Published Paper Details:

Hyper retail stores are a new and growing phenomena in India. India is a fast growing retail market, retailers are competing with different promotional strategies. Big Bazaar and Reliance Fresh are two major players and have grown in retail space. This paper studies different sales promotion strategies and its effects. This paper also explains how sales promotion strategies help attract new consumer for these retailers and face the competition effectively. A descriptive study was done where primary data was collected from 100 employees of both the stores in different locations. Questionnaire was prepared with multiple choice and open-ended questions. It was found that both the retailers use strategies for short term increase in sales and to induce first trial. Branded packaged goods are important part of promotional strategies and there exists a huge scope for the growth of Big Bazaar and Reliance Fresh. Assortment is also an important part of promotional strategies for both the stores who are very aggressive in their strategies. Few suggestions are also made in the study.