Retail (India) Ltd.




MAHARAJA AGRASEN INSTITUTE OF MANAGEMENT STUDIES Affiliated to Guru Gobind Singh Indraprastha University, Delhi PSP Area, Plot No. 1, Sector 22, Rohini Delhi 110085


This is to certify that I have completed the Summer Project titled ”Analysis on Customer Service at BIG BAZAAR” under the guidance of “Dr.Urvashi” in partial fulfillment of the requirement for the award of Degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an original piece of work & I have not submitted it earlier elsewhere.

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This is to certify that the summer project titled “Analysis on Customer Service at BIG BAZAAR”is an academic work done by “Nishant Raj” submitted in the partial fulfillment of the requirement for the award of the degree of Bachelor of Business Administration at Maharaja Agrasen Institute of Management Studies, Delhi, under my guidance & direction. To the best of my knowledge and belief the data & information presented by him/her in the project has not been submitted earlier.

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MAIMS for being my project guide. It was under his constant guidance that I have been able to complete my project and make it a great learning experience. Urvashi. indebtedness and sincere regards to Dr. yet there is no way out to recover to it for expressing my profound gratitude. Last but not the least are my Parents and friends who stood by me during my busy schedule of completing the project and left no stone unturned to provide me an environment of love and affection. I would also like to thank the whole team of Big-Bazaar. and on the other hand one can make simple expression of gratitude. Wazirpur for heir coordination and cooperation.ACKNOWLEDGEMENT “Acknowledgement is an art. Faculty.” Though the language is a poor substitute for sentiments. Nishant Raj 3 . and presence during completion of this project. one can write glib stanzas without meaning a word. their direct or indirect contribution through their valuable suggestion.

A seamless integration of all components in the service-profit chain – employee satisfaction. Pantaloon Retail (India) Ltd. Future group. and profit and growth – links all the critical dynamics of top customer service Sadly. value creation. you must make superior service second nature of your organization. They look for ways to cut costs or increase revenues. customer loyalty. which in turn results in higher profitability. customer satisfaction. This project focuses on analysis on customer service at Big bazaar. Exceptional customer service results in greater customer retention. They forget that satisfying customer needs and continuous value innovation is the only path to sustainable growth. often at the expense of the customer.. 4 .EXECUTIVE SUMMARY Big Bazaar is a future group company. They lose focus on the customer and start focusing on the bottom line and quarterly results. To achieve success. mature companies often forget or forsake the thing that made them successful in the first place: a customer-centric business model. smaller companies to emulate and improve upon what made their bigger competitors successful in the first place and steal their customers. This creates opportunities for new. In India first it was started in Mumbai in the year of 1987 and the main branch of Big Bazaar is in Mumbai. Customer loyalty is a major contributor to sustainable profit growth.

Mission & Core Values 1.2 Findings 24 47 Chapter 5 CUSTOMER SERVICE DESK 5.4 Research Limitations 12 13 15 16 18 Chapter 3 21 21 22 22 Chapter 4 RESEARCH ANALYSIS & INTERPRETATION 4.4 Store Operations 2.Chapters Chapter 1 CONTENTS COMPANY PROFILE 1.2 Timeline 2.5 Affiliated Companies 1.5 SWOT Analysis RESEARCH METHODOLOGY 3.2 Company History 1.1 About Big Bazaar 2.3 Sampling Plan 3. 2 4 6 7 8 9 Chapter 2 INTRODUCTION TO BIG BAZAAR 2.3 Innovations 2.4 About Future Group 1.2 Research Methodology 3.1 Introduction 5.3 About Pantaloon 1.1 Project Objective 3.2 Functions of CSD CONCLUSIONS & RECOMMENDATIONS BIBLIOGRAPHY 49 49 64 67 Chapter 6 Chapter 7 Chapter 8 QUESTIONNAIRE 69 5 .1 Analysis 4.6 Lines of Business Page No.1 Vision.


1 GROUP VISION Pantaloon (Future Group) shall deliver Everything. MISSION & CORE VALUES 1. sincerity.1. creating retail realty. Everywhere.1 VISION. We shall ensure that our positive attitude. humility and united determination shall be the driving force to make us successful.1. 1. 7 .1. We will be the trendsetters in evolving delivery formats. We shall infuse Indian brands with confidence and renewed ambition.2 GROUP MISSION Pantaloon share the vision and belief that their customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. cost. Every time for every Indian consumer in the most profitable manner. making consumption affordable for all customer segments – for classes and for masses.conscious and committed to quality in whatever we do. We shall be efficient.

Rewrite rules. Leadership: to be a leader.1. Retain values. Respect & Humility: to respect every individual and be humble in our conduct. 8 .1. to meet challenges. Introspection: leading to purposeful thinking. knowledge and information. both in thought and business. Valuing and Nurturing Relationships: to build long term relationships.3 CORE VALUES Indianness: confidence in ourselves. Adaptability: to be flexible and adaptable. Openness: to be open and receptive to new ideas. Flow: to respect and understand the universal laws of nature. Corporate Credo: . business and action. Simplicity & Positivity: Simplicity and positivity in our thought.

Tied up with Andhra Pradesh Handloom Weavers` Co-operative Society and National Institute of Fashion Technology in 2001. under the name of Manz Wear Private Limited.1. The Company has successfully launched the `Pantaloon` Trousers.2 COMPANY HISTORY The Company was incorporated on the 12th of October 1987. Pantaloon Retail (I) Ltd. 1991. Sleep Suits and other ready-made garments in 1992. The Company was converted into a Public Limited Company under the name of Manz Wear Limited on 20th September 1991. enters into Strategic alliance with Arvind Brands Ltd in 2004 Ties up Arvind Brands Ltd for Ruff & Tuff brand at its Big Bazaar outlets across the country in 2004.500 sq. The first Pantaloon was opened in Gariahat in 1997. Shirts. Hajji Ali. spread over an area of 4. Denims. The Company opened a state-of-art family store at prestigious `Crossroads`. ft in 1999 The name of the Company was changed with the approval of the Members to Pantaloon Retail (India) Ltd in 1999. Mumbai. 9 . The Company name was changed to Pantaloon Fashions (India) Limited vide certificate of incorporation dated the 25th September.

com are launched across the nation. Furniture Bazaar. India‟s first formal trouser brand. ‘Is se sasta aur accha kahi nahin’ – India‟s first hypermarket chain launched.the popular fashion chain is launched. the Indian jeans brand. Initial public offer (IPO) was made in the month of May. the supermarket chain is launched. Group enters into joint venture agreements with ETAM group and Generali. Food Bazaar. John Miller – Formal shirt brand launched. The Company starts the distribution of branded garments through multi-brand retail outlets across the nation. Launch of Pantaloons trouser. Launch of BARE. Plans forays into insurance and consumer credit.exclusive stores for plus-size individuals is launched. EZone.1 COMPANY TIMELINE 1987- Company incorporated as Manz Wear Private Limited. Pantaloons – India‟s family store launched in Kolkata. 10 . the company‟s financial arm launches real estate funds „Kshitij‟ and Horizon and private equity fund Indivision. Multiple retail formats including collection i. aLL – „a little larger‟ . Depot and futurebazaar. Big Bazaar.1. Central – „Shop. Fashion Station . The Pantaloon Shoppe – exclusive menswear store in Franchisee format launched across the nation. 199119921994- 199519972001- 20022003- 2005- 2006- Future Capital Holdings. Celebrate In the Heart of Our City‟ India‟s first seamless mall is launched in Bangalore.2. Eat. Shoe Factory.

Pantaloon Retail was recently awarded the International Retailer of the Year 2007 by the US-based National Retail Federation (NRF) and the Emerging Market Retailer of the Year 2007 at the World Retail Congress held in Barcelona. 11 .com. a supermarket chain. Pantaloon Retail is the flagship company of Future Group. a chain of seamless destination malls. Headquartered in Mumbai (Bombay). aLL. Big Bazaar. touch and feel of Indian bazaars with aspects of modern retail like choice. convenience and quality and Central. mBazaar and Star and Sitara. Brand Factory. Blue Sky. Fashion Station. has over 350 stores across 40 cities in India and employs over 18. futurebazaar. Top 10. The company‟s leading formats include Pantaloons. Food Bazaar. Home Solutions Retail (India) Limited. Some of its other formats include. a business group catering to the entire Indian consumption space. Depot. blends the look. A subsidiary company. a large-format home solutions store.3 ABOUT PANTALOON Pantaloon Retail (India) Limited. a uniquely Indian hypermarket chain. the company operates over 5 million square feet of retail space. Shoe Factory. selling home furniture products and EZone focused on catering to the consumer electronics segment. is India‟s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer marker. Collection i. operates Home Town.1. a chain of fashion outlets.000 people. The company also operates an online portal.

Talwalkar‟s. Brands. Generali. Led by Mr.1. Scullers and Urban Yoga. Blue Foods and Liberty Shoes. Media and Logistics. F123 and Brew Bar. the group‟s presence in the retail space is complemented by group companies. Debenhams and Guess in India. It manages assets worth over $1 billion that are being invested in developing retail real estate and consumer-related brands and hotels. and Galaxy Entertainment Limited that operates Bowling Co. the Future Group operates through six verticals: operates through six verticals: Retail. Every time to Every Indian Consumer in the most profitable manner. Indus League Clothing. the group‟s financial arm. Everywhere. The group has launched a consumer credit and financial supermarket format. The group‟s joint venture partners include French retailer ETAM group. Space. Future Group‟s vision is to.4 FUTURE GROUP Future Group is India‟s leading business group that caters to the entire Indian consumption space. Apart from Pantaloon Retail. Kishore Biyani. Future Capital Holdings.” The group considers „Indian-ness‟ as a core value and its corporate credo is . 12 . Planet Retail. Next. focuses on asset management and consumer credit. Manipal Healthcare. Capital. owns and operates the franchisee of international brands like Marks & Spencer. The group‟s Indian joint venture partners include. Future Money and soon plans to offer insurance products through a joint venture with Italian insurance major. “deliver Everything.Rewrite rules. which owns leading apparel brands like Indigo Nation. Sports Bar. Retain values. US-based stationary products retailer. Group Company. Staples and UK-based Lee Cooper.

1. The group owns a majority stake in Indus League Clothing Ltd. Urbana.1 PARTNER COMPANIES 1.. 1. credit and other consumer related financial services. Guess. E-Zone. consumer electronics. It also owns the franchisee and distribution rights of brands like Marks & Spencer. Indivision Investment Advisers Ltd. It operates retail formats like Home Town. Its associate companies are Kshitij Investment Advisory Co. including furnishings and textiles.5 AFFLAITED COMPANIES 1. furniture.5.5. lifestyle and leisure retail chain.1 Planet Retail Holdings Ltd. 1.2 JOINT VENTURE COMPANIES 1.1. Furniture Bazaar. 13 . It caters to home management requirements and products.4 Galaxy Entertainment Corporate Ltd.3 Indus League Clothing Ltd.1 Home Solutions Retail (India) Ltd.. Sports Bar and Brew Bar. which operates sports. Some of its leading brands include Indigo Nation.2 Future Capital Holdings Future Capital is the financial arm of the group and is involved in asset management (both private equity and real estate funds) with plans to get into other financial services including insurance.5. Urban Yoga and Jealous. Debenhams and Puma in India.5. Electronics Bazaar and Got It.1. home electronics and home services.2. The group is a joint venture partner in Planet Retail Holdings Ltd. and Ambit Investment Advisory Co.5. that operates chains like Bowling Company. Home Solutions Retail (India) Ltd. Ltd. (HSRIL) leads the groups foray in the home improvement and consumer electronics retailing segment.5.1. Ltd.5.. Collection I. The group owns a stake in Galaxy Entertainment Corporate Ltd. 1.1. Scullers.1.. one of the leading apparel manufacturers and marketers in India.

6 LINES OF BUSINESS Pantaloons Fresh Fashion aLL. a hypermarket chain A chain of destination malls Food Bazaar. along with Singaporebased CapitaLand Limited. 1.1.5. The company provides retail management services to retail properties owned or managed by various group companies and investment funds.2.5.2 Footmart Retail Footmart Retail is a joint venture with Liberty Shoes and is engaged in the retailing of footwear products in India.3 CapitaLand Retail India The group is a joint venture partner in CapitaLand Retail India. a food and grocery store 14 . 1.2. the Fashion Apparel store for plus-size individuals Big Bazaar.

The Fashion Chain For Fashion Accessories For Salon and Beauty products Depot for Books. Stationery etc. for e-tailing 15 . Futurebazaar.


In addition to this. all products in Big Bazaar will be available at prices lower than the MRP. quantity. discounts and promotions will be regularly held at the store. cutlery. Big Bazaar is not just another hypermarket. It works on the same economy model like Wal Mart. and has had considerable success in many Indian cities and small towns. various offers. Big Bazaar combines the look and feel of Indian bazaars with aspect of modern retail like choice. Where Big Bazaar scores over other stores is its value for money proposition for the Indian customers. The consumer will experience a new level of standard in price. sports goods and much more at prices that will surprise you. often up to 60% discount. the head of Pantaloon Retail India Limited. and store service levels.1 ABOUT BIG BAZAAR Big bazaar is a hypermarket chain owned by the Pantaloon Retail India Limited. utensils. quality. And this is just the beginning. The idea was pioneered by entrepreneur Kishore Biyani. it has opened the doors into the world of fashion and general merchandise including home furnishings. Living up to its motto of “Isse sasta aur accha kahin nahi”.2. with currently more than 50 outlets in metros. you will definitely get the best products at the best prices . It caters to every need of your family. BIG BAZAAR in its true hypermarket model will offer all of the above for both leading brands as also for its private labels. convenience. convenience and comfort. At Big Bazaar. 17 . medium. and small cities.that‟s what they guarantee. Big Bazaar plans to add much more to complete your shopping experience. With the ever increasing array of private labels. crockery. and hygiene.

Launches a unique shopping program: the Big Bazaar Exchange Offer. India‟s first credit card program tailored for housewives. 2003   Big Bazaar enters Tier II cities with the launch of the store in Nagpur. Big Bazaar launches Shakti. 2005    Initiates the implementation of SAP and pilots a RFID project at its central warehouse in Tarapur. inviting customers to exchange household junk at Big Bazaar. 18 . Big Bazaar and Food Bazaar awarded the country‟s most admired retailer award in value retailing and food retailing segment at the India Retail Forum.2. Electronic Bazaar and Furniture Bazaar are launched. the store at Lower Parel becomes the first to touch Rs 10 million turnovers on a single day. The Sangli farmer becomes Big Bazaar‟s largest ever customer.37.2 TIMELINE 2001  Three Big Bazaar stores launched within a span of 22 days in Kolkata. A day before Diwali. Bangalore and Hyderabad. 2006    Mohan Jadhav sets a national record at Big Bazaar Sangli with a Rs 1. 2002   Big Bazaar . Big Bazaar welcomes its 10 million-th customer at its new store in Gurgaon. 2004   Big Bazaar wins its first award and national recognition.367 shopping bill.ICICI Bank Card is launched. Food Bazaar becomes part of Big Bazaar with the launch of the first store in Mumbai at High Street Phoenix. Navaras – the jewellery store launched within Big Bazaar stores.

Big Bazaar wins CNBC Awaaz Consumer Awards for the third consecutive year. 2009    Big Bazaar opens its second store in Assam at Tinsukia.000 small and medium Indian manufacturers and entrepreneurs with around 200 million customers visiting its stores. Pantaloon Retail wins the International Retailer of the Year at US-based National Retail Federation convention in New York and Emerging Retailer of the Year award at the World Retail Congress held in Barcelona. It is voted among the top ten service brands in the country in the latest Pitch-IMRB international to launch India's most popular shopping portal. Big Bazaar connects over 30. 19 .2007     The 50th Big Bazaar store is launched in Kanpur. Adjudged the most preferred Most Preferred Multi Brand Food & Beverage Chain. Big Bazaar captures almost one-third share in food and grocery products sold through modern retail in India. 2010    Future Value Retail Limited is formed as a specialized subsidiary to spearhead the group‟s value retail business through Big Bazaar. Food Bazaar and other formats. Big Bazaar joins the league of India‟s Business Super brands. Big Bazaar initiates the Power of One campaign to help raise funds for the Save the Children India Fund. Big Bazaar dons a new look with a fresh new section. Most Preferred Multi Brand Retail Outlet and Most Preferred Multi Brand One Stop Shop. Fashion@Big Bazaar. 2008    Big Bazaar becomes the fastest growing hypermarket format in the world with the launch of its 101st store within 7 years of launch. Big Bazaar partners with Futurebazaar. Big Bazaar initiates Maha Annasantarpane program at its stores in South India – a unique initiative to offer meals to visitors and support local social organizations.

Wazirpur also has Food Bazaar within the store.3. Wazirpur Big bazaar Wazirpur is the first discount hypermarket that has opened at a station. Feet in which 60% is the selling area.3. when least number of customers is observed. wazirpur started operating around two years back on 22 of July 2005. Over the years it has grown into a 6 days biannual campaign. Big bazaar. 2. Big Bazaar is proud to be the first to offer a never-before shopping experience to the metro commuters.3 INNOVATIONS to the entire needs of a consumer.641 Sq. Big Bazaar. 2. According to the chain. Big Bazaar. Food Bazaar. Wazirpur is 48. It has attractive offers in all its value formats such as Big Bazaar.2 Maha Bachat Maha Bachat was started off in 2006 as a single day campaign with attractive promotional offers across all Big Bazaar stores.2.1 Big Bazaar. It was mainly to draw customers to the stores on Wednesdays. 20 . Wazirpur is the 4th Big Bazaar in National Capital Regions and around 20th in the country.1 Wednesday Bazaar Big Bazaar introduced the Wednesday Bazaar concept and promoted it as “Hafte Ka Sabse Kimti Din”.2.3. The total area of Big Bazaar. Electronic Bazaar and Furniture Bazaar . 25% is for the back areas and 15% is for the circulation. 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".

4 STORE OPERATIONS     Administrative Process Stock Transactions Sales Process Cashiering & Check out Process       HR & Welfare Facilities Management Visual Merchandising & Display Marketing & In Store Promotions IT & Systems Customer Service 21 .2.

Organization Structure of Big Bazaar. Wazirpur Store Manager Assistant store Manager Department Managers Assistant Department Managers Team Leaders Team Members 22 .

o o o o 23 . Company has more scope of expansion in two and three tier cities. OPPORTUNITIES:o Population of the country is growing where the scope of market is kept on increasing for the retail sector.5 SWOT ANALYSIS STRENGTHS:o o o o o o o o o o EDLP [ Every Day Low Pricing] Experienced marketing team & executive staff. Unavailability of popular brand items with regard to clothing. Organized Retail less penetrated in India so it acts as a great opportunity to the organization for its growth. Evolving consumer preferences. Economy is developing as the employment opportunities are increasing and the income of the people is also increasing which increases life standards of people.2. Strong culture. ethics and values are followed Emphasis on providing total customer satisfaction Point of purchase promotion to increase the purchase Variety of stuff under single roof Increase sales with the help of healthy competition between different department Maintains good employer-employee relation Cost control initiatives that is critical in a retail operations business Periodical reviews of the various operations have been done on regular basis to identify the any possible threat and address the same within time WEAKNESSES:o o Unable to meet store opening targets.

Unorganized Retail sector Foreign direct investment cause more problems in future because of that many mergers and acquisition are happening in Indian retail sector 24 . Government policies.THREATS:o o o o o Competitors Strategies Advancement of technology day by day.


How is the current scenario of CSD? 3. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. In this We need to observe following things: 1. The work is divided into two parts: 1.3. CASE STUDY PROCESSES: In this part we need to study all the functions that are undertaken and all the records that are maintained by the CSD staff. What is customer satisfaction level regarding CSD? 2. the objective is to improve customer service and satisfaction so as to retain customers. 3. and When these process are undertaken. The research will include the study and analysis of both the processes and the Customer Interface. Why. It may be understood as a science of studying how research is done scientifically. CUSTOMER INTERFACE: Customer interface is to be done by the observations. RESEARCH In this part. What the customers know about CSD? 2. It is necessary for the researcher to know not only the research methods or techniques but also the methodology. How.1 PROJECT OBJECTIVE To study all the processes and the Customer interface at CSD and to devise strategies to make it more efficient.2 RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problem. A detailed study of What. we need to conduct a survey on the existing Customers of the store analysis of the data to convert it into meaningful information and then using that information to devise strategies to minimize the existing limitations and improve efficiency of CSD. 26 . In simple words.

Data type: Research Approach: Survey Type: Research Instruments: Type of Questions: Primary Data Survey Research Non-Disguised Structured Questionnaire Closed-Ended 3. Small Sample Size: A sample size of 250 respondents will not yield the more accurate results. 2. Less reliability of primary data. 3. 150 Respondents Direct Contact Sampling Size: Contact Methods: 3. 27 .4 LIMITATIONS OF RESEARCH 1.3 SAMPLING PLAN Sampling Unit: Only those Customers Who Have visited CSD. Lack of availability of secondary data.


4. 1 This research was mainly focused towards house-wives as they are the major target segment of Big Bazaar. 29 . First time visitors were not included. This research also targeted only those customers who are aware of the CSD (Customer Service Desk). That is why the number of females is more than males.1 ANALYSIS Gender: 37% Male Female 63% FIG.

30 .Customers in the age group of less than 20 and above 50 hardly comes to the CSD. 2 Age in Years >50 Most of the Customers fall in the age group of 35-50 and 25-30.Age Group: 60% 50% 40% 30% 20% 10% 0% <20 20-35 35-50 FIG.

The major segment of Customers falls in the annual income group of 2-4 lacs.Annual Income: 40% 35% 30% 25% 20% 15% 10% 5% 0% <2 lacs 2-4 lacs FIG. 4-6 lacs 6-8 lacs 31 . but the Customers hardly reveal their true income. 3 Most of the Customers have their annual income between 2 to 4 lacs and 4-6 lacs. But the interesting thing is that we have very few customers having annual income of less than 2 lacs.

4 Most of the Customer segment is a service group. A very few amount of business class are our Customers. 32 . The first four graphs reveal the Customer profile.Occupation: 3% 9% Self-Employed Salaried House-wife 42% Others 46% FIG. The major segment of our customers is the service class with an annual income of 2-4 lacs and fall in the age group of 20-50. But a healthy amount of Customers are house-wives.

Schemes & Discounts). Big Bazaar has retained customers to a good extent by giving the best deals (i. Monthly Occasionally 33 . 5 Most of the customers visit Big Bazaar fortnightly or monthly.e.Frequency of Visits to Big Bazaar: 40% 35% 30% 25% 20% 15% 10% 5% 0% Weekly Fortnightly FIG.

Service of Store-Staff: 50% 40% 30% 20% 10% 0% Outstanding Satisfactory Needs improvement Poor FIG. Still there is no customer who feels that the performance is poor which is a plus point for us. but around 42 feel that it needs improvement. 6 Around 70 Customers feel that the service of the store staff is satisfactory. 34 . The major reason for Customer dissatisfaction is the staff unavailability and unawareness about the schemes and discounts.

35 .Difficulty in Locating CSD for the First-time: 2% 34% Yes No Difficulty 64% FIG. 7 34% of the customers find difficulty in locating CSD for the first time while the 64% customers didn‟t find any problem. If we can move our CSD near or along with the cash counter this difficulty can be reduced.

Very few customers come for suggestions. 8 The main reasons for visiting CSD is the exchanges and for the replenishment of free sugar. 36 .Reasons for Visiting CSD: Exchange 3% 37% 24% 5% 2% 12% 7% 10% Suggestion Complaint Enquiry Alteration Offers & Schemes Free-Sugar Others FIG. for enquiry and for asking about schemes and discounts.

37 . quality of apparels and shoes.Complaints: 70% 60% 50% 40% 30% 20% 10% 0% Resolved Not Resolved FIG. 9 Out of the total complaints very few were not resolved. The major complaints were wrong billing.

10 Manager Out of the total complaints 50% were solved by the CSD executives and 50% solved by the Department managers or ADM‟s 38 .Complaint Resolved By 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% CSD Executive FIG.

Customers get irritated in explaining the complaint repetitively. 11 Around 115 of the customers say that CSD staff doesn‟t ask unnecessary questions.Were u asked Too-many Questions at CSD? 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No FIG. Around 21 customers say that the number of questions doesn‟t matter if the issue is resolved. But around 15 customers believe that the same things are asked repetitively by the different people. Doesn't Matter 39 .

in case of complaints it extends to around 10-15 and in case of alteration the minimum time taken is around 40 mins. FIG.Response Time at CSD 50% 40% 30% 20% 10% 0% 0-5 mins. 12 The response time of the CSD in case of exchanges is around 5-10 mins. 5-10 mins. 40 . >15 mins. 10-15 mins.

13 Four Five Training of the CSD staff is measured on the Rank scale. 41 . 1 is very poor and 5 are outstanding. but a very few customers grate it outstanding.Training of CSD Staff On the Basis of Rank-Scale 60% 50% 40% 30% 20% 10% 0% One Two Three FIG. satisfactory. Most of the Customers (approximately 60%) rate training of CSD staff 3 out of 5 i.e. No customer graded it poor.

e.Awareness of CSD staff about the Schemes & Discounts On the Basis of Rank-Scale 60% 50% 40% 30% 20% 10% 0% One Two Three Four Five FIG. their awareness needs improvement. i. Not a single customer grades their awareness about schemes and discounts outstanding 42 . 14 Most of the Customers don‟t ask about the Schemes and discounts. those who have asked they grade their awareness 2 or 3 out of 5.

Very few customers find it poor. 43 . Most of Customers give 4out of 5 on the rank scale.Courtesy & Politeness of CSD staff On the Basis of Rank-Scale 60% 50% 40% 30% 20% 10% 0% One Two Three FIG. 15 Four Five Most of the Customers (approximately 57%) grade the courtesy and politeness of the CSD staff good.

16 Most of the Customers think that the CSD staff doesn‟t have much of the product knowledge. they give them 2 or 3 out of 5 on the rank scale.Product Knowledge of CSD staff On the Basis of Rank-Scale 60% 50% 40% 30% 20% 10% 0% One Two Three FIG. Four Five 44 .

45 . 17 Four Five Customers are happy with the way CSD staff communicates with them. Most of the customers find the communication good or outstanding.Communication of CSD staff On the Basis of Rank-Scale 70% 60% 50% 40% 30% 20% 10% 0% One Two Three FIG. So they give them 4 or even 5 out of 5.

18 Around 47% of the customers grade the overall performance satisfactory and around 38% find it outstanding. 46 .Overall Performance of the CSD staff 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Outstanding Satisfactory Needs Improvement Poor FIG. 15% feel that they need improvement and no customer grades it poor.

19 76% percent of the customers under study don‟t make phone calls and only 24% agreed that they have made a phone call.Have you ever made a Phone Call? 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes No FIG. 47 .

Otherwise. we don‟t have a good record in receiving customer complaints on phones. 48 .Phone Call Attended 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Immediately Took some time had to ring again never picked FIG. The CSD staff usually remains busy that is why there is a delay always in receiving phone calls. 20 Only 16% of the customers who have made phone calls say that the phone call was received immediately. Around 46% of customers say that CSD staff takes a long time in picking phone calls.

21 Partly Solved Good thing about phone calls is that most of the Customer queries are solved on the phone.Problem Responded: 70% 60% 50% 40% 30% 20% 10% 0% Solved on Phone Had to Come FIG. Only 15% had to come to the store. 49 .

they find these scheme announcements useless. while 24% don‟t listen to them carefully. 50 . 22 No 76% of the customers listen to the announcements that are made in the store.Do you listen to Announcements? 80% 70% 60% 50% 40% 30% 20% 10% 0% Yes FIG.

Are these Announcements? 50% 40% 30% 20% 10% 0% Helpful Comfortable Disturbing Irritating Noisy FIG. disturbing and noisy. 23 Around 43% of the customers say that the announcements are helpful. Around 10% of the customers are not happy with the announcements in the store they find them irritating. Some of them are very happy for the Customer announcements like lost and found announcements. Only 28% find these announcements comfortable. 51 .

E. o First time visitors usually take it as one of the billing counters. o Exit gate is required near the CSD for the Customers who are coming only for the exchanges. o CSD is involved in packing of free sugar for most of the time Rather than its primary functions.4. o CSD space is less than required. o Another over burden on the CSD is of billing. they take it one of the cash counters.g. o Wrong Billing is one of the main causes of exchanges. o We are very lenient to customers in case of exchanges. o We don‟t provide free home delivery to the customers like Subhiksha and some of the other stores do. 52 . At least regular customers should get this benefit for food products. o There is no separate uniform or outlook of the CSD staff that is why Customers don‟t have a different perception towards CSD. it is not mentioned anywhere. o Customers get irritated when we say that these offers are available only in some of the big bazaar stores only. free alteration facility. o Changing schemes are not properly being updated in the system which is one of the major causes of cash refunds. It is because the Customer Service Desk board is hanging above the eye level. So many customers are unaware about the different facilities being provided.2 FINDINGS: o Some of the Customers who have already done exchanges from our store aren‟t aware of the CSD. o What functions are being carried out at CSD. o Exchange rules are not strictly followed by the CSD staff. People tend to see only those things which come in the line of sight. o Few customer calls. on an average there are around 20-30 customer calls in a day.


2. 5. 6. 4. Problem Customer Query CSD 5.2 FUNCTIONS OF CSD 1.1 INTRODUCTION CSD (customer service desk) is a counter where the queries of the customers are solved. The major activity performed by the CSD is the exchanges and handling customer complaints. 3.5. The objective of the CSD is to provide service to the customer and hence to improve customer satisfaction. 54 . Whenever the customer is having any kind of problem he comes to the CSD. Maintaining Registers Exchanges Announcements and paging Handling customer phone calls and complaints Billing of Watches and shades Customers Feedback Free Gifts / Sugar 7.

A payment Voucher (Which consists of name of the customer. reason for refund and rupees refunded) and the bill of refunded items are maintained by CSD staff. 1. 4. All the cash refunds are to be approved by ASM or SM. 2. 3. after approval these are submitted to Accounts Department and they generate it in the computer system. This register is maintained manually. Cash Refund Register and Credit note Register: Cash Refund Register: Cash Refund Register (CR) is used to keep the records of all transactions where the customer has returned goods and cash has been refunded to them.5. These registers are: 1. Cash Refund Register and Credit note Register Customer Requirement Register Tailoring Register Hourly Sales Report Share With Us Courier Inward /Outward Register 6. Register To Be Filled By: CSD Staff Placement of Register: CSD Updating: Whenever cash has been refunded Monitored By: Head Cashier Approved Daily By: ASM (Assistant Store Manager) or SM 55 .2. Finally. 5.1 Maintaining Registers: CSD currently maintains six different registers manually so as to keep records of its different activities.

did not like and Defective CSD staff needs the permission of the department manager (DM).Process of Cash Refund: Reason for Refund is asked/ Bill No. Scheme not given 3. Did not like 5. 56 . Discount not given 4. is checked Payment Voucher (cash) and Bill of Refunded items are maintained Cash Refunded to the Customer Approved by SM or ASM Generated in the System by Accounts Department Why Cash is refunded? The main reasons for cash refund are: 1. Wrong billing 2.e. Defective The cash is refunded in the first reasons without any question because the fault is ours but in the last two cases i.

Cash Refund is considered to be the loss of the company because the same money cannot come back.P. it should be expanded. CSD staff is responsible for all the cash refunds. old LP bill Cod Customer‟ .Who Refunds the Cash? CSD staff refunds the cash and maintains the payment vouchers and the bill of all the returned items against which the refunds have been given. Product Details Problem Cash refund value Approved by Section Of Prod -uct sign This format does not contain cash memo number (C. Format of Cash Refund Register: S.) which is very important and necessary to maintain. name 57 .No Date . At the end of the day all the payment vouchers are to be approved by the SM or ASM. e Qty.No. G.M. Also the space for LP code is very less.

ASM (fortnightly) and SM (monthly) Process of Issuing Credit Note: Check the Bill No. Register To Be Filled By: CSD Staff Placement of Register: CSD Updating: Whenever Credit Note is issued Monitored By: Head Cashier (Daily).Credit Note Register: Credit Note Register (CN) is used to keep the records of all the transactions where the customer has returned goods and credit note has been issued to them. In case of any discrepancy ASM or SM has to be informed. Credit note doesn‟t need any kind of an approval and is hence generated by the CSD staff itself in the system. and the Problem Issue the Credit Note to the Customer Generate in the System Maintain a copy of Credit Note issued 58 .

which is why it is not counted as the loss.No.M. Colour The reasons of refunding cash can also act as the reason for issuing credit note. Credit note doesn‟t need any approval. We actually prefer issuing credit note instead of refunding cash. Product Details Problem Credit note Approved by Section Of Prod -uct sign This format does not contain cash memo number (C. G. A credit note doesn‟t need any kind of an approval. Qty. Whenever a credit note is issued. are recorded. Also the space for LP code is very less. Format of Credit Note Register: S. Also the name and signature of issuing person from the CSD staff are recorded. old LP bill code no. Size Problem 3. it should be expanded. customer‟s name and phone no. Did not Like 2.) which is very important and necessary to maintain. A record of all the Credit notes issued in a day is recorded in the Credit note register. A credit note issued can be used within our store only. name Ph. Defective Customer‟ .P. Credit Note is considered to be the loss of the company but which can be recovered within a fixed amount of time. Who Issues the Credit Note? Anyone in the CSD staff can issue a Credit Note. 59 .Why Credit Note is issued? 1.No Date .

The system process Is as follows: Window1 (Cash Memo) Press F4 Window 2 Enter Sales return reason. and date Press Enter Window 3 Enter Bar Code Number And Press F12 Enter Cash refund / Credit Note and Enter Rupees to be refunded Print 60 . Bill No.Process in the system: We have software called REM (Retail Enterprise Management) With the help of which we maintain the record of all the cash refunds and issued credit notes in the system.

2. Sales of each hour are recorded in the note book. Signature There is no problem in the format of tailoring Register. It is supposed to be checked by the Team leaders or Department managers. It is not used efficiently by the CSD. Hourly Sales Report: A note book for keeping the record of hourly sales in a day is also maintained by the CSD staff.g. trouser. Whenever any garment (e. The only problem is that we don‟t make an efficient use of it. Quantity Alteration Customer Remarks Slip no. It consists of two columns. When the customer recollects the garment after the alteration he has to show that slip. CSD maintains this register and is hence responsible for all the alterations. Format of Customer Requirement Register: Date Customer Name Contact No. Time and Sales. Hourly sales are automatically updated in the system which consists of sum bills made on each cash counter. Format of Tailoring Register: S. This register is also maintained by the CSD department but it is not put in the display. Tailoring Register: Tailoring Register is maintained to keep the record of alterations that are done in a day. Customer Requirement Action taken There is no problem with the format of this register. Date Customer name Contact Bill no. no. 3. Timing and what was the alteration etc 4. 61 . a slip is given to the customer. It is not maintained in the system. Customer Requirement Register: Whenever a customer requires a product which is not available in the store he or she can register his requirement in the Customer Requirement Register. A signature of the customer is also taken on the tailoring register to keep a record. kurta) is taken for the alterations. Computer system in the CSD is connected with all the cash

Whenever. Share with Us Register: This Register contains the comments of the customer. Format: Courier Inwards S. Format: Your Comment Thanks for your comments Your name Contact details Date and Time For customer Service Executive How do you resolve the issue? Signature 6. CSD staff maintains a Courier Inward/Outward register.Format: Time Sales 5. Courier Inward/Outward Register: All the couriers are sent or received by the CSD staff. So to keep a record of all the courier transactions. Courier Name 62 Received From By Whom Consignee Signature . the customer is having a complaint or something to praise he can use this register. Date Courier Details Docket No. This register is not kept in display and we give it to customer only when he asks for

Product should be brought back within the seven days of its purchase. It is the exchanges in which the CSD staff is involved most of the time. Drawback: These conditions are also written on the back side of every bill.Courier Outwards Date Destination Address Courier Details Courier Name Docket Number Senders Name Signature There is a requirement of another important register i.e. Exchanges are permitted only between 11:00 AM to 4:00 PM 3. 5. Lost and Found or Complaint register. But there are some conditions for the exchanging the goods bought from our store. but we hardly follow these rules. 2. 63 . We guarantee the exchange of any product that a customer have bought from Big Bazaar and are not satisfied with it.2. CSD staff maintains it on their own but no formal register for this purpose has been provided as yet. No exchanges on Saturdays and Sundays. Whenever the Customer‟s expectations are not met or he is not satisfied.2 Exchanges: Exchange is one of the most important functions of CSD. he comes for an exchange. Why the Exchanges? A customer doesn‟t actually buy the product he buys the value associated with it. The truth is that we do the exchanges on anytime and any day. Conditions for Exchange: 1.

The main excuses for the exchanges are: 1. Price difference 10. Discounts not given 7. The system process is same as in the case of Cash refunds and Credit notes. Alteration error Process for Exchange: Old Bill no. Scheme not given 8. Defective 4. 64 . No cash refunds or Credit notes are issued in case of exchanges. Wrongly billing 6. Did not like 2. Scheme not Updated 9. Colour problem 5. Incorrect size 3. and the Gate pass is checked Customer comes with a new product Price of the old product is compared with the new one in the system A new bill is generated and given to the Customer Customer has to pay the extra charges A customer needs to make sure that the price of the new product is equal or more than the older one.

Scheme Announcements 3.g. Types of Announcements: 1. A mike is kept within the CSD to make all these announcements and paging. Birthday Announcements 5.2. Lost and Found Announcements 4. Announcements and Paging: The CSD staff also makes announcements of the offers and discounts going on in the store. Sometimes we need to take the permission of the Department Head for the exchange. Paging means to make staff and customer announcements during the day. E. There are hardly more than 30 customer phone calls received in a day. 65 .3. We don‟t encourage customers to make the phone calls regarding their complaints and requirements. 5. Customer Announcements 5. . Staff Announcements 2.4 Handling Phone Calls and Complaints: CSD is also responsible to handle all the customer calls and complaints on phone. Anyone in the CSD staff can do it. This is simply done to update customers about the discounts that keep on changing during the day. Two Phones are kept in the CSD in which one is for the customer service and another is for back office calls. heavy discounts are given on the vegetables and fruits during the late hours.Who Does the Exchanges? CSD staff does all the exchanges that happen in the store.2.

Billing is an additional function of the CSD.5. It acts as a hurdle in providing customer service efficiently. To remove billing from CSD we need to place our CSD besides the billing counters. then we print the statement. 2. amount and the Bill no. enter the credit card name.5 Billing of Watches and Shades: We don‟t have a separate billing counter for watches and shades. This is usually done in order to minimize the theft of such products. 66 . So CSD is responsible for making bills of those customers who are buying only watches or shades. Process of Billing: Window 1 (cash memo) Enter the Bar code of the product Press F11 for Discounts and schemes Press F9 and take the cash Return the balance to the Customer and Print bill If a customer wants to pay through credit card we use F12 key.

6 Feedback Forms: CSD is also responsible for making customers fill the feedback form. 5. The primary functions of the CSD are not clear to the Customer. These feedbacks are stored in the system and then sent to the Zonal office.2.5. There is four staff members involved in CSD.7 Observations The first time visitors take CSD as a billing counter and those who have already visited take it as free Sugar counter. explaining bills to the customers whenever asked etc. CSD staff is also engaged in some other activities like providing free sugar to the customers on behalf of ICICI free sugar coupons.2. Daily average of customers visits at CSD: 1) For Exchanges: 2) Credit Notes made: 3) Cash Refunds made: 4) For Free Sugar 5) Alterations done: 6) Customer phone calls 7) For Billing 8) Others 60 11 13 70 09 25 30 32 67 .

Reasons for Customer visits Exchanges Credit notes 12% 24% 13% 4% 10% 4% 28% 5% Customer phone calls Billing Others cash refunds Free sugar Alterations 68 .


Word of mouth publicity played major role in making Big Bazaar so popular where as media is used to communicate new offers at the store.       70 . this irritates customers which makes them visit the store more seldom. Customers find it hard to find what they require. Considering the fact that there are huge middle class families in India. Big bazaar has had a huge impact on the middle class section of India. The price ranges and the products offered are very satisfying to the customers. variety and sales strategy has helped in getting the middle income groups getting attracted towards Big Bazaar. The customer get all kind of products in the Big Bazaar. Big Bazaar is not acclaimed for high class service. they are following good merchandising mix. i. Customers are not aware and hence don‟t avail value added services provided by the store.CONCLUSIONS    Big Bazaar offers a wide variety of products of different prices and different qualities satisfying most of its customers. the prices. this leads to dissatisfaction of customers. Prices and offers in Big Bazaar have been one of the main attractions and reasons for its popularity. Customers are more satisfied with the merchandising present in the food bazaar and household utensils section. but in some section like apparels they have to keep different brands in order to attract more customer. The store layout and the assortment of goods is not the best at Big Bazaar.e. The staffs recruited is not very well trained and the billing queues take a long time to move.

Space of the CSD counter should also be increased and if possible there should be at least one more computer system so as to counter the long queues. We should keep all the schemes and discounts updated within the system so that we can minimize the wrong billing and hence the cash refunds. When there is the entrance there should be an exit gate also near the CSD. We should provide free home deliveries to those customers who purchase food items in bulk.         71 . CSD should be involved in its primary functions i. If we shift CSD to a place which is near the cash counters we can reduce the number of bill that is being made from the CSD counter. There should be a different Uniform for the CSD staff and different outlook of CSD counter. handling customer queries rather than in billing. Customers should be aware of all the facilities being provided as it acts as a plus point.RECOMMENDATIONS   Customer service Desk board should be brought down to the line of sight so that customers can view it and keep it in mind. CSD staff should strictly follow the rules and regulations in case of exchanges. Our seriousness can increase the number of phone calls. This would also help to counter the competition of Subhiksha. A board or something should be there at the CSD to highlight its different functions. Customers should themselves be able to differentiate between a cash counter and CSD. We should exchange only up to 4:00 pm There should be no exchanges on Saturdays and Sundays. Customer‟s phone calls are not attended immediately. Customer‟s phone calls should be taken seriously because it is one of the important services we provide.e. that is the reason why customers don‟t call much.




Magazines: Business Today


References: Internal company data Employees of the store and the sales staff




..QUESTIONNAIRE ON CSD OF BIG-BAZAAR 1) How often do you come to Big-Bazaar? o First Visit o Fortnightly o Weekly o Monthly o Occasionally 2) How do you find the service experience with our store associates? o Outstanding o Needs Improvement o Satisfactory o Poor 3) Are you aware of the Customer Service Desk (CSD) in our store? o Yes o No 4) Did you find any difficulty to navigate the CSD for the first time? o Yes o No 5) Have you ever visited Customer Service Desk? If yes.... What was that? …………………………………………………………………………… 7) Was your Complaint heard and resolved? o Yes 8) Who resolved your complaint? o CSD executive o Manager 9) If for a suggestion....................... o No 10) Was your suggestion implemented? o Yes 75 o No ....... What was that? …........................................................ what was the reason? o Exchange o Suggestion o Complaint o Enquiry o Alteration o Offers and Schemes o Free Sugar o If any other please specify………………………… 6) If for a Complaint........................

11) Were you asked too many questions while you were at CSD? o Yes o It doesn‟t matter if the issue is resolved o No 12) What was the response time at CSD? o 0-5 mins o 5-10 mins 13) CSD executives are……………… o Properly trained and very helpful o Urgent need for Training o Need some Training o Aware of the schemes and Discounts o 10-15mins o 15-20 mins 14) How would grade the performance of the CSD staff? o Outstanding o Satisfactory o Needs improvement o Poor 15) Have you ever made phone calls to Big-Bazaar? If yes. for what? ………………………………………………………………………… 16) Was your phone call attended……………… o Immediately o Had to ring again o Took some time o Never picked 17) Do you listen to the scheme announcements that are made in our store? o Yes o No 76 .

18) Are these announcements…………………. Gender: Male ( ) Female ( ) Age group: < 20 ( ) 20-35 ( ) 35-50 ( ) >50 ( ) Annual income: <2 lacs... ( ) 2-4 lacs. ( ) 4-6 lacs ( ) >6 lacs ( ) Occupation: Self-Employed ( ) Salaried ( ) House-wives ( ) others ( ) . o o o o o Helpful in your purchase Comfortable for your ear Irritating Noisy Disturbs you while purchasing 19) Will you like to give any suggestions to improve our CSD? ………………………………………………………………………… ………………………………………………………………………… Customer Information Name……………………………………….

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