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CHAPTER - I
CHAPTER - I
CHAPTER - I
INTRODUCTION
1.1 INTRODUCTION OF THE STUDY
It is a measurement or indicator of the degree to which customers or users of an
organization’s products or services are pleased with those products or services.
Customer satisfaction to a company can be defined as:
The company's ability to fulfill the business, emotional, and psychological needs of its
customers;
Quality of service delivery expected by the customers.
An internal drive to satisfy an unsatisfied need of customer.
Providing good service in a pleasant manner and meeting the customer's expectations;
The measure of the degree to which a product or service meets the customer's
expectations;
Comparison of expectations versus actual experience.
Why and how to measure Customer Satisfaction?
Most companies say that they believe in great customer service, but few set up a system to
ensure that they provide it. To deliver excellent customer service takes both understanding what
your customers want and the way to see that they receive it.
Delighted Customers Are Profitable:
It is widely accepted that it is almost five times more profitable to sell to an existing customer
than to find a new customer. More important, the difference between satisfied customers and
very satisfied customers can make a big difference in customer repeat business and the profits.
Measuring client satisfaction is very important and distinguishing between degrees of
satisfaction by using customer surveys is crucial.
Measuring Customer Satisfaction
There are several ways to gather input from customers. The simplest way to find out how
customers feel and what they want is to ask them. If you have only 20 customers, you can talk to
each one personally. The advantage of this approach is that you'll get a personal "feel" for each
customer. The disadvantage is that you'll gather different information from each customer
depending on how the conversation goes. Customer surveys with standardized survey question
insure that you will collect the same information from everyone. Remember that few of your
customers will be interested in "filling out a questionnaire". It's work for them without much
reward. By launching a customer survey as an attempt to find out "how we can serve you better"
-- your customers will feel less put upon.
Here are a few of the possible dimensions that one could measure:
Quality of product
Pricing
Offers and discounts
Staff’s behavior
Complaints or problems
Billing experience
Security’s behavior
Store’s ambience & cleanliness
Overall experience in store
1.2 INDUSTRY PROFILE
1.2.1 RETAIL INDUSTRY
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 the consumers, the industry is
getting more popular these days and getting organized as well. With growing market demand, the
industry is expected to grow at a pace of 25-30% annually. The India retail industry is expected
to grow from 35,000 crore in 2004-05 to 109,000 crore by the year 2010.
In the Indian retailing industry, food is the most dominating sector and is growing at a
rate of 9%annually. The branded food industry is trying to enter the India retail industry and
convert Indian consumers to branded food. Since at present 60% of the Indian grocery basket
consists of non- branded items.
1.2.2 Growth of Indian Retail
It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion.
India retail industry is one of the fastest growing industries with revenue expected in 2007 to
amount US$ 320 billion and is increasing at a rate of 5% yearly. A further increase of 7-8% is
expected in the industry of retail in India by growth in consumerism in urban areas, rising
incomes, and a steep rise in rural consumption. It has further been predicted that the retailing
industry in India will amount to US$ 21.5 billion by 2010 from the current size of US$ 7.5
billion.
According to the 8th Annual Global Retail Development Index (GRDI) of AT Kearney, India
retail industry is the most promising emerging market for investment. In 2007, the retail trade in
India had a share of 8-10% in the GDP (Gross Domestic Product) of the country. In 2009, it rose
to 12%. It is also expected to reach 22% by 2010.
According to a report by Northbride Capita, the India retail industry is expected to grow to
US$ 700 billion by 2010. By the same time, the organized sector will be 20% of the total market
share. It can be mentioned here that, the share of organized sector in 2007 was 7.5% of the total
retail market.
1.2.3 Major Retailers in India
1.2.3.1 Pantaloon:
Pantaloon is one of the biggest retailers in India with more than 450 stores across the country.
Headquartered in Mumbai, it has more than 5 million sq. ft retail space located across the
country. It's growing at an enviable pace and is expected to reach 30 million sq. ft by the year
2010. In 2001, Pantaloon launched country's first hypermarket ‘Big Bazaar’. It has the following
retail segments:
Food & Grocery: Big Bazaar, Food Bazaar
Home Solutions: Hometown, Furniture Bazaar, Collection-i
Consumer Electronics: e-zone
Shoes: Shoe Factory
Books, Music & Gifts: Depot
Health & Beauty Care: Star, Sitara
E-tailing: Futurebazaar.com
Entertainment: Bowling Co.
1.2.3.2 Tata Group
Tata group is another major player in Indian retail industry with its subsidiary Trent, which
operates Westside and Star India Bazaar. Established in 1998, it also acquired the largest book
and music retailer in India ‘Landmark’ in 2005. Trent owns over 4 lakh sq. ft retail space across
the country.
1.2.3.3 RPG Group
RPG Group is one of the earlier entrants in the Indian retail market, when it came into food &
grocery retailing in 1996 with its retail Foodworld stores. Later it also opened the pharmacy and
beauty care outlets ‘Health & Glow’.
1.2.3.4 Reliance
Reliance is one of the biggest players in Indian retail industry. More than 300 Reliance Fresh
stores and Reliance Mart are quite popular in the Indian retail market. It's expecting its sales to
reach ` 90,000 crores by 2010.
1.2.3.5 AV Birla Group
AV Birla Group has a strong presence in Indian apparel retailing. The brands like Louis Phillipe,
Allen Solly, Van Heusen, Peter England are quite popular. It's also investing in other segments
of retail. It will invest ` 8000-9000 crores by 2010.
1.2.4 Retail formats in India
Hyper marts /supermarkets: large self-servicing outlets offering products from a variety of
categories.
Mom-and-pop stores: they are family owned business catering to small sections; they
are individually handled retail outlets and have a personal touch.
Departmental stores: are general retail merchandisers offering quality products and
services.
Convenience stores: are located in residential areas with slightly higher prices goods
due to the convenience offered.
Shopping malls: the biggest form of retail in India, malls offers customers a mix of all
types of products and services including entertainment and food under a single roof.
E-trailers: are retailers providing online buying and selling of products and services.
Discount stores: these are factory outlets that give discount on the MRP.
Vending: it is a relatively new entry, in the retail sector. Here beverages, snacks and
other small items can be bought via vending machine.
Category killers: small specialty stores that offer a variety of categories. They are
known as category killers as they focus on specific categories, such as electronics and
sporting goods. This is also known as Multi Brand Outlets or MBO's.
Specialty stores: are retail chains dealing in specific categories and provide deep
assortment. Mumbai's Crossword Book Store and RPG's Music World are a couple of
examples.
1.2.5 Challenges facing Indian retail industry
The tax structure in India favors small retail business
Lack of adequate infrastructure facilities
High cost of real estate
Dissimilarity in consumer groups
Restrictions in Foreign Direct Investment
Shortage of retail study options
Shortage of trained manpower
Low retail management skill
1.2 COMPANY PROFILE
VASANTH & CO
1.2.1 Introduction
Vasanth & Co is a renowned chain dealer of consumer electronics and home appliances
in Tamil Nadu, India. The company was started in year 1978 and has 39 showrooms across
almost every town in Tamil Nadu and one in Pondicherry and Bangalore. The company is owned
by H. Vasanthakumar.
1.2.2 Branches
It has branches in the following places
Adyar, Choolaimedu, Kilpauk, Kodambakkam, Mylapore, Nanganallur, Padi, Velachery,
Purasawalkam,Porur,Royapuram,TNagar (Locations), Tambaram and Washermanpet in Chennai
. It has branches almost in every town in Tamil Nadu and one in Bangalore and Pondicherry.
Total known branches are more than 51. Out of which the company has 17+ branches only in
Chennai.
1.2.3 Expansion
The chain plans to expand its sales network to 100 showrooms across India by year 2009 under
an investment plan of 100 to 150 crore rupees (20 to 30 million US dollars). It reported a
turnover of 500 crores of rupees (100 million US dollars) in year 2007. Through this expansion
Vasanth & co would get the name of largest retailer in India.
1.2.4 SAP implementation
The company chose to implement SAP ERP 2005 across its 50 show rooms to integrate
availability of information which will help in optimising its supply chain with faster turnaround
of its inventory and enhanced visibility of profits.
Vasanth and Co is a premium chain dealer of consumer electronics, home appliances and
mobile phones having base in Chennai, India. Vasanth and Co was started in 1978 and currently
has 40 + showrooms in almost every town in Tamil Nadu. Their base expands
to Pondicherry and Bangalore. The company’s turnover is reported to be over 500 crore Indian
Rupee (INR) or 100 Million USD in 2007. Vasanth & Co sells wide range of products that
includes mobile phones, refrigerators, air conditioners, micro wave ovens, washing machines and
many house hold appliances. They are dealers of world class manufacturers like LG, Samsung,
Sony, Sharp, Philips, Whirl Pool etc.,
Vasanth and Co was established by honorable Indian entrepreneur and Tamil Nadu
Government Member of Legislative Assembly (MLA) Mr. H. VasanthaKumar. He is a famous
personality in the Indian political and entrepreneur space. Mr. Vasanthakumar was born in
Kanyakumari District in Tamil Nadu, India. In 2006, he wrote a book titled Vetrikodi
Kattuwhich was released by Indian Famous Actor Mr. Rajinikanth. He also runs a popular
television channel - Vasanth TV.
Vasanthandcoinfo.com has no relationship with company Vasanth & Co Pvt. Ltd., We
are information providers who offer information about company Vasanth & Co Pvt. Ltd., and
help people in finding authentic data in internet.
1.4 PRODUCT PROFILE
Vasanth & co has wide range of products. The product base ranges from small house hold
appliances to higher end electronics and branded items. Vasanth and co are the dealers of various
worldwide brand companies like LG, Samsung, Sony, Philips, Sharp, Whirlpool and much more.
Products list extends to
washing machine,
television(tv),
fridge,
mobile phones,
dvd players,
plasma tv,
air conditioners,
microwave etc.,
The best part of shopping at vasanth & co is the price. The price that Vasanth & co gives to
its customers is the lowest in the industry. This price is so cheap that even middle class and
lower middle class people prefer to shop at Vasanth & co. At the same time, upper class and
upper middle class people shop at Vasanth and Co seeing the quality and customer satisfaction.
1.5 NEED FOR THE STUDY
To get suggestion from public for improvement.
To achieve overall satisfaction of the customer.
To retain the existing customer.
To maintain good relationship with customer.
1.6 OBJECTIVES OF THE STUDY
Primary Objective
To study about the customer satisfaction with reference to Vasanth & Co
Secondary Objectives
To analyze the needs and expectation of the customer
To study the opinion of the customer regarding the price
To determine the performance of the sale person in the store
1.7 SCOPE OF THE STUDY
The project focuses on the needs for learning customer satisfaction for successful
marketing
It will be helpful for Vasanth & co for identifying the needs of the customer and for
decision making to promote marketing status.
This project can be a base for researchers doing research in related areas and it will be
helpful for Vasanth & co in viewing the worth of the consumer and attitude of the buyer’s
decision making.
1.8 REVIEW OF LITERATURE
Furthermore, Zairi (2000) says that many studies have viewed the impact of customer
satisfaction on repeat purchase, loyalty and retention and they have all echoed concern
that customers who are satisfied are most likely to share their experiences with other
people with regards to about five to six people.
According to Hasemark and Albinsson (2004) cited in Singh (2006:1) “satisfaction is an
overall attitude towards a product provider or an emotional reaction to the difference
between what customers expect and what they actually receive regarding the fulfillment
of a need”.
According to Fombrun (1996) image is a perceptual representation of the firm’s overall
appeal when compared with other rivals. They argue that both benevolence and image are
extrinsic faces of the satisfaction object.
According to Kotler-Customer satisfaction depends on the product’s perceived
performance relative to buyer’s expectations. If the product performance falls short of
expectations, the customer is dissatisfied. If performance matches expectations, the
customer is satisfied. If performance exceeds expectations, the customer is highly
satisfied or delighted.
The Kano model is a theory of product development and customer satisfaction developed
in the 1980s by Professor Noriaki Kano that classifies customer preferences into five
categories: Attractive, One-Dimensional, Must-Be, Indifferent, Reverse. The Kano model
offers some insight into the product attributes which are perceived to be important to
customers. Kano also produced a methodology for mapping consumer responses to
questionnaires onto his model.
1.9 RESEARCH METHODOLOGY
1.9.1 RESEARCH DESIGN
I selected Descriptive Research Design for my project “A STUDY ON CUSTOMER
SATISFACTION”. Descriptive research is also called Statistical Research. The main goal of this
type of research is to describe the data and characteristics about what is being studied. The idea
behind this type of research is to study frequencies, averages, and other statistical calculations. It
is quantitative and uses surveys and panels and also the use of probability sampling.
1.9.2 SOURCE OF DATA COLLECTION
The sources of information are generally divided into documentary and file sources. For
collection of data in this study, both documentary and field source were made use of. The
documentary information’s were collected from both the primary and secondary sources. The
sources of information essentially primary, where the questionnaire was administered to the
respondents and discussion with the other department Personnel. The secondary source of
information consisted of relevant documents, publication and reports pertaining to the company.
Primary data
Those data are collected in the first time and has a direct connection with the
respondents is called primary data.
The data was collected using questionnaires. A questionnaire is a preformulated written set of
questions to which respondent’s record their answers. The mode of my data collection is primary
data and in the form of questionnaires.
Secondary Data
Those data which are collected in the mode of magazine, journals, and websites is called
secondary data.
1.9.3 SAMPLE DESIGN
Sampling is the process of selecting the sample from the population.
Sample: A part of the population selected for study in such a way that it represents the
population is called a sample.
Population: Population refers to the entire group of people, events or things of interest that the
researcher wishes to investigate.
The sampling technique that has been used in this project is convenience sampling.
1.9.4 SAMPLE SIZE
The number of individuals included in the finite sample is called the size of the sample or
sample size. The sample size of the study is 62.
1.9.5 TOOLS USED FOR DATA ANALYSIS
The data collected was tabulated and analyzed with the help of
1. Percentage analysis
2. Chi square test
1) Percentage Analysis
Percentage analysis is used to determine the relationship between two or more series. In
this method, the data obtained are tabulated. The table consists of the options given for the
questions, number of respondents for each option and the percentage of respondents for each
option among the whole sample size. The percentage method is used to know the accurate
percentages of the data we took. The following formula was used
Percentage of the respondents = No. of respondents favorable X 100
Total no. of respondents
2) Chi – Square Test:
Chi – Square is an important non-parametric test and such no rigid assumptions are
necessary in respect of the type of population. We require
only the degrees of freedom for using the test. As non-parametric test,
chi-square can be used.
As a test of goodness of fit.
As a test of independence.
Test of independence:-
H0 : There is no significant relationship between the two variables.
H1 : There is significant relationship between the two variables
Step – 1: Establish hypotheses.
Step – 2: Tabulate the variables to be compared.
Step – 3: Calculate chi-square statistic.
Step – 4: Assess significance level. Doing so requires knowing the number of degrees of
freedom.
Step – 5:If calculate chi-square value is less than the chi-square value, it falls
in the acceptance region. Hence, accept H0 otherwise reject H0.
1.10 LIMITATIONS OF THE STUDY
Due to lack of time, unable to collect more information from the Customers.
Some customers are afraid to give information’s
The whole population cannot be studied due to Selection of limited Samples
CHAPTER II
CHAPTER II
DATA ANALYSIS AND INTERPRETATION
2.1 PERCENTAGE ANALYSIS
Convenient of the locationTable: 2.1.1
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Yes 62 100.0 100.0 100.0
No 0 .0 .0 .0
Total 62 100.0 100.0 Source: Primary data
INFERENCE:
It is inferred that 100% of the respondent are convenient with the location
Convenient of the locationChart: 2.1.1
Store hour matches with shopping hoursTable: 2.1.2
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Yes 62 100.0 100.0 100.0
No 0 .0 .0 .0
Total 62 100.0 100.0 Source: Primary data
INFERENCE:
It is inferred that 100% of the respondent have said that the shopping hours matches with
the sale hours
Store hour matches with shopping hoursChart: 2.1.2
Store AtmosphereTable: 2.1.3
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Strongly Agree 13 21.0 21.0 21.0
Agree 31 50.0 50.0 71.0
Neutral 18 29.0 29.0 100.0
Disagree 0 .0 .0 100.0
Strongly Disagree 0 .0 .0 100.0
Total 62 100.0 100.0 Source: Primary data
INFERENCE:
It is inferred that 50% of the customer felt that store atmosphere are appealing, 21% of
the customer strongly felt that store atmosphere are appealing.
Store AtmosphereChart: 2.1.3
Quality & Variety of productsTable: 2.1.4
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Outstanding 6 9.7 9.7 9.7Good 30 48.4 48.4 58.1Satisfactory 14 22.6 22.6 80.6Average 12 19.4 19.4 100.0Poor 0 .0 .0 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 48.4% of the respondent felt that quality & variety of products is good,
And 9.7% of the respondent felt that quality & variety of products is outstanding.
Quality & Variety of productsChart: 2.1.4
Offers & DiscountsTable: 2.1.5
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Outstanding 2 3.2 3.2 3.2Good 20 32.3 32.3 35.5Satisfactory 16 25.8 25.8 61.3Average 16 25.8 25.8 87.1Poor 8 12.9 12.9 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 32.3% of the respondent felt that offers & discounts is good, and 3.2%
of the respondent felt that offers & discounts is outstanding.
Offers & DiscountsChart: 2.1.5
Experience with the sales manTable: 2.1.6
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Outstanding 6 9.7 9.7 9.7Good 18 29.0 29.0 38.7Satisfactory 25 40.3 40.3 79.0Average 13 21.0 21.0 100.0Poor 0 .0 .0 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 40.3% of the respondent felt that experience with the sales manIs satisfactory and 9.7% of the respondent felt that experience with the sales man is outstanding.
Experience with the sales manChart: 2.1.6
Store ambiance & cleanlinessTable: 2.1.7
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Outstanding 12 19.4 19.4 19.4Good 16 25.8 25.8 45.2Satisfactory 25 40.3 40.3 85.5Average 9 14.5 14.5 100.0Poor 0 .0 .0 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 40.3% of the respondent felt that Store ambiance & cleanliness is satisfactory, and 19.4% of the respondent felt that Store ambiance & cleanliness is outstanding
Store ambiance & cleanlinessChart: 2.1.7
Billing ExperienceTable: 2.1.8
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Outstanding 3 4.8 4.8 4.8Good 49 79.0 79.0 83.9Satisfactory 7 11.3 11.3 95.2Average 3 4.8 4.8 100.0Poor 0 .0 .0 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 79% of the respondent felt that billing experience is good, and 4.8% of the respondent felt that that billing experience is outstanding as well average.
Billing ExperienceChart: 2.1.8
Choosing Vasanth & CoTable: 2.1.9
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Newspaper 10 16.1 16.1 16.1Radio 0 .0 .0 16.1TV/ Internet 43 69.4 69.4 85.5Friends/Relatives 9 14.5 14.5 100.0Others 0 .0 .0 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 69.4% of the respondent comes to know about Vasanth & Co by the means of tv/internet, and 14.5% of the respondent comes to know about Vasanth & Co by the means of friends/relatives
Choosing Vasanth & CoChart: 2.1.9
Reason for choosingTable: 2.1.10
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Offers & Discounts 20 32.3 32.3 32.3Flexible cash payment 7 11.3 11.3 43.5Customer friendly 9 14.5 14.5 58.1Quality of the Product 9 14.5 14.5 72.6Quality of the Delivery 10 16.1 16.1 88.7Trustworthiness 7 11.3 11.3 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 32.3% of the respondent said that the reason for choosing Vasanth & co is offers & discounts, and 11.3% of the respondent said that the reason for choosing Vasanth & co is flexible cash payment and trustworthiness.
Reason for choosingChart: 2.1.10
YearsTable: 2.1.11
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
0 to 5 years 31 50.0 50.0 50.06 to 10 years 17 27.4 27.4 77.411 to 15 years 6 9.7 9.7 87.1Above 15 years 8 12.9 12.9 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 50% of the customer are using vasanth & co for the past 0 to 5 years,
and 9.7% of the of the customer are using vasanth & co for the past 11 to 15 years.
YearsChart: 2.1.11
Overall ExperienceTable: 2.1.12
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Outstanding 11 17.7 17.7 17.7Good 36 58.1 58.1 75.8Satisfactory 15 24.2 24.2 100.0Average 0 .0 .0 100.0Poor 0 .0 .0 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 58.1% of the customer said that overall experience in vasanth & co is
good, and 17.7% of the customer said that overall experience in vasanth & co is outstanding.
Overall ExperienceChart: 2.1.12
Age
Table: 2.1.13
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
<18 0 0 0 018-24 7 11.3 11.3 11.3
25-34 17 27.4 27.4 38.7
35-44 21 33.9 33.9 72.6
45-55 17 27.4 27.4 100.0
>55 0 .0 .0 100.0
Total 62 100.0 100.0 Source: Primary data
INFERENCE:
It is inferred that 33.9% of the respondent are in the age group of 35 to 44, and 11.3% of
the respondent are in the age group of 18 to 24.
AgeChart: 2.1.13
Gender
Table: 2.1.14
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Male 46 74.2 74.2 74.2Female 16 25.8 25.8 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 74.2% of the respondent are male, and 25.8% the respondent are female.
Gender
Chart: 2.1.14
Qualification
Table: 2.1.15
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
SSLC 8 12.9 12.9 12.9HSC 10 16.1 16.1 29.0Diploma 9 14.5 14.5 43.5UG 17 27.4 27.4 71.0PG 12 19.4 19.4 90.3Professional 6 9.7 9.7 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 27.4% of the respondent are ug, and 9.7% the respondent are
professional.
QualificationChart: 2.1.15
OccupationTable: 2.1.16
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
Government 6 9.7 9.7 9.7Private 29 46.8 46.8 56.5Business 7 11.3 11.3 67.7Student 11 17.7 17.7 85.5House Wife 9 14.5 14.5 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 46.8% of the respondent works in a private concern, and 9.7% of the
respondent are government employees.
OccupationChart: 2.1.16
IncomeTable: 2.1.17
ParticularsFrequency Percent
Valid Percent
Cumulative Percent
<2 Lakhs 31 50.0 50.0 50.02 – 4 Lakhs 16 25.8 25.8 75.84 – 6 Lakhs 10 16.1 16.1 91.9>6 Lakhs 5 8.1 8.1 100.0Total 62 100.0 100.0
Source: Primary data
INFERENCE:
It is inferred that 50% of the respondent earn annual income less than 2 lakhs, and 8.1%
of the respondent earns annual income more than 6 lakhs.
IncomeChart: 2.1.17
2.2 STATSTICAL ANALYSIS
Analyze the customer experience with the sales man and overall experience (Using Chi-Square Test)
Table 2.2.18
Particulars Outstanding Good Satisfactory Average Poor Total
Sales man 6 18 25 13 0 62
Solution:-
Null hypothesis Ho: There exists no significant relationship between the sales man and customer
experience
Alternate hypothesis H1: There exists a significant relationship between the sales man and
customer experience
Chi-square test(Q.No:6)
Table 2.2.18
Value Df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 86.653a 6 .000
Likelihood Ratio 84.547 6 .000
Linear-by-Linear Association 45.522 1 .000
N of Valid Cases 62
Level of Significance α = 5% = 0.05
INFERENCE:
The calculated value of chi-square is lesser than the expected value of chi-square.
So, H0 is rejected i.e. Null hypothesis is rejected and Alternate hypothesis is accepted
which shows that there is a significant relationship exists between sales man and customer
experience.
CHAPTER III
CHAPTER III
RESULTS, DISCUSSION AND CONCLUSION
3.1 FINDINGS
From Percentage Method
Most of the respondents are from the age group of 35-44(35-44%) and most of the
respondents are male (74.2%) and most of the employees earns a salary of <2 Lakhs per
annum (50%) and few of the respondent are qualified with a degree(27.4%) and majority
of the respondents are working in a private concern (46.8%)
The entire respondent is convenient with the store location
The entire respondent said that the shopping hours matches with the sale hours
Nearly (50%) of the customer felt that store atmosphere is appealing,
Nearly (48.4%) of the respondent felt that quality & variety of products is good,
Nearly (32.3%) of the respondent felt that offers & discounts is good,
Nearly (40.3%) of the respondent felt that experience with the sales man is satisfactory
Few of the respondent felt that Store ambiance & cleanliness is satisfactory (40.3%)
Most of the respondent felt that billing experience is good (79.1%)
Most of the respondent comes to know about Vasanth & Co by the means of tv /internet
(69.4%)
Few of the respondent said that the reason for choosing Vasanth & co is offers &
discounts (32.3%)
Nearly (50%) of the customer is using vasanth & co for the past 0 to 5 years
Nearly (58.1%) of the customer said that overall experience in vasanth & co is good
From Chi-Square Test
Chi-Square Test shows that, there is a significant relationship between experience with
sales man and the overall customer experience.
3.2 SUGGESTIONS
Since the 50% of the respondents said the atmosphere is appealing, the company can
improve the environment by soft music, providing customer requirement details which
make them to have good appealing
The company can improve the attractive offers and discounts and Installment & interest
rate can be made transparent.
The company has to concentrate on the proper cleanliness and should provide the
customers good ambience
Facilities like air conditioning can be provided to comfort the customer.
3.3 CONCLUSION
The study reveals that the market of Vasanth & Co has a good image. The market is very
competitive. Advertisements and promotional campaigns act as a major role in creating
awareness and preference. The company should extended better services and maintains a good
rapport with customers. Relationship marketing plays a vital role in this industry. So it can be
concluded that a company, which provides attractive schemes and good services, will flourish.
APPENDIX
APPENDIX
QUESTIONNAIRE
1. Is the location of the store convenient?
Yes No
2. Does the store hour matches with your shopping hours?
Yes No
3. Store atmosphere and decor are appealing.
Strongly agree Agree neither agree nor disagree Disagree
Strongly Disagree
4. How do you rate the quality and variety of the products?
Outstanding Good Satisfactory Average Poor
5. How do you rate the offers and discounts?
Outstanding Good Satisfactory Average Poor
6. Rate your experience with the sales man?
Outstanding Good Satisfactory Average Poor
7. How is the store’s ambiance and cleanliness?
Outstanding Good Satisfactory Average Poor
8. How was the billing experience?
Outstanding Good Satisfactory Average Poor
9. How did you come to know about Vasanth & Co.?
Newspaper Radio TV/Internet Friends & Relatives
Other…………..
10. Reason for choosing Vasanth & Co.?
Offers & Discounts Flexible cash payment Customer friendly
Quality of the Product Quality of the Delivery Trustworthiness
11. How long you have been the customer of Vasanth & co.?
0 to 5 years 6 to 10 years 11 to 15 years Above 15 years
12. How was your overall experience in vasanth & co.?
Outstanding Good Satisfactory Average Poor
13. Your valuable suggestion:
………………………………………………………………………………………………………
………………………………………………………………………………………………………
……………………………………………………………………………………………………...
Respondent Profile:-
Name (Optional): ……………………………………………………
Age(years): <18 18-24 25-34 35-44 45-55 >55
Gender: Male Female
Qualification: SSLC HSC Diploma UG PG Professional
Occupation: Government Private Business Student Housewife
Income (per annum): <2 Lakhs 2 – 4 Lakhs 4 – 6 Lakhs >6 Lakhs
Residential Location: ………………………………………………..
REFERENCE
REFERENCE
Books:
1. KOTHARI.C.R, “Research methodology- Methods & Techniques” New Age
International (P) Ltd. New Delhi, Second edition,2004
2. GUPTA S.P, “Statistical Methods” Sultan chand & sons Publishers New Delhi, Thirty
fourth editions, 2005.
3. Dr.Sharma.D.D (2000) “MARKETING RESEARCH”, Sultan Chad & Co, New Delhi.
Websites:
4. http://www.vasanth & co.com/
5. http://en.wikipedia.org/wiki/marketing
6. http://en.wikipedia.org /wiki/employees satisfaction
7. http://www.google.com/retail industry in India
