ABSTRACT

Research in common man’s language refers to a search for knowledge.

One can also define research as a scientific and systematic search for pertinent
information on a specific topic, in fact research is an art of scientific
investigation.

Research is done to gain familiarity with a phenomenon event /

product / service or to determine the frequency with which something occurs,
with which it is associated with something else: or to test a hypothesis of
casual relationship between variables.

In short customer perception research is the objective and formal

process of systematically obtaining, analyzing and interpreting the data for
actionable decision making in customer perception towards an organization
(Big Bazaar, in my Study).

The basic objective of this study is to analyze the customer

perception towards Big Bazaar in Vijayawada, Andhra Pradesh. Research was
carried out for Vijayawada customers who were main targets for this study.
Customers ware asked about their perception towards Big Bazaar.

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CHAPTER-1
 INTRODUCTION
 NEED FOR THE STUDY
 OBJECTIVES OF THE STUDY
 LIMITATIONS OF THE STUDY

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 INTRODUCTION

Marketing is fast moving and exciting activity in everybody activates. The sellers, distributors,
advertising agencies, consultants, transporters, financers, store agencies and every one as a counter are
part of the marketing system. Any exchange process be it consumer, goods, intermediary goods, services
of ideas, comes under the preview of marketing. It is very often regarded that the development of
markets and marketing is synonymous with the economic development of account. Through marketing
is an age-old activity: it has developed recently as an action discipline. In the ever-growing corporate
world, marketing is being regarded as a crucial element for the success of an Enterprise.

The marketing discipline is undergoing fresh reappraisal in the light of the vast global,
Technological, economic and social challenges facing today’s companies and countries.
Marketing at its best is about value creation and raising the world’s living standards.
Today’s winning companies are those who succeed most in satisfying, indeed delighting
their target customers.

As quoted by P.P.Drucker “Marketing is so basic that it cannot be considered a separate

function. It is whole business seen from the point of view of its final result, that is, from the customer’s
point of view. Business success is not determined by the producer but by the customer”.

Phillip Kotler has therefore defined marketing as “It is a social and managerial process by
which individuals and groups obtain what they need and want through creating, offering and
exchanging products of values with others”. Many Indian companies espouse a satisfied customer
philosophy and describe marketing as customer-satisfaction engineering. Since the economy in this
country has changed from a primary condition of scarcity to gradual and steady stage of affluence,
largely giving consumers the opportunity to choose among many varied alternatives, satisfaction has
become a major concern of business.

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MARKETING MANAGEMENT

“Marketing is a set of human activities directed at facilitating and consuming hangs” the essence
marketing is exchange of products and the transaction satisfies human needs and want. Marketing
manager mange demand by carrying out marketing Research, Planning, Controlling and implementing
the marketing activities. With in marketing planning, marketers must make decisions on market
positioning, pricing, distribution channels, product development.

MARKET POSITIONING

Arranging for a product to occupy a clear distinctive and desirable place relative to competing
products are in the minds of the customers.

MARKET PLANNING

The specific purpose of the market planning is to guide and facilitate the marketing activities,
marketing planning synonymous with overall business planning.

MARKET DEVELOPMENT

A strategy for a company growth by identifying new market for current company’s products.

MARKET LEADER

The firm in an industry with the largest market share, it usually leads other firms in price changes,
new product introduction, distribution coverage and promotion spending.

MARKET CONCEPT

Only the marketing concept is capable of keeping the organization free from marketing myopia.
Marketing concept holds that the key to achieving organizational goals consists of being more effective
than competitions in integrating marketing activities towards determining and satisfying the needs and
wants of target markets.

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MARKETING CONCEPTS ON 4 PILLARS

 Target market
 Consumer needs.
 Integrated marketing

Target Market

No company can operate in ever market and satisfy every need. Nor can it always do a good job
within one broad market. Companies do well when they target markets carefully and prepare a tailored
market in program. For example, your target markets may be college-going student or a working
professional.

Consumer Needs

A company can define its target market but fail to fully understand that consumers needs. For
instance college-going students look for aesthetic appeal in a wristwatch. The company may not
understand that, they want impress their friends while wearing a wristwatch. Many companies give more
preference the durability of the product and less preference to design, which leads to failure. A
responsive market finds a stated need or consumers fill it; a creative marketer discovers and produces
solutions that consumers did not ask but to which they enthusiastically respond.

INTEGRATED MARKETING

When all company’s department’s work together to serve to consumer’s interest, the result is
integrated marketing takes place on two levels first, the various marketing functions-sales force,
advertising, and product management, marketing research and so on must work together. Too often the
sales force is angry with the product manager for setting high price of a high price of a high volume of
target sales.

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 Or the advertising director and a brand manager cannot agree on an advertising comparing. All
these must be coordinated from the consumer’s point of view. Second, marketing must be well
coordinated with their company department.

Profitability

The ultimate purpose of the marketing concept is to help organizations achieve to their goals. In
the case of the profit firms, the major goal is profit; in the case of non-profit and public organizations, it
is surviving and attracts enough funds to perform their work. If one offers superior product quality &
business integrity, high profit, market share and growth will follow.

NEED FOR THE STUDY

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

SCOPE OF THE STUDY

Big bazaar having five branches in Vijayawada. My Scope is limitation to one Branch. The
scope of the study is to identify the Consumer perception towards big bazaar. It is aimed at enlightening
the company about different steps to be taken up to increase the share of big bazaar with regard other
competitors and also to make the company to provide better customer services.

The scope of the study is only confined to the area covered under Vijayawada and only confined
in studying about the consumer perception towards big bazaar.

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OBJECTIVES OF THE STUDY

The project is mainly under taken to find out what an extent consumer perception towards the
Big Bazaar.

 To find out the mode by which the customers became aware of retail industry of the Big Bazaar.

 To find out what influenced their purchase.

 To determine the quality aspect of Big Bazaar.

 To determine the customer level of satisfaction with Big Bazaar.

 To know the opinion of the respondents about the products.

 To analyze the customer perception about the price of the Big Bazaar products.

 To know the suggestion by customers of the Big Bazaar.

LIMITATIONS of the study

Just like any product, which is doing well in the market, having good figures, goods package,
goods quality and it is from branded company. With all these futures, we can’t say it is flow less, every
product has its own limitation whether a good or a bad one.

In the same way, how much ever effort a student puts into a project it will have one or the other
limitation. The limitations of my project are.

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  The time period was limited and had to be carried out within s limited time.

 The study depends on the mood of the respondents while filling the questionnaire, with regard to
Big Bazaar products.

 The opinion, problem, suggestions of these respondents are considered as that of whole Indian
consumers.

RESEARCH METHODOLOGY
Definition:
Research is the systematic investigation of fact that seeks to establish relationship
between two phenomenons.

Research Design:

A Research design is arrangement of conditions for the collection. And analysis of the data in a manner
that aims to combine relevance to the research purpose with economy in processor. If it is frame work of
plan that guides the collection and analysis of data. The research design is the conceptual structure with
in which research or study is concerned. It may be said to be blue print for the collection, measurement
and analysis of data.

Type of Study : Description

Method of Study : Survey method

Data collection Mode : (a) Questionnaire (Structured)

(b) Interview (Structured)
(c) Observation.

Target Population : Men and women with the different age groups in

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 Big bazaar.

Sampling Unit : Students, Businessmen, and Employees.

Sampling Size : 100 Customers.

Sampling Area : Big Bazaar.

Sampling Methods : Stratified Random Sampling.

Types of Research:

1). Exploratory Research Design:

The Exploratory Research Design was used at the preliminary fall for classifying concepts. This
preliminary research was conducted through survey of literature Related to Bib Bazaar, coupled with the
opinion and knowledge of Experts of the file.

2). Descriptive Research Design:

Descriptive Research was then used for describing the characteristics of the Population under the study
and the frequency with which something occurs.

DATA COLLETION METHOD:

From this study the information has been gathered from following sources:

1. Primary Data
2. Secondary Data
1. PRIMARY DATA
Primary data is to be collected by the concerned project researcher with relevance to his
problem. So the primary data is original in nature and is collected first hand.
Collection of primary data

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 There are several methods of collecting primary data particularly in surveys and
descriptive researches. Important ones are as follows:
1. Observation Method
2. Interview Method
3. Questionnaire
4. Schedules and
5. Other methods which include
 Warranty needs
 Distributor audits
 Pantry audits
 Consumer panels
 Using mechanical devices
 Through projective techniques
 In depth interviews and

1) OBSERVATION METHOD:
It is the most commonly used methods especially in studies relating to behavioral
sciences. This method implies the collection of information by way of investigators own
observation, without interviewing the respondents. The information obtained relates to what is
currently happening and is not complicated by either the past behavior or future intentions or
attitudes of respondents.
2) INTERVIEW METHOD
The interview method of collecting data involves presentation of oral, verbal stimuli and
reply in terms of oral-verbal responses. This method can be used through personal interview and,
if possible, through telephone interview.
Personal Interview
The method of collecting information through personal interview is usually carried out in
a structured way. As such we call this interview as structured interviews. Such interviews involve
the use of a set of predetermined questions and of highly standardized techniques of recording.
Thus, the interviewer in a structured interview follows a rigid procedure laid down, asking
questions in a given format and the order prescribed. As against it, the unstructured interviews

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 are characterized by flexibility of approach to questioning. Unstructured interviews do not follow
a system of pre-determined questions and standardized techniques of recording information.

3) QUESTIONNAIRE
The researcher and the respondents do come in contact with each other if this method of
survey is adopted. Questionnaires are mailed to the respondents with a request to return after
completing the same. It is the most extensively used method in various economic and business
surveys & research. Questionnaire to be used must be prepared very carefully so that it may
prove to be effective in collecting the relevant information.

Structured questionnaire
Using structured questionnaire method, which contains close-ended questions, collected
the primary data with respect the problem chosen. The questions have some options, from which
the respondents have to choose a choice. As the answers lie within a specified range they are
called close-ended questions.
Open-ended questions are those questions where no choices are given to respondents and
respondents are free to express their choice or answer.
The following sampling method was used.

Sampling:
A non-probability conclusive sampling method was used in the study for data collection.

Sample size:
The sample was taken from the universe on random sampling basis in Vijayawada. The
sample size designed for this project is 100 keeping in mind the paucity of time and also the
customer base of the organization in the research area.

Research Methodology

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 A structured questionnaire was prepared and presented to the respondents and related
questions were asked. Questionnaires mainly contained close-ended questions and a few open
ended questions, to identify the reasons for customers satisfaction & their dissatisfaction.

Secondary data
It is the data already existing, which has gone through some standard analysis. Under the
secondary data, the company’s annual reports, brouchers, pamphlets, newspapers, journals and
internet were taken into consideration.

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 CHAPTER-2

THEREOTICAL FRAMEWORK

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 INTRODUCTION TO CUSTOMER SATISFACTION

Customer satisfaction is one of the main objectives of any organization. Every organization tries to
know the customer satisfaction about their products. So a study on customer satisfaction helps the
organization as well as me to gain a vast knowledge over the real world tastes and preferences of
customer

Whether the buyer is satisfied after purchase depends on the offers performance in relation to the
buyer’s expectations. In general satisfaction is a person’s feelings of pleasure or disappointment
resulting from comparing a products perceived performance in relation to his or her expectations.

As this definition makes clear, satisfaction is a function of perceived performance and expectations. If
the performance falls short of expectations, the customer is dissatisfied. If the performance matches the
expectations, the customer is satisfied. If the performance exceeds expectations, the customer is highly
satisfied or delighted.

Many companies are aiming for high satisfaction because customers who are just satisfied still find it
easy to switch when a better offer comes along. Those who are highly satisfied are much less ready to
switch. High satisfaction or delight creates an emotional bond with the brand, not just a rational
preference. The result is high customer loyalty. Xerox’s senior management believes that a very satisfied
or delighted customer is worth 10 times as much to the company as a satisfied customer. A very satisfied
customer is likely to stay with Xerox many more years and buy more than a satisfied customer will.

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How do buyers form their expectations? From past buying experience, friends and associates advice and
marketers and competitors information and promises. If marketers raise expectations too high, the buyer
is likely to be disappointed, For example, Holiday Inn ran a campaign a few years ago called ‘No
Surprises’ Yet hotel guests still encountered a host of problems, and Holiday Inn had to withdraw the
campaign. However, if the company sets expectations too low, it won’t attract enough buyers (although
it will satisfy those who do buy).

Some of today’s most successful companies are raising expectations and delivering
performances to match. These companies are aiming for TCS- total customer satisfaction. Xerox for
example, guarantees ‘total satisfaction’ and will replace at its expense any dis satisfied customer’s
equipment within a period of three years after purchase. Cigna advertises “Well never be 100% satisfied
until you are, too.” And one of Honda’s ads says: “One reason our customers are so satisfied is that we
aren’t.” Nissan invites potential infinity buyers to drop in for a “guest drive” (not a “test drive”) because
the Japanese word for customer is “honored guest.” Look at what high satisfaction can do

Saturn In the late 1980s, Saturn (General Motors’ newest car division) changed the whole buyer – seller
relationship with a New Deal for car buyers There would be a fixed price (none of the traditional
haggling); a 30-day guarantee or money back; salespeople on salary, not on commission (none of the
traditional hard sell). Once a sale is made, the sales staff surrounds the new owner for commemorative
photo, with everyone smiling. The company’s fifth anniversary celebration at the Tennessee
headquarters was attended by more than 4000 Saturn from all across the country. Said Saturn’s president
“Saturn is more than a car it’s a whole new way of doing things, of working with our customers and with
one another.”

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A customer’s decision to be loyal or to defect is the sum of many small encounters with the company.
Consulting firm Forum Corporation says that in order for all these small encounters to add up to
customer loyalty, companies need to create a “branded customer experience”. Here’s how Canadian
Pacific Hotels, a chain with 27 properties, did just that.

1.2.1 Assuring Customer Satisfaction:

"Those who enter to buy, support me. Those who come to flatter, please me. Those who complain, teach
me how I may please others so that more will come. Only those who hurt me are displeased but do not
complain. They refuse me permission to correct my errors and thus improve my service." - Marshall
Field.

The attitude of the professional is summed up in this statement. It establishes the customer as the person
to whom you are responsible. Customers support you; therefore, they deserve VIP treatment.

When your customers are happy, you are happy. When they complain, you are unhappy, but you
examine the complaint calmly and see it as an opportunity to learn as well as satisfy their needs. The
quote echoes the fear that customers will not vocalize their dissatisfaction, but instead take their business
elsewhere.

In the old days, It used to be, "The Sale Begins When the Customer Says...NO," but that's a
totally Inappropriate attitude to embrace in today's customer-driven business environment.

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1.2.2 Keeping Your Customers Happy

Since your first concern is customer satisfaction you should be aware of some emotional stumbling
blocks in your path: selective perception, user error and buyer's remorse.

Selective perception is the process in which a person sees only selected details from the entire picture.
This attention to detail is sometimes petty. For example, a customer may have a new copying machine
that works like a charm, but he is irritated by the sound of the motor. He focuses only on what is wrong
rather than what is right.

This occurs because buyers expect their purchases to be perfect. Regardless of the purchase price, they
figure that for what they spent, they deserve perfection. When you encounter someone who practices
selective perception, evaluate the situation to determine if the complaint is reasonable or exaggerated.

If it is exaggerated, try to resolve the problem by pointing out benefits and features that compensate. Put
the negative detail in a different perspective for your client so that it becomes one small part of the total
picture.

Many sales involve the installation of a new system or piece of equipment, and the buyer or their
employees must be trained to use it. Their successful use of the equipment depends upon the
effectiveness of the training, and it is imperative that the salesperson follows through after the training
period to make sure the client uses the purchase properly.

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It is not uncommon for people to forget 75 percent of what they hear after two days. This can cause
"user error", which will significantly affect the outcome of your test and may prevent your client from
reaching his success criteria.

Often a client will be unhappy about a purchase and not realize that it is due to improper operation. The
more complex something is, the more training it requires using it properly. In the interest of
implementing the product quickly, users may settle for incomplete training or become sloppy in their
application of good training. In any case, look for user error whenever a success criterion is not reached.

"Buyer's remorse" refers to the regret that a buyer feels after making a purchase. It could be caused by
selective perception, user error, or the client's error. Whatever the reason, the full benefits of the product
are not realized.

Buyer's remorse can also be caused by the economics of the purchase: until the benefits prove
themselves to be cost effective, a buyer regrets having made the purchase. It is the responsibility of the
salesperson to assuage these fears by assuring the client that his investment is wise and sound. Reiterate
some of the selling points that convinced him to buy it originally, present data, and put him at ease.

1.2.3 Handling Customer Complaints

Whether your customer's complaint is legitimate or not, follow it up with a service call. Whenever
possible, do it personally instead of sending someone from the customer service department. It provides
the personal service that your customer appreciates and it may obviate the need for a technician or
serviceman to call. As an alternative, both of you can go together to handle customer complaints. Keep
the following guidelines in mind:

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1. Don't procrastinate making the call.

Often the problem is not as serious as it sounds. Some customers "read the riot act" when they call about
a complaint. A delay in responding will only irritate your client more.

2. Admit mistakes and apologize.

Just because you made the sale does not mean you can become defensive about your company, product
or service. Even the most reputable companies make mistakes and have problems with their products.
You may want to restate the customer's complaint to show that you are listening and have an
understanding of the problem.

3. Show compassion for your customer.

Whether the complaint proves to be true or false, show your customer that you are concerned and will
investigate the problem immediately. Help the customer calm down by saying, "I can understand why
you feel the way you do."

4. Actively listen to your customer's complaint.

Talking will make him feel less anxious about it. Let your customer "vent" his feelings before you react
to the situation. Be sympathetic and encourage the customer to "blow up." Afterward, he'll feel better;
this means he'll be in a better frame of mind.

5. Don't pass the buck to your company or someone else within it.

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This may take the blame off you, but it undermines the integrity and organization of the company, and
your customer will lose confidence in your firm.

1.2.4 Maintaining Customer Satisfaction

The philosophy behind maintaining your customers is simple; now that you have them, maintain them.
When you consider the amount of time and money invested in them, you cannot afford to lose them.
This investment goes beyond your personal expenditures. It also includes your firm's advertising and
marketing costs to reach that particular market segment. Your customers, therefore, should be treated as
if the life of your business depended on them - which it does!

1.2.5 15 Ways to Keep Your Customer Satisfied

1. Show them that you think of them.

Send them helpful newspaper clippings or articles, cartoons related to their business and "Here's an idea
I thought you'd enjoy" notes. Send your clients Christmas/New Year's cards, birthday cards, and thank
you notes.

2. Drop by to show them new products and brochures and offer additional services.

Always make an appointment before making your call! Respect your clients' time as you do your own.

3. Offer a sample gift to enhance the use of your product.

See how they are utilizing your product or service and suggest other ways that they can benefit from it.
They may not be realizing its full potential.

4. Offer "customer discounts" on new products or services to encourage additional business.

5. When new employees are hired, offer to train them free of charge in the use of your product.

6. Repay or compensate them for lost time or money caused by problems encountered with your
product.

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If you pinch pennies, your customer may do the same.

7. Be personal.

Record details about your client's life and enter these in your file. It's so much nicer to say to someone,
"How is Bob?" rather than, "How's your husband?"

8. Tell the truth.

Lies have a way of coming back to haunt you.

9. Accept returns without batting an eyelash.

In the long run, they are much less expensive than finding a new customer.

10. Be ethical.

Keep all your information about the account confidential.

11. Be certain that your company follows through on its commitment.

This includes delivery, installation, packaging, and so on.

12. Show your appreciation for their referrals by reporting back to them on the outcome.

13. If your company has a newsletter, obtain permission from your successful clients to write about them
in it.

14. Keep track of their results with your product and meet periodically to review the entire picture (their
business, industry, trends, competition, etc.)

15. Keep the lines of communication forever open.

As in any relationship, you must be able to exchange grievances, ideas praises, losses, and victories.

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What all of this comes down to is that you should be willing to "go the extra mile" for your accounts.
They extra effort you expend now will be repaid handsomely in the future.

The bottom line in maintaining your clients is service, service and more service. Be there for your
customers and they'll want to stick with you. If you meet their needs, they'll think twice before switching
to another company, even if they've voiced some serious concerns. "Make new clients, but keep the old.
One is silver and the other gold." Develop the "gold" you have and the silver may take care of itself.

1.2.6 Customer satisfaction measurement:

In the final phase of the project, research findings will be used to build a model of customer satisfaction
management for each customer segment. Ultimately, QIC will be able to give its members an objective
measurement of the industry's quality as perceived by the customer. That overall index will serve as a
benchmark on the state of quality for the P/C industry. Members will also be able to use this information
to determine which areas of product and service performance have the greatest impact on overall quality,
and will be able to target improvement efforts in an informed and efficient manner. For the first time, the
industry as a whole will have addressed customer-perceived value, as other sectors of the U.S. economy
have done.

"Voice of the system" preliminary research results

Surveys and in-depth interviews with industry leaders revealed general agreement that the market is in a
tumultuous state, with pricing very soft for all but the most catastrophic coverage. As revenue thins,
expense concerns rise. Leaders cite inefficiencies in technology and product delivery both within and
across firms. Coupled with this internal change, customer demands and expectations for value and
service continue to evolve.

The senior managers expressed genuine concern for customer-perceived quality and value, as well as the
need to better understand and measure it.

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1.2.7 Customer Satisfaction in 7 Steps

It's a well-known fact that no business can exist without customers. In the business of Website design,
it's important to work closely with your customers to make sure the site or system you create for them is
as close to their requirements as you can manage. Because it's critical that you form a close working
relationship with your client, customer service is of vital importance. What follows are a selection of tips
that will make your clients feel valued, wanted and loved.

1. Encourage Face-to-Face Dealings

This is the most daunting and downright scary part of interacting with a customer. If you're not used to
this sort of thing it can be a pretty nerve-wracking experience. Rest assured, though, it does get easier
over time. It's important to meet your customers face to face at least once or even twice during the
course of a project.

My experience has shown that a client finds it easier to relate to and work with someone they've actually
met in person, rather than a voice on the phone or someone typing into an email or messenger program.
When you do meet them, be calm, confident and above all, take time to ask them what they need. I
believe that if a potential client spends over half the meeting doing the talking, you're well on your way
to a sale.

2. Respond to Messages Promptly & Keep Your Clients Informed

This goes without saying really. We all know how annoying it is to wait days for a response to an email
or phone call. It might not always be practical to deal with all customers' queries within the space of a
few hours.

3. Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. It's
very important to be friendly, courteous and to make your clients feel like you're their friend and you're
there to help them out. There will be times when you want to beat your clients over the head repeatedly
with a blunt object - it happens to all of us. It's vital that you keep a clear head, respond to your clients'
wishes as best you can, and at all times remain polite and courteous.

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4. Have a Clearly Defined Customer Service Policy

This may not be too important when you're just starting out, but a clearly defined customer service
policy is going to save you a lot of time and effort in the long run. If a customer has a problem, what
should they do? If the first option doesn't work, then what? Should they contact different people
forbilling and technical enquiries? If they're not satisfied with any aspect of your customer service,
whom should they tell?

There's nothing more annoying for a client than being passed from person to person, or not knowing
who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of
utmost importance. So make sure your customer service policy is present on your site -- and anywhere
else it may be useful.

5. Attention to Detail (also known as 'The Little Niceties')

Have you ever received a Happy Birthday email or card from a company you were a client of? Have you
ever had a personalized sign-up confirmation email for a service that you could tell was typed from
scratch? These little niceties can be time consuming and aren't always cost effective, but remember to do
them.

Even if it's as small as sending a Happy Holidays email to all your customers, it's something. It shows
you care; it shows there are real people on the other end of that screen or telephone; and most
importantly, it makes the customer feel welcomed, wanted and valued.

6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out

Sometimes this is easier said than done! However, achieving this supreme level of understanding with
your clients will do wonders for your working relationship.Take this as an example: you're working on

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the front-end for your client's exciting new ecommerce endeavor. You have all the images, originals and
files backed up on your desktop computer and the site is going really well. During a meeting with your
client he/she happens to mention a hard-copy brochure their internal marketing people are developing.
As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high-
resolution versions of all the images you've used on the site. A note accompanies it, which reads:

"Hi, you mentioned a hard-copy brochure you were working on and I wanted to provide you with large-
scale copies of the graphics I've used on the site. Hopefully you'll be able to make use of some in your
brochure."

7. Honor Your Promises

It's possible this is the most important point in this article. The simple message: when you promise
something, deliver. The most common example here is project delivery dates.

Conclusion:

Customer service, like any aspect of business, is a practiced art that takes time and
effort to master. All you need to do to achieve this is to stop and switch roles with the customer. What
would you want from your business if you were the client? How would you want to be treated? Treat
your customers like your friends and they'll always comeback.

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COMPANY PROFILE
Big Bazaar is a chain of hypermarket in India. As of June 2, 2012 there are 214 stores across 90 cities
and towns in India covering around 16 million sq.ft. of retail space. Big Bazaar is designed as an
agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including
fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and
leisure and entertainment sections.
Big Bazaar is part of Future Group, which also owns the Central Hypermarket, Brand Factory,
Pantaloons, eZONE, HomeTown, futurebazaar.com, KB's Fair Price to name a few and is owned
through a wholly owned subsidiary of Pantaloon Retail India Limited(BSE: 523574 523574), that is
listed on Indian stock exchanges.
History
Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore,
Bangalore and Vijayawada in 22 days. Within a span of ten years, there are now 161 Big Bazaar stores
in 90 cities and towns across India. By September 2012 BIG BAZAAR will have two more stores in
North east namely SILCHAR and JORHAT in Assam.
Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail
India. Though Big Bazaar was launched purely as a fashion format including apparel, cosmetics,
accessory and general merchandise, over the years Big Bazaar has included a wide range of products
and service offerings under their retail chain. The current formats includes Big Bazaar, Food Bazaar,
Electronic Bazaar and Furniture Bazaar. The inspiration behind this entire retail format was from
Saravana Stores, a local store in T. Nagar, Chennai
The stores are customized to provide the feel of mandis and melas [2] while offering the modern retail
features like Quality, Choice and Convenience. As the modern Indian family's favorite retail store, Big
Bazaar is popularly known as the "Indian Walmart".
On successful completion of ten years in Indian retail industry, in 2011, Big Bazaar has come up a new
logo with a new tag line: ‘Naye India Ka Bazaar’, replacing the earlier one: 'Isse Sasta Aur Accha Kahin
Nahin'. [3]
Strategy

26
3-C Theory
According to Kishore Biyani's 3-C theory, Change and Confidence among the entire population is
leading to rise in Consumption, through better employment and income which in turn is creating value
to the agricultural products across the country. [4] Big Bazaar has divided India into three segments:
India one: Consuming class which includes upper middle and lower middle class (14% of India's
population).
India two: Serving class which includes people like drivers, household helps, office peons, liftmen,
washermen, etc. (55% of India's population) and
India three: Struggling class (remaining 31% of India's population).
While Big Bazaar is targeted at the population across India one and India two segments, Aadhaar
Wholesale is aimed at reaching the population in India three segment. With this, Future Group emerged
as a retail destination for consumers across all classes in the Indian society.

27
Operations

The Big Bazaar Store in Vijayawda.

Most Big Bazaar stores are multi-level and are located in stand-alone buildings in city centers as well as
within shopping malls. These stores offer over 200,000 SKUs in a wide range of categories led primarily
by fashion and food products.
Food Bazaar, a supermarket format was incorporated within Big Bazaar in 2002 and is now present
within every Big Bazaar as well as in independent locations. A typical Big Bazaar is spread across
around 50,000 square feet (4,600 m2) of retail space. While the larger metropolises have Big Bazaar
Family centres measuring between 75,000 square feet (7,000 m2) and 160,000 square feet (15,000 m2),
Big Bazaar Express stores in smaller towns measure around 30,000 square feet (2,800 m2).
Big Bazaar has the facility to purchase products online through its official web page, and offers free
shipping on some of their products.[5]

Values & Cultures

Our Values
We acknowledge that every individual brings different perspectives and capabilities to the team and that
a strong team comes together with a variety of perspectives. What hold them together are the core values
that lay the foundation of this strength. Through the entire chain of Future Group we identify these
values with what is called The Future Group Gene.
 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 & Transparency: To be open and receptive to new ideas, knowledge and information.

28
  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.
We Love to rewrite rules, even as we retain our values.
Culture
We work in an environment where the deadlines are tighter and the jubilations even more exciting. We
like to maintain this energy we've got going on, so we make sure to bring on board exactly the right
people. Everyone here has a range of amazing (and often hidden) talents and creative interests.

29
Study parameters of Big Bazaar – Vijayawada

Big Bazaar is a chain of shopping malls in India currently with 31 outlets, owned by the Pantaloon
Group. The idea was pioneered by entrepreneur Kishore Biyani, the head of Pantaloon Retail India Ltd.
The idea from the very beginning was to make Big Bazaar very comfortable for the Indian customer.
That was Kishoreji’s strength as a retailer. He had a lot of confidence in what he was doing, even though
it defied conventional logic.
Big bazaar is not just another hypermarket. It caters to every need of your family. Where Big Bazaar
scores over other stores is its value for money proposition for the Indian customers. At Big Bazaar, you
will definitely get the best products at the best prices - that’s what they 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 their customers shopping experience.
If one looks at Indian bazaars, mandis, melas, they are environments created by traders to give shoppers
a sense of moment, of event, of place. They provide an inclusive environment where men and women
from all castes, creeds and classes can come and shop at the same place. The founders of Big Bazaar
were from the beginning very clear that they had to reflect the look and feel of Indian bazaars at their
modern outlets, so that no customer would feel intimidated with the surroundings.
In India most of us are not prepared for the consumerism that is setting in this country. We underestimate
how many people are going to fly and that s why our airports get crowded. We underestimate how many
people will speak on the phone for how many billions of minutes and therefore our cell phone networks
are always congested. But the minds responsible for the huge success of Big Bazaar have captured and
understood the force of consumerism that is unfolding.
Big Bazaar’s all over India attract a few thousand customers on any regular day, and a lot more if they
are offering something extra on each buy, which they normally are! And the sales force at Big Bazaar
along with the executives is prepared for them.

30
Objective of Big Bazaar
The central objective for earlier businesses of Big Bazaar w was to bring in stability and
consolidation. They were built to enforce order. However, in the new era where nothing remains
constant, the dominant theme for businesses needs to be speed and imagination.
The new macro-differentiator can be design. Design is helping companies to sell differentiated
experiences and solutions that connect with the consumer’s emotions. It’s no longer about selling
products and services alone. Nor is it just about completing transactions. Every time a customer
walks in, it is an opportunity to build a relationship and invite the customer to become a part of
the transformational scenario. Design management is helping us position the customer at the
center of every decision we take and also operate with true entrepreneurial spirit.

Target customers
Big Bazaar targets higher and upper middle class customers because there has been growth in Indian
middle class that has so far been used to buying apparel and groceries from small and cluttered
neighborhood market shops is fast realizing the joys of visiting malls that have redefined the freedom to
shop and entertain. Such malls are the new temples of leisure and weekend entertainment. India’s
National Council for Applied Economic Research estimates that the nation’s middle class population
currently comprises about 17 million households – 90 million people – with annual earnings ranging
between $4,500 (£2,400) and $22,000 (£11,736). An additional 287 million could be termed as ‘aspirers’
or those that hope to join the middle class in the near term. Rising incomes, particularly in the lower and
middle-income households, are impacting retail growth in India as these groups tend to spend more on
upgrading and diversifying their lifestyles, eating out and moving on to processed and convenience
foods.

31
Targeting young working class
The large and growing young working population is a preferred customer segment for Big bazaar. These
young people are early adopters of most modern product lines.
The ongoing boom in sectors such as information technology and business process outsourcing has
created a clientele with high disposable income and a increased demand for lifestyle merchandise such
as watches, cosmetics and perfumes. This is a much-travelled and brand-savvy urban population.
Interestingly, an estimated 40-50% of the Indian working woman’s salary is spent on apparel and
footwear. Eating out, mobile phones and accessories make up the other leading spending options. Big
Bazaar specifically target young, working professionals, home makers who are primary decision maker.

Value for money

All our lines of business are consumer centric and I believe that if we are to be in the larger consumer
space, we would need to keep changing, evolving and accordingly be flexible in our business plans.
Consumers are the same everywhere; we are only bound by our social systems. Their desires, greed’s
and needs are similar. The value for money proposition is so ingrained in the Indian consumers mind
that he needs to be shown true value all the time.
Therefore, all our current and future businesses would necessarily have the common denominator as the
consumer.
All our alliances and relationships with many company’s have been built, keeping the synergies of
business and consumer offerings in mind.
Image
“Is se sasta aur accha kahin nahi” Nothing captures the sprit of Big Bazaar better than this one liner. It is
a simple statement and yet it positioned at the top of Indian customers mind. It shows that big bazaar
was built on the foundation of entrepreneurship and simplicity. They believe in service and value for the
customers. They consider that it is their only duty to keep customer in mind at every step, they go that
extra mile and buy directly from source in bulk so that they can get best rates by keeping the margin low
Big Bazaar is constantly on the lookout for finding new ways and means to improve the current state of
affairs. Thus, innovation is a very important aspect of their working strategy. The other very important
philosophy is that of Indianness. All the concepts and formats as well as the way of doing things are very
Indian. The way Big Bazaar is designed and the way the whole concept has developed reflects a sense of
Indianness.

32
“ In order to implement specific retail strategy managers prepare the ideal combination of retail-
mix variables and coordinate the activities of the different elements of the mix such as:
 Merchandise assortmement
 Location
 Price
 Visual merchandising
 Store atmosphere
 Customer service
 Advertising
 Promotion
 Personal selling”

Merchandise
“Main objective of the store layout is to maximize the interface between customers and merchandise” It
provides easy accessibility to the customers to view the offerings of the store. Layout of the store
has been strategically designed in order to make effective use of merchandise and passage to draw
customers’ attention on store’s offerings
Big Bazaar has a wide range of merchandise they have both branded and unbranded products like :
 Home lien items: Like bed sheets, pillow covers, carpets to kitchen utility items like steel
utensils and crockery and other minor utility items required in a house
 Electronic items: like refrigerator,T.V, vacuum cleaner , music system, vacuum cleaner,
washing machine. Etc
 Mobile Zone: A wide range of mobile phones and accessories is available at lowest possible
price
 Furniture: All kinds of furniture is available that one may require to decorate their house.
 Star Sitara: In this section all kinds of cosmetic items are made available
 Opticians: In this section all brands oand types fashion glasses are available
 Men Ladies and kids wear: This section includes fashion and casusal wear for men ladies and
kids both branded and unbranded.

33
  Foot wear: In this section footwear for men women and kids is made available.
 Music: A wide collection of CDs DVDs is made available
 Toys: All kinds of toys for children is available
 Stationary: all kind of office stationery and stationery for school going kids is available
Location
Big bazaar is located has 31 outlets in India , big bazaar locates its outlet near the commercial area
and residential complexs so that they can cover all their target customers Eg : their outlet in
phoenix mill , lowerparel mumbai , is located near commercial areas so that the working class
people can drop in and shop house hold items after office hrs.

On the other hand their outlets in sangle is a bit different from what we would see at say , high street
Phoenix in Mumbai. For instance isn’t air conditioned: instead, there are air coolers installed inside the
store ,also there are many shoppers there on days as an weekends . Unlike office going people in big
cities , people in smaller towns do not restrict their shopping to weekends .
The choice of location of Big Bazaar in many ways captures the essence of what they were doing- they
adapt themselves to the habits tastes and preferences according to the location. One of the distinct
feature of their location is that it is easily accessible and they try to locate their outlet in such a location
where they can reach a large customer base.

Layout
In today’s competitive environment store design has now become a strategic tool for differentiating the
offerings of the store and retaining customers. Customer’s perception regarding in-store design has
changed. They see shopping as an activity which gives fun and excitement. Customers like to shop in a
changing and exciting environment. Retailers are developing innovative strategies for store design.
Store design is now become a marketing tool for retailers. Thoughtful design of physical elements is a
significant aspect for communicating store image to customers. Retailers are giving more attention on
creating favourable in store environment for customers, this requires deep understanding of the target
customers.
In retail environment now more systematic attention is been given to efficient designing of the store
which influences the buying behaviour of the customers. Visual merchandising and store layout are

34
considered as most significant elements of in-store design. Visual merchandising coordinates stores
marketing, positioning and communication strategy. Thoughtful in-store display creates favourable
appearance of the store for the target customer and attracts them towards products. Effective display
provides easy accessibility of product to target customers and demonstrate the products in a way to make
selection process easy for the customers. Efficient design of the store layout contributes to profitable
utilization of store space. Efficiently designed layout can create enjoying the environment by providing
convenient shopping. Retailers adopt different patterns of store layout to encourage circulation of the
customers to all parts of the store and to provide easy accessibility of merchandising.
The ultimate objective of efficient store design is to increase sales and profit of the store. Directly or
indirectly the elements have some impact on the buying behaviour of the customers. Visual
merchandising is considered to create an interest in the customers and create a favourable image of the
store in the mind of the customers. Store layout provides convenience to customers and makes shopping
smooth. Retailers always try to create favourable psychological impact on customers by designing
element of the store in most sophisticated way. E.g. retailers use graphics with social meanings to
associate customers with some life style.
People often complain that Big Bazaar outlets always look very crowded. But few realize that it is
concisely designed to look just like that. When the shop looks neat and empty, the masses never walk
into it. There has to be what is called the ‘button brush effect’, and an ‘organized chaos’. As Indians, we
like bumping into people, chatting, gossiping and eating while we shop!
Big Bazaar layout consists of layout of long rows of parallel fixtures, with no aisles because aisles can
be boring they restrict space and can’t be dramatized. At Big Bazzar, they create multiple cluster or
mini-bazaars within every store. It was designed as an agglomeration of bazaars with different sections
selling different categories’.
 “It uses space efficiently.
 It provides easy sitting of merchandise and linking of the product throughout the store.
 It allows more customers in the store at any time.
 Allows staff of the store to work easily alongside the customers without disturbing them.
 Provide self-service atmosphere
The structure of Big bazaar at phoenix mill in Mumbai covers two floors that is basement middle level
and first floor.

35
The basement includes
 Furniture
 Home lein
 Mobile zone
 Star and sitare
 Opticians
 Watches
The middle level includes
 Electronic items
The first floor includes
 Men , ladies and kids wear
 Apparels
 Foot wear
 Music
 Toys
 Stationary

Interior design
“The interior of a Big Bazzars comprises of the living space of the store which includes ceiling, walls,
flooring and lighting, fixture and fittings” The elements of the interior design are selected economically.
The general design of the interior is in uniform with the exterior.

Following are the interior attributes:

 Envelope: the internal structure and decoration of the building that provides the physical
boundaries within which shopping takes place.
 Internal layout: the internal paths customer use are in order to view merchandise.
 Methods of display: including the fitting and fixtures; their positioning; and the color and texture
are within the product themselves.
 Visual merchandising: display of the items on sale together with models, pictures and other items
that illustrate product use or create lifestyle impressions relating to their use”.

36
The interior design of Bigbazzar is very vibrant they have a colour combination of vibrant colors like
blue and orange that leave an impression on Indian minds . The interior of big bazzar is truly designed as
Indian hyper market that promises one stop shoping . It is designed as agglomeration of bazaars with
diffrentv sections selling different categories. The “U” shaped section and islands have proved to be
more appropriate for Indain context than long aisles.

Exterior design
The exterior of Big Bazzar includes ,the exterior of the stores like the e fascia, entrance of the store,
architectural design of the building and window. The exterior design of Big bazzar is easily visible from
the distance and it can be distinguished from its competitors. The exterior is attractive enough to
encourage customers to enter in to the store. Big bazaar uses harmony between the elements of the
exterior of the store in order to deliver desired store image. Window display is used as an effective
medium to introduce new offerings of the company, so special attention is given in designing windows
of the store. The entrance of the store is designed to welcome shoppers and to provide easy
accessibility.

The external environment of Big Bazzar:

 Big bazzar outlets are located at shopping center, high street or local parade.

The external architecture of Big bazzar building:

 Big bazzar uses a colour combination of Orange and Blue

 External features such as:

- Car parking
- Horticulture, sculpture and lighting
- Other external buildings
- Outdoors seating, trolley parking and other miscellaneous

37
Services
Big Bazaar provides a wide range of services to its customers like Trial rooms , elevators, car parking ,
security, baggage counter , trolleys so that one could shop easily
They even provide them with after sale services in case of buying electronic items. One of the major
service provided by them is one stop shop as one could get a whole range of items under one shop and at
the most reasonable price. They always have their outlets in such a location where it is easy to commute.
They have also given major emphasis to convince for customers in which layout has played a major role.
The layout of the store is so effective that customers find their way out of what they want. Big Bazaar
provides good employee service i.e their salesmen are always redy to provide help. Employee service is
often neglected as part of good retail marketing but customer and employee interaction can be used as
the significant tool for retail marketing.

Visual merchandising
Visual merchandising at Big Bazaar uses “Store display for promotional purpose, but as
customers are becoming more sophisticated, Big Bazaar has found various techniques
for effective display for providing information and communicating image of the store to
the customers, helping them in taking purchase decision and creating exciting shopping
environment” Big Bazaar not only uses visual merchandising for promoting their
product, but they use it as a significant tool for creating appropriate store environment
and influencing purchase decision of customers.
They use danglers and hoardings at the entrance of the store as this may be a deciding element in a
consumer’s decision to enter a store. It uses various visual merchandising like it uses remarkable
window display for creating a shopping environment as it creates initiative impression in the mind of
customers as window display also sometimes become a deciding factor whether to enter the store or not .
Retailers develop visual merchandising in order to relate customer’s social life with the product, arouse
their personnel interest for the product. “Retailers can use combination of elements of in store display;
such as colour, texture, lighting, fixtures, graphics, signage.”

38
Promotion
Big Bazaar uses various promotional strategies like the prices on Wednesdays are very low compared to
other retailers, this helps is bringing in a huge number of customers they even have a concept of “BIG
DAY” which means they give huge discounts to their customers on the 26TH of Jan and on 15TH August.
On such days they come up with promotional offers like bring old items from your house and take huge
discounts and freebies.
They come up with offers like
School Jao Khushi Khushi:
 Discounts on all school requirements like school bags, water bottles & lunchboxes.
 lWin a pencil case with every purchase worth Rs. 500 & above
 lSend us your experience of the “Best day that you had in school” – the most humorous one will
get a free shopping trip worth Rs 1,000/-
 lLucky draw – shop for Rs 1,000 & above, drop in your kids name into our drop box – 10 lucky
kids will get 30% off on an NIIT course
 lShop for Rs 500 & above, drop in your kids painting the best painting will get sponsored for an
art course.

 Khushi ki barsaat:
 “Discounts ki barish” – various discounts across the board
 Special discounts on raincoats & umbrellas
 Lucky Draw – On purchases worth Rs. 1000 & above – drop in your name into our drop box &
you could be one of the 3 families to enjoy the rains in Goa.
 Purchase goods worth Rs 500 – complete the slogan – I love the rains in Mumbai because… &
win you own customized umbrella – get your friends & family photograph screen printed on it.

Steal a deal:
 Each object will have their individual price-tags.The consumer bargains on the MRP with the
counter sales girlThe counter sales girl will be given a “lowest bargain” slip for each piece of
merchandise. The consumer who is able to match the best “low bargain” walks away with her
goodies.

39
40
Happy Father’s Day:
 Get caught shopping with your Dad on Father’s Day (20th June) & get a 20% discount on your
total bill
 Shop for Rs 500 & above - submit a picture if your Dad & you – the best pair – wins a
complimentary dinner at Copper Chimney
 Make purchases worth Rs 300 & above & fill in a line on what your Dad means to you & win
tickets to the latest blockbuster movie.

Advertising
Following are the media channel used:
Newspaper: Big Bazaar uses newspaper as one of its media vehicle because most of the population in
urban areas is educated. They place their full page and half page ads mostly in Times of India or
Hindustan times. They also give their ads in newspaper in rural areas like “Sangli” in local language
newspaper
Radio: Radio is another media vehicle used by Big Bazaar in urban areas “Radio mirchi” is used and in
rural areas “All India Radio” is used widely for placing their ads
T.V: T.Vis also used as one of its media vehicle when they come up with huge offers on the “Big
DAYs” like the 26th Jan and 15th August.
Prices
The prices at big Bazaar are kept lowest possible in order to attract huge number of customers they have
the lowest prices on Wednesday they are able to do so because they believe in bulk buying which helps
them in buying products at lower possible prices, by which in turn they give the benefits to customers
“Isse sasta aur accha kahin nahi” is the mantra that they follow and they stick by it while deciding on the
prices of the products that they offer . So much so, that on the days that Big Bazzar is offering any of its
deals the stores all over are flooded with customers .

For eg. On the 26th of JAN 2006 when Big Bazaar was running its promotional offer ; word about the
low prices spread so quickly that they had an over whelming response because of which a special team
had to be called to manage the crowd. Even on this day Big Bazaar thought of its customers first and
they ran the promotional offer for two more days so that their loyal customers who had taken presious

41
time in their day to stand in the queues could avail all the offers .This day was marked as a day in the
history of Big Bazzar as “SAB SE SASTA DIN “
Personnel Selling:
Big Bazaar in the metropolitan cities are easily accessible to their customers. They have strength of 300-
400 working sales force at a time in an outlet. This sales force is professionally trained to assist all kinds
of customers through out the day. There are majorly two types of customers;
One’s who prefer selecting their merchandise themselves and don’t ask for help unless required.
The other is of the type that requires assistance from the time they walk in the store till the time they
exit.
Big Bazaar sales force is dressed up in yellow t-shirts. While deciding that the founders have looked in
to the minute aspects of the customer’s psychology. They found out that a sales man wearing formal
clothes with a tie is normally intimidating to a customer. Especially a customer who might not be as
educated or sophisticated as the sales man! The main aim of Big Bazaar has always been to cater to all
kinds of customers. Which also include the lower middle class. Therefore in an attempt to not make their
varied customers feel inferior big Bazaar has made their sales force wear yellow t-shirts and yellow
being a friendly colour it makes it easier for the customers to strike a conversation and seek help.
The other very minute aspect of customer psychology that the Big Bazaar sales force takes care of is;
that the customer requires help only when required . Therefore the distance at which a sales man is
standing has great importance because if the sales man is standing very close to the customer then he or
she gives the impression that the customers going to steal something.
Our Efforts:
The Visit to Big Bazaar:
We visited the Big Bazaar situated. The first thing we noticed was that the outlet was situated in such a
place that was very easily accessible to customers be it from the station it from the bus stops.
The layout of this Big Bazaar was arranged in a way that placed the products for promoting sales
creating goodwill and increasing publicity. The main objective of Big Bazaar’s layout is to promote sales
in the store. The layout was in such a fashion that it provided convenience to customers most likely
encouraged them for product shopping or browsing. Browsing does not only help them in shopping but
can also influence purchasing decision of customers that is it may lead to customers making more
unplanned purchases.

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It was a pleasant experience interviewing Miss Swapna who helped us with more information about the
store. In conversation with her we discussed the evolution and success of Big Bazaar.

Team
Kashyap Deorah
President

Kashyap heads Future Bazaar. Prior to this, Kashyap founded

Chaupaati Bazaar after returning to India in Nov 2007. Chaupaati enabled Indian consumers to purchase
products and services by phone. In Sep 2010, Chaupaati merged into India's largest retailer Future
Group.
Earlier, Kashyap started the US office of Geodesic (NSE: 503699) in the capacity of VP, Business
Development doing online affiliate sales in North America and mobile OEM sales in Taiwan & China.
Kashyap was an early employee at Jasper Design Automation. Besides naming the company, he made
contributions to the sales campaigns for key customers and prospects in North America and Northern
Europe. While a final year student at IIT Bombay, Kashyap co-founded Righthalf, the first campus start-
up as part of the IIT Bombay Business Incubator. After a successful acquisition of Righthalf by Stratify,
he moved to the Silicon Valley in late 2000. Since then, he has worked with high-tech startups doing
sales, business development and product management.
Kashyap graduated from IIT Bombay in 2000 with a B. Tech. in Computer Science and Engineering.
Kashyap loves traveling, snowboarding, bungee jumping and climbing mountains.

Gaurav Agarwal
Marketing
Gaurav heads marketing at Future Bazaar. As the head of marketing, Gaurav is in-charge of online
traffic, marketing affiliates and vendor program.

43
Gaurav has led many roles in early stage to growth phase startups often working in companies with less
than 30 employees. His last stint was with Amar Chitra Katha where he created the New Media Division
from scratch and grew the spread of ACK Comics to all platforms. Prior to ACK, he has worked in the
microfinance technology sector and even attempted a startup in the complex event processing space.
Gaurav graduated from IIT Bombay in 2003 with an B. Tech and M. Tech. in Micro Electronics.

Krishna Raghavan
Engineering
Krishna leads the engineering team at Future Bazaar.
Starting with his first initiative in 1999, Krishna has been involved in product technology organizations
across US and India. As part of Vendio Inc., he led a global product engineering organization to develop
a platform for seller storefronts along with the most comprehensive set of tools and services for power
sellers to sell on marketplaces like eBay and Amazon. Vendio was later acquired by Alibaba to power
their e-commerce business in North America.
Krishna graduated from the Denison University in 1999 with dual degrees in Math and Computer
Science. Other than his technology interests, Krishna is a certified yoga instructor and is very interested
in Indian philosophy and mythology.

Nikhil Vaity
Customer First
Nikhil heads the Customer First office at Future Bazaar and is responsible for customer service and
phone sales.
Nikhil started his career in 2003 in the BPO industry and has grown to be a strong people manager.
Before joining Future Bazaar, he headed Operations at Chaupaati, a phone commerce startup. Earlier, he
managed a team of 30 executives and 2 team leads at IBM Daksh. He was consistently recognized by
clients for achieving key metrics and was awarded Top Talent in year 2007, and People Manager
Champion in year 2007 and 2008.
Nikhil graduated from Mumbai University in 2002 and got an MBA from NMIMS in 2011. Nikhil loves
reading fiction.

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Satish Mandalia
Finance
Satish leads the payments business and finance team at Future Bazaar. Satish is a Future Group veteran
and has been associated with different verticals since 2004.
At Future Bazaar, Satish is responsible for driving consumer finance, EMI, reseller network, cash on
delivery transactions and loyalty program through Future Group's loyalty partner Payback. These
initiatives remain instrumental in reaching a wide spectrum of customers. Earlier during his stints in
corporate planning, he has set up various business initiatives & processes for the group.
Satish graduated from R A Podar College in 2000 and is a CA from ICAI.

Zishaan Hayath
Product
Zishaan drives product management at Future Bazaar.
Prior to this, Zishaan co-founded Chaupaati Bazaar, a phone-commerce startup that enabled India's 500
million mobile users to buy home appliances, children's products and magazines over the phone. Earlier,
Zishaan worked with Opera Solutions on strategy and operations consulting projects for Fortune 100
clients in North America, Europe and Asia. He was the first employee in Opera's New Delhi office.
Zishaan graduated from IIT Bombay in 2005 where he was awarded the Institute Citation and two
Institute Colors. He is an avid traveler, amateur photographer and loves his Royal Enfield.

45
 BIG BAZAAR

Type Public
Industry Retailing
Founded 2001
Headquarters Mumbai, Maharashtra, India
Products Department store
Rs 6000 crores (in 2018-19) (Big
Revenue
Bazaar and Food Bazaar combined)
Employees ~ 36000 people [1]
Parent Future Group
Divisions ~ 100

STORE STRUCTURE
STORE
MANAGER

46
ASSISTANT
STORE
MANAGER

DEPARTMENT
MANAGER

ASSISTANT DEPT
MANAGER

TEAM
MEMBERS

47
 DEPARTMENTS
DEPARTMENTS SUBDEPARTMENT
 CLOTHING Children
Ladies wear
Men’s wear
 HOME FASHION Bath linen
Kitchen linen
Table linen
Homes accessories
 FASHION ACCESSORIES Jewelry
Hand bags
Sunglasses & watches
 FOOT WEAR Nike
Reebok

 LUGGEAGE Bags
Trolley and suitcase

 PLACTICS,UTENCILS Crockery
 BLUE SKY Fashion accessories

 COMMUNICATIONS Accessories
Carrier

48
 Hard ware
 CURE & CARE Non prescription

 DEPOT Books
Multimedia
Stationary

 ELECTRONICS Consumer durables

Computer accessories

Personal electronics

 FOOD BAZAAR Fruits and Vegetables

Chef zone

Chill zone
 LEE COPPER Lc ladies
Lc men
 LOOT MART Kids Accessories
Ladies Accessories
Men’s Accessories

 NAVRAS Precious jewelry

 STAR & SITARA Personal Grooming

49
RETAIL INDUSTRY

50
Introduction
The Indian retail industry has emerged as one of the most dynamic and fast-paced industries due to the
entry of several new players. Total consumption expenditure is expected to reach nearly US$ 3,600
billion by 2020 from US$ 1,824 billion in 2017. It accounts for over 10 per cent of the country’s Gross
Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth-largest
global destination in the retail space.
The Indian retail industry is one of the fastest growing in the world. Retail industry in India is expected
to grow to US$ 1,200 billion by 2021 from US$ 672 billion in 2017E.
India is the fifth largest preferred retail destination globally. The country is among the highest in the
world in terms of per capita retail store availability. India’s retail sector is experiencing exponential
growth, with retail development taking place not just in major cities and metros, but also in Tier-II and
Tier-III cities. Healthy economic growth, changing demographic profile, increasing disposable incomes,
urbanisation, changing consumer tastes and preferences are the other factors driving growth in the
organised retail market in India.
India’s population is taking to online retail in a big way. Online retail sale is forecasted to grow at the
rate of 31 per cent to reach US$ 32.70 billion in 2018@. Revenue generated from online retail is
projected to grow to US$ 60 billion by 2020. Organised retail penetration is expected to increase to 18
per cent in 2021 from an estimated nine per cent in 2017. India is expected to become the world's third-
largest consumer economy, reaching US$ 400 billion in consumption by 2025. ^Increasing participation
from foreign and private players has given a boost to Indian retail industry. India’s price competitiveness
attracts large retail players to use it as a sourcing base. Global retailers such as Walmart, GAP, Tesco and
JC Penney are increasing their sourcing from India and are moving from third-party buying offices to
establishing their own wholly-owned/wholly-managed sourcing and buying offices. India’s retail sector
investments doubled to reach Rs 1,300 crore (US$ 180.18 million) in 2018.* The Government of India
has introduced reforms to attract Foreign Direct Investment (FDI) in retail industry. The government has
approved 51 per cent FDI in multi-brand retail and 100 per cent in single brand retail under the
automatic route which is expected to give a boost to ease of doing business and Make in India, and plans
to allow 100 per cent FDI in e-commerce. India will become a favourable market for fashion retailers on
the back of a large young adult consumer base, increasing disposable incomes and relaxed FDI norms.

51
Market Size
Retail market in India is projected to grow from an estimated US$ 672 billion in 2017 to US$ 1,200
billion in 2021F. Online retail sales are forecasted to grow at the rate of 31 per cent year-on-year to reach
US$ 32.70 billion in 2018.
India is expected to become the world’s fastest growing e-commerce market, driven by robust
investment in the sector and rapid increase in the number of internet users. Various agencies have high
expectations about growth of Indian e-commerce markets.
Luxury market of India is expected to grow to US$ 30 billion by the end of 2018 from US$ 23.8 billion
2017 supported by growing exposure of international brands amongst Indian youth and higher
purchasing power of the upper class in tier 2 and 3 cities, according to Assocham.
Investment Scenario
The Indian retail trading has received Foreign Direct Investment (FDI) equity inflows totalling US$ 1.66
billion during April 2000–March 2019, according to the Department of Industrial Policies and
Promotion (DIPP).
With the rising need for consumer goods in different sectors including consumer electronics and home
appliances, many companies have invested in the Indian retail space in the past few months.
India’s retail sector investments doubled to reach Rs 1,300 crore (US$ 180.18 million) in 2018.
Walmart Investments Cooperative U.A has invested Rs 2.75 billion (US$ 37.68 million) in Wal-Mart
India Pvt Ltd.
Government Initiatives
The Government of India has taken various initiatives to improve the retail industry in India. Some of
them are listed below:
 The Government of India may change the Foreign Direct Investment (FDI) rules in food
processing, in a bid to permit e-commerce companies and foreign retailers to sell Made in India
consumer products.
 Government of India has allowed 100 per cent Foreign Direct Investment (FDI) in online retail
of goods and services through the automatic route, thereby providing clarity on the existing
businesses of e-commerce companies operating in India.
Road Ahead
E-commerce is expanding steadily in the country. Customers have the ever increasing choice of products
at the lowest rates. E-commerce is probably creating the biggest revolution in the retail industry, and this

52
trend would continue in the years to come. India's e-commerce industry is forecasted to reach US$ 53
billion by 2018. Retailers should leverage the digital retail channels (e-commerce), which would enable
them to spend less money on real estate while reaching out to more customers in tier-2 and tier-3 cities.
It is projected that by 2021 traditional retail will hold a major share of 75 per cent, organised retail share
will reach 18 per cent and e-commerce retail share will reach 7 per cent of the total retail market.
Nevertheless, the long-term outlook for the industry is positive, supported by rising incomes, favourable
demographics, entry of foreign players, and increasing urbanization.

DYNAMICS OF RETAIL INDUSTRY

Supply
The retail industry is now leveraging the digital retail channels (e-commerce), which allows them to
spend less on real estate while reaching out to more customers in Tier II and Tier III cities. Supply is
also influenced by some international players entering domestic markets.
Demand
Growing urbanization, increasing disposable incomes, changing demographic profile, changing
consumer tastes and preferences are some of the factors that are driving demand in retail market in India.
Barriers to entry
Lack of quality, economic backdrop, regulatory issues are some of the factors acting as an impediment
to the spread of organised retail in India. Since it is capital-intensive industry, access to capital also plays
an important part for expansion.
Bargaining power of suppliers
The bargaining power of suppliers varies depending upon the target segment, the format followed, and
products on offer. The unorganised sector has a dominant position in the total retail market in India.
There are few players who enjoy an edge over others on account of being established players and
enjoying brand distinction. Overall, the bargaining power of suppliers is low as retailers have low
switching costs.
Bargaining power of Customers
High due to wide availability of choice and cheaper options available across various channels. Also, low
switching costs, price sensitiveness, and easily accessible information of a product and its price gives
customers high bargaining power.

53
Competition
With India being an attractive retail market, there is a high level of competition. Competition is
characterised by many factors, including assortment, products, price, quality, service, location,
reputation, credit, convenience offered, etc. Aggressive e-commerce and digital retailing coupled with
new entrants such as business houses and international players are intensifying the competition at a rapid
pace.

FINANCIAL YEAR '19-20

Financial year 2019-20 stood as another year of mixed trends. The retail sector in India witnessed some
improvement in consumer sentiments and business confidence. Collective efforts of financial houses and
banks with retailers are enabling consumers to go for durable products with easy credit.

The introduction of Goods and Services Tax (GST) and the demonetisation move supported the growth
of organized retail industry.

With the rising need for consumer goods in different sectors including consumer electronics and home
appliances, many companies invested in the Indian retail space in 2019-20.

Department of Industrial Policy and Promotion (DIPP) approved three foreign direct investments (FDI),
Mountain Trail Food, Kohler India Corporation, and Merlin Entertainments India in the single brand
retail sector and two FDI proposals of over Rs 4 billion (US$ 62.45 million) within the retail sector.
(Source: IBEF)

2018 was a successful year for herbal-ayurvedic brands. With the growing need for organic products,
many new Indian companies were seen entering this segment.

The year saw emergence of online market places across a whole range of categories with aggressive
discounting strategies funded by overseas investors.

54
PROSPECTS

Retail industry has been on a growth trajectory over the past few years. Indian retail market industry is
expected to be worth US$ 1.1 trillion by 2020.

A new trend emerging in retail sector is the increase in sales during discount seasons. It has been
observed of late that sales numbers in discount seasons are significantly higher than at other times. This
is prompting retailers to start discounts earlier and have longer than usual sale season. Also, concepts
such as online retailing and direct selling are becoming increasingly popular in India thereby boosting
growth of retail sector.

E-commerce is probably said to create a revolution in the retail industry in the years to come. With the
rapid expansion of e-commerce, there can be seen a trend of ever-increasing choice of products at lowest
rates. All of this will also lead to intensified competition in the industry.

One of the major areas supporting the retail growth in India is the E-commerce industry. As per India
Brand Equity Foundation, India is expected to become the world’s fastest growing e-commerce market,
driven by robust investment in the sector and rapid increase in the number of internet users. E-commerce
sales in India are expected to reach US$ 120 billion by 2020 from US$ 30 billion in FY16. Further,
India's e-commerce market is expected to reach US$ 220 billion in terms of gross merchandise value
(GMV) with 530 million shoppers by the year 2025. This will come on the back of faster speeds on
reliable telecom networks, faster adoption of online services, variety of choice, convenience, etc.

There is also an upward trend seen in modern retailing. Driven by western culture and urbanisation, it
has become a part of day to day lifestyle. There are more than 500 operational shopping malls in India
having thousands of brands across food, fashion and lifestyle which are offering best of national &
international brands to better educated consumers.

The new buzz word in retail is omni-channel. Omni-channel offers a seamless experience to the
customers across various channels, whether brick & mortar, online stores, etc. The strategic objective
here is to merge various channels (departmental stores, online stores) and link them to a multichannel
retailer. This strategy makes a brand always available to the customer and gives an impetus to sales by

55
increasing visibility, consumer base across various geographies. It also optimises inventory holding
costs, operating costs and real estate cost. With modern retail gaining ground in India, there remains a lot
of scope for omni-channel to expand.

With rising incomes, favorable demographics, entry of foreign players and increasing urbanisation, the
long-term outlook for the retail industry in India is positive.

Goods and Services Tax (GST) is expected to simplify the distribution structure and reduce the
operational complexities of overall supply chain in the retail business. The passage of GST will also
come out as a positive development for the retail Industry in India.

56
 CHAPTER –4
 ANALYSIS & INTERPRETATION

1. The store has modern-looking equipment and fixtures?

A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 9 9%
Agree 69 69%
Neither or Nor 16 16%
Disagree 6 6%
Strongly Disagree - -
Total 100 100%

57
INTERPRETATION:

Based on above analysis I conclude that 9% of respondents are strongly agree , 69% of respondents are
agree, 16% of respondents are neither or nor, 6% of respondents are disagree about their overall
experience in the mall.
2. The store and its physical facilities (trial rooms and restrooms) are visually attractive?

A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 5 5%
Agree 66 66%
Neither or Nor 21 21%
Disagree 4 4%
Strongly Disagree 4 4%
Total 100 100%

58
INTERPRETATION:
Based on above analysis I conclude that 5% of respondents are strongly agree , 66% of
respondents are agree, 21% of respondents are neither or nor, 4% of respondents are disagree and 4%of
respondents are strongly disagree about their overall experience in the mall.

3. The store has clean, attractive and convenient physical facilities (restrooms, fitting rooms)?

A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 10 10%
Agree 68 68%
Neither or Nor 16 16%
Disagree 4 4%
Strongly Disagree 2 2%
Total 100 100%

59
INTERPRETATION:
Based on above analysis I conclude that 10% of respondents are strongly agree , 68% of
respondents are agree, 16% of respondents are neither or nor, 4% of respondents are disagree and 2%of
respondents are strongly disagree about their overall experience in the mall.
4. The store layout at this store makes it easier for customers to find what they need?

A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 16 16%
Agree 71 71%
Neither or Nor 7 7%
Disagree 4 4%
Strongly Disagree 2 2%
Total 100 100%

60
INTERPRETATION:
Based on above analysis I conclude that 16% of respondents are strongly agree , 71% of
respondents are agree, 7% of respondents are neither or nor, 4% of respondents are disagree and 2%of
respondents are strongly disagree about their overall experience in the mall.

5. The store layout at this store makes it easier for customers to move around in the store?

A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 9 9%
Agree 63 63%
Neither or Nor 18 18%
Disagree 7 7%
Strongly Disagree 3 3%
Total 100 100%

61
INTERPRETATION:
Based on above analysis I conclude that 9% of respondents are strongly agree , 63% of
respondents are agree, 18% of respondents are neither or nor, 7% of respondents are disagree and 3%of
respondents are strongly disagree about their overall experience in the mall.

6. When this store promises to do something (such as repairs, alterations) by a certain time, it
Will do so?

A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 4 4%
Agree 59 59%
Neither or Nor 24 24%
Disagree 7 7%

62
Strongly Disagree 6 6%
Total 100 100%

INTERPRETATION:
Based on above analysis I conclude that 4% of respondents are strongly agree , 59% of
respondents are agree, 24% of respondents are neither or nor, 7% of respondents are disagree and 6%of
respondents are strongly disagree about their overall experience in the mall.

7. This store performs the service right the first time?

A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 6 6%
Agree 69 69%
Neither or Nor 18 18%

63
Disagree 4 4%
Strongly Disagree 3 3%
Total 100 100%

INTERPR
ETATION:

Based on above analysis I conclude that 6% of respondents are strongly agree , 69% of
respondents are agree, 18% of respondents are neither or nor, 4% of respondents are disagree and 3%of
respondents are strongly disagree about their overall experience in the mall.
8. This store has merchandise available when the customers want it?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 12 12%
Agree 69 69%
Neither or Nor 11 11%
Disagree 6 6%
Strongly Disagree 2 2%
Total 100 100%

64
INTERPRETATION:
Based on above analysis I conclude that 12% of respondents are strongly agree , 59% of
respondents are agree, 11% of respondents are neither or nor, 7% of respondents are disagree and 11%of
respondents are strongly disagree about their overall experience in the mall.
9. Employees in the Store have the knowledge to answer customer’s questions?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 8 8%
Agree 54 54%
Neither or Nor 21 21%
Disagree 10 10%
Strongly Disagree 7 7%
Total 100 100%

65
INTERPRETATION:
Based on above analysis I conclude that 8% of respondents are strongly agree , 54% of
respondents are agree, 21% of respondents are neither or nor, 10% of respondents are disagree and 7%of
respondents are strongly disagree about their overall experience in the mall.
10. The behavior of employees in this store instills confidence in customers?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 6 6%
Agree 56 56%
Neither or Nor 19 19%
Disagree 13 13%
Strongly Disagree 6 6%
Total 100 100%

66
INTERPRETATION:
Based on above analysis I conclude that 6% of respondents are strongly agree , 56% of
respondents are agree, 19% of respondents are neither or nor, 13% of respondents are disagree and 6%of
respondents are strongly disagree about their overall experience in the mall
11. Customers feel safe in their transactions with this store?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 11 11%
Agree 55 55%
Neither or Nor 19 19%
Disagree 8 8%
Strongly Disagree 7 7%
Total 100 100%

67
INTERPRETATION:
Based on above analysis I conclude that 11% of respondents are strongly agree , 55% of
respondents are agree, 19% of respondents are neither or nor, 8% of respondents are disagree and 7%of
respondents are strongly disagree about their overall experience in the mall.12. The employees in this
store give prompt service to customers?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 14 14%
Agree 58 58%
Neither or Nor 17 17%
Disagree 7 7%
Strongly Disagree 4 4%
Total 100 100%

68
INTERPRETATION:
Based on above analysis I conclude that 14% of respondents are strongly agree , 58% of
respondents are agree, 17% of respondents are neither or nor, 7% of respondents are disagree and 4%of
respondents are strongly disagree about their overall experience in the mall.
13. Employees in this store tell customers exactly when services will be performed?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 9 9%
Agree 58 58%
Neither or Nor 22 22%
Disagree 6 6%
Strongly Disagree 5 5%
Total 100 100%

69
INTERPRETATION:
Based on above analysis I conclude that 9% of respondents are strongly agree , 58% of
respondents are agree, 22% of respondents are neither or nor, 6% of respondents are disagree and 5%of
respondents are strongly disagree about their overall experience in the mall.
14. Employees in this store are never too busy to respond to customer’s requests?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 13 13%
Agree 53 53%
Neither or Nor 18 18%
Disagree 9 9%
Strongly Disagree 7 7%
Total 100 100%

70
INTERPRETATION:
Based on above analysis I conclude that 13% of respondents are strongly agree , 53% of
respondents are agree, 18% of respondents are neither or nor, 9% of respondents are disagree and 7%of
respondents are strongly disagree about their overall experience in the mall.
15. This store gives customers individual attention?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 9 9%
Agree 67 67%
Neither or Nor 11 11%
Disagree 6 6%
Strongly Disagree 7 7%
Total 100 100%

71
INTERPRETATION:
Based on above analysis I conclude that 9% of respondents are strongly agree , 67% of
respondents are agree, 11% of respondents are neither or nor, 6% of respondents are disagree and 7%of
respondents are strongly disagree about their overall experience in the mall.
16. Employees in this store are consistently courteous with customers?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 10 10%
Agree 62 62%
Neither or Nor 21 21%
Disagree 4 4%
Strongly Disagree 3 3%
Total 100 100%

72
INTERPRETATION:
Based on above analysis I conclude that 10% of respondents are strongly agree , 62% of
respondents are agree, 21% of respondents are neither or nor, 4% of respondents are disagree and 3%of
respondents are strongly disagree about their overall experience in the mall.
17. When a customer has a problem, this store shows a sincere interest in solving it?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 14 14%
Agree 61 61%
Neither or Nor 18 18%
Disagree 4 4%
Strongly Disagree 3 3%
Total 100 100%

73
INTERPRETATION:
Based on above analysis I conclude that 14% of respondents are strongly agree , 61% of
respondents are agree, 18% of respondents are neither or nor, 4% of respondents are disagree and 3%of
respondents are strongly disagree about their overall experience in the mall
18. Employees of this store are able to handle customer complaints directly and
Immediately?
A) Strongly Agree B) Agree C) Neither or Nor
D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 9 9%
Agree 56 56%
Neither or Nor 19 19%
Disagree 7 7%
Strongly Disagree 9 9%
Total 100 100%

74
INTERPRETATION:
Based on above analysis I conclude that 9% of respondents are strongly agree , 56% of
respondents are agree, 19% of respondents are neither or nor, 7% of respondents are disagree and 9%of
respondents are strongly disagree about their overall experience in the mall
19. This store offers high quality merchandise?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 15 15%
Agree 48 48%
Neither or Nor 19 19%
Disagree 8 8%
Strongly Disagree 10 10%
Total 100 100%

75
INTERPRETATION:
Based on above analysis I conclude that 15% of respondents are strongly agree , 48% of
respondents are agree, 19% of respondents are neither or nor, 8% of respondents are disagree and 10%of
respondents are strongly disagree about their overall experience in the mall.
20. This store provides plenty of convenient parking for customers?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 6 6%
Agree 54 54%
Neither or Nor 20 20%
Disagree 14 14%
Strongly Disagree 6 6%
Total 100 100%

76
INTERPRETATION:
Based on above analysis I conclude that 6% of respondents are strongly agree , 54% of
respondents are agree, 20% of respondents are neither or nor, 14% of respondents are disagree and 6%of
respondents are strongly disagree about their overall experience in the mall.
21. This store has operating hours convenient to all their customers?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 22 22%
Agree 65 65%
Neither or Nor 8 8%
Disagree 3 3%
Strongly Disagree 2 2%
Total 100 100%

77
INTERPRETATION:
Based on above analysis I conclude that 22% of respondents are strongly agree , 65% of
respondents are agree, 8% of respondents are neither or nor, 3% of respondents are disagree and 2%of
respondents are strongly disagree about their overall experience in the mall.
22. This store accepts all major credit cards?
A) Strongly Agree B) Agree C) Neither or Nor

D) Disagree E) Strongly Disagree

Attributes Number of Percentage (%)

Respondents
Strongly Agree 27 27%
Agree 58 58%
Neither or Nor 8 8%
Disagree 3 3%
Strongly Disagree 4 4%
Total 100 100%

78
INTERPRETATION:
Based on above analysis I conclude that 27% of
respondents are strongly agree , 58% of respondents are
agree, 8% of respondents are neither or nor, 3% of
respondents are disagree and 4%of respondents are strongly disagree about their overall experience in
the mall.

CHAPTER - 5
79
  FINDINGS
 SUGGESTIONS
 BIBLIOGRAPHY

FINDINGS:

 In this study it is found that the 65% of customers prefer to the store has modern-
looking equipment and fixtures.

 In this study it is found that the 66% of customers prefer to the store and its physical
facilities (trial rooms and restrooms) are visually attractive.

 In this study it is found that the 68% of customers prefer to the store has clean, attractive
and convenient physical facilities (restrooms, fitting rooms).

 In this study it is found that the 71% of customers prefer to the store layout at this store
makes it easier for customers to find what they need.

80
 In this study it is found that the 63% of customers prefer to the store layout at this store
makes it easier for customers to move around in the store .

 In this study it is found that the 59% of customers prefer to the this store promises to do
something (such as repairs, alterations) by a certain time, it will do so.

 In this study it is found that the 69% of customers prefer to the this store performs the
service right the first time.

 In this study it is found that the 69% of customers prefer to the this store has
merchandise available when the customers want it.

 In this study it is found that the 54% of customers prefer to the employees in the store
have the knowledge to answer customers’ questions

 In this study it is found that the 56% of customers prefer to the the behaviour of
employees in this store instills confidence in customers

 In this study it is found that the 55% of customers prefer to the customers feel safe in
their transactions with this store

 In this study it is found that the 58% of customers prefer to the the employees in this store
give prompt service to customers

 In this study it is found that the 58% of customers prefer to the employees in this store
tell customers exactly when services will be performed

 In this study it is found that the 53% of customers prefer to the employees in this store
are never too busy to respond to customer’s requests

 In this study it is found that the 67% of customers prefer to the this store gives customers
individual attention

 In this study it is found that the 62% of customers prefer to the employees in this store
are consistently courteous with customers.

81
  In this study it is found that the 61% of customers prefer to the when a customer has a
problem, this store shows a sincere interest in solving it

 In this study it is found that the 56% of customers prefer to the employees of this store
are able to handle customer complaints directly and immediately

 In this study it is found that the 48% of customers prefer to the this store offers high
quality merchandise

 In this study it is found that the 54% of customers prefer to the this store provides plenty
of convenient parking for customers.

 In this study it is found that the 5% of customers prefer to the this store has operating
hours convenient to all their customers.

In this study it is found that the % of customers prefer to the This store has In this
study it is found that the % of customers prefer to the
operating hours convenient to all their customers this store has operating hours convenient to all their
customers.

Good security system.

Because here each and every individual will be checking before getting entry into the store as well as
going outside, Even the store manager has also checking when he is going outside the store. The security
guard told me that even if the chairman of the Big Bazaar comes he will also be checked.

82
During the offers and discounts more number of people visits Big Bazaar.

There will more offers in Big Bazaar on festivals like Deepawali, Ramjan, etc. the customer visits during
these festivals offer because they get the goods in bulk at less price.

More customers visit in the evenings, and on Wednesdays and Sundays.

Customers like to visit Big Bazaar at evening as well as most on Wednesday and Sunday because
Wednesday is local holiday in VIJAYAWADA and Sunday is Govt. holiday.

Some people visit only for roaming.

I observe that some people are coming to Big Bazaar only for roaming and not for purchasing anything;
it may be that they come for observation and next time they may purchase the goods.

The sales executives are inadequately paid.

I observed in store that the sales executives are of the opinion that the incentives paid to them are not
adequate & it doesn’t meet their expectation.

The same stock is not consistently available.

Many customers left the purchasing because the goods are not available when they purchased them last
time.

Conclusion:

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SUGGESTIONS:

 The should improve the quality Of Vegetables & fruits they provide to customers.

 The Big Bazaar retail outlets should provide the free home delivery facility.

 The Big Bazaar outlets should increase the no. of billing counters in their outlets.

 The Big Bazaar should also provide the credit facility to the lower class customers so that they
can increase their market share.

 The Big Bazaar should also provide the mobile van facility in the areas which are far away from
the stores.

 Try to maintain consistent stock availability

 Try to create better incentives for the sales executives; this could be in the form of bonus,
increased salaries etc.

 Some English training for the sales executives would help them to deliver services to English
speaking customers.

 Make another one or two changing room in a store. Because there are only two changing room.

 Provide more in-depth information to future MBA student trainees.

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Questionnaire on Customer satisfaction

Name: ______________________ Male: _________

Age: ________ Occupation: ________________

Income: _______________ Family size: _________

S. Statement Strongly Agree Neither Or Disagree Strongly

No Agree Nor Disagree

1 The store has modern-looking equipment and

fixtures

2 The store and its physical facilities (trial rooms and

restrooms) are visually attractive

3 The store has clean, attractive and convenient

physical facilities (restrooms, fitting rooms)

4 The store layout at this store makes it easier for

customers to find what they need

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5 The store layout at this store makes it easier for
customers to move around in the store

6 When this store promises to do something (such as

repairs, alterations) by a certain time, it will do so

7 This store performs the service right the first time

8 This store has merchandise available when the

customers want it

9 Employees in the store have the knowledge to

answer customers’ questions

10 The behaviour of employees in this store instills

confidence in customers

11 Customers feel safe in their transactions with this

store

12 The employees in this store give prompt service to

customers

13 Employees in this store tell customers exactly when

services will be performed

14 Employees in this store are never too busy to

respond to customer’s requests

15 This store gives customers individual attention

16 Employees in this store are consistently courteous

with customers

17 When a customer has a problem, this store shows a

sincere interest in solving it

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18 Employees of this store are able to handle customer
complaints directly and immediately.

19 This store offers high quality merchandise

20 This store provides plenty of convenient parking for

customers

21 This store has operating hours convenient to all

their customers

22 This store accepts all major credit cards

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 BIBLIOGRAPHY

Text Books:

MARKETING MANAGEMANT: PHILIP KOTLER

MARKETING MANAGEMENT: Rama Swamy & Nama Kumari

Websites:

www.bigbazaar.com
www.panthalone.com
www.futuregroup.com

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