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Projects on marketing for mumbai University nbbxun jguv igdy khu
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“A Study on the effective promotional strategy influencing customer for The products of “
“A Study on the effective promotional strategy influencing customer for The products of BIG BAZAAR AND D-MART “
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 ‘God’ said by the business tycoons. There is always a ‘first mover advantage’ in an upcoming sector. Here, that advantage goes to “BIG BAZAAR & D-Mart”. It has brought about many changes in the buying habits of people. It has created formats, which provides all items under one roof at low rates, or so it claims! In this project, we have studied its marketing strategies and promotional activities. The project titled ‘A Study on the effective promotional strategy influences customer for the product of Big Bazaar and D-Mart’ helps us to understand the effect of promotional strategy which is responsible for attracting customers towards big bazaar & d-mart This study is helpful to top level management to improve the present promotional strategy of BIG BAZAAR & D-Mart. The project was carried out as per the steps of Marketing Research. The well supportive objectives were set for the study. To meet the objectives primary research was undertaken. The data collection approach adopted was experimental research & survey research. The instrument used for the data collection was observation & questionnaire. The target respondents were the visitors of BIG BAZAAR & D-Mart, with the sample size of 120 for the study of sales management of the company. Tables & charts were used to translate responses into meaningful information to get the most out of the collected data. Based on those the inferences have been drawn with peer supportive data.
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4 HYPOTHESIS^ 47 - 76
1. INTRODUCTION OF PROJECT As a part of our study of MBA programme, we are given capstone project work to develop our analytical faculties as professional students. In relation to the aforementioned objective the project undertaken by us covers marketing analysis of national. The study converges on two major giants in global market:
consumer-related private equity fund, Indecision. It also plans to get into insurance, consumer credit and other consumer-related financial products and services in the near future. Future Group's vision is to, "Deliver Everything, Everywhere, Every time to Every Indian Consumer in the most profitable manner." One of the core values at Future Group is, 'Indian’s' and its corporate credo is - Rewrite rules, Retain values. Future Group Manifesto “Future” – the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn and re-learn our ability to evolve. We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption because consumption is development. Thereby, we will effect socio-economic development for our customers, employees, shareholders, associates and partners. Our customers will not just get what they need , but also get them where, how and when they need. We will not just post satisfactory results, we will write success stories. We will not just operate efficiently in the Indian economy, we will evolve it. We will not just spot trends; we will set trends by marrying our understanding of the Indian consumer to their needs of tomorrow. It is this understanding that has helped us succeed. And it is this that will help us succeed in the Future. We shall keep relearning. And in this process, do just one thing. Big Bazaar is a chain of shopping malls in India currently with 29 outlets, owned by the Pantaloon Group. It works on same the economy model as Wal-Mart and has had considerable success in many Indian cities and small towns. The idea was pioneered by entrepreneur Kishore Biyani , the head of Pantaloon Retail India Ltd. Big Bazaar stores in Metros have a gaming area and kids play area for entertainment. Cities where stores are located are, Agra, Ahmadabad, Allahabad, Ambala, Asansol, Bangalore, Bhubaneswar, Chennai, Coimbatore, Palakkad, Kolkata, Delhi, Durgapur, Ghaziabad, Gurgaon, Hyderabad, Indore, Lucknow, Kanpur, Mangalore, Mumbai, Nagpur, Nasik, Panipat, Pune, Rajkot, Surat, Thane, Thiruvananthapuram, Vishakhapatnam. Big Bazaar is not just another hypermarket. It caters to every need of customer’s family. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. At Big Bazaar, customer will definitely get the best products at the best prices -
1) Men’s Department Formals (Shirts & Pants) Jeans T-Shirts Major brands in this department Pantaloon 2) Furniture Department Dining Table Bedroom Accessories Hall accessories (Sofa sets, Chairs, Computer table etc) Mattresses 3) Home Decor Flower vase Artificial Flowers Religious gifts Candle stand Umbrellas Photo Frames Assorted color Stones Frame Paintings Water falls (artificial) Birthday items Chronology
1.4 INTRODUCTION OF D-MART STORE: D-Mart offer products to satisfy the entire family’s needs. Merchandise offered at D-Mart is always at lower prices. Stores are designed with customer convenience in mind. D-Mart respects your intelligence by offering a wide choice of brand and pack sizes, couple with easy-to-understand communications and information.
Avenue Super Marts Ltd. Avenue Super Marts Ltd (ASL) owns and operates hypermarkets and supermarkets by the store name D-Mart. D-Mart seeks to provide a one-stop shopping experience for the entire family, meeting all their daily household needs. A wide selection of home utility products is offered, including foods, toiletries, beauty products, garments, kitchenware, bed and bath linen, home appliances and much more. Since D-Mart first opened its doors in the Mumbai region in 2000, it has grown into a trusted and well-established shopping destination in Maharashtra, Gujarat, Andhra Pradesh and Karnataka. D-Mart is now looking forward to growing its stores across India. Culture At ASL , we’re strong believers in deriving excellence in customer service through systemic training and rigor at work. We value simplicity and humility in our people and strongly believe that integrity and merit is the only route to growth at ASPL. We hire professionals who share our values and unabashedly lead by example. Vision It is our continuous endeavor to investigate, identify and make available new products/categories for the customer’s everyday use and at the ‘best’ value than anybody else. Presence
D-Mart ofeers a wide selections of products in the following categories: Foods Toiletries and Beauty products Garments Kitchenware Bed and Bath linen Toys & Gmaes Stationery Home Appliances Footwar
1.5 LITRATURE REVIEW (Doyle& Fenwick 1974; Jain & Etgar 1976: King & Ring 1980; Chowdhury et al 1998), withsome research efforts having attempted to explore the evolution of store image formation(Mazursky and Jacoby 1986); and others seeking to conduct a meta-analysis of retail patronage studies (Pan & Zinkhan 2006). However, the existing literature did not retail image. Consumers’ perception of store image is based, in part, on functional qualities that the store may possess, and by other, less tangible or psychological attributes (Lindquist 1974). Lindquist analyzed over 20 studies dealing with store image formation and identified 35 different aspects that in reveal any prior studies where cluster ing techniques had been used to study consumers’ perceptions of stofluence store image for mation. These were grouped into nine broad categories, including: merchandise, service, clientele, physical facilities, convenience, promotion, store atmosphere, institutional a ttributes, and post- transaction satisfaction. Mazursky and Jacoby (1986) conducted a sim ilar analysis and verified that “merchandise related aspects” (such as quality, pricing and as sortment), and “service related aspects” (such as quality in general and salesperson’s servic e) are among the most important components of store image. A 1994 study by Baker, Grewal and Parasuraman confirmed that “the store image literature suggests there are linkages between merchandise and service quality, and store image.” A later study by Baker, Grewal and Voss (2002) also confirmed that service quality was a key determinant of store image. Given the prevalence in the literature of merchandise and service as two key determinants i n the formation of store image, these two attributes were selected for this present study to gauge consumer’s perceptions of retail stores. These attributes were incorporated in this study by obtaining consumer similarity judgments on retailers’ “service quality” and “merchandise qua lity”. The clustering of retail stores based on these two attributes will yield a better unde rstanding of competition within the retailing industry. This is of interest from a strategic ma rketing standpoint in that many off-price retailers carry the same quality merchandise as other, higher priced retailers (namely, department stores and specialty stores). In previou s years, competition within the retail sector was more clearly delineated in that departmen t stores tended to compete with other department stores; and in general, stores of a specific t ype tended to compete with like stores in reality, these distinctions (at least with regards to merchandise quality) may not be as clear today since off-price retailers often carry the sa me merchandise as specialty and department stores. No longer can the competition be viewe d as narrowly – merely by store type - as it had been in the past for purposes of marketing strategy development. Off-price retailers strive to convince consumers that their product q uality is comparable to that of department stores. This study will enable us to confirm whether consumer perceptions of product quality will also yield information that would be of strategic interest to retailers.
