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Indian Retail Industry is standing at its point of inflexion, waiting for the boom to take place. The inception of the retail industry dates back to times where retail stores were found in the village fairs, Melas or in the weekly markets. These stores were highly unorganized. The maturity of the retail sector took place with the establishment of retail stores in the locality for convenience. With the government intervention the retail industry in India took a new shape. Outlets for Public Distribution System, Cooperative stores and Khadi stores were set up. These retail Stores demanded low investments for its establishment. The retail industry in India gathered a new dimension with the setting up of the different International Brand Outlets, Hyper or Super markets, shopping malls and departmental stores. The untapped scope of retailing has attracted superstores like Wal-Mart into India, leaving behind the kiranas that served us for years. Such companies are basically IT based. The other important participants in the Indian Retail sector are Bata, Big Bazaar, Pantaloons, Archies, Cafe Coffee Day, More, Khadims, Reliance to name a few. Future of organized retail in India looks bright. According to recent researches it is projected to grow at a rate of about 37% in 2007 and at a rate of 42% in 2008. It captured a share of 10% of the total retailing by the end of 2010.

1. Title of the problem:

A study on, Retail advertising and its impact on consumer choice in North Bangalore.

2. Review of Literature:
Retail involves the sale of goods from a single point (malls, markets, department stores etc.) directly to the consumer in small quantities for his end use. Advertising is a medium through which an individual or organization highlights the USPs and benefits of a product or service to influence the buying behavior of the individuals. Different retail companies, according to their products promote their deliverables, in the pick time that is the evening hours, when people sit back and relax. Retail companies promote their product for different reasons such as customer awareness, to create a brand image in customer mind and so on. Advertisements play a crucial role in promoting a brand and creating its awareness amongst the masses. Promoting a brand is more important than opening a store. It is essential to create brand awareness for the customers to know about the brands existence. The retailer must strive hard to communicate the USPs (Unique selling Proposition) of the brand to influence the

buying behavior of the customers. In simpler words, advertisements help the end-users to know to which brand a particular product belongs. The retailer through various ways of advertising strives hard to promote his brand amongst the masses for them to visit the store more often Advertisements attract the customers into the store. They act as a catalyst in bringing the customers to the stores. The advertisement must effectively communicate the right message and click on the customers. It should be a visual treat and appeal the end-users. Advertisements have taglines to create awareness of a product or service in the most effective way. Nothing works better than promoting a brand through signboards, billboards, hoardings and banners intelligently placed at strategic locations like railway stations, crowded areas, and heavy traffic crossings, bus stands, near cinema halls, residential areas and so on. Such advertising is also called as out of home advertising. Print media is also one of the most effective ways to promote a brand. Newspapers, magazines, catalogues, journals make the brand popular amongst the individuals. Retailers can buy a small space in any of the leading newspapers or magazines; give their ads for the individuals to read and get influenced. Television also helps the brand reach a wider audience. Now a days retailers also use celebrities to endorse their products for that extra zing. Celebrities are shown using the particular brand and thus making it a hit amongst the masses. Radio Advertisements also help in creating brand awareness. Social networking sites have also emerged as one of the easiest and economical ways to promote a product or brand.

3. Statement of the problem:

The advertising is facing a cluttered situation, where many brand try to promote themselves by similar kind of advertisement. In such case the effectiveness of advertising is critical to impact the customer purchasing behavior. The pattern, content and frequency of retail advertisement can have a direct impact on sales.

4. Objectives:

To study retail advertising and its impact.

To find different ad strategies that a company can use to avoid clutter.

To find out what type of advertisement are preferred by the consumer.

5. Significance:
We will be able to find out the impact of retail advertising. This will effective for both Retail companies as well as consumer. In this project customer give their feedback openly what are the measures which the company should adopt to avoid the clutter and increase consumer choice favorably.

6. Scope:
The scope of the study is to evaluate retail advertisement and the effectiveness of various type of advertisement among retailers in North Bangalore.

7. Limitation:

Data collection from consumers in North Bangalore only.

Advertisement will not be shown only recall will be measured.

8. Research methodology:

(a) Type of data sources:

i. Tools of collecting primary data: Questionnaire ii. Sample size: 100 consumers iii. Sampling Method: Non Random Sampling

iv. Tools of collecting secondary data:


Books Internet Magazines Journal

(b)Hypothesis :

Null hypothesis (Ho): Retail advertising has impact on consumer purchase decision.

Alternative hypothesis (Ha): There is no impact on consumer purchase decision.

(c) Statistical tools for hypothesis testing:

Chi-square test, q- test etc.

9. Conclusion:

On the basis of the research work, I will determine how retail advertisement can help create positive behavior in consumers.


Books, internet, magazine, journal etc