Store & Supermarket Project

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PROJECT REPORT

ON

STUDY OF CUSTOMER

SATISFACTION FOR PROVISIONSTORE & SUPERMARKETS

SUBMITTED BY

NAME: AARTI GOSWAMIREG NO: 201224557

SUBMITTED TO SCDL

In partial fullment of the requirements for the award of degree of

POST GRA DUATE DIPLOMA INBUSINESS ADMIN ISTRATION


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DECLARATIONDECLARATION

This is to declare that I Aarti GoswamiAarti Goswamihave carried out this project work myself in part

fulfilment of the Post Graduate Diploma in Business Administration (pe!iali"ation #Post Graduate Diploma in Business Administration (pe!iali"ation #

$ar%etin&'$ar%etin&'Program of SCDL.

The work is original has not !een copied from anywhere else and has not !een su!mitted

to any other "niversity#Institute for an award of any degree#diploma.

________________________________

Students SignatureStudents Signature

Name: Aarti GoswamiName: Aarti Goswami

Registration No.: 201224557Registration No.: 201224557

Date: 13.01.201 Date: 13.01.201

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CERTIICATE O )PER*IORCERTIICATE O )PER*IOR

Certified that the work incorporated in this Project %eport on tud+ o, Customertud+ o, Customer

atis,a!tion ,or Pro-ision tore . upermar%etsatis,a!tion ,or Pro-ision tore . upermar%ets su!mitted !y Aarti GoswamiAarti Goswami is

his#her original work and completed under my supervision.

&aterial o!tained from other sources has !een duly acknowledged in the Project %eport.

Date: 13.01.201Date: 13.01.201 Signature o" GuideSignature o" Guide

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S. No. Particulars Page No.

/ Introdu!tion 0

a. *ar)eting #on$e(ts

+. #onsumer Satis"a$tion 7

$. Retai,ing -

d. Su(ermar)et 15

1 Re-iew o, Literature /2

3 Ba!%&round o, tud+ 1/

a. Statement o" %ro+,em 22

+. Need ' m(ortan$e o" Stud! 22

$. S$o(e ' %ur(ose o" Stud! 23

4 O56e!ti-es o, tud+ 14

0 Resear!7 $et7odolo&+ 18

8 Industr+ Pro,ile 39

: Data Anal+sis . Interpretation 32

a. Stores 40

+. Su(er *ar)ets 5

; indin&s o, tud+ 24

2 Limitations o, tud+ 2:

/9 Re!ommendations /9/

// Con!lusions /94

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Introdu!tion

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INRODUCTION

&arketing is a human activity directed at satisfying needs and wants through e*change

process. It has !een reviewed as an on going process involving a set of interacting

activities dealing with a market adoring the product and services to consumers on the

!ases of relia!le market anticipation.

&arketing involves a large num!er of activities such as market research produce

development distri!ution pricing advertising and personal selling. &arketing com!ines

several activities designed to sense serve and satisfy consumer needs while meeting thegoals of the organi+ation.

,&arketing is so !asic that it can-t !e considered a separate function. It is the whole

!usiness seen from the point of view of its final result that is from the customer-s point of

view/.

0Peter Druckers

&arketing starts with identification of specific need on the part of consumer and ends with

the satisfaction of that need. The consumer is found !oth at the !eginning and at the end of

the marketing process.

&arketing is a societal process !y which individuals and groups o!tain what they need and

want through creating offering and freely e*changing products and services of value with

others. 1or managerial definition marketing has often !een descri!ed as ,the art of selling

products/ !ut people are surprised when they hear that the most important part of

marketing is not selling2 Selling is only the tip of the marketing ice!erg.

Peter Drucker a leading management theorist puts it this way3

There will always one can assume !e need for some selling. 4ut the aim of marketing is

to make selling superfluous. The aim of marketing is to know and understand the customer

so well that the product or service fits him and sells itself. Ideally marketing should result

in a customer who is ready to !uy. 5ll that should !e needed then is to make the product or

service availa!le.

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The 5merican &arketing 5ssociation offers the following definition3 &arketing is the

process of planning and e*ecuting the conception pricing promotion and distri!ution of

ideas goods and services to create e*changes that satisfy individual and organi+ation

goals. Coping with e*changes processes calls for a considera!le amount of work and skill.

&arketing management takes place when at least one party to a potential e*change thinks

a!out the means of achieving desired responses from other parties. &arketing management

as the art and science of choosing target markets and getting keeping and growing

customers through creating delivering and communicating superior customer value.

MARKETING CONCEPTThe marketing concept emerged in the mid078)9s and challenged the preceding concepts.

Instead of a product0centred ,make0and0sell/ philosophy we shift to a customer0centred

,sense0and0respond/ philosophy. Instead of ,hunting/ marketing is gardening/. The jo! is

not to find right customers for your product !ut the right products for your customers.

The marketing concept holds that the key to achieving its organi+ational goals consists of

the company !eing more effective than competitors in creating delivering and

communicating superior customer value to its chosen target markets.

Theodore Levitt of :arvard drew a perceptive contrast !etween the selling and marketing

concepts3

Selling focuses on the needs of the seller marketing on the needs of the !uyer. Selling is

preoccupied with the seller-s need to convert his product into cash marketing with the idea

of satisfying the needs of the customer !y means of the product and the whole cluster of

things associated with creating delivering and finally consuming it.

The marketing concept rests on four pillars3 target market customer needs integrated

marketing and profits through customer satisfaction. The selling concept takes an inside0

out perspective. It starts with the factory focuses on e*isting products and calls for heavy

selling promoting to produce profita!le sales. The marketing concept takes an outside0in

perspective. It starts with a well0defined market focuses on customer needs coordinates

all the activities that will affect customers and produces profits !y satisfying customers.

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CUSTOMER SATISFACTION

Customer satisfaction depends on a product-s perceived performance in delivering value

relative to !uyer-s e*pectations. If the product-s performance falls short of the customer-s

e*pectations the !uyer is dissatisfied. If performance matches e*pectations the !uyer is

satisfied. If performance e*ceeds e*pectations the !uyer is delighted.


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months than its satisfied customers. Customer delight creates an emotional affinity for a

product or service not just a rational preference and this customer loyalty. :ighly satisfied

customers are less price sensitive remain customers longer and talk favoura!le to others

a!out the company and its products.

5lthough the customer0centred firm seeks to delivery customer satisfaction relative to

competitors it does not attempt to ma*imi+e customer satisfaction. 5 company can always

increase customer satisfaction !y lowering its price or increasing its services !ut this may

result in lower profits. Thus the purpose of marketing is to generate customer value

profita!ly. This re=uires a very delicate !alance3 The marketer must continue to generatemore customer value and satisfaction !ut not ,give away the house/.

RETAILING

%etailing includes all the activities involved in selling goods or services directly to final

consumers for personal non !usiness use. 5 retailer or retail store is any !usiness

enterprise whose sales volume comes primarily from retailing.

5ny organi+ation selling to final consumers whether it is a manufacturer wholesaler or

retailer is doing retailing. It does not matter how the goods or services are sold or where

they are sold.

TYPES OF RETAILERS

Consumers today can shop for goods and services in a wide variety of retail organi+ations.

There are store retailers non store retailers and retail organi+ations. Perhaps the 4est0know

type of retailer is the department store.

The most important retail0store types are descri!ed.

Secialit! Store"Aarrow product line with a deep assortment. 5 clothing store would !e a

single0line store a men-s clothing store would !e a limited0line store and a men-s custom0

shirt store would !e a super speciality store. B*amples3 5thlete-s 1oot The !ody shop



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Deart#e$tal store" Several product lines0typically clothing home furnishings and

household goods0with each line operated as a separate department managed !y specialist

!uyers or merchandisers. B*amples3 Sears C Penney.

Suer#ar%et"%elatively large low0cost low0margin high0volume self0service operation

designed to serve total needs for food laundry and household products.

B*amples3 roger 1ood world !ig !a+aar.

Co$&e$ie$ce Store"%elatively small store located near residential area open long hours

seven days a week and carrying a limited line of high0turnover convenience products atslightly higher prices plus takeout sandwiches coffee soft drinks. B*amples3 ;0Bleven

Circle .

Discou$t Store"Standard merchandise sold at lower prices with lower margins and higher

volumes. Discount retailing has moved into speciality merchandise stores such as discount

sporting0goods stores electronics stores and !ookstores.

B*amples3 Eal0&art Circuit city.

O''(rice retailer"&erchandise !ought at less than regular wholesale prices and sold at

less than retail often leftover goods overruns and irregulars.

B*amples3 Sam-s clu! &a* clu!s.

Suerstore" 5!out ')999 s=uare feet of selling space traditionally aimed at meeting

consumers- total needs for routinely purchased food and non0food items plus services such

as laundry dry cleaning shoe repair check cashing and !ill paying. 5 new group called

category killers carries a deep assortment in a particular category and a knowledgea!le

staff. B*amples3 IB5 :ome Depot.

Catalog S)o* roo#" 4road selection of high0markup fast0moving !rand0name goods at

discount prices. Customers order goods from a catalog and then pick these goods up at a

merchandise pickup area in the store. B*ample3 Service &erchandise.



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Le&els o' ser&ice"The wheel0of0retailing hypothesis e*plains one reason that new store

types emerge. Conventional retail stores typically increase their services and raise their

prices and less service. Aew store types meet widely different consumer preferences for

service levels and specific services.

%etailers can position themselves as offering one of four levels of service3

+. Sel' ser&ice" Self service is the cornerstone of all discounts operations. &any

customers are willing to carry out their own locate0compare0select process to save

money.

,. Sel'(selectio$" Customers find their own goods although they can ask forassistance.

-. Li#ite ser&ice"These retailers carry more shopping goods and customers need

more information and assistance. The stores also offer services Fsuch as credit and

merchandise0return privilegesG.

/. Full ser&ice"Salespeople are ready to assist in every phase of the locate0compare0

select process. Customers who like to !e waited on prefer this type of store. The

high staffing cost along with the higher proportion of specialty good as and slower0

moving items and the many services results in high0cost retailing.

MARKETING DECISIONS

In the past retailers held customers !y offering convenient location special or uni=ue

assortments of goods greater or !etter services than competitors and store credit cards. 5ll

of this has changed. Today national !rands such as Calvin lein I+od and Levi-s are found

in department stores in their own shops in merchandise outlets and in off0price discount

stores. In their drive for volume national0!rand manufacturers have placed goods

everywhere. The result is that retail0store assortments have grown more alike.

Service differentiation also has eroded. &any department stores trimmed services and

many discounters have increased services. Customers have !ecome smarter shoppers. They

do not want to pay more for identical !rand especially when service differences have

diminished nor do they need credit from a particular store !ecause !ank credit cards are

almost universally accepted.



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Supermarkets have opened larger stores carry a larger num!er and variety of items and

upgrade facilities. Supermarkets have also increased their promotional !udgets and moved

heavily into private !rands. %etailers- marketing decisions in the areas of target market

product assortment and procurement services and store atmosphere price promotional

and place.

Target Mar%et"5 retailer-s most important decision concerns the target market. "ntil the

target market is defined and profiled the retailer cannot make consistent decisions on

product assortment store dHcor advertising messages and media price and services levels.

Some retailers have defined their target markets =uite well3

Prouct assort#e$t a$ rocure#e$t" The retailer-s product assortment must match the

target market-s shopping e*pectations. The retailer has to decide on product0assortment

!readth and depth. The real challenge !egins after defining the store-s product assortment

and that is to develop a product0differentiation strategy.

:ere are some possi!ilities3

1eature e*clusive national !rands that are not availa!le at competing retailers.

Thus Saks might get e*clusive rights to carry the dresses of a well0known

international designer.

1eature mostly private !randed merchandise3 &any supermarket and drug

chains carry private !randed merchandise.

1eature !lock!uster distinctive merchandise events3 4loomingdale-s will run

month shows featuring the goods of another country such as India throughout the

store.

1eature surprise or even0changing merchandise3 4enetton changes some

portion of its merchandise every month so that customers will want to drop in

fre=uently.

1eature the latest or newest merchandise first3 The sharper image leads other

retailers in introducing electronic appliances from around d the world.

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%etailers must also pay attention to pricing tactics. &ost retailers will put low prices on

some items to serve as traffic !uilders or loss leaders. They will run storewide sales. They

will plan markdowns on slower0moving merchandise.

Some retailers have a!andoned ,sales pricing/ in favour of everyday low pricing FBDLPG.

BDLP could lead to lower advertising costs greater pricing sta!ility a stronger image of

fairness and relia!ility and higher retailer profits. 1rank 1eather cites a study showing that

supermarket chains practicing everyday low pricing are often more profita!le than those

practicing sales pricing.

PROMOTION DECISION

%etailers use a wide range of promotion tools to generate traffic and purchases. They place

ads run special sales issue money0saving coupons and run fre=uent shopper0reward

programs in0store food sampling and coupons on shelves of at checkout points. Bach

retailer must use promotion tools that support and reinforce its image positioning. 1ine

stores will place tasteful full0page ads in maga+ines such as ogue and :arper-s. They will

carefully train salespeople to greet customers interpret their needs and handle complaints.

PLACE DECISION

%etailers are accustomed to saying that the three keys to success are ,location location and

location/. Customers generally choose the nearest !ank and gas station. Department0store

chains oil companies and fast0food franchisers e*ercise great care in selecting locations.

The pro!lem !reaks down into selecting regions of the country in which to open outlets

then particular cities and then particular sites. 5 supermarket chain might decide to operate

in the &idwest in the cities of Chicago &ilwaukee and Indianapolis and in 7( locations

mostly su!ur!an within the Chicago region.

%etailers can locate their stores in the central !usiness district a regional shopping centre

a community shopping centre a shopping strip or within a larger store.

Ge$eral 2usi$ess istricts"This is the oldest and most heavily trafficked city

area often known as ,downtown/. Store and office rents are normally high. &ost

downtown areas were hit !y a flight to the su!ur!s in the 7869s resulting in

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deteriorated retailing facilities !ut in the 7869s a minor renaissance of interest in

downtown apartments stores and restaurants !egan in many cities.

Regio$al s)oi$g ce$tres"These are large su!ur!an malls containing (9 to $99

stores. They usually draw customers from a ) to $9 mil radius. &alls are attractive

!ecause of generous parking one0stop shopping restaurants and recreational

facilities. Successful malls charge high rents and may get a share of stores- sales.

Co##u$it! s)oi$g ce$tres"these are smaller malls with one anchor store

and !etween $9 and (9 smaller stores.

Stri #alls 3also calle s)oi$g stris4" these contain a cluster of stores

usually housed in one long !uildings serving a neigh!ourhood-s needs for

groceries hardware laundry shoe repair and dry cleaning. They usually serve

people within a five to tenJminute driving range.

A locatio$ *it)i$ a larger store"Certain well0known retailers0&cDonalds-s

Star!ucks Aathan-s Dunkin- Donuts0locate new smaller units as concession space

within larger stores or operations such as airports schools or department stores.

In view of the relationship !etween high traffic and high rents retailers must decide on the

most advantageous locations for their outlets. They can use a variety of methods to assess

locations including traffic counts surveys of consumer shopping ha!its and analysis of

competitive locations. Several models for site location have also !een formulated.

%etailers can assess a particular store-s sales effectiveness !y looking at four indicators3

7. Aum!er of people passing !y on an average day.

$. Percentage who enter the store'. Percentage of those entering who !uy

(. 5verage amount spent per sale.

TRENDS IN RETAILING

5t this point the main developments retailers and manufacturers need to take into account

in planning competitive strategies.

7. Ne* retail 'or#s a$ co#2i$atio$s"some supermarkets include !ank !ranches.

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$. Gro*t) o' i$tert!e co#etitio$" Different types of storesJdiscount stores

catalog showrooms department stores0all compete for the same consumers !y

carrying the same type of merchandise.

'. Gro*t) o' gia$t retailers"Through their superior information systems logistical

systems and !uying power giant retailers are a!le to deliver good service and

immense volumes of product at appealing prices to masses of consumers. They are

crowding out smaller manufacturers what to make how to price and promote when

and how to ship and even how to improve production and management.

&anufacturers need these accounts otherwise they would lose 79 to '9 percent of

the market. Some giant retailers are category killers that concentrate on one productcategory such as toys FToys ,%/ "sG home improvement Fhome DepotG or office

supplies FstaplesG. Decker Stanley

tools etcG !y issuing a memo implying that if they started to sell online :ome

Depot might drop them as suppliers !ut now :ome Depot is finding it

advantageous to work with online retailers.



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SUPERMARKET

Large self0service shop selling food and household goods. The first Piggy0Eiggly was

introduced !y "S retailer Clarence Saunders in &emphis Tennessee 78878. Supermarkets

have a high turnover and are therefore a!le to !uy goods in !ulk. This cuts down the unit

cost and in turn the price which further encourages !usiness. Classic self0service (9990

$9999s=0ft with shopping carts as populari+ed in India !y KCra+y 4oys- films with typical

focus on regular groceries household goods and personal care products. Tesco and

Safeway are famous chains. In India Aan+ 1ood world and Ailgirils are popular name.

STRENGT1S OF SUPERMARKET FROM CONSUMER POINT OF 0IE8"

Supermarket format of retailing try to fulfil these e*pectation through following merits.

7. It saves the time !ecause customer will get everything at a one place with self0

service.

$. It provides perfect platform for comparison of a same product from different

company with a different !rand name with complete information which could !e

re=uired to compare the !rands and take a !est purchasing decision.

'. &ulti !rand department stores offer an intermediate solution with complete !rand

choice to the customer and spacious shop which allows the manufacturers to

present his product appropriately.

(. Sometimes customer also get discount !ecause multi !rand stores go for !ulk

purchase and pass the earning of differences toward the customer.

). Customers get a detail and computeri+e !ill so there is no possi!ility of any

discrepancy in !illing.

C1ALLENGES FACED 9Y SUPERMARKET

Though theoretically supermarket stores offer a num!er of reasons to purchase goods from

supermarket instead of purchasing from traditional provision store. It will save the time

give a spacious purchasing e*perience provide platform to get variety scheme and services

and faultless and accurate computeri+ed !illing system etc. In spite of having all these

!enefits supermarket still has not proved itself successful in India market !ecause still it is

struggling for survival and facing the following pro!lems.

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7. ery low sales volume.

$. 5ccording to e*perts the real !oom in organi+ed retailing will come once

supermarkets starts selling daily need goods at 89 of the regular price that result

into low sales turnover !ecause of that there is very low gross margin low net

margin and very low turn over per s= feet compare to unorgani+ed sector in Indian

and organi+ed sector in foreign.

'. 5nother very important thing is gross margins return on investment. 4ut the

pro!lem of Indian retailing is to source on credit and sells on cash. Met retail

margins in India are lower than overseas. The large format players face high costs

especially in comparison with traditional retailers that pay very little rent for realestate.

(. Competition from unorgani+ed retail shop.

). Typical mindset and psychology of Indian middle class. So it would !e a !iggest

challenge to transform the psychology of Indian middle class segment.

6. 1rom strategic decision point of view another !iggest pro!lem is to select a right

retail format to fight against unorgani+ed retail organi+ation. Thus there is =uestion

regarding very e*istence and survival of supermarket !ecause still it has not proved

successful in India.

;. Still organi+ed sector does not provide full satisfaction to customer in terms of

=uality =uantity competitive price and convenience in terms of various service

assessa!le location and layout of supermarket.

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Re-iew o, Literature



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RE0IE8 OF LITERATURE

%eview of literature refers to identifying already e*isting literature in the area of consumer

!ehaviour to find out what contri!ution has already !een made so that it can serve a

valua!le !ase for further e*panding the literature. The researcher while choosing the

relevant literature for this study has taken e*treme care not to omit any literature

pertaining to the consumer !ehaviour. This chapter revolves around the various relevant

literatures screened to formulate the su!ject matter of the proposed study ,9u!i$g Patter$

o' I$ia$ Custo#ers i$ t)e C)a$gi$g Retail Sce$ario/. The literature survey revealed

that studies have !een conducted in the functional areas of marketing leading to theavaila!ility of a large volume on the su!ject.

:owever they were used !y this researcher for the purpose of !uilding theoretical

!ackground and also as a reference for secondary data. This study on the e*isting

comparative analysis of customer satisfaction towards provision store and supermarket has

!een taken.

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Ba!%&round o, t7e tud+



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9ACKGROUND OF T1E STUDY

In this competitive world supermarket and provision stores are increasing day !y day.

They are also implementing newer methods of attracting the customer which has resulting

in enhancement of customer satisfaction. :ence the study has !een undertaken to get a

response from the customers to measure their satisfaction towards this concept. During this

study greater emphasis is given to measure the overall satisfaction level of the customers

towards the provision stores and supermarket.

STATEMENT OF PRO9LEM

Supermarket and provision stores are growing day !y day. Comparative to their sales in

supermarket and provision stores are less than e*pected. This study will help the

supermarket and provision stores to ascertain their customer satisfaction level. Thus a

research titled ,Comparative analysis of customer satisfaction towards provision store and

supermarket/ was carried on. The research conducted would help the provision store in

identifying the key factors involved in the achievement of customer delight and retaining

the customers.

NEED AND IMPORTANCE OF T1E STUDY

In this competitive world Supermarket and Provision stores are increasing in num!er day

!y day. Though the Supermarket and Provision Store provide same products sales in

Supermarket and Provision store has not !een as spectacular as e*pected !y retailers.

:ence as a part of the market diversification and strategy formulation differ the retailers

wanted to e*plore the possi!ilities of marketing !y provide e*cellent service to thecustomer

They are also implementing newer methods of attracting the customer which has resulting

in enhancement of customer satisfaction. In terms of sales volume there has not !een any

such e*plosion. They are all competing for the same consumers !y carrying the same type

of merchandise.

:ence an attempt has !een made here to find out the level of customer satisfaction towards

Supermarket and Provision store. This study aims at systematic analysis and encashment or

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an analysis to find !etter scope for improvement !ased on the analysis. This study is an

attempt to identify the pro!lems if any in the field of customer satisfaction in the grocery

retail sector and to come out with a solution for the pro!lem. These aspects have formed

the need for the study.

SCOPE OF T1E STUDY

The study will help to know a!out customers level of satisfaction who purchases in

provision stores and supermarket. It will help the provision stores and supermarket to

understand the level of customer satisfaction and feed!ack from the customers regarding

their services and on the availa!ility of range of products. So the study will help theprovision stores and supermarket to identify the strengths and weakness. This study will

also reveal the customers attitude towards supermarket and provision stores.

PURPOSE

%eview of literature is to elucidate valid data and information. 4ut this project study was

done with the purpose of throwing light on the depth of the coverage already achieved in

developing the su!ject matter. This helps fresh learners can get tailor0made customer

information on finger tips.

:owever the main purpose of literature survey in the case of this project work is to

appreciate what is not covered in similar topics so that it can !e included in this project

work and improvements can !e made on the e*isting data. This study also covers the

different levels a!out provision store and supermarket in particular.

This research work on completion is e*pected to !e of immense help to the provision store

and supermarket in improving the e*isting level of satisfaction among customers. Eith

novel and enterprising sales promotion techni=ues more milestones can !e achieved. 5s a

whole new sales promotion techni=ue can !e gradually and effectively introduced to

attracting the customer which can resulting in enhancement of customer satisfaction.


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O56e!ti-es o, tud+

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O9:ECTI0E OF T1E STUDY

To know the satisfaction level of consumers towards provision stores and

supermarket.

To know a!out the scheme employed !y the provision stores and supermarket

to influence purchase.

To know a!out =uality of service in provision stores and supermarket.

To determine suggestions for improvement of products offered services store

decoration etc.

To study the customer !uying !ehaviour in supermarket and provision stores.

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Resear!7 $et7odolo&+



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RESEARC1 MET1ODOLOGY

RESEARC1 DESIGN

1YPOT1ESIS

Null )!ot)esis 1o"The level of customer satisfaction towards provision store is not

more than supermarket.

Alter$ati&e )!ot)esis 1+"The level of customer satisfaction towards provision store is

more than supermarket.

MET1ODOLOGY

1or the purpose of literature survey a sample survey method was adopted. Li!raries of

4angalore "niversity DSC&IT were visited and e*isting reports were scanned. Some well

developed and informative we!sites from the internet were also surfed in order to

authoritatively lay hands on the su!ject matter.

The researcher adopted the survey method for this descriptive study. Nuestionnaire was

used to collect information through personal interviews from the customer of provision

store and supermarket.

TYPE OF RESEARC1

%esearch design is a detailed !lue print used to guide the research study towards its

o!jectives. The process of designing a research study involves many interrelated decisions.

The most significant decision is the choice of research approach as it determines how the

information will !e o!tained.

eeping this in mind and to select a particular tool for data collection the researcher has

adopted the Survey research method. Survey research method is used !y asking =uestions

to people who are !elieved to possess the desired information. It measures the magnitude

of people-s knowledge attitudes and !uying !ehaviour. In survey method the data

collection is through structured direct interview. Structured direct interview is a formal

=uestionnaire Fi.e. set of =uestionsG that is structured and direct and the interviewer isinstructed to ask the persons those =uestions only in the order given in the =uestionnaire.

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This type of interview is referred to as ,Structured survey/. Its advantage is that less

skilled interviewers can !e used resulting in lower cost per interview. It gives standardi+ed

information and hence editing ta!ulating and analy+ing of the data are more easily done.

SAMPLING TEC1NI;UE

Sample is the fraction of the population sampling is a techni=ue or a method of selection

of samples. The researcher in carrying out this research is adopted the most appropriate

sampling techni=ue for research that is the Simple %andom Sampling techni=ue.

5ccording to the simple random sampling method it is assumed that entire population ishomogeneous and the samples are selected in such a way that each and every unit in the

population has e=ual chance of occurrence or e=ual pro!a!ility of occurrence. In other

words the sampling units are selected randomly. Since random sampling implies e=ual

pro!a!ility to every unit in the population it is necessary that the selection of the sample

must !e free from human judgment.

SAMPLE SI


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MET1ODS OF CONTACT

Personal interview is the method of contact used with the respondents. Personal

interviewing method is used !ecause sample si+e is relatively small and the interviewer can

ask more =uestions

TOOLS USED FOR TESTING OF 1YPOT1ESIS

arious statistical tools were used in the testing of hypothesis. Ideas also developed from

previous research studies. Percentage calculation various fre=uency distri!utions have

!een used in analy+ing the data. 4ar charts and pie charts were plotted decision analyses

were used in data classification. Chi s=uare test will !e the main tool to !e involved in thetesting of hypothesis and in drawing conclusions.

OT1ER SOFT8ARES USED FOR DATA ANALYSIS

The software utility in the data analysis has facilitated the researcher in analysis of the data

and presenting it. The software used is &icrosoft office tools such as &s Eord and &s

B*cel. 4it ware for windows is the software that was used in analy+ing data. 5head

software was used in writing the project data into the compact disc.



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Industry

Profle

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INDUSTRY PROFILE

RETAIL INDISTRY

The retail industry is focused on the sale of goods or merchandise from a specific location

for direct consumption !y the purchaser. Aorth 5merica is the home of most of the world-s

largest retailers since the ".S. dominates the glo!al retailing industry. Aot only is the retail

industry responsi!le for two0thirds of the ".S.-s ODP ".S. retail companies have also

esta!lished a presence on every continent. The largest retail giants glo!ally are Eal0&art

F"S5G &etro 5O FOermanyG Carrefour F1ranceG and Tesco F"G.

The industry employs a staggering num!er of people and given its rapid proliferation this

num!er is always on the rise. The !ack!one of the sector are the operations and supply

chain management jo!s !ut there are various other options as well from sales e*ecutives

and store managers to merchandise planners and !uyers.

T)e Glo2al Retail I$ustr! " A$ O&er&ie*

%etail has played a major role world over in increasing productivity across a wide range of

consumer goods and services .The impact can !e !est seen in countries like ".S.5. "..

&e*ico Thailand and more recently China. Bconomies of countries like Singapore

&alaysia :ong ong Sri Lanka and Du!ai are also heavily assisted !y the retail sector.

%etail is the second0largest industry in the "nited States !oth in num!er of esta!lishments

and num!er of employees. It is also one of the largest world wide. The retail industry

employs more than $$ million 5mericans and generates more than ' trillion in retail sale

annually. %etailing is a ".S. ; trillion sector. Eal0&art is the world-s largest retailer.

5lready the world-s largest employer with over 7million associates Eal0&art displaced oil

giant B**on &o!il as the world-s largest company when it posted $78 !illion in sales for

fiscal $997. Eal0&art has !ecome the most successful retail !rand in the world due its

a!ility to leverage si+e market clout and efficiency to create market dominance. Eal0&art

heads 1ortune maga+ine list of top )99 companies in the world. 1or!es 5nnual List of

4illionaires has the largest num!er F()#(8;G from the retail !usiness.



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To Retailers 8orl*ie

%ank %etailer :ome Country

7 Eal0&art Stores Inc. ".S.5.

$ Carrefour Oroup 1rance

' The roger Co. ".S.5.

( The :ome Depot Inc. ".S.5.

) &etro Oermany

FSource3 ST


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%ising incomes and improvements in infrastructure are enlarging consumer markets

and accelerating the convergence of consumer tastes.Looking at income

classification the Aational Council of 5pplied Bconomic %esearch FAC5B%G

classified appro*imately )9 of the Indian population as low income in 788(0 8)

this is e*pected to decline to 7;.@ !y $99609;.

Li!erali+ation of the Indian economy which has led to the opening up of the market

for consumer goods has helped the &AC !rands like ellogs "nilever Aestle etc.

To make significant inroads into the vast consumer market !y offering a wide range

of choices to the Indian consumers.

Shift in consumer demand to foreign !rands like &cDonalds Sony Panasonic etc.

The internet revolution is making the Indian consumer more accessi!le to the

growing influences of domestic and foreign retail chains. %each of satellite T..

channels is helping in creating awareness a!out glo!al products for local markets.

5!out (; of India-s population is under the age of $9 and this will increase to

)) !y $97). This young population which is technology0savvy watch more than

)9 T satellite channels and display the highest propensity to spend will

immensely contri!ute to the growth of the retail sector in the country. 5s India

continues to get strongly integrated with the world economy riding the waves of

glo!ali+ation the retail sector is !ound to take !ig leaps in the years to come. The

Indian retail sector is estimated to have a market si+e of a!out 7@9 !illion !ut the

organised sector represents only $ share of this market. &ost of the organised

retailing in the country has just started recently and has !een concentrated mainly

in the metro cities.

India is the last large 5sian economy to li!erali+e its retail sector. In Thailand more than

(9 of all consumer goods are sold through the super markets and departmental stores. 5

similar phenomenon has swept through all other 5sian countries.


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growth in development of the retail0specific properties and malls. 5ccording to the

estimates availa!le with 1itch close to $)mn s=. ft. of retail space is !eing developed and

will !e availa!le for occupation over the ne*t '60(@ months. 1itch e*pects organi+ed retail

to capture 7)0$9 market share !y $979. 5 &cinsey report on India says organised

retailing would increase the efficiency and productivity of entire gamut of economic

activities and would help in achieving higher ODP growth. 5t 6 the share of

employment of retail in India is low even when compared to 4ra+il F7(G and Poland

F7$G.

Di''ere$t For#s o' Retaili$g " E#erge$ce o' $e* 'or#ats o' retaili$g i$ I$iaPopular 1ormats

:ypermarts

Large supermarkets typically F')99 0 )999 s=. ftG

&ini supermarkets typically F7999 0 $999 s=. ftG

Convenience store typically F;)9 0 7999 s=. ftG

Discount#shopping list grocer

Traditional retailers trying to reinvent !y introducing self0service formats as

well as value0added services such as credit free home delivery etc.

T7e Indian retail se!tor !an 5e 5roadl+ !lassi,ied into3

a4 FOOD RETAILERS

There are large num!er and variety of retailers in the food0retailing sector. Traditional

types of retailers who operate small single0outlet !usinesses mainly using family la!our

dominate this sector .In comparison super markets account for a small proportion of food

sales in India. :owever the growth rate of super market sales has !eing significant in

recent years !ecause greater num!ers of higher income Indians prefer to shop at super

markets due to higher standards of hygiene and attractive am!ience.

24 1EALT1 = 9EAUTY PRODUCTS

Eith growth in income levels Indians have started spending more on health and !eauty

products .:ere also small single0outlet retailers dominate the market .:owever in recent

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years a few retail chains speciali+ing in these products have come into the market.

5lthough these retail chains account for only a small share of the total market their

!usiness is e*pected to grow significantly in the future due to the growing =uality

consciousness of !uyers for these products .

c4 CLOT1ING = FOOT8EAR

Aumerous clothing and footwear shops in shopping centers and markets operate all over

India. Traditional outlets stock a limited range of cheap and popular items in contrast

modern clothing and footwear stores have modern products and attractive displays to lure

customers. :owever with rapid ur!ani+ation and changing patterns of consumer tastesand preferences it is unlikely that the traditional outlets will survive the test of time.

4 1OME FURNITURE = 1OUSE1OLD GOODS

Small retailers again dominate this sector. Despite the large si+e of this market very few

large and modern retailers have esta!lished speciali+ed stores for these products. :owever

there is considera!le potential for the entry or e*pansion of speciali+ed retail chains in the

country.

e4 DURA9LE GOODS

The Indian dura!le goods sector has seen the entry of a large num!er of foreign companies

during the post li!erali+ation period. 5 greater variety of consumer electronic items and

household appliances !ecame availa!le to the Indian customer. Intense competition among

companies to sell their !rands provided a strong impetus to the growth for retailers doing

!usiness in this sector.

'4 LEISURE = PERSONAL GOODS

Increasing household incomes due to !etter economic opportunities have encouraged

consumer e*penditure on leisure and personal goods in the country. There are speciali+ed

retailers for each category of products F!ooks music products in this sector. 5nother

prominent feature of this sector is popularity of franchising agreements !etween

esta!lished manufacturers and retailers.

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C)alle$ges o' Retaili$g i$ I$ia

%etailing as an industry in India has still a long way to go. To !ecome a truly flourishing

industry retailing needs to cross the following hurdles3

5utomatic approval is not allowed for foreign investment in retail.

%egulations restricting real estate purchases and cum!ersome local laws.

Ta*ation which favours small retail !usinesses.

5!sence of developed supply chain and integrated IT management.

Lack of trained work force.

Low skill level for retailing management.

Intrinsic comple*ity of retailing J rapid price changes constant threat of

product o!solescence and low margins.

The retailers in India have to learn !oth the art and science of retailing !y closely

following how retailers in other parts of the world are organi+ing managing and coping up

with new challenges in an ever0changing marketplace. Indian retailers must use innovative

retail formats to enhance shopping e*perience and try to understand the regional variations

in consumer attitudes to retailing. %etail marketing efforts have to improve in the country 0

advertising promotions and campaigns to attract customers !uilding loyalty !y

identifying regular shoppers and offering !enefits to them efficiently managing high0value

customers and monitoring customer needs constantly are some of the aspects which

Indian retailers need to focus upon on a more pro0active !asis. Despite the presence of the

!asic ingredients re=uired for growth of the retail industry in India it still faces su!stantial

hurdles that will retard and inhi!it its growth in the future.


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India is gaining wider acceptance. The development of the organised retail sector during

the last decade has !egun to change the face of retailing especially in the major metros of

the country. B*periences in the developed and developing countries prove that performance

of organised retail is strongly linked to the performance of the economy as a whole. This is

mainly on account of the reach and penetration of this !usiness and its scientific approach

in dealing with customers and their needs. In spite of the positive prospects of this industry

Indian retailing faces some major hurdles Fsee Ta!le 7G which have stymied its growth.

Barly signs of organi+ed retail were visi!le even in the 78;9s when Ailgiris FfoodG iveks

Fconsumer dura!lesG and Aallis FsareesG started their operations. :owever as a result of the

road!locks Fmentioned in Ta!le 7G the industry remained in a rudimentary stage. Ehilethese retailers gave the necessary am!ience to customers little effort was made to

introduce world0class customer care practices and improve operating efficiencies.

&oreover most of these modern developments were restricted to south India which is still

regarded as a K&ecca of Indian %etail-.

Per'or#a$ce

In today-s dynamic and shaky !usiness world the retail industry is constantly upgrading

itself. Eith an endless array of customer choices fierce competitors pervasive use of the

internet and a comple* glo!al economy retailers need to focus on finding ways to sustain

and grow their !usinesses. Traditional growth models that focused on rolling out more

stores and adding more product lines no longer enjoy the return on investment they once

did. Successful retailers are those who are a!le to adapt and change to the environment and

develop new ways of serving customers respecting the dynamics of current trends and

adapting accordingly.

The retail industry in India is hailed as a sunrise sector and is estimated to dou!le in value

from "S ''9 !illion in $99; to 6(9 !illion !y $97). In fact India has topped 5T

earneyQs annual Olo!al %etail Development Inde* FO%DIG for the third year in a row as

the most attractive market for retail investment.

The !ad news is despite the fact that India has one of the largest num!er of retail outlets in

the Eorld organi+ed retail accounts for only ( of the total market. This makes it

especially difficult to apply sophisticated merchandising and sales tools enhance consumer

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interaction and also make very accurate analysis. That said analysts !elieve the sector is

likely to show significant growth of over 8 p.a over the ne*t 79 years and also see rapid

development in organi+ed retail formats with the proportion likely to reach a more

respecta!le $) !y $97@.

Gro*t) Pote$tial

The key growth areas include the ur!an lu*ury segment on one end of the spectrum and

serving the rural sector on the other. In addition government policy encouraging 1DI in

the segment has resulted in a plethora of international retailers keen on entering the

market 5merican retail giant Eal0&art has tied0up with 4harti Bnterprises and glo!alcoffee giant Star!ucksQ has tied up with P% Limited. In addition Carrefour 4oots and

others are also e*pected to come in with so much action it is natural that there is a huge

scope for employment opportunities and e*perts estimate that the sector will generate

employment for R $.) million people in $977. The top retail companies in India include the

%aheja Oroup %eliance %etail Tata Trent 1uture Oroup %PO %etail and B!ony %etail

:oldings.

Retaili$g i$ I$ia" a 'orecast

1uture of organi+ed retail in India looks !right. 5ccording to recent researches it is

projected to grow at a rate of a!out '; in $99@ and at a rate of ($ in $998. It will

capture a share of 79 of the total retailing !y the end of $977.

The organi+ed retail sector is e*pected to grow to a value of %s. $99999 crore F"S()

!illionG and may generate 79 to7) million jo!s in ne*t ) years. This can happen in two

forms0 $.) million of these people may !e associated directly with retailing and the rest 79

million people may !e gainfully employed in related sectors that will !e pulled up through

the strong forward and !ackward linkage effects.

:owever to compete in this sector one needs to have up0to0date market information for

planning and decision making. The second most important re=uirement is to manage costs

widely in order to earn at least normal profits in face of stiff competition

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Data Analyss &

Inter!retaton

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DATA ANALYSIS AND INTERPRETATION

The data has !een collected with the help of =uestionnaire. 5nd it has !een analy+ed and

interpreted with the help of ta!les and graphs along with relevant descriptions. 5ppropriate

treatment has !een done to the raw data and logical conclusions are drawn !ased on the

findings.

Data A$al!sis = I$terretatio$ o' Pro&isio$ Store

Ta2le(>.+" Fre?ue$c! o' 0isit to t)e Pro&isio$ StoreParticulars No o' Reso$e$ts Perce$tage

Mes (@ 86

Ao $ (

Total @ +B

A$al!sis" 1rom the a!ove ta!le it is shown that 86 of respondents visit provision store

regularly and ( of respondents visit provision store !ut not regularly.

I$terretatio$" &ost of the respondents visit the provision store regularly as provision

store will !e opened from ; a.m. to 77 p.m. and also provision store is very close to their

residence.

Gra)(>.+" Fre?ue$c! o' 0isit to t)e Pro&isio$ Store

Ta2le >.," Locatio$ o' Pro&isio$ Store



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Particulars No o' Reso$e$ts Perce$tage

Mes (@ 86Ao $ (

Total @ +B

A$al!sis" The ta!le shows that 86 of respondents said provision store is near and ( of

respondent said provision store is not near.

I$terretatio$" It is found that a majority of the respondents rated provision store as a

!etter choice as far as location is concerned !ecause the shop is located around the locality

and therefore offers a convenient option J especially if few items are re=uired in a urgently.

Gra)(>.," Locatio$ o' Pro&isio$ Store

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Ta2le(>.-" Fre?ue$c! o' Purc)ase

Particulars No o' Reso$e$ts Perce$tageEeekly 7( $@

&onthly '$ 6(

.-" Fre?ue$c! o' Purc)ase

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Ta2le(>./" Purc)ase 1istor!

No o' !ears o' urc)ase No o' reso$e$ts Perce$tage70$ @ 76

$0( 7( $@

(0; 7@ '6

; > a!ove 79 $9

Total @ +B

A$al!sis" The ta!le a!ove indicates that 76 of respondents rated 70$ years $@ of

respondents rated $0( years '6 of respondents rated (0;years and $9 of respondents

rated ; and a!ove years.

I$terretatio$" It is found that most of respondents are purchasing from provision store

for more than $ years and a!ove is clearly evident that provision store offers a friendly

personal service customers may !e known to the retailer therefore allows small credit the

shop is located around the locality and therefore offers a convenient option availa!ility of

wide range of products and provide good =uality of product.

Gra)(>./" Purc)ase 1istor!

Ta2le(>.@" Satis'actio$ o$ Ra$ge O' Proucts A&aila2le

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Mes (( @@

Ao 6 7$

Total @ +B

A$al!sis" The a!ove ta!le shows that @@ of respondents are satisfied with the range of

products availa!le in the provision store and 7$ of respondents are not satisfied with the

range of products availa!le in the provision store.

I$terretatio$" The survey indicates that most of the customers are satisfied with the

range of products availa!le in the provision and it is !ecause provision store has wide

range of !oth !randed and un!randed products and also in different =uantities.

Gra)(>.@" Satis'actio$ o$ Ra$ge O' Proucts A&aila2le

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Ta2le(>." Oi$io$ o$ Total Purc)ase

Particulars No o' Reso$e$ts Perce$tageMes (( @@

Ao 6 7$

Total @ +B

A$al!sis" The a!ove collected data reveals that @@ of respondents purchase entire

grocery from provision store and 7$ of respondents do not purchases entire grocery from

provision store.

I$terretatio$3 1rom a!ove analysis it is evident that the @@ of respondents purchase

entire grocery from provision store and that it is !ecause provision store provide price

reduction on their total purchase availa!ility of wide range of !oth !randed and un!randed

product and also =uality of products is e*cellent.

Gra)(>." Oi$io$ o$ Total Purc)ase



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Ta2le(>.>" T!e o' Proucts Purc)ase

Particulars No o' Reso$e$ts Perce$tageDry fruits $ 7;

Spices $ 7;

%ice ( ''

Dhal ( ''

A$al!sis" The a!ove data collected reveals that 7; of respondent rated dry fruits and

spices and ''of respondent rated rice and dhal.

I$terretatio$" 1ew respondents do not purchase entire ration or grocery from provision

store and these respondents !uy only rice dhal dry fruits and spices as provision store

provide very good =uality and price reduction on the total purchase.

Gra)(>.>" T!e o' Proucts Purc)ase

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Ta2le(>." Oi$io$ o$ Free 1o#e Deli&er!

Particulars No o' Reso$e$ts Perce$tageMes ($ @(

Ao @ 76

Total @ +B

A$al!sis" 1rom the a!ove ta!le it is clear that @( of respondents said that provision

store provide free home delivery and 76 of respondents said that provision store does not

provide free home delivery.

I$terretatio$" It is found that most of the respondents said that provision store provide

free home delivery without enforcing any restrictions.

Gra)(>." Oi$io$ o$ Free 1o#e Deli&er!

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Ta2le(>." Oi$io$ a2out Ser&ices

Particulars No o' Reso$e$ts Perce$tageMes )9 799

Ao 0

A$al!sis" The a!ove ta!le shows all respondents are satisfied with services.

I$terretatio$" It is clear that all the respondents are satisfied with services as the

provision store delivers the grocery items on time.

Gra)(>." Oi$io$ a2out Ser&ices



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Ta2le(>.+" ;ualit! o' Proucts Li%e Rice7 8)eat7 Sugar7 D)al7 EtcH

Particulars No o' Reso$e$ts Perce$tageB*cellent ( @

Oood $@ )6

Satisfactory 7@ '6

4ad 0 0

Total @ +B

A$al!sis" The a!ove collected data reveals that )6 of respondents rated good '6 of

respondents rated satisfactory and @ of respondents rated e*cellent on =uality of

products.

I$terretatio$" &ost of the respondents rated the =uality of items like rice wheat sugar

dhal is good and satisfactory !ecause of wide range of products are availa!le and with a

wide choice in prices.

Gra)(>.+" ;ualit! o' Proucts

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Ta2le(>.++" Retur$e t)e Dissatis'ie Proucts

Particulars No o' Reso$e$ts Perce$tageMes '( 6@

Ao 76 '$

Total @ +B

A$al!sis" The a!ove ta!le shows that 6@ of respondents have returned the dissatisfied

products and '$ of respondents have not returned the dissatisfied products.

I$terretatio$" 1rom the analysis it is found that some of the respondents have returned

the products as they were dissatisfied with the purchase made or when the products were

found faculty.

Gra)(>.++" Retur$e t)e Dissatis'ie Proucts



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Ta2le(>.+," Relace#e$t Gi&e$ For Retur$e Proucts

Particulars No o' reso$e$ts Perce$tageMes '( 799

Ao 0 0

A$al!sis3 The data in the a!ove ta!le shows that all the respondents said that replacement

is given for returned products.

I$terretatio$" The survey indicates that respondents who have returned the dissatisfiedproduct among them all the respondents have !een given replacement for the returned

product.

Gra)(>.+," Relace#e$t Gi&e$ For Retur$e Prouct

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Ta2le(>.+-" Re'u$ o' Mo$e!

Particulars No o' Reso$e$ts Perce$tageMes 7( ;9

Ao 6 '9

A$al!sis" The a!ove collected data reveals that ;9 of respondents said provision store

will refund the money and '9 of respondents said provision store will not refund the

money.

I$terretatio$3 It is found that the respondents who have returned the dissatisfied productsamong them most of the respondents have !een refunded !y provision store.

Gra)(>.+-" Re'u$ t)e Mo$e!

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Ta2le(>.+/" Oi$io$ a2out Pac%agi$g

Particulars No o' Reso$e$ts Perce$tageMes (6 8$

Ao ( @

Total @ +B

A$al!sis" It can !e analy+ed from the ta!le that 8$ of respondents has felt packaging is

good and @ of respondents has felt packaging is !ad.

I$terretatio$" There is clear indication that almost all the respondents are very much

satisfied with packaging as provision store uses good packaging materials and also they

pack well.

Gra)(>.+/" Oi$io$ a2out Pac%agi$g

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Ta2le(>.+@" Satis'actio$ Le&el o$ Prici$g

Particular No o' Reso$e$ts Perce$tageB*or!itant 0 0

5fforda!le (( @@

B*pensive 0 0

Cheap 6 7$

Total @ +B

A$al!sis" The a!ove ta!le gives a clear picture that @@ of respondents rated afforda!le

and 7$ of respondents rated cheap.

I$terretatio$" &ost of the respondents rated that pricing in provision store is afforda!le

and cheap as provision store provide reduction in price on total purchase.

Gra)(>.+@" Satis'actio$ Le&el o$ Prici$g

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Ta2le(>.+" Price Deuctio$ o$ Total Purc)ase

Particulars No o' Reso$e$ts Perce$tageMes '@ ;6

Ao 7$ $(

Total @ +B

A$al!sis" The data in the a!ove ta!le shows that ;6 of respondents rated price deduction

on the total !ill amount and $( of respondents did not agree that price deductions were

given.

I$terretatio$" 1rom the a!ove analysis it is evident that most of the respondents rated as

provision store provide price deduction on total purchase. It is one of the reasons why the

respondents prefer to go the provision store.

Gra)(>.+" Price Deuctio$ O$ Total Purc)ase



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Ta2le(>.+>" Moe o' Purc)ase

Particulars No o' Reso$e$ts Perce$tagePersonally select (@ ;'


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Ta2le(>.+" Attitue to*ars Saleserso$s

Particulars No o' Reso$e$ts Perce$tageMes )9 799

Ao 0 0

Total @ +B

A$al!sis3 The a!ove ta!le clear indicates that all the respondents rated as salesperson are

friendly and helpful

I$terretatio$" 5ll the respondents rated the salesperson are friendly and helpful !ecause

salesperson voluntarily come forward to help the customers and they provide clear

information a!out the product. These salespersons know the customer !y name and their

re=uirements.

Gra)(>.+" Attitue to*ars Saleserso$s

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Ta2le(>.+" Oi$io$ o$ Deli&er! O' Proucts

Particulars No o' Reso$e$ts Perce$tageMes 76 799

Ao 0 0

A$al!sis" It can !e analy+ed from the a!ove ta!le that all the respondents rated as

provision store delivers the product on time when ordered !y phone.

I$terretatio$3 1rom the a!ove analysis it is interpreted from respondents that allrespondents rated as provision store delivers the product on time in right =uantity and

=uality when ordered !y phone and it is !ecause provision store provides e*cellent service.

Gra)(>.+" Oi$io$ o$ Deli&er! O' Proucts



60/112

Ta2le(>.," Source o' I$'or#atio$

Particulars No o' Reso$e$ts Perce$tageSalesperson '9 69

Catalogue of provision store 7( $@

5ny other method 6 7$

Total @ +B

A$al!sis" The data in the a!ove ta!le shows that 69 of respondents rated salesperson

$@ of respondents rated catalogue and 7$ of respondent rated any other method.

I$terretatio$" There is clear indication that the source of information in provision store

is provided through the salesperson is 69 who are friendly and helpful and other source

of information in provision store is provided through the catalogue of supermarket is only

$@.

Gra)(>.," Source o' I$'or#atio$



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Ta2le(>.,+" Moe o' Pa!#e$t

Particulars No o' Reso$e$ts Perce$tageCash )9 799

Credit card 0 0

Che=ue 0 0

De!it card 0 0

A$al!sis" The a!ove collected data reveals that all the respondents preferred cash as the

mode of payment.

I$terretatio$3 1rom the a!ove analysis it is evident that all the respondents make

payment !y cash as they feel more comfort and provision store allow the customer to make

delay payments.

Gra)(>.,+" Moe o' Pa!#e$t



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Ta2le(>.,," Satis'actio$ o$ Le&el o' Moe O' Pa!#e$t

Particulars No o' Reso$e$ts Perce$tageB*cellent $ (

Oood ($ @(

5verage 6 7$

1air 0 0

Poor 0 0

Total @ +B

A$al!sis"It can !e analy+ed from the a!ove ta!le that ( of respondents rated e*cellent

@( of respondents rated good and 7$ of respondents rated average.

I$terretatio$" &ost of respondents said that the mode of payment as good !ecause

provision store accepts cash and most of respondents are housewives they fell more

comfort while making payment !y cash.

Gra)(>.,," Satis'actio$ o$ Le&el O' Moe O' Pa!#e$t

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63/112

Ta2le(>.,-" Oi$io$ o$ 1ouse%eei$g

Particulars No o' Reso$e$ts Perce$tageClean > hygienic '9 69

Basy to move around 0 0

Lighting $9 (9

entilation 0 0

A$al!sis" 1rom the a!ove ta!le it can !e analy+ed that 69 of respondents said clean >

hygienic and (9 of respondents said lighting.

INTERPRETATION" It is evident from the a!ove analysis that the housekeeping of

provision store is clean > hygienic as no dust will !e there on the products and also

provision store has very good lighting facilities.

Gra)(>.,-" Oi$io$ o$ 1ouse%eei$g

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64/112

Ta2le(>.,/" Oi$io$ a2out Par%i$g Facilities

Particulars No o' Reso$e$ts Perce$tageB*cellent 0 0

Oood 7@ '6

Satisfactory $( (@

4ad @ 76

Total @ +B

A$al!sis" The a!ove collected data reveals that '6 of respondents said good (@ of

respondents said satisfactory and 76 of respondents said !ad.

I$terretatio$" Some of respondents rated that parking facilities of provision store is

satisfactory and good !ecause only few provision store provide parking facilities and some

of the respondents rated that parking facilities is !ad !ecause some of the provision store

has !een located in main road and no parking facilities at all.

Gra)(>.,/" Oi$io$ a2out Par%i$g Facilities

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65/112

Ta2le(>.,@" Satis'actio$ o$ S)oi$g

Oi$io$ No o' Reso$e$ts Perce$tageB*tremely satisfied $ (

Satisfied (@ 86

Aot satisfied 0 0

Aot at all satisfied 0 0

Total @ +B

A$al!sis" The a!ove ta!le clearly indicates that 86 of respondents are satisfied and (

of respondents are e*tremely satisfied.

I$terretatio$3 The survey indicates that most or almost all the customer are satisfied with

provision store and it is !ecause of its =uality and availa!ility of wide range of products

free home delivery replacement on dissatisfied products good packing facilities price

reduction on total purchase salesperson are friendly and helpful good services etc.

Gra)(>.,@" Satis'actio$ o$ S)oi$g

DATA ANALYSIS AND INTERPRETATION OF SUPERMARKET

Stud! o" #ustomer Satis"a$tion "or %ro&ision Store ' Su(ermar)ets Page 6)


66/112

Ta2le >.+.+" Fre?ue$c! O' 0isit To T)e Suer#ar%et

Particulars No o' Reso$e$ts Perce$tageMes '@ ;6

Ao 7$ $(

Total @ +B

A$al!sis3 1rom the a!ove ta!le it is clear that ;6 of respondents visit supermarket

regularly and $( of respondents visit supermarket !ut not regularly.

I$terretatio$3 5s some of the respondents are housewives they visit the supermarket

regularly. 1ew other respondents are professionals they finish their work at late night and

at that time many of the supermarket are closed as a result they visit the supermarket !ut

not regularly.

Gra)(>.+.+" Fre?ue$c! o' 0isit To T)e Suer#ar%et

Ta2le >.+.," T!e o' Suer#ar%et Pre'erre




67/112

1ood world ($ 69

4ig !a+aar @ 7$

1a! mall $ '

&onday to sunday 7$ 7;anatha !a+ar 0 0

.+.-" Fre?ue$c! o' Purc)ase


Eeekly $9 (9

&onthly $$ ((


68/112


69/112

Ta2le >.+./" Locatio$ o' Suer#ar%et

Particulars No o' Reso$e$ts Perce$tageMes ($ @(

Ao @ 76

Total @ +B

A$al!sis3 1rom the ta!le @( of respondents said that supermarket is near to residence

and 76 of respondents said that supermarket is not near to residence.

I$terretatio$3 There is a clear indication that some of the supermarkets are near to the

respondents residence !ecause of which some of the respondents purchase weekly.

Gra)(>.+./" Locatio$ o' Suer#ar%et



70/112

Ta2le(>.+.@" Satis'actio$ o$ Ra$ge O' Proucts A&aila2le

Particulars No o' Reso$e$ts Perce$tageMes (6 8$

Ao ( @

Total @ +B

A$al!sis" 1rom the a!ove ta!le 8$ of respondents are satisfied with the range of

products availa!le in the supermarket and @ of respondents are not satisfied with the

range of products availa!le in the supermarket.

I$terretatio$3 The survey indicates that a majority of the customers are satisfied with the

range of products availa!le in the supermarket and it is !ecause supermarket has wide

range of products and also in different =uantities.

Gra)(>.+.@" Satis'actio$ o$ Ra$ge O' Proucts A&aila2le

Stud! o" #ustomer Satis"a$tion "or %ro&ision Store ' Su(ermar)ets Page ;9


71/112

Ta2le(>.+." Oi$io$ o$ Total Purc)ase

Particulars No o' Reso$e$ts Perce$tage Mes 7@ '6

Ao '$ 6(

Total @ +B

A$al!sis" The a!ove data collected reveals that 6( of respondents do not purchase entire

grocery from supermarket and '6 of respondents purchases entire grocery from

supermarket.

I$terretatio$" 1rom a!ove analysis it is evident that the 6( of respondents do not

purchase entire grocery from supermarket and that it is !ecause supermarket does not

provide price reduction on the items like rice dhal etc which they usually !uy in !ulk

=uantity.

Gra)(>.+." Oi$io$ o$ Total Purc)ase



72/112

Stud! o" #ustomer Satis"a$tion "or %ro&ision Store ' Su(ermar)ets Page ;$


73/112

Ta2le(>.+.>" T!e o' Proucts Purc)ase

Particulars No o' reso$e$ts Perce$tage

Aon0veg items $ )

Cereals 6 76

Snacks 6 76

1ruits > dry fruits @ $7

Dairy products 79 $6

Detergents 6 76

A$al!sis" 1rom the a!ove ta!le it is clear that ) of respondents rated non0vegetarian

76 of respondents rated cereals snacks detergents $7 of respondents rated dry fruits

> fruits and $6 of respondents rated dairy products.

I$terretatio$" 1rom the analysis it is found that some of respondents do not purchase

entire grocery from supermarket and these respondents purchase only a!ove mentioned

items as supermarkets provide wide range of products.

Gra)(>.+.>" T!e O' Proucts Purc)ase

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74/112

Ta2le(>.+." Oi$io$ o$ Free 1o#e Deli&er!

Particulars No o' Reso$e$ts Perce$tage Mes '9 69

Ao $9 (9

Total @ +B

A$al!sis" 1rom the a!ove ta!le it is clear that 69 of respondents said that supermarket

provide free home delivery and (9 of respondents said that supermarket does not provide

free home delivery.

I$terretatio$" It is found that some of respondents said that supermarket does not

provide free home delivery !ecause some of supermarkets provide free home delivery if

the respondents purchase more than certain amount.

Gra)(>.+." Oi$io$ o$ Free 1o#e Deli&er!

Stud! o" #ustomer Satis"a$tion "or %ro&ision Store ' Su(ermar)ets Page ;(


75/112

Ta2le(>.+." Oi$io$ a2out Ser&ices

Particulars No o' Reso$e$ts Perce$tage Mes $( @9

Ao 6 $9

A$al!sis" The a!ove ta!le shows @9 respondents have a high opinion on satisfaction of

services and $9 of respondents do not have high opinion on satisfaction of services.

I$terretatio$" It is clear that most of the respondents are satisfied with services as the

supermarket delivers the grocery items on time and $9 of respondents are not satisfiedwith services as the supermarket has failed to deliver the grocery items on time.

Gra)(>.+." Oi$io$ a2out Ser&ices

Stud! o" #ustomer Satis"a$tion "or %ro&ision Store ' Su(ermar)ets Page ;)


76/112

Ta2le(>.+.+" ;ualit! o' roucts

li%e rice7 *)eat7 sugar7 )al7 etcH


B*cellent $ (

Oood '( 6@

Satisfactory 7( $@

4ad 0 0

Total @ +B

A$al!sis" The a!ove collected data reveals that 6@ of respondents rated good $@ of

respondents rated satisfactory and ( of respondents rated e*cellent on =uality of

products.

I$terretatio$" &ost of the respondents rated the =uality of items like rice wheat sugar

dhal is good !ecause of wide range of products are availa!le

Gra)(>.+" ;ualit! o' Prouct



77/112

Ta2le(>.+.++" Retur$e t)e Dissatis'ie Proucts

Particulars No o' Reso$e$ts Perce$tage Mes 7( $@

Ao '6 ;$

Total @ +B

A$al!sis" The a!ove ta!le shows that ;$ of respondents have not returned the products

and $@ of respondents have returned the products.

I$terretatio$" 1rom the analysis it is found that most of the respondents have not

returned the products !ecause supermarket provides perfect platform for comparison of a

same product from different company with a different !rand name with complete

information which could !e re=uired to compare the !rands and take a !est purchasing

decision.

Gra)(>.+.++" Retur$e T)e Dissatis'ie Proucts

Stud! o" #ustomer Satis"a$tion "or %ro&ision Store ' Su(ermar)ets Page ;;


78/112

Ta2le(>.+.+," Relace#e$t Gi&e$ For Retur$e Proucts

Particulars No o' Reso$e$ts Perce$tage Mes 7( 799

Ao 0 0

A$al!sis" The data in the a!ove ta!le shows that all the respondents said that replacement

is given for returned products.

I$terretatio$" The survey indicates that among the respondents who has returned the

dissatisfied products all has !een given replacement for the returned product.

Gra)(>.+.+," Relace#e$t Gi&e$ For Retur$e Prouct

Stud! o" #ustomer Satis"a$tion "or %ro&ision Store ' Su(ermar)ets Page ;@


79/112

Ta2le(>.+.+-" Re'u$ O' Mo$e!

Particulars No o' Reso$e$ts Perce$tageMes 6 ('

Ao @ );

A$al!sis" The a!ove data collected reveals that (' of respondents have felt supermarket

will refund the money and ); of respondents have felt supermarket will not refund the

money.

I$terretatio$" It is found that ); of respondents are not happy with supermarket assome of the supermarkets won-t refund the money and they force the respondent to

purchase some other products for that money.

Gra)(>.+.+-" Re'u$ T)e Mo$e!



80/112

Ta2le(>.+.+/" Oi$io$ A2out Pac%agi$g

Particulars No o' Reso$e$ts Perce$tageMes (@ 86

Ao $ (

Total @ +B

A$al!sis" It can !e analy+ed from the ta!le that 86 of respondents have felt that

packaging is good and ( of respondents has felt packaging is not good.

I$terretatio$" There is clear indication that almost all the respondents are very much

satisfied with packaging as supermarket uses good packaging materials and also they pack

well.

Gra)(>.+.+/" Oi$io$ a2out Pac%agi$g

Stud! o" #ustomer Satis"a$tion "or %ro&ision Store ' Su(ermar)ets Page @9


81/112

Ta2le(>.+.+@" Satis'actio$ Le&el O$ Prici$g

Particulars No o' Reso$e$ts Perce$tageB*or!itant ( @

5fforda!le ($ @(

B*pensive ( @

Cheap 0 0

Total )9 799

A$al!sis" The a!ove ta!le gives a clear picture that @( of respondents rated afforda!le

@ of respondents rated e*or!itant and @ of respondents rated e*pensive.

I$terretatio$" &ost of the respondents rated that pricing in supermarket is afforda!le as

supermarket charge ma*imum retail price on the products.

Gra)(>.+.+@" Satis'actio$ Le&el O$ Prici$g



82/112

Ta2le(>.+.+" Price Deuctio$ O$ Total Purc)ase

Particulars No o' Reso$e$ts Perce$tageMes 7( $@

Ao '6 ;$

Total @ +B

A$al!sis" The data in the a!ove ta!le shows that ;$ of respondents did not agree that

price deduction was given and $@ of respondents rated price deduction is provided on the

total !ill amount.

I$terretatio$" 1rom the a!ove analysis it is evident that most of the respondents have felt

that supermarket does not provide price deduction on total purchase and they charge

ma*imum retail price.

Gra)(>.+.+" Price Deuctio$ O$ Total Purc)ase

Stud! o" #ustomer Satis"a$tion "or %ro&ision Store ' Su(ermar)ets Page @$


83/112

Ta2le(>.+.+>" Moe O' Purc)ase

Particulars No o' Reso$e$ts Perce$tagePersonally select (6 ;(

" Moe O' Purc)ase

Ta2le(>.+.+" Attitue To*ars Saleserso$s

Stud! o" #ustomer Satis"a$tion "or %ro&ision Store ' Su(ermar)ets Page @'


84/112


Mes (6 8$

Ao ( @

Total @ +B

A$al!sis" The a!ove ta!le clear indicates that 8$ of respondents rated as salesperson are

friendly and helpful and @ of respondents rated as salesperson are not friendly and

helpful.

I$terretatio$" &ost of respondents rated the salespersons are friendly and helpful

!ecause salespersons voluntarily come forward to help the customers and they provide

clear information a!out the product.

Gra)(>.+.+" Attitue To*ars Saleserso$s

Stud! o" #ustomer Satis"a$tion "or %ro&ision Store ' Su(ermar)ets Page @(


85/112

Ta2le(>.+.+" Oi$io$ O$ Deli&er! O' Proucts

Particulars No o' Reso$e$ts Perce$tageMes @ );

Ao 6 ('

A$al!sis" It can !e analy+ed from the a!ove ta!le that ); of respondents has rated as

supermarket delivers the product on time and (' of respondents has rated supermarket

does not delivers the product on time.

I$terretatio$" 1rom the a!ove analysis it is interpreted from respondents that only fewrespondents rated as supermarket delivers the product on time in right =uantity and =uality

when ordered !y phone#mail and (' of respondents rated as supermarkets delay in

delivering the product on time in right =uantity and =uality when ordered !y phone#mail.

Gra)(>.+.+" Oi$io$ O$ Deli&er! O' Proucts

Stud! o" #ustomer Satis"a$tion "or %ro&ision Store ' Su(ermar)ets Page @)


86/112

Ta2le(>.+.," Source O' I$'or#atio$

Particulars No o' Reso$e$ts Perce$tageSalesperson '@ ;6

9catalogue of supermarket 79 $9

5ny other method $ (

Total @ +B

A$al!sis" The data in the a!ove ta!le shows that ;6 of respondents rated salesperson

$9 of respondents rated catalogue of supermarket and ( of respondent rated any other

method.

I$terretatio$" There is clear indication that the source of information in supermarket is

provided through the salesperson is ;6 who are friendly and helpful and other source of

information in supermarket is provided through the catalogue of supermarket is only $9

Gra)(>.+.," Source o' I$'or#atio$



87/112

Ta2le(>.+.,+" Moe O' Pa!#e$t

Particulars No o' Reso$e$ts Perce$tageCash (9 68

Credit card 7@ '7

Che=ue 0 0

De!it card 0 0

A$al!sis" 1rom the a!ove ta!le it is clear that 68 of respondents rated cash and '7 of

respondents rated credit card.

I$terretatio$" 1rom the analysis it is interpreted that most of respondents makes the

payment !y cash as they feel more comforta!le and only few respondents makes the

payment !y credit card.

Gra)(>.+.,+" Moe O' Pa!#e$t

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88/112

Ta2le(>.+.,," Satis'actio$ O$ Le&el O' Moe O' Pa!#e$t

Particulars No o' Reso$e$ts Perce$tageB*cellent ( @

Oood (9 @9

5verage 6 7$

1air 0 0

Poor 0 0

Total @ +B

ANALYSIS" It can !e analy+ed from the a!ove ta!le that @ of respondents rated

Documents

Store & Supermarket Project