Effectiveness of Promotion Schemes Offered by Big Bazaar

8/3/2019 Effectiveness of Promotion Schemes Offered by Big Bazaar

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A STUDY ON THE EFFECTIVENESS OF

PROMOTION SCHEMES OFFERED BY BIG

BAZAAR , EXPRESS AVENUE , CHENNAI.

COLLEGE GUIDE : Prof. R.PALANISAWMY.

COMPANY GUIDE : Mr.KARANTHI.



Industry - Retail

Retail, one of the hot sector in India.

Growth rate of retail industry is 13.3%

The market share of the organized players

is 12%. Because rest 88% are by

unorganized players ,like small super

markets.

There are more than 12million retailsrunning all over India.



Competitors of Big Bazaar

Shopper’s Stop.

More Store.

Reliance Fresh.

Vishal Mega Market.

Spencer’s

Local Players like Saravana stores etc.



Big Bazaar

◦ Type : Hypermarket

◦ Founded : 2001

◦ Headquarters : Jogeshwari, Mumbai◦ Industry : Retail

◦ Promoter : Kishore Biyani

◦

Parent : Pantaloons RetailIndia Ltd.

◦ Punch line : “Is se sasta aur acchakahin nahi !”



Arrival of the problem…

Time…. April – May.

The Great Indian Shopping Festival.



Statement of the problem

They were in need of the Satisfaction

level of the customers in the particular

promotion scheme.And the overall awareness the customer

have and the availing strength of

customers.



Objective

To analyze the satisfaction level of

customers in “ THE GREAT INDIAN

SHOPPING FESTIVAL”.

To analyze

i) How much percentage of

customers are aware of the all the

promotion schemes given by Big Bazaar.ii) How much of them have

availed those promotions.



Research Methodology

Research Design

Research Method

Sampling MethodStatistical Tools Used



Research Design

Descriptive research design.

To describe characteristics of a population

or a phenomenon.

To determine the answers to who, what,

when, where and how questions.

To analyze the segment and target

markets.

To analyze the characteristics of the

customers.



Research Method

Survey method.

To collect Primary data through survey.

The survey method is a research techniquein which information is gathered from a

sample of people using a questionnaire.



Sampling Method

Non-probability sampling- Convenience

sampling

Sample size – 150.

Sampling Unit- Respondents.

- A respondent is any individual or

company from or about whom data is

collected or is approached for interview



Statistical Tool Used

Percentage Analysis.

Cross Tabulation.



Analysis



F

R

E

Q

UE

N

T

CU

S

T

O

M

E

R

S

Frequency Valid Percent CumulativePercent

Valid Yes 134 89.3 89.3 No 16 10.7 100.0 Total 150 100.0

89%

11%

% Of Customers

YESNO



How Frequent..?

29%

30%

19%

5%7%

Once in a week

once in a month

once in 3months

once in fortnight

rarely ( more than 3months)



Ranking of Awareness in

Customer about each promotions

RANKING PROMOTIONS

1 PRICE MELA (72%)

2 EXCHANGE MELA (61%)

3 WEDNESDAY BAZAAR (52%)

4 MONTHLY SAVING BAZAAR

(37%)

5 FUTURE GROUP (24%)

6 PEHALIC THARIC (11%)

7 BIG DAY ( - )

8 POWER OF 10 ( - )



Availing strength of customers

Promotions Availing Strength of customers

YES NO

Pehalic Tharic 13% 88%

Monthly Saving Bazaar 43% 57%

Wednesday Bazaar 60% 40%

Price Challenge 72% 28%

Exchange Mela 47% 53%

Future Group Family

Festival

62% 38%

Big Day --- ---

Power of 10 --- ---



Rating of customers for each

promotions..

0% 20% 40% 60% 80% 100%

Pehalic Tharic

Monthly Saving Bazaar

Wednesday Bazaar

Price Challenge

Exchange Mela

Big Day

Power of 10

74%

100%

6%

18%

34%

4%

26%

53%

68%

39%

54%

35%

12%

27%

42%pooraverage

good

very good

excellent



Customer Satisfaction in “The Great

Indian Festival”.

36%

30%

17%

8%9%

very much satisfiedsatisfied

neutral

dissatisfied

very much dissatisfied



FINDINGS…

On an average 88% are frequent shoppersof Big Bazaar.

Among them maximum of the customers

shop in Big Bazaar once in a week andonce in a months.

At the maximum the customers are only

aware of Price challenge and ExchangeMela.



Continued..

As said above the Price Challenge (72%),Wednesday Bazaar (60%) and the

Exchange Mela plays the major role

among the Customers when comparingwith other promotional schemes.

66% of customers are Satisfied with The

Great Indian Shopping Festival.



SUGGESTIONS…

If Big Bazaar uses a separate activity tomake its customers aware of their

promotional schemes, then that would

surely increase the satisfaction level of customers.

When the satisfaction level increases

which inturn will automatically increasethe sales.



CONCLUSION

Big Bazaar has the maximum of 88% of frequent shoppers.

And most of the customers are aware of thepromotions but the strength of availing theschemes are only less comparing to theawareness.

Most of the customers, about 66% that is

more than half the percentage are satisfied bythe Great Indian Shopping Festivalconducted during the April to May



Thank You

BRINTHIA.R

MB12B08

1035F0932

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Effectiveness of Promotion Schemes Offered by Big Bazaar

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