7/27/2019 Crm on Big Bazaar
1/89
7/27/2019 Crm on Big Bazaar
2/89
Improving Retail Sales Through Effective CRM
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIP
DEVELOPMENT
2ND MARCH,2013
CERTIFICATE
This is to certify that, the work embodied in the field survey report entitled BIG
BAZAAR (the retail industry) has been, carried out by ROHIT MOHOD under our
supervision for reports on for the degree of Master of Business Administration.
Dr. M.D.KAKADE
( PROGRAM DIRECTOR )
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
3/89
Improving Retail Sales Through Effective CRM
DECLARATION
I Rohit mohod confirm that this work submitted for assessment is my original work and is,
expressed in my own words. Any uses made within it of the works of other authors in any
form (e.g. ideas, equations,figures,text,tables) are properly acknowledged at the point of their
use. A full list of the references employed has been included. We also declare that this
project report has not been submitted anywhere in any form for the partial fulfilment of the
award of degree. We understand that our project report may be , made electronically to the
public.
Signature of the student
ROHIT MOHOD(19)
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
4/89
Improving Retail Sales Through Effective CRM
ACKNOWLEDGEMENT
We are thankful to Dr. Sachin S. Vernekar, Director , IMED,pune for providing all
the necessary requirements and for his moral support for this dissertation work as well during
the course of MBA. I am also thankful to, Program Director IMED, Pune for his honest
dedication towards our education and career and for being with us in various levels of
academic pursuits.
In this report, I was greatly assisted, inspired by my mentor and supervisor without
them, the completion of this project was almost impossible. With great reverence, I
acknowledge them for providing me an environment to involve as an independent researcher.
Their constant encouragement and affection gave me courage to tackle the failure days,
which is inevitable in a researchers life.
Our primary thanks goes to Dr. M D KAKADE for his deep commitment &
guidance. We are also grateful to Dr Kirti Gupta and all facultiesin for their support and
motivation throughout my project work. It is my pleasure to thank all the people who helped
to turn this project a success. I am also very thankful to ALL CLASSMATE and my
colleagues for their support.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
5/89
Improving Retail Sales Through Effective CRM
INDEX
S.NO. CONTENT PAGE NO.
1. Executive Summary 42. Introduction
2.1. Objectives
2.2. Hypotheses
2.3. Purpose
2.4. Methodology
2.5 Limitations
5-10
3. Company profile
3.1. Organisation chart
3.2 Board of directors
3.3 Company profile
3.4 Awards and recognitions
3.5 Literature of overview
11-18
4. Theoretical aspects of the survey 19-33
5. Analysis and interpretation of data 34-35
6. Findings,suggestions and conclusions 36
7. Bibliography 37-38
8. Annexure 39-45
9.Remarks
46-50
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
6/89
Improving Retail Sales Through Effective CRM
Chapter 1
INTRODUCTION OF THE SURVEY
1.1 EXECUTIVE SUMMARY
1.2 INTRODUCTION OF THE STUDY
1.3 OBJECTIVES OF THE STUDY
1.4 HYPOTHESS
1.5 PURPOSE OF STUDY
1.6 METHODOLOGY
1.7 SCOPE OF THE STUDY
1.8 LIMITATIONS OF THE STUDY
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
7/89
Improving Retail Sales Through Effective CRM
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
8/89
Improving Retail Sales Through Effective CRM
1.1 EXECUTIVE SUMMARY
The project undertaken at Big Bazaar, Belgaum is about
studying the relationship between consumers. The entitled
ROLE OF CRM INCREASING RETAIL SALES.
Customer Relationship Management is the important task for
most of the entrepreneurs for their business purpose towards
customer. Now the entrepreneurs activity have come from
product centric to customers centric.
There are three main elements to customer when aligning
Retailer towards a customer relationship format. The first is todo with retention. Image that you were newer to gain another
new customer, this would probably be horrifying thought for
most businesses, but when you considered it carefully you
would realise that if you just kept the customers that you have
than would probably be able to grow and prosper in much the
same way as now. There are course exceptions. Most
businesses only get a small percentage of the share of each of
their customers. This Leaky bucket effect is not only expensive;
it is also reasonably unmotivating for the staff who have to
serve these customers.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
9/89
Improving Retail Sales Through Effective CRM
The Second element is to develop customer potential: turning
that one off infrequent casual customer into a higher spending,
more frequent referring advocate.
Third element of customer relationship management and
perhaps the most controversial one is de-selection of customer.
If a organization were to put more of its efforts into its existing
customer it would make sense that it did this with customers
that had the greatest potential. . This means that at some
point, it has to start to lose those customers that are not ones
that offer long-term future value. This might be because of
transaction spend, the value of a customer or the cost of
transacting or dealing with that customers.
OBJEVTIVES
1. Analyze the change in customer expectation.
2. To develop customer relationship strategy.
3. Increase in customer partnering (win-win combination).
4. To retain profitable customer
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
10/89
Improving Retail Sales Through Effective CRM
The objective of the study was to understand the
functioning of Big Bazaar and making people aware of the
concept of improving sales.
The project involved surveying the users in the domestic
market, the target segment was of the present customers their
views and perception towards this stores. The survey was
conducted through a questionnaire, which was exhaustive
enough to collect all the related information required for studypurpose.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
11/89
Improving Retail Sales Through Effective CRM
1.2 INTRODUCTION OF THE STUDY
ROLE OF CUSTOMER RELATIONSHIP MANAGEMENT
IN INCREASING RETIL SALES
Customer Relationship Management is business philosophy and
set of strategy, programs and systems that focuses on
identifying building loyalty with the retailers most valued
customer. CRM is based on the philosophy that retailers can
increase their profitability by building relationship with their
better customers.
Customer Relationship Management is the important task for
most of the entrepreneurs for their business purpose towards
customer. Now the entrepreneurs activity have come from
product centric to customers centric.
The satisfaction of the customer not only by the quality of the
product but also by quality of the services rendered to the
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
12/89
Improving Retail Sales Through Effective CRM
customers has retained the value of the companies among
them.
It the companies try to retain the values of customers such
process will lead them as a customer centric one. Also creating
a belief, image, loyalty, honesty and the trust among the
customers are the important task of an origination.
CRM means Acquiring, Developing and retaining satisfied
royal customer, achieving profitable growth and creating
economic value in companys brand.
EMERGING CONCEPTS IN CRM
Increase in customer partnering
Expansion of customer base
Reduction in advertisement and others sales promotion
expenses
Generating of more and more loyal customers
Easy introduction of new products
Reduction in customer recruitment cost
Increase in customer partnering
Increase in the number of profitable
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
13/89
Improving Retail Sales Through Effective CRM
1.3 OBJECTIVES
1. Analyze the change in customer expectation.
2. To develop customer relationship strategy.
3. Increase in customer partnering (win-win combination).
4. To retain profitable customer.
1.4 HYPOTHESES
Using Customer Relationship Management strategy will
improve Retail Sales.
1. 5 PURPOSE OF THE STUDY
As observed in Big Bazaar, most of the sales
persons do not develop an emotional relationship with
customer. The shopping area do not even display sing
boards and other informations in local language and
traditions. Therefore the purpose of study is to bring the
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
14/89
7/27/2019 Crm on Big Bazaar
15/89
Improving Retail Sales Through Effective CRM
3.Sample:Sampling is the process of identifying a part of the
population in such a way that the characteristics of the
Population and the characteristics of that part matches. The
part of the population is called as sample. Selection of the
sample depends on the factors like money, time and humanresources required collecting the data. In this research the
sample size will be 110. This sample will be selected on the
basis of stratified sampling. That is, some number of
respondents is selected from particular class of profession and
some other respondents would be selected form the other class
of profession.
4. Drawing Conclusion:
Conclusions are drawn from the sampling
process by using combined mean and other statistical tolls like
hypothesis etc. Statistics without any graphs are not effective
and hence each question of the questionnaire is represented in
appropriate graphs.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
16/89
Improving Retail Sales Through Effective CRM
1. 7 SCOPE OF THE STUDY
The scope of the study includes the information collected
from sample respondents.
It is confined to only existing customers of Big Bazaar.
The study is done only in Belgaum city.
The scope includes consumer expectation and their
satisfaction level there by assisting in finding the gap
between expectation and satisfaction and suggestions to
bridge the gap
1. 8 LIMITATIONS OF THE STUDY
The study was confined to Belgaum city only.
The sample size was limited to 110.
The study was conducted for a period of four months.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
17/89
Improving Retail Sales Through Effective CRM
Chapter 2
COMPANY PROFILE
2.1 ORGANISATION CHART
2.2 BORD OF DIRECTORS
2.3 CAMPANY PROFILE
2.4 AWARDS AND RECOGNITIONS
2.5 LITERATURE OF OVERVIEW
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
18/89
Improving Retail Sales Through Effective CRM
2.1 ORGANISATION CHART
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
19/89
Improving Retail Sales Through Effective CRM
2.2 BORD OF DIRECTORS
Mr. Kishor Biyani, Managing Director
Mr. Gopikishan Biyani, Wholetime Director
Mr. Rakesh Biyani, Wholetime Director
Mr. Ved Prakash Arya, Director
Mr. Shailesh Haribakti,Independent Director
Mr. S Doreswamy, Independent Director
Dr. D O Koahy, Independent Director
Ms. Anju Poddar, Independent Director
Ms. Bala Deshpande, Independent Director
Mr. Anil Harish, Independent Director
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
20/89
Improving Retail Sales Through Effective CRM
2.3 COMPANY PROFILE
There are also several best practice organizations from which
Indian retailers can pick relevant lessons and tailor them to suit
local requirements. Organizations that experiment and
innovate across different aspects will be the ones that emerge
as winners.
Presently there are 10 retail companies are in the country.
There is only one company BIG BAZAR which is discount
sector and the rest 9 are the not discount related sector.
(Sources from: Retail Sector in India FDI in India Retail, Retail
Industry in India, Retail Market India.htm)
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
21/89
Improving Retail Sales Through Effective CRM
2.3.1 Big Bazaar
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 Indian
customers. Your shopping experience. 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 to complete.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
22/89
Improving Retail Sales Through Effective CRM
Pantaloon Retail (India) Limited
Pantaloon Retail is the flagship enterprise of the Future Group.
Pantaloon Retail (India) Limited has spread across various businesses
and cities in India. Pantaloon owns multiple retail formats and is able to
cater to a large section of the society. The company has over 140
stores across 32 cities in India and 14000 employees. Theheadquarters of the company are situated at Mumbai.
The organization made an incursion into the modern retail (fashion) in
1997. Big Bazaar, a hypermarket chain, was introduced in the year
2001, with an Indian touch of convenience and hygiene. Food Bazaar,
food and grocery chain, and Central Mall located at various Metros are
other important parts of the group.
Others include Collection (home improvement products), E-zone
(consumer electronics), Depot (books, music, stationery and gifts), Blue
Sky (fashion accessories) and Shoe Factory (footwear). The company has
also launched a retailing venture known as futurebazaar.com. The vision
of Future group is to "Deliver Everything, Everywhere, Every time to
Every Indian Consumer in the most profitable manner."
National Retail Federation gave Pantaloon the 'International Retailer of
the Year' Award.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
23/89
Improving Retail Sales Through Effective CRM
2.3.2 Vision
Future Group shall deliver Everything, Everywhere, Every time
for Every Indian Consumer in the most profitable manner.
2.3.3 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 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, 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.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
24/89
Improving Retail Sales Through Effective CRM
2.3.4 Core values
Confidence in ourselves. A leader, both in thought and
business. Humility: to respect every individual and be humble
in our conduct. Leading to purposeful thinking. open and
receptive to new ideas, knowledge and information. Nurturing
Relationships: to build long term relationships. Positivity:
Simplicity and positivity in our thought, business and action.Flexible and adaptable, to meet challenges.
a) DISTRIBUTION
Big Bazaar Pvt Ltd has one of the largest supply chains in
India, having more than 700 outlet in cities and towns in India,
it started and spread its network in all over in India. In March
2002 Big Bazaar wants open its 700 outlets. The company buys
all the FMCG, Pharmacy direct from manufacturing unit.
Vegitable from form fresh.
b) PRODUCTS
Big Bazaar is having four sectors i.e. FMCG, Groceries,
Vegetable & Pharmacy. Here they give up to 10% on FMCG &
Groceries. For vegetables they give the below the market the
price & in pharmacy they give exactly 10% discount.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
25/89
Improving Retail Sales Through Effective CRM
c) Details:
1. FMCG: Big Bazaar buys all the products from the
manufacturing unit. Because of that only they are able to give
discount on each and every product.
2.Groceries: On Groceries all they give discounts.
3. Pharmacy: In Pharmacy also they will give discount. They
mainly concentrated on long term diseases.
4. Vegetables: They sell the vegetables below the market
price.
5. Telecom: They have newly started the Telecom sector in
which they will kind of mobiles are offer price.
2.3.5 INTRODUCTION
Marketing is typically seen as the task of creating, promoting
and delivery of goods and services to customer and business.
Infact marketing people are involved in marketing of ten types
of entities; they are Goods, Services, Experience, Events,
Persons, Places, Priorities, Organization, Information and Ideas.
The customer plays a vital role in the marketing process. The
manufacturers produce goods according to the customer
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
26/89
Improving Retail Sales Through Effective CRM
expectations. Customer satisfaction is also one of the main
parts of marketing process. The customer while purchasing
goods/service should see that he is getting satisfied with
goods/service which he is purchased and now a days many
companies are giving more importance to CRM (Customer
Relationship Management) and TCS (Total Customer
Satisfaction). When the customer is not satisfied he start
switching to another brand and when the customer is highly
satisfied or delighted he will be continuing with the same
product.
Satisfaction can defined as fulfilling the demand for same time
period. The customer expectations are too high and they need
some additional benefits with it. The producer/manufacturer
should know how to retain customer by giving continuous
service and on time i.e. to overcome competition. The total
customer satisfaction plays a key role in success or
unsuccessful of product in the market.
To satisfy the present and prospective customer the marketershould know customer attitude and perception towards product
or service as they are mid point of marketing action.
2.3.6 Pantaloon Retail (India) Limited
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
27/89
Improving Retail Sales Through Effective CRM
Pantaloon Retail is the flagship enterprise of the Future Group.
Pantaloon Retail (India) Limited has spread across various
businesses and cities in India. Pantaloon owns multiple retail
formats and is able to cater to a large section of the society.
The company has over 140 stores across 32 cities in India and
14000 employees. The headquarters of the company are
situated at Mumbai.
The organization made an incursion into the modern retail
(fashion) in 1997. Big Bazaar, a hypermarket chain, was
introduced in the year 2001, with an Indian touch of
convenience and hygiene. Food Bazaar, food and grocery
chain, and Central Mall located at various Metros are other
important parts of the group.
Pantaloon Retail (India) Limited, is Indias leading retailer that
operates multiple retail formats in both the value and lifestyle
segment of the Indian consumer market.
Headquartered in Mumbai (Bombay), the company operates
over 5 million square feet of retail space, has over 450 storesacross 40 cities in India and employs over 18,000 people.
The companys leading formats include Pantaloons, a chain of
fashion outlets, Big Bazaar, a uniquely Indian hypermarket
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
28/89
Improving Retail Sales Through Effective CRM
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, Fashion Station, all, Top 10,
mBazaar and Star and Sitar. The company also operates
an online portal, futurebazaar.com.
A subsidiary company, Home Solutions Retail (India) Limited,
operates Home Town, a large-format home solutions store,
Collection i.e., selling home furniture products and E-Zone
focused on catering to the consumer electronics segment.
Pantaloon Retail was recently awarded the International
Retailer of the Year 2007 by the US-based National Retail
Federation (NRF) and the Emerging Market Retailer of the Year
2007 at the World Retail Congress held Barcelona.
No power on earth can stop an idea whose time has come Dr
Man Mohan Singh, then Finance Minister of India, quoted Victor
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
29/89
Improving Retail Sales Through Effective CRM
Hugo while presenting the Union Budget 1994-95, making a
reference to the Indian economy's unlimited potential.
If Dr Singh were to use the quote again today, he would
probably apply it in the context of the promise contained in the
Indian retail industry and, in particular, organized retail in India
in the days to come. Retailing in India is currently estimated to
be a US$ 200 billion industry, of which organized retailing
makes up 3 percent or US$ 6.4 billion. By 2010, organized
retail is projected to reach US$ 23 billion.
Indian retailing set to double in the next three years, with the
emergence of more national retail chains .The optimism about
Indian retail is corroborated by the KPMG in India 2008-09
Retail Survey. More than 70 percent of our survey respondents
expect to grow in excess of 40 percent per annum in the next
three years. Going by the growth plans of the retailers we met,
modern retailing is expected to double in terms of the number
of outlets and amount of retail space in the next three years,
with the emergence of more national retail chains.
Modern retailing action is in urban areas but India is
witnessing experiments to tap rural retail potential. A majority
of our survey respondents felt that the opportunity for modern
retailing is in the urban areas.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
30/89
Improving Retail Sales Through Effective CRM
2.4 AWARDS AND RECOGNITIONS
Images Retail Awards
National Retail Federation Awards
World Retail Congress Awards
Hewitt Best Employers 2007
PC World Indian Website Awards
Readers Digest Trusted Brands Platinum Awards
2.5 LITERATURE OF OVERVIEW
2.5.1 Beginnings of Retail Trade
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
31/89
Improving Retail Sales Through Effective CRM
Early Trade: - When man started to cultivate and harvest the
land, he would occasionally find himself with a surplus of
goods. Once the needs of his family and local community were
met, he would attempt to trade his goods for different goods
produced elsewhere.
Thus markets were formed. These early efforts to swap
goods developed into more formal gatherings. When a
producer who had a surplus could not find another producerwith suitable products to swap, he may have allowed others to
owe him goods. Thus early credit terms would have been
developed. This would have led to symbolic representations of
such debts in the form of valuable items (such as gemstones or
beads), and eventually money.
Early Markets: - Over time, producers would have seen value in
deliberately over-producing in order to profit from selling these
goods. Merchants would also have begun to appear. They
would travel from village to village, purchasing these goods
and selling them for a profit.
Over time, both producers and merchants would regularly take
their goods to one selling place in the centre of the community.
Thus, regular markets appeared.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
http://www.aboutretail.net/the_supply_chain/producer.htmhttp://www.aboutretail.net/the_supply_chain/producer.htmhttp://www.aboutretail.net/the_supply_chain/producer.htmhttp://www.aboutretail.net/the_supply_chain/producer.htmhttp://www.aboutretail.net/the_supply_chain/producer.htmhttp://www.aboutretail.net/the_supply_chain/producer.htmhttp://www.aboutretail.net/the_supply_chain/producer.htmhttp://www.aboutretail.net/the_supply_chain/producer.htm7/27/2019 Crm on Big Bazaar
32/89
Improving Retail Sales Through Effective CRM
The First Shops: - Eventually, markets would become permanent
fixtures i.e. shops. These shops along with the logistics
required to get the goods to them were, the start of the Retail
Trade.
Opportunities are there for taking are the retailers
prepared?
In such a scenario of rapid growth, the preparedness of Indian
retailers in terms of having appropriate formats, scalableprocesses, appropriate technology and relevant organization
capability will be crucial to success. The survey explored these
aspects.
Can Indian retailers learn from international experience
and leapfrog to the most successful formats used
abroad?
The survey respondents felt that it may be difficult to
transplant a successful international format directly and expect
a similar performance in India. Local conditions and insights
into local buying behavior have to shape the format choice.
The lessons learned from multinationals expanding to new
geographies also point to this. India would see experimentation
by retailers to identify the winning format suited to different
geographies and segments implying multiple formats by
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
http://www.aboutretail.net/types_of_retail_outlet/single_independent_non-franchised_store.htmhttp://www.aboutretail.net/types_of_retail_outlet/single_independent_non-franchised_store.htmhttp://www.aboutretail.net/types_of_retail_outlet/single_independent_non-franchised_store.htmhttp://www.aboutretail.net/types_of_retail_outlet/single_independent_non-franchised_store.htmhttp://www.aboutretail.net/types_of_retail_outlet/single_independent_non-franchised_store.htmhttp://www.aboutretail.net/types_of_retail_outlet/single_independent_non-franchised_store.htmhttp://www.aboutretail.net/types_of_retail_outlet/single_independent_non-franchised_store.htm7/27/2019 Crm on Big Bazaar
33/89
Improving Retail Sales Through Effective CRM
retailers. Such experimentation and identification of an
appropriate format for local conditions would differentiate
winners from losers in the Indian retail market of the future.
India is heading towards mall over-capacity
A majority of respondents felt that India is heading towards
mall over-capacity. A reason for this opinion is the fact that
there may not be sufficient anchor tenants to occupy all the
malls that are being planned. Also all emerging malls have very
little differentiated value propositions. Malls need to
differentiate themselves clearly and one option may be to
specialize.
Operations at a nascent stage of evolution
KPMG surveyed the retailers in India along three dimensions:
internal processes (supply chain management, private label
management and loss prevention): real estate availability and
costs, finance availability and costs.
Easy availability of finance at competitive rates is a key enabler
for growth in India. Retail space availability and costs are alsoprime issues to be dealt with. With respect to operations
management and leveraging technology, retailers in India are
at a nascent stage. This would be another area of opportunity
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
34/89
Improving Retail Sales Through Effective CRM
for winners of the future to distinguish themselves clearly from
the rest of the industry.
Human resources the impending war for talent
India is already facing retail manpower and capability
shortages. These are set to intensify, given the rapid growth
forecast for the industry. Attrition levels, while low compared to
global standards, are set to increase going forward. Winning
the imminent war for talent is imperative for success in Indian
retailing. Indian retailers need to develop a combination of
good HR practices to enhance competency and retention while
simultaneously developing processes and systems to ensure
that high personnel turnover does not disrupt operations.
Winners of tomorrow will be those that experiment and
innovate
While there are obstacles, there are clear opportunities in
modern retailing in India.
There are many lessons India can take from other countries
that have moved along the path of retail evolution. There are
also several best practice organizations from which Indian
retailers can pick relevant lessons and tailor them to suit local
requirements .Organizations that experiment and innovate
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
35/89
Improving Retail Sales Through Effective CRM
across different aspects will be the ones that emerge as
winners.
2.5.2 Non-Franchised Chain
Structure
Each store in a chain (or multiple store) is called a branch. The
original store, or the most important store, may double as the
head office. Very large chains may have a completely separate
building as their head office. The way chain stores are
managed can vary from a centrally controlled operation at one
extreme where virtually all decisions are made by the head
office, to the other extreme where each store can be run as a
mini business and simply return a profit to the centre. It is very
common for chain store management arrangements to be
somewhere in between these extremes, where smaller scale
and local decisions are made by the branches and decisions
affecting the whole chain are made by the head office.
Economies of Scale
As the chain grows in size and total sales volumes increase, the
company managing the chain is able to purchase goods for the
stores at terms that are more favorable. They can also exert
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
http://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htm7/27/2019 Crm on Big Bazaar
36/89
Improving Retail Sales Through Effective CRM
more influence over the attributes of the goods they buy and
sell such as the sourcing the products' features the packaging
they come in and even the distribution and logistics involved in
getting them to the stores.
Other benefits also arise, such as rationalising some
management tasks across the whole chain and having uniform
procedures and systems common to all of the stores. They can
also rationalize marketing across the chain. This not only ismore efficient, it also allows marketing messages to be more
potent. An example of a non-franchised chain is Wal-Mart.
2.5.3 Clothing and Accessory Store
Products:-
Clothing and accessory stores sell apparel for all members of
the family, as well as luggage, leather goods, lingerie,
jewellery, uniforms, and bridal gowns. Stores in this sector may
sell all of the above items or concentrate on a few.
Expertise:-
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
http://www.aboutretail.net/marketing/retail_marketing_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/marketing/retail_marketing_index.htmhttp://www.aboutretail.net/marketing/retail_marketing_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/marketing/retail_marketing_index.htm7/27/2019 Crm on Big Bazaar
37/89
Improving Retail Sales Through Effective CRM
Clothing and accessory stores are often staffed with
knowledgeable salespersons who can help in the selection of
sizes, styles, and accessories.
Department Store:-
Department stores sell a wide selection of merchandise with no
one line predominating. These stores generally are arranged
into departments with a manager heading each department.
Products:-
Departments stores may sell apparel, furniture, appliances,
home furnishings, cosmetics, jewellery, paint, hardware,
electronics, and sporting goods. They may also sell food and
services such as optical, photography, pharmacy, insurance,
travel brokerage and funerals. They are the ultimate one-stop
shop.
Discount Department Stores:-Discount department stores
typically have fewer sales workers, relying more on self-service
features, and have centrally located cashiers. Department
stores that sell bulk items, like major appliances, usually
provide delivery and installation services.
Upscale department stores may offer tailoring for their clothing
lines and more personal service
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
38/89
Improving Retail Sales Through Effective CRM
Distance Retailing:-
Rather than visiting a store to make a purchase, a customer
may order products from a remote location. This may be done
by mail, telephone, internet/email or other digital device such
as interactive television and even from a refrigerator.
Physical Stores v Virtual Stores:-
Retailers that practice distance retailing may also havephysical stores, such as Wal-Mart. Others may not, such as
Amazon and Arkay Hygiene
Products
All manner of products can be sold in this way, from food
groceries and large items like beds that are usually deliveredby dedicated vehicles to many smaller non-food items that
tend to be delivered by a courier or by parcel mail, such as fly
killers. The range of products on offer is only limited by the
budget of the customer and the shipping infrastructure
available in a given region.
Advantages of Distance Retailing to the Customer
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
http://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.walmart.com/http://www.walmart.com/http://www.amazon.com/http://www.eeeee.co.uk/http://www.tesco.com/http://www.tesco.com/http://www.eeeee.co.uk/http://www.eeeee.co.uk/http://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.walmart.com/http://www.amazon.com/http://www.eeeee.co.uk/http://www.tesco.com/http://www.tesco.com/http://www.eeeee.co.uk/http://www.eeeee.co.uk/http://www.aboutretail.net/the_supply_chain/customer.htm7/27/2019 Crm on Big Bazaar
39/89
Improving Retail Sales Through Effective CRM
The customer does not need to travel to the store in order to
purchase goods, saving time and travel costs. Browsing
through different catalogues or on the internet or mobile phone
can also save a lot of time compared with traveling from store
to store.
Disadvantages of Distance Retailing to the Customer
There are certain products that customers prefer to touch, feel
and even try out before they purchase. An example of this is
clothing. There is, however, a distinction to be made between
different types of distance selling. For example, music can be
sampled on the internet or some mobile phones but this cannot
be done with printed catalogues.
Some customers are uncomfortable purchasing goods at a
distance if the seller isn't known to them. Whilst local stores
will develop a word-of-mouth reputation in the community, it is
harder to poll opinions for stores that are far away.
Door-to-Door Retailing
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
40/89
Improving Retail Sales Through Effective CRM
This kind of retailing is as old as retailing itself and is still very
common, although less so in recent times. A door-to-door
salesperson may be self-employed or employed by a company
and will usually specialize in a particular product group, often
household items. Although it is common for them to visit
houses, they may also sell to businesses.
Area of Coverage
Door-to-door salespeople can be split into two main
groups. The first groups are those that stay in one locality,
selling to regular customers. Greengrocery or fresh meat sales
are typically made by these local salespeople. They will have
regular rounds and will try to time their visit so that they
appear at a given location at the same time each week (or day
or month). This way, customers may come to depend on them.
The local door-to-door salesperson may also try to extend their
round to take in more customers. The second groups are
traveling salespeople. They may procure goods in a more
opportunist way, taking advantage of a bargain when it comes
along, or buying goods to coincide with environmental changes
or particular events in the calendar.
For instance, such a salesperson may sell warm clothes at the
onset of cold weather but also sell gifts at festive times. Once
they have sold their goods, or reached the point where they
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
http://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htm7/27/2019 Crm on Big Bazaar
41/89
Improving Retail Sales Through Effective CRM
have few customers left to sell to, they will move to another
area and repeat the process. As well as buying goods to sell on,
they may also sell goods that they have made themselves or
that their family or community have made. They also may
provide services to customers, such as mending, sewing, light
maintenance, knife sharpening etc.
Advantages
One advantage of being a door-to-door salesperson is that the
overheads are relatively low. Some door-to-door salespeople
will carry all of their stock on a vehicle but others may store it
in their homes or a small warehouse (sometimes known as a
lock up). They can also be flexible in the range that they can
carry. This can allow them to be very up-to-date with the
products that they can offer.
Disadvantages
Disadvantages include the lack of security in traveling door-to-
door whilst carrying a high value of stock or money (some
door-to-door salespeople can take card payment.
Thus reducing the risk of carrying a lot of money). Another
disadvantage is that where a shops customers come to the
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
http://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htm7/27/2019 Crm on Big Bazaar
42/89
Improving Retail Sales Through Effective CRM
shop, door-to-door salespeople spend a lot of valuable time and
often transport costs visiting their customers - and there is no
guarantee of a sale.
2.5.4 Party and Event Retailing
This is usually a form of franchising where the retailer
invites people from the locality to a common location. The
event or the party will be a mix of socializing and retailing,
usually themed around the products on offer. Most commonly,
the retailer will be a franchisee to a wider organisation.
Products
Although party and event selling can involve a variety of goods,
it is very common that cosmetics, small household goods,clothing and sex-aids are sold.
Low Cost
Party selling is common throughout the world and can be a low
cost way of retailing for both the franchisor and franchisee.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
http://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/retailer.htmhttp://www.aboutretail.net/the_supply_chain/retailer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/retailer.htmhttp://www.aboutretail.net/the_supply_chain/retailer.htm7/27/2019 Crm on Big Bazaar
43/89
Improving Retail Sales Through Effective CRM
Samples
Often the franchisor will supply samples and a small selection
of goods to the franchisee so that their potential customers at
the event can try the products out.
Recruitment
These parties can also be used to recruit new franchisees.
2.5.5 Single Independent Non-Franchised
Store
A single independent store may be run an individual, but is
more typically run by a family.
Decline
In highly industrialized regions, these types of outlets have
decreased in number, in favour of franchise operations or
chains.
Products and Catchments
They may be general stores, catering to a limited geographical
range or may sell specialized products to a wider area.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
http://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/franchise_store_chain.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/franchise_store_chain.htmhttp://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/franchise_store_chain.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/franchise_store_chain.htm7/27/2019 Crm on Big Bazaar
44/89
Improving Retail Sales Through Effective CRM
Pros and Cons
The advantages of single independent stores are that they can
be tailored to their customers needs and offer a more personal
service. One of the main disadvantages is that the running
costs may not be as favorable as with a chain or franchise. If
the store is selling general goods, the costs of purchasing stock
will also be higher.
Street Market
The tradition of selling from market stalls goes back to the
early days of retailing where traders could gather in one area
to sell their wares.
Location
Street markets, or open-air markets, are common around the
world and are particularly popular in temperate or warm
climates.
Regulation
In many countries, street trading has been increasingly
regulated through history. In England, towns were given rights
by the King or Queen of the day to hold a market.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
http://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/franchise_store_chain.htmhttp://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/chains_index.htmhttp://www.aboutretail.net/types_of_retail_outlet/chains/franchise_store_chain.htm7/27/2019 Crm on Big Bazaar
45/89
Improving Retail Sales Through Effective CRM
These charters specified the nature of the market and laid
down the days when it could operate. Some towns had a
permanent market while others were permitted to hold their
market just one or two days in the week (or even less
frequently). Many of these arrangements continue to this day.
Types of Street Market Retailer
Street market traders can be put into two categories, (i) those
that sell goods opportunistically, taking advantages of low cost
goods that come available, or environmental and other
conditions that temporarily increase demand for particular
products; (ii) those that regularly sell one product type to
regular customers.
Governance
The way that street markets are operated and governed varies.
The following variations are possible, including a mix of some
of them:
1. No formal governance.
Traders will simply share a space along a road (or an off-street
area) and trade as separate businesses.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
http://www.aboutretail.net/the_supply_chain/customer.htmhttp://www.aboutretail.net/the_supply_chain/customer.htm7/27/2019 Crm on Big Bazaar
46/89
Improving Retail Sales Through Effective CRM
This type of arrangement has little or no bureaucracy and can
be very efficient for the traders. Often traders will not pay any
rent for their space (or "pitch"). Many traders will keep their
pitch for many years, even handing their "right" to this space
from generation to generation. Although it can be
advantageous to the incumbent stall holders, this can lead to a
lowering of competition as new stall holders find it difficult to
come onto the market. Occasionally this informal arrangement
can lead to gangsters and even violence between stall holders
and with potential stall holders. It could also give rise to
protection rackets and other illegal activity.
2. Council Run
Street markets are commonly run by local councils, who set the
regulations and, where appropriate charge rental fees. The
regulations can range from informal arrangements involving
the allocation of street area only to very strict regulations with
an enforcement regime where traders may be inspected
regularly for health and safety and other legal requirements
and may be restricted to selling certain types of goods. As well
as renting plots of land, some council may even rent the stallsthemselves, which may be permanent fixtures on a street (or
off-street area).
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
47/89
Improving Retail Sales Through Effective CRM
3. Run by a Compan y
A company may own or rent a street (or an off-street area) and,
in turn, rent small plots of land to stallholders. They may also
impose regulations in a similar way that councils do. Some
companies such as large retailers may have a street market on
their forecourt or other area that they own. Good street
markets can attract many shoppers. A retailer may find that
having a market outside their bricks and mortar store may begood for their trade. They may charge a low rent or no rent at
all in order to encourage stall holders to trade on their land and
to keep their prices low, thereby attracting more customers.
They, may, however, restrict stall holders to selling goods that
do not compete with their own products, subject to competition
laws that may exist in the jurisdiction.
4. Run by a Co-operative (Co-op)
The stallholders themselves may own or rent the land on which
their stalls are trading. They may contribute towards the costs
of maintaining or paying for the site by each paying an amount
of money. The amount paid may simply be commensurate with
the amount of stalls they own, or may be linked to the amount
of turnover they can achieve or may be negotiated on a
stallholder-by-stallholder basis.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
48/89
Improving Retail Sales Through Effective CRM
It is common for street trader co-ops to have regulations that
are binding on each member. Once again, these regulations
may range from a few informal rules to detailed and specific
rules. Many co-ops will operate a democratic system whereby
they may elect a leader, or a council (or both) to run the co-op,
or may even vote on every decision.
Pros and Cons
The advantages of street market retailing are that it has
relatively low overheads and allows flexibility. The
disadvantages are that sales can be adversely affected in
inclement weather and the stall (usually) needs to be set up
each day, which can take a considerable amount of time and
effort. There also needs to be an area for goods to be stored
when the stall is not being used.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
49/89
Improving Retail Sales Through Effective CRM
Chapter 3
3. THEORETICAL ASPECTS OF THE
SURVEY
3.1 INTRODUCTION OF THEOTICAL ASPECTS
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
50/89
Improving Retail Sales Through Effective CRM
3.1 INTRODUCTION OF THEOTICAL ASPECTS
3.1.1 UNDERSTANDINGCUSTOMERSERVICE
Marketers must determine what customers does want-and
then give it to them. This can be done in several ways. Once is
by getting feedback regarding buyer preferences and then
suing this information to customize the service delivery. For
example, what do restaurant guests want? It has been found
that these are gender preferences.
3.1.2 IDENTTYYOURECUSTOMERS
The customer can fall into different groupings; the way to cater
to one group may be deferent from that of another. There are
other customers groups besides men and women. Today, many
fast food giants McDonald's for example is now targeting on
kids (refer fig 1). Some eating-houses load the area with toys
and games, and supervise the children, which their families eat
in the main dining hall.
3.1.3 CUSTOMERLOYALTY
The traditionally role of marketing has been to win customers.
No emphasis was on retaining them.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
51/89
Improving Retail Sales Through Effective CRM
Research studies indicate that most service firms lose more
than 30 per cent of their customer before, or at the time of a
repurchase decision mainly through poor service, and the only
reason market shares do not drop is because competitors are
usually in the same position and are losing customers to their
rivals. This means there is a high turnover of dissatisfied
customers who are looking customers to their rivals.
3.1.4 ADDEROFLOYALT
Customer loyalty is commitment to do business with a
company on ongoing basis. The idea of loyalty can be displayed
with a ladder. Through appropriate marketing strategies
marketer should aim to convert suspect into committed loyal
advocated for the firm. Set of scales cam also be used to view
the loyalty concept. Service firms must arrest growing number
of disaffected ex-customer who will be critical and advise
other .customer or prospects not to buy from the organization.
3.1.5 RELATIONSHIP AND AVERAGE CUSTOMER
LIFETIME
The measurement of customer loyalty is known as the
customer retention rate. With the firm with improved retention
rate the average life of a customer increase.
For example, if a firm is able to increase its average
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
52/89
Improving Retail Sales Through Effective CRM
retention from an annual 80 per cent of 90 per cent it will
accurately double the average customer lifetime from five to
ten year if it period (5x20). If it is retains 90 percent it will lose
just half of (hem over a five-year period (5x10=50%).It has
been found that increased customer retention brought increase
customer lifetime value. Lifetime value of a customer can be
calculated.
3.1.6 CUSTOMER SATISFACTION IN SERVICE
The primary objective of service producers and marketers is
identical to that of all markets, to develop and provide offering
that satisfy consumer needs and expectations, thereby
ensuring their own economic survival. In other words, service
marketers need to be able to close the customer gap between
expectations and perceptions. To achieve this object, service
producers need to understand how consumers choose and
evaluating their services offerings. Unfortunately, most of what
knows about consumer evaluation processes pertains
specifically to goods.
The assumption appears to be that services, if not identical to
goods, are at least similar enough in the consumer's mind that
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
53/89
Improving Retail Sales Through Effective CRM
they are choosing and evaluate in the same manner means
that satisfaction is the customer's evaluation of a product or
service in term of whether that product or service has met their
needs and expectations. Failure to meet needs and
expectations is assumed to result in dissatisfaction with the
product or service.
Customer satisfaction is influenced by specific product or
service features and by perceptions of quality as suggested.
Satisfaction is also influenced by customer emotional
responses, their attributions, and their perceptions of equity.
Product and service Features Customer satisfaction with a
product or service is influenced significantly by the customer
evaluation of product or service features. Customers' emotions
can also affect their perceptions of satisfaction with products
and service. This emotion can be stable, pressing emotions.
Specific emotions may also be induced by the consumption
experience itself, influencing a consumer's satisfaction with the
service. Attributions the perceived causes of events influence
perceptions of satisfaction as well.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
54/89
Improving Retail Sales Through Effective CRM
When they have been surprised by an outcome {the service is
either much better or much worse than expected), consumer
tends to look for the reasons. And then assessments of the
reasons can influence their satisfaction.
A customer satisfaction is also influenced by the perceptions of
equity and fairness, in addition to products or services are
offered in combination with a physical product, services quality
may be very critical in determining customers' satisfaction.
Reliability: ability to perform the promised service
dependably and accurately
Assurance employees' knowledge and courtesy and their
ability to inspire trust and confidence.
Tangibles: appearance of physical facilities, equipment,
personnel, and written materials.
3.1.7 Responsiveness:
Willingness to help customers and provide prompt service.
Reliability is defined as the ability to perform the promised
service dependable and accurately.
In its broadest sense, reliability means that the company
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
55/89
Improving Retail Sales Through Effective CRM
promise about delivery, service provisions, problems resolution
and pricing.
Customer want to do business with the companies that keep
their promises, particularly their promises about the service out
comes and core service attributes.
Assurances are defined as employee's knowledge and courtesy
and the ability of the firm and its employee to inspire trust and
confidence. This dimension is likely to be particularly important
for services that the customer perceives as involving high risk
and or about which the feel uncertain about their ability to
evaluate outcomes-for example banking, insurance, brokerage,
medical and legal service.
Empathy is defined as the caring, individualized attention the
firm provides to its customers. The essence of the empathy is
conveying, through personalized or customer service, those
customers are unique and special. Customers want to feel
understood by and important to firm that provides service to
them. Tangibles are defined as the appearance of physicalfacilities, equipment, personnel and communication material.
All of these provide physical representation or image of the
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
56/89
Improving Retail Sales Through Effective CRM
service that customer, particularly new customers, will use to
evaluate quality. Service industries that emphasize tangible in
their strategies include hospitality service where the customer
visits the establishment to receive the service, such as
restaurants and hotels, rattails stores, and entertainment
companies.
Responsiveness is the willingness to help customers and to
provide prompt service. This dimension emphasizes
attentiveness and promptness in dealing with customer
requests, questions, complaints, and problems.
Responsiveness is communicated to customer by the length of
time they have to wait for assistance, answers to questions, or
attentions to problems. Responsiveness also captures the
notion of flexibility and ability to customize the service to
customer needs.
3.1.8 IMPORTANCE OF CUSTOMER SATISFACTION
Customer satisfaction is a marketing tool and a definite value
added benefit. Customers often perceive customer satisfaction
as important as the primary product or service yourorganization offers.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
57/89
Improving Retail Sales Through Effective CRM
3.1.9 FOUR STEPS TO ENSURE CUSTOMER
SATISFACTION
1. Always create a good first Impression, in person and on the
phone
2. Communicate effectively (listen and ask questions) and give
each customer your full attention.
3. Handle each transaction fast, accurately, and professionally
4. Thank each customer for the opportunity to serve them and
make sure they are completely satisfied.
3.1.10 DEFINING CUSTOMER VALUE AND SATISFACTION
Peter Drcucker observes that a companys first task is to
create customers. However, customers face a vast array of
product and brand choices, prices and suppliers. How do they
make their choices? We believe that customers estimate which
offer will deliver the most value.
3.1.11 Customer perceived value
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
58/89
Improving Retail Sales Through Effective CRM
A) Total customer value is the perceived monetary value of
the bundle of economic, functional, and psychological benefits
customers expect from a given market offering.
B) Total customer cost is the bundle of cost customers
expect from incur in evaluating, obtaining, using and disposing
of the given market offering.
C) TOTAL CUSTOMER SATISFACTION
Whether the buyer is satisfied after purchase depends on the
offers performance in relation to the buyers expectation. In
general, satisfaction is a persons feeling of pleasure or
disappointment resulting from comparing a products perceived
performance in relation to his or her expectations.If the
performance falls short of expectations, the customers are
dissatisfied. If the performance matches the expectation, the
customer is satisfied. If the performance exceeds expectations,
the customer is highly satisfied or delighted.
D) Customer Expectations
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
59/89
Improving Retail Sales Through Effective CRM
If marketers raise expectations too high, the buyer is likely to
be disappointed. However, if the company sets expectations
too low, it wont attract enough buyers.
E) Delivering High Customer Value
The key to generate high customer loyalty is to deliver high
customer value. According to Michael Lannig, in his Delivering
Profitable Value, a company must design a competitively
superior value proposition aimed at a specific market segment,
backed by a superior value- delivery system.
F) Measuring Satisfaction
Although the customer-centered firm seeks to create high
customer satisfaction that is not its main goal. If the company
increases customer satisfaction by lowering its price or
increasing its services, the result may be lower profit. The
company might able to increase its profitability by means other
than increased satisfaction. Also the company has many
stakeholders, including employees, dealers, suppliers and stock
holders.
Spending more to increase customer satisfaction might divert
funds from increasing the satisfaction of other partners.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
60/89
Improving Retail Sales Through Effective CRM
Ultimately, the company must operate on the philosophy that it
is trying to deliver a high level of customer satisfaction subject
to delivering acceptable levels of satisfaction to other stake
holders, given its total resources.
G) DELIVERING CUSTOMER VALUE AND SATISFACTION
This involves the following five capabilities: understanding
customer value; creating customer value; delivering customervalue; capturing customer value; and sustaining customer
value. To succeed, a company needs to use the concepts of a
value chain and a value-delivery network.
H) Value Chain
Michael Porter of Harvard proposed the value chain as tool for
identifying ways to create more customer value.Every firm is asynthesis of activities that are performed to design, produce,
and market, deliver and support its products.
The value chain identifies nine strategically relevant activities
that create value and cost in a specific business. These nine
values- creating activities consists of five primary activities and
four supports activities.
The firms task is to examine its costs and performance in each
value- creating activity and to look for ways to improve it.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
61/89
Improving Retail Sales Through Effective CRM
The firm should estimate its competitors costs and
performance as benchmarkagainst which to compare its own
costs and performances. It should go further and study the
best of class practices of the worlds best companies.The
firms success depends not only on how well each department
performs its work, but also on how well the various department
activities are coordinated. Too often, company departments act
to maximize their interests.
A credit department may take along time to check a
prospective customers credit so as not to incur bad debts.
Mean while, the customer waits and the sales person is
frustrated. A traffic department chooses to ship the goods by
rail to save money and again the customer waits. Each
department has erected walls that slow down the delivery of
quality customer service. The solution of this problem is to
place more emphasis on the smooth management of core
business process.
These include:-
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
62/89
Improving Retail Sales Through Effective CRM
The market sensing process
The new offering realization process
The customer acquisition process
The customer relationship management process
The fulfillment management process.
CHAPTER 4
ANALYSIS AND INTERPRETATION OF
DATA
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
63/89
Improving Retail Sales Through Effective CRM
TABLE NO.1
How frequently you visit Big Bazaar?
Particulars Respondents PercentageFirst Time 10 9%
Second Time 25 23%Third Time 35 32%
Many Time 40 36%
Total 110
Source- Compiled Survey
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
64/89
Improving Retail Sales Through Effective CRM
Customers are Visit Big Bazaar
0%
10%
20%
30%
40%
First Time Second Time Third Time Many Time
Percentage
INTERPRETATONS- The above table shows that 9%
respondents are First time visit to Big Bazaar, 23% respondents
are Second time, 32% respondents are Third time and 36%
respondents are Many times. Customer having many time are
36% which is higher, it indicate Big Bazaar better CRM.
TABLE NO.2
How did you come to know about Big Bazaar?
Particulars Respondents PercentageAdvertisement 60 55%
Friend &Relatives
50 45%
Total 110
Source- Compiled Survey
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
65/89
Improving Retail Sales Through Effective CRM
customers frequently visit Big Bazaar
0%
10%
20%
30%
40%
50%
60%
Advertisement Friend & Relatives
Percentage
INTERPRETATONS- The above table shows that 55%
respondents are come to the Advertisement, 45% respondents
are Friends & relatives. Customer awareness about big bazaar
through various sources indicates that 36% of respondents
know about big bazaar through advertisement.
TABLE NO.3
Is your expectation meet in Big Bazaar?
Particulars Respondents PercentageYes 80 73%
No 30 27%Total 110
Source- Compiled Survey
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
66/89
Improving Retail Sales Through Effective CRM
Customer Expectations
0%
20%
40%
60%
80%
Yes No
Percentage
INTERPRETATONS- The above table shows that 73%
respondents are satisfied for the expectation and 27%
respondents are not satisfied. Customers are satisfied is their
expectations, the satisfaction ratio is high i.e, 73% which is a
good sign.
TABLE NO.4
What is your opinion about the service in Big Bazaar?
Particulars Respondents PercentageVery Good 35 32%
Good 40 36%Average 35 32%
Total 110
Source- Compiled Survey
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
67/89
Improving Retail Sales Through Effective CRM
Customers opinion about service
30%
32%
34%
36%
38%
Very Good Good Average
Percentage
INTERPRETATONS- The above table shows that 32%
respondents are opinion was Very good, 36% respondents are
Good and 32% respondents are opinion about service was
Average. It has very good, 36% of them rate it has good and
others as average
TABLE NO.5
Is employees communication is good with customers?
Particulars Respondents Percentage
YES 60 55%NO 50 45%Total 110
Source- Compiled Survey
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
68/89
Improving Retail Sales Through Effective CRM
Empolyee's communication with customers
0%
10%
20%
30%
40%
50%
60%
YES NO
Percentage
INTERPRETATONS- The above table shows that 55%
respondents said that well communication with us, 45%
respondents said that No. Maximum of the customers say it
was good (55% of the respondents).
TABLE NO. 6
Is rate the employees behavior with customers?Particulars Respondents PercentageExcellent 25 23%
Good 30 27%Better 50 48%
Worst 05 2%
Total 110
Source- Compiled Survey
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
69/89
Improving Retail Sales Through Effective CRM
Empolyee's behaviour with customers
0%
10%
20%
30%
40%
50%
60%
Excellent Good Better Worst
Percentage
INTERPRETATONS- The above table shows that 47%
respondents are said that better behavior with customers, 35%
respondents are said that good behavior, 16% respondents
said that excellent and 2% respondents said that worst. Better
percentage is very high which good sign from the company
point of view.
TABLE NO.7
Is their any additional benefit in Big Bazaar?
Particulars Respondents PercentageYes 60 55%No 50 45%
Total 110
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
70/89
Improving Retail Sales Through Effective CRM
Source- Compiled Survey
Additional benefits in Big Bazaar
0%
10%20%
30%
40%
50%
60%
Yes No
Percentage
INTERPRETATONS- The above table shows that 55%
respondents know about additional benefit in Big Bazaar, 45%
respondents are said that No.
TABLE NO.8
Are you aware of Discount facilities available inBig Bazaar?
Particulars Respondents PercentageYes 80 73%
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
71/89
Improving Retail Sales Through Effective CRM
No 30 27%Total 110
Source- Compiled Survey
Discount facility in Big Bazaar
0%
20%
40%
60%
80%
Yes No
Percentage
INTERPRETATONS- The above table shows that 73%
respondents are said that Discount facilities available, 27%
respondents are no Discount facilities. Which shows that
customers have a great intrest in the discount offers available
at Big Bazaar.
TABLE NO.9
Which factors influence you to buy at Big Bazaar?
Particulars Respondents PercentageLow Price 20 18%
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
72/89
Improving Retail Sales Through Effective CRM
Discount 30 27%Nearness 10 9%
Offers 50 46%Total 110
Source- Compiled Survey
Factors influence custome to buy
0%
10%
20%
30%40%
50%
Low Price Discount Nearness Offers
Percentage
INTERPRETATONS- The above table shows that 18%
respondents know about the Low price, 27% respondents are
Discount, 9% respondents are Nearness and 46% respondents
are opinion about Offers. The customers to buy at big bazaar,
46% respondents are influenced with offers provided their.
TABLE 10
Are you aware of free Home Delivery offer at BigBazaar?
Particulars Respondents Percentage
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
73/89
Improving Retail Sales Through Effective CRM
Yes 45 49%No 65 51%
Total 110
Source- Compiled Survey
Free home delivery offered at Big Bazaar
48%
49%
50%
51%
52%
Yes No
Percentage
INTERPRETATONS- The above table shows that ratio
awareness of free home delivery at Big Bazaar. YES 49%,
No - 51%
TABLE NO.11
Your opinion on prices in Big Bazaar?
Particular Respondents PercentageVery Less 35 32%
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
74/89
Improving Retail Sales Through Effective CRM
Normal 50 45%Higher 25 23%
TOTAL 110
Source- Compiled Survey
Opinion on prices
0%
10%
20%30%
40%
50%
Very Less Normal Higher
Percentage
INTERPRETATONS- The above table shows that 32%
respondents know about the Very less, 45% respondents areNormal and 23% respondents are opinion about Higher. 45% of
the respondents say it is normal, compared to other
supermarkets.
TABLE NO.12
Your opinion about the quality of groceries in BigBazaar?
Particular Respondents Percentage
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
75/89
Improving Retail Sales Through Effective CRM
Very Good 35 32%Good 50 45%
Average 25 23%TOTAL 110
Source- Compiled Survey
Opinion about the quality of grceries
0%
10%
20%
30%
40%
50%
Very Good Good Average
Percentage
INTERPRETATONS- The above table shows that 32%
respondents know about the Very good, 45% respondents are
Good and 23% respondents are opinion about Average.
Maximum of respondents rate it has good i.e.45%.
TABLE NO.13
Your opinion on stock availability of groceries inBig Bazaar?
Particular Respondents Percentage
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
76/89
Improving Retail Sales Through Effective CRM
Always 70 63%Sometimes 25 23%
Rarely 15 14%TOTAL 110
Source- Compiled Survey
Opinion on stock availability of groceries
0%
20%
40%
60%
80%
Always Sometimes Rarely
Percentage
INTERPRETATION- The above table shows that 63%
respondents are said that Always, 23% respondents are
sometimes and 14% respondents are opinion about rarely.
Maximum of the respondents are happy with stock availability.
TABLE NO.14
Your opinion on prices of fruits & vegetables inBig Bazaar?
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
77/89
Improving Retail Sales Through Effective CRM
Particular Respondents PercentageVery Less 25 23%
Normal 50 45%Higher 35 32%TOTAL 110
Compiled Source- Survey
Prices of fruits & vegetables
0%
10%
20%
30%
40%
50%
Very Less Norm al Higher
Percentage
INTERPRETATION- The above table shows that 23%
respondents are said that Very less, 45% respondents are
Normal and 32% respondents are said that price was Higher.
45% of respondents are of the opinion that it is normal
compared to others.
TABLE NO.15
Your opinion on quality in fruits & vegetables inBig Bazaar.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
78/89
Improving Retail Sales Through Effective CRM
Particular Respondents Percentage
Very Good 35 32%Good 55 50%Average 20 18%TOTAL 110
Compiled Source- Survey
Quality of fruits & vegetables
0%
10%
20%
30%
40%
50%
60%
Very Good Good Average
Percentage
INTERPRETATION- The above table reveals that 32%
respondents are said that quality was Very good, 50%
respondents are said Good and 18% respondents are said
Average. 50% of the respondents rate has good which is
satisfactory.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
79/89
Improving Retail Sales Through Effective CRM
CHAPTER 5
FINDINGS, SUGGESTIONS &CONCLUSIONS
5.1 FINDINGS
5.2 SUGGESTIONS
5.3 CONCLUSIONS
5.4 BIBILIOGRAPY
5.5 ANNEXURE
5.1 FINDINGSINSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
80/89
Improving Retail Sales Through Effective CRM
5.1.1) Customer having many time are 36% which is higher, it
indicate that Big Bazaar better CRM.
5.1.2) Customer awareness about big bazaar through various
sources indicates that 36% of respondents know about big
bazaar through advertisement.
5.1.3) Customers are satisfied is their expectations, thesatisfaction ratio is high i.e. 73% which is a good sign.
5.1.4) 36% of respondents are say that service is good in Big
Bazaar and others as average.
5.1.5) Maximum of the customers says it was good (55% of the
respondents).The communication of the level of the employees
with customer was satisfactory.
5.1.6) Employees behavior with customer, better percentage is
very high which good sign from the company point of view.
5.1.7) Customers have a great intrest in the discount offers
available at Big Bazaar.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
81/89
Improving Retail Sales Through Effective CRM
5.1.8) the customers to buy at big bazaar, 46% respondents
are influenced with offers provided by Big Bazaar..
5.1.9) 45% of the respondents say it is normal prices in Big
Bazaar, compared to other supermarkets.
5.1.10) Maximum of respondents say it is good quality of
groceries rate it has good i.e.45%. Compared to other
supermarkets.
5.1.11) Maximum of the respondents are happy with stock
availability in Big Bazaar.
5.1.12) 45% of respondents opinion about prices on fruits and
vegetables is normal, compared to others.
5.1.13) 50% of the respondents rate has well which is
satisfactory on quality of fruits and vegetables.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
82/89
Improving Retail Sales Through Effective CRM
5.2 SUGGESTIONS
5.2.1) Customer having many time are only 36%, this is good
Relationship ratio with customers. But you more develop CRM
programs than automatically customers are visiting your
organization.
5.2.2) Most of customers are come to Big Bazaar through
advertisement, you implimating CRM programs than customers
closely relationship with Big Bazaar.
5.2.3) Only 27% of Customers are unsatisfied their own
expectations that is good ratio. You study your target customer
needs and fulfilled their expectations. Than this percentage
came into 0%.
5.2.4) customers opinion about the service was average, so
you more training your executives on handling to the
customers.
5.2.5) Customers facing problems of setting and water, so you
arrange chairs and water facility in every floor. Because here
not only come young peoples but also elders.
5.2.6) Some peoples are told to me here not available Tea and
Coffee. Because some people are after eating a bakery items
they also interest drinking tea or coffee, so you please
arrangement.
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
83/89
Improving Retail Sales Through Effective CRM
5.2 CONCLUSION
Customer Relationship Management strategy and object will
change they have to if one has to continues competing
however no matter where begins CRM they the benefits will
start from day one. Where they are in the from of profits
decreased higher staff moral or greater band equity.
Promotional activities should be carried out in order to
compete effectively with its competitors and to create
awareness.
Company should fulfi ll the said promises about the
lucky draws & additional discounts.
Unity of command should me maintained in the
organization
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
7/27/2019 Crm on Big Bazaar
84/89
Improving Retail Sales Through Effective CRM
5.4 BIBILIOGRAPHY:
Customer Relationship Management -
How to turn a good business into a great one
Written By- Graham Roberts, Phelps
Published By- Viva Books Private ltd New Delhi.
Customer Relationship Management-
Delivering the Benefits. A whitepaper by CRM ( UK) Ltd
and sector consulting ltd.
Broachers of Big Bazaar, Belgaum
Web Sites-
www.kpmg.ca
www.iimahd.ernet.in/publications/data/2005-
07-04pksinha.pdf
www.ciionline.org/events/2825/cii_con.pdf
www.sify.com
www.itcportal.com
www.kpmg.com.cn/redirect.asp?id=6772
INSTITUTE OF MANAGEMENT AND ENTREPRENEURSHIPDEVELOPMENT,PUNE
http://www.kpmg.ca/http://www.iimahd.ernet.in/publications/data/2005-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2007-04pksinha.pdfhttp://www.iimahd.ernet.in/publications/data/2005-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2007-04pksinha.pdfhttp://www.ciionline.org/events/2825/cii_con.pdfhttp://www.sify.com/http://www.itcportal.com/http://www.kpmg.com.cn/redirect.asp?id=6772http://www.kpmg.ca/http://www.iimahd.ernet.in/publications/data/2005-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2007-04pksinha.pdfhttp://www.iimahd.ernet.in/publications/data/2005-%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%20%2007-04pksinha.pdfhttp://www.ciionline.org/events/2825/cii_con.pdfhttp://www.sify.com/http://www.itcportal.com/http://www.kpmg.com.cn/redirect.asp?id=67727/27/2019 Crm on Big Bazaar
85/89
Improving Retail Sales Through Effective CRM
ANNEXURE
NAME:MR/MRS------------------------------------------------------------------------------------------------------------------------------AGE---------------------------------------------------------------------Telephone number------------------------------------------------Address------------------------------------------------------------------------------------------------------------------------------------------Occupation: Professionals Housewives
Business Other
1. How frequently you visit to Big Bazaar?
a) First Time [ ] c) Third Time [ ]
b) Second Time [ ] d) Many Time [