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A STUDY ON CUSTOMER STATISFACTION WITH SPECIAL REFERENCE TO SHRI KANNAN DEPARTMENTAL STORE (P) LTD
(COIMBATORE)
By
VINOTH KUMAR .K
(Reg No: 1061224)
Of
K.S.RANGASAMY COLLEGE OF TECHONOLOGY
(An Autonomous Institution Affiliated To Anna University of Technology, Coimbatore)
TIRUCHENGODE - 637 215.
SUMMMER PROJECT REPORT
Submitted to the
FACULTY OF MANAGEMENT STUDIES
In partial fulfillment of the requirements for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
JULY-2011
1
BONAFIDE CERTIFICATE
It is Certified that this project titled “A STUDY ON CUSTOMER STATISFACTION WITH SPECIAL REFENCE TO SHRIKANNAN DEPARTMENTAL STORE (P) LTD, COIMBATORE” is the bonafide work of
Mr. K.VINOTH KUMAR who carried out the research under my supervision.
Certified further, that to the best of my knowledge the work reported here
does not form part of any other project report or dissertation on the basis of
which a degree or award was conferred on an earlier occasion on this or any
other candidate.
DirectorSupervisor
Head of the Institution
Internal Examiner External Examiner
2
K.S.RANGASAMY COLLEGE OF TECHNOLOGY (AUTONOMOUS)TIRUCHENGODE
MBA Summer Project Work(Batch 2010-2012)
Title of the project A STUDY ON CUSTOMER STATISFACTION WITH SPECIAL REFERNCE TO SHRI KANNAN DEPARTMENTAL STORE (P)
LTD,COIMBATORE
Name of the student &
E-mail address
K.Vinoth Kumar
Name of the
supervisor
M.PUPESH KUMAR MBA.,(PhD)
ASSOCIATE PROFESSOR
Industry where the
project is undertaken
SHRI KANNAN DEPARTMENTAL STORE (P) LTD COIMBATORE
ABSTRACTThis study entitled “A study on customer satisfaction with specials reference to Shri Kannan
departmental store (P) Ltd”. The research designed used for this research was descriptive
research. The researcher took 150 responds from the customers. The primary data collected
from the respondents through structured questionnaires. The statistical tool applied for this
study was percentage analysis.
The main objectives of the research are to identify the awareness of Shri Kannan
departmental store (P) Ltd, to find out the media advertisement, to identify the satisfaction
level of Shri Kannan departmental store (P) Ltd, Coimbatore.
3
DECLARATION
I hereby declare that the project entitled “A STUDY ON CUSTOMER STATISFACTION WITH SPECIAL REFERNCE TO SHRI KANNAN DEPARTMENTAL STORE (P), LTD COIMBATORE” in partial Fulfillment for
the award if the degree of MASTER Of BUSINESS ADMINISTRATION is a
record of original project work done by me, during my period of study in
K.S.Rangasamy College of Technology (Autonomous), Tiruchengode under the guidance of Mr. M.Rupesh Kumar, Associate Professor,
Department of M.B.A and no part of it has been submitted for any other
Degree or Diploma.
Date : Signature:
Place : Name of the
candiate:
4
ACKNOWLEDGEMENT
It is with great enthusiasm and learning spirit that I bring out this project
report. I also feel that it’s the right opportunity to acknowledge the support and
guidance that came in for various quarters during the course of completion of
my project. I am extremely thankful to our beloved Chairman Lion Dr. K.S
RANGASAMY and The Principal Dr. K. Thyagarajah., B.E., ME., Ph.D.,
SIMEEE, MISTE .
I express my gratitude to Dr .A. Lakshmi MA., MBA., M.Phil., B.Ed.,
Ph.D Director of MBA for rendering me all facilities and guiding me right
through the end for the successful completion of the work.
I would like to thank my internal guide Mr. M. Rupesh Kumar MBA.,
(PhD)., for the guidance and support which have been instrumental in
accomplishing this project.
I am thankful to V. Ravikrishnan, Personal Assistant, Shri Kannan
Departmental Store (P) Ltd, for permitting me to do project in their esteemed
organization and providing me all help needed to complete my project most
successfully.
I wish to convey my sincere thanks to all my teaching and non-teaching
staff of the department of management studies.
I thank my Family, Friends and the almighty for supporting me in every
way they could. At last I would like to thank all those who helped me directly
or indirectly in conduct successfully completing the project.
5
CHAPTER NO PARTICUALRS PAGE NO.
1 INTRODUCTION 11.1 INTRODUCTION 1
1.2 OBJECTIVES OF THE STUDY 2
1.3 SCOPE OF THE STUDY 3
1.4 LIMITATIONS OF THE STUDY 4
1.5 CHAPTERIZATION OF THE STUDY 5
2 CONCEPTS AND REVIEW 62.1 CONCEPT OF THE STUDY 6
2.2 REVIEW OF RELATED LITRATURE 9
2.3 COMPANY PROFILE 17
2.4 PRODUCTS PFOFILE 18
3 METHODOLOGY 193.1 RESEARCH DESIGN 19
3.2 SURVEY DETAILS 19
3.3 SAMPLING DETAILS 19
3.3 DATA COLLECTION DETAILS 20
3.4 TOOLS USED FOR THE STUDY 20
4 ANALYSIS AND INTERPRETATION 21
5 FINDINGS, SUGGESTIONS AND CONCLUSION 49
5.1 FINDINGS 49
5.2 SUGGESTIONS 51
5.3 CONCLUSION 52
APPENDIX
BIBLIOGRAPHY 53
6
LIST OF TABLES
TABLE.NO PARTICULAR PAGENO
1 GENDER OF RESPONDENTS 22
2 AGE GROUP OF RESPONDENTS 23
3 PROFESSION OF RESPONDENTS 24
4 INCOME LEVEL OF RESPONDENTS 25
5 VISITING OF RETAIL OUTLET 26
6 PURCHASING OF PRODUCT 27
7 FACTOR INDUCES TO PURCHASE 28
8 QUALITY OF PRODUCT 29
9 PRICING POLICY 30
10 AVAILABILITY OF PRODUCT 31
11 SATISFACTION LEVEL OF KANNAN PRODUCT 32
12 PACKING OF KANNAN PRODUCT 33
13 PROMOTIONAL OFFERS 34
14 SATISFACTION LEVEL OF STORES OFFERS 35
15 ADVERTISEMENTS OF THE STORE 36
16 INFORATION METHOD OF SPECIAL OFFERS 37
17 SATISFACTION OF SERVICE OFFERED BY THE STORE 38
18 DISTRIBUTION CHANNEL OF KANNAN STORE 39
19 DOOL DELIVERY 40
20 USEFUL OF MEMBERSHIP CARD 41
21 CREDIT/DEBIT CARD FACILITY 42
22 SALES PERSON OF THE STORE 43
23 OVERALL SATISFACTION LEVEL OF THE STORE 44
24 CHI SQUARE TEST-1 45
25 CHI SQUARE TEST-2 47
LIST OF CHARTS
7
CHART.NO PARTICULAR PAGENO
1 GENDER OF RESPONDENTS 22
2 AGE GROUP OF RESPONDENTS 23
3 PROFESSION OF RESPONDENTS 24
4 INCOME LEVEL OF RESPONDENTS 25
5 VISITING OF RETAIL OUTLET 26
6 PURCHASING OF PRODUCT 27
7 FACTOR INDUCES TO PURCHASE 28
8 QUALITY OF PRODUCT 29
9 PRICING POLICY 30
10 AVAILABILITY OF PRODUCT 31
11 SATISFACTION LEVEL OF KANNAN PRODUCT 32
12 PACKING OF KANNAN PRODUCT 33
13 PROMOTIONAL OFFERS 34
14 SATISFACTION LEVEL OF STORES OFFERS 35
15 ADVERTISEMENTS OF THE STORE 36
16 INFORATION METHOD OF SPECIAL OFFERS 37
17 SATISFACTION OF SERVICE OFFERED BY THE STORE 38
18 DISTRIBUTION CHANNEL OF KANNAN STORE 39
19 DOOL DELIVERY 40
20 USEFUL OF MEMBERSHIP CARD 41
21 CREDIT/DEBIT CARD FACILITY 42
22 SALES PERSON OF THE STORE 43
23 OVERALL SATISFACTION LEVEL OF THE STORE 44
CHAPTER- 1
INTRODUCTION
8
1.1 INTRODUCTION
The customer satisfaction is the relationship between the customer expectations and the products perceived performance. If the product matches the expectations, the customer is satisfied. If its exceeds, the customer is highly satisfied. A customer, if satisfied is more likely to purchase product the next time and will say good things about the product to others.
Customer satisfaction is closely like
Quality
Price
Availability
The American society for quality control defined CS as a totality of
features and characteristics of a product or services that bear on its ability to
satisfy customer need.
The customer focused definition suggestion that company that has
achieved total quality, services should meet or exceeds customer
expectations. Quality begins with customer needs and ends with customer
satisfaction.
1.2 OBJECTIVES OF THE STUDY
9
The Project “A Study on Customer Statisfaction towards Shri Kannan
Departmental Store (P) Ltd, Coimbatore mainly involves in determinig the
statisfaction level of customer at Shri Kannan Departmental Store. The main
odjectives of this project are:
1. To identify the level of commitment of the customers towards the store.
2. To analyze the future relationship and trust of customers towards the
store.
3. To determine the different customer expectation of customers
perception about the retail sales person at the store.
4. To find out the impact of store factor on customer loyalty and
satisfaction
1.3 SCOPE OF THE STUDY
10
SHRI KANNAN DEPARTMENTAL STORE The study focus on customer satisfaction towards the provided by Shri
Kannan departmental store. It includes the range of services offered, Quality
of the services provided. Customer relations, Facilities at the Office Charges
levied for the services, Expectations about other services.
It focuses in understanding the salient behavior patterns, and beliefs
and opinions of the customers. It helps in understanding the changes in the
attitude of the customers, towards the services offered, their expectations
about the services.
1.4 LIMITATIONS OF THE STUDY
11
The researcher has a number of limitations that must be acknowledged.
The result of the study can be applied only with respect to Shri Kannan
departmental store, Coimbatore
The Researcher collected data using questionnaire and therefore the
study is limited.
Care had been taken at every stage from the questionnaire, choosing
the sample etc., to avoid any bias. But there are chances that some
bias would have crept in unknowingly.
Structured questionnaire are the base for collecting the data, it may
have disadvantages of not being to probe deep into the respondents
thoughts.
The sample when compared to the population was too small. Therefore
the results could not be generalized to larger population.
Sample Definition
Time Duration
1.5 CHAPTERIZATION OF THE STUDY:
12
CHAPTER1: Deals with introduction, statement of the problem,
objectives of the study, limitation of the study,
chapterization of the study
CHAPTER2: Deals with review of literature, company profile in detail
and along with product profile
CHAPTER3: Deals with research design, data collection details, tools
of the study and period of the study.
CHAPTER4: Deals with analysis of the data.
CHAPTER5: Deals with findings, suggestions and conclusion of the
study.
CHAPTER-2CONCEPT AND REVIEW
13
2.1 CONCEPT OF THE STUDYMARKETING
Marketing is a social and managerial process by which individuals and
groups obtain what they need want through creating and exchanging products
and value with others.
NEEDS, WANTS & DEMANDSThe new concepts in marketing emphasizes the need for giving the
consumer what he wants. Needs are a state of felt deprivation; wants are from
taken by human needs as they are shaped by culture and individual
personality. Demands are human wants that are backed by buying power.
Thus identification of what a consumer needs or wants and determining
the demand has changed the face of marketing. Impotence has shifted from
the producer or the manufacture to the consumer. The right of consumer has
been established and consumers are getting more and more aware of their
rights.
Customer satisfaction is the key to present day marketing. Customer
satisfaction depend on a products perceived performance is delivering value
relative to buyers expectations. If the products performance falls short of
customers expectations the buyers is dissatisfied. If performance matches or
exceeds, expectations, the buyer is satisfied or delighted.
Now a day the mantra developed by marketing experts emphasizes on
total quality management. Total quality management [TQM] programs,
designed to constantly improve the quality of their products. Services and
marketing process. Quality has direct impact on product performance and
hence on customer satisfaction.
MARKETING RESEARCH
14
As the impends has been on consumer satisfaction the need for
marketing research arises. American Marketing Association (AMA) defines
market research as a systematic gathering, recording and analyzing of data
problems relating the marketing of goods and services.
The marketing research process has four steps
Defining the problem and research objectives.
Developing the research plan for collecting information.
Implementing the research plan, collecting and analyzing the data.
Interpreting and reporting the findings.
CONSUMER BEHAVIORThe person who makes a product purchases is not always the user, or
the only user of the product. Nor is the purchaser necessarily the person who
makes the product decision. Marketers must decide at whom to direct their
promotional efforts; the buyer or user. For some products they must identify
the person who is most likely to influence the decision. Some marketers
believe that buyers is the best prospect, others believe that it is the user and
still some others play it safe by directing their promotional effort to both buyer
and user.
ROLE OF CONSUMER RESEARCHConsumer research is the methodology used to study consumer
behavior. Given the fact that there are two major theoretical perspectives
concerning the study of consumer behavior, it is not surprising to find that
there is a divergence in theoretical and to some extent in research
methodology between the positivist approach and the interpretive approach.
Broadly speaking, positivists tend to be objective and empirical to seek
causes for behavior, and to conduct research studies which can be
generalized to larger populations. The early consumer researchers, with their
strategic management perspective, were largely positivist in their approach
15
The research done by interpretive on the other hand, tends to qualitative and
based on small samples. Although they tend to view each consumption
situation as unique and anon replicable, interpretive seek to find common
patterns of operative values, meaning and behavior across consumption
situations.
ADVERTISING RESEARCHThe advertising research is an application of marketing research
aimed at the measurement of advertising effectiveness and ameliorates
advertising efficiency.
PRODUCT APPEAL RESEARCHThe attitude of consumers to whom the ad is measured. The
consumer might have favorable or unfavorable attitude towards competitors
brand in comparison with our brand of a particular product. The attitudes can
be measured to certain degrees of accuracy and they are the predictors of
behavior of the individuals. On the basis of these data of measurement of
attitudes both towards our brand and towards competitors brand of particular
product, we can conclude what attitudinal changes are required to brought
about in order to convert the unfavorable attitude into favorable attitude
toward our brand.
16
2.2 REVIEW OF THE LITERATUREMs. Oksana Mont
Mr. Andrius Plepys
International Institute for Industrial Environmental Economics, Lund
This feasibility study commissioned by the National Institute for Advanced
Industrial Science and Technology in Japan (AIST) and supported by the
Sustainable Consumption Unit (UNEP) provided an overview of approaches
used in different disciplines for evaluating consumer behavior.
The study analyzed the applicability of existing research concepts,
theories, and tools for evaluating consumer satisfaction with product-service
systems (PSS). It included discussion over their strengths/weaknesses. This
paper presents a short overview of the study.
BACKGROUNDIt has been recognized that eco-efficiency improvements at production
and product design level can be significantly reduced or totally negated by
rebound effect from increased consumption levels. In line with this problem
factor 10 to 20 material and energy efficiency improvements have been
suggested (Factor 10 Club 1994; Schmidt-Bleak 1996; Bolund, Johansson et
al. 1998; Ryan 1998). The improvements, however, if not carefully done, may
still lead to rebound effects through changes in resource prices.
As a potential solution to the factor 10/20 vision system level
improvements have to be made, contrary redesigning individual products or
processes (Weterings and Opschoor 1992; Vergragt and Jansen 1993; von
Weizsäcker, Lovins et al. 1997;Ryan1998; Manzini 1999; Brezet, Bijma et al.
2001; Ehrenfeld and Brezet 2001).
The product service system (PSS) concept has been suggested as a
way to contributeto this system level improvement (Goedkoop, van Halen et
al. 1999; Mont 2000).Here the environmental impacts of products and
associated services should be addressed already at the product and service
design stage. Special focus should be given on the use phase by providing
alternative system solutions to owning products. A number of examples in
17
B2B area exist that confirm the potential of PSS for reducing life cycle
environmental impact. It is, however, increasingly evident that
business examples are difficult to directly apply to the private consumer
market.
Private consumers, contrary to businesses, prefer product ownership
to service substitutes (Schrader 1996; Littig 1998). Even if accepted, the
environmental impactsof “services products” offers depend to a large extent
on consumer behaviour.To address this problem, either behavioral or service
system design changes are needed. Changing human behavior and existing
lifestyles contributes to the vision of sustainable development, but at the same
it is extremely difficult and time-consuming process.
”Life cycle approaches to sustainable consumption”, AIST
A potentially easier way is changing the design of product-service
system to reduce behavioral pitfalls. In order to change system design, it is
necessary to understand how consumer acceptance of more sustainable
solutions is formed, influenced or changed, what the influencing factors are
and what are the leverage points for best results with lowest costs.
Understanding consumer perceptions and behaviour in this context is crucial.
CONSUMER SATISFACTION PROCESSThe paramount goal of marketing is to understand the consumer and to
influence buying behaviour. One of the main perspectives of the consumer
behaviour research analyses buying behaviour from the so-called “information
processing perspective" (Holbrook and Hirschman 1982). According to the
model, customer decision-making process comprises a need-satisfying
behaviour and a wide range of motivating and influencing factors. The
process can be depicted in the following steps (Engel,
Blackwell et al. 1995):
Need recognition:Realization of the difference between desired situation and the
current situation that serves as a trigger for the entire consumption
process.
18
Search for information:Search for data relevant for the purchasing decision, both from
internal sources (one's memory) and/or external sources.
Pre-purchase alternative evaluation:
Assessment of available choices that canfulfil the realized need
by evaluating benefits they may deliver and reduction of the number of
options to the one (or several) preferred.
Purchase:
Acquirement of the chosen option of product or service.
Consumption:
Utilization of the procured option.
Post-purchase alternative re-evaluation:
Assessment of whether or not and to what degree the
consumption of the alternative produced satisfaction.
Divestment:Disposal of the unconsumed product or its remnants. Besides
the information processing perspective, marketing analyses
consumerbehaviour by employing a psychologically grounded concept
of attitudes (Balderjahn1988; Ronis, Yates et al. 1989; Luzar and
Cosse 1998). It is consumer attitudes thatare usually named as the
major factor in shaping consumer behaviour and a wealth of studies is
available on the topic of how attitudes can predict behaviour.
DIFFERENT LEVELS OF COMPLEXITYWhen evaluating satisfaction with a product, customers initially assess
tangible features of the product. In the service context, the features, though
observable, are considerably less tangible and are thus more difficult to
assess. A product service system comprises four components (products,
services, infrastructures, and networks, rendering the evaluation process of
consumer satisfaction even more complex. Here the part of the system, with
which customer comes into direct contact, is larger than in the case of a pure
product or service, which has implications for customer evaluation process. In
19
the case of PSS or eco-services, customers are exposed to both dimensions:
product and service.
In addition, due to closer relations with the service provider customers
can even become exposed to infrastructure and networks that support PSS
delivery. Therefore, in the PSS context, an evaluation of all four PSS
components becomes relevant:
Product evaluation is conducted by assessment of products or
technologies.
Person-based or other types of services (technical, information and
knowledge
services) that are included into PSS may be evaluated.
Infrastructure can be evaluated when the customer comes into contact
with
enabling supporting technology, or by evaluation of ambient conditions,
spatial
layout or by evaluating signs and artifacts’ of the PSS.
Networks, usually are not exposed to the eyes of the customer, but in
some
cases may be evaluated when they come into contact with the customers.
Product Products
Technologies
Service Person-based services
Technical,
Knowledge,
Information
Services
20
Infrastructure Support
Technology
Ambient conditions
Spatial layout
Signs, artifacts
Networks Partners and suppliers of service provider
The Complete Customer Satisfaction Experience-An Introduction to the Domains of Customer SatisfactionBy Bart Allen Berry
Most don’t understand the variety of forces that act upon a customer to
influence their ultimate satisfaction with a particular product or service. The
ten domains ofsatisfaction1 are the statistical predictors of satisfaction in any
customer-supplier relationship and are all present to some degree in each
customer experience. Rather than go into too much detail about the research
etc. let’s illustrate with simple example: someone going to the bank to make a
deposit. What is the first thing our
bank customer has to think about?
Is the bank open? This falls into one of the ten domains called ‘Ease of
Access’.Ease of access issues are those blocks or inconveniences that stand
between the customer and getting what they want that either have to be
overcome or compensated for by the customer. Things like hours open,
finding a parking place, remote location, or a phone system that doesn’t allow
you to get to the person you need to talk to. Smart companies remove all the
barriers to accessing their products and services. Out bank customer has to
plan his day carefully to get to the bank after work before hey
close, or maybe now on Saturday morning (although his deposit won’t be
credited until Tuesday anyway) and plan schedule carefully if he wants the
21
money in his account when he needs it to be there. (Someone should talk to
the Federal Reserve about 24/7 check clearing, I mean why the hell not?)
So our depositor gets to the bank and goes in, two additional
satisfaction factors hit himright away. ‘Environment’- which describes the
physical location. It looks clean, organized, safe and generally presents a
professional image. Environment also refers to the psychological environment
created by the supplier (more about that later).The second thing the customer
sees unfortunately is the line he has to wait in this particular Friday
afternoon. ‘Timeliness’ – is another of the domains of satisfaction and
encompasses a variety of factors such as wait time, on time, all the time
required etc.. Our boy is looking at about ten minutes because there are 10
windows but only two tellers working.
Finally, he gets up to the teller and is greeted cordially by a well
dressed and professional looking teller. ‘Self-Management’ is the satisfaction
domain that covers all of the front line service behaviors such as first
impression, courtesy, attentiveness and attitude. The teller is pretty nice, and
even calls him by his last name. “Mr. Jones, I’ll need to see two forms of ID
and you’ll need to swipe your ATM card in the terminal and put in your
password to verify your identification. Even though our boy has been waited
on by this teller for the past five years, he complies with the validation
process. ‘Commitment to the Customer’ is a little more abstract of a concept,
and encompasses the commitment to a customer relationship. You might call
it the romance in the relationship- how are you going to demonstrate to me
that I’m the most important customer? Are you honest with me? Do you have
a long-term commitment to our relationship? Do you let me know up front if
things aren’t going to turn out well? Do you take responsibility when things go
wrong?
Our bank customer thought he had a relationship with his bank, but the
teller had to even call her supervisor over to see of they would take his
deposit because the amount was over some arbitrary number.The teller then
got all friendly again once the deposit had been approved and executed the
transaction accurately without a mistake. ‘Quality’ is the satisfaction factor
22
here, which in this case refers to an error-free process.This brings us to the
interesting concept of ‘importance weighting. Our bank customer has more
sensitively to certain satisfaction factors than others. In this case the Quality
of an error-free process is a lot more important than the new wallpaper in the
bank (Environment).In fact our customer has an internal weighting to all ten of
the customer satisfaction domains which is weighted differently for each
product or service in his universe.
Smart companies will try to determine this and match their
product/service delivery to these internal needs. When businesses don’t do
this they are generally unsuccessful. Finally, the teller offers Mr. Jones the
new long term CD deposit program the bank has just developed (Innovation).
Innovation means the supplier is constantly developing new and better
products and services to serve the customer’s needs. In this case Mr. Jones
is not especially impressed, and declines the offer. So in this simple scenario
we see that Mr. Jones was influenced by 7 separate satisfaction factors that
will create an overall impression of his customer satisfaction experience. If we
measured his satisfaction with each on a 1 (lowest) to 10 (highest) scale for
each of these factors it might look something like this:
Ease of Access 6
Environment 8
Timeliness 4
Self Management 8
Commitment 6
Quality 9
Innovation 5
Total 46
Now if we divide by the number of factors in the experience (7) we come up
with an
overall satisfaction score of 6.57.Now let’s pull in a little bit of information
called the customer satisfaction behavior curve. I’m going to present a very
simplified version of this. So here’s what this means in a nutshell. Customer
satisfaction behavior falls into three distinct zones- The Zone of
Dissatisfaction (4.1 or lower- the red zone)where customer actually take
23
negative actions to not buy again or to tell negative things to others to
influence them negatively. As overall satisfaction numbers get lower, negative
satisfaction behaviors get stronger.
The yellow zone is the Zone of Customer Indifference. In this zone
customers are not loyal and are vulnerable to more satisfying supplier. The
Zone of satisfaction is where customers actually begin to return to buy again
out of preference and loyalty which increases with higher and higher return
and recommend behavior until the supplier reaches World Class Status or
and even stronger reputation. In our bank deposit example, a number of factor
contributed to the overall satisfaction rating given by Mr. Jones. At 6.57 Mr.
Jones is certainly not a loyal customer. Probably this is the closest bank to his
house or maybe the only one in town. The fact is, it wouldn’t take much for
another bank to do a better job and steal Mr. Jones’ business. It is important
to see however, that any competitor must score at least a 7.9 or higher to
effectively compete. Being a little higher but still in the zone of indifference
won’t cut it.Mediocre is mediocre.
This concept of the Overall Satisfaction Experience, the ten domains of
satisfaction (with50 sub characteristics) are described in great detail with
accompanying metrics, and matrixes, audits and examples in “What
Customers Want!” by Bart Allen Berry.
24
2.3 COMPANY PROFILEShri Kannan Departmental Store (p) ltd is the one of the leading
departmental store network in TamilNadu. All the needs and expectations of
the customers during shopping are fulfilled with great attention. They have a
well trained, experienced and motivated staff to serve their valuable
customers with great attention and enthusiasm. Shri Kannan Departmental
Store, one of the biggest and largest selling departmental stores in Erode was
formed by Mr. D. Navaneetha Krishnan.
The store was started in 1989 with 5 employees working in it. The
departmental store has everything under one roof. Almost all the products
such as cosmetics, grocery, fancy and gift items, snacks and bakes, home
appliances, medicines baby care products, fruits and vegetables, etc are
available under one roof.
`It does not matter how much the customer purchase. The store supply all
kind of maligai (groceries), food items, masala (spices) and all varieties of rice
for customers family functions and occasions whether it is a small one or big.
They also provide catering services to their functions with variety of south
Indian, North Indian and Chinese food items. They are having their own
bakery and food production unit with highly sophisticated and hygienic
equipments with fully experienced staff under strict supervision in a pollution
free environment.
Their products are branded as Shri Kannan and distributed to other vendors
also. Initially, many hurdles were faced as the people had an opinion that the
products available in the store would be expensive. But the products sold in
the store are priced reasonably and affordable by all class of people. The
store currently has750 employees working in it. Customer satisfaction and
reasonable pricing are the key areas where the store has more strength.
The store has its head office at Erode. They had in total 40 branches all over
TamilNadu. The store has major branches in the area of Tirupur, Pollachi,
25
Karur,Coimbatore and Salem. The firm has grown and expanded recent times
and it has opened 5 branches at Erode alone. Thus, Kannan departmental
stores have proved to maintain its standard, quality and have over thousands
of satisfied customers. The store celebrates customer day in the months of
December and January to delight its customers.
Customer can purchase everything for their need of their choice for home or
office. Brands of all renowned companies’, latest products, stationeries,
utensils, gifts & novelty items are available. They have their own door delivery
network
2.4 PRODUCT PROFILEDIVISIONS IN SHRI KANNAN DEPARTMENTAL STORE Grocery products.
Oil & rice.
Chocolate & sweets.
Cosmetics.
Medicines.
Fruits
26
CHAPTER-3RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN It is design of the study connected with the techniques for collection of
the data and analysis of the data in a manner that aims to have relevance to
research purpose.
Type of research:Descriptive research design:- The research design includes survey and fault finding enquiries of
different kinds, it deals with the state of affairs and is an expert factor
research. The research does not have any influence on the data being
collected.
3.2 SAMPLING DETAILSThe Survey details has been completed by using of the Questionnaire
and the direct contact of the customers. The Survey details only in the
Coimbatore region only. It does not consists of any criteria.
3.3 DATA COLLECTION DETAILS Population size : Infinity.
Sample size : 150.
Sample unit : Coimbatore city.
3.4 DATA COLLECTION METHODData collection through the questionnaire is quite popular. The study
has been conducted with 150 customers of Shri Kannan Departmental Store
to find the effectiveness of questionnaire, then the questionnaire has been
serviced it is well designed & structured in order to enable collection of data
required.
27
Data source: For this study the source of data selected was primary data. Primary
data are that which is collected fresh i.e. for the first time, and those happen
to be original in nature. The researcher has collected the data from the
respondent through personal contact using the questionnaire. Secondary
data regarding company, and product profiles, and customer list for sampling
was collected from company records.
3.5 TOOLS OF THE STUDY‘’ Questionnaire’ is the tool used for data collection the questionnaire
is designed by keeping the objectives in mind. For this study various types of
questions were framed as direct questions, they are just what their name
indicates. They explicitly ask for the information required. E.g. name closed
ended here both the questions as well as answers are structured.
Respondents are forced to select one or more than one options for that
particular question. E.g. Age group – choice, occupation- choice and multiple-
choice questions are the questions with more than two possible answers.
3.6 TOOLS USED FOR ANALYSIS OF DATA1. Simple percentage analysis
2.Chi-Square Test
Simple percentage analysis:Percentage refers to a special kind of ratio percentages are used to
describe relationship.
Percentage = no. of customers x100
Total No. Of customers
28
CHAPTER-4DATA ANALYSIS AND INTERPRETION
4.1 ANALYSIS OF DATAAnalysis is the process of placing the data in an ordered form,
combining them with the existing information and extracting the meaning from
them. In other words, analysis is an answer to the question ‘’what message is
conveyed by each group of data’’ which are otherwise raw facts and are unable to
give a meaningful information. The raw data become information only when they
are analyzed and put in a meaningful form.
INTERPRETATIONInterpretation is the process of relating various bits of information to
other existing information. Interpretation attempts to answer, ‘’ what relationship
exists between the findings to the research objectives and hypothesis framed for
the study in the beginning.’
29
TABLE NO: 1
GENDER OF RESPONDENTS
Attributes Number of respondent
s
Percentage
Male 48 32.00Female 102 68.00Total 150 100
Source: Primary Source
CHART NO: 1
GENDER OF RESPONDENTS
Male Female0.00
10.0020.0030.0040.0050.0060.0070.0080.00
32.00
68.00
GENDER
catogery
Per
cent
age
GENDER OF RESPONDENTS
Inference:
From the above chart, it infers that females are more in number come for shopping in the store. Male’s gives only 32% it intimates that males attitude are not towards the shopping.
30
TABLE NO:2
AGE GROUPS OF RESPONDENTS
Attributes no.of Res Percentage
15-25 23 15.33333
26-30 70 46.66667
31-35 20 13.33333
35-40 16 10.66667
40&above 21 14
Total 150
Source: Primary Source
CHART NO 2
AGE GROUPS OF RESPONDENTS
15-25 26-30 31-35 36-40 41 and Above
0
10
20
30
40
50
1 2 3 4 51 2 3 4 5
15.3333333333333
46.6666666666664
13.3333 10.6666666666667 14
AGE
Pe
rce
nta
ge
Inference:
From the above chart we came to know that more no .of respondents who come for shopping belongings to the age group of 15-25.
31
TABLE NO 3
PROFESSION OF RESPONDENTS
Attributes
Number of respondents Percentage
SSLC 20 13.33HSC 10 6.67UG 70 46.67PG 40 26.67
Others 10 6.67Total 150 100.00
Source : Primary Data
CHART NO 3
PROFESSION OF RESPONDENTS
SSLC HSC UG PG Others0.00
10.00
20.00
30.00
40.00
50.00
13.33
6.67
46.67
26.67
6.67
QUALIFICATION
Per
cent
age
Inference:
From the above chart, it depicts that the customer come to shopping in the store is from maximum of under graduate qualification 47% rather than the other qualification.
32
TABLE NO 4
INCOME LEVEL OF RESPONDENTS
Attributes Number of
respondents PercentageBelow 10000 19 12.6710001-20000 35 23.3320001-30000 40 26.67above 30000 56 37.33Total 150 100
Source: Primary data
CHART NO 4
INCOME LEVEL OF RESPONDENTS
Below 10000 10001-20000 20001-30000 above 300000.00
10.00
20.00
30.00
40.00
12.67
23.3326.67
37.33
INCOME LEVEL
Per
cent
age
Inference
From the above chart we came to know that the people who preferring the shopping in the kannan dept is belonging to income of above30000.
33
TABLE NO 5
VISITING OF RETAIL OUTLET IN A MONTH
Attributes
Number of respondents
Percentage
1 time 27 18.001-3 times 35 23.333-5 times 42 28.00more than 5 times 46 30.67Total 150 100
Source : Primary Source
CHART NO 5
VISITING OF RETAIL OUTLET IN A MONTH
1 time 1-3 times 3-5 times more than 5 times
0.00
10.00
20.00
30.00
40.00
18.00
23.3328.00
30.67
VISITING THE OUTLETS
Per
cen
tag
e
Inference
From the above the chart it depicts that the people who visiting the retail outlet is more than 5 times per month is higher.
34
TABLE NO 6
PURCHASING OF THE PRODUCT FROM STORE
Attributes Number of respondents Percentage
Lesthan1 Year 23 19.171-3 Year 30 25.003-5 Year 10 8.33Morethan5 Year 57 47.50Total 150 100
Source: Primary Source
CHART NO 6
PURCHASING OF THE PRODUCT FROM STORE
0>1 Year 1-3 Year 3-5 Year 0<5 Year0.00
10.00
20.00
30.00
40.00
50.00
19.17
25.00
8.33
47.50
PURCHASING THE PRODUCT FROM THE STORE
Per
cen
tag
e
Inference
The above chart it depicts that the maximum no. of the people is purchasing the product from the retail is maximum of 5 years.
35
TABLE NO 7
FACTOR INDUCES TO PURCHASE THE PRODUCT
Attributes Number of respondents Percentage
Friends 24 16.00Neighbor 25 16.67Advertisement 52 34.67Offers 49 32.67Total 150 100
Source : primary Source
CHART NO 7
FACTOR INDUCES TO PURCHASE THE PRODUCT
Friends Neighbor Advertisement Offers0.00
10.00
20.00
30.00
40.00
16.00 16.67
34.6732.67
FACTORS INDUCES TO PURCHASE
Per
cent
age
Inference
The above chart it depicts that the 34 % of people purchasing the product from retail outlet is through the advertisements only.
36
TABLE NO 8
QUALITY OF PRODUCT
Attributes Number of respondents PercentageExtremely Satisfied 35 23.33Satisified 54 36.00Neutral 46 30.67Dissatisfied 10 6.67Extermely Dissatisfied 5 3.33Total 150 100.00
Source : Primary Source
CHART NO 8
QUALITY OF PRODUCT
Extremely Satisfied
Satisified Neutral Dissatisfied Extermely Dissatisfied
0.00
10.00
20.00
30.00
40.00
23.33
36.0030.67
6.673.33
QUALITY OF THE PRODUCTLEVEL IN THE STORE
Per
cent
age
Inference
The above chart it depicts that there are 36% of the people are satisfied with the quality of the product in the retail out let.
37
TABLE NO 9
PRICING POLICY
Attributes Number of respondents Percentage
Very good 33 22.00Good 50 33.33Netural 45 30.00Bad 15 10.00Very Bad 7 4.67Total 150 100.00
Source: Primary Source
CHART NO 9
PRICING POLICY
Very good Good Netural Bad Very Bad0.00
10.00
20.00
30.00
40.00
22.00
33.3330.00
10.00
4.67
PRICING POLICY IN THE STORE
Per
cen
tag
e
Inference
The above chart it infers that 33% of the people says that the pricing policy of the retail outlet is good while the 4% of people says that it is very bad.
38
TABLE NO 10
AVAILABILITY OF THE PRODUCT
Attributes Number of respondents PercentageVery good 51 34.00Good 50 33.33Netural 32 21.33Bad 12 8.00Very Bad 5 3.33Total 150 100.00
Source : Primary Source
CHART NO 10
AVAILABILITY OF THE PRODUCT
Very good Good Netural Bad Very Bad0.00
10.00
20.00
30.00
40.0034.00 33.33
21.33
8.00
3.33
AVAILABILITY OF PRODUCTIN THE STORE
Per
cen
tag
e
Inference
The above charts it depicts that the 34% of the people says that the availability of the product in the store is very good while the 3% of people says it is very bad.
39
TABLE NO 11
SATISFACTION LEVEL OF THE KANNAN PRODUCT
Attributes Number of respondents Percentage
Extremely Satisfied 55 36.67Satisified 54 36.00Neutral 30 20.00Dissatisfied 7 4.67Extermely Dissatisfied 4 2.67Total 150 100.00
Source: Primary Source
CHART NO 11
SATISFACTION LEVEL OF THE KANNAN PRODUCT
Extremely Satisfied
Satisified Neutral Dissatisfied Extermely Dissatisfied
0.00
10.00
20.00
30.00
40.00 36.67 36.00
20.00
4.67 2.67
SATISFIED WITH THE PRODUCTS OF KANNAN STORES
Per
cent
age
Inference
The above chart it infers that the 36% of the people are extremely satisfied and satisfied with the kannan product.
40
TABLE NO 12
PACKING OF KANNAN PRODUCT
Attributes Number of respondents Percentage
Very good 65 43.33Good 48 32.00Netural 29 19.33Bad 5 3.33Very Bad 3 2.00Total 150 100.00
Source :Primary Source
CHART NO 12
PACKING OF KANNAN PRODUCT
Very good Good Netural Bad Very Bad0.00
10.00
20.00
30.00
40.00
50.0043.33
32.00
19.33
3.33 2.00
PACKING IN THE KANNAN STORES
Per
cen
tag
e
Inference
From the above chart we come to know that the 43% of the people are saying that the packing of the kannan product is very good.
41
TABLE NO 13
PROMOTIONAL OFFERS
Attributes Number of respondents Percentage
Free 4 2.67Discount 40 26.67Low Price 27 18.00coupns 34 22.67Vouchers 45 30.00Total 150 100.00
Source: Primary Source
CHART NO 13
PROMOTIONAL OFFERS
Free Discount Low Price Coupons Vouchers0.00
10.00
20.00
30.00
40.00
2.67
26.67
18.0022.67
30.00
PROMOTIONAL OFFERS PROVIDED BY KANNAN STORES
Pe
rce
nta
ge
Inference
The above chart it depicts that the 30% of the people prefer the promotional offers (Voucher). While comparatively high about the free offers.
42
TABLE NO 14
SATISFACTION OF THE STORE OFFERS
Attributes Number of respondents Percentage
Extremely Satisfied 25 16.67Satisified 45 30.00Neutral 69 46.00Dissatisfied 8 5.33Extermely Dissatisfied 3 2.00Total 150 100.00
Source: Primary Source
CHART NO 14
SATISFACTION OF THE STORE OFFERS
Extremely Satisfied
Satisified Neutral Dissatisfied Extermely Dissatisfied
0.0010.0020.0030.0040.0050.00
16.67
30.00
46.00
5.33 2.00
SATISFIED OF STORES OFFERS
Per
cen
tag
e
Inference
The above charts it infers that 46% of the people are neutrally satisfied with stores offers while comparatively higher than the extremely satisfied with the stores offers.
TABLE NO 15
43
ADVERTISEMENT OF THE STORE
Attributes Number of respondents PercentageVery good 29 19.33Good 57 38.00Netural 42 28.00Bad 14 9.33Very Bad 8 5.33Total 150 100.00
Source: Primary Source
CHART NO 15
ADVERTISEMENT OF THE STORE
Very good Good Netural Bad Very Bad0.00
10.00
20.00
30.00
40.00
19.33
38.00
28.00
9.335.33
ADVERTISEMENT OF THE KANNAN STORE
Per
cent
age
Inference
The above chart it depicts that the 38% of the people are saying that the advertisement of the kannan department is good and it is higher than the people who saying that it is very good.
TABLE NO 16
44
INFORMATION METHOD OF SPECIAL OFFERS
Attributes Number of respondents Percentage
SMS 67 44.67Phone 54 36.00E-Mail 12 8.00Others 17 11.33Total 150 100
Source: Primary Source
CHART NO 16
INFORMATION METHOD OF SPECIAL OFFERS
SMS Phone E-Mail Others0.00
10.00
20.00
30.00
40.00
50.0044.67
36.00
8.0011.33
INFORMATION METHOD FOR SPECIAL OFFERS
Per
cent
age
Inference
The above chart it depicts that the 47% of the people are preferin the SMS method for the information of the special offers.
45
TABLE NO 17
SATATISFACTION OF SERVICE OFFER BY THE STORE
Attributes Number of respondents
Percentage
Yes 117 78.00No 33 22.00Total 150 100
Source: Primary Source
CHART NO 17
SATATISFACTION OF SERVICE OFFER BY THE STORE
Yes No0.00
10.0020.0030.0040.0050.0060.0070.0080.0090.00
78.00
22.00
SERVICE PROVIDED BY THE KANNAN STORE
Perc
enta
ge
Inference
From the above chart we came to know that the 78% of the people are satisfied with the service provided by the retail outlet.
TABLE NO 18
46
DISTRIBUTION CHANNEL OF KANNAN STORE
Attributes Number of respondents Percentage
Extremely Satisfied 12 8.00Satisfied 70 46.67Neutral 56 37.33Dissatisfied 8 5.33Extremely Dissatisfied 4 2.67Total 150 100.00
Source: Primary Source
CHART NO 18
DISTRIBUTION CHANNEL OF KANNAN STORE
Very good Good Netural Bad Very Bad0.00
10.00
20.00
30.00
40.00
50.00
15.33
46.00
26.67
9.33
2.67
DISTRIBUTION CHANNEL OF THE KANNAN STORE
Per
cen
tag
e
Inference
From the above chart it infers that 46% of the people are saying that the distributional channel of the retail out let is good.
TABLE NO 19
47
DOOR DELIVERY OF THE KANNAN STORE
Attributes Number of respondents Percentage
Very good 23 15.33Good 69 46.00Netural 40 26.67Bad 14 9.33Very Bad 4 2.67Total 150 100.00
Source : Primary source
CHART NO 19
DOOR DELIVERY OF THE KANNAN STORE
Very good Good Netural Bad Very Bad0.00
10.00
20.00
30.00
40.00
50.00
15.33
46.00
26.67
9.33
2.67
Door Delivery of Kannan Store
Per
cen
tag
e
Inference
The above chart it depicts that the 46% of the people are saying that the door delivery of the kannan retail outlet is good while comparitatively higher than the 15% people are saying very good.
TABLE NO 20
48
USEFUL OF MEMBERSHIP CARD
Attributes Number of respondents
Percentage
Yes 101 67.33No 49 32.67Total 150 100
Sourrce: Primary Source
CHART NO 20
USEFUL OF MEMBERSHIP CARD
Yes No0.00
10.0020.0030.0040.0050.0060.0070.0080.00
67.33
32.67
MEMBERSHIP CARD PROVIDED BY THE KANNAN STORE
Perc
enta
ge
Inference
The above chart it depicts that the 67% of the people are satisfied with the membership card provided by the kannan store.
TABLE NO 21
49
CREDIT/ DEBIT CARD FACILITY
Attributes Number of respondents Percentage
Extremely Satisfied 13 8.67Satisified 86 57.33Neutral 40 26.67Dissatisfied 7 4.67Extermely Dissatisfied 4 2.67Total 150 100.00
Source : Primary Source
CHART NO 21
CREDIT/ DEBIT CARD FACILITY
Extremely Satisfied
Satisified Neutral Dissatisfied Extermely Dissatisfied
0.0010.0020.0030.0040.0050.0060.0070.00
8.67
57.33
26.67
4.67 2.67
CERDIT/DEBIT CARD FACILITY IN THE KANNAN STORES
Per
cen
tag
e
Inference
From the above charts it infers that the 57% of the people are satisfied with the credit/debit card facilities in the retail outlet.
TABLE NO 22
50
SALES PERSON OF THE STORE
Attributes Number of respondents Percentage
Very good 37 24.67Good 60 40.00Netural 34 22.67Bad 12 8.00Very Bad 7 4.67Total 150 100.00
Source :Primary Source
CHART NO 22
SALES PERSON OF THE STORE
Very good Good Netural Bad Very Bad0.00
10.00
20.00
30.00
40.00
50.00
24.67
40.00
22.67
8.004.67
SALES PERSON IN THE KANNAN STORE
Pe
rcen
tag
e
Inference
The above chart it depicts that the 40% of the people are saying that the communication of the sales person are good.
TABLE NO 23
51
OVERALL SATISFACTION LEVEL OF STORE
Attributes Number of respondents Percentage
Extremely Satisfied 25 16.67Satisified 68 45.33Neutral 40 26.67Dissatisfied 12 8.00Extermely Dissatisfied 5 3.33Total 150 100.00
Source : Primary Source
CHART NO 23
OVERALL SATISFACTION LEVEL OF STORE
Extremely Satisfied
Satisified Neutral Dissatisfied Extermely Dissatisfied
0.00
10.00
20.00
30.00
40.00
50.00
16.67
45.33
26.67
8.003.33
OVER ALL SATISFACTION ABOUT KANNAN STORES
Per
cent
age
Inference
From the above chart we came to know that only the 45% of the people are satisfied about the overall service provided by the retail outlet.
CHI-SQUARE TEST:1
52
AGE * Commitment Level Cross tabulationCommitment Level
Totalstrongly agree agree
netural
disagree
strongly disagree
AGE
15-25 Count 5 12 0 3 3 23
Expected Count
5.1 14.1 1.7 .9 1.2 23.0
26-30 Count 15 43 7 3 2 70
Expected Count
15.4 42.9 5.1 2.8 3.7 70.0
31-35 Count 7 9 2 0 2 20
Expected Count
4.4 12.3 1.5 .8 1.1 20.0
36-40 Count 1 14 1 0 0 16
Expected Count
3.5 9.8 1.2 .6 .9 16.0
41& above
Count 5 14 1 0 1 21
Expected Count
4.6 12.9 1.5 .8 1.1 21.0
Total Count 33 92 11 6 8 150
Expected Count
33.0 92.0 11.0 6.0 8.0 150.0
Null Hypothesis (H0):There is no significant relationship between Age and loyalty.
Alternative Hypothesis (H1): There is a significant relationship between Age and loyalty.
53
CHI-SQUARE TESTS
Value dfAsymp. Sig. (2-
sided)
Pearson Chi-Square 21.273 16 .168Likelihood Ratio 23.889 16 .092Linear-by-Linear Association 1.900 1 .168N of Valid Cases 150
17 cells (25.6.0%) have expected count less than 5. The minimum expected count is .64.
Interpretation:From the above analysis the calculated value is less than tabular value. So
that null hypothesis is rejected. So there is a significant relationship between
Age and loyalty
54
CHI-SQUARE TEST: 2
AGE * Commitment Level Cross tabulationCommitment Level
Totalstrrongly
agree agreenetura
ldisagre
estrongly disgree
AGE
15-25 Count 4 16 3 0 0 23
Expected Count
7.5 13.3 .8 .8 .6 23.0
26-30 Count 20 42 2 4 2 70
Expected Count
22.9 40.6 2.3 2.3 1.9 70.0
31-35 Count 8 12 0 0 0 20
Expected Count
6.5 11.6 .7 .7 .5 20.0
36-40 Count 5 9 0 0 2 16
Expected Count
5.2 9.3 .5 .5 .4 16.0
41& above
Count 12 8 0 1 0 21
Expected Count
6.9 12.2 .7 .7 .6 21.0
Total Count 49 87 5 5 4 150
Expected Count
49.0 87.0 5.0 5.0 4.0 150.0
Null Hypothesis (H0):There is no significant relationship between Age and proud to be a
customer
Alternative Hypothesis (H1): There is a significant relationship between Age and to be a customer.
55
CHI-SQUARE TESTS
Value dfAsymp. Sig. (2-
sided)
Pearson Chi-Square 27.485 16 .036Likelihood Ratio 27.070 16 .041Linear-by-Linear Association 2.694 1 .101N of Valid Cases 150
15 cells (32.3.0%) have expected count less than 5. The minimum expected count is .43.
Interpretation:From the above analysis the calculated value is greater than tabular value. So
that null hypothesis is accepted. So there is a no significant relationship
between Age and proud to be a customer.
56
CHAPTER-5
FINDINGS AND SUGGESTION
5.1 FINDINGS
It is identified that female are the person who is coming for the shopping.
From this we find out that the people who prefer the shopping is belonging
to the group of 15-25.
The undergraduate people are the maximum part of the shopping in the
retail outlet.
The people who preferring the shopping in the retail outlet is belonging to
the income level of above Rs 30000 per month.
It find out that the people who visiting the retail outlet in a month is more
than 5 times is higher.
From this we identified that the people are purchasing the product from the
retail outlet is more than 5 years.
The advertisements are the only factor which induces the 34% of the total
respondents to purchase the product from the retail outlet.
It is identified that the 36% of the people are satisfied with the quality of
the product in the store.
It is found that the 33% of the people accepting that the pricing policy of
the product in the retail outlet is good.
From the total respondents that the 34% of the people are accepting that
the availability of the product in the retail outlet is good.
It is identified that the 36% of the total respondents are satisfied about the
kannan products.
The 43% of the total respondents are saying that the packing of the
kannan product is very good.
From the total respondents that the 30% of the people prefer the vouchers
in the promotional offers.
It is identified that the 46% of the total respondents are neutrally satisfied
about the stores offers.
57
The 38% of the total respondents are saying that the advertisements of the
retail out let are good.
The people prefer the information method for the special offers from the
retail outlet is SMS.
It is identified that the 78% of the total respondents are satisfied with the
service provided by the retail outlet.
From the total respondents that the 46% of the people are saying good
about the distribution channel of the retail outlet.
The 46% of the people from the total respondents accepting that the door
delivery of the retail outlet is good.
The membership card provided by the retail outlet is use full to the 67% of
the total respondents.
The credit /debit card facility inside of the retail outlet is satisfied to 57% of
the total respondents.
It is identified that the 40% of the respondents accepting that the
communication and the performance of the sales person in the retail outlet
is good.
From the total respondents that the 45% of the people are satisfied with
the overall service provided by the retail outlet.
58
5.2 SUGGESTION & RECOMMENDATIONSIn the modern marketing customer satisfaction has an important role
and therefore the producer must take necessary steps to maintain cordial
satisfaction.
When the problems are being pointed out, next step is to solve the problem.
Some favorable suggestions are put forward in order to overcome such
drawbacks.
It’s found that most of the target audience is unaware of the product brand;
the advertiser’s task is to build awareness, with simple messages repeating
the product/brand name.
If the retailer should gave any promotional offer the product should easily
reach the customer as more.
59
5.3 CONCLUSION The analysis of the study shows that the satisfaction level of the
customer is high. Though the no of respondents who are highly satisfied are
low and some are dissatisfied with the price and services.
Manufacturing of the quality product that the kannan retail outlet has
maintaining the good quality of the people which is satisfied by the customer.
However the findings and the suggestion of the project will help the
company to improve the satisfaction of the customers of the kannan retail
outlet and to improve the sales.
60
BIBLIOGRAPHY
Newspaper: The Economic times,
Business standard
Website: www.wikipedia.com
www.rbi.com
www.shrikannandept.com
Books: Kutler Philip, Principle Of Management .
khothri CR, Research Methodology.
61
QUESTIONNAIRE
Shopper Details:
(Please put a tick mark wherever applicable)
1. Name (optional) :____________________
2. Gender:
Male Female
3. Age:
15-25 26-30 31-3536-40 41 & above
4. Qualification:
SSLC HSC UGPG Others____________
5. Profession:
Student Business Govt. Employee
Pvt. Employee Agriculture Others
6. Family size:
Below 2members 3-4 members Above 5 members
7. Income level:
Below10000 10001-20000
20001-30000 Above30000
1. Whether you are purchasing products from the store?
Yes No
2. How many times you are visiting the retail outlet in a month?
1 time 1 to 3 times
3to 5 times More than 5times
3. How long are you purchasing products from the store?
62
Less than 1year 1-3 year 3-5year
More than 5 year
4. Which kind of factor induces you to purchase from the store?
Friends NeighborAdvertisement Offers
5. What is your opinion about the quality of the product in the store?
Extremely Satisfied Satisfied
Neutral
Dissatisfied Extremely Dissatisfied
6. The pricing policy of the store is
Very Good Good
Neutral
Bad Very Bad
7. Availability of the product in the store is
Very Good Good
Neutral
Bad Very Bad
8. Are you satisfied with the products of Kannan store?
Extremely Satisfied Satisfied
Neutral
Dissatisfied Extremely Dissatisfied
9. Are you satisfied with the packing of the Kannan products?
Very Good Good
Neutral
Bad Very Bad
10. What kind of the promotional offers provided by the store?
Free Discount
Low price Coupons Vouchers
11. Are you satisfied with the store’s offers?
Extremely Satisfied Satisfied
Neutral
Dissatisfied Extremely Dissatisfied
63
12. What is your opinion about the advertisement of the store?
Very Good Good
Neutral
Bad Very Bad
13. What kind of the information method they have provided for the special offers?
SMS Phone call E-
Mail Others
14. Are you satisfied by the service offered in the store?
Yes No
15. Are you satisfied with the distribution channel of the store?
Extremely Satisfied Satisfied
Neutral
Dissatisfied Extremely Dissatisfied
16. Are you satisfied with the door delivery of the store?
Very Good Good
Neutral
Bad Very Bad
17. Whether the membership card issued by the store is useful?
Yes No
18. Are you satisfied with credit/debit card facility in the store?
Extremely Satisfied Satisfied
Neutral
Dissatisfied Extremely Dissatisfied
19. What is your commitment level with the store?
Factors Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
I am proud to be a
customer of this store
I am a loyal patron of
this store
20. What about your future relationship & trust with store?
Factors Strongly
Agree
Agree Neutral Disagree Strongly
Disagree
64
Products are Reliable
Trust worthy service
Frequent purchasing
Store loyal
21. What is your overall satisfaction about the sales person of the store?
Very Good Good
Neutral
Bad Very Bad
22. What is your overall satisfaction about the store?
Extremely Satisfied Satisfied
Neutral
Dissatisfied Extremely Dissatisfied
23. As customer of this store, do you have any complaints?
Product quality Delay in supply
Price Parking Facility Interiors
Others(specify)
Thank You for your kind response….
65