LIVE PROJECT REPORT

ANALYSIS OF CUSTOMERS ATTITUDE, PREFERENCE AND

SATISFACTION LEVEL TOWARDS KORYO PRODUCT OF BIG
BAZAAR.

FOR

THE PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE

DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED TO- SUBMITTED BY

Mr. KUNDAN SINGH RAWAT PRAKASH SINGH

MBA 2nd SEM

Faculty of Commerce and Business Management

Amrapali Group of Institutes, Haldwani

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 ACKNOWLEDGEMENT

This formal piece of acknowledgement is an attempt to express the feeling of gratitude

towards people who helped me in successful completion of LIVE PROJECT REPORT.

Special thanks to Mr. KUNDAN SINGH RAWAT Subject teacher who guided me to work
honestly and to give valuable suggestion for improving my work. Above all no words can
express my feelings to my parents, friends all those persons who supported me during my
project. I would also like to thank almighty God for his blessings showered on me during the
completion of LIVE PROJECT REPORT.

(PRAKASH SINGH)

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 DECLARATION

I PRAKASH SINGH student of MBA 2nd sem. of AMRAPALI GROUP OF INSTITUTE

HALDWANI hereby declare that this LIVE PROJECT REPORT “ANALYSIS OF
CUSTOMERS ATTITUDE, PERFERENCE AND SATISFACTION LEVEL TOWARDS
KORYO PRODUCT OF BIG BAZAAR” is written and submitted by me under the guidance
of Mr. Kundan Singh Rawat is my original work. The entire analysis and conclusion of this
report are based on the information which is collected by me during the period.

The empirical finding in the report are based on the data collected myself while
preparing this Live project. I have not copied anything from any source or other project
submitted for the similar purpose.

SIGNATURE OF STUDENT

PRAKASH SINGH

MBA 2nd SEM

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4
 CONTENTS

TITLE PAGE

ACKNOWLEDGEMENT

STUDENT DECLARATION

CERTIFICATE ISSUED BY INSTITUTION

TABLE OF CONTENTS

CHAPTER-1: INTRODUCTION

INTRODUCTION

PROBLEM DEFINATION/STATEMEN ( Few lines about the product. Product is

facing identity crises in cut throat competition with similar products in the market.)

LITERATURE REVIEW

RESEARCH OBJECTIVE

RESEARCH METHODOLOGY

LIMITATION OF THE LIVE PROJECT

CHAPTER-2

COMPANY PROFILE

INDUSTRY PROFILE

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CHAPTER-3

DATA COLLECTION AND ANALYSIS

CHAPTER-4

FINDING, CONCLUSION AND SUGGESTIONS

ANNEXURE

BIBLIOGRAPHY

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 CHAPTER – 1

INTRODUCTION-
 CUSTOMER ATTITUDE - Customer attitudes are a composite of a consumer’s (1)
beliefs about, (2) feelings about, (3) and behavioral intentions toward some object
within the context of marketing, usually a brand or retail store. These components are
viewed together since they are highly interdependent and together represent forces
that influence how the customer will react to the object.

 CUSTOMER PREFERENCE – Customer preference are expectations, likes,

dislikes, motivations and inclinations that drive customer purchasing decisions. They
complement customer needs in explaining customer behavior. For example, a
customer needs shoes and they'd prefer a particular style, brand and color. Appealing
to the preferences of customers is a basic marketing technique that is useful for
branding, product development, distribution and customer experience.

 CUSTOMER STATISFACTION - Customer satisfaction indicates the fulfillment

that customers derive from doing business with a firm. In other words, it’s how happy
the customers are with their transaction and overall experience with the company.

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 PROBLEM IDENTIFICATION
Koryo is the brand of big bazaar. The Koryo manufactures electronic items’ And provides the
better quality of product to the customer. This helps to increase the satisfaction level of
customer.

Product is facing identity crises in cut throat competition with similar products in the market.
And facing many challenges in the new market because this is a new brand in the market and
the awareness level is also less. Making a good image in the competition market is very
important for enhancing the sales volume of the product,

Problem identification should consider not only ‘problems’ or ‘challenges’, but also
constraints on opportunities that are preventing the goals and objectives from being
achieved.

Problem identification should result in problem statements that describe the nature of the
problem facing the transport system and its components.

The major problem of this product is customers are not much aware about this product which
effected the sales volume.

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 RESEARCH OBJECTIVE

 TO KNOW THE CUSTOMER ATTITUDE AND PERFERENCE TOWARS

KORYO.

 TO KNOW THE CUSTOMER SATISFACTION LEVEL TOWARD KORYO.

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 RESEARCH METHODOLOGY
It is a way to systematically solve the research problem. It may be understood as science of
studying how research is done scientifically. In it we study the various steps that are generally
adopted by the researcher in studying his research problem along with the logic behind them.
In general methodology is an optional framework within which the facts are placed so that
the meaning may be seen more clearly. The sources of data shown that designing of a
research plan calls for decision on the data sources are research approaches (primary and
secondary data) research instruments (observation survey experiment) sampling plan and
contact methods (personal interviews).

Research design:-

A research design is the determination and statement of the general research approach or
strategy adopted for the particular project. It is the heart of the planning. If the design adheres
to the research objectives, it will ensure that the client need will be served.

Type of research
In this project Descriptive Research has been used.
Descriptive Research:
This is kind of research structure which is concerned with describing the characteristics of the
problem. Descriptive picture Scope for personnel about the marketing problem on the basis of
actual facts. For this it is important to obtain the complete and actual information about the
subjects.
Nature of research
Quantitative type of research has been used. As all the data was based on numerical figures
obtained in the survey.

METHODS OF DATA COLLECTION

Primary data :- The data which is collected fresh and for the first time and thus happen to be
the original one characteristic is called as the primary data.

Secondary data :- The data which is already collected by someone else and which have been
passed through the statistical process is known as the secondary data.

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 SELECTION OF THE SAMPLE/SAMPLING PLAN

This is one of the most important steps of a research design procedure. Generally in most of
the marketing studies on sample or most of the sub group of the total population pertaining to
the subject is included on the place of the universe.

The following things are primarily considered in the sample:-

• Sample Size

• Sample Population

• Sampling Methods

The sampling method for the survey was random sampling. Random sampling suggest away
of sample selection where in any item of the population is likely to be selected in a sample as
any other item it means that all items of the population have equal probability of being
selected in the sample.

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 LIMITATION
In every Research whether it is done at the lower level or at the upper level, it consists
of some limitations. During live project research, I have also faced some limitations.
These are stated as under:

 Availability of Time: - For conducting a research one should have the availability
of time so that he should provide time to the research. As this project is the part of my
live project and hence I was having only 7days for the completion of this project.

 Small sample Size: - The sample that I have taken was 50 and that too from a small
sampling area in haldwani. It may not be a true representative the whole set of
population.

 Limited Area: - The sample which is taken in the record is from the very small area
as compared to large population town. So there may be deviation due to this sample.

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 CHAPTER – 2

COMPANY PROFILE - Big Bazaar is an Indian retail store that opens by sarvesh a
chain of hypermarkets, discount department stores, and grocery stores. The retail chain was
founded by Kishore Biyani under his parent organisation Future Group, which is known for
having a significant prominence in Indian retail and fashion sectors. Big Bazaar is also the
parent chain of Food Bazaar, Fashion at Big Bazaar (abbreviated as fbb) and eZone where at
locations it houses all under one roof, while it is sister chain of retail outlets like Brand
Factory, Home Town, Central, eZone, etc.
Founded in 2001, Big Bazaar is one of the oldest and largest hypermarkets chain of India,
housing about 250+ stores in over 120 cities and towns across the country.
Big Bazaar was founded in 2001 by Kishore Biyani, the founder and chief executive officer
(CEO) of the parent company, the Future Group.
Indian actress Asin and the former Captain of Indian cricket team, Mahendra Singh
Dhoni have previously endorsed for the fashion vertical of Big Bazaar.

 Electronics
Products of big
 Movies and music
bazaar
 Home and furniture
 Home improvement
 Clothing
 Footwear
 Jewellery
 Toys
 Health and beauty
 Pet supplies
 Sporting goods and fitness
 Auto
 Photo finishing
 Craft supplies
 Party supplies
 Grocery

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INDUSTRY PROFILE:-
The Indian retail industry has emerged as one of the most
dynamic and fast-paced industries due to the entry of several new players. Total consumption
expenditure is expected to reach nearly US$ 3,600 billion by 2020 from US$ 1,824 billion in
2017. It accounts for over 10 per cent of the country’s Gross Domestic Product (GDP) and
around 8 per cent of the employment. India is the world’s fifth-largest global destination in
the retail space.
Retailers differ from industrial companies in that they do not produce tangible products. They
purchase merchandise from manufacturers in large quantities for resale to consumers at a
profit. The domestic Retail Store industry is mature and highly competitive. Many retailers
have been in business for the better part of a century and, thus, have had time to fully cover
targeted markets. These companies must provide desirable products, while managing
inventory and controlling costs, to succeed. From an investment perspective, the sector
generally tracks the broader stock market, on average. Some retail stocks can be volatile,
though, making them best suited for short-term accounts. However, there are a few well-
established companies suitable for the conservative investors.

Market Size
India’s retail market is expected to increase by 60 per cent to reach US$ 1.1 trillion by 2020,
on the back of factors like rising incomes and lifestyle changes by middle class and increased
digital connectivity. Online retail sales are forecasted to grow at the rate of 31 per cent year-
on-year to reach US$ 32.70 billion in 2018.
India is expected to become the world’s fastest growing e-commerce market, driven by robust
investment in the sector and rapid increase in the number of internet users. Various agencies
have high expectations about growth of Indian e-commerce markets.

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 CHAPTER – 3

DATA COLLECTION & ANALYSIS

1 Profile of the Respondent

3.1.1 Age of the Respondent

Table 3.1.1

Age of the Respondent

Age Range Total Number of Respondent

<15 02
15-25 10
25-40 10
40-50 10
50-60 08
>60 0

NO of respondent
12
10 10 10
10
8
8

6
NO of respondent
4
2
2
0
0
<15 15-25 25-40 40-50 50-60 >60

Graph 3.1.1 shows out of the 40 respondent 02 are related with the age group of <15, 10 are
related with the age group 15-25, 10 are belongs to 25-40 age of group and 10 are related
with 40-50 or 8 are 50-60 and 0 are belongs to greater than 60 years.

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2 -THE CUSTOMER ATTITUDE AND PREFERENCE TOWARS
KORYO.

3.1.2 Customer attitude and preference.

Particular No of respondent Percentage
Positive attitude 18 45%
Negative attitude 22 55%

no of respondent

18
positive attitude
nagative attitude
22

According to data the attitude of maximum people were negative (55%) towards koryo brand
of big bazaar only 45% people had positive attitude.

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3 - CUSTOMER SATISFACTION LEVEL TOWARD KORYO BRAND.

3.1.3 Level of customer satisfaction.

Particular No of respondent Percentage
Low 14 35%
Average 16 40%
High 10 25%

no of respondent

10
14
low
average
high

16

According to the data 35% customers are satisfied and 40% customer comes under the
average satisfaction level and remaining 25% customers are highly satisfied with the koryo
brand.

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 CHAPTER – 4

FINDING –

 Out of the 40 respondent 02 are related with the age group of <15, 10 are related with
the age group 15-25, 10 are belongs to 25-40 age of group and 10 are related with 40-
50 or 8 are 50-60 and 0 are belongs to greater than 60 years.

 The attitude of maximum people was negative towards koryo brand of big bazaar
only 45% people had positive attitude.

 Satisfaction level shows the maximum customer are not highly satisfied with the
product, 35% customers are satisfied and 40% customer comes under the average
satisfaction level and remaining 25 customers are highly satisfied with the koryo
brand.

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CONCLUSIONS –

Accomplishing this live project on analysis of customer attitude, preference and satisfaction
level toward koryo product was an excellent and knowledge gaining experience for me.

Koryo is a new brand of big bazaar and the maximum customers are not aware about the
product. The level of satisfaction is average so in this situation they need to provide better
quality of product which helps to enhance the satisfaction level of customers.

SUGGESTION –

 Considering the potential customer in rural areas, the companies should give
advertisement in local news papers to create more and more awareness & to promote
their koryo brand.

 To create a social media presence (like facebook, twitter, LinkedIn etc). That can be
vital tools in developing customer awareness because they serve as forums where
customers discuss about products and items. The easier you can make it for people to
provide a link to your company, so other may follow, the more people will become
aware of your product brand.

 Koryo has to implement good customer relationship management strategy that

enhances customer Awareness level.

 To provide better quality of product to their potential customers.

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 ANNEXURE

1. Name _____________

2. Age ____________

3. Education Qualification

a. Up to 10th Standard
b. Up to 12th Standard
c. Up to UG
d. Up to PG
e. Other

4. Are you satisfied with koryo product?

a) YES
b) NO

5. Will you prefer koryo product again?

a) YES
b) NO

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 BIBLIOGRAPHY
 www.google.com

 www.bigbazaar.com

 BOOKS

 JOURNALS

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