101010942 Big Bazaar Project

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

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.

Signature of Project Guide

(DR. SEEMA GIRDHAR)

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: Harleen Kaur

Roll no.: 6006

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.

Harleen kaur

Roll No.: 6006

INDEX

CONTENTS

1. INTRODUCTION

2. COMPANY PROFILE

3. MARKETING MIX

4. CUSTOMER SERVICES IN BIG BAZAAR

5. SWOT ANALYSIS

6. RESEARCH METHODOLOGY

7. DATA ANALYSIS

8. FINDINGS OF THE REPORT

9. CONCLUSION

10. RECOMMENDATIONS

11. BIBLIOGRAPHY

12. ANNEXURE: QUESTIONNAIRE

INTRODUCTION

Pantaloon Retail (India) Limited, is India’s 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 company’s 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 family’s 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. Wholetime Director

Mr Gopikishan Biyani

Mr Rakesh Biyani

3. Director

Mr Shailesh Haribhakti

Mr S.Doreswamy

Mr Darlie Koshy

Mr Anil Harish

BIG BAZAAR SUPER CENTER

Big Bazaar Hyper mart chain in India

Outlet 140 Outlets

Parent Group Future Group

Owner Kishore biyani

Founded 2001

Head Quarter Jogeshwari, Mumbai

Industry Retail

Tagline Is se sasta aur accha kahin nahi

OBJECTIVES

1. 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 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 P’S of Big Bazaar

PRODUCT MIX

Apparels Home Care Chill Station Farm Produce

Denims & Shirts Shampoos Soft Drink Fruits

Fabrics Detergents Packaged Juices Vegetables

Formal Wear Soaps Milk Items Imported Fruits

Casual Wear Liquid Wash Frozen Foods Dairy Products

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

CUSTOMER

SERVICES WITH

REFERENCE TO

BIG BAZAAR

Customer 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.

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 primary

decision maker.

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.

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 bazaar

The degree of customer satisfaction you deliver determines the level of

long- term success you will achieve in business.”

Customer satisfaction their top priority

Don't just make sales. Create customers - satisfied customers. In addition to the

Immediate profit they provide on the first sale, satisfied customers help you build

your business in 2 other important ways:

1. They become a reservoir of repeat buyers. For some businesses that means

repeat buyers for more of the same product or service. For every business, it

means buyers for additional products and services.

2. They automatically refer more business to you from their friends and business

contacts. This is highly profitable business for you because it doesn't cost you any time or money

to get it.

Customers services 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.

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 retailers

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 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.

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.

Competition from local retailers.

RESEARCH

METHODOLGY

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.

Meaning

Research Methodology is a set of various methods to be followed to find out various

information’s 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.

DATA COLLECTION TOOL

Data is collected from various customers through personal interaction. Some other information is

collected 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 to

evaluate according to any kind of subjective or objective criteria, generally the level of

agreement and disagreement is measured

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 respondent’s 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

FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

Below Rs.10000 2 4 4

Rs.10000 –

Rs.20000

10 20 24

Rs.20000 –

Rs.30000

12 24 48

Above Rs.30000 26 52 100

TOTAL 50 100

420

24

52

MONTHLY INCOME

Below Rs.10000

Rs.10000 – Rs.20000

Rs.20000 – Rs.30000

Above Rs.30000

INTERPRETATION

From 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

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.

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

0

5

10

15

20

25

30

SCHOOL GRADUATE POST GRADUATE

Educational qualifications

Educational qualifications

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.

0%10%20%30%40%50%60%70%80%90%

100%

Twice in a week

Once in a week

During Special offers

Whenever the need

arises

7 18 15 10

How frequently do you visit Big Bazaar.

How frequently do you visit Big Bazaar.

Ques. 2 Are you happy with the location of Big Bazaar.

SCALE FREQUENCY PERCENTAGE

Yes 33 66

No 17 34

TOTAL 50 100

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.

66

34

Are you happy with the location of Big Bazaar.

Yes

No

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

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%

48%

6%

10%

Staff was available in a timely manner.

EXCELLENT

GOOD

AVERAGE

FAIR

36% people rate this statement as excellent. Also 6% & 10% respondents rate it as average

and 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

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 .

0

2

4

6

8

10

12

14

16

18

20

EXCELLENT GOOD AVERAGE FAIR POOR

Staff greeted you and offered to help you

Staff greeted you and offered to help you

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

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.

0

5

10

15

20

25

Staff answered your questions.

Staff answered your questions.

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

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.

22

34

24

14 6

Staff showed knowledge of the products/services.

EXCELLENT

GOOD

AVERAGE

FAIR

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

0

5

10

15

20

Staff was courteous throughout.

Staff was courteous throughout.

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

EXCELLENT 4 8 8

GOOD 14 28 36

AVERAGE 23 46 82

FAIR 9 18 100

TOTAL 50 100

0

5

10

15

20

25

Overall, how would you rate customer service of big bazaar

8) Overall, how would you rate customer service of big bazaar

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.

Ques. 9 Your complaints are constructively handled.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY DISAGREE 8 16 16

DISAGREE 16 32 48

NEITHER AGREE NOR

DISAGREE

11 22 70

AGREE 10 20 90

STRONGLY AGREE 5 10 100

TOTAL 50 100

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.

Ques. 10 Staff delivers the appropriate service as promised.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 7 14 14

NEITHER AGREE NOR

DISAGREE

34 68 82

AGREE 9 18 100

0 5 10 15 20

STRONGLY DISAGREE

DISAGREE

NEITHER AGREE NOR …

AGREE

STRONGLY AGREE

8

16

11

10

5

Your complaints are constructively handled

9) Your complaints are constructively handled

TOTAL 50 100

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.

Ques.11 Staff communicate in a language that you understand.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY DISAGREE 2 4 4

DISAGREE 2 4 8

14

68

18

Staff delivers the appropriate service as promised

DISAGREE

NEITHER AGREE NOR DISAGREE

AGREE

NEITHER AGREE NOR

DISAGREE

4 8 16

AGREE 18 36 52

STRONGLY AGREE 24 48 100

TOTAL 50 100

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.

0

5

10

15

20

25

STRONGLY DISAGREE DISAGREE

NEITHER AGREE NOR DISAGREE AGREE

STRONGLY AGREE

22 4

18

24

Staff communicate in a language that you understand

Ques. 12 The behavior of staff makes you feel that you can trust them and have confidence in

them.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY DISAGREE 9 18 18

DISAGREE 16 32 50

NEITHER AGREE NOR

DISAGREE

21 42 92

AGREE 4 8 100

TOTAL 50 100

18

3242

8

The behavior of staff makes you feel that you can trust them and have confidence in

them.

STRONGLY DISAGREE

DISAGREE

NEITHER AGREE NOR DISAGREE

AGREE

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 3 6 6

DISAGREE 12 24 30

NEITHER AGREE NOR

DISAGREE

11 22 52

AGREE 14 28 80

STRONGLY AGREE 10 20 100

TOTAL 50 100

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

STRONGLY DISAGREE 15 30 30

DISAGREE 9 18 48

0 5 10 15

STRONGLY DISAGREE

DISAGREE

NEITHER AGREE NOR DISAGREE

AGREE

STRONGLY AGREE

The store layout at this store makes it easy for customers to find what they need.

The store layout at this store makes it easy for customers to find what they need.

NEITHER AGREE NOR

DISAGREE

12 24 72

AGREE 6 12 84

STRONGLY AGREE 8 16 100

TOTAL 50 100

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.

0%10%20%30%40%50%60%70%80%90%

100%

15 9 12 6 8

The store layout at this store makes it easy for customers to move around the store.

The store layout at this store makes it easy for customers to move around the store.

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

DISAGREE

10 20 86

AGREE 5 10 96

STRONGLY AGREE 2 4 100

TOTAL 50 100

36

30

20

10 4

Big bazaar provides plenty of convenient parking for customers

STRONGLY DISAGREE

DISAGREE

NEITHER AGREE NOR DISAGREE

AGREE

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.

Ques. 16 Big bazaar accepts most major credit cards.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

NEITHER AGREE NOR

DISAGREE

8 16 16

AGREE 19 38 54

STRONGLY AGREE 23 46 100

TOTAL 50 100

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.

Ques. 17 What about the service could be improved?

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

Service can be faster/more

efficient .

11 22 22

Service could be

friendlier.

4 8 30

0

5

10

15

20

25

NEITHER AGREE NOR DISAGREE

AGREE STRONGLY AGREE

8

19

23

Big bazaar accepts most major credit cards.

Big bazaar accepts most major credit cards.

Staff should communicate

better with customer.

7 14 44

Store needs to be cleaner. 7 14 58

The location needs

Parking.

11 22 80

The location needs to be

closer.

8 16 96

Other please specify. 2 4 100

TOTAL 50 100

22

8

14

14

22

16

4

What about the service could be improved

Service can be faster/more efficient .

Service could be friendlier.

Staff should communicate better with customer.

Store needs to be cleaner.

The location needs Parking.

The location needs to be closer.

Other please specify.

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.

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 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 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. 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. Service Marketing by M.K Rampal

5. Integrated service marketing (4th edition) by Zeithmal

Internet web sites

1 bigbazaar.co.in

2 literature review on bigbazaar.com

3 retailseminar.in

4 organizedretail.co.in

5 google.com

6 www.futuregroup.com

QUESTIONNAIRE

Respected Sir/Madam

I am student of Guru Nanak Institute Of Management, 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 :

Monthly Income Level: Below Rs.10000

Rs.10000 – Rs.20000

Rs.20000 – Rs.30000

Above Rs.30000

Educational Qualification: Under graduate

Graduate

Post Graduate

1) How frequently do you visit Big Bazaar

Twice in a week Once in a week

During Special offers Whenever the need arises

2) Are you happy with the location of Big Bazaar

Yes No

Excellent good average fair poor

3) 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 Agree

9) 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 you

can trust them and have confidence in them.

13) The store layout at this store makes it easy

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