[ VOLUME 5 I ISSUE 3 I JULY– SEPT 2018] E ISSN 2348 –1269, PRINT ISSN 2349-5138

A STUDY ON CUSTOMER SATISFACTION TOWARDS BIG BAZAAR WITH

REFERENCE TO TIRUPUR CITY

R.Sangeetha
Assistant Professor, Department of E-Commerce, Vellalar College for Women (Autonomous), Erode.

Received: June 20 , 2018 Accepted: August 07, 2018

ABSTRACT Customer Satisfaction is a measure of how products and services supplied by a company to meet or
surpass customer expectation. Customer service and shopping comfort are at the core of Big Bazaar’s philosophy.
Innovation and initiative define its brand character.The concept of everything under one roof, competitive price,
responsiveness, assurance, empathy, merchandise quality, store loyalty bring more customers to the store. Hence, an
attempt has been made to reveal the customer satisfaction towards big bazaar with reference to Tirupur city.
Keywords: Customers, Quality, Satisfaction and Service

IN TRO D UC TIO N
Big Bazaar is the chain of retail stores of the Big Banner Pantaloons Retail (India) Ltd., which in turn is a
segment of the Kishore Biyani, regulated Future Group of Companies. It stands for delivering value for
money. Customer service and shopping comfort are at the core of Big Bazaar’s philosophy. Innovation and
initiative define its brand character. It strives to reach out to its customers by imbibing the local flavor and
melting into the local geography. Moreover the customer friendly ambiance and the organized retailing of
products also make Big Bazaar one of the successful retail companies in India.
OBJECTIVES OF THE STUDY
 To identify the level ofcustomersatisfaction towards service rendered by BigBazaar.
 To identify the customer opinion about the discounts and offers.
 To know the customer perception about the quality and prices schemes in Big Bazaar.

RESEARCH METHODOLOGY
Both primary and secondary data were used for data collection. The secondary data were collected from
various websites, journals and magazines. The primary data was collected by means of structured interview
schedule. Convenient sampling technique has been used in the study, and the sample size is 200. In order to
analyze the objectives of the study, several statistical methods and tests namely percentage analysis, chi
square analysis, point analysis and rank correlation were used in the study.
REVIEW OF LITERATURE
Oliver (1977) defines “satisfaction is customer fulfillment response. It is a judgment that a product or
service feature, or the product of service itself, provided (or is providing) a pleasurable level of consumption
- related fulfillment, including levels of under or over fulfillment.Mr.N.MohammedNizar (2000): analysed"
A study on customer services at BSNL with special reference to Coimbatore city" the study was used to
understand the expectations of customers and serve them in a better way. Mr.N.Kathirvel (2006):
conducted “A study on customer satisfaction towards Big Bazaar”. The main objective of the study is to
identify the factor which satisfies the customers in an effective manner.Mr.S.Jaishankar (2008):
conducted"“A study on customer satisfaction towards Big Bazaar”. The objective of the study was to
identify the awareness among customers regarding the services rendered by Big Bazaar.
Mr.S.Venkatesh (2010): conducted “A study on customer services towards surf excel with special reference
to Erode town”. The objective of the study was to identify the level of satisfaction towards services
rendered by the company. Mr.Y.M.Ramesh (2012): conducted “A study on customer’s opinion and
satisfaction towards hypermarket- in case of Big Bazaar, Hubli”. The study shows that customers are very
loyal towards Big Bazaar.
DEMOGRAPHIC PROFILE OF THE RESPONDENTS
FACTORS CATEGORY NO.OF.RESPONDENTS PERCENTAGE
Gender Male 86 43
Female 114 57

746𝗓 IJRAR- International Journal of Research and Analytical Reviews Research Paper
[VOLUME 5 I ISSUE 3 I JULY – SEPT 2018] e ISSN 2348 –1269, Print ISSN 2349-5138
http://ijrar.com/ Cosmos Impact Factor 4.236
Marital status Married 110 55
Unmarried 90 45
Educational Qualification School level 82 41
Undergraduate 68 34
Post graduate 50 25
Family income Below 10000 48 24
Rs 10000-20000 96 48
Rs 20001-30000 42 21
Above 30000 14 7

The above table visualizes the demographic profile of the 200 respondents 57% of respondents are female.
55% of them are married, 41% of the respondent’s educational qualification is school level. As far as the
income isconcerned, 48% of the respondent’s family income is Rs 10000-20000.
SOURCE OF AWARENESS
SOURCE NO.OF. RESPONDENTS % OF RESPONDENTS
Newspaper 40 20
TV Advertisement 86 43
Friends & Relatives 74 37
TOTAL 200 100
The above table reveals that 43% of the respondents are aware about big bazaar through TV advertisement,
37% of the respondents through friends & relatives and 20% of the respondents through newspaper.
PREFERENCE ON SALES PROMOTION ACTIVITIES
SALES PROMOTION ACTIVITIES NO.OF %
.RESPONDENTS OF RESPONDENTS
Issuing coupons for Bulk purchases 46 23
Free passes for special events 32 16
Gifts 28 14
Discount sales 94 47
Total 200 100
The above table depicts that 47% of the respondents prefer discount sales, 23% of the respondents prefer
issuing coupons for bulk purchases, 16% of the respondents prefer free passes for special events and 14%
of the respondents prefer gifts.
REASONS FOR PREFER SHOPPING IN BIG BAZAAR
REASONS I II III IV V VI TOTAL POINTS RANK
Low price 40 39 40 21 26 48 716 III
Quality 70 46 32 28 12 12 898 I
Product variety 46 53 48 27 20 06 860 II
Location 19 14 25 10 50 82 496 VI
Freshness of products 12 18 18 79 45 28 589 V
Arrangements of goods 15 28 37 49 45 26 641 IV

The above table depicts that the majority of the respondents prefer shopping in big bazaar for their quality
products.
LEVEL OF STATISFACTION TOWARDS SERVICES RENDERED BY BIGBAZAAR
SERVICE RENDERED HS S N DS HDS TOTAL POINTS AVERAGE SCORE
Parking 24 48 32 56 40 560 2.80
Time Delivery 48 52 62 20 18 692 3.46
Billing System 51 42 57 32 28 686 3.43
Free Home Delivery 48 59 65 16 12 715 3.57

The above table depicts that the average score of the services rendered such as time delivery, billing system,
free home delivery are above the normal score and the average score of parking facility is below the normal
score. So management should concentrate on parking facilities.

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[ VOLUME 5 I ISSUE 3 I JULY– SEPT 2018] E ISSN 2348 –1269, PRINT ISSN 2349-5138
STAFF BEHAVIOURS IN BIG BAZAAR
BEHAVIOURS SA A N DA SDA TOTAL AVERAGE
POINTS SCORE
Staff greeted you 35 52 68 20 25 652 3.26
Staff answer your questions 31 36 62 39 32 595 2.97
Staff knowledge about products and service 22 36 25 57 60 503 2.52
Staff was courteous throughout 35 61 58 30 16 619 3.09
Staff communicate in a language that you understand 39 43 72 30 16 649 3.24
The above table reveals that the average score of the behaviors such as staff greeted you, staff courteous
throughout, staff communicate in a language that you understand is above the normal score and the average
score of behaviors such as staff answer your questions, Staff knowledge about products and service are
below the normal score. So management concentrates on that area.
LEVEL OF SATISFACTION ON PRODUCTS IN BIG BAZAAR
ITEMS HS S N DS HDS TOTAL POINTS AVERAGE SCORE
Cloths 30 43 66 39 22 620 3.10
Grocery 42 51 78 20 09 697 3.48
Food 13 25 42 72 48 483 2.41
Leather 33 41 64 38 24 621 3.10
Electronics 35 37 59 41 28 610 3.05
Gifts 14 27 45 69 45 496 2.48
The above table reveals that the average score of the items grocery, cloth, leather and electronics are above
the normal score. The average score of food items and gifts are below the normal score. So the management
should concentrate on food & gift section with introducing newand deliciousproducts.
CHI- SQUARE TEST
HYPOTHESIS
 There is no significant difference between Monthly Income & Frequent Visit.
 There is no significant difference between Monthly Income & Amount spent for shopping.
 There is no significant difference between Educational qualification & Mode of payment.
S.NO FACTORS DEGREE OF CALCULATED TABLE RESULT
FREEDOM VALUE VALUE
1 Monthly income Vs 9 33.21 19.02 Accepted
Frequent visit
2 Monthly income Vs 9 94.66 19.02 Accepted
Amount spend
3 Qualification Vs 3 29.60 7.81 Accepted
Mode of payment

SUGGESTIONS
 Consumer feedback system to be followed to provide an opportunity for the customer to lodge
complaints.
 Big Bazaar should provide adequate parking facilities to retain their customers.
 Concentrate more on promotional activities to increase their sales and profit.
 Proper training to be given to the floor staff to handle the customers in an effective manner.
 New products to be introduced to attract the customers.
CONCLUSION
Big Bazaar has no doubt made a big name in the retail industry of India; moreover shopping here is further
made a memorable and joyful experience with the varied rates of discounts on products as well as discount
vouchers available in a variety of amounts. The concept of everything under one roof, competitive price,
responsiveness, assurance, empathy, merchandise quality, store loyalty bring more customers to the store.
REFERENCES
1. Kotler Philip, Marketing Management, (Pearson education, 12th edition)
2. Malhotra K.Naresh, Marketing Research (An applied orientation), Research design, (Prentice hall of India pvt
5th edition)
3. “It Happened in India”, Kishore Biyani with Dipayan Baishya, 2007, Rupa Publications, New Delhi.

748𝗓 IJRAR- International Journal of Research and Analytical Reviews Research Paper