CHAPTER V

SUMMARY OF FINDINGS, CONCLUSIONS, and RECOMMENDATIONS

This chapter summarizes the research work done, the findings

obtained, and the recommendations made as a result of the

research. This was conducted for the purpose of determining the

status of customer satisfaction.

SUMMARY OF FINDINGS
1.PROFILE OF THE RESPONDENTS:
1.1 RESIDENCE
Based on the data gathered and analyze by the

researchers, there are 22 or 20.6% of the respondents

from Barangay Palanginan; there are 22 or 20.6% of the

respondents from Barangay Sto. Rosario; there are 21 or

19.6% of the respondents from Barangay Zone I; there are

21 or 19.6% of the respondents from Barangay Zone IV; and

there are 21 or 19.6% of the respondents from Barangay

Zone VI.

1.2 AGE GROUP

Based on the data gathered and analyze by the

researchers, there are 21 or 19.6% of the respondents are of the

age group 23-27 years old; there are 14 or 13.1% of the

respondents are of the age group 28-32 years old; there are 8 or
7.5% of the respondents are of the age group 33-37 years old;

there are 13 or 12.1% of the respondents are of the age group 38-

42 years old; there are also 8 or 7.5% of the respondents who are

of the age 43-47 years old and there are 43 or 40.2% of the

respondents came from the age group 53 years old and above.

1.3 SEX/GENDER
Based on the data gathered and analyze by the researchers,

there are 90 or 84.1% female respondents and 17 or 15.9 male

respondents who were used in this study. This implies that

females are those members of the family who are in charge of

doing shopping for the family.

1.4 HIGHEST EDUCATIONAL ATTAINMENT

Based on the data gathered and analyze by the

researchers, most of the respondents used in this study

are high school graduates and elementary graduates that

are 48 or 44.9% and 35 or 32.7%, respectively. In

addition, there are 14 or 13.1% who are college graduates

and there are 10 or 9.3% who are graduates of vocational

courses.

1.5 FAMILY MONTHLY INCOME

Based on the data gathered and analyze by the

researchers, there are 42 or 39.3% respondents who have a monthly

family income of Php 5,000 and below, 21 or 19.6% who have

monthly family income of Php 5,001-10,000; 14 or 13.1% who have

monthly family income of Php10,001-15,000; there are 7 or 6.5%

who have a monthly family income of Php 15,001-20,000; and 23 or

21.5% who have a monthly family income of Php 20,001 and above

who were used in this study.

1.6 OCCUPATION
Based on the data gathered and analyze by the

researchers, most of the respondents used in this study

are housewives and self-employed that are 48 or 44.9% and

52 or 48.6%, respectively. In addition, there are 7 or

6.5% who are government employee. This means that those

in charge of shopping for the family are usually

housewives and those individuals who owned a mini-store

(self-employed).

1.7 CUSTOMER IDENTIFICATION

Based on the data gathered and analyze by the

researchers, most of the respondents used in this study usually

made their shopping at Puregold Price Club Inc. and at Savemore

Supermarket that are 52 or 48.6% and 49 or 45.8%, respectively.

In addition, there are 6 or 5.6% who are usually making their

shop at Robinson Supermarket.

1.8 SHOP PER MONTH

Based on the data gathered and analyze by the

researchers, there are 57 or 53.3% respondents who made

 their shopping 3-4 times a month, 28 or 26.2% who made

their shopping 1-2 times a month; 12 or 11.2% who made

their shopping 5-6 times a month; and 10 or 9.3% who made

their shopping 7 times and above a month.

1.9 Response on the Question Relating to the

Importance of the Name of the Supermarkets to where
they intend to Shop
Based on the data gathered and analyze by the

researchers, 73 or 68.2% of the respondents indicate that

it is “neither important or not” for the name of the

place where they do their shopping for the family while

34 or 31.8% of the respondents indicates that it is “very

important” for the name of the place where they made

their shopping for the family.

2. Perception of Respondents towards Customer

Satisfaction - Location
Based on the data gathered and analyze by the

researchers, there is satisfaction with respect to the

factor Location in terms of Accessibility and convenience

obtained a weighted mean of 4.0673 interpreted as Satisfied

and ranked 1.

3. Perception of Respondents towards Customer

Satisfaction - Service Quality.
Based on the data gathered and analyze by the researchers,

there is satisfaction with respect to the factor Service

quality that Parking lot has a weighted mean of 4.0962

 interpreted as Satisfied and ranked 1; Customer assistance

has a weighted mean of 3.8365 interpreted as Satisfied and

ranked 6; Delivery of goods has a weighted mean of 3.8846

interpreted as Satisfied and ranked 5; Friendliness of

employees has a weighted mean of 3.9327 interpreted as

Satisfied and ranked 3; Knowledgeable and quick performance

has a weighted mean of 3.9038 interpreted as Satisfied and

ranked 4; and Availability of staff to offer help has a

weighted mean of 4.0000 interpreted as Satisfied and ranked

2.

4. Perception of Respondents towards Customer

Satisfaction – Product Quality
Based on the data gathered and analyze by the researchers,

there is satisfaction with respect to the factor Product quality

that Freshness of Products obtained a weighted mean of 3.9519

interpreted as Satisfied and ranked 1; Durability obtained a

weighted mean of 3.8173 interpreted as Satisfied and ranked 2nd;

and Product variety obtained a weighted mean of 3.7404

interpreted as Satisfied and ranked 3rd.

5.Perception of Respondents towards Customer

Satisfaction – Ambiance Quality
Based on the data gathered and analyze by the researchers,

there is satisfaction with respect to the factor Ambiance

Quality that Clean and spacious atmosphere obtained a

weighted mean of 3.8269 interpreted as Satisfied and ranked

2nd Display and decoration obtained a weighted mean of

 3.7308 interpreted as Satisfied and ranked 3rd; and Music

and interior has a weighted mean of 3.712 interpreted as

Satisfied and ranked 1st.

6. Perception of Respondents towards customer

Satisfaction – Reliability
Based on the data gathered and analyze by the

researchers, there is satisfaction with respect to the

factor Reliability that Accuracy of receipt obtained a

weighted mean of 3.9519 interpreted as Satisfied and ranked

2nd; and Correct prices obtained a weighted mean of 4.2308

interpreted as Highly Satisfied and ranked 1st.

7. Perception of Respondents towards customer

Satisfaction – Price
Based on the data gathered and analyze by the researchers,

there is satisfaction with respect to the factor price that

Affordability obtained an overall weighted mean of 4.2308

and qualitatively described as Highly Satisfied.

8.Perception of Respondents towards customer

Satisfaction – Promotion
Based on the data gathered and analyze by the researchers,

there is satisfaction with respect to the factor Promotion

that Discounts obtained a weighted mean of 4.2308

interpreted as Highly Satisfied and ranked 1.5; and Promos

obtained a weighted mean of 4.2308 interpreted as Highly

Satisfied and ranked 1.5.

9.A COMPARING RESPONSES BASED ON RESPONDENTS’ CATEGORY
9. 1 The Researchers indicated that there exists no

significant difference on the customer satisfaction when

respondents are grouped according to their age-group”.

9.2 The Researchers indicated that there exists no

significant difference on the customer satisfaction when

respondents are grouped according to sex”.

9.3 The Researchers indicated that there exists no

significant difference on the work performance of the customer

satisfaction when respondents are grouped according to the

respondents’ highest educational attainment”.

9.4 The Researchers indicated that there exists no

significant difference on the customer satisfaction when

respondents are grouped according to their occupation”.

9.5 The Researchers indicated that there exists no

significant difference on the customer satisfaction when

respondents are grouped according to monthly family income”.

9.6 The Researchers indicated that there exists no

significant difference on the customer satisfaction when

respondents are grouped according to customer identification”.

CONCLUSIONS:

Based on the findings of this study, the researchers made

the following conclusions:
1. The Customers mostly are from Barangay Palanginan and

Barangay Sto. Rosario consisting of 22 people consisting 22

people with 20.6% out of 107 people, most of them are 53

yrs. Old and above composed of 43 people with 40.2% out of

107 respondents, most of them are Female with 90 people with

84.1% out of 107 respondents, most of them are High School

Graduates with 48 people with 44.9% out of 107 respondents,

most of them are have Family Monthly Income of 5,000 and

below consisting of 42 people with 39.3 % out of 107

respondents, most of them are Self-employed consisting of 52

people with 44.9% out of 107 respondents, most of them made

their shopping at Puregold Price Club Inc. consisting of 52

people with 48.6% out of 107 respondents, most of them are

made their shopping 3-4 times a month consisting of 57

people with 53.5% out of 107 respondents, and also most of

them indicates that it is neither important or not the name

of the supermarkets consisting of 73 with 68.2% out of 107

respondents.

2. The Customers agree to the Satisfaction with respect to the

factor - Location that Accessibility and convenience

interpreted as satisfied and ranked 1.

3. The customers agree to the Satisfaction with respect to the

factor -Service Quality provided an overall weighted mean of

3.9423 and qualitatively described as Satisfied.

4. The customers agree to the Satisfaction with respect to the

factor – Product Quality provided an overall weighted mean

of 3.8365 and qualitatively described as Satisfied.

5. The customers agree to the Satisfaction with respect to the

factor – Ambiance Quality provided an overall weighted mean

of 3.8430 and qualitatively described as Satisfied.

6. The customers agree to the Satisfaction with respect to the

factor – Reliability provided an overall weighted mean of

4.0914 and qualitatively described as Satisfied.

7. The customers agree to the Satisfaction with respect to the

factor – Price obtained a weightened mean of 4.2308

interpreted as Highly Satisfied and ranked 1st.

8. The customers agree to the Satisfaction with respect to the

factor – Promotion provided an overall weighted mean of

4.2309 and qualitatively described as Highly Satisfied.

9. The customers agree to the Analysis of Variance to Test the

Significant Difference on the Level of Customers’

Satisfaction when respondents are grouped according to

Profile Variables.
RECOMMENDATION

1. Treat all the customers the same. Know exactly how to talk

with customers.

2. Require the same amount of respect from every customer.

Customers like to treat with respect, so treat them with the

same respect you expect to receive from them.

3. The business must understand its customer’s concerns and

needs. In order to give customers what they want, you have to

know what they want. Customers are more vocal than ever.

4. Greet the customers with a smile as they come into entrance

door of the Grocery store and to other shops also. Chatter

with them. This makes the customers feel like you are

interested and alike them too.

5. Be proactive in your approach. Tracking becomes critical

when it comes to avoiding catastrophes or simply reaching out

to customers in a positive way. You can develop a proactive,

rather than reactive, customer service culture by using the

correct tools.

6. Understand your customers. People are unique and getting to

know them on a personal level is crucial to achieving

 customer satisfaction and happiness. Of course, your

marketing staff and customer support agents can never fully

comprehend everyone with whom they deal, but by gathering and

utilizing data, they will be able to better grasp their needs

and desires and respond accordingly.

7. Make the environment pleasant and amusing for the customers.