ST JOSEPH’S EVENING COLLEGE

(AUTONOMOUS)
NO. 35, MUSEUM ROAD, BANGALORE-560025

RESEARCH ON THE TOPIC

ADVERTISING AND SALES PROMOTION TECHNIQUES USED BY RETAIL
BUSINESSES WITH SPECIAL REFERENCE TO BIG BAZAAR

RESEARCH DONE BY,

NAME: KUMAR K N
REGISTER NO: 19SJEM017
NAME OF THE SUPERVISOR : RAVI RICHARD
DEPARTMENT: DEPARTMENT OF COMMERCE
MAIL ID: KUMARKN1997@gmail.com
MOBILE NO: 9341014675
ADVERTISING AND SALES PROMOTION TECHNIQUES USED BY RETAIL
BUSINESSES WITH SPECIAL REFERENCE TO BIG BAZAAROBJECTIVES

OBJECTIVES

To find out the influence of Advertising and Sales promotion on the sales of the Big
Bazaar

To find the most effective tool of Sales promotion technique to entice customers used by
Retail businesses.

To study various advertising and sales promotion techniques used by Big Bazaar.

To find out the influence of Advertising and Sales promotion on the sales of Big Ba-
zaar.
To find the effectiveness of the Brand recall and Recognition of Big Bazaar

REVIEW OF LITERATURE

1. According to Cavusgil and Zou (1994)

Marketing strategy can be defined as “the means by which a firm respond to interplay of internal and external
forces to meet the objective of the export venture”.

2. According to Mazzarol (2000)

“At the commencement of the new millennium, small businesses are being heralded as the engine of economic
growth, the incubator of innovation, and the solution to decades of persistent unemployment the fulfillment of
the enormous potential of the sector has been consistent theme since the commencement of industrial revolu-
tion”.

3. According to JONLEE ANDREWS and DANIEL C. SMITH

The profitability of established products is affected greatly by the extent to which they are meaningfully differ-
entiated from competing alternatives. Maintaining meaningful differentiation, in turn, is facilitated by ongoing
development of creative marketing programs. Although marketplace observation reveals a general lack of crea-
tivity in the way established products are marketed.

4. According to Theodore Levitt, The Marketing Imagination

Marketing seems to be reduced to a price war in one form or another, and the low price brands are winning.

5. According to Daniel Adams

Although new products have been called lifeblood of a firm, the bulk of most firms’ earnings come from well-
established products with proper marketing strategy. METHODOLOGY
Data for the Study
The Study requires primary data and secondary data as the study is based
Questionnaire will be used to collect primary data from the Customer of the Bigbazar.

Sample Size
For the Study data required collected from Bigbazar custometrs and staff and the sample size for the study
is100

The study is based on secondary data as well as primary data(edited), which have been collected from
different journals, papers, bulletins, magazines, annual reports and through internet also.

The data is being analyzed with the help of important statistical techniques

Bibliography
1. Kotler Philip, marketing management,
2. Malhotra K. Naresh, marketing research (An applied orientation), Research design,
3. Berman B and Evans J.R, Retail Management (Pearson education, 10th edition)
4. Louden D.L. & bitta delia consumer behavior ( tata Mc. Graw hill, 4th edition )