A PROJECT REPORT ON“CUSTOMER SERVICE WITH REFERENCE TO BIG BAZAAR” In fulfillment of the requirements for Post Graduate Diploma in Business Management (PGDBM) (2009-2011) UNDER THE GUIDANCE OF: Prof. Dr. Seema Girdhar (Marketing Faculty)SUBMITTED TO: SUBMITTED BY:Prof. Dr. Seema Girdhar HARLEEN KAUR(Marketing Faculty) Roll no. - 6005 GURU NANAK INSTITUTE OF MANAGEMENT Road no. 75, Punjabi Bagh, New Delhi-110026
A PROJECT REPORT ON“CUSTOMER SERVICE WITH REFERENCE TO BIG BAZAAR” In fulfillment of the requirements for Post Graduate Diploma in Business Management (PGDBM) (2009-2011) UNDER THE GUIDANCE OF: Prof. Dr. Seema Girdhar (Marketing Faculty)SUBMITTED TO: SUBMITTED BY:Prof. Dr. Seema Girdhar HARLEENKAUR(Marketing Faculty) Roll no. - 6006 GURU NANAK INSTITUTE OF MANAGEMENT Road no. 75, Punjabi Bagh, New Delhi-110026
CERTIFICATEThis is to certify that Miss.Harleen Kaur, student of Guru Nanak Institute ofManagement has completed her Project report on “CUSTOMER SERVICEWITH REFERENCE TO BIG BAZAAR” in the year 2009-2011 in finalfulfillment of Post Graduate Diploma in Business Management (PGDBM). She hassuccessfully completed the project under my constant guidance and support.Signature of Project Guide(DR. SEEMA GIRDHAR)
DECLARATIONI hereby declare that the Project report titled “CUSTOMER SERVICES WITHREFERENCE TO BIG BAZAAR” is my original work and has not beenpublished or submitted for any degree, diploma or other similar titles elsewhere.This has been undertaken for the purpose of partial fulfillment of Post GraduateDiploma in Business Management at Guru Nanak Institute of Management.Date: Harleen Kaur Roll no.: 6006
PREFACEThis project report attempts to bring under one cover the entire hard work anddedication put in by me in the completion of the project work on Customerservices with reference to Big bazaar.I have expressed my experiences in my own simple way. I hope who goes throughit will find it interesting and worth reading. All constructive feedback is cordiallyinvited.
ACKNOWLEDGMENTIt is really a matter of pleasure for me to get an opportunity to thank all the personswho contributed directly or indirectly for the successful completion of the projectreport, “Customer Services With reference To Big Bazaar”.First of all I am extremely thankful to my college Guru Nanak Institute ofManagement for providing me with this opportunity and for all its cooperationand contribution. I also express my gratitude to my Project mentor and guide Prof.Dr. Seema Girdhar. I am highly thankful to our respected project guide for givingme the encouragement and freedom to conduct my project.I am also grateful to all my faculty members for their valuable guidance andsuggestions for my entire study.I would also like to thank the Big Bazaar team for extending their valuable timeand cooperation.Harleen kaurRoll No.: 6006
INDEXCONTENTS1. INTRODUCTION2. COMPANY PROFILE3. MARKETING MIX4. CUSTOMER SERVICES IN BIG BAZAAR5. SWOT ANALYSIS6. RESEARCH METHODOLOGY7. DATA ANALYSIS8. FINDINGS OF THE REPORT9. CONCLUSION10. RECOMMENDATIONS11. BIBLIOGRAPHY12. ANNEXURE: QUESTIONNAIRE
INTRODUCTIONPantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formatsin both the value and lifestyle segment of the Indian consumer marker. Headquartered inMumbai (Bombay), the company operates over 5 million square feet of retail space, has over 450stores across 40 cities in India and employs over 18,000people.The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, auniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touchand feel of Indian bazaars with aspects of modern retail like choice, convenience and quality andCentral, a chain of seamless destination malls. Some of its other formats include, Depot, ShoeFactory, Brand Factory, Blue Sky, Fashion Station. The company also operates an online portal,futurebazaar.com.As customers tastes and preferences are changing, the market scenario is also changing fromtime to time. It is the changing tastes and preference of customer which has bought in a changein the market. Income level of the people has changed. New generation people are no moredependent on haat market and far off departmental stores. Today we can see a new era in marketwith the opening up of many departmental stores, hyper market, shoppers stop, malls, brandedretail outlets and specialty stores. . My study is based on a survey done on customers of ahypermarket named big bazaar. Big bazaar is a new type of market which came into existence inIndia since 1994. It is owned by pantaloon retail India Ltd. It is a type of market where variouskinds of products are available under one roof. My study is on determining the customers buyingbehavior of customers in big bazaar and the satisfaction level of customers in big bazaar. Mystudy will find out the current status of big bazaar and determine where it stands in the current
market. This market field survey will help in knowing the present customers tastes andpreferences. It will help me in estimating the customers future needs, wants & demands.
Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It is asubsidiary of Future Group Venture Ltds, and follows the business model of United States-basedWal-Mart. Facilities offered by Big Bazaar Online shopping: Big Bazaar has an officialwebsite, FutureBazaar.com, which is one of the most favorite sites among people of India foronline shopping. Future Bazaar is an online business venture of Future Group, which sells anassortment of products such as fashion, which includes merchandise for men and women, mobileaccessories, mobile handsets and electronics like home theatres, video cameras, digital camera,LCD TVs, kitchen appliances and many more. Discounts: “Hfte ka sabse sasta din was introduced by the Big Bazaar, wherein extra andspecial discounts were offered on Wednesday every week, to attract the potential buyers intotheir store. Security check: At each exit of Big Bazaar, they use alarm systems or Electronic ArticleSurveillance system, which detects the products that has attached tags or not.1. Big Bazaar is a chain of hypermarket in India, which caters to every family’s needs andrequirements.2. Big Bazaar has released the doors for the fashion world, general merchandise like sportsgoods, cutlery, crockery, utensils, and home furnishings etc. at best economical prices.3. Big Bazaar group offers more than 100 stores all over the country with an amalgamationof Indian bazaars’ feel and touch with a convenience and choice of the modern retail facilities4. The worldwide country chain, Big Bazaar, is formed by CEO of Future Group, Mr.Kishore Biyani. Their basic attraction associated with reasonable prices is their Unique SellingPrice.
5. Big Bazaar has become a massive hit with lower middle-class and middle class people asa major client base.6. Reflect the look and feel of Indian bazaars at their modern outlets.GROUP VISION“To deliver Everything, Everywhere, Everytime to EveryIndian Consumer in the most profitable manner.”GROUP MISSION1 We share the vision and belief that our customers and stakeholders shall be served only bycreating and executing future scenarios in the consumption space leading to economicdevelopment.2 We will be the trendsetters in evolving delivery formats, creating retail realty, makingconsumption affordable for all customer segments – for classes and for masses.3 We shall infuse Indian brands with confused and renewed ambition4 We shall be efficient and cost-conscious and committed to quality in whatever we do.
BIG BAZAAR SUPER CENTERBig Bazaar Hyper mart chain in IndiaOutlet 140 OutletsParent Group Future GroupOwner Kishore biyaniFounded 2001Head Quarter Jogeshwari, MumbaiIndustry RetailTagline Is se sasta aur accha kahin nahiOBJECTIVES1. To analyze how the mix influence the customer satisfaction level.2. To determine the current status of big bazaar.3. To study the satisfaction level of customers with regard of big bazaar.4. To find out the buying behavior of the customers coming in to Big Bazaar.5. To identify main competitors of Big Bazaar with regard to services.
IMPORTANCE OF STUDYIts provide guideline for further research in area for organized retail. Research says aboutcustomer buying behavior towards Big Bazaar. The research is also important to identify Marketsize, growth and Market Potential of Big Bazaar. The research shows future Scenario of BigBazaar in current perspective. The study shows Opportunities and challenges for Big Bazaarrespect of internal & external environment. Research say about main competitors in the field oforganized retail sectors. The study provide guideline to further extension of Big Bazaar. Thestudy provide help to know the customers satisfaction with Big Bazaar stores.SCOPE OF STUDYThe scope of this research is to identify the buying behavior of customers of Big Bazaar. Thisresearch is based on primary data and secondary data. This study only focuses on urban buyingbehavior of customers. The study does not say anything about rural buying behavior of customerbecause rural norms/status/attitude & acceptance of the rural customers differs with urbancustomers. It provides help to further the research for organized retail sector. It aim to understandthe skill of the company in the area like technological advancement, competition in management.
CORE VALUES1 Indianness-Confidence in ourselves2 Leadership-To be leader in thought & business3 Openness-To be open in & receptive to new ideas, knowledge & information4 Adaptability-To be flexible & adaptable, to meet new challenges.
PRODUCT MIXApparels Home Care Chill Station Farm ProduceDenims & Shirts Shampoos Soft Drink FruitsFabrics Detergents Packaged Juices VegetablesFormal Wear Soaps Milk Items Imported FruitsCasual Wear Liquid Wash Frozen Foods Dairy ProductsPRICE MIX Value Pricing (EDLP) Promotional Pricing Low Interest Financing Psychological Discounting Special Event Pricing Differentiated Pricing Time Pricing Bundling
PLACE MIX Initially Identifies Future/Potential development areas. Acquire such areas at an early phase before the real estate value booms. Located at high traffic areas. Design to look crowded.PROMOTION MIX “Saal Ke Sabse Saste 3 Din” Future Card(3%Discount) Advertising(Print ads, TV Ads, Radio) Brand Endorsement by M.S DHoni Exchange Offer Weekend Discount Point of Purchase Promotion
Custome r service is the provision of services to customers before, during and after a purchase.According to Turban “Customer service is a series of activities designed to enhance the level ofcustomer satisfaction – that is, the feeling that a product or service has met the customerexpectation."Its importance varies by product, industry and customer; defective or broken merchandise can beexchanged, often only with a receipt and within a specified time frame. Big Bazaar will oftenhave a desk or counter devoted to dealing with returns, exchanges and complaints, or willperform related functions at the point of sale; the perceived success of such interactions beingdependent on employees "who can adjust themselves to the personality of the guest,"Customer service plays an important role in an organizations ability to generate income andrevenue. From that perspective, customer service should be included as part of an overallapproach to systematic improvement. A customer service experience can change the entireperception a customer has of the organization.Customer support is a range of customer services to assist customers in making cost effectiveand correct use of a product. It includes assistance in planning, installation, training, troubleshooting, maintenance, upgrading, and disposal of a product.A multi-task position drawing on extensive CUSTOMER SERVICE experience to advance aproven track record for developing and maintaining key accounts and improving departmentalefficiencies.
Objectives of Customer Services Provide customers and staff with clear standards and expectations Ensure all customer contact reaches an appropriate conclusion Minimize incidences of repeat contact Seek to provide a seamless service for customers Provide equal and easy access to our services at a time, place and channel that meet the needs of residents, businesses and other stakeholders Cater for customers needs irrespective of age, gender, physical or financial ability, ethnic origin, race, religion or geographical location Provide a prompt, courteous and knowledgeable response to all customer enquiries. Equip our staff to provide customers with an excellent standard of service Enable our customers to provide feedback easily, through complaints, customer surveys, etc Use customer compliments, comments and complaints to drive improvements to service Improve the speed, quality and consistency of response to enquiries by having our information in a format that can be easily accessed
Customer Segmentation of Big Bazaar Big Bazaar target higher & upper middle class customers. The large and growing young working population is a preferred customer segment. Big Bazaar specially targets working women & home markets who are the primarydecision maker.Good customer service is the lifeblood of any business. You can offer promotions and slashprices to bring in as many new customers as you want, but unless you can get some of thosecustomers to come back, your business wont be profitable for long.Good customer service is all about bringing customers back. And about sending them awayhappy - happy enough to pass positive feedback about your business along to others, who maythen try the product or service you offer for themselves and in their turn become repeatcustomers.Big bazaar use 8 golden rules to deal with Customer Services. Answer the phone. Don’t make promise unless you will keep them. Listen to your customer. Deal with complaints. Be helpful. Train your staff to be always helpful, courteous and knowledgeable.
Take the extra step. Throw in something extra.Customer satisfaction in big bazaarThe degree of customer satisfaction you deliver determines the level oflong- term success you will achieve in business.”Customer satisfaction their top priorityDont just make sales. Create customers - satisfied customers. In addition to theImmediate profit they provide on the first sale, satisfied customers help you buildyour business in 2 other important ways:1. They become a reservoir of repeat buyers. For some businesses that meansrepeat buyers for more of the same product or service. For every business, itmeans buyers for additional products and services.2. They automatically refer more business to you from their friends and businesscontacts. This is highly profitable business for you because it doesnt cost you any time or moneyto get it.Customers services offered by Big Bazaar Online shopping: Big Bazaar has an official website, FutureBazaar.com, which is one ofthe most favorite sites among people of India for online shopping. Future Bazaar is an onlinebusiness venture of Future Group, which sells an assortment of products suc h as fashion, which
includes merchandise for men and women, mobile accessories, mobile handsets and electronicslike home theatres, video cameras, digital camera, LCD TVs, kitchen appliances and many more. Discounts: “Hfte ka sabse sasta din was introduced by the Big Bazaar, wherein extra andspecial discounts were offered on Wednesday every week, to attract the potential buyers intotheir store. Security check: At each exit of Big Bazaar, they use alarm systems or Electronic ArticleSurveillance system, which detects the products that has attached tags or not.Customer oriented Strategy Attracting & retaining customers. Uses Non- Traditional Strategy. Moving demo-trolley. Used young population as strategic blessing. Attractive Design, interior & good atmosphere.
Competitors of Big Bazaar with regard to services Wal-Mart Reliance Shoppers stop Vishal mega mart Local retailersBig Bazaar targets to be achieved The aim is to increase the retail business to around 30 million square feet by 2011 as compared to 8 million square feet of now. To become a substantial part of every Indian’s wallet. To get across 30% of the population of entire nation which is now just 8%. To increase organized retail from 3% to at least 18-20% in next 2 years.
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 relationship2. Weakness Failing revenue/sq.ft Unable to meet store targets Unavailability of popular brands3. Opportunities Population of country is growing where the scope of market is kept on increasing forretail sector. Evolving consumer preference Organized retail presently nearly 5% in India. So it acts as a great opportunities to theorganization for its growth.4. Threats Competition from organized retail players which are in market and are emerging.
Methodology adopted for study Observing the working of various departments like finance. Human resource, marketing,purchasing, production. Discussion with the executives, managers, employees. Visiting & surfing websites of company.MeaningResearch Methodology is a set of various methods to be followed to find out variousinformation’s regarding market strata of different products. Research Methodologyis required in every industry for acquiring knowledge of their products.Area of studyThe study is exclusively done in the area of marketing. It is a process requiring care,sophistication, experience, business judgment, and imagination for which there can be nomechanical substitutes.Sources of Data Primary Source Secondary SourcePrimary Source- The primary data was collected by means of a survey. Questionnaires wereprepared and customers of the big bazaar at two branches were approached to fill up thequestionnaires. The questionnaire contains 20 questions which reflect on the type and quality ofservices provided by the Big bazaar to the customers. The response o f the customer is recorded
on a grade scale of strongly disagree, disagree, uncertain, agree and strongly agree for eachquestion. The filled up information was later analyzed to obtain the required interpretation andthe findings.Secondary Source- In order to have a proper understanding of the customer service of BigBazaar a depth study was done from the various sources such as books, a lot of data is alsocollected from the official websites of the Big bazaar and the articles from various searchengines like Google, yahoo search and answers.com.RESEARCH DESIGNThe research design is exploratory till identification of customer services parameters. Later itbecomes descriptive when it comes to evaluating customer perception of customer service of thebig bazaar.Descriptive research, also known as statistical research, describes data and characteristicsabout the population or phenomenon being studied. Descriptive research answers the questionswho, what, where, when and how.Although the data description is factual, accurate and systematic, the research cannot describewhat caused a situation. Thus, descriptive research cannot be used to create a causal relationship,where one variable affects another. In other words, descriptive research can be said to have a lowrequirement for internal validity.The description is used for frequencies, averages and other statistical calculations. Often the bestapproach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative
research often has the aim of description and researchers may follow-up with examinations ofwhy the observations exist and what the implications of the findings are.RESEARCH SAMPLESAMPLING PLAN:Since it is not possible to study whole universe, it becomes necessary to take sample from theuniverse to know about its characteristics. Sampling Units: Customers of Big bazaar. Sample Technique: Random Sampling. Research Instrument: Structured Questionnaire. Contact Method: Personal Interview.SAMPLE SIZE:The work is a case of Big bazaar one of the Retail Sector industry together representing greatper cent of the market share of Indian retail sector. The survey was conducted in the city of Delhiwith two branches of big bazaar, with 50 customers as respondent.DATA COLLECTION TOOLData is collected from various customers through personal interaction. Some other information iscollected through secondary data also. Data was collected through a structured questionnaire,likert technique is used. Likert scale is simply a statement which the respondent is asked toevaluate according to any kind of subjective or objective criteria, generally the level ofagreement and disagreement is measured
Likert scaling is a bipolar scaling method, measuring either positive or negative response to astatementThe questionnaire consists of two parts. The first part consists of three questions concerning thedemographic information of the respondent such as the name, age, educational qualifications andincome. The second part consisting of 18 questions exploring the respondent’s perception aboutthe customer services of big bazaar.RESEARCH LIMITATIONS The study is only for the big bazaar confined to a particular location and a very smallsample of respondents. Hence the findings cannot be treated as representative of the entire retailindustry. Respondents may give biased answers for the required data. Some of the respondents didnot like to respond. Respondents tried to escape some statements by simply answering “neither agree nordisagree” to most of the statements. This was one of the most important limitation faced, as itwas difficult to analyse and come at a right conclusion. In our study we have included 50 customers because of time limit.
INTERPRETATIONFrom the table and graph above it can be seen that 4% respondent’s income are below 10000. 20% respondent’s income are between 10000 to 20000. 24% respondent’s age income are between 20000 to 30000. 52% respondent’s income are above 30000.Ques. Educational qualifications CATEGORY FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE UNDER GRADUATE 12 24 24 GRADUATE 26 52 76 POST GRADUATE 12 24 100 TOTAL 50 100
Educational qualifications 30 25 20 15 Educational qualifications 10 5 0 SCHOOL GRADUATE POST GRADUATEINTERPRETATIONFrom the table and graph above it can be seen that 12% respondents are Under graduate. 26% respondents are Graduate. 12% respondents are Post graduate. Ques. 1 How frequently do you visit Big Bazaar. SCALE FREQUENCY Twice in a week 7 Once in a week 18 During Special offers 15 Whenever the need arises 10 TOTAL 50
How frequently do you visit Big Bazaar. 100% 90% 80% 70% 60% 50% 7 18 15 10 40% How frequently do you visit Big 30% Bazaar. 20% 10% 0% Twice in a Once in a During Whenever week week Special the need offers arisesINTERPRETATIONThis is aimed at understanding how frequently customer visit shops & buy their product or availtheir services. The highest responses have been attributed to once a week shopping. Suchcustomer can be presumed to have high disposal income & may buy more daily & fashionproducts. Whereas 15% of them visit during special offers, 18% when need arises, 7% twice in amonth.
Ques. 2 Are you happy with the location of Big Bazaar. SCALE FREQUENCY PERCENTAGE Yes 33 66 No 17 34 TOTAL 50 100 Are you happy with the location of Big Bazaar. 34 Yes 66 NoINTERPRETATIONBig Bazaar physical facilities are visually appealing. From this statement I found that 66% ofpeople are happy with the location of big bazaar as compare to other 34%. It means that bigbazaar is available at most preferred places.
Ques. 3 Staff was available in a timely manner. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE EXCELLENT 18 36 36 GOOD 24 48 84 AVERAGE 3 6 90 FAIR 5 10 100 TOTAL 50 100 Staff was available in a timely manner. 10% 6% EXCELLENT 36% GOOD AVERAGE FAIR 48%INTERPRETATIONTotal sample size was 50. Here analysis shows that among the total respondents 48% peopleagreed with this statement. They think that Big Bazaar staff was available in a timely manner.
36% people rate this statement as excellent. Also 6% & 10% respondents rate it as averageand fair.Ques. 4 Staff greeted you and offered to help you. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE EXCELLENT 1 2 2 GOOD 10 20 22 AVERAGE 15 30 52 FAIR 18 36 88 POOR 6 12 100 TOTAL 50 100
Staff greeted you and offered to help you 20 18 16 14 12 10 Staff greeted you and offered to 8 help you 6 4 2 0 EXCELLENT GOOD AVERAGE FAIR POORINTERPRETATIONEmployees in Big bazaar are willing to help you. With this statement more respondent giveweightage to average. Good were 10 people i.e. 20% respondents, 18 people agreed i.e. 36%respondents agreed .
Ques. 5 Staff answered your questions. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE EXCELLENT 8 16 16 GOOD 21 42 58 AVERAGE 13 26 84 FAIR 5 10 94 POOR 3 6 100 TOTAL 50 100 Staff answered your questions. 25 20 15 10 5 Staff answered your questions. 0INTERPRETATIONFrom my analysis I found that 42% respondents agreed that employees of big bazaar havecomplete knowledge to answer their questions. 26% respondents rate it as average to thisstatement and only 16% to excellent. 10% to fair % 6% to poor.
Ques. 6 Staff showed knowledge of the products/services. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE EXCELLENT 11 22 22 GOOD 17 34 56 AVERAGE 12 24 80 FAIR 7 14 94 POOR 3 6 100 TOTAL 50 100 Staff showed knowledge of the products/services. 14 6 22 EXCELLENT GOOD 24 AVERAGE 34 FAIR POORINTERPRETATIONEmployees of big bazaar understand specific needs and have great knowledge of all product &services. With this statement most of the respondents were rate this statement good i.e., 34%..Among the total respondents 24% respondents agreed with average and 22% for excellent, 14%for fair and 6% for poor.
Ques. 7 Staff was courteous throughout. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE EXCELLENT 3 6 6 GOOD 8 16 22 AVERAGE 20 40 62 FAIR 17 34 96 POOR 2 4 100 TOTAL 50 100 Staff was courteous throughout. 20 15 10 5 Staff was courteous throughout. 0
INTERPRETATIONAccording to 40% of people feel that Employees of big bazaar are very much courteousthroughout. Others rate at it as 34% in fair, 16% as good , 6% as excellent.Ques. 8 Overall, how would you rate customer service of Big Bazaar. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE EXCELLENT 4 8 8 GOOD 14 28 36 AVERAGE 23 46 82 FAIR 9 18 100 TOTAL 50 100 Overall, how would you rate customer service of big bazaar 25 20 15 10 8) Overall, how would you 5 rate customer service of 0 big bazaar
INTERPRETATIONMost of the respondents agreed with this statement. According to my analysis, employees in bigbazaar give prompt service. Among the total respondents agreed respondents rate 46% asaverage, 28% as good, 18% fair & 8% excellent.Ques. 9 Your complaints are constructively handled. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE STRONGLY DISAGREE 8 16 16 DISAGREE 16 32 48 NEITHER AGREE NOR 11 22 70 DISAGREE AGREE 10 20 90 STRONGLY AGREE 5 10 100 TOTAL 50 100
Your complaints are constructively handled STRONGLY AGREE 5 AGREE 10 NEITHER AGREE NOR … 11 9) Your complaints are constructively handled DISAGREE 16 STRONGLY DISAGREE 8 0 5 10 15 20INTERPRETATIONWhen you have a problem, big bazaar shows little interest in solving it. After analysing thisstatement I found that most of the respondents agreed i.e. 32% respondents disagreed. Also Ifound that 22% were neutral with this statement and 20% were committed with disagree. Therewas 10 strongly disagreed. Hence Big Bazaar needs little improvement.Ques. 10 Staff delivers the appropriate service as promised. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE DISAGREE 7 14 14 NEITHER AGREE NOR 34 68 82 DISAGREE AGREE 9 18 100
TOTAL 50 100 Staff delivers the appropriate service as promised 18 14 DISAGREE NEITHER AGREE NOR DISAGREE 68 AGREEINTERPRETATIONEmployees in the big bazaar tell you exactly when the services will be performed. Majority ofthe respondents are neutral or uncertain with this statement.18% respondents were agree. At thesame time 14% disagreed.Ques.11 Staff communicate in a language that you understand. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE STRONGLY DISAGREE 2 4 4 DISAGREE 2 4 8
NEITHER AGREE NOR 4 8 16 DISAGREE AGREE 18 36 52 STRONGLY AGREE 24 48 100 TOTAL 50 100 Staff communicate in a language that you understand 25 20 24 18 15 10 2 5 2 4 0 STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR DISAGREE AGREE STRONGLY AGREEINTERPRETATIONAccording to survey, it has been judged that staff of big bazaar communicate in a language,which can be easily understood by the customer. As 48% of respondent are strongly agree withthis statement, 36% are agree and 8% are uncertain.
Ques. 12 The behavior of staff makes you feel that you can trust them and have confidence inthem. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE STRONGLY DISAGREE 9 18 18 DISAGREE 16 32 50 NEITHER AGREE NOR 21 42 92 DISAGREE AGREE 4 8 100 TOTAL 50 100 The behavior of staff makes you feel that you can trust them and have confidence in them. 8 18 STRONGLY DISAGREE DISAGREE 42 32 NEITHER AGREE NOR DISAGREE AGREE
INTERPRETATIONThe employees of the bank are little trustworthy The behavior of employees in big bazaar buildsconfidence in you. Here analysis shows that most of the people that is 42% are uncertain, 32%are disagree, 18% are strongly disagree and 8% are agree.Ques. 13 The store layout at this store makes it easy for customers to find what they need. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE STRONGLY DISAGREE 3 6 6 DISAGREE 12 24 30 NEITHER AGREE NOR 11 22 52 DISAGREE AGREE 14 28 80 STRONGLY AGREE 10 20 100 TOTAL 50 100
The store layout at this store makes it easy for customers to find what they need. STRONGLY AGREE AGREE The store layout at this store NEITHER AGREE NOR DISAGREE makes it easy for customers to find what they need. DISAGREE STRONGLY DISAGREE 0 5 10 15INTERPRETATIONBig bazaar has modern- looking and hi- tech equipments system that clearly shows customer, theproduct they want. They have well designed system. 28% of respondent are agree with thisstatement, 24% are disagree, 22% are uncertain, and 20% are strongly agree.Ques. 14 The store layout at this store makes it easy for customers to move around the store. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE STRONGLY DISAGREE 15 30 30 DISAGREE 9 18 48
NEITHER AGREE NOR 12 24 72 DISAGREE AGREE 6 12 84 STRONGLY AGREE 8 16 100 TOTAL 50 100 The store layout at this store makes it easy for customers to move around the store. 100% 90% 80% 70% 60% 50% 15 9 12 6 8 40% 30% The store layout at this store 20% makes it easy for customers to 10% 0% move around the store.INTERPRETATIONAccording to research, it has been observed that store layout is not up to the mark as desire bythe customer. Because 30% are strongly disagree, 24% are uncertain, 18% are disagree and 16%are strongly agree.
Ques. 15 Big bazaar provides plenty of convenient parking for customers. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE STRONGLY DISAGREE 18 36 36 DISAGREE 15 30 66 NEITHER AGREE NOR 10 20 86 DISAGREE AGREE 5 10 96 STRONGLY AGREE 2 4 100 TOTAL 50 100 Big bazaar provides plenty of convenient parking for customers STRONGLY DISAGREE 10 4 36 DISAGREE 20 NEITHER AGREE NOR DISAGREE 30 AGREE STRONGLY AGREE
INTERPRETATIONFrom the above data I interpret that there are more number of four wheeler coming to Big Bazaarthan two wheeler. People prefer to visit big bazaar with their families. And people are notsatisfied with the parking facility. So parking facility should be good to attract large number ofcustomers.Ques. 16 Big bazaar accepts most major credit cards. SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE NEITHER AGREE NOR 8 16 16 DISAGREE AGREE 19 38 54 STRONGLY AGREE 23 46 100 TOTAL 50 100
Big bazaar accepts most major credit cards. 23 25 19 20 15 Big bazaar accepts most major 8 10 credit cards. 5 0 NEITHER AGREE AGREE STRONGLY AGREE NOR DISAGREEINTERPRETATIONAccording to research it has been proved that Big Bazaar accept most major credit cards. 46% ofrespondents strongly agree this statement, whereas 38% agree and 16% are uncertain about thisstatement.Ques. 17 What about the service could be improved? SCALE FREQUENCY PERCENTAGE CUMULATIVE PERCENTAGE Service can be faster/more 11 22 22 efficient . Service could be 4 8 30 friendlier.
Staff should communicate 7 14 44better with customer.Store needs to be cleaner. 7 14 58The location needs 11 22 80Parking.The location needs to be 8 16 96closer.Other please specify. 2 4 100TOTAL 50 100 What about the service could be improved Service can be faster/more 4 efficient . 16 22 Service could be friendlier. Staff should communicate better with customer. Store needs to be cleaner. 8 The location needs Parking. 22 The location needs to be closer. 14 14 Other please specify.
INTERPRETATIONBy analyzing the responses to this question, I as a researcher, can identify the improvement areasin operations at Big Bazaar.Appropriate decisions can be made keeping these numbers in mind. We should increase the space for parking & perform services faster. We should clean the store regularly so that customer feel hygienic in the store. Less percentage is given to behavior, their communication and location.
FINDINGS OF THE REPORT Big Bazaar is undoubtedly number one retailer in India. It has build very emotional &cordial relationship with its customers. They are also intending to build long term relationship with all its stakeholders which isvery essential for successful business venture. In order to attract customer they should provide good parking facility Cleanliness and hygienic environment is also the major concern for big bazaar.Management needs to be focus on it. Store layout should also be developed in an efficient manner so that customer can getthings easily. According to research I found that most of the people were affected & attracted withoffers and schemes. So, Big Bazaar should employ those people who are well trained to provideinformation to customer regarding new things to enhance its customer services. Consumer choose malls to shop because they all want variety and brands. According tocustomers it is economical as compared to other places. We can also say that location, variety conveniences and economical products are not theonly thing which attract the customer but good customer service is one of the crucial factor thatattract customers.
RECOMMENDATIONS Advertising is the basic and most prominent tool to increase the awareness of product.So, Big Bazaar should use this tool to increase their share in the market. Retail business is successful only when they have a good customer services. Customerloyalty can only be gain by providing good or satisfied services to the customers. Most respondents take on the spot decision of buying different products because of thevarious attractive products displays. So pretty combination with good services should be done toretain customers. Quality play a major role because most respondent said that they want a quality productand that’s also the one of the reason for most of the respondents sticking to particular brand. Customers are very price conscious they are having many options in the market. Thefollowing steps should opt :- Should follow more of high low pricing rather than everyday low pricing Should go for a weekly coupon system as it hold more of the loyal customers. Should provide good customer services so that customer like to visit again. There should be a proper assortment of various product categories. Proper training should be provided to the customer so that they can deal with customerefficiently Various offers can be provided to them to attract new customers. Quality in product should be reach up to mark.
CONCLUSION As most of the retail industries did market research before entering into market. Samething was done by Big Bazaar. Location, market, consumer perception analysis was done by bigbazaar. In one year, much more diversification was done in it. And to retain customers they usemany loyalty programs & IT techniques. Big bazaar, a part of future group is a hypermarket offering a huge array of goods of goodquality for all at affordable prices. Big bazaar with over 140 outlets in different part of India ispresent in both the metro cities as well as in small towns. Big bazaar can attract more customers by different variety an d assortments. They can improve customer satisfaction by providing home delivery services. We can conclude that Big Bazaar has one of the major retail industry in india. Working environment is good and also the various facilities is provided to increase thecustomer services. There exist a healthy & strong relationship between employees and managers. The employees accept their responsibility wholeheartedly and perform the services inwell manner that satisfied the customers.
BIBLIOGRAPHYReferences1. Philip Kotler, marketing management,(Pearson education, 12thedition)2. Naresh Malhotra marketing research (An applied orientation),Research design,(Prentice hall of India pvt. 5th edition)3. Berman B and Evans J.R, Retail Management(Pearson education, 10th edition4. Service Marketing by M.K Rampal5. Integrated service marketing (4th edition) by ZeithmalInte rnet web sites1 bigbazaar.co.in2 literature review on bigbazaar.com3 retailseminar.in4 organizedretail.co.in5 google.com6 www.futuregroup.com
QUESTIONNAIRERespected Sir/MadamI am student of Guru Nanak Institute Of Manage ment, conducting survey on “customerservice with reference to big bazaar”. All the data will be kept confidential and will be usedjust for analysis of the project. I request you to tick the option which in your opinion believes tobe true.Customers NameAge :Monthly Income Level: Below Rs.10000Rs.10000 – Rs.20000Rs.20000 – Rs.30000Above Rs.30000Educational Qualification: Under graduateGraduatePost Graduate1) How frequently do you visit Big BazaarTwice in a week Once in a weekDuring Special offers Whenever the need arises
2) Are you happy with the location of Big BazaarYes No Excellent good average fair poor3) Staff was available in a timely manner.4) Staff greeted you and offered to help you.5) Staff answered your questions.6) Staff showed knowledge of the products/services.7) Staff was courteous throughout.8) Overall, how would you rate customer service of big bazaar? Strongly Disagree neither agree Agree Strongly Disagree Nor disagree Agree9) Your complaints are constructively handled.10) Staff delivers the appropriate service as promised.11) Staff communicate in a language that you understand..12) The behavior of staff makes you feel that youcan trust them and have confidence in them.
13) The store layout at this store makes it easyfor customers to find what they need.14) The store layout at this store makes it easyfor customers to move around the store.15) Big bazaar provides plenty of convenientparking for customers.16) Big bazaar accepts most major credit cards.17) What about the service could be improved? Service can be faster/more efficient Staff could be friendlier Staff should communicate better with customers Store needs to be cleaner The location needs parking The location needs to be closer