Indira Gandhi National Open University
PROJECT SYNOPSIS MBA(MMPP-001)
Customer Satisfaction In Retail Sector-
A Case Study On Big Bazaar
SUBMITTED TO:
INDIRA GANDHI NATIONAL OPEN UNIVERSITY DELHI
In the partial fulfillment of the requirements for qualifying Master Of
Business Administration (MBA)
SUBMITTED BY: ANKIT RAJ
ENROLLMENT NUMBER: 2301138236
COURSE: MBAMM
UNDER THE GUIDANCE OF : MANISHA SINGH
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BASIC DETAILS
SYNOPSIS/PROJECT PROPOSAL ON
TOPIC : CUSTOMER SATISFACTION IN RETAIL SECTOR
Name Of The Candidate: Ankit Raj
Course Code: MBAMM
Enrollment Number: 2301138236
Study Centre Code And Name: 29045/SPD
Regional Centre: 29: DELHI 2(RAJGHAT)
Mobile Number: 7042539440
DATE:
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INDIRA GANDHI NATIONAL OPEN UNIVERSITY
Maidan Garhi, New Delhi – 110068
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TABLE OF CONTENT
❖ Introduction
❖ Literature Review
❖ Rational
❖ Objective
❖ Research Methodology
❖ Limitations
❖ Bibliography
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INTRODUCTION
The Indian Retail Sector is the largest among all the industries, accounting for
over 10 percent of the country’s GDP and around 8 percent of the employment.
The Retail Industry in India has come forth as one of the most dynamic and fast
paced industries with several players entering the market. But all of them have
not yet tasted success because of the heavy initial investments that are required
to break even with other companies and compete with them. The India Retail
Industry is gradually inching its way towards becoming the next boom industry.
The total concept and idea of shopping has undergone an attention drawing
change in terms of format and consumer buying behavior, ushering in a
revolution in shopping in India. Modern retailing has entered into the Retail
market in India as is observed in the form of bustling shopping centers, multi-
storied malls and the huge complexes that offer shopping, entertainment and
food all under one roof.
Big Bazaar is a place where you can find everything for your home. From grocery
items to the electronics items and clothes also. The prices of the articles in Big
Bazaar are no doubt economical but there are so many things in Big Bazaar that
you have to buy at MRP and for the same in local market you can bargain. In Big
Bazaar quality of the Kitchen articles is very good and they also offer schemes but
if you calculate them you will find that there is not a very big difference in the
amount. Big Bazaar is designed as an agglomeration of Bazaars or Indian markets
with clusters offering a wide range of merchandise including fashion and apparels,
food products, general merchandise, furniture, electronics, books, fast food and
leisure and entertainment sections.
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LITERATURE REVIEW
Suja Nair (2006) Retailing is the largest private industry in India and second largest
employer Industry. The sector contributes to around 10 percent of GDP. With
over 12million retail outlets, India has the highest retail outlets density in the
World. This sector witnessed significant development in the past 10years from
small unorganized family owned retail formats to organized retailing.
Liberalization of the economy, rise in per capita income and growing
consumerism has encouraged large business and venture capitalist in investing in
retail infrastructure.
Berry Berman, R evansjoel (2007) business model describes a broad range of
informal and fiJ771’101 model that are used by enterprises to represent various
aspects of business, such as operational processes, organizational structures, and
financial forecasts. Although the term can be traced to the 1950s, it achieved
mainstream usage only in the1990s. Different business models can be found in
different areas. Especially, it is important to investigate the new business models
in developing sectors.
Jagdeesh N Shath 1983 Retailing in the 21st century will no doubt be very
different from retailing in the 20th century, just as retailing in the 20th century
was very different from retailing in the 19th century. To understand and explain
current retailing phenomena and retailing-related phenomena, and accurately
predict such phenomena, it is necessary to have a coherent and consistent
definition of retailing as well as comprehensive retailing theories based on this
definition. This introduction to the special issue argues for such a definition and
related comprehensive theories.
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RATIONAL OF THE STUDY
As customer’s tastes and preferences are changing, the market scenario
is also changing from time to time. Today’s market scenario is very
different from that of the market scenario before 1990. There have
been many factors responsible for the changing market scenario. It is
the changing tastes and preference of customer which has bought in a
change in the market. Income level of the people has changed; life
styles and social class of people have completely changed now than
that of olden days. There has been a shift in the market demand in
today’s world.
New generation people are no more dependent on Haat market and far
off departmental stores. Today we can see a new era in market with
the opening up of many departmental stores, hyper market, shopper’s
stop, malls, branded retail outlets and specialty stores. This market field
survey will help in knowing the present customers tastes and
preferences. It will help me in estimating the customer’s future needs,
wants and demands.
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OBJECTIVES OF THE STUDY
➢ To find out the factors that affects the buyers decision in Big
Bazaar.
➢ To evaluate the strength of these factors in buying decisions of
the customers.
➢ To understand the customer’s level of satisfaction with Big Bazaar.
HYPOTHESIS
Ho1: Individual brands in Big Bazaar are not providing customer satisfaction.
Ho2: Private Brands and licensed brands are the main cause of customer
dissatisfaction.
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RESEARCH METHODOLOGY
Research Design
The study will be Descriptive in nature and will be carried out to identify the
factors which formed the basis of Consumer satisfaction in organized retail sector
and on the basis of these factors a comparative analysis of different category of
consumers was done.
Sample Design
Simple Random Sampling will be used for the purpose of sample Design.
BAR DIAGRAMS/ PIE CHARTS
MS EXCEL
MS WORD
Tools for Data Collection:
Primary Data – Self Designed Questionnaire using 5 point Likert scale wherein
respondents would be asked to indicate the degree of agreement or
disagreement to particular statement ranging from strongly disagree to strongly
agree.
Secondary Data – Detailed review of literature from secondary sources would
provide the base for identifying the domain, selection, designing and inclusion of
various measuring variables in the questionnaire for the study.
Sample Size:
Conduct a Research Program on 100 people
Tools for Data Analysis:
Certain statistical tools like “Z” Test, chi square test, Arithmetic Mean, Standard
Deviation, etc. would be used for the purpose of data analysis facilitates
evaluation of brand name and customer satisfaction.
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RESEARCH INSTRUMENTS
QUESTIONNAIRE: In the questionnaire method, the investigator
draws up a questionnaire containing all the relevant questions
which he wants to ask from his respondents and accordingly
records the response. Questionnaire method may be conducted
through personal interview or by mail or telephone.
The option of filling a questionnaire is the most convenient way to
interact with people while filling the questionnaire.
SURVEY: Survey will be done with a view to studying the method
and tools and areas of improvement.
Group of individual or cases from a population.
SAMPLING: Sampling is a process or method of drawing a
representative is a subset of population.
Sampling is the selection of a subset of individual from within a
statistical population to estimate characteristics of the whole
population.
Sampling is a commonly used term to describe the process of
obtaining information about an entire population by examining only
a part of it. The result obtained by the sampling is the objective and
defensible. It is not subject to question of bias. Statistical sample can
be more accurate than an examination of every item in a large
population it may save time and money.
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LIMITATIONS
❖ The study does not be able to cover the abnormal factor which
are likely to influence the satisfaction of the customer.
❖ The study is only for the big bazaar confined to a particular
location and a very small sample of respondents. Hence the
findings cannot be treated as representative of the entire retail
industry.
❖ Respondents may give biased answers for the required data.
Some of the respondents did not like to respond.
❖ There may be possibility of human error.
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BIBLIOGRAPHY
• [Link]
• [Link]
• [Link]
• Berman berry, evans joel R (2007) ‘an introduction to
retailing’ Retail Management, pearson education
(Singapore) private ltd, pp.3, eighth edition.
• Nair Suja 2006 retail management Himalaya publication
House Mumbai.
• N Shath Jagdeesh 1983 emerging trend for retailing
industry journal of retailing vol. 5.
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