INTRODUCTION

Retailing is evolving into a global, high-tech business. Wal-Mart is now the world’s
largest corporation and has become the largest food retailer in the United States. French based
Carrefour is the world’s second largest retailer. Retailing in developed countries is big
business and better organized. But the retail scenario in India is different much of it is in
unorganized sector. There are more than 12 million retail outlets of various sizes and formats.
And almost 90% of them are less than 500 sq. ft. in size and the per capita retail space is only
2 sq. ft. while US has 16 sq. ft.

India has the largest number of outlet in world i.e. 9 outlets for 1000 people. Most of
them are independent and contribute to the retail sales. Because of increasing number of
nuclear families, working women, greater work pressure and greater commuting time,
convenience has become a priority for Indian customers. They ever want things under one
roof for easy access and multiplicity of choice. The growth and development of organized
retailing is driven by two main factors-prices and benefits the customer can’t resist.

India is rapidly involving into a competitive market place with potential target consumers
in the niche middle class segments. The market trend indicates tremendous growth opportunities.
The buying behavior and lifestyle in India too are changing and the concept of
“value for money” is fast catching on in Indian retailing. This is the evident from the
expansion of the Pantaloons chain into the large format, Big Bazaar. This growth in retail
sector is making the retailers powerful intermediates in the marketing channel, bridging the
gap between manufactures and consumers.

Keeping in mind the rapid growth of Indian retail industry and its bright future, this
has always been a thrust area for me. As a matter of fact, retail is the buzz word of the Indian
economy today. As retail industry is growing at a high pace I wanted to have an overview of
the subject. I have chosen Big Bazaar & D-Mart retail chain for the research project because
both retail chains are very upcoming retail company which is continuously changing its
activities with the change of time. I wanted to understand their promotional activities and
liked to relate how similar or dissimilar it is from what I have studied in my course. To
execute the project, I underwent on the survey in my area, Panvel & New Panvel. The
interaction with the Store Manager, Operational Manager and other staff personnel was
fruitful to me as it cleared many core concepts when it came to practical application.

The main objective of the project was to get actual knowledge of what we have learnt
theoretical in the classroom. In other words, it was to get practical exposure of all the
marketing skills and how to implement in the real situation.

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 SITUATION ANALYSIS

India is rapidly involving into a competitive market place with potential target consumers
in the niche middle class segments. The market trend indicates tremendous growth opportunities.
The buying behaviour and lifestyle in India too are changing and the concept of
“value for money” is fast catching on in Indian retailing.

DEFINIG PROBLEMS

Retail organization are aggressively adopting innovating marketing strategy to attract

the customer and what influence them in making purchase decision from a particular outlet.
Many players are trying to create the ambience and experience of foreign shopping malls and
are providing wide product range, quality and value for money to create a memorable
shopping experience. Retail organization using various means of communication tools and
investing a huge amount of profit in advertising. Retail outlets are offering different kind
promotional schemes and discount to enhance sales and increase footfalls. The services
offered at these outlets promoted through the print, electronics and outdoor.

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 OBJECTIVES OF THE STUDY

 To scan customer buying behavior.

 To know the promotional strategy of Big Bazar & D-Mart.

 To know the relation between promotional strategy and buying decision.

 To comprehend the determinants of customer satisfaction.

 To know about the growth prospective with respect to demand analysis.

 To analyse product mix.

 How Big Bazaar and D-Mart Establish and maintain the in retailing through promotion

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 NEED OF THE STUDY

As a retail organization it is very important to retain & attract customers to sustain in

the market. For this purpose various promotional strategies are adapted by the retail
organizations on regular basis. This strategies influences the buying behaviour of customers.
To design new promotional strategies it becomes very necessary to understand the customer
behaviour towards current promotional strategies.

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 SCOPE OF THE STUDY

Indian retail sector have emerged as a most dynamic and fast pace industries with
immense completion “the organised retail that now constitute a small four percent of the total
industry is likely to grow at a much faster pace of 40-50 percent per annum and quadruplets
share in total retail trade to 16% by 2016-17, the Icier said”.
Retail organization are aggressively adopting innovating marketing strategy to attract
the customer and what influence them in making purchase decision from a particular outlet.
Many players are trying to create the ambience and experience of foreign shopping malls and
are providing wide product range, quality and value for money to create a memorable
shopping experience. Retail organization using various means of communication tools and
investing a huge amount of profit in advertising. Retail outlets are offering different kind
promotional schemes and discount to enhance sales and increase footfalls. The services
offered at these outlets promoted through the print, electronics and outdoor.
However, it is still to find out at what extent the Indian consumer are accepting this
innovation and what they perceive about it. Thus this study was conducted at organized retail
outlets for: find out the effective promotional strategies influencing customer for products of
organized retail sector.

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 LIMITATIONS OF THE STUDY

Every coin has two sides like that certain limitations of this research work that I could observe
are as follows:

 Though all promotional strategies are try to cover in this project some future
strategies was not disclose by store authorities.

 All the causes and effects may not be taken into consideration due to time constraints.

 The some samples I got from survey was not useful as some people returned it
without attempted all the sections in questionnaire.

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 COMPANY PROFLIE

BIG BAZAR
Big Bazaar is a chain of hypermarket in India. As of June 2, 2012 there are 214
stores across 90 cities and towns in India covering around 16 million sq.ft. of retail space.
Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters
offering a wide range of merchandise including fashion and apparels, food products, general
merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.

Big Bazaar is part of Future Group, which also owns the Central Hypermarket, Brand
Factory, Pantaloons, ezone, Hometown, futurebazaar.com, KB's Fair Price to name a few
and is owned through a wholly owned subsidiary of Pantaloons Retail India Limited, that is
listed on Indian stock exchanges.

History

Big Bazaar was launched in September, 2001 with the opening of its first four
stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years,
there are now 161 Big Bazaar stores in 90 cities and towns across India.

Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director
of Pantaloon Retail India. Though Big Bazaar was launched purely as a fashion format
including apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar
has included a wide range of products and service offerings under their retail chain. The
current formats includes Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar.
The inspiration behind this entire retail format was from Saravana Stores, a local store in T.
Nagar, Chennai.

The stores are customized to provide the feel of mandis and melas while offering
the modern retail features like Quality, Choice and Convenience. As the modern Indian
family's favorite retail store, Big Bazaar is popularly known as the "Indian Wal-Mart".
On successful completion of ten years in Indian retail industry, in 2011, Big Bazaar has come
up a new logo with a new tag line: ‘Naye India Ka Bazaar’, replacing the earlier one: 'Isse
Sasta Aur Accha Kahin Nahin'.

Lines of Business of the Above Store

 E-tailing
 Food
 Fashion
 Home Solution

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  General Merchandise
 Leisure and Entertainment
 Wellness and Beauty
 Books and Music
 Footwear
 Electronics
 Children Accessories
 Crockery

Operations

Most Big Bazaar stores are multi-level and are located in stand-alone buildings in city
centers as well as within shopping malls. These stores offer over 200,000 SKUs in a wide
range of categories led primarily by fashion and food products.

Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and
is now present within every Big Bazaar as well as in independent locations. A typical Big
Bazaar is spread across around 50,000 square feet of retail space. While the larger
metropolises have Big Bazaar Family centers measuring between 75,000 square feet and
160,000 square feet,
Big Bazaar Express stores in smaller towns measure around 30,000 square feet.

Big Bazaar has the facility to purchase products online through its official web
page, and offers free shipping on some of their products.

Timeline

2001

 Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore
and Hyderabad

2002

 Big Bazaar - ICICI Bank Card is launched.

 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, inviting
customers to exchange household junk at Big Bazaar

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2007

 The 50th Big Bazaar store is launched in Kanpur

 Big Bazaar partners with Futurebazaar.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. 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.
Adjudged the Most Preferred Multi Brand Retail Outlet and Most Preferred Multi
Brand One Stop Shop
 Big Bazaar connects over 30,000 small and medium Indian manufacturers and
entrepreneurs with around 200 million customers visiting its stores.

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, Big Bazaar has started free shipping
on all orders above ₹ 1000

2012

 Partnered with Disney to launch "Kidz Cookies", exclusively for kids across India
 Big Bazaar is planning to add further value to its retail services by offering Value
added services like grinding, de-seeding, vegetables cutting at free of cost

2013

 Started Big bazaar Direct a franchisee program

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D-Mart
D-Mart offer products to satisfy the entire family’s needs. Merchandise offered at D-
Mart is always at lower prices. Stores are designed with customer convenience in mind. D-
Mart respects your intelligence by offering a wide choice of brand and pack sizes, couple
with easy-to-understand communications and information.

Avenue Super Marts Ltd.

Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and supermarkets by
the store name D-Mart.

D-Mart seeks to provide a one-stop shopping experience for the entire family,
meeting all their daily household needs. A wide selection of home utility products is offered,
including foods, toiletries, beauty products, garments, kitchenware, bed and bath linen, home
appliances and much more.

Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a
trusted and well-established shopping destination in Maharashtra, Gujarat, Andhra Pradesh
and Karnataka. D-Mart is now looking forward to growing its stores across India.

Culture

At ASL, we’re strong believers in deriving excellence in customer service through

systemic training and rigor at work. We value simplicity and humility in our people and
strongly believe that integrity and merit is the only route to growth at ASPL. We hire
professionals who share our values and unabashedly lead by example.

Vision

It is our continuous endeavor to investigate, identify and make available new

products/categories for the customer’s everyday use and at the ‘best’ value than anybody else.

Presence

D-Mart's expansion began in 2007, when stores were opened in Ahmedabad, Baroda,
Pune, Sangli and Solapur. Today D-Mart is established in 46 locations across Maharashtra,
Gujarat, Andhra Pradesh and Karnataka, in:

Maharashtra
 Mumbai  Solapur
 Navi Mumbai  Sangli
 Thane
 Kolhapur
 Amravati
 Pune

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Gujarat
 Ahmedabad
 Rajkot
 Baroda
 Surat
 Anand

Andhra Pradesh
 Hyderabad

Karnataka
 Bangalore

D-Mart offers wide selections of products in the following categories:

 Foods
 Toiletries and Beauty products
 Garments
 Kitchenware
 Bed and Bath linen
 Toys & Games Stationery
 Home Appliances
 Footwear

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 RESEARCH METHODOLOGY

There are two types of data used. They are primary & secondary data. Primary data is
defined as data that is collected from original sources for a specific purpose. Secondary data
collected from collected from Big Bazaar & D-Mart records, websites etc.

Primary Sources
Questionnaires are prepared and surveys will conduct. Most of the questions will consist
of multiple choices. The structured interview method will be undertaken. The surveys was
conducted via Google forms & face to face. Proper care will be taken to frame the questionnaire
in such a manner it should be easily understood in view of educational level of the customers.
Advantages:-

 Data is compiled from first-hand experience or observation so it is Basic data and unbiased
information
 Data direct from the customers
Disadvantages:-

 Large volume of data. Huge volume of questions. Time Consuming, this is Raw data
 The personal biases of the respondents might have entered into their response.

Secondary Sources
As secondary sources, I will use the data kept by store authorities & websites.
Advantages

 It is economical. It saves efforts and expenses.

 It is time saving and accurate, it helps to improve the understanding the strategies
 It provides a basis for comparison for the data.

Disadvantages

 The data received will be valid for few months. Hence the result obtained might not be precious.
 Data provided may be incompleteness.

Analysis of sampling
Sample size : 120
Sampling Method : Random Convenience sampling
Sample Unit : Customer of Big bazaar & D-Mart
Measuring Tools : Questionnaire

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 LITERATURE REVIEW

(Doyle& Fenwick 1974; Jain & Etgar 1976: King & Ring 1980; Chowdhury et al 1998), with
some research efforts having attempted to explore the evolution of store image formation (Mazursky
and Jacoby 1986); and others seeking to conduct a meta-analysis of retail patronage studies (Pan &
Zinkhan 2006). However, the existing literature did not retail image. Consumers’ perception of store
image is based, in part, on functional qualities that the store may possess, and by other, less tangible
or psychological attributes (Lindquist 1974). Lindquist analysed 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.
These were grouped into nine broad categories, including: merchandise, service, clientele, physical
facilities, convenience, promotion, store atmosphere, institutional attributes, and post-transaction
satisfaction. Mazursky and Jacoby (1986) conducted a similar analysis and verified that
“merchandise related aspects” (such as quality, pricing and assortment), and “service related aspects”
(such as quality in general and salesperson’s service) are among the most important components of
store image. A 1994 study by Baker, Grewal and Parasuraman confirmed that “the store image
literature suggests there are linkages between merchandise and service quality, and store image.” A
later study by Baker, Grewal and Voss (2002) also confirmed that service quality was a key
determinant of store image. Given the prevalence in the literature of merchandise and service as two
key determinants in the formation of store image, these two attributes were selected for this present
study to gauge consumer’s perceptions of retail stores. These attributes were incorporated in this
study by obtaining consumer similarity judgments on retailers’ “service quality” and “merchandise
quality”. The clustering of retail stores based on these two attributes will yield a better understanding
of competition within the retailing industry. This is of interest from a strategic marketing standpoint
in that many off-price retailers carry the same quality merchandise as other, higher priced retailers
(namely, department stores and specialty stores). In previous years, competition within the retail
sector was more clearly delineated in that department stores tended to compete with other department
stores; and in general, stores of a specific type tended to compete with like stores in reality, these
distinctions (at least with regards to merchandise quality) may not be as clear today since off-price

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retailers often carry the same merchandise as specialty and department stores. No longer can the
competition be viewed as narrowly – merely by store type - as it had been in the past for
purposes of marketing strategy development. 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.

Organized Retail:

Organized retail or modern retail is usually chain stores, all owned or franchised by a
central entity, or a single store that is larger than some cut-off point. The relative uniformity and
standardization of retailing is the key attribute of modern retail. The size of each unit can be
small so that a chain of convenience stores is modern retail. A single large department store is
also modern retail.

In developed countries, so much of retail is organized that we rarely hear the term used.
Instead, categorizations such as ‘independents’ and ‘mom-and-pop stores’ are more common,
and are typically references to what is known globally as unorganized retail.

Although a few years dated, comparison of unorganized and organized retail to be an

interesting illustration of just how diverse retail markets are globally. These figures are by no
means static; with every passing year, retailers are becoming increasingly globalized and the
percentage of unorganized retail in developing countries is declining.

What is promotional strategies?

Promotion refers to raising customer awareness of a product or brand, generating sales,

and creating brand loyalty. It is one of the four basic elements of the market mix, which includes
the four P's: price, product, promotion, and place.

Promotion is also defined as one of five pieces in the promotional mix or promotional
plan. These are personal selling, advertising, sales promotion, direct marketing, and publicity. A

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promotional mix specifies how much attention to pay to each of the five factors, and how much
money to budget for each.

Fundamentally, there are three basic objectives of promotion. These are:

1. To present information to consumers and others.

2. To increase demand.
3. To differentiate a product.

The purpose of a promotion and thus its promotional plan can have a wide range, including: sales
increases, new product acceptance, creation of brand equity, positioning, competitive
retaliations, or creation of a corporate image.

Types:

There have been different ways to promote a product in person or with different media.
Both person and media can be either physically real or virtual /electronic.

In a physical environment:

Promoters have used newspapers, special events, endorsements, Promotions can be held
in physical environments at special events such as concerts, festivals, trade shows, and in the
field, such as in grocery or department stores. Interactions in the field allow immediate
purchases. The purchase of a product can be incentive with discounts (i.e., coupons), free items,
or a contest. This method is used to increase the sales of a given product. Interactions between
the brand and the customer are performed by a brand ambassador or promotional model who
represents the product in physical environments. Brand ambassadors or promotional models are
hired by a marketing company, which in turn is booked by the brand to represent the product or
service. Person-to-person interaction, as opposed to media-to-person involvement, establishes
connections that add another dimension to promotion. Building a community through promoting
goods and services can lead to brand loyalty.

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Through media:

Promotion can be done by different media, namely print media which includes newspaper
and magazines, electronic media which includes radio and television, digital media which
includes internet, social networking and social media sites and lastly outdoor media which
includes banner ads, OOH (out of home). Digital media is a modern way of brands interacting
with consumers as it releases news, information and advertising from the technological limits of
print and broadcast infrastructures. Mass communication has led to modern marketing strategies
to continue focusing on brand awareness, large distributions and heavy promotions. The fast-
paced environment of digital media presents new methods for promotion to utilize new tools now
available through technology. With the rise of technological advances, promotions can be done
outside of local contexts and cross geographic borders to reach a greater number of potential
consumers. The goal of a promotion is then to reach the most people possible in a time efficient
and a cost efficient manner.

Promotional activities to push a brand enabling social media channels to spread content
making something viral, such as the advertising by Coke. Using the release of a new Bond film
creating attention which then gets promoted across all social channels by people spreading the
information due to excitement. Social media, as a modern marketing tool, offers opportunities to
reach larger audiences in an interactive way. These interactions allow for conversation rather
than simply educating the customer. Facebook, Twitter, LinkedIn, Pinterest, Google Plus,
Tumblr and Instagram are rated as some of the most popular social networking sites. As a
participatory media cultures, social media platforms or social networking sites are forms of mass
communication that through media technologies allow large amounts of product and distribution
of content to reach the largest audience possible. However, there are downsides to virtual
promotions as servers, systems, and websites may crash, fail, or become overloaded. With
promotion through participatory media, there is an opportunity to gain Social capital.

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Customer Behavior:

Consumer Behavior is the study of individuals, groups, or organizations and the processes
they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy
needs and the impacts that these processes have on the consumer and society. It blends elements
from psychology, sociology, social anthropology, marketing and economics. It attempts to
understand the decision-making processes of buyers, both individually and in groups such as how
emotions affect buying behavior. It studies characteristics of individual consumers such

as demographics and behavioral variables in an attempt to understand people's wants. It also

tries to assess influences on the consumer from groups such as family, friends, sports, reference
groups, and society in general.

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Definition of marketing mix:
Marketing mix is the combinations of elements that you will use to market your product.
There are four elements: Product, Place, Price and Promotion. They are called the four Ps of the
marketing mix. Some people think that the four Ps are old fashionable and propose a new
paradigm: The four Cs!* Product becomes customer needs; Place becomes convenience, price is
replaced by cost to the user, promotion becomes communication. It looks like a joke but the Cs is
more customer-oriented.

Product
Big-Bazaar
Big Bazaar offers a wide range of products which range from apparels, food, farm
products, furniture, child care, toys, etc. of various brands like Pantaloons, Levis, Allen Solly,
Pepsi, Coca-Cola, HUL, ITC, P&G, LG, Samsung, Nokia, HP etc. Big Bazaar also promotes a
number of in house brands like:
- DJ & C
- Tasty Treat
D-Mart
D-Mart offer products to satisfy the entire family’s needs. Merchandise offered at D-Mart
is always at lower prices. Stores are designed with customer convenience in mind. D-Mart
respects your intelligence by offering a wide choice of brand and pack sizes, couple with easy-to-
understand communications and information.

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 D-Mart offers a wide selections of products which range from Apparels, Foods, Toiletries
and Beauty products, Garments, Kitchenware, Bed and Bath linen, Toys & Games Stationery,
Home Appliances, Footwear.
The service offered was somewhat okay. As soon as we went in, the security (lady)
informed us that she was putting our belongings inside a D-Mart’s green clothed bag and sealing
it. Even the purse bag of my mother was sealed inside. We had to argue with the security guard
and finally we managed to get the purse out. We began shopping with 10 minutes of wasted time
and a rather bad mood to begin shopping with.
The staff was unfriendly and unfamiliar with rules. It seemed as if they wanted to sell
without understanding the requirements of the customer. On the Priya pickle offer (1free for 2
bought) the staff lady wanted us to buy the same pickle three times. This was a stupid idea, what
would we do with 3 achaars of the same mango, or ginger, or lime? Finally after we explained
the stupidity behind her reasoning she relented and let us chooses a variety of three

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Pricing
Big-Bazaar
The pricing objective at Big Bazaar is to get ³Maximum Market Share. Pricing at Big
Bazaar is based on the following techniques:
 Value Pricing (EDLP - Every Day Low pricing):

Big Bazaar promises consumers the lowest available price without coupon clipping,
waiting for discount promotions, or comparison shopping.
 Promotional Pricing:

Big Bazaar offers financing at low interest rate. The concept of psychological discounting
(Rs. 99, Rs. 49, etc.) is also used to attract customers. Big Bazaar also caters on Special Event
Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).
 Differentiated Pricing:

Differentiated pricing i.e. difference in rate based on peak and non- peak hours or days of
shopping is also a pricing technique used in Indian retail, which is aggressively used by Big
Bazaar. E.g. Wednesday Bazaar

 Bundling:

It refers to selling combo-packs and offering discount to customers. The combo- packs add
value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling.
e.g. 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. D-Mart offers minimum 5% discount on
MRP on all items except medicines, grocery and vegetables and fruit items.
The product mix was fairly good. Lot of variety was available for all types of products.
The assortments done for apparels were as per the price in descending order and as per the size
i.e. extra-large, large, medium and small. Also, in nearby racks the assortment was as per size
nos. i.e. 28, 30, 32, etc for trousers and 38, 39, 40, 42, 44, etc. for shirts.

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 D-Mart gift coupons us an ideal way for organization to reward or gift their employees. D-
Mart offers gift coupons in denominations of 250 (worth Rs 250) and 500 (worth Rs 500).
Individuals may also receive gift coupons if their off-take us Rs 10,000 or more.

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Palace:
Big-Bazaar
The Big Bazaar stores are operational across three formats ² hypermarkets spread over
40,000-45,000 sq. ft., the Express format over 15,000-20,000 sq. ft. and the Super Centers set up
over 1 lakh sq. ft. Currently Big Bazaar operates in over 34 cities and towns across India with
116 stores. Apart from the Metros these stores are also doing well in the tier II cities. These
stores are normally located in high traffic areas. Big Bazaar aims at starting stores in developing
areas to take an early advantage before the real estate value booms. Mr. Biyani is planning to
invest around Rs 350 crore over the next one year expansion of Big Bazaar. In order to gain a
competitive advantage Big Bazaar has also launched a website www.futurebazaar.com, 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.

D-Mart
The D-Mart stores are operational across three formats hypermarkets spread over 30,000-
35,000 sq ft, the Express format over 7,000-10,000 sq ft and the Super Centers set up over 1 lake
sqft. Currently D-Mart operates in over 15 cities and towns across India with 70 stores. These
stores are normally located in high traffic areas. 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.

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Promotion:
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, TV ad, radio)

 Brand endorsement by M.S Dhoni and Asin

Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like
Westside, Shoppers stop and Lifestyle. They are:
 “Keep West- a Side. Make a smart choice!”

 “Shoppers! Stop. Make a smart choice!”

 “Change your Lifestyle. Make a smart choice!”

 Each party is free to accept or reject the exchange offer.

 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. Exchange is a
value-creating process because it normally leaves both parties better off.
Note that exchange is a process rather than an event. Two parties are engaged in exchange if they
are negotiating-trying to arrive at mutually agreeable terms. When an agreement is reached, we
say that a transaction takes place. A transaction involves at least two things of value, agreed-
upon conditions, a time of agreement, and a place of agreement. Usually a legal system exists to
support and enforce compliance among transactions. However, transactions do not require
money as one of the traded values. A barter transaction,

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 e.g., involves trading goods or services for other goods or services

D-Mart

Promotion and sales offers were present for most of the items. There were a discount of
10 % on all Navneet products and Cadbury celebrations. There was one separate whole shelf for
garbage dust bin bags selling at Rs.29 wherein the actual MRP was Rs.45.In case of apparels
there is a variety available ranging from menswear, women swear and kids wear.

Advertising

When D-mart had opened up, on the way towards Nahur station, there was a hoarding
nearly for 3 months to advertise that the mall has opened up at Mulund.
D-Mart mostly use discount offers as a promotional tool for increasing sales. Promotional
tools are very much important for D-Mart, in increasing sales and also in introducing new
products. Customers are also satisfied with the promotional tools of D-Mart, mostly they are
satisfied with the discount offers.
Customer are satisfied with the products of D-Mart and also with the behavior of the
employees.
To know about sales promotional techniques and its effectiveness of D-mart.
The study will be carried out in the city of ahmedabad and will enable D-Mart to
understand which consumer and sales promotion scheme are beneficial and like by customer so
as to retain for longer period.
This research is helpful to know type of sales promotional scheme used by retail store
and to motivate the consumer for buying the products.

24
CUSTOMER BUYING DETERMINANTS:
Customer’s satisfaction with a product depends upon how well the product performance
lives up to customer expectation. It is a key influence on future buying behavior.

Consumers make many buying decisions every day. Most large companies research
Consumers buying decisions in great details to consumer questions about what customer buy,
where customer buy, how and how much they buy, why they buy.

It is very easy to get the answer to first three questions. But finding way they buy is very
difficult because it require studying deep the Consumer behavior. The model of the customer
buying behavior answers the question affecting buying behavior of the customers.

Consumers make many buying decisions every day. Most large companies’ research
consumer buying decision in great details to answer question about what consumer buy, where
they buy, how and ho

They are everywhere on the T.V. hoarding, posters and print media. Brands while
proclaiming their positive qualities pull down those of their rivals. Intangible assets such as
brands, patents and know now have become increasingly dominates elements of company value.
Brand are widely recognized as corporate assets but have been historically evaluated on non-
financial attributes like awareness, recognition.

25
 DATA ANALYSIS & INTERPRETATION

Store’s advertisement

Store No. %
Big-Bazaar 74 61.67
D-Mart 46 38.33
Total 120 100

Store’s advertisement

38.33%

Big-Bazaar
61.67%
D-Mart

ANALYSIS:
From the survey, from 120 respondents, gave response for more powerful advertise to Big-
Bazaar is 61.67% & D-Mart is 38.33%.

INTRPRETATION:
Majority of the customers are given response for most powerful advertisement is Big-Bazaar. We
can also interpret that the big-bazaar comparison is more powerful people attract with
advertisement like T.V., Hoarding and newspaper, is most of the part of purchasing by
advertisement.

26
4p’s of Big Bazaar & D-Mart

Product:

Purchasing a product in Store

Store NO. %
Big-Bazaar 52 43.33
D-mart 38 31.67
Both 30 25.5
None 0 0.0
Total 120 100

Purchasing a product in Store

7.5%,

17.5%
43.33%

Big-Bazaar
31.67%
D-Mart

Both

None

ANALYSIS:
From the survey, from 120 respondents, gave response Big-Bazaar is 43.33% &
D-mart is 31.67% & both is 17.5% and none 7.5%.

INTERPRETATION:
Majority of the customers are given response to Big-Bazaar, We can also
interpret from this that big bazaar 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, big
bazaar has located itself in a good place from where it is convenient for people to
visit big bazaar.
27
Choose the product from the store.

Big-Bazaar
1 2 3 4 5 6
% % % % % %
Advertisement 17.05 20.45 9.09 11.36 17.61 24.43
Reference 11.93 16.47 20.45 15.9 14.77 20.45
Experience 16.48 14.78 21.02 14.2 11.36 22.16
Quality 16.48 9.66 24.43 22.16 15.91 11.36
Quantity 21.59 21.02 10.8 12.5 24.43 9.66
Service 16.48 17.61 14.2 23.86 15.91 11.93

Choose Product
Percentage
 100%
11.36 9.66 11.93
90% 24.43 20.45 22.16
80% 15.91 24.43 15.91
14.77 11.36
70%
17.61
60% 15.9 14.2 22.16 12.5 23.86
11.36
50% 10.8
40% 9.09 21.02 14.2
20.45 24.43
30% 21.02
20.45 14.78 17.61
20% 16.47 9.66
10% 17.05 16.48 16.48 21.59 16.48
11.93
0%
Advertisement Reference Experience Quality Quantity Service

Big-Bazaar 1 % Big-Bazaar 2 % Big-Bazaar 3 % Big-Bazaar 4 % Big-Bazaar 5 % Big-Bazaar 6 %

ANALYSIS:
From the survey, from 120 respondents, gave response for choose product from the
store to First rank Big-Bazaar is 17.04%, & Second rank is 20.40%, & Third rank is 9.09%,
& Fourth rank is 11.36%, & Fifth rank is 17.61%, & Sixth rank is 24.46% of them
Advertisement. Give First rank is 11.93%, & Second rank is 16.48%, & Third rank is
20.45%, & Fourth rank is 15.90%, & Fifth rank is 14.77%, & Sixth rank is 20.45%, of them
Reference. Give First rank is 16.48%, & Second rank is 14.78%, & Third rank is 21.02%, &
Fourth rank is 14.20%, & Fifth rank is 11.36%, & Sixth rank is 20.15%, of them Experience.
Give First rank is 16.48%, & Second rank is 9.66%, &

28
Third rank is 24.43%, & Fourth rank is 22.15%, & Fifth rank is 15.90%, & Sixth rank is 11.36%,
of them Quality. Give First rank is 21.59%, & Second rank is 21.02%, & Third rank is 10.79%,
& Fourth rank is 12.15%, & Fifth rank is 24.43%, & Sixth rank is 9.65%, of them Quantity. Give
First rank is 16.48%, & Second rank is 17.61%, & Third rank is 14.20%, & Fourth rank is
23.66%, & Fifth rank is 15.90%, & Sixth rank is 11.93%, of them Service.

INTREPRETATION:
Majority of the customers are gave response for quantity is the most choose the product from
the store. We can also interpret that Big Bazaar is designed as an agglomeration of bazaars or
Indian markets with clusters offering a wide range of merchandise including fashion and
apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure
and entertainment sections are also of this product are available in bulk at big bazaar.

29
Choose the product from the store.

D-Mart

1 2 3 4 5 6
% % % % % %
Advertisement 16.13 22.58 20.16 13.71 12.1 15.32
Reference 14.51 19.35 15.32 18.55 20.16 12.1
Experience 25 17.74 22.58 8.06 11.29 15.32
Quality 23.39 12.1 7.26 17.74 16.13 23.39
Quantity 10.48 13.71 20.97 21.77 17.74 15.32
Service 10.48 14.52 13.71 20.16 22.58 18.55

Choose Product
percentage
 100%
15.32 12.1 15.32 15.32
90% 23.39 18.55

80% 12.1 20.16 11.29 17.74

70% 13.71 8.06 16.13 22.58
60%
18.55 21.77
22.58 17.74
50% 20.16 20.16
40% 15.32 7.26
17.74 20.97 13.71
30% 22.58 12.1
19.35
20%
13.71 14.52
25 23.39
10%
16.13 14.51 10.48 10.48
0%
Advertisement Reference Experience Quality Quantity Service

D-Mart 1 % D-Mart 2 % D-Mart 3 % D-Mart 4 % D-Mart 5 % D-Mart 6 %

ANALYSIS:
Give response for choose product from the store to First rank D-Mart is 16.12%, &
Second rank is 22.58%, & Third rank is 20.16%, & Fourth rank is 13.70%, & Fifth rank is
12.09%, & Sixth rank is 15.32% of them Advertisement. Give First rank is 14.51%, &
Second rank is 19.35%, & Third rank is 15.32%, & Fourth rank is 18.54%, & Fifth rank is
20.16%, & Sixth rank is 12.09%, of them Reference. Give First rank is 25%, & Second
rank is 17.74%, & Third rank is 22.58%, & Fourth rank is 8.06%, & Fifth rank is 11.29%,
& Sixth rank is 15.32%, of them Experience. Give First rank is 23.38%, & Second rank is
12.09%, & Third rank is 7.25%, & Fourth rank is 17.74%,

30
& Fifth rank is 16.12%, & Sixth rank is 23.38%, of them Quality. Give First rank is 10.48%, &
Second rank is 13.70%, & Third rank is 20.96%, & Fourth rank is 21.77%, & Fifth rank is17.74%,
& Sixth rank is 15.32% of them Quantity. Give First rank is 10.48%, & Second rank is 14.51%,
& Third rank is 13.70%, & Fourth rank is 20.16%, & Fifth rank is 22.58%, & Sixth rank is
18.54% of them Service.

INTERPRETATION:
Majority of the customers are gave response for quality choose the product from the store.
We can also interpret that D-mart are provided to customers’ good quality of products. And
many people are satisfied to service & quality.

31
Pricing:
Unexpected offers

No. %

Yes 71 59.17

No 49 40.83

Total 120 100

Unexpected offers

40.83%
Yes
59.17%
No

ANALYSIS:
From the survey, from 120 respondents, gave response for like to make your purchase
under unexpected offers to Yes is 59.17%, & No is 40.83%.

INTERPRETATION:

Majority of the customers are given response for interested to buy under unexpected
offers only.

32
Place:
Distance of store

No. %
00-05 39 32.5
05-10 50 41.68
10-15 17 14.16
More than 15 14 11.66
Total 120 100

Distance of store
11.66%

32.5%
14.16% 00--05
05--10
10--15

41.68% More thane 15

ANALYSIS:
From the survey, from 120 respondents, gave response for How much distance to the
store to 32.5% of them 0-5 km, & 41.68% of them 5-10 km, & 14.16% of them 10-15 km, &
11.66% of them More than 15 km.

INTERPRETATION:
Majority of the customers are given response for 0-5 km distance to the store.

33
Parking facility

No. %

Yes 79 65.83

No 41 34.17

Total 120 100

Parking facility

34.17%
Yes
65.83% No

ANALYSIS:
From the survey, from 120 respondents, gave response for happy with the parking facility
provided to yes is 65.83%, & No is 34.17%.

INTERPRETATION:
We interpret that majority of the customers are satisfied with the parking space availability
provided by store. Hence In holidays probably it will be very essay for customers to park their
vehicle in store.

34
Location of store

No. %

Yes 83 69.17

No 37 30.83

Total 120 100

Location of store

30.83%

Yes
69.17% No

ANLYSIS:
From the survey, from 120 respondents, gave response for happy with the location of the
store to Yes is 69.17%, No is 30.83%.

INTERPRETATION:
Majority of the customers are given response for happy with the location of the store. 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, store has located itself
in a good place from where it is convenient for people to visit store.

35
Promotion:
Choose factor for most while purchasing.

Big-Bazaar
1 2 3 4 5
Factor
No. % No. % No. % No. % No. %
Offer 22 29.73 21 20.27 17 22.97 10 13.51 14 18.92
Service 15 20.27 12 16.21 27 36.49 12 16.22 22 29.73
Quality 17 22.97 20 27.02 12 16.21 11 14.86 18 24.32
Availability 09 12.16 08 18.91 14 18.92 25 33.78 08 10.81
of Products
Quantity 11 14.86 13 17.57 04 05.41 16 21.62 12 16.22
Total 74 100 74 100 74 100 74 100 74 100
D-Mart
1 2 3 4 5
Factor
No. % No. % No. % No. % No. %
Offer 15 32.61 12 26.09 14 30.43 07 21.73 04 08.69
Service 09 19.57 10 21.74 05 10.87 13 32.60 15 32.61
Quality 11 23.91 13 28.26 09 19.57 16 39.14 07 15.22
Availability 05 10.87 08 17.39 03 06.52 03 6.53 11 23.91
of Products
Quantity 06 13.04 03 06.52 15 32.60 07 15.22 09 19.55
Total 46 100 46 100 46 100 46 100 46 100

Big Bazar
100%
5.41%
14.86% 17.57% 18.92% 21.62%
90% 16.22%
80% 12.16% 18.91% 10.81%
70%
16.21%
60% 22.97% 33.78% 24.32%
50% 27.02%
40% 20.27% 36.49% 14.86% 29.73%
30%
20% 16.21% 16.22%
29.73% 20.27% 22.97%
10% 13.51% 18.92%
0%
1 2 3 4 5

Offer Service Quality Availability of Products Quantity

36
 100%
6.52% 19.55%

90%
13.04% 15.22% D-mart
17.39% 32.60% 6.53%
80% 10.87%
70%
23.91% 6.52% 39.14% 23.91%
60% 28.26%
19.57%
50% 15.22%
40% 19.57%
21.74% 10.87% 32.60%
30%
32.61%
20%
31.91% 26.09% 30.43% 21.73%
10%
8.69%
0%
1 2 3 4 5

Offer Service Quality Availability of Products Quantity

ANALYSIS:
From the survey, from 120 respondents, gave response for Choose from factor which
attracted you most while purchasing, to give first rank Big-Bazaar is 29.73%, & second rank is
20.27%, & third rank is 22.97%, fourth rank is 13.51% and five rank 18.92% of them Offer.
Give First rank D-Mart is 32.61%, & Second rank is 26.09%, & Third rank is 30.43%, & Fourth
rank is 21.73% and five 8.69% of them Offer. Give first rank Big-Bazaar is 20.27%, & second
rank is 16.21%, & third rank is 25.68%, fourth rank is 31.08% of them Service. Give First rank
D-Mart is 34.78%, & Second rank is 19.56%, & Third rank is 13.04%, & Fourth rank is 32.60%
of them Service. Give first rank Big-Bazaar is 22.99%, & second rank is 20.28%, & third rank is
16.22%, fourth rank is 40.54% of them Quality. Give First rank D-Mart is 19.57%, & Second
rank is 13.06%, & Third rank is 28.26%, & Fourth rank is 39.14% of them Quality. Give first
rank Big-Bazaar is 14.86%, & second rank is 35.14%, & third rank is 35.13%, fourth rank is
14.87% of them Availability of Product. Give First rank D-Mart is 23.91%, & Second rank is
34.78%, & Third rank is 34.79%, & Fourth rank is 6.53% of them Availability of Product.

INTERPRETATION:
Majority of the customers are like to offer to Big-Bazaar. & like service to D-Mart. We can
also interpret that some people are like Wednesday Discount Offers on Food, Fashion, household
Items at Big Bazaar. it’s means wide range of products available in big bazaar 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. So that customers can get more satisfaction.
37
Advertisement about outlet:

Big-Bazaar D-Mart
Source
No. % No. %
T.V. 18 24.3243 11 23.9130
Hoarding 19 25.6756 8 17.3913
Bus Painting 13 17.5675 10 21.7391
News Paper 24 32.4324 17 36.9565
Total 74 100 46 100

Source about outlet

36.95
32.43

24.32 23.91 25.67

21.73
17.39 17.56

T.V. HOARDING BUS PAINTING NEWS PAPER

Big-Bazaar D-Mart

ANALYSIS:
From the survey, from 120 respondents, gave preference for Big-Bazaar is 24.32% of
them T.V., & 25.67% of them Hoarding. & 17.56% of them Bus Painting. & 32.43% of them
News Paper. And Give preference for D-Mart is 23.91% of them T.V. & 17.39% of them
Hoarding, & 21.73% of them Bus Painting, & 36.95% of them News Paper.

INTERPRETATION:
Majority of the customers are gave response for Newspaper is the most influencing factor
which is responsible for awareness of Big Bazaar & D-Mart. We can also interpret that some
people are visited a store through seen to advertisement in newspaper. The various promotion
schemes used at Big Bazaar include.

38
Offers:

Big-Bazaar D-Mart
Offer 1 2 3 1 2 3
No. % No. % No. % No. % No. % No. %
Buy 1,Get 1 26 35.22 25 39.2 23 25.57 14 30.43 9 19.56 23 50.00
free
Gift 31 41.48 29 38.65 14 19.88 20 43.47 13 28.26 13 28.26
Voucher
Future Card 17 23.29 20 22.15 37 54.55 12 26.08 24 52.17 10 21.73
Total 74 100 74 100 74 100 46 100 46 100 46 100

Offer
100%
23.29 22.15 26.08 21.73
80%
54.55 52.17
28.26
60% 41.48 38.65 43.47
40%
50
20% 35.22 39.2 19.88
25.57 30.43 28.26
19.56
0%
Big-Bazaar 1% Big-Bazaar 2% Big-Bazaar 3% D-Mart 1% D-Mart 2% D-Mart 3%

Buy 1,Get 1 free Gift Voucher Future Card

ANALYSIS:
From the survey, from 120 respondents, gave response for like the most offer to give
first rank Big-Bazaar is 35.22% & second rank is 39.2% & third rank is 25.57%. And give first
rank D-mart is 30.43% & second rank is 19.56% & third rank is 50.00%.of them Buy 1, Get 1
free. Give first rank Big-Bazaar is 41.48% & second rank is 38.65% & third rank is 19.88%. And
give first rank D-mart is 43.47% & second rank is 28.26% & third rank is 28.26%.of them gift
voucher. Give first rank Big-Bazaar is 23.29% & second rank is 22.15% & third rank is 54.55%.
And give first rank D-mart is 26.08.55% & second rank is 52.17% & third rank is 21.73% of
them future card.

INTERPRETATION:
Majority of the customers are given first rank gift voucher to Big-Bazaar & D-mart. 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, convenience and quality,

39
Making Big Bazaar & D-Mart, India’s favorite shopping destination. Big Bazaar & D-Mart Gift
Vouchers are available in convenient denominations of Rs. 50, 100, 250, 500 & 1000. They are
redeemable at all Big Bazaar & D-Mart stores across India . Some people are don’t like service of
future card.

40
Tagline of big bazaar ‘Isse Sasta Aur Acha Kahin Nahin’?

No. %

Yes 79 65.83

No 41 34.17

Total 120 100

Tagline of big bazaar

34.17%

Yes
65.83% No

ANALYSIS:
From the survey, from 120 respondents, gave response for agree with the tagline of big
bazaar ‘Isse Sasta Aur Acha Kahin Nahin’ to Yes is 65.83% & No is 34.17%.

INTERPRETATION:
Majority of the customers are given 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.

41
Tagline of D-Mart ‘Daily Discounts, Daily Savings.!

No. %

Yes 69 57.5

No 51 42.5

Total 120 100

Tagline of D-Mart

42.5,%
Yes
57.5%
No

ANALYSIS:
From the survey, from 120 respondents, gave response for agree with the tagline of D-Mart
‘Daily Discounts, Daily Savings…!’ to Yes is 57.5% & No is 42.5%.

INTERPRETATION:
Majority of the customers are give response for agree with the tagline of D-Mart ‘Daily
Discounts, Daily Savings…!’ we can also interpret from this that tagline of D-Mart It is also
clearly known that D-Mart sales its goods at a discounted price as compared to the market. Even
it provides a good service and ambience to its customers who encourage them to visit D-Mart
more and more times.

42
Advertisement effects in shopping behavior

No. %.

Yes 88 73.33

No 32 26.67

Total 120 100

Advertisement effects

26.67%

Yes

73.33% No

ANALYSIS:
From the survey, from 120 respondents, gave response for advertise effect your shopping
behavior to Yes is 73.33% & No is 26.67%.

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.
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.

43
Promotional activities conducted by store

No. %

Yes 64 53.33
No 56 46.67
Total 120 100

Promotional activities of store

46.67%
53.33% Yes

No

ANLAYSIS:
From the survey, from 120 respondents, gave response for aware of promotional
activities conducted by store to Yes is 53.33%, & No is 46.67%

INTERPRETATION:
Majority of the customers are give response for aware of promotional activities conducted by
store. We are also interpreting that product categories like grocery and clothes, big bazaar has many
local branded products. Customers purchase a lot of these as its cheap in price even though its quality
is not so good. As most of the customers belong to lower class and middle class people, they
purchase those local branded products as it gives them value for money. Different products of the
same category have different prices. Some customers also pre decides the brand on the local
manufactured grocery and food products of the store. Store should include more of the branded
products in its each category so that customers have more options to choose among the brands. This
will bring in more number of people to store which will definitely increase the sales.

44
Purchase pattern changes at the promotions

No. %

Yes 39 32.5

No 81 67.5

Total 120 100

Pattern change at promotion

32.5%
Yes
67.5% No

ANALYSIS:
From the survey, from 120 respondents, gave response for purchase pattern changes,
looking at the promotions to Yes is 32.5%, No is 67.5%.

INTERPRETATION:

Majority of the customers are give response to don’t believe that promotions is
responsible for their purchase decision.

45
Service provided by store
No. %

Yes 74 61.67

No 46 38.33

Total 120 100

Service provided by store

38.33%
Yes
61.67%
No

ANALYSIS:
From the survey, from 120 respondents, gave response for satisfied with service provided
by store to Yes is 61.67%, & No is 38.33%.

INTERPRETATION:
We interpret that majority of the customers are satisfied with service provided by store. It
is a threat for big-bazaar & d-mart as some of the attributes of other organized stores facility
provides more satisfaction to customers. People mostly come to big bazaar & d-mart as they get
various kinds of products under one roof, It is also clearly known that big bazaar & d-mart
provided to good quality of the product.

46
Services of store

Big-Bazaar
1 2 3 4
Services
No. % No. % No. % No. %
Food 29 39.18 21 28.36 15 20.27 9 12.16
Clothe 22 29.72 19 25.63 13 17.58 20 27.02
Accessories 13 17.58 14 19.00 27 36.52 20 27.02
Stationary 10 13.51 20 27.02 19 25.63 25 33.78
Total 74 100 74 100 74 100 74 100
D-Mart
1 2 3 4
Services
No. % No. % No. % No. %
Food 10 21.73 12 26.08 20 43.47 4 8.70
Clothe 12 26.08 8 17.40 12 26.08 14 30.43
Accessories 15 32.61 13 28.26 9 19.56 9 19.56
Stationary 9 19.56 13 28.26 5 10.87 19 41.30
Total 46 100 46 100 46 100 46 100

Services of store
100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%
 13.51 10.87
19.56
27.02 25.63 28.26
33.78
17.58 19.56 41.3

19 32.61

29.72 36.52 28.26 26.08

27.02
19.56
25.63
26.08 17.4
17.58
27.02 30.43
43.47
39.18
28.36 26.08
20.27 21.73
12.16 8.7

Big-Bazaar Big-Bazaar Big-Bazaar Big-Bazaar D-Mart 1% D-Mart 2% D-Mart 3% D-Mart 4%

1% 2% 3% 4%

Food Clothe Accesseries Stationary

47
ANALYSIS:
From the survey, from 120 respondents, gave response for purchase, what kind of service go to
the store, to give first rank Big-Bazaar is 39.18%, & second rank is 28.36%, & third rank is 20.27%,
fourth rank is 12.16% of them Food. Give first rank D-Mart is 21.73%, & second rank is 26.08%, &
third rank is 43.47%, & fourth rank is 8.70% of them Food. Give first rank Big-Bazaar is 29.72%, &
Second rank is 25.63%, & third rank is 17.58%, & Fourth rank is 27.02% of them clothe. Give first
rank D-Mart is 26.08%, & Second rank is 17.40%, & Third rank is 26.08%, & Fourth rank is 30.43%
of them clothe. Give first rank Big-Bazaar is 17.58%, & Second rank is 19.00%, & Third rank is
36.52%, & Fourth rank is 27.02% of them Accessories. Give First rank D-Mart is32.61%, & Second
rank is28.26%, & Third rank is 19.56%, & Fourth rank is 19.56% of them Accessories. Give First
rank Big-Bazaar is 13.51%, & Second rank is 27.02%, & Third rank is 25.63%, & Fourth rank is
33.78% of them Stationary. Give First rank D-Mart is 19.56%, & Second rank is 28.26%, 10.87&
Third rank is %, & Fourth rank is 41.30% of them Stationary.

INTERPRETATION:
Majority of the customers are given First rank food items to big bazaar and accessories to
D-Mart. 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 brand. As per food items are
concerned customers pre decide the brand as many branded food items are available in big
bazaar. 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. As per accessories items are concerned customers pre decide the brand as
many branded accessories items like that furniture, house decoration, etc. are available in D-
Mart. 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.

48
Demographic Analysis-

Age

Male Female
Age
No. % No. %
18-20 24 35.82 21 39.62
21-26 17 25.37 13 24.53
26-30 15 22.39 9 16.98
Above 30 11 16.42 10 18.86
Total 67 100 53 100

Age

39.62
35.82

25.37 24.53 22.39

18.86
16.98 16.42

18-20 21-26 26-30 ABOVE 30

Male Female

ANALYSIS:
From the survey, from 120 respondents, gave response Male is 35.82% & Female is
39.62% of them 18-20 years and gave preference Male is 25.37% & Female is 24.53% of them
21-26 year., and gave preference Male is 22.39% & Female is 16.98% of them 26-30 year., and
gave preference Male is 16.42% & Female is 18.86% of them Above 30 year.

INTERPRETATION:

Majority of the Male and Female customers are gave response for 18-20 year, means his
prefer to store and

49
Occupation:

Male Female
Occupation
No. % No. %
Student 27 40.29 18 33.96
Employed 18 26.86 23 43.39
Self Employee 22 32.84 12 22.64
Total 67 100 53 100

Occupation

43.39
40.29
33.96 32.84
26.86
22.64

STUDENT EMPLOYED SELF EMPLOYEE

Male Female

ANALYSIS:
From the survey, from 120 respondents, gave response Male is 43.71% & Female is
39.85% of them Student., and gave preference Male is 40.72% & Female is 44.36% of them
Employed., and gave preference Male is 15.57% & Female is 15.79% of them Self employee.

INTERPRETATION:

Majority of the male customers are give response to Student & Female customer are gave
response to employed. We can also interpret that some boys are like visited to store. Because
some boys are purchase a sport equipment (ball, bats, helmets, hoops, goals, etc.), & jeans-T-
shirt. Majority female are purchase a household items, jewel mart.

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Family Member:
Male Female
Member
No. % No. %
0-2 9 13.43 6 11.32
2-4 33 49.25 19 35.85
4-6 10 14.92 18 33.96
More than 6 15 22.39 10 18.87
Total 67 100 53 100

Family Members

49.25

35.85 33.96

22.39 18.87
14.92
13.43 11.32

00--02 02--04 04--06 MORE THANE 6

Male Female

ANALYSIS:
From the survey, from 120 respondents, gave response Male is 13.43% & Female is
11.32% of them 0-2 member, and gave preference Male is 49.25% & Female is 35.85% of them
2-4 member, and gave preference Male is 14.92% & Female is 33.96% of them 4-6 member, and
gave preference Male 22.39% & Female 18.87% of them More than 6 member.
INTERPRETATION:
Majority of the male & female customers are given response for 2-4 family member. We can
also interpret that mostly customer are not visited a store in more than 6 family member.

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Visit a store:

Time No. %
Daily 16 13.33
Weekly 48 40.00
Monthly 53 44.17
Yearly 3 2.5
Total 120 100

Visit a Store

2.5% 13.33%

Daily
44.17%
Weekly
40% Monthly
Yearly

ANALYSIS:
From the survey, from 120 respondents, gave response Daily is 13.33% & Weekly is
40.00 & Monthly is 44.17% and Yearly 2.5%.

INTRPRETATION:
Majority of the customers are give preference to store visited monthly. We can also interpret
that some of the customer visited weekly and monthly basis for purchase their requirements.

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Expense shopping:

Amount No. %
Below 1000 22 18.33
1000-2000 27 22.5
2000-5000 46 38.33
More than 5000 25 20.83
Total 120 100

20.83%
18.33%
Below 1000
1000-2000
22.5% 2000-5000

38.33% More thane 5000

ANALYSIS:
From the survey, from 120 respondents, gave response for monthly expense while
shopping to Below Rs.1000 is 18.33% & Rs.1000-2000 is 22.5% & Rs.2000-5000 is 38.33% and
more than Rs.5000 is 20.83%.

INTERPRETATION:
We interpret that most of the customers purchase goods in bulk which leads them to spend a
lot. Volume sales are high in store. Customers tend to purchase more goods from store as it provides
goods at a discounted rate. Probably those persons who spend more in a visit to store are purchasing
on a monthly basis. 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. In the process they used to spend money
on food items and also purchase some products while roaming in it. Impulse buying behavior of
customers comes in to play to a large extent. More discounts shall be provided to people who do bulk
purchase. This will encourage people to purchase more products.

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Section of the store like the most:

No. %
Food 41 34.17
House hold 29 24.16
Kids 33 27.5
Jewel mart 17 14.17
Total 120 100

Section of Store

14.17%
34.17%
Food
27.5% House hold

Kids
24.16%
Jewel mart

ANALYSIS:
From the survey, from 120 respondents, gave response for which section
like of the store to 34.17% of them Food, & 24.16% of them House Hold, &
27.5% of them kids, & 14.17% of them Jewel mart.

INTERPRETATION:
Majority of the customers are give response for food items section of the
store like the most. 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. As per food items are concerned customers pre decide the brand as
many branded products are available in the store. And some people are don’t like
purchase jewel mart from the store.
54
Gender
Gender No. %

MALE 66 55

FEMALE 54 45

GENDER

45%
55% Male
Female

Reason for coming to the store:

26.33%
38.33% Value for money
Discount

35.33% Saving of time

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 2

32% 29% Discount

Wide product range

Available
Brand consciousness
39%

24.67%
34.00%
Discount

Saving of time

Brand consciousness
41.33%

INTERPRETATION:
Majority of the customers are gave response for saving to the time is the most reason for
coming to the store. We can also interpret that availability of product save the time of customer.
Customer get all the product like food, cloths, stationary are available in store. So whatever they
want to purchase they get in store and not going to different shop which are located in different
places.

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 FINDINGS

 Most of the customers buy their requirement in Big Bazaar & d-mart on the basis of Weekly
and monthly basis. Customers realized that Big Bazaar & d- mart stores provide qualitative
products/service with reasonable price.

 At present time Big Bazaar & d-mart provide different types of product assortments to the
customers.

 Big bazaar & d-mart is a hypermarket as it provides various kinds of goods like apparels,
grocery, stationary, food items, electronic items, leather items, watches, jewelry, crockery,
decorative items, sport items, chocolates and many more. It competes with all the specialty
stores of different products which provide goods at a discounted rate all through the year.

 Big Bazaar and d-mart mainly deal with middle income group people who want qualitative
product with reasonable cost.

 There are more than 50 big bazaars in different cities of India, it seems that there is a vast
growth of big bazaar lying as customers demand is increasing for big bazaars.

 The customers are given response for most powerful advertisement is Big-Bazaar. We can also
interpret that the big-bazaar comparison is more powerful people attract with advertisement like
T.V., Hoarding and newspaper, is most of the part of purchasing by advertisement.

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 SUGGESTIONS & RECOMMENDATIONS

 Big bazaar and d-mart should provide large parking space for its customers so that they
can easily park their vehicles.

 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.

 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.

 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.
 Hoarding should be placed uncovered area.

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 CONCLUSION
Big Bazaar & D-Mart are a major shopping complex for today’s customers. It is a place
where customers find variety of products at a reasonable price. Big Bazaar & D-Mart has a good
reputation of itself in the market. It has positioned itself in the market as a discounted store. It
holds a huge customer base. The majority of customers belong to middle class family. The youth
generation also likes shopping and moving around Big Bazaar & D-Mart. Volume sales always
take place in Big Bazaar & D-Mart. Impulse buying behavior of customers comes in to play most
of the times in Big Bazaar & D-Mart.

Big Bazaar & D-Mart is a hypermarket as it provides various kinds of goods like apparels,
grocery, stationary, food items, electronic items, leather items, watches, jewelry, crockery, decorative
items, sport items, chocolates and many more. It competes with all the specialty stores of different
products which provide goods at a discounted rate all throughout the year. It holds a large customer
base and it seemed from the study that the customers are quite satisfied with Big Bazaar & D-Mart.
As of now there are 34 Big Bazaar & D-Marts in different cities of India, it seems that there is a vast
growth of Big Bazaar & D-Mart lying as customers demand; increasing for Big Bazaar & D-Marts. It
has emerged as a hub of shopping specially for middle class people.

Different types of products starting from a baby food to pizzas wide range is available
under one roof. In metro cities it is the middle class people who mostly do marketing from Big
Bazaar & D-Mart. Even most of the people do their monthly shopping from 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. 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. Grocery,
apparels and food items are the products which are demanded most by the customers of
Ahmedabad in Big Bazaar & D-Mart. The major drawback of Big Bazaar & D-Mart is that it
lacks in providing enough parking space for their customers. This may discourage the customers
to come to Big Bazaar & D-Mart and shop as they face difficulty in parking their vehicles. Even
though some customers say that they don’t feel problem in parking their vehicle, it is because of
the parking space available to them by the mall.

59
 BIBLIOGRAPHY

Reference Books

Books name Author/publication

Kotler, Phillip. Armstrong, PHI pub.
th
MARKETING MANAGEMENT AND :Delhi, ed. 9 .(pp.218 -224,335-353,411-
BUSINESS BUYER BEHAVIOR.
413,559-561,)

Websites

 http://www.bigbazaar.co.in
 http://www.pantaloonretail.in/businesses/big-bazaar.html
 http://en.wikipedia.org/
 http://www.pantaloonretail.in
 http://dmartindia.com/home.html

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 ANNEXURES

1) NAME: _________________________________________________________________

2) GENDER:
Male Female

3) Age.
a) 18-20 b) 21-26
c) 26-30 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 b) 2-4
c) 4-6 d) More than 6

QUESTIONNAIRE

1) Which store first comes to your mind when you think of purchasing a product?
a) Big Bazaar b) D-mart
c) Both* d) None

2) How frequently do you visit a store?

a) Daily b) Weekly
c) Monthly 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 b) 1000-2000
c) 2000-5000 d) More than 5000

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*Kindly tick out/rank both columns from question 5 to 9.
5) Which offer do you like the most? {Please give rank}
Big Bazaar D-Mart
a) Buy-1 get-1 free a) Buy-1 get-1 free
b) Gift voucher b) Gift voucher
c) Future card(5% Discount) c) Future card(5% Discount)
d) Other_______________ d) Other_______________

6) To purchase, what kind of services you go to the store? {Please give rank}
Big Bazaar D-Mart
a) Food a) Food
b) Clothe b) Clothe
c) Accessories c) Accessories
d) Stationary d) Stationary
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
a) Offer a) Offer
b) Service b) Service
c) Quality c) Quality
d) Availability of products d) Availability of products
e) Other______________ e) Other______________

8) From which source did you come to know about outlet? {Please tick out}

Big Bazaar D-Mart

a) T. V. a) T. V.
b) Hoardings b) Hoardings
c) Internet c) Internet
d) News paper d) News paper
e) Other_____________________ e) Other_____________________

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9) How would you choose the product from the store? {Please give rank}
Big Bazaar D-Mart
a) Advertisement a) Advertisement
b) Reference b) Reference
c) Experience c) Experience
d) Quality d) Quality
e) Quantity e) Quantity
f) Service f) Service

10) Main reason for coming to the store? {Give only first 5 rank}
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 behavior?

a) Yes b) No

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, Daily Savings…!’?
a) Yes b) No

14) Why big bazaar called big bazaar?

a) Widest range of products
b) Varieties of different brand
c) Other_______________________

15) Which section of the D-Mart store do you like the most?
a) Food Mart b) Household
c) Kids d) Jewel mart

16) Is store distance matter if you are getting value for money?
a) Yes b) No

17) Are you aware of promotional activities conducted by store?

a) Yes b) No

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18) Are you happy with the location of store?
a) Yes b) No

19) Promotions influencing your purchase pattern?

a) Yes b) No

20) Would you like to make your purchase under unexpected offers?
a) Yes b) No

21) Are you satisfied with service provided by store?

a) Yes b) No

22) Are you happy with the parking facility provided?

a) Yes b) No

23) Any valuable suggestion?

…………………………………………………………………………………………….
………………………………………………….………………………………………....

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