Open AccessStudy of Various Sales Promotion Tools Implemented by “Big Bazaar” and Its Impact on Consumer Satisfaction
Author(s) -
Samir Dubey
Publication year - 2019
Publication title -
international journal of advanced research in science, communication and technology
Language(s) - English
Resource type - Journals
ISSN - 2581-9429
DOI - 10.48175/ijarsct-303
Subject(s) - bazaar , hypermarket , business , marketing , promotion (chess) , clothing , advertising , descriptive statistics , customer satisfaction , political science , geography , archaeology , politics , law , statistics , mathematics
Consumer Satisfaction is the measure of the degree that companies tend to match and surpass with relation to their expectations. Retail Industry is a consumer centric Industry with a direct connect with the consumers round the year in various segments like food, apparel, pharmacy, mobile telecom, jewellery and many more verticals. Big Bazaar was the first to turn the picture of Hypermarket India, which introduced and serviced all these segments under one roof. Innovations and Initiatives have been their differentiators. The paper attempts to assess and reveal the sales promotion tools and techniques of Big Bazaar. The study is based on descriptive research design with a structured questionnaire furnishing information regarding behavioural characteristic and demographic variables. A Primary research was conducted with 400 consumers visiting Big Bazaar, through specifically designed personal interview process and analyses the impact of these promotional tools on purchase intentions.