Consumer Behavior Towards Big Bazaar
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
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Management Thesis – 1 | 3rd Semester
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
CERTIFICATE
It is certified that the work contained in the thesis entitled “A COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR AND OTHER RETAIL COMPANY" By Rajesh Kumar has been carried out under my supervision and that this work has not been submitted elsewhere for a degree.
Dr. Kausik Dutta (Department of Marketing) ICFAI University, Jharkhand.
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Management Thesis – 1 | 3rd Semester
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
ABSTRACT
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Management Thesis – 1 | 3rd Semester
Retail is India’s largest industry, accounting for over 10 per cent of the country’s GDP and around eight per cent of the employment. Retail industry in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. But because of the heavy initial investments required, break even is difficult to achieve and many of these players have not tasted success so far. However, the future is promising; the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations. Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retail has entered India as seen in sprawling shopping centers, multi-storied malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organized retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The
Page |1
Management Thesis – 1 | 3rd Semester
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
CERTIFICATE
It is certified that the work contained in the thesis entitled “A COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR AND OTHER RETAIL COMPANY" By Rajesh Kumar has been carried out under my supervision and that this work has not been submitted elsewhere for a degree.
Dr. Kausik Dutta (Department of Marketing) ICFAI University, Jharkhand.
Page |2
Management Thesis – 1 | 3rd Semester
COMPARATIVE STUDY OF MARKETING STRATEGY REFERENCE TO 4PS OF BIG BAZAR & OTHER RETAIL COMPANY
ABSTRACT
Page |3
Management Thesis – 1 | 3rd Semester
Retail is India’s largest industry, accounting for over 10 per cent of the country’s GDP and around eight per cent of the employment. Retail industry in India is at the crossroads. It has emerged as one of the most dynamic and fast paced industries with several players entering the market. But because of the heavy initial investments required, break even is difficult to achieve and many of these players have not tasted success so far. However, the future is promising; the market is growing, government policies are becoming more favorable and emerging technologies are facilitating operations. Retailing in India is gradually inching its way toward becoming the next boom industry. The whole concept of shopping has altered in terms of format and consumer buying behavior, ushering in a revolution in shopping in India. Modern retail has entered India as seen in sprawling shopping centers, multi-storied malls and huge complexes offer shopping, entertainment and food all under one roof. The Indian retailing sector is at an inflexion point where the growth of organized retailing and growth in the consumption by the Indian population is going to take a higher growth trajectory. The
Bibliography: TABLE OF • Buyer Behavior: http://buyerbehaviour.blogspot.com/2008/01/big http://buyerbehaviour.blogspot.com/2008/01/big-bazaarfreedom-sale-change-in.html Indian Retail Scenario: http://www.slideshare.net/theRedIndian/indiahttp://www.slideshare.net/theRedIndian/india retail-2008-big-bazaar bazaar-scenario/ Wikipedia: www.wikipedia.org "IT Happened in India" by Kishore Biyani "From Brand Vision to Brand Evaluation: The Strategic Process of Grow Growing and Strengthening Brands" by Leslie de Chernatony Kunde Model: http://www.kunde co.com/Default.aspx?ID=325 http://www.kunde-co.com/Default.aspx?ID=325 Economic Times: www.economicstimes.com Marketing Management: Philip Kotler Advertising and Sales: Promotion Belch and Belch Retail Management: Bajaj and Srivastav Research Methodology: Cooper and Schindler • • • • • • • • • • P a g e | 57 Management Thesis – 1 | 3rd Semester