A STUDY ON RETAILER AND PERCEPTION

TOWARDS INCENTIVE

A Project report submitted to Institute of Public Enterprise, Hyderabad in partial

fulfillment of the requirement for the award of the Degree of

Post Graduate Diploma in Management - Retailing and Marketing

Submitted by

VISHWAS.P

0911PGDMRM037

Batch of 2009-2011

Institute of Public Enterprise

Osmania University campus

Hyderabad-500007
 DECLARATION

I hereby declare that this Project Report titled “A Study on retailer and perception towards

incentive” submitted by me to the Department of PGDM-RM Institute of Public

Enterprise, is a bonafide work undertaken by me and it is not submitted to any other

University or Institutions for the award of any Degree Diploma/Certificate or published

any time before.

P.VISHWAS

Roll No: 58

PGDM-RM

Institute of Public Enterprise Signature of

student

Date:
 CERTIFICATE

This is to certify that the Project Report titled A Study on RETAILER AND
PERCEPTION TOWARDS INCENTIVE at Idea cellular ltd submitted in partial
fulfillment for the award of Post Graduation Diploma In Management-Retailing &
Marketing in Institute of Public Enterprise was carried out by P.VISHWAS under my
guidance. This has not been submitted to any other University or Institution for the award
any degree/diploma/certificate.

Ms. Shaheen

Assistant professor (QT IT & Systems)

Institute of Public enterprise Signature of

Supervisor

Date:

Place:
 Abstract

The study is conducted to find out whether promotions in a retail outlet would result in

increase of amount of shopping, frequency of visits of customers and also to understand

whether overall satisfaction of customers can be attained through promotion. This study is

carried out at Abids branch of Big Bazaar. The primary data is collected through a

structured questionnaire. An exploratory research has been conducted by taking one-to-one

interviews of customers at the outlet. A total of 100 customer responses have been

collected at big bazaar and these data is analyzed and arrived at a conclusion that

promotions show a positive impact on number of visits and amount of shopping of

customers but promotion alone can’t give overall satisfaction to customers. It is understood

that Different promotional incentives (i.e., Assured gifts, Discount vouchers, lucky draw

coupons etc.,) show distinct impact on buying behavior of customers.

 Acknowledgement

No task however small can be completed without proper guidance and encouragement.
It is a pleasure to acknowledge my debt to many persons involved directly or
indirectly, in the successful completion of the project.

I would like to acknowledge the help rendered to me by Prof. R.K. Mishra, Director,
IPE, Hyderabad.

I would like to thank Dr. V. Srikanth, Coordinator, PGDM-RM, IPE, Hyderabad,

for guidance and support throughout the course of this project. I express my deep
sense of gratitude to Ms. Shaheen, Assistant Professor, for her timely help and
integrity in handling my needs. I take this opportunity to thank her profusely for her
excellent guidance and support throughout the course of this project.

I am grateful to Mr. SRINIVAS.TMVVN, Area Sales Manager, Karimnagar for

giving us this unique opportunity. We’re deeply indebted to them for their guidance
and co-operation. They mentored me with their invaluable support and insights into
the intricacies that helped me in not only finishing the project but also provided me
with a unique opportunity to learn the practical issues in marketing.

I extend my thanks to the staff of Idea cellular and my friends for their guidance
during my interaction with them.