[A STUDY ON CUSTOMER ENGAGEMENT IN BIG BAZAAR WITH REFERENCE

DAVANGERE]

INTRODUCTION

Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail

formats in both the value and lifestyle segment of the Indian consumer marker.

Headquartered in Mumbai (Bombay), the company operates over 5 million square feet of

retail space, has over 450 stores across 40 cities in India and employs over 18,000people.

The company’s leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a

uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look,

touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and

quality and Central, a chain of seamless destination malls. Some of its other formats include,

Depot, Shoe Factory, Brand Factory, Blue Sky, Fashion Station. The company also operates

an online portal, futurebazaar.com.

As customers tastes and preferences are changing, the market scenario is also changing from

time to time. It is the changing tastes and preference of customer which has bought in a change

in the market. Income level of the people has changed. New generation people are no more

dependent on haat market and far off departmental stores. Today we can see a new era in market

with the opening up of many departmental stores, hyper market, shoppers stop, malls, branded

retail outlets and specialty stores. . My study is based on a survey done on customers of a

hypermarket named big bazaar. Big bazaar is a new type of market which came into existence in

India since 1994. It is owned by pantaloon retail India Ltd. It is a type of market where various

kinds of products are available under one roof. My study is on determining the customers buying

behavior of customers in big bazaar and the satisfaction level of customers in big bazaar. My

study will find out the current status of big bazaar and determine where it stands in the current

[INSTITUTE OF MANAGEMENT STUDIES,DAVANGERE UNIVERSITY] Page 1

[A STUDY ON CUSTOMER ENGAGEMENT IN BIG BAZAAR WITH REFERENCE DAVANGERE]

market. This market field survey will help in knowing the present customers tastes and

preferences. It will help me in estimating the customers future needs, wants & demands.

[INSTITUTE OF MANAGEMENT STUDIES,DAVANGERE UNIVERSITY] Page 2

[A STUDY ON CUSTOMER ENGAGEMENT IN BIG BAZAAR WITH REFERENCE DAVANGERE]

COMPANY

PROFILE

[INSTITUTE OF MANAGEMENT STUDIES,DAVANGERE UNIVERSITY] Page 3

BIG BAZAAR
Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It is a

subsidiary of Future Group Venture Ltd's, and follows the business model of United States-based

Wal-Mart. Facilities offered by Big Bazaar Online shopping: Big Bazaar has an official

website, FutureBazaar.com, which is one of the most favorite sites among people of India for

online shopping. Future Bazaar is an online business venture of Future Group, which sells an

assortment of products such as fashion, which includes merchandise for men and women, mobile

accessories, mobile handsets and electronics like home theatres, video cameras, digital camera,

LCD TVs, kitchen appliances and many more.

Discounts: “Hfte ka sabse sasta din was introduced by the Big Bazaar, wherein extra and

special discounts were offered on Wednesday every week, to attract the potential buyers into

their store.

Security check: At each exit of Big Bazaar, they use alarm systems or Electronic Article

Surveillance system, which detects the products that has attached tags or not.

1. Big Bazaar is a chain of hypermarket in India, which caters to every family’s needs and

requirements.

2. Big Bazaar has released the doors for the fashion world, general merchandise like sports

goods, cutlery, crockery, utensils, and home furnishings etc. at best economical prices.

3. Big Bazaar group offers more than 100 stores all over the country with an amalgamation

of Indian bazaars’ feel and touch with a convenience and choice of the modern retail facilities

4. The worldwide country chain, Big Bazaar, is formed by CEO of Future Group, Mr.

Kishore Biyani. Their basic attraction associated with reasonable prices is their Unique Selling

Price.
5. Big Bazaar has become a massive hit with lower middle-class and middle class people as

a major client base.

6. Reflect the look and feel of Indian bazaars at their modern outlets.

GROUP VISION

“To deliver Everything, Everywhere, Everytime to Every

Indian Consumer in the most profitable manner.”

GROUP MISSION

1 We share the vision and belief that our customers and stakeholders shall be served only by

creating and executing future scenarios in the consumption space leading to economic

development.

2 We will be the trendsetters in evolving delivery formats, creating retail realty, making

consumption affordable for all customer segments – for classes and for masses.

3 We shall infuse Indian brands with confused and renewed ambition

4 We shall be efficient and cost-conscious and committed to quality in whatever we do.

Board of directors

1. Managing director

Mr kishore Biyani

2. Wholetime Director

Mr Gopikishan Biyani

Mr Rakesh Biyani

3. Director

Mr Shailesh Haribhakti

Mr S.Doreswamy

Mr Darlie Koshy

Mr Anil Harish
BIG BAZAAR SUPER CENTER

Big Bazaar Hyper mart chain in India

Outlet 140 Outlets

Parent Group Future Group

Owner Kishore biyani

Founded 2001

Head Quarter Jogeshwari, Mumbai

Industry Retail

Tagline Is se sasta aur accha kahin nahi

OBJECTIVES

1. To analyze how the mix influence the customer satisfaction level.

2. To determine the current status of big bazaar.

3. To study the satisfaction level of customers with regard of big bazaar.

4. To find out the buying behavior of the customers coming in to Big Bazaar.

5. To identify main competitors of Big Bazaar with regard to services.

IMPORTANCE OF STUDY

Its provide guideline for further research in area for organized retail. Research says about

customer buying behavior towards Big Bazaar. The research is also important to identify Market

size, growth and Market Potential of Big Bazaar. The research shows future Scenario of Big

Bazaar in current perspective. The study shows Opportunities and challenges for Big Bazaar

respect of internal & external environment. Research say about main competitors in the field of

organized retail sectors. The study provide guideline to further extension of Big Bazaar. The

study provide help to know the customers satisfaction with Big Bazaar stores.

SCOPE OF STUDY

The scope of this research is to identify the buying behavior of customers of Big Bazaar. This

research is based on primary data and secondary data. This study only focuses on urban buying

behavior of customers. The study does not say anything about rural buying behavior of customer

because rural norms/status/attitude & acceptance of the rural customers differs with urban

customers. It provides help to further the research for organized retail sector. It aim to understand

the skill of the company in the area like technological advancement, competition in management.
CORE VALUES

1 Indianness-Confidence in ourselves

2 Leadership-To be leader in thought & business

3 Openness-To be open in & receptive to new ideas, knowledge & information

4 Adaptability-To be flexible & adaptable, to meet new challenges.

MARKETING MIX
4 P’S of Big Bazaar
PRODUCT MIX

Apparels Home Care Chill Station Farm Produce

Denims & Shirts Shampoos Soft Drink Fruits

Fabrics Detergents Packaged Juices Vegetables

Formal Wear Soaps Milk Items Imported Fruits

Casual Wear Liquid Wash Frozen Foods Dairy Products

PRICE MIX

Value Pricing (EDLP)

Promotional Pricing

Low Interest Financing

Psychological Discounting

Special Event Pricing


Time Pricing

Bundling
PLACE MIX

Initially Identifies Future/Potential development areas.

Acquire such areas at an early phase before the real estate value booms.

Located at high traffic areas.

Design to look crowded.

PROMOTION MIX

“Saal Ke Sabse Saste 3 Din”

Future Card(3%Discount)

Advertising(Print ads, TV Ads, Radio)

Brand Endorsement by M.S DHoni

Exchange Offer

Weekend Discount

Point of Purchase Promotion

 CUSTOMER

SERVICES WITH

REFERENCE TO

BIG BAZAAR
Custome r service is the provision of services to customers before, during and after a purchase.

According to Turban “Customer service is a series of activities designed to enhance the level of

customer satisfaction – that is, the feeling that a product or service has met the customer

expectation."

Its importance varies by product, industry and customer; defective or broken merchandise can be

exchanged, often only with a receipt and within a specified time frame. Big Bazaar will often

have a desk or counter devoted to dealing with returns, exchanges and complaints, or will

perform related functions at the point of sale; the perceived success of such interactions being

dependent on employees "who can adjust themselves to the personality of the guest,"

Customer service plays an important role in an organization's ability to generate income and

revenue. From that perspective, customer service should be included as part of an overall

approach to systematic improvement. A customer service experience can change the entire

perception a customer has of the organization.

Customer support is a range of customer services to assist customers in making cost effective and

correct use of a product. It includes assistance in planning, installation, training, trouble shooting,

maintenance, upgrading, and disposal of a product.

A multi-task position drawing on extensive CUSTOMER SERVICE experience to advance a

proven track record for developing and maintaining key accounts and improving departmental

efficiencies.
Objectives of Customer Services

Provide customers and staff with clear standards and expectations

Ensure all customer contact reaches an appropriate conclusion

Minimize incidences of repeat contact

Seek to provide a seamless service for customers

Provide equal and easy access to our services at a time, place and channel that meet the

needs of residents, businesses and other stakeholders

Cater for customers needs irrespective of age, gender, physical or financial ability, ethnic

origin, race, religion or geographical location

Provide a prompt, courteous and knowledgeable response to all customer enquiries.

Equip our staff to provide customers with an excellent standard of service

Enable our customers to provide feedback easily, through complaints, customer surveys, etc

Use customer compliments, comments and complaints to drive improvements to service

Improve the speed, quality and consistency of response to enquiries by having

our information in a format that can be easily accessed

Customer Segmentation of Big Bazaar

Big Bazaar target higher & upper middle class customers.

The large and growing young working population is a preferred customer segment.

Big Bazaar specially targets working women & home markets who are the primary decision

maker.

Good customer service is the lifeblood of any business. You can offer promotions and slash

prices to bring in as many new customers as you want, but unless you can get some of

those customers to come back, your business won't be profitable for long.

Good customer service is all about bringing customers back. And about sending them away

happy - happy enough to pass positive feedback about your business along to others, who may

then try the product or service you offer for themselves and in their turn become repeat

customers.

Big bazaar use 8 golden rules to deal with Customer Services.

Answer the phone.

Don’t make promise unless you will keep them.

Listen to your customer.

Deal with complaints.

Be helpful.

Train your staff to be always helpful, courteous and knowledgeable.

 Take the extra step.

Throw in something extra.

Customer satisfaction in big bazaar

The degree of customer satisfaction you deliver determines the level

of long- term success you will achieve in business.”

Customer satisfaction their top priority

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

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

build your business in 2 other important ways:

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

means repeat buyers for more of the same product or service. For every

business, it means buyers for additional products and services.

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

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

money to get it.

Customers services offered by Big Bazaar

Online shopping: Big Bazaar has an official website, FutureBazaar.com, which is one of the most

favorite sites among people of India for online shopping. Future Bazaar is an online business

venture of Future Group, which sells an assortment of products suc h as fashion, which
includes merchandise for men and women, mobile accessories, mobile handsets and electronics

like home theatres, video cameras, digital camera, LCD TVs, kitchen appliances and many

more. Discounts: “Hfte ka sabse sasta din was introduced by the Big Bazaar, wherein extra

and special discounts were offered on Wednesday every week, to attract the potential buyers into

their store.

Security check: At each exit of Big Bazaar, they use alarm systems or Electronic Article

Surveillance system, which detects the products that has attached tags or not.

Customer oriented Strategy

Attracting & retaining customers.

Uses Non- Traditional Strategy.

Moving demo-trolley.

Used young population as strategic blessing.

Attractive Design, interior & good atmosphere.

Competitors of Big Bazaar with regard to services

Wal-Mart

Reliance

Shoppers stop

Vishal mega mart

Local retailers

Big Bazaar targets to be achieved

The aim is to increase the retail business to around 30 million square feet by 2011

as compared to 8 million square feet of now.

To become a substantial part of every Indian’s wallet.

To get across 30% of the population of entire nation which is now just 8%.

To increase organized retail from 3% to at least 18-20% in next 2 years.

SWOT ANALYSIS
1. Strengths

Everyday low pricing

Point of purchase

Experience marketing team executive staff

Emphasis on providing total customer satisfaction

Variety of stuff under single roof

Maintain good employee-employer relationship

2. Weakness

Failing revenue/sq.ft

Unable to meet store targets

Unavailability of popular brands

3. Opportunities

Population of country is growing where the scope of market is kept on increasing for

retail sector.

Evolving consumer preference

Organized retail presently nearly 5% in India. So it acts as a great opportunities to the

organization for its growth.

4. Threats

Competition from organized retail players which are in market and are emerging.
Competition from local retailers.
 RESEARCH

METHODOLGY
Methodology adopted for study

Observing the working of various departments like finance. Human resource, marketing,

purchasing, production.

Discussion with the executives, managers, employees.

Visiting & surfing websites of company.

Meaning

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

information’s regarding market strata of different products. Research Methodology is

required in every industry for acquiring knowledge of their products.

Area of study

The study is exclusively done in the area of marketing. It is a process requiring care,

sophistication, experience, business judgment, and imagination for which there can be

no mechanical substitutes.

Sources of Data

Primary Source

Secondary Source

Primary Source- The primary data was collected by means of a survey. Questionnaires were

prepared and customers of the big bazaar at two branches were approached to fill up the

questionnaires. The questionnaire contains 20 questions which reflect on the type and quality of

services provided by the Big bazaar to the customers. The response o f the customer is recorded
on a grade scale of strongly disagree, disagree, uncertain, agree and strongly agree for each

question. The filled up information was later analyzed to obtain the required interpretation

and the findings.

Secondary Source- In order to have a proper understanding of the customer service of Big

Bazaar a depth study was done from the various sources such as books, a lot of data is

also collected from the official websites of the Big bazaar and the articles from various

search engines like Google, yahoo search and answers.com.

RESEARCH DESIGN

The research design is exploratory till identification of customer services parameters. Later it

becomes descriptive when it comes to evaluating customer perception of customer service of

the big bazaar.

Descriptive research, also known as statistical research, describes data and characteristics

about the population or phenomenon being studied. Descriptive research answers the questions

who, what, where, when and how.

Although the data description is factual, accurate and systematic, the research cannot describe

what caused a situation. Thus, descriptive research cannot be used to create a causal relationship,

where one variable affects another. In other words, descriptive research can be said to have a low

requirement for internal validity.

The description is used for frequencies, averages and other statistical calculations. Often the best

approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative

research often has the aim of description and researchers may follow-up with examinations of

why the observations exist and what the implications of the findings are.

RESEARCH SAMPLE

SAMPLING PLAN:

Since it is not possible to study whole universe, it becomes necessary to take sample from the

universe to know about its characteristics.


Sampling Units: Customers of Big bazaar.


Sample Technique: Random Sampling.

Research Instrument: Structured Questionnaire.

Contact Method: Personal Interview.

SAMPLE SIZE:

The work is a case of Big bazaar one of the Retail Sector industry together representing great per

cent of the market share of Indian retail sector. The survey was conducted in the city of Delhi

with two branches of big bazaar, with 50 customers as respondent.

DATA COLLECTION TOOL

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

is collected through secondary data also. Data was collected through a structured questionnaire,

likert technique is used. Likert scale is simply a statement which the respondent is asked to

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

agreement and disagreement is measured

Likert scaling is a bipolar scaling method, measuring either positive or negative response to

a statement

The questionnaire consists of two parts. The first part consists of three questions concerning the

demographic information of the respondent such as the name, age, educational qualifications

and income. The second part consisting of 18 questions exploring the respondent’s perception

about the customer services of big bazaar.

RESEARCH LIMITATIONS

The study is only for the big bazaar confined to a particular location and a very small sample

of respondents. Hence the findings cannot be treated as representative of the entire retail

industry.

Respondents may give biased answers for the required data. Some of the respondents did not

like to respond.

Respondents tried to escape some statements by simply answering “neither agree nor

disagree” to most of the statements. This was one of the most important limitation faced, as

it was difficult to analyse and come at a right conclusion.

In our study we have included 50 customers because of time limit.

DATA ANALYSIS
Ques. Income

MONTHLY FREQUENCY PERCENTAGE CUMULATIVE

INCOME PERCENTAGE

Below Rs.10000 2 4 4

Rs.10000 – 10 20 24

Rs.20000

Rs.20000 – 12 24 48

Rs.30000

Above Rs.30000 26 52 100

TOTAL 50 100

MONTHLY INCOME

4
20

Below Rs.10000
52
Rs.10000 – Rs.20000

24 Rs.20000 – Rs.30000
Above Rs.30000
INTERPR ETATION

From the table and graph above it can be seen that


4% respondent’s income are below 10000.

20% respondent’s income are between 10000 to 20000.

24% respondent’s age income are between 20000 to 30000.

52% respondent’s income are above 30000.

Ques. Educational qualifications

CATEGORY FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

UNDER GRADUATE 12 24 24

GRADUATE 26 52 76

POST GRADUATE 12 24 100

TOTAL 50 100
 Educational qualifications

30
25
20
15
Educational qualifications
10
5
0
SCHOOL GRADUATE POST
GRADUATE

INTERPRETATION

From the table and graph above it can be seen that


12% respondents are Under graduate.

26% respondents are Graduate.

12% respondents are Post graduate.

Ques. 1 How frequently do you visit Big Bazaar.

SCALE FREQUENCY

Twice in a week 7

Once in a week 18

During Special offers 15

Whenever the need arises 10

TOTAL 50
 How frequently do you visit Big Bazaar.

100%
90%
80%
70%
60% 7 18 15 10
50%
40% How frequently do you visit Big
30% Bazaar.
20%
10%
0%
Twice in a Once in a During Whenever
week week Special the need
offers arises

INTERPRETATION

This is aimed at understanding how frequently customer visit shops & buy their product or avail

their services. The highest responses have been attributed to once a week shopping. Such

customer can be presumed to have high disposal income & may buy more daily & fashion

products. Whereas 15% of them visit during special offers, 18% when need arises, 7% twice in a

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

SCALE FREQUENCY PERCENTAGE

Yes 33 66

No 17 34

TOTAL 50 100

Are you happy with the location of

Big Bazaar.

34

Yes
66 No

INTERPRETATION

Big Bazaar physical facilities are visually appealing. From this statement I found that 66% of

people are happy with the location of big bazaar as compare to other 34%. It means that big

bazaar is available at most preferred places.

Ques. 3 Staff was available in a timely manner.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

EXCELLENT 18 36 36

GOOD 24 48 84

AVERAGE 3 6 90

FAIR 5 10 100

TOTAL 50 100

Staff was available in a timely

manner.

10%
6% EXCELLENT
36%
GOOD
AVERAGE
FAIR
48%

INTERPRETATION

Total sample size was 50. Here analysis shows that among the total respondents 48% people

agreed with this statement. They think that Big Bazaar staff was available in a timely manner.
36% people rate this statement as excellent. Also 6% & 10% respondents rate it as average

and fair.

Ques. 4 Staff greeted you and offered to help you.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

EXCELLENT 1 2 2

GOOD 10 20 22

AVERAGE 15 30 52

FAIR 18 36 88

POOR 6 12 100

TOTAL 50 100
 Staff greeted you and offered to help you
20
18
16
14
12
10
Staff greeted you and offered to
8 help you
6
4
2
0
EXCELLENT GOOD AVERAGE FAIR POOR

INTERPRETATION

Employees in Big bazaar are willing to help you. With this statement more respondent give

weightage to average. Good were 10 people i.e. 20% respondents, 18 people agreed i.e. 36%

respondents agreed .
Ques. 5 Staff answered your questions.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

EXCELLENT 8 16 16

GOOD 21 42 58

AVERAGE 13 26 84

FAIR 5 10 94

POOR 3 6 100

TOTAL 50 100

Staff answered your questions.

25
20
15
10
5 Staff answered your questions.
0

INTERPRETATION

From my analysis I found that 42% respondents agreed that employees of big bazaar have

complete knowledge to answer their questions. 26% respondents rate it as average to this

statement and only 16% to excellent. 10% to fair % 6% to poor.

Ques. 6 Staff showed knowledge of the products/services.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

EXCELLENT 11 22 22

GOOD 17 34 56

AVERAGE 12 24 80

FAIR 7 14 94

POOR 3 6 100

TOTAL 50 100

Staff showed knowledge of the

products/services.

14 6 22 EXCELLENT
GOOD
24 AVERAGE
34 FAIR
POOR

INTERPRETATION

Employees of big bazaar understand specific needs and have great knowledge of all product &

services. With this statement most of the respondents were rate this statement good i.e., 34%..

Among the total respondents 24% respondents agreed with average and 22% for excellent,

14% for fair and 6% for poor.

Ques. 7 Staff was courteous throughout.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

EXCELLENT 3 6 6

GOOD 8 16 22

AVERAGE 20 40 62

FAIR 17 34 96

POOR 2 4 100

TOTAL 50 100

Staff was courteous throughout.

20

15

10

5 Staff was courteous throughout.

0
INTERPR ETATION

According to 40% of people feel that Employees of big bazaar are very much

courteous throughout. Others rate at it as 34% in fair, 16% as good , 6% as excellent.

Ques. 8 Overall, how would you rate customer service of Big Bazaar.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

EXCELLENT 4 8 8

GOOD 14 28 36

AVERAGE 23 46 82

FAIR 9 18 100

TOTAL 50 100

Overall, how would you rate

customer service of big bazaar
25
20
15
10 8) Overall, how would you
5 rate customer service of
0 big bazaar
INTERPR ETATION

Most of the respondents agreed with this statement. According to my analysis, employees in big

bazaar give prompt service. Among the total respondents agreed respondents rate 46% as

average, 28% as good, 18% fair & 8% excellent.

Ques. 9 Your complaints are constructively handled.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY DISAGREE 8 16 16

DISAGREE 16 32 48

NEITHER AGREE NOR 11 22 70

DISAGREE

AGREE 10 20 90

STRONGLY AGREE 5 10 100

TOTAL 50 100
 Your complaints are constructively
handled

STRONGLY AGREE 5

AGREE 10

NEITHER AGREE NOR … 11 9) Your complaints are

constructively handled
DISAGREE 16

STRONGLY DISAGREE 8

0 5 10 15 20

INTERPR ETATION

When you have a problem, big bazaar shows little interest in solving it. After analysing this

statement I found that most of the respondents agreed i.e. 32% respondents disagreed. Also I

found that 22% were neutral with this statement and 20% were committed with disagree.

There was 10 strongly disagreed. Hence Big Bazaar needs little improvement.

Ques. 10 Staff delivers the appropriate service as promised.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

DISAGREE 7 14 14

NEITHER AGREE NOR 34 68 82

DISAGREE

AGREE 9 18 100
 TOTAL 50 100

Staff delivers the appropriate service as

promised

18 14
DISAGREE

NEITHER AGREE NOR

DISAGREE
68 AGREE

INTERPRETATION

Employees in the big bazaar tell you exactly when the services will be performed. Majority of

the respondents are neutral or uncertain with this statement.18% respondents were agree. At the

same time 14% disagreed.

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

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY DISAGREE 2 4 4

DISAGREE 2 4 8
 NEITHER AGREE NOR 4 8 16

DISAGREE

AGREE 18 36 52

STRONGLY AGREE 24 48 100

TOTAL 50 100

Staff communicate in a language that you

understand
25
24
20
18
15
10
2
5 2 4
0
STRONGLY
DISAGREE DISAGREE
NEITHER AGREE
NOR DISAGREE AGREE
STRONGLY
AGREE

INTERPRETATION

According to survey, it has been judged that staff of big bazaar communicate in a language,

which can be easily understood by the customer. As 48% of respondent are strongly agree with

this statement, 36% are agree and 8% are uncertain.

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

them.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY DISAGREE 9 18 18

DISAGREE 16 32 50

NEITHER AGREE NOR 21 42 92

DISAGREE

AGREE 4 8 100

TOTAL 50 100

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

8 18 STRONGLY DISAGREE

DISAGREE
42
32 NEITHER AGREE NOR
DISAGREE
AGREE
INTERPR ETATION

The employees of the bank are little trustworthy The behavior of employees in big bazaar builds

confidence in you. Here analysis shows that most of the people that is 42% are uncertain, 32%

are disagree, 18% are strongly disagree and 8% are agree.

Ques. 13 The store layout at this store makes it easy for customers to find what they need.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY DISAGREE 3 6 6

DISAGREE 12 24 30

NEITHER AGREE NOR 11 22 52

DISAGREE

AGREE 14 28 80

STRONGLY AGREE 10 20 100

TOTAL 50 100
 The store layout at this store makes it easy for
customers to find what they need.

STRONGLY AGREE

AGREE

NEITHER AGREE NOR DISAGREE The store layout at this store

makes it easy for customers to
find what they need.
DISAGREE

STRONGLY DISAGREE

0 5 10 15

INTERPR ETATION

Big bazaar has modern- looking and hi- tech equipments system that clearly shows customer,

the product they want. They have well designed system. 28% of respondent are agree with this

statement, 24% are disagree, 22% are uncertain, and 20% are strongly agree.

Ques. 14 The store layout at this store makes it easy for customers to move around the store.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY DISAGREE 15 30 30

DISAGREE 9 18 48
 NEITHER AGREE NOR 12 24 72

DISAGREE

AGREE 6 12 84

STRONGLY AGREE 8 16 100

TOTAL 50 100

The store layout at this store makes it easy

for customers to move around the store.
100%
90%
80%
70%
60%
50% 15 9 12 6 8
40%
30% The store layout at this store
20%
10% makes it easy for customers to
0% move around the store.

INTERPRETATION

According to research, it has been observed that store layout is not up to the mark as desire by

the customer. Because 30% are strongly disagree, 24% are uncertain, 18% are disagree and 16%

are strongly agree.

Ques. 15 Big bazaar provides plenty of convenient parking for customers.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

STRONGLY DISAGREE 18 36 36

DISAGREE 15 30 66

NEITHER AGREE NOR 10 20 86

DISAGREE

AGREE 5 10 96

STRONGLY AGREE 2 4 100

TOTAL 50 100

Big bazaar provides plenty of convenient

parking for customers
STRONGLY DISAGREE
10
4
36 DISAGREE
20
NEITHER AGREE NOR
DISAGREE
30 AGREE

STRONGLY AGREE
INTERPR ETATION

From the above data I interpret that there are more number of four wheeler coming to Big

Bazaar than two wheeler. People prefer to visit big bazaar with their families. And people are not

satisfied with the parking facility. So parking facility should be good to attract large number of

customers.

Ques. 16 Big bazaar accepts most major credit cards.

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

NEITHER AGREE NOR 8 16 16

DISAGREE

AGREE 19 38 54

STRONGLY AGREE 23 46 100

TOTAL 50 100
 Big bazaar accepts most major credit cards.

23
25
19
20

15
Big bazaar accepts most major
8
10 credit cards.

0
NEITHER AGREE AGREE STRONGLY AGREE
NOR DISAGREE

INTERPRETATION

According to research it has been proved that Big Bazaar accept most major credit cards. 46% of

respondents strongly agree this statement, whereas 38% agree and 16% are uncertain about this

statement.

Ques. 17 What about the service could be improved?

SCALE FREQUENCY PERCENTAGE CUMULATIVE

PERCENTAGE

Service can be faster/more 11 22 22

efficient .

Service could be 4 8 30

friendlier.
Staff should communicate 7 14 44

better with customer.

Store needs to be cleaner. 7 14 58

The location needs 11 22 80

Parking.

The location needs to be 8 16 96

closer.

Other please specify. 2 4 100

TOTAL 50 100

What about the service could be improved

Service can be faster/more

4 efficient .

16 22 Service could be friendlier.

Staff should communicate

better with customer.
Store needs to be cleaner.
8
The location needs Parking.
22

The location needs to be closer.

14

14 Other please specify.

INTERPR ETATION

By analyzing the responses to this question, I as a researcher, can identify the improvement areas

in operations at Big Bazaar.

Appropriate decisions can be made keeping these numbers in mind.

We should increase the space for parking & perform services faster.

We should clean the store regularly so that customer feel hygienic in the store.

Less percentage is given to behaviour, their communication and location.

FINDINGS AND SUGGESTIONS & CONCLUSION

FINDINGS

Big Bazaar is undoubtedly number one retailer in India. It has build very emotional &

cordial relationship with its customers.

They are also intending to build long term relationship with all its stakeholders which is

very essential for successful business venture.

In order to attract customer they should provide good parking facility

Cleanliness and hygienic environment is also the major concern for big bazaar.

Management needs to be focus on it.

Store layout should also be developed in an efficient manner so that customer can get

things easily.

According to research I found that most of the people were affected & attracted with offers

and schemes. So, Big Bazaar should employ those people who are well trained to provide

information to customer regarding new things to enhance its customer services.

 Consumer choose malls to shop because they all want variety and brands. According to

customers it is economical as compared to other places.

We can also say that location, variety conveniences and economical products are not the

only things which attract the customer but good customer service is one of the attract

customers.
SUGGESTIONS

 The overall sales satisfaction index from the study reveals that the company
is performing very well and customers buying are much satisfied with the service
given to them. The only couple problem noticed are:
 Some of the customers have complained about the slack in the delivery process and
timings.
 Therefore, this is the area which is recommend to the showroom to focus a little bit more.
It needs to improve its delivery process and time.
 Need to become little quick and fast. Some of the customers have also complained about
the after purchase services provided by the show room. Even though the complaints are
minor, the showroom needs to resolve the customer after purchase service issues in order
to achieve customer satisfaction
CONCLUSION

As most of the retail industries did market research before entering into market. Same thing

was done by Big Bazaar. Location, market, consumer perception analysis was done by big

bazaar.

In one year, much more diversification was done in it. And to retain customers they use

many loyalty programs & IT techniques.

Big bazaar, a part of future group is a hypermarket offering a huge array of goods of good

quality for all at affordable prices. Big bazaar with over 140 outlets in different part of India is

present in both the metro cities as well as in small towns.

Big bazaar can attract more customers by different variety an d assortments.

They can improve customer satisfaction by providing home delivery services.

We can conclude that Big Bazaar has one of the major retail industry in india.

Working environment is good and also the various facilities is provided to increase the

customer services.

There exist a healthy & strong relationship between employees and managers.

The employees accept their responsibility wholeheartedly and perform the services in

well manner that satisfied the customers.

 BIBLIOGRAPHY

References

1. Philip Kotler, marketing management,

(Pearson education, 12thedition)

2. Naresh Malhotra marketing research (An applied orientation),

Research design,

(Prentice hall of India pvt. 5th edition)

3. Berman B and Evans J.R, Retail

th
Management (Pearson education, 10 edition

4. Service Marketing by M.K Rampal

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

Inte rnet web sites

1 bigbazaar.co.in

2 literature review on bigbazaar.com

3 retailseminar.in

4 organizedretail.co.in

5 google.com

6 www.futuregroup.com
 QUESTIONNAIRE

Respected Sir/Madam

I am student of Mallikarjuna N Institute Of Manage ment, conducting study on “customer

engagement to big bazaar”. All the data will be kept confidential and will be used just for
analysis of the project. I request you to tick the option which in your opinion believes to be true.

Customers Name

Age :

Monthly Income Level: Below Rs.10000

Rs.10000 – Rs.20000

Rs.20000 – Rs.30000

Above Rs.30000

Educational Qualification: Under graduate

Graduate

Post Graduate

1) How frequently do you visit Big Bazaar

Twice in a week Once in a week

During Special offers Whenever the need arises

2) Are you happy with the location of Big Bazaar

Yes No

Excellent good average fair poor

3) Staff was available in a timely manner.

4) Staff greeted you and offered to help you.

5) Staff answered your questions.

6) Staff showed knowledge of the products/services.

7) Staff was courteous throughout.

8) Overall, how would you rate customer service

of big bazaar

Disagree strongly disagree agree strongly disagree

9) Your complaints are constructively handled.

10) Staff delivers the appropriate service as promised.

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

12) The behavior of staff makes you feel that you

can trust them and have confidence in them.

13) The store layout at this store makes it easy

for customers to find what they need.

14) The store layout at this store makes it easy

for customers to move around the store.

15) Big bazaar provides plenty of convenient

parking for customers.

16) Big bazaar accepts most major credit cards.

17) What about the service could be improved?

Service can be faster/more efficient

Staff could be friendlier

Staff should communicate better with customers

Store needs to be cleaner

The location needs parking

The location needs to be closer