A PROJECT REPORT ON STUDY OF COSTUMER SATISFCTION TOWARDS SERVICES OF CENTRAL AT RAIPUR OUTLET TO SINHGAD INSTITUTE OF MANAGMENT IN PARTIAL FULLFILLMENT

OF 2 YEARS FULL TIME COURSE POST GRADUATE DIPLOMA IN MANAGEMENT SUBMITTED BY Robin Upadhyay
UNDER THE GUIDANCE OF PROF. GIRI R. L.

SINHGAD INSTITUTE OF MANAGEMENT VADGOAN, PUNE 411041

BATCH (2011-2013)

I, ROBIN UPADHYAY hereby declare that this report is the record of authentic work carried out by me during the academic year 2012 in CENTRAL FROM CITY CENTER MALL PANDRI, RAIPUR(C.G.).

ROBIN UPADHYAY Date: / / PGDM-3RD Sem. Sbs110924

CERTIFICATE

This is to certify that the Project Report titled CUSTOMERS SATISFACTION TOWARDS PRODUCT AND SERVICE OF CENTRAL is the bonafide work carried out by Mr ROBIN UPADHYAY Student of Post Graduate Diploma in Management (Marketing) of Sinhgad Institute of Management , Pune in Partial fulfilment of requirement for the Award of Degree of POST GRADUATE DIPLOMA IN MANAGEMENT.

He has worked under our guidance and direction. His work is found to be Satisfactory and Complete in all Respect.

Dr.Subhash D.Awale RAJU DIRECTOR (SIOM) GUIDE PLACE

GIRI PROJECT

ACKNOWLEDGEMENT

Success is a story and Failure is learning for this inspirational thought and for directing my endeavors towards the successful completion of the research project. I express my heartily gratitude towards my project guide Mr. Kumar Sourabh HR of Central from City Center Mall, Pandri, Raipur. It always the opportunity which enhances our skills and the research project is one such opportunity for which I express my nearest thanks to PROF.GIRI RAJU for his

Guidance and Cooperation extend my thanks to my faculties of PGDM, SIOM for their help, co-operation and encouragement
Finally I express my sincere thanks to parents friends and other people for providing their valuable opinions in the completion of the project.

ROBIN UPADHYAY Date: / / PGDM SIOM, PUNE

INDEX
S. No.
1.

CONTENTS
Introduction
Objective Study Scope Limitation

Page No.
1-4

2.

Organisation Profile
Definition of Customer Types of Customer Culture of Central Vision & Mission Structure Central Philosophy

5-19

20-31

3.

Conceptual Background
Customer Satisfaction Customer Service Department(CSD)

31-35

4.
5. 6.

Research Methodology 36-37 Data Presentation, Analysis & Interpretation 38-50 Finding, Suggestions &Conclusion

Annexure Bibliography

Appendices

OBJECTIVE: To analyze the behavior of the customers in Raipur CENTRAL. To find out consumer preferences with respect to brands, price, quality of service and store proximity with the help of primary data. To study the environment for apparels and fashion for customers in Raipur. To understand the buying patterns of the customers in Raipur.

SCOPE-

This study will help us to understand customers, preference and their needs expected from the business owners. This study will not

only help me as a student but it also assists to know the satisfaction level of the organization.

During the research period, especially in conducting, In spite of

declaring the research is for the academic purpose only, respondents were fear of responding:Respondents were unwilling to response. Some respondents didnt take the survey seriously. The survey was for a short period to carry out detailed study with almost precaution. Only 30 peoples were surveyed. Respondents were unable to talk about other companies. Very confusing answers were given by respondents.

INTRODUCTION OF CENTRAL:-

Central is a format of future group. In November 2010 central was launched in Raipur. Central has 500 brands. Central is a prestigious point to- Shop, Eat & Celebrate. Central is one shop fashion destination where all brands are available in one roof. Central provide their customer better way to chose & select as per their budget and requirement. Central very often arrange customer meet to overcome the problem of customer. Central very often provide loyalty program ,Pay back card is one of them. Central maintain good relation with employee as well as customer.

Weekends at Central:Key highlights of weekends at Central-Since weekends contribute to 50% of the store sales, weekends offer a lot of value additions to consumers. These include Weekend flea market Kids weekend initiatives Buzzer rounds Highest shopper wins instant gifts Movie weekends Live DJ on weekends Tarot card reading, mehendi artist, pottery artist & more

Tarot card reading

Mehendi artist at work

Value added services:ObjectiveTo provide value addition to the shopping experience at Central thereby creating a differentiation for the brand.

Services include:-

Beauty Central:

Gift Central:-

Wi-Fi Central:-

Radio Central:DJ Central:-

Central Today:-

18 STORES: Bangalore Central (2 stores) Hyderabad Central Pune Central (2 stores) Vadodara Central Mumbai (4 stores) Goregaon Central, Vashi Central , Sobo Central & Thane Central Gurgaon Central Indore Central Ahmedabad Central Visakhapatnam Central Jaipur Central Raipur Central Nasik Central

Role of Marketing at Central:A marketing manager has to do many works. And I have also done these all work and every day I was following this......

Print Media Outdoor Radio Events and Promotions Corporate Branding GV Sales Customer Database

Celebrations Walk-ins Customer Experience and Retention Categories Initiatives Additional Income

RETAIL MARKETING:Future Group is Connecting the Youth of India, As modern retail drives fresh demand and consumption in new categories, our strategy is based on a deep understanding of Indian consumers, the products they want, and making these products available in every city, in every store format. Future Group offers innovative offerings at affordable prices tailored to the needs of every Indian household.

Pioneers in the Indias retail space, our formats are household names in more than 85 cities and 60 rural locations across the country Our stores cover around 15 million square feet of retail space and attract around 220 million customers each year Pantaloon Retail (India) Limited focuses on the lifestyle retail segment led by the Pantaloons and Central formats Future Value Retail focuses on the value retail segment through the Big Bazaar, Food Bazaar and KBs Fairprice formats

DEFINITION OF CUSTOMER:An individual who buy products and services to satisfy his/her wants or to fulfill his/her Needs is known as Customer. In general term:- A party that receives or consumes products (good or services) and has the ability to choose between different products and suppliers.

TYPES OF CUSTOMER VISITING IN CENTRAL:-

LOW LEVEL

MIDDLE LEVEL

HIGH LEVEL

CULTURE OF CENTRAL :-

Culture of central is to increase the level of satisfaction among Customers and to transform them or convert them as a regular Customer.

Brief Introduction of the Company.

Future Group makes every effort to delight its customers, tailoring store formats to changing Indian lifestyles and adapting products and services to their desires. We operate some of Indias most popular retail formats. Across value and lifestyle segments, our multi-format retail strategy caters to the complete consumption needs of a wide cross-section of Indian consumers.

CENTRAL IDENTITY:Central is synonymous with the heart, the hub, the nerve centre where people from all walks of life are drawn naturally to shop, eat, celebrate. A play full logo with a base l line that captures. The essence of the offering (the 3 pillars) Central is a lifestyle retail brand that pioneered the concept of seamless shopping in the country Central is built of the 3 pillars of shop, eat & celebrate! The store design, the product mix and the experience stays true to this promise

Central is a 500/- brand Central today has 18 stores in the country with presence in Bangalore, Hyderabad, Pune (2 stores), Mumbai (3 stores), Vadodara, Gurgaon & Indore, Central is always buzzing with promotions, events, weekend excitement & a whole lot more for consumers

COMPETATIVE ADVANTAGE:

Larger wallet share due to larger offering in a seamless environment product categories, group partners like Pan foods, e zone, Food bazaar, Home Town, Star & Sitara, Depot & more that maximizes wallet share of the consumer.

Brand relationship based on collaborative partnership. Wholesome brand experience in store that reflects the brand personality as in an EBO.

Youth full place Central is very youthful, buzzing and alive. Whereas Shoppers is seen as a fuddy-duddy brand and Lifestyle is seen as a brand largely for the indulgent shopper.

Always in the heart of the city and therefore a landmark destination in every city. Value added services.

VISSONFuture group shall deliver everything, everywhere, every time for every Indian consumer in the most profitable manner.

MISSION We share the vision and belief that are customers and stakeholders shall be served only by creating and executing future scenarios in the consumption, space leading to economic development.

We will be the trendsetters in evolving delivery formats, creating retail realty, making consumption affordable for all customer segments-for classes and for masses. We shall infuse Indian brands with confidence and renewed ambition. We shall efficient, cost-conscious and committed to quality in whatever we do.

STRUCTURE: Central philosophy Offering Store design Identity Target audience Positioning Personality Brand pillars Competitive advantage Campaigns & key properties communication & in store Weekends at Central Central philosophy Offering Store design Identity Target audience Positioning Personality

Brand pillars Central today Central growth

CENTRAL PHILOSOPHY: To give consumers an unobstructed experience to shop, eat, celebrate under one roof & to be seen as a community space by the consumers in every city To build & grow the brand through collaborative partnership with brand partners and creates a win-win business relationship. Seamless shopping that provides the ease of not having to step in & out of different outlets, whether it is to shop or eat or celebrate.

Central is a community space for activating community level initiatives like run for road safety, free sapling distribution for green environment, rallies & more that engage the local community at large & helps build a long term emotional connect with the consumers.

SNAPSHOTS OF THE OFFERINGS OF CENTRAL:1.Shop:2. Over 500 national & international brands 3. Product categories include apparel, footwear, eye wear, watches, cosmetics, fragrances, sports wear, hand bags, jewelry, accessories, toys / infant accessories & more 4. Partners like Food Bazaar, e zone, Home Town, Planet Sports, Liberation Zone etc complete the offering for consumer.

2. Eat:- Food court and fine dining.

3. Celebrate:Live DJ/ music, fashion shows, sweepstakes, weekend celebrations, value added services & more. In bigger stores multiplex offering is key to celebrations from a customer point of view.

Central store design: A seamless space (no boundaries). Very city centric (all stores are prefixed with city name and integrate with the local community at large with community initiatives). Warm & welcoming in store experience. Predominance of red house color. Maximizing productivity bring alive the EBO experience of the brand in store for a complete brand experience and maximum through puts. A vibrant faade.

TARGET AUDIENCE: Central is a melting point of people from all walks of life across all age groups. Central is about being a part of everyones celebrations no matter how big or small. The communication TG however is the trend aware, fashion conscious consumer who seeks a lot more from life in the 18 to 35 years age group.

POSITIONING:Central makes shopping a celebration..

You dont just shop at Central, you enjoy the ambience, the live DJ, the complimentary makeovers, the music, and the value added services, the food, the buzz . And all this makes shopping an enjoyable and memorable experience at Central.

PERSONALITY:-

Youthful, warm & vibrant.

BRAND PILLARS: Brand pillars give Central a competitive edge Product Store design Communication

 Experience People

Brand pillars product:

The place is the product:What we are: Vibrant Energizing Youthful Novel

BRAND PILLARS- communications:

What we are People (group) Happy Welcoming & approachable Active

What we are not Individual Passive.

Key properties & tactical campaigns: Happiness Sale Mens festival Womens festival Summer promotion Youth festival Shop & get gifted The Great Indian Shopping Festival French festival City specific properties Additional properties.

HAPPINESS SALE:

IN STORE CELEBRATIONS:

Shop & get gifted:-

In store experience:-

INTRODUCTION TO CUSTOMER SATISFACTION

Whether the buyer is satisfied after purchase depends on the offers performance in relation to the buyer expectation. In general satisfaction are a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance relation to his/her expectations. If the performance falls short of expectation, the customer is dissatisfied. If the performance matches the expectation customer is satisfied. If the performance exceeds the expectation the customer is highly satisfied. Customer satisfaction cannot be very difficult. After all you either satisfied with the services you receive or you are not. If you dont you are not. If it is that easy, thenobtaining people's opinion about how satisfied they are with relatively straightforward matter- or is it?. Customer satisfaction is a marketing tool and a definite value added benefit. It is often perceived by customers as important as the primary product or service your organization offers. It looks at what is involved from 3 different angles, the first is from the view of an organization wishing to understand, and measures, how satisfied its customer are with the products and services they receive from it. The second is from the perspective of our search agency that has been asked to obtain feedback from customers and about their experiences when dealing with companies. Finally it considers the issue from the perspective of consumers who participate in surveys, including both business customers and members of general public.

MEANING OF CUSTOMER SATISFACATION

Customer satisfaction is a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator with business. IN a competitive market place were businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy customer satisfaction drives successful private sector business. High performing businesses have developed principles and strategies for achieving customer satisfaction. This paper presents a framework or set of ideas for using customer satisfaction principles and strategies to improve the quality responsiveness, and possibility of public sector privately provided services in vulnerable communities. The framework suggested that resident who live in tough neighborhoods can be supported through customer satisfaction strategies to become empowered individuals Who informed perspectives influence decisions about what, how, when, and where services are available to them.

DEFINITION
Cadott, woodruff and Jenkins (1987) define customer satisfaction as

"Conceptualized as a feeling developed from an evaluation of the experience".

Here, the timing of satisfaction response is driving consumption. BUT there is general agreement with Kotler (2003) that

"Customer satisfaction is a person's feeling of pleasure or disappointment resulting from comparing a products perceived performance in relation to his or her expectation".
In short customer satisfaction is

"The provision of goods or services which fulfill the customer expectation in terms of quality and service, in relation to price paid

IMPORTANCE OF CUSTOMER SATISFACTION

IT costs at least 7 times more to source a new customer than it does to retain existing one. A 'satisfied' customer tells 5-7 people in a year whilst a 'dissatisfied' customer will tell1415 people. Companies can boost profits anywhere from 25% to 125% by retaining a mere 5%more of their exciting customers.

Totally satisfied customers were 6 times more likely to use that services and commend it than ' satisfied' customers. Customers who have a bad experience with you and do not complain are only 37%likely to still do business with you.

EXPECTATIONS AND CUSTOMER SATISFACTION Expectations are beliefs (likelihood or probability) that a product/service (containing certain attributes, features or characteristics) will produce certain outcomes (benefitsvalues) given certain anticipated levels of performance based on previous affective, cognitive, and behavioral experiences. Expectations are often seen as related to satisfaction and can be measured as follows: 1. Value of the product/service fulfilling the expectation. 2. OVERALL AFFECTSATISFACTION EXPECTATIONS: The liking/disliking of the product/service. 3. FULFILLMENT OF EXPECTATIONS: The expected level of performance vs. the desired expectations. This is Predictive Fulfillment and is a respondent specific index of the performance level necessary to satisfy. 4. EXPECTED VALUE FROM USE: Satisfaction is often determined by the frequency of use. If a product/service is not used as often as expected, the result may not be as satisfying as anticipated.

Customer Satisfaction in 7 Steps

1. Encourage Face-to-Face Dealings :This is the most daunting and downright scary part of interacting with a Customer, If you're not used to this sort of thing it can be a pretty nerve-wracking

Experience Rest assured, though, it does get easier over time. It's important to meet your customers face to face at least once or even twice during the course of a project. 2. Respond to Messages Promptly & Keep Your Clients Informed :This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers' queries within the space of a few hours, but at least email or call them Back and let them know you've received their message and you'll contact them about it as soon as possible Even if you're not able to solve a problem right away, let the Customer knows you're working on it. 3. Be Friendly and Approachable

A fellow Site Pointer once told me that you can hear a smile through the Phone This is very true. It's very important to be friendly, courteous and to make your Clients feel like you're their friend and you're there to help them out. 4. 4. Have a Clearly-Defined Customer Service Policy This may not be too important when you're just starting out, but a clearly Defined customer service policy is going to save you a lot of time and effort in the Long run. If a customer has a problem, what should they do? If the first option doesn't work, then what? Should they contact different people for billing and technical Enquiries? If they're not satisfied with any aspect of your customer service, who Should they tell? There's nothing more annoying for a client than being passed from Person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site -- and anywhere else it may be useful. 5. 5. Attention to Detail (also known as 'The Little Niceties') Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time Consuming and aren't always cost effective, but remember to do them. Even if it's as small as sending a Happy Holidays email to all your customers, Its something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued.

6. 6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship.

7. 7. Honor Your Promises It's possible this is the most important point in this article. The simple message: when you promise something, deliver. Clients don't like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors don't always deliver on time. In this case a quick apology and assurance it'll be ready ASAP Wouldnt go a miss.

Central have a (CSD) customer service department: CSD has a face of Central. To solve quarries of employee as well as customer. CSD never say no to their customer. CSD is a responsible for all the happenings in the central. All the internal and external communication and promotion are done by CSD.

Lost and found is track by CSD. All the extra perquisites are provided to the customer through CSD Like: - Medical, umbrella, stretcher, mother feeding room facilities etc. Gift wrapping, alteration & music also done by CSD. To add and redeem the pay back card is done by CSD.

RESEARCH METHODOLY:-

It is the science, which tells the method for doing research; it mainly consists of following main steps:
1) Developing Research Design. 2) Determine the data collection method. 3) Developing a sampling plan. 4) Conducting fieldwork.

RESEARCH DESIGNA research design is a preconceived scheme or blue print followed in completion of the formal investigation. It provides the framework within which the researcher is to work. The formulation of sound research design is dependent on the problem identified. It mainly calls for decision on research approaches.

RESEARCH APPROACHESResearch is basically of two types1) Exploratory.

2)

Conclusive.

CONCLUSIVE RESEARCH: My research is a conclusive type of research which includes:-

DATA COLLECTION METHOD:Primary Data: Data collected through questionnaire. Secondary Data: Data collected through internet & through companys

representative.

TYPES OF DATA:There are mainly two types of data. 1) Primary data. 2) Secondary data. PRIMARY DATA:- The data, which is directly collected by the researcher from the
field. These are latest data and hence reliable.

SECONDARY DATA:- It is the data which has already been collected by some one
else and has been passed through the statistical process and which is applicable or usable in the study researcher has presently undertaken. These data provide both published and unpublished information which is readily available with the external parties.

METHOD OF DATA COLLECTION:There are two basic methods available for collection of data. These are.
1) 2)

Questionnaire method or survey method. Observation Method

QUESTI ONNAIRE METHOD: This method refers to the method which requires obtaining the needed information from the respondents for the purpose of understanding and predicting some aspect of behavior of population of interest. And the researcher has referred questionnaire method. Questionnaire method has been adopted. A questionnaire has been filled by the customers coming to Raipur CENTRAL.

SAMPLING PLAN:A plan, which determines the type of respondents and their number from whom researcher has to collect the data. This plan calls for four decision. 1. Sampling Unit. 2. Sampling size. 3. Sampling Procedure. 4. Medium for collecting sample.

DATA COLLECTION METHOD:The relevant data and information for the survey was collected through both primary source as well as secondary source. The primary data were collected directly from the companies Dealers & Sub-Dealers. Secondary source includes books, magazines as well as reports available in the department and internet. Secondary information mainly provided the background for the survey and help in providing information in the subject for which sufficient primary information was not available.

QUESTIONNAIRE FOR RESPONDENTS:Questionnaire consist of mainly close ended questions and open ended questionnaire mainly of multiple choices and scaling technique for some where its necessary. Besides these there was an open ended question of asking suggestion from respondent.

GEOGRAPHICAL AREA COVERED:The whole fieldwork has been done in the Raipur city. Thus in short the research methodology of the survey is following:-

Research Design

Structured questionnaire with open ended and close ended question.

Data collection

Primary Data Collected Through Questionnaire. Secondary Data From Books, Magazines And Internet.

Sample unit Sample size

Dealers & Sub-Dealers 30

MEHTODOLOGIES USED: Pie charts. Tabulations. Percentage Analysis.

Generally a research methodology comprises of the following step.

GENDER: -

- The sample size comprised of 60% males and 30% females.

- The sample included people of different occupations: service, business, executives, students and housewives with the majority being the service class. - Majority of the shoppers were in the age group of 31-35yrs followed by 26-30.

DATA INTERPRETATION & ANALYSIS :-

1.

DID CUSTOMER SATISFIED WITH CUSTOMER SERVICE DEPARTMENT (C.S.D.) ? SATISFIED 78% DISSATISFIED 22%

Interpretation: The sample drawn on probability basis shows that 78% of the customers were satisfied with (C.S.D.) and only 22% were not satisfied with (CSD) Observation: Most of the respondents approached were satisfied with(CSD).

2. Factors affecting customer satisfaction towards Central. FACTOR Quality & Variety Brands Entertainment Relation After sale service NO. OF RESPONDENT 51 27 18 24 30 PERCENTAGE 34% 18% 12% 16% 20%

F actors
20% 16% Quality & Variety Relation 12% Brands 18% Entertainment 34%

After sale service

Interpretation: The sample drawn on the probability basis clearly shows that 34% (51respondents) are the opinion that Quality & Variety is the satisfaction factor Central and 20 % (30 respondents) of them who view After Sales Service as a vital factor Central for customer satisfaction. .Observation: Majority of the respondent are of the idea that Quality & Variety of the top most features contributing to customer satisfaction followed by after sales services comfort style and features As such, Central should focus on the aspects, which will enhance the customer satisfaction and thus the market share.

3. Customer opinions towards Central. Factor Percentage

Extremely Satisfied Satisfied Neutral Dissatisfied

27% 49% 17% 7%

Interpretation: 100% of the respondents 49% of the respondents approached were satisfied with the Central. Followed by 27% was extremely satisfied, 17% are neutral and rest of the 7% is more dissatisfied with Central. Observation: As majority of the respondents are satisfied with the Central, the organization should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the customer. 4. Customer opinions toward Services of Central. Factor Extremely Satisfied Satisfied Percentage 23% 47%

Neutral Dissatisfied

20% 10%

Interpretation: 100% of the respondents 47% of the respondents approached were satisfied with the Services feature of the central. Followed by 23% was extremely satisfied, 20% are neutral and rest of the 10% was dissatisfied with Services feature of Central. Observation: As majority of the respondents are satisfied with the Services feature of Central, the organization should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the customer. 5. How would you rate the Central on the Merchandise Availability? Factor Excellent Good Average Percentage 20% 40% 27%

Dissatisfied

13%

Interpretation: 100% of respondents 40% of the respondents approached were satisfied with the Central Merchandise Availability. 20% were more satisfied, 27% of them neutral and 13% are dissatisfied. Observation: As majority of the respondents are satisfied with the Central Merchandise Availability, the company should maintain the same standard and it is suggested to come up with suitable measure to reduce the negative opinion among the customer. 6. Customer opinions toward offers of the Central. Factor More Satisfied Satisfied Neither Satisfied & Dissatisfied Dissatisfied Percentage 27% 53% 17% 3%

Interpretation: The sample drawn on the probability basis shows that out of 100% of respondents 53% of the respondents approached were satisfied with the Central. 27% were more satisfied, 17% of neither satisfied and dissatisfied and 3% are dissatisfied Observation: As 80% of the respondents are happy with the offers of the Central.

7. Customer satisfactions towards Behavior of Staff Members. Factor Extremely Satisfied Satisfied Neutral Dissatisfied Percentage 23% 51% 21% 5%

Interpretation The sample drawn on the probability basis shows that out of 100% of respondents 51% of the respondents approached were satisfied with the Behavior of Staff of Central. 23% were extremely satisfied, 21% of neutral and 5% are dissatisfied. Observation: Though majority of the customer are satisfied with the Behavior of Staff of Central, around 20% are not satisfied which may be because of low Knowledge about the product.

8. Customers aware about the Advertisement of the Central. Option No. Of Respondent No. Of Respondents (%)

Aware Unaware

120 30

80% 20%

Interpretation: Out of 100% of respondents, 80% of the respondents approached were aware of the Advertisement of the Central and 20% were not aware. Observation: Most of the respondents approached were aware of Advertisements of the Central.

9. Customer perceptions about Central.

Very Good 20%

Good 47%

Average 21%

Bad 12%

Very Bad -

Interpretation: The sample drawn on the probability basis shows that out of 100% of respondents 47% of the respondents gave Good response to Central, 20% gave Very Good response, 21% gave Average response and 12% gave bad response. Observation: As 67% of the respondents are satisfied that they are happy with Central, it satisfies that the customer satisfaction levels are very high.

FINDINGS: Customers in the central go for quality rather than price.

Customer prefer good ambience within the mall.

Customers prefer good service than the product. Various offers increase the walk in of customers. Customer prefer non branded product more than branded.

SUGGESTIONS: Needs to improve their services. Needs to make more advertisement.

Needs to make more discount schemes.

Conclusion:Central has a very good market share in the state of (C.G.) The company is offering good services, which is reflected on the satisfaction of the customer, majority of the customer are satisfied with the design of the products Varieties & Services.

BIBLIOGRAPHY Kotler Philip, (2007), Marketing Management, 12th edition. Sontakki C.N., (2006), Marketing Management, 3rd edition. Kothari C.R. (2004) Marketing Research, 7th edition.

WEBLIOGRAPHY: www.acclimited.com www.en.wikipedia.org/wiki/Product_(business) www.freencyclopedia.com www.wikipedia.com

www.Google.com

QUIESTIONAIRE :A study on the topic Customer satisfaction. Dear sir/ madam, I am Mr. ROBIN UPADHYAY of PGDM 3 SEM from SIOM studied on entitled topic CUSTOMER SATISFACTION Please give me your valuable information for my project so that it can be used for my project purpose. Your information will be kept confidential and will be used only for academic purpose.

Thanking you

Personal Information:(a) Salutation: ( ) Mr. ( ) Mrs. ( ) Ms. (b) Name: .

(c) Age: .

(d) Address: .......................................................................................................... ..........................................................................................................

(e) Mobile No. : ..

(f) E-mail ID:

1. From where you came to know about CENTRAL?

(a) Hoardings (c) Relatives

( (

) )

(b) Friends

) )

(d) By own (

2. Why you choose CENTRAL for shopping? Specify:

3. What you prefer, brands or non-branded things for shopping? (a) Branded ( ) (b) Non-branded ( )

4. You go for quality products or price while shopping? (a) Quality ( ) (b) Price (

5.

What is the special thing that attracts you to CENTRAL? (a) Quality Products (c) Ambience (d) DJ ( ( ( ) ) ) (b) Pricing ( ) )

(d) Service (

(e) Proximity ( )

6. What according to you should be improved in CENTRAL? (a) Service provided to customers ( (b) Manpower (c) Knowledge about the products ( (d) Staff behavior ( ( ) ) ) )

7. Are you satisfied with the offers of CENTRAL? (a) Yes ( ) (b) No ( )

Specify:

8. What makes CENTRAL different from others exclusive stores? (a) Variety products ( ) (b) Quality products (c) Range of products ( ( ) )

9.What according to you CENTRAL focuses on? (a) Fashionable Products ( )

(b) Quality n Variety Products

10.What according to you should be added to CENTRAL? (a) More Manpower ( ) (b) Trendy Products ( )

11.Do you face any kind of problem if you come for exchange? (a) Yes ( ) (b) No ( )

Specify: ..

12.Are you satisfied with the Customer Service Dept.? (a) Yes ( ) (b) No ( )

Specify: .

13.Please let us know if you have any Suggestion that will help us improve your shopping experience at Central. Specify.