INTRODUCION:

INDUSTRY PROFILE

RETAIL INDUSTRY
The Retail bazaar is booming beyond everyones expectation. The Retail sector has caught
the worlds imagination in the last few years. Retail growth was largely driven by increasing
disposable incomes, favourable demographics, changing lifestyles, growth of the middle class
segment and a high potential for penetration into urban and rural markets. The organized
retail sector accounts for 5 % which is expected to grow to 10 % by the end of 2011.
A number of large corporate houses like Aditya Birla , Bharti , Reliance ,Pantaloons ,Vishal,
Tata Retail, RPG, Raheja's and Piramals's have diversified to add retail to their sector
portfolio. This study revolves around the opportunities and challenges faced by organized
retail players in India. It was found that organized retailers see competition from the
unorganized sector as their biggest challenge, followed by competition between organized
retailers and the inefficiency of distribution channels, internal logistical problem and retail
shrinkage.

OVERVIEW OF INDIAN RETAIL INDUSTRY:

India is one of the largest emerging markets, with a population of over one billion. It is one of
the largest economies in the world in terms of purchasing power. Retailing in India is at a
nascent stage of its evolution, but within a small period of time certain trends are clearly
emerging which are in line with the global experiences. Organized retailing has become more
popular in big cities in India and most of the metropolitan cities and other big cities are
flooded by modern organized retail stores. Many semirural areas have also witnessed entry of
such organized retail outlets.
India's retail sector is estimated to touch US$ 833 billion by 2013 and US$ 1.3 trillion by
2018, with a compound annual growth rate (CAGR) of 10%, which is quite lucrative.
Retailing as a whole contributes almost 10% of Indias GDP, and employs almost 8% of
Indias employable population.
The organized sector accounts for a mere 5 per cent indicating a huge potential market
opportunity that is lying in the waiting for the consumer-savvy organized retailer. Purchasing
power of Indian urban consumer is growing and branded merchandise in categories like
Apparels, Cosmetics, Shoes, Watches, Beverages, Food and even Jewellery are slowly
becoming lifestyle products that are widely accepted by the urban Indian consumer.
Organized retailing is witnessing a wave of players entering the industry. These players are
experimenting with various retail formats. A number of large corporate houses like Aditya,

Bharti, Reliance, Future Group (Big Bazaar), Vishal, Tata's, RPG, Raheja's and Piramals's
have already made
their foray into this arena, with beauty and health stores, supermarkets, self-service music
stores, new age book stores, everyday low price stores, computers and peripherals stores,
office equipment stores and home/building construction stores. Today organized players have
attacked every retail category.
Organized retail chains comprise only 3% of the Indian market. Rest 97% market is
comprised of mom-and pop type shops. Now the number of organized retail stores is
gradually increasing. According to ETIG (Economic Times Intelligence Group), the size of
the organized retail industry was about Rs. 160 billion in 2001-02. In 2005 budget
Government has allowed 26% Foreign Direct footwear, furniture and furnishing, catering
services, jewellery and watches, books, music and gifts, mobile handsets and others
Investment (FDI) in the retail sector. Organized retailing is on continuous increase of its
market share from the past. Retailing can be categorized as of different sectors like food and
groceries, clothing and textiles, consumer durables, footwear, furniture and furnishing,
catering services, jewellery and watches, books, music and gifts, mobile handsets and others.

COMPANY PROFILE:

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 around16 million sq. feet 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, e-zone, 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.

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

Pantaloons 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 include 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 favourite
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'.

Big Bazaar Family Centre, Surat

Located in the up-country area with easy transportation facility for the customers, Big
Bazaar Family Centre is quite popular in Surat. This outlet was opened on November
24, 2006 and is spread over an area of 1, 19,478 sq.ft. The store provides a complete
outing experience for the entire family, catering to all their shopping and leisure needs.

Lines of Business of the Above Store

E-tailing

Food

Fashion

Home Solution

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. A typical Big Bazaar is spread across
around 50,000 square feet (4,600 m2) of retail space. While the larger metropolises have Big

Bazaar Family centres measuring between 75,000 square feet (7,000 m2) and 160,000 square
feet (15,000 m2), Big Bazaar Express stores in smaller towns measure around 30,000 square
feet (2,800 m2). Big Bazaar has the facility to purchase products online through its official
web page, and offers free shipping on some of their products

Innovations:

Wednesday Bazaar

Big Bazaar introduced the Wednesday Bazaar concept and promoted it as Hafte Ka
Sabse Sasta Din. It was mainly to draw customers to the stores on Wednesdays,
when least number of customers is observed. According to the chain, the aim of the
concept is "to give homemakers the power to save the most and even the stores in
the city don a fresh look to make customers feel that it is their day".

Sabse Sasta Din

With a desire to achieve sales of Rs 26 Crore in a one single day, Big Bazaar
introduced the concept of "Sabse Sasta Din". The idea was to simply create a day in
a year that truly belonged to Big Bazaar. This was launched on January 26, 2006 and
the result was exceptional that police had to come in to control the mammoth crowd.
The concept was such a huge hit that the offer was increased from one day to three
days in 2009 (24 to 26 Jan) and to five days in 2011 (22-26 Jan).
Maha Bachat
Maha Bachat was started off in 2006 as a single day campaign with attractive
promotional offers across all Big Bazaar stores. Over the years it has grown into a 6
days biannual campaign. It has attractive offers in all its value formats such as Big

Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar - catering to the entire
needs of a consumer.
The Great Exchange Offer
York and Emerging Retailer of the Year award at the World Retail Congress held in
Barcelona.

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 dons a new look with a fresh new section, Fashion@Big Bazaar
Big Bazaar joins the league of Indias Business Super brands. It is voted among the
top ten service brands in the country in the latest Pitch-IMRB international survey
Big Bazaar initiated the Mega Saving "Monthly Bachat Bazaar" campaign, to
provide exceptional deals on groceries and food items during the first week of every
month.

2009
Big

Bazaar

opens

its

second

store

in

Assam

at

Tinsukia

Big Bazaar initiates Maha Annasantarpane program at its stores in South India a
unique initiative to offer meals to visitors and support local social organizations
Big Bazaar captures almost one-third share in food and grocery products sold
through modern retail in India. Mahendra Singh Dhoni and Asin, youth icons of
India, were chosen as the brand ambassadors of Big Bazaar
Big

Bazaar

announced

the

launch

of

'The

Great

Exchange

Offer'

Formed a joint venture with Hidesign to launch Holii, a new brand of handbags,
laptop bags and other accessories.

2010
Future Value Retail Limited is formed as a specialized subsidiary to spearhead the
groups value retail business through Big Bazaar, Food Bazaar and other formats.

 Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year.
Adjudged the Most Preferred Multi Brand Food & Beverage Chain, 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

Big

Bazaar

opens

its

third

store

in

Kanpur

at

Square

Mall

Big Bazaar opens its fourth store in Kanpur at Jajmau which is the largest leather
tannery garrison of Asia
Vidya Balan was chosen as the brand ambassador of Big Bazaar's Price Challenge
exercise. Ranked 6 among the Top 50 Service Brands in India.

2011
Big Bazaar forays into the rural wholesale and distribution business through
Aadhaar Wholesale store at Kalol, Gujarat.
Big Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar.
200th store opened in India
Future Group has launched its latest venture, Food hall a premium food destination
across 10 metros in India For the convenience of the online customers, Big Bazaar
has started free shipping on all orders above Rs. 1000 Entered into an agreement
with Hindustan Unilever to co-develop and co-brand bakery products, which would
be sold exclusively at Big Bazaar stores.

2012
It deals with Cognizant Technology Solutions for IT infrastructure services that
support Future Group's network of stores, warehouses, offices, and data centers.
It was partnered with Disney to launch "Kids 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.

MISSION VISION STATEMENT

GROUP VISION
To deliver Everything, Everywhere, Every time to Every Indian Consumer in the most
profitable manner.

Big Bazaar entered into a five year multi-million dollar

GROUP MISSION

1.

We share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to economic
development.

2.

We will be the trendsetters in evolving delivery formats, creating retail realty, making
consumption affordable for all customer segments for classes and for masses.

3.

We shall infuse Indian brands with confused and renewed ambition

4.

We shall be efficient and cost-conscious and committed to quality in whatever we do

PROMOTIONAL MIX
The purpose of advertising is to promote a product or service in order to increase sales and
create a branding of the product so that a customer loyalty base will be established. Without
an effective and targeted advertising, a business cannot succeed. There are many types of
advertising a business can utilize in effort to increase their sales. The following lists a number
of types of advertising available to businesses: Television and Radio Since television was
first introduced; businesses have had tremendous success using it as an advertising medium.
This is due to the increase in consumers watching television.
The cost of television depends on the time of day or night one advertises, the popularity of
the television show (how many viewers,) and the length of the advertisement. Television
advertising can reach millions of people. Radio advertising is a traditional advertising format
that uses voice and jingles. Print this includes newspapers, magazines, fliers, brochures Etc.

Placing advertisements in magazines and newspapers are an age old method of advertising.
Newspapers and the magazines sell the advertising space.

Prices depend on location, size, graphics, and color. Advertising success often depends on the
number of subscribers. Print advertising allows a business to target a specific demographic.
Fliers and brochures are a great way to advertise sales and launch special product promotion
programs. Internet advertising online advertising consists of small ads, banner ads, text ads,
video ads, pay-per-click advertising, and reciprocal linking to other websites.

The effectiveness of online advertising depends on exposure and how many people actually
view the advertisement. Internet advertising allows the advertiser to track the number of
impressions an ad gets (how many people see it), and how many visits their business website
receives from particular ads, making it simple to find out what kind of conversion rates the
advertisers are obtaining. Online advertising does not have anytime restraints and can be
viewed day and night throughout the world. Businesses also have their own websites as an
advertising tool.

A well-designed and well-promoted website can provide a world of customers. Out-of-Home

advertising this can include digital signage, billboards, kiosks, tradeshows, and out-of-home
advertising. This is advertising that takes place outside of a customer's home this form of
advertising has become very popular because it provides a new way to reach targeted
customers. Billboards, kiosks, and tradeshows have been extremely successful advertising
tools because you can take your product or service directly to the consumer.

Digital signage is a newer method of advertising that is growing in popularity. Digital

signage is where monitors/plasma TVs are placed in strategic locations and display
advertisements directed
their targeted customer. Digital signage can deliver messages in the form of text and digital
video. Advertisers have the ability to update content from a remote location. You can find
digital signage in such places as sports arenas, retail stores, department stores, malls,
schools...etc. Regardless of the state of the economy, businesses have to keep advertising to
stay successful. Because of the broad range of advertising methods now available, businesses
now have the ability to reach their targeted customers at very affordable costs.

Promotion is one out of four basic instruments of marketing that has the purpose to inform
about other instruments of marketing mix and to contribute to sales increase on the long term.
The promotion is always serving to specific goal. These goals can be public informing,

ADVERTISEMENT
Advertising or advertizing is a form of communication for marketing and used to
encourage, persuade, or manipulate an audience (viewers, readers or listeners;
sometimes a specific group) to continue or take some new action. Most commonly,
the desired result is to drive consumer behavior with respect to a commercial offering,
although political and ideological advertising is also common. In Latin, ad vertere
means "to turn the mind toward.

The purpose of advertising may also be to reassure employees or shareholders that a

company is viable or successful. Advertising messages are usually paid for by
sponsors and viewed via various traditional media; including mass media such as
newspaper, magazines, television, radio advertisement, outdoor advertising or direct
mail; or new media such as blogs, websites or text messages.

Commercial advertisers often seek to generate increased consumption of their

products or services through "branding," which involves associating a product name
or image with certain qualities in the minds of consumers. Non-commercial
advertisers who spend money to advertise items other than a consumer product or
service include political parties, interest groups, religious organizations and
governmental agencies. Nonprofit organizations may rely on free modes of
persuasion, such as a public service announcement (PSA).
Modern advertising was created with the innovative techniques introduced with
tobacco advertising in the 1920s, most significantly with the campaigns of Edward,
which is often considered the founder of modern, Madison Avenue advertising.
In 2010, spending on advertising was estimated at $142.5 billion in the United States
and $467 billion worldwide.

Television advertising / Music in advertising

The TV commercial is generally considered the most effective mass-market advertising

format, as is reflected by the high prices TV networks charge for commercial airtime during
popular TV events. The annual Super Bowl football game in the United States is known as
the most prominent advertising event on television. The average cost of a single thirty-second
TV spot during this game has reached US$3.5 million (as of 2012). Some television
commercials feature a song or jingle that listeners soon relate to the product. Virtual
advertisements may be inserted into regular television programming through computer
graphics. It is typically inserted into otherwise blank backdrops or used to replace local
billboards that are not relevant to the remote broadcast audience. More controversially,
virtual billboards may be inserted into the background where none exist in real-life. This
technique is especially used in televised sporting events. Virtual product placement is also
possible.

Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers. Online ads are
delivered by an ad server. Examples of online advertising include contextual ads that appear
on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network
advertising, online classified advertising, advertising networks and e-mail marketing,
including e-mail spam.

In-store advertising
In-store advertising is any advertisement placed in a retail store. It includes placement of a
product in visible locations in a store, such as at eye level, at the ends of aisles and near
checkout counters (aka POPPoint Of Purchase display), eye-catching displays promoting a
specific product, and advertisements in such places as shopping carts and in-store video
displays.

Celebrity branding
This type of advertising focuses upon using celebrity power, fame, money, popularity to gain
recognition for their products and promote specific stores or products. Advertisers often
advertise their products, for example, when celebrities share their favorite products or wear
clothes by specific brands or designers. Celebrities are often involved in advertising
campaigns such as television or print adverts to advertise specific or general products. The

use of celebrities to endorse a brand can have its downsides, however. One mistake by a
celebrity can be detrimental to the public relations of a brand.
SALE PROMOTION
TARIKH, Wednesday Bazaar, monthly saving bazaar, power of ten.

PERSONAL SELLING

Persuasive communication between a representative of the company or promoter and one

or more prospective customers, designed to influence the person's or group's purchase
decision.

DIRECT MARKETING

Publicity non-personal communication in news story form about an organization, its

products or both, that is transmitted through a mass medium at no charge.

PUBLICITY RELATIONSHIP MARKETING

Public relation is the planned and sustained effort to establish and maintain goodwill and
mutual understanding between an organization and its target customers

3.1 CUSTOMER BUYING BEHAVIOUR

INTRODUCTION
Consumer is the king and hence it is the consumer who determines what a business is,
therefore a sound marketing program was started with a careful analysis of the habits,
attitudes, motives and needs of consumers. In particular, a

Promotion can be loosely classified as "above the line"

and "below the line" promotion.

The promotional activities carried out

through mass media like television, radio, newspaper etc. is above the line promotion.
The terms below-the-line-promotion refers to forms of non-media communication,

even non-media advertising. Some of the examples of BTL promotions are by

exhibitions, sponsorship activities, public relations and sales promotions like giving free
gifts with goods, trade discounts given to dealers and customers, reduced price offers on
products, giving coupons which can be redeemed later etc.

OBJECTIVES:

A study on the impact of promotion mix of Big Bazaar on consumer in

Surat city
My study is on determining the impact of promotion mix on customers in Big Bazaar and the
satisfaction level of customers in Big Bazaar. My study will find out the promotion strategy
of Big Bazaar and it will help us to know its impact on Consumers buying. This Survey will
help in knowing the present awareness among people of the promotion strategies of Big
Bazaar. It will help to know the customers perception towards the promotional activities of
Big Bazaar.

OBJECTIVE OF STUDY
Primary objective :
The primary objective is to know the Impact of Promotion Mix of Big Bazaar on
Consumer in Surat City

Secondary objective:
1. To analyze how the mix influence the customer satisfaction level.
2. To determine the current status of big bazaar.
3. To study the satisfaction level of customers with regard of big bazaar.
4. To find out the buying behavior of the customers coming in to Big Bazaar.
5. To identify awareness of promotional activities of Big Bazaar with regard to services.
In brief, the objective of this Study is to Show that What a Good Super Market requires
for making its Establishment Eye Caching and Continue to fulfil its Commitment for
Quality and Better Consumer services.

IMPORTANCE OF STUDY

It will help us to know the impact of promotion mix of big bazaar on consumers.
This could be anything from selling issue or service issue and even more.

The study represents the behavior of consumer towards promotional activities of

big bazaar

The importance of this study is to know whether the promotions encourage

consumer to purchase product through big bazaar bases as they can get in less time,
with more efficiency, and by saving more money.

Literature Review Plan:

The Coverage and Systematics Approach towards the Learning about in these literature is
extremely pro-founded. The Concepts of Brand Equity and Promotional Importance
explained in these Literatures are Exhaustive and Extremely Useful for an Entrepreneur.

All business undertaking operates in the world of uncertainty. There is no unique method,
which can entirely eliminate uncertainty. But my point of choosing any literature research
paper, more than any other procedure, was the one which could minimize the degree of
uncertainty. Thus it reduces the probability of making a wrong choice amongst alternative
courses of action. This is particularly significant in the light of increasing competition and
growing size, which make the task of choosing the best course of action difficult for any
business enterprise. I decided to select the paper which showed the way to systematically
solve the research problem.

A systematic approach is essential in good research. Performance results from the interaction
of physical financial & human resources.
The first two are inanimate they are translated into productivity only when the human
element is introduced. However, the human element interjects a variable over which a
management has a limited control. When dealing with the inanimate factors of production, a
management can accurately predict the input-output relationship and can even vary the factor
it chooses in order to achieve a desire rate of production. In dealing with employees,
however, an intangible factor of will, volition or freedom of choice is introduced, and
workers can increase or decrease their productivity as they choose. This human quality gives
rise to the need for positive motivation.

Literature Reviews:
S. Deepa & Dr. P. Chitramani (2013):
The present study focuses on brand building strategies of the retail stores which fall under
the hypermarket format in the city. Branding is considered as one of the important means in
establishing and maintaining competitive advantage by most of the companies in various
industries.

Harsh Sharma, Viabhav Lowalekar, & Rajnish Jain (2013):

His paper aims to study the buyers perception of retail store attributes that are important in
Indian traditional grocery retailing.
As grocery is the largest segment of retail world over, its importance from academic research
point of view cannot be overstated.
Also Indian grocery retail is dominated by the traditional grocery stores; the knowledge of the
buyers perception towards these stores would lead to a better understanding of these stores.
Arpita Khare (2012):
There has been a significant growth of malls in India in the past two decades. The
current research studies predictors to Indian consumers mall involvement with respect to
mall attributes and demographic factors. The findings postulate that demographic factors
(household income, age, and gender) and mall factors (service and ambience) influence
consumers mall involvement. The involvement predictors can help in planning mall
ambience and assortment.

Dr. Satnam Kour Ubeja (2014):

The objectives of his study were to examine the combined effect of sales promotion schemes
on customer satisfaction with reference to shopping malls in FMCG sector and to compare
the effects of various sales promotion schemes on customer satisfaction with reference to
shopping malls in FMCG sector. The purchase of goods or services includes a number of
factors that could affect each decision. Customer satisfaction is complex and even more
important for retailers today than in past.

Harvinder Singh, Swapan Kumar Bose, Vinita Sahay (2009):

Shopping malls are fast becoming a central part of life in urban India. Demand projections for
mall space in India are lucrative however, the growth of malls in India over the last decade
has suffered from issues such as the high cost of real estate and construction, poor
Infrastructure, a non-conducive policy framework, and the unavailability of professional
expertise in mall development and management

K. Prakash Vel, Ajay Dayal and Dayne Eastaugh (2010):

Todays retail stores face a tough challenge: standing out from the competition. In a market

full of imitators and followers, differentiation is a means to ensure competitive advantage and
sustainability. Despite of the market trends and developments, a common phenomenon that
can be observed in the retail industry is that new entrants prefer to copy existing models
rather than innovating with a unique differentiation and one that has not already been
experienced by end users.

Amit Bhadra (2013):

Sales Promotions that rely on direct monetary benefits to customers lose their effectiveness to
gain market share. In the long run monetary sales promotions increase price sensitivity and
destroy brand equity. In the last two years consumer promotions have been relying on
innovative non-monetary promotions which strengthen rather than erode brand equity and do
not lead to price based competition

Vadivelu Thusyanthy and Samithamby Senthilnathan (2012):

The study makes an attempt to compare and explore the level of customer satisfaction
in terms of physical evidence and employee interaction. customer satisfaction is the
key business performance indicator in a competitive environment, satisfying and
delighting customers has become important in the process of marketing.

Main 5 L.R Overall Discussion:

The companies/corporate of any industries which took the brand building exercise seriously
won the recognition from the customers as well as from their employees and among the
public. Recently the retail sector has been opened up for foreign investments, thus create
rigorous competition from the multinationals and the retail companies need to take up the
brand building strategies seriously. Only if they start to build their brand they can stay long in
the industry in the coming years as the future customers will look for the best from the
market with their less time left. They will look for shopping, entertainment and also the
quality time that can be spent with their family in the meantime. When the Ford Motor
Company sold physical assets and invested over twelve billion dollars to acquire prestigious
brand names: Jaguar, Aston Martin, Volvo and Land Rover, the Forbes reported that, None
of these marquees brought much in the way of plant and equipment but plant and equipment
arent what the new business model is about. Its about brands and brand building ...Ford
has been selling things you can touch and buying what exists only in the consumers

minds(Akasie 2000). This shows the importance of brand building efforts in any industry.
Thu It is evident that Indian Traditional Grocery Stores (TGS) are perceived positively by
buyers on many retail attributes and it gives these stores sustenance against the onslaught of
organised stores. These stores need to work on strengthening the relationship with the buyers
by creating trust amongst its buyers by putting extra efforts in knowing and interacting with
their regular customers as the Store Relationship is the most important factor of buyers
perception that gives these traditional stores a competitive advantage against organised
grocery stores. Also this Store Relationship cannot be matched by the organised stores as the
personal touch and relationship that is possible in traditional grocery retailing cant be
replicated due the basic nature of organized retailing. The store personnel which include the
owner can also create a patronage by creating good and courteous impressions. In fact the
store personnel is mainly responsible for the relationship and trust that creates the sustained
patronage for these traditional stores. The only requirement for these retailers is that they
need to guide and focus their store personnel to have a relationship orientation towards their
regular customers and trained them to be vigilant in knowing their regular customers. The
store promotion is one dimension where the stores have to work more creatively so as to
compete against the promotion done by the organized stores but they should avoid the overt
and very visible promotions as they are not supposed to offer the kind of fancy promotion
because the customers perceive them to be realistic provider of limited but relevant grocery
products on a reasonable pricing. They are received favourably on quality and selection of
merchandise so they in fact may not be needed to expand their assortments excessively rather
they have to be focused in their merchandise assortment and should use their understanding
of the regular buyers to specialize their assortment as per the local needs. Store service also
comes out a strong factor of buyers perception and the attribute included was Home
Delivery, which indicate that these stores need to work on this attribute also this can again
be a differentiating factor with organized retailers as the Home Delivery does not seem to
be possible from the organized stores. The next important factor of Store Location is a
factor that has been assumed by the buyers to be present in case of traditional grocery stores
mostly being near to residence or office. Not all organized retailers can match this
competence of traditional stores and which gives them sustained survival against organized
retailers. Store Routine as the seventh important factor indicates that groceries buying from
these traditional grocery stores are also considered to be regular repetitive activities which
mean every time the store decision has not been reconsidered and buying grocery becomes
some kind of mechanical activity. This also indicates that traditional stores are strong in the

domain of grocery purchase as this is perceived as one of the routine kind of activity to be
done with minimum of efforts. So grocery buying becoming routine activity and combined
with Store Location gives these traditional grocery stores tremendous advantage vis--vis the
organized stores as for routine purchase customer will prefer a store which is located at a
convenient place. s taking brand building activity seriously is the major concern for the
organized retailers who are focusing to introduce more stores in coming years. The objectives
of this study were to investigate the customer satisfaction with The Thing respect to sales
promotion mix in shopping malls and to study variations in customer satisfaction with respect
to sales promotion mix.

Variables:
Authors

Title

Journal

Variable

Results

Conversion of
Consistent
Promotion in
Brand Equity
(Product
assortment,
discount
purchases,
exchange
offers, and
special
occasion
offers).

Provides better
service to the
modern Indian
middle class
families with
its various and
continuous
promotional
offers

Demographic
Structure,
Retail, Buyer,
Perception,
Grocery, Store,
Attributes

People of Age
Group 20-40
Years Specially
in them
Women Prefer
to have Such
Atmosphere of
free gifts with
Shopping and
All Things at
one Place

Year
2013

2013

Brand
Building of
Retail Stores

Contemporary
Research in
Management

Buyers
Perception of
Important
Retail Store

International
Journal of
Marketing &
Business
Communication

2014

Effects of Sales Pratibimba

Promotion Mix
on Customer
Satisfaction

customer
satisfaction,
sales
promotion mix,
shopping
malls,
organized
retailing
(Buy one Get
one Free and
Scratch Card
Scheme)

Founded
effective
combination
of sales
promotion mix
which can be
applied by
shopping
malls for
females or
males

2013

Consumer
behaviour and
pricing
strategies in
retail

Sumedha
Journal of
Management

Pricing
Strategies,
Consumer
behaviour,
Free Home
Delivery

2010

The effect of
retail service
quality
and product
quality on
customer
loyalty

Database
Marketing &
Customer
Strategy
Management
(Palgrave
journals)

Customers
tendency
towards mall
Culture (retail
service quality,
product
quality,
customer
loyalty)
(store location,
prices,
promotion
activities,
after-sales
services)

Identified
Consumer
Preferences,
Came up with
innovative
ways to induce
their
customers.
Appropriate
investments
and
Strategies were
formulated

Results:
The Conclusion from the detailed analysis can be made that the People of Age Group 20-40
Years especially in them Women Prefer to have Such Atmosphere of free gifts with Shopping
and All Things at one Place. Where free Home Delivery is Available it encourages them to
buy more without worrying of how to carry it till Home? And Super Market gave them
Assurance that Product Purchased by them is not of Substandard Quality. The Best Thing to
Lure the Customer is to Free Gifts like Buy one Get one Free, Scratch and Win Offer, Gift
Vouchers, or Vouchers of Discount on Next Purchase, etc. People wish to Give their Luck a
Chance are easily tempted to such offers and meet minimum purchase condition to win. Days
were gone when People to prefer to stand in Sunlight and Get their grocery for saving Few
Bucks and Also People Come to know that their purchase make entire money of Shop as
Black Money. Hence Firstly get Fully Sir Conditioned and Comfortable Environment to stay
with and Secondly Assurance of getting Government its tax Portion by Mechanism of Proper
Billing.

Gap:
Though the Best Literature I Selected for Review for Still There is Lacking of Concepts like
at What Extent it is Successful in India like Historic Past Success and Failures of
Supermarket in India or a Particular City to get Proper Idea for Situation of Establishing
Super Market in that Area. Later on to Consider the Significance impact of Online Shopping
of Grocery that is Trending these days like Bigbasket.com and Localbaniya.com