Promotional Offer Strategies : their Effectiveness and Satisfaction Levels of Customers at Big Bazaar

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.