1. ~ 1 ~
By
Arul Paul Raj F
Shreya Singh
Niraj Kumar Rai
Under the Guidance of
Mrs. Bianka Ray Chowdry
SCHOOL of INSPIRED LEADERSHIP
GURGAON

2. ~ 2 ~
CERTIFICATE
This is to certify that Mr. Arul Paul Raj F, Niraj Kumar Rai and Ms. Shreya
Singh have successfully completed the project titled “Customer delight and
its impact on business”, in Big Bazaar. It is an independent research work
done under my supervision during the year 2013. It is being submitted to the
School of Inspired Leadership for the award of the program completion
Certificate.
Signature of Project Guide Signature of Faculty
Guide
Designation Designation
Company Stamp Institute Stamp

3. ~ 3 ~
Acknowledgement
A Project usually falls short of its expectation unless guided by the right
person at the right time. Success of a project is an outcome of sincere
efforts, channeled in the right direction, efficient supervision and the most
valuable professional guidance. This project would not have been
completed without the direct and indirect help and guidance of such
luminaries. They provide me with the necessary recourses and atmosphere
conductive for healthy learning and training.
At the outset we would like to take this opportunity to acknowledge the
very thoughtful and patient guidance we have received from our project
guide Mrs. Bianka Ray Chowdry, without her critical evaluation and
suggestion at every stage of the project, this report could not have reached
its present form. In addition, we would like to acknowledge, Mr. Asis
Patnaik for permitting us to visit the Big Bazaar stores and has critically
evaluated each and every step in evolving this project report.
Lastly, we would like to thank all the employees and customers of BIG
BAZAAR and our colleagues who gave us fruitful information to complete
our project.

4. ~ 4 ~
TABLE OF CONTENTS
1. Brief company profile ……………………………………………….... 5
2. About the company …………………………………………………… 5
3. Innovations of big bazaar ……………………………………………. 7
4. Facilities offered by big bazaar …………………………………….. 7
5. Brand analysis …………………………………………………………. 8
6. Competitors …………………………………………………………….. 9
7. Organization culture analysis ……………………………………… 10
8. Swot analysis ………………………………………………………….. 11
9. Organization structure ………………………………………………. 11
10. Executive summary ………………………………………………12
11. List of variables ……………………………………………………13
12. Research methodology …………………………………………...15
13. Analysis & interpretation ………………………………………..17
14. Recommendations & way forward ……………………………..21
15. Bibliography ………………………………………………………..22
16. Appendix …………………………………………………………….23

5. ~ 5 ~
Brief Company Profile
Vision:
“To deliver Everything, Everywhere, Everytime to Every Indian Consumer in
the most profitable manner.”
“India’s transformation into the legendary ‘Sone ki Chidiya’ (golden
bird), taking wings once again to reach greater heights”
Mission:
 We share the vision and belief that our customers and stakeholders
shall be served only by creating and executing future scenarios in the
consumption space leading to economic development.
 We will be the trendsetters in evolving formats, creating retail reality,
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, cost – conscious and committed to quality in
whatever we do.
 We shall ensure that our positive attitude, sincerity, humility and
united determination shall be the driving force to make us successful.
About the company
Future Group is India’s leading business group that caters to the entire
Indian consumption space. Led by Mr. Kishore Biyani, the Future Group
operates through six verticals: operates through six verticals: Retail, Capital,
Brands, Space, Media and Logistics. As it focuses entity driving the growth of
the group’s value retail business, Future Group will continue to deliver more
value to its customers, supply partners, stakeholders and communities
across the country and shape the growth of modern retail in India.
Every day, Future group brings multiple products, opportunities and
services to millions of customers in India. Through over 15 million square feet
of retail space, it serves customers in 85 cities and 60 rural locations across
the country. Most of all, it help’s India shop, save and realize and aspirations
to live a better quality of life every day.
Future group understands the soul of Indian customers. As one of
India’s retail pioneers with multiple retail formats, it connects a diverse and
passionate community of Indian buyers, sellers and business. The collective
impact on business is staggering; around 220 million customers walk into the
stores each year and choose products and services supplied by over 30000

6. ~ 6 ~
small, medium and large entrepreneurs and manufacturers from across
India. And this number is set to grow.
Future group employs 35000 people directly from every section of our
society. It sources suppliers from enterprises across the country, creating
fresh employment, impacting livelihoods, empowering local communities and
fostering mutual growth.
Future group believes in the ‘Indian dream’ and have aligned its
business practices to large objective of being a premier catalyst in
India’s consumption-led growth story. Working towards this, future group are
ushering positive socio- economic change in communities to help the Indian
dream fly high and the ‘sone ki chidiya’ soar once again. This approach
remains embedded in future group ethos even as it rapidly expands its
footprints deeper into India.
BIG BAZAAR is a chain of hypermarket in India. Currently there are
120 stores across 70 cities and towns in India. Big Bazaar id designed as an
agglomeration of bazaar or Indian market with clusters offering a wide range
of merchandise including fashion and apparels, food products, general
merchandise, furniture, electronics, book, fast food, leisure and
entertainment section.
Brief History of the Big Bazaar:
Big bazaar was launched in September, 2001 with the opening of its
first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days.
Within a span of ten years, there are 120 Big Bazaar stores in 70 cities and
towns across India.
Big Bazaar was started by Kishore Biyani, the Group CEO and
Managing Director of Future Group. Though Big Bazaar was launched
purely as a fashion format including apparel, cosmetics, accessory and
general merchandise, over the years Big Bazaar has included a wide range of
products and service offering under their chain. The current formats include
Big Bazaar, Food bazaar, Electronic bazaar and Furniture bazaar. The stores
are customized to provide the feel of mandis and melas while offering the
modern retail feature like Quality, Choice and convenience. As the modern
Indian family’s favorite retail store, Big Bazaar is popularly known as the
“Indian Wal Mart”.
On successful completion of ten years in Indian retail industry, in 2011,
Big Bazaar has come up a new logo with new tag line ‘Naye India ka Bazaar’
replacing the earlier ones ‘Isse Sasta Aur Accha Kahin Nahin’

7. ~ 7 ~
Innovations of Big Bazaar
Wednesday Bazaar:
Big Bazaar introduced the Wednesday Bazaar concept and promoted it
as “Hafte Ka Sabse Sasta Din”. It was mainly to draw customers to the stores
on Wednesdays, when least number of customers is observed. According to
the chain, the aim of the concept is "to give homemakers the power to save
the most and even the stores in the city don a fresh look to make customers
feel that it is their day".
Sabse Sasta Din:
With a desire to achieve sales of Rs 26 Crore in a one single day, Big
Bazaar introduced the concept of "Sabse Sasta Din". The idea was to simply
create a day in a year that truly belonged to Big Bazaar. This was launched
on January 26, 2006 and the result was exceptional that police had to come
in to control the mammoth crowd. The concept was such a huge hit that the
offer was increased from one day to three days in 2009 (24 to 26 Jan) and to
five days in 2011 (22-26 Jan).
Maha Bachat:
Maha Bachat was started off in 2006 as a single day campaign with
attractive promotional offers across all Big Bazaar stores. Over the years it
has grown into a 6 days biannual campaign. It has attractive offers in all its
value formats such as Big Bazaar, Food Bazaar, Electronic Bazaar and
Furniture Bazaar - catering to the entire needs of a consumer.
The Great Exchange Offer:
On February 12, 2009 Big Bazaar launched "The Great Exchange
Offer", through with the customers can exchange their old goods in for Big
Bazaar coupons. Later, consumers can redeem these coupons for brand new
goods across the nation.
Facilities Offered By Big Bazaar
Online shopping:
Big bazaar has an official website FutureBazaar.com, which is one of the most
favorite sites among people of India for online shopping. Future bazaar is an
online business venture of Future group, which sells an assortment of
products such as fashion, which includes merchandise for men and women,
mobile handsets and electronics like home theatres, video cameras, digital
cameras, LCD TVs, kitchen appliances and many more.

8. ~ 8 ~
Discounts:
“Hfte ka sabse sasta din” was introduced by Big Bazaar, wherein extra
and special discounts were offered on Wednesday every week, to attract the
potential buyers into their store.
Core Values:
 Indianness: Confidence in ourselves.
 Leadership: To be a leader, both in thought and business.
 Respect & Humanity: To respect every individuals and be humble in
our conduct.
 Introspection: Leading to purposeful thinking.
 Openness: To be open and receptive to new ideas, knowledge and
information.
 Valuing and Nurturing Relationships: To build long term relationships.
 Simplicity & Positivity: Simplicity and Positivity in our thought,
business and work.
 Adaptability: To be flexible and universal laws of nature.
 Flow: To respect and understand the universal laws of nature.
Brand Analysis
Company:
Future Group’s businesses focus on developing and operating modern
retail brands and distribution networks for the consumption sector in India.
Built over more than two decades, the group’s flagship companies focus on
three distinct businesses – hypermarkets business operated by Future
Retail Limited, an integrated lifestyle fashion business operated by Future
Lifestyle Fashion Limited and an FMCG and food distribution business
operated by the Future Ventures Limited. Some of the other businesses
include telephony service under the brand T24, supply chain and logistics,
educational services, financial services.
Brand Values:
Future Group was founded on a simple idea: Rewrite rules, retain
values. Its tagline is “UDNA HAI.AAJ ABHI.” The company is committed to
being a catalyst of positive change in the communities, societies and
business sectors. They envision India’s transformation into the legendary
'Sone Ki Chidiya' (golden bird), taking wings once again to reach greater
heights.

9. ~ 9 ~
Customer:
According to Kishore Biyani's 3-C theory, Change and Confidence among
the entire population is leading to rise in consumption. Big Bazaar has
divided India into three segments:
1. India one: Consuming class which includes upper middle and lower
middle class (14% of India's population).
2. India two: Serving class which includes people like drivers, household
helps, office peons, liftmen, washer men, etc. (55% of India's
population) and
3. India three: Struggling class (remaining 31% of India's population).
While Big Bazaar is targeted at the population across India one and India
two segments, Aadhaar Wholesale is aimed at reaching the population in
India three segment. With this, Future Group emerged as a retail
destination for consumers across all classes in the Indian society.
Competitors
Spencer:
Spencer’s Retail Limited is a multi-format food-first retailer providing
a wide range of quality products to discerning young customers - well-
travelled citizens of the world, looking out for authentic flavors and
experiences in a fun-filled shopping environment. Its brand positioning –
Makes Fine Living Affordable – embodies this approach, delighting shoppers
with the best products and services that enable a fine living at reasonable
prices while providing them with a warm, friendly and knowledgeable retail
environment. They keep themselves out of the retail race saying, “We do not
want to be named as sabse sasta.”
Easy Day:
Easyday presently has 220 stores across 13 states. It is an equal joint
venture between Bharti and Walmart called Bharti Walmart Private Limited
started in 2007, with the intention of doing wholesale business, through
Best Price Modern Wholesale stores.Easyday has aggressive plans for
expansion and is aiming to have 332 stores by December 2013 and later
638 stores by December 2018.
It has stores in 3 formats i.e. the standard neighborhood stores are
called Easyday and have their presence in over 190 locations, the compact
hypermarkets are termed Easyday Market, which are mid-sized stores and
function in 22 marts; and large hypermarket style stores are named
Easyday Hyper, with just one store so far. Easyday has also partnered with
Moneygram International that provides customers the facility of money

10. ~ 10 ~
transfer at their stores. This facility was initially launched at 121 stores in
May 2011.
Reliance Retail:
With a vision to generate inclusive growth and prosperity for farmers,
vendor partners, small shopkeepers and consumers, Reliance Retail Limited
(RRL), a subsidiary of RIL, was set up to lead Reliance Group’s foray into
organized retail. Based on its core growth strategy of backward integration,
RRL has made rapid progress towards building an entire value chain
starting from the farmers to the end consumers. In-store initiatives, wider
product choice and value merchandising enabled the business to achieve
robust growth during this period. It has a total of 1,466 stores in India with
an area of approx. 9 million square feet.
Organization Culture Analysis
Big Bazaar is very young and energetic organization and they believe that
service is their core philosophy and people are the most important
resources.
The following activities are carried out by the Human Resource Department
in the concern with the management:
Training:
The retailing knowledge is developed in the employees through
training. The training period is usually of one month after the selection. The
employees are well trained in various fields which gives the scope for job
rotation. This prevents monotony and boredom of job.
Performance Appraisal:
The organization’s compensation philosophy is “Pay for performance,
Promote for potential”. The employees who have met or exceeded
performance standards are awarded bonuses. Big Bazaar employees also
enjoy post-retirement benefits including provident fund and gratuity. The
company also provides financial assistance in all cases where the employees
seek the company’s financial support like in medical emergency for
him/herself or their families.
Awards and Rewards:
Every month award is given to the best employee to recognize and
encourage their effort as the employee of the month. The best department is
also awarded. A gift voucher of Rs.1000/- is given to the best employee of
the month. The employee’s performance, sincerity, punctuality, etc. are the
few criteria that are considered for the “Best employee of the month” award.

11. ~ 11 ~
Retention Strategy:
The organization strives to foster a feeling of well-being in its
employees through care and respect. The company has several structured
processes including employee monitoring and grievance management
programs which are intended to facilitate a friendly and cohesive
organization culture. Offsite activities and various competitions and
matches are encouraged to improve inter personal relationships.
Week off:
Every employee gets a holiday for one day in a week called the “week
off”. Employees are empowered to adjust their holiday according to their
convenience in the case of emergency or according to their necessities.
Meetings:
Meetings for all the employees of the store are conducted every
Saturday morning and discussion are done on various aspects of the
organizational operations, employee problems, customer problems, etc.
SWOT ANALYSIS
1. Strengths
 Everyday low pricing
 Point of purchase
 Experience marketing team executive staff
 Emphasis on providing total customer satisfaction
 Variety of stuff under single roof
 Maintain good employee-employer relationship
2. Weakness
 Failing revenue/sq.ft
 Unable to meet store targets
 Unavailability of popular brands
3. Opportunities
 Population of country is growing where the scope of market is
kept on increasing for retail sector.
 Evolving consumer preference
 Organized retail presently nearly 5% in India. So it acts as a
great opportunities to the organization for its growth.

12. ~ 12 ~
4. Threats
 Competition from organized retail players which are in market
and are emerging.
 Competition from local retailers.
Organization Structure
It’s a part of framework in which the activities of the organization’s members
are coordinated. The four basic structural forms are the functional form,
divisional structure, matrix structure and network structure.

13. ~ 13 ~
Executive Summary
The project was carried out with an objective of knowing satisfaction
level of customer at Big Bazaar and do customers are aware about the
different types of products and Services and different offers provided at
Big Bazaar. The total sample size taken was one hundred and thirty five
(135) customers of NCR regions of Big Bazaar. The research shows that
the customer delight at Big Bazaar is satisfactory and so many
customers are not aware of the loyalty programs and services provided
by the Big Bazaar which are not provided by other Retail stores.
On the other hand we have also found that some of the customers of
Big Bazaar who are delighted with the working style of retail store, but
want a continuous updates about the new offers and other products of
Big Bazaar. So that they can be updated while seating at home. The
researcher used the methods of questionnaire, interview and
observation to know and understand the customer delight and its
impact on business.
Title of the project: “Customer delight and its impact on business”.
Project Objective:
Our main objective was to find out the relationship between customer
delight and its impact on the business profitability. By focusing on the level
of satisfaction obtained by the customers with respect to Big Bazaar we
could identify and understand the factors influencing the customer to select
a product. We have to analyze the expectations of the customer’s
perceptions in view of the verity of services provided by the Big Bazaar.
Through surveys we could Analyze customer’s requirements and provide the
products best suited to their needs. In this retail sector, to be successful
and competitive Big Bazaar has to provide quality materials and services at
the most competitive and self-pursuing rate to gain the favor of the
customers through which we could have an impact in the business.
Scope of the Project:
Retail stores of Big Bazaar:
1. Big Bazaar(Great India Palace, Noida)
2. Big Bazaar(Wazirpur, New Delhi)
3. Big Bazaar (Vasant Square Mall, Vasant Kunj)
4. Big Bazaar (Ambience Mall, Gurgaon)
5. Big Bazaar ( Inderlok, New Delhi)
6. Big Bazaar (Mayur Vihar, New Delhi)

14. ~ 14 ~
Customer delight:
We have defined customer delight based on the following parameters;
1. Product Range
2. Product Display
3. Product availability
4. Freshness of Fruits and Vegetables
5. Store ambience
6. Communication of offers
7. Relevance of offer to the customers
8. Easiness of exchange
9. Time to bill
10. Billing accuracy
11. Convenience of store location
12. Easiness in carrying the purchased goods to the parking
13. Product knowledge of staff
14. Staff engagement
15. Effectiveness of the loyalty program
16. Pricing
Variables to study:
We undertook an exploratory research to find out about the
independent variables. The following is a list of the independent variables
based on the marketing, human resource and business process
perspectives.
List of variables
Marketing:
1. Display (Shelf wise positioning, eye contact level positioning)
2. Quality (Vegetables, fruits and food products, etc.)
3. Variety and range (range available and brands within the range)
4. Discount and offers (varieties of offers)
5. Labelling and Proper placement (Placement of complementary
products)
6. Ambience of the shop
7. Adaptation of latest technology
8. Offer visibility
9. Price
10. Promotion
11. Location of the store
12. Hygiene factors
13. Customer Engagement
14. Segmentation (with respect to floors and visibility)

15. ~ 15 ~
Business Processes:
1. Billing
2. Inventory
3. Infrastructure Services (Wash Rooms, Parking, Food Stalls, Drinking
water, ATM, etc.)
4. Exchange Policies (Date, Time, Products, etc.)
5. Creativity (In all aspects)
Human Resources:
1. Employee Engagement
2. Trainings- Customer engagement & Brand awareness
3. Work force allocation
4. Proper attire (Dress Code)
5. Hospitality
Research Methodology
We have conducted the research in 2 phases:
1st phase:
Our project objective was clear but the factors were not known. Hence
it was an ambiguous problem. An explorative research was done to collect
the factors on which customer delight depends.
2nd phase:
In this phase we did a conclusive research. In the conclusive research
we did both descriptive and causal research to find about the factors which
Big Bazaar stores needed to work on to improve the customer delight.
Phase 1: Explorative research
Sampling method:
The sampling method that used was stratified sampling and in that
simple random sampling method. Stratified sampling was done to get a
sample from different areas of Delhi and NCR regions so that the entire
region is covered. We divided the whole NCR region into 6 strata’s or regions
which were told to visit:
1. Gurgaon
2. East Delhi
3. North Delhi
4. South Delhi
5. West Delhi
6. Noida

16. ~ 16 ~
Within these 6 regions we have identified different stores of Big Bazaar and
competitors which we have covered during the 1st phase.
Sample size:
We covered 5 Big Bazaar stores and 5 stores of competitors in this
phase. The Big Bazaar stores which we visited were:
1. Big Bazaar (Ambience Mall)
2. Food Bazaar (Select City Walk Saket)
3. Big Bazaar (Sahara Mall)
4. Big Bazaar (Netaji Subash Metro Station)
5. Big Bazaar (Sector 47, Gurgaon)
The stores of the competitors which we visited were:
1. Spencer’s (MGF Megacity Mall, Gurgaon)
2. Reliance Mart (Sector 29, Gurgaon)
3. Vishal Mega Mart (Pitampura)
4. Vijay Sales (Pitampura)
5. Spencer’s (Jharsa Road, Gurgaon)
Instruments:
Since our agenda was to collect the factors on which customer delight
depends we have identified 3 verticals which are people, process and
product parameters. We have used an unstructured, disguised and
participative observation technique to analyze the data.
Phase 2: Conclusive Research
Sampling method:
The sampling method that we used to select a Big Bazaar store was
stratified sampling and under which judgment sampling method was used
to select the particular store.
Stratified sampling was done to get a sample from different areas of
Delhi and the NCR region so that the entire region is covered and judgment
sampling was used in order to select the store which best represents the
population. We used random sampling method to conduct the surveys and
interviews.
Sample size:
We visited 6 Big Bazaar stores which were:
1. Big Bazaar(Great India Palace, Noida)
2. Big Bazaar(Wazirpur, New Delhi)
3. Big Bazaar (Vasant Square Mall, Vasant Kunj)

17. ~ 17 ~
4. Big Bazaar (Ambience Mall, Gurgaon)
5. Big Bazaar ( Inderlok, New Delhi)
6. Big Bazaar (Mayur Vihar, New Delhi)
Instruments:
We used 3 instruments to collect data that are:
1. Questionnaire- 135 customers
2. Interview -17 customers and employees
3. Observation - 6 stores
We have used the SPSS tool to analyze the data through chi-square and
significance level techniques.
SPSS:
SPSS (Statistical Package for the Social Sciences) is a computer
application that provides statistical analysis of data. It allows for in-depth
data access and preparation, analytical reporting, graphics and modelling.
Chi-Square:
Chi-square is a statistical test commonly used to compare observed
data with data we would expect to obtain according to a specific hypothesis.
Chi squared is a simple test that compare two groups.
Significance level:
The likelihood that, a result or relationship, is caused by something
other than mere random chance. Statistical hypothesis testing is,
traditionally employed to determine, if a result is statistically significant or
not. In general, a 5% or lower value is considered to be statistically
significant.
Analysis & Interpretation
Segmentation of different questions
Opinions Strongly
Disagree
Disagree Agree Strongly
Agree
Display
Products are well displayed 72.60%
Variety
Enough variety of products 75.40%
Availability of brands 45% 45%
Stock of advertised merchandise 77.8%

18. ~ 18 ~
Quality
Freshness of vegetables 62.70%
Offers
Effective communication of offers 69.60%
Suiting customer needs 69.60%
Low Prices compared to other retailers 58.50%
Exchange process
Ease of exchange process 65.90%
Billing process
Low waiting time for billing 44.40%
Accurate processing of orders 80%
Convenience of location and parking
Convenience of store location 64.40%
Convenience of carrying purchased goods
to the parking
57%
Loyalty program
Value addition because of the loyalty
program
75%
Preference of different
segment
Ranking
(Top)
Food 47%
Apparel 19.30%
General Merchandise 20.70%
Above Below
Overall ambience compared to
other stores
85.20%
Stock availability compared to
other retailers
70.40%
Exchange process compared to
other stores
66.70%
Billing process compared to
other stores
68.90%

19. ~ 19 ~
Comparison of Number of visits with the other factors
Factors Significant
Value
Freshness of vegetables .000
Store Location .000
The offers available suit my needs .017
The offers are well communicated .074
Brand .086
Loyalty Program Awareness .154
Advertised merchandise are in stock .184
Exchange Process .197
Order is always processed accurately .314
Waiting time for billing .375
Convenience in carrying the purchased
goods to parking
.572
Display .589
Value addition through Loyalty program .616
Knowledge level of staff .705
Store atmosphere .737
Customer Engagement .737
Variety of products .814
Price of products .857
Hence from the above table we can see that the number of visits has a high
dependency on the parameters:

20. ~ 20 ~
Comparison of Ticket size with the other factors
Factors Significant
Value
Knowledge level of staff .001
Exchange Process .009
Convenience in carrying the purchased
goods to parking
.050
Advertised merchandise are in stock .128
Freshness of vegetables .128
Variety of products .140
Order is always processed accurately .145
Waiting time for billing .173
The offers available suit my needs .213
Price of products .221
The offers are well communicated .407
Brand .434
Display .441
Loyalty Program Awareness .488
Customer Engagement .497
Store Location .581
Value addition through Loyalty Program .585
Store atmosphere .942
Analysis of Interview:
We conducted 17 interviews of customers and asked to rate the below
parameters on a scale of 1-5(1 being the lowest and 5 being the highest).
The below table shows the mean of the values obtained in the interviews on
the below parameters.
Parameters Mean value
Offers 3.25
Quality 3.4
Price 3.62
Range of products: 3.63
Knowledge of staff 3.96
Eagerness to help 3.96
Display 4.43
Meeting expectations (%) 77%

21. ~ 21 ~
Recommendations & Way Forward
For improving the number of visits:
 Make carrying goods to the parking more convenient
 Improve the freshness of the vegetables.
 Improve the offer mix which adds value
 Increase the number of brands.
 Make the exchange process easy and stress-free.
 Improve hygiene factors in the food section.
For improving ticket size:
 Reduce the waiting time for billing and speed up the entire check
out process.
 Increase the awareness of the loyalty program and emphasis on the
value addition it has in the customer shopping experience.
 Improve the knowledge level of staff on products.
 Communicate the offers effectively which makes an impact.
 Focus more on the Apparel and General merchandise segment to
improve customer perception of these segments.
 Improve the product display in terms of labeling and placements in
the apparel section.
 Improve the Work Force Allocation in the general merchandise
section.
Research Limitations:
 The study is only for the big bazaar confined to a particular location
and a very small sample of respondents. Hence the findings cannot
be treated as representative of the entire retail industry.
 Respondents may give biased answers for the required data. Some of
the respondents did not like to respond.
 Respondents tried to skip some of the statements by simply not
answering them. This was one of the most important limitation
faced, as it was difficult to analyze and come at a right conclusion.
Conclusion:
As most of the retail industries did market research before entering into
market, same thing was done by Big Bazaar on the basis of Location,
market, consumer perception. Big bazaar, a part of future group is a
hypermarket offering a huge array of goods with quality for all at affordable
prices. Big bazaar with over 140 outlets in different part of India is present
in both the metro cities as well as in small towns. Big bazaar can attract
more customers by different variety and assortments.

22. ~ 22 ~
They can improve customer delight by providing more brands, and by
reducing the billing time as they are the major factors which we have found
in our study. We can conclude that Big Bazaar is one of the major retail
industries in India. Working environment is good and also the various
facilities is provided to increase the customer services. There exist a healthy
& strong relationship between employees and managers. The employees
accept their responsibility wholeheartedly and perform the services in well
manner that satisfied the customers.
Bibliography:
1) The Essential Guide to Employee Engagement: Better Business
Performance through staff satisfaction By Sarah Cook 2.
2) http://www.custominsight.com/employee-engagement-survey/what-
is-employee-satisfaction.asp
3) http://www.forbes.com/sites/sylviavorhausersmith/2013/08/14/ho
w-the-best-places-to-work-are-nailing-employee-engagement/
4) http://www.engageforsuccess.org/wp-
content/uploads/2012/09/file52215.pdf
5) http://www.tcs.com/SiteCollectionDocuments/White%20Papers/Con
sulting-Whitepaper-Indian-Retail-Operations-Benchmarking-
Excellence-Survey-0113-1.pdf
6) Retailing & Merchandizing, Harvard Business Review

23. ~ 23 ~
Appendix
Customer delight survey
Q1) Age: less than 18 [ ] 19-25 [ ] 26-40 [ ] 40+ [ ]
Q2) Gender: Male [ ] Female [ ]
Q3) Occupation: Service [ ] Business [ ] Student [ ] Housewife [ ] Retired [ ]
Q4) How many times do you visit in a month: 0 [ ] 1-2 [ ] 3-5 [ ] >5 [ ]
Q5) Monthly Expenditure at Big Bazaar:<2000[ ] 2000-5000[ ] 5001-8000[ ] >8000[]
Q6) Do you have difficulty in finding the product you are looking for: Yes [ ] No [ ]
Opinions Strongly Disagree Agree Strongly
Disagree Agree
Q7a) I find enough variety of products [ ] [ ] [ ] [ ]
Q7b) The products are well displayed [ ] [ ] [ ] [ ]
Q7c) I always find the brand I am looking for [ ] [ ] [ ] [ ]
Q7d) Advertised merchandise are in stock [ ] [ ] [ ] [ ]
Q7e) Vegetables available in the store are fresh [ ] [ ] [ ] [ ]
Q7f) Store atmosphere & décor are appealing [ ] [ ] [ ] [ ]
Q7g) The offers are well communicated [ ] [ ] [ ] [ ]
Q7h) The offers available suit my needs [ ] [ ] [ ] [ ]
Q7i) The exchange process is hassle free [ ] [ ] [ ] [ ]
Q7j) I don’t have to wait for long for billing [ ] [ ] [ ] [ ]
Q7k) My order is always processed accurately [ ] [ ] [ ] [ ]
Q7l) The store location is convenient for me [ ] [ ] [ ] [ ]
Q7m) It is convenient for me to carry
purchased goods to the parking [ ] [ ] [ ] [ ]
Q7n) I find staff of the store engaging [ ] [ ] [ ] [ ]
Q7o) I find the staff at store well
knowledgeable about the product [ ] [ ] [ ] [ ]
Q7p) Are you aware about the loyalty program of this store: Yes [ ] No [ ]

24. ~ 24 ~
Q7q) If Yes, The loyalty program adds
value to my shopping experience [ ] [ ] [ ] [ ]
Q7r) I find Big Bazaar’s prices are low
compared to other retailers [ ] [ ] [ ] [ ]
Q8) Which segment do you like the most in Big Bazaar:
Sections: Ranking: (1 being the highest)
a) Food [1] [2] [3]
b) Apparel [1] [2] [3]
c) General Merchandise [1] [2] [3]
Q9) Position of Big Bazaar in terms of the below parameters compared with other
Retailers:
a) Service offered by our staff: above [ ] below [ ]
b) Processes:
Billing process above [ ] below [ ]
Stock availability: above [ ] below [ ]
Exchange process: above [ ] below [ ]
c) Product
Food section: above [ ] below [ ]
Apparel: above [ ] below [ ]
General Merchandise: above [ ] below [ ]
d) Overall Ambience: above [ ] below [ ]
Questionnaire
Customers:
1. How happy are our employees to serve you every day?
2. Was there good range of products?
3. How satisfied are you with the price that you pay for the products you
buy?
4. Was the customer service representative very courteous?
5. How do you rate the cleanliness and spacious atmosphere of Big
Bazaar? (1-5)
6. Are the products displayed reachable to you?
7. Does music makes you serene to shop?
8. Do you wait for a long time in the cash counters?
9. What is your convenient time of shopping?

25. ~ 25 ~
Employees:
1. Have you received recognition or praise for doing good work?
2. Does your supervisor, or someone at work, seem to care about you as
a person?
3. Is there someone at work who encourages your development?
4. At work, do your opinions seem to count?
5. Does the mission/purpose of your company make you feel your job is
important?
6. Are your associates (fellow employees) committed to doing quality
work?
7. Do you have a best friend at work?
8. In the last six months, has someone at work talked to you about your
Progress?
9. In the last year, have you had the opportunities at work to learn and
grow?