A Study on Sales Promotion Techniques Adopted by “Big Bazaar” and Its Impact on Consumer Satisfaction: With Special Reference to Indore City

Rishi Vaidya, Kshitiz Jangir (), Ritu Toshniwal and Alpa Sethi
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Rishi Vaidya: Manipal University, Assistant Professor
Kshitiz Jangir: Manipal University, Assistant Professor
Ritu Toshniwal: Manipal University, Assistant Professor
Alpa Sethi: Manipal University, Assistant Professor

A chapter in Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024), 2024, pp 668-683 from Springer

Abstract: Abstract Consumer satisfaction is a crucial metric that evaluates how well companies meet and exceed customer expectations. The retail industry, being consumer-centric, maintains direct engagement with customers across various sectors such as food, clothing, pharmaceuticals, mobile telecommunications, jewellery, and more. Big Bazaar revolutionized the hypermarket concept in India by offering all these segments under one roof. Their key differentiators are innovations and initiatives. This paper aims to analyze and uncover the sales promotion strategies and tactics employed by Big Bazaar. The present study is based on a descriptive research methodology, using a structured questionnaire to acquire data on demographic variables and customer satisfaction. Utilizing a custom-designed personal interview technique, a primary research study was carried out with 400 customers of Big Bazaar in Indore city to analyze the effect of promotional tools on purchase intentions.

Keywords: Big Bazaar; Consumer Satisfaction; Sales Promotion; Purchase Intentions (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-544-7_44

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