CHAPTER 1: INTRODUCTION

Sales promotion serves as a dynamic process crucial for stimulating short-term demand and sales
across various industries. It encompasses strategies aimed at launching new products, enhancing
short-term sales, expanding the customer base, and managing existing stock effectively. While
sales promotions offer several advantages such as insights into consumer behavior, increased sales
revenue, and loyalty building, they also come with drawbacks like product devaluation,
compromised selling prices, and over-reliance leading to a lack of loyal customers.
The Indian retail industry stands as a significant contributor to the nation's economy, witnessing
substantial growth and development over the years. With strong linkages to economic growth,
organized retailing has gained popularity in metropolitan cities and beyond. Future Group, notably
through its retail chain Big Bazaar, has played a pivotal role in reshaping India's retail landscape.
Celebrating its 10th anniversary with a fresh branding approach, Big Bazaar symbolizes the
amalgamation of traditional bazaars with modern retail conveniences, catering to diverse consumer
needs across the country.

1.1 Introduction to the Topic

This research delves into the realm of sales promotion within the context of Big Bazaar, a
prominent player in India's retail sector. The study aims to uncover the influence of advertising
and sales promotion on Big Bazaar's sales performance, scrutinize various sales promotion
techniques employed, and gauge customer satisfaction levels. Through a focused inquiry, it seeks
to identify factors shaping consumer behavior and suggest improvements to enhance sales
promotion effectiveness in a competitive market environment.
Sales promotion has emerged as a crucial tool for businesses aiming to spur short-term growth and
boost sales. Its diverse objectives include launching new products, clearing existing stock, and
attracting more customers, all aimed at driving purchasing behavior. While it offers numerous
advantages such as insights into buying patterns, enhanced sales, and fostering customer loyalty,
it also presents certain disadvantages like product devaluation and a potential compromise on long-
term revenue goals. Understanding these dynamics is essential for businesses, particularly in the
ever-evolving landscape of the Indian retail industry.
Consumer attitudes and behaviors are dynamic, posing challenges to sustained sales growth. In
response, marketing strategies like sales promotion play a pivotal role in influencing purchasing
decisions. This study is motivated by the necessity to comprehend the evolving landscape of
consumer behavior within the retail sector, particularly in the context of sales promotion strategies.
By exploring consumer preferences, purchasing patterns, and the efficacy of sales promotion
tactics, it aims to provide actionable insights for businesses like Big Bazaar to navigate and thrive
in the competitive marketplace.
1.2 BRIEF ABOUT THE COMPANY
Big Bazaar, a prominent retail chain, operates under the umbrella of Future Group, one of India's
leading retail conglomerates. Future Group boasts several well-known retail brands such as
Pantaloons, Central, Food Bazaar, and Home Town, among others. With a presence in over 90
cities and towns, as well as 60 rural locations across India, Big Bazaar alone operates millions of
square feet of retail space. The chain has played a significant role in reshaping the retail landscape
in India, particularly through its focus on offering affordable and quality products to a diverse
customer base.
Established in 2001, Big Bazaar has continually evolved to meet the changing needs and
preferences of Indian consumers. Over the years, it has expanded its product offerings, enhanced
customer conveniences, and provided a platform for thousands of small, medium, and large
producers and manufacturers to reach Indian consumers. Big Bazaar's commitment to 'Indianans'
reflects in its corporate ethos, emphasizing the importance of understanding Indian consumers and
building businesses based on indigenous ideas.

1.3 OBJECTIVES OF THE STUDY

1. Investigate the sales promotional activities carried out by Big Bazaar.
2. Identify the tools and techniques of sales promotion used by Big Bazaar.
3. Assess the level of satisfaction towards the sales promotional activities conducted by Big
Bazaar.
4. Analyze the factors influencing the purchase decisions of customers at Big Bazaar.
5. Propose improvements for sales promotion strategies in the competitive market based on the
study findings.

1.4 NATURE & SCOPE OF THE STUDY

The nature of this study delves into the intricate dynamics between sales promotion strategies and
consumer behavior, particularly within the context of retail environments like Big Bazaar. It aims
to explore how various promotional activities influence consumer purchasing decisions and,
subsequently, impact sales performance. By examining both priced and non-priced promotional
tactics, this study seeks to uncover the nuances of consumer responses and preferences, shedding
light on the effectiveness of different promotional approaches.
This research endeavors to dissect the multifaceted relationship between sales promotions and
consumer behavior, offering valuable insights for businesses aiming to enhance their marketing
strategies. It encompasses an exploration of diverse consumer demographics, including factors
such as age, gender, occupation, income, and shopping interests, to understand how these variables
interact with promotional activities. Furthermore, the study extends its scope to evaluate the
efficacy of current promotional practices and proposes potential avenues for improvement, thus
providing actionable recommendations for businesses operating in competitive retail landscapes.
Through a comprehensive analysis of the intricate interplay between sales promotions and
consumer behavior, this study aims to offer practical insights that can inform strategic decision-
making and drive sustainable growth in the retail sector.

1.5 HYPOTHESIS OF THE STUDY

1. H0: There is no significant impact of sales promotion activities on consumer buying behavior.
H1: Sales promotion activities have a significant impact on consumer buying behavior.
2. H0: Different types of sales promotional activities do not have a varying impact on consumer
buying behavior.
H1: Various types of sales promotional activities have different effects on consumer buying
behavior.
3. H0: Consumer demographics, such as age, gender, occupation, and income, do not significantly
affect the effectiveness of sales promotion strategies.
H1: Consumer demographics play a significant role in influencing the effectiveness of sales
promotion strategies.

1.6 LIMITATIONS OF THE STUDY

1. The survey was conducted solely through Google Forms distributed to customers of Big Bazaar
in Chennai, limiting the generalizability of the findings.
2. It was challenging to cover the entire market, leading to potential biases in the sample.
3. Many customers showed reluctance to respond to the survey, which could introduce response
bias.
4. Data collection was solely reliant on Google Forms, which may limit the depth and richness of
the data obtained.
5. A sample size of only 110 customers was utilized for the study, potentially affecting the
statistical power and reliability of the findings.
 CHAPTER 2: REVIEW OF LITERATURE

1. McDougall and Fry (1974), Biswas and Blair (1991) - "The Effect of Rebate Offers on
Consumer Behavior"
- Previous research indicates that rebate offers perceived as valuable by consumers result in
increased acceptance and influence purchase decisions.

2. Banks & Moorthy (1999), Kopalle & Mela (1999), Smith & Sinha (2000), Gilbert & Jackaria
(2002) - "Impact of Price Discounts on Consumer Behavior"
- Price discounts have been shown to significantly influence consumer purchasing behavior,
leading to increased sales, particularly among price-conscious consumers.

3. Kardes (1999) - "Role of Free Samples in Influencing Consumer Behavior"

- Free samples are effective in influencing consumer purchasing behavior by encouraging
product trial, leading to increased sales.

4. Sinha and Smith (2000), Li, Sun, and Wang (2007) - "Effectiveness of 'Buy-One-Get-One-Free'
Promotions"
- 'Buy-One-Get-One-Free' promotions are effective in influencing consumer behavior by
providing additional value and perceived benefits, resulting in increased sales.

5. Smelser and Baltes (2001), William (2002), Yip (2003) - "Impact of Social Class on Consumer
Purchase Behavior"
- Social class significantly influences consumer purchase behavior, affecting attitudes,
motivations, and decision-making processes.

6. Guadagni & John D. C. Little (1983), Gupta (1988), Montgomery (1971), Schneider & Currim
(1991), Webster (1965), Blattberg, Peacock, & Sen (1976) - "Association of Promotions with
Brand Switching and Loyalty"
- Promotions have been associated with brand switching and reduced brand loyalty, as observed
in various studies analyzing purchasing behavior and brand preferences.
7. Peattie & Peattie (1994) - "Definition and Role of Sales Promotion"
- Sales promotion is defined as marketing activities aimed at encouraging direct responses from
consumers or intermediaries through the offer of additional benefits, contributing to short-term
sales growth and customer loyalty.

8. Adeleke & Aminu (2012) - "Impact of Competition on Brand Loyalty in the Nigerian Noodles
Market"
- The Nigerian noodles market is characterized by intense competition, environmental factors,
and brand attributes, all of which influence brand loyalty. Indomie noodles, among others, have
maintained a competitive edge due to factors such as quality, promotion, and brand recognition.
 CHAPTER 3 : COMPANY PROFILE

3.1 ABOUT COMPANY

Big Bazaar, a cornerstone of the Future Group's retail network, stands as a beacon of innovation
and affordability in India's retail landscape. Established in 2001, Big Bazaar has redefined
shopping experiences for millions of Indian consumers, offering a diverse range of products at
unbeatable prices. Under the visionary leadership of Kishore Biyani, the Future Group has
expanded its footprint across various retail formats, embodying the ethos of 'Indianness' and
fostering economic development.

Big Bazaar's Vision and Mission:

Vision: Big Bazaar aspires to deliver everything, everywhere, every time, for every Indian
consumer in the most profitable manner.
Mission:
 Creating and executing future scenarios in the consumption space for economic
development.
 Becoming a trendsetter in delivery formats, retail realty, and affordability for all customer
segments.
 Infusing Indian brands with confidence and ambition while prioritizing efficiency, cost-
consciousness, and quality.

Core Values:
Big Bazaar operates on a foundation of core values that guide its actions and decisions:
- Indianness: Embracing the rich cultural heritage and diversity of India.
- Leadership: Leading by example in both thought and business practices.
- Respect and Humility: Treating every individual with respect and maintaining humility in
conduct.
- Introspection: Engaging in purposeful thinking to drive continuous improvement.
- Openness: Remaining open and receptive to new ideas, knowledge, and information.
- Valuing and Nurturing Relationships: Building enduring relationships with customers, partners,
and stakeholders.
- Simplicity and Positivity: Adopting simplicity and positivity in thought, business, and action.
- Flow: Respecting and aligning with the universal law of nature.
- Adaptability: Remaining flexible and adaptable to navigate challenges and opportunities.

Key Features:
1. Product Variety: Big Bazaar offers a comprehensive range of products across categories
such as home and furniture, electronics, jewelry, toys, grocery, clothing, footwear, and
more. This diverse product selection ensures that customers can find everything they need
in one place.
2. Discounts and Offers: A key aspect of Big Bazaar's business model is its focus on
providing customers with attractive discounts and offers. This pricing strategy, coupled
with the principle of "low margin, high turnover," allows Big Bazaar to maintain
competitive pricing and drive customer footfall.

Revenue Model: Big Bazaar generates revenue through various tactics aimed at maximizing sales
and profitability:
1. Bulk Purchase: Big Bazaar purchases products in bulk from manufacturers at discounted
prices and sells them to consumers at a margin, ensuring profitability through volume sales.
2. Product Bundling: To clear slow-moving stock and optimize inventory, Big Bazaar
bundles products together, offering them to customers at discounted rates. This strategy
helps in stock clearance and enhances customer value.
3. Leveraging Products: Big Bazaar strategically showcases and promotes certain brands or
products within its stores to increase visibility and drive sales. By leveraging popular
brands, Big Bazaar enhances its product offerings and attracts more customers.

Sales Performance:
Over the past decade, Big Bazaar has witnessed exponential growth, expanding its presence to
over 100 stores in 90 cities across India. Through strategic initiatives and customer-centric
approaches, the brand has cultivated strong relationships with over 15,000 suppliers, offering
quality products to millions of consumers.

Milestones:
Big Bazaar's journey is marked by numerous milestones, including the launch of its flagship stores
in Kolkata, Bangalore, and Hyderabad in 2001, and the rapid expansion to over 100 stores by 2009.
The brand's commitment to innovation and customer service has earned it accolades such as the
Most Trusted Brand in 2024.

Departments:
Big Bazaar operates various departments within its stores, including Food Bazaar, Appliances,
Footwear, Furniture, and Human Resources, among others. Each department is dedicated to
providing exceptional service and meeting the diverse needs of customers.

Leadership:
Led by visionary entrepreneur Kishore Biyani, the Future Group is a prominent player in India's
retail landscape. With a diverse portfolio of retail chains, including Big Bazaar, Pantaloons, and
Food Bazaar, the group has established a strong presence across India. Future Group's core values
of 'Indianness,' innovation, and customer-centricity underscore its mission to serve Indian
consumers with quality products and affordable prices. Through continuous expansion, strategic
partnerships, and a deep understanding of consumer preferences, Future Group continues to shape
the retail industry and contribute to India's economic development.

Future Outlook:
As Big Bazaar commemorates its 15th anniversary with fresh branding and renewed promises, the
Future Group remains committed to rewriting rules while retaining its core values. With a focus
on innovation, affordability, and customer satisfaction, Big Bazaar is poised to continue its legacy
of serving Indian consumers and driving economic development in the years to come.

3.2 INDUSTRY OVERVIEW:

The Indian retail industry is a vital contributor to the country's economic growth, reflecting its
strong linkages with consumer spending and economic development. With India being one of the
largest emerging markets globally, its retail sector holds immense potential for expansion and
innovation. The industry has undergone significant transformation over the years, particularly with
the rise of organized retailing. Urbanization, rising incomes, and changing consumer lifestyles
have fueled the growth of modern retail formats, making them increasingly popular in metropolitan
cities and semi-rural areas alike. Overall, the Indian retail industry is characterized by its
dynamism, diversity, and vast consumer base, making it a key driver of India's economic growth
trajectory.
Sales in the Last 10 Years:
Over the past decade, Big Bazaar has experienced robust sales growth, driven by its expansive
retail network, diverse product offerings, and effective marketing strategies. The brand's ability to
adapt to changing consumer preferences, capitalize on festive seasons, and offer attractive
promotions has contributed to its sustained revenue performance. Despite challenges such as
market competition and economic fluctuations, Big Bazaar has consistently maintained its position
as a leading retailer in India.

Sales Promotion by Big Bazaar:

Big Bazaar employs various sales promotion techniques to attract customers and drive sales. These
include discounts, loyalty programs, festive offers, promotional events, and tie-ups with brands.
By offering compelling value propositions and engaging promotions, Big Bazaar aims to enhance
customer loyalty, increase footfalls, and maximize sales volumes. The brand's sales promotion
strategies are designed to resonate with diverse consumer segments and create memorable
shopping experiences.

Consumer Behavior towards Sales Promotion:

Consumer behavior towards sales promotion at Big Bazaar reflects a combination of rational and
emotional factors. While discounts and offers influence purchase decisions, other factors such as
brand loyalty, product quality, and shopping experience also play significant roles. Understanding
consumer preferences and motivations enables Big Bazaar to tailor its sales promotion strategies
effectively, thereby enhancing customer engagement and driving sales growth.

3.3 COMPANY ANANLYSIS

SWOT Analysis:
Strengths:
 Extensive retail network and market presence.
 Diverse product offerings catering to different consumer segments.
 Strong brand reputation and customer loyalty.
 Effective sales promotion strategies driving customer engagement.
Weaknesses:
 Intense competition from both traditional and online retailers.
  Dependency on external factors such as economic conditions and consumer spending
patterns.
 Operational challenges related to inventory management and supply chain.
Opportunities:
 Expansion into untapped markets and emerging urban centers.
 Innovation in product offerings and service delivery.
 Strategic partnerships and collaborations to enhance market reach.
Threats:
 Rapid technological advancements impacting traditional retail models.
 Changing consumer preferences and evolving shopping behaviors.
 Regulatory changes and government policies affecting the retail sector.

PESTEL Analysis:
Political: Government policies and regulations regarding foreign direct investment, taxation, and
trade agreements impact the retail sector's operations and growth prospects.
Economic: Economic factors such as inflation, GDP growth, and consumer spending influence
purchasing power and overall market demand for retail products.
Social: Changing demographics, lifestyle preferences, and cultural trends shape consumer
behavior and shopping patterns, impacting retailers like Big Bazaar.
Technological: Technological advancements in e-commerce, digital payment systems, and data
analytics drive innovation and disrupt traditional retail models.
Environmental: Increasing awareness of environmental sustainability and ethical sourcing
practices influence consumer preferences and brand perceptions in the retail industry.
Legal: Compliance with labor laws, intellectual property rights, and consumer protection
regulations is essential for retailers to ensure legal and ethical business practices.

Competitor Analysis: Big Bazaar's Market Dominance

Competitors:
Big Bazaar faces competition from both traditional and modern retailers in India's retail sector.
Major competitors include:
1. Reliance Retail: Reliance Retail operates a diverse portfolio of retail formats including Reliance
Fresh, Reliance Smart, and Reliance Trends, competing directly with Big Bazaar across various
product categories.
2. D-Mart: Owned by Avenue Supermarts Limited, D-Mart is known for its low-cost business
model and strong presence in western India. It competes with Big Bazaar in the hypermarket and
supermarket segments.

3. Spencer's Retail: Spencer's Retail, a subsidiary of RP-Sanjiv Goenka Group, operates

hypermarkets, supermarkets, and convenience stores, offering stiff competition to Big Bazaar,
particularly in metro cities.

Big Bazaar's Competitive Edge:

Big Bazaar maintains a leading position in the Indian retail landscape owing to several key factors:
1. Extensive Network: With over 100 stores across India, Big Bazaar enjoys a widespread
geographical presence, reaching both urban and rural consumers effectively.
2. Diverse Product Range: Big Bazaar offers a wide array of products spanning multiple categories
including food, apparel, electronics, and home essentials, catering to diverse consumer needs and
preferences.
3. Strong Brand Equity: Big Bazaar's brand reputation and customer loyalty contribute
significantly to its competitive advantage, attracting repeat customers and fostering brand
advocacy.
4. Effective Sales Promotion: Big Bazaar employs robust sales promotion strategies such as
discounts, offers, loyalty programs, and festive sales to engage consumers and drive sales, setting
it apart from competitors.

Sales Promotion Strategies:

Big Bazaar employs various sales promotion tactics to incentivize purchases and enhance customer
engagement:
1. Discounts and Offers: Big Bazaar frequently offers discounts and special deals on a wide range
of products, enticing customers with attractive savings opportunities.
2. Loyalty Programs: The retailer operates loyalty programs such as the Big Bazaar Profit Club,
rewarding customers with exclusive benefits and discounts based on their purchase behavior.
3. Festive Sales: Big Bazaar hosts special festive sales events such as "Sabse Sasta Din" (Cheapest
Day) and "Maha Bachat" (Great Savings), offering compelling discounts and promotions during
key festive periods.

Impact on Consumer Behavior:

Big Bazaar's sales promotion strategies have a significant impact on consumer behavior:
1. Purchase Intent: Discounts and offers prompt consumers to make immediate purchase decisions,
capitalizing on perceived value and savings.
2. Brand Loyalty: Loyalty programs incentivize repeat purchases and foster long-term customer
relationships, enhancing brand loyalty and retention.
3. Footfall Generation: Festive sales and special events attract a surge in footfall, driving store
traffic and increasing opportunities for upselling and cross-selling.

Recent Developments:
Big Bazaar continues to innovate and expand its operations to maintain its market leadership:
- In recent news, Big Bazaar announced the launch of its new flagship store in a prominent metro
city, featuring innovative customer experiences and enhanced product offerings.
- Additionally, the retailer unveiled a digital-first approach to sales promotion, leveraging social
media platforms and mobile apps to reach and engage tech-savvy consumers effectively.
- Big Bazaar also partnered with leading e-commerce platforms to strengthen its omni-channel
presence, offering seamless shopping experiences both online and offline.

Big Bazaar's strategic sales promotion initiatives, coupled with its expansive retail network and
customer-centric ethos, position it as a pioneer in India's retail landscape. With a relentless focus
on innovation, affordability, and customer satisfaction, Big Bazaar continues to shape the future
of retail, driving sustainable growth and success in the dynamic Indian market.
 CHAPTER 4: RESEARCH METHODOLOGY

Research Type: Descriptive Research

Population Size: Customers of Big Bazaar, Mumbai.
Sampling Techniques: Convenience Sampling
Sampling Area: Chennai
Sampling Size: Still in progress
Data Collection Instrument: Questionnaire

5.1 Descriptive Research:

Descriptive research focuses on describing the characteristics or behaviors of a demographic
segment, without delving into the reasons behind these phenomena. It aims to provide insights into
the subject being studied.

5.2 Research Design:

Research design outlines the systematic approach taken by the researcher to conduct the study. It
involves planning various methods and techniques to address the research questions effectively.

5.3 Sampling Technique:

Convenience sampling was utilized, wherein respondents were selected based on their accessibility
and availability, rather than through random selection.

Source Data:
The study employed both primary and secondary data sources. Primary data was collected directly
from respondents, while secondary data was obtained from existing sources such as the internet or
previous studies.

Sampling Design:
A sample design serves as a roadmap for selecting survey participants. In this study, the sample
population consisted of customers of Big Bazaar in Chennai, with a sample size of 110
respondents.
5.4 Methodology and Framework:
The study employed various statistical tools for data analysis and interpretation, including
percentage method analysis, chi-square analysis, and simple correlations.

5.5 Percentage Method:

The percentage formula was utilized to express the share or proportion of a particular variable in
relation to the whole, providing a standardized measure for comparison.

5.6 Chi-Square:
Chi-square tests, specifically Pearson’s chi-square test of association, were used to analyze
categorical data and determine if there was a significant relationship between two independent
variables.

5.7 Simple Correlation:

Simple correlation analysis was conducted to assess the strength and direction of the relationship
between two variables, represented by a correlation coefficient ranging from -1 to 1.

This research methodology provides a structured approach to gathering and analyzing data, aiming
to derive meaningful insights into the behavior and preferences of Big Bazaar customers in
Chennai.
 Chapter 5: DATA COLLECTION AND ANALYSIS

1. Classification Based on Age

Age Group Number of Respondents

18-25 12
26-35 15
36-45 10
46-55 8
56 and above 5
Total 50

Age
20

15

10

0
18-25 26-35 36-45 46-55

Number of Respondents

2. Classification Based on Gender

Gender Number of Respondents

Male 30
Female
Female 20
Total 50

Male

3. Occupation of Respondents

Occupation Number of Respondents

Student 10
Professional 20
Homemaker 7
Retired 8
Others 5
Total 50
 Number of Respondents

10%
20%
16%
Student
Professional
14% Homemaker
40% Retired
Others

4. Thought About Price of the Product

Satisfaction Level Number of Respondents

Highly Satisfied 12
Satisfied 20
Moderate 10
Dissatisfied 8
Total 50

SATISFACTION LEVEL
Number of Respondents
25

20

15

10

0
Highly Satisfied Satisfied Moderate Dissatisfied
5. Sales and Promotional Activities

Promotional Activity Number of Respondents

Pay back offers 18
Monthly saving offers 10
Gift voucher 15
Big day offers 7
Total 50

Promotional Activity

Pay back offers

Monthly saving offers
Gift voucher
Big day offers

6. The Approach of a Sales Representative in Big Bazaar

Rating Number of Respondents

Excellent 15
Good 20
Fair 10
Poor 5
Total 50

Approach of a Sales Representative Rating

Number of Respondents
Poor

Fair

Good

Excellent

0 5 10 15 20 25
7. Suitable Medium to Promote Promotional Schemes
Medium to Promote
Medium Number of Respondents
Radio 8 Promotional Schemes
TV 20
News Paper 15
Others 7
Total 50

Radio TV News Paper Others

8. Factors Considered While Purchasing a Product in Big Bazaar

Factor Number of Respondents

Quality 18
Company Image 10
Price 15
Others 7
Total 50

Factors Considered While Purchasing

20
18
16
14
12
10
8
6
4
2
0
Quality Company Image Price Others

Number of Respondents
9. Reason Behind Purchasing at Big Bazaar

Reason Number of Respondents

Good satisfaction 15
Reasonable price 20
More offers 10
Any Other 5
Total 50

REASON BEHIND PURCHASING

Number of Respondents
20
15

10

5
GOOD SATISFACTION REASONABLE PRICE MORE OFFERS ANY OTHER
 CHAPTER 6: SUGGESTIONS AND CONCLUSION

Suggestions for Improving Sales Promotion at Big Bazaar

1. Enhance the T24 Free Recharge Scheme:

The T24 free recharge scheme, which offers telecom services, has not reached a significant portion of
customers effectively. Employees from the T24 department should be trained to communicate the benefits
of this scheme more clearly and persuasively. Creating informational brochures and conducting in-store
demonstrations could help customers understand and appreciate the value of the T24 free recharge.
2. Improve Payback Offers:
The payback scheme, designed to reward loyal customers, also requires better communication and
promotion. Employees should be well-versed in explaining the benefits and mechanics of the payback
offers. Regular training sessions and incentives for employees who successfully enroll customers into the
payback program could enhance its effectiveness. Additionally, using digital platforms such as emails,
SMS, and the Big Bazaar app to remind customers of their payback points and upcoming promotions could
increase engagement.
3. Enhance Store Ambience:
Customers have reported that the store ambiance is affected by unwanted background music, external
noise, and bakery odors. Implementing a more pleasant and consistent audio environment, perhaps with
soft background music, can improve the shopping experience. Addressing external noise through better
soundproofing and managing bakery smells through improved ventilation systems will also contribute to a
more comfortable shopping environment.
4. Better Advertising Strategies:
Many customers perceive the advertising efforts of Big Bazaar as average. To enhance brand recall and
recognition, a more robust and frequent advertising strategy is needed. This could include a mix of
television ads, social media campaigns, and in-store promotions. Highlighting unique offers and new
product lines through engaging content can capture the attention of a broader audience. Interactive and
personalized advertising, such as targeted social media ads based on shopping behavior, can also increase
effectiveness.
5. Improve Exchange Mela Offers:
The exchange mela, a promotional event where customers can exchange old items for discounts, needs
revamping. Instead of offering discount coupons, Big Bazaar could provide immediate value through the
exchange of old items for new products of similar worth. This direct value exchange can be more appealing
to customers and encourage higher participation rates.

6. Focus on Quality and Customer Experience:

 Quality is a critical factor for customers when making purchasing decisions at Big Bazaar. Ensuring that
all products meet high-quality standards and that the shopping experience is seamless will strengthen
customer trust and loyalty. Regular quality checks and customer feedback sessions can help maintain and
improve product standards.
7. Enhanced Customer Communication:
Effective communication is key to promoting sales schemes and ensuring customer satisfaction. Utilizing
multiple communication channels such as in-store signage, digital displays, and personalized messages
through the Big Bazaar app can keep customers informed about ongoing promotions and new offers.
Engaging customers through surveys and feedback forms can also provide valuable insights into their
preferences and areas for improvement.
8. Expand the Monthly Savings Offers:
Monthly savings offers are well-received by customers. Expanding these offers to include a wider range
of products and introducing tiered discounts based on purchase amounts can incentivize higher spending.
Additionally, promoting these offers through email newsletters and social media can increase awareness
and participation.
CONCLUSION

In conclusion, sales promotional activities are crucial for attracting and retaining customers at Big Bazaar.
While current promotions such as monthly savings and big day offers are effective, there is significant
potential for improvement in other areas. By enhancing communication about the T24 free recharge and
payback schemes, improving store ambiance, adopting better advertising strategies, and refining the
exchange mela, Big Bazaar can further boost customer satisfaction and sales.
Quality and customer experience should remain at the forefront of all promotional strategies. Regularly
gathering and acting on customer feedback will ensure that Big Bazaar stays aligned with consumer
expectations and market trends. By implementing these suggestions, Big Bazaar can solidify its position as
a leader in the Indian retail market and continue to grow its customer base.
Ultimately, the goal is to create a shopping environment that not only meets but exceeds customer
expectations, thereby fostering loyalty and driving sales growth. The future of retail lies in understanding
and adapting to the evolving needs of consumers, and Big Bazaar is well-positioned to lead this
transformation through innovative and customer-centric sales promotion strategies.
ANNEXURE:

QUESTIONNAIRE

Demographic Details:
Name:
Qualifications:
Age:
Occupation:
Gender:

1. Which factors do you normally consider while purchasing a product in Big Bazaar?
- A. Ambiance
- B. Quality
- C. Company image
- D. Price
- E. Others

2. Which sales promotional activity attracts you more?

- A. Offer
- B. Discount on every article
- C. Gift on purchase
- D. Prices off
- E. Others

3. What do you think about the price of the products?

- A. Highly satisfied
- B. Satisfied
- C. Moderate
 - D. Dissatisfied
- E. Highly dissatisfied

4. In which sales promotional activities are you satisfied more in Big Bazaar?
- A. Payback offer
- B. Monthly saving offer
- C. Gift voucher
- D. Big day offer
- E. Others

5. In which department do you prefer to buy more products in Big Bazaar, Mumbai?
- A. Food
- B. Home appliances
- C. Toys and sports
- D. Non-food (soap, men's grooming)
- E. Others

6. What do you think about the approach of a sales representative?

- A. Excellent
- B. Good
- C. Average
- D. Bad
- E. Very bad

7. Opinion about the sales promotion activities carried out by the company?
- A. Excellent
- B. Good
- C. Average
- D. Bad
- E. Very poor
8. What is your opinion about the advertisement?
- A. Highly satisfied
- B. Satisfied
- C. Average
- D. Dissatisfied
- E. Highly dissatisfied

9. What is your opinion about the availability of products in Big Bazaar?

- A. Excellent
- B. Good
- C. Average
- D. Poor
- E. Very poor

10. Which medium do you feel is suitable to promote the various promotional schemes?
- A. Radio
- B. TV
- C. Newspaper
- D. Hoarding
- E. Others

11. What do you think about the sales services of Big Bazaar?
- A. Excellent
- B. Good
- C. Average
- D. Bad
- E. Very bad

12. Do you consider promotional schemes while purchasing a product in Big Bazaar?
 - A. Yes
- B. No

13. What is your average billing range in Big Bazaar, Mumbai?

- A. Below 500
- B. 501-1000
- C. 1001-3000
- D. 3001-5000
- E. Above 5000
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