Customer Satisfaction Level of Triveni Supermarket

6
CUSTOMER SATISFACTION LEVEL OF TRIVENI
SUPERMARKETS
6.1 Variables selected for the study of customer satisfaction survey.
6.2 Assessment of the Level of Customer Satisfaction of Triveni
C o n t e n ts

Supermarket on the basis of elected retail related variables

6.3 Level of Customer Satisfaction in Triveni Supermarkets – Based on
Retail Factor analysis

Customer satisfaction is the core aspect behind the success of any firm.
Assessing and evaluating the level of customer satisfaction will certainly point
to the strengths and weaknesses of a firm. It will help to understand the place
where it stands and can frame concrete plans for ensuring success in future.
Marketing firms must satisfy customers by understanding their needs and
expectations by assessing the satisfaction level of their customers at frequent
intervals (Philip Kotler & Armstrong . 2002). While doing this, a retailing
firm may assign due importance to products and services as retailing is an
amalgam of products and services. Here, it is attempted to assess the
customer satisfaction level of Triveni supermarkets with six factor variables
by using twenty retail variables based on confirmatory factor analysis
procedure with the scores obtained through a customer satisfaction survey by
using five point Likert scale. When the variables are presented in the
instrument under the head ‘factors’, we use confirmatory factor analysis as
there is no necessity to use exploratory factor analysis as data reduction
technique (Andey Field -2005)2. Confirmatory factor analysis requires a
priori specification of the number of factors, their composition, and

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covariation. In this type of analysis, four steps are accepted, step one: select
variables and specify a priori factor structure, step two: relate variables to
constructs, step three: test fit of hypothesized factor structure with data, and
fourthly accept or reject hypothesized results. Accordingly, to assess the
level of customer satisfaction of Triveni customers, twenty variables in
different dimensions are selected. Mean scores of retail related variables and
their standard deviations are drawn to assess the mean difference for
identifying individual variables that provide maximum and least satisfaction
to respondents. But, mainly, factor variables are used in the study for
assessing the level of customer satisfaction of Triveni customers. To assess
satisfaction level at factor levels, six priori factors are fixed and factor level
mean scores are drawn. Factor level means are the sum of mean scores of all
the variables being included in specific factors. Three way ANOVA
(Analysis of Variance), the appropriate statistical test is used in the study to
test hypotheses and identify mean differences between regions, residential
area and income level of customers with respect to the responses of
respondents. This helped to identify whether a significant variation exists in
the level of customer satisfaction among regions, residential areas and
income levels of customers of Triveni Supermarkets.

6.1 Variables selected for the study of customer satisfaction survey

To assess the level of customer satisfaction of Triveni Supermarkets,
twenty retail variables are used under six factor variables in the study. Six
variables given below in bold letters are factor variables and the variables
given under each factor variables are retail related variables. The level of
customer satisfaction of Triveni Supermarkets is assessed by using these six
retail factor variables.

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A. Quality and Attractiveness of Goods

1) Quality of food and grocery

2) Quality of convenience goods.
3) Attractive display
4) Arrangement of goods
5) Freshness of goods
6) Package of goods

B. Assortment of goods
1) Range of provisions and groceries
2) Range of personal and home care items

C. Service and staff dedication

1) Responsiveness to customers
2) Salesmanship and dedication of employees

D. Price of goods.
1) Price of food and groceries
2) Price of personal and home care items
3) Price of other convenience goods

E. Promotion and customer education.

1) Advertisement about goods and services available

2) List of goods and their price.
3) Discount, subsidy, premium offer, etc

F. Cleanliness and Infrastructure.

1) Cleanliness in the showroom.

2) Space layout in the store.
3) Billing speed, delivery, etc.
4) Parking facilities.

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6.1.1 Scale used to measure the level of customer satisfaction.

Five point Likert scale is used in the study to measure the responses of
respondents to assess the level of customer satisfaction of Triveni
Supermarkets. Likert scaling is the most commonly used scales among the
market researchers to assess psychographic variables (Hair Jr. 2004)3. Selected
customers were asked to choose their level of satisfaction with regard to the
variables given as confirmatory factors. Rate 5 is meant for highly satisfied
level, Rate 4 is for satisfied level, 3 for moderate level of satisfaction, 2 for
dissatisfied and 1 for highly dissatisfied level.

6.2 Assessment of the Level of Customer Satisfaction of Triveni

Supermarkets - on the basis of selected retail variables.
To assess the level of customer satisfaction of Triveni customers on
selected variables separately, mean scores (cumulative averages) of the
responses of the respondents are used. This helped to assess and analyze
the level of customer satisfaction on all the selected 20 variables separately.
A moderate level of satisfaction is available in the mid- point of the scale,
i,e 3 and this may be taken as a norm. Based on this, Variables which are
scored mean value above 4 depicts a high level of customer satisfaction,
mean value above 3 and up to 4 shows satisfied level, mean value above 2
and up to 3 shows moderate satisfaction level, above 1 and up 2 shows
dissatisfied level and mean value below 1 shows highly dissatisfied level.
In the case of factors variables, factor mean divided by number of
variables included in the respective factors are considered for assessing
the satisfaction level those who use Triveni Supermarkets.

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Norm for assessing the level of customer satisfaction

Mean value Satisfaction Level
Above 4 -------- Highly satisfied
Greater than 3 and up to 4 -------- Satisfied
Greater than 2 and up to 3 -------- Moderate
Greater than 1 and up to 2 -------- Dissatisfied
Up to 1 -------- Highly dissatisfied

The cumulative mean scores of the responses collected from 432

respondents on twenty variables are tabulated and detailed below. This will be
highly helpful to understand the level of customer satisfaction of Triveni
Supermarkets and is directed specifically at product or service attributes. Both
rational and emotional elements are included in the selection of variables and
assessing customer satisfaction is considered a dynamic measure, which will
help to re-fix the brands offered for sale, the quality and price of products,
service quality, etc.

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

Supermarkets
Variables and factors considered for Mean Std. Comparative
assessing the level of customer scores of Deviation mean of the
satisfaction of Triveni Supermarkets. variables factors
A. Quality and Attractiveness of Goods (factor 1)
Quality of food and groceries 4.26 0.49
Quality of convenience goods 4.32 0.50
Attractive display 4.33 0.55 4.33

Arrangement of goods 4.50 0.53

Freshness of goods 4.29 0.57
Package of goods 4.27 0.56
B. Assortment of Goods (factor 2)
Range of provisions and groceries 3.64 1.04
Range personal and home care items 3.59 1.03 3.62
C. Service & Staff Dedication(factor 3)
Responsiveness to customers 3.29 1.13
Staff dedication 3.73 1.07 3.51
D. Price of Goods (factor 4)
Price of food and grocery 4.66 0.51
Price of personal and home care items 4.71 0.47 4.70
Price of other convenience goods 4.73 0.47
E. Promotion & Customer Education (factor 5)
Advertisement about goods and service 2.86 1.14
List of goods and price information 3.30 1.09 2.94
Customer awareness programmes on 2.67 1.17
discount, offers etc
F. Cleanliness & Infrastructure (factor 6)
Cleanliness in the store 4.10 0.61
Space layout 4.48 0.58 4.16
Support facilities-billing speed , delivery, etc 4.13 0.58
Parking facilities 3.93 0.77
Source: Primary data

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Table 6.1 shows the mean score obtained and standard deviation of
selected retail variables for the assessment of the satisfaction level of
customers of Triveni Stores. Variables given in bold letters in the above table
are Confirmatory Retail Factors, which are used to determine the level of
satisfaction of Triveni customers. Before proceeding to the level of customer
satisfaction on factor level, the scores of individual variables are considered
for assessing the variable level customer satisfaction. As per the above table,
among the retail variables studied, ‘Price of other convenience goods’ has got
the highest mean score (4.73) shows the highest level of consumer satisfaction.
It is followed by the variable ‘Price of personal and home care items’ (4.71)
and the third highest score obtained is in favour of ‘Price of food and grocery’
(4.66). It shows the consumers of Triveni Supermarkets are highly satisfied
with the price charged on goods dealt by them. This also reveals that they
supply goods at reasonable prices to the customers. The mean value of retail
variable ‘Arrangement of goods’ (4.50) was high and so it is inferred that
customers are highly satisfied with the arrangement or suitability of goods
placed on the racks which eased self service. Arrangement of goods suitable
for self service is one of the basic requisites for supermarkets.

Variables ‘Space lay out in the store’ also has a high mean score (4.48)
shows that customers are highly satisfied with the passage space between
racks in the store, the arrangement of bill counters, the arrangement of racks,
etc in Triveni Supermarkets. Retail variables such as ‘Attractive display’
(4.33), ‘Quality of other convenience goods’ (4.32), ‘Freshness of goods’
(4.29), ‘Package’ (4.27), Quality of food and grocery’(4.26), ‘Support
facilities’(4.13), and ‘Cleanliness in the store’ (4.10) have also got mean value
above 4, and shows the customers are satisfied at highest level

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

(3.73), ‘Range of provisions and groceries’ (3.64) and ‘Range of cleaning and
toiletries’ (3.59), List of goods and Price information’ (3.30), ‘Responsiveness to
customers’(3.29), customers of Triveni supermarkets are found to be satisfied.

Customers have only moderate satisfaction on ‘Customer awareness

programmes on discount, offers, etc’ (2.67) and ‘Advertisement about goods and
services’ (2.86) as their mean scores range in the moderate level. ‘Customer
awareness programmes on discount, offers, etc’ and ‘Advertisement about goods
and services’ have the least mean scores indicating the ineffectiveness of
Triveni Supermarkets in creating awareness about the goods and services they
offer and the quantum of subsidy and discount offered. Therefore, they have to
think seriously about methods and means of creating awareness among the
public about the products that they deal with and the price they charge for the
products. Similarly, the employee responsiveness to the customers is seem to
be very poor. Triveni Supermarkets must depict list of goods that they offer
with the prices at visible places.

6.3 Level of Customer Satisfaction in Triveni Supermarkets –

Based on Retail Factor Analysis.
Factor Analysis Method (confirmatory) is resorted to categorize twenty
retail variables in to six groups for meaningful analysis. The level of customer
satisfaction of Triveni stores on the basis of factor variables are assessed by the
mean scores of factors (cumulative means scores of variables included in the
factor variables). Factor 1 contains six variables; factor 2 and 3 contains two
variables each. Factor 4 and 5 include three variables each and factor 6 contains
four variables (given in table 6.1). The number of variable included in the factor,
mean scores of factor variables (sum of mean scores of variables included in the
factor), standard deviation, t-values and probability level are drawn for analysis.

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One sample t-test is used to test whether the observed mean of the factor variables
are significantly different from the standard values. Therefore, standard value is
the central value of the instrument needed for measuring the level of satisfaction
of consumers of Triveni supermarkets. Considering the number of variables
included in the factor variables, the standard values (Central value of the scale X
number of variables included in the factor) were; Quality and Attractiveness of
goods = 18, Assortment of goods=6, Service &staff dedication=6, Price of
Goods=9, Promotion &customer education =9 and Cleanliness &infrastructure =12.
Following hypotheses are validated in this respect.

Hypothesis 1
1. H0: There is no difference between observed mean of factor variable
‘Quality and attractiveness of Goods’ from 18.
H1: There is difference between observed mean of factor variable
‘Quality and attractiveness of Goods’ from 18.

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

‘Assortment of Goods’ and ‘Service and Staff Dedication’ from 6.
H1: There is difference between observed mean of factor variables
‘Assortment of Goods’ and ‘Staff Dedication’ from 6.

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

‘Price of Goods’ and Promotion and Customer Education’ from 9.
H1: There is difference between observed mean of factor variables
‘Price of Goods’ and ‘Promotion and Customer Education’ from 9.

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

‘Cleanliness and infrastructure’ from 12.
H1: There is difference between observed mean of factor variable
‘Cleanliness and Infrastructure’ from 12.

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

Supermarkets at Retail Factor Level Variables.
Retail Factors

(moderate level)

factor variables
No. of variable

Standard value

Mean scores of

Std. deviation
in the factor

(2 tailed)
t-values

Sig.
Quality and Attractiveness 6 18 25.986 2.163 76.712 .000
of Goods
Assortment of Goods 2 6 7.238 1.902 13.408 .000
Service & Staff Dedication 2 6 7.025 1.899 11.222 .000
Price of Goods 3 9 14.109 1.312 80.934 .000
Promotion & Customer 3 9 8.842 2.809 -1.165 .245
Education
Cleanliness & 4 12 16.662 1.714 56.523 .000
Infrastructure
Source: Primary data

Table 6.2 depicts the mean scores of retail factors, which shows the
customer satisfaction level of Triveni Supermarkets. Satisfaction level
regarding the factor ‘Quality and Attractiveness of Goods’, the mean score is
25.986 and std. deviation is 2.163. The result of one sample t-test shows a
significant difference between the observed mean and the standard mean (t-test
value= 76.712 with p= 0.000 < 0.05) and the null hypothesis is rejected.
Considering the mean value of the factor variable (cumulative mean value of
the six variables included in the factor), it seems that the customers of Triveni
Stores are highly satisfied with respect to the factor variable ‘Quality and
Attractiveness of goods’. Among the retail variables included in this factor
(Quality and Attractiveness of Goods), the variable ‘Arrangement of goods’
has more mean value (4.50 as per table 6.1). This shows that customers are

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highly satisfied with the arrangement of goods in Triveni Stores, because the
arrangements help them for self service as well as to choose products easily.

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

(cumulative mean score of 2 variables) and standard deviation is 1.90, which is
above the moderate level of satisfaction and found to be satisfied. One sample
t-test value 13.408 with p= 0.000 <0.05 shows a significant difference between
the observed mean and the standard mean. Therefore, the null hypothesis is
rejected. Observing the mean value of the factor variable (7.238), it has been
found that the selected customers are satisfied with respect to the ‘Assortment
and Availability of Goods’ in the Triveni stores.

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

7.025 (cumulative mean score of 2 variables) and std. deviation is 1.899 and
the p value is 0.000. Here also the one sample t-test (value 11.222) shows a
significant difference between observed mean and tested mean. Considering
the observed mean 7.025 (greater than 6), it seems that customers of Triveni
stores are satisfied with respect to the factor variable ‘Service and Staff
dedication’. The null hypothesis is found to be rejected since the sig. level
(0.000) is less than 0.05. Among the variables included in the factor, the
variable ‘Staff responsiveness (3.29)’ has comparatively a low mean score
means customers are not highly satisfied with the service rendered by the staff
in Triveni Stores. Therefore, the service provided by the staff should be
improved by Triveni Supermarkets.

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

(cumulative mean score of 3 variables) the standard deviation is 1.31 and the p
value is .000. The result of one sample t-test (value 80.934) shows significant
difference exists in this regard (p=0.000 <0.05). The null hypothesis is seen

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to be rejected in this case also. It is very important to note that the factor
‘Price of Goods’ obtained the highest average mean score while considering
all other factors. Therefore, it is inferred that customers are highly satisfied
with the ‘pricing method’ of Triveni Stores.

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

value is 8.842 (cumulative mean of 3 variables) and the std. deviation is 2.809.
One sample t-test value is-1.165 and the p value is 0.245, which does not show
any significant difference between observed mean and tested mean (Sig. level is
more than 0.05). Considering that the observed mean is 8.842 (less than 9) and
that the null hypothesis is accepted. It seems that consumers of Triveni Stores
are moderately satisfied with respect to the factor ‘Promotion and Customer
Education’. The mean score obtained for this factor variable is at a level below
the moderate value, means that Triveni stores could not satisfy their customers in
this respect. This points to the ineffectiveness in attracting customers by educating
them about the products and services and persuading them to the stores.
Therefore, they have to improve their promotion and customer education
programme to improve public understanding about their products and services.

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

is 16.662 (cumulative mean of 4 variables), std. deviation is 1.714.The result
of one sample t-test shows t-value as 56.523 (p= 0.000<0.05) and so, it is seen
that a significant difference exists between the observed mean and tested mean.
Here, the null hypothesis is rejected at 5 per cent level of significance. As the
mean value 16.668 (greater than 12), it seems that, the customers of Triveni
Stores are highly satisfied with respect to the four variables included in the
factor ‘Cleanliness and Infrastructure’. Therefore, it is concluded that the
staff maintain the stores in good condition with respect to the space layout,
billing facilities, delivery services and parking arrangements.

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Table 6.2.1 Comparative Level of Customer Satisfaction of Triveni Supermarkets

at Factor Variable Level

No. of variables in
Factor Variables

Factor Variables

Satisfaction level
Mean Scores of

Mean Scores of
Comparative
the factors
Retail Factors

Rank
Quality and Attractiveness of 25.986 6 4.331 2 Highly
Goods Satisfied
Assortment of Goods 7.238 2 3.619 4 Satisfied
Service & Staff Dedication 7.025 2 3.512 5 Satisfied
Price of Goods 14.109 3 4.703 1 Highly
satisfied
Promotion & Customer 8.842 3 2.947 6 Moderately
Education satisfied
Cleanliness & Infrastructure 16.662 4 4.165 3 Highly
Satisfied
Total Satisfaction Level 79.892 20 3. 991 - Satisfied
Source: Primary data

While comparing all the six retail factors, customers are highly satisfied
with factor ‘Price of Goods’ (average score 4.70), followed by “Quality and
Attractiveness of Goods’ (average score 4.33), ‘Cleanliness and Infrastructure’
(4.16). In the case of factors ‘Assortment of Goods’ (3.62), ‘Service and Staff
Dedication’ (3.51), customers found satisfied. Customers found to be moderately
satisfied with the factor ‘Promotion and Customer Education’ (2.94). Considering
all factor variables together, the customers of Triveni Supermarkets are at a
satisfied level (3.991). Considering the weighted average mean scores obtained
for the six factor variables as per the table 6.2.1, ‘Price of Goods’ is far ahead of
other factors, shows the best pricing method they follow. However, ‘Quality and
Attractiveness of Goods’ and ‘Cleanliness and Infrastructure of Triveni
Supermarkets’ are also highly accepted by their customers.

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6.3.1 Assessment of Variation in the Level of Customer Satisfaction of

Triveni Stores among Regions, Areas and Income Levels.
Triveni Supermarkets function at more than 200 centers in the state
including urban, semi-urban and rural areas. People with different income
levels are the customers of these outlets. As the perception levels of customers
vary, there is high probability of difference in the level of their satisfaction. It
is assumed that the level of customer satisfaction on selected retail factors has
significant difference among regions, residential areas and income levels of
customers of Triveni stores.

To assess whether the level of customer satisfaction is significantly

varied among the central, southern and northern regions, residential areas and
income levels of customers, three way ANOVA (F-test) was carried out.
‘Three way ANOVA (Analysis of Variance) is the most appropriate technique
when dealing with three independent variables and continuous dependent
variables’ (Hair Jr.2004)4.

6.3.1.1 Assessment of Variation in the Level of Customer Satisfaction of

Factor Variable ‘Quality and Attractiveness of Goods’ Among
Regions, Residential Areas and Income Levels of Customers of
Triveni stores.
To assess whether there exists a significant difference among the
regions, residential areas and income levels of customers of Triveni Stores
with respect to the satisfaction level of customers in the factor ‘Quality and
Attractiveness of goods’, the means calculated for the factor are used. For this
purpose, the means of three regions, three areas and five levels of income
groups have been ascertained and three way ANOVA test is used with Post
Hoc option.

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Following hypotheses were framed in this respect.

Hypothesis II
1. H0: There is no difference in the level of satisfaction related to
Quality and Attractiveness of Goods among regions.
H1: There is difference in the level of satisfaction related to Quality
and Attractiveness of Goods among regions.

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

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

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

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

Table 6.3 Estimated Regional Means: QUALITY AND ATTRACTIVENESS

OF GOODS

Region of 95% Confidence Interval

customer Mean Std. Error Lower Bound Upper Bound
Central 26.100 .227 25.654 26.545
Southern 25.418 .236 24.955 25.882
Northern 26.793 .243 26.315 27.271
Source: Primary data

Table 6.4 Estimated Area wise Means : QUALITY AND ATTRACTIVENESS

OF GOODS
Res. area of 95% Confidence Interval
Mean Std. Error
customers Lower Bound Upper Bound
Urban 26.205 .234 25.745 26.665
Semi-urban 25.961 .239 25.491 26.430
Rural 26.146 .233 25.688 26.603
Source: Primary data

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

OF GOODS
Monthly income of 95% Confidence Interval
Mean Std. Error
customers Lower Bound Upper Bound
less than 5000 26.630 .798 25.061 28.200
5000-10000 26.349 .288 25.783 26.915
10000-20000 26.033 .164 25.711 26.356
20000-30000 25.901 .172 25.563 26.239
Above 30000 25.605 .294 25.027 26.183
Source: Primary Data
Table 6.6. Three way ANOVA for factor variable ‘Quality and Attractiveness of Goods’
Tests of Between-Subjects Effects
Source Type I Sum of Squares df Mean Square F Sig.
Region 122.764 2 61.382 13.858 .000
Area 2.909 2 1.455 .328 .720
Monthly income 18.570 4 4.642 1.048 .382
Error 1873.674 423 4.429
Total 293738.000 432
Source: Primary data
Table 6.7 Post Hoc Test-Regions of customers of Triveni supermarkets
Multiple Comparisons
QUALITY AND ATTRACTIVENESS OF GOODS LSD
(I) (J) Region Mean Std. 95% Confidence Interval
Region of of Difference Error Sig.
customer customer (I-J) Lower Bound Upper Bound
*
Central Southern .6319 .24803 .011 .1444 1.1195
*
Northern -.6736 .24803 .007 -1.1611 -.1861
*
Southern Central -.6319 .24803 .011 -1.1195 -.1444
*
Northern -1.3056 .24803 .000 -1.7931 -.8180
*
Northern Central .6736 .24803 .007 .1861 1.1611
*
Southern 1.3056 .24803 .000 .8180 1.7931
Based on observed means.
The error term is Mean Square (Error) = 4.429.
*. The mean difference is significant at the .05 level.
Source: Primary data.

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Considering the means of the factor ‘Quality of Attractiveness of

Goods’, (table 6.3) it is observed that the mean scores of the northern region
(26.793) is higher than those of other two regions and there exists a significant
difference in the mean scores among three regions. The table of ANOVA
(table 6.6) reveals that the region wise variation in the mean scores of factor-
‘Quality and Attractiveness of Goods’ is significant at 5 per cent level of
significance. Region wise, F = 13.858, df 2, 423, P=.000 which is less than
0.05 indicates that there is significant difference exists among the three
selected regions of Kerala; i.e, the central, the southern and the northern
regions and so, the null hypothesis for the region stands rejected. The Post
Hoc Test substantiates the results and there exists significant variations
between the central and the southern (P < .05), the central and the northern (P
< .05) and the southern and the northern (P < .05) regions. For this reason we
are led to believe that the customers of the northern region seem to have more
satisfaction on factor- ‘Quality and Attractiveness of Goods’ of Triveni
Supermarkets than those of the other two regions.

In the case of residential area as per the above ANOVA Table, F=.328
with df 2, 423, P=.720>.05 shows that no significant difference exists in mean
values of the factor variable ‘Quality and Attractiveness of Goods’ among
urban, semi-urban and rural areas. The null hypothesis for the area is
accepted here.

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

Triveni stores ANOVA gives the value, F=1.048 with df 4, 423, P=.382>.05, it
has been inferred that no significant variation exists in the mean values of the
factor variable, ‘Quality and Attractiveness of Goods’ among various income
levels of the customers of Triveni Supermarkets and so the null hypothesis
for income is accepted.

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6.3.1.2 Assessment of Variation in the Level of Customer Satisfaction of

Factor Variable ‘Assortment of Goods’ Among Regions, Residential
Areas and Income Level of Customers of Triveni Stores.
It has been observed that mean value of the retail satisfaction factor
‘Assortment of Goods’ differ among regions, area and income groups. Three
way ANOVA with Post-hoc option is used here to know the differences are
statistically significant or not among regions, areas and income levels of
customers of Triveni Stores.

Following hypotheses are framed in this respect.

Hypothesis III
1. H0: There is no difference in the level of satisfaction related to
Assortment of Goods among regions.
H1: There is difference in the level of satisfaction related to
Assortment of Goods among regions.

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

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

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

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

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

Region of 95% Confidence Interval
Mean Std. Error
customer Lower Bound Upper Bound
Central 6.502 .189 6.132 6.873
Southern 8.350 .196 7.964 8.736
Northern 7.270 .203 6.872 7.668
Source: Primary data

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

Dependent Variable: ASSORTMENT OF GOODS

Resi. area of 95% Confidence Interval
Mean Std. Error
customers Lower Bound Upper Bound
Urban 7.307 .195 6.924 7.690
Semi-urban 7.775 .199 7.384 8.166
Rural 7.041 .194 6.659 7.422
Source: Primary data

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

Dependent Variable: ASSORTMENT OF GOODS
Income levels of 95% Confidence Interval
Mean Std. Error
customers Lower Bound Upper Bound
less than 5000 7.777 .665 6.470 9.084
5000-10000 7.271 .240 6.799 7.742
10000-20000 7.104 .137 6.835 7.372
20000-30000 7.281 .143 7.000 7.562
Above 30000 7.438 .245 6.957 7.920
Source: Primary data

Table 6.11 Three way ANOVA- for factor variable ‘Assortment of Goods’
Tests of Between-Subjects Effects
Type I Sum of Mean
Source Df F Sig.
Squares Square
Region 241.477 2 120.738 39.308 .000
Resi. Area 40.350 2 20.175 6.568 .002
Monthly income 7.325 4 1.831 .596 .666
Error 1299.289 423 3.072
Total 24223.000 432
Corrected Total 1588.442 431
a. R Squared = .182 (Adjusted R Squared = .167)
Source: Primary data

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Table 6.12. Post Hoc Test-Region of Customers

Multiple Comparisons
ASSORMENT OF GOODS LSD
95% Confidence
(I) Region (J) Region Mean Difference Std. Interval
Sig.
of customer of customer (I-J) Error Lower Upper
Bound Bound
Central Southern -1.8194* .20655 .000 -2.2254 -1.4135
*
Northern -.7292 .20655 .000 -1.1352 -.3232
*
Southern Central 1.8194 .20655 .000 1.4135 2.2254
*
Northern 1.0903 .20655 .000 .6843 1.4963
*
Northern Central .7292 .20655 .000 .3232 1.1352
*
Southern -1.0903 .20655 .000 -1.4963 -.6843
Based on observed means.
The error term is Mean Square (Error) = 3.072.
*. The mean difference is significant at the .05 level.
Source: Primary data

Table 6.13. Post Hoc Test: Area of Customers

Multiple Comparisons
ASSORTMENT OF GOODS LSD
Mean 95% Confidence Interval
(I) Area of (J) Area of Difference Lower Upper
customers customer (I-J) Std. Error Sig. Bound Bound
Urban Semi-urban -.4653* .20655 .025 -.8713 -.0593
Rural .2917 .20655 .159 -.1143 .6977
*
Semi-urban Urban .4653 .20655 .025 .0593 .8713
*
Rural .7569 .20655 .000 .3510 1.1629
Rural Urban -.2917 .20655 .159 -.6977 .1143
*
Semi-urban -.7569 .20655 .000 -1.1629 -.3510
Based on observed means.
The error term is Mean Square (Error) = 3.072.
*. The mean difference is significant at the .05 level.
Source: Primary data
Considering the means, (Table 6.8) it is observed that the mean score of
southern region (8.350) is higher than that of the other two regions and there

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exists a significant difference in the mean scores among three regions. The table
of ANOVA reveals that region wise and area wise variation in the mean scores of
factor-Assortment of Goods on consumer satisfaction level of Triveni stores is
significant at 5 percent level of significance. Region wise, F =39.308, with
df 2, 423, P=0.000 <0.05 indicates that there is significant difference among
the selected three regions of Kerala and so the null hypothesis is rejected.

Comparing the mean score, (Table 6.9) it is observed that the difference
between rural, urban and semi-urban areas is significant. The mean score of
semi- urban areas seems higher than that of other areas of residence. The
ANOVA table shows residential area wise, F = 6.568, with df 2, 423, P=.002
(P < .05) and it indicates that there exists a significant difference among the
urban, semi-urban and rural areas. Hence, null hypothesis is rejected.

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

customers is not significant as the, F value as per ANOVA is .596 and
p=.666>.05 (as per Table 6.11). However, the null hypothesis is accepted.

The Post Hoc Test (table 6.12) substantiates the result that there exists a
significant variation between the central and the southern regions, the central
and the northern region and the southern and the northern regions (P < .05).

The result of Post Hoc Test (Table 6.13) gives out that there exists a
significant variation between urban and semi-urban areas (P < .05) and semi-
urban and rural areas (P < .05). However, the variation between rural and
urban areas is not significant (P>.05).

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

customers of Triveni stores of southern region is seen to be more than that of
the customers of the central and the northern regions. Since the mean scores of
semi- urban areas (7.775) is higher than that of urban areas (7.307) and rural

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

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

This shows that the assortment goods in the southern region and semi-urban
areas is comparatively better than that of other regions and areas. The central region
is found to be far behind in the assortment of goods as per the responses of
respondents. This may be because the central customers having more awareness
about products. Rural people also reported that the size of assortment is inadequate
in the stores. The major reason may be the smallness of stores in rural areas.

6.3.1.3 Assessment of Variation in the Level of Customer Satisfaction of

Factor Variable ‘Service and Staff dedication’ Among Regions,
Residential Areas and Income Levels of Customers of Triveni
Stores.
It may be assumed that there exist some differences in the mean scores
of retail satisfaction factor ‘Service and Staff Dedication’ among regions,
residential areas and income levels of customers of Triveni Stores. To evaluate
whether these variations are significantly different among three regions, areas
and five income groups, three way ANOVA is used with Post Hoc option. The
following hypotheses were framed and validated in this respect.

Hypothesis IV
1. H0: There is no difference in the level of satisfaction related to
Service and Staff Dedication among regions.
H1: There is difference in the level of satisfaction related to Service
and Staff Dedication among regions.

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

Service and Staff Dedication among areas.
H1: There is difference in the level of satisfaction related to Service
and Staff Dedication among areas.

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

Service and Staff Dedication among income groups.
H1: There is difference in the level of satisfaction related to Service
and Staff Dedication among income groups.

Table 6.14. Estimated Means- Region of Customers

Dependent Variable : SERVICE AND STAFF DEDICATION

Region of 95% Confidence Interval
Mean Std. Error
customer Lower Bound Upper Bound
Central 6.116 .186 5.751 6.481
Southern 6.610 .193 6.230 6.990
Northern 7.903 .199 7.511 8.294
Source: Primary data

Table 6.15. Estimated Means - Residential Areas of Customers

Dependent Variable: SERVICE AND STAFF DEDICATION

Areas of 95% Confidence Interval
Mean Std. Error
customers Lower Bound Upper Bound
Urban 6.920 .192 6.543 7.297
Semi-urban 7.213 .196 6.828 7.597
Rural 6.496 .191 6.120 6.871
Source: Primary data

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

Dependent Variable: SERVICE AND STAFF DEDICATION
Income level of 95% Confidence Interval
Mean Std. Error
customer (monthly) Lower Bound Upper Bound
less than 5000 6.317 .654 5.031 7.603
5000-10000 6.828 .236 6.364 7.292
10000-20000 7.078 .135 6.814 7.342
20000-30000 7.043 .141 6.766 7.320
Above 30000 7.114 .241 6.640 7.588
Source: Primary data

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Table 6.17 Three way ANOVA for factor variable ‘Service and Staff Dedication’
Tests of Between-Subjects Effects
Source Type I Sum of Squares Df Mean Square F Sig.
Region 252.921 2 126.461 42.497 .000
Area 36.600 2 18.300 6.150 .002
Monthly income 6.454 4 1.613 .542 .705
Error 1258.745 423 2.976
Total 22877.000 432
a. R Squared = .190 (Adjusted R Squared = .175)
Source: Primary data

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

Multiple Comparisons
LSD
95% Confidence
(I) Regions (J) Region Mean
Interval
of of Difference Std. Error Sig.
customer customer (I-J) Lower Upper
Bound Bound
Central Southern -.4931* .20330 .016 -.8927 -.0935
*
Northern -1.8125 .20330 .000 -2.2121 -1.4129
*
Southern Central .4931 .20330 .016 .0935 .8927
*
Northern -1.3194 .20330 .000 -1.7190 -.9198
*
Northern Central 1.8125 .20330 .000 1.4129 2.2121
*
Southern 1.3194 .20330 .000 .9198 1.7190
Based on observed means.
The error term is Mean Square (Error) = 2.976.

*. The mean difference is significant at the .05 level.

Source: Primary data

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Table 6.19 Post Hoc Test for Residential Area of Customers of Triveni stores:
Factor Variable ‘Service and Staff Dedication’
Multiple Comparisons LSD
95% Confidence
Mean
(I) Areas of (J) Areas of Std. Interval
Difference Sig.
customers customers Error Lower Upper
(I-J)
Bound Bound
Urban Semi-urban -.2569 .20330 .207 -.6565 .1427
*
Rural .4306 .20330 .035 .0310 .8302
Semi-urban Urban .2569 .20330 .207 -.1427 .6565
*
Rural .6875 .20330 .001 .2879 1.0871
*
Rural Urban -.4306 .20330 .035 -.8302 -.0310
*
Semi-urban -.6875 .20330 .001 -1.0871 -.2879
Based on observed means.
The error term is Mean Square(Error) = 2.976.
*. The mean difference is significant at the .05 level.
Source: Primary data

Evaluating the means, (Tables 6.14) it is found that mean scores of the
northern region (7.903) is more than that of other two regions and there exists
a significant difference in the mean scores among the three regions. The
ANOVA (table 6.17) reveals that region wise and area wise variation in the
mean scores of factor-‘Service and Staff Attitude’ is significant at 5 percent
level of significance. Region wise, F =42.49 with df 2,423, P=.000 < .05
shows that there is significant difference among the three regions, i.e the
central, the southern and the northern. In this case, the null hypothesis
framed for region is rejected.

Considering the mean scores obtained for residential areas for assessing
the satisfaction level of customers of Triveni outlets on factor ‘Service and
Staff Attitude’ (table 6.15), it is observed that the mean score of semi-urban is
(7.213) found to be higher than the mean scores of other two areas and so it is
clear that there exists a significant difference in the satisfaction level among areas.

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Residential area wise, F=6.150, with df 2, 423, P=.002 < .05 (table 6.17) and
the null hypothesis for area is found rejected. This indicates that there exists
significant difference in the level of customer satisfaction among urban, semi-
urban and rural areas.

The Post Hoc Test substantiates the results by pointing out the existence
of significant difference between the central and the southern, the central and
the northern and the southern and the northern (P < .05) regions. For this
reason we are compelled to believe that the level of customer satisfaction on
retail factor- ‘Service and Staff Attitude’ of Triveni supermarkets is higher in
the northern region than in the other two regions.

The result of Post Hoc Test on area reveals that there has been significant
difference between urban and rural (P < .05) and semi-urban and rural (P < .0).
But variation between urban and semi urban is not significant (P > .05). This
means that the level of customer satisfaction on factor variable ‘Service and
Staff Attitude’ is higher in semi-urban areas (7.213) than in urban (6.920) and
rural areas (6.496).

Regarding the mean variations between the income levels of

customers, the F value as per table 6.17 is 0.542 (P>.05) and so the null
hypothesis is accepted as there is no difference among the levels of
satisfaction related to factor variable ‘Service and Staff Dedication’
among income groups.

6.3.1.4 Assessment of Variation in the Level of Customer Satisfaction of

Factor Variable ‘Price of Goods’ Among Regions, Residential
Areas and Income Levels of Customers of Triveni Stores.
To observe the variation in the level of customer satisfaction on the
factor ‘Price of Goods, considering the mean scores of the factor- regional

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means, means of areas and means of income groups have been drawn as under.
By using three way ANOVA, F values, mean square and probability level are
calculated in the table 6.23. Post Hoc tests of multiple comparisons were
applied here to identify the regions where mean variation exists at statistically
significant levels. The following hypotheses are developed and validated with
respect to the factor ‘Price of Goods’ in Triveni Stores.

Hypothesis V

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

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

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

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

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

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

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

Goods
95% Confidence Interval
Region of customers Mean Std. Error
Lower Bound Upper Bound
Central 13.883 .138 13.611 14.154
Southern 13.830 .144 13.548 14.112
Northern 14.524 .148 14.232 14.815
Source: Primary data

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Table 6.21 Estimated Means of Residential Area of Customers : Factor variable

- PRICE OF GOODS
95% Confidence Interval
Area of customer Mean Std. Error
Lower Bound Upper Bound
Urban 14.094 .143 13.814 14.374
Semi-urban 14.161 .145 13.875 14.447
Rural 13.981 .142 13.702 14.260
Source: Primary data

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

PRICE OF GOODS
Monthly income of 95% Confidence Interval
Mean Std. Error
customers Lower Bound Upper Bound
less than 5000 14.000 .486 13.044 14.956
5000-10000 14.195 .176 13.850 14.540
10000-20000 14.162 .100 13.965 14.358
20000-30000 14.074 .105 13.868 14.280
Above 30000 13.963 .179 13.611 14.315
Source: Primary data

Table 6.23 Three way ANOVA for Factor Variable ‘Price of Goods’
Tests of Between-Subjects Effects
Source Type I Sum of Squares df Mean Square F Sig.
Region 41.838 2 20.919 12.724 .000
Area 2.412 2 1.206 .734 .481
Monthly income 2.177 4 .544 .331 .857
Error 695.460 423 1.644
Total 86735.000 432
a. R Squared = .063 (Adjusted R Squared = .045)
Source: Primary data

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Table 6.24 Post Hoc Tests – Price of Goods

Multiple Comparisons Method- LSD
Mean 95% Confidence Interval
Region of (J) Region Std. Sig.
Difference Lower Upper
customer of customer Error level
(I-J) Bound Bound
Central Southern .0278 .15111 .854 -.2692 .3248
Northern -.6458* .15111 .000 -.9429 -.3488
Southern Central -.0278 .15111 .854 -.3248 .2692
Northern -.6736* .15111 .000 -.9706 -.3766
*
Northern Central .6458 .15111 .000 .3488 .9429
*
Southern .6736 .15111 .000 .3766 .9706
Based on observed means.
The error term is Mean Square (Error) = 1.644.
*. The mean difference is significant at the .05 level.
Source: Primary data

Table 6.20 depicts the means of the factor variable ‘Price of Goods’ region
wise. It is seen that the mean score of the northern region (14.524) is higher than
that of the other two regions and there exists a significant difference in the mean
scores among the three regions. To substantiate this notion, F-Test is resorted and
ANOVA (table 6.23) computation shows that region wise variation in the mean
scores of the factor variable –‘Price of Goods’ is significant at 5 percent level of
significance and so the null hypothesis for the region is rejected. It also reveals
that area wise and income wise variation in the mean scores of the factor variable-
‘Price of goods’ is not significant as the P value is more than 0.05.Considering
this, in both the cases, null hypotheses for area and income are accepted. And
so, it seems that there is no statistically significant difference in the case of the
level of customer satisfaction ( highly satisfied) on the factor variable ‘Price of
Goods’ among different areas and income levels of customers of Triveni Stores.

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

2,423, P =.000 < .05 indicates that there exists a significant difference
between at least a pair of regions or more. The Post Hoc test substantiates
the result that there exists significant variation between the central and the
northern regions (P < .05) and the northern and the southern regions (P< .05).
However, the variation of mean scores between the central and the southern
regions is not significant (P>.05). For this reason we are led to believe that the
satisfaction level of customers of Triveni Stores in the northern region seems to be
more on the factor variable-‘Price of goods’ than those of other two regions.

6.3.1.5 Assessment of Variation in the Level of Customer Satisfaction of

the Factor Variable ‘Promotion and Customer Education’ among
Regions, Residential Areas and Income Levels of Customers of
Triveni Stores.
The three regions, residential areas and the income levels of customers
are considered to identify whether a significant variation exists in the level of
customer satisfaction on the factor variable ‘Promotion and Customer
Education’ of Triveni Stores. In the event, the following hypotheses are
considered.

Hypothesis VI
1. H0: There is no difference in the level of satisfaction related to
‘Promotion and Customer Education’ among regions.
H1: There is difference in the level of satisfaction related to
‘Promotion and Customer Education’ among regions.

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

‘Promotion and Customer Education’ among areas.
H1: There is difference in the level of satisfaction related to ‘Promotion
and Customer Education’ among areas.

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 Customer Satisfaction Level of Triveni Supermarket

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

‘Promotion and Customer Education’ among income groups.
H1: There is difference in the level of satisfaction related to ‘Promotion
and Customer Education’ among income groups.

Table 6.25. Estimated Marginal Means of the Regions of Customers of Triveni Stores
Dependent Variable: PROMOTION AND CUSTOMER EDUCATION
Region of 95% Confidence Interval
Mean Std. Error
customer Lower Bound Upper Bound
Central 8.415 .238 7.948 8.882
Southern 11.368 .247 10.882 11.854
Northern 7.377 .255 6.875 7.878
Source: Primary data

Table 6.26 Estimated Marginal Means on Residential Areas of Customers of

Triveni Stores

Dependent Variable : PROMOTION AND CUSTOMER EDUCATION

95% Confidence Interval
Area of customer Mean Std. Error
Lower Bound Upper Bound
Urban 9.642 .245 9.159 10.124
Semi-urban 8.716 .250 8.224 9.208
Rural 8.802 .244 8.322 9.282
Source: Primary data

Table 6.27 Estimated Marginal Means on Monthly Income of Customers of

Triveni Stores

Dependent Variable : PROMOTION AND CUSTOMER EDUCATION

Monthly income of 95% Confidence Interval
Mean Std. Error
customers Lower Bound Upper Bound
less than 5000 9.846 .838 8.200 11.493
5000-10000 9.061 .302 8.467 9.655
10000-20000 8.811 .172 8.473 9.150
20000-30000 8.773 .180 8.419 9.127
Above 30000 8.774 .309 8.168 9.381
Source: Primary data

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Table 6.28 Three way ANOVA for factor variable ‘Promotion and Customer
Education’
Tests of Between-Subjects Effects
Type I Sum of
Source df Mean Square F Sig.
Squares
Region 1257.088 2 628.544 128.948 .000
Area 71.691 2 35.846 7.354 .001
Monthly income 10.643 4 2.661 .546 .002
Error 2061.875 423 4.874
Total 37180.000 432
a. R Squared = .394 (Adjusted R Squared = .382)
Source: Primary data

Table 6.29 Post Hoc Test for Region of customers: Dependent variable –
Promotion and Customer Education.

Multiple Comparisons LSD

Region of Region of Mean Std. 95% Confidence Interval
Sig.
customers customers Difference Error Lower Bound Upper Bound
(I-J)
Central Southern -2.9583* .26019 .000 -3.4698 -2.4469
Northern 1.0764* .26019 .000 .5650 1.5878
Southern Central 2.9583* .26019 .000 2.4469 3.4698
Northern 4.0347* .26019 .000 3.5233 4.5462
Northern Central -1.0764* .26019 .000 -1.5878 -.5650
*
Southern -4.0347 .26019 .000 -4.5462 -3.5233
Based on observed means.
The error term is Mean Square (Error) = 4.874.
*. The mean difference is significant at the .05 level.
Source: Primary data

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 Customer Satisfaction Level of Triveni Supermarket

Table 6.30 Post Hoc Test- Residential Area of Customers of Triveni stores : Dep.
Vari. PROMOTION AND CUSTOMER EDUCATION Method- LSD

Multiple Comparisons
Area of Area of Mean Std. 95% Confidence Interval
Difference Sig.
customers customers Error Lower Bound Upper Bound
(I-J)
Urban Semi-urban .8750* .26019 .001 .3636 1.3864

Rural .8472* .26019 .001 .3358 1.3587

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

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

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

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

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

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Table 6.31 Post Hoc Test –Income of customers of Triveni stores: Dep.Var:
PROMOTION AND CUSTOMER EDUCATION LSD
Multiple Comparisons
95% Confidence
(I) Monthly (J) Monthly Mean
Std. Interval
income of income of Difference Sig.
Error Lower Upper
customers customers (I-J)
Bound Bound
less than 5000 5000-10000 .4286 .88509 .628 -1.3112 2.1683
10000-20000 1.1747 .85188 .169 -.4998 2.8492
20000-30000 1.3709 .85360 .109 -.3070 3.0487
Above 30000 1.4231 .88887 .110 -.3241 3.1702
5000-10000 less than 5000 -.4286 .88509 .628 -2.1683 1.3112
*
10000-20000 .7461 .34118 .029 .0755 1.4168
*
20000-30000 .9423 .34543 .007 .2633 1.6213
Above 30000 .9945* .42518 .020 .1588 1.8302
10000-20000 less than 5000 -1.1747 .85188 .169 -2.8492 .4998
5000-10000 -.7461* .34118 .029 -1.4168 -.0755
20000-30000 .1962 .24828 .430 -.2919 .6842
Above 30000 .2484 .35086 .479 -.4413 .9380
20000-30000 less than 5000 -1.3709 .85360 .109 -3.0487 .3070
5000-10000 -.9423* .34543 .007 -1.6213 -.2633
10000-20000 -.1962 .24828 .430 -.6842 .2919
Above 30000 .0522 .35499 .883 -.6456 .7500
Above 30000 less than 5000 -1.4231 .88887 .110 -3.1702 .3241
5000-10000 -.9945* .42518 .020 -1.8302 -.1588
10000-20000 -.2484 .35086 .479 -.9380 .4413
20000-30000 -.0522 .35499 .883 -.7500 .6456
Based on observed means.
The error term is Mean Square (Error) = 4.874.
*. The mean difference is significant at the .05 level.
Source: Primary data

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 Customer Satisfaction Level of Triveni Supermarket

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

mean score of the southern region (11.363) is higher than that of the other two
regions and so there exists a significant difference in the mean scores among
the three regions. The table of ANOVA (table 6.28) reveals that region-
wise, area- wise and income level variation in the mean scores of the retail
factor ‘Promotion and Customer Education’ is found significant at 5
percent level of significance. This is substantiated by the Post hoc test results
for `the region, area and income levels of customers.

Region wise, F =128.948 with df 2,423, P =.000 < .05 indicates that
there is significant difference among the mean scores of the three regions, the
central, the southern and the northern and so the level of customer satisfaction
varies among regions. Therefore, the null hypothesis for region is rejected.

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

difference exists between urban, rural and semi-urban areas. Residential area
wise =7.354, with df 2, 423, P =.001<.05 (table 6.28) indicates that there is
significant difference between the mean scores of urban, semi-urban and
rural areas. Here also the null hypothesis is rejected at 5 percent level of
significance by concluding that there has been difference in the level of
customer satisfaction among residential areas of customers for the factor
‘Promotion and Customer Education’.

The post hoc test substantiates the result that there exists significant
variation of means of the factor-‘Promotion and Customer Education’ between
the central and the southern, the central and the northern and the southern and
the northern region (P <.05). As a result of post hoc test, it is believed that the
customers of Triveni stores are close to the level of moderate satisfaction in
the southern region with respect to promotion and customer education. But the

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satisfaction level in the central and the northern regions are below the
moderate level (8.415 and 7.377 respectively). The area wise post hoc test
indicates that there is significant difference between the mean scores of urban
and semi-urban area (P<.05) and urban and rural (P<.05). However, the
variation between semi-urban and rural is not significant (P>.05). Since the
mean score of urban areas (9.642) is more than that of semi-urban areas
(8.716) and rural areas (8.802), it is led to believe that the customer
satisfaction level of Triveni stores on the factor variable – ‘Promotion and
Customer Education’ is more at urban areas than in the other two areas.

The level of customer satisfaction on the factor ‘Promotion and

Customer Education’ varies among income levels as the p value is significant
(P=.002 < .05) as per ANOVA results ( table 6.28) and the null hypothesis
for income stands rejected. The post hoc test computations (Table 6.31)
show that the mean variations between customers of income groups Rs 5000-
10000 and Rs 10000-20000 (P<.05), Rs5000-10000 and Rs 20000-30000
(P<.05) and Rs 5000-10000 and above Rs 30000 (P<.05) are significant. It
means that there is significant variation in the satisfaction level of customers
of Triveni on the factor variable ‘Promotion and Customer Education’ among
the above mentioned income groups. As per the mean value (table 6.27), the
income group of less than Rs 5000 has more satisfaction (9.846) than the Rs
5000-10000 group (9.061) However, they have only moderate level of
satisfaction. Among the Triveni customers surveyed, groups of Rs10000-
20000 (8.811), above Rs 30000 (8.774) and Rs 20000-30000 (8.773) have
satisfaction below moderate level. All this shows weaknesses in the promotion
strategies of the Federation.

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6.3.1.6 Assessment of Variation in the Level of Customer Satisfaction of

the Factor Variable ‘Cleanliness and Infrastructure’ among
Regions, Residential Areas and Income Levels of Customers of
Triveni Stores.
In order to understand whether a statistically significant level of
variation exists in the level of customer satisfaction on the factor variable
‘Cleanliness and Infrastructure’ of Triveni stores among the three regions,
residential areas and five income groups of customers, three way ANOVA with
Post hoc option is used in this part of the study. This test gives the F-Values,
mean scores of the dependent variable ‘Cleanliness and Infrastructure’ and the
significant level. The post hoc test identifies the statistically different regions,
areas and income groups. This will help us know whether significant difference
exists in the satisfaction level of customers between/among regions, areas or
income levels. The following are the associated hypotheses considered.

Hypothesis VII
H0: There is no difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among regions.
H1: There is difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among regions.
H0: There is no difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among areas.
H1: There is difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among areas.

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

‘Cleanliness and Infrastructure’ among income groups.
H1: There is difference in the level of satisfaction related to
‘Cleanliness and Infrastructure’ among income groups

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Table 6.32 Estimated regional means of customers of Triveni supermarkets

Dependent Variable: CLEALINESS AND INFRASTRUCTURE
Region of 95% Confidence Interval
customers Mean Std. Error Lower Bound Upper Bound
Central 16.106 .177 15.759 16.453
Southern 16.914 .184 16.553 17.275
Northern 16.922 .190 16.549 17.294
Source: Primary data

Table 6.33 Estimated means of residential areas of customers of Triveni

Supermarkets

Dependent Variable :CLEALINESS AND INFRASTRUCTURE

Area of 95% Confidence Interval
Mean Std. Error
customer Lower Bound Upper Bound
Urban 16.610 .182 16.251 16.968
Semi-urban 17.125 .186 16.759 17.491
Rural 16.207 .182 15.850 16.564
Source: Primary data

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

Dependent Variable : CLEALINESS AND INFRASTRUCTURE

Monthly income 95% Confidence Interval
Mean Std. Error
of customers Lower Bound Upper Bound
less than 5000 16.473 .622 15.250 17.696
5000-10000 16.746 .225 16.304 17.187
10000-20000 16.729 .128 16.478 16.981
20000-30000 16.534 .134 16.270 16.797
Above 30000 16.755 .229 16.305 17.206
Source: Primary data

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Table 6.35 Three way ANOVA for ‘CLEALINESS AND INFRASTRUCTURE’

Tests of Between-Subjects Effects

Source Sum of squares df Mean square F Sig.
Region 63.949 2 31.975 11.881 .000
Area 59.978 2 29.989 11.143 .000
Monthly income 4.305 4 1.076 .400 .809
Error 1138.425 423 2.691
Total 121200.000 432
a. R Squared = .101 (Adjusted R Squared = .084)
Source: Primary data

Table 6.36 Post Hoc Test for Region of customers Dep. Var: CLEALINESS
AND INFRASTRUCTURE
LSD Multiple Comparisons
Region of Region of Mean Std. 95% Confidence Interval
Differenc Sig.
customers customers Error Lower Bound Upper Bound
e (I-J)
Central Southern -.8264* .19334 .000 -1.2064 -.4464
*
Northern -.8056 .19334 .000 -1.1856 -.4255
Southern Central .8264* .19334 .000 .4464 1.2064
Northern .0208 .19334 .914 -.3592 .4009
Northern Central .8056* .19334 .000 .4255 1.1856
Southern -.0208 .19334 .914 -.4009 .3592
Based on observed means.
The error term is Mean Square (Error) = 2.691.
*. The mean difference is significant at the .05 level.
Source: Primary data

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

LSD Multiple Comparisons

Area of Area of Mean Std. 95% Confidence Interval
Difference Sig.
customers customer Error Lower Bound Upper Bound
(I-J)
Urban Semi-urban -.5208* .19334 .007 -.9009 -.1408
Rural .3889* .19334 .045 .0089 .7689
Semi-urban Urban .5208* .19334 .007 .1408 .9009
Rural .9097* .19334 .000 .5297 1.2897
Rural Urban -.3889* .19334 .045 -.7689 -.0089
Semi-urban -.9097* .19334 .000 -1.2897 -.5297
Based on observed means.
The error term is Mean Square (Error) = 2.691.
*. The mean difference is significant at the .05 level.
Source: Primary data

Observing the means (table 6.32), the mean score of the northern region
(16.922) is found to be marginally higher than that of the other two regions.
This substantiated the ANOVA test as F = 11.881 with df 2, 423, P=.000 < .5
(table 6.35). It indicates that there exists significant difference in the value
of means among the regions. The null hypothesis for region is rejected in
this respect. The Post hoc test results inferred that there exists significant
difference between the central and the southern and the central and the
northern regions (P< .5). However, the variation between the mean scores of
the southern and the northern regions is not significant (P> .05). As a result, it
is believed that the level of satisfaction of the selected customers in the
northern region is marginally higher than that of customers in other regions
with respect to the factor –‘Cleanliness and Infrastructure’.

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 Customer Satisfaction Level of Triveni Supermarket

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

wise (table 6.33) also shows a difference among rural, urban and semi-urban
areas as the mean score of semi-urban area (17.125) is higher compared to the
other two areas. The table of ANOVA showing residential area wise,
F=11.143 with df 2, 423, P= .000< .05 (ANOVA table 6.35) proves that
there is significant difference between the selected areas in the satisfaction
level of customers. In this case null hypothesis is rejected. The post hoc test
(table 6.37) substantiates these variations as significant between urban and
semi-urban area, urban and rural and rural and semi-urban areas (P<.05).
Therefore it is concluded that the satisfaction level of customers of Triveni
stores on the factor variable ‘Cleanliness and Infrastructure’ is more in semi-
urban areas (mean score 17.125) than in urban areas (mean score 16.610) and
in rural areas (mean score 16.207).

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

table as P=.809>.05.This shows that there exists no difference among the level
of satisfaction relating to ‘Cleanliness and Infrastructure’ among income
groups. The null hypothesis for income stands accepted here.

Summary
As an endeavor to assess the level of customer satisfaction with Triveni
Supermarkets, twenty variables relating to Triveni Supermarkets have been
considered and rated by customers. Among the variables rated, the price of
goods (other convenience goods) has secured the highest average value and
customer awareness programmes has the lowest mean value. It is seen that
variables relating to the price, the quality of goods, the arrangement of goods,
space layout, etc received the highest average. This means that customers of
the Triveni outlets are satisfied with all these variables. Confirmatory factor

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analysis was resorted to reduce the variables in six factors. While considering
the factor variables, customers were highly satisfied with the ‘Price of Goods’
followed by ‘Quality and Attractiveness of Goods’ and ‘Cleanliness and
Infrastructure’. Customers are satisfied with the Assortment of Goods’, and
‘Service and Staff dedication’. However, the satisfaction level in the case of
factor variable ‘Promotion and Customer Education was only moderate’. It
seems that, as per Three Way ANOVA, the level of customer satisfaction with
respect to all the factor variables studied have significant variations within the
three regions of the state of Kerala. Area wise also, this is reported as the
same, except in the case of the factor variable ‘Quality and Attractiveness of
Goods’, which did not show significant variation. However, the satisfaction
level of different income groups resorting to Triveni Stores does not vary
much except in the case of ‘Promotion and Customer Education’.

Conclusion
According to Treadgold (1998)5, “Consumer satisfaction varies within
the customers of a business as they have different purchasing capacities and
life styles”. For assessing customer satisfaction, segmenting the customers in
to various groups such as dwellers in particular areas, regions, etc. are
inevitable. In the study area, ‘Purchasing capacity’ needs a definition. May be
cultural intervention plays a part as the majority of the dependent variables,
shows statistically different mean levels by region and area. Life styles of the
people in different areas and regions also have an impact on the variation in
the satisfaction level of customers. Triveni Supermarkets highly satisfies
customers only in price, quality and attractiveness of display of goods. In other
retailing areas, they have to come forward by learning and rectifying the weak
points of them.

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

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

New Delhi. Page 377.

[3] Hair. Jr, (2004). Mutivariate Data Analysis. Prentice Hall Pvt. Ltd,
New Delhi, p.232.

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

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

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

…..YZ…..

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