Professional Documents
Culture Documents
A
PROJECT REPORT
ON
A STUDY OF CUSTOMER
SATISFACTION WITH REFERENCE TO
BIG BAZAAR
INSTITUTE OF MANAGEMENT &
RESEARCH, GHAZIABAD
Affiliated By AICTE
POST GARDUTE DIPLOMA IN MANAGEMENT (PGDM)
(2013-2015)
SUBMITTED BY:
BHAGATSINGH
PGDM-2013008
DECLARATION
I hereby declare that the Project report titled CUSTOMER
SATISFACTIONWITH 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 GARDUTE
DIPLOMA IN MANAGMENT(PGDM) at Institute of Management
& Research Ghaziabad.
Date:
BHAGAT SINGH
2013-15
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 satisfaction 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 Satisfactionreference to Big bazaar.First of
all I am extremely thankful to my college Institute of Management &
Research for providing me with this opportunity and for all its cooperation and
contribution. I also express my gratitude to my Project mentor and guide
Ms.AnanditaTyagi. 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.
BHAGAT SINGH
2013-15
Content
1
Introduction
Industry profile
Vision
10
Mission
11
12
13
14
Core value
15
Problem Discussion
16
Research Definition
17
Research Objective
18
Research Methodology
19
Research Design
20
21
Literature review
22
23
Customer Satisfaction
SWOT Analysis
24
Pictorial Representations
25
Finding
26
recommendation
27
Interpretation
28
Conclusion
1. Introduction
AStudy of customer satisfaction with reference to Big Bazaar .
5. Industry Profile:
About the company
Type
:KishoreBiyani
Parent
:Future Group
Website
: FutureBazaar.com
services supplied by over 30000 small, medium and large entrepreneurs and
The stores are customized to provide the feel of mandis and melas while offering the
modern retail feature like Quality, Choice and convenience. As the modern Indian
10
familys favorite retail store, Big bazaar is popularly known as the Indian
WalMart.On successful completion of ten years in Indian retail industry, in 2011, Big
bazaar has come up a new logo with new tag line Naye India ka Bazaar replacing
the earlier ones IsseSastaAurAcchaKahinNahin
FORMAT-2
CENTRAL:
Central, the showcase seamless mall concept is one of the more popular offerings in the
11
lifestyle segment that celebrates shopping in India. During the year, Central capitalized on its
positioning of being destination where citizens can just come and unwind, whether its for
shopping for a wide range of national and international brands, enjoying their favorite cuisine
at the multiple specialty restaurants and food courts or watching the latest movie releases at
the in-house multiplexes.
The most reputed brands are showcased in Central. It is also emerging as the destination of
first choice for new fashion brands in India. Central assures better visibility, instant
recognition, good quality and commercially viable space on the basis of the optimum space
utilization concept, taking the brand closer to the consumer. With brands within central
competing against the best brands in the country, it also allows benchmarking for these
brands.
The coming year will also witness many new concepts being introduced at all central malls.
Some of these concepts include communications (M Port and Gen M), electronics (E-Zone),
furniture and accents (Collection I), fitness equipments and wellness zones, books, music,
gifts & stationery (Depot) and fine dining restaurants etc. Some of the new alliances that the
group has entered into, like Etam and Lee Cooper will also share space within all Central
malls.
FORMAT-3
BIG BAZAAR
(Issesastaauracchakahinnahi!)
Big Bazaar has clearly emerged as the favorite shopping destination for millions of its
consumers, across the country, its success is a true statement to the emotional bonding it has
established with the Indian consumer, on account of its value offerings, a inspirational appeal
and service levels.
Shop till I drop! Big Bazaar has democratized shopping in India and is so much more than a
hypermarket. Here, customer find over 1, 70,000 products under one roof that cater to every
need of a family, making Big Bazaar Indias favorite shopping destination.At Big Bazaar,
customer get the best products at the best prices from apparel to general merchandise like
plastics, home furnishings, utensils, crockery, cutlery, sports goods, car accessories, books
12
and music, computer accessories and many, many more.Big Bazaar is the destination where
costumer get products available at prices lower than the MRP, setting a new level of standard
in price, convenience and quality.If you are a fashion conscious buyer who wants great
clothes at great prices, Big Bazaar is the place to be. Leveraging on the companys inherent
strength of fashion, Big Bazaar has created a strong value-for-money proposition for its
customers. This highlights the uniqueness of Big Bazaar as compared to traditional
hypermarkets, which principally revolve around food, groceries and general
merchandise.Boasting of an impressive array of private labels, Big Bazaar is continually
striving to provide customers with a complete look. So be it mens wear, womens wear,
kids wear, sportswear or party wear, Big Bazaar fashions has it all!
FORMAT-4
DEPOT
This largely untapped unorganized market for books and music with very few players, throws
up an enormous opportunity; something that prompted Pantaloon to make its foray through
its own format, Depot in 2005-06. Located as stand-alone stores and within most Pantaloons,
Central and Big Bazaar retail formats, Depots vision is to be a one-stop shop where
customers will find an extensive range of books, multimedia, toys, gifts and stationery,
thereby transforming the way books, music, multimedia and gifts are bought, sold and
perceived in India. This would be made possible by the creation of a portfolio of exclusive
titles, an Indian experience while shopping and connecting with the mind and soul through
different languages, ideas and tunes.
13
Fashion Station, which represents the companys offering of the latest in fashion for the
masses, has met with reasonable success since its launch in 2004-05. These thematic stores
that offer the most contemporary in fashion and accessories, is another of the value added
propositions that Pantaloon seeks to offer. The inspirational mass of consumers who are
bombarded with the latest in style through media penetration, hedonism and peer emulation,
need an outlet that meets their requirements of trendy, latest and yet affordable fashion.
Fashion Station is positioned to meet their requirements, and thereby take fashion to the
masses.
FORMAT-6
FOOD BAZAAR
Across India, food habits vary according to community, customs and geography. Food
Bazaar, through its multiple outlets addresses this. At the same time it offers best
14
quality products at wholesale prices to a wide cross section of the India population. Food
Bazaar effectively blends the look, touch and feel of the Indian bazaar with the choice,
convenience and hygiene that modern retail provides.The food and grocery division of the
company was launched in 2002-03 and has grown to 47 stores nationwide at the end of the
current financial year. Most stores are located within Big Bazaar, Central and Pantaloons and
act as strong footfall generators. There are separate stand-alone Food Bazaars as well. The
business contributed just fewer than 50 percent of value retailing, and about 20 per cent to
the companys turnover during 2005-06. Food Bazaar offers a variety of daily consumption
items which include staples, soaps and detergents, oils, cereals and biscuits. On the product
category side, the primary segregation is done on the basis of staples, fresh produce, branded
foods and home and personal care products.
FORMAT-7
HOME IMPROVEMENT
Some of the key factors contributing to growth in the housing sector in India are increasing
purchasing power increasing number of nuclear families, softer interest rates, easy
availability of finance schemes and an overall real estate boom across the country. There is a
shortage of more than 33 million dwelling units. With the average age of a homebuyer
reducing from 50 to sub-30, 4 million new homes are being bought annually.With every
house, a dream is planted to decorate the house. And this creates a demand for furniture,
electronics and home improvement products. Modern retail is ideally placed to capture a
significant chunk of consumer spend made by a new homebuyer. The market for home dcor
and improvement is largely unorganized and hence a new home owner has to literally visit
several markets and stores for meeting his home needs.With its presence in the modern retail
and consumer space, this nw concept was an opportunity for the company to leverage its
experience and offer the consumer an alternative solution to canalize his consumption needs.
15
FORMAT-8
ELECTRONIC ZONE
In the Rs.25000 crore consumer durable industries, which are growing at nearly 6 per cent
every year, E-Zone has already emerged as a force to reckon with. This lifestyle retail format
offers a never experienced before environment for shopping for the best in national and
international consumer electronic and durables brands.
It retails products ranging from music systems to laptops, from the latest plasma television
sets to DVD players, from washing machines to air-conditioners to name a few. Typically in
excess of 12,000 square feet in size, E-Zones are primarily stand-alone concepts, but are also
present within the companys Central malls. During the year 2005-06, the company had two
stand-alone E-Zones operational at Indore and Bangalore, coupled with another two E-Zones
within the Bangalore and Pune Central Malls. The company has earmarked significant
expansion in this format for the coming year, with nearly20 more E-Zones coming up across
the country.
FORMAT-9
HEALTH BEAUTY & WELLNESS
Beauty, appearance and health consciousness is on the rise across socio-economic segments
in the country. With rising disposable incomes matched by a spurt in lifestyle-induced
illnesses, people are more than willing to experiment and spend on health, beauty and
wellness. The Indian consumer spends almost 8 per cent of his wallet share on health, beauty
and wellness, translating into a tremendous opportunity for this nascent sector .A growing
emphasis on holistic and preventive healthcare hasled to a boom in the fitness and wellness
industry.
16
According to Kishore Biyanis 3-C theory, change and confidence among the entire
population is leading to rise in consumption, through better employment and income
which in turn is creating value to agriculture products across country.
9. Vision:
To deliver Everything, Everywhere, Every time for Every time for Every Indian
consumer in the most profitable manner.Indias transformation into the legendary
SonekiChidiya (golden bird), taking wings once again to reach greater heights
10. Mission:
company share the vision and belief that our customers and stakeholders shall be served only
by creating and executing future scenarios in the consumption space leading to economic
development. We will be the trendsetters in evolving formats, creating retail reality, making
consumption affordable for all customer segments for classes and for masses. We shall
infuse Indian brands with confidence and renewed ambition.
Company shall be efficient, cost conscious and committed to quality in whatever we do.
We shall ensure that our positive attitude, sincerity, humility and united determination shall be
the driving force to make us successful.
17
18
awarded the countrys most admired retailer award in value retailing and food retailing
segment at the India Retail Forum. A day before Diwali, the store at Lower Parel
becomes the first to touch Rs 10 million turnover on a single day.
2005
Launches a unique shopping program: the Big Bazaar Exchange Offer, inviting
customers to exchange household junk at Big Bazaar.
Electronic Bazaar and Furniture Bazaar are launched.
Big Bazaar and ICICI Bank launched ICICI Bank-Big Bazaar Gold credit card
program to reward its loyal customers.
2006
Big Bazaar launches Shakti, Indias first credit card program tailored for housewives.
Navaras the jewellery store launched within Big Bazaar stores.
2007
Big Bazaar partners with Futurebazaar.com to launch India's most popular shopping
portal.
Big Bazaar initiates the "Power of One" campaign to help raise funds for the Save The
Children India Fund.
Pantaloon Retail wins the International Retailer of the Year at US-based National Retail
Federation convention in New York and Emerging Retailer of
the Year award at the World Retail Congress held in Barcelona.
2008
Big Bazaar becomes the fastest growing hypermarket format in the world with the
launch of its 101st store within 7 years of launch.
Big Bazaar dons a new look with a fresh new section, Fashion@Big Bazaar
Big Bazaar joins the league of Indias Business Super brands. It is voted among the top
ten service brands in the country in the latest Pitch-IMRB international survey. Big
Bazaar initiated the Mega Saving "Monthly Bachat Bazaar" campaign, to provide
exceptional deals on groceries and food items during the first week of every month.
19
2009
Big Bazaar captures almost one-third share in food and grocery products sold through
modern retail in India Mahendra Singh Dhoni and Asin, youth icons of India, were
chosen as the brand ambassadors of Big Bazaar Big Bazaar announced the launch of
'The Great Exchange Offer'
2010
Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year.
Adjudged the Most Preferred Multi Brand Food & Beverage Chain, Most Preferred
Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop. Big Bazaar
connects over 30,000 small and medium Indian manufacturers and entrepreneurs with
around 200 million customers visiting its stores. VidyaBalanwas chosen as the brand
ambassador of Big Bazaar's PriceChallenge exercise
2011
For the convenience of the online customers, Big Bazaar has started free shipping on
all orders above Rs. 1000.
2012
Big Bazaar entered into a five year multi-million dollar deal with Cognizant
Technology Solutions for IT infrastructure services that support Future Group's
network of stores, warehouses, offices, and data centers.
20
online business venture of Future group, which sells an assortment of products such as
fashion, which includes merchandise for men and women, mobile handsets and
electronics like home theatres, video cameras, digital cameras, LCD TVs, kitchen
appliances and many more.
Discounts: Hftekasabsesasta din was introduced by Big Bazaar, wherein extraand
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
system or electronic articlesurveillance system, which detects the problem that has
attached tags or not.Future value retail on the value retail segments through the Big
Bazaar, Food Bazaar and KBs fair price formats.In a highly competitive retail
marketplace with changing consumer preference, different formats and large
geographical spread, retail logistic is a critical business activity.At Future Group we
believe the viability of a retail operation hinges as much on achieving efficient logistic
and supply chain as it does on attaining success at the front end.A seamless logistic
function to move our products from the manufacturer to our store shelves is at the heart
of our retail operation. Our robust presence in logistic and supply chain helps us move
million of products to customers each day of the year across India in the most efficient
and cost-efficient manner.
21
involves: customer oriented culture; an organization that centers on the customer; employee
empowerment; process ownership; team building; and Partnering with customers and
suppliers.
In the other words:
Improvement of the firms reputation and image.
22
Most companies say that they believe in great customer service, but few set up a system to
ensure that they provide it. To deliver excellent customer service takes both understanding
what your customers want and the way to see that they receive it.
23
24
The quality and reliability of research study is dependent on the information collected in a
scientific and methodological manner. Scientific planning of designing of research method is
a blue print for any research study. Therefore, proper time and attention should be given in
designing the plan of research. While proper definition of problem tells the researcher where
he has to go, proper design tells him how he should go. Selection of methodology for a
particular project is made easy by sorting out a number of alternative approaches, each of
them having its own advantage and disadvantages. Efficient design is that which ensure that
the relevant data are collected accurately.
The researcher has to think about what procedure and techniques should be adopted in the
study. He should arrive at the final choice by seeing that the methodology chosen for project
is indeed the best one, when compared with others.
25
Data Analysis
26
For quantitative data analysis, statistical tools of Microsoft excel and open stat are used for
data input and analysis. The statistics results are presented by graphical form with detail
description.
The Questionnaire is valid externally since the sample was able to represent the entire
population which gave me scope to generalize the results to entire population. The
structuring of questionnaire is done, in such a way that it has got internal validity. The level
of data used is of interval scale which makes the rating scale to be appropriate.
After collecting all the data the process of analysis begins. To summarize and rearrange the
data several interrelated procedure are performed during the data analysis stage. Data after
collection has to be presented in the form of tables, diagrams and graphs. It is only after
presentation that data can be analyzed, interpreted and inferences can be drawn.Thelikert
scale has been used for getting the responses through questionnaire.I used 5 point scale,
which are assigned to degree of satisfaction level of the respondent with regard to the
effectiveness of training which was imparted to them during the last year.
5
Strongly
Agree
Agree
Neither agree
nor disagree
Disagree
Strongly
Disagree
27
This chapter will give an overview of literature and models that are related to the research
problem presented in the previous chapter. This chapter will introduce the concepts of
customer satisfaction, service quality, relation between customer satisfaction and service
quality, traditional service quality dimensions, online service quality dimensions and service
quality model of online retailing in order to give a clear idea about the research area.
According to Kotler-Customer satisfaction depends on the products perceived performance
relative to buyers expectations. If the product performance falls short of expectations, the
customer is dissatisfied. If performance matches expectations, the customer is satisfied. If
performance exceeds expectations, the customer is highly satisfied or delighted.
Outstanding marketing companies go out of their way to keep important customers satisfied.
Highly satisfied customers make a repeat purchases and tell others about their good
experience with the product. The key is to match customer expectation with company
performance. Smart companies aim to delight customers by promising only what they can
deliver, then delivering more than they promise.
However, although the customer-centered firm seeks to deliver high customer satisfaction
relative to competitors, it does not attempt to maximize customer satisfaction.
A company can always increase customer satisfaction by lowering its price or increasing its
services. But this may result in lower profits. Thus, the purpose of marketing is to generate
customer value profitability. This requires a very delicate balance: The marketer must
continue to generate more customer value and satisfaction but not give away the house.
The gulf between satisfied customers and completely satisfied customers can swallow a
business.
28
29
cumulative experience made with a certain product or service rather than a transactionspecific phenomenon. There is general agreement that: Satisfaction is a persons feelings of
pleasureor disappointment resulting from comparing a product are perceived performance (or
outcome) in relation to his or her expectations. Based on this review, customer satisfaction is
defined as the result of a cognitive and affective evaluation, where some comparison standard
is compared to the actually perceived performance. If the perceived performance is less than
expected, customers will be dissatisfied. On the other hand, if the perceived performance
exceeds expectations, customers will be satisfied. Otherwise, if the perceived expectations
are met with performance, customers are in an indifferent or neutral stage. Customer
satisfaction is defined as a customers overall evaluation of the performance of an offering to
date. This overall satisfaction has a strong positive effect on customer loyalty intentions
across a wide range of product and service categories (Gustafsson, 2005). The satisfaction
judgment is related to all the experiences made with a certain business concerning its given
products, the sales process, and the after- sale service. Whether the customer is satisfied after
purchase also depends on the offers performance in relation to the customers expectation.
Customers form their expectation from past buying experience, friends and associates
advice, and marketers and competitors information and promises (Kotler, 2000). Factors
which determine the extent of expectations are: customer needs, total customer value and
total customer cost. It is mentioned by researchers who study customer choice that choosing a
product or service is only one of the stages customers go through. A purchase decision is
influenced by the buyers characteristics. These include cultural, social, personal and
psychological factors. In addition to the buyers characteristics, a purchase decision is
influenced by the buyers decision process. The typical buying process develops through five
stages: 1 new recognition; 2 information search; 3 information evaluation; 4 purchase
decision; and 5 post- purchase evaluation. Searching for information is a key stage of a
consumers decision-making process and may include a search for both internal and external
information. As the perceived risk of a purchase decision increases, consumers search for
more information in order to cope with uncertainties about the potential positive or negative
consequences.
30
Although buyers may skip or reverse some stages, basically they pass sequentially through
all five stages in buying a product. Value reflects what customers do in evaluating, obtaining,
using and disposing of the product or service. Values can be defined as principles or
standards of an individual as a whole. They reflect an individual judgment as to what is
valuable or important in life. Customer delivered value is a result of comparison of total
customer value with total customer cost. Information about the opinion of the customer
regarding a product or service is of essential importance, and can be obtained in several
ways, such as customer surveys, phone interviews, and customer panel discussions. It is also
important to measure customer orientation continuously. (Rampersad, 2001). What the
company thinks its customer wants Is not necessarily the same as What the company thinks it
has to offer is not necessarily the same as What the company actually offers is not necessarily
the same as How the customer experiences this is not necessarily the same as What the
customer really wants (Hubert Rampersad, 2001). Mohamed Zairi (2000) developed figure 4
which shows in order to have a continuous improvement of customer satisfaction there
should be a cycle which starts with listening to voice of customers then analyzing their
comments, developing actions and at the end implementing.
31
by
respondents.
For
example:
no-rectangular
distribution
means
misunderstanding a question, etc. After a simple pre-study the companies can find support for
their assumptions and simultaneously create a new, more effective, questionnaire. If we have
a set of customer demands and expectations we can translate them into technical product
features by using, e.g. the QFD methodology. Very important also is determining the specific
features, which mean a limited number of critical measures in order to avoid information
overload. There are various methods (various approaches) for (to) the measurement of
customer satisfaction.
32
It has goodwill of being a format of Future Group, which has pan India presence.
S Vast range of products under one roof helping in attracting customer and their
experience.
Own products.
Weakness
S
Opportunity
S
Threats
S
33
Ratings
Once in a week
35
Twice a week
22
Monthly once
43
50
45
43
40
35
35
30
25
Once in a week
22
20
Monthly once
15
10
5
0
Rating
Interpretation;
Twice a week
34
Ratings
Strongly Agree
57
Agree
31
Disagree
Strongly Disagree
60
57
50
Strongly Agree
40
Agree
31
30
Disagree
20
Strongly Disagree
10
Interpretation;:
Ratings
35
Ratings
Strongly Agree
11
Agree
47
28
Disagree
13
Strongly Disagree
50
47
45
Strongly Agree
40
35
Agree
28
30
25
20
15
13
11
Disagree
10
5
0
Ratings
Interpretation;
11%people strongly agree
47%people agree
28%people neither agree nor disagree
13%people disagree
1%people strongly disagree
Strongly Disagree
36
Ratings
Strongly Agree
15
Agree
45
29
Disagree
Strongly Disagree
50
45
45
40
Strongly Agree
35
29
30
Agree
Neither Agree nor Disagree
25
20
15
15
Disagree
9
10
5
Strongly Dis
2
0
Ratings
Interpretation;
15%people strongly agree
45% people agree
29%people neither agree nor disagree 9%people
disagree
2%people strongly disagrees
Ratings
Strongly Agree
30
Agree
54
11
Disagree
Strongly Disagree
60
54
50
Strongly Agree
40
30
Agree
30
20
11
10
0
Ratings
Interpretation;
30%strongly agree
54% agree
11% neither agree or disagree
5% strongly agree
Ratings
Strongly Agree
20
Agree
46
23
Disagree
10
Strongly Disagree
50
45
46
40
Strongly Agree
35
Agree
30
25
20
23
20
Disagree
15
Strongly Disagree
10
10
5
0
1
Ratings
Interpretation:
Ratings
Strongly Agree
22
Agree
29
31
Disagree
18
Strongly Disagree
35
31
29
30
25
Strongly Agree
22
Agree
20
18
15
10
Disagree
Strongly Disagree
0
Ratings
Interpretation;:
22%people strongly agree
29%people agree
31% people neither agree nor disagree and
18%people strongly disagree
Ratings
Strongly Agree
33
Agree
34
18
Disagree
13
Strongly Disagree
40
35
33
34
Strongly Agree
30
Agree
25
20
18
15
13
Disagree
10
Strongly Disagree
0
Ratings
Interpretation;
33%people strongly agree
34%people agree
18%people neither agree nor disagree
13%people disagree
2%people strongly disagree
Ratings
Strongly Agree
15
Agree
31
29
Disagree
22
Strongly Disagree
35
31
29
30
25
Strongly Agree
22
Agree
20
15
15
Disagree
Strongly Disagree
10
5
0
Ratings
Interpretation;
15%people strongly agree
31%people agree
29%people neither agree nor disagree 22%people
disagree
3%people strongly disagree
Ratings
Strongly Agree
34
Agree
36
16
Disagree
11
Strongly Disagree
40
35
36
34
30
Strongly Agree
25
20
Agree
Neither Agree nor Disagree
16
Disagree
15
11
Strongly Disagree
10
5
0
Ratings
Interpretation;
34%people strongly agree
36% people agree
16%people neither agree nor disagree
11% people disagree
3% people strongly disagree
Options
Ratings
Strongly Agree
17
Agree
47
24
Disagree
10
Strongly Disagree
50
47
45
40
Strongly Agree
35
Agree
30
24
25
20
17
Strongly Disagree
15
10
10
5
0
Ratings
Interpretation;
17%people strongly agree
47%people agree
24%people neither agree nor disagree 10% people
disagree,
2% strongly disagree
Ratings
Strongly Agree
22
Agree
30
27
Disagree
20
Strongly Disagree
35
30
30
25
27
Strongly Agree
22
20
20
Agree
Neither Agree nor Disagree
15
Disagree
Strongly Disagree
10
5
1
0
Ratings
Interpretation;:
22%people strongly agree,
30% people agree,
27%neither agree nor disagree,
20%people disagree,
1%people strongly disagree
Options
Ratings
Strongly Agree
16
Agree
42
16
Disagree
24
Strongly Disagree
45
42
40
Strongly Agree
35
30
Agree
24
25
20
16
16
15
Disagree
10
Strongly Disagree
0
Ratings
Interpretation;:
16%people strongly agree,
42%people agree,
16%people neither agree nor disagree,
24%people disagree,
2%people strongly disagree.
Ratings
Strongly Agree
25
Agree
39
19
Disagree
16
Strongly Disagree
45
39
40
35
Strongly Agree
30
25
20
25
Agree
Neither Agree nor Disagree
19
16
Disagree
15
Strongly Disagr
10
5
0
Ratings
Interpretation;
25%people strongly agree,
39%people agree,
19%people neither agree nor disagree, 16%people
disagree,
1%people strongly disagree.
Ratings
Strongly Agree
20
Agree
48
18
Disagree
13
Strongly Disagree
60
48
50
Strongly Agree
40
Agree
Neither Agree nor Disagree
30
20
20
Disagree
18
Strongly Disagree
13
10
1
0
Ratings
Interpretation;
20%people strongly agree,
48%people agree,
18%people neither agree nor disagree,
13%people disagree,
1%people disagree
Ratings
Strongly Agree
14
Agree
36
34
Disagree
11
Strongly Disagree
40
36
34
35
Strongly Agree
30
Agree
25
20
15
14
11
Disagree
10
5
5
0
Ratings
Interpretation;
14%peoplestrongly agree,
36%people agree,
34%people neither agree nor disagree,
11%people disagree,
5%people strongly disagree.
Strongly Disagree
Ratings
Yes
57
No
24
Sometimes
19
Ratings
60
57
50
40
Yes
30
24
No
19
20
10
0
Yes
Interpretation;
57%people say yes,
24%people say no
19% people say sometimes.
No
Sometimes
Sometimes
Ratings
Yes
52
No
48
Ratings
53
52
52
51
50
Yes
49
48
48
47
46
Yes
Interpretation;
52%people say yes,
48% people say no.
No
No
5. How would you rate products and services against other competitors?
If the scale is from 1to 10
30
27
25
20
18
19
17
15
Ratings
11
10
6
5
2
0
0
3
10
It is generally accepted by the customers that goods and services of Big Bazaar is
generally good. From the distribution given above itself it is clear that most people think
that goods and services of Big Bazaar is of average to good quality. The highest
frequency is at 8 in the rating scale. But it is also a concern that there is not even a
single response at rating 10 which shows the requirement of improvement in goods and
services.
25. Interpretation
Since the study was about customer satisfaction, I considered different parameters like store
location, layout, availability of product, pricing of product, promotion of product and interaction
of employees with customers.I evaluated this parameters on a rating scale (1-5) where 5 being
the highest and 1 being the lowest.About the store location and layout customers were highly
satisfied. There was only very few customers who were not satisfied about the layout and
location.Majority of people think that the store is just clean enough, and a large number of
people think that the store is average in cleanliness (neither very clean nor dirty)Regarding the
ambience of the store also people are just happy and not very happy (a feature may be common
with a store like Big Bazaar), but there are many people.who are being neutral in their opinion
which might be a reflection of requirement of a better shopping ambience).
In case of response to the question of being Big Bazaar as the store with lowest price in the area,
many people agree to this and this is an indication Big Bazaar is a low price storeMost people
doesnt have a strong opinion about goods in Big Bazaar being of high quality, most people
think of it as a reasonable quality. This can be mixed response coming out of two things. Firstly
the general belief of low quality associated with lower price and secondly Big Bazaar being a
trusted house for buying. So people just agree it to be of good quality.When compared with the
previous response about quality most people strongly agree that goods bought from big bazaar is
good value for money. Most people belong to the strongly agree and agree response category for
this question.
Nearly 50% of people agree that goods are well arranged but there is an almost equally
distributed mixed response from strongly agree to disagree to the availability of a wide range of
products in each category. Now this mixed response can be due to respondents being from
different buying category and may be in certain category there is a wide range of goods.
26 .Finding.
80% customer said that Big Bazaar provides very good facility to buy
Some of them offer discount sales and also send greetings to its loyal
customers
27. Recommendation.
1) Convert your customers into publicity agents. Develop an incentive for them to tell associates
and friends about the value of your products or services. An endorsement from them is more
effective than any amount of advertising - and it is much cheaper.
2) Surprise customers with unexpected value. If big bazaars sell products, include an
"unadvertised bonus" with every order. If big bazaars sell services, get into the habit of doing
something extra for every customer or client without charging for it.
3) Reward them each time they refer someone who becomes a customer. Your reward can be as
simple as a credit toward their next order from you.
4) The management of BigBazaar can improve their understanding of the role and capabilities
of advertising to improve customer relation and enhance loyalty. This understanding should in
turn results in a more effective and more efficient advertising campaign.
5) Visual Merchandising: It is often seen that the people come to the store to browse rather than
buy.
28. Conclusion
From the response it is clear that the customers of Big Bazaar are generally satisfied but there are
some area that Big Bazaar need to focus to increase customer satisfaction. From the responses
itself it is evident that customers are satisfied with certain categories of goods and certain areas
of services, but at the same time there are certain areas where customers have tend to disagree
with Big Bazaars goods and services. Now Big Bazaar needs to focus on these faulty areas,
improve them and then in turn improve customer satisfaction.
QUESTIONNAIRE
Respected Sir/Madam
I am student of Institute Of Management & Research Ghaziabad, conducting
survey on CustomerSatisfaction with reference to big bazaar. All the data
will be kept confidential and will be usedjust for analysis of the project. I request
you to tick the option which in your opinion believes to be true.
Customers Name
1. Age :
2. Gender:
M/F
Below Rs.10000
Rs.10000 Rs.20000
Rs.20000 Rs.30000
Above Rs.30000
4 Educational Qualification:
10th/12th
Graduate
Post Graduate
SECTION B: SATISFACTION WITH QUALITY OF SERVICE
b)Once in a week
a)
b)
c)
Serial
Particulars
Strongly
Agree
Neither
Disagree
Strongly
No
Agree
d)
e)
f)
g)
h)
i)
agree
nor
disagree
Disagree
b)No
Excellent good average fair poor
you understand
14)How do you find the overall behavior of the
15)Does big bazaar store layout at this store
makes it easy for customers to find what they
need.
16)Does The store layout at this store makes it
easy for customers to move around the store.
17)Does Big bazaar provides plenty of
convenient parking for customers.
18)Does Big bazaar accepts most major
credit cards .
19) Which areas would you suggest to be improved upon to achieve higher level of
customer satisfaction at big bazaar
(Rank in order of importance, 1 indicating highest priority and 5 lowest)
Particulars
Service can be faster/more efficient
Staff could be friendlier
Staff need to be trained for products
Billing time needs to be shorter
Store needs to be cleaner