Perception level of the customer towards the services provided by Big

Bazaar

The second objective of the study is to find out the perception level of customers towards
the services provided by Big Bazaar. Here we used different services of the store like store
location, offers, price, sale people etc. to find the perception level. Also found some of the
relationship by using cross tabulation and ANOVA.

4.3.1 Relationship between Gender and Customer perception on services

provided by Big Bazaar
Table 4.3- Gender and Customer perception

Service Gender N Mean F Sig Hypothesis

Male 90 3.92
Knowledgeable
Female 60 3.72 2.330 .129 Rejected
sales people Total 150 3.84
Availability of Male 90 3.84
Female 60 3.63 2.017 .158 Rejected
supporting
staff Total 150 3.76
Male 90 2.96
Waiting line
Female 60 2.97 .004 .948 Rejected
for payment Total 150 2.96

Table 4.4- Mean of customer services

Services Mean

Knowledgeable sales people 3.84

Availability of supporting staff 3.76

Waiting line for payment 2.96

Interpretation

From the above figure can interpreted as there is no relationship between Gender and
Knowledgeable sales people, Availability of supporting staff and Waiting line for payment.
Among these three services waiting line for payment is mostly unrelated with gender (Sig.
0.948). And the customer rated 2.96 towards waiting line for payment which is the worst
rating among the rest of other services. Knowledge Sales peoples has got 3.84 average
rating and Supporting staff has got 3.76 average rating.

4.3.2 Relationship between Age and Customer perception on services

Comparison between age and service attributes are very important. Here 6 hypotheses are
framed along with the comparison.

Table 4.5 List of hypotheses

HYPOTHESES STATEMENT

HA1 Significant relationship between age and store location

HA2 Significant relationship between age and selection of products

HA3 Significant relationship between age and reasonable and affordable price

HA4 Significant relationship between age and trendy and fashionable

merchandise

HA5 Significant relationship between age and After sale services

HA6 Significant relationship between age and convenient parking

Table 4.6- Relationship of Age and Customer perception

Service Age N Mean F Sig Hypothesis

<25 36 408.33
25-35 69 414.49
Store
Location 35-45 32 440.62 1.672 .175 Rejected
Above 45 13 407.69
Total 150 418.00
<25 36 394.44
Good 25-35 69 404.34
selection of 35-45 32 418.75 1.304 .275 Rejected
product Above 45 13 423.07
Total 150 406.66
 Offers <25 36 413.88
reasonable 25-35 69 384.05
and 35-45 32 400.00 2.995 .033 Accepted
affordable Above 45 13 446.15
price Total 150 400.00

Service Age N Mean F Sig Hypothesis

<25 36 377.77
Merchandise 25-35 69 391.30
is trendy and 35-45 32 415.62 2.115 .101 Rejected
fashion Above 45 13 407.69
Total 150 394.66
<25 36 383.33
Provide good 25-35 69 375.36
after sale 35-45 32 384.37 .649 .585 Rejected
service Above 45 13 407.69
Total 150 382.00
<25 36 458.33
Plenty of 25-35 69 475.36
convenient 35-45 32 456.25 2.631 .05 Accepted
parking Above 45 13 500.00
Total 150 469.33

Interpretation
The ANOVA revealed that there is no relationship between the demographic - Age and
attributes - location of store, selection of products, trendy and fashionable merchandise and
provides good after sales service. However, the study showed association between Age and
attributes Parking facility and providing reasonable offers.
On observing the values, it was found that parking service is perceived more by age
category above 45 (Mean=500). By interpreting all the 6 service attributes after sale
services are more unrelated with Age.
4.3.3 Overall Rating
Table 4.7- Overall rating

Rate Frequency Percentage

4 2 1.3

5 8 5.3

6 11 7.3
7 48 32.0
8 61 40.7
9 12 8.0

10 8 5.3

Average Rating 7.51

Interpretation

The overall rating of Big Bazaar quoted an average of 7.51 out of 10. 40.7% of the
customers rated 8 as their opinion towards the services. 32% of the respondents gave 7 as
overall rating but only 5.3% of respondents rated 10 out of 10.
4.3.4 Relationship between Demographics and spending of the consumer

The spending of the consumer may change according to their demographic features.
Demographic feature includes gender, age, residential area. The comparison helps to find
the demographic hindrances faced by the consumer.

4.3.4.1 Gender and Spending in single per visit

Spending may be differing when gender changes. The taste and preferences of male and
female are very different. The analysis helps to understand buying behaviour of both male
and female.

Table 4.8 Gender and Spending in a single visit

Spending in single per visit

Gender
Below 500 500-1000 1000-2000 2000-4000 Above 4000

Male 11.1% 25.6% 30.0% 22.2% 11.1%

Female 1.7% 33.3% 36.7% 26.7% 1.7%

Total 7.3% 28.7% 32.7% 24.0% 7.3%

Sig .036

Interpretation
From the above table, it is evident that 30% of the male group spend between 1000-2000
rupees in a single visit. 36.7% of the female are spending 1000-2000 rupees. While we
refer the 150 population, it shows majority of the respondents are spending 1000-2000
rupees in a visit. Only 11.1% of male are spending above 4000 rupees and 1.7% of female
are spending above 4000 rupees. We can also be interpreted as only a minority of 7.3%
respondents are spending above 4000.
4.3.4.2 Age and Spending in single per visit
Age of the customer influences the buying pattern of a customer. May be youths are more
focusing on fashion and elders may be focuses on food department.

Table 4.9 Age and Spending in single per visit

Spending in single per visit

Age
Below 500 500-1000 1000-2000 2000-4000 Above 4000

<25 16.7% 50.0% 22.2% 8.3% 2.8%

25-35 4.3% 24.6% 40.6% 27.5% 2.9%

35-45 3.1% 25.0% 28.1% 31.2% 12.5%

Above 45 7.7% 0.0% 30.8% 30.8% 30.8%

Total 7.3% 28.7% 32.7% 24.0% 7.3%

Sig .000

Interpretation
From the above table, it can be understood that 40.6% of the age group between 25-35 are
spending 1000-2000 rupees in a single visit. 30.8% of the age group between 35-45 are
spending above 4000 and 8.3% of the respondents below 25 age group spending 2000-
4000 rupees in a single visit.
4.3.4.3 Residential area and spending in a single per visit

Residential areas were divided into 4 regions, A, B, C, D. The consumer spending will
change on the basis residential area because the competition level of the store is different
in every block. Sometimes a particular area has competitive advantages on some products.
It will affect the spending of the consumer.

Table 4.10- Residential area and Spending in a single visit

Spending in single per visit

Area
Below 500 500-1000 1000-2000 2000-4000 Above 4000

A 8.7% 26.1% 31.9% 23.2% 10.1%

B 0.0% 39.1% 34.8% 17.4% 8.7%

C 12.1% 27.3% 36.4% 24.2% 0.0%

D 4.0% 28.0% 28.0% 32.0% 8.0%

Total 7.3% 28.7% 32.7% 24.0% 7.3%

Sig .701

Interpretation

From the above figure, it can be interpreted as majority of the respondents are from region
B. In region A 31.9% of the respondents are spending 1000-2000 rupees, majority of region
B respondents are spending 500-1000. In above 4000 category 11 respondents are from
region A.
4.3.5 Relationship between Socio-economic status and Spending of the
consumer
Socio economic status is the main affecting characteristics in spending. The consumer
spends the money according to his income. High income customer purchase for high bill
amount and low-income customer purchase for low amount of bill.

Table 4.11- Income and Spending of respondents

Spending in single per visit

Income
Below 500 500-1000 1000-2000 2000-4000 Above 4000

Not Working 14.6% 54.2% 14.6% 14.6% 2.1%

Below 15000 33.3% 33.3% 33.3% 0.0% 0.0%

15000-25000 3.8% 19.2% 53.8% 19.2% 3.8%

25000-50000 2.2% 21.7% 47.8% 28.3% 0.0%

50000-100000 0.0% 0.0% 23.5% 47.1% 29.4%

Above 100000 0.0% 0.0% 0.0% 42.9% 57.1%

Total 7.3% 28.7% 32.7% 24.0% 7.3%

Sig .000

Interpretation

From the above table, it can be interpreted as majority of the above 10000 income
respondents are spending above 4000 rupees and 42.9% of the 2000-4000 category are the
respondents from above 100000. 53.8% of the 1000-2000 category are the respondents
from 15000-25000 income category.
 Table 4.12- Result of hypothesis

HYPOTHESIS STATEMENT RESULT

H1A There is a significant relationship between gender of the .036 Accepted

consumer and spending of the consumer
H1B There is a significant relationship between age of the .000 Accepted
consumer and spending of the consumer
H1C There is a significant relationship between residential area of .701 Rejected
the consumer and spending of the consumer
H1D There is a significant relationship between income of the .000 Accepted
consumer and spending of the consumer