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Authors
Affiliations
1 K L U Business School, Guntur, Andhra Pradesh, IN
Source
Parikalpana: KIIT Journal of Management, Vol 11, No 2 (2015), Pagination: 27-41
Abstract
Big Bazaar is the brain child of Kishore Biyani and is one of the pioneers in Indian retail industry. It was able to multiply its market share due to good word of mouth publicity of customers. Many researchers attribute its success to the promotional and discount offers it provides through continuous innovation. The objective of study is to know the role of promotional strategies and their effectiveness at BIG BAZAAR in Andhra Pradesh and know the Loyalty attributes that accrue from it. Promotion involves providing trial experience and incentives to customers for achieving greater sales. Doing Promotions for goods and services is a very useful to marketers when compared to doing advertisements and maintaining a sales force and it can be short term or long term. A Survey was conducted for the purpose of Knowing the customer attributes and perceptions of service provided and it concentrated on the promotional strategies of the managers there as well as the customer's reaction to them. Survey of customer perceptions was done using questionnaires while strategies of the managers were noted using schedules.
Keywords
Big Bazaar, Promotion, Retail, Format, Footfall, Marketing.
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