CHAPTER - 1

INTRODUCTION

1
1.1 Customer perception
Customer perception is defined as total feeling of the relative
inferiority/superiority of a firm and its goods and services (Bitner & Hubbert,
1994). The perception may influence by various factors such as facilities,
employee's performance, price of products and quality of service offered among
other, and remaining because increase in levels of education, and technological
developments. Organizations have to concentrate and take effort to know these
perceptions. Customer perceived value is argued to be an essential requirement for
the success, profit, long-term survival and competitive advantage of firms.
A promoting idea that expresses a shopper's impression, consciousness and
awareness about an organization or its offerings is customer perception. The study
of Customer perception will helpful in marketing and promotion. Just same how
human perceive sensory stimuli by their 5 senses, customer perception related to
how individual form view about firm and the products they offer by purchase they
make. Vendor applies customer perception theory to check how their customers
perceive them. They also utilize this for expansion and create advertising and
advancement systems for hold current customers and attract new ones.
The creation and identification of customer value is very essential requirement for
the success, long-term existence & competitive benefit of firms (Payne and Frow,
2004). One of the finest mean to improve the level of services is to know the
consumer perception. Shoppers select a store as indicated by their need and
necessity and observation. It is the duty of the vendor to know the perception and
behaviour of consumer in order to create interest on customer and satisfy their
needs and wants.

1.2 Customer satisfaction

Customer satisfaction is a well-known and familiar concept in some areas like
consumer research, marketing, welfare-economics, economic psychology, and
economics. The shared understandings get from various from different authors
imitate the opinion that satisfaction is a feeling gets from the evaluating what was
expected against what has been received, including the purchase decision itself
and the wants and needs connected with the purchase. However, satisfaction
is the

2
customers& valuation of a goods or service to understand the product or service
has met their needs and expectations (Bitner & Zeithanal, 2003).
In marketing area, the term Customer satisfaction is commonly used. Customer
satisfaction is "the quantity of customers or rate of aggregate customers, whose
reported involvement with a firm, its products, or its services beat determined
fulfilment objectives". Customer satisfaction is very important in services. From
the most recent decade, many firms have understood that knowing customer needs
and addressing their needs is likely the most essential to achieve competitive
advantage. How to satisfy consumers is most important in developing countries
such as India. To acquire achievement the organisations, need to end up customer
orientated, with related strategies and actions for focusing the business around
customer satisfaction. If customers are satisfied with the firm and product and
service provided to them, then it is easier for that organisation to hold their
customers and get the advantage of repeat and continues purchases. Variation in
Indian customer demographic variables and ways of life could also contribute in
the changing consumer perception and satisfaction. In India the dramatic increase
in population, increasing expectations, improvement of education, and
development of the nation's rural areas may play a vital role in the current Indian
consumer shopping behaviour and pattern. Indian customer's personal clothing,
saving, grooming, leisure habits, investment, transport, communication facilities,
travelling and tourism habits are also changed.

1.3 Retail
Retail is the French word which gives a meaning of "divide". Moreover it is "sales
in small quantities". Retail is the course of selling of goods and/or services to
customers to make profit. There is a person between producer and consumer and
he is called as middleman. Also, retailer is last broker who connects the
manufacturer and the final consumers. Demands are created by various
promotional plans, target markets and, satisfying consumers' needs and wants
through a proper supply chain. Retail is the selling of goods to end user, for the
use of consumption, not for resale by the buyer. The retail process comes at the
end of the supply chain. Manufacturer sell large amount of products to retailer,
and retailers sell minute quantities of those products to customers. Customer will
buy products to satisfy their needs. They eat
3
 food, wear clothes and use transport to move from one point to another point on a
daily basis. When customer buys these every day necessity they deal with
retailers. Retailing is steps or set of exercises which are utilized to offer goods or a
service to customers for their own as well as family use. It consists of all those
steps and activities which helps in selling goods straight to final consumer.
Businesses which sell goods and services to customers comes under the bracket of
retailing.

1.4 Types of Retailing

Retail is generally categorized by type of products as follows:
 Food products —used for daily usage, normally need facility of cold storage.
 Hard goods or durable: electronics, automobiles, furniture, appliances, sporting
goods etc., and parts for them. These goods are durable and provide values over
time.
 Consumables or soft goods: cosmetics, clothing, or footwear, medicines and
stationery. Goods can be used for one or more time and have a limited period in
which you may use them.
 Arts —Bookstores, Musical instruments, Contemporary art galleries, Handicrafts,
Gift shops, and supplies for them,

1.5 Types of marketing strategy

Types of retailers based on marketing strategy are as follows:
 Department store: They are the types of retailers that contain a different
assortment and deep variety of products & also provide some customer services.
These outlets are organized into various departments showing merchandise. Such
stores convey diverse classifications and give extensive variety of merchandise at
sensible cost. They offer significant customer service. Department store chains are
very diverse. Department stores convey nearly reasonable products and compete
closely with discount stores.
 Discount store: Discount stores with less feature and offer special discount. Such
stores offer a wide collection of goods and services and they generally focus on
price. They offer wide assortments of stock at sensible and cut-rate prices. It
conveys the image of low-cost, high-volume stores, which sells wide merchandise
assortment for less than conventional prices.
4
 Warehouse store: The buyers who wish for low price and they are prepared to
surrender the service needs, these stores are made for them. There will be an
enrolment charges in participation clubs or warehouse club. These retailers' offers
less variety of goods and service in food & merchandise to consumer.
 Variety store: Variety stores provide extremely low-cost goods, with constrained
choice. Operational expense is low in this kind of retailing.
 Demographic: Demographic retail is for particular section. These retailers are
mainly concentrating at one particular segment.
 Mom-And-Pop: This type of outlets is owned and managed by an individual or
family. These are small retail outlet and have small assortment of products.
 Speciality store: Speciality stores offer a very a smaller number of goods and
services. The reason for calling them specialty store is they keep one type of
product. A specialty store has a slight marketing focus, they are either focusing on
specific goods, such as shoes, toys, or clothing, or on a target customer, such as
tourists, children, or plus-size women, Size of store also varies, Such stores,
regardless of size, have a tendency to have a bigger depth of the specialist stock
than other general stores, and generally provide specialist product knowledge
valued by the customer. When customers are comes to store generally pricing is
not the prime concern; factors such as choice of selection, brand image, and
assistance in purchasing are seen as essential. They are completely different from
supermarket and department stores which sells a wide variety of products.
 Boutique: Concept stores or Boutique are almost same to specialty stores.
Boutiques are very small in size, and only keep one brand stock Sometimes these
stores are run by the brand & also controlled by the brand.
 General store: These are the store that supplies the basic requirements for the
local community. They mainly keep groceries and food items which required in
day-by- day requirements.
 Convenience store: A convenience store gives great assortment and collections at
a convenient place in a 2000 to 3000 square foot store with easy check-out. It
keeps up the merchandise at more than normal costs. They are the modern version
of the neighbourhood mom and pop stores. This store is perfect for emergency and
instant purchase, stocking every day permit customers to make buy quickly,
without looking at big stores and no need to wait in a long checkout line. Over
half the items

5
 bought are consumed immediately after the purchase. These stores only provide a
limited range and variety, and there will be higher charge compare to other
supermarkets. Milk, eggs, bread chocolate etc. represented the majority of their
sales.
 Conventional stores: Conventional stores are essentially large department stores
that specialize in food. These stores are generally carrying groceries, meat and
produce products. A conventional food stores carries very little general
merchandise. Shoppers at conventional stores generally prepare a list of items
needed for their households.
 Hypermarket: Hypermarket is a combining format of supermarket and
departmental store. Hypermarkets have a broad range of merchandises under one
roof. It includes full basic groceries lines and general stock It also sells variety and
large amount of exclusive merchandise at low margins. Comparing to other
formats of retailing the operating cost is reasonably less.
 Supermarket: A supermarket is store containing mostly grocery and limited
products on non-food items. Supermarkets have a grocery store format. They are
the self-administration store offering a broad assortment of food and home
products, organized in to sections. The stores are large in size and have a more
extensive collection than other traditional grocery store. They additionally offer
items typically finds at convenience store. The stores can be anyplace somewhere
around 25,000 and 40,000 sq ft.
 Mall: Malls are getting popular in this period. A shopping mall has many number
of retail shops at single place. They include the products like cosmetics, clothing,
footwear, food and entertainment under one roof. Malls contribute 7% to the retail
revenue in India.
 Category killer or specialist: They give wide assortment in a single category for
at lessen costs.. A category killer retailer can "kill" that category for other stores.
They offer less categories, just like electronics, the items are displayed at the
centre of the shop and sales person will certainly be available to deal with
customer queries and give ideas when required. Other retail format stores are
compelled to minimize the prices if perhaps a category consultant full store is
present in the vicinity.
 E-tailer: E-tailer is often referred to internet retailing, web retailing, and online
retailing. In this retail classification the retailer and buyer communicate with each

6
 other in atypically non personal way via some type of electronic, interactive
system generally a mobile or computer facilitated by the internet. Through the
web customer can order and purchase and product is delivered at the customer's
doorstep. Customers can pay online or cash on delivery for the product. The
product customer is directly from a wholesaler or the manufacturer. This format is
best for consumers who would prefer not to go to retail locations and are
interested with home shopping.
 Vending machine: Vending machines represent an added class of retail
establishments. Essentially it is non store retailing. In this consumer obtains
merchandise through a machine on its own takes care of the complete transaction,
from taking the money to providing the product. It is automatic equipment
wherein consumers can drop the cash in the machine and get the items

1.6 SERVOUAL model

In India, Service quality is a recent significant issue in the marketing thought. It
helps to manage competitive position and earn profit and market share. The ability
of retailer to continue and survive in the market depends on the ability to respond
the desires of change in customers’ mind. Service quality plays a major part in
consumer satisfaction. Current advertising dependably encourages an advertiser to
assess consumer satisfaction, which helps to improve the market share. In retail
industry various parameters are available to calculate the satisfaction of customer
towards the product, but in the case of service industry only volume of service
derives the level of satisfaction.
Retailer is an interface between producer & consumer, who insures the easy flow
of goods to the customer. The time has gone when customers were moving only to
the shops nearby to their residence; the rapid modernization of Indian society has
increased the share of organized retail in total retail industry. The growing speed
of this sector has enhanced the neck-to-neck competition between the retail
players so to maintain & improve the market share they are trying to keep
customer satisfied & happier. A customer is satisfied only when his/her
expectations will be met.
Due to distinctive characteristics of services, such as intangibility, inseparability,
and heterogeneity service quality cannot be measured in an objective manner, like
goods quality. Rather, it is measured as the step and direction of discrepancy
7
 between customers' perceptions and expectations. SERVQUAL can help the
retailing companies in measuring the expectations of consumers and perception of
Service Quality.
It can focus on the core areas where retailers need to take attention and move to
enhance Service Quality. SERVQUAL was at first assessed on ten aspects of
service quality i.e. reliability, responsiveness, courtesy, access, competence,
credibility, communication, knowing the customer, security, and tangibles. Be that
as it may, later in 1990s, the authors has advanced the model to five factors which
is popularly known as RATER:
RATER model allows customer service experiences to be understood and
measured quantitatively and has been utilized generally by service delivery
organizations. Parasuraman et al. (1988) devised the scale for measuring service
quality on the basis of five dimensions as follows.
1. Reliability
2. Assurance
3. Tangibles
4. Empathy
5. Responsiveness

1. Reliability: out of all the 5 dimensions, reliability has been always shown to be
the most significant determinant of perceptions of service quality. This dimension
is concerned with the store's ability to perform the service reliably and accurately.
In short the organisation delivers on its promises such as service terms, promises
about delivery, pricing and problem resolution. Consumers wish to do business
with organisations that keep their promises.
2. Assurance: This dimension Includes Employees' knowledge, manners, courtesy
and their ability to motivate customer. Employees have to inspire confidence and
trust in the minds of the customers.
3. Tangibles: This aspect id about the look of the physical facilities available at
retail stores or outlet. Tangibles are defined as the presence of physical facilities,
communication materials, appearance of personnel, and equipment, They provide
physical representatives or images of the service that customer particularly new
customers will use to evaluate quality.

8
4. Empathy: This measurement is connected with Caring, kind and individual
consideration given to purchasers or giving simple of access, and understanding
the customers' requirements. Empathy is the blend of items designed originally to
assess, access, Communication. The aspect of empathy is carried personalised or
customised service, that customers are exclusive and special.
5. Responsiveness: This measurement is associated with the employees' will to help
their consumers and give fast services. This dimension promptness and
attentiveness in dealing with customer questions, request, problems and
complains. Assurance is the blend of items planned originally to measure
Competence Courtesy. In service contexts the organisations seek to retention of
the customers, build trust, and loyalty between key contact people and individual
customers.

9
 CHAPTER - 2

REVIEW OF LITERATURE AND

RESEARCH DESIGN

10
2.1 SCOPE OF THE STUDY

The Indian retailing sector has quickly expanded in size and stature in recent year.
So, the understanding of customer need and giving appropriately need to keep
pace with development. The current market place has turned out to be more
aggressive as customers much of the time anticipate that retailers will coordinate
or surpass their desires. So, the expansion in level of homogeneity between
products offerings, supermarkets are started to turning to deliver the effective
customer services to get a competitive advantage. Customer satisfaction is
important to maintain for such retailers because they perform in a highly
competitive world. The scope of this study is limited to Bangalore.

2.2 OBJECTIVES OF THE STUDY

 To study customer perception towards MORE super market.

 To analyse the customer satisfaction level regarding the product and
services offered by MORE.
 To learn factors affecting the customer's attitudes regarding the store
choice decisions.

2.3 METHODOLOGY

The research design is carried out using primary and secondary data,

1. Primary data: The questionnaire will be prepared based on the

objectives of the study. The sampling unit will be Simple Random
Sampling the sampling frame is provided by the More Retail Store.
The questionnaire will be administered online.

11
 2. Secondary data: The secondary data will be collected from
already existing sources like organization records, magazines,
journals, newspapers and also company’s website.

2.4 SAMPLING PLAN

Several Literatures are reviewed to know about the customer perception and
satisfaction and in addition primary data is also collected from the company
regarding the customers satisfaction which customers are availed. And also,
secondary data is taken from company data base for knowing the services that are
provided to the customers.

2.5 PLAN OF ANALYSIS

The data collected will be suitably analysed to derive findings. Conclusion and
recommendations will be drawn from the findings.

Data collected from the well-structured questionnaire and scheduled responses are
converted into percentage and are plotted in tables and graphs for better
understanding of the study MS excel is used to analyse the collected data.

Basic preferred sampling size is considerably 100.

2.6 LIMITATIONS OF THE STUDY

 The study covers respondent from Bangalore taluk only, the customer
attitude may or may not be same at other places.
 As the sample size is being limited to 100, the conclusion may not be
wholly applicable to the total market.
 The opinion of the respondents might come across some degree of
deviation due to their biased attitude and lapse of memory.
 Time duration of study was just 10 weeks.

12
 2.7 STATEMENT OF THE PROBLEM

Consumer adaptability, expectations and their satisfaction towards the new models
of retail outlets like More super markets and etc. The living standards as well as
the consumers expectations are changing continuously, as compared to the
previous years of decade there is a lot of changes being occurred in the consumer
traits of the

people which includes a lot of choices, suggestions and also substitute for the
place to provide the all types of products and services being included.

13
2.8 REVIEW OF LITERATURE

Pritam Chattopadhyay and Dr. Ruchi Jain (2017)

The sunrise of Liberalization, Privatization and Globalization (LPG) led to the
fruition and advancement of the retail culture with organized set up especially in
India. Literature suggests that the mall culture came in India during the advent of
the 21st century. But there was unorganized retail sector which was doing
extremely well in India from centuries. There were small convenient stores or
mom & pop stores located in every corner of India irrespective of the scalability
of the place, the market and pocket size of the customer. People are quite
comfortable in buying their day-to-day requirements, household usage and
monthly accumulation from the unorganized stores popularly known as ‘kirana
stores’. The kirana business is generally handled and incorporated by family and
run from generation to generation. The heartbeat of this type of system is personal
relation and the way it is integrated with all his customers and catered to their
individual needs effectively and efficiently. The overall flow of availing the
service from a kirana store is very easy and user friendly. On the contrary the
forthcoming organized retailing which comprised of some organized formats viz.
malls, hypermarket, super market, specialty stores, super specialty stores,
departmental stores etc has created enough buzz in consumer mind and scared the
unorganized retail format i.e. small kirana stores with the serious advent of
consumerism. Although the research result suggests that the unorganized retail
sector comprises 80%-85% of the total retail pie, they are still scared of the
minority of the organized retail sector, which is comprised of about 15%-20%.
The Point of differentiation (POD) remains the overall service and the experience
that the kirana stores could not offer to create sophistication in consumer mind
which has created by the organized sector and as a result the business wheel of
kirana stores are getting slower and slower. The research paper is explaining that
the origin of organized retailing in different context and the way it has been
elucidated and articulated by different authors in different era.

14
K.S.Raja Shekar Reddy and Dr. J.V. Rangeswara Reddy (Sep
2017)
Indian retailing is in any respect time boom in these days. The industry is flooded
with footfalls of foreign places retail giants; in this example the discussion is open
on the survival of kirana stores (unorganized retailers) in India. Retailing in India
is one of the pillars of its economy and money owed for 14 to fifteen percentage
of its GDP. The customer flavour is likewise converting consistent with the
alternate in entire retailing surroundings. Wal-Mart coming into in Indian market
continues to be talk of the metropolis within the USA. The authorities of India
have allowed 51% FDI in multi brand retailing. India is one of the quickest
developing retail markets in the global, with 1.24 billion people the main
awareness of the research can be highlighting the equipment that could assist
kirana shops to provide a higher retail mix for attracting more customers and their
securing their long-term lifestyles.

Camila Bascur and Cristian Rusu(Oct 2020)

The customer experience is a concept that has been closely studied by companies
in recent years. This is because it is one of the most important factors in
maintaining a competitive advantage. In addition, it is customers who seek to
create an experience that goes beyond the acquisition of a product. In this article,
we present a systematic literature review of the customer experience in retail. We
reviewed articles published over the last ten years related to the definition of the
customer experience dimensions, attributes, and factors that influence the
customer experience in retail; methods used to evaluate the customer experience
in retail; and potential heuristics to evaluate the customer experience in general
and, in particular, in retail. We analyzed 67 articles, and the obtained result shows
that multiple definitions exist in different contexts; the dimensions, such as the
conceptualization of the customer experience, vary depending on the context; the
evaluation methods found do not comprehensively evaluate the customer
experience; there is no evidence of heuristics used to evaluate the customer
experience.

15
Sharma Sneha, Chadha Suresh K.(May 2020)
Perception of customers towards retail store attributes across various formats is
expanding in Indian retail context. Specialty Store, Department stores,
Hypermarkets and Supermarkets are the fastest growing formats in India. The
present study is aimed at analysing and identifying retail store attributes for three
formats, that is, Specialty Stores, Department stores and Supermarkets in Indian
context. Further the impact of store attributes on the retail format choice is also
analysed. A convenience sample of 600 respondents was administered with the
help of structured questionnaire. The results revealed that the importance of the
retail store attributes across all the three formats is considerably different in the
mind of the customers. The findings and recommendations will help the retailers
to understand the retail format choice of customers’ w.r.t the various retail store
attributes.

Sanjeevni Gangwani, Meenu Mathur &Sana Shahab (Apr 2020)

In India growth of private label brands corresponds with the increasing share of
organized retailing. The consumer perceptions of private label apparel brands of
retail department stores have been examined by means of structural equation
modelling approach. The model illustrates the influence of consumer perceptions
towards private label familiarity, affective perception, perceived quality, perceived
value, and perceived risk perceptions including functional risk, financial risk, and
social risk perceptions on store loyalty. The study found that favourable consumer
perceptions of apparel private label brands of retail department stores significantly
influence the consumer to be loyal to the store. It implies that retailers wishing to
boost loyalty to their store should formulate appropriate private label brand
strategies so as to solicit favourable perceptions towards their store’s private label
offerings.

16
 CHAPTER-3
DATA ANALYSIS & INTERPRETATION

17
GENDER
TABLE 4.1

S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 MALE 53.8 53.8%

2 FEMALE 46.2 46.2%

3 TOTAL 100 100%

CHART 4.1

Interpretation:
From the above table 4.1, Gender of respondents it is inferred that out of 100
respondent’s majority 53.8% of respondents are male and remaining 46.2% of
respondents are female.

18
LOCATION
TABLE 4.2

S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 MUNICIPAL 27 27%
CORPORATION
2 MUNICIPALITY 7 7%

3 TOWN 25 25%
PANCHAYAT
4 VILLAGE 41 41%

5 TOTAL 100 100%

CHART 4.2

Interpretation:
From the above table 4.2, Location of respondents it is inferred that out of 100
respondent’s 7% of respondents are from Municipality, 27% of respondents are
from Municipal corporation, 25% of respondents are from Town Panchayat, and
remaining 41% of respondents are from villages.

19
 AGE
TABLE 4.3
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 BELOW 15 YEARS 2 2%

2 15-25 89 89%

3 26-35 5 5%

4 36-45 2 2%

5 46-55 2 2%

6 ABOVE 55 YEARS 0 0%

7 TOTAL 100 100%

CHART 4.3

Interpretation:

0, 0%

From the above table 4.3, Age of respondents it is inferred that out of 100 respondent’s
majority 89% of respondents are between 15-25 years, 5% of respondents are between 26-
35 years, 2% of respondents are between 36-45 years, and remaining 2% of respondents
are between 46-55 years of age.

20
OCCUPATION
TABLE 4.4

S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 STUDENT 79 79%

2 BUSINESS MAN 1 1%

3 SELF EMPLOYED 5 5%

4 FARMER 1 1%

5 DAILY LABOUR 2 2%

6 PRIVATE SECTOR 10 10%

EMPLOYEE
7 GOVERNMENT 2 2%
EMPLOYEE
8 RETIRED PERSON 0 0%

9 TOTAL 100 100%

CHART 4.4

21
Interpretation:
From the above table 4.4, Occupation of respondents it is inferred that out of 100
respondent’s majority 79% of respondents are students, 1% of respondents are
Businessman, 5% of respondents are self-employed, 1% of respondents are
farmers, 2% of respondents are daily labours, 10% of respondents are private
sector employees, and remaining 2% of respondents are Government employees.

22
MARTIAL STATUS
TABLE 4.5
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 MARRIED 9 9%

2 UNMARRIED 90 90%

3 WIDOW/WIDOWER 1 1%

4 DIVORCEE 0 0%

5 TOTAL 100 100%

CHART 4.5

Interpretation:
From the above table 4.5, Martial status of respondents it is inferred that out of
100 respondent’s majority 90% of respondents are unmarried and remaining 10%
of respondents are married.

23
 EDUCATION
TABLE 4.6
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 UP TO SCHOOL 4 4%
LEVEL
2 DIPLOMA 2 2%
HOLDER
3 GRADUATE 68 68%

4 POST GRADUATE 21 21%

5 PROFESSIONAL 3 3%

6 OTHERS 2 2%

7 TOTAL 100 100%

CHART 4.6

Interpretation:
From the above table 4.6, Educational Qualification of respondents it is inferred that out of 100
respondent’s 21% of respondents are Post graduates,4% of respondents have studied up to school level, 2%
of respondents are Diploma holders, 68% of respondents are graduates, and remaining 3% of respondents
are Professionals.

24
FAMILY INCOME
TABLE 4.7
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 UP TO 20000 34 34%

2 20001-30000 10 10%

3 30001-40000 15 15%

4 40001-50000 12 12%

5 ABOVE 50000 29 29%

6 TOTAL 100 100%

CHART 4.7

Interpretation:
From the above table 4.7, Family Income of respondents it is inferred that out of
100 respondent’s majority 10% of respondents have income between 20001-
30000, 34% of respondents have income up to 20000, 15% of respondents have
income between 30001-40000, 12% of respondents have income between 40001-
50000 and remaining 29% of respondents have income above 50000.

25
TYPE OF HOUSE YOU LIVE IN
TABLE 4.8
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 OWN HOUSE 82 82%

2 LEASED HOUSE 1 1%

3 RENTED HOUSE 17 17%

4 TOTAL 100 100%

CHART 4.8

Interpretation:
From the above table 4.8, respondents type of house they live in, it is inferred that
out of 100 respondent’s majority 82% of respondents live in own house, 1% of
respondents live in leased house and remaining 17% of respondents live in rented
house.

26
CAR AT HOME
TABLE 4.9
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 YES 36 36%

2 NO 64 64%

3 TOTAL 100 100%

CHART 4.9

Interpretation:
From the above table 4.9, respondents having car at home, it is inferred that out of
100 respondent’s majority 64% of respondents don’t have car at their home and
remaining 36% of respondents have car at their home.

27
AVERAGE FAMILY EXPENSES PER MONTH
TABLE 4.10
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 BELOW 5000 30 30%

2 5001-10000 29 29%

3 10000 - 15000 29 29%

4 OTHERS 12 12%

5 TOTAL 100 100%

CHART 4.10

Interpretation:
From the above table 4.10, respondents’ average family expenses per month, it is
inferred that out of 100 of respondents 31 % are below 5000, 29% of respondents
average family expenses are between 5001-10000, 29% of respondents family
expenses are above 10000 rupees. And 11% are Others

28
TYPE OF BUYER IN SUPER MARKET
TABLE 4.11
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%
1 FIRST TIME 5 5%
BUYER
2 OCCASIONAL 17 17%
BUYER
3 REGULAR BUYER 50 50%
4 SEASONAL 4 4%
BUYER
5 SPECIFIC NEED 24 24%
BUYER
6 TOTAL 100 100%

CHART 4.11

Interpretation:
From the above table 4.11, type of buyer in super market, it is inferred that out of
100 respondent’s majority 50% of respondents are regular buyers, 5% of
respondents are first time buyers, 17% of respondents are occasional buyers, 4%
of respondents are seasonal buyers, and remaining 24% of respondents are
specific need buyers.

29
HOW OFTER DO YOU GO TO SUPERMARKET
TABLE 4.12
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 EVERYDAY 4 4%

2 TWICE A WEEK 24 24%

3 ONCE A WEEK 30 30%

4 ONCE IN A 2 2%
FORTNIGHT
5 ONCE IN A 21 21%
MONTH
6 OCCASSIONALLY 11 11%

7 VERY RARELY 7 7%

8 TOTAL 100 100%

CHART 4.12

Interpretation:
From the above table 4.12, respondents how often go to supermarket, it is inferred
that out of 100 respondent’s 30% of respondents go to supermarket once a week,
4% of respondents go every day, 24% of respondents go twice a week, 2% of
respondents go once in a fortnight, 21% of respondents go once in a month, 11% of
respondents go occasionally and remaining 7% of respondents go to supermarket
very rarely.

30
SOURCE OF INFORMATION ABOUT SUPERMARKET
TABLE 4.13
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 OWN IDEA 38 38%

2 FRIENDS & 26 26%

FAMILY
3 ADVERTISEMENTS 12 12%

4 DISPLAY OF 10 10%
SUPERMARKET
5 OTHER SOURCES 14 14%

6 TOTAL 100 100%

CHART 4.13

Interpretation:
From the above table 4.13, respondents’ source of information about supermarket,
it is inferred that out of 100 respondent’s 26% of respondents source of
information is from friends & family, 38% of respondents source of information is
from own idea, 12% of respondents source of information is from advertisements,
and remaining 10% of respondents source of information is from display of
supermarket. And other sources are 14%.

31
HOW LONG ARE YOU BUYING IN SUPERMARKET
TABLE 4.14
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 LESS THAN 6 25 25%

MONTHS
2 6 MONTHS TO 1 14 14%
YEAR
3 MORE THAN A 14 14%
YEAR BUT LESS
THAN 2 YEARS
4 MORE THAN 2 47 47%
YEARS
5 TOTAL 100 100%

CHART 4.14

Interpretation:
From the above table 4.14, respondents’ buying in supermarket, it is inferred that
out of 100 respondent’s 14% of respondents are buying from 6 months to 1 year,
25% of respondents are buying from less than 6 months, 14% of respondents are
buying from more than a year but less than 2 years and remaining 47% of
respondents are buying in supermarket from more than 2 years.

32
MODE OF TRANSPORTATION
TABLE 4.15
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 CAR 21 21%

2 MOTOR CYCLE 37 37%

3 AUTO RICKSHAW 5 5%

4 BUS 8 8%

5 BY CYCLE AND 6 6%
OTHERS
6 BY WALK 23 23%

7 TOTAL 100 100%

CHART 4.15

Interpretation:
From the above table 4.15, respondents’ mode of transportation, it is inferred that
out of 100 respondent’s majority 37% of respondents use motor cycle, 21% of
respondents use car, 5% of respondents use auto rickshaw, 8% of respondents use
bus, 6% of respondents use cycle, and remaining 23% of respondents go by walk.

33
DAY YOU SHOP IN THE SUPERMARKET
TABLE 4.16
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%
1 SUNDAY 57 57%

2 MONDAY 6 6%
3 TUESDAY 3 3%

4 WEDNESDAY 8 8%

5 THURSDAY 2 2%

6 FRIDAY 4 4%

7 SATURDAY 20 20%

8 TOTAL 100 100%

CHART 4.16

Interpretation:
From the above table 4.16, respondents’ shopping day in supermarket, it is
inferred that out of 100 respondent’s majority 57% of respondents go on Sunday,
6% of respondents go on Monday, 3% of respondents go on Tuesday, 8% of
respondents go on Wednesday, 2% of respondents go on Thursday, 4% of
respondents go on Friday and remaining 20% of respondents go for shopping in
the supermarket on Saturdays.

34
DAY WILL BE SUITABLE FOR SHOPPING
TABLE 4.17
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%
1 SUNDAY 55 55%

2 MONDAY 5 5%

3 TUESDAY 2 2%

4 WEDNESDAY 10 10%

5 THURSDAY 3 3%

6 FRIDAY 4 4%

7 SATURDAY 21 21%

8 TOTAL 100 100%

CHART 4.17

Interpretation:
From the above table 4.17, suitable day for shopping, it is inferred that out of 100
respondent’s majority 55% of respondents tell Sunday, 5% of respondents tell
Monday, 2% of respondents tell Tuesday, 10% of respondents tell Wednesday,
3% of respondents tell Thursday, 4% of respondents tell Friday and remaining
21% of respondents tell Saturdays will be the suitable day for shopping.

35
HOW LONG DO YOU SPEND IN A SUPERMARKET
TABLE 4.18
S.NO PARTICULARS NO OF RESPONDENTS PERCENTAGE%

1 LESS THAN 30 MIN 27 27%

2 30 MIN TO 1 HOUR 45 45%

3 ABOVE 1 HOUR 28 28%

4 TOTAL 100 100%

CHART 4.18

Interpretation:
From the above table 4.18, time spent in supermarket, it is inferred that out of 100
respondent’s majority 45% of respondents spend 30 min to 1 hour, 27% of
respondents spend less than 30 min, and remaining 28% of respondents spend
above 1 hour in Supermarket.

36
 CUSTOMER SATISFACTION WITH SUPERMARKET EXPERIENCE
RESULT:
TABLE 4.19
SL.NO PARTICULARS NO OF PERCENTAGE
RESPONDENTS (%)
1 1 OUT OF 5 4 4%

2 2 OUT OF 5 3 3%

3 3 OUT OF 5 19 19%

4 4 OUT OF 5 41 41%

5 5 OUT OF 5 33 33%

6 TOTAL 100 100%

CHART 4.19

Interpretation:

From the above table 4.19 it is inferred that out of 100 respondent’s majority 41% of
respondents rated as 4, 33% of respondents rated as 3, 26% of respondents spend above 1
hour in Supermarket.

37
 CHAPTER - 5

SUMMARY OF FINDINGS,
RECOMMENDATIONS & CONCLUSIONS

38
5.1 Summary of Findings:

 From the study, majority 56% of respondents are male and remaining 44%
of respondents are female.
 Majority 37% of respondents are from Municipality, 19% of respondents
are from Municipal corporation, 31% of respondents are from Town
Panchayat, and remaining 13% of respondents are from villages.
 39% of respondents are between 15-25 years, 35% of respondents are
between 26-35 years, 25% of respondents are between 36-45 years, and
remaining 1% of respondents are between 46-55 years of age.
 Majority 33% of respondents are students, 11% of respondents are
Businessman, 27% of respondents are self-employed, 22% of respondents
are farmers, 1% of respondents are daily labours, 4% of respondents are
private sector employees, and remaining 2% of respondents are
Government employees.
 54% of respondents are unmarried and remaining 46% of respondents are
married.
 Majority 40% of respondents are Post graduates, 2% of respondents are
illiterates, 13% of respondents have studied up to school level, 11% of
respondents are Diploma holders, 27% of respondents are graduates, and
remaining 7% of respondents are Professionals.
 33% of respondents have income between 20001-30000, 6% of
respondents have income up to 10000, 10% of respondents have income
between 10001- 20000, 32% of respondents have income between 30001-
40000, 10% of respondents have income between 40001-50000 and
remaining 9% of respondents have income above 50000.
 66% of respondents live in own house, 24% of respondents live in leased
house and remaining 10% of respondents live in rented house.
 70% of respondents don’t have car at their home and remaining 30% of
respondents have car at their home.
 Majority 40% of respondents average family expenses are between 3001-
4000, 2% of respondents average expenses are below 2000, 6% of
respondents average family expenses are between 2001-3000, 30% of
respondents average family expenses are between 4001-5000, 10% of

39
 respondents average family expenses are between 5001-6000, and
remaining 12% of respondents average family expenses are above 6000
rupees.
 Majority 57% of respondents are regular buyers, 8% of respondents are
first time buyers, 28% of respondents are occasional buyers, 4% of
respondents are seasonal buyers, and remaining 3% of respondents are
specific need buyers.
 Majority 35% of respondents go to supermarket once a week, 4% of
respondents go every day, 21% of respondents go twice a week, 20% of
respondents go once in a fortnight, 15% of respondents go once in a month,
2% of respondents go occasionally and remaining 3% of respondents go to
supermarket very rarely.
 Out of 100 respondent’s majority 39% of respondents source of
information is from friends & family, 24% of respondents source of
information is from own idea, 30% of respondents source of information is
from advertisements, and remaining 7% of respondents source of
information is from display of supermarket.
 Majority 38% of respondents are buying from 6 months to 1 year, 26% of
respondents are buying from less than 6 months, 21% of respondents are
buying from more than a year but less than 2 years and remaining 15% of
respondents are buying in supermarket from more than 2 years.
 44% of respondents use motor cycle, 23% of respondents use car, 13% of
respondents use auto rickshaw, 14% of respondents use bus, 3% of
respondents use cycle, and remaining 3% of respondents go by walk.
 Majority 35% of respondents go on Sunday, 21% of respondents go on
Monday, 22% of respondents go on Tuesday, 11% of respondents go on
Wednesday, 1% of respondents go on Thursday, 1% of respondents go on
Friday and remaining 9% of respondents go for shopping in the
supermarket on Saturdays.
 Majority 56% of respondents tell Sunday, 9% of respondents tell Monday,
16% of respondents tell Tuesday, 8% of respondents tell Wednesday, 3%
of respondents tell Thursday, 2% of respondents tell Friday and remaining
6% of respondents tell Saturdays will be the suitable day for shopping.

40
 Majority 60% of respondents spend 30 min to 1 hour, 25% of respondents
spend less than 30 min, and remaining 15% of respondents spend above 1
hour in Supermarket.
 Customers are satisfied with the supermarket experience.

41
5.2 Recommendations

From the study done at more store to understand customer perception and
satisfaction has found out the above-mentioned findings which gives some
suggestions. More has achieved its target customers but there are many things to
be achieved. The following are some of the suggestions:

 The product quality, packaging etc. has to be improved.

 As majority of customers are educated. Thus advertisement can be

improved; it will help in easy communication.

 Most of the customers visit more once in a week or in every fortnight. So

coming up with an offer which gives offer for those members will satisfy
the customers.

 Responsiveness and processing of customers enquiry and complaints

should be proper and fast.

 The dressing of the employees can be changed so that it will be more

attractive, as it is a retail industry.

 Majority of customer look for variety of products. So more should keep

different variety in the product and enough stock.

 Provide convenient parking space for customers to use.

 Can seek the suggestions from the loyal customers so it can boost the
business.

 Employees should only help the customers when required by them. This is
because every customer doesn't like to accompany by a staff,

 More stores have a need for some more cash counters, to serve quickly
without making customer wait.

 Introducing return policy can attract more number of customers

 By improving store atmosphere and displaying system the gap of

tangibility component can be covered.

42
 By keeping enough stock, and providing service at right time can help to
improve the reliability of the store.

 Time to time training and updates should be given to the employees, so the
employees will have enough knowledge about the product at more. So that
assurance can be achieved.

 The employees of more should serve the customer with happy heart and
more enthusiastically. By this gap in empathy can be covered.

 Extending the store timing can help the store to increase its responsiveness

43
5.3 Conclusion

More is one of the best retail store, which serves for the need of salaried class
or medium, low level income people. It attracts more number of customers
with its products and services. The more. Stores have begun after in detail
research to understand the needs and expectations of the Idian consumers.
More. is the answer for the shopping needs of the Indian housewife who wants
a modern and convenient retail destination in her neighbourhood, with an
attractive and a consistent range of products. The study has helped to
understand customer perception and satisfaction using SERVQUAL method.
The assurance of more store gave high satisfaction than other dimensions and
even reliability also gave high satisfaction to the customers. Responsiveness
and Empathy has a strong relationship on customer perception. By
understanding customers perception towards this entire component it had
given more light to the study, hence made easy to develop the future
strategies. The study has shown the customers perception and satisfaction
towards more stores, which is helpful to more stores.

44
BIBLIOGRAPHY
Books:
Valarie A Zeithaml - Service marketing, 4th edition, The Mc Graw hill publication
Satish K Batra- consumer behaviour, I st edition, excel book New Delhi.
Christopher lovelock- services marketing, 5th edition, published by Pearson
education.

Articles:
Doyle, and Fenwick, I. (1975), How Store Image Affects Shopping Habits in
Grocery Chains, Journal of Retailing, annual issue, 50, 39—52.

Grewal, D., and Sharma, A. (1991). The effects of sales force behaviour on
consumer satisfaction: an interactive framework. Journal of Personal Selling and
Sales Management, 11, 13-23.

Sinha, P. K, Mathew, E., and Kansal, A, (2005). Format Choice of Food and
Grocery Retailers. Retrieved from
http://www.iimahd.ernet.in/publications/data/2005-0704pksinha.pdf

Goyal, B. B., and Aggarwal, M. (2009). Organized Retailing in India — An

Empirical Study of Appropriate Formats and Expected Trends. Global Journal of
Business Research, 3 (2), 77-83.

Choudhary, H. , and Sharma, V. (2009), Empirical Study on Operational

Efficiency in Retail Stores in Chandigarh Tricity. Prabhandan: Indian Journal of
Management, May-June issue, 2(3).

Theodoridis, P. K., and Chatzipanagiotou, K. C. (2009). Store image attributes

and customer satisfaction across different customer profiles within the
Supermarket sectorin Greece. European Journal ofMarketing, 43(5/6), 708 —
734.

45
Kamath, B. G, (2009), Consumers Preference of Retail Store Attributes: A Case
Study of Mangalore. Pacific Business Review. Retrieved from
http://pbr.co.in/show

Jayawardhena, C. (2011). Effects of retail employees' behaviours on

customers'service evaluation. International Journal of Retail & Distribution
Management, 39(3), 203-217.

Ghosh, P., Tripathi, V., and Kumar, A. (2010). Customer expectations of store
attributes: A study of organized retail outlets in India. Journal of Retail and
Leisure Property, 9, 75-87.

Chakraborty, S. (2010). A Study of Selected Discount Store Retail in Hyderabad

forthe Purpose of Identifying Factors in Regards to Shopping Motives, Store
Attributes, Shopping Outcomes and Perceived Shopping Cost. International
Journal of GlobalBusiness, 3 (l), l19.

Hemalatha, K. G., Ravichandran, K., and Lakshmi, J. (2010). An empirical

assessment of service quality dimensions in the Indian retail sector. Journal and
Retail Management Research, 4(2).

Paswan, A. Pineda, M, S., and Ramirez, F. S. (2010). Small versus large retail
stores in an emerging market—Mexico. Journal of Business Research, 63 (7),
667-672,

Verma, H., and Madan, P. (2011). Factors analysing the store attributes to identify
key components of store image. I.JMMR, 2(1).

Websites:
http://www.aditvabirla.com/businesses/Profile/aditva-birla-retail-limited
http://www.ibef.org/industrv/retail-india.aspx https://en.wikipedia.org/wiki/Retail
https://en.wikipedia.org/wiki/Retailing-in-India
http://info.shine.com/industrv/retail/7.html

46
ANNEXURE :
1. Name: (optional):

2. Gender: a) Male b) Female

3. Mention the type of your living place.

a) Municipal Corporation c) Town Panchayat

b) Municipality d) Village

4. Please specify the age group you belong to (age completed)?

a) Below 15 Years d) 36-45 Years

b) 15-25 Years e) 46-55 Years

c) 26-35 Years f) Above 55 Years

5. What is your Occupational Status?

a) Student g) Private Sector Employee
b) Businessman h) Government Employee
c) Self-employed i) Retired Person
d) Farmer j) Home maker
e) Daily Labour k) Others (please mention)
f) Professional people

6. What is your Marital Status?

a) Married d) Widow/ Widower
b) Unmarried e) Divorcee

47
7. What is your Educational Status?
a) Illiterate e) Post-graduate
b) Up to School Level f) Technocrats
c) Diploma holder g) Professional
d) Graduate g) Others (please mention)

8. What is your total family income per month?

a) Up to 10,000 c) 30,001 to 40,000
b) 10,001 to 20,000 e) 40,001 to 50,000
c) 20,001 to 30,000 f) above 50,000

9. Mention the number of persons in your house. Total no. of members

10. Mention the type of house you live in.

a) Own House c) Rented House

b) Leased House

11. Do you have a car at your home?

a) Yes b) No

12. How much is your average family expense on provisions per month?
a) Below 2,000 d) 4,001 to 5,000
b) 2,001 to 3,000 e) 5,001 to 6,000
c) 3,001 to 4,000 f) Above 6,000

13. What type of buyer you are in a supermarket?

o First time buyer

o Occasional buyer
o Regular buyer
o Seasonal buyer

o Specific need buyer

48
14. How often do you go to a supermarket?

a) Everyday e) Once in a month

b) Twice a week f) Occasionally
c) Once in a week g) Very rarely
d) Once in a fortnight

15. Mention the source of information about the supermarket.

o Own idea
o Through friends and relatives
o Through advertisements
o Window display of the supermarket
o Other sources

16. How long are you buying in the supermarket?

o Less than 6 months
o 6 months to 1 year
o More than 1 year but less than 2 years
o 2 years and above

17. Mention the mode of transportation used to shop in the supermarket.

a) Car e) Bicycle
b) Motor Cycle f) By Walk
c) Auto Rickshaw g) Others
d) Bus

18. Mention the day in which you normally shop in a supermarket.

b) Sunday
c) Monday
d) Tuesday
e) Wednesday

49
 f) Thursday
g) Friday
h) Saturday

19. In your opinion which day will be suitable for shopping?

a) Sunday
b) Monday
c) Tuesday
d) Wednesday
e) Thursday
f) Friday
g) Saturday

20. On an average, how long do you spend in a supermarket on each visit?

a) Less than 30 minutes c) Above 1 hour

b) 30 minutes - 1 hour

21. Overall rating to our more store

a) 1
b) 2
c) 3
d) 4
e) 5

50