Introduction

Communication
Communication is the activity of conveying meaningful information. Communication requires a sender, a message, and an intended recipient, although the receiver need not be present or aware of the sender's intent to communicate at the time of communication; thus communication can occur across vast distances in time and space. Communication requires that the communicating parties share an area of communicative commonality. The communication process is complete once the receiver has understood the message of the sender.

Importance of Communication
The importance of communication in an organization can be summarized as follows: 1. Communication promotes motivation by informing and clarifying the employees about the task to be done, the manner they are performing the task, and how to improve their performance if it is not up to the mark. 2. Communication is a source of information to the organizational members for decisionmaking process as it helps identifying and assessing alternative course of actions.

3. Communication also plays a crucial role in altering individuals attitudes, i.e., a well informed individual will have better attitude than a less-informed individual. Organizational magazines, journals, meetings and various other forms of oral and written communication help in moulding employees attitudes. 4. Communication also helps in socializing. In todays life the only presence of another individual fosters communication. It is also said that one cannot survive without communication.

5. As discussed earlier, communication also assists in controlling process. It helps controlling organizational members behaviour in various ways. There are various levels of hierarchy and certain principles and guidelines that employees must follow in an organization. They must comply with organizational policies, perform their job role efficiently and communicate any work problem and grievance to their superiors. Thus, communication helps in controlling function of management.

Communication Process

Communication is a process of exchanging verbal and non verbal messages. It is a continuous process. Pre-requisite of communication is a message. This message must be conveyed through some medium to the recipient. It is essential that this message must be understood by the recipient in same terms as intended by the sender. He must respond within a time frame. Thus, communication is a two way process and is incomplete without a feedback from the recipient to the sender on how well the message is understood by him.

The main components of communication process are as follows: 1. Context Communication is affected by the context in which it takes place. This context may be physical, social, chronological or cultural. Every communication proceeds with context. The sender chooses the message to communicate within a context.

2. Sender / Encoder - Sender / Encoder is a person who sends the message. A

sender makes use of symbols (words or graphic or visual aids) to convey the message and produce the required response. For instance - a training manager conducting training for new batch of employees. Sender may be an individual or a group or an organization. The views, background, approach, skills, competencies, and knowledge of the sender have a great impact on the message. The verbal and non verbal symbols chosen are essential in ascertaining interpretation of the message by the recipient in the same terms as intended by the sender.

3. Message -

Message is a key idea that the sender wants to communicate. It is a sign that elicits the response of recipient. Communication process begins with deciding about the message to be conveyed. It must be ensured that the main objective of the message is clear.

4. Medium - Medium is a means used to exchange / transmit the message. The sender must
choose an appropriate medium for transmitting the message else the message might not be conveyed to the desired recipients. The choice of appropriate medium of communication is essential for making the message effective and correctly interpreted by the recipient. This choice of communication medium varies depending upon the features of communication. For instance - Written medium is chosen when a message has to be conveyed to a small group of people, while an oral medium is chosen when spontaneous feedback is required from the recipient as misunderstandings are cleared then and there.

5. Recipient / Decoder - Recipient / Decoder is a person for whom the message is intended
/ aimed / targeted. The degree to which the decoder understands the message is dependent upon various factors such as knowledge of recipient, their responsiveness to the message, and the reliance of encoder on decoder.

6. Feedback -

Feedback is the main component of communication process as it permits the sender to analyze the efficacy of the message. It helps the sender in confirming the correct interpretation of message by the decoder. Feedback may be verbal (through words) or nonverbal (in form of smiles, sighs, etc.). It may take written form also in form of memos, reports, etc.

Objective of the Study

This study has been done by keeping the objective of the theory related to practical world.

Scope of the Study

Due to lack of time the study is limited to only academic purpose to understand the theoretical concept with the practical world.

Brief History
Big Shop is the biggest departmental store in whole Jharkhand as well as in Bihar. It has been flourishing since April 1998 under the dynamic leadership of Mr. Santosh Kumar Jain. Today as a landmark in Ranchi city, we are proud to tell you that from a meager 5000 sq. ft to now we have spread over 40,000 sq. ft. area. With all the exclusive for Mens, Ladies, Kids wear and many more things, it is adding feather in its cap. It has acquired a distinct leadership position in the eastern zone by providing its customer the products & where they can look beyond. Not just Ladies wear, Men'swear, Kids wear & accessories now from watches youll wear with pride to Jewellery that will make you envied. We have got in all at your very own BigSHOP. Big Shop has always been close to its customer s heart. It has always taken cost to new heights of satisfaction. And our commitment to serve you in many more better ways has grown stronger with trust. The retail environment in the whole eastern region has never looked more exciting or dynamic. Its all because of BigSHOP here in Ranchi, a large number of customers are investing & believing it a most trusted shop to do the shopping. Its potential, is not just here in Ranchi but also in whole Jharkhand & Bihar, & it is spreading its wings by extending its brands as well as keeping a large verity in the store where customer can make their choices. We can say it very proudly that never a day goes where customer is not satisfied. This store is evolving on a large scale that makes many established retail markets look antiquated. BigSHOP has come up with a unique proposition which aims to provide our customers with the finest shopping experience.

Communication Tools used at Big Shop

E-mail Phone Fax Courier Local Cable Network FM Radio Newspaper Leaflet Outdoor Advertising Website

Communication Tools used at Big Shop

Email Service
Electronic mail, commonly called email or e-mail, is a method of exchanging digital messages from an author to one or more recipients. Modern email operates across the Internet or other computer networks. Email was widely accepted by the business community as the first broad electronic communication medium and was the first e-revolution in business communication. Email is very simple to understand and like postal mail, email solves two basic problems of communication: logistics and synchronization. LAN based email is also an emerging form of usage for business. It not only allows the business user to download mail when offline, it also allows the small business user to have multiple users' email IDs with just one email connection.

Phone Service
A business telephone system is any of a range of a multiline telephone systems typically used in business environments, encompassing systems ranging from small key systems to large scale private branch. A business telephone system differs from simply using a telephone with multiple lines in that the lines used are accessible from multiple telephones. It also increase response rate from clients and customers. Since people opt to use phone for their inquiries and placement of orders, thus, it generates additional sales.

Fax Service
Nowadays fax machines are one of the most important office equipment. This fax machine usually sends and receives a document through a telephone line. By using fax machine we can send documents to any point of the world as very convenient and easy. The important feature of the fax machine is that printing technology.

Courier
A courier is a person or a company who delivers messages, packages, and mail. Couriers are distinguished from ordinary mail services by features such as speed, security, tracking, signature, specialization and individualization of express services, and swift delivery times, which are optional for most everyday mail services. As a premium service, couriers are usually more expensive than usual mail services, and their use is typically restricted to packages where one or more of these features are considered important enough to warrant the cost.

Local Cable Network

The new technology of digital cable will soon offer you amazingly low cost, highly targeted advertising opportunities. You will be able to target your ads down to your local neighborhood level Local cable television advertising can be highly effective, and very affordable. If you have a product or service that can be visually demonstrated, television can work wonders.

FM Radio
FM Radio helps to reach the local market in cheaper and effective way as the message reach to the exact target customer despite of reach of cable TV or electricity.

Newspaper
Newspaper advertising has been around longer than any other form of advertising we see today and is still the first kind of advertising that businesses think about doing. These ads can do a lot more than just advertise one item or one sale--each one can work really hard to bring in customers, and then bring them back again and again. They're a good way to reach a large number of people, especially those aged 45-plus who tend to read the paper more frequently than younger demographic groups who tend to get their news from television, radio or the internet. And you can target your ads to the appropriate markets by requesting that your ads run in the section(s) that most closely relate to your target audience, be it sports, lifestyle or business.

Leaflet
Leaflet distribution places leaflets direct to households, and will be seen by the householder for sure; it will be a householder you have selected as likely to want your services. If you place an ad in a newspaper or magazine many may miss the ad. Leaflets are a better vehicle for carrying information to people. An ad is limited in words and a leaflet can carry explanation. Leaflets direct to households is the most focused printed marketing technique you can use, and allows you a decent amount of space to put your case forward. Leaflets advertising cleaning services, sales dates in department stores, new take away prices, holistic therapies, political campaigning, education and training available are all useful and things that householders appreciate knowing about. Leaflet distribution can also include catalogues and product samples.

Outdoor Advertising
Outdoor advertising works well for promoting your product in specific geographic areas. While billboards, bus benches, and transit advertising can be very effective for the small-business owner, any successful outdoor campaign begins with your own location's signage. Your outdoor sign is often the first thing a potential customer sees. Your sign should be sufficiently bright and conspicuous to attract attention (without being garish) and sufficiently informative to let prospective customers know what's sold there.

Website
www.bigshopranchi.com

Most any type of business can benefit from having a website as a marketing tool. You just need to figure out how you want it to fit into your marketing plan and what you want it to do for your company and the customer. People sometimes come into the website plan thinking they want to simply make sales, when in fact they find it is a better tool for getting people to come into their store downtown or it's a place to educate a customer as to why they need to buy a product in the first place.

Role of Communication Tools

To flesh out the profile of the "company behind the brand". To minimize discrepancies between the company's desired identity and brand features. To delegate tasks in communication. To formulate and execute effective procedures to make decisions on communication matters. To mobilize internal and external support for corporate objectives. To coordinate with international business firms. Motivation and employee morale.

Conclusion
Each and every tool has specific role to play. To perform the basic function of business communication is necessary. Effective means to communicate about the business. It directly hit to the target market. Helps to keep in touch for the smooth running of business.