“TO STUDY THE EFFECTIVE PROMOTIONAL STRATERGIES INFLUENCING CUSTOMERS FOR THE PRODUCTS OF BIG BAZAAR”
issue 3

“TO STUDY THE EFFECTIVE PROMOTIONAL STRATERGIES INFLUENCING CUSTOMERS FOR THE PRODUCTS OF BIG BAZAAR”

Urvashi Vinchurkar

Jhulelal Institute of Technology

 Koradi Road , Nagpur

Prof. Sangita Kukreja

Assistant Professor, Department of Business Management,

Jhulelal Institute of Technology, Nagpur

ABSTRACT:

Pantaloon retail (India) limited, is India’s leading retailer that operates multiple retail formats in both the values and lifestyle segment of the Indian consumer market. The company’s leading formats include pantaloons, a chain of  fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar , a supermarket chain, blends the look ,touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and central , a chain of seamless destination malls. Some of its other formats include Depot, shoe factory , Brand factory ,Blue sky , and Fashion station. The company also operates an online  portal , futurebazaar.com . As customer’s tastes and preferences are changing , the market  scenario is also changing from time to time . It is the changing tastes and preference of customer which has  bought in a change in the market. New generation people are no more dependent on  haat  market and  far off departmental stores. Today we can see a new era in market with the opening up of many departmental stores, hypermarket , shoppers stop , malls , branded retail outlets and specialty stores. My  study is based on a survey done on customers of a  hypermarket named big bazaar…..My study is on determining the customers buying behaviour of customers in big bazaar and the satisfaction level of customers in big bazaar . My study will find out the current status of big bazaar and determine where it.

KEY WORD ANY THREE:

  1. Daily Needs
  2. Life style segment
  3. Hypermarket

INTRODUCTION

Promotional Strategies

“How do I get my product /service out there?” This is a question that many people who plan to be their own business or even larger companies who have already established a name for themselves. Frequently asked .your product or service may be the latest and greatest on the market today .but that doesn’t help you if do one know it’s exist you need to find some way to make yourself and your product known. That is where promotion comes into play and what exactly is promotion? Will. The act of a promoting or the fact of being promoted, advancement, encouragement of the progress growth. Or acceptance of something.Furtherance,advertising, publicity essentially this covers everything from commercial to magazine ads and even free items given out at exhibitions and trade shows. Promotion s perform many different ways by many different people but when it all comes down to it there is really only one purpose.

INTRODUCTION OF BIG BAZAAR

Is a chain of shopping malls in India currently with outlets, owned by the pantaloon group”. the idea was pioneered by entrepreneur Kishore Biyani, the head of “pantaloons Retail India ltd. the idea from the very beginning was to make Big Bazaar very comfortable for the Indian customer. #hat was -ishore0i’s strength as a retailer. 1e had a lot of confidence in what he was doing, even though it defied conventional logic. Big bazaar is not 0ust another hyper market. It caters to every need of your family. here scores over other stores is its value for money proposition for the Indian customers. Big Bazaar, you will definitely get the best products at the best prices & that’s what they 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, croc rery, cutlery, sports goods and much more at prices that will surprise you. and this is must the beginning. Big Bazaar plans to add much more to complete their customers shopping experience. If one looks at Indian bazaars, man dis, meal’s, they are environments created by traders to give shoppers a sense of moment, of event, of place. they provide an inclusive environment where men and women from all castes, creeds and classes can come and shop at the same place. The founders of Big Bazaar were from the beginning very clear that they had to reflect the look and feel of Indian bazaars at their modern outlets, so that no customer would feel intimidated with the surroundings. In India most of us are not prepared for the consumerism that is setting in this country. He underestimate how many people are going to fly and that why our airports get crowded. He underestimate how many people will spreadon the phone for how many billions of minutes and therefore our cell phone networks are always congested. out the minds responsible for the huge success of Big Bazaar have captured and understood the force of consumerism that is unfolding. Big Bazaar’s all over India attract a few thousand customers on any regular day, and a lot more if they are offering something extra on each buy, which they normally are and the sales force at Big Bazaar along with the executives is prepared for them.

OBJECTIVE

  • To get some more information about big bazaar promotional strategy.
  • To study consumer buying behavior to analysis product mix.
  • To study on customer preferences.
  • To know the competitive promotional strategy applied by competitor.

Research methodology

Primary data      – The most common methods of collecting primary data are conducting questionnaires, surveys, interviews, observations, case studies and focus groups, and examining documents and records. Data collection is the process of gathering information from different sources

Data collection technique

Questionnaire:

Questionnaire is of popular means of collecting data, but is difficult to design and often require many rewrites before an acceptable questionnaire is produced.

Interview:

This technique is primarily used to gain an understanding of the underlying reason and motivations for people’s attitudes, preferences or behavior. The interview was done by asking general question. I encouraged the respondent to talk freely.

Secondary data  – Refers to data that was collected by someone other than the user.[1] Common sources of secondary data for social science include censuses, information collected by government departments, organizational records and data that was originally collected for other research purposes.[2] Primary data, by contrast, are collected by the investigator conducting the research.

Secondary data analysis can save time that would otherwise be spent collecting data and, particularly in the case of quantitative data, can provide larger and higher-quality databases that would be unfeasible for any individual researcher to collect on their own.

FINDING

  •  Most  of the customers buy their requirement in Big Bazaar on the  weekly and monthly basis .consumer realize that the big bazaar stores provide qualitative products/ service with reasonable price .
  • Big bazaar is a hyper market as it provides various kinds of goods like appears grocery ,stationary ,food items , jewelry, crockery ,decorative items  sports items and many more .it competes with all the specialty stores of different product which provide goods at a discounted rates all through the year.
  • At present time big bazaar provide different type of product assortments to the costumers.
  • Big bazaar mainly deals with middle income group people who want qualitative product with reasonable cost.

CONCLUSION

Big Bazaar are a major shopping complex for today customer .it is a place where customer find variety of product at a reasonable price. Big Bazaar has a good reputation of itself in the market .It has positioned itself in the market  as a discounted store. It hold a huge customer base. The majority of customer belong to middle class family. The youth generation also, like shopping and moving around big bazaar.

Big bazaar is a hypermarket as it provide various  kinds of good like apparels, grocery, foods items, electronic items, lathers items, decorative item, chocolate items, sports item and many more. It compete with all the specially store of different product which provide goods at a discounted rate all through out the year. It  hold a large customer base and it seemed from the study that the customer are quite satisfied with Big Bazaar .

As of now there are 34 Big Bazaar  in different cities of India And also a different countries. it seems that is a vast growth of Big Bazaar living as a customer demand. It has emerged as a hub of shopping specially for middle class people. different type of product starting from baby food to pizzas wide range is available under one roof. In Delhi it is  a middle class people who ,mostly do marketing from big bazaar.

REFERENCE

Reference book:-

1) Advertisement theory and practice            –     1) chunawala

2) Subramanyam Modern marketing – 1) R.S.N.pillai  2) Bhagwat

 3)Retail management                                     –      1) Gibson vedamani

4)Research methodology                               –      1)C.R.Kothari

Web Sites:-

  • www.big bazzar.co.in
  • www.pantaloon retaili.in
  • www.wiki/marketing management
  • www.wiki.org/big bazaar- 4p-mix

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