20-12-2012, 05:57 PM
A STUDY ON THE CUSTOMER SATISFACTION OF BIG BAZAAR WITH SPECIAL REFERENCE TO PAZHAVANGADI STORE
A STUDY ON THE CUSTOMER SATISFACTION.docx (Size: 199.14 KB / Downloads: 94)
INTRODUCTION
Customer’s taste and preferences are changing day by day. Identification of these changes is a major factor because the success of a firm depends on the ability of the firm to adjust with the attitudes of the customers.
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product /service to product /service.
The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behavior such as return and recommend rate.
Essentially customer satisfaction is the extent to which customers are happy with the service and products provided by a business. It is an important concept in business because happy customers those most likely to place repeat orders and explore the full range of products /services offered.
Severe competition occurs in the field of Multi Level Marketing companies and therefore existence become very difficult. Customer Satisfaction is a major factor for existence and in order to satisfy the customer, identification of major factors influencing customer attitude is necessary.
Big Bazaar is a chain of hypermarket in India. Currently, there are 210 stores across 80 cities and towns in India. Big Bazaar is designed as an agglomeration of bazaars or Indian markets with clusters offering a wide range of merchandise including fashion and apparels, food products, general merchandise, furniture, electronics, books, fast food and leisure and entertainment sections.
Big Bazaar is part of Future Group, which also owns the Central Hypermarket, and is owned through a wholly owned subsidiary of Pantaloon Retail India Limited(BSE: 523574 523574), that is listed on Indian stock exchanges.
Big Bazaar was launched in September, 2001 with the opening of its first four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days. Within a span of ten years, there are now 150 Big Bazaar stores in 80 cities and towns across India.
Big Bazaar was started by Kishore Biyani, the Group CEO and Managing Director of Pantaloon Retail. Though Big Bazaar was launched purely as a fashion format including apparel, cosmetics, accessory and general merchandise, over the years Big Bazaar has included a wide range of products and service offerings under their retail chain. The current format includes Big Bazaar, Food Bazaar, Electronic Bazaar and Furniture Bazaar.
Customer Satisfaction Factors:
• Technological and engineering or reengineering aspects of product and services.
• Type and quality of response provided by the supplier.
• Supplier's capability to commit on deadlines and how efficiently they are met.
• Customer’s service provided by the supplier.
• Complaint management.
• Cost, quality, performance and efficiency of the product.
Measurement of Customer Satisfaction:
Customer satisfaction can be measured by using survey techniques and questioners. Questions typically include an element of emotional satisfaction of customers coupled with an element of behavioral satisfaction, as or loyalty to a particular product or service.
Benefits of Customer Satisfaction Service:
The benefits of conducting customer’s satisfaction service are significant and their impact can last long after the result is analyzed. Customer’s satisfaction service can use to:
• Identify area that needs improvement
• Increase loyalty
• Identify customer satisfaction.
STATEMENT OF THE PROBLEM:
In this competitive world lot of multy level marketing companies are there in market and they have variety of products and services line up as well. Some of them are going successful and fue of them are not doing well. This work is an attempt to study about a store BIG BAZAAR, which is a really successful branch of future group. But some of the people are unsatisfied with navigation problem of BIGBAZAAR.
SCOPE OF THE STUDY:
The success and failure of a company is purely based on customer’s satisfaction. Globalization and liberalization has opened up high competition among the business sector. In order to retain the customers and also to attract the new customer the company has to concentrate more ion service provided to the customer. It is through adviser that the customers are being highly influenced. It is an important aspect in ensuring customer satisfaction and customer retention. Therefore there arises the need for BIGBAZAAR to find out the customer satisfaction it is this context that the present study is undertaken.
OBJECTIVES OF THE STUDY:
• To identify the customer's attitude towards Big Bazaar in Pazhavangadi.
• To give necessary suggestion on the basis of findings of the study.
• To identify customer satisfaction of Big Bazaar.
METHODOLOGY:
For conducting the study, both primary and secondary data’s have been used. The major sources of data were collected from Big Bazaar publications, websites and interview schedule.
In order to have a better representation, a sample of hundred customers was selected for the study. Well structured interview schedule was fixed with all the participants. Printed questionnaire were used to record the response from respondents.
PERIOD OF STUDY:
The interviews are held during the period for the month December to January.
LIMITATIONS:
• Some of the respondents were not co operative.
• Time was the major constrain to collect the data.
• The study does not be able to cover the abnormal factors which are likely to influence the satisfaction of the customer.
REVIEW OF LITERATURE:
Usha Raj (2005)"A study on customers satisfaction of Mediclaim insurance policy" with an objective to study the customers awareness about mediclaim policy and she also find out the fact that the male headed families are mere interested in mediclaim policies and she suggested that the issue of mediclaim insurance policies requires number of formalities and insurance companies take a lot of procedures .The unnecessary formalities and procedures create delay in the issue of policy and settlement of claim. This will create dissatisfaction among customers so the mediclaim insurance companies should adopt the customer’s centric approach towards the procedure and formalities
K.G Manjula (2004) a study on "customer satisfaction Ration shops" examined the existing system of public distribution system in Kerala, the consumption pattern of the people at made appropriate suggestion for improvement. She has found that quality of products bears considerable significant on customer's satisfaction. She has suggested that quality product at reasonable price should be offered to needy persons at the right time and due consideration is to be given to the voice of customers.
Prasanti.S (2004) a study on "customers satisfaction among credit card holders" with an objective to measure the satisfaction level of credit card holders regarding the special features of credit cards and she also find out the fact that more than half of respondents were satisfied with validity period, security measures, acceptability of credit card etc and she suggested that only limited number of credit card holders are there in semi urban areas, hence measure should be adopted to popularize credit card among people in rural and semi urban areas.