project deepika 231.docx

7/23/2019 project deepika 231.docx

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A PROJECT REPORT

On

A STUDY ON CUSTOMER

SATISFACTION OF BIG

BAZAAR

Submitted to

PANJAB UNIVERSITY, CHANDIGARH

In the partial full!ent "f re#uire!ent "f !a$ter$ "f

%"!!er%e &M'%"!(

2014201!

By

DEEPIKA ARORA

(Roll No. 5851)

P"G De#$%tme&t o' Comme%(e

S)RI GURU GOBIND SING)

CO**EGE FOR +OMEN


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A()&o*+edeme&t

"I have taken efforts in this project. However, it would not have been possible without the

kind support and help of many individuals and organizations. I would like to extend my

sincere thanks to all of them.

I $m -i-+. i&debted to DR' MANPREET ,AUR 'o% -e% uid$&(e $&d (o&/t$&t

/u#e%i/io& $/ *e++ $/ 'o% #%oidi& &e(e//$%. i&'o%m$tio& %e$%di& t-e #%oe(t

$+/o 'o% -e% /u##o%t i& (om#+eti& t-e #%oe(t"

I would like to express my gratitude towards my parents member of GURU GOBIND

SING) CO**EGE FOR +OMEN for their kind co!operation and encouragement which

help me in completion of this project.

I would like to express my special gratitude and thanks to industry persons for giving me such

attention and time.

y thanks and appreciations also go to my colleague in developing the project and people

who have willingly helped me out with their abilities."

DATE 3 NAE 3

DEEPI5A AR6RA

C7ASS 3

C6 3 2&dSem


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R677

N6" 8981

P7ACE 3 CHANDIGARH

TAB*E OF CONTENT

Chapter

N"'

T"pi% Pa-e

N"'

Acknowledgement

1. Company Profile1.1 Introduction of Project1.2 Why has this Industry or Topic Been

elected1.! Introduction to Big Ba"aar

1.# Big Ba"aar $irakpur1.% &'jecti(es of Big Ba"aar1.) tudy Parameters of Big Ba"aar

2. Review of Literature2.1 *iterature +e(iew

3. Research Methodology!.1 +esearch &'jecti(e!.2 +esearch ,ethodology!.! ampling ,ethod

4. Data nalysis ! "nterpretation#. $indings%. Limitations&. 'uggestions(. Conclusion

Referencesnne)ure


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1"INTR6DUCTI6N

1"1INTR6DUCTI6N 6; PR6JECT

#s a part of our study of $% programme, we are given capstone project work to

develop our analytical faculties as professional students. In relation to the aforementioned

objective the project undertaken by us covers marketing analysis of national. &he study

converges on major giant in global market' (ig (azaar

1"2


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beginning. (ig (azaar plans to add much more to complete their customers shopping

experience.

If one looks at Indian bazaars, mandis, melas, they are environments created by traders to give

shoppers a sense of moment, of event, of place. &hey provide an inclusive environment where

men and women from all castes, creeds and classes can come and shop at the same place. &he

founders of (ig (azaar were from the beginning very clear that they had to reflect the look

and feel of Indian bazaars at their modern outlets, so that no customer would feel intimidated

with the surroundings.

In India most of us are not prepared for the consumerism that is setting in this country. 3e

underestimate how many people are going to fly and that is why our airports get crowded. 3eunderestimate how many people will speak on the phone for how many billions of minutes

and therefore our cell phone networks are always congested. (ut the minds responsible for the

huge success of (ig (azaar have captured and understood the force of consumerism that is

unfolding.

(ig (azaar2s all over India attract a few thousand customers on any regular day, and a lot

more if they are offering something extra on each buy, which they normally are4 #nd the sales

force at (ig (azaar along with the executives is prepared for them.

antaloon 0etail 5India6 1imited, is India7s leading retail company with presence across

multiple lines of businesses. &he company owns and manages multiple retail formats that

cater to a wide cross!section of the Indian society and is able to capture almost the entire

consumption basket of the Indian consumer. Head8uartered in umbai 5(ombay6, the

company operates through 9 million s8uare feet of retail space, has over - stores across :;

cities in India and employs over - corer for )? =;-;!--. It owns and operates multiple retail formats including

antaloons, (ig (azaar, )ood (azaar, $entral, *!@one, )ashion Atation, Bepot and many

others.

antaloon 0etail forayed into modern retail in ->>< with the launching of fashion retail

chain, antaloons in /olkata. In =;;-, it launched (ig (azaar, a hypermarket chain that

combines the look and feel of Indian bazaars, with aspects of modern retail, like choice,

convenience and hygiene. )ood (azaar, food and grocery chain and launch $entral, a first of


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its kind seamless mall located in the heart of major Indian cities, followed this. Aome of its

other formats include, $ollection I 5home improvement products6, *!@one 5consumer

electronics6, Bepot 5books, music, gifts and stationary6, #ll 5fashion apparel for plus!size

individuals6, Ahoe )actory 5footwear6 and (lue Aky 5fashion accessories6. It has recently

launched its retailing venture, futurebazaar.com.

&he group7s subsidiary companies include, Home Aolutions 0etail India 1td, antaloon

Industries 1td, +alaxy *ntertainment and Indus 1eague $lothing. &he group also has joint

venture companies with a number of partners including )rench retailer *tam group, 1ee

$ooper, anipal Healthcare, Caywalker2s, +ini Cony and 1iberty Ahoes. lanet 0etail, a

group company owns the franchisee of international brands like arks Apencer,

Bebenhams, Dext and +uess in India.

antaloon 0etail is listed on (A* and DA* with a turnover of 0s =,;-E crores for financial

year ended =;;E!;>. antaloon 0etail was selected as the (est of (est 0etailers in #sia by

0etail #sia!acific &op 9;; magazine in =;;F.

;utu%e G%ou#

antaloon 0etail is the flagship enterprise of the )uture +roup, which is positioned to cater to

the entire Indian consumption space. &he )uture +roup operates through six verticals' )uture

0etail 5encompassing all retail businesses6, )uture $apital 5financial products and services6,

and )uture (rands 5management of all brands owned or managed by group companies6,

)uture Apace 5management of retail real estate6, )uture 1ogistics 5management of supply

chain and distribution6 and )uture edia 5development and management of retail media6.

)uture $apital Holdings, the group7s financial arm, focuses on asset management and

consumer finance. It manages two real estate investment funds 5Horizon and /shitij6 and

consumer!related private e8uity fund, Indecision. It also plans to get into insurance, consumer

credit and other consumer!related financial products and services in the near future.

)uture +roup7s vision is to, "Beliver *verything, *verywhere, *very time to *very Indian

$onsumer in the most profitable manner." %ne of the core values at )uture +roup is, 7Indian2s7

and its corporate credo is ! 0ewrite rules, 0etain values.


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;utu%e G%ou# $&i'e/to

G)uture the word which signifies optimism, growth, achievement, strength, beauty, rewards

and perfection. )uture encourages us to explore areas yet unexplored, write rules yet

unwrittenJ create new opportunities and new successes. &o strive for a glorious future brings

to us our strength, our ability to learn, unlearn and re!learn our ability to evolve. 3e, in )uture

+roup, will not wait for the )uture to unfold itself but create future scenarios in the

consumer spaceand facilitate consumption because consumption is development. &hereby,

we will effect socio!economic development for our customers, employees, shareholders,

associates and partners.

%ur customers will not just get whatthey need, but also get them where, howand whenthey

need. 3e will not just post satisfactory results, we will write success stories. 3e will not just

operate efficiently in the Indian economy, we will evolveit. 3e will not just spot trendsJ we

will set trends by marrying our understanding of the Indian consumer to their needs of

tomorrow. It is this understanding that has helped us succeed. #nd it is this that will help us

succeed in the )uture. 3e shall keep relearning. #nd in this process, do just one thing.

Big Bazaar is a chain of shopping malls in India currently with => outlets, owned by the

antaloon +roup. It works on same the economy model as3al!artand has had considerable

success in many Indian cities and small towns. &he idea was pioneered by entrepreneur

/ishore (iyani, the head of antaloon 0etail India 1td.

$ities where stores are located are, #gra, #hmadabad, #llahabad, #mbala, #sansol,

(angalore, (hubaneswar, $hennai, $oimbatore, alakkad, /olkata, Belhi, Burgapur,

+haziabad, +urgaon, Hyderabad, Indore, 1ucknow, /anpur, angalore, umbai, Dagpur,

Dasik, anipat, une, 0ajkot, Aurat, &hane, &hiruvananthapuram, Kishakhapatnam.

(ig (azaar is not just another hypermarket. It caters to every need of customer2s family.

3here (ig (azaar scores over other stores is its value for money proposition for the Indian

customers. #t (ig (azaar, customer will definitely get the best products at the best prices !!

that2s what (ig (azaar guarantee. 3ith the ever increasing array of private labels, it hasopened the doors into the world of fashion and general merchandise including home
http://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Pantaloon_Grouphttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/w/index.php?title=Kishore_Biyani&action=edithttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Pantaloon_Grouphttp://en.wikipedia.org/wiki/Wal-Marthttp://en.wikipedia.org/w/index.php?title=Kishore_Biyani&action=edit


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furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will

surprise customer. #nd this is just the beginning. (ig (azaar plans to add much more to

complete customers shopping experience.

De#$%tme&t/ *it- t-ei% P%odu(t/

1@e&/ De#$%tme&t

)ormals5shirts and pants6

Ceans and &!shirts

ajor brands in this department' antaloon

2@ ;u%&itu%e De#$%tme&t

-. Bining &able=. (edroom #ccessories. Hall accessories 5Aofa sets, $hairs, $omputer table etc64" attresses

:@ Home D(o%

)lower vase

#rtificial )lowers

0eligious gifts

$andle stand

Lmbrellas

hoto )rames

#ssorted color Atones

)rame aintings

3ater falls 5artificial6


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1"4 BiB$>$$%Ci%$)#u%

i%$)#u%, J$&u$%. 21, 200.Bi,B$>$$%,I&di$E/+$%,e/t -.#e%m$%)et (-$i&,#$%t o't-e;utu%eG%ou#,tod$.$&&ou&(edt-e

+$u&(-o'it//to%ei&Ci%$)#u%to*&o'4o-$+i Di/t%i(t"S#%e$d

oe%4!,?49/F"'t",t-eBi,B$>$$%/to%e+o($ted$t P$%$/

Do*&to*&4$++,*i++ /e%e$/$(o&e&ie&t /-o##i&,

de/ti&$tio&'o%%e/ide&t/o'Ci%$)#u%$&ditE/&ei,-bou%i&,$%e$/"


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)ollowingarethecategoriesMsectiondevotedtospecificproductsMre8uirementsat

the@irakpur(ig(azaar'

FoodBazaar:#ll fooditems,pulses,grains,fruits,vegetables

Apparel:)or1adies,"ens,/idsforall season.3estern,ethnic,casuals

formals

Appliances:#ll kitchenapplianceslike"ixer+rander,&oaster,"icrowave,

Cuicer.

GM-Home:*ntirerangeofkitchenneed,Ltensils,.lastic!wear,Home!linen

GM-Fashion:#ccessories,1uggage,+ift itemsandmanymoreN

(ig(azaaristheflagshiphypermarket retail chainfrom)uture+roup,having

-;9storesthecountry.3ithitsmottoofGIssesastaauracchakahin nahinH,(ig

(azaarensuresthat all theproductsareofgood8ualityandofferedat thelowestprices..romising7moreforless7,(ig(azaar,offers-.F!lakhmass!marketproduct

ranges that aresoughtbyamajorityofIndianconsumers.It alsooffersahost of

value!addedservices.&hespecial discountsandpromotional offers,whichare

availableat regularintervals,maketheformat veryuni8ueanddistinct.&he

consumerexperiencesanewlevel ofstandardinprice,convenience,comfort,

8ualityandstoreservicelevels.

)uture+roup,ledbyitsfounderand+roup$*%,"r./ishore(iyani,isoneof

Indiasleadingbusinesshouseswithmultiplebusinessesspanningacrossthe

consumptionspace.3hileretail formsthecorebusinessactivityof)uture

+roup,groupsubsidiariesarepresent inconsumerfinance,capital,insurance,

leisureandentertainment,branddevelopment,retail real estatedevelopment,

retail mediaandlogistics.

1edbyitsflagshipenterprise,.antaloon0etail,thegroupoperatesover--millions8uarefeet ofretail spaceinoverFcitiesandtownsandF9rural


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locationsacrossIndia.Head8uarteredin"umbai 5(ombay6,.antaloon0etail

employsaround;,;;;peopleandislistedontheIndianstockexchanges.&he

companyfollowsamulti!format retail strategythat capturesalmost theentire

consumptionbasket ofIndiancustomers.Inthelifestylesegment,thegroup

operates.antaloons,afashionretail chainand$entral,achainof seamless

malls.Inthevaluesegment,itsmar8ueebrand,(ig(azaarisahypermarket

format that combinesthelook,touchandfeel ofIndianbazaarswiththechoice

andconvenienceofmodernretail.&hegroupsspecialityretail formatsinclude!

booksandmusicchain!BepotJsportswearretailer!.lanet AportsJelectronics

retailer!e@oneJhomeimprovement chainHome &ownJandrural retail chain

!#adharJamongothers.It alsooperatesthepopularshoppingportal,)uture

$apital Holdings,thegroupsfinancial armprovidesinvestment advisoryto

assetsworthoverO-billionthat arebeinginvestedinconsumerbrandsand

companies,real estate,hotelsandlogistics.It alsooperatesaconsumerfinance

armwithbranchesin-9;locations.%thergroupcompaniesinclude,)uture

+enerali,thegroupsinsuranceventureinpartnershipwithItalys+enerali

+roup,)uture(rands,abranddevelopment andI.0company,)uture1ogistics,

providinglogisticsanddistributionsolutionstogroupcompaniesandbusiness

partnersand)uture"edia,aretail mediainitiative.&hegroupspresencein

1eisure*ntertainment segment isledthrough,"umbai!basedlistedcompany

+alaxy*ntertainment 1imited.+alaxyincludesleadingleisurechains,Aports(ar

and(owling$o.andfamilyentertainment centres,)-=.&hroughitspartner

company,(lue)oods,thegroupoperatesaround-;;restaurantsandfoodcourts

throughbrandslike(ombay(lue,Apaghetti /itchen,Doodle(ar,&heApoon,

$opper$himneyand+elato.)uture+roupsjoint venturepartnersinclude!LA!basedstationeryproductsretailers!AtaplesJ"iddle*ast!based#xiom

$ommunicationsandIndia!based(lue)oods,1ibertyAhoes,&alwalkarsand

#sian*lectronics.

)uture+roupbelievesindevelopingstronginsightsonIndianconsumersand

buildingbusinessesbasedonIndianideas,asespousedinthegroupscorevalue

ofPIndianness.&hegroup

scorporatecredois,P0ewriterules,0etainvalues.


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1"8 6be(tie o' Bi B$>$$%&he central objective for earlier businesses of (ig (azaar was to bring in stability and

consolidation. &hey were built to enforce order. However, in the new era where nothing

remains constant, the dominant theme for businesses needs to be speed and imagination.

&he new macro!differentiator can be design. Besign is helping companies to sell

differentiated experiences and solutions that connect with the consumer2s emotions. It2s no

longer about selling products and services alone. Dor is it just about completing transactions.

*very time a customer walks in, it is an opportunity to build a relationship and invite the

customer to become a part of the transformational scenario. Besign management is helping

us position the customer at the center of every decision we take and also operate with true

entrepreneurial spirit.

T$%et (u/tome%/

(ig (azaar targets higher and upper middle class customers because there has been growth in

Indian middle class that has so far been used to buying apparel and groceries from small and

cluttered neighborhood market shops is fast realizing the joys of visiting malls that have

redefined the freedom to shop and entertain. Auch malls are the new temples of leisure and

weekend entertainment. India2s Dational $ouncil for #pplied *conomic 0esearch estimates

that the nation2s middle class population currently comprises about -< million households

>; million people with annual earnings ranging between O:,9;; 5Q=,:;;6 and O==,;;;

5Q--,


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woman2s salary is spent on apparel and footwear. *ating out, mobile phones and accessories

make up the other leading spending options. (ig (azaar specifically target young, working

professionals, home makers who are primary decision maker.

V$+ue 'o% mo&e.

#ll our lines of business are consumer centric and I believe that if we are to be in the larger

consumer space, we would need to keep changing, evolving and accordingly be flexible in our

business plans. $onsumers are the same everywhereJ we are only bound by our social

systems. &heir desires, greed2s and needs are similar. &he value for money proposition is so

ingrained in the Indian consumers mind that he needs to be shown true value all the time.

Im$e

Is se sasta aur accha kahin nahi Dothing captures the spirit of (ig (azaar better than this one

liner. It is a simple statement and yet it positioned at the top of Indian customers mind. It

shows that big bazaar was built on the foundation of entrepreneurship and simplicity. &hey

believe in service and value for the customers. &hey consider that it is their only duty to keep

customer in mind at every step, they go that extra mile and buy directly from source in bulk

so that they can get best rates by keeping the margin low.

(ig (azaar is constantly on the lookout for finding new ways and means to improve the

current state of affairs. &hus, innovation is a very important aspect of their working strategy.

&he other very important philosophy is that of Indianans. #ll the concepts and formats as well

as the way of doing things are very Indian.

1"! Stud. #$%$mete%/ o' Bi B$>$$%

In order to implement specific retail strategy managers prepare the ideal combination of

retail!mix variables and coordinate the activities of the different elements of the mix such as'

erchandise assortment

1ocation


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rice

Kisual merchandising

Aervices

#dvertising

romotion

ersonal selling

1" e%(-$&di/e

Gain objective of the store layout is to maximize the interface between customers and

merchandise It provides easy accessibility to the customers to view the offerings of the store.1ayout of the store has been strategically designed in order to make effective use of

merchandise and passage to draw customers2 attention on store2s offerings

(ig (azaar has a wide range of merchandise they have both branded and unbranded products

like '

Home lien items:1ike bed sheets, pillow covers, carpets to kitchen utility items like

steel utensils and crockery and other minor utility items re8uired in a house

Electronic items' like refrigerator, &.K, vacuum cleaner , music system, vacuum

cleaner, washing machine. *tc

Moile !one: # wide range of mobile phones and accessories is available at lowest

possible price

Furniture: #ll kinds of furniture is available that one may re8uire to decorate their

house.

"tar "itara' In this section all kinds of cosmetic items are made available

#pticians: In this section all brands and types fashion glasses are available

Men $adies and %ids wear: &his section includesfashion and casual wear for men

ladies and kids both branded and unbranded.

Foot wear: In this section footwear for men women and kids is made available.

Music' # wide collection of $Bs BKBs is made available

&o's' #ll kinds of toys for children is available

Stati"nar/. $++ )i&d o' o(e /t$tio&e%. $&d /t$tio&e%. 'o% /(-oo+ oi&

)id/ i/ $$i+$b+e


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2. 7o($tio&

(ig bazaar is located at - outlets in India, big bazaar locates its outlet near the commercial

area and residential complexes so that they can cover all their target customers *g ' their

outlet in (ig (azaar, @irakpur is located near commercial areas so that the working class

people can drop in and shop house hold items after office hrs.

&he choice of location of (ig (azaar in many ways captures the essence of what they were

doing! they adapt themselves to the habits tastes and preferences according to the location.

%ne of the distinct feature of their location is that it is easily accessible and they try to locate

their outlet in such a location where they can reach a large customer base.

:" Se%i(e/

(ig (azaar provides a wide range of services to its customers like &rial rooms , elevators, car

parking , security, baggage counter , trolleys so that one could shop easily

&hey even provide them with after sale services in case of buying electronic items. %ne of the

major service provided by them is one stop shop as one could get a whole range of items

under one shop and at the most reasonable price. &hey always have their outlets in such a

location where it is easy to commute.

&hey have also given major emphasis to convince for customers in which layout has played a

major role. &he layout of the store is so effective that customers find their way out of what

they want. (ig (azaar provides good employee service i.e. their salesmen are always ready to

provide help. *mployee service is often neglected as part of good retail marketing but

customer and employee interaction can be used as the significant tool for retail marketing.

4" Vi/u$+ me%(-$&di/i&


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Kisual merchandising at (ig (azaar uses GAtore display for promotional purpose, but as

customers are becoming more sophisticated, (ig (azaar has found various techni8ues for

effective display for providing information and communicating image of the store to the

customers, helping them in taking purchase decision and creating exciting shopping

environment (ig (azaar not only uses visual merchandising for promoting their product,

but they use it as a significant tool for creating appropriate store environment and influencing

purchase decision of customers.

&hey use danglers and hoardings at the entrance of the store as this may be a deciding element

in a consumer2s decision to enter a store. It uses various visual merchandising like it uses

remarkable window display for creating a shopping environment as it creates initiative

impression in the mind of customers as window display also sometimes become a decidingfactor whether to enter the store or not .

8" P%omotio&

(ig (azaar uses various promotional strategies like the prices on 3ednesdays are very low

compared to other retailers, this helps in bringing in a huge number of customers they even

have a concept of (B)G *A+ which means they give huge discounts to their customers on

the =F&Hof Can and on -9&H#ugust. %n such days they come up with promotional offers like

bring old items from your house and take huge discounts and freebies.

&hey come up with offers like

(a) S(-oo+ J$o 5-u/-i 5-u/-i

Biscounts on all school re8uirements like school bags, water bottles lunchboxes.

l3in a pencil case with every purchase worth 0s. 9;; above

lAend us your experience of the G(est day that you had in school the most

humorous one will get a free shopping trip worth 0s -,;;;M!

l1ucky draw shop for 0s -,;;; above, drop in your kids name into our drop box

-; lucky kids will get ;R off on an DII& course

lAhop for 0s 9;; above, drop in your kids painting the best painting will get

sponsored for an art course.

b@ Ste$+ $ de$+


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*ach object will have their individual price!tags. &he consumer bargains on the 0

with the counter sales girl. &he counter sales girl will be given a Glowest bargain slip

for each piece of merchandise. &he consumer who is able to match the best Glow

bargain walks away with her goodies.

(@ H$##. ;$t-e%/ D$.

+et caught shopping with your Bad on )ather2s Bay 5=;thCune6 get a =;R discount

on your total bill

Ahop for 0s 9;; above ! submit a picture if your Bad you the best pair wins a

complimentary dinner at $opper $himney

ake purchases worth 0s ;; above fill in a line on what your Bad means to you

win tickets to the latest blockbuster movie.

!" Ade%ti/i&

)ollowing are the media channel used'

5a6 Ne*/#$#e%: (ig (azaar uses newspaper as one of its media vehicle because most

of the population in urban areas is educated. &hey place their full page and half page

ads mostly in &imes of India or Hindustan times. &hey also give their ads in

newspaper in rural areas like GAangli in local language newspaper.

b@ R$dio 0adio is another media vehicle used by (ig (azaar in urban areas

G0adio mirchi is used and in rural areas G#ll India 0adio is used widely

for placing their ads.

(@ T"V &.K is also used as one of its media vehicle when they come up with huge

offers on the G(ig B#?s like the =FthCan and -9th#ugust.

?" P%i(e/


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&he prices at big (azaar are kept lowest possible in order to attract huge number of customers

theyhave the lowest prices on 3ednesday they are able to do so because they believe in bulk

buying which helps them in buying products at lower possible prices, by which in turn they

give the benefits to customers GIsse sasta aur accha kahin nahi is the mantra that they follow

and they stick by it while deciding on the prices of the products that they offer . Ao much so,

that on the days that (ig (azaar is offering any of its deals the stores all over are flooded with

customers .)or eg. %n the =Fthof C#D =;;F when (ig (azaar was running its promotional

offer J word about the low prices spread so 8uickly that they had an over whelming response

because of which a special team had to be called to manage the crowd. *ven on this day (ig

(azaar thought of its customers first and they ran the promotional offer for two more days so

that their loyal customers who had taken prestigious time in their day to stand in the 8ueuescould avail all the offers .&his day was marked as a day in the history of (ig (azaar as GA#(

A* A#A BID G.

9" Pe%/o&&e+ Se++i&

. &here are majorly two types of customersJ

%ne2s who prefer selecting their merchandise themselves and don2t ask for help unless

re8uired. &he other is of the type that re8uires assistance from the time they walk in the store

till the time they exit. (ig (azaar sales force is dressed up in yellow t!shirts. 3hile deciding

that the founders have looked in to the minute aspects of the customer2s psychology. &hey

found out that a sales man wearing formal clothes with a tie is normally intimidating to a

customer. *specially a customer who might not be as educated or sophisticated as the sales

man4 &he main aim of (ig (azaar has always been to cater to all kinds of customers. 3hich

also include the lower middle class. &herefore in an attempt to not make their varied

customers feel inferior big (azaar has made their sales force wear yellow t!shirts and yellowbeing a friendly colour it makes it easier for the customers to strike a conversation and seek

help.

&he other very minute aspect of customer psychology that the (ig (azaar sales force takes

care of isJ that the customer re8uires help only when re8uired .


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2"1 7ITERATURE REVIE F>

rarely E E

&otal -;; -;;

2:

!

9

Fre#uen%/

mo/t+.

'%eFue&t+.

%$%e+.

)9&E;E&A&)#9 :- &he first 8uestion asked to respondents was how often they visited big

bazaar and E out of -;; people to whom the 8uestion was asked said they visited it rarely whereas

F> out of -;; people said they visited big bazaar fre8uently and E out of -;; people said they

visited the big bazaar most of the times.

Are 'ou satisfied with the information aout products which is provided

'emplo'ees of ig azaar@

28


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Acale )re8uency ercentage 5R6

)ully satisfied =; =;

Aatisfied F; F;

Deutral =; =;

&otal -;; -;;

20

!0

20

Fre#uen%/

;u++. /$ti/ed

S$ti/ed

Neut%$+

) n t e r p r e t a t i o n'! it can be said the most of the customers are satisfied with the performance of big

bazaar as there is a high ratio of people who are either satisfied or fully satisfied with their

satisfaction level. &here were around E; R of people who are satisfied with the information about the

product displayed and are very happy to visit (ig ! (azaar again and again. &here were around =; R

of the respondent who were not much satisfied with (ig (azaar and have problem with the

information display at (ig (azaar.

ualit' "tandards of Big Bazaar products

2!


27/48

A$#1* )0*SL*D$? *0$*D+* 5R6 $LL1#&

Kery good -- --R --

+ood := :=R 9

%k = =R :

Kery (ad F FR -;;

&otal -;; -;;

Ve%. ood Good 6) B$d Ve%. B$d0

8

10

18

20

28

:0

:840

48

11

42

2:

19

!

) 9 & E ; E & A & ) # 9' ! (ig (azaar needs to work on the 8uality of the products as in today2s world

8uality is given priority. #s we came up with the results of the survey it was found out =:R of the

customers are not satisfied with the 8uality of the products. Ao, as to enhance the customer

satisfaction level, (ig (azaar should work on the 8uality of the products.

*o 'ou thin% BigBazaar should wor% on "tore $a'out which willma%e iteas'for

2?


28/48

>ustomers to find what the' need

A$#1* )0*SL*D$? *0$*D+* $LL1#

Atrongly agree R

#gree E ER --

Deutral E ER :>

Bisagree -: -:R F

Atrongly Bisagree <


29/48

Acale )re8uency ercentage $ummulative

+ood 9< 9 >R >F

(ad : :R -;;

&otal -;; -;;

8?

:

4

Fre#uen%/

Good

6)

B$d

) n t e r p r e t a t i o n : - (ig (azaar has got very good billing system. &here are multiple number of

8ueues for billing the billing process is very fast majority of the customers are satisfied with the

billing process, but around : R of the people suggested that there must be few more payment option

that includes payment through obile phones and (ig (azaar cards.

4hat aout the services could the' e improved

2


30/48

Acale )re8uency ercentage $umulat

Aervice can

be

: : :

Aervice could

: : E

Ataff should

communicate

= = -;

Atores need to

> > :>

&he stores needs

:< :< >F

&he location

>>

%thers - - -;;total -;; -;;

01020:04080

Fre#uen%/

;%eFue&(.

) n t e r p r e t a t i o n'! (ig (azaar should work on parking cleanliness issues as lot of customers have

problem with parking places cleanliness of the store. &hey should implement proper cleaning

charts give them to the cleaning staff heads an hourly inspection should be done by the

supervisors. #s according to my analysis about EFR of the respondents have a problem either due to

parking space or cleanliness of (ig (azaar.

:0


31/48

+our complaintCs are handled &imel' = >onstructivel'

A$#1* )0*SL*D$? *0$*D+* $LL1#

Atrongly agree == ==R ==

#gree =- =-R :

Deutral 9 9R >F

Bisagree R >>

Atrongly Bisagree - -R -;;

&otal -;; -;;

St%o&+. $%ee

A%ee

Neut%$+Di/$%ee

St%o&+. Di/$%ee

0 10 20 :0 40 80 !0

FRE7UENCY

;RELUENCY

)nterpretation'! ost of the respondents are very happy satisfied with the complaint handling

department of big bazaar. It2s a big positive for them. It was found out thatonly -R customers

strongly disagreed with the statement and R dis agreed with the statement, whereas 9R remained

neutral. Ao, we can say that there is scope for improvement for them.

:1


32/48

ate the overall >ustomer "ervice of Big Bazaar

A$#1* )0*SL*D$? *0$*D+* 5R6 $LL1#&I

*xcellent <


33/48

*oes the "taff >ommunicates in the language that 'ou understand

A$#1* )0*SL*D$? *0$*D+* 5R6 $LL1#&I

K*?es


34/48

How li%el' are 'ou to ecommend B)G BA!AA to 'our Friends and Famil'

Acale )re8uency ercentage 5R6 $ummulative

Kery Atrongly 2 2D 2

Atrongly . .D 07

Deutral .2 .2D /0

3on2t 2 32D .33

&otal .33 .33D

?2

14

12 2

Fre#uen%/

Ve%. St%o&+.

St%o&+.

Neut%$+


35/48

FI NDI NGS OF T)E REPORT

:8


36/48

FI NDI NGS OF T)E REPORT. 8

Bi B$>$$% i/ t-e &umbe% %et$i+e% i& I&di$ u&doubted+." It -$/

bui+t $ e%. /t%o& bo&d *it- $++ it/ (u/tome%/"

Bi B$>$$% $tt%$(t/ mo/t o' it/ (u/tome%/ due to it/ e(o&omi($+

#%odu(t/ *o%t-"

But t-e mo/t (%u(i$+ '$(to% t-$t $tt%$(t/ mo/t o' t-e

(u/tome%/ i/ it/ (u/tome% /e%i(e/"

A((o%di& to t-e %e/e$%(- it *$/ 'ou&d out t-$t mo/t o' t-e

(u/tome%/ *e%e $''e(ted due to it/ /(-eme/ #%omotio&/ t-$t

it #%omote/ o& i&de#e&de&(e d$., %e#ub+i( d$. et("

Bi B$>$$% -$/ to *o%) o& it/ /to%e +$.out, /o $/ t-e (u/tome%/($& et t-e

#%odu(t/ e$/i+. *it-out $&. #%ob+em" A/ 'o% &o* it/ $ bi i//ue

'o% t-e (u/tome%/"

T-e%e i/ $ $/t m$o%it. o' (u/tome%/ o' bi b$>$$% *-o ($me to

bi b$>$$% to bu. #%odu(t/ 'o% m$%%i$e #u%#o/e/ $/ t-e. 'i&d it

e%. e(o&omi($+ to ie to t-ei% d$u-te%/"

C+e$&+i&e// -.ie&i( (o&ditio&/ $%e $ bi i//ue 'o% t-e

m$&$eme&t i& it/ 'ood

:!


37/48

eet$b+e /e(tio&"

SUGGESTI6NS

A #%odu(t be(ome/ $ -it *-e& t-e (u/tome% i/ $*$%e $bout t-e#%odu(t" T-e #%omi&e&t too+ to i&(%e$/e $*$%e&e// o' #%odu(t i/

$de%ti/i&" Bi B$>$$% /-ou+d u/e $de%ti/i& $/ $ too+ to

i&(%e$/e it/ m$%)et /-$%e"

Bi B$>$$% /-ou+d #%omote $%iou/ &e* oMe%/ to $tt%$(t &e*

(u/tome%/"

T-e. /-ou+d&t (om#%omi/e *it- t-e Fu$+it. o' t-e #%odu(t

$/ Fu$+it. i/ t-e %/t mo/t #%io%it. o' t-e (u/tome%/"

T-e em#+o.ee/ /-ou+d be ie& #%o#e% t%$i&i& to de$+ *it-

t-e (u/tome%/"

To i&(%e$/e t-e /-$%e o' it/ +o.$+ (u/tome%/ Bi B$>$$%

/-ou+d #%omote (ou#o& /./tem /-ou+d di/t%ibute *ee)+.

(ou#o&/ to %eu+$% (u/tome%/"

o/t o' t-e (u/tome%/ o 'o% o& t-e /#ot bu.i& u/t be($u/e

o' $tt%$(tie di/#+$./" So, #%o#e% e.e ($t(-. (ombi&$tio&/

/-ou+d be ($%%ied out $(%o// t-e /to%e/ to $tt%$(t (u/tome%/

to bu. t-o/e t-i&/"

:?


38/48

T-e b$() bo&e o' %et$i+ bu/i&e// i/ ood (u/tome% /e%i(e/"

Cu/tome% +o.$+t. ($& o&+. be e$%&ed b. #%oidi& /$ti/'$(to%.

e(e++e&t /e%i(e/ to t-e (u/tome%/"

:9


39/48

C6NC7USI6N

T-u/ t-i/ %e#o%t $e u/ +ot/ o' +e$%&i& $&d (o++e(ti& d$t$

$bout t-e (om#$&. -e+#ed u/ to $&$+.>e t-e (o&/ume%/t-i&)i& $&d t-ou-t $bout t-e (om#$&."

A #$%t o' t-e 'utu%e %ou#, Bi B$>$$% i/ $ -.#e%m$%)et

*-i(- oMe%/ $++ )i&d/ o' ood/ o' ood Fu$+it. $t

$Mo%d$b+e #%i>e u&de% o&e %oo'" Bi B$>$$% -$/ oe%

mo%e t-$& 140 out+et/ i& diMe%e&t #$%t/ o' t-e (ou&t%.i& bot- t-e met%o (itie/ $/ *e++ $/ t-e /m$++ to*&/"

Bi B$>$$% -$/ $ e%. -e$+t-. *o%)i& e&i%o&me&t

'o++o*/ e%. ood /t%$teie/ 'o% em#+o.ee moti$tio&"

I& Bi B$>$$% t-e bo&d bet*ee& t-e em#+o.ee/

m$&$e%/ i/ e%. /t%o& -e$+t-." A++ t-e em#+o.ee/

*o%) $/ $ te$m #e%'o%m t-ei% dutie/ *-o+e -e$%ted+.

i& /u(- $ m$&&e% t-$t /$ti/'ie/ t-e (u/tome% t-e mo/t"

Bi B$>$$% $tt%$(t/ mo/t o' it/ (u/tome%/

t-%ou- $ e%. ood Ad ($m#$i&/"

:


40/48


41/48

1o" 5ot-$%i C"R" , ORe/e$%(- et-odo+o., Ne* Ae I&te%&$tio&$+

Pub+i($tio&/, 2&d Editio&, 2004"

11" So&t$))i C"N" 200:@ O$%)eti& $&$eme&t 5$+.$&i

Pub+i($tio&/"

I&te%&et *eb /ite/

1@ ***"bib$>$$%"(o"i&

2@ +ite%$tu%e %eie* o& ***"bib$>$$%"(om:@ ***"%et$i+/emi&$%"i&

4@ ***"o%$&i>ed%et$i+"(o"i&

8@ ***"oo+e"(om

!@ www.futuregroup.com

41
http://www.google.com/http://www.futuregroup.com/http://www.google.com/http://www.futuregroup.com/


42/48

ANNE9URE

0espected AirMadam

I am student of +uru +obind $ollege for 3omen, Aector!=F conducting survey on

Gromotional Atrategies of (ig (azaar. #ll the data will be kept confidential and will be

used just for analysis of the project. I re8uest you to tick the option which in your opinion

believes to be true.

Na!e

O%%upati"n

Se:

$+e

;em$+e

A-e

1020

20:0

:040

40 $&d $boe

42


43/48

0' )"5 "ften ;" /"u ' Are /"u $ati$fie; 5ith the inf"r!ati"n a?"ut pr";u%t$

5hi%h i$ pr"@i;e; ?/ e!pl"/ee$ "f ?i- ?a3aar=

;u++.

S$ti/'ied

S$ti/'ied

Neut%$+

4:


44/48

' 7ualit/ Stan;ar;$ "f Bi- Ba3aar pr";u%t$

Ve%. Good

Goo

d 6)

B$d

Ve%. B$d

2' D" /"u thin6 Bi- Ba3aar $h"ul; 5"r6 "n St"re *a/"ut

5hi%h 5ill !a6e it ea$/ f"r Cu$t"!er$ t" fin; 5hat the/nee;=

St%o&+. A%ee

A%ee

Neut%$

+

Di/$%

ee

St%o&+. Di/$%ee

44


45/48

' )"5 i$ the ?illin- pr"%e$$=

Goo

d 6)

bAD

48


46/48

' +hat a?"ut the $er@i%e$ %"ul; the/ ?e i!pr"@e;=

Se%i(e ($& be '$/te%=mo%e eMi(ie&t

Se%i(e (ou+d be '%ie&d+ie%

St$M /-ou+d (ommu&i($te bette% *it- (u/tome%/

Sto%e/ &eed to be (+e$&e%

T-e Sto%e &eed/ mo%e P$%)i& P+$(e

T-e +o($tio& &eed/ to be (+o/e%

' Y"ur %"!plaint$ are han;le; Ti!el/ C"n$tru%ti@el/

St%o&+. A%ee

A%ee

Neut%$

+

Di/$%

ee

St%o&+. Di/$%ee

4!


47/48

' Rate the "@erall Cu$t"!er Ser@i%e "f Bi- Ba3aar

E(e++e&t

Goo

d 6)

B$d


48/48

1' D"e$ the StaH C"!!uni%ate$ in the lan-ua-e that /"u

un;er$tan;

Ye/

No

Need/ Im#%oeme&t

04')"5 li6el/ are /"u t" Re%"!!en; BIG BAZAAR t" /"ur

Frien;$ an; Fa!il/=

Ve%. St%o&+.

St%o&+.

Neut%$+

project deepika 231.docx

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