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A PROJECT REPORT ON A study on effectiveness of advertisement carried out by BIG BAZAAR

VIEWS: 110 PAGES: 80

									      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                     BY BIG BAZAAR AT HUBLI”



                             CONTENTS




   EXECUTIVE SUMMARY           4–5

   ABOUT INDUSTRY              6 - 22

   COMPANY PROFILE             23 - 35

   RESEARCH METHODOLOGY 36 - 43

   DATA ANALYSIS               44 – 68

   FINDINGS                    69 – 71

   SUGGESTIONS                  72

   CONCLUSION                  73

   BIBLIOGRAPHY

      APPENDICES




Babasabpatilfreepptmba.com                              Page 1
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                               BY BIG BAZAAR AT HUBLI”




EXECUTIVE SUMMARY


Indian retail sector is witnessing one of the most hectic Marketing activities of all times.
The companies are fighting to win the hearts of customer who is said God by the business
tycoons. There is always a ‘first mover advantage’ in an upcoming sector. In India, that
advantage goes to “BIG BAZAAR”. It has brought about many changes in the buying
habits of people. It has created formats which provide all items under one roof at low
rates, or so it claims. In this project, we will study its marketing strategies and
effectiveness of advertisement.


       The research titled “A study on effectiveness of advertisement carried out by
BIG BAZAAR at hubli”, helps us to understand the effectiveness of Advertisement, on
the customers to visit the outlet. The study of       Advertisement helps us to know the
strategies to conduct them & how to make them more effective in attracting more & more
customers.


       The report deals with the impact of         Advertisement on attracting customers
towards the outlet and making customers to buy more.


       The research 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 survey research. The instrument
used for the data collection was questionnaire. The target respondents were the visitors
of BIG BAZAAR, with the sample size of 100 for the study of Advertisement of the
company.


        As per the study, most of the people were aware & attracted by the Advertisement
carried out of BIG BAZAAR..




Babasabpatilfreepptmba.com                                                           Page 2
      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                            BY BIG BAZAAR AT HUBLI”




  Topic of the study

  “A study on effectiveness of advertisement carried out by BIG BAZAAR at hubli”




  Objectives
      To know the different Medias used by BIG BAZAAR for advertisement.
      To determine the effectiveness of each media.
      To study consumer perception towards advertisements of Big Bazaar.
      To understand schemes & offers provided by Big Bazaar.
      To know the impact of advertisements on sales.




  Findings
  1) In the 100 respondent, 38% people are known by news paper,34% people
       Are known by TV,others are known by internet and friends.
  2) By the survey we can say that 66% people have come across the TV and 26%
       People have come across print media.some people have come across internet and
       others media.
  3) According to respondents view 80% people say BigBazaar is good & 20% people
       say BigBazaar is average.
  4) By the study we came to know that most of people are highly influenced by
       Bigbazaar advertisement & want to visit Bigbazaar & purchase.
  5) In 100% respondents 66% of people said tv advertisement’s are help full on
       getting information of Bigbazaar & very less said Road shows & Wallpaints.



Babasabpatilfreepptmba.com                                                    Page 3
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                             BY BIG BAZAAR AT HUBLI”




From 1st to 6th july in BigBazaar the week yielded a sales of Rs5011481.02 with regular
advertisement, offers & discounts.
In the week 7th to 13th july BigBazaar celebrated it as anniversary week & the sales was
Rs5643815.74


With attractive & new advertisement as well as offers discounts were introduced.
From the above 2 paragraph ot can be interpreted as advertisement are having positive
impact on sales


7th to 13th = 5643815.74
1st to 6th = 5011481.02
             632334.72
   632334.72 is hike in sales.




Babasabpatilfreepptmba.com                                                         Page 4
   “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                     BY BIG BAZAAR AT HUBLI”




INDUSTRY PROFILE




Babasabpatilfreepptmba.com                           Page 5
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                               BY BIG BAZAAR AT HUBLI”

                               INDUSTRY PROFILE



The Global Retail Industry

The global Retail scenario: The US$ 9 trillion Retail industry is one of the world’s largest
industries and still growing. 47 of the Global Fortune 500 companies & 25 of Asia’s Top
200 companies are retailers.


Even as the developing countries are making rapid strides in this industry, organized
Retail is currently dominated by the developed countries with the USA, EU & Japan
constituting 80% of world.


Retail is a significant contributor to the overall economic activity the world over: the total
Retail share in the World GDP is 27% while in the USA it accounts for 22% of the GDP.
The share of organized Retail in the developing markets ranges between 20% to 55%.


Traditionally, local players tend to dominate in their home markets. Wal-Mart, the
world’s leading retailer, has about 8% of the US$ 2,350 billion market in the USA.
Similarly, Tesco has a market share of about 13% in the US$ 406 billion UK market.


The main value propositions that most large retailers use a are a combination of low
price, ‘all-under-one-roof’ convenience and ‘neighborhood’ availability.India has
emerged as the most attractive retail market three years in a row. The Indian Retail
industry is a US$ 270 billion industry and is growing at over 13% per annum. Only about
4.6%(US$12.42 billion) of the industry is organised. If this share increases to 10% by
2011, the size of organised retailing could touch US$ 55 billion – a CAGR of over
35%.At the centre of India’s booming economy are the top six cities of Mumbai, Delhi,
Chennai, Kolkata, Bangalore and Hyderabad representing 6% of the population yet
contributing 14% of the GDP. Also notable is the fact that 85% of India’s urban Retail
market is concentrated in the country’s eight large cities




Babasabpatilfreepptmba.com                                                           Page 6
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                               BY BIG BAZAAR AT HUBLI”

Retail in India is on a cup of transformation. Organized retailing as a professional
service-oriented set-up, is a recent phenomenon in India but is growing at a tremendous
pace with a potential of creating over 2 million new (direct) jobs within the next six
years, assuming an 8 to 10 per cent share of organized retailing in the total retail business.


The fast changing retail environment demands that professionals learn new skills,
improve their efficiency, learn to compete and think out of the box. As retailers work
directly with customers and there is need for good managerial talent to interpret and
satisfy the needs and desires of customers. All this requires an education that is intensive,
comprehensive and closely linked to the retail business world. The need is to have a
program which has all the inherent features of a business management program and
includes experiential learning throughout the program.

Market Trends, Challenges & Opportunities

   1. Across BRIC countries, the food and grocery (F&G) segment is clearly driving
       retail growth. For eg, retail food sales dominate the total retail market in Brazil,
       accounting for almost 54 percent of the total retail sales, while Russia is the
       fastest growing retail food sales market in the world, with the potential to again
       double in size by 2009.
   2. The prevalence of English as a language of communication to a very great extent
       facilitates material sourcing and business communication. While India and Russia
       pose no problems in this regard, Brazil and China present communication
       problems for foreign companies.
   3. The importance of governments that are quick on decision-making and passing
       sliberal trade laws cannot be emphasized enough. In China, for instance, being a
       non-democratic country makes it easier for foreign investors to do business sans
       bureaucratic red-tapism (in comparison to a democratic country like India), the
       obvious reason being that the political establishment is not directly accountable to
       the people.




Babasabpatilfreepptmba.com                                                           Page 7
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                              BY BIG BAZAAR AT HUBLI”

   4. Growing urbanization and metropolitan saturation is leading to the expansion of
       retail formats and investment opportunities towards tier-II cities and rural hubs
       across all four countries.
   5. Continued economic reforms together with the growth of organised retail
       (especially in the F&G segment) has led to growing rural incomes, triggering off
       far-reaching, social impacts. The upcoming ‘Golden Quadrilateral' plan for
       roadways in India, which is to connect the four cities of Delhi, Kolkata, Mumbai
       and Chennai, will have massive economic and social repercussions on rural and
       semi-rural clusters along the vast network. In China too, the government plans to
       create a rural retail network covering 70 percent of all villages by 2009.

Retail in India

India's imminent urbanization process has implications for demand for housing, urban
infrastructure, location of retail, and demand for consumer durables.

The on-stream infrastructure development will drive growth in the transportation sector,
spur demand for vehicles, increase real estate values along the “Golden Quadrilateral”
corridor, and potentially boost construction of suburban homes as people escape
congested cities. Plus, it will open up thousands of villages en route to a global audience
and effectively integrate them with the growing Indian economy.

• Growth of the Retail market, to a great extent, is the dependent on the size of the
country's consuming class and the rate of growth of GDP, especially disposable incomes.

• India is the world's second most populous country and its GDP growth is likely to
surpass that of China by 2015.

• It is estimated that India's GDP will surpass that of the US before 2050, to make it the
world's second largest economy.




Babasabpatilfreepptmba.com                                                          Page 8
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                              BY BIG BAZAAR AT HUBLI”

• Reflecting on the robust growth in India's GDP, consumer expenditure (in current
prices) grew at a relatively high pace of nearly 10 percent per annum over the past two
years.

• India's advantage lies in the fact that it has the largest young population in the world –
over 890 million Indians are below 45 years of age. The median age for India is 25 years
as compared to 28 years for Brazil, 33 years for China and 38 years for Russia.

• There are more English speaking people in India than on the European continent.

• The retailing industry in India, is expected to estimate to US$ 440 Billion by 2010.

• Of the total retail market, food and grocery retail is by far the single largest block
estimated to be worth a whopping Rs.642, 200 crore, but more than 99 percent of this
market is dominated by the neighborhood mom & pop stores.

• Clothing, textiles and fashion accessories constitute the second largest block.

• In terms of formats, the energy in terms of new investments is expected to be driven
towards the supermarkets and hypermarket segments.

• All new players – Reliance Industries, Bharti Retail/ Wal-Mart, AV Birla Group, Vishal
mega mart – have shown interest towards developing these two formats, along with
wholesale, cash & carry outlets, while India's largest retailer – Pantaloon Retail India Ltd.
– has a continuous store rollout schedule for its Big Bazaar hypermarkets and Food
Bazaar supermarkets.




Babasabpatilfreepptmba.com                                                          Page 9
        “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                 BY BIG BAZAAR AT HUBLI”



INDIA: A Hot Spot

          India retail industry is the largest industry in India, with an employment of around
8% and contributing to over 10% of the country's GDP. Retail industry in India is
expected to rise 25% yearly being driven by strong income growth, changing lifestyles,
and                       favorable                   demographic                     patterns.


          It is expected that by 2016 modern retail industry in India will be worth US$
175- 200 billion. India retail industry is one of the fastest growing industries with revenue
expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly. A
further increase of 7-8% is expected in the industry of retail in India by growth in
consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has
further been predicted that the retailing industry in India will amount to US$ 21.5 billion
by        2010       from      the     current       size     of         US$    7.5    billion.


        Shopping in India have witnessed a revolution with the change in the consumer
buying behavior and the whole format of shopping also altering. Industry of retail in
India which have become modern can be seen from the fact that there are multi- stored
malls, huge shopping centers, and sprawling complexes which offer food, shopping, and
entertainment all under the same roof.

       India retail industry is expanding itself most aggressively, as a result a great demand
for real estate is being created. Indian retailers preferred means of expansion is to
expand to other regions and to increase the number of their outlets in a city. It is expected
that       by     2010,     India     may     have      600        new     shopping    centers.


     In the Indian retailing industry, food is the most dominating sector and is growing at a
rate of 9% annually. The branded food industry is trying to enter the India retail industry
and convert Indian consumers to branded food. Since at present 60% of the Indian
grocery basket consists of non- branded items.




Babasabpatilfreepptmba.com                                                            Page 10
       “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                               BY BIG BAZAAR AT HUBLI”

   As the contemporary retail sector in India is reflected in sprawling shopping centers,
multiplex- malls and huge complexes offer shopping, entertainment and food all under
one roof, the concept of shopping has altered in terms of format and consumer buying
behavior, ushering in a revolution in shopping in India. This has also contributed to large-
scale investments in the real estate sector with major national and global players
investing in developing the infrastructure and construction of the retailing business. The
trends that are driving the growth of the retail sector in India are

       Low share of organized retailing
       Falling real estate prices
       Increase in disposable income and customer aspiration

Another credible factor in the prospects of the retail sector in India is the increase in the
young working population. In India, hefty pay packets, nuclear families in urban areas,
along with increasing working-women population and emerging opportunities in the
services sector. These key factors have been the growth drivers of the organized retail
sector in India which now boast of retailing almost all the preferences of life - Apparel &
Accessories, Appliances, Electronics, Cosmetics and Toiletries, Home & Office Products,
Travel and Leisure and many more. With this the retail sector in India is witnessing
rejuvenation as traditional markets make way for new formats such as departmental
stores, hypermarkets, supermarkets and specialty stores.

Retail is clearly the sector that is poised to show the highest growth in the next five years.
The sector is set for a revolution, as both the present players and new entrants are gearing
up to explore the market. This sector contributes 10% of India's GDP and the current
growth rate is 8.5%. The present size of the organized retailing sector is approximately
3% and is expected to grow to 25-30% by the year 2010. There are about 300 new malls,
1500 supermarkets and 325 departmental stores currently under construction. Many
players are coming up with huge investments, due to which the present 12 million mom-
and-pop shops and kirana stores fear losing their business. Most predictions say that the
sector might reach to US$ 400-600 billion by the year 2010.




Babasabpatilfreepptmba.com                                                          Page 11
        “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                 BY BIG BAZAAR AT HUBLI”

Growth drivers in India for retail sector

         Rising incomes and improvements in infrastructure are enlarging consumer
          markets and accelerating the convergence of consumer tastes.
         Liberalization of the Indian economy
         Increase in spending Percapita Income.
         Advent of dual income families also helps in the growth of retail sector.
         Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic,
          etc.
         Consumer preference for shopping in new environs
         The Internet revolution is making the Indian consumer more accessible to the
          growing influences of domestic and foreign retail chains. Reach of satellite T.V.
          channels is helping in creating awareness about global products for local markets.
         About 47% of India's population is under the age of 20; and this will increase to
          55% by 2015. This young population, which is technology-savvy, watch more
          than 50 TV satellite channels, and display the highest propensity to spend, will
          immensely contribute to the growth of the retail sector in the country.
         Availability of quality real estate and mall management practices
         Foreign companies' attraction to India is the billion-plus population.



Types of Retailing:


There are several types we can see in Retailing. They are like,

Specialty Store:

        Narrow product line with deep assortment, viz apparel stores, book stores etc. A
clothing store would be a single line store, men's clothing store would be limited line
store     &      men's   custom-shirt   store    would    be   a    super   specialty   store.
Example: The limited, The Body Shop.




Babasabpatilfreepptmba.com                                                            Page 12
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                               BY BIG BAZAAR AT HUBLI”




Departmental Store:

   Several product lines-typically clothing, household goods, home furnishings- with
each line operated as a separate department managed by specialist buyers or
merchandisers.
Example: Sears, Bloomingdale's.

Supermarkets:

     Relatively large, low-cost, low-margin, high volume, self-service operation designed
to serve total needs for food, laundry & household maintenance products.
Example: Kroger, Safeway.

Convenience Stores:

   Relatively small store located near residential area, open long hours, seven days a
week and carrying a limited line of high-turnover convenience products at slightly higher
prices.
Example: 7-Eleven, Circle K.

Discount Store:

   Standard merchandise sold at lower prices with lower margins and higher volumes.
True discount stores regularly sell merchandise at lower prices and offer mostly national
brands.
Example: Wal-Mart, Kmart.

Off-price retailer:

 Merchandise bought at less than regular wholesale prices & sold at less than retail;
often-leftover goods, overruns and irregulars obtained at reduced prices from
manufacturers or other retailers.



Babasabpatilfreepptmba.com                                                     Page 13
         “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                              BY BIG BAZAAR AT HUBLI”

Factory outlets are owned and operated by manufacturers and normally carry the
manufacturer's        surplus,       discontinued         or        irregular         goods.
Example: Mikasa(dinnerware), Dexter (shoes)

Independent off-price retailers are owned & run by entrepreneurs or by divisions of larger
retail                                                                          corporations.
Example: T.J.Maxx, Filene's Basement.

Superstore:

    Averages 35,000 square feet of selling space traditionally aimed at meeting
consumers' total needs for routinely purchased food and non food items. Usually offer
services such as laundry, dry cleaning, shoe repair, check cashing & bill paying.

A new group called "category killers" carries a deep assortment in a particular category &
a                                  knowledgeable                                       staff.
Example: Borders books & Music, IKEA.

Combination stores are a diversification of the supermarket store into the growing drug-
and-prescription field. Combination food & drug stores average 55,000 square feet of
selling                                                                               space.
Example: Jewel & Osco stores.

Hyper markets:

Hypermarkets range between 80,000 and 220,000 square feet and combine supermarket,
discount & warehouse retailing principles. Product assortment goes beyond routinely
purchased goods & includes furniture, large & small appliances, clothing items and many
other items. Bulk display & minimum handling by store personnel with discounts offered
to customers who are willing to carry heavy appliances and furniture out of the store.
Hypermarkets                     originated                    in                    France.
Example: Carrefour and Casino (France), Pyrca, Continente and Alcampo (Spain).




Babasabpatilfreepptmba.com                                                          Page 14
      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                               BY BIG BAZAAR AT HUBLI”




FDI in India’s Retail Sector


Retailing is the interface between the producer and the individual consumer buying for
personal consumption. This excludes direct interface between the manufacturer and
institutional buyers such as the government and other bulk customers. A retailer is one
who stocks the producer’s goods and is involved in the act of selling it to the individual
consumer, at a margin of profit. As such, retailing is the last link that connects the
individual consumer with the manufacturing and distribution chain. The retail industry in
India is of late often being hailed as one of the sunrise sectors in the economy. AT
Kearney, the well-known international management consultancy, recently identified India
as the ‘second most attractive retail destination’ globally from among thirty emergent
markets. It has made India the cause of a good deal of excitement and the cynosure of
many foreign eyes. With a contribution of 14% to the national GDP and employing 7%
of the total workforce (only agriculture employs more) in the country, the retail industry
is definitely one of the pillars of the Indian economy1.




Foreign direct investment (FDI) has become a key battleground for emerging
markets and some developed countries. Government-level policies are needed to
enable FDI inflows and maximize their returns for both investors and recipient
countries.
Foreign direct investment (FDI) policies play a major role in the economic growth of
developing countries around the world. Attracting FDI inflows with conductive policies
has   therefore    become      a   key    battleground     in   the   emerging     markets.
Developed countries also seek to bring in more FDI and use various policies and
incentives to attract overseas investors, particularly for capital-intensive industries and
advanced                                                                         technology.




Babasabpatilfreepptmba.com                                                         Page 15
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                               BY BIG BAZAAR AT HUBLI”

The primary aim of these policies is to create a friendly business environment where
foreign investors feel comfortable with the legal and financial framework of the country,


and have the potential to reap profits from economically viable businesses. The prospect
of new growth opportunities and outsized profits encourages large capital inflows across
a range of industry and opportunity types.
When policies are effective, significant FDI investments are injected into countries that
help the domestic economy to grow. Different countries and regions offer various kinds
of fiscal incentives, with a related variance in the level of FDI investments attracted.


The Indian Scenario:


Trade or retailing is the single largest component of the services sector in terms of
contribution to GDP. Its massive share of 14% is double the figure of the next largest
broad economic activity in the sector.
The retail industry is divided into organised and unorganised sectors. Organised retailing
refers to trading activities undertaken by licensed retailers, that is, those who are
registered for sales tax, income tax, etc.These include the corporate-backed hypermarkets
and retail chains, and also the privately owned large retail businesses. Unorganised
retailing, on the other hand, refers to the traditional formats of low-cost retailing, for
example, the local kirana shops, owner manned general stores, paan/beedi shops,
convenience stores, hand cart and pavement vendors, etc.


Unorganized retailing is by far the prevalent form of trade in India – constituting 98% of
total trade, while organised trade accounts only for the remaining 2%. Estimates vary
widely about the true size of the retail business in India. AT Kearney estimated it to be
Rs. 4,00,000 crores . One thing all consultants are agreed upon is that the total size of the
corporate owned retail business was Rs. 15,000 crores in 1999 and poised to grow to
Rs.35,000 crores by 2005 and keep growing at a rate of 40% per annum.3 In a recent
presentation, FICCI has estimated the total retail business to be Rs. 11,00,000 crores or
44% of GDP4.


Babasabpatilfreepptmba.com                                                            Page 16
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                               BY BIG BAZAAR AT HUBLI”

According to this report , sales now account for 44% of the total GDP and food sales
account for 63% of the total retail sales, increasing to Rs.100 billion from just Rs. 38.1
billion in 1996. Food retail trade is a very large segment of the total economic activity of
our country and due to its vast employment potential, it deserves very special focused
attention.
Efficiency enhancements and increase in the food retail sales activity would have a
cascading effect on employment and economic activity in the rural areas for the
marginalized workers. Thus even without FDI driving it, the corporate owned sector is
expanding at a furious rate. The question then that arises is that since there is obviously
no dearth of indigenous capital. what is the need for FDI? It is not that retailing in India is
in the need of any technology special to foreign chains


Employment in Retailing:


A simple glance at the employment numbers is enough to paint a good picture of the
relative sizes of these two forms of trade in India – organized trade employs roughly 5
lakh people, whereas the unorganized retail trade employs nearly 3.95 crores5!
According to a GoI study the number of workers in retail trade in 1998 was almost 175
lakhs. Given the recent numbers indicated by other studies, this is only indicative of the
magnitude of expansion the retail trade is experiencing, both due to economic expansion
as well as the ‘jobless growth’ that we have seen in the past decade. It must be noted that
even within the organised sector, the number of individually-owned retail outlets far
outnumber the corporatebacked institutions. Though these numbers translate to
approximately 8% of the workforce in the country there are far more retailers in India
than other countries in absolute numbers, because of the demographic profile and the
preponderance of youth, India’s workforce is proportionately much larger. That about 4%
of India’s population is in the retail trade says a lot about how vital this business is to the
socio-economic equilibrium in India.
Organised retail is still in the stages of finding its feet in India even now. Though
organised trade makes up over 70-80% of total trade in developed economies, India’s




Babasabpatilfreepptmba.com                                                           Page 17
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                             BY BIG BAZAAR AT HUBLI”

figure is low even in comparison with other Asian developing economies like China,
Thailand, South Korea and Philippines, all of whom have figures hovering around the 20-


25% mark. These figures quite accurately reveal the relative underdevelopment of the
retail industry in India.
Benefits of FDI in Retail Sector

Higher competition would lead to higher quality in products and services.

Better lifestyle as better products would be introduced.

Exports would increase due to greater sourcing of major players.

Investment in whole supply chain would increase.
Technology would be upgraded in terms of logistics, production, and distribution
channels.
Employment would increase and skills & manpower will develop.




Babasabpatilfreepptmba.com                                                    Page 18
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                               BY BIG BAZAAR AT HUBLI”




BIG BAZAAR: An Overview
Big Bazaar
“Isse sasta aur accha kahin nahi”

BIG BAZAAR          Started purely as a fashion format including apparel, cosmetics,
accessory and general merchandise. First Food Bazaar format was added as Shop-In-
Shop within Big Bazaar in the year 2002

Shop till you drop! Big Bazaar has democratized shopping in India and is so much more
than a hypermarket. Here, you will find over 170,000 products under one roof that cater
to every need of a family, making Big Bazaar India’s favorite shopping destination.

Big Bazaar stepped into North Karnataka in Hubli on July 2007 with floor space of
50,000 sq. ft. at Gokul Road, Hubli. A place well connected with Air, Road and Rail
transportation. Big Bazzar is the first retail outlet to the people of Hubli. This is the ninth
outlet in the state. This takes Big Bazaar to the next level. At Big Bazaar, you will get the
best products at the best prices -- this is our guarantee. From apparel to general
merchandise like plastics, home furnishings, utensils, crockery, cutlery, sports goods, car

accessories, books and music, computer accessories and many, many more. Big Bazaar is
the destination where you get products available at prices lower than the MRP, setting a
new level of standard in price, convenience and quality.

Because of its First mover advantage, it could able to grab good market with good
customer base. If you are a fashion conscious buyer who wants great clothes at great
prices, Big Bazaar is the place to be. Leveraging on the company’s inherent strength of



Babasabpatilfreepptmba.com                                                           Page 19
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                              BY BIG BAZAAR AT HUBLI”

fashion, Big Bazaar has created a strong value-for-money proposition for its customers.
This highlights the uniqueness of Big Bazaar as compared to traditional hypermarkets,
which principally revolve around food, groceries and general merchandise.

Boasting of an impressive array of private labels, Big Bazaar is continually striving to
provide customers with a ‘complete’ look. So be it men’s wear, women’s wear, kids
wear, sportswear or party wear, Big Bazaar fashions has it all!

Big Bazaar has clearly emerged as the favorite shopping destination for millions of its
consumers, across the country, it’s success is a true testament to the emotional bonding it
has established with the Indian consumer, on account of its value offerings, aspirational
appeal and service levels. We believe Big Bazaar is a true pan-Indian model that can
enter into most towns in India and democratize shopping everywhere.


26th JANUARY 2009... India’s Sabse Sasta Din

The acceptance and loyalty that Big Bazaar has garnered over the years, was well evident
on 26th january 2009. On the day India celebrates its Republic Day, the company
honoured the consumer by calling it the ‘Maha Savings Day’. Shoppers at all Big Bazaar
and Food Bazaar outlets across the country were offered products at prices never heard
before in the history of shopping.
The offers were spread across categories from electronics to utensils, from apparel to
furniture and food. This event received tremendous response from the regular and an
entirely new set of shoppers, which resulted in nearly 1 million people visiting the stores
on that day. And most stores were able to post record sales for a single day.


MISSION
Future Group shall deliver everything, every where & every time for every Indian
consumer in the most profitable manner.


VISION




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We share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to economic
development




Competitors
Vishal mart, Shopper’s Shop, Reliance Fresh, More Shopee.


Customers

Big bazaar focused on all type of customers. And also provide cheaper rate and better
quality of products to the customers.
Big Bazaar specifically targets working women and home makers.


Place
It is located in airport road near Akshay Park.
It provides parking facilities to the vehicles of the customers.


Technology
SAP
TALLY
SPSS
TOMCAT JAVA TOOL KIT




Babasabpatilfreepptmba.com                                                    Page 21
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Babasabpatilfreepptmba.com                          Page 22
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COMPANY PROFILE


The company was started in year 2001 at Jogeshwari, Mumbai, India.
It is owned by the Pantaloon Retail India Ltd,Future Group.
It is the business model as Wal-Mart


                            BOARD OF DIRECTORS
Mr. Kishore Biyani, Managing Director
Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the
Group Chief Executive Officer of Future Group. .


Mr. Gopikishan Biyani, Wholetime Director
Gopikishan Biyani, is a commerce graduate and has more than twenty years of
experience in the textile business.


Mr. Rakesh Biyani, Wholetime Director
Rakesh Biyani, is a commerce graduate and has been actively involved in category
management; retail stores operations, IT and exports. He has been instrumental in the
implementation of the various new retail formats.


Mr. Ved Prakash Arya, Director
Ved Prakash Arya, is an engineer by training and is a graduate of the Indian Institute of
Management, Ahmedabad. Prior to joining Pantaloon Retail, he was the CEO of Globus.


Mr. Shailesh Haribhakti, Independent Director
Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified
Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered
Accountants and past president of Indian merchant Chambers. He is on the Board of
several Public Limited Companies, including Indian Petrochemicals Corporation


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Ltd., Ambuja Cement Eastern Ltd. etc. He is on the Board of Company since June 1,
1999.


Mr. S Doreswamy, Independent Director
S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India
and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among
others.


Dr. D O Koshy, Independent Director
D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of
Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles and
garment industry and was instrumental in the setting up of NIFT centres in Delhi,
Chennai and Bangalore. He is a renowned consultant specializing in international
marketing and apparel retail management.


Ms. Anju Poddar, Independent Director
Anju Poddar, holds a Bachelor of Engineering from University of Oklahoma and is a
Director, NIFT, Hyderabad chapter. She also serves on the board of Maharishi
Commerce Ltd and Samay Books Ltd, among others.


Ms. Bala Deshpande, Independent Director
Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also serves
on the boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus
League Clothing Ltd, among others.




Mr. Anil Harish, Independent Director
Anil Harish, is the partner of DM Harish & Co.Associates & Solicitors and an LLM from
University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd
Bank and Hinduja TMT,among others.




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Big Bazaar store Hubli
Store study


            Different levels of the stores with their products:
Depot:
General books, Office stationary, Children stationary, Film VCD’s & DVD



NBD (New Business Development)
Watches ,Fashion Jewelry, Sunglasses, Auto accessories, Car audio systems


Gold Bazaar:
Navaras Gold Jewelry
(This is the separate unit not related to Big Bazaar they share profits on percentage basis)


Mobile Bazaar:
    1) All kinds of Hand sets ranging from Rs 1000 to !8000 of different companies
    2) Mobile accessories
    3) Codeless phones & land line phones
    4) All types of recharge cards available


Star Sitara:
    Cosmetics ,Fragrances ,Herbals ,Pharmaceuticals


Shringar :
    Bangles ,Jewelry sets, Bracelets, Hair Accessories ,Bidies ,Chins


Plastics:
Buckets ,Casseroles ,Containers ,Boxes ,Flasks ,Bowls ,Jugs & sippers,
Bottles & Mugs



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Utensils:
   1) Plates, Bowls, Glasses ,Non stick Cookware’s ,Kitchen tools ,Tiffin Boxes
Crockery
   Crockery cutlery ,Table Materials / Napkins ,Casseroles ,Dinner sets
   Wine, Juice Glasses
Luggage:
   Travel bags ,Trolleys,Bags: Schools, Collage Ladies purse, Suitcase


Ladies Department:(SKD)
   Sarees , Dress materials, Under garments, Nightwear’s, Western wear’s


 Men’s Department:
   Formals (Shirts & Pants), Casuals (Shirts & pants) ,Party wears, Jeans T-Shirts
   Others Accessories (Lungi Dhoti etc) ,Fabrics (Cut pieces),Suits & Blazers
   Levi’s Signature garments


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


Footwear Bazaar :
   Sports Shoes, Formal Shoes, Casual Shoes, Mens Sandals, ladies Sandals
   Ladies Casuals, Ladies Chapple, Ladies fancy Sleepers, ladies Sports shoes


Home Décor:
   Flower vase , Artificial Flowers, Religious gifts, Candle stand, Umbrellas, Photo
   Frames, Assorted color Stones, Frame Paintings, Water falls (artificial),
   Birthday items




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Home line:
   bed sheets, Pillows , bed spreads, Towels, Yellow dust, Razai , Carpets, Cushion
   covers, Chair bags


Toys Dept:
   Soft toys, Educational toys, Board games, Action figures, Dolls


Boys section:
   T-Shirts, Trousers, jeans ,Cotton shirts, Cargo, Codraw, Ethic wears
   Co ordinates, Rain cotes


Girls Section:
   Ethic wears, Co- ordinates, Cotton frocks, Western wears


Infants:
   Jhablas, Vests, Bibs feedings, Bed items, Baba suits, Frocks


Beverages:
   Soft drinks, Mineral water, Juices, Health drinks, Frozen items


Confectionaries:
All kinds of Chocolates & Confectionaries


Fruits & Vegetables:


Staples Dept:
   Dal, Rice, Atta, Rava items, Oil’s, Masala items, Dry fruits, Spicy items, Ready
   meals, Breakfast cereals


Process Dept:




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   Health drinks, Ready to eat, Corn flaks, Chips, Instant mixes, Soups, Bread items,
   pickle, Spreads


Home care:
   Phenyl, Detergents, Dish wash, Tissue papers, Scratch, Shoe cases, Fresh wrap,


Personal care:
   Soaps, tooth paste, Shampoo , Deodorants, Body spry, Baby food, Talcum powder,
   Men’s apparel


Electronic Bazaar:
   Televisions, Sound System, Refrigerators, Washing machines, Microwave
   Rice cookers, Juicers, Irons, Mixers & Grinders


Apart from other brands the Big Bazaar has products of its own private Brands.


Big Bazaar Fashion-Private Label Brands
        Big Bazaar has gradually introduced private labels in fashion over the last few
years. Every year, new private labels are introduced to increase their share over other
brands. Some of the private labels launched include:


Ctee
A brand of T-shirts with smart lines and remarks, it is targetted at the young and young-
at-heart. It comes in 3 lines-pink for women; green for pre-teens and blue for men.


Knighthood
It is the men’s formalwear brand with a wide range that includes formal shirts, trousers,
cotton trousers and shirts.


DJ&Co.




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India`s cool answer to international labels is positioned for the 20-35 year age group. It
targets both men and ladies and the range includes designer denims, casuals, street-wear
and campus-wear.




DJ&C Sports
This is a unisex sportswear range for the age group of 20-40 years.


Shatranj
The men’s ethnic wear range consists of kurtas, kurta pyjama sets and heavy sherwani
sets.


Srishti
The complete ethnic wear range offering a range of traditional designs for ladies,
encompasses both salwar kameez sets and mix-n-match/fusion wear.


Pink n Blue
The kids’ brand range created to celebrate the spirit of childhood, has the blue range for
boys and pink for girls. There is an infant line available as well. Pink n Blue covers the
entire apparel needs of kids right across t-shirts, shirts, jeans, trousers, shorts, dresses and
ethnic-wear/occasion-wear.




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Affiliated companies
Partner Companies
Pantaloon Industries limited
Pantaloon Industries Limited was incorporated in 1987 and its shares are listed on the
Bombay Stock Exchange. The main activities of PIL are to set up textile units and
manufacturing and marketing of fabrics and readymade garments.

Home Solutions Retail India Ltd.


Home Solutions Retail (India) Ltd. (HSRIL) leads the groups foray in the home
improvement and consumer electronics retailing segment. It caters to home management
requirements and products, including furnishings and textiles, furniture, consumer
electronics, home electronics and home services. It operates retail formats like Home
Town, Furniture Bazaar, Collection I, E-Zone, Electronics Bazaar and Got It.

Future Capital Holdings


Future Capital is the financial arm of the group and is involved in asset management
(both private equity and real estate funds) with plans to get into other financial services
including insurance, credit and other consumer related financial services. It’s associate
companies are Kshitij Investment Advisory Co. Ltd., Indivision Investment Advisers
Ltd., and Ambit Investment Advisory Co. Ltd.

Coverge M retail (India) Ltd


Converge M Retail (India) Ltd., leads the group’s foray into the communication and IT
products segment. It operates formats like M-Port, MBazaar and Gen M.

Indus League Clothing Ltd.


The group owns a majority stake in Indus League Clothing Ltd., one of the leading
apparel manufacturers and marketers in India. Some of its leading brands include Indigo
Nation, Scullers, Urbana, Urban Yoga and Jealous.



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       Galaxy Entertainment Corporate Ltd.
       The group owns a stake in Galaxy Entertainment Corporate Ltd. that operates
chains like Bowling Company, Sports Bar and Brew Bar.


Joint Ventures Companies

Planet Retail Holdings Ltd.


The group is a joint venture partner in Planet Retail Holdings Ltd., which operates sports,
lifestyle and leisure retail chain. It also owns the franchisee and distribution rights of
brands like Marks & Spencer, Guess, Debenhams and Puma in India.

Footmat retail


Footmart Retail is a joint venture with Liberty Shoes and is engaged in the retailing of
footwear products in India.

GJ Future Fashions


GJ Future Fashions is a joint venture with kids apparel manufacturer - Gini & Jony.

Capita Land Retail India


The group is a joint venture partner in CapitaLand Retail India, along with Singapore-
based CapitaLand Limited. The company provides retail management services to retail
properties owned or managed by various group companies and investment funds.



       ETAM Future Fashions India Pvt. Ltd.
ETAM Future Fashions India Pvt. Ltd., is a joint venture with French-retailer, ETAM and
the group. The company is involved in manufacturing and distribution of women’s
fashion and lingerie products.




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              ORGANISATION STRUCTURE


                            Store Manager


                  Assistant Store Manager




Dept Mngr      HR executive VM        Adminstration InfoTec



Assistant Dept Mngr   Cashing dept
                          Head

              Assistant HR             Maintance

Team Leader
                            Casher            Security

Team members                                                  Mrktg

                                                         Exec
           CSD                       House Keeping
  (Customer service deck)




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                         DEPARTMENT STUDY


Departmental Managers:
There are 21 departments in this store like Electronic dept, Depot dept, NBD dept, Mobile Bazaar
Dept, Star sitar Dept, PUC Dept, Ladies Dept, Men’s Dept, Furniture Dept, Footwear Dept,
Home Décor Dept. Each department will be assigned with targets which has to be achieved
within the assigned period that may be of Daily, Weekly, monthly and yearly.
        Each department has a department Manager & Assist DM. Their job is concerned mainly
with sales. They look after customer’s orders delivery post sale service if any etc . All Dept
managers ADM, Team members work under coordination & cooperation.


Administration:
Store administration comes under Store Manager its functions are store maintenance, House
Keeping, Security etc.


Information Technology:
This department is responsible for the maintenance of the systems of the stores. All billing
machines their functioning networking with the master machine etc. If there is any problem with
the machine then this department comes into function.
Cashing Dept:
This department is responsible for the collection of sales amount ie cash sales, Credit sales, etc
under this department all billing machines of the stores comes. The sales amount collected
throughout the day by the cashier’s has to be submitted to this department.




Marketing Executive:
This dept is responsible for the marketing of the store in different different media like Television,
Newspaper, and Holdings etc. the authorized person has to visit different companies and has to
look after for tie-ups etc.




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Visual Merchandise:
This department is responsible for the product arrangement at the store with respect to their
nature. The basic function of this dept is it divides the store into some departments based on the
nature of the product and within the department it decides how the products should be arranged
by keeping in mind the customer should not suffer.


HR Executive:
Human Resource executive mainly look after employees mainly their problems. This
department performs the functions like Recruitment, Selection, Training and
development.


CSD (Customer Service Desk:
This is the separate unit, which is mainly focuses on customer service like if the customer
find difficulty in finding any product, Customer complaints any replacement, Customer
assistance etc.




Babasabpatilfreepptmba.com                                                             Page 34
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RESEARCH

METHODOLOGY




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   1.Topic of the study
   “A study on effectiveness of advertisement carried out by BIG BAZAAR at hubli”


   2. Objectives

       To know the different Medias used by BIG BAZAAR for advertisement.
       To determine the effectiveness of each media.
       To study consumer perception towards advertisements of Big Bazaar.
       To understand schemes & offers provided by Big Bazaar.
       To know the impact of advertisements on sales.


  3. Need for the study
        In the generation retail shopee are served as evidence so as to carry the
transaction, signing and becomes hectic activity. The companies are always striving to
win the customers heart and the customers by the business man are said to be king and
the king never bargains.
        As bigbazaar is the retail shopee and a departmental store to rise the money in a
conservative manner i.e they have been assembeled with a punch line “Isse sasta aur
accha kahin nahi”. They come out with many offers as per the customer needs and
benefits.
        Promotional activity plays a very prominent role to make aware of the things in
market, to attract customers, to sell products and this study of promotional activity help to
give a clear idea.




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4. Scope for the study


The range of perception , the inquiry, the investigation has been minutely studied only
to the activity of big bazaar.




5. Limitations

    1. Survey is restricted.
    2. The period for the research is not enough to study in depth.
    3. The statements of the results generated from the questions that were submitted to
        one or more persons is done on the assumption that the respondents have revealed
        the correct information that may not be so with all respondents.




Research Technique
The data was collected through,


Survey research:

A well structured questionnaire were prepared for customers of BIG BAZAAR for
vaifying the effectiveness of advertisement.


SOURCES OF DATA:
Market research requires two types of data i.e. secondary data and primary data. Primary
data has been used abundantly for the study.        Well structured questionnaires were
prepared & the survey was undertaken.
There is also a use of secondary data, collected from the various journals, books, websites
& from company managers.



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Sampling Method:
Sample size taken for the survey is 100.


Sample unit:
The customers of BIG BAZAAR, Hubli.

Sample frame:

Population of Hubli city.


Hypothesis testing
Ho- more than or equal to 70% people are aware of Big Bazaar advertisements.
H1-less than 70% people are aware of Big Bazaar advertisements.

ANALYSIS OF THE COLLECTED INFORMATION:

 This involved converting raw data into useful information. It involved tabulation of data,
using statistical measures on them for developing frequency distributions & calculating
the averages.

RESEARCH FINDINGS:

The research findings and personal experience is used to propose recommendations.




Babasabpatilfreepptmba.com                                                       Page 38
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Babasabpatilfreepptmba.com                          Page 39
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HYPOTHESIS
TESTING




Babasabpatilfreepptmba.com                          Page 40
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       Hypothesis means assumption Statistical hypothesis means assertion or conjecture
about parameter or parameters of a population. Statistical hypothesis are based on the
concept of proof by contradiction. Here we selected null hypothesis I .e


       Hypothesis is tested with the help of questionnaire the Ho states that more than or
equal to 70% of respondent are getting information about big bazaar by TV adds. As per
data collected 66 out of 100 respondents are getting information about big bazaar.
Null Hypothesis=Ho-More than or equal to 70% of people are getting information about
big bazaar by TV adds.
Alternative hypothesis-H1= Less than 70% of people are getting information about big
bazaar by TV adds.
Using Z TEST we can prove this
P = 0.70
n = sample size = 100
a (alpha) = 5% level of confidence
P= Population proportion
Po= Sample proportion
S=Standard error
Z = 1.64 (referring table)




Babasabpatilfreepptmba.com                                                      Page 41
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                   S=         P(1-P)
                              n-1




                   =     0.70 (1-0.70)
                          100-1


                         S = 0.04605
                         Po = 66/100
                               =0.66


           Z       = Po –P
                          S


               =       0.66 – 0.70          =   -0.8695
                        0.0046




C0NCLUSION: Accept Ho because it falls under confidence level i.e. Negative critical
region. It states that less than 70% people are getting information about big bazaar by TV
adds.




Babasabpatilfreepptmba.com                                                      Page 42
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DATA ANALYSIS




Babasabpatilfreepptmba.com                          Page 43
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Babasabpatilfreepptmba.com                          Page 44
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     1) Do you know big bazaar?

       Frequencies
       Do you know big bazaar?
                    Statistics


          N       Valid          100
                  Missing          0




                                                                    Cumulative
                             Frequency   Percent    Valid Percent    Percent
          Valid      Yes          100       100.0          100.0         100.0




 Analysis
           From the survey we can come to know that 100% respondents are known the Big
Bazaar in Hubli City.
 Interpretation
            The study shows that the Big bazaar known by all the 100 respondents Where we
have done survey in Hubli.




Babasabpatilfreepptmba.com                                                       Page 45
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 2) How    do you come to know about bb?


Frequencies
How do you come to know about bb?
               Statistics


  N       Valid             100
          Missing            0




                                                                    Cumulative
                             Frequency   Percent    Valid Percent    Percent
  Valid        News Paper          38        38.0           38.0          38.0
               Televsion           34       34.0            34.0          72.0
               Internet             2        2.0             2.0          74.0
               Friends             26       26.0            26.0         100.0
               Total              100      100.0           100.0




    Friends


                                                    News Paper




    Internet




    Televsion


 Analysis
         From the study we can come to know that in 100% respondents, 38% people are known
Big bazaar by News paper,34% people are known by TV, 2% people are known by internet, other
26% people are known by friends.

  Interpretation
        By this study we can come to know that news paper and TV plays major role to
introduce the big bazaar to people.




Babasabpatilfreepptmba.com                                                       Page 46
       “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                  BY BIG BAZAAR AT HUBLI”



3) How    often do you visit bb?


Frequencies
How often do you visit bb?
             Statistics


  N       Valid             100
          Missing            0




                                                                       Cumulative
                              Frequency   Percent    Valid Percent      Percent
  Valid      First time              6         6.0            6.0             6.0
             once a week            30        30.0           30.0            36.0
             twice a week            4        4.0             4.0             40.0
             weekends               18       18.0            18.0             58.0
             once a month           30       30.0            30.0              88.0
             any time               12       12.0            12.0             100.0
             Total                 100      100.0           100.0




                                                                 First time
      any time




                                                             once a week


      once a month




                                                             twice a week

                                                               weekends




Analysis




Babasabpatilfreepptmba.com                                                            Page 47
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            Out of 100 respondents 6% said that is their first time they have visited,30% people
are visiting once in a week, 4% people are visited twice a week, 18% people are visiting only
weekends, some 12% people visit any time to Big bazaar.


Interpretation
From this study most of people visit to Big bazaar one time in week and monthly.

4) Have       you come across bb advertisement?

Frequencies
 Have you come across bb advertisement
              Statistics


  N       Valid            100
          Missing            0




                                                              Cumulative
                       Frequency   Percent    Valid Percent    Percent
  Valid        yes          100       100.0          100.0         100.0



      120



      100



       80



       60



       40



       20


          0
                                   yes




Analysis
               Out of 100 respondents all are saying they have come across the advertisements of
big bazaar.

Interpretation
           From the survey we can come to know that            all people have come across the
advertisements carried out by Big bazaar.




Babasabpatilfreepptmba.com                                                            Page 48
   “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                     BY BIG BAZAAR AT HUBLI”




Babasabpatilfreepptmba.com                          Page 49
      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
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5) which are the advertisement media you come across


Frequencies

which are the advertisement media you come across
            Statistics


  N       Valid            100
          Missing           0




                                                                  Cumulative
                           Frequency   Percent    Valid Percent    Percent
  Valid      print media         26        26.0           26.0          26.0
             telivision          66       66.0            66.0          92.0
             internet             4        4.0             4.0          96.0
             others               4        4.0             4.0         100.0
             Total               100     100.0           100.0




  Analysis

          Out of 100 respondents 26% people have come across the print media adds, 66%
people have come across TV adds,4% people have come across by internet media,4% people by
others media.

Interpretation



Babasabpatilfreepptmba.com                                                     Page 50
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                            BY BIG BAZAAR AT HUBLI”

 By our survey most of the people means 66% have come across television media which ads
come from TV.




Babasabpatilfreepptmba.com                                                    Page 51
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Rate the media which is influencable

Factors                             Print media     Telivision       Internet        Radio
Influencable One                    32              63               22              12
Moderate                            44              32               58              24
Not Influencable one                24              5                30              64
Total                               100             100              100             100




    70

    60

    50

    40                                                            Influencable One
                                                                  Moderate
    30
                                                                  Not Influencable one
    20

    10

     0
         Print media   Telivision      Internet   Radio




Analysis
          Out of 100 respondents for print media, 32% people said it is influence one,44% people
said print media is moderate one, other 24% people said it is not influence media. For the TV
media in 100 respondents 63% said it is influence media, 32% people said it is moderate one,
other 5% people said it is not influence media. For the internet media out of 100 respondents,
22% people said it is influence media, 58% people said it is moderate one, other 30% said it is not
influence media. For the Radio 12% said it is influence one, 24% said it is moderate one, other
64% people said Radio media is not influence one.

Interpretation
From the study we can come to know that Television is most influence media comparing to other
Medias. It shown by the above rating points. We can say that print media and internet Medias are
moderate one. Lastly radio is not influence one comparing to others.




Babasabpatilfreepptmba.com                                                               Page 52
       “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                      BY BIG BAZAAR AT HUBLI”

7) which are the advertisment you come across

Frequencies

which are the advertisment you come across


             Statistics


   N       Valid               100
           Missing              0




                                                                                     Cumulative
                                        Frequency   Percent          Valid Percent    Percent
   Valid      telivision ads                  72        72.0                 72.0          72.0
              hordings,bordings&pai
                                               4           4.0                4.0          76.0
              ntings
              standees & drop downs            6           6.0                6.0          82.0
              leaflets&pamplets               12         12.0                12.0          94.0
              others                           6           6.0                6.0         100.0
              Total                          100        100.0               100.0




   others

   leaflets&pamplets



   standees & drop down

   hordings,bordings&pa



                                                    telivision ads




Analysis
          Out of 100 respondents 72% people have come across the TV ads,4% people have
come across hordings, bordings & paintings,6% people have come across standees & drop downs,
12% people have come across leaflets & pamplets, 6% people have come across other
advertisement.

Interpretation




Babasabpatilfreepptmba.com                                                                    Page 53
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                             BY BIG BAZAAR AT HUBLI”

 From the survey it is completely clear that television ads are more important than other
advertisements.




Babasabpatilfreepptmba.com                                                     Page 54
      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                            BY BIG BAZAAR AT HUBLI”

8) what is your opinion about bb?

Frequencies
what is your opinion about bb?

              Statistics


  N       Valid              100
          Missing                 0




                                                                             Cumulative
                           Frequency         Percent         Valid Percent    Percent
  Valid       good               80              80.0                80.0          80.0
              average                  20       20.0                 20.0         100.0
              Total                   100      100.0                100.0



      100




       80




       60




       40




       20



          0
                           good                    average




Analysis
         Out of 100 respondents 80% people has given opinion as good about the Big
bazaar.other 20% people has given their opinion as average.

Interpretation
From the survey it is clear that 80% people are having good opinion about big bazaar,




Babasabpatilfreepptmba.com                                                                Page 55
      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                        BY BIG BAZAAR AT HUBLI”

9) what do you think about bb advertisment


Frequencies
what do you think about bb advertisment
            Statistics


  N       Valid                100
          Missing                0




                                                                                 Cumulative
                                     Frequency   Percent      Valid Percent       Percent
  Valid      highly attractive             12        12.0             12.0             12.0
             attractive                    58       58.0                  58.0         70.0
             moderate                      26       26.0                  26.0         96.0
             less attractive                4        4.0                  4.0         100.0
             Total                        100      100.0                 100.0




   less attractive
   moderate
                                                      highly attractive




                                                            attractive




Analysis
      Out of 100 respondents,12% people think ads are highly attractive,58% people think that
ads are only attractive, 26% people think that the ads are moderate,4% people think that the ads
are less attractive.

Interpretation
 From the survey we can come to know that more people ie 58% people agreed that the
advertisements of big bazaar are very attractive.




Babasabpatilfreepptmba.com                                                                    Page 56
      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                         BY BIG BAZAAR AT HUBLI”




10) what do you feel by watching bb advertisment


Frequencies
what do you feel by watching bb advertisment
             Statistics


  N        Valid             100
           Missing              0




                                                                                             Cumulative
                                            Frequency        Percent         Valid Percent    Percent
  Valid       Very info                            8              8.0                 8.0           8.0
              Gives grtr prdt info                16              16.0               16.0          24.0
              Helps in indenti bb as diff         20              20.0               20.0          44.0
             Hg influe to visit bb and            48              48.0               48.0          92.0
             pur
              Gvs grtr awr abt of bb &
                                                   8               8.0                8.0         100.0
              pur
              Total                              100            100.0               100.0




   gvs grtr awr abt of                                        very info
   8.0%                                                          8.0%


                                                   gives grtr prdt info
                                                                16.0%




   hg influe to visit b
   48.0%
                                                       helps in indenti bb
                                                                20.0%




Analysis
          Out of 100 respondents 8% people felt that ads are very informative, 16% people felt
that it gives greater product information,20% people said that in identification of big bazaar as
differently,48% people said that it is highly influenced to visit big bazaar and purchasing, 8%
people said that it gives greater awareness about big bazaar.
Interpretation


Babasabpatilfreepptmba.com                                                                           Page 57
      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                     BY BIG BAZAAR AT HUBLI”

 By the survey it is clear that maximum people felt that advertisements are helpful to know about
big bazaar and it is highly influenced to purchasing products there.


11) Have you seen hordings of bb?


Frequencies
Have you seen hordings of bb?
             Statistics


  N        Valid           100
           Missing          0




                                                                 Cumulative
                      Frequency      Percent     Valid Percent    Percent
  Valid       yes           68           68.0            68.0          68.0
              no                32      32.0             32.0         100.0
              Total         100        100.0            100.0



      80


      70


      60


      50


      40


      30


      20


      10

       0

                          yes                   no


Analysis
      Out of 100 respondents 68% people have seen hoardings of big bazaar; other 32% people
have not seen the hoardings of big bazaar.

Interpretation
       From the study it is cleared that more people have seen the hoardings of big bazaar.
It helps to develop the awareness in customer mind.




Babasabpatilfreepptmba.com                                                               Page 58
      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                      BY BIG BAZAAR AT HUBLI”




12) According to you which media will be help full for getting information about bb?


Frequencies

According to you which media will be help full for getting information about bb?

            Statistics



  N       Valid            100
          Missing              0




                                                                          Cumulative
                                   Frequency   Percent    Valid Percent    Percent
  Valid      tv advertisment             66        66.0           66.0          66.0
             hoardings                   12       12.0            12.0          78.0
             road shows                   6        6.0             6.0          84.0
             pamplets                    14       14.0            14.0          98.0
             wallpaints                   2        2.0             2.0         100.0
             Total                      100      100.0           100.0




Analysis
      Out of 100 respondents 66% people are getting information about big bazaar by TV
ads,12% are getting by hoardings,6% people are getting by road shows, 14% are getting by
pamphlets,2% are getting by wall paints




Babasabpatilfreepptmba.com                                                             Page 59
                “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                     BY BIG BAZAAR AT HUBLI”

Interpretation
 From the survey we can come to know that TV ads are more effective than other medias, people
are getting more information about big bazaar by it only..

                                                  Ratings
               Factors
                            1          2               3             4               5
  Hoardings                 15         20              10            25              30
  Boardings                 15         10              28            22              25
  Paintings                 20         25              12            18              25




                                       1-HIGHEST & 5-LOWEST
                35

                30

                25                                                                        RANK-1
 RESPONDENTS




                                                                                          RANK-2
                20                                                                        RANK-3
                                                                                          RANK-4
                15
                                                                                          RANK-5
                10

                 5

                 0
                         Hoardings          Bardings                 Paintings
                                            FACTORS



Analysis
           For hoardings people have ranked 1-5 ie 15% people are given 1 as best, 30% people
has given 5th rank as worst, other gave 2,3&4. For boarding’s 15% has given 1st rank as best, 25%
people has given 5th as worst,other gave 2,3&4. For painting’s 20% people has given 1st rank,
25% people gave 5th rank.

Interpretation
 From the survey it is cleared that more people has given 1st rank for paintings, worst rank has to
be given hoardings.




Babasabpatilfreepptmba.com                                                                Page 60
      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                       BY BIG BAZAAR AT HUBLI”

14) From the following which offer you come across


Frequencies
From the following which offer you come across
             Statistics


  N        Valid             100
           Missing             0




                                                                                       Cumulative
                                         Frequency       Percent       Valid Percent    Percent
  Valid       great exchannge offer            12            12.0              12.0          12.0
              buy one get one free               74           74.0             74.0          86.0
              buy 3 appreals at 999              14           14.0             14.0         100.0
              Total                             100         100.0             100.0



      80




      60




      40




      20




       0
            great exchannge offe buy one get one free buy 3 appreals at 99




Analysis
      Out of 100 respondents 12% people have come across great exchange offer,74% people
have come across buy one get one free offer, other 14% people have come across buy 3 apparels
at 999 offer.

Interpretation
From the study we can come to know that more people have come across buy one get one free
offer.




Babasabpatilfreepptmba.com                                                                          Page 61
   “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                     BY BIG BAZAAR AT HUBLI”




Babasabpatilfreepptmba.com                          Page 62
      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                       BY BIG BAZAAR AT HUBLI”

15) Are you satisfied by the offer provided by bb?


Frequencies
Are you satisfied by the offer provided by bb?

            Statistics


  N       Valid                100
          Missing                0




                                                                                Cumulative
                                     Frequency   Percent       Valid Percent     Percent
  Valid      satisfied                     66        66.0              66.0           66.0
             neither satisfied
                                           30       30.0                30.0          96.0
             nor dissatisfied
             dissatisfied                   4        4.0                 4.0         100.0
             Total                        100      100.0                100.0




  dissatisfied

   neither satisfied nor dis




                                                            satisfied




Analysis
        Out of 100 respondents 66% people have satisfied with the offer provided by the big
bazaar,30% people are neither satisfied nor dissatisfied with the offer,4% people are dissatisfied
with the offer.

Interpretation
From the survey more people are satisfied with the offer which provided by big bazaar.




Babasabpatilfreepptmba.com                                                                   Page 63
   “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                     BY BIG BAZAAR AT HUBLI”




Babasabpatilfreepptmba.com                          Page 64
       “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                    BY BIG BAZAAR AT HUBLI”

16) Is the singage helpfull in the store?


Frequencies
Is the singage helpfull in the store?

               Statistics


   N       Valid            100
           Missing            0




                                                               Cumulative
                        Frequency   Percent    Valid Percent    Percent
   Valid       yes           100       100.0          100.0         100.0



       120



       100



        80



        60



        40



        20


           0

                                    yes


Analysis
     Out of 100 respondents fully 100% people are agreed with the signage, it is helpful in the
store.

Interpretation
       From the survey it is cleared that all respondents agreed with the signage.




Babasabpatilfreepptmba.com                                                           Page 65
   “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                     BY BIG BAZAAR AT HUBLI”




Babasabpatilfreepptmba.com                          Page 66
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                 BY BIG BAZAAR AT HUBLI”

17) Are you satisfied with the medias performance promoted by bb ?

Frequencies
Are you satisfied with the medias performance promoted by bb ?

            Statistics


  performance promoted by bb ?
  N     Valid          100
          Missing         0




                                                                  Cumulative
                          Frequency    Percent    Valid Percent    Percent
  Valid     first rank           4          4.0            4.0           4.0
            second rank          32        32.0           32.0          36.0
            third rank           46        46.0           46.0          82.0
            fourth rank          14        14.0           14.0          96.0
            fifth rank            4         4.0            4.0         100.0
            Total                100      100.0          100.0




Analysis
    Out of 100 respondents 4% people has given the 1st rank to media’s performance, 32%
people has given 2nd rank, 46% people has given 3rd rank,14% people has given 4th rank, 4%
people has given 5th rank.
    Interpretation




Babasabpatilfreepptmba.com                                                      Page 67
      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                          BY BIG BAZAAR AT HUBLI”

From the study we can come to know that more people given 3rd rank towards media’s
performance promoted by big bazaar.

18) Would you like to visit bb again?


Frequencies
Would you like to visit bb again?

              Statistics


  N       Valid               100
          Missing               0




                                                                        Cumulative
                            Frequency       Percent     Valid Percent    Percent
  Valid       defenetly           80            80.0            80.0          80.0
              not sure               20        20.0             20.0         100.0
              Total                 100       100.0            100.0




      100




       80




       60




       40




       20



          0
                           defenetly             not sure



Analysis
         Out of 100 respondents 80% people said that they definitely visit again,20% people said
as not sure.
Interpretation
From the study more people want to visit again to big bazaar.




Babasabpatilfreepptmba.com                                                            Page 68
   “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                     BY BIG BAZAAR AT HUBLI”




                  Findings




Babasabpatilfreepptmba.com                          Page 69
        “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                 BY BIG BAZAAR AT HUBLI”




   i.    By the study, we can come to know that 100% respondents are aware of big
         bazaar.
  ii.    In the 100 respondent, 38% people are known by news paper,34% people
            a. Are known by TV,others are known by internet and friends.
 iii.    Most of the people want to visit once a week and month.
 iv.     100% people have come across the big bazaar’s advertisements.
  v.     By the survey we can say that 66% people have come across the TV and 26%
            a. People have come across print media.some people have come across
                   internet and others media.
 vi.     According to the respondents view television is most influence media,maximum
vii.     people said radio is not influence media.
viii.    By the survey we can say most of the people know BIGBAZAAR by its tv
         advertisement..
 ix.     According to respondents view 80% people say BigBazaar is good & 20% people
         say BigBazaar is average.
  x.     Around 58%people said Bigbazaar advertisement is attractive,26% people said
         Bigbazaar advertisement is moderate.
 xi.     By the study we came to know that most of people are highly influenced by
         Bigbazaar advertisement & want to visit Bigbazaar & purchase.
xii.     Around 62 % of people has seen the Hoardings of Bigbazaar.
xiii.    In 100% respondents 66% of people said tv advertisement’s are help full on
         getting information of Bigbazaar & very less said Road shows & Wallpaints.
xiv.     According to respondents many people rate 5 for Hoardings, Paintings & some of
         people rate 3 for Boardings.
 xv.     In 100% respondents 74% of people are aware of Buy One Get One offer &
         others are aware of great exchange offer, buy 3 apparels at 999 offer.
xvi.     By the survey we come to know that 66% of people are satisfied by the offer
         provided by BigBazaar & only 4% some people are dissatisfied.


Babasabpatilfreepptmba.com                                                        Page 70
         “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                 BY BIG BAZAAR AT HUBLI”




xvii.     100% of respondents said signage is help full in store.
xviii.    In 100% respondents 46% rank 3 for performance of medias provided by
          BigBazaar & 4% each ranked first & fifth rank.
 xix.     By the survey we come to know that 80% people want to visit BigBazaar & 20%
          of people are not sure to visit BigBazaar.




 Babasabpatilfreepptmba.com                                                 Page 71
      “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                            BY BIG BAZAAR AT HUBLI”




                            SUGGESTIONS



      Since the Tv Advertisement is most attractive media as per the respondents view,
       company can concentrate on TV ads by making them more attractive and in a
       medium that’s understandable by people of in and around Hubli city, to inform
       about any new deals like ANNIVERSARY CELEBRATION Offers & SAB SE
       SASTA DIN.,


      Hoardings & Paintings are good source of advertisements so company has to
       concentrate on this advertising aspect Hoardings & Paintings has to be increased
       & placed in more crowded areas.


      Big Bazaar has to concentrate on more offers & may provided discounts, more
       exchange offers.


      Now a days Radio & Internet are good source of medias company has to give
       more advertisements on these medias, to reach maximum people.




Babasabpatilfreepptmba.com                                                   Page 72
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                              BY BIG BAZAAR AT HUBLI”




CONCLUSION

       Indian retail sector is witnessing one of 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. In
India, that advantage goes to “BIG BAZAAR”. It has brought about many changes in the
buying habits of people. It has created formats which provide all items under one roof at
low rates.
       The consumers preferences are changing & they are moving from Traditional
Kirana stores to Modern Retail outlet. It’s the main challenge to the Modern retail outlets
to attract the customers towards them from that of competitors. To attract more customers
companies have to carryout the promotional activities in unique way. BIG BAZAAR has
maintained that uniqueness & has succeeded in attracting customers.


The advertisement     of the company like TV ads, print media & pamphlets are good
advertisements which     made its place in minds of customer to find BIGBAZAAR
differently. As the competition is becoming stiff in the market the activities conducted by
the company are unique, that have brought fruitful result to the company. Among them
Advertisement is one of the leading activity or unique among all other activities & has
high influence on the customer walk-in.




Babasabpatilfreepptmba.com                                                        Page 73
   “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                     BY BIG BAZAAR AT HUBLI”




BIBLOGRAPHY



Babasabpatilfreepptmba.com                          Page 74
    “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                       BY BIG BAZAAR AT HUBLI”


BIBLOGRAPHY


Reference Books:

Marketing Management             Philip Kotler

Marketing Research               A.Parasuraman




Websites:

www.Google.com

www.BIGBAZAAR.com


www.futuregroup.com




Babasabpatilfreepptmba.com                           Page 75
   “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                     BY BIG BAZAAR AT HUBLI”




Appendices




Babasabpatilfreepptmba.com                          Page 76
       “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                 BY BIG BAZAAR AT HUBLI”



QUESTIONARIE


Dear Sir/Madam,
Name: ____________________


Address (location): _________________________


Contact Number: _________________________


Sex:        Male        Female
Please let me know a little more about yourself.
Please specify your Age group (years);
(a) Less than 25         (b) 26-40
(c) 41-50                (d) Over 50


Please specify your monthly household income (Rs.);
(a) Less than 10,000 rupees/month
(b) 1,0000 to 20,000 rupees/month
(c) 20,000 to 30,000 rupees/month
(d) Over 30000 rupees/month


. Occupation:
    Business                Employee               Professional
    House wife              Student




1) Do you know BIGBAZAAR?
   Yes             No




Babasabpatilfreepptmba.com                                        Page 77
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                 BY BIG BAZAAR AT HUBLI”

   (If yes continue else skip)
2) How do you come to know about BIG BAZAR outlet?
   a) News Paper b) Television c) Radio d) Internet e) Friends
3). How often do you visit BIG BAZAAR ?
    First time               Once a week                  Twice a week
   Weekends                  Once a month                 Anytime
4) Have you come across the advertisement of BIGBAZAAR?
    Yes                 No
   (If yes continue else skip)
5) Which are the advertisement media of BIGBAZAAR you come across?
   Print media          Television
   Internet             Radio              Others
6) Rate which media is influencable
    (1 is highest & 5 is lowest)
                         Influencable one           Moderate             Not Influencable one
Print media
Television
Internet
Radio


7) Which are the advertisements of BIGBAZAAR you come across?
   Television Ads                    Hoardings, Boardings & Paintings
   Standees & drop downs             Leaflets & Pamphlets
  Others _ _ _ _ _ _ _ _ _ _
8) What is your opinion about advertisements?
   Very good             Good          Average             Bad       Worst
9) What do you think about BIGBAZAAR’s advertisements?
   Highly attractive             Attractive
             Moderate              Less Attractive




Babasabpatilfreepptmba.com                                                         Page 78
     “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                               BY BIG BAZAAR AT HUBLI”

10) What do you feel by watching advertisements of BIGBAZAAR?
   Very informative
   Gives greater product information
   Helps in identifying BIGBAZAAR as differently
   Highly influences to visit BIGBAZAAR & purchase
   Gives greater awareness about BIGBAZAAR & purchase


11) Have you seen hoardings of BIG BAZAR in Hubli?
    Yes                    No
12) According to you, which media will be helpful to you for getting information about
BIG BAZAAR?
  TV advertisement
  Hoardings
  Road shows
  Pamphlets
  Wallpaints


13) Rate the following factors of BIGBAZAAR compared to other outlets.
   (1 is highest & 5 is lowest)
               Ratings
               1                  2               3             4        5
Hoardings
Boardings
Paintings


14) From the following, which are the offers are you aware
     a) Great exchange offer          b) Buy one get one free
     c) Buy 3 appeareals at 999




Babasabpatilfreepptmba.com                                                   Page 79
       “A STUDY ON EFFECTIVENESS OF ADVERTISEMENT CARRIED OUT
                                BY BIG BAZAAR AT HUBLI”

15) Are you satisfied by the offer provide by BIGBAZAAR




Highly           Satisfied             Neither satisfied      dissatisfied      Highly
Satisfied                           Nor dissatisfied                            dissatisfied


16) Is the signage in the store helpful?
            (a) Yes             (b) No
If                 No,                (Please                   specify            reasons)
_________________________________________________
17) Are you satisfied with the Medias performance promoted by BIG BAZAAR ?


     Rank the following where 1 is least satisfied and the 5 highly satisfied
      1              2             3                   4                  5
18) Would you like to visit BIG BAZAAR again ?
(a) Definitely               (b) Not sure                     (c) No
If             No,             (Please              specify               the      reasons)
____________________________________________________


19) Suggestions or comment for further improvement of advertisement at
BIG       BAZAAR             ___________________________________________________
________________________________________________________________




             ******************* THANK YOU ********************




Babasabpatilfreepptmba.com                                                         Page 80

								
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