MANAGEMENT THESIS

Research Proposal

Under Esteemed Guidance of M.V.A.L.NARASHIMHARAO, Lecturer, M.B.A, KLUBS K.L.U

By S.DAMODHAR ID: 10102368

CONTENTS
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Research Title Introduction Description of Problem Objectives of study Scope of study Literature Review Proposed Methodology Data Analysis schedule Conclusion

1. Research Title
A Study on Customer Relationship Management with

respect to Big Bazaar at Vijayawada

2. INTRODUCTION

Bigbazaar
Customer relationship management

CUSTOMER RELATIONSHIP MANAGMENT

According to Galbreath and Rogers (1999, p 162) the definition of CRM can be described as: Activities a business performs to identify, qualify, acquire, develop and retain increasingly loyal and profitable customers by delivering the right product or service, to the right customer, through the right channel, at the right time and the right cost

Big Bazaar is a chain of hypermarket in India. Currently, there are 210 stores across 80 cities and towns in India. 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. Big Bazaar is part of Future Group, which also owns the Central Hypermarket, and is owned through a wholly owned subsidiary of Pantaloon Retail India Limited,that is listed on Indian stock exchanges.

CRM ATBIGBAZAAR
Database is formed through the issue of future card and card is of

three types silver card, gold card and sakthi card. Sakthi card is issued to
ladies and this card provides, free sugar(1 kg) per month. Customer profitability analysis (CPA) is done on the basis of transactions made through the future cards. oPlatinum customers (most profitable). oGold customers (profitable). oIron customers (low profitability but desirable).

oLead customers (unprofitable and undesirable).

Differentiate customers in terms of: (1) their needs and (2) their value to company. Interact with individual customers to improve the knowledge about individual needs and to build stronger relationships.

3. DESCRIPTION OF PROBLEM

Big Bazaar being a retail outlet, customer relationship is the crucial factor for its revenue generation. The retail outlet is responsible for developing versatile strategies. Strategies that can attract more walk ins, strategies that convert walk ins to potential customer and strategies that convert customer to loyal customer. That means entire process of revenue generation is the factor of careful draft of channels, or ways or strategies by the company. Such strategies are the channels of CRM. I want to study such channels designed and implemented by Big Bazaar at Vijayawada. Thus, the main aim of this thesis is to identify strategies used by Big Bazaar to maintain customer relationship.

4. OBJECTIVES OF STUDY

To understand the company environment. To understand the customer relationship management strategies adopted by Big bazaar

To understand the customer loyalty with Big Bazaar

5. SCOPE OF STUDY
The research work will be conducted at Big Bazaar, Vijayawada.

6. Literature Review
: According to Joan L. Andersona,, Laura D. Jollyb, Ann E. Fairhurst (2007)
A content analysis of retail trade journal In order to have a successful implementation of CRM in retailer they need to identify the gaps

organization and infrastructure requirements for CRM effectiveness,

CRM objectives and goals of retail companies,

data mining tools utilized by retailers to perform CRM functions, and customer relationship strategic uses.

According to Ch. J. S. Prasad and A. R. Aryasri(2008)

According to Ipshita Ray and Larry Chiagouris (2009)

According to Hamidreza Bahrami and Mahdieh Beyki Alamdasht (2011)

The familiarity of the managers with customer relationship management in these companies is assessed very little It is necessary to reorganize the structure of the organization as it is possible to execute customer relationship management and by creating responsible unit Customer relationship management is possible in these organizations. Also, the required infrastructures such as information networks and communicative units are provided for the execution of customer relationship management.

7. PROPOSED METHODOLOGY

Population: 100 Employees, 1500 customers per day Sample Size: 80-100 employees, 100 customers Sampling method: Random sampling

DATA COLLECTION

o o o o

Primary sources of data collection: Questionnaires (Structured) Interviews Observation Secondary sources: Big bazaar official web site, company reports,jounals,articles

8. DATA ANALYSIS:STATISTICAL
TOOLS

Regression analysis, t-test, correlation,

9. schedule
Activity Questionnaire, Interview Design Data collection Duration (weeks) 2 4

Analysis
Findings Initial Draft Final Draft

4
3 1 1

10. CONCLUSION

Customer Relationship Management is the greatest way to retain customers and maintain sound relationship with the customers. The main focus of this study is To understand the customer relationship management strategies adopted by Big bazaar