Customer delight & its impact on business - Big Bazaar


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Customer delight & its impact on business - Big Bazaar

  1. 1. ~ 1 ~ By Arul Paul Raj F Shreya Singh Niraj Kumar Rai Under the Guidance of Mrs. Bianka Ray Chowdry SCHOOL of INSPIRED LEADERSHIP GURGAON
  2. 2. ~ 2 ~ CERTIFICATE This is to certify that Mr. Arul Paul Raj F, Niraj Kumar Rai and Ms. Shreya Singh have successfully completed the project titled “Customer delight and its impact on business”, in Big Bazaar. It is an independent research work done under my supervision during the year 2013. It is being submitted to the School of Inspired Leadership for the award of the program completion Certificate. Signature of Project Guide Signature of Faculty Guide Designation Designation Company Stamp Institute Stamp
  3. 3. ~ 3 ~ Acknowledgement A Project usually falls short of its expectation unless guided by the right person at the right time. Success of a project is an outcome of sincere efforts, channeled in the right direction, efficient supervision and the most valuable professional guidance. This project would not have been completed without the direct and indirect help and guidance of such luminaries. They provide me with the necessary recourses and atmosphere conductive for healthy learning and training. At the outset we would like to take this opportunity to acknowledge the very thoughtful and patient guidance we have received from our project guide Mrs. Bianka Ray Chowdry, without her critical evaluation and suggestion at every stage of the project, this report could not have reached its present form. In addition, we would like to acknowledge, Mr. Asis Patnaik for permitting us to visit the Big Bazaar stores and has critically evaluated each and every step in evolving this project report. Lastly, we would like to thank all the employees and customers of BIG BAZAAR and our colleagues who gave us fruitful information to complete our project.
  4. 4. ~ 4 ~ TABLE OF CONTENTS 1. Brief company profile ……………………………………………….... 5 2. About the company …………………………………………………… 5 3. Innovations of big bazaar ……………………………………………. 7 4. Facilities offered by big bazaar …………………………………….. 7 5. Brand analysis …………………………………………………………. 8 6. Competitors …………………………………………………………….. 9 7. Organization culture analysis ……………………………………… 10 8. Swot analysis ………………………………………………………….. 11 9. Organization structure ………………………………………………. 11 10. Executive summary ………………………………………………12 11. List of variables ……………………………………………………13 12. Research methodology …………………………………………...15 13. Analysis & interpretation ………………………………………..17 14. Recommendations & way forward ……………………………..21 15. Bibliography ………………………………………………………..22 16. Appendix …………………………………………………………….23
  5. 5. ~ 5 ~ Brief Company Profile Vision: “To deliver Everything, Everywhere, Everytime to Every Indian Consumer in the most profitable manner.” “India’s transformation into the legendary ‘Sone ki Chidiya’ (golden bird), taking wings once again to reach greater heights” Mission:  We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development.  We will be the trendsetters in evolving formats, creating retail reality, making consumption affordable for all customer segments – for classes and for masses.  We shall infuse Indian brands with confidence and renewed ambition.  We shall be efficient, cost – conscious and committed to quality in whatever we do.  We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful. About the company Future Group is India’s leading business group that caters to the entire Indian consumption space. Led by Mr. Kishore Biyani, the Future Group operates through six verticals: operates through six verticals: Retail, Capital, Brands, Space, Media and Logistics. As it focuses entity driving the growth of the group’s value retail business, Future Group will continue to deliver more value to its customers, supply partners, stakeholders and communities across the country and shape the growth of modern retail in India. Every day, Future group brings multiple products, opportunities and services to millions of customers in India. Through over 15 million square feet of retail space, it serves customers in 85 cities and 60 rural locations across the country. Most of all, it help’s India shop, save and realize and aspirations to live a better quality of life every day. Future group understands the soul of Indian customers. As one of India’s retail pioneers with multiple retail formats, it connects a diverse and passionate community of Indian buyers, sellers and business. The collective impact on business is staggering; around 220 million customers walk into the stores each year and choose products and services supplied by over 30000
  6. 6. ~ 6 ~ small, medium and large entrepreneurs and manufacturers from across India. And this number is set to grow. Future group employs 35000 people directly from every section of our society. It sources suppliers from enterprises across the country, creating fresh employment, impacting livelihoods, empowering local communities and fostering mutual growth. Future group believes in the ‘Indian dream’ and have aligned its business practices to large objective of being a premier catalyst in India’s consumption-led growth story. Working towards this, future group are ushering positive socio- economic change in communities to help the Indian dream fly high and the ‘sone ki chidiya’ soar once again. This approach remains embedded in future group ethos even as it rapidly expands its footprints deeper into India. BIG BAZAAR is a chain of hypermarket in India. Currently there are 120 stores across 70 cities and towns in India. Big Bazaar id designed as an agglomeration of bazaar or Indian market with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, book, fast food, leisure and entertainment section. Brief History of the Big Bazaar: Big bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are 120 Big Bazaar stores in 70 cities and towns across India. Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Future Group. Though Big Bazaar was launched purely as a fashion format including apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has included a wide range of products and service offering under their chain. The current formats include Big Bazaar, Food bazaar, Electronic bazaar and Furniture bazaar. The stores are customized to provide the feel of mandis and melas while offering the modern retail feature like Quality, Choice and convenience. As the modern Indian family’s favorite retail store, Big Bazaar is popularly known as the “Indian Wal Mart”. On successful completion of ten years in Indian retail industry, in 2011, Big Bazaar has come up a new logo with new tag line ‘Naye India ka Bazaar’ replacing the earlier ones ‘Isse Sasta Aur Accha Kahin Nahin’
  7. 7. ~ 7 ~ Innovations of Big Bazaar Wednesday Bazaar: Big Bazaar introduced the Wednesday Bazaar concept and promoted it as “Hafte Ka Sabse Sasta Din”. It was mainly to draw customers to the stores on Wednesdays, when least number of customers is observed. According to the chain, the aim of the concept is "to give homemakers the power to save the most and even the stores in the city don a fresh look to make customers feel that it is their day". Sabse Sasta Din: With a desire to achieve sales of Rs 26 Crore in a one single day, Big Bazaar introduced the concept of "Sabse Sasta Din". The idea was to simply create a day in a year that truly belonged to Big Bazaar. This was launched on January 26, 2006 and the result was exceptional that police had to come in to control the mammoth crowd. The concept was such a huge hit that the offer was increased from one day to three days in 2009 (24 to 26 Jan) and to five days in 2011 (22-26 Jan). Maha Bachat: Maha Bachat was started off in 2006 as a single day campaign with attractive promotional offers across all Big Bazaar stores. Over the years it has grown into a 6 days biannual campaign. It has attractive offers in all its value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar - catering to the entire needs of a consumer. The Great Exchange Offer: On February 12, 2009 Big Bazaar launched "The Great Exchange Offer", through with the customers can exchange their old goods in for Big Bazaar coupons. Later, consumers can redeem these coupons for brand new goods across the nation. Facilities Offered By Big Bazaar Online shopping: Big bazaar has an official website, which is one of the most favorite sites among people of India for online shopping. Future bazaar is an online business venture of Future group, which sells an assortment of products such as fashion, which includes merchandise for men and women, mobile handsets and electronics like home theatres, video cameras, digital cameras, LCD TVs, kitchen appliances and many more.
  8. 8. ~ 8 ~ Discounts: “Hfte ka sabse sasta din” was introduced by Big Bazaar, wherein extra and special discounts were offered on Wednesday every week, to attract the potential buyers into their store. Core Values:  Indianness: Confidence in ourselves.  Leadership: To be a leader, both in thought and business.  Respect & Humanity: To respect every individuals and be humble in our conduct.  Introspection: Leading to purposeful thinking.  Openness: To be open and receptive to new ideas, knowledge and information.  Valuing and Nurturing Relationships: To build long term relationships.  Simplicity & Positivity: Simplicity and Positivity in our thought, business and work.  Adaptability: To be flexible and universal laws of nature.  Flow: To respect and understand the universal laws of nature. Brand Analysis Company: Future Group’s businesses focus on developing and operating modern retail brands and distribution networks for the consumption sector in India. Built over more than two decades, the group’s flagship companies focus on three distinct businesses – hypermarkets business operated by Future Retail Limited, an integrated lifestyle fashion business operated by Future Lifestyle Fashion Limited and an FMCG and food distribution business operated by the Future Ventures Limited. Some of the other businesses include telephony service under the brand T24, supply chain and logistics, educational services, financial services. Brand Values: Future Group was founded on a simple idea: Rewrite rules, retain values. Its tagline is “UDNA HAI.AAJ ABHI.” The company is committed to being a catalyst of positive change in the communities, societies and business sectors. They envision India’s transformation into the legendary 'Sone Ki Chidiya' (golden bird), taking wings once again to reach greater heights.
  9. 9. ~ 9 ~ Customer: According to Kishore Biyani's 3-C theory, Change and Confidence among the entire population is leading to rise in consumption. Big Bazaar has divided India into three segments: 1. India one: Consuming class which includes upper middle and lower middle class (14% of India's population). 2. India two: Serving class which includes people like drivers, household helps, office peons, liftmen, washer men, etc. (55% of India's population) and 3. India three: Struggling class (remaining 31% of India's population). While Big Bazaar is targeted at the population across India one and India two segments, Aadhaar Wholesale is aimed at reaching the population in India three segment. With this, Future Group emerged as a retail destination for consumers across all classes in the Indian society. Competitors Spencer: Spencer’s Retail Limited is a multi-format food-first retailer providing a wide range of quality products to discerning young customers - well- travelled citizens of the world, looking out for authentic flavors and experiences in a fun-filled shopping environment. Its brand positioning – Makes Fine Living Affordable – embodies this approach, delighting shoppers with the best products and services that enable a fine living at reasonable prices while providing them with a warm, friendly and knowledgeable retail environment. They keep themselves out of the retail race saying, “We do not want to be named as sabse sasta.” Easy Day: Easyday presently has 220 stores across 13 states. It is an equal joint venture between Bharti and Walmart called Bharti Walmart Private Limited started in 2007, with the intention of doing wholesale business, through Best Price Modern Wholesale stores.Easyday has aggressive plans for expansion and is aiming to have 332 stores by December 2013 and later 638 stores by December 2018. It has stores in 3 formats i.e. the standard neighborhood stores are called Easyday and have their presence in over 190 locations, the compact hypermarkets are termed Easyday Market, which are mid-sized stores and function in 22 marts; and large hypermarket style stores are named Easyday Hyper, with just one store so far. Easyday has also partnered with Moneygram International that provides customers the facility of money
  10. 10. ~ 10 ~ transfer at their stores. This facility was initially launched at 121 stores in May 2011. Reliance Retail: With a vision to generate inclusive growth and prosperity for farmers, vendor partners, small shopkeepers and consumers, Reliance Retail Limited (RRL), a subsidiary of RIL, was set up to lead Reliance Group’s foray into organized retail. Based on its core growth strategy of backward integration, RRL has made rapid progress towards building an entire value chain starting from the farmers to the end consumers. In-store initiatives, wider product choice and value merchandising enabled the business to achieve robust growth during this period. It has a total of 1,466 stores in India with an area of approx. 9 million square feet. Organization Culture Analysis Big Bazaar is very young and energetic organization and they believe that service is their core philosophy and people are the most important resources. The following activities are carried out by the Human Resource Department in the concern with the management: Training: The retailing knowledge is developed in the employees through training. The training period is usually of one month after the selection. The employees are well trained in various fields which gives the scope for job rotation. This prevents monotony and boredom of job. Performance Appraisal: The organization’s compensation philosophy is “Pay for performance, Promote for potential”. The employees who have met or exceeded performance standards are awarded bonuses. Big Bazaar employees also enjoy post-retirement benefits including provident fund and gratuity. The company also provides financial assistance in all cases where the employees seek the company’s financial support like in medical emergency for him/herself or their families. Awards and Rewards: Every month award is given to the best employee to recognize and encourage their effort as the employee of the month. The best department is also awarded. A gift voucher of Rs.1000/- is given to the best employee of the month. The employee’s performance, sincerity, punctuality, etc. are the few criteria that are considered for the “Best employee of the month” award.
  11. 11. ~ 11 ~ Retention Strategy: The organization strives to foster a feeling of well-being in its employees through care and respect. The company has several structured processes including employee monitoring and grievance management programs which are intended to facilitate a friendly and cohesive organization culture. Offsite activities and various competitions and matches are encouraged to improve inter personal relationships. Week off: Every employee gets a holiday for one day in a week called the “week off”. Employees are empowered to adjust their holiday according to their convenience in the case of emergency or according to their necessities. Meetings: Meetings for all the employees of the store are conducted every Saturday morning and discussion are done on various aspects of the organizational operations, employee problems, customer problems, etc. SWOT ANALYSIS 1. Strengths  Everyday low pricing  Point of purchase  Experience marketing team executive staff  Emphasis on providing total customer satisfaction  Variety of stuff under single roof  Maintain good employee-employer relationship 2. Weakness  Failing revenue/sq.ft  Unable to meet store targets  Unavailability of popular brands 3. Opportunities  Population of country is growing where the scope of market is kept on increasing for retail sector.  Evolving consumer preference  Organized retail presently nearly 5% in India. So it acts as a great opportunities to the organization for its growth.
  12. 12. ~ 12 ~ 4. Threats  Competition from organized retail players which are in market and are emerging.  Competition from local retailers. Organization Structure It’s a part of framework in which the activities of the organization’s members are coordinated. The four basic structural forms are the functional form, divisional structure, matrix structure and network structure.
  13. 13. ~ 13 ~ Executive Summary The project was carried out with an objective of knowing satisfaction level of customer at Big Bazaar and do customers are aware about the different types of products and Services and different offers provided at Big Bazaar. The total sample size taken was one hundred and thirty five (135) customers of NCR regions of Big Bazaar. The research shows that the customer delight at Big Bazaar is satisfactory and so many customers are not aware of the loyalty programs and services provided by the Big Bazaar which are not provided by other Retail stores. On the other hand we have also found that some of the customers of Big Bazaar who are delighted with the working style of retail store, but want a continuous updates about the new offers and other products of Big Bazaar. So that they can be updated while seating at home. The researcher used the methods of questionnaire, interview and observation to know and understand the customer delight and its impact on business. Title of the project: “Customer delight and its impact on business”. Project Objective: Our main objective was to find out the relationship between customer delight and its impact on the business profitability. By focusing on the level of satisfaction obtained by the customers with respect to Big Bazaar we could identify and understand the factors influencing the customer to select a product. We have to analyze the expectations of the customer’s perceptions in view of the verity of services provided by the Big Bazaar. Through surveys we could Analyze customer’s requirements and provide the products best suited to their needs. In this retail sector, to be successful and competitive Big Bazaar has to provide quality materials and services at the most competitive and self-pursuing rate to gain the favor of the customers through which we could have an impact in the business. Scope of the Project: Retail stores of Big Bazaar: 1. Big Bazaar(Great India Palace, Noida) 2. Big Bazaar(Wazirpur, New Delhi) 3. Big Bazaar (Vasant Square Mall, Vasant Kunj) 4. Big Bazaar (Ambience Mall, Gurgaon) 5. Big Bazaar ( Inderlok, New Delhi) 6. Big Bazaar (Mayur Vihar, New Delhi)
  14. 14. ~ 14 ~ Customer delight: We have defined customer delight based on the following parameters; 1. Product Range 2. Product Display 3. Product availability 4. Freshness of Fruits and Vegetables 5. Store ambience 6. Communication of offers 7. Relevance of offer to the customers 8. Easiness of exchange 9. Time to bill 10. Billing accuracy 11. Convenience of store location 12. Easiness in carrying the purchased goods to the parking 13. Product knowledge of staff 14. Staff engagement 15. Effectiveness of the loyalty program 16. Pricing Variables to study: We undertook an exploratory research to find out about the independent variables. The following is a list of the independent variables based on the marketing, human resource and business process perspectives. List of variables Marketing: 1. Display (Shelf wise positioning, eye contact level positioning) 2. Quality (Vegetables, fruits and food products, etc.) 3. Variety and range (range available and brands within the range) 4. Discount and offers (varieties of offers) 5. Labelling and Proper placement (Placement of complementary products) 6. Ambience of the shop 7. Adaptation of latest technology 8. Offer visibility 9. Price 10. Promotion 11. Location of the store 12. Hygiene factors 13. Customer Engagement 14. Segmentation (with respect to floors and visibility)
  15. 15. ~ 15 ~ Business Processes: 1. Billing 2. Inventory 3. Infrastructure Services (Wash Rooms, Parking, Food Stalls, Drinking water, ATM, etc.) 4. Exchange Policies (Date, Time, Products, etc.) 5. Creativity (In all aspects) Human Resources: 1. Employee Engagement 2. Trainings- Customer engagement & Brand awareness 3. Work force allocation 4. Proper attire (Dress Code) 5. Hospitality Research Methodology We have conducted the research in 2 phases: 1st phase: Our project objective was clear but the factors were not known. Hence it was an ambiguous problem. An explorative research was done to collect the factors on which customer delight depends. 2nd phase: In this phase we did a conclusive research. In the conclusive research we did both descriptive and causal research to find about the factors which Big Bazaar stores needed to work on to improve the customer delight. Phase 1: Explorative research Sampling method: The sampling method that used was stratified sampling and in that simple random sampling method. Stratified sampling was done to get a sample from different areas of Delhi and NCR regions so that the entire region is covered. We divided the whole NCR region into 6 strata’s or regions which were told to visit: 1. Gurgaon 2. East Delhi 3. North Delhi 4. South Delhi 5. West Delhi 6. Noida
  16. 16. ~ 16 ~ Within these 6 regions we have identified different stores of Big Bazaar and competitors which we have covered during the 1st phase. Sample size: We covered 5 Big Bazaar stores and 5 stores of competitors in this phase. The Big Bazaar stores which we visited were: 1. Big Bazaar (Ambience Mall) 2. Food Bazaar (Select City Walk Saket) 3. Big Bazaar (Sahara Mall) 4. Big Bazaar (Netaji Subash Metro Station) 5. Big Bazaar (Sector 47, Gurgaon) The stores of the competitors which we visited were: 1. Spencer’s (MGF Megacity Mall, Gurgaon) 2. Reliance Mart (Sector 29, Gurgaon) 3. Vishal Mega Mart (Pitampura) 4. Vijay Sales (Pitampura) 5. Spencer’s (Jharsa Road, Gurgaon) Instruments: Since our agenda was to collect the factors on which customer delight depends we have identified 3 verticals which are people, process and product parameters. We have used an unstructured, disguised and participative observation technique to analyze the data. Phase 2: Conclusive Research Sampling method: The sampling method that we used to select a Big Bazaar store was stratified sampling and under which judgment sampling method was used to select the particular store. Stratified sampling was done to get a sample from different areas of Delhi and the NCR region so that the entire region is covered and judgment sampling was used in order to select the store which best represents the population. We used random sampling method to conduct the surveys and interviews. Sample size: We visited 6 Big Bazaar stores which were: 1. Big Bazaar(Great India Palace, Noida) 2. Big Bazaar(Wazirpur, New Delhi) 3. Big Bazaar (Vasant Square Mall, Vasant Kunj)
  17. 17. ~ 17 ~ 4. Big Bazaar (Ambience Mall, Gurgaon) 5. Big Bazaar ( Inderlok, New Delhi) 6. Big Bazaar (Mayur Vihar, New Delhi) Instruments: We used 3 instruments to collect data that are: 1. Questionnaire- 135 customers 2. Interview -17 customers and employees 3. Observation - 6 stores We have used the SPSS tool to analyze the data through chi-square and significance level techniques. SPSS: SPSS (Statistical Package for the Social Sciences) is a computer application that provides statistical analysis of data. It allows for in-depth data access and preparation, analytical reporting, graphics and modelling. Chi-Square: Chi-square is a statistical test commonly used to compare observed data with data we would expect to obtain according to a specific hypothesis. Chi squared is a simple test that compare two groups. Significance level: The likelihood that, a result or relationship, is caused by something other than mere random chance. Statistical hypothesis testing is, traditionally employed to determine, if a result is statistically significant or not. In general, a 5% or lower value is considered to be statistically significant. Analysis & Interpretation Segmentation of different questions Opinions Strongly Disagree Disagree Agree Strongly Agree Display Products are well displayed 72.60% Variety Enough variety of products 75.40% Availability of brands 45% 45% Stock of advertised merchandise 77.8%
  18. 18. ~ 18 ~ Quality Freshness of vegetables 62.70% Offers Effective communication of offers 69.60% Suiting customer needs 69.60% Low Prices compared to other retailers 58.50% Exchange process Ease of exchange process 65.90% Billing process Low waiting time for billing 44.40% Accurate processing of orders 80% Convenience of location and parking Convenience of store location 64.40% Convenience of carrying purchased goods to the parking 57% Loyalty program Value addition because of the loyalty program 75% Preference of different segment Ranking (Top) Food 47% Apparel 19.30% General Merchandise 20.70% Above Below Overall ambience compared to other stores 85.20% Stock availability compared to other retailers 70.40% Exchange process compared to other stores 66.70% Billing process compared to other stores 68.90%
  19. 19. ~ 19 ~ Comparison of Number of visits with the other factors Factors Significant Value Freshness of vegetables .000 Store Location .000 The offers available suit my needs .017 The offers are well communicated .074 Brand .086 Loyalty Program Awareness .154 Advertised merchandise are in stock .184 Exchange Process .197 Order is always processed accurately .314 Waiting time for billing .375 Convenience in carrying the purchased goods to parking .572 Display .589 Value addition through Loyalty program .616 Knowledge level of staff .705 Store atmosphere .737 Customer Engagement .737 Variety of products .814 Price of products .857 Hence from the above table we can see that the number of visits has a high dependency on the parameters:
  20. 20. ~ 20 ~ Comparison of Ticket size with the other factors Factors Significant Value Knowledge level of staff .001 Exchange Process .009 Convenience in carrying the purchased goods to parking .050 Advertised merchandise are in stock .128 Freshness of vegetables .128 Variety of products .140 Order is always processed accurately .145 Waiting time for billing .173 The offers available suit my needs .213 Price of products .221 The offers are well communicated .407 Brand .434 Display .441 Loyalty Program Awareness .488 Customer Engagement .497 Store Location .581 Value addition through Loyalty Program .585 Store atmosphere .942 Analysis of Interview: We conducted 17 interviews of customers and asked to rate the below parameters on a scale of 1-5(1 being the lowest and 5 being the highest). The below table shows the mean of the values obtained in the interviews on the below parameters. Parameters Mean value Offers 3.25 Quality 3.4 Price 3.62 Range of products: 3.63 Knowledge of staff 3.96 Eagerness to help 3.96 Display 4.43 Meeting expectations (%) 77%
  21. 21. ~ 21 ~ Recommendations & Way Forward For improving the number of visits:  Make carrying goods to the parking more convenient  Improve the freshness of the vegetables.  Improve the offer mix which adds value  Increase the number of brands.  Make the exchange process easy and stress-free.  Improve hygiene factors in the food section. For improving ticket size:  Reduce the waiting time for billing and speed up the entire check out process.  Increase the awareness of the loyalty program and emphasis on the value addition it has in the customer shopping experience.  Improve the knowledge level of staff on products.  Communicate the offers effectively which makes an impact.  Focus more on the Apparel and General merchandise segment to improve customer perception of these segments.  Improve the product display in terms of labeling and placements in the apparel section.  Improve the Work Force Allocation in the general merchandise section. Research Limitations:  The study is only for the big bazaar confined to a particular location and a very small sample of respondents. Hence the findings cannot be treated as representative of the entire retail industry.  Respondents may give biased answers for the required data. Some of the respondents did not like to respond.  Respondents tried to skip some of the statements by simply not answering them. This was one of the most important limitation faced, as it was difficult to analyze and come at a right conclusion. Conclusion: As most of the retail industries did market research before entering into market, same thing was done by Big Bazaar on the basis of Location, market, consumer perception. Big bazaar, a part of future group is a hypermarket offering a huge array of goods with quality for all at affordable prices. Big bazaar with over 140 outlets in different part of India is present in both the metro cities as well as in small towns. Big bazaar can attract more customers by different variety and assortments.
  22. 22. ~ 22 ~ They can improve customer delight by providing more brands, and by reducing the billing time as they are the major factors which we have found in our study. We can conclude that Big Bazaar is one of the major retail industries in India. Working environment is good and also the various facilities is provided to increase the customer services. There exist a healthy & strong relationship between employees and managers. The employees accept their responsibility wholeheartedly and perform the services in well manner that satisfied the customers. Bibliography: 1) The Essential Guide to Employee Engagement: Better Business Performance through staff satisfaction By Sarah Cook 2. 2) is-employee-satisfaction.asp 3) w-the-best-places-to-work-are-nailing-employee-engagement/ 4) content/uploads/2012/09/file52215.pdf 5) sulting-Whitepaper-Indian-Retail-Operations-Benchmarking- Excellence-Survey-0113-1.pdf 6) Retailing & Merchandizing, Harvard Business Review
  23. 23. ~ 23 ~ Appendix Customer delight survey Q1) Age: less than 18 [ ] 19-25 [ ] 26-40 [ ] 40+ [ ] Q2) Gender: Male [ ] Female [ ] Q3) Occupation: Service [ ] Business [ ] Student [ ] Housewife [ ] Retired [ ] Q4) How many times do you visit in a month: 0 [ ] 1-2 [ ] 3-5 [ ] >5 [ ] Q5) Monthly Expenditure at Big Bazaar:<2000[ ] 2000-5000[ ] 5001-8000[ ] >8000[] Q6) Do you have difficulty in finding the product you are looking for: Yes [ ] No [ ] Opinions Strongly Disagree Agree Strongly Disagree Agree Q7a) I find enough variety of products [ ] [ ] [ ] [ ] Q7b) The products are well displayed [ ] [ ] [ ] [ ] Q7c) I always find the brand I am looking for [ ] [ ] [ ] [ ] Q7d) Advertised merchandise are in stock [ ] [ ] [ ] [ ] Q7e) Vegetables available in the store are fresh [ ] [ ] [ ] [ ] Q7f) Store atmosphere & décor are appealing [ ] [ ] [ ] [ ] Q7g) The offers are well communicated [ ] [ ] [ ] [ ] Q7h) The offers available suit my needs [ ] [ ] [ ] [ ] Q7i) The exchange process is hassle free [ ] [ ] [ ] [ ] Q7j) I don’t have to wait for long for billing [ ] [ ] [ ] [ ] Q7k) My order is always processed accurately [ ] [ ] [ ] [ ] Q7l) The store location is convenient for me [ ] [ ] [ ] [ ] Q7m) It is convenient for me to carry purchased goods to the parking [ ] [ ] [ ] [ ] Q7n) I find staff of the store engaging [ ] [ ] [ ] [ ] Q7o) I find the staff at store well knowledgeable about the product [ ] [ ] [ ] [ ] Q7p) Are you aware about the loyalty program of this store: Yes [ ] No [ ]
  24. 24. ~ 24 ~ Q7q) If Yes, The loyalty program adds value to my shopping experience [ ] [ ] [ ] [ ] Q7r) I find Big Bazaar’s prices are low compared to other retailers [ ] [ ] [ ] [ ] Q8) Which segment do you like the most in Big Bazaar: Sections: Ranking: (1 being the highest) a) Food [1] [2] [3] b) Apparel [1] [2] [3] c) General Merchandise [1] [2] [3] Q9) Position of Big Bazaar in terms of the below parameters compared with other Retailers: a) Service offered by our staff: above [ ] below [ ] b) Processes: Billing process above [ ] below [ ] Stock availability: above [ ] below [ ] Exchange process: above [ ] below [ ] c) Product Food section: above [ ] below [ ] Apparel: above [ ] below [ ] General Merchandise: above [ ] below [ ] d) Overall Ambience: above [ ] below [ ] Questionnaire Customers: 1. How happy are our employees to serve you every day? 2. Was there good range of products? 3. How satisfied are you with the price that you pay for the products you buy? 4. Was the customer service representative very courteous? 5. How do you rate the cleanliness and spacious atmosphere of Big Bazaar? (1-5) 6. Are the products displayed reachable to you? 7. Does music makes you serene to shop? 8. Do you wait for a long time in the cash counters? 9. What is your convenient time of shopping?
  25. 25. ~ 25 ~ Employees: 1. Have you received recognition or praise for doing good work? 2. Does your supervisor, or someone at work, seem to care about you as a person? 3. Is there someone at work who encourages your development? 4. At work, do your opinions seem to count? 5. Does the mission/purpose of your company make you feel your job is important? 6. Are your associates (fellow employees) committed to doing quality work? 7. Do you have a best friend at work? 8. In the last six months, has someone at work talked to you about your Progress? 9. In the last year, have you had the opportunities at work to learn and grow?