A STUDY TO EVALUATE THE EFFECTS OF SALES PROMOTION ON CONSUMER PERCEPTION.
(Big Bazaar retail chain as base)

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INTRODUCTION
Marketing involves the conception, pricing, promotion and distribution ofideas, goods and services. The fundamental objective of marketing is to exchanges of
goods and services.
An important component of marketing mix is promotion, which has got a very significant
impact on the demand managing activity of marketing. The key components of
promotion includes personal selling, direct marketing, advertising, sales promotion, and
public relations.

RESEARCH PROBLEM
Big Bazar,which is a unit which stays in a highly competitive marketing environment, often
tests and introduces various promotional schemes on a regular basis.Due to the dynamic marketing and market trends, organization like Big Bazaar
are to be prepared enough to meet the dynamic trend.

OBJECTIVE OF THE STUDY
Primary Objective
The main purpose of this research is to gain the effects of promotional programme on
consumer’s perception with special reference to the promotional programmes of BIG
BAZAR.

SCOPE AND SIGNIFICANCE OF THE STUDY
The scope of this particular research is based on the evaluation of the sales promotional
activities operated in a single BigBazar Retail unit which is limited to the area of
Koramangala. Banglore. The study helps to understand the effects of sales promotion in
the consumer’s perception.