CUSTOMER SATISFACTION ON RETAIL OUTLET WITH SPECIAL REFERENCE TO

BIG BAZAR

A Dissertation submitted in partial fulfillment of the

requirements for the award of the degree of
Master of Business Administration
from DAVV , Indore.

Project Guide : Submitted By:

Mrs. Yamini Karmakar
Nikesh Sarkar
IM-2k4-33
MBA(MS)5Yrs VII
Sem

INTERNATIONAL INSTITUTE OF PROFESSIONAL STUDIES

DEVI AHILYA VISHWA VIDYALAYA, INDORE
2007
 Certificate

This is hereby to certify that Mr. Nikesh Sarkar who is a student of IIPS , DAVV
, Indore has successfully completed her marketing research project titled
"Customer satisfaction on retail outlet with special reference to Big Bazar"
under my guidance. The work done by her is genuine and authentic. Her work is
found to be satisfactory. We wish her all the success in future.

Internal Examiner External Examiner

--------------------- ------------------------
Signature Signature

Date : Date :
 Declaration

I, Nikesh Sarkar, student of IIPS, DAVV, Indore, hereby declare that the work
done by me to do the marketing research project titled “Customer satisfaction
on retail outlet with special reference to Big Bazar " is genuine and authentic.
All the information furnished is on the basis of responses given by the
customers in questionnaire.

Nikesh Sarkar
M.B.A.(MS) 5Yrs - VII Sem,
IIPS ,
Indore.
 Acknowledgement

The expression of words lose significance, when I turnover the pages of my

mental encyclopedia to make an appealing forward of gratitude and obligation.

I at the very onset express my gratitude to Prof. Geeta Nema, who has always
inspired me and shown her keen interest for the completion of my project.

I wish to express my sincere gratitude to Mrs. Yamini Karmakar for the

conceptual guidance and encouraging support. I am immensely thankful to all
the respondents who extended all the necessary help for the completion of my
project.

I would also like to thank all my friends and batch mates who have helped me
directly or indirectly in completion of this project.

Date:- Nikesh Sarkar

 Contents

Chapter - 1
Introduction :
• Conceptual Framework
• Rationale of Study

Chapter - 2
• Review of Literature

Chapter - 3
Research Methodology :
• Problem Statement
• Research Objectives
• Research Hypothesis
• Type of Research
• Research Design
• Sample size
• Tools of data collection
• Techniques of Analysis

Chapter - 4
Analysis :
• Pie - Charts and Graphs
• Hypothesis Testing

Chapter - 5
Conclusion :
• Findings and discussion
• Limitations

Appendices
• Bibliography
• Questionnaire
• Raw Score Data Sheet
 CHAPTER - 1

Introduction

• Conceptual Framework

• Rationale of Study
Conceptual Framework:

A business survives for & due its customer. The customer base is that
boat in which the business sails across the river of market; therefore it is
responsibility of business to take care of its customer satisfaction.
Whether the customer is satisfied after the purchase depends upon the
offer’s performance in relation to the buyer’s expectations.
In General:
Satisfaction is a person’s feeling of pleasure or disappointment resulting from
comparing products perceived performance, against the expectations.
Philip Kotler

As the above definition of satisfaction makes it clear that the satisfaction

is a function of the difference of perceived performance & the expectations of
customer, we can have three cases by the law of trichotomy

1. Performance falls short of expectations.

2. Performance equals the expectations.
3. Performance exceeds the expectations.

In the first case when the performance is short of expectations the

customer is unsatisfied & can easily switch over to another service provider or
product.
In the second case where the performance matches the expectations, the
customer is satisfied & his chances of switching over are less.
In the third case where the performance exceeds the performance
exceeds the expectations, the customer is highly satisfied or delighted.

Many companies now are focusing towards ‘Total Customer Satisfaction’

or to at least high customer satisfaction, because the customer who are just
satisfied still find easy to switch over. High satisfaction or delight creates an
emotional affinity with the brand, at just a rational preference; the result is high
customer loyalty.
Rationale of Study:
Retail Sector in India:

Contents

• The Global Retail Industry: An Overview

• Retail Scene in India: Touching Meteoric Scales

• Different Forms of Retailing

 The Global Retail Industry: An Overview

Retail has played a major role world over in increasing productivity across
a wide range of consumer goods and services .The impact can be best seen in
countries like U.S.A., U.K.,Mexico, Thailand and more recently China. Economies
of countries like Singapore, Malaysia, Hong Kong, Sri Lanka and Dubai are also
heavily assisted by the retail sector. Retail is the second-largest industry in the
United States both in number of establishments and number of employees. It is
also one of the largest worlds wide. The retail industry employs more than 22
million Americans and generates more than $3 trillion in retail sale annually.
Retailing is a U.S. $7 trillion sector.Wal-Mart is the world’s largest retailer.
Already the world’s largest employer with over 1million associates, Wal-Mart
displaced oil giant Exxon Mobil as the world’s largest company when it posted
$219 billion in sales for fiscal 2001. Wal-Mart has become the most successful
retail brand in the world due its ability to leverage size, market clout, and
efficiency to create market dominance. Wal-Mart heads Fortune magazine list of
top 500 companies in the world. Forbes Annual List of Billionaires has the
largest number (45/497) from the retail business.

GLOBAL RETAIL (Source: CSO, MGI Study)

Top Retailers Worldwide
Rank Retailer Home Country

1 Wal-Mart Stores, Inc. U.S.A.

2 Carrefour Group France
3 The Kroger Co. U.S.A.
4 The Home Depot, Inc. U.S.A.
5 Metro Germany
(Source: STORES / Deloitte Touche Tomahatsu)

Different Forms of Retailing: Emergence of new formats of retailing in India

Popular Formats
• Hyper marts

• Large supermarkets, typically (3,500 - 5,000 sq. ft)

• Mini supermarkets, typically (1,000 - 2,000 sq. ft)

• Convenience store, typically (7,50 - 1,000 sq. ft)

• Discount/shopping list grocer

• Traditional retailers trying to reinvent by introducing self-service formats as

well as value-added services such as credit, free home delivery etc.

The Indian retail sector can be broadly classified into:

a) FOOD RETAILERS
There are large number and variety of retailers in the food-retailing sector.
Traditional types of retailers, who operate small single-outlet businesses mainly
using family labour, dominate this sector .In comparison, super markets account
for a small proportion of food sales in India. However the growth rate of super
market sales has being significant in recent years because greater numbers of
higher income Indians prefer to shop at super markets due to higher standards
of hygiene and attractive ambience.

b) HEALTH & BEAUTY PRODUCTS

With growth in income levels, Indians have started spending more on health
and beauty products .Here also small, single-outlet retailers dominate the
market .However in recent years, a few retail chains specializing in these
products have come into the market. Although these retail chains account for
only a small share of the total market , their business is expected to grow
significantly in the future due to the growing quality consciousness of buyers for
these products .

c) CLOTHING & FOOTWEAR

Numerous clothing and footwear shops in shopping centers and markets
operate all over India. Traditional outlets stock a limited range of cheap and
popular items; in contrast, modern clothing and footwear stores have modern
products and attractive displays to lure customers. However, with rapid
urbanization, and changing patterns of consumer tastes and preferences, it is
unlikely that the traditional outlets will survive the test of time.

d) HOME FURNITURE & HOUSEHOLD GOODS

Small retailers again dominate this sector. Despite the large size of this market,
very few large and modern retailers have established specialized stores for
these Products. However there is considerable potential for the entry or
expansion of Specialized retail chains in the country.

e) DURABLE GOODS
The Indian durable goods sector has seen the entry of a large number of foreign
Companies during the post liberalization period. A greater variety of consumer
Electronic items and household appliances became available to the Indian
customer. Intense competition among companies to sell their brands provided a
strong impetus to the growth for retailers doing business in this sector.

f) LEISURE & PERSONAL GOODS

Increasing household incomes due to better economic opportunities have

encouraged consumer expenditure on leisure and personal goods in the
country. There are specialized retailers for each category of products (books,
music products, etc.) in this sector. Another prominent feature of this sector is
popularity of franchising agreements between established manufacturers and
retailers.
 CHAPTER - 2

Review of Literature:-

In India the retail sector is the second largest employer after agriculture,
although it is highly fragmented and predominantly consists of small
independent, owner – managed shops .There are over 12 million retail outlets in
India , and organized retail trade is worth about Rs.12,90,000 crore
(September,2003). The country is witnessing a period of boom in retail trade,
mainly on account of a gradual increase in the disposable incomes of the middle
and upper-middle class households. More and more corporate houses including
large real estate companies are coming into the retail business, directly or
indirectly, in the
form of mall and shopping center builders and managers. New formats like
super markets and large discount and department stores have started
influencing the traditional looks of bookstores, furnishing stores and chemist
shops. The retail revolution, apart from bringing in sweeping, positive changes
in the quality of life in the metros and bigger towns, is also bringing in slow
changes in lifestyle in the smaller towns of India. Increase in literacy, exposure
to media, greater availability and penetration of a variety of consumer goods
into the interiors of the country, have all resulted in narrowing down the
spending differences between the consumers of larger metros and those of
smaller towns.

However, the supply of quality real estate space would be instrumental in

propelling the future growth momentum of the retail sector in India. The
addition of better and affordable retail space would enable retailers to deliver
more better-quality products and services to the consumers, resulting in
increase in operational efficiencies and decline in costs for the supply chain.
India is one of the complex real estate markets in the world due to the large
degree of variation and inconsistence in the market practice and regulatory
norms. A combined effort by both central and state governments in terms of
appropriate zoning laws, transparency in ownership, and availability of loans for
retail land, is very much necessary for reducing existing bottlenecks

.
 CHAPTER - 3

Research Methodology

• Problem Statement

• Research Objective

• Research Hypothesis

• Type of research

• Research Design

• Sampling design

• Tools of data collection

• Techniques of Analysis
 Research Methodology

Research is common parlance refers to a search for knowledge. One can

also define it as a scientific and systematic search for pertinent information on a
specific topic.
The purpose of the research is to discover answers to questions through
applications of scientific procedures. The main aim of research is to find out the
truth which is hidden and which has not been discovered as yet. Research
objectives can be grouped into the following broad groups.

• To gain familiarity with a phenomenon or to achieve new insights into it.

• To portray accurately the characteristics of a particular individuals,
situation or group.
• To determine the frequency with which something occurs or with which it
is associated with something else.
• To test the hypothesis of a casuals relationship between variables.

Here the research is done in order to analyze the customer satisfaction on retail
outlet with special reference to Big Bazar. This is done through questionnaire.
Problem Statement:
"To study the customer satisfaction of retail outlet with special reference to Big
Bazar"

Types of research:
The basic types of research are as follows:
1. Descriptive Vs. Analytical.-
Descriptive research includes surveys and fact finding enquiries of
different kinds. The major purpose of descriptive research is description of
the state of affairs as it exists at present. In social science and business
research, we quite often use the term Ex-post facto research for
descriptive research studies. The main characteristic of this method is
that the researcher has no control over the variables; he can only report
what has happen or what is happening. The method of research utilized in
descriptive research is survey methods of all kinds, including comparative
and co relational methods. In analytical research, on the other hand, the
researcher has to use facts or information already available, and analyze
these to make a critical evaluation of the material.

2. Applied Vs Fundamental:-
Research can either be applied or fundamental research. Applied research
aims at finding a solution for an immediate problem facing a society or an
industrial / business organization, whereas fundamental research is
mainly concerned with generalizations and with the formulation of a
theory. Research studies, concerning human behavior carried on with a
view to make generalizations about human behavior, are examples of
fundamental research. Research to identify social, economic or political
trends that may affect a particular institution or the copy research or the
marketing research or evaluation research are examples of applied
research.
 3. Quantitative Vs Qualitative: -
Quantitative research is based on the measurement of quantity or
amount. Qualitative research is concerned with qualitative phenomenon,
when we're interested in investigating the reasons for human behavior;
we quite often talk of 'Motivation Research', an important type of
qualitative research. This type of research aims at discovering the
underlined motives and desires, using in depth interviews for the purpose.
Attitude or opinion research that is research designed to find out how
people feel or what they think about a particular subject or institution is
also qualitative research. Qualitative research is especially important in
the behavioral sciences where the aim is to discover the underlined
motives of human behavior. Through such research we can analyze the
various factors which motivate people to behave in a particular manner or
which make people like or dislike a particular thing.

4. Conceptual Vs Empirical:-
Conceptual research is that related to some abstract idea(s) or theory. It
is generally used by philosophers and thinkers to develop new concepts
or to reinterpret existing ones. Empirical research relies on experience or
observation alone, often without due regard for system and theory. It is
data based research, coming up with conclusions which are capable of
being verified by observation or experiments. Empirical research is
appropriate when proof is sought that certain variables affect other
variables in some way.

Research Design:
A research design is the arrangement of conditions for collection and
analysis of data in a manner that aims to combine relevance to the research
purpose with economy in procedure. In fact the research design is the
conceptual structure with in which research is conducted; It constitute the
blueprint for the collection, measurement and analysis of data.
The important feature of research design is as under:
• It is a plan that specifies the sources and types of information relevant to
the research problem.
• It is a strategy specifying which approach will be used for gathering and
analyzing the data.
• It also includes the time and cost budgets since most studies are done
under these two constraints.

In brief, research design must, at least, contain- (a) A clear statement of

research problem; (b) Procedures and techniques to be used for gathering
information; (c) The population to be studied; and (d) Methods to be used
in processing and analyzing data.

Sampling Design:-
A sample design is a definite plan for obtaining a sample from a given
population. The sample design for the on hand study will be guided by following
parameters:-
1. Type of universe: The type of universe in the given study will be finite.
2. Sampling Unit: The sampling unit will consist of customers of Big Bazar.
3. Source List: This will include the list of customers of Big Bazar in Indore.
4. Size of Sample: The size of sample is 100.
5. Parameters of Interest: The parameter of interest is divided between the
investors of different gender, occupations and income groups.
6. Sampling Procedures: The probability random sampling is the sample
procedure to be used in the study.

Tools of Data Collection:

Primary Data- Preliminary data for this research project will be collected by
the means of a questionnaire designed to determine those factors that are
designated by the retailers that will be important to them in decision-making
process. The questionnaires are to be completed by the researcher with in the
confines of Indore region. Customers of Big Bazar retail outlet were the locus of
this interviewing / questionnaire filling procedure.

Secondary Data- Secondary data are to be gleamed in advance by researcher

by making conversation with the customers of Big Bazar in Indore. This
information will provide the basis for the selection of questions in the
questionnaire. In addition, secondary information will be obtained from trade
journals, magazines and from the Internet by the researcher.

Techniques of Analysis:

The statistical technique used for the analysis of the project is t-test and
frequency measurement. T-test is based on t- distribution and is considered an
appropriate test for judging the significance of the sample mean or for judging
the significance of difference between the means of two samples in case of
small sample(s) when population variance is not load. In case two samples are
related, we use paired T-test for judging the significance of the mean of the
difference between the two related samples. It can also be used for judging the
significance of the coefficients of simple and partial correlations. The relevant
test statistic, t, is calculated from the sample data and then compared with its
probable value based on t- distribution ( to be read from the table that gives
probable values of t for different levels of significance for different degrees of
freedom) at a specified level of significance for concerning degrees of freedom
for accepting or rejecting the null hypothesis. T-test applies only in case of small
samples when population variance is unknown.
 CHAPTER-4

Analysis

• Pie- charts

• Bar graphs

• Hypothesis Testing
Comparison between males and females with respect to facilities of Big
Bazar
20

19

16 16

10 11
1
9 9
GENDER
1
5 5 4 female

male
Count

2 2
0 1 1 Missing
Missing 16.00 18.00 21.00 23.00 25.00
15.00 17.00 19.00 22.00 24.00 26.00

FACILITS

Finding: Above graph gives us the conclusion that the females prefer facilities
provided by Big Bazar more than males.

Null Hypothesis: There is no significant difference between males and females

with respect to facilities provided by Big Bazar.

Group Statistics
GENDER N Mean Std. Std. Sig
Deviation Error
Mean 0.000
FACILIT male 56 17.0357 1.3878 .1855
S
female 44 23.6136 1.5130 .2281 0.000

Result: Here 0.000<0.005, hence null hypothesis is rejected.

Finding: There is significant difference between males and females with

respect to facilities provided by Big Bazar.
Comparison between Distance with respect to availability of Products at
Big Bazar
30

25

20 21
19

12
12
10 DISTANCE

7 more than 7 kms

up to 7 kms
Count

0 2 2 Missing
Missing 3.00 4.00 5.00 6.00 7.00 8.00

AVAIL

Finding: Above graph gives us the conclusion that the customers who live at a
distance of more than 7 kms are more satisfied with the availability of products
at Big Bazar.

Null Hypothesis: There is no significant difference between customers who

live at a distance of more than 7 kms and customers who live up to distance of
more than 7 kms with respect to availability of products at Big Bazar.

Group Statistics

DISTANC N Mean Std. Std. Sig

E Deviation Error
Mean 0.000
AVAIL up to 7 60 3.8833 .9583 .1237
kms
more than 40 6.5250 1.0374 .1640 0.000
7 kms

Result: Here 0.000<0.005, hence null hypothesis is rejected.

Finding: There is significant difference between customers who live at a

distance of more than 7 kms and customers who live up to distance of more
than 7 kms with respect to availability of products at Big Bazar.
Comparison between Income groups with respect to Pricing
 30

20
19
19

16

11 12 12 INC_GRP
10

more than 1 lakh

up to 1 lakh
Count

3
0 2 Missing
Missing 9.00 11.00 13.00 15.00
8.00 10.00 12.00 14.00 16.00

PRICING

Finding: Above graph gives us the conclusion that the customers with low
income group are more satisfied with the pricing of products at Big Bazar.

Null Hypothesis: There is no significant difference between customers with

low income group and customers with high income group with respect to pricing
of products at Big Bazar.

Group Statistics
INC_GRP N Mean Std. Std. Sig
Deviation Error
Mean 0.000
PRICING up to 1 44 14.6818 1.6534 .2493
lakh
more than 56 10.1786 1.4410 .1926 0.000
1 lakh
Result: Here 0.000<0.005,
hence null hypothesis is rejected.

Finding: There is significant difference between customers with low income

group and customers customers with high income group with respect to pricing
of products at Big Bazar.

Comparison between Preferences with respect to Gender

 14

1 1 11
12
12 12

10
10 3
7 8
8

7 7 5
6
6
GENDER
4
female

2
male
Count

2 2 2 2 2

0 1 1 Missing
Missing 15.00 17.00 19.00 22.00 24.00 26.00
14.00 16.00 18.00 21.00 23.00 25.00

PREFNCE

Finding: Above graph gives us the conclusion that females prefer more
products offered by Big Bazar.

Null Hypothesis: There is no significant difference males and females with

respect to preference of products at Big Bazar.

Group Statistics
GENDER N Mean Std. Std. Sig
Deviation Error
Mean 0.000

PREFNCE male 56 17.7500 2.5459 .3402

female 44 23.3409 2.3422 .3531 0.000

Result: Here 0.000<0.005, hence null hypothesis is rejected.

Finding: There is significant difference between males females with respect to

preference of products at Big Bazar.
 Striking Feature of Big Bazar

32% 28% Pricing

Location
Ambience
Offers
variety
15%
18% 7%

Report:

It is clear from the above pie chart that out of 100 respondents, 32%
people consider that Big Bazar offers better variety of products than any other
retail outlet.
 Item Purchased

22%
32%
Apparels
Food Products
4% 14% Cosmetics
18% Furniture
10%
Utensils
Daily Needs

Report:

It is clear from the above pie chart that out of 100 respondents, 32%
people prefer to purchase daily needs item from Big Bazar. Percentage of
people purchasing utensils is negligible.

CHAPTER - 5
Conclusion

• Conclusion

• Challenges for retail

• Limitations

Conclusion:
 In India the retail sector is the second largest employer after agriculture,
although it is highly fragmented and predominantly consists of small
independent, owner – managed shops .There are over 12 million retail outlets in
India , and organized retail trade is worth about Rs.12,90,000 crore
(September,2003). The country is witnessing a period of boom in retail trade,
mainly on account of a gradual increase in the disposable incomes of the middle
and upper-middle class households. More and more corporate houses including
large real estate companies are coming into the retail business, directly or
indirectly, in the form of mall and shopping center builders and managers. New
formats like super markets and large discount and department stores have
started influencing the traditional looks of bookstores, furnishing stores and
chemist shops. The retail revolution, apart from bringing in sweeping, positive
changes in the quality of life in the metros and bigger towns, is also bringing in
slow changes in lifestyle in the smaller towns of India. Increase in literacy,
exposure to media, greater availability and penetration of a variety of consumer
goods into the interiors of the country, have all resulted in narrowing down the
spending differences between the consumers of larger metros and those of
smaller towns.

However, the supply of quality real estate space would be instrumental in

propelling the future growth momentum of the retail sector in India. The
addition of better and affordable retail space would enable retailers to deliver
more better-quality products and services to the consumers, resulting in
increase in operational efficiencies and decline in costs for the supply chain.
India is one of the complex real estate markets in the world due to the large
degree of variation and inconsistence in the market practice and regulatory
norms. A combined effort by both central and state governments in terms of
appropriate zoning laws, transparency in ownership, and availability of loans for
retail land, is very much necessary for reducing existing bottlenecks.
 Accordance of ‘industry status’ to retail in India is an issue that needs to
be addressed soon. Recognition would ease financing prospects, as well as
standardize and unify taxes for the industry. An alignment of the retail sector
with the tourism sector could also promote India as a global shopping hub.

For the retail sector to achieve further growth, the spread of organised
retailing has to become a national phenomenon. According to KSA Technopak, a
leading consulting firm, the organized sector will grow to almost Rs.30, 000
crores by 2005, representing 6% of the total retail market. The top 6 cities will
account for 66% of total organized retailing. Although many international
retailers and brands still regard India as too difficult, they would welcome the
opportunity to create an appropriate joint venture, if they felt India was
changing. The growth of the organised retail industry in the country will mean
thousands of new jobs, increasing income levels and living standards, better
products, and services, a better shopping experience, and more social activities.

Challenges of Retailing in India

Retailing as an industry in India has still a long way to go. To become a truly
flourishing industry, retailing needs to cross the following hurdles:
• Automatic approval is not allowed for foreign investment in retail.
• Regulations restricting real estate purchases, and cumbersome local laws.
• Taxation, which favors small retail businesses.
• Absence of developed supply chain and integrated IT management.
• Lack of trained work force.
• Low skill level for retailing management.
• Intrinsic complexity of retailing – rapid price changes, constant threat of
product obsolescence and low margins.

The retailers in India have to learn both the art and science of retailing by
closely following how retailers in other parts of the world are organizing,
managing, and coping up with new challenges in an ever-changing
marketplace. Indian retailers must use innovative retail formats to enhance
shopping experience, and try to understand the regional variations in consumer
attitudes to retailing. Retail marketing efforts have to improve in the country
-advertising, promotions, and campaigns to attract customers; building loyalty
by identifying regular shoppers and offering benefits to them; efficiently
managing high-value customers; and monitoring customer needs constantly,
are some of the aspects which Indian retailers need to focus upon on a more
pro-active basis. Despite the presence of the basic ingredients required for
growth of the retail industry in India, it still faces substantial hurdles that will
retard and inhibit its growth in the future. One of the key impediments is the
lack of FDI status. This has largely limited capital investments in supply chain
infrastructure, which is a key for development and growth of food retailing and
has also constrained access to world-class retail practices. Multiplicity and
complexity of taxes, lack of proper infrastructure and relatively high cost of real
estate are the other impediments to the growth of retailing. While the industry
and the government are trying to remove many of these hurdles, some of the
roadblocks will remain and will continue to affect the smooth growth of this
industry. Fitch believes that while the market share of
Organized retail will grow and become significant in the next decade, this
growth would, however, not be at the same rapid pace as in other emerging
markets. Organized retailing in India is gaining wider acceptance. The
development of the organized retail sector, during the last decade, has begun
to change the face of retailing, especially, in the major metros of the country.
Experiences in the developed and developing countries prove that performance
of organized retail is strongly linked to the performance of the economy as a
whole. This is mainly on account of the reach and penetration of this business
and its scientific approach in dealing with customers and their needs. In spite of
the positive prospects of this industry, Indian retailing faces some major hurdles
(see Table 1), which have stymied its growth. Early signs of organized retail
were visible even in the 1970s when Nilgiris (food), Viveks (consumer durables)
and Nallis (sarees) started their operations. However, as a result of the
roadblocks (mentioned in Table 1), the industry remained in a rudimentary
stage. While these retailers gave the necessary ambience to customers, little
effort was made to introduce world-class customer care practices and improve
operating efficiencies. Moreover, most of these modern developments were
restricted to south India, which is still regarded as a ‘Mecca of Indian Retail’.

Limitations:

1. Sample size is limited.

2. Convenient sampling method is used.
3. Since survey method is used, the responses of the respondents might not be
authentic / reliable.
4. Since retail outlet is new experience for people of Indore so it might affect
their responses.
5. Limited time is available for survey.
 CHAPTER-6

Reference:

• Bibliography

Bibliography:

• Philip Kotler, Marketing Management, Prentice Hall of India, Millennium

Edition.
• Copper R. Donald, Research Methodology, Tata Mc Graw Hill, 6th Edition.
• Research Methodology by C.R. Kothari.
• www.google.com
•
 APPENDICES

• Questionnaire

• Raw score data sheet

 QUESTIONNAIRE

1. General Information:-
Name:…………………..
Age:…………………….
Gender: M/F
Profession:……………..
Address………………..
………………………….

2. You go to Big Bazar for purchasing following items:

(a) Apparels
(b)Food Products
(c)Cosmetics
(d)Furniture
(e)Utensils
(f)Daily Needs
(g)Other Purposes

3. How many times do you visit in retail outlets in a week:

(a) Less than two (b) Between two and five (c) More than five

4. How many times do you visit Big Bazar in a week:

(a) Less than two (b) Between two and five (c) More than five

5. I like the conduct of Sales Person in Big Bazar:

SA … A… U… D… SD…

6. I like the collection of the brands at Big Bazar:

SA … A… U… D… SD…

7. I usually go to Big Bazar for having an outing:

SA … A… U… D… SD…

8. They are charging excessively for the products:

SA … A… U… D… SD…

9. Mostly I prefer the Big Bazar to any other retail outlet:

SA … A… U… D… SD…

10. The location of Big Bazar in Indore is very suitable:

SA … A… U… D… SD…

11. I like the parking facility of Big Bazar:

SA … A… U… D… SD…
 12. The Big Bazar of Indore is not at par with the Big Bazar of other
cities:
SA … A… U… D… SD…

13. The ambience of Big Bazar is excellent:

SA … A… U… D… SD…

14. I like the restaurant facility in Big Bazar:

SA … A… U… D… SD…

15. They maintain a high degree of cleanliness:

SA … A… U… D… SD…

16. The discount provided by Big Bazar is higher than any other retail
outlet in the city: SA … A… U… D… SD…

17. The offers in Big Bazar is not to be missed opportunity:

SA … A… U… D… SD…

18. I am satisfied with the after sales services of Big Bazar:

SA … A… U… D… SD…

19. The restaurant at Big Bazar is taking the undue advantage of their
location: SA … A… U… D… SD…

20. I won’t mind traveling an extra mile while going to Big Bazar:
SA … A… U… D… SD…

21. I am satisfied with the pricing of the products:

SA … A… U… D… SD…

22. I am satisfied with the varieties of the products that Big Bazar is
providing: SA … A… U… D… SD…

23. What is the striking feature of Big Bazar:

• Pricing
• Location
• Ambience
• Offers
• variety under one roof

Gender Income Dis prof facil avail pric pref

1.0 1.0 1.0 1.0 15 3.0 14 15
1.0 1.0 1.0 1.0 18 4.0 14 18
1.0 1.0 1.0 1.0 16 5.0 16 19
1.0 2.0 1.0 1.0 17 4.0 10 16
1.0 1.0 1.0 2.0 17 4.0 15 17
1.0 1.0 2.0 2.0 18 6.0 15 17
1.0 2.0 2.0 2.0 18 6.0 9.0 16
1.0 2.0 1.0 2.0 15 3.0 9.0 16
1.0 2.0 1.0 2.0 16 3.0 10 18
1.0 1.0 1.0 1.0 16 3.0 15 18
1.0 1.0 1.0 1.0 17 3.0 16 16
1.0 1.0 1.0 1.0 17 3.0 14 16
1.0 1.0 1.0 2.0 17 3.0 16 15
1.0 1.0 1.0 1.0 17 3.0 16 14
1.0 1.0 1.0 2.0 19 3.0 14 18
1.0 2.0 2.0 2.0 17 7.0 9.0 19
1.0 2.0 2.0 1.0 19 7.0 11 19
1.0 2.0 1.0 2.0 19 4.0 11 18
1.0 1.0 1.0 2.0 16 5.0 16 18
1.0 2.0 1.0 1.0 16 4.0 10 16
1.0 1.0 1.0 2.0 21 5.0 15 15
1.0 2.0 1.0 1.0 22 4.0 10 16
1.0 1.0 1.0 2.0 16 5.0 14 16
1.0 2.0 1.0 1.0 16 4.0 9.0 17
1.0 2.0 2.0 2.0 17 8.0 9.0 18
1.0 2.0 2.0 2.0 17 8.0 9.0 18
1.0 2.0 2.0 2.0 17 6.0 10 17
1.0 2.0 2.0 1.0 17 7.0 11 17
1.0 2.0 2.0 2.0 17 8.0 11 22
1.0 2.0 2.0 2.0 18 6.0 10 25
1.0 2.0 1.0 2.0 17 4.0 9.0 25
1.0 2.0 1.0 2.0 17 4.0 9.0 24
1.0 1.0 1.0 2.0 18 3.0 16 23
1.0 1.0 1.0 2.0 17 5.0 16 23
1.0 1.0 1.0 2.0 18 3.0 15 22
1.0 2.0 1.0 2.0 19 4.0 11 15
1.0 2.0 2.0 2.0 16 7.0 12 15
1.0 1.0 2.0 2.0 16 7.0 14 16
1.0 1.0 1.0 1.0 17 4.0 14 17
1.0 2.0 2.0 1.0 18 6.0 13 17
1.0 2.0 1.0 1.0 18 4.0 11 19
1.0 1.0 2.0 1.0 17 6.0 15 18
1.0 1.0 2.0 2.0 16 6.0 16 19
1.0 2.0 1.0 1.0 15 3.0 10 16
1.0 2.0 1.0 2.0 15 3.0 9.0 16
1.0 1.0 1.0 1.0 15 3.0 11 17
1.0 1.0 1.0 1.0 16 3.0 16 19
1.0 2.0 1.0 2.0 16 3.0 11 17
1.0 2.0 2.0 1.0 16 6.0 16 16
1.0 1.0 1.0 1.0 16 7.0 8.0 15
1.0 1.0 2.0 1.0 16 3.0 10 15
1.0 2.0 2.0 1.0 19 4.0 15 17
1.0 2.0 1.0 1.0 18 7.0 12 18
1.0 1.0 2.0 2.0 16 7.0 14 19
1.0 1.0 1.0 2.0 17 3.0 15 18
1.0 2.0 1.0 2.0 17 3.0 9.0 18
2.0 1.0 2.0 2.0 25 7.0 16 25
2.0 1.0 1.0 2.0 23 3.0 16 24
2.0 1.0 2.0 2.0 23 7.0 15 23
2.0 2.0 1.0 2.0 22 3.0 8.0 23
2.0 2.0 1.0 2.0 23 3.0 9.0 22
2.0 2.0 1.0 1.0 24 3.0 10 22
2.0 2.0 1.0 1.0 24 3.0 10 21
2.0 2.0 2.0 1.0 24 7.0 10 24
2.0 2.0 2.0 1.0 24 7.0 11 25
2.0 2.0 1.0 2.0 24 3.0 9.0 26
2.0 2.0 1.0 2.0 24 3.0 9.0 26
2.0 2.0 1.0 2.0 24 4.0 10 26
2.0 2.0 2.0 2.0 18 6.0 11 25
2.0 1.0 2.0 2.0 19 6.0 15 24
2.0 1.0 2.0 2.0 22 6.0 16 24
2.0 1.0 1.0 2.0 23 4.0 16 22
2.0 1.0 1.0 1.0 25 4.0 15 23
2.0 1.0 1.0 2.0 24 4.0 14 23
2.0 1.0 1.0 2.0 26 4.0 13 25
2.0 1.0 1.0 2.0 26 4.0 14 25
2.0 2.0 1.0 2.0 25 4.0 12 22
2.0 2.0 1.0 2.0 24 4.0 11 22
2.0 2.0 1.0 2.0 24 4.0 10 26
2.0 2.0 2.0 2.0 23 6.0 10 25
2.0 2.0 2.0 2.0 23 6.0 9.0 24
2.0 2.0 2.0 2.0 23 6.0 9.0 23
2.0 2.0 2.0 2.0 24 6.0 9.0 24
2.0 1.0 2.0 2.0 24 6.0 15 25
2.0 1.0 2.0 2.0 24 6.0 15 21
2.0 1.0 2.0 2.0 25 6.0 16 16
2.0 2.0 2.0 2.0 25 6.0 10 19
2.0 2.0 1.0 1.0 25 5.0 10 18
2.0 2.0 1.0 1.0 25 5.0 11 19
2.0 1.0 1.0 1.0 25 5.0 16 19
2.0 1.0 1.0 2.0 22 5.0 14 25
2.0 1.0 2.0 2.0 23 8.0 14 26
2.0 1.0 2.0 2.0 23 8.0 16 26
2.0 2.0 2.0 2.0 23 8.0 10 25
2.0 2.0 2.0 2.0 24 8.0 10 24
2.0 2.0 1.0 2.0 22 5.0 9.0 24
2.0 2.0 1.0 2.0 23 5.0 10 23
2.0 2.0 1.0 2.0 24 5.0 10 25
2.0 2.0 2.0 2.0 24 7.0 9.0 25
2.0 2.0 2.0 1.0 25 7.0 9.0 23