SARASWATI EDUCATION SOCIETYS GROUP OF ISTITUTION FACULTY OF MANAGEMENT

First Year of Master in Management Studies Batch 2010-12 Subject: Marketing Application
Project Topic

Big-Bazaar
Customer Satisfaction Survey

Submitted to: Prof. Kamran Quazi

Submited by: Bhalchandra Suryawanshi (30)
Dipti Pande (21)

Index
Sr. No. 1 2 3 Introduction Understanding Consumer Behavior About the Big- Bazaar and other retail sector 4 5 6 7 Overview of the Retail Sector in India Research Findings Findings & Discussion Conclusion Topic Name Page No

AKNOWLEDGEMENT
We take this opportunity to thanks our group member without their efforts the completion of project is not possible. Also thanks my Institution and faculty MR.QUAZI without his initiative its not possible to have this project in place. We also thank him for guidance during the project work. We also thank all people who directly and indirectly contributed for the completion of this project.

Introduction
Introduction to the project:
We have chosen to conduct the study on the topic Big Bazaar and other retail shop- regarding customer satisfaction . The study is based on the customer satisfaction regarding the retail shops. The project is covering different aspect of the satisfaction level of the customer; and throws light on different key issues evolving in the retail sector. Along with the literature work the we have also conducted a marketing research. Through marketing research the we have investigated the problem of switching from big bazaar to another by the consumers. One obvious reason is that Consumers are lured by different retail shop by price cut in their goods but the researcher wants to investigate deeper and find out the root cause of the problem. This problem has emerged due to the entry of other retail shop entering in the market. Keeping all this in this problem in mind the researcher decided to investigate the issue. Through the research work the researcher has tried to find out the consumer s taste and preferences. This research is limited to a very small section of people. The research is also limited to Kalyan and Ghatkopar only.

Objectives of the study:

Identify the customer satisfaction of Big Bazaar Services Factors contributing to Customer Satisfaction Analyzing Awareness of consumer about organized retail sector

Proposed Methodology
I) Research Design: Exploratory Research II) Data Sources: a) Secondary Source: Books, Internet b) Primary Source: Information gathered through informal interviews, Data collected from field survey III) Data collection Technique: a) Informal primary interviews IV) Data Collection Instrument: a) Questionnaire V) Data Analysis Technique: a) Likert Scale has been used Five-Point Scale: Where 1 is very poor, 2 is poor, 3 is average, 4 is good, 5 is excellent b) ANOVA has been used c) Ranking method has been used d) Stated hypothesis: e) Real time consumer rating; sample of 100 from big Bazaar Ho: Satisfaction level, General shop= Retail Shop= Shopper Stop=Any Other b) Formal surveys

H1: Satisfaction level, General shop Retail Shop= Shopper Stop Any Other

Limitations of the study

We have selected to conduct the research on the topic Measuring the Customer satisfaction of the retail shop with respect to Big Bazaar and other retail shop. The study has the following limitation. It has taken into consideration the customers belonging to only in the Kalyan and Ghatkopar. Due to limitation of time the researcher has collected the response of a very small number of people. Due to

monetary constraint the sample size of the study has been restricted to 49 units only. Real time consumer rating sample size was only 100.

Understanding the Consumer Behavior

Definition:
Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It
blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one -toone marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as social function but if Arrows possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers.

Consumer behaviour is an attempt to understand & predict human actions in the buying role. It has
assumed growing importance under market-oriented or customer oriented marketing planning & management. Consumer behaviour is defined as all psychological, social & physical behaviour of

potential customers as they become aware of, evaluate, purchase, consume, & tell others about product & services.
Each element in this definition is important. Consumer behaviour involves both individual (psychological) processes & group (social processes). Consumer behavior is reflected from awareness right through post-purchase evaluation indicating satisfaction or non-satisfaction, from purchases

y y y

y y

Consumer behaviour includes communication, purchasing & consumption behaviour Consumer behaviour is basically social in nature. Hence social environment plays an important role in shaping buyer behaviour.

Consumer behaviour includes both consumer & business buyer behaviour

In consumer behaviour we consider not only why, how, & what people buy but other factors such as where , how often, and under what conditions the purchase is made. An understanding of the buyer behaviour is essential in marketing planning & programmes. In the final analysis buyer behaviour is one of the most important keys to successful marketing.

MAJOR FACTORS INFLUENCING BUYER BEHAVIOUR

CULTURAL FACTORS:
Cultural factors exert the broadest and deepest influence on consumer behavior. The roles played by the buyers culture, sub culture and social class are particularly important.

CULTURE- Culture is the most fundamental determinant of a persons wants and behavior. The
growing child acquires a set of values, perceptions, preferences, and behavior through his or her family or other key institutions.

SUB-CULTURE- Sub-culture includes nationalities, religions, racial groups, and geographical

regions. Many sub-cultures make up important market segments, and marketers often design marketing programs tailored to their needs.

SOCIAL CLASS- Social classes are relatively homogenous and enduring divisions in a society,
which are hierarchically ordered and whose members share similar values, interests, and behavior. Social classes do not reflect income alone but also other indicators such as occupation, education, and area of residence.

SOCIAL FACTORS:
y

REFERNCE GROUPS- A Persons reference groups consist of all the groups that have a direct or
indirect influence on the persons attitudes or behavior. Groups having direct influence on a person are called membership groups.

FAMILY- The family is the most important consumer buying organization in society, and has been
researched extensively. Family members constitute the most influential primary reference group.

ROLE AND STATUSES- A persons position in each group that he participates throughout his life
family, clubs, and organizations can be defined in terms of role and status. A role consist of activities that a person is expected to perform. Each role carries a status. Marketers are aware of the status symbol potential of products and brands.

PERSONAL FACTORS:
A buyers decisions are also influenced by personal characteristics. These include the buyers age & stage in the life cycle, occupation, economic circumstances, lifestyle, personality & self concept.

AGE & STAGE IN THE LIFE CYCLE - People buy different goods & services over their lifetime.

They eat baby food in the early years, most foods in the growing & mature years & special diets in the later years. Peoples taste in clothes, furniture & recreation is also age related.
y OCCUPATION - A persons occupation also influences his or her consumption pattern. Marketers try

to identify the occupational groups that have above average interest in their products and services. A company can even specialize its products for certain occupational groups.
y ECONOMIC CIRCUMCTANCES - Product choices are greatly affected by ones economic

circumstances. Economic stability consist of their spend able income (its level, stability andtime pattern), saving and assets (including the percentage that is liquid), debts , borrowing power, attitude toward spending versus saving.
y LIFESTYLE - People coming from the same subculture, social class & occupation may lead quite

different lifestyles. A persons lifestyles the persons pattern of living in the world as expressed in the persons activities, interests & opinions.
y PERSONALITY AND SELF -CONCEPT - Each person has a distinct personality that influences his or

her buying behavior. By personality, we mean a persons distinguishing psychological characteristics that lead to relatively consistent and enduring responses to his or her environment.

Personality can be a useful variable in analyzing consumer behavior, provided that personality type can be classified accurately and that strong correlations exist between certain personality types and product or brand choices.

PSYCHOLOGICAL FACTORS:
A persons buying choices are influenced by four major psychological factors -motivations, perception, learning, beliefs and attitudes.

MOTIVATION - A person has many needs at any given time. A need becomes motive when it is

aroused to a sufficient level of intensity. Motivational researchers hold that each product is capable of arousing a unique set of motive in consumers.
y LEARNING - When people act they learn. Learning involves changes in an ind ividuals behavior

arising from experience. Learning theory teaches marketers that they can build up demand for a product by associating it with strong drives, using motivating cues and providing positive reinforcement.
y PERCEPTION- Perception is the process by which an individual selects, organizes, & interprets

information inputs to create a meaningful picture of the world. A motivated person is ready to act. How the motivated person actually acts is influenced by his or her perception of the situation.
y BELIEFS & ATTITUDES - A belief is a descriptive thought that a person holds about something.

Through doing & learning, people acquire beliefs & attitudes. These in turn influence their buying behavior. Particularly important to global marketers is the fact that buyers often hold distinct disbeliefs about brands or products based on their country of origin. An attitude is persons enduring favorable or unfavorable evaluations, emotional feelings, and action tendencies towards some object or idea. People have attitude toward almost everything: religion, politics, clothes, music, food, and so on. Attitude put them into a frame of mind of liking or disliking an object, moving toward or away from it.

Consumer Buying Behaviour:

What influences consumers to purchase products or services? The consumer buying process is a complex matter as many internal and external factors have an impact on the buying decisions of the consumer. When purchasing a product there several processes, which consumers go through? These will be discussed below.

1. Problem/Need Recognition:
How do you decide you want to buy a particular product or service? It could be that your DVD player stops working and you now have to look for a new one, all those DVD films you purchased you can no longer play! So you have a problem or a new need. For high value items like a DVD player or a car or other low frequency purchased products this is the process we would take. However, for impulse low frequency purchases e.g. confectionery the process is different.

2. Information search:
So we have a problem, our DVD player no longer works and we need to buy a new one. Whats the solution? Yes go out and purchase a new one, but which brand? Shall we buy the same brand as the one that blew up? Or stay clear of that? Consumer often goes on some form of information search to help them through their purchase decision. Sources of information could be family, friends, neighbors who may have the product you have in mind, alternatively you may ask the sales people, or dealers, or read specialist magazines like What DVD? to help with their purchase decision. You may even actually examine the product before you decide to purchase it.

3. Evaluation of different purchase options:

So what DVD player do we purchase? Shall it be Sony, Toshiba or Bush? Consumers allocate attribute factors to certain products, almost like a point scoring system which they work out in their mind over which brand to purchase. This means that consumers know what features from the rivals will benefit them and they attach different degrees of importance to each attribute. For example sound maybe better on the Sony product and picture on the Toshiba , but picture clarity is more important to you then sound. Consumers usually have some sort of brand preference with companies as they may have had a good history with a particular brand or their friends may have had a reliable history with one, but if the decision falls between the Sony DVD or Toshiba then which one shall it be? It could be

that the a review the consumer reads on the particular Toshiba product may have tipped the balance and that they will purchase that brand.

4. Purchase decision:
Through the evaluation process discussed above consumers will reach their final purchase decision and they reach the final process of going through the purchase action e.g. The process of going to the shop to buy the product, which for some consumers can be as just as rewarding as actually purchasing the product. Purchase of the product can either be through the store, the web, or over the phone.

5. Post Purchase Behaviour:

Ever have doubts about the product after you purchased it? This simply is post purchase behavior and research shows that it is a common trait amongst purchasers of products. Manufacturers of products clearly want recent consumers to feel proud of their purchase; it is therefore just as important for manufacturers to advertise for the sake of their recent purchaser so consumers feel comfortable that they own a product from a strong and reputable organization. This limits post purchase behavior. I.e. you feel reassured that you own the latest advertised product.

About the Big- Bazaar and Other Retail Shop

General Information: Big Bazaar

Chapter 5

Research Findings
5.1 Analysis of the findings
The data collected from the survey which was based on a structured questionnaire has been analyzed in this section. For the convenience of the reader of this report bar chart, pie chart and tables have been used. The entire questionnaire was divided into three sections. In the first section information with respect to the respondent profile was collected .In the second section information with respect to their usage pattern was collected. In the last section the respondents were asked to rate their service provider on various parameters and they were also asked to rate their service provider on an overall basis. ANOVA test has been conducted on the data to test the stated hypothesis. Ranking method has been used to find the most preferred switching factor from the view point of the respondent.

Profile of the respondents

n=49

Male & Female

Female 35%
Male 65%

Female= 17 Male=32

Table -Gender

Gender

Male

Female

No. of respondents

32

17

Interpretation: From the above table it can be concluded that 35% of the sample comprised of females and 65% comprised of males. Data Analysis: Customers Preferred Shopping destination

Retail Shop 20

Table
General Store No. Of Respondents 13 Retail shop 10 Big Bazaar 21 Any Other 5

Interpretation: The above table shows light on Customers Preferred Shopping destination. Most of the people go to the big bazaar.

General Store 27

ny other 10

Big Bazar 43

n=49

The nest destination is general store near 13 people. After the general store people like to go to retail shop. The destination is the other shop. How many times you visit the big bazzar?

n 49
often 35%

Monthly 35%

Fort Nightly 14%

Table

Weekly

No. of Respondents

Interpretation: From the above table it is concluded that 16% people go weekly, 14% people go fortnightly, 35% people go monthly and 35% people go oftenly.
Do you like special scheme/offer offered by retail chain? And Do you get attracted by special/offers offer by Big Bazaar?

eekly 16%

Fortnight 7

Monthly 17

Often 17

Bi B 51

Ret il hop 49

Table

No. of Res ondents

Re ail S 24

Big Bazzar 25

Interpretation From the above table concluded that 49 people like schemes and offer offered by retail shop and 51 people like schemes and offer offered by big bazaar.
Ki l t t t l

21

19

Shopper stop

20

19

21

Price

vailibilty

Salesman Behavior

ti

t 5

Big Bazaar

Promotional Schemes

ffer

17%

20%

19%
22%

22%

Retail shop


Price

vailibilty

Salesman Behavior

Promotional Schemes

15% 21%

19%

22% 23%

General Shop



Price

ailibilty

Salesman Behavior

Promotional Schemes

ffer

ffer

21%

21%


20% 1 %


1 %

Interpretation From the above four table it is concluded that 21 people satisfied with the price of the big bazaar, general shop and retail shop and 20 people satisfied with the shopper stop. Availability of the goods in big bazzar and general shop is 19 and in shopper stop retail shop is 22 . The salesman behavior of the retail shop is 23 and big bazzar is 19 . The promotional schemes of the big bazzar is good i.e 21 . The offer offered by the big bazzar also good as compared to shopper stop and retail shop i.e. 21 .
       

Overall

ati ied were you wit t e servi e you received from Bi B

Price

Availibilty

Salesman Behavior

Promotional Schemes

ffer

n 4

Ex ellent Very Good

Fair 33%

Good Fair

Very Good 14% Good 18%

Poor

Interpretation As per the above pie chart it is concluded that 27 people said service of the big bazaar is e cellent and 8 said service of the big bazaar is poor. According to 14 people service of the big bazaar is very good and 18 people said it is good. According to 33 people it is fair.
!

Real time survey

Fair 20% Good 25%

Interpretation As per the above pie chart 29 people said the service of the big bazaar is e cellent, 12 said very good, 25 said good, 20 said fair and 14 said poor.
!

&

Poor 14%

Ex ellent 2 %

Very Good 12%

Ex ellent 27%

"

% $

Poor 8%