CUSTOMER SATISFACTION ON THE SERVICE PROVIDED

BY BHAT-BHATENI - POKHARA

Submitted By:

Didas Gurung

PKG High School

A Project Report Submitted to

NEB Nepal for the fulfilment of practical of

Class-12 Marketing Subject

Pokhara

April 29, 2021

 ACKNOWLEDGEMENT

I would like to express my heartfelt gratitude to all those who has helped me to prepare this
project report.

Firstly, I would like to thank my marketing teacher as well as our principle who gave me
the golden opportunity to do this wonderful project on the topic “Customer satisfaction on
the service provided by Bhat-Bhateni”.

Secondly, I would like to thank my friends who helped me alot in gathering different
information, collecting data and guiding me from time to time in making the project report
and special gratitude to the respondents who gave me their important time to respond to my
survey.

At last, I am extremely grateful to my parents for their help, support and co-operation.

Thank You

Didas Gurung.

i
 TABLE OF CONTENTS

Title Page No.

Acknowledgment i

Table of Content ii

Abbreviations iii

List of Table iv

Table of Figure v

Chapter I: Introduction 1-7

1.1 Background of Study 1

1.2 Objective of Study 2

1.3 Importance of the Study 2

1.4 Literature Review 2

1.4.1 Theoretical Overview 3

1.4.2 Review of Previous Study 4

1.4.3 Conceptual Framework 5

1.5 Method of Study 6

1.5.1 Research Design 6

1.5.2 Population and Sample 7

1.5.3 Nature and Sources of Data 7

1.5.4 Data Analysis Tools 7

1.6 Limitation of the Study 7

ii
Chapter II: Presentation and Analysis of data 8-30

Chapter III: Summery and Conclusion 30-32

3.1 Summery 30

3.2 Conclusion 32

Abbreviation

BBSM: Bhat-Bhateni Super Market

iii
 List of Table

Table Title Page No.

2.1 Respondents Classified According. 8

2.2 Age of Respondents. 9

2.3 Customer According to Religion 10

2.4 Customer According to Occupation 11

2.5 Consumer preference of Bhat-Bhateni 13

2.6 Sources of Information about Bhat-Bhateni 14

2.7 Regular and Irregular Customer 15

2.8 Customer Satisfaction on the Quality of Products 17

2.9 Customer Satisfaction on the Price of Goods and Service 18

2.10 Customer Satisfaction on the Quality of Customer Service 20

2.11 Overall Customer Choice for Home Delivery Service 21

2.12 Customers’ Preference of the Products of Bhat-Bhateni 22

2.13 Customers’ Preference of the Products by Price Range 24

2.14 Features that Customer of Bhat-Bhateni look for Shopping 25

2.15 Factors that makes Shopping Easier 27

2.16 Recommendation of BBSM to Others 28

iv
 Table of Figures

Figure Title Page No.

1.1 Conceptual Framework 6

2.1 Respondents Classified According 9

2.2 Age of Respondents 10

2.3 Customer According to Religion 11

2.4 Customer According to Occupation 12

2.5 Consumer preference of Bhat-Bhateni 13

2.6 Sources of Information about Bhat-Bhateni 14

2.7 Regular and Irregular Customer 16

2.8 Customer Satisfaction on the Quality of Products 17

2.9 Customer Satisfaction on the Price of Goods and Service 19

2.10 Customer Satisfaction on the Quality of Customer Service 20

2.11 Overall Customer Choice for Home Delivery Service 21

2.12 Customers’ Preference of the Products of Bhat-Bhateni 23

2.13 Customers’ Preference of the Products by Price Range 24

2.14 Features that Customer of Bhat-Bhateni look for Shopping 26

2.15 Factors that makes Shopping Easier 27

2.16 Recommendation of BBSM to Others 29

v
 CHAPTER I

INTRODUCTION

1.1 Background of study:

The days have passed where the customers had to go from one shop to another shop in
search of products. Nowadays consumer buying is not merely transfer of item from seller to
buyer. Consumers want shopping to be a happy experience. Understanding this need
organization have come to make purchase a happy experience. Marketing is very important
because it relates to customer and their needs. Many organizations are now focusing more
on marketing since it bridges the gap between buyer and sellers. With the fulfilment of
customer’s needs, customer loyalty is for sure to follow.

Customer satisfaction is a term frequently used in marketing. Customer satisfaction is

defined as a measurement that determines how happy customers are with company’s
products & service. It is essential for business success in today’s market place. Businesses
often use customer satisfaction surveys to measure customer satisfaction. These surveys are
used to gather information about customer’s perception towards the company.

This report is about the study of customer satisfaction level of Bhat-Bhateni supermarket.
Bhat-Bhateni is the biggest retail brand in Nepal. It was established in 1984 as a cold store
by Mr. Min Bahadur Gurung. Bhat-Bhateni has gone on to become the leading supermarket
with its 15 branches spread over cities like Kathmandu, Pokhara, Lalitpur, Butwal and so
on. Bhat-Bhateni Pokhara was established on 2012.It has been strategically built in the
commercial center of the city offering a wide variety of local and international products.
Liquors, cosmetics, fresh fruits, vegetables, kitchenware, clothes, sportswear, salon,
electrical appliances, gadgets, toiletries, etc. have been carefully put into different section in
the different floors of the building. Excellent jewelry stores offering a range of gold and
silver ornaments can be found along with a separate area for game and recreation section for
both adults and kids. It is one of the biggest departmental stores in Pokhara, providing
variety of products and services under one roof.

1
1.2 Objective of the Study:

The general objective of the study is to identify the customer satisfaction of Bhat-Bhateni.
This study was designed with the following objectives:

 To know the factors that affect customer’s satisfaction.

 To examine the buying behavior of the customers.
 To know the customers preferences and perceptions at Bhat-Bhateni.

1.3 Importance of the study:

The importance of the study are:

 It helps to study about the customer satisfaction on price level of the product.
 This study assists to identify the factors that influence customer satisfaction.
 This report helps to study the customer’s attitude toward Bhat-Bhateni.
 This report can be good assets of library and guidance for other report writer.
 It helps Bhat-Bhateni as well as the future researchers for identifying customer
satisfaction of Bhat-Bhateni.

1.4 Literature Review:

Literature Review is a process of looking at what research has been done in a specific field
of study. It is the most important part of our report that gives the direction in the area of our
research. Literature review is the secondary source, and does not report new or original
experiment work.

Definition
Supermarket
According to the Webster International dictionary (1993), Supermarket is a self-service
store or independent retail market offering a wide variety of food and household
merchandise, grocery store and it’s smaller than a hypermarket or superstore.

2
1.4.1 Theoretical Overview

Satisfaction according to Hokanson (1995) is affected by many factors which include

friendly employees, courteous employees, knowledgeable employees, and helpful
employees, accuracy of billing, competitive pricing, service quality, good value and quick
services.

According to Hasemark and Albinsson (2004; cited in Singh, 2006:1) “satisfaction is an

overall attitude towards a product provider or an emotional reaction to the difference
between what customers expect and what they actually receive regarding the fulfillment of a
need.”

Ciavolino&Dahlgaard (2007) contend that service quality is the measure of service levels
based on the attributes of the core product. Such attributes include; Facility layout- display
of products, clean environment, clear labeling. Other attributes can be Location, Process -
queue management, waiting time, express checkouts, supermarket operation hours, delivery
time, additional services like parking, parent & baby facilities, and loyalty/membership
cards, Product- variety of groceries, durability, merchandise quality and Merchandising.

According to Thomas, Dan R. E., (1978), service differentiation is necessary for the growth
and development of service businesses.

In this study, we will concentrate on 6 factors of customer satisfaction which are location,
additional services, product quality, service quality, staff service.

Price

Price is one of the main factors for determining the customer satisfaction level of any
business. Likewise, in the retailer's business the pricing plays an important role to attract the
customers and satisfy them. The more reasonable the prices are, the more satisfied the
customers will be.

Location

The location of any store is very important. Location means convenience and accessibility.
It may also mean the number of store in a particular area. Location near to the home reduces
transport cost and time.

3
Additional services

Additional services are another important factor that determines customer satisfaction.
Additional services such as parking lot, membership card, baby areas create convenience
for customer, leading to positive effect on customer.

Product quality

Product quality is described by various attributes including performance, features,

reliability, durability, aesthetics, etc.

Service quality

Service quality is also taken as the one of the main factor determining the customer
satisfaction. Higher the service quality greater is the customer satisfaction.

Staff service

Employees are important for company’s marketing strategy. Company’s marketing concept
is dependent on the employees since they directly interact with customers so while dealing
with the customers, employees need to be at their best behavior.

1.4.2 Review of Previous Study

Mohammad & Mohammad (2012) have conducted a research on “customer satisfaction of

super stores in Bangladesh”. The main objective of the undertaking the study was to
identify the influencing factors of customer satisfaction by employing sophisticated
multivariate technique –Varimax Rotated Factor Analytical Technique. The study has
collected and used only primary data and consulted available literature for designing the
questionnaire. The study has identified factors influencing the customer satisfaction of
superstores in Bangladesh: Product factors, store factors, store service factors and other
facilities. The study has suggested entrepreneurs of super stores to consider these factors
while designing their policies for superstores.

Dineshkumar & Vikkraman (2012) has conducted research on “customer satisfaction

towards organized retail outlets in erode city”. The main objective are to identify the

4
determinants of customer satisfaction in the organized retail outlets in erode city, to find the
attitude and behavior of the customer those who are purchasing in organized outlet in the
city. A total of 200 questionnaires have been randomly distributed to retail customers. The
result of this analysis suggests the degree of customer satisfaction in terms of services
provided by organized retail outlet in erode.

Mavondo (2014) has conducted a research on” customer satisfaction with supermarket retail
shopping”. The main objective was to rank the factors and to relate the importance rankings
to customer satisfaction. The research was conducted for an Australian supermarket chain.
A survey method was utilized to determine key variables that create satisfaction. The
effective sample was 800. All questions were on 10 points scale. Exploratory factor analysis
was used to reduce the number of question into a manageable set. The result suggested that
since retail formats have become very standardized, corporate reputation is rated high and
may be a source of sustainable competitive advantage. Accessibility was considered
important, as was quality of service specially the friendliness and efficiency of checkout
personnel. The result suggested that the satisfaction scores are rather low suggesting to
retailer might be susceptible to an attack by a competitor prepared to deliver superior value
to the customer

1.4.3Conceptual Framework

The following figure depicts the conceptual framework for customer satisfaction of Bhat-
Bhateni supermarket. Six different types of independent variables are used to explain the
state of customer preference (dependent variables) from the products and services offered
by Bhat-Bhateni. They are Price, Location, Additional services, Product Quality, Service
Quality and staff service.

5
 Independent variable Dependent variable

Price

Location

Additional Customer
Service Satisfaction

Product
Quality

Service
Quality

Staff
Service

Figure 1.1: Conceptual frameworks

1.5 Methods of study:

Research method is concerned with various methods and techniques, which are carried out
at the time of study, or used in the process of research studies. It is also a way to
systematically solve the resources problem. The data needed for the study is collected from
the people, through questionnaire. Interpretation of data are done and presented through
tables and charts.

1.5.1 Research Design

Descriptive research design has been done in this study. The data are systematically
collected and presented to give a clear picture of whether customers are satisfied or
dissatisfied with the services provided by Bhat-Bhateni. Descriptive research design is
suitable to answer the research question and give a proper fulfilment of research objective
in this study.

6
1.5.2 Population and Sample
The people of Pokhara valley are the population for this study. Here in this study, the
sample size is 34 respondents.

1.5.3 Nature and Sources of Data

In the study both primary and secondary data are used.

   Primary Data

The data is gathered from the first-hand information sources. The data are collected from
the people by administrating the questionnaire. The questionnaire was administered to 50
people.

 Secondary Data
Secondary data for this study was collected from the published records, research reports,
journals, documents, books and websites. The requirement for theoretical basis of the report
is extracted from the secondary data.

1.5.4 Data Analysis Tools

The collected responses of the respondents were edited, processed and analysed using
different tools and techniques. Data collected from the questionnaire were organized and
enter into Microsoft Excel for proper presentation and analysis. The output is in the form of
appropriate tables, charts and graphs and is interpreted accordingly.

1.6 Limitations of the Study

Every research has its own limitation although the researcher has put maximum attention on
the study .Some of the limitation of the study are listed below:

● Small size customer survey is one of the limitations.

● Finding of the study cannot be generalized for other supermarket.

● Time constraint is another limitation.

● Lack of available or reliable data.

● The study is limited to Pokhara branch of Bhat-Bhateni supermarket.

7
 CHAPTER-II
Presentation and Analysis of data

2 Data Presentation and Analysis

Presentation and analysis of data is one of the most important stages done in report writing.
The unprocessed or raw data are presented in the understandable form with the goal of
highlighting useful information, suggesting conclusions and supporting decision making.
This chapter deals with presentation, analysis and interpretation of data collected from
primary source and presenting the data using variety of tools such as diagrams, charts,
histogram and graphs to meet the objective of study. The data and information are collected
from the people of Pokhara using the questionnaire methods. Here, all the data are
presented in the table and diagrams with the help of MS-Excel.

2.1 Respondents Classified According to Gender

The research is performed with the sample of 50 respondents. The respondents are the
people of Pokhara and both the gender are included i.e. data are classified in male and
female groups and presented in table and figure below.

Table 2.1
Gender Frequency Percent
Male 16 47 %

Female 18 53 %

Total 34 100 %

Respondents Classified According to Gender

(Source: Field Survey 2021)

8
 47% Male
53% Female

Figure 2.1:

Respondents Classified According to Gender

 From Table 2.1 and Figure 2.1 we can conclude that 47 percentages are male respondents
and 53 percentages are female respondents. This can be concluded that 16 are male and
remaining 18 female.

2.2 Age of the Respondents

Age is also one of the main factors which affect the visiting of the customers.
Table: 2.2

 Age of Respondents

Age distribution No. of respondents Percentage

15 - 20 19 55.9%

21 - 25 6 17.6%

26 - 30 5 14.7%

More than 30 4 11.8%

Total 34 100%

(Source: Field Survey 2021)

9
 20
18
16
14
No. of Respondents
12
10
8
6
4
2
0
15 - 20 21 - 25 26 - 30 More than 30
Age Distribution

Figure 2.2

Age of Respondents

Table 2.2 and Figure 2.2 shows that out of total 34 respondents, 19 lies between 15 to 20, 6 lies
between 21 to 25, 5 lies between 25 to 30 and 4 respondents are more than 30 years of age.

 2.3 Customers According to Religion

Customer frequency differs with the religion as well. There are different religions in the
Pokhara city and they are as Hindu, Buddhist, Christian, Muslim and others.

Table 2.3

Customers According to Religion

Religion Frequency Percentage

Hindu 13 38.2%
Christian 4 11.8%
Muslim 1 2.9%
Buddhist 16 47.1%
Other 0 0%
Total 34 100%
(Source: Field Survey 2021)

10
 18
16
14

Frequency 12
10
8
6
4
2
0
Hindu Christian Muslim Buddhist Other
Religion

Figure 2.3

Customers According to Religion

The table 2.3 and figure 2.3 represents the religion of customers of Bhat-Bhateni. From the
table it was clear that majority of the customers are Buddhist i.e. 47.1 percent are Buddhist,
38.2 percent Hindu, 11.8 percent are Christian and 2.9 percent are Muslim.

2.4 Customers According to their Occupation

Customer frequency differs with their occupation and the occupation determines the standard
of an individual. The buying habits differ according to the standard of an individual which is
directly or indirectly related to the occupation of the individual.

11
 Table 2.4

Customers According to their Occupation

Occupation Frequency Percentage

Farmer 0 0%
Businessman 8 24.2%
Foreign Employee 17 51.5%
Government Employee 3 9.1%
Other 6 15.2%
Total 34 100%
(Source: Field Survey 2021)

18%
24%

Farmer
9%
Businessman
Foreign Employee
Government Employee
Other

50%

Figure 2.4

Customers According to their Occupation

The figure 2.4 shows the occupation of the customers. From the figure it is clear that Bhat-
Bhateni is famous among Foreign employee as 50 percent are the customers consuming the
products of Bhat-Bhateni, 9 percent of the customers are Government employee, 23 percent
are Businessman and other customers share 18 percent.

12
2.5 Consumer preference on Bhat-Bhateni

Consumer preference may differ from person to person. One may prefer to buy products at a
reasonable price without worrying about quality. Others may prefer to buy quality products,
though prices of products are high. Some may prefer to buy products according to their
budget. Consumers may also prefer shopping in that store, which provides a variety of
products under a single roof.

Table 2.5

Consumer Preference on Bhat-Bhateni

Consumer preference Frequency Percentage

Yes 31 91.2%
No 3 8.8%
Total 34 100%
(Source: Field Survey 2021)

9%

Yes
No

91%

Figure 2.5

Consumer Preference on Bhat-Bhateni

From the Figure 2.5 we can conclude that 91 percent people prefer shopping at Bhat-Bhateni
whereas remaining 9 percent people don’t prefer shopping at Bhat-Bhateni.

13
2.6 Source of information about Bhat-Bhateni

People may gain information from various mediums i.e. social media, friends and relatives
and so on.

Table 2.6
Source of information about Bhat-Bhateni
Medium Frequency Percentage

Friends 5 15%
Social Media 10 29%
Parents 11 32%
Friends, social media and 1 3%
parents
Friends and social media 3 9%
Friends and parents 1 3%
Social media and parents 1 3%
Others ( relatives & wife ) 2 6%
Total 34 100%
(Source: Field Survey 2021)

12
10
8
6
4
2
Frequency

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Medium

Figure 2.6

Source of information about Bhat-Bhateni

14
From Table 2.6 and Figure 2.6, we can conclude that most of people gain information about
BBSM through the medium of parents’ i.e. 32 percentages, 29 percent through social media,
15 percent through friends, 3 percent through friends, social media and parents, 9 percent
through friends and social media, 3 percent through friends and parents, 3 percent through
social media and parents and 6 percent through others i.e. relatives and wife.

2.7 Regular and Irregular Customers

Customers visiting to Bhat-Bhateni are regular as well as irregular i.e. often and seldom.
Customers come to Bhat-Bhateni because they are much satisfied with products and their
services.

Table 2.7

Regular and Irregular Customers

Particular Frequency Percentage

Regular 4 12%
Often 19 56%
Seldom 11 32%
Total 34 100%
(Source: Field Survey 2021)

12%

32%

Regular
Often
Seldom

56%

15
 Figure 2.7

Regular and Irregular Customers

The table 2.7 and figure 2.7 shows the number of regular and irregular customers of Bhat-
Bhateni. We can see that around 56 percent of the customers visit the supermarket often and
around 32 percent of the customers visit the supermarket seldom. Only 12 percent of
customers visit Bhat-Bhateni regularly.

2.8 Customer Satisfaction on the Quality of Products

Bhat-Bhateni is providing various products from grocery to clothing, home utensils to

electronic appliances; everything is found under the same roof. Bhat-Bhateni is the leading
supermarkets in Nepal and has various branches around the country. Bhat-Bhateni in Pokhara
is also providing the quality services and products to its customers.

Table 2.8

Customer Satisfaction on the Quality of Products

Rating Frequency Percentage

Very satisfied 1 3%

Satisfied 22 63%

Neutral 10 25%

Dissatisfied 1 3%

16
Very dissatisfied 1 3%

Total 34 100%

(Source: Field Survey 2021)

25

20

15
Frequency

10

0
Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied
Rating

Figure 2.8

Customer Satisfaction on the Quality of Products

The table 2.8 and figure 2.8 shows the customer rating on the quality of products of Bhat-
Bhateni. Majority of the customer with 63 percent are satisfied with the quality of the
product. About 25 percent are neutral, 3 percent are satisfied, 3 percent are dissatisfied and
remaining 3 percent are very dissatisfied with the quality of product.

2.9 Customer Satisfaction on the Price of Goods and Services

Price is the key variable that determines the level of satisfaction of the customers in any
business sector. The supermarkets or retail business solely depends on its customers and for
the customers, pricing of the goods and services means a lot. So keeping this thing in mind
Bhat-Bhateni is providing quality goods and services in a very reasonable price because of
which daily new customers are attracted towards the supermarket.

Table 2.9
17
 Customer Satisfaction on the Price of Goods and Services

Rate Frequency Percentage

Very satisfied 1 3%

Satisfied 15 44%

Neutral 15 44%

Dissatisfied 2 6%

Very dissatisfied 1 3%

Total 34 100%

(Source: Field Survey 2021)

3% 3%
6%

Very satisfied
Satisfied
44% Neutral
Dissatisfied
Very dissatisfied
44%

Figure 2.9

Customer Satisfaction on the Price of Goods and Services

The table 2.9 and figure 2.9 shows the customer level of satisfaction regarding the pricing of
products in Bhat-Bhateni. We can see that about 44 percent customers are satisfied as well
are neutral and 3 percent customers are very satisfied. Remaining 6 percent are dissatisfied
and 3 percent customers are very dissatisfied with the price of goods and service.

18
2.10 Customer Satisfaction on the quality of customer service

Customer service is the major service that any business should provide to its customers.
Better the customer service, more satisfied are the customers and better will be the business.
Keeping this thing in mind Bhat-Bhateni is providing regular and effective customer services
to its customers.

Table 2.10

Customer Satisfaction on the quality of customer service

Rating Frequency Percentage

Very satisfied 2 6%
Satisfied 17 50%
Neutral 11 32%
Dissatisfied 1 3%
Very dissatisfied 3 9%
Total 34 100%
(Source: Field Survey 2021)

19
 9% 6%
3%

Very satisfied
Satisfied
Neutral
32% Dissatisfied
50% Very dissatisfied

Figure 2.10

Customer Satisfaction on the quality of customer service

The table 2.10 and figure 2.10 represents the customer rating on the quality of the customer
service provided by Bhat-Bhateni. From the table, we can say that majority of the customers
are satisfied with the customer service provided by Bhat-Bhateni. About 50 percent
customers are satisfied, 32 percent are neutral and 6 percent customers were very satisfied.
About 3 percent customers were dissatisfied and 9 percent customers were very dissatisfied
with the customer service provided by Bhat-Bhateni.

2.11 Overall Customers Choice for the Home Delivery Service

Home Delivery Service is nowadays a most essential service that is need for a customer. The
customer orders the products online or places the order through calls and the ordered products
are delivered to the customers. But Bhat-Bhateni is lacking behind this service for its
customers. So the question is asked to the customers if they require the Home Delivery
Service or not and the choice of the customers are shown below.

Table 2.11
Overall Customers Choice for Home Delivery Service

Home Delivery Frequency Percentage

Yes 33 97%

20
 No 1 3%
Total 34 100%
(Source: Field Survey 2021)

35

30

25
Frequency

20

15

10

0
Yes No
Home Delivery

Figure 2.11

Overall Customers Choice for Home Delivery Service

The table 2.11 and figure 2.11 shows that about 97 percent of customer wants BBSM to start
home delivery service whereas 3 percent customer voted for no to home delivery service.

2.12 Customers’ Preferences of the Products of Bhat-Bhateni

Bhat-Bhateni is the supermarket where almost all types of products and goods are available
for the customers under single roof. Bhat-Bhateni is providing the customers with quality
services and products like; Food stuffs, Appliances (electric, kitchen, etc.), cosmetics,
clothing and various other products. Due to the easy availability of these quality products in a
single store, more people prefer to visit Bhat-Bhateni.

Table 2.12

Customers’ Preferences of the Products of Bhat-Bhateni

21
Products Frequency Percentage

Food stuff 12 35%

Appliances 0 0%
Cosmetics 1 3%
Clothing 2 6%
Food stuff, appliances and 2 6%
clothing
Food stuff, appliances and 1 3%
other (Toys for kids)
Food stuff and appliances 8 23%
Food stuff and cosmetics 2 6%
Food stuff and clothing 5 15%
Food stuff and other 1 3%
(Restaurant)
Total 34 100%
(Source: Field Survey 2021)

3%
Food stuff Appliances
15% Cosmetics Clothing
6% 35%
Food stuff, appliances and Food stuff, appliances and
clothing other (Toys for kids)
24% Food stuff and appliances Food stuff and cosmetics
3% Food stuff and clothing Food stuff and other
(Restaurant)
3% 6% 6%

2.12 Figure

Customers’ Preferences of the Products of Bhat-Bhateni

The table 2.12 and figure 2.12 represents the customers’ preferences of the products available
in Bhat-Bhateni. It is clear that 35 percent of the customers prefer to buy food stuffs , 6
percent prefer to buy the clothing in Bhat-Bhateni, 3 percent of the customers prefer buying
the cosmetic products ,6 percent prefer to buy food stuff, appliances and clothing,1 percent
prefer food stuff, appliances and other(toys for kids),23 percent prefer food stuff and
appliances ,6 percent prefer food stuff and cosmetics ,15 percent prefer food stuff and
clothing and 3 percent of customers prefer to buy food stuff and other(restaurant).

22
2.13 Customers’ Preferences of Products by Price Range
Customers’ preference also differs with the price range. Price is also one of the main factors
which affect the customer’s behaviour while buying the products. Price of the product ranges
from high to low. In the same way, in Bhat-Bhateni the prices of the products have been
categorized into five different labels: Low, Affordable, Reasonable, Slightly high and Very
high.

Table 2.13

Customers’ Preferences of Products by Price Range

Price Range Frequency Percentage

Low 0 0%
Affordable 25 73%
High 8 24%
Very High 1 3%
Total 34 100%
(Source: Field Survey 2021)

30

25

20
Frequency

15

10

0
Low Affordable High Very High
Price Range

23
 Figure 2.13

Customers’ Preferences of Products by Price Range

The table 2.13 and figure 2.13 shows the analysis of the customers’ preference of products by
price range of Bhat-Bhateni Super market. It is clear that lower the price range then more the
products are preferred by the customers. Majority of the customers i.e. about 73 percent feel
the price range of the products of Bhat-Bhateni as affordable, 24 percent feels the price is
high and remaining 3 percent customers feel the price of the products as very high.

2.14 Features that Customers of Bhat-Bhateni look for Shopping

Customers have various criteria to be fulfilled for being satisfied while shopping or buying
any products in the market. The features that make the customers satisfied are price, quality
of products, variety of products and branding. Keeping this fact in mind Bhat-Bhateni is also
providing variety of products with best quality in reasonable price to the customers

Table 2.14
Features that Customers of Bhat-Bhateni look for Shopping

Features Frequency Percentage

Price 0 0%
Brand 1 3%
Quality 6 18%
Variety of products 10 29%
Price, brand and quality 1 3%
Price, quality and variety of 2 6%
products
Price and quality 2 6%
Price and variety of product 1 3%
Brand and quality 3 9%
Brand and variety of product 2 6%
Quality and variety of 6 17%
product
Total 34 100%
(Source: Field Survey 2021)

24
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Features

Figure 2.14

Features that Customers of Bhat-Bhateni look for Shopping

The table 2.14 and figure 2.14 shows the features that customers of Bhat-Bhateni seek for
shopping. The Variety of products is the most important feature for customers as about 29
percent of the customers voted for it. About 18 percent of the customers voted for the quality
of products, 3 percent voted for branding, 3 percent voted for the price, brand and quality, 6
percent voted for price, quality and variety of product, 3 percent voted for price and variety of
product, 9 percent voted for brand and quality, 17 percent voted for quality and variety of
product, 6 percent voted for price and quality of products and remaining 6 percent voted for
brand and variety of products.

2.15 Factors that Makes the Shopping Easier

For the customers to be satisfied, s/he first has to feel comfortable while doing the shopping.
Easier it is for the customers to do shopping more satisfied they become. So to make the
shopping easier there are various ways that a supermarket can do for its customers. They are:
better labelling, sectioning, better customer service and location. Bhat-Bhateni is one of the
supermarkets that provide the customer a better environment and easier shopping options.

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 Table 2.15

Factors that Makes the Shopping Easier

Option Frequency Percentage

Better labelling 4 12%

Sections 10 29%
Location 1 3%
Better Customer service 6 17%
Better labelling, sections & 1 3%
better customer service
Sections, location & better 1 3%
customer service
Better labelling and sections 4 12%
Better labelling and location 1 3%
Sections and location 5 15%
Sections &better customer 1 3%
service
Total 34 100%
(Source: Field Survey 2021)

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Figure 2.15
Factors that Makes the Shopping Easier

The table 2.15 and figure 2.15 shows the factors that make the shopping easier for the
customers. About 29 percent believes the sections can make the shopping easier, 17 percent

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voted for the better customer service, 12 percent voted for better labelling , 3 percent voted
for location and 12 percent voted for better labelling and section, 15 percent voted for
sections and location, 3 percent voted for section & better customer service another 3 percent
voted for better labelling and location and remaining 3 percent thinks better labelling,
sections and better customer service make it easier while shopping.

2.16 Customer recommendation of BBSM to other potential customers

This section includes the recommendation of BBSM to other potential consumers by the
present or current customer.

Table: 2.16

Recommendation of BBSM to others

Recommend Frequency Percentage

Yes 30 88%
No 4 12%
Total 34 100%
(Source: Field Survey 2021)

12%

Yes
No

88%

Figure 2.16

Recommendation of BBSM to others

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The table 2.16 and figure 2.16 shows that 88 percent of the customer recommends BBSM to
their friends, family and other potential customer but 12 percent customer do not recommend
BBSM.

2.17 Good and Bad aspect about Bhat-Bhateni

Individual need differ from each other and every need of a customer cannot be met by a
business firm. So some of the good and bad aspects about Bhat-Bhateni are given below:

Good Aspect:

Bhat-Bhateni is providing a variety of goods under a single roof that has made the customer easier for
shopping. And also it has been able to provide a suitable environment for the family. One of the
unique features of Bhat-Bhateni is its elevator and escalator system. Bhat-Bhateni is also providing a
spacious parking facility for its customers along with varieties of games in their gaming section.

Bad Aspect:

Some of the bad aspects about Bhat-Bhateni are its low customer service and some of the products are
tagged high price. Since it is COVID-19 pandemic time, there is no management of customers i.e.
how many people can do shopping in each section and how much time they can do shopping. Due to
the crowded environment, customers are not able to shop properly. People have to wait a lot during
the time of checkout in the food section and don’t get free bags when they buy a lot of stuff.

2.18 Suggestions for the improvement of services provided by BBSM

Customers are the core of every business and should always be your top priority. Happy
customers recommend to their friends about their positive experience. Business firm should
focus on keeping customers happy and satisfied with great products and excellent
service. Business firm can improve customer service by passing suggestions and feedback.  To
provide excellent customer service, you first need to understand their needs and experiences.
For these, you need to ensure that you provide your customers multiple ways to share their
feedback. You can do this through telephone surveys or a feedback from sent via email.
Other than surveys, you can also establish a complaint system, which will better enable your
customers to raise their issues. This will let you know all about their good, bad, and ugly
experiences when interacting with your brand. Through this, you gain the area you’re doing
well, and which areas require improvement. Connecting with your customers to gather
feedback also has another important benefit - it makes them feel that you value them, and are

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willing to resolve their issues. This can help to establish trust, and may even prevent them
from sharing their concerns or negative comments on social media. 

 The suggestions, suggested by the respondents are as follows:

         BBSM should start focusing on online shopping. Through online shopping,

customers can save valuable time and money.
         Food section layout should be a little bit big so that customers can do shopping
properly.
         It should start providing the facility of home delivery service to make shopping
more convenient.
        There is only one branch at Pokhara valley so the number of branches should be
increased for more convenience.

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 CHAPTER III
SUMMERY AND CONCLUSION

3.1 Summary
 The main objective of this research was to analyze the level of customer satisfaction on the
basis of price charged, service delivered and quality of product offered by Bhatbhateni Super
Market similarly this research was conducted to find out the reasons for choosing
Bhatbhateni by the customer and also to analyze variation in customer satisfaction among the
age group, gender and the occupation of the customer.
 
Research design used in this research was descriptive research design and the sample taken
was 34 among the infinite population visiting BBSM. The data had been generated by
primary sources. For collecting the data through primary sources, questionnaire methods had
been used to know customer satisfaction and books, websites and newspapers were secondary
sources of information. To make the report simple and easily understandable, charts and
diagrams were used. The collected data was in unorganized form. So, they were organized
properly to save time and prevent mistakes. The appropriate data had been converted into
tabular and graphical form with the help of Ms-Excel. Pie-charts and bar diagrams were
designed on the basis of data as per required.
 
The research shows that out of the total respondent female had the majority in visiting
BBSM, most of them are aged between 15 to 20 years old .The conclusion shows that people
visit BBSM because of the product variety available . Bhat-Bhateni is famous among foreign
employees. The study reveals that the customers are satisfied with the products and services
provided by Bhat-Bhateni super market. 

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3.2 Conclusion
From the research, we can conclude that features such as product price, quality products,
customer service and other services provided attract the customers at large. The study reveals
that the customers are satisfied with the products and services provided by Bhat-Bhateni
Super market. Quality of the products is the most important determining factor for customer
satisfaction. The study shows that customers prefer to buy foodstuffs more from Bhat-
Bhateni Supermarket. Price of products is affordable and they are interested in
recommending it to their friends and family.

Super market is a customer oriented service sector. Quality and customer satisfactions are
going to be the key differentiation for each supermarket’s future success. With better
understanding of customers’ preferences and satisfaction level super markets can determine
the actions required to meet the customer needs. They can identify their own strengths and
weaknesses, where they stand in comparison to their competitors and chart out future
progress and improvement on customers’ needs and wants. Those organizations
concentrating on marketing are found to be successful though success depends on many other
factors.
 
With the change in time, the strategies employed by companies to retain their customers have
also changed. The entry of new players in the market has made the competition so
competitive that companies are forced to bring in new features to gain competitive advantage.

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