Customer Satisfaction- Big Bazar 27-3-2

8/22/2019 Customer Satisfaction- Big Bazar 27-3-2

1/79

ABSTRACT

Research in common mans language refers to a search for knowledge. One can

also define research as a scientific and systematic search for pertinent information on a

specific topic, in fact research is an art of scientific inestigation.

Research is done to gain familiarity with a phenomenon eent ! product !

serice or to determine the fre"uency with which something occurs, with which it is

associated with something else# or to test a hypothesis of casual relationship $etween

aria$les.

%n short customer perception research is the o$&ectie and formal process of

systematically o$taining, analy'ing and interpreting the data for actiona$le decision

making in customer perception towards an organi'ation (Big Bazaar, in my Study).

The $asic o$&ectie of this study is to analy'e the customer perception towards

Big Bazaarin *ydera$ad, Andhra +radesh. Research was carried out for *ydera$ad

customers who were main targets for this study. Customers ware asked a$out their

perception towards Big B

CONTENTS

C*A+TR- Page No.

%/TRO01CT%O/ 23-3

OB4CT%5S O6 T* ST107


2/79

RSARC* 8T*O0O9O:7

9%8%TAT%O/S O6 T* ST107

C*A+TR-;

R5%< O6 9%TRAT1R =-;>

CHAPTER-3

%/01STR7 +RO6%9 ;?-@2

COMPANY PROFILE 31-41

C*A+TR-3

0ATA A/A97S%S 3@-=;

%/TR+RTAT%O/

C*A+TR-

6%/0%/:S A/0 S1::ST%O/S =3-=?

CO/C91S%O/ =

D1ST%O//A%R >2->;

B%B9%O:RA+*7

;


3/79

CHAPTER-1

%/TRO01CT%O/

@


4/79

%/TRO01CT%O/

8arketing is fast moing and eEciting actiity in eery$ody actiates. The sellers,

distri$utors, adertising agencies, consultants, transporters, financers, store agencies

and eery one as a counter are part of the marketing system. Any eEchange process $e it

consumer, goods, intermediary goods, serices of ideas, comes under the preiew of

marketing. %t is ery often regarded that the deelopment of markets and marketing is

synonymous with the economic deelopment of account. Through marketing is an age-old

actiity# it has deeloped recently as an action discipline. %n the eer-growing corporate

world, marketing is $eing regarded as a crucial element for the success of an nterprise.

The marketing discipline is undergoing fresh reappraisal in the light of the ast

glo$al,

Technological, economic and social challenges facing todays companies and

countries.

8arketing at its $est is a$out alue creation and raising the worlds liing

standards.

Todays winning companies are those who succeed most in satisfying, indeed

delighting

their target customers.

As "uoted $yP.P.DruckerF8arketing is so $asic that it cannot $e considered a separate

function. %t is whole $usiness seen from the point of iew of its final result, that is, from

3


5/79

the customers point of iew. Business success is not determined $y the producer $ut $y

the customerG.

+hillip Hotler has therefore defined marketing as F%t is a social and managerial process

$y which indiiduals and groups o$tain what they need and want through creating,

offering and eEchanging products of alues with othersG. 8any %ndian companies

espouse a satisfied customer philosophy and descri$e marketing as customer-satisfaction

engineering. Since the economy in this country has changed from a primary condition of

scarcity to gradual and steady stage of affluence, largely giing consumers the

opportunity to choose among many aried alternaties, satisfaction has $ecome a ma&or

concern of $usiness.

MARKETING MANAGEMENT

8arketing is a set of human actiities directed at facilitating and

consuming hangsG the essence marketing is eEchange of products and the transaction

satisfies human needs and want. 8arketing manager mange demand $y carrying out

marketing Research, +lanning, Controlling and implementing the marketing actiities.


6/79

MARKET DEVELOPMENT

A strategy for a company growth $y identifying new market for current

companys products.

MARKET LEADER

The firm in an industry with the largest market share, it usually leads other firms

in price changes, new product introduction, distri$ution coerage and promotion

spending.

MARKET CONCEPT

Only the marketing concept is capa$le of keeping the organi'ation free

from marketing myopia. 8arketing concept holds that the key to achieingorgani'ational goals consists of $eing more effectie than competitions in integrating

marketing actiities towards determining and satisfying the needs and wants of target

markets.

MARKETING CONCEPTS ON 4 PILLARS

Target market

Consumerneeds.

%ntegrated marketing

Target Market

/o company can operate in eer market and satisfy eery need. /or can it always do

a good &o$ within one $road market. Companies do well when they target markets

carefully and prepare a tailored market in program. 6or eEample, your target markets

may $e college-going student or a working professional.

=


7/79

Co!"#er Nee$!

A company can define its target market $ut fail to fully understand that

consumers needs. 6or instance college-going students look for aesthetic appeal in a

wristwatch. The company may not understand that, they want impress their friends while

wearing a wristwatch. 8any companies gie more preference the dura$ility of the

product and less preference to design, which leads to failure. A responsie market finds a

stated need or consumers fill itI a creatie marketer discoers and produces solutions

that consumers did not ask $ut to which they enthusiastically respond.

INTEGRATED MARKETING


8/79

6rom the days of industrial reolution when goods serices were produced to

the present day, the emphasis has shifted from the producers to the consumer and his

needs, and with the consumer $ecoming more inoled, in the marketing process there is

greater need for information regarding the consumer needs.

This research is an insight into the mind of the consumer, with the help of which the

organi'ations will $ecome aware of their pitfalls and in turn can also make

improements in the product regarding the leel of satisfaction of the consumers towards

their offerings in the market place. The $asic need of this pro&ect is to know the

GSatisfactionG amongst the respondents, with regard to FB%: BAJAARG serices and its

products.

SCOPE OF THE STUDY

Big $a'aar haing fie $ranches in *ydera$ad. 8y Scope is limitation to one

Branch.The scope of the study is to identify the Consumer perception towards $ig

$a'aar. %t is aimed at enlightening the company a$out different steps to $e taken up to

increase the share of $ig $a'aar with regard other competitors and also to make the

company to proide $etter customer serices.

The scope of the study is only confined to the area coered under *ydera$ad and

only confined in studying a$out the consumer perception towards $ig $a'aar.

?


9/79

OBJECTIVES OF THE STUDY

The pro&ect is mainly under taken to find out what an eEtent consumerperception towards the Big Ba'aar.

To find out the mode $y which the customers $ecame aware of retail industry of the Big

Ba'aar.

To find out what influenced their purchase.

To determine the "uality aspect of Big Ba'aar.

To determine the customer leel of satisfaction with Big Ba'aar.

To know the opinion of the respondents a$out the products.

To analy'e the customer perception a$out the price of the Big Ba'aar products.

To know the suggestion $y customers of the Big Ba'aar.


10/79

9%8%TAT%O/S O6 T* ST107

4ust like any product, which is doing well in the market, haing good

figures, goods package, goods "uality and it is from $randed company.


11/79

The study depends on the mood of the respondents while filling the "uestionnaire, with

regard to Big Ba'aar products.

The opinion, pro$lem, suggestions of these respondents are considered as that of whole

%ndian consumers.

RSARC* 8T*O0O9O:7

0efinition#

Research is the systematic inestigation of fact that seeks to esta$lish relationship

$etween two phenomenons.

Research 0esign#

A Research design is arrangement of conditions for the collection. And analysis of the

data in a manner that aims to com$ine releance to the research purpose with economy

in processor. %f it is frame work of plan that guides the collection and analysis of data.

The research design is the conceptual structure with in which research or study is


12/79

concerned. %t may $e said to $e $lue print for the collection, measurement and analysis

of data.

Type of Study # 0escription

8ethod of Study # Surey method

0ata collection 8ode # (a) Duestionnaire (Structured)

($) %nteriew (Structured)

(c) O$seration.

Target +opulation # 8en and women with the different age groups in

Big $a'aar 9.B /agar.

Sampling 1nit # Students, Businessmen and mployees.

Sampling Si'e # 22 Customers.

Sampling Area # Big Ba'aar 9.B./agar.

Sampling 8ethods # Stratified Random Sampling.

Types of Research#

;


13/79

). Eploratory Research 0esign#

The Eploratory Research 0esign was used at the preliminary fall for classifying

concepts. This preliminary research was conducted through surey of literature Related

to Bi$ Ba'aar, coupled with the opinion and knowledge of Eperts of the file.

;). 0escriptie Research 0esign#

0escriptie Research was then used for descri$ing the characteristics of the +opulation

under the study and the fre"uency with which something occurs.

0ATA CO99T%O/ 8T*O0#

6rom this study the information has $een gathered from following sources#

+rimary 0ata

Secondary 0ata

. +R%8AR7 0ATA

+rimary data is to $e collected $y the concerned pro&ect researcher

with releance to his pro$lem. So the primary data is original in nature and is collected

first hand.

Collection of primary data

There are seeral methods of collecting primary data particularly in

sureys and descriptie researches. %mportant ones are as follows#

O$seration 8ethod

%nteriew 8ethod

@


14/79

Duestionnaire

Schedules and

Other methods which include


15/79

interiew follows a rigid procedure laid down, asking "uestions in a gien format and the

order prescri$ed. As against it, the unstructured interiews are characteri'ed $y

fleEi$ility of approach to "uestioning. 1nstructured interiews do not follow a system of

pre-determined "uestions and standardi'ed techni"ues of recording information.

@) D1ST%O//A%R

The researcher and the respondents do come in contact with each

other if this method of surey is adopted. Duestionnaires are mailed to the respondents

with a re"uest to return after completing the same. %t is the most eEtensiely used method

in arious economic and $usiness sureys research. Duestionnaire to $e used must $e

prepared ery carefully so that it may proe to $e effectie in collecting the releant

information.

Structured "uestionnaire

1sing structured "uestionnaire method, which contains close-ended

"uestions, collected the primary data with respect the pro$lem chosen. The "uestions

hae some options, from which the respondents hae to choose a choice. As the answers

lie within a specified range they are called close-ended "uestions.

Open-ended "uestions are those "uestions where no choices are gien

to respondents and respondents are free to eEpress their choice or answer.

The following sampling method was used.

Sampling#

A non-pro$a$ility conclusie sampling method was used in the study

for data collection.

Sample si'e#


16/79

The sample was taken from the unierse on random sampling $asis in

*ydera$ad. The sample si'e designed for this pro&ect is 22 keeping in mind the paucity

of time and also the customer $ase of the organi'ation in the research area.

Research 8ethodology

A structured "uestionnaire was prepared and presented to the

respondents and related "uestions were asked. Duestionnaires mainly contained close-

ended "uestions and a few open ended "uestions, to identify the reasons for customers

satisfaction their dissatisfaction.

Secondary data

%t is the data already eEisting, which has gone through some standard

analysis. 1nder the secondary data, the companys annual reports, $rouchers,

pamphlets, newspapers, &ournals and internet were taken into consideration.

=


17/79

C*A+TR- ;

9%TRAT1R O6 R5%


18/79

8any companies are aiming for high satisfaction $ecause customers who are &ust

satisfied still find it easy to switch when a $etter offer comes along. Those who are highly

satisfied are much less ready to switch. *igh satisfaction or delight creates an emotional

$ond with the $rand, not &ust a rational preference. The result is high customer loyalty.

KeroEs senior management $eliees that a ery satisfied or delighted customer is worth

2 times as much to the company as a satisfied customer. A ery satisfied customer is

likely to stay with KeroE many more years and $uy more than a satisfied customer will.

*ow do $uyers form their eEpectationsL 6rom past $uying eEperience, friends and

associates adice and marketers and competitors information and promises. %f marketersraise eEpectations too high, the $uyer is likely to $e disappointed, 6or eEample, *oliday

%nn ran a campaign a few years ago called M/o Surprises 7et hotel guests still

encountered a host of pro$lems, and *oliday %nn had to withdraw the campaign.

*oweer, if the company sets eEpectations too low, it wont attract enough $uyers

(although it will satisfy those who do $uy).

Some of todays most successful companies are raising eEpectations and deliering

performances to match. These companies are aiming for TCS- total customer

satisfaction. KeroE for eEample, guarantees Mtotal satisfaction and will replace at its

eEpense any dis satisfied customers e"uipment within a period of three years after

purchase. Cigna adertises F


19/79

Saturn %n the late ?2s, Saturn (:eneral 8otors newest car diision) changed the

whole $uyer seller relationship with a /ew 0eal for car $uyers There would $e a fiEed

price (none of the traditional haggling)I a @2-day guarantee or money $ackI salespeople

on salary, not on commission (none of the traditional hard sell). Once a sale is made, the

sales staff surrounds the new owner for commemoratie photo, with eeryone smiling.

The companys fifth anniersary cele$ration at the Tennessee head"uarters was attended

$y more than 3222 Saturn from all across the country. Said Saturns president FSaturn is

more than a car its a whole new way of doing things, of working with our customers and

with one another.G

A customers decision to $e loyal or to defect is the sum of many small encounters with

the company. Consulting firm 6orum Corporation says that in order for all these small

encounters to add up to customer loyalty, companies need to create a F$randed customer

eEperienceG. *eres how Canadian +acific *otels, a chain with ;> properties, did &ust

that.

1.2.1 Assuring Customer Satisfaction:

PThose who enter to $uy, support me. Those who come to flatter, please me. Those who

complain, teach me how % may please others so that more will come. Only those who hurt

me are displeased $ut do not complain. They refuse me permission to correct my errors

and thus improe my serice.P - 8arshall 6ield.

The attitude of the professional is summed up in this statement. %t esta$lishes the

customer as the person to whom you are responsi$le. Customers support youI therefore,

they desere 5%+ treatment.


20/79


21/79

%f it is eEaggerated, try to resole the pro$lem $y pointing out $enefits and features that

compensate. +ut the negatie detail in a different perspectie for your client so that it

$ecomes one small part of the total picture.

8any sales inole the installation of a new system or piece of e"uipment, and the $uyer

or their employees must $e trained to use it. Their successful use of the e"uipment

depends upon the effectieness of the training, and it is imperatie that the salesperson

follows through after the training period to make sure the client uses the purchase

properly.

%t is not uncommon for people to forget > percent of what they hear after two days. This

can cause Puser errorP, which will significantly affect the outcome of your test and may

preent your client from reaching his success criteria.

Often a client will $e unhappy a$out a purchase and not reali'e that it is due to improper

operation. The more compleE something is, the more training it re"uires using it

properly. %n the interest of implementing the product "uickly, users may settle for

incomplete training or $ecome sloppy in their application of good training. %n any case,

look for user error wheneer a success criterion is not reached.

PBuyerQs remorseP refers to the regret that a $uyer feels after making a purchase. %t could

$e caused $y selectie perception, user error, or the clientQs error.


22/79

responsi$ility of the salesperson to assuage these fears $y assuring the client that his

inestment is wise and sound. Reiterate some of the selling points that coninced him to

$uy it originally, present data, and put him at ease.

1*+*3 Ha$(&g C"!to#er Co#,(a&t!


23/79


24/79

Send them helpful newspaper clippings or articles, cartoons related to their $usiness and

P*ereQs an idea % thought youQd en&oyP notes. Send your clients Christmas!/ew 7earQs

cards, $irthday cards, and thank you notes.

;. 0rop $y to show them new products and $rochures and offer additional serices.

Always make an appointment $efore making your call Respect your clientsQ time as you

do your own.

@. Offer a sample gift to enhance the use of your product.

See how they are utili'ing your product or serice and suggest other ways that they can

$enefit from it. They may not $e reali'ing its full potential.

3. Offer Pcustomer discountsP on new products or serices to encourage additional

$usiness.

. . Be personal.

Record details a$out your clientQs life and enter these in your file. %tQs so much nicer to

say to someone, P*ow is Bo$LP rather than, P*owQs your hus$andLP

?. Tell the truth.

9ies hae a way of coming $ack to haunt you.

. Accept returns without $atting an eyelash.

%n the long run, they are much less eEpensie than finding a new customer.

2. Be ethical.

;3


25/79

Heep all your information a$out the account confidential.

. Be certain that your company follows through on its commitment.

This includes deliery, installation, packaging, and so on.

;. Show your appreciation for their referrals $y reporting $ack to them on the outcome.

@. %f your company has a newsletter, o$tain permission from your successful clients to

write a$out them in it.

3. Heep track of their results with your product and meet periodically to reiew the

entire picture (their $usiness, industry, trends, competition, etc.)

. Heep the lines of communication foreer open.

As in any relationship, you must $e a$le to eEchange grieances, ideas praises, losses,and ictories.


26/79

areas of product and serice performance hae the greatest impact on oerall "uality,

and will $e a$le to target improement efforts in an informed and efficient manner. 6or

the first time, the industry as a whole will hae addressed customer-perceied alue, as

other sectors of the 1.S. economy hae done.

P5oice of the systemP preliminary research results

Sureys and in-depth interiews with industry leaders reealed general agreement that

the market is in a tumultuous state, with pricing ery soft for all $ut the most

catastrophic coerage. As reenue thins, eEpense concerns rise. 9eaders cite

inefficiencies in technology and product deliery $oth within and across firms. Coupled

with this internal change, customer demands and eEpectations for alue and serice

continue to eole.

The senior managers eEpressed genuine concern for customer-perceied "uality and

alue, as well as the need to $etter understand and measure it.

.;.> Customer Satisfaction in > Steps

%tQs a well-known fact that no $usiness can eEist without customers. %n the $usiness of


27/79

8y eEperience has shown that a client finds it easier to relate to and work with someone

theyQe actually met in person, rather than a oice on the phone or someone typing into

an email or messenger program.


28/79

. Attention to 0etail (also known as QThe 9ittle /icetiesQ)

*ae you eer receied a *appy Birthday email or card from a company you were a

client ofL *ae you eer had a personali'ed sign-up confirmation email for a serice that

you could tell was typed from scratchL These little niceties can $e time consuming and

arenQt always cost effectie, $ut remem$er to do them.

en if itQs as small as sending a *appy *olidays email to all your customers, itQs

something. %t shows you careI it shows there are real people on the other end of that

screen or telephoneI and most importantly, it makes the customer feel welcomed, wanted

and alued.

=. Anticipate 7our ClientQs /eeds :o Out Of 7our


29/79

P*i, you mentioned a hard-copy $rochure you were working on and % wanted to proide

you with large-scale copies of the graphics %Qe used on the site. *opefully youQll $e a$le

to make use of some in your $rochure.P

>. *onor 7our +romises

%tQs possi$le this is the most important point in this article. The simple message# when

you promise something, delier. The most common eEample here is pro&ect deliery

dates.

Conclusion#

Customer serice, like any aspect of $usiness, is a practiced art that takes time and

effort to master. All you need to do to achiee this is to stop and switch roles with the

customer.


30/79

C*A+TR-@

@2


31/79

%/01STR7 +RO6%9

CO8+A/7 +RO6%9

%/01STR7 +RO6%9

Retail industry largest industry, accounting for are 2N of the countrys :0+ and

around ?N of the employment retail industry in %ndia is at the cross roads. %t has

emerged as one of the most dynamic and fast paced industry with seeral players

entering the market, $ut $ecause of the heay initial inestment re"uired $reak een is

difficult to achiee and many of these players hae not tasted success so far.

@


32/79

*oweer the future is promisingI the market is growing, goernment policies are

$ecoming more faora$le and emerging technologies are facilitating operations.

Retailing in %ndia is gradually inching its way towards $ecoming the neEt $oom industry.

The whole concept of shopping has altered interms of format and consumer $uying

$ehaior ushering in a reolution in shopping in %ndia.

8odern retail has entered %ndia as seen in sprawling shopping centers, multi

strayed malls and huge compleEes after shopping, entertainment and food all under one

roof. The %ndian retailing sector is at an infleEion point where the growth of organi'ed

retailing and growth in the consumption $y the %ndian population is going to take higher

growth tra&ectory. The %ndian population is witnessing a significant change in its

demographics.

A large young working population with aerage age of ;3 years,

nuclear families in ur$an areas, along with increasing working women population and

emerging opportunities in the serices sector are going to $e the key growth driers of

the organi'ed retail sector in %ndia.

SO8 H7 6ACTS#

@;


33/79

Retail is %ndias largest industry accounting for oer 2N of the countrys :0+ and

around ?N of the employment.

The market si'e of the %ndian retail industry is a$out 1S @; $illion.

Retailing in %ndia is gradually inching its way towards $ecoming the neEt $oom industry.

A large young working population with aerage age of ;3 years.

@@


34/79

CO8+A/7 +RO6%9

B%: BAJAAR 9O:O#

Big

bazaar is se sasta aur accha kahin nahi

Type su$sidiary of pantaloon group

6ounded ;22

Head quarters 4ogeshwari, 8um$ai, %ndia

%ndustry retail

Products department stores

+arents future group

ebsite http#!!www.$ig$a'aar.com

@3
http://www.bigbazaar.com/http://www.bigbazaar.com/


35/79

BOAR0 O6 0%RCTORS

8r. Hishore Biyani, 8anaging 0irector

8r. :opikishan Biyani,


36/79

%((!

Three Big Ba'aar stores launched within a span of ;; days in Holkata, Bangalore and

*ydera$ad.

%((%

6ood Ba'aar, the supermarket chain is launched.

%(('

Central - %ndias first seamless mall is launched in Bangalore.

%(()

:roup moes $eyond retail, ac"uires stakes in :alaEy ntertainment, %ndus 9eague

Clothing and +lanet Retail. Sets up %ndias first real estate inestment fund Hshiti& to

$uild a chain of shopping malls.

%(($

6uture Capital *oldings, the companys financial is formed to manage oer . $illion

in real estate, priate e"uity and retail infrastructure funds. +lans forays into retailing of

consumer finance products. *ome Town, a home $uilding and improement products

retail chain is launched along with Consumer dura$les format, 'one and furniture

chain, 6urniture Ba'aar. 6uture :roup enters into &oint enture agreements to launch

insurance products with %talian insurance ma&or, generally. 6orms &oint entures with

1S office stationery retailer, Staples.

%((#

6uture :roup crosses $illion turnoer mark. Speciali'ed companies in retail media,

logistics, %+R and $rand deelopment and retail-led technology serices $ecome

operational. +antaloon Retail wins the %nternational Retailer of the 7ear at 1S-$ased

/ational Retail 6ederation conention in /ew 7ork and merging Retailer of the 7ear

@=


37/79

award at the


38/79

/ational Retail 6ederation Awards


39/79

%/TRO01CT%O/ TO B%: BAJAAR

A chain of shopping malls in %ndia currently with @ outlets owned $y Hishore Biyani

pantaloon group.

Big $a'aar is not &ust hyper market.

+roides the $est products at the $est price.

Reflects the look and feel of %ndian $a'aars at their moderns outlets.

Alloer %ndia, $ig $a'aar attracts a few thousands customers on any regular day.

8%SS%O/ A/0 5%S%O/#

6uture group shall delier eery thing, eery where, eery time for eery %ndian

customer in the most profita$le manner.


40/79

The large and growing young working population is a preferred customer segment.

Big $a'aar specifically targets working women and home makers who are the primary

decision maker.

ST107 O6 0%STR%B1T%O/ A/0 9O:%ST%CS O/ B%: BAJAAR

Retailing in %ndia#

The %ndian retail industry accounts for 2N of :0+ and ?N of employment.

%ndia is $eing treated as the neEt $ig retail destination with an aerage three year

compounded annual growth rate of 3=.=3N.

The %ndian economy is poised to take the third position in the world in terms of

purchasing power parity $y the year ;2.

The %ndian retail market is a Rs. ,;22,222 million market as per the images %ndia retail

report ;22?.

Organi'ed retail market is 'ooming ahead with an annual growth rate of @2N.

The country will hae oer@22 malls translating to oer 22 million s". ft in aaila$le

malls pace $y the end of ;22?.

0%66R/T 98/TS O6 RTA%9 8%K#

!/8erchandise Assortment

;) 9ocation

@) +rice

3) 5isual merchandising

RTA%9 8%K CO/T0#

!/Store Atmosphere

32


41/79

;) Customer Serice

@) Adertising

3) +romotion

) +ersonal Selling

%/TR/A9 ATTR%B1TS

) nelop

;) %nternal 9ayout

@) 8ethods of 0isplay

3) 5isual 8erchandising

0%STR%B1T%O/#

) %t is one of the 3 Aspects of 8arketing.

;) Traditionally distri$ution has $een seen as dealing with to get the +roduct or Serice

to the customer.

@) %t is done $y distri$utor who is in the middleman $etween the 8anufacturer and

retailer.

9O:%ST%CS#

) %t is the Art and Science of 8anaging and Controlling the flow of :oods, nergy,

%nformation and other Resources like +roducts, Serices and people from the source of

+roduction to the 8arket +lace.

;) %ts important to hae +rofessional logistical support.

@) The operating responsi$ility of logistics is the :eographical repositioning of raw

materials, work in process and finished inentories where re"uired at the lowest cost

possi$le.

3


42/79

+RO8OT%O/#

) 9ow prices on


43/79

S1++97 C*A%/ 8A/A:8/T

0istri$utor

3@


44/79

S


45/79

Can eEpand the $usiness in smaller cities as there is a lot of opportunity.

T*RATS

*igh $usiness risk inoled.

9ot of competitions comings up to top the market potential.

8argin of $usiness reducing all the firms.

CHPTE0N12S*S ND

*NTE0P0ETT*ON

3


46/79

The store has modern-looking e"uipment and fiEturesL

A) Strongly Agree B) Agree C) /either or /or

0) 0isagree ) Strongly 0isagree

Attri$utes /um$er of

Respondents

+ercentage (N)

Strongly Agree N

Agree = =N

/either or /or = =N

0isagree = =NStrongly 0isagree - -

Total 22 22N

3=


47/79

No.of respondents9%

69

16%

6%

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree

*NTE0P0ETT*ON3Based on a$oe analysis % conclude that N of respondents are

strongly agree , =N of respondents are agree, =N of respondents are neither or nor,

=N of respondents are disagree a$out their oerall eEperience in the mall.

;. The store and its physical facilities (trial rooms and restrooms) are isually attractieL




Respondents

+ercentage (N)

Strongly Agree N

Agree == ==N

/either or /or ; ;N

0isagree 3 3N

Strongly 0isagree 3 3N

Total 22 22N

3>


48/79

No.of respondents5%

66%

21%

4% 4%

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree

*NTE0P0ETT*ON3

Based on a$oe analysis % conclude that N of respondents are strongly agree , ==N of

respondents are agree, ;N of respondents are neither or nor, 3N of respondents are

disagree and 3Nof respondents are strongly disagree a$out their oerall eEperience in

the mall.

@. The store has clean, attractie and conenient physical facilities (restrooms, fitting

rooms)L

A) Strongly AgreeB) Agree C) /either or /or



Respondents

+ercentage (N)

Strongly Agree 2 2N

Agree =? =?N

/either or /or = =N

0isagree 3 3N

Strongly 0isagree ; ;N

Total 22 22N

3?


49/79

No. of respondents

10%

68%

16%

4% 2%

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree

%/TR+RTAT%O/#

Based on a$oe analysis % conclude that 2N of respondents are strongly agree , =?N of

respondents are agree, =N of respondents are neither or nor, 3N of respondents are

disagree and ;Nof respondents are strongly disagree a$out their oerall eEperience in

the mall.

3. The store layout at this store makes it easier for customers to find what they needL




Respondents

+ercentage (N)

Strongly Agree = =N

Agree > >N

/either or /or > >N

0isagree 3 3N


3


50/79

No.of respondents

16

71%

7%4%

2%

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree

%/TR+RTAT%O/#

Based on a$oe analysis % conclude that =N of respondents are strongly agree , >N of

respondents are agree, >N of respondents are neither or nor, 3N of respondents are

disagree and ;Nof respondents are strongly disagree a$out their oerall eEperience in

the mall.

. The store layout at this store makes it easier for customers to moe around in the

storeL




Respondents

+ercentage (N)

Strongly Agree N

Agree =@ =@N

/either or /or ? ?N

0isagree > >N

Strongly 0isagree @ @N

Total 22 22N

2


51/79

No.of respondents

9%

63%

18%

7% 3%

strongly Agree

Agree

Neither or Nor

Disagree

strongly Disagree

%/TR+RTAT%O/#

Based on a$oe analysis % conclude that N of respondents are strongly agree , =@N of

respondents are agree, ?N of respondents are neither or nor, >N of respondents are

disagree and @Nof respondents are strongly disagree a$out their oerall eEperience in

the mall

=.


52/79

0isagree > >N

Strongly 0isagree = =N

Total 22 22N

No.of respondents

59%

24%

7% 6%

4%

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree

%/TR+RTAT%O/#

Based on a$oe analysis % conclude that 3N of respondents are strongly agree , N of

respondents are agree, ;3N of respondents are neither or nor, >N of respondents are

disagree and =Nof respondents are strongly disagree a$out their oerall eEperience in

the mall.

>. This store performs the serice right the first timeLA) Strongly Agree B) Agree C) /either or /or



Respondents

+ercentage (N)

Strongly Agree = =N

Agree = =N

;


53/79

/either or /or ? ?N

0isagree 3 3N

Strongly 0isagree @ @N

Total 22 22N

No.of respondents

6

6918

4%3%

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree

*NTE0P0ETT*ON3

Based on a$oe analysis % conclude that =N of respondents are strongly agree , =N of

respondents are agree, ?N of respondents are neither or nor, 3N of respondent


the mall.

?. This store has merchandise aaila$le when the customers want itL


0) 0isagree )Strongly 0isagree


Respondents

+ercentage (N)

Strongly Agree ; ;N

Agree = =N

@


54/79

/either or /or N

0isagree = =N


Total 22 22N

%/TR+RTAT%O/#

Based on a$oe analysis % conclude that ;N of respondents are strongly agree , N of

respondents are agree, N of respondents are neither or nor, >N of respondents are

disagree and Nof respondents are strongly disagree a$out their oerall eEperience in

the mall.

. mployees in the Store hae the knowledge to answer customers "uestionsL




Respondents

+ercentage (N)

Strongly Agree ? ?N

Agree 3 3N/either or /or ; ;N

0isagree 2 2N

Strongly 0isagree > >N

Total 22 22N

3


55/79

No.of respondents

8%

54%

21%

10%7%

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree

%/TR+RTAT%O/#

Based on a$oe analysis % conclude that ?N of respondents are strongly agree , 3N of


disagree and >Nof respondents are strongly disagree a$out their oerall eEperience in

the mall.

2. The $ehaior of employees in this store instills confidence in customersLA) Strongly AgreeB) Agree C) /either or /or



Respondents

+ercentage (N)

Strongly Agree = =N

Agree = =N

/either or /or N

0isagree @ @N


Total 22 22N


56/79

6%

56%

19%

13%6%

No.of respondents

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree

%/TR+RTAT%O/#

Based on a$oe analysis % conclude that =N of respondents are strongly agree , =N of

respondents are agree, N of respondents are neither or nor, @N of respondents are


the mall

. Customers feel safe in their transactions with this storeLA) Strongly AgreeB) Agree C) /either or /or



Respondents

+ercentage (N)

Strongly Agree N

Agree N

/either or /or N

0isagree ? ?N


Total 22 22N

=


57/79

11%

55%

19%

8%7%

No.of respondents

Strongly Agree

Agree

Neither orNor

Disagree

Strongly Disagree

%/TR+RTAT%O/#

Based on a$oe analysis % conclude that N of respondents are strongly agree , N of

respondents are agree, N of respondents are neither or nor, ?N of respondents are


the mall.

;. The employees in this store gie prompt serice to customersL



>


58/79


Respondents

+ercentage (N)

Strongly Agree 3 3N

Agree ? ?N/either or /or > >N

0isagree > >N


Total 22 22N

No.of respondents

14%

58%

17%

7% 4%

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree

%/TR+RTAT%O/#

Based on a$oe analysis % conclude that 3N of respondents are strongly agree , ?N of

respondents are agree, >N of respondents are neither or nor, >N of respondent s are

?


59/79


the mall.

@. mployees in this store tell customers eEactly when serices will $e performedL




Respondents

+ercentage (N)

Strongly Agree N

Agree ? ?N

/either or /or ;; ;;N

0isagree = =N

Strongly 0isagree N

Total 22 22N


60/79

%/TR+RTAT%O/#

Based on a$oe analysis % conclude that N of respondents are strongly agree , ?N of

respondents are agree, ;;N of respondents are neither or nor, =N of respondents are

disagree and Nof respondents are strongly disagree a$out their oerall eEperience in

the mall.

3. mployees in this store are neer too $usy to respond to customers re"uestsL




Respondents

+ercentage (N)

Strongly Agree @ @N

Agree @ @N

/either or /or ? ?N0isagree N


=2

No.of respondents

9%

58%

22%

6% 5

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree


61/79

Total 22 22N

No.of respondents

13

53

18

97

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly disagree

*NTE0P0ETT*ON3

Based on a$oe analysis % conclude that @N of respondents are strongly agree , @N of

respondents are agree, ?N of respondents are neither or nor, N of respondents are


the mall

. This store gies customers indiidual attentionLA) Strongly AgreeB) Agree C) /either or /or



Respondents

+ercentage (N)

Strongly Agree N

Agree => =>N

/either or /or N

0isagree = =N


Total 22 22N

=


62/79

No.of respondents

9

67%

11%

6% 7%

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree

%/TR+RTAT%O/#

Based on a$oe analysis % conclude that N of respondents are strongly agree , =>N of

respondents are agree, N of respondents are neither or nor, =N of respondents are


the mall.

=. mployees in this store are consistently courteous with customersL




Respondents

+ercentage (N)

Strongly Agree 2 2N

Agree =; =;N

/either or /or ; ;N

0isagree 3 3N

Strongly 0isagree @ @NTotal 22 22N

=;


63/79

No.of respondents

10%

62%

21%

4% 3%

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree

%/TR+RTAT%O/#

Based on a$oe analysis % conclude that 2N of respondents are strongly agree , =;N of



the mall.

>.


64/79

*NTE0P0ETT*ON3

Based on a$oe analysis % conclude that 3N of respondents are strongly agree , =N of

respondents are agree, ?N of respondents are neither or nor, 3N of respondents are


the mall

?. mployees of this store are a$le to handle customer complaints directly and

%mmediatelyL




Respondents

+ercentage (N)

Strongly Agree N

Agree = =N/either or /or N

0isagree > >N

=3


65/79

Strongly 0isagree N

Total 22 22N

No.of respondents

9%

19%

7% 9%

Strongly Agree

Agree

Neither or Nor

Disagree

Strongly Disagree

*NTE0P0ETT*ON3

Based on a$oe analysis % conclude that N of respondents are strongly agree , =N of

respondents are agree, N of respondents are neither or nor, >N of respondents are

0isagree and Nof respondents are strongly disagree a$out their oerall eEperience in

the mall.

. This store offers high "uality merchandiseL




Respondents

+ercentage (N)

Strongly Agree N

Agree 3? 3?N

/either or /or N0isagree ? ?N


=


66/79

Total 22 22N

*NTE0P0ETT*ON3

Based on a$oe analysis % conclude that N of respondents are strongly agree , 3?N of

respondents are agree, N of respondents are neither or nor, ?N of respondents are


the mall.

;2. This store proides plenty of conenient parking for customersL



==


67/79


Respondents

+ercentage (N)

Strongly Agree = =N

Agree 3 3N

/either or /or ;2 ;2N0isagree 3 3N


Total 22 22N

*NTE0P0ETT*ON3

Based on a$oe analysis % conclude that =N of respondents are strongly agree , 3N of

respondents are agree, ;2N of respondents are neither or nor, 3N of respondents are


the mall.

=>


68/79

CHPTE04'

=?


69/79

6%/0%/:S#

%n this study it is found that the =N of customers prefer to the store has modern-

looking e"uipment and fiEtures.

%n this study it is found that the ==N of customers prefer to the store and its physical

facilities (trial rooms and restrooms) are isually attractie.

%n this study it is found that the =?N of customers prefer to the store has clean,

attractie and conenient physical facilities (restrooms, fitting rooms).

%n this study it is found that the >N of customers prefer to the store layout at this store

makes it easier for customers to find what they need.

%n this study it is found that the =@N of customers prefer to the store layout at this store

makes it easier for customers to moe around in the store .

%n this study it is found that the N of customers prefer to the this store promises to do

something (such as repairs, alterations) $y a certain time, it will do so.

%n this study it is found that the =N of customers prefer to the this store performs the

serice right the first time.

%n this study it is found that the =N of customers prefer to the this store has

merchandise aaila$le when the customers want it.

%n this study it is found that the 3N of customers prefer to the employees in the store

hae the knowledge to answer customers "uestions

%n this study it is found that the =N of customers prefer to the the $ehaiour of

employees in this store instills confidence in customers

=


70/79

%n this study it is found that the N of customers prefer to the customers feel safe in

their transactions with this store

%n this study it is found that the ?N of customers prefer to the the employees in this store

gie prompt serice to customers

%n this study it is found that the ?N of customers prefer to the employees in this store

tell customers eEactly when serices will $e performed

%n this study it is found that the @N of customers prefer to the employees in this store

are neer too $usy to respond to customers re"uests

%n this study it is found that the =>N of customers prefer to the this store gies customers

indiidual attention

%n this study it is found that the =;N of customers prefer to the employees in this store

are consistently courteous with customers.

%n this study it is found that the =N of customers prefer to the when a customer has a

pro$lem, this store shows a sincere interest in soling it

%n this study it is found that the =N of customers prefer to the employees of this store

are a$le to handle customer complaints directly and immediately

%n this study it is found that the 3?N of customers prefer to the this store offers high

"uality merchandise

%n this study it is found that the 3N of customers prefer to the this store proides plenty

of conenient parking for customers.

%n this study it is found that the N of customers prefer to the this store has operating

hours conenient to all their customers.

>2


71/79

:ood security system#

Because here each and eery indiidual will $e checking $efore getting entry into the

store as well as going outside, en the store manager has also checking when he is

going outside the store. The security guard told me that een if the chairman of the Big

Ba'aar comes he will also $e checked.

0uring the offers and discounts more num$er of people isits Big Ba'aar.

There will more offers in Big Ba'aar on festials like 0eepawali, Ram&an, etc. the

customer isits during these festials offer $ecause they get the goods in $ulk at less

price.

8ore customers isit in the eenings, and on


72/79

The same stock is not consistently aaila$le.

8any customers left the purchasing $ecause the goods are not aaila$le when they

purchased them last time.

S1::ST%O/S#

They should improe the "uality Of 5egeta$les fruits they proide to customers.

The Big Ba'aar retail outlets should proide the free home deliery facility.

The Big Ba'aar outlets should increase the no. of $illing counters in their outlets.

The Big Ba'aar should also proide the credit facility to the lower class customers so

that they can increase their market share.

The Big Ba'aar should also proide the mo$ile an facility in the areas which are far

away from the stores.

Try to maintain consistent stock aaila$ility

Try to create $etter incenties for the sales eEecutiesI this could $e in the form of

$onus, increased salaries etc.

Some nglish training for the sales eEecuties would help them to delier serices to

nglish speaking customers.

>;


73/79

8ake another one or two changing room in a store. Because there are only two

changing room.

+roide more in-depth information to future 8BA student trainees.

Conclusion#

Big $a'aar is a ma&or shopping compleE for todays customers. %t is a place where

customers find ariety of products at a reasona$le price. Big $a'aar has a goodreputation of itself in the market. %t has positioned itself in the market as a discounted

store. %t holds a huge customer $ase. The ma&ority of customers $elong to middle class

family. The youth generation also likes shopping and moing around $ig $a'aar. 5olume

sales always take place in $ig $a'aar. %mpulse $uying $ehaior of customers comes in to

play most of the times in $ig $a'aar.

As of now there are @3 $ig $a'aars in different cities of %ndia, it seems that there is a ast

growth of $ig $a'aar lying as customers demand is increasing for $ig $a'aars.

Big $a'aar is a hypermarket store where arieties of products are $eing sold on different

product category. %t has emerged as a hu$ of shopping specially for middle class people.

0ifferent types of products starting from a $a$y food to pi''as all are aaila$le under

one roof. %n *ydera$ad it is the middle class people who mostly do marketing from $ig

$a'aar. en most of the people do their monthly shopping from $ig $a'aar. +eople not

only isit $ig $a'aar to do shopping $ut also isit for outing purpose as it proides a ery

>@


74/79

nice am$ience to its customers. As people go to malls they &ust tend to moe around $ig

$a'aar whether it is for shopping purpose or for outing purpose. The ma&or draw$ack of

$ig $a'aar is that it lacks in proiding enough parking space for its customers. This may

discourage the customers to come to $ig $a'aar and shop as they face difficulty in

parking their ehicles. . As it is sureyed it seems that the $iggest competitors of $ig

$a'aar are the kirana stores, discounted specialty stores like 5ishal mega mart,8ore

8ega 8art Reliance Retail etc

Duestionnaire on Customer satisfaction

/ame# female#

Age# Occupation#

%ncome# 6amily si'e#

.The store has modern-looking e"uipment and fiEturesL



;. The store and its physical facilities (trial rooms and restrooms) are isually

attractieL

>3


75/79

A) Strongly Agreen B) Agree C) /either or /or


@. The store has clean, attractie and conenient physical facilities (restrooms, fitting

rooms)L



3. The store layout at this store makes it easier for customers to find what they needL



. The store layout at this store makes it easier for customers to moe around in the

storeL



=. . This store performs the serice right the first timeL

>


76/79



?. This store has merchandise aaila$le when the customers want itL



. mployees in the Store hae the knowledge to answer customers "uestionsL



2. The $ehaior of employees in this store instills confidence in customersL

A) Strongly Agree B)Agree C) /either or /or


. Customers feel safe in their transactions with this storeL

A) Strongly Agre e B) Agree C) /either or /or


;. The employees in this store gie prompt serice to customersL



@. mployees in this store tell customers eEactly when serices will $e performedL



>=


77/79

3. mployees in this store are neer too $usy to respond to customers re"uestsL



. This store gies customers indiidual attentionL



=. mployees in this store are consistently courteous with customersL



>.


78/79



B%B9%O:RA+*7

>?


79/79

TeEt Books#

8ARHT%/: 8A/A:8/T# +*%9%+ HOT9R

8ARHT%/: 8A/A:8/T# Rama Swamy /ama Humari

Customer Satisfaction- Big Bazar 27-3-2

Documents

Transcript of Customer Satisfaction- Big Bazar 27-3-2