Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)

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

Authors
Rishi Vaidya1, Kshitiz Jangir1, *, Ritu Toshniwal1, Alpa Sethi1
1Assistant Professor, Manipal University, Jaipur, India
*Corresponding author. Email: jangirkshitiz@gmail.com
Corresponding Author
Kshitiz Jangir
Available Online 17 October 2024.
DOI
10.2991/978-94-6463-544-7_44How to use a DOI?
Keywords
Big Bazaar; Consumer Satisfaction; Sales Promotion; Purchase Intentions
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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<Previous Article In Volume
Volume Title
Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
17 October 2024
ISBN
978-94-6463-544-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-544-7_44How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Rishi Vaidya
AU  - Kshitiz Jangir
AU  - Ritu Toshniwal
AU  - Alpa Sethi
PY  - 2024
DA  - 2024/10/17
TI  - A Study on Sales Promotion Techniques Adopted by “Big Bazaar” and Its Impact on Consumer Satisfaction: With Special Reference to Indore City
BT  - Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)
PB  - Atlantis Press
SP  - 668
EP  - 683
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-544-7_44
DO  - 10.2991/978-94-6463-544-7_44
ID  - Vaidya2024
ER  -