Published Paper Details:

Hypermarket retail stores are a burgeoning trend in India's rapidly expanding retail landscape. With India emerging as a high-growth retail market, companies are deploying diverse promotional tactics to gain a competitive edge. Among the prominent players, Big Bazaar and Reliance Retail Ltd. have significantly expanded their presence. This study explores various sales promotion strategies employed by these retailers and their impacts. It examines how these strategies not only attract new consumers but also effectively counter competition in the market. The research conducted is descriptive in nature, involving primary data collection from Ranchi of both stores. A structured questionnaire comprising multiple-choice and open-ended questions was utilized. Findings reveal that both Big Bazaar and Reliance Retail Ltd. utilize promotional strategies aimed at short-term sales boosts and enticing initial trials. Branded packaged goods play a pivotal role in their promotional endeavors, underscoring substantial growth opportunities for both retailers. Additionally, assortment strategies are integral, reflecting the aggressive nature of their promotional efforts. The study also proposes several recommendations based on its findings, aimed at further enhancing the effectiveness of sales promotion strategies for Big Bazaar and Reliance Ltd. in the competitive retail environment.