ABSTRACT Research in common mans 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 in estigation. Research is done to gain familiarity with a phenomenon e ent ! product ! ser ice or to determine the fre"uency with which something occurs, with which it is associated with something else# or to test a hypothesis of casual relationship $etween aria$les. %n short customer perception research is the o$&ecti e and formal process of systematically o$taining, analy'ing and interpreting the data for actiona$le decision making in customer perception towards an organi'ation (Big Bazaar, in my Study). The $asic o$&ecti e of this study is to analy'e the customer perception towards Big Bazaar in *ydera$ad, Andhra +radesh. Research was carried out for *ydera$ad customers who were main targets for this study. Customers ware asked a$out their perception towards Big B

CONTENTS

C*A+T,R-. %/TRO01CT%O/ OB4,CT%5,S O6 T*, ST107 .

Page No. 23-.3

R,S,ARC* 8,T*O0O9O:7 9%8%TAT%O/S O6 T*, ST107 C*A+T,R-; R,5%,< O6 9%T,RAT1R, .=-;>

CHAPTER-3
%/01STR7 +RO6%9, ;?-@2 31-41

COMPANY PROFILE
C*A+T,R-3 0ATA A/A97S%S A %/T,R+R,TAT%O/ C*A+T,R-B 6%/0%/:S A/0 S1::,ST%O/S CO/C91S%O/ D1,ST%O//A%R, B%B9%O:RA+*7 =3-=? =C >2->; 3@-=;

CHAPTER-1
%/TRO01CT%O/

%/TRO01CT%O/ 8arketing is fast mo ing and eEciting acti ity in e ery$ody acti ates. The sellers, distri$utors, ad ertising agencies, consultants, transporters, financers, store agencies and e ery one as a counter are part of the marketing system. Any eEchange process $e it consumer, goods, intermediary goods, ser ices of ideas, comes under the pre iew of marketing. %t is ery often regarded that the de elopment of markets and marketing is synonymous with the economic de elopment of account. Through marketing is an age-old acti ity# it has de eloped recently as an action discipline. %n the e er-growing corporate world, marketing is $eing regarded as a crucial element for the success of an ,nterprise.

The marketing discipline is undergoing fresh reappraisal in the light of the ast glo$al, Technological, economic and social challenges facing todays companies and countries. 8arketing at its $est is a$out alue creation and raising the worlds li ing standards. Todays winning companies are those who succeed most in satisfying, indeed delighting their target customers.

As "uoted $y P.P.Drucker F8arketing is so $asic that it cannot $e considered a separate function. %t is whole $usiness seen from the point of iew of its final result, that is, from

the customers point of iew. Business success is not determined $y the producer $ut $y the customerG. +hillip Hotler has therefore defined marketing as F%t is a social and managerial process $y which indi iduals and groups o$tain what they need and want through creating, offering and eEchanging products of alues with othersG. 8any %ndian companies espouse a satisfied customer philosophy and descri$e 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 gi ing consumers the opportunity to choose among many aried alternati es, satisfaction has $ecome a ma&or concern of $usiness.

MARKETING MANAGEMENT
8arketing is a set of human acti ities directed at facilitating and consuming hangsG the essence marketing is eEchange of products and the transaction satisfies human needs and want. 8arketing manager mange demand $y carrying out marketing Research, +lanning, Controlling and implementing the marketing acti ities. <ith in marketing planning, marketers must make decisions on market positioning, pricing, distri$ution channels, product de elopment.

MARKET POSITIONING
Arranging for a product to occupy a clear distincti e and desira$le place relati e 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 acti ities, marketing planning synonymous with o erall $usiness planning.

MARKET DEVELOPMENT
A strategy for a company growth $y identifying new market for current companys products.

MARKET LEADER
The firm in an industry with the largest market share, it usually leads other firms in price changes, new product introduction, distri$ution co erage and promotion spending.

MARKET CONCEPT
Only the marketing concept is capa$le of keeping the organi'ation free from marketing myopia. 8arketing concept holds that the key to achie ing organi'ational goals consists of $eing more effecti e than competitions in integrating marketing acti ities towards determining and satisfying the needs and wants of target markets.

MARKETING CONCEPTS ON 4 PILLARS

Target market Consumer needs. %ntegrated marketing

Target Market
/o company can operate in e er market and satisfy e ery need. /or can it always do a good &o$ within one $road market. Companies do well when they target markets carefully and prepare a tailored market in program. 6or eEample, your target markets may $e college-going student or a working professional.

Co !"#er Nee$!
A company can define its target market $ut fail to fully understand that consumers needs. 6or instance college-going students look for aesthetic appeal in a wristwatch. The company may not understand that, they want impress their friends while wearing a wristwatch. 8any companies gi e more preference the dura$ility of the product and less preference to design, which leads to failure. A responsi e market finds a stated need or consumers fill itI a creati e marketer disco ers and produces solutions that consumers did not ask $ut to which they enthusiastically respond.

INTEGRATED MARKETING
<hen all companys departments work together to ser e to consumers interest, the result is integrated marketing takes place on two le els first, the arious marketing functions-sales force, ad ertising, 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 olume of target sales. Or the ad ertising director and a $rand manager cannot agree on an ad ertising comparing. All these must $e coordinated from the consumers point of iew. Second, marketing must $e well coordinated with their company department.

Pro%&ta'&(&t)
The ultimate purpose of the marketing concept is to help organi'ations achie e to their goals. %n the case of the profit firms, the ma&or goal is profitI in the case of non-profit and pu$lic organi'ations, it is sur i ing and attracts enough funds to perform their work. %f one offers superior product "uality A $usiness integrity, high profit, market share and growth will follow. /,,0 6OR T*, ST107 >

6rom the days of industrial re olution when goods A ser ices were produced to the present day, the emphasis has shifted from the producers to the consumer and his needs, and with the consumer $ecoming more in ol ed, in the marketing process there is greater need for information regarding the consumer needs. This research is an insight into the mind of the consumer, with the help of which the organi'ations will $ecome aware of their pitfalls and in turn can also make impro ements in the product regarding the le el of satisfaction of the consumers towards their offerings in the market place. The $asic need of this pro&ect is to know the GSatisfactionG amongst the respondents, with regard to FB%: BAJAARG ser ices and its products.

SCOPE OF THE STUDY

Big $a'aar ha ing fi e $ranches in *ydera$ad. 8y Scope is limitation to one Branch.The scope of the study is to identify the Consumer perception towards $ig $a'aar. %t is aimed at enlightening the company a$out different steps to $e taken up to increase the share of $ig $a'aar with regard other competitors and also to make the company to pro ide $etter customer ser ices. The scope of the study is only confined to the area co ered under *ydera$ad and only confined in studying a$out the consumer perception towards $ig $a'aar.

OBJECTIVES OF THE STUDY

The pro&ect is mainly under taken to find out what an eEtent consumer perception towards the Big Ba'aar. To find out the mode $y which the customers $ecame aware of retail industry of the Big Ba'aar. To find out what influenced their purchase. To determine the "uality aspect of Big Ba'aar.

To determine the customer le el of satisfaction with Big Ba'aar. To know the opinion of the respondents a$out the products. To analy'e the customer perception a$out the price of the Big Ba'aar products. To know the suggestion $y customers of the Big Ba'aar.

9%8%TAT%O/S O6 T*, ST107

4ust like any product, which is doing well in the market, ha ing good figures, goods package, goods "uality and it is from $randed company. <ith all these futures, we cant say it is flow less, e ery product has its own limitation whether a good or a $ad one.

%n the same way, how much e er effort a student puts into a pro&ect it will ha e one or the other limitation. The limitations of my pro&ect are.

The time period was limited and had to $e carried out within s limited time.

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The study depends on the mood of the respondents while filling the "uestionnaire, with regard to Big Ba'aar products. The opinion, pro$lem, suggestions of these respondents are considered as that of whole %ndian consumers.

R,S,ARC* 8,T*O0O9O:7 0efinition# Research is the systematic in estigation of fact that seeks to esta$lish relationship $etween two phenomenons.

Research 0esign# A Research design is arrangement of conditions for the collection. And analysis of the data in a manner that aims to com$ine rele ance to the research purpose with economy in processor. %f 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

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concerned. %t may $e said to $e $lue print for the collection, measurement and analysis of data. Type of Study 8ethod of Study # # 0escription

Sur ey method

0ata collection 8ode ($) %nter iew (Structured)

(a) Duestionnaire (Structured) (c) O$ser ation.

Target +opulation Big $a'aar 9.B /agar.

8en and women with the different age groups in

Sampling 1nit Sampling Si'e Sampling Area Sampling 8ethods #

# #

Students, Businessmen and ,mployees. .22 Customers.

Big Ba'aar 9.B./agar. # Stratified Random Sampling.

Types of Research#

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.).

,Eploratory Research 0esign#

The ,Eploratory Research 0esign was used at the preliminary fall for classifying concepts. This preliminary research was conducted through sur ey of literature Related to Bi$ Ba'aar, coupled with the opinion and knowledge of ,Eperts of the file.

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0escripti e Research 0esign#

0escripti e Research was then used for descri$ing the characteristics of the +opulation under the study and the fre"uency with which something occurs.

0ATA CO99,T%O/ 8,T*O0# 6rom this study the information has $een gathered from following sources# +rimary 0ata Secondary 0ata

.. +R%8AR7 0ATA +rimary data is to $e collected $y the concerned pro&ect researcher with rele ance to his pro$lem. So the primary data is original in nature and is collected first hand. Collection of primary data There are se eral methods of collecting primary data particularly in sur eys and descripti e researches. %mportant ones are as follows# O$ser ation 8ethod %nter iew 8ethod

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Duestionnaire Schedules and Other methods which include <arranty needs 0istri$utor audits +antry audits Consumer panels 1sing mechanical de ices Through pro&ecti e techni"ues %n depth inter iews and .) OBS,R5AT%O/ 8,T*O0# %t is the most commonly used methods especially in studies relating to $eha ioral sciences. This method implies the collection of information $y way of in estigators own o$ser ation, without inter iewing the respondents. The information o$tained relates to what is currently happening and is not complicated $y either the past $eha ior or future intentions or attitudes of respondents.

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%/T,R5%,< 8,T*O0 The inter iew method of collecting data in ol es presentation of oral,

er$al stimuli and reply in terms of oral- er$al responses. This method can $e used through personal inter iew and, if possi$le, through telephone inter iew. +ersonal %nter iew The method of collecting information through personal inter iew is usually carried out in a structured way. As such we call this inter iew as structured inter iews. Such inter iews in ol e the use of a set of predetermined "uestions and of highly standardi'ed techni"ues of recording. Thus, the inter iewer in a structured

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inter iew follows a rigid procedure laid down, asking "uestions in a gi en format and the order prescri$ed. As against it, the unstructured inter iews are characteri'ed $y fleEi$ility of approach to "uestioning. 1nstructured inter iews do not follow a system of pre-determined "uestions and standardi'ed techni"ues of recording information. @) D1,ST%O//A%R, The researcher and the respondents do come in contact with each other if this method of sur ey is adopted. Duestionnaires are mailed to the respondents with a re"uest to return after completing the same. %t is the most eEtensi ely used method in arious economic and $usiness sur eys A research. Duestionnaire to $e used must $e prepared ery carefully so that it may pro e to $e effecti e in collecting the rele ant information. Structured "uestionnaire 1sing structured "uestionnaire method, which contains close-ended "uestions, collected the primary data with respect the pro$lem chosen. The "uestions ha e some options, from which the respondents ha e to choose a choice. As the answers lie within a specified range they are called close-ended "uestions. Open-ended "uestions are those "uestions where no choices are gi en to respondents and respondents are free to eEpress their choice or answer. The following sampling method was used. Sampling# A non-pro$a$ility conclusi e sampling method was used in the study for data collection. Sample si'e#

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The sample was taken from the uni erse on random sampling $asis in *ydera$ad. The sample si'e designed for this pro&ect is .22 keeping in mind the paucity of time and also the customer $ase of the organi'ation in the research area.

Research 8ethodology A structured "uestionnaire was prepared and presented to the respondents and related "uestions were asked. Duestionnaires mainly contained closeended "uestions and a few open ended "uestions, to identify the reasons for customers satisfaction A their dissatisfaction. Secondary data %t is the data already eEisting, which has gone through some standard analysis. 1nder the secondary data, the companys annual reports, $rouchers, pamphlets, newspapers, &ournals and internet were taken into consideration.

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C*A+T,R- ; 9%T,RAT1R, O6 R,5%,<

%/TRO01CT%O/ TO C1STO8,R SAT%S6ACT%O/

Customer satisfaction is one of the main o$&ecti es of any organi'ation. , ery organi'ation tries to know the customer satisfaction a$out their products. So a study on customer satisfaction helps the organi'ation as well as me to gain a ast knowledge o er the real world tastes and preferences of customer

<hether the $uyer is satisfied after purchase depends on the offers performance in relation to the $uyers eEpectations. %n general satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products percei ed performance in relation to his or her eEpectations.

As this definition makes clear, satisfaction is a function of percei ed performance and eEpectations. %f the performance falls short of eEpectations, the customer is dissatisfied. %f the performance matches the eEpectations, the customer is satisfied. %f the performance eEceeds eEpectations, the customer is highly satisfied or delighted.

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8any companies are aiming for high satisfaction $ecause customers who are &ust satisfied still find it easy to switch when a $etter offer comes along. Those who are highly satisfied are much less ready to switch. *igh satisfaction or delight creates an emotional $ond with the $rand, not &ust a rational preference. The result is high customer loyalty. KeroEs senior management $elie es that a ery satisfied or delighted customer is worth .2 times as much to the company as a satisfied customer. A ery satisfied customer is likely to stay with KeroE many more years and $uy more than a satisfied customer will.

*ow do $uyers form their eEpectationsL 6rom past $uying eEperience, friends and associates ad ice and marketers and competitors information and promises. %f marketers raise eEpectations too high, the $uyer is likely to $e disappointed, 6or eEample, *oliday %nn ran a campaign a few years ago called M/o Surprises 7et hotel guests still encountered a host of pro$lems, and *oliday %nn had to withdraw the campaign. *owe er, if the company sets eEpectations too low, it wont attract enough $uyers (although it will satisfy those who do $uy).

Some of todays most successful companies are raising eEpectations and deli ering performances to match. These companies are aiming for TCS- total customer satisfaction. KeroE for eEample, guarantees Mtotal satisfaction and will replace at its eEpense any dis satisfied customers e"uipment within a period of three years after purchase. Cigna ad ertises F<ell ne er $e .22N satisfied until you are, too.G And one of *ondas ads says# FOne reason our customers are so satisfied is that we arent.G /issan in ites potential infinity $uyers to drop in for a Fguest dri eG (not a Ftest dri eG) $ecause the 4apanese word for customer is Fhonored guest.G 9ook at what high satisfaction can do

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Saturn %n the late .C?2s, Saturn (:eneral 8otors newest car di ision) changed the whole $uyer O seller relationship with a /ew 0eal for car $uyers There would $e a fiEed price (none of the traditional haggling)I a @2-day guarantee or money $ackI salespeople on salary, not on commission (none of the traditional hard sell). Once a sale is made, the sales staff surrounds the new owner for commemorati e photo, with e eryone smiling. The companys fifth anni ersary cele$ration at the Tennessee head"uarters was attended $y more than 3222 Saturn from all across the country. Said Saturns president FSaturn is more than a car its a whole new way of doing things, of working with our customers and with one another.G

A customers decision to $e loyal or to defect is the sum of many small encounters with the company. Consulting firm 6orum Corporation says that in order for all these small encounters to add up to customer loyalty, companies need to create a F$randed customer eEperienceG. *eres how Canadian +acific *otels, a chain with ;> properties, did &ust that.

1.2.1 Assuring Customer Satisfaction:

PThose who enter to $uy, support me. Those who come to flatter, please me. Those who complain, teach me how % may please others so that more will come. Only those who hurt me are displeased $ut do not complain. They refuse me permission to correct my errors and thus impro e my ser ice.P - 8arshall 6ield.

The attitude of the professional is summed up in this statement. %t esta$lishes the customer as the person to whom you are responsi$le. Customers support youI therefore, they deser e 5%+ treatment.

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<hen your customers are happy, you are happy. <hen they complain, you are unhappy, $ut you eEamine the complaint calmly and see it as an opportunity to learn as well as satisfy their needs. The "uote echoes the fear that customers will not ocali'e their dissatisfaction, $ut instead take their $usiness elsewhere.

%n the old days, %t used to $e, PThe Sale Begins <hen the Customer Says.../O,P $ut thatQs a totally %nappropriate attitude to em$race in todayQs customer-dri en $usiness en ironment

1*+*+ Kee,& g Yo"r C"!to#er! Ha,,)

Since your first concern is customer satisfaction you should $e aware of some emotional stum$ling $locks in your path# selecti e perception, user error and $uyerQs remorse.

Selecti e perception is the process in which a person sees only selected details from the entire picture. This attention to detail is sometimes petty. 6or eEample, a customer may ha e a new copying machine that works like a charm, $ut he is irritated $y the sound of the motor. *e focuses only on what is wrong rather than what is right.

This occurs $ecause $uyers eEpect their purchases to $e perfect. Regardless of the purchase price, they figure that for what they spent, they deser e perfection. <hen you encounter someone who practices selecti e perception, e aluate the situation to determine if the complaint is reasona$le or eEaggerated.

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%f it is eEaggerated, try to resol e the pro$lem $y pointing out $enefits and features that compensate. +ut the negati e detail in a different perspecti e for your client so that it $ecomes one small part of the total picture.

8any sales in ol e the installation of a new system or piece of e"uipment, and the $uyer or their employees must $e trained to use it. Their successful use of the e"uipment depends upon the effecti eness of the training, and it is imperati e that the salesperson follows through after the training period to make sure the client uses the purchase properly.

%t is not uncommon for people to forget >B percent of what they hear after two days. This can cause Puser errorP, which will significantly affect the outcome of your test and may pre ent your client from reaching his success criteria.

Often a client will $e unhappy a$out a purchase and not reali'e that it is due to improper operation. The more compleE something is, the more training it re"uires using it properly. %n the interest of implementing the product "uickly, users may settle for incomplete training or $ecome sloppy in their application of good training. %n any case, look for user error whene er a success criterion is not reached.

PBuyerQs remorseP refers to the regret that a $uyer feels after making a purchase. %t could $e caused $y selecti e perception, user error, or the clientQs error. <hate er the reason, the full $enefits of the product are not reali'ed.

BuyerQs remorse can also $e caused $y the economics of the purchase# until the $enefits pro e themsel es to $e cost effecti e, a $uyer regrets ha ing made the purchase. %t is the ;.

responsi$ility of the salesperson to assuage these fears $y assuring the client that his in estment is wise and sound. Reiterate some of the selling points that con inced him to $uy it originally, present data, and put him at ease.

1*+*3 Ha $(& g C"!to#er Co#,(a& t!

<hether your customerQs complaint is legitimate or not, follow it up with a ser ice call. <hene er possi$le, do it personally instead of sending someone from the customer ser ice department. %t pro ides the personal ser ice that your customer appreciates and it may o$ iate the need for a technician or ser iceman to call. As an alternati e, $oth of you can go together to handle customer complaints. Heep the following guidelines in mind#

.. 0onQt procrastinate making the call. Often the pro$lem is not as serious as it sounds. Some customers Pread the riot actP when they call a$out a complaint. A delay in responding will only irritate your client more.

;. Admit mistakes and apologi'e. 4ust $ecause you made the sale does not mean you can $ecome defensi e a$out your company, product or ser ice. , en the most reputa$le companies make mistakes and ha e pro$lems with their products. 7ou may want to restate the customerQs complaint to show that you are listening and ha e an understanding of the pro$lem.

@. Show compassion for your customer.

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<hether the complaint pro es to $e true or false, show your customer that you are concerned and will in estigate the pro$lem immediately. *elp the customer calm down $y saying, P% can understand why you feel the way you do.P

3. Acti ely listen to your customerQs complaint. Talking will make him feel less anEious a$out it. 9et your customer P entP his feelings $efore you react to the situation. Be sympathetic and encourage the customer to P$low up.P Afterward, heQll feel $etterI this means heQll $e in a $etter frame of mind.

B. 0onQt pass the $uck to your company or someone else within it. This may take the $lame off you, $ut it undermines the integrity and organi'ation of the company, and your customer will lose confidence in your firm.

1*+*4 Ma& ta& & g C"!to#er Sat&!%a-t&o

The philosophy $ehind maintaining your customers is simpleI now that you ha e them, maintain them. <hen you consider the amount of time and money in ested in them, you cannot afford to lose them. This in estment goes $eyond your personal eEpenditures. %t also includes your firmQs ad ertising and marketing costs to reach that particular market segment. 7our customers, therefore, should $e treated as if the life of your $usiness depended on them - which it doesR

1*+*. 1. /a)! to Kee, Yo"r C"!to#er Sat&!%&e$

.. Show them that you think of them.

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Send them helpful newspaper clippings or articles, cartoons related to their $usiness and P*ereQs an idea % thought youQd en&oyP notes. Send your clients Christmas!/ew 7earQs cards, $irthday cards, and thank you notes. ;. 0rop $y to show them new products and $rochures and offer additional ser ices. Always make an appointment $efore making your callR Respect your clientsQ time as you do your own. @. Offer a sample gift to enhance the use of your product. See how they are utili'ing your product or ser ice and suggest other ways that they can $enefit from it. They may not $e reali'ing its full potential. 3. Offer Pcustomer discountsP on new products or ser ices to encourage additional $usiness. B. <hen new employees are hired, offer to train them free of charge in the use of your product. =. Repay or compensate them for lost time or money caused $y pro$lems encountered with your product. %f you pinch pennies, your customer may do the same. >. Be personal. Record details a$out your clientQs life and enter these in your file. %tQs so much nicer to say to someone, P*ow is Bo$LP rather than, P*owQs your hus$andLP ?. Tell the truth. 9ies ha e a way of coming $ack to haunt you. C. Accept returns without $atting an eyelash. %n the long run, they are much less eEpensi e than finding a new customer. .2. Be ethical.

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Heep all your information a$out the account confidential. ... Be certain that your company follows through on its commitment. This includes deli ery, installation, packaging, and so on. .;. Show your appreciation for their referrals $y reporting $ack to them on the outcome. .@. %f your company has a newsletter, o$tain permission from your successful clients to write a$out them in it. .3. Heep track of their results with your product and meet periodically to re iew the entire picture (their $usiness, industry, trends, competition, etc.) .B. Heep the lines of communication fore er open. As in any relationship, you must $e a$le to eEchange grie ances, ideas praises, losses, and ictories. <hat all of this comes down to is that you should $e willing to Pgo the eEtra mileP for your accounts. They eEtra effort you eEpend now will $e repaid handsomely in the future. The $ottom line in maintaining your clients is ser ice, ser ice and more ser ice. Be there for your customers and theyQll want to stick with you. %f you meet their needs, theyQll think twice $efore switching to another company, e en if theyQ e oiced some serious concerns. P8ake new clients, $ut keep the old. One is sil er and the other gold.P 0e elop the PgoldP you ha e and the sil er may take care of itself.

..;.= Customer satisfaction measurement# %n the final phase of the pro&ect, research findings will $e used to $uild a model of customer satisfaction management for each customer segment. 1ltimately, D%C will $e a$le to gi e its mem$ers an o$&ecti e measurement of the industryQs "uality as percei ed $y the customer. That o erall indeE will ser e as a $enchmark on the state of "uality for the +!C industry. 8em$ers will also $e a$le to use this information to determine which

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areas of product and ser ice performance ha e the greatest impact on o erall "uality, and will $e a$le to target impro ement efforts in an informed and efficient manner. 6or the first time, the industry as a whole will ha e addressed customer-percei ed alue, as other sectors of the 1.S. economy ha e done. P5oice of the systemP preliminary research results Sur eys and in-depth inter iews with industry leaders re ealed general agreement that the market is in a tumultuous state, with pricing ery soft for all $ut the most catastrophic co erage. As re enue thins, eEpense concerns rise. 9eaders cite inefficiencies in technology and product deli ery $oth within and across firms. Coupled with this internal change, customer demands and eEpectations for alue and ser ice continue to e ol e. The senior managers eEpressed genuine concern for customer-percei ed "uality and alue, as well as the need to $etter understand and measure it.

..;.> Customer Satisfaction in > Steps %tQs a well-known fact that no $usiness can eEist without customers. %n the $usiness of <e$site design, itQs important to work closely with your customers to make sure the site or system you create for them is as close to their re"uirements as you can manage. Because itQs critical that you form a close working relationship with your client, customer ser ice is of ital importance. <hat follows are a selection of tips that will make your clients feel alued, wanted and lo ed. .. ,ncourage 6ace-to-6ace 0ealings This is the most daunting and downright scary part of interacting with a customer. %f youQre not used to this sort of thing it can $e a pretty ner e-wracking eEperience. Rest assured, though, it does get easier o er time. %tQs important to meet your customers face to face at least once or e en twice during the course of a pro&ect.

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8y eEperience has shown that a client finds it easier to relate to and work with someone theyQ e actually met in person, rather than a oice on the phone or someone typing into an email or messenger program. <hen you do meet them, $e calm, confident and a$o e all, take time to ask them what they need. % $elie e that if a potential client spends o er half the meeting doing the talking, youQre well on your way to a sale. ;. Respond to 8essages +romptly A Heep 7our Clients %nformed This goes without saying really. <e all know how annoying it is to wait days for a response to an email or phone call. %t might not always $e practical to deal with all customersQ "ueries within the space of a few hours. @. Be 6riendly and Approacha$le A fellow Site +ointer once told me that you can hear a smile through the phone. This is ery true. %tQs ery important to $e friendly, courteous and to make your clients feel like youQre their friend and youQre there to help them out. There will $e times when you want to $eat your clients o er the head repeatedly with a $lunt o$&ect - it happens to all of us. %tQs ital that you keep a clear head, respond to your clientsQ wishes as $est you can, and at all times remain polite and courteous. 3. *a e a Clearly 0efined Customer Ser ice +olicy This may not $e too important when youQre &ust starting out, $ut a clearly defined customer ser ice policy is going to sa e you a lot of time and effort in the long run. %f a customer has a pro$lem, what should they doL %f the first option doesnQt work, then whatL Should they contact different people for$illing and technical en"uiriesL %f theyQre not satisfied with any aspect of your customer ser ice, whom should they tellL ThereQs nothing more annoying for a client than $eing passed from person to person, or not knowing who to turn to. 8aking sure they know eEactly what to do at each stage of their en"uiry should $e of utmost importance. So make sure your customer ser ice policy is present on your site -- and anywhere else it may $e useful.

;>

B. Attention to 0etail (also known as QThe 9ittle /icetiesQ) *a e you e er recei ed a *appy Birthday email or card from a company you were a client ofL *a e you e er had a personali'ed sign-up confirmation email for a ser ice that you could tell was typed from scratchL These little niceties can $e time consuming and arenQt always cost effecti e, $ut remem$er to do them.

, en if itQs as small as sending a *appy *olidays email to all your customers, itQs something. %t shows you careI it shows there are real people on the other end of that screen or telephoneI and most importantly, it makes the customer feel welcomed, wanted and alued. =. Anticipate 7our ClientQs /eeds A :o Out Of 7our <ay to *elp Them Out Sometimes this is easier said than doneR *owe er, achie ing this supreme le el of understanding with your clients will do wonders for your working relationship.Take this as an eEample# youQre working on the front-end for your clientQs eEciting new ecommerce endea or. 7ou ha e all the images, originals and files $acked up on your desktop computer and the site is going really well. 0uring a meeting with your client he!she happens to mention a hard-copy $rochure their internal marketing people are de eloping. As if $y magic, a couple of weeks later a C0-RO8 arri es on their doorstep complete with high-resolution ersions of all the images youQ e used on the site. A note accompanies it, which reads#

;?

P*i, you mentioned a hard-copy $rochure you were working on and % wanted to pro ide you with large-scale copies of the graphics %Q e used on the site. *opefully youQll $e a$le to make use of some in your $rochure.P >. *onor 7our +romises %tQs possi$le this is the most important point in this article. The simple message# when you promise something, deli er. The most common eEample here is pro&ect deli ery dates.

Conclusion# Customer ser ice, like any aspect of $usiness, is a practiced art that takes time and effort to master. All you need to do to achie e this is to stop and switch roles with the customer. <hat would you want from your $usiness if you were the clientL *ow would you want to $e treatedL Treat your customers like your friends and theyQll always come$ack.

;C

C*A+T,R-@

@2

%/01STR7 +RO6%9, CO8+A/7 +RO6%9,

%/01STR7 +RO6%9, Retail industry largest industry, accounting for are .2N of the countrys :0+ and around ?N of the employment retail industry in %ndia is at the cross roads. %t has emerged as one of the most dynamic and fast paced industry with se eral players entering the market, $ut $ecause of the hea y initial in estment re"uired $reak e en is difficult to achie e and many of these players ha e not tasted success so far.

@.

*owe er the future is promisingI the market is growing, go ernment policies are $ecoming more fa ora$le and emerging technologies are facilitating operations. Retailing in %ndia is gradually inching its way towards $ecoming the neEt $oom industry. The whole concept of shopping has altered interms of format and consumer $uying $eha ior ushering in a re olution in shopping in %ndia. 8odern retail has entered %ndia as seen in sprawling shopping centers, multi strayed malls and huge compleEes after shopping, entertainment and food all under one roof. The %ndian retailing sector is at an infleEion point where the growth of organi'ed retailing and growth in the consumption $y the %ndian population is going to take higher growth tra&ectory. The %ndian population is witnessing a significant change in its demographics. A large young working population with a erage age of ;3 years, nuclear families in ur$an areas, along with increasing working women population and emerging opportunities in the ser ices sector are going to $e the key growth dri ers of the organi'ed retail sector in %ndia.

SO8, H,7 6ACTS#

@;

Retail is %ndias largest industry accounting for o er .2N of the countrys :0+ and around ?N of the employment. The market si'e of the %ndian retail industry is a$out 1S S@.; $illion. Retailing in %ndia is gradually inching its way towards $ecoming the neEt $oom industry. A large young working population with a erage age of ;3 years.

@@

CO8+A/7 +RO6%9,
B%: BAJAAR 9O:O#

Big bazaar O is se sasta aur accha kahin nahi Type O su$sidiary of pantaloon group 6ounded O ;22. Head quarters O 4ogeshwari, 8um$ai, %ndia %ndustry O retail Products O department stores +arents O future group ebsite O http#!!www.$ig$a'aar.com

@3

BOAR0 O6 0%R,CTORS 8r. Hishore Biyani, 8anaging 0irector 8r. :opikishan Biyani, <hole time 0irector 8r. 5i&ay Humar Chopra, %ndependent 0irector 8r. Anil *arish, %ndependent 0irector 8A4OR 8%9, STO/,S !"#$ Company incorporated as 8ens <ear +ri ate 9imited. 9aunch of +antaloons trouser, %ndias first formal trouser $rand. !""! 9aunch of BAR,, the %ndian &eans $rand. !""% %nitial pu$lic offer (%+O) was made in the month of 8ay. !""& The +antaloon Shoppe eEclusi e menswear store in franchisee format launched across the nation. The company starts the distri$ution of $randed garments through multi-$rand retail outlets across the nation. !""' 4ohn 8iller O 6ormal shirt $rand launched.

!""$ Company enters modern retail with the launch of the first ?222 s"uare feet store, +antaloons in Holkata.

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%((! Three Big Ba'aar stores launched within a span of ;; days in Holkata, Bangalore and *ydera$ad. %((% 6ood Ba'aar, the supermarket chain is launched. %((' Central - %ndias first seamless mall is launched in Bangalore. %(() :roup mo es $eyond retail, ac"uires stakes in :alaEy ,ntertainment, %ndus 9eague Clothing and +lanet Retail. Sets up %ndias first real estate in estment fund Hshiti& to $uild a chain of shopping malls. %(($ 6uture Capital *oldings, the companys financial is formed to manage o er S..B $illion in real estate, pri ate e"uity and retail infrastructure funds. +lans forays into retailing of consumer finance products. *ome Town, a home $uilding and impro ement products retail chain is launched along with Consumer dura$les format, , 'one and furniture chain, 6urniture Ba'aar. 6uture :roup enters into &oint enture agreements to launch insurance products with %talian insurance ma&or, generally. 6orms &oint entures with 1S office stationery retailer, Staples. %((# 6uture :roup crosses S. $illion turno er mark. Speciali'ed companies in retail media, logistics, %+R and $rand de elopment and retail-led technology ser ices $ecome operational. +antaloon Retail wins the %nternational Retailer of the 7ear at 1S-$ased /ational Retail 6ederation con ention in /ew 7ork and ,merging Retailer of the 7ear

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award at the <orld Retail Congress held in Barcelona. 6uture$a'aar.com $ecomes %ndias most popular shopping portal.

%((" 6uture Capital *oldings $ecomes the second group company to make a successful %nitial +u$lic Offering in the %ndian capital markets. Big Ba'aar crosses the .22-store mark, marking one of the fastest e er eEpansion of a hypermarket format anywhere in the world. Total operational retail space crosses .2 million s"uare feet mark. 6uture :roup ac"uires rural retail chain, Aadhar present in =B rural locations.

A<AR0S A R,CO:/%T%O/S %(!( C/BC Awaa' Consumer Awards %(!( %mages 6ashion 6orum ;2.2 Coca-Cola :olden Spoon Awards %(!( %((" %ndian Retail 6orum Awards %((" The *+dia star ,-ard %((" Retail Asia +acific B22 Top Awards %((" Coca-Cola :olden Spoon Awards %((" The Reid A Taylor Awards for Retail ,Ecellence %((" %((# %mages Retail Awards

@>

/ational Retail 6ederation Awards <orld Retail Congress AwardsReaders 0igest Trusted Brands +latinum Awards

%(($ Retail Asia +acific Top B22 Awards ,rnst A 7oung ,ntrepreneur of the 7ear Award C/BC %ndian Business 9eaders Awards C/BC Awaa' Consumer Awards %(() 0AHS 9ondon %((' %mages Retail Awards %((' Reid A Taylor and 096 Awards %((. %ndian ,Epress Award

@?

%/TRO01CT%O/ TO B%: BAJAAR A chain of shopping malls in %ndia currently with @. outlets owned $y Hishore Biyani pantaloon group. Big $a'aar is not &ust hyper market. +ro ides the $est products at the $est price. Reflects the look and feel of %ndian $a'aars at their moderns outlets. Allo er %ndia, $ig $a'aar attracts a few thousands customers on any regular day.

8%SS%O/ A/0 5%S%O/# 6uture group shall deli er e ery thing, e ery where, e ery time for e ery %ndian customer in the most profita$le manner. <e share the ision and $elief that our customers and stakeholders shall $e ser ed only $y creating and eEecuting future scenarios in the consumption space leading to economic de elopment.

TAR:,T A10%,/C,# Big $a'aar targets higher and upper middle class customers.

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The large and growing young working population is a preferred customer segment. Big $a'aar specifically targets working women and home makers who are the primary decision maker.

ST107 O6 0%STR%B1T%O/ A/0 9O:%ST%CS O/ B%: BAJAAR Retailing in %ndia# The %ndian retail industry accounts for .2N of :0+ and ?BN of employment. %ndia is $eing treated as the neEt $ig retail destination with an a erage three year compounded annual growth rate of 3=.=3N. The %ndian economy is poised to take the third position in the world in terms of purchasing power parity $y the year ;2... The %ndian retail market is a Rs. .,;22,222 million market as per the images %ndia retail report ;22?. Organi'ed retail market is 'ooming ahead with an annual growth rate of @2N. The country will ha e o er@22 malls translating to o er .22 million s". ft in a aila$le malls pace $y the end of ;22?. 0%66,R,/T ,9,8,/TS O6 R,TA%9 8%K# !/ 8erchandise Assortment ;) 9ocation @) +rice 3) 5isual merchandising R,TA%9 8%K CO/T0# !/ Store Atmosphere

32

;) Customer Ser ice @) Ad ertising 3) +romotion B) +ersonal Selling %/T,R/A9 ATTR%B1T,S .) ,n elop ;) %nternal 9ayout @) 8ethods of 0isplay 3) 5isual 8erchandising 0%STR%B1T%O/# .) %t is one of the 3 Aspects of 8arketing. ;) Traditionally distri$ution has $een seen as dealing with to get the +roduct or Ser ice to the customer. @) %t is done $y distri$utor who is in the middleman $etween the 8anufacturer and retailer. 9O:%ST%CS# .) %t is the Art and Science of 8anaging and Controlling the flow of :oods, ,nergy, %nformation and other Resources like +roducts, Ser ices and people from the source of +roduction to the 8arket +lace. ;) %ts important to ha e +rofessional logistical support. @) The operating responsi$ility of logistics is the :eographical repositioning of raw materials, work in process and finished in entories where re"uired at the lowest cost possi$le.

3.

+RO8OT%O/# .) 9ow prices on <ednesday ;) Concepts of Big days @) +romotional Offer

S1++97 C*A%/# A Supply Chain is a coordinated system of organi'ations, people, acti ities, information and resources in ol ed in mo ing a product or ser ice in physical or irtual manner from supplier to customer. Supply chain acti ities transform raw materials and components into a finished product that is deli ered to the end of customer.

3;

S1++97 C*A%/ 8A/A:,8,/T

6actory

CA9 Agent

0istri$utor

<hole seller

9arge retailer

8odern trade retailer

3@

Small retailer

S<OT A/A97S%S STR,/:T*S# Better understanding of customers helping the company to ser e them $etter. 5ast range of products under one roof helping in attracting customer and their family to shop together and en&oy the eEperience. Benefits of early into the retail industry. 0i ersified $usiness operating allo er %ndia in arious retail formats. A$ility to get products from customer at discounted price due to the scale of $usiness. <,AH/,SS *igh cost of operation due to large fiEed costs. 5ery thin margin. *igh attraction rate of employees. O++ORT1/%T%,S 9ot of potential in the rural market. Can enter into production of arious products due to its in depth understanding of customers tastes and preferences.

33

Can eEpand the $usiness in smaller cities as there is a lot of opportunity. T*R,ATS *igh $usiness risk in ol ed. 9ot of competitions comings up to top the market potential. 8argin of $usiness reducing all the firms.

CH,PTE0 ,N,12S*S ,ND *NTE0P0ET,T*ON

3B

The store has modern-looking e"uipment and fiEturesL A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total C) /either or /or ,) Strongly 0isagree /um$er of Respondents C =C .= = .22 CN =CN .=N =N .22N +ercentage (N)

3=

No.of respondents
6% 9% 16% Strongly Agree Agree Neither or Nor Disagree Strongly Disagree

69%

*NTE0P0ET,T*ON3Based on a$o e analysis % conclude that CN of respondents are

strongly agree , =CN of respondents are agree, .=N of respondents are neither or nor, =N of respondents are disagree a$out their o erall eEperience in the mall. ;. The store and its physical facilities (trial rooms and restrooms) are isually attracti eL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree

Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total

/um$er of Respondents B == ;. 3 3 .22

+ercentage (N) BN ==N ;.N 3N 3N .22N

3>

No.of respondents
4% 21% 4% 5% Strongly Agree Agree Neither or Nor Disagree Strongly Disagree 66%

*NTE0P0ET,T*ON3
Based on a$o e analysis % conclude that BN of respondents are strongly agree , ==N of respondents are agree, ;.N of respondents are neither or nor, 3N of respondents are disagree and 3Nof respondents are strongly disagree a$out their o erall eEperience in the mall. @. The store has clean, attracti e and con enient physical facilities (restrooms, fitting rooms)L A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total C) /either or /or ,) Strongly 0isagree /um$er of Respondents .2 =? .= 3 ; .22 +ercentage (N) .2N =?N .=N 3N ;N .22N

3?

No. of respondents
4% 16% 2% 10% Strongly Agree Agree Neither or Nor Disagree Strongly Disagree 68%

%/T,R+R,TAT%O/# Based on a$o e analysis % conclude that .2N of respondents are strongly agree , =?N of respondents are agree, .=N of respondents are neither or nor, 3N of respondents are disagree and ;Nof respondents are strongly disagree a$out their o erall eEperience in the mall. 3. The store layout at this store makes it easier for customers to find what they needL A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree C) /either or /or /um$er of Respondents .= >. > 3 ; +ercentage (N) .=N >.N >N 3N ;N ,) Strongly 0isagree

3C

No.of respondents
7% 4% 2% Strongly Agree Agree Neither or Nor Disagree Strongly Disagree 16%

71%

%/T,R+R,TAT%O/# Based on a$o e analysis % conclude that .=N of respondents are strongly agree , >.N of respondents are agree, >N of respondents are neither or nor, 3N of respondents are disagree and ;Nof respondents are strongly disagree a$out their o erall eEperience in the mall. B. The store layout at this store makes it easier for customers to mo e around in the storeL A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total B2 C) /either or /or ,) Strongly 0isagree /um$er of Respondents C =@ .? > @ .22 CN =@N .?N >N @N .22N +ercentage (N)

No.of respondents
7% 18% strongly Agree Agree Neither or Nor Disagree strongly Disagree 63% 3% 9%

%/T,R+R,TAT%O/# Based on a$o e analysis % conclude that CN of respondents are strongly agree , =@N of respondents are agree, .?N of respondents are neither or nor, >N of respondents are disagree and @Nof respondents are strongly disagree a$out their o erall eEperience in the mall

=. <hen this store promises to do something (such as repairs, alterations) $y a certain time, it will do soL A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or C) /either or /or ,) Strongly 0isagree /um$er of Respondents 3 BC ;3 3N BCN ;3N +ercentage (N)

B.

0isagree Strongly 0isagree Total

> = .22

>N =N .22N

No.of respondents
7% 6% 4% 24% Strongly Agree Agree Neither or Nor Disagree Strongly Disagree 59%

%/T,R+R,TAT%O/# Based on a$o e analysis % conclude that 3N of respondents are strongly agree , BCN of respondents are agree, ;3N of respondents are neither or nor, >N of respondents are disagree and =Nof respondents are strongly disagree a$out their o erall eEperience in the mall. >. This store performs the ser ice right the first timeL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree

Attri$utes Strongly Agree Agree B;

/um$er of Respondents = =C

+ercentage (N) =N =CN

/either or /or 0isagree Strongly 0isagree Total

.? 3 @ .22

.?N 3N @N .22N

No.of respondents
3% 6% Strongly Agree Agree Neither or Nor 18% 69% Disagree Strongly Disagree

4%

*NTE0P0ET,T*ON3
Based on a$o e analysis % conclude that =N of respondents are strongly agree , =CN of respondents are agree, .?N of respondents are neither or nor, 3N of respondent disagree and @Nof respondents are strongly disagree a$out their o erall eEperience in the mall. ?. This store has merchandise a aila$le when the customers want itL A) Strongly Agree 0) 0isagree Attri$utes Strongly Agree Agree B@ B) Agree C) /either or /or ,)Strongly 0isagree /um$er of Respondents .; =C +ercentage (N) .;N =CN

/either or /or 0isagree Strongly 0isagree Total

.. = ; .22

..N =N ;N .22N

%/T,R+R,TAT%O/# Based on a$o e analysis % conclude that .;N of respondents are strongly agree , BCN of respondents are agree, ..N of respondents are neither or nor, >N of respondents are disagree and ..Nof respondents are strongly disagree a$out their o erall eEperience in the mall. C. ,mployees in the Store ha e the knowledge to answer customers "uestionsL A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total C) /either or /or ,) Strongly 0isagree /um$er of Respondents ? B3 ;. .2 > .22 ?N B3N ;.N .2N >N .22N +ercentage (N)

B3

No.of respondents
10% 7% 8%

Strongly Agree 21% Agree Neither or Nor Disagree Strongly Disagree 54%

%/T,R+R,TAT%O/# Based on a$o e analysis % conclude that ?N of respondents are strongly agree , B3N of respondents are agree, ;.N of respondents are neither or nor, .2N of respondents are disagree and >Nof respondents are strongly disagree a$out their o erall eEperience in the mall. .2. The $eha ior of employees in this store instills confidence in customersL A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total BB C) /either or /or ,) Strongly 0isagree /um$er of Respondents = B= .C .@ = .22 +ercentage (N) =N B=N .CN .@N =N .22N

No.of respondents
13% 19% 56% 6% 6% Strongly Agree Agree Neither or Nor Disagree Strongly Disagree

%/T,R+R,TAT%O/# Based on a$o e analysis % conclude that =N of respondents are strongly agree , B=N of respondents are agree, .CN of respondents are neither or nor, .@N of respondents are disagree and =Nof respondents are strongly disagree a$out their o erall eEperience in the mall ... Customers feel safe in their transactions with this storeL A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total B= C) /either or /or ,) Strongly 0isagree /um$er of Respondents .. BB .C ? > .22 +ercentage (N) ..N BBN .CN ?N >N .22N

No.of respondents
8% 19% 7% 11% Strongly Agree Agree Neither orNor Disagree Strongly Disagree 55%

%/T,R+R,TAT%O/# Based on a$o e analysis % conclude that ..N of respondents are strongly agree , BBN of respondents are agree, .CN of respondents are neither or nor, ?N of respondents are disagree and >Nof respondents are strongly disagree a$out their o erall eEperience in the mall. .;. The employees in this store gi e prompt ser ice to customersL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree

B>

Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total

/um$er of Respondents .3 B? .> > 3 .22

+ercentage (N) .3N B?N .>N >N 3N .22N

No.of respondents
7% 17% 4% 14% Strongly Agree Agree Neither or Nor Disagree Strongly Disagree

58%

%/T,R+R,TAT%O/# Based on a$o e analysis % conclude that .3N of respondents are strongly agree , B?N of respondents are agree, .>N of respondents are neither or nor, >N of respondent s are B?

disagree and 3Nof respondents are strongly disagree a$out their o erall eEperience in the mall. .@. ,mployees in this store tell customers eEactly when ser ices will $e performedL A) Strongly Agree B) Agree 0) 0isagree C) /either or /or ,) Strongly 0isagree

Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total

/um$er of Respondents C B? ;; = B .22

+ercentage (N) CN B?N ;;N =N BN .22N

BC

No.of respondents
6% 22% Strongly Agree Agree Neither or Nor Disagree Strongly Disagree 5% 9%

58%

%/T,R+R,TAT%O/# Based on a$o e analysis % conclude that CN of respondents are strongly agree , B?N of respondents are agree, ;;N of respondents are neither or nor, =N of respondents are disagree and BNof respondents are strongly disagree a$out their o erall eEperience in the mall. .3. ,mployees in this store are ne er too $usy to respond to customers re"uestsL A) Strongly Agree B) Agree 0) 0isagree C) /either or /or ,) Strongly 0isagree

Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree

/um$er of Respondents .@ B@ .? C >

+ercentage (N) .@N B@N .?N CN >N

=2

Total

.22

.22N

No.of respondents
9% 7% 13%

18%

Strongly Agree Agree Neither or Nor Disagree Strongly disagree 53%

*NTE0P0ET,T*ON3
Based on a$o e analysis % conclude that .@N of respondents are strongly agree , B@N of respondents are agree, .?N of respondents are neither or nor, CN of respondents are disagree and >Nof respondents are strongly disagree a$out their o erall eEperience in the mall .B. This store gi es customers indi idual attentionL A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total =. C) /either or /or ,) Strongly 0isagree /um$er of Respondents C => .. = > .22 CN =>N ..N =N >N .22N +ercentage (N)

No.of respondents
6% 11% Strongly Agree Agree Neither or Nor Disagree Strongly Disagree 67% 7% 9%

%/T,R+R,TAT%O/# Based on a$o e analysis % conclude that CN of respondents are strongly agree , =>N of respondents are agree, ..N of respondents are neither or nor, =N of respondents are disagree and >Nof respondents are strongly disagree a$out their o erall eEperience in the mall. .=. ,mployees in this store are consistently courteous with customersL A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total C) /either or /or ,) Strongly 0isagree /um$er of Respondents .2 =; ;. 3 @ .22 +ercentage (N) .2N =;N ;.N 3N @N .22N

=;

No.of respondents
4% 21% Strongly Agree Agree Neither or Nor Disagree Strongly Disagree 62% 3% 10%

%/T,R+R,TAT%O/# Based on a$o e analysis % conclude that .2N of respondents are strongly agree , =;N of respondents are agree, ;.N of respondents are neither or nor, 3N of respondents are disagree and @Nof respondents are strongly disagree a$out their o erall eEperience in the mall. .>. <hen a customer has a pro$lem, this store shows a sincere interest in sol ing itL A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total C) /either or /or ,) Strongly 0isagree /um$er of Respondents .3 =. .? 3 @ .22 +ercentage (N) .3N =.N .?N 3N @N .22N

=@

*NTE0P0ET,T*ON3
Based on a$o e analysis % conclude that .3N of respondents are strongly agree , =.N of respondents are agree, .?N of respondents are neither or nor, 3N of respondents are disagree and @Nof respondents are strongly disagree a$out their o erall eEperience in the mall .?. ,mployees of this store are a$le to handle customer complaints directly and %mmediatelyL A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or 0isagree C) /either or /or ,) Strongly 0isagree /um$er of Respondents C B= .C > CN B=N .CN >N +ercentage (N)

=3

Strongly 0isagree Total

C .22

CN .22N

No.of respondents
7% 9% 9% 19% Strongly Agree Agree Neither or Nor Disagree Strongly Disagree

*NTE0P0ET,T*ON3

56%

Based on a$o e analysis % conclude that CN of respondents are strongly agree , B=N of respondents are agree, .CN of respondents are neither or nor, >N of respondents are 0isagree and CNof respondents are strongly disagree a$out their o erall eEperience in the mall. .C. This store offers high "uality merchandiseL A) Strongly Agree B) Agree 0) 0isagree Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree C) /either or /or ,) Strongly 0isagree /um$er of Respondents .B 3? .C ? .2 +ercentage (N) .BN 3?N .CN ?N .2N

=B

Total

.22

.22N

*NTE0P0ET,T*ON3
Based on a$o e analysis % conclude that .BN of respondents are strongly agree , 3?N of respondents are agree, .CN of respondents are neither or nor, ?N of respondents are disagree and .2Nof respondents are strongly disagree a$out their o erall eEperience in the mall. ;2. This store pro ides plenty of con enient parking for customersL A) Strongly Agree B) Agree 0) 0isagree C) /either or /or ,) Strongly 0isagree

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Attri$utes Strongly Agree Agree /either or /or 0isagree Strongly 0isagree Total

/um$er of Respondents = B3 ;2 .3 = .22

+ercentage (N) =N B3N ;2N .3N =N .22N

*NTE0P0ET,T*ON3
Based on a$o e analysis % conclude that =N of respondents are strongly agree , B3N of respondents are agree, ;2N of respondents are neither or nor, .3N of respondents are disagree and =Nof respondents are strongly disagree a$out their o erall eEperience in the mall.

=>

CH,PTE04'

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6%/0%/:S# %n this study it is found that the =BN of customers prefer to the store has modernlooking e"uipment and fiEtures. %n this study it is found that the ==N of customers prefer to the store and its physical facilities (trial rooms and restrooms) are isually attracti e. %n this study it is found that the =?N of customers prefer to the store has clean, attracti e and con enient physical facilities (restrooms, fitting rooms). %n this study it is found that the >.N of customers prefer to the store layout at this store makes it easier for customers to find what they need. %n this study it is found that the =@N of customers prefer to the store layout at this store makes it easier for customers to mo e around in the store . %n this study it is found that the BCN of customers prefer to the this store promises to do something (such as repairs, alterations) $y a certain time, it will do so. %n this study it is found that the =CN of customers prefer to the this store performs the ser ice right the first time. %n this study it is found that the =CN of customers prefer to the this store has merchandise a aila$le when the customers want it. %n this study it is found that the B3N of customers prefer to the employees in the store ha e the knowledge to answer customers "uestions %n this study it is found that the B=N of customers prefer to the the $eha iour of employees in this store instills confidence in customers

=C

%n this study it is found that the BBN of customers prefer to the customers feel safe in their transactions with this store %n this study it is found that the B?N of customers prefer to the the employees in this store gi e prompt ser ice to customers

%n this study it is found that the B?N of customers prefer to the employees in this store tell customers eEactly when ser ices will $e performed %n this study it is found that the B@N of customers prefer to the employees in this store are ne er too $usy to respond to customers re"uests %n this study it is found that the =>N of customers prefer to the this store gi es customers indi idual attention %n this study it is found that the =;N of customers prefer to the employees in this store are consistently courteous with customers. %n this study it is found that the =.N of customers prefer to the when a customer has a pro$lem, this store shows a sincere interest in sol ing it %n this study it is found that the B=N of customers prefer to the employees of this store are a$le to handle customer complaints directly and immediately %n this study it is found that the 3?N of customers prefer to the this store offers high "uality merchandise %n this study it is found that the B3N of customers prefer to the this store pro ides plenty of con enient parking for customers. %n this study it is found that the BN of customers prefer to the this store has operating hours con enient to all their customers.

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:ood security system# Because here each and e ery indi idual will $e checking $efore getting entry into the store as well as going outside, , en the store manager has also checking when he is going outside the store. The security guard told me that e en if the chairman of the Big Ba'aar comes he will also $e checked.

0uring the offers and discounts more num$er of people isits Big Ba'aar. There will more offers in Big Ba'aar on festi als like 0eepawali, Ram&an, etc. the customer isits during these festi als offer $ecause they get the goods in $ulk at less price. 8ore customers isit in the e enings, and on <ednesdays and Sundays. Customers like to isit Big Ba'aar at e ening as well as most on <ednesday and Sunday $ecause <ednesday is local holiday in *70,RABA0 and Sunday is :o t. holiday. Some people isit only for roaming. % o$ser e that some people are coming to Big Ba'aar only for roaming and not for purchasing anythingI it may $e that they come for o$ser ation and neEt time they may purchase the goods. The sales eEecuti es are inade"uately paid. % o$ser ed in store that the sales eEecuti es are of the opinion that the incenti es paid to them are not ade"uate A it doesnt meet their eEpectation.

>.

The same stock is not consistently a aila$le. 8any customers left the purchasing $ecause the goods are not a aila$le when they purchased them last time.

S1::,ST%O/S# They should impro e the "uality Of 5egeta$les A fruits they pro ide to customers. The Big Ba'aar retail outlets should pro ide the free home deli ery facility. The Big Ba'aar outlets should increase the no. of $illing counters in their outlets. The Big Ba'aar should also pro ide the credit facility to the lower class customers so that they can increase their market share. The Big Ba'aar should also pro ide the mo$ile an facility in the areas which are far away from the stores. Try to maintain consistent stock a aila$ility Try to create $etter incenti es for the sales eEecuti esI this could $e in the form of $onus, increased salaries etc. Some ,nglish training for the sales eEecuti es would help them ,nglish speaking customers. to deli er ser ices to

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8ake another one or two changing room in a store. Because there are only two changing room. +ro ide more in-depth information to future 8BA student trainees.

Conclusion# Big $a'aar is a ma&or shopping compleE for todays customers. %t is a place where customers find ariety of products at a reasona$le price. Big $a'aar has a good reputation of itself in the market. %t has positioned itself in the market as a discounted store. %t holds a huge customer $ase. The ma&ority of customers $elong to middle class family. The youth generation also likes shopping and mo ing around $ig $a'aar. 5olume sales always take place in $ig $a'aar. %mpulse $uying $eha ior of customers comes in to play most of the times in $ig $a'aar. As of now there are @3 $ig $a'aars in different cities of %ndia, it seems that there is a ast growth of $ig $a'aar lying as customers demand is increasing for $ig $a'aars. Big $a'aar is a hypermarket store where arieties of products are $eing sold on different product category. %t has emerged as a hu$ of shopping specially for middle class people. 0ifferent types of products starting from a $a$y food to pi''as all are a aila$le under one roof. %n *ydera$ad it is the middle class people who mostly do marketing from $ig $a'aar. , en most of the people do their monthly shopping from $ig $a'aar. +eople not only isit $ig $a'aar to do shopping $ut also isit for outing purpose as it pro ides a ery

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nice am$ience to its customers. As people go to malls they &ust tend to mo e around $ig $a'aar whether it is for shopping purpose or for outing purpose. The ma&or draw$ack of $ig $a'aar is that it lacks in pro iding enough parking space for its customers. This may discourage the customers to come to $ig $a'aar and shop as they face difficulty in parking their ehicles. . As it is sur eyed it seems that the $iggest competitors of $ig $a'aar are the kirana stores, discounted specialty stores like 5ishal mega mart,8ore 8ega 8art A Reliance Retail etc

Duestionnaire on Customer satisfaction /ame# TTTTTTTTTTTTTTTTTTTTTT Age# TTTTTTT %ncome# TTTTTTTTTTTTTTT female# TTTTTTTTT Occupation# TTTTTTTTTTTTTTTT 6amily si'e# TTTTTTTTT

..The store has modern-looking e"uipment and fiEturesL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or

,) Strongly 0isagree

;. The store and its physical facilities (trial rooms and restrooms) are isually attracti eL

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A) Strongly Agree n 0) 0isagree

B) Agree

C) /either or /or

,) Strongly 0isagree

@. The store has clean, attracti e and con enient physical facilities (restrooms, fitting rooms)L A) Strongly Agree 0) 0isagree B) Agree C) /either or /or

,) Strongly 0isagree

3. The store layout at this store makes it easier for customers to find what they needL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or

,) Strongly 0isagree

B. The store layout at this store makes it easier for customers to mo e around in the storeL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or

,) Strongly 0isagree

=. <hen this store promises to do something (such as repairs, alterations) $y a certain time, it will do soL A) Strongly Agree n 0) 0isagree B) Agree C) /either or /or

,) Strongly 0isagree

>. This store performs the ser ice right the first timeL

>B

A) Strongly Agree 0) 0isagree

B) Agree

C) /either or /or

,) Strongly 0isagree

?. This store has merchandise a aila$le when the customers want itL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree

C. ,mployees in the Store ha e the knowledge to answer customers "uestionsL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree

.2. The $eha ior of employees in this store instills confidence in customersL A) Strongly Agree 0) 0isagree B)Agree C) /either or /or ,) Strongly 0isagree

... Customers feel safe in their transactions with this storeL A) Strongly Agre e 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree

.;. The employees in this store gi e prompt ser ice to customersL A) Strongly Agree 0) 0isagree A) Strongly Agree 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree B) Agree C) /either or /or

.@. ,mployees in this store tell customers eEactly when ser ices will $e performedL ,) Strongly 0isagree

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.3. ,mployees in this store are ne er too $usy to respond to customers re"uestsL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree

.B. This store gi es customers indi idual attentionL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree

.=. ,mployees in this store are consistently courteous with customersL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree

.>. <hen a customer has a pro$lem, this store shows a sincere interest in sol ing itL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree

.?. ,mployees of this store are a$le to handle customer complaints directly and %mmediatelyL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree

.C. This store offers high "uality merchandiseL A) Strongly Agree 0) 0isagree B) Agree C) /either or /or ,) Strongly 0isagree

;2. This store pro ides plenty of con enient parking for customersL

>>

A) Strongly Agree 0) 0isagree

B) Agree

C) /either or /or

,) Strongly 0isagree

B%B9%O:RA+*7

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TeEt Books# 8ARH,T%/: 8A/A:,8,/T# +*%9%+ HOT9,R 8ARH,T%/: 8A/A:,8,/T# Rama Swamy A /ama Humari

<e$sites# www.google.com www.$ig$a'aar.com www.pantaloon.com www.futuregroup.com www.wikipedia.com www.scri$d.com

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