INTRODUCTION
BIG BAZAAR is a chain of hypermarkets in India, with more than 100 stores in
operation. It is a subsidiary of Pantaloon Retail India Ltd’s, Future at Group. It
specializes in satisfying a wide range of the consumer’s personal and residential
durable goods product needs and at the same time offering the consumer a choice
multiple merchandize lines, at variable price points in all product categories. It
usually sells products including apparel, furniture, home appliances, electronics,
hardware, cosmetics, jewelery, toys and sporting goods, etc.
Customer Satisfaction Index is a very efficient and effective tool to get the real
picture or insight of customers. If conducted properly it gives the unbiased data
which can be used to fulfill various objectives of big or small organizations.
Companies use Customer Satisfaction Index to know their strength and weaknesses
according to customer’s opinions and take preventive measures to solve any
problem so that their objectives are fulfilled according to their needs.
Objective
1. To make Customer Satisfaction Index for Big Bazaar.
2. To understand customers expectations.
3. To measure performance of various touch points on each factor and attribute
across touch points and clearly understand to what extent customers’
expectations are met.
4. To know the area of strength and weakness of Big Bazaar.
Methodology
Problem Definition
To collect primary data for Customer Satisfaction Index on selected 50
respondents.
Research Design and Plan (Data sources and instruments used)
Research design will be descriptive because questionnaire is based to access
various parameters for comparing brand Big Bazaar with other similar retail
outlets.
Within descriptive it will be conclusive research design because in this project we
arrive to a conclusion that Big Bazaar is more ahead than other similar retail
outlets in competitive pricing and range of products.
Data sources and instruments used
Data sources were the primary data collected from the respondents and the
instrument used for that are clipboard, questionnaire, pen, pencil etc.
Statement of Problem
To collect primary data for Customer Satisfaction Index on selected respondents
Big Bazaar, Rajouri Garden and get solutions to fulfill the objectives.
To make a customer satisfaction index using questionnaires’ on sample size of 50
respondents in Big Bazaar, Rajouri Garden.
The questionnaires’ consists of 15 questions on various parameters and it generally
took 5 minutes to take interview of a respondent. To convince a customer for
interview was not an easy task and it required a lot of convincing skills.
QUESTIONNAIRE
CONSUMER BEHAVIOUR SURVEY
1. Why have you visited this store? (Big Bazaar) [MA]
• General browsing.
• Make a purchase.
• Gather information on a product for a later purchase.
• Others
2. Before making a purchase from this store, where did you gather more
information from? [MA]
• From consumer review websites. • Friends and family
(Word of mouth).
• TV ads. • By looking at the actual
product in stores.
• Newspaper / Magazine ads • Others
3. What encouraged you to make a purchase from this store? [MA]
• Product on sale/promotion • Usually purchase at this
shop
• Reasonable price • Wide range of products
• Extended Warranty • Others
4. In terms of the convenience of the location of this shop, how would you
rate this store?
Very Inconvenient
Very Convenient
0 1 2 3 4 5 6 7
8 9 10
5. In terms of store’s overall environment how would you rate this store
using this scale? [SA]
Highly Uncomfortable Very
Comfortable
(Wanted to leave) (Modern
and clean)
0 1 2 3 4 5 6 7
8 9 10
6. In terms of the range of products displayed, how would you rate this
store?
Very limited range of products displayed Sufficient range of
products displayed
0 1 2 3 4 5 6 7
8 9 10
7. In terms of availability of brochures or information materials, how would
you rate this store?
No material available Has readily available
brochures/ materials
0 1 2 3 4 5 6 7
8 9 10
8. Rate the following attributes on the scale of 1-10 where (0)carries
minimum weightage & (10) maximum:-
Very Low
Very High Product Quality0 1 2 3 4 5
6 7 8 9 10
Product Packaging Very Bad
Very Good
0 1 2 3 4 5 6 7
8 9 10
Keeping Delivery Commitments Very Low
Very High 0 1 2 3 4
5 6 7 8 9 10
Price Competitiveness Very Low
Very High
0 1 2 3 4 5 6 7
8 9 10
Responsiveness and Ability Very Low
Very High
toResolve Complaints 0 1 2 3 4 5 6
7 8 9 10
Overall Accessibility, Communication Very Bad
Very Good
andattitude 0 1 2 3 4 5 6
7 8 9 10
9. Please indicate what is your overall satisfaction with this store?
Highly dissatisfied Dissatisfied Satisfied Moderate satisfied
Highly satisfied
10. Based on your experience with this store, if you were asked to make a
recommendation to friends, family and colleagues, how likely will you
recommend this store? [SA]
• Definitely would not recommend • Definitely would
recommend
• Might or might not recommend • Don’t know
11. Will you make a repeat purchase in this store? [SA]
• Yes • No • Don’t
know
12. If Big Bazaar offers its products to be purchased online, how likely would
you purchase it online? [SA]
• I will probably buy • I will probably not
buy
• I may or may not buy • Don’t know
13. Please indicate your profession [SA]
• Professional/ Manager • House wife
• Businessman • Work from home
• Retiree • Unemployed
• Student • Refused
14. Please indicate your age group? [SA]
• 15-19 years • 50-59 years
• 20-29 years • 60 years and above
• 30-39 years • Refused
• 40-49 years
15.Is there any suggestions you would like to make to make the Big Bazaar
experience a better one?
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Name: …………………………………………………………………………….. Gender:
M/F
Contact No. : ………………………………………………………………..... Email ID: …
……………………
Findings/Results
1. Why have you visited this store? (Big Bazaar) [MA]
• General browsing.
• Make a purchase.
• Gather information on a product for a later purchase.
• Others
2. Before making a purchase from this store, where did you gather more
information from? [MA]
• From consumer review websites. • Friends and family
• TV ads. • By looking at the actual
product in stores.
• Newspaper / Magazine ads • Others
3. What encouraged you to make a purchase from this store? [MA]
• Product on sale/promotion • Usually purchase at this shop
• Reasonable price • Wide range of products
• Extended Warranty • Others
4. In terms of the convenience of the location of this shop, how would you rate this
store?
Very Inconvenient
Very Convenient
0 1 2 3 4 5 6 7 8
9 10
The average rating of 50 respondents on this parameter is
6.14
5. In terms of store’s overall environment how would you rate this store using this
scale? [SA]
Highly Uncomfortable Very
Comfortable
(Wanted to leave)
(Modern and clean)
0 1 2 3 4 5 6 7 8
9 10
The average rating of 50 respondents on this parameter is
5.68
6. In terms of the range of products displayed, how would you rate this store?
Very limited range of products displayed Sufficient range of
products displayed
0 1 2 3 4 5 6 7 8
9 10
The average rating of 50 respondents on this parameter is
6.80
7. In terms of availability of brochures or information materials, how would you rate
this store?
No material available Has readily available
brochures/ materials
0 1 2 3 4 5 6 7 8
9 10
The average rating of 50 respondents on this parameter is
5.12
9. Rate the following attributes on the scale of 1-10 where (0)carries minimum
weightage & (10) maximum:-
Very Low
Very High
Product Quality 0 1 2 3 4 5 6
7 8 9 10
The average rating of 50 respondents on this parameter is
6.06
Very Bad
Very Good
Product Packaging 0 1 2 3 4 5 6
7 8 9 10
The average rating of 50 respondents on this parameter is
6.52
Very Low
Very High
Keeping Delivery Commitments 0 1 2 3 4 5 6
7 8 9 10
The average rating of 50 respondents on this parameter is
5.76
Very Low
Very High
Price Competitiveness 0 1 2 3 4 5 6 7
8 9 10
The average rating of 50 respondents on this parameter is
5.58
Responsiveness and Ability Very Low
Very High
toResolve Complaints 0 1 2 3 4 5 6 7
8 9 10
The average rating of 50 respondents on this parameter is
5.82
Overall Accessibility, Communication Very Bad
Very Good
andAttitude 0 1 2 3 4 5 6
7 8 9 10
The average rating of 50 respondents on this parameter is
6.46
9. Please indicate what is your overall satisfaction with this store?
Highly dissatisfied Dissatisfied Satisfied
Moderate satisfied Highly satisfied
10. Based on your experience with this store, if you were asked to make a
recommendation to friends, family and colleagues, how likely will you recommend
this store? [SA]
• Definitely would not recommend • Definitely would
recommend
• Might or might not recommend • Don’t know
11. Will you make a repeat purchase in this store? [SA]
• Yes • No • Don’t know
12. If Big Bazaar offers its products to be purchased online, how likely would you
purchase it online? [SA]
• I will probably buy • I will probably not
buy
• I may or may not buy • Don’t know
13. Please indicate your profession [SA]
• Professional/ Manager • House wife
• Businessman • Work from home
• Retiree • Unemployed
• Student • Refused
14. Please indicate your age group? [SA]
• 15-19 years • 50-59 years
• 20-29 years • 60 years and above
• 30-39 years • Refused
• 40-49 years
CSI CALCULATION
Parameter P Weighting A Performance Weightage Weightage
Score B (avg of 1) C (avg of
1)*Score
D=B*C
Location 3 6.14 0.61 3.74
Overall 5 5.68 1.02 5.79
Environment
Range of 9 6.80 1.83 12.44
Products
Availability of 2 5.12 0.40 2.04
Brochures
Product 4 6.06 0.81 4.90
Quality
Product 4 6.52 0.81 5.28
Packaging
Delivery 3 5.76 0.61 3.51
Commitment
s
Price 9 5.58 1.83 10.21
Competitiven
ess
Resolve 4 5.82 0.81 4.71
Complaints
Communicati 6 6.46 1.22 7.88
on
Average 4.9 5.9 0.995 6.05
Suggestions by some Respondents
1. Mr. H.S. Mishra – Delivery commitments are not
made and Wrong information provided in newspaper.
2. Mr. A.K. Shukla – Should provide home delivery
services and increase product range on competitive
prices.
3. Mr.S. Mahajan – To increase floor area.
4. Mrs. Rama- To increase number of outlets.
5. Ms. Pooja Khanna- More discounts on MRP.
6. Mr. Vivek- Proper sitting arrangement & proper guide.
7. Mrs. Simmi- Play-rooms for children
8. Mr. Tashi- More cash counter should be there.
