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 Studies16, 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

2

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)

3

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

4

OBJECTIVES

MAIN OBJECTIVE-

To 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.

5

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.

6

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.

7

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.

8

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.

9

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.

10

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.

11

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 20-

25% 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

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

12

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 one-

stop 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

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

13

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 revenue-

sharing 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

of inadequate infrastructure, too many middlemen, complicated laws and an indifferent

attitude.

14

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.

15

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 follows-

Male- 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 follows-

PRIMARY 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

follows-

PRIMARY DATA - Interview, Questionnaire

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

16

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

lookout for finding new ways and means to improve the current state of affairs. Thus,

17

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.

18

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.

19

Findings and Analysis

. Frequency to visit market for shopping

Frequency Percent

Valid

Daily 5 10.0

Twice a week 20 40.0

Fortnightly 11 23.0

Monthly 14 27.0

Total 50 100.0

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

20

Like shopping during sales promotion offers

Frequency Percent

Valid Highly agree 12 24.0

Agree 28 57.0

Not sure 8 15.0

Disagree 2 4.0

Total 50 100.0

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

21

Most attractive sales promotion offers

Frequency

Percent

Valid

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

22

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.

Visit to Big Bazaar

Frequency Percent

Valid Yes 40 80.0

No 9 19.0

Can’t Say

1 1.0

Total 50 100.0

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

23

Frequency to visit Big Bazaar

Frequency Percent

Valid Weekly 7 14.0

Fortnightly 5 11.0

Monthly 14 28.0

Sometimes 15 30.0

Total 42 83.0

Missing System 8 17.0

Total 50 100.0

24

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.

Visit to Vishal Mega Mart

Frequency Percent

Valid Yes 35 70.0

No 10 19.0

Other 5 11.0

Total 50 100.0

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

surveyed.

25

Frequency to visit Vishal Mega Mart

Frequency Percent

Valid Weekly 7 14.0

Fortnightly 8 16.0

Monthly 12 24.0

Sometimes 15 30.0

Total 42 84.0

Missing System 8 16.0

Total 50 100.0

26

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.

. Recall of biggest advertising campaign of Big Bazaar

Frequency Percent

Valid Yes 14 28.0

No 35 70.0

Can’t Say

1 2.0

Total 100 100.0

FINDINGS- 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

27

to increase its reach through all kinds of media not only during its sales promotion

campaigns but also through out the year.

Recall of biggest advertising campaign of big bazaar

Frequency Percent

Valid Yes 26 32.5

No 53 66.3

Can’t Say

1 1.3

Total 80 100.0

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

28

Recall of biggest advertising campaign of Vishal Mega Mart

Frequency Percent

Valid Yes 30 60.0

No 19 38.0

Can’t Say

1 2.0

Total 100 100.0

29

FINDINGS- 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

Frequency Percent

Valid Yes 20 66.3

No 9 32.5

Can’t Say

1 1.2

Total 30 100.0

30

FINDING- 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

Frequency Percent

Valid 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

Missing System 1 2.0

Total 50 100.0

31

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

Frequency Percent

Valid 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

Missing System 1 2.0

Total 50 100.0

32

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.

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.

33

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.

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/

34

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.

Questionnaires

Questionnaire on Advertising and Sales promotion of Big bazaar and Vishal Mega

Mart.

Date-------------

Q. No. --------------

Centre-------------

Non -Users

Dear Sir /Madam

35

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 Highly 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

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

36

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

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

37

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?

______________________________________

15. Can you suggest something that Big Bazaar or Vishal Mega Mart can do to improve

its services?

____________________________________________________________

___________________________________________________________

DEMOGRAPHICS

Name ______________________

Gender-

Male Female

Age Group-

38

16-25 Years 25-35 Years 35-above

Occupation –

Student Business Service Others

Income (per annum) –

Less than 2.5 Lakhs 2.5- 4.5 Lakhs More than 4.5 Lakhs

−§−

39