International Journal of Business and Management Invention (IJBMI)

ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X

www.ijbmi.org || Volume 7 Issue 1 || January. 2018 || PP—101-104

A Study on Customers Satisfaction and Preference towards

Supermarket (BIG BAZAR )
Dr. Anil Saxena
Chartered Accountant Associate Professor, Deptt. of A/c & Law
Faculty of Commerce , K.R (P.G.) College, Mathura

Abstract
This study tends to convey customer satisfaction towards BIG BAZAR . To study the customer’s satisfaction
towards the objective of this study is to identify the level of satisfaction towards BIG BAZAR . A sample of 100
respondents - Customers residing in Coimbatore city was collected and analyzed using percentage analysis. It is
found from the study that the majority of the Customers are highly satisfied by the service rendered by the Big
Bazar . Most of the respondents opined that the Customers need products at a reduced price as given by the
competitor and also the study was concluded by saying that these suggestions are taken into consideration by
the supermarket, then BIG BAZAR products will always remain number one in the markets with utmost
satisfaction to the customers.
Keywords: - Big Bazar , BIG BAZAR products, Customers, Products

I. INTRODUCTION
Supermarket
A supermarket is a retail store that combines a department store and a supermarket, often a very large
establishment; supermarkets offer a wide variety of products such as electronic goods, groceries, vegetables and
fruits, household items, stationeries, health care products, consumer durable, dress material, furniture's
furnishing and etc… It's in retail. It's a combination of supermarket and departmental store. Supermarkets offer
shoppers a one-stop shopping experience.
Some of the most popular supermarkets include the Wall-Mart supercenter, big bazaar, reliance smart
(fun mall), Big Bazar , brook fields, prozone mall, Fred Meyer BIG BAZAR and super Kmart. The term
supermarket was coined in 1968 by French trade expert Jacques Pictet. Supermarkets typically have business
models focusing on high volume, low margin sales, typically covering an area of 5000 to 15000 square meter
(54000 to 161000 sqft).

OBJECTIVES OF THE STUDY

• To study the consumer preference on Big Bazar .
• To study the satisfaction level of customers with regard to Big Bazar .
• To find out the buying behavior of the customers coming in to Big Bazar .

STATEMENT OF THE PROBLEM

Its provide guideline for further research in the area for organized retail. Research says about customer
buying behavior towards Big Bazar . It is also important to identify the market size, growth and Market
Potential of BIG BAZAR . It shows the future Scenario of the Big Bazar from a current perspective. It shows
Opportunities and challenges for the BIG BAZAR supermarket in respect of internal & external environment.
Research says about main competitors in the field of organized retail sectors. It provides a guideline to further
extension of BIG BAZAR . Its study provides help to know the customers’ satisfaction with Big Bazar .

LIMITATIONS OF THE STUDY

• The sample size was relatively small and drawn from only Coimbatore. Due to time constraints, the sample
size is restricted to 100 respondents.
• The study being a primary one, the accuracy and reliability of data depend on the information provided by
the respondents.
• The respondent's views and opinion may hold good for the time being but may vary in the future.
• The study has been restricted to the customers of Big Bazar only.
• Insufficient time to make an in-depth analysis.

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 A Study on Customers Satisfaction and Preference towards Supermarket (BIG BAZAR )

II. REVIEW OF LITERATURE

• Jeevananda.S (July 2011) To analyze the correlation between customer satisfaction level and loyalty of the
customers. Among 100 customers surveyed, more than 60% of them prefer shopping at a supermarket. The
retailer strategies to provide many other services like easy payment system free car parking, free shipping,
rest rooms, sales persons and etc…to increase customer satisfaction levels.
• Mohd Salehaddin Mohd Zahari (Jan 2013) To analyses the food service in a supermarket. Consumers have
a greater concern with quality and price compared to the services. The result of the analyses is that the
majority of the respondents were satisfied with the overall quality of fresh products in a supermarket.

HISTORY OF BIG BAZAR

Introduction
Big Bazaar is an Indian retail chain of hypermarkets, discount department stores, and grocery stores. The retail
chain was founded by Kishore Biyani under his parent organisation Future Group.,[3] which is known for
having a significant prominence in Indian retail and fashion sectors. Big Bazaar is also the parent chain of Food
Bazaar, Fashion at Big Bazaar (abbreviated as fbb) and eZone where at locations it houses all under one roof,
while it is sister chain of retail outlets like Brand Factory, Home Town, Central, eZone, etc.
Variety of Products
BIG BAZAR offers more than 40,000 products from fresh fruit and vegetables, meat, poultry, fish, dairy
products, ready-to-eat products, a live bakery, wines, beer and spirits, personal care products, kitchenware,
crockery, electronic products and IT accessories, kid’s toys, apparel and stationery. Customers can choose from
more than 25 varieties of rice, 35 varieties of cheese from different countries, 45 varieties of fish, and 12
varieties of all major dals. While shopping, customers can enjoy fresh juices, Indian sweets, fruit salads, ice
creams, and milkshakes. These items can also be taken home.

III. RESEARCH METHODOLOGY

Area of Study
The study is exclusively done in the area of marketing. It is a process requiring care, sophistication, experience,
business judgment, and imagination for which there can be no mechanical substitutes.
Primary Data
The data or information that is collected for the first time is called primary data. The objective of the study has
been accomplished with the help of primary data collected from 100 respondents.
Research Methodology
Research in common pursuance refers to a search for knowledge in a scientific and systematic way for pursuant
information on a specified topic. Once the objective is identified, the next step is to collect the data which is
relevant to the problem identified and analyze the collected data in order to find out the hidden reasons for the
problem.
Sampling Method
The technique used for the research is on- profitability sampling because the population is infinite. The sampling
technique selected for the study is a convenient sampling technique. A convenient sampling method (non-
profitability sampling) was used to select samples.
Data Collection Method
The data collecting instrument used for obtaining the desired information was a questionnaire. The questionnaire
was structured and directed so as to make the respondents understand it easily.
Sample Size
The data is collected from 100 respondents.

TOOLS FOR DATA COLLECTION

Questionnaire
In this method, a questionnaire is sent to the persons concerned with the request to answer the questions and
return the questionnaire in a Google form. A questionnaire consists of a number of questions typed in a definite
order on a form.
Statistical Tools
To analysis the data, the following tools were applied:
1. Simple percentage analysis.
Percentage analysis is used for the data that is collected for research work. The percentage is used in the data
presentation to simplify the numbers. Through the use of percentages, the data are reduced in the standard form
with a base equal to which facilities relative comparison.

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 A Study on Customers Satisfaction and Preference towards Supermarket (BIG BAZAR )

IV. DATA ANALYSIS

Table 1: Showing the using of the services
Particulars No of Respondents Percentage
Weekly 23 23
Monthly 30 30
During special offers 22 22
When the need arises 25 25
Total 100 100

As per the above, table the highest responses, i.e., 30% of the respondent has been attributed to
monthly shopping. It can be deducted that consumers who shop only once a month look to buy groceries and
other essentials to last them a month. 23% of respondents visit BIG BAZAR at the weekly process. 22% of the
respondents were visiting only for offers (festival offers, one- hour offers) and the rest 25% of the respondents
visit when they need any product that time only they went to Big Bazar .

Table 2: Showing the satisfaction level of shopping experience

Scale No of Respondents Percentage
Satisfied 61 60.6
Neutral 36 36.4
Dissatisfied 3 3.0
Total 100 100

Out of 100 respondents, 60.6% of people were fully satisfied with their personal shopping experience and 36.4%
of people have a neutral shopping experience. But 3.0% of people are dissatisfied. A maximum number of
people have a better experience in Big Bazar .

Table 3: Showing the preferring for this service

Particulars No of Respondents Percentage
Discount offers 57 57
Coupons 13 13
Free gifts 24 24
Credit card discount 6 6
Total 100 100

The above table represents that the more customers can prefer that the discounting offers, i.e., 57% of
respondents were chosen discount offers. 24% of respondents are selected for free gifts. 13% of respondents can
prefer coupons and the rest of the 6% of respondents can prefer that the purchase include credit card payment
systems.

Table 4: Showing the recommendations to others

Categories No of Respondents Percentage
Yes 89 88.9
No 11 11.1
Total 100 100

The above table shows that most peoples can recommend BIG BAZAR to others, i.e., 88.9% of respondents
were selected to recommend others and 11.1% of respondents cannot recommend Big Bazar to others.

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 A Study on Customers Satisfaction and Preference towards Supermarket (BIG BAZAR )

V. SUGGESTIONS
• As most of the customers come to the store because of its proximity to their house, all the products needed
by the customers have to be in the store at any time.
• Customers need products at a reduced price as given by the competitor.
• Big Bazar should include more of branded products category so as to attract the brand choosy people to
come into this shop.

VI. CONCLUSION
As most of the retail industries did market research before entering into market. The same thing was
done by the Big Bazar . Location, market, consumer perception analysis was done by Big Bazar . But still, if the
recommendations quoted above are taken into consideration, it would lead to better results. In one year, much
more diversification was done in it. And to retain customers, they use many loyalty programs. Big Bazar , a part
of the future group, is a supermarket offering a huge array of goods of good quality for all at affordable prices.
Big Bazar can attract more customers by different variety and assortments.
They can improve customer satisfaction by providing home delivery services; we can conclude that Big
Bazar has one of the major retail Industries in India. The working environment is good and the various facilities
are provided to increase customer services. There exists a healthy & strong relationship between employees and
managers. The employees accept their responsibility wholeheartedly and perform the services in a well manner
that satisfied the customers.

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