customer satisfaction project.docx

7/30/2019 Customer Satisfaction Project.docx

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A

Summer Training Project

On

CITY MALL

Pandya Group

Customer Sat isfact ion

Submitted in partial fulfillment for the

Award of degree of

Master of Business Administration

Submitted by: Submitted to:

Poorva Chaudhary Priya Mam

MBA Part II

Year 2012 - 2013


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Company Certificate


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Faculty Certificate


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Preface


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Acknowledgement

I express my sincere thanks to my project guide, Mr. /Dr./Ms./Mrs.

________________________________. Designation

_________________, Deptt______________., for guiding me right

from the inception till the successful completion of the project. I

sincerely acknowledge him/her/them for extending their valuable

guidance, support for literature, critical reviews of project and thereport and above all the moral support he/she/they had provided to

me with all stages of this project.

I would also like to thank the supporting staff

___________________________ Department, for their help and

cooperation throughout our project.

(Signature of Student)

Name of the Students


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Executive Summary


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1. Industry Profile

1.1 What is retailing?

Retailing is a distribution channel function, where one organization

buys products from supplying firms or manufactures products

themselves, and then sells these directly to consumers.

In majority of retail situations, the organization, from whom a

consumer buys, is a reseller of products obtained from others, and

not the product manufacturer. However, some manufacturers do

operate their own retail outlets in a corporate channel arrangement.

Retailers offer many benefits to suppliers and customers as

resellers. Consumers, for instance, are able to purchase small

quantities of an assortment of products at a reasonably affordable

price. Similarly, suppliers get an opportunity to reach their target

market, build product demand through retail promotions, and

provide consumer feedback to the product marketer.

1.2 IntroductionThe India Retail Industry is the largest among all the

industries, accounting for over 10 per cent of the country

GDP and around 8 per cent of the employment. The Retail

Industry in India has come forth as one of the most dynamic

and fast paced industries with several players entering the

market. But all of them have not yet tasted success because

of the heavy initial investments that are required to break

even with other companies and compete with them. The

India Retail Industry is gradually inching its way towards

becoming the next boom industry.

The total concept and idea of shopping has undergone an

attention drawing change in terms of format and consumer


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buying behavior, ushering in a revolution in shopping in

India. Modern retailing has entered into the Retail market in

India as is observed in the form of bustling shopping centers,

multi-storied malls and the huge complexes that offer

shopping, entertainment and food all under one roof.

A large young working population with median age of 24

years, nuclear families in urban areas, along with increasing

workingwomen population and emerging opportunities in the

services sector are going to be the key factors in the growth

of the organized Retail sector in India. The growth pattern in

organized retailing and in the consumption made by theIndian population will follow a rising graph helping the newer

businessmen to enter the India Retail Industry.

In India the vast middle class and its almost untapped retail

industry are the key attractive forces for global retail giants

wanting to enter into newer markets, which in turn will help

the India Retail Industry to grow faster. Indian retail is

expected to grow 25 per cent annually. The Food Retail

Industry in India dominates the shopping basket. The Mobile

phone Retail Industry in India is already a US$ 16.7 billion

business, growing at over 20 per cent per year. The future of

the India Retail Industry looks promising with the growing of

the market, with the government policies becoming more

favorable and the emerging technologies facilitating

operations.

1.3 The Indian retail scene

India is the country having the most unorganized retail market. The

Indian retail sector is estimated at around Rs 900,000 crore, of

which the organized sector accounts for a mere 2 per cent


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indicating a huge potential market opportunity that is lying in the

waiting for the consumer-savvy organized retailer.

Purchasing power of Indian urban consumer is growing and

branded merchandise in categories like Apparels, Cosmetics,

Shoes, Watches, Beverages, Food and even Jewelers, are slowly

becoming lifestyle products that are widely accepted by the urban

Indian consumer. Indian retailers need to advantage of this growth

and aiming to grow, diversify and introduce new formats have to

pay more attention to the brand building process. The emphasis

here is on retail as a brand rather than retailers selling brands. The

focus should be on branding the retail business itself. In theirpreparation to face fierce competitive pressure, Indian retailers

must come to recognize the value of building their own stores as

brands to reinforce their marketing positioning, to communicate

quality as well as value for money. Sustainable competitive

advantage will be dependent on translating core values combining

products, image and reputation into a coherent retail brand

strategy.

There is no doubt that the Indian retail scene is booming. A number

of large corporate houses have already made their foray into this

arena, with beauty and health stores, supermarkets, self-service

music stores, new age book stores, every-day-low-price stores,

computers and peripherals stores, office equipment stores and

home/building construction stores. Today the organized players

have attacked every retail category. The Indian retail scene has

witnessed too many players in too short a time, crowding several

categories without looking at their core competencies, or having a

well thought out branding strategy.


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1.4 Strategies Trends & Opportunities

Retailing in India is gradually inching its way toward

becoming the next boom industry. The whole concept of

shopping has altered in terms of format and consumer

buying behavior, ushering in a revolution in shopping in

India. Modern retail has entered India as seen in sprawling

shopping centers, multi-storied malls and huge complexes

offer shopping, entertainment and food all under one roof.

The Indian retailing sector is at an inflexion point where the

growth of organized retailing and growth in the consumption

by the Indian population is going to take a higher growth

trajectory. The Indian population is witnessing a significant

change in its demographics. A large young working

population with median age of 24 years, nuclear families in

urban areas, along with increasing workingwomen

population and emerging opportunities in the services sector

are going to be the key growth drivers of the organized retail

sector in India.

1.5 Growth of Retail sector in India

Retail and real estate are the two booming sectors of India in the

present times. And if industry experts are to be believed, the

prospects of both the sectors are mutually dependent on each

other. Retail, one of Indias largest industries, has presently

emerged as one of the most dynamic and fast paced industries of

our times with several players entering the market. Accounting for

over 10 per cent of the countrys GDP and around eight per cent of

the employment retailing in India is gradually inching its way toward

becoming the next boom industry.


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As the contemporary retail sector in India is reflected in sprawling

shopping centers, multiplex- malls and huge complexes offer

shopping, entertainment and food all under one roof, the concept of

shopping has altered in terms of format and consumer buying

behavior, ushering in a revolution in shopping in India. This has

also contributed to large-scale investments in the real estate sector

with major national and global players investing in developing the

infrastructure and construction of the retailing business. The trends

that are driving the growth of the retail sector in India are

Low share of organized retailing

Falling real estate prices

Increase in disposable income and customer aspiration

Increase in expenditure for luxury items

Another credible factor in the prospects of the retail sector in India

is the increase in the young working population. In India, hefty pay

packets, nuclear families in urban areas, along with increasing

working-women population and emerging opportunities in theservices sector. These key factors have been the growth drivers of

the organized retail sector in India which now boast of retailing

almost all the preferences of life - Apparel & Accessories,

Appliances, Electronics, Cosmetics and Toiletries, Home & Office

Products, Travel and Leisure and many more. With this the retail

sector in India is witnessing rejuvenation as traditional markets

make way for new formats such as departmental stores,

hypermarkets, supermarkets and specialty stores.

The retailing configuration in India is fast developing as shopping

malls are increasingly becoming familiar in large cities. When it

comes to development of retail space specially the malls, the Tier II


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cities are no longer behind in the race. If development plans till

2007 is studied it shows the projection of 220 shopping malls, with

139 malls in metros and the remaining 81 in the Tier II cities.

India is being seen as a potential goldmine for retail investors from

over the world and latest research has rated India as the top

destination for retailers for an attractive emerging retail market.

Indias vast middle class and its almost untapped retail industry are

key attractions for global retail giants wanting to enter newer

markets. Even though India has well over 5 million retail outlets, the

country sorely lacks anything that can resemble a retailing industry

in the modern sense of the term. This presents internationalretailing specialists with a great opportunity. The organized retail

sector is expected to grow stronger than GDP growth in the next

five years driven by changing lifestyles, burgeoning income and

favorable demographic outline.

1.6 Industry Evolution

Traditionally retailing in India can be traced to:

The emergence of the neighborhood Kirana stores catering to the

convenience of the consumers

Era of government support for rural retail: Indigenous franchise

model of store chains run by Khadi & Village Industries

Commission1980s experienced slow change as India began to

open up economy.

Textiles sector with companies like Bombay Dyeing, Raymond's, S

Kumar's and Grasim first saw the emergence of retail chains

Later Titan successfully created an organized retailing concept and

established a series of showrooms for its premium watches


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The latter half of the 1990s saw a fresh wave of entrants with a shift

from Manufactures to Pure Retailers.

Post 1995 onwards saw an emergence of shopping centers mainly

in urban areas, with facilities like car parking targeted to provide a

complete destination experience for all segments of society

Emergence of hyper and super markets trying to provide customer

with - Value, Variety and Volume

Expanding target consumer segment: The Sachet revolution -

example of reaching to the bottom of the pyramid.

At year end of 2000 the size of the Indian organized retail industry

is estimated at Rs. 13,000 crore

1.7 Retailing format in India

Malls:

The largest form of organized retailing today. Located mainly in

metro cities, in proximity to urban outskirts. Ranges from 60,000 sq

ft to 7,00,000 sq ft and above. They lend an ideal shopping

experience with an amalgamation of product, service and

entertainment, all under a common roof.

Department Stores:

Large stores ranging from 20000-50000 sq. ft, catering to a variety

of consumer needs. Further classified into localized departments

such as clothing, toys, home, groceries, etc.

Departmental Stores are expected to take over the apparel

business from exclusive brand showrooms.

Hyper marts/Supermarkets:

Large self-service outlets, catering to varied shopper needs are

termed as Supermarkets. These are located in or near residential

high streets. These stores today contribute to 30% of all food


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grocery organized retail sales. Super Markets can further be

classified in to mini supermarkets typically 1,000 sq ft to 2,000 sq ft

and large supermarkets ranging from of 3,500 sq ft to 5,000 sq ft.

having a strong focus on food & grocery and personal sales.

Convenience Stores:

These are relatively small stores 400-2,000 sq. feet located near

residential areas. They stock a limited range of high-turnover

convenience products and are usually open for extended periods

during the day, seven days a week. Prices are slightly higher due to

the convenience premium

1.8 Recent Trends

India is rated the fifth most attractive emerging retail market: a

potential goldmine.

Multiple drivers leading to a consumption boom:

o Favorable demographics

o Growth in incomeo Increasing population of women

o Raising aspirations: Value added goods sales

Food and apparel retailing key drivers of growth

Organized retailing in India has been largely an urban

Phenomenon with affluent classes and growing number of double-

income households.

More successful in cities in the south and west of India. Reasons

range from differences in consumer buying behavior to cost of real

estate and taxation laws.

Rural markets emerging as a huge opportunity for retailers reflected

in the share of the rural market across most categories of

consumption


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IT is a tool that has been used by retailers to radically

change buying behavior across the globe.

1.9 Challenges & Opportunities

Retailing has seen such a transformation over the past decade that

its very definition has undergone a sea change. No longer can a

manufacturer rely on sales to take place by ensuring mere

availability of his product. Today, retailing is about so much more

than mere merchandising. Its about casting customers in a story,

reflecting their desires and aspirations, and forging long-lasting

relationships. As the Indian consumer evolves they expect more

and more at each and every time when they steps into a store.

Retail today has changed from selling a product or a service to

selling a hope, an aspiration and above all an experience that a

consumer would like to repeat.

For manufacturers and service providers the emerging

opportunities in urban markets seem to lie in capturing and

delivering better value to the customers through retail. However,manufacturers and service providers will also increasingly face a

host of specialist retailers, who are characterized by use of modern

management techniques, backed with seemingly unlimited financial

resources. Organized retail appears inevitable.

Retailing in India is currently estimated to be a US$ 200 billion

industry, of which organized retailing makes up a paltry 3 percent or

US$ 6.4 billion. By 2010, organized retail is projected to reach US$

23 billion. For retail industry in India, things have never looked

better and brighter. Challenges to the manufacturers and service

providers would abound when market power shifts to organized

retail.


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1.10 Conclusion

The retail sector has played a phenomenal role throughout the

world in increasing productivity of consumer goods and services. It

is also the second largest industry in US in terms of numbers of

employees and establishments. There is no denying the fact that

most of the developed economies are very much relying on their

retail sector as a locomotive of growth. The India Retail Industry is

the largest among all the industries, accounting for over 10 per cent

of the countrys GDP and around 8 per cent of the employment.

The Retail Industry in India has come forth as one of the most

dynamic and fast paced industries with several players entering the

market. But all of them have not yet tasted success because of the

heavy initial investments that are required to break even with other

companies and compete with them. The India Retail Industry is

gradually inching its way towards becoming the next boom industry.


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2. Project Profile

The paper is intended to provide information about Customer satisfaction level with the

City Malls of Kota. In India there have been a great successful brand both national as

well as foreign brands and again it has been realize that brands are sustaining power to

stay in the competitions. If we define the customer satisfaction we can say a qualitative

measure of performance as defined by customer, which meet their basic requirements

and standard. Customer satisfaction is defined as measure or determination that a

product or services meet a customers expectation, considering requirement of both

quality and service. This paper has been under taken to study of customer perception

about shopping malls and suggesting way to improve its market share in sales throughcustomer perception about private labels.


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3. INTRODUCTION

Customer is the king; this is all the more apt for today's business

environment where, all other factors remaining more or less

constant, it is the value addition to the customer that is making all

the difference.

Todays companies are facing their toughest competition ever.

These companies can outdo their competition if they can move

from product and sales philosophy to a marketing philosophy. We

spell out in detail how companies can go about winning customers

and outperforming competitors. The answer lies in doing a better

job of meeting and satisfying customers needs. Only customer-

centered companies are adept at building customers, not just

building product. They are skilled in market engineering, not just

product engineering.

Too many companies think that it is the marketing/sales

departments job to procure customers. If that department cannot,the company draws the conclusion that its marketing people arent

very good. But in fact, marketing is only one factor in attracting and

keeping customers. The best marketing department in the world

cannot spell products that are poorly made or fail to meet anyones

need. The marketing department can be effective only in

companies whose various departments and employees have

designed and implemented a competitively superior customer

value-delivery system.

Although the customer oriented firms seek to create high customer

satisfaction, its main goal is to maximize customer satisfaction, first

the company can increase customer satisfaction by lowering its


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prices, but results may be lower profits second the company might

be able to increase prices. Third the company has many stake-

holders including employees, dealers, suppliers and stock holders

spending more to increase customer satisfaction might divert funds

from increasing the satisfaction of other partner. Estimate the

company must operate on the philosophy that it is trying to deliver a

high level of satisfaction to the other stake-holder within the

constraints of its resources. From the past studies of last three

decades we observed that the companys first task is to create and

satisfy customers. But todays customers face a vast array of

product and brand choice prices and suppliers.

It is generally believed that customers estimate which offer will

deliver the most value customers are like value maximizes, within

the bounds of search costs and limited knowledge, mobility income,

they form an expectation of value and act on it, whether or not the

offer lives up to the value expectations affects customers

satisfaction and their repurchase probability.

Customer satisfaction depends on the products performance

relative to a buyers expectation, the customer is dissatisfied. If

preference matches expectations, the customer is satisfied. If

preference is exceeds expectation, the customer is highly satisfied

or delighted outstanding marketing insurance companies go out of

their way to keep their customer satisfied. Satisfied customers

make repeat purchases in of products and tell other about their

good experiences with the product. The key is to match customer

expectations with company performance. Consumers usually face a

broad array of products and services that might satisfy a given

need. Consumers make choices based on their perception of the

value and satisfaction that various products and services deliver.


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Customer value is the difference between the values the customer

gains from owning and using a product and the costs of obtaining

the products customers from expectations about the value of

various marketing offers and buy accordingly. Customer

expectations are based on past buying experiences, the opinion of

friends and marketer and competitor information and promises.

Customer satisfaction with a purchase depends on how well the

products performance lives up to the customers expectations.

Customer satisfaction is a key influence on future buying

behaviour. Satisfied customers buy again and tell others about

their good experiences dies-satisfied customers of ten switches to

competitors and disparage the products to others.

Customers are the best source of information. Whether to improve

an existing product or service or whether firms are planning to

launch something new. There is no substitution for getting it from

horses mouth When you talk to your customer directly, to increase

your odds for achieving success you mistake-proof your decisionsand work on what really matters. When you routinely ask the

customers for feedback and involve them in business they, in turn,

become committed to the success of your business.

A consumer decision making (CDM) style is a mental orientation

characterizing a consumers approach to choices. Broadly

speaking, there are three types of approaches in studying

consumer decision-making styles: the psychographic / lifestyle

approach, which identifies hundreds of characteristics related to

consumer behavior; the consumer typology approach, which

classifies consumers into several types; and the consumer


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characteristics approach, which focuses on different cognitive

dimensions ofconsumers decision-making

4. RESEARCH METHODOLOGY

The quality and reliability of research study is dependent on the

information collected in a scientific and methodological manner.

Scientific planning of designing of research method is a blue print

for any research study. Therefore, proper time and attention should

be given in designing the plan of research. While proper definition

of problem tells the researcher where he has to go, proper design

tells him how he should go. Selection of methodology for a

particular project is made easy by sorting out a number of

alternative approaches, each of them having its own advantage and

disadvantages. Efficient design is that which ensure that the

relevant data are collected accurately.

The researcher has to think about what procedure and techniques

should be adopted in the study. He should arrive at the final choiceby seeing that the methodology chosen for project is indeed the

best one, when compared with others.

4.1 OBJECTIVESS OF STUDY:

The main objective of the study is to find out the level of satisfaction

among the customers.

To collect and evaluate ideas/views and expectations of the

customers for the improvement in performance.

To make company's aware about the dissatisfaction part of their

customers.

To find out the most prominent area of dissatisfaction.


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To enhance the communication & co-operation between the

company and their customers.

To find out which sales promotion tools will increase the sales

To know the features that attracts the customer

4.2 RESEARCH DESIGN:

Research design is the first and foremost step in methodology

adopted and undertaking research study. It is overall plan for the

collection and analysis of data in the research project. Thus it is an

organized, systematic approach to be the formulation,

implementation and control of research project.

In fact a well planned and well balanced research design guards

against collection of irrelevant data and achieves the result in the

best possible way.

The type of research is descriptive approach which means asking

questions to people who are believed to possess the desired

information. It measures the magnitude of peoples knowledge,

attitudes and buying behaviour. In survey method the data

collection is through structured direct interview. Structured direct

interview is a formal questionnaire (i.e. set of questions) that is

structured and direct and the interviewer is instructed to ask the

persons those questions only in the order given in the

questionnaire. This type of interview is referred to as Structured

survey. Its advantage is that, less skilled interviewers can be used

resulting in lower cost per interview. It gives standardized


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information and hence editing, tabulating and analyzing of the data

are more easily done.

4.3 Survey method:

A Survey is a complete operation, which requires some technical

knowledge Survey methods are mostly personal in character.

Surveys are best suited for getting primary data. the research

obtains information from the respondents by interviewing them.

4.4 Sampling:

It is not always necessary to collect data from whole universe. A

small representative sample may serve the purpose. A sample

means a small group taken in a large lot. This small group taken in

a large lot .This small group should be emanative cross section and

really representative in character. This selection process is called

sampling.

4.5 Sample size:

Samples are devices for learning about large masses by observing

a few individuals. The selected sample is 100.

4.6 Methods of Sampling

4.6.1 Random sample method:

The method adopted here is random sampling method. A Random

sample is one where each item in the universe has as an equal

chance of known opportunity of being selected.


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3.6.2 Research Instrument:

Questionnaire:

A questionnaire is a carefully complied logical sequence of

questions directed to a define objective. It is the outline of what

information is required and the framework on which the data is

built upon. Questionnaire is commonly used in securing marker

information that its preparation deserves utmost skill and care.

Collection of data:

One of the important tools for conduction market research is thatavailability of necessary and useful data. Date collection is more of

an art than a science. The methods of marketing research are in a

way the methods of data collection. The sources of information fall

under two categories:

Internal sources:

Every company has to keep certain records such as accounts,

reports etc. these records provide sample information which an

organization usually keeps collection in its working.

External sources:

When internal records are insufficient and required information is

not available, the organization will have to depend on external

sources. External sources of data are:

a) Primary data: The data collected for a purpose in original

and for the first time is known as primary data. The researches

collect this data to study a particular problem. Here the primary

data is data collected through questionnaire by directly meeting the

customers


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b) Secondary Data: The data, which is collected from the

published sources i.e., not originally collected of the first rime is

called secondary data. Here the secondary data is data collected

from the companys brochures, pamphlets, catalogues and the

website.

3.7 Scope of the study:

It will help the mall to understand the level of customer happiness.

It will help the mall to retain the service.

It will help the mall to evaluate strength and weakness. This study will also reveal the customers attitude towards mall.

3.8 Limitations of the study:

As no person is perfect in this world, in the same way no study can

be considered as fully reliable at one glance. There are a number of

uncontrollable factors acting as limitations in conducting the study.Some of such limitations encountered by me in our study are -

Time factor was the main limitation for the study as the project was

restricted to small period.

The research was limited only to the Kota city so the result cant be

generalized to the whole market.

The sample taken for research was concerned only for 100

customers rather than millions of customers. Since the project has to be completed within a short period of time

the information collected could be biased.

Some of the premium segments could not be met due to time lack

and by not obtaining prior appointment due to tight schedule of the

respondents.


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Non - availability of secondary data compelled me to start from the

very minute information.

Respondents in some department gave biased responses for fear

of their position in the company. This may have influenced the

results.

Some people at top level were afraid and showed complete

reluctance to give responses to some questions.

4. Analysis & Interpretation

1. Through which media customer came to know about mall.


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Table 1

Sl. No Type of media No. ofrespondents

Percentage

1 Television 23 23

2 Print Media 23 23

3 Friends/Relatives 37 37

4 Hoardings 7 7

5 Other 10 10

Total 100 100

Type of Media

Inference: 23% respondents came to know through television,

23% respondents came to know through print media, 37%

respondents came to know through friends / relatives, 7%

respondents came to know through hoardings, 10%respondents

came to know through others.

0

5

10

15

20

25

30

35

40

No. of respondents

Percentage


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From this it is clear that most of the respondents came to know

about mall through friends / relatives.

2. The ratings of the customers towards mall services & facilities.

Table 2

Sl. No Ratings No ofrespondents

Percentage

1 Excellent 17 43

2 Good 12 35

3 Satisfactory 10 22

4 Poor 0 0

Total 39 100

Ratings of mall services & facilities.


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Inference: 43% of customers rated excellent, 35% of customers

rated good & 22% customers rated satisfactory.

3. The age group of the customers.

Table 3

Si .no Age group No. of

respondents

Percentage

1 15-25 31 31

2 26-35 51 51

3 36-45 31 31

4 46 and above 4 4

Total 100 100

0

5

10

15

20

25

30

35

40

45

50

No of

respondents

Percentage


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Age Group of customers.

Inference: 31% respondents are in the age group of 15-25

years.51% respondents are in the age group of 26-35 years.14%

respondents are in the age group of 36-45 years.4% respondents

are in the age group of46and above-25 years

4. The occupation of respondents.

Table 4

Si. no Occupation No. ofRespondents

Percentage

1 Business 39 39

2 Employee 34 34

3 Student 13 13

4 Professional 11 11

5 Others 3 3

0

10

20

30

40

50

60

15-25 26-35 36-45 46 andabove

No. of respondents

Percentage


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Total 100 100

Occupation of Respondents

Inference: 39% respondents are businessmen. 34% respondents

are employees.13% respondents are students.11% respondents

are professionals. 3% respondents are other.

5. The income group of the respondents

Table 5

0

510

15

20

25

30

35

40

45

No. of Respondents

Percentage

Sl .no Income group No .of

respondents

Percentage

1 Less than 25 25


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Income Group of Respondents

Inference: 25% respondents are in the income group of less than

Rs.5000/- 45% respondents are in the income group of Rs. 5000-

10000.17% respondents are in the income group of Rs. 10000-

15000.13% respondents ate in the income group of Rs 15000 and

above.

0

5

10

15

20

25

30

35

40

4550

No .of respondents

Percentage

5000

2 5000-10000 45 45

3 10000-15000 17 17

4 15000 and

above

13 13

Total 100 100


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6. Regular purchases from mall.

Table 6

Regular purchases by customer in mall

70%

30%

Sl .no Particulars No .of

respondents

Percentage

1 Yes 70 70

2 No 30 30

Total 100 100


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Inference: 70% purchases regularly from mall & 30% does not

purchase regularly.

7. Frequency of purchases by respondents from mall.

Table 7

Frequency of purchases by respondents from mall


respondents

Percentage

1 Occasionally 33 33

2 Weekly 31 31

3 Monthly 36 36

4 Daily 00 00

Total 100 100


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Inference: 33% of respondents made purchases from mall on

occasion basis, 33% made purchases on weekly basis & 36%

made purchases on monthly basis.

8. Customer preference for shopping.

Table 8

33

31

36

1st Qtr

2nd Qtr

3rd Qtr


respondents

Percentage

1 Unorganized

market

60 60

2 Mall 40 40

Total 100 100


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Purpose for visiting City mall.

Inference: 46% respondents visit city mall for shopping, 38%

respondents visit mall for entertainment & 16% respondents visit

mall for restaurants.

10. Respondents satisfied with the pricing schemes at city mall.

46%

38%

16%

1st Qtr

2nd

Qtr3rd Qtr

Total 100 100


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Table 10

Satisfied with the pricing schemes.

Inference: 66% respondents are satisfied with the pricing schemesat city mall & 33% respondents are not satisfied with the pricing

schemes at city mall.

11. Location of city malls affects respondents decision.

Table 11

66%

33%

1st Qtr

2nd Qtr


respondents

Percentage

1 Yes 66 66

2 No 33 33

Total 100 100


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Location affects respondents decision.

Inference: 70% respondents said that location of city mall affects

their decision &30% respondents ignore the location problem.

12. Rating of respondents for drawbacks of city mall.

Table 12

70%

30%

1st Qtr

2nd Qtr

Sl .no Location

affects

No .of

respondents

Percentage

1 Yes 70 70

2 No 30 30

Total 100 100


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Rating of respondents for drawbacks of city mall

Sl .no Drawback in

mall

No .of

respondents

Percentage

1 Expensive 12 12

2 Parking facility 16 16

3 Weekend

Rush

32 32

4 Others 40 40

Total 100 100


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Inference: Respondents rated 12% expensive, 16% parking

facility, 32% weekend rush & 40% other factors as main drawback

of city mall.

13. Customer thinks about quality or price of mall.

Table 13

12%

16%

32%

40%1st Qtr

2nd Qtr

3rd Qtr

4th Qtr


respondents

Percentage

1 Price 67 67

2 Quality 33 33

Total 100 100


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Customer preference to quality or price

Inference: 67% respondents said that when they think about City

Mall they think about price. 33% respondents said that they think

about quality.

14. Respondents reason for shopping in the City Mall.

Table 14

Si. no Particulars No. ofRespondents

Percentage

1 Location 31 31

2 Wide range of

brands

24 24

3 Ambience &Services

13 13

4 Price 23 23

5 Discount 9 9

67%

33%

1st Qtr

2nd Qtr


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Total 100 100

Reason for shopping in the City Mall.

Inference: 31% of respondents shop in city mall because of

location, 24% because of wide range of brand, and 13% because of

ambience & services, 23% because of price & 9% because of

discount.

31%

24%

13%

23%

9%

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

5th Qtr


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5. Facts & Findings

Major findings of the research are:

Most of the respondents came to know about mall through friends /

relatives.

Most of the respondents rated the services & facilities as excellent.

Maximum footfall is on weekends.

Brands and trends attract people toward malls.

Parking is the major problem on weekends.

Most of the Customers are targeted by almost all the segments of

the society with theirUSP being Price benefit customer require all

the stores in Prime Location.

Every outlet of city mall have motivated and trained sales force.

Customers like large variety of products are available ranging from

clothes, food items, electronic goods etc.

Staffs are provided constant training for various peculiarities of

customer behaviour.

Consumers are interested to purchase those products which has

discount price.

Not much difference in the Layout of the floor designs in the various

branches.

They try to maintain a similarity to maintain comfort levels of

customers. Habits of consumers are affected by Word of Mouth

Customers visit mall regularly.

Most of the respondents make their purchases weekly, monthly &

occasionally.


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Most of the customer still prefers to buy from unorganized market

as they are located in customers residential area.

Most of the respondents have mentioned that location, wide range

of brands & price schemes are main reason for shopping in the city

mall.

Location and ambience is rated as strongly agree by majority of the

respondents in terms of attributes such as mall location is

convenient, mall looks modern & well equipped, ambience is

appealing.

It is found that the most of the respondents has rated as excellent

for the quality. Some of the respondents said good and fair.

Service attributes has been rated very satisfied by most of the

respondents. Some of the respondents have rated satisfied for the

service attributes. Few of the customers felt dissatisfied with

attributes such as post sales problems solved immedidetly and

parking is sufficient.

Most of the respondents are of the opinion that very much satisfied

with shopping at mall.


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SWOT

6.1 Strengths:

Increase Convenience of Shopping through mall

Mall provide quality goods and services

Mall offers a safe and secure shopping environment

Mall provides a wider range of goods and services locally Mall focus on entertainment, restaurants, convenience etc.

Expansion opportunities for mall

High representation and commitment of nationals

Provision of public transport facilities for mall

Increased consumer volume towards mall

Increased safety & security in mall

Availability of stock in mall

6.2 Weaknesses:

Increased level of competition

Price competitiveness

Product duplication

6.3 Opportunities:

Consumer Elasticity towards mall

Growth in household income

Provision of lower priced products and services to the mass

consumers by mall

Government support to mall


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Network opportunities for mall

Mall provides business premises at affordable levels

Increased consumer confidence towards mall

6.4 Threats:

Increase in crime

Lack of community support towards mall

Lack of local government support towards mall

Wrong location


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7. CONCLUSIONS

After conducting the survey and analysis the data collected, it can

be concluded that:-

Service & facilities provided needs improvement.

Need of improvement in feedback communication.

There is a need for the adoption of innovative tools and techniques.

Customer service is all about the customers perception. You have

to do more than just get the job done.


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8. Recommendation & Suggestions

General suggestions for improving customer satisfaction to be

followed by the organization to be really successful in exploiting the

fullest potential of their employees are as follows:

Improve customer service in all respects Resolve day to day problem quickly

To highlight problem and record the solution

Needs improvement in services & facilities provided

Communication and coordination should be more effective

Surprise your customers with unexpected value. If you sell

products, include an "unadvertised bonus" with every order. If you

sell services, get into the habit of doing something extra for everycustomer or client without charging for it.

Convert your customers into publicity agents. Develop an incentive

for them to tell associates and friends about the value of mall. An

endorsement from them is more effective than any amount of

advertising-and it is much cheaper.

The people visiting the store should be encouraged to visit the mall

again and again. So it is necessary to delight the shoppers with the

shopping experience.


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9. Appendix

1. Through which media you come to know about city mall? [ ]

(a) Television (b) Print/Magazine

(c) Friends/Relatives (d) Hoardings

(e) Other

2. Do you visit mall? [ ]

(a) Yes (b) No

3. What is your age? [ ]

(a) 15-25 (b) 26-35

(c) 36-45 (d) 46 & above

4. What is your occupation? [ ]

(a) Business (b) Employee

(c) Student (d) Professional

(e) Other

5. What is your income? [ ]

(a) Less than 5000 (b) 5000-10000(c) 10000-15000 (d) 15000 & above

6. Do you purchase regularly from mall? [ ]

(a) Yes (b) No


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7. What is your frequency of visiting city mall? [ ]

(a) Occasionally (b) Weekly

(c) Monthly (d) Daily

8. Do you prefer unorganized market or city mall? [ ]

(a) Unorganized market (b) City mall

9. What is your purpose of visiting city mall? [ ]

(a) Shopping (b) Entertainment

(c) Restaurant

10. Are you satisfied with the pricing schemes of city mall? [ ]

(a) Yes (b) No

11. Does location of city mall affect your decision? [ ]

(a) Yes (b) No

12. What is the main drawback of the city mall? [ ]

(a) Expensive (b) Parking facility

(c) Weekend rush (d) Other factors

13. Do you prefer price or quality of city mall? [ ]

(a) Price (b) Quality

14. What is your reason for shopping from city mall? [ ]

(a) Location (b)Wide brands

(c) Ambience (d) Price schemes

(e) Discount


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10. Bibliography

Title Author

1. Marketing Management Philip Kotler2. Marketing An Introduction Gary Armstrong &

Philip Kotler

Magazine & Journal:

1. Business World

2. Economic Times

Websites:

1. WWW.Retail India.com

2. WWW.Google.com

customer satisfaction project.docx

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