CHAPTER I

1.1 INTRODUCTION TO THE TOPIC :-

Consumer or customer satisfaction is defined as “the number of consumers or percentage

of total consumers, whose reported experience with a firm, its products, or its services exceeds
specified satisfaction goals”. Consumer satisfaction is how happy a consumer is with a product or
service, both in the producer’s performance as well as the company’s delivery of the product to the
market.

Retailers have recognized this trend and are of the view that customer or consumer
Satisfaction plays an important role in the success of business strategies. Therefore it has become
important for retail stores to try and manage customer satisfaction.

This study was thus developed top investigate the satisfaction levels of consumers with
respect to dimensions of service quality in future group retail store “Krishna Departmental Store”.
Data was collected from the consumers or customers of “Krishna departmental store” in Karur city.
The study examined the importance of overall dimension and specific elements of customer
satisfaction towards the measurement of satisfaction levels.

Therefore it's necessary for all the organizations to fulfill all the clients’ expectations and
establish that they're glad customer. Customer satisfaction is that the live off however the
requirements and responses area unit collaborated and delivered to surpass customer expectation.
It will solely be earned if the client has associate overall sensible relationship with the provider.

In today’s competitive business marketplace, customer satisfaction is a vital performance

exponent and basic person of business ways. Hence, a lot of customer satisfaction in the business
and also the bonding with customers. Customer satisfaction is that the live off but the wants and
responses square measure collaborated and delivered to surpass shopper expectation. It'll alone be
attained if the shopper has associate overall wise relationship with the supplier. In today’s
competitive business marketplace, customer satisfaction may be a very important performance
exponent and basic person of business ways that.

During this process the customer comes across working environment of various
departments and the type of strategies involved in the association. This helps the customer to make
strong opinion about the supplier which finally results in satisfaction or dissatisfaction.
1
1.2 INTRODUCTION TO THE INDUSTRY :-

Retailing includes sell of the goods in a particular location to consumers. Retail industries
make available of varieties of the products within the indoor and in the Indian retail sectors are
divided into 2 parts such as organized sector and unorganized sector retail stores. Now days
customers are like to unlimited. This recognize as departmental stores.

The retailer is middle of the manufacturers and the end consumer/customers. Retailing
includes the handover of the goods and the services to the end consumers/customers for the
individual or non-individual purposes. Customer needs to purchase products from retailers to fulfill
their daily requirements or basic needs, means customer wants to buy the varieties of products like
groceries, foods, electronics, clothes, stationeries etc..

The Indian retail industries are the largest amongst the industries. Retail industries are
awning above the 10% of Indian employments chances.

5 RETAILING IN INDIA :-

Indian retail sectors are divided into 2 parts, such as organized sector and unorganized
sector retail stores. Recently, the organized sectors are moving forward speedily. The retail sectors
are trying to make different in the lifestyle of the Indian consumers. At present time Indian
consumers are completely informed about the quality of products and services.

Till 2012, the Indian Govt. did not accept FDI on retail multi brands, any ownership in
supermarket and also 51% limited ownership on single brand retail outlets. But in January 2012,
Indian Govt. decided to give opportunity to a single brand retailer, they owned at 100% ownership,
but they should 30% source from India and providing employment opportunities in India. In
November 2012, the Indian Govt. decided retail reform to liberalizing the condition for multi
brands and single brand store. This way MNC entered towards Indian retail market. Like Wallmart,
Carrefour and Tesco. Same way the single brand also investing more in Indian retail store which
are IKEA, Nike, and Apples etc.

Currently the Indian retail sector is growing positively. According to retail sector, 12 core
and also annual growing rate of retail sector is 5.7%. Majorly food and grocery retail stores
contributing 7.439 core per annum of world highest retail in India only.

2
 Indian retail contributing more for GDP compared to other countries and that is India 10%,
USA 10%, China 8% and Brazil 6%. Indian retail sector working favourably to the customers, we
can see some favouring works.

Indian retail sectors boosted the purchasing capability of consumers along with the per
capital income. Retail sectors are encouraging the credit facilities.

Indian retail sectors boosted the purchasing capability of consumers along with the per
capital income. Retail sectors are encouraging the credit facilities.

8 RETAIL FORMATS IN INDIA :-

Specialty stores :-

It is a single brand stores which providing the best services to the customers. Reebok and
Manchester United stores are the example.

Convenience stores :-

It is located in the residential areas, customers can buy immediately and that is why that quite of
high price and quality of products. Like Reliance Fresh.

Departmental stores :-

It is carrying varieties of product and wide range of assortments at lower prices than other stores
to customers. Example is Food World.

Discount stores :-

They sell huge amount of products but less than actual rate. In this stores gives the preferences to
the manufacture brands. Example is the Loot.

Hypermarket :-

It is located at fixed area and providing variety of products at affordable prices to consumers and
providing best services to the consumers and carrying of consumers.

Supermarket :-

It is selling mainly grocery and non-food products. Example is Spar.

3
Malls :-

It is located mainly in big cities and consisting high quality products. It is providing products, food
and entertainment in single outlet. Example is Mantri Mall.

Vending machines :-

This system is not popular in India. Actually it came recently. This is automatic machine, in which
customer can put money and take the products immediately.

4
1.3 INTRODUCTION TO THE COMPANY :-

There is 3 partners of the departmental store. They are L. Srirama Subramaniyam and L.
Periya Perumal and L. Krishna Kumar. There are 3 branches in the Krishna departmental store.
They are Vaiyapuri Nagar (Karur), Gandhi gramam (Karur), Vadavalli (Coimbatore).
Krishna departmental store as started Since 1995 as small retail shop and They have
learned and observed about the Departmental Store and After 4 years They have started Wholesale
and Retail Store as Krishna departmental store at Vaiyapuri Nagar (Karur) Since 1999 and they are
developed Krishna Departmental store at Gandhi gramam (Karur) and After they have gained more
profit from 2 branches of Krishna departmental store and They have started 3 branch at Vadavalli
(Coimbatore).

There are 95 employees working in the Krishna departmental store. They are provide their
employee salary at the month of 10th. Their working Timing as 9 Am to 10 Pm.

They are providing products such as Snacks, Cosmetic items, Species, Dal items, Tea &
coffee, Flour mates, Toys, Stationary items, Home Appliances, Kitchen Appliances, Household
cleaners, Electronics items, Handmade products, Sporting equipment, Pharmacy products, Gift
products.

In the departmental store as providing features such as Seasonable Price, Collections,

Product Exchange, High Quality Products at a reasonable price, Home Delivery, Food cafe.

Krishna Departmental store At Vadavalli, Coimbatore.

5
 Krishna Departmental Store Bill

View of Krishna Departmental Store

6
Krishna Departmental store At Ghandhi Gramam, Karur

Krishna Departmental store At Vaiyapuri Nagar, Karur

7
1.4 NEED FOR THE STUDY : -

Customer is the most important assets for every organization. Customers have a role
directly and indirectly in the cash flow for the organization. The satisfied customers will make their
outstanding quickly which will increase the cash flow. The research was undertaken to study and
analyze the consumer satisfaction with respect to dimensions of the service quality towards the
Krishna departmental store. Customer satisfaction is how happy a customer is with a product or
service, both in the product’s performance as well as the company’s delivery of the product to the
market.

8
1.5 OBJECTIVES OF THE STUDY :-

 To study the needs of the customers.

 To study the customer’s opinion and ideas about the price, quality and service Provided by
the departmental store.

 To examine the expectation and satisfaction level of the customers from the Krishna
departmental store.

 To study the factor influencing the customer to purchase household product from the
departmental store.

 To Study the quality of service maintained in the Krishna departmental store.

9
1.6 LIMITATIONS OF THE STUDY : -

 At Krishna Departmental Store every day visit more customers, so everyone have their
different opinions we cannot respond to everyone’s opinion.
 A period of six weeks was not so convenient and it is not possible to collect the more data
from the respondents.
 Customers were involved in the store with shopping, so it was very hard to collect the
answers of questionnaires .
 The statistical Tools used for the study have their own limitations.

10
1.7 SCOPE OF THE STUDY :-

Customer is the most important assets for every organization. It assists to collect the
information about the customers’ needs and wants, requirements, lifestyle and attitude towards the
shopping and their satisfaction levels. It assists to know how the customers are attracted towards
the Krishna departmental store and services. It assists to resolve which method is suitable for the
customer satisfaction. The research of the study will help how to improve customer satisfaction in
throughouts service quality of Krishna departmental store.
The present study intends to provide an integrated picture of the level of customer
satisfaction towards Krishna departmental store, in the market.

The study was conducted in the city of Karur, Tamilnadu. Consumers of Krishna
departmental store have been chosen. The study is also intended to know the level of customer
satisfaction towards the products/ service provided by Krishna departmental store.

The research also seeks to provide the company with suggestions for improving the services
by them and also provides the information to the company about the rising competition faced by
them. The research of the study will help how to improve customer satisfaction in throughout
service quality of Krishna Departmental store.

11
 CHAPTER II

2. REVIEW OF THE LITERATURE

Knutson (1988)1 examined that room cleanliness and comfort, convenience of location,
prompt service, safety and security and friendliness of employees are important to satisfy the
customer. These are the determinants of customer satisfaction, if these all will be included in
any service then there is no dissatisfaction.
Atkinson (1988)2 examined that cleanliness, security, value for money and courtesy of staff
determine customer satisfaction. These all are main factors which will help a customer to
become satisfied and then analyze the service in later point of time.
Labagh and Barsky (1992)3 studied that employee’ attitude, store location and facilities are
the factors which influence the customer satisfaction in service center of automobile industry.

Akan (1995)4 examined “The main determinants of customer satisfaction are the behavior of
employees, cleanliness and timeliness. It means manner, behavior of employee’s leads to the
21 customer satisfaction as well as cleanliness and the services at time also leads to satisfaction
of customer”.

Sulek (1995)5 examined that “The customer satisfaction positively profitably affects the
services. It means the demand of the service will be increase day by day. It also said that
customers are brand loyal and if they satisfy then they avail the services whether the service
charges are high. Customer satisfaction is very profitable for any organization to increase their
sales, income, revenue and customer base. So Sulek call it as positively affects the sales of
services”.
According to Richard Oliver (1995)6 “Customer satisfaction is nothing but customer’s
response of fulfillment. Satisfaction is a judgment about any service feature or about the service
itself which provides a level of pleasure for consumption- related fulfillment”.
Choi and Chu (2001)7 studied that staff efficiency, machines and the brand value are the top
three factors that determine customer satisfaction in retail services.

Anderson (2004)8 examined that “There is a positive integration between satisfaction of the
customer at store level. Customer satisfaction I s the best way which will enhance the financial
performances, profitability of the company and number of customers who will directly or
indirectly increases the revenue of the company. Customer satisfaction also says that if any
12
company has large number of satisfied customers base d then the company is the market leader
because their quality services, standard services at low price”.
Miguel I. Gomez, Edward W. McLaughlin, Dick R. Wittink (2004)9, analyzed to evaluated
a connection between the perception as well as the satisfaction of customer, also between
customer pleasure and the sales performances.
According to Philip Kotler/principal of marketing (2005)10 “Consumer satisfaction is a
person’s feeling of pleasure or disappointment resulting from compromising a products
perceived performance or outcome in relation to his or expectations”.
Babakus (2008)11, examined that if service quality is linked to the customer satisfaction within
service providing firm and found that service quality has a significant impact on the profit of
the firm. It means quality of service directly impact on the profit of the firm or services quality
leads to the customer satisfaction and it increases the profit of the organization or firm.
DR. T N R. Kavitha, Mr. R Mohana, Sundaram (2010)12, studied that “Customer
satisfaction towards any service is carried out with some objectives like determining the
customer expectation and to know the satisfaction level. It means if any company is focusing
on the customer satisfaction of customer than there is motive behind, it which is to retain large
number of customers and to know the expectations of the customers”.
Dinesh kumar, P.Vikkraman (2012)13 studied that satisfaction of customers are largely
remembered as the main component for attracting the customers for the post purchase
behavior. The customers who are satisfied are use to say to other people about their positive
experience and then engaged in word of mouth advertising for positive sense. Word of mouth
is the best way of marketing because an experienced customer is attached in such activity.

13
 CHAPTER III

3. RESEARCH METHODOLOGY

The aim of this thesis was to gather the opinion of Krishna Departmental Store’s customers
on the customer service, products, prices etc. The customer satisfaction research was implemented
by using quantitative research. The questionnaires were handed out to the customers in the stores.
The questionnaire included a mixture of structured and open questions. This enabled the customer
to write their open opinions and improvement suggestions down. The survey aimed to find out
customers’ general opinion about the company.

3.1 RESEARCH DESIGN :-

Research design is the framework of research methods and techniques chosen by a
researcher. The design allows researchers to hone in on research methods that are suitable for the
subject matter and set up their studies up for success. The design of a research topic explains the
type of research (experimental, survey research, correlational, semi-experimental, review) and also
its sub-type (experimental design, research problem, descriptive research).

There are three main types of descriptive research: Data collection, Questionnaire, and
analysis.

The type of research problem an organization is facing will determine the research design
and not vice-versa. The design phase of a study determines which tools to use and how they are
used.

➢ DESCRIPTIVE RESEARCH DESIGN:-

I have chosen Descriptive Research from the Research Design. In a descriptive design, a
researcher is solely interested in describing the situation or case under their research study. It is a
theory-based design method which is created by gathering, analysing, and presenting collected
data. This allows a researcher to provide insights into the why and how of research. Descriptive
design helps others better understand the need for the research. If the problem statement is not
clear, you can conduct exploratory research.

14
3.2 SAMPLE DESIGN :-

A sample design is a definite plan for obtaining a sample from a given population. It refers to the
technique or the procedure the researcher would adopt in selecting items for the sample.

In Sampling method, There are 2 types of sampling. They are

• Probability Sampling
• Non - Probability Sampling

PROBABILITY SAMPLING :-

I have chosen Probability sampling from the Sample Design. Probability sampling means
that every member of the population has a chance of being selected. It is mainly used in quantitative
research. It is produce the results that are representative of the whole population, probability
sampling techniques are the most valid choice.

➢ SIMPLE RANDOM SAMPLING:

In a simple random sample, every member of the population has an equal chance of being
selected. In sampling frame should include the whole population. To conduct this type of sampling,
I can use tools like random number generators or other techniques that are based entirely on chance.

This method is the most straightforward of all the probability sampling methods, since it
only involves a single random selection and requires little advance knowledge about the
population. Because it uses randomization, any research performed on this sample should have
high internal and external validity.

Simple random sampling is used to make statistical inferences about a population. It helps
ensure high internal validity: randomization is the best method to reduce the impact of potential
confounding variables.

15
3.3 POPULATION SIZE :-

Infinite :-

I have chosen Infinite no of customers from the Population Size. Sometimes it is not
possible to count the units contained in the population. Such a population is called infinite or
uncountable. Let us suppose that want to examine whether a coin is fair or not. It shall toss it a
very large number of times to observe the number of heads. All the tosses will make an infinite or
uncountable infinite population.

3.4 SAMPLE SIZE :-

Sample size measures the number of individual samples measured or observations used in
a survey or experiment. The sample size is defined as the number of observations used for
determining the estimations of a given population. The size of the sample has been drawn from the
population. Sampling is the process of selection of a subset of individuals from the population to
estimate the characteristics of the whole population. The number of entities in a subset of a
population is selected for analysis.
I have chosen Sample Size of 100 Customers.

3.5 DATA COLLECTION METHOD:-

In Statistics, data collection is a process of gathering information from all the relevant
sources to find a solution to the research problem. It helps to evaluate the outcome of the problem.
The data collection methods allow a person to conclude an answer to the relevant question. Most
of the organizations use data collection methods to make assumptions about future probabilities
and trends. Once the data is collected, it is necessary to undergo the data organisation process.

The main sources of the data collections methods are “Data”. Data can be classified into
two types, namely primary data and secondary data. The primary importance of data collection in
any research or business process is that it helps to determine many important things about the
company, particularly the performance. So, the data collection process plays an important role in
all the streams. Depending on the type of data, the data collection method is divided into two
categories namely,

16
 • Primary Data Collection methods

• Secondary Data Collection methods

Primary Data Collection :-

Primary data collection is the process of gathering data through surveys, interviews, or
experiments. A typical example of primary data is household surveys. In this data collection,
researchers can personally ensure that primary data meets the standards of quality, availability,
statistical power and sampling required for a particular research question.

The researcher have chosen Primary data collection in which Questionnaire method have been
adopted.

3.6 STATISTICAL TOOLS :-

Percentage Analysis:-
It refers to a special kind of rates, percentage are used in making comparison between two
or more Customers of data. A percentage is used to determine relationship between the series.

The percentages are just that the percent of people a particular answer. Put another way,
the percentages represent the number of people who gave each answer as a proportion of the
number of people who answered the question.

Percentage Formula :-

Percentage Formula = (Value/Total value) * 100

17
 CHAPTER IV

4. ANALYSIS AND INTERPRETATION

4.1. THE TABLE SHOWS THE GENDER OF THE RESPONDENTS

GENDER No of Respondents Percentage

Male 67 67%
Female 33 33%
Total 100 100%

INTERPRETATION:-

Number of respondents who visit Krishna departmental store was (Male which is 67%) and
(Female were visits as 33%). Majority of respondents who visit Krishna departmental store was
(Male which is 67%).

18
4.1 THE CHART SHOWS THE GENDER OF THE RESPONDENTS

Female
33% Male

Male Female
67%

19
 4.2 THE TABLE SHOWS THE AGE OF CUSTOMERS

Age No of Respondents Percentage

Within 18 3 3%

18 to 30 77 77%

30 to 50 15 15%

above 50 5 5%

Total 100 100%

INTERPRETATION:-

Number of age group respondents who visits Krishna departmental store was (within 18 as 3%)
and (18 to 30 as 77%) and (30 to 50 as 15%) and (above 50 as 5%). Majority of age group customers
was (18 to 30 as 77%).

20
 4.2 THE CHART SHOWS THE AGE OF CUSTOMERS

above 50 Within 18
5% 3%

Within 18
30 to 50
15%

18 to 30

30 to 50

above 50

18 to 30
77%

21
 4.3 THE TABLE SHOWS THE OCCUPATION OF THE RESPONDENTS

Types of Occupation No of Respondents Percentage

Student 28 28%

Employee 45 45%

Professional 6 6%

Business 19 19%

Housewife 2 2%

Total 100 100%

INTERPRETATION:-

Number of occupation of respondents who visits Krishna departmental store was (Student as 28%)
and (Employee as 45%) and (Professional as 6%) and (Business as 19%) and (Housewife as 2%).
Majority of occupation respondents was (Employee as 45%).

22
 4.3 THE BAR SHOWS THE OCCUPATION OF THE RESPONDENTS

Housewife Housewife , 2%

Business Business, 19%

Professional Professional , 6% Series1

Employee Employee , 45%

Student Student, 28%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

23
 4.4 THE TABLE SHOWING AWARE ABOUT THE KRISHNA DEPARTMENTAL
STORE

Aware About Store No of Respondents Percentage

Yes 99 99%

No 1 1%

Total 100 100%

INTERPRETATION:-

Number of customers who Aware about Krishna departmental store was (Yes which is 99%) and
(No were as 1%). Majority of customers who aware about Krishna departmental store was (Yes
which is 99%).

24
4.4 THE CHART SHOWS AWARE ABOUT THE KRISHNA DEPARTMENTAL STORE

2
1%

1 YES

2 NO

1
99%

25
 4.5 THE TABLE SHOWS THE RESPONDENTS PREFERENCE FOR SHOPPING

Prefer shopping No of respondents Percentage

Offers 38 38%

Requirements 50 50%

Seasons 12 12%

Total 100 100%

INTERPRETATION:-

Number of customers prefer shopping Krishna departmental store was (Offers as 38%) and
(Requirements as 50%) and (Seasons as 12%). Majority of customers prefer shopping was
(Requirements which is 50%).

26
 4.5 THE COLUMN THE RESPONDENTS PREFERENCE FOR SHOPPING

60%

Requirements, 50%
50%

40% Offers, 38%

30%
Series1

20%
Seasons, 12%
10%

0%
Offers Requirements Seasons

27
 4.6 THE TABLE SHOWS THE RESPONDENTS SATISFIED WITH THE OVERALL
EXPERIENCE

Satisfied No of Respondents Percentage

Yes 93 93%

No 7 7%

Total 100 100%

INTERPRETATION:-

Number of customers who satisfied with the overall experience at Krishna departmental store was
(Yes as 93%) and (No as 7%). Majority of customers who satisfied with the overall experience
was (Yes is 93%).

28
4.6 THE PIE CHART SHOWS THE RESPONDENTS SATISFIED WITH THE
OVERALL EXPERIENCE

No
7%

Yes

No

Yes
93%

29
 4.7 THE TABLE SHOWING THE RESPONDENTS RECOMMENDING KRISHNA
DEPARTMENTAL STORE TO THEIR FAMILY AND FRIENDS

Recommendation No of Respondents Percentage

Yes 97 97%

No 3 3%

Total 100 100%

INTERPRETATION:-

Number of customers recommend to visits Krishna departmental store was (Yes as 97%) and (No
as 3%). Majority of customers recommend to visits Krishna departmental store was (Yes as 97%).

30
 4.7 THE BAR SHOWING THE RESPONDENTS RECOMMENDING KRISHNA
DEPARTMENTAL STORE TO THEIR FAMILY AND FRIENDS

No, 3%
No

Series1

Yes, 97%
Yes

0% 20% 40% 60% 80% 100%

31
 4.8 THE TABLE SHOWS THE RESPONDENTS SATISFACTION LEVEL OF THE
PRODUCT

Expectations No of Respondents Percentage

Yes 88 88%

No 12 12%

Total 100 100%

INTERPRETATION:-

Number of customers satisfaction level of the product was (Yes as 88%) and (No as 12%). Majority
of customers satisfaction level of the product was (Yes as 88%).

32
 4.8 THE BAR SHOWS THE SATISFACTION LEVEL OF THE PRODUCT

No, 12%
No

Series1

Yes , 88%
Yes

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

33
 4.9 THE TABLE SHOWS THE RESPONDENTS RANKING THE PRODUCT

RANK No of Respondents Percentage

1-2 (Highest) 12 12%

2-3 (Normal) 65 65%

3-4 (Average) 21 21%

4-5 (Low) 2 2%

Total 100 100%

INTERPRETATION:-

Number of customers recommend ranking was (1-2 (Highest) as 12%) and (2-3 (Normal) as 65%)
and (3-4 (Average) as 21%) and (4-5 (Low) as 2%). Majority of customers recommend percentage
of 1 to 5 was (2-3 (Normal) as 65%).

34
 4.9 THE BAR SHOWS THE RESPONDENTS RANKING THE PRODUCT

4-5 (Low) 4-5 (Low ), 2%

3-4 (Average) 3-4 (Average ), 21%

Series1

2-3 ( Normal) 2-3 (Normal), 65%

1-2 (Highest) 1-2 (Highest), 12%

0% 10% 20% 30% 40% 50% 60% 70%

35
 4.10 THE TABLE SHOWS THE RESPONDENTS FIND THE PRODUCTS IN THE
DEPARTMENTAL STORE

Find Company products No of Respondents Percentage

Very difficult 1 1%

difficult 4 4%

moderate 47 47%

easy 39 39%

very easy 9 9%

Total 100 100%

INTERPRETATION:-

Number of customers find the Products was (Very difficult as 1%) and (difficult as 4%) and
(Moderate as 47%) and (Easy as 39%) and (Very Easy as 9%). Majority of customers find the
Products was (Moderate as 47%).

36
4.10 THE COLUMN SHOWS THE RESPONDENTS FIND THE PRODUCTS IN THE
KRISHNA DEPARTMENTAL STORE

50% moderate , 47%

45%
easy, 39%
40%

35%

30%

25% Series1

20%

15%
very easy, 9%
10%
difficult, 4%
5% Very difficult , 1%

0%
Very difficult difficult moderate easy very easy

37
 4.11 THE TABLE SHOWS AWARE ABOUT THE OFFER OF THE STORE

Offers No of Respondents Percentage

News paper 31 31%

SMS 3 3%

handbill 4 4%

friend and family 62 62%

Total 100 100%

INTERPRETATION:-

Number of customers aware about offer of the store was (News paper as 31%) and (SMS as 3%)
and (Handbill as 4%) and (Friend and family as 62%). Majority of customers aware about offer of
the store was (Friend and family as 62%).

38
 4.11 THE PIE CHART SHOWS AWARE ABOUT THE OFFER OF THE STORE

News paper
31%

News paper

SMS

handbill

friend and family

62% SMS friend and family
3%

handbill
4%

39
 4.12 THE TABLE SHOWS THE RESPONDENTS PREFERENCE TO BUY IN THE
STORE

Interested No of Respondents Percentage

Flours 59 59%

Snacks 67 67%

Dal 55 55%

Tea & Coffee 74 74%

Species 43 43%

Total 100 100%

INTERPRETATION:-

Number of customers the respondents preference to buy in the store was (Flours as 59%) and
(Snacks as 67%) and (Dal as 55%) and (Tea & Coffee as 74%) and (Species as 43%). Majority of
customers the respondents preference to buy in the store was (Tea & Coffee as 74%).

40
 4.12 THE COLUMN SHOWS THE RESPONDENTS THE RESPONDENTS
PREFERENCE TO BUY IN THE STORE

80% Tea & Coffee, 74%

Snacks, 67%
70%
Flours, 59%
60% Dal, 55%

50% Species, 43%

40% Series1

30%

20%

10%

0%
Flours Snacks Dal Tea & Coffee Species

41
 4.13 THE TABLE SHOWS THE RESPONDENTS REASON FOR PURCHASING IN
THE STORE

Attracting View No of Respondents Percentage

Price 9 9%

variety 30 30%

product 19 19%

Quality 35 35%

Offers 7 7%

Total 100 100%

INTERPRETATION:-

Number of customers reason for purchasing in the store was (Price as 9%) and (Variety as 30%)
and (Product as 19%) and (Quality as 35%) and (Offers as 7%). Majority of customers reason for
purchasing in the store was (Quality as 35%).

42
4.13 THE BAR SHOWS THE RESPONDENTS REASON FOR PURCHASING IN THE
STORE

Offers Offers, 7%

Quality Quality, 35%

product product , 19%

variety variety , 30%

Price Price , 9%

0% 5% 10% 15% 20% 25% 30% 35%

43
4.14 THE TABLE SHOWS THE SATISFACTION LEVEL OF SERVICE PROVIDED IN
THE STORE

Service No of Respondents Percentage

Excellent service 24 24%

Great experience 43 43%

Attentive sales person. 30 30%

Bad 3 3%

Total 100 100%

INTERPRETATION:-

Number of customers the satisfaction level of service provided in the store was (Excellent service
as 24%) and (Great Experience as 43%) and (Attentive Sales Person as 30%) and (Bad as 3%).
Majority of customers the satisfaction level of service provided in the store was (Great Experience
as 43%).

44
4.14 THE COLUMN SHOWS THE SATISFACTION LEVEL OF SERVICE PROVIDED
IN THE STORE STORE

Great experience , 43%

45%

40%
Attentive sales person. ,
35%
30%
30%
Excellent service, 24%
25%
Series1
20%

15%

10%
Bad, 3%
5%

0%
Excellent service Great experience Attentive sales Bad
person.

45
 4.15 THE TABLE SHOWS THE RESPONDENTS OVERALL SATISFACTION LEVEL
AT THE DEPARTMENTAL STORE

Overall No of Respondents Percentage

Very satisfied 17 17%

Satisfied 63 63%

neither satisfied nor dissatisfied 14 14%

Dissatisfied 3 3%

Very dissatisfied 3 3%

Total 100 100%

INTERPRETATION:-

Number of customers overall satisfaction level at the departmental store was (Very Satisfied as
17%) and (Satisfied as 63%) and (neither satisfied nor dissatisfied as 14%) and (Dissatisfied as
3%) and (Very Dissatisfied as 3%). Majority of customers overall satisfaction level at the
departmental store was (Satisfied as 63%).

46
 4.15 THE PIE CHART SHOWS THE RESPONDENTS OVERALL SATISFACTION
LEVEL AT THE DEPARTMENTAL STORE DEPARTMENTAL STORE

Dissatisfied Very dissatisfied

3% 3% Very satisfied
neither satisfied nor 17%
dissatisfied Very satisfied
14%

Satisfied

neither satisfied nor

dissatisfied

Dissatisfied

Very dissatisfied

Satisfied
63%

47
 4.16 THE TABLE SHOWS THE RESPONDENTS BILLING EXPERIENCE AT THE
DEPARTMENTAL STORE

Billing experience No of Respondents Percentage

Excellent 24 24%

good 59 59%

average 13 13%

bad 4 4%

Total 100 100%

INTERPRETATION:-

Number of customers the respondents billing experience at the departmental store was (Excellent
as 24%) and (Good as 59%) and (Average as 13%) and (Bad as 4%). Majority of customers the
respondents billing experience at the departmental store was (Good as 59%).

48
4.16 THE COLUMN SHOWS THE RESPONDENTS BILLING EXPERIENCE AT THE
DEPARTMENTAL STORE

good , 59%
60%

50%

40%

Series1
30% Excellent , 24%

20% average , 13%

10% bad , 4%

0%
Excellent good average bad

49
 4.17 THE TABLE SHOWS THE RESPONDENTS VISITING THE KRISHNA
DEPARTMENTAL STORE

Visit No of Respondents Percentage

Regularly 9 9%

once in a week 74 74%

sometime 9 9%

Total 100 100%

INTERPRETATION:-

Number of customers visits Krishna departmental store was (Regularly as 9%) and (Once in a week
as 74%) and (Sometime as 9%). Majority of customers visits Krishna departmental store was (Once
in a week as 74%).

50
4.17 THE PIE CHART SHOWS THE RESPONDENTS VISITING THE KRISHNA
DEPARTMENTAL STORE

9% 9%

Regularly
once in a week
sometime

74%

51
 4.18 THE TABLE SHOWS THE RESPONDENTS HOW LONG THEY VISIT THE
STORE

Year No of Respondents Percentage

Less than 1 year 29 29%

More than 1 year 71 71%

Total 100 100%

INTERPRETATION:-

Number of customers how long they visit the store was (Less than 1 year as 29%) and (More than
1 year as 71%). Majority of customers how long they visit the store was (More than 1 year as
71%).

52
4.18 THE COLUMN SHOWS THE RESPONDENTS HOW LONG THEY VISIT THE
STORE

Less than 1 year

29%

Less than 1 year

More than 1 year

More than 1 year

71%

53
 4.19 THE TABLE SHOWS THE RESPONDENTS OF RANK THE QUALITY OF THE
PRODUCT

Quality No of Respondents Percentage

High 95 95%

Low 5 5%

Total 100 100%

INTERPRETATION:-

Number of customers rank the quality of the product was (High as 95%) and (Low as 5%). Majority
of customers of rank the quality of the product was (High as 95%).

54
4.19 THE BAR SHOWS THE RESPONDENTS OF RANK THE QUALITY OF THE
PRODUCT

Yes
5%
Low No

Series1

95%
High

0% 20% 40% 60% 80% 100%

55
 CHAPTER V

5. FINDINGS & SUGGESTIONS

5.1 FINDINGS :-

1. Majority of respondents who visit Krishna departmental store was (Male which is 67%).
2. Majority of age group customers was (18 to 30 as 77%).
3. Majority of occupation respondents was (Employee as 45%).
4. Majority of customers who aware about Krishna departmental store was (Yes which is
99%).
5. Majority of customers prefer shopping was (Requirements which is 50%).
6. Majority of customers who satisfied with the overall experience was (Yes is 93%).
7. Majority of customers recommend to visits Krishna departmental store was (Yes as 97%)
8. Majority of customers satisfaction level of the product was (Yes as 88%).
9. Majority of customers recommend Ranking was (2-3 (Normal) as 65%).
10. Majority of customers find the Products was (Moderate as 47%).
11. Majority of customers aware about offer of the store was (Friend and family as 62%).
12. Majority of customers the respondents preference to buy in the store was (Tea & Coffee as
74%).
13. Majority of customers reason for purchasing in the store was (Quality as 35%).
14. Majority of customers the satisfaction level of service provided in the store was (Great
Experience as 43%).
15. Majority of customers overall satisfaction level at the departmental store was (Satisfied as
63%).
16. Majority of customers the respondents billing experience at the departmental store was
(Good as 59%).
17. Majority of customers visits Krishna departmental store was (Once in a week as 74%).
18. Majority of customers how long they visit the store was (More than 1 year as 71%).
19. Majority of customers of rank the quality of the product was (High as 95%).
20. Majority of Customers has said (Vegetables) to improve in the Krishna departmental store.

56
5.2 SUGGESTIONS :-

There are four key elements that affect the satisfaction level of customer these are:-

• Variety and availability of product

• Customer satisfaction oriented service process
• High quality service
• Keep the delivery schedule on time.
1. Krishna Departmental store try to improve on the quality and availability of
products/Service.
2. Krishna departmental store should concentrate on other range of products like vegetables,
food items, etc.
3. High quality service can be represented by speedy work, dependable servicing and honest
attitude to the customer.
4. Krishna departmental store increase the number of cash counters and should focus on the
cashier’s interaction to the consumers or customers.
5. The most of customers are saying about the no proper communication with the Krishna
departmental store staff and member, so Krishna departmental store should improve the
communication system with customer before and after delivery of products and services.
6. They can also introduce visual merchandise and make the store more attractive and lively.
7. The employees have to be groomed well. They should be trained to be more courteous and
should be trained in a better way so that they can communicate and impress the customers.
8. The employees are to attend and give their maximum service to the customers.
9. Bring in more varieties of product range in various range of prices with better quality that
can attract more customers and meet their demand.

57
 CHAPTER VI

6. CONCLUSION

6.1 CONCLUSION

Today the consumer / customer drive economy, all firm are occupied in a rat race to catch the
attention of customers and construct a long term relationship with their faithful customer. The input
to customer loyalty is through customer satisfaction. A satisfied will act as a representative of the
company’s product, and get in more buyers. So marketers have ton make sure customer value
satisfaction. For this they have to ensure.

All the hard work of the marketers at trying to recognize buying motives, organizing buying
behavior and working out proper promotional strategy to suit the consumer behavior is to guarantee
consumer satisfaction. In today’s competitive environment, where companies are adopting various
process to who the potential consumers, marketers have to make all effort to identify with all the
complexities which go into the buying behavior.

58
 BIBLIOGRAPHY
6.2 BIBLIOGRAPHY

• DAS P, Customers satisfaction towards organized retail (2009): ISOR Journals; p 34- 40.

• LALBAGH AND BARSKY, A strategy for customer satisfaction, first edition (1992); p
22-163.

• CARDOZOS, Journal of marketing research 2(3) (1965); p 244-249.

• HUNT, The quality improvement for customer satisfaction(1997); p 1-8.

• LARCKER AND ITTNER, Journal of customer satisfaction (1998) VOLUME 36; P 3746.

• MS JAYSHREE C, Factors affecting on customer satisfaction (2013) volume-2; p 55- 62.

WEBSITES:-

• https://www.jetir.org/papers/JETIR1903106.pdf
• http://www.acadamia.edu/
• https://www.krishnadepartmentalstore.com/
• https://www.yourarticlelibrary.com/

59
 APPENDIX

Name (optional) :

1. Gender:

(a) Male

(b) Female

2. Mention your age group:

(a) Within 18

(b) 18 to 30

(c) 30 to 50

(d) above 50

3. Your occupation:

(a) Student

(b) Employee

(c) Professional

(d) Business

(e) Housewife

4. Do you Aware about Krishna Departmental Store ?

(a) Yes

(b) no

60
5. What occasion would you prefer shopping?

(a) Offers

(b) requirements

(c) seasons

6. Are you satisfied with the overall experience?

(a) Yes

(b) No

7. Would you like to recommend to your family and friend to shop in Krishna departmental store?

(a) Yes

(b) No

8. Did our product Satisfied your expectations?

(a) Yes

(b) No

9. How would you like to recommend us on a Ranking?

(a) 1-2 (Highest)

(b) 2-3 (Normal)

(c) 3-4 (Average)

(d) 4-5 (Low)

61
10. How you find our products in the Krishna Departmental Store?

(a) Very difficult

(b) difficult

(c) moderate

(d) easy

(e) very easy

11. How do you come to aware about offer of Krishna Departmental Store?

(a) News paper

(b) SMS

(c) handbill

(d) friend and family

12. What product are you most Preference to buy in the store?

(a) Flours

(b) Snacks

(c) Dal

(d) Tea & Coffee

(e) Species

62
13. In your view, What is Reason to purchasing in the Krishna departmental store?

(a) Price

(b) variety

(c) product

(d) quality

(e) offers

14. In your view, How the satisfaction level of service provided in Krishna Departmental Store?

(a) Excellent service

b) Great experience

(c) Attentive sales person.

(d) Bad

15. Overall, how satisfied are you with Krishna Departmental Store?

(a) Very satisfied

(b) Satisfied

(c) neither satisfied nor dissatisfied

(d) Dissatisfied

(e) Very dissatisfied

63
16. How was your billing experience?

(a) Excellent

(b) good

(c) average

(d) bad

17. How often do you visit the Krishna Departmental Store?

(a) Regularly

(b) once in a week

(c) sometime

18. How long have you been our customer?

(a) Less than 1 year

(b) more than 1 year

19. In your view, Rank the Quality of the Product ?

(a) High

(b) Low

20. In your view, what we can to improve for the Krishna Departmental Store?

64