A Study on Customer Satisfaction with Reference To Retail Outlet Big Bazaar in Jammu
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Date
2018-12
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Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu, Jammu
Abstract
Retailing is India’s largest industry and arguably the one with the most impact on the population. It is the country’s largest source of employment after agriculture, has the deepest penetration to rural India and generates more than 10 per cent of India’s GDP. India has some 12 million retail outlets but many of these act merely as subsistence providers for their owners and survive on a cost structure where labour and land is assumed to be free and taxes nil. Compare this with the global retailing industry, which is one of the world’s largest organized employers, is at the cutting edge of technology and which leverages scale and scope to offer value-added services to its customers. Retailing is the largest private sector industry in the world economy with the global industry size exceeding $6.6 trillion and a latest survey has projected India as the top destination for retail investors. India is currently the twelfth largest consumer market in the world. The Indian consumer market is likely to grow four times by 2025 (A McKinsey report, the rise of Indian Consumer Market, 2015). A good talent pool, unlimited opportunities, huge markets and availability of quality raw materials at cheaper costs is expected to make India overtake the world’s best retail economies by 2042, according to industry players. The retail market has reached a whooping` 47 lakh crore by 2016-17, as it expands at a compounded annual growth rate of 15 per cent (Anonymous 2016-2017). Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It is a subsidiary of Future Group Venture Ltd's and follows the business model of United States-based Wal-Mart .The present study investigation entitled “A Study on Customer Satisfaction with reference to retail outlet Big Bazaar in Jammu” was carried out on the basis of primary as well as secondary data.200 respondents from Jammu district were selected to conduct the study. The present research was descriptive research and convenience sampling tools were used in the present study. It was revealed from the study that consumers of Big Bazaar were satisfied with the various services offered by Big Bazaar. They were satisfied with complaint handling and the communication of the staff. With the quality of the products the consumers were moderately satisfied. Related to the consumer buying behaviour, it was revealed that maximum of the consumers kept price as the criteria to shop, that is why maximum of the consumers visited the outlet during special offers. The outlet faced competition from other outlets such as Easy Day especially in terms of product variety.
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