Big Bazaar and D-mart

A RESEARCH PROJECT REPORTON “A Study on the effective promotional strategy influencing customer for The products of “ In Partial fulfillment of the subject MC&QA in semester 1 In MBA program at LDRP-ITR KADI SARVA VISHWAVIDYALAYA GANDHINAGAR SUBMITTED TO: MS. HEMALI BROKER SUBMITTED BY: CHANDRADIP VANKAR(1214MBA 30296) SHREY PATEL (1214MBA30 ) ACKNOWLEDGEMENT We wish to acknowledgment the help of all those who have provided me information, guidance and other help during our training period. Without their help it would have been difficult for us to have reached this state of completion of our project report. We are very thankful to MRS. HEMALI BROKER for giving me their valuable advice and guidance towards fulfillment of the project. In writing this project report, we have drawn on thoughts from a variety of discipline that has bearing on the different facts of the topics. We own a profound intellectual debt to KSV University to contribute our thinking on this subject. We would like to give heartily thanks to LDRP ITR. Who have given us an opportunity to learn something practical apart from books by including the in-plant training in our MBA PROGRAM? We are also thankful to all our family members and our friends who are help to make this project successfully. 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. Here, that advantage goes to ―BIG BAZAAR & D-Mart‖. It has brought about many changes in the buying habits of people. It has created formats, which provides all items under one roof at low rates, or so it claims! In this project, we have studied its marketing strategies and promotional activities. The project titled „A Study on the effective promotional strategy influences customer for the product of Big Bazaar and D-Mart‟ helps us to understand the effect of promotional strategy which is responsible for attracting customers towards big bazaar & d-mart This study is helpful to top level management to improve the present promotional strategy of BIG BAZAAR & D-Mart. The project 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 & D-Mart, with the sample size of 120 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. INDEX Chapter No. ACKNOWLEDGEMENT EXECUTIVE SUMMARY 1 INTRODUCTION 1.1 1.2 INTRODUCTION OF PROJECT WHY HAS THIS INDUSTRY/TOPIC BEEN SELECTED? 1.3 1.4 1.5 2 2.1 2.2 2.3 2.4 2.5 2.6 2.7 3 3.1 3.2 3.3 3.4 3.5 3.6 3.7 4 INRODUCTION OF BIG-BAZAAR INTRODUCTION OF D-MART LITRATURE REVIEW RESEARCH METHODOLOGY RESEARCH METHODOLOGY RESEARCH OBJECTIVES DATA COLLECTIONS METHODS SAMPLING METHOD INDUSTRY ANALYSIS COMPANY OVERVIEW ANALYSIS AND INTERPRETAIONS DATA ANALYSIS DEFINITION OF MARKETING MIX 4P‘S OF BIG BAZAAR & D-MART PROMOTIONAL STRATEGIES BIG BAZAAR D-MART ORGANITATON STRUCTURE CUSTOMER BUYING DETERMINANTS TOPIC PAGE No. I II HYPOTHESIS 5 3.1 3.15 4.7 4.2 3.4 4. 15 16 17 19 22 24 26 27 28 30 33 33 36 38 39 41 42 46 47 49 51 53 54 55 . No.14 3.13 3.5 4.9 3.5 6 7 FINDING SUGGESTION LIMITATION CONCLUSION BIBLIOGRAPHY ANNEXURE TABLE-CHART INDEX Fig.7 3.6 3.2 4.4 3.8 4.3 3.12 3.1 4.6 4.10 3.8 3. 3.9 NAME OF THE CHART MARKETING MIX STORE‘S ADVERTISEMENT PURCHASING PRODUCT IN STORE CHOOSE PRODUCT (BIG-BAZAAR) CHOOSE PRODUCT (D-MART) UNEXPECTED OFFERS DISTANCE OF STORE PARKING FACILIITY STORE STRUCTURE LOCATION OF STORE CHOOSE FACTOR SOURCE ABOUT OUTLET OFFER TAGLINE OF BIG-BAZAAR TAGLINE OF D-MART ADVERTISEMENT EFFECT PROMOTIONAL ACTIVITIES OF STORE PATTERN CHANGE AT PROMOTION SERVICE PROVIDED BY STORE SERVICE OF STORE ORGANIZATION STRUCTURE STORE STRUCTURE DEMOGRAPHIC ANALYSIS-AGE OCCUPATION FAMILY MEMBER PAGE No.11 3.3 4. 10 4.14 4.12 4.15 VISIT A STORE EXPENSE IN SHOPPING SECTION OF THE STORE LIKE THE MOST GENDER REASON COMING TO THE STORE REASON IT‘S AN BIG BAZAAR 56 57 59 61 62 63 .13 4.4.11 4. CHAPTER.1 INTRODUCTION . 1.1 INTRODUCTION OF PROJECT As a part of our study of MBA programme, we are given capstone project work to develop our analytical faculties as professional students. In relation to the aforementioned objective the project undertaken by us covers marketing analysis of national. The study converges on two major giants in global market: 1. Big Bazaar 2. D-Mart 1.2 Why has this industry/topic been selected?  Ones a customer get inside the store he will find all kinds of products available that may be Food item, Cosmetic, Electronic, Garments, Furniture etc.  Because of these features it has a very good reputation in that area and customers who are residing far away and in other areas they also visit the store.  This department is responsible for the product arrangement at the store with respect to their nature.  This department is responsible for the maintenance of the systems of the stores. 1.3 INTRODUCTION TO THE TOPIC: Big Bazaar Store Pantaloon Retail (India) Limited, is India's leading retail company with presence across multiple lines of businesses. The company owns and manages multiple retail formats that cater to a wide cross-section of the Indian society and is able to capture almost the entire consumption basket of the Indian consumer. Headquartered in Mumbai (Bombay), the company operates through 5 million square feet of retail space, has over 331 stores across 40 cities in India and employs over 17,000 people. The company registered a turnover of Rest 2,019 corer for FY 2010-11. It owns and operates multiple retail formats including Pantaloons, Big Bazaar, Food Bazaar, Central, EZone, Fashion Station, Depot and many others. Pantaloon Retail forayed into modern retail in 1997 with the launching of fashion retail chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines the look and feel of Indian bazaars, with aspects of modern retail, like choice, convenience and hygiene. Food Bazaar, food and grocery chain and launch Central, a first of its kind seamless mall located in the heart of major Indian cities, followed this. Some of its other formats include, Collection I (home improvement products), E-Zone (consumer electronics), Depot (books, music, gifts and stationary), All (fashion apparel for plussize individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its retailing venture, futurebazaar.com. The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon Industries Ltd, Galaxy Entertainment and Indus League Clothing. The group also has joint venture companies with a number of partners including French retailer Etam group, Lee Cooper, Manipal Healthcare, Jaywalker‘s, Gini & Jony and Liberty Shoes. Planet Retail, a group company owns the franchisee of international brands like Marks & Spencer, Debenhams, Next and Guess in India. Pantaloon Retail is listed on BSE and NSE with a turnover of Rs 2,018 crores for financial year ended 2008-09. Pantaloon Retail was selected as the Best of Best Retailers in Asia by Retail Asia-Pacific Top 500 magazine in 2006. Future Group Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater to the entire Indian consumption space. The Future Group operates through six verticals: Future Retail (encompassing all retail businesses), Future Capital (financial products and services), and Future Brands (management of all brands owned or managed by group companies), Future Space (management of retail real estate), Future Logistics (management of supply chain and distribution) and Future Media (development and management of retail media). Future Capital Holdings, the group's financial arm, focuses on asset management and consumer finance. It manages two real estate investment funds (Horizon and Kshitij) and consumer-related private equity fund, Indecision. It also plans to get into insurance, consumer credit and other consumer-related financial products and services in the near future. Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner." One of the core values at Future Group is , 'Indian‘s' and its corporate credo is - Rewrite rules, Retain values. Future Group Manifesto ―Future‖ – the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us 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. We, in 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, we will effect socio-economic development for our customers, employees, shareholders, associates and partners. Our customers will not just get what they need, but also get them where, how and when they need. We will not just post satisfactory results, we will write success stories. We will not just operate efficiently in the Indian economy, we will evolve it. We will not just spot trends; we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing. Big Bazaar is a chain of shopping malls in India currently with 29 outlets, owned by the Pantaloon Group. It works on same the economy model as Wal-Mart and has had considerable success in many Indian cities and small towns. The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd. Big Bazaar stores in Metros have a gaming area and kids play area for entertainment. Cities where stores are located are, Agra, Ahmadabad, Allahabad, Ambala, Asansol, Bangalore, Bhubaneswar, Chennai, Coimbatore, Palakkad, Kolkata, Delhi, Durgapur, Ghaziabad, Gurgaon, Hyderabad, Indore, Lucknow, Kanpur, Mangalore, Mumbai, Nagpur, Nasik, Panipat, Pune, Rajkot, Surat, Thane, Thiruvananthapuram, Vishakhapatnam. Big Bazaar is not just another hypermarket. It caters to every need of customer‘s family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. At Big Bazaar, customer will definitely get the best products at the best prices -- that‘s what Big Bazaar 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 customer. And this is just the beginning. Big Bazaar plans to add much more to complete customers shopping experience Departments with their Products 1) Men‟s Department Formals (Shirts & Pants) Jeans T-Shirts Major brands in this department Pantaloon 2) Furniture Department Dining Table Bedroom Accessories Hall accessories (Sofa sets, Chairs, Computer table etc) Mattresses 3) Home Decor Flower vase Artificial Flowers Religious gifts Candle stand Umbrellas Photo Frames Assorted color Stones Frame Paintings Water falls (artificial) Birthday items Chronology 2001  Three Big Bazaar stores launched within a span of 22 days in Kolkata. Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High Street Phoenix 2005  Launches a unique shopping program: the Big Bazaar Exchange Offer. Bangalore and Hyderabad 2002   Big Bazaar . It is voted among the top ten service brands in the country in the latest Pitch-IMRB international survey  2010  Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. .ICICI Bank Card is launched.com to launch India's most popular shopping portal 2008  Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of its 101st store within 7 years of launch Big Bazaar joins the league of India‘s Business Super brands. Adjudged the most preferred Most Preferred Multi Brand Food & Beverage Chain. inviting customers to exchange household junk at Big Bazaar 2007   The 50th Big Bazaar store is launched in Kanpur Big Bazaar partners with Futurebazaar.000 small and medium Indian manufacturers and entrepreneurs with around 200 million customers visiting its stores. Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop  Big Bazaar connects over 30. 1000 2012  Partnered with Disney to launch "Kidz Cookies".2011    200th store opened in India Big Bazaar has come up a new logo with a new tag line: ‗Naye India Ka Bazaar‘ For the convenience of the online customers. toiletries. bed and bath linen. including foods. vegetables cutting at free of cost 1. de-seeding. garments. exclusively for kids across India  Big Bazaar is planning to add further value to its retail services by offering Value added services like grinding. meeting all their daily household needs. Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and supermarkets by the store name D-Mart. . A wide selection of home utility products is offered.4 INTRODUCTION OF D-MART STORE: D-Mart offer products to satisfy the entire family‘s needs. Big Bazaar has started free shipping on all orders above Rs. Merchandise offered at D -Mart is always at lower prices. beauty products. kitchenware. D-Mart seeks to provide a one-stop shopping experience for the entire family. Avenue Super Marts Ltd. D-Mart respects your intelligence by offering a wide choice of brand and pack sizes. Stores are designed with customer convenience in mind. couple with easy-tounderstand communications and information. home appliances and much more. Vision It is our continuous endeavor to investigate. Andhra Pradesh and Karnataka. Today D-Mart is established in 46 locations across Maharashtra. DMart is now looking forward to growing its stores across India. We hire professionals who share our values and unabashedly lead by example. Andhra Pradesh and Karnataka. Bangalor . Pune. We value simplicity and humility in our people and strongly believe that integrity and merit is the only route to growth at ASPL. in: Maharashtra    Mumbai Navi Mumbai Thane    Pune Solapur Sangli Gujarat        Ahmedabad Rajkot Baroda Surat Anand Amravati Kolhapur Andhra Pradesh Hyderabad. Gujarat. identify and make available new products/categories for the customer‘s everyday use and at the ‗best‘ value than anybody else. Baroda. Culture At ASL. Karnataka. we‘re strong believers in deriving excellence in customer service through systemic training and rigor at work. Sangli and Solapur.Since D-Mart first opened its doors in the Mumbai region in 2000. Presence D-Mart's expansion began in 2007. it has grown into a trusted and well-established shopping destination in Maharashtra. Gujarat. when stores were opened in Ahmedabad. Product offrings: D-Mart ofeers a wide selections of products in the following categories:         Foods Toiletries and Beauty products Garments Kitchenware Bed and Bath linen Toys & Gmaes Stationery Home Appliances Footwar . withsome research efforts having attempted to explore the evolution of store image formation(Mazursky and Jacoby 1986). service.‖ A later study by Baker. institutional attributes. pricing and assortment). promotion. These were grouped into nine broad categories. including: merchandise. higher priced retailers (namely. Consumers‘ perception of store image is based. convenience. Given the prevalence in the literature of merchandise and service as two key determinants in the formation of store image. Grewal and Parasuraman confirmed that ―the store image literature suggests there are linkages between merchandise and service quality. A 1994 study by Baker. less tangible or psychological attributes (Lindquist 1974). Jain & Etgar 1976: King & Ring 1980. and others seeking to conduct a meta-analysis of retail patronage studies (Pan & Zinkhan 2006). and store image. physical facilities. on functional qualities that the store may possess. and “service related aspects‖ (such as quality in general and salesperson‘s service) are among the most important components of store image. Lindquist analyzed over 20 studies dealing with store image formation and identified 35 different aspects that in reveal any prior studies where clustering techniques had been used to study consumers‘ perceptions of stofluence store image formation. clientele. these two attributes were selected for this present study to gauge consumer‟s perceptions of retail stores.5 LITRATURE REVIEW (Doyle& Fenwick 1974. This is of interest from a strategic marketing standpoint in that many off-price retailers carry the same quality merchandise as other. The clustering of retail stores based on these two attributes will yield a better understanding of competition within the retailing industry. in part. Grewal and Voss (2002) also confirmed that service quality was a key determinant of store image. However. and posttransaction satisfaction. and by other. These attributes were incorporated in this study by obtaining consumer similarity judgments on retailers‘ ―service quality‖ and ―merchandise quality”. Mazursky and Jacoby (1986) conducted a similar analysis and verified that ―merchandise related aspects‖ (such as quality. In previous years. Chowdhury et al 1998). the existing literature did not retail image.1. store atmosphere. competition within the retail sector was more clearly delineated . department stores and specialty stores). No longer can the competition be viewed as narrowly – merely by store type . Off-price retailers strive to convince consumers that their product quality is comparable to that of department stores. This study will enable us to confirm whether consumer perceptions of product quality will also yield information that would be of strategic interest to retailers. stores of a specific type tended to compete with like stores in reality.as it had been in the past for purposes of marketing strategy development. these distinctions (at least with regards to merchandise quality) may not be as clear today since off-price retailers often carry the same merchandise as specialty and department stores.in that department stores tended to compete with other department stores. and in general. CHAPTER 2 . 1 Research Methodology: Since the study is on retail sector first the detail study of the store is been conducted about its Management team its structure the number of departments which all brands does the store has. Based on the topic objectives were set and to arrive at the opinion on objectives a set of 120 questionnaires were designed of 26 questions and response is collected from the customers who are visiting the store. 2.2 RESEARCH OBJECTIVE .Research Methodology 2. who are its suppliers about its warehouses. For data collection Random Convenient sampling method was adopted. For this project the area of research is Ahemadabad. There is also a use of secondary data. books. himalya mall 2.e. collected from the various journals.  How Big Bazaar and dmart Establish and maintain the in retailing through promotion 2.4 Sampling Method Since the study is restricted to Retail sector. Sampling . Primary data Big Field Survey Bazaar records.  To analyse product mix. Feedback for the display has been taken by asking questions & observation has also done to gather primary information. Well-structured questionnaires were prepared & the survey was undertaken.Company Websites Area of research: . To know about the growth prospective with respect to demand analysis. all the functional Departments of Big Bazaar & D-Mart and the respondents are found at the store only so according to the convenience randomly they are being picked so sampling method is used in this study is Random Convenient Sampling.Book . To know the promotional strategy of Big Bazar D-Mart. and websites & from Store managers.Sabarmati area Research approach: Survey method Ahmedabad. Primary data has been used abundantly for the study. D-Mart Secondary data - records. To comprehend the determinants of customer satisfaction.3 Data Collections Methods: Market research requires two types of data i. To know the relation between promotional strategy and buying decision. secondary data and primary data.     To scan customer buying behavior. ‖ . In the current financial year. and China. limited edition collectibles. The company will also venture into e-commerce by the end of this year. Spain. d'mart Exclusif plans to open 3 stand-alone showrooms. Our first preference is stand-alone showrooms on high streets. For the shop-in-shop format. objects d‘art. Praveen Rao. 15-16 boutiques at airports/ malls. Vice President. said: ―The ideal location to open a new store depends on a number of factors. he said that an exclusive franchisee would be required to invest a sum of Rs1 crore and must have an area of 1. crystal ware. furniture accessories and gifts items. Dolphin Mart is the importer and distributor of premium signature art and decor pieces including silverware. followed by reputed mall/shopping complexes.Sample size Sampling Method Sample Unit Measuring Tools : 120 respondents : Random Convenience sampling : Customer of Big bazaar & D-Mart : Questionnaire 2..ft. the company plans to invest a total sum of Rs 20-25 crore for expansion. Speaking about the location preferences for its new stores. the franchisee will have to invest up to Rs 20 lakh and must have an area of 500-600 sq.ft. figurines. The company claims that d‘mart Exclusive is the sole product distributor for such premium brands in India as per an agreement. and Dolphin Mart.‖ Highlighting the key requirements of a franchisee. Dolphin Mart's home decor and gifting solutions brand. France. It also plans to open a kiosk at T3 Terminal in Delhi and stores in tier 2 and 3 cities as well. selected and sourced from international brands in Italy.ft.000 sq. UK.5 INDUSTRY ANALYSIS: D MART D'mart Exclusive. Germany. and 14-16 franchise stores this fiscal. while a nonexclusive franchisee would have to invest Rs 30 lakh and have an area between 800 and 1.200 sq. plans to open around 35 stores and is targeting a turnover of Rs 80 crore this fiscal. The market has also extended from metro to tier 2 cities as well. Stores contribute 35 percent towards total sales of d'mart Exclusive. covering over 1. There is a huge untapped market for the Rs 140 billion home improvement vertical in India. Worldwide limited editions sell the most in India. Surat. Palakkad. there were 89 Big Bazaars spread across various cities and towns across the country. among all the products sold at demark Exclusie. In 2006-2007 more Indians discovered the value of shopping in Big Bazaar. Kiosks are an important lead creation point for the retailer. By May 2008. Big Bazaar launched 27 new stores in 22 cities. While Big Bazaar continued to expand in the large cities it also tapped consumptions potential in smaller cities like Agra. The year was 2001. Big bazaar Big Bazaar: This hypermarket chain was introduced in India by Pantaloon Retail (India) Limited. The first store opened in Kolkata and was followed by stores in Hyderabad and Bangalore. Kanpur. . Coimbatore. in a short span of 22 days.40 million square feet.He confirmed that d'mart Exclusive spends 10 percent of its total sales on advertising and marketing including more than 15 exhibitions annually. which d'mart Exclusive caters to. Panipat.89 crores to the PBDIT in the first year itself. the price band between Rest 25. contributing almost 60 percent towards the total sales of the company. which shows exponential growth in the sector. and Kolhapur. Indian consumers have disposable incomes and are looking for more upgraded lifestyles.000 and Rs 35. These stores contributed over Rs 43 crores to the company‘s turnover and over Rs 2. to Rao.000 is the most popular among Indian customers. Allahabad. It launched three successful brands – Pantaloon trouser bar denims and John Miller shirts between 1987 and 1993. A western model had to be adapted to suit the needs of the Indian environment various local markets and local market leaders were studied. The management was aware that in retail.―Jo bazaar mein milta who sab yahan milta hai‖ is how Rakesh Biyani Director Pantaloon Retail (India) Limited describes Big Bazaar. In the year 1997. Over the years the company has accelerated growth through its ability to manage change. Pantaloon has grown to a 29 store network and occupies 263. Big Bazaar represents a location where a customer can shop for anything that he needs for which he would normally visit a bazaar or the markets. This was done to understand the product mix and the prices offered. an exclusive men‘s wear retail store. on evolving formats suitable for India. This case study has been prepared as a basis for discussions. They contributed Rs 174 crores to the total turnover of the company. Retail in India is still at a nascent stage. Big Bazaar – the discount store — was launched in the year 2001. The business revolved around volumes. Whenever any of us need anything the simplest way to get it is to go to the bazaar.000 sq ft of the retail space. to meet the aspirations of he middle class. size mattered. Pantaloon Retail (India) Limited was incorporated as Manz Wear Private Limited in the year 1987. In a short span of two years it had added a Food Bazaar and Gold Bazaar to its ranges of offerings. At the time of the launch of Big Bazaar there was no real precedent in the Indian market Giants the RPG hypermarkets had opened in Hyderabad only two months prior to the launch of Big Bazaar. It became a public limited company in 1991 and was renamed Pantaloon Fashions (India) Limited and then Pantaloon Retail (India) limited in 1999. which expanded across India from 1994-1998 . One of the key discount retailers studied was Sarvanna Stores in Chennai. The bazaar is a term commonly used for the market or market place. It integrated backwards into garment manufacturing and expanded its retail network at the same time. Lifestyles retailing did not rally provide these volumes the volumes came from the large Indian middle class market that was waiting to be tapped. Pantaloon moved to large format lifestyle retailing with the launch of Pantaloons India‘s family St ore. . The company introduced the concept of The Pantaloon Shoppe. the concept of Big Bazaar was created. I want to run it. Big Bazaar Pvt. corporate gifts. D mart Dolphin Mart Limited.. footwear. fruits. he is in no hurry to sell any of his core businesses. Mitsubishi had made it a pre-condition to invest in Future Group‘s food sourcing and backend infrastructure. watches. Ltd. and stationary products. Kishore Biyani said he is not holding talks with anybody to sell stake in Big Bazaar Pvt. sports goods. utensils. 2. luggage. Keeping this in mind. if any. founded in 1992 is engaged in Lifestyle Retail Marketing of imported rare collectibles ranging from home dcor. accessories such as sunglasses.. Big Bazaar Pvt." Kishore Biyani told ET. Ltd. men's and women's apparel.. "Our debt levels are very comfortable and divestment. cutlery. electronics. India. Kishore Biyani was unavailable for comments and his spokesperson said the matter was speculative. and handbags. as Future Group has sorted out its debt crisis. Biyani has managed to reduce his debt by INR 60 billion. Now. furniture and . The company sells its products through its retail stores located nationwide. "In the past one month. Ltd. Mitsubishi did not respond to Business Standard seeking comment. was founded in 2001 and is based in Mumbai. "We are not in discussions with anybody. The company offers fashion and general merchandise including home furnishings. crockery. Ltd." the person close to Future Group said. art pieces. The store which would be created had to offer value to the consumer. vegetables. Inc.. Ltd and Food Bazaar. sources familiar with the matter said. Mitsubishi and Future Group discussed the issue in the US last week and Mitsubishi has even suggested a convertible structure that will allow an equity stake in Big Bazaar.6 Company overview Big bazaar Big Bazaar Pvt.. will only be in non-core assets. I don't want to divest my core retail business now." the Future Group Chief said. operates as a subsidiary of Future Group.Saving is the key to the Indian middle class consumer. toys. operates as a hypermarket. Mitsubishi Corporation is looking to acquire a stake in Big Bazaar Pvt. at Heritage Foods. is dedicated to offering a range of aspirational and lifestyle decoratives handpicked from renowned world class brands across the world. it goes through the farmer-broker-wholeseller-retailer chain which roughly takes a day. It has one of the largest multi-product. who provide after-sales. which attract customers  Maximum percent of footfalls converted in sales  Huge investment capacity . chief operating officer. its service centre is informed about the purchase which in turn calls the customer and says it will send technicians to install it.‖ says S Jagdish Krishnan. retail and bakery divisions. Its technicians get in touch with customers and install it.7 Analysis and interpretation SWOT ANALYSIS Strengths:  High brand equity enjoyed by Big Bazaar  State of the art infrastructure  A vast variety of stuff available under one roof  Everyday low prices. we can sell it profitably. it also has a 50 -member team which procures 55 per cent of its fresh produce locally in the areas where it operates. 2. collection and delivery services to customers.furniture accessories under two established premium brands namely dMart Exclusif and Woodmart Exclusif. multi brand service centre in the country. ―For. ―It is a challenge to handle fresh produce. A national player in the premium luxury segment. where 400 service staff and 120 skilled technicians work. So whenever a customer buys a big product like air-conditioner. If we work along with farmers and process it quickly.‖ Besides. with products from the classic to the contemporary. A large population still prefers to visit local convenient stores for daily purchases  Changing Government policies  International players looking to foray India . Reliance (Fresh and trends). Biggest value retail chain in India  It offers a family shopping experience. E.  Available facilities such as online booking and delivery of goods Weakness:  Unable to meet store opening targets on time  Falling revenue per sq ft  General perception: ‗Low price = Low quality‘  Overcrowded during offers  Long lines at billing counters which are time consuming  Limited only to value offering low price products. where entire family can visit together.  Increasing mall culture in India. Opportunity:  A lot of scope in Indian organized retail as it stands at approximately 4%.g.  More people these days prefer to visit big stores where they can find large variety under one roof Threats:  Competition from other value retail chains such as Shoprite. Hypercity and D mart. A no of branded products are still missing from Big Bazaar‘s line of products. Van heusen. Jockey.  Unorganized retail also appears to be a threat to Big Bazaar‘s business. 1 Definition of Marketing mix. Place. Price and Promotion. There are four elements: Product. They are called the .CHAPTER-3 Data analysis 3. Marketing mix is the combinations of elements that you will use to market your product. price is replaced by cost to the user.3.four Ps of the marketing mix. promotion becomes communication. Some people think that the four Ps are old fashionable and propose a new paradigm: The four Cs!* Product becomes customer needs.1 . Fig. Place becomes convenience. It looks like a joke but the Cs is more customer-oriented. 67 38.33%. 74 46 120 % 61. newspaper..Store’s advertisement Store Big-Bazaar D-Mart Total No. We can also interpret that the big-bazaar comparison is more powerful people attract with advertisement like T. gave response for more powerful advertise to BigBazaar is 61. Hoarding. is most of the part of purchasing by advertisement.V. from 120 respondents.33 100 Store’s advertisement 38. INTRPRETATION: Majority of the customers are give response for most powerful advertisement is Big-Bazaar.33 61.67 Big-Bazaar D-Mart Fig. .2 ANALYSIS: From the survey.67% & D-Mart is 38.3. 5% and none 7.0 100 Purchasing a product in Store 7.5%.67 Fig.33 31.3 ANALYSIS: From the survey. 52 38 30 0 120 % 43. INTERPRETATION: Majority of the customers are given response to Big-Bazaar. gave response Big-Bazaar is 43.3.5 0.33 Big-Bazaar D-Mart Both None 31.5 43.33% & D-mart is 31. We can also interpret from .67% & both is 17.67 25. from 120 respondents.2 4p‟s of Big Bazaar & D-Mart Product:  Purchasing a product in Store Store Big-Bazaar D-mart Both None Total NO.3.5 17. HP etc. Nokia.66 21.Hindustan Unilever Ltd.05 11.DJ & C . Samsung.77 11. . P&G.45 21.Convenience to buy Vs Place . Big-Bazaar 1 % Advertisement Reference Experience Quality Quantity 17. LG. furniture.02 24.36 15. etc.61 14.02 2 % 9.2 22.45 16. Pepsi.59 % 20. farm products.78 9.09 20. big bazaar has located itself in a good place from where it is convenient for people to visit big bazaar. child care.36 15. toys.9 14. As a hypermarket which is to be located far off the city.93 16.8 3 % 11.this that big bazaar has located itself in a good place from where it is able to attract customers.Communication Vs Promotion  HUC  ITC  P&G .16 11. food.Tasty Treat  End.43 5 % 24. Big-Bazaar Big Bazaar offers a wide range of products which range from apparels. ITC. HUL.45 22.16 12. Levis. of various brands like Pantaloon.Cola.48 21.Indian Tobacco Company .47 14.43 20. Big Bazaar also promotes a number of in house brands like: .66 6 .5 4 % 17.Consumer wants and need Vs Product .36 9.Procter & Gambler  Choose the product from the store.Cost to satisfiy Vs Price .48 16.91 24. Allen Solly. Notes  Four Cs! .43 10. Coca. 43%. & Fifth rank is 17.48%.86 15. & Fourth rank is 22.90%.93 Big-Bazaar 6 % Big-Bazaar 5 % Big-Bazaar 4 % Big-Bazaar 3 % Big-Bazaar 2 % Big-Bazaar 1 % 15.4 ANALYSIS: From the survey.43%.15%.48 16.90%. & Sixth rank is 9.91 14.05 11. & Second rank is 20.77 11. INTREPRETATION: Majority of the customers are gave response for quantity is the most choose the product from the store.20%. Give First rank is 16.45%. Give First rank is 16. We can also interpret that Big Bazaar is designed as an agglomeration of . & Fifth rank is 15.61 16.2 21.36%.61 22. & Sixth rank is 20.8 9. & Fourth rank is 11.36 9. & Second rank is 9. & Third rank is 20.78 9.9 14. & Sixth rank is 20. Give First rank is 21. & Sixth rank is 24.48%.43 15. gave response for choose product from the store to First rank Big-Bazaar is 17. of them Quality. of them Experience.91 11. of them Reference.43 20.48%.2 23.91 24.79%.86 15.61 14.78%. of them Service.20%.48%.93 16.66 11.93 Choose Product 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 24.43 14. & Fifth rank is 11.47 14.65%.3.93%. & Second rank is 16.93%.61%.45 17. & Sixth rank is 11.59%. & Second rank is 14.40%. & Fourth rank is 12. from 120 respondents. & Third rank is 9.36%.48 Percentage Fig. & Third rank is 10.59 16. & Third rank is 14. & Fourth rank is 14. & Fifth rank is 15. & Fifth rank is 14.61%.15%. Give First rank is 11.02%.5 23.48 21.02 24. & Third rank is 24.66%.09%.66 17.45 21.16 11.02 20.2 11.36%.46% of them Advertisement. & Second rank is 21.16 12.45 22.36 17. of them Quantity. & Fourth rank is 15. & Sixth rank is 11.15%.66%.36 10.02%.Service 16.04%.90%. & Fourth rank is 23.48 17. & Second rank is 17.09 20.45%. & Third rank is 21. & Fifth rank is 24. Give First rank is 16.77%. Even the purse bag of my mother was sealed inside.16 12. Home Appliances. Toys & Games Stationery. It seemed as if they wanted to sell without understanding the requirements of the customer. Kitchenware.71 Quantity .58 8.1 22. The staff was unfriendly and unfamiliar with rules. We had to argue with the security guard and finally we managed to get the purse out.32 18. electronics.48 13.71 12.13 22.32 7.bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels. what would we do with 3 achaars of the same mango.Foods.74 15.74 Experience 23.1 Quality 10.32 1 2 % % Advertisement 16.77 17.13 23. D-Mart 3 4 5 6 % % % % 20. D-Mart respects your intelligence by offering a wide choice of brand and pack sizes. or lime? Finally after we explained the stupidity behind her reasoning she relented and let us chooses a variety of three  Choose the product from the store.29 15. The service offered was somewhat okay.35 Reference 25 17.97 21.1 15. fast food and leisure and entertainment sections are also of this product are available in bulk at big bazaar. We began shopping with 10 minutes of wasted time and a rather bad mood to begin shopping with. Merchandise offered at D -Mart is always at lower prices.06 11. couple with easy-to-understand communications and information. Footwear.32 15.55 20. books. D-Mart ofeers a widw selections of products which range from pparels. D-Mart D-Mart offer products to satisfy the entire family‘s needs.26 17. furniture. general merchandise.51 19.58 14. Garments. Bed and Bath linen. food products. Stores are designed with customer convenience in mind. As soon as we went in.16 13. On the Priya pickle offer (1free for 2 bought) the staff lady wanted us to buy the same pickle three times.39 20. or ginger.39 12.74 16. the security (lady) informed us that she was putting our belongings inside a D-Mart‘s green clothed bag and sealing it. Toiletries and Beauty products. This was a stupid idea. 13 14. & Sixth rank is 15.48 10.38%.32 18.71 20.1 20.29%. & Third rank is 7. & Fourth rank is 8. & Second rank is 22.32% of them Advertisement.3. Give First rank is 10. & Sixth rank is 15.39 13.06%.16 15.26 20.25%.16 11.Service 10.12%. of them Reference.35%.29 8.71 12. & Fifth rank is17.77%.13 17.16%.12%.70%.5 ANALYSIS: Give response for choose product from the store to First rank D-Mart is 16.74%. & Fourth rank is 21.74 22.54% of them Service.74 15. & Second rank is 13.74 21. & Fifth rank is 22.58 18. & Third rank is 20.48%.52 10. & Third rank is 20. & Fifth rank is 12.55 Choose Product 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 15.09%. INTERPRETATION: . & Third rank is 15.55 17.71 14.51%. & Fourth rank is 20. & Fifth rank is 16.1 23.58 20.58 19.55 22.58%. & Fifth rank is 11. & Third rank is 22.32 17. of them Experience.32 12.16 22. & Sixth rank is 15. & Second rank is 12.58 20. & Fourth rank is 17.1 15.39 16.52 13.32%.32%. Give First rank is 10. & Sixth rank is 23.70%.54%.32% of them Quantity.32 12.74%. & Third rank is 13. & Second rank is 19.96%. Give First rank is 25%.58%.16 percentage D-Mart 6 % D-Mart 5 % D-Mart 4 % D-Mart 3 % D-Mart 2 % D-Mart 1 % 7.97 13. Give First rank is 23.58%.06 13.74%.71 18. & Second rank is 14. & Fourth rank is 18.48%. & Second rank is 17. & Sixth rank is 18.48 14. & Fifth rank is 20. & Fourth rank is 13.16%.51%. Give First rank is 14. of them Quality. & Sixth rank is 12.35 16.09%.38%.51 25 23.09%.16%.77 22.48 Fig.70%. 17 Yes No Fig.83 100 Unexpected offers 40. We can also interpret that D-mart are provided to customers good quality of products.17 40. from 120 respondents.83%. gave response for like to make your purchase under unexpected offers to Yes is 59. & No is 40.83 59. Yes No Total 71 49 120 % 59. And many people are satisfied to service & quality.6 ANALYSIS: From the survey.17%.3. Pricing:  Unexpected offers No. .Majority of the customers are gave response for quality choose the product from the store. or comparison shopping.  Differentiated Pricing: Differentiated pricing i. D-Mart offers minimum 5% discount on MRP on all items except medicines.packs add value to customer and lead to increased sales.  Promotional Pricing: Big Bazaar offers financing at low interest rate.e. difference in rate based on peak and non.g. etc. Big-Bazaar The pricing objective at Big Bazaar is to get ³Maximum Market Share. The combo.g.peak hours or days of shopping is also a pricing technique used in Indian retail. Big Bazaar lays a lot of importance on bundling. Lot of variety was available for all types of products. grocery and vegetables and fruit items.) is also used to attract customers. 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22) 5kg oil + 5kg rice + 5kg sugar for Rs 599 D-Mart The prices offered are economical over here. 49. waiting for discount promotions.Every Day Low pricing): Big Bazaar promises consumers the lowest available price without coupon clipping. The assortments done for apparels was as per the price in descending order and as per the size .INTERPRETATION: Majority of the customers are give response for interested to buy under unexpected offers only. The product mix was fairly good. Gudi Padva. The concept of psychological discounting (Rs. Wednesday Bazaar Bundling: It refers to selling combo-packs and offering discount to customers. Pricing at Big Bazaar is based on the following techniques:  Value Pricing (EDLP . and Durga Pooja). Rs. which is aggressively used by Big Bazaar. 99. e. e. Big Bazaar also caters on Special Event Pricing (Close to Diwali. 66 100 Distance of store 11.3.e. & 14. gave response for How much distance to the store to 32.7 ANALYSIS: From the survey.000 or more. D-Mart offers gift coupons in denominations of 250 (worth Rs 250) and 500 (worth Rs 500).68 32. INTERPRETATION: Majority of the customers are give response for 0-5 km distance to the store. D-Mart gift coupons us an ideal way for organization to reward or gift their employees. i. & 41. & 11. 28. for shirts.68 14. etc for trousers and 38.16% of them 10-15 km.e.68% of them 5-10 km. 42.16 41.5 41.i. in nearby racks the assortment was as per size nos. medium and small. 44. Place: Distance of store No. 39. extra large.5 00--05 05--10 10--15 More thane 15 Fig.66% of them More than 15 km. from 120 respondents.16 11.66 14. large. 40. . Also. 00-05 05-10 10-15 More thane 15 Total 39 50 17 14 120 % 32. Individuals may also receive gift coupons if their off-take us Rs 10. 30. 32. etc.5% of them 0-5 km.  Parking facility No.83 No Fig. gave response for happy with the parking facility provided to Yes is 65. Yes No Total 79 41 120 % 65. Yes 83 % 69.  Location of store No. from 120 respondents. & No is 34.17%.17 .17 Yes 65.17 100 Parking facility 34. INTERPRETATION: We interpret that majority of the customers are satisfied with the parking space availability provided by store.3.8 ANALYSIS: From the survey.83%.83 34. Hence In holidays probably it will be very essay for customers to park their vehicle in store. 000-20.3.83 Yes 69.17%.17 No Fig.83 100 Location of store 30.83%. from 120 respondents.000 sq ft. Currently Big Bazaar operates in over 34 cities and towns across India . We can also interpret from this that store has located itself in a good place from where it is able to attract customers. As a hypermarket which is to be located far off the city.No Total 37 120 30. No is 30. store has located itself in a good place from where it is convenient for people to visit store.9 ANLYSIS: From the survey. Big-Bazaar The Big Bazaar stores are operational across three formats ² hypermarkets spread over 40. the Express format over 15. INTERPRETATION: Majority of the customers are give response for happy with the location of the store. gave response for happy with the location of the store to Yes is 69.000-45.000 sq ft and the Super Centers set up over 1 lake sqft. 86 13 100 74 05.with 116 stores.87 19. In order to gain a competitive advantage Big Bazaar has also launched a website www. 12 26.04 100 D-Mart 2 3 No. These stores are normally located in high traffic areas.55 100 32. 20.000 sq ft and the Super Centers set up over 1 lake sqft. which helps customers to orders products online which will be delivered to their doorstep. 10 12 11 25 5 % 13.91 10.16 % 22. Apart from the Metros these stores are also doing well in the tier II cities.86 33.97 12.52 5 % No. 07 13 16 03 21. This helps in saving a lot of time of its customers. Promotion:  Choose factor for most while purchasing. % No. Big Bazaar aims at starting stores in developing areas to take an early advantage before the real estate value booms.22 23.73 20.000-10.57 06. Mr.21 18.49 16.41 16 100 74 4 No.97 36.60 07 100 46 .51 16.27 17 16.73 04 32. the Express format over 7.74 05 13 28.69 32.39 03 03 46 06.52 15 100 46 % 30.32 10.57 04 100 74 4 No.22 100 % 29. D-Mart The D-Mart stores are operational across three formats hypermarkets spread over 30.53 11 15.26 09 08 17. Currently D-Mart operates in over 15 cities and towns across India with 70 stores.92 14.91 14 17.22 14. 14 22 18 08 % 18. These stores are normally located in high traffic areas.61 15.62 12 100 74 1 No.21 27 27. Which helps customers to orders products online which will be delivered to their doorstep? This helps in saving a lot of time of its customers.57 23.92 29.02 12 18.87 13.09 14 10 21. Offer 15 Service 09 Quality 11 Availability 05 of Products quantity 06 Factor Total 46 % 32. Biyani is planning to invest around Rs 350 crore over the next one year expansion of Big Bazaar.futurebazaar.com.27 22. Factor Offer Service Quality Availability of Products Quantity Total 1 No.00035. 21 12 20 08 Big-Bazaar 3 % No.73 24.81 16. 21.61 19.91 19. 22 15 17 09 11 74 2 No.60 15 39.14 07 6.000 sq ft.22 09 100 46 % 08.43 10.78 No. & Fourth rank is 32. fourth rank is 13.43%.27%.99%.56%. & Fourth rank is 21.51% and five rank 18. Give First rank D-Mart is 34.10 ANALYSIS: From the survey.3. Give First rank D-Mart is 32. & second rank is 20.27%.21%.04%. from 120 respondents. gave response for Choose from factor which attracted you most while purchasing. & third rank is 16.97%. & Second rank is 26. fourth rank is 40.78%. to give first rank Big-Bazaar is 29. & second rank is 16.09%. fourth rank is 31. & Third rank is 13.68%. & Second rank is 19. Give first rank Big-Bazaar is 20.Fig.22%. Give first rank Big-Bazaar is 22.54% of them Quality. & third rank is 25. Give . & Third rank is 30.69% of them Offer. & third rank is 22.28%.60% of them Service. & second rank is 20.73% and five 8.92% of them Offer.08% of them Service.61%.73%. 11 ANALYSIS: .56 Big-Bazaar D-Mart T. & like service to D-Mart.91 25.3913 21. it‘s means wide range of products available in big bazaar.7391 36.9130 17.14%.9565 100 Source about outlet 40 35 30 25 20 15 10 5 0 36. fourth rank is 14. & third rank is 35.14% of them Quality.32 23.95 32. & Fourth rank is 39.13%.79%.67 17. So that customers can get more satisfaction. Hoarding Bus Painting News Paper Total Big-Bazaar No. & Second rank is 34.26%.  Source about outlet Source T. We can also interpret that some people are like Wednesday Discount Offers on Food. Hoarding Bus News Paper Painting Fig.V.39 21.91%. household Items at Big Bazaar. Give First rank D-Mart is 23.6756 17. & Third rank is 28.86%. & Fourth rank is 6.5675 32.43 24. Fashion. 18 19 13 24 74 % 24.V. and D-Mart are Even it provides a good service and ambience to its customers who encourage them to visit d-mart more and more times.73 17. INTERPRETATION: Majority of the customers are like to offer to Big-Bazaar. & Third rank is 34.53% of them Availability of Product.78%.57%. Give first rank Big-Bazaar is 14. 11 8 10 17 46 % 23.06%.3. & second rank is 35.First rank D-Mart is 19.3243 25. & Second rank is 13.87% of them Availability of Product.4324 100 D-Mart No. 3.57 30.48 38. & 32.Get 1 26 35.48 29 38.2 25. from 120 respondents.56 Gift Voucher Buy 1.47 28.57 14 30. & 17.55 41.15 54.00 14 37 74 19.08 21. & 17.56 23 50. % No.55 12 100 46 43.32% of them T.26 26.65 Voucher Future Card 17 23.73% of them Bus Painting. And Give preference for D-Mart is 23.88 20 54. % 23 25.15 Total 74 100 74 100 D-Mart 3 1 2 3 No.V. % No.43 9 19. % No.Get 1 free Fig.88 43.22 25 39. & 36.95% of them News Paper.91% of them T.26 21.29 20 22.65 19.47 13 26.67% of them Hoarding. & 21. The various promotion schemes used at Big Bazaar include. We can also interpret that some people are visited a store through seen to advertisement in news paper.17 28..73 100 Offer 100% 80% 60% 40% 20% 0% 23.26 13 52.39% of them Hoarding.V.  Offer Big-Bazaar Offer 1 2 No.56% of them Bus Painting. gave preference for Big-Bazaar is 24.From the survey.22 39.73 52.08 24 100 46 28. % Buy 1.12 ANALYSIS: .43% of them News Paper. & 25. % No. INTERPRETATION: Majority of the customers are gave response for News paper is the most influencing factor which is responsible for awareness of Big Bazaar & D-Mart.2 free Gift 31 41.26 Future Card 50 35.17 10 100 46 28.43 19.29 22. 73% of them future card. Give first rank Big-Bazaar is 23.29% & second rank is 22.of them gift voucher. And give first rank D-mart is 30.From the survey. INTERPRETATION: Majority of the customers are give first rank gift voucher to Big-Bazaar & D-mart. 100. Get 1 free. Make a smart choice!‖ .S Dhoni and Asin Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like Westside.55% & second rank is 52. Give first rank Big-Bazaar is 41.of them Buy 1.a Side.08.55%.15% & third rank is 54. 50. 250.56% & third rank is 50. gave response for like the most offer to give first rank Big-Bazaar is 35. And give first rank D-mart is 26.26% & third rank is 28. Big-Bazaar  ―Saal ke sabse saste 3 din‖  Hafte ka sabse sasta din ―Wednesday bazaar‖  Exchange Offers ―Junk swap offer‖  Future card(3% discount)  Shakti card  Advertisement (print ad. Some people are don‘t like service of future card.48% & second rank is 38.2% & third rank is 25. making Big Bazaar & D-Mart.47% & second rank is 28. Big Bazaar & D-Mart Gift Vouchers are available in convenient denominations of Rs.22% & second rank is 39. from 120 respondents. And give first rank D-mart is 43. We can also interpret that Big Bazaar & D-Mart is the destination where you get products available at prices lower than the MRP. setting a new level of standard in price.26%.43% & second rank is 19. India‘s favorite shopping destination. convenience and quality. Shoppers stop and Lifestyle. They are redeemable at all Big Bazaar & D-Mart stores across India.17% & third rank is 21.00%.65% & third rank is 19.88%.57%. 500 & 1000. TV ad. radio)  Brand endorsement by M. They are:  ―Keep West. Usually a legal system exists to support and enforce compliance among transactions.. transactions do not require money as one of the traded values. A transaction involves at least two things of value.g.17 100 . However.83 34. e. ―Shoppers! Stop. Two parties are engaged in exchange if they are negotiating-trying to arrive at mutually agreeable terms. Make a smart choice!‖  ―Change your Lifestyle. A barter transaction. Yes No Total 79 41 120 % 65. we say that a transaction takes place. and a place of agreement.  Each party believes it is appropriate or desirable to deal with the other party. Whether exchange actually takes place depends upon whether the two parties can agree on terms that will leave them both better off (or at least not worse off) than before. involves trading goods or services for other goods or services  Tagline of big bazaar „Isse Sasta Aur Acha Kahin Nahin‟? No. Make a smart choice!‖  Each party is free to accept or reject the exchange offer. Exchange is a value-creating process because it normally leaves both parties better off. When an agreement is reached. agreed-upon conditions. Note that exchange is a process rather than an event. a time of agreement. There was one separate whole shelf for garbage dust bin bags selling at Rs. .45. women swear and kids wear. D-Mart mostly use discount offers as a promotional tool for increasing sales. There were a discount of 10 % on all Navneet products and Cadbury celebrations.13 ANALYSIS: From the survey. Advertising When D-mart had opened up. there was a hoarding nearly for 3 months to advertise that the mall has opened up at Mulund. from 120 respondents.Tagline of big bazaar 34.83% & No is 34. on the way towards Nahur station. D-Mart Promotion and sales offers were present for most of the items. INTERPRETATION: Majority of the customers are give response for satisfied with the tagline of big bazaar ‗Isse Sasta Aur Acha Kahin Nahin‘ we can also interpret from this that tagline of big bazaar is an even it provides more wide range of product.17%.In case of apparels there is a variety available ranging from menswear.17 65. in incrasing sales and also in introducing new products.3.Promotional tools are very much important for D-Mart. gave response for agree with the tagline of big bazaar ‗Isse Sasta Aur Acha Kahin Nahin‘ to Yes is 65.29 wherein the actual MRP was Rs.83 Yes No Fig. gave response for agree with the tagline of DMart ‗Daily Discounts. Customer are satisfied with the products of D-Mart and also with the behavior of the employees.5 Yes No Fig.  Tagline of D-Mart „Daily Discounts. This reasearch is helpful to know type of sales promotional scheme used by retail store and to motivate the consumer for buying the products. from 120 respondents. To knoe abiut sales promotional technoques and its effectiveness of D-mart.3.14 ANALYSIS: From the survey.! No. Daily Savings…!‘ to Yes is 57.5 42.Customers are also satisfied with the promotional tools of D-Mart.5 100 Tagline of D-Mart 42.5%. Daily Savings.5% & No is 42. . The study will be carride out in the city of ahmedabad and wwill enable D-Mart to understand which consumer and sales promotion scheme are beneficial and like by cistomer so as to retain for longer period.5 57. Yes No Total 69 51 120 % 57. mostly they are satisfied with the discount offers.  Advertisement effects in shopping behavior.INTERPRETATION: Majority of the customers are give response for agree with the tagline of D-Mart ‗Daily Discounts.67 100 Advertisement effects 26. Store should try and produce more qualitative products so that customers can get more satisfaction and would never think of not doing shopping in store.15 ANALYSIS: From the survey.33 26. Yes No Total 88 32 120 %.67%. No. gave response for advertise effect your shopping behavior to Yes is 73.67 Yes 73. Daily Savings…!‘ we can also interpret from this that tagline of DMart It is also clearly known that D-Mart sales its goods at a discounted price as compared to the market.3. INTERPRETATION: Majority of the customers are give response for advertisement effect in shopping behavior to People mostly come to store as they get various kinds of products under one roof.33 No Fig. 73.33% & No is 26. from 120 respondents. . Even it provides a good service and ambience to its customers who encourage them to visit D-Mart more and more times. Different products of the same category have different prices. Store should include more of the branded products in its each category so that customers have more options to choose . Promotional activities conducted by store No. Some customers also pre decides the brand on the local manufactured grocery and food products of the store.33 46.67 100 Promotional activities of store 46. As most of the customers belong to lower class and middle class people. We are also interpreting that product categories like grocery and clothes.4.33 Yes No Fig. gave response for aware of promotional activities conducted by store to Yes is 53.33%.1 ANLAYSIS: From the survey.67% INTERPRETATION: Majority of the customers are give response for aware of promotional activities conducted by store. & No is 46.67 53. big bazaar has many local branded products. they purchase those local branded products as it gives them value for money. Yes No Total 64 56 120 % 53. Customers purchase a lot of these as its cheap in price even though its quality is not so good. from 120 respondents. 5 67.4.5%.5%.2 ANALYSIS: From the survey.  Purchase pattern changes at the promotions.5 100 Pattern change at promotion 32. This will bring in more number of people to store which will definitely increase the sales.5 No Fig.among the brands. INTERPRETATION: .5 Yes 67. gave response for purchase pattern changes. from 120 respondents. looking at the promotions to Yes is 32. Yes No Total 39 81 120 % 32. No. No is 67. but that doesn‘t help you if no one know it exists. or acceptance of something. Advertising.Majority of the customers are give response to don‘t believe that promotions is responsible for their purchase decision. A strategy is simply a careful plan. furtherance. or even larger companies who have already established a name for themselves. frequently ask. Your product or service may be the latest and greatest on the market today. Encouragement of the progress. Promotion is preformed many different ways by many different people but when it all comes down to it there is really only one purpose. Promotional Strategies ― How do I get my Product/Service out there?‖ This is a question that many people who plan to being their own businesses. You need to find some way to make yourself and your product known. publicity. advancement. Promotion is an ongoing process that requires much planning.1 Big-Bazaar DEVELOPING YOUR PROMOTIONAL STRATEGEY Developing an effective promotional strategy demands more than just being aware of the tools promotional. 4. The act of promoting or the fact of being promoted.2 D-Mart External Design: . Essentially this covers everything from commercial to magazine ads and even free items given out at exhibitions and trade shows. The effectiveness of your strategy depends on more than how much money you put into it. But what exactly is promotion? Well. 4. growth. Effectiveness results from the thoroughness of your planning and the consistency with which you carry it out. That is where promotion comes into play. Separate entrance is present for the physically challenged. It consists of a small complex with trees lining its front entrance. The exterior design of D-MART is very ordinary and functional at best. When a customer enters the gate first thing he notices are the boards that say ―Minimum 5% discount on all products‖. So the location is such that it is very convenient for its target customers. As far as the flooring is considered the whole store was floored with ceramic tiles. Also it is a very fast growing and value conscious segment. and Nahur. The area in which it is located is predominantly middle class residential area. Adequate light was present focusing on the merchandise as well as for the convenience of the customers. Music was pure soft Hindi music which appealed to the target customers. The building is painted white with D-MART logo clearly visible from the road.As mentioned earlier D-MART is located in the middle of three bustling towns. . D-mart keeps giving several offers that directly projects greater value to the customer. namely Mulund. The exterior also houses certain food and refreshment stalls for the shoppers to enjoy Interior Design The interiors were predominantly green thus associating it with the colour of their logo. FMCG* were very easy to support and purchase. This itself makes customer think of a good value for money TARGET CUSTOMER: D-mart projecting itself as a discount store targets the middle income group. In order to attract their attention. D-Mart is a store offers value for money. The whole store has been divided into various sections according to the categories that are stacked there was found the most used products i. This also made the store look more spacious and organized. Layout: Layout is fairly simple and it is kept simple with a view to keep everything that customer in his eye sight and reach.e. ImageSetup: The image that D-Mart wants to set up is that of a discount store that offers most of the products with all the major brands. The store puts various offers on products some throughout the year and some periodically. Bhandup. Yes No Total 74 46 120 % 61.Big-Bazaar  Service provided by store No.33 61.3 .67 Yes No Fig.4.33 100 Service provided by store 38.67 38. 08 32.72 17.08 19.58 36.87 100 % 8.33%. 9 20 20 25 74 4 No.63 100 4 No.18 29.63 19. 21 19 14 20 74 2 No.47 26.43 19. It is a threat for big-bazaar & d-mart as some of the attributes of other organized stores . from 120 respondents.51 100 2 No.56 100 % 43.08 17.58 13.26 100 3 No.16 27. 20 12 9 5 46 % 20.02 33.40 28. 4 14 9 19 46 % 12.56 10.73 26.02 27.36 25.00 27. & No is 38.61 19. 15 13 27 19 74 3 No. 10 12 15 9 46 % 39.70 30.56 41.26 28.52 25.02 100 D-Mart % 26.78 100 Services Food Clothe Accesseries Stationary Total % 21. 12 8 13 13 46 % 28. 29 22 13 10 74 1 No.27 17.30 100 ANALYSIS: From the survey.67%.Services Food Clothe Accesseries Stationary Total 1 No. gave response for satisfied with service provided by store to Yes is 61. INTERPRETATION: We interpret that majority of the customers are satisfied with service provided by store. 52 27.43 19 36.58 25.08 17.  Services of store Services of store 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 39.36 20.16 21.72 25.3 Stationary Accesseries Clothe Food Fig.7 29. It is also clearly known that big bazaar & d-mart provided to good quality of the product.56 13.facility provides more satisfaction to customers.4 43.08 8.61 28.02 17.02 17.73 26.63 33.27 12.56 10.78 19. People mostly come to big bazaar & dmart as they get various kinds of products under one roof.02 32.56 41.58 27.4 ANALYSIS: .4.47 30.51 27.26 26.63 26.26 19.18 28.87 28.08 19. 78% of them Stationary. & Fourth rank is 30.16% of them Food.56%.02%.47%.3 Organizational Structure (Zonal) . & Second rank is 28. what kind of service go to the store. Give first rank Big-Bazaar is 29. & second rank is 26. Give first rank Big-Bazaar is 17.72%. The customer‘s pre decides brands on grocery most as D-Mart produces much of local brands and also have some well known branded products. & Second rank is 19. fourth rank is 12. & Third rank is 36.18%.02% of them Accessories. house decoration.27%.08%.51%.56%.63%. are available in D-Mart. & Fourth rank is 27. from 120 respondents.61%. 4.30% of them Stationary. etc. & Fourth rank is 33. & third rank is 43. & second rank is 28.40%. As per food items are concerned customers pre decide the brand as many branded food items are available in big bazaar. & Second rank is 25. & Third rank is 25.58%.From the survey.26%. & Second rank is 17. Give first rank D-Mart is 26.08%. Give First rank D-Mart is32.73%.08%.26%. Give First rank D-Mart is 19.63%. & third rank is 17. From this we interpret that some of the products brand are pre decided in advance and for some of the products customers don‘t at all pre decide any b rand.52%. Give first rank D-Mart is 21. The customers pre decides brands on cloths and grocery most as big bazaar produces much of local brands and also have some well known branded products of clothes with it like flying machine jeans.02% of them clothe.56% of them Accessories. & Second rank is28. gave response for purchase.00%. & Second rank is 27.36%. to give first rank Big-Bazaar is 39. Give First rank Big-Bazaar is 13. & Fourth rank is 19.43% of them clothe. & third rank is 20. INTERPRETATION: Majority of the customers are give First rank food items to big bazaar and accessories to D-Mart.58%. 10. & Third rank is 26. & Third rank is 19.87& Third rank is %.70% of them Food. & Fourth rank is 41. & fourth rank is 8. As per accessories items are concerned customers pre decide the brand as many branded accessories items like that furniture. & Fourth rank is 27. First . and individual. An organization structure consist of activities such as task allocation. The structure of an organization will determine the modes in which it operates and performs. It ca also be considered as the viewing glass or perspective through which individuals see their organization and its environment. it provided the foundation on which standard operating procedures and routines rest.Organization is a set of people working together for accomplishment of a common objective. Organizational structure allows the expressed allocation of responsibilities for different entities such as the branch. workgroup. The positions occupied by different individuals are presented in the form of resources. department. it determines which individuals get to participate in which decision-making processes. Organization structure affects organizational action in two big way. Second. depending on their objective. An organization can be structure in many different ways. which are directed towards the achivement of organization aims. coordination and supervision. The role adn responsibilities are stated clearly without any ambiguity. President Vice President Marketing Manager HR Manager Category Manager Finance Manager Operation Head . For example. A large department store may have a complete staff consisting of a manager. and each additional department. while larger stores create various divisions for each particular function along with many layers of management. Home and Garden. assistant manager and sales associates for its Sporting Goods department. Bed and Bath. the small specialty shop may have all of its employees under one category called Store Operations.4. start by specifying all tasks that need to be performed. In order to define the store's organization.Fig. small or independent retail stores may combine many sectors together under one division. Most tasks involved with operating a retail business will be the same. . However.5 Store Structure The store structure of a retail store will vary by the size and type of the business. Then divide those responsibilities among various individuals or channels. . The final step is to develop an organizational Store Manager Assist Store Manager Dept Manager Assist DM team leader team member Human Resource assistent HR Visual Merchandise Cashing Dept Cashier Marketing CDC (Customer Service desk) Administration Info Tech Maitanance House keeping Security chart. Group and classify each task into a job with a title and description. .6 4. It is very easy to get the answer to first three questions. how and how much they buy.4. Brands while proclasiming their positive qualities pull down those of their rivals. It is a key influence on future buying behavior. recognition. hoarding. but finding way they buy is very difficult because it require studying deep the Consumer behaviour. patents and know now have become incrasingly dominats elements of company value. where customer buy.4 CUSTOMER BUYING DETERMINANTS: Customer‘s satisfaction with a product depends upon how well the product performance lives up to customer expectation. Most large companies reaserch consumer buying decision in grat details to answer question about what cinsumer buy. Intagible assets such as brands. how and ho They are every where on the T. Consumers make many buying decisions every day. Most large companies research Consumers buying decisions in great details to consumer questions about what customer buy.V. The model of the customer buying behavior answer the question affecting buying behavior of the customers. posters and print media. where they buy. Brand are widely recognized as corporate assets but have been historically evaluated on non financial attributes like awareness. Consumers make many buying decisions every day.Fig. why they buy. 62% of them 18-20 year.98 18. and gave preference Male is 22.86% of them Above 30 year..53 22. and gave preference Male is 16. Demographic Analysis. and gave preference Male is 25..98% of them 26-30 year..42 Male Female 18-20 21-26 26-30 Above 30 Fig.98 18.62 35.82 25.42 100 Female % 39.82% & Female is 39.62 24.82 25.86 100 No.86 16. from 120 respondents. 21 13 9 10 53 Age 45 40 35 30 25 20 15 10 5 0 39.53% of them 21-26 year.42% & Female is 18.4. means his prefer to store and .39 16. INTERPRETATION: Majority of the Male and Female customers are gave response for 18-20 year.37 22.Age Age 18-20 21-26 26-30 Above 30 Total Male % 35.53 16.39 16. 24 17 15 11 67 No. gave response Male is 35.39% & Female is 16.37 24.37% & Female is 24.7 ANALYSIS: From the survey. 8 ANALYSIS: From the survey.86 32. hoops.. goals.39 22.96 26. bats. & jeans-T-shirt. Majority female are purchase a household items. etc. INTERPRETATION: Majority of the male customers are give response to Student & Female customer are gave response to employed.86 22. gave response Male is 43. jewel mart.79% of them Self employee. and gave preference Male is 15.64 100 No.72% & Female is 44. . helmets. Because some boys are purchase a sport equipment (ball.29 26.). 18 23 12 53 Occupation 50 45 40 35 30 25 20 15 10 5 0 40. from 120 respondents. 27 18 22 67 No. OCCUPATION: Occupation Student Employed Self Employee Total Male % 40.64 Male Female 43.36% of them Employed..39 32.96 43.57% & Female is 15. We can also interpret that some boys are like visited to store.84 Student Employed Self Employee Fig.71% & Female is 39.29 33.85% of them Student.4. and gave preference Male is 40.84 100 Female % 33. 87 Male Female Fig. and gave preference Male is 49. We can also interpret that mostly customer are not visited a store in more thane 6 family member.96 18.25 14.85 33.39% & Female 18. and gave preference Male 22. INTERPRETATION: Majority of the male & female customers are given response for 2-4 family member.25% & Female is 35.39 100 % 11.87 100 Family Members 60 50 40 30 20 10 0 00--02 02--04 04--06 More thane 6 13.96 22.92 22. Family Member Member 0-2 2-4 4-6 More thane 6 Total Male No.96% of them 4-6 member.92 49.39 18.32 35.43% & Female is 11.4.  Visit a store.32 14. from 120 respondents. 9 33 10 15 67 Female No.85 33.92% & Female is 33.43 49. 6 19 18 10 53 % 13. gave response Male is 13.87% of them More than 6 member. and gave preference Male is 14.43 11.25 35.32% of them 0-2 member.9 ANALYSIS: From the survey.85% of them 2-4 member. . 17 40 Daily Weekly Monthly Yearly Fig.4.83 100 .33% & Weekly is 40.00 & Monthly is 44. 16 48 53 3 120 % 13. 22 27 46 25 120 % 18.33 40.  Expense shopping.17 2. gave response Daily is 13.10 ANALYSIS: From the survey. from 120 respondents.5 100 Visit a Store 2.5 13.33 20. We can also interpret that some of the customer vis-ited weekly and monthly basis for purchase their requirements.Time Daily Weekly Monthly Yearly Total No.5 38.5%. Amount Below 1000 1000-2000 2000-5000 More thane 5000 Total No.33 44.33 22. INTRPRETATION: Majority of the customers are give preference to store visited monthly.00 44.17% and Yearly 2. 4.83 22.5% & Rs.  Section of the store like the most. Impulse buying behavior of customers comes in to play to a large extent. Customers tend to purchase more goods from store as it provides goods at a discounted rate. Those customers who are spending very less money that is below Rs 1000 are mostly coming in just to move around store and spend time. .18.33 20. % interpret the that customers purchase goods in bulk them to which spend a leads lot.2000-5000 is 38. In the process they used to spend money on food items and also purchase some products while roaming in it. INTERPRETATION: We most of No.33 Below 1000 1000-2000 2000-5000 More thane 5000 Fig.1000 is 18. More discounts shall be provided to people who does bulk purchase. from 120 respondents. gave response for monthly expense while shopping to Below Rs.33% and more thane Rs. Probably those persons who spend more in a visit to store are purchasing on a monthly basis.5000 is 20.83%. Volume sales are high in store.33% & Rs. This will encourage people to purchase more products.5 38.11 ANALYSIS: From the survey.1000-2000 is 22. 5 14. And some people are don‘t like purchase jewel mart from the store.16% of them House Hold. gave response for which section like of the store to 34.17% of them Jewel mart. & 24.17 27.5 24. INTERPRETATION: Majority of the customers are give response for food items section of the store like the most. & 27.12 Food House hold Kids Jewel mart ANALYSIS: From the survey.Food House hold Kids Jewel mart Total 41 29 33 17 120 34. We are also interpret that some of the products brand are pre decided in advance and for some of the products customers don‘t at all pre decide any brand.17 100 Section of Store 14.  Gender Gender MALE FEMALE No.17 24. As per food items are concerned customers pre decide the brand as many branded products are available in the store. from 120 respondents.16 27.5% of them kids.4. & 14.17 34.17% of them Food.16 Fig. 66 54 % 55 45 .  Reason for coming to the store . stationary are available in store. We can also interpret that availability of product save the time of customer.33% Brand consciousness 34. cloths. So whatever they want to purchase they get in store and not going to different shop which are located in different places. .4.3 Discount 24. Reason it's an Big-Bazaar 52% 48% Wide range of products Varieties of differnt brand Fig.4.14 INTREPRETATION: Majority of the customers are give response for why big bazaar called big bazaar? we are also interpret that big-bazaar is offer the widest range of product with the varieties of different brand.13 INTERPRETATION: Majority of the customers are gave response for saving to the time is the most reason for coming to the store. Customer get all the product like food.67% 41.00% Saving of time Fig. 576 (f) Fail To Reject the null hypothesis Interpretation:The decision is Accepted for Choose factor for most while purchasing.8667 n = 120 s = 1. Big Bazaar and Food Bazaar awarded the country‘s most admired retailer award in value retailing and food retailing segment at the India Retail Forum Hypothesis Test:1) Choose factor for most while purchasing ? {Give only first 5 rank} Offer :Ho: µ = 3 Customer are Satisfied at Moderate level Ha: µ  3 Customer are not Satisfied at Moderate level x = 2.119 = -2. 2) Choose factor for most while purchasing ? {Give only first 5 rank} .005.Big Bazaar wins its first award and national recognition.25647 df = 120-1 = 119  = .25647 = -1.162 (d) t = n 120 (e) Observed t = -1. /2 = .119 = ±2.01 (b) H o: µ = 3 Ha: µ  3 (c) For two-tail test.005. it means Customer not Satisfied at Moderate level(Rank 3).005 (a) critical t.8667  3  s 1.576 x   2.162 < t. 8583 s = 1.005.14713 = -1.6750 s = 1.8583  3  s 1.01 Ho: µ = 3 Ha: µ  3 (c) For two-tail test.576 (b) (a) critical t. /2 = .005 ±2.01 H o: µ = 3 . Customer not Satisfied at Moderate (3) Choose factor for most while purchasing ? {Give only first 5 rank} QUALITY :(a) Ho: µ = 3 Customer are Satisfied at Moderate level Ha: µ  3 Customer are not Satisfied at Moderate level n = 120 (b) x = 2.005.353 < t. it means level(Rank 3).576 (f) Fail To Reject the null hypothesis Interpretation:The decision is Accepted for Choose SERVICE to Choose factor for most while purchasing .Service :Ho: µ = 3 Customer are Satisfied at Moderate level Ha: µ  3 Customer are not Satisfied at Moderate level n = 120 x = 2.149 = -2.14713 df = 120-1 = 119  = .16072 df = 120-1 = 119  = .119 = x   2.353 (d) t = n 120 (e) Observed t = -1. it means Customer not Satisfied at Moderate level(Rank 3) FINDINGS  Most of the customers buy their requirement in Big Bazaar & d-mart on the basis of Weekly and monthly basis.Ha: µ  3 (c) For two-tail test. food items.6750  3  s 1.067 > t.005. electronic items. it seems that there is a vast growth of big bazaar lying as customers demand is increasing for big bazaars.16072 = -3. chocolates and many more.576 (f) Reject the null hypothesis Interpretation:The decision is Rejected for Choose Saving of time to coming to the store.149 = -2.  Big bazaar & d-mart is a hypermarket as it provides various kinds of goods like apparels.  At present time Big Bazaar & d-mart provide different types of product assortments to the customers.119 = ±2. It competes with all the specialty stores of different products which provide goods at a discounted rate all through the year. watches. crockery.005 critical t. sport items.576 x   2. jewellery. .mart stores provide qualitative products/service with reasonable price. leather items. /2 = . stationary.005.  There are more than 50 big bazaars in different cities of India. Customers realized that Big Bazaar & d. grocery. decorative items.  Big Bazaar and d-mart mainly deal with middle income group people who want qualitative product with reasonable cost.067 (d) t = n 120 (e) Observed t = -3.  The infrastructure is needed to be changed a bit during weekends as heavy crowd comes in to big bazaar and d-mart during those days. Hoarding. We can also interpret that the big-bazaar comparison is more powerful people attract with advertisement like T.. the customers are give response for most powerful advertisement is Big-Bazaar. news paper.  Big bazaar and d-mart should include more of branded products its product category so as to attract the brand choosy people to come in to big bazaar.V. is most of the part of purchasing by advertisement. . SUGGESTIONS  Big bazaar and d-mart should provide large parking space for its customers so that they can easily park their vehicles. LIMITATIONS: .  Hoarding should be placed uncovered area. 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  they also concentrate on TV advertisement they should show ads and promotional offers in a regular interval in languages like Hindi English. as more time was required to carry out study on other aspects of the topic.  The time constrain was a limiting factor. This research is conducted on a sample size.  The study was restricted to only the customers of BIG BAZAAR & D-Mart.  The result and analysis based on the customer survey method and small sample size has taken only 120.  Findings are related to particular areas  It might be possible that the answers given by the respondents are of biasness . so it might be possible that the information given by such respondents may not match with the replay of total customer available in the store that time. As it is surveyed it seems that the biggest competitors of Big Bazaar & D-Mart are the kirana stores. Even though some customers say that they don‘t feel problem in parking their vehicle. As people go to malls they just tend to move around Big Bazaar & D-Mart whether it is for shopping purpose or for outing purpose. Big Bazaar & D-Mart has a good reputation of itself in the market. The youth generation also likes shopping and moving around Big Bazaar & D-Mart. Volume sales always take place in Big Bazaar & D-Mart. People not only visit Big Bazaar & D-Mart to do shopping but also visit for outing purpose as it provides a very nice ambience to its customers. This may discourage the customers to come to Big Bazaar & D-Mart and shop as they face difficulty in parking their vehicles. It has positioned itself in the market as a discounted store. The majority of customers belong to middle class family. chocolates and many more. Impulse buying behavior of customers comes in to play most of the times in Big Bazaar & D-Mart. decorative items. It is a place where customers find variety of products at a reasonable price. it seems that there is a vast growth of Big Bazaar & D-Mart lying as customers demand. watches. It holds a huge customer base. stationary. . In Delhi it is the middle class people who mostly do marketing from Big Bazaar & D-Mart. leather items. food items. apparels and food items are the products which are demanded most by the customers of Ahmedabad in Big Bazaar & D-Mart. It holds a large customer base and it seemed from the study that the customers are quite satisfied with Big Bazaar & D-Mart. Big Bazaar & D-Mart is a hypermarket as it provides various kinds of goods like apparels. It has emerged as a hub of shopping specially for middle class people. The major drawback of Big Bazaar & DMart is that it lacks in providing enough parking space for their customers. sport items.CONCLUSION Big Bazaar & D-Mart are a major shopping complex for today‘s customers. Different types of products starting from a baby food to pizzas wide range is available under one roof. It competes with all the specialty stores of different products which provide goods at a discounted rate all through out the year. Grocery. crockery. Even most of the people do their monthly shopping from Big Bazaar & DMart. it is because of the parking space available to them by the mall. electronic items. increasing for Big Bazaar & D-Marts. jewellery. As of now there are 34 Big Bazaar & D-Marts in different cities of India. grocery. in  http://dmartindia.co.411413. Author/publication Kotler. The Tata Groups (Croma). Reliance Retail.com/home. Armstrong. Phillip. & Sabka Bazaar etc.html .in  http://www.wikipedia. PHI pub.scribd.html  http://www.559-561.bigbazaar. 9th. ed.335-353.org/wiki/Marketing_management  http://www. :Delhi.pantaloonretail.) Websites  http://www.pantaloonretail.218 -224.(pp.discounted specialty stores like Vishal mega mart.com/doc/41556853/Bigbazaar-4p-Mix  http://en. BIBLIOGRAPHY Reference Books Books name MARKETING MANAGEMENT AND BUSINESS BUYER BEHAVIOR.in/businesses/big-bazaar. . _____ .ANNEXIURE S QUESTIONNAIRE Code No. LDRP Institute of Technology and Research Sector 15 Gandhinagar. a) 18-20 c) 26-30 b) 21-26 d) 30 and above 4) OCCUPATION: a) Student b) Employed c) Self employed d) Others________________ 5) How many members are in your family? a) 0-2 c) 4-6 b) 2-4 d) More than 6 . Gujarat TOPIC – “A Study on the effective promotional strategy influencing customer for the products of Big Bazaar and D-Mart” (This Questionnaire is for the academic research purpose only. the data collected will be kept confidential) PERSONAL DETAILS 1) NAME: _________________________________________________________________ 2) GENDER: Male Female 3) Age. QUESTIONS 1) Which store first comes to your mind when you think of purchasing a product? a) Big Bazaar c) Both* b) D-mart d) None *Kindly tick out/rank both columns from question 5 to 9. what kind of services you go to the store? Big Bazaar a) Food b) Clothe c) Accessories d) Stationary [ [ [ [ ] ] ] ] D-Mart a) Food b) Clothe c) Accessories d) Stationary {Please give rank} [ [ [ [ ] ] ] ] e) Other_____________________ e) Other_____________________ 7) Rank the factor that attracted Please choose from below the factor which attracted you most while purchasing. {give rank} Big Bazaar D-Mart . 2) How frequently do you visit a store? a) Daily c) Monthly b) Weekly d) Yearly 3) Which store‘s advertisement is more powerful? a) Big Bazaar b) D-mart 4) How much do you spend as monthly expense while shopping? a) Below 1000 c) 2000-5000 b) 1000-2000 d) More than 5000 {Please give rank} D-Mart [ [ [ ] ] ] a) Buy-1 get-1 free b) Gift voucher c) Future card(5% Discount) [ [ [ ] ] ] 5) Which offer do you like the most? Big Bazaar a) Buy-1 get-1 free b) Gift voucher c) Future card(5% Discount) d) Other_____________________________ d) Other_____________________________ 6) To purchase. V. b) Hoardings c) Bus paintings d) News paper [ [ [ [ ] ] ] ] e) Other_____________________ e) Other_____________________ 9) How would you choose the product from the store? Big Bazaar a) Advertisement b) Reference c) Experience d) Quality e) Quantity f) Service [ [ [ [ [ [ ] ] ] ] ] ] D-Mart a) Advertisement b) Reference c) Experience d) Quality e) Quantity f) Service {Please give rank} [ [ [ [ [ [ ] ] ] ] ] ] 10) Main reason for coming to the store? a) Value for money b) Discount c) Saving of time d) Wide product range available e) Brand consciousness f) Other_______________________ 11) The advertisement effect your shopping behaviour? {Give only first 5 rank} a) Yes b) No . V. b) Hoardings c) Bus paintings d) News paper [ [ [ [ ] ] ] ] D-Mart a) T.a) Offer b) Service c) Quality d) Availability of products [ [ [ [ ] ] ] ] a) Offer b) Service c) Quality d) Availability of products [ [ [ [ ] ] ] ] e) Other_____________________ e) Other_____________________ {Please tick out} 8) From which source did you come to know about outlet? Big Bazaar a) T. . looking at the promotions? a) Yes b) No 20) Would you like to make your purchase under unexpected offers? a) Yes b) No if yes.12) Are you agree with the tagline of big bazaar „Isse Sasta Aur Acha Kahin Nahin‟? a) Yes b) No 13) Are you agree with the tagline of D-Mart „Daily Discounts. b) No ... Daily Savings…!‟? a) Yes 14) Why big bazaar called big bazaar? a) Widest range of products b) Varieties of different brand c) Other_______________________ b) No 15) Which section of the D-Mart store do you like the most? a) Food Mart c) Kids b) b)Household d) Jewel mart 16) How much distance do you have the store? a) 0-5 km c) 10-15 km b) 5-10 km d) More than 15 km 17) Are you aware of promotional activities conducted by store? a) Yes b) b) No 18) Are you happy with the location of store? a) Yes b) No 19) Do your purchase pattern changes. _______________ 21) Are you satisfied with service provided by store? a) Yes b) No 22) Are you happy with the parking facility provided? a) Yes 23) Any valuable suggestion? …………………………………………………………………………………………… ………………………………………………………………………………………….