ccccccccccccSinhgad Technical Education Society¶s

Sinhgad Management Institutes

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A
Project Report
On
³Customer Satisfaction Survey &
Competitor Analysis Of Food Bazaar
In Thrissur.´

Submitted to
Big Bazaar (Thrissur)

By
Aswin T.S

Under the guidance of

Mr.Baburaj (Store Manager)

For Partial fulfillment of

MMM (2007-2009)

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 £ CLARATION
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I, Aswin. T.S do hereby declare
that I have solemnly completed
this project report on the
³Customer Satisfaction Survey &
Competitor Analysis Of Food
Bazaar´ for the fulfillment of MMM
course of University of Pune. The
work carried is honestly completed
by me.

Signature:

Date:
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ACKNOWL £
M NT
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c
ecutive Summery
Mantaloon Retail India Ltd is a retailing giant in India. Their business of
retailing is spreaded all over India by various forms of retail outlets. One of
their successful retail form is Food Bazaar. Food Bazaar is a store which
contains all the essential things needed for a human being in his daily life at
affordable price. Food Bazaar consists of grocery items, staples, fruits,
vegetables, confectionaries, oils etc and also non-food items.

The main objective of this project is to understand, analyze Customer

Satisfaction in Food Bazaar and doing Competitor Analysis.

Customer satisfaction, a business term, is a measure of how products

and services supplied by a company meet or surpass customer expectation. It
is seen as a key performance indicator within business.

In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.

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Organizations are increasingly interested in retaining existing customers

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

Customer satisfaction is an ambiguous and abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and
product/service to product/service. The state of satisfaction depends on a
number of both psychological and physical variables which correlate with
satisfaction behaviors such as return and recommend rate. The level of
satisfaction can also vary depending on other options the customer may have
and other products against which the customer can compare the
organization's products.
Because satisfaction is basically a psychological state, care should be taken
in the effort of quantitative measurement, although a large quantity of
research in this area has recently been developed. Work done by Berry,
Brodeur between 1990 and 1998 defined ten 'Quality Values' which
influence satisfaction behavior, further expanded by Berry in 0000 and
known as the ten domains of satisfaction. These ten domains of satisfaction
include: Quality, Value, Timeliness, Efficiency, Ease of Access,
Environment, Inter-departmental Teamwork, Front line Service Behaviors,
Commitment to the Customer and Innovation. These factors are emphasized
for continuous improvement and organizational change measurement and
are most often utilized to develop the architecture for satisfaction
measurement as an integrated model. Work done by Marasuraman, Zeithaml
and Berry between 1985 and 1988 provides the basis for the measurement of
customer satisfaction with a service by using the gap between the customer's
expectation of performance and their perceived experience of performance.
This provides the measurer with a satisfaction "gap" which is objective and
quantitative in nature. Work done by Cronin and Taylor propose the
"confirmation/disconfirmation" theory of combining the "gap" described by
Marasuraman, Zeithaml and Berry as two different measures (perception and
expectation of performance) into a single measurement of performance
according to expectation. According to Garbrand, customer satisfaction
equals perception of performance divided by expectation of performance.

The usual measures of customer satisfaction involve a survey with a set of

statements using a Likert Technique or scale. The customer is asked to
evaluate each statement and in term of their perception and expectation of
performance of the organization being measured .

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In competitor analysis the main competitors of Food Bazaar in the town is

closely observed in terms of their prices and strategies. Many visits to these
competitor¶s stores have been done and observed keenly their customers
,process, store ambience etc to understand their business strategy. Some
products which are considered as important are purchased for understanding
their pricing strategy.

A chart is prepared of those important products (SKUs) and their prices.

Comparative study has been done with this chart and found out the price
variances. These findings are very important for the organization to
understand competitor pricing strategies and to develop strategies to curtail
this competition .

Company Profile

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³Future´ ± the word which signifies optimism, growth, achievement,

strength, beauty, rewards and perfection. Future encourages us to explore
areas yet unexplored, write rules yet unwritten; create new opportunities and
new successes. To strive for a glorious future brings to us our strength, our
ability to learn, unlearn and re-learn, our ability to evolve.

We, in Future Group, will not wait for the Future to unfold itself but
create_future_scenarios in the consumer_space and facilitate consumption
because consumption is development. Thereby, we will effect socio-
economic development for our customers, employees, shareholders,
associates and partners.

Our customers will not just get what they need, but also get them where,
how and when they need.

We will not just post satisfactory results, we will write success stories.

We will not just operate efficiently in the Indian economy, we will evolve it.

We will not just spot trends, we will set trends by marrying our
understanding of the Indian consumer to their needs of tomorrow.

It is this understanding that has helped us succeed. And it is this that will
help us succeed in the Future. We shall keep relearning. And in this process,
do just one thing.




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roup Vision

³Future Group shall deliver Everything, Everywhere, Every time for Every
Indian Consumer in the most profitable manner´

roup Mission

We share the vision and belief that our customers and stakeholders shall be
served only by creating and executing future scenarios in the consumption
space leading to economic development.

We will be the trendsetters in evolving delivery formats, creating retail

realty, making consumption affordable for all customer segments ± for
classes and for masses.

We shall infuse Indian brands with confidence and renewed ambition.

We shall be efficient, cost- conscious and committed to quality in whatever

we do.

We shall ensure that our positive attitude, sincerity, humility and united
determination shall be the driving force to make us successful.

Core Values
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Indianness: confidence in ourselves.
Leadership: to be a leader, both in thought and business.
Respect & Humility: to respect every individual and be humble in our
conduct.
Introspection: leading to purposeful thinking.
Openness: to be open and receptive to new ideas, knowledge and
information.
Valuing and Nurturing Relationships: to build long term relationships.
Simplicity & Mositivity: 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.
BI
BAZAAR

c A new hyper market discount stores.

c ºow pricing.
c Aiming mainly on middle class people.
c Mass retailing.
c Aimed at covering 70% of a customer¶s shopping
basket.
c Ñothing cheaper & better anywhere.

FOO£ BAZAAR
c *st Food Bazaar was set up in ºower Parel in Mumbai
in 200*.
c Understanding the emotional & rational needs of Indian
house wives.
c They replicate Indian market where customers can
touch,feel,pick & choose factors which is very close to
the hearts of Indian buyers.
c £irectly purchasing from farmers.
c Fresh products at competitive prices.
c ‰ood relationships with leading vendors.

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: Fresh fruits & vegetables.

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: £iary products,juices,aerated drinks &
frozen foods.
c ‰
c
 : Rice wheat,flours,pulses,edible
oils,spices,tea& coffee.
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: Instant cooking items like soups, gravy
mixes etc.
c 
 : Biscuts,cookies,chocolates,wafers,snacks
etc.
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: Personal care products like hair
oil,shampoos,face wash, body lotions etc.

Food Bazaar invites you for a shopping experience, unique

by its ambience. At Food Bazaar you will find a hitherto
unseen blend of a typical Indian Bazaar and International
supermarket atmosphere.

Flagged off in April¶02, Food Bazaar is a chain of large

supermarkets with a difference, where the best of Western
and Indian values have been put together to ensure your
satisfaction and comfort while shopping.

The western values of convenience, cleanliness and

hygiene are offered through pre packed commodities and
the Indian values of "See-Touch-Feel" are offered through
the ³bazaar-like´ atmosphere created by displaying staples
out in the open, all at very economical and affordable
prices without any compromise on quality.

The best of everything offered with a seal of freshness and

purity will definitely make your final buying decision a lot
easier.
 R S ARCH M THO£OLO

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a. Objectives of Research:

To find out the customer satisfaction level

among the customers and analyzing the competitors
of Food Bazaar in Thrissur.

b. £ata Collection:

In this project only Primary £atas are used.

c. Sampling Plan:

  - Customers are segmented into

c Men < 50 years
c Women < 50 years
c Family
c Customers > 50 years

  - 256

 
 - Questionnaire & Schedule
Method.

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*.c £o the Customers are getting products what

they need?
c mes
c Ño
2.c Customer¶s perception about the price of Food
Bazaar products? (compared to market price)
c oery low
c ºow
c àqual
c ·igh
c oery high
3.c Customer¶s experience about the services in
Food Bazaar?
c oery good
c ‰ood
c Average
c Poor
4.c Customers opinion about buying process in
the store?
c oery easy
c àasy
c Average
c £ifficult

5.c what customers feel about the store

ambience?
c àxcellent
c ‰ood
c Average
c Poor

6.c ·ow the customers are getting information

about various offers running in the store?
c Ñews papers
c Ñotices\ banners\ ºeaflets
c Friends & relatives
c To Radio
c Ñot getting

7.c ·ow often customers visit the Food Bazaar?

c Once in a month
c Twice in a month
c àvery week
c Many times in a week
c £aily
A.c Quality of the products in Food Bazaar?
c oery good
c ‰ood
c Average
c Poor

9.c Customers preference for purchase?

c Only renowned brands
c Only Food Bazaar brands
c Anything feel good
c £on¶t know

*0.c What customers feel about

hygiene,arrangements,cleanliness?
c oery good
c ‰ood
c Average
c Poor

**.c Attractive feature for the customer to come

for shopping?
c Price
c Quality
c Services
c Availability of many things at one place

*2.c Reason for vegetable purchase in Food

Bazaar?
c Freshness
c Price
c Quality
c Only when come for other shopping
c Ñot buying
 *3.c Whether instore promotions are noticing by
customers?
c mes
c Ño

*4.c Overall opinion about the Food Bazaar?

c àxcellent
c ‰ood
c Average
c Poor

*5.c Any suggestions

:««««««««««««««««««««««««««««
««««««««««««««««««««««««««««
««««««.

Customer £etails:

c Ñame:
c Place:
c Age:
c ‰ender:
c Contact no:

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S
M NT 1 ± M N < 50  ARS
PRIC (COMPAR £ TO MARK T PRIC )

XUALIT
ATTRACTIV F ATUR

OV RALL RATIN

S
M NT 2 ± M N & WOM N > 50  ARS
PRIC (COMPAR £ TO MARK T PRIC )

XUALIT
ATRACTIV F ATUR

OV RALL RATIN

 S
M NT 3 ± FAMIL

PRIC (COMPAR £ TO MARK T PRIC )

XUALIT
ATRACTIV F ATUR

OV RALL RATIN

S
M NT 4 ± WOM N < 50  ARS
PRIC (COMPAR £ TO MARK T PRIC )

XUALIT
 ATRACTIV F ATUR

OV RALL RATIN

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Major competitors for Food Bazaar in the town are

*.c Margin free super markets

2.c City centre
3.c àlite super market
4.c oarkeys super market
5.c Aditya Birla¶s More

Among all these competitors Margin free super market is

the only one competitor who raise a major threat to Food
Bazaar because they are able to sell product more cheaper
than Food Bazaar.

All other competitors are selling the products on or above

Maximum Retail Price (MRP).So they are not raising strong
competition for Food Bazaar.

Food Bazaar is able to sell about 22 SKUs cheaper than

other competitors. In Food Bazaar rice items are very
selling in very low prices which give an edge over other
competitors.
 COMPARITIV STU£ OF PRIC LIST
 
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CONCLUSION

After analyzing the data of customer satisfaction survey ,we can see that
overall satisfaction level of customers in various segments are satisfactory.
Food Bazaar have lot of opportunities to increase their market share.
Maintaining these qualities and improving further will help Food Bazaar to
achieve an excellent position in both market share and minds of customers.

Competitor Analysis throw light to a tough competition from Margin free

supermarkets especially in pricing strategy. Due to inflation and many other
economic problems middle class customers are very much conscious about
price. This makes price a sensitive element in shopping decision now a days.
So pricing strategy should be taken care properly and make the prices more
competitive will give Food Bazaar an easy way to a bright and
unchallengeable position. All these business strategies will help to fight
against the cut throat competition which can arise in future by other
organized retailers like Subiksha, Reliance etc.

Today customers want a shoppertainment (shopping + entertainment)

experience. They want to enjoy their shopping in a fantastic environment.
Food Bazaar as such have a suitable environment for satisfying the valuable
customers. But improvements have no limit, so further improvement in all
aspects according to changing environment will help Food Bazaar to retain
its valuable customers and add more.

SU

STIONS:

1.c Avoid stapler pins during packing of food items, instead of stapler
pins cello tape can be used.
0.c Arranging more cashiers during the rush hours to avoid bottle necks in
the store, this may lead to customer dissatisfaction.
3.c Availability of fresh vegetables in competitive prices will give a push
to Food Bazaar sales.
4.c Implementing some customer loyalty schemes, programs etc for
profitable and loyal customers will attract more customers and also
the loyal customers more loyal.
5.c Try to increase the reach of advertisements and offer information to
near by towns also.
BIBLIO
RAPH:

1.c WWW.GOOGLE.COM
0.c WWW.BLACKLE.COM
3.c WWW.MANTALOON.COM
4.c MARKETING MANAGEMENT BY MHILLIM KOTLER AND
KELLER.