMENT

I am pleased to acknowledge my sincere thanks to the Board of Management of

SATHYABAMA for their kind encouragement in doing this project and for completing
it successfully. I am grateful to them.
I convey my thanks to Dr. G. Bhuvaneswari, MBA., Ph.D., Dean - School of
Management Studies, and Dr. A. Palani, [Link]., [Link]., M.B.A., Ph.D., Head,
school of management studies for providing me necessary support and details at
the right time during the progressive reviews.
I would like to express my sincere and deep sense of gratitude to my Professional
Training Guide Dr. Gnanatah khilla [Link], Ph.D for his valuable guidance,
suggestions, and constant encouragement that paved way for the successful
completion of my project work.
I wish to express my thanks to all Teaching and Non-teaching staff members of the
Department of Bachelor of Business Administration who were helpful in many ways
for the completion of the project.

[Link]

Created with
[Link]
 ABSTRACT

Sales promotions are a marketing tool for manufacturers as well as for

retailers. Manufacturers use them to increase sales to retailers (trade
promotions) and consumers (consumer promotions).

Our focus will be on retailer promotions, which are used by retailers to

increase sales to consumers. Typical examples of retailer promotions
are temporary price reductions (TPRs), features, and displays. Sales
promotions have an important role in the marketing programs of retailers.

A large percentage of retailer sales is made on promotions, as

illustrated bythe numbers in Figure 1. Also, retailer promotions address
consumers at the point of sale.

Thus, while advertising in classic media is becoming less effective,

communication through promotions reaches the consumer at the place
and time where most purchase decisions are made.

The Point of Purchase Advertising Institute (POPAI) finds in a study

from 1999 that the in-store decision rate of consumers in Germany, for
example, is 55 %, meaning that more than half of all purchase decisions
are made in stores, as opposed to before the shopping trip.

Created with
[Link]
 TABLE OF THE CONTENT:

CHAPTER TITLE PAGE NO

NO
1 INTRODUCTION
1.1 Sales promotion 8
1.2 Advantages of promotion 8
1.3 Disadvantages of promotion 8
1.4 Types of sales promotion 9
1.5 Sales promotion technique 10
1.6 Sale enhancement tools 11
1.7 Scope of the study 12
1.8 Need for study 13
1.9 Objective of the study 13
1.10 Limitation study 13

2 2.1.1 INDUSTRY PROFILE

2.2.1 COMPANY PROFILE
2.1.1 Indian Retail Industry 14
2.2.1 Future Group 15
2.2.2 Big bazaar completed 10 years 15
2.2.3 Vision 16
2.2.4 Mission 16
2.2.5 Core value 17
2.2.6 Major milestone 17-22
2.2.7 Big bazaar 22
2.2.8 Various department 23

3 REVIEW OF LITERATURE

3.1 Sales Promotion and Consumer Preference 24-25

4 DATA ANALYSIS AND INTERPRETATION

4.1 Data analysis and interpretation 26-53

5 RESEARCH METHODOLOGY

5.1 Descriptive method 57

5.2 Research design 57
5.3 Sampling Technique 58
5.4 Methodology framework 58
6

Created with
[Link]
 5.5 Percentage method 59
5.6 Chi-square 59
6.7 Simple correlation 59

6 FINDINGS, SUGGESTIONS, AND CONCLUSION

6.1 Findings 60
6.2 Suggestions and recommendations of the study 61
6.3 Conclusion 62

Questionnaire framework 62-67

BIBLIOGRAPHY 68

Created with
[Link]
 CHAPTER 1

INTRODUCTION

1.1 SALES PROMOTION

Sales Promotion can be termed as a process that drives short-term promotions to increase
the demand and the subsequent sales for the said product. The sales promotions are
primarily implemented for

• Launching a new product in the market

• Boost the sales in the short-term
• Get more customers for a product
• Drive sales for the existing stock

The sales promotions are designed to target and improve purchasing behavior to achieve
certain goals. There could be multiple advantages of sales promotion apart from boosting
the sales shortly; which we shall learn about in the next section

1.2 Advantages of Sales Promotion

Let’s look at the advantages of sales promotion:

• Learn about buying behavior

Sales promotions are a great strategy that helps businesses learn about the purchasing
pattern of their customers.

• Enhancing Sales

With an innovative sales promotion technique, sales teams can drive up a considerable
amount of revenue by enhancing sales.

• Earning loyalty

An effective sales promotion technique can undoubtedly earn the brand a loyal customer
base and generate enthusiasm around the product.

1.3 Disadvantages of Sales promotion

Here are the disadvantages of sales promotion:

• Devaluation of products: When you give away your products in too many
promotions, the chances of them being perceived as products of lesser value are

Created with
[Link]
 • higher. It would, therefore, be wiser to not let that happen and not have too many
sales promotions.
• Compromise on Selling price: When you decide to have a sales promotion, you
may increase your short-term sales but it certainly wouldn’t be good for long-term
sales and revenue goals. You will have to sell your products without attaining that
optimal selling price, that you want to sell them at.
• An overdo is harmful: It is important to realize that sales promotions are short-term
techniques and are not to be used widely throughout the year. Businesses that
become too dependent on this method may face consequences like losing long-
term growth.
• Lack of loyal customers: When you run too many promotions, the customers get
accustomed to it and will turn up only when a product is on promotion. They know
that they can expect a discount there. This will impact the profit goals of the
company, hampering its overall financial health. Moreover, this process prevents the
business from setting up a loyal customer base.

1.4 Types of Sales Promotion

The sales promotions can be broadly classified into two categories based on the targets of
the promotion:

• Customer Sales Promotion

• Trade Sales Promotion

Customer Sales Promotion

The customer sales promotions are targeted toward customers and here is how this can be
achieved:

• Free Samples: These are the samples you give away to your customer free of
charge to increase brand awareness. Moreover, an initial curiosity around the
product is also generated through the free samples.
• Bulk Purchase Deals: This is about discounts for customers who are purchasing
in bulk. This method facilitates selling the older stock easily.
• Free Gifts: This is another method that helps in attracting more customers as it
creates a feeling of getting more at a lesser price.
• Shipping Schemes: The chances of attracting more customers increases when
you include schemes where you would waive off the shipping charges or would ship
the products at a lower shipping price. Shipping schemes are a great way to remove
the hurdles which kept away the customers from buying only because of high
shipping prices.
• Discount Coupons: The discount coupons will help customers purchase products
that they might not purchase otherwise owing to higher prices.

Created with
[Link]
 • Finance Schemes: These include methods such as no-cost EMI, low-interest EMI,
and so on. Many people find it difficult to purchase expensive products, and this
scheme will help them encourage purchasing.
• Exchange Schemes: These schemes let the customers exchange their old
products with new ones; undoubtedly, they get better products as desired.

Strategies to Make an Effective Sales Promotion

Let's look at some of the measures you can take to ascertain the success of your sales
promotion technique:

Establish Clear goals

In addition to boosting sales and revenues, sales promotions may have other benefits as
well. Be mindful of additional marketing objectives.

Examples include:

• Increase sales and leads

• You should have a clear and attainable goal
• Retain customers
• Set a timeframe for hitting team-wide goals
• Follow up on prospects
• A higher average purchase amount
• Increasing the frequency of purchases
• Identify hot and cold leads

1.5 Sales promotion techniques

Several sales promotion techniques have been followed by different types of

organizations. As explained above, consumer sales promotion adopts techniques like
samples, free trials, discount coupons, and contest prizes whereas dealer promotion
has other techniques such as buying allowances, merchandise allowances, price
deals, cooperative advertising, and dealer’s sales contests.
The most common sales promotion techniques adopted by the overall types of
business are:

• Free Samples
• Discount Coupons
• Refund policy within the trial period
• Quantity Gifts
• Lucky Draw
• Contest Prize
• Provide the finance options
• A sample packet of new product as a gift along with other product
• Loyal Customer gifts
10

Created with
[Link]
 Some examples of sales promotion
Sales promotions are of two types: internal sales promotion and external sales
promotion. When the former refers to boosting the internal team to enhance sales by
offering high incentives, the latter refers to encouraging customers to buy more
products/services.
Here are a few external sales promotion examples:

1.6 Sales enhancement tools

With advanced technology, most organizations use automated tools to enhance their
sales. It includes the different types of CRM, Ampliz Salesbuddy, Lead squared, etc.
While CRM and Lead squared help your sales team to organize the customers’ data
in one place which helps them to follow up or take action for the retention, Ampliz
Salesbuddy is useful for the B2B industry. It helps your sales team to find the
information about decision-makers. This information includes email addresses,
LinkedIn profiles, phone numbers, and company information.
The beauty of this tool is it provides customized information about your prospects.
Based on your request, this tool will provide you with more information.

Festive season sale

Though this sale is temporary and short-term, it provides way better sales than normal
days. On any kind of occasion, most businesses offer something to attract customers.
For example, on Black Friday or Christmas, you will find some kind of offer for a short
period. This type of sales promotion is temporary.

Buy one Get one offer

Generally, every organization provides a buy one get one free offer. It is good for both
parties; businesses and customers. When there is a heavy stock of products and
expiry dates are near, most businesses provide this offer. Consequently, the stock will
be finished soon and more customers will come to you and new customers will be
aware of your brand.
Also, if you are a new brand in the market and you want to sell your product, you can
run some offers like this to bring awareness and get more sales. This is the best
example of sales promotion.

Customer loyalty programs

This is also another example with which most businesses get more sales and acquire
new customers. Sometimes, a few customers like products or services and they
continue to have the product or services for a long time. After a certain period, most
the Business provide some kind of gifts to long-run customers as loyal customers.
This program not only encourages to be a loyal customers but also entices new
customers to take the long-term services.

11

Created with
[Link]
 Reward programs
Reward programs or providing extra points to the customers is a successful example
of sales promotion. Mostly, this program is adopted by e-commerce or the B2B
industry. After close observation of the existing customers and their behavior, this
program can be used aiming for retention or referral.
Generally, rewards are provided to the customers as points to the account that can
only be used for their websites to purchase. This program works as bait to attract
customers.

Joint promotions
Joint promotion is a good example of sales promotion when it comes to the B2B
industry. It also helps to have a partnership with a similar type of industry. This may
save a lot of costs if both parties agree on exchanging the products or services with
each other.
Sometimes, both brands launch a product that consists of features of both brands and
promote it in the market jointly for more sales and brand awareness. When two brands
work together, it grabs more eyeballs. Therefore, a joint promotion is much more
effective as far as promoting sales is concerned.

1.7 SCOPE OF STUDY:

❑ To find out the influence of advertising and sales promotion on the sales of the
big bazaar

❑ To find the most effective tools of sales promotion technique to entire customer
used by retail business

❑ To study various advertising and sales promotion techniques used by big

bazaar

❑ To find out the influence of advertising and sales promotional on the sales of
the big bazaar

❑ To find the effectiveness of the brand recall and recognition of big bazaar.

12

Created with
[Link]
 1.8 NEED FOR STUDY:

❑ To study the purchasing pattern of Big Bazaar consumers.

❑ To study the determinants of purchase decision-making.
❑ To know the customer’s satisfaction levels regarding Big Bazaar apparel.

1.9 OBJECTIVE OF STUDY:

PRIMARY OBJECTIVES:

❖ To find out the sales promotional activities carried by the big bazaar

SECONDARY OBJECTIVES:

❖ To find out the tools and techniques of sales promotional that

used in the big bazaar

❖ to know the level of satisfaction towards the sale’s promotional activities

Carried by the big bazaar

❖ to identify the factors influencing buying the products in the big bazaar

❖ To suggest improves the sales promotion in the competitive market

1.10 LIMITATION OF STUDY:

since the survey has been conducted to the customer through google form of
the big bazaar, Chennai only
2. It’s very difficult to cover the entire market.
3. Most of the customers showed hesitation to respond.
4. I collect detail through google form only.
5. 110 customers are taken as samples for the study.
6. The period of the study taken 50-60 days.

13

Created with
[Link]
 CHAPTER -2

INDUSTRY PROFILE

2.1.1 INDIAN RETAIL INDUSTRY

The Indian retail industry has strong linkages with the economic growth
and development of the economy. India is one of the largest emerging markets. It is
one of the largest economies in the world in terms of purchasing power. Retailing in
India is at an emerging stage of its evolution. Organized retailing has become more
popular in big cities in India and most of the metropolitan cities and other big cities are
flooded with modern organized retail stores. Many semi-rural areas have also
witnessed the d entry of such organized retail outlets. The Indian Retail Industry is
currently estimated at US$ 490 billion. India’s retail market is expected to touch a
whopping Rs 47 trillion (US$ 782.23 billion) by 2016–17, expanding at a compounded
annual growth rate (CAGR) of 15 percent, according to a study by a leading industrial
body. The total organized retail supply in 2013 stood at approximately 4.7 million
square feet (sq. Ft.), witnessing a strong year-on-year (y-o-y) growth of about 78
percent over the total mall supply of 2.5 million sq. Ft. in 2012. The foreign direct
investment (FDI) inflows in single-brand retail trading during the period April 2000–to
January 2014 stood at US$ 98.66 million. Retailing as a whole contributes almost 14-
15% of India’s GDP and employs almost 8% of India’s employable population.
Government Amendments In the Retail Sector The Government of India has allowed
51 percent FDI in Multi-Brand Retail Trading (MBRT) and 100 percent in Single-Brand
Retail Trading (SBRT). According to the extant policy, foreign retailers investing more
than 51 percent can open outlets across the country on the condition that 30 percent
of their sourced sales would come from small to medium-sized domestic enterprises.
Further, global chains will now need to invest only 50 percent of the initial compulsory
investment of US$ 100 million in setting up cold storage and warehouses in India.
Foreign chains have been given the green signal to set up stores in cities with a
population of less than one million. Earlier, supermarkets could only commence their
operations in 53 cities, the ones with a population of more than a million.

14

Created with
[Link]
 2.2.1 COMPANY PROFILE

2.2.1 FUTURE GROUP

Big Bazaar is part of the retail network of Future Group. Future Group operates some
of India’s most popular retail chains including Pantaloons, Central, Big Bazaar, Food
Bazaar, Home Town, and Ezone, and also has allied businesses in consumer finance,
life, and non-life insurance, logistics infrastructure, and supply chain, and brand
development. The group operates over 17 million square feet of retail space in over
90 cities and towns and 60 rural locations across India. The group’s retail formats
connect over 300 million customers to over 30,000 small, medium and large
enterprises that supply products and services to its retail chains. Future Group
believes in developing strong insights on Indian consumers and building businesses
based on Indian ideas, as espoused in the group’s‟ core value of „Indianness. ‟ The
group’s corporate credo is, „Rewrite rules, Retain values

2.2.2 Big Bazaar Completes 10 Years

Commemorates the Occasion with a Fresh Branding & New Promises

Mumbai, 17th November 2011: Big Bazaar today unveiled a new logo with a new tag
line, ‘Naye India Ka Bazaar’ on completion of 10 years of serving Indian customers.
Born out of the idea of amalgamating the look, touch, and feel of Indian bazaars with
the choice, convenience, and hygiene that modern retail provides; the first three Big
Bazaar stores were launched during the festive season in 2001 in the cities of Kolkata,
Bangalore and Hyderabad. Since then, 151 more stores have come up in 90 cities
across the country. Millions of customers, across the length and breadth of the country,
have benefitted from the Big Bazaar’s promise of providing affordable and quality
products to everyone. Today, Big Bazaar provides a platform for over 15,000 small,
medium, and large producers and manufacturers to sell their products to Indian
consumers. Needless to add, during this period Big Bazaar too evolved in terms of
product offerings, display, customer conveniences, and the experience it offers. The
opening of the 100th Big Bazaar store in 2009 marked the fastest organic expansion
of a hypermarket retail format anywhere in the world. Simultaneously, the format
earned multiple awards and accolades, including being adjudged the Most Trusted
Brand by two of India’s leading media houses in 2011. During this time, India too has
changed dramatically and so have customers who walk into Big Bazaar. Keeping in
mind this evolution and to stay a step ahead, Big Bazaar unveiled a new logo that

15

Created with
[Link]
 stands for a dynamic forward movement and a more modern outlook designed for
each member of the great Indian family. Big Bazaar will now present itself with a new
tag line, „Naye India Ka Bazaar,‟ replacing the earlier one, „Isse Sasta Aur Accha
Kahin Nahin.‟ A television, print, and social media communication initiative is also
being launched to mark this event. The new logo design was developed by Bangalore-
based design house, Idiom and the media campaign has been developed by Mudra
Communication. The inspiration for the new ad campaign commemorating the 10
years of Big Bazaar comes from an ancient Jain custom of “Michchami Dukkadam”,
which translates into colloquial language as “Bhool-chookMaaff” or “Please forgive me
if I have offended you knowingly or inadvertently”. Apart from a commitment to further
improve services provided to customers, a key initiative being rolled progressively
across all stores are priority counters for senior citizens, pregnant women, and
mothers with infants. Big Bazaar stores will also have more customer feedback
sections. Stores across the country will also be rolling out signature community
initiatives like Annasantharpane and Protsahan.

2.2.3 VISSION

The future group shall deliver everything, everywhere, every time, for every Indian
consumer in the most profitable manner

2.2.4 MISSION

o They share the vision and brief that our customers and the stakeholder shall
be served only by creating and executing future scenarios in the consumption
space leading to economic development

o They will be the trendsetter in evolving delivery formats, creating retail realty,
and making consumption affordable for all customer segments for classes and
masses.

o They shall infuse the Indian brand with confidence and renewed ambition.

o They shall be efficient cost-conscious and committed to quality in whatever we

do.

▪ They shall ensure that our positive attitude sincere humility and united
determination shall be the driving force to make us successful.

16

Created with
[Link]
 2.2.5 CORE VALUE:

Indianness: confidence in ourselves

Leadership: to be a leader, both in thought and business
Respect and humility: to respect every individual and be humble in our conduct.
Introspection: leading to purposeful thinking,
Openness: to be opened and receptive to new ideas, knowledge, and
information
Valuing and nurturing relationships: to build long-term relationships.
Simplicity and positivity: simplicity and positivity in our thought, business, and
action.
Flow: to respect and understand the universal law of nature.
Adaptability: to be flexible and adaptable to my challenge

2.2.6 MAJOR MILESTONE:

2019
Amazon acquires 49% stake in Future Coupons
7-Eleven signs a master franchise agreement with Future Group
Fbb's fashion brand Buffalo achieves the 40-year milestone

2018

Future Group opens the largest and most iconic Foodhall store with first of its
kind cookery studio, in-house bakery, cafes, restaurants, hydroponics wall,
farmer's market, tea, salon, and much more.
Future Group acquires Food world Business of FSPL, a supermarket chain with
a presence in Bangalore and Hyderabad
Future Retail Ltd. acquired Travel News Services India which holds the license
of the global retail brand "WH Smith" in India
Big Bazaar organized one of the world's first 24hrs of Facebook Live Shopping
Carnival to celebrate the 12th anniversary of Sabse Sasta Din
Big Bazaar for the first time created a mobile game 'Deal Skyfall – Sabse Saste
5 Din' that has transformed the shopping experience in India
Fbb launched ' Watch Now Buy Now', India's first-ever LIVE online fashion
event
Big Bazaar dropped prices of 1,500 Everyday Items with the 'Har Din Lowest
Price' Promise

17

Created with
[Link]
 2017

Central and SBI Card launched a unique co-branded credit card designed for
the aspirational urban shopper
Future Group launched New Retail 3.0, a digital strategy aimed at making the
group Asia's largest leading integrated consumer company with a trillion dollars
in revenue by 2047

2016

Big Bazaar Direct tied up with Oxygen Services to sell the wide assortment of
franchisees.
Little Foodhall launched in Gurgaon
Future Group associated with Bajaj FinServ to launch India's first retail EMI card
Fbb created the Guinness World record for the world's largest photo book of 18
feet in height and 27 feet in width
Future Retail Limited approved a proposed consolidation of the retail and allied
businesses of Heritage Foods Limited. The retail business of Heritage Foods
includes the popular Heritage store chain of 124 stores in the three key
southern cities of Hyderabad, Bangalore, and Chennai.

2015

Fbb became style partner of Asia's largest music festival, Sunburn

Big Bazaar & Ezone made to the Brand Equity's Top Retailer's List
Future Group partnered with India's fastest growing ayurvedic company,
Patanjali Ayurved.
The Miss Universe from Columbia, Paulina Vega launched Jealous 21's limited
edition Miss Universe Collection at Taj Land's End in Mumbai
First Big Bazaar GEN NXT store designed for smart and easy shopping
experience opened in Infinity Mall, Malad, Mumbai
Big Bazaar announced an exclusive tie-up with a leading mobile wallet
company, MobiKwik
The UK based Plymouth City College awarded Future Sharp with the title of
'The Best International Business Partner'
T24, Future Group's unique telecom service and loyalty program and India's
first unpaid GSM mobile service completed 5 eventful years
The most affordable fashion destination, Fbb signed youth style icons Katrina
Kaif and Varun Dhawan as its brand ambassadors
Bharti Retail joins hands with Future Retail
Future Group forays into M-Commerce with the T24 Mobile App

18

Created with
[Link]
 Big Bazaar redefines weekends with the launch of a never-seen-before
campaign, 'Crazy Weekend'.
Future Group launched the new age convenience store format, KB's
Conveniently Yours.

2014

Future Group partnered with the Fortune 500 company and one of the largest
online shopping destinations, Amazon
Future Group partnered with the world's leading customer science company,
dunnhumby for data analytics services
Future Group announced its strategic tie-up with SAP company hybris, which
delivers Omni Commerce™: state-of-the-art master data management for
commerce and unified commerce processes to its clients.
India's First Mega Food Park was inaugurated by India's Honourable PM Shri
Narendra Modi at Tumkur Karnataka
Hometown underwent a complete makeover with a new tagline, 'The Art of
Better Living', logo, and in-store branding.
Future Group's premium food destination Foodhall launched in Saket, New
Delhi.
Big Bazaar and Ezone were voted as one of the Top 50 Most Trusted Brands
in the country in the Brand Equity Survey 2013 conducted by Nielson. The
survey also revealed that Big Bazaar is the 4th Most Trusted Service Brand in
the country
fbb ties up with India's largest Beauty Pageant Femina Miss India 2014
A New Generation Big Bazaar, Big Bazaar Family Centre was launched at
Alcove in Kolkata on January 6, 2014

2013

Foodhall, the premium lifestyle food destination launched in Pune.

The First batch of the Future India Fellowship program started with 5 selected
fellows across the country. The fellowship aims to create thought leaders of
tomorrow.
Future Group successfully introduced 'Big Bazaar Direct' an assisted shopping
concept where franchises will sell Big Bazaar products through a catalog on a
'tablet'.
Big Bazaar introduced an exciting occasion for shopping 'April Utsav'.
Future Group officially launched India's largest State of the Art Logistical
Distribution Hub at Nagpur.

19

Created with
[Link]
 Big Bazaar introduced a unique customer membership program 'Big Bazaar
Profit Club.'
Foodhall, the premium lifestyle food destination launched in New Delhi.
Future Sharp, the Future Group arm that trains and develops the skills of youth
opened its new skill center in Nashik.

2012

On 1st May 2012, the company introduced a new retail initiative – the Public
Holiday Sale
Foodhall the premium lifestyle food destination launched its second store in
Bengaluru on 4th May 2012
Big Bazaar redefined the concept of customer service with the launch of the
Rajajinagar Family Centre in Bengaluru with its unique Seva initiative on 24th
February 2012
Future Sharp Skills Ltd. launched its first skill center in Kolkata with a vision to
train and provide sustainable livelihood to five lakh youth of West Bengal by
2022
Pantaloons became the first retailer to introduce a real hunt as it set out on a
countrywide search for their next Fresh Face
Pantaloons launched its first store in Ludhiana, Visakhapatnam, Bilaspur
Future Group started Aadhaar Franchise
Future Supply Chains Express Logistics business became the fastest profitable
Express Business in India
Keeping pace with the ongoing trends Fashion@ Big Bazaar decided to
reposition itself as fbb
Pantaloons joined hands with PAYBACK. Being India's largest and one of the
strongest loyalty programs in Europe, PAYBACK offers were made available to
all Pantaloons customers
Big Bazaar launched its home delivery services in Mumbai

2011

Future Group entered elite gourmet retailing with the launch of its first gourmet
food chain Foodhall in Mumbai on 26th May 2011
Future Innoversity introduced MBA in Supply chain Management
Pantaloons launched its revamped Green Card Loyalty Programme
Pantaloons forayed in Coimbatore, Durgapur and Vizag
Big Bazaar completed 10 glorious years and came up with a new brand identity
and tagline Naye India ka bazaar
Big Bazaar celebrated its 10 years of existence
20

Created with
[Link]
 Big Bazaar opened its first store in Himachal Pradesh on 21st May 2011

2010

Future Value Retail Limited is formed as a specialized subsidiary to spearhead

the group's value retail business through Big Bazaar, Food Bazaar, and other
formats
Pantaloons opened its 50th flagship store in New Delhi on 27th November 2010
Pantaloons embarked on its "next-gen" journey with the launch of its new
'avatar' stores
Big Bazaar introduced Family Centre in Kolkata on 27th March 2010
Big Bazaar opened its first store in Jalandhar and Amravati
Pantaloons forayed in Allahabad, Bhopa,l and Aurangabad
Future Group launched 'The Great Indian Shopping Festival'
Future Group announced the launch of mobile telephony services under the
brand name T24 on the GSM platform

2009

Big Bazaar initiated the Maha Annasantarpane program at its stores in South
India – a unique initiative to offer meals to visitors and support local social
organizations
Big Bazaar captured almost one-third share in food and grocery products sold
through modern retail in India
Pantaloon Retail celebrates its first Shopping Festival across all retail formats
in key Indian cities.

2008

Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar
Big Bazaar crosses the 100-store mark, marking one of the fastest expansions
of the hypermarket format anywhere in the world.

2007

Big Bazaar launched its 50th store in Kanpur

Big Bazaar partnered with [Link] to launch India's most popular
shopping portal
Big Bazaar initiated the Power of One campaign to help raise funds for the Save
The Children India Fund
Pantaloon Retail wins the International Retailer of the Year award at the US-
based National Retail Federation convention in New York, the and Emerging
Retailer of the Year award at the World Retail Congress held in Barcelona.
21

Created with
[Link]
 2006

Big Bazaar launched India's most popular shopping festival: Sabse Sasta Din
on 26th January
Big Bazaar launched Shakti, India's first credit card program tailored for
housewives
Navaras – the jewelry store launched within Big Bazaar stores
Home Town, the home building and improvement products retail chain, is
launched along with consumer durables format Ezone and furniture chain
Furniture Bazaar.

2005

Big Bazaar launched a unique shopping program: the Big Bazaar Exchange
Offer, inviting customers to exchange household junk

2004

Pantaloon Retail launches India's first seamless mall, Central, in Bangalore.

2003

Big Bazaar entered Tier-II cities with the launch of its store in Nagpur

2002

Food Bazaar, the supermarket chain is launched.

2001

Pantaloon Retail launches three Big Bazaar stores within 22 days in Kolkata,
Bangalore, and Hyderabad.

2.2.7 BIG BAZAAR

Big Bazaar makes your shopping more affordable with exciting offers and Show More
coupons to let you save money on all your orders.

Kishore Biyani, the owner of Big Bazaar, had big dreams for his business as he was
from a business family. The company aimed to provide good quality products at
affordable prices. He took the retail industry by storm. He had gone through various
breakthroughs and setbacks. Big Bazaar brought a major difference in his life. In 2001,
the first store was founded in Kolkata, and within the next 22 days, he opened more

22

Created with
[Link]
 than 2 stores. Since that day he has opened more than 100 stores in India. The idea
of Big Bazaar came from 'Saravana'. This store was a part of the Biyani family
business.
Kishore Biyani is an Indian businessman, an organizer, trader, and also a failed
filmmaker. But eventually, he became the Founder and the CEO of the Future Group,
which is one of India's biggest retail chains. Kishore Biyani is also the founder of
companies like Big Bazaar and Pantaloons. He was born on 9th August 1961, in
Mumbai in a family that has been involved in the business since the period of his
grandfather. His grandfather had a clothes shop when it used to be known as Bombay.
Kishore is currently a man of 59 years.

The Future Group is one of the biggest names in the Indian business sector. Kishore
Biyani, the founder and CEO of Future Group, is widely known as Sam Walton of
India. Retail King of India Kishore Biyani took the retail industry by storm. The Future
Group has over 70 million square feet of retail space in over 90 cities and 60 rural
locations all over India.

2.2.8 VARIOUS DEPARTMENTS IN THE STORE ARE AS FOLLOWS:

➢ Food bazaar department

➢ Cash department
➢ Appliances
➢ Plastics, utensils, and crockery
➢ Footwear
➢ New business development
➢ Furniture
➢ Human resources
➢ Visual merchandise
➢ Administration
➢ Warehouse
➢ Luggage
➢ Customer service department
➢ Maintenance.

CHAPTER-3

23

Created with
[Link]
 REVIEW OF LITERATURE

3.1 SALES PROMOTION AND CONSUMER RESPONSE \ PREFERENCE:

Sales Promotion is a tool that is used by retailers or manufacturers to attract

consumers to purchase more of their products. The outcome of sales promotion
always results in the use of a high amount of reserve, which attracts a lot of new
customers and thereby results in an additional increase in sales. In as much as all the
marketing activities are linked with sales promotions, which results in to increase in
consumers’ purchases and thereby improves intermediaries or retailers’ efficiency and
co-operation. According to Withier and Moore (2007), sales promotion remains
indispensable in any marketing activity. Many purchase situations are so usual that
shoppers conduct a very minor cognitive activity. It is hard to stimulate behavior such
as brand switching or an increase in the number of units purchased The increasing
interest in the use of sales promotion as a marketing tactic has resulted in an unusual
growth of research in this area. Sales promotions consist of a huge variety of
temporary planned promotion tools which is generating a preferred response from the
consumer (Gilbert and Jackaria, 2002).

Sales promotion has become an integral part of the promotion schemes of both
manufacturers and retailers of durable as well as non-durable consumer goods. It
consumes a very significant portion of the promotional expenses of marketers. In some
developed countries allocation of the promotion budget to sales, the promotion has far
exceeded spending on advertisement. Brand managers are now relying heavily on
sales promotion because its impact on sales is more direct, immediate, and
quantifiable as compared to an advertisement. Marketers use both price and non-price
promotions either independently or in association with each other. Price promotions
allow buyers to make some savings of money whereas non-price promotions like
premium add value to the offer. Point-of-Purchase promotions like feature
advertisements and displays lead to impulse buying. The dynamic nature of sales
promotion has inspired many researchers to turn their attention to studying the various
issues related to this element of the promotion mix. Studies have been conducted on
the planning, implementation, and evaluation aspect of sales promotion worldwide.
These studies are reviewed and presented briefly under suitable titles or headings like
Studies on Consumer Promotion, Studies on SalesForce Promotion, Studies on Trade
Promotion, and Other Studies on Promotion. Sales promotion is a marketing activity
that adds to the basic value proposition behind a product ( getting more for less) for a
limited time to stimulate consumer purchasing, selling effectiveness, or the effort of
the sales force (Aderemi, 2003). This implies that sales promotion may be directed
either at the end consumers or at selling intermediaries such as retailers or sales
crews.

24

Created with
[Link]
 Sales promotion can be an effective tool in a highly competitive market when the
objective is to convince retailers to carry a new product or influence consumers to
select it over those of competitors. More so, sales promotion tends to work best when
it is applied to items whose features can be judged at the point of purchase, rather
than more complex, expensive items that might require hands of demonstration (Kotler
and Keller, 2006). Sales promotion includes communication activities that provide
extra value or incentives to ultimate customers, wholesalers, retailers, or other
organizational customers. It also stimulates sales of product trials (Kotler and Keller,
2006). However, according to Keller (2003), consumer preference is the process by
which the individual search for, selects, purchase, use and dispose of goods and
services, in satisfaction with their needs and wants. The consumers’ behavior has a
direct effect on the success of the firm and therefore must ensure that they create a
marketing mix that satisfies consumers. The consumer mostly goes through about five
steps in taking one purchase decision. These include Problem recognition, Information
search, Evaluating alternatives, Purchase decisions, and Purchase and Post
Purchase evaluation. Actual purchasing is only one stage of the process and not all
decision processes lead to a purchase. Also, not all consumer decisions will include
all the stages but will depend on the degree of complexity and risk involved. Instant
noodles have become a common kitchen item in most Far East countries since their
introduction in 1958. Noodles have a history of more than 2000 years in China and
from there it has spread to Japan and Europe. However, it was not until 1958 that
Nissin Foods of Japan introduced the first instant "Chicken Ramen" which was
intended to be eaten anywhere. Instant noodle is called “Raumen” in Japan. "Raumen"
is a noodle soup loved by all Japanese. The four components of raumen noodles,
sauce, broth, and toppings can create countless variations. The key ingredients in the
sauce include salt soy sauce and miso. The history of Raumen had not appeared by
1900. Since this year, Chinese cooks have started to make Chinese noodles all over
Japan and Japanese people re-make those noodles for the Japanese climate and
favorite taste. In 1958 Raumen rapidly became popular among the Japanese people,
this year; the first instant noodle in the world was sold. After that, invented Miso
Raumen in 1961 and cup noodle in 1971. In the late 1980's Tonkotsu or pork broth,
marked an epoch in Tokyo. After that, people started searching for local varieties with
new tastes. Among the cities spotlighted were Asahikawa in Hokkaido, Wakayama,
and Tokushima. Since the mid-1990, however, the focus has shifted from localities to
individual chefs. And now there are over 200 thousand raumen restaurants in Japan.
Raumen became the Japanese national food.
In Nigeria, Noodles are popular among most of the citizens of the country. Noodles
have become a common and popular category among the young and old as it identifies
them with quick satisfaction (Adeleke & Aminu, 2012). This has prompted Indomie
noodles to become a household name. However the Indomie market is among the
turbulent markets due to increased competition, environment, quality, promotion, and
brand name among others and all these factors affect brand loyalty. Noodles like
Dangote noodles, Cherie noodles, and Golden Penny noodles are some of the other
Noodles we have in Nigeria yet the common name attached to all iIndomie Noodles
thus making Indomie noodles have the competitive edge over others.

25

Created with
[Link]
 CHAPTER-4

DATA ANALYSIS AND INTERPRETATION

26

Created with
[Link]
 27

Created with
[Link]
 28

Created with
[Link]
 29

Created with
[Link]
 30

Created with
[Link]
 31

Created with
[Link]
 32

Created with
[Link]
 33

Created with
[Link]
 34

Created with
[Link]
 35

Created with
[Link]
 36

Created with
[Link]
 37

Created with
[Link]
 38

Created with
[Link]
 39

Created with
[Link]
 40

Created with
[Link]
 41

Created with
[Link]
 42

Created with
[Link]
 43

Created with
[Link]
 44

Created with
[Link]
 45

Created with
[Link]
 46

Created with
[Link]
 47

Created with
[Link]
 48

Created with
[Link]
 49

Created with
[Link]
 50

Created with
[Link]
 51

Created with
[Link]
 52

Created with
[Link]
 53

Created with
[Link]
 CHAPTER-5

RESEARCH METHODOLOGY

overview of research methodology

RESEARCH TYPE DESCRIPTIVE RESEARCH

POPULATIONATION SIZE CUSTOMER OF BIG BAZAAR

CHENNAI

SAMPLING TECHNIQUES CONVENIENCE SAMPLING

SAMPLING AREA CHENNAI

SAMPLING SIZE STILL IN PROGRESS

DATA COLLECTION INSTRUMENT QUESTIONNAIRE

5.1 DESCRIPTIVE RESEARCH:

The descriptive research method primarily focuses on describing the nature of

a demographic segment, without focusing on “why” a particular phenomenon occurs.
In other words, it “describes” the subject of the research, without covering “why” it
happens. Gather research insights

5.2 RESEARCH DESIGN:

A research design is a step-by-step approach used by a researcher to

conduct a scientific study. It includes various methods and techniques to research so
that a research problem can be handled efficiently. A researcher has a series of
questions that he needs to find answers to by conducting research.

54

Created with
[Link]
 5.3 SAMPLING TECHNIQUE:

The sampling technique was used in convenience sampling.

SOURCE DATA:

The two main data for the present study been used are primary and secondary data.

PRIMARY DATA:

This data was collected from the respondents.

SECONDARY DATA :

Under this, the sources were taken from the internet or study.

SAMPLING DESIGN:

A sample design is a framework, or road map, that serves as the basis for
the selection of a survey sample and affects many other important aspects of a survey
as well. In a broad context, survey researchers are interested in obtaining some type
of information through a survey for some population, or universe, of interest.

SAMPLE POPULATION:

My sample population is a customer of the big bazaar, Chennai,

SAMPLE SIZE:

Considering the nature and extent of the study and the time constraint a
sample size of 110 respondent have been taken

5.4 METHODOLOGY AND FRAMEWORK

STATISTICAL TOOLS USED FOR DATA ANALYSIS:

The following tools were used for data analysis and interpretation

1 . Percentage method analysis

2. Chi-square analysis

3 .Simple correlations

5.5 PERCENTAGE METHOD:

55

Created with
[Link]
 The percentage formula is used to find the amount or share of something in terms of
100. In its simplest form, percent means per hundred. To express a number between
zero and one, a percentage formula is used. It is defined as a number represented as
a fraction of 100. It is denoted by the symbol % and is majorly used to compare and
find out ratios.

5.6 CHI-SQUARE:

Chi-Square Test for Association/Independence. The second type of chi-square test is

Pearson’s chi-square test of association. This test is used when we have categorical
data for two independent variables and we want to see if there is any relationship
between the variables.

5.7 SIMPLE CORRELATION:

Simple correlation is a measure used to determine the strength and the direction of
the relationship between two variables, X and Y. A simple correlation coefficient can
range from –1 to 1. However, maximum (or minimum) values of
some simple correlations

56

Created with
[Link]
 CHAPTER-6

FINDINGS, SUGGESTIONS, AND CONCLUSION

6.1 FINDINGS:

1. Majority 68.2% of the respondent are aged below 252.

2. From the survey it’s the evidence 40.9% of the respondent are male and 59.1% of
respondents are female

3. From the survey it’s the evidence 34.5% of the respondent are married and 65.5%
of respondents are unmarried

4. From the survey it is the evidence that 50% are attracted by the offers

5. From the survey it is the evidence that the 57.3% are satisfied 18% of people are
dissatisfied

6. From the survey it is the evidence that is 47.3% of students and 405 respondents
are working

7. From the survey it’s the evidence that 50.9% of respondents are feeling tv is suitable
to promote the various promotional scheme.

8. From the survey is the evidence that 32.7% of the respondent are says need to
improve the monthly saving offers provided to customers to promote

9. From the survey it’s the evidence 49.1% of respondents are good through the big
day offers

10. 80.9% of the customer can understand the signage or display and remain 19.1%
are not considering

11. From the survey it’s the evidence 40.9% of respondents are says average
regarding are says good regarding exchange mela

12. Only 1.8% are dissatisfied with the price of the product in big bazaar

13. From the survey is the evidence that 26.4% of respondents are satisfied big day
offer

14. Many 13.6% of respondents are says average t24 free recharge

57

Created with
[Link]
 15. 31.8% of the customer choose a big bazaar for their coinvent nearby town

16. From the survey it is evident that 38.2% of respondents are doing the billing range
502-1000

17. 90% of customers considered the promotion scheme and the remaining 10% Are
not consider it

18. 46.4% of the respondent prefers to food department to purchase In the big bazaar

19. 48.2% of respondents are considering quality while purchasing the product in a
big bazaar

20. From the calculation I found that there is no significant relationship between gender
and the department That prefer to buy the product.

6.2 SUGGESTIONS AND RECOMMENDATIONS OF THE STUDY

1. The company should focus on t24 free recharge ( big bazaar Telcom service)
because this scheme was not reached for many customers are said to need better
improvement, so the employee from the t24 department should clearly explain that.

2. The payback is also one of the promotional schemes which need better
improvement, so the company appoints an employee to convey the details about the
payback offers

3. The ambiance in the company is average for the customer because of the
unwanted background music and creating sound from the external and the smell from
the bakery are also be rectified in future.

4 . The advertisement about the company is also on average for most of the
Customer so have to give it a better way of advertisement like frequent telecast about
the product and offers of the company.

5. Do a better way of the exchange mela for the customer like instead of giving
the discount coupons give any product which worth for the old one.

58

Created with
[Link]
 6.3 CONCLUSION

In my study on the sales promotional activities and their effectiveness at a big bazaar,
I have concluded the following most of the customer buying decisions are depending
on the quality and Lowest price of the product. Most of the customers walk–in-to buy
the product from the food department of a big bazaar. Only monthly savings and big
day (ss5d) offers are very good schemes to promote sales. It was found that the
company has a very good image in customer’s mind.

59

Created with
[Link]
 QUESTIONNAIRE FRAMEWORK

Demographic Details:

NAME: QUALIFICATIONS:

AGE: OCCUPATIONS:

GENDER:

1. Which factors do you normally consider while purchasing a product in the big
bazaar?

A. Ambiance

B. Quality

C. Company image

D. Price

E. Others

2. Which sales promotional activity attracts you more?

A. Offer

B. Discount on every article

C. Gift on purchase

D. Prices off

Others

3. What do you think about the price of the products?

A. Highly satisfied

B. Satisfied

C. Moderate

D. Dissatisfied

60

Created with
[Link]
 E. Highly Dissatisfied

4. In which sales promotional activities are you satisfied more in the big bazaar?

A. Payback offer

B. Monthly saving offer

C. Gift voucher

D. Big day offer

E. Others

5. In which department do you prefer to buy more products in a big bazaar in Chennai?

A. Food

B. Home appliances

C. Toys and sports

D. Non-food (soap, men grooming)

E. Others

. What do you think about the approach of a sales representative?

A. Excellent

B. Good

C. Average

D. Bad

E. Very bad

7. Opinion about the sales promotion activities carried out by the company?

A. Excellent

B. Good

C. Average

D. Bad

E. Very poor
61

Created with
[Link]
 8. What is your opinion about the advertisement?

A. Highly satisfied

B. Satisfied

C. Average

D. Dissatisfied

E. Highly dissatisfied

9. What is your opinion about the big bazaar on the availability of products?

A. Excellent

B. Good

C. Average

D. Poor

E. Very poor

10. Which medium do you feel is suitable to promote the various promotional
schemes?

A. Radio

B. Tv

C. Newspaper

D. Hoarding

E. Others

11. What do you think about the sales services of a big bazaar?

A. Excellent

B. Good

C. Average

D. Bad

E. Very bad

62

Created with
[Link]
 12. Which promotional activities need better improvement in the big bazaar?

A. Offer

B. Discount

C. Gift

D. Prices

E. Others

13. What do you think about the big day offer?

A. Excellent

B. Good

C. Average

D. Poor

E. Very poor

14. Why are you choosing a big bazaar?

A. Nearby hometown

B. Customer service

C. Company image

D. Low price

E. Others

15. Do you understand the products by signage (or) display?

A. Yes

B. No

16. What do you think about exchanging mela?

A. Excellent

B. Good

C. Average
63

Created with
[Link]
 D. Poor

E. Very poor

17. What do you think about T24 free recharge (Big Bazaar’s telecom service)?

A. Excellent

B. Good

C. Average

D. Poor

18. Do you consider promotional schemes while purchasing a product in the big
bazaar?

A. Yes

B. No

19. May I know your average billing range in big bazaar, Chennai?

A. Below 5000

B. 501-1000

C. 1000-3000

D. 3001-5000

E. Above 5000

20. Any suggestions to improve the sales promotional activities in a big bazaar.

21. what is the reason behind purchasing the big bazaar?

A . good satisfaction over the good

B. reasonable price

C. more offers

D. any others

E. Option 5

64

Created with
[Link]
 22. Do you prefer to go to the big bazaar with me?

[Link] members

[Link]

[Link]

23. how is your overall experience in the big bazaar?

A. Excellent

B. Good

C. Average

D. Poor

24 . would you visit the big bazaar again?

A. Sure

B. maybe

[Link]

25. do you suggest anyone shop at the big bazaar?

[Link]

B. NO

65

Created with
[Link]
 BIBLIOGRAPHY

WEBSITES:

www. Sales and promotion of big bazaar.

Impotantance of big bazaar etc…..

66

Created with
[Link]