SUMMAR TRAINING PRO1ECT REPORT

TO STUDY CUSTOMER RELATIONSHIP MANAGEMENT

IN RETAIL SECTOR (BIG BAZAAR)
SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF
BACHELOR OF BUSINESS ADMINISTRATION (BBA)
GURU NANAK DEV UNIVERSITY
AMRITSAR
Acknowledgement Acknowledgement
I would like to express my deep sense of gratitude towards the Faculty and the seniors
around us, for their guidance and encouragement throughout the period of the project
study. I am indebted to their guidance, spirit and valuable suggestions.
I would also like to thank BIG B!" and its employees, who has been a continuous
source of inspiration for me throughout the curriculum.
I would like to thank everyone who has been a help directly or indirectly leading to the
successful completion of the study report.


ABHINAV KATARIA



#

Declaration Declaration
I hereby declare that I have carried out "esearch $roject on the topic entitled ~Customer
Relationship Management in Retail Sector (Big Bazaar) in %&".
I further declare that this project work is based on my original work and no part of this
project has been published or submitted to anybody.

'
TABLE OF CONTENTS
(r. %o. )opic
Chapter 1 Introduction
*.* +verview of Industry as a whole
*.# $rofile of the +rgani,ation
*.' $roblems of the +rgani,ation
*.- &ompetition Information
*.. (./.+.). nalysis of the +rgani,ation
Chapter -2 Object & Methodology
#.* (ignificance
#.# 0anagerial usefulness of the study
#.' +bjective
#.- (cope of the (tudy
#.. 0ethodology
Chapter - 3 Conceptual Discussions
Chapter - 4 Data Analysis
Chapter - 5 Findings and Recommendations
Annexure
Bibliography
-
CHAPTER-1
INTRODUCTION
.
OVERVIEW OF THE INDUSTRY AS WHOLE
)he Indian retail industry is now beginning to evolve in the line with the transformation
that has swept other large economies. )he liberali,ation of the consumer goods industry
initiated in the mid123 and accelerated through the 435s has begun to impact the structure
and conduct of the retail industry.
)he concept retail which includes the shopkeeper to customer interaction, has taken many
forms and dimensions, from the traditional retail outlet and street local market shops to
upscale multi brand outlets, especially stores or departmental stores.
)he objective being to assess the various parameters that influences a buyer to visit or
shop at departmental store thereby contributing to its turnover 6in terms of sales and
profits7 hence leading to its overall success.
)he extensive research brought me to conclude that departmental stores are soon
emerging on the top priority lists, amongst the shopping spree in 8elhi and %&", as they
seem to derive immense pleasure of convenience and exposure to variety under one roof,
in their extremely busy lives, when they don5t have time for things.
)hough some of the customers perceive departmental stores to be expensive and only
high income category5s cup of tea, the stores make constant efforts to induce them to at
least visit the store at once during the sale period, or discount offers.
9
)he "etail 0arketing "evolution )he "etail 0arketing "evolution 1 1 n Introduction n Introduction
~Any business that directs its marketing efforts towards satisfying the final
consumer based upon the organization of selling goods and services as a means of
distribution
B By #3*3, the list of India:s top *3 retailers will have at least . Indian corporate. "etail
0arketing will go through a tremendous change in India this millennium. It will change
India:s cities, its people, and its households. )he Indian consumer is reportedly the largest
spender in (ingapore and ;ondon. It is, therefore, strange that there have, so far, been
few efforts to present the product in the right kind of environment in India.
Indeed, the right shopping experience does induce Indian consumers to spend more. )his
is evident from the experiences of retail1outlets like 0usic.
/orld, Big Bazaar, (pencer5s, &rosswords, )he <ome (tore, =bony, Bigjo5s, (aboos,
(tandard, %an,, >ijay (tore and ?anaki 8as @ (ons, /estside etc.
A
Factors affecting Retail marketing
)he development of organi,ed retail is dependent on the efforts of several agencies and
institutions. glimpse of the last # decades of the previous century proves illuminating.
;arge1format retailing started with outlets like Vivek's and Nalli's in &hennai and
Kidskemp in Bangalore, and, at another level, with manufacturer1retail brands like Bata,
Bombay 8yeing, and )itan.
Government:
)he first among these is the government. In a country as big as India and with as many
states as ours, it is imperative that the &entral government and all state governments
bring in >alue dded )axation or a unified taxation system to ensure that the tax1regimes
are the same across the country.
)he laws governing retail real estate should also be looked into, so that it is possible to
develop retail1estate beyond the city1limits. part from providing entertainment and retail
opportunities, this will also decongest the city center and facilitate the development of
suburbs. )he relevant rules should also be amended to allow retail1stores to operate A
days a week, *# hours a day.
Nuclear Families:
2
Given the hours most urban consumers keep at work, and keeping in mind the increase in
the number of nuclear families, this may, indeed, make sense. )his will also help people
enjoy their evenings, out at malls.
Developers:
)he second group, whose participation is essential in making retail a boom1sector in this
millennium, comprises developers. 0ost properties are developed without considering
the end userB thus, we sometimes find high1
&eilinged offices and low1ceilinged retail stores. +ften, the shopper:s convenience is not
taken into consideration while the property is constructed.
Manufacturers:
)here:s a lot at stake hereC even so early in the #*st &entury, India is too large a market to
be ignored by transnational retail giants. From the manufacturing company:s perspective,
the focus should be on producing good products, and forging relationships with organised
retail. 0anufacturers need to draw a plan of producing Duality products and tie in with
retailers. Indeed, the birth of organised retail will also engender the creation of private
labels and store-brands. )hus, if a manufacturing company lacks the resources to build a
brand, it can supply to a retail1chain that has the resources to create a brand of its own.
Indian Consumers:
nd even as these developments were taking place, the Indian consumer became more
mature. &ustomer1expectations ,oomed. )hus, at the beginning of the %ew 0illennium,
4
retailers have to deal with a customer who is extremely demanding. %ot just in terms of
the product1Duality, but also in terms of service, and the entire shopping experience.
)oday, the typical customer who shops in a retail outlet compares the time spent at the
check1out counter with that at an efficient petrol station, and the smile of the counter1
person to that decorating the face of a ?et irways: crew member. )o cope with the new
customer, manufacturers have to focus on product Duality and brand building. nd
retailers, in turn, have to focus on the Duality of the shopping experience.
In this millennium, like in the last, customers will want to spend time with their family
and friends. )hey may like to visit an outlet on weekends where everything will be
available under one roof. India will benefit from these developments
because of increased consumption through retailing and the corresponding increase in
employment created by retailing.
"etail organi,ations exhibit great variety and new forms keep emerging. )here are store
retailers, non store retailers, and retail organi,ations.
&onsumers today can shop for goods and services in a wide variety of stores. )he best1
known type of retailer is the department store. ?apanese department stores such as
)akashimaya and 0itsukoshi attract millions of shoppers each year. )hese stores feature
art galleries, cooking classes, and children5s playgrounds.
)he success of the retail stores, therefore, depends on customers5 reaction to the retailing
mix which influences the profits of the store, its volume of turnover, its share of the
market, its image and status and finally its survival.
*3
Trends In Retail Marketing Trends In Retail Marketing
t this point, I can summari,e the main development retailers and manufacturers need to
take into account as they plan their competitive strategies.
In India the trends are mainly in three sectors. )hese sectors areC
Trends in retail marketing
Erban (uburban "ural
%ew retail forms and combinations continually emerge. Bank branches and )0
counters have opened in supermarkets. Gas stations include food stores that make more
profit than the gas operation. Bookstores feature coffee shops.
)he electronic age has significantly increased the growth of non store retailing consumers
receive sales offers in the mail and over television, computers, and telephones, to which
they can immediately respond by calling a toll1free number or via computer.
**
&ompetition today is increasingly intertype, or between different types of store outlets.
8iscount stores, catalog showrooms, and department stores all compete for the same
consumers. )he competition between chain superstores and
(maller independently owned stores have become particularly heated. Because of their
bulk buying power, chains get more favorable terms than independents, and the chains5
large sDuare footage allows them to put in cafes and bathrooms.
)oday5s retailers are moving toward one of two poles, operating either as mass
merchandisers or as specialty retailers. (uperpower retailers are emerging. )hrough their
superior information systems and buying power, these giant retailers are able to offer
strong price savings. )hese retailers are using sophisticated marketing information and
logistical systems to deliver good service and immense volumes of product at appealing
prices to masses of consumers.
0any retailers are even telling the most powerful manufacturers what to makeB how to
price and promoteB when and how to shipB and even how to reorgani,e and improve
production and management. 0anufacturers have little choiceC )hey stand to lose *3 to
'3 percent of the market if they refuse.
)echnology is becoming critical as a competitive tool. "etailers are using computers to
produce better forecasts, control inventory costs, order electronically from suppliers, send
e1mail between stores, and even sell to
&ustomers within stores. )hey are adopting checkout scanning systems, electronic funds
transfer, and improved merchandise1handling systems.
*#
Retail Marketing In India Retail Marketing In India
)here are various ways of making goods available to consumers likeC
&ompany to distributor to wholesaler to retailer to consumer
&ompany to salesperson to consumer
&ompany to consumers 6onlineF phoneF catalog ordering7
)hese three are among the most common ways of making the goods available to
consumers. But in India the three layered system of distributor, wholesaler and retailer,
forms the backbone of the front1end logistics of most of the consumer1good companies.
)here are a number of reasons behind this fragmented retail market. (ome of the major
reasons beingC
$overty and lower literacy levels.
*'
;ow per capita income.
(avings focused and less indulgence mindset.
$oor infrastructure facilities like roads etc.
"estrictions on intra1state good movement.
<igh taxes.
%o exposure to media.
<igh import duties on imported goods.
F8I in retailing is not allowed.
CRM In Retail Marketing( Big Bazaar)
&ustomer relationship activities have the most impact on customer retention. =very
customer service encounter has the potential to gain repeat business or have the
opposite effect. )he expectation of personali,ed, relevant offers and service is
becoming a primary driver of customer satisfaction and retention in financial
services.

What Exactly Is CRM?
)he first thing you find when looking into the world of &ustomer "elationship
0anagement is the number of different definitions in use today.
<ere is the one I have chosen for this $rojectC
*-
G&"0 is the business strategy that aims to understand, anticipate, manage and
personali,e the needs of an organi,ation:s current and potential customersG 11
$/& &onsulting .
&"0 is a business strategy, one that puts the customer at the heart of the
business.
H)hat5s nothing newI I hear you say, and you would be right. Good business
people have always understood the relationship between happy customers that
come back again and again and creating long term, sustainable profitability. Big
Bazaar has realized this and applied this to effect.
+ne just needs to think of the local shop owner who knew everyone of his customer5s
names, birthdays and particular ailments to prove that point. /hat is new is that there
now exists the technology to enable this customer1centricity on a much larger scale.
(~Come To Big Bazaar- Isse Sasta Aur Achha Kahin Nahin)
It is said that a successful &"0 implementation will allow your &ustomer (ervice, (ales
and 0arketing people 6and anyone else in your organi,ation7 to have a holistic view of
each and everyone of your customers. In theory this will enable them to make Duick,
informed decisions, create cross selling and up selling opportunities, measure marketing
effectiveness and deliver personali,ed &ustomer &are. (ound5s great doesn5t it JJJ
*.
The History of CRM
Following on from =nterprise "esource $lanning or ="$ 6the business strategy that
promised to automate the Hback1officeI7, the term &"0 was first coined in the mid1
*443s. &"0 in those days referred to the software used to help businesses manage their
customer relationships. From sales force automation software 6(F7 that focused on
customer contact management to integrated knowledge management solutions, these
were the early foundations of &"0.
)he last couple of years have seen the term broaden to encompass a more strategic
approach and the investment of billions of dollars worldwide into &"0 solutions and
services has followed.
First Things First
(uccessful &"0 always starts with a business strategy, which drives change in the
organi,ation and work processes, enabled by technology. )he reverse rarely works. )he
key here is to create a truly &ustomer1&entric philosophy that touches every point and
more importantly every person in the company. From &(" to &=+ everyone must live
and breathe customer focus for all of this to work.
The Right Technology
*9
It is estimated that the global market for &"0 services and solutions is currently worth
K*-2 billion. )hat means a lot of choice when selecting your technology 1 from web1
based solutions aimed at small businesses with less than *3 employees to solutions
suitable for multi1national enterprises with millions of customers.
The Future
&"0 has already made a big impact in the world of &ustomer (ervice and will continue
to do so. s more and more companies become customer1centric those that fail to do so
will lose competitive advantage. s technology increases to develop at a startling rate the
key emphasis will be how we can fully utili,e it within our business.
<owever let:s not lose sight of the fact that &ustomer "elationship 0anagement is about
people first and technology second. )hat5s where the real value of &"0 lies, harnessing
the potential of people to create a greater customer experience, using the technology of
&"0 as the enabler.
Advantages Of CRM for Big Bazaar
Esing &"0, at the management of Big Ba,aar canC
$rovide better customer service
Increase customer revenues
8iscover new customers
&ross sellFEp (ell products more effectively
<elp sales staff close deals faster
0ake call centers more efficient
(implify marketing and sales processes
*A
By applying this methodology Big Ba,aar learned more about customers: needs and
behaviors in order to develop stronger relationships with them. )hey implemented &"0
as a process that brought together lots of pieces of information about customers, sales,
marketing effectiveness, responsiveness and market trends.
CRM helps businesses use technology and human resources to gain insight into the
behavior of customers and the value of those customers.
Challenges For Big Bazaar in CRM implementation:
.8ifficulty in acDuiring new customers can be a result of any one, or combination,
of the following problems.
.Inaccurate and (low Luoting +rgani,ations may be unable to accurately estimate
and Duickly deliver successful proposals, often leading to missed opportunities,
bad profit margins and upset prospects.
;ack of $roduct Mnowledge /ithin their (ales Force
*2
$roblems can arise when products were sold that didn5t fit company:s profitability
strategy such as selling a customer one product when another would be better for
the customer and more profitable for you.
8ifficulty and 8elay in Epdating $ricing and $roduct Information
/hen the sales force is relies on incomplete product, pricing and customer
information, then they:re probably not selling the most profitable products you
offer.
&ustomers prefer a combination of differing channels in which to deal with your
company. (elf1service on the web can even be done for complex products. $lus,
self1service on the web offers retail banks the opportunity to shift cost out to the
customer.
Customer Satisfaction Is Big Bazaar
~The degree of customer satisfaction you deliver determines the level of long-term
success you will achieve in business. - --- Training Mantra for Sales Force
*4
Customer Satisfaction their Top Priority
8on:t just make sales. &reate customers 1 satisfied customers. In addition to the
immediate profit they provide on the first sale, satisfied customers help you build your
business in # other important waysC
*. )hey 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.
#. )hey automatically refer more business to you from their friends and business contacts.
)his is highly profitable business for you because it doesn:t cost you any time or money
to get it.
Whatever they Promise More, they Deliver
%ever make any promises you can:t 6or won:t7 keep. %othing alienates customers faster
than getting something less than they expect from a business transaction. )hey won:t do
business with you again. nd they will tell everybody they know about their unhappy
experience 1 causing you to lose future customers.
Always Give Customers More Than They Expect
G+ver deliverG on Duality and service. lways exceed your customers: expectations. Nou
will win their long term loyalty. It also makes it difficult for competitors to steal
customers from you 1 even if they have lower prices. &ustomers will not risk an uncertain
#3
experience with a competitor when they know they will get more than they expect from
you.
Customers know how much they value them:
;et your customers know you are always thinking about them. &ommunicate with them
regularly. For example, create some special deals just for your existing customers. nd
announce new products or services to them before you announce them to the general
market.

PROCESS OF CRM
&ustomer "elationship 0anagement 6&"07 is the process of bringing the
customer and the company closer together. )here are many different areas in
which &ustomer "elationship 0anagement can be implemented. )he goal of
#*
&"0 is to help a company maintain current customers, as well as gain new
customers.
Targeted Marketing: )argeted marketing is accomplished through collecting
information about the customer. )his information can be buying habits or simply
demographics. )he idea behind this is that a business analy,es what a customer
buys and then markets specific products to that customer based on his or her
buying habits. Businesses track buying habits using discount cards, and special
store credit cards. )argeted marketing can also be implemented on the Internet.
ma,on.com has product recommendations based on buying habits, and product
ratings. &ustomers can also be sent e1mails that market targeted products.
0arketing the right products to the right customers can significantly increase a
business: sales with minimal associated costs.
CONSUMER BEHAVIOR
##
OptionsC &onsumers are more likely to choose an alternative after a
relatively inferior option is added as a choice. For example, (imonson
says, participants in one study were given a choice
between K9 and an elegant &ross pen. second group chose among K9,
the
same &ross pen, and a second pen that was clearly less attractive than the
&ross pen. s was predicted, the addition of the unattractive pen increased
the share of the &ross pen at the expense of the K9.
AlternativesC &onsumers prefer alternatives that are compromise choices.
Given a choice between two alternatives, one priced lower than the other, the
addition of a third choice, priced higher than both, will increase the market share
of the more expensive of the original two. )his finding suggests that companies
can increase their overall sales and shift purchases to higher1margin items by
carefully designing the sets of alternatives that their customers consider.
Floor DisplaysC Buyers are averse to choosing the lowest1Duality
alternative in sets of three or more choices. +ne of the implications of this
finding is that marketers of well1known, high1priced brands should
#'
encourage retailers to organi,e floor displays by model type, whereas
marketers of lesser1known, lower1priced brands should prefer organi,ation
by brand.
Brands: &onsumers who think about the possibility that their purchase
decisions will be wrong are more likely to choose better known brands. In a
test case, (imonson showed that consumers debating between a better known,
more expensive brand and a lesser1known, less expensive brand expect to feel
greater regret if they err by choosing the cheaper option. Indeed, after thinking
about the possibility of regret, consumers were more likely to select the better1
known brand. Modak film has capitali,ed on this finding with an advertising
campaign that asks consumers to consider how they would feel if they bought
cheap film and their pictures didn:t turn out.
PreferencesC &onsumers tend to select variety when buying multiple products
for consumption at a later time. In each of three weeks, (imonson asked a group
of respondents to select one of six familiar snacks for immediate consumption.
#-
second group was asked to pick three snacks 11 one for immediate consumption
and one for each of the next two weeks. Both groups were told that they could
pick the same snack as many times as they wished. )hose in the first group tended
to select the same snack all three times, whereas most in the second group
selected three different snacks.
Product ModificationsC 0odifying a product with a feature or premium
that is of little or no value to the consumer, even without raising the price,
may actually decrease sales. /hen consumers are uncertain about their
preferences, a product that offers an unneeded add1on 6such as an offer to
purchase a $illsbury 8oughboy collector:s plate7 provides them with a
reason for rejecting it.
/hile marketing professionals can use these findings to influence consumer
decision making, consumers, too, can benefit by understanding their own
behavior. G+ne of the points of our research is to inform consumers about some of
the factors that influence their decisions,G (imonson says. G/ith such knowledge,
they may be able to make better, more thoughtful decisions.G
#.
1.5 1.5SWOT Analysis of Big Bazaar SWOT Analysis of Big Bazaar
Strength
$rime location
;arge floor space allowing for better visual merchandising
;arge area also allows to stock a large variety of products under one roof
=xperienced and competent management
<ighly trained and motivated sales force
Brand eDuity
;arge scale operations in various cities throughout the country allows them to
reap the benefits of Heconomies of scaleI
#9
Weakness
;arge scale of operations sometimes acts as a barrier to personali,ed customer
relations
;arge scale operations lead to reduced flexibility by increasing the amount of
overheads and a huge commitment in terms of fixed costs
large organi,ation structure leads to delayed decisions. )his can prove fatal
for a business in the dynamic fashion industry. 0umbai, this fact sometimes
results in delayed decisions in adapting to changing market trends
Opportunities
part from the metros, cities like hmadabad, $une, ;ucknow, Indore and
&oimbatore have shown substantial retail presence. 0ost sport modern retail
formats like supermarkets, department stores and specialty chains. )hese
markets are expected to show exponential growth in the next few years. )hus
Food Ba,aar has the opportunity to explore new markets
ccording to the &onsumer +utlook study, consumers are generally satisfied
with the service that organi,ed retailers extend to them. 0ore importantly,
they are increasingly regarding these organi,ed retailers as providing Ovalue1
for1money5. )hese findings indicate that large retailers will capture most of
the higher consumer spending
Increasing penetration of the internet into Indian homes has provided Food
Ba,aar 0all to break the geographical barriers and to increase their customer
#A
base. )he entry into online retailing, would, in fact, expand the product
categories available to the consumer
Threats:
)he time when retailers had to worry about competition only from their peers
down the street has come to an end. Food Ba,aar is now facing increased
competition in the form of international retail chains that are making a beeline
towards the highly potential Indian markets. 0oreover many big Indian
business houses are also vying a space in the Indian retail scene .
Chapter 4 - Data Analysis
#2
RESULT OF SURVEY ON CRM IN RETAIL MANAGEMENT
(BIG BAZAAR)
CUSTOMER SURVEY
1. re you satisfied with the services provided by Big1Ba,aarP
N=( %+ &%5) (N
#4
. . #3
Result:
From the above table it is clear that customers are satisfied with the services of Big
Ba,aar because out of '3 customers #3 has given the positive answer in favor of Big
Ba,aar.
2. <ow do you find the Shopper Assistant`s behaviorP
<=;$I%G %+) <=;$I%G "E8=
'3
*2 A .
0
5
10
15
20
25
YES NO CAN'T SAY
Series1
0
2
4
6
8
10
12
14
16
18
20
H
E
L
P
I
N
G
N
O
T

H
E
L
P
I
N
G
R
U
D
E
Series1
Result:
From the above table it is clear that customer are satisfied with the attitude of the
shopper5s .+ut of '3 customer all *2 customer are satisfied.
3. <ow would you rate the Shopper Assistant`s behavior on the scale of
fiveP

. - ' ' # # * *
'*
*3 *- 3. * 33

0 5 10 15 20
1
2
3
4
5
Series1
Series2
Result:
+ut of '3 customer,**customer have given the . marks
to shopper . ssistant behavior while *- has given - marks@. has given ' marks
4. 8o you find the Layout of Food1Ba,aar helpful in (hopping =xperienceP
N=( %+ &%5) (N
'#
#3 2 #

2
0
8
2
0 5 10 15 20 25
yes
no
can't say
Series1
Result:
+ut of '3 customers ,*2 have told that they like the layout of Big Ba,aar while 2 told that
they do not like very much.
5. /hat do you like most about Big1Ba,aar P

&"=8I) F&I;I)N )"%($+"))I+% F&I;I)N

8=;I>="N (=">I&=(
''
A
.
*2
7
5
18
0
5
10
15
20
Cr!"#i$i%& Tr!"#i$i%& D$'"#i$i%&
Series1
Result:
+ut of '3 &ustomer, *2 customers like delivery services of Big Ba,aar while
A customers like the credit facility@. customers like transportation facilities.
(o it is clear that customer wants delivery services most.
6. <ow often do Big1Ba,aar services exceed your expectations? (Customer
Delightness)
;/N( (+0=)I0=( %=>="

'-
*2 4
'
18
(
3
0
5
10
15
20
A
L
)
A
Y
S
S
O
*
E
T
I
*
E
S
N
E
+
E
R


Series1
Result:
+ut of '3 &ustomers ,*2 customers said that Big Ba,aar always provide
better services @it exceed their expectation.
7. 8o you think that Big1Ba,aar follow the ethical Mktg. Practices like
right pricing, right Duality and right DuantityP
N=( %+ &%5) (N
'.
#. . 3
25
5
0 0
5
10
15
20
25
30
Yes N, C"-'%s"&
Series1
Result:
+ut of '3 customer,#. customers have told that BigBa,aar following the
ethical marketing practices.
8. /hat comes first when you think about FoodQBa,aarP

$"I&= LE;I)N
'9
#3
*3

PRICE
67%
QUALITY
33%
Result:
&ustomer said that when they think about Big Ba,aar they think about
price. out of '3 customer #3 customer have told this while *3 customer said
that they think about Duality.
9. <ow would you rate theme-setting display of Food1Ba,aar in
comparison to otherP

=R&=;;=%) G++8 (+1(+ B8
/+"()
'A
4 *2 '
3
3
(
18
3
0
0
0
5
10
15
20
E
.
C
E
L
L
E
N
T
G
O
O
D
S
O
/
S
O
0
A
D
)
O
R
S
T
Result:
+ut of '3 customers, 4 customers said that Food Ba,aar theme is excellent
while *2 customers said that it is good @' customers said that it is ok.
RETAILOR SURVEY
10. /hat is the most important criteria of selection for their (tore ssistant
and (tore 0anagerP

$leasing $ersonality Good &ommunication )eam /ork
'2
* .
-
&ommitment toward &ustomer needs

0
0
0
0
1
5
4
1
0
0 2 4 6 8 10 12
1
2
3
4
5
6
7
8

Result:
+ut of #3 retailers,*3 has given importance to the store manager who have
the Duality of identifying customer need, while others have given importance
on work @ good communication skills.
11. 8o you display all the entire stock on the rack or some amount is kept
for contingenceP (Inventory availability)
pplicable to all product pplicable to some product
+nly to F0&G
'4
*3
*- -
#
Result:
+ut of #3 retailer ,*- have told that they show all the product to customer,
while - have told that show some product to the customer.
12. <ow do you decide of point of purchase counterP
Brand $rice &ustomer preference $roduct visibility

-3
2
# #
*# -
0
0
0
14
4
2
1
2
3
4
5
6
7

0
0
0
0
2
2
1
2
4
0 5 10 15
1
2
3
4
5
6

Result :
+ut of #3 "etailer, *# has said they use the customer preference for point of
purchase counter while other said that they use brand @product
visibility.
13./hat is the preference order for promotional activity to create customer
awarenessP

%ewspaper "adio jingle dvertising Banner
-*
*3 . * -
0
2
4
6
8
10
12
N
e
1
s
2
"
2
e
r
R
"
3
i
,

4
i
-
5
$
e
0
"
-
-
e
r
A
3
6
e
r
%
i
s
i
-
5
Result :
+ut of #3 retailer ,*3 has told that they use %ewspaper as their main tool for
promotional .
14. <ow would you analyse the customer satisfactionP

%umber of repeat purchase ;oyalties benefit &ustomer
database
-#
A '
*3
Result :
#3 +ut of "etailer,*3 retailer said that they get the customer satisfaction by
customer database while other have said that they use data of number of
repeat purchase.
15. /hat is your method of analy,ing customer satisfactionP
Feedback %o. of repeat purchase interaction of manager
/ith customer
-'
*# . '
0
0
0
7
3
1
0
0 5 10 15
1
2
3
4
5
6

Result :
+ut of #3retailer, *# have told that analy,ing the customer satisfaction
through the feedback of customer.
--
0 5 10 15
1
2
3
4
5
6
7
Chapter 4- Findings And Recommendation
Findings
I In this survey the findings are given below:
1. 0ost of the stores are targeting almost all the segments of the society with their E($
being H$rice benefitI
-.
2. ll the stores are in $rime ;ocation.
3. =very Big Ba,aar outlet have motivated and trained sales force.
4. Large variety of products are available ranging from clothes, food items, electronic
goods etc.
5. (taff is provided constant training for various peculiarities of customer behavior.
6. (ome of them offer discount sales and also send greetings to its loyal customers.
7. %ot much difference in the ;ayout of the floor designs in the various branches. )hey
try to maintain a similarity to maintain comfort levels of customers.
8. )hese stores maintain Word of Mouth.
9. &ustomers are satisfied with the provided services.
10. International shopping experiences can be achieved from these stores.
RECOMMENDATION
1) &onvert your customers into publicity agents. 8evelop an incentive for them to tell
associates and friends about the value of your products or services. n endorsement
-9
from them is more effective than any amount of advertising 1 and it is much cheaper.
2) (urprise your customers with unexpected value. If you sell products, include an
Gunadvertised bonusG with every order. If you sell services, get into the habit of doing
something extra for every customer or client without charging for it.
3) "eward them each time they refer someone who becomes a customer. Nour reward
can be as simple as a credit toward their next order from you.
4) )he management of Big Ba,aar can improve their understanding of the role and
capabilities of advertising to improve customer relation and enhance loyalty. )his
understanding should in turn results in a more effective and more efficient advertising
campaign.
5)>isual 0erchandisingC It is often seen that the people come to the store to browse
rather than buy.
6) (chemesC In store $romotionsC )he people visiting the store should be encouraged
to visit the store again and again. (o it is necessary to delight the shoppers with the
shopping experience. It has been observed in
CONCLUSION
H&ustomer (ervice is a critical factor for keeping your clients coming back and ensuring
they5ll refer you to othersI.
-A
*C Growing your business will be a difficult task at best if you don5t perform, meet
and exceed your client5s expectations, and provide service that creates customers for
life.
#C &ustomer service is all about the customer5s perception. Nou have to do more than
just get the job done. Nou must deliver on all the things 6big and small7 that affect the
relationship with your client. &onsider opportunities for improvement in the
following areas.
'C (ettingF"eviewing =xpectationsC 8o you work with your client to set clear,
appropriate, realistic expectations that you can always meet or exceedP re you clear
about the responsibilities 6both yours5 and the client5s7, timelines, and expectations of
resultsP re you then willing to go back and review these expectations with the client
at key points along the wayP
-C &ommunicationC 8o you have mechanisms in place to ensure you5re
communicating with clients at every stage of the engagement, from the sales process
through to completion of the projectP Being clear about where you5re at, what5s been
completed, what5s coming up next, who5s responsible, what results you can expect,
etc.P <as the client ever had to ask you for these thingsP
.C +rgani,ation C re you organi,edP $unctualP "eliableP /hen you show up to work
with your clients, have you done the work and are you prepared to make them feel
comfortable and taken care ofP =ven though you5ve done it hundreds, maybe
thousands of times before, do you take the time to organi,e and prepare to make it the
best client experience possibleP
-2
9C &ommitting to the ;ittle )hingsC 8on5t ever dismiss the power of all the little
things. )ogether they can make all the difference and really separate you from the
competition. "eturning calls and emails in a timely manner. $roviding useful
information to folks on a regular basis. (howing appreciation for your clients through
things like thank you notes, exclusive client1only briefings, and open house, etc.
&learly these are not the only relevant areas for creating great customer service, I
assure you. But these were some of the Factors which might
$rovide a boost to the sales figures, though I am sure the organi,ation would have
already implemented most of these measures already.
Big Bazaar-Marketing Mix Big Bazaar-Marketing Mix
-4
$roduct Branding $rice
$ackaging &ost of goods
$roduct 8esign Business =xpenses
ssortment Gross 0argin
(ervices $rofit
$romotion 8istribution
dvertising ;ogistics
$ersonal (elling (tore ;ocation
(ales $romotion (ite =valuation
$ublic "elations )ransportation
>isual 0erchandising (torage of goods
)hey seem to follow this to the core for effective &ustomer reach and encourage
customer loyalty.
.3
ANNEXURES
QUESTIONAIRE ON CUSTOMER-RELATIONSHIP
MANAGEMENT IN RETAIL-SECTOR (BIG BAZAAR)
CUSTOMER BASED SURVEY
*.re you satisfied with the services provided by Big1Ba,aarP
N=( %+ &%5) (N
#.<ow do you find the (hopper ssistant5s behaviorP
<=;$I%G %+) <=;$I%G "E8=
.*
'.<ow would you rate the (hopper ssistant5s behavior on the scale of fiveP

. - ' # *
-.8o you find the ;ayout of Big1Ba,aar helpful in (hopping =xperienceP
N=( %+ &%5) (N
9./hat do you like most about Bigd1Ba,aar P

&"=8I) F&I;I)N )"%($+"))I+% F&I;I)N

8=;I>="N (=">I&=(
A.<ow often do Food1Ba,aar services exceed your expectationsP
;/N( (+0=)I0=( %=>="

2. 8o you think that Food1Ba,aar follow the ethical 0ktg. $ractices like right pricing,
right Duality and right DuantityP
N=( %+ &%5) (N
4 /hat comes first when you think about FoodQBa,aarP
$"I&= LE;I)N
*3 <ow would you rate themeQsetting display of Food1Ba,aar in comparison to otherP


=R&=;;=%) G++8 (+1(+ B8 /+"()
%0=SSSSSSSSSS. 88"=((SSS
.#
QUESTIONAIRE ON CUSTOMER-RELATIONSHIP
MANAGEMENT IN RETAIL-SECTOR (Big BAZAAR)
RETAILOR BASED SURVEY
*./hat is the most important criteria of selection for their (tore ssistant and (tore
0anagerP

$leasing $ersonality Good &ommunication )eam /ork
&ommitment )oward &ustomer needs
.'
#.8o you display all the entire stock on the rack or some amount is kept for contingenceP

pplicable to all product pplicable to some product +nly to F0&G
'. "ate the following options as per your priorities while deciding the layout for storeP

(ecurity m &omputeri,ation $arking ir1conditions
-.<ow do you decide of point of purchase counterP
Brand $rice &ustomer preference $roduct visibility
.. /hat is the preference order for promotional activity to create customer awarenessP

%ewspaper "adio jingle dvertising Banner
9. <ow would you analy,e customer localities factorP

%umber of repeat customer localities benefit customer database
A. /hat is your method of analy,ing customer satisfactionP
Feedback %o. of repeat purchase interaction of manager with customer
2. /hat is the training methodology used to enhance customer satisfaction in your
employee P
.-
Bibliography
..
0arketing 0anagement
1 $hilip Motlar
"esearch 0ethodology
1 &. ". Mothari
"etail 0arketing
?..;amba
&ustomer "elationship 0anagement
1 ?agdish and (eth
www.indiainfoline.com
www.google.com
www.businessline.com
.9
.A