“A STUDY ON CUSTOMER SATISFACTION TOWARDS ...

“A STUDY ON CUSTOMER SATISFACTION TOWARDS

GOODS AND SERVICES RENDERED BY MK. AHMED

SUPERMARKET”

Near Marathalli

Bangalore, 560103

2017-2018

Submitting in partial fulfillment of the requirements of

Bangalore University for the award of degree of

Bachelor of business Administration

By

MUHAMMED AJNAS

Reg.No: 15VFC26071

Under the guidance of

Mrs. V. N. MANJULA. P

NEW HORIZON

COLLEGE

DECLARATION

I hereby declare that the project entitled “A STUDY ON CUSTOMER SATISFACTION

TOWARDS GOODS AND SERVICES RENDERED BY MK. AHMED SUPERMARKET”

Submitted to Bangalore university in partial fulfilment of the requirement for the

award of the degree in bachelor of business administration as a record of original

project work done by me during my period of study in new horizon college of

management (2017-2018), Bangalore under the supervision of Mrs. V.N

MANJULA.P This project is original and has not been submitted under any other

university or institution.

Place: Bangalore MUHAMMED AJNAS

Date: Register No. 15VFC26071

NEW HORIZON

COLLEGE

GUIDE CERITIFICATE

This is to certify that project titled “A STUDY ON CUSTOMER

SATISFACTION TOWARDS GOODS AND SERVICES RENDERED BY MK. AHMED

SUPERMARKET” Submitted by MUHAMMED AJNAS final year bachelor of

business administration in partial fulfilment for the award of degree in bachelor of

business management, is a record of bonifide work done by her during period of the

study (2017-2018) in NEW HORIZON COLLEGE affiliated to Bangalore

University and is worthy of examination.

Place: Bangalore Mrs. V.N MANJULA.P

Date: Asst. Professor

NEW HORIZON

COLLEGE

HOD CERTIFICATE

The project work entitled “A STUDY ON CUSTOMER SATISFACTION TOWARDS

GOODS AND SERVICES RENDERED BY MK. AHMED SUPERMARKET” is a bonifide

work carried out by MUHAMMED AJNAS bearing registration no: 15VFC26071 in

partial fulfilment of the requirements for the award of degree in business

administration of Bangalore University during the year 2017-2018. It is certified that

all corrections/suggestions have been incorporated in the project report and a copy is

deposited in the department library. This project work has been approved as it

satisfies the academic requirements for the award of bachelors of business

management degree.

Place: Bangalore SOWMYA. J

Date: Head Of Department

NEW HORIZON

COLLEGE

PRINCIPAL CERTIFICATE

The project work entitled “A STUDY ON CUSTOMER SATISFACTION TOWARDS

GOODS AND SERVICES RENDERED BY MK. AHMED SUPERMARKET” is a bonifide

work carried out by MUHAMMED AJNAS bearing registration no: 15VFC26071 in

partial fulfilment of the requirements for the award of degree in business

administration of Bangalore University during the year 2017-2018. It is certified that

all corrections/suggestions have been incorporated in the project report and a copy is

deposited in the department library. This project work has been approved as it

satisfies the academic requirements for the award of bachelors of business

management degree.

Place: Bangalore Dr. R. BODHISATVAN

Date: Principal

ACKNOWLEDGEMENT

No book is complete effort of its authors own. A few important

personalities have greatly contributed to this internship report during its course of

completion.

First and foremost, I wish to express my profound gratitude to Mr. Arshad

T.V Manager for MK AHMED SUPERMARKET for showing me the right

direction in my project for providing kind guidance and making all of MK AHMED

SUPERMARKET who gave me facilities at my convenience. I also record my

sincere thanks to all the staff members all the information when required.

I express my gratitude to my guide Ms. V.N Manjula P faculty NEW HORIZON

COLLEGE for his continuous guidance and Co-operation shown through this

research.

I am indebted to my friends and parents who were there to cheer up and offer

valuable suggestion at every step of the way, especially when motivation flagged. I

thank them for their wonderful support without which the dissertation would not

have been possible.

Place: MUHAMMED AJNAS

Bangalore (15VFC26071)

TABLE OF CONTENTS

SL.NO.

CHAPTER NO.

INDEX

PAGE NO.

1

1

Introduction Introduction

Introduction to marketing

Define marketing

Concept of marketing

Define marketing research

Marketing mix

Marketing information &

research

1-16

2

2

Research Design Title of the study Statement of the problem Limitations of the study Objective of the study Scope of the study Research methodology Field work

17-29

3

3

Company Profile

30-35

4

4

Analysis and Interpretation

36-63

5

5

Summary Findings Recommendation Conclusions

64-66

6

6

Bibliography

Books Website

67

7

7

Appendix Questionnaire

68-71

LIST OF TABLES

Table no.

Particulars

Page no.

1

2

3

4

5

6

7

8

9

10

11

12

13

14

Table showing the respondents according to sex

Table showing the respondents according to the marital status

Table showing the respondents according to the age

Table showing the respondents according to the income group

Table showing the respondents according to the occupation

Table showing the respondents according to the awareness

Table showing source that made the respondents aware of MKA

Table showing the respondents according to visit MKA

Table showing the respondents according to preference visit MKA

Table showing the respondents according to product availability

Table showing the respondents according to price strategy

Table showing the respondents’ according to service sector at

MKA

Table showing the respondents according to their ambience

Table showing the respondents according opinion about sales force

36

38

40

42

44

46

48

50

52

54

56

58

60

62

LIST OF GRAPHS

Graph No.

Particulars

Page No.

1

2

3

4

5

6

7

8

9

10

11

12

13

14

Graph showing the respondents according to sex

Graph showing the respondents according to the marital status

Graph showing the respondents according to the age

Graph showing the respondents according to the income group

Graph showing the respondents according to the occupation

Graph showing the respondents according to the awareness

Graph showing source that made the respondents aware of MKA

Graph showing the respondents according to visit MKA

Graph showing the respondents according to preference to visit

Graph showing the respondents according to product availability

Graph showing the respondents according to price strategy

Graph showing the respondents’ on the basis of the service

Sector at MKA

Graph showing the respondents according to ambience

Graph showing the respondents opinion about sales force

37

39

41

43

45

47

49

51

53

55

57

59

61

63

CUSTOMER SATISFACTION TOWARDS GOODS AND SERVICES RENDERED BY M.K. AHMED

SUPERMARKET

Page | 1

INTRODUCTION

The study entitled “Customer Satisfaction towards goods and services

rendered by M.K.Ahmed Super Market” was conducted to evaluate the

effectiveness of the services offered by M.K.Ahmed Super Market” to its

customers. The customer plays a very important role in the concept of marketing

today. Therefore, it becomes mandatory for the companies to determine the level

of satisfaction of the customer towards company's product or services.

The concept of customer satisfaction is a part of the marketing concept

called “consumer behaviour”. It thoroughly deals with the customer response to a

product or a service. The success of every marketer largely depends on the

customer satisfaction level. Meeting the respondents personally and interrogating

them with the help of a questionnaire prepared was how this study was conducted.

The study of customer satisfaction also plays an integral role in the

research program of the company. It acts as a means for feedback to the company

from the customer about the product or service offered by them.

This can lead to more developments in the products or services as required

by the customers. By this we can say that customer determines the product in the

concept of marketing.

Thus we assert that the buyer's form a judgment of value and acts on it.

Whether the buyer is satisfied after purchase depends upon the offer's

performance in relation to the buyer's expectations. Therefore, satisfaction is the


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level of a person's felt state resulting from comparing a product's perceived

performance in relation to the person's expectations. Thus the satisfaction level is

a function of the difference between perceived performance and expectations.

A customer could experience one of the three broad levels of satisfaction.

If the performance falls short of expectations, the customer is dissatisfied. If the

performance matches the expectations, the customer is satisfied. And if the

performance exceeds the expectations, the customer is highly satisfied, pleased or

delighted.

These expectations are formed on the basis of the buyer's part experiences,

statements made by friends and associates, and marketer and competitor

information and promises. If the marketer raises the expectation too high, the

buyer is likely to get disappointed.

Some of the successful companies are raising expectations and delivering

performances to match. These companies are aiming for TCS- Total Customer

Satisfaction. For customer - centered companies, customer satisfaction is both a

goal and marketing tool. Companies that achieve high satisfaction rating make

sure that their target market knows it.

Although the customer - centered firm seeks to create high customer

satisfaction, it is not out to maximize customer satisfaction. First, company can

increase customer satisfaction by lowering the prices or increasing its services.

Secondly, the company might be able to increase profitability by improving it


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manufacturing or investing more on R&D. Spending more to increase customer

satisfaction would divert funds from increasing the satisfaction of other partners,

ultimately, the company must operate on the philosophy that it is trying to deliver

a high level of customer satisfaction within the constraints of its resources.


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METHODS OF TRACKING AND MEASURING

CUSTOMER SATISFACTION

A company's tool for tracking and measuring customer satisfaction range

from the primitive to sophisticated. Companies use the following methods to

measure how much customer satisfaction they are creating:

1. Customer Satisfaction Surveys:

Responsive companies obtain a direct measure of customer satisfaction by

conducting periodic surveys. They send questionnaires or make telephone calls to

a random sample of recent customers to find out how they feel about the various

aspects of the company's performance. They will also solicit the buyer's view on

their competitor's performance.

2. Complaint and suggestion systems:

A customer- centered organization would make it easy for it's customers to

deliver suggestions and complaints. These information flows provide the

companies with many good ideas and enable them to act more rapidly to resolve

problems.


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3. Ghost shopping:

Another useful way to gather a picture of customer satisfaction is to hire

persons to pose as potential buyers to report their findings on strong and weak

points they experienced in buying the company's and the competitor's products.


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INTRODUCTION TO MARKETING

The essence of marketing is an exchange or a transaction intended to

satisfy human needs or wants i.e. marketing is a human activity directed at

satisfying needs and wants through an exchange process. Many Organizations are

involved in developing marketing activities to satisfy the needs and wants of

group of customers.

A business is set apart from all other human organizations by the fact that

it markets a product or a service. It is in marketing that we satisfy individual and

social values, needs and works, be it through producing goods, supplying services,

fostering innovation for creating satisfaction.

Marketing is the focal point of all business activities. The end of all

production is consumption and the success of a business enterprise depends on

efficient marketing. Finance, personnel and other activities of business revolve

around marketing. Marketing has become a vital for the survival and growth of

business due to large-scale production, changing technology and sophisticated

tastes and preferences of the customers.

Marketing is the only source of generating revenue for business. Other

activities of business such as manufacturing, finance, research and development

and personnel incur expenditure.


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1. DEFINE MARKETING

“Marketing is a social and managerial process by which individuals and

group obtains what through creating offering and exchanging products of value

with others.”

Philip Kotler

“Marketing includes all those activities having to with effecting changes in

ownership and possession of goods and services. It's the part of economics which

deals with creation of time, place and possession utilities and that phases of

business activity through which human wants are satisfied, by the exchange of

goods and services for some valuable consideration.”

American Marketing Association

“Marketing consists of those efforts, which affect the transfer in ownership of

goods and care for their physical distribution.”

Clarke and Clarke


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CONCEPTS IN MARKETING

Studies revealed that different organization have different perception of

marketing and these different perceptions have led to the formation of different

concepts of marketing.

The marketing concept has been expressed in many colorful ways:

• “Meeting needs profitability”

• “Find wants and fill them”

• “Love the customers and not the product”

• “Have it your ways”

• “You are the boss”

• “To do all in our power to pack the customer's dollar full of value,

quality and satisfaction”.

DEFINE MARKETING MANAGEMENT

“It is the process of planning and executing the conception, pricing, promotion

and distribution of ideas, goods and services to create exchange that satisfy

individual and organizational goals.”

S. L. Gupta


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“It is a process of planning and executing the conception, pricing, promotion

and distribution of goods, services and ideas to create exchanges with target.

Groups that satisfy both the consumer and organization objectives”.


DEFINE MARKETING RESEARCH

“Marketing research has to do with the gathering, processing, analysis,

storage and dissemination of information to facilitate and improve decision-

making”

Seibert Joseph C

“The marketing research is the systematic and objective research for analysis of

information relevant to the identification and solution of any problems in the

fields of marketing”

Green Face and Thu

“Marketing research is the functions which link the consumer, customer and

public to the marketer through information-information used to identify and define

marketing opportunities and problems, refine and evaluate marketing actions,

monitor marketing performance and improve understanding of marketing as a

process



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Exchanging transaction and relationship with markets

Exchange is the act of obtaining the desired from someone by offering

something in return. An exchange may be in the form of money, another Good or

service in return for good. A transaction means a trade between two parties that

involves at least two things of value agreed upon contract a time of agreement and

to take appropriate actions in course of time.

Goods

Goods may also be called as product. They are tangible. They can be classified

into consumer goods and industrial goods

Consumer goods

Ultimate user or consumers for their personal purpose purchase

These kinds of goods are further classified into:

Convenience goods

Consumers often require these goods. These types of goods are places

where consumers need them. The purchases such goods cannot be postponed

because they are daily necessity of life.


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Shopping goods

Goods like jewellery readymade garments etc are more cost Convenience

goods. They are generally available from particular shop where similar but same

types of goods are sold.

Specialty goods

These types of goods are of high value and manufactured by reputed firms.

They serve as the special attraction to the consumer

Industrial goods

Goods which are used for production of products are industrial goods

.They include goods such as raw materials, fabricated materials component parts

Installation accessories etc.

Services

Services are intangible activities, which are offered for sales as such or in

connection with sale of goods they are of two types


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Personal services:

It comprises of education, communication, medical and legal services

Business services:

It comprise of advertising, marketing and mercantile Credits and collection

agencies

Marketing management:

We define marketing management as “the analysis, planning,

implementation and control of programs designed to create, build and maintain

beneficial exchanges with target buyers for the purpose of achieving

organizational objectives”

Marketing mix

According to BORDEN “the marketing mix refers to

appointment of efforts, the combination, the designing and integration of the

elements of marketing into a program mix which, on the basis of an appraisal of

the market forces will best achieve an enterprise at a given time”. It is a

combination of product, price, promotion and place (distribution channels)

popularly known as 4P’s of marketing a brief description of these four elements

are given below


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Product

It is the first element of marketing mix. It is the firm tangible offer to

the market, which includes product quality, design, features, branding and

packaging

Price

It is the second element of effect the volume of sales. It is the amount of

money consumer pays in exchange of product

Promotion

It includes all activities of the company to communicate and promote its

products to the larger market. It is third element of the marketing mix

Place

It is the delivery of products at the right time and at right place. It

includes various activities that the company under takes to make the product

accessible and available to target consumers

MARKETING INFORMATION AND RESEARCH

Marketing information

Marketing information includes all facts, estimates, opinions etc considered in

making decisions, which affect the marketing goods. It helps a product to retain,


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create and expand the market for his products. There various reasons for

considering marketing information as the life blood of marketing for the reasons

which follows:

1. Customers expectation regarding the product

2. The degree of competition to be faced

3. Government policies

4. Channels of distribution

5. Defect of rival products

6. Buying motives of customer Supply, demand and price of

similar products

7. Size of market to be covered

8. Customers opinion about product size, shape and types

9. Satisfactory inflow of information

Marketing information systems:

A marketing information system is a continuing and interacting structure of

people, equipment and procedures to gather, short, analyze, evaluate and distribute

pertinent timely and accurate information used for marketing decision makers to

improve their marketing planning execution and control.


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MIS makes available only the required information and is less time consuming in

decisions making

Specialties, who gather information and deal with it to meet the desired

objectives, handle the operation and design of the system

To the top executives, MIS provides fast and accurate information

It facilities in taking suitable and quick decision promptly

Components of MIS

1. Internal marketing information

2. Marketing intelligence system

3. Marketing research

Internal marketing information

It is secured through accounting system. It is component of management

system. It contains data on sales, inventories, cost, cash flows, account receivables

and payables. It constitute the data generated with the firm

Marketing intelligence system

External marketing information is another MIS system component. The

intelligence keeps marketing executives well informed about the current

marketing environment and change in conditions in the market. Information of


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marketing intelligence will be evaluated, edited and distributed to the right people

in the right form.


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RESEARCH DESIGN

INTRODUCTION TO PROBLEM

STATEMENT OF THE PROBLEM

The title of the project is “study on customer satisfaction towards

M.K.Ahmed Super Market”

Customers are dynamic in nature and it is not easy to understand their

needs, wants, desire, satisfaction level etc., exactly as there are many factors,

which influence their satisfaction that cannot be exactly, determined. Taking all

this into consideration, this study has been conducted on consumer satisfaction

towards M.K.Ahmed Super Market”

OBJECTIVE OF MARKETING RESEARCH

(a) GENERAL AIMS AND OBJECTIVES OF MARKETING

RESEARCH

1. To know the marketing opportunities.

2. To understand marketing problems.

3. To help in the selection of the right course of action.

4. To know about customer acceptance.

5. To forecast the probable volume of the future sales.

6. To analyze the expected market share.

7. To assess competitive strengths and policies.


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8. To understand the distribution network of the product.

9. To understand why customers buy a particular product.

(b) OTHER OBJECTIVES OF MARKETING

RESEARCH

The following are the main objectives of marketing research

1. Academic Objectives:

To gain awareness about a phenomenon or to achieve new insights into it.

The academic object of marketing research is the acquisition of knowledge and it

is the thirst for knowledge coupled with curiosity that has been the guiding force

behind a rich variety of research work, independent or any material incentive.

2. Utilitarian Objectives:

The primary goal of marketing research is to understand marketing culture,

marketing environment and marketing decision process and there by gain a greater

measure of marketing control.

3. Marketing research:

It may be used to determine the frequency with which a certain thing occurs or

with which it is associated with something else.

It helps in testing a hypothesis or a casual relationship between variable to

determine the cause and effect impacts.


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4. It helps in providing information regarding manufacturers, retailers, and

suppliers of all kinds of service.

5. It helps in providing solutions of marketing problems of business and

industry. Marketing research and motivational research are considered

crucial and their results assist it more than one way, in taking business

decisions


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LIMITATION OF THE STUDY

1. As this was a household survey, the researcher could not get full co-

operation from all the respondents.

2. It was not possible to take a large number of universes for the survey due

to time constraints.

3. During the interview some respondents were observed filling the

questionnaire without even reading the question.

4. The research study was conducted only in Bangalore.


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PURPOSE OF THE STUDY

1. The study helps to analyze what are the preferences of customers with regard

to price, durability, color, fragrance, softness etc.

2. The purpose for the study is to know consumer satisfaction.

3. The study helps to sore better than competitors and re-define the approach of

the company towards its consumers.

4. The study helps M.K.Ahmed Super Market to obtain suggestions regarding

product improvement and service.

OBJECTIVE OF THE STUDY

1. To understand Bangalore market in general.

2. To determine various attributes that the consumers look for while

purchasing.

3. To find out satisfaction level of the customers.

4. To make conclusion and recommendations based on analysis and

interpretations of the study.

5. To arrive at factors, which influence on consumer purchase decisions


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SCOPE OF THE STUDY

The study was based on M.K.Ahmed Super Market. It deals with

Customer satisfaction towards M.K.Ahmed Super Market with regard to the

factors such as price, promotion, place, product, package etc.; it also deals with

preferences of consumer towards M.K.Ahmed Super Market. The study restricts

itself to market survey as the analysis of the above in Bangalore.

The study will aid M.K.Ahmed Super Market to understand and analyze to

what extent the consumers have accepted the product and whether it has met their

project image. They could thus make necessary modification to meet their goals.


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CONCEPTUAL DEFINITION

This is an essential step in the research design process since the various

items and concept should be properly defined so as to convey the exact meaning

with reference to the study.

ATTITUDE

Attitude has been defined as an expression of inner feelings that reflect a person is

favorably predisposed to same object (eg. A brand, a service, a retail

establishment).

ATTRIBUTES:

A characteristic quality of the product.

BRAND AWARENESS:

The knowledge of the existence of a brand in the market.

CONSUMERS:

All those people who purchase or make use of products.


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BUYING MOTIVE:

A buying motive is the reason why a person buys a particular product. It is

the driving force behind buying behaviour and may be based on physiological or

psychological wants.

CONSUMER BUYING BEHAVIOUR:

The way in which consumer respond to various market changes brought in

from time to time.

CONSUMER PERCEPTION:

A part of consumer behaviour, which deals or determines the manner in

which a consumer uses his or her perceptual abilities in implementing their buying

motives or decision.

CONSUMER SATISFACTION:

A study of customer's reaction or response of feedback to a product after

consuming it, which influences his or her post purchase decision.


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RESEARCH METHODOLOGY

RESEARCH DESIGN

“A research design is the specification of methods and procedures for

acquiring the information needed. It is the overall operational framework of the

project that stipulates what information is too collected from sources by what

procedures”.

Green and Full

DESCRIPTIVE RESEARCH DESIGN

This design is used for finding solution to identified problems. In this

study the identified problems is “To analyze the customer satisfaction towards

M.K.Ahmed Super Market” for which the study gives solution, so the design

adopted is descriptive research design. The main advantage of this design is data

can be accurately obtained.


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METHODOLOGY

Methodology is way to analyze different aspect systematically to reach at a

certain solution for fulfillment of the objective of the study effective methodology

and method of data collection quite necessary.

In order to fulfill the objective different customer were contacted in

Bangalore City. The information was collected by using structured questionnaire

with multiple answers.

METHODS OF DATA COLLECTION

Questionnaires were circulated to the respondents to know their opinion

about M.K.Ahmed Super Market .This report is based on the primary as well as

secondary data.

This research was carried out by conducting in depth interviews with

questionnaire as a guide for coverage of all issues. The questionnaire was

designed on the basis of the objective of the study.


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TOOLS AND TECHNIQUES OF DATA

COLLECTION:

PRIMARY DATA

Primary data was collected through questionnaire and direct

communication with customers and official staff of MK.AHMED Supermarket.

SECONDARY DATA

Secondary data on the other hand includes those data, which are

collected from company records, books and websites.

Research instrument

The main instrument used in data collection is a questionnaire that has been

constructed for this purpose. Using the above instrument the primary data has

been collected.

Questionnaire

The questionnaire included both open and close ended questions and also multiple

choice answers to be chosen by the respondents. The questionnaire was filled by

the customers of MK.AHMED Supermarket giving their opinion without any

prompting on my part.


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SAMPLING SCHEME:

SAMPLE SIZE

Totally 120 respondents have been drawn as sample size.

SAMPLING TOOL

The most common instrument in collecting the primary data is the

questionnaire. It is standardized from containing a list of question to be asked to

the respondents for the purpose of gathering data. Care was taken to use right

wording where, simple, direct unbiased and conveyed the right meaning. Finally

the question was arranged in a sequential manner.

Thus the questionnaire was designed and used in data collection. A copy

of questionnaire is included as annexure at the end of the report.

FIELD WORK

Field is very important step in the process of market research. It has

been carried out with prior planning and with utmost accuracy. It is carried out in

a very systematic manner. The prepared questionnaire was circulated among the

respondents. The fieldwork activities involve the data collection by contacting the

respondents.


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The places for data collection were at various areas under each stratum.

Briefing were made to clear away doubts explained the concept to get a better and

right response.

ANALYSIS

After the fieldwork activities are over, data collected should be properly

analyzed. Tabulating the data furnished by each questionnaire in an orderly

manner to deduce the information, relate various variables and draw conclusion on

it.


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COMPANY PROFILE

THE M.K.AHMED SUPERMARKETS SUCCESS STORY

Close to a 5 decades now, M.K.AHMED SUPER MARKET the organization

which has set industry standards in food and home needs retailing, has rigorously

maintained the very standards of quality and service which have made it the most

trusted name in households across Bangalore today.

M. K.Ahmed, in 1905 at Bangalore, even though he had incredibly humble

beginnings, his views were unique and futuristic. With a very marginal

investment, he successfully formulated 'Need based Solutions', which revealed

strong professionalism. This was clearly demonstrated in his commencing his

early business with the marketing of very small quantities of butter instead of

milk.

The enterprising AHMED’S family, pooled in its extensive knowledge,

intrinsic skills & experience to build the super market empire which is now

leading name to reckon with in Southern Bangalore for quality stationery, bakery

and confectionery products.

In 1939, the malleswaram branch of M.K.AHMED super market opened; today it

is the only supermarket of its kind, catering to the daily needs of endless

consumers, with its wide range of quality products & impeccable service


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M.K.AHMED’s-Opening a New Vista

The popularity of M.K.AHMED products all over India has opened a new

vista for setting up New Supermarkets, new Bakeries, and new Cake shops. The

Franchise Division offers the accumulated expertise and knowledge of these lines

in the form of complete plans, procedures and formulae along with

implementation assistance to entrepreneurs (individuals and firms).

Technology and Information System

Hard work, professionalism, absolute commitment to quality and service,

carefully cultivated and refined over the years, have been streamlined into a

culture-filled value system. The codified form of this tradition-rich system is the

M.K.AHMEDs Franchise Division, which was set up in September 2001.

Now which is providing full support and service to its all franchisees all

around the Bangalore through High technology based Information Systems,

Business Guidelines and so on.

BUSINESS PLANNING

Corporate planning, Franchisee business models and designing the new

system which is based on the core business principle are M.K.A’s core strength.

And M.K.A’s is practiced the iterative enhancement model from several decades.

Today is having several divisions, which are working on the different projects,

which powers the entire business model.


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FRANCHISE OPPORTUNITY

Retailing The New Age Business Organized retailing has been gaining

more and more importance in our country, with customers increasingly flocking

towards 'well-dressed' shops, which offer an exhaustive variety of products,

coupled with legendary service. Anyone interested in entering business or already

pursuing it must rigorously follow the vital principles of commerce, to ensure that

they don't get swallowed up in the shark-infested waters of competition.

24/7 Service

M.K.A’s service is just a call away. M.K.A’s provides services like

Information Technology (IT), Shop Design, Crises Management, Monitoring,

Business Advise and Training franchisee professionals. Our strength is providing

better every next time.

History of the company

Mr.M.K.Ahmed started M.K.Ahmed departmental stores in 1927 in

Bangalore city. He initially started off with a small shop, later with sheer

dedication and hard works a successful franchise with growing goodwill and

reputation. Ahmeds later joined the business and improved the franchise.

Later in the year 1946 Mr.M.K.Ahmed died. During this business started

to decline cause the responsibility fell one person. At this critical juncture Ahmeds

son Abu Becker who was only 16 year old by then joined hands with his uncle. He

even discontinued his studies to resurrect his dads dream. In the year 1956 he


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open a branch in malleshwaram with a capital of RS 500.he took various measures

of improving the franchise which later on grew to be what it is. In the beginning

they sold only imported items, electronic items, plastics, cosmetics, leather items

etc. They were the first to start home delivery system in Bangalore which was

given to customers at free of cost. This increased the goodwill and reputation of

the Franchise.

Later on Abu Becker’s 5 brothers and opened branches in different parts

of Bangalorelike magadi road, vijayanagar, indiranaga, jayanagar,

hanumanthnagar, basveshnagar. Later on he handed over the business of all

branches to his 5 brothers and he took Control of jayanagar and vijayanagar

branches. There on Abu Becker passed control to his son Mr.Hanif was clever,

efficient, hardworking, sincere and innovative. He started to provide perishable

goods like vegetable, fruits and frozen items which bought him increased sales.

FACILITIES AVAILABLE IN M.K.AHMED STORE,

JAYANAGAR.

The non-control goods at this store are high quality, cleaned and ready to use food

grains. All kinds of branded and non-branded products are sold in this store. Other

items are cosmetics, home appliance, stationery items, plastic goods, porcelain

items, steel Aluminum, brass, cooking oil, fancy articles and other items. Indents

will be received in person and over the phone as well. Credit cards facilities are

also available. Along with these there are special gifts and lottery schemes on

festivals and festivals are provided.


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Purchasing policy

The store stocks and sells around 8000 different items. The store believes

in ordering a bulk amount of goods to ensure all goods are available at all times.

However the franchise takes into consideration the movement of each item, also

the supply period and supply value. The store orders large quantities of fast

moving and slow moving goods are stored in less quantity. It orders the goods

every ten to twelve days to keep inventory in control. The store keeps a complete

close watch on market trends and Place more orders according to advantageous. It

continuously monitors the profitability on each product that is kept busy, to ensure

minimum profit margin on each product. Computerized accounting system is use,

where in every order is checked and goods inwards notes are prepared to show

margins available to the company. When a new product is introduced discussions

at sellers and top level management is held. The Product is trailed for a period of

fifteen days and if successful will place a further order for the product. The

company assures a minimum profit during this process. It is made Sure that all

branches of M.K.Ahmed super market enjoys the same margin of profit.

The following companies have now given the company special status and

whose goods and products are in turn are promoted with increased displays and

benefit:

Britannia industries ltd

Hindustan lever ltd

Karnataka soaps and detergents ltd

Parle products

Ponds India ltd


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FUTURE AIM

The company is looking to improve and build new avenues and expand

super market operations. It’s considering bringing up a franchise at Kormanagala.

This outlet will aim at providing luxury shopping arcade, health club, beauty

parlor, restaurants, lodging and more facilities under the same roof. Its expansion

plan is really big and wants to be India’s most trusted brand of super markets


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ANALYSIS AND INTERPRETATION

Table No: 4.1 Classification of respondent on the basis of their Sex

Options Respondents Percentage

Male 42 35%

Female 78 65%

Total 120 100%

INFERENCE:

From the table it can be inferred that majority of 78 respondents out of 120

are female, when compared to male.


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Graph No:4.1 Classification of respondents on their basis of their sex

35%

65%

Male

Female


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Table No: 4.2 Classification of the respondent on the basis of

Marital status

Options Respondents Percentage

Married 85 71%

Single 35 29%

Total 120 100

INFERENCE:

From the table above it can be inferred that majority of the respondents

(71%) out of 120 are married and (29%) are not married.


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Graph No:4.2 Classification of the respondent on the basis of Marital Status

71%

29%

Single

Married


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Table 4.3 Classification of respondent on the basis of their age

Age group Respondents Percentage

10-19 5 4%

20-29 25 21%

30-39 42 35%

40-49 34 28%

Above 50 14 12%

Total 120 100%

INFERENCE:

From the table it can be inferred that majority of respondents are in the age

group of 30-39, followed by 40-49, followed by 20-29, followed by above 50 and

10-19.


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Graph No:4.3 Classification of respondents on the basis of their age.

0

5

10

15

20

25

30

35

40

45

1O-19 20-29 30-39 40-49 Above 50

Respondents

Percentage


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Table No: 4.4 Classification of the Income level of the respondents

Income Respondents Percentage

3000-5000 14 12%

6000-10000 46 38%

11000-15000 48 40%

16000&above 12 10%

Total 120 100%

INFERENCE:

It can be inferred by the table that majority of respondents (40%) are in the

income level of 11000-15000 followed by 6000-10000(38%), followed by 3000-

5000(12%) & (10%) from the income level of 16000&above.


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Graph No:4.4 Classification of the Income level of the respondents

12%

38%40%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

1 2 3 4

INCOME

PE

RC

EN

TA

GE

Series1


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Table No:4.5 Classification of Respondents on the basis of their

Occupation

INFERENCE:

From the table it can be analyzed that majority of respondents are

Housewife (37%) followed by business people (30%), followed by professionals

(15%), students & others (11%) & (7%) respectively.

Occupation Respondents Percentage

Business 36 30%

Professional 18 15%

Student 13 11%

Housewife 44 37%

Others 09 7%

Total 120 100%


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Graph No:4.5 Classification of Respondents on the basis of their Occupation


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Table No:4.6 Classification of the respondent on the basis of

Awareness of M.K.Ahmed Super Market

Preference Respondents Percentage

Yes 105 88%

No 15 12%

Total 120 100%

INFERENCE:

From the above table about (88%) are aware and (12%) are not aware of

M.K.Ahmed Super Market


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Graph No:4.6 Classification of the Respondents on the basis of awareness of


88%

12%

Yes

No


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Table No: 4.7 Classification of sources that made the respondent aware of


Sources Respondents Percentage

Newspaper 09 8%

Magazines 11 9%

Television 05 4%

Family & friends 70 58%

Others 25 21%

Total 120 100%

INFERENCE:

It can be inferred from the above table that majority of respondents (58%)

are aware of M.K.Ahmed Super Market through Family & friends, followed by

(21%) others, followed by Magazines Newspapers, & television (9%), (8%) &

(4%) respectively.


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Graph No: 4.7 Classification of sources that made the respondents aware of


0%

10%

20%

30%

40%

50%

60%

70%

New spaper Magazines Television Family &

friends

Others

SOURCES

PE

RC

EN

TA

GE


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Table No: 4.8 Classification of respondents on the basis of Visit



Yes 95 79%

No 25 21%

Total 120 100%

INFERENCE:

From the above table it is inferred that majority of respondents 95(79%)

out of 120 had visited & 25(21%) respondents out of 120 have not yet visited



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Graph No: 4.8 Classification of Respondents on the basis of visit


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Table No: 4.9 Classification of respondents on the basis of

Preference to visit M.K.Ahmed Super Market


Once in a month 13 10%

Whenever need

arises

75 63%

Rarely 18 15%

Others 14 12%

Total 120 100%

INFERENCE:

It can be inferred by the table that majority of the respondents (63%)

prefer to visit M.K.Ahmed Super Market whenever need arises, followed by

(15%) rarely, followed by (12%) others and followed by (10%) once in a month


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Graph No: 4.9 Classification of respondents on the basis preference to visit


10%

63%

15%12%

0%

10%

20%

30%

40%

50%

60%

70%

Once in a

month

Whenever

need arises

Rarely Others

PREFERENCE

PE

RC

EN

TA

GE


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Table No: 4.10 Classification of respondent on the basis of product

Availability

Attribute Respondents Percentage

Excellent 14 12%

Good 74 62%

Average 32 26%

Total 120 100%

INFERENCE:

It can be inferred by the table that majority of respondents stated that the

product availability is Good (62%), followed by (26%) Average and (12%) said

that excellent.


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Graph No:4.10 Classification of respondent on the basis of product

availability.

12%

62%

26%

0%

10%

20%

30%

40%

50%

60%

70%

Excellent Good Average

ATTRIBUTE

PE

RC

EN

TA

GE


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Table No:4.11 Classification of respondents on the pricing Strategy

cone by M.K.Ahmed Super Market


Economical 94 78%

Expensive 26 22%

Total 120 100%

INFERENCE:

From the above table it is inferred that majority of the respondents stated

that the pricing strategy of M.K.Ahmed Super Market is economical (78%) and

(22%) said that it is expensive.


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Graph No:4.11 Classification of respondents on the pricing Strategy done by


78%

22%

Economical

Expensive


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Table No 4.12 Classification of respondents on the basis of the

. service sector at M.K.Ahmed Super Market


Excellent 15 13%

Good 60 50%

Average 45 37%

Total 120 100%

INFERENCE:

From the above table it can be inferred that majority of the respondents

stated that (50%) rate it as good, followed by (37%) rated as Average and (13%)

said that it is excellent.


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Graph No:4.12 Classification respondents on the basis of the service sector at



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Table No: 4.13 Classification of respondent on Ambience.

Attributes Respondents Percentage

Convenient 15 13%

Partially convenient 70 58%

Inconvenient 35 29%

Total 120 100%

INFERENCE:

From the above table it is inferred that the respondents are partially

satisfied with the ambience provided i.e., about (58%) rate it as partially

convenient, followed by (29%) Inconvenient and (13%) as convenient.


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Graph NO:4.13 Classification of respondent on Ambience.

13%

58%

29%

0%

10%

20%

30%

40%

50%

60%

70%

Convenient Partially convenient Inconvenient

ATTRIBUTES

PE

RC

EN

TA

GE


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Table No: 4.14 Classification of respondent opinion about sale force at


Sales force


Excellent 15 13%

Good 60 50%

Average 45 37%

Total 120 100%

INFERENCES:

From the above table it is clear that the majority of the respondent rate it as

Good (50%), followed by (37%0 as /average and (13%) said that it is excellent.


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Graph No:4.14 Classification of respondent opinion about sales force.


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FINDINGS

The study was conducted on M.K.Ahmed Super Market in Bangalore. The

sample size of the study was 120 respondents. Information regarding Customer

Satisfaction was collected through questionnaires and observation and the

following findings are follows.

1. Majority of the respondents who visited M.K.Ahmed Super Market were in

the age group of 30-39 followed by the age group of 40-49 when compare to

the age group of 20-29,followed by above 50and 10-19.

2. Majority of the respondents are aware of M.K.Ahmed Super Market through

Family & friends and others when compare to Newspapers, Magazines and

Television.

3. Female are in the Majority (65%) who are visiting often when compared to

male who score (35%).

4. Majority of the respondents are satisfied with M.K.Ahmed Super Market

5. Around 74 respondents out of 120said that the product availability is good,

followed by32 respondents who said it are Average and 14 respondents rated

it as excellent.


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6. Majority of the respondent's purchase their product whenever need arises

(63%), followed by rarely (15%); followed by once in a month (10%) and others

(12%).

7. Most of the respondent s looks for quality as the main attribute in the


8. Majority (78%) feels the pricing strategy done by M.K.Ahmed Super Market

are economical and followed by expensive (22%).

9. Majority of the respondents feel the service sector provided at M.K.Ahmed

Super Market is Good (50%), followed by (37%)and excellent (13%).

10. Majority of the customer find the ambience provided by M.K.Ahmed Super

Market is partially convenient (58%), followed by in convenient (29%)and

followed by convenient (13%).

11. Majority (50%) of the respondent out of 120 are of the opinion that the sales

force at M.K.Ahmed Super Market is Good, followed by (37%)average and

(13%) as Excellent.

12. Majority (40%) of respondents are in the income level of 11000-15000who are

upper middle class, followed by 6000-10000 who are of middle class,

followed 3000-5000 who are of lowed class and (10%)are of upper class.

13. Majority (88%) of the respondents are aware of M.K.Ahmed Super Market


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14. Majority of the respondents are (37%) housewife, followed by Business

people (30%), followed by (15%) Professional, followed by students (11 %)

and (7%) by others.

RECOMMENDATION AND CONCLUSION

1. It is advisable, that the company increases their number of outlets for the

convenient of the customers.

2. The company can also offer discounts, free sample etc, during festival and

on other occasions.

3. Promotional activities can be undertaken like trade show, road show etc..,

to attract new customers.

4. Awareness must be created among youth.

5. Few respondents suggested that the sales force be trained

6. It is advisable that the company advertises about its outlet and products in

daily newspapers, television, etc, so that the sales can be increased.

7. The company should produce goods according to the customer’s needs and

wants, majority of the respondents prefer in quality, quantity etc., in their

purchase decision. So the company should concentrate much on these

attributes which can help them in gaining the upper hand when compare to

their competitors

8. Sales force must be trained


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BIBLIOGRAPHY

BOOKS

1. Essentials of Marketing Management b - S.A.Sherlkar, P.N. reddy,

- H.R.Appanniah

2. Market Research by - S. L. Gupta

3. Marketing Management - Philip Kotler.

4. Consumer Behaviour - Schiffman, Leslielazar

5. Marketing Principles and strategies - Henry Assael.

6. Research Methodology - C.R. Kothari

WEBSITES

1. www.mkretail.com

2. www.marketingeye.com

3. www.marketing power.com


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Questionnaire

I am Mr. MUHAMMED AJNAS VI BBA student from NEW HORIZON

COLLAGE doing “A STUDY ON THE CUSTOMER SATISFACTION

TOWARDS GOODS AND SERVICES RENDERED BY M.K.Ahmed Super

Market” So kindly help me to fill in the questionnaire.

1. NAME:

2. SEX:

Male

Female

3. MARITAL STATUS:

Single

Married

4. AGE LEVEL:

a)10-20

b) 20-30

c)30-40

d) 40-50

e) ABOVE 50

5. INCOME:

a) 3000-5000

b) 6000-10000

c) 11000-15000

d) 16000 & above


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6. OCCUPATION:

a) Business

b) Professional

c) Student

d) Housewife

e) Others

7. ARE YOU AWARE OF M.K.A?

YES / NO

8. IF YES, HOW DID YOU COME TO KNOW ABOUT M.K.A?

a) NEWSPAPER

b) MAGAZINES

c) TV

d) FAMILY & FRIENDS

e) IF OTHERS SPECIFY

9. HAVE YOU EVER VISITED M.K.A?

YES / NO

10. IF YES, HOW FREQUENTLY DO YOU VISIT M.K.A?

a) ONCE IN A MONTH

b) WHENEVER NEED ARISES

c) RARELY

d) IF OTHERS SPECIFY

11. WHAT IS YOUR OPINION ABOUT PRODUCT AVAILABILITY?

a) EXCELLENT b) GOOD c) AVERAGE


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12. HOW DO YOU FIND THE PRICING STRATEGIES DONE BY M.K.A?

a) ECONOMICAL b) EXPENSIVE

13. HOW DO YOU FEEL THE SERVICE SECTOR AT M.K.A?


14. HOW DO YOU FIND THE AMBIENCE?

a) CONVINIENT

b) PARTIALLY CONVINIENT

c) INCONVINIENT

15. WHAT IS YOUR OPINION ABOUT SALES FORCE AT M.K.A?


16. HOW DO YOU THINK M.K.AHMED.SUPER MARKET CAN SATISFY

YOU MORE?

…………………………………………………………………………

…………………………………………………………………………

…………………………………………………………………………

………………………………………


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17. DO YOU HAVE ANY SUGGESTIONS FOR THE IMPROVEMENT OF

M.K.AHMED.SUPERMARKET ?

…………………………………………………………………………

…………………………………………………………………………

…………………………………………………………………………

………………………………………....

…………………………………………………………………

…………………………………………………………………

Thank you

“A STUDY ON CUSTOMER SATISFACTION TOWARDS ...

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