“A STUDY ON CUSTOMER SATISFACTION IN BIG BAZAAR, ROYAPURAM)”

by
B.NARENDRA RAHUL
(REGISTER NO: 310611631055)

Of

EASWARI ENGINEERING COLLEGE

A PROJECT REPORT
Submitted To The

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements
For the award of the degree

Of

MASTER OF BUSINESS ADMINISTRATION

ANNA UNIVERSITY
AUG 2012
 EASWARI ENGINEERING COLLEGE

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

Certified that this project report titled “A STUDY ON CUSTOMER SATISFACTION

AT BIG BAZAAR, ROYAPURAM” is the bonafide work of Mr. B.NARENDRA RAHUL

Registration number 310611631055 who carried out the research under my supervision.

Certified further , that to the best of my knowledge the work reported herein does not form part

of any other project report or dissertation on the basis of which a degree or award was conferred

on an earlier occasion on this or any other candidate.

INTERNAL GUIDE HEAD OF THE DEPARTMENT

INTERNAL EXAMINER EXTERNAL EXAMINER

 DECLARATION

I hereby declare that this project entitled “A STUDY OF CUSTOMER

SATISFACTION AT BIG BAZAAR, ROYAPURAM” was sincerely done, during the period

from June 2012. The study has been undertaken in partial fulfillment for the Degree of Master of

Business Administration at Easwari Engineering College, Chennai affiliated to Anna University.

I also declare that this project has not been submitted to any other institutions or

university, for the award of any Degree or Diploma.

Place: Chennai B.NARENDRA RAHUL

 ACKNOWLEDGEMENT

In the first instance, I oblige to the Honorable Chairman, Dr. Shivakumar, the principal

Dr.Jothi Mohan Balasubramanian., for their support and encouragement for the completion of

project.

I take this opportunity to convey my sincere thanks to the Head of the Department

Dr.Mu.Subramaniyan, for the cooperation and support given during the course of the project.

I take the privilege to extend my hearty thanks to my Internal Project Guide

Mrs.D.Hemalatha for her valuable and invariable suggestion and encouragement in carrying out

this project successfully.

I take this opportunity to express my deep sense of gratitude and sincere thanks to Mr. C.Dinesh

HR MANAGER and to the management of who spent their valuable time in helping me to

finish the project.

Last but not the least; I would like to thank my parents and friends for providing all the

necessary support throughout the study without which this study would be an

unaccomplished task.
 TABLE OF CONTENTS

CHAPTER TITLE PAGE

NO NO
1 CHAPTER -1 INTRODUCTION
1.1 INTRODUCTION 7
1.2 INDUSTRY PROFILE 10
1.3 PROFILE OF THE COMPANY 12
2 CHAPTER -2 REVIEW OF LITERATURE
2.1 REVIEW OF LITERATURE 15
2.2 RESEARCH REVIEW 18
3 CHAPTER -3 RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN 21
3.2 RESEARCH METHOD 21
3.3 METHOD OF DATA COLLECTION 21
3.4 SAMPLE SIZE 22
3.5 DATA ANALYSIS 22
3.6 TOOLS USED FOR DATA ANALYSIS 22

4 CHAPTER -4
DATA ANALYSIS AND INTERPRETATION
4.1 ANALTICAL APPROACH PROBLEM SOLVING 24
4.3 OBSERVATION 24
4.4 ANALYSIS 25
4.6 CHECK 37
 5 CHAPTER-5
SUMMARY OF FINDINGS,SUGGESTIONS &
CONCLUSION
5.1 SUMMARY OF FINDINGS 39
5.1.1 SWOT ANALYSIS 40
5.2 SUGGESTION 41
5.3 CONCLUSION 42
5.4 BIBLIOGRAPHY 43
5.5 ANNEXURE 44
 CHAPTER-1

INTRODUCTION
 INTRODUCTION

Defining Customer Satisfaction:

It is a measurement or indicator of the degree to which customers or users of an organization’s

products or services are pleased with those products or services.

Customer satisfaction to a company can be defined as:

 The company's ability to fulfill the business, emotional, and psychological needs of its
customers;
 Quality of service delivery expected by the customers.
 An internal drive to satisfy an unsatisfied need of customer.
 Providing good service in a pleasant manner and meeting the customer's expectations;
 The measure of the degree to which a product or service meets the customer's
expectations;
 Comparison of expectations versus actual experience.

Measuring Customer Satisfaction

Most companies say that they believe in great customer service, but few set up a system to
ensure that they provide it. To deliver excellent customer service takes both understanding what
your customers want and the way to see that they receive it.

Delighted Customers Are Profitable:

It is widely accepted that it is almost five times more profitable to sell to an existing customer
than to find a new customer. More important, the difference between satisfied customers and
very satisfied customers can make a big difference in customer repeat business and the profits.
Measuring client satisfaction is very important and distinguishing between degrees of
satisfaction by using customer surveys is crucial.
Measuring Customer Satisfaction

There are several ways to gather input from customers. The simplest way to find out how
customers feel and what they want is to ask them. If you have only 20 customers, you can talk to
each one personally. The advantage of this approach is that you'll get a personal "feel" for each
customer.
The disadvantage is that you'll gather different information from each customer depending on
how the conversation goes.
Customer surveys with standardized survey question insure that you will collect the same
information from everyone. Remember that few of your customers will be interested in "filling
out a questionnaire". It's work for them without much reward. By launching a customer survey as
an attempt to find out "how we can serve you better" -- your customers will feel less put upon.

Here are a few of the possible dimensions that one could measure:
 Quality of product
 Pricing
 Offers and discounts
 Staff’s behavior
 Complaints or problems
 Billing experience
 Security’s behavior
 Store’s ambience & cleanliness
 Overall experience in store
Using satisfaction Surveys to achieve a Competitive advantage

Consider these statistics:

 Only 4% of all customers with problems complain

 The average person with a problem eventually tells 9 other people
 Satisfied patients and customers tell 5 other people about their good treatment
 Cost of acquiring a new customer is usually 5-7 times greater than retaining current ones
 Cost of hiring and training a new employee is up to 10 times greater than retaining
current ones.

These facts underscore the need to satisfy your current customers so they remain with your
organization. Ensuring their satisfaction is vital to your long-term business survival and
profitability. The technology available to both you and your competitors has made it easier to
duplicate each other’s products or services.
Because of this, it is increasingly difficult to rely on features alone to differentiate yourself from
the competition. Excellent customer satisfaction is one of the few ways to achieve a sustainable
competitive advantage.
Satisfaction (and dissatisfaction) affects your organizations bottom line

The value of satisfaction is often underestimated. Loyal customers affect an organization’s

success, which can be difficult to quantify. Loyal customers grow your business by increasing
market share. Over a lifetime, a loyal customer purchases more, purchases at a premium (they
are less sensitive to price), costs less to sell to, and refers your business to others.
 INDUSTRY PROFILE

Industry Insight - Indian Retail Industry

The retail sector in India is witnessing a huge revamping exercise as traditional markets
make way for new formats such as departmental stores, hypermarkets, supermarkets and
specialty stores. Western-style malls have begun appearing in metros and second-rung cities
alike introducing the Indian consumer to a shopping experience like never before.

The Indian Retail Sector

The Indian Retail Sector is at an inflexion point, with changing demographics driving
growth of organized retailing and driving growth in consumption. With an expanding economy,
the country‘s overall retail sector will become a $450 billion (Rs20.85 trillion) business by 2015.
Along the way, the modern retail business will create about 1.6 million jobs in the next
five years acc. to McKinsey. Modern retailers will not only create employment opportunities but
also would help raise India‘s overall economic productivity and could also result in lowering
prices of goods. With changing demographic and economic profile of the Indian population, it is
believed that India is expected to experience accelerated consumption over the next few years.

Growth in organized retail

In sharp contrast to the global retail sector, retailing in India – though large in terms of
size – is highly fragmented and unorganized. With close to 12 million retail outlets India has the
largest retail density in the world. However, most of these retail outlets belong to the
unorganized sector. The Indian retail industry is evolving in line with changing customer
aspirations across product groups, with modern formats of retailing emerging. Organized retail
derives its advantages in generating operational efficiencies while simultaneously catering to
rising consumer aspirations. Size drives economies on procurement, and lowers logistics and
marketing costs while delivering better value to customers in terms of lower price, better quality,
greater selection, improved service and in store ambience.
 COMPANY PROFILE

Future Value Retail Limited is a wholly owned subsidiary of Pantaloon Retail (India)
Limited. Kishore Biyani is the Managing Director of Pantaloon retail (India) Ltd and the Group
Chief Executive Officier of Future Group. Pantaloons family store, an organized retail sector was
opened in 1997. This was followed by the opening of Big bazaar, a uniquely Indian
hypermarket format that democratized shopping in India.
Big Bazaar was launched in September, 2001 with the opening of its first four stores
in Calcutta, Indore , Bangalore and Hyderabad. Currently, there are 214 stores across 90 cities
and towns in India covering around 16 million sq.ft. of retail space. In Tamil Nadu, 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 guaranteed that definitely best products offered at the best prices. Over
1,70,000 products under one roof that cater from apparel to general merchandise like Plastics,
Home Furnishings, Utensils, Crockery, Cutlery, Sports Goods, Car Accessories, Books and
Music, Computer Accessories and many, many more. Big Bazaar is the destination where
products available at prices lower than the MRP, setting a new level of standard in price,
convenience and quality, making Big Bazaar, India's favourite shopping destination.

INNOVATIONS:

 Wednesday Bazaar -Big Bazaar introduced the Wednesday Bazaar concept and
promoted it as “Hafte Ka Sabse Sasta Din”. It was mainly to draw customers to the
stores on Wednesdays, when least number of customers is observed. According to the
chain, the aim of the concept is "to give homemakers the power to save the most and
even the stores in the city don a fresh look to make customers feel that it is their day".

 Sabse Sasta Din- With a desire to achieve sales of Rs 26crores in a one single day, Big
Bazaar introduced the concept of "Sabse Sasta Din". The idea was to simply create a day
in a year that truly belonged to Big Bazaar. This was launched on January 26, 2006 and
 the result was exceptional that police had to come in to control the mammoth crowd. The
concept was such a huge hit that the offer was increased from one day to three days in
2009 (24 to 26 Jan) and to five days in 2011 (22-26 Jan).

 Maha Bachat- Maha Bachat was started off in 2006 as a single day campaign with
attractive promotional offers across all Big Bazaar stores. Over the years it has grown
into a 6 days biannual campaign. It has attractive offers in all its value formats such as
Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar - catering to the entire
needs of a consumer.

 The Great Exchange Offer-On February 12, 2009 Big Bazaar launched "The Great
Exchange Offer", through with the customers can exchange their old goods in for Big
Bazaar coupons. Later, consumers can redeem these coupons for brand new goods across
the nation.

Several promotion schemes practiced at Big Bazaar

 Online shopping cash on delivery

 Exchange offers like Junk swap offer
 Payback card
 Future card
 Wednesday bazaar
 Brand endorsement by Asin and M. S. Dhoni
 Advertisement (print ad, radio and TV)
 CHAPTER -2
REVIEW OF LITERATURE
 REVIEW OF LITERATURE

Customer satisfaction

Customer satisfaction is a highly personal assessment that is greatly influenced by individual

expectations. Some definitions are based on the observation that customer satisfaction or
dissatisfaction results from either the confirmation or disconfirmation of individual expectations
regarding a service or product. To avoid difficulties stemming from the kaleidoscope of customer
expectations and differences, some experts urge companies to “concentrate on a goal that’s more
closely linked to customer equity.”

According to Kotler-Customer satisfaction depends on the product’s perceived performance

relative to buyer’s expectations. If the product performance falls short of expectations, the
customer is dissatisfied. If performance matches expectations, the customer is satisfied. If
performance exceeds expectations, the customer is highly satisfied or delighted.
Outstanding marketing companies go out of their way to keep important customers satisfied.
Highly satisfied customers make a repeat purchases and tell others about their good experience
with the product. The key is to match customer expectation with company performance. Smart
companies aim to delight customers by promising only what they can deliver, then delivering
more than they promise.

However, although the customer-centered firm seeks to deliver high customer satisfaction
relative to competitors, it does not attempt to maximize customer satisfaction.
A company can always increase customer satisfaction by lowering its price or increasing its
services. But this may result in lower profits. Thus, the purpose of marketing is to generate
customer value profitability. This requires a very delicate balance: The marketer must continue
to generate more customer value and satisfaction but not “give away the house.”

“The gulf between satisfied customers and completely satisfied customers can swallow a
business.”
Customer

The question of defining who your customers are seems fairly easy particularly if you have
segmented your market properly and understand who you are trying to satisfy. However subtlety
that frequently goes undetected by many firms is that is that customer set can be divided into two
parts, the apparent customer and the user. The apparent customer is the person or group of people
who decide what product to buy and basically have control over the purse strings. The user is a
person or group who physically uses the product or is the direct recipient of a service.

Satisfaction

As in defining customer above, defining satisfaction also appears simple. However as with
customer there is a subtlety that needs addressing. Satisfaction by most definitions simply means
meeting the customer’s requirement.

Customer satisfaction is a concept that more and more companies are putting at the heart of their
strategy, but for this to be successful they’re needs to be clarity about, what customer satisfaction
means and what needs to happen to drive improvement. Without this, there is a risk that
customer satisfaction becomes little more than a good intention, with confused objectives failing
to address the real issues for customers, one helpful way to look at the problem is to rephrase the
objectives: set the sights on helping the customers meet their goals.

Customer satisfaction can be defined in many different ways. Finding the right way for a
company depends on understanding your customer and on having a clear vision of the role that
customer satisfaction is to play in the strategy. For example, a focus on customer satisfaction can
work alongside existing segmentations to support revenue generation from high value customers
or it can be a company-wide objective rooted in the brand values. For the former, it may be
sufficient to focus on improving customer service, but for the latter a broader definition of
customer satisfaction is necessary, closer akin to corporate reputation.
Whatever the strategy for customer satisfaction, it must at least include getting the basics right.
Failing to achieve this can destroy the reputation as well as losing valuable customers. Every
customer, regardless of their economic worth to the business, has the power to influence –
positively or negatively – a company’s reputation. Once the objectives for the customer
satisfaction strategy are defined there are a number of steps we can take to make sure the focus
on customer satisfaction is effective.

Building a company around Customer Satisfaction

With the increase in customer’s demands and competition it has become a lot more important to
base the entire company on customer service. When doing this one must first realize that every
member of an organization plays an active role in customer service. This includes both external
customers and internal customers within a company.

Customer focused organizations focus both on customer satisfaction and profit. Achieving
customer satisfaction generates the profit. In these organizations top management has frequent
contacts with external customers. The top management uses consultative, participative, and
supportive management styles to get through to the customer. The staff focuses all of its attention
on satisfying the customer’s needs. However, the management’s job is to provide the staff with
support necessary to achieve these goals. The other department and staff in the organization that
do not have direct contact with the external customers deal exclusively with internal customer
satisfaction.
 RESEARCH REVIEW

Instead of asking whether customers are satisfied, they encourage companies to determine how
customers hold them accountable

As a potential solution to the factor 10/20 vision system level improvements have to be made,
contrary redesigning individual products or processes (Weterings and Opschoor 1992; Vergragt
and Jansen 1993; von Weizsäcker, Lovins et al. 1997; Ryan 1998; Manzini 1999; Brezet, Bijma
et al. 2001; Ehrenfeld and Brezet 2001).

For more than a decade now, a range of studies that address environmentally sound consumer
behaviour, e.g. car use, waste sorting, minimization and recycling practices have been conducted.
However, few studies evaluated consumer acceptance of the PSS concept – a consumption based
on non-ownership of physical products, see, for example, studies on car sharing schemes
(Schrader 1999; Meijkamp 2000), ski rental and washing services (Hirschl, Konrad et al. 2001).

Besides the information processing perspective, manufacturing analyses consumer behavior by

employing a psychologically grounded concept of attitudes (Balderjahn 1988; Ronis, Yates et al.
1989; Luzar and Cosse 1998). It is consumer attitudes that are usually named as the major factor
in shaping consumer behavior and a wealth of studies is available on the topic of how attitudes
can predict behavior.

(Anderson, Fornell and Mazvancheryl, 2004) Therefore a firm should concentrate on the
improvement of service quality and charge appropriate fair price in order to satisfy their
customers who would ultimately help the firm to retain its customers (Gustafsson, Johnson and
Roos, 2005).

It is a common phenomenon that the services a brand offers and the price it charges actually
determine the level of satisfaction among its customers, than any other measure (Turel et al.
2006).
Customer’s involvement is also important as when buyer consider the product important and
invests time to seek information then it ultimately enhances the satisfaction level (Russell-
Bennett, McColl Kennedy and Coote, 2007). This satisfaction may influence the concerned
company by repurchase, purchase of more products, positive word of mouth and willingness of
customer to pay more for the particular brand. Any business is likely to lose market share,
customers and investors if it fails to satisfy customers as effectively and efficiently as its
competitors is doing (Anderson, Fornell, and Mazvancheryl, 2004).

According to Kotler and Armstrong (2010) price is the amount of money charged for a product
or service, or the sum of the values that customers exchange for the benefits of having or using
the product or service while Stanton, Michael and Bruce (1994) defined price as the amount of
money or goods needed to acquire some combination of another manufacturing and its
companying services.

But the marketing literature showed researchers’ inclination towards price fairness in relation
with customer satisfaction (Hermann et al., 2007; Kukar-Kinney, Xia and Monroe, 2007; Martin-
Consuegra, Molina and Esteban, 2007). Price fairness refers to consumers’ assessments of
whether a seller’s price is reasonable, acceptable or justifiable (Xia et al., 2004; Kukar-Kinney,
Xia and Monroe, 2007). Price fairness is a very important issue that leads toward satisfaction.
Charging fair price helps to develop customer satisfaction and loyalty.

Research has shown that customer’s decision to accept particular price has a direct bearing at
satisfaction level and loyalty and indirectly (Martin- Consuegra, Molina and Esteban, 2007). In
another study of Herrmann et al., (2007), it was concluded that customer satisfaction is directly
influenced by price perceptions while indirectly through the perception of price fairness. The
price fairness itself and the way it is fixed and offered have a great impact on satisfaction.
 CHAPTER-3
RESEARCH
METHODOLOGY
 RESEARCH METHODOLOGY:

MEANING:
Research also starts with question or problem .its purpose is to find answer to question
through the applicants of scientific method it pursuit of the track with the help of the study and
observation.

3.1 RESEARCH DESIGN:

A frame work or blueprint for conducing for the marketing research project it details
Of the procedures necessary for attaining the information needed to structure ad or solving
Marketing research problem

3.2 DESCRIPTIVE RESEARCH:

Descriptive research a type of conclusive research that has as its major objective
The description of something usually mart characteristics or function

3.3 METHOD OF DATA COLLECTION:

3.3.1PRIMARY DATA:
Primary data is newly collecting the data for our purpose.

3.3.2 SECONDARY DATA:

Secondary data is already exits but make some interpretation of the exit data for our purpose

3.4 SAMPLING SIZE:

Since the degree of accuracy is directly proportional to the sample size, so I had taken a sample
of 100 customers. And with a population of 500 customers. Since there are different categories
of customers and these are less homogenous so I had taken a large sample
3.4.1 Sampling technique:
The researcher had used convenient sampling method for this research which comes under
Probability sampling technique. In all forms of research, it would be ideal to test the entire
population, but in most cases, the population is just too large that it is impossible to include
every individual. Many researchers prefer this sampling technique because it is fast, easy and the
subjects are readily available since it is based on the convenience of the respondents.

3.4.2 Sampling method

The used the Questionnaire method as a tool of collecting the required data from the samples.
“A Questionnaire is a list of questions sent to a number of persons for them to answer.
The researcher adopted the Questionnaire method for data collection as and all the respondents
are educated and it helps the respondents to give well thought out answers. In this method the
identity of the respondents are kept anonymous and so the respondents will answer truly.

3.5 DATA ANALYSIS

The data collected will be analyzed by descriptive analysis. The data will then be presented in a
tabular format to be generated by use of SPSS (statistical package for social sciences) computer
program. There will be the use of mean, percentage and frequency. The mean will give the
average of respondents who agree or disagree. The frequency will show how many times a
certain factor appears and the parentage that agreed or disagrees on various issues. Other forms
of data presentation will be the use of graphs, charts.

3.6 STATISTICAL TOOLS USED:

Chi-square test

3.7 HYPOTHESIS:

Null Hypothesis (Ho): Big Bazaar products and services satisfy its customer.
Alternate Hypothesis (H1): Big Bazaar product and services do not satisfy its customers.
 CHAPTER – 4

DATA ANALYSIS AND

INTERPRETATION
FREQUENCY TABLE :

1. Rating of customer service desk & in-store announcements

MALE FEMALE TOTAL

Excellent 19 20 39
Good 18 5 23
Neutral 7 7 14
Poor 3 3 5
Very poor 10 9 19
Total 57 43 100

Customer service desk & In-store

announcements

5%
19% 23%
Excellent
Good
Neutral
Very poor
14%
Poor
39%
H0 = customer service is independent of gender
H1 = customer service is dependent of gender

Oi Ei Oi-ei (Oi-ei)2 (Oi-ei)2/ei

19 22.2 -3.2 10.2 0.5
20 16.8 4.8 23 1.4
18 13.1 4.9 24 1.8
5 9.9 -4.9 24 2.4
7 8 -1 1 0.1
7 6 1 1 0.2
3 2.9 0.1 0 0
3 2.2 0.8 0.6 0.3
10 10.8 -0.8 0.6 0.1
9 8.2 0.8 0.6 0.1
Total 6.9

Calculated value is = 6.9

The tabulated value is = 9.488

The calculated value is lesser than the tabulated value

INFERENCE: Therefore the customer service is independent of gender.

 2. Rating of big bazaar prices

MALE FEMALE TOTAL

Excellent 8 3 11
Good 27 13 40
Neutral 20 16 36
Poor 3 1 4
Very poor 5 4 9
Total 63 37 100

Big Bazaar Prices

9% 4% 11%
Excellent
Good
Neutral
36% 40% Very poor
Poor
H0 = prices are dependent on gender
H1 = prices are independent on gender

oi Ei Oi-ei (Oi-ei)2 (oi-ei)2/ei

8 6.9 1.1 1.2 0.2
3 4.1 -1.1 1.2 0.3
27 25.2 1.8 3.2 -22
13 14.8 -1.8 3.2 0.2
20 22.7 -2.7 7.3 0.3
16 13.3 2.7 7.3 0.5
3 2.5 0.5 0.3 0.1
1 1.5 -0.5 0.3 0.2
5 5.7 -0.7 0.5 0.1
4 3.3 0.7 0.5 0.2
total -19.9

Calculated value is = -19.9

Tabulated value is = 9.488

The calculated value is lesser than the tabulated value

INFERENCE: Therefore the prices are independent on gender

3. Rating the quality and variety of the product

MALE FEMALE TOTAL

Excellent 30 29 59
Good 3 5 8
Neutral 15 6 21
Poor 3 1 4
Very poor 4 4 8
55 45 100

Quality & Variety of Product

8% 4% 8% Excellent
21% Good
Neutral
Very poor
59% Poor
H0 = the quality and variety of the product are independent on gender
H1 = the quality and variety of the product are dependent on gender

Oi ei Oi-ei (Oi-ei)2 (Oi-ei)2/ei

30 32.5 -2.5 6.3 0.2
29 26.6 2.4 5.8 0.2
3 4.4 -1.4 2 0.5
5 3.6 1.4 2 0.6
15 11.6 3.4 11.6 1
6 9.5 -3.5 12.3 1.3
3 2.2 0.8 0.6 0.3
1 1.8 -0.8 0.6 0.3
4 4.4 -0.4 0..2 0
4 3.6 0.4 0.2 0
Total 4.4

Calculated value = 4.4

Tabulated value = 9.488

The calculated value is lesser than the tabulated value

INFERENCE: Therefore the quality and variety of the product are independent on gender
 4. Rating of offers and discounts

MALE FEMALE TOTAL

Excellent 31 16 47
Good 4 6 10
Neutral 16 8 24
Poor 4 1 5
Very poor 7 7 14
Total 62 38 100

Of fers & Discounts

5% 10%
14%
Excellent
Good
Neutral
Very poor
24% 47% Poor
H0 = the offers and discounts is independent on the gender
H1 = the offers and discounts is dependent on the gender

Oi Ei Oi-ei (Oi-ei)2 (Oi-ei)2/ei

31 29.1 1.9 3.6 0.1
16 17.8 -1.8 3.2 0.1
4 6.2 -2.2 4.8 0.7
6 3.8 2.2 2.8 0.7
16 14.8 1.2 1.4 0
8 9.1 -1.1 1.2 0
4 3.1 0.9 0.8 0.1
1 1.9 -0.9 0.8 0.4
7 8.6 -1.6 2.5 0.2
7 5.3 1.7 2.8 0.5
Total 2.8

Calculated value = 2.8

Tabulated value = 9.488

The calculated value is lesser than the tabulated value

INFERENCE : the offers and discounts are independent on gender

5. Rating of staff’s behavior

MALE FEMALE TOTAL

Excellent 31 27 58
Good 3 4 7
Neutral 8 6 14
poor 1 2 3
Very poor 9 9 18
Total 52 48 100

Staff’s behavior

18% 3% 7% Excellent
Good
Neutral
14% Very poor
58%
Poor
H0 = staff’s behavior is independent upon the gender
H1 = staff’s behavior is dependent upon the gender

oi Ei Oi-ei (Oi-ei)2 (Oi-ei)2/ei

31 30.1 0.9 0.8 0
27 27.8 -0.9 0.8 0
3 3.64 -0.6 0.3 0
4 3.3 0.7 0.4 0.1
8 7.2 0.8 0.6 0
6 6.7 -0.7 0.7 0.1
1 1.5 -0.5 0.2 0.1
2 1.4 0.6 0.3 0.2
9 9.3 -0.3 0 0
9 8.6 0.4 0.1 0
Total 0.6

Calculated value = 0.6

Tabulated value = 9.488

The calculated value is lesser than the tabulated value

INFERENCE: Therefore the staff’s behavior is independent upon the gender

 6. Rating of store’s ambience & cleanliness

MALE FEMALE TOTAL

Excellent 40 19 59
Good 13 11 24
Neutral 5 4 9
Poor 1 1 2
Very poor 3 3 6
62 38 100

Store’s Ambience & Cleanliness?

6% 2%
9% 24%
Excellent
Good
Neutral
Very poor
Poor
59%
 7. Rating of billing experience

MALE FEMALE TOTAL

Excellent 19 21 40
Good 5 4 9
Neutral 12 23 35
Poor 3 1 4
Very poor 6 6 12
45 55 100

Billing Experience

12% 4% 9% Excellent
Good
Neutral
40% Very poor
35%
Poor
 8. Rating of security’s behavior

MALE FEMALE TOTAL

Excellent 20 21 41
Good 3 1 4
Neutral 19 3 22
Poor 10 7 17
Very poor 8 8 16
60 40 100

Security’s Behavior?

16% 4% Excellent
Good
17% 41%
Neutral
Very poor
22% Poor
 9. Rating of overall experience in store

MALE FEMALE TOTAL

Excellent 30 13 43
Good 10 8 18
Neutral 6 15 21
Poor 3 1 4
Very poor 6 8 14
55 45 100

Overall Experience in Store

14% 4% 18% Excellent

Good
Neutral
21% Very poor
43% Poor
 CHAPTER -5
FINDINGS , SUGGESTIONS
AND CONCLUSION
 FINDINGS

 Inferred that 34% of the people says the customer service desk and the in store
announcements are excellent and 14% are satisfied
 Inferred that 11% of the people say the prices are excellent and 36% are satisfied
 Inferred that 59% of the people say the quality and variety of the product are excellent
and 21% are satisfied
 Inferred that 47% of the people says that the offers and discounts are excellent and only
5% of the people says its poor
 Inferred that 18% of the people says the overall experience in the store was Neutral and
21% people says its good
 Factors of customer satisfaction are independent with the type of gender of the customers

5.1.1 SWOT ANALYSIS

STRENGTHS

 It is the largest retail store with good ambience in Royapuram.

 It has goodwill of being a format of Future Group, which has pan India presence.
 It stores up to 160000 SKU’s, which is in itself the biggest offering under one roof for
customers..

 Huge parking space as compared to competitors.

WEAKNESS

 No electronic items & furniture to complete the offerings.

  High perishable items like vegetables are kept.
 Security & staff are new and need more experience.
 Cashiering is not up to the mark.
 Cleanliness & hygiene is not up to the standard

OPPORTUNITY

 TG demands segregation of crowd, as there are few places where they can go, Big
Bazaar has a opportunity to be a outing destination.
 Huge potential for entertainment in the city e.g. F-123, Sports bar, E-Zone etc. can do
amazing business.
 Mood of optimism is creeping in the mind of consumers regarding facilities.

THREATS

 A larger mall is coming up in the heart of the city.

 Location is a bit far away from the main city.
 Strong local market with home delivery facility to compete..
Royapuram Customers are less brand conscious & price sensitive on large
 5.2 SUGGESTIONS

 The overall sales satisfaction index from the study reveals that the company is
performing very well and customers buying are much satisfied with the service given to
them.

The only couple problem noticed are:

 Some of the customers have complained about the slack in the delivery process and
timings.
 Therefore, this is the area which is recommend to the showroom to focus a little bit more.
It needs to improve its delivery process and time.
 Need to become little quick and fast. Some of the customers have also complained about
the after purchase services provided by the showroom.

Even though the complaints are minor, the showroom needs to resolve the customer after
purchase service issues in order to achieve customer satisfaction
 5.3 CONCLUSION

A highlights of the study on customer satisfaction towards the Big Bazaar, Royapuram
product76% people like our product mostly the emr provide small scale industries,80%people
accepted our product but some people provide more better sales and services Inferred that 37.8%
of people strongly agree respondents , 37.4% company people agree,20.7% people respondents
to satisfy after sales and services Find out analyzing table mostly 62% the service provide small
scale Industries17% Company have a problem
 5.4 BIBLOGRAPHY

BOOKS:
Balderjahn, I. (1988). "Personality Variables and Environmental Attitudes as
Predictors of Ecologically Responsible Consumption Patterns." Journal of
Business Research 17(1): 51-56.

Mont, O. (2000). Product-Service Systems. Stockholm, Swedish EPA, AFR-report

288: 83.
Marketing research (sixth edition)-naresh k.malkotra
Principles of Marketing management (Philip Kotler)
Marketing Research

WEBSITES:

 www.futurebytes.com

 www.pantaloon.com

 www.retailindia.com

 www.google.com
 5.5 ANNEXURE

Questionnaire:

Name _________

1. How do you rate Big Bazaar Prices?

Excellent  Good  Neutral  Very poor 

Poor 

2. How do you rate quality & variety of product?

Excellent  Good  Neutral  Very poor 

Poor 

3. How do you rate our offers & discounts?

Excellent  Good  Neutral  Very poor 

Poor 

4. How do you rate staff’s behavior?

Excellent  Good  Neutral  Very poor 

Poor 
 5. How do you rate store’s ambience & cleanliness?

Excellent  Good  Neutral  Very poor 

Poor 

6. How do you rate our customer service desk & in-store announcements?

Excellent  Good  Neutral  Very poor 

Poor 

7. How was your billing experience?

Excellent  Good  Neutral  Very poor 

Poor 

8. How do you rate security’s behavior?

Excellent  Good  Neutral  Very poor 

Poor 

9. How was your overall experience in store?

Excellent  Good  Neutral  Very poor 

Poor 

10.Would you like to provide any suggestions -

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