A STUDY ON CUSTOMER SATISFACTION TOWARDS

BIG BAZAAR

Project submitted in partial fulfilment for the award of

Post Graduate Diploma in Management.

Under the Guidance of

Dr.V. Jayashree

Submitted by:
Venkata Teja Kutala
191154

Batch 27th (2019-2021)

To

Vignana Jyothi Institute of Management

Bachupally Hyderabad, Telengana-500090

1|Page
INTERNSHIP DETAILS:

Title of the SIP project : A study on customer satisfaction towards Big Bazaar
Name of the student: : Venkata Teja Kutala
Name of the company : Big Bazaar

Department : Marketing

COMPANY MENTOR DETAILS:

Name : K Prem

Designation : HR

Contact details : 8500141090.

Email Id : hrbbvijayawada@futureretail.in

Company address : Siva city centre, Chandramouli nagar, Guntur, AP

Contact number : 8688831663

Website : https://shop.bigbazaar.com

2|Page
 DECLARATION

I hereby declare that this Project Report titled A Study on customer satisfaction towards
Big Bazaar submitted by me is a bonafide work undertaken by me and it is not submitted to
any other Institution or university for the award of any degree/diploma certificate or
published any time before.

Name of the Student:

Venkata Teja Kutala

3|Page
4|Page
5|Page
 ACKNOWLEDGMENT

It is a matter of pleasure for me to get an opportunity to thank everyone who contributed,

directly or indirectly, for the successful completion of the project report on “A Study on
Customer satisfaction towards Big Bazaar”.
My sincere thanks to Dr V Jayashree - Vignana Jyothi Institute of Management for giving
valuable suggestions during the project.

I wish to record my deep sense of gratitude and indebtedness to Mr. K Prem, HR who
guided me with the project and made available the required information for the project report.
He constantly encouraged me and showed me the right path from the first day till the
completion of my project.

6|Page
 EXECUTIVE SUMMARY:

Big bazaar is the largest hypermarket chain in India. It is a public company It was founded by
Kishore Biyani. Here my topic is to study the level of customer satisfaction at fashion at big
bazaar. Big bazaar is a retailing industry. Its was founded on 2001.the big bazaar industry has
innovated different schemes to run their bazaar in a efficient and effective manner so they some
schemes like WEDNESDAY BAZAAR, THE GREAT EXCHANGE OFFER, PROFIT CLUB
CARD (BPPC). This is the various techniques which are adopted by the company to promote
its company and sales and the customer are also giving a very good response to the company.
Big Bazaar was launched mainly as a fashion format selling apparel, cosmetics, accessories,
and general merchandise. Over the years, the retail chain has included in its portfolio a wide
range of products and services, ranging from grocery to electronics. Big Bazaar is popularly
known as the ‘Indian wall-mart’ today. Most Big Bazaar outlets are multi-levelled stores and
are in stand-alone buildings in city centre as well as within shopping malls. These stores have
more than 2, 00,000 stock keeping units (SKU) in a wide range of categories, led primarily by
fashion and food products. The retail of these stores in the metros range between 50,000 and 1,
60,000 sq. Ft.
Customers having a good Eye on the Big Bazaar because the way their providing the offers on
the products and the schemes their provide in the shopping attracting the customers more and
creating a more customers friendly shopping which leads to customer satisfaction I worked in
the department as Customer service Desk I observe how an individual customer behave at the
point of shopping and what makes the customer loyal towards the company.

7|Page
 TABLE OF CONTENTS:

PARTICULARS PAGE
NO.
General Description of the Internship 2

Declaration 3

Acknowledgement 5

Executive Summary 6

PMCI Analysis of The Company 8-12

MY PROJECT

a. Background / Introduction of the project work 10-21

b. Project or work area deliverables 22

c. Learnings & Findings from this project 22-24

d. Bibliography 25

8|Page
 PMCI ANALYSIS

PRODUCT ANALYSIS
Big Bazaar offers a wide range of products which range from apparels food, farm products,
furniture, childcare, toys. etc of various brands like
Under fashion department brands follows

 DJ& C
 Buffalo
 Knight hood
 Spunk
 Srishti
 Pink &Blue

Under General Merchandise Brands like:

 HUL
 ITC
 P&G
 Koryo Electronics
 Butterfly

Under Groceries brands like:

 All kinds of brands available

PRODUCT MIX

FASHION FOOD
 Formal wear  Ready to Eat.
 Casual wear  Ready to cook.
 Night wear  Spices
 T -shirts  Staples
 Jeans  Tea & Coffee
 Party wear
 Kids wear

CHILL STATION ELECTRONIC BAZAAR

 Soft Drink  Television sets

9|Page
  Packaged Juice  Washing machine
 Milk items  Refrigerator
 Frozen Foods  Microwaves
 Ice creams  Small Appliances

HOME & PERSONAL CARE FURNITURE BAZAAR

 Shampoo  Bedroom
 Detergent  Kitchen
 Soap  Paintings
 Liquid wash  Decorative items
 Creams  Dinning Room
 Utensils  Kids room
 Deodorants

MARKET ANALYSIS
MARKET STRUCTURE:
Big focus is Big Bazaar and FBB—that's 85 percent of the revenues. The next big business is
Easy day and there we have taken a pause in expansion have quit geographies to ensure that
the network effect that are seeking is consolidated and can put that business on track in terms
of profitability.

Big Bazaar, the Indian grocery retail chain had a relative market share of about ten percent in
financial year 2020. An exponential decrease in the market share was seen over the years
from financial year 2017. The retail chain consists of hypermarkets, discount department
stores and grocery stores and it was founded by Kishore Biyani under the Future Group in
2001

MARKET GROWTH RATE:

Same-store sales growth rate of Big Bazaar India 2015-2021. The same-store sales of

Big Bazaar were estimated to grow at a rate of 9 % in financial year 2021. This was a
decrease from 13 percent in fiscal year 2018.

MARKET SIZE:

The productivity of Big Bazaar in the country was estimated to be about 14 thousand Indian
rupees per square foot during financial year 2021. This was an increase from 12.4 thousand in
fiscal year 2018. Big Bazaar was established in 2001, making it one of the first hypermarket
chains in the country.

10 | P a g e
KEY COMPETITORS OF BIG BAZAAR:

 D – Mart
 Big basket
 More
 Spencer’s Retail Limited
 Mahindra Retail
 Star Bazaar
 SPAR
 Vijetha Supermarket

COMPANY ANALYSIS
BACKGROUND OF THE COMPANY:
Big bazaar is the largest hypermarket chain in India. As of June 2, 2012 there are 214 stores
across 90 cities and town in India covering around 16 million sq. of retail space. Big Bazaar is
designed as an agglomeration of bazaar or Indian market with cluster offering a wide range of
merchandise including fashion and apparels, food products, general merchandise, furniture,
electronics, books, fast products, general merchandise, furniture, electronics, books, fast food,
and Entertainment sections. Big Bazaar stores are aimed at providing a local marketplace feel
to the shoppers.
They offer a wide variety of household items including retail apparels, food products, general
merchandise, furniture, electronic, books, fast-food. Started by Kishore Biryani, Big Bazaar
was launched mainly as a fashion format selling apparel, cosmetics accessories, and general
merchandise. Over the years, the retail chain has included in its portfolio a wide range of
products and services, ranging from grocery to electronics. The current retail formats of the
future group include big bazaar, Food Bazaar, Electronic Bazaar, and furniture bazaar.
According to Kishore Biryani, the inspiration behind this entire retail format was from caravan
stores, a local store in, Tanagers, Chennai,
Big bazaar is popularly known as the ‘Indian Walmart’ today. In the second year of operations,
Big Bazaar tied up with Indian Banking giant ICICI Bank and launched the Big Bazaar ICICI
Bank card. In the same year, the first food Bazaar store was also launched at High street
phoenix mall in Mumbai, marking the retailer’s entry into dedicated food retail. In 2003, Big
Bazaar made its foray into small towns and cities. The first store in this category was launched
that year in Nagpur. The franchise also welcomed its 10 millionth customer at its new store in
Gurgaon.
This entity has been created keeping in mind the growth and the current size of the company’s
value retail business, led by its format divisions, 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 over 6 million square
feet. As a focused entity driving the growth of the group 's value retail business, Future Value

11 | P a g e
Retail Limited 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. A subsidiary company, Home Solutions Retail (India) Limited, operates Hometown, a
large-format home solutions store, Collection I, selling home furniture products and e-zine
focused on catering to the consumer electronics segment.

HISTORY OF BIG BAZAAR:

1987 Company incorporated as “Manz wear private Limited”. launch of Pantaloons trouser,
India’s first formal trouser brand.
1991 Launch of BARE, the India’s jeans brand
1992 Initial public offer (IPO) was made in the month of May.
1994 The pantaloons shoppe – exclusive means wear store in franchise 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 retail real estate investment fund Kshitij to build
a chain of shopping malls.
2006 Future capital Holdings, the company 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. hometowns, a home building and improvements product retail 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. Specialized 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, Futurebazzar.com becomes India’s most popular shopping
portal.

12 | P a g e
2008 Future capital Holdings becomes the second group company to make a successful initial
public offering in the India 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
“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 consumptions space leading to economic
development.
COREVALUES

 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 respective to new ideas, Knowledge, and information.
 Valuing and Nurturing Relationship: To build long term relationship.
 Simplicity & Positivity: Simplicity and positivity in our thought, business, and work
 Adoptability: To be flexible and adaptable, to meet new challenges.
 Flow: To respect and understand the universal laws of nature

COMPANY PROFILE:

Type Private

Industry Retail

Founded 2001; 20 years ago.

Head quarters Maharashtra, India

Number of locations 295 stores national wide

Area served India

13 | P a g e
 Key People Sarvesh shivanth Shukla (Founder)
Sadashiv Nayak (President & CEO)
Umashankar Shukla (Director)

Products Electronics, Home & Furniture, Home

Improvements, Clothing, Toys, Sporting
Goods, Party Suppliers, Grocery.

Revenue  477.63 crore

Owner Reliance Retail

Website https://shop.bigbazaar.com

ORGANIZATION STRUCTURE:
Retail stores rely on an organizational structure, which is a structure that focuses on three
areas: centralized operations, store operations, and regional operations. Store operations
include merchandising and marketing and are performed daily by retail stores.

14 | P a g e
REVENUE GROWTH OF THE BIG BAZAAR:

15 | P a g e
As shown in graph revenue of the company keeps on increasing from the year 2016-2018,
And in the year 2019 growth rate showing negative and after the 2020 -2021 the growth is
moving in a positive direction.

SWOT ANALYSIS:
The SWOT analysis of Big Bazaar discusses the strength, weaknesses, opportunities and
threats for one of the major retailers of India – Big bazaar.
STRENGTHS:

 High brand equity enjoyed by Big Bazaar.

 State of the art infrastructure
 A vast variety of stuff available under one roof
 Everyday low prices, which attract customers.
 Maximum percent of footfalls converted in sales.
 Huge investment capacity
 Biggest value retail chain in India
 It offers a family shopping experience, where entire family can visit together.
 Available facilities such as online booking and delivery of goods

WEAKNESS:

 Unable to meet store opening targets on time.

 Falling revenue per sq. ft
 General perception: ‘Low price = Low quality’
 Overcrowded during offers.
 Long lines at billing counters which are time consuming.
 Limited only to value offering low price products. A no of branded products is still
missing from Big Bazaar’s line of products. E.g., Jockey, Van heusen,

OPPORTUNITIES:

 A lot of scope in Indian organized retail as it stands at approximately 4%.

 Increasing mall culture in India.
 More people these days prefer to visit big stores where they can find large variety
under one roof.

THREATS:

 Competition from other value retail chains such as Shoprite, Reliance (Fresh and

trends), Hyper city and D mart.

16 | P a g e
  Unorganized retail also appears to be a threat to Big Bazaar’s business. A large
population still prefers to visit local convenient stores for daily purchases.
 Changing Government policies
 International players looking to foray India.

INDUSTRY ANALYSIS
To understand about the BIG BAZAAR industry as whole and competitive dynamics, and
analyzing the company based on certain parameters to understand where it stands when
compared to other players in the industry.

 Porter’s five force model

 Significance of company

PORTERS FIVE FORCE MODEL

Porter Five (5) Forces Model was proposed by Michael E. Porter in 1979. The purpose was to
assess and evaluate the competitive positioning and strengths of business organisations. The
model has three horizontal competitive forces (Threat of Substitute Products or services, the
threat of new entrants and rivalry among existing firms) and two vertical forces (Bargaining
power of buyers and bargaining power of suppliers).

These forces shape the competition within any industry. The overall industry competitiveness
declines when these forces reduce profitability. Porter found SWOT analysis lacking in
rigour. Many new companies use the Porter Five (5) Forces Model to decide whether it is
profitable to enter in a particular industry.

17 | P a g e
BIG BAZAAR PORTERS FIVE FORCE MODEL

Application of this model can help Big Bazaar to determine the industry attractiveness and
understand its competitive positioning in the market. The analysis can also be used to make
some strategically wise decisions that could improve the performance of Big Bazaar and
ensure long-term survival.

BARGAINING OF BUYERS (high)

Bargaining power of buyers indicates the pressure that customers exert on the business
organisations to get high quality products at affordable prices with excellent customer
service. This force directly influences the Big Bazaar’s ability to accomplish the business
objectives. Strong bargaining power lowers profitability and makes the industry more
competitive. Whereas, when buyer power is weak, it makes the industry less competitive and
increase the profitability and growth opportunities for Big bazaar.

 A more concentrated customer base increases their bargaining power against Big
Bazaar.
 Buyer power will also be high if there are few whereas several sellers (business
organisations) are too many.
 Low switching costs (economic and psychological) also increase the buyers’
bargaining power.
 In case of corporate customers, their ability to do backward integration strengthen
their position in the market. Backward integration shows the buyers' ability to produce
the products themselves instead of purchasing them from Big Bazaar.
 Consumers’ price sensitivity, high market knowledge and purchasing standardised
products in large volumes also increase the buyers' bargaining power.

BARGAINING POWER OF SUPPLIERS (high)

High supplier bargaining power can increase the competition in the industry and lower the
Profit and growth potential for Big Bazaar Similarly, weak supplier power can make the
industry more attractive due to high profitability and growth potential.

 Suppliers have concentrated into a specific region, and their concentration is higher
than their buyers.
 This force is particularly strong when the cost to switch from one supplier to other is
high for buyers.
 When suppliers are few and demand for their offered product is high, it strengthens
the suppliers’ position against Big Bazaar.
 Suppliers’ forward integration weakens the Big Bazaar’s position as they also become
the competitors in that area.

18 | P a g e
  If Big Bazaar is not well educated, does not have adequate market knowledge, and
lacks the price sensitivity, it automatically strengthens the suppliers' position against
the organisation.
 Other factors that increase the suppliers’ bargaining power include-high product
differentiation offered by suppliers, Big Bazaar making only a small proportion of
suppliers’ overall sales and unavailability of the substitute products.

THREAT OF SUBTITUTES (Moderate)

 Availability of substitute products or services makes the competitive environment

challenging for Big Bazaar and other existing players.
 High substitute threat shows that customers can use alternative products/services from
other industries to meet their need.
 A cheaper substitute product/service is available from another industry.
 The psychological switching costs of moving from industry to substitute products are
low.
 Substitute product offers the same or even superior quality and performance as
offered by Big Bazaar’s product

THREAT OF NEW ENTRANTS (high)

The Threat of new entrants reflects how new market players impose threats to the existing
market players. If the industry will be profitable and barriers to enter the industry will be low,
it will attract more players and hence, the threat of new entrants. will be high.

 Entry in the industry requires substantial capital and resource investment. This force
also loses the strength if product differentiation is high, and customers place high
importance to the unique experience.
 Big Bazaar will face the low threat of new entrants if existing regulatory framework
imposes certain challenges to the new firms interested to enter in the market.
 In this case, new players will be required to fulfil strict, time consuming regulatory
requirements, which may discourage some players from entering the market.
 The threat will be low if psychological switching cost for consumers is high and
existing brands have established a loyal customer base.
 New entrants will be discouraged if access to the distribution channels is restricted.

RIVARLY AMONG THE EXISTING PLAYERS (High)

Rivalry among existing firms shows the number of competitors that give tough competition
to the Big Bazaar High rivalry shows Big Bazaar can face strong pressure from the rival
firms, which can limit each other’s growth potential. Profitability in such industries is low as
firms adopt aggressive targeting and pricing strategies against each other.

19 | P a g e
  Number of players in the market.
 The industry is growing at a fast rate.
 There is a clear market leader.
 The products are highly differentiated, and each market player targets different sub-
segments.
 The economic/psychological switching costs for consumers are high.
 The exit barriers are low, which means firms can easily leave the industry without
incurring huge losses.

VALUE CHAIN ANAYSIS

PRIMARY ACTIVITY
Inbound logistics: All those activities concerned with receiving and storing externally
sourced materials.
Operations: The manufacture of products and services the way in which resource inputs
materials are converted to outputs
Outbound logistics: All those activities associated with getting finished goods and services to
buyers.
Marketing and sales: Essential an information activity – informing buyers and consumers
about products and services (benefits, use, price)
Service: All those activities associated with maintaining product performance after the
product has been sold.

SECONDARY ACTIVITY

Procurement: This concern how resources are acquired for a business means sourcing and
negotiating with materials suppliers

20 | P a g e
Human Resource Management: Those activities concerned with recruiting, developing,
motivating, and rewarding the workforce of a business.
Technology Development: Activities concerned with managing information processing and
the development and protection of knowledge in a business.
Infrastructure: Concerned with a wide range of support systems and functions such as
finance, planning, quality control and general senior management.

DETAILS OF THE PROJECT WORK

INTRODUCTION OF THE PROJECT WORK
 This study involves understanding customer needs and wants regarding product or
service as well as their satisfaction level towards services offered by BIG BAZAAR
 It is must to understand customer needs to ensure they have better satisfaction during
their buying journey.
 If the customer is satisfied with their purchase or services offered, there may be a
chance of repeat purchases from them, and we can have their loyalty towards the Big
Bazaar.
 So, most of the companies are following this strategy in today’s scenario to build their
reputation in customer mindset.
 The employees of the store were continuously being collecting the feedback if any
customer is being left store without any purchases to change the plan of action
accordingly.
 There is a thin line of difference between the satisfied and unsatisfied customer, that
is satisfied customer will have positive opinion on brand and will suggest to his
friends or family. Unsatisfied customer may have a negative perception on the
services and product offered by brand.
 So, every employee of the store should know the importance of the customer
satisfaction and should be aware of the problems arise from this.

 It is already known customer satisfaction is an ability to show case brand visibility in

the public and have good reputation out of it.
 They may have a best alternative available in the market in terms of competitors, but
we should not let customer have a chance of choosing other alternative.
 It means we need to provide the service which makes customer more satisfied and
while using product he should feel the vibe of that brand.
 Customer satisfaction should become unique selling preposition for the Store so that
every customer will have a positive scope on the brand will indirectly be proportional
to overall revenue of the company.

21 | P a g e
  So, there are different attributes which will have an impact on customer satisfaction.
 It was observed that most of the customers were leaving store because of non-
availability of their sizes, and their requisite items or products.
 The company could make note of these and ensure home delivery of the product.
 Eventually customer is moreover looking for lot of variants even for one product
purchase, he will look for best alternatives as well as same variant in different colour
choices, sizes, etc.
 Each product should be available in colour chart and sizes then only we can match the
customer satisfaction level. Variants in the sense not only size and colour, availability
of no. of models is also mandatory for a customer to choose between the options.
 The next comes billing process, if there is any delay in the process because of reasons
like waiting in the queue, network glitches, system error etc. so as a backup there be
other billing counter. It will reduce waiting time as well as crowd in the store during
peak hours.
 Returns & Exchange policies, in the sense there should be hassle free process in terms
of product damage under warranty claim, or size/colour exchange, wear & tear issues
to be resolved as soon as possible without making customer for a long duration.
 Store ambience must be well organized, and hygiene should be taken care for the
customer to have pleasant experience. As currently we are undergoing corona crisis,
customers should be temperature checked and should sanitize their hands and wear
mask all the time to keep control on virus spread.
 Touch points of the store to be sanitized at regular intervals and the articles which
were trail by customer should be sanitized and replace to their original places, so that
customer will have a positive opinion on services and hygiene regulations followed.
 There is another major part of it which is products should be well organized and
signage’s should be placed in between to have the customer ease of shopping and
finding products. Pricing factors, in this case customer should feel the product is
worth the price, otherwise it will be a drawback on the company side. Pricing should
be same as the quality standards or fabric used for that product.
 A customer should be received politely into the store, able to understand his needs
and want accordingly employee should be assist him towards the product.

THE TOPIC ON WHICH TRAINING WAS IMPARTED BY THE BIG

BAZAAR
 Role assigned - sales & Marketing intern.
 Department assigned -CSD (Customer service desk)
 Task assigned interaction with customers and grievance handling.
 Calling the customers or visiting the customer and explaining about the offers and
discounts offered in the store.
 Cold calls made to explain about Big Bazaar membership cards and convince for
registration.

22 | P a g e
  Collaboration with other departments to ensure hassle free shopping experience too
customers.
 Maintenance of tasks and Records at CSD department,
 Activation of Big Bazaar Membership cards
 Closing sales and handling over cash to the head cashier
 Maintaining the CRM of the store.
 Duties included in CSD.
 Return & exchange.
 Home delivery
 Gift voucher
 Feedback & complaints
 Shopping assistance
 Alteration
 Gift wrapping
 Wheelchair assistance
 Ready checklist
 Ensuring to offer satisfying customer experience.
 Visual Merchandising which plays very important role in retail sector and it is critical
part of the store.
 As the main aim of VM is to attract, engage and motivate the customer towards
making a purchase. And the best part is optimizing the presentation of products or
services in which highlights the store ambience as well as features of the products.
 Transaction and billing process. exchange and refund also taken place in the same
System.

PROJECT WORK AREA DELIVERABLES

OBJECTIVES:

 To update the daily activities done in the CSD and in the store
 To study overall customer satisfaction during their purchase.
 To establish and maintain a good relationship with the customers.
 Following the SOP of the store

PRIMARY OBJECTIVE:

 To study the customer interaction and customer satisfaction at Big Bazaar

23 | P a g e
SEOCNDARY OBJECTIVE:

 To study whether customer satisfaction and interaction drives more sales.

 To find out which makes customer more comfortable during their purchases.
 To study customer satisfaction will enhance the company profitability and reputation

SCOPE:

 By following every objective there is a good scope in the store

 This study covers the customer satisfaction plays a major role in retail industry
especially in Big Bazaar.
 It will result in the profitability when there is a better service provided to customers as
well as building the Relationship with the customers.
 So, this study will help company to find out the importance of customer interaction
and satisfaction during their buying journey.

ANALYSIS & FINDINGS

 From this study it was highlighted that there is lot of importance for the customer
interaction during their buying journey as well as customer satisfaction is must for
every company to have a reputation and brand image.
 It was observed that there was less interaction happening between employee and
customer may be because employees are more oriented towards closing the sale, this
push strategy will not work all the time.
 Either side of the store entrance there is a possibility to place a storefront to grab the
customer attention which result spike in sales.
 Products can be customized according to the customer preference, and if there is any
bulk order, we can be able to arrange that from other stores or from warehouse.
 Quality can be improved because the price they are charging is more and it is not
matching the standard, there are cases few customers returned their product even after
one wash itself, the issues were loss of colour, holes on the products, fitting issues
after wash that may be loose or tight etc.
 There is a possibility to expand billing counter so that at a time we can accommodate
more customers during peak hours.

REVALANCE OF THE PROJECT TO THE SIP COMPANY

24 | P a g e
  This internship program gave me an exposure to interact with the customers directly
and to understand the consumer buying patterns.
 Currently the scenario of retail sector depends mostly on the customer satisfaction,
there is also a probability of affecting the brand reputation if any customer need not
satisfied nor disappointed.
 So, there is a major importance for customer satisfaction for every product we sell,
during the purchase there must be certain rapport to be built in terms of product or
their buying patterns to enable their engagement with the employee.
 It is basically helped in line of retaining customers which is easy than attracting new
customers, which is a task. In this case every customer whether he/she may be new or
existing they should be treated as if they are loyal customers and make them adjust
towards the brand.
 Therefore, I feel customer service is important for every brand as they value the brand
and in return, they will recommend brand to other in need.
 This attribute helps in finding out the unsatisfied customers and serve them better and
break the chain of negative word of mouth, which is very important thing to do.
 There is one more advantage of the customer satisfaction, it reduces the cost of
acquiring new customers up to some extent which is a good sign.
 This approach helps in training employees as they reach customer with customer-
centric approach with as transparent as possible to make them feel better.
 The same way customer interaction is also most important attribute coming to the
retail sector because a responsive communication helps in understanding customer
need and able to provide them personalized experience.
 Interacting with the customer will give a chance to increase the potential sale and will
have a process of delightful experience throughout the sale.
 This should be a key differentiator for a company who follows best customer service,
most of the companies are failed to meet the customer expectations and losing their
sale.
 So, finally I would like to say customer interaction & satisfaction are very important
factors to be implemented in every company. Big Bazaar like retail store to be follow
these standards to ensure customer loyalty.

LEARNINGS

 While working at Big Bazaar I learn how to maintain the customer relationship and
how conveyance customers to purchase a product
 Cold callings to the existing membership card holders, convince them to renewal the
card.
 Learn about how the process of logistics will arrive at the store and how the
department receive the stock.

25 | P a g e
  Learned the importance of visual merchandising which place major role in attracting
customers and generating sales.
 The customer relationship is must for an employee of retail sector who continuously
work close with them, building healthy relation with them may convert them into a
loyal customer.
 Understand the importance of achieving targets for a salesperson to maintain store
reputation as well as the brands.
 Learned about the CRM and maintained the software to record the data, and to close
the issue.
 The visual merchandising techniques were implemented based on that the store
layout, mannequin arrangements, storefronts etc are in its best outcome possible.
 Learned about how the stores will offer discounts and offers on products.
 Learn about how the process of home delivery will be done at the fixed time stated by
the customer.

BIBILIOGRAPHY
1. https://shop.bigbazaar.com/
2. https://www.hubspot.com/customer-satisfaction
3. https://www.retaildoc.com/blog/10-insights-merchandising

26 | P a g e
 4. Www.googlescholar.com
5. https://www.destinationcrm.com/Articles/Web-Exclusives/Viewpoints/4-Lessons-
From-Retail-about-Managing-Customer-Relationships-142814.aspx

27 | P a g e