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A Study of Innovative Marketing Practices In Retail Marketing

Sector with Special Reference to Big Bazaars in Maharashtra State.


2015

Chapter No. 02:

Research Methodology and Review of


Literature.

Introduction.

Retail.

Retail Revolution in India.

Retailing in India.

Socio Economic Impact.

Competitive Advantages of Big Bazaar India

Marketing.

Importance of Study.

Objectives of the Study.

Research Methodology.

Scope and Limitations of Present Research.

Chapters Scheme.

Review of Literature.

Chapter No. 02: Research Methodology and Review of Literature. Page 61


A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

Introduction:
Retailing is one of the world’s largest industries. It is in a
permanent state of change, and the pace of this change has been
accelerating over the last decade. From the marketing perspective,
retailers are, by definition, closer to the consumer than
manufacturing companies. Retailers represent the culmination of
the marketing process and the contact point between consumers
and manufactured products. While retailing has long set buying
decisions as its highest priority and was very focused on the
product assortment, it now follows a more holistic approach to
management and marketing and is seizing the opportunity to be
consumer oriented, engage in the personal contact with customers,
gather information on consumer behaviour and exploit insights
into consumer behaviour and preferences. What was once a simple
way of doing business is transforming into a highly sophisticated
form of management and marketing. Retail marketing consistently
features more efficient, more meaningful and more profitable
marketing practices.

Retail is the accumulation of various marketing practices


directed towards providing the best merchandise available. It
consists of the sale of goods or merchandise, from a fixed location
such as a big department store or a small store, in small or
individual lots for direct consumption by the purchaser. Retailing
may include subordinated services, such as delivery. A retailer buys
goods or products in large quantities from manufacturers or
importers, either directly or through a wholesaler, and then sells
smaller quantities to the end-user i.e., the consumer or the end-

Chapter No. 02: Research Methodology and Review of Literature. Page 62


A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

buyer. In the supply chain, retailers come at the end, just before
the consumer.

Manufacturer Wholesaler Retailer Consumer

Retailing includes all activities involved in selling goods or


services directly to final consumers for personal, non-business use.
A retailer or retail store is any business enterprise whose sales
volume comes primarily from retailing. Retail is India's largest
industry, accounting for over 10 per cent of the country's GDP and
around eight per cent of the employment. Retail industry in India
is at the crossroads. It has emerged as one of the most dynamic and
fast paced industries with several players entering the market.

Retail:
Retail comes from the French word “retaillier” which refers
to "cutting off, clip and divide" in terms of tailoring (1365). It first
was recorded as a noun with the meaning of a "sale in small
quantities" in 1433 (French). Its literal meaning for retail was to
"cut off, shred, paring". Like the French, the word retail in both
Dutch and German, Detailhandel and Einzelhandel respectively,
also refer to sale of small quantities or items. Retailing practice of
accumulation of various marketing practices directed towards
giving the best merchandise available and it consists of the sale of
goods or merchandise, from a fixed location such as a department
store or kiosk.1

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

A vast majority of India's young population favors branded


products. With the influence of visual media, urban consumer
trends have spread across the rural areas also. Young people
joining the workforce with considerably higher disposable income,
has unleashed new possibilities for retail growth even in the rural
areas. Thus, 85 per cent of the retail boom which was focused only
in the metros has started to gain access towards smaller cities and
towns. Tier-II cities are already receiving focused attention of
retailers and the other smaller towns and even villages are likely to
join in the coming years. This is a positive trend, and the
contribution of these tier-II cities to total organized retailing sales
is expected to grow to 20-25 per cent.

Retail Revolution in India:


Retail in India is on a cusp of transformation. Organized re-
tailing as a professional service-oriented set-up, is a recent
phenomenon in India but is growing at a tremendous pace with a
potential of creating over 2 million new jobs within the next six
years, assuming an 8 to 10 per cent share of organized retailing in
the total retail business. The fast changing retail environment
demands that professionals learn new skills, improve their
efficiency, learn to compete and think out of the box. As retailers
work directly with customers and there is need for good
managerial talent to interpret and satisfy the needs and desires of
customers. All this requires an education that is intensive,
comprehensive and closely linked to the retail business world.2

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

Market Trends, Challenges & Opportunities:


 Across BRIC countries, the food and grocery segment is clearly
driving retail growth. Retail food sales dominate the total retail
market in Brazil, accounting for almost 54 percent of the total
retail sales, while Russia is the fastest growing retail food sales
market in the world, with the potential to again double in size
by 2008.

 The prevalence of English as a language of communication to a


very great extent facilitates material sourcing and business
communication. While India and Russia pose no problems in
this regard, Brazil and China present communication
problems for foreign companies.

 The importance of governments that are quick on decision-


making and passing liberal trade laws cannot be emphasized
enough. In China, for instance, being a non-democratic
country makes it easier for foreign investors to do business
sans bureaucratic red-tapism (in comparison to a democratic
country like India), the obvious reason being that the political
establishment is not directly accountable to the people.

 A continued economic reform together with the growth of


organized retail has led to growing rural incomes, triggering
off far-reaching, social impacts. The upcoming ‘Golden
Quadrilateral’ plan for roadways in India, which is to connect
the four cities of Delhi, Kolkata, Mumbai and Chennai, will
have massive economic and social repercussions on rural and

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

semi-rural clusters along the vast network. In China too, the


government plans to create a rural retail network covering 70
percent of all villages.

Retailing in India:
Today retail, which is derived into organized and
unorganized, is emerging rapidly as a big industry all over the
world and hence, India is also not untouched with this. So there is
a need to know the current and the future trends of retail in India.
The retailing industry in India estimated at Rs 9.30 crore in 2003-
04 is expected to grow at 5 per cent p.a. In line with predictions
made in 2002, organized retailing is well on its way to become a Rs
35,000 crore market by 2005. The size of organized retailing
market stands at Rs. 28,000 crore in 2004, thereby, making up a
mere 3 per cent of the total retailing market. Moving forward,
organized retailing is projected to grow at the rate of 25-30 per
cent p.a. and is estimated to reach over an astounding Rs 1,00,000
crore by 2010. Its contribution to total retailing sales is likely to
rise to 9 per cent by the end of the decade.3

The reasons for the growth of retail marketing are:


1. Largest young population in the world: More than 890
million people below 45 years of age, more English
speaking people in India than in the whole of Europe taken
together.
2. More than 600 million effective buyers by 2011.
3. More than 550 million under the age of 20 by 2015.
4. More than 70 million earn Rs. 8 lakh a year number of rise
to 140 million by 2011.

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

5. Total Consumer Spend in the Year 03-04 - INR 9300


billion (USD 375 billion) growing over 5% annually.
6. Retail sales – 55 per cent at INR 280 billion (USD 205
billion)
7. Organized Retail - Only 3 per cent but growing at 30 per
cent.
8. Organized retail to cross INR 1000 billion mark by 2010.
9. INR 200 billion investment in the pipeline.
10. Top 6 cities account for 66 per cent of total organized
retailing Trends Affecting Indian Retail Industry.
11. Changing age profile & Disintegration of joint family: -
India is believed to have an average age of 24 years for its
population as against 36 years for the USA and 30 years for
China. A younger population tends to have higher
aspirations and spends more as it enters the earning phase.
Also, nuclearisation of families has led to enhanced
demand.
12. Growing disposable income: - More Indian households are
getting added to the consuming class with the growth in
income levels. Also, with declining interest rates, the
aversion of domestic consumers to taking loans is also fast
disappearing.

Socio Economic Impact:


Livelihood of millions of small and big shopkeepers will be
uprooted to setup the chain of corporation owned retail. After
farming, retailing is India’s major occupation. According to Census
2001, there were 269 lack main and 24 lack marginal workers in

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

wholesale and retail trade. Nearly 3 crore people depends on trade.


1.1 crore in urban and 1.9 crore in rural areas. The growth of
corporate retail will take place by destroying the self-organised
small retail in India. Big Bazar, Reliance and Wal-Mart are
presenting themselves as friends and liberators of farmers and they
refer to small traders as middleman, as if they are not giant
middleman. At least in the case of small traders, farmers have a
choice in the terms of whom to sell. Big Bazar, Reliance and Wal-
Mart are monopolistic buyers who in due course of time will drive
down procurement prices of agriculture and manufactured
products. They claim that they are paying more to the farmers, but
the truth is that they are at present procuring from the existing
markets all across the nation, and not straight from the farmers, so
there is no question of paying better returns to the farmers.4

Competitive Advantages of Big Bazaar India Marketing:


At a time when the very concept of supermarket and
hypermarket were unheard in India, one man, Kishore Biyani,
dreamt big and started Big Bazaar, the first true hyper market in
India. Now there are 109 supermarkets in 71 cities around India.
Big Bazaar is a part of the Future Group. Big Bazaar sells all most
all the consumer items in a cost effective manner. Using price as
the competitive edge, Big Bazaar operates successfully and
profitably. The main advantages of Big Bazaar are the innovative
sales and promotions, huge variety of products in every store
locations, large number of stores around India, and cheap price.
There are some disadvantages also. As their products are low
priced, their stores are always crowded, the billing can take a long
time, customer service and quality is variable.5

Chapter No. 02: Research Methodology and Review of Literature. Page 68


A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

Importance of Study:
As customer's tastes and preferences are changing, the
market scenario is also changing from time to time. Today's market
scenario is very different from that of the market scenario before
1990. There have been many factors responsible for the changing
market scenario. It is the changing tastes and preference of
customer which has bought in a change in the market. Income level
of the people has changed; life styles and social class of people have
completely changed now than that of olden days. There has been a
shift in the market demand in today's world. Technology is one of
the major factors which are responsible for this paradigm shift in
the mark. New generation people are no more dependent on haat
market and far off departmental stores. Today we can see a new era
in market with the opening up of many departmental stores, hyper
market, shopper's stop, malls, branded retail outlets and specialty
stores. In today's world shopping is not any more tiresome work
rather it's a pleasant outing phenomenon now.

The present study is based on a survey done on customers of


a hypermarket named ‘Big Bazaar’. Big bazaar is a new type of
market which came into existence in India since 1994. It is a type
of market where various kinds of products are available under one
roof. The study is on determining the customer's buying behavior
of customer's in big bazaar and the satisfaction level of customers
in big bazaar. The study is finding out the current status of big
bazaar and determines where it stands in the current market. This
market field survey is helping in knowing the present customers
tastes and preferences. It is helping me in estimating the

Chapter No. 02: Research Methodology and Review of Literature. Page 69


A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

customer's future needs, wants and demands. Its provide


guideline for further research in area for organized retail.
Research says about customer buying behavior towards Big
Bazaar. The research is also important to identify Market size,
growth and Market Potential of Big Bazaar. The research shows
future Scenario of Big Bazaar in current perspective. The study
shows opportunities and challenges for Big Bazaar respect of
internal and external environment. Research says about main
competitors in the field of organized retail sectors. The study
provides guideline to further extension of Big Bazaar. The study
provides help to know the customers satisfaction with Big Bazaar
stores.

Benefit to the company: The study gives an insight about


customer’s satisfaction and their perception towards quality, price,
ambience, employees, offers, display. This will also give relative
status of the Big Bazaar. From this information the benefits emerge
as to carefully look at the customer’s expectation with regards to
quality, price, ambience, employees, offers, display and company
can apply them to the product. The study results also help in
making proper strategies to promote the product and enhance the
satisfaction level of customers.

Benefit to academics: It will help in applying the theoretical


knowledge to the practical issues. It will help in understanding,
reviewing and suggesting improvements in Big Bazaar. The
experience gained during this study provides a tool, which can be
applied in any future undertakings of similar nature

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

Objectives of the Study:


The following objectives are selected for the present study:
1. To know the innovative retail marketing practices adopted
by big retailers in India.
2. To analyze the retailing scenario in India and the critical
success factors of organized retailing in India.
3. To focus on organizational structure, departmental
hierarchy, management techniques, marketing strategies of
big bazaars.
4. To know the role and importance and success of Big Bazaar
in retail marketing in India and Maharashtra.
5. To analyze the innovative retailing strategies followed by Big
Bazaar and their strengths, weakness, opportunities and
threats.
6. To understand and identify the Customer Relationship
Management Practices followed by the Big Bazaar.
7. To study the impact of innovative marketing practices of Big
Bazaar on selected customers from Maharashtra State.
8. To focus on the future plans and various marketing
strategies of Big Bazaar.

Research Methodology:
Research Methodology is the way to solve the problem
systematically. It is an important component of the study.
Methodology involves the research design, data collecting and
sampling technique. Research design indicates the plan of action to
be carried out in connection with proposed objective. Research

Chapter No. 02: Research Methodology and Review of Literature. Page 71


A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

design provides a guidance to enable to keep track of all actions in


order to meet the objectives.

The research design is exploratory till identification of


customer services parameters. Later it becomes descriptive when it
comes to evaluating customer perception of customer service of the
Big Bazaar. Descriptive research, also known as statistical research,
describes data and characteristics about the population or
phenomenon being studied. Descriptive research answers the
questions who, what, where, when and how. Research is a
systematic and objective investigation of a subject or a problem in
order to discover relevant information or principles. Research
methodology is basically the method of how to collect the data. The
information regarding the research is as follows:

The study is empirically one based on mainly primary data as


well as on secondary data also. The secondary data is collected
from various sources viz. Research Books, Journals, Websites,
Publications of Big Bazar, etc. The primary data is collected from
the randomly selected Big Bazaar’s customers, employees,
managers, etc. For this purpose separate open and closed ended
questionnaire was prepared for customers. Interview techniques
also used for study to interact with the manager and employees of
Big Bazar. The data is collected through questionnaire, observation
and interview technique. It obtains with the help of managers and
employees. A survey study was conducted by using both primary
data and secondary data. The following techniques are adopted
while completing the research study.

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

 Observing the working of various departments by personal


visiting.
 Discussion with company’s executive, employees and
managers.
 Visiting and surfing of website of company.

Sampling Design:
 Type of sampling: Simple random sampling.
 Sample size: 650 Customers.
 Sample unit / area: Big Bazaar – Ahemadnagar, Pune,
Thane, Nashik and Nagpur.
 Tool for data collection: Survey Questionnaire.

Sample Respondents:
Total 650 Big Bazar’s customer respondents are selected on
simple random sample technique from the five districts of
Maharashtra State. One Big Bazar from every district is selected
purposively. The details of samples selection shown in following
table.

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

Table No.2.01:
Distribution of Sample Respondents (Customers).
Sr. Name of Male Female Total No of
No. District Customers Customers Customers
Respondents
1 Ahemadnagar 65 53 118
2 Pune 77 70 147
3 Thane 73 53 126
4 Nashik 79 53 132
5 Nagpur 72 55 127
Total 366 284 650

Technique of data collection:


 For conducting this research program, primary data was
collected from the consumers who visited and made purchases
from Big Bazaar.
 Primary data was collected through interview and
questionnaire.
 The secondary data have been use to know the different
statistics regarding the development of retail marketing.
 Books, Journals, Reports, Research Articles published in the
newspapers are also one of the sources of secondary data.
 The secondary data was also collected through internet.

Data Collection and Analysis:


Collection and analysis of the information gathered by
interaction with employees and customers and also by observing
marketing activities of Big Bazaar. For better understanding of

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

impact of innovative marketing practices in Big Bazaar


observations method also be used. Samples are selected from
different age group, sex and educational background. This
diversification was to measure the different choice and preferences
prevailing in customers demographically different. After the
collection of primary data questionnaire were scrutinized and
tabulated manually. An appropriate statistics are used to draw the
results. The collected data is analyzed through the Tables and
Graphs with the helped of computer based statistical software /
tools.

Data Collection Tools:


Data is collected from various customers through personal
interaction. Some other information is collected through secondary
data also. Data was collected through a structured questionnaire,
likert technique is used. Likert scale is simply a statement which
the respondent is asked to evaluate according to any kind of
subjective or objective criteria, generally the level of agreement and
disagreement is measured. Likert scaling is a bipolar scaling
method, measuring either positive or negative response to a
statement. The questionnaire consists of two parts. The first part
consists of questions concerning the demographic information of
the respondent such as the name, age, gender, Occupations,
educational qualifications, income, etc. The second part consisting
of questions exploring the respondent’s perception about the
customer services of big bazaar. For the data collection researcher
met HR manager of Big Bazaar. He allowed researcher to visit Big
Bazaar and he was ready to give information on CRM practice.

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

Researcher conducted the in-depth interview at Big Bazaar


Ahemadnagar, Pune, Thane, Nashik and Nagpur.

Area of the Research


Attempts have taken to study the view of consumers
regarding retailing and their preferences towards the consumers in
Ahemadnagar, Pune, Thane, Nashik and Nagpur City. For this
research five Cities is considered as the area of research. It is
important cities in Maharashtra, as well as in the country.

Hypotheses:
The following hypotheses were formulated for the study.
1. Adequate infrastructure facilities are not provided by Big
Bazar to its customers.
2. The Customers are satisfied from the behavour of Big Bazar
staff.
3. The tagline " Isse Sasta Aur Accha Aur Kaha" is attracted to
customer for purchasing at Big Bazar.
4. Adequate customer services are not provided by Big Bazar to
its customers.

Scope and Limitations of Present Research:


The retail marketing is a very broad area. Big Bazaar retail
marketing chain also a big one. The present research is based on
the selected Big Bazaar of Maharashtra State. The scope of this
research is to identify the buying behavior of customers of Big
Bazaar. This research is based on primary data and secondary data.
This study only focuses on urban buying behavior of customers.

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

The study does not say anything about rural buying behavior of
customer because rural norms/status/attitude and acceptance of
the rural customers differs with urban customers. It provides help
to further the research for organized retail sector. It aims to
understand the skill of the company in the area like technological
advancement, competition in management.

The following limitations come to the researcher while


conducting the study;
1. The sample size will be composed of only 650 customers
which is extremely small size to represent entire population
of customers who visit in the retail stores.
2. The study is only for the big bazaar confined to a particular
location and a very small sample of respondents. Hence the
findings cannot be treated as representative of the entire
retail industry.
3. No demographical or psychographic differences will be
considered before choosing the customers for questionnaire
and for interview purpose.
4. Financial analysis is not be the part of study; only marketing
aspects is considered for.
5. The overall research is based on information given by the
selected customers, employees and managers of Big Bazaars.
6. Respondents may give biased answers for the required data.
Some of the respondents did not like to respond.
7. Time and cost is also one of the constraints for the study.

Chapter No. 02: Research Methodology and Review of Literature. Page 77


A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

Chapters Scheme:
The proposed research work will divided into the following
chapters.
1. Introduction.
2. Research Methodology and Review of Literature.
3. Retail Marketing Scenario in India.
4. Big Bazar: Organization, Management and Administration
Structure.
5. Big Bazaar: Innovative Retail Marketing Practices..
6. Impact of Marketing Practices of Big Bazar on Customers.
7. Conclusions and Suggestions

Review of Literature:
1. Arpita Mukherjee, Nitisha Patel (2005)6 -This study
analyzes the current retail marketplace in India, investigating
current and projected growth across different segments of
retail and evaluating the impact of allowing foreign-direct
investment (FDI), currently not allowed in India. India's
retail sector is positioned to transform from mostly small,
family-owned businesses to large-scale chain retail, and
many international brands are investigating how to enter
India's retail market. The study of the structural, regulatory,
fiscal and other barriers affecting the performance of retail
trade suggests reforms for the removal of such barriers and
provides a timeframe in which the Indian government can
open its retail sector to FDI and the conditions that may be
imposed on foreign retailers if FDI is allowed.

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A Study of Innovative Marketing Practices In Retail Marketing
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2015

2. Kishore Biyani (2007)7 - Kishore Biyani identifies three


types of Indian customers. India is the elite class, the high
spenders. He targets the next category, the middle class who
make up a major chunk of the country’s shoppers. He and his
team studied this section of consumers and understood their
needs. The Big Bazaar marketing campaign was specifically
targeted at this section of the society and it succeeded. It
Happened In India shares his dreams, vision and his
strategies. It also shares his personal journey, from
childhood to becoming the head of one of the most successful
business groups in the country today.

3. Santosh Kumar Yadav (2009)8 - The retail sector of


India has come-forth as one of the most dynamic and second
fastest growing industrial economy with several players
entering the market. But all of them have not yet tasted
success because of the heavy initial investment that are
required to break even with other companies and compete
with them. India is the country having the most unorganized
retail market. India’s huge middle class base and its
untapped retail industry are the key attraction for global
retail giants planning to enter into newer markets. It
examines consumers’ awareness and brand consciousness
among people across different socio-economic group in India
and witnessing of significant growth in the urban and semi-
urban retail markets.

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

4. Rajesh Kumar (2010)9 - Retail industry in India is at the


crossroads. It has emerged as one of the most dynamic and
fast paced industries with several players entering the
market. But because of the heavy initial investments
required, break even is difficult to achieve and many of these
players have not tasted success so far. However, the future is
promising; the market is growing, government policies are
becoming more favorable and emerging technologies are
facilitating operations. Retailing in India is gradually inching
its way toward becoming the next boom industry. The whole
concept of shopping has altered in terms of format and
consumer buying behavior, ushering in a revolution in
shopping in India. Modern retail has entered India as seen in
sprawling shopping centers, multi-storied malls and huge
complexes offer shopping, entertainment and food all under
one roof. The Indian retailing sector is at an inflexion point
where the growth of organized retailing and growth in the
consumption by the Indian population is going to take a
higher growth trajectory. The Indian population is witnessing
a significant change in its demographics. A large young
working population with median age of 24 years, nuclear
families in urban areas, along with increasing working-
women population and emerging opportunities in the
services sector are going to be the key growth drivers of the
organized retail sector in India.

5. A. Pughazhendi and D. Sudharani Ravindran


(2010)10 - The study aims to analyze Impulsive buying

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A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

behaviour and customer’s satisfaction towards retail outlet in


Coimbatore city. The study is based on the primary data
collected from Big Bazaar Coimbatore region with the help of
a structured questionnaire. The findings of the study
states that consumer impulsive buying behaviour and
consumer satisfaction is linked with buying performance.

6. Chandradip Vankar (2010)11 - Indian retail sector is


witnessing one of the most hectic Marketing activities of all
times. The companies are fighting to win the hearts of
customer who is ‘God’. There is always a first mover
advantage in an upcoming sector. Here, that advantage goes
to ―Big Bazaar and D-Mart. It has brought about many
changes in the buying habits of people. It has created
formats, which provides all items under one roof at low rates.
The project undertaken to understand the effect of
promotional strategy which is responsible for attracting
customers towards big bazaar and D-mart. This study is
focus on top level management to improve the present
promotional strategy of Big Bazaar and D-Mart. The data
collection approach adopted was experimental research &
survey research. The instrument used for the data collection
was observation and questionnaire. The target respondents
were the visitors of Big Bazaar and D-Mart, with the sample
size of 120 for the study of sales management of the
company. Tables and charts were used to translate responses
into meaningful information to get the most out of the

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A Study of Innovative Marketing Practices In Retail Marketing
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2015

collected data. Based on those the inferences have been


drawn with peer supportive data.

7. Sujith Potu (2010)12 -The purpose of the study was aimed


at finding out the Impact of visual merchandising on
customer buying behavior at Big Bazaar, Hubli. The India
Retail Industry is the largest among all the industries,
accounting for over ten per cent of the country’s GDP and
around eight per cent of the employment. The Retail
Industry in India has come forth as one of the most dynamic
and fast paced industries with several players entering the
market. The major findings of the study are - Fifty five
percent of the customers changed their buying decisions with
the influence of visual merchandising in the store, Eighty
seven percent of the customers can recall the product display
in the store, Seventy four percent preferred to follow the
layout of the store to find the product, Eighty percent of
customers are satisfied with the shopping experience at Big
Bazaar Hubli.

8. Deepika Jhamb, Ravi Kiran (2011)13 - The Indian retail


sector is witnessing tremendous growth with the changing
demographics and an increase in the quality of life of urban
people. Retail Sector is the most booming sector in the
Indian economy. With a growing economy, improving
income dynamics, rising awareness, and a youth-heavy
customer base, India is well on its way to become one of the
most prospective markets for the domestic and global

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retailers. The study identify the drivers which affect the


growth of the Indian retail market, looks at the major factors
affecting the retail business and to carry out the SWOT
analysis of organized retail in India. The results of the study
depict that infrastructure, economic growth and changing
demographics of consumers are the major driver of
organized retail in India. The location of the retail store,
management style and adequate salaries to personnel
enhance the effectiveness of retail business and are
important factors for retailers’ success.

9. Meera Mathur and Sumbul Samma (2011)14 - Retailing


is the largest private industry in the world. It is also India's
largest industry accounting for over 10 per cent of the
country's GDP and around 8 per cent of the employment.
Customer relationship management is an emerging tool that
enables marketers to maintain their presence in the dynamic
marketing environment. In the city like Udaipur these
organized retail store and firms are concentrating and
targeting the consumer from the different segments like
rural, urban, low, middle and high income segments etc. The
study attempts to evaluate the CRM practices of the retail
stores in Udaipur city. CRM is highly exercised in the
industry like hospitality, services industry etc. but it is having
equal importance in the retail industry also. The results of
this study shows that the customers don't take a single
second when it comes to change the preference and break the
loyalty for an organization, in such a situation it the CRM of

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the organization which will compel the customers to visit the


retail outlet again and again.

10. Dikshit (2011)15 examined that India's retail and logistics


industry employs about 40 million Indians. Owner manned
small shops constitute India's retailing industry. In 2010,
about 4 per cent of the industry was constituted by larger
format convenience stores and supermarkets with their
presence only in large urban centers. Indian central
government denied foreign direct investment (FDI) until
2011 in multi-brand retail, thus not allowing any foreign
groups from any ownership in convenience stores,
supermarkets, or any retail outlets. Also, single-brand retail
was limited to 51 per cent ownership and had to undergo a
bureaucratic processing.

11. Harleen Kaur (2011)16 -Big bazaar, a part of future group


is a hypermarket offering a huge array of goods of good
quality for all at affordable prices. Big bazaar with over 140
outlets in different part of India is present in both the metro
cities as well as in small towns. Big bazaar can attract more
customers by different variety and assortments. They can
improve customer satisfaction by providing home delivery
services. Big Bazaar has one of the major retail industries in
India. Working environment is good and also the various
facilities are provided to increase the customer services.
There exist a healthy and strong relationship between
employees and managers. The employees accept their

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responsibility wholeheartedly and perform the services in


well manner that satisfied the customers.

12. Renu V.V. (2011)17 - The Indian Retail Industry is the fifth
largest in the world. Comprising of organised and
unorganised sectors, Indian retail industry is one of the
fastest growing industries in India, especially over the last
few years. Although, initially the retail industry in India was
mostly unorganised. The industry is getting more popular
these days and getting organised as well. With growing,
market demand, the industry is expected to grow at a pace of
25-30 per cent. The Indian retail industry is expected to
reach US $ 450 billion by 2015. This study find out relation
in sales and quote of Isse sasta aur Accha aur kahan. It is
find out from the study that there is an association between
punch line of Isse sasta aur accha kahin nahin, and discount
offered at Big Bazaar. It is concluded that Customer
satisfaction is a direct determination factor in customer
loyalty which in turn is a central loyalty, which in turn is a
central determinant of customer retention.

13. K. Chokkaiah, Gone Rajesh and Veldandi


Ramchander Rao (2011)18 -Exceptional customer service
results in greater customer retention, which in turn results in
higher profitability. Customer loyalty is a major contributor
to sustainable profit growth. To achieve success, you must
make superior service second nature of your organization. A
seamless integration of all components in the service-profit

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chain – employee satisfaction, value creation, customer


satisfaction, customer loyalty, and profit and growth – links
all the critical dynamics of top customer service Sadly,
mature companies often forget or forsake the thing that
made them successful in the first place: a customer-centric
business model. They lose focus on the customer and start
focusing on the bottom line and quarterly results. They look
for ways to cut costs or increase revenues, often at the
expense of the customer. They forget that satisfying customer
needs and continuous value innovation is the only path to
sustainable growth. This creates opportunities for new,
smaller companies to emulate and improve upon what made
their bigger competitors successful in the first place and steal
their customers.

14. Satendra Bhardwaj, Rajeev Sharma and Jyoti


Agarwal (2011)19 - In India there have been a great
successful brand both national as well as foreign brands and
again it has been realize that brands are sustaining power to
stay in the competitions. If we defined the customer
satisfaction we can say “a qualitative measure of performance
as defined by customer, which meet their basic requirements
and standard.” Customer satisfaction is defined as “measure
or determination that a product or services meet a
customer’s expectation, considering requirement of both
quality and service.”

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15. P. Vikkraman and N. Sumathi (2011)20 - The Indian


Retail Industry is divided into Organized and Unorganized
Sectors. Traditional markets are making way for organized
formats such as Departmental Stores, Hypermarkets,
Supermarkets and Specialty Stores. Indian Retail Industry
contributes over 10 per cent of the country’s GDP. Strong
income growth, changing lifestyles, and favourable
demographic patterns, suggest that by 2016, the Modern
Retail Industry in India will be worth US$ 175-200 billion.
This study was undertaken, considering three competitive
Retail Chain Outlets, Big Bazaar, Reliance Fresh and Marks
Spencers, to evaluate the consumers’ opinion and
preferences towards these outlets. The study also highlights
the pros and cons of the outlets considered and the level of
satisfaction compared to the Local Retail Outlets.

16. Jaskaran Singh (et al) (2012)21 -The study is to analyse


finer strategic perspective for the retail sector in India and
suggest measures so that the corporate strategists could
incorporate the same both qualitatively and quantitatively.
Based upon the qualitative judgment, a retail unit may be
given an overall understanding about the expected
performance that can further be corroborated by quantitative
analysis. It provides detailed information about the growth of
retailing industry in India. It examines the growing
awareness and brand consciousness among people across
different socio-economic classes in India and how the urban
and semi-urban retail markets are witnessing significant

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growth. It includes growth of retail sector in India, strategies,


strength and opportunities of retail stores, retail format in
India, recent trends, and opportunities and challenges. This
paper concludes with the likely impact of the entry of global
players into the Indian retailing industry. It also highlights
the challenges faced by the industry in near future.

17. M. Ramakrishnan and Sudharani Ravindran


(2012)22 - The study aims to analyze the Consumer
Perception towards Private Label Brands on Big Bazaar,
Coimbatore. The research is aimed to explore if buying
choices are made based on brand loyalty and to analyze
whether customers actively seek for new brands or strict to
the old brands. A detailed study is conducted from the views
of customers and collected by conducting a survey with a
sample size of 150 from Coimbatore region with the help of
structured questionnaire. The collected data is analyzed
using statistical tools and the study reveals that most of the
youngsters have good perception towards the private
brandsin fashion wear and munchies. Majority of the
respondents said that quality, trustworthy and brand image
is the leading feature that differentiate private label brand
with other branded product.

18. Rohilla and Bansal (2012)23 examined that many online


stores are highly accessible and hence, also help in creating
awareness about global products for local markets. For
example, TV channels promoting products-HomeShop18,

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India Today, etc. are increasing in number. About 47 per cent


of the Indian population is under the age of 20; and this may
be increase up to 55 per cent by 2015. This young population
is highly tech-savvy compared to past generations and also
watch more than 150 satellite TV channels, and show very
high propensity to spend. This factor will immensely
contribute to the growth of the retail sector in the near
future.

19. Shruti Sharma and Atul Dhingra (2012)24 - Customer


relationship management is a corporate level initiative,
focusing on creating and maintaining relationships with
customers. Manual as well as computer based steps are taken
by the organizations to reap the benefits of CRM initiatives.
Several commercial CRM software packages are available
which vary in their approach to CRM. However, CRM is not a
technology itself, but rather a holistic approach to an
organization’s philosophy, placing the emphasis firmly on the
customer. Undoubtedly, CRM has generated value for many
companies in the past several years. However, the value
that’s been delivered is not up to the mark in comparison to
what is possible to achieve. As economic uncertainty
continues and customers become more demanding,
organizations simply must find ways to improve the chances
that their new CRM initiatives succeed.

20. Pawar and V. B. Kodag - (2012)25 - India is a developing


country. We have need of basic capital investment in the area
of Agricultural as well as Retail Sector. On November 24,

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2011, the Union Cabinet of the Indian government approved


a proposal of allowing 51 percent FDI in the multi-brand
retailing in India and 100 percent FDI in the single-
brand retailing, subject to certain conditions. Earliest Indian
government has taken a final decision in this regard for FDI
in retail sector. Local market, low price, consumer
satisfaction and relation, storage facility, credit facility,
distribution network etc are the strength of the retailer's, by
which retailers can fight against multinational companies
and survive in the competition. The FDI will give a boost to
our Agricultural and Retail Sector. Ultimately consumers will
be benefited in next 4-5 years. Only necessity is that
Government should implement strict policies about FDI as
well interest of the retailers in India should be protected by
controlling FDI and it will be done through positive political
willpower.

21. Marri Sreenivasulu and Dr. Mamilla Rajasekhar


(2012)26 - Brand loyalty is the consumer’s emotionally-
charged decision to purchase a specific brand again and
again. Of late brand loyalty is receiving a great deal of
attention in corporate retailing sector. So there is a need for
introducing comprehensive brand loyalty model for this
retail sector. The study is taken up with an objective to
measure the opinion on the antecedents of brand loyalty such
as product quality, price, purchase decision, perceived
quality, store environment and design; to assess the
customer satisfaction; and to suggest specific steps to

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improve brand loyalty towards Big Bazaar in Bangalore city


is chosen through the judgment sampling method. The
survey results depicted that brand loyalty towards Big Bazaar
is positive and all the six antecedents have the significant
effect on customer satisfaction as customer satisfaction is
positively associated with brand loyalty. So it is important for
a marketing manager to introduce innovative customer
loyalty programs for protecting the customers’ base line for
Big Bazaar in Bangalore city.

22. Ramesh Olekar and Chanabasappa Talawar (2012)27


- The basic objective of any marketing activity is to generate,
satisfy and retain consumers by facilitating production,
distribution and consumption functions of the society.
Consequently, any marketing activity is actually a process
consisting of a series of iterative and inter-related steps to
effectively perform the above-mentioned functions. Retailing
is one such step in the marketing chain of activities that
facilitates the distribution function. Initially, it was
considered as just another step in the marketing chain and
the function was accepted as obvious. As the competition
increased globally, differentiation became more and more
difficult. Consumer’s purchasing power increased as
economy opened up into more market-oriented mode. Retail
function being the most often used and final link with the
ultimate consumer, marketers thought of using it for
differentiation and positioning. Big Bazaar was launched in
September, 2001 with the opening of its first four stores in

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Calcutta, Indore, Bangalore and Hyderabad in 22 days.


Within a span of ten years, there are now 150 Big Bazaar
stores in 80 cities and towns across India. Big Bazaar was
started by Kishore Biyani, the Group CEO and Managing
Director of Pantaloon Retail. 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. This study has basically
helped to know the satisfaction level of customers toward Big
bazaar and what influence people to shop at big bazaar. Most
of the customers are influenced by the offers in big bazaar.
Big bazaar has great offers for their customers that acts as
the motivating factor which brings the customers to big
bazaar.

23. Deval B Patel (2012)28 - Customer relationship


management (CRM) can help organizations to manage
customer interactions more effectively to maintain
competitiveness in the present economy. As more and more
organizations realize the significance of becoming customer-
centric in today’s competitive era, they adopted CRM as a
core business strategy and invested heavily. CRM provides
long-term relationship building with customers at an
enterprise-wide level. Successful CRM implementation is a
complex, expensive. This paper presents the successful
implementation of CRM for Big Bazaar at Surat and how they
are managing good relation with customers in different

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segments. This study will aid in understanding of customer


relationship management CRM in Big Bazaar at Surat.

24. S. Sudha (2012)29 - Employees are said to be the assets for


the organizations. Retaining the employees are said to be
challenging task faced by most of the companies nowadays.
The challenge of finding, attracting, developing and retaining
the right talent is taking up a major part of management and
once it is found the next demanding job is to retain the
talent. There are lots of factors that influence the employees
and make them to shift their jobs. The factors can be of
intrinsic or extrinsic in nature and lot of novel approaches
need to handle by the organizations in order to retain the
employees and identifying those approaches is said to be a
very difficult task for the organizations. Hence this article
highlights mainly on retention strategies that are followed in
retail industry.

25. Smriti Srivastava (2012)30 - Retailing includes all the


activities involved in selling goods and services directly to the
final customers for their personal and non personal use. The
research deals with the marketing strategies that are to be
followed by retailers in the retailing stores located in malls.
The relevance of the study is based on the increasing mall
culture in the urban areas which attracts customer to buy
merchandise from these stores. The purpose of the study is to
know about the customer profiling and learning, the market
placement of MAX as a brand and various competitors
existing in the market. The effect of customers and the

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competitor over the marketing strategies adopted by the


store has been studied. Further, the study deals with the
various marketing strategies adopted by these retail stores
which includes tie ups with other brands, mall branding and
other promotional offers to attract to the customers and
improve the competitiveness. The study provides a deep
insight how the marketer develops the marketing strategies
for a particular retail outlet to provide itself competitive
advantage and attract more footfall. This study will help
researcher to have an overview over the above subject topic
and help them to continue the research further.

26. S.V. Murthy; M. Sita Mahalakshmi and P. Srinivasa


Reddy (2013)31 - The concept of Retail Stores was
popularized after the First World War when companies
started shifting from centralized management structures to
multi-divisional product-based organizations. Retailing
encompasses the business activities involved in sending
goods and services to their consumers for their personal
family or household use. There is wide range of marketing
elements that retailers may consider in obtaining the
competitive advantage on the market, such as: product,
price, place, promotion. The study makes an attempt at
understanding the marketing strategies of retailer. By this
study it is identified that 4 marketing elements namely
product, price, place, promotion greatly influence modern
marketing and customer satisfaction.

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27. Pandey Sanjay and Henry Amit Stieve (2013)32 - This


study entails the strategy that Big Bazaar follows in context
with CRM practices. The Big Bazaar first tries to determine
likely prospects i.e. the people who have a strong potential
interest in the product and ability to pay for it. The Big
Bazaar hopes to convert many of its qualified prospect into
first time customers and then to convert those first time
customers into repeat customers. Then the Big Bazaar tries
to convert these repeat customers into clients – they are
those people who buy only from the Big Bazaar in the
relevant product categories. The next challenge for the Big
Bazaar is to convert these clients into advocates. Advocates
are those clients who praise the Big Bazaar and encourage
others to buy from it. The ultimate challenge is to convert
these advocates into partners where the customers and the
clients work actively together to discover ways of getting
mutual benefit. Thus in CRM the key performance figure is
not just current market share but share of life time value by
converting customers into partners. In CRM the Big Bazaar
identified that small percentage of key account holders whose
contribution to the Big Bazaar revenues is high. So from this
point of view, CRM is also known as key account
management.

28. Pankaj Sinha and Anushree Singhal (2013)33 - The


research findings indicate that with the introduction of FDI
in retail in India, there will be an initial displacement of
middlemen from the supply chain. However, the organized

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retailing will induce an increase in the food processing sector


and these middlemen will be absorbed by it. It is also
expected that the government will take innovative measures
to mitigate the adverse effects on small retailers and traders
involved in the supply chain. Direct accessibility to the
market will be provided to the farmers and hence, a better
remuneration. With respect to consumers, they will benefit
from assured weights and cash memos, enhanced
competition due to the presence of bigger retailers and better
quality of produce. The government revenues are also
expected to rise due to elimination of intermediaries,
enhanced operational efficiency, and control on post harvest
wastage, however competition in the retail market would
gradually be advantageous for end customer.

29. B. Kusuma, N.Durga Prasad and M. Srinivasa Rao


(2013)34 - India is becoming most favored retail destination
in the world. Today retail sector contributing 10 per cent to
country’s GDP. Indian retail industry is ranked among the
ten largest retail markets in the world. The change of
attitudes of Indian consumers and the emergence of
organized retail formats have transformed the face of
retailing in India. Organized retailing offers huge potential
for future growth of retailing in India. This paper provides
information about the growth of retailing in India. And also
focuses on the challenges faced by organized retail sector in
India. It also emphasize on major players of retailers in
India and customer services provided by the retailers.

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This study also deals with various retail formats and the
opportunities for the growth of retail industry in India and
also provides some suggestions to overcome the challenges.

30. Shirkhanloo Shima (2013)35 - The study is based on a


survey conducted on customers of a hypermarket named Big
Bazaar. Big Bazaar is a new type of market, which came into
existence in India since 1994. It is owned by Pantaloon Retail
India Ltd. It is a type of market where various kinds of
products are available under one roof. The study was
conducted for determining the customers’ buying behaviour
and their satisfaction level at Big Bazaar. The study find out
the current status of Big Bazaar and determine where it
stands in the current market. This market field survey will
help in knowing the present customers’ tastes and
preferences. It will help in estimating the customers’ future
needs, wants and demands.

31. S.Poongavanam, V. Chandrasegarn, Sundar


Arumugham and Siva Sankar (2013)36 - In meeting
customer’s requirements and measuring customer’s
satisfaction indexes, customer perception should be
definitely a key consideration. Qualified services in the
operation execution, technical management and business
development are necessary. It is more important to
understand customer expectations and make efforts to
exceed their expectations. In customer satisfaction
management, the biggest challenge is customer perception

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management, or customer perception satisfaction. The major


characteristics of service is intangible, hence the core value of
services is not like a physical product but the spiritual
experience and perception of customers. The final aim and
ideal effect of the service provisioning is to have customers
perceive and enjoy the service. Such perception is both at
psychological and behavior levels, and it is the contents of
high quality in the modern society. Customers are seeking for
materials deliverables as well as perceptive enjoyment when
purchasing a service product. Since perceptive enjoyment is a
vital service objective, one of the key service management
objectives shall be meeting customer’s perceptive enjoyment.

32. P. S. Ravindra (et al.) (2013)37 -This study attempts to


analyze and compare the perceptions of customers towards
service quality of reputed shopping Malls in Visakhapatnam
District with a sample of 50 each from three retail outlets
namely CMR shopping Mall, Big Bazar and Spencer
Shopping Mall and totally of 150 respondents from the
population selected randomly. Data from structured
questionnaire was analyzed by using Percentage analysis,
ANOVA and four point Likert scale.

33. Ankita Srivastava and Sanjay Shankar Mishra


(2013)38 - Big Bazaar of India needs to focus more on its
responsiveness attribute to improve the satisfaction level of
youth customers, whereas the gap is minimum least for the
tangibility shows better emphasis on this factor as compared

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to the other factors. Big Bazaar should emphasize on


improving its rating as this is a very important parameter for
performance. The GAP model depicts the overall perception
score of Big Bazaar using RATER dimensions. It shows that
Big Bazaar is not focusing equal on every factor which is
important for customers as suggested by the high difference
in scores on certain dimensions. It shows that Big Bazaar
needs to make substantial effort like training, motivation etc
to improve their score on responsiveness dimension as it is
an important criterion for customer service.

34. S. Pugalanthi (2013)39 - An important aspect of the


current economic scenario in India is the emergence of
organized retail. There has been considerable growth in
organized retailing business in recent years and it is poised
for much faster growth in the future. Major industrial houses
have entered this area and have announced very ambitious
future expansion plans. Transnational corporations are also
seeking to come to India and set up retail chains in
collaboration with big Indian companies. However, opinions
are divided on the impact of the growth of organized retail in
the country. This paper attempts at providing a retailing
scenario in India and scope for future research in this area.

35. Manish Khare (2013)40 -This study traces the economic


progress made by India’s Retail Sector in the planning era,
and the emerging issues under globalization. It examines the
socio-economic magnitudes, problems and challenges of the

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country as well as the pitfalls in FDI planning in India. The


paper also makes some policy suggestions to address the
constraints in promoting sustainable FDI in India. In view of
some of short coming observed in the SWOT analysis, FDI in
retailing is going to attract retail players by Indian
Government, but India should welcome them with a talented
pool of human resources by promoting institution imparting
knowledge in retailing. Protection must be given to Indian
small and medium retailers as retailing is their source of live
hood.

36. Medha Kanetkar (2013)41 - Organized retailers actually


work as a retail outlet catering to varied needs of the
customers. The purchasing pattern of the customer has
changed recent days. Customer’s buying behaviour is
influenced by social factors, such as the group to which the
customers belong and social status. In a group, several
individuals may interact to influence the purchase decision.
Change in consumption pattern is due to outsourcing
business per capita, income of middle age, population in big
cities is rising rapidly and easier access to credit. Retail
shopping space is also growing exponentially and has
increased to 54 million square meters. The development of
organized shopping malls has literally been a revolution in
India. Retailing is one of the largest business activities in
India and one of the largest sources of employment in the
country. Due to drastic change in the behavior of the
consumer, in the view of growing economy, earning capacity,

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less time and fast track life the emerging challenge for the
retail in India and in Nagpur city is to maintain the quality in
competitive rate structure.

37. M. Dhanabhakyam and A. Shanthi (2014)42 - This


study provides detailed information about the growth of
retailing industry in India. It examines the growing
awareness and brand consciousness among people across
different socio-economic classes in India and how the urban
and semi-urban retail markets are witnessing significant
growth. It explores the role of the Government of India in the
industries growth and the need for further reforms. In India
the vast middle class and its almost untapped retail industry
are the key attractive forces for global retail giants wanting to
enter into newer markets, which in turn will help the India
Retail Industry to grow faster. The study includes growth of
retail sector in India, strategies, strength and opportunities
of retail stores, retail format in India, recent trends, and
opportunities and challenges. It also concludes with the likely
impact of the entry of global players into the Indian retailing
industry. It also highlights the challenges faced by the
industry in near future.

38. M. Raja and M. I. Saifil Ali (2014)43 - Retailing occupies


a pre – eminent position in all economies. Retailing includes
all those activities that involve the sale of goods and services
to ultimate consumers for personal, family and household
use. Changes in Indian retailing have been constant but the
pace of development is fast over past few years. One such

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change is the emergence of private labels on the shelves of


retailers which becomes the integral part of retailing. Private
label products or services are typically those manufactured or
provided by one company for offer under another company’s
brand. Private label goods and services are available in a
wide range of industries from food to cosmetics to web
hosting. They are often positioned as lower cost alternatives
to regional, national or international brands, although
recently some private label brands have been positioned as
“premium” brands to compete with existing “name” brands.
Organized retail is a big revolution to Indian economy, which
not only contribute national brands and also private label
brands. So it is necessary to understand the customer
perception towards private label brands in a retail store. This
paper throws lights on the factors which influence the
customer perception towards private labels and to analyze
the customer expectation towards private labels using Big
Bazaar as a platform.

Thus, a review of previous studies in the area of Retail


Marketing with reference to Big Bazar reveals that research on
Innovative Marketing Practices in Retail Marketing Sector has
been more limited. In this study, the researcher has described its
marketing strategies and promotional activities. The study is based
on the effective marketing strategy which influences customer to
purchase a product of Big Bazaar’ helps to understand the effect
of marketing strategy which is responsible for attracting customer
towards big bazaar. The research was carried out as per the steps of

Chapter No. 02: Research Methodology and Review of Literature. Page 102
A Study of Innovative Marketing Practices In Retail Marketing
Sector with Special Reference to Big Bazaars in Maharashtra State.
2015

Marketing Research. The well supportive objectives were set for


the study. To meet the objectives primary research was
undertaken. The data collection approach adopted was
experimental research. Big Bazaar is the fastest growing and most
successful Retail chain in India. Big bazaar is the first retail chain
to be started in India and is the largest until now. In the later part
of the study the researcher applied 4P’s marketing strategy to show
that how Big Bazaar has reached from introduction stage to growth
stage and observed via some points that this company is right now
in growth stage of Product Life Cycle model. The researcher also
analyzed the SWOT showing how this company made its brand
more effective. The study also described some suggestions to
improve its brand image towards customers.

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