Case Study Of Big Bazaar

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INTRODUCTION

1.1 INTRODUCTION TO INTERNSHIP
An internship is an opportunity for practical work experience in a researcher’s chosen field of study. This training provides you with hands-on learning outside of the classroom. This training offers students:
• Practical, hands-on work experience
• A chance to see first-hand whether a particular field is a good match
• An option to practice what you have learned in the classroom
• First-hand knowledge of a company
• The ability to earn academic credit

1.2TOPIC CHOSEN FOR STUDY :-

“A study on Brand Management” at big bazaar ,Hyderabad”

MEANING
The American Marketing Association defines a brand as “A name, term, sign, symbol or design or a mixture of them, intended to identify the
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● To know the advertising strategy of Big Bazaar D-Mart.
● To know the relation between advertising strategy and buying decision.
● To comprehend the determinants of consumer satisfaction.
● To know about the growth potential with respect to demand analysis.
● To analyse product mix.
● How Big Bazaar initiate and maintain the in retailing through promotion

1.6 SCOPE OF THE STUDY:
Brand management involves managing the tangible and intangible aspects of the brand. For product brands the tangibles are the product itself, the packaging, the price, etc. For service brands the tangibles are to do with the customer experience - the retail environment, interface with salespeople, overall satisfaction, etc.

1.7 LITRATURE
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Customer perception of store image is based on functional qualities that the store may possess, and by other, less tangible or attributes (Lindquist 1974). Lindquist examined over 20 studies dealing with store image formation and identified 35 different aspects that in reveal any prior studies where clustering techniques had been used to study consumers’ perceptions of store image formation. These were grouped into nine categories, including: merchandise, service, collective clients, physical facilities, comfort, advertising, store atmosphere, institutional characteristics, and post-transaction satisfaction. Mazursky and Jacoby (1986) conducted a similar analysis and verified that “merchandise related aspects” (such as quality, pricing and assortment), and “service related aspects” (such as quality in general and salesperson’s service) are among the most important components of store image. In 1994 a study by Baker, Grewal and Parasuraman confirmed that “the store image literature suggests there are linkages between merchandise service quality and
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