A STUDY ON CUSTOMER SATISFICATION TOWARDS UTENSILS IN BIG BAZAAR AT COIMBATORE

A project report submitted in partial fulfillment of the requirement for the award of the degree of MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY J.ARSANANTH (35080060)

UNDER THE GUIDANCE OF

DR. R. VELU PROFESSOR DEPARTMENT OF BUSINESS ADMINISTRATION SRM SCHOOL OF MANAGEMENT KATTANKULATHUR, CHENNAI 603 203.

CERTIFICATE
This is to certify that the project entitled A STUDY ON CUSTOMER SATISFICATION TOWARDS UTENSILS IN BIG BAZAAR AT BANGALORE submitted to SRM School Of Management in partial fulfillment of the requirement for the award of the Degree of Master of Business Administration, is a record of the original research work done by D.MARIMUTHU(35080309) during the period of his/her study in the Department of Business Administration, SRM School Of Management, Chennai under my supervision and guidance and that the project has not formed the basis for the award of any degree/ associate ship/fellowship of other similar title to any candidate of any university.

ATTESTED

CERTIFIED

_______________________ Dean (Dr. Jayshree Suresh)

________________________ Guide (MRS.SREE VIDHYA)

Vivo-Voce held on

External Examiner

DECLARATION
I, D.MARIMUTHU (35080309), hereby declare that the project entitled A STUDY ON CUSTOMER SATIFICATION TOWARDS UTENSILS IN BIG BAZAAR AT BANGALORE submitted to SRM School Of Management in partial fulfillment of the requirement for the award of the Degree of Master of Business Administration, is a record of the original research work done by me under the supervision and guidance of MRS.SREE VIDHYA, Head General Management, Department of Business Administration , SRM School Of Management, Chennai and that it has not formed the basis for the award of any degree/ associate ship/fellowship of other similar title to any candidate of any university.

Signature of the candidate

ACKNOWLEDGEMENT
I hereby take this opportunity to express my heartfelt thanks to T.R. PACHAMUTHU, B.Sc., M.I.E, Founder & Chairman, SRM Group of Educational Institution, Chennai. Dr. JAYSHREE SURESH, DEAN OF SRM SCHOOL OF MANAGEMENT gave her kind permission to do this project. MRS.SREE VIDHYA, Assistant Professor, for giving me valuable suggestions and corrections without his support this report would have not been completed successfully. I extend my heartfelt thanks to MR. BENJAMIN ,MANAGER OF FUTURE GROUP IN BANGALORE who had given me the necessary guidance and support while doing my project work in the company. I also thank all staff members who have helped me to be on the right track and to build a deeper understanding on the topic.

CONTENTS
PAGE CHAPTER TITLE NO. LISTOFTABLES LISTOFCHARTS I INTRODUCTION II REVIEWOFLITERATURE III COMPANYPROFILE IV RESEARCHMETHODOLOGY V DATAANALYSISANDINTERPRETATION 65 51 25 14 1

 VI FINDINGS,SUGGESTIONSANDCONCLUSION BIBLIOGRAPHY ANNEXURE 132 129 117

LISTOFTABLE
Table No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.
Tables Tableshowingrespondentsbasedontheirage Tableshowingrespondentsbasedontheirmaritalstatus Tableshowingrespondentsbasedontheirgender Tableshowingrespondentsbasedontheirfamilymonthlyincome Tableshowingrespondentsbasedontheireducationalqualification Tableshowingrespondentsbasedontheiroccupation Tableshowingrespondentsbasedontheirfamilytype Tableshowingrespondentsbasedonthemeansofknowingbigbazaar Tableshowingtherespondentsbasedonthefrequencyofshopping Tableshowingtherespondentsbasedoninfluencingshoppingbyadvertisement Tableshowingtherespondentsbasedonthefastreachingsourceofadvertisement Tableshowingrespondentsbasedonthedurationofbeingcustomertobigbazaar Tableshowingrespondentsbasedonthereasonforloyalty Page no. 65 66 67 68 70 71 72 73 75 76 77 79 81 82

Tableshowingmedianvalueofcustomersatisfactioninvarious dimensions
Distributionbasedonthequalityoftheutensils Distributionbasedonthevarietyoftheutensils Distributionbasedontheservice Distributionoftherespondentsbasedontheirbrand Distributionoftherespondentsbasedontheirresponsiveness Distributionoftherespondentsbasedontheirprice

15. 16. 17. 18 19. 20.

83 85 86 87 88 89

 Continued.

Table No. 21.

Distributionbasedontheoverall

Tables

Page no. 90

22.

Karlpearsonscoefficientofcorrelationbetweentherespondentsageandcustomer satisfactiontowardsutensilsinvariousdimensions

91

23. 24. 25. 26.

KarlpearsonscoefficientofcorrelationbetweentherespondentsFamilymonthly incomeandcustomersatisfactiontowardsutensilsinvariousdimensions Intercorrelationmatrixamongvariousdimensionsofcustomersatisfaction Associationbetweenthedurationofbeingcustomertobigbazaarandvarious dimensionofcustomersatisfaction tTestBetweenTheRespondentsGenderAndVariousDimensionsOfCustomer Satisfaction tTestBetweenTheRespondentsMaritalstatusAndVariousDimensionsOf CustomerSatisfaction tTestBetweenTheRespondentsTypesoffamilyAndVariousDimensionsOf CustomerSatisfaction Onewayanalysisofvarianceamongtheeducationalqualificationoftherespondents withregardtocustomersatisfactioninvariousdimensions OnewayanalysisofvarianceamongtheOccupationoftherespondentswithregard tocustomersatisfactioninvariousdimensions OnewayanalysisofvarianceamongtheReasonforloyaltyoftherespondentswith regardtocustomersatisfactioninvariousdimensions

93

95 96

99 102

27.

28.

105

29. 29. 30.

108

111

114

LISTOFFIGURES
Diagram No. Title Chartdepictingthedistributionofrespondentsbasedontheir age Chartdepictingthedistributionofrespondentsbasedontheir maritalstatus Chartdepictingthedistributionofrespondentsbasedontheir 67 PageNo. 65 66

1. 2.

3.

gender Chartdepictingthedistributionofrespondentsbasedontheir 68

4. 5. 6.
7.

familymonthlyincome Chartdepictingthedistributionofrespondentsbasedontheir educationalqualification Chartdepictingthedistributionofrespondentsbasedontheir occupation Chartdepictingthedistributionofrespondentsbasedontheir familytype Chartdepictingthedistributionofrespondentsbasedonthe 72 74 69 71

8.

meansofknowingbigbazaar Chart depicting the distribution of respondents based on the 75

9.

frequencyofshopping Chartdepictingthedistributionofrespondentsbasedon 76

10.

influencingshoppingbyadvertisement Chartdepictingthedistributionofrespondentsbasedonthe 78

11. 12. 13.

fastreachingsourceofadvertisement Chart depicting the distribution of respondents based on the durationofbeingcustomertobigbazaar Chartdepictingthedistributionofrespondentsbasedonthe reasonforloyalty 81 79

14. Continued Diagram No. 15. 16. 17. 18. 19.

Distributionbasedonthequalityoftheutensils

84

Title Distributionbasedonthevarietyoftheutensils Distributionbasedontheservice Distributionoftherespondentsbasedontheirbrand Distributionoftherespondentsbasedontheirresponsiveness Distributionoftherespondentsbasedontheirprice Distributionbasedontheoverall

PageNo. 85 86 87 88 89 90

20.

ChapterI INTRODUCTION 1.1Marketing The key to understand integrated marketing today is to understand the implications ofthewordstrategy.Astrategyiswhatyouaregoingtodo;amarketingstrategyis the link between the product and the market; it provides the much desired direction for allocation of marketing effort. It is translated into an action plan through the tools of marketing management. These tools together are called as MARKETING MIX.IndividuallytheyareProduct,Price,Place,andPromotion. MarketingMix is the set of controllable, tactical marketing tools product, price place and promotion that the firm blends to produce the response, it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for the product. Many possibilities can be collected into four groups of variableknownas4ps. PRODUCT MIX

PRICE MIX

Marketing

Mix

 PROMOTION MIX Product Anobjectoraservicethatismassproducedormanufacturedonalargescale with a specific volume of units . A typical example of a mass produced service is thehotel industry. A less obvious but ubiquitous mass produced service isa computer operating system. Typical examples of a mass produced objects are themotorcarandthedisposablerazor. Price Thepriceistheamountacustomerpaysfortheproduct.Itisdeterminedbya number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have thesameproduct. Place Place represents the location where a product can be purchased. It is often referredtoasthedistributionchannel.Itreferstohowtheproductgetstothe customer; for example, point of sale placement or retailing. This fourth P has referring to the channel by which a product or services is sold (e.g. online vs.

PLACE MIX

retail), which geographic region or industry, to which segment (young adults, families,businesspeople),etc. Promotion Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements advertising, public relations, word of mouth and point of sale. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an importantroleinwordofmouthandPublicRelations(seeProductabove). 1.2Customersatisfaction Customer satisfaction research is a path to building customer loyalty in both consumer and B2B business markets. Our customer satisfaction research measurement studies with two core components are focused on building customer loyalty. An actionable and action oriented approach, our customer satisfaction research engagements help build customer loyalty, market share and competitiveadvantage.

 1.3 CustomerSatisfactionDevelopmentComponents CustomerSatisfactionDecisionDrivers Qualitativeresearchuncoversthebroadpictureofhowcustomersmakepurchase andrepeatpurchasedecisions.Weexploretheproductandcompanyattributes,and we go the next step, to understand purchase and brand loyalty factors beyond attributeswhichaffectcustomersatisfactionandcustomerloyalty.Thesemaybethe brandproductuseapplication,emotionaldrivers,orexternalforces. AttributeDefinition Before proceeding to quantitative customer satisfaction research, we identify and create core attribute factors which, based on preliminary findings, account for most ofthedifferencesincustomersatisfactionlevels.

OpportunityScanning Opportunity scanning asks the question, "What else?" "What are your core needs and whatwould bethe ideal solutionto those needs?" Here ourqualitativeresearch exploration uncovers possible emerging needs, and changing competitive factors. See how we think about the decision process and where opportunity scanning fits in theprocessasanimportantfirststep. CustomerSatisfactionMeasurementStaticMeasures Static customer satisfaction measurements are standard core quantitative survey measurements. They are termed "static" because they are used as constant comparativemeasuresandareofourstandardCSMresearchmeasurements. BrandCompanyAttributeRatings Specificproduct,brandorcompanyattributes. AttributeImportance Reportedorstatedimportancelevels. BrandCompanyOverallRatings Thesearetheglobalor"dependent"measureswhicharelatercorrelatedtoattribute ratingsandimportanceratings. BrandCompanyLoyalty Here we measure the stability of repeat purchase of the client product brand or companybrand. GlobalShiftExpectations

Over time, customer expectations change as competitors and technology enhance customer service and product quality. Performance which once would "exceed expectations"istodaythenorm.Hereweassesshowexpectationsareevolving. CustomerSatisfactionMeasurementDynamicMeasures Thedynamicmeasuresfocusoncompetitivepositioningandthepathwayformaking specificchangestoproductorcustomerservicetoimprovecustomersatisfaction. CompetitiveAdvantage EmergingNeeds Today's and tomorrow's customer needs, forecasting where possible how needs will evolve over time. We employ, where appropriate, concept testing to posit future ways the client company, products, or brands may respond to these changing customer need environments. A customer satisfaction measurement study that accounts for market dynamics by anticipating emerging customer needs becomes actionablesothatourclients"seethefuture"abitmoreclearlyfromthecustomers' perspective. 1.4CUSTOMERBUYINGBEHAVIOUR Itistruefactthatifyouaresatisfiedyourecommendedtoothers.Wordofmouth and customer satisfaction play a very important role in determining market perceptionaboutaproduct.Itisthemarketperceptionthatdeterminesthesuccess of a company and so it is very important for the marketer to measure the willingness of existing users of a product to recommend it to others. The same is a lotofinteresttocustomersaswellforithelpsthemmakethepurchasedecision.

Theprojecthighlightsthefactorsthatinfluencethebuyingdecisionofaconsumer. Thefactorunderconsiderationwouldbe: Price Incomeoftheconsumer Featuresinthevarietyofdesigns Safetystandard Warrantyscheme Financefacility IsanIndianconsumerreadyformore? In other words, from the spread of choices offered by various manufacturers under varioussegments,ofwhichonethecustomerwillfinallyturntheignitionon? Customer satisfaction index: some of the most advance thinking in the business worldrecognizesthatcustomerrelationshipsarebesttreatedasassets. If you cannot measure it, you cannot improve it. Lord William Thomson Kelvin (18241907) Clause8.2.1inISO9000:2000states:

 As one of the measurements of the performance of the quality management system, the organizations shall monitor information relating to customer perception as to whether the organization has met customer requirements. The method for obtainingandusingthisinformationshallbedetermined TherequirementhasbeenthereintheQS9000standardclause4.1.6whichsays: Trends in customer satisfaction and key indicators of customer dissatisfaction shall be documented and supported by objective information. These trends shall be compared to those of competitors, or appropriate benchmarks, and reviewed by seniormanagement. There is obviously a strong link between customer satisfaction and customer retention.Customersperceptionofserviceandqualityofproductwilldeterminethe successoftheproductorserviceinthemarket. With better understanding of customers perceptions, companies can determine the actionsrequiredtomeetthecustomersneeds.Theycanidentifytheirownstrengths andweaknesses,wheretheystandincomparisontotheircompetitors,chartoutthe pathfutureprogressandimprovement.Customersatisfactionmeasurementhelpsto promote an increased focus on customer outcomes and stimulate improvements in theworkpracticesandprocessesusedwithinthecompany. Customer expectations are the customerdefined attributes of your product or service. We cannot create satisfaction just by meeting customers requirements fully

because these have to be met in any case. However falling short is certain to create dissatisfaction. Majorattributesofcustomersatisfactioncanbesummarizedas: Product quality Productpackaging Keepingdeliverycommitments Price Responsivenessandabilitytoresolvecomplaintsandrejectreports Overallcommunication,accessibilityandattitudes

Values

Benefits

Features Attributes

Attributeindividualscanbedistinguished\specialquality Featureschartersitics

 We cannot begin to address the customer satisfaction issue we define the parametersandmeasuresclearly. The customer satisfaction index represents the overall satisfaction level of that customerasonenumber,usuallyasapercentage Thebuyingprocessinvolvesthefollowingsteps
Problem Recognition

Evaluation Information search

Buy Decision

 The fact that word of mouth sales are a big deal in this industry has also helped. Industry players and market surveys reveal that 2030 percent of sales are through wordofmouth. Forthepurposeoftheprojecthasundergonethrough Surveyingtherelevantconsumerbasethroughexhaustivequestionnaire. Understandtheelementsunderplayingineachsegment DeducingAanalyticaloverviewthroughdifferentstatisticalmethods

 Recommendationcomesfromsatisfactionandsatisfactioncomesfrom

Product Quality

Service Quality

Relationship Quality

 ThePurchasedecisionprocess

MODEL OF BUYING BEHAVIOUR

MARKETING STIMULI OTHER STIMULI BUYERS CHARACTERICTS BUYERS DECISION PROCESS

 PRODUCT PRICE PLACE PROMOTION PHYSICAL DISTRIBUTIO N

ECONOMIC TECHNOLOGICAL POLITICAL CULTURAL CULRURAL SOCIAL PERSONAL PHYCHOLOGICAL

PROBLEM RECOGONITIO N INFORMATION RESEARCH EVALUATION OF ALTERNATIVES PURCHASE DECISION POST PURCHASE BEHAVIOUR


1.5RETAIL Indian retail industry is going through a transition phase. Most of the retailing in our country is still in the unorganized sector. The spread out of the retails in US and India shows a wide gap between the two countries. Though retailing in India is undergoinganexponentialgrowth,theroadaheadisfullofchallenges.

1.5.1WhatisRetailing?
The word "Retail" originates from a FrenchItalian word. Retailersomeone who cuts off or sheds a small piece from something. Retailing is the set of activities that markets products or servicesto finalconsumers for their own personal or household use. It does this by organizing their availability on a relatively large scale and supplyingthemtocustomersonarelativelysmallscale.RetailerisaPersonorAgent or Agency or Company or Organization who is instrumental in reaching the Goods or MerchandiseorServicestothe Enduserorultimateconsumer.

1.5.2ScenarioofRetailinginIndia

India has one of the largest numbers of retail outlets in the world. Of the 12 million retail outlets present in the country, nearly 5 million sell utensils and related products. Though the market has been dominated by unorganized players, the entry ofdomesticandinternationalorganizedplayersissettochangethescenario.

CHAPTERII REVIEWOFLITERATURE Adissatisfiedcustomerwilltellsevento20peopleabouttheir negativeexperience.Asatisfiedcustomerwillonlytellthree tofivepeopleabouttheirpositiveexperience(Kan1995). This feasibility study commissioned by the National Institute for Advanced Industrial Science and Technology in Japan (AIST) and supported by the Sustainable Consumption Unit (UNEP) provided an overview of approaches used in different disciplinesforevaluatingconsumerbehaviour.Thestudyanalysedtheapplicabilityof existing research concepts, theories, and tools for evaluating customer satisfaction withproductservicesystems(PSS).

Itincludedadiscussionoftheirstrengths/weaknesses. 2.2 CUSTO MER SATISF ACTIO N WITH PROD UCT DESIG N It has been recognized that ecoefficiency improvements at production and product design level can be significantly reduced or totally negated by rebound effect from increasedconsumptionlevels. In line with this problem factor 10 to 20 material and energy efficiency Improvements have been suggested (Factor 10 Club 1994; SchmidtBleek 1996; Bolund, Johansson et al. 1998; Ryan 1998). The improvements, however, if not carefullydone,maystillleadtoreboundeffectsthroughchangesinresourceprices. Asapotentialsolutiontothefactor10/20vision,systemlevelimprovementshaveto be made, contrary to redesigning individual products or processes (Weterings and

Opschoor 1992; Vergragt and Jansen 1993; von Weizscker, Lovins et al. 1997; Ryan 1998;Manzini1999;Brezet,Bijmaetal.2001;EhrenfeldandBrezet2001). Theproductservicesystem(PSS)concepthasbeensuggestedasawaytocontribute to this system level improvement (Goedkoop, van Halen et al. 1999; Mont 2000). Here the environmental impacts of products and associated services could be addressed already at the product and service design stage. Special focus should be giventotheusephasebyprovidingalternativesystemsolutionstoowningproducts. A number of examples in the businesstobusiness (B2B) area exist that confirm the potential of PSS for reducing life cycle environmental impact. It is, however, increasingly evident that business examples are difficult to directly apply to the privateconsumermarket. Private consumers, contrary to businesses, prefer product ownership to service substitutes(Schrader1996;Littig1998).Evenifaccepted,theenvironmentalimpacts ofservicesproductsoffersdependtoalargeextentonconsumerbehavior. To address this problem, either behavioral or service system design changes are needed. Changing human behavior and existing lifestyles contributes to the vision of sustainable development, but at the same time, it is an extremely difficult and time consumingprocess. A potentially easier way is changing the design of the productservice system to reduce behavioral pitfalls. In order to change system design, it is necessary to

understand how consumer acceptance of more sustainable solutions is formed, influenced or changed, what are the influencing factors and what are the leverage points for best results with lowest costs. Understanding consumer perceptions and behaviorinthiscontextiscrucial. 2.3CONSUMERRESEARCHINDIFFERENTDISCIPLINES A considerable body of literature in a range of different disciplines exists on consumption, consumer behavior, and consumer decisionmaking process. Research in economics, business, marketing, psychology and sociology domains studies consumer behavior from different theoretical premises: for economists, consumptionisusedtoproduceutility;forsociologists,itisameansofstratification; foranthropologistsamatterofritualandsymbol; for psychologists the means to satisfy or express physiological and emotional needs;andforbusiness,itisawayofmakingmoney(Fine1997). For more than a decade now, a range of studies that address environmentally sound consumer behaviour, e.g. car use, waste sorting, minimisation and recycling practices, have beenconducted. However, few studies evaluated consumer acceptance of the PSS concept a consumption based on nonownership of physical products, see, for example, studies on car sharing schemes (Schrader 1999; Meijkamp2000),skirentalandwashingservices(Hirschl,Konradetal.2001). Onereasonexplainingthelackofstudiesintheareacouldbethat,therearestillnot many PSS schemes in place to serve as test grounds. Another reason could be

uniformity of research focus. Most of consumer research focused on adopter categories, habits, attitudes and intentions, rather than on actually measuring the satisfaction level with the service. The reason is probably that PSS ideas have been promoted by researchers from the environmental management, marketing, design, andengineeringfields,andtoalesserextentbysociologists,whoholdthebannerof researchincustomersatisfaction. 2.4CONSUMERSATISFACTIONPROCESS The paramount goal of marketing is to understand the consumer and to influence buying behavior. One of the main perspectives of the consumer behavior research analyses buying behavior from the socalled information processing perspective" (HolbrookandHirschman1982). Accordingtothemodel,customerdecisionmakingprocesscomprisesaneed satisfying behavior and a wide range of motivating and influencing factors. The processcanbedepictedinthefollowingsteps(Engel,Blackwelletal.1995): Need recognition realization of the difference between desired situation and the current situation that serves as a trigger for the entire consumption process. Search for information - search for data relevant for the purchasing decision, both from internal sources (one's memory) and/or external sources.

Pre-purchase alternative evaluation - assessment of available choices that can fulfill the realized need by evaluating benefits they may deliver and reduction of the number of options to the one (or several) preferred. Purchase - acquirement of the chosen option of product or service. Consumption - utilization of the procured option. Post-purchase alternative re-evaluation - assessment of whether or not and to what degree the consumption of the alternative produced satisfaction. Divestment - disposal of the unconsumed product or its remnants. Besides the information processing perspective, marketing analyses consumer behaviour by employing a psychologically grounded concept of attitudes (Balderjahn 1988;Ronis,Yatesetal.1989;LuzarandCosse1998). It is consumer attitudes that are usually named as the major factor in shaping consumerbehaviourandawealthofstudiesisavailableonthetopicofhow attitudescanpredictbehaviour.

2.5INTERDISCIPLINARITYOFCONSUMERRESEARCH Different research disciplines diverge in their presuppositions about human nature, factorsinfluencingconsumerbehaviour,marketresponse,etc. Therefore, they naturally employdifferent research approaches. However, despite thatseeminglyinsurmountableabyssbetweendisciplines,weseethatmanyresearch topics and methods overlap, and that there is no clearcut line between different domainsofconsumerresearch.Manyconsumptionrelated issues are being increasingly addressed from interdisciplinary or multi disciplinary perspectives. Manyinterdisciplinaryconceptsandfactorsareofinterestforresearchonconsumer satisfaction with ecoefficient services and PSS. Contrary to the suggestions from many traditional neoclassical theories, consumption patterns are very flexible and pronetovariousinfluences. Today consumer behaviour is increasingly dynamic as the choice of alternatives increases with the growth of global markets. The complexity of the decisionmaking process and a large number of influencing factors suggest that changing consumer behaviour towards more sustainable consumption is a challenging process, which requirescoordinationatindividualandsocietallevel.

The area of PSS and ecoefficient services is still developing. Further efforts are required in order to understand relations between the functional and emotional needsofcustomers. 2.6DIFFERENTLEVELSOFCOMPLEXITY When evaluating satisfaction with a product, customers initially assess tangible features of the product. In the service context, the features, though observable, are considerably less tangible and are thus more difficult to assess. A product service system comprises four components (products, services, infrastructures, and networks), rendering the evaluation process of consumer satisfaction even more complex(Mont2000). Here the part of the system, with which the customer comes into direct contact, is larger than in the case of a pure product or service, which has implications for customer evaluation process. In the case of PSS or ecoservices, customers are exposedtobothdimensions:productandservice. In addition, due to closer relations with the service provider, customers can even become exposed to infrastructure and networks that support PSS delivery. Therefore, in the PSS context, an evaluation of all four PSS components becomes relevant:

 Product evaluation is conducted by assessment of products or technologies. Person-based or other types of services (technical, information and knowledge services) that are included into PSS may be evaluated. Infrastructure can be evaluated when the customer comes into contact with enabling supporting technology, or by evaluation of ambient conditions, spatial layout or bye valuating signs and arte facts of the PSS. Networks, are not usually exposed to the customer, but in some cases may be evaluated when they come into contact with customers. 2.7 Factors influencing consumer buying behaviour of a product Kotler (2005) defined Consumer buying behaviour as the process by which information is received, selected, organised and interpreted by an individual. Some ofthefactorsthatinfluenceconsumerBuyingbehaviourofaproductinclude: Quality: this is one of the factors which consumers take into account when makingtheirchoiceofbrand.AccordingtoUggla(2001),qualityisanintegrals partofbrandidentity. Price: McDonald and Sharp (2000) stated that price can be used as a reason forbrandchoiceintwoways;eitherbygoingforthelowestpriceinorderto escape financial risk or the highest price in order to achieve product quality. According to sderlund (2000), price, place and brand are three important factorswhendecidingconsumerspurchasechoiceineverydayproduct.

 Influence by others: according to Kotler et al (1999), influence by others plays a vital role in consumers decision processes. Consumers have the habit of consulting each other regarding a new product or brand and seeking their advice. The advices of other people have a strong affect on consumers buying behaviour. However, the degree of such affect depends on the situation or individual. Later adapters tend to be more influenced than early adapters. Influence by others cannot be sharpened by marketers. A buyer can also be influence culturally i.e. value, behaviour and preferences from family or other institution or socially i.e. by a small group like family or membership group. Purchase decision could also be influenced by attitude of others. For example, a consumer wants to buy MacLean, while in the shop he or she comes in contact with a friend who says Colgate makes my teethbrighter and whiter.TheconsumercanbeforcedtobuyColgate. Advertising: the main aim of advertisement is to create awareness. Advertisement is a conspicuous form of communication. According to Aaker (1991), if advertising, promotion and packaging embrace a regular positioning strategy over a period of time, there is the tendency that the brand will be strong. Some ways of reaching and communication to consumers through advertisingisthroughtelevision,cinema,radio,billboardetc. Packaging: this is the process of designing the cover of a brand/product. According to Kotler et al (1991), packaging is a form of advertisement in the sense that it sales duties such as attracting consumers, describing and selling theproduct.

 Convenience:accordingtoLinandChang(2003),convenienceofabrandhasa significantaffectonconsumer.Inotherword,easyaccesstobrand/productin storeisvitalwhenbuyinglowinvolvementproduct. 2.7RESEARCHFRAMEWORKSANDMETHODS A great variety of methods and frameworks for understanding and evaluating consumeracceptanceandsatisfactionareusedindifferentdisciplines.Thestudyhas discussed the following frameworks: Kano model of customer satisfaction, the Innovation diffusion of Rogers, the service quality model of Grnsroos, and SERVQUALmodelbyParasuraman. The study has also surveyed a range of tools used for evaluating and measuring consumer satisfaction. These included surveys, indepth interviews, focus group interviews, observations, mystery shopping, and psychographic portrait of customers. A number of drawbacks and benefits pertaining to the tools have been pointed out and discussed. Both the research models and the tools, while diverse to a different extent,werefoundtobeusefulforapplicationinthePSSresearcharea. CONCLUSIONS The environmental impacts of ever increasing consumption throughout the world have been recently recognized. Many solutions have been proposed to combat the risinglevelsofconsumption.Oneoftheconceptssuggestedasapotentialsolutionto reduceconsumptionlevelsistheconceptofproductservicesystems(PSS).

 Theconceptprovedtobeviableinthebusinesstobusinesscontext.However,inthe private consumer markets, it has been less successful, both in terms of economic viabilityandenvironmentalimpactreduction.Userbehaviourhasbeennamedasthe primaryreasonforthissituation. To address this problem, either behavioural or service system design changes are needed.Changinghumanbehaviourandexistinglifestylescontributetothevisionof sustainable development, but it proves to be an insurmountable task over a short periodoftime. Alternatively, changing the design of productservice system to reduce the behavioral pitfalls could be a potentially easier way towards sustainable development. Changing system design requires understanding how consumer acceptanceofmoresustainablesolutionsisformed,influencedorchanged,whatare the influencing factors and what are the leverage points for the best results with lowestcosts. Understandingconsumerperceptionsandbehaviourinthiscontextiscrucial. However,theconsumerdecisionmakingprocessismuchmorecomplexandintricate than just a simple decision about shifting from owning a product towards paying per useofit. Throughout this study we demonstrated that products are not seen purely for their functional features, but rather products are complex combinations of various

attributes, which, together with functionality, also bring status, serve as a key to a certainsocialclass,reinforceselfesteem,andmuchmuchmore. Therefore, the goal of this study was to take a step towards a better understanding of the complexity of the phenomena we are aiming to change. We did that by lookingathowdifferentdisciplinesperceivetheconsumptionprocessingeneraland theconsumerdecisionmakingprocessinparticular.

ChapterIII

COMPANYPROFILE
3.1COMPANYPROFILE

 Pantaloon Retail (India) Limited, Headquartered in Mumbai (Bombay), is Indias leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market. The company by 9th april 2009 operates over 11 million square feet of retail space, has over 1000 operational stores across 71 cities and towns and 65 rural locations in India and employs over 30,000 people. The company saw a 52 per cent increase in its total income from Rs 33.29 billion in FY200607toRs50.53billioninFY200708. The companys leading formats include Pantaloons, a chain of fashion outlets, Big Bazaar, a uniquely Indian hypermarket chain, Food Bazaar, a supermarket chain, blends the look, touch and feel of Indian bazaars with aspects of modern retail like choice, convenience and quality and Central, a chain of seamless destination malls. Some of its other formats include, Depot, Shoe Factory, Brand Factory, Blue Sky, FashionStation,allTop10,mBazaarandStarandSitara.Thecompanyalsooperates an online portal, futurebazaar.com. A subsidiary company, Home Solutions Retail (India) Limited, operates Home Town, a largeformat home solutions store, Collection I, selling home furniture products and EZone focused on catering to the consumerelectronicssegment. PantaloonRetailwasrecentlyawardedtheInternationalRetaileroftheYear2007by the USbased National Retail Federation (NRF) and the Emerging Market Retailer of theYear2007attheWorldRetailCongressheldinBarcelona.PantaloonRetailisthe flagship company of Future Group, a business group catering to the entire Indian consumptionspace.

 3.2FUTUREGROUPMANIFESTO Future the word which signifies optimism, growth, achievement, strength, beauty, rewards and perfection. Future encourages us to explore areas yet unexplored, write rules yet unwritten; create new opportunities and new successes. To strive for a glorious future brings to us our strength, our ability to learn, unlearn andrelearnourabilitytoevolve. We, in Future Group, will not wait for the Future to unfold itself but create future scenarios in the consumer space and facilitate consumption becauseconsumption is development. Thereby, we will effect socioeconomic development for our customers,employees,shareholders,associatesandpartners. Our customers will not just get what they need, but also get them where, how and whentheyneed. Wewillnotjustpostsatisfactoryresults,wewillwritesuccessstories. WewillnotjustoperateefficientlyintheIndianeconomy,wewillevolveit. Wewillnotjustspottrends;wewillsettrendsbymarryingourunderstandingofthe Indianconsumertotheirneedsoftomorrow.Itisthisunderstandingthathashelped

us succeed. And it is this that will help us succeed in the Future. We shall keep relearning.Andinthisprocess,dojustonething. 3.3REWRITERULESANDRETAINVALUES GroupVision: Future Group shall deliver Everything, Everywhere, Every time for Every Indian Consumerinthemostprofitablemanner. GroupMission: Wesharethevisionandbeliefthatourcustomersandstakeholdersshallbeserved only by creating and executing future scenarios in the consumption space leading to economicdevelopment.

We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments for classes and for masses. We shall infuse Indian brands with confidence and renewed ambition. We shall be efficient,costconsciousandcommittedtoqualityinwhateverwedo. We shall ensure that our positive attitude, sincerity, humility and united determinationshallbethedrivingforcetomakeussuccessful. CoreValues: Indianness:confidenceinourselves. Leadership:tobealeader,bothinthoughtandbusiness. Respect&Humility:torespecteveryindividualandbehumbleinourconduct. Introspection:leadingtopurposefulthinking. Openness: to be open and receptive to new ideas, knowledge and information. ValuingandNurturingRelationships:tobuildlongtermrelationships. Simplicity & Positivity: Simplicity and positivity in our thought, business and action. Adaptability:tobeflexibleandadaptable,tomeetchallenges. Flow:torespectandunderstandtheuniversallawsofnature. 3.4LINESOFBUSINESS

 Thecompanyispresentacrossseverallinesofbusinesswhichhavevarious formats(stores)lywood,TheDollarStore(JV)

FashionPantaloons,Central,aLL,BrandFactory,Blue Sky,Top10,FashionStation,BigBazaar,LeeCooper(JV). GeneralMerchandiseBigBazaar,ShoeFactory,Navras,ElectronicsBazaar, FurnitureBazaar,KB'SFAIRPRICE ElectronicseZone,ElectronicBazzaar,STAPLES(JV) HomeImprovementHomeTown FurnitureCollectioni,FurnitureBazaar,HomeBazaar Etailing(OnlineShopping)www.futurebazaar.com Books&MusicDepot Leisure&EntertainmentBowlingCo.,F123 WellnessStar&Sitara,Tulsi Telecom&ITGenM,MBazaar,MPort,ConvergeM,FutureAxiom ConsumerDurablesKoryo,Sensei,IPAQ ServiceECare,HCare MallsCentral(Bangalore,Hyderabad,Pune,Mumbai,VadodaraGurgaon, Indore) Investment&SavingsInsurance:ULIP,Pension,Endowmentetc.

3.5STOCKINFORMATION Listed on: Bombay Stock Exchange Stock Code: BOM:523574 3.6COMPANYTIMELINE MajorMilestones 1987 Company incorporated as Manz wear Private Limited. Launch of Pantaloons, Indiasfirstformaltrouserbrand.

 1991 LaunchofBARE,theIndianJeansbrand. 1992 Initialpublicoffer(IPO)wasmadeinthemonthofMay. 1994 The Pantaloon Shoppe an exclusive mens wear store in franchise format launched across the nation.The company starts the distribution of branded garmentsthroughmultibrandretailoutletsacrossthenation. 1995 JohnMillerFormalshirtbrandlaunched. 1997 Company enters modern retail with the launch of the first 8000 square feet store,PantaloonsinKolkata. 2001 Three Big Bazaar stores launched within a span of 22 days in Kolkata, BangaloreandHyderabad. 2002 FoodBazaar,thesupermarketchainwaslaunched. 2004 CentralIndiasfirstseamlessmallwaslaunchedinBangalore.

2005 Group moves beyond retail, acquires stakes in Galaxy Entertainment, Indus LeagueClothingandPlanetRetail.

Sets up Indias first real estate investment fund Kshitij to build a chain of shoppingmalls. 2006 Future Capital Holdings, the companys financial is formed to manage over $ 1.5 billion in real estate, private equity and retail infrastructure funds. Plans foraysintoretainingofconsumerfinanceproducts. Home Town, a home building and improvement products retail chain was launched along with consumer durables format, Ezone and furniture chain, FurnitureBazaar. Furure group enters into joint venture agreements to launch insurance productswithItalianinsurancemajor,Generali. 2007 FutureGroupcrosses$1billionmark. FormsjointventureswithUSofficestationeryretailer,staples.

Specialised companies in retail media, logistics, IPR, and brand development andretailledtechnologyservicesbecomeoperational.

Pantaloon retail wins the International retailer of the year at US based National Retail Federation convention in New york and Emerging Retailer of theyearawardattheWorldRetainCongressheldinBarcelona.

Futurebazaar.combecomesIndiasmostpopularshoppingportal. 2008 Future Capital Holdings becomes the second group company to make a successfulInitialPublicOfferingintheIndiancapitalmarkets.

Big Bazaar crosses the 100 store mark, marking one of the fastest ever expansionofahypermarketanywhereintheworld. Totaloperationalretailspacecrosses10millionsquarefeetmark. Future Group acquires rural retail chain, Aadhar present in 65 rural locations 3.7HIERARCHYOFPANTALOON(FUTUREGROUP) Mr.KishoreBiyani,ManagingDirector Kishore Biyani is the Managing Director of Pantaloon Retail (India) Limited and the GroupChiefExecutiveOfficerofFutureGroup.

Mr.GopikishanBiyani,WholetimeDirector Gopikishan Biyani, is a commerce graduate and has more than twenty years of experienceinthetextilebusiness. Mr.RakeshBiyani,WholetimeDirector Rakesh Biyani, is a commerce graduate and has been actively involved in category management; retail stores operations, IT and exports. He has been instrumental in theimplementationofthevariousnewretailformats. Mr.VijayKumarChopra,IndependentDirector V.K.Chopra is a fellow member of The Institute of Chartered Accountants of India (ICAI)byprofessionandisaCertifiedAssociateofIndianInstituteofBankers(CAIIB). His banking career spans over 31 years and he has served senior management positions in Central Bank of India, Oriental Bank of Commerce, SIDBI, Corporation BankandSEBI. Mr.ShaileshHaribhakti,IndependentDirector Shri Shailesh Haribhakti, is a Chartered Accountant, Cost Accountant, and a Certified Internal Auditor. He is the Deputy Managing Partner of Haribhakti & Co., Chartered Accountants and past president of Indian merchant Chambers. He is on the Board of several Public Limited Companies, including Indian Petrochemicals Corporation Ltd., AmbujaCementEasternLtd.etc.HeisontheBoardofCompanysinceJune1,1999. Mr.SDoreswamy,IndependentDirector

S. Doreswamy, is a former Chairman and Managing Director of Central Bank of India and serves on the board of DSP Merrill Lynch Trustee Co and Ceat Limited among others. Dr.DOKoshy,IndependentDirector D.O.Koshy,holdsadoctoratefromIIT,DelhiandistheDirectorofNationalInstitute of Design (NID), Ahmedabad. He has over 24 years of rich experience in the textiles andgarmentindustryandwasinstrumentalinthesettingupofNIFTcentresinDelhi, Chennai and Bangalore. He is a renowned consultant specializing in international marketingandapparelretailmanagement. Ms.BalaDeshpande,IndependentDirector Bala Deshpande, is Independent Director, Pantaloon Retail (India) Ltd. and also servesontheboardsofDeccanAviation,NagarjunaConstruction,WelspunIndiaand IndusLeagueClothingLtd,amongothers. Mr.AnilHarish,IndependentDirector Anil Harish, is the partner of DM Harish & Co. Associates & Solicitors and an LLM from University of Miami. He also serves on the board of Mahindra Gesco, Unitech, IndusIndBankandHindujaTMT,amongothers. RakeshBiyaniCEORetail

AnshumanSinghCEOValueFashion DamodarMallCEOIncubation&Innovation HansUdeshiCEOGeneralMerchandising HemchandraJaveriCEOHomeSolutionsRetail(India)Ltd. KailashBhatiaCEOIntegratedMerchandisingGroup MadhumatiLeleCEOServices RajanMalhotraCEOBigBazaar SadashivNayakCEOFoodBazaar SanjeevAggarwalCEOPantaloons VishnuPrasadCEOCentral&BrandFactory KrubenMoodliarPresidentOperations(ValueRetailing) MayurToshniwalHeadOperations(NorthZone) RajeshJoshiHeadOperations(WestZone) RohitMalhotraHeadOperations(SouthZone) SandeepMarwahaHeadOperations(EastZone) SanjayJogHeadHumanResources UshirBhattExecutiveBoardMember AtulTakleHeadCorporateCommunications PrashantDesaiHeadGroupIR&NewVentures(PE) VinayShroffHeadSupplyChainManagement

 3.8ABOUTBIGBAZAAR Big Bazaar is the flagship hypermarket retail chain from Future Group, having 116 storesacrossthecountryby11thAugust2009.Withitsmottoof'Issesastaauraccha kahin nahin',Big Bazaar ensures that all the products are of good quality and offered atthelowestprices. Promising 'more for less', Big Bazaar, offers 1.6lakh massmarket product ranges that are sought by a majority of Indian consumers. It also offers a host of value added services. The special discounts and promotional offers, which are available at regular intervals, makes the format very unique and distinct. The consumer experiencesanewlevelofstandardinprice,convenience,comfort,qualityandstore servicelevels. The first store of Big Bazaar was opened in Calcutta in 2001, on VIP Road, in the ground floor of a residential building. This was the first departmental store that offered regulated parking services, apparel, steel vessels and electronics under one roof, and all at the most competitive prices! The format got bigger and better with theintroductionoffreshfoodandvegetablesFoodBazaar,introducedasashopin shop concept, which then went on to become a very successful standalone store aroundIndia.

 A super quick roll out of stores across India followed with this format becoming a hugehitwiththemiddleandlowermiddleclassahugeclientbase.Ofcourse,now the Future Group is about many more brands and formats like Pantaloons, Central, HomeTown, eZone, Depot, LootMart, Brand Factory, Scullers, Urbana, Indigo Nation, OneMobile,Staples,Etam,LeeCooperSportsBar,CopperChimneyandF123. The next watershed for brand Big Bazaar was the introduction of the Sabse Sasta DininJanuary2005,whentheIndianRepublicDayholidaywasutilizedtomakesure that hordes of consumers descended on all Big Bazaars across the country to buy all kindsofhouseholditemscheap. There were scenes of customers actually vigorously fighting over items instore, long queues and this was followed by another unique initiative the Juna do aur naya lo where customers were encouraged to bring in their old clothes, utensils, furniture and electronics, sell them at a predetermined price and receive coupons thatenabledthemtoreceiveadiscountongoodsinstore. Even with preconditions like the customer has to buy four times the value of the coupon, the coupon is valid only for seven days, the mounds of old clothes and items outside these collection centers were testimony to the success of this gambit. BigBazaarwasalsothefirsttodesignateWednesdayasthehaftekasabsesastadin with extra special discounts offered to lure the customer into the store midweek with the usual result, a crowded store! This naturally has been copied by every retailerinthesamebandwidth,pronto.

Kishore Biyani is reported to have said that the word bazaar was mandatory for thenameastheywantedtoreplicatetheIndianmandiormarketfeel,andbigcame aboutbecausethiswasamuchlargerconceptthanjustaregularmarket. The clarity of ideas is evidenced by the fact that they had frozen the punch line Isse Se Sasta Aur Achha Kahi Nahi much before any meeting with creatives to design the final logo of Big Bazaar. It was intentional then and has been kept up to date as the stores reflect India and Indianness by keeping tabs on the local culture, diversityandcustomstogrowwithsocietyratherthanasaseparateentity. Ofcoursetheexperienceineachstorevariesasindividualstoresaretreatedlikea small family with its own head of the family Karta the store manager. This is sometimesanegativethingiftheinfluenceoftheheadorkartacannotbeperceived or counted upon and leads to vastly varied customer interactions, where one store scores over the other, within the same locality, a very confusing thing for the customer. The standardization that one expects with a multi city and store operation is somewhat lacking whether in terms of merchandise stocked, service offered or even just the overall intangible feel of vibrancy that exists in some stores and is completely absent in others. This in spite of Kishore Biyani inculcating the habit of observingandunderstandingcustomersbehaviorineveryemployeeofthegroup. But this is definitely sidelined by the continuing success story of this store, where even a recession has not dented their customer base probably because they are perceivedasbeingonthecustomersside.

 3.9INTRODUCTIONTOBIGBAZAAR,OLDMADRASROAD(BANGALURU) InIndiawhenacustomerneedssomethingforhome,atypicalthoughtistoseekit from the bazaar. A bazaar is a place where a complete range of product is always availabletotheconsumer. This is true all over India. As the store would offer a large mix of products at a discountedprice,thenamebigbazaarwasfinalized.Thatishowthestoredesignwas finalized. The store should on one hand provide the customer the look and feel of a bazaarandontheotherhandshouldprovidethemashoppingexperience. Thestoredesignandlayouttellsacustomerwhatthestoreisallabout.Itisavery strong tool in the hands of the retailer for communicating and creating the image of thestoreinmindofthecustomer.Thedesignandlayoutofthestoreareameansof communicatingtheimageoftheretailstore. The primary consideration that a retailer takes into account while choosing the look of his store is his target audience, their need and their buying behavior, secondlythemerchandisethatheisgoingtosell. OMR big bazaar (super center and hypermarket) is a 7floor building comprising of 13 home line of business, 4 joint venture with (Lee cooper, Loot mart, Dollar store,

Navras gold jewelry, sports) and few shop in shop. OMR big bazaar is the Indias biggest big bazaar with a 12000 per sq. feet sales. It comprises of built up area of 126655 sq. feet and retail area of 65043 sq feet with average footfalls of 7000 customersperday. Big bazaar is coming up of with more shop in shop so that they can cater to the needs of diverse culture of customers coming to the store. Customer coming to big bazaarcanshop,eatandentertainthemselvesunderoneroof. There are many promotional activities done in the store to promote the in house brands. These activities are usually performed on big days in the week like Sundays, SaturdayandWednesday. The activities done are fashion show to promote fashion @ big bazaar. Fashion show was conducted in the exterior of the store by models that performed on the ramp wearing big bazaar clothing. Other activities are small games such as quiz contest, fashion show, etc. are been played to entertain customers and on the same frontpromotetheirproducts. Wednesday bazaar is mostly targeted at house wife handling low budgets for the week. Impulse bins are kept in areas where there are heavy footfalls and cash counterstomakecustomersbuytheproducts. 3.10Exteriorstoredesign:

Many a times it is the exterior look of the store that draws the customers to the store.Thefactorsthatareconsideredindesigningtheexteriorofthestoreare: Siteit. Facilitieslikeparkingandeaseofaccess. Thearchitectureofthebuilding. Thedisplayspace. Thehealthandsafetymeasuresi.e.thesecurityguards. Exteriorofthestoreisattractiveandinviting.Ithighlightstheseasonalattractionof differentsectionswiththehelpofhugehoardings. Parking is design according to the convenience of the customeras customers have entriesclosetotheParkingspacesforbothTwoandFourWheelers. Customershaveproperplacestoputtheirluggagewhileenteringthestore,proper security feature are provided to give them a feeling of safety and wellbeing. Small eateries and Snacks shop are there for the customers in wait and for those who wantstopasstheirtime. 3.10.1Interiorstoredesign:

 Interior store design is a function of the aesthetic within the store, the merchandise sold within and the space used for the same and the overall layout of the store. The factorsthataffecttheinteriorstoredesignare: Space planning i.e. location of various departments, location of various products in thedepartment(plangram),relationofspacetoprofitability. Fixturesthatareusedforstoringanddisplayingmerchandise. Lightingschemehastobedecidedontheproductthatisdisplayed. Graphics and signage in the store provide information about the product, location, facilitiesetc.inthestore. Overall format of the store, look, feel, colure scheme are decided to give a Bazaar look where the Target Customer can have a feeling of having convenient and valued shoppingExperience. For the convenient movement of the customers in the store there are escalators and lifts. The store layout is such that when one reaches at a particular level he /she can get an overall picture of the floor in a single view. Proper spacing is provided for fixtures, walking area and Highlights like Boards and Signages are provided in each section.

 Every section is arranged in accordance to a preplanned theme for each Season and Shopping Festival. These themes have a same kind of patter or look such that different sections are connected in accordance with the buying behavior of the customer. Thefloorarrangementsareplannedtosuitthebuyingneedandconvenienceofthe customers like grocery, food and FMCG products (daily necessities) are kept on the groundfloorasnocustomerwillgotothe5thfloortobuyvegetables.Thusthestore designsareaccordingtothisplan. Comfortable ambience is created with the help soothing music. Proper ventilation and lights add to the shopping experience at OMR big bazaar. Attractive schemes and discounts on different products on different levels are announced at regular intervalsateveryfloortoattractcustomers. Proper fixtures are used to store and display the merchandise. The fixtures used are flexible enough that its size can be changed or can be shifted inside the store as perconvenience. Big Bazaar is not just another hypermarket. It caters to every need of your family. Where Big Bazaar scores over other stores is its value for money proposition for the Indiancustomers. At Big Bazaar, you will definitely get the best products at the best prices thats what we guarantee. With the ever increasing array of private labels, it has opened

the doors into the world of fashion and general merchandise including home furnishings, utensils, crockery, cutlery, sports goods and much more at prices that will surprise you. And this is just the beginning. Big Bazaar plans to add much more tocompleteyourshoppingexperience. It is chain of shopping malls in India currently with 31 outlet owned by KishoreBiyanisPantaloonGroup. Bigbazaarisnotjustanotherhypermarket. Itprovidesthebestproductsatthebestprice. ItreflectsthelookandfeelofIndianbazaarsattheirmodernoutlets. All over India, Big Bazaar attracts a few thousand customers on any regular day.

3.10.2TargetAudience: BigBazaartargetshigherandmiddleclasscustomers. The large and growing young working population is a preferred customer segment. BigBazaarspecificallytargetsworkingwomenandhomemakerswhoarethe primarydecisionmakers. 3.11FeaturesofBigBazaar,OMR,Bangalore InBigBazaar,OMRfollowingfeaturesarethere:

1. OMRoutletfocusesonallclasses. 2. It is a onestop shop, anything and everything which is in the market is presenthere. 3. GamingsectionF.123istherewhichcannotbefoundinalloutlets 4. UnisexsalonStarNSitaraisthere. 5. Thefoodcourtistherewhereonecanhaverefreshmentsandrelax.

6. Liftsarethereforconvenience.

7. Photo section is there on the ground floor where one can take out prints in differentways. 3.11.1GroundFloor: The ground floor comprises of food and non food items. In short there are products which are included in the daily necessities check list of the customers. When we enter in the store we see vegetables and fruits on the right side and food items, personal care product on the left. This floor mainly is known as food bazaar. It consistsoffollowingdepartmentsuchas: 1. fooditems o chillzone o chipzone o hungrykya 2. nonfooditems

o person nalcare o homecare c o fabricle een 3. staples: taples o basicst o cookingmediums s s 4. fruitsandvegetables 5. photoshop 6. livekitchens 7. medical 8. dollarstor re 9. liquorshop Sa les T h e C o n t r i

bution of Food Bazaar to the total sales for the year 200809 of the store was31%. ThespaceoccupiedbytheFoodBazaaris8076Sq.feetoutof65043ofthe totalretailspacei.e12%ofthetotalStoreretailspace. ThepersqfeetsalesofFoodBazaarisRs2862. 3.11.21stFloor: The first floor accommodates apparel department (men & ladies). Ladies and men mannequins dressed in updated trends on cubes & platforms looks attractive. Secondlytheheavydiscounts entice the customer to buy the products. One gets everything he/she needs in apparels.Thecategoriesare: 1.Menwear o mencasuals o menformals o mendenims&tees o mennightwear o menseasonalwear o menaccessories o mensportwear o menoccasionalwear 2.Ladieswear

o ladiesaccessories o ladiesnightwear o ladiesethnic(dressmaterials,sari,kurtasetc) o ladieswestern o ladieswesternformals o ladieswesternpartywear o ladiesseasonalwear o ladiessportswear 3.Jewelry 4.Lootmart 5.Cosmetics 6.CustomerServiceDesk SalesofApparels:

Targetand a Ach hievedSales S forMens a Wo and omensSegment t

800 0.00 600 0.00 400 0.00 200 0.00 0.00 0 BF Mens BF Men ns BF Ladies BF Ladies Acc Acc Cat tegories Inlakhs

TotalABP PSales TotalActu ualSales

S to t the tota al sales for the year 2008 2 09 The Contribution of Apparels Segment ofthestor rewas15% %. pparels seg gment is is 8076 Sq. f feet out of f 65043 The space occupied by the Ap ofthetota alretailspa acei.e15% %ofthetot talStorere etailspace. . qfeetsales sofFoodBazaar B isRs s1129. Thepersq 3.11.32ndFloor: oorcompri isesofplas stic,utensilsandcroc ckerythissection s islocatedonthe2nd Thisflo floorto opushthecrowdinupward u dir rectionand dsecondly ytheprodu uctskepthere h are planne edpurchase eproducts s. Itals socomprisesoffewimpulsebu uyingprodu uctssuchas a ladiesha andbagsandfoot wears this also helps h in pu ushing the customer upwards in the store. Thus 2nd floor compri isesofthefollowingcategories s: 1. kidswear swear o girls

o boy yswear o toddlers saccessori ies o kids 2. kidsgames&toys 3. softtoys 4. sportsequ uipments 5. footwear 6. luggage 7. ladieshandbags(jute ecottageis sashopinshop 8. Hardware&autoacc cessories. 9. PUC(plast tic,utensils s&crocker ry) 10. cookware 11. Navrasgoldjewelry(shopinshop) SalesOf O 200820 009Financi ialYear:

ibutionofto t thetota alsalesfortheyear2008 2 09Fin nancialyea arare: TheContri 1. Childrenswea ar&acces ssoriesis4% % 2. Lug ggageis2.3 34%

3. Footwear2.5% 4. Sportsgoods0.72% 5. Toys1.1% 6. PUCis7.94% Thepersqfeetsalesare: 1. Childrenswear&accessories17600Rs. 2. Luggageis12794Rs. 3. Footwear17043Rs. 4. Sportsgoodsandtoys15119Rs. 5. PUCis16560Rs. 3.11.43rdFloor: The floor is all about making your house look good. Yes, this floor is known as home bazaar. Good quality with heavy discounts is what attracts customers to this floor modular kitchens, bed rooms, living room, kids room are designed in different ways to give customers the idea of how the colure schemes changes the look of the product.Coordinatepresentationisaneffectivewayofdisplay. Therearearchitectservicebeenprovidesothatthecustomerscantaketheadviseof the architect and plan for the purchase. Customers can even customize the product. Thisfloorconsistsofthefollowing: 1. modularkitchens 2. modularbedrooms 3. modularlivingrooms 4. kidsroom 5. grabngo 6. officefurniture 7. mattress

8. homefash hion o bed dsheets o curt tains o carpets o pillo ows or 9. homedco ts 10. homelight 11. homeacce essories 12. utensils Salesfo orthefina ancialyear200809in nlacks:

3.11.54thFloor: nown as electronic e bazaar. b Cu ustomers who w are ga adgets lovers will This floor is kn m aro ound this floor. This s floor com mprises of demo roo oms where e in the enjoy moving custom mer can see e the demo of different gadget ts they wo ould like to o purchase. It also consist ts of part of o home bazaar. b The ere is future money which pro ovides insta allment paymentsystemforcustom mers.Categ goriesonthisfloorar re:

1. homeimprovements s o floo orings o lock kers&han ndles o mir rrors o bathroomset ts S) 2. staples(SIS 3. depot 4. Electronicbazaar. o whi itegoods o sma allapplianc ces o mythings o AC&geysers o LCD D o aud dio 5. futuremoney orthefina ancialyear200809: Salesfo

 The Contribution of Electronics & Depot Segment to the total sales for the year200809ofthestorewas9.88%and1.10%respectively. The space occupied by these segments is 6527 and 2514 Sq. feet resp. out of 65043 of the total retail space i.e 10.03% and 3.86% respectively of the total Storeretailspace. Thepersqfootsales: 1. Electronicsis11228Rs. 2. Depotis3257.75Rs. 3.11.65thFloor: Here is where customers can eat, play and relax themselves after shopping. The restaurant at OMR big bazaar have diverse food for customer from every culture Punjabi, chat, rolls, juices, south Indian food, ice creams, Chinese etc. when the customer enters the 5th floor the first and foremost thing that he/ she sees is the displayofthefooddishesattheeverydaylowprices. There are buffet dinners and lunch on the main days of the week such as Sunday, Saturday. Just along with the restaurant there is a game parlor wherein kids can enjoythemselvesbuyjustputtingacoininsidethemachine.Ontheothersideofthe floor is a beauty salon called star $ sitara with quality service at reasonable prices thatsuitsthebigbazaartaglineIssesastaaurachakahinahi. 1. Foodcourt(restaurant) 2. gamezone 3. beautysalonstar$sitara

Chapter-IV RESEARCH METHODOLOGY 4.1 INTRODUCTION METHODOLOGY A research process consists of stages or steps that guide the project from its conception through the final analysis, recommendations and ultimate actions. The research process provides a systematic, planned approach to the research project andensuresthatallaspectsoftheresearchprojectareconsistentwitheachother. INTRODUCTION This chapter aims to understand the research methodology establishing a framework of evaluation and revaluation of primary and secondary research. The techniques and concepts used during primary research in order to arrive at findings;

which are also dealt with and lead to a logical deduction towards the analysis and results. RESEARCHDESIGN I propose to first conduct a intensive secondary research to understand the full impact and implication of the shop, to review and critique the shop norms and reports,onwhichcertainissuesshallbeselected,whichIfeelremainunansweredor liable to change, this shall be further taken up in the next stage of exploratory research. This stage shall help me to restrict and select only the important question andissue,whichinhabitgrowthandsegmentationintheshop. ThevarioustasksthatIhaveundertakenintheresearchdesignprocessare:

Definingtheinformationneed Designtheexploratory,descriptiveandcausalresearch.

 RESE ARC H PRO CESS The rese arch proc ess has four disti nct yet inter relatedstepsforresearchanalysis Ithasalogicalandhierarchicalordering: Determinationofinformationresearchproblem. Developmentofappropriateresearchdesign. Executionofresearchdesign.

 Communicationofresults. Each step is viewed as a separate process that includes a combination of task , step and specific procedure. The steps undertake are logical, objective, systematic, reliable,valid,impersonalandongoing. 4.2SIGNIFICANCEOFTHESTUDY: A customer is the most important visitors on our premises. He is not dependent on us. We are dependent on him. He is not an interruption on our work.Heisthepurposeofit.Wearenotdoinghimafavorbyservinghim.Heis doingusafavorbygivingustheopportunitytodoso.

Customer satisfaction denotes all the organizational inputs, which aim at the Customer satisfaction and enhancing Marketing and organizational effectiveness. This gives more importance on advance technology and high productivity surpassing the needs and mental states of its Customers.

Study assesses the satisfaction level of consumers encompassing quality of technical service, quality and operational aspects of gadgets; and social / psychological costs. Customer Behaviour may be defined as the decision process and physical activity individuals engage in when evaluating, acquiring, using or disposing of goods or services.

The Customer Behavior research goes far beyond the facts of Customer preferences and encompasses all of the behaviors that Customer display in searching for purchasing,using,evaluatinganddisposingofproductsandservicesthattheyexpect wouldsatisfytheirneed. ThedetailedstudyofCustomerBehaviourorCustomerPreferencesfocuseson WhoBuysproductsorservices? Howdotheybuyproductsorservices? Wheredotheybuythem? Howoftendotheybuythem? Whendotheybuythem? Whydotheybuythem? Howoftendotheyusethem? These questions will help in understanding the factors that influence the decision making process of the Customers. It generally assumed that Customer decision makingisbasedonlimitedinformationthattheCustomerhas.

Many Customer interact with brand, design and verities as though they were other people, it is important to understand what a shop perception consists of, and how its characteristics can be used to affect the relationship between the shop and its users. Knowing and understanding the shop perception gives a good insight into this relationship and into peoples attitudes towards the shop, and is also an importantguidetocommunicatingtheshop.

4.3 SCOPE OF THE STUDY: This study deals with Customer Satisfaction. The outcome of this study will help The Big Bazaar, Bangalore Solutions to identify the various dimensions that influence the Customer buying behaviours. This study will give information to prospective customers. It Help us gain independent knowledge about the consumer perception of the outlets identified. It facilitates evaluation of brand name and customer satisfaction. The project is analyzed the demographic, psychographic and buying characteristics of the customers. It includes the detailed study of customers focusing on the various parameters that lead to identifying and understanding the perception of the customer satisfaction.

4.4 RESEARCH OBJECTIVES The research has been undertaken with following objectives. To study the level of Customer satisfaction among the Customer of The Big Bazaar, Bangalore. To study the methods of measuring Customer satisfaction of The Big Bazaar, Bangalore.

4. 5. Importance of the study Provide the require information about the consumer satisfaction towardstheutensilsinBigbazaar. Inform the management about knowing the purchasing criteria of customertowardtheUtensils. State different attribute of people regarding which is the most selling brandofutensilsintothemarket.

4.5 RESEARCH DESIGN It is a basic framework, which provides guidelines for the rest of the research process. A research design is purely and simply the framework or plan of a study that guides the collection and analysis of data. In this study, the researcher attempts to analyze the various dimensions towards Customer Satisfaction. Hence descriptive cum diagnostic design was adopted.

DESCRIPTIVE CUM DIAGNOSTIC Descriptive study describes the agreement level of Customer Satisfaction of the respondents. Diagnostic study attempts to find out the association between selective socio demographics characteristics. (Age, Gender, Monthly income, Marital Status, Family Type, Occupation, Educational Qualification) and level of Customer Satisfaction perceived by the respondents. Hence descriptive cum diagnostic research design was adopted.

4.6 DRAFTING QUESTIONNAIRE The questionnaire is considered as the most important thing in a survey operation. Hence it should be carefully constructed. Structured questionnaire consist of only fixed alternative questions. Such type of questionnaire is inexpensive to analysis and easy to administer.

4.7 DATA COLLECTION The task of data collection begins after the research problem has been defined and research design chalked out. While deciding the method of data collection to be used for the study, the researcher should keep in mind two types of data viz. Primary and secondary data.

4.8 SOURCES OF DATA

ThemethodIusedforexploratoryresearchwas

PrimaryData Secondarydata

Data is collected in two ways

Primary Data The primary data are those data which are collected a fresh and for the first time. It is the first hand data collected from the employees of BIG BAZAAR, BANGALORE. The primary data are collected directly from the Customer with a designed schedule for the purpose.

Secondary Data My proposal is to first conduct a intensive secondary research to understandthefullimpactandimplicationoftheShop,toreviewandcritique theShopnormsandreports,onwhichcertainissuesshallbeselected,whichI feel remain unanswered or liable to change, this shall be further taken up in thenextstageofexploratoryresearch.

4.9

RESEARCH HYPOTHESIS:

1. There is a significant correlation between the respondents Age and Customer Satisfactioninvariousdimensions. 2. There is a significant correlation between the respondents Family monthly incomeandCustomerSatisfactioninvariousdimensions. 3. There is a significant difference between Gender of the respondents and CustomerSatisfactioninvariousdimensions. 4. There is a significant difference between Marital Status of the respondents andCustomerSatisfactioninvariousdimensions. 5. There is a significant difference between Types of family of the respondents andCustomerSatisfactioninvariousdimensions. 6. There is a significant difference variance among the Educational Qualification of the respondents with regard to various dimensions of Customer Satisfaction.

 7. There is a significant difference variance among the Occupation of the respondentswithregardtovariousdimensionsofCustomerSatisfaction. 8. There is a significant difference variance among the Reason for loyalty of the respondentswithregardtovariousdimensionsofCustomerSatisfaction. 9. There is a significant Association between the being customer to big bazaar andCustomerSatisfactioninvariousdimensions.

4.10 UNIVERSE OF STUDY: The set of objects taken for the study is called universe. In this study, people in BIG BAZAAR, BANGALORE Solutions constitute the universe of the study. The universe of this study is Infinite, where the number of items is certain.

4.11 SAMPLE DESIGN: Sampling technique Judgmental sampling Sample was taken on judgmental basis. The advantage of sampling are that it is much less costly, quicker and analysis will become easier. Sample size taken was 100 customers. 4.12 SAMPLE SIZE: This refers to the number of items to be selected from the universe to constitute a sample.

The sample size of the study consisted of 100 respondents.

Geographical Area The study has been conducted at The Big Bazaar Bangalore.

Percentage analysis Percentage analyses were used in data presentation as they simplify numbers, reducing all of them to a 0 to 100, through the use of percentage.

4.13 SCORING PROCEDURE: The researcher used 5 points scale to find the respondents level of satisfaction. The weight ages are: Excellent Very Good Good Average - 5 points - 4 points - 3 points - 2 points

To be improved - 1 point

4.14 STATISTICAL TEST: 1. Correlation square was used to find out the correlation between the respondents Age and Customer Satisfaction in various dimensions in the field of Marketing management.

2. Student t square was used to find out the difference between Marital Status of the respondents and Customer Satisfaction in various dimensions in the field of Marketing management. 3. Student t square was used to find out the difference between Gender of the respondents and Customer Satisfaction in various dimensions in the field of Marketing management.

4. Student t square was used to find out the difference between Family Type of the respondents and Customer Satisfaction in various dimensions in the field of Marketing management.

5. Chi- square was used to find out the Association between the Family monthly income of the respondents and Customer Satisfaction in various dimensions in the field of Marketing management.

6. Anova- square was used to find out the variance among the Educational Qualification with regard to Customer Satisfaction in various dimensions in the field of Marketing management. 7. Anova- square was used to find out the variance among the Occupation with regard to Customer Satisfaction in various dimensions in the field of Marketing management.

8. Anova- square was used to find out the variance among the Reason for Loyalty with regard to Customer Satisfaction in various dimensions in the field of Marketing management.

4.15 TOOLS OF DATA COLLECTION

The researcher prepared the questionnaire that comprises of 42 questions in total. It is split into 2 parts. The first part consists of 14 questions explaining the personal details of the respondents. The second part comprises of 28 questions pertaining to customer satisfaction concept and suggestions of the respondents. The data collected, as per the guidelines provided under research methodology, is furtheranalysedandinterpretedwiththehelpofstatistical toolslike, Percentagecalculation chi- test Anova-test Student t test Correlation test

The Questionnaire consists of the following dimensions namely,

S. No. DIMENSIONS 1 2 3 4. 5. 6. Quality of Utensils Variety of utensils Service Brand Responsiveness Price

4.16 LIMITATION OF THE STUDY: All the research projects are hindered in their smooth flow by some unforeseen problems. The problems arise in the form of constraints by budget, time and scope of the study. The current project was also faced by certain problem. Some oftheproblemsfacedinthecourseoftheresearchareasfollows: The boredom and wavering concentration that set in among the respondents while answering the long questionnaire: thus in turn led to the difficulty of preventingincompletequestionnaires. ThestudywaslimitedtothegeographicalregionofBangalore. Timefactorwasthemajorconstraintbecausetheresearchercouldnotcollect moredatainashortperiod. The study is limited by time and no deep analysis of consumer behavior from a specific discipline point of view has been performed, as the goal of the study is to evaluate applicability of the most often used methods for understanding and measuring consumer acceptance and satisfaction. No sensory and taste ratings and preferences, that do not directly translate into the purchase, consumption, or market success of a product, were included into this study.

 4.17CHAPTERRIZATION: FISRTCHAPTER

This chapter deals with the Introduction, Marketing Mix,

Customer satisfaction, Customer Satisfaction Development Components, CustomerBuyingBehaviour. SECONDCHAPTER THIRDCHAPTER ThischapterdealswiththecompanyProfile. FOURTHCHAPTER ThischapterdealswiththeReviewofLiterature.

This chapter encompasses the Significance of the study, Scope of the study, Objectives of the study, Research design, Research Hypothesis, Universe of the study, Sampling design, Sample size, Tools of data collection, Data collection process, Method of analysis, Scoring procedure, Statistical test, Limitations of the study and S.No Age NoofRespondents (N:100) Percentage

Chapterization. FIFTHCHAPTER This chapter deals with the analysis and interpretation of datas based

onstatisticalmeasures. SIXTHCHAPTER

ThischapterdealswithFindings,SuggestionsandConclusion.

Chapter-V DATA ANALYSIS AND INTERPRETATION TABLE5.1 TABLESHOWINGRESPONDENTSBASEDONTHEIRAGE

 INFERENCE:

1. 2. 3. 4.

Upto25years 26to35years 36to45years Above45years

44 36 12 8

44.0 36.0 12.0 8.0

It is inferred from the above table that 44.0% of the respondents are in the age of upto 25 years, 36.0% of the respondents are in the age of 26 to 35 years, 12.0% of the respondents are in the age of 36 to 45 years and 8.0% of the respondents are in theageofabove45years. CHART5.1 CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONTHEIRAGE

Age

50

44.0%

40
36.0%

Percent

30

20

10

12.0% 8.0%

0 Upto 25 years 26 to 35 years 36 to 45 years Above 45 years

Age

 TABLE5.2 TABLE S.No 1. 2. Percentage 40.0 60.0 SHOWING

Maritalstatus NoofRespondents Married Unmarried (N:100) 40 60

RESPONDENTSBASEDONTHEIRMARITALSTATUS

INFERENCE: It is inferred from the above table that 40.0% of the respondents are Married and 60.0%oftherespondentsareUnmarried. CHART5.2 CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONTHEIRMARITAL STATUS

60

50

NoofRespondents (N:100) 42 58

Percentage 42.0 58.0

S.No Gender
40

Percent

1.
30

Male Female

2.
20

10

TABLE5.3 TABLESHOWINGRESPONDENTSBASEDONTHEIRGENDER INFERENCE:

It is inferred from the above table that 42.0% of the respondents are Male and 58.0%oftherespondentsareFemale. CHART5.3 NoofRespondents (N:100)

S.No FamilyMonthlyincome

Percentage

CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONTHEIRGENDER

Gender

60
58.0%

50

40

42.0%

Percent

30

20

10

0 Male Female

Gender

TABLE5.4 TABLESHOWINGRESPONDENTSBASEDONTHEIRFAMILYMONTHLYINCOME

1. 2. 3. 4. 5.

UptoRs.10000 Rs.10001toRs.20000 Rs.20001toRs.30000 Rs.30001toRs.40000 AboveRs.40000

6 42 30 18 4

6.0 42.0 30.0 18.0 4.0

INFERENCE: Itisinferredfromtheabovetablethat6.0%oftherespondentshavetheirmonthly income Upto Rs.10000, 42.0% of the respondents have their monthly income from Rs.10001 to Rs.20000, 30.0% of the respondents have their monthly income from Rs.20001 to Rs.30000 , 18.0% of the respondents have their monthly income from Rs.30001toRs.40000and4.0%oftherespondentshavetheirmonthlyincomeabove Rs.40000.

 CHART5.4 CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONTHEIRFAMILY MONTHLYINCOME

Family Monthly income

50

40

42.0%

Percent

30

30.0%

20
18.0%

10
6.0% 4.0%

0 Upto Rs.10000 Rs.10001 to Rs. 20000 Rs.20001 to Rs. 30000 Rs.30001 to Rs. 40000 Above Rs.40000

Family Monthly income

 1. TABLE5.5 TABLE SHOWINGRESPONDENTSBASEDONTHEIREDUCATIONALQUALIFICATION INFERENCE: It is inferred from the above table that 20.0% of the respondents are Under Graduates, 52.0% of the respondents are Post Graduates and 28.0% of the respondentsareotherslikeDiploma,Schoollevelandilliterate. CHART5.5 CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONTHEIR EDUCATIONALQUALIFICATION 2. 3. UnderGraduate PostGraduate Others S.No EducationalQualification NoofRespondents (N:100) 20 52 28 Percentage 20.0 52.0 28.0

60

50

40

Percent

S.No 1.

Occupation PrivateEmployee GovernmentEmployee Business Housewife

NoofRespondents (N:100) 24 28 40 8 TABLE5.6

Percentage 24.0 28.0 40.0 8.0

30

20

10

2. 3. 4.

TABLESHOWINGRESPONDENTSBASEDONTHEIROCCUPATION INFERENCE: It is inferred from the above table that 24.0% of the respondents are Private Employees, 28.0% of the respondents are Government Employees, 40.0% of the respondentsaredoingBusinessand8.0%oftherespondentsareHousewives. CHART5.6 CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONTHEIR OCCUPATION

40

30

Percent

S.No Familytype
20

NoofRespondents (N:100) 36 64

Percentage 36.0 64.0

1.
10

Joint Nuclear

2.

TABLE5.7 TABLESHOWINGRESPONDENTSBASEDONTHEIRFAMILYTYPE INFERENCE: It is inferred from the above table that 36.0% of the respondents are Joint family and64.0%oftherespondentsareNuclear. CHART5.7 CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONTHEIRFAMILY TYPE

S.No 1. 2. 3.

MeansofknowingBigBazaar Recommendedbyfriends ThroughAdvertisement ReductionOffers

NoofRespondents (N:100) 36 30 34

Percentage 36.0 30.0 34.0

Percent

TABLE5.8 TABLESHOWINGRESPONDENTSBASEDONTHEMEANSOFKNOWINGBIGBAZAAR INFERENCE: It is inferred from the above table that 36.0% of the respondents came to know about Big Bazaar through their friends 30.0% of the respondents came to know about Big Bazaar through Advertisement and 34.0% of the respondents came to knowaboutBigBazaarthroughReductionOffers.

 CHART5.8 CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONTHEMEANSOF KNOWINGBIGBAZAAR

Means of knowing Big Bazaar

40

36.0% 34.0%

30

30.0%

Percent

20

10

0 Recommended by friends Through Advertisement Reduction Offers

Means of knowing Big Bazaar

 TABLE5.9

NoofRespondents S.No Thefrequencyofshopping (N:100) 1. 2. 3. Onceinaweek Fortnightly Onceinamonth 44 34 22 44.0 34.0 22.0 Percentage

TABLESHOWINGTHERESPONDENTSBASEDONTHEFREQUENCYOFSHOPPING INFERENCE: It is inferred from the above table that 44.0% of the respondents are shopping once in a week, 34.0% of the respondents are shopping fortnightly and 22.0% of the respondentsareshoppingonceinamonth. CHART5.9 CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONTHE FREQUENCYOFSHOPPING

S.No Influencingshoppingbyadvertisement

NoofRespondents Percentage (N:100)

Frequencey of shopping

50

44.0%

40

34.0%

Percent

30

20

22.0%

10

0 Once in a week Fortnightly Once in a month

Frequencey of shopping

TABLE5.10 TABLESHOWINGTHERESPONDENTSBASEDONINFLUENCINGSHOPPINGBY ADVERTISEMENT

1. 2. INFERENCE:

Yes No

60 40

60.0 40.0

It is inferred from the above table that 60.0% of the respondents are influenced shoppingthroughadvertisementand40.0%oftherespondentsarenot. CHART5.10 CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONINFLUENCING SHOPPINGBYADVERTISEMENT

Influencing shopping by advertisement

60

60.0%

50

40

40.0%

Percent

30

20

10

0 Yes No

Influencing shopping by advertisement

TABLE5.11 TABLESHOWINGTHERESPONDENTSBASEDONTHEFASTREACHINGSOURCEOF ADVERTISEMENT

 INFERENCE:

S.No FastreachingsourceofAdvertisement (N:100) 1. 2. 3. 4. 5. 6. Television Radio Newspaper Banners Wallpaintings WindowDisplays 62 11 13 8 1 5

NoofRespondents Percentage

62.0 11.0 13.0 8.0 1.0 5.0

It is inferred from the above table that The Advertisement reaches 62.0% of the respondents through Television, 11.0% of the respondents getting through Radio, 13.0% of the respondents getting through Newspapers, 8.0% of the respondents gettingthroughBanners,1.0%oftherespondentsgettingthroughWallpaintingsand 5.0%oftherespondentsgettingthroughWindowDisplays.

 CHART5.11 CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONTHEFAST REACHINGSOURCEOFADVERTISEMENT

Fast reaching source in the Advertisement

60

62.0%

Percent

40

20

13.0% 11.0% 8.0% 5.0%

0 Television Radio News paper Banners

1 0%

Wall paintings

Window Display

Fast reaching source in the Advertisement

NoofRespondents S.No DurationofbeingcustomertoBigBazaar (N:100) 1. Below2yrs 30 30.0 Percentage

TABLE5.12 TABLESHOWINGRESPONDENTSBASEDONTHEDURATIONOFBEINGCUSTOMER TOBIGBAZAAR

2. 3. 4.

2to5yrs 5to10yrs Above10yrs

55 13 2

55.0 13.0 2.0

INFERENCE: It is inferred from the above table that 30.0% of the respondents are being customer to Big Bazaar Below 2 yrs, 55.0% of the respondents are being customer from 2 to 5 years, 13.0% of the respondents are being customer from 5 to 10 years and2.0%oftherespondentsarebeingcustomerabove10yrs.

 CHART5.12 CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONTHEDURATION OFBEINGCUSTOMERTOBIGBAZAAR

Duration of being customer to Big Bazaar

60
55.0%

50

40

Percent

30

30.0%

20

13.0%

10

0 Below 2 years 2 to 5 years 5 to 10 years

2.0%

Above 10 years

Duration of being customer to Big Bazaar

 S.No TABLE TABLE 1. 2. 3. Price Quality Service (N:100) 40 46 14 40.0 46.0 14.0 Reasonforloyalty NoofRespondents Percentage 5.13

SHOWINGRESPONDENTSBASEDONTHEREASONFORLOYALTY INFERENCE: Itisinferredfromtheabovetablethat40.0%oftherespondentsareloyaldueto the Price, 46.0% of the respondents are loyal due to Quality and 14.0% of the respondentsareloyalduetotheService. CHART5.13 CHARTDEPICTINGTHEDISTRIBUTIONOFRESPONDENTSBASEDONTHEREASON FORLOYALTY

Reason for loyalty

50
46.0%

40

40.0%

Percent

30

20

14.0%

10

0 Price Quality Service

Reason for loyalty

TABLE5.14

TABLESHOWINGMEDIANVALUEOFCUSTOMERSATISFACTIONINVARIOUS DIMENSIONS
S.No 1. Qualityoftheutensils 19

Dimensions

MedianValue

2.

Varietyoftheutensils

20

3.

Service

14

4.

12


7. 6. 5.

Brand

Responsiveness

22

Price Overall

20

110

 HIGHANDLOWLEVELOFTHEOFCUSTOMERSATISFACTIONINVARIOUS DIMENSIONS TABLE5.14.1 DISTRIBUTIONBASEDONTHEQUALITYOFTHEUTENSILS NoofRespondents (N:100) Percentage S.No Qualityoftheutensils

1. 2.

Lowlevel Highlevel

36 64

36.0 64.0

INFERENCE: It is inferred from the above table that 36.0% of the respondents have low level and 64.0 % of the respondents have high level of Quality of Utensils in Customer Satisfactionrespectively.

 CHART5.14.1 CHARTDEPICTINGTHEDISTRIBUTIONBASEDONTHEQUALITYOFTHEUTENSILS

Quality of the utensils

Low High

36.0%

64.0%

 1. 2. TABLE5.14.2 DISTRIBUTIONBASEDONTHEVARIETYOFTHEUTENSILS INFERENCE: It is inferred from the above table that 46.0% of the respondents have low level and 54.0 % of the respondents have high level of Varity of the Utensils in Customer Satisfactionrespectively. CHART5.14.2 CHARTDEPICTINGTHEDISTRIBUTIONBASEDONTHEVARIETYOFTHEUTENSILS Highlevel 54 54.0 Lowlevel S.No Varietyoftheutensils (N:100) 46 46.0 NoofRespondents Percentage

 S.No 1. 2. Service (N:100) Lowlevel Highlevel 34 66 34.0 66.0 NoofRespondents Percentage

TABLE5.14.3 DISTRIBUTIONBASEDONTHESERVICE INFERENCE:

It is inferred from the above table that 34.0% of the respondents have low level and 66.0 % of the respondents have high level of Service in Customer Satisfaction respectively. CHART5.14.3 CHART THE DISTRIBUTIONBASEDONTHESERVICE S.No Brand (N:100) NoofRespondents Percentage DEPICTING

Service
Low High

34.0%

66.0%

TABLE5.14.4 DISTRIBUTIONOFTHERESPONDENTSBASEDONTHEIRBRAND

 INFERENCE:

1. 2.

Lowlevel Highlevel

36 64

36.0 64.0

It is inferred from the above table that 36.0% of the respondents have low level and 64.0 % of the respondents have high level of Brand in Customer Satisfaction respectively. CHART5.14.4 CHARTDEPICTINGTHEDISTRIBUTIONTHERESPONDENTSBASEDONTHEIRBRAND

 NoofRespondents (N:100) 1. 2. Lowlevel Highlevel 46 54 46.0 54.0 Percentage S.No Responsiveness

TABLE5.14.5 DISTRIBUTIONOFTHERESPONDENTSBASEDONTHEIRRESPONSIVENESS INFERENCE:

It is inferred from the above table that 46.0% of the respondents have low level and 54.0 % of the respondents have high level of Responsiveness in Customer Satisfaction CHART5.14.5 CHART S.No Price Percentage DEPICTING respectively.

THEDISTRIBUTIONTHERESPONDENTSBASEDONTHEIRRESPONSIVENESS

Responsiveness
Low High

54.0%

46.0%

TABLE5.14.6 DISTRIBUTIONOFTHERESPONDENTSBASEDONTHEIRPRICE

 INFERENCE: 1. 2. Lowlevel Highlevel

NoofRespondents (N:100) 48 52 48.0 52.0

It is inferred from the above table that 48.0% of the respondents have low level and 52.0 % of the respondents have high level of Price in Customer Satisfaction respectively. CHART5.14.6 CHARTDEPICTINGTHEDISTRIBUTIONTHERESPONDENTSBASEDONTHEIRPRICE

Price
Low High

52.0%

48.0%

TABLE5.14.7 DISTRIBUTIONBASEDONTHEOVERALL INFERENCE: It is inferred from the above table that 46.0% of the respondents have low level and 54.0 % of the respondents have high level of Overall dimension in Customer Satisfactionrespectively. CHART5.14.7 CHARTDEPICTINGTHEDISTRIBUTIONBASEDONTHEOVERALL S.No 1. 2. Overall (N:100) Lowlevel Highlevel 46 54 46.0 54.0 NoofRespondents Percentage

Overall
Low High

54.0%

46.0%

TABLE5.15 KARLPEARSONSCOEFFICIENTOFCORRELATIONBETWEENTHERESPONDENTS AGEANDCUSTOMERSATISFACTIONTOWARDSUTENSILSINVARIOUSDIMENSIONS S.No Variable Correlationvalue StatisticalInterface 1. Qualityoftheutensils ().127 P>0.05 2. Varietyoftheutensils .237(*) P<0.05

 3. * 4. 5. 6. 7. Brand Responsiveness Price Overall .254(*) ().002 ().090 .064 Service .148

P>0.05 P<0.05 Significant P>0.05 Not Significant P>0.05 Not Significant P>0.05

Not Significant Correlationissignificantatthe0.05level. **Correlationissignificantatthe0.01level. INFERENCE: It is inferred from the table: 5.15 that there is no significant correlation between the respondents Age and Quality of the utensils in Customer Satisfaction. It is inferred from the table that there is a significant correlation between the respondentsAgeandVarietyoftheutensilsinCustomerSatisfaction. Itisinferredfromthetablethatthereisnosignificantcorrelationbetweenthe respondentsAgeandServiceinCustomerSatisfaction.

 It is inferred from the table that there is a significant correlation between the respondentsAgeandBrandinCustomerSatisfaction. Itisinferredfromthetablethatthereisnosignificantcorrelationbetweenthe respondentsAgeandResponsivenessinCustomerSatisfaction. Itisinferredfromthetablethatthereisnosignificantcorrelationbetweenthe respondentsAgeandPriceinCustomerSatisfaction. Itisinferredfromthetablethatthereisnosignificantcorrelationbetweenthe respondentsAgeandOverallinCustomerSatisfaction. TABLE5.16 KARLPEARSONSCOEFFICIENTOFCORRELATIONBETWEENTHERESPONDENTS FAMILYMONTHLYINCOMEANDCUSTOMERSATISFACTIONINVARIOUS DIMENSIONS

 S.No Variable Correlationvalue StatisticalInterface 1. Qualityoftheutensils .094 P>0.05 2. Varietyoftheutensils .057 P>0.05 3. Service .037 P>0.05 4. Brand ().133 P>0.05 5. 6. 7. INFERENCE: It is inferred from the table: 5.16 that there is no significant correlation between the respondents Family monthly income and Quality of the utensils inCustomerSatisfaction. Responsiveness Price Overall .028 .099 .048 P>0.05 Not Significant P>0.05 Not Significant P>0.05 Not Significant

 It is inferred from the table:5.16 that there is no significant correlation between the respondents Family monthly income and Variety of the utensils inCustomerSatisfaction. Itisinferredfromthetablethatthereisnosignificantcorrelationbetweenthe respondentsFamilymonthlyincomeandServiceinCustomerSatisfaction. Itisinferredfromthetablethatthereisnosignificantcorrelationbetweenthe respondentsFamilymonthlyincomeandBrandinCustomerSatisfaction. Itisinferredfromthetablethatthereisnosignificantcorrelationbetweenthe respondents Family monthly income and Responsiveness in Customer Satisfaction. Itisinferredfromthetablethatthereisnosignificantcorrelationbetweenthe respondentsFamilymonthlyincomeandPriceinCustomerSatisfaction. Itisinferredfromthetablethatthereisnosignificantcorrelationbetweenthe respondentsFamilymonthlyincomeandOverallinCustomerSatisfaction.

 TABLE5.17 INTERCORRELATIONMATRIXAMONGVARIOUSDIMENSIONSOFCUSTOMER SATISFACTION Quality ofthe utensils Variety ofthe utensils

Quality ofthe utensils

Service

Brand

Responsi veness

Price

Overall

Variety ofthe .572(**) utensils Service Brand

.359(**) .413(**) .178 .233(*)

1 .350(**) 1 1 .548(**)

1 .862(**) 1

Responsi .538(**) .502(**) veness Price Overall .960(**) .644(**) .831(**) .745(**)

.489(**) .550(**) .399(**) .642(**) .214(*)

.538(**) .832(**)

*Correlationissignificantatthe0.05level. **Correlationissignificantatthe0.01level.

 TABLE5.18 ASSOCIATIONBETWEENTHEDURATIONOFBEINGCUSTOMERTOBIGBAZAARAND VARIOUSDIMENSIONOFCUSTOMERSATISFACTION DurationofbeingcustomertoBig Bazaar S.no Customer Satisfaction 5to 10 years (n:13) Above 10 years (n:2) Statistical Inference

Below2 years (n:30)

2to5 years (n:55)

1.

Qualityofthe

utensils 2. Varietyofthe utensils Lowlevel Highlevel Service Lowlevel Highlevel Brand Lowlevel Highlevel Responsiveness Lowlevel 8 28 8 2 8 22 22 33 5 8 1 1 7 23 22 33 5 8 0 2 8 22 29 26 7 6 2 0 Lowlevel Highlevel 7 23 23 32 4 9 1 1 X2=6.607 df=3 P>0.05 NotSignificant X2=8.186 df=3 P<0.05 Significant X2=3.549 df=3 P>0.05 NotSignificant X2=1.721 df=3 P>0.05 NotSignificant X2=8.659 df=3

3. 4. 5.

Highlevel

22

27

P<0.05 Significant

Continued.. DurationofbeingcustomertoBig Bazaar S.no Customer Satisfaction 5to 10 years (n:13) Above 10 years (n:2) X2=9.356 8 22 31 24 7 6 1 1 df=3 P<0.05 Significant Overall Lowlevel Highlevel 8 22 29 26 7 6 1 1 X2=8.186 df=3 P<0.05 Significant Statistical Inference

Below2 years (n:30)

2to5 years (n:55)

5. 6.

Price Lowlevel Highlevel

INFERENCE:

It is inferred from the table: 5.18 that there is no significant association between the respondents Duration of being customer to Big Bazaar and QualityoftheutensilsinCustomerSatisfaction. Itisinferredfromthetablethatthereisasignificantassociationbetweenthe respondents Duration of being customer to Big Bazaar and Variety of the utensilsinCustomerSatisfaction. It is inferred from the table that there is no significant association between the respondents Duration of being customer to Big Bazaar and Service in CustomerSatisfaction. It is inferred from the table that there is no significant association between the respondents Duration of being customer to Big Bazaar and Brand in CustomerSatisfaction. Itisinferredfromthetable:5.18thatthereisasignificantassociationbetween the respondents Duration of being customer to Big Bazaar and ResponsivenessinCustomerSatisfaction. It is inferred from the table that there is a significant association between the respondents Duration of being customer to Big Bazaar and Price in Customer Satisfaction. It is inferred from the table that there is a significant association between the respondents Duration of being customer to Big Bazaar and Overall in CustomerSatisfaction.

 TABLE5.19 tTESTBETWEENTHERESPONDENTSGENDERANDVARIOUSDIMENSIONSOF CUSTOMERSATISFACTION

_ S.No CustomerSatisfaction X Qualityoftheutensils 1. Female(n:58) Varietyoftheutensils 2. Male(n:42) Female(n:58) 3. Male(n:42) Female(n:58) Brand 4. Male(n:42) 10.5714 2.76866 .42721 14.2381 2.64860 .40869 Service 19.1905 3.11752 .48104 19.0345 2.94371 .38653 Male(n:42) 19.7619 4.10716 .63375 S.D S.E

Statistical Inference

t=1.032 P>0.05 NotSignificant

t=0.945 P>0.05

19.7241 2.52561 .33163 NotSignificant t=0.073 P>0.05 14.2759 2.46941 .32425 NotSignificant

t=2.918 P<0.05

 Female(n:58) 5. Male(n:42) Female(n:58) Continued.. 21.0952 4.88806 .75424 Responsiveness 12.0345 2.23972 .29409

Significant

t=1.062 P>0.05 22.0000 3.63221 .47693 NotSignificant

_ S.No CustomerSatisfaction X Price 5. Female(n:58) Overall 19.4483 2.99223 .39290 Male(n:42) 19.4762 4.00754 .61838 S.D S.E

Statistical Inference

t=0.040 P>0.05 NotSignificant

6. Male(n:42) P>0.05 Female(n:58) Degreeoffreedom=n2 n=100 =1002=98 Df=98 INFERENCE: It is inferred from the table: 5.19 that there is no significant difference between the Gender of the respondents and Quality of the utensils in CustomerSatisfaction. Itisinferredfromthetablethatthereisnosignificantdifferencebetweenthe Gender of the respondents and Variety of the utensils in Customer Satisfaction. Itisinferredfromthetablethatthereisnosignificantdifferencebetweenthe GenderoftherespondentsandServiceinCustomerSatisfaction. It is inferred from the table that there is a significant difference between the GenderoftherespondentsandBrandinCustomerSatisfaction. It is inferred from the table:5.18 that there is no significant difference between the Gender of the respondents and Responsiveness in Customer Satisfaction. 106.5172 12.74754 1.67383 NotSignificant 104.3333 16.56424 2.55592 t=0.745

 Itisinferredfromthetablethatthereisnosignificantdifferencebetweenthe GenderoftherespondentsandPriceinCustomerSatisfaction. Itisinferredfromthetablethatthereisnosignificantdifferencebetweenthe GenderoftherespondentsandOverallinCustomerSatisfaction.

 TABLE5.20 tTESTBETWEENTHERESPONDENTSMARITALSTATUSANDVARIOUS DIMENSIONSOFCUSTOMERSATISFACTION

_ S.No CustomerSatisfaction X Qualityoftheutensils 1. Unmarried(n:60) Varietyoftheutensils 2. Married(n:40) 20.3500 2.56755 .40597 19.8000 3.40886 .44008 Married(n:40) 18.6500 3.51225 .55534 S.D S.E

Statistical Inference

t=1.633 P>0.05 NotSignificant t=2.559

 Unmarried(n:60) 3. Married(n:40) Unmarried(n:60) Brand 4. Married(n:40) Unmarried(n:60) 5. Married(n:40) Unmarried(n:60) 21.7500 3.74679 .59242 Responsiveness 10.7667 2.71447 .35044 12.4000 1.98456 .31379 13.6000 2.79952 .36142 15.2500 1.66024 .26251 Service 18.9333 2.80355 .36194

P<0.05 Significant

t=3.352 P<0.01 Significant

t=3.266 P<0.01 Significant t=0.251 P>0.05

21.5333 4.51538 .58293 NotSignificant

 Continued..

_ S.No CustomerSatisfaction X Price 5. Unmarried(n:60) Overall 6. Married(n:40) Unmarried(n:60) Degreeoffreedom=n2 n=100 =1002=98 Df=98 107.4000 12.16721 1.92380 19.7667 3.46100 .44681 Married(n:40) 19.0000 3.38927 .53589 S.D S.E

Statistical Inference

t=1.094 P>0.05 NotSignificant

t=1.018 P>0.05

104.4000 15.75146 2.03350 NotSignificant

 INFERENCE: It is inferred from the table: 5.20 that there is no significant difference between the Marital Status of the respondents and Quality of the utensils in CustomerSatisfaction. It is inferred from the table that there is a significant difference between the Marital Status of the respondents and Variety of the utensils in Customer Satisfaction. It is inferred from the table that there is a significant difference between the MaritalStatusoftherespondentsandServiceinCustomerSatisfaction. It is inferred from the table:5.20 that there is a significant difference between theMaritalStatusoftherespondentsandBrandinCustomerSatisfaction. Itisinferredfromthetablethatthereisnosignificantdifferencebetweenthe Marital Status of the respondents and Responsiveness in Customer Satisfaction. Itisinferredfromthetablethatthereisnosignificantdifferencebetweenthe MaritalStatusoftherespondentsandPriceinCustomerSatisfaction. Itisinferredfromthetablethatthereisnosignificantdifferencebetweenthe MaritalStatusoftherespondentsandOverallinCustomerSatisfaction.

 TABLE5.21 tTESTBETWEENTHERESPONDENTSTYPESOFFAMILYANDVARIOUS DIMENSIONSOFCUSTOMERSATISFACTION

_ S.No CustomerSatisfaction X S.D S.E

Statistical Inference

 Qualityoftheutensils 1. Nuclear(n:64) Varietyoftheutensils 2. Joint(n:36) P<0.05 Nuclear(n:64) 3. Joint(n:36) P>0.05 Nuclear(n:64) Brand 4. Joint(n:36) P>0.05 Nuclear(n:64) 5. Responsiveness Joint(n:36) 20.5000 3.33381 .55563 t=2.028 11.3125 2.79952 .34994 NotSignificant 11.6111 2.11495 .35249 t=0.556 14.4688 2.36354 .29544 NotSignificant 13.8889 2.80589 .46765 t=1.100 Service 19.9688 2.69608 .33701 Significant 18.6667 2.78773 .46462 t=2.290 20.1563 3.73834 .46729 Significant Joint(n:36) 17.8889 2.38780 .39797 t=3.278 P<0.01

 Nuclear(n:64) Continued.. 22.2500 4.52857 .56607

P<0.05 Significant

_ S.No CustomerSatisfaction X Price 5. Nuclear(n:64) Overall 6. Joint(n:36) 100.9444 10.92035 1.82006 20.0625 3.73688 .46711 Joint(n:36) 18.3889 2.53296 .42216 S.D S.E

Statistical Inference

t=2.393 P<0.05 Significant t=2.481 P<0.05

 Nuclear(n:64) Degreeoffreedom=n2 n=100 =1002=98 Df=98 INFERENCE: 108.2188 15.55070 1.94384

Significant

Itisinferredfromthetable:5.21thatthereisasignificantdifferencebetween theTypesoffamilyoftherespondentsandQualityoftheutensilsinCustomer Satisfaction. It is inferred from the table that there is a significant difference between the Types of family of the respondents and Variety of the utensils in Customer Satisfaction. Itisinferredfromthetablethatthereisnosignificantdifferencebetweenthe TypesoffamilyoftherespondentsandServiceinCustomerSatisfaction. It is inferred from the table:5.21 that there is no significant difference between the Types of family of the respondents and Brand in Customer Satisfaction. It is inferred from the table that there is a significant difference between the Types of family of the respondents and Responsiveness in Customer Satisfaction.

 It is inferred from the table that there is a significant difference between the TypesoffamilyoftherespondentsandPriceinCustomerSatisfaction. It is inferred from the table that there is a significant difference between the TypesoffamilyoftherespondentsandOverallinCustomerSatisfaction. TABLE5.22

 ONEWAYANALYSISOFVARIANCEAMONGTHEEDUCATIONALQUALIFICATIONOF THERESPONDENTSWITHREGARDTOCUSTOMERSATISFACTIONINVARIOUS DIMENSIONS Source S.NO X 1. 2. 3. BetweenGroups WithinGroups 2 .218 .109 .229 Service G1=1.7000 G2=1.6154 G3=1.7143 Varietyoftheutensils BetweenGroups WithinGroups 2 2.288 1.144 .232 G1=1.8000 G2=1.5385 G3=1.3571 Qualityoftheutensils BetweenGroups WithinGroups 2 2.614 1.307 .211 G1=1.9000 G2=1.6538 G3=1.4286 F=6.206 P<0.05 Significant F=4.921 P<0.05 Significant F=0.476 P>0.05 Not Significant Brand Df SS MS _ Inference Statistical

97 20.426

97 22.552

97 22.222

4.

 5.

BetweenGroups WithinGroups 2 2.614 1.307 .211

G1=1.9000 G2=1.6538 G3=1.4286

F=6.206 P<0.05 Significant

97 20.426

Responsiveness G1=1.6000 BetweenGroups WithinGroups 2 .491 .245 .251 G2=1.5769 G3=1.4286

F=0.977 P>0.05 Not Significant

97 24.349

Continued. Source S.NO X 6. 7. Overall Price 3.611 1.805 .220 G1=1.9000 G2=1.4231 G3=1.4286 Df SS MS _

Statistical Inference

F=8.202 P<0.01 Significant

BetweenGroups 2 WithinGroups

97 21.349

G1=1.8000

F=4.921

BetweenGroups 2 WithinGroups

2.288

1.144 .232

G2=1.5385 G3=1.3571

P<0.05 Significant

97 22.552

G1=UnderGraduate G2=PostGraduate G3=Others INFERENCE: Itisinferredfromthetable:5.22thatthereisasignificantdifferencevariance amongtheEducationalQualificationoftherespondentswithregardtoQuality oftheutensilsinCustomerSatisfaction. It is inferred from the table that there is a significant difference variance amongtheEducationalQualificationoftherespondentswithregardtoVariety oftheutensilsinCustomerSatisfaction. It is inferred from the table that there is no significant difference variance amongtheEducationalQualificationoftherespondentswithregardtoService inCustomerSatisfaction. It is inferred from the table:5.22 that there is a significant difference variance among the Educational Qualification of the respondents with regard to Brand inCustomerSatisfaction. It is inferred from the table that there is no significant difference variance among the Educational Qualification of the respondents with regard to ResponsivenessinCustomerSatisfaction.

It is inferred from the table that there is a significant difference variance among the Educational Qualification of the respondents with regard to Price inCustomerSatisfaction. It is inferred from the table that there is a significant difference variance amongtheEducationalQualificationoftherespondentswithregardtoOverall inCustomerSatisfaction.

 TABLE5.23 ONEWAYANALYSISOFVARIANCEAMONGTHEOCCUPATIONOFTHE RESPONDENTSWITHREGARDTOCUSTOMERSATISFACTIONINVARIOUS DIMENSIONS

Source S.NO X 1. 2. Qualityoftheutensils BetweenGroups WithinGroups Varietyoftheutensils 3 3.992 1.331 .198 G1=1.9167 G2=1.7143 G3=1.5000 G4=1.2500 Df SS MS _

Statistical Inference

F=6.707 P<0.001 Significant

96 19.048

BetweenGroups WithinGroups 3 1.692 .564 .241

G1=1.5833 G2=1.7143 G3=1.4000 G4=1.5000

F=2.340 P>0.05 Not Significant

96 23.148

3.

Service

G1=1.5833 BetweenGroups WithinGroups 3 1.778 .593 .215 G2=1.8571 G3=1.5500 G4=1.7500

F=2.754 P>0.05 Not Significant

96 20.662

4.

Brand

G1=1.5833 BetweenGroups WithinGroups 3 .892 .297 .231 G2=1.7857 G3=1.6000 G4=1.5000

F=1.289 P>0.05 Not Significant

96 22.148

5.

Responsiveness BetweenGroups WithinGroups 3 1.626 .542 .242

G1=1.5000 G2=1.7143 G3=1.5000 G4=1.2500

F=2.241 P>0.05 Not Significant

96 23.214

Continued.

 Source S.NO X 6. 7. BetweenGroups 3 WithinGroups 1.678 .559 BetweenGroups 3 WithinGroups Overall G1=1.6667 G2=1.6429 G3=1.4500 G4=1.2500 2.503 .834 Price G1=1.7500 G2=1.5714 G3=1.4000 G4=1.2500 Df SS MS _

Statistical Inference

F=3.566 P<0.05 Significant F=2.318 P>0.05 Not Significant

96 22.457 .234

96 23.162 .241

G1=PrivateEmployee G2=GovernmentEmployee G3=Business G4=Housewife INFERENCE: Itisinferredfromthetable:5.23thatthereisasignificantdifferencevariance among the Occupation of the respondents with regard to Quality of the utensilsinCustomerSatisfaction.

It is inferred from the table that there is no significant difference variance among the Occupation of the respondents with regard to Variety of the utensilsinCustomerSatisfaction. It is inferred from the table that there is no significant difference variance among the Occupation of the respondents with regard to Service in Customer Satisfaction. Itisinferredfromthetable:5.23thatthereisnosignificantdifferencevariance among the Occupation of the respondents with regard to Brand in Customer Satisfaction. It is inferred from the table that there is no significant difference variance among the Occupation of the respondents with regard to Responsiveness in CustomerSatisfaction. It is inferred from the table that there is a significant difference variance among the Occupation of the respondents with regard to Price in Customer Satisfaction. It is inferred from the table that there is no significant difference variance among the Occupation of the respondents with regard to Overall in Customer Satisfaction.

 TABLE5.24 ONEWAYANALYSISOFVARIANCEAMONGTHEREASONFORLOYALTYOFTHE RESPONDENTSWITHREGARDTOCUSTOMERSATISFACTIONINVARIOUS DIMENSIONS Source S.NO Df SS MS _ Inference Statistical

X 1. Qualityoftheutensils BetweenGroups WithinGroups 2 .255 .127 G1=1.7000 G2=1.6087 G3=1.5714 F=0.543 P>0.05 Not Significant G1=1.6500 BetweenGroups WithinGroups 2 1.007 .504 G2=1.4348 G3=1.5714 F=2.049 P>0.05 Not Significant G1=1.7000 BetweenGroups WithinGroups 2 1.021 .511 G2=1.5652 G3=1.8571 F=2.313 P>0.05 Not Significant G1=1.6000 BetweenGroups WithinGroups 2 .148 .074 G2=1.6522 G3=1.7143 F=0.314 P>0.05 Not Significant

97 22.785 .235

2.

Varietyoftheutensils

97 23.833 .246

3.

Service

97 21.419 .221

4.

Brand

97 22.892 .236

5.

Responsiveness

BetweenGroups WithinGroups 2 .033 .017

G1=1.5500 G2=1.5217 G3=1.5714

F=0.065 P>0.05 Not Significant

97 24.807 .256

Continued.

Statistical Source Df SS MS _ Inference X

S.NO

6.

Price

G1=1.5000 .053 .027 G2=1.5217 G3=1.5714

F=0.104 P>0.05 Not Significant G1=1.6500 .833 .417 G2=1.4783 G3=1.4286 F=1.683 P>0.05 Not Significant

BetweenGroups 2 WithinGroups

97 24.907 .257

7.

Overall

BetweenGroups 2 WithinGroups

97 24.007 .247

G1=Price

G2=Quality G3=Service INFERENCE: It is inferred from the table: 5.24 that there is no significant difference variance among the Loyalty of the respondents with regard to Quality of the utensilsinCustomerSatisfaction. It is inferred from the table that there is no significant difference variance amongtheLoyaltyoftherespondentswithregardtoVarietyoftheutensilsin CustomerSatisfaction. It is inferred from the table that there is no significant difference variance among the Loyalty of the respondents with regard to Service in Customer Satisfaction. Itisinferredfromthetable:5.24thatthereisnosignificantdifferencevariance among the Loyalty of the respondents with regard to Brand in Customer Satisfaction. It is inferred from the table that there is no significant difference variance among the Loyalty of the respondents with regard to Responsiveness in CustomerSatisfaction. It is inferred from the table that there is no significant difference variance among the Loyalty of the respondents with regard to Price in Customer Satisfaction. It is inferred from the table that there is no significant difference variance among the Loyalty of the respondents with regard to Overall in Customer Satisfaction.

ChapterVI FINDINGS&SUGGESTIONS
Inthischaptertheresearchergivesfindingsasfollows: 1. Findings based on Research Hypothesis. 2. Findings based on Socio-demographic characteristics. 3. Findings based on Dimension of Customer Satisfaction.

1. FINDINGS BASED ON RESEARCH HYPOTHESES NULLHYPOTHESISOFRESEARCHHYPOTHESIS1 There is no significant correlation between the respondents Age and Customer Satisfactioninvariousdimensions. STATISTICALTEST Karlpersonscorrelationtestwasappliedtotheabovehypothesis. FINDINGS

It was found that there is a significant correlation between the respondents Age andCustomerSatisfactioninvariousdimensions. Hencenullhypothesisisrejected.(TableNo:5.15). NULLHYPOTHESISOFRESEARCHHYPOTHESIS2 ThereisnosignificantdifferencebetweenMaritalStatusoftherespondentsand CustomerSatisfactioninvariousdimensions. STATISTICALTEST Studentttestwasappliedtotheabovehypothesis. FINDINGS It was found that there is a significant difference between Marital Status of the respondentsandCustomerSatisfactioninvariousdimensions. HenceNullHypothesisisrejected(TableNo:5.20). NULLHYPOTHESISOFRESEARCHHYPOTHESIS3 There is no significant difference between Gender of the respondents and CustomerSatisfactioninvariousdimensions.

STATISTICALTEST Studentttestwasappliedtotheabovehypothesis. FINDINGS It was found that there is a significant difference between Gender of the respondentsandCustomerSatisfactioninvariousdimensions. HenceNullHypothesisisrejected.(TableNo:5.19). NULLHYPOTHESISOFRESEARCHHYPOTHESIS4 There is no significant correlation between the respondents Family monthly incomeandCustomerSatisfactioninvariousdimensions. STATISTICALTEST KarlPearsonsCoefficientcorrelationtestwasappliedtotheabovehypothesis. FINDINGS

It was found that there is no significant correlation between the respondents Family monthly income and Customer Satisfaction in various dimensions. HenceNullHypothesisisaccepted.(TableNo:5.16). NULLHYPOTHESISOFRESEARCHHYPOTHESIS5 ThereisnosignificantvarianceamongtheEducationalQualificationwithregardto CustomerSatisfactioninvariousdimensions. STATISTICALTEST Anovatestwasappliedtotheabovehypothesis. FINDINGS It was found that there is a significant variance among the Educational QualificationwithregardtoCustomerSatisfactioninvariousdimensions. HenceNullHypothesisisrejected.(TableNo:5.22). NULLHYPOTHESISOFRESEARCHHYPOTHESIS6

There is no significant variance among the Occupation with regard to Customer Satisfactioninvariousdimensions. STATISTICALTEST Anovatestwasappliedtotheabovehypothesis. FINDINGS It was found that there is a significant variance among the Occupation of the respondentswithregardtoCustomerSatisfactioninvariousdimensions. HenceNullHypothesisisrejected.(TableNo:5.23). NULLHYPOTHESISOFRESEARCHHYPOTHESIS7 There is no significant difference between Type of Family of the respondents and CustomerSatisfactioninvariousdimensions. STATISTICALTEST Studentttestwasappliedtotheabovehypothesis. FINDINGS

It was found that there is a significant difference between Type of Family of the respondentsandCustomerSatisfactioninvariousdimensions. HenceNullHypothesisisrejected.(TableNo:5.21). NULLHYPOTHESISOFRESEARCHHYPOTHESIS8 ThereisnosignificantAssociationbetweentheDurationofbeingcustomerto BigBazaarandCustomerSatisfactioninvariousdimensions. STATISTICALTEST Chitestwasappliedtotheabovehypothesis. FINDINGS It was found that there is asignificant Association between theDuration of beingcustomertoBigBazaarandCustomerSatisfactioninvariousdimensions. HenceNullHypothesisisrejected.(TableNo:5.18). NULLHYPOTHESISOFRESEARCHHYPOTHESIS9 There is no significant variance among the Reason for Loyalty of the respondents withregardtoCustomerSatisfactioninvariousdimensions. STATISTICALTEST Anovatestwasappliedtotheabovehypothesis.

 FINDINGS It was found that there is no significant variance among the Reason for Loyalty of therespondentswithregardtoCustomerSatisfactioninvariousdimensions. HenceNullHypothesisisaccepted.(TableNo:5.24).

2. Findings based on Socio-demographic characteristics.

Nearly half of the respondents (i.e.) 44.0% are in the age of upto 25 years. More than half of the respondents (i.e.) 60.0% of the respondents are Unmarried. More than half of the respondents (i.e.) 58.0% of the respondents are Female. Nearly half of the respondents (i.e.) 42.0% have their monthly income from Rs.10001 to Rs.20000. More than half of the respondents (i.e.) 52.0% are Post Graduates. Nearly half of the respondents (i.e.) 40.0% are doing Business. Majority of the respondents (i.e.) 64.0% are Nuclear. Majority of the respondents (i.e.) 36.0% came to know about Big Bazaar through their friends. Nearly half of the respondents (i.e.) 44.0% are shopping once in a week. More than half of the respondents (i.e.) 60.0% are influenced shopping through advertisement.

 Majority of the respondents (i.e.) 62.0% the Advertisement reaches through Television. More than half of the respondents (i.e.) 55.0% of the respondents are being customer from 2 to 5 years. Nearly half of the respondents (i.e.) 46.0% loyal due to Quality.

 3. Findings based on Dimension of Customer Satisfaction

Majority of the respondents (i.e.) 64.0 % have high level of Quality of Utensils inCustomerSatisfaction. More than half of the respondents (i.e.) 54.0 % have high level of Varity of the Utensils in Customer Satisfaction. Majority of the respondents (i.e.) 66.0 % have high level of Service in CustomerSatisfaction. Majorityoftherespondents(i.e.)64.0%havehighlevelofBrandinCustomer Satisfaction. Morethanhalfoftherespondents54.0%havehighlevelofResponsivenessin CustomerSatisfaction. More than half of the respondents (i.e.) 52.0 % have high level of Price in CustomerSatisfactionrespectively. More than half of the respondents (i.e.) 54.0 % have high level of Overall dimensioninCustomerSatisfactionrespectively.

SUGGESTIONS

Bigbazaarshouldtakeseriousactionsonthecomplaintsofthebuyerssothat theyarefullysatisfied. Big Bazaar has enough lower and middle class customers. Hence, they can try toattractupperclasscustomers. Most of the customers are varieties and price conscious. So they have to concentrateonnewvarietieswithqualityandlessprices. HaveaseparateemailforCustomerServiceDesktoassistthecustomers. Encourage customers to send their complaints or suggestions via emails besidestelephonecallsanddirectcontact.

Cashiersmustbegivenadequatetrainingbeforethejobisentrustedtothem. They must be attentive while billing in order to avoid wrong billings, illegible printings,etc. Computerize the baggage counter and train the executives how to work on thesystem. Give a printed sheetto the executives at baggage counteraboutthe offerson specificproductsandupdateitfromtimetotime.

Make sure the gift packs are readily available before the offers are announced. Get the gift packs ready for at least 3 days earlier and never give a chance for outofstock.

 CONCLUSION
This project has helped in understanding the Customer satisfaction in Big Bazaar at Bangalore. This study deals with Home appliance products particularly the utensils in Big bazaar. The main purpose of the study is to measure the Quality of utensils, and Variety of utensils, price, Loyalty, Brand and Responsiveness dimension throughCustomersatisfactioninBigBazaarretailstore. Theoretically this study extends the knowledge body of Consumer loyalty, Relationship, price and customer satisfaction and their buying behavior by enriching theBigBazaarspreferencesinretailingsector. Retailers need to assess the levels of expectations associated with their store types. Ongoing education for store managers and sales associates related to the importance of consistent, highquality service to all customers should be

emphasized. Orientation programs for new employees should include information regardingthestoresstandardsofcustomerserviceandthestoresstandardsshould enable sales associates to offer good customer service. Additionally, store employees should strive to improve their overall levels of customer service in Big Bazaarsretailstores. Effective customer Relationship and loyal consumer skill development includes adaptive sealing techniques and emphasizes that the sales interaction should be adaptive based on the developing interaction rather than based on preconceived notionsaboutthecustomerthatarebasedonthecustomersappearance. It is understood from the study that the product price is not attractive. So, suitable remedial action has to be taken by Big Bazaar to attract more and more consumersregardingpriceaspect.
Finally , Iwould liketo saythatthe market position of TheBig Bazaar is good.But

the Big Bazaar has to do something extra to bring good image in the minds of consumers,Notonlyfornewcustomersbutalsoforoldconsumersalso. However according to the survey Customer satisfaction towards utensils are good. Big BazaarBangalore is performing well. The products of Big Bazaar are not fully reaching to all levels of thecustomersin Bangalore because of the competitors. Itwilltakesometimetoreachincustomermind.

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ASTUDYONCUSTOMERSATISFACTIONTOWARDSUTENSILSINBIGBAZAAR ATCOIMBATORE
DearSir/Madam, I wish to introduce myself as a MBA student who is undertaking a research on CustomerSatisfactiontowardsutensilsinBigBazaaratCoimbatore.Inthiscontext may I request you to kindly spare some time to answer this questionnaire. I look forward to your support and cooperation to enable me in the successful completion of my research. The information provided will be strictly applied to academic purposes.Pleasetickintheappropriateanswer. J.Arsananth PARTIDEMOGRAPHICPROFILE:

1. Name: 2. Age: 3. Maritalstatus:Married Unmarried

4. Gender:Male Female 5. Yourfamilymonthlyincome:

6. EducationalQualification:HSCUnderGraduationPostGraduation Others

7. Occupation:Pvt.EmployeeGovt.EmployeeBusiness HouseWife 8. FamilyType:JointNuclear 9. HowdidyouknowaboutBigbazaar? RecommendedbyfriendsThroughAdvertisementReductionOffer 10. How often do you shop? OnceinaweekFortnightlyOnceinamonth 11. Do advertisement and promotion influence your shopping decision? YesNo 12. Which form of advertisement do you think is most effective? Television RadioNewspaperBannersWallpaintings

WindowDisplay 13. For how long you have become a consumer to Big Bazaar? <2yrs2to5yrs5to10yrs>10years 14. Whatwasthereasonforyourloyalty? PriceQualityService PLEASETICKTHEAPPROPRIATEBOXTOINDICATEYOURDEGREEOFSATISFACTION.

Qualityoftheutensils
Q QUESTIONS NO Excellent Very Good Good Average Tobe improved

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Qualityofutensilsin Bigbazaar

16. Designoftheutensils 17. Copperbottom utensils 18. UtensilswithHeat proofhandle 19. Lifeoftheproducts VARIETYOFTHEUTENSILS Q QUESTIONS NO 20. VarietyofKitchenutilities availableinbigbazaar
Strongly agree

Agree Neutral Disagree Strongly disagree

Varietyofstorage& 21. containersutilitiesavailablein bigbazaar Varietyofcasseroles 22. availableinbigbazaar Varietyofserveware 23. availableinbigbazaar Varietyofpressurecookers 24.. availableinbigbazaar

SERVICE Q QUESTIONS NO 25. CreditCardservice 26. Packageofutensils 27. 28. BRAND Q QUESTIONS NO 29. BrandimageofBig bazaar. Brandawarenessof 30. Bigbazaar. BrandloyaltyofBig 31. bazaar. RESPONSIVENESS Q QUESTIONS NO 32. Employeesgiveusspecial attention Excellent Very Good Good Average Tobe improved Excellent Very Good Good Average Tobe improved Exchangeofutensilsif needed Parkingarea Excellent Very Good Good Average Tobe improved

33.

Employeesarepoliteand patient

34. Myrequestsarehandled promptly Employeesgivemegood 35. informationaccordingto myneeds. 36. Employeesknowledge speedupmyselection.

Theemployeeshave 37. enoughexpertinformation inUtensilsatBigbazaar

PRICE
Q QUESTIONS NO CostoftheUtensilsin 38. Bigbazaar 39. Comparingwith Competitors Discountofferedby 40. bigbazaar 41. ValuePricinginbig bazaar Overallsatisfactionof 42. price Excellent Very Good Good Average Tobe improved

*****Thankingyou*****