Project Report

(Submitted for the Degree of B.Com. Honours in Accounting & Finance Under the University of
Calcutta)

Title of the Project

CUSTOMER RELATIONSHIP MANAGEMENT-A STUDY ON BIG
BAZAAR

Submitted by

Name of the Candidate:

Registration No:
Name of the College:
College Roll No:

Supervised by
Name of the Supervisor:
Name of the College:

Month & Year of Submission

 Supervisor's Certificate

This is to certify that Mr. a student of B.Com. Honours in Accounting & Finance in
Business of (College) under the University of Calcutta has worked under my supervision
and guidance for his/her Project Work and prepared a Project Report with the title
CUSTOMER RELATIONSHIP MANAGEMENT -A STUDY ON BIG BAZAAR
which he/she is submitting, is his/her genuine and original work to the best of my
knowledge.

SIGNATURE:
Place: KOLKATA Name:
Date: Designation:
Name of the College:
 Student's Declaration

I hereby declare that the Project Work with the title CUSTOMER RELATIONSHIP
MANAGEMENT IN BIG BAZAAR submitted by me for the partial fulfilment of the degree of
B.Com. Honours in Accounting & Finance in Business under the University of Calcutta is my
original work and has not been submitted earlier to any other University /Institution for the
fulfilment of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been incorporated in this
report from any earlier work done by others or by me. However, extracts of any literature which has
been used for this report has been duly acknowledged providing details of such literature in the
references.

Signature
Name:
Address:
Registration No:
C.U. Roll No:

Place: Kolkata
Date:
 ACKNOWLEDGEMENT

A Project usually falls short of its expectation unless guided by the right person at the right
time. Success of a project is an outcome of sincere efforts, channelled in the right
direction, efficient supervision and the most valuable professional guidance.

This project would not have been completed without the direct and indirect help and
guidance of such luminaries. They provide me with the necessary recourses and
atmosphere conductive for healthy learning and training. At the outset I would like to
take this opportunity to gratefully acknowledge the very kind and patient guidance I
have received from my project guide Mr. . Without her critical evaluation and suggestion
at every stage of the project, this report could not have reached its present form.

Lastly, I would like to thank all the members of BIG BAZAAR and my colleagues who
gave me fruitful information to finish my project.

THANKING YOU ALL,

 PREFACE

The project was carried out for understanding the movement of the product at big bazaar
and customer behaviour regarding different product at big bazaar. Big bazaar was
established in the year 2001, they are old player in retail sector. The big bazaar
follows values such as – Indianess, Leadership, Respect and Humility, Valuing and
Nurturing Relationships, Simplicity and Positivity, Adaptability.

This research helps us in finding out the customers view regarding the product and
Services offered by the big bazaar and awareness by promotion and also identifying the
market potential of big bazaar. The project was carried out in with an objective of knowing
satisfaction level of customer at big bazaar and do customers are aware about the different
types of product and services and different offers provided at big bazaar. The total sample
size taken was one thirty (30) from various customers of Kolkata at big bazaar. The
research shows that the customer satisfaction at big bazaar is very good and so many
customers are not aware of the product and services provided by the big bazaar which are
not provided by other retail stores. On the other hand we have also the existing customers
of big bazaar who are satisfied with the working style of retail store, but want continuous
updates about the new offers and other products of big bazaar. They want that Big Bazaar
should do promotional activity as – Advertising. So they can be updated while seating at
home.

BIG BAZAAR is a renowned name in Retail. BIG BAZAAR is now a brand image in
private retail sector. While duration of my project, I was at BIGBAZAAR to find
potential of BIG BAZAAR on the presence of other retail Stores.

Through my research work, BIG BAZAAR gave me actual input to fulfil my real aim.

This report is the written account of what I learnt experienced during my research. I wish
those going through it will not only find it real but also get useful information.
 CONTENTS

Chapter No. Topic Page No.

Ch 1 Introduction
1.1 Background of project
1.2 Literature review
1.3 Objective of study
1.4 Research Design
Ch 2 Conceptual Overview
2.1 Conceptual Framework
2.2 Benefits & Challenges
Ch 3 Data Analysis & Findings
3.1 Objectives of Study
3.2 Methodology
3.3 Data analysis &findings
Ch 4 Conclusion & Recommendations
4.1 Summary Observation
4.2 Conclusion
4.3 Recommendation for Improvement
4.4 Limitation of Study
Bibliography
Annexure
1.1 BACKGROUND OF PROJECT
Customer relationship management (CRM) is a term that refers to practices, strategies and technologies
that companies use to manage and analyze customer interactions and data throughout the customer
lifecycle, with the goal of improving business relationships with customers, assisting in customer
retention and driving sales growth. CRM systems are designed to compile information on customers
across different channels -- or points of contact between the customer and the company -- which could
include the Customer relationship management (CRM) is a term that refers to practices, strategies and
technologies that companies use to manage and analyze customer interactions and data throughout the
customer lifecycle, with the goal of improving business relationships with customers, assisting in
customer retention and driving sales growth. company's website, telephone, live chat, direct mail,
marketing materials and social media. CRM systems can also give customer-facing staff detailed
information on customers' personal information, purchase history, buying preferences and concerns.

“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”

Big Bazaar is one of the best company having CRM system. Big Bazaar targets higher and upper middle
class customers because there has been growth in Indian middle class that has so far been used to buying
apparel and groceries from small and cluttered neighbourhood market shops is fast realizing the joys of
visiting malls that have redefined the freedom to shop and entertain. The large and growing young
working population is a preferred customer segment for Big bazaar. These young people are early
adopters of most modern product lines. Big Bazaar specifically target young, working professionals,
home makers who are primary decision maker. Big Bazaar provides a wide range of services to its
customers like Trial rooms , security, baggage counter so that one could shop easily. They even provide
them with after sale services. They always have their outlets in such a location where it is easy to
commute. They have also given major emphasis to convince for customers in which layout has played a
major role. The layout of the store is so effective that customers find their way out of what they want. Big
Bazaar provides good employee service i.e their salesmen are always ready to provide help.
Employee service is often neglected as part of good retail marketing but customer and employee
interaction can be used as the significant tool for retail marketing.

Through this project work, we came to know about the taste and preferences of Big Bazaar’s customers.
This also made us aware of the discount schemes and offers prevailing in Big Bazaar.
1.2 LITERATURE SURVEY
With the available literature we can summarize CRM in the words of various authors as follows-

Buttle [2004] quoted that “CRM is an integration of technologies and business processes used to satisfy
the requirements of a customer throughout any given interaction. CRM involves achievement, analysis
and exploit of knowledge about a customer to sell more goods more efficiently”.

Greenberg [2004] stated that through developing the total lifetime value of customer, CRM can raise the
true economic worth of a business. Moreover successful CRM strategies promote customers to purchase
more products, stay loyal for longer periods and be in touch effectively with a company.

According to Dwayne Ball [2006] “The rationale makes common sense: personalization should produce
a more satisfactory transaction, and over time, a more satisfactory relationship. Personalized service
should simply be better service than routine service that does not take the individual’s needs into
account.”

According to Sunil Mithas [2005] “Customer relationship management applications help firms gather
and use customer knowledge through two mechanisms. First, CRM applications enable customer contact
employees to record relevant information about each customer transaction. After this information is
captured, it can be processed and converted into customer knowledge on the basis of information-
processing rules and organizational policies.”

1.3 OBJECTIVE OF STUDY

 The current study intends to know the customers relationship management of Big Bazaar.
 To know the techniques used by Big Bazaar to increase their sales.
 To study how the customers using the loyalty programs which are provided by the Big Bazaar.
 To know reasons that made the customer to visit Big Bazaar again for shopping.

1.4 RESEARCH DESIGN

Research

Investigation and analysis focused on a better or fuller understanding of a subject, phenomenon or a basis
law of nature instead of on a specific practical application of the results.
Collection of data

Generating or bringing information that has been systematically observed, recorded, organized,
categorized or defined, in such a way that logical processing and inferences may occur.

Sampling Technique

Sampling Technique is Random Sampling.

Sample Size

Sample size is 30 respondents.

Methods of collecting data

The requisite data been gathered through two important sources

1. Primary Data

2. Secondary Data

Primary Data

The primary data collected in this survey is through questionnaires.

Secondary Data

The secondary data collected in this survey is through websites.

2.1 CONCEPTUAL FRAMEWORK
Customer relationship management (CRM) is a term that refers to practices, strategies and technologies
that companies use to manage and analyze customer interactions and data throughout the customer
lifecycle, with the goal of improving business relationships with customers, assisting in customer
retention and driving sales growth. CRM systems are designed to compile information on customers
across different channels -- or points of contact between the customer and the company -- which could
include the Customer relationship management (CRM) is a term that refers to practices, strategies and
technologies that companies use to manage and analyze customer interactions and data throughout the
customer lifecycle, with the goal of improving business relationships with customers, assisting in
customer retention and driving sales growth. company's website, telephone, live chat, direct mail,
marketing materials and social media. CRM systems can also give customer-facing staff detailed
information on customers' personal information, purchase history, buying preferences and concerns.

“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”

Big Bazaar is one of the best company having CRM system. Big Bazaar targets higher and upper middle
class customers because there has been growth in Indian middle class that has so far been used to buying
apparel and groceries from small and cluttered neighbourhood market shops is fast realizing the joys of
visiting malls that have redefined the freedom to shop and entertain. The large and growing young
working population is a preferred customer segment for Big bazaar. Customer relationship
management(CRM) is a widely implemented model for managing a company’s interactions
with customers, clients, and sales prospects. It involves using technology to organize, automate, and
synchronize business processes—principally sales activities, but also those
for marketing, customerservice, and technicalsupport.The overall goals are to find, attract, and win new
clients; nurture and retain those the company already has; entice former clients back into the fold; and
reduce the costs of marketing and client service.Customer relationship management describes a company-
wide business strategy including customer-interface departments as well as other departments. Measuring
and valuing customer relationships is critical to implementing this strategy.
Benefits of Customer Relationship Management

A Customer Relationship Management system may be chosen because it is thought to provide the
following advantages:

 Quality and efficiency

 Decrease in overall costs
 Enhanced customer loyalty
 Enhanced productivity
 To make goods & services known.

Big Bazaar provides a wide range of services to its customers like Trial rooms , security, baggage
counter so that one could shop easily. They even provide them with after sale services. They always have
their outlets in such a location where it is easy to commute.

COMPANY PROFILE

Big Bazaar is a chain of hypermarket in India. Currently there are 214 stores across 90 cities and towns in
India covering around 16 million sq.ft. of retail space. Big Bazaar is designed as an agglomeration of
bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and
apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and
entertainment sections.

Big Bazaar is part of Future Group, which also owns the Central Hypermarket, Brand
Factory, Pantaloons, EZONE, Hometown, futurebazaar.com, KB's Fair Price to name a few and is owned
through a wholly owned subsidiary of Pantaloon Retail India Limited (BSE: 523574 523574)

HISTORY

Big Bazaar was launched in September, 2001 with the opening of its first four stores
in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 161
Big Bazaar stores in 90 cities and towns across India.

Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail
India. Though Big Bazaar was launched purely as a fashion format including apparel, cosmetics,
accessory and general merchandise, over the years Big Bazaar has included a wide range of products and
service offerings under their retail chain. The current formats include Big Bazaar, Food Bazaar,
Electronic Bazaar and Furniture Bazaar.
As the modern Indian family's favourite retail store, Big Bazaar is popularly known as the
"Indian Walmart".

On successful completion of ten years in Indian retail industry, 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
Nahi.

INNOVATIONS

Wednesday Bazaar

Big Bazaar introduced the Wednesday Bazaar concept and promoted it as “Hafte Ka Sabse Sasta Din”. It
was mainly to draw customers to the stores on Wednesdays, when least number of customers are
observed. According to the chain, the aim of the concept is "to give homemakers the power to save the
most and even the stores in the city don a fresh look to make customers feel that it is their day".

Sabse Sasta Din

With a desire to achieve sales of Rs 26 Crore in a one single day, Big Bazaar introduced the concept of
"Sabse Sasta Din". The idea was to simply create a day in a year that truly belonged to Big Bazaar. This
was launched on January 26, 2006 and the result was exceptional that police had to come in to control the
mammoth crowd. The concept was such a huge hit that the offer was increased from one day to three days
in 2009 (24 to 26 Jan) and to five days in 2011 (22-26 Jan).

Maha Bachat

Maha Bachat was started off in 2006 as a single day campaign with attractive promotional offers across
all Big Bazaar stores. Over the years it has grown into a 6 days biannual campaign. It has attractive offers
in all its value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar -
catering to the entire needs of a consumer.

The Great Exchange Offer

On February 12, 2009 Big Bazaar launched "The Great Exchange Offer", through with the customers can
exchange their old goods in for Big Bazaar coupons. Later, consumers can redeem these coupons for
brand new goods across the nation.
2.3 BENEFITS & CHALLENGES
BENEFITS

Using CRM, the management of Big Bazaar can:

 Provide better customer service to facilitate long term sustained customer relationship.

 Increase customer revenues by giving them a large variety of products, with offers &discounts to
purchase more &more.

 Discover new customers by making advertisements in TV, newspapers &launching new schemes like
Maha Bachat etc.

 Cross sell/Up sell products more effectively as by it revenues of the customer increases due to the new
products offers in a new price more than the above.

 Help sales staff close deals faster as CRM establishes an in depth understanding between the firm &
the customers.

 Make call centres more efficient for providing feedback & new informations about competitors & new
ideas & technologies.

 CRM helps to simplify marketing and sales processes as it identifies customer needs & refocuses its
strategy to serve better.

By applying this methodology Big Bazaar learned more about customers' needs and behaviours in order
to develop stronger relationships with them. They implemented CRM as a process that brought together
lots of pieces of information about customers, sales, marketing effectiveness, and responsiveness and
market trends.

CRM helps businesses use technology and human resources to gain insight into the behaviour of
customers and the value of those customers.

CHALLENGES FOR BIG BAZAAR IN CRM IMPLEMENTATION

 Difficulty in acquiring new customers can be a result of any one, or combination, of the following
problems.

 Inaccurate and Slow Quoting Organizations may be unable to accurately estimate and quickly deliver
successful proposals, often leading to missed opportunities, bad profit margins and upset prospects.
 Lack of Product Knowledge within their Sales Force.

 Problems can arise when products were sold that did not 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.

 Difficulty and Delay in Updating Pricing and Product Information.

 When the sales force is relies on incomplete product, pricing and customer information, then they're
probably not selling the most profitable products you offer.

 Customers prefer a combination of differing channels in which to deal with your company. Self-
service on the web can even be done for complex products. Plus, self-service on the web offers retail
banks the opportunity to shift cost out to the customer.
3.1 OBJECTIVES OF STUDY
1. To study about the services provided by the big bazaar.

2. To identify the loyalty programs implemented by Big Bazaar.

3. To know about the customer service desk (CSD) services provided by the Big Bazaar to maintain
CRM.

4. To know, what methods Big Bazaar using to maintain CRM.

5. To explore current perceptions, attitudes & motivations towards Big Bazaar.

6. To understand their current purchase decision making process.

7. To understand the service quality provide by Big Bazaar.

3.2 METHODOLOGY
Research methodology is way to systematically solve the research problem. Research Process is a
sequential description of the entire research work including research methodology.

This section includes the overall research design, the data collection method and analysis procedure.

3.2.1 Sample

 Sample size: Sample size refers to the number of item to be selected from the universe to constitute a
sample algebraically, let the population size be N, Sample size is n (n<N). I have collected data from
30 customer of big bazaar. So my Sample size is 30.
 Sample unit: Each respondent taken as a single unit
 Sample area: The sample area is R D Mall, Liluah.
 Sample Group: Customers of Big Bazaar are involved in research process.
3.2.2 Data Type

(1) Type of Study: Descriptive type of study is conducted

(2) Data Collection Process: It is one of the most complicated and tough jobs for my research work
though I thoroughly enjoyed it. For data collection it is scheduled before survey work, like which to get
feedback thus primary and secondary sources of data collection.
3.2.3 Data Source

My data sources are as follows:

(1)Primary sources: Main source of information is questionnaire with personal interview.

(2) Secondary sources: Main source of information is websites.

3.2.4 Period of Study

The period of study was from September 2015 to January 2016.

3.2.5 STATISTICAL TOOLS AND TECHNIQUES USED:

After completing the survey as a first step towards analyzing the data, I prepared a master chart, which
helped me to tabulate the data, and proved useful in future analysis as it contained the Data in a concise
and an understandable form.

After properly tabulating the data I analyzed each question of the questionnaire using frequency
Distribution and statistical diagram like pie-diagram etc.

3.3 DATA ANALYSIS, FINDINGS & INTERPRETATION

The analysis of data on different criteria was as follows:

1. Age group of respondents

Table-1: age

Age group No of respondents Percentage

17-25 5 16.66%

25-35 11 36.63%

35-45 8 26.64%

Above 45 6 19.8%

Total 30 100%
 Figure 1: Age

17-25
19.80%16.66%
25-35
35-45
26.64% 36.63%
above 45

Interpretation: From the above analysis, 16.65% respondents are in 17-25 age group, 36.63%
respondents are in 25-35 age group, 26.64% respondents are in 35-45 age group and 19.80% respondents
are in above 45 age group.

2. Occupation of respondents

Table-2: Occupation

Occupation No of respondents Percentage

Student 5 16.65%

Business 5 16.65%

Job Holders 3 9.99%

Householders 17 56.61%

Total 30 100%
 Figure-2: Occupation of Respondents

Occupation

16.65% Student
Business
16.65%
56.61% Job Holders
9.99%
Householders

Interpretation: From the above analysis, 16.65% respondents are students, 16.65% respondents are
Business People, 9.99% respondents are Job Holders and 56.61% respondents are Households.

3. Respondents Gender

Table-3: gender

Gender No of respondents Percentage

Male 10 33.3%

Female 20 66.6%

Total 30 100%

Figure-3 Gender

Gender

33.30% Male

66.60% Female

Interpretation: From the above analysis, 33.30% are male and 66.60% are female.
4. Factors attracting respondents to came to Big Bazaar

Table-4: Factors attracting Respondents

Factors No of respondents Percentage

Low price 5 16.65%

Good Quality 5 16.65%

Service 5 16.65%

Offers 8 26.64%

Discounts 7 23.31%

Total 30 100%

Figure-4: Factors attracting Respondents

16.65% Low price

23.31%
Good Quality
16.65% Service
Offers
26.64%
16.65% Discounts

Interpretation: From the above analysis, 16.65% respondents are attracted for low price, 16.65%
respondents are attracted for good quality, 16.65% respondents are attracted for service, 26.64%
respondents are attracted for offers and 23.31% respondents are attracted for Discounts.
5. Respondents availing the Big Bazaar services

Table-5: Availing Big Bazaar Services

How Long No of respondents Percentage

Less than 1 year 6 19.98%

1-2 years 8 26.64%

2-3 years 6 19.98%

Above 3 years 10 33.3%

Total 30 100%

Figure-5: Availing Big Bazaar Services

19.98%
Less than 1 year
33.30%
1-2 years
2-3 years
26.64% Above 3 years
19.98%

Interpretation: From the above analysis,19.98% respondents are availing the big bazaar services less
than 1 year,26.64% respondents are availing the big bazaar services 1-2 years,1998% respondents are
availing the big bazaar services 2-3 years,33.30% respondents are availing the big bazaar services above 3
years.
6. Respondents monthly expenditure at Big Bazaar

Table-6: Monthly Expenditure

Expenditure No of respondents Percentage

Less than 500 4 13.32%

Less than 1000 6 19.98%

Less than 2500 8 26.64%

Less than 5000 8 26.64%

Above 5000 4 13.32%

Total 30 100%

Figure-6: Monthly Expenditure

13.32% 13.32%
Less than 500
Less than 1000
19.98% Less than 2500
26.64%
Less than 5000
Above 5000
26.64%

Interpretation: From the above analysis, 13.32% respondents monthly expenditure is less than 500,
19.98% respondents monthly expenditure is less than 1000, 26.64% respondents monthly expenditure is
less than 2500, 26.64% respondents monthly expenditure is less than 5000and 13.32% respondents
monthly expenditure is above 5000.
7. Awareness source about Big Bazaar

Table-7: Awareness on Big Bazaar

Source No of respondents Percentage

TV advertisements 12 39.96%

Hoardings 2 6.66%

News Papers 5 16.65%

Family/Friends 6 19.98%
Suggestions

Pamphlet 4 13.32%

Others 1 3.33%

Total 30 100%

Figure-7: Awareness on Big Bazaar

Awareness on Big Bazaar

3.33%
TV advertisements
13.32% Hoardings
39.96% News Papers
19.98%
Family/Friends Suggestions
Pamphlet
16.65% Others
6.66%

Interpretation: From the above analysis, 39.96% respondents are attracted by TV advertisements, 6.66%
respondents are attracted by Hoardings, 16.65% respondents are attracted by Newspapers, 19.98%
respondents are attracted by family/Friends Suggestions, 13.32% are attracted by pamphlets and 3.33%
are attracted by others.
8. Rating of store assistant’s

Table-8: Rating

Rating of store assistant’s No of respondents Percentage

Excellent 5 16.65%

Good 5 16.65%

Average 14 46.62%

Satisfied 3 9.99%

Unsatisfied 3 9.99%

Total 200 100%

Figure-8: Rating on store Assistants

Rating of store assistant

9.99% 16.65%
Excellent
9.99%
Good
16.65% Average
Satisfied
Unsatisfied
46.62%

Interpretation: From the above analysis, 16.65% respondents are excellent, 16.65% respondents are
good, 46.62% respondents are average, 9.99% respondents are satisfied and 9.99% respondents are
unsatisfied for the Store Assistant’s service.
9. Receiving messages for offers

Table-9: Receiving Messages

Receiving Messages No of respondents Percentage

Yes 17 56.61%

No 6 19.98%

Sometimes 7 23.31%

Total 30 100%

Figure-9: Receiving Messages

Receiving Messages

23.31%
Yes
No
56.61%
Sometimes
19.98%

Interpretation:

From the above analysis, 56.61% respondents are receiving message, 19.98% respondents are not
receiving messages and 23.31% respondents are receiving messages sometimes.
10. Rating of Customer Seva Desk

Table-10: Rating

Rating of store assistant’s No of respondents Percentage

Excellent 4 13.32%

Good 5 16.65%

Average 10 33.3%

Satisfied 8 26.64%

Unsatisfied 3 9.99%

Total 30 100%

Figure-10: Rating

9.99% 13.32%
Excellent
Good
16.65%
26.64% Average
Satisfied
Unsatisfied
33.30%

Interpretation: From the above analysis, 13.32% respondents are excellent, 16.65% respondents are
good, 33.30% respondents are average, 26.64% respondents are satisfied and 9.99% respondents are
unsatisfied for the Customer Seva Desk.
11. Complaints frequently faced by respondents

Table-11: Complaints

Complaints No of respondents Percentage

Mismatching of price 6 19.98%

Size problem of merchandise 12 39.96%

Damage of Merchandise 5 16.65%

Others 7 23.31%

Total 30 100%

Figure-11: Complaints

Mismatching of price
23.31% 19.98%

Size problem of
merchandise
Damage of Merchandise
16.65%

39.96% Others

Interpretation: From the above analysis, 19.98% respondents are complaint on mismatching of price,
39.96% are complaint on Size problem of the merchandise, 16.65% respondents are complaint on damage
of merchandise and 23.31% are complaint on others.
12. Response for Complaints

Table-12: Response about the complaints

Response on Complaints No of respondents Percentage

Excellent 3 9.99%

Good 4 13.32%

Average 11 36.63%

Satisfied 9 29.97%

Unsatisfied 3 9.99%

Total 30 100%

Figure-12: Response on Complaints

Response about the complaints

9.99% 9.99%
Excellent
13.32% Good
29.97% Average
Satisfied
36.63% Unsatisfied

Interpretation: From the above analysis, 9.99% respondents are excellent, 13.32% respondents are good,
36.63% respondents are average, 29.97% respondents are satisfied and 9.99% respondents are unsatisfied
for the response on the complaints.
13. Respondents rating for Pay Back Card

Table-13: Rating for Pay Back card

Rating for Pay Back Card No of respondents Percentage

Excellent 5 16.65%

Good 14 46.62%

Average 6 19.98%

Satisfied 5 16.65%

Unsatisfied 0 0%

Total 30 100%

Figure-13: Rating for Pay Back card

0%
16.65% 16.65% Excellent
Good
Average
19.98%
Satisfied

46.62% Unsatisfied

Interpretation: From the above analysis, 16.65% respondents are excellent, 46.62% respondents are
good, 19.98% respondents are average, 16.65% respondents are satisfied and 0% respondents are
unsatisfied for the Pay Back Card.
14. Respondents rating for T24 Services

Table-14: Rating for T24 Services

Rating for Pay Back Card No of respondents Percentage

Excellent 3 9.99%

Good 12 39.96%

Average 10 33.3%

Satisfied 4 13.32%

Unsatisfied 1 3.33%

Total 30 100%

Figure-14: Rating for T24 service

Rating for T24 Services

3.33%

9.99%
13.32%
Excellent
Good
Average

39.96% Satisfied
33.30%
Unsatisfied

Interpretation: From the above analysis, 9.99% respondents are excellent, 39.96% respondents are good,
33.30% respondents are average, 13.32% respondents are satisfied and 3.33% respondents are unsatisfied
for the T24 SIM Card service.
15. Respondents rating on Profit Club Card

Table-15: Rating on Profit Club Card

Rating for Profit Club Card No of respondents Percentage

Excellent 4 13.32%

Good 5 16.65%

Average 8 26.64%

Satisfied 10 33.3%

Unsatisfied 3 9.99%

Total 30 100%

Figure-15: Rating on Profit Club Card

Rating on Profit Club Card

9.99%13.32% Excellent
Good
16.65%
33.30% Average
Satisfied
26.64% Unsatisfied

Interpretation: From the above analysis, 13.32% respondents are excellent, 16.65% respondents are
good, 26.64% respondents are average, 33.30% respondents are satisfied and 9.99% respondents are
unsatisfied for the Profit Club Card service.
16. Respondents recommend to others

Table-16: Recommended to Others

Recommend No of Respondents Percentage

Yes 13 43.29%

No 1 3.33%

Sometimes 16 53.28%

Total 30 100%

Figure-16: Recommended to Others

43.29% Yes
No
53.28%
Sometimes

3.33%

Interpretation: From the above analysis, 43.29% respondents are recommended to others, 3.33%
respondents are not recommended to others and 53.28% respondents are recommending to others for
sometimes.
 17. Respondents Level of Satisfaction on Big Bazaar

Table-17: Level of Satisfaction

Level of satisfaction No of respondents Percentage

Extremely satisfied 13 43.29%

Satisfied 14 46.62%

Dissatisfied 3 9.99%

Extremely Dissatisfied 0 0%

Total 30 100%

Figure-17: Level of Satisfaction

0%

9.99%

Extremely satisfied
43.29%
Satisfied
Dissatisfied
Extremely Dissatisfied
46.62%

Interpretation: From the above analysis, 43.29% respondents are extremely satisfied, 46.62%
respondents are satisfied, 9.99% respondents are dissatisfied and 0% respondents are extremely
dissatisfied for the overall satisfaction level of Big Bazaar.
 4.1 SUMMARY OBSERVATION

 83% of customers are satisfied with the Pay Back card.

 84% of customers are satisfied with T24sim loyalty programme.
 60% of customers are satisfied with the response towards complaints.
 64% 0f customers are satisfied with the helpline facilities provided by CSD.
 16.65% of respondents are attracted for low price, 16.65% respondents are attracted for good quality,
16.65%respondents are attracted for service, 26.64% respondents are attracted for offers and 23.31%
respondents are attracted for discount.
 33.30% are male and 66.60% are female.
 16.65% respondents are students, 16.65% respondents are Business People, 9.99% respondents are Job
Holders and 56.61% respondents are Households.
 19.98% respondents are availing the big bazaar services less than 1 year,26.64% respondents are
availing the big bazaar services 1-2 years,1998% respondents are availing the big bazaar services 2-3
years,33.30% respondents are availing the big bazaar services above 3 years.
 39.96% respondents are attracted by TV advertisements, 6.66% respondents are attracted by
Hoardings, 16.65% respondents are attracted by Newspapers, 19.98% respondents are attracted by
family/Friends Suggestions, 13.32% are attracted by pamphlets and 3.33% are attracted by others.
 89%of the customer are satisfied with Big Bazaar

4.2 CONCLUSION
“Customer Service is a critical factor for keeping your clients coming back and ensuring they’ll refer you
to others”.

The report reveals that there is huge scope for the growth of organized retailing and improvement of Big
Bazaar in Kolkata.

The purchasing power of the consumer has also increased; giving rise to his wants and needs. It is over
here that big retail chains such as Big Bazaar come into picture satisfying various consumer needs under
one roof.

Big Bazaar has definitely succeeded in keeping up its image of a value for money store, as its price has
been rated positively. The promotions are not hitting the target. Although Big Bazaar has been promoting
their offers, most of the customers are introduced to these only at the store.
Customers are delighted with the location of Big Bazaar as it is located in the most intensely populated
area of Kolkata.

Big Bazaar has been successful in keeping up its promise of providing value for money goods, but today
customers look beyond price, such as quality, employee behaviour, store atmosphere etc. Big Bazaar has
scope for improvement in these yields. With the changing lifestyle, modernization and westernization there
exists a huge scope for the growth of Big Bazaar store and is therefore a threat to unorganized retailing.

4.3 RECOMMENDATION FOR IMPROVEMENT

 Make the branded products available for the customers.

 Providing the service in time and fulfil the customers need.

 Providing more information about T24sim.

 Provide more staff to assist the customer.

 Convert your customers into publicity agents. Develop an incentive for them to tell associates and
friends about the value of your products or services. An endorsement from them is more effective than
any amount of advertising - and it is much cheaper.

 Surprise your customers with unexpected value. If you sell products, include an "unadvertised bonus"
with every order. If you sell services, get into the habit of doing something extra for every customer
or client without charging for it.

 Reward them each time they refer someone who becomes a customer. Your reward can be as simple
as a credit toward their next order from you.

 The management of Big Bazaar can improve their understanding of the role and capabilities of
advertising to improve customer relation and enhance loyalty. This understanding should in turn
results in a more effective and more efficient advertising campaign.

 Visual Merchandising: It is often seen that the people come to the store to browse rather than buy.

 Schemes: In store Promotions: The people visiting the store should be encouraged to visit the store
again and again. So it is necessary to delight the shoppers with the shopping experience. It has been
observed in.
4.4 LIMITATION OF STUDY

 Area of observation was very small and limited.

 Due to time restraints it was not possible to study in depth to get knowledge what practices are
followed at Big Bazaar.

 Nevertheless, many facts and data are such that they are not to be disclosed because of the confidential
nature of the same.

 Hence because of that I cannot express any opinions upon various issues which it limits the scope of
my study.

 Tools used cannot give accurate observations for project works.

 The number of respondents is too small (compared to entire world) to give perfect analysis.
The following sources have provided a lot of information in my research project. They are as follows:

BOOKS:

1) A. Dwayne Ball, P.S.C., Manuel J. Vilares, Service Personalization and Loyalty. SERVICES
MARKETING, 2006.

2) Buttle, F., Customer relationship management ed. Elsevier. 2004.

2) Kotler Phillips, CRM, Pearson Publication

4) Kotler Phillips, Principles of Marketing, Pearson Publication

5) Paul & Greenberg, CRM at speed of light, Megrahill Publication

6) Sunil Mithas, M.S.K., & Claes Fornell, Why Do Customer Relationship Management Applications
Affect Customer Satisfaction? Journal of Marketing, 2005.

WEB SITES:

 http://www.en.wikipedia.org/wiki/Big_Bazaar
 http://www.economictimes.indiatimes.com/
 www.wikipedia.org/wiki/Big_Bazaar
 www.financialexpress.com/news/future-group-to-hive-off-big-bazaar
Questionnaire
Respected sir/madam,
Please spare some time to this survey the survey will help us to gather more information to make our
project.
Name:……………. . Gender:………………
Age:……………. Occupation:……………..

1) What are factors attracting you to Big Bazaar?

A) Low price B) Good Quality C) Service D) Offers E) Discounts

2) For how long you are availing Big Bazaar services?

A) Less than 1year B) 1-2years C) 2-3years D) Above 3years

3) What is your monthly expenditure at Big Bazaar?

A) Less than 500 B) Less than 1000 C) Less than 2500 D) Less than 5000 E) Above 5000.

4) What made you aware of Big Bazaar?

A) TV Advertisements B) Hoardings C) Newspapers D) Family/Friends E) Pamphlet F) Others.

5) How would you rate store’s assistant?

A) Excellent B) Good C) Average D) Satisfied E) Unsatisfied.

6) Do you receive messages for offers?

A) Yes B) No C) Sometimes.

7) What is your opinion for Customer Seva Desk?

A) Excellent B) Good C) Average D) Satisfied E) Unsatisfied

8) What are the complaints frequently faced by you?

A) Mismatching of price B) Size problem of merchandise C) Damage of merchandise D) Others.
9).How is response to complaints?
A) Excellent B) Good C) Average D) Satisfied E) Unsatisfied

10).How would you rate Pay Back Card?

A) Excellent B) Good C) Average D) Satisfied E) Unsatisfied

11) How would you rate T24 services?

A) Excellent B) Good C) Average D) Satisfied E) Unsatisfied

12) Give your views on Profit Club Card?

A) Excellent B) Good C) Average D) Satisfied E) Unsatisfied

13) Have you recommended for Big Bazaar to others?

A) Yes B) No C) Sometimes.

14) What is your level of satisfaction in Big Bazaar?

A) Extremely satisfied B) Satisfied C) Dissatisfied D) Extremely dissatisfied