CHAPTER 1

INTRODUCTION

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 CUSTOMER SATISFACTION

Customer satisfaction is a kind of measure of how products or services provided by

a company meet customer expectations. Customer satisfaction is one of the most
important indicators of consumer purchase intentions and loyalty. An organization’s
main focus must be to satisfy its customers. This applies to industrial firms, retail and
wholesale businesses, government bodies, service companies, non-profit
organizations, and every subgroup within an organization.

In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element
of business strategy. Customer satisfaction is an ambiguous and abstract concept and
the actual manifestation of the state of satisfaction will vary from person to person and
service to service. The state of satisfaction depends on a number of both psychological
and physical variables.

High-standard customer service can win your clients’ hearts and make you
recognizable within your target group. Nowadays when social media play such an
important role in making decisions it’s crucial to keep an eye on the quality of customer
service you provide. If you don’t care about customer satisfaction, don’t expect them
to care about your services or products.

Measuring Customer Satisfaction in the fast food Industry:-

To analyze customer satisfaction, there are four main attributes that can reflect the
characteristics of the sweet shop, which are atmosphere, employee attitude, IT service,
and taste. "An organization's staff or employees are important factors in shaping
customers' perceptions and satisfaction." This means that employees who work in an
organization, or in this study it can be said to be the sweet shop waiters, are an
important factor in changing consumer perceptions and customer satisfaction. So from
the overall explanation of customer satisfaction, it can be interpreted that customer
satisfaction is the level of one's feelings after comparing all the results felt with what
is expected. Customers will experience various levels of satisfaction if the performance
of a product or service is in accordance with their expectations
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 Why Measure Customer Satisfaction? :-

If you don’t measure customer satisfaction, you can’t identify unhappy customers. If
you don’t know who is unhappy, you don’t know who will churn, and you can't figure
out why they're unhappy. If people churn faster than you can acquire new customers,
your business will fail.
Satisfied customers are central to optimal performance and financial returns. In many
places in the world, business organizations have been elevating the role of the customer
to that of a key stakeholder over the past twenty years. Customers are viewed as a
group whose satisfaction with the enterprise must be incorporated in strategic planning
efforts.
Measuring customer satisfaction leads to a number of business benefits – starting with
insight.
Businesses don’t know what they don’t know, and leaving customer satisfaction
entirely to the customer service department is missing key information that marketing,
sales, operations, and other departments really need to get a full view of satisfaction.

A great example is product satisfaction. Satisfaction with a new product line is key
information for manufacturing and product quality to know whether it’s worth
continuing with or whether previous lines performed better.

Insight leads to better training, leads to happier customers, and then more revenue. For
customers, measuring satisfaction is the first step to delivering excellent service which

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 is a prelude to a successful business. Whether you target consumers in budget,
premium, luxury, or some other demographic as a private business, you need to provide
a level of service ahead of the competition if you want to continue to grow.

How to Measure Customer Satisfaction:-

Every method of collecting data on customer satisfaction comes down to a customer

survey.
With digital analytics, we can determine if users are researching a goal, how they are
interacting with a feature, or even their relative struggle completing a given task. But
we can’t gauge their emotional response to any of that.
That’s the secret. Measuring customer satisfaction gives you a peek at your customers’
emotional responses.
If we simply judge customer experience on conversion rates and goals completed, the
DMV would score very high — much higher than something with higher funnel drop-
off, like, say, buying a Tesla.
Luckily, most businesses know not to measure things so myopically. We look at data
in the right context and with a blend of attitudinal and behavioral data. When it comes
to optimizing for customer experience and improving customer satisfaction, that’s the
way to go. Surveys: When do you send them? To whom do you send them?
These are great questions — and it depends on what you want to answer.
Most often, with a customer satisfaction survey, you’re looking to answer a very
specific question such as, “How did the customer feel about this specific situation?”
This situation is usually transactional, such as buying a pair of socks or getting an oil
change.
In this case, you’re best off sending the survey as soon as you can. The longer the delay,
the more likely it is that your data will be skewed. The memory does strange things,
especially when it comes to emotions and experiences. If you want a true reflection of
the customer’s experience, send the survey ASAP.
In some cases, you’ll want to isolate certain groups of customers to do more in-depth
surveys. In this case, again, it depends on the answers you’re looking for. If, for
instance, you want to find out what it is your best customers love about your business,

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 you would isolate customers with that cluster of characteristics and survey them. Same
goes for any group of customers from which you’d like to get insights.
What does a customer satisfaction survey look like? What kind of questions do you
ask? How do you determine a customer satisfaction score?
These questions are tough to answer in a broad sense because there are many different
schools of thought and they are constantly evolving.
To a certain extent, you also need to customize the survey itself to your business goals.
What do you want to know?

Service Quality and Customer Satisfaction:-

There is a great deal of discussion and disagreement in the literature about the
distinction between service quality and satisfaction. The service quality school view
satisfaction as an antecedent of service quality - satisfaction with a number of
individual transactions "decay" into an overall attitude towards service quality. The
satisfaction school holds the opposite view that assessments of service quality lead to
an overall attitude towards the service that they call satisfaction. There is obviously a
strong link between customer satisfaction and customer retention. Customer's
perception of Service and Quality of product will determine the success of the product
or service in the market. If experience of the service greatly exceeds the expectations
clients had of the service then satisfaction will be high, and vice versa. In the service
quality literature, perceptions of service delivery are measured separately from
customer expectations, and the gap between the two provides a measure of service
quality.

5 great ways to improve your customer satisfaction:-

There are 5 essential facts you need to know about customer satisfaction and trust level
importance:

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 ● Customers are twice as likely to share their bad experiences as their good ones
● You must work 12 times as hard to recover from 1 customer's poor experience
● New buyers cost your store 6-7 times more than repeat buyers to acquire
● The probability of selling to an existing customer is much higher than it is for a new
buyer
● Loyal customers are 10 times more valuable than they were when they made their
first purchase.

IMPORTANCE OF CUSTOMER SATISFACTION:-

● A Loyal Customer is a treasure you should keep and hide from the world:–
Some research says that it is 6-7 times more expensive to acquire a new customer than
it is to keep a current one. On average, loyal customers are worth up to 10 times as
much as their first
purchase. Banks or mobile providers know it best, so they don’t have any problem with
going the extra mile for a customer who is not quite satisfied and often offer him
something special.
Not only it is more expensive but also much more difficult to keep existing and loyal
clients (let alone keeping them fully satisfied and happy) than to gain some new ones.

● They can stop being your clients in a heartbeat:–

Is not rocket science, nowadays clients easily switch their love brands. It is often
caused by terrible customer service. Clients waiting for ages to get feedback or
comment from a brand?
Unacceptable! But it still happens. And gaining clients’ trust takes up to 12 positive
experiences to make up for one unresolved negative experience. You can’t gain

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 customers’ satisfaction forever; you need to look after them all the time. Try to talk to
them, instead of to them. Ask questions, offer constant support, send personalized
messages or offers, use dedicated customer satisfaction survey tool or any other
technique that will help you communicate with your customers and collect insights.
Take care of each and every one of your clients’ needs and you’ll be rewarded with
their gratitude and loyalty

● It’s (all) about the money, too:–

It shouldn’t be surprising, but customer satisfaction is also reflected in your revenue.
Customers’ opinion and feelings about the brand can affect, in both positive and
negative way, the essential metrics – such as the number mentions and repeated
transactions, and also customer lifetime value. Happy customers won’t look at your
competitor’s offers – they will happily interact with your brand again, make a purchase
and recommend the product further. If you meet all of their requirements and answer
their needs while delivering the best quality of your services, they will be fully
satisfied. Not to mention your brand will increase sales revenue

● Customer satisfaction is a factor that helps you stand out of the competition
:– Your competitive rivals are just waiting for you to make a wrong move. What is more,
they can often play the role of an instigator. Being prepared for their provocations is not
enough if you don’t know how to deal with the negative backlash. However, if you
provide your customers with amazing customer service, you will gain arguments to
convince those uncertain of your services.

● Great customer experience can take your brand places:–

The importance of customer satisfaction should never be neglected. You should
consider it especially while planning your marketing and positioning campaigns.
Satisfied customers are more likely to share your content across social media. They
will also more keenly interact with your posts, leaving some delightful and admirable
comments. Later you can use it as the source for case studies and success stories.

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 Why Is Customer Satisfaction Important?

It’s all well and good knowing the what and how of customer satisfaction, but why is all this
so important for your business?
The importance of measuring customer satisfaction lies in its ability to indicate how loyal your
customers are, and how likely they are to be brand advocates. Customer Satisfaction doesn’t
measure them directly but instead serves as a signal of how likely your customers are to prefer
and recommend your brand.The UK customer satisfaction index (UKCSI) of July 2020 found
that 95% of customers who gave an organisation a Customer Satisfaction score of 9 out of 10
or over said they were likely to recommend a brand. But the kicker is how this compares to
customers who had a satisfaction score of 8 or lower out of 10; only 54% of these customers
said they were likely to recommend the brand.

This, combined with the fact that it costs 5 times more to attract a new customer than it does
to retain a current one, makes the benefit of a high Customer Satisfaction score clear to your
bottom line.

Measuring customer satisfaction is also important for getting businesses to buy into your
processes and performance. Because it results in something quantifiable, it gets a lot of
attention from internal parties, and is one of the best ways to create the classic upturn graph
which every department needs to look good.

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 CHAPTER - 2
COMPANY PROFILE
OF
HIRA SWEETS

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 Overview of industry

Representing both traditional and the modern, the Indian sweet market is characterised
by an extraordinary array of offerings. From traditional milk-based sweets and open
mithais offered by unorganised and traditional sweet shops to sweets and confectionery
products prepared by organised bakeries, to specialised milk-based products by dairy
establishments to luxury mithai brands promoted by new-age confectioners to organic
sweets by modern food brands, the range of sweets products available in the country
is simply mindboggling.

The business of the sweet industry is growing rapidly, not only demanded by Indian
markets but also by foreign markets. Increased competition also requires businesses to
be customeroriented, meaning that customer satisfaction and loyalty are the main goal.
Because customers are satisfied, by themselves they will recommend the product to
other customers, which is commonly referred to as word of mouth, and will also buy
the product again. This is a form of customer loyalty which is the core goal of every
company because, with International Journal of Advanced Science and Technology
customer loyalty, it is certain that the company will get a profit so that it can maintain
the existence of the business being run. Several factors affect customer satisfaction,
including atmosphere, service quality, product quality, and price. A comfortable
atmosphere causes many customers to prefer to dine in a restaurant rather than at home.
The comfortable feeling from this environment tends to produce satisfaction for the
customers. Besides the atmosphere, service quality also needs to be considered to
attract consumer buying interest. When service quality in accordance with customer
expectations is created, satisfaction is also created so that customers will continue to
buy the products offered. In order for a restaurant to remain a customer choice,
restaurants must be able to make customers feel satisfied by paying attention to the
quality of the product in terms of the functions and appearance of the products offered.
In addition to the three previous factors, price is also known as an important factor that
produces comparative advantages between companies to achieve customer
satisfaction. When a product has a lower price and produces the same or almost the
same value or quality as a product that has a higher price, the customer is more likely
to be satisfied and buy a cheaper product. Therefore, this study aims to analyze the
factors that influence customer satisfaction such as atmosphere, service quality,
product quality, and price.
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 Sweet Industry growth in India:-

The Indian sweets market is expected to register growth at a CAGR of over 12% during
20192024.
The growth of the market can be attributed to the increasing demand from young
population, rising disposable income, rapid urbanization, corporate culture and global
lifestyle. Moreover, rising number of double income households, more global exposure,
increasing innovation and media penetration is further fueling growth in the Indian
market.
Some of the leading players in the Indian restaurant market are Hira Sweets, Shagun
Sweets, Bikanervala, Haldirams, etc.

Profile of the Organisation:-

Hira Sweets follow the casual dining concept and offer a warm and hospitable
ambience in all the outlets. Their customers are confident about the high level of
quality and hygiene maintained by them. Hira Sweets is a market leader in the sweets
and snacks business in Delhi.

The group has major expansion plans to open retail outlets across India to sell sweets,
snacks and ready-to-eat tit-bits and fast food products in different formats. Hira Sweets
will find presence across the country through express retail outlets, takeaways, casual
dining retail outlets for family dining. The group plans to enter the export market of
ready-to-eat packed snacks and namkeens. This will start with exports to the United
States, Europe and Middle East markets.

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 History of Hira Sweets:-
It all started way back in the 1912, When Pt. Hira Lal Sharma invented one of the best
sweetmeats named Balushahi which is considered as ‘king’ of Indian sweet. In his initial
days Shri Sharma used to frequent around the narrow by lanes of Delhi, selling the
famous, homemade Balushahi and Paranthas. Soon, his Paranthas&Balushahi gained
popularity across Delhi & other adjoining states, hence Hira Sweets became
synonymous with all customers.
Expansion:

The very first shop was opened at Shahdara, – Delhi which as a landmark is still operational.
Due to its immense popularity it is frequented by both old patrons and new admirers.

In 1982, our second outlet of Hira Sweets became operational in Rohtash Nagar. This outlet
especially serves delicious traditional desi ghee sweets along with casual dining facility. In
the year 2004 another prominent outlet was opened at Laxmi Nagar by Shri Ram Babu
Sharma. Not only the success of the family business gained momentum but the popularity of
Sh. Ram Babu Sharma group, led to the creation of two more renowned Landmark outlets of
Hira sweets. In 2012 Connaught place outlet was opened, 2015 at Janakpuri , In 2016 Mega
outlets were launched in NCR at Noida and Indirapuram , not just stopping the way, the group
has planned many more F&B verticals and upcoming outlets in the coming years in domestic
and international level.

Growing by leaps and bounds, the brand has today a grand modern manufacturing unit, at
Patparganj Industrial Area, Delhi, A Corporate office and a team of seasoned professionals
under its umbrella. They have not only extended the food menu, the whole ambience of every
outlet also has been revamped to make and feel like a perfect food destination for families.

Products:-

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Exclusive sweets: These are prime sweets made from the finest of ingredients. They are
divine in taste and spell a class in presentation. Products in this category also make exquisite
gifts.

Kaju sweets: Nutritious and delicious, cashew nut delicacies are not only premium sweets
but also have a long shelf life. They are also among the most preferred festival gifts.

Khoya sweets: This is certainly the most popular product and contributes to be the largest
range of the Indian sweets. There is a extensive assortment of Burfee, Milk cakes and Pedas
made with combinations of saffron and other condiments.

Bengali sweets: These delicate sweets are a work of art. They are mildly sweetened and
elaborately decorated with fresh fruits. From delicious CHHENA TOAST to tasty KESAR
SANDESH , we offer a wide variety Bengali sweets to delight you.

Ladoo:Ladoos /Laddu , Everyone loves this cute little ones. They satisfy your cravings for
sweets in just one bite. They are so little in size so you don’t feel like eating a whole lot of
them.

Seasonal sweets: The cool breeze brings with it a fresh aroma of winter delicacies. It also
calls for a time to gather around and enjoy seasonal sweets.

Problems of the Organization :-

Hira Sweets has almost 30 outlets in North India. Although it is one of the best-known
sweet chains in the world, it has also faced its own difficulties regarding brand
building.

Hira Sweets has had problems with refreshing its brand and instead of focusing on
keeping the loyal customers the company has focused on growing fast. The rapid
growth of Hira sweets has forced the company aggressively increase its prices which
has given a cost advantage for its competitors. The company has become a fixture and

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 the major problem with becoming a fixture is that it is hard to remain exciting if there
is not constant refreshing in the brand.

Some other problems that can be listed out are:

● It has too many locations

● There is too much competition

● Retail problem

● Technology is no savior

● Higher costs

Competition information:-
Every company has some competition in the market through which they fight with. If we
talk about competitors of Hira sweets, mainly they have 4 competitors, which are being
stated below:

● Shagun sweets
The idea of Shagun sweets was Incorporated in the year 1990, when the patriarch of Bansal
family, Mr Rakesh Bansal , decided to changeover from his bricks manufacturing business, into
producing & retailing Sweets & Fast Food. Soon after, the family chose to focus on sweets,
and hence, "Shagun sweets" was born.

The idea to keep name as Shagun was related with Indian tradition of starting anything with
name
Shagun and “Muhmeethakariye/ Shagunkariye”. Currently, we manufacture 200+ varieties of
delicacies in Pure Desi Ghee Preparation

● Haldiram’s:

Haldiram's is an Indian sweets, snacks and restaurant company based out of Delhi and
Nagpur. The company has manufacturing plants in a wide variety of locations such as
Nagpur, New Delhi, Gurgaon, Rudrapur and Noida.

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 ● Bikanervala
Bikanervala is an Indian restaurant chain headquartered in Delhi, that specializes in Indian
sweets, snacks. Founded 115 years ago as a sweets and namkeen shop called Lalji in
Bikaner, Rajasthan. It was established in Delhi almost seven decades ago. The brand is now
worth Rs 1,300 crore.

● Chaina Ram Sweets:

One of the oldest sweet shop in Chandnichowk with the brand tag of purity is
serving people with joy and happiness even today. Chaina ram is a traditional
sweet shop that is occupied with people not only in festive season but also in
normal days. It is basically a Sindhi shop renowned for its Karachi halwa.

2.3 S.W.O.T Analysis of the Organization:

SWOT analysis is a strategic planning tool that can be used to do a situational analysis
of the company. It is an important technique to analyze the present Strengths,
Weakness, Opportunities & Threats an organization is facing in its current business
environment.
SWOT analysis a highly interactive process and requires effective coordination among
various departments within the organization such as – marketing, finance, operations,
management information systems and strategic planning. The SWOT Analysis
framework enables an organization to identify the internal strategic factors such as -
strengths and weaknesses, & external strategic factors such as - opportunities and
threats. It leads to a 2X2 matrix – also known as SWOT Matrix. The central purpose
of SWOT matrix is to identify the strategies that a firm can use to exploit external
opportunities, counter threats, and build on & protect the company’s strengths, and
eradicate its weaknesses.

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 Strengths of Hira Sweets

• Strong brand image

• Strong financial performance

• Growth in stores

• Extensive international supply chain

• Acquisitions

• Moderate diversification

• Quality, Taste and Standardization

• Efficiency, Strategic Planning, and Reinvestment Strategy

• Employee treatment

• Strong Loyalty Program

Weakness of Hira Sweets

• Imitability of products

• Generalized standards for most products

• Procurement Practices

Opportunities of Hira Sweets

• Business diversification and Products Specifications

• Expansion in developing markets

• Introducing new products

• Partnerships or alliances with other firms

• Adopt Price Differentiation

• Strengthen Online Channels

• Delivery Service

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 Threats of Hira Sweets
• Changing consumer habits towards healthier food choices

• Intensive competition from a fragmented number of small competitors.

• Competition with other outlets

• Imitation

• third-party Delivery Suppliers (union) Strike

• Independent movements

• Coronavirus

• Global Recession

• Rising Prices of Raw Materials

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 CHAPTER-3
Literature Review

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 Desk Research forms an important starting point for any academic research project. It
gives sufficient insight into the subject matter, and necessary direction to the proposed
study. The task of literature review also helps researcher understand the gaps between
certain ongoing phenomenon and the existing knowhow.

Williams (2010) says that Satisfaction is achieved when a certain organization or

institution is able to meet the demands of the customers. It is only through this that
customers are delighted, making them want to come back for future business
transactions. Because of this, factors that organizations should give importance to
ensure that their service would yield a positive impact the satisfaction being
experienced by the customers. Organizations should avoid these guarantee failure in
sales, satisfaction and most importantly, loyalty. First to be avoided is that employees
are forced to comply with a firm chain of command.

Haworth (2011) according to him , quality in customer service is seen when staff
members are able to identify, understand, and anticipate the needs of their customers
by being sensitive to cultural differences, knowing their time requirements, being
attentive, and developing the skill they need to read what the customers want and be
able to understand them. In the same manner, it also includes instilling trust and
confidence by treating customers with respect and courtesy, making them feel
welcomed and important.

Zairi (2011) according to him the feeling of pleasure and expectation fulfilment is
known as Satisfaction. If the product cannot satisfy customer feelings they will be
dissatisfied, and if product satisfies them after the use, customer will be satisfied and
become loyal to that product or brand. In other words customer satisfaction is about
those goods or services which fulfil the customer expectation in terms of quality and
service for which he has paid. If Customer satisfaction develops they will become loyal
to that product or brand and their loyalty will be good for the company in sense as a
Profit. Customer satisfaction is the part of marketing and play important role in the
market. In any organization satisfaction of customer is more important, because if your
customer is satisfied with your services or products, your position will be good in the
market.

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 Oliver (2012) describes in his study that customer satisfaction is the part of marketing
and play important role in the market. In any organization satisfaction of customer is
more important, because if your customer is satisfied with your services or products,
your position will be good in the market. In old times customer satisfaction was not
too much important and people were not focused on quality. But now a day’s
competition is tough and customer is aware of all the products and companies due to
education and learning environment and this is the reason that every business is
concern to fulfill properly customers need and wants. Concerning all types of business
organization customer satisfaction is the most important issue, and considered as most
reliable feedback, for the excellence of any business organization.

Das Prasun, (2014) defines the literature on customer satisfaction is voluminous and
spans several areas such as marketing, management and accounting. For example,
numerous papers use the ACSI (American Customer Satisfaction Index) to study
customer satisfaction at the company, industry and macroeconomic levels. This paper
focuses only on customer satisfaction studies that are related to retailing and does not
survey the literature that studies the design of satisfaction survey instruments, as there
is no control over survey design. The basic tenet of this research stream is that higher
service quality improves customer satisfaction, resulting in better financial
performance, although the mechanisms by which this improvement happens vary.

Iaeobueci et al. (2014) provide precise definitions of service quality versus customer
satisfaction. They contend that service quality should not be confused with customer
satisfaction, but that satisfaction is a positive outcome of providing good service.

Ittner and Larcker (2015) provide empirical evidence at the customer, business-unit
and firm- level that various measures of financial performance (including revenue,
revenue change, margins , return on sales, market value of equity and current earnings)
are positively associated with customer satisfaction. However, in the retail industry
they find a negative relationship between satisfaction and profitability which may be
because benefits from increased satisfaction can be exceeded by the incremental cost
in retail.

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 Babakus et al. (2016) link customer satisfaction to product and service quality within
retail stores and find that product quality has a six significant impact on store-level
profits. Research on customer satisfaction usually views employees as facilitators of
the sales process who are critical to improving the conversion ratio, by providing
information to the customers on prices, brands, and product features and by helping
customers to navigate store aisles, finding the product and even cross-selling other
products. The unique feature of the retail store execution problem is that it combines
the factory and the sales components, but this stream of literature focuses only on the
latter.

Joan and Cote (2017) defines customer satisfaction as when a customer is satisfied
with a product or service that meets the customer’s needs, wants and expectations. At
the same time, the article (title) also defines it as the provision of goods or services
which fulfill the customer’s expectations in terms of quality and service, in relation to
price customers paid. It has been said that relying on customer loyalty is more effective
than actually having to rely on pricing strategies to keep businesses alive.

Kandampully&Suhartanto (2018) According to their different studies made in

relation to the said topic, a five percent increase in customer loyalty that is often related
with customer satisfaction produces a profit increase which range from about 25 to 85
percent. Managers should ensure that their services fully satisfy their customers as this
is the only way that could increase their profits. In the same manner, hotel managers
should know that the satisfaction their customers receive on their first transaction with
their businesses should in return, ensure them of the customers’ loyalty, existing or
prospective

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 CHAPTER-4
Research Methodology

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 4.1 MEANING OF RESEARCH METHODOLOGY:-

Research is a scientific and systematic search for pertinent information on a specific

topic. Research of any kind is a careful investigation through search for new facts.

We may define “social research as the systematic method of discovering new facts or
verifying old facts, their sequences, inter-relationships, casual explanations and the
natural laws which govern them” – P.V. Young.
A research process consists of steps that guide the project from its conceptions through
the final analysis, recommendations and ultimate actions. A research process provides
a systematic, planned approach to the research project and ensures that all aspects of
the research project are consistent with each other.

This chapter aims to understand the research methodology establishing a framework

of evaluation and revaluation of primary and secondary research. The techniques and
concepts used during primary research in order to arrive at findings; which are also
dealt with and lead to a logical deduction towards the analysis and results.

4.2 OBJECTIVES OF THE STUDY:

• To know the customer’s satisfaction level towards Hira Sweets.
• To know the difficulties faced by the customers and the strategies adopted by
Hira Sweets to improve Customer Satisfaction levels.

• To get an overall idea of the recent developments in the Indian Sweets Industry.

4.3 Limitations of the study:

• Scope of project is limited in the sense that only Hira Sweets has been taken
for consumer research.

• Not too many people could be reached for the survey.

• The extent of the survey was Delhi NCR only. So the suggestions or arguments
given in the report may not hold true for other locations in India.

• The secondary data is used hence cannot be fully verified.

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 • Questionnaire method involves some uncertainty of response. Co-operation on
the part of informants, in some cases, was difficult to presume.

• It is possible that the information supplied by the informants may be incorrect.

4.4 RESEARCH DESIGN:

Research Design specifies the methods and procedures for conducting a particular
study. A research design is the arrangement of conditions for collection and analysis of
the data in a manner that aims to combine relevance to their search purpose with
economy in procedure. The Research Design used in this research is as follows –

1. Descriptive Research- descriptive research studies are those studies which are
concerned with the characteristics of particular individual. In descriptive the researcher
must be able to define clearly, what he wants to measure and must find adequate
methods for measuring it along with a clear cut definition of population he want to
study. Since the aim is to obtain complete and accurate information in the said studies,
the procedure to be used must be carefully planned. The research design must make
enough provision for protection against bias and must maximize reliability, with due
concern for the economic completion of the research study.

4.5 DATA COLLECTION:-

Data collection in this research has taken place through both primary and secondary

mode- ● Primary data

Primary data (also known as raw data) is type of data that is collected by researchers
directly from main sources.

The sources of primary data are usually chose and tailored specifically to meet the
demands or requirements of a particular research. Also, before choosing a data
collection source, things like the aim of the research and target population need to be
identified. Primary data sources include; Surveys, Observations, Experiments,
Questionnaires, Focus groups, interviews etc. In this project primary data has been
collected by the means of questionnaire. The questionnaire method has come to the
more widely used and economical means of data collection. I found that it was essential

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 to make sure the questionnaire was easy to read and understand to all spectrums of
people in the sample. Therefore, a structured questionnaire with multiple choice
questions was used to collect the Primary data.

Secondary Data
Secondary data refers to data that is collected by someone other than the user. Common
sources of secondary data for social sciences include censuses, information collected
by govt departments, organizational records and data that was originally collected for
some other purpose. In this project secondary data has been collected by means of
internet. Internet is an economical means for data collection and it has helped me in
developing the questionnaire.

4.6 TARGET POPULATION

It is a description of the characteristics of that group of people from whom a course is

intended. It attempts to describe them as they are rather than as the describer would
like them to be. Also called the audience to be served by our project includes key
demographic information (i.e.; age, sex etc.). The specific population intended as
beneficiaries of a program. This will be either all or a subset of potential users, such as
adolescents, women, rural residents, or the residents of a particular geographic area.
The target population is the population I want to make conclude an ideal situation; the
sampling frames to matches the target population. A specific resource set that is the
object or target of investigation. The audience defined in age, background, ability, and
preferences, among other things, for which a given course of instruction is intended. I
have selected the sample trough convince sampling method

4.7 SAMPLE SIZE

I have targeted 50 customers for the research. The target population influences the sample
size. The target population represents the Delhi NCR region.

25
 CHAPTER-5
DATA ANALYSIS
AND
INTERPRETATION

26
 Data Analysis

Data analysis is the process of evaluating data using analytical and statistical tools to
discover useful information and aid in business decision making. In this chapter,
gathered information or data has been given in tables, graphs, and interpretation form.

How often do you visit Hira Sweets?

● Daily
● Once a week
● Once a month
● Never

Particulars No of response Percentage

Daily 2 59.2%
Once a week 12 20.4%
Once a month 25 1%
never 11 18.4%

Interpretation:
According to the pie chart 59.2% people visit Hira Sweets once a month
20.4% people visit once a week
18.4% visit it never
Others go daily

27
 2. How would you rate the average cleanliness of Hira Sweets outlet you have
been to?

● Not clean
● Somewhat clean
● Clean
Particulars No of response Percentage
Not clean 3 7.8%
Somewhat clean 27 52.9%
clean 20 39.2%

Interpretation:
Majority of people find cleanliness in the store

28
 3. What do you like about Hira Sweets ?
● Taste
● Low prices
● Quality sweets
● Popular spot for sweets
● Service quality

Particulars No of response Percentage

taste 21 41%
Low price 17 35%
Popular spot for sweets 2 3%
Service quality 10 21%

taste low prices service quality popular spot

3%

21%

41%

35%

Interpretation: 40.6% people like the taste, 35.4% people like the low prices,
20.8% people like it because of the service quality and 3.2% people go there because
it is a popular spot.

hiii

29
 4. What can Hira Sweets do to improve?

● Exceed customer expectation

● Make cheaper prices
● Offer special type of products regularly

Particulars No. of responses Percentages

Exceed customer 7 13.7%
expectation

Make cheaper price 27 52.9%

Offer special type of 16 33.3%
product regularly

Interpretation

52.9% of people suggest that Hira Sweets should reduce prices to improve itself , others says
it should exceed customers’ expectations and offer the special products on regular basis.

30
5. How do you rate the quality of Hira Sweets compared to other brands (Ex Haldirams) to
be?

● Very bad
● bad
● average
● good
● excellent

Particulars No. of responses Percentage

Very bad 5 11.8%
Bad 2 1.9%
Average 19 37.3%
Good 15 31.4%
Excellent 9 17.6%

Interpretation

There is an almost equal amount of average and good rating respondents, only a few say it is
bad.

31
6 How satisfied are you with the employee service at Hira Sweets?

• Satisfied
• Neutral
• dissatisfied

Particular No.of response Percentage

Satisfied 16 33.3%
Neutral 20 39.2%
Dissatisfied 14 27.5%

Interpretation

33.3% of customers are satisfied with the employee services

39.2% are neutral
Other 27.5% are dissatisfied

32
 7 How would you rate the ambience of Hira Sweets?

• Bad
• Very bad
• Average
• Good
• Excellent

Particulars No. of responses Percentage

Very bad 6 11.5%
Bad 2 3.9%
Average 10 21.2%
Good 19 36.5%
Excellent 13 26.9%

Interpretation

Majority of the customers are satisfied with the ambience of Hira Sweets

33
 8 How would you rate the friendliness of the employee?
• bad
• very bad
• average
• good
• excellent

Particulars No.of responses Percentage

Very bad 12 23.1%
Bad 2 3.8%
Average 9 19.2%
Good 17 32.7%
Excellent 10 21.2%

Interpretation

Most of the customers rated the employee friendliness to be good or excellent. However, some
also said it’s very bad.

34
 9 Do you agree that Hira Sweets has enough food options?

• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree
Particular No of responses Percentage
Strongly disagree 6 11.5%
Disagree 10 21.2%
Neutral 16 30.8%
Agree 13 26.9%
Strongly agree 5 9.6%

Interpretation

30.8 of people neutrally agree

26.9% agree
21.2% people disagree
11.5% people strongly agree
9.6% strongly disagree

35
10 In general, do you think Hira Sweets has improved its performance compared to the first couple
of times you’ve been there?

• Yes
• No
• maybe
Particular No. of responses Percentage
Yes 17 34.6%
No 14 28.8%
maybe 19 36.5%

Interpretation
34.6% customers agree that the Hira Sweets has improved
28.8% people says it’s the same as before
36.5% are neutral.

36
 11 I think Hira Sweets should advertise?

• Strongly disagree
• disagree
• neutral
• agree
• strongly agree

Particular No.of responses Percentage

Strongly disagree 2 3.8%
Disagree 13 26.9%
Neutral 13 26.9%
Agree 16 30.8%
Strongly agree 6 11.5%

Interpretation

Majority of the respondents says that Hira Sweets should advertise.

37
12 How important is price to you when choosing Hira Sweets?

• Unimportant
• Important
Particular No.of responses Percentage
Unimportant 14 28.8%
important 36 71.2%

Interpretation

71.2% people prefers price to be reduced, Hira Sweets should consider it .

38
 13 I think the quality of the products is worth the prices?
• Strongly disagree
• Disagree
• Neutral
• Agree
• Strongly agree

Particular No.of responses Percentage

Strongly disagree 6 11.5%
Disagree 7 15.4%
Neutral 19 36.5%
Agree 10 19.2%
Strongly agree 8 17.3%

Interpretation
Majority of respondents find the products of Hira Sweets worthy of their
prices.

39
 14 How would you rate your satisfaction?

• Satisfied
• Neutral
• Unsatisfied

particular No.of responses Percentage

Satisfied 18 36.5%
Neutral 18 36.5%
unsatisfied 14 26.9%

Interpretation

There are almost equal responses regarding the rate of satisfaction of the products the brand offers.

40
 15 I rate the quality of Hira Sweets products

• Very bad
• Bad
• Average
• Good
• Excellent

Particular No.of responses percentage

Very bad 4 7.7%
Bad 4 7.6%
Average 10 21.2%
Good 21 40.4%
Excellent 11 23.1%

Interpretation

63.4% participants rated the products of Hira Sweets are good or excellent

Other 21.2% rated average

Remaining others rated bad or very bad

41
 16 What do you think Hira Sweets needs to improve the most?

• Customer service
• Product quality
• Amount of product variation

particulars No.of responses Percentage

Customer service 8 17.3%
Product quality 22 42.3%
Amount of product 20 40.4%
variation

Interpretation
42.3% participants suggest that product quality should be improved.

40.4% suggests improving the number of product variations

17.3% suggests improving the customer service.

42
17 How likely is it that you recommend Hira Sweets to your friends?

• Unlikely
• Somewhat likely
• Likely

Particulars No.of responses Percentages

Unlikely 13 26.9%
Somewhat likely 22 42.3%
Likely 15 30.8%

Interpretation

Majority of the respondents are likely to recommend Hira Sweets to their friends.

43
 Chapter- 6

Findings/ Observations

44
FINDINGS
Based on the study done on customer satisfaction the following observations were made:-

● 59.2% of people visit Hira Sweets once a month.

● Majority of people find stores clean.
● 40.6% of people like the taste.
● There is an almost equal amount of average and good rating quality of Hira Sweets
compared to other brands.

● 33.3% of customers are satisfied with the employee services.

● Customers are satisfied with the ambiance of Hira Sweets.
● Most of the customers rated the employee friendliness to be good or excellent.
● 30.8% of people neutrally agree that Hira Sweets has enough food options.
● Majority of respondents say that Hira Sweets should advertise.
● 71.2% of people prefer the price to be reduced, Hira Sweets should consider it.
● 42.3% of participants suggest that product quality should be improved.
● There are almost equal responses regarding the rate of satisfaction with the
products the brand offers.

● The majority of respondents are likely to recommend Hira sweets to their family
& friends.

45
 CHAPTER 7
SUGGESTIONS

46
 1. Introduce diversification in products and service offerings. This will help strengthen
their position.

2. Bring innovation and technological advancements in the company to deal with the
rising competition and imitation.

3. Reduce prices of the products to attract more customers and increase the
affordability for all classes of consumers.
4. Hira Sweets should introduce some new varieties to attract the customers.

5. It should work out on the ambience for more satisfaction of the customers.
6. It should charge a little less to capture more market.

7. It should offer more discounts.

8. They should open more outlets in overcrowded areas

9. They should start advertising

10. Majority of customers are satisfied with product quality, still improvement can be
helpful

11. Frequent feedbacks should be taken from the customers for regular improvements.

47
 CHAPTER-8
CONCLUSION

48
CONCLUSION FOR THE STUDY

The study was started so as to know whether the customers are satisfied with products and
service of Hira Sweets.
The project has been done on the customer's satisfaction towards the products and services.
The analysis was done based on the Information collected in the form of questionnaire from
the customers.
This has been done in Hira Sweets outlet, Sector 51, Noida.
The major part of the analysis is based upon the percentage analysis.
After a brief analysis few findings were derived. Based on findings the suggestions and the
conclusion were made.
Thus the report says that the product and services by the Hira Sweets was very satisfactory
and it was satisfying the majority of the customers using. The report was very helpful for the
Hira Sweets to know how it can improve and the suggestions of the customer in the services
of Hira Sweets can help in better performance of it. A satisfied customer will be loyal and also
help in increasing the customer base as more and more people will get aware about the
company’s product through him. So I will only suggest that the focus of such organization
should be on customer satisfaction

49
 Bibliography

1. BOOKS

●Phillip Kotler
●Gary Armstrong and Phillip Kotler

2. Websites

● www.google.com
● www.hirasweets.com
● www.wikipedia.in
● https://asq.org/quality-resources/customer-satisfaction

50
 Questionnaire

Hello,,I am Khushi, student of JIMS , IPU university and I would really appreciate it if you complete this survey
with your honest opinion about Hira Sweets. Note that the survey will be strictly confidential, your identity will
stay anonymous . The survey consists of 17 questions it will take you 5-7 minutes. I would like to thank you in
advance for participating on my survey.

(a) Gender - (b) Age

1. How often do you visist Hira Sweets?

● Daily
● Once a week
● Once a month
● Never

2. I rate the average cleanliness of Hira Sweets outlet that I have been to?
● Not clean
● Somewhat clean
● Clean

3. What do you like about Hira Sweets?

● Taste
● Popular place for sweets
● Service quality
● Quality sweets
● Low prices

4. What can Hira Sweets do to improve?

● Exceed customers expectations
● Make cheaper prices
● Offer special types of products regularly
5. I rate the quality of Hira Sweets compared to other brands (Ex Haldirams) to be?

● Very bad
● Bad
● Average
51
 ● Good
● Excellent

6. How satisfied are you with the employee service at Hira Sweets?

● Satisfied
● Neutral ● Unsatisfied

7. I would rate the ambience of Hira Sweets to be?

● Very bad
● Bad
● Average
● Good ● Excellent

8. I rate the friendliness of the employee?

● Very bad
● Bad
● Average
● Good
● Excellent

9. Do you think Hira Sweets has enough food options

● strongly disagree
● disagree
● neutral
● agree
● strongly agree

10. In general, do you think Hira Sweets has improved its performance
compared to the first couple of times you’ve been there?

52
 ● Yes
● No
● Maybe

11. I think Hira Sweets should start advertising.

● Strongly disagree
● Disagree
● Neutral
● Agree
● Strongly agree

12. How important is the price to you when choosing Hira Sweets?
● Important
● Unimportant

13. I think the quality of the products is worth the prices

● Strongly disagree
● Disagree
● Neutral
● Agree
● Strongly agree 14. How would you rate your product
satisfaction?

● Satisfied
● Neutral
● Unsatisfied

15. I rate the quality of the products:

● Very bad
● Bad
● Average

53
 ● Good
● Excellent

16. What do you think Hira Sweets needs to improve the most?

● Customer service
● Product Quality
● Amount of product variation

17. How likely is it that you recommend Hira Sweets to your friends?
• Unlikely
• Somewhat likely
• Likely

54