Page 24 - IMDR - Journal of Management Development and Research - March2019-20

A Study on Customer Satisfaction with Special Reference to ‘D-Mart’ and ‘Big-

Bazaar’ Retail Outlets at Vapi City
Mr. Yash Shirish Shrotri

Marketing Executive, Tanay Sales Corporation - Vapi Branch (HO – Surat)

ABSTRACT
Customer satisfaction helps in measuring how product and services of a company can

meet the customer expectations. Customer satisfaction is a support towards customer

retention. In the era of decreasing brand Loyalties, understanding the customer needs
as well as service and measuring customer satisfaction are very important. Customer

satisfaction measurement helps to promote an increased focus on customer outcomes

and stimulate improvements in the work practices and processes used within the
company. A successful retail organization understands their market, their customers,

and the Importance of strategic location. The aim of this study is to analyze the
Satisfaction of customer who buys from D-Mart and Big Bazaar retail outlets in Vapi

city. Data was collected in form of a structured questionnaire from 100 respondents
(50 each Respondents / visitors at both the outlets). Convenience Sampling Method

was adopted. The objective was to study the essence of Retail Marketing in Indian

context. Another objective of the study was to analyze the customer satisfaction with
special reference to the Retail Outlets i.e., D-Mart & Big Bazaar at Vapi City. Next

objective of study was to present a comparative analysis upon customer satisfaction
with respect to the customers visiting at D-Mart & Big Bazaar outlets situated at Vapi

City. The analysis states that there is a good competition among both the retail store.
Overall satisfaction level of D-Mart is better as compared to big bazaar due to low

pricing and offer. Also Study states the reasons of dissatisfaction is credit facilities

through financing/banking partner at Retail Outlets.
Keywords Customer satisfaction, Big-Bazaar, D-Mart, Retail Outlets, Retail

Marketing

INTRODUCTION

The Indian retail industry is the fifth largest in the world. Comprising of organized
and unorganized sectors, India retail industry is one of the fastest growing industries

in India, especially over the last few years. Though initially, the retail industry in
India was mostly unorganized, however with the change of tastes and preferences of

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