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A STUDY ON THE EFFECTIVENESS OF PROMOTION SCHEMES OFFERED BY BIG BAZAAR , EXPRESS AVENUE , CHENNAI.

COLLEGE GUIDE : Prof. R.PALANISAWMY. COMPANY GUIDE : Mr.KARANTHI.

Industry - Retail
Retail, one of the hot sector in India. Growth rate of retail industry is 13.3% The market share of the organized players is 12%. Because rest 88% are by unorganized players ,like small super markets. There are more than 12million retails running all over India.

Competitors of Big Bazaar


Shoppers Stop. More Store. Reliance Fresh. Vishal Mega Market. Spencers Local Players like Saravana stores etc.

Big Bazaar
Type Founded Headquarters Industry Promoter Parent India Ltd. Punch line : : : : : :
:

Hypermarket 2001 Jogeshwari, Mumbai Retail Kishore Biyani Pantaloons Retail


Is se sasta aur accha kahin nahi !

Arrival of the problem


Time. April May. The Great Indian Shopping Festival.

Statement of the problem

They were in need of the Satisfaction level of the customers in the particular promotion scheme. And the overall awareness the customer have and the availing strength of customers.

Objective
To

analyze the satisfaction level of customers in THE GREAT INDIAN SHOPPING FESTIVAL. To analyze i) How much percentage of customers are aware of the all the promotion schemes given by Big Bazaar. ii) How much of them have availed those promotions.

Research Methodology
Research

Design Research Method Sampling Method Statistical Tools Used

Research Design
Descriptive research design. To describe characteristics of a population or a phenomenon. To determine the answers to who, what, when, where and how questions. To analyze the segment and target markets. To analyze the characteristics of the customers.

Research Method
Survey method. To collect Primary data through survey. The survey method is a research technique in which information is gathered from a sample of people using a questionnaire.

Sampling Method
Non-probability sampling- Convenience sampling Sample size 150. Sampling Unit- Respondents. - A respondent is any individual or company from or about whom data is collected or is approached for interview

Statistical Tool Used


Percentage Analysis. Cross Tabulation.

Analysis

F R E Q U E N T C U S T O M E R S

Frequency Valid Yes 134

Valid Percent 89.3

Cumulative Percent 89.3

No
Total

16
150

10.7
100.0

100.0

% Of Customers
11%

89%

YES NO

How Frequent..?
Once in a week 5% 19% once in 3months 30% once in fortnight rarely ( more than 3 months) 7% 29% once in a month

Ranking of Awareness in Customer about each promotions


RANKING PROMOTIONS PRICE MELA (72%) EXCHANGE MELA (61%) WEDNESDAY BAZAAR (52%) MONTHLY SAVING BAZAAR (37%) FUTURE GROUP (24%) PEHALIC THARIC (11%) BIG DAY ( - ) POWER OF 10 ( - )

1 2 3 4 5 6 7 8

Availing strength of customers


Promotions
Pehalic Tharic Monthly Saving Bazaar Wednesday Bazaar Price Challenge Exchange Mela Future Group Family Festival Big Day Power of 10

Availing Strength of customers


YES 13% 43% 60% 72% 47% 62% ----NO 88% 57% 40% 28% 53% 38% -----

Rating of customers for each promotions..


Power of 10 Big Day 74% Exchange Mela 4% Price Challenge Wednesday Bazaar Monthly Saving Bazaar Pehalic Tharic 54% 34% 18% 6% 39% 68% 53% 100% 0% 20% 40% 60% 80% 100% 26% 42% 27% 12% 35% poor average good very good excellent

Customer Satisfaction in The Great Indian Festival.

8% 17%

9% 36% very much satisfied satisfied neutral dissatisfied very much dissatisfied

30%

FINDINGS
On an average 88% are frequent shoppers of Big Bazaar. Among them maximum of the customers shop in Big Bazaar once in a week and once in a months. At the maximum the customers are only aware of Price challenge and Exchange Mela.

Continued..
As said above the Price Challenge (72%), Wednesday Bazaar (60%) and the Exchange Mela plays the major role among the Customers when comparing with other promotional schemes. 66% of customers are Satisfied with The Great Indian Shopping Festival.

SUGGESTIONS
If Big Bazaar uses a separate activity to make its customers aware of their promotional schemes, then that would surely increase the satisfaction level of customers. When the satisfaction level increases which inturn will automatically increase the sales.

CONCLUSION

Big Bazaar has the maximum of 88% of frequent shoppers. And most of the customers are aware of the promotions but the strength of availing the schemes are only less comparing to the awareness. Most of the customers, about 66% that is more than half the percentage are satisfied by the Great Indian Shopping Festival conducted during the April to May

Thank You

BRINTHIA.R MB12B08 1035F0932

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