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Prasanna Kumar, D.
- Promotional Offer Strategies : their Effectiveness and Satisfaction Levels of Customers at Big Bazaar
Abstract Views :444 |
PDF Views:150
Authors
Affiliations
1 K L U Business School, Guntur, Andhra Pradesh, IN
1 K L U Business School, Guntur, Andhra Pradesh, IN
Source
Review of Professional Management- A Journal of New Delhi Institute of Management, Vol 13, No 1 (2015), Pagination: 50-63Abstract
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.Full Text
References
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- A Study on Impulse Buying Behaviour in the Backdrop of Customer Perception towards Visual Merchandising and Other Service Attributes at Organized Retail Outlets in Hyderabad
Abstract Views :159 |
PDF Views:0
Authors
Affiliations
1 Klu Business School, Kl University, Vijayawada – 522502, Andhra Pradesh, IN
1 Klu Business School, Kl University, Vijayawada – 522502, Andhra Pradesh, IN
Source
Indian Journal of Science and Technology, Vol 9, No 35 (2016), Pagination:Abstract
Organized Retail Sector is expanding at a rapid pace in India and it is leading to the phenomenon of Impulse buying by the customers at these stores which is not seen in the previous decade. The purpose of conducting the research is to find the Impact of Effective Visual Merchandising (VM) on the impulse buying behavior of customers at various retail stores in Andhra Pradesh. Objectives: To find the satisfaction attributes of Customers at Organized retail Outlets and how VISUAL MERCHANDIZING is affecting impulse decisions of the customer. Methods/Analysis: In this study we used various questions on life-style attributes and satisfaction with life scale variables for collecting information and tried to study their effect on customer impulse behavior. A survey of 488 retail customers was done and results interpreted in this paper. SPSS 16 was used to implement methods like CHI-SQUARE on the data and correlate the various factors needed. Findings: We provide a comprehensive insight into the various factors that are affecting the impulsiveness of the customer. As the previous research data was not focusing on the phenomenon of Impulse behavior and Visual merchandising, we tried to do depth analysis of the same which will be useful for future researchers.Keywords
Display, FDI, Impulse, Layout, Organized, Visual Merchandise.Full Text
- Effectiveness of Promotional Offer Strategies and Customer Satisfaction at Bigbazaar
Abstract Views :345 |
PDF Views:13
Authors
Affiliations
1 K L U Business School, Guntur, Andhra Pradesh, IN
1 K L U Business School, Guntur, Andhra Pradesh, IN
Source
Parikalpana: KIIT Journal of Management, Vol 11, No 2 (2015), Pagination: 27-41Abstract
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.Full Text