“Study of customer satisfaction at Big Bazaar

&

Providing measures for customer Relationship management.”

Submitted to, Submitted by,

Dr. Shilpa Madhurendra Kumar
Associate Professor
17OTCMD020
Retailing Management Services
2 Study of Customer Satisfaction at Big Bazaar

Acknowledgement:

On completion of my project, I would like to extend my thanks to Dr. Shilpa, Associate

professor Retailing Management Services a, for supporting me in this I also express

gratitude all the faculty members, who with valuable guidance always proved very profitable

and made my effort successful. I am also thankful to Sudhir K, The Store manager BIG

BAZAR G.T. World Mall, Bangalore for allowing me to undergo the study of customer

satisfaction in the Big Bazaar as a part of my live project. It enables me to see the practical

aspect of management relationship with customer, which will help me in long run. I

completed my project work and I cannot fail to give my cordial thanks to all the staff of Big

Bazaar for making the atmosphere very pleasant and helpful during my project Work. I am

also deeply indebted to my parents whose valuable help always proved worthy in completion

of my project.

Madhurendra Kumar 10 December, 2018

3 Study of Customer Satisfaction at Big Bazaar

CONTENTS

TITLE
Chapter No. Page No

4
1. INTRODUCTION

5
2. REVIEW OF LITERATURE

6
3. PROBLEM AND RESEARCH QUESTION

6
4. RESEARCH DESIGN & METHODOLOGY

7-13
5. DATA COLLECTION & ANALYSIS

14
6. FINDINGS OF THE STUDY

15
7. SUGGESTIONS

REFERENCES 15

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4 Study of Customer Satisfaction at Big Bazaar

INTRODUCTION

Till recently, most marketers focused on traditional modes of marketing to segment and acquire

few customers from its target segments, using the tools and techniques developed for mass

marketing in the industrial era, as a way to engender growth. In the present era this is proving

to be highly ineffective. Today, there is a different approach to business that involves

relationship marketing, Customer retention and cross selling, leading to customer extension,

which is a far cry from the traditional segmentation model. The relative and marked emergence

of CRM as a business strategy has radically transformed the way various organisations

operates. There has been a shift in business focus from transactional to relationship marketing

where the customer is at the centre of all business activity and organizations are now

desperately trying to restructure their processes around the needs of their strategically

significant customers. The critical driver of such a seismic shift towards customer orientation

is the realization that the customers are a business asset that when manged effectively can

derive continuous and sustainable economic value for an organization over their life time. The

dynamics of business ecosystem have changed the way in which companies do business both

in relationship management and the streamlining of their operations. Relationship marketing is

emerging as the core marketing activity for businesses operating in fiercely competitive

environments. On an average, business spends six times more to acquire new customers than

to keep them. Therefore many firms are now paying more attention to their relationships with

existing customers to retain them and increase their share of customer‟s purchases. Retaining

and developing customers has long been a critical success factor for businesses, in that sense,

Customer relationship management is not new, previously falling under the guise of customer

satisfaction.

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5 Study of Customer Satisfaction at Big Bazaar

Why 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.

REVIEW OF LITERATURE

According to Kotler-Customer satisfaction depends on the product‟s perceived performance

relative to buyer‟s 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.”

Madhurendra Kumar 10 December, 2018

6 Study of Customer Satisfaction at Big Bazaar

PROBLEM AND RESEARCH QUESTION

1. Whether customers of different categories are equally satisfied?

2. What are the various customer satisfaction techniques applied by the Big Bazaar

management.

RESEARCH DESIGN AND METHODOLOGY

Sample Information

 I have used Random sampling method 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.

 I have collected a sample size of 80 customers and collected their feedback after billing

is done.

 I prepared a questionnaire of survey which comprises of 17 questions which covers the

Name, Age income of the customers and also there shopping opinion and perceptions

on big bazar.

Sampling Technique

 Under random sampling I had taken „Stratified random sampling‟, the customers of Big

Bazaar were asked to fill the questionnaire form to know their feedback of satisfaction

levels by the services and products offered by BIG BAZAR after billing.

TOOL USED

I had used a questionnaire prepared by me to study customer satisfaction in a retail store.

(Quality of product, Pricing, Offers and discounts, Staff‟s behaviour, Complaints or problems,

Billing experience, Store‟s ambience & cleanliness and Overall experience in store) and the

last one is for suggestion/Feedback given by customer.

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7 Study of Customer Satisfaction at Big Bazaar

DATA COLLECTION AND ANALYSIS

Null Hypothesis (Ho): Big Bazaar products and services satisfy its customer.

Alternate Hypothesis (Ha): Big Bazaar product and services do not satisfy its customers.

DATA ANALYSIS

1. Based on the age groups

Age groups No. Average

below 20 20 0.25
21-30 37 0.4625
31-40 18 0.225
41 Above 5 0.0625

below 20

2. How often do they visit the stores?

How often do they visit the store No. Average

Once in a week 7 0.0875
2 times in a week 5 0.0625
3 times 2 0.025
once in 2 weeks 12 0.15
once in a month 42 0.525
very rarely 12 0.15

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8 Study of Customer Satisfaction at Big Bazaar

How often visit the store

once in a month

3 times
2 times in a week

3. How much money do they spend at store?

Expenditure in
store Customers Average

less than 1000 14 0.175

1000-5000 59 0.7375
5000-1000 6 0.075
10000- above 1 0.0125

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9 Study of Customer Satisfaction at Big Bazaar

4. How much time do they spend in store?

out of
Average time spent in store 80 Average
Less than 1/2 hr 11 7.272727
1/2hr - 1hr 37 2.162162
1hr- 2hr 26 3.076923
more than 2hr 6 13.33333

more than 2hr

1hr- 2hr

1/2hr - 1hr

0 5 10 15 20 25 30 35 40

Average out of 80

5. Why do they go to store?

Purpose of visit No Average

Only to buy clothes 44 0.55
To know new Arrivals 22 0.275
Catch up with friends 7 11.42857
Occassions only 7 11.42857

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10 Study of Customer Satisfaction at Big Bazaar

6. Ranking preference of customer while shopping?

Preferences while
shopping No. Average
Quality 35 0.4375
Price 25 0.3125
Convenience 20 0.25

Customer preference

7. How do they know about the store?

How do they know about

store No. Average
By advertisement 8 0.1
Newspaper 2 0.025
Magazine 0 0
Word of mouth 14 0.175
Friends 56 0.7

Word of mouth

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11 Study of Customer Satisfaction at Big Bazaar

8. How far is the store?

How far is the

store No Average
1-2 km 26 0.325
2-3km 14 0.175
3-4km 3 0.0375
4-5km 4 0.05
more than 5 33 0.4125

more than 5

The other aspects are

Availability of
Staff Value for preferred Delivery Quality GRAND
behaviour money items time of clothes TOTAL AVERAGE
4 3 3 3 4 17 0.68
3 2 3 3 2 13 0.52
4 4 4 4 4 20 0.8
4 4 4 4 4 20 0.8
4 4 4 4 4 20 0.8
4 4 3 4 3 18 0.72
4 2 2 5 4 17 0.68
4 4 4 4 4 20 0.8
4 3 3 4 3 17 0.68
2 4 3 4 4 17 0.68
5 4 3 3 4 19 0.76
4 2 3 3 3 15 0.6
5 2 3 3 3 16 0.64
4 2 3 3 4 16 0.64
4 3 3 2 2 14 0.56
5 3 5 5 4 22 0.88

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5 5 4 4 4 22 0.88
4 4 3 4 4 19 0.76
4 3 4 4 4 19 0.76
5 4 4 5 4 22 0.88
4 4 4 3 4 19 0.76
5 4 3 5 2 19 0.76
5 4 4 4 5 22 0.88
5 4 3 4 4 20 0.8
5 4 5 4 5 23 0.92
4 2 5 2 4 17 0.68
4 5 4 4 4 21 0.84
5 4 1 5 5 20 0.8
5 4 4 4 5 22 0.88
2 3 2 2 3 12 0.48
2 2 3 3 4 14 0.56
4 4 4 3 4 19 0.76
2 2 3 4 4 15 0.6
4 4 3 4 4 19 0.76
4 5 5 5 5 24 0.96
5 4 4 4 5 22 0.88
3 3 1 4 3 14 0.56
5 5 5 5 5 25 1
4 4 4 4 4 20 0.8
4 4 3 4 4 19 0.76
4 5 5 5 4 23 0.92
4 2 4 4 4 18 0.72
4 2 4 4 4 18 0.72
4 4 5 5 5 23 0.92
4 4 4 4 4 20 0.8
4 3 4 4 4 19 0.76
5 5 4 5 4 23 0.92
5 5 4 5 5 24 0.96
5 3 1 4 3 16 0.64
1 4 2 1 3 11 0.44
4 4 3 4 4 19 0.76
4 4 5 4 2 19 0.76
4 4 4 4 4 20 0.8
1 1 1 1 1 5 0.2
5 5 5 5 5 25 1
2 4 4 4 4 18 0.72
3 4 2 4 4 17 0.68
3 4 5 5 4 21 0.84
4 4 5 5 4 22 0.88
4 4 5 5 4 22 0.88
5 4 5 5 5 24 0.96

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3 3 2 4 3 15 0.6
4 4 3 4 4 19 0.76
5 4 4 4 5 22 0.88
4 4 4 4 4 20 0.8
4 4 4 4 4 20 0.8
5 2 4 4 4 19 0.76
5 5 5 5 5 25 1
2 2 3 2 3 12 0.48
4 3 4 5 4 20 0.8
4 3 2 5 4 18 0.72
5 5 4 5 5 24 0.96
5 1 5 1 3 15 0.6
5 4 4 5 4 22 0.88
4 2 1 5 5 17 0.68
4 3 3 5 4 19 0.76
4 3 4 4 4 19 0.76
4 4 4 4 4 20 0.8
5 5 5 5 4 24 0.96
4 3 5 5 5 22 0.88
322 284 289 319 314
0.805 0.71 0.7225 0.7975 0.785

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14 Study of Customer Satisfaction at Big Bazaar

FINDINGS OF THE STUDY

 The staff is trained

 Big bazar also have a huge number of loyal customers who regularly visit the store.

 The location of the store is accessible to the customers of that area mostly customers

upto 10 kms area visit this store.

 Mostly the age groups of 21-30 visit this store.

 People visit this store mostly once in a month

 Customers are conscious about the quality more than price

 Clothes are at very high price

 Customers are not satisfied with the store ambience and convenience.

 Few customers were not clear about the offers received via sms

 Customers are in search of more varieties.

SUGGESTIONS

 To increase more footfalls more promotional activities must be carried out.

For this BIG BAZAAR can either offer more discounts or increase their
advertisements. Increase in the number of footfalls will lead to increase in
sales.
.
 Allowing more space between the entrance of a store and a product gives it
more time in the shopper‟s eye as he or she approaches it. It builds a little
visual anticipation.
 The number of trial rooms available at BIG BAZAAR is very less as
compared to the number of people coming. This usually results in long
queues and waiting by customers.

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15 Study of Customer Satisfaction at Big Bazaar

 Install more full length mirrors inside the store so as to assist the customers
to make better purchase decisions.
 Play light music inside the store to make the shopping a pleasurable
experience.
 They can also exhibit their new line of clothing through events like fashion
shows.
 Baskets should be scattered throughout the store, wherever shoppers might
need them. Many customers don‟t begin seriously considering merchandise
until they have browsed a bit.
 Lastly, it must be acknowledged that there may be numerous other variables
that contribute to the development of customer satisfaction, customer loyalty,
and word of mouth communication which are briefly touched upon below.

REFERENCES

 www.retailindia.com

 www.google.com

 Research Methodology
by M.V. Kulkarni

Madhurendra Kumar 10 December, 2018