A Summer Training Project On CITY MALL Pandya Group

“Customer Satisfaction”
Submitted in partial fulfillment for the Award of degree of Master of Business Administration

Submitted by: Poorva Chaudhary MBA Part II

Submitted to: Priya Mam

Year 2012 - 2013

Company Certificate

Faculty Certificate



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 the report 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

Executive Summary .

The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. build product demand through retail promotions. is a reseller of products obtained from others. accounting for over 10 per cent of the country GDP and around 8 per cent of the employment. and then sells these directly to consumers. the organization. where one organization buys products from supplying firms or manufactures products themselves.1 What is retailing? Retailing is a distribution channel function. The total concept and idea of shopping has undergone an attention drawing change in terms of format and consumer . However. 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. Industry Profile 1. In majority of retail situations. and provide consumer feedback to the product marketer. suppliers get an opportunity to reach their target market.1. are able to purchase small quantities of an assortment of products at a reasonably affordable price. Consumers. and not the product manufacturer.2 Introduction The India Retail Industry is the largest among all the industries. from whom a consumer buys. some manufacturers do operate their own retail outlets in a corporate channel arrangement. for instance. Retailers offer many benefits to suppliers and customers as resellers. 1. Similarly. The India Retail Industry is gradually inching its way towards becoming the next boom industry.

A large young working population with median age of 24 years. The Indian retail sector is estimated at around Rs 900. which in turn will help the India Retail Industry to grow faster. The Mobile phone Retail Industry in India is already a US$ 16. The growth pattern in organized retailing and in the consumption made by the Indian population will follow a rising graph helping the newer businessmen to enter the India Retail Industry.000 crore. 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. entertainment and food all under one roof. ushering in a revolution in shopping in India. growing at over 20 per cent per year. The Food Retail Industry in India dominates the shopping basket. 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. with the government policies becoming more favorable and the emerging technologies facilitating operations. of which the organized sector accounts for a mere 2 per cent . The future of the India Retail Industry looks promising with the growing of the market.3 The Indian retail scene India is the country having the most unorganized retail market. nuclear families in urban areas. multi-storied malls and the huge complexes that offer shopping. Modern retailing has entered into the Retail market in India as is observed in the form of bustling shopping centers.7 billion business.buying behavior. Indian retail is expected to grow 25 per cent annually. 1.

office equipment stores and home/building construction stores. every-day-low-price stores. Today the organized players have attacked every retail category. supermarkets. . Shoes. Cosmetics. Watches. The emphasis here is on retail as a brand rather than retailers selling brands. In their preparation to face fierce competitive pressure. self-service music stores. to communicate quality as well as value for money. A number of large corporate houses have already made their foray into this arena. Food and even Jewelers. computers and peripherals stores. Sustainable competitive advantage will be dependent on translating core values combining products. The Indian retail scene has witnessed too many players in too short a time. diversify and introduce new formats have to pay more attention to the brand building process. Indian retailers must come to recognize the value of building their own stores as brands to reinforce their marketing positioning. or having a well thought out branding strategy.indicating a huge potential market opportunity that is lying in the waiting for the consumer-savvy organized retailer. There is no doubt that the Indian retail scene is booming. Purchasing power of Indian urban consumer is growing and branded merchandise in categories like Apparels. image and reputation into a coherent retail brand strategy. crowding several categories without looking at their core competencies. The focus should be on branding the retail business itself. Beverages. new age book stores. 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. with beauty and health stores.

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. entertainment and food all under one roof. Accounting for over 10 per cent of the country’s GDP and around eight per cent of the employment retailing in India is gradually inching its way toward becoming the next boom industry. 1.4 Strategies Trends & Opportunities Retailing in India is gradually inching its way toward becoming the next boom industry. one of India’s largest industries. The Indian population is witnessing a significant change in its demographics. multi-storied malls and huge complexes offer shopping. the prospects of both the sectors are mutually dependent on each other. .1. ushering in a revolution in shopping in India. has presently emerged as one of the most dynamic and fast paced industries of our times with several players entering the market. The whole concept of shopping has altered in terms of format and consumer buying behavior. Modern retail has entered India as seen in sprawling shopping centers.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. A large young working population with median age of 24 years. Retail. 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.

Apparel & Accessories. along with increasing working-women population and emerging opportunities in the services sector. supermarkets and specialty stores. hypermarkets. 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. multiplex. Appliances. the concept of shopping has altered in terms of format and consumer buying behavior. ushering in a revolution in shopping in India. In India. 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 . the Tier II . Electronics. Home & Office Products. Cosmetics and Toiletries. Travel and Leisure and many more. hefty pay packets. When it comes to development of retail space specially the malls.As the contemporary retail sector in India is reflected in sprawling shopping centers. With this the retail sector in India is witnessing rejuvenation as traditional markets make way for new formats such as departmental stores. entertainment and food all under one roof. nuclear families in urban areas. The retailing configuration in India is fast developing as shopping malls are increasingly becoming familiar in large cities.malls and huge complexes offer shopping.

India’s vast middle class and its almost untapped retail industry are key attractions for global retail giants wanting to enter newer markets.cities are no longer behind in the race. 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. The organized retail sector is expected to grow stronger than GDP growth in the next five years driven by changing lifestyles. Raymond's.  Textiles sector with companies like Bombay Dyeing. 1. If development plans till 2007 is studied it shows the projection of 220 shopping malls. burgeoning income and favorable demographic outline. Even though India has well over 5 million retail outlets. 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 . This presents international retailing specialists with a great opportunity.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. the country sorely lacks anything that can resemble a retailing industry in the modern sense of the term.

etc. home. Variety and Volume  Expanding target consumer segment: The Sachet revolution example of reaching to the bottom of the pyramid.00. toys.000 sq ft to 7. These stores today contribute to 30% of all food . groceries.  Post 1995 onwards saw an emergence of shopping centers mainly in urban areas. ft. They lend an ideal shopping experience with an amalgamation of product. catering to a variety of consumer needs. Further classified into localized departments such as clothing.Value.7 Retailing format in India Malls: The largest form of organized retailing today. 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 . Located mainly in metro cities.000 crore 1. service and entertainment. Hyper marts/Supermarkets: Large self-service outlets.000 sq ft and above. Ranges from 60. all under a common roof.  At year end of 2000 the size of the Indian organized retail industry is estimated at Rs. catering to varied shopper needs are termed as Supermarkets. Department Stores: Large stores ranging from 20000-50000 sq. The latter half of the 1990s saw a fresh wave of entrants with a shift from Manufactures to Pure Retailers. 13. Departmental Stores are expected to take over the apparel business from exclusive brand showrooms. These are located in or near residential high streets. in proximity to urban outskirts.

000 sq ft and large supermarkets ranging from of 3. seven days a week. feet located near residential areas.000 sq. having a strong focus on food & grocery and personal sales. Convenience Stores: These are relatively small stores 400-2.8 Recent Trends  India is rated the fifth most attractive emerging retail market: a potential goldmine. Super Markets can further be classified in to mini supermarkets typically 1.  More successful in cities in the south and west of India.  o o o o    Multiple drivers leading to a consumption boom: Favorable demographics Growth in income Increasing population of women 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 doubleincome households.500 sq ft to 5.  Rural markets emerging as a huge opportunity for retailers reflected in the share of the rural market across most categories of consumption . They stock a limited range of high-turnover convenience products and are usually open for extended periods during the day.000 sq ft to 2.grocery organized retail sales.000 sq ft. Reasons range from differences in consumer buying behavior to cost of real estate and taxation laws. Prices are slightly higher due to the convenience premium 1.

reflecting their desires and aspirations. As the Indian consumer evolves they expect more and more at each and every time when they steps into a store. It’s about casting customers in a story. who are characterized by use of modern management techniques. retailing is about so much more than mere merchandising. of which organized retailing makes up a paltry 3 percent or US$ 6.4 billion. Retailing in India is currently estimated to be a US$ 200 billion industry. organized retail is projected to reach US$ 23 billion. However. and forging long-lasting relationships. Challenges to the manufacturers and service providers would abound when market power shifts to organized retail. For retail industry in India. Today.9 Challenges & Opportunities Retailing has seen such a transformation over the past decade that its very definition has undergone a sea change. things have never looked better and brighter. 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. an aspiration and above all an experience that a consumer would like to repeat. Retail today has changed from selling a product or a service to selling a hope. manufacturers and service providers will also increasingly face a host of specialist retailers. backed with seemingly unlimited financial resources. IT is a tool that has been used by retailers to radically change buying behavior across the globe. . By 2010. Organized retail appears inevitable. 1. No longer can a manufacturer rely on sales to take place by ensuring mere availability of his product.

10 Conclusion The retail sector has played a phenomenal role throughout the world in increasing productivity of consumer goods and services. The Retail Industry in India has come forth as one of the most dynamic and fast paced industries with several players entering the market. accounting for over 10 per cent of the country’s GDP and around 8 per cent of the employment. The India Retail Industry is gradually inching its way towards becoming the next boom industry. The India Retail Industry is the largest among all the industries. 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. . 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.1.

If we define the customer satisfaction we can say “a qualitative measure of performance as defined by customer.2. .” This paper has been under taken to study of customer perception about shopping malls and suggesting way to improve its market share in sales through customer perception about private labels. considering requirement of both quality and service. which meet their basic requirements and standard. 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. Project Profile The paper is intended to provide information about Customer satisfaction level with the City Malls of Kota.” Customer satisfaction is defined as “measure or determination that a product or services meet a customer’s expectation.

marketing is only one factor in attracting and keeping customers. not just product engineering. Today’s companies are facing their toughest competition ever. 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. first the company can increase customer satisfaction by lowering its . These companies can outdo their competition if they can move from product and sales philosophy to a marketing philosophy.3. all other factors remaining more or less constant. They are skilled in market engineering. the company draws the conclusion that its marketing people aren’t very good. its main goal is to maximize customer satisfaction. We spell out in detail how companies can go about winning customers and outperforming competitors. But in fact. Although the customer oriented firms seek to create high customer satisfaction. If that department cannot. The answer lies in doing a better job of meeting and satisfying customers’ needs. INTRODUCTION Customer is the king. Too many companies think that it is the marketing/sales department’s job to procure customers. The best marketing department in the world cannot spell products that are poorly made or fail to meet anyone’s need. this is all the more apt for today's business environment where. Only customercentered companies are adept at building customers. not just building product. it is the value addition to the customer that is making all the difference.

they form an expectation of value and act on it. but results may be lower profits second the company might be able to increase prices. dealers. Consumers make choices based on their perception of the value and satisfaction that various products and services deliver. But today’s customers face a vast array of product and brand choice prices and suppliers. whether or not the offer lives up to the value expectations affects customer’s satisfaction and their repurchase probability. mobility income. The key is to match customer expectations with company performance.prices. the customer is satisfied. From the past studies of last three decades we observed that the company’s first task is to create and satisfy customers. the customer is highly satisfied or delighted outstanding marketing insurance companies go out of their way to keep their customer satisfied. Consumers usually face a broad array of products and services that might satisfy a given need. It is generally believed that customers estimate which offer will deliver the most value customers are like value maximizes. . Third the company has many stakeholders including employees. If preference matches expectations. Satisfied customers make repeat purchases in of products and tell other about their good experiences with the product. the customer is dissatisfied. within the bounds of search costs and limited knowledge. 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. If preference is exceeds expectation. suppliers and stock holders spending more to increase customer satisfaction might divert funds from increasing the satisfaction of other partner. Customer satisfaction depends on the product’s performance relative to a buyer’s expectation.

there are three types of approaches in studying consumer decision-making styles: the psychographic / lifestyle approach. A consumer decision making (CDM) style is “a mental orientation characterizing a consumer’s approach to choices”. When you routinely ask the customers for feedback and involve them in business they. Broadly speaking. Satisfied customers buy again and tell others about their good experiences dies-satisfied customer’s of ten switches to competitors and disparage the products to others. the consumer typology approach. and the consumer .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. Whether to improve an existing product or service or whether firms are planning to launch something new. the opinion of friends and marketer and competitor information and promises. Customer satisfaction is a key influence on future buying behaviour. Customers are the best source of information. become committed to the success of your business. Customer satisfaction with a purchase depends on how well the product’s performance lives up to the customers’ expectations. which identifies hundreds of characteristics related to consumer behavior. Customer expectations are based on past buying experiences. There is no substitution for “getting it from horse’s mouth” When you talk to your customer directly. in turn. which classifies consumers into several types. to increase your odds for achieving success you “mistake -proof” your decisions and work on what really matters.

proper design tells him how he should go. To make company's aware about the dissatisfaction part of their customers. 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.characteristics approach. To find out the most prominent area of dissatisfaction. which focuses on different cognitive dimensions of consumer’s decision-making 4. The researcher has to think about what procedure and techniques should be adopted in the study. He should arrive at the final choice by seeing that the methodology chosen for project is indeed the best one. when compared with others. Selection of methodology for a particular project is made easy by sorting out a number of alternative approaches. 4. Therefore. Efficient design is that which ensure that the relevant data are collected accurately. Scientific planning of designing of research method is a blue print for any research study. To collect and evaluate ideas/views and expectations of the customers for the improvement in performance. each of them having its own advantage and disadvantages. RESEARCH METHODOLOGY The quality and reliability of research study is dependent on the information collected in a scientific and methodological manner.1 OBJECTIVESS OF STUDY:     The main objective of the study is to find out the level of satisfaction among the customers. .

less skilled interviewers can be used resulting in lower cost per interview. Structured direct interview is a formal questionnaire (i. systematic approach to be the formulation. Its advantage is that. Thus it is an organized. 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 people’s knowledge.   To enhance the communication & co-operation between the company and their customers.e. attitudes and buying behaviour. To find out which sales promotion tools will increase the sales To know the features that attracts the customer 4. This type of interview is referred to as “Structured survey”. 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.2 RESEARCH DESIGN: Research design is the first and foremost step in methodology adopted and undertaking research study. In survey method the data collection is through structured direct interview. 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. It is overall plan for the collection and analysis of data in the research project. It gives standardized .

5 Sample size: Samples are devices for learning about large masses by observing a few individuals. the research obtains information from the respondents by interviewing them. Surveys are best suited for getting primary data. A Random sample is one where each item in the universe has as an equal chance of known opportunity of being selected.6.3 Survey method: A Survey is a complete operation.6 Methods of Sampling 4. which requires some technical knowledge Survey methods are mostly personal in character. 4.This small group should be emanative cross section and really “representative” in character.1 Random sample method: The method adopted here is random sampling method. 4. 4. .4 Sampling: It is not always necessary to collect data from whole universe. 4. The selected sample is 100. This selection process is called sampling. A sample means a small group taken in a large lot.information and hence editing. A small representative sample may serve the purpose. tabulating and analyzing of the data are more easily done. This small group taken in a large lot .

Collection of data: One of the important tools for conduction market research is that availability of necessary and useful data. these records provide sample information which an organization usually keeps collection in its working. reports etc.6. Date collection is more of an art than a science. the organization will have to depend on external sources.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. The researches collect this data to study a particular problem. Here the primary data is data collected through questionnaire by directly meeting the customers . External sources: When internal records are insufficient and required information is not available. Questionnaire is commonly used in securing marker information that its preparation deserves utmost skill and care.3. The sources of information fall under two categories: Internal sources: Every company has to keep certain records such as accounts. 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 methods of marketing research are in a way the methods of data collection.

3. in the same way no study can be considered as fully reliable at one glance. The research was limited only to the Kota city so the result can’t be generalized to the whole market. The sample taken for research was concerned only for 100 customers rather than millions of customers. It will help the mall to evaluate strength and weakness. pamphlets.. 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. There are a number of uncontrollable factors acting as limitations in conducting the study.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. 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. . which is collected from the published sources i. not originally collected of the first rime is called secondary data. This study will also reveal the customers attitude towards mall.e.b) Secondary Data: The data.8 Limitations of the study: As no person is perfect in this world. 3. Here the secondary data is data collected from the company’s brochures. catalogues and the website. Since the project has to be completed within a short period of time the information collected could be biased.

Respondents in some department gave biased responses for fear of their position in the company. 4. Analysis & Interpretation 1.availability of secondary data compelled me to start from the very minute information. .  Non . This may have influenced the results. Through which media customer came to know about mall.  Some people at top level were afraid and showed complete reluctance to give responses to some questions.

10%respondents came to know through others. 37% respondents came to know through friends / relatives. . 23% respondents came to know through print media. 7% respondents came to know through hoardings. of respondents 23 23 37 7 10 100 Percentage 23 23 37 7 10 100 Type of Media 40 35 30 25 20 15 10 5 0 No. of respondents Percentage Inference: 23% respondents came to know through television.Table 1 Sl. No 1 2 3 4 5 Type of media Television Print Media Friends/Relatives Hoardings Other Total No.

No 1 2 3 4 Ratings Excellent Good Satisfactory Poor Total No of respondents 17 12 10 0 39 Percentage 43 35 22 0 100 Ratings of mall services & facilities. Table 2 Sl.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 3 Si . The age group of the customers. 3. of respondents 31 51 31 4 100 Percentage 31 51 31 4 100 . 35% of customers rated good & 22% customers rated satisfactory.50 45 40 35 30 25 20 15 10 5 0 No of respondents Percentage Inference: 43% of customers rated excellent.no 1 2 3 4 Age group 15-25 26-35 36-45 46 and above Total No.

60 50 40 30 20 10 0 15-25 26-35 36-45 46 and above No.Age Group of customers. Table 4 Si. no 1 2 3 4 5 Occupation Business Employee Student Professional Others No. The occupation of respondents. of respondents Percentage 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. of Respondents 39 34 13 11 3 Percentage 39 34 13 11 3 .

11% respondents are professionals. The income group of the respondents Table 5 Sl . 3% respondents are other. 34% respondents are employees.no Income group No .13% respondents are students. of Respondents Percentage Inference: 39% respondents are businessmen.Total 100 100 Occupation of Respondents 45 40 35 30 25 20 15 10 5 0 No.of respondents 1 Less than 25 25 Percentage . 5.

500010000.5000/. .13% respondents ate in the income group of Rs 15000 and above. 1000015000.5000 2 3 4 5000-10000 10000-15000 15000 and above Total Income Group of Respondents 50 45 40 35 30 25 20 15 10 5 0 45 17 13 45 17 13 100 100 No .17% respondents are in the income group of Rs.of respondents Percentage Inference: 25% respondents are in the income group of less than Rs.45% respondents are in the income group of Rs.

of respondents 1 2 Yes No Total 70 30 100 70 30 100 Percentage Regular purchases by customer in mall 30% 70% .6. Regular purchases from mall.no Particulars No . Table 6 Sl .

no Particulars No . Table 7 Sl .Inference: 70% purchases regularly from mall & 30% does not purchase regularly. 7. Frequency of purchases by respondents from mall.of respondents 1 2 3 4 Occasionally Weekly Monthly Daily Total 33 31 36 00 100 33 31 36 00 100 Percentage Frequency of purchases by respondents from mall .

8.no Particulars No .36 33 1st Qtr 2nd Qtr 3rd Qtr 31 Inference: 33% of respondents made purchases from mall on occasion basis. Table 8 Sl . Customer preference for shopping. 33% made purchases on weekly basis & 36% made purchases on monthly basis.of respondents 1 Unorganized market 2 Mall Total 40 100 40 100 60 60 Percentage .

40% 1st Qtr 2nd Qtr 60% Inference: 60% of respondents prefer unorganized market for shopping & 40% of respondents prefer mall for shopping.no Particulars No . Table 9 Sl . 9. Purpose for visiting City mall.Customer preference for shopping.of respondents 1 2 3 Shopping Entertainment Restaurant 46 38 16 46 38 16 Percentage .

16% 1st Qtr 46% 2nd Qtr 3rd Qtr 38% Inference: 46% respondents visit city mall for shopping.Total 100 100 Purpose for visiting City mall. 38% respondents visit mall for entertainment & 16% respondents visit mall for restaurants. 10. . Respondents satisfied with the pricing schemes at city mall.

33% 1st Qtr 2nd Qtr 66% Inference: 66% respondents are satisfied with the pricing schemes at city mall & 33% respondents are not satisfied with the pricing schemes at city mall. Table 11 .Table 10 Sl .no Particulars No .of respondents 1 2 Yes No Total 66 33 100 66 33 100 Percentage Satisfied with the pricing schemes. 11. Location of city malls affects respondent’s decision.

Sl .no Location affects No .of respondents 70 30 100 Percentage 1 2 Yes No Total 70 30 100 Location affects respondent’s decision. 12. Rating of respondents for drawbacks of city mall. 30% 1st Qtr 2nd Qtr 70% Inference: 70% respondents said that location of city mall affects their decision & 30% respondents ignore the location problem. Table 12 .

no Drawback in mall No .Sl .of respondents 12 16 32 Percentage 1 2 3 Expensive Parking facility Weekend Rush 12 16 32 4 Others Total 40 100 40 100 Rating of respondents for drawbacks of city mall .

13. Table 13 Sl .of respondents 1 2 Price Quality Total 67 33 100 67 33 100 Percentage . 16% parking facility.12% 40% 16% 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 32% Inference: Respondents rated 12% expensive.no Particulars No . 32% weekend rush & 40% other factors as main drawback of city mall. Customer thinks about quality or price of mall.

of Respondents 31 24 13 23 9 Percentage 31 24 13 23 9 . Respondents reason for shopping in the City Mall.Customer preference to quality or price 33% 1st Qtr 2nd Qtr 67% Inference: 67% respondents said that when they think about City Mall they think about price. no 1 2 3 4 5 Particulars Location Wide range of brands Ambience & Services Price Discount No. 14. Table 14 Si. 33% respondents said that they think about quality.

23% because of price & 9% because of discount. . 24% because of wide range of brand. and 13% because of ambience & services. 9% 31% 23% 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 5th Qtr 13% 24% Inference: 31% of respondents shop in city mall because of location.Total 100 100 Reason for shopping in the City Mall.

Most of the respondents make their purchases weekly. Maximum footfall is on weekends. Parking is the major problem on weekends. They try to maintain a similarity to maintain comfort levels of customers. Facts & Findings Major findings of the research are:       Most of the respondents came to know about mall through friends / relatives. Consumers are interested to purchase those products which has discount price. electronic goods etc. . Not much difference in the Layout of the floor designs in the various branches. food items. monthly & occasionally.          Every outlet of city mall have motivated and trained sales force. Customers like large variety of products are available ranging from clothes. Staffs are provided constant training for various peculiarities of customer behaviour. Most of the Customers are targeted by almost all the segments of the society with their USP being “Price benefit” customer require all the stores in Prime Location. Brands and trends attract people toward malls.5. Most of the respondents rated the services & facilities as excellent. Habits of consumers are affected by Word of Mouth Customers visit mall regularly.

Most of the respondents have mentioned that location.  Location and ambience is rated as strongly agree by majority of the respondents in terms of attributes such as mall location is convenient. .   It is found that the most of the respondents has rated as excellent for the quality. Few of the customers felt dissatisfied with attributes such as post sales problems solved immedidetly and parking is sufficient. Service attributes has been rated very satisfied by most of the respondents. ambience is appealing. wide range of brands & price schemes are main reason for shopping in the city mall. Some of the respondents have rated satisfied for the service attributes. mall looks modern & well equipped.  Most of the customer still prefers to buy from unorganized market as they are located in customer’s residential area. Some of the respondents said good and fair.  Most of the respondents are of the opinion that very much satisfied with shopping at mall.

restaurants.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.SWOT 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 . 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. convenience etc.

   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 .

Customer service is all about the customer’s perception. CONCLUSIONS After conducting the survey and analysis the data collected. .7. You have to do more than just get the job done. There is a need for the adoption of innovative tools and techniques. Need of improvement in feedback communication. it can be concluded that:    Service & facilities provided needs improvement.

8. If you sell products. include an "unadvertised bonus" with every order.  The people visiting the store should be encouraged to visit the mall again and again. get into the habit of doing something extra for every customer or client without charging for it. So it is necessary to delight the shoppers with the shopping experience. .  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. 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 services.

What is your age? (a) 15-25 (c) 36-45 (b) 26-35 (d) 46 & above [ ] 4. Do you visit mall? (a) Yes (b) No [ ] 3.9. Appendix 1. What is your occupation? (a) Business (c) Student (e) Other (b) Employee (d) Professional [ ] 5. Through which media you come to know about city mall? [ (a) Television (b) Print/Magazine (d) Hoardings ] (c) Friends/Relatives (e) Other 2. Do you purchase regularly from mall? (a) Yes (b) No [ ] . What is your income? (a) Less than 5000 (b) 5000-10000 (c) 10000-15000 (d) 15000 & above [ ] 6.

What is the main drawback of the city mall? (a) Expensive (c) Weekend rush (b) Parking facility (d) Other factors [ ] 13. Do you prefer price or quality of city mall? (a) Price (b) Quality [ ] 14. Does location of city mall affect your decision? (a) Yes (b) No [ ] 12. What is your purpose of visiting city mall? (a) Shopping (c) Restaurant (b) Entertainment [ ] 10. What is your frequency of visiting city mall? (a) Occasionally (c) Monthly (b) Weekly (d) Daily [ ] 8. Are you satisfied with the pricing schemes of city mall? (a) Yes (b) No [ ] 11. What is your reason for shopping from city mall? (a) Location (c) Ambience (e) Discount (b)Wide brands (d) Price schemes [ ] .7. Do you prefer unorganized market or city mall? (a) Unorganized market (b) City mall [ ] 9.

Business World 2.Retail India. WWW.Google. WWW.com .10.com 2. Bibliography Title 1. Marketing Management 2. Marketing An Introduction Author Philip Kotler Gary Armstrong & Philip Kotler Magazine & Journal: 1. Economic Times Websites: 1.

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