“To study customer relationship management in big

bazaar”

A Project Submitted to
University of Mumbai for partial completion of the degree of
Bachelor of Management Studies
Under the Faculty of Commerce

By
Mr. Adarsh Gupta

Under the Guidance of

Prof. Ravi M Ahuja

LAXMAN DEVRAM SONAWANE COLLEGE OF

ARTS, COMMERCE, BMS & BAF, KALYAN (WEST).
March 2022

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 CERTIFICATE

This is to certify that Ms. Adarsh Gupta has worked and duly
completed her Project Work for the degree of Bachelor of Accounting
and Finance Studies under the Faculty of Commerce in the subject of
Accounting her project is entitled, To study customer
relationship management in big bazaar under my supervision.
I further certify that the entire work has been done by the learner
under my guidance and that no part of it has been submitted
previously for any Degree or Diploma of any University.
It is her own work and facts reported by her personal findings and
investigations.

Seal of the College Name and Signature Of

Guiding Teacher

Date of Submission :

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 DECLARATIONS
I the undersigned Mr. Adarsh Gupta here by, declare that the work
embodied in this project work titled “To study customer
relationship management in big bazaar” forms my own
contribution to the research work carried out under the guidance of
Prof. Ravi M Ahuja is a result of my own research work and has not
been previously submitted to any other University for any other
Degree/ Diploma to this or any other University.
Wherever reference has been made to previous works of others, it
has been clearly indicated as such and included in the bibliography.
I, here by further declare that all information of this document has
been obtained and presented in accordance with academic rules and
ethical conduct.

Adarsh Gupta
Name and Signature of the learner

Certified by
Name and Signature of The Guiding Teacher

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 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so

numerous and the depth is so enormous.
I would like to acknowledge the following as being idealistic
channels and fresh dimensions in the completion of this project.
I take this opportunity to thank the University of Mumbai for
giving me chance to do this project.
I would like to thank my Principal, Ms. Annie Antony for
providing the necessary facilities required for completion of this
project.
I take this opportunity to thank our Coordinator, Faculty Members
for their moral support and guidance.
I would also like to express my sincere gratitude towards my
project guide Prof. Ravi M Ahuja whose guidance and care made the
project successful.
I would like to thank my College Library, for having provided
various reference books and magazines related to my project.
Lastly, I would like to thank each and every person who directly or
indirectly helped me in the completion of the project especially my
Parents and Peers who supported me throughout.

Students name
- RESEARCHER

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 TABLE OF CONTENTS

Sr. No Topic
Ch 1. Introduction
1.1 Overview of Industry as a whole
1.2 Profile of the Organization
1.3 Problems of the Organization
1.4 Competition Information
1.5 S.W.O.T. Analysis of the Organization

Ch 2.
Object & Methodology

2.1 Significance
2.2 Managerial usefulness of the study
2.3 Objective
2.4 Scope of the Study
2.5 Methodology

Ch 3 . Conceptual Discussions

Ch 4. Data Analysis

Ch 5. Findings and Recommendations

Annexure

Bibliography

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 CHAPTER-1
INTRODUCTION

OVERVIEW OF THE INDUSTRY AS WHOLE

The Indian retail industry is now beginning to evolve in the line with the transformation that
has swept other large economies. The liberalization of the consumer goods industry initiated
in the mid-80 and accelerated through the 90’s has begun to impact the structure and conduct
of the retail industry.

The concept retail which includes the shopkeeper to customer interaction, has taken many
forms and dimensions, from the traditional retail outlet and street local market shops to
upscale multi brand outlets, especially stores or departmental stores.

The objective being to assess the various parameters that influences a buyer to visit or shop at
departmental store thereby contributing to its turnover (in terms of sales and profits) hence
leading to its overall success.

The extensive research brought me to conclude that departmental stores are soon emerging on
the top priority lists, amongst the shopping spree in Delhi and NCR, as they seem to derive
immense pleasure of convenience and exposure to variety under one roof, in their extremely
busy lives, when they don’t have time for things.

Though some of the customers perceive departmental stores to be expensive and only high
income category’s cup of tea, the stores make constant efforts to induce them to at least visit
the store at once during the sale period, or discount offers.

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The Retail Marketing Revolution - An Introduction

“Any business that directs its marketing efforts towards satisfying the final consumer
based upon the organization of selling goods and services as a means of distribution”

By 2010, the list of India's top 10 retailers will have at least 5 Indian corporate. Retail
Marketing will go through a tremendous change in India this millennium. It will change
India's cities, its people, and its households. The Indian consumer is reportedly the largest
spender in Singapore and London. It is, therefore, strange that there have, so far, been few
efforts to present the product in the right kind of environment in India.

Indeed, the right shopping experience does induce Indian consumers to spend more. This is
evident from the experiences of retail-outlets like Music.

World, Big Bazaar, Spencer’s, Crosswords, The Home Store, Ebony, Bigjo’s, Saboos,
Standard, Nanz, Vijay Store and Janaki Das & Sons, Westside etc.

Factors affecting Retail marketing

The development of organized retail is dependent on the efforts of several agencies and
institutions. A glimpse of the last 2 decades of the previous century proves illuminating.
Large-format retailing started with outlets like Vivek's and Nalli's in Chennai and Kidskemp
in Bangalore, and, at another level, with manufacturer-retail brands like Bata, Bombay
Dyeing, and Titan.

Government:

The first among these is the government. In a country as big as India and with as many states
as ours, it is imperative that the Central government and all state governments bring in Value

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Added Taxation or a unified taxation system to ensure that the tax-regimes are the same
across the country.

The laws governing retail real estate should also be looked into, so that it is possible to
develop retail-estate beyond the city-limits. Apart from providing entertainment and retail
opportunities, this will also decongest the city center and facilitate the development of
suburbs. The relevant rules should also be amended to allow retail-stores to operate 7 days a
week, 12 hours a day.

Nuclear Families:

Given the hours most urban consumers keep at work, and keeping in mind the increase in the
number of nuclear families, this may, indeed, make sense. This will also help people enjoy
their evenings, out at malls.
Developers:

The second group, whose participation is essential in making retail a boom-sector in this
millennium, comprises developers. Most properties are developed without considering the
end user; thus, we sometimes find high-Ceilinged offices and low-ceilinged retail stores.
Often, the shopper's convenience is not taken into consideration while the property is
constructed.

Manufacturers:

There's a lot at stake here: even so early in the 21st Century, India is too large a market to be
ignored by transnational retail giants. From the manufacturing company's perspective, the
focus should be on producing good products, and forging relationships with organised retail.
Manufacturers need to draw a plan of producing quality products and tie in with retailers.
Indeed, the birth of organised retail will also engender the creation of private labels and
store-brands. Thus, if a manufacturing company lacks the resources to build a brand, it can
supply to a retail-chain that has the resources to create a brand of its own.

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Indian Consumers:

And even as these developments were taking place, the Indian consumer became more
mature. Customer-expectations zoomed. Thus, at the beginning of the New Millennium,
retailers have to deal with a customer who is extremely demanding. Not just in terms of the
product-quality, but also in terms of service, and the entire shopping experience.

Today, the typical customer who shops in a retail outlet compares the time spent at the check-
out counter with that at an efficient petrol station, and the smile of the counter-person to that
decorating the face of a Jet Airways' crew member. To cope with the new customer,
manufacturers have to focus on product quality and brand building. And retailers, in turn,
have to focus on the quality of the shopping experience.

In this millennium, like in the last, customers will want to spend time with their family and
friends. They may like to visit an outlet on weekends where everything will be available
under one roof. India will benefit from these developments

because of increased consumption through retailing and the corresponding increase in

employment created by retailing.

Retail organizations exhibit great variety and new forms keep emerging. There are store
retailers, non store retailers, and retail organizations.

Consumers today can shop for goods and services in a wide variety of stores. The best-known
type of retailer is the department store. Japanese department stores such as Takashimaya and
Mitsukoshi attract millions of shoppers each year. These stores feature art galleries, cooking
classes, and children’s playgrounds.

The success of the retail stores, therefore, depends on customers’ reaction to the retailing mix
which influences the profits of the store, its volume of turnover, its share of the market, its
image and status and finally its survival.

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 Trends In Retail Marketing

At this point, I can summarize the main development retailers and manufacturers need to take
into account as they plan their competitive strategies.
In India the trends are mainly in three sectors. These sectors are:

Trends in retail marketing

Urban Suburban Rural

New retail forms and combinations continually emerge. Bank branches and ATM counters
have opened in supermarkets. Gas stations include food stores that make more profit than the
gas operation. Bookstores feature coffee shops.

The electronic age has significantly increased the growth of non store retailing consumers
receive sales offers in the mail and over television, computers, and telephones, to which they
can immediately respond by calling a toll-free number or via computer.

Competition today is increasingly intertype, or between different types of store outlets.

Discount stores, catalog showrooms, and department stores all compete for the same
consumers. The competition between chain superstores and

Smaller independently owned stores have become particularly heated. Because of their bulk
buying power, chains get more favorable terms than independents, and the chains’ large
square footage allows them to put in cafes and bathrooms.

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Today’s retailers are moving toward one of two poles, operating either as mass merchandisers
or as specialty retailers. Superpower retailers are emerging. Through their superior
information systems and buying power, these giant retailers are able to offer strong price
savings. These retailers are using sophisticated marketing information and logistical systems
to deliver good service and immense volumes of product at appealing prices to masses of
consumers.

Many retailers are even telling the most powerful manufacturers what to make; how to price
and promote; when and how to ship; and even how to reorganize and improve production and
management. Manufacturers have little choice: They stand to lose 10 to 30 percent of the
market if they refuse.

Technology is becoming critical as a competitive tool. Retailers are using computers to

produce better forecasts, control inventory costs, order electronically from suppliers, send e-
mail between stores, and even sell to
Customers within stores. They are adopting checkout scanning systems, electronic funds
transfer, and improved merchandise-handling systems.

Retail Marketing In India

There are various ways of making goods available to consumers like:

 Company to distributor to wholesaler to retailer to consumer

 Company to salesperson to consumer
 Company to consumers (online/ phone/ catalog ordering)

These three are among the most common ways of making the goods available to consumers.
But in India the three layered system of distributor, wholesaler and retailer, forms the
backbone of the front-end logistics of most of the consumer-good companies.

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There are a number of reasons behind this fragmented retail market. Some of the major
reasons being:

 Poverty and lower literacy levels.

 Low per capita income.
 Savings focused and less indulgence mindset.
 Poor infrastructure facilities like roads etc.
 Restrictions on intra-state good movement.
 High taxes.
 No exposure to media.
 High import duties on imported goods.
 FDI in retailing is not allowed.

CRM In Retail Marketing( Big Bazaar)

Customer relationship activities have the most impact on customer
retention. Every customer service encounter has the potential to gain
repeat business or have the opposite effect. The expectation of
personalized, relevant offers and service is becoming a primary driver
of customer satisfaction and retention in financial services.

What Exactly Is CRM?

The first thing you find when looking into the world of Customer Relationship Management is the
number of different definitions in use today.

Here is the one I have chosen for this Project:

 "CRM is the business strategy that aims to understand, anticipate, manage and
personalize the needs of an organization's current and potential customers" -- PWC
Consulting .

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  CRM is a business strategy, one that puts the customer at the heart of the business. 

 “That’s nothing new” I hear you say, and you would be right. Good business people
have always understood the relationship between happy customers that come back
again and again and creating long term, sustainable profitability.  Big Bazaar has
realized this and applied this to effect.

One just needs to think of the local shop owner who knew everyone of his customer’s names,
birthdays and particular ailments to prove that point. What is new is that there now exists the
technology to enable this customer-centricity on a much larger scale.

(“Come To Big Bazaar- IsseSastaAurAchhaKahinNahin”) 

It is said that a successful CRM implementation will allow your Customer Service, Sales and
Marketing people (and anyone else in your organization) to have a holistic view of each and
everyone of your customers. In theory this will enable them to make quick, informed
decisions, create cross selling and up selling opportunities, measure marketing effectiveness
and deliver personalized Customer Care. Sound’s great doesn’t it !!!   

The History of CRM

Following on from Enterprise Resource Planning or ERP (the business strategy that promised
to automate the “back-office”), the term CRM was first coined in the mid-1990s. CRM in
those days referred to the software used to help businesses manage their customer
relationships. From sales force automation software (SFA) that focused on customer contact
management to integrated knowledge management solutions, these were the early
foundations of CRM. 

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The last couple of years have seen the term broaden to encompass a more strategic approach
and the investment of billions of dollars worldwide into CRM solutions and services has
followed. 

First Things First 

Successful CRM always starts with a business strategy, which drives change in the
organization and work processes, enabled by technology. The reverse rarely works.  The key
here is to create a truly Customer-Centric philosophy that touches every point and more
importantly every person in the company. From CSR to CEO everyone must live and breathe
customer focus for all of this to work.

The Right Technology

It is estimated that the global market for CRM services and solutions is currently worth $148
billion. That means a lot of choice when selecting your technology - from web-based
solutions aimed at small businesses with less than 10 employees to solutions suitable for
multi-national enterprises with millions of customers.   

The Future

CRM has already made a big impact in the world of Customer Service and will continue to
do so. As more and more companies become customer-centric those that fail to do so will
lose competitive advantage. As technology increases to develop at a startling rate the key
emphasis will be how we can fully utilize it within our business.

However let's not lose sight of the fact that Customer Relationship Management is about
people first and technology second. That’s where the real value of CRM lies, harnessing the
potential of people to create a greater customer experience, using the technology of CRM as
the enabler.

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 Advantages Of CRM for Big Bazaar

Using CRM, at the management of Big Bazaar can:

 Provide better customer service

 Increase customer revenues
 Discover new customers
 Cross sell/Up Sell products more effectively
 Help sales staff close deals faster
 Make call centers more efficient
 Simplify marketing and sales processes

By applying this methodology Big Bazaar learned more about customers' needs and
behaviors in order to develop stronger relationships with them. They implemented CRM as a
process that brought together lots of pieces of information about customers, sales, marketing
effectiveness, responsiveness and market trends.

CRMhelps businesses use technology and human resources to gain insight into the behavior
of customers and the value of those customers.

Challenges For Big Bazaar in CRM implementation:

 .Difficulty in acquiring new customers can be a result of any one, or combination, of

the following problems.
 .Inaccurate and Slow Quoting Organizations may be unable to accurately estimate
and quickly deliver successful proposals, often leading to missed opportunities, bad
profit margins and upset prospects.
 Lack of Product Knowledge Within their Sales Force
 Problems can arise when products were sold that didn’t fit company's profitability
strategy such as selling a customer one product when another would be better for the
customer and more profitable for you.
 Difficulty and Delay in Updating Pricing and Product Information

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  When the sales force is relies on incomplete product, pricing and customer
information, then they're probably not selling the most profitable products you
offer.
 Customers prefer a combination of differing channels in which to deal with your
company. Self-service on the web can even be done for complex products. Plus, self-
service on the web offers retail banks the opportunity to shift cost out to the
customer.

Customer Satisfaction Is Big Bazaar

“The degree of customer satisfaction you deliver determines the level of long-term success
you will achieve in business.” - --- Training Mantra for Sales Force

Customer Satisfaction their Top Priority

Don't just make sales. Create customers - satisfied customers. In addition to the immediate
profit they provide on the first sale, satisfied customers help you build your business in 2
other important ways:
1. They become a reservoir of repeat buyers. For some businesses that means repeat buyers
for more of the same product or service. For every business, it means buyers for additional
products and services.
2. They automatically refer more business to you from their friends and business contacts.
This is highly profitable business for you because it doesn't cost you any time or money to get
it.

Whatever they Promise More, they Deliver

Never make any promises you can't (or won't) keep. Nothing alienates customers faster than
getting something less than they expect from a business transaction. They won't do business
with you again. And they will tell everybody they know about their unhappy experience -
causing you to lose future customers.

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Always Give Customers More Than They Expect

"Over deliver" on quality and service. Always exceed your customers' expectations. You will
win their long term loyalty. It also makes it difficult for competitors to steal customers from
you - even if they have lower prices. Customers will not risk an uncertain experience with a
competitor when they know they will get more than they expect from you.

Customers know how much they value them:

Let your customers know you are always thinking about them. Communicate with them
regularly. For example, create some special deals just for your existing customers. And

announce new products or services to them before you announce them to the general market.

PROCESS OF CRM

Customer Relationship Management (CRM) is the process of bringing the customer

and the company closer together. There are many different areas in which Customer
Relationship Management can be implemented. The goal of CRM is to help a
company maintain current customers, as well as gain new customers.

Targeted Marketing: Targeted marketing is accomplished through collecting

information about the customer. This information can be buying habits or simply
demographics. The idea behind this is that a business analyzes what a customer buys
and then markets specific products to that customer based on his or her buying habits.
Businesses track buying habits using discount cards, and special store credit cards.
Targeted marketing can also be implemented on the Internet. Amazon.com has
product recommendations based on buying habits, and product ratings. Customers can
also be sent e-mails that market targeted products. Marketing the right products to the
right customers can significantly increase a business' sales with minimal associated
costs.

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CONSUMER BEHAVIOR

Options: Consumers are more likely to choose an alternative after a relatively

inferior option is added as a choice. For example, Simonson says, participants in one
study were given a choice
between $6 and an elegant Cross pen. A second group chose among $6, the
same Cross pen, and a second pen that was clearly less attractive than the Cross
pen. As was predicted, the addition of the unattractive pen increased the share of
the Cross pen at the expense of the $6.

Alternatives: Consumers prefer alternatives that are compromise choices. Given a choice
between two alternatives, one priced lower than the other, the addition of a third choice,
priced higher than both, will increase the market share of the more expensive of the original
two. This finding suggests that companies can increase their overall sales and shift purchases
to higher-margin items by carefully designing the sets of alternatives that their customers
consider.

Floor Displays: Buyers are averse to choosing the lowest-quality alternative in sets
of three or more choices. One of the implications of this finding is that marketers of
well-known, high-priced brands should encourage retailers to organize floor displays
by model type, whereas marketers of lesser-known, lower-priced brands should
prefer organization by brand.

Brands: Consumers who think about the possibility that their purchase decisions will be
wrong are more likely to choose better known brands. In a test case, Simonson showed
that consumers debating between a better known, more expensive brand and a lesser-
known, less expensive brand expect to feel greater regret if they err by choosing the
cheaper option. Indeed, after thinking about the possibility of regret, consumers were
more likely to select the better-known brand. Kodak film has capitalized on this finding
with an advertising campaign that asks consumers to consider how they would feel if
they bought cheap film and their pictures didn't turn out.

Preferences: Consumers tend to select variety when buying multiple products for
consumption at a later time. In each of three weeks, Simonson asked a group of respondents
to select one of six familiar snacks for immediate consumption. A second group was asked to
pick three snacks -- one for immediate consumption and one for each of the next two weeks.

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Both groups were told that they could pick the same snack as many times as they wished.
Those in the first group tended to select the same snack all three times, whereas most in the
second group selected three different snacks.

Product Modifications: Modifying a product with a feature or premium that is of

little or no value to the consumer, even without raising the price, may actually
decrease sales. When consumers are uncertain about their preferences, a product
that offers an unneeded add-on (such as an offer to purchase a Pillsbury Doughboy
collector's plate) provides them with a reason for rejecting it.

While marketing professionals can use these findings to influence consumer decision
making, consumers, too, can benefit by understanding their own behavior. "One of the
points of our research is to inform consumers about some of the factors that influence
their decisions," Simonson says. "With such knowledge, they may be able to make
better, more thoughtful decisions."

1.5 SWOT Analysis of Big Bazaar

Strength

 Prime location
 Large floor space allowing for better visual merchandising
 Large area also allows to stock a large variety of products under one roof
 Experienced and competent management
 Highly trained and motivated sales force
 Brand equity

 Large scale operations in various cities throughout the country allows them to
reap the benefits of “economies of scale”

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 Weakness

 Large scale of operations sometimes acts as a barrier to personalized customer

relations
 Large scale operations lead to reduced flexibility by increasing the amount of
overheads and a huge commitment in terms of fixed costs
 A large organization structure leads to delayed decisions. This can prove fatal for
a business in the dynamic fashion industry. Mumbai, this fact sometimes results in
delayed decisions in adapting to changing market trends

Opportunities

 Apart from the metros, cities like Ahmadabad, Pune, Lucknow, Indore and
Coimbatore have shown substantial retail presence. Most sport modern retail
formats like supermarkets, department stores and specialty chains. These markets
are expected to show exponential growth in the next few years. Thus Food Bazaar
has the opportunity to explore new markets

 According to the Consumer Outlook study, consumers are generally satisfied with
the service that organized retailers extend to them. More importantly, they are
increasingly regarding these organized retailers as providing `value-for-money’.
These findings indicate that large retailers will capture most of the higher
consumer spending

 Increasing penetration of the internet into Indian homes has provided Food Bazaar
Mall to break the geographical barriers and to increase their customer base. The
entry into online retailing, would, in fact, expand the product categories available
to the consumer

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Threats:

 The time when retailers had to worry about competition only from their peers
down the street has come to an end. Food Bazaar is now facing increased
competition in the form of international retail chains that are making a beeline
towards the highly potential Indian markets. Moreover many big Indian business
houses are also vying a space in the Indian retail scene .

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 Chapter 4 – Data Analysis

RESULT OF SURVEY ON CRM IN RETAIL MANAGEMENT

(BIG BAZAAR)

CUSTOMER SURVEY

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

YES 20
NOCAN’T SAY 5 5

25

20

15
Series1
10

0
YES NO CAN'T SAY

Result:

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

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

18 7 5
HELPING NOT HELPING RUDE

20
18
16
14
12
10 Series1
8
6
4
2
0
G G E
IN IN D
P P U
L L R
E E
H H
T
O
N

Result:

From the above table it is clear that customer are satisfied with the attitude of the shopper’s .Out of

30 customer all 18 customer are satisfied.

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

10
54 3 14
3 2 05
2 1 11 00

Series1
3
Series2

0 2 4 6 8 10 12 14 16 18 20

Result:

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

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

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

20 8 2
YES NO CAN’T SAY

can't say
2

no
8

yes
20

0 5 10 15 20 25

Series1

Result:

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

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5. What do you like most about Big-Bazaar ?
7 5
CREDIT FACILITY TRANSPORTATION FACILITY

18
DELIVERY SERVICES

20

15

10 Series1
18

5
7
5
0
Cr.Facility Tr.Facility Dl.facility

Result:

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

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

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

ALWAYS 18 SOMETIMES NEVER

9
3

20
15
10 18 Series1
5 9
0 3
S ES
AY
IM VER
W T E
AL M
E N
SO

Result:

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

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

25 5 0
YES NO CAN’T SAY

30
25
20
15 Series1
25
10
5
5
0 0
Yes No Can'tsay

Result:

Out of 30 customer,25 customers have told that BigBazaar following the

ethical marketing practices.

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

10
PRICE 20 QUALITY

QUALITY
33%

PRICE
67%

Result:

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

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

9 18 3 0
EXCELLENT GOOD SO-SO BAD

0
WORST

18
20
15
9
10
3
5 0 0
0
T D O D ST
N
E O
O -S BA R
E L L G SO W
O

E XC

Result:

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

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

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RETAILOR SURVEY

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

1 5 4

Pleasing Personality Good Communication Team Work

Commitment toward Customer needs 10

10
0
0

4
3
0

2
1
0
1

0 2 4 6 8 10 12

Result:

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

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

Applicable to all product 14 Applicable to some product 4

Only to FMCG 2

2
0

4
0 8
3

2 14

1 0

Result:

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

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

2 2 12 4
Brand Price Customer preference Product visibility
0

3
12
0

2
0
2

1
0
2

0 2 4 6 8 10 12 14

Result :

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

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

10 5 1 4
Newspaper Radio jingle Advertising Banner

12
10
8
6
4
2
0
er le ne
r
in
g
a p ng n s
sp ji
B a e rti
io
ew ad A dv
N R

Result :

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

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14. How would you analyse the customer satisfaction?

Number of repeat purchase 7 Loyalties benefit 3 Customer 10

database

10
0
0

2
7

1
0

0 2 4 6 8 10 12

Result :

20 Out of Retailer,10 retailer said that they get the customer satisfaction by
customer database while other have said that they use data of number of
repeat purchase.

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15. What is your method of analyzing customer satisfaction?

12 5 3
Feedback No. of repeat purchase interaction of manager

With customer

3
2
1
0 2 4 6 8 10 12

Result :

Out of 20retailer, 12 have told that analyzing the customer satisfaction through
the feedback of customer.

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 Chapter 4- Findings And Recommendation

Findings

In this survey the findings are given below:

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

2. All the stores are in Prime Location.

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

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RECOMMENDATION

1) Convert your customers into publicity agents. Develop an incentive for them to tell
associates and friends about the value of your products or services. An endorsement from
them is more effective than any amount of advertising - and it is much cheaper.

2) Surprise your customers with unexpected value. If you sell products, include an
"unadvertised bonus" with every order. If you sell services, get into the habit of doing
something extra for every customer or client without charging for it.

3) Reward them each time they refer someone who becomes a customer. Your reward can
be as simple as a credit toward their next order from you.

4) The management of BigBazaar can improve their understanding of the role and
capabilities of advertising to improve customer relation and enhance loyalty. This
understanding should in turn results in a more effective and more efficient advertising
campaign.

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

6) Schemes: In store Promotions: The people visiting the store should be encouraged to
visit the store again and again. So it is necessary to delight the shoppers with the
shopping experience. It has been observed in

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 CONCLUSION

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

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

2: Customer service is all about the customer’s perception. You have to do more than just
get the job done. You must deliver on all the things (big and small) that affect the
relationship with your client. Consider opportunities for improvement in the following
areas.

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

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

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

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

5:Organization: Are you organized? Punctual? Reliable? When you show up to work with
your clients, have you done the work and are you prepared to make them feel comfortable
and taken care of? Even though you’ve done it hundreds, maybe thousands of times

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before, do you take the time to organize and prepare to make it the best client experience
possible?

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

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

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 Big Bazaar-Marketing Mix

Product Branding Price

Packaging Cost of goods

Product Design Business Expenses

Assortment Gross Margin

Services Profit

Promotion Distribution

Advertising Logistics

Personal Selling Store Location

Sales Promotion Site Evaluation

Public Relations Transportation

Visual Merchandising Storage of goods

They seem to follow this to the core for effective Customer reach and encourage customer
loyalty.

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 ANNEXURES

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

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

YES NO CAN’T SAY

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

HELPING NOT HELPING RUDE

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

5 4 3 2 1

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

YES NO CAN’T SAY

6.What do you like most about Bigd-Bazaar ?

CREDIT FACILITY TRANSPORTATION FACILITY

DELIVERY SERVICES

7.How often do Food-Bazaar services exceed your expectations?

ALWAYS SOMETIMES NEVER

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

YES NO CAN’T SAY

9 What comes first when you think about Food–Bazaar?

PRICE QUALITY

10 How would you rate theme–setting display of Food-Bazaar in comparison to other?

EXCELLENT GOOD SO-SO BAD WORST

NAME…………………………. ADDRESS………

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

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

Pleasing Personality Good Communication Team Work

Commitment Toward Customer needs

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

Applicable to all product Applicable to some product Only to FMCG

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

Security m Computerization Parking Air-conditions

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

Brand Price Customer preference Product visibility

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

Newspaper Radio jingle Advertising Banner

6. How would you analyze customer localities factor?

Number of repeat customer localities benefit customer database

7. What is your method of analyzing customer satisfaction?

Feedback No. of repeat purchase interaction of manager with customer

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

Bibliography

 Marketing Management
- Philip Kotlar

 Research Methodology
- C. R. Kothari

 Retail Marketing
J.A.Lamba

 Customer Relationship Management

- Jagdish and Seth

 www.indiainfoline.com

 www.google.com

 www.businessline.com

Board of Studies-in-Business Management, University of Mumbai 160 | P a g e