Youth Customer Perception of Brand Big Bazaar - international ...

International Indexed & Refereed Research Journal, ISSN 0975-3486,(Print)E-ISSN-2320-5482, April- May (Combind),2013 VOL-IV * ISSUE 43-44
April-May ,2013
Introduction
India's Retail sector is wearing new clothes
and with a three year compounded annual growth rate
of 46.64 percent, retail is the fastest growing sector in
the Indian economy. Big Bazaar a part of Future Group
is a chain of hypermarket in India is designed as an
agglomeration of bazaars with clusters offering a wide
range of merchandise. Now a day's youth plays an
important role in the field of decision making, in this
context the study also try to throw light on the youth
perception and expectations in different ways towards
the Big Bazaar.
Literature Review
SERVQUAL (Parsuraman et al, 1988) is a two
part instrument for measuring service quality that was
refined later (Parsuraman et al; 1991). Much of the
research to date has focused on measuring service
quality using this approach and its use has become
quite widespread (Brown et al; 1993 and Kang and
James, 2004) the instrument comprises of 22 items
questionnaire which primarily measure dimensions
namely Tangibles, Reliability, Assurance, Empathy and
Responsiveness.
Objective
To find the quality gap of Big Bazaar
To suggest the measures to fill the quality gap and
enabling Big Bazaar as a leading Brand among young
sters
Hypotheses
H 0
There is no significance difference between expected
and perceived quality
H 1
There is a significant difference between expected and
perceived quality
Research Methodology:-
DATA COLLECTION
Research Paper-Marketing
Youth Customer Perception of Brand Big Bazaar:
An Empirical Investigation
* Ankita Srivastava ** Dr. Sanjay Shankar Mishra
* Asst. Prof.Oriental Institute of Management, Affiliated to University of Mumbai
** HOD, Commerce, TRS Auto, College Rewa, M.P.Awadhesh Pratap Singh University Rewa, M. P.
A B S T R A C T
In India, the retail sector is worth US$ 180 bn, growing at between 11-12% annually. Youth, being a critical segment, the
marketers cannot ignore to dodge this particular segment. The paper attempts to identify the dimensions of service quality
which are important to a customer (youth). SERVQUAL scale was used to discern the different dimensions of service quality
and mean scores were used to find out if there is any gap between customer expectations and perceptions.
Key words: Consumer Behavior, SERVQUAL, Retail
Primary and Secondary
UNIVERSE
SAMPLE SIZE 55
AREA OF STUDY Mumbai
College Students above 23 years
TOOL USED SERVQUAL scale
STATISTICAL TECHNIQUE 2 tailed t-test
Findings and Analysis
The parametric test statistic was calculated
using t-test to ascertain whether there is significant
difference between expected and perceived level of
service.
See Table 1
Table depicts the difference between the means of
expected and perceived and the values have been tested
by using t-test which shows that all the significant
values of the pair are below 0.05 (except the location
of the store), means the null hypothesis has been rejected
in terms of all the dimensions.
See Table 2
Suggestions
Big Bazaar of India needs to focus more on its
responsiveness attribute to improve the satisfaction
level of youth customers, whereas the gap is minimum
least for the tangibility shows better emphasis on this
factor as compared to the other factors. Big Bazaar
should emphasize on improving its rating as this is a
very important parameter for performance.
Conclusion
The GAP model depicts the overall perception
score of Big Bazaar using RATER dimensions. It
shows that Big Bazaar is not focusing equal on every
factor which is important for customers as suggested
by the high difference in scores on certain dimensions.
It shows that Big Bazaar needs to make substantial
effort (training, motivation etc) to improve their score
on responsiveness dimension as it is an important
criterion for customer service.
76 RESEARCH ANALYSIS AND EVALUATION

International Indexed & Refereed Research Journal, ISSN 0975-3486,(Print)E-ISSN-2320-5482, April- May (Combind),2013 VOL-IV * ISSUE 43-44
Table 1 Service Quality Gap For The Youth Customer Of Big Bazaar India
Dimensions E P Mean (P) Mean (E) GAP (E-P) Sig - 2 - Significant Null Hypothesis
Tangibility Tailed (S)or Not Accepted (A) or
Significant(NS) Rejected (R)
Ambience is excellent E1 P1 3.636363636 4.418181818 0.781818182 0.000 S R
Proper parking facilities E2 P2 3.690909091 4.490909091 0.8 0.000 S R
Location is very convenient E3 P3 4.054545455 4.381818182 0.327272727 0.051 NS A
layout of the store is very E4 P4 3.654545455 4.290909091 0.636363636 0.001 S R
convenient
Facilities provided are excellent E5 P5 3.490909091 4.472727273 0.981818182 0.000 S R
Proper arrangement for check E6 P6 3.254545455 4.490909091 1.236363636 0.000 S R
outs in peak time
store is neat and clean E7 P7 3.581818182 4.672727273 1.090909091 0.000 S R
Reliability
Adequate assurance of E8 P8 3.472727273 4.363636364 0.890909091 0.000 S R
availability on my purchases
Excellent Quality of in-house E9 P9 3.272727273 4.327272727 1.054545455 0.000 S R
brands
Efficient Home delivery service E10 P10 2.818181818 4.345454545 1.527272727 0.000 S R
Effective Implementation of E11 P11 3.454545455 4.309090909 0.854545455 0.000 S R
the loyalty schemes
effectively grievances handling E12 P12 3.254545455 4.509090909 1.254545455 0.000 S R
Responsiveness
Helpful Staff E13 P13 3.618181818 4.636363636 1.018181818 0.000 S R
No longer time for payment E14 P14 2.4 4.472727273 2.072727273 0.000 S R
Staff answers my all query E15 P15 3.309090909 4.436363636 1.127272727 0.000 S R
very patiently
separate customer care team E16 P16 3.109090909 4.490909091 1.381818182 0.000 S R
to provide quick response
Assurance
I feel assured buying store E17 P17 3.236363636 4.363636364 1.127272727 0.000 S R
brands
Staff are knowledgeable and E18 P18 3.436363636 4.490909091 1.054545455 0.000 S R
courteous
prices are competitive E19 P19 3.636363636 4.472727273 0.836363636 0.000 S R
Empathy
Staff understand my problem E20 P20 3.072727273 4.472727273 1.4 0.000 S R
and need
Individual attention E21 P21 2.872727273 4.254545455 1.381818182 0.000 S R
Convenient operating hour E22 P22 4.109090909 4.545454545 0.436363636 0.007 S R
Table 2 Rater Scaling For Big Bazaar
Factors Combined Combined Gap ( E-P)
Mean (P) Mean(E)
Tangibility 3.6233 4.4597 0.8363
Reliability 3.2545 4.3709 1.1164
Responsiveness 3.109 4.509 1.4
Assurance 3.4363 4.4424 1.0061
Empathy 3.3515 4.4242 1.0727
R E F E R E N C E
1 Shukla Timira (2011), "Customer Perception of Brand LIC: An Empirical Investigation" The IUP Journal of Brand
Management Vol. VIII No.1 pp 48-59
2 Arora R and Stoner C (1996), "The effect of perceived Service Quality and Name familiarity on the service selection decision",
Journal of Marketing, Vol.10, No.1 pp 22-34
3 Parasuraman A, Zeithaml V A and Berry L L (1988), "SERVQUAL: A Multiple Item Scale for Measuring Consumer Perceptions
of Service Quality", Journal of Retailing, Vol.64, No.1, pp. 12-40
4 Ernst &Young, "The Great Indian Retail Story", 2006.
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