Project On retail marketing

7/29/2019 Project On retail marketing

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A

PROJECT REPORT

ON

RETAIL & SALES MANAGEMENT

SUBMITTED BY SUBMITTED TO

RAJKUMAR SINGH MRS. APRAJITA DASGUPTA

A 30101909065 SR. LECTURER

AMITY GLOBAL BUSINESS SCHOOL, NOIDA

AMITY UNIVERSITY


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RETAILING INTRODUCTION

Retail: consists of the sale of goods or merchandise from a fixed

location, such as a department store, boutique or kiosk, or by mail, in small orindividual lots for direct consumption by the purchaser. Retailing may include

subordinated services, such as delivery. Purchasers may be individuals or

businesses. In commerce, a "retailer" buys goods or products in large quantities

from manufacturers or importers, either directly or through a wholesaler, and then

sells smaller quantities to the end-user. Retail establishments are often called shops

or stores. Retailers are at the end of the supply chain. Manufacturing marketers see

the process of retailing as a necessary part of their overall distribution strategy. The

term "retailer" is also applied where a service provider services the needs of a largenumber of individuals, such as a public utility, like electric power.

Shops may be on residential streets, shopping streets with few or no houses or in

a shopping mall. Shopping streets may be for pedestrians only. Sometimes a

shopping street has a partial or full roofto protect customers from precipitation.

Online retailing, a type ofelectronic commerce used for business-to-

consumer (B2C) transactions and mail order, are forms of non-shop retailing.

Shopping generally refers to the act ofbuying products. Sometimes this is done to

obtain necessities such as food and clothing; sometimes it is done g (just looking,

not buying) and browsing and does not always result in a purchaas

a recreational activity. Recreational shopping often involves window shoppinse.

Types of Retail Outlets

A marketplace is a location where goods and services are exchanged. The traditional market

square is a city square where traders set up stalls and buyers browse the merchandise. This kind

of market is very old, and countless such markets are still in operation around the whole world.

In some parts of the world, the retail business is still dominated by small family-run stores, but

this market is increasingly being taken over by large retail chains.
http://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Boutiquehttp://en.wikipedia.org/wiki/Kioskhttp://en.wikipedia.org/wiki/Mailhttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Commercehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Importhttp://en.wikipedia.org/wiki/Wholesalehttp://en.wikipedia.org/wiki/End-userhttp://en.wikipedia.org/wiki/Supply_chainhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Public_utilityhttp://en.wikipedia.org/wiki/Electric_powerhttp://en.wikipedia.org/wiki/Shopping_mallhttp://en.wikipedia.org/wiki/Pedestrianhttp://en.wikipedia.org/wiki/Roofhttp://en.wikipedia.org/wiki/Precipitation_(meteorology)http://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Business-to-consumerhttp://en.wikipedia.org/wiki/Business-to-consumerhttp://en.wikipedia.org/wiki/Mail_orderhttp://en.wikipedia.org/wiki/Shoppinghttp://en.wikipedia.org/wiki/Tradehttp://en.wikipedia.org/wiki/Recreationhttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Market_squarehttp://en.wikipedia.org/wiki/Market_squarehttp://en.wikipedia.org/wiki/City_squarehttp://en.wikipedia.org/wiki/Retail_chainshttp://en.wikipedia.org/wiki/Retail_chainshttp://en.wikipedia.org/wiki/City_squarehttp://en.wikipedia.org/wiki/Market_squarehttp://en.wikipedia.org/wiki/Market_squarehttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Recreationhttp://en.wikipedia.org/wiki/Tradehttp://en.wikipedia.org/wiki/Shoppinghttp://en.wikipedia.org/wiki/Mail_orderhttp://en.wikipedia.org/wiki/Business-to-consumerhttp://en.wikipedia.org/wiki/Business-to-consumerhttp://en.wikipedia.org/wiki/Electronic_commercehttp://en.wikipedia.org/wiki/Precipitation_(meteorology)http://en.wikipedia.org/wiki/Roofhttp://en.wikipedia.org/wiki/Pedestrianhttp://en.wikipedia.org/wiki/Shopping_mallhttp://en.wikipedia.org/wiki/Electric_powerhttp://en.wikipedia.org/wiki/Public_utilityhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Supply_chainhttp://en.wikipedia.org/wiki/End-userhttp://en.wikipedia.org/wiki/Wholesalehttp://en.wikipedia.org/wiki/Importhttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Commercehttp://en.wikipedia.org/wiki/Consumption_(economics)http://en.wikipedia.org/wiki/Mailhttp://en.wikipedia.org/wiki/Kioskhttp://en.wikipedia.org/wiki/Boutiquehttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Sales


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Retail is usually classified by type of products as follows

Food products

Soft goods - clothing, apparel, and other fabrics.

Hard goods ("hardline retailers") - appliances, electronics, furniture, sporting goods, etc.

There are the following types of retailers by marketing strategy:

Supermarkets - sell mostly food products;

Department stores - very large stores offering a huge assortment of "soft" and "hard goods".

Discount stores - tend to offer a wide array of products and services, but they compete

mainly on price.

General merchandise store - a hybrid between a department store and discount store;

Warehouse store - low-cost, often high-quantity goods piled on pallets or steel

shelves; warehouse clubs charge a membership fee.

Variety store or "dollar store" - extremely low-cost goods, with limited selection.

Demographic - retailers that aim at one particular segment (e.g., high-end retailers focusing

on wealthy individuals).

Some stores take a no frills approach, while others are "mid-range" or "high end", depending on

what income level they target.

Other types of retail store include:

General store - a store which sells most goods needed, typically in a rural area.

Convenience store - a small store often with extended hours, stocking everyday or roadside

items.

Big-box stores encompass larger department, discount, general merchandise, and warehouse

stores.

Automated Retail stores are self service, robotic kiosks located in airports, malls and grocery

stores. The stores accept credit cards and are usually open 24/7. Examples

includeZoomShops and Redbox.
http://en.wikipedia.org/wiki/Supermarkethttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Discount_storehttp://en.wikipedia.org/wiki/General_merchandise_storehttp://en.wikipedia.org/wiki/Warehouse_storehttp://en.wikipedia.org/wiki/Warehouse_clubshttp://en.wikipedia.org/wiki/Variety_storehttp://en.wikipedia.org/wiki/No_frillshttp://en.wikipedia.org/wiki/General_storehttp://en.wikipedia.org/wiki/Convenience_storehttp://en.wikipedia.org/wiki/Big-box_storehttp://en.wikipedia.org/wiki/Automated_Retailhttp://en.wikipedia.org/wiki/ZoomShopshttp://en.wikipedia.org/wiki/Redboxhttp://en.wikipedia.org/wiki/Redboxhttp://en.wikipedia.org/wiki/ZoomShopshttp://en.wikipedia.org/wiki/Automated_Retailhttp://en.wikipedia.org/wiki/Big-box_storehttp://en.wikipedia.org/wiki/Convenience_storehttp://en.wikipedia.org/wiki/General_storehttp://en.wikipedia.org/wiki/No_frillshttp://en.wikipedia.org/wiki/Variety_storehttp://en.wikipedia.org/wiki/Warehouse_clubshttp://en.wikipedia.org/wiki/Warehouse_storehttp://en.wikipedia.org/wiki/General_merchandise_storehttp://en.wikipedia.org/wiki/Discount_storehttp://en.wikipedia.org/wiki/Department_storehttp://en.wikipedia.org/wiki/Supermarket


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COMPANY PROFILE

Big Bazar : is the chain of retail stores of the big banner Pantaloon Retail (India) Ltd., which in

turn is a segment of Kishore Biyani, regulated Future Group of Companies. Moreover the

customer friendly ambiance and the organized retailing of products also makes Big Bazar one of

the successful retail companies in India. The chain was inspired by Saravana Stores, a hugely

popular shop in Chennai which made huge profits by selling everything under the sun at prices

much less than other shops.

Big Bazar Overview: Big Bazar, a part of the Pantaloon Group, is a hypermarket offering a

huge array of goods of good quality for all at affordable prices. Big Bazar with over 50 outlets in

different parts of India, is present in both the metro cities as well as in the small towns. Big

Bazar has no doubt made a big name in the retail industry of india, moreover shopping here is

further made a memorable experience with the varied rates of discounts on products as well as

discount vouchers available in a variety of amounts, like INR 2000, INR 3000, INR 4000, INR5000 and INR 10000 on all Big Bazar products and accessories.

The variety of product range in Big Bazar: This large format store comprise of almost everything

required by people from different income groups. It varies from clothing and accessories for all

genders like men, women and children, playthings, stationary and toys, footwear, plastics, home

utility products,cosmetics, crockery,home textiles, luggage gift items, other novelties, and also

food products and grocery. The added advantage for the customers shopping in Big Bazar is that

there are all time discounts and promotional offers going on in the Big Bazar on its salable

products.

The significant features of Big Bazar: Shopping in the Big Bazar is a great experience as one can

find almost everything under the same roof. It has different features which caters all the needs of

the shoppers. Some of the significant features of Big Bazar are: The Food Bazar or the grocery

store with the department selling fruits and vegetables There is a zone specially meant for the

amusement of the kids. Furniture Bazar or a large section dealing with furnitures. Electronics

Bazar or the section concerned with electronic goods and cellular phones. [FutureBazaar.com] or

the online shopping portal which makes shopping easier as one can shop many products of Big

Bazar at the same price from home Well regulated customer care telecalling services


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The following are few of the sections at Big Bazar: 1. Books 2. Cameras 3. Computers &

Peripherals 4. Electronics 5. Gift Vouchers 6. Health and Fitness 7. Home & Kitchen 8. Jewelery

9. Memory & Storage 10. Mobiles & Phones 11. Movies & Videos 12. Watches 13. Womens

wear 14. Mens wear 15. Childrens wear 16. Others.

RETAIL INDUSTRY IN INDIA

Retail is Indias largest industry. It accounts for over 10 per cent of the India's GDP and around

eight per cent of the employment. Retail sector is one of India's fastest growing sectors with a 5

per cent compounded annual growth rate. India's huge middle class base and its untapped retailindustry are key attractions for global retail giants planning to enter newer markets. Driven by

changing lifestyles, strong income growth and favorable demographic patterns, Indian retail is

expected to grow 25 per cent annually. It is expected that retail in India could be worth US$ 175-

200 billion by 2016.

The organized retail industry in India had not evolved till the early 1990s. Until then, the

industry was dominated by the un-organized sector. It was a sellers market, with a limited

number of brands, and little choice available to customers. Lack of trained manpower, tax laws

and government regulations all discouraged the growth of organized retailing in India during that

period. Lack of consumer awareness and restrictions over entry of foreign players into the sectoralso contributed to the delay in the growth of organized retailing. Foundation for organized retail

in India was laid by Kishore Biyani of Pantaloon Retails India Limited (PRIL). Following

Pantaloon's successful venture a host of Indian business giants such as Reliance, Bharti, Birla

and others are now entering into retail sector.

A number of factors are driving India's retail market. These include: increase in the young

working population, hefty pay-packets, nuclear families in urban areas, increasing working-

women population, increase in disposable income and customer aspiration, increase in

expenditure for luxury items, and low share of organized retailing. India's retail boom is

manifested in sprawling shopping centers, multiplex- malls and huge complexes that offershopping, entertainment and food all under one roof.

But there is a flip side to the boom in the retail sector. It is feared that the entry of global

business giants into organized retail would make redundant the neighbourhood kiryana stores

resulting in dislocation in traditional economic structure. Also, the growth path for organized

retail in India is not hurdle free. The taxation system still favours small retail business. With the

intrinsic complexities of retailing such as rapid price changes, constant threat of product

obsolescence and low margins there is always a threat that the venture may turn out to be a loss

making one.


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A perfect business model for retail is still in evolutionary stage. Procurement is very vital cog in

the retail wheel. The retailer has to fight issues like fragmented sourcing, unpredictable

availability, unsorted food provisions and daily fluctuating prices as against consumer

expectations of round-the-year steady prices, sorted and cleaned food and fresh stock at alltimes.

Trained human resource for retail is another big challenge. The talent base is limited and with the

entry of big giants there is a cat fight among them to retain this talent. This has resulted in big

salary hikes at the level of upper and middle management and thereby eroding the profit margin

of the business. All the companies have laid out ambitious expansion plans for themselves and

they may be hampered due lack of requisite skill manpower.

But retail offers tremendous for the growth of Indian economy. If all the above challenges are

tackled prudently there is a great potential that retail may offer employment opportunities to

millions living in small town and cities and in the process distributing the benefits of economic

boom and resulting in equitable growth.

Top 10 Retailers in India

The Indian retail industry is valued at $270 billion, with organised retail cornering 4.5 %. Theorganized pie is expected to see a growth at a CAGR of 37 % (India Retail Report 2007)


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Top players:

1. Pantaloon Retail:

It is headquartered in Mumbai with 450 stores across the country employing more than 18,000

people. It can boast of launching the first hypermarket Big Bazaar in India in 2001. An all-Indiaretail space of 5 million sq. ft. which is expected to reach 30 mn by 2010. It is not only thelargest retailer in India with a turnover of over Rs. 20 billion but is present across most retailsegments - Food & grocery (Big bazaar, Food bazaar), Home solutions (Hometown, furniturebazaar, collection-i), consumer electronics (e-zone), shoes (shoe factory), Books: music & gifts(Depot), Health & Beauty care services (Star, Sitara andHealth village in the pipeline), e-tailing(Futurbazaar.com), entertainment (Bowling co.)

One of their recent innovations include e-commerce hybrid format of small shops , the area forthese stores will be 150 sq. ft. fitted with 40 digital screens. Customers will be encouraged tobrowse through the entire range of products on digital screen. They will be able to place the

order, the delivery of which will be arranged by the shop to their homes within a few hours.

2. K Raheja Group

They forayed into retail with Shoppers Stop, Indias first departmental store in 2001. It is theonly retailer from India to become a member of the prestigious Intercontinental Group ofDepartmental Stores (IGDS). They have signed a 50:50 joint venture with the Nuance Group forAirport Retailing. Shoppers Stop has 7, 52, 00 sq ft of retail space with a turnover of Rs 6.75billion.

The first Hypercity opened in Mumbai in 2006 with an area of 1, 20,000 sq. ft. clocking gross

sales of Rs. 1 bn in its first year.

Crossword brand of book stores, Homes stop a store for home solutions, Mothercare a conceptstocking merchandise related to childcare are also owned by them. Recently, Rahejas have

signed an MoU with the Home Retail Group of UK to enter into a franchise arrangement for theArgos formats of catalogue & internet retailing.

The group has announced plans to establish a network of 55 hypermarkets across India with salesexpected to cross the US$100 million mark by 2010.


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3. Tata group:

Established in 1998, Trent - one of the subsidiaries of Tata Group - operates Westside, a lifestyleretail chain and Star India Bazaar - a hypermarket with a large assortment of products at the

lowest prices. In 2005, it acquired Landmark, India's largest book and music retailer. Trent hasmore than 4 lakh sq. ft. space across the country. Westside registered a turnover of Rs 3.58 mn in2006.

Tatas has also formed a subsidiary named Infiniti retail which consists of Croma, a consumer

electronics chain. It is a 15000-17000 sq. ft. format with 8 stores as of September 2007.

Another subsidiary, Titan Industries, owns brands like Titan, the watch of India has 200

exclusive outlets the country and Tanishq, the jewellery brand, has 87 exclusive outlets. Theircombined turnover is Rs 6.55 billion.

Trent plans to open 27 more stores across its retail formats adding 1.5 mn sq ft of space in thenext 12 DLF malls.

4. RPG group:

One of the first entrants into organised food & grocery retail with Foodworld stores in 1996 andthen formed an alliance with Dairy farm International and launched health & glow (pharmacy &beauty care) outlets. Now the alliance has dissolved and RPG has Spencers Hyper, Super, Daily

and Express formats and Music World stores across the country.

RPG has 6 lakh sq. ft. of retail space and has registered a turnover of Rs 4.5 billion in 2006.

It is planning to venture into books retail, with the launch of its own bookstores Books andBeyond by the end of 2007. An IPO is also in the offering, with expansion to 450+MusicWorld, 50+ Spencer's hyper outlets covering 4 million sq. ft. by 2010.

5. Landmark group:

were launched in 1998 in India. Lifestyle is spread across six cities, covering 4.6 lakh sq. ft. witha turnover of Rs 3.5 billion in 2005. A new division named Lifestyle International has emergedfor their international brands business comprising Bossino, Kappa and Springfield in theirportfolio.

Their retail mix includes Home solutions (Home centre), fashion (lifestyle, landmarkInternational), value retailing (max retail), hypermarkets & supermarkets (Max), kidsentertainment (Funcity).

They plan to invest Rs. 300 crores in the next two years to expand on Max chain, and Rs 100crores on Citymax 3 star hotel chain. They have already instituted a separate company christenedCitymax Hotels (India).


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6. Piramal Group

In September 1999, Piramal Enterprises announced their arrival into retail with the launch ofthree retail concepts: India's first true shopping mall of international standards, called

Crossroads; a lifestyle department store named Piramyd Megastore; and a family entertainmentcentre known as Jammin. Piramyd Megastore and Jammin were anchor tenants for Crossroads(recently sold to Pantaloon for Rs 4 billion). In 2001, the group entered the business of food &grocery retail with the launch of TruMart supermarkets in Pune.

They have around 18 TruMart stores covering 1.90 lakh sq. ft. registering a turnover of Rs 37.6mn in 2005. Piraymd Megatsores contributes more than 70 % to their retail mix with a turnoverof Rs 112.8 mn. They plan to open 150 stores covering 75 mn sq ft of retail space in the next 5years.

7. Subhiksha

Subhiksha is a Chennai-based, decade old, no frills, food, grocery, pharma and telecom, discountretail chain. ICICI Venture Capital holds 24% in the equity capital of Subhiksha. It has morethan 500 stores across the country covering a retail space of more than 1 million sq ft with aregistered turnover of Rs 3.34 bn in 2006. It has a planned investment of Rs.300 crores to rampup its operations to 1200 stores by 2008.

New but potential BIG players

8. Bharti-Walmart

Their plans include US$ 7 bn investment in creating retail network in the country including 100hypermarkets and several hundred small stores. They have signed a 50:50 percent joint ventureagreement with Walmart. Wal-Mart will do the cash & carry while Bharti will do the front-end.

9. Reliance

Indias most ambitious retail plans are by reliance, with investments to the tune of Rs . 30,000 cr($ 6.67 bn) to set up multiple formats with expected sales of Rs 90,000 crores ($20 bn) by 2009-10.

There are already more than 300 Reliance Fresh stores and the first Reliance Mart Hypermart has

opened in Ahmedabad. The next ones are slated to open at Jamnagar, followed by marts in Delhi/ NCR, Hyderabad, Vijaywada, Pune and Ludhiana.

10. AV Birla Group

They have a strong presence in apparel retailing through Madura garments which is subsidiary ofAditya Birla Nuvo Ltd. They own brands like Louis Phillipe, Van Heusen, Allen Solly, PeterEngland, Trouser town.

In other segments of retail, AV Birla Group has announced investment plans of Rs 8000 - 9000crores in the first 3 years till 2010.


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The acquisition of Trinethra (food & grocery) chain in the south has moved their tally to 400stores in the country. Their More range of 15 supermarkets are slated to open at Nashik, Pune

and other tier II cities in Western India in 2007.

BIG BAZAAR AT NASIK

STORE LOCATION

Big Bazaar :) HYDERABADAddress : Maheshwari Parmeshwari Complex, KachigudaPincode : 500012State : Andhra PradeshPhone : 040 24618008


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Big Bazaar

Address : MPM Shopping mall,Abids

Pincode : 500012State : Andhra PradeshPhone : 040 - 6627 830/33


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Big Bazaar :AmeerpetAddress :MCH Number 8-3-949/1, GS 24, Old Gold Spot Building, Ameerpet, 500073

Pincode : 500073

State : Andhra PradeshPhone : 040 - 6627 830/33


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MERCHANDISE AT BIG BAZAAR, NASIK


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DATA ANALYSIS

1. This store has modern-looking equipment and fixtures.

Basis Percentage

Strongly disagree 3

Somewhat disagree 6

Neutral 3

Somewhat agree 24

Strongly agree 63

Interpretation: As per the concern about the above chart that more than 4/5 th part of the

respondent are strongly agree or somewhat agree that this store has modern looking equipment

and fixtures and approximately half of the one part are neutral or disagree about the fact that this

store has modern-looking equipment and fixtures.

0

10

20

30

40

50

60

70

Strongly

disagree

Somewhat

disagree

Neutral Somewhat

agree

Strongly

agree

Percentage

Percentage


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2. Materials associated with this stores service ( such as shopping bags, catalogs, or

statements ) are visually appealing.

Basis Percentage

Strongly disagree 0

Somewhat disagree 3

Neutral 33

Somewhat agree 39

Strongly agree 25

0

5

10

15

20

25

30

35

40

45

Strongly

disagree

Somewhat

disagree

Neutral Somewhat

agree

Strongly

agree

Percentage

Percentage


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Interpretation: This pie chart shows that more than 3/5 th part of the respondent are strongly

agree or somewhat agree that material associated with this stores service (such as shopping

bags, catalogs or statements) are visually appealing. And 2/5 th part of the respondents has

neutral or negative thought.

3. The store layout at this store makes it easy for customers to find what they need.

Basis Percentage

Strongly disagree 3

Somewhat disagree 6Neutral 9

Somewhat agree 50

Strongly agree 32

0

10

20

30

40

50

60

Strongly

disagree

Somewhat

disagree

Neutral Somewhat

agree

Strongly

agree

Percentage

Percentage


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Interpretation: This graph shows that maximum number of customers (more than 4/5 th ) are

satisfied with the store layout and they find out according to their need but there are very few

customers who are not satisfied with the store layout at this store.

4. The store layout at this store makes it easy for customers to move around the store.

Basis Percentage

Strongly disagree 3Somewhat disagree 9

Neutral 3

Somewhat agree 63

Strongly agree 22

3%9% 3%

63%

22%

Percentage

Strongly disagree Somewhat disagree Neutral Somewhat agree Strongly agree


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Interpretation: According to above pie chart this is clear that maximum number of customers

who find proper space in this store to move around but not so much. But some of them find that

the particular outlet has enough space to move around and they can find every product easily.

5. This store provides plenty of convenient parking for customers.

Basis Percentage


Neutral 9

Somewhat agree 21

Strongly agree 31

0

5

10

15

20

25

30

35

Strongly

disagree

Somewhat

disagree

Neutral Somewhat

agree

Strongly

agree

Percentage

Percentage


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Interpretation: This graph shows that more than there are maximum number of customers who

are satisfied with the fact that this store provides plenty of convenient parking for customers and

approximately half of the respondents has neutral and negative thinking about it.

6. Employees in this store has the knowledge to answer customers question.

Basis Percentage


Neutral 24

Somewhat agree 54

Strongly agree 10

0

10

20

30

40

50

60

Strongly

disagree

Somewhat

disagree

Neutral Somewhat

agree

Strongly

agree

Percentage

Percentage


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Interpretation: This graph shows that there are more than 60 % respondents who are agree that

employees in this store have knowledge to give answer to the customers questions. And about

1/3 rd of the respondents are disagree or has neutral thought.

7. The behavior of employees in this store instills confidence in customers.

Basis Percentage


Neutral 10

Somewhat agree 45

Strongly agree 30

0

5

10

15

20

25

30

35

40

45

50

Strongly

disagree

Somewhat

disagree

Neutral Somewhat

agree

Strongly

agree

Percentage

Percentage


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Interpretation: The graph shows that there are maximum numbers of customers who are happy

with the behavior of the employees of the store but not so much as sometimes the response of the

employees doesnt come according to their expectation. There are some customers who are

happy with the behavior of employees in the store.

8. Employees in the store give prompt service to the customers.

Basis Percentage

Strongly disagree 3


Somewhat agree 48

Strongly agree 34

0

10

20

30

40

50

60

Strongly

disagree

Somewhat

disagree

Neutral Somewhat

agree

Strongly

agree

Percentage

Percentage


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Interpretation: This graph shows that most of the customers are satisfied with the services

which are provided by the employees of this store immediately what they want but sometimes

they dont get the service on time due to the lack of availability of the products or some other

reasons. But many of the customers always gets the service on time according to their need.

9. This store gives customers individual attention.

Basis Percentage

Strongly disagree 12


Somewhat agree 36

Strongly agree 10

0

5

10

15

20

25

30

35

40

Strongly

disagree

Somewhat

disagree

Neutral Somewhat

agree

Strongly

agree

Percentage

Percentage


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Interpretation: This graph shows that the employees of the store give attention to the customers

individually and most of the customers are satisfied with the behavior and attention of the

employees of the store to, but sometimes it becomes impossible for employees to give attention

to every individual and some of the customers are not satisfied with the service delivered by theemployees. Thus one should give the customer the required attention.

10. The store offers high quality merchandise.

Basis Percentage


Neutral 6

Somewhat agree 30

Strongly agree 55

0%

9%

6%

30%55%

Percentage

Strongly disagree Somewhat disagree Neutral Somewhat agree Strongly agree


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Interpretation: The above pie chart shows that maximum number of customers are satisfied

with the merchandising of the particular store as they find every product of every brand offering

a high end quality merchandise. The effect of this merchandise had created a important impact

on the store efficiency.

11. This store accepts most major credit cards.

Basis PercentageStrongly disagree 3

Somewhat disagree 0

Neutral 24

Somewhat agree 10

Strongly agree 63


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Interpretation: This above graph shows that maximum number of customers use their credit

cards in this store for transaction to get the services. But there are some customers who dont use

credit cards, as they get the service in the store by cash so they have no knowledge or interest.

QUESTIONNAIRERespected Sir/Madam,

We are the student of Amity global business school, Noida doing a survey on customer services provided by big

bazaar, urban space, Nasik.

This questionnaire is a part of survey being conducted to understand the services provided by Big Bazaar to their

customers.

Name : Age :

Gender Male Female

0

10

20

30

40

50

60

70

Strongly

disagree

Somewhat

disagree

Neutral Somewhat

agree

Strongly

agree

Percentage

Percentage


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Marital status : Married Single

Strongly somewhat Neutral somewhat strongly

Disagree disagree agree agree

1. This store has modern-looking equipment __ __ __ __ __

and fixtures.

2.Materials associated with this stores service __ __ __ __ __

(such as shopping bags, catalogs, or statements )

are visually appealing.

3. The store layout at this store makes it easy for __ __ __ __ __

customers to find what they need.

4. The store layout at this store makes it easy for __ __ __ __ __

customers to move around the store.

5. This store provides plenty of convenient parking __ __ __ __ __

for customers.

6. Employees in this store has the knowledge to answer __ __ __ __ __

customers question.

7. The behavior of employees in this store instills __ __ __ __ __

Confidence in customers.

8. Employees in the store give prompt service to the __ __ __ __ __

customers.

9. This store gives customers individual attention. __ __ __ __ __

10. The store offers high quality merchandise. __ __ __ __ __

11. This store accepts most major credit cards. __ __ __ __ __

CONCLUSION

1. There are many customers who are satisfied with the modern-looking equipments and fixtures

but there are 1/4th

customers who are not much satisfied. There are many customers who agree

with the materials provided by outlet.

2. There are 2/4 thcustomers who dont find everything in the particular outlet always but more

than 1/4 th customers always find everything in the store.

3. There are many customers who find the proper space in the outlet to move and most of the

customers are satisfied with the parking facility.


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4. There are many customers who are satisfied with the answers of the employees regarding their

problems and there are not much satisfied with the behavior of employees.

5. There are maximum customers who are highly satisfied with their transaction in the store but

sometimes they find some faults. There are customers who agree that employees in the store give

prompt services but there are many customers who are not happy with the services provided by

the store.

6. There are many customers who find the individual attention of the employees but sometimes

they are not satisfied with the services and the behavior of the employees in the store.

7. There are maximum customers who are satisfied with the merchandising of the store and they

find every product of brand in each category and shelf according to their choices.

Project On retail marketing

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