Name: Vinay Kumar (2008 -2010 “A”)

Title: Promotional Strategy of Big Bazaar & Maintaining the image in Retailing

 

Executive Summary

Indian retail sector is witnessing one of the most hectic Marketing activities of all times.  The companies are fighting to win the hearts of customer who is God said by the business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. In India, that advantage goes to “BIG BAZAAR”. It has brought about many changes in the buying habits of people. It has created formats, which provide all items under one roof at low rates, or so it claims. In this project, we will study its marketing strategies and promotional activities.

The research titled ‘A Study on the effective promotional strategy which influences customer to purchase a product of Big Bazaar’ helps us to understand the effect of  promotional strategy  which is responsible for attracting customer towards big bazaar This study helpful to top level management to improve the present promotional strategy  of BIG BAZAAR.

The report deals with the impact of promotional activity which attracting customer towards big bazaar.

The research was carried out as per the steps of Marketing Research. The well supportive objectives were set for the study. To meet the objectives primary research was undertaken. The data collection approach adopted was experimental research & survey research. The instrument used for the data collection was observation & questionnaire. The target respondents were the visitors of BIG BAZAAR, with the sample size of 90 for the study of sales management of the company. Tables & charts were used to translate responses into meaningful information to get the most out of the collected data. Based on those the inferences have been drawn with peer supportive data.

 

 

 

Objectives:

To know the effective promotional strategy which influence customer to purchase a product of Big Bazaar.

Sub-objectives:

  1. To know the promotional strategy of big bazaar
  2. How Big Bazaar Establish and maintain the in retailing through promotion

 

Recommendations:

  • Big bazaar should keep offers in regular intervals so that there should not be a long term gap, because offer is the most influencing factor which is responsible for customer purchase decision.
  • And they also concentrate on T V advertisement they should show ads and promotional offers in a regular interval in three languages like Kannada Hindi English.
  • Hoarding should be placed uncovered area.

Limitations:

  • The study was restricted to only the customers of BIG BAZAAR, Gurgaon.
  • The time constant was a limiting factor, as more time required carrying out study on other aspects of the topic.
  • The result and analysis based on the customer survey method and small  sample size has  taken only 90
  • Findings are related to particular areas

Conclusion:

Indian retail sector is witnessing one of the most hectic Marketing activities of all times.  The companies are fighting to win the hearts of customer who is God said by the business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. In India, that advantage goes to “BIG BAZAAR”. It has brought about many changes in the buying habits of people. It has created formats, which provide all items less than one roof at low rates.

The consumer’s preferences are changing & they are moving from Traditional Kirana stores to Modern Retail outlet. It’s the main challenge to the Modern retail outlets to attract the customers towards them from that of competitors. To attract more customers companies have to carry out the promotional activities in unique way. BIG BAZAAR has maintained that uniqueness & has succeeded in attracting customers.

The promotional activity of the company, which famous as Less Price than others as it says ‘Nobody Sells Cheaper and Better!’ is made its place in minds of customer. As the competition is becoming stiff in the market the activities conducted by the company are unique, that have brought fruitful result to the company. Among them sales Promotions is one of the leading activity or unique among all other activities & has high influence on the customer walk-in.

 

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The above article was extracted from dissertations in Marketing, Finance, Human Resources, Strategy, Information Systems by the students from Skyline College. Skyline College is amongst the top MBA and BBA institutes in Delhi, Gurgaon (NCR).

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