CHAPTER I

1 .1 INTRODUCTION
Integrated marketing communications (IMC) is an approach used by organizations to
brand and coordinate their communication efforts. The American Association of Advertising
Agencies defines IMC as "a comprehensive plan that evaluates the strategic roles of a variety
of communication disciplines and combines these disciplines to provide clarity, consistency
and maximum communication impact. The primary idea behind an IMC strategy is to create
a seamless experience for consumers across different aspects of the marketing mix. The
brand's core image and messaging are reinforced as each marketing communication channel
works together as parts of a unified whole rather than in isolation.
Often, this "one size fits all" approach was costly and uninformative due to the lack of
tools for measuring results in terms of sales. But as methods for collecting and analyzing
consumer data through single-source technology such as store scanners improved, marketers
were increasingly able to correlate promotional activities with consumer purchasing patterns.
Companies also began to downsize their operations and expand marketing tasks within their
organizations. Advertising agencies were also expected to understand and provide all
marketing functions, not just advertising, for their clients.
Today, corporate marketing budgets are allocated toward trade promotions, consumer
promotions, branding, public relations, and advertising. The allocation of communication
budgets away from mass media and traditional advertising has raised the importance of IMC
importance for effective marketing. Now, marketing is viewed more as a two-way
conversation between marketers and consumers. This transition in the advertising and media
industries can be summarized by the following market trends.
A SHIFT FROM MASS MEDIA ADVERTISING TO MULTIPLE FORMS OF
COMMUNICATION
The growing popularity of more specialized (niche) media, which considers
individualized patterns of consumption and increased segmentation of consumer
tastes and preferences.
Performance-based compensation within organizations, which helps increase sales
and benefits in companies.
A larger focus on developing marketing communications activities that produce value
for target audiences while increasing benefits and reducing costs.
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THE TOOLS OF INTEGRATED MARKETING COMMUNICATIONS

The IMC process generally begins with an integrated marketing communications plan
that describes the different types of marketing, advertising, and sales tools that will be used
during campaigns. These are largely promotional tools, which include everything from search
engine optimization (SEO) tactics and banner advertisements to webinars and blogs.
Traditional marketing communication elements such as newspapers, billboards, and
magazines may also be used to inform and persuade consumers. Marketers must also decide
on the appropriate combination of traditional and digital communications for their target
audience to build a strong brand-consumer relationship. Regardless of the brand's
promotional mix, it is important that marketers ensure their messaging is consistent and
credible across all communication channels.
BENEFITS OF INTEGRATED MARKETING COMMUNICATIONS
With so many products and services to choose from, consumers are often
overwhelmed by the vast number of advertisements flooding both online and offline
communication channels. Marketing messages run the risk of being overlooked and ignored
if they are not relevant to consumers' needs and wants.
One of the major benefits of integrated marketing communications is that marketers
can clearly and effectively communicate their brand's story and messaging across several
communication channels to create brand awareness. IMC is also more cost-effective than
mass media since consumers are likely to interact with brands across various forums and
digital interfaces. As consumers spend more time on computers and mobile devices,
marketers seek to weave together multiple exposures to their brands using different touch
points. Companies can then view the performance of their communication tactics as a whole
instead of as fragmented pieces.
The other benefit of integrated marketing communications is that it creates a
competitive advantage for companies looking to boost their sales and profits. This is
especially useful for small- or mid-sized firms with limited staff and marketing budgets. IMC
immerses customers in communications and helps them move through the various stages of
the buying process. The organization simultaneously consolidates its image, develops a
dialogue, and nurtures its relationship with customers throughout the exchange. IMC can be
instrumental in creating a seamless purchasing experience that spurs customers to become
loyal, lifelong customers.
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1.2 INDUSTRY PROFILE

RETAILING
The word retail is derived from the French word retailer, meaning to cut a piece
off or to break bulk. In simple terms, it implies a first-hand transaction with the customer.
Retailing involvers a direct interface with the customer and the coordination of
business activities right from the concept or design stage of a product or offering to its
delivery and post-delivery service to the customer. The industry has contributed to the
economic growth of many countries and is undoubtedly one of the fastest changing and
dynamic industries in the world today.
Retail is the process of selling consumer goods and/or services to customers through
multiple channels of distribution to earn a profit. Demand is created through diverse target
markets and promotional tactics, satisfying consumers' wants and needs through a lean supply
chain. In the 2000s, an increasing amount of retailing is done online using electronic payment
and delivery via a courier or postal mail. Retailing includes subordinated services, such as
delivery. The term "retailer" is also applied where a service provider services the small orders
of a large number of individuals, rather than large orders of a small number
of wholesale, corporate or government clientele. Shops may be on residential streets, streets
with few or no houses, or in a shopping mall. Streets may be for pedestrians only. Sometimes
a shopping street has a partial or full roof to create a more comfortable shopping environment
protecting customers from various types of weather conditions such as extreme temperatures,
winds or precipitation. Online retailing, a type of electronic commerce used for business-toconsumer (B2C) transactions and mail order, are forms of non-shop retailing.
Shopping generally refers to the act of buying products. Sometimes this is done to
obtain final goods including necessities such as food and clothing; sometimes it is done as
a recreational activity. Recreational shopping often involves window shopping (just looking,
not buying) and browsing and does not always result in a purchase.
Retail comes from the Old French word tailler, which means "to cut off, clip, pare,
divide" in terms of tailoring (1365). It was first recorded as a noun with the meaning of a
"sale in small quantities" in 1433 (from the Middle French retail, "piece cut off, shred, scrap,
paring"). Like in French, the word retail in both Dutch and German also refers to the sale of
small quantities of items.
TYPES OF RETAIL OUTLETS
A marketplace is a location where goods and services are exchanged. The
traditional market square is a city square where traders set up stalls and buyers browse the
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stores. This kind of market is very old, and countless such markets are still in operation
around the whole world.
In some parts of the world, the retail business is still dominated by small family-run stores,
but this market is increasingly being taken over by large retail chains. Most of these stores are
called high street stores. Gradually high street stores are being re-grouped in condensed
geographical areas along specific streets or districts such as the Magnificent Mile in Chicago,
Illinois or at single locations called malls. These are more defined and planned spaces for
retail stores and brands.
TYPES BY PRODUCTS
Retail is usually classified by the following type of products:
Food products - typically require cold storage facilities.
Hard goods or durable goods ("hardliner retailers")
automobiles, appliances, electronics, furniture, sporting goods, lumber, etc., and
parts for them. Goods that do not quickly wear out and provide utility over time.
Soft goods or consumables - clothing,
other fabrics, footwear, cosmetics, medicines and stationery. Goods that are consumed
after one use or have a limited period (typically under three years) in which you may
use them.
Arts - Contemporary art galleries, Bookstores, Handicrafts, Musical instruments, Gift
shops, and supplies for them.
TYPES BY MARKETING STRATEGY
These are the following types of retailers by marketing strategy:
DEPARTMENT STORE
Department stores are very large stores offering a huge assortment of "soft" and
"hard" goods which often bear a resemblance to a collection of specialty stores. A retailer of
such store carries a variety of categories and has a broad assortment of goods at average
price. They offer considerable customer service.
DISCOUNT STORE
Discount stores tend to offer a wide array of products and services, but they compete
mainly on price. They offer extensive assortments of merchandise at affordable and cut-rate
prices. In the past, retailers sold less fashion-oriented brands. However, in more recent years

companies such as TJX Companies (Own T.J. Maxx and Marshalls) and Ross Stores are
discount store operations increasingly offering fashion oriented brands on a larger scale.
WAREHOUSE STORE
Warehouses that offer low-cost, often high-quantity goods piled on pallets or steel
shelves, warehouse clubs charge a membership fee.
VARIETY STORE
Variety stores offer extremely low-cost goods, with limited selection.
DEMOGRAPHIC
Retailers that aim at one particular segment (e.g., high-end retailers focusing on
wealthy individuals)
MOM-AND-POP
A small retail outlet owned and operated by an individual or family. Focuses on a
relatively limited and selective set of products.
SPECIALTY STORE
A specialty store has a narrow marketing focus either specializing on specific
merchandise, such as toys, shoes, or clothing, or on a target audience, such as children,
tourists, or plus-size women. Size of store varies some specialty stores might be retail giants
such as Toys "R" Us, Foot Locker, and The Body Shop, while others might be small,
individual shops such as Nutters of Seville Row. Such stores, regardless of size, tend to have
a greater depth of the specialist stock than general stores, and generally offer specialist
product knowledge valued by the consumer. Pricing is usually not the priority when
consumers are deciding upon a specialty store; factors such as branding image, selection
choice, and purchasing assistance are seen as important. They differ from department
stores and supermarkets which carry a wide range of merchandise.

BOUTIQUE
Boutique or concept stores are similar to specialty stores. Concept stores are very
small in size, and only ever stock one brand. They are run by the brand that controls them. An
example of brand that distributes largely through their own widely distributed concept stores
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is L'OCCITANE en Provence. The limited size and offering of L'OCCITANE's stores are too
small to be considered a specialty store proper.
GENERAL STORE
A general store is a rural store that supplies the main needs for the local community.
CONVENIENCE STORE
A convenience store provides limited amount of merchandise at more than average
prices with a speedy checkout. This store is ideal for emergency and immediate purchase
consumables as it often works with extended hours, stocking every day.
HYPERMARKETS
Provides variety and huge volumes of exclusive merchandise at low margins. The
operating cost is comparatively less than other retail formats.

SUPERMARKET
A supermarket is a self-service store consisting mainly of grocery and limited
products on non-food items. They may adopt a Hi-Lo or an EDLP strategy for pricing. The
supermarkets can be anywhere between 20,000 and 40,000 square feet (3,700 m2). Example:
SPAR supermarket.

MALL
A shopping mall has a range of retail shops at a single outlet. They can include
products, food and entertainment under one roof. Malls provide 7% of retail revenue in India,
10% in Vietnam, 25% in China, 28% in Indonesia, 39% in the Philippines, and 45% in
Thailand.

CATEGORY KILLER" OR SPECIALIST

By supplying wide assortment in a single category for lower prices a category
killer retailer can "kill" that category for other retailers. For few categories, such as
electronics, the products are displayed at the center of the store and sales person will be
available to address customer queries and give suggestions when required. Other retail format
stores are forced to reduce the prices if a category specialist retail store is present in the
vicinity.

E-TAILING
The customer can shop and order through the internet and the merchandise is dropped
at the customer's doorstep or an e-tailing. Here the retailers use drop shipping technique.
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They accept the payment for the product but the customer receives the product directly from
the manufacturer or a wholesaler. This format is ideal for customers who do not want to travel
to retail stores and are interested in home shopping.
VENDING MACHINE
A vending machine is an automated piece of equipment wherein customers can drop
the money in the machine and acquire the products. Some stores take a no frills approach,
while others are "mid-range" or "high end", depending on what income level they target.

OTHER TYPES
Other types of retail store include:
Automated Retail stores self-service, robotic kiosks located in airports, malls and
grocery stores. The stores accept credit cards and are usually open 24/7. Examples
include Zoom Shops and Red box.
Big-box stores encompass larger department, discount, general merchandise, and
warehouse stores.
Retailers can opt for a format as each provides different retail mix to its customers
based on their customer demographics, lifestyle and purchase behavior. A good format
will lend a hand to display products well and entice the target customers to spawn
sales.

1.3 COMPANY PROFILE

Future Group is an Indian private conglomerate, headquartered in Mumbai. The
company is known for having a significant prominence in Indian retail and fashion sectors,
with popular supermarket chains like Big Bazaar and Food Bazaar, lifestyle stores like Brand
Factory, Central etc. and also for having notable presence in integrated foods
and FMCG manufacturing sectors. Future Retail (initially Pantaloons Retail India Ltd
(PRIL)) and Future Lifestyle Fashions, two operating companies of Future Group, are among
the top retail companies listed in BSE with respect to assets, and in NSE with respect
to capitalization.
On May 2012, Future Group announced 50.1% stake sale of its fashion
chain Pantaloons to Aditya Birla Group in order to reduce its debt of around INR 8000 Crore.
To do so, Pantaloons fashion segment was demerged from Pantaloons Retail India Ltd; the
latter was then merged to another subsidiary Future Value Retail Ltd and rechristened Future
Retail Ltd.

COMPANY OVERVIEW
Big Bazaar Pvt., Ltd operates a hypermarket that offers fashion and general
merchandise such as home furnishings, utensils, crockery, cutlery, sports goods, electronics,
toys, footwear, men's and women's apparel, accessories such as sunglasses, watches, and
handbags, luggage, fruits, vegetables, and stationary products. The company sells its products
through its retail stores located nationwide. Big Bazaar Pvt., Ltd was founded in 2001 and is
based in Mumbai, India. The company operates as a subsidiary of Future Retail Limited.
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KEY EXECUTIVES FOR BIG BAZAAR PVT., LTD

MR. SADASHIV NAYAK
President and Chief Executive Officer
Age: 45
MR. KISHORE LAXMINARAYAN BIYANI B.Com., PGD
Founder
Age: 55
MR. RAKESH BIYANI
Director
Age: 43

KISHORE BIYANI
MANAGING DIRECTOR
Kishore Biyani is the Managing Director of Future Retail Ltd and the Group Chief
Executive Officer of Future Group. Considered a pioneer of modern retail in India, Kishores
leadership has led Future Retails emergence as Indias leading retailer operating multiple
retail formats that cater to the entire basket of Indian consumers.
Kishore Biyani led the companys foray into organized retail with the opening of the
Pantaloons family store in 1997. This was followed in 2001 with the launch of Big Bazaar, a
uniquely Indian hypermarket format that democratized shopping in India. It blends the look
and feel of the Indian bazaar with aspects of modern retail like choice, convenience and
quality. This was followed by a number of other formats including Food Bazaar, Central and
Home Town.
2006 marked the evolution of Future Group that brought together the multiple
initiatives taken by group companies in the areas of Retail, Brands, Space, Capital, Logistics
and Media.
Kishore biyani advocates Indianness as the core value driving the group and the
corporate credo Rewrite Rules, Retain Values.
Regularly ranked among Indias most admired CEOs, he is the author of the book It
Happened in India. He has won numerous awards from government bodies and the private
sector in India and abroad and is on the board of a number of bodies, including the National
Innovation Foundation in India and the New York Fashion Board.
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RAKESH BIYANI
JOINT MANAGING DIRECTOR
MR. RAKESH BIYANI is a Joint Managing Director of Future Retail Limited. He
has been associated with the company for over 20 years.
In his executive role as the Joint Managing Director, Mr. Rakesh Biyani leads the
management and expansion of the companys flagship formats, Central, Big Bazaar and Food
Bazaar. Rakesh is actively involved in Category Management; Retail stores operations and
Information Technology.
Rakesh has done an Advanced Management Program course from Harvard and is a
commerce graduate from HR College, Bombay.

VIJAY BIYANI
EXECUTIVE DIRECTOR
VIJAY BIYANI is an Executive Director of the Company. He brings more than 25
years of experience in textile, yarn and ready-made apparels business. He is actively involved
in the financial and administrative functions of the Company.
OVERVIEW
As Indias leading retailer, Future Retail inspires trust through innovative offerings,
quality products and affordable prices that help customers achieve a better quality of life
every day. We serve customers in 95 cities across the country through over 10 million square
feet of retail space.
Future Retail is the flagship company of Future Group, Indias retail pioneer catering
to the entire Indian consumption space. Through multiple retail formats, we connect a diverse
and passionate community of Indian buyers, sellers and businesses. The collective impact on
business is staggering: Over 300 million customers walk into our stores each year and choose
products and services supplied by over 30,000 small, medium and large entrepreneurs and
manufacturers from across India. This number is set to grow.
We operate multiple retail formats in both the hypermarket, supermarket and home
segments of the Indian consumer market including:
BIG BAZAAR
Big Bazaar is not just another hypermarket; it caters to every need of your family.
Where Big Bazaar scores over other stores is its value for money proposition for Indian
customers.
We guarantee that at Big Bazaar you will definitely get the best products at the best
prices. With the ever-increasing array of private labels, it has opened doors in the world of
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fashion and general merchandise, including home furnishings, utensils, crockery, cutlery,
sports goods and much more at prices that will surprise you. And this is just the beginning.
FASHION AT BIG BAZAAR
Fashion at Big Bazaar has been the face of affordable fashion destinations in India
since 2008. With a mission to make India Thoda aur stylish, its philosophy reinstates the fact
that it doesnt cost much to be stylish with FBB. It believes in aspirational value fashion.
From business meeting to casual resort wear, from versatile ethnics to comfortable
home wear, FBB creates exclusive merchandise for its audience under its own private labels.
With a wide variety to choose from, FBB has something in store for everyone.
FBB targets a youthful audience in India that wishes to stay synonymous with current
trends. The brand spreads across all the metro cities, mini metros and also penetrates well in
tier II cities.
FOOD BAZAAR
Food Bazaar invites you for a shopping experience in a unique ambience. At Food
Bazaar you will find a hitherto unseen blend of a typical Indian bazaar and International
supermarket atmosphere.
Flagged off in April02, Food Bazaar is a chain of large supermarkets with a
difference where the best of Western and Indian values have been put together to ensure your
satisfaction and comfort while shopping.
The western values of convenience, cleanliness and hygiene are offered through prepacked commodities and the Indian values of see-touch-feel are offered through the bazaarlike atmosphere created by displaying staples out in the open.
The best of everything offered with a seal of freshness and purity will definitely make your
final buying decision a lot easier.

FOOD HALL
Launched in May 2011 in Mumbai, Food hall is a premium lifestyle food destination
that targets the well-travelled urban Indian consumers who love to experiment with global
cuisine and promises to expose customers to the next level of food retailing. Currently Food
hall is present in Mumbai, Bengaluru, New Delhi, Pune and Gurgaon.
This store designed for foodies is a one stop shop for food lovers and offers
everything under one roof, right from daily essentials, exotic flavors, secret ingredients to
premium kitchen accessories.
Food hall offers an assortment of fresh and packaged foods and covers international
and pan-Indian cuisine. From Swiss truffles and camembert cheese to sourdough breads and
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exotic berries from Europe, Food hall with its exhaustive range of offering proves to be a
one-stop store for the curious and passionate souls who love to treat their taste buds with
something new each time.
Well stocked in fresh produce, dairy and packaged foods, this den for food enthusiasts
boasts of an extensive frozen section and a good delicatessen selling cheese and poultry. One
can also choose from their impressive array of breads, snacks, desserts and savories, both
Indian and international.
Food hall also caters to all the dining and cooking needs of customers with an array of
kitchen accessories.
Food hall with its array of exclusive offerings and an inviting environment with
wooden dcor, warm lights and food visuals coupled with superior customer service and
innovative display of food promises to create a complete sensory experience which will
ensure an experiential, solutions oriented and most pleasurable shopping experience.

HOME SOLUTIONS - COMPLETE HOME MAKING SOLUTIONS

HOMETOWN
Hometown is a unique one-stop destination for complete home-making solutions, the
first of its kind retail format in India. It provides consumers all that goes into building a house
and everything to make it a Home, all under one roof.
Offering an array of home products and the services of skilled technicians, Hometown
offers an experience that is democratic, hassle-free and convenient. All this comes with
service and product warranties at great prices.

HOMETOWNS RANGE OF PRODUCTS INCLUDES

Furniture
Bath and Sanitary Ware
Modular Kitchens
Paints and Wallpaper
Tiles and Wooden Flooring
Carpentry and Hardware
Electricals and Decor Lighting
Electronics
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 Furnishings and Accessories

The format also offers a one-of-its-kind Design and Build service that encompasses
experienced designers who help design the home, and a team of skilled technicians for
services like carpentry, flooring and tile installation, plumbing, sanitary ware installation,
painting and wallpaper, electrical fittings and much more. Design and Build is flexible,
transparent and easy on the pocket.
E-ZONE
At E-zone, we believe that its not only about providing the latest electronics but
giving lifestyle solutions depending on the needs of our customers. We live in an age where
the quality of life is dependent on the kind of technology we use. More than this, everyone
has a different requirement when it comes to electronics. Thats why E-zone, as an electronics
store, makes sure that you get everything in electronics that you require to lead a smarter life.
Future Group is a corporate group and nearly all of its businesses are managed
through its various operating companies based on the target sectors. For e.g., retail
supermarket/hypermarket chains Big Bazaar, FBB, Food Bazaar, Food Hall, Hometown etc.
are operated through its retail hand, Future Retail Ltd, while its fashion outlets
Brand, Central, Planet Sports etc. are operated via another of its subsidiaries, Future Lifestyle
Fashions.[ With these many fashion outlets and supermarket, the group also promotes
respectively, its fashion brands like Indigo Nation, Spalding, Lombard, Bare etc., and FMCGs
like Tasty Treat, Fresh & Pure, Clean Mate, Ektaa, Premium Harvest, Such etc. It also has
operating companies to cater specifically to internal financial matters and consulting within
its group of companies.

JOINT VENTURE PARTNERSHIP

GENERALI GROUP
Generali is an Italian insurance company, having business in India through a joint
venture with Future Group under the brand name Future Generali Insurance. Future Generali
operates in India having through two primary legal entities namely Generali India Life
Insurance Co. Ltd. (Life Insurance) and Generali India Insurance Co. Ltd. (Non-Life
Insurance). Since 2013, Future Generali held talks of a possible merger with Larsen &

13

Toubro Ltd to form a general insurance company but a year later, on 22 April, Future Group
backed out of merger leading to premature closure of the talks.
STAPLES INC.
Staples Inc., a United States-based office supply retailer, has a presence of over nine
cities in India under the joint venture with Future Group. As of April 2013, Future Group has
60% stake in the partnership.
CELIO
French fashion Celio entered Indian markets in 2008 through a 50:50 joint venture
with Future Group's then Retail hand, Pantaloons Retails India Ltd (now Future Retail
Ltd).On November 2013, Celio hiked its stake in the joint venture to 65%
CLARK
C&J Clark International Ltd. is a UK-based footwear and accessories retailer. The
Future Group has entered into a 50:50 joint-venture (JV) to form 'Clarks Future Footwear
Ltd'. The JV launched its first (1,600 sq. ft.) stand-alone store in Connaught Place, Delhi on
19 April 2011. The brand seeks to gain a share of the premium segment in this category.

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1.4 PRODUCT PROFILE

Big Bazaar Product Portfolio Determines Its Varieties From The Following Table.

FASHION (fashion at Big Bazaar)

MEN:

LADIES

KIDS

LEE COOPER

SPUNKS

LEE COOPER

DENIM

DJ & C

PINK & BLUE

DJ & C

PRIMADIVA

CTEE

KNIGHTHOOD

LEE COOPER

SACHI

HOME FASHION
CARPETS
CURTAINS
PILLOWS
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 BED SHEETS
BEAM BAG

GENERAL MERCHANDISE FASHION

LUGGAGE
BRANDS( CHAMPION, USA, NIKE)
FOOTWEAR
TOYS AND SPORTS
STATIONARY
GENERAL MERCHANDISE
Plastics
Utensils
Crockery
Plates
Cups
Bowls
Dinner sets
ELECTRONICS (Small appliances)
LG
HITACHI
KORYO
BAJAJ
AC SMITH
SAMSUNG
PHILIPS
USHA
PREETHI
FOOD BAZAR

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Chef zone

Golden harvest

Dry fruit &

nuts

Chill Station

CHINESE

COOKING OIL

SOFT DRINKS

THAI

CEREALS

NUT

ITALIAN

DALS

DRY FRUITS CHEESE

CONTINENTAL

PULSES

BUTTER

MEXICAN

SPICES

SQUASH

CURDS

MILK
MILK SHAKES

HEAD TO TOE (Nonfood)

COSMETICS
PASTES
DETERGENTS
SHAMPOOS
STAPLES
RICE
WHEAT
FRUITS
VEGETABLES

1.5 OBJECTIVES OF THE STUDY

The objectives of the study are divided into primary and secondary objectives.

1.5.1 PRIMARY OBJECTIVE

To measure the efficiency of Integrated Marketing Communication Mix of Big
Bazaar.

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1.5.2 SECONDARY OBJECTIVE

To study the demographic characteristics of Big Bazaar customers.
To study the purchase behavior pattern of Big Bazaar customers.
To evaluate the satisfaction level on various features of sales associates at Big
Bazaar.
To measure the effectiveness of advertisements of Big bazaar.
To ascertain the effectiveness of sales promotion programs offered at Big Bazaar.
To determine the publicity programs that influences the image of Big Bazaar.
To analyze the problems faced by customers during sales promotion period in big
bazaar
To evaluate the satisfaction level on home delivery facilities associates at Big
Bazaar.

1.6 NEED OF THE STUDY

The need of the study is,

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 To analyze the effectiveness of Integrated Marketing Communication.

To find which medium of advertisement is communicated effectively to attract the
attention of the audience.
To understand the importance of publicity programs in improving the companys
image and the responsibilities to ensure trust of people.
To know how customers are benefited and handled by sales associates regarding
offers and promotional activities at Big bazaar.
The findings and suggestions of this will be helpful to the organization in making
market planning and also enrich the sales in phoenix, big bazaar.

1.7 SCOPE OF THE STUDY

The main scope of the study is,
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 To find how does customers are aware about the company offers and its product
details.
The company can use the study as feedback.
Retailers can use the study for updating the store.
A student may use the study for the help of his/her thesis.

1.8 LIMITATIONS OF THE STUDY

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Carrying the survey was generally learning experience for me but I also faced some
challenges while collecting primary data.
These are listed below
Due to time constraint, the research was limited to 3 months, because of this time
constraints limited resources were investigated.
Generally at first the respondents were very busy in their work and were not interested
in responding.
The size of the sample is low when compared to the total population.
Due to insufficient data provided by respondent 110 responded data are used for
analysis.

CHAPTER 2
2.1 REVIEW OF LITERATURE
2.1.1 MARKETING COMMUNICATIONS
Marketing communication are messages and related media used to communicate with
a market. Marketing communications is the promotion part of the "marketing mix" or the
"four Ps": price, place, promotion, and product. It can also refer to the strategy used by a
company or individual to reach their target market through various types of communication.

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2.1.2 COMMUNICATION PROCESS

The communication process is [sender-encoding-transmission device (channel)decoding-receiver], which is part of any advertising or marketing program. Encoding the
message is the second step in communication process, which takes a creative idea and
transforms it into attention-getting advertisements designed for various media (television,
radio, magazines), and others. Messages travel to audiences through various transmission
methods. The third stage of the marketing communication process occurs when a channel or
medium delivers the message. Decoding occurs when the message reaches one or more of the
receiver's senses. Consumers both hear and see television ads. Others consumers handle
(touch) and read (see) a coupon offer.
One obstacle that prevents marketing messages from being efficient and effective is called
barrier. Barrier is anything that distorts or disrupts a message. It can occur at any stage in the
communication process. The most common form of noise affecting marketing
communication is clutter.

2.1.3 MARKETING COMMUNICATION MIX?

Marketing is a broad business function that includes product research and
development, merchandising and distribution processes and pricing, as well as
communication or promotion. The communication mix refers to specific methods used to
promote the company or its products to targeted customers. Some depictions of the
promotional mix include five elements, while others add a sixth -- event sponsorship.

2.1.4 ADVERTISING
Advertising is often the most prominent element of the communication mix. In fact,
marketing and advertising are often misconstrued as the same thing. Advertising includes all
messages a business pays to deliver through a medium to reach a targeted audience. Since it
involves the majority of paid messages, companies often allocate significant amounts of the
22

marketing budget to the advertising function. While it can be costly, the advertiser has
ultimate control over the message delivered, since it pays the television or radio station, print
publication or website for placement.

2.1.5 PERSONAL SELLING

Personal selling is sometimes integrated with the direct marketing element. However,
many companies make such extensive use of a sales force that it is important to consider this
component distinctly. Distribution channel suppliers use salespeople to promote products for
resale to trade buyers. Retail salespeople promote the value of goods and services to
consumers in retail businesses. Selling is more emphasized by companies that sell higher-end
products and services that require more assertive efforts to persuade customers to buy.

2.1.6 DISCOUNTS AND PROMOTIONS

Sales promotions or discounts are similar to advertising in that they are often
promoted through paid communication. However, sales promotions actually involve offering
a discounted price to a buyer. This may include coupons, percent-off deals and rebates. Along
with ads to promote deals and coupon mailers, companies use exterior signs and in-store
signage to call customer attention to the discounts. Goals of this communication tool include
increasing revenue and cash flow, attracting new customers and clearing out extra inventory.

2.1.7 PUBLIC RELATIONS

Public relations are sometimes somewhat similar to advertising in that much of it
involves messages communicated through mass media. The major difference is you don't pay
for the time or space for the message. A television or newspaper feature story mentioning a
business, for instance, isn't paid for and can provide brand exposure. The downside of PR is
that you don't always control the messages. You can try to influence them through press
releases and invites for media coverage, but the media could put a negative spin on the story.

23

2.1.8 DIRECT MARKETING

Direct marketing includes some aspects of both sales promotions and personal selling.
It is interactive communication with customers where the company's message seeks or
implores a response from targeted customers. E-mail and direct mail are common formats.
These messages are sent to customers with special offers or calls to action, often promoting
limited-time deals or new product launches. Mail-order clubs, online or print surveys and
infomercials are other examples of direct marketing communication.

2.1.9 EVENT SPONSORSHIP

Event sponsorship is the element sometimes left out of the five-element
communication mix. Many models include it within advertising. Event sponsorship occurs
with a company pays to have a presence at a sports, entertainment, nonprofit or community
events. The sponsorship may include a mix of benefits including booth representation during
the event to hand out samples, gifts and literature, name mention during the event and ad
spots connected to the event.

2.1.10 CELEBRITY ENDORSEMENT

Use of celebrities as part of marketing communications strategy is a fairly common
practice for major firms in supporting corporate or brand imagery. Firms invest significant
monies in juxtaposing brands and organizations with endorser qualities such as attractiveness,
likeability, and trustworthiness. They trust that these qualities operate in a transferable way,
and, will generate desirable campaign outcomes. But, at times, celebrity qualities may be
inappropriate, irrelevant, and undesirable. Thus, a major question is: how can companies
select and retain the 'right' celebrity among many competing alternatives, and, simultaneously
manage this resource, while avoiding potential pitfalls? This paper seeks to explore variables,
which may be considered in any celebrity selection process by drawing together strands from
various literatures.

24

CHAPTER 3
3 .1 RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. In
research its the responsibility of researcher is to expose the research decisions to evaluation
before they are implemented.
3.1.1 RESEARCH PROCESS
Research process is a systematic manner in which we approach their area of study to
produce knowledge which the community will consider to be worthwhile within the field.
The first step in the research process is to identify the topic of study. The most effective way
to do this is to work with a research question.
How does a research question evolve?
A researcher starts with an area of interest: a topic or subject. These areas may arise from
confusion that the researcher has about a particular topic, from problems that need solving, or
from simple intellectual curiosity. But topics and subjects are very broad, and the process of
formulating a question is a way of narrowing and focusing the area of study until it becomes
truly researchable.
Steps in formulating a research question
Identify the general area of interest.
Read and discuss the topic to build a deep knowledge base.
Reflect on what is already known about the topic, what remains to be explored,
And what is of their interest to the researcher.
Formulate an initial question.
Read, reflect and discuss the initial question further.
Refine the question and develop the research project.
Developing a research question requires the researcher to engage with previous research and
with other knowledgeable people in the discipline.

25

The Research process may be classified into three stages. Primary stage, Secondary stage and
tertiary stage

3.1.2 PRIMARY STAGE

Inquiry
Observation
Research proposal
Research design
Formulating Problems

3.1.3 SECONDARY STAGE

Project planning
Data collection
Data analysis
Questionnaire
Hypothesis
Interpretation
3.1.4 TERTIARY STAGE
Suggestions
Conclusions
Research Report
Bibliography
3.1.5 PRIMARY STAGE
INQUIRY
The purpose of inquiry and research is to encourage high levels of critical thinking so
that processes and resources are appropriate, conclusions are based on supporting evidence
and problems are solved and decisions made that will extend learning for a lifetime.

OBSERVATION
26

Research starts with observation, which leads to curiosity to learn more about what
has been observed. The observation method is widely used mainly because of simplicity,
usefulness in the framing the possibility the hypothesis, its accuracy; the possibility of getting
convincing results, the possibility of the rest of validity etc. to be precise, observation tends to
the basic of any research.

3.2 RESEARCH DESIGN

Once the proposal is approved, the researcher has a foundation for development of the
research design. The plan for conducting the research is the research design. There are two
general forms of research design, namely non-experimental (ex-post-facto) and experimental.
In a non-experimental design, the researcher does not control or alter any of the independent
variables. The researcher merely studies existing situations, variables, and the interrelation
among variables and reports the results of his or her findings. The two major nonexperimental designs are field studies and surveys. Field studies combine literature review
and possibly analysis of some case studies.

3.2.1 THE RESEARCH QUESTION

Managers' needs for information are the primary source of problem definition and the
research question. Managers need information to make educated decisions arising from
unanticipated as well as planned changes. As such, managers must select between different
alternatives and thus require information about the organization and its environment. The
question to be answered or the problem to be solved must first be clearly defined. Questions
to be answered could be very specific or extremely broad. The more specific the questions,
the easier it will be to answer the research questions. There might be hypotheses that could be
tested scientifically. Once the questions to be answered are clearly defined then the value of
the research must be assessed. Clearly, if the costs of performing the research project exceed
the value that the research will provide, then the project should not be continued.

3.2.2 THE RESEARCH PROPOSAL

Research endeavors require a proposal that explains the problem to be address and the
procedure by which the questions will be answered. The researcher's proposal tells the
27

managers what they should expect from the research. It is a contract between the managers
and the researcher. For instance, if a company wants to know the degree to which its new
incentive program is effective in improving employee performance, then the consultant or
employee conducting the research will create a proposal that indicates to that company how
the question will be addressed and what specific information the company will have at the
end of the research process. The proposal may indicate, for example, that the research will
indicate the level of satisfaction of employees with the new incentive plan, the increased firm
performance with the plan, and the individual increases in performance (as measured by
managers) with the incentive plan.
The purpose of the research proposal is to effectively guide the researchers in their
development of the research design and data collection to answer the specific research
questions.

3.3 TYPE OF RESEARCH

3.3.1 PROJECT PLANNING
Project planning is the first step in actually conducting and directing a research
process. It is one the most important task of the researcher. This includes formulation of
researcher objectives, goals and determining ways of achieving them.

3.4 DATA COLLECTION METHOD

Data collection is the process of gathering the specific information used to answer the
research questions. There are a number of issues associated with data collection, including the
use of primary or secondary data, survey design, sampling, survey administration, and
increasing response rates.
3.4.1 PRIMARY DATA
Questionnaires and interview methods have been used as a tool for the data collection
in this research.
3.4.2 SECONDARY DATA
28

Secondary data refer to data gathered by others or from other studies. Secondary data
is generally less costly and less time consuming than gathering primary data, typically is
accumulated before primary data is gathered, and may even help determine the course by
which primary data is pursued.
3.4.3 DATA ANALYSIS
Research provides data, and it is the task of the researcher to transform the collected data
into useful information for management. The first step in data analysis is preparing the data
by editing it for several factors, including:
Completeness checking for any omissions.
Legibility making sure that handwriting is understandable so that answers will be
coded correctly.
Comprehensibility making sure the answer is understandable.
Consistency checking for consistent answers from the respondent.
Uniformity checking to see that responses are recorded in the same manner.
3.4.4 QUESTIONNAIRE
The basic requisite of any research study is the appropriate data which can be
collected with help of a scheduled or questionnaire. With the help of the questionnaire it is
easy to determine the findings of effective communication.
3.4.5 PILOT SURVEY
Before collecting the relevant data it is the Hypothesis, it is essential to ascertain the
applicability of the instrument to the population being studies. Hence, a pilot study was
undertaken with an objective to evaluate the tools prepared for the study and to find whether
they are providing the information required.

3.5 TYPES OF QUESTIONS

Linkers scaling questions
Satisfaction scale
Agreeability scale

3.5.1HYPOTHESIS TESTING
HO Null hypothesis (there is no significant relationship between the variable)
Ha alternative hypothesis (there is significant relationship between the variables)
29

After analyzing the data hypothesis testing is done. It will result in either accepting or
rejecting the hypothesis.

3.5.2INFERENCE
After telling the hypothesis, the researcher comes out with its conclusion. The
explanation of theory can also be considered as inference.

3.5.3 RESEARCH REPORT

The research report can be as simple as a short report of a few pages giving the
overall findings of the research, or it can be a long report with numerous parts. The degree of
formality required by management dictates the type of report to prepare. Figure 2 presents the
order of inclusion of the various parts of a long formal report.

3.5.4 FINDINGS
This section is probably one of the most important parts of the research report.
Provided in this section would be the results of the data analyses and explanation of all the
findings. At this point, all the raw data have been analyzed and converted to meaningful
information for management's use. This is the section where the original research question is
answered.

3.5.5 SUMMARY AND CONCLUSIONS

A concise yet precise summary of major findings will be included in this section,
followed by any recommendations that the researcher considers important and meaningful.

3.5.6 SAMPLE SIZE

The sample size of this study is one hundred ten (110) respondents.
30

3.6 STATISTICAL TOOLS USED FOR ANALYSIS

The tools and techniques used for are:
Chi-Square Test
Weighted Average Method
Percentage Analysis

3.6.1 PERCENTAGE ANALYSIS

Percentage is referred as special kind ratio. Percentage is used in making comparison
between two or more series of data. They are used to describe relationship. Moreover
percentages can be used to compare the relative term of the distribution of two or more series
of data.

3.6.2 CHI- SQUARE TEST

Chi-square test, written as (2) - test, is a useful manner of comparing experimentally
obtained results that those expected theoretically and based on the hypothesis. It is used as a
test statistics in testing a hypothesis that provides a set of theoretical frequency with which
observed frequency are compared.
This chi square test of independent samples is required in which differences between
samples are required to be found out.

Formula
x 2=

( OE )2
E

Where,
X2 = Chi-square
E = Expected frequency
O = observed frequency

3.6.3 WEIGHTED AVERAGE METHOD

This method is widely used in finding the weightage given to different attributes by
the respondents. The respondents assign different weightage to the different ranking and
weighted average percentage is found and graphs are plotted
31

Weighted Average = [(weights for column)*(no. of respondents)]

Total Respondents

3.6.4 PERCENTAGE ANALYSIS

One of the simplest methods of analysis is the percentage method. It is one of the
traditional statistical tools. Through the use of percentage, the data are reduced in the
standard form with the base equal to 100, which facilitates comparison.
The formula used to compute Percentage analysis is,
Actual sample
Sample Percentage =

X 100
Total sample

CHAPTER -4
4. ANALYSIS AND INTERPRETATION
4.1 PERCENTAGE ANALYSIS
TABLE 4.1.1 CLASSIFICATION BASED ON AGE
S.NO

RESPONDENT

PERCENTAGE

AGE
15-25

30

27.3

26-35

46

41.8

36-49

26

23.6

Above 50 Years

7.3

110

100

TOTAL

GRAPH 4.1.1 CLASSIFICATION BASED ON AGE

32

AGE

7%

27%

24%

42%

INFERENCE
From the above table, it is inferred that,
41.8% of the respondents are between 26-35 years of age.
27.3% of the respondents are between 15-20 years of age.
23.6% of the respondents are between 36-45 years of age.
7.3% of the respondents are Above 45 years of age.

TABLE 4.1.2 CLASSIFICATION BASED ON GENDER

S.NO

GENDER

RESPONDENT

PERCENTAGE

MALE

63

57.3

FEMALE

47

42.7

110

100

TOTAL

GRAPH 4.1.2 CLASSIFICATION BASED ON GENDER

33

GENDER

43%
MALE

FEMALE
57%

INFERENCE
From the above table, it is inferred that,
57.3 % of the respondents are male.
42.7 % of respondents are female.

TABLE 4.1.3 RESPONDENTS BASED ON OCCUPATION

S.NO

RESPONDENT

PERCENTAGE

OCCUPATION
Self-employed/Business

28

25.5

Private Employee

36

32.7

Government Employee

5.5

Homemaker

25

22.7

Student

15

13.6

110

100

TOTAL

GRAPH 4.1.3 RESPONDENTS BASED ON OCCUPATION

34

OCCUPATION

Self-employed/Business

Private Employee
Government Employee
14%
25%

23%
5%
Homemaker

Student

33%

INFERENCE
From the above table, it is inferred that,
32.7 % of the respondents are Private Employee.
25.5 % of the respondents are Self-employed/Business.
22.7 % of the respondents are Homemaker.
13.6 % of the respondents are Student.
5.5 % of the respondents are Government Employee.

TABLE 4.1.4 RESPONDENTS BASED ON EDUCATIONAL

QUALIFICATION

S.NO

EDUCATIONAL

RESPONDENT

PERCENTAGE

7.3

QUALIFICATION
School Level

Graduate

58

52.7

Post Graduate

28

25.5

Professional course

16

14.5

TOTAL

110

100

35

GRAPH 4.1.4 RESPONDENTS BASED ON EDUCATIONAL

QUALIFICATION

EDUCATIONAL QUALIFICATION

15%
School Level

Graduate

7%

Post Graduate

Professional course

25%
53%

INFERENCE
From the above table, it is inferred that,
52.7 % of the respondents are Graduate.
25.5 % of the respondents are Post Graduate.
14.5 % of the respondents are Professional course.
7.3 % of the respondents are School Level.

TABLE 4.1.5 RESPONDENTS BASED ON FAMILY EXPENDITURE

S.NO

FAMILY EXPENDITURE

RESPONDENT

PERCENTAGE

Below 10000

32

29.1

10000-20000

53

48.2

20000-40000

21

19.1

40000&above

3.6

110

100

TOTAL

36

GRAPH 4.1.5 RESPONDENTS BASED ON FAMILY EXPENDITURE

FAMILY EXPENDITURE

Below 10000

4%
19%
29%
10000-20000
20000-40000

40000&above

48%

INFERENCE
From the above table, it is inferred that,
48.2% of the respondents spend Rs.10000-20000
29.1% of the respondents spend Rs. Below 10000
19.1% of the respondents spend Rs. 20000-40000
3.6% of the respondents spend Rs. Above 10000

TABLE 4.1.6 RESPONDENTS BASED ON FREQUENCY OF VISITS

NO.OF
S.NO
1
2
3
4
5

OFTEN VISIT
Weekly
Monthly
Wednesday bazaar
During festivals
Offer's day
TOTAL

RESPONDENTS
11
39
16
26
18
110

PERCENTAGE
10.0
35.5
14.5
23.6
16.4
100

GRAPH 4.1.6 RESPONDENTS BASED ON FREQUENCY OF VISITS

37

FREQUENCY OF VISITS
39
26
18

O
fe
rs

W
ed
ne
sd
ay

W
ee
kl
y

on
ce

ba
za
ar

da
y

16

11

INFERENCE
From the above table, it is inferred that,
35.5% of the respondents visit Big Bazaar Monthly.
23.6% of the respondents visit Big Bazaar during festivals.
16.4% of the respondents visit Big Bazaar Offer's day.
14.5% of the respondents visit Big Bazaar Wednesday bazaar.
10% of the respondents visit Big Bazaar on Weekly.

TABLE 4.1.7 RESPONDENTS BASED ON SPENDING ABILITY

AMOUNT SPEND

NO.OF

S.NO

PER VISIT

RESPONDENTS

PERCENTAGE

Below Rs.1000

27

24.5

Rs.1000-5000

46

41.8

Rs.6000-10000

29

26.4

Above Rs.10000

7.3

TOTAL

110

100

GRAPH 4.1.7 RESPONDENTS BASED ON SPENDING ABILITY

38

SPENDING ABILITY
46

29

27

Below Rs.1000

Rs.1000-5000

Rs.6000-10000

Above Rs.10000

INFERENCE
From the above table, it is inferred that,
41.8% of the respondents spend Rs. 1000-5000 per visit at big bazaar
26.4% of the respondents spend Rs. 6000-10000 per visit at big bazaar.
24.5% of the respondents spend Below Rs. 1000 per visit at big bazaar.
7.3% of the respondents spend Above Rs 10000 per visit at big bazaar.

TABLE 4.1.8 RESPONDENTS BASED ON AWARENESS

S.NO
1
2
3
4

MEDIUM
Newspaper
Advertisement
Social media
Friends/relatives

NO.OF

PERCENTAGE

RESPONDENTS
25
61
18

22.7
55.5
16.4

5.5

110

100

references
TOTAL

GRAPH 4.1.8 RESPONDENTS BASED ON AWARENESS

39

AWARENESS

Newspaper

5%
23%
16%
Advertisement Social media Friends/relatives references

55%

INFERENCE
From the above table, it is inferred that,
55.5% of respondents are aware about Big Bazaar through advertisements.
22.7% of respondents are aware about Big Bazaar through Newspaper.
16.4% of respondents are aware about Big Bazaar through Social media.
5.5% of respondents are aware about Big Bazaar through Friends/relatives
references.

TABLE 4.1.9 RESPONDENTS BASED ON REASONS FOR VISITING

NO.OF
S.NO
1
2
3
4

REASONS
All product ranges
Reasonable prices
Location
More offers
TOTAL

RESPONDENTS
13
56
8
33
110

PERCENTAGE
11.8
50.9
7.3
30.0
100

GRAPH 4.1.9 RESPONDENTS BASED ON REASONS FOR VISITING

40

REASONS FOR VISITING BIG BAZAAR

All product ranges; 12%

More ofers; 30%

Location; 7%

Reasonable prices; 51%

INFERENCE
From the above table, it is inferred that,
50.9% of respondents visit Big Bazaar for its Best and Reasonable price.
30.0% of respondents visit Big Bazaar for excellent Offers and Discounts.
11.8% of respondents visit Big Bazaar for availability of all product ranges.
7.3% of respondents visit Big Bazaar for Location.

TABLE 4.1.10 RESPONDENTS BASED ON PREFERED PRODUCTS

NO.OF
S.NO
1
2
3
4
5

PRODUCTS
Food Items
Apparels
Electronics
Home fashion
Toys & Luggage
TOTAL

RESPONDENTS
33
31
14
11
21
110

PERCENTAGE
30.0
28.2
12.7
10.0
19.1
100

GRAPH 4.1.10 RESPONDENTS BASED ON PREFERED PRODUCTS

41

PRODUCTS PREFERED

19%
Food Items

Apparels

Electronics
10%

30%
Home fashion

Toys & Luggage

13%
28%

INFERENCE
From the above table, it is inferred that,
30.0% of respondents buy Food Items s from Big Bazaar.
28.2% of respondents buy groceries, Apparels from Big Bazaar.
19.1% of respondents buy Toys & Luggage from Big Bazaar.
12.7% of respondents buy electronics from Big Bazaar.
10.0% of respondents buy Home fashion and others from Big Bazaar.

TABLE 4.1.11 RESPONDENTS BASED ON STORE BRAND

NO.OF
S.NO
1
2
3
4

STORE BRAND
Usually
Often
Sometimes
Never
TOTAL

RESPONDENTS
10
40
41
19
110

PERCENTAGE
9.1
36.4
37.3
17.3
100

GRAPH 4.1.11 RESPONDENTS BASED ON STORE BRAND

42

45

41

40

40
35
30
25

19

20
15
10

10

5
0

Usually

Often

Sometimes

Never

INFERENCE
From the above table, it is inferred that,
37.3% of respondents buy Sometimes from Big Bazaar.
36.4% of respondents buy Often from Big Bazaar.
17.3% of respondents buy Never from Big Bazaar.
9.1% of respondents buy usually from Big Bazaar.

TABLE 4.1.12 RESPONDENTS BASED ON AWARENESS OF

PROMOTIONAL OFFERS
PROMOTIONAL

NO.OF

S.NO
1
2

OFFERS
Wednesday bazaar
Exchange mela

RESPONDENTS
37

PERCENTAGE
33.6

5.5

3
4

offers
Festival offers
Big day offers
TOTAL

53
14
110

48.2
12.7
100

43

GRAPH 4.1.12 RESPONDENTS BASED ON AWARENESS OF

PROMOTIONAL OFFERS

OFFER'S
Big day ofers; 13%
Wednesday bazaar; 34%

Festival ofers; 48%

Exchange mela ofers; 5%

INFERENCE
From the above table, it is inferred that,
48.2% of the respondents are often aware of Festival offers at Big Bazaar.
33.6% of the respondents are often aware of Wednesday bazaar at Big Bazaar.
12.7% of the respondents are often aware of big day offers at Big Bazaar.
5.5% of the respondents are often aware of Exchange mela offers at Big Bazaar.

TABLE 4.1.13 RESPONDENTS BASED ON COMMUNICATE OFFERS

S.NO
1
2

COMMUNICATE

NO.OF

OFFERS
Yes
No
TOTAL

RESPONDENTS
74
36
110
44

PERCENTAGE
67.3
32.7
100

GRAPH 4.1.13 RESPONDENTS BASED ON COMMUNICATE OFFERS

COMMUNICATE OFFERS

33%
Yes

No
67%

INFERENCE
From the above table, it is inferred that,
67.3% of respondents will communicate about various offers of big bazaar to their
friends and relatives.
32.7% of respondents will not communicate about various offers of big bazaar to
their friends and relatives.

TABLE 4.1.14 LEVEL OF AGREEABILITY ON VARIOUS FEATURES

OF MY BIG BAZAAR ADVAERTISEMENT
NO.OF
S.NO
1
2

FRATURES
Grabs my attention
Creates Interest

before Buying
Make me to compare

RESPONDENTS
63

PERCENTAGE
57.3

13

11.8

16

14.5

and take buying

decisions
45

Instantly buy the item

TOTAL

18
110

16.4
100

GRAPH 4.1.14 LEVEL OF AGREEABILITY ON VARIOUS FEATURES

OF MY BIG BAZAAR ADVAERTISEMENT
110

120
100
63

80
60
40

18

16

13

20

G
ra
bs

In
st
an
tly

bu
y

th
e

ite
m

at
te
nt
io
n

INFERENCE
From the above table, it is inferred that,
57.3% of respondents are agreeing with Grabs my attention.
16.4% of respondents are agree with instantly buy the item.
14.5% of respondents are agreeing with Make me to compare and take buying
decisions.
11.8% of respondents are agreeing with Creates Interest before Buying.

TABLE 4.1.15 RESPONDENTS BASED ON ATTRACT DISPLAYS AND

PROMOTIONAL OFFERS
NO.OF
S.NO
1
2

OFFERS
Yes
No

RESPONDENTS
77
33
46

PERCENTAGE
70.0
30.0

Total

110

100.0

GRAPH 4.1.15 RESPONDENTS BASED ON ATTRACT DISPLAYS AND

PROMOTIONAL OFFERS

OFFERS

30%
Yes

No
70%

INFERENCE
From the above table, it is inferred that,
70.0% of respondents are change their purchase pattern looking at promotional
offers and displays.
30.0% of respondents are no change in their purchase pattern looking at
promotional offers and displays.

TABLE 4.1.16 RESPONDENTS BASED ON OPINION OF BIG BAZAAR

ADVERTISEMENT
NO.OF
S.NO
1
2
3
4

OPINION
EXCELLENT
GOOD
FAIR
POOR
TOTAL

RESPONDENTS
6
41
48
15
110
47

PERCENTAGE
5.5
37.3
43.6
13.6
100

GRAPH 4.1.16 RESPONDENTS BASED ON OPINION OF BIG BAZAAR

ADVERTISEMENT
60
48

50
41
40
30
20
10
0

15
6

Excellent

Good

Fair

Poor

INFERENCE
From the above table, it is inferred that,
43.6 % of respondents are having Fair opinion on Big bazaar advertisement.
37.3 % of respondents are having Good opinion on Big bazaar advertisement.
13.6 % of respondents are having Poor opinion on Big bazaar advertisement.
5.5 % of respondents are having excellent opinion on Big bazaar advertisement.

TABLE 4.1.17 RESPONDENTS BASED ON AWARE OF HOME

DELIVERY FACILITIES
NO.OF
S.NO
1
2

FACILITIES
Yes
No
TOTAL

RESPONDENTS
35
75
110

PERCENTAGE
31.8
68.2
100

GRAPH 4.1.17 RESPONDENTS BASED ON AWARE OF HOME

DELIVERY FACILITIES
48

FACILITIES

32%
Yes

No

68%

INFERENCE
From the above table, it is inferred that,
68.2% of respondents are not aware about home delivery facilities at Big Bazaar.
31.8 % of respondents are aware about home delivery facilities at Big Bazaar.

TABLE 4.1.18 RESPONDENTS BASED ON SLOT OF DELIVERY

NO.OF
S.NO
1
2
3

SLOT TIME
On the day delivery
next day delivery
Delivery at flexible

RESPONDENTS
34
55

PERCENTAGE
30.9
50.0

21

19.1

110

100

time
TOTAL

GRAPH 4.1.18 RESPONDENTS BASED ON SLOT OF DELIVERY

49

SLOT OF DELIVERY

19%

31%

On the day delivery

Next day delivery
Delivery at flexible time

50%

INFERENCE
From the above table, it is inferred that,
50.0% of respondents are required next day delivery.
25.5% of respondents are required on the day delivery.
21.8% of respondents are required delivery at flexible time.

TABLE 4.1.19 RESPONDENTS BASED ON HOME DELIVERY

REASON
S.NO
1
2
3

HOME DELIVERY

NO.OF

REASON
Purchasing capacity
Distance
Free delivery cost
TOTAL

RESPONDENTS
15
45
50
110

PERCENTAGE
13.6
40.9
45.5
100

GRAPH 4.1.19 RESPONDENTS BASED ON HOME DELIVERY

REASON

50

REASON
Purchasing capacity; 14%
Free delivery cost; 45%
Distance; 41%

INFERENCE
From the above table, it is inferred that,
45.5% of the respondents are often reason for using free delivery cost.
33.6% of the respondents are often reason for using distance.
12.7% of the respondents are often reason for using purchasing capacity.

TABLE 4.1.20 RESPONDENTS BASED ON HOME DELIVERY

NO.OF
S.NO
1
2
3

HOME DELIVERY
Home and kitchen
Non-Food items
Electronics
TOTAL

RESPONDENTS
58
28
24
110

PERCENTAGE
52.7
25.5
21.8
100

GRAPH 4.1.20 RESPONDENTS BASED ON HOME DELIVERY

51

HOME DELIVERY
58

28

Home and kitchen

24

Non-Food items

Electronics

INFERENCE
From the above table, it is inferred that,
52.7% of respondents are required home delivery for home and kitchen.
25.5% of respondents are required home delivery for Non-Food items.
21.8% of respondents are required home delivery for Electronics.

TABLE 4.1.21 RESPONDENTS BASED ON HOME DELIVERY SERVICES

IMPORTANT FOR SHOPPING EXPERIENCES

S.NO
1
2

SHOPPING

NO.OF

EXPERIENCES
Yes
No
TOTAL

RESPONDENTS
32
78
110

PERCENTAGE
29.1
70.9
100

GRAPH 4.1.21 RESPONDENTS BASED ON HOME DELIVERY SERVICES

IMPORTANT FOR SHOPPING EXPERIENCES
52

Chart Title
29%
Yes
No
71%

INFERENCE
From the above table, it is inferred that,
70.9% of respondents are home delivery services not important for shopping
experiences
29.1% of respondents are required home delivery services important for shopping
experiences

4.2

CHI-SQUARE TEST

4.2.1

THE RELATIONSHIP BETWEEN THE AGE VS FREQUENCY OF VISITS

HYPOTHESIS:
H0:

There is no significant relationship between Age of the customers and Frequency of visit to
big bazaar.
H1:

There is significant relationship between Age of the customers and Frequency of visit

to big bazaar.
TABLE: 4.2.1 AGE VS FREQUENCY OF VISITS
Weekly
AGE
15-25

once
4

Monthly
13

Wednesday

During

Offers

bazaar
4

festivals
5

day
4

53

Total
30

26-35
35-49
Above 50
TOTAL

5
2
0
11

18
6
2
39

8
3
1
16

10
6
5
26

4
7
3
18

45
24
11
110

CHI-SQUARE TESTS
Value
a

Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

Asymp. Sig.

df

12.454
13.108
8.092
110

(2-sided)
.410
.361
.004

12
12
1

INFERENCE
Calculated value is less than table value
i.e. 12.454> 9.488
H0 is rejected.
Therefore, there is no significant relationship between Age of the customers and Frequency of
visit to big bazaar.

4.3 WEIGHTED AVERAGE METHOD

TABLE 4.3.1 PROMOTIONAL PROGRAMS AT BIG BAZAAR
PROMOTIONAL

H.E

EF

NE

IE

H.IE

TOTAL

PROGRAMS
PAY BACK
T24
PROFIT CLUB
FESTIVAL CARD
WED BAZAAR
BIG DAY OFFER
**H.E HIGHLY EFFECTIVE

W.A

RANK

188

159

16

365

3.318182

147

120

268

2.436364

40

150

58

21

269

2.445455

48

237

34

321

2.918182

60

252

84

14

410

3.727273

136

183

24

346

3.145455

EFEFFECTIVE
INEFFECTIVE

N-NEUTRAL

IE- INEFFECTIVE H.IE HIGHLY

W.A- WEIGHTED AVERAGE

GRAPH 4.3.1 PROMOTIONAL PROGRAMS AT BIG BAZAAR

54

PROMOTIONAL PROGRAMS
Weigthed Average
3.73
3.32

3.15

2.92
2.45

2.44

PAY BACK

T24

PROFIT CLUB FESTIVAL CARD WED BAZAAR BIG DAY OFFER

INFERENCE
From the above table, it shows that Wednesday bazaar offers is the best promotional scheme
from above all schemes which are followed in big bazaar. Big day offers and pay back is next
best one scheme for customers get many respondents get benefits from that.

TABLE 4.3.2 PROBLES DURING SHOPPING AT BIG BAZAAR

PROBLEMS
BILLING ERROR
OFFER MISMATCH
DISPLAY
OFFER

S.D.A
125
55
35
55

D.A
192
164
140
120

N
111
150
204
207

0
16
0
0

COMMUNICATION
BIG DAY OFFER

50

160

180

** S.D.A STRONGLY DISAGREE

S.A
0
0
0
0

TOTAL
428
385
379
382

W.A
4.28
3.85
3.79
3.82

RANK
1
3
5
4

390

3.9

D.A DISAGREE N- NEUTRAL

A- AGREE

S.A STRONGLY AGREE W.A- WEIGHTED AVERAGE

GRAPH 4.3.2 PROBLES DURING SHOPPING AT BIG BAZAAR

55

PROBLES DURING SHOPPING

4.28

3.9
3.85
3.79

Billing Error

Offer Mismatch

Display

3.82

Offer communication

Big day Offer

INFERENCE
From the study we could see that many respondents are getting more problems while billing
the products. Next to that in Big Day Offers customers are finding difficultly to purchase the
products when they have many offers in that time. The least two problems that customers are
faced in Big Bazaar are Offers Communication and Offers Mismatch.

56

PROMOTIONS OF BIG BAZAAR

CHAPTER- 5
5. FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS
41.8% of the respondents belong to the age group of 26-35 years and 7.3% of the
respondents are Above 45 years of age.
63% of the respondents are Male and 47% of respondents are Female.
32.7% of the respondents are Professional people, 25.5% of the respondents are Business
people, and 13.6 % of the respondents are students.
53% of the Respondent's monthly expenditure is between Rs.10,000 - 20,000 and 4% of
the Respondent's Monthly expenditure is 40000&above
52.7 % of the respondents are Graduate, 25.5 % of the respondents are Post Graduate, and
7.3 % of the respondents are School Level.
35.5% of the respondents visit Big Bazaar Monthly, 14.5% of the respondents visit Big
Bazaar Wednesday bazaar, 16.4% of the respondents visit Big Bazaar Offer's day.
55.5% of respondents are aware about Big Bazaar through advertisements,16.4% of
respondents are aware about Big Bazaar through Social media,5.5% of respondents are
aware about Big Bazaar through Friends/relatives references.
30.0% of respondents buy Food Items s from Big Bazaar, 12.7% of respondents buy
electronics from Big Bazaar, 10.0% of respondents buy Home fashion and others from
Big Bazaar.
57

 46% of the respondents spend Rs. 1000-5000 per visit at big bazaar, 27% of the
respondents spend Below Rs.1000 per visit at big bazaar and 8% of the respondents spend
Rs. above 10000 per visit at big bazaar.
50.9% of respondents visit Big Bazaar for its Best and Reasonable price, 11.8% of
respondents visit Big Bazaar for availability of all product ranges, 7.3% of respondents
visit Big Bazaar for Location.
37.3% of respondents buy Sometimes from Big Bazaar, 17.3% of respondents buy Never
from Big Bazaar, and 9.1% of respondents buy usually from Big Bazaar.
48.2% of the respondents are often aware of Festival offers at Big Bazaar, 12.7% of the
respondents are often aware of big day offers at Big Bazaar.
67.3% of respondents will communicate about various offers of big bazaar to their friends
and relatives, 32.7% of respondents will not communicate about various offers of big
bazaar to their friends and relatives.
57.3% of respondents are agreeing with Grabs my attention, 11.8% of respondents are
agreeing with Creates Interest before Buying.
70.0% of respondents are change their purchase pattern looking at promotional offers and
displays, 30.0% of respondents are no change in their purchase pattern looking at
promotional offers and displays.
43.6 % of respondents are having Fair opinion on big bazaar advertisement, 5.5 % of
respondents are having excellent opinion on big bazaar advertisement.
68.2% of respondents are not aware about home delivery facilities at Big Bazaar,31.8 %
of respondents are aware about home delivery facilities at Big Bazaar.
50.0% of respondents are required next day delivery, 21.8% of respondents are required
delivery at flexible time.
45.5% of the respondents are often reason for using free delivery cost, 12.7% of the
respondents are often reason for using purchasing capacity.
52.7% of respondents are required home delivery for home and kitchen, 21.8% of
respondents are required home delivery for Electronics.
70.9% of respondents are home delivery services not important for shopping experiences,
29.1% of respondents are required home delivery services important for shopping
experiences

58

5.2 SUGGESTIONS
As this study reveals that majority of the respondents in age group is between 26-35years,
and there is a significant difference between the Age and Advertisement of Big Bazaar. It
is suggested to Big Bazaar [Future Group] to develop different advertisements targeting
different age groups.
This study reveals that majority of the respondents feels publicity programs of Big Bazaar
is not highly influencing. Therefore, it is suggested to Future Group to adapt CSR
(Corporate Social Responsibility) practices and to increase the publicity awareness level.
As the study reveals that majority of the customers income level is between Rs. 10,000 20,000 and majority of respondent spending ability is Rs.1000-5000 per visit. It is
suggested to Future Group to develop exclusive promotional strategy to this segment.
From the study it is observed that there is a significant difference in Age and Promotional
Program offers in Big Bazaar. Therefore it is suggested to the Future Group to develop
different promotional programs considering the age factor of the customers.
From the study it is observed that there is a significant difference in spending ability and
effectiveness of various sales promotional programs. Therefore it is suggested to the
Future Group to offer different sales promotional programs considering the spending
ability of respondent.
From the study it is observed that only moderate number of respondent visit Big Bazaar
for new arrivals and majority of the respondents do not change their purchase pattern
looking at promotional offers. Therefore it is advice to Future Group to advertise suitable
Sales Promotional Programs to increase the sales volume.
59

 From the study it is observed that majority of the respondents visit Big Bazaar monthly
once. In order to increase the frequency of customer's visit, the Future Group may appoint
a marketing team or personal selling team to do door to door canvassing on various Sales
Promotional offers given at Big bazaar.

5.3 CONCLUSION
In the face of increasing value of advertising as a tool of integrated marketing communication
and the growing business opportunities of companies operating in emerging markets. This
project focused on the investigation of companies' possibilities for successfully organizing
the effectiveness of marketing communication as it throws light not only to the topic of
marketing communication in general, but also on difficulties event organizing companies face
in emerging markets, especially in relation to institutional void.
The research questions that were formulated on the basis of the determined objectives
referred to the following areas, the importance of promotional programs such as problems
during shopping, education promotion, safety measures, audience not being aware of
celebrity endorsement and major events which big bazaar sponsors.
Factors that can serve as a starting point for improving the efficiency and the factor that can
help develop strategies for adapting event management activities to emerge market condition.

60

BIBLOGRAPHY
BOOK REFERENCE
Marketing communication: A brand new approach (2010) - MICHAEL DAHLEN, FEDRIK
LANGE, TERRY SMITH.
Advertising and sales organization-JAMES B GRIFFTH
Marketing Management - PHILIP KOTLER
Retail management - BERMAN B. AND EVANS J.R
Services marketing - M.K RAMPAL
Marketing Research - An applied orientation Research design - NARESH MALHOTRA.

WEBSITE REFERENCE
www.google.co.in
www.wikipedia.com
www.boundless.com
www.bigbazaar.co.in
www.campaignindia.in
www.ebsglobal net/media/EBS

61

QUESTIONNAIRE
Dear respondent, as a part of research, a survey is taken up to study the integrated marketing
communications towards the big bazaar. Kindly provide the following information.
1) DEMOGRAPHIC CHARACTERISTICS
a) Name

b) Age

15-25

c) Gender

Male ( )

( )

26-35 ( )

35-49 ( )

Female ( )

d) Occupation :
Self-employed /business

( )

Private employee

( )

Government employee

( )

Homemaker

( )

Student

( )

e) Qualification :
62

Above 50 ( )

School level

( )

Graduate ( )

Professional course

Post Graduate ( )

( )

F) Family Expenditure for a Month:

Below Rs10000

[ ]

Rs10000-20000

[ ]

Rs20000-40000

[ ]

Rs40000 & above [ ]

2) How frequently do you visit Big Bazaar?

Weekly once

[ ] Monthly

[ ] Twice in a month

During festivals

[ ] Offers day

[ ]

[ ]

3) How much amount do you spend monthly on buying products in Big Bazaar?
( ) Below Rs.1000 ( )

Rs.1000-5000 ( )

Rs.6000-10000 ( ) Above Rs.10000

4) How did you come to know about Big Bazaar?

Newspaper

( )

Social media

( )

Advertisement

( )

Friends/relatives references ( )

5) The factors influencing you to buy products at Big Bazaar?

All product ranges

( )

Reasonable prices

( )

Location

( )

More offers

( )

6) Which category of products do you buy most at Big Bazaar?

Food Items

( )

Apparels

( )

Electronics

( )

Home fashion

( )

Toys & Luggage

( )

Any Other Pl. Specify _________

7) In the supermarket, do you buy the store brand?

Usually

( )

Often

( )

Sometimes

( )

never

( )

Only when I cant find the brand I wanted

( )

8) Which customer loyalty programs communicate effectively?

Highly
effective

Effective

Payback
T24
Profit Club
63

Neutral

ineffective

Highly
ineffective

Future Group
Shopping Festival
Cards
Wednesday bazaar
Big day offer
09)

Do you refer big bazaar to others?

Yes

10)

( )

No

Which of the big bazaar exclusive offers is well known to you?

a) Wednesday bazaar

11)

( )

( )

Fair

( )

Poor

( )

( )

No

( )

Would you communicate offers of big bazaar to your friends and relatives?
Yes

14)

Good

Do you attract by the displays and promotional offers? Informed in the store?
Yes

13)

( )

b) Exchange mela offers

( )
c) Festival offers
( )
d) Big day offers
( )
Opinion about the advertisement of Big Bazaar
Excellent

12)

( )

( )

No

( )

Problems faced by you during shopping at big bazaar.

Strongly
agree

Agree

Neutral

Disagree

Strongly
disagree

Billing error
Offer mismatch
Offer display board
Offer communication
Big day offer
15)

16)

Big bazaar advertisement influence you in purchasing

Grabs my attention

( )

Creates Interest before Buying

( )

Make me to compare and take buying decisions

( )

Instantly buy the item

( )

Do you know about the home delivery facilities in big bazaar?

Yes

17)

( )

No

( )

Do you think home delivery services are important to your shopping

experiences?
64

Yes
18)

( )

No

Which time slot window is applicable for home delivery?

On the day delivery ( )

19)

( ) Delivery at flexible time

( )

distance

( )

free delivery cost

( )

Delivery terms and conditions?

Very clear
21)

Next day delivery

The reason that you will use a home delivery service?

Purchasing capacity ( )

20)

( )

Clear

Neutral

Unclear

Very Unclear

Rather than provision what types of products can be added for home delivery?
Home and kitchen

( ) nonfood items

65

()

electronics

()