Amity Business School

Assignment - 1

A Project on Customer
Satisfaction at BIG BAZAAR

Submitted To : Submitted By :

Prof. Vandana Gupta Ankita Sharma 03

Anika Virk 08

Kanishk kaul 35

Rishabh Dugar 46
 Content

Chapter No. Chapter Description Page No.

1. Preface of the Study 2-5

2. Introduction 6-8

3. Company History 9-11

4. Vision and mission 12-14

5. Analysis and Interpretation 15-34

of the Study

6. Findings 35-36

7. Recommendation 37-38

8. Conclusion 39-40

9. Bibliography 41-42

10. Annexures 43-47

PREFACE
OF THE
STUDY
 OBJECTIVES OF THE STUDY

This study has been conducted to achieve and attain the following objectives:-

1. To identify the people who are the customers of Big Bazaar.

2. To identify the customer satisfaction level among the customers related to
the product supplied by the Big Bazaar.
3. To know about the expectations of the customers regarding any
improvements in a particular area in Big Bazaar.
4. To study, access and analyze the overall behavioral pattern of the
consumers of Big Bazaar.
5. To identify the consumers’ buying behavior at Big Bazaar.

The study has been conducted and designed through the primary, secondary data
and through a questionnaire which was provided to the customers of Big Bazaar.
The questionnaire includes questions related to the satisfaction level of the
customers and how much they are satisfied with the current position and
environment at the Big Bazaar. 100 questionnaires were designed and were asked
from 100 people, who are also the customers of Big Bazaar, to know about their
preferences, the degree of satisfaction and if they are comfortable with the
buying behavior at the Big Bazaar.
 RESEARCH METHODOLOGY

The study has been conducted through a consumer survey with the help of a
questionnaire. The basic information has been gathered from a sample size of 100
located in Noida and in New Delhi. The information has been collected through a
questionnaire consisting of questions related to their satisfaction level at Big
Bazaar which was based on their personal experiences. The information has been
collected only from those people who were present at Big Bazaar and have
shopped from the place at least once. This aspect of the data comprises our
primary data structure. The secondary data has been collected from the
company’s website, magazines and the employers of the Big Bazaar.

Sample survey method has been adopted to study the behavioral pattern of the
customers regarding shopping at Big Bazaar. In this only a few people were
selected at random and questions were asked to them. This method usually
provides useful information and the data as the customers are directly in contact
with the person who asks the questions. Yet the one who conducts a survey faces
problems as sometimes it so happens that a person is not willing to answer the
questions and so in order to finish the survey early, they answer the questions
randomly. To conclude, though quite accurate answers can’t be gathered through
surveys yet some useful information can be collected that is not much different
from the correct estimates.

SAMPLE SIZE
The sample size used in the search work is 100 and the areas covered are Big
Bazar, Noida and Big Bazar, New Delhi.
 LIMITATIONS OF THE STUDY

1. The respondents were not taking proper interests in giving the feedback.
They were trying to complete the questionnaire as soon as possible.
Different age groups of people were there in the study and not a particular
group was targeted.

2. The study was conducted only in particular areas i.e. Noida and New Delhi
whereas Big Bazaar is across the country and other people may have other
views regarding the services provided by the Big Bazaar team and the
customer satisfaction level.

3. The biased results also fluctuated the study a lot as the some of the
respondents were not taking keen interest in answering the questionnaire,
they were a little biased.

4. Sometimes there responses may not match with their performances as

what they say in the questionnaire may not always match with their real
life experiences. Therefore, the quality or reliability of the information
provided by such surveys is very poor and quite limited.

5. This kind of survey is useful in a short run period as the customers generally
answer the questionnaire taking the current scenario and not the future
prospective.

6. The survey conducted was time consuming as the sample size was 100 and
it was not easy to get the data in one row. It required a lot of time to
conduct a survey.
Introduction
 Future Group

Future Group, led by its founder and Group CEO, Mr. Kishore Biyani, is one of the India’s
Leading business houses with multiple business spanning across the consumption space.
While retail forms the core business activity of future group, group subsidiaries are
present in consumer finance, capital, insurance, leisure and entertainment, brand
development, retail, real estate development, retail media and logistics.

Led by its flagship enterprise, 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 market. Headquartered in Mumbai (Bombay), the company operates
over 16 million square feet of retail space, has over 214 stores across 90 cities and
employs more than 36,000 people and is listed on Indian stock exchange. The company
also operates an online portal Futurebazaar.com.

Future Capitals Holding, the group’s financial arm provides investment advisory to
assets worth over $1 billion that are being invested in consumer brands and companies,
real estate, hotels and logistics. It also operates a consumer finance arm with branches
in 150 locations. Other group companies include Future Generali, the group’s insurance
venture in partnership with Italy’s Generali Group, Future Brands, a brand development
and IPR company, Future Logistics, providing logistics and distribution system to group
companies and business partners and Future Media, a retail media initiative. The
group’s presence in Leisure and Entertainment segment is led through, Mumbai-based
listed company Galaxy Entertainment Limited, Galaxy leading leisure chains, Sports bar
and Bowling co. and family entertainment centers.

Future Group believes in developing strong insights on Indian consumers and building
business based on Indian ideas, as espoused in the group’s core value of “Indianness”.
The group’s corporate credo is, “Rewrite rules, Retain values”.
 Big Bazaar

Big Bazaar is a chain of department stores in India currently with 100 outlets. It is owned
by Pantaloon Retail India Ltd, Future Group. It works on the same economic model as
Wal-Mart and has been successful in many Indian cities and small towns. The idea was
pioneered by entrepreneur Mr. Kishore biyani, the CEO of Future Group. Big Bazaar
offers a wide range of products including fashion and apparels, food products, general
merchandise, furniture, electronics, books, fast food and leisure and entertainment
sections. With its wide product range it fulfils the need of every consumer of different
age group. The idea was pioneered by Kishore Biyani; the head of Pantaloon Retail India
Ltd. Kishore Biyani follows a 3C theory: Change and Confidence among the entire
population is leading to rise in Consumption. With this strategy the company has earned
huge profits and records a good turnover every year. Big Bazaar has divided India into 3
different sectors.

India one: Consuming class which includes lower middle and upper middle class (14% of
India's population).

India two: Serving class which includes people like liftmen, household helps, office
peons, drivers, washermen, etc. (55% of India's population)

India three: Struggling class (remaining 31% of India's population).

Big Bazaar has tried to focus to make products for these 3 sectors so that everyone can
afford the products according to their purchasing power and fortunately, has been
successful.

On successful completion of ten years in Indian market, in 2011, Big Bazaar has come up
a new logo with a new tag line: ‘Naye India Ka Bazaar’, replacing the earlier one: 'Isse
Sasta Aur Accha Kahin Nahin’. The company mainly focuses to satisfy its customers with
different types of products. That is why it is known as shopping under one roof.
Customers find it easy to locate the products of various types with different price range
in one retail outlet. Big Bazaar has satisfied its customers to a good extend.
Company
History
1987 Company incorporated as ‘Manz Wear Private Limited’. Launch of Pantaloons
trouser, India’s first formal trouser brand.

1991 Launch of BARE, the Indian jeans brand.

1992 Initial public offer (IPO) was made in the month of May.

1994 The Pantaloon Shoppe – exclusive menswear store in franchisee format launched
across the nation. The company starts the distribution of branded garments through
multi-brand retail outlets across the nation.

1995 John Miller – Formal shirt brand launched.

1997 Company enters modern retail with the launch of the first 8000 square feet store,
Pantaloons in Kolkata.

2001 Three Big Bazaar stores launched within a span of 22 days in Kolkata, Bangalore
and Hyderabad.

2002 Food Bazaar, the supermarket chain is launched.

2004 Central - India’s first seamless mall is launched in Bangalore.

2005 Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus League
Clothing and Planet Retail. Sets up India’s first real estate investment fund Kshitij to
build a chain of shopping malls.

2006 Future Capital Holdings, the company’s financial is formed to manage over $1.5
billion in real estate, private equity and retail infrastructure funds. Plans forays into
retailing of consumer finance products. Home Town, a home building and improvement
products retail chain is launched along with consumer durables format, Ezone and
furniture chain, Furniture Bazaar. Future Group enters into joint venture agreements to
launch insurance products with Italian insurance major, Generali. Forms joint ventures
with US office stationery retailer, Staples.

2007 Future Group crosses $1 billion turnover mark. Specialised companies in retail
media, logistics, IPR and brand development and retail-led technology services become
operational. 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. Futurebazaar.com becomes
India’s most popular shopping portal.

2008 Future Capital Holdings becomes the second group company to make a successful
Initial Public Offering in the Indian capital markets. Big Bazaar crosses the 100-store
mark, marking one of the fastest ever expansion of a hypermarket format anywhere in
the world. Total operational retail space crosses 10 million square feet mark. Future
Group acquires rural retail chain, ‘Aadhar’ present in 65 rural locations.
Vision
&
Mission
Vision:
“To Deliver Everything, Everywhere, Every time, to Every
Indian Customer in the most profitable manner.”
One of the core values at Future Group is, ‘India ness’ and its corporate credo is –
“Rewrite rules, Retain values.”

Mission:
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.
Core Values

 Indianness: confidence in ourselves.

 Leadership: to be a leader, both in thought and business.

 Respect & Humility: to respect every individual and be humble in our

conduct.

 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 adaptable, to meet new challenges.

 Flow: to respect and understand the universal laws of nature

 Analysis
and
Interpretation of
The
Study
How often do you visit Big Bazaar?

Scale Frequency Percentage (%)

mostly 23 23
frequently 69 69
rarely 8 8
Total 100 100

Interpretation :- The first question asked to respondents was how often they visited
big bazaar and 8 out of 100 people to whom the question was asked said they visited it
rarely whereas 69 out of 100 people said they visited big bazaar frequently and 8 out of
100 people said they visited the big bazaar most of the times.

Visit to Big Bazaar

Mostly
Frequently
Rarely
Are you satisfied with the information about products which is provided by
employees of big bazaar?

Scale Frequency Percentage (%)

Fully satisfied 20 20
Satisfied 60 60
Neutral 20 20
Total 100 100

Interpretation: - it can be said the most of the customers are satisfied with the
performance of big bazaar as there is a high ratio of people who are either satisfied or
fully satisfied with their satisfaction level. There were around 80 % of people who are
satisfied with the information about the product displayed and are very happy to visit
Big - Bazaar again and again. There were around 20 % of the respondent who were not
much satisfied with Big Bazaar and have problem with the information display at Big
Bazaar.
Satisfaction Scale

Fully Satisfied
Satisfied
neutral
Quality Standards of Big Bazaar products

SCALE FREQUENCY PERCENTAGE (%) CUMMULATIVE

FREQUENCY
Very good 11 11% 11

Good 42 42% 53

Ok 23 23% 76

Bad 18 18% 94

Very Bad 6 6% 100

Total 100 100

Interpretation: - Big Bazaar needs to work on the quality of the products as in today’s
world quality is given priority. As we came up with the results of the survey it was found
out 24% of the customers are not satisfied with the quality of the products. So, as to
enhance the customer satisfaction level, Big Bazaar should work on the quality of the
products.
45

40

35

30 Very Good
good
25
Ok
Bad
20
Very Bad
15

10

0
Quality Of Product
Do you think Big Bazaar should work on Store Layout which will make it easy for
Customers to find what they need?

SCALE FREQUENCY PERCENTAGE (%) CUMMULATIVE

FREQUENCY
Strongly agree 3 3% 3

Agree 8 8% 11

Neutral 38 38% 49

Disagree 14 14% 63

Strongly Disagree 37 37% 100

Total 100 100

Interpretation: - Big bazaar should work on the layout of the stores tremendously. As
there is a vast number who customers who find it very difficult to search products. Big
bazaar has got all the products available in their store it’s just that the customers are
not aware of the positioning of the products. The recommendations for the same are
that proper direction marks should be carried across the store to guide the customers.
There were around 11% of people who would like to suggest Big Bazaar to work on its
Store Customization and around 38% of people were neutral on this question which
meant that it was neither a No, thus this is a suggestion from most of the people for Big
Bazaar to work on its Store layout.
Store Layout

Strongly Agree
Agree
Neutral
Disagree
strongly dis agree
How is the billing process?

Scale Frequency Percentage Cummulative

Frequency
Good 57 57% 57
Ok 39 39% 96
Bad 4 4% 100
Total 100 100

Interpretation: - Big Bazaar has got very good billing system. There are multiple number
of queues for billing & the billing process is very fast & majority of the customers are
satisfied with the billing process, but around 4 % of the people suggested that there
must be few more payment option that includes payment through Mobile phones and
Big Bazaar cards.

Billing Process

Good
Ok
Bad
What about the services could they be improved?

Scale Frequency Percentage Cumulative

frequency
Service can be 4 4 4
faster/more
efficient
Service could be 4 4 8
friendlier
Staff should 2 2 10
communicate better
with customers
Stores need to be 39 39 49
cleaner
The stores needs 47 47 96
more parking space
The location needs 3 3 99
to be closer
Others 1 1 100
total 100 100

Interpretation: - Big Bazaar should work on parking & cleanliness issues as lot of
customers have problem with parking places & cleanliness of the store. They should
implement proper cleaning charts & give them to the cleaning staff heads & an hourly
inspection should be done by the supervisors. As according to my analysis about 86% of
the respondents have a problem either due to parking space or cleanliness of Big
Bazaar.
 How can service be improved

50

45

40

35

30

25

20
How can service be improved

15

10

0
Your complaint’s are handled Timely & Constructively

SCALE FREQUENCY PERCENTAGE (%) CUMMULATIVE

FREQUENCY
Strongly agree 22 22% 22

Agree 21 21% 43

Neutral 53 53% 96

Disagree 3 3% 99

Strongly Disagree 1 1% 100

Total 100 100

Interpretation: - Most of the respondents are very happy & satisfied with the complaint
handling department of big bazaar. It’s a big positive for them. It was found out that
only 1% customers strongly disagreed with the statement and 3% dis agreed with the
statement, whereas 53% remained neutral. So, we can say that there is scope for
improvement for them.
Complaints Handled

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Rate the overall Customer Service of Big Bazaar

SCALE FREQUENCY PERCENTAGE (%) CUMMULATIVE

FREQUENCY
Excellent 7 7% 7

Good 63 63% 70

Ok 27 27% 97

Bad 3 3% 100

Worst 0 0% 100

Total 100 100

Interpretation: - Most of the respondents agreed with this statement. According to our
analysis Big Bazaar gives prompt service to its customers. Among the total respondents
agreed respondent rate is 7% excellent, 63% as good, 27% as ok & only mere 3%
respondents think that services are bad.
 Overall Customer Service

Worst

Bad

Ok overall customer service

Good

Excellent

0 10 20 30 40 50 60 70
Does the Staff Communicates in the language that you understand

SCALE FREQUENCY PERCENTAGE (%) CUMMULATIVE

FREQUENCY
Yes 78 78% 78

No 6 6% 84

Needs Improvement 16 16% 100

Total 100 100

Interpretation: - The respondent were satisfied with the language of the employees of
Big bazaar but there were around 6% who were not at all satisfied with the language of
employees of Big bazaar and wanted them to drastically change their speaking style and
around 16 5 of the respondent suggested that the employees need improvement and
they can speak lot better. The respondent also mentioned that there was regional tone
in the employees language which was not appreciated by some respondent and
suggested to bring some change in it.
 Language of Staff
90

80

70

60

50

40

30

20

10

0
Yes No Needs improvement

Language of Staff
How likely are you to Recommend BIG BAZAAR to your Friends and Family?

Scale Frequency Percentage (%) Cummulative

Frequency
Very Strongly 72 72% 72

Strongly 14 14% 86

Neutral 12 12% 98

Won’t 2 02% 100

Recommend
Total 100 100%

Interpretation:- The respondent were mostly satisfied with Big bazaar and were
willing to recommend there friends and family to visit the store , around 72% of
them said that they would Strongly Recommend Big Bazaar to their loved ones
and 14% of the respondent replied that they would also recommend Big Bazaar.
12% of the population were neutral on the topic and didn’t want to take any side.
There were 2 people who would not recommend Big Bazaar to their friends and
family as they think it would be waste of their time and Big Bazaar could not cater
their needs.
 Recommend Big Bazaar
80

70

60

50

40

30

20

10

0
Very Strongly Strongly Neutral Won't Recommend

Recommend To Big Bazaar

Findings
FINDINGS OF THE REPORT:-

 Big Bazaar is the number retailer in India undoubtedly. It has built a very strong
bond with all its customers.

 Big Bazaar attracts most of its customers due to its economical products & worth.
But the most crucial factor that attracts most of the customers is its customer
services.

 According to the research it was found out that most of the customers were
affected due to its schemes & promotions that it promotes on independence day,
republic day etc.

 Big Bazaar has to work on its store layout, so as the customers can get the
products easily without any problem. As for now it’s a big issue for the customers.

 There is a vast majority of customers of big bazaar who came to big bazaar to buy
products for marriage purposes as they find it very economical to give to their
daughters.

 Cleanliness & hygienic conditions are a big issue for the management in its food
& vegetable section.

 Location, variety conveniences, economical products play a big role in sales of

Big Bazaar.
Recommendations
RECOMMENDATIONS:-

 A product becomes a hit when the customer is aware about the product. The
prominent tool to increase awareness of product is advertising. Big Bazaar
should use advertising as a tool to increase its market share.

 Big Bazaar should promote various new offers to attract new customers.

 They shouldn’t compromise with the quality of the product as quality is the
first most priority of the customers.

 The employees should be given proper training to deal with the customers.

 To increase the share of its loyal customers Big Bazaar should promote coupon
system & should distribute weekly coupons to regular customers.

 Most of the customers go for on the spot buying just because of attractive
displays. So, proper eye catchy combinations should be carried out across the
stores to attract customers to buy those things.

 The back bone of retail business is good customer services. Customer loyalty
can only be earned by providing satisfactory & excellent services to the
customers.
Conclusion
 Thus this report gave us lots of learning and collecting data about the
company helped us to analyze the consumers thinking and thought about the
company.

 A part of the future group, Big Bazaar is a hypermarket which offers all
kinds of goods of good quality at affordable prize under one roof. Big
Bazaar has over more than 140 outlets in different parts of the country in
both the metro cities as well as the small towns.

 Big Bazaar has a very healthy working environment & follows very good
strategies for employee motivation.

 In Big Bazaar the bond between the employees & managers is very strong &
healthy. All the employees work as a team & perform their duties whole
heartedly & in such a manner that satisfies the customer the most.

 Big Bazaar attracts most of its customers through a very good Ad

campaigns.

 Big Bazaar can improve the level of customer satisfaction by providing them
free home delivery.

 With the introduction of F.D.I. in the retail sector Big Bazaar will have to
face tough competition from the global giants like wall mart.

 Till now As Big Bazaar has very less competition, it can be concluded that
Big Bazaar is one of the major retail industry in India.
Bibiliography
Serial No Text Title Author and Publication
Detail

1. Marketing Kotler, Philip

Management 10th edition,1999

2. Marketing Ramaswamy,V.S &

Management Namakumari
nd
2 edition

3. Principles of Kotler,Philip &

Marketing Armstrong,Gary
8th edition

Other Sources :
1. Wikipedia.com
2. Futurebazaar.com
3. Big Bazaar Bouchers
Annextures
 QUESTIONNAIRE

Name: __________________________________________________

Occupation: ______________________________________________

Sex:

 Male
 Female

Age:

 10-20
 20-30
 30-40
 40 and above

1. How often do you Visit Big Bazaar?

Mostly
Frequently
Rarely

2. Are you satisfied with the information about products which is provided by
employees of big bazaar?

Fully Satisfied
Satisfied
Neutral
3. Quality Standards of Big Bazaar products

Very Good
Good
Ok
Bad
Very Bad

4. Do you think Big Bazaar should work on Store Layout which will make it easy
for Customers to find what they need?

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

5. How is the billing process?

Good
Ok
Bad
6. What about the services could they be improved?

Service can be faster/more efficient

Service could be friendlier
Staff should communicate better with customers
Stores need to be cleaner
The Store needs more Parking Place
The location needs to be closer

7. Your complaint’s are handled Timely & Constructively

Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

8. Rate the overall Customer Service of Big Bazaar

Excellent
Good
Ok
Bad
Worst
9. Does the Staff Communicates in the language that you understand

Yes
No
Needs Improvement

10. How likely are you to Recommend BIG BAZAAR to your Friends and Family?

Very Strongly
Strongly
Neutral
Won’t Recommend