CRM Big Bazaar3

A
RESEARCH REPORT
ON
To study the Customer Relationship
Management
In Retail Sector (Big Bazaar)
SUBMITTED
TOWARDS PARTIAL FULFILLMENT FOR THE AWARD OF THE
DEGREE OF
MASTER OF BUSINESS ADMINISTRATION (M.B.A.)
SESSION 2009-2011
SUBMITTED TO: SUBMITTED BY:

Ms. Shashi Gupta sagar Srivastava
Faculty (Deptt. Of Management ROLL.NO.0909670083
V.I.E.T. Ghaziabad M.B.A. 3rd SEM.
VISHVESHWARYA INSTITUTE OF ENGINEERING &

TECHNOLOGY, GHAZIABAD (U.P.)
Vishveshwarya Institutes of Engineering & Technology 1

VISHVESHWARYA INSTITUTE OF
ENGINEERING & TECHNOLOGY
GHAZIABAD (U.P.)
DEPARTMENT OF MANAGEMENT (M.B.A.)
CERTIFICATE
This is to certify that the project titled “To study the Customer Relationship
Management In Retail Sector (Big Bazaar)I” Submitted by Sagar Srivastava Roll No.
0909670083 to U.P. Technical University, Lucknow for the degree. Master of
Business Adminis (M.B.A.), is a bonafied record of work carried out by the above
mentioned student in this Institute. It is further certified that this project has been submitted
to U.P. Technical University , Lucknow for the partial fulfillment of the requirement of the
course of study.
Dr. Surender Tiwari Ms. Shashi Gupta
(H.O.D of Management) (Project Guide)

DECLARATION
I ‘Sagar Srivastava’ hereby declares that this project report titled ‘To study the
Customer Relationship Management In Retail Sector (Big Bazaar)’ is a genuine
work done by me. Information presented here is correct to the best of my knowledge.
Also the report presented has not been submitted anywhere else.
Sagar Srivastava
M.B.A – 3rd sem
Roll No. 0909670083

PREFACE

PREFACE
Master of Business Administration (M.B.A.) programme is one of the most
reputed professional courses in the field of management. This course includes both
theory and its applications as per contents of its curriculum. Research report is an
integral part of Master of Business Administration programmed of Vishveshwarya
Institute of Engg. & Technology. It give exposure to our practical knowledge and also
to get interact with the various aspects of present market conditions. Each student is
required to undergo practical training , after the .completion of third semester
examination.
The Resaserch project programmers are designed to give the managers the future
of the corporate happenings and work culture. The real life situation is really different
from the stimulated exercise enacted in an artificial environment inside. The Resaserch
project programmers are designed, so that the managers or tomorrow do not feel when
the time comes to take responsibilities
The report presented here is a result of my hard work. This project helps me to
learn about of working of retail sector.

ACKNOWLEDGEMENT
It’s a privilege to express my sincere indebtedness and profound sense of gratitude to my
research guide Ms. Shashi Gupta, whose active association, constant encouragement,
untiring support and generous efforts enabled me to layout the work of this research
report. This research would never have taken this final shape without her watchful help.
I would like to thanks my parents for their valuable & moral support.
All other faculty members, who all courteously responded to my queries and guided me
in giving the final shape to the research report.
(SAGAR SRIVASTAVA)

Table of content
1. Executive Summery 12
2. Objective 14
3. Introduction 16
• Trend in Retail market
• CRM
• Advantage of CRM
• Process of CRM
• Consumer Behaviour
4. Research Methodology 39
5. Data Analysis & Interpretation 42
6. Findings 58
7. Swot Analysis 60
8. Limitation 63
9. Conclusion 65
9. Recommendations 68
10 Questionnaire 76
11. Bibliography 83

Executive Summary
The Indian retail industry is now beginning to evolve in the line with the
transformation that has swept other large economies.The liberalization of the consumer
goods industry initiated in the mid-80’s and accelerated through the 90’s has begun to
impact the structure and conduct of the retail industry.
The concept retail which includes the shopkeeper to customer interaction, has taken
many forms and dimensions, from the traditional retail outlet and street local market
shops to upscale multi brand outlets, especially stores or departmental stores.
The objective being to assess the various parameters that influences a buyer to visit or
shop at departmental store thereby contributing to its turnover (in terms of sales and
profits) hence leading to its overall success.
The extensive research brought me to conclude that departmental stores are soon
emerging on the top priority lists, amongst the shopping spree in Delhi and NCR, as they
seem to derive immense pleasure of convenience and exposure to variety under one roof,
in their extremely busy lives, when they don’t have time for things.
Though some of the customers perceive departmental stores to be expensive and only
high income category’s cup of tea, the stores make constant efforts to induce them to at
least visit the store at once during the sale period, or discount offers.
Hence this document entails me through these aspects in great detail, helping me to
understand the concept of retail marketing through departmental stores in Delhi.

OBJECTIVE OF STUDY
• To explore current perceptions, attitudes & motivations towards Retail market
• To understand their current purchase decision making process
• To understand the service quality provide by retail market
• Where the retail market stand in the global scenario.
• To see the opportunity and threat of the retail market.
• What are the strong point where the retail market are doing well.
• To study about the future potential of retail market.

The Retail Marketing Revolution - An Introduction
“Any business that directs its marketing efforts towards satisfying the final
consumer based upon the organization of selling goods and services as a means of
distribution”
By 2010, the list of India's top 10 retailers will have at least 5 Indian corporates.
Retail Marketing will go through a tremendous change in India this millennium. It will
change India's cities, its people, and its households. The Indian consumer is reportedly
the largest spender in Singapore and London. It is, therefore, strange that there have, so
far, been few efforts to present the product in the right kind of environment in India.
Indeed, the right shopping experience does induce Indian consumers to spend more.
This is evident from the experiences of retail-outlets like Music World, Big Bazaar,
Spencer’s, Crosswords, The Home Store, Ebony, Bigjo’s, Saboos, Standard, Nanz, Vijay
Store and Janaki Das & Sons, Westside etc.
Factors affecting Retail marketing
The development of organized retail is dependent on the efforts of several agencies
and institutions. A glimpse of the last 2 decades of the previous century proves
illuminating. Large-format retailing started with outlets like Vivek's and Nalli's in
Chennai and Kidskemp in Bangalore, and, at another level, with manufacturer-retail
brands like Bata, Bombay Dyeing, and Titan.

Government: The first among these is the government. In a country as big as India
and with as many states as ours, it is imperative that the Central government and all state
governments bring in Value Added Taxation or a unified taxation system to ensure that
the tax-regimes are the same across the country.
The laws governing retail real estate should also be looked into, so that it is possible
to develop retail-estate beyond the city-limits. Apart from providing entertainment and
retail opportunities, this will also decongest the city center and facilitate the development
of suburbs. The relevant rules should also be amended to allow retail-stores to operate 7
days a week, 12 hours a day.
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.
Developers: The second group, whose participation is essential in making retail a
boom-sector in this millennium, comprises developers. Most properties are developed
without considering the end user; thus, we sometimes find high-ceilinged offices and
low-ceilinged retail stores. Often, the shopper's convenience is not taken into
consideration while the property is constructed.
Manufacturers: There's a lot at stake here: even so early in the 21st Century,
India is too large a market to be ignored by transnational retail giants. From the
manufacturing company's perspective, the focus should be on producing good products,
and forging relationships with organised retail. Manufacturers need to draw a plan of
producing quality products and tie in with retailers. Indeed, the birth of organised retail
will also engender the creation of private labels and store-brands. Thus, if a

manufacturing company lacks the resources to build a brand, it can supply to a retail-
chain that has the resources to create a brand of its own.
Indian Consumers: And even as these developments were taking place, the
Indian consumer became more mature. Customer-expectations zoomed. Thus, at the
beginning of the New Millennium, retailers have to deal with a customer who is
extremely demanding. Not just in terms of the product-quality, but also in terms of
service, and the entire shopping experience.
Today, the typical customer who shops in a retail outlet compares the time spent at
the check-out counter with that at an efficient petrol station, and the smile of the counter-
person to that decorating the face of a Jet Airways' crew member. To cope with the new
customer, manufacturers have to focus on product quality and brand building. And
retailers, in turn, have to focus on the quality of the shopping experience.
In this millennium, like in the last, customers will want to spend time with their
family and friends. They may like to visit an outlet on weekends where everything will be
available under one roof. India will benefit from these developments because of increased
consumption through retailing and the corresponding increase in employment created by
retailing.
Retail organizations exhibit great variety and new forms keep emerging. There are
store retailers, non store retailers, and retail organizations.
Consumers today can shop for goods and services in a wide variety of stores. The
best-known type of retailer is the department store. Japanese department stores such as

Takashimaya and Mitsukoshi attract millions of shoppers each year. These stores feature
art galleries, cooking classes, and children’s playgrounds.
The success of the retail stores, therefore, depends on customers’ reaction to the
retailing mix which influences the profits of the store, its volume of turnover, its share of
the market, its image and status and finally its survival.
Trends In Retail Marketing
At this point, I can summarize the main development retailers and manufacturers
need to take into account as they plan their competitive strategies.
In India the trends are mainly in three sectors. These sectors are:
Trends in retail marketing
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.
Today’s 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 retailers are using sophisticated marketing information and
logistical systems to deliver good service and immense volumes of product at appealing
prices to masses of consumers.
Many retailers are even telling the most powerful manufacturers what to make; how
to price and promote; when and how to ship; and even how to reorganize and improve
production and management. Manufacturers have little choice: They stand to lose 10 to
30 percent of the market if they refuse.
Technology is becoming critical as a competitive tool. Retailers are using computers
to produce better forecasts, control inventory costs, order 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.
Retail Marketing In India
There are various ways of making goods available to consumers like:
• Company to distributor to wholesaler to retailer to consumer
• Company to salesperson to consumer
• Company to consumers (online/ phone/ catalog ordering)
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:
• Poverty and lower literacy levels.
• Low per capita income.
• Savings focused and less indulgence mindset.
• Poor infrastructure facilities like roads etc.
• Restrictions on intra-state good movement.
• High taxes.
• No exposure to media.
• High import duties on imported goods.

• FDI in retailing is not allowed.
• Retailing is not considered as a business or industry by the government.
• Hitherto none of the business schools in India were offering
specialized courses on retailing.

About CRM

Three key phases:
• 1. Customer Acquisition.
• 2. Customer Retention.
• 3. Customer Extension.
Three contextual factors:
• 4. Marketing Orientation.
• 5. Value Creation.
• 6. Innovative IT.
1. Customer Acquisition - This is the process of attracting our customer for the first
their first purchase. We have acquired our customer.
Growth - Through market orientation, innovative IT and value creation we aim to
increase the number of customers that purchase from us for the first time.
2. Customer Retention - Our customer returns to us and buys for a second time. We
keep them as a customer. This is most likely to be the purchase of a similar product or
service, or the next level of product or service.
increase the number of customers that purchase from us regularly.
3. Customer Extension - Our customers are regularly returning to purchase from us.
We introduce products and services to our loyal customers that may not wholly relate to

their original purchase. These are additional, supplementary purchases. Of course once
our loyal customers have purchased them, our goal is to retain them as customers for the
extended products or services.
increase the number of customers that purchase additional or supplementary products
and services.
4. Marketing Orientation - means that the wholes organisation is focused upon the
needs of customers. Customer needs are addressed by the Three Levels of a Product
whereby the organisations not only supplies the actual, tangible product, but also the
core product and its benefit, and also the augmented product such as a warranty and
customer service. Marketing orientation will focus upon the needs of consumers for all
three levels of a product. (N.B. 'market' orientation and 'marketing' orientation are not
the same).
5. Value Creation - centres on the generation of shareholder value based upon the
satisfaction of customer needs (as with marketing orientation) and the delivery of a
sustainable competitive advantage.
6. Innovative IT - is exactly that - Information Technology must be up-to-date. It should
be efficient, speedy and focus upon the needs of customers. Whilst IT and/or software
are not the entire story for CRM, it is vital to its success. CRM software collects data on
consumers and their transactions. Huge databases store data on individuals and groups of
individuals. In some ways, CRM means that an organisation is dealing with a segment of

one person, since every consumer displays different purchasing habits and preferences.
Organisations will track individuals, and try to market products and services to them
based upon similar buyer behaviour seen in other individuals (e.g. When Amazon tells
you that customers that viewed/bought the same product as you, also bought another
product).
CRM In Retail Marketing( Big Bazaar)
Customer relationship activities have the most impact on customer retention. Every
customer service encounter has the potential to gain repeat business or have the
opposite effect. The expectation of personalized, relevant offers and service is
becoming a primary driver of customer satisfaction and retention in financial
services.
What Exactly Is CRM?
The first thing you find when looking into the world of Customer
Relationship Management is the number of different definitions in use today.
Here is the one I have chosen for this Project:
• "CRM is the business strategy that aims to understand, anticipate, manage and
personalize the needs of an organization's current and potential customers" --
PWC Consulting

• CRM is a business strategy, one that puts the customer at the heart of the
business.
• “That’s 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 customer’s
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 .
(“Come To Big Bazaar- Isse Sasta Aur Achha Kahin Nahin”)
It is said that a successful CRM implementation will allow your Customer Service, Sales
and Marketing people (and anyone else in your organization) to have a holistic view of
each and everyone of your customers. In theory this will enable them to make quick,
informed decisions, create cross selling and up selling opportunities, measure marketing
effectiveness and deliver personalized Customer Care. Sound’s great doesn’t it !!!

The History of CRM
Following on from Enterprise Resource Planning or ERP (the business strategy that
promised to automate the “back-office”), the term CRM was first coined in the mid-
1990s. CRM in those days referred to the software used to help businesses manage their
customer relationships. From sales force automation software (SFA) that focused on
customer contact management to integrated knowledge management solutions, these
were the early foundations of CRM.
The last couple of years have seen the term broaden to encompass a more strategic
approach and the investment of billions of dollars worldwide into CRM solutions and
services has followed.
First Things First
Successful CRM always starts with a business strategy, which drives change in the
organization and work processes, enabled by technology. The reverse rarely works. The
key here is to create a truly Customer-Centric philosophy that touches every point and
more importantly every person in the company. From CSR to CEO everyone must live
and breathe customer focus for all of this to work.

The Right Technology
It is estimated that the global market for CRM services and solutions is currently worth
$148 billion. That means a lot of choice when selecting your technology - from web-
based solutions aimed at small businesses with less than 10 employees to solutions
suitable for multi-national enterprises with millions of customers.
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. That’s 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.

Advantages Of CRM for Big Bazaar
Using CRM, a the management of Big Bazaar can:
 Provide better customer service
 Increase customer revenues
 Discover new customers
 Cross sell/Up Sell products more effectively
 Help sales staff close deals faster
 Make call centers more efficient
 Simplify marketing and sales processes
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.

Challenges For Big Bazaar in CRM implementation:
 .Difficulty in acquiring new customers can be a result of any one, or
combination, of the following problems.
 .Inaccurate and Slow Quoting Organizations may be unable to accurately estimate
and quickly deliver successful proposals, often leading to missed opportunities,
bad profit margins and upset prospects.
 Lack of Product Knowledge Within their Sales Force
 Problems can arise when products were sold that didn’t fit company's profitability
strategy such as selling a customer one product when another would be better for
the customer and more profitable for you.
 Difficulty and Delay in Updating Pricing and Product Information
 When the sales force is relies on incomplete product, pricing and customer
information, then they're probably not selling the most profitable products you
offer.
 Customers prefer a combination of differing channels in which to deal with your
company. Self-service on the web can even be done for complex products. Plus,
self-service on the web offers retail banks the opportunity to shift cost out to the
customer.

Customer Satisfaction Is Big Bazaar
“The degree of customer satisfaction you deliver determines the level of long-term
success you will achieve in business.” - --- Training Mantra for Sales Force
Customer Satisfaction their Top Priority
Don't just make sales. Create customers - satisfied customers. In addition to the
immediate profit they provide on the first sale, satisfied customers help you build
your business in 2 other important ways:
1. They become a reservoir of repeat buyers. For some businesses that means repeat
buyers for more of the same product or service. For every business, it means buyers
for additional products and services.
2. They automatically refer more business to you from their friends and business
contacts. This is highly profitable business for you because it doesn't cost you any
time or money to get it.
Whatever they Promise More, they Deliver
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 future customers.

Always Give Customers More Than They Expect
"Over deliver" on quality and service. Always exceed your customers' expectations. You
will win their long term loyalty. It also makes it difficult for competitors to steal
customers from you - even if they have lower prices. Customers will not risk an uncertain
experience with a competitor when they know they will get more than they expect from
you.
Customers know how much they value them:
Let your customers know you are always thinking about them. Communicate with them
regularly. For example, create some special deals just for your existing customers. And
announce new products or services to them before you announce them to the general
market.

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.
Targeted Marketing:Targeted marketing is accomplished through collecting
information about the customer. This information can be buying habits or simply
demographics. The idea behind this is that a business analyzes what a customer
buys and then markets specific products to that customer based on his or her
buying habits. Businesses track buying habits using discount cards, and special
store credit cards. Targeted marketing can also be implemented on the Internet.
Amazon.com has product recommendations based on buying habits, and product
ratings. Customers can also be sent e-mails that market targeted products.
Marketing the right products to the right customers can significantly increase a
business' sales with minimal associated costs.

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 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.
Alternatives: Consumers prefer alternatives that are compromise choices.
Given a choice between two alternatives, one priced lower than the other, the
addition of a third choice, priced higher than both, will increase the market share
of the more expensive of the original two. This finding suggests that companies
can increase their overall sales and shift purchases to higher-margin items by
carefully designing the sets of alternatives that their customers consider.

Floor Displays:Buyers are averse to choosing the lowest-quality alternative in
sets of three or more choices. One of the implications of this finding is that
marketers of well-known, high-priced brands should encourage retailers to
organize floor displays by model type, whereas marketers of lesser-known, lower-
priced brands should prefer organization by brand.
Brands:Consumers who think about the possibility that their purchase
decisions will be wrong are more likely to choose better-known brands. In a test
case, Simonson showed that consumers debating between a better-known, more
expensive brand and a lesser-known, less expensive brand expect to feel greater
regret if they err by choosing the cheaper option. Indeed, after thinking about the
possibility of regret, consumers were more likely to select the better-known
brand. Kodak film has capitalized on this finding with an advertising campaign
that asks consumers to consider how they would feel if they bought cheap film
and their pictures didn't turn out.
Preferences:Consumers tend to select variety when buying multiple products
for consumption at a later time. In each of three weeks, Simonson asked a group
of respondents to select one of six familiar snacks for immediate consumption. A
second group was asked to pick three snacks -- one for immediate consumption
and one for each of the next two weeks. Both groups were told that they could
pick the same snack as many times as they wished. Those in the first group tended

to select the same snack all three times, whereas most in the second group
selected three different snacks.
Product Modifications:Modifying a product with a feature or premium that is
of little or no value to the consumer, even without raising the price, may actually
decrease sales. When consumers are uncertain about their preferences, a product
that offers an unneeded add-on (such as an offer to purchase a Pillsbury
Doughboy collector's plate) provides them with a reason for rejecting it.
While marketing professionals can use these findings to influence consumer
decision making, consumers, too, can benefit by understanding their own
behavior. "One of the points of our research is to inform consumers about some of
the factors that influence their decisions," Simonson says. "With such knowledge,
they may be able to make better, more thoughtful decisions."

RESEARCH METHODOLOGY
Research: Research is in common parlance refers to search of knowledge. The main
aim of research is find out the truth, which are hidden.
Research methodology is way to systematically solve the research problem. Research
Methodology has many dimension and research methods constitute a part of the research
methodology. Thus research methodology does not only talk of research methods but also
considered the logic behind the methods used in the context of research study and explain
why we are using particular technique or method and why we are not using other so that
research results are capable of being evaluated either by the researcher himself or by
other. Research Methodology can be expressed and explained to research process.
Research Process is a sequential description of the entire research work including
research methodology.
This section includes the over all research design, the data collection method and
analysis procedure.
(1) Type of Study: Descriptive type of study is conducted
(2) Data Collection Process: It is one of the most complicated and tough jobs for
my research work though I thoroughly enjoyed it. For data collection it is scheduled
before survey work, like which to get feedback thus primary and secondary sources of
data collection were-
Primary sources:
Main source of information is questionnaire with personal interview.

Questionnaire:
It is the combination of a number of questions, which are of two types such as
Open-ended: In it the respondent gives answers in descriptive way.
Close ended: In it the respondent gives answers in Yes or No types.
I have used Questionnaire as a data collection tool.
Secondary sources:
Past records, files, Internet, web portals of the big bazaar.
(3) Sample size:
Sample size refers to the number of item to be selected from the universe to constitute
a sample algebraically, let the population size be N,
Sample size is n (n<N). I have collected data from 100 customer of big bazaar. So my
sample size is 100.
(4) Sample unit: Each respondent taken as a single unit
(5) STATISTICAL TOOLS AND TECHNIQUES USED:
After completing the survey as a first step towards analyzing the data, I prepared a
master chart,

Which helped me to tabulate the data, and proved useful in future analysis as it
contained the Data in a concise and a far more understandable form?
After properly tabulating the data I analyzed each question of the questionnaire using
frequency Distribution and statistical diagram like bar-diagram, pie-diagram etc.

DATA ANALYSIS & INTERPERTATION
RESULT OF SURVEY ON CRM IN RETAIL MANAGEMENT
(BIG BAZAAR)
1.Are you satisfied with the services provided by Big-Bazaar?
80
70
60
50
40 Series1
30
20
10
0
yes No can't say
Result:
From the above table it is clear that customers are satisfied with the services of Big
Bazaar because out of 100% customers 75% has given the positive answer in favor
of Big Bazaar.

2.How do you find the Shopper Assistant’s behavior?
75 15 10
HELPING NOT HELPING RUDE
80
70
60
50
40 Series1
30
20
10
0
helping not helping rude

Result:
From the above table it is clear that customer are satisfied with the attitude of the
shopper’s .Out of 100% customer all 75%customer are satisfied.

3.How would you rate the Shopper Assistant’s behavior on the scale of
five?
40 25 20 10 5
5 4 3 2 1
45
40
35
30
25 rank
20 customers
15
10
5
0
1 2 3 4 5
Result:
Out of 100 customer,40customer have given the 5 marks
to shopper .

4.Do you find the Layout of Food-Bazaar helpful in Shopping Experience?
60 30 10
YES NO CAN’T SAY
70
60
50
40
Series1
30
20
10
0
yes no can't say
Result:
Out of 100% customer 60, have told that they like the layout of Big Bazaar while 30
told that they do not like very much.

5.What do you like most about Big-Bazaar ?
CUSTOMER SERVICES 54 CREDIT FACILITY 42
DELIVERY SERVICES 6
60
50
40
30
20
10
0
customer services credit fecility delivery fecility
Result:
Out of 100% Customer ,4% customers like delivery services of Big Bazaar while
42% customers like the credit facility&54% customers like customer service. So it is
clear that customer wants credit services most.

6.How often do Big-Bazaar services exceed your expectations?(Customer
Delightness)
ALWAYS 45 SOMETIMES 33 NEVER 22
50
45
40
35
30
25 S eries 1
20
15
10
5
0
A lway s S om etim es Never
Result:
Out of 100% Customer, 45% customers said that Big Bazaar always provide better
services &it exceed their expectation.

7. Do you think that Big-Bazaar follow the ethical Mktg. Practices like
right pricing, right quality and right quantity?
55 33 12
YES NO CAN’T SAY
60
50
40
Series1
30
20
10
0
Yes No can't say
Result:
Out of 30 customer,25 customers have told that BigBazaar following the ethical
marketing practices.

8 What comes first when you think about Food–Bazaar?
16
PRICE 74 QUALITY

perception about food bazaar
can'tsay
10%
Quality
16%
Price
Quality
can'tsay
Price
74%
Result:
Customer said that when they think about Big Bazaar they think about price. out of
100% customer 74% customer have told this while 16% customer said that they
think about quality.

9 How would you rate theme–setting display of Food-Bazaar in
comparison to other?
35 32 28
Good Average Poor can’t say 5
40
35
30
25
20 Series1
15
10
0
Good Average Poor Can'tsay
Result:
Out of 100% customers, 35% customers said that Food Bazaar theme is good while
32% customer said that it is average &28% customer said that it is poor.

10. What is the most important criteria of selection for their Store Assistant
and Store Manager?
12
Pleasing Personality 5
Good Communication 25
Team Work
58
Commitment Toward Customer needs
60
50
40
Series1
30
Series2
20
10
0
Personality Communication Team work customer need

Result:
Out of 100% retailers, 58% has given importance to the store manager who have
the quality of identifying customer need, while 12% given importance to team work
&25% good communication skills.

11.Do you display all the entire stock on the rack or some amount is kept for
contingence? (Inventory availability)
Applicable to all product Applicable to some product

77 18
Only to FMCG
5
90
80
70
60
Series1
50
Series2
40
Series3
30
20
10
0
Applicable to all product Applicable to some product Only on FMCG
Result:
Out of 100% retailer, 77% have told that they show the entire product to customer,
while 18 have told that show some product to the customer.

12. How do you decide of point of purchase counter?
15 15 65 5
Brand Price Customer preference Product visibility
70
60
50
40
Series1
30 Series2
20
10
0
Price Brand Customer prefrence Product visibility

RESULT:
Out of 100% Retailer, 65% has said they use The customer preference for point of
purchase counter while 15% said that they use brand & price, 5% product
visibility.
13What is the preference order for promotional activity to create customer
awareness?
48 25 14 13
Newspaper Radio jingle Advertising Banner

50
45
40
35
30
25 Series1
20
15
10
5
0
News paper Radio T.V. Banner
Result :
Out of 100% retailer, 48% has told that they use Newspaper as their main tool for
promotional.

14. How would you analyses the customer satisfaction ?
Number of repeat purchase 65 Loyalties benefit 22 Customer 13
database
70
60
50
40
Series1
30 Series2
20
10
0
Repeat purchase Loyality Other benefits
Result:
100% Out of Retailer, 65% retailer said that they get the customer satisfaction by
repeat purchase,

15.What is your method of analyzing customer satisfaction?
67 15 18
Feedback No. of repeat purchase interaction of manager
with customer
80
70
60
50
Series1
40
Series2
30
20
10
0
Feedback Repeat purchase interaction to employees
Result :
Out of 100%retailer, 67% have told that analyzing the customer satisfaction
through the feedback of customer.

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.

SWOT Analysis of Big Bazaar
Strengths
 Prime location
 Large floor space allowing for better visual merchandising
 Large area also allows to stock a large variety of products under one roof
 Experienced and competent management
 Highly trained and motivated sales force
 Brand equity
 Large scale operations in various cities throughout the country allows them to
reap the benefits of “economies of scale”
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

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

LIMITATION
• The topic was very vast topic yet very important also.
• Due to time restraints it was not possible to study in depth to get knowledge what
practices are followed at Big Bazaar.
• Nevertheless, many facts and data are such that they are not to be disclosed
because of the confidential nature of the same.
• Hence because of that I cannot express any opinions upon various issues which it
limits the scope of my study.
• Duration of the project work was not sufficient.

CONCLUSION
“Customer Service is a critical factor for keeping your clients coming
back and ensuring they’ll refer you to others”.
1: Growing your business will be a difficult task at best if you don’t perform, meet
and exceed your client’s expectations, and provide service that creates customers for
life.
2: Customer service is all about the customer’s perception. You have to do more than
just get the job done. You must deliver on all the things (big and small) that affect the
relationship with your client. Consider opportunities for improvement in the
following areas.
3: Setting/Reviewing Expectations: Do you work with your client to set clear,
appropriate, realistic expectations that you can always meet or exceed? Are you clear
about the responsibilities (both yours’ and the client’s), timelines, and expectations of
results? Are you then willing to go back and review these expectations with the client
at key points along the way?
4: Communication: Do you have mechanisms in place to ensure you’re
communicating with clients at every stage of the engagement, from the sales process
through to completion of the project? Being clear about where you’re at, what’s been
completed, what’s coming up next, who’s responsible, what results you can expect,
etc.? Has the client ever had to ask you for these things?

5: Organization: Are you organized? Punctual? Reliable? When you show up to work
with your clients, have you done the work and are you prepared to make them feel
comfortable and taken care of? Even though you’ve done it hundreds, maybe
thousands of times before, do you take the time to organize and prepare to make it the
best client experience possible?
6: Committing to the Little Things: Don’t 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.

RECOMMENDATIONS AND SUGGESTIONS
1) Convert your customers into publicity agents. Develop an incentive for them to tell
associates and friends about the value of your products or services. An endorsement
from them is more effective than any amount of advertising - and it is much cheaper.
2) Surprise your customers with unexpected value. If you sell products, include an
"unadvertised bonus" with every order. If you sell services, get into the habit of doing
something extra for every customer or client without charging for it.
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.
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

Big Bazaar-Marketing Mix
Product Branding 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.

LOCATION OF BIG BAZAAR IN INDIA
. Big Bazaar Kolkata ( VIP Road)
Address:
Parvati Vihar, 52/6 V.I.P.Road, Baguihati, Kolkata
Phone no. (033) 25703651 / 3655
Store Opening Date 11 Oct 2001
Space : 25,000 - 30,000 sq.ft.
2. Big Bazaar Abid's Hyderabad

Address Maheshwari Palace Mall, Palace Talkies Compound, #4-1- 833,
Abids, Hyderabad.
Phone no. (040) 4758385/ 8376/ 8377 / 8378
Space 43,500 - 60200sq.ft.
3. Big Bazaar Bangalore:

Address Salapuria Towers,#22 , Koramangala Industrial Layout, Hosur Road,
Bangalore.
Phone no. (080) 25520889/25520751
Store Opening Date 8 Nov 2001
Space 36,000 sq.ft.
4. Big Bazaar Mumbai (Lower Parel)

Address Phoenix Mills Compound, 462, Senapati Bapat Road, Lower Parel,
Mumbai-400 013.
Phone no. (022) 56626703 - 4
Store Opening Date 13 July 2002
Space 40,000 sq.ft.
5. Big Bazaar Mulund (Mumbai)

Address C/O Runwal Arcade, Opp Richardson Factory, LBS Marg, Near
Mulund(West),
Mumbai 400 080
Phone no. (022) 55550606
Store Opening Date 19 April 2003
Space 56,000 sq.ft.
6. Big Bazaar Gurgaon

C/O Sahara India Commercial Corporation Ltd., Sahara Mall, Main
Address:
Mehrauli Gurgaon Road, Gurgaon. Haryana.
Phone no. (0124) 5003330
Store Opening Date 1 June 2003
Space : 45,000 sq.ft
7. Big Bazaar Nagpur

Address: Landmark Dhantoli Wadi Road, Nagpur
Phone no. (95712) 25620201
Space : 48,600 sq.ft.
8. Big Bazaar Ahmedabad

Rudra Point, Near Isckon Temple, Gandhi Nagar-Sarkhej Highway,
Address:
Ahmedabad.
Phone no. (079) 55305300
Store Opening Date 21 Feb 2004
9. Big Bazaar Bhubaneswar:

Address: Forum, 89, Kharavelnagar, Unit-III, Bhubaneswar-751001, Orissa.
Phone no. (0674) 3217780.
Store Opening Date 27 March 2004
10. Big Bazaar Nasik

Address The Zone, College Road, Nasik 422 005
Phone no. (0253) 2318218 - 28
Store Opening Date 19 June 2004
Space 26,000 sq.ft.
11. Big Bazaar Kolkata(Hiland Park)

Address The Metropolis, 6 Hiland Park, 1925 Chakgaria, P.S.Jadavpur, Kolkata.
Phone no.
Store Opening Date 4th December 2004
Space 26,000 sq. ft.

12. Big Bazaar Ahmedabad (Kankaria)
Ahmedabad City Mall, New Cotton Mills Compound, Outside Raipur
Address
Gate, Opp. Arya Seva Samaj Hall, Kankaria Road, Ahmedabad.
Phone no.
Store Opening Date 24th Dec 2004
13. Big Bazaar Gaziabad(EDM)

Address EDM, Plot No .1 Kaushambi, Gaziabad
Phone no. 0120 3001300/301
Store Opening Date 25th Dec 2004
14. Big Bazaar Durgapur

Address Durgapur City Centre, Durgapur. Pin - 713216
Phone no. (95343) 2543021
Store Opening Date 5th April 2005
Space 16,000 sq.ft.
15. Big Bazaar Kandivali

:Growel Plaza, Akurli Road,Off Western Express Highway, Kandivali(E)
Address
Mumbai-400101
Phone no.
Store Opening Date May 14, 2005
Space 65,000 sq.ft.
16. Big Bazaar -Lake City Mall (Thane)

Lake City Mall (Thane), Kapurbawdi Junction ,Ghodbunder Road, Thane
Address
(W), Mumbai-400080
Phone no. 022-2542 6644
Store Opening Date May 14, 2005
Space 50,000 sq.ft.
17. Big Bazaar Banshankari

Address 92/9, 80 Feet Road, BSK III Stage, Kathariguppa, Banshankari Bangalore
560085
Phone no. 080-5514 9000
Store Opening Date June 24, 2005

18. Big Bazaar Sangli
New Pride Multiplex Near CircuitHouse, Madhav Nagar Road Vakharbhag,
Address Sangli 416416,
Bangalore 560085
Phone no. 0233-262 4141
Store Opening Date June 29, 2005
19. Big Bazaar Inderlok

Address Metro Mall, Inderlok, Delhi
Phone no.
Store Opening Date July 1, 2005
20. Big Bazaar Lucknow

Address Sahar Ganj, Shahnajaf Road Hazratganj, Lucknow
Phone no.
Store Opening Date Nov 17, 2005
Space 60,000 sq ft
21. Big Bazaar Indore

Treasure Island ,11 Tukoganj Main Road, Indore 452001
Address
Phone no. 0731-3011300

Store Opening Date Dec 23, 2005
Space 50,000 sq ft
22. Big Bazaar Pune

Address Fun n Shop Building , Fatima Nagar, Solapur Road, Pune
Phone no. 020-5642 0500

Store Opening Date Dec 17, 2005
Space 36,000 sq ft

23. Big Bazaar Vizag
Address GV Manor, Beside Sangam
Sharat Theatre, Station Road
Dwarkanagar, Vishakapatnam 533016
Phone no.
Store Opening Date October 5, 2005
Space 47,000 sq ft
24. Big Bazaar Pune

Netaji Subhash Place, Metro
Station, Ansal MGF Metro Plaza
Address Wazirpur 110034
Phone no. 011 -3952 8244

Store Opening Date July 22, 2005
Space 35,000 sq ft
25. Big Bazaar BMTC, Banglore

Double Road, BMTC Bus Stand ,Near Lalbagh Main Gate, Bangalore
Address
Phone no.
Store Opening Date Apr 7, 2006
Space 42,000 sq ft
26. Big Bazaar at Citi Gold Multiplex, Ahmedabad

Address Citi Gold Multiplex, Bapu Nagar, Ahmedabad
Phone no. :
Store Opening Date : April 14, 2006
Space : 30,000 sq ft
27. Big Bazaar at Star & Sitara at Banshankari, Bangalore

Address Big Bazaar, 3rd Flr, Banshankari, Banglore
Phone no.
Store Opening Date April 20, 2006
Space 30,000 sq ft

QUESTIONNAIRE
1.Are you satisfied with the services provided by Big-Bazaar?
YES
NO
CAN’T SAY
2.How do you find the Shopper Assistant’s behavior?
HELPING
NOT HELPING
RUDE
3.How would you rate the Shopper Assistant’s behavior on the scale of five?

4
4.Do you find the Layout of Big-Bazaar helpful in Shopping Experience?
YES
NO
CAN’T SAY
6.What do you like most about Big-Bazaar ?
CREDIT FACILITY
TRANSPORTATION FACILITY
DELIVERY SERVICES

7.How often do Food-Bazaar services exceed your expectations?
ALWAYS
SOMETIMES
NEVER
8. What comes first when you think about Food–Bazaar?
PRICE
QUALITY
9. How would you rate theme–setting display of Food-Bazaar in comparison to other?
GOOD
Average
Poor
Can’t say

0.What is the most important criteria of selection for their Store Assistant and Store
Manager?
Pleasing Personality
Good Communication
Team Work
Commitment Toward Customer needs
11.Do you display all the entire stock on the rack or some amount is kept for
contingence?
Applicable to all product
Applicable to some product
Only to FMCG
12.How do you decide of point of purchase counter?
Brand
Price
Customer preference
Product visibility
13. What is the preference order for promotional activity to create customer awareness?
Newspaper
Radio jingle
Advertising
Banner

14. How would you analyze customer satisfaction?
Number of repeat customer
localities benefit
customer database
15. What is your method of analyzing customer satisfaction?
Feedback
No. of repeat purchase
Interaction of manager with customer

Bibliography
• Marketing Management
- Philip Kotlar
• Research Methodology
- C. R. Kothari
• Retail Marketing
- J.A.Lamba
• Customer Relationship Management

- Jagdish and Seth
• www.indiainfoline.com
• www.google.com
• www.businessline.com

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SUBMITTED TO: SUBMITTED BY:

VISHVESHWARYA INSTITUTE OF ENGINEERING &

Vishveshwarya Institutes of Engineering & Technology 1

DEPARTMENT OF MANAGEMENT (M.B.A.)

0909670083 to U.P. Technical University, Lucknow for the degree. Master of

Dr. Surender Tiwari Ms. Shashi Gupta

(H.O.D of Management) (Project Guide)

Vishveshwarya Institutes of Engineering & Technology 2

Customer Relationship Management In Retail Sector (Big Bazaar)’ is a genuine

M.B.A – 3rd sem

Roll No. 0909670083

Vishveshwarya Institutes of Engineering & Technology 4

Vishveshwarya Institutes of Engineering & Technology 5

Master of Business Administration (M.B.A.) programme is one of the most

integral part of Master of Business Administration programmed of Vishveshwarya

required to undergo practical training , after the .completion of third semester

the time comes to take responsibilities

learn about of working of retail sector.

Vishveshwarya Institutes of Engineering & Technology 6

It’s a privilege to express my sincere indebtedness and profound sense of gratitude to my

in giving the final shape to the research report.

Vishveshwarya Institutes of Engineering & Technology 8

• Trend in Retail market

5. Data Analysis & Interpretation 42

Vishveshwarya Institutes of Engineering & Technology 10

impact the structure and conduct of the retail industry.

shops to upscale multi brand outlets, especially stores or departmental stores.

profits) hence leading to its overall success.

understand the concept of retail marketing through departmental stores in Delhi.

Vishveshwarya Institutes of Engineering & Technology 12

• To explore current perceptions, attitudes & motivations towards Retail market

• To understand their current purchase decision making process

• To understand the service quality provide by retail market

• Where the retail market stand in the global scenario.

• To see the opportunity and threat of the retail market.

• To study about the future potential of retail market.

Vishveshwarya Institutes of Engineering & Technology 14

Store and Janaki Das & Sons, Westside etc.

Factors affecting Retail marketing

The development of organized retail is dependent on the efforts of several agencies

Chennai and Kidskemp in Bangalore, and, at another level, with manufacturer-retail

brands like Bata, Bombay Dyeing, and Titan.

Vishveshwarya Institutes of Engineering & Technology 16

the tax-regimes are the same across the country.

days a week, 12 hours a day.

Developers: The second group, whose participation is essential in making retail a

boom-sector in this millennium, comprises developers. Most properties are developed

consideration while the property is constructed.

manufacturing company's perspective, the focus should be on producing good products,

Vishveshwarya Institutes of Engineering & Technology 17

chain that has the resources to create a brand of its own.

Indian consumer became more mature. Customer-expectations zoomed. Thus, at the

service, and the entire shopping experience.

retailers, in turn, have to focus on the quality of the shopping experience.

consumption through retailing and the corresponding increase in employment created by

store retailers, non store retailers, and retail organizations.

Vishveshwarya Institutes of Engineering & Technology 18

art galleries, cooking classes, and children’s playgrounds.

Trends In Retail Marketing

need to take into account as they plan their competitive strategies.

Trends in retail marketing

Urban Suburban Rural