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By

Arul Paul Raj FShreya Singh

Niraj Kumar Rai

Under the Guidance ofMrs. Bianka Ray Chowdry

SCHOOL of INSPIRED LEADERSHIPGURGAON

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CERTIFICATE

This is to certify that Mr. Arul Paul Raj F, Niraj Kumar Rai and Ms. ShreyaSingh have successfully completed the project titled “Customer delight andits impact on business”, in Big Bazaar. It is an independent research workdone under my supervision during the year 2013. It is being submitted to theSchool of Inspired Leadership for the award of the program completionCertificate.

Signature of Project Guide Signature of FacultyGuideDesignation DesignationCompany Stamp Institute Stamp

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Acknowledgement

A Project usually falls short of its expectation unless guided by the rightperson at the right time. Success of a project is an outcome of sincereefforts, channeled in the right direction, efficient supervision and the mostvaluable professional guidance. This project would not have beencompleted without the direct and indirect help and guidance of suchluminaries. They provide me with the necessary recourses and atmosphereconductive for healthy learning and training.

At the outset we would like to take this opportunity to acknowledge thevery thoughtful and patient guidance we have received from our projectguide Mrs. Bianka Ray Chowdry, without her critical evaluation andsuggestion at every stage of the project, this report could not have reachedits present form. In addition, we would like to acknowledge, Mr. AsisPatnaik for permitting us to visit the Big Bazaar stores and has criticallyevaluated each and every step in evolving this project report.

Lastly, we would like to thank all the employees and customers of BIGBAZAAR and our colleagues who gave us fruitful information to completeour project.

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TABLE OF CONTENTS

1. Brief company profile ……………………………………………….... 52. About the company …………………………………………………… 5

3. Innovations of big bazaar ……………………………………………. 7

4. Facilities offered by big bazaar …………………………………….. 7

5. Brand analysis …………………………………………………………. 8

6. Competitors …………………………………………………………….. 9

7. Organization culture analysis ……………………………………… 10

8. Swot analysis ………………………………………………………….. 11

9. Organization structure ………………………………………………. 11

10. Executive summary ………………………………………………12

11. List of variables ……………………………………………………13

12. Research methodology …………………………………………...15

13. Analysis & interpretation ………………………………………..17

14. Recommendations & way forward ……………………………..21

15. Bibliography ………………………………………………………..22

16. Appendix …………………………………………………………….23

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Brief Company ProfileVision:“To deliver Everything, Everywhere, Everytime to Every Indian Consumer inthe most profitable manner.”

“India’s transformation into the legendary ‘Sone ki Chidiya’ (goldenbird), taking wings once again to reach greater heights”

Mission:

We share the vision and belief that our customers and stakeholdersshall be served only by creating and executing future scenarios in theconsumption space leading to economic development.

We will be the trendsetters in evolving formats, creating retail reality,making consumption affordable for all customer segments – for classesand 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.

About the companyFuture Group is India’s leading business group that caters to the entire

Indian consumption space. Led by Mr. Kishore Biyani, the Future Groupoperates through six verticals: operates through six verticals: Retail, Capital,Brands, Space, Media and Logistics. As it focuses entity driving the growth ofthe group’s value retail business, Future Group will continue to deliver morevalue to its customers, supply partners, stakeholders and communitiesacross the country and shape the growth of modern retail in India.

Every day, Future group brings multiple products, opportunities andservices to millions of customers in India. Through over 15 million square feetof retail space, it serves customers in 85 cities and 60 rural locations acrossthe country. Most of all, it help’s India shop, save and realize and aspirationsto live a better quality of life every day.

Future group understands the soul of Indian customers. As one ofIndia’s retail pioneers with multiple retail formats, it connects a diverse andpassionate community of Indian buyers, sellers and business. The collectiveimpact on business is staggering; around 220 million customers walk into thestores each year and choose products and services supplied by over 30000

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small, medium and large entrepreneurs and manufacturers from acrossIndia. And this number is set to grow.

Future group employs 35000 people directly from every section of oursociety. It sources suppliers from enterprises across the country, creatingfresh employment, impacting livelihoods, empowering local communities andfostering mutual growth.

Future group believes in the ‘Indian dream’ and have aligned itsbusiness practices to large objective of being a premier catalyst inIndia’s consumption-led growth story. Working towards this, future group areushering positive socio- economic change in communities to help the Indiandream fly high and the ‘sone ki chidiya’ soar once again. This approachremains embedded in future group ethos even as it rapidly expands itsfootprints deeper into India.

BIG BAZAAR is a chain of hypermarket in India. Currently there are120 stores across 70 cities and towns in India. Big Bazaar id designed as anagglomeration of bazaar or Indian market with clusters offering a wide rangeof merchandise including fashion and apparels, food products, generalmerchandise, furniture, electronics, book, fast food, leisure andentertainment section.

Brief History of the Big Bazaar:

Big bazaar was launched in September, 2001 with the opening of itsfirst four stores in Calcutta, Indore, Bangalore and Hyderabad in 22 days.Within a span of ten years, there are 120 Big Bazaar stores in 70 cities andtowns across India.

Big Bazaar was started by Kishore Biyani, the Group CEO andManaging Director of Future Group. Though Big Bazaar was launchedpurely as a fashion format including apparel, cosmetics, accessory andgeneral merchandise, over the years Big Bazaar has included a wide range ofproducts and service offering under their chain. The current formats includeBig Bazaar, Food bazaar, Electronic bazaar and Furniture bazaar. The storesare customized to provide the feel of mandis and melas while offering themodern retail feature like Quality, Choice and convenience. As the modernIndian family’s favorite retail store, Big Bazaar is popularly known as the“Indian Wal Mart”.

On successful completion of ten years in Indian retail industry, in 2011,Big Bazaar has come up a new logo with new tag line ‘Naye India ka Bazaar’replacing the earlier ones ‘Isse Sasta Aur Accha Kahin Nahin’

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Innovations of Big BazaarWednesday Bazaar:

Big Bazaar introduced the Wednesday Bazaar concept and promoted itas “Hafte Ka Sabse Sasta Din”. It was mainly to draw customers to the storeson Wednesdays, when least number of customers is observed. According tothe chain, the aim of the concept is "to give homemakers the power to savethe most and even the stores in the city don a fresh look to make customersfeel that it is their day".

Sabse Sasta Din:With a desire to achieve sales of Rs 26 Crore in a one single day, Big

Bazaar introduced the concept of "Sabse Sasta Din". The idea was to simplycreate a day in a year that truly belonged to Big Bazaar. This was launchedon January 26, 2006 and the result was exceptional that police had to comein to control the mammoth crowd. The concept was such a huge hit that theoffer was increased from one day to three days in 2009 (24 to 26 Jan) and tofive days in 2011 (22-26 Jan).

Maha Bachat:Maha Bachat was started off in 2006 as a single day campaign with

attractive promotional offers across all Big Bazaar stores. Over the years ithas grown into a 6 days biannual campaign. It has attractive offers in all itsvalue formats such as Big Bazaar, Food Bazaar, Electronic Bazaar andFurniture Bazaar - catering to the entire needs of a consumer.

The Great Exchange Offer:On February 12, 2009 Big Bazaar launched "The Great Exchange

Offer", through with the customers can exchange their old goods in for BigBazaar coupons. Later, consumers can redeem these coupons for brand newgoods across the nation.

Facilities Offered By Big BazaarOnline shopping:Big bazaar has an official website FutureBazaar.com, which is one of the mostfavorite sites among people of India for online shopping. Future bazaar is anonline business venture of Future group, which sells an assortment ofproducts such as fashion, which includes merchandise for men and women,mobile handsets and electronics like home theatres, video cameras, digitalcameras, LCD TVs, kitchen appliances and many more.

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Discounts:“Hfte ka sabse sasta din” was introduced by Big Bazaar, wherein extra

and special discounts were offered on Wednesday every week, to attract thepotential buyers into their store.

Core Values: Indianness: Confidence in ourselves.

Leadership: To be a leader, both in thought and business.

Respect & Humanity: To respect every individuals and be humble inour conduct.

Introspection: Leading to purposeful thinking.

Openness: To be open and receptive to new ideas, knowledge andinformation.

Valuing and Nurturing Relationships: To build long term relationships.

Simplicity & Positivity: Simplicity and Positivity in our thought,business and work.

Adaptability: To be flexible and universal laws of nature.

Flow: To respect and understand the universal laws of nature.

Brand AnalysisCompany:

Future Group’s businesses focus on developing and operating modernretail brands and distribution networks for the consumption sector in India.Built over more than two decades, the group’s flagship companies focus onthree distinct businesses – hypermarkets business operated by FutureRetail Limited, an integrated lifestyle fashion business operated by FutureLifestyle Fashion Limited and an FMCG and food distribution businessoperated by the Future Ventures Limited. Some of the other businessesinclude telephony service under the brand T24, supply chain and logistics,educational services, financial services.

Brand Values:Future Group was founded on a simple idea: Rewrite rules, retain

values. Its tagline is “UDNA HAI.AAJ ABHI.” The company is committed tobeing a catalyst of positive change in the communities, societies andbusiness sectors. They envision India’s transformation into the legendary'Sone Ki Chidiya' (golden bird), taking wings once again to reach greaterheights.

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Customer:According to Kishore Biyani's 3-C theory, Change and Confidence among

the entire population is leading to rise in consumption. Big Bazaar hasdivided India into three segments:

1. India one: Consuming class which includes upper middle and lowermiddle class (14% of India's population).

2. India two: Serving class which includes people like drivers, householdhelps, office peons, liftmen, washer men, etc. (55% of India'spopulation) and

3. India three: Struggling class (remaining 31% of India's population).

While Big Bazaar is targeted at the population across India one and Indiatwo segments, Aadhaar Wholesale is aimed at reaching the population inIndia three segment. With this, Future Group emerged as a retaildestination for consumers across all classes in the Indian society.

CompetitorsSpencer:

Spencer’s Retail Limited is a multi-format food-first retailer providinga wide range of quality products to discerning young customers - well-travelled citizens of the world, looking out for authentic flavors andexperiences in a fun-filled shopping environment. Its brand positioning –Makes Fine Living Affordable – embodies this approach, delighting shopperswith the best products and services that enable a fine living at reasonableprices while providing them with a warm, friendly and knowledgeable retailenvironment. They keep themselves out of the retail race saying, “We do notwant to be named as sabse sasta.”

Easy Day:Easyday presently has 220 stores across 13 states. It is an equal joint

venture between Bharti and Walmart called Bharti Walmart Private Limitedstarted in 2007, with the intention of doing wholesale business, throughBest Price Modern Wholesale stores.Easyday has aggressive plans forexpansion and is aiming to have 332 stores by December 2013 and later638 stores by December 2018.

It has stores in 3 formats i.e. the standard neighborhood stores arecalled Easyday and have their presence in over 190 locations, the compacthypermarkets are termed Easyday Market, which are mid-sized stores andfunction in 22 marts; and large hypermarket style stores are namedEasyday Hyper, with just one store so far. Easyday has also partnered withMoneygram International that provides customers the facility of money

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transfer at their stores. This facility was initially launched at 121 stores inMay 2011.

Reliance Retail:With a vision to generate inclusive growth and prosperity for farmers,

vendor partners, small shopkeepers and consumers, Reliance Retail Limited(RRL), a subsidiary of RIL, was set up to lead Reliance Group’s foray intoorganized retail. Based on its core growth strategy of backward integration,RRL has made rapid progress towards building an entire value chainstarting from the farmers to the end consumers. In-store initiatives, widerproduct choice and value merchandising enabled the business to achieverobust growth during this period. It has a total of 1,466 stores in India withan area of approx. 9 million square feet.

Organization Culture AnalysisBig Bazaar is very young and energetic organization and they believe thatservice is their core philosophy and people are the most importantresources.The following activities are carried out by the Human Resource Departmentin the concern with the management:

Training:The retailing knowledge is developed in the employees through

training. The training period is usually of one month after the selection. Theemployees are well trained in various fields which gives the scope for jobrotation. This prevents monotony and boredom of job.

Performance Appraisal:The organization’s compensation philosophy is “Pay for performance,

Promote for potential”. The employees who have met or exceededperformance standards are awarded bonuses. Big Bazaar employees alsoenjoy post-retirement benefits including provident fund and gratuity. Thecompany also provides financial assistance in all cases where the employeesseek the company’s financial support like in medical emergency forhim/herself or their families.

Awards and Rewards:Every month award is given to the best employee to recognize and

encourage their effort as the employee of the month. The best department isalso awarded. A gift voucher of Rs.1000/- is given to the best employee ofthe month. The employee’s performance, sincerity, punctuality, etc. are thefew criteria that are considered for the “Best employee of the month” award.

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Retention Strategy:The organization strives to foster a feeling of well-being in its

employees through care and respect. The company has several structuredprocesses including employee monitoring and grievance managementprograms which are intended to facilitate a friendly and cohesiveorganization culture. Offsite activities and various competitions andmatches are encouraged to improve inter personal relationships.

Week off:Every employee gets a holiday for one day in a week called the “week

off”. Employees are empowered to adjust their holiday according to theirconvenience in the case of emergency or according to their necessities.

Meetings:Meetings for all the employees of the store are conducted every

Saturday morning and discussion are done on various aspects of theorganizational operations, employee problems, customer problems, etc.

SWOT ANALYSIS1. Strengths

Everyday low pricing Point of purchase Experience marketing team executive staff Emphasis on providing total customer satisfaction Variety of stuff under single roof Maintain good employee-employer relationship

2. Weakness Failing revenue/sq.ft Unable to meet store targets Unavailability of popular brands

3. Opportunities Population of country is growing where the scope of market is

kept on increasing for retail sector. Evolving consumer preference Organized retail presently nearly 5% in India. So it acts as a

great opportunities to the organization for its growth.

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4. Threats Competition from organized retail players which are in market

and are emerging. Competition from local retailers.

Organization StructureIt’s a part of framework in which the activities of the organization’s membersare coordinated. The four basic structural forms are the functional form,divisional structure, matrix structure and network structure.

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Executive SummaryThe project was carried out with an objective of knowing satisfactionlevel of customer at Big Bazaar and do customers are aware about thedifferent types of products and Services and different offers provided atBig Bazaar. The total sample size taken was one hundred and thirty five(135) customers of NCR regions of Big Bazaar. The research shows thatthe customer delight at Big Bazaar is satisfactory and so manycustomers are not aware of the loyalty programs and services providedby the Big Bazaar which are not provided by other Retail stores.

On the other hand we have also found that some of the customers ofBig Bazaar who are delighted with the working style of retail store, butwant a continuous updates about the new offers and other products ofBig Bazaar. So that they can be updated while seating at home. Theresearcher used the methods of questionnaire, interview andobservation to know and understand the customer delight and itsimpact on business.

Title of the project: “Customer delight and its impact on business”.

Project Objective:Our main objective was to find out the relationship between customer

delight and its impact on the business profitability. By focusing on the levelof satisfaction obtained by the customers with respect to Big Bazaar wecould identify and understand the factors influencing the customer to selecta product. We have to analyze the expectations of the customer’sperceptions in view of the verity of services provided by the Big Bazaar.Through surveys we could Analyze customer’s requirements and provide theproducts best suited to their needs. In this retail sector, to be successfuland competitive Big Bazaar has to provide quality materials and services atthe most competitive and self-pursuing rate to gain the favor of thecustomers through which we could have an impact in the business.

Scope of the Project:Retail stores of Big Bazaar:

1. Big Bazaar(Great India Palace, Noida)2. Big Bazaar(Wazirpur, New Delhi)3. Big Bazaar (Vasant Square Mall, Vasant Kunj)4. Big Bazaar (Ambience Mall, Gurgaon)5. Big Bazaar ( Inderlok, New Delhi)6. Big Bazaar (Mayur Vihar, New Delhi)

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Customer delight:We have defined customer delight based on the following parameters;

1. Product Range2. Product Display3. Product availability4. Freshness of Fruits and Vegetables5. Store ambience6. Communication of offers7. Relevance of offer to the customers8. Easiness of exchange9. Time to bill10. Billing accuracy11. Convenience of store location12. Easiness in carrying the purchased goods to the parking13. Product knowledge of staff14. Staff engagement15. Effectiveness of the loyalty program16. Pricing

Variables to study:We undertook an exploratory research to find out about the

independent variables. The following is a list of the independent variablesbased on the marketing, human resource and business processperspectives.

List of variablesMarketing:1. Display (Shelf wise positioning, eye contact level positioning)2. Quality (Vegetables, fruits and food products, etc.)3. Variety and range (range available and brands within the range)4. Discount and offers (varieties of offers)5. Labelling and Proper placement (Placement of complementary

products)6. Ambience of the shop7. Adaptation of latest technology8. Offer visibility9. Price10. Promotion11. Location of the store12. Hygiene factors13. Customer Engagement14. Segmentation (with respect to floors and visibility)

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Business Processes:1. Billing2. Inventory3. Infrastructure Services (Wash Rooms, Parking, Food Stalls, Drinking

water, ATM, etc.)4. Exchange Policies (Date, Time, Products, etc.)5. Creativity (In all aspects)

Human Resources:1. Employee Engagement2. Trainings- Customer engagement & Brand awareness3. Work force allocation4. Proper attire (Dress Code)5. Hospitality

Research MethodologyWe have conducted the research in 2 phases:

1st phase:Our project objective was clear but the factors were not known. Hence

it was an ambiguous problem. An explorative research was done to collectthe factors on which customer delight depends.

2nd phase:In this phase we did a conclusive research. In the conclusive research

we did both descriptive and causal research to find about the factors whichBig Bazaar stores needed to work on to improve the customer delight.

Phase 1: Explorative researchSampling method:

The sampling method that used was stratified sampling and in thatsimple random sampling method. Stratified sampling was done to get asample from different areas of Delhi and NCR regions so that the entireregion is covered. We divided the whole NCR region into 6 strata’s or regionswhich were told to visit:1. Gurgaon2. East Delhi3. North Delhi4. South Delhi5. West Delhi6. Noida

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Within these 6 regions we have identified different stores of Big Bazaar andcompetitors which we have covered during the 1st phase.

Sample size:We covered 5 Big Bazaar stores and 5 stores of competitors in this

phase. The Big Bazaar stores which we visited were:1. Big Bazaar (Ambience Mall)2. Food Bazaar (Select City Walk Saket)3. Big Bazaar (Sahara Mall)4. Big Bazaar (Netaji Subash Metro Station)5. Big Bazaar (Sector 47, Gurgaon)

The stores of the competitors which we visited were:1. Spencer’s (MGF Megacity Mall, Gurgaon)2. Reliance Mart (Sector 29, Gurgaon)3. Vishal Mega Mart (Pitampura)4. Vijay Sales (Pitampura)5. Spencer’s (Jharsa Road, Gurgaon)

Instruments:Since our agenda was to collect the factors on which customer delight

depends we have identified 3 verticals which are people, process andproduct parameters. We have used an unstructured, disguised andparticipative observation technique to analyze the data.

Phase 2: Conclusive Research

Sampling method:The sampling method that we used to select a Big Bazaar store was

stratified sampling and under which judgment sampling method was usedto select the particular store.

Stratified sampling was done to get a sample from different areas ofDelhi and the NCR region so that the entire region is covered and judgmentsampling was used in order to select the store which best represents thepopulation. We used random sampling method to conduct the surveys andinterviews.

Sample size:We visited 6 Big Bazaar stores which were:

1. Big Bazaar(Great India Palace, Noida)2. Big Bazaar(Wazirpur, New Delhi)3. Big Bazaar (Vasant Square Mall, Vasant Kunj)

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4. Big Bazaar (Ambience Mall, Gurgaon)5. Big Bazaar ( Inderlok, New Delhi)6. Big Bazaar (Mayur Vihar, New Delhi)

Instruments:We used 3 instruments to collect data that are:

1. Questionnaire- 135 customers2. Interview -17 customers and employees3. Observation - 6 stores

We have used the SPSS tool to analyze the data through chi-square andsignificance level techniques.

SPSS:SPSS (Statistical Package for the Social Sciences) is a computer

application that provides statistical analysis of data. It allows for in-depthdata access and preparation, analytical reporting, graphics and modelling.

Chi-Square:Chi-square is a statistical test commonly used to compare observed

data with data we would expect to obtain according to a specific hypothesis.Chi squared is a simple test that compare two groups.

Significance level:The likelihood that, a result or relationship, is caused by something

other than mere random chance. Statistical hypothesis testing is,traditionally employed to determine, if a result is statistically significant ornot. In general, a 5% or lower value is considered to be statisticallysignificant.

Analysis & Interpretation

Segmentation of different questionsOpinions Strongly

DisagreeDisagree Agree Strongly

AgreeDisplayProducts are well displayed 72.60%VarietyEnough variety of products 75.40%Availability of brands 45% 45%Stock of advertised merchandise 77.8%

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QualityFreshness of vegetables 62.70%OffersEffective communication of offers 69.60%Suiting customer needs 69.60%Low Prices compared to other retailers 58.50%Exchange processEase of exchange process 65.90%Billing processLow waiting time for billing 44.40%Accurate processing of orders 80%Convenience of location and parkingConvenience of store location 64.40%Convenience of carrying purchased goodsto the parking

57%

Loyalty programValue addition because of the loyaltyprogram

75%

Preference of differentsegment

Ranking(Top)

Food 47%Apparel 19.30%General Merchandise 20.70%

Above BelowOverall ambience compared toother stores

85.20%

Stock availability compared toother retailers

70.40%

Exchange process compared toother stores

66.70%

Billing process compared toother stores

68.90%

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Comparison of Number of visits with the other factors

Factors SignificantValue

Freshness of vegetables .000Store Location .000The offers available suit my needs .017The offers are well communicated .074Brand .086Loyalty Program Awareness .154Advertised merchandise are in stock .184Exchange Process .197Order is always processed accurately .314Waiting time for billing .375Convenience in carrying the purchasedgoods to parking

.572

Display .589Value addition through Loyalty program .616Knowledge level of staff .705Store atmosphere .737Customer Engagement .737Variety of products .814Price of products .857

Hence from the above table we can see that the number of visits has a highdependency on the parameters:

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Comparison of Ticket size with the other factors

Factors SignificantValue

Knowledge level of staff .001Exchange Process .009Convenience in carrying the purchasedgoods to parking

.050

Advertised merchandise are in stock .128Freshness of vegetables .128Variety of products .140Order is always processed accurately .145Waiting time for billing .173The offers available suit my needs .213Price of products .221The offers are well communicated .407Brand .434Display .441Loyalty Program Awareness .488Customer Engagement .497Store Location .581Value addition through Loyalty Program .585Store atmosphere .942

Analysis of Interview:We conducted 17 interviews of customers and asked to rate the belowparameters on a scale of 1-5(1 being the lowest and 5 being the highest).The below table shows the mean of the values obtained in the interviews onthe below parameters.

Parameters Mean valueOffers 3.25Quality 3.4Price 3.62

Range of products: 3.63Knowledge of staff 3.96Eagerness to help 3.96Display 4.43Meeting expectations (%) 77%

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Recommendations & Way Forward

For improving the number of visits: Make carrying goods to the parking more convenient Improve the freshness of the vegetables. Improve the offer mix which adds value Increase the number of brands. Make the exchange process easy and stress-free. Improve hygiene factors in the food section.

For improving ticket size: Reduce the waiting time for billing and speed up the entire check

out process. Increase the awareness of the loyalty program and emphasis on the

value addition it has in the customer shopping experience. Improve the knowledge level of staff on products. Communicate the offers effectively which makes an impact. Focus more on the Apparel and General merchandise segment to

improve customer perception of these segments. Improve the product display in terms of labeling and placements in

the apparel section. Improve the Work Force Allocation in the general merchandise

section.

Research Limitations: The study is only for the big bazaar confined to a particular location

and a very small sample of respondents. Hence the findings cannotbe treated as representative of the entire retail industry.

Respondents may give biased answers for the required data. Some ofthe respondents did not like to respond.

Respondents tried to skip some of the statements by simply notanswering them. This was one of the most important limitationfaced, as it was difficult to analyze and come at a right conclusion.

Conclusion:As most of the retail industries did market research before entering intomarket, same thing was done by Big Bazaar on the basis of Location,market, consumer perception. Big bazaar, a part of future group is ahypermarket offering a huge array of goods with quality for all at affordableprices. Big bazaar with over 140 outlets in different part of India is presentin both the metro cities as well as in small towns. Big bazaar can attractmore customers by different variety and assortments.

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They can improve customer delight by providing more brands, and byreducing the billing time as they are the major factors which we have foundin our study. We can conclude that Big Bazaar is one of the major retailindustries in India. Working environment is good and also the variousfacilities is provided to increase the customer services. There exist a healthy& strong relationship between employees and managers. The employeesaccept their responsibility wholeheartedly and perform the services in wellmanner that satisfied the customers.

Bibliography:1) The Essential Guide to Employee Engagement: Better Business

Performance through staff satisfaction By Sarah Cook 2.2) http://www.custominsight.com/employee-engagement-survey/what-

is-employee-satisfaction.asp3) http://www.forbes.com/sites/sylviavorhausersmith/2013/08/14/ho

w-the-best-places-to-work-are-nailing-employee-engagement/4) http://www.engageforsuccess.org/wp-

content/uploads/2012/09/file52215.pdf5) http://www.tcs.com/SiteCollectionDocuments/White%20Papers/Con

sulting-Whitepaper-Indian-Retail-Operations-Benchmarking-Excellence-Survey-0113-1.pdf

6) Retailing & Merchandizing, Harvard Business Review

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AppendixCustomer delight survey

Q1) Age: less than 18 [ ] 19-25 [ ] 26-40 [ ] 40+ [ ]Q2) Gender: Male [ ] Female [ ]Q3) Occupation: Service [ ] Business [ ] Student [ ] Housewife [ ] Retired [ ]Q4) How many times do you visit in a month: 0 [ ] 1-2 [ ] 3-5 [ ] >5 [ ]Q5) Monthly Expenditure at Big Bazaar:<2000[ ] 2000-5000[ ] 5001-8000[ ] >8000[]Q6) Do you have difficulty in finding the product you are looking for: Yes [ ] No [ ]

Opinions Strongly Disagree Agree StronglyDisagree Agree

Q7a) I find enough variety of products [ ] [ ] [ ] [ ]

Q7b) The products are well displayed [ ] [ ] [ ] [ ]

Q7c) I always find the brand I am looking for [ ] [ ] [ ] [ ]

Q7d) Advertised merchandise are in stock [ ] [ ] [ ] [ ]

Q7e) Vegetables available in the store are fresh [ ] [ ] [ ] [ ]

Q7f) Store atmosphere & décor are appealing [ ] [ ] [ ] [ ]

Q7g) The offers are well communicated [ ] [ ] [ ] [ ]

Q7h) The offers available suit my needs [ ] [ ] [ ] [ ]

Q7i) The exchange process is hassle free [ ] [ ] [ ] [ ]

Q7j) I don’t have to wait for long for billing [ ] [ ] [ ] [ ]

Q7k) My order is always processed accurately [ ] [ ] [ ] [ ]

Q7l) The store location is convenient for me [ ] [ ] [ ] [ ]

Q7m) It is convenient for me to carrypurchased goods to the parking [ ] [ ] [ ] [ ]

Q7n) I find staff of the store engaging [ ] [ ] [ ] [ ]

Q7o) I find the staff at store wellknowledgeable about the product [ ] [ ] [ ] [ ]

Q7p) Are you aware about the loyalty program of this store: Yes [ ] No [ ]

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Q7q) If Yes, The loyalty program addsvalue to my shopping experience [ ] [ ] [ ] [ ]

Q7r) I find Big Bazaar’s prices are lowcompared to other retailers [ ] [ ] [ ] [ ]

Q8) Which segment do you like the most in Big Bazaar:

Sections: Ranking: (1 being the highest)a) Food [1] [2] [3]b) Apparel [1] [2] [3]c) General Merchandise [1] [2] [3]

Q9) Position of Big Bazaar in terms of the below parameters compared with otherRetailers:

a) Service offered by our staff: above [ ] below [ ]

b) Processes:Billing process above [ ] below [ ]Stock availability: above [ ] below [ ]Exchange process: above [ ] below [ ]

c) ProductFood section: above [ ] below [ ]Apparel: above [ ] below [ ]General Merchandise: above [ ] below [ ]

d) Overall Ambience: above [ ] below [ ]

QuestionnaireCustomers:

1. How happy are our employees to serve you every day?2. Was there good range of products?3. How satisfied are you with the price that you pay for the products you

buy?4. Was the customer service representative very courteous?5. How do you rate the cleanliness and spacious atmosphere of Big

Bazaar? (1-5)6. Are the products displayed reachable to you?7. Does music makes you serene to shop?8. Do you wait for a long time in the cash counters?9. What is your convenient time of shopping?

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Employees:1. Have you received recognition or praise for doing good work?2. Does your supervisor, or someone at work, seem to care about you as

a person?3. Is there someone at work who encourages your development?4. At work, do your opinions seem to count?5. Does the mission/purpose of your company make you feel your job is

important?6. Are your associates (fellow employees) committed to doing quality

work?7. Do you have a best friend at work?8. In the last six months, has someone at work talked to you about your

Progress?9. In the last year, have you had the opportunities at work to learn and

grow?