customer satisfaction level of triveni...

Customer Satisfaction Level of Triveni Supermarket

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6.1 Variables selected for the study of customer satisfaction survey. 6.2 Assessment of the Level of Customer Satisfaction of Triveni

Supermarket on the basis of elected retail related variables 6.3 Level of Customer Satisfaction in Triveni Supermarkets – Based on

Retail Factor analysis

Customer satisfaction is the core aspect behind the success of any firm.

Assessing and evaluating the level of customer satisfaction will certainly point

to the strengths and weaknesses of a firm. It will help to understand the place

where it stands and can frame concrete plans for ensuring success in future.

Marketing firms must satisfy customers by understanding their needs and

expectations by assessing the satisfaction level of their customers at frequent

intervals (Philip Kotler & Armstrong . 2002). While doing this, a retailing

firm may assign due importance to products and services as retailing is an

amalgam of products and services. Here, it is attempted to assess the

customer satisfaction level of Triveni supermarkets with six factor variables

by using twenty retail variables based on confirmatory factor analysis

procedure with the scores obtained through a customer satisfaction survey by

using five point Likert scale. When the variables are presented in the

instrument under the head ‘factors’, we use confirmatory factor analysis as

there is no necessity to use exploratory factor analysis as data reduction

technique (Andey Field -2005)2. Confirmatory factor analysis requires a

priori specification of the number of factors, their composition, and

Con

tent

s

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covariation. In this type of analysis, four steps are accepted, step one: select

variables and specify a priori factor structure, step two: relate variables to

constructs, step three: test fit of hypothesized factor structure with data, and

fourthly accept or reject hypothesized results. Accordingly, to assess the

level of customer satisfaction of Triveni customers, twenty variables in

different dimensions are selected. Mean scores of retail related variables and

their standard deviations are drawn to assess the mean difference for

identifying individual variables that provide maximum and least satisfaction

to respondents. But, mainly, factor variables are used in the study for

assessing the level of customer satisfaction of Triveni customers. To assess

satisfaction level at factor levels, six priori factors are fixed and factor level

mean scores are drawn. Factor level means are the sum of mean scores of all

the variables being included in specific factors. Three way ANOVA

(Analysis of Variance), the appropriate statistical test is used in the study to

test hypotheses and identify mean differences between regions, residential

area and income level of customers with respect to the responses of

respondents. This helped to identify whether a significant variation exists in

the level of customer satisfaction among regions, residential areas and

income levels of customers of Triveni Supermarkets.

6.1 Variables selected for the study of customer satisfaction survey

To assess the level of customer satisfaction of Triveni Supermarkets,

twenty retail variables are used under six factor variables in the study. Six

variables given below in bold letters are factor variables and the variables

given under each factor variables are retail related variables. The level of

customer satisfaction of Triveni Supermarkets is assessed by using these six

retail factor variables.


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A. Quality and Attractiveness of Goods

1) Quality of food and grocery

2) Quality of convenience goods.

3) Attractive display

4) Arrangement of goods

5) Freshness of goods

6) Package of goods

B. Assortment of goods

1) Range of provisions and groceries

2) Range of personal and home care items

C. Service and staff dedication

1) Responsiveness to customers

2) Salesmanship and dedication of employees

D. Price of goods.

1) Price of food and groceries

2) Price of personal and home care items

3) Price of other convenience goods

E. Promotion and customer education.

1) Advertisement about goods and services available

2) List of goods and their price.

3) Discount, subsidy, premium offer, etc

F. Cleanliness and Infrastructure.

1) Cleanliness in the showroom.

2) Space layout in the store.

3) Billing speed, delivery, etc.

4) Parking facilities.

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6.1.1 Scale used to measure the level of customer satisfaction.

Five point Likert scale is used in the study to measure the responses of

respondents to assess the level of customer satisfaction of Triveni

Supermarkets. Likert scaling is the most commonly used scales among the

market researchers to assess psychographic variables (Hair Jr. 2004)3. Selected

customers were asked to choose their level of satisfaction with regard to the

variables given as confirmatory factors. Rate 5 is meant for highly satisfied

level, Rate 4 is for satisfied level, 3 for moderate level of satisfaction, 2 for

dissatisfied and 1 for highly dissatisfied level.

6.2 Assessment of the Level of Customer Satisfaction of Triveni Supermarkets - on the basis of selected retail variables. To assess the level of customer satisfaction of Triveni customers on

selected variables separately, mean scores (cumulative averages) of the

responses of the respondents are used. This helped to assess and analyze

the level of customer satisfaction on all the selected 20 variables separately.

A moderate level of satisfaction is available in the mid- point of the scale,

i,e 3 and this may be taken as a norm. Based on this, Variables which are

scored mean value above 4 depicts a high level of customer satisfaction,

mean value above 3 and up to 4 shows satisfied level, mean value above 2

and up to 3 shows moderate satisfaction level, above 1 and up 2 shows

dissatisfied level and mean value below 1 shows highly dissatisfied level.

In the case of factors variables, factor mean divided by number of

variables included in the respective factors are considered for assessing

the satisfaction level those who use Triveni Supermarkets.


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Norm for assessing the level of customer satisfaction

Mean value Satisfaction Level

Above 4 -------- Highly satisfied

Greater than 3 and up to 4 -------- Satisfied

Greater than 2 and up to 3 -------- Moderate

Greater than 1 and up to 2 -------- Dissatisfied

Up to 1 -------- Highly dissatisfied

The cumulative mean scores of the responses collected from 432

respondents on twenty variables are tabulated and detailed below. This will be

highly helpful to understand the level of customer satisfaction of Triveni

Supermarkets and is directed specifically at product or service attributes. Both

rational and emotional elements are included in the selection of variables and

assessing customer satisfaction is considered a dynamic measure, which will

help to re-fix the brands offered for sale, the quality and price of products,

service quality, etc.

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Table 6.1. Level of Customer Satisfaction on Selected Variables of Triveni Supermarkets

Variables and factors considered for assessing the level of customer

satisfaction of Triveni Supermarkets.

Mean scores of variables

Std. Deviation

Comparative mean of the

factors A. Quality and Attractiveness of Goods (factor 1) Quality of food and groceries 4.26 0.49 Quality of convenience goods 4.32 0.50 Attractive display 4.33 0.55 Arrangement of goods 4.50 0.53 Freshness of goods 4.29 0.57 Package of goods 4.27 0.56

4.33

B. Assortment of Goods (factor 2) Range of provisions and groceries 3.64 1.04 Range personal and home care items 3.59 1.03

3.62

C. Service & Staff Dedication(factor 3) Responsiveness to customers 3.29 1.13 Staff dedication 3.73 1.07

3.51

D. Price of Goods (factor 4) Price of food and grocery 4.66 0.51 Price of personal and home care items 4.71 0.47 Price of other convenience goods 4.73 0.47

4.70

E. Promotion & Customer Education (factor 5) Advertisement about goods and service 2.86 1.14 List of goods and price information 3.30 1.09 Customer awareness programmes on discount, offers etc

2.67 1.17

2.94

F. Cleanliness & Infrastructure (factor 6) Cleanliness in the store 4.10 0.61 Space layout 4.48 0.58 Support facilities-billing speed , delivery, etc 4.13 0.58 Parking facilities 3.93 0.77

4.16

Source: Primary data


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Table 6.1 shows the mean score obtained and standard deviation of

selected retail variables for the assessment of the satisfaction level of

customers of Triveni Stores. Variables given in bold letters in the above table

are Confirmatory Retail Factors, which are used to determine the level of

satisfaction of Triveni customers. Before proceeding to the level of customer

satisfaction on factor level, the scores of individual variables are considered

for assessing the variable level customer satisfaction. As per the above table,

among the retail variables studied, ‘Price of other convenience goods’ has got

the highest mean score (4.73) shows the highest level of consumer satisfaction.

It is followed by the variable ‘Price of personal and home care items’ (4.71)

and the third highest score obtained is in favour of ‘Price of food and grocery’

(4.66). It shows the consumers of Triveni Supermarkets are highly satisfied

with the price charged on goods dealt by them. This also reveals that they

supply goods at reasonable prices to the customers. The mean value of retail

variable ‘Arrangement of goods’ (4.50) was high and so it is inferred that

customers are highly satisfied with the arrangement or suitability of goods

placed on the racks which eased self service. Arrangement of goods suitable

for self service is one of the basic requisites for supermarkets.

Variables ‘Space lay out in the store’ also has a high mean score (4.48)

shows that customers are highly satisfied with the passage space between

racks in the store, the arrangement of bill counters, the arrangement of racks,

etc in Triveni Supermarkets. Retail variables such as ‘Attractive display’

(4.33), ‘Quality of other convenience goods’ (4.32), ‘Freshness of goods’

(4.29), ‘Package’ (4.27), Quality of food and grocery’(4.26), ‘Support

facilities’(4.13), and ‘Cleanliness in the store’ (4.10) have also got mean value

above 4, and shows the customers are satisfied at highest level

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In the case of retail variables ‘Parking facilities’ (3.93), ‘Staff dedication’

(3.73), ‘Range of provisions and groceries’ (3.64) and ‘Range of cleaning and

toiletries’ (3.59), List of goods and Price information’ (3.30), ‘Responsiveness to

customers’(3.29), customers of Triveni supermarkets are found to be satisfied.

Customers have only moderate satisfaction on ‘Customer awareness

programmes on discount, offers, etc’ (2.67) and ‘Advertisement about goods and

services’ (2.86) as their mean scores range in the moderate level. ‘Customer

awareness programmes on discount, offers, etc’ and ‘Advertisement about goods

and services’ have the least mean scores indicating the ineffectiveness of

Triveni Supermarkets in creating awareness about the goods and services they

offer and the quantum of subsidy and discount offered. Therefore, they have to

think seriously about methods and means of creating awareness among the

public about the products that they deal with and the price they charge for the

products. Similarly, the employee responsiveness to the customers is seem to

be very poor. Triveni Supermarkets must depict list of goods that they offer

with the prices at visible places.

6.3 Level of Customer Satisfaction in Triveni Supermarkets – Based on Retail Factor Analysis. Factor Analysis Method (confirmatory) is resorted to categorize twenty

retail variables in to six groups for meaningful analysis. The level of customer

satisfaction of Triveni stores on the basis of factor variables are assessed by the

mean scores of factors (cumulative means scores of variables included in the

factor variables). Factor 1 contains six variables; factor 2 and 3 contains two

variables each. Factor 4 and 5 include three variables each and factor 6 contains

four variables (given in table 6.1). The number of variable included in the factor,

mean scores of factor variables (sum of mean scores of variables included in the

factor), standard deviation, t-values and probability level are drawn for analysis.


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One sample t-test is used to test whether the observed mean of the factor variables

are significantly different from the standard values. Therefore, standard value is

the central value of the instrument needed for measuring the level of satisfaction

of consumers of Triveni supermarkets. Considering the number of variables

included in the factor variables, the standard values (Central value of the scale X

number of variables included in the factor) were; Quality and Attractiveness of

goods = 18, Assortment of goods=6, Service &staff dedication=6, Price of

Goods=9, Promotion &customer education =9 and Cleanliness &infrastructure =12.

Following hypotheses are validated in this respect.

Hypothesis 1

1. H0: There is no difference between observed mean of factor variable

‘Quality and attractiveness of Goods’ from 18.

H1: There is difference between observed mean of factor variable

‘Quality and attractiveness of Goods’ from 18.

2. H0: There is no difference between observed mean of factor variables

‘Assortment of Goods’ and ‘Service and Staff Dedication’ from 6.

H1: There is difference between observed mean of factor variables

‘Assortment of Goods’ and ‘Staff Dedication’ from 6.

3. H0: There is no difference between observed mean of factor variables

‘Price of Goods’ and Promotion and Customer Education’ from 9.

H1: There is difference between observed mean of factor variables

‘Price of Goods’ and ‘Promotion and Customer Education’ from 9.

4. H0: There is no difference between observed mean of factor variable

‘Cleanliness and infrastructure’ from 12.

H1: There is difference between observed mean of factor variable

‘Cleanliness and Infrastructure’ from 12.

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Table 6.2. Retail Factor Analysis: Level of Customer Satisfaction of Triveni Supermarkets at Retail Factor Level Variables.

Retail Factors

No.

of v

aria

ble

in th

e fa

ctor

Stan

dard

val

ue

(mod

erat

e le

vel)

Mea

n sc

ores

of

fact

or v

aria

bles

Std.

dev

iatio

n

t-va

lues

Sig.

(2

taile

d)

Quality and Attractiveness of Goods

6 18 25.986 2.163 76.712 .000

Assortment of Goods 2 6 7.238 1.902 13.408 .000

Service & Staff Dedication 2 6 7.025 1.899 11.222 .000

Price of Goods 3 9 14.109 1.312 80.934 .000

Promotion & Customer Education

3 9 8.842 2.809 -1.165 .245

Cleanliness & Infrastructure

4 12 16.662 1.714 56.523 .000


Table 6.2 depicts the mean scores of retail factors, which shows the

customer satisfaction level of Triveni Supermarkets. Satisfaction level

regarding the factor ‘Quality and Attractiveness of Goods’, the mean score is

25.986 and std. deviation is 2.163. The result of one sample t-test shows a

significant difference between the observed mean and the standard mean (t-test

value= 76.712 with p= 0.000 < 0.05) and the null hypothesis is rejected.

Considering the mean value of the factor variable (cumulative mean value of

the six variables included in the factor), it seems that the customers of Triveni

Stores are highly satisfied with respect to the factor variable ‘Quality and

Attractiveness of goods’. Among the retail variables included in this factor

(Quality and Attractiveness of Goods), the variable ‘Arrangement of goods’

has more mean value (4.50 as per table 6.1). This shows that customers are


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highly satisfied with the arrangement of goods in Triveni Stores, because the

arrangements help them for self service as well as to choose products easily.

Regarding the factor ‘Assortment of Goods’, the mean score is 7.258

(cumulative mean score of 2 variables) and standard deviation is 1.90, which is

above the moderate level of satisfaction and found to be satisfied. One sample

t-test value 13.408 with p= 0.000 <0.05 shows a significant difference between

the observed mean and the standard mean. Therefore, the null hypothesis is

rejected. Observing the mean value of the factor variable (7.238), it has been

found that the selected customers are satisfied with respect to the ‘Assortment

and Availability of Goods’ in the Triveni stores.

The mean value of factor variable ‘Service and Staff Dedication’ is

7.025 (cumulative mean score of 2 variables) and std. deviation is 1.899 and

the p value is 0.000. Here also the one sample t-test (value 11.222) shows a

significant difference between observed mean and tested mean. Considering

the observed mean 7.025 (greater than 6), it seems that customers of Triveni

stores are satisfied with respect to the factor variable ‘Service and Staff

dedication’. The null hypothesis is found to be rejected since the sig. level

(0.000) is less than 0.05. Among the variables included in the factor, the

variable ‘Staff responsiveness (3.29)’ has comparatively a low mean score

means customers are not highly satisfied with the service rendered by the staff

in Triveni Stores. Therefore, the service provided by the staff should be

improved by Triveni Supermarkets.

The mean value of the factor variable ‘Price of Goods’ is 14.109,

(cumulative mean score of 3 variables) the standard deviation is 1.31 and the p

value is .000. The result of one sample t-test (value 80.934) shows significant

difference exists in this regard (p=0.000 <0.05). The null hypothesis is seen

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to be rejected in this case also. It is very important to note that the factor

‘Price of Goods’ obtained the highest average mean score while considering

all other factors. Therefore, it is inferred that customers are highly satisfied

with the ‘pricing method’ of Triveni Stores.

With regard to factor ‘Promotion and Customer Education’, the mean

value is 8.842 (cumulative mean of 3 variables) and the std. deviation is 2.809.

One sample t-test value is-1.165 and the p value is 0.245, which does not show

any significant difference between observed mean and tested mean (Sig. level is

more than 0.05). Considering that the observed mean is 8.842 (less than 9) and

that the null hypothesis is accepted. It seems that consumers of Triveni Stores

are moderately satisfied with respect to the factor ‘Promotion and Customer

Education’. The mean score obtained for this factor variable is at a level below

the moderate value, means that Triveni stores could not satisfy their customers in

this respect. This points to the ineffectiveness in attracting customers by educating

them about the products and services and persuading them to the stores.

Therefore, they have to improve their promotion and customer education

programme to improve public understanding about their products and services.

The mean value of the factor variable ‘Cleanliness and Infrastructure’

is 16.662 (cumulative mean of 4 variables), std. deviation is 1.714.The result

of one sample t-test shows t-value as 56.523 (p= 0.000<0.05) and so, it is seen

that a significant difference exists between the observed mean and tested mean.

Here, the null hypothesis is rejected at 5 per cent level of significance. As the

mean value 16.668 (greater than 12), it seems that, the customers of Triveni

Stores are highly satisfied with respect to the four variables included in the

factor ‘Cleanliness and Infrastructure’. Therefore, it is concluded that the

staff maintain the stores in good condition with respect to the space layout,

billing facilities, delivery services and parking arrangements.


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Table 6.2.1 Comparative Level of Customer Satisfaction of Triveni Supermarkets at Factor Variable Level

Retail Factors

Mea

n Sc

ores

of

Fact

or V

aria

bles

No.

of v

aria

bles

in

the

fact

ors

Com

para

tive

Mea

n Sc

ores

of

Fact

or V

aria

bles

Ran

k

Satis

fact

ion

leve

l

Quality and Attractiveness of Goods

25.986 6 4.331 2 Highly Satisfied

Assortment of Goods 7.238 2 3.619 4 Satisfied Service & Staff Dedication 7.025 2 3.512 5 Satisfied Price of Goods 14.109 3 4.703 1 Highly

satisfied Promotion & Customer Education

8.842 3 2.947 6 Moderately satisfied

Cleanliness & Infrastructure 16.662 4 4.165 3 Highly Satisfied

Total Satisfaction Level 79.892 20 3. 991 - Satisfied Source: Primary data

While comparing all the six retail factors, customers are highly satisfied

with factor ‘Price of Goods’ (average score 4.70), followed by “Quality and

Attractiveness of Goods’ (average score 4.33), ‘Cleanliness and Infrastructure’

(4.16). In the case of factors ‘Assortment of Goods’ (3.62), ‘Service and Staff

Dedication’ (3.51), customers found satisfied. Customers found to be moderately

satisfied with the factor ‘Promotion and Customer Education’ (2.94). Considering

all factor variables together, the customers of Triveni Supermarkets are at a

satisfied level (3.991). Considering the weighted average mean scores obtained

for the six factor variables as per the table 6.2.1, ‘Price of Goods’ is far ahead of

other factors, shows the best pricing method they follow. However, ‘Quality and

Attractiveness of Goods’ and ‘Cleanliness and Infrastructure of Triveni

Supermarkets’ are also highly accepted by their customers.

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6.3.1 Assessment of Variation in the Level of Customer Satisfaction of Triveni Stores among Regions, Areas and Income Levels.

Triveni Supermarkets function at more than 200 centers in the state

including urban, semi-urban and rural areas. People with different income

levels are the customers of these outlets. As the perception levels of customers

vary, there is high probability of difference in the level of their satisfaction. It

is assumed that the level of customer satisfaction on selected retail factors has

significant difference among regions, residential areas and income levels of

customers of Triveni stores.

To assess whether the level of customer satisfaction is significantly

varied among the central, southern and northern regions, residential areas and

income levels of customers, three way ANOVA (F-test) was carried out.

‘Three way ANOVA (Analysis of Variance) is the most appropriate technique

when dealing with three independent variables and continuous dependent

variables’ (Hair Jr.2004)4.

6.3.1.1 Assessment of Variation in the Level of Customer Satisfaction of Factor Variable ‘Quality and Attractiveness of Goods’ Among Regions, Residential Areas and Income Levels of Customers of Triveni stores.

To assess whether there exists a significant difference among the

regions, residential areas and income levels of customers of Triveni Stores

with respect to the satisfaction level of customers in the factor ‘Quality and

Attractiveness of goods’, the means calculated for the factor are used. For this

purpose, the means of three regions, three areas and five levels of income

groups have been ascertained and three way ANOVA test is used with Post

Hoc option.


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Following hypotheses were framed in this respect.

Hypothesis II

1. H0: There is no difference in the level of satisfaction related to

Quality and Attractiveness of Goods among regions.

H1: There is difference in the level of satisfaction related to Quality

and Attractiveness of Goods among regions.


Quality and Attractiveness of Goods among areas.


and Attractiveness of Goods among areas.


Quality and Attractiveness of Goods among income groups.


and Attractiveness of Goods among income groups.

Table 6.3 Estimated Regional Means: QUALITY AND ATTRACTIVENESS OF GOODS

95% Confidence Interval Region of customer Mean Std. Error Lower Bound Upper Bound

Central 26.100 .227 25.654 26.545 Southern 25.418 .236 24.955 25.882 Northern 26.793 .243 26.315 27.271


Table 6.4 Estimated Area wise Means : QUALITY AND ATTRACTIVENESS OF GOODS

95% Confidence Interval Res. area of customers Mean Std. Error

Lower Bound Upper Bound Urban 26.205 .234 25.745 26.665

Semi-urban 25.961 .239 25.491 26.430 Rural 26.146 .233 25.688 26.603


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Table 6.5. Estimated Means of Income Groups: QUALITY AND ATTRACTIVENESS OF GOODS

95% Confidence Interval Monthly income of customers Mean Std. Error

Lower Bound Upper Bound less than 5000 26.630 .798 25.061 28.200 5000-10000 26.349 .288 25.783 26.915 10000-20000 26.033 .164 25.711 26.356 20000-30000 25.901 .172 25.563 26.239 Above 30000 25.605 .294 25.027 26.183

Source: Primary Data

Table 6.6. Three way ANOVA for factor variable ‘Quality and Attractiveness of Goods’

Tests of Between-Subjects Effects Source Type I Sum of Squares df Mean Square F Sig. Region 122.764 2 61.382 13.858 .000 Area 2.909 2 1.455 .328 .720

Monthly income 18.570 4 4.642 1.048 .382 Error 1873.674 423 4.429 Total 293738.000 432


Table 6.7 Post Hoc Test-Regions of customers of Triveni supermarkets

Multiple Comparisons QUALITY AND ATTRACTIVENESS OF GOODS LSD

95% Confidence Interval (I) Region of customer

(J) Region of

customer

Mean Difference

(I-J)

Std. Error Sig.

Lower Bound Upper Bound

Southern .6319* .24803 .011 .1444 1.1195 Central Northern -.6736* .24803 .007 -1.1611 -.1861 Central -.6319* .24803 .011 -1.1195 -.1444 Southern Northern -1.3056* .24803 .000 -1.7931 -.8180 Central .6736* .24803 .007 .1861 1.1611 Northern Southern 1.3056* .24803 .000 .8180 1.7931

Based on observed means. The error term is Mean Square (Error) = 4.429. *. The mean difference is significant at the .05 level. Source: Primary data.


333

Considering the means of the factor ‘Quality of Attractiveness of

Goods’, (table 6.3) it is observed that the mean scores of the northern region

(26.793) is higher than those of other two regions and there exists a significant

difference in the mean scores among three regions. The table of ANOVA

(table 6.6) reveals that the region wise variation in the mean scores of factor-

‘Quality and Attractiveness of Goods’ is significant at 5 per cent level of

significance. Region wise, F = 13.858, df 2, 423, P=.000 which is less than

0.05 indicates that there is significant difference exists among the three

selected regions of Kerala; i.e, the central, the southern and the northern

regions and so, the null hypothesis for the region stands rejected. The Post

Hoc Test substantiates the results and there exists significant variations

between the central and the southern (P < .05), the central and the northern (P

< .05) and the southern and the northern (P < .05) regions. For this reason we

are led to believe that the customers of the northern region seem to have more

satisfaction on factor- ‘Quality and Attractiveness of Goods’ of Triveni

Supermarkets than those of the other two regions.

In the case of residential area as per the above ANOVA Table, F=.328

with df 2, 423, P=.720>.05 shows that no significant difference exists in mean

values of the factor variable ‘Quality and Attractiveness of Goods’ among

urban, semi-urban and rural areas. The null hypothesis for the area is

accepted here.

Similarly, considering the mean values of income levels of customers of

Triveni stores ANOVA gives the value, F=1.048 with df 4, 423, P=.382>.05, it

has been inferred that no significant variation exists in the mean values of the

factor variable, ‘Quality and Attractiveness of Goods’ among various income

levels of the customers of Triveni Supermarkets and so the null hypothesis

for income is accepted.

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6.3.1.2 Assessment of Variation in the Level of Customer Satisfaction of Factor Variable ‘Assortment of Goods’ Among Regions, Residential Areas and Income Level of Customers of Triveni Stores.

It has been observed that mean value of the retail satisfaction factor

‘Assortment of Goods’ differ among regions, area and income groups. Three

way ANOVA with Post-hoc option is used here to know the differences are

statistically significant or not among regions, areas and income levels of

customers of Triveni Stores.

Following hypotheses are framed in this respect.

Hypothesis III

1. H0: There is no difference in the level of satisfaction related to Assortment of Goods among regions.

H1: There is difference in the level of satisfaction related to Assortment of Goods among regions.

2. H0: There is no difference in the level of satisfaction related to Assortment of Goods among areas.

H1: There is difference in the level of satisfaction related to Assortment of Goods among areas.

3. H0: There is no difference in the level of satisfaction related to Assortment of Goods among income groups.

H1: There is difference in the level of satisfaction related to Assortment of Goods among income groups.

Table 6.8. Estimated Regional Means of –‘Assortment of Goods’

95% Confidence Interval Region of customer Mean Std. Error

Lower Bound Upper Bound Central 6.502 .189 6.132 6.873 Southern 8.350 .196 7.964 8.736 Northern 7.270 .203 6.872 7.668



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Table 6.9. Estimated Means on the basis of Residential Area of customers

Dependent Variable: ASSORTMENT OF GOODS

95% Confidence Interval Resi. area of customers Mean Std. Error

Lower Bound Upper Bound Urban 7.307 .195 6.924 7.690 Semi-urban 7.775 .199 7.384 8.166 Rural 7.041 .194 6.659 7.422


Table 6.10 Estimated Means on the basis of monthly income of customers

Dependent Variable: ASSORTMENT OF GOODS 95% Confidence Interval Income levels of

customers Mean Std. Error Lower Bound Upper Bound

less than 5000 7.777 .665 6.470 9.084 5000-10000 7.271 .240 6.799 7.742 10000-20000 7.104 .137 6.835 7.372 20000-30000 7.281 .143 7.000 7.562 Above 30000 7.438 .245 6.957 7.920


Table 6.11 Three way ANOVA- for factor variable ‘Assortment of Goods’

Tests of Between-Subjects Effects

Source Type I Sum of Squares Df Mean

Square F Sig.

Region 241.477 2 120.738 39.308 .000 Resi. Area 40.350 2 20.175 6.568 .002 Monthly income 7.325 4 1.831 .596 .666 Error 1299.289 423 3.072 Total 24223.000 432 Corrected Total 1588.442 431

a. R Squared = .182 (Adjusted R Squared = .167)


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Table 6.12. Post Hoc Test-Region of Customers

Multiple Comparisons ASSORMENT OF GOODS LSD

95% Confidence Interval (I) Region

of customer (J) Region

of customer Mean Difference

(I-J) Std.

Error Sig.Lower Bound

Upper Bound

Southern -1.8194* .20655 .000 -2.2254 -1.4135 Central Northern -.7292* .20655 .000 -1.1352 -.3232 Central 1.8194* .20655 .000 1.4135 2.2254 Southern

Northern 1.0903* .20655 .000 .6843 1.4963 Central .7292* .20655 .000 .3232 1.1352 Northern

Southern -1.0903* .20655 .000 -1.4963 -.6843 Based on observed means. The error term is Mean Square (Error) = 3.072. *. The mean difference is significant at the .05 level. Source: Primary data

Table 6.13. Post Hoc Test: Area of Customers

Multiple Comparisons ASSORTMENT OF GOODS LSD

95% Confidence Interval (I) Area of customers

(J) Area of customer

Mean Difference (I-J) Std. Error Sig.

Lower Bound

Upper Bound

Semi-urban -.4653* .20655 .025 -.8713 -.0593 Urban Rural .2917 .20655 .159 -.1143 .6977 Urban .4653* .20655 .025 .0593 .8713 Semi-urban Rural .7569* .20655 .000 .3510 1.1629 Urban -.2917 .20655 .159 -.6977 .1143 Rural

Semi-urban -.7569* .20655 .000 -1.1629 -.3510 Based on observed means. The error term is Mean Square (Error) = 3.072. *. The mean difference is significant at the .05 level. Source: Primary data

Considering the means, (Table 6.8) it is observed that the mean score of

southern region (8.350) is higher than that of the other two regions and there


337

exists a significant difference in the mean scores among three regions. The table

of ANOVA reveals that region wise and area wise variation in the mean scores of

factor-Assortment of Goods on consumer satisfaction level of Triveni stores is

significant at 5 percent level of significance. Region wise, F =39.308, with

df 2, 423, P=0.000 <0.05 indicates that there is significant difference among

the selected three regions of Kerala and so the null hypothesis is rejected.

Comparing the mean score, (Table 6.9) it is observed that the difference

between rural, urban and semi-urban areas is significant. The mean score of

semi- urban areas seems higher than that of other areas of residence. The

ANOVA table shows residential area wise, F = 6.568, with df 2, 423, P=.002

(P < .05) and it indicates that there exists a significant difference among the

urban, semi-urban and rural areas. Hence, null hypothesis is rejected.

The variation of marginal means in the case of income levels of

customers is not significant as the, F value as per ANOVA is .596 and

p=.666>.05 (as per Table 6.11). However, the null hypothesis is accepted.

The Post Hoc Test (table 6.12) substantiates the result that there exists a

significant variation between the central and the southern regions, the central

and the northern region and the southern and the northern regions (P < .05).

The result of Post Hoc Test (Table 6.13) gives out that there exists a

significant variation between urban and semi-urban areas (P < .05) and semi-

urban and rural areas (P < .05). However, the variation between rural and

urban areas is not significant (P>.05).

It is inferred that the satisfaction level of factor –Assortment of Goods of

customers of Triveni stores of southern region is seen to be more than that of

the customers of the central and the northern regions. Since the mean scores of

semi- urban areas (7.775) is higher than that of urban areas (7.307) and rural

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338

areas (7.041), the level of customer satisfaction on factor-Assortment of Goods

is more in semi-urban areas compared to urban and rural areas.

This shows that the assortment goods in the southern region and semi-urban

areas is comparatively better than that of other regions and areas. The central region

is found to be far behind in the assortment of goods as per the responses of

respondents. This may be because the central customers having more awareness

about products. Rural people also reported that the size of assortment is inadequate

in the stores. The major reason may be the smallness of stores in rural areas.

6.3.1.3 Assessment of Variation in the Level of Customer Satisfaction of Factor Variable ‘Service and Staff dedication’ Among Regions, Residential Areas and Income Levels of Customers of Triveni Stores.

It may be assumed that there exist some differences in the mean scores

of retail satisfaction factor ‘Service and Staff Dedication’ among regions,

residential areas and income levels of customers of Triveni Stores. To evaluate

whether these variations are significantly different among three regions, areas

and five income groups, three way ANOVA is used with Post Hoc option. The

following hypotheses were framed and validated in this respect.

Hypothesis IV


Service and Staff Dedication among regions.

H1: There is difference in the level of satisfaction related to Service

and Staff Dedication among regions.


Service and Staff Dedication among areas.


and Staff Dedication among areas.


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Service and Staff Dedication among income groups.


and Staff Dedication among income groups.

Table 6.14. Estimated Means- Region of Customers

Dependent Variable : SERVICE AND STAFF DEDICATION 95% Confidence Interval Region of

customer Mean Std. Error Lower Bound Upper Bound



Table 6.15. Estimated Means - Residential Areas of Customers

Dependent Variable: SERVICE AND STAFF DEDICATION 95% Confidence Interval Areas of


Urban 6.920 .192 6.543 7.297 Semi-urban 7.213 .196 6.828 7.597 Rural 6.496 .191 6.120 6.871


Table 6.16. Estimated means of income groups of customers of Triveni stores.

Dependent Variable: SERVICE AND STAFF DEDICATION 95% Confidence Interval Income level of

customer (monthly) Mean Std. ErrorLower Bound Upper Bound

less than 5000 6.317 .654 5.031 7.603 5000-10000 6.828 .236 6.364 7.292 10000-20000 7.078 .135 6.814 7.342 20000-30000 7.043 .141 6.766 7.320 Above 30000 7.114 .241 6.640 7.588


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340

Table 6.17 Three way ANOVA for factor variable ‘Service and Staff Dedication’

Tests of Between-Subjects Effects Source Type I Sum of Squares Df Mean Square F Sig. Region 252.921 2 126.461 42.497 .000 Area 36.600 2 18.300 6.150 .002 Monthly income 6.454 4 1.613 .542 .705 Error 1258.745 423 2.976 Total 22877.000 432 a. R Squared = .190 (Adjusted R Squared = .175)


Table 6.18. Post Hoc Test for Region of Customers: Factor Variable ‘SERVICE AND STAFF DEDICATION’

Multiple Comparisons LSD

95% Confidence Interval (I) Regions

of customer

(J) Region of

customer

Mean Difference

(I-J) Std. Error Sig.

Lower Bound

Upper Bound

Southern -.4931* .20330 .016 -.8927 -.0935 Central Northern -1.8125* .20330 .000 -2.2121 -1.4129 Central .4931* .20330 .016 .0935 .8927 Southern Northern -1.3194* .20330 .000 -1.7190 -.9198 Central 1.8125* .20330 .000 1.4129 2.2121 Northern Southern 1.3194* .20330 .000 .9198 1.7190

Based on observed means. The error term is Mean Square (Error) = 2.976.

*. The mean difference is significant at the .05 level. Source: Primary data


341

Table 6.19 Post Hoc Test for Residential Area of Customers of Triveni stores: Factor Variable ‘Service and Staff Dedication’

Multiple Comparisons LSD 95% Confidence

Interval (I) Areas of customers

(J) Areas of customers

Mean Difference

(I-J)

Std. Error Sig.

Lower Bound

Upper Bound

Semi-urban -.2569 .20330 .207 -.6565 .1427 Urban Rural .4306* .20330 .035 .0310 .8302 Urban .2569 .20330 .207 -.1427 .6565 Semi-urban Rural .6875* .20330 .001 .2879 1.0871 Urban -.4306* .20330 .035 -.8302 -.0310 Rural Semi-urban -.6875* .20330 .001 -1.0871 -.2879

Based on observed means. The error term is Mean Square(Error) = 2.976. *. The mean difference is significant at the .05 level. Source: Primary data

Evaluating the means, (Tables 6.14) it is found that mean scores of the

northern region (7.903) is more than that of other two regions and there exists

a significant difference in the mean scores among the three regions. The

ANOVA (table 6.17) reveals that region wise and area wise variation in the

mean scores of factor-‘Service and Staff Attitude’ is significant at 5 percent

level of significance. Region wise, F =42.49 with df 2,423, P=.000 < .05

shows that there is significant difference among the three regions, i.e the

central, the southern and the northern. In this case, the null hypothesis

framed for region is rejected.

Considering the mean scores obtained for residential areas for assessing

the satisfaction level of customers of Triveni outlets on factor ‘Service and

Staff Attitude’ (table 6.15), it is observed that the mean score of semi-urban is

(7.213) found to be higher than the mean scores of other two areas and so it is

clear that there exists a significant difference in the satisfaction level among areas.

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342

Residential area wise, F=6.150, with df 2, 423, P=.002 < .05 (table 6.17) and

the null hypothesis for area is found rejected. This indicates that there exists

significant difference in the level of customer satisfaction among urban, semi-

urban and rural areas.

The Post Hoc Test substantiates the results by pointing out the existence

of significant difference between the central and the southern, the central and

the northern and the southern and the northern (P < .05) regions. For this

reason we are compelled to believe that the level of customer satisfaction on

retail factor- ‘Service and Staff Attitude’ of Triveni supermarkets is higher in

the northern region than in the other two regions.

The result of Post Hoc Test on area reveals that there has been significant

difference between urban and rural (P < .05) and semi-urban and rural (P < .0).

But variation between urban and semi urban is not significant (P > .05). This

means that the level of customer satisfaction on factor variable ‘Service and

Staff Attitude’ is higher in semi-urban areas (7.213) than in urban (6.920) and

rural areas (6.496).

Regarding the mean variations between the income levels of

customers, the F value as per table 6.17 is 0.542 (P>.05) and so the null

hypothesis is accepted as there is no difference among the levels of

satisfaction related to factor variable ‘Service and Staff Dedication’

among income groups.

6.3.1.4 Assessment of Variation in the Level of Customer Satisfaction of Factor Variable ‘Price of Goods’ Among Regions, Residential Areas and Income Levels of Customers of Triveni Stores.

To observe the variation in the level of customer satisfaction on the

factor ‘Price of Goods, considering the mean scores of the factor- regional


343

means, means of areas and means of income groups have been drawn as under.

By using three way ANOVA, F values, mean square and probability level are

calculated in the table 6.23. Post Hoc tests of multiple comparisons were

applied here to identify the regions where mean variation exists at statistically

significant levels. The following hypotheses are developed and validated with

respect to the factor ‘Price of Goods’ in Triveni Stores.

Hypothesis V

1. H0: There is no difference in the level of satisfaction related to ‘Price

of Goods’ among regions.

H1: There is difference in the level of satisfaction related to ‘Price of

Goods’ among regions.


of Goods’ among areas.


Goods’ among areas.


of Goods’ among income groups.


Goods’ among income groups

Table 6.20 Estimated Means of Region of Customers: Factor Variable - Price of Goods

95% Confidence Interval Region of customers Mean Std. ErrorLower Bound Upper Bound



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344

Table 6.21 Estimated Means of Residential Area of Customers : Factor variable - PRICE OF GOODS

95% Confidence Interval Area of customer Mean Std. Error Lower Bound Upper Bound

Urban 14.094 .143 13.814 14.374

Semi-urban 14.161 .145 13.875 14.447

Rural 13.981 .142 13.702 14.260 Source: Primary data

Table 6.22 Estimated Means of Monthly Income of Customers – factor variable: PRICE OF GOODS

95% Confidence Interval Monthly income of customers Mean Std. Error


less than 5000 14.000 .486 13.044 14.956

5000-10000 14.195 .176 13.850 14.540

10000-20000 14.162 .100 13.965 14.358

20000-30000 14.074 .105 13.868 14.280

Above 30000 13.963 .179 13.611 14.315 Source: Primary data

Table 6.23 Three way ANOVA for Factor Variable ‘Price of Goods’

Tests of Between-Subjects Effects Source Type I Sum of Squares df Mean Square F Sig.

Region 41.838 2 20.919 12.724 .000

Area 2.412 2 1.206 .734 .481

Monthly income 2.177 4 .544 .331 .857

Error 695.460 423 1.644 Total 86735.000 432 a. R Squared = .063 (Adjusted R Squared = .045) Source: Primary data


345

Table 6.24 Post Hoc Tests – Price of Goods

Multiple Comparisons Method- LSD 95% Confidence Interval Region of

customer (J) Region

of customer

Mean Difference

(I-J)

Std. Error

Sig. level Lower

Bound Upper Bound

Southern .0278 .15111 .854 -.2692 .3248 Central

Northern -.6458* .15111 .000 -.9429 -.3488

Central -.0278 .15111 .854 -.3248 .2692 Southern

Northern -.6736* .15111 .000 -.9706 -.3766

Central .6458* .15111 .000 .3488 .9429 Northern

Southern .6736* .15111 .000 .3766 .9706

Based on observed means. The error term is Mean Square (Error) = 1.644.

*. The mean difference is significant at the .05 level. Source: Primary data

Table 6.20 depicts the means of the factor variable ‘Price of Goods’ region

wise. It is seen that the mean score of the northern region (14.524) is higher than

that of the other two regions and there exists a significant difference in the mean

scores among the three regions. To substantiate this notion, F-Test is resorted and

ANOVA (table 6.23) computation shows that region wise variation in the mean

scores of the factor variable –‘Price of Goods’ is significant at 5 percent level of

significance and so the null hypothesis for the region is rejected. It also reveals

that area wise and income wise variation in the mean scores of the factor variable-

‘Price of goods’ is not significant as the P value is more than 0.05.Considering

this, in both the cases, null hypotheses for area and income are accepted. And

so, it seems that there is no statistically significant difference in the case of the

level of customer satisfaction ( highly satisfied) on the factor variable ‘Price of

Goods’ among different areas and income levels of customers of Triveni Stores.

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346

The ANOVA output showing the region wise, F=12.724, with df

2,423, P =.000 < .05 indicates that there exists a significant difference

between at least a pair of regions or more. The Post Hoc test substantiates

the result that there exists significant variation between the central and the

northern regions (P < .05) and the northern and the southern regions (P< .05).

However, the variation of mean scores between the central and the southern

regions is not significant (P>.05). For this reason we are led to believe that the

satisfaction level of customers of Triveni Stores in the northern region seems to be

more on the factor variable-‘Price of goods’ than those of other two regions.

6.3.1.5 Assessment of Variation in the Level of Customer Satisfaction of the Factor Variable ‘Promotion and Customer Education’ among Regions, Residential Areas and Income Levels of Customers of Triveni Stores.

The three regions, residential areas and the income levels of customers

are considered to identify whether a significant variation exists in the level of

customer satisfaction on the factor variable ‘Promotion and Customer

Education’ of Triveni Stores. In the event, the following hypotheses are

considered.

Hypothesis VI


‘Promotion and Customer Education’ among regions.

H1: There is difference in the level of satisfaction related to

‘Promotion and Customer Education’ among regions.


‘Promotion and Customer Education’ among areas.

H1: There is difference in the level of satisfaction related to ‘Promotion

and Customer Education’ among areas.


347


‘Promotion and Customer Education’ among income groups.

H1: There is difference in the level of satisfaction related to ‘Promotion

and Customer Education’ among income groups.

Table 6.25. Estimated Marginal Means of the Regions of Customers of Triveni Stores

Dependent Variable: PROMOTION AND CUSTOMER EDUCATION

95% Confidence Interval Region of customer Mean Std. Error

Lower Bound Upper Bound Central 8.415 .238 7.948 8.882 Southern 11.368 .247 10.882 11.854 Northern 7.377 .255 6.875 7.878


Table 6.26 Estimated Marginal Means on Residential Areas of Customers of Triveni Stores

Dependent Variable : PROMOTION AND CUSTOMER EDUCATION 95% Confidence Interval Area of customer Mean Std. Error

Lower Bound Upper Bound Urban 9.642 .245 9.159 10.124 Semi-urban 8.716 .250 8.224 9.208 Rural 8.802 .244 8.322 9.282


Table 6.27 Estimated Marginal Means on Monthly Income of Customers of Triveni Stores

Dependent Variable : PROMOTION AND CUSTOMER EDUCATION 95% Confidence Interval Monthly income of


less than 5000 9.846 .838 8.200 11.493 5000-10000 9.061 .302 8.467 9.655 10000-20000 8.811 .172 8.473 9.150 20000-30000 8.773 .180 8.419 9.127 Above 30000 8.774 .309 8.168 9.381


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348

Table 6.28 Three way ANOVA for factor variable ‘Promotion and Customer

Education’


Source Type I Sum of Squares d f Mean Square F Sig.

Region 1257.088 2 628.544 128.948 .000

Area 71.691 2 35.846 7.354 .001

Monthly income 10.643 4 2.661 .546 .002

Error 2061.875 423 4.874

Total 37180.000 432

a. R Squared = .394 (Adjusted R Squared = .382)


Table 6.29 Post Hoc Test for Region of customers: Dependent variable –

Promotion and Customer Education.

Multiple Comparisons LSD 95% Confidence Interval Region of

customers Region of customers

Mean Difference

(I-J)

Std. Error Sig.


Southern -2.9583* .26019 .000 -3.4698 -2.4469 Central

Northern 1.0764* .26019 .000 .5650 1.5878

Central 2.9583* .26019 .000 2.4469 3.4698 Southern

Northern 4.0347* .26019 .000 3.5233 4.5462

Central -1.0764* .26019 .000 -1.5878 -.5650 Northern

Southern -4.0347* .26019 .000 -4.5462 -3.5233

Based on observed means. The error term is Mean Square (Error) = 4.874. *. The mean difference is significant at the .05 level. Source: Primary data


349

Table 6.30 Post Hoc Test- Residential Area of Customers of Triveni stores : Dep.

Vari. PROMOTION AND CUSTOMER EDUCATION Method- LSD

Multiple Comparisons 95% Confidence Interval Area of

customers Area of

customers Mean

Difference(I-J)

Std. Error Sig.


Semi-urban .8750* .26019 .001 .3636 1.3864 Urban

Rural .8472* .26019 .001 .3358 1.3587

Urban -.8750* .26019 .001 -1.3864 -.3636 Semi-urban

Rural -.0278 .26019 .915 -.5392 .4837

Urban -.8472* .26019 .001 -1.3587 -.3358 Rural

Semi-urban .0278 .26019 .915 -.4837 .5392


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350

Table 6.31 Post Hoc Test –Income of customers of Triveni stores: Dep.Var: PROMOTION AND CUSTOMER EDUCATION LSD

Multiple Comparisons 95% Confidence

Interval (I) Monthly income of customers

(J) Monthly income of customers

Mean Difference

(I-J)

Std. Error Sig.

Lower Bound

Upper Bound

5000-10000 .4286 .88509 .628 -1.3112 2.1683

10000-20000 1.1747 .85188 .169 -.4998 2.8492

20000-30000 1.3709 .85360 .109 -.3070 3.0487

less than 5000

Above 30000 1.4231 .88887 .110 -.3241 3.1702

less than 5000 -.4286 .88509 .628 -2.1683 1.3112

10000-20000 .7461* .34118 .029 .0755 1.4168

20000-30000 .9423* .34543 .007 .2633 1.6213

5000-10000

Above 30000 .9945* .42518 .020 .1588 1.8302

less than 5000 -1.1747 .85188 .169 -2.8492 .4998

5000-10000 -.7461* .34118 .029 -1.4168 -.0755

20000-30000 .1962 .24828 .430 -.2919 .6842

10000-20000

Above 30000 .2484 .35086 .479 -.4413 .9380

less than 5000 -1.3709 .85360 .109 -3.0487 .3070

5000-10000 -.9423* .34543 .007 -1.6213 -.2633

10000-20000 -.1962 .24828 .430 -.6842 .2919

20000-30000

Above 30000 .0522 .35499 .883 -.6456 .7500

less than 5000 -1.4231 .88887 .110 -3.1702 .3241

5000-10000 -.9945* .42518 .020 -1.8302 -.1588

10000-20000 -.2484 .35086 .479 -.9380 .4413

Above 30000

20000-30000 -.0522 .35499 .883 -.7500 .6456



351

Considering the means of regions (Table 6.25), it is understood that the

mean score of the southern region (11.363) is higher than that of the other two

regions and so there exists a significant difference in the mean scores among

the three regions. The table of ANOVA (table 6.28) reveals that region-

wise, area- wise and income level variation in the mean scores of the retail

factor ‘Promotion and Customer Education’ is found significant at 5

percent level of significance. This is substantiated by the Post hoc test results

for `the region, area and income levels of customers.

Region wise, F =128.948 with df 2,423, P =.000 < .05 indicates that

there is significant difference among the mean scores of the three regions, the

central, the southern and the northern and so the level of customer satisfaction

varies among regions. Therefore, the null hypothesis for region is rejected.

Comparing the mean scores, (Table 6.26) it is observed that significant

difference exists between urban, rural and semi-urban areas. Residential area

wise =7.354, with df 2, 423, P =.001<.05 (table 6.28) indicates that there is

significant difference between the mean scores of urban, semi-urban and

rural areas. Here also the null hypothesis is rejected at 5 percent level of

significance by concluding that there has been difference in the level of

customer satisfaction among residential areas of customers for the factor

‘Promotion and Customer Education’.

The post hoc test substantiates the result that there exists significant

variation of means of the factor-‘Promotion and Customer Education’ between

the central and the southern, the central and the northern and the southern and

the northern region (P <.05). As a result of post hoc test, it is believed that the

customers of Triveni stores are close to the level of moderate satisfaction in

the southern region with respect to promotion and customer education. But the

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352

satisfaction level in the central and the northern regions are below the

moderate level (8.415 and 7.377 respectively). The area wise post hoc test

indicates that there is significant difference between the mean scores of urban

and semi-urban area (P<.05) and urban and rural (P<.05). However, the

variation between semi-urban and rural is not significant (P>.05). Since the

mean score of urban areas (9.642) is more than that of semi-urban areas

(8.716) and rural areas (8.802), it is led to believe that the customer

satisfaction level of Triveni stores on the factor variable – ‘Promotion and

Customer Education’ is more at urban areas than in the other two areas.

The level of customer satisfaction on the factor ‘Promotion and

Customer Education’ varies among income levels as the p value is significant

(P=.002 < .05) as per ANOVA results ( table 6.28) and the null hypothesis

for income stands rejected. The post hoc test computations (Table 6.31)

show that the mean variations between customers of income groups Rs 5000-

10000 and Rs 10000-20000 (P<.05), Rs5000-10000 and Rs 20000-30000

(P<.05) and Rs 5000-10000 and above Rs 30000 (P<.05) are significant. It

means that there is significant variation in the satisfaction level of customers

of Triveni on the factor variable ‘Promotion and Customer Education’ among

the above mentioned income groups. As per the mean value (table 6.27), the

income group of less than Rs 5000 has more satisfaction (9.846) than the Rs

5000-10000 group (9.061) However, they have only moderate level of

satisfaction. Among the Triveni customers surveyed, groups of Rs10000-

20000 (8.811), above Rs 30000 (8.774) and Rs 20000-30000 (8.773) have

satisfaction below moderate level. All this shows weaknesses in the promotion

strategies of the Federation.


353

6.3.1.6 Assessment of Variation in the Level of Customer Satisfaction of the Factor Variable ‘Cleanliness and Infrastructure’ among Regions, Residential Areas and Income Levels of Customers of Triveni Stores.

In order to understand whether a statistically significant level of

variation exists in the level of customer satisfaction on the factor variable

‘Cleanliness and Infrastructure’ of Triveni stores among the three regions,

residential areas and five income groups of customers, three way ANOVA with

Post hoc option is used in this part of the study. This test gives the F-Values,

mean scores of the dependent variable ‘Cleanliness and Infrastructure’ and the

significant level. The post hoc test identifies the statistically different regions,

areas and income groups. This will help us know whether significant difference

exists in the satisfaction level of customers between/among regions, areas or

income levels. The following are the associated hypotheses considered.

Hypothesis VII

H0: There is no difference in the level of satisfaction related to

‘Cleanliness and Infrastructure’ among regions.


‘Cleanliness and Infrastructure’ among regions.

H0: There is no difference in the level of satisfaction related to

‘Cleanliness and Infrastructure’ among areas.


‘Cleanliness and Infrastructure’ among areas.

1 H0: There is no difference in the level of satisfaction related to

‘Cleanliness and Infrastructure’ among income groups.


‘Cleanliness and Infrastructure’ among income groups

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354

Table 6.32 Estimated regional means of customers of Triveni supermarkets

Dependent Variable: CLEALINESS AND INFRASTRUCTURE 95% Confidence Interval Region of

customers Mean Std. Error Lower Bound Upper Bound Central 16.106 .177 15.759 16.453 Southern 16.914 .184 16.553 17.275 Northern 16.922 .190 16.549 17.294


Table 6.33 Estimated means of residential areas of customers of Triveni Supermarkets

Dependent Variable :CLEALINESS AND INFRASTRUCTURE

95% Confidence Interval Area of customer Mean Std. Error

Lower Bound Upper Bound Urban 16.610 .182 16.251 16.968

Semi-urban 17.125 .186 16.759 17.491

Rural 16.207 .182 15.850 16.564


Table 6.34 Estimated means on the basis of monthly income of customers

Dependent Variable : CLEALINESS AND INFRASTRUCTURE 95% Confidence Interval Monthly income

of customers Mean Std. Error Lower Bound Upper Bound

less than 5000 16.473 .622 15.250 17.696

5000-10000 16.746 .225 16.304 17.187

10000-20000 16.729 .128 16.478 16.981

20000-30000 16.534 .134 16.270 16.797

Above 30000 16.755 .229 16.305 17.206



355

Table 6.35 Three way ANOVA for ‘CLEALINESS AND INFRASTRUCTURE’


Source Sum of squares df Mean square F Sig. Region 63.949 2 31.975 11.881 .000

Area 59.978 2 29.989 11.143 .000

Monthly income 4.305 4 1.076 .400 .809

Error 1138.425 423 2.691

Total 121200.000 432

a. R Squared = .101 (Adjusted R Squared = .084) Source: Primary data

Table 6.36 Post Hoc Test for Region of customers Dep. Var: CLEALINESS

AND INFRASTRUCTURE

LSD Multiple Comparisons 95% Confidence Interval Region of

customers Region of customers

Mean Differenc

e (I-J)

Std. Error Sig.


Southern -.8264* .19334 .000 -1.2064 -.4464 Central

Northern -.8056* .19334 .000 -1.1856 -.4255

Central .8264* .19334 .000 .4464 1.2064 Southern

Northern .0208 .19334 .914 -.3592 .4009

Central .8056* .19334 .000 .4255 1.1856 Northern

Southern -.0208 .19334 .914 -.4009 .3592 Based on observed means. The error term is Mean Square (Error) = 2.691. *. The mean difference is significant at the .05 level. Source: Primary data

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356

Table 6.37 Post Hoc Test – Residential Area of customers of Triveni Supermarkets Dep.Var: CLEALINESS AND INFRASTRUCTURE

LSD Multiple Comparisons 95% Confidence Interval Area of

customers Area of

customer Mean

Difference(I-J)

Std. Error Sig.


Semi-urban -.5208* .19334 .007 -.9009 -.1408 Urban

Rural .3889* .19334 .045 .0089 .7689

Urban .5208* .19334 .007 .1408 .9009 Semi-urban

Rural .9097* .19334 .000 .5297 1.2897

Urban -.3889* .19334 .045 -.7689 -.0089 Rural

Semi-urban -.9097* .19334 .000 -1.2897 -.5297


Observing the means (table 6.32), the mean score of the northern region

(16.922) is found to be marginally higher than that of the other two regions.

This substantiated the ANOVA test as F = 11.881 with df 2, 423, P=.000 < .5

(table 6.35). It indicates that there exists significant difference in the value

of means among the regions. The null hypothesis for region is rejected in

this respect. The Post hoc test results inferred that there exists significant

difference between the central and the southern and the central and the

northern regions (P< .5). However, the variation between the mean scores of

the southern and the northern regions is not significant (P> .05). As a result, it

is believed that the level of satisfaction of the selected customers in the

northern region is marginally higher than that of customers in other regions

with respect to the factor –‘Cleanliness and Infrastructure’.


357

Mean values of the factor variable ‘Cleanliness and Infrastructure’, area

wise (table 6.33) also shows a difference among rural, urban and semi-urban

areas as the mean score of semi-urban area (17.125) is higher compared to the

other two areas. The table of ANOVA showing residential area wise,

F=11.143 with df 2, 423, P= .000< .05 (ANOVA table 6.35) proves that

there is significant difference between the selected areas in the satisfaction

level of customers. In this case null hypothesis is rejected. The post hoc test

(table 6.37) substantiates these variations as significant between urban and

semi-urban area, urban and rural and rural and semi-urban areas (P<.05).

Therefore it is concluded that the satisfaction level of customers of Triveni

stores on the factor variable ‘Cleanliness and Infrastructure’ is more in semi-

urban areas (mean score 17.125) than in urban areas (mean score 16.610) and

in rural areas (mean score 16.207).

However, the income level variation is not significant as per ANOVA

table as P=.809>.05.This shows that there exists no difference among the level

of satisfaction relating to ‘Cleanliness and Infrastructure’ among income

groups. The null hypothesis for income stands accepted here.

Summary

As an endeavor to assess the level of customer satisfaction with Triveni

Supermarkets, twenty variables relating to Triveni Supermarkets have been

considered and rated by customers. Among the variables rated, the price of

goods (other convenience goods) has secured the highest average value and

customer awareness programmes has the lowest mean value. It is seen that

variables relating to the price, the quality of goods, the arrangement of goods,

space layout, etc received the highest average. This means that customers of

the Triveni outlets are satisfied with all these variables. Confirmatory factor

Chapter -6

358

analysis was resorted to reduce the variables in six factors. While considering

the factor variables, customers were highly satisfied with the ‘Price of Goods’

followed by ‘Quality and Attractiveness of Goods’ and ‘Cleanliness and

Infrastructure’. Customers are satisfied with the Assortment of Goods’, and

‘Service and Staff dedication’. However, the satisfaction level in the case of

factor variable ‘Promotion and Customer Education was only moderate’. It

seems that, as per Three Way ANOVA, the level of customer satisfaction with

respect to all the factor variables studied have significant variations within the

three regions of the state of Kerala. Area wise also, this is reported as the

same, except in the case of the factor variable ‘Quality and Attractiveness of

Goods’, which did not show significant variation. However, the satisfaction

level of different income groups resorting to Triveni Stores does not vary

much except in the case of ‘Promotion and Customer Education’.

Conclusion

According to Treadgold (1998)5, “Consumer satisfaction varies within

the customers of a business as they have different purchasing capacities and

life styles”. For assessing customer satisfaction, segmenting the customers in

to various groups such as dwellers in particular areas, regions, etc. are

inevitable. In the study area, ‘Purchasing capacity’ needs a definition. May be

cultural intervention plays a part as the majority of the dependent variables,

shows statistically different mean levels by region and area. Life styles of the

people in different areas and regions also have an impact on the variation in

the satisfaction level of customers. Triveni Supermarkets highly satisfies

customers only in price, quality and attractiveness of display of goods. In other

retailing areas, they have to come forward by learning and rectifying the weak

points of them.


359

References

[1] Kotler , Philip and Armstrong, Gary. op.cit, page.16.

[2] Field, Andey. ‘Discovering Statistics by using SPSS’, Sage Publications,

New Delhi. Page 377.

[3] Hair. Jr, (2004). Mutivariate Data Analysis. Prentice Hall Pvt. Ltd,

New Delhi, p.232.

[4] Hair, Jr. op. cit. p.244.

[5] Treadgold, A.D. (1998) ‘The Emerging Internationalization of Retailing:

Present Status and Future Challenges’ Irish Marketing Review, 5(2), 18

November,

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