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CATCHMENT ANALYSIS OF BIG BAZAAR,RIVERSIDE MALL,LUCKNOW

A SUMMER TRAINING PROJECT

UNDER THE GUIDANCE OF: PROJECT SUBMITTED BY: Ms. Deepti Singh Vinod Kumar yadav Ms. Saumya Ranjan MBA (III) Semester Mr. Shikhar Srivastava FMS-BHU

OBJECTIVES

Catchment analysis of Big Bazaar, Riverside mall, lucknow. Analysis of customer profile of the catchment area. Competitors analysis. Analysis of penetration of different types of media in the

catchment area. Analysis of telecom operators service in the catchment

area. Analysis of customer satisfaction with respect of price,

product quality, variety, style and fashion , and sales and offers.

Help to make strategies plans for improving Foot falls at riverside.

RESEARCH METHODOLOGY

Research Problems: To know what are the important places in the

catchment area. To know about the potential customer, their

profiles, likings and preferences for different shopping stores.

Who are the potential competitors in the catchment area.

What are the reasons for decreasing foot falls in Big Bazaar at riverside.

RESEARCH METHODOLOGY CONTI…….. Research design: Descriptive

Sample Design: Sample Size: 500 Method of Data Collection: Primary Data collection:

Questionnaire Secondary data collection:

Websites

SWOT ANALYSIS OF BIG BAZAAR,RIVERSIDE

STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

STRENGTH

High Brand equity enjoyed by Big Bazaar

State of the art infrastructure

A vast variety of stuff available under one roof

Everyday low prices, which attract customers

Maximum percent of footfalls converted in sales

Huge investment capacity

Biggest value retail chain in India

It offers a family shopping experience, where entire family can visit together.

WEAKNESSES

Falling revenue per sq. ft.

General perception: ‘Low price = Low quality’

Overcrowded during offers

Long lines at billing counters which are time consuming

Limited only to value offering low price products.

A no of branded products are still missing from Big Bazaar’s line of products.

OPPORTUNITIES

A lot of scope in Indian organized retail as it stands at approximately 4%.

Increasing mall culture in India.

More people these days prefer to visit big stores where they can find large variety

under one roof.

Opening of stores at small cities like Varanasi, and other cities .

THREATS

Competition from other value retail chains such as Shoprite, Reliance (Fresh and trends), Hyper city

and D mart., Spencer

Unorganized retail also appears to be a threat to Big Bazaar’s business. A large population still prefers to

visit local convenient stores for daily purchases

Changing Government policies

International players looking to foray India

Upcoming 100% Foreign direct investment in multi brand retail industry

GENERAL INFORMATION OF LUCKNOW

State Uttar Pradesh

Capital Lucknow

Area( Metro City ) 310.1 Square Km.

Population ( Metro City ) 2815601

Rank ( Population wise ) 12th among Indian cities

Official Languages Hindi , Urdu

Hindu Religion 71%

Muslim Religion 26%

Christians .76%

Jains 1.1%

Female to Male Ratio 906 per 1000 male

Literacy Rate 79.33% as per 2011 Census

POLITICAL SCENARIO OF LUCKNOWPresently Lucknow Lok Sabha Constituency comprises of five Legislative Assembly Lucknow North Lucknow West Lucknow East Lucknow Central Lucknow Cantonment

Present MP of Lucknow Lok Sabha Constituency:

Shri . Lal Ji Tondon ( BJP )

Chief Minister: ( UP ): Shri. Akhilesh Yadav ( SP )

MLA’SMd. Rehan Lucknow West.Shri. Kalraj Mishra Lko EastShri . Abhishek Mishra Lko North.Shri. Ravidas Mehrotra Lko. Central.Dr. Rita Joshi Lko. Cantonment

Mayor Of Lucknow:

Shri. Dinesh Sharma ( BJP )

KEY FEATURES OF LOCATION OF THE STORE

1. Gomti Nagar , Lucknow.

2. Located very close to LDA( Lucknow Development Authority) office.3. Located very close to Hotel Taj .

4. Well connected by road from all sides.

5. Located very close to Dr. Bhimrao Ambedkar park .

6. Located at the bank of river Gomti which flow from the heart of Lucknow , best known as Gomti Nagar.

7. It is located very close to another Mall known as FUN Republic , which is the gathering place of almost all aged peoples from across the lucknow.

8. It is also close to another park known as Dr. Ram Manohar Lohia park which is also a gathering place in the nearby area of Riverside Mall.

STORE DETAILS

STORE LOCATION : RIVERSIDE MALL , GOMTINAGAR , LUCKNOW

STORE SIZE :

LEVELS IN STORE : 3

LINE OF BUSINESSES :

1. FOOD BAZAAR ( FOOD +NON FOOD )

2 FARM FRESH

3 LIVE KITCHEN

4 FOOT WEAR

5 LUGGAGE

6 GENERAL MERCHANDISE

7 HOME FASHION

8 BIG BAZAAR FASHION

9 ELECTRONICS

10FURNITURE

STORE DETAILS CONTI………

GROUND FLOOR : Foods, RTS ( Ready to serve beverages ) ,International foods , Live Kitchen , Farm Fresh , Grocery , Chill Station , Non Food Items , like Fabric section, Skin care, Men's grooming , and Mobile Shop.

FIRST FLOOR : Big Bazaar Fashion Men's Apparels Section Ladies Apparels Section Kids SectionSecond FLOOR : Home Fashion Plastic Crockery Utensils Furniture Electronics Luggage Foot Wear

CATCHMENT AREA OF BIG BAZAAR, RIVERSIDE

CATCHMENT AREA

Catchment Area

Viram Khand, Gomti nagar

Vikash Khand, Gomti nagar

Vivek Khand, Gomti nagar

Vipul Khand, Gomti nagar

Vineet Khand, Gomti nagar

Viraj Khand, Gomti nagar

Vishwas Khand, Gomti nagar

Virat Khand, Gomti nagar

Viraj Khand, Gomti nagar

HOTELS IN THE CATCHMENT AREA

Name Of Hotels Address

A. Comfort Inn Vibhuti Khand, Lucknow

B. Taj Residency Vipin Khand, Lucknow

C. Dayal Paradise Vipul Khand, Lucknow

D. Sun Rise Inn Vikash Khand, Lucknow

E. Hotel Lineage Viraj Khand, Lucknow

F. Emerland Inn Vishal Khand, Lucknow

G. Harsh Palace Vikash Khand, Lucknow

H. Nawab Inn Vijay Khand, Lucknow

I. The Taj Residency Vipin Khand, Lucknow

HOTELS

SCHOOLS IN CATCHMENT AREA

Name of School Address

A. City Montessory School Gomti Nagar

B. Seth M R Jaipuria School Vineet Khand, GN, Lucknow

C. Euro Kids Vipul Khand ,GN, Lucknow

D. Radcliffe School Lucknow Vineet Khand, GN, Lucknow

E. St. Xavier's Convent School

Vineet Khand, GN, Lucknow

F. City International School Vipul Khand , GN, Lucknow

G. Modern Academy Vipul Khand , GN, Lucknow

H. Shem Rock Dreams Vishwas Khand, GN, Lucknow

I. Polytechnic Diploma Vaibhav Khand, GN, Lucknow

J. Kids Kingdom Viram Khand, GN, Lucknow

SCHOOLS

COLLEGES IN CATCHMENT AREA Name of College Address

A. Indian Institute Of Professional Studies

Vishwas Khand, GN, Lucknow

B. INTACT Vivek Khand, GN, Lucknow

C. Polytechnic Diploma Vaibhav Khand, GN, Lucknow

D. Hughes net Fusion Centre Vipul Khand, GN, Lucknow

E. Sharma Educational Consultants

Vishal Khand, GN, Lucknow

F. IILM BS Lucknow Indira Nagar, Lucknow

G. ICFAI National College Vinamra Khand, GN, Lucknow

H. Biotechnology College Patrakar Puram, GN, Lucknow

I. Locus Your Path To Ltd. Vipul Khand, GN, Lucknow

J. Life Lucknow Institute of Future Education

Neel Kanth, GN, Lucknow

COLLEGES

RESTAURANTS IN CATCHMENT AREA

Name of Restaurants

Address

A. Barbeque Nation Riverside mall, Vipin Khand, GN

B. Aryan Restaurant Vivek Khand, GN, Lucknow

C. Restaurant Vivek Khand, GN, Lucknow

D. Pizza Hut East end maall, GN, Lucknow

E. Country club Lucknow Vibhuti Khand, GN, Lucknow

F. Aryan Family Delight Vivek Khand, GN, Lucknow

G. SANBORN Restaurant Vivek Khand, GN, Lucknow

H. Ram asre Restaurant Vivek Khand, GN, Lucknow

I. Aadab Vipul Khand, GN, Lucknow

J. Sham savera Saai plaza, Patrakar puram, Lko

RESTAURANTS

HOSPITALS IN CATCHMENT AREA

Name of Hospitals Address

A. Sahara Hospital Viraj Khand, GN, Lucknow

B. Devine Heart Hospital Viraj Khand, GN, Lucknow

C. Metro Hospital and Trauma Centre

Vijay Khand, GN, Lucknow

D. Nova Hospital Vikash Khand,GN, Lucknow

E. Sahara Hospital Nawab pura , Vivek Khand, GN, Lko

F. Aditya Physiotherapy Vinay Khand, GN, Lucknow

G. Dr. Ram Manohar Lohia Hospital

Vibhuti Khand, GN, Lucknow

H. RG Stone Urology & Laparoscopy Centre

Vibhuti Khand, GN, Lucknow

I. Mevo Hospital Vijay Khand, GN, Lucknow

J. Metro Hospital Vijay Khand, GN, Lucknow

HOSPITALS

ANALYSIS OF CUSTOMERS PROFESSION IN CATCHMENT AREA

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16%12%

1. Salaried2. Self employed3. Business4. Housewife5. Student6. Retired7. Government Service

FINDINGS

• Highest Percentage of the people living in catchment area is salaried employee.

• 33% of the customers living in catchment area are salaried employee.

• 16% are self employed.• 12% are Businessmen.• 25% are students.• 10% are doing government service.

46% 54%

1.Own2. Rented

• 54% of the customer s in catchment area are living in their own houses.

• 46% of the customer s in catchment area are living in rented houses.

VEHICLES OWNED

1. Bike / Scooter

2. Car3. Both Car &

Bike4. None

• 45% of customer have two wheeler only.• 8% of customers have only cars• 28% of customers have both two wheeler

and four wheeler.• 19% of the customers do not have either

car or two wheeler

MODE OF TRANSPORT

23% 15%

1. Rickshaw-2. Vikram3. Auto4. Bus5. Bike / Scooter6. Car

MODE OF TRANSPORT

FINDINGS1. Maximum percentage of people ( 54% ) in

the catchment area uses Bike / Scooter as a mode of transport.

2. Only 1% of the people in catchment area uses Rickshaw and only 1% of people uses Vikram as a mode of transport.

3. 9% of the people use Auto as a mode of transport.

4. 23% of the people use Car as a mode of transport.

MONTHLY HOUSEHOLD INCOME

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1. Below Rs.100002. Rs. 10000>

Rs.150003. Rs. 15000> Rs.

200004. Rs. 20000> Rs.

250005. Rs. 25000> Rs

300006. More than Rs.

MONTHLY HOUSEHOLD INCOME

FINDINGS1. Income of 14% of the people in

catchment area is below 10000.2. 13% of people have monthly income of

10000>15000.3. 13% of people in catchment area have

monthly income 15000>20000.4. 14% have monthly income of

20000>25000.

5. 15% have monthly income of 25000>30000.

6. 32% have monthly income of more than 30000.

MONTHLY SPENDING ON FOOD AND GROCERY

1. Less than 1000

2. 1000 > 15003. 1500 > 20004. More than

MONTHLY EXPENDITURE ON FOOD AND GROCERY

1. 5% of customer in catchment area spend below 1000 per month.

2. 15% of customer spend 1000>1500 per month on food and grocery every month.

3. 26% of the customer spend 1500>2000 per month.

4. 54% of the customer spend more than 2000 per month on food and grocery.

COMPETITORS ANALYSIS

FOOD AND GROCERY

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43%21%

1. Big Bazaar2. Vishal Mart3. Spencer's4. Local market5. Wholesale

market6. Others

FOOD AND GROCERY

FINDINGS1. 43% People purchase food and grocery

from Big Bazaar.2. 9% of people purchase food and grocery

from Vishal Mega Mart.3. 18% of people purchase food and grocery

from Spencer's.4. 21% of people purchase food and grocery

from local market. Local market is still a strong competitor in the field .5. 4% of people purchase food and grocery from wholesale Market.

COMPETITORS ANALYSIS CONTI.........

APPARELS AND CLOTHING

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Big BazaarVishal Mega MartMaxShopper's StopLocal MarketGlobus Westside'sOthers

APPARELS AND CLOTHING

1. 22% people in catchment area purchase apparel from Big Bazaar.

2. 12% people purchase from Vishal mega Mart.3. 8% people purchase apparels from Max

Store.4. 13% from shopper stop.5. 15% from local market.6. 10% from Globus.7. 9% from west sides.8. 12% from other stores.

MONTHLY SPENDING ON FAMILY CLOTHING NEED

24%23%

27% 6%

20% Less than Rs 500 Rs. 500> Rs. 1000Rs. 1000> Rs. 1500Rs. 1500> Rs. 2000More than Rs. 2000

MONTHLY SPENDING ON FOOD AND GROCERY

1. 6% people spend about less than 500 every month.

2. 20% people spend 500 to 1000 per month.3. 24% people spend 1000> 1500 per month.4. 23% people spend 1500> 2000 per month.5. 27% people spend more than 2000 per

month on food and grocery.

TIME PREFERENCES TO BUY CLOTHES AND APPAREL

63%14%

9%Occasionally

Marriages / Parties

Religious Festivals

Sales / Offers

TIME PREFERENCES TO BUY CLOTHES / APPARELS

• 63% people in catchment area purchase clothes and apparels Occasionally.

• 14% people prefer to purchase apparels at marriages and parties.

• 14% people prefer to purchase apparels at religious festivals.

• Only 9% people prefer to purchase clothes and apparels at sales and offers.

ELECTRONICS

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15% 12%

Big BazaarSpencer's V Plus StoreJumboE ZoneWhole sale MarketNearby Store

ELECTRONIC

S % CUSTOMERS

Big bazaar 14%

Spencer's 4%

V plus store 7%

Jumbo 10%

E Zone 12%

Wholesale market 15%

Nearby Stores 38%

FURNITURE

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Big BazaarHome TownVishal Mega MartStyle Spa Spencer'sPitamber FurnitureWholesale MarketOthers

FURNITURE SHOP % CUSTOMER

Big Bazaar 8%

Hometown 16%

Vishal Mart 3%

Style Spa 5%

Spencer 3%

Pitamber Furniture 6%

Wholesale market 19%

Others. 42%

COMPETITORS ANALYSIS CONTI…..

Big BazaarShoppers StopTanishqD damasJewelers

GOLD SHOP % CUSTOMER

Big Bazaar 6%

Shopper's Stop 11%

Tanishq 27%

D damas 5%

Jewelers 51%

SINGLE MOST CRITICAL FACTOR FOR BUYING GOLD FROM A PARTICULAR OUTLET

Credibility / TrustBrandDesignOffersProximity

SINGLE MOST CRITICAL FACTOR FOR BUYING GOLD FROM A PARTICULAR OUTLET

FACTORS % CUSTOMER

Credibility / Trust 37%

Brand 19%

Design 24%

Offers 18%

Proximity 2%

TIME PREFERENCES TO BUY GOLD

123437%

OccasionallyMarriagesReligious FestivalsPromotional Offers

TIME PREFERENCE TO BUY GOLD

TIME % CUSTOMER

Occasionally 37%

Marriages 37%

Religious Festivals 32%

Promotional Offers 5%

AWARENESS ABOUT THE NAVARAS

47% 53%YesNo

YES 53%

NO 47%

SHOPPING REGULARITY

In Case of Weekly Shopping

14%1. Weekly2. Fortnight

ly3. Monthly

1. First week2. 2nd week3. 3rd week4. Last

SHOPPING REGULARITY

Weekly 14%

Fortnightly 39%

Monthly 48%

In Case of Weekly Shopping, in which week they shop more.

1st Week 91%

2nd Week 7%

Last Week 1%

DAYS PREFERENCES TO GO FOR SHOPPING

Mon/Tue/WedThu/FriSat/Sun

Day % of customer

Mon/Tue/Wed 18%

Thu/Fri 4%

Sat/Sun 79%

TIME SPENDING IN SHOPPING AT A TIME

29% 19%

Up to 30 min30 min - 1 hr.1hr. - 2 hr.More than 2 hr.

Up to 30 min.

30 min. – 1 hr. 19%

1hr. – 2 hr. 48%

More than 2 hr.

AWARENESS ABOUT T-24

Yes 70%

No 30%

PREFERRED COMPANIONSHIP WHILE SHOPPING

FriendsSpouse FamilyParentsOthers

Friends 35%

Spouse 16%

Family 41%

Parents 5%

Others 3%

FINAL DECISION MAKER IN PURCHASING

12345 20%

26% 45%

Self SpouseFamilyParentsother

Self 45%

Spouse 20%

Family 26%

Parents 7%

Others 2%

SINGLE MOST CRITICAL FACTOR FOR VISITING SHOPPING MALL

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13%11% 2%PriceVarietyProximityOne roofOffersOthersPrice 13%

Variety 23%

Proximity 9%

One roof 43%

Offers 11%

Others 2%

AWARENESS ABOUT BIG BAZAAR THROUGH DIFFERENT MEDIUM

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13%2% Word of

MouthNewspaperHoardingMobile VansVisited a StoreOthers

Word of mouth

Newspaper 32%

Hoarding 17%

Mobile Vans 4%

Visited a Store 33%

Others 2%

CUSTOMER SATISFACTION

6% 1% 14%

ExcellentVery goodGoodModerateNon Satisfactory

Excellent 14%

Very Good 38%

Good 41%

Moderate 6%

Non Satisfactory 1%

CUSTOMER SATISFACTION CONTI…..

QUALITY OF PRODUCTS

17% 10%

Excellent 10%

Very Good 28%

Good 43%

Moderate 17%

Non Satisfactory

VARIETIES OF THE PRODUCTS

Excellent 9%

Very Good 21%

Good 42%

Moderate 25%

Non Satisfactory 3%

STYLES AND FASHION

Excellent 9%

Very Good 12%

Good 38%

Moderate 34%

Non Satisfactory

SALES / OFFER

Excellent 16%

Very Good 28%

Good 28%

Moderate 16%

Non Satisfactory 2%

NEWS PAPER ANALYSIS IN CATCHMENT AREA

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35%17%

9% 4%1% Hindustan

times Times of IndiaDainik JagranAmar UjalaHindustanOthers

Hindustan Times

Times of India 35%

Dainik Jagran 33%

Amar Ujala 17%

Hindustan 9%

Others 1%

ANALYSIS OF TELECOM SERVICE PROVIDER

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3% T 24VodafoneIdeaRelianceTata DocomoAirtelBSNLAircel

ANALYSIS OF TELECOM OPERATORS IN CATCHMENT AREA

Name of operators % customer

T 24 3%

Vodafone 8%

Idea 8%

Reliance 12%

Tata Docomo 12%

Airtel 18%

BSNL 26%

Aircel 8%

FM RADIO ANALYSIS

25%18%

91.9 Radio City98.3 Radio Mirchi93.5 Red FM 100.7 AIR

91.1 Radio City

98.3 Radio Mirchi

93.5 Red FM 25%

100.7 AIR 4%

ANALYSIS OF PAYING ATTENTION TO COMMERCIAL ADVERTISEMENT

If Yes,

26%26%

TVRadioMagazines /NewspaperAll

ANALYSIS OF PAYING ATTENTION TO COMMERCIAL ADVERTISEMENTS

If Yes, then where?

YES 93%

TV 41%

Radio 8%

Magazines /Newspapers

All 25%

MAJOR FINDINGS

• 33% Of the customer in catchment area are salaried employee.

• 45% have Bike and 8% have Car and 28% customers have both bike and car.

• 52% customer use bike or scooter as a mode of transport.

• 32% people in the catchment area are higher middle income group, whose monthly income is more than Rs. 30000 .

• 54% spend more than Rs. 2000 per month on food and grocery.

• Only 43% customer in catchment area purchase food and grocery from Big Bazaar, and 18% people don’t purchase food and grocery from any supermarket, these customer purchase from local market only.

• Only 22% purchase clothes and apparels from ,15% still purchase clothes from local market.

• Only 14% people in catchment area purchase electronics from Big Bazaar, and 38% purchase from nearby stores.

• Only 8% purchase furniture from Big Bazaar, and 42% purchase furniture from Local Market.

MAJOR FINDINGS CONTI………

• Only 6% customers in catchment area purchase gold from Big Bazaar, and 51% customer still purchase gold from local jewelers.

• 37% prefer to buy gold at marriages time.• Only 53% people in catchment area are aware about

NAVRAS.• 48% People in the catchment area prefer to shop only

once in a month.• 79% customers in the catchment area prefer to shop at

sat/ sun.• Only 70% are aware about the T24 mobile sim card

provided exclusively at the Big Bazaar stores.• 32% people in catchment area know about Big Bazaar

from the newspaper.• About 40% people are not satisfied with styles/ fashion

at Big Bazaar.• 35% read Times of India as daily Newspaper, and 33%

people read Dainik Jagran .• 26% uses BSNL Service and 18% uses Airtel as telecom

service operators.• Only 3% uses T24 Service.• 52% people in catchment area prefer to listen 98.3

Radio mirchi , and 93% pay attention to commercial advertisements.

MAJOR FINDINGS CONTI……. COMPETITORS ANALYSIS IN CATCHMENT AREA

FOR FOOD AND GROCERY• Spencer's• Vishal Mega Mart• Local Kirana Stores• Whole sale Market

FOR ELECTRONICS• Spencer's• V Plus Store• Jumbo• E Zone• Wholesale Market• Local Market

FOR CLOTHES AND APPARELS• Vishal Mart• Shoppers Stop• Max• West Sides• Exclusive Stores• Local Markets

FOR FURNITURES• Home Town• Pitamber Furniture• Style Spa• Vishal Mart• Wholesale Market

SUGGESTION TO INCREASE FOOT FALLS

MERCHANDISE• There is need to add more brands of apparels to the

apparel section to attract the higher profile customers , who prefer to wear branded apparels.

• There is need to add more branded shoes to the footwear section to make it more attractive for the customer of high profile because the store is located in the Gomti Nagar ,and the catchment have mostly higher profile people.

• About 40% customers in the catchment area are not satisfied with the styles and fashion at the Big Bazaar, so there is need to make it parallel to the current modern styles and fashions.

• In the Food Bazaar section there is a large varieties of the same product in both food and non food section , we should give more attention to the quality rather than stalking of the unnecessary quantity.

SUGGESTION CONTI………

FACILITIES

1. Billing should be more fast and more Billing points (especially at peak times).2. Effective crowd control., Delivery of the product before deadline specially furniture.3. Space to keep purchased goods when move to the upper levels.4. Kids entertainment zone/ space to leave kids while shopping/ provide ‘kangaroo

Bags’. PROMOTIONAL ACTIVITIES

5. There is need of extensive promotional advertisements about the NAVRAS and T24

in the catchment area.2. Leaflets is the cheapest mode to communicate about the

different sales and offers in the catchment area, we can distribute it at the most gathered places in the catch -ment area like Patrakar puram crossing, Outside of different malls .3. Mobile Vans could be another cost effective tool for promotion of different sales and offers.

CUSTOMER SERVICE

1. Well and polite behavior from staffs to customers.2. Staffs should be ready to help the customers all time in a

better way.3. Customers should be cared in a better way inside the store.4. Staffs should be aware of the products very well.5. Staffs should be ready to respond to the queries from the

customers.6. Staff at CSD ( customer Service Desk) must be comfortable in English communication, and well educated.7. Skilled and soft tone staff should be

employed for Paging service.

THANK YOU

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