COMPARITIVE VIEW OF BIG BAZAR

PROJECT REPORT
2011 Submitted for the partial fulfillment of the requirement for the
BACHLOR OF BUSINESS ADMINSTRATION

RETAIL INDUSTRY BIG BAZAAR & VISHAL MEGA MART

SUBMITTED BY: DEEPA CHOUDHARY BBA 2ND YR A

INDEX
CONTENTS
ACKNOWLEDGEMENT EXECUTIVE SUMMARY Section 1: INTRODUCTION A: - NEED OF THE STUDY B: BACKGROUND Overview & Historical Perspective Section 2: COMPANYS PROFILE RELIGARE Commodities : 1) Introduction 2) Group of Companies 3) Description about company Section 3: MARKET OVERVIEW OF INDIAN COMMODITY MARLKET 22 INTRODUCTION OF GOLD RESEARCH METHODOLOGY a) b) c) d) Type of Research Data Collection Sampling Unit & Size Limitations 85 11

Page No.
5 6 7

Section 4: DATA ANALYSIS

88 Section 5: CONCLUSIONS & RECOMMENDATIONS BIBLIOGRAPHY APPENDICES 1) Glossary 2) Questionnaire 97 100 101

CERTIFICATE
This is to certify that that the project entitled Retail Industry- Big Bazaar and Vishal Mega Mart submitted by DEEPA CHOUDHARY (10) has been done under my guidance and supervision in partial fulfillment of the requirement for the award of BBA. The work and analysis mentioned in this project report have been undertaken by the candidates themselves and necessary reference have been recognized and acknowledged in the text of the report.

Signature

DECLARATION

I hereby declare that the project report entitled COMPARITIVE VIEW OF BIG BAZAR submitted for the bachelor of business administration in my original work and the Project Report has not formed the Basis for the award of any degree, diploma

Date : Place : Signature

ACKNOWLEDGEMENT

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

CHAPTER 1
1.1 Overview of the industry Retail consists of the sale of physical goods or merchandise from a fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser.[1] Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. The term "retailer" is also applied where a service provider

services the needs of a large number of individuals, such as a public utility, like electric power. Shops may be on residential streets, shopping streets with few or no houses or in a shopping mall. Shopping streets may be for pedestrians only. Sometimes a shopping street has a partial or full roof to protect customers from precipitation. Online retailing, a type of electronic commerce used for business-to-consumer(B2C) transactions and mail order, are forms of non-shop retailing. Shopping generally refers to the act of buying products. Sometimes this is done to obtain necessities such as food and clothing; sometimes it is done as are creational activity. Recreational shopping often involves window shopping (just looking, not buying) and browsing and does not always result in a purchase.

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

Store Retailing
Retail stores come in a variety of shapes and sizes, and new retail types keep emerging. They can be classified by one or more of several characteristics: Amount of service Product line Relative prices Control of outlets Type of store cluster 1) AMOUNT OF SERVICE 8

Different products require different amounts of service, and customer service preferences vary: Self-service retailers Customers are willing to perform their own "locate-compare-select" process to save money. Today, self-service is the basis of all discount operations, and typically is used by sellers of convenience goods (such as supermarkets) and nationally branded, fast moving shopping goods (such as catalog showrooms). Limited service retailers Retailers such as Sears and J. C. Penney, provide more sales assistance because they carry more shopping goods about which consumers need information. Their increased operating costs result in higher prices.

Full service retailers Like specialty stores and first-class department stores, have salespeople to assist customers in every phase of the shopping process. Full service stores usually carry more specialty goods for which customers like to be waited on. They provide more liberal return policies, various credit plans, free delivery, home servicing, and extras such as lounges and restaurants. 2) PRODUCT LINE: Retailers can also be classified by the depth and breadth of their product assortments. The depth of a product assortment refers to the number of different versions of each product that are offered for sale. The breadth of the assortment refers to the number of different products that the store carries. Specialty stores carry a narrow product line with a deep assortment within that line. Examples include stores selling sporting goods, books, furniture, electronics, flowers, or toys. Today, specialty stores are flourishing, due to the increasing use of market segmentation, market targeting, and product specialization.

A department store carries a wide variety of product lines. Each line is operated as a separate department managed by specialist buyers and merchandisers. Supermarkets are large, low-cost, low-margin, high-volume, self-service stores that carry a wide variety of food, laundry, and household products. Convenience stores are small stores that carry a limited line of high-turnover convenience goods. These stores located near residential areas and remain open long hours, seven days a week. Convenience stores must charge high prices to make up for higher operating costs and lower sales volume, but they satisfy an important consumer need.

Superstores, combination stores, and hypermarkets are all larger than the conventional supermarket. Many leading chains are moving toward superstores because their wider assortment allows prices to be 5-6% higher than conventional supermarkets'. Combination stores are combined food and drug stores. warehouse retailing, and operate like a warehouse 3) RELATIVE PRICES Retailers can also be classified by the prices they charge. Most retailers charge regular prices and offer normal quality goods and customer service. Some offer higher quality goods and service at higher prices. Retailers that feature low prices include: Discount stores sell standard merchandise at lower prices by accepting lower margins and selling higher volume. Occasional discounts or specials do not make a store a discount store. A true discount store regularly sells its merchandise at lower prices, offering mostly national brands, not inferior goods. 4) CONTROL OF OUTLETS: Examples are A&P's Family Marts and Wal-Mart's Super centers. Hypermarkets combine discount, supermarket, and

10

About 80% of all retail stores are independents, accounting for 2/3 of retail sales. Other forms of ownership include the corporate chain, the voluntary chain and retailer cooperative, the franchise organization, and the merchandising conglomerate. The chain store is one of the most important retail developments of this century. Corporate chains appear in all types of retailing, but they are strongest in department, variety, food, drug, shoe, and women's clothing stores. The size of corporate chains allows them to buy in large quantities at lower prices, and chains gain promotional economies because their advertising costs are spread out over many stores and over a large sales volume. The voluntary chain is a wholesaler-sponsored group of independent retailers that engages in-group buying and common merchandising.

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

11

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

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

Emerging Trends In Indian Retail Industry

12

Tier-II Phenomenon Small towns with a population of 0.5 1 million {like Surat, Lucknow, Dehra Dun, Vijaywada, Bhopal, Indore, Vadodara, Coimbatore, Nasik, Bhubaneswar, Varanasi, and Ludhiana etc}, are witnessing a defined increase in disposable income coupled with high aspirational levels leading to enhanced spending on consumer goods along with lesser aversion to credit. With consumption in metros already being exploited {85% of retail sales as of now}, these Tier-II areas are fresh targets and are expected to contribute 2025% of organized retailing sales. Retailers are introducing contemporary retail formats such as hypermarkets and supermarkets in these new pockets of growth. Mall development activity in these small towns is also picking up, creating quality space for retailers to fulfill their aggressive expansion plans. Keeping in view the relatively smaller size of the market, the average size of a retail mall in Tier-II cities ranges between 100,000 120,000 square feet in comparison with the larger metros where a number of malls measure over 500,000 square feet. Entry of International Players The fight today is not between Big organized retail stores (3%) and Unorganized Kirana Shops (97%), but its between global giants like Wal-Mart, Tesco and Shoppers Stop, Pantaloons. Entry of these global players will impact the way India Retailers operate, as much as it will change the way Indian consumers live and do their shopping. They will no longer be just dependent on their local Kirana shop for their everyday needs. They could just shop once a week or once a month at comparatively cheaper rates and remain hassle free. Indian retailer will also need to quickly come to terms with the market realities. On one hand they will fight size factor and on the other hand great efficiencies Emergence of New Retail Formats Currently the retail sector in India is populated with the traditional mom-and-pop stores and some 1000 odd supermarkets under organized retail chains. A daring few ventured into the Hypermarket segment with successful results and this format is being fast

13

replicated by other players. This experience indicates that the Indian consumer has matured to the next level of shopping experience. Given the Indian conditions and the vast diversity a single format may not be possible for the national presence, but region specific formats may evolve. An interesting observation is that of lack of presence of organized retail chains in the rural/semi-urban centers as over 60% of Indian population is still in these parts. An ideal no frills model to start with would be ideal for the rural markets; this would help to take them to the next level of supermarket experience. Specialty Malls Keeping in mind the astonishing pace with which new supply is expected to enter the market, many mall developers, in a bid to offer a distinctive value proposition, are planning to develop specialty malls. These niche developments shall emerge as onestop destinations in their chosen product categories. The Delhi-based Aerens Group has developed Gold Souk, an exclusive jewellery mall that is already operational in Gurgaon and has ambitious plans to replicate the concept across the country. Further, a number of analogous developments like a Wedding Mall by Omaxe Group, Automobile Mall etc are also in the offing. In line with international trends, Home Malls offering the entire range of building and interior dcor solutions are also coming up in various parts of the country including Pune (Ishanya promoted by Deepak Fertilizers and Petrochemicals Corporation Ltd), Gurgaon & Kolkata. Price Correction Fallout of the surge in mall development activity shall be that developers will be forced to offer retailers prime real estate spaces at costs lower than those prevailing today, as the space required by retailers to fulfill their expansion plans is likely to be lesser than offered. This correction could result in a more structured retail real estate market that would allow retailers a higher margin on their real estate investments, thereby enabling them to expand faster. Further, the relatively over-served cities could witness higher activity, as real estate space becomes more affordable, thereby, reducing the break-even period for retailers. Moreover, under-served markets could provide enough margins to retailers to compensate for loss of margins in some of the over-served markets.

14

Traditional Retailers in Malls The abundant supply of retail space has provided retailers with the leeway to experiment with newer formats and product categories. Even traditional retailers like Benzer, Study by Janak, Mehrasons Jewellers etc are being pushed to modern retailing formats like shopping malls. Mall developers shall have sufficient incentive to operate on a revenuesharing pricing model as many of these traditional retailers can generate higher sales per square foot as compared to the larger-format department stores, which shall translate into higher revenue realizations for developers. Transformation & Innovations of Supply Chain and Transportation logistics To counter the unbeatable advantages of convenience of a hop, skip and a jump access and home delivery, organized retailers seem to have just one option - offer attractive prices to the consumer. A successful retailer's winning edge will therefore come from sourcing - how best it can leverage its scale to drive merchandise costs down, increase stock turns and get better credit terms from vendors. Efficient supply chains can achieve this objective and fuel demand. The supply chain in India is full of inefficiencies- a result of inadequate infrastructure, too many middlemen, complicated laws and an indifferent attitude. More use of Technology Retailing, as discussed before, is at a nascent stage in India. The complicated information systems and underlying technologies are in the process of being established. Most grocery retailers like Food World have started tracking consumer purchases through CRM. The lifestyle retailers through their `affinity clubs' and `reward clubs' are establishing their processes. The traditional retailers will always continue to exist but organized retailers are working towards revamping their business to obtain strategic advantages at various levels - market, cost, knowledge and customer. With differentiating strategies - value for money, shopping experience, variety, quality, discounts, advanced technologies, change in the equilibrium with manufacturers and a thorough understanding of the consumer behavior, the ground is all set for the organized retailers.

15

Community Involvement Footfalls in most malls are observed to be significantly higher on weekends. To ensure regular walk-ins on weekdays, mall developers have started to focus on involving the local community. They have recognized that their centers need to be entertaining, and that shoppers want their malls and town centers to blend with and reflect their own communities. Their philosophy today is thus to create a center where people would want to stay well beyond their shopping time to enact the rituals of urban life. Activities like karate classes and painting competitions for children pull their salary-earning parents to visit the mall. For example, South-dale Mall, USA contains a school, an auditorium, an ice-skating rink and even a zoo for the same reason. Dandia and Navratre parties at Ansal Plaza and Festival parties at other malls also have the same objective.

1.2 Profile of the organisation

Big Bazaar

16

Big bazaar is a chain of hypermarket in India. Currently, there are 210 big bazaar stores across 80 cities and towns in India. Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections. Big Bazaar is part of Future Group, which also owns the Central Hypermarket and is owned through a wholly owned subsidiary of India Limited that is listed on Indian stock exchanges.

Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 150 Big Bazaar stores in 80 cities and towns across India.

17

Big bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail. Though Big Bazaar was launched purely as a fashion format including apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has included a wide range of products and service offerings under their retail chain. The current formats include Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar.

Most of the Big Bazaar stores are multi-level and are located in stand-alone buildings in city centers as well as within shopping malls. These stores offer over 200,000 SKUs in a wide range of categories led primarily by fashion and food products. Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is now present within every Big Bazaar as well as in independent locations. A typical Big Bazaar is spread across around 50,000 square feet (4,600 m2) of retail space. While the larger metropolises have Big Bazaar Familycentres measuring between 75,000 square feet (7,000 m2) and 160,000 square feet (15,000 m2), Big Bazaar Express stores in smaller towns measure around 30,000 square feet (2,800 m2). Big Bazaar has the facility to purchase products online through its official web page, and offers free shipping on some of their products.[1]

[edit]Wednesday Bazaar Big Bazaar introduced the Wednesday Bazaar concept and promoted it as Hafte Ka Sabse Kimti Din. It was mainly to draw customers to the stores on Wednesdays, when least number of customers are observed. According to the chain, the aim of the concept is "to give home makers the power to save the most and even the stores in the city don a fresh look to make customers feel that it is their day".[2] [edit]Maha Bachat Maha Bachat was started off in 2006 as a single day campaign with attractive promotional offers across all Big Bazaar stores. Over the years it has grown into a 6 days biannual campaign. It has attractive offers in all its value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar - catering to the entire needs of a consumer.[3]

18

Vishal Mega Mart

What started as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a conglomerate encompassing 183 showrooms in 24 states / 110 cities .Indias first 19

hyper-market has also been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of the single largest collection of goods and commodities sold under one roof in India. The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr. Ram Chandra Agarwal . The group had a turnover of Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007.

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

1.3 Introduction to topic Advertising and Sales promotion is indispensable part of any Retail business. They help to entice the customers from local retailer of unorganized system to the big retail companies of organized system .In organized retail system sales promotion and advertising is even far more important because they need a big force to drag them into these giant retail stores. Big Bazaar and Vishal Mega Mart have been using these promotional techniques since its establishment that helps it in maintaining as well as increasing its sales. It mainly counts on sales promotion techniques and advertising that have always been unique.

20

In the project Comparative study of Big Bazaar and Vishal Mega Mart We have tried to study all the big advertising and sales promotion campaigns of these two. Apart from the study part I have tried to find whether their Advertising and Sales promotion really influences the their sales, taking it as hypothesis of my study We started up with our research. We began our research with the help of primary source of collecting the data that is Questionnaire containing questions that could be used to measure the effect of advertising and Sales promotion on sales of Big Bazaar and Vishal Mega Mart. The sample size taken by us was 50. On the basis of analysis of questionnaires and various results based on pie chart and bar graphs, We came on the conclusion that only sales promotion has significant effect on the sales of these two, though it has been trying hard for advertising but it has to put more efforts to make its effect on the sales of Big bazaar & Vishal Mega Mart and make people aware. We have tried our best efforts to keep our research fair and unbiased.

21

CHAPTER 2: Objective and Methodology 2.1 Objective of study

MAIN OBJECTIVETo do comparative study on the influences of Advertising and Sales promotion on the sales of Big Bazaar and Vishal Mega Mart. SECONDARY OBJECTIVES To find the most effective tool of Sales promotion technique to entice customers

used by Retail businesses. To study various advertising and sales promotion techniques used by Big

Bazaar and Vishal Mega Mart. To find out the influence of Advertising and Sales promotion on the sales of Big

Bazaar and Vishal Mega Mart.

2.2 Research Methodology

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

RESEARCH DESIGN DESCRIPTIVE RESEARCH- Descriptive research includes surveys and facts
findings enquiries of different kinds. The major purpose of Descriptive research is the description of the state of affairs, as it exists at present. It provides the data about the

22

population or universe being studied. Descriptive research is used when the objective is to provide a systematic description that is as factual as accurate possible. In this project we have to find whether Advertising and sales promotion influences the sales of the Big Bazaar and Vishal Mega Mart, therefore our research is descriptive.

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

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

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

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

Questionnaires

1. How often do you visit market for shopping? Daily Twice a week Fortnightly Monthly

2. You like to shop during various sales promotion offers

23

Highly agree

Agree

Not sure

Disagree

Highly Disagree

3. Which type of Sales promotion offers you find most attractive? Discount sales Buy 1 get 1 free Free gifts Exchange offers Loyalty Program Games and Contests Others, Specify__________________________________ 4. Do you visit Big Bazaar for shopping? Yes No

If yes then how often? Weekly Fortnightly Monthly Sometimes

5. Do you visit Vishal Mega Mart for shopping? Yes No

If yes then how often? Weekly Fortnightly Monthly Sometimes

6. Can you recall the biggest advertising campaign of Big Bazaar? Yes No

If yes then specify _______________________________________ 7. Can you recall the biggest advertising campaign of Vishal Mega Mart? Yes No

If yes then specify _______________________________________

24

8. How much will you give the preference to Big Bazaar for shopping? Very Poor Poor Average Good Very Good

9. How much will you give the preference to Vishal Mega Mart for shopping? 10. Very Poor 11. Poor Average Good Very Good

12. What is color in logo of Vishal Mega Mart? Red Blue Orange Black 13. Do you feel the same comfort while shopping in Big Bazaar/Vishal Mega Mart even during the MAHA SALE OFFERS also? Yes No Not sure

14. What is the Tag line of Big Bazaar? ______________________________________ 15. What is the Tag line of Vishal Mega Mart? ______________________________________

16. Can you suggest something that Big Bazaar or Vishal Mega Mart can do to improve its services? ____________________________________________________________ ___________________________________________________________

25

2.3 Limitations of study

Time was the major constraint, which prevented me to put in more effort. Some people left few questions unanswered. Some of the respondents were not ready to fill the questionnaire. Not all the respondents were cooperative thus it was difficult to convince them for filling up the questionnaire. Some of the respondents might have got biased while filling up the questionnaire. We made my best efforts in conducting the research but might have lacked somewhere because of lack of expertise in conducting such survey based researches.

26

Chapter-3 Data Analysis and Interpretation

Q1. Frequency to visit market for shopping

Daily Twice a week

5 20

Fortnightly Monthly

11 14

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

27

Q2. Like shopping during sales promotion offers

Highly agree Agree

12 28

Not Sure Disagree

8 2

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

28

Q3.Most attractive sales promotion offers

Discount sales Buy 1 get 1 free Free gifts

26 10 9

Exchange offers Loyalty program Games and Contest

3 1 1

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

29

Q4.Visit to Big Bazaar

Yes No

40 9

Cant say

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

30

Q5. Frequency to visit Big Bazaar

Weekly Fortnightly

7 5

Monthly Sometimes

14 15

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

31

Q6. Visit to Vishal Mega Mart

Yes No

35 10

Other

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

32

Q7. Frequency to visit Vishal Mega Mart

Weekly Fortnightly

7 8

Monthly Sometimes

12 15

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

33

Q8.Recall of biggest advertising campaign of Big Bazaar

Yes No

14 35

Cant say

INTERPRETAION- Among the 50 respondents 70% were not able to recall its latest largest advertising campaign ,which means that Big Bazaar is very weak at its advertising ,it has to increase its reach through all kinds of media not only during its sales promotion campaigns but also through out the year.

34

Q9.Recall of biggest advertising campaign of Vishal Mega Mart

Yes No

30 19

Cant say

INTERPRETAION-

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

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

35

Q10. Preference for shopping rank wise at big bazaar

Very poor Poor

6 6

Average Good

8 10

Very good

20

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

36

Q11.Preference for shopping rank wise at Vishal Mega Mart

Very poor Poor

5 5

Average Good

5 15

Very good

20

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

37

RECOMMENDATIONS

Recommendations
Big Bazaar should increase its aisle area for more convenient shopping

to its customers to compete with Vishal Mega Mart. It should improve its ambience as its closest competitors are having

edge over it on this parameter. Big Bazaar should have more of cash counters so that people does not

have to stand in long queue in order to get billing. Vishal Mega Mart should work on its advertising, though it is known

for its creative advertising but the message should reach to each of the target customer so should use more rigorous use of all types of media. It should change its Tagline which gives the same message but is still

easily distinguishable, as most of its competitors are having almost similar tag lines that creates jargon for customer. music. apparels. Big Bazaar has to improve its quality of products especially in It can convert shopping in to a great experience by playing some good

38

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

BOOKS REFERED Belch. E. George and Belch. A. Michael, Advertising and Promotion Sixth

Edition, Tata Mcgraw Hill.

39

Kotler Philip, Marketing management Eleventh Edition, Pearson

Education. Beri G.C.,Marketing Research Third Edition, Tata Mcgraw Hill.

40