“A STUDY ON EFFECTIVENESS OF ADVERTISEMENT AND

PROMOTIONAL OFFERS AT BIG BAZAAR,KERALA”

Synopsis submitted in partial fulfillment of the requirements for the award of the degree

MASTER OF BUSINESS ADMINISTRATION

OF
BANGALORE UNIVERSITY

Submitted By

MUHAMMAD .C.A
19UHCMD147
Under The Guidance of

Ms.MANASA.H

Assistant Professor
Department of Management

EAST WEST COLLEGE OF MANAGEMENT

Campus: #63, off Magadi Road, Vishwaneedam Post, Bharath Nagar, Bangalore-560091
Bangalore University
2020-2021
 TITLE
“A STUDY ON EFFECTIVENESS OF ADVERTISEMENT AND PROMOTIONAL
OFFERS AT BIG BAZAAR, KERALA”

 REVIEW OF LITERATURE

1. Dr. Hemant Katole (2020) Increasing business prospect in retail has offered a chance
to the retailers to build up their business and enlarge customer’s foundation through
promotional tactics. Retailers are paying attention their efforts to enhance the loyalty and
footfalls of customers in the outlet (Moore M., Kennedy K. M. and Fairhurst A 2003). The
aim of this paper is to study the effects of sales promotional tools and understand the
satisfaction level of customers for execution of sales promotion campaign. Author observed
that sales promotion strategies are prime factor not only to improve the sales of a store but
also enhance the loyalty of customer towards store. According to study, the most important
sales promotion strategies adopted by customers are price and product discount followed by
loyalty program, sweepstakes and premiums. While least important sales promotion strategies
are posters and leaflets, point of purchase material and digital signage. It was also observed
that satisfaction level of customer on sales promotion campaigns depends on creative skills
involved in designing the campaigns and the type of its schemes.
2. MURAMIRA Jean d’amour (2019) Advertising is a basic Marketing device and
compelling correspondence medium. The fundamental goal of any advertisement is to
empower the sales Promotion, straightforwardly or by implication by attempting to make
grand claims about item execution. The question is, has any organization endeavored to
survey the effect of its advertising on sales performance in Rwanda? The reason for this study
was to investigate the effect of advertising on sales performance. The study was explorative
in nature and likewise attempted to make a quantitative and qualitative evaluation of
Advertising on sales performance of Inyange industries. The principle examination
instrument utilized as a part of this study was Questionnaire and interview. The people from
different departments in Inyange industries and customers help us in collection of data and
co-operate with us. I use different statistical tools for finalizing the information. The result
are described here are based upon different statistical test. Toward the end of the study, it was
understood that the majority of the organizations bore witness to the way that advertising is
powerful in boosting sales the greater part of the organizations did not have a year by year
figures of promoting expense and sales expenditure for a quantitative and qualitative
evaluation of the genuine increment in deals for every comparing increment in advertising
expenditure.
3. Taffajulali M. Sayyad, Snehal Godbole(2019) With changing time the requirement
and choices of the customers have changed. There are several factors that are responsible for
this change. The Herbal industry is growing as customers are now becoming more health and
skin conscious. The purpose of this research paper is to find out the behaviour of the
consumers with respect to the promotional strategies uses by the herbal companies for profit
maximization. For the purpose of this study the parameters that were considered to find out
the influence on the buying behaviour were that how sales promotion techniques are most
important to attract customers and through that process they can increase profit of the
companies. Price Discount, Free sample, Buy-one Get-one free, Loyalty program.
4. Angela Ya-Ping Chang (2017) Sales Promotion has been the routine marketing of
businesses appealing consumers to making orders and increasing media exposure in recent
years. Sales Promotion is a tactic for the sales of goods with price or non-price discounts.
There are various sales promotions in the market, but not all of them are effective in
marketing, as brand image, perceived value, and purchase intention are also associated. Sales
Promotion therefore has become a primary issue for marketing. Aiming at 2014 Kaohsiung
International Travel Fair, 1000 copies of questionnaires are distributed to the customers, and
421 valid copies are retrieved, with the retrieval rate 42%. The research results present the
significant correlations between 1. Sales Promotion and Consumer Involvement, 2. Consumer
Involvement and Purchase Intention, and 3. Sales Promotion and Purchase Intention.
5. Prof. Dr. Abdul Ghafoor Awan, Muhammad Ismail, Farisa
Ghazal(2016)Advertisement is generally use for creating awareness and promoting products.
It is controversial to measure how much advertisement attracts the customers. The objective
of this paper is to find out how much advertisement brings effect on the consumer’s buying
behavior with reference to FMCGs. By using 5 point Likert scale with cross sectional data,
250 questionnaires were distributed in five cities of southern Punjab (Bahawalpur, Layyah,
Tounsa, Bhakhar and Multan), as a sample, and received 231 complete questionnaires from
respondents after field survey. With the help of Kirkpatrick model that contain one dependent
and five independent variables, a conceptual framework was developed. Data was analyzed
by using different statistical techniques such as descriptive statistic, Correlation analysis, and
regression analysis. Results of our study are robust because the evidence shows that
advertisements have significant impact on consumers’ buying behavior and their choices.
6. Ashkan Yousefi (2016): The overall goal of this research is to investigate the role of
advertising in sales increase of insurance in Hamadan Province, Iran in 1394. The Descriptive
statistics research method is used in this study. The study samples are all insurance
employees of Hamadan Province, Iran, which included 50 employees which are chosen based
on random sampling. In this study, the collected data were analyzed using computer software
programs (SPSS software) and the data significance was also clarified through the T test and
regression. After analyzing the research findings, it was concluded that advertising has an
impact on sales increase. Audio, visual, spoken, traditional and modern advertising have an
impact on the amount of sales increase.
7. Abdul Jumaat bin Mahajar, Jasmani Binti Mohd Yunus (2016): This research is aimed to
study the effectiveness of the promotional tools, such as direct marketing, advertising, sales
promotion, publicity and personal selling, towards customer awareness of Islamic banking. Analyses
of 120 responses, using multiple regression, revealed that two promotional tools, such as sales
promotion and publicity, gave little impact in creating customers awareness, while direct marketing,
advertising and personal selling do not contribute at all in creating customer awareness toward Islamic
banking.
8. Razieh Sadat Hosseini1 , Asadollah Mehrara (2015) The purpose of this study was
to examine the impact of advertising, sales promotion and sponsorship programs (selected
elements of marketing communications) on brand equity. Since marketing communications
play major role in creating value for different brands and also advertising, sales promotion
and sponsorship are three important and costly activities in marketing, it is very important to
manage these activities. Theoretical and conceptual model of this study have been taken from
the Buil model. The research is considered applied according to the type of purpose, and is
descriptive - survey of classified sampling according to the type of data collected, and is
considered causal research because of examining the causal relationships between variables.
Library and field methods of data collection were used, and for this purpose a questionnaire
with 38 questions with five- option Likert scale was used as a research tool. The infinite
population of this study were the customers of Samsung products in Tehran and the sample
size was 500 according to Cochran's formula. In order to analyze the survey data, descriptive
and inferential statistical methods were used. Kolmogorov - Smirnov test was used to
determine the normal distribution of the sample, and Pearson correlation test, T -test and
bivariate regression were used for testing the research hypotheses. The result of the test of
this hypothesis suggests that advertising, sales promotion and sponsorship programs have a
direct impact on brand equity. According to the results, the suggestions for strengthening
these elements are presented
9. Asiya Faisal Khan(2015) In the era of globalization and digitization, improved
employment access, high female literacy rate and exposure to electronic media has laid a lot
of importance to marketing communications in shaping the consumer buying behavior in skin
care products. In this research study impact of advertising and sales promotions on consumer
buying behavior in skin care products has been analysed. This paper focuses on an effort to
determine consumer buying behavior through the impact of advertising and sales promotion
on the purchase of skincare products by Women living in the city of Jabalpur. Questionnaires
were distributed and self administered to 125 respondents. Ranking and Chi-square method
was used in the study. The sample size of 125 respondents includes only women skin care
users both working & non working. The findings of the study skin care indicated that there is
no significant relationship between the sale and purchase of skin care products and also there
is no significant relationship promotional gifts and purchase of skin care products. There is a
significant relationship between the recommendation of sales professional and purchase of
skin care products. The most important factor of skin care Product advertisement to pay
attention by women is Brand. The limitation of the study was it was only done in Jabalpur. Its
practical implication suggests the marketers need to design their advertising and sales
promotion strategies in order to attract more and more women to purchase skin care products.

 STATEMENT OF THE PROBLEM

Advertising is a powerful way of communicating a brand’s functional and emotional values.
In general, the effectiveness of this communication tool depends on its content, the execution
or how the ad conveys the message, and the frequency with which a consumer sees the
advertisement. As mentioned earlier, advertising creates brand awareness, links strong,
favourable, and unique associations to the brand in consumers’ memory, and elicits positive
brand judgments and feelings. However to achieve these results, the advertising needs a
suitable design and execution. In particular, one of the main concerns in devising an
advertising strategy is related to the creative strategy. Given the increasing number of brands
competing in the same markets, firms need to develop creative and original communication
strategies. This helps capture consumers’ attention to the advertisement and contribute to
organization. In current scenario the advertisement and promotional offers are the major
problems to all the retail industry. So, it is very difficult to identify the customer needs and
wants, and serving to customers. It is also very difficult for the marketers to retain current
customers and attract the future customers. In a retail store, advertisement and promotional
offers are required to attract current customers.

 NEED FOR THE STUDY

 The companies always trying to win the customers heart, as customer is a king and king is
not a bargained.
 The big bazaar comes out with different promotional offers to fulfill the customer needs
and wants.
 Promotional offers play important role to create awareness about the market, to sell the
product to attract the customers and to increase the profit margin.

 OBJECTIVES OF THE STUDY

 To study the effectiveness of advertisement on sales.

 To know the media effectiveness and efficiency.

 To understand schemes and offers provided by big bazaar

 SCOPE OF THE STUDY

 This study helps to the retailers to devise market and make the strategies for target
market.
 It helps to collect information about customers’ needs and wants, lifestyle and attitude
towards shopping.
 It helps to know how much the consumers are attracted towards advertisement and
promotional offers.
 It helps to resolve which media is more effectively suitable for advertising.

 LIMITATIONS

 A period of 6 weeks was not sufficient to cover our internship and not possible to collect
large number of respondents and cannot able to study in depth of the subject.
 Consumers in the stores busy with shopping, so it was very difficult to collect answer to
questionnaire.
 People have shown negative attitude while filling personal details in questionnaire.
 It might be possible that the answers given by the customer are of biasness.

 RESEARCH METHODOLOGY
Research work mainly includes data collection, data processing and data analysis. This study
simulates the same process.
 RESEARCH DESIGN
Research design is a plan comprising the researcher decision about the procedure of sampling
collection and analysis of data for a given study. Research design is nothing but systematic
methodology in collecting accurate information for interpretation with economy in procedure.
Descriptive type of research tool is used for the collection and analysis of data. The study
describes effect advertisement and sales promotion offers at Big Bazaar
Sampling size and methodology adopted:

 Sampling Population: Customers of Store visitors

 Population Size : 100 respondents and may vary according to study

 Sampling Frame: Big Bazaar, Kerala

 Sample Size: 100 respondents may vary

 Tool of analysis: Percentage method and using Pie chart and graphs.

 Research Instrument:
Questionnaire
 Data Analysis:
MS-Excel.
Statistical analysis: Graphs, charts, tables.

 TOOLS OF DATA COLLECTION

Data will be collected by using
Well-structured questionnaire.
Well-structured questionnaire is a record that comprises of a situated of institutionalized
enquiries for an altered scheme, which specifies that correct wording whatever's extra request
of the questions, to gathering data from respondents.
Interaction with customers.
Questionnaire: A questionnaire is a method ready and disseminated to the respondent’s
secure reactions to certain queries. It is a systematic collecting of questions that are submitted
to an example drawn the populace from which data is anticipated. It is a significant tool in
normative study investigation, being used to fold data from broadly dispersed sources. The
questionnaire technique usually originates into use where one cannot willingly see personally
all of the persons from whom he needs answers or where here is no specific aim to see them
personally.

 SOURCES OF DATA COLLECTION

Primary data: Primary sources are collected by questionnaire through google form and
personal interaction with customers in Big Bazaar.

Secondary data: Secondary data gathered from various sources like internet, company
website, articles, magazines, journals, books etc.

 PLAN OF ANALYSIS

The research is conducted through questionnaire, with sample of 100 respondents. Here we
are using descriptive type of research tool and questionnaire, graphs, charts, tables using
statistical tools.

 CHAPTER SCHEME

Chapter 1: Introduction
This chapter briefly describes about the Introduction and theoretical background of the topic,
Industry scenario, macro and micro scenario.
Chapter 2: Company profile
This chapter defines the complete details about profile of the company, Back ground, nature
of the business, Area of operations, Vision and mission statements, Product profile,
Competitors profile, Market share, Awards received, CSR activities, SWOC assessment.
Chapter 3: Research design
This chapter defines the design of the study which includes the statement of problem,
objectives, data source methodologies, scope and limitation of the study ,review of literature,
plan of analysis and operational definitions of the concepts.
Chapter 4: Data analysis and Interpretation
This chapter is about systematic analysis of primary or secondary data collected with proper
headings, data tables and graphs.
Chapter 5: Findings, Suggestions, and Conclusion
In these chapter findings, suggestion and conclusion on the basis of data analysis and
interpretation.

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