LLOYD INSTITUTE OF MANAGEMENT & TECHNOLOGY

PLOT NO 11, KNOWLEDGE PARK-2, GREATER NOIDA-201306 (UP)

TO STUDY CUSTOMER RELATIONSHIP MANAGEMENT IN

RETAIL SECTOR (BIG BAZAAR)

(Submitted in partial fulfillment of the requirements for MBA)

By (Dr. Shruti Tryambak)

Name of Student (VICKY KUMAR)

Roll No. (1901720700244)

Batch of (2019-21)
 CERTIFICATE OF ORIGINALITY

(To be filled in by the student in his / her handwriting)

I___VICKY KUMAR_________ Roll No __1901720700244___of

Batch 2019-21 is a fulltime bonfide student of second year of MBA

Program of Lloyd
Institute of Management & Technology, Greater Noida. I hereby certify
that this project work carried out by me. The report submitted in partial
fulfillment of the requirements of the program is an original work of mine
under the guidance of the faculty mentor ____ DR. SHRUTI
TRYAMBAK __________and is not based or reproduced from any
existing work of any other person or on any earlier work undertaken at
any other time or for any other purpose, and has not been submitted
anywhere else at any time

(Student's Signature)
Date: ________________

(Faculty Mentor's Signature)

Date: ___________________
 CERTIFICATE

This is to certify that VICKY KUMAR has undertaken this project report
work entitled “TO STUDY CUSTOMER RELATIONSHIP
MANAGEMENT IN RETAIL SECTOR (BIG BAZAAR)
” for the partial fulfillment of the award of Master of Business
Administration degree from LIMT. As per best of my knowledge this project
report work is an original piece of work and has
Not been submitted or published elsewhere.

I wish to VICKY KUMAR all the best for his/her bright future ahead.

(Assistant Professor)
 ACKNOWLEDGEMENT

This project is the outcome of sincere efforts, hard work and constant guidance
of not only me but a number of individuals. First and foremost, I would like to
thank LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY,
GREATER NOIDA for giving me the platform to work with such a prestigious
company in the marketing sector sector. I am thankful to my faculty guide for
providing me help and support throughout the Project Report period.
I owe a debt of gratitude to my faculty guide who not only gave me valuable
inputs about the industry but was a continuous source of inspiration during these
months, without whom this
Project was never such a great success.
Last but not the least I would like to thank all my Faculty members, friends and
family members who have helped me directly or indirectly in the completion of
the project.

VICKY KUMAR
(190172070024
 INDEX

CONTENTS

1. INTRODUCTION

2. COMPANY PROFILE

3. MARKETING MIX

4. CUSTOMER SERVICES IN BIG BAZAAR

5. SWOT ANALYSIS

6. RESEARCH METHODOLOGY

7. DATA ANALYSIS

8. FINDINGS OF THE REPORT

9. CONCLUSION

10. RECOMMENDATIONS

11. BIBLIOGRAPHY

12. ANNEXURE: QUESTIONNAIRE

 1. INTRODUCTION

Retail means selling goods and services in small quantities directly to

customers. Retailing consists of all activities involved in marketing of goods
and services directly to consumer for their personnel family and household use.
The Indian retailing industry is becoming intensely competitive, as more and
more players are serving for the same set of customers.

The major retail players are Pantaloon Retail, Shoppers Stop, Reliance, etc.
Retailing is one of the biggest sectors and it is witnessing revolution in India.
The new entrant in retailing in India signifies the beginning of retail revolution.
India's retail market is expected to grow tremendously in next few years.
According to AT Kearney, The Windows of Opportunity shows that Retailing
in India was at opening stage in 1995 and now it is in peaking stage in 2008.
India's retail market is expected to grow tremendously in next few years. India
shows US$330 billion retail market that is expected to grow 10% a year, with
modern retailing just beginning. India ranks first in 2005.

According to Harward Business Review ―an exceptionally satisfied customer

is 6 times more likely to buy again as one who is merely satisfied & only 5%
increase in customer loyalty can boost profit from 25% to 85% ,Syed Valiullah
Bakhtiyari.

2015 SECTOR DETAILS: In India, the most of the retail sector is unorganized.
In India, the retail business contributes around 10 percent of GDP. of this, the
organized retail sector accounts only for about 5 percent share, and the expected
annual growth rate is 5% per annum and remaining share is contributed by the
unorganized sector.

The main challenge facing the organized sector is the competition from
unorganized sector. Unorganized retailing has been there in India for centuries,
theses are named as mom-pop stores. According to A T Kearney, the organized
retailing is expected to be more than $23 billion revenue by 2010.
In organized retailing will grow faster than unorganized sector and the growth
speed will be responsible for its high market share, which is expected to be $ 17
billion by 2010-11.This organized retail sector mix includes supermarkets,
hypermarkets discounted stores and specialty stores, departmental stores.

For example, Spencer network has 69 stores, which includes seven Spencer
hypermarkets, three Spencer super markets and 49 Spencer Daily’s. Now the
company is planning to open 20 stores in 10 cities in six months. The top 10
retailers account only for 2% of total market, today modern retailing is expected
to enter a boom phase, which has major players and these players might capture
10% of total market, within next five years.
 2. COMPANY PROFILE

Big Bazaar, is the chain of retail stores of the big banner Pantaloon Retail
(India) Ltd., which in turn is a segment of the Kishore Biyani, regulated Future
Group of Companies.

Moreover the customer friendly ambiance and the organized retailing of

products also make Big Bazaar one of the successful retail companies in India.
Big Bazaar, a part of the Pantaloon Group, is a hypermarket offering a huge
array of goods of good quality for all at affordable prices.

Big Bazaar with over 50 outlets in different parts of India, is present in both the
metro cities as well as in the small towns. Big Bazaar has no doubt made a big
name in the retail industry of India, moreover shopping here is further made a
memorable experience with the varied rates of discounts on products as well as
discount vouchers available in a variety of amounts, like INR 2000, INR 3000,
INR 4000, INR 5000 and INR 10000 on all Big Bazaar products and
accessories.

The variety of product range in Big Bazaar:

This large format store comprise of almost everything required by people from
different income groups. It varies from clothing and accessories for all genders
like men, women and children, playthings, stationary and toys, footwear,
plastics, home utility products, cosmetics, cocker, home textiles, luggage gift
items, other novelties, and also food products and grocery.
The added advantage for the customers shopping in Big Bazaar is that there are
all time discounts and promotional offers going on in the Big Bazaar on its
salvable products.

THEORETICAL BACKGROUND Market as the world Spain into the next

millennium, their things are always omnipresent in the universe. Market is one
of them. The role of market is very important to all of us. Any one, who has
need for something, cannot keep away from the influence of the market. The
markets are so intimately connected with day to day and we know the
difficulties when the markets do not operate on a day.

Marketing Today as we step to the 21st century, marketing as a subject as

profession is going more and more importance. Marketing is very attractive at
the company, state, national and international levels. Marketing is clearing the
ladder for the company to reach its goals or end result. Marketing is so basis
that it cannot be considered as a separate function, it is the whole business seen
from the point of its final result that is from the customer point of view.

The importance of marketing concept is being realized by many organizations.

These organizations are involving themselves in the developing marketing
activities to satisfy the needs and wants of a group of customers. The
segmentation concept has helped in the development of the new products and
services and also specialization in selling is being attained with the development
of new markets and new avenues of selling.

A wide variety of consumer and producer goods have been designed for many
marketing and has become a good profession. Customer service is the provision
of services to customers before, during and after a purchase.

According to Turban “Customer service is a series of activities designed to

enhance the level of customer satisfaction – that is, the feeling that a product or
service has met the customer expectation." Its importance varies by product,
industry and customer; defective or broken merchandise can be exchanged,
often only with a receipt and within a specified time frame.

Big Bazaar will often have a desk or counter devoted to dealing with returns,
exchanges and complaints, or will perform related functions at the point of sale;
the perceived success of such interactions being dependent on employees "who
can adjust themselves to the personality of the guest," Customer service plays
an important role in an organization's ability to generate income and revenue.
From that perspective, customer service should be included as part of an overall
approach to systematic improvement. A customer service experience can
change the entire perception a customer has of the organization. Customer
support is a range of customer services to assist customers in making cost
effective and correct use of a product.

It includes assistance in planning, installation, training, trouble shooting,

maintenance, upgrading, and disposal of a product. A multi-task position
drawing on extensive CUSTOMER SERVICE experience to advance a proven
track record for developing and maintaining key accounts and improving
departmental efficiencies.

Board of directors

1. Managing director
 Mr kishore Biyani

2. Wholetime Director
 Mr Gopikishan Biyani
 Mr Rakesh Biyani

3. Director
 Mr Shailesh Haribhakti
 Mr S.Doreswamy
 Mr Darlie Koshy
 Mr Anil Harish
 Big Bazaar Hyper mart chain in India
Outlet 140 Outlets
Parent Group Future Group
Owner Kishore Biryani
Founded 2001
Head Quarter Jogeshwari Mumbai
Industry Retail
Tagline Iss se sasta aur achha kahi
nahi

OBJECTIVES

 To analyze how the mix influence the customer satisfaction level.

 To determine the current status of big bazaar.

 To study the satisfaction level of customers with regard of big bazar

 To find out the buying behavior of the customers coming in to Big

Bazaar.

 To identify main competitors of Big Bazaar with regard to services

 IMPORTANCE OF STUDY

Its provide guideline for further research in area for organized retail.
Research says aboutcustomer buying behavior towards Big Bazaar. The
research is also important to identify Marketsize, growth and Market
Potential of Big Bazaar.

The research shows future Scenario of BigBazaar in current perspective.

The study shows Opportunities and challenges for Big Bazaarrespect of
internal & external environment.

Research say about main competitors in the field oforganized retail

sectors. The study provide guideline to further extension of Big Bazaar.
Thestudy provide help to know the customers satisfaction with Big
Bazaar stores.

SCOPE OF STUDY

The scope of this research is to identify the buying behavior of customers

of Big Bazaar. Thisresearch is based on primary data and secondary data.
This study only focuses on urban buyingbehavior of customers.

The study does not say anything about rural buying behavior of
customerbecause rural norms/status/attitude & acceptance of the rural
customers differs with urbancustomers. It provides help to further the
research for organized retail sector. It aim to understandthe skill of the
company in the area like technological advancement, competition in
management.
 CORE VALUES

1. Indianness-Confidence in ourselves

2. Leadership-To be leader in thought & business

3. Openness-To be open in & receptive to new ideas, knowledge &

information

4. Adaptability-To be flexible & adaptable, to meet new challenges.

 3. MARKETING MIX

Marketing Mix of Big Bazaar analyses the brand/company which covers 4Ps
(Product, Price, Place, Promotion) and explains the Big Bazaar marketing
strategy. There are several marketing strategies like product/service innovation,
marketing investment, customer experience etc. which have helped the brand
grow.

Marketing strategy helps companies achieve business goals & objectives, and
marketing mix (4Ps) is the widely used framework to define the strategies. This
article elaborates the product, pricing, advertising & distribution strategies used
by Big Bazaar.
Let us start the Big Bazaar Marketing Mix & Strategy:

Big Bazaar Product Strategy:

The product strategy and mix in Big Bazaar marketing strategy can be explained
as follows:
The product in the marketing mix of Big Bazaar can be classified into the
following categories –

Apparels, Food, Farm Produce, Home and Personal Care and Chill Station.
Apparels usually comprise denims and T shirts, fabrics and cut pieces, casual
clothing, party clothing, ethnics wear, accessories, under garments, dress
materials, sarees and the likes.

Big Bazaar offers food which comprises ready to eats, ready to cook packages,
spices, chilled drinks, tea and coffee etc. Farm products include vegetables,
fruits, dairy products and imported fruits/vegetables and luxury fruits. Chill
stations are at Big Bazaar offering soft drinks, packages juices, milk and milk
products, frozen foods and ice creams.
Home and personal care include detergents, soaps, creams, deodorants, plastic
products and crockery. Other than these Big Bazaar also offers Electronics,
Fashion and Jewellery items and Kids and Child products.

Big Bazaar Price/Pricing Strategy:

Below is the pricing strategy in Big Bazaar marketing strategy:

Big Bazaar has always endeavoured to strike a good balance between
profitability and value pricing of its products.
Since major target audiences for Big Bazaar comprises middle class
homemakers, value for money and competitive pricing is the strategy adopted.
This in conjunction with multiple offers, sales, special discounts, season offs etc
make purchasing from Big Bazaar lucrative.

Besides this Big Bazaar also offers certain goods at low interest rates and uses
psychological model of pricing as well as differential and bundling price
strategies. Hence, the pricing strategy in the marketing mix of Big Bazaar is not
solely dependent upon competition and regulatory authorities.
Big Bazaar Place & Distribution Strategy:

Following is the distribution strategy of Big Bazaar:

Big Bazaar’s strategy of correctly identifying areas which have high potential
development and growing purchasing power and invests in real estate for the
opening of their retail stores. These are usually areas high in population and
traffic movement. Their Express format has an area of roughly 15-18000 square
feet, their hypermarkets usually have an area of 40-45000 square feet while the
super centres have upto 1 lakh square feet. Big Bazaar currently have 100+
stores spread across 34 cities.
There are plans of expanding stores to other tier 2 cities with an infusion of Rs
350 crore

Big Bazaar Promotion & Advertising Strategy:

The promotional and advertising strategy in the Big Bazaar marketing strategy
is as follows:
Big Bazaar is known for promoting its products in very catchy, easy to
remember ways using memorable punchlines. For below the line promotion,
they offer discounts and coupons along with money back guarantees and several
exchange offers.

For Above the line promotion Big Bazaar run advertising campaigns on
television and radio while also publishing print ads in newspapers and
magazines, besides online promotion. Hence the promotional strategy in the
marketing mix of Big Bazaar is mostly a 360 branding technique.Since this is a
service marketing brand, here are the other three Ps to make it the 7Ps
marketing mix of Big Bazaar.

People:
Very well trained and knowledgeable staff assists people in purchasing the right
things which Big bazaar has in spades (roughly 10,000 employees). The people
strategy in the marketing of Big Bazaar is primarily having the right people
trained in the right way to serve the customers.
The uniform and overall grooming, smartness of their employees helps achieve
a professional outlook implying that they mean business and are serious about
the choices that their customers make through assists. Baggage counters and
security guards also help check foul play and ensure safety.

Process:
From the free delivery of goods purchased for over Rs 1000 to streamlining of
the cash counter processes through technological application and more efficient
queueing systems in place, Big Bazaar realizes the importance processes play in
the sale of merchandize and understands the implications this has on customer
retention and satisfaction.

Physical Evidence:
Big Bazaar prominently displays tags/name slips and readouts for all its
products and merchandize. This helps in better search and navigation and
reduces buyer purchase time, thereby generating more profits. The stocking of
goods is done systematically and in proper stacks so as to make them visually
appealing. Thus, all this provides an overview on the marketing mix of Big
Bazaar.
 4. CUSTOMER SERVICES IN BIG BAZAAR

Customer service is the provision of services to customers before, during

and after a purchase.

According to Turban “Customer service is a series of activities designed

to enhance the level of customer satisfaction – that is, the feeling that a
product or service has met the customer expectation. "Its importance
varies by product, industry and customer; defective or broken
merchandise can bee exchanged, often only with a receipt and within a
specified time frame.

Big Bazaar will often have a desk or counter devoted to dealing with
returns, exchanges and complaints, or will perform related functions at
the point of sale; the perceived success of such interactions being
dependent on employees "who can adjust themselves to the personality of
the guest,

"Customer service plays an important role in an organizations ability to

generate income and revenue. From that perspective, customer service
should be included as part of an overall approach to systematic
improvement.

A customer service experience can change the entire perception a

customer has of the organization .Customer support is a range of
customer services to assist customers in making cost effective and correct
use of a product. It includes assistance in planning, installation, training,
troubleshooting, maintenance, upgrading, and disposal of a product

.A multi-task position drawing on extensive CUSTOMER SERVICE

experience to advance a proven track record for developing and
maintaining key accounts and improving departmental efficiencies.
 OBJECTIVE OF CUSTOMER SERVICES

 Provide customers and staff with clear standards and expectations

 Ensure all customer contact reaches an appropriate conclusion

 Minimize incidences of repeat contact

 Seek to provide a seamless service for customers

 Provide equal and easy access to our services at a time, place and
channel that meet the needs of residents, businesses and other
stakeholders

 Cater for customers needs irrespective of age, gender, physical or

financial ability, ethnic origin, race, religion or geographical location

 Provide a prompt, courteous and knowledgeable response to all

customer enquiries.

 Equip our staff to provide customers with an excellent standard of

service

 Enable our customers to provide feedback easily, through complaints,

customer surveys, etc

 Use customer compliments, comments and complaints to drive

improvements to service Good customer service is the lifeblood of any
business. You can offer promotions and slash prices to bring in as many
new customers as you want, but unless you can get some of those
customers to come back, your business won't be profitable for long.
CUSTOMER SEGMENTATION IN BIG BAZAAR

Big Bazaar (large market) has lead to a revolution in retail sales in not only
metro cities, but also tier 1 and 2 cities. Till, 2000 the share of organized retail
in India was about 0.9%, which increased to 3.5% in 2003 and was about 12%
in 2010. Big Bazaar reaped huge benefits in this expansion of organized retail in
the country. But much of its success is attributed to its unique and innovative
marketing strategy involved in the process. Big Bazaar’s parent company,
Pantaloon Retail India Limited (PRIL) considered itself a classless retailer and
hence hasn’t tried much to segment the market and appeals to all demographic
and socio-economic segments in the market.

Big Bazaar entered the market with large hypermarket stores with a touch of
“Indianness”. They wanted to attract consumers who hitherto went to local
kirana stores for their daily purchases. To persuade the customers, Big Bazaar
incorporated elements of the bazaar experience into its stores. For example, the
Indian customers like touching and feeling certain products before making a
purchase, hence Big Bazaar had loose grains which they would touch and feel.

Addressing the second major concern, the customers are extremely price
sensitive and feel that organized stores charge a premium on products.
Dispelling their fears, Big Bazaar promoted its stores by a tagline “isse sasta aur
accha kahin nahin” (nowhere a cheaper and a better quality bargain), which
drove normal middleclass customers in hordes to the stores. While all this lead
to instant success, a no STP use also lead to a loss of a major opportunity, which
now the PRIL management is frowning upon.

In vowing middle class customers from all segments, Big Bazaar lost out on the
very important segment of upper class customers, which provide the maximum
revenue to any business, due to the high premium on high class goods. With the
entry of Reliance in retail and the pending legislation on FDI in multi brand
retail, it faces tough competition ahead. The profit margin in middle segment
goods is very less and hence the exclusion of luxury/upper class segment would
hurt Big Bazaar in the long run.
 5. SWOT ANALYSIS

SWOT Big Bazaar Analysis examines Strengths, Weakness, Opportunities, and

Threats. The strengths & weaknesses are internal factors and opportunities and
threats are the external factors in the SWOT Analysis of Big Bazaar.

SWOT Analysis is a validated management technique that allows a brand like

Big Bazaar to measure its business & results relative to competitors and
industry. Big Bazaar is also one of the biggest lifestyle and retail brand in this
industry.

Strengths in the SWOT Analysis of Big Bazaar

 Big Bazaar is targeting Upper Middle Class & Middle-Class People.

 Big Bazaar offers variety, quality, variants and convenience

 Product rage is very wide.

 Strong presence in the local market.

 Promotions like discounts, sales, exchange offers, etc. are attracting

customers.

 Advertisements with brand ambassadors have also boosted sales of Big

Bazaar.
  Big Bazaar is able to maintain its good brand image in the minds of the
customers.

 The infrastructure is good.

 Offers are attractive.

 Big Bazaar is located in areas with high footfalls.

 Big Bazaar has invested a huge amount in the Retail industry.

 Largest Retail Chain Network in India.

 Big Bazaar offers a good shopping experience.

 Online Ordering systems and delivery systems are effective.

 Guerrilla Marketing Techniques of Big Bazaar is effective.

 Sales Persons are well trained and always ready to help customers in
making buying decisions.
 
Weaknesses in the SWOT Analysis of Big Bazaar

 Big Bazaar is not able to make a presence in the international market its
presence is restricted to India Only.
 Big Bazaar has not planned its retail according to lifestyle, taste, and
budget.
 Store opening time is not managed properly.
 Revenue is falling because of competitors and new entrants.
 During offers Big Bazaar is overcrowded.
 Billing takes time as the billing executives are explaining Future Pay
cards to each and every customer.
 Some advertised products are not available at the store.
 
Opportunities in the SWOT Analysis of Big Bazaar

 Big Bazaar can launch stores internationally.

 Premium segment products can be targeted.
 Opportunity to get Foreign Direct Investment for store operations.
 Rural markets can be targeted.
 New Malls and Shopping places are developing. Where a Big Bazaar
store can increase its revenue.
 Increasing Mall Culture attracts people to visit big stores. Big Bazaar can
offer local products that are based on regional requirements.
 

Threats in the SWOT Analysis of Big Bazaar

 Global competitors.
 Online groceries of Amazon, Flipkart, and other companies can affect the
market share of Big Bazaar.
 Competition among D-Mart & Reliance Retail.
 Unorganized retail is also a big threat.
 Government Policies and regulations related to the retail sector.
 International Players who are willing to open stores in India.
 6. RESEARCH METHODOLOGY

This research is to identify the buying behaviour of customers of Big Bazaar.

This research is based on primary data and secondary data. This study only
focuses on urban buying behaviour of customers. The study does not say
anything about rural buying behaviour of customer because rural status/attitude
& acceptance of the rural customers differs with urban customers. It provides
help to further the research for organized retail sector.

Objectives of the study:

1. To study & understand the factors influence in buying behaviour of customer

service at big bazaar.

2. To study various customer service practices by regard of big bazaar.

3. To know the effectiveness of sales service provided by big bazaar

4. To understand the customer feedback about future customer service in Big

Bazaar.

Methodology Adopted:

a. Primary Data –
Primary data is that which is collected fresh and thus happen to be Original in
character. The primary data is collected in the process of questionnaire and
interviews of the outlets. The primary data were derived from the answers
respondents gave in the structured questionnaire prepared by the researcher. A
personal interview was conducted with the help of a Questionnaire. The
respondents were asked to give their frank opinion regarding the concerned
matter and respondents have given valuable information.
The various methods of primary data collection which is used in this study are:

 Personal or Face to Face method

 Questionnaire Method

b. Secondary Data –
Secondary data is any data, which have been gathered earlier for some other
purpose. Data that have been previously collected for some project other than
the one at hand. Among the above mentioned types of data was used for the
study and analysis of the objective of this project, also the secondary to data
proved to be helping hand in framing up the industry scenario and also the
relevant topics in the entire project report. For collecting secondary data
researcher used internet, news papers and Hand outs.

Sampling Plan

A sample definite design is a definitive plan for obtaining a sample from a given
population. It refers to the technique or the procedure the researched would
adopt in selecting items for the sample design is determined before data are
collected. There are many sample design from researcher can choose.

Here researcher doing convenience sampling. This is also known as purposive

or non probability sampling. This sampling method involves purposive or
deliberate selection of particular units of the universe for constituting a sample
which represent the universe. When population elements are selected for
inclusion in the sample based on ease of access.

Since it is not possible to study whole universe, it becomes necessary to take

sample from the universe to know about its characteristics.

1. Sampling Units: Customers of Big bazaar at Jayanagar 9th Block Bangalore.

2. Sample Technique: Convenience non probability

3. Research Instrument: Structured Questionnaire includes multi choice answers

to be chosen by the respondents.

Sample Size: The survey is conducted in the city of Bangalore big bazaar, with
200 customers as respondent.

Limitations

 Insecurity limiting access to the population of concern

 The lack of time to carry out a survey

 The lack of funding necessary to carry out a survey

 The lower priority for carrying out a survey because of competing urgent tasks

 Due to company’s policies certain information is not sharing

 7. DATA ANALYSIS

RESULT OF SURVEY ON CRM IN RETAIL MANAGEMENT

(BIG BAZAAR)

CUSTOMER SURVEY

1. Are you satisfied with the services provided by Big-Bazaar?

YES 20 5 NO CAN’T
5 SAY

Result:

From the above table it is clear that customers are satisfied with the services of
Big Bazaar because out of 30 customers 20 has given the positive answer in
favor of Big Bazaar.

2. How do you find the Shopper Assistant’s behavior?

 HELPING 18 NOT HELPING 7 RUDE 5

Result:

From the above table it is clear that customer are satisfied with the attitude of

the shopper’s .Out of 30 customer all 18 customer are satisfied.

3. How would you rate the Shopper Assistant’s behavior on the scale of five?

5 10 4 14 3 05
3 2 1 2 1 00
1
Result:

Out of 30 customer,11customer have given the 5 marks

to shopper . Assistant behavior while 14 has given 4 marks&5 has given 3

marks

4. Do you find the Layout of Food-Bazaar helpful in Shopping Experience?

YES 20 NO 8 CAN’T SAY 2

Result:

Out of 30 customers ,18 have told that they like the layout of Big Bazaar while
8 told that they do not like very much.

5. What do you like most about Big-Bazaar ?

7 5
CREDIT FACILITY TRANSPORTATION FACILITY

18
DELIVERY SERVICES
Result:

Out of 30 Customer, 18 customers like delivery services of Big Bazaar while 7

customers like the credit facility&5 customers like transportation facilities. So it
is clear that customer wants delivery services most.

6. How often do Big-Bazaar services exceed your expectations? (Customer

Delightness)

ALWAYS 18 SOMETIMES NEVER 3

9
Result:

Out of 30 Customers ,18 customers said that Big Bazaar always provide better
services &it exceed their expectation.

7. Do you think that Big-Bazaar follow the ethical Mktg. Practices like right
pricing, right quality and right quantity?

YES 25 NO 5 CAN’T SAY 0

Result:

Out of 30 customer,25 customers have told that BigBazaar following the ethical
marketing practices.

8. What comes first when you think about Food–Bazaar?

PRICE 20 QUALITY 10
Result:

Customer said that when they think about Big Bazaar they think about price.
out of 30 customer 20 customer have told this while 10 customer said that they
think about quality.

9. How would you rate theme–setting display of Food-Bazaar in comparison to

other?

EXCELLENT 9 GOOD 18 SO-SO 3 BAD 0

WORST 0
Result:

Out of 30 customers, 9 customers said that Food Bazaar theme is excellent

while 18 customers said that it is good &3 customers said that it is ok.

RETAILOR SURVEY

10. What is the most important criteria of selection for their Store Assistant
and Store Manager?

1 5 4
Pleasing Personality Good Communication Team Work

Commitment toward Customer needs 10

Result:

Out of 20 retailers,10 has given importance to the store manager who have the
quality of identifying customer need, while others have given importance on
work & good communication skills.

11. Do you display all the entire stock on the rack or some amount is kept for
contingence? (Inventory availability)

Applicable to all product 14 Applicable to some product 4

Only to FMCG 2

8
Result:

Out of 20 retailer ,14 have told that they show all the product to customer, while
4 have told that show some product to the customer.

12. How do you decide of point of purchase counter?

Brand 2 Price 2 Customer preference 12 Product visibility 4

Result :

Out of 20 Retailer, 12 has said they use the customer preference for point of
purchase counter while other said that they use brand &product visibility.

13.What is the preference order for promotional activity to create customer

awareness?

Newspaper 10 Radio jingle 5 Advertising 1 Banner 4

Result :

Out of 20 retailer ,10 has told that they use Newspaper as their main tool for
promotional .

14. How would you analyse the customer satisfaction?

Number of repeat purchase 7 Loyalties benefit 3 Customer

10
database
Result :

20 Out of Retailer,10 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. What is your method of analyzing customer satisfaction?

Feedback 12 No. of repeat purchase 5

interaction of manager 3

With customer
Result :

Out of 20retailer, 12 have told that analyzing the customer satisfaction through
the feedback of customer.
 8. FINDINGS OF THE REPORT

Findings

In this survey the findings are given below:

1. Most of the stores are targeting almost all the segments of the society with
their USP being “Price benefit”

2. All the stores are in Prime Location.

3. Every Big Bazaar outlet have motivated and trained sales force.
4. Large variety of products are available ranging from clothes, food items,
electronic goods etc.
5. Staff is provided constant training for various peculiarities of customer
behavior.
6. Some of them offer discount sales and also send greetings to its loyal
customers.
7. Not much difference in the Layout of the floor designs in the various
branches. They try to maintain a similarity to maintain comfort levels of
customers.
8. These stores maintain Word of Mouth.
9. Customers are satisfied with the provided services.
10. International shopping experiences can be achieved from these stores.
 9. CONCLUSION

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

1: Growing your business will be a difficult task at best if you don’t perform,
meet and exceed your client’s expectations, and provide service that creates
customers for life.

2: Customer service is all about the customer’s perception. You have to do

more than just get the job done. You must deliver on all the things (big and
small) that affect the relationship with your client. Consider opportunities for
improvement in the following areas.

3: Setting/Reviewing Expectations: Do you work with your client to set

clear, appropriate, realistic expectations that you can always meet or exceed?
Are you clear about the responsibilities (both yours’ and the client’s),
timelines, and expectations of results? Are you then willing to go back and
review these expectations with the client at key points along the way?

4: Communication: Do you have mechanisms in place to ensure you’re

communicating with clients at every stage of the engagement, from the sales
process through to completion of the project? Being clear about where
you’re at, what’s been completed, what’s coming up next, who’s responsible,
 what results you can expect, etc.? Has the client ever had to ask you for these
things?

5: Organization: Are you organized? Punctual? Reliable? When 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 of? Even though you’ve done it
hundreds, maybe thousands of times before, do you take the time to organize
and prepare to make it the best client experience possible?

6: Committing to the Little Things: Don’t ever dismiss the power of all the
little things. Together they can make all the difference and really separate
you from the competition. Returning calls and emails in a timely manner.
Providing useful information to folks on a regular basis. Showing
appreciation for your clients through things like thank you notes, exclusive
client-only briefings, and open house, etc.

Clearly these are not the only relevant areas for creating great customer
service, I assure you. But these were some of the Factors which might
Provide a boost to the sales figures, though I am sure the organization would
have already implemented most of these measures already.
 10. RECOMMENDATION

1) 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.

2) 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.

3) 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.

4) 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.

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

6) 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
 11. BIBLIOGRAPHY

● Marketing Management
- Philip Kotlar

● Research Methodology
- C. R. Kothari

● Retail Marketing
J.A.Lamba

● Customer Relationship Management

- Jagdish and Seth

● www.indiainfoline.com

● www.google.com

● www.businessline.com
 12. ANNEXURE: QUESTIONNAIRE

QUESTIONAIRE ON CUSTOMER-RELATIONSHIP
MANAGEMENT IN RETAIL-SECTOR (Big BAZAAR)
RETAILOR BASED SURVEY

1.What is the most important criteria of selection for their Store Assistant and
Store Manager?

Pleasing Personality Good Communication Team Work

Commitment Toward Customer needs

2.Do you display all the entire stock on the rack or some amount is kept for
contingence?

Applicable to all product Applicable to some product Only to FMCG

3. Rate the following options as per your priorities while deciding the layout for
store?

Security m Computerization Parking Air-conditions

4.How do you decide of point of purchase counter?

Brand Price Customer preference Product visibility

5. What is the preference order for promotional activity to create customer

awareness?

Newspaper Radio jingle Advertising Banner

6. How would you analyze customer localities factor?

Number of repeat customer localities benefit customer database

7. What is your method of analyzing customer satisfaction?

Feedback No. of repeat purchase interaction of manager with

customer

8. What is the training methodology used to enhance customer satisfaction in

your employee ?