A

RESEARCH PROJECT REPORT

ON

“A Study on the effective promotional

promotional strategy influencing customer for

The products of “

In Partial fulfillment of the subject MC&QA in semester 1

In MBA program at

LDRP-ITR

KADI SARVA VISHWAVIDYALAYA

GANDHINAGAR

SUBMITTED TO:
MS. HEMALI BROKER

SUBMITTED BY:
CHANDRADIP VANKAR(1214MBA 30296)
SHREY PATEL (1214MBA30 )
 ACKNOWLEDGEMENT

We wish to acknowledgment the help of all those who have provided me information, guidance and
other help during our training period. Without their help it would have been difficult for us to have
reached this state of completion of our project report.

We are very thankful to MRS. HEMALI BROKER for giving me their valuable advice and

guidance towards fulfillment of the project. In writing this project report, we have drawn on thoughts

from a variety of discipline that has bearing on the different facts of the topics. We own a profound

intellectual debt to KSV University to contribute our thinking on this subject.

We would like to give heartily thanks to LDRP ITR . Who have given us an opportunity to learn
something practical apart from books by including the in-plant training in our MBA PROGRAM?

We are also thankful to all our family members and our friends who are help to make this project
successfully.
 EXECUTIVE SUMMARY

Indian retail sector is witnessing

witnessing one of the
the most hectic Marketing activities of all times. The
companies are fighting to win the hearts of customer who is ‗God‘ said by the business tycoons. There is
always a ‗first mover advantage‘ in an upcoming sector. Here, that advantage goes to ―BIG BAZAAR &
D-Mart‖.
D-Mart‖. It has brought about many changes in the buying habits of people. It has created formats, which
 provides all items under one roof at low rates, or so it claims! In this project, we have studied its
marketing strategies and promotional activities.

The project titled „A Study on the effective promotional strategy influences customer for the
D- Mart‟ helps
product of Big Bazaar and D-Mart‟  helps us to understand
understand the effect of promotional strategy which is
responsible for attracting customers towards big bazaar & d-mart This study is helpful to top level
management to improve the present promotional strategy of BIG BAZAAR & D-Mart.

The project was carried out as per the steps of Marketing Research. The well supportive objectives were
set for the study. To meet the objectives primary research was undertaken. The data collection approach
adopted was experimental research & survey research. The instrument used for the data collection was
observation & questionnaire. The target respondents were the visitors of BIG BAZAAR & D-Mart, with
the sample size of 120 for the study of sales management of the company. Tables & charts were used to
translate responses into meaningful information to get the most out of the collected data. Based on those
the inferences have been drawn with peer supportive data.
  INDEX

Chapter TOPIC PAGE

No. No.
ACKNOWLEDGEMENT I
EXECUTIVE SUMMARY II
1 INTRODUCTION
1.1 INTRODUCTION OF PROJECT
1.2 WHY HAS THIS INDUSTRY/TOPIC
BEEN SELECTED?
1.3 INRODUCTION OF BIG-BAZAAR
1.4 INTRODUCTION OF D-MART

1.5 LITRATURE REVIEW

2 RESEARCH METHODOLOGY

2.1 RESEARCH METHODOLOGY

2.2 RESEARCH OBJECTIVES
2.3 DATA COLLECTIONS METHODS
2.4 SAMPLING METHOD
2.5 INDUSTRY ANALYSIS
2.6 COMPANY OVERVIEW
2.7 ANALYSIS AND INTERPRETAIONS
3 DATA ANALYSIS
3.1 DEFINITION OF MARKETING MIX
3.2 4P‘S OF BIG BAZAAR & D-MART
&  D-MART
3.3 PROMOTIONAL STRATEGIES
3.4 BIG BAZAAR
3.5 D-MART
3.6 ORGANITATON STRUCTURE

3.7 CUSTOMER BUYING DETERMINANTS

 5 FINDING
6 SUGGESTION
7 LIMITATION
CONCLUSION

BIBLIOGRAPHY
ANNEXURE

TABLE-CHART INDEX

Fig.
NAME OF THE CHART PAGE No.
No.

3.1 MARKETING MIX 15

3.2 STORE‘S ADVERTISEMENT 16
3.3 PURCHASING PRODUCT IN STORE 17
3.4 CHOOSE PRODUCT (BIG-BAZAAR) 19
3.5 CHOOSE PRODUCT (D-MART) 22
3.6 UNEXPECTED OFFERS 24
3.7 DISTANCE OF STORE 26
3.8 PARKING FACILIITY STORE STRUCTURE 27
3.9 LOCATION OF STORE 28
3.10 CHOOSE FACTOR 30
3.11 SOURCE ABOUT OUTLET 33
3.12 OFFER 33
3.13 TAGLINE OF BIG-BAZAAR 36
3.14 TAGLINE OF D-MART 38
3.15 ADVERTISEMENT EFFECT 39
4.1 PROMOTIONAL ACTIVITIES OF STORE 41
4.2 PATTERN CHANGE AT PROMOTION 42
4.3 SERVICE PROVIDED BY STORE 46
4.4 SERVICE OF STORE 47
4.5 ORGANIZATION STRUCTURE 49
4.6 STORE STRUCTURE 51
4.7 DEMOGRAPHIC ANALYSIS-AGE 53
4.8 OCCUPATION 54
4.10 VISIT A STORE 56
4.11 EXPENSE IN SHOPPING 57
4.12 SECTION OF THE STORE LIKE THE MOST 59
4.13 GENDER 61
4.14 REASON COMING TO THE STORE 62
4.15 REASON IT‘S AN BIG BAZAAR 63
 Pantaloon Retail forayed
forayed into modern retail in 1997 with the launching of fashion retail chain,
Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a hypermarket chain that combines the look and
feel of Indian bazaars, with aspects of modern retail, like choice, convenience and hygiene. Food Bazaar,
food and grocery chain and launch Central, a first of its kind seamless mall located in the heart of major
Indian cities, followed this. Some of its other formats include, Collection I (home improvement products),
E-Zone (consumer electronics), Depot (books, music, gifts and stationary), All (fashion apparel for plus-
size individuals), Shoe Factory (footwear) and Blue Sky (fashion accessories). It has recently launched its
retailing venture, futurebazaar.com.

The group's subsidiary companies include, Home Solutions Retail India Ltd, Pantaloon Industries Ltd,
Galaxy Entertainment and Indus League Clothing. The group also has joint venture companies with a
number of partners including French retailer Etam group, Lee Cooper, Manipal Healthcare, Jaywalker‘s,
Gini & Jony and Liberty Shoes. Planet Retail, a group company owns the franchisee of international
 brands like Marks & Spencer, Debenhams, Next and Guess
Guess in India.

Pantaloon Retail is listed on BSE and NSE with a turnover of Rs 2,018 crores for financial year ended
2008-09. Pantaloon Retail was selected as the Best of Best Retailers in Asia by Retail Asia-Pacific Top
500 magazine in 2006.

Future Group

Pantaloon Retail is the flagship enterprise of the Future Group, which is positioned to cater to the
entire Indian consumption space. The Future Group operates through six verticals: Future Retail
(encompassing all retail businesses), Future Capital (financial products and services), and Future Brands
(management of all brands owned or managed by group companies), Future Space (management of retail
real estate), Future Logistics (management of supply chain and distribution) and Future Media
(development and management of retail media).

Future Capital Holdings, the group's financial arm, focuses on asset management and consumer finance.
It manages two real estate investment funds (Horizon and Kshitij) and consumer-related private equity
fund, Indecision. It also plans to get into insurance, consumer credit and other consumer-related financial
 products and services in the near future.

Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian Consumer in
the most profitable manner." One of the core values at Future Group is , 'Indian‘s' and its corporate credo
is - Rewrite rules, Retain values.
Future Group Manifesto

―Future‖ –   the word which signifies optimism, growth, achievement, strength, beauty, rewards and
 perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new
opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to
learn, unlearn and re-learn our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but create future scenarios   in the
consumer space  and facilitate consumption because consumption is development. Thereby, we will
effect socio-economic development for our customers, employees, shareholders, associates and partners.

Our customers will not just get what they need, but also get them where, how and when they need.
We will not just post satisfactory results, we will write success stories . We will not just operate
efficiently in the Indian economy, we will evolve it.
We will not just spot trends; we will set trends   by marrying our understanding of the Indian
consumer to their needs of tomorrow.
It is this understanding that has helped us succeed. And it is this that will help us succeed in the
Future. We shall keep relearning. And in this process, do just one thing.
Big Bazaar is a chain of shopping malls in India
in  India currently with 29 outlets, owned by the  Pantaloon
Group. 
Group.  It works on same the economy model as Wal-Mart and has had considerable success in many
Indian cities and small towns. The idea was pioneered by entrepreneur Kishore Biyani,  the head of
Pantaloon Retail India Ltd. Big Bazaar stores in Metros have a gaming area and kids play area for
entertainment.
Cities where stores are located are, Agra, Ahmadabad, Allahabad, Ambala, Asansol, Bangalore,
Bhubaneswar, Chennai, Coimbatore, Palakkad, Kolkata, Delhi, Durgapur, Ghaziabad, Gurgaon,
Hyderabad, Indore, Lucknow, Kanpur, Mangalore, Mumbai, Nagpur, Nasik, Panipat, Pune,
Rajkot, Surat, Thane, Thiruvananthapuram, Vishakhapatnam .
Big Bazaar is not just another hypermarket. It caters to every need
nee d of customer‘s family. Where Big
Bazaar scores over other stores is its value for money proposition for the Indian customers. At Big
Bazaar, customer will definitely get the best products at the best prices -- that‘s what Big Bazaar
guarantee. With the ever increasing array of private labels, it has opened the doors into the world of
fashion and general merchandise including home furnishings, utensils , crockery, cutlery, sports goods and
much more at prices that will surprise customer. And this is just the beginning. Big Bazaar plans to add
much more to complete customers shopping experience
Departments with their Products

1) Men‟s Department
Formals (Shirts & Pants)
Jeans T-Shirts
Major brands in this department
Pantaloon

2) Furniture Department
Dining Table
Bedroom Accessories
Hall accessories (Sofa sets, Chairs, Computer table etc)
Mattresses

3) Home Decor
Flower vase
Artificial Flowers
Religious gifts
Candle stand
Umbrellas
Photo Frames
Assorted color Stones
Frame Paintings
Water falls (artificial)
Birthday items
Chronology
2001

 Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore and
Hyderabad

2002

 Big Bazaar - ICICI Bank Card is launched.

 Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High
Street Phoenix

2005

 Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting customers to
exchange household junk at Big Bazaar

2007

 The 50th Big Bazaar store is launched in Kanpur

 Big Bazaar partners with Futurebazaar.com to launch India's most popular s hopping portal

2008

 Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of
its 101st store within 7 years of launch
 Big Bazaar joins the league of India‘s Business Super br ands.
br ands. It is voted among the top ten
service brands in the country in the latest Pitch-IMRB international survey

2010

 Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. Adjudged
the most preferred Most Preferred Multi Brand Food & Beverage Chain, Most Preferred Multi
Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop
 Big Bazaar connects over 30,000 small and medium Indian manufacturers and entrepreneurs
with around 200 million customers visiting its stores.
   2011

 200th store opened in India

 Big Bazaar has come up a new logo with a new tag line: ‗Naye India Ka Bazaar‘
 For the convenience of the online customers, Big Bazaar has started free
shipping on all orders above Rs. 1000

2012

 Partnered with Disney to launch "Kidz Cookies", exclusively for kids across
India
 Big Bazaar is planning to add further value to its retail services by offering
Value added services like grinding, de-seeding, vegetables cutting at free of cost

1.4 INTRODUCTION OF D-MART STORE:

D-Mart offer products to satisfy the entire family‘s needs. Merchandise offered at D-Mart
is always at lower prices. Stores are designed with customer convenience in mind. D-Mart
respects your intelligence by offering a wide choice of brand and pack sizes, couple with easy-to-
understand communications and information.

Avenue Super Marts Ltd .

Avenue Super Marts Ltd (ASL)   owns and operates hypermarkets and supermarkets by the store
name D-Mart.

D-Mart   seeks to provide a one-stop shopping experience for the entire family, meeting all their daily
household needs. A wide selection of home utility products is offered, including foods, toiletries, beauty
  Since D-Mart  first opened its doors in the Mumbai region in 2000, it has grown into a trusted and
well-established shopping destination in Maharashtra, Gujarat, Andhra Pradesh and Karnataka. D-
Mart is now looking forward to growing its stores across India.

Culture

At ASL, we‘re strong believers in deriving excellence in customer service through systemic training
and rigor at work. We value simplicity and humility in our people and strongly believe that integrity and
merit is the only route to growth at ASPL. We hire professionals who share our values and unabashedly
lead by example.

Vision

It is our continuous endeavor to investigate, identify and make available new products/categories for
the customer‘s everyday use and at the ‗best‘ value than anybody else.

Presence

D-Mart's  expansion began in 2007, when stores were opened in Ahmedabad, Baroda, Pune, Sangli and
Solapur. Today D-Mart  is established in 46 locations across Maharashtra, Gujarat, Andhra Pradesh and
Karnataka, in:

Maharashtra

 Mumbai  Pune
  Navi Mumbai  Solapur
 Thane  Sangli

Gujarat
 Ahmedabad
 Rajkot
 Baroda
 Surat
 Anand
 Amravati
 Kolhapur 

Andhra Pradesh
Hyderabad, Karnataka Bangalor
Product offrings:

D-Mart ofeers a wide selections of products in the following categories:

 Foods
 Toiletries and Beauty products
 Garments
 Kitchenware
 Bed and Bath linen
 Toys & Gmaes Stationery
 Home Appliances
 Footwar
 1.5 LITRATURE REVIEW

(Doyle& Fenwick 1974; Jain & Etgar 1976: King & Ring 1980; Chowdhury
et al 1998), withsome research efforts having attempted to explore the evolution of store
image formation(Mazursky and Jacoby 1986); and others seeking to conduct a meta-analysis
of retail patronage studies (Pan & Zinkhan 2006). However, the existing literature did not
retail image. Consumers‘ perception of store image is based, in part, on functional qualities
that the store may possess, and by other, less tangible or psychological attributes (Lindquist
1974). Lindquist analyzed over 20 studies dealing with store image formation and identified
35 different aspects that in reveal any prior studies where cluster ing techniques had been
used to study consumers‘ perceptions of stofluence store image for mation. These were
grouped into nine broad categories, including: merchandise, service, clientele, physical
facilities, convenience, promotion, store atmosphere, institutional a ttributes, and post-
transaction satisfaction. Mazursky and Jacoby (1986) conducted a sim ilar analysis and
verified that ―merchandise related aspects‖ (such as quality, pricing and assortment), and
“service related aspects‖ (such as quality in general and salesperson‘s servic e) are among
the most important components of store image. A 1994 study by Baker, Grewal and
Parasuraman confirmed that ―the store image literature suggests there are linkages between
merchandise and service quality, and store image.‖ A later study by Baker, Grewal and
Voss (2002) also confirmed that service quality was a key determinant of store image. Given
the  prevalence in the literature of merchandise and service as two key determinants i n the
formation of store image, these two attributes were selected for this present study to gauge
consumer‟s perceptions of retail stores. These attributes were incorporated in this study by
obtaining consumer similarity  judgments on retailers‘ ―service quality‖ and ―merchandise
quality”. The clustering of retail stores based on these two attributes will yield a better
understanding of competition within the retailing industry. This is of interest from a
strategic marketing standpoint in that many off-price retailers carry the same quality
merchandise as  other, higher priced retailers (namely, department stores and specialty
stores). In previous years, competition within the retail sector was more clearly delineated
 Sample size : 120 respondents

Sampling Method : Random Convenience sampling

Sample Unit : Customer of Big bazaar & D-Mart

Measuring Tools : Questionnaire

2.5 INDUSTRY ANALYSIS:

D MART
D'mart Exclusive, Dolphin Mart's home decor and gifting solutions brand, plans
to open around 35 stores and is targeting a turnover of Rs 80 crore this f iscal. In the current
financial year, the company plans to invest a total sum of Rs 20-25 crore for expansion.
d'mart Exclusif plans to open 3 stand-alone showrooms, 15-16 boutiques at airports/ malls,
and 14-16 franchise stores this fiscal. It also plans to open a kiosk at T3 Terminal in Delhi
and stores in tier 2 and 3 cities as well. The company will also venture into e-commerce by
the end of this year.
Dolphin Mart is the importer and distributor of premium signature art and decor pieces
including silverware, crystal ware, limited edition collectibles, objects d‘art, figurines,
furniture accessories and gifts items, selected and sourced from international brands in Italy,
Spain, Germany, France, UK, and China. The company claims that d‘mart Exclusive is the
sole product distributor for such premium brands in India as per an a greement.

Speaking about the location preferences for its new stores, Praveen Rao, Vice President, and
Dolphin Mart, said: ―The ideal location to open a new store depends on a number of factors.
Our first preference is stand-alone showrooms on high streets, followed by reputed
mall/shopping complexes.‖

Highlighting the key requirements of a franchisee, he said that an exclusive franchisee would
 be required to invest a sum of Rs1 crore and must have an area of 1,200 sq.ft. while a non-
exclusive franchisee would have to invest Rs 30 lakh and have an ar ea between 800 and
1,000 sq.ft. For the shop-in-shop format, the franchisee will have to invest up to Rs 20 lakh
and must have an area of 500-600 sq.ft..‖
 He confirmed that d'mart Exclusive spends 10 percent of its total sales on advertising and
marketing including more than 15 exhibitions annually. Kiosks are an important lead creation
 point for the retailer. Stores contribute 35 percent towards total sales of d'mart Exclusive.
to Rao, among all the products sold at demark Exclusie, the price band between Rest
25,000 and Rs 35,000 is the most popular among Indian customers. Worldwide limited
editions sell the most in India, contributing almost 60 percent towards the total sales of the
company.
There is a huge untapped market for the Rs 140 billion home improvement vertical in
India. Indian consumers have disposable incomes and are looking for more upgraded
lifestyles, which d'mart Exclusive caters to. The market has also extended from metro to tier
2 cities as well, which shows exponential growth in the sector.

Big bazaar
Big Bazaar: This hypermarket chain was introduced in India by Pantaloon
Retail (India) Limited. The year was 2001. The first store opened in Kolkata and was
followed by stores in Hyderabad and Bangalore, in a short span of 22 days. These stores
contributed over Rs 43 crores to the company‘s turnover and over Rs 2.89 crores to the
PBDIT in the first year itself. In 2006-2007 more Indians discovered the value of shopping in
Big Bazaar. Big Bazaar launched 27 new stores in 22 cit ies, covering over 1.40 million
square feet. While Big Bazaar continued to expand in the large cities it also tapped
consumptions potential in smaller cities like Agra, Allahabad, Coimbatore, Surat, Panipat,
Palakkad, Kanpur, and Kolhapur. By May 2008, there were 89 Big Bazaars spread across
various cities and towns across the country.
―Jo bazaar mein milta who sab yahan milta hai‖ is how Rakesh Biyani Director Pantaloon
Retail (India) Limited describes Big Bazaar. The bazaar is a term commonly used for the
market or market place. Whenever any of us need anything the simplest way to get it is to go
to the bazaar. Big Bazaar represents a location where a customer can shop for anything that
he needs for which he would normally visit a bazaar or the markets.

Retail in India is still at a nascent stage. This case study has been prepared as a basis for
discussions, on evolving formats suitable for India.

Pantaloon Retail (India) Limited was incorporated as Manz Wear Private Limited in the year
1987. It became a public limited company in 1991 and was renamed Pantaloon Fashions
(India) Limited and then Pantaloon Retail (India) limited in 1999. Over the years the
company has accelerated growth through its ability to manage change. It integrated
 backwards into garment manufacturing and expanded its retail network at the same time. It
launched three successful brands  –   Pantaloon trouser bar denims and John Miller shirts
 between 1987 and 1993.

The company introduced the concept of The Pantaloon Shoppe, an exclusive men‘s wear
retail store, which expanded across India from 1994-1998 . In the year 1997, Pantaloon
moved to large format lifestyle retailing with the launch of Pantaloons India‘s family St ore.
Pantaloon has grown to a 29 store network and occupies 263,000 sq ft of the retail space.
They contributed Rs 174 crores to the total turnover of the company.

The management was aware that in retail, size mattered. The business revolved around
volumes. Lifestyles retailing did not rally provide these volumes the volumes came from the
large Indian middle class market that was waiting to be tapped. Big Bazaar  –   the discount
store —   was launched in the year 2001, to meet the aspirations of he middle class. In a short
span of two years it had added a Food Bazaar and Gold Bazaar to its ranges of offerings.

At the time of the launch of Big Bazaar there was no real precedent in the Indian market
Giants the RPG hypermarkets had opened in Hyderabad only two months prior to the launch
of Big Bazaar. A western model had to be adapted to suit the needs of the Indian environment
various local markets and local market leaders were studied. This was done to understand the
 product mix and the prices offered. One of the key discount retailers studied was Sarvanna
Stores in Chennai.
Saving is the key to the Indian middle class consumer. The store which would be created had
to offer value to the consumer. Keeping this in mind, the concept of Big Baz aar was created.

2.6 Company overview

Big bazaar

Big Bazaar Pvt., Ltd. operates as a hypermarket. The company offers

fashion and general merchandise including home furnishings, utensils, crockery, cutlery,
sports goods, electronics, toys, footwear, men's and women's apparel, accessories such as
sunglasses, watches, and handbags, luggage, fruits, vegetables, and stationary products. The
company sells its products through its retail stores located nationwide. Big Bazaar Pvt., Ltd.
was founded in 2001 and is based in Mumbai, India. Big Bazaar Pvt., Ltd. operates as a
subsidiary of Future Group.

Kishore Biyani said he is not holding talks with anybody to sell stake in Big
Bazaar Pvt., Ltd and Food Bazaar, Inc. as Future Group has sorted out its debt crisis. "We are
not in discussions with anybody. I don't want to divest my core retail business now. I want to
run it," Kishore Biyani told ET. "Our debt levels are very comfortable and divestment, if any,
will only be in non-core assets," the Future Group Chief said. "In the past one month, Biyani
has managed to reduce his debt by INR 60 billion. Now, he is in no hurry to sell any of his
core businesses," the person close to Future Group sa id.

Mitsubishi Corporation is looking to acquire a stake in Big Bazaar Pvt., Ltd.

Mitsubishi had made it a pre-condition to invest in Future Group‘s food sourcing and back -
end infrastructure, sources familiar with the matter said. Mitsubishi and Future Group
discussed the issue in the US last week and Mitsubishi has even suggested a convertible
structure that will allow an equity stake in Big Bazaar. Kishore Biyani was unavailable for
comments and his spokesperson said the matter was speculative. Mitsubishi did not respond
to Business Standard seeking comment.

D mart

Dolphin Mart Limited, founded in 1992 is engaged in Lifestyle Retail Marketing of

imported rare collectibles ranging from home dcor, art pieces, corporate gifts, furniture and
furniture accessories under two established premium brands namely dMart Exclusif and
Woodmart Exclusif. A national player in the premium luxury segment, is dedicated to
offering a range of aspirational and lifestyle decoratives handpicked from renowned world
class brands across the world, with products from the classic to the contemporary.

―It is a challenge to handle fresh produce,‖ says S Jagdish Krishnan, chief

operating officer, retail and bakery divisions, at Heritage Foods. ―For, it goes through the
farmer-broker-wholeseller-retailer chain which roughly takes a day. If we work along with
farmers and process it quickly, we can sell it profitably.‖ Besides, it also has a 50 -member
team which procures 55 per cent of its fresh produce locally in the areas where it operates.

It has one of the largest multi-product, multi brand service centre in the country, where 400
service staff and 120 skilled technicians work, who provide after-sales, collection and
delivery services to customers.

So whenever a customer buys a big product like air-conditioner, its service centre is
informed about the purchase which in turn calls the customer and says it will send technicians
to install it. Its technicians get in touch with customers and install it.

2.7 Analysis and interpretation

SWOT ANALYSIS

Strengths:

 High brand equity enjoyed by Big Bazaar

 State of the art infrastructure
 A vast variety of stuff available under one roof
 Everyday low prices, which attract customers
 Maximum percent of footfalls converted in sales
 Huge investment capacity
 Tagline of big bazaar

34.17
Yes
65.83
No

Fig.3.13

ANALYSIS:
From the survey, from 120 respondents, gave response for agree with the tagline of
 big bazaar ‗Isse Sasta Aur Acha Kahin Nahin‘ to Yes is 65.83% & No is 34.17%.

INTERPRETATION:
Majority of the customers are give response for satisfied with the tagline of big bazaar
‗Isse Sasta Aur Acha Kahin Nahin‘ we can also interpret from this that tagline of big bazaar
is an even it provides more wide range of product.

D-Mart
Promotion and sales offers were present for most of the items. There were a discount of 10
% on all Navneet products and Cadbury celebrations. There was one separate whole shelf for
garbage dust bin bags selling at Rs.29 wherein the actual MRP was Rs.45.In case of apparels
there is a variety available ranging from menswear, women swear and kids wear.

Advertising
When D-mart had opened up, on the way towards Nahur station, there was a hoarding
nearly for 3 months to advertise that the mall has opened up at Mulund.
D-Mart mostly use discount offers as a promotional tool for increasing sales.Promotional
tools are very much important for D-Mart, in incrasing sales and also in introducing new
 products.
Customers are also satisfied with the promotional tools of D-Mart, mostly they are satisfied
with the discount offers.
Customer are satisfied with the products of D-Mart and also with the behavior of the
employees.
To knoe abiut sales promotional technoques and its effectiveness of D-mart.
The study will be carride out in the city of ahmedabad and wwill enable D-Mart to
understand which consumer and sales promotion scheme are beneficial and like by cistomer
so as to retain for longer period.
This reasearch is helpful to know type of sales promotional scheme used by retail store and to
motivate the consumer for buying the products.

 Tagline of D-Mart „Daily Discounts, Daily Savings.!

 No. %

Yes 69 57.5

 No 51 42.5

Total 120 100

Tagline of D-Mart

42.5
Yes
57.5
No

Fig.3.14

ANALYSIS:
From the survey, from 120 respondents, gave response for agree with the tagline of D-
Mart ‗Daily Discounts, Daily Savings…!‘ to Yes is 57.5% & No is 42.5%.
INTERPRETATION:
Majority of the customers are give response for agree with the tagline of D-Mart
‗Daily Discounts, Daily Savings…!‘ we can also interpret from this that tagline of D-
Mart It is also clearly known that D-Mart sales its goods at a discounted price as
compared to the market. Even it provides a good service and ambience to its
customers who encourage them to visit D-Mart more and more times.

 Advertisement effects in shopping behavior.

 No. %.

Yes 88 73.33

 No 32 26.67

Total 120 100

Advertisement effects

26.67
Yes
73.33 No

Fig.3.15

ANALYSIS:
From the survey, from 120 respondents, gave response for advertise effect your
shopping behavior to Yes is 73.33% & No is 26.67%.

INTERPRETATION:
Majority of the customers are give response for advertisement effect in shopping
 behavior to People mostly come to store as they get various kinds of products under
one roof. Store should try and produce more qualitative products so that customers
can get more satisfaction and would never think of not doing shopping in store.
  Promotional activities conducted by store
 No. %

Yes 64 53.33

 No 56 46.67

Total 120 100

Promotional activities of store

46.67
53.33 Yes
No

Fig.4.1

ANLAYSIS:
From the survey, from 120 respondents, gave response for aware of promotional
activities conducted by store to Yes is 53.33%, & No is 46.67%

INTERPRETATION:
Majority of the customers are give response for aware of promotional activities
conducted by store. We are also interpreting that product categories like grocery and
clothes, big bazaar has many local branded products. Customers purchase a lot of
these as its cheap in price even though its quality is not so good. As most of the
customers belong to lower class and middle class people, they purchase those local
 branded products as it gives them value for money. Different products of the same
category have different prices. Some customers also pre decides the brand on the local
manufactured grocery and food products of the store. Store should include more of the
 branded products in its each category so that customers have more options to choose
ANNEXIURE
S

QUESTIONNAIRE Code No._____

L D R P In s t i t u t e o f T e c h n o l o g y a n d

Research
Sector 15 Gandhinagar, Gujarat

TOPIC – “A Study on the effective promotional strategy influencing customer for

the products of Big Bazaar and D-Mart”

(This Questionnaire is for the academic research purpose only, the data collected will be
kept confidential)

PERSONAL DETAILS

1) NAME:  _________________________________________________________________

2) GENDER:
Male Female

3) Age.
a) 18-20 b) 21-26
c) 26-30 d) 30 and above

4) OCCUPATION:
a) Student
 b) Employed
c) Self employed
d) Others________________
5) How many members are in your family?
a) 0-2 b) 2-4
c) 4-6 d) More than 6
QUESTIONS
1) Which store first comes to your mind when you think of purchasing a product?
a) Big Bazaar b) D-mart
c) Both* d) None
*Kindly tick out/rank both columns from question 5 to 9.
2) How frequently do you visit a store?
a) Daily b) Weekly
c) Monthly d) Yearly
3) Which store‘s advertisement is more powerful?
a) Big Bazaar b) D-mart
4) How much do you spend as monthly expense while shopping?
a) Below 1000 b) 1000-2000
c) 2000-5000 d) More than 5000
5) Which offer do you like the most? {Please give rank}
Big Bazaar D-Mart
a) Buy-1 get-1 free [ ] a) Buy-1 get-1 free [ ]
 b) Gift voucher [ ] b) Gift voucher [ ]
c) Future card(5% Discount) [ ] c) Future card(5% Discount) [ ]
d) Other_____________________________ d) Other_____________________________

6) To purchase, what kind of services you go to the store? {Please give rank}
Big Bazaar D-Mart
a) Food [ ] a) Food [ ]
 b) Clothe [ ] b) Clothe [ ]
c) Accessories [ ] c) Accessories [ ]
d) Stationary [ ] d) Stationary [ ]
e) Other_____________________ e) Other_____________________

7) Rank the factor that attracted Please choose from below the factor which attracted you
most while purchasing. {give rank}
Big Bazaar D-Mart
a) Offer [ ] a) Offer [ ]
 b) Service [ ] b) Service [ ]
c) Quality [ ] c) Quality [ ]
d) Availability of products [ ] d) Availability of products [ ]
e) Other_____________________ e) Other_____________________
8) From which source did you come to know about outlet? {Please tick out}

Big Bazaar D-Mart

a) T. V. [ ] a) T. V. [ ]
 b) Hoardings [ ] b) Hoardings [ ]
c) Bus paintings [ ] c) Bus paintings [ ]
d) News paper [ ] d) News paper [ ]
e) Other_____________________ e) Other_____________________

9) How would you choose the product from the store? {Please give rank}
Big Bazaar D-Mart
a) Advertisement [ ] a) Advertisement [ ]
 b) Reference [ ] b) Reference [ ]
c) Experience [ ] c) Experience [ ]
d) Quality [ ] d) Quality [ ]
e) Quantity [ ] e) Quantity [ ]
f) Service [ ] f) Service [ ]

10) Main reason for coming to the store? {Give only first 5 rank}
a) Value for money
 b) Discount
c) Saving of time
d) Wide product range available
e) Brand consciousness
f) Other_______________________
11) The advertisement effect your shopping behaviour?

a) Yes b) No
12) Are you agree with the tagline of big bazaar „Isse Sasta Aur Acha Kahin Nahin‟ ?
a) Yes b) No
13) Are you agree with the tagline of D-Mart „Daily Discounts, Daily Savings…!‟?
a) Yes b) No
14) Why big bazaar called big bazaar?
a) Widest range of products
 b) Varieties of different brand
c) Other_______________________

15) Which section of the D-Mart store do you like the most?
a) Food Mart b) b)Household
c) Kids d) Jewel mart
16) How much distance do you have the store?
a) 0-5 km b) 5-10 km
c) 10-15 km d) More than 15 km
17) Are you aware of promotional activities conducted by store?
a) Yes b) b) No
18) Are you happy with the location of store?
a) Yes b) No
19) Do your purchase pattern changes, looking at the promotions?
a) Yes if yes, _______________
 b) No
20) Would you like to make your purchase under unexpected offers?
a) Yes b) No
21) Are you satisfied with service provided by store?
a) Yes b) No
22) Are you happy with the parking facility provided?
a) Yes b) No
23) Any valuable suggestion?
……………………………………………………………………………………………
…………………………………………………………………………………………....