Mm Project

RETAIL INDUSTRY BIG BAZAAR & VISHAL MEGA MART

Report submitted in partial fulfillment of the requirement for the degree of MBA Under the Supervision of Mrs. Divya By: ASHUTOSH KUMAR (112) SANDEEP SANDUJA (133) MBA-IIB To

Delhi Institute of Advance Studies 16, Institutional Area, Sector-25, Rohini Phase-III Delhi-110085

April, 2009

CERTIFICATE This is to certify that that the project entitled “Retail Industry- Big Bazaar and Vishal Mega Mart ” submitted by Ashutosh Kumar (112) and Sandeep Sanduja (133) has been done under my guidance and supervision in partial fulfillment of the requirement for the award of MBA. The work and analysis mentioned in this project report have been undertaken by the candidates themselves and necessary reference have been recognized and acknowledged in the text of the report.

Signature Mrs. Divya Project Guide

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ACKNOWLEDGEMENT

We would like to thank our guide Mrs. Divya for assigning us this highly learning project and further enlightening us with her immense knowledge and helping out to carry out this project. She has helped us in finding a project of our interest and then to delve deeply in the topic. Our sincere regards to Mrs. Divya for guiding us in completion of this project work. We would like to give special thanks to authorities of Big Bazaar and Vishal Mega Mart who gave their valuable time and suggestions to make improvement in our report time to time.

ASHUTOSH KUMAR (112) SANDEEP SANDUJA (133)

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TABLE OF CONTENTS

1. Certificate

2

2. Acknowledgement

3

3. Objectives

5

4. Executive summary

6

5. Introduction

7-15

6. Research methodology

16

7. Company Profile

17-19

8. Finding and Analysis

20-32

9. Suggestion and Recommendation

33

10. Bibliography

34

11. Questionnaire

35-38

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OBJECTIVES MAIN OBJECTIVETo do comparative study on the influences of Advertising and Sales promotion on the sales of Big Bazaar and Vishal Mega Mart. SECONDARY OBJECTIVES To find the most effective tool of Sales promotion technique to entice customers used by Retail businesses.  To study various advertising and sales promotion techniques used by Big Bazaar and Vishal Mega Mart.  To find out the influence of Advertising and Sales promotion on the sales of Big Bazaar and Vishal Mega Mart.

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EXECUTIVE SUMMARY Advertising and Sales promotion is indispensable part of any Retail business. They help to entice the customers from local retailer of unorganized system to the big retail companies of organized system .In organized retail system sales promotion and advertising is even far more important because they need a big force to drag them into these giant retail stores. Big Bazaar and Vishal Mega Mart have been using these promotional techniques since its establishment that helps it in maintaining as well as increasing its sales. It mainly counts on sales promotion techniques and advertising that have always been unique. In the project “Comparative study of Big Bazaar and Vishal Mega Mart” We have tried to study all the big advertising and sales promotion campaigns of these two. Apart from the study part I have tried to find whether their Advertising and Sales promotion really influences the theie sales, taking it as hypothesis of my study We started up with our research. We began our research with the help of primary source of collecting the data that is Questionnaire containing questions that could be used to measure the effect of advertising and Sales promotion on sales of Big Bazaar and Vishal Mega Mart. The sample size taken by us was 50. On the basis of analysis of questionnaires and various results based on pie chart and bar graphs, We came on the conclusion that only sales promotion has significant effect on the sales of these two, though it has been trying hard for advertising but it has to put more efforts to make its effect on the sales of Big bazaar & Vishal Mega Mart and make people aware. We have tried our best efforts to keep our research fair and unbiased.

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INTRODUCTION Every business conducted for the purpose of selling or offering for sale any goods, wares, or merchandise, other than as a part of a "wholesale business" to the final consumer can be defined as retail business Retail is the second-largest industry in the United States both in number of establishments and number of employees. The U.S. retail industry generates $3.8 trillion in retail sales annually ($4.2 trillion if food service sales are included), approximately $11,993 per capita. The retail sector is also one of the largest worldwide. Wal-Mart is the world's largest retailer and the world's largest company with more than $312 billion (USD) in sales annually. Wal-Mart employs 1.3 million associates in the United States and more than 400,000 internationally. The second largest retailer in the world is France's Carrefour. WHAT IS RETAILING? Retailing is all the activities involved in selling goods and services directly to final consumers for their personal, non-business use. The word retail is derived from the French word retailer, meaning to cut a piece off or to break bulk. A retailer buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells individual items or small quantities to the general public or end user customers, usually in a shop, also called store. Retailers are at the end of the supply chain. Marketers see retailing as part of their overall distribution strategy.

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TYPES OF RETAILING Retailing can be classified under two heads:  Store Retailing  Non-store Retailing

Store Retailing Retail stores come in a variety of shapes and sizes, and new retail types keep emerging. They can be classified by one or more of several characteristics:  Amount of service  Product line  Relative prices  Control of outlets  Type of store cluster 1) AMOUNT OF SERVICE Different products require different amounts of service, and customer service preferences vary: Self-service retailers Customers are willing to perform their own "locate-compare-select" process to save money. Today, self-service is the basis of all discount operations, and typically is used by sellers of convenience goods (such as supermarkets) and nationally branded, fast moving shopping goods (such as catalog showrooms). Limited service retailers Retailers such as Sears and J. C. Penney, provide more sales assistance because they carry more shopping goods about which consumers need information. Their increased operating costs result in higher prices.

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Full service retailers Like specialty stores and first-class department stores, have salespeople to assist customers in every phase of the shopping process. Full service stores usually carry more specialty goods for which customers like to be waited on. They provide more liberal return policies, various credit plans, free delivery, home servicing, and extras such as lounges and restaurants. 2) PRODUCT LINE: Retailers can also be classified by the depth and breadth of their product assortments. The depth of a product assortment refers to the number of different versions of each product that are offered for sale. The breadth of the assortment refers to the number of different products that the store carries. Specialty stores carry a narrow product line with a deep assortment within that line. Examples include stores selling sporting goods, books, furniture, electronics, flowers, or toys. Today, specialty stores are flourishing, due to the increasing use of market segmentation, market targeting, and product specialization. A department store carries a wide variety of product lines. Each line is operated as a separate department managed by specialist buyers and merchandisers. Supermarkets are large, low-cost, low-margin, high-volume, self-service stores that carry a wide variety of food, laundry, and household products. Convenience stores are small stores that carry a limited line of high-turnover convenience goods. These stores located near residential areas and remain open long hours, seven days a week. Convenience stores must charge high prices to make up for higher operating costs and lower sales volume, but they satisfy an important consumer need.

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Superstores, combination stores, and hypermarkets are all larger than the conventional supermarket. Many leading chains are moving toward superstores because their wider assortment allows prices to be 5-6% higher than conventional supermarkets'. Combination stores are combined food and drug stores.

Examples are A&P's Family

Marts and Wal-Mart's Super centers. Hypermarkets combine discount, supermarket, and warehouse retailing, and operate like a warehouse 3) RELATIVE PRICES Retailers can also be classified by the prices they charge. Most retailers charge regular prices and offer normal quality goods and customer service. Some offer higher quality goods and service at higher prices. Retailers that feature low prices include: Discount stores sell standard merchandise at lower prices by accepting lower margins and selling higher volume. Occasional discounts or specials do not make a store a discount store. A true discount store regularly sells its merchandise at lower prices, offering mostly national brands, not inferior goods. 4) CONTROL OF OUTLETS: About 80% of all retail stores are independents, accounting for 2/3 of retail sales. Other forms of ownership include the corporate chain, the voluntary chain and retailer cooperative, the franchise organization, and the merchandising conglomerate. The chain store is one of the most important retail developments of this century. Corporate chains appear in all types of retailing, but they are strongest in department, variety, food, drug, shoe, and women's clothing stores. The size of corporate chains allows them to buy in large quantities at lower prices, and chains gain promotional economies because their advertising costs are spread out over many stores and over a large sales volume. The voluntary chain is a wholesaler-sponsored group of independent retailers that engages in-group buying and common merchandising.

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The retailer cooperative is a group of independent retailers that set up a jointly- owned central wholesale operations and conduct joint merchandising and promotion efforts. A franchise is a contractual association between a manufacturer, wholesaler, or service organization (the franchiser) and independent businesspeople (the franchisees) who buy the right to own and operate one or more units in the franchise system. Merchandising conglomerates are corporations that combine several different retailing forms under central ownership and share some distribution and management functions. Examples include Dayton-Hudson and J. C. Penney. 5) TYPE OF STORE CLUSTER: Most stores today cluster together to increase their customer pulling power and to give consumers the convenience of one-stop shopping: Central business districts A central business district comprises of banks, department stores, specialty stores, and movie theatres. A shopping center is a group of retail businesses planned, developed, owned, and managed as a unit.

Non-Store Retailing Although most goods and services are sold through stores, non-store retailing has been growing much faster than store retailing. Traditional store retailers are facing increasing sales competition from catalogs, direct mail, telephone, home TV shopping shows, on-line computer shopping services, home and office parties, and other direct retailing approaches. Non-store retailing includes direct marketing, direct selling, and automatic vending.

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INDIAN RETAIL INDUSTRY Retailing in India is one of the significant contributors to the Indian economy and accounts for 35% of the GDP. However, this sector is in a fragmented state with over 12 million outlets operating in the country and only 4% of them being larger than 500 sq ft in size. This is in comparison to 0.9 million outlets in USA, catering to more than 13 times of the total retail market size. Thus, India has the highest number of outlets per capita in the world with a widely spread retail network but with the lowest per capita retail space (@ 2 sq ft per person as compared to 16 sq ft per person for USA). The Indian retailing industry is currently estimated at $205 b (Rs.930, 000 Crores) and is expected to grow at 5% p.a. The current size of the organized retailing market is $6 b (Rs.28,000 Crores), thereby, a mere 3% of the total retailing market with a projected growth rate of 25 – 30% p.a. and is estimated to become $8 b (Rs.35,000 Crores) by 2005 and $24 b (Rs.100,000 Crores) by 2010, with its contribution to total retailing sales likely to rise to 9% by decade end.

Emerging Trends In Indian Retail Industry ‘Tier-II’ Phenomenon Small towns with a population of 0.5 – 1 million {like Surat, Lucknow, Dehra Dun, Vijaywada, Bhopal, Indore, Vadodara, Coimbatore, Nasik, Bhubaneswar, Varanasi, and Ludhiana etc}, are witnessing a defined increase in disposable income coupled with high aspirational levels leading to enhanced spending on consumer goods along with lesser aversion to credit. With consumption in metros already being exploited {85% of retail sales as of now}, these Tier-II areas are fresh targets and are expected to contribute 2025% of organized retailing sales. Retailers are introducing contemporary retail formats such as hypermarkets and supermarkets in these new pockets of growth. Mall development activity in these small towns is also picking up, creating quality space for retailers to fulfill their aggressive

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expansion plans. Keeping in view the relatively smaller size of the market, the average size of a retail mall in Tier-II cities ranges between 100,000 – 120,000 square feet in comparison with the larger metros where a number of malls measure over 500,000 square feet. Entry of International Players The fight today is not between Big organized retail stores (3%) and Unorganized Kirana Shops (97%), but its between global giants like Wal-Mart, Tesco and Shopper’s Stop, Pantaloons. Entry of these global players will impact the way India Retailers operate, as much as it will change the way Indian consumers live and do their shopping. They will no longer be just dependent on their local Kirana shop for their everyday needs. They could just shop once a week or once a month at comparatively cheaper rates and remain hassle free. Indian retailer will also need to quickly come to terms with the market realities. On one hand they will fight size factor and on the other hand great efficiencies Emergence of New Retail Formats Currently the retail sector in India is populated with the traditional mom-and-pop stores and some 1000 odd supermarkets under organized retail chains. A daring few ventured into the Hypermarket segment with successful results and this format is being fast replicated by other players. This experience indicates that the Indian consumer has matured to the next level of shopping experience. Given the Indian conditions and the vast diversity a single format may not be possible for the national presence, but region specific formats may evolve. An interesting observation is that of lack of presence of organized retail chains in the rural/semi-urban centers as over 60% of Indian population is still in these parts. An ideal “no frills” model to start with would be ideal for the rural markets; this would help to take them to the next level of supermarket experience. Specialty Malls Keeping in mind the astonishing pace with which new supply is expected to enter the market, many mall developers, in a bid to offer a distinctive value proposition, are planning to develop ‘specialty malls’. These niche developments shall emerge as onestop destinations in their chosen product categories. The Delhi-based Aerens Group has developed Gold Souk, an exclusive jewellery mall that is already operational in Gurgaon and has ambitious plans to replicate the concept across the country. Further, a number of 13

analogous developments like a ‘Wedding Mall’ by Omaxe Group, ‘Automobile Mall’ etc are also in the offing. In line with international trends, ‘Home Malls’ offering the entire range of building and interior décor solutions are also coming up in various parts of the country including Pune (‘Ishanya’ promoted by Deepak Fertilizers and Petrochemicals Corporation Ltd), Gurgaon & Kolkata. Price Correction Fallout of the surge in mall development activity shall be that developers will be forced to offer retailers prime real estate spaces at costs lower than those prevailing today, as the space required by retailers to fulfill their expansion plans is likely to be lesser than offered. This correction could result in a more structured retail real estate market that would allow retailers a higher margin on their real estate investments, thereby enabling them to expand faster. Further, the relatively over-served cities could witness higher activity, as real estate space becomes more affordable, thereby, reducing the break-even period for retailers. Moreover, under-served markets could provide enough margins to retailers to compensate for loss of margins in some of the over-served markets. Traditional Retailers in Malls The abundant supply of retail space has provided retailers with the leeway to experiment with newer formats and product categories. Even traditional retailers like Benzer, Study by Janak, Mehrason’s Jewellers etc are being pushed to modern retailing formats like shopping malls. Mall developers shall have sufficient incentive to operate on a revenuesharing pricing model as many of these traditional retailers can generate higher sales per square foot as compared to the larger-format department stores, which shall translate into higher revenue realizations for developers. Transformation & Innovations of Supply Chain and Transportation logistics To counter the unbeatable advantages of convenience of a hop, skip and a jump access and home delivery, organized retailers seem to have just one option - offer attractive prices to the consumer. A successful retailer's winning edge will therefore come from sourcing - how best it can leverage its scale to drive merchandise costs down, increase stock turns and get better credit terms from vendors. Efficient supply chains can achieve this objective and fuel demand. The supply chain in India is full of inefficiencies- a result 14

of inadequate infrastructure, too many middlemen, complicated laws and an indifferent attitude. More use of Technology Retailing, as discussed before, is at a nascent stage in India. The complicated information systems and underlying technologies are in the process of being established. Most grocery retailers like Food World have started tracking consumer purchases through CRM. The lifestyle retailers through their `affinity clubs' and `reward clubs' are establishing their processes. The traditional retailers will always continue to exist but organized retailers are working towards revamping their business to obtain strategic advantages at various levels - market, cost, knowledge and customer. With differentiating strategies - value for money, shopping experience, variety, quality, discounts, advanced technologies, change in the equilibrium with manufacturers and a thorough understanding of the consumer behavior, the ground is all set for the organized retailers. Community Involvement Footfalls in most malls are observed to be significantly higher on weekends. To ensure regular walk-ins on weekdays, mall developers have started to focus on involving the local community. They have recognized that their centers need to be entertaining, and that shoppers want their malls and town centers to blend with and reflect their own communities. Their philosophy today is thus to create a center where people would want to stay well beyond their shopping time to enact the rituals of urban life. Activities like karate classes and painting competitions for children pull their salary-earning parents to visit the mall. For example, South-dale Mall, USA contains a school, an auditorium, an ice-skating rink and even a zoo for the same reason. Dandia and Navratre parties at Ansal Plaza and Festival parties at other malls also have the same objective.

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Research Methodology MEANING OF RESEARCH- Research is an active, diligent, and systematic process of inquiry aimed at discovering, interpreting, and revising facts. This intellectual investigation produces a greater knowledge of events, behaviors, theories, and laws and makes practical applications possible. The term research is also used to describe an entire collection of information about a particular subject, and is usually associated with the output of science and the scientific method

RESEARCH DESIGN DESCRIPTIVE RESEARCH- Descriptive research includes surveys and facts findings enquiries of different kinds. The major purpose of Descriptive research is the description of the state of affairs, as it exists at present. It provides the data about the population or universe being studied. Descriptive research is used when the objective is to provide a systematic description that is as factual as accurate possible. In this project we have to find whether Advertising and sales promotion influences the sales of the Big Bazaar and Vishal Mega Mart, therefore our research is descriptive.

SAMPLE SIZE- The sample size that we have taken is 50 units, out of which the number of males and females were as followsMale- 28 in number Female- 22 in number

SAMPLE AREA- Since the research is on Retail Industry so the sample area that is covered is as followsPRIMARY AREA – Areas near the malls. SECONDARY AREA- Areas of Rohini.

SAMPLE DESIGN- Simple random method SOURCES OF DATA COLLECTION- Data collected in this project is both collected both from both primary and secondary sources of data collection which are as followsPRIMARY DATA - Interview, Questionnaire

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SECONDARY DATA - Internet, Magazines, Books, News Paper etc

Company Profile Big Bazzar Big Bazaar is both big and a bazaar. It is unlike, say, a Walmart or even a Food world. Big Bazaar is almost an air-conditioned version of any Indian bazaar. It is a slightly orderly and organized version of, say Chickpet for Bangalore guys or Dadar for Mumbaiites. There is a huge crowd which can move in almost any direction. You can buy anything (pretty much everything is available at Big Bazaar). It is not a place where you can browse through at leisure and pick up a few things here and there. This is a place if you are serious about your shopping. And the worst part is at the checkout counter, where the line can stretch as much as a line for a famous Ganpati Pandal or a cricket match. Parking is a pain too. But, the place ticks. In both Hyderabad and Bangalore, the outlets don’t have a place for customers to stand esp. on weekends. Customers wait outside it some before it opens in the morning. Bombay is slightly better. Big Bazaar offers good prices-Really good prices. Prices that tempt. Apart from simple price chopping, there are deals (2 for the price of 1 or prices reduced on a combination etc). The perception of Big Bazaar is that it facilitates some serious savings on grocery shopping. And it works. And make no mistake, it attracts the well heeled as much as it attracts Raju from across the street. That has worked for Big Bazaar is that it has been able to connect with the customers in the right manner. They had filled a need gap which was there in the market. Apart from that, their competence in providing products at lowest prices and great quality in an ambience much better than what the customers were used to, has also contributed to their success. The focus is on continuing to provide very high ‘value for money’ to customers by providing exciting offers throughout the year. It will be facilitated by constantly working on its buying and supply chain efficiencies. Having already achieved economies of scale and size, they intend to better their gains by opening new stores regularly. One of the key philosophies of Mr Biyani that is highly followed is ‘Rewrite rules, retain values.’ In essence, it means they don’t take anything as fixed. They are constantly on the

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lookout for finding new ways and means to improve the current state of affairs. Thus, innovation is a very important aspect of their working strategy. The other very important philosophy is that of Indian ness. All their concepts and formats as well as the way they go about things are very Indian. The way Big Bazaar is designed and the way the whole concept has developed reflects a sense of Indian ness. This is a well articulated print advertisement campaign for Big Bazaar to highlight their unique marketing strength, ‘extreme low price’. However, even before this idea has been exercised to highlight a product by placing it in a stark different environment. Nevertheless, this advertisement campaign is very well crafted out. Further, the ad is not at all confusing and it straight way conveys the message without loosing focus. Like the marketing strength of the company, this campaign is too cost effective. Further, the ad has the capacity to attract immediate people’s attention. The tag line of the ad is ‘Surprisingly Inexpensive’. The ad has been created by Mudra DDB Communication. The company recorded around one million foot fall from 26 th to 28th January this year in 2007,which were termed as “SABSE SASTE 3 DIN”,”MAHA SAVING OFFER”, which was 43 crore last year. This was a special print advertisement of Big Bazaar prepared for women’s day sales promotion, where through the advertisement it is shown that forget about the common females even all Hindu goddesses are busy in shopping at BIG bazaar and celebrating their day. This was the print advertisement that Big Bazaar came out with which was regarding its exchange offer sales promotion, where an old man is hiding himself behind sofa,because now every old thing can be exchanged with new one at Big Bazaar.

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Vishal Mega Mart What started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a conglomerate encompassing 183 showrooms in 24 states / 110 cities .India’s first hyper-market has also been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of the single largest collection of goods and commodities sold under one roof in India. The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr.Ram Chandra Agarwal . The group had a turnover of Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal

2007.

The group’s prime focus is on retailing. The Vishal stores offer affordable family fashion at prices to suit every pocket. The group’s philosophy is integration and towards this end has initiated backward integration in the field of high fashion by setting up a state of the art manufacturing facility to support its retail endeavors. Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have over 70,000 products range which fulfills all your household needs, and can be catered to under one roof. It is covering about 29, 90, 146 sq. ft. in 24 states across India. Each store gives you international quality goods and prices hard to match. The cost benefits that is derived from the large central purchase of goods and services is passed on to the consumer.

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Findings and Analysis

.

Frequency to visit market for shopping

Valid

Frequency

Percent

Daily

5

10.0

Twice a week

20

40.0

Fortnightly

11

23.0

Monthly

14

27.0

Total

50

100.0

Frequency

Frequency to visit market for shopping 45 40 35 30 25 20 15 10 5 0 Daily

Twice a week

Fortnightly

Monthly

FINDING -Maximum people that are 40% like to visit market twice a week, 27 % of the people prefer to visit monthly, 23% of people visit fortnightly and very little percentage that is 10% like to visit daily to the market

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Like shopping during sales promotion offers

Valid

Frequency

Percent

Highly agree

12

24.0

Agree

28

57.0

Not sure

8

15.0

Disagree

2

4.0

Total

50

100.0

Like shopping during sales promotion offers 60

Frequency

50 40 30 20 10 0 Highly agree

Agree

Not sure

Disagree

FINDING- Sales promotion is very effective tool to entice people for shopping as great number of people that is more than 50% agree that they like to shop during various sales promotions

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Most attractive sales promotion offers

Valid

Frequenc y

Percent

Discount sales

26

53.0

Buy 1 get 1 free

10

19.0

Free gifts

9

17.0

Exchange offers

3

6.0

Loyalty programe

1

2.0

Games and contests

1

3.0

Total

50

100.0

M ost attractive sales promotion offers Exchange offers

Loyalty programe

Games and contests

Free gifts

Buy 1 get 1 free

Discount sales

FINDING- Among the various sales promotions offered by the Big Bazaar discount sales is the most preferred sales promotion by the customers. Around more than 50%of the people like to shop during discount sales.

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Visit to Big Bazaar

Valid

Frequency

Percent

Yes

40

80.0

No

9

19.0

Can’t Say

1

1.0

Total

50

100.0

Frequency

Visit to Big Bazaar 90 80 70 60 50 40 30 20 10 0 Yes

No

Can't Say

FINDING- Around 80% of people visit to Big Bazaar out of the 50 people surveyed.

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Frequency to visit Big Bazaar

Valid

Missing

Frequency

Percent

Weekly

7

14.0

Fortnightly

5

11.0

Monthly

14

28.0

Sometimes

15

30.0

Total

42

83.0

System

8

17.0

50

100.0

Total

Freequency to Visit to Big Bazaar 35

Frequency

30 25 20 15 10 5 0 Weekly

Fortnightly

Monthly

Sometimes

FINDING-Maximum people visit sometimes to big bazaar, that less than monthly though the difference between the people who visit monthly and who visit sometimes is very insignificant.

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Visit to Vishal Mega Mart

Valid

Frequency

Percent

Yes

35

70.0

No

10

19.0

Other

5

11.0

Total

50

100.0

Frequency

Visit to Vishal Mega Mart 80 70 60 50 40 30 20 10 0 Yes

No

Other

FINDING- Around 70% of people visit to Vishal Mega Mart out of the 50 people surveyed.

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Frequency to visit Vishal Mega Mart

Frequency

Percent

Weekly

7

14.0

Fortnightly

8

16.0

Monthly

12

24.0

Sometimes

15

30.0

Total

42

84.0

System

8

16.0

50

100.0

Valid

Missing

Total

Freequency to Visit to Vishal Mega Mart 35 Frequency

30 25 20 15 10 5 0 Weekly

Fortnightly

Monthly

Sometimes

FINDING-Maximum people visit sometimes to Vishal Mega Mart, that less than monthly though the difference between the people who visit monthly and who visit sometimes is very insignificant.

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.

Recall of biggest advertising campaign of Big Bazaar

Valid

Frequency

Percent

Yes

14

28.0

No

35

70.0

Can’t Say

1

2.0

Total

100

100.0

Frequency

Recall of biggest advertising campaign of Big Bazaar 80 70 60 50 40 30 20 10 0 Yes

FINDINGS-

No

Can't Say

Among the 50 respondents 70% were not able to recall its latest largest

advertising campaign ,which means that Big Bazaar is very weak at its advertising ,it has to increase its reach through all kinds of media not only during its sales promotion campaigns but also through out the year.

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Recall of biggest advertising campaign of big bazaar

Valid

Frequency

Percent

Yes

26

32.5

No

53

66.3

Can’t Say

1

1.3

Total

80

100.0

Recall of biggest advertising campaign of Big Bazaar 60

Frequency

50 40 30 20 10 0 Yes

No

Can't Say

FINDING- Even out of people who visit Big Bazaar they were also not able to recall its latest advertising campaign so it implies that people visiting Big Bazaar are due to other reasons but not advertising

Recall of biggest advertising campaign of Vishal Mega Mart 28

Valid

Frequency

Percent

Yes

30

60.0

No

19

38.0

Can’t Say

1

2.0

Total

100

100.0

Recall of biggest advertising campaign of Vishal Mega Mart 70 Frequency

60 50 40 30 20 10 0 Yes

FINDINGS-

No

Can't Say

Among the 50 respondents 60% were able to recall its latest largest

advertising campaign, which means that Big Bazaar is very Strong at its advertising as compared to Big Bazar.

Recall of biggest advertising campaign of Vishal Mega Mart

29

Valid

Frequency

Percent

Yes

20

66.3

No

9

32.5

Can’t Say

1

1.2

Total

30

100.0

Recall of biggest advertising campaign of Vishal Mega Mart 60

Frequency

50 40 30 20 10 0 Yes

FINDING-

No

Can't Say

Out of people who visit Big Bazaar they were also able to recall its latest

advertising campaign so it implies that people visiting Vishal Mega Mart are due to advertising.

. Preference for shopping rank wise at big bazaar

30

Valid

Missing

Frequency

Percent

Very poor

6

12.0

Poor

5

10.0

Average

8

16.0

Good

10

20.0

Very good

20

40.0

Total

49

98.0

System

1

2.0

50

100.0

Total

Frequency

Preference for shopping rank wise at big bazaar 45 40 35 30 25 20 15 10 5 0 Very poor

Poor

Average

Good

Very good

FINDING-Consumers prefer Big Bazaar for shopping; around 41% people rate it as very good for shopping.

Preference for shopping rank wise at Vishal Mega Mart

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Valid

Missing

Frequency

Percent

Very poor

5

10.0

Poor

4

8.0

Average

5

10.0

Good

15

30.0

Very good

20

40.0

Total

49

98.0

System

1

2.0

50

100.0

Total

Frequency

Preference for shopping rank wise at Vishal Mega Mart 45 40 35 30 25 20 15 10 5 0 Very poor

Poor

Average

Good

Very good

FINDING-Consumers prefer Big Bazaar most for shopping; around 51% people rate it as very good for shopping which is more than that of big bazaar.

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RECOMMENDATIONS & LIMITATIONS

Recommendations  Big Bazaar should increase its aisle area for more convenient shopping to its customers to compete with Vishal Mega Mart.  It should improve its ambience as its closest competitors are having edge over it on this parameter.  Big Bazaar should have more of cash counters so that people does not have to stand in long queue in order to get billing.  Vishal Mega Mart should work on its advertising, though it is known for its creative advertising but the message should reach to each of the target customer so should use more rigorous use of all types of media.  It should change its Tagline which gives the same message but is still easily distinguishable, as most of its competitors are having almost similar tag lines that creates jargon for customer.  It can convert shopping in to a great experience by playing some good music.  Big Bazaar has to improve its quality of products especially in apparels.

Limitations  Time was the major constraint, which prevented me to put in more effort.  Some people left few questions unanswered.  Some of the respondents were not ready to fill the questionnaire.  Not all the respondents were cooperative thus it was difficult to convince them for filling up the questionnaire.  Some of the respondents might have got biased while filling up the questionnaire.

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We made my best efforts in conducting the research but might have lacked somewhere because of lack of expertise in conducting such survey based researches.

BIBLIOGRAPHY WEB LINKS http://www.media4exchange.com/  http://www.wark.com/  http://www.ibef.org/  http://www.economicstimes.com/  http://www.bigbazaar.com/  http://www.etretailbiz.com/  http://www.magportal.com/  http://www.retailindustry.about.com/  http://www.adpunch.com/  http://www.hindubusinessline.com/

BOOKS REFERED Belch. E. George and Belch. A. Michael, “Advertising and Promotion “Sixth Edition, Tata Mcgraw Hill.  Kotler Philip,” Marketing management “Eleventh Edition, Pearson Education.  Beri G.C.,”Marketing Research” Third Edition, Tata Mcgraw Hill.

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Questionnaires Questionnaire on Advertising and Sales promotion of Big bazaar and Vishal Mega Mart. Date------------Q. No. -------------Centre------------Non -Users Dear Sir /Madam We are doing a brief survey to find the effect of Advertising and Sales promotion on sales of Big Bazaar and Vishal Mega Mart. We would be grateful if you spare few minutes and participate in it. Thank you for your cooperation.

1. How often do you visit market for shopping? Daily

Twice a week

Fortnightly

Monthly

2. You like to shop during various sales promotion offers – Highly agree

Agree

Not sure

Disagree

3. Which type of Sales promotion offers you find most attractive? Discount sales Buy 1 get 1 free Free gifts Exchange offers Loyalty Program 35

Highly Disagree

Games and Contests Others, Specify__________________________________ 4. Do you visit Big Bazaar for shopping? Yes

No

If yes then how often? Weekly

Fortnightly

Monthly

Sometimes

5. Do you visit Vishal Mega Mart for shopping? Yes

No

If yes then how often? Weekly

Fortnightly

Monthly

Sometimes

6. What are the things that induce you for shopping in? Rank according to preference on scale of 1 to 5 (1= Very Poor, 5= Very Good) ATTRIBUTES

Big Bazaar

Vishal Mega Mart

LOW PRICE SALES PROMOTION OFFERS QUALITY IN AMBIENCE INNOVATIVE ADVERTISING ESSENCE OF INDIAN NESS CONVINIENCE IN SHOPPING 7. Can you recall the biggest advertising campaign of Big Bazaar? Yes

No

If yes then specify _______________________________________ 8. Can you recall the biggest advertising campaign of Vishal Mega Mart? Yes

No 36

If yes then specify _______________________________________

9. Given a choice for shopping, where would you like to go? Rank according to preference on scale of 1 to 5 (1= Very Poor, 5= Very Good) BIG BAZAAR

SPENCER

SUBHIKSHA

SALASAR

VISHAL MEGA MART

10. What is combination of colors in logo of Big Bazaar? Red and White Blue and Green Orange and Blue Black and White 11. What is color in logo of Vishal Mega Mart? Red Blue Orange Black 12. Do you feel the same comfort while shopping in Big Bazaar/Vishal Mega Mart even during the ‘MAHA SALE OFFERS’ also? Yes

No

Not sure

13. What is the Tag line of Big Bazaar? ______________________________________ 14. What is the Tag line of Vishal Mega Mart? ______________________________________

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15. Can you suggest something that Big Bazaar or Vishal Mega Mart can do to improve its services? ____________________________________________________________ ___________________________________________________________ DEMOGRAPHICS Name ______________________ GenderMale

Female

Age Group16-25 Years

25-35 Years

35-above

Occupation – Student

Business

Service

Others

Income (per annum) – Less than 2.5 Lakhs

2.5- 4.5 Lakhs −§−

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More than 4.5 Lakhs