By

Quality Management in Retail Marketing

Abstract
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In this paper we, have studied the quality of retail industry in India. The reader can get
customers. Due to time constrain we were notable to interview more customers and also had c
customers were frequent visitors to the store. While the rest 6.8% it was their first time,
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as they were living quite far from the location of the store. 23.3% surveyed felt that the
challenges and opportunities in the neighborhood.
Quality Management in Retail Marketing “If you don’t have a competitive advantage, don’t co
By Jack Welch, GE 3
Retailing is the set of business activities that adds value to the products and services so
involved with final consumers. They are involved in strategy planning which is very critica
customers, convenience in parking and other value additions to the consumers. If they are e
Functions of the Retailer: Providing Assortment: Supermarkets typically carries over 20,0
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quantities tailored to individual consumer needs. It’s also easy for the consumer to purcha
Classification of retailers: Departmental Stores: Nilgiris’, Reliance Fresh, Trinethra, S
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 Supermarkets: Big Bazaar and Saravana Stores. These are large, self service stores carryi
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 Convenience Stores: Petty shops (Petty kadai). Geographically and also in terms of the ra
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placing order via mail or by calling a toll free number and charging the purchase to a cred
Quality: Delivering service quality, also means managing expectations. Because high expecta
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Quality Management. They consist of a host of tools and precepts. The commitment of senior
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 Commission is now based on 60% on profitability and 40% on customer satisfaction and 0% o
Quality Function Deployment: Is a formal method to prioritize attribute based on their li
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Signals of High Quality: Quality attributes such as performance, durability, reliability
The GAPS Model for Improving Retail Service Quality: The GAPS model indicates what retailer
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Service Gap
Customer expectations for service quality
Management perceptions of customer expectations
Standards specifying services to be delivered
Annual service delivered
Customer perception of service quality
Knowledge gap
Standards gap
Delivery gap
Retailer communicati ons about service quality Communication gap
Figure 1: Gaps Model for Improving Retail Service Quality
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3. Delivery Gaps – The difference between the retailer service standards and actual service
The latest innovation of retail marketing - BIG BAZAAR was studied by the researchers:
Inspiration for the creation of Big Bazaar: The inspiration to set up big bazaar came not f
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(NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held i
OBJECTIVE: The researchers visited the Chennai division of Big Bazaar to understand whether
METHODOLOGY: The researchers interviewed customers on random basis on the following aspects
covering four aspects mentioned above.
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Chennai Big Bazaar: Big Bazaar in Chennai is located at Vadapalani very close to the Saligr
Figure 2: Front view of Big Bazaar in vadapalani Chennai.
Inside the store the products are categorically divided into aisles, Big Bazaar carries ove
in which part of the store. The following are the categories of products that the Big Bazaa
Figure 3: Interior of Big Bazaar at Vadapalani Chennai.
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RESEARCH FINDINGS: 1. Frequency of Visits Figure 4: Showing frequency of visits at Big Baza
Frequency of Visits
100 Percentage 80 60 40 20 0 yes = 28 Y /N es o no = 2 6.6% 93.3%
Source: Primary data
We found that 93.3 % customers were frequent visitors to the store. While the rest 6.8% it
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2. Price Offered: Figure 5: Showing Price offered by Big Bazaar
Price Offered by Big Bazaar
80 70 Percentage 60 50 40 30 20 10 0 low =7 medium = 21 Low / Medium /High high = 2 23.3% 6
Source: Primary data Most customers that we surveyed felt that the price of the apparels, h
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3. Customer Satisfaction: Figure 6: Showing customer satisfaction of Big Bazaar
Customer Satisfaction
60 50 Percentage 40 30 20 10 0 fair = 11 good =15 Fair/Good/Bad bad = 4 13.3% 36.6% 50%
Source: Primary source Customers shopping at Big Bazaar say that the quality of customer se
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4. Quality Perception: Figure 7: Showing quality perception of Big Bazaar
Quality Perception of Big Bazaar
60 50 Percentage 40 30 20 10 0 ok = 11 good = 15 Ok/Good/Excellent excellent = 4 13.3% 36.6
Source: Primary source Finally when we asked about the quality perception that is the quali
Conclusion: The researchers after the survey felt that the Big Bazaar was the most sought o
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display and salesman attitude was moderate, and the quality of merchandise available in Big
expectation of the customer in combination with mail order and electronic ordering. The fea
THANK YOU !!!
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Bibliography
Books:
1. A. Aaker, David. Strategic Market management. New York: John Wiley & Sons,2001, pp.154-1
Web Sites:
1. Prabu, Sundara. “Saravana Stores Behind Big Bazaar.” http://nycablecar.sulekha.com/blog/
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