Open Access Open Access  Restricted Access Subscription Access

Promotional Offer Strategies : their Effectiveness and Satisfaction Levels of Customers at Big Bazaar


Affiliations
1 K L U Business School, Guntur, Andhra Pradesh, India
 

Big Bazaar is the brain child of Kishore Biyani and is one of the pioneers in Indian retail industry. It is able to multiply its market share due to good publicity among customers through word of mouth. Many researchers attribute its success to the promotion and discount offers provided continuously through various innovative ways. The objective of my study is to know the role of promotional strategies and their effectiveness to create the attitude of Loyalty among customers at BIG BAZAAR in Andhra Pradesh. Promotion involves providing trial experiences and incentives to customers for increasing sales in future. The strategy of promotions for goods and services is very useful to marketers as compared to other sales promotion policies e.g. advertisements and maintaining a sales force. This strategy can be effective both in the short term or long term. A Survey was conducted on customer attitude towards services provided by Big Bazar and their perceptions on the promotional strategies adopted by the managers. The survey on consumers' perception was done through a questionnaires while strategies of the managers on sales promotion were noted on the basis of actual promotional activities offered by Big Bazar.

Keywords

Big Bazaar, Promotion, Retail, Format, Footfall, Marketing.
User
Notifications
Font Size

  • Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value Conscious Consumer: Store Brands versus National brand promotions. Journal of Marketing, 65.
  • Blattberg, Robert C., & Scott Neslin. (1995). Sales Promotion: concepts, methods, strategies. New York: Simon & Schuster.
  • Bunish, Christine. (1999, ). Sales: expanded use of collateral material, catalogs boosts sales promotion. Business Marketing.
  • LaRonca, Frank. (1996, December 16). Dismantling the wall between strategies, execution. Brand Week.
  • Schultx, Don E., William, A. Robinson, & Lisa, A. Petrison. (1998). Sales promotion essentials (3rd ed.). Lincolnwood,IL: NTC Business Books.
  • Kotler, Philip, & Gary, Armstrong. (1990). Marketing: an introduction (2nd ed.). New Jersey: Englewood Cliffs,Prentice-Hall, Inc.
  • Kim, B. D., Srinivasan, K., & Wilcox, R. T. (1999). Identifying price sensitive consumers: the relative merits of Demographic vs. purchase pattern information. Journal of Retailing, 75 (2).
  • Aaker DA (1991b). Managing Brand Equity: Capitalizing On the Value of a Brand Name. New York: The Free Press.
  • AARON AHUVIA (March 2012). "Brand Love", Journal of Marketing Volume 76, American Marketing Association ISSN: 0022-2429, 1547-7185 (electronic).
  • Hoyer WD & Brown, SP (1990).Effects of brand awareness on choice for a common, repeat purchase product. Journal of Consumer Research, 17.
  • Fournier, S. (1995), "A Brand as a Character, a Partner, and a Person: Three Perspectives on the Question of Brand Personality”, Advances In Consumer Research, 22.
  • Aaker DA (1991a). Are brand equity investments really worthwhile? Ad map, 14-17.
  • KATHY HAMMOND (2000). "First-Store Loyalty and Retention", Journal of Marketing Management, Kingston University, London Business School.
  • Hogarth R (1980). Judgement and Choice : The Psychology of Decision. New York: Wiley.
  • Finlay, Karen, (1996), "Reliable and Valid Measurement of Memory Content and Structure as a Function of Brand Usage Pattern", Advances In Consumer Research, 23.
  • Engel, Blackwell, & Miniard, (1995), Consumer Behavior. The Dryden Press, Harcourt Brace College Publishers.
  • Aaker DA (1992). The value of brand equity. Journal of Business Strategy, 13 (4) Jul-Aug,27-32.
  • RICHARD P. BAGOZZI (March 2012).” Brand Love”, Journal of Marketing Volume 76, American Marketing Association ISSN: 0022-2429.
  • Holden, SJS (1993). Understanding brand awareness: let me give you a c(l)ue!. Advances in Consumer Research, 20.
  • Alba JW; Hutchinson, JW & Lynch, JG (1991). Memory and Decision Making. In HH Kassarjian & TS Robertson (eds), Handbook of consumer theory and research.
  • Englewood Cliffs, NJ: Prentice Hall. Woodside AG & Wilson EJ (1985). Effects of consumer awareness of advertising on preference. Journal of Advertising Research, 25.
  • Holden, SJS & Lutz, RJ (1992). Ask not what the brand can evoke; ask what can evoke the brand. Advances in Consumer Research, 19.
  • Keller KL (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57.

Abstract Views: 331

PDF Views: 58




  • Promotional Offer Strategies : their Effectiveness and Satisfaction Levels of Customers at Big Bazaar

Abstract Views: 331  |  PDF Views: 58

Authors

K. Venkateswara Raju
K L U Business School, Guntur, Andhra Pradesh, India
D. Prasanna Kumar
K L U Business School, Guntur, Andhra Pradesh, India

Abstract


Big Bazaar is the brain child of Kishore Biyani and is one of the pioneers in Indian retail industry. It is able to multiply its market share due to good publicity among customers through word of mouth. Many researchers attribute its success to the promotion and discount offers provided continuously through various innovative ways. The objective of my study is to know the role of promotional strategies and their effectiveness to create the attitude of Loyalty among customers at BIG BAZAAR in Andhra Pradesh. Promotion involves providing trial experiences and incentives to customers for increasing sales in future. The strategy of promotions for goods and services is very useful to marketers as compared to other sales promotion policies e.g. advertisements and maintaining a sales force. This strategy can be effective both in the short term or long term. A Survey was conducted on customer attitude towards services provided by Big Bazar and their perceptions on the promotional strategies adopted by the managers. The survey on consumers' perception was done through a questionnaires while strategies of the managers on sales promotion were noted on the basis of actual promotional activities offered by Big Bazar.

Keywords


Big Bazaar, Promotion, Retail, Format, Footfall, Marketing.

References





DOI: https://doi.org/10.20968/rpm%2F2015%2Fv13%2Fi1%2F68991