Big Bazaar Case Study

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CASE STUDY ON CUSTOMER LOYALTY INITIATIVES AT BIGBAZAR SUBMITTED BY :PRAMITH.B.K 2ND M.B.A SEC.B SIMS SUBMITTED TO : SHAILASREE FACULTY OF SIMS ABSTRACT This case is about the customer loyalty initiatives at Big Bazaar, one of the largest retail chains in India. To maintain a loyal customer base, Big Bazaar came out with several promotional and loyalty programs which offered special discounts and rewards to customers. The hypermarket chain offered a host of value-added services to its customers and set a new level of standard in price, quality, convenience, and service. The case provides an overview of the different customer loyalty initiatives…show more content…
It is presently the largest employer after agriculture and it generates more than 10% of GDP in India. The customer satisfaction and brand loyalty are pre-eminent. The success of the retail stores depends on customer‟s reaction to the retailing mix to earn more profits, to increase the volume of turnover, market‟s share, image, status and lastly its survival. Big Bazaar Big Bazaar is the chain of retail stores of the big banner Pantaloon Retail (India) Ltd., Mr. Kishore Biyani as its group CEO and MD, headquartered in Mumbai. Big Bazaar was launched in 2001 with four stores established in Calcutta, Indore, Bangalore, and Hyderabad and has been developing rapidly by spreading its wings all over India. A great deal of stores numbering 150 reliable stores have been established in 80 cities in India. The Big Bazaar has been opening innovative sections, such as electronic bazaar, food bazaar, and furniture bazaar . In Kasaragod, there is 1 branch. Moreover, the customer friendly ambience and the organized retailing of products also make Big Bazaar one of the successful retail companies in India. It offers all time discounts and promotional avenues to its customers. Customer satisfaction Customer satisfaction is the end result of the service and product quality. Its measures are critical to any product or service company because customer satisfaction is a strong predictor of customer retention, customer loyalty and product repurchase. It is rightly said that a single unsatisfied customer can spoil five satisfied customers. Brand Loyalty And Its Antecedents The brand loyalty is a consumer‟s preference to buy a particular brand in a product category. It occurs because consumers perceive that the brand offers the right product features, image, or level of quality at the right price . Product quality: It is

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