suriya project report.docx

8/17/2019 SuriYa Project Report.docx

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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 pan that evauates the strategic roes of a variety

of communication discipines and combines these discipines to provide carity! consistency

and maimum communication impact.# The primary idea behind an IMC strategy is to create

a seamess eperience for consumers across different aspects of the marketing mi. The

brand$s core image and messaging are reinforced as each marketing communication channe

%orks together as parts of a unified %hoe rather than in isoation.

&ften! this "one size fits a" approach %as costy and uninformative due to the ack of toos for measuring resuts in terms of saes. 'ut as methods for coecting and anayzing

consumer data through singesource technoogy such as store scanners improved! marketers

%ere increasingy abe to correate promotiona activities %ith consumer purchasing patterns.

Companies aso began to do%nsize their operations and epand marketing tasks %ithin their

organizations. Advertising agencies %ere aso epected to understand and provide a

marketing functions! not ust advertising! for their cients.

Today! corporate marketing budgets are aocated to%ard trade promotions! consumer

promotions! branding! pubic reations! and advertising. The aocation of communication

budgets a%ay from mass media and traditiona advertising has raised the importance of IMC

importance for effective marketing. *o%! marketing is vie%ed more as a t%o%ay

conversation bet%een marketers and consumers. This transition in the advertising and media

industries can be summarized by the foo%ing market trends.

A SHIFT FROM MASS MEDIA ADVERTISING TO MULTIPLE FORMS OF

COMMUNICATION

The gro%ing popuarity of more speciaized (niche) media! %hich considers

individuaized patterns of consumption and increased segmentation of consumer

tastes and preferences.

+erformancebased compensation %ithin organizations! %hich heps increase saes

and benefits in companies.

A arger focus on deveoping marketing communications activities that produce vaue

for target audiences %hie increasing benefits and reducing costs.

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THE TOOLS OF INTEGRATED MARKETING COMMUNICATIONS

The IMC process generay begins %ith an integrated marketing communications pan

that describes the different types of marketing! advertising! and saes toos that %i be used

during campaigns. These are argey promotiona toos! %hich incude everything from search

engine optimization (,-&) tactics and banner advertisements to %ebinars and bogs.

Traditiona marketing communication eements such as ne%spapers! biboards! and

magazines may aso be used to inform and persuade consumers. Marketers must aso decide

on the appropriate combination of traditiona and digita communications for their target

audience to buid a strong brandconsumer reationship. egardess of the brand$s

promotiona mi! it is important that marketers ensure their messaging is consistent and

credibe across a communication channes.

BENEFITS OF INTEGRATED MARKETING COMMUNICATIONS

/ith so many products and services to choose from! consumers are often

over%hemed by the vast number of advertisements fooding both onine and offine

communication channes. Marketing messages run the risk of being overooked and ignored

if they are not reevant to consumers$ needs and %ants.

&ne of the maor benefits of integrated marketing communications is that marketers

can ceary and effectivey communicate their brand$s story and messaging across severa

communication channes to create brand a%areness. IMC is aso more costeffective than

mass media since consumers are ikey to interact %ith brands across various forums and

digita interfaces. As consumers spend more time on computers and mobie devices!

marketers seek to %eave together mutipe eposures to their brands using different touch

points. Companies can then vie% the performance of their communication tactics as a %hoe

instead of as fragmented pieces.

The other benefit of integrated marketing communications is that it creates a

competitive advantage for companies ooking to boost their saes and profits. This is

especiay usefu for sma or midsized firms %ith imited staff and marketing budgets. IMC

immerses customers in communications and heps them move through the various stages of

the buying process. The organization simutaneousy consoidates its image! deveops a

diaogue! and nurtures its reationship %ith customers throughout the echange. IMC can be

instrumenta in creating a seamess purchasing eperience that spurs customers to becomeoya! ifeong customers.

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1.2 INDUSTRY PROFILE

RETAILING

The %ord 0retai1 is derived from the 2rench %ord 0retaier1! meaning 0to cut a piece

off1 or 0to break buk1. In simpe terms! it impies a firsthand transaction %ith the customer.

etaiing invovers a direct interface %ith the customer and the coordination of

business activities right from the concept or design stage of a product or offering to its

deivery and postdeivery service to the customer. The industry has contributed to the

economic gro%th of many countries and is undoubtedy one of the fastest changing and

dynamic industries in the %ord today.

etai is the process of seing consumer goods and3or services to customers through

mutipe channes of distribution to earn a profit. 4emand is created through diverse target

markets and promotiona tactics! satisfying consumers$ %ants and needs through a ean suppy

chain. In the 5666s! an increasing amount of retaiing is done onine using eectronic payment

and deivery via a courier or posta mai. etaiing incudes subordinated services! such as

deivery. The term "retaier" is aso appied %here a service provider services the sma orders

of a arge number of individuas! rather than arge orders of a sma number

of %hoesae! corporate or government cientee. ,hops may be on residentia streets! streets

%ith fe% or no houses! or in a shopping ma. ,treets may be for pedestrians ony. ,ometimes

a shopping street has a partia or fu roof to create a more comfortabe shopping environment protecting customers from various types of %eather conditions such as etreme temperatures!

%inds or precipitation. &nine retaiing! a type of eectronic commerce used for businessto

consumer ('5C) transactions and mai order ! are forms of nonshop retaiing.

,hopping generay refers to the act of buying products. ,ometimes this is done to

obtain fina goods incuding necessities such as food and cothing7 sometimes it is done as

a recreationa activity. ecreationa shopping often invoves %indo% shopping (ust ooking!

not buying) and bro%sing and does not a%ays resut in a purchase.

etai comes from the &d 2rench %ord taier! %hich means "to cut off! cip! pare!

divide" in terms of taioring (89:;). It %as first recorded as a noun %ith the meaning of a

"sae in sma


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stores. This kind of market is very od! and countess such markets are sti in operation

around the %hoe %ord.

In some parts of the %ord! the retai business is sti dominated by sma famiyrun stores!

but this market is increasingy being taken over by arge retai chains. Most of these stores are

caed high street stores. ?raduay high street stores are being regrouped in condensed

geographica areas aong specific streets or districts such as the Magnificent Mie in Chicago!

Iinois or at singe ocations caed mas. These are more defined and panned spaces for

retai stores and brands.

TYPES BY PRODUCTS

etai is usuay cassified by the foo%ing type of products@

2ood products typicay re


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companies such as TB Companies (&%n T.B. Ma and Marshas) and oss ,tores are

discount store operations increasingy offering fashion oriented brands on a arger scae.

WAREHOUSE STORE

/arehouses that offer o%cost! often highocker ! and The 'ody ,hop! %hie others might be sma!

individua shops such as *utters of ,evie o%. ,uch stores! regardess of size! tend to have

a greater depth of the speciaist stock than genera stores! and generay offer speciaist

product kno%edge vaued by the consumer. +ricing is usuay not the priority %hen

consumers are deciding upon a speciaty store7 factors such as branding image! seection

choice! and purchasing assistance are seen as important. They differ from department

stores and supermarkets %hich carry a %ide range of merchandise.

BOUTIQUE

'outi


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is >$&CCITA*- en +rovence. The imited size and offering of >$&CCITA*-$s stores are too

sma to be considered a speciaty store proper.

GENERAL STORE

A genera store is a rura store that suppies the main needs for the oca community.

CONVENIENCE STORE

A convenience store provides imited amount of merchandise at more than average

prices %ith a speedy checkout. This store is idea for emergency and immediate purchase

consumabes as it often %orks %ith etended hours! stocking every day.

HYPERMARKETS

+rovides variety and huge voumes of ecusive merchandise at o% margins. The

operating cost is comparativey ess than other retai formats.

SUPERMARKET

A supermarket is a sefservice store consisting mainy of grocery and imited

products on nonfood items. They may adopt a i>o or an -4>+ strategy for pricing. The

supermarkets can be any%here bet%een 56!666 and =6!666 s


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They accept the payment for the product but the customer receives the product directy from

the manufacturer or a %hoesaer. This format is idea for customers %ho do not %ant to trave

to retai stores and are interested in home shopping.

VENDING MACHINE

A vending machine is an automated piece of e


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1. COMPANY PROFILE

2uture ?roup is an Indian private congomerate! headtd

(+I>)) and 2uture >ifestye 2ashions! t%o operating companies of 2uture ?roup! are among

the top retai companies isted in ',- %ith respect to assets! and in *,- %ith respect

to capitaization.

&n May 5685! 2uture ?roup announced ;6.8G stake sae of its fashion

chain +antaoons to Aditya 'ira ?roup in order to reduce its debt of around I* H666 Crore.

To do so! +antaoons fashion segment %as demerged from +antaoons etai India >td7 the

atter %as then merged to another subsidiary 2uture Daue etai >td and rechristened 2uture

etai >td.

COMPANY OVERVIEW

'ig 'azaar +vt.! >td operates a hypermarket that offers fashion and genera

merchandise such as home furnishings! utensis! crockery! cutery! sports goods! eectronics!

toys! foot%ear! men$s and %omen$s appare! accessories such as sungasses! %atches! and

handbags! uggage! fruits! vegetabes! and stationary products. The company ses its products

through its retai stores ocated nation%ide. 'ig 'azaar +vt.! >td %as founded in 5668 and is

based in Mumbai! India. The company operates as a subsidiary of 2uture etai >imited.

8

https://en.wikipedia.org/wiki/Conglomerate_(company)https://en.wikipedia.org/wiki/Mumbaihttps://en.wikipedia.org/wiki/Mumbaihttps://en.wikipedia.org/wiki/Mumbaihttps://en.wikipedia.org/wiki/Big_Bazaarhttps://en.wikipedia.org/wiki/Big_Bazaarhttps://en.wikipedia.org/wiki/Fast-moving_consumer_goodshttps://en.wikipedia.org/wiki/Fast-moving_consumer_goodshttps://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttps://en.wikipedia.org/wiki/National_Stock_Exchange_of_Indiahttps://en.wikipedia.org/wiki/Pantaloons_Fashion_%26_Retailhttps://en.wikipedia.org/wiki/Aditya_Birla_Grouphttps://en.wikipedia.org/wiki/Conglomerate_(company)https://en.wikipedia.org/wiki/Mumbaihttps://en.wikipedia.org/wiki/Big_Bazaarhttps://en.wikipedia.org/wiki/Fast-moving_consumer_goodshttps://en.wikipedia.org/wiki/Bombay_Stock_Exchangehttps://en.wikipedia.org/wiki/National_Stock_Exchange_of_Indiahttps://en.wikipedia.org/wiki/Pantaloons_Fashion_%26_Retailhttps://en.wikipedia.org/wiki/Aditya_Birla_Group


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KEY E!ECUTIVES FOR BIG BAAAR PVT.# LTD

MR. SADASHIV NAYAK

+resident and Chief -ecutive &fficer

Age@ =;

MR. KISHORE LA!MINARAYAN BIYANI B.C$%.# PGD

2ounder

Age@ ;;

MR. RAKESH BIYANI

4irector

Age@ =9

KISHORE BIYANI

MANAGING DIRECTOR

Kishore 'iyani is the Managing 4irector of 2uture etai >td and the ?roup Chief

-ecutive &fficer of 2uture ?roup. Considered a pioneer of modern retai in India! Kishore1s

eadership has ed 2uture etai1s emergence as India1s eading retaier operating mutiperetai formats that cater to the entire basket of Indian consumers.

Kishore 'iyani ed the company1s foray into organized retai %ith the opening of the

+antaoons famiy store in 8F. This %as foo%ed in 5668 %ith the aunch of 'ig 'azaar! a

uniogistics

and Media.

Kishore biyani advocates 0Indianness1 as the core vaue driving the group and the

corporate credo 0e%rite ues! etain Daues.1

eguary ranked among India1s most admired C-&s! he is the author of the book It

appened in India. e has %on numerous a%ards from government bodies and the private

sector in India and abroad and is on the board of a number of bodies! incuding the *ationa

Innovation 2oundation in India and the *e% Lork 2ashion 'oard.

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RAKESH BIYANI

&OINT MANAGING DIRECTOR

M. AK-, 'ILA*I is a Boint Managing 4irector of 2uture etai >imited. e

has been associated %ith the company for over 56 years.

In his eecutive roe as the Boint Managing 4irector! Mr. akesh 'iyani eads the

management and epansion of the company1s fagship formats! Centra! 'ig 'azaar and 2ood

'azaar. akesh is activey invoved in Category Management7 etai stores operations and

Information Technoogy.

akesh has done an Advanced Management +rogram course from arvard and is a

commerce graduate from Coege! 'ombay.

VI&AY BIYANI

E!ECUTIVE DIRECTOR

DIBAL 'ILA*I is an -ecutive 4irector of the Company. e brings more than 5;

years of eperience in tetie! yarn and readymade appares business. e is activey invoved

in the financia and administrative functions of the Company.

OVERVIEW

As India1s eading retaier! 2uture etai inspires trust through innovative offerings!


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fashion and genera merchandise! incuding home furnishings! utensis! crockery! cutery!

sports goods and much more at prices that %i surprise you. And this is ust the beginning.

FASHION AT BIG BAAAR

2ashion at 'ig 'azaar has been the face of affordabe fashion destinations in India

since 566H. /ith a mission to make India Thoda aur styish! its phiosophy reinstates the fact

that it doesn1t cost much to be styish %ith 2''. It beieves in aspirationa vaue fashion.

2rom business meeting to casua resort %ear! from versatie ethnics to comfortabe

home %ear! 2'' creates ecusive merchandise for its audience under its o%n private abes.

/ith a %ide variety to choose from! 2'' has something in store for everyone.

2'' targets a youthfu audience in India that %ishes to stay synonymous %ith current

trends. The brand spreads across a the metro cities! mini metros and aso penetrates %e in

tier II cities.FOOD BAAAR

2ood 'azaar invites you for a shopping eperience in a uniaunched in May 5688 in Mumbai! 2ood ha is a premium ifestye food destination

that targets the %etraveed urban Indian consumers %ho ove to eperiment %ith goba

cuisine and promises to epose customers to the net eve of food retaiing. Currenty 2ood

ha is present in Mumbai! 'engauru! *e% 4ehi! +une and ?urgaon.

This store designed for foodies# is a one N stop shop for food overs and offers

everything under one roof! right from daiy essentias! eotic favors! secret ingredients to

premium kitchen accessories.

2ood ha offers an assortment of fresh and packaged foods and covers internationa

and panIndian cuisine. 2rom ,%iss truffes and camembert cheese to sourdough breads and

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eotic berries from -urope! 2ood ha %ith its ehaustive range of offering proves to be a

onestop store for the curious and passionate sous %ho ove to treat their taste buds %ith

something ne% each time.

/e stocked in fresh produce! dairy and packaged foods! this den for food enthusiasts

boasts of an etensive frozen section and a good deicatessen seing cheese and poutry. &ne

can aso choose from their impressive array of breads! snacks! desserts and savories! both

Indian and internationa.

2ood ha aso caters to a the dining and cooking needs of customers %ith an array of

kitchen accessories.

2ood ha %ith its array of ecusive offerings and an inviting environment %ith

%ooden dOcor! %arm ights and food visuas couped %ith superior customer service and

innovative dispay of food promises to create a compete sensory eperience %hich %iensure an eperientia! soutions oriented and most peasurabe shopping eperience.

HOME SOLUTIONS - COMPLETE HOME MAKING SOLUTIONS

HOMETOWN

ometo%n is a uniighting

-ectronics

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2urnishings and Accessories

The format aso offers a oneofitskind 4esign and 'uid service that encompasses

eperienced designers %ho hep design the home! and a team of skied technicians for

services ike carpentry! fooring and tie instaation! pumbing! sanitary %are instaation!

painting and %apaper! eectrica fittings and much more. 4esign and 'uid is feibe!

transparent and easy on the pocket.

E-ONE

At -zone! %e beieve that it1s not ony about providing the atest eectronics but

giving ifestye soutions depending on the needs of our customers. /e ive in an age %here

the ifestye

2ashions.

P

/ith these many fashion outets and supermarket! the group aso promotesrespectivey! its fashion brands ike Indigo *ation! ,pading! >ombard! 'are etc.! and 2MC?s

ike Tasty Treat! 2resh Q +ure! Cean Mate! -ktaa! +remium arvest! ,uch etc. It aso has

operating companies to cater specificay to interna financia matters and consuting %ithin

its group of companies.

&OINT VENTURE PARTNERSHIP

GENERALI GROUP

?enerai is an Itaian insurance company! having business in India through a oint

venture %ith 2uture ?roup under the brand name 2uture ?enerai Insurance. 2uture ?enerai

operates in India having through t%o primary ega entities namey ?enerai India >ife

Insurance Co. >td. (>ife Insurance) and ?enerai India Insurance Co. >td. (*on>ife

Insurance). ,ince 5689! 2uture ?enerai hed taks of a possibe merger %ith >arsen Q

13

https://en.wikipedia.org/wiki/Corporate_grouphttps://en.wikipedia.org/wiki/Big_Bazaarhttps://en.wikipedia.org/wiki/Central_(Hypermarket)https://en.wikipedia.org/wiki/Assicurazioni_Generalihttps://en.wikipedia.org/wiki/Larsen_%26_Toubrohttps://en.wikipedia.org/wiki/Corporate_grouphttps://en.wikipedia.org/wiki/Big_Bazaarhttps://en.wikipedia.org/wiki/Central_(Hypermarket)https://en.wikipedia.org/wiki/Assicurazioni_Generalihttps://en.wikipedia.org/wiki/Larsen_%26_Toubro


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Toubro >td to form a genera insurance company but a year ater! on 55 Apri! 2uture ?roup

backed out of merger eading to premature cosure of the taks.

STAPLES INC.

,tapes Inc.! a Enited ,tatesbased office suppy retaier! has a presence of over nine

cities in India under the oint venture %ith 2uture ?roup. As of Apri 5689! 2uture ?roup has

:6G stake in the partnership.

CELIO

2rench fashion Ceio entered Indian markets in 566H through a ;6@;6 oint venture

%ith 2uture ?roup$s then etai hand! +antaoons etais India >td (no% 2uture etai

>td).&n *ovember 5689! Ceio hiked its stake in the oint venture to :;G

CLARK

CQB Cark Internationa >td. is a EKbased foot%ear and accessories retaier. The

2uture ?roup has entered into a ;6@;6 ointventure (BD) to form $Carks 2uture 2oot%ear

>td$. The BD aunched its first (8!:66 s


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1.( PRODUCT PROFILE

'ig 'azaar +roduct +ortfoio 4etermines Its Darieties 2rom The 2oo%ing Tabe.

FASHION (fashion at 'ig 'azaar)

MEN)

>-- C&&+-

4-*IM

4B Q C

K*I?T&&4

LADIES

,+E*K,

4B Q C

+IMA4IDA

>-- C&&+-

KIDS

>-- C&&+-

+I*K Q '>E-

CT--

,ACI

HOME FASHION

CA+-T,

CETAI*,

+I>>&/,

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'-4 ,--T,

'-AM 'A?

GENERAL MERCHANDISE FASHION

>E??A?-

'A*4,( CAM+I&*! E,A! *IK-)

2&&T/-A

T&L, A*4 ,+&T,

,TATI&*AL

GENERAL MERCHANDISE

+astics

Etensis

Crockery

+ates

Cups

'o%s

4inner sets

ELECTRONICS *S%+,, +,+/03

>?

ITACI

K&L&

'ABAB

AC ,MIT

,AM,E*?

+I>I+,

E,A

+--TI

FOOD BAAR

16


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C45 6$/

CI*-,-

TAI

ITA>IA*

C&*TI*-*TA>

M-ICA*

G$,7/ 4+89:

C&&KI*? &I>

C--A>,

4A>,

+E>,-,

,+IC-,

D8; 58


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1.>.2 SECONDARY OB&ECTIVE

To study the demographic characteristics of 'ig 'azaar customers.

To study the purchase behavior pattern of 'ig 'azaar customers.

To evauate the satisfaction eve on various features of saes associates at 'ig

'azaar.

To measure the effectiveness of advertisements of 'ig bazaar.

To ascertain the effectiveness of saes promotion programs offered at 'ig 'azaar.

To determine the pubicity programs that infuences the image of 'ig 'azaar.

To anayze the probems faced by customers during saes promotion period in big

bazaar

To evauate the satisfaction eve on home deivery faciities associates at 'ig

'azaar.

1.? NEED OF THE STUDY

The need of the study is!

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To anayze the effectiveness of Integrated Marketing Communication.

To find %hich medium of advertisement is communicated effectivey to attract the

attention of the audience.

To understand the importance of pubicity programs in improving the company1s

image and the responsibiities to ensure trust of peope.

To kno% ho% customers are benefited and handed by saes associates regarding

offers and promotiona activities at 'ig bazaar.

The findings and suggestions of this %i be hepfu to the organization in making

market panning and aso enrich the saes in phoeni! big bazaar.

1.@ SCOPE OF THE STUDY

The main scope of the study is!

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To find ho% does customers are a%are about the company offers and its product

detais.

The company can use the study as feedback.

etaiers can use the study for updating the store.

A student may use the study for the hep of his3her thesis.

1. LIMITATIONS OF THE STUDY

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Carrying the survey %as generay earning eperience for me but I aso faced some

chaenges %hie coecting primary data.

These are isted beo%

4ue to time constraint! the research %as imited to 9 months! because of this time

constraints imited resources %ere investigated.

?eneray at first the respondents %ere very busy in their %ork and %ere not interested

in responding.

The size of the sampe is o% %hen compared to the tota popuation.

4ue to insufficient data provided by respondent 886 responded data are used for

anaysis.

CHAPTER 2

2.1 REVIEW OF LITERATURE

2.1.1 MARKETING COMMUNICATIONS

Marketing communication are messages and reated media used to communicate %ith

a market. Marketing communications is the promotion part of the "marketing mi" or the

"four +s"@ price! pace! promotion! and product. It can aso refer to the strategy used by a

company or individua to reach their target market through various types of communication.

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2.1.2 COMMUNICATION PROCESS

The communication process is Psenderencodingtransmission device (channe)

decodingreceiverS! %hich is part of any advertising or marketing program. -ncoding the

message is the second step in communication process! %hich takes a creative idea and

transforms it into attentiongetting advertisements designed for various media (teevision!

radio! magazines)! and others. Messages trave to audiences through various transmission

methods. The third stage of the marketing communication process occurs %hen a channe or

medium deivers the message. 4ecoding occurs %hen the message reaches one or more of the

receiver$s senses. Consumers both hear and see teevision ads. &thers consumers hande

(touch) and read (see) a coupon offer.

&ne obstace that prevents marketing messages from being efficient and effective is caed

barrier. 'arrier 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 cutter.

2.1. MARKETING COMMUNICATION MI!

Marketing is a broad business function that incudes product research and

deveopment! merchandising and distribution processes and pricing! as %e as

communication or promotion. The communication mi refers to specific methods used to

promote the company or its products to targeted customers. ,ome depictions of the

promotiona mi incude five eements! %hie others add a sith event sponsorship.

2.1.( ADVERTISING

Advertising is often the most prominent eement of the communication mi. In fact!

marketing and advertising are often misconstrued as the same thing. Advertising incudes a

messages a business pays to deiver through a medium to reach a targeted audience. ,ince it

invoves the maority of paid messages! companies often aocate significant amounts of the

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marketing budget to the advertising function. /hie it can be costy! the advertiser has

utimate contro over the message deivered! since it pays the teevision or radio station! print

pubication or %ebsite for pacement.

2.1.> PERSONAL SELLING

+ersona seing is sometimes integrated %ith the direct marketing eement. o%ever!

many companies make such etensive use of a saes force that it is important to consider this

component distincty. 4istribution channe suppiers use saespeope to promote products for

resae to trade buyers. etai saespeope promote the vaue of goods and services to

consumers in retai businesses. ,eing is more emphasized by companies that se higherend products and services that re


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2.1. DIRECT MARKETING

4irect marketing incudes some aspects of both saes promotions and persona seing.

It is interactive communication %ith customers %here the company$s message seeks or

impores a response from targeted customers. -mai and direct mai are common formats.

These messages are sent to customers %ith specia offers or cas to action! often promoting

imitedtime deas or ne% product aunches. Maiorder cubs! onine or print surveys and

infomercias are other eampes of direct marketing communication.

2.1. EVENT SPONSORSHIP

-vent sponsorship is the eement sometimes eft out of the fiveeement

communication mi. Many modes incude it %ithin advertising. -vent sponsorship occurs

%ith a company pays to have a presence at a sports! entertainment! nonprofit or community

events. The sponsorship may incude a mi of benefits incuding booth representation during

the event to hand out sampes! gifts and iterature! name mention during the event and ad

spots connected to the event.

2.1.1 CELEBRITY ENDORSEMENT

Ese of ceebrities as part of marketing communications strategy is a fairy common

practice for maor firms in supporting corporate or brand imagery. 2irms invest significant

monies in utaposing brands and organizations %ith endorser


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CHAPTER

.1 RESEARCH METHODOLOGY

esearch methodoogy is a %ay to systematicay sove the research probem. In

research it1s the responsibiity of researcher is to epose the research decisions to evauation

before they are impemented.

.1.1 RESEARCH PROCESS

esearch process is a systematic manner in %hich %e approach their area of study to

produce kno%edge %hich the community %i consider to be %orth%hie %ithin the fied.

The first step in the research process is to identify the topic of study. The most effective %ay

to do this is to %ork %ith a research


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The esearch process may be cassified into three stages. +rimary stage! ,econdary stage and

tertiary stage

.1.2 PRIMARY STAGE

In


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esearch starts %ith observation! %hich eads to curiosity to earn more about %hat

has been observed. The observation method is %idey used mainy because of simpicity!

usefuness in the framing the possibiity the hypothesis! its accuracy7 the possibiity of getting

convincing resuts! the possibiity of the rest of vaidity etc. to be precise! observation tends to

the basic of any research.

.2 RESEARCH DESIGN

&nce the proposa is approved! the researcher has a foundation for deveopment of the

research design. The pan for conducting the research is the research design. There are t%o

genera forms of research design! namey noneperimenta (epostfacto) and eperimenta.

In a noneperimenta design! the researcher does not contro or ater any of the independent

variabes. The researcher merey studies eisting situations! variabes! and the interreation

among variabes and reports the resuts of his or her findings. The t%o maor non

eperimenta designs are fied studies and surveys. 2ied studies combine iterature revie%

and possiby anaysis of some case studies.

.2.1 THE RESEARCH QUESTION

Managers$ needs for information are the primary source of probem definition and the

research


28/65

managers %hat they shoud epect from the research. It is a contract bet%een the managers

and the researcher. 2or instance! if a company %ants to kno% the degree to %hich its ne%

incentive program is effective in improving empoyee performance! then the consutant or

empoyee conducting the research %i create a proposa that indicates to that company ho%

the


29/65

,econdary data refer to data gathered by others or from other studies. ,econdary data

is generay ess costy and ess time consuming than gathering primary data! typicay is

accumuated before primary data is gathered! and may even hep determine the course by

%hich primary data is pursued.

.(. DATA ANALYSIS

esearch provides data! and it is the task of the researcher to transform the coected data

into usefu information for management. The first step in data anaysis is preparing the data

by editing it for severa factors! incuding@

Competeness checking for any omissions.

>egibiity making sure that hand%riting is understandabe so that ans%ers %i be

coded correcty.

Comprehensibiity making sure the ans%er is understandabe.

Consistency checking for consistent ans%ers from the respondent.

Eniformity checking to see that responses are recorded in the same manner.

.(.( QUESTIONNAIRE

The basic re


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After anayzing the data hypothesis testing is done. It %i resut in either accepting or

reecting the hypothesis.

.>.2INFERENCE

After teing the hypothesis! the researcher comes out %ith its concusion. The

epanation of theory can aso be considered as inference.

.>. RESEARCH REPORT

The research report can be as simpe as a short report of a fe% pages giving the

overa findings of the research! or it can be a ong report %ith numerous parts. The degree of

formaity re.( FINDINGS

This section is probaby one of the most important parts of the research report.

+rovided in this section %oud be the resuts of the data anayses and epanation of a the

findings. At this point! a the ra% data have been anayzed and converted to meaningfu

information for management$s use. This is the section %here the origina research .> SUMMARY AND CONCLUSIONS

A concise yet precise summary of maor findings %i be incuded in this section!

foo%ed by any recommendations that the researcher considers important and meaningfu.

.>.? SAMPLE SIE

The sampe size of this study is one hundred ten (886) respondents.

30


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.? STATISTICAL TOOLS USED FOR ANALYSIS

The toos and techni


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/eighted Average V W P(%eights for coumn)X(no. of respondents)S

Tota espondents

.?.( PERCENTAGE ANALYSIS

&ne of the simpest methods of anaysis is the percentage method. It is one of the

traditiona statistica toos. Through the use of percentage! the data are reduced in the

standard form %ith the base e


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27%

42%

24%

7%

AGE

INFERENCE

2rom the above tabe! it is inferred that!

=8.HG of the respondents are bet%een 5:9; years of age.

5F.9G of the respondents are bet%een 8;56 years of age.

59.:G of the respondents are bet%een 9:=; years of age.

F.9G of the respondents are Above =; years of age.

TABLE (.1.2 CLASSIFICATION BASED ON GENDER

S.NO GENDER RESPONDENT PERCENTAGE

8 MA>- :9 ;F.9

5 2-MA>- =F =5.F

TOTAL 11 1

GRAPH (.1.2 CLASSIFICATION BASED ON GENDER

33


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57%

43%

GENDER

MALE FEMALE

INFERENCE


;F.9 G of the respondents are mae.

=5.F G of respondents are femae.

TABLE (.1. RESPONDENTS BASED ON OCCUPATION

S.NO OCCUPATION RESPONDENT PERCENTAGE

8 ,efempoyed3'usiness 5H 5;.;

5 +rivate -mpoyee 9: 95.F

9 ?overnment -mpoyee : ;.;

= omemaker 5; 55.F

; ,tudent 8; 89.:

TOTAL 11 1

GRAPH (.1. RESPONDENTS BASED ON OCCUPATION

34


35/65

25%

33%5%

23%

14%

OCCUPATION

Selfe!"l#$e&B'()*e(( +,)-./e E!"l#$ee G#-e,*!e*/ E!"l#$ee

H#!e!.e, S/'e*/

INFERENCE


95.F G of the respondents are +rivate -mpoyee.

5;.; G of the respondents are ,efempoyed3'usiness.

55.F G of the respondents are omemaker.

89.: G of the respondents are ,tudent.

;.; G of the respondents are ?overnment -mpoyee.

TABLE (.1.( RESPONDENTS BASED ON EDUCATIONAL

QUALIFICATION

S.NOEDUCATIONAL

QUALIFICATIONRESPONDENT PERCENTAGE

8 ,choo >eve H F.9

5 ?raduate ;H ;5.F

9 +ost ?raduate 5H 5;.;

= +rofessiona course 8: 8=.;

TOTAL 11 1

35


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GRAPH (.1.( RESPONDENTS BASED ON EDUCATIONAL

QUALIFICATION

7%

53%

25%

15%

-4ECATI&*A> REA>I2ICATI&*

S##l Le-el G,.'./e +#(/ G,.'./e +,#fe(()#*.l #',(e

INFERENCE


;5.F G of the respondents are ?raduate.

5;.; G of the respondents are +ost ?raduate.

8=.; G of the respondents are +rofessiona course.

F.9 G of the respondents are ,choo >eve.

TABLE (.1.> RESPONDENTS BASED ON FAMILY E!PENDITURE

S.NO FAMILY E!PENDITURE RESPONDENT PERCENTAGE

8 'eo% 86666 95 5.8

5 8666656666 ;9 =H.5

9 56666=6666 58 8.8

= =6666Qabove = 9.:

TOTAL 11 1

36


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GRAPH (.1.> RESPONDENTS BASED ON FAMILY E!PENDITURE

29%

48%

19%

4%

2AMI>L -+-*4ITE-

Bel# 10000 1000020000 2000040000 40000.#-e

INFERENCE


=H.5G of the respondents spend s.8666656666

5.8G of the respondents spend s. 'eo% 86666

8.8G of the respondents spend s. 56666=6666

9.:G of the respondents spend s. Above 86666

TABLE (.1.? RESPONDENTS BASED ON FREQUENCY OF VISITS

S.NO OFTEN VISIT

NO.OF

RESPONDENTS PERCENTAGE

8 /eeky 88 86.6

5 Monthy 9 9;.;

9 /ednesday bazaar 8: 8=.;

= 4uring festivas 5: 59.:

; &ffer$s day 8H 8:.=

TOTAL 11 1

GRAPH (.1.? RESPONDENTS BASED ON FREQUENCY OF VISITS

37


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W e e 0 l $

# * 1 e

W e % *

e ( % .

$ 5 . 6 . .

,

7 8 e , 9 ( % .

$

11

39

16

26

18

FRE:UE;C< F VISITS

INFERENCE


9;.;G of the respondents visit 'ig 'azaar Monthy.

59.:G of the respondents visit 'ig 'azaar during festivas.

8:.=G of the respondents visit 'ig 'azaar &ffer$s day.

8=.;G of the respondents visit 'ig 'azaar /ednesday bazaar.

86G of the respondents visit 'ig 'azaar on /eeky.

TABLE (.1.@ RESPONDENTS BASED ON SPENDING ABILITY

S.NO

AMOUNT SPEND

PER VISIT

NO.OF


8 'eo% s.8666 5F 5=.;

5 s.8666;666 =: =8.H

9 s.:66686666 5 5:.=

= Above s.86666 H F.9

TOTAL 11 1

GRAPH (.1.@ RESPONDENTS BASED ON SPENDING ABILITY

38


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Bel# R(=1000 R(=10005000 R(=600010000 A#-e R(=10000

27

46

29

8

,+-*4I*? A'I>ITL

INFERENCE


=8.HG of the respondents spend s. 8666;666 per visit at big bazaar

5:.=G of the respondents spend s. :66686666 per visit at big bazaar.

5=.;G of the respondents spend 'eo% s. 8666 per visit at big bazaar.

F.9G of the respondents spend Above s 86666 per visit at big bazaar.

TABLE (.1. RESPONDENTS BASED ON AWARENESS

S.NO MEDIUM NO.OF

RESPONDENTS

PERCENTAGE

8 *e%spaper 5; 55.F

5 Advertisement :8 ;;.;

9 ,ocia media 8H 8:.=

= 2riends3reatives

references: ;.;

TOTAL 11 1

GRAPH (.1. RESPONDENTS BASED ON AWARENESS

39


40/65

23%

55%

16%

5%

A/A-*-,,

;e("."e, A-e,/)(e!e*/ S#).l !e). F,)e*(&,el./)-e( ,efe,e*e(

INFERENCE


;;.;G of respondents are a%are about 'ig 'azaar through advertisements.

55.FG of respondents are a%are about 'ig 'azaar through *e%spaper.

8:.=G of respondents are a%are about 'ig 'azaar through ,ocia media.

;.;G of respondents are a%are about 'ig 'azaar through 2riends3reatives

references.

TABLE (.1. RESPONDENTS BASED ON REASONS FOR VISITING

S.NO REASONS

NO.OF


8 A product ranges 89 88.H

5 easonabe prices ;: ;6.9 >ocation H F.9

= More offers 99 96.6

TOTAL 11 1

GRAPH (.1. RESPONDENTS BASED ON REASONS FOR VISITING

40


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All ",#'/ ,.*>e(? 12%

Re.(#*.le ",)e(? 51%L#./)#*? 7%

M#,e #e,(? 30%

REASONS FOR VISITING BIG BAAAR

INFERENCE


;6.G of respondents visit 'ig 'azaar for its 'est and easonabe price.

96.6G of respondents visit 'ig 'azaar for eceent &ffers and 4iscounts.

88.HG of respondents visit 'ig 'azaar for avaiabiity of a product ranges.

F.9G of respondents visit 'ig 'azaar for >ocation.

TABLE (.1.1 RESPONDENTS BASED ON PREFERED PRODUCTS

S.NO PRODUCTS

NO.OF

RESPONDENTS PERCENTAGE8 2ood Items 99 96.6

5 Appares 98 5H.5

9 -ectronics 8= 85.F

= ome fashion 88 86.6

; Toys Q >uggage 58 8.8

TOTAL 11 1

GRAPH (.1.1 RESPONDENTS BASED ON PREFERED PRODUCTS

41


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30%

28%

13%

10%

19%

PRODUCTS PREFERED

F## I/e!( A"".,el( Ele/,#*)( H#!e f.()#* T#$( L'>>.>e

INFERENCE


96.6G of respondents buy 2ood Items s from 'ig 'azaar.

5H.5G of respondents buy groceries! Appares from 'ig 'azaar.

8.8G of respondents buy Toys Q >uggage from 'ig 'azaar.

85.FG of respondents buy eectronics from 'ig 'azaar.

86.6G of respondents buy ome fashion and others from 'ig 'azaar.

TABLE (.1.11 RESPONDENTS BASED ON STORE BRAND

S.NO STORE BRAND

NO.OF


8 Esuay 86 .8

5 &ften =6 9:.=

9 ,ometimes =8 9F.9

= *ever 8 8F.9

TOTAL 11 1

GRAPH (.1.11 RESPONDENTS BASED ON STORE BRAND

42


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U('.ll$ 7f/e* S#!e/)!e( ;e-e,0

5

10

15

20

25

30

35

40

45

10

40 41

19

INFERENCE


9F.9G of respondents buy ,ometimes from 'ig 'azaar.

9:.=G of respondents buy &ften from 'ig 'azaar.

8F.9G of respondents buy *ever from 'ig 'azaar.

.8G of respondents buy usuay from 'ig 'azaar.

TABLE (.1.12 RESPONDENTS BASED ON AWARENESS OF

PROMOTIONAL OFFERS

S.NO

PROMOTIONAL

OFFERS

NO.OF


8 /ednesday bazaar 9F 99.:

5 -change mea

offers: ;.;

9 2estiva offers ;9 =H.5

= 'ig day offers 8= 85.F

TOTAL 11 1

43


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GRAPH (.1.12 RESPONDENTS BASED ON AWARENESS OF

PROMOTIONAL OFFERS

We*e(.$ ...,? 34%

E@.*>e !el. #e,(? 5%Fe(/)-.l #e,(? 48%

B)> .$ #e,(? 13%

OFFERS

INFERENCE


=H.5G of the respondents are often a%are of 2estiva offers at 'ig 'azaar.

99.:G of the respondents are often a%are of /ednesday bazaar at 'ig 'azaar.

85.FG of the respondents are often a%are of big day offers at 'ig 'azaar.

;.;G of the respondents are often a%are of -change mea offers at 'ig 'azaar.

TABLE (.1.1 RESPONDENTS BASED ON COMMUNICATE OFFER'S

S.NO

COMMUNICATE

OFFER'S

NO.OF


8 Les F= :F.9

5 *o 9: 95.FTOTAL 11 1

44


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GRAPH (.1.1 RESPONDENTS BASED ON COMMUNICATE OFFER'S

67%

33%

C&MME*ICAT- &22-1,


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= Instanty buy the item 8H 8:.=

TOTAL 11 1

GRAPH (.1.1( LEVEL OF AGREEABILITY ON VARIOUS FEATURES

OF “MY BIG BAAAR ADVAERTISEMENT

G , . 5

( ! $ .

/ / e * / ) # *

I * ( / . * / l $ 5 '

$ / 2 e

) / e !

0

20

40

60

80

100

120

63

13 16 18

110

INFERENCE

2rom the above tabe! it is inferred that! ;F.9G of respondents are agreeing %ith ?rabs my attention.

8:.=G of respondents are agree %ith instanty buy the item.

8=.;G of respondents are agreeing %ith Make me to compare and take buying

decisions.

88.HG of respondents are agreeing %ith Creates Interest before 'uying.

TABLE (.1.1> RESPONDENTS BASED ON ATTRACT DISPLAYS AND

PROMOTIONAL OFFERS

S.NO OFFERS

NO.OF


8 Les FF F6.6

5 *o 99 96.6

46


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Tota 886 866.6

GRAPH (.1.1> RESPONDENTS BASED ON ATTRACT DISPLAYS AND

PROMOTIONAL OFFERS

70%

30%

&22-,

>-*T : ;.;

5 ?&&4 =8 9F.9

9 2AI =H =9.:

= +&& 8; 89.:

TOTAL 11 1

47


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GRAPH (.1.1? RESPONDENTS BASED ON OPINION OF BIG BAAAR

ADVERTISEMENT

E@elle*/ G## F.), +##,0

10

20

30

40

50

60

6

41

48

15

INFERENCE


=9.: G of respondents are having 2air opinion on 'ig bazaar advertisement.

9F.9 G of respondents are having ?ood opinion on 'ig bazaar advertisement.

89.: G of respondents are having +oor opinion on 'ig bazaar advertisement.

;.; G of respondents are having eceent opinion on 'ig bazaar advertisement.

TABLE (.1.1@ RESPONDENTS BASED ON AWARE OF HOME

DELIVERY FACILITIES

S.NO FACILITIES

NO.OF


8 Les 9; 98.H

5 *o F; :H.5

TOTAL 11 1

GRAPH (.1.1@ RESPONDENTS BASED ON AWARE OF HOME

DELIVERY FACILITIES

48


49/65

32%

68%

2ACI>ITI-,


50/65

31%

50%

19%

,>&T &2 4->ID-L

* /e .$ el)-e,$

;e@/ .$ el)-e,$

el)-e,$ ./ e@)le /)!e

INFERENCE


;6.6G of respondents are re


51/65

+',.()*> .".)/$? 14%

)(/.*e? 41%

F,ee el)-e,$ #(/? 45%

-A,&*

INFERENCE


=;.;G of the respondents are often reason for using free deivery cost.

99.:G of the respondents are often reason for using distance.

85.FG of the respondents are often reason for using purchasing capacity.

TABLE (.1.2 RESPONDENTS BASED ON HOME DELIVERY

S.NO HOME DELIVERY

NO.OF


8 ome and kitchen ;H ;5.F

5 *on2ood items 5H 5;.;

9 -ectronics 5= 58.H

TOTAL 11 1

GRAPH (.1.2 RESPONDENTS BASED ON HOME DELIVERY

51


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H#!e .* )/e* ;#*F## )/e!( Ele/,#*)(

58

2824

&M- 4->ID-L

INFERENCE


;5.FG of respondents are re


53/65

29%

71%

Chart Title


54/65

2?-> ; 8H H 86 = =;

>-( 5 : 9 : F 5=

A$9 > 6 5 8 ; 9 88

TOTAL 11 1? 2? 1 11

CHI-SQUARE TESTS

V+,inearby>inear Association H.65 8 .66=

* of Daid Cases 886

INFERENCE

Cacuated vaue is ess than tabe vaue

i.e. 12.(>( .(

6 is reected.

Therefore! there is no significant reationship bet%een Age of the customers and 2re

2-,TIDA> CA46 =H 59F 9= 5 958 5.8H8H5 (

/-4 'AJAA :6 5;5 H= 8= 6 =86 9.F5F5F9 1

'I? 4AL &22- 6 89: 8H9 5= 9 9=: 9.8=;=;;

XX.-N I?>L -22-CTID- -2N-22-CTID- **-ETA> I- I*-22-CTID- .I-N I?>L

I*-22-CTID- /.A /-I?T-4 AD-A?-

GRAPH (..1 PROMOTIONAL PROGRAMS AT BIG BAAAR

54


55/65

+A< BAC T24 +RFIT CLUB FESTIVAL CAR WE BADAAR BIG A< FFER

3=32

2=44 2=45

2=92

3=73

3=15

+&M&TI&*A> +&?AM,

We)>/e A-e,.>e

INFERENCE

2rom the above tabe! it sho%s that /ednesday bazaar offers is the best promotiona scheme

from above a schemes %hich are foo%ed in big bazaar. 'ig day offers and pay back is net

best one scheme for customers get many respondents get benefits from that.

TABLE (..2 PROBLES DURING SHOPPING AT BIG BAAAR

PROBLEMS S.D.A D.A N A S.A TOTAL W.A RANK

'I>>I*? -& 85; 85 888 6 6 =5H =.5H 1

&22- MI,MATC ;; 8:= 8;6 8: 6 9H; 9.H;

4I,+>AL 9; 8=6 56= 6 6 9F 9.F >

&22-

C&MME*ICATI&*

;; 856 56F 6 6 9H5 9.H5 (

'I? 4AL &22- ;6 8:6 8H6 6 6 96 9. 2

XX ,.4.A N ,T&*?>L 4I,A?-- 4.A N 4I,A?-- * *-ETA> A A?--

,.A N ,T&*?>L A?-- /.A /-I?T-4 AD-A?-

GRAPH (..2 PROBLES DURING SHOPPING AT BIG BAAAR

55


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'iing -rror &ffer Mismatch 4ispay &ffer communication 'ig day &ffer

=.5H

9.H;

9.F9.H5

9.

PROBLES DURING SHOPPING

INFERENCE

2rom the study %e coud see that many respondents are getting more probems1 %hie biing

the products. *et to that in 'ig 4ay &ffers customers are finding difficuty to purchase the

products %hen they have many offers in that time. The east t%o probems that customers are

faced in 'ig 'azaar are &ffers Communication and &ffers Mismatch.

56


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PROMOTIONS OF BIG BAAAR

CHAPTER- >

>. FINDINGS# SUGGESTIONS AND CONCLUSION

>.1 FINDINGS

=8.HG of the respondents beong to the age group of 5:9; years and F.9G of the

respondents are Above =; years of age.

:9G of the respondents are Mae and =FG of respondents are 2emae.

95.FG of the respondents are +rofessiona peope! 5;.;G of the respondents are 'usiness

peope! and 89.: G of the respondents are students.

;9G of the espondent$s monthy ependiture is bet%een s.86!666 56!666 and =G of

the espondent$s Monthy ependiture is =6666Qabove

;5.F G of the respondents are ?raduate! 5;.; G of the respondents are +ost ?raduate! and

F.9 G of the respondents are ,choo >eve.

9;.;G of the respondents visit 'ig 'azaar Monthy! 8=.;G of the respondents visit 'ig

'azaar /ednesday bazaar! 8:.=G of the respondents visit 'ig 'azaar &ffer$s day.

;;.;G of respondents are a%are about 'ig 'azaar through advertisements!8:.=G of

respondents are a%are about 'ig 'azaar through ,ocia media!;.;G of respondents are

a%are about 'ig 'azaar through 2riends3reatives references.

96.6G of respondents buy 2ood Items s from 'ig 'azaar! 85.FG of respondents buy

eectronics from 'ig 'azaar! 86.6G of respondents buy ome fashion and others from

'ig 'azaar.

57


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=:G of the respondents spend s. 8666;666 per visit at big bazaar! 5FG of the

respondents spend 'eo% s.8666 per visit at big bazaar and HG of the respondents spend

s. above 86666 per visit at big bazaar.

;6.G of respondents visit 'ig 'azaar for its 'est and easonabe price! 88.HG of

respondents visit 'ig 'azaar for avaiabiity of a product ranges! F.9G of respondents

visit 'ig 'azaar for >ocation.

9F.9G of respondents buy ,ometimes from 'ig 'azaar! 8F.9G of respondents buy *ever

from 'ig 'azaar! and .8G of respondents buy usuay from 'ig 'azaar.

=H.5G of the respondents are often a%are of 2estiva offers at 'ig 'azaar! 85.FG of the

respondents are often a%are of big day offers at 'ig 'azaar.

:F.9G of respondents %i communicate about various offers of big bazaar to their friends

and reatives! 95.FG of respondents %i not communicate about various offers of big

bazaar to their friends and reatives.

;F.9G of respondents are agreeing %ith ?rabs my attention! 88.HG of respondents are

agreeing %ith Creates Interest before 'uying.

F6.6G of respondents are change their purchase pattern ooking at promotiona offers and

dispays! 96.6G of respondents are no change in their purchase pattern ooking at

promotiona offers and dispays.

=9.: G of respondents are having 2air opinion on big bazaar advertisement! ;.; G of

respondents are having eceent opinion on big bazaar advertisement.

:H.5G of respondents are not a%are about home deivery faciities at 'ig 'azaar!98.H G

of respondents are a%are about home deivery faciities at 'ig 'azaar.

;6.6G of respondents are re


59/65

>.2 SUGGESTIONS

As this study reveas that maority of the respondents in age group is bet%een 5:9;years!

and there is a significant difference bet%een the Age and Advertisement of 'ig 'azaar. It

is suggested to 'ig 'azaar P2uture ?roupS to deveop different advertisements targeting

different age groups.

This study reveas that maority of the respondents fees pubicity programs of 'ig 'azaar

is not highy infuencing. Therefore! it is suggested to 2uture ?roup to adapt C,

(Corporate ,ocia esponsibiity) practices and to increase the pubicity a%areness eve.

As the study reveas that maority of the customer1s income eve is bet%een s. 86!666

56!666 and maority of respondent spending abiity is s.8666;666 per visit. It is

suggested to 2uture ?roup to deveop ecusive promotiona strategy to this segment.

2rom the study it is observed that there is a significant difference in Age and +romotiona

+rogram offers in 'ig 'azaar. Therefore it is suggested to the 2uture ?roup to deveop

different promotiona programs considering the age factor of the customers.

2rom the study it is observed that there is a significant difference in spending abiity and

effectiveness of various saes promotiona programs. Therefore it is suggested to the

2uture ?roup to offer different saes promotiona programs considering the spending

abiity of respondent.

2rom the study it is observed that ony moderate number of respondent visit 'ig 'azaar

for ne% arrivas and maority of the respondents do not change their purchase pattern

ooking at promotiona offers. Therefore it is advice to 2uture ?roup to advertise suitabe

,aes +romotiona +rograms to increase the saes voume.

59


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2rom the study it is observed that maority of the respondents visit 'ig 'azaar monthy

once. In order to increase the fre


61/65

BIBLOGRAPHY

BOOK REFERENCE

Marketing communication@ A brand ne% approach (5686) MICA-> 4A>-*! 2-4IK

>A*?-! T-L ,MIT.Advertising and saes organizationBAM-, ' ?I22T

Marketing Management +I>I+ K&T>-

etai management '-MA* '. A*4 -DA*, B.

,ervices marketing M.K AM+A>

Marketing esearch An appied orientation esearch design *A-, MA>&TA.

WEBSITE REFERENCE%%%.googe.co.in

%%%.%ikipedia.com

%%%.boundess.com

%%%.bigbazaar.co.in

%%%.campaignindia.in

%%%.ebsgoba net3media3-',

61

http://www.google.co.in/http://www.wikipedia.com/http://www.boundless.com/http://www.google.co.in/http://www.wikipedia.com/http://www.boundless.com/


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QUESTIONNAIRE

4ear respondent! as a part of research! a survey is taken up to study the integrated marketing

communications to%ards the big bazaar. Kindy provide the foo%ing information.

13 DEMOGRAPHIC CHARACTERISTICS

a) *ame @

b) Age @ 8;5; ( ) 5:9; ( ) 9;= ( ) Above ;6 ( )

c) ?ender @ Mae ( ) 2emae ( )

d) &ccupation @

,efempoyed 3business ( )

+rivate empoyee ( )

?overnment empoyee ( )

omemaker ( )

,tudent ( )

e) Ruaification @

62


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,choo eve ( ) ?raduate ( ) +ost ?raduate ( )

+rofessiona course ( )

2) 2amiy -penditure for a Month@

'eo% s86666 P S s8666656666 P S

s56666=6666 P S s=6666 Q above P S

23 H$ 58J


64/65

2uture ?roup

,hopping 2estiva

Cards

/ednesday bazaar

'ig day offer

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suriya project report.docx

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