PROJECT REPORT

ON
CUSTOMER SATISFACTION TOWARD BIGBAZAAR

Submitted in the partial fulfilment of the requirement

For the award
POST GRADUATE DIPLOMA IN MANAGEMENT
UNDER GUIDANCE OF
Prof. J. KAVITA
BY
POOJA TRIVEDI
(14/120)

2014-2016
INSTITUTE OF COMPUTERS AND BUSINESS MANAGEMENT
SCHOOL OF BUSINESS EXCELLENCE
( Upperpalli ,X Roads , Rajendra nagar, Hyderguda post
office,Hyderabad-500048

ACKNOWLEDGEMENT
I would like to thank Future Group Retail Ltd. Z square mall Kanpur for giving me
the opportunity to do the project with them. Thanks to Mr. Mohit Kamboj (A.S.M) and Ms
Meenakshi Saxena (SR.Excutive H.R) & Mr. Sanjay Kumar, C.S.D Manager of future
group Retail Z square Kanpur my project guide who was a very helpful & informative
person to work under. For his continuous supervision and direction, I am very grateful for
him.
I thank to Ms. Prof. J.Kavita , Faculty-institute of computer & Business managementSchool of business Excellence (ICBM-SBE) who is guide me for making this project and
helped me learning about management service but also enlightened me the overall aspects of
marketing.
I also wish to express my sincere thanks to Mrs. Ritu Zarar (chair Person) & Prof. Mr. S.
Zarar (Principal) & Prof. Jitender Govindani (Director) of Institute of computer &
Business Management- School of Business Excellence (ICBM-SBE) for giving me the
opportunity to leading this work in the company .This has given me the insight how the
various theoretical concepts are applied in an organisation. I got the opportunity to do a
challenging project in the future Group Retail. The project is the important part of my
study and gives me a real practical exposure to the corporate world.

DECLARATION
I hereby declare that the project report entitled Customer satisfaction towards future
group Retail during the academic year 2014-2016 and submitted to the Institute of
computer and business Management partial fulfilment of Post Graduate Diploma in
Management, AICTE.
The result embodied in this dissertation has not been submitted to any other university or
Institute for any award of degree or diploma, and this is a result of my own effort that has
not been copied from anyone.

ABSTRACT
Future Group retail is Indias largest retail group with its stores targeting different type of
customers with different product category or prices. This project deals with customer
satisfaction adopted by a retail store in Kanpur that was of Future group retail named Big
Bazaar .The project mentions all the marketing activities and visual activities that are
performed to attract customers spread awareness about the store and also how to retain the
incoming customers to our retail store.
It started on 6th may and ended on 26th of June 2015 during which many promotional
activitie were carried out, planned and performed by Wednesday Bazaar.
Lastly I was asked to do a customer satisfaction from our customers, to know how much
they were satisfied till yet from our store in terms of various factors and which factor
contributed the most to their satisfaction level and also I have discussed various parameters
to retain the customers and I also recommended some retention strategies which help them
to follow on the customers and increase the customers base based on the old customers.

CONTENTS

CHAPTER

Chapter I

Chapter II

Chapter III
Chapter IV

Chapter V

Annexure

NAME OF THE TOPIC

Introduction

Industry profile

PAGE NO

06-12

13-23

Company profile
Literature of Review

24-37

Data analysis &

Interpretation

38-57

Finding, Suggestions&
Conclusion.

58-63

Questionnaire

Bibliography

64-69

INTRODUCTION

INTRODUCTION

Marketing is the art of creating, satisfying customers by meeting the needs of customers
and by creating value satisfaction for them. As Peter Drucker says the essence of marketing is
that the entire business has to be seen from the point given of the customer. However,
customers face a vast array of product and brand choices prices, supplies and to understand the
needs and preferences of the customers it becomes imperative for us to carry out research
together information.
We believe that customers estimate which offer will deliver the most value to them and
which will deliver and maximize value, within the bounds of research costs and limited
knowledge, mobility, and income they form an expectation of value and act on it. Whether or
not the offer lives up to the value expectation affects both purchase and repurchase probability.
The purpose of any Marketing research is to provide information at a specific time on
customer, trade, competition and the future brands, so as to enable marketers to formulate
successful strategies in their quest for customers mind share and market share.
The research helps the marketers to find out the attributes and variable that influence the
customers behaviour towards a given product offering and it shapes the attitudes of the
customers favourably towards a specific product, thus by analysing these undertones the
researcher can find out the levels of customer satisfaction, and the results of the marketing
research can help the marketers to analyse the weak spots in their marketing strategies and can
reformulate their strategies so that they can satisfy their customers and maximize their brand
loyalty and profitability.

NEED AND IMPORTANCE OF THE STUDY

From the days of industrial revolution when goods & services were produced to the
present day, the emphasis has shifted from the producers to the consumer and his needs, and
with the consumer becoming more involved, in the marketing process there is greater need
for information regarding the consumer needs. Preferences and making them satisfied of the
products & services, has led to a constant but increasing need to conduct marketing
research.
This research is an insight into the mind of the consumer, with the help of which the
organizations will become aware of their pitfalls and in turn can also make improvements in
the product regarding the level of satisfaction of the consumers towards their offerings in the
market place.
The basic need of this project is to know the Satisfaction amongst the
respondents, with regard to BIG BAZAAR services and its products.

RESEARCH OBJECTIVES

1) To study the Customer Satisfaction amongst the users of BIG BAZAAR

products.
2) To study the satisfaction levels of BIG BAZAAR customers.
3) To study the Satisfaction level of BIG BAZAAR customers with regard to
services offered by BIG BAZAAR.
4) To make suggestions for improvement of their products & their services from the
customers point of view based on this research to fulfil customers needs.
5) To know the customers feed back towards the redress of grievances by BIG
BAZAAR.
6) To find out the quality of service in terms of transmission coverage, clarity in the
reception and connectivity of the various services that are being offered by BIG
BAZAAR.

RESEARCH METHODOLOGY

Research in common pursuance refers to a search for knowledge in a scientific and

systematic way for pursuant information on a specified topic.
Once the objective is identified that next step is to collect the data which is relevance
to the problem identified and analyse the collected data in order to find out the hidden
reasons for the problem. There are two types of data namely.
1. Primary Data
2. Secondary Data
1. PRIMARY DATA

Primary data is to be collected by the concerned project researcher with relevance to

his problem. So the primary data is original in nature and is collected first hand.
Collection of primary data
There are several methods of collecting primary data particularly in surveys and
descriptive researches. Important ones are as follows:
1.

Observation Method

2.

Interview Method

3.

Questionnaire

4.

Schedules and

5.

Other methods which include

Warranty needs
Distributor audits

Pantry audits

Consumer panels

Using mechanical devices

Through projective techniques

In depth interviews

1) OBSERVATION METHOD:
It is the most commonly used methods especially in studies relating to
behavioural sciences. This method implies the collection of information by way of
investigators own observation, without interviewing the respondents. The information
obtained relates to what is currently happening and is not complicated by either the past
behaviour or future intentions or attitudes of respondents.
2) INTERVIEW METHOD
The interview method of collecting data involves presentation of oral, verbal
Stimuli and reply in terms of oral-verbal responses. This method can be used through
personal interview and, if possible, through telephone interview.
Personal Interview
The method of collecting information through personal interview is usually
carried out in a structured way. As such we call this interview as structured interviews.
Such interviews involve the use of a set of predetermined questions and of highly
standardized techniques of recording. Thus, the interviewer in a structured interview
follows a rigid procedure laid down, asking questions in a given format and the order
prescribed. As against it, the unstructured interviews are characterized by flexibility of
approach to questioning. Unstructured interviews do not follow a system of predetermined questions and standardized techniques of recording information.
3) QUESTIONNAIRE
The researcher and the respondents do come in contact with each other if this
method of survey is adopted. Questionnaires are mailed to the respondents with a
request to return after completing the same. It is the most extensively used method in
various economic and business surveys & research. Questionnaire to be used must be
prepared very carefully so that it may prove to be effective in collecting the relevant
information.

Structured questionnaire
Using structured questionnaire method, which contains close-ended questions,
collected the primary data with respect the problem chosen. The questions have some
options, from which the respondents have to choose a choice. As the answers lie within a
specified range they are called close-ended questions.
Open-ended questions are those questions where no choices are given to respondents
and respondents are free to express their choice or answer.
The following sampling method was used.
Sampling:
A non-probability conclusive sampling method was used in the study for data
collection.
Sample size:
The sample was taken from the universe on random sampling basis in Hyderabad.
The sample size designed for this project is 100 keeping in mind the paucity of time and
also the customer base of the organization in the research area.
Research Methodology
A structured questionnaire was prepared and presented to the respondents and related
questions were asked. Questionnaires mainly contained close-ended questions and a few
open ended questions, to identify the reasons for customers satisfaction & their
dissatisfaction.
Secondary data
It is the data already existing, which has gone through some standard analysis.
Under the secondary data, the companys annual reports, broachers, pamphlets, newspapers,
journals and internet were taken into consideration.

SCOPE OF THE STUDY

The scope of project work is to get the opinions from respondents on the issues
mentioned earlier.

It is limited to Kanpur city and is confined to the urban areas as the respondents are
the subscribers of BIG BAZAAR services is one form or the other.

LIMITATION OF THE STUDY

The present research is restricted to Kanpur city only.

The sample size taken is only 100 and as such is very small as compared to
the universe, this is due to the constraints of time and effort, and as such may
not be enough to generalize to the entire population, however it is presumed
that the sample represents the universe.

Respondents might have responded with the actual feelings of facts while
giving responses to the questionnaire.

Time being a limiting factor was not sufficient to gather opinions from
majority of the respondents, who form part of the universal sample.

While every care has been taken to eliminate perceptual bias from the side of the
researcher and the respondents however certain element of bias might have set in to
the research inadverantly.

INDUSTRY PROFILE

HISTORY OF INDIAN FOODS INDUSTRY

Retailing is one of the pillars of the economy in India and accounts for 35% of
GDP.

The retail industry is divided into organized and unorganized sectors. Over 12
million outlets operate in the country and only 4% of them being larger than 500 sq
2

ft (46 m ) in size. Organized retailing refers to trading activities undertaken by

licensed retailers, that is, those who are registered for sales tax, income tax, etc.
These include the corporate-backed hypermarkets and retail chains, and also the
privately owned large retail businesses. Unorganized retailing, on the other hand,
refers to the traditional formats of low-cost retailing, for example, the local kirana
shops, owner manned general stores, paan/beedi shops, convenience stores, hand
cart and pavement vendors, etc.

Most Indian shopping takes place in open markets and millions of independent grocery
shops called kirana. Organized retail such supermarkets accounts for just 4% of the
market as of 2009. Regulations prevent most foreign investment in retailing. Moreover,
over thirty regulations such as "signboard licences" and "anti-hoarding measures" may
have to be complied before a store can open doors. There are taxes for moving goods
to states, from states, and even within states.
Growth
An increasing number of people in India are turning to the services sector for
employment due to the relative low compensation offered by the traditional agriculture
and manufacturing sectors. The organized retail market is growing at 35 % annually
while growth of unorganized retail sector is pegged at 6 %.
The Retail Business in India is currently at the point of inflection. Rapid change with
investments to the tune of US $ 25 billion is being planned by several Indian and
multinational companies in the next 5 years. It is a huge industry in terms of size and
according to management consulting firm Technopak Advisors Pvt. Ltd., it is valued at
about US $ 350 billion. Organised retail is expected to garner about 16-18%of the total
retail market (US $ 65-75 billion) in the next 5 years.

India has topped the A.T. Kearneys annual Global Retail Development Index (GRDI)
for the third consecutive year, maintaining its position as the most attractive market for
retail investment. The Indian economy has registered a growth of 8% for 2008. The
predictions for 2009 is 7.9%. The enormous growth of the retail industry has created a
huge demand for real estate. Property developers are creating retail real estate at an
aggressive pace and by 2011, 300 malls are estimated to be operational in the country.
With over 1,000 hypermarkets and 3,000 supermarkets projected to come up by 2011,
2

India will need additional retail space of 700,000,000 sq ft (65,000,000 m ) as

compared to today. Current projections on construction point to a supply of just
2

200,000,000 sq ft (19,000,000 m ), leaving a gap of 500,000,000 sq ft (46,000,000 m )

that needs to be filled, at a cost of US$1518 billion.
According to the Icrier report, the retail business in India is estimated to grow at 13%
from $322 billion in 2007-07 to $590 billion in 2011-12. The unorganized retail sector is
expected to grow at about 10% per annum with sales expected to rise from $ 309 billion
in 2007-08 to $ 496 billion in 2012-13.
The Indian Retail Market
Indian market has high complexities in terms of a wide geographic spread and distinct
consumer preferences varying by each region necessitating a need for localization even
within the geographic zones. India has highest number of outlets per person (7 per
2

thousand) Indian retail space per capita at 2 sq ft (0.19 m )/ person is lowest in the
world Indian retail density of 6 % is highest in the world. 1.8 million Households in
India have an annual income of over 45 lakh
Delving further into consumer buying habits, purchase decisions can be separated into
two categories: status-oriented and indulgence-oriented. CTVs/LCDs, refrigerators,
washing machines, dishwashers, microwave ovens and DVD players fall in the status
category. Indulgence-oriented products include plasma TVs, state-of-the-art home theatre
systems, iPods, high-end digital cameras, camcorders, and gaming consoles. Consumers
in the status category buy because they need to maintain a position in their social group.

Indulgence-oriented buying happens with those who want to enjoy life better with
products that meet their requirements. When it comes to the festival shopping season, it is
primarily the status-oriented segment that contributes largely to the retailers cash
register.
While India presents a large market opportunity given the number and increasing
purchasing power of consumers, there are significant challenges as well given that
over 90% of trade is conducted through independent local stores. Challenges include:
Geographically dispersed population, small ticket sizes, complex distribution network,
and little use of IT systems, limitations of mass media and existence of counterfeit
goods.
Major Indian Retailers
Indian apparel retailers are increasing their brand presence overseas, particularly in
developed markets. While most have identified a gap in countries in West Asia and
Africa, some majors are also looking at the US and Europe. Arvind Brands, Madura
Garments, Spykar Lifestyle and Royal Classic Polo are busy chalking out foreign
expansion plans through the distribution route and standalone stores as well. Another
denim wear brand, Spykar, which is now moving towards becoming a casualwear
lifestyle brand, has launched its store in Melbourne recently. It plans to open three stores
in London by 2009-end.
The low-intensity entry of the diversified Mahindra Group into retail is unique because
it plans to focus on lifestyle products. The Mahindra Group is the fourth large Indian
business group to enter the business of retail after Reliance Industries Ltd, the Aditya
Birla Group, and Bharti Enterprises Ltd. The other three groups are focusing either on
perishables and groceries, or a range of products, or both.

Vivek Limited Retail Formats: Viveks, Jainsons, Viveks Service Centre, Viveks
Safe Deposit Lockers
PGC Retail -T-Mart India Switcher , Respect India , Grand India Bazaar ,etc.

REI AGRO LTD Retail-Formats: 6TEN Hyper & 6TEN Super.

RPG Retail-Formats: Music World, Books & Beyond, Spencers

Hyper, Spencers Super, Daily & Fresh.

Pantaloons Retail-Formats: Big Bazaar, Food Bazaar, Pantaloons, Central,

Fashion Station, Brand Factory, Depot, ally, E-Zone etc.

The Tata Group-Formats: Westside, Star India Bazaar, Steel junction,

Landmark, Titan Industries with World of Titans showrooms, Tanishq outlets,
Chroma.

K Raheja Corp Group-Formats: Shoppers Stop, Crossword, Hyper City, Inorbit

Lifestyle International-Lifestyle, Home Centre, Max, Fun City and

International Franchise brand stores.

Pyramid Retail-Formats: Pyramid Megastore, TruMart

Nilgiris-Formats: Nilgiris supermarket chain

Subhiksha-Formats: Subhiksha supermarket pharmacy and telecom

discount chain.

Trinethra- Formats: Fabmall supermarket chain and Fabcity hypermarket chain

Vishal Retail Group-Formats: Vishal Mega Mart

BPCL-Formats: In & Out

Reliance Retail-Formats: Reliance Fresh

Reliance ADAG Retail-Format: Reliance World

German Metro Cash & Carry

Shoprite Holdings-Formats: Shoprite Hyper

Paritala stores bazar: honey shine stores

Aditya Birla Group - more Outlets

Kapas- Cotton garment outlets

COMPANY PROFILE

About The Future Group

Future Group Ltd by its founder and Group CEO, Mr. Kishore Biyani, is one of
India's leading business houses with multiple businesses spanning across the
consumption space. While retail forms the core business activity of Future Group, group
subsidiaries are present in consumer finance, capital, insurance, leisure and
entertainment, brand development, retail real estate development, retail media and
logistics.
Led by its flagship enterprise, Pantaloons Retail, the group operates over 12 million
square feet of retail space in over 71 cities and towns and 65 rural locations across India.
The group owns several leading formats including Pantaloons, Big Bazaar, Food Bazaar,
Home Town, eZone and Central. Pantaloons Retail was awarded the International
Retailer of the Year - 2008, by the US-based National Retail Federation, the largest retail
trade association and the Emerging Market Retailer of the Year 2008 at the World Retail
Congress in Barcelona.
Future Group believes in developing strong insights on Indian consumers and
building businesses based on Indian ideas, as espoused in the group's core value of
'Indianness'. The group's corporate credo is, 'Rewrite rules, Retain values'.

About FutureBazaar.com
FutureBazaar.com is the e-commerce arm of the Future Group. Future Bazaar provides
an integrated shopping site where consumers are able to buy products from our flagship
stores including eZone, Pantaloons and Big Bazaar online and get home delivery of
products.
Future Bazaar delivers across more than 1500 cities and towns in India covering 16,000
pin codes. FutureBazaar carries genuine products and offers manufacturer's warranty
(as opposed to Seller's warranty) which most other sites offer. FutureBazaar offers
products where the complete supply chain is managed by Future Group entities unlike
other sites that are marketplaces.

By the virtue of being a part of Future Group, FutureBazaar is able to offer a wide
range of genuine products at very competitive prices, confidence of buying from a
trusted source and the convenience of returning in our physical stores.

About Big Bazaar

Big Bazaar is not just another hypermarket. It caters to every need of your family. Where
Big Bazaar scores over other stores is its value for money proposition for the Indian
customers.
At Big Bazaar, you will definitely get the best products at the best prices - that's what we
guarantee. With the ever increasing array of private labels, it has opened the doors into
the world of fashion and general merchandise including home furnishings, utensils,
crockery, cutlery, sports goods and much more at prices that will surprise you. And this is
just the beginning. Big Bazaar plans to add much more to complete your shopping
experience.

About Pantaloons
Pantaloons are among India's largest chains of fashion stores. Pantaloons Fresh Fashion,
with its focus on 'fresh look, feel and attitude' offers, trendy and hip collections that are in
sync with the hopes and aspirations of discerning young and 'young-at-heart' consumers.

Pantaloons Fresh Fashion stands out as a fashion trendsetter, on the lines of how fashion
is followed internationally. This 'fresh fashion' destination allows customers to shop for
the latest in fashion apparel and accessories throughout the year in an attractive and
visually stimulating ambience.
Pantaloons Fresh Fashion stores have presence with stores not just in Metros but also in
smaller towns. All stores have a wide variety of categories like casual wear, ethnic wear,
formalwear, party wear and sportswear for Men, Women and Kids.

About eZone
eZone, with the catch phrase 'experience electronics' is an experience led lifestyle
format that brings together the best in national and international consumer electronic and
durables brands in a family-centric environment.
Typically in excess of 12,000 square feet in size, an eZone store truly enables you to
experience electronics, through three dedicated zones - Liberation Zone, Experience Zone
and Home Zone. The Liberation Zone offers personal products like computers, laptops,
handy cams, MP3 players and mobile phones. While entertainment products such as
Plasma / LCD, Flat TV's, Home Theatre systems, DVD players, and Stereo systems are
displayed in the Experience Zone. And in the Home Zone segment, one gets to pick
electronic goods of his or her choice including Refrigerators, Air Conditioners, washing
machines and Microwave ovens among other kitchen related appliances.
eZone is not only about showcasing electronics products and gadgets, but providing
you with a complete shopping experience through touch & feel, allowing you to pick
and choose from an array of best of brands under one roof. eZones are primarily stand
alone concepts, but are also present within the Central malls.
The Big Bazaar is a useful place to find cheap household items, clothes, and food all
under one roof. However, the chaos and crowds often make shopping there a
challenge. Pros

Low prices.

Great sales and promotions.

Wide range of products under the one roof.

Many stores.

Overcrowded.

Checkout can be extremely slow.

Complaints of poor customer service and overcharging.

Outlets in around 60 locations across India.

Sells furniture, electronics, clothes, cookware, cosmetics, household items,

food, gifts, jewellery, and books.

Also has special Food Bazaar outlets.

Most stores open from 10 a.m. until 9.30-10 p.m. daily.

Guide Review - Review of Big Bazaar India
There was a time not so long ago that large department stores were a completely foreign
concept in India -- but not anymore. The Big Bazaar is one such department store to
have set up shop across the country. Since its first outlet opened in Kolkata in late 2001,
the Big Bazaar has spread to towns and cities at an alarming rate.
These multi-level shopping meccas stock everything from food to fridges, and
cookware to clothes. However, the Big Bazaar isn't your ordinary department store. It's
been especially designed to appeal to the Indian consumer. You may be thinking, what
does that mean? In short, organized chaos.
With a slogan of "Is se sasta aur accha kahin nahi!" ("Nowhere cheaper or better than
this!"), the Big Bazaar targets itself directly at the average Indian's love of following
the crowd and scrambling for a good discount.
You won't find neatly ordered aisles at the Big Bazaar. Instead, stores are laid out to
replicate a market environment, with items all thrown in together. Promotions such as

"Sabse Saste Teen Din" (Cheapest Three Days) and "Purana Do, Naya Lo" (Give Old,

Take New) result in shoppers flooding the stores, to the point that some stores have
become so overcrowded they've had to close.
If you visit the Big Bazaar in the daytime during the week, it is possible to have
a deceptively pleasant and hassle free shopping experience.
However, don't make the mistake of going there during a sale, on holidays, evenings, or
on Sunday. When I did this, I had to wait for almost an hour just to be served at the
checkout. Forget about getting the all items I wanted, I was happy to get out of there in
one piece!
I've also found that the full price is all too often charged on sale items, so do check
your receipt to make sure that discounts have been properly recorded.

LITERATURE OF
REVIEW

Customer Satisfaction
Definition of Customer Satisfaction
Kotler (1997) defines customer satisfaction as follows:

Satisfaction is a person's feelings of pleasure or disappointment resulting from comparing

a Products perceived performance (or outcome) in relation to his or her expectations.
Brown (1992) defines customer satisfaction as:

The state in which customer needs, wants and expectations throughout the product or
service's life are met or exceeded resulting in repeat purchase, loyalty and favourable
worth-of mouth.
According to Jones and Sasser (1995), four basic elements affect customer satisfaction.

They are: The basic elements of the product or service, basic support services, a recovery
process for counteracting bad experiences, and extraordinary service. There are many
definitions of the key elements of the services, but this one is considered appropriate in
the context of care or after sales services.

Satisfaction is a function of perceived performance and expectation. If the performance

matches the expectations the customer is satisfied. If the performance exceeds the
expectation the customer is highly satisfied and delighted. If the performance does not
match the expectations the customer is dissatisfied. Satisfaction is a persons feelings of
pleasure of disappointment resulting for comparing a products perceived performance
(out-come) in relation t his/her expectation. The link between customer satisfaction and
customer loyalty is proportional. Suppose customer satisfaction is rated on a scale from 1
5. At a very low levels of customer satisfaction.

Level-1, customers are likely to abandon.

Level-2 to 4, customers are fairly satisfied but still find tit easy to switch when a
better offer comes along.
Level-5, the customer is very likely to repurchase an even spread good word of
mouth about the company.

Customers are very likely to repurchase

Customers are fairly satisfied
Low level of customer satisfaction

LEVEL5
LEVEL 2-4
LEVEL 1

The key to generating high customer loyalty is to deliver high customer value. A
companys value proposition is much more than its positioning on a single attribute.
Most of the successful companies are raising expectations and delivering performances to
match. These companies are aiming for TCS Total Customer Satisfaction. Customer
satisfaction is both a goal and a marketing tool. Companies that achieve high customer
satisfaction ratings make sure that their target market is known.

After sales support management system is apart of ERP Enterprise Resource

Planning solution dealing with the support module after the sales of product. It creates an
advanced environment to the organization, which are in to technical support after sales
e.g. Companies offering electronic goods and motor vehicles etc.

Measuring customer satisfaction

Organizations need to retain existing customers while targeting non-customers;.
Measuring customer satisfaction provides an indication of how successful the
organization is at providing products and/or services to the marketplace.

Customer satisfaction is an abstract concept and the actual manifestation of the state of
satisfaction will vary from person to person and product/service to product/service. The
state of satisfaction depends on a number of both psychological and physical variables
which correlate with satisfaction behaviours such as return and recommend rate. The
level of satisfaction can also vary depending on other factors the customer, such as other
products against which the customer can compare the organization's products.
Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988
delivered SERVQUAL which provides the basis for the measurement of customer
satisfaction with a service by using the gap between the customer's expectation of
performance and their perceived experience of performance. This provides the
researcher with a satisfaction "gap" which is semi-quantitative in nature. Cronin and
Taylor extended the disconfirmation theory by combining the "gap" described by
Parasuraman, Zeithaml and Berry as two different measures (perception and expectation)
into a single measurement of performance relative to expectation.
The usual measures of customer satisfaction involve a survey with a set of statements
using a Likert Technique or scale. The customer is asked to evaluate each statement in
terms of their perception and expectation of performance of the service being measured.
Methodologies
American Customer Satisfaction Index (ACSI) is a scientific standard of customer
satisfaction. Academic research has shown that the national ACSI score is a strong
predictor of Gross Domestic Product (GDP) growth, and an even stronger predictor of
Personal Consumption Expenditure (PCE) growth. On the microeconomic level, research
has shown that ACSI data predicts stock market performance, both for market indices
and for individually traded companies. Increasing ACSI scores has been shown to predict
loyalty, word-of-mouth recommendations, and purchase behaviour. The ACSI measures
customer satisfaction annually for more than 200 companies in 43 industries and 10
economic sectors. In addition to quarterly reports, the ACSI methodology can be applied
to private sector companies and government agencies in order to improve loyalty and

Purchase intent. Two companies have been licensed to apply the methodology of the
ACSI for both the private and public sector: CFI Group, Inc. applies the methodology
of the ACSI offline, and Foresee Results applies the ACSI to websites and other online
initiatives. ASCI scores have also been calculated by independent researchers, for
example, for the mobile phones sector.
The Kano model is a theory of product development and customer satisfaction
developed in the 1980s by Professor Noriaki Kano that classifies customer preferences
into five categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The
Kano model offers some insight into the product attributes which are perceived to be
important to customers. Kano also produced a methodology for mapping consumer
responses to questionnaires onto his model.
SERVQUAL or RATER is a service-quality framework that has been incorporated
into customer-satisfaction surveys (e.g., the revised Norwegian Customer Satisfaction
Barometer) to indicate the gap between customer expectations and experience.
J.D. Power and Associates provides another measure of customer satisfaction, known
for its top-box approach and automotive industry rankings. J.D. Power and Associates'
marketing research consists primarily of consumer surveys and is publicly known for the
value of its product awards.
Other research and consulting firms have customer satisfaction solutions as well. These
include A.T. Kearney's Customer Satisfaction Audit process, which incorporates the
Stages of Excellence framework and which helps define a companys status against
eight critically identified dimensions.
For Business to Business (B2B) surveys there is the Info Quest box. This has been
used internationally since 1989 on more than 110,000 surveys (Nov '09) with an
average response rate of 72.74%. The box is targeted at "the most important"
customers and avoids the need for a blanket survey.

Improving Customer Satisfaction

Published standards exist to help organizations develop their current levels of customer
satisfaction. The International Customer Service Institute (TICSI) has released The
International Customer Service Standard (TICSS). TICSS enables organizations to focus
their attention on delivering excellence in the management of customer service, whilst at

the same time providing recognition of success through a 3rd Party registration scheme.
TICSS focuses an organizations attention on delivering increased customer satisfaction
by helping the organization through a Service Quality Model.
TICSS Service Quality Model uses the 5 P's - Policy, Processes, People, Premises,
Product/Services, as well as performance measurement. The implementation of a
customer service standard should lead to higher levels of customer satisfaction, which
in turn influences customer retention and customer loyalty.

The functional features include:

Customer complaints tracking

Service engineers information tracking

Job scheduling for the complaints

Spares management

Online support

Reports
Customer complaints tracking
Complaint is the start point of any technical support system. Without a client request the
technical support is not initiated. Complaint tracking is done as follows:

Client may come down or make a phone call or complaint online

The client is validated. The client may have an annual maintenance contract or
may have a product in warranty or of warranty.

The intensity of the complaint is to be estimated to allocate resources.

Expected service type has to be finalized. It may be online assistance indoor or

onsite assistance.

Service Engineers information tracking:

Information about the engineers is inevitable in job scheduling. Information about
the engineers has to be added, deleted or modified in the database. It may contain the
following: the name, id of the engineer; the skill set of the manager; the status of the
engineer.
Job scheduling for the complaints:

Job scheduling means sequencing the request to its intensity, assignment of a

service engineer and creating a job card. It is done to optimize the technical resources and
to render the best service to the customer. Minor problem are processed by technicians
requests are handled by the expert team.
The job card includes the following:

The compliant id, the assigned engineer id, the data and time of service, the spare
details, no. of man hours required etc.

The spare part name and serial number

The available quantity of each spare part

The prize, warranty and other specifications

The supplier information.

Online support:
The service is done online also. The client may visit the website to obtain basic
support information about the product and FAQ. He can chat with the service engineer on
phone or online.

Report:
The report reflects the current status of the system. The reports that can be generated are
As follows:
Customer request report status of the system.
The reports that can be requests.
Service engineer report provides the information about the skills and strengths of
the support team.
Job scheduling report states the allotment of engineers to jobs.
Spares report discloses the availability of all the shapes in the system.
Receipts and payments report gives information about the cash flow in the
system.
Bills generation.
Customer satisfaction tracking:

Customer satisfaction is the key concept to dictate the future of the organization.
In order to maximize the customer satisfaction along with quick response and efficient
service some other activities are to be performed.
They may be as follows:

Reception of the customer with hospitality.

Entertaining environment to the customer.

Providing guidance about the usage and maintenance of the product.

Offering gift and discounts.

Operationalization of Customer Satisfaction

As customer needs and expectations are changing all the time, this will lead to a
situation whereby customers keep setting ever higher standards, and therefore to achieve
perfection is impossible. Markets should be seen as a group of individual companies, and
each of them must be treated individually with different requirements, experiences,
commitments, and relationships. Implementing customer satisfaction philosophy means
identifying customers, then identifying their needs and expectations and finally,
measuring their perceptions. Knowing the needs of the customer makes it easier to
anticipate the ideal set of products and services. A major flaw for all the companies has
proved to be their inability to understand other ways that customers can be satisfied. By
implementing direct and continuous employee contacts with the customers, the

customers' requirements and expectations can be determined. This employee-customer

connection additionally conveys the message that the company cares about their
customers.

Customer needs can be determined through marketing research, customer

interviews, reading customer concerns, or involving customers in the design of services
and service deliveries. In order to decide if the service can be provided at a profit, it is
necessary to link value equation to the strategic service vision. Working together with
both supplier and customer can increase profitability by expanding margin potential.

A customer satisfaction study should begin by asking about the factors affecting
customer satisfaction, how important those factors are for the whole, and the level of
customer satisfaction. A problem with customer satisfaction surveys (Naumann, 1994) is
that a poor customer satisfaction programme yields vague data and raises customer
expectations. If customer expectations are raised and a company's performance remains
the same, the customer's overall satisfaction will decrease.

Business Definition for: After-sales Service

Customer support following the purchase of a product or service. In some cases,

after-sales service can be almost as important as the initial purchase. The manufacturer,
retailer, or service provider determines what is included in any warranty (or guarantee)
package. This will include the duration of the warranty traditionally one year from the
date of purchase, but increasingly two or more years maintenance and/or replacement
policy, items included/excluded, labor costs, and speed of response. In the case of a
service provider, after-sales service might include additional training or helpdesk
availability. Of equal importance is the customer's perception of the degree of willingness
with which a supplier deals with a question or complaint, speed of response, and action
taken.

After Sales Excellence

After Sales Excellence is a key driver for customer satisfaction and loyalty but also a
very important source of revenues and profits throughout a vehicle lifecycle. Our after
sales experts support our clients in all relevant areas of after sales service to improve the
internal cost base, the retail attractiveness as well as customer satisfaction. Our results are
measurable - significant improvements on key indicators such as warranty costs, service
quality, and fixed first visit rate.

Supply Chain Excellence

Our Supply Chain Excellence service enables you to realize substantial improvements in
your supply chain performance in terms of cost, efficiency, lead times, demand
management, customer service and working capital requirements. We measure, improve
and qualify supply chain organizations and processes and support our clients by
identifying and rapidly implementing cost and efficiency savings in the entire supply
chain. This can be achieved with the comprehensive, cross-functional redesign of all
logistics processes leveraging the entire supply chain including customers and suppliers.
With our proven Integrated Supply Chain Excellence Audit we quickly identify gaps to
proven best practices and benchmarks within, and beyond, the Automotive Industry.

Value Chain Design

Constantly reviewing the companies value chain in a rapidly evolving environment;
deriving required core competencies and partnerships is a key management responsibility.
We help our clients design their value chain in terms of a global engineering footprint,
production and service network, thereby improving efficiency and customer satisfaction
in alignment with corporate strategy.

Customer Contacts and Relationships

In all cases, the supplier had been involved with the customer since the beginning
of the network building. It is difficult to distinguish whether some of the changes in
customer-supplier relationship were due to the duration of the relationship between the
two parties and whether some of the changes were caused by changes in the customer's
needs resulting from the customer's new position in the network life cycle curve. For the
results of this research, that question in terms of the underlying factors has not addressed,
but for future studies, it would be relevant to clarify which of these two factors is the
more significant or in fact, whether they can be distinguished.
Relation of the Care to Customer Satisfaction
Innis and La Londe (1994) discovered that several customer satisfaction variables
significantly affect a customer's total customer satisfaction. Customer service attributes
received high ratings for the importance of customer satisfaction. Attributes for physical
distribution of customer service were rated higher than many marketing attributes.
Most Important Services
Barsky (1995) proposed that what is important for one customer may not be important for
another. Barsky proposes this in the area of priority marketing, and the idea was applied
to different services in general. When a buyer considers closer integration with a supplier,
they may consider that it will most likely limit the number of potential suppliers and fear
that the partner may take advantage of this by increasing prices or delivering poorer
quality or poorer service. Interlocking with the supplier can limit the opportunity to
acquire innovations if the supplier lacks the capability of being a leading-edge supplier.
Research has shown that there are frequently differences between the views of the
supplier's management on customer value and the customers' views on what they say they
value. This was studied in the present study as well.

ANALYSIS
&
INTERPRETATION

Analysis and findings:

The total number of respondents of the survey is 100 from Kanpur city only.

The main aim of the survey is to know the satisfaction level of the BIG BAZAAR
Services

The data collected is through primary source, through interviewing the concerned
respondents by giving them a structured questionnaire, which includes few open-ended
questions.

1) How did you come to know about BIG BAZAAR products?

No. of respondents

Percentage

Electronic media

22

22%

Print media

28

28%

Road shows

20

20%

Hoardings

30

30%

Total

100

100%

Knowing about the product:

22%
30%
Electronic media
Print media
Road shows
Hoardings
28%
20%

Interpretation:
30% of the respondents came to know about BIG BAZAAR products from
hoardings while 28% of the respondents came to know from print media and electronic
media was assumed by 22% of the respondents. A small significant 20% of the
respondents replied that road shows have helped them in understanding BIG BAZAAR
products

2) So how regular are you to BIG BAZAAR?

No. of respondents

Percentage

DAILY

04

04%

WEEKLY

23

23%

MONTHLY

36

36%

DURING OFFERS

37

37%

Total

100

100%

Using of the service (in months):

4%
23%
0-6 months
6-12 months

36%

1-2 years
More than 2 years

37%

Interpretation:
From the above table it is seen that 37% of the respondents have been
using BIG BAZAAR products for past one year. While 36% have been using it
for more than 1 year, and a significant 23% of respondents have been using the
service for less than six
months. Only 4% of the respondents have been using BIG BAZAAR products
for more than 2 years.

3) Which department you prefer to shop at BIG BAZAAR?

Type of service

No. of respondents

Percentage

Dairy

27

27%

Retail

60

60%

Agri

13

13%

Total

100

100%

Kind of service:

13%
27%
Dairy
Retail
Agri

60%

Interpretation
From the above table it can be seen that 60% of them are using retail services,
while 27% are using Dairy services, and the remaining 13% are using Agri services.

4) What is the reason for choosing these service?

No. of respondents

Percentage

Less price

20

20%

Quality service

56

56%

Brand image

24

24%

Total

100

100%

Reason for choosing the service:

24%

20%
Less price
Quality service

Brand image
56%

Interpretation
From the above table it is shown that 56% of the respondents are citing quality of
service as the factor. While 24% cited brand image as the reason for choosing the service.
As far as price is concerned only 20% of the respondents have quoted it as the reason for
choosing this service.

5) Which department gives the best offers?

No. of respondents

Percentage

Convenience

53

53%

Economical

30

30%

Security

04

04%

Features

13

13%

Total

100

100%

Preferring for this service:

13%
4%
Convenience
Economical
53%

Security
Features

30%

Interpretation
In todays busy world convenience seems to be the most overriding factor while
preferring a cellular service. It is clear that 53% of the respondents have preferred this
service due to easy & hands free availability, making it convenient to use it. On the other
hand 30% have said economy of the service, while 13% of the respondents have given
features as their choice. While a meagre 4% of the said security as the reason for
preferring the service

6) Are you satisfied with the quality of service being provided?

No. of respondents

Percentage

Yes

85

85%

No

5%

To some extent

0%

Cant say

10

10%

Total

100

100%

Satisfaction l with the quality of service:

10%
0%
5%
Yes
No
To some extent

Cant say

85%

Interpretation:
From the above table it is clear that 85% of the respondents are satisfied with the
quality of service while a significant number i.e., 10% of the respondents couldnt say
Anything and 5% of the respondents replied they are not satisfied with the quality of
service.

7) Have you faced any problem at the time of purchase & usage?
No. of respondents

percentage

Yes

10

10%

No

90

90%

Total

100

100%

Facing of problems:

100
90
80
70
60
50
40
30
20
10
0

90

10
Yes

No

Interpretation:
The above table indicates that at the time of activation only 10% of the respondents have
faced problem with company, and 90% of the respondents have not face any problem.

8) Who has influenced you, in purchase decision towards BIG BAZAAR Product?
No. of respondents

Percentage

Colleagues

25

25%

Friends

60

60%

Family members

15

15%

Others

0%

Total

100

100%

Influence on purchase decision:

0%
15%

25%
Colleagues
Friends
Family members

Others

60%

on:

ve table it is shown that 60% of the respondents were influenced by

25% by their colleagues and 15% by others.

9) Do you know customer awareness program for every month?

No. Of respondents

Percentage

Yes

40

40%

No

60

60%

Total

100

100%

Including of activation charges:

60
60
50

40

40
30
20
10
0

40% 60%
1

Yes

40

40%

No

60

60%

Interpretation:
The above table is indicating that, from the total respondents of the survey 40%
respondents are aware of the customer program , and the remaining 60% respondents are
completely unaware of this statement, due to lack of communication from the company.

10) Where do you pay your bills?

Periods

No. of respondents

percentage

At showrooms

100

100%

On delivery

00

00%

Total

100

100%

Place of paying Bills:

120
100

100

80
At showrooms

60

On delivery

40
20
0

0
1

100%

0%
2

Interpretation:
It is clear from the above analysis that the respondents have to pay their post-paid
bills at the True-Paid shops only. So 100% of the respondents pay at their dealer outlets
only.

11)

Do you prefer online-billing counters for your bill payment like counters of
ATMs ?
Type of service

No. of respondents

percentage

Yes

99

99

No

01

01%

Total

100

100%

Preferring of online bills:

1%

Yes

No

99%

Interpretation:
Of the 100 respondents surveyed 99% of them prefer online counters for their
bills payments as it saves their time & effort, and only 1% of the respondents are not
willing to have the online payment facility.

12) How do you feel about the pricing of BIG BAZAAR services as compared with
Other ?
No. Of respondents

Percentage

Expensive

00

00%

Competitive

96

96%

Cant say

04

04%

Total

100

100%

Pricing of HERITAG services:

50

120
96

100
80

Expensive
60

Competitive
Cant say

40
20
4

0
0
1

Interpretation:
The feelings of customers of BIG BAZAAR about the pricing of the services is,
96% of them are satisfied and feel the prices are comparable with others and 4% of them
are not satisfied with the pricing of the company as they feel the prices are not
competitive enough.

13)

Are you satisfied with the payment of your bills?

No. of respondents

Percentage

Yes

10

10%

No

00

00%

To some extent

90

90%

Total

100

100%

51

Satisfaction with payment:

10% 0%
Yes
No
To some extent

90%

Interpretation:
With the above analysis, from the 100 respondents, only 10% are satisfied with
the time given to them for payment of bills, and the remaining 90% of respondents are
not fully satisfied.

14)

What is your Opinion on the service availability of Retail?

No. of respondents

Percentage

Easily available

100

100%

Not available

00

00%

To some extent

00

00%

Cant say

00

00%

52

Total

100

100%

Interpretation:
The above table indicates that the BIG BAZAAR services of retail services are
Easily available in urban areas; this is clarified from 100 respondents surveyed.

15)

Is home delivery facility providing by the services is sufficient & convenient

to you?
No. of respondents

Percentage

Yes

100

100%

No

00

00%

Total

100

100%

53

Opinion about home delivery facility:

0%

Yes

No

100%

Interpretation:

From the above analysis it is clear that 100% of the respondents are feeling happy
and feel the home delivery facility is sufficient and convenient to them.

16) Do you feel that the instruments being provided along with the services is ok
or you want a change (as per choice)?
No. of respondents

Percentage

Yes, we want change

10

10%

No, it is OK

90

90%

54

Total

100

100%

Instruments provided with service are ok or not:

10%

Yes, we want change

No, it is OK

90%

Interpretation:
From the above table it is clear that 90% of the total 100 respondents dont want
any change in the instruments being provided by the company, they want as it is. But the
remaining 10% of the respondents are willing to have change in that at some choice, in
terms of certain features as compared with the competitors.
17) Do you recommend these services to your friends, Colleagues & Family?
No. of respondents

Percentage

Yes

63

63%

No

37

37%

Cant say

00

00%

Total

100

100%

55

Recommendation of the service:

70

63

60
50
37

40
30
20
10

0
Yes

No

Cant say

Interpretation:
It is clear that 63% of the respondents would recommend the service, while a
significant 37% of the respondents do not want to recommend the service to their friends,
colleagues & family.

18)

Do you want any additional features to be included to you service in future?

No. of respondents

Percentage

Yes

67

67%

No

23

23%

Total

100

100%

Any additional features:

56

80

67

60
40
20

23

0
Yes

No

Interpretation:
From the above table it is clear that 67% of the total respondents are desirous of
having some new features like call waiting, GPRS, MMS etc., to be included in this
service in future, and the remaining 23% respondents do not want any changes as far as
the additional features are concerned.

57

FINDINGS

FINDINGS

1. The coverage is limited to only urban areas hence effort should be made to
increase the coverage in semi urban and rural areas as it increases the number of
subscribers.
2. BIG BAZAAR should create awareness amongst its customers regarding various
services that are being offered by it by increasing its sales promotion reach.

3. Special promotional schemes to be launched especially to target youth segment

who take up the new product by having special packages.

4. BIG BAZAAR try to focus on the after sales customer support as this is perceived to
Be a weak spot, by the consumes and should have responsive call canters to address
the needs of its customers.

SUGGESTIONS

SUGGESTIONS

BIG BAZAAR should increase the coverage of its all services i.e. dairy and agri and
retail also, services by installing more at strategic point .
The quality of the retail service needs to be improved in terms of clarity and connectivity.

BIG BAZAAR should vigorously promote its retail services as compared with the
competition and should concentrate on individual customers and non-commercial
customers.
BIG BAZAAR should aggressively promote its offerings in various media and should
concentrate on hoardings and road shows and electronic media.
Attractive schemes for owning the retail instruments should be launched to attract more
customers.

60

61

CONCLUSION

Conclusion
The respondents are of BIG BAZAAR, and they came know about the service from
hoardings, print media, primarily and through electronic media and road
shows secondarily.
The respondents are using BIG BAZAAR since 1 year and below 1 year in most of the
cases.

The service provided by BIG BAZAAR is used by majority of the respondents and the
reason for choosing it is the quality of the service, followed by brand image.
Customer satisfaction of the respondents towards BIG BAZAAR is high; however a
significant number of the respondents are dissatisfied with its services.
In purchasing BIG BAZAAR products family appear to be the prime motivators of the
respondents in making their purchase decisions, due to the special offers being targeted
by the company at this segment.
The respondents are paying their bills at the company show rooms, and these are also on
delivery time.
The respondents are desirous of having online bill payment service for convenience as its
saves their time, money and effort.
The instruments being providing with billing service are being well received by the
respondents.

62

63

ANNEXURE

QUESTIONNAIRE
Name of the respondent

Age

Gender

Address

:
Signature

1) How do you come to know that About BIG BAZAAR products?

a)

Electronic Media

b)

Print media

b)

Road shows

c)

Hoardings

2) So how regular are you to BIG BAZAAR?

a)

Daily

b)

Weekly

c)

Monthly

d)

During Offers

3) Which department you prefer to shop at BIG BAZAAR?

a)

FMCGS and Groceries b ) Clothing and Home Fashion

c) Electronics and Furniture d ) Luggage and Stationery

4) What is the reason for choosing these service?

a)

Less price

b)

c)

Brand image

d)

Quality service
Offers
None

5) Which department gives the best offers?

a)

Food Bazaar

b)

Clothing and Home Fashion

c)

Luggage and Stationery

d)

Electronics and Furniture

6) Are you satisfied with the quality of service being provided?

a)

Yes

b)

No

c)

To some extent

d)

Cant say

7) Have you faced any problem at the time of purchase & usage?
a)

Yes

b)

No

8) Who has influenced you, in purchase decision towards BIG BAZAAR Product?
a)

Colleagues

b)

Friends

c)

Family members

d)

others

9) Do you know customer awareness program for every month?

a)

yes

b)

No

10) Where do you pay your bills?

a)

At showrooms

b)

on delivery

11) Do you prefer online billing counters for your bill payment like ATMs?

a)

Yes

b)

No

12) How do you feel about the pricing of BIG BAZAAR Services as compared with
other?
a)

Expensive

b)

Competitive

c) Cant say
13) Are you satisfied with the payment of your bills?
a)

Yes

b)

No

c) To some extent
14) What is your opinion on the serviced availability of Retail?
a)

Easily available

b)

Not available

c)

To some extent

d)

cant say

15) Is home delivery facility providing by the service is sufficient & convenient to
you?
a)

Yes

b)

No

16) Do you feel that the instruments being provided along with the services is OK or
you want any change? (As per your choice)
a)

Yes, we want change b)

No, it is ok

17) Do you recommend this service to your friends, colleagues & family?
a)

Yes

b)

No

18) Do you want any additional features to be included to your services in future

19) What are the common problems, which you face while using this
service:_____________________________________________
_____________________________________________

20)
Please tell us what the Store can do to increase your
satisfaction level as our Customer
__________________________________________________________
66

___________________________________________________________
Thank you

+
67

BIBLIOGRAPHY

BIBLIOGRAPHY
1.

MARKETING MANAGEME

Philip Kotler

2.

PRINCIPLE OF MARKETING

Philip Kotler & Gray Armstrong

3.

MARKETING MANAGEMENT
68

Stanton

4.

BUSINESS RESEARCH METHODOLOGY

5.

www.BIG BAZAAR.com

6.

www.retailindia.com

7.

Www. Human psychology.com

69

C.R. Kothari