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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)

UNDER THE GUIDANCE OF:


MR: SUBHASH KUMAR
(MARKETING MANAGER)
SUBMITED TO:

SUBMITTED BY:

MS; ANANDITA TYGI


IMR COLLEGE GHAZIABAD

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
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Introduction

Defining Customer Satisfaction:

Customer Satisfaction To A Company Can Be Defined As

Objective of the study

Industry profile

Brief History of the Company

Different formats of future group

Strategy of Big Bazaar

Vision

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Mission

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Innovations Of Big Bazaar

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Achievements And Awards

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Facilities Offered By Big Bazaar

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Core value

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Problem Discussion

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Research Definition

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Research Objective

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Research Methodology

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Research Design

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Limitations of the study

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Literature review

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Customer Satisfaction
SWOT Analysis

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Pictorial Representations

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Finding

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recommendation

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Interpretation

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Conclusion

1. Introduction
AStudy of customer satisfaction with reference to Big Bazaar .

2. Defining Customer Satisfaction:


It is a measurement or indicator of the degree to which customers or users of an
organizations products or services are pleased with those products or services.

3. Customer Satisfaction To A Company Can Be Defined As:


The company's ability to fulfill the business, emotional, and psychological needs of its
customers;
Quality of service delivery expected by the customers.
An internal drive to satisfy an unsatisfied need of customer.
Providing good service in a pleasant manner and meeting the customer's expectations;
The measure of the degree to which a product or service meets the customer's expectations;
Comparison of expectations versus actual experience.

4. Objectives of the study


-Track trends in customer satisfaction.
-Obtain feedback on specific service attributes.
-Areas to improve.

5. Industry Profile:
About the company

Type

: Public Retailing Industry

Head Quarters : Mumbai, Maharashtra, India.


CEO

:KishoreBiyani

Parent

:Future Group

Website

: FutureBazaar.com

Big Bazaar and Food Bazaar.


The company operates 120 Big Bazaar stores, 170 Food Bazaar stores, among other
formats, in over 70 cities across the country, covering an operational retail space of aver
6 million square feet. As a focuses entity driving the growth of the groups value retail
business, Future value Retail Limited (FVRL) will continue to deliver more value to its
customers, supply partners, stakeholders and communities across the country and shape
the growth of modern retail in India.Every day, Future group brings multiple products,
opportunities and services to millions of customers in India. Through over 15 million
square feet of retail space, it serves customers in 85 cities and 60 rural locations across
the country. Most of all, it helps India shop, save and realize and aspirations to live a
better quality of life every day.Future group understands the soul of Indian customers.
As one of Indias retail pioneers with multiple retail formats, it connects a diverse and
passionate community of Indian buyers, sellers and business. The collective impact on
business is staggering; around 220 million customers walk into our stores each year and
choose products and

services supplied by over 30000 small, medium and large entrepreneurs and

manufacturers from across India. And this number is set to grow.


Future group employs 35000 people directly from every section of our society. It
source suppliers from enterprises across the country, creating fresh employment,
impacting livelihoods, empowering local communities and fostering mutual
growth.Future group believes in the India dream and have aligned its business
practices to large objective of being a premier catalyst in Indias consumption-led
growth story. Working towards this end, future group are ushering positive socioeconomic change in communities to help the Indian dream fly high and the
sonekichidiya soar once again. This approach remains embedded in future group
ethos evenas it rapidly expands its footprints deeper into India.
BIG BAZAAR is a chain of hypermarket in India. Currently there are 120stores across
70 cities and towns in India. Big Bazaar id designed as an agglomeration of bazaar or
Indian market with clusters offering a wide range of merchandise including fashion and
apparels, food products, general merchandise, furniture, electronics, book, fast food and
leisure and entertainment section.

6. Brief History of the Company


Big bazaar was launched in September, 2001 with the opening of its first four stores in
Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there
are 120 Big bazaar stores in 70 cities and towns across India.Big Bazaar was started by
Kishore Biyani, the Group CEO And ManagingDirector of Pantaloon Retail.
Though Big bazaar was launched purely as a fashionformat including apparel,
cosmetics, accessory and general merchandise, over the years Big bazaar has included a
wide range of products and service offering under their chain. The current formats
include Big bazaar, Food bazaar, Electronic bazaar and Furniture bazaar. The
inspiration behind this entire retail format was from saravana stores, a local store in T.
Nagar, Chennai.

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

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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

7. Different Formats of Future Group


FORMAT -1
PANTALOON
Pantaloon Retail (India) Limited, is India's leading retail company with presence across
multiple lines of businesses. The 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. Headquartered in Mumbai (Bombay), the
company operates through 5 million square feet of retail space, has over 331 stores across 40
cities in India and employs over 17,000 people. The company registered a turnover of Rs.
2,019 crore for FY 2008-09.Pantaloon Retail forayed into modern retail in 1997 with the
launching of fashion retail chain, Pantaloons in Kolkata. In 2001, it launched Big Bazaar, a
hypermarket chain that combines the look and feel of Indian bazaars, with aspects of modern
retail, like choice, convenience and hygiene
Background:
Founded in 1987 as a garment manufacturing company, the company forayed into modern
retail in August 1997with the launch of its first department store, Pantaloons in Kolkata.

FORMAT-2
CENTRAL:
Central, the showcase seamless mall concept is one of the more popular offerings in the

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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

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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.

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Books, Music and Gifts


Reading as a habit is ingrained into the Indian psyche from time immemorial. However, it is
being increasingly associated with a select few. The company believes that existing formats
in the segment offer an intimidating environment that alienates the masses.The company has
therefore taken this initiative of launching a chain of books, music and gifts stores that will
once again democratize the reading habit in the country. The company believes that with
1.2billion people, the habit of reading can become a strong business proposition. Depot seeks
to work with communities in and around the area where it is located and hopes to attract the
entire family to spend quality time together. It is focusing on the introduction of old classics
and books in regional languages with an objective to make these affordable to a mass
audience.
FORMAT-5
FASHION STATION

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

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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.

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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.

8. Strategy of Big Bazaar

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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.

11. Innovations of Big Bazaar


Wednesday Bazaar

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Big Bazaar introduced the Wednesday Bazaar concept and promoted it as


HafteKaSabseSasta Din. It was mainly to draw customers to the stores
onWednesdays, when least number of customers is observed. According to the chain,
the aim of the concept is "to give homemakers the power to save the most and even the
stores in the city don a fresh look to make customers feel that it is their day".
SabseSasta Din
With a desire to achieve sales of Rs 26 Crore in a one single day, Big Bazaar introduced
the concept of "SabseSasta Din". The idea was to simply create a day in a year that
truly belonged to Big Bazaar. This was launched on January 26, 2006 and the result
was exceptional that police had to come in to control the mammoth crowd. The concept
was such a huge hit that the offer was increased from one day to three days in 2009 (24
to 26 Jan) and to five days in 2011 (22-26 Jan).
MahaBachat
MahaBachat was started off in 2006 as a single day campaign with attractive
promotional offers across all Big Bazaar stores. Over the years it has grown into a 6
days biannual campaign. It has attractive offers in all its value formats such as Big
Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar - catering to the entire
needs of a consumer.
The Great Exchange Offer
On February 12, 2009 Big Bazaar launched "The Great Exchange Offer", through with
the customers can exchange their old goods in for Big Bazaar coupons. Later,
consumers can redeem these coupons for brand new goods across the nation.

12. Achievements and Awards


2004
Big Bazaar wins its first award and national recognition. Big Bazaar and Food Bazaar

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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.

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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.

13. Facilities Offered By Big Bazaar


Online shopping: Big bazaar has an official website FutureBazaar.com, which is oneof
the most favorite sites among people of India for online shopping. Future bazaar is an

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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.

14. Core Values:


Indianness: Confidence in ourselves.
Leadership: To be a leader, both in thought and business.
Respect & Humanity: To respect every individuals and be humble in our conduct.

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Introspection: Leading to purposeful thinking.


Openness: To be open and receptive to new ideas, knowledge and information.
Valuing and Nurturing Relationships: To build long term relationships.
Simplicity & Positivity: Simplicity and Positivity in our thought, business and work.
Adaptability: To be flexible and universal laws of nature.
Flow: To respect and understand the universal laws of nature.

15. Problem Discussion


Although the internet channel increasingly has been used by many online shops; but many
online retailers are shut down. In a competitive market place understanding customers
needs become crucial. Therefore, companies have moved from a product-centric to a
customer- centric position. Customer retention is directly influenced by customer
satisfaction. Retention is a major challenge particularly in internet based services, as
customers can easily switch from one service provider to another at low cost. Considering
the high costs of acquiring new customers and the apparently high customer turn over of
many online services, it is very important to study the determinants of customer
satisfaction.Customer satisfaction is the key factor determining how successful the
organization will be in customer relationships, therefore it is very important to measure it.
Total quality management (TQM) is based on the idea of customer satisfaction a
management approach of an organization centered on quality, based on the participation of
all its members and aiming at long-term success through customer satisfaction and benefits
to all members of the

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.

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Reduction of customer turnover; increased attention to customer needs in TQM planning;.


Reduction of marketing costs and, vice versa, lower transaction costs.
Reduction of costs related to product/service failures; and lastly increased satisfaction among
personnel and greater stability of the workforce.
There are several benefits for quality to be found via market research, particularly in
measuring the satisfaction levels of current customers, determining customer needs for
product development, and analyzing customer retention and loyalty. To better manage
customer satisfaction, firms spend millions on effectively tracking the methods that guarantee
customer satisfaction, because the quantitative measurement of customer satisfaction is a
great help for comprehensively easuringthe effect of product quality on customer behavior.
As what Customer satisfaction as discussed above leads to profitability and service quality is
the main factor of it, especially in online trading, so it is clear that service quality indirectly
affects the stakeholders benefits.

USTOMWhy and how to measure Customer Satisfaction?

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.

16. Research Definition


The word research is derived from the Latin word meaning to know. It is a systematic and a
replicable process, which identifies and defines problems, within specified boundaries. It
employs well-designed method to collect the data and analyses the results. It disseminates the
findings to contribute to generalize able knowledge. The main characteristics of research

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presented below are:


Systematic problem solving which identifies variables and tests relationships between them.
Collecting, organizing and evaluating data.
Logical, so procedures can be duplicated or understood by others.
Empirical, so decisions are based on data collected.
Reductive, so it investigates a small sample which can be generalized to a larger population
Replicable, so others may test the findings by repeating it.
Discovering new facts or verify and test old facts.
Developing new scientific tools, concepts and theories, this would facilitate to take decision.
For the proper analysis of data simple statistical techniques such as percentage were use. It
helps in making more generalization from the data available. The data which will be
collected from a sample of population was assumed to be representing entire population was
interest. Demographic factors like income and educational background was used for the
classification purpose.

17. Research Objective:


The main objective of the study is to find out the level of satisfaction among the
customers.

To studythe customer satisfaction of customers of big bazaar

To Understandthe expectations and requirements of the customers. .

18. Research Methodology:

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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.

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19. Research Design:


Research design is the first and foremost step in methodology adopted and undertaking
research study. It is overall plan for the collection and analysis of data in the research project.
Thus it is an organized, systematic approach to be the formulation, implementation and
control of research project.
In fact a well planned and well balanced research design guards against collection of
irrelevant data and achieves the result in the best possible way.
Primary Data
Data which is collected from some primary sources are called primary data. Primary source
means the source of origin from where the data generate. Under this research the main tool
for collecting data was questionnaire.
Sample Information
I have used Random sampling method in Chaudhary mall ghaziabad Big Bazaar because it
assures that I will be able to represent not only the overall population, but also key subgroups
of the population, especially small minority groups.
Sampling Technique
Under simple random sampling I had Rated their suggestions, the customers of Big Bazaar
were subdivided into five homogeneous groups on the basis of their age that is called Strata.
Then a Strata of hundred customers were selected from each subgroup.
Size of sample
Since the degree of accuracy is directly proportional to the sample size, so I had taken a
sample of 100 customers. Since there are different categories of customers and these are less
homogenous so I had taken a large sample.
Sample unit
A decision has to be taken concerning the sampling unit before selecting the no. of samples.
It may be geographical as well as individual. In our research i have taken the Big Bazaar
[Ghaziabad] as our sampling unit out of which samples would be selected and surveyed

Data Analysis

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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

20. Limitations of the study:


Time limit is major constraints.
S As per company rules some information was disclosed.
S The respondents may not be true in filling up the questionnaire.
S The study was only confined to100 respondents.
S As the managers are busy in their daily schedules it is not possible for us to spend
more time in interaction and discussion with them.

21. Literature review

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

22. Customer Satisfaction


There are two principal interpretations of satisfaction within the literature of satisfaction as a
process and satisfaction as an outcome.Early concepts of Satisfaction research have typically
defined satisfaction as a post choice evaluative judgment concerning a specific purchase
decision
The most widely accepted model, in which satisfaction is a function of disconfirmation,
which in turn is a function of both expectations and performance. The disconfirmation
paradigm in process theory provides thegrounding for the vast majority of satisfaction studies
and encompasses four constructs expectations, performance, disconfirmation and
satisfaction. This model suggests that the effects of expectations are primarily through
disconfirmation, but they also have an effect through perceived performance, as many studies
have found a direct effect of perceived performance on satisfaction. Swan and Combs were
among the first to argue that satisfaction is associated with performance that fulfils
expectations, while dissatisfaction occurs when performance falls below expectations. In
addition, Poisz and Von Grumbkow view satisfaction as a discrepancy between the observed
and the desired. This is consistent with value-percept disparity Theory which was developed
in response to the problem that consumers could be satisfied by aspects for which
expectations never existed. The value-percept theory views satisfaction as an emotional
response triggered by a cognitive-evaluative process. In other words, it is the comparison of
the ``object to ones values rather than an expectation. Customers want a meeting between
their values (needs and wants) and the object of their evaluations. More recently, renewed
attention has been focused on the nature of satisfaction
emotion, fulfillment and state. Consequently, recent literature adds to this perspective in
two ways. First, although traditional models implicitly assume that customer satisfaction is
essentially the result of cognitive processes, new conceptual developments suggest that
affective processes may also contribute substantially to the explanation and prediction of
consumer satisfaction. Second, satisfaction should be viewed as a judgment based on the

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.

What we need to measure?


Organizations can understand the satisfaction of their customers through the number of
problem calls; the number of complaints by e-mail, phone, etc.; and/or the number of
returned products. It is somehow the measurement of customer dissatisfaction (no
satisfaction) and offers a possibility for the elimination of falls, not a possibility for product
development and product innovation. Companies should gather and analyze the suitable data,
which will provide relevant information to real customer satisfaction. It is important to
measure the right things, i.e. what is really important for the customers. There is the
possibility of wrong specifications or misinterpretations of what a customer actually wants
(the gap between what companies think customers probably want and what customers really
want). Criteria for the measurement of customer satisfaction must be defined by the customer.
Many organizations determine the criteria for measurement internally, but

31

suppliers rarely have an accurate understanding of customer priorities. It is a problem with


measuring the performance dimensions that are not critical drivers of value to the customers
(value in the eye of customers, not in the eye of organizations). The solution for this problem,
to provide real insight into the market needs, is to filter out irrelevant information and
concentrate on the few dimensions that really matter.
For evaluation of information, which we will achieve by pre-study, we can use the
histogram. The histogram shape shows how some questions in the questionnaire were
understood

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

23. SWOT Analysis


Strengths
S

Benefit of early entry into the retail industry.

Frequent offers for customer. (EDLP Every Day Least Price)

Point Of Purchase promotion

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.

Cleanliness & hygiene is up to the standard.

Diversified business operating all over India in retail industry

Weakness
S

No furniture to complete the offerings.

Very thin margin.

High perishable items like vegetables are kept.

Unavailability of popular Brand item with regards to clothing

Opportunity
S

Lots of potential in the rural markets.

Mood of optimism is creeping in the mind of consumers regarding facilities.

Can expand the business in smaller cities as there is lot of opportunity.

Threats
S

High business risk involved.

Lots of competitors coming up to tap the market potential (stiff competition)

Unorganized Retail sectors

33

24.Data analysis and interpretation:


1. How frequently you visit Big Bazaar?
Options

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;

35 % people once in a week and


22 % people twice in a week and
43 % people month in a once

Twice a week

34

2. Do you agree or disagree the following:


2(a) The store is conveniently located
Options

Ratings

Strongly Agree

57

Agree

31

Neither Agree nor Disagree

Disagree

Strongly Disagree

60

57

50

Strongly Agree

40

Agree
31

Neither Agree nor Disagree

30

Disagree

20

Strongly Disagree

10

Interpretation;:

Ratings

57 people strongly agree and


31 % people agree
7 % people neither agree nor disagree
4% people disagree and
1% strongly disagree

35

2(b) Parking is adequate


Options

Ratings

Strongly Agree

11

Agree

47

Neither Agree nor Disagree

28

Disagree

13

Strongly Disagree

50

47

45

Strongly Agree

40
35

Agree

28

30
25

Neither Agree nor


Disagree

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

2(c) The shop is well laid out


Options

Ratings

Strongly Agree

15

Agree

45

Neither Agree nor Disagree

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

2(d) Stores hours are convenient for my shopping needs


Options

Ratings

Strongly Agree

30

Agree

54

Neither Agree or Disagree

11

Disagree

Strongly Disagree

60

54

50
Strongly Agree

40
30

Agree

30

Neither Agree or Disagree Disagree


Strongly Disagree

20
11
10

0
Ratings

Interpretation;

30%strongly agree
54% agree
11% neither agree or disagree
5% strongly agree

2(e) The store is clean and tidy


Options

Ratings

Strongly Agree

20

Agree

46

Neither Agree nor Disagree

23

Disagree

10

Strongly Disagree

50
45

46

40

Strongly Agree

35

Agree

30
25
20

23

Neither Agree nor Disagree

20

Disagree

15

Strongly Disagree

10

10
5
0

1
Ratings

Interpretation:

20%people strongly agree and


46%people agree and
23%people neither agree nor disagree 10%people
disagree and
1%people strongly disagree

2(f) The store has pleasant shopping atmosphere


Options

Ratings

Strongly Agree

22

Agree

29

Neither Agree nor Disagree

31

Disagree

18

Strongly Disagree

35

31
29

30
25

Strongly Agree

22

Agree

20

18

15

Neither Agree nor


Disagree

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

2(g) The store has the lowest price in the area


Options

Ratings

Strongly Agree

33

Agree

34

Neither Agree nor Disagree

18

Disagree

13

Strongly Disagree

40
35

33

34
Strongly Agree

30
Agree

25
20

18

15

Neither Agree nor


Disagree

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

2(h) Goods sold is of the high quality


Options

Ratings

Strongly Agree

15

Agree

31

Neither Agree nor Disagree

29

Disagree

22

Strongly Disagree

35

31
29

30
25

Strongly Agree

22

Agree

20
15

Neither Agree nor Disagree

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

2(i) The goods sold is good value for the money


Options

Ratings

Strongly Agree

34

Agree

36

Neither Agree nor Disagree

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

2(j) Goods displays are attractive

Options

Ratings

Strongly Agree

17

Agree

47

Neither Agree nor Disagree

24

Disagree

10

Strongly Disagree

50

47

45
40
Strongly Agree

35

Agree

30
24

25
20

Neither Agree nor Disagree


Disagree

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

2(k) There is a good choice of product in each range


Options

Ratings

Strongly Agree

22

Agree

30

Neither Agree nor Disagree

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

2(1)the products you require are generally available

Options

Ratings

Strongly Agree

16

Agree

42

Neither Agree nor Disagree

16

Disagree

24

Strongly Disagree

45

42

40
Strongly Agree

35
30

Agree
24

25
20

16

Neither Agree nor


Disagree

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.

2(m) The special offers that are available well advertised


Options

Ratings

Strongly Agree

25

Agree

39

Neither Agree nor Disagree

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.

2(n) Employees are helpful and knowledgeable


Options

Ratings

Strongly Agree

20

Agree

48

Neither Agree nor Disagree

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

2(o) Home delivery service is good


Options

Ratings

Strongly Agree

14

Agree

36

Neither Agree nor Disagree

34

Disagree

11

Strongly Disagree

40

36
34

35

Strongly Agree

30
Agree

25
20
15

Neither Agree nor


Disagree

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

3. When a customer has a problem, this store shows a sincere interest in


solving it.
Options

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

4. This store is providing more offers comparing to other stores.


Options

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

a branded and quality products


Large variety of products are available ranging from clothes, food

items , electronic goods


Staff are provided constant training for various pecularities of customer
behaviour

Some of them offer discount sales and also send greetings to its loyal
customers

Customers are satisfied with the provided services

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

3Monthly Income Level:

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

5) How frequently do you visit Big Bazaar


a)Twice in a week

b)Once in a week

c)During Special offers

d)Whenever the need arises

a)

The store has the lowest


price in the area

b)

Goods sold is of the high


Quality

c)

The goods sold is good


value for the money

Serial

Particulars

Strongly

Agree

Neither

Disagree

Strongly

No

Agree

d)

Goods displays are


attractive

e)

There is a good choice of


product in each range

f)

The products you require


are generally available

g)

The special offers that are


available well advertised

h)

Employees are helpful


and knowledgeable

i)

Home delivery service is


good

agree
nor
disagree

Disagree

6) Are you happy with the location of Big Bazaar


a)Yes

b)No
Excellent good average fair poor

7)Was Staff available in a timely manner.


8)Has Staff greeted you and offered to help you.
9)Has Staff answered your questions.
10) Has Staff showed knowledge of the
products/services.
11)

Was Staff courteous throughout.

12) Are Your


complaints
constructively
handled ?
13) Does Staff communicate in a language that

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

The location needs to be closer


Store layout is to be improved
More Car Parking are is need
20)Any other suggestion to improve big bazaar customer experience

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