INTRODUCTION

Customer relationship management

Customer relationship management (CRM) is a broad and generally accepted model for managing
a company’s relationships with customers, clients, and sales prospects. It uses technology to
arrange, automate, and synchronize business processes—most importantly sales activities, but also
those for customer service, marketing and technical assistance. The overall objective is to find,
attract, and obtain new clients; develop and retain those the organisation already has; lure former
clients back into the fold; and reduce the marketing and client service costs. Customer relationship
management describes a company-wide business strategy as well as customer-interface
departments and also alternative departments. Measuring and valuing customer relationships is
important to implementing this strategy.

In this day and age, customers are regarded as an article of trade. With the growth of Marketing
era the Customer Relationship Management (CRM) is very much advanced advanced and became
popular in India. CRM became crucial to cope up with exceeding competitive global market.
Customer Relationship Management is a strategy for managing and nurturing a company’s
interactions with customers and sales prospects. When an implementation is effective, people,
processes, technology work in synergy to develop and strengthen relationships, increase
profitability, and reduce operational costs. Customer Relationship Management is a most effective
tool for maintaining good relationship with the customers. It plays an effective role in attracting
the new customers to the company. Customer relationship management is a corporate level
initiative, focusing on creating and maintaining relationships with customers. The present study
finds out the customer relationship management its implementation and Consumer feelings while
shopping in big bazaar. The study shows that Most of the customers know about the Big bazaar
from advertisement. Most of the customers select Big bazaar for shopping because of attractive
offers.

SCOPE OF THE STUDY

 The scope of project work is to get the opinions from respondents on the issues mentioned
earlier. 


 It is limited to the city of Mumbai and is confined to Andheri as the respondents are the
regular customers of BIG BAZAAR.
TYPES OF RESEARCH:

Descriptive Research

Descriptive research is defined as a research method that describes the characteristics of the
population or phenomenon that is being studied. This methodology focuses more on the “what” of
the research subject rather than the “why” of the research subject.

In other words, descriptive research primarily focuses on describing the nature of a demographic
segment, without focusing on “why” a certain phenomenon occurs. In other words, it “describes”
the subject of the research, without covering “why” it happens.

Over here, for a retail brand, to understand the purchasing trends among the regular buyers the
researcher conducted a demographic survey of this region, gathered population data and then
conducted descriptive research on this demographic segment. The researcher then uncovered
details on “what is the purchasing pattern of regular buyers”, but did not cover any investigative
details on “why” the patterns exits. Because for the retail brand trying to break into this market,
understanding the nature of their market is the objective of the study.