You are on page 1of 77

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

TABLE OF CONTENT

PART- A
CHAPTER TITLE PAGE NO 1-28

CHAPTER 1

INDUSTRY PROFILE

CHAPTER 2

COMPANY PROFILE 2.1 Background and inception of the company 2.2 Busines description 2.3 Vision, mission and Quality Policy 2.5 Future Group Pantaloon, Controlled by Aditya Birla 2.6 BIG BAZAAR , Products/ Services profile Area of Operation 2.5 Ownership pattern 2.6 Competitors information 2.7 Achievement/Award if any 2.8 FUNCTIONAL ANALYSIS

4-28 4 5 6-7 8

9-11 12-16 17-18 19-22 23-24 25 26-28 29-33 34 35-37 38

2.8Work flow model 2.9 Future growth and prospects


CHAPTER 3 CHAPTER 4 CHAPTER 5 CHAPTER 6

Mckenseys 7s frame work with special reference to organizational under study SWOT Analysis Analysis of Financial Statement Learning Experience

PESIT, Bangalore

Page 1

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

TABLE NO 1.2 1.2 1.3 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 3.0 3.1 3.1 3.3 3.4 3.5 3.7 3.8

LIST OF TABLES BIG BAZAAR MCKENSEYS 7S SKILLS FINANCIAL STATEMENT GENDER OF THE RESPONDENTS AGE GROUP THE RESPONDENTS How frequently do you visit Big Bazaar? ARE YOU HAPPY WITH THE LOCATION OF BIG BAZAAR? STAFF WERE AVAILABLE IN TIMELY MANNER STAFFS GREETED AND OFFERED YOU TO HELP YOUR COMPLAINTS ARE CONSTRUCTIVELY HANDLED HOW DO YOU FEEL ABOUT PLAYING MUSIC INSIDE THE STORE WHILE SHOPPING STORE LAYOUT AT THIS STORE MAKES EASY FOR THE CUSTOMERS TO FIND WHAT THEY NEED STAFFS COMMUNICATE IN THE LANGUGE THAT YOU UNDERSTAND STAFFS WERE COURTEOUS THROUGH OUT DO YOU HAVE T24 SIM? HOW WERE YOU INFORMED ABOUT T24? IF ADVERTISEMENTS, THROUGH WHICH MEDIA WERE YOU INFORMED? HOW DOYOU RATE T24 AT BIG BAZAAR? IF YES, HOW DO YOU RATE THE PAYBACK LOYALTY CARD? CUSTOMERS ARE NOT MADE TO REEDEM AND ADD PAYBACK POINTS FOR LONG TIME

PAGE NO 10 32 35 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 63 64

3.9 4.0

WHICH OF THE FOLLOWING SERVICES HAVE YOU USED MOST FREQUENTLY? WAS YOUR EXPERIENCE WITH CUSTOMER SERVICE AT THE STORE BETTER THAN YOU EXPECTED IT TO BE,WORSE THAN YOU EXPECTED IT TO ,OR ABOUT YOU EXPECTED IT TO BE? OVERALL HOW WOULD YOU RATE THE CUSTOMER SERVICE AT BIG BAZAAR?

65 66

4.1

67

PESIT, Bangalore

Page 2

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

GRAPH NO LIST OF GRAPH 2.1 2.2 2.3 2.4 2.5 2.6 2.7 2.8 2.9 GENDER OF THE RESPONDENTS AGE GROUP THE RESPONDENTS How frequently do you visit Big Bazaar? ARE YOU HAPPY WITH THE LOCATION OF BIG BAZAAR? STAFF WERE AVAILABLE IN TIMELY MANNER STAFFS GREETED AND OFFERED YOU TO HELP YOUR COMPLAINTS ARE CONSTRUCTIVELY HANDLED HOW DO YOU FEEL ABOUT PLAYING MUSIC INSIDE THE STORE WHILE SHOPPING STORE LAYOUT AT THIS STORE MAKES EASY FOR THE CUSTOMERS TO FIND WHAT THEY NEED STAFFS COMMUNICATE IN THE LANGUGE THAT YOU UNDERSTAND STAFFS WERE COURTEOUS THROUGH OUT DO YOU HAVE T24 SIM? HOW WERE YOU INFORMED ABOUT T24? IF ADVERTISEMENTS, THROUGH WHICH MEDIA WERE YOU INFORMED? HOW DOYOU RATE T24 AT BIG BAZAAR? IF YES, HOW DO YOU RATE THE PAYBACK LOYALTY CARD? CUSTOMERS ARE NOT MADE TO REEDEM AND ADD PAYBACK POINTS FOR LONG TIME 3.9 4.0 WHICH OF THE FOLLOWING SERVICES HAVE YOU USED MOST FREQUENTLY? WAS YOUR EXPERIENCE WITH CUSTOMER SERVICE AT THE STORE BETTER THAN YOU EXPECTED IT TO BE,WORSE THAN YOU EXPECTED IT TO ,OR ABOUT YOU EXPECTED IT TO BE? OVERALL HOW WOULD YOU RATE THE CUSTOMER SERVICE AT BIG BAZAAR?

PAGE NO 47 48 49 50 51 52 53 54 55

3.0 3.1 3.1 3.3 3.4 3.5 3.7 3.8

56 57 58 59 60 61 63 64

65 66

4.1

67

PESIT, Bangalore

Page 3

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

INTRODUCTION
Industry Profile:
Retailing consists of the sale of goods or merchandise from a very fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. Purchasers may be individuals or businesses. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain. Manufacturing marketers see the process of retailing as a necessary part of their overall distribution strategy. The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as a public utility, like electric power.

GLOBAL RETAIL SECTOR


Retailing involves all activities accompanying to selling to ultimate consumer for their personnel family and household use, from a fixed location such as a department store or kiosk, in small or individual lots for direct consumption by the purchaser. Retailing is the interface between the producer and the individual consumer buying for personal consumption. Hence the success of retailing is highly dependent on an efficient supply chain management.

Growth in the Global Retail Market


The confluence of market forces has created an extremely complex climate for the global retail industry. In mature markets, retail sector is challenged by its inability to grow and maintain profit margins as a result of a constrained operating environment, market maturity & situation, slow population growth and more demanding consumers as well as highly volatile consumer behaviour. According to the research conducted by MVI (Management Ventures Inc) in 2007 found that modernizing retailers need capabilities in six core areas to win in the changing environment.

PESIT, Bangalore

Page 4

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Present State of Global Retail Industry


In 2009 in the retail industry Cutbacks, layoffs, closings and bankruptcy are the hottest retail trends in 2008. History will point to 2008 as the official beginning of a massive global retail recession. There were record-breaking declines in sales, inventories, and consumer confidence that caused revenue losses. As it was predicted in the Deloitte report, 2008 Industry Outlook: A look around the corner, U.S. retailing is challenging due to fears about the housing market, tightening credit, not to mention high gas prices and cost of living increases. The big retailers have been compensated top U.S. CEOs in fiscal year 2008 which ranged from a high of $30.6 million to a low of $1.00, according to Salary.com. Robert Iger, Walt Disney Co. received $30.6 million and Steve Jobs, Apple received $ 1.00 .As a result the retailers need to struggle to enhance sales by being creative and competitive but it's not enough to just show up. History shows that the retailers who survive economic setbacks are the ones who get inventive, get resourceful, and get noticed. One of the most exciting things to watch in the global retail landscape is the growth and influence of the BRIC emerging markets (Brazil, Russia, India and China). China is already a strong global performer and represented in the top 10 most international markets in our study. Within the primary cities, such as Beijing, Shanghai and Guangzhou in China, there is a significant concentration of wealth and it is around these cities that much of the international retail activity is well centred, Mr. Davies underscored. Deloitte in its report, Global retail trends for 2009 has mentioned that successful retailers will find a way to enhance their customer experience, improving risk management, cutting cost, human resource management, multi-channel approach, thinking globally and branding.

OVERVIEW OF INDIAN RETAIL SECTOR


India is one of the largest and highly fragmented Retail markets globally with the highest retail outlets in the world crossing over 12 million with unorganized players accounting for around 5% of market share. Among this unorganized player more than 80 percent of these run as small family businesses in small towns and cities in the form of kirana stores, push cart vendor melas and mandis. In terms of employment the retail outlet in the unorganized sector feeds household of six to seven members. The big retail players are beginning to realize the significance of this untapped market by entering these markets and are being accepted by these rural consumers. The rural retail revenues are estimated to increase by 60 per cent by 2012, with larger share of increase in demand for consumer and household products.

PESIT, Bangalore

Page 5

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Structure of Indian Retail Sector The Indian retail industry can therefore be broadly divided into organized and unorganized retailing. Unorganized sector constitutes of the local kiranas, hand cart, the vendors on the pavement etc. Unorganized retailing is still the backbone of the Indian retail industry contributing to over 95 per cent of total retail revenues. The organized sector on the other is hand trading undertaken by the licensed retailers who have registered themselves to sales as well as income tax. They constitute of corporate backed hypermarkets and retail chains. This modern retail has entered India as seen in sprawling shopping centres, multi-storeyed malls and huge complexes offer shopping, entertainment and food all under one roof. Growth prospects in Indian Retail Sector The Indian retail industry today is the 5th largest retail destination and the second most attractive market for investment in the globe after Vietnam as reported by AT Kearney's seventh annual Global Retail Development Index (GRDI), in 2008.The growing popularity of the Indian retail sector has resulted in a growing awareness about brands and quality products. As a whole Indian retail sector has made life convenient, easy, quick and affordable. Indian retail sector, especially organized retail is growing rapidly, with the customer spending growing in an unpredicted manner. It is undergoing a metamorphosis. The diagram clearly demonstrates the evolution of the retail industry. Till 1980 the retail industry continued in the form of kiranas that is unorganized retailing. Later in 1990s Branded retail outlets like Food world, Nilgris and local retail outlets like Trinetra super market, Apna Bazaar, came into existence. Now big players like Reliance, Bharti, Tata, ITC and other reputed companies are entering into organized retail businesses. Key challenges impeding the growth of Organized Retail in India The key challenges facing Organized Retail in India are acceptance of Organized Retail by the Traditional retailers (which is leading to tougher regulatory measures by the government), supply chain inefficiencies, high real estate costs, increasing personnel costs, High cost of real estate, High stamp duties, Multiple & complex taxation system, high execution risks in terms of store rollouts and high shrinkage that hits Retailers' Bottom-lines.

PESIT, Bangalore

Page 6

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Company Profile
Pantaloon Retail (India) Limited, is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. Headquartered in Mumbai (Bombay), the company operates over 12 million square feet of retail space, has over 1000 stores across 71 cities in India and employs over 30,000 people.

Background and inception of the company


Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail (India) Limited. This entity has been created keeping in mind the growth and the current size of the companys value retail business, led by its format divisions, BIG BAZAAR and Food Bazaar. BIG BAZAAR is a chain of department stores in India currently with 120 outlets. It is owned by Pantaloon Retail India Ltd, Future Group. It works on the same economy model as Wal Mart and has been successful in many Indian cities and small towns. The idea was pioneered by entrepreneur Mr.Kishore Biyani, the CEO of Future Group. Currently BIG BAZAAR stores are located only in India. It is the fastest growing chain of department stores and aims at having 350 stores by 2010.BIG BAZAAR is the destination where you get products available at prices lower than the MRP, seeing a new level of standard in price, convenience and quality.

PESIT, Bangalore

Page 7

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF 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 propos iron for the Indian customers. At BIG BAZAAR, you will definitely get the best products at the best prices thats 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.

Business description
Pantaloon retail (India) ltd. The companys principal activity is to operate chain retails stores in names of BIG BAZAAR, food bazaar, central and pantaloons. The BIG BAZAAR is the discount store, which offers a wide range of products under one roof. The products include apparels and nonapparels such as utensils, sports goods and footwear. The company also has its presence into gold retailing by launching gold bazaar. The companys food bazaar provides a range of food and grocery products ranging from fresh fruits and vegetables, staples, FMCG products and ready to cook products. The central offers a chain of stores including books and music stores, global brands in fashion, sports and lifestyle accessories, grocery stores and restaurants. The pantaloon retail store focus largely on apparels and accessories

PESIT, Bangalore

Page 8

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Future Group was founded on a simple idea: Rewrite rules, retain values. This fundamental belief created a new kind of marketplace, forever transforming Indian retail. Today our core values continue to guide how we do business and improve the quality of life of the people we serve. At Future Group we are committed to being a catalyst of positive change in the communities, societies and business sectors in which we operate. We envision Indias transformation into the legendary 'Sone Ki Chidiya' (golden bird), taking wings once again to reach greater heights. We take pride in our Indianness. Our belief in inclusiveness for long-term sustainable growth and economic prosperity evokes trust among consumers, employees, suppliers, partners, shareholders and the community.

Vision:
To Deliver Everything, Everywhere, Every time, to Every Indian Customer in the most profitable manner. Future Group shares the vision and belief that their customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development. They will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments - for classes and for masses. They shall infuse Indian brands with confidence and renewed ambition. They shall be efficient, costconscious and committed to quality in whatever they do. They shall ensure that their positive attitude, sincerity, humility and united determination shall be the driving force to make them successful.

PESIT, Bangalore

Page 9

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

MISSION:
We share the vision and belief that our customers and stakeholders shall be served only by

creating and executing future scenarios in the consumption space leading to economic development.
We will be the trendsetters in evolving delivery formats, creating retail realty, making

consumption affordable for all customer segments for classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient, cost- conscious and committed to quality in whatever we do. We shall ensure that our positive attitude, sincerity, humility and united determination shall be the driving force to make us successful.

VALUES:

Indianness: Confidence in ourselves. Leadership: To be a leader, both in thought and business.

Respect & Humility: To respect every individual and be humble in our conduct.

Introspection: Leading to purposeful thinking. Openness: To be open and receptive to new ideas, knowledge and information.

Valuing and Nurturing Relationships: To build long term relationships. Simplicity & Positivity: Simplicity and positivity in our thought, business and action. Adaptability: To be flexible and adaptable, to meet challenges. Flow: To respect and understand the universal laws of nature.

PESIT, Bangalore

Page 10

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Future Group Pantaloon, Controlled by Aditya Birla


TRIMMING DEBT With two back-to-back deals last year, Biyani did manage to get rid of some of his debt (estimated at nearly Rs 7,800 crore). It was the interest costs from this debt that were eating into the groups profits. Biyani had to let go of a majority stake (50.1 per cent) in the Pantaloon department store (part of Pantaloon Retail) to A.V. Birla Groups Aditya Birla Nuvo for Rs 1,600 crore, with debt of Rs 800 crore also transferred. This was followed by the sale of 40 per cent stake in Future Capital Holdings to US-based private equity firm Warburg Pincus for Rs 420 crore. Another private placement with Bennett, Coleman and Co for Rs 200 crore also helped ease the groups debt position. Through these deals, the Future Groups debt burden has been slashed by nearly Rs 6,000 crore, leaving about Rs 1,800 crore to be cleared. Biyani started selling stake in his companies from last year to become debt-free. But now Biyani is poised for more stake sale to become completely debt-free this year. Next on the cards is going to be a sale in another non-core business through Future Generali, say company insiders.Even the Hong Kong-based Li & Fung, investor and partner in logistics company Future Supply Chain Solutions, may hike stake from the current 30 per cent, leading to more fund infusion for the debt-ridden group. According to an analyst with brokerage firm Motilal Oswal: With even his insurance business out of the way, Biyani will get rid of the major part of his debt and can go back to his original business of retail. Retail has always been a highly capital-intensive business and in his hurry to expand quickly he ran into such huge debt. It would be hypothetical to talk about whether we would have still have done these deals if FDI had been allowed last year. But we would still be in the retail business and taken initiatives to build operational efficiencies. Let us see how the events unfold in future but our family will continue to be as involved in the business, explains Biyani, who will now be focusing on the core business of retail.

PESIT, Bangalore

Page 11

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

BIG BAZAAR

BIG BAZAAR is a chain of hypermarkets in India, with more than 100 stores in operation. It is a subsidiary of Future Group Venture Ltd's, and follows the business model of United States-based Wal-Mart. Facilities offered by BIG BAZAAR online shopping: BIG BAZAAR has an official website, FutureBazaar.com, which is one of the most favourite sites among people of India for online shopping. Future Bazaar is an online business venture of Future Group, which sells an assortment of products such as fashion, which includes merchandise for men and women, mobile accessories, mobile handsets and electronics like home theatres, video cameras, digital camera, LCD TVs, kitchen appliances and many more. Discounts: Hfte ka sabse sasta din was introduced by the BIG BAZAAR, wherein extra and special discounts were offered on Wednesday every week, to attract the potential buyers into their store. Security check: At each exit of BIG BAZAAR, they use alarm systems or Electronic Article Surveillance system, which detects the products that has attached tags or not. 1. BIG BAZAAR is a chain of hypermarket in India, which caters to every familys needs and requirements. 2. BIG BAZAAR has released the doors for the fashion world, general merchandise like sports goods, cutlery, crockery, utensils, and home furnishings etc. at best economical prices. 3. BIG BAZAAR group offers more than 100 stores all over the country with an amalgamation of Indian bazaars feel and touch with a convenience and choice of the modern retail facilities

PESIT, Bangalore

Page 12

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

4. The worldwide country chain, BIG BAZAAR, is formed by CEO of Future Group, Mr. Kishore Biyani. Their basic attraction associated with reasonable prices is their Unique Selling Price. 5. BIG BAZAAR has become a massive hit with lower middle-class and middle class people as a major client base.
6. Reflect the look and feel of Indian bazaars at their modern outlets.

TABLE 1.1 BIG BAZAAR Outlet


Parent Group Owner Founded Head Quarter Industry Tagline

Hyper mart chain in India 140 Outlets Future Group Kishore biyani 2001 Jogeshwari, Mumbai Retail Is se sasta aur accha kahin nahi

PESIT, Bangalore

Page 13

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Area of operation
BIG BAZAAR is a chain of shopping malls in India currently with1 29 outlets, owned by the Pantaloon Group. It works on it the economy model as Wal-Mart and has had considerable success in many Indian cities and small towns. The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd. BIG BAZAAR stores in Metros have a gaming area and kids play area for entertainment. BIG BAZAAR stores are located all over the India.

Agra Ahmadabad Allahabad Ambala Asansol Bangalore Bhubaneswar Cuttack Chennai Palakkad Kolkata Delhi Durgapur Ghaziabad Gurgaon Hyderabad Indore Lucknow Kanpur Mangalore Mumbai Nagpur Nasik Panipat Pune Rajkot Surat Thane Thiruvananthapuram Vishakhapatnam

PESIT, Bangalore

Page 14

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

OWNERSHIP PATTERN Mr. Kishore Biyani, Managing Director Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the Group Chief Executive Officer of Future Group. Mr. Gopikishan Biyani, Whole time Director Gopikishan Biyani, is a commerce graduate and has more than twenty years of experience in the textile business Mr. Rakesh Biyani, Wholetime Director Rakesh Biyani, is a commerce graduate and has been actively involved in category management; retail stores operations, IT and exports. He has been instrumental in the implementation of the various new retail formats. Mr. Vijay Biyani, Whole time Director Vijay Biyani has more than twenty years of experience in manufacturing, textiles and retail industry and has been actively involved in the financial, audit and corporate governance related issues within the company. Mr. Vijay Kumar Chopra, Independent Director V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI) by profession and is a Certified Associate of Indian Institute of Bankers (CAIIB). His banking career spans over 31 years and he has served senior management positions in Central Bank of India, Oriental Bank of Commerce, SIDBI, Corporation Bank and SEBI Mr. S Doreswamy, Independent Director S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others. Dr. D O Koshy, Independent Director D. O. Koshy, holds a doctorate from IIT, Delhi and is the Director of National Institute of Design (NID), Ahmadabad. He has over 24 years of rich experience in the textiles and garment industry and was instrumental in the setting up of NIFT centres in Delhi, Chennai and Bangalore. He is a renowned consultant specializing in international marketing and apparel retail management. Ms. Bala Deshpande, Independent Director Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also serves on the boards of Deccan Aviation, Nagarjuna Construction, Welspun India and Indus League Clothing Ltd, among others Mr. Anil Harish, Independent Director Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusInd Bank and Hinduja TMT, among others. The BIG BAZAAR operates in a competitive environment. For each line of business, they face competition from established national and regional companies.

PESIT, Bangalore

Page 15

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

INFRASTRUCTURE Its a four floored building. Ground floor- food bazaar, PUC, wellness.

i) Food bazaar: its a department under BIG BAZAAR where different household products were sold. Customers use to purchase food and non-food items for whole month. The availability of product in such a way that there should not be any unavailability of product in the store. ii) PUC: this department having all kind of plastic, utensil and crockery items. This is one separate department from food bazaar. iii) Wellness and beauty: all cosmetic items available in this department. Products in this department are: deodorant, perfume, creams etc. 1st floor- apparels,footwear,toys

i) Apparels: in this section all fashion clothing are available. In this section all mens, ladies and children material are available. Different brands are also available in this section. DJ&C, AFL, signature, knighthood these are the most popular brand available in this section. ii) Footwear: this section contains all kind of shoes, slipper and sandals. In this particular section different shape and size of products are available. iii) Toys: all kind of children toys, electronics gadget are available in this section. 2nd floor electronics , home bazaar, depot , home linen

i) Electronics bazaar: this is one of the biggest sections where all kinds of electronic gadgets are available. in this department different brand of television ,camera, music, laptops are available. ii) Home town: this particular department having different items which used in houses for maintaining interior . In this department all furniture, kitchen, bed room, items are available . This is a store in store (SIS). 3rd floor food court, F123, star sitara

PESIT, Bangalore

Page 16

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

i) Food court: where all types of food is available. Customers can order for different kind of food and its ready within fraction of minutes. ii) F123: its a gaming zone for t he children where they can play different at very low price. Unlimited gaming is possible in this game zone. iii) Star sitara: its a saloon where customer for different hair cut as well as facial. This saloon is open for both men and women. This is store in store (SIS) 4th floor - office and fun zone i) Office: offices for different department are made at fourth floor where all higher authorities are available. All find of marketing and HR activities done in this floor. ii) Fun zone: this area is kept for employees working in BIG BAZAAR. Tea and lunch timing are written in fun zone. Employees can read news paper, magazines, watch TV if anything important news, play games like chess, carom for a particular period. Each floor consists of billing facility : there is billing facility according to department wise where customer can do immediate billing or can go for main billing counter at ground floor Parking facility- 2 wheelers and 4 wheelers: underground parking facility is available in BIG BAZAAR, banashankari. Parking facility is free of cost. Luggage maintenance near the entrance: customers are not allowed inside the BIG BAZAAR with their luggage items. For luggage maintenance there is separate department at the entrance of BIG BAZAAR. This department came under CSD.

PESIT, Bangalore

Page 17

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

PESIT, Bangalore

Page 18

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

PESIT, Bangalore

Page 19

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

COMPETITORS OF BIG BAZAAR Retail sector is a fast growing one. Hence pantaloon 1) RELIANCE FRESH Reliance Fresh is the convenience store format which forms part of the retail business of Reliance Industries of India which is headed by Mukesh Ambani. Reliance plans to invest in excess of Rs 25000 crores in the next 4 years in their retail division. The company already has in excess of 560 reliance fresh outlets across the country. These stores sell fresh fruits and vegetables, staples, groceries, fresh juice bars and dairy products. A typical Reliance Fresh store is approximately 3000-4000 square. Feet and caters to a catchment area of 1-2 km. Reliance Fresh, Reliance Mart, Reliance Digital, Reliance Trendz, Reliance Footprint, Reliance Wellness, Reliance Jewels, Reliance Timeout and Reliance Super are various

formats that Reliance has rolled out. 2) SPENCERS RETAIL: Spencer's Retail is one of Indias fastest growing retail stores. It has multiple formats for retailing food, apparel, fashion, electronics, lifestyle products, music and books. It is owned by the RPG Group, a major business house. Established in 1996, Spencers is one of the popular destinations for shoppers in India with supermarkets, hypermarkets and dailies spread all over India. 3) SUBHIKSHA: Subhiksha is an Indian retail chain with more than 1400 outlets selling groceries, fruits, vegetables, medicines and mobile phones. It was started and is managed by R Subramanian, IIM Ahmadabad alumni. Subhiksha plans to open 1000 outlets by December 2008. He also plans to invest Rs.500 crore to increase the number of outlets to 2000 across the country by 2009. The name Subhiksha means prosperity in Sanskrit. It opened its first store in Thiruvanmiyur in Chennai in March, 1997 with an investment of about Rs. 5 lakhs. The retail chain has seen a considerable growth by offering goods at cheaper rates and thereby increasing its customer base.

PESIT, Bangalore

Page 20

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

4) Trent (Westside) : Trent is the retail arm of the Tata group. Started in 1998, Trent operates Westside, one of the many growing retail chains in India. The foresight of the Tata group, which invested in retail relatively early, is paying high dividends as retail is one of the booming sectors in India. The company has a turnover of Rs. 357.6 crores (FY 2005-2006) and currently operates 22 stores in the major metros and mini metros of India. An international shopping experience, a perception of values, and offering the latest styles, has created a loyal following for West sides own brand o f merchandise. Westside operates stores in Mumbai, Ahmadabad, Bangalore, Delhi, Chennai, Kolkata, Hyderabad, Pune, Surat, Vadodara, Indore, Noida, Gurgaon, Ghaziabad, Mysore, Jaipur, Lucknow, and Nagpur. 5) Shoppers stop The foundation of shoppers stop was laid on October 27, 1991 by the K.Raheja corp, group of companies. from its inception, shoppers stop has progressed from being a single brand shop to becoming a fashion & lifestyle store IGDS consists of 29 experienced retailers from all over the world ,which include established stores like Selfridges (England), karstadt(Germany) ,shanghai no 1(china) ,matahar (Indonesia) , takashimaya (Japan) ,c k tang (Singapore) ,manor (Switzerland ) and lamey plaza (Dubai) .this membership is restricted to one member organization per country/region.

PESIT, Bangalore

Page 21

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

ACHIEVEMENTS /AWARDS 2012

CISO Award 2012 Future Group was felicitated for using Information security technology in the most effective and innovative manner Golden Spoon Awards 2012 Most Admired Food and Grocery Retailer of the Year for its Private Labels in BIG BAZAAR Future Group Retail Professional of the Year for innovation in Private Brands- Mr. Devendra Chawla, President Food & FMCG Category ET Retail Awards 2012 FedEx Most Trusted Retailer of the Year Award BIG BAZAAR TRRAIN Retail Employee of the Year Award Mr. Jitendra Kalyani, BIG BAZAAR

Recognition by CMO Council, USA and CMO Asia Master Brand Award - Future Supply Chains Retail Icon of the Year- Mr. Anshuman Singh, MD & CEO, Future Supply Chains Bloomberg UTV B-School Excellence Award Best educational institute in Retail- Future Innoversity 2011 Designomics Awards 2011 - Recognising Businesses that build value through Design Winning Designomist at the World Brand Congress 2011 - Future Group CNBC AWAAZ Consumer Awards 2011 Most Recommended Modern Retail Brand of the Year in the Popular Choice category- BIG BAZAAR Brand Equity's Most Trusted Brands 2011 awards Most Trusted Retailer - BIG BAZAAR Images Retail Awards 2011 Most Admired Retailer of the year 2011 in the Home Products Category-HomeTown

PESIT, Bangalore

Page 22

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Excellence Awards & Recognition 2011 for Finance & Accounting Transformation through Shared Services Best Shared Service Centre (SSC) for the category of Shared Service Centre Servicing Clients in an Indian Sub-Continent- nuFuture Digital India Ltd. (NDIL) Golden Spoon Awards 2011 Most Admired Food & Grocery Retailer of the Year: Private Labels Food Bazaar Most Admired Retail Professional in Food & Grocery category Mr. Damodar Mall, Head, Integrated Food Strategy. Marketing Excellence Awards 2011 held by Indira Group of Institutes Best Employer of the Year - Future Supply Chains DNA and Stars of the Industry Group Innovative B-school Awards Star News National B-School Award for being an outstanding B School with an Industry Related Curriculum Future Innoversity Franchise India Expo 2011 Best Food And Grocery Chain Of 2011 - Food Bazaar Best Value Retailer of 2011 - BIG BAZAAR Best Brand Licensee In FMCG - Walt Disney Brands By Future Consumer Enterprises Industry Institute Partnership Symposium Appreciation for contribution to placement of over 75 rural Below Poverty Line youth at McDonalds Mr. Ayan Thankur, Future Learning Star News Brand Excellence (B.E.) Awards Brand Excellence (B.E.) Awards in the Retail Sector - Future Group ICAI Awards 2011 CFO - Service Sector category Mr. C.P.Toshniwal Food Retail & SCM and Agro Logistics: Summit & Awards 2011 Food Supply Chain Company Of The Year In Retail Category - Food Bazaar 2010 Coca-Cola Golden Spoon Awards 2010 Most Admired Retail Group of the Year - Future Group Most Admired Retailer in Food Category - Food Bazaar Most Admired Retailer in Hypermarket Category - BIG BAZAAR

PESIT, Bangalore

Page 23

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

CNBC Awaaz Consumer Awards Most Preferred Multi Brand Food & Beverage Chain - BIG BAZAAR Most Preferred Multi Brand Retail Outlet- BIG BAZAAR Most Preferred Multi Brand One Stop Shop- BIG BAZAAR Golden Spoon Awards 2010 Most Admired F&G Retailer of the Year: Large Formats - BIG BAZAAR Exchange4media Radio Advertising Awards (ERAA)2010 Advertiser of the year - Future Group Best Brand Integration on Radio (Retail): GOLD - Fashion@BigBazaar - RJ Style O Meter Best On Ground Activation for a client (Retail): GOLD - Fashion@BigBazaar - RJ Style O Meter Best Use of Radio in a Media Plan: SILVER Fashion@BigBazaar - RJ Style O Meter Best Campaign of the year: SILVER - Future Group Shopping Festival Asia's Best Employer Brand Awards HR Leadership award - Mr. Ameet Naik, General Manager HR FHDL Employer of the Year (Retail Category) by Indira Group of Institutes Future Learning & Development Limited (FLDL) 2009 CNBC Awaaz Consumer Awards 2009 Most Preferred Multi Product Chain - BIG BAZAAR Most Preferred Multi Brand Food & Beverage Chain - BIG BAZAAR Images Fashion Forum 2009 Most Admired Fashion Group Of The Year - Future Group Indian Retail Forum 2009 Most Admired Retail Group of the Year - Future Group Asia Retail Congress 2009 Retail Marketing Campaign of the year - Future Group - The Great Indian Shopping festival Retailer of the Year Hypermarkets - Future Group Golden Spoon Awards 2009 Most Admired Food & Grocery Retailer Of The Year PRIL Most Admired F&G Retailer of the Year: Large Formats - BIG BAZAAR

PESIT, Bangalore

Page 24

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

The Gurukul Awards The Best Upcoming Institute Award Future Learning & Development Limited (FLDL) 2008 Indian Retail Forum Awards 2008 Most Admired Retail Group of the year Future Group Most Admired Retail Face of the Year - Kishore Biyani Most Admired Retailer (Hypermarket) BIG BAZAAR Retail Asia Pacific 500 Top Awards 2008 Gold Winner - Top Retailer 2008 Asia Pacific Coca-Cola Golden Spoon Awards 2008 Most Admired Food & Grocery Retail Visionary of the Year: Kishore Biyani. Most Admired Food & Grocery Retailer of the Year Supermarkets: Food Bazaar. Most Admired Food & Grocery Retailer of the Year - Hypermarkets: BIG BAZAAR. Most Admired Retailer of the Year - Dynamic Growth in Network Expansion across Food, Beverages & Grocery: Future Group. Most Admired Food & Grocery Retailer of the Year - Consumer's Choice: BIG BAZAAR. The Reid & Taylor Awards for Retail Excellence 2008 Retail Leadership Award: Kishore Biyani Retail Best Employer of the Year: Future Group Retailer of The Year: Home Products and Office Improvements: HomeTown CNBC Awaaz Consumer Awards 2008 Most Preferred Multi Brand Food Retail- BIG BAZAAR

PESIT, Bangalore

Page 25

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

FUNCTIONAL ANALYSIS
Administration Department Store administration comes under Store Manager its functions are store maintenance, House Keeping, Security etc. Store manager has to control all the activities within the store. He has to communicate all the departmental managers and assistance departmental managers regarding any new offers, regarding their targets etc. Sore manager has to see the operation at the store is being performed in coordination and cooperation he has to communicate with the corporate office regarding any changes being applied at the store. Information Technology This department is responsible for the maintenance of the systems of the stores. All billing machines their functioning networking with the master machine etc. If there is any problem with the machine then this department comes into function. Cashing Dept: This department is responsible for the collection of sales amount i.e. cash sales, Credit sales, etc under this department all billing machines of the stores comes. The sales amount collected throughout the day by the cashiers has to be submitted to the department. Marketing This dept is responsible for the marketing of the store in different media like Television, Newspaper, and Holdings etc. the authorized person has to visit different companies and has to look after for tie-ups etc. Visual Merchandise: This department is responsible for the product arrangement at the store with respect to their nature. The basic function of this dept is it divides the store into several departments based on the nature of the product and within the department it decides how the products should be arranged by keeping in mind the customer should not suffer. Human Resource Human Resource basically works for the welfare of the employees. It acts to organize the manpower and work to increase productivity of the employees. Basically Human Resource performs the functions of Recruitment, Hiring, Induction, Training and development, Performance appraisal of the employees. Human Resource studies and involves in inter life cycle of the employee from his joining the organization to till his end from the organization. CSD (Customer Service Desk): This is the separate unit, which is mainly focuses on customer service like if the customer find difficulty in finding any product, Customer complaints any replacement, Customer assistance etc.

PESIT, Bangalore

Page 26

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Supply chain management: Companys supply chain was split into the broad categories of fashion, food and general merchandise, leading to a more focused approach to businesses, improved service levels, better customization of logistic and supply chain related needs, and finally deliverables. Further, with new concepts and lines of business being included during the year, as well As strategic alliances with other companies, the process of gradually integrating them have either been completed or close to completion. The existing supply chain design consists of a Master Distribution Centre (MDC) and city warehouses upgraded to Regional Distribution Centres (RDCs) and additional Distribution Centres (DCs). The company had one MDC and 16 RDCs and DCs .The company has also appointed leading international and domestic players in the warehouse infrastructure and technology front.

The company also introduced the concept of reverse logistics that looks at setting up a process to transfer finished goods from the consumption point to the point of origin. This reduces wastage and can lead to significant cost savings. On the technology front, all the existing MDCs, RDCs and DCs are live on SAP, thereby facilitating standardization, real time data management and reporting, as well as optimum operational efficiencies. Finance Department:

Companys bank account. Products/service profile BIG BAZAAR offers a wide range of products which range from apparels, food, farm products, furniture, child care, toys, etc. Products of all the major brands are available at BIG BAZAAR. Also, there are many in house brands promoted by BIG BAZAAR. BIG BAZAAR sold over 300,000 pairs of jeans, 50,000 DVD-players and 25,000 microwave-ovens. In all, the fashion, electronics and travel segments made up about 70% of sales. Last year, these categories made up only about 60%.

PESIT, Bangalore

Page 27

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

WORK FLOW MODEL (BIG BAZAAR)


Generally the workflow model at BIG BAZAAR starts with customer and ends with customer. Depending upon the customers demand BIGBAZAAR predict the sale for particular period and order to suppliers get all the goods/product from manufacturer and send to the ware house of BIGBAZAAR, Again from ware house it comes to particular store. Ultimately reach to the customer at last. Logistic is very important department of BIG BAZAAR. It is responsible for procuring the stock of all the products of the different departments. The logistics department receives the goods from the warehouse of BIG BAZAAR for the entire south zone is located at hosakot, Karnataka. The logistic department receives the stock of different good and verifies the quantity and quality of the goods received statements which it receives along with the stock. Then it checks for any damages in the stock received. If there is no damage in the stock received. If there is no damage in the stock, after recording it in word register dispatches the goods to the respective department taking the signature of the department manager. On the other hand if there is any damage in the goods or if the goods does not match the detail given in the goods received statement, it entered in the stock out word registered and send it back to the ware house along with goods return note giving full information regarding the reason for turning back the goods and defect or damage in the goods the logistic department on an average to truck load of stock everyday it is the respective department manager who place for an order to zonal category team at the zonal office through email of stock of goods when they feel that stock has been replenished. Logistic department works in co-ordination with all other departments to ensure that the goods are received and maintained properly and continuously for the smooth functioning of BIG BAZAAR

PESIT, Bangalore

Page 28

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

SUPPLIER

WAREHOUSE

ALLOCATION BASED ON DEPARTMENTS PURCHASE ORDER (FROM ZONE OFFICE) WAREHOUSE

STORE LOGISTICS

IN WORD PROCESS (REJECT DAMAZED PIECES) ON THE FLOOR WISE OFFER UPDATION SELLING TO CUSTOMER

Future growth and prospects: Aggressive growth Food bazaar Company planned to grow to over 400 FB stores by 2010 and annual revenues Of $1250 million To rent properties from shop owners in exchange of profits generated from store Purchase food grains directly from manufactures To develop private label brands and devote 60 % shelf space to it.

PESIT, Bangalore

Page 29

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Schemes and Innovations


The introduction of Sabse Sasta Din (Cheapest Day) in the year 2005 was a turning point for the BIG BAZAAR franchise. As part of this effort, the Republic Day holiday was used to ensure that consumers visited BIG BAZAAR outlets across the country in large numbers to get required household items at cheaper rates. Taking cue from this highly successful concept, another initiative was introduced, named the Juna do aur naya lo (give old and get new) scheme. In this scheme, c onsumers were asked to bring and sell old clothes, utensils and other household items in exchange of discount coupons. The concept proved to be a success yet again as people from across the country responded spontaneously, in spite of the different preconditions associated with it. The franchise further inaugurated the concept of Hafte ka sabse sasta din (Cheapest Day of the Week), wherein Wednesday was designated to be the day when special discounts were offered to consumers during a week.

Wednesday Bazaar
The concept of Wednesday Bazaar was promoted as Hafte Ka Sabse Sasta Din (Cheapest Day of the Week). Initiated in January 2007, the idea behind this scheme was to draw customers to stores on Wednesdays, the day when consumer presence is usually less. According to the chain, the aim of the concept was to give homemakers the power to save the most.

Sabse Sasta Din


BIG BAZAAR introduced Sabse Sasta Din (Cheapest Day) with the intention of attaining a sales figure of Rs 26 crore in a single day. The concept became such a hit that the time period for the offer had to be increased from one day to three days in 2009 (January 24 to 26) and to five days in 2011 (January 22 to 26).

Maha Bachat
The concept of Maha Bachat (Mega Saving) was introduced in the year 2006 as a single day campaign with attractive promotional offers across the company outlets. Over the years, the concept has grown to become a six-day biannual campaign. During this campaign, attractive offers are given in all the value formats including BIG BAZAAR, Food Bazaar, Electronic Bazaar and Furniture Bazaar.

PESIT, Bangalore

Page 30

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

The Great Exchange Offer


Introduced on February 12, 2009, The Great Exchange Offer allows customers to exchange their old goods for BIG BAZAAR coupons. The coupons can be redeemed later for buying brand new goods from BIG BAZAAR outlets across the nation.

Advertising campaigns and marketing initiatives


In view of the increasing competition in the retail market, BIG BAZAAR has introduced certain steps to keep itself updated and continue promoting the band.

New Logo
On the occasion of successful completion of 10 years in the Indian retail industry (in 2011) BIG BAZAAR came up with a new logo for the company with a new tag line that says: Naye India Ka Bazaar (Market for New India). This replaces the earlier tag line: Isse Sasta Aur Kahin Nahin (Nothing is Cheaper than Here).

Advertising initiatives
BIG BAZAAR has recently launched a 360-degree promotion drive covering the three prime media, television, print and social media, to mark the launch of the new logo. The entire media campaign was developed by Mudra Communications.

PESIT, Bangalore

Page 31

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

The McKinsey 7S model


The McKinsey 7S model was named after a consulting company, McKinsey and Company, which has conducted applied research in business and industry. The McKinsey 7S Framework was created as a recognizable and easily remembered model in business. The seven variables, which the authors term "levers", all begin with the letter "S. These seven variables include structure, strategy, systems, skills, style, staff and shared values. Structure is defined as the skeleton of the organization or the organizational chart. The authors describe strategy as the plan or course of action in allocating resources to achieve identified goals over time. The systems are the routine processes and procedures followed within the organization. Staff are described in terms of personnel categories within the organization (e.g. engineers), whereas the skills variable refers to the capabilities of the staff within the organization as a whole. The way in which key managers behave in achieving organizational goals is considered to be the style variable; this variable is thought to encompass the cultural style of the organization. The shared values variable, originally termed super ordinate goals, refers to the significant meanings or guiding concepts that organizational members share.

From above 7, three are called hard S these are such as

And other four are called Soft S, namely

PESIT, Bangalore

Page 32

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

McKinneys 7s at BIGBAZAAR
STRATEGY: Strategy is the plan of action an organization prepares in response to, or anticipation of, changes in its external environment. Strategy is differentiated by tactics or operational actions by its nature of being premeditated, well thought through and often practically rehearsed. EDLP is the strategy followed by BIG BAZAAR .EDLP i.e., every day low price is the strategy that has made a mark in todays market. Every Wednesday, BIG BAZAAR have Wednesday bazaar where the price is promisingly very low.

Short term strategies: short term strategies are formulated from zonal office and operational strategies are formed and implemented by the store manager and staff at their local level. Short term strategies includes the discounts, season ending sales, marketing issues, marketing communication and visual merchandising etc.

Long term strategies:

these strategies are formulated by head office. These are further

modified and executed at zonal office.


SYSTEM: System refers to all the regulation and procedure both formal and informal that compliment and organization.

BIG BAZAAR follows 360 degree performance appraisal system: Here the appraisal is done once a year. The employees will be rated by Reporting authority Self appraisal Customers Peer group sub ordinates

Bar code system: now a day BIG BAZAAR is using bar code scanning system. On each product bar code is printed .at the time of billing cashier need to scan the bar code by bar code scanner. Automatically the system will grasp all the information regarding product. This information is displayed on computer screen. It also contains the price of the product. This price will add to next price scanned by scanner.

PESIT, Bangalore

Page 33

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Structure:

VENKATESH KUMAR (ZONAL HEAD, SOUTH)

SREEVIJAY (STORE KARTHA)


PRAMOD .B (HR) RUPESH SINGH (ASST STORE KARTHA MANOJ (ADMIN) SATYA PRAKASH (VM)

RAVISHANKA R (ASM,FASH DEPT)

MALLIKARJUN ( DM, T24)

SUBHASH (ASM, FOOD DEPT)

KANAKAR AJ (DM, ELE) TEAM LEADER TEAM MEMBER

PREM ( ASM ,GM DEPT


SHIVKUMAR (DM, PUC DEPT KABIR BASHA (DM LUGGAGE, FOOTWEAR DEPT)

GURURAJ (HOME FASH & MENS

MARUTH I (DM, LADIES DEPT)

TEAM MEMBER

TEAM LEADER

TEAM MEMBER

RIZWAN (DM, FOOD COURT TEAM LEADER TEAM MEMBER

ANITHA (DM, STAPLES TEAM LEADER TEAM MEMBER

KARTHIK (DM, FOOD DEPT) TEAM LEADER TEAM MEMBER

SAGAHI RAJ (DM, F&V) TEAM LEADER TEAM MEMBER

BHARGAV I (DM, NF) TEAM LEADER TEAM MEMBER

RUKUMANGADA (CSD, ASM TRAINEE) SANDEEP (HEAD CASHIER) TEAM LEADER TEAM MEMBER

PESIT, Bangalore

Page 34

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Skills:

Skills refers to the dominant distinctive capabilities and competence of personnel or of the organisation as a whole the skill possessed by workers can be generally classified as a) General skills: these skill which should be possessed by each and every employee in order to carry out the successfully. Skills like problems solving, decision making and communication are the basic generic skills. b) specific skills: specific skills are those skills which should be possessed by the employees to carry out his/her assigned task in this skills like time management ,shop floor management ,building team, leadership and motivation etc

TABLE 1.2 Designation Store manager(SM) AND Assistant store manager(ASM) Department manager(DM) and Assistant department manager(ADM) Team leader(supervisor)

qualification MBA, any post graduation Graduation, MBA

skills Conducting effective meeting, leadership, motivation Positive thinking creativity

experience 8-10 yrs

6-10yrs

Puc,graduation

Interpersonal skills, communication skills ,presentation skills

2-3 yrs

Staff:

There are totally 335 employees or staffs. They have out of this, 210 on roll of employees and 35 securities, 35 housekeeping and 55 promoters. The coordination between the staff member is good which make the corporate perfect. This also helps the store to work in a better way. Store manager: he is the highest authority in the hypermarket. For every BIG BAZAAR some sales target is fixed by the zonal office which SM should achieve. Assistant store manager: ASM is available for each department running the BIG BAZAAR. For logistics department ASM operation is available while for CSD, ASM-CRM is available to sort out all the problems of the problems. Department manager: DM is the in charge of the whole department. DM having some sales target which should be achieved by him.

PESIT, Bangalore

Page 35

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Assistant department manager: its ADM responsibility that all the product should be easily available to products. Team leader: TL is the boss of sales executives. Its TL responsibility to get work done from the sales executive. Sales executive: sales executive were higher by the BIG BAZAAR for selling their brand products. Anyone can differentiate between sales executive and promotions .sales executive always wearing uniforms while promoters are available at floor in formals. Promoters: there are different company products which have been sold in BIG BAZAAR. Promoters are the person who promotes other company product inside the BIG BAZAAR. Its their responsibility to keep their company product at front of customers. Cashier: a person responsible for receiving payments for gods in BIG BAZAAR is called cashier. Its cashier responsibility that customers should not pay more then what he/she purchased. Security: security is non - selling staff which always standing on the entrance and exit of BIG BAZAAR. Counting the number of customer into the hypermarket is his/her responsibility.
Style:

the customers and customers should not hesitate to ask any doubt regarding

has

The management of BIG BAZAAR practice both top down and bottom up approach. The employer and employee relationship is participative .the style of functioning is management by objective (MBO). Organisation goals are further broken into departmental goals, from which the
KRAs (Key Result Areas) are arrived for each individual based on the role he/ she performs. Shared value:

Indianness: Confidence in ourselves. Leadership: To be a leader, both in thought and business. Respect & Humility: To respect every individual and be humble in our conduct. Introspection: Leading to purposeful thinking. Openness: To be open and receptive to new ideas, knowledge and information. Valuing and Nurturing Relationships: To build long term relationships. Simplicity & Positivity: Simplicity and positivity in our thought, business and action. Adaptability: To be flexible and adaptable, to meet challenges.

PESIT, Bangalore

Page 36

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

SWOT ANALYSIS
strengths A powerful strategy Strong advertising and promotion Good customer service capabilities Wide geographic coverage Strong brand name image/company reputation An attractive customer base Everyday low pricing strategy as cost advantage over rivals Competencies and capabilities are well matched to industry key success factors. weakness Lack of strong supply chain management. Poor quality of products compared to rivals Too narrow product line relative to rivals Falling revenue/sq ft Poor e-commerce facilities compared to rivals

opportunities Expanding into new geographic markets Expanding the companys product line to meet a broader range of customer needs Online sales Sharply raising buyer demand for the industrys product Serving additional customer groups or market segments

threats
Competition from organized retail players which are in market and are emerging.

Likely entry of potent new competitors Growing bargaining power of customers or suppliers

PESIT, Bangalore

Page 37

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

FINANCIAL ANALYSIS
TABLE 1.3
2010-2011 (in crores) 2009-2010(in crores)

Sales (Net of Taxes) Operating Income Other Income Total Income Profit before Depreciation & Tax Less: Depreciation Profit before Taxes and Exceptional Item Less : Exceptional Item Profit before Tax Less: Earlier Years Income Tax Less: Provision for Taxation Profit after Tax Add: Profit brought forward from previous year Surplus available for appropriation APPROPRIATION Debenture Redemption Reserve Proposed Dividend

3943.74 153.69 17.05 4114.48 261.66

5706.07 228.30 84.63 6019.00 388.45

146.37 115.29

161.88 226.57

115.29 2.08

12.93 213.64 (3.17)

36.54 76.67 495.98

37.25 179.56 380.54

572.81

558.97

35.00

25.00

20.27

17.13

PESIT, Bangalore

Page 38

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

DIVIDEND
The Board of Directors of the Company has recommended a dividend of Rs.0.90 (45%) per equity share (previous year Rs.0.80 (40%) per equity share) and dividend of Rs.1.00 (50%) per Class B share (Series 1) (previous year Rs.0.90 (45%) per Class B Share) for the Financial Year 2010-11. Further, outstanding warrants if converted into shares on or before the date of Book Closure announced for the dividend, would also be entitled to dividend declared by the members at the ensuing Annual General Meeting. The dividend, if approved by the shareholders in the Annual General meeting shall entail a payout of Rs.23.56 crores including dividend distribution tax of Rs.3.29 crores. The dividend is free of tax in the hands of the shareholders.

EQUITY SHARE CAPITAL


Paid-up Share Capital Equity Capital The paid up equity share capital (comprising of Class B Shares) of the Company has been increased from Rs.41,22,85,746/- to Rs.43,41,43,382/- due to the following further issue of capital as follows: (i) Allotment of 59,28,818 Equity shares of Rs.2/- (Rupees Two Only) each to specific shareholders of Home Solutions Retail (India) Limited (HSRIL) on 28th August, 2010 as per the Scheme of Arrangement approved by the Hon''able High Court of Judicature at Bombay. (ii) Allotment of 50,00,000 equity shares of Rs. 2/- (Rupees Two Only) each at a premium of Rs. 181/- (Rupees One Hundred Eighty One Only) on 9th September, 2010 to Future Corporate Resources Limited (Formerly known as PFH Entertainment Limited) allottee of promoter group on exercising their option for equity shares on 50,00,000 warrants allotted to it on 22nd May, 2009 on preferential basis pursuant to Chapter VII of the Securities and Exchange Board of India (Issue of Capital Disclosure Requirements) Regulations, 2009.

PESIT, Bangalore

Page 39

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Preference Capital
(i) Further pursuant to the same Scheme of Arrangement between HSRIL and the Company 63,47,635 0.01% Compulsorily Convertible Preference shares(CCPs) of Rs.100/- each were also allotted to specific shareholders of HSRIL on 28th August, 2010. As per terms of the issue these CCPs were converted into similar number of Equity shares on 31st July, 2011. Further during current financial year 2011-12 following further issue of capital has been completed (ii) Conversion of 63,47,635 0.01% Compulsorily Convertible Preference shares(CCPs) of Rs. 100/- each into 63,47,635 Equity Shares of Rs. 2/- each. The said conversion has been done as per terms of issue of the said CCPs. Upon conversion of the aforesaid 63, 47,635 CCPs all the CCPs issued in 2010 have been converted into equity shares and there are no outstanding CCPs pending for conversion.

DEBENTURES
During the year under review, the Company has raised long term funds through Non-Convertible Debentures aggregating Rs.200 crores. The funds raised were utilised for the objects as stated at the time of raising funds. This has helped the Company to improve its debt maturity profile and reduce the cost of debt.

FIXED DEPOSITS
The Company has not accepted any Deposits during the year.

PESIT, Bangalore

Page 40

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

LEARNING EXPERIENCE
My journey at BIG BAZAAR began on 21st December. From the day I started my project and till I finished I have learnt many things. It was indeed an exciting experience with all the departments and CSD. I would like to say heartily thanks to PES Institute of Technology who have given one of the good opportunity to learn knowledge in practical environment and along with that I would like to say heartily thanks to company guide Mr. Pramod .B(Hr) of BIG BAZAAR I had under gone a glorious 10 weeks project at BIG BAZAAR. And along with that I had learnt a lot of practical things from the corporate world .from this project I came to know that customer buying behaviour and taste and priority preferences of customer towards retail sector and competition level in the sector and along with that I had learnt how management is responsible for increasing sales and revenue of the company. I also learnt about the different loyalty programmes offered to the customers and also what management makes to attract the customers. I got opportunity to learn many things... How marketing activities takes place Customer satisfaction about the product Different loyalty programmes for the customers

PESIT, Bangalore

Page 41

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

PART B

PESIT, Bangalore

Page 42

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

GENERAL INTRODUCTION
Customer service is the provision of services to customers before, during and after a purchase. According to Turban Customer service is a series of activities designed to enhance the level of customer satisfaction that is, the feeling that a product or service has met the customer expectation." Its importance varies by product, industry and customer; defective or broken merchandise can be exchanged, often only with a receipt and within a specified time frame. BIG BAZAAR will often have a desk or counter devoted to dealing with returns, exchanges and complaints, or will perform related functions at the point of sale; the perceived success of such interactions being dependent on employees "who can adjust themselves to the personality of the guest," Customer service plays an important role in an organization's ability to generate income and revenue. From that perspective, customer service should be included as part of an overall approach to systematic improvement. A customer service experience can change the entire perception a customer has of the organization. Customer support is a range of customer services to assist customers in making cost effective and correct use of a product. It includes assistance in planning, installation, training, trouble shooting, maintenance, upgrading, and disposal of a product. A multi-task position drawing on extensive CUSTOMER SERVICE experience to advance a proven track record for developing and maintaining key accounts and improving departmental efficiencies. Objectives of Customer Services Provide customers and staff with clear standards and expectations. Ensure all customer contact reaches an appropriate conclusion Minimize incidences of repeat contact Seek to provide a seamless service for customers Provide equal and easy access to our services at a time, place and channel that meet the needs of residents, businesses and other stakeholders Cater for customers needs irrespective of age, gender, physical or financial ability, ethnic origin, race, religion or geographical location

PESIT, Bangalore

Page 43

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Provide a prompt, courteous and knowledgeable response to all customer enquiries. Equip their staff to provide customers with an excellent standard of service Enable their customers to provide feedback easily, through complaints, customer surveys, etc

Use customer compliments, comments and complaints to drive improvements to service Improve the speed, quality and consistency of response to enquiries by having our information in a format that can be easily accessed

Customer loyalty programs Future Group has taken the whole concept of customer loyalty to the next level by joining hands with PAYBACK. PAYBACK is Indias largest and one of Europes most successful multi-partner loyalty programs. With PAYBACK, customers can shop, save and get rewarded. This program enables consumers to collect millions of points across online and offline partners with just a single card. Customers can accumulate points across Future Group formats, thereby making shopping rewarding. What Is PAYBACK? PAYBACK is Europe's leading customer loyalty program, headquartered in Germany, with a total of 25.5 million active cardholders in Germany and Poland. In India, PAYBACK consolidated its position after taking a major stake in I-Mint. Today, with more than 30 partners with 1,500 outlets and 10 million card members, its the only program which works with market leading p an-India players from the banking, travel, petroleum and online sectors such as ICICI Bank, HPCL, Univercell, BookMyShow and MakeMyTrip. Now that Future Group has become a part of this bandwagon, customers are bound to earn points at every step from formats like BIG BAZAAR, Food Bazaar, Pantaloons, Central, Home Town, eZone, Brand Factory and Future Bazaar. These points can then be redeemed for air miles, movie tickets, air tickets and vice versa. With Future Group and PAYBACK Shopping is rewarding.

PESIT, Bangalore

Page 44

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

T24 PROGRAM
Shopping and talking on our mobile phones are among the two favourite activities for all of us in India. With T24, the company has been able to develop a unique customer value proposition that combines these interests of the aspirational Indian. Customers will get shopping benefits for talking and talk-time benefits each time they shop. T24 (Talk 24) tariff plans reflect the competitive per-second rates being offered for pre-paid customers on Tata Teleservices Limiteds GSM network. In addition, customers will be rewarded with free talk-time for every purchase at Future Group Stores starting at Rs.10 to a maximum of Rs.350. Plans will keep evolving to offer ever-more attractive options to the customer.

PESIT, Bangalore

Page 45

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Objectives of study
To study the Customer Loyalty Programs at BIG BAZAAR. To know the Effect of Loyalty program on customers. To understand the problems that the customers face with the loyalty programs of BIG BAZAAR. To understand Customer satisfaction with the service provided at BIG BAZAAR. To understand the problems faced by the customers with the services provided at the BIG BAZAAR.

Methodology adopted for study


Observing the working of various departments like Human resource, marketing, logistics, purchasing. Discussion with the executives, managers, employees. Visiting & surfing websites of company.

Meaning
Research Methodology is a set of various methods to be followed to find out various Informations regarding market strata of different products. Research Methodology is required in every industry for acquiring knowledge of their products.

Area of study
The study is exclusively done in the area of marketing. It is a process requiring care, sophistication, experience, business judgment, and imagination for which there can be no mechanical substitutes.

Sources of Data Primary Source Secondary Source

Primary Source- The primary data was collected by means of a survey. Questionnaires were prepared and customers of the BIG BAZAAR at two branches were approached to fill up the questionnaires. The questionnaire contains 20 questions which reflect on the type and quality of services provided by the BIG BAZAAR to the customers and about its customer loyalty programs. The response of the customer is recorded.

PESIT, Bangalore

Page 46

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

On a grade scale of strongly disagree, disagree, uncertain, agree and strongly agree for each question. The filled up information was later analyzed to obtain the required interpretation and the findings. Secondary Source- In order to have a proper understanding of the customer service and loyalty programs of BIG BAZAAR a depth study was done from the various sources such as books; a lot of data is also collected from the official websites of the BIG BAZAAR and the articles from various search engines like Google, yahoo search and answers.com.

RESEARCH DESIGN
The research design is exploratory till identification of customer services parameters. Later it becomes descriptive when it comes to evaluating perception of customer service of the BIG BAZAAR. Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. Descriptive research answers the questions who, what, where, when and how. Although the data description is factual, accurate and systematic, the research cannot describe what caused a situation. Thus, descriptive research cannot be used to create a causal relationship, where one variable affects another. In other words, descriptive research can be said to have a low requirement for internal validity. The description is used for frequencies, averages and other statistical calculations. Often the best approach, prior to writing descriptive research, is to conduct a survey investigation. Qualitative research often has the aim of description and researchers may follow-up with examinations of why the observations exist and what the implications of the findings are.

RESEARCH SAMPLE
SAMPLING PLAN: Since it is not possible to study whole universe, it becomes necessary to take sample from the universe to know about its characteristics. BIG BAZAAR.

PESIT, Bangalore

Page 47

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

SAMPLE SIZE: The survey was conducted in the city of Bangalore, with 100 customers as respondents.

DATA COLLECTION TOOL


Data is collected from various customers through personal interaction. Some other information is collected through secondary data also. Data was collected through a structured questionnaire, LIKERT technique is used. LIKERT scale is simply a statement which the respondent is asked to evaluate according to any kind of subjective or objective criteria, generally the level of agreement and disagreement is measured. LIKERT scaling is a bipolar scaling method, measuring either positive or negative response to a statement .The questionnaire consists of two parts. The first part consists of three questions concerning the demographic information of the respondent such as the name, age, and income. The second part consisting of 20 questions exploring the respondents perception about the customer services of BIG BAZAAR.

RESEARCH LIMITATIONS
The study is only for the BIG BAZAAR confined to a particular location and a very small sample of respondents. Hence the findings cannot be treated as representative of the entire retail industry. Respondents may give biased answers for the required data. Some of the respondents did not like to respond. Respondents tried to escape some statements by simply answering neither agree nor disagree to most of the statements. This was one of the most important limitations faced, as it was difficult to analyse and come at a right conclusion. In my study I have included 100 customers because of time limit.

PESIT, Bangalore

Page 48

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

DATA ANALYSIS AND INTERPRETATION

PESIT, Bangalore

Page 49

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

Gender TABLE 2.1 scale male female GRAPH 2.1

frequency 46 54

Percentage (%) 46 54

CUMULATIVE PERCENTAGE

46 100

female

54 Series1

male

46

42

44

46

48

50

52

54

56

Analysis:
From the table, and bar chart depicted above, the distribution of the consumers is evident. Of the 100 respondents who answered the questionnaire, 54 were female and 46 were male. It is evident from the responses and the subsequent tabulation that the number of female respondents was higher than that of the male respondents in the population under study. Female are the major buyers at the BIG BAZAAR.

Interpretation:
By analyzing the responses to this question, I as, a researcher, as well as companies, can identify the distribution in the number of men and women who visit the retail outlets and appropriate decisions can be made keeping these numbers in mind. The highest number of respondents were female, as is depicted by the graph and chart presented above. The number of male respondents was less compared to the female respondents. Two decisions can be made from the above data collected: One, more women visit retail outlets than men. Two, more women are willing to fill out questionnaires and take a survey than men. Since more women can be inferred to visit retail stores than men, companies can target their offerings and marketing strategies in two areas. Retail outlets can appeal to the women customers by offering more products geared especially towards women. They can provide a shopping experience that women are particularly attracted to. Another way that retail chains can

PESIT, Bangalore

Page 50

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

use the above data is to think new techniques so that they can appeal to the men rather than the women. Since, fewer men visit retail stores as against women, the companies have a large base of potential customers. By providing products that are geared towards men and by providing a shopping experience that attract mens they can increase their loyal customers. Age TABLE 2.2 scale 18-28 28-38 38-48 48-58 58-78 GRAPH2.2
58-78 48-58 38-48 28-38 18-28 0 5 10 15 20 17 20 25 30 18 17 28 Series1

frequency 20 17 28 17 18

Percentage (%) 20 17 28 17 18

CUMULATIVE PERCENTAGE

20 37 65 82 100

Analysis
This question is aimed at analysing the distribution of ages of the population that visits the store under study. The highest number of people visiting the store belongs to the age group between 3848. . It can be deduced that most of the people visiting the store regularly are working age group. The rest of the consumers who visit the store can be listed in the descending order of distributionyoung age group (18-28), senior citizens (58-78) older age group (48-58), middle age group (28-38)

Interpretation:
By analyzing the responses to this question, I, as a researcher, as well as companies, can identify the demographics of the population that visit retail outlets. The highest number of respondents falls in the age group 38-48. It can be deduced that most of the consumers who visit retail outlets regularly are the working people. They make up almost more than half of the population who shop at retail stores.

PESIT, Bangalore

Page 51

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

1.How frequently do you visit BIG BAZAAR? TABLE2. 3 scale frequency Percentage (%)

CUMULATIVE PERCENTAGE

Twice in a week Once in a week once in a month whenever the need arises GRAPH 2.3

16 16 59

16 16 59

25 41 100

whenever the need arises

59

once in a month

16 Series1

Once in a week

16

Twice in a week 0

9 10 20 30 40 50 60 70

Analysis
From the above table and the bar chart it can be depicted that frequency of shopping of the respondents is evident. Out of 100 respondents who answered the questionnaire, 59 indicated that they shop whenever the need arises, 16 indicated that they shop once in a month, 16 indicated that they shop once in a week and 9 indicated that they shop twice a week.

Interpretation
This question is aimed at understanding how frequently customers visits and buy their products or avail of their services. The frequency points laid before the respondents have been the result of observation and interview. By analysing the Reponses to this question I, as a researcher, can identify the number of times customers visit the store in a months time. The highest responses have been attributed to whenever need arises. It can be deduced that consumers who shop when ever need arises pose a very different challenges in retail stores. Such customers can be presumed to have a high disposable income and may buy more lifestyle or fashion products.

PESIT, Bangalore

Page 52

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

3.Are you happy with the location of BIG BAZAAR?

TABLE 2. 4 scale frequency Percentage (%)


CUMULATIVE PERCENTAGE

yes no

92 8

92 8

92 100

GRAPH 2. 4
8 yes no 92

Analysis
From the above table and the pie chart it can be depicted that customers are happy with the location of BIG BAZZAR. From this statement I as a researcher found that 92% of people are happy with the
location of BIG BAZAAR as compare to other 8%.

Interpretation
This question is aimed at understanding whether the customers are happy with the location of BIG BAZAAR. BIG BAZAAR physical facilities are visually appealing. It means that BIG BAZAAR is available at most preferred places.

PESIT, Bangalore

Page 53

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

4. Staff was available in a timely manner.

TABLE 2. 5 scale Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree frequency Percentage (%)
CUMULATIVE PERCENTAGE

15 44 29 9 3

15 44 29 9 3

15 59 88 97 100

GRAPH 2. 5
Strongly agree 9 3 15 agree neither agree nor disagree disagree 44 strongly diagree

29

Analysis
From the above table and the pie chart it can be depicted that the respondents agree that staffs were available in the timely manner. Here analysis shows that among the total respondents 44% people agreed with this statement. Also 15% & 9% respondents rate it as strongly agree and disagree respectively .3% respondents rate it as strongly disagree.

Interpretation
This question is aimed at understanding whether the staffs were efficient in helping the customers to buy the product in the timely manner. The highest number of respondents have rated agree .

PESIT, Bangalore

Page 54

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

5.Staff greeted you and offered to help you.

TABLE 2. 6 scale Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree GRAPH 2.6
strongly diagree disagree neither agree nor disagree agree Strongly agree 0 10 20 30 40 50 Series1

frequency 9 47 33 9 2

Percentage (%) 9 47 33 9 2

CUMULATIVE PERCENTAGE

9 56 89 98 100

Analysis
From the above table and the bar chart it can be depicted that 47% respondents agree that staffs Greeted you and offered them to help. Neutral were 33% respondents, strongly agree were 9% respondents. Strongly disagree and disagree were 2% and 9% respondents respectively.

Interpretation
This question is aimed at understanding whether the staffs were communicating in a way that attracted the customers. With this statement more respondents has given weight age to good.
It can be depicted that the staffs were kind with the customers and were helping the customers to buy the products efficiently.

PESIT, Bangalore

Page 55

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

6. Your complaints are constructively handled.

TABLE 2.7 scale Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree GRAPH 2. 7
strongly diagree disagree neither agree nor disagree agree Strongly agree 0 10 10 20 30 40 50 16 28 1 45 Series1

frequency 10 16 28 45 1

Percentage (%) 10 16 28 45 1

CUMULATIVE PERCENTAGE

10 26 54 99 100

Analysis From the above table and the bar chart it can be depicted that the respondents disagree that their complaints are constructively handled. After analysing this statement I found that most of the
respondents i.e. 45% respondents disagreed. Also I found that 28% were neutral with this statement and 16% were committed with agree. There was 1 strongly agreed.

Interpretation
When you have a problem, BIG BAZAAR shows little interest in solving it. This question is aimed at

understanding whether the customer complaints are constructively handled. The highest numbers of respondents have disagreed with the statement. Hence BIG BAZAAR needs little improvement.

PESIT, Bangalore

Page 56

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

7. How do you feel about playing music inside the store while you are shopping? TABLE 2. 8 scale It must be played Good,can be played Sometimes ok It is not needed GRAPH 2.8

frequency 17 59 19 5

Percentage (%) 17 59 19 5

CUMULATIVE PERCENTAGE

17 76 95 100

it is not needed sometimes ok good, can be played It must 0

5 19 59 17 10 20 30 40 50 60 70

Series1

Analysis
From the above table and the bar chart it can be depicted that the respondents feel good in playing music inside the store while shopping. From the above analysis I interpret that about 59% of the respondents feel good about playing music inside the store.17% of the respondents have told that music must be played. 19% and 5% of respondents have told that its sometimes ok and it is not needed respectively.

Interpretation
This question is aimed at understanding how the customers feel about playing music inside the store. The highest numbers of respondents have answered that they are feeling good in playing music. Playing music inside the store makes the staffs also to work enthusiastically. It also makes the customers comfortable in buying the products.

PESIT, Bangalore

Page 57

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

8. The store layout at this store makes it easy for customers to find what they need TABLE 2.9 scale Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree GRAPH 2.9
Strongly agree 9 7 9 17 agree neither agree nor disagree disagree

frequency 17 58 9 7 9

Percentage (%) 17 58 9 7 9

CUMULATIVE PERCENTAGE

17 75 84 91 100

58 strongly diagree

Analysis
From the above table and the pie chart it can be depicted that the store layout at the store makes it easy for customers to find what they need. 58% of respondent are agree with this statement, 7% are
disagree, 9% are uncertain, and 17% are strongly agree.

Interpretation
BIG BAZAAR has modern-looking and hi-tech equipments system that clearly shows customer, the product they want. They have well designed system. The highest numbers of respondents have

answered that they agree that store layout makes them easy to find what they need. Store layout map has been displayed at each floor and at the customer lift.

PESIT, Bangalore

Page 58

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

9.Staff communicate in a language that you understand. TABLE 3. 0 scale Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree GRAPH 3.0
strongly diagree disagree neither agree nor disagree agree Strongly agree 0 0 9 7 67 Series1

frequency 17 67 7 9 0

Percentage (%) 17 67 7 9 0

CUMULATIVE PERCENTAGE

17 84 91 100 100

17
20 40 60 80

Analysis
From the above table and the bar chart it can be depicted that the Staff communicate in a language that customers understand. As 17% of respondent are strongly agree with this statement, 67% are
agree and 7% are uncertain.

Interpretation
According to survey, it has been judged that staff of BIG BAZAAR communicates in a language, which can be easily understood by the customer. The highest number of respondents have agreed the above statement.

PESIT, Bangalore

Page 59

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

10.Staff were courteous throughout. TABLE 3.1 scale Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree GRAPH 3.1
strongly diagree 0 disagree 6 neither agree nor agree Strongly agree 0

frequency 16 55 23 6 0

Percentage (%) 16 55 23 6 0

CUMULATIVE PERCENTAGE

16 71 94 100 100

23 55 16 20 40 60

Series1

Analysis From the above table and the bar chart it can be depicted that the Staff were courteous throughout.
According to research 55% of people feel that Employees of BIG BAZAAR are very much courteous throughout. Others rate at it as 6% disagree , 23% as is neutral , and 16% as strongly agree .

Interpretation
This question is aimed at understanding how the customers feel about the staffs. The highest numbers of respondents have agreed with the above statement. It has been depicted that the staffs were kind and polite with them.

PESIT, Bangalore

Page 60

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

11. Do you have a T24 SIM?

TABLE 3.2 scale frequency Percentage (%)


CUMULATIVE PERCENTAGE

yes no GRAPH 3. 2

71 29

71 29

71 100

no

29 Series1

yes 0 20 40 60

71 80

Analysis
From the above table and the bar chart it can be depicted that most of the customers use T24 SIM.
According to the survey, most of the customers use T24 SIM i.e., about 71% of the customers use T24 SIM and about 29% of the customers do not use the SIM.

Interpretation
This question is aimed at understanding how many customers use T24 SIM. The highest numbers of respondents have answered YES to the above statement. The company can introduce more attractive plans in order to attract more customers.

PESIT, Bangalore

Page 61

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

12.How were you informed about T24? TABLE 3.3 scale frequency Percentage (%) 50 32 18
CUMULATIVE PERCENTAGE

By advertisement 50 By a member of T24 32 By a friend 18 /relatives GRAPH 3.3


0 18 50 32

50 82 100

by advertisement
by a member of T24 by a friend or relative

Analysis
From the above table and the pie chart it can be depicted that half of the customers were informed about T24 SIM by advertisement i.e., 50% of respondents are aware about T24 through advertisement. 32% of the respondents are aware through a member of T24 and 18% of the respondents have been informed through friends/relatives.

Interpretation
This question is aimed at understanding how customers were informed about T24 SIM. The highest number of respondents answered that they were informed through TV, Radio, newspaper, magazine etc .

PESIT, Bangalore

Page 62

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

13. If advertisements, through which media were you informed? TABLE 3.4 scale Print ad Radio/TV Visual merchandising leaflet GRAPH 3.4 frequency 22 14 44 20 Percentage (%) 22 14 44 20
CUMULATIVE PERCENTAGE

22 36 80 100

leaflet
visual mercandizing radio/tv print 0 10 20 30 40 50 Series1

Analysis
From the above table and the pie chart it can be depicted that most of the customers were informed about T24 SIM through visual merchandising. According to the survey, respondents agree that advertisement like visual merchandising have created more awareness in the minds of the people i.e., 44% of the customers agree that they are informed about T24 through visual merchandising 22% and 20% of the respondents are aware about T24 through print ad and leaflet.

Interpretation
This question is aimed at understanding how customers were informed about T24 SIM. the highest number of respondents has answered through visual merchandising.

PESIT, Bangalore

Page 63

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

14 .how do u rate t24 service at BIG BAZAAR? TABLE 3.5 scale Excellent Good Average Fair Poor frequency 10 57 13 20 0 Percentage (%) 10 57 13 20 0
CUMULATIVE PERCENTAGE

10 67 80 100 100

GRAPH 3.5
poor fair average 20

13
57 10 0 10 20 30 40 50 60

Series1

good
Excellent

Analysis
From the above table and the pie chart it can be depicted that most of the customers feel good about the T24 service provided at BIG BAZAAR .According to my analysis, employees in BIG BAZAAR give prompt service with respect to T24. Among the total respondents agreed respondents rate 13% as average, 57% as good, 20% fair & 10% excellent.

Interpretation
The highest number of respondents have rated that customer services at T24 is good and satisfying .the company should introduce more attractive plans in order to attract more customers.

PESIT, Bangalore

Page 64

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

15.Do you have PAYBACK loyalty card? TABLE 3.6 scale yes no GRAPH 3.6 frequency 52 48 Percentage (%) 52 48
CUMULATIVE PERCENTAGE

52 100

no yes 46 48

48 52 50 52 54 Series1

Analysis
From the above table and the bar chart it can be depicted that most of the customers use PAYBACK loyalty card. According to the survey, most of the customers have PAYBACK loyalty card i.e., about 52% of the customers PAYBACK loyalty card and about 48% of the customers do
not have.

Interpretation
This question is aimed at understanding how many customers use PAYBACK loyalty card. The highest numbers of respondents have answered YES to the above statement. This loyalty program has helped the company to retain the existing customers and form the above statement it can be understood that most of the customers are benefiting from PAYBACK loyalty program.

PESIT, Bangalore

Page 65

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

16. If yes, how do you rate the payback loyalty programme at BIG BAZAAR? TABLE 3.7 scale Excellent Good Average Fair Poor frequency 7 21 60 8 4 Percentage (%) 7 21 60 8 4
CUMULATIVE PERCENTAGE

7 28 88 96 100

GRAPH 3.7
poor fair average good Excellent 0 7 20 40 60 80 21 4 8 60 Series1

Analysis
From the above table and the bar chart it can be depicted that most of the respondents agree with
this statement. According to my analysis, employees in BIG BAZAAR give prompt service with respect to T24. Among the total respondents agreed respondents rate 13% as average, 57% as good, 20% fair & 10% excellent.

Interpretation
This question is aimed at understanding what does the customers think about the PAYBACK loyalty card. The highest numbers of respondents have rated average about the PAYBACK loyalty program. The company have to improve its loyalty program in order to retain its customers.

PESIT, Bangalore

Page 66

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

17. Customers are not made to wait to redeem and add their payback points for long time. TABLE 3.8 scale Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree GRAPH 3.8
strongly diagree disagree neither agree nor disagree agree Strongly agree 0 9 10 20 30 40 50 60 12 26 1 52 Series1

frequency 9 26 12 52 1

Percentage (%) 9 26 12 52 1

CUMULATIVE PERCENTAGE

9 35 47 99 100

Analysis
From the above table and the bar chart it can be depicted that most of the respondents disagree with this statement. After analysing this statement I found that most of the respondents agreed i.e. 52% respondents disagreed. Also found that 26% were neutral with this statement and 12% were committed with agree. Hence BIG BAZAAR needs little improvement at the customer service desk.

Interpretation
When you have a problem, BIG BAZAAR shows little interest in solving it. Customers are made to wait for the long time for redemption of payback points at the Customer Service Desk at the peak hours. CSD should have more staffs in order to reduce the waiting time of the customers for the PAYBACK points redemption.

PESIT, Bangalore

Page 67

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

18.Which of the following service have you used most frequently? TABLE 3.9 scale Home delivery Gift wrapping exchange alteration Baggage counter helpline GRAPH 3.9
helpline baggage counter Alteration Exchange gift wrapping Home delivery 0 5 6 20 7 13 30 24 10 15 20 25 30 35 Series1

frequency 24 30 13 7 20 6

Percentage (%) 24 30 13 7 20 6

CUMULATIVE PERCENTAGE

24 54 67 74 94 100

Analysis
From the above table and the bar chart it can be depicted that, 30% of the respondents use gift wrapping most frequently, 24% of the respondents use home delivery, 20 % of the respondents use baggage counter whereas 13%, 7%, 6% of respondents use exchange, alteration and helpline respectively.

Interpretation
This question is aimed at understanding the services that the customers use most frequently. The highest number of respondents has answered gift wrapping as most frequently used services . More number of staffs should be there at CSD to attend more number of customers during festivals and other events.

PESIT, Bangalore

Page 68

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

19. Was your experience with customer service at our store better than you expected it to be, worse than you expected it to be, or about what you expected it to be? TABLE 4.0 scale Much better Somewhat better Slightly better About what was expected Slightly worst Somewhat worst Much worst GRAPH 4.0
Much worse somewhat worse Slightly worse about what was expected Slightly better somewhat better Much better 0 0 1 9 20 27 30 13 5 10 15 20 25 30 35 Series1

frequency 13 30 27 20 9 1 0

Percentage (%) 13 30 27 20 9 1 0

CUMULATIVE PERCENTAGE

13 43 70 90 99 100 100

Analysis
From the above table and the bar chart it can be depicted that, 30% of the respondents experience with service at the store was somewhat better, 27% of respondents feel the service was at average and 20% of the respondents have experienced service about what was expected.

Interpretation
This question is aimed at understanding how customers felt about the services provided at BIG BAZAAR. The highest number of respondents has answered somewhat better about the experience at BIG BAZAAR. BIG BAZAAR should improve the service provided to the customers.

PESIT, Bangalore

Page 69

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

20.Overall, how would you rate customer service of BIG BAZAAR? TABLE 4.1 scale Excellent Good Average Fair Poor frequency 8 70 19 3 0 Percentage (%) 8 70 19 3 0
CUMULATIVE PERCENTAGE

8 78 97 100 100

GRAPH 4.1
poor fair average good Excellent 0 8 20 40 60 80 0 3 19 70 Series1

Analysis
From the above table and the bar chart it can be depicted that, employees in BIG BAZAAR give prompt service. Among the total respondents agreed respondents rate 19% as average, 70% as good, 3% fair & 8% excellent.

Interpretation
This question is aimed at understanding how customers felt about the overall services provided at BIG BAZAAR. The highest number of respondents has rated good about the overall service provided at BIG BAZAAR. I as a researcher, can identify the improvement areas in operations at BIG BAZAAR.

The staff should clean the store regularly so that customer feels hygienic in the store. The staffs should increase the performance of services faster .

PESIT, Bangalore

Page 70

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

FINDINGS AND CONCLUSION

PESIT, Bangalore

Page 71

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

FINDINGS
BIG BAZAAR is undoubtedly number one retailer in India. It has built very emotional & cordial relationship with its customers. Cleanliness and hygienic environment is also the major concern for BIG BAZAAR. Management needs to be focus on it. According to research I found that most of the people were affected & attracted with offers and schemes. So, BIG BAZAAR should employ those people who are well trained to provide information to customer regarding new things to enhance its customer services. Customers choose malls to shop because they all want variety and brands. According to customers it is economical as compared to other places. From the research I found out that customers are made to wait for redemption of payback card for the long time

The billing process is very slow at BIG BAZAAR and customers are made to wait in the queue for the long time

From the research I found out that the complaints of the customers are not handled properly by the staffs.

From the research I found that there are very less staffs at the CUSTOMER SERVICE DESK in order to provide services such as handling complaints, gift wrapping, exchanging products, PAYBACK redemption, staff announcement etc.

From the research I found that BIG BAZAAR provides poor quality of products.

PESIT, Bangalore

Page 72

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

RECOMMENDATIONS
Retail business is successful only when they have a good customer services. Customer loyalty can only be gain by providing good or satisfied services to the customers. Most respondents take on the spot decision of buying different products because of the various attractive products displays. So pretty combination with good services should be done to retain customers. Quality plays a major role because most respondent said that they want a quality product and thats also the one of the reaso n for most of the respondents sticking to particular brand. Customers are very price conscious they are having many options in the market. The following steps should opt: Should follow more of high low pricing rather than everyday low pricing. Should go for a weekly coupon system as it holds more of the loyal customers. Should provide good customer services so that customer likes to visit again. There should be a proper assortment of various product categories. Proper training should be provided to the customer so that they can deal with customer efficiently. Various offers can be provided to them to attract new customers. Quality in product should be reached up to mark. The customers complaints have to be properly handled. The billing process and the redemption process have to be faster in order to retain the customers to utilise the loyalty programs. Advertising is the basic and most prominent tool to increase the awareness of product. So, BIG BAZAAR should use this tool to increase their share in the market.

PESIT, Bangalore

Page 73

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

CONCLUSION
As most of the retail industries did market research before entering into market. Same thing was done by BIG BAZAAR. Location, market, consumer perception analysis was done by BIG BAZAAR. BIG BAZAAR, a part of future group is a hypermarket offering a huge array of goods of good quality for all at affordable prices. BIG BAZAAR with over 140 outlets in different part of India is present in both the metro cities as well as in small towns. BIG BAZAAR can attract more customers by different variety and assortments. They can improve customer satisfaction by improving the home delivery services We can conclude that BIG BAZAAR is one of the major retail industries in India. Working environment is good and also the various facilities are provided to increase the customer services. There exist a healthy & strong relationship between employees and managers. The employees accept their responsibility wholeheartedly and perform the services in well manner that satisfied the customers. Advertising is the basic and most prominent tool to increase the awareness of product. So, BIG BAZAAR should use this tool to increase their share in the market.

PESIT, Bangalore

Page 74

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

BIBLIOGRAPHY
Internet web sites 1 bigbazaar.co.in 2 literature review on bigbazaar.com 3 retail seminar. in 4 organizedretail.co.in 5 google.com 6 www.futuregroup.com

References 1. Philip Kotler, marketing management,

(Pearson education, 12thedition) 2. Naresh Malhotra marketing research (An applied orientation), Research design,

PESIT, Bangalore

Page 75

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

QUESTIONNAIRE
Respected Sir/Madam I am student of PES INSTITUTE OF TECHNOLOGY, conducting survey on CUSTOMER SATISFACTION
WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR. All the data will be kept confidential

and will be used just for analysis of the project. I request you to tick the option which in your opinion believes to be true.
Gender: Male Age: 18-28 female 28-38 38-48 48-58 58-78

1) How frequently do you visit BIG BAZAAR? a) Twice in a week c) During Special offers 2) During which offer you shop most? a) Wednesday bazaar b) Monthly Bachat Bazaar c) Weekend offers b) Once in a month d) whenever the need arises

3) Are you happy with the location of BIG BAZAAR? a) Yes b) No

4) The staffs available in a timely manner. a) Strongly agree d) Disagree b) agree e) strongly disagree c) neither agree nor disagree

5) The Staff greeted you and offered to help you a) Strongly agree d) Disagree b) agree e) strongly disagree c) neither agree nor disagree

6) Your complaints are constructively handled a) Strongly agree d) Disagree b) agree e) strongly disagree c) neither agree nor disagree

7) How do you feel about playing music inside the store while you are shopping? a) It must b) good, can be played c) sometimes ok d) it is not needed

8) The store layout at this store makes it easy for customers to find what they need a) Strongly agree d) Disagree b) agree e) strongly disagree c) neither agree nor disagree

PESIT, Bangalore

Page 76

CUSTOMER SATISFACTION WITH THE SERVICES AND LOYALTY PROGRAMS OF BIG BAZAAR

9) Staff communicate in a language that you understand.

a) Strongly agree d) Disagree

b) agree e) strongly disagree

c) neither agree nor disagree

10) Staff was courteous throughout. a) Excellent b) good c) average d) fair e) poor

11) Do you use T24 SIM? a) YES b) no

12) How were you informed about T24? a) Advertisement b) by a member of T24 c) by friend/relative d) others

13) If advertisement, through which media were you informed? a) Print b) radio/TV c) visual merchandizing d) leaflet 14) How do you rate T24 service at BIG BAZAAR? a) Excellent b) good c) average d) fair e) poor

15) Do you have payback loyalty card? a) Yes b) no

16) If yes, how do you rate the payback loyalty programme at BIG BAZAAR? a) Excellent b) good c) average d) fair e) poor

17) Customers are not made to wait to redeem and add their payback points for long time. a) Strongly agree d) Disagree b) agree e) strongly disagree c) neither agree nor disagree

18) Which of the following service have you used most frequently? a) Home delivery c) Exchange e) Helpline f) Alteration 19) Was your experience with customer service at our store better than you expected it to be, worse than you expected it to be, or about what you expected it to be? a) Much better c) Slightly better e) Slightly worse g) Much worse 20) Overall, how would you rate customer service of BIG BAZAAR? a) Excellent b) good c) average d) fair e) poor b) somewhat better c) about what was expected f) somewhat worse b) gift wrapping d) baggage counter

PESIT, Bangalore

Page 77