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PROJECT REPORT
ON
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)
PROJECT REPORT
ON
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)
CERTIFICATE
This is to certify that Miss.Harleen Kaur, student of Guru Nanak Institute of Management has completed her Project report on CUSTOMER SERVICE WITH REFERENCE TO BIG BAZAAR in the year 2009-2011 in final fulfillment of Post Graduate Diploma in Business Management (PGDBM). She has successfully completed the project under my constant guidance and support.
DECLARATION
I hereby declare that the Project report titled CUSTOMER SERVICES WITH REFERENCE TO BIG BAZAAR is my original work and has not been published or submitted for any degree, diploma or other similar titles elsewhere. This has been undertaken for the purpose of partial fulfillment of Post Graduate Diploma in Business Management at Guru Nanak Institute of Management.
Date:
PREFACE
This project report attempts to bring under one cover the entire hard work and dedication put in by me in the completion of the project work on Customer services with reference to Big bazaar. I have expressed my experiences in my own simple way. I hope who goes through it will find it interesting and worth reading. All constructive feedback is cordially invited.
ACKNOWLEDGMENT
It is really a matter of pleasure for me to get an opportunity to thank all the persons who contributed directly or indirectly for the successful completion of the project report, Customer Services With reference To Big Bazaar. First of all I am extremely thankful to my college Guru Nanak Institute of Management for providing me with this opportunity and for all its cooperation and 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 giving me the encouragement and freedom to conduct my project. I am also grateful to all my faculty members for their valuable guidance and suggestions for my entire study. I would also like to thank the Big Bazaar team for extending their valuable time and cooperation.
INDEX
CONTENTS
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. INTRODUCTION COMPANY PROFILE MARKETING MIX CUSTOMER SERVICES IN BIG BAZAAR SWOT ANALYSIS RESEARCH METHODOLOGY DATA ANALYSIS FINDINGS OF THE REPORT CONCLUSION RECOMMENDATIONS BIBLIOGRAPHY ANNEXURE: QUESTIONNAIRE
INTRODUCTION
Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer marker. Headquartered in Mumbai (Bombay), the company operates over 5 million square feet of retail space, has over 450 stores across 40 cities in India and employs over 18,000people. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe Factory, 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 from time to time. It is the changing tastes and preference of customer which has bought in a change in the market. Income level of the people has changed. New generation people are no more dependent on haat market and far off departmental stores. Today we can see a new era in market with the opening up of many departmental stores, hyper market, shoppers stop, malls, branded retail outlets and specialty stores. . My study is based on a survey done on customers of a hypermarket named big bazaar. Big bazaar is a new type of market which came into existence in India since 1994. It is owned by pantaloon retail India Ltd. It is a type of market where various kinds of products are available under one roof. My study is on determining the customers buying behavior of customers in big bazaar and the satisfaction level of customers in big bazaar. My study 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 and preferences. It will help me in estimating the customers future needs, wants & demands.
COMPANY PROFILE
BIG BAZAAR
Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It is a subsidiary of Future Group Venture Ltd's, and follows the business model of United States-based Wal-Mart. Facilities offered by Big Bazaar Online shopping: Big Bazaar has an official website, FutureBazaar.com, 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 accessories, 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 and special discounts were offered on Wednesday every week, to attract the potential buyers into their store. Security check: At each exit of Big Bazaar, they use alarm systems or Electronic Article Surveillance 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 familys needs and
requirements. 2. Big Bazaar has released the doors for the fashion world, general merchandise like sports
goods, 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 amalgamation
of Indian bazaars feel and touch with a convenience and choice of the modern retail facilities 4. 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 Selling Price.
5.
Big Bazaar has become a massive hit with lower middle-class and middle class people as
a major client base. 6. Reflect the look and feel of Indian bazaars at their modern outlets.
GROUP VISION
To deliver Everything, Everywhere, Everytime to Every Indian Consumer in the most profitable manner.
GROUP MISSION
1 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. 2 We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments for classes and for masses. 3 We shall infuse Indian brands with confused and renewed ambition 4 We shall be efficient and cost-conscious and committed to quality in whatever we do.
Board of directors
1. Managing director Mr kishore Biyani
2.
3.
Big Bazaar Outlet Parent Group Owner Founded Head Quarter Industry Tagline
Hyper mart chain in India 140 Outlets Future Group Kishore biyani 2001 Jogeshwari, Mumbai Retail Is se sasta aur accha kahin nahi
OBJECTIVES
1. 2. 3. 4. 5.
To analyze how the mix influence the customer satisfaction level. To determine the current status of big bazaar. To study the satisfaction level of customers with regard of big bazaar. To find out the buying behavior of the customers coming in to Big Bazaar. To identify main competitors of Big Bazaar with regard to services.
IMPORTANCE OF STUDY
Its provide guideline for further research in area for organized retail. Research says about customer buying behavior towards Big Bazaar. The research is also important to identify Market size, growth and Market Potential of Big Bazaar. The research shows future Scenario of Big Bazaar in current perspective. The study shows Opportunities and challenges for Big Bazaar respect of internal & external environment. Research say about main competitors in the field of organized retail sectors. The study provide guideline to further extension of Big Bazaar. The study provide help to know the customers satisfaction with Big Bazaar stores.
SCOPE OF STUDY
The scope of this research is to identify the buying behavior of customers of Big Bazaar. This research is based on primary data and secondary data. This study only focuses on urban buying behavior of customers. The study does not say anything about rural buying behavior of customer because rural norms/status/attitude & acceptance of the rural customers differs with urban customers. It provides help to further the research for organized retail sector. It aim to understand the skill of the company in the area like technological advancement, competition in management.
CORE VALUES 1 Indianness-Confidence in ourselves 2 Leadership-To be leader in thought & business 3 Openness-To be open in & receptive to new ideas, knowledge & information 4 Adaptability-To be flexible & adaptable, to meet new challenges.
MARKETING MIX
4 PS of Big Bazaar
PRODUCT MIX
Apparels Home Care Chill Station Farm Produce
PRICE 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 of customer satisfaction that is, the feeling that a product or service has met the customer expectation." Its importance varies by product, industry and customer; defective or broken merchandise can be exchanged, often only with a receipt and within a specified time frame. Big Bazaar will often have a desk or counter devoted to dealing with returns, exchanges and complaints, or will perform related functions at the point of sale; the perceived success of such interactions being dependent on employees "who can adjust themselves to the personality of the guest," Customer service plays an important role in an organization's ability to generate income and revenue. From that perspective, customer service should be included as part of an overall approach to systematic improvement. A customer service experience can change the entire perception a customer has of the organization. Customer support is a range of customer services to assist customers in making cost effective and correct use of a product. It includes assistance in planning, installation, training, trouble shooting, maintenance, upgrading, and disposal of a product.
A multi-task position drawing on extensive CUSTOMER SERVICE experience to advance a proven track record for developing and maintaining key accounts and improving departmental efficiencies.
Good customer service is the lifeblood of any business. You can offer promotions and slash prices to bring in as many new customers as you want, but unless you can get some of those customers to come back, your business won't be profitable for long. Good customer service is all about bringing customers back. And about sending them away happy - happy enough to pass positive feedback about your business along to others, who may then try the product or service you offer for themselves and in their turn become repeat customers.
includes merchandise for men and women, mobile accessories, 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 and special discounts were offered on Wednesday every week, to attract the potential buyers into their store. Security check: At each exit of Big Bazaar, they use alarm systems or Electronic Article Surveillance system, which detects the products that has attached tags or not.
Big 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 Indians 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.
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.
4.
Threats
Competition from organized retail players which are in market and are emerging.
RESEARCH METHODOLGY
Meaning
Research Methodology is a set of various methods to be followed to find out various informations regarding market strata of different products. Research Methodology is required in every industry for acquiring knowledge of their products.
Area of study
The 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 no mechanical substitutes.
Sources of Data
Primary Source Secondary Source Primary Source- The primary data was collected by means of a survey. Questionnaires were prepared and customers of the big bazaar at two branches were approached to fill up the questionnaires. The questionnaire contains 20 questions which reflect on the type and quality of services 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 each question. The filled up information was later analyzed to obtain the required interpretation and the findings. Secondary Source- In order to have a proper understanding of the customer service of Big Bazaar a depth study was done from the various sources such as books, a lot of data is also collected from the official websites of the Big bazaar and the articles from various search engines like Google, yahoo search and answers.com.
RESEARCH DESIGN
The research design is exploratory till identification of customer services parameters. Later it becomes descriptive when it comes to evaluating customer perception of customer service of the big bazaar. Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. Descriptive research answers the questions who, what, where, when and how. Although the data description is factual, accurate and systematic, the research cannot describe what 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 low requirement for internal validity. The description is used for frequencies, averages and other statistical calculations. Often the best approach, 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 of why the observations exist and what the implications of the findings are.
RESEARCH SAMPLE
SAMPLING PLAN: Since it is not possible to study whole universe, it becomes necessary to take sample from the universe 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 great per cent of the market share of Indian retail sector. The survey was conducted in the city of Delhi with two branches of big bazaar, with 50 customers as respondent.
Likert scaling is a bipolar scaling method, measuring either positive or negative response to a statement The questionnaire consists of two parts. The first part consists of three questions concerning the demographic information of the respondent such as the name, age, educational qualifications and income. The second part consisting of 18 questions exploring the respondents perception about the customer services of big bazaar.
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 escape some statements by simply answering neither agree nor disagree to most of the statements. This was one of the most important limitation faced, as it was difficult to analyse and come at a right conclusion. In our study we have included 50 customers because of time limit.
DATA ANALYSIS
Ques. Income
MONTHLY INCOME Below Rs.10000 Rs.10000 Rs.20000 Rs.20000 Rs.30000 Above Rs.30000 TOTAL
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
2 10
4 20
4 24
12
24
48
26 50
52 100
100
MONTHLY INCOME
4
20
Below Rs.10000 Rs.10000 Rs.20000 24 Rs.20000 Rs.30000 Above Rs.30000
52
INTERPRETATION From the table and graph above it can be seen that 4% respondents income are below 10000. 20% respondents income are between 10000 to 20000. 24% respondents age income are between 20000 to 30000. 52% respondents income are above 30000.
CATEGORY
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
12 26 12 50
24 52 24 100
24 76 100
Educational qualifications
30
25 20
15 10
Educational qualifications
INTERPRETATION From the table and graph above it can be seen that 12% respondents are Under graduate. 26% respondents are Graduate. 12% respondents are Post graduate.
SCALE Twice in a week Once in a week During Special offers Whenever the need arises TOTAL
FREQUENCY 7 18 15 10 50
18
15
Twice in a week
Once in a week
INTERPRETATION This is aimed at understanding how frequently customer visit shops & buy their product or avail their services. The highest responses have been attributed to once a week shopping. Such customer can be presumed to have high disposal income & may buy more daily & fashion products. Whereas 15% of them visit during special offers, 18% when need arises, 7% twice in a month.
FREQUENCY 33 17 50
PERCENTAGE 66 34 100
66
No
INTERPRETATION Big Bazaar physical facilities are visually appealing. From this statement I found that 66% of people are happy with the location of big bazaar as compare to other 34%. It means that big bazaar is available at most preferred places.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
18 24 3 5 50
36 48 6 10 100
36 84 90 100
36%
48%
FAIR
INTERPRETATION Total sample size was 50. Here analysis shows that among the total respondents 48% people agreed 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 average and fair.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
1 10 15 18 6 50
2 20 30 36 12 100
2 22 52 88 100
18
16 14
12
10 8 6 Staff greeted you and offered to help you
4
2 0 EXCELLENT GOOD AVERAGE FAIR POOR
INTERPRETATION Employees in Big bazaar are willing to help you. With this statement more respondent give weightage to average. Good were 10 people i.e. 20% respondents, 18 people agreed i.e. 36% respondents agreed .
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
8 21 13 5 3 50
16 42 26 10 6 100
16 58 84 94 100
INTERPRETATION From my analysis I found that 42% respondents agreed that employees of big bazaar have complete knowledge to answer their questions. 26% respondents rate it as average to this statement and only 16% to excellent. 10% to fair % 6% to poor.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
11 17 12 7 3 50
22 34 24 14 6 100
22 56 80 94 100
22
INTERPRETATION Employees 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.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
3 8 20 17 2 50
6 16 40 34 4 100
6 22 62 96 100
INTERPRETATION According to 40% of people feel that Employees of big bazaar are very much courteous throughout. 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
4 14 23 9 50
8 28 46 18 100
8 36 82 100
5 0
INTERPRETATION Most of the respondents agreed with this statement. According to my analysis, employees in big bazaar give prompt service. Among the total respondents agreed respondents rate 46% as average, 28% as good, 18% fair & 8% excellent.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR DISAGREE AGREE STRONGLY AGREE TOTAL
8 16 11
16 32 22
16 48 70
10 5 50
20 10 100
90 100
10
11 16 9) Your complaints are constructively handled
15
20
INTERPRETATION When you have a problem, big bazaar shows little interest in solving it. After analysing this statement I found that most of the respondents agreed i.e. 32% respondents disagreed. Also I found that 22% were neutral with this statement and 20% were committed with disagree. There was 10 strongly disagreed. Hence Big Bazaar needs little improvement.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
7 34
14 68
14 82
18
100
TOTAL
50
100
14
DISAGREE
NEITHER AGREE NOR DISAGREE
68
AGREE
INTERPRETATION Employees in the big bazaar tell you exactly when the services will be performed. Majority of the respondents are neutral or uncertain with this statement.18% respondents were agree. At the same time 14% disagreed.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
2 2
4 4
4 8
16
18 24 50
36 48 100
52 100
STRONGLY DISAGREE
DISAGREE
NEITHER AGREE NOR DISAGREE AGREE STRONGLY AGREE
INTERPRETATION According 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 with this 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 in them.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
9 16 21
18 32 42
18 50 92
4 50
8 100
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
INTERPRETATION The employees of the bank are little trustworthy The behavior of employees in big bazaar builds confidence 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 DISAGREE NEITHER AGREE NOR DISAGREE AGREE STRONGLY AGREE TOTAL
3 12 11
6 24 22
6 30 52
14 10 50
28 20 100
80 100
The store layout at this store makes it easy for customers to find what they need.
STRONGLY AGREE
10
15
INTERPRETATION Big bazaar has modern- looking and hi- tech equipments system that clearly shows customer, the product they want. They have well designed system. 28% of respondent are agree with this statement, 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
15 9
30 18
30 48
12
24
72
6 8 50
12 16 100
84 100
The store layout at this store makes it easy for customers to move around the store.
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
15
12
8 The store layout at this store makes it easy for customers to move around the store.
INTERPRETATION According to research, it has been observed that store layout is not up to the mark as desire by the customer. Because 30% are strongly disagree, 24% are uncertain, 18% are disagree and 16% are strongly agree.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
STRONGLY DISAGREE DISAGREE NEITHER AGREE NOR DISAGREE AGREE STRONGLY AGREE TOTAL
18 15 10
36 30 20
36 66 86
5 2 50
10 4 100
96 100
STRONGLY AGREE
INTERPRETATION From the above data I interpret that there are more number of four wheeler coming to Big Bazaar than two wheeler. People prefer to visit big bazaar with their families. And people are not satisfied with the parking facility. So parking facility should be good to attract large number of customers.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
16
16
19 23 50
38 46 100
54 100
23 19
20
15 10
5 0 NEITHER AGREE NOR DISAGREE AGREE STRONGLY AGREE 8
INTERPRETATION According to research it has been proved that Big Bazaar accept most major credit cards. 46% of respondents strongly agree this statement, whereas 38% agree and 16% are uncertain about this statement.
SCALE
FREQUENCY
PERCENTAGE
CUMULATIVE PERCENTAGE
11
22
22
30
Staff should communicate better with customer. Store needs to be cleaner. The location needs Parking. The location needs to be closer. Other please specify. TOTAL
14
44
7 11
14 22
58 80
16
96
2 50
4 100
100
22
14
INTERPRETATION By analyzing the responses to this question, I as a researcher, can identify the improvement areas in 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.
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 is very 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 get things easily. According to research I found that most of the people were affected & attracted with offers and schemes. So, Big Bazaar should employ those people who are well trained to provide information to customer regarding new things to enhance its customer services. Consumer choose malls to shop because they all want variety and brands. According to customers it is economical as compared to other places. We can also say that location, variety conveniences and economical products are not the only thing which attract the customer but good customer service is one of the crucial factor that attract 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. Customer loyalty 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 the various attractive products displays. So pretty combination with good services should be done to retain customers. Quality play a major role because most respondent said that they want a quality product and thats 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. The following 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 customer efficiently 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. Same thing was done by Big Bazaar. Location, market, consumer perception analysis was done by big bazaar. In one year, much more diversification was done in it. And to retain customers they use many loyalty programs & IT techniques. Big bazaar, a part of future group is a hypermarket offering a huge array of goods of good 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 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 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
References 1. 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 edition 4. 5. Service Marketing by M.K Rampal Integrated service marketing (4th edition) by Zeithmal
Inte rnet web sites 1 2 3 4 5 6 bigbazaar.co.in literature review on bigbazaar.com retailseminar.in organizedretail.co.in google.com www.futuregroup.com
QUESTIONNAIRE
Respected Sir/Madam I am student of Guru Nanak Institute Of Manage ment, conducting survey on customer service with reference to big bazaar. All the data will be kept confidential and will be used just for analysis of the project. I request you to tick the option which in your opinion believes to be true.
Customers Name
Age :
Below Rs.10000
Under graduate
1)
How frequently do you visit Big Bazaar Once in a week Whenever the need arises
2) Yes
3) 4) 5) 6) 7) 8)
Staff was available in a timely manner. Staff greeted you and offered to help you. Staff answered your questions. Staff showed knowledge of the products/services. Staff was courteous throughout. Overall, how would you rate customer service of big bazaar?
Agree
Strongly
Agree
Your complaints are constructively handled. Staff delivers the appropriate service as promised. Staff communicate in a language that you understand.. The behavior of staff makes you feel that you
13)
for customers to find what they need. 14) The store layout at this store makes it easy
for customers to move around the store. 15) Big bazaar provides plenty of convenient
parking 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