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Nuclear Families: Given the hours most urban consumers keep at work,
and keeping in mind the increase in the number of nuclear families, this may,
indeed, make sense. This will also help people enjoy their evenings, out at malls.
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Urban
Suburban
Rural
New retail forms and combinations continually emerge. Bank branches and
ATM counters have opened in supermarkets. Gas stations include food stores
that make more profit than the gas operation. Bookstores feature coffee shops.
The electronic age has significantly increased the growth of non store retailing
consumers receive sales offers in the mail and over television, computers, and
telephones, to which they can immediately respond by calling a toll-free number
or via computer.
Competition today is increasingly intertype, or between different types of store
outlets. Discount stores, catalog showrooms, and department stores all compete
for the same consumers. The competition between chain superstores and
smaller independently owned stores has become particularly heated. Because of
their bulk buying power, chains get more favorable terms than independents, and
the chains large square footage allows them to put in cafes and bathrooms.
Todays retailers are moving toward one of two poles, operating either as
mass merchandisers or as specialty retailers. Superpower retailers are emerging.
Through their superior information systems and buying power, these giant
retailers are able to offer strong price savings. These
electronically from suppliers, send e-mail between stores, and even sell to
customers within stores. They are adopting checkout scanning systems,
electronic funds transfer, and improved merchandise-handling systems.
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These three are among the most common ways of making the goods
available to consumers. But in India the three layered system of distributor,
wholesaler and retailer, forms the backbone of the front-end logistics of most of
the consumer-good companies.
There are a number of reasons behind this fragmented retail market. Some of
the major reasons being:
High taxes.
No exposure to media.
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CRM is a business strategy, one that puts the customer at the heart of the
business.
Thats nothing new I hear you say, and you would be right. Good
business people have always understood the relationship between happy
customers that come back again and again and creating long term,
sustainable profitability. Big Bazaar has realized this and applied this
to effect.
One just needs to think of the local shop owner who knew everyone of his
customers names, birthdays and particular ailments to prove that point. What is
new is that there now exists the technology to enable this customer-centricity on
a much larger scale .
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The Future
CRM has already made a big impact in the world of Customer Service and will
continue to do so. As more and more companies become customer-centric those
that fail to do so will lose competitive advantage. As technology increases to
develop at a startling rate the key emphasis will be how we can fully utilise it
within our business.
However let's not lose sight of the fact that Customer Relationship Management
is about people first and technology second. Thats where the real value of CRM
lies, harnessing the potential of people to create a greater customer experience,
using the technology of CRM as the enabler.
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By applying this methodology Big Bazaar learned more about customers' needs
and behaviors in order to develop stronger relationships with them. They
implemented CRM as a process that brought together lots of pieces of
information about customers, sales, marketing effectiveness, responsiveness
and market trends.
CRM helps businesses use technology and human resources to gain insight into
the behavior of customers and the value of those customers.
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Never make any promises you can't (or won't) keep. Nothing alienates
customers faster than getting something less than they expect from a
business transaction. They won't do business with you again. And they will tell
everybody they know about their unhappy experience - causing you to lose
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future customers.
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PROCESS OF CRM
Customer Relationship Management (CRM) is the process of bringing the
customer and the company closer together. There are many different
areas in which Customer Relationship Management can be implemented.
The goal of CRM is to help a company maintain current customers, as well
as gain new customers.
CONSUMER BEHAVIOR
Options: Consumers are more likely to choose an alternative after
a relatively inferior option is added as a choice. For example,
Simonson says, participants in one study were given a choice between
$6 and an elegant Cross pen. A second group chose among $6, the
same Cross pen, and a second pen that was clearly less attractive
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than the Cross pen. As was predicted, the addition of the unattractive
pen increased the share of the Cross pen at the expense of the $6.
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Weaknesses
Large scale of operations sometimes acts as a barrier to personalized
customer relations
Large scale operations lead to reduced flexibility by increasing the
amount of overheads and a huge commitment in terms of fixed costs
A large organization structure leads to delayed decisions. This can
prove fatal for a business in the dynamic fashion industry. Mumbai, this
fact sometimes results in delayed decisions in adapting to changing
market trends
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Opportunities
Apart from the metros, cities like Ahmedabad, Pune, Lucknow, Indore
and Coimbatore have shown substantial retail presence. Most sport
modern retail formats like supermarkets, department stores and
specialty chains. These markets are expected to show exponential
growth in the next few years. Thus Food Bazaar has the opportunity to
explore new markets
According to the Consumer Outlook study, consumers are generally
satisfied with the service that organized retailers extend to them. More
importantly, they are increasingly regarding these organized retailers
as providing `value-for-money. These findings indicate that large
retailers will capture most of the higher consumer spending
Increasing penetration of the internet into Indian homes has provided
Food Bazaar Mall to break the geographical barriers and to increase
their customer base. The entry into online retailing, would, in fact,
expand the product categories available to the consumer
Threats:
The time when retailers had to worry about competition only from their
peers down the street has come to an end. Food Bazaar is now facing
increased competition in the form of international retail chains that are
making a beeline towards the highly potential Indian markets.
Moreover many big Indian business houses are also vying a space in
the Indian retail scene
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Chapter - II
Brief Profile of the Company
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Big Bazaar
Industry Retail
Products Department store, Grocery store
Owner Kishore Biyani
Parent Pantaloon Group
Slogan Is se sasta aur accha kahin nahin
Website http://www.pantaloon.com/bigbazaar.htm
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Price
Packaging
Cost of goods
Product Design
Business Expenses
Assortment
Gross Margin
Services
Profit
Promotion
Distribution
Advertising
Logistics
Personal Selling
Store Location
Sales Promotion
Site Evaluation
Public Relations
Transportation
Visual Merchandising
Storage of goods
They seem to follow this to the core for effective Customer reach and encourage
customer loyalty.
Address:
Phone no.
Store Opening Date
Space :
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Baguihati,
Phone no.
Maheshwari Palace Mall, Palace Talkies Compound, #41- 833, Abids, Hyderabad.
(040) 4758385/ 8376/ 8377 / 8378
14 Oct 2001
43,500 - 60200sq.ft.
Salapuria Towers,#22 , Koramangala
Hosur Road,
Bangalore.
(080) 25520889/25520751
8 Nov 2001
36,000 sq.ft.
Industrial
Layout,
Address
Phone no.
Store Opening Date
Space
Bapat Road,
Address
Phone no.
Store Opening Date
Space
Factory,
LBS
Address:
Phone no.
Store Opening Date
Space :
Address:
Phone no.
Store Opening Date
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Space :
48,600 sq.ft.
Address:
Phone no.
Store Opening Date
Space :
Address
Phone no.
Store Opening Date
Space
Address
Phone no.
Store Opening Date
Space
Address
Phone no.
Store Opening Date
Space
Address
Phone no.
Store Opening Date
Space
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Address
Phone no.
Store Opening Date
Space
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Phone no.
July 1, 2005
29,700 sq. ft.
0731-3011300
Dec 23, 2005
50,000 sq ft
020-5642 0500
Dec 17, 2005
36,000 sq ft
Space
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October 5, 2005
47,000 sq ft
Address
Phone no.
Phone no.
Store Opening Date
Space
Apr 7, 2006
42,000 sq ft
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CHAPTER - III
RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
B. Research design
Descriptive design.
C. Sampling
Convenience sampling
D. Sample size
50 people.
F. Data analysis
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Chapter - VI
Analysis and Interpretation of Data
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NO
20
CANT SAY
25
20
15
Series1
10
5
0
YES
NO
CAN'T SAY
Consumer satisfaction shown with help of charts (Bar Graph & Pie
Chart)
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Result:
From the above table it is clear that customers are
satisfied with the services of Big Bazaar because out of
30 customers 20 has given the positive answer in favor
of Big Bazaar.
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HELPING
NOT HELPING
RUDE
20
18
16
14
12
10
Series1
8
6
4
2
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DE
U
R
EL
P
EL
PI
N
IN
Result:
From the above table it is clear that customer are
satisfied with the attitude of the shoppers .Out of 30
customer all 18 customer are satisfied.
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3.How would you rate the Shopper Assistants behavior on the scale of
five?
R5 10
R4
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14
R3
05
R2
R1 00
Result:
Out of 30 customer,11customer have given the 5 marks
to shopper . Assistant behavior while 14 has given 4
marks&5 has given 3 marks
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20
NO 8
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CANT SAY
Result:
Out of 30 customer 18, have told that they like the
layout of Big Bazaar while 8 told that they do not like
very much.
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DELIVERY SERVICES
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TRANSPORTATION FACILITY
18
Result:
Out of 30 Customer ,18 customers like delivery services
of Big Bazaar while 7 customers like the credit
facility&5 customers like transportation facilitys. So it
is clear that customer wants delivery services most.
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18
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SOMETIMES
NEVER
Result:
Out of 30 Customer ,18 customers said that Big Bazaar
always provide better services &it exceed their
expectation.
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7. Do you think that Big-Bazaar follow the ethical Mktg. Practices like
right pricing, right quality and right quantity?
YES
25
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NO
CANT SAY
Result:
Out of 30 customer,25 customers have told that
BigBazaar following the ethical marketing practices.
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20
QUALITY
10
QUALITY
33%
PRICE
67%
Result:
Customer said that when they think about Big Bazaar
they think about price. out of 30 customer 20 customer
have told this while 10 customer said that they think
about quality.
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GOOD
18
SO-SO 3
BAD
Result:
Out of 30 customers ,9 customer said that Food Bazaar
theme is excellent while 18 customer said that it is good
&3 customer said that it is ok.
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10.What is the most important criteria of selection for their Store Assistant
and Store Manager?
Pleasing Personality
Good Communication
Team Work
10
9
8
10
7
0
4
5
3
2
1
0
10
12
Result:
Out of 20 retailers,10 has given importance to the store
manager who have the quality of identifying customer
need,while other the have given importance to eam
work & good commucation skills.
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11.Do you display all the entire stock on the rack or some amount is kept for
contingence? (Inventory availability)
Applicable to all product
Only to FMCG
14
7
6
5
4
8
14
2
1
Result:
Out of 20 retailer ,14 have told that they show all the
product to customer, while 4 have told that show some
product to the customer.
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Customer preference 12
Price 2
Product visibility 4
6
4
5
4
12
10
15
Result :
Out of 20 Retailer ,12 has said they use
the customer preference for point of purchase counter
while other said that they use brand &product
visibility.
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10
Radio jingle
Advertising
Banner
in
g
ve
rti
s
Ad
nn
er
Ba
jin
gl
e
Ra
di
o
Ne
ws
pa
pe
r
12
10
8
6
4
2
0
Result :
Out of 20 retailer ,10 has told that they use Newspaper
as their main tool for promotional .
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Loyalties benefit
Customer
10
10
15
Result :
20 Out of Retailer,10 retailer said that they get the
customer satisfaction by customer database while other
have said that they use data of number of repeat
purchase.
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10
interaction of manager
7
6
5
4
3
2
1
0
10
15
Result :
Out of 20retailer ,12 have told that analyzing the
customer satisfaction through the feedback of customer.
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Chapter - V :
Findings, Conclusion and Suggestions
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Findings
In this survey the findings are given below:
1. Most of the stores are targeting almost all the segments of the
society with their USP being Price benefit
2. All the stores are in Prime Location.
3. Every Big Bazaar outlet have motivated and trained sales force.
4. Large variety of products are available ranging from clothes, food
items , electronic goods etc.
5. Staff are provided constant training for various pecularities of
customer behaviour.
6. Some of them offer discount sales and also send greetings to its
loyal customers.
7. Not much difference in the Layout of the floor designs in the
various branches. They try to maintain a similarity to maintain comfort
levels of customers.
8. These stores maintain Word of Mouth.
9. Customers are satisfied with the provided services.
10. International shopping experiences can be achieved from these stores.
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3) Reward them each time they refer someone who becomes a customer.
Your reward can be as simple as a credit toward their next order from you.
4) The management of Big Bazaar can improve their understanding of the
role and capabilities of advertising to improve customer relation and enhance
loyalty. This understanding should in turn results in a more effective and more
efficient advertising campaign.
5) Visual Merchandising: It is often seen that the people come to the store to
browse rather than buy.
6) Schemes: In store Promotions:The people visiting the store should be
encouraged to visit the store again and again. So it is necessary to delight
the shoppers with the shopping experience. It has been observed in
international shopping malls that there are in-store promotions like lucky
draws for entrants surprise winners and so on at random
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CONCLUSION
Customer Service is a critical factor for keeping your clients
coming back and ensuring theyll refer you to others.
1: Growing your business will be a difficult task at best if you dont perform,
meet and exceed your clients expectations, and provide service that creates
customers for life.
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things?
6: Committing to the Little Things: Dont ever dismiss the power of all the little
things. Together they can make all the difference and really separate you from
the competition. Returning calls and emails in a timely manner. Providing
useful information to folks on a regular basis. Showing appreciation for your
clients through things like thank you notes, exclusive client-only briefings, and
open house, etc.
Clearly these are not the only relevant areas for creating great customer
service, I assure you. But these were some of the Factors which might
provide a boost to the sales figures, though I am sure the organization would
have already implemented most of these measures already.
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Bibliography
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Bibliography
Marketing Management
- Philip Kotlar
Research Methodology
- C. R. Kothari
Retail Marketing
-
J.A.Lamba
www.indiainfoline.com
www.google.com
www.businessline.com
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ANNEXURE
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QUESTIONAIRE ON CUSTOMER-RELATIONSHIP
MANAGEMENT IN RETAIL-SECTOR (BIG BAZAAR)
1.Are you satisfied with the services provided by Big-Bazaar?
YES
NO
CANT SAY
NOT HELPING
RUDE
3.How would you rate the Shopper Assistants behavior on the scale of five?
5
NO
CANT SAY
TRANSPORTATION FACILITY
DELIVERY SERVICES
7.How often do Food-Bazaar services exceed your expectations?
ALWAYS
SOMETIMES
NEVER
8. Do you think that Food-Bazaar follow the ethical Mktg. Practices like right pricing,
right quality and right quantity?
YES
NO
CANT SAY
GOOD
NAME.
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SO-SO
BAD
WORST
ADDRESS
QUESTIONAIRE ON CUSTOMER-RELATIONSHIP
MANAGEMENT IN RETAIL-SECTOR (Big BAZAAR)
1.What is the most important criteria of selection for their Store Assistant and Store
Manager?
Pleasing Personality
Good Communication
Team Work
Only to FMCG
3. Rate the following options as per your priorities while deciding the layout for store?
Security
Computerization
Parking
Air-conditions
Price
Customer preference
Product visibility
5. What is the preference order for promotional activity to create customer awareness?
Newspaper
Radio jingle
Advertising
Banner
localities benefit
customer database
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