TABLE OF CONTENTS

S.No. Topic Page No.

1. Executive Summary 5

2. Introduction 6

3. Research Objective and Methodology 13

4. Theoretical Review/Perspective 14

5. Finding and Analysis 27

6. Recommendations & Conclusion 37

7. Bibliography 38

8. Questionnaire 39

EXECUTIVE SUMMARY

Consumerism is the culture or ideology of excessive consumption of material goods or services. It is defined in two ways:-

One sense of the term is to describe the efforts to support consumers' interests. By the early 1970s, it was the accepted term for the field and began to be used in these ways:

"Consumerism" is the concept that consumers should be informed decision makers in the marketplace.

In other sense people began using the term "consumerism" to mean "high levels of consumption". This definition gained popularity since the 1970s and began to be used in these ways:

Consumerism is the systematic creation and fostering of a desire to purchase goods and services in ever increasing demands.

In simple words Consumerism means spending a lot of money on item that is not necessarily needed.

So in my project, I have focused on second definition in my project as it has revolutionalized the business environment of 21st century. Also I have taken Big Bazaar as example as how it uses Consumerism as a tool in making its marketing strategies.

Over-consumption is sometimes negatively attributed to consumerism. For instance some people might argue that Christmas holidays are a time of consumerism due to the large amounts of goods that are purchased during this time. Consumers strive to find the perfect gifts and this creates a demand for goods and promotes greed. Consumerism causes a materialistic belief that the more materials acquired the better, implying an increased value placed on material possessions.

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INTRODUCTION

Definition of Consumerism

Consumerism can refer to the frequency and intensity of marketplace behaviours.

It can also present the idea that happiness and well-being are linked to personal

consumption of goods and services. Our consumerism culture encourages people

to consume beyond a basic necessity. Many citizens seek social status and define

their self-worth in terms of the quality and quantity of their own personal

possessions rather than their impacts on the environment in depleting its reserves.

There are many negative consequences due to over-consumption. Much more

garbage is generated these days because of excess product packaging and excess

energy consumed in the production and delivery of products to our communities.

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Our affluent society should be recycling, reusing, renting, reducing and

composting to lessen their impact on the planet.

Since the 1950’s, advertising, retail and consumer credit have had a huge impact

on consumption patterns. Media has engaged the manufacturing sector to persuade

citizens that buying goods will fill a void toward a fulfilling and rewarding life.

Extensive advertising shown on television is targeted to key audiences and

consumer credit has become a way of life. The more is better concept is the

challenge we have to redirect away from to support sustainable behaviours and

future generations.

I would wager that most people, up until a certain age, love celebrating their

birthdays. There are so many wonderful things about having a birthday: the

gathering of loved ones, the cake and, of course, the presents. For children in

particular, I would even go so far as to bet that gifts are the best part about

birthdays. After all, who doesn't love to receive presents?

Of course, as we get older, getting the things that we want is not limited to

birthdays. Being able to buy things that we do not necessarily need, but only desire

is an ability that many people want to have relatively early on. I know that's why I

got a job at age 15. I was desperate to be able to buy my own clothes, my own

CDs and even my own car!

The desire to buy things that we want, apart from what we need to survive, is a

huge part of the subject of today's lesson. We'll be talking about consumerism, or

the ideology that places value upon the excessive consumption of material goods

and services.

So following are definitions that different dictionaries says about consumerism.

Continual expansion of one's wants and needs for goods and services.

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The concept that an ever-expanding consumption of goods is advantageous

to the economy.

The preoccupation of society with the acquisition of consumer goods

Consumerism is a theory of economics that encourages people to buy more

“things” that they “need” to be happy

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2. RESEARCH OBJECTIVES & METHODOLOGY

Main Objective:

To find out the different advertising strategies used by the Big Bazaar to attract the

customers

Secondary Objectives:

To find the most effective tool of advertising to entice customers used by

Retail businesses.

To study various advertising techniques used by Big Bazaar

To find out the influence of Advertising on the sales of Big Bazaar

Research Methodology

Sampling Design:

Size of Sample:  100.

Target Respondents: Advertising manager in organized retail sector

   Tools used to collect data:     

     Primary Data

 Questionnaire

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           Personal interview

      Secondary Data:

1. Newspapers and Journals

2. Online reference

 Statistical Method Used:

Pie chart

Column diagram 

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LITERATURE REVIEW

Consumerism as a social and economic order and ideology encourages the

acquisition of goods and services in ever-increasing amounts. Early criticisms of

consumerism occur in 1899 in the works of Thorstein Veblen. Veblen's subject of

examination, the newly emergent middle class arising at the turn of the twentieth

century, came to fruition by the end of the twentieth century through the process of

globalization.

In the domain of economics, "consumerism" refers to economic policies placing

emphasis on consumption. In an abstract sense, it is the consideration that the free

choice of consumers should strongly orient the choice by manufacturers of what is

produced and how, and therefore orient the economic organization of a society.

Overall, since the end of the twentieth century, the burgeoning of consumerism as

a way of life across all domains has remade politics, economics and culture:

“In the almost complete absence of other sustained macro-political and social

narratives – concern about global climate change notwithstanding – the pursuit of

the 'good life' through practices of what is known as 'consumerism' has become one

of the dominant global social forces, cutting across differences of religion, class,

gender, ethnicity and nationality. It is the other side of the dominant ideology of

market globalism and is central to what Manfred Steger calls the global imaginary”.

Vance Packard worked to change the meaning of the term "consumerism" from a

positive word about consumer practices to a negative word meaning excessive

materialism and waste. The ads for his 1960 book The Waste Makers prominently

featured the word "consumerism" in a negative way.

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History and Growth

The consumer society emerged in the late seventeenth century and intensified

throughout the eighteenth century. While some claim that change was propelled by

the growing middle-class who embraced new ideas about luxury consumption and

the growing importance of fashion as an arbiter for purchasing rather than

necessity, many critics argue that consumerism was a political and economic

necessity for the reproduction of capitalist competition for markets and profits,

while others point to the increasing political strength of international working class

organizations during a rapid increase in technological productivity and decline in

necessary scarcity as a catalyst to develop a consumer culture based on therapeutic

entertainments, home ownership and debt. The more positive, middle-class view

argues that this revolution encompassed the growth in construction of vast country

estates specifically designed to cater for comfort and the increased availability of

luxury goods aimed at a growing market. This included sugar, tobacco, tea and

coffee; these were increasingly grown on vast plantations in the Caribbean as

demand steadily rose. In particular, sugar consumption in Britain[ during the

course of the 18th century increased by a factor of 20.

Of course, humans have wanted things for centuries. One of the most important

elements to note about modern consumerism is the scale. Consumerism as we

recognize it has relatively recent roots. Its most modern evolution emerged to the

forefront of European and early American society as early as 1850, but really

began to intensify in the early 1900s during the Second Industrial Revolution.

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During this time, the boom of industrialization had a huge influence on how

people spent their money in America. The industrial revolution's mass production

of automobiles, growth and use of railroads and creation of factory jobs led to a

steady flow of employment and wealth. Many people found themselves with

disposable income for the first time.

With time, the newly-established middle class in America could more consistently

afford to purchase things beyond their essential means of survival. Although the

Great Depression of the 1920s did slow down the rate of consumerism for a time,

it quickly rebounded by the close of World War II and has grown exponentially

ever since.

In the 21st century

Beginning in the 1990s, the most frequent reason given for attending college had

changed to making a lot of money, outranking reasons such as becoming an

authority in a field or helping others in difficulty. This correlates with the rise of

materialism, specifically the technological aspect: the increasing prevalence of

compact disc players, digital media, personal computers, and cellular telephones.

Madeline Levine criticized what she saw as a large change in American culture –

"a shift away from values of community, spirituality, and integrity, and toward

competition, materialism and disconnection."

Businesses have realized that wealthy consumers are the most attractive targets of

marketing. The upper class's tastes, lifestyles, and preferences trickle down to

become the standard for all consumers. The not so wealthy consumers can

"purchase something new that will speak of their place in the tradition of

affluence". A consumer can have the instant gratification of purchasing an

expensive item to improve social status.

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Emulation is also a core component of 21st century consumerism. As a general

trend, regular consumers seek to emulate those who are above them in the social

hierarchy. The poor strive to imitate the wealthy and the wealthy imitate

celebrities and other icons. The celebrity endorsement of products can be seen as

evidence of the desire of modern consumers to purchase products partly or solely

to emulate people of higher social status. This purchasing behavior may co-exist in

the mind of a consumer with an image of oneself as being an individualist.

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PROS & CONS OF CONSUMERISM

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How Consumerism let you to buy so much?

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Advertising:

Advertising is a non-personal form of communication intended to persuade an

audience (viewers, readers or listeners) to purchase or take some action upon

products, ideals, or services. It includes the name of a product or service and how

that product or service could benefit the consumer, to persuade a target market to

purchase or to consume that particular brand. These brands are usually paid for or

identified through sponsors and viewed via various media. Advertising can also

serve to communicate an idea to a mass amount of people in an attempt to

convince them to take a certain action, such as encouraging 'environmentally

friendly' behaviors, and even unhealthy behaviors through food consumption,

video game and television viewing promotion, and a "lazy man" routine through a

loss of exercise . Modern advertising developed with the rise of mass production

in the late 19th and early 20th centuries. Mass media can be defined as any media

meant to reach a mass amount of people. Several types of mass media are

television, internet, radio, news programs, and published pictures and articles.

Commercial advertisers often seek to generate increased consumption of their

products or services through branding, which involves the repetition of an image

or product name in an effort to associate related qualities with the brand in the

minds of consumers. Different types of media can be used to deliver these

messages, including traditional media such as newspapers, magazines, television,

radio, outdoor or direct mail; or new media such as websites and text messages.

Advertising may be placed by an advertising agency on behalf of a company or

other organization. Non-commercial advertisers that spend money to advertise

items other than a consumer product or service include political parties, interest

groups, religious organizations and governmental agencies. Nonprofit

organizations may rely on free modes of persuasion, such as a public service

announcement. In 2007, spending on advertising was estimated at more than $150

billion in the United States and $385 billion worldwide.

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Sales Promotion

What is sales promotion?

Sales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product or service (i.e. initiatives that are not covered by the other elements of the marketing communications or promotions mix). Sales promotions are varied.

(a) Buy-One-Get-One-Free (BOGOF) – which is an example of a self-liquidating promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if you sell two for $1, you are still in profit – especially if there is a corresponding increase in sales. This is known as a PREMIUM sales promotion tactic.

(b) Customer Relationship Management (CRM) incentives such as bonus points or money off coupons. There are many examples of CRM, from banks to supermarkets.

(c) New media – Websites and mobile phones that support a sales promotion. For example, in the United Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a consumer would enter the code into a dynamic website to see if they had won a prize. Consumers could also text codes via their mobile phones to the same effect.

(d) Merchandising additions such as dump bins, point-of-sale materials and product demonstrations.

(e) Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumer was given a free sandwich.

(f) Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers with the latest low-price deals once new flights are released, or additional destinations are announced.

(g) Joint promotions between brands owned by a company, or with another company’s brands. For example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals.

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(h)  Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential consumers at supermarkets, in high streets and at petrol stations (by a promotions team).

(i) Vouchers and coupons, often seen in newspapers and magazines, on packs.

(j) Competitions and prize draws, in newspapers, magazines, on the TV and radio, on The Internet, and on packs.

(k) Cause-related and fair-trade products that raise money for charities, and the less well off farmers and producers, are becoming more popular.

(l) Finance deals – for example, 0% finance over 3 years on selected vehicles.

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Display or Visual Merchandising

Creating an attractive product display can draw the customer in, promote a slow-moving item, announce a sale, or welcome a season. If your store front is fortunate enough to feature one or more windows, then you have one of the most proven (and least expensive) forms of advertising at your disposal.

Some stores located in a mall or other structure may lack windows, but don't despair. There are many places throughout the store to build beautiful displays.

Take a look at the flow of traffic in your store. Are there any areas that are a focal point for customers?

Your local community may have individuals or visual merchandising companies you can hire to dress your windows, but if you're concerned with saving money, the following tips will help you create an attractive display.

Elements of Effective Visual Merchandising

Balance: Asymmetrical rather than symmetrical balance with the display. Size of Objects: Place the largest object into display first.

Color: Helps set mood and feelings.

Focal Point: Where product and props/signage and background come together.

Lighting: Should accent focal point, if possible.

Simplicity: Less is more so know when to stop and don't add too many items.

Once the display is finished, add appropriate signage. Take photos of the display and keep record of the product sales during the display's existence. Save your information in a file folder for easy reference. By documenting its success, you can re-create the display next year or if it flops, you can make sure you don't repeat the same mistakes.

Like any other aspect of retailing, creating an attractive display takes a little skill and lots of trial and error. As your store changes, so will your opportunities for visual displays. Keep working at designing eye-catching and innovative ways to make your retail store profitable through visual merchandising

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The Four Types of Consumerism in MarketingUnderstanding how consumers make purchasing decisions is critical for companies when they market products or services. In other words, the buying behavior of consumers affects the marketing strategy set forth by the company. A product like chewing gum--known as an "impulse purchase"--is typically marketed in a display near the checkout counter, where the consumer can pick up a pack on the way out. However, for a major purchase, the consumer generally will conduct comparison shopping and demand information about the features and benefits of the product.

Routine Purchases

There are routine purchases people make that require little decision-making. These purchases are made with “programmed behavior” on the part of the consumer. This is because for this type of purchase the buyer puts forth very little effort in searching for the product and making a decision about which product to buy. In addition, typical routine purchases are low-cost items that do not require high involvement on the part of the buyer. Examples of routine purchases are soft drinks and snacks, and basic food items like milk and eggs.

Purchases with a Limited Amount of Decision-Making

Some products are purchased by the consumer on a regular basis, but only occasionally. The consumer may be familiar with the product category but will conduct research to find out information about an unfamiliar brand. For example, the consumer may have bought many shirts before, but a new product with a different material like wicking material may require a limited amount of information-gathering on the part of the buyer. The consumer will also spend some time investigating an unfamiliar brand.

Purchases with a High Amount of Decision-Making

There are purchases that the consumer's make that involve a high amount of research and decision-making. These products are generally unfamiliar and expensive, and they may be bought infrequently as well. The buyer experiences a high degree of risk when buying these products, either economically, psychologically or performance-wise. Examples of these major purchases include cars, homes and computer systems.

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Impulsive Buying

The same consumer who spends hours trying to decide which computer to purchase will often buy other types of items without giving them a second thought. This impulse purchases require no conscious prior planning, and decisions are made on the spot. To find out which items can be impulse buys, look at the items within reach at any checkout counter at a supermarket or department store. These items typically include candy bars, magazines, gum and the like.

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America likes to shop, and we spend a lot of time doing it. Every year Americans spend trillions of dollars on clothing, electronics, homes and  household items, cars and a billion other products. It’s hard to believe the staggering amounts being spent. Here are some other mind blowing facts about the USA’s consumer habits. But don't think Americans are alone in this, as they are just an example of how we've all become consumers instead of citizens.

1. In 1930, the average American woman owned 9 outfits. Nowadays the average American woman owns 30.

2. 25% of people who have two-car garages don't have space to park their cars.

3. In the last 50 years, the average American home size has tripled.

4. Since the early 2000's the home organization industry has doubled in size. It now sees an annual earning of $8 billion.

5. One in ten Americans rents a storage unit outside of their home.

6. There are over 300,000 items in an average American home.

7. Each year the average American throws away 65 pounds (29 kg) of clothing.8. An average child will accumulate 238 toys by the time they are 10 years old. They will only play with about 12 of them.

9. Annually Americans spend more on shoes, jewelry and watches ($100 billion) than they do on higher education.

10. Researchers have found that present day Americans purchase twice as many material goods as they did 50 years ago.

11. 60% of private consumption worldwide is done by 12% of the world, who live in North America and Western Europe.12. In the US, there are more malls than high schools.

13. The average person will spend 3,680 hours (153 days, or 5 months) of their lives looking for misplaced items. The most frequent items are phones, keys, sunglasses, and paperwork.

14. Throughout her lifetime, the average American woman will spend more than 8 years shopping.

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15. Almost half of American households are not saving, nor do they have a savings account.

16. Most households have more television sets than they do people.

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1. INTRODUCTION

Big Bazaar:

The retail industry is one of the biggest money spinners in the world, notching up

US$ 6.60 trillion (Rs. 2.64 crore) in turnover. In India the sector is worth Rs.

720000 crore (US$ 180 billion) growing at between 11% and 1 29 annually

(Source: CII-McKinsey Report).

Despite its massive size! the business is almost entirely controlled by the

unorganized sector While organized retail makes up 70% to 80% of all retail

business in developed countries! in India it is pegged at a lowly 2%.This is by far

the lowest in the world and even far below comparable countries in Asia. In

China! Organized retailing accounts for 20% of all business! while in Indonesia it

is 25%! in Philippines 35%, in Thailand it is pegged at 40% and in Malaysia it is

reputed to be 50%.

Big Bazaar is credited with bringing organized mega retailing to India. The project

was conceived as a uniquely Indian hypermarket in a format that combined the

look! Touch and feel of Indian bazaars with the comfort! Convenience and quality

that modern retailing brings. Launched in August 2001! Big Bazaar has now

become the iconic destination of modern retailing for all sections of Indian

consumers. There are 80 Big Bazaar stores in 45 cities including smaller towns

like Sangli, Durgapur! Panipat! Palakkad, Ambala, Meerut! Jodhpur and Haldia.

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Attracting over 100 million customers every year! it has democratized shopping in

India and become synonymous with great promotions that offer quality products at

affordable prices. Spread over anywhere between 30000 square feet and tw 50000

square A feet of retail space! — a typical Big Bazaar store offers over 160,000

products across categories like apparel! General merchandise! Food! Cosmetics!

Home needs! Electronics! Furniture! Communications, books! Music. Gold and

pearl jewellery and even value added services like consumer credit! beauty salons!

Gyms and travel services. On a typical weekend evening! a Big Bazaar store plays

host to over 10000 customers from moms along with their demanding kids to

senior citizens with their grand children in tow. Built on an inclusive platform that

welcomes consumers from all socio-economic strata! a visit to Big Bazaar is not

only about shopping but also about spending quality time with the family.

Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in

operation. It is a subsidiary of Pantaloon Retail India Ltd's, Future Group, and

follows the business model of United States-based Wal-Mart. Big Bazaar & Food

Bazaar are one of India’s largest chain of hypermarket stores, with 20 Big Bazaars

& 32 Food Bazaars across 14 cities & towns, providing best value to 3.5 million

customers every week across categories such as home need products, FMCG,

apparel, utensils, electronics & appliances & other daily needs. Big Bazaar is a

part of Pantaloon Retail (I) Ltd, India’s fastest growing retail chain having retail

formats such as Pantaloons & Central, apart from Big Bazaar & Food Bazaar.

Big Bazaar, ‘Is se sasta aur accha kahi nahin’ - India’s first hypermarket chain

launched in 2001. Big Bazaar is not just another hypermarket. It caters to every

need of your family. Where Big Bazaar scores over other stores is its value for

money proposition for the Indian customers. At Big Bazaar, you will definitely get

the best products at the best prices — that’s what we guarantee. With the ever

increasing array of private labels, it has opened the doors into the world of fashion

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and general merchandise including home furnishings, utensils, crockery, cutlery,

sports goods and much more at prices that will surprise you. And this is just the

beginning. Big Bazaar plans to add much more to complete your shopping

experience. Big Bazaar brings the most powerful Retail credit card in India.

Achievements:

Big Bazaar is helping India make up lost time. It is currently in the midst of the

fastest ever expansion or a hypermarket anywhere in the world. From 30 stores in

June 2006! Big Bazaar will be emblazoned on 120 new stores by June 2008. There

could be several ways of measuring success of a retail chain. However! if figures

were to be taken as the most authentic claim of having arrived! then Big Bazaar is

already there. For more than 100 million people who walk past its billing counters!

each year! it is now the preferred shopping destination. From Panipat to Pallakad,

Big Bazaars tagline, Is se sasta aur accha kahin nahi is a source of cheer and

happiness.

This has been recognized by the numerous awards that Big Bazaar has won in the

past twelve months. The brand has been adjudged the Best Value Retail Store and

Best Retail Destination at the Images Retail Forum for four consecutive years,

beginning 2004. CNBC Awaaz! in association with AC Nielsen-ORG Marg!

Which conducts a study across 21 major cities and some 10000 consumers? on

their most preferred brands! has voted overwhelmingly for Big Bazaar Both in

2006 and 2007! Big Bazaar won the Consumer Award for the most preferred

large! food and grocery store. It won the award for Value Retailing and Retail

Destination of the Year by Reid & Taylor in 2006 and in the same year also won

the Readers Digest Platinum Trusted Brand Award.

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History:

The first Big Bazaar store! with an area of about 24000 square feet! opened on

VIP Road! Kolkata in August 2001 .This was followed by stores in Hyderabad!

Bangalore, Mumbai and Gurgaon, the initial categories on offer were apparel!

General merchandise and food, several brands from categories like electronics!

Furniture! Music! Communications and books were added to the bouquet of

products. Big Bazaar implemented SAP in 2005 to run its stores in the most

efficient manner that technology could provide.

With an increasing number of customers patronizing its stores, it was time for Big

Bazaar to reach out to them. To pay tribute and to tell them how much they were

appreciated! Big Bazaar launched a co-branded credit card. In association with

ICICI bank! the Big Bazaar-ICICI Bank credit card made its first appearance in

May! 2002.

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As an extension of its customer relationship initiatives it also launched Shakti! a

credit card for housewives! in February 2006.The card was unique! for it required

no proof of income. Today the Big Bazaar- CICI Bank co-branded card is one of

the largest loyalty credit card programmes in the country.

Big Bazaar is now an agglomeration of multiple! Carefully chosen categories are

and brands. Within the store! Big Bazaar has created several sub categories. Depot

is its books and music section; Staples offers office stationery products while Star

& Sitara is a beauty salon. Future Money provides consumer credit for products

purchased within Big Bazaar.

Recent Developments:

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Big Bazaar, a part of the Future Group, is currently driving a number of initiatives.

Future Money, a credit facility is in an experimental stage in several outlets. Clear

trip for travel and tours and Talwalkar’s for gym and health club services have

also been launched in many stores recently. With a view to bringing value to more

people, Big Bazaar is taking its brand to Tier II and Tier III towns as well. Big

Bazaar is also using the huge footfalls to its stores to test new concepts and ideas.

The customer response this generates helps in refining a launch before a full

fledged roll out.

Promotion

Big Bazaar has been credited with some of the biggest consumer campaigns in the

history of Indian retail. In celebration of Republic Day, Big Bazaar created a three-

day shopping bonanza called Sabse Saste Teen Din. This has now become a

national event that attracts millions of customers eager to benefit from the once-in-

a year smart deals. In January 2008, the three-day event generated sales worth over

Rs. 240 crore (US$ 60 million) in 80 Big Bazaar stores. 15th August, India’s

Independence Day is billed as the Maha Savings Day. So successful has this

become that to cater to the rush Big Bazaar stores in many cities stay open till

midnight. Wednesday Bazaar is the Hafte ka Sabse Sasta Din. It was initially

created with the intent of decongesting weekends and driving footfalls on

weekdays. As it transpired, most Big Bazaar stores now attract as many customers

on Wednesdays as they do on weekends. A property that offers special benefits

and privileges to senior citizens was built around Senior Citizens Day. Price

Challenge was created to reinforce Big Bazaar’s value proposition of Is se sasta

aur accha kahin nahi. The scheme simply offers twice the price difference should

the cost of an item at a Big Bazaar store be found to be more than the market price.

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Exchange was an innovative promotion launched by Big Bazaar in 2005 to

provide customers an opportunity to get rid of their junk and in return shop for a

wide range of products at a discount. In-store communications in Big Bazaar are

unique and rather novel. To ensure that no one misses out on an opportunity to

gain from special offers, service boys ferry around a trolley with the product

inside, announcing the scheme. Not only is this entertaining it also helps

customers pick up the product from the trolley instead of walking up to the rack

where it is on display. To make sure that non-English speaking customers don’t

feel alienated the communication is also conducted in the local language. The

communication is always unambiguous and direct.

2 million customers walk-in each week into Big Bazaar stores

Collectively, Big Bazaar stores cover nearly 4 million square feet of space

In three days between January 25 and January 27 2008, Big Bazaar sold

over 100,000 pairs of Jeans and 200,000 shirts

Big Bazaar has a base of over 1 million loyalty card members

More than 160,000 products are sold at Big Bazaar stores

The din in the malls has gone up a decibel. Advertisers are now tapping organized

retail to pitch their wares. So, the bargain hunters at Big Bazaar not only have to

push and shove to get past the multitude of shoppers, they now have to outshoot

the music from the Big 92.7FM radio channel. The supermarket chain from India’s

largest listed retailer, Pantaloon Retail India Ltd, has struck a deal with the radio

network owned by the Anil Dhirubhai Ambani Group to air its programmes in

stores across the country. It is not shoppers alone who make up Big Bazaar’s

revenues; advertisers chip in with a fair bit. An executive at a Mumbai-based mall

estimates that selling ad spaces in stores accounts for 15% of a mall’s revenue.

And ad spaces include much more than the odd wall slot. Big Bazaar has a

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monthly in-store magazine, My World, store window displays, ads on walls and

floors, ceiling- high banners, kiosks to run promotions for advertisers, television

screens and, more recently, piped-in radio stations. And there is more in the

pipeline: a television channel, Future TV, which will run ads, along with some

programming, in malls and shops. Pantaloon Retail is not alone in spotting this

opportunity. Most companies are busy leveraging the advertising potential of their

stores. They are just following a global trend. Wal- Mart, in fact, launched its TV

network way back in 1997. In India, advertising in retail spaces (or retail

marketing as some experts call it) is in its infancy, and numbers are few.

Advertisers put their spend on retail marketing initiatives at Rs1,000 crore. It is

likely to double in the next three years business head, Percept Retail, a consulting

company for brands and retail businesses. Such optimism seems justified, going

by the sheer visibility retail marketing affords. Typically, about 40,000 customers

walk in on a weekend at a Big Bazaar outlet. What is also crucial is that marketers

are able to ‘catch’ consumers at a point when they are about to make a purchase

decision in “the perfect ambience of consumption”, as Partho Dasgupta, chief

executive officer, Future Media (India) Ltd, puts it. With organized retail

estimated to be growing at 35% a year, the opportunity for retail marketing is

huge. According to estimates from Trammell Crow Meghraj Property Consultants

Pvt. Ltd, 51 malls are under construction in Mumbai alone, and 15 are already in

operation. This growing tribe of retailers does not mind renting out space to run

commercial messages, especially when this adds a tidy sum to revenues.

Advertisers, on their part, are quite excited about the new opportunity. Big FM

pays about Rs1 lakh per month for each Big Bazaar store that plays its radio

station. The idea is to get people to experience the content on our radio stations.

Malls and upscale retail spaces with high footfalls are the perfect places for us to

be heard. Through such playouts in stores in Mumbai, Delhi, Bangalore and

Kolkata, Big FM reaches more than three million people each month. Radio is just

one of the many advertisers queuing up for retail marketing. FMCG companies are

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the lowest hanging fruit among the top categories advertising on our network.

There is a lot of interest from other categories such as insurance, banking and

airlines. According to experts, consumers are more likely to buy a product whose

advertisement they see in a shop because they are already in a “buying frame of

mind”. “Communication by a brand, at the point of sale, makes the consumer

notice it at a time when he or she is just about to make a purchase decision.

Another crucial advantage is that consumers have a convenient touch and feel

opportunity for the products being advertised.

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3. LITERATURE REVIEW

Advertising:

Advertising is a non-personal form of communication intended to persuade an

audience (viewers, readers or listeners) to purchase or take some action upon

products, ideals, or services. It includes the name of a product or service and how

that product or service could benefit the consumer, to persuade a target market to

purchase or to consume that particular brand. These brands are usually paid for or

identified through sponsors and viewed via various media. Advertising can also

serve to communicate an idea to a mass amount of people in an attempt to

convince them to take a certain action, such as encouraging 'environmentally

friendly' behaviors, and even unhealthy behaviors through food consumption,

video game and television viewing promotion, and a "lazy man" routine through a

loss of exercise . Modern advertising developed with the rise of mass production

in the late 19th and early 20th centuries. Mass media can be defined as any media

meant to reach a mass amount of people. Several types of mass media are

television, internet, radio, news programs, and published pictures and articles.

Commercial advertisers often seek to generate increased consumption of their

products or services through branding, which involves the repetition of an image

or product name in an effort to associate related qualities with the brand in the

minds of consumers. Different types of media can be used to deliver these

messages, including traditional media such as newspapers, magazines, television,

radio, outdoor or direct mail; or new media such as websites and text messages.

Advertising may be placed by an advertising agency on behalf of a company or

other organization. Non-commercial advertisers that spend money to advertise

items other than a consumer product or service include political parties, interest

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groups, religious organizations and governmental agencies. Nonprofit

organizations may rely on free modes of persuasion, such as a public service

announcement. In 2007, spending on advertising was estimated at more than $150

billion in the United States and $385 billion worldwide.

Scope of Advertising:

The scope of advertising has a lot of future to go because in present life the

technology has been increased that much. The scope of advertising management

mainly depends on the change in technology, for example now-a-days advertising

can make a blender by increase the sale of one thing to many people by publicity

such publicity can create along sale and services towards the product used by

them.

Public service advertising:

The same advertising techniques used to promote commercial goods and services

can be used to inform, educate and motivate the public about non-commercial

issues, such as HIV/AIDS, political ideology, energy conservation and

deforestation. Advertising, in its non-commercial guise, is a powerful educational

tool capable of reaching and motivating large audiences. "Advertising justifies its

existence when used in the public interest—it is much too powerful a tool to use

solely for commercial purposes." Attributed to Howard Gossage by David Ogilvy .

Public service advertising, non-commercial advertising, public interest advertising,

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cause marketing, and social marketing are different terms for (or aspects of) the

use of sophisticated advertising and marketing communications techniques

(generally associated with commercial enterprise) on behalf of non- commercial,

public interest issues and initiatives. In the United States, the granting of television

and radio licenses by the FCC is contingent upon the station broadcasting a certain

amount of public service advertising. To meet these requirements, many broadcast

stations in America air the bulk of their required public service announcements

during the late night or early morning when the smallest percentage of viewers are

watching, leaving more day and prime time commercial slots available for high-

paying advertisers. Public service advertising reached its height during World

Wars I and II under the direction of more than one government.

Marketing Mix:

The marketing mix has been the key concept to advertising. The marketing mix

was suggested by Jeremy McCarthy, professor at Harvard Business School, in the

1960’s. The marketing mix consists of four basic elements called the four P’s

Product is the first P representing the actual product. Price represents the process

of determining the value of a product. Place represents the variables of getting the

product to the consumer like distribution channels, market coverage and

movement organization. The last P stands for Promotion which is the process of

reaching the target market and convincing them to go out and buy the product.

Type of Advertising:

Virtually any medium can be used for advertising. Commercial advertising media

can include wall paintings, billboards, street furniture components, printed flyers

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and rack cards, radio, cinema and television adverts, web banners, mobile

telephone screens, shopping carts, web popups, skywriting, bus stop benches,

human billboards, magazines, newspapers, town criers, sides of buses, banners

attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback

tray tables or overhead storage bins, taxicab doors, roof mounts and passenger

screens, musical stage shows, subway platforms and trains, elastic bands on

disposable diapers, doors of bathroom stalls, stickers on apples in supermarkets,

shopping cart handles (grabertising), the opening section of streaming audio and

video, posters, and the backs of event tickets and supermarket receipts. Any place

an "identified" sponsor pays to deliver their message through a medium is

advertising.

Television:

The TV commercial is generally considered the most effective mass-market

advertising format, as is reflected by the high prices TV networks charge for

commercial airtime during popular TV events. The average cost of a single thirty-

second TV spot during this game has reached US$3 million. The majorities of

television commercials feature a song or jingle that listeners soon relate to the

product. Virtual advertisements may be inserted into regular television

programming through computer graphics. It is typically inserted into otherwise

blank backdrops or used to replace local billboards that are not relevant to the

remote broadcast audience. More controversially, virtual billboards may be

inserted into the background where none exist in real -life. This technique is

especially used in televised sporting events Virtual product placement is also

possible.

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Road Advertising:

Radio advertising is a form of advertising via the medium of radio. Radio

advertisements are broadcasted as radio waves to the air from a transmitter to an

antenna and a thus to a receiving device. Airtime is purchased from a station or

network in exchange for airing the commercials. While radio has the obvious

limitation of being restricted to sound, proponents of radio advertising often cite

this as an advantage.

Press Advertising:

Press advertising describes advertising in a printed medium such as a newspaper,

magazine, or trade journal. This encompasses everything from media with a very

broad readership base, such as a major national newspaper or magazine, to more

narrowly targeted media such as local newspapers and trade journals on very

specialized topics. A form of press advertising is classified advertising, which

allows private individuals or companies to purchase a small, narrowly targeted ad

for a low fee advertising a product or service. There are several tips on making a

print ad stand out more. The attached hyperlink will show you a you tube video

about these tips Link label.

Online Advertising:

Online advertising is a form of promotion that uses the Internet and World Wide

Web for the expressed purpose of delivering marketing messages to attract

customers. Examples of online advertising include contextual ads that appear on

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search engine results pages, banner ads, in text ads, Rich Media Ads, Social

network advertising, online classified advertising, advertising networks and e-mail

marketing, including e-mail spam.

Billboard Advertising:

Billboards are large structures located in public places which display

advertisements to passing pedestrians and motorists. Most often, they are located

on main roads with a large amount of passing motor and pedestrian traffic;

however, they can be placed in any location with large amounts of viewers, such

as on mass transit vehicles and in stations, in shopping malls or office buildings,

and in stadiums.

Mobile Billboard Advertising:

Mobile billboards are generally vehicle mounted billboards or digital screens.

These can be on dedicated vehicles built solely for carrying advertisements along

routes reselected by clients, they can also be specially equipped cargo trucks or, in

some cases, large banners strewn from planes. The billboards are often lighted;

some being backlit, and others employing spotlights. Some billboard displays are

static, while others change; for example, continuously or periodically rotating

among a set of advertisements. Mobile displays are used for various situations in

metropolitan areas throughout the world, including:

Target advertising

One-day, and long-term campaigns

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Conventions

Sporting events

Store openings and similar promotional events

Big advertisements from smaller companies

Others

In-store Advertising:

In-store advertising is any advertisement placed in a retail store. It includes

placement of a product in visible locations in a store, such as at eye level, at the

ends of aisles and near checkout counters, eye- catching displays promoting a

specific product, and advertisements in such places as shopping carts and in-store

video displays.

Covert Advertising:

Covert advertising, also known as guerrilla advertising, is when a product or brand

is embedded in entertainment and media. For example, in a film, the main

character can use an item or other of a definite brand, as in the movie Minority

Report, where Tom Cruise's character John Anderton owns a phone with the

Nokia logo clearly written in the top corner, or his watch engraved with the

Bulgari logo. Another example of advertising in film is in I, Robot, where main

character played by Will Smith mentions his Converse shoes several times, calling

them "classics," because the film is set far in the future. I, Robot and Spaceballs

also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly

displayed on the front of the vehicles. Cadillac chose to advertise in the movie The

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Matrix Reloaded, which as a result contained many scenes in which Cadillac cars

were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW

and Aston Martin cars are featured in recent James Bond films, most notably

Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport

vehicle shows a large Dodge logo on the front. Blade Runner includes some of the

most obvious product placement; the whole film stops to show a Coca-Cola

billboard.

Celebrities:

This type of advertising focuses upon using celebrity power, fame, money,

popularity to gain recognition for their products and promote specific stores or

products. Advertisers often advertise their products, for example, when celebrities

share their favorite products or wear clothes by specific brands or designers.

Celebrities are often involved in advertising campaigns such as television or print

adverts to advertise specific or general products. The use of celebrities to endorse

a brand can have its downsides, however. One mistake by a celebrity can be

detrimental to the public relations of a brand. For example, following his

performance of eight gold medals at the 2008 Olympic Games in Beijing, China,

swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did

not want to associate with him after he was photographed smoking marijuana.

Sales Promotion:

Sales promotions are another way to advertise. Sales promotions are double

purposed because they are used to gather information about what type of

customers you draw in and where they are, and to jumpstart sales. Sales

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promotions include things like contests and games, sweepstakes, product

giveaways, samples coupons, loyalty programs, and discounts. The ultimate goal

of sales promotions is to stimulate potential customers to action.

Media and advertising approaches:

Increasingly, other media are overtaking many of the "traditional" media such as

television, radio and newspaper because of a shift toward consumer's usage of the

Internet for news and music as well as devices like digital video recorders (DVRs)

such as TiVo. Advertising on the World Wide Web is a recent phenomenon.

Prices of Web-based advertising space are dependent on the "relevance" of the

surrounding web content and the traffic that the website receives. Digital signage

is poised to become a major mass media because of its ability to reach larger

audiences for less money. Digital signage also offer the unique ability to see the

target audience where they are reached by the medium. Technology advances has

also made it possible to control the message on digital signage with much

precision, enabling the messages to be relevant to the target audience at any given

time and location which in turn, gets more response from the advertising. Digital

signage is being successfully employed in supermarkets. Another successful use of

digital signage is in hospitality locations such as restaurants and malls. E-mail

advertising is another recent phenomenon. Unsolicited bulk E-mail advertising is

known as "e- mail spam". Spam has been a problem for email users for many

years. Some companies have proposed placing messages or corporate logos on the

side of booster rockets and the International Space Station. Controversy exists on

the effectiveness of subliminal advertising (see mind control), and the

pervasiveness of mass messages (see propaganda). Unpaid advertising (also called

"publicity advertising"), can provide good exposure at minimal cost. Personal

recommendations ("bring a friend", "sell it"), spreading buzz, or achieving the feat

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of equating a brand with a common noun (in the United States, "Xerox" =

"photocopier", "Kleenex" = tissue, "Vaseline" = petroleum jelly, "Hoover" =

vacuum cleaner, "Nintendo" (often used by those exposed to many video games) =

video games, and "Band-Aid" = adhesive bandage) — these can be seen as the

pinnacle of any advertising campaign. However, some companies oppose the use

of their brand name to label an object. Equating a brand with a common noun also

risks turning that brand into a generalized trademark - turning it into a generic

term which means that its legal protection as a trademark is lost.

As the mobile phone became a new mass media in 1998 when the first paid

downloadable content appeared on mobile phones in Finland, it was only a matter

of time until mobile advertising followed, also first launched in Finland in 2000.

By 2007 the value of mobile advertising had reached $2.2 billion and providers

such as delivered billions of mobile ads. More advanced mobile ads include

banner ads, coupons, Multimedia Messaging Service picture and video messages,

advantages and various engagement marketing campaigns. A particular feature

driving mobile ads is the 2D Barcode, which replaces the need to do any typing of

web addresses, and uses the camera feature of modern phones to gain immediate

access to web content. 83 percent of Japanese mobile phone users already are

active users of 2D barcodes. A new form of advertising that is growing rapidly is

social network advertising. It is online advertising with a focus on social

networking sites. This is a relatively immature market, but it has shown a lot of

promise as advertisers is able to take advantage of the demographic information

the user has provided to the social networking site. Friend advertising is a more

precise advertising term in which people are able to direct advertisements toward

others directly using social network service. From time to time, The CW

Television Network airs short programming breaks called "Content Wraps," to

advertise one company's product during an entire commercial break. The CW

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pioneered "content wraps" and some products featured were Herbal Essences,

Crest, Guitar Hero II, CoverGirl, and recently Toyota. Recently, there appeared a

new promotion concept, "Advertising", and advertising on Augmented Reality

technology.

Evolution of advertising in retail:

The retail boom is no news. An interesting

spin-off development is that of the

advertising industry, which is probably the

second biggest beneficiary of the retail boom -

falling just behind the realtors and, of

course, the consumers. AdEx India, a

division of TAM Media Research, have generated their report on the advertising

trends of retail sector on television. This indicates that advertising by retail

industry registered a rise of 12 per cent on TV during January-May 2008, as

compared to the same period last year.

Independent retailers had the lion's share at 83%

Regional-based advertising by retail outlets – South zone channels garnered

56% of ad volumes

Nearly half of the advertising share contributed by GECs

Subhiksha and Saravana Stores were the top 2 retailers

Future Group's Home Town topped among the new retail outlets launched

Overall, Jan-May'08 saw nearly 700 ads per day by retail outlets

Advertising by Big bazaar:

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Big Bazaar faces a formidable competition from the unorganized sector. Change in

consumer behavior, intensification of competition with the emergence of new

players has made it difficult to achieve the forecasted success. An insight into

unorganized retailing reveals that it enjoys higher margin due to many reasons

including low operational cost, and low taxations. Being aware of the threats and

opportunities present in the Indian retailing, the top management at Big bazaar

planned various strategic alternatives. Big Bazaar has huge promotion budgets.

The biggest idea behind all advertisements is to prompt people to do bulk

shopping. There are two types of promotional strategies of big bazaar. One is the

holistic advertisement which promotes the brand and creates awareness among

people. Other type of promotion is the particular store oriented promotion. There

are promotional efforts even inside the store. Big Bazaar ensures that no other

kirana store / departmental store are offering considerable discount compared to its

own price. This helped it Big Bazaar in being the "value for money" store. Product

mix at Big Bazaar is compared to kirana store.

Big bazaar believes in advertising its brand and offers. We often encounter big

bazaar’s advertisement in the newspapers. Big Bazaar wazirpur is no different the

various promotional schemes are decided by the main office and all the outlets run

these schemes, they understand the importance of communication. The Future

Group has created a category for the growing media industry called Future Media,

which is to be a medium through which advertisers can communicate with

shoppers in the store. On the effectiveness of this method of reaching the

customer, Partho Dasgupta, Chief Executive Officer, Future Media, says “You are

communicating to the consumer when and where it matters — at the time of

making a purchase decision.” The company is considering all types of ways to

reach the customer, including digital signage, audio, video and blue-tooth

technology etc. The Future Group has switched its media agency and has selected

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Starcom to handle its account which is around Rs. 2-2.5 billion and is said to be

one of the largest accounts in the past five years. The company was earlier with

Carat for the past two years. As Pantaloon expands across all formats and is

rapidly increasing its sq ft space from 4 million sq ft to 30 million sq ft, the

company is also looking for creative agencies. At present the company uses Mudra

for its value retail segment and Percept for its lifestyle retail segment. The various

promotional schemes undertaken by big bazaar are as follows:

The punch line of Big Bazaar says “IS SE SASTA AUR ACCHA KAHI

NAHI”. This line gives the feeling that Big Bazaar gives merchandise

which is cheapest in the market or in other words the value for money

which a customer will be getting here will be more than anywhere else.

Wednesday is the cheapest day. This is done to divert some of the crowd

coming on weekends to a relatively free day. Big bazaar advertises

Wednesdays as the cheapest day in all the leading dailies across the capital.

This offer targets housewives and encourages them to purchase groceries

and vegetables because no one purchases vegetables on a weekly basis,

they purchase it at least two times a week.

Big Bazaar has announced a unique exchange offer `Bring anything old and

take anything new’. Under the exchange offer, old garments, utensils,

furniture, plastic ware, newspapers or just about anything will be weighed

and valued and customers will be given exchange coupons. There is also a

direct exchange on mobile and electronic goods during the period with

attractive discounts on new purchases.

Big Bazaar’s `The Great Exchange Offer’ has mobilized more than two

lakh families to actually carry the junk of the house and offload it at the

nearest Big Bazaar. Retail analysts say that generally February and March

are dull months for consumer buying in the country and therefore this kind

of a promotion campaign is needed to boost sales during the period.

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PANTALOON group’s hypermarket chain, Big Bazaar, celebrated

Republic Day as the Maha Savings Day, when shoppers at Big Bazaar and

Food Bazaar outlets across the country, were offered merchandise at rock

bottom prices.

The Maha Savings Day saw shoppers got deals they have never seen or

heard before. The offers spread across categories from electronics to

utensils, from apparel to furniture and also food. For example pressure

cooker for Rs 299, two Ruf n Tuf Jeans for Rs 499, and a Motorola C115

for Rs 1,399.

Big Bazaar usually runs a full page advertisement on Saturdays and

Sundays in all the leading dailies communicating various offers. This is

done to attract crowds on weekends because most of the people usually

shop during weekends.

Pantaloons retail India limited provides Green card, this Green Card is

passport to a whole new world of exclusive benefits and privileges. These

includes:

o Instant discounts for every time you shop at Pantaloons.

o Exclusive shopping days to get hold of latest merchandise.

o Regular updates on collections and promos via catalogues, sms and

email.

o Special invites to the most happening events.

o Extended exchange periods and complimentary drops for alterations.

o Exclusive billing counters and much more.

o Big bazaar in association with ICICI banks has launched loyalty

cards for the customers. They are:

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o ICICI Bank Big Bazaar Silver Credit Card It gives you the

benefits of regular cards and additional features to make your

shopping not only enjoyable but also a way to save more with Big

Bazaar.

o ICICI Bank Big Bazaar Gold Credit CardThe card brings to you

more reasons to save and earn rewards on its usage. It gives you all

the benefits of regular cards and additional features to make your

shopping not only enjoyable but also a way to save more with Big

Bazaar.

o Shakti Card

o Shakti is a credit card for housewives. You need not submit income

proof. Simply show your Big Bazaar bill of more than Rs. 500 and a

lifestyle proof like club membership card, health club card etc. And

get your ‘Shakti’. You can use Shakti at all the Big Bazaar and Food

Bazaar outlets

Advertising strategy at Big Bazaar:

The departmental store chain Big Bazaar has launched a commercial sometime

back to promote 'The Great Exchange Offer'.

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The commercial portrays how customers can exchange any old and broken items

(junk) and get new products at a discounted price from Big Bazaar. The 30

seconds film unfolds through the eyes of a cabbie in a busy city street, he is

intrigued by the disruptive visual of a well-dressed office executive carrying a

bundle of old newspaper and walking through a crowded place. The cabby then

notices a young office going lady in western wear carrying a rusty bucket filled

with broken utensils, the cabbie is absolutely confounded but continues to follow

her with a broken tyre in his hand and comes across another absurd situation of a

highly placed executive in a chauffeur driven car with a broken commode on the

top of the car. Penultimate situation reveals everybody is heading towards Big

Bazaar for the exchange offer; the cabbie comes out of the store happy and excited

after getting an amazing deal for his junk tyre Moving images are interspersed

with supers that hi-light the amazing prices a consumer can get for his junk. The

sound track uses a typicalka ba da guy's shout as he walks through City Street

calling for junk. The month of January and February is generally a low-key affair

in terms of customer footfalls and revenue generation. Innovative, out of the box

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promotions is one of the effective ways to draw customer attention and shore up

the revenue. Historically Exchange schemes have been used to induce better sales,

it also has a strong appeal with the Indian mindset of getting value even for their

junk, states an official release from Big Bazaar

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5. RECOMMENDATION AND CONCLUSION

Recommendations

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

its customers.

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.

Big Bazaar 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.

It can convert shopping in to a great experience by playing some good

music.

Big Bazaar has to improve its quality of products especially in apparels.

Conclusion

Every business conducted for the purpose of selling or offering for sale any goods,

wares, or merchandise, other than as a part of a "wholesale business" to the final

consumer can be defined as retail business Retail is the second-largest industry in

the India both in number of establishments and number of employees. The Indian

retail industry generates $3.8 trillion in retail sales annually ($4.2 trillion if food

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service sales are included), approximately $11,993 per capita. The retail sector is

also one of the largest worldwide. Advertising 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 has 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.

6. 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/

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Books Referred:

Belch. E. George and Belch. A. Michael, “Advertising and Promotion

“Sixth Edition, Tata Mcgraw Hill.

Kotler Philip,” Marketing management “Eleventh Edition, Pearson

Education.

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

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