A STUDY ON CUSTOMER STATISFACTION WITH SPECIAL REFERENCE TO SHRI KANNAN DEPARTMENTAL STORE (P) LTD (COIMBATORE) By VINOTH KUMAR .K (Reg No: 1061224) Of K.S.RANGASAMY COLLEGE OF TECHONOLOGY (An Autonomous Institution Affiliated To Anna University of Technology, Coimbatore) TIRUCHENGODE - 637 215. SUMMMER PROJECT REPORT Submitted to the FACULTY OF MANAGEMENT STUDIES In partial fulfillment of the requirements for the award of the degree Of MASTER OF BUSINESS ADMINISTRATION JULY-2011 1
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A STUDY ON CUSTOMER STATISFACTION WITH SPECIAL REFERENCE TO SHRI KANNAN DEPARTMENTAL STORE (P) LTD
(COIMBATORE)
By
VINOTH KUMAR .K
(Reg No: 1061224)
Of
K.S.RANGASAMY COLLEGE OF TECHONOLOGY
(An Autonomous Institution Affiliated To Anna University of Technology, Coimbatore)
TIRUCHENGODE - 637 215.
SUMMMER PROJECT REPORT
Submitted to the
FACULTY OF MANAGEMENT STUDIES
In partial fulfillment of the requirements for the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
JULY-2011
1
BONAFIDE CERTIFICATE
It is Certified that this project titled “A STUDY ON CUSTOMER STATISFACTION WITH SPECIAL REFENCE TO SHRIKANNAN DEPARTMENTAL STORE (P) LTD, COIMBATORE” is the bonafide work of
Mr. K.VINOTH KUMAR who carried out the research under my supervision.
Certified further, that to the best of my knowledge the work reported here
does not form part of any other project report or dissertation on the basis of
which a degree or award was conferred on an earlier occasion on this or any
other candidate.
DirectorSupervisor
Head of the Institution
Internal Examiner External Examiner
2
K.S.RANGASAMY COLLEGE OF TECHNOLOGY (AUTONOMOUS)TIRUCHENGODE
MBA Summer Project Work(Batch 2010-2012)
Title of the project A STUDY ON CUSTOMER STATISFACTION WITH SPECIAL REFERNCE TO SHRI KANNAN DEPARTMENTAL STORE (P)
I hereby declare that the project entitled “A STUDY ON CUSTOMER STATISFACTION WITH SPECIAL REFERNCE TO SHRI KANNAN DEPARTMENTAL STORE (P), LTD COIMBATORE” in partial Fulfillment for
the award if the degree of MASTER Of BUSINESS ADMINISTRATION is a
record of original project work done by me, during my period of study in
K.S.Rangasamy College of Technology (Autonomous), Tiruchengode under the guidance of Mr. M.Rupesh Kumar, Associate Professor,
Department of M.B.A and no part of it has been submitted for any other
Degree or Diploma.
Date : Signature:
Place : Name of the
candiate:
4
ACKNOWLEDGEMENT
It is with great enthusiasm and learning spirit that I bring out this project
report. I also feel that it’s the right opportunity to acknowledge the support and
guidance that came in for various quarters during the course of completion of
my project. I am extremely thankful to our beloved Chairman Lion Dr. K.S
RANGASAMY and The Principal Dr. K. Thyagarajah., B.E., ME., Ph.D.,
SIMEEE, MISTE .
I express my gratitude to Dr .A. Lakshmi MA., MBA., M.Phil., B.Ed.,
Ph.D Director of MBA for rendering me all facilities and guiding me right
through the end for the successful completion of the work.
I would like to thank my internal guide Mr. M. Rupesh Kumar MBA.,
(PhD)., for the guidance and support which have been instrumental in
accomplishing this project.
I am thankful to V. Ravikrishnan, Personal Assistant, Shri Kannan
Departmental Store (P) Ltd, for permitting me to do project in their esteemed
organization and providing me all help needed to complete my project most
successfully.
I wish to convey my sincere thanks to all my teaching and non-teaching
staff of the department of management studies.
I thank my Family, Friends and the almighty for supporting me in every
way they could. At last I would like to thank all those who helped me directly
or indirectly in conduct successfully completing the project.
5
CHAPTER NO PARTICUALRS PAGE NO.
1 INTRODUCTION 11.1 INTRODUCTION 1
1.2 OBJECTIVES OF THE STUDY 2
1.3 SCOPE OF THE STUDY 3
1.4 LIMITATIONS OF THE STUDY 4
1.5 CHAPTERIZATION OF THE STUDY 5
2 CONCEPTS AND REVIEW 62.1 CONCEPT OF THE STUDY 6
2.2 REVIEW OF RELATED LITRATURE 9
2.3 COMPANY PROFILE 17
2.4 PRODUCTS PFOFILE 18
3 METHODOLOGY 193.1 RESEARCH DESIGN 19
3.2 SURVEY DETAILS 19
3.3 SAMPLING DETAILS 19
3.3 DATA COLLECTION DETAILS 20
3.4 TOOLS USED FOR THE STUDY 20
4 ANALYSIS AND INTERPRETATION 21
5 FINDINGS, SUGGESTIONS AND CONCLUSION 49
5.1 FINDINGS 49
5.2 SUGGESTIONS 51
5.3 CONCLUSION 52
APPENDIX
BIBLIOGRAPHY 53
6
LIST OF TABLES
TABLE.NO PARTICULAR PAGENO
1 GENDER OF RESPONDENTS 22
2 AGE GROUP OF RESPONDENTS 23
3 PROFESSION OF RESPONDENTS 24
4 INCOME LEVEL OF RESPONDENTS 25
5 VISITING OF RETAIL OUTLET 26
6 PURCHASING OF PRODUCT 27
7 FACTOR INDUCES TO PURCHASE 28
8 QUALITY OF PRODUCT 29
9 PRICING POLICY 30
10 AVAILABILITY OF PRODUCT 31
11 SATISFACTION LEVEL OF KANNAN PRODUCT 32
12 PACKING OF KANNAN PRODUCT 33
13 PROMOTIONAL OFFERS 34
14 SATISFACTION LEVEL OF STORES OFFERS 35
15 ADVERTISEMENTS OF THE STORE 36
16 INFORATION METHOD OF SPECIAL OFFERS 37
17 SATISFACTION OF SERVICE OFFERED BY THE STORE 38
18 DISTRIBUTION CHANNEL OF KANNAN STORE 39
19 DOOL DELIVERY 40
20 USEFUL OF MEMBERSHIP CARD 41
21 CREDIT/DEBIT CARD FACILITY 42
22 SALES PERSON OF THE STORE 43
23 OVERALL SATISFACTION LEVEL OF THE STORE 44
24 CHI SQUARE TEST-1 45
25 CHI SQUARE TEST-2 47
LIST OF CHARTS
7
CHART.NO PARTICULAR PAGENO
1 GENDER OF RESPONDENTS 22
2 AGE GROUP OF RESPONDENTS 23
3 PROFESSION OF RESPONDENTS 24
4 INCOME LEVEL OF RESPONDENTS 25
5 VISITING OF RETAIL OUTLET 26
6 PURCHASING OF PRODUCT 27
7 FACTOR INDUCES TO PURCHASE 28
8 QUALITY OF PRODUCT 29
9 PRICING POLICY 30
10 AVAILABILITY OF PRODUCT 31
11 SATISFACTION LEVEL OF KANNAN PRODUCT 32
12 PACKING OF KANNAN PRODUCT 33
13 PROMOTIONAL OFFERS 34
14 SATISFACTION LEVEL OF STORES OFFERS 35
15 ADVERTISEMENTS OF THE STORE 36
16 INFORATION METHOD OF SPECIAL OFFERS 37
17 SATISFACTION OF SERVICE OFFERED BY THE STORE 38
18 DISTRIBUTION CHANNEL OF KANNAN STORE 39
19 DOOL DELIVERY 40
20 USEFUL OF MEMBERSHIP CARD 41
21 CREDIT/DEBIT CARD FACILITY 42
22 SALES PERSON OF THE STORE 43
23 OVERALL SATISFACTION LEVEL OF THE STORE 44
CHAPTER- 1
INTRODUCTION
8
1.1 INTRODUCTION
The customer satisfaction is the relationship between the customer expectations and the products perceived performance. If the product matches the expectations, the customer is satisfied. If its exceeds, the customer is highly satisfied. A customer, if satisfied is more likely to purchase product the next time and will say good things about the product to others.
Customer satisfaction is closely like
Quality
Price
Availability
The American society for quality control defined CS as a totality of
features and characteristics of a product or services that bear on its ability to
satisfy customer need.
The customer focused definition suggestion that company that has
achieved total quality, services should meet or exceeds customer
expectations. Quality begins with customer needs and ends with customer
satisfaction.
1.2 OBJECTIVES OF THE STUDY
9
The Project “A Study on Customer Statisfaction towards Shri Kannan
Departmental Store (P) Ltd, Coimbatore mainly involves in determinig the
statisfaction level of customer at Shri Kannan Departmental Store. The main
odjectives of this project are:
1. To identify the level of commitment of the customers towards the store.
2. To analyze the future relationship and trust of customers towards the
store.
3. To determine the different customer expectation of customers
perception about the retail sales person at the store.
4. To find out the impact of store factor on customer loyalty and
satisfaction
1.3 SCOPE OF THE STUDY
10
SHRI KANNAN DEPARTMENTAL STORE The study focus on customer satisfaction towards the provided by Shri
Kannan departmental store. It includes the range of services offered, Quality
of the services provided. Customer relations, Facilities at the Office Charges
levied for the services, Expectations about other services.
It focuses in understanding the salient behavior patterns, and beliefs
and opinions of the customers. It helps in understanding the changes in the
attitude of the customers, towards the services offered, their expectations
about the services.
1.4 LIMITATIONS OF THE STUDY
11
The researcher has a number of limitations that must be acknowledged.
The result of the study can be applied only with respect to Shri Kannan
departmental store, Coimbatore
The Researcher collected data using questionnaire and therefore the
study is limited.
Care had been taken at every stage from the questionnaire, choosing
the sample etc., to avoid any bias. But there are chances that some
bias would have crept in unknowingly.
Structured questionnaire are the base for collecting the data, it may
have disadvantages of not being to probe deep into the respondents
thoughts.
The sample when compared to the population was too small. Therefore
the results could not be generalized to larger population.
Sample Definition
Time Duration
1.5 CHAPTERIZATION OF THE STUDY:
12
CHAPTER1: Deals with introduction, statement of the problem,
objectives of the study, limitation of the study,
chapterization of the study
CHAPTER2: Deals with review of literature, company profile in detail
and along with product profile
CHAPTER3: Deals with research design, data collection details, tools
of the study and period of the study.
CHAPTER4: Deals with analysis of the data.
CHAPTER5: Deals with findings, suggestions and conclusion of the
study.
CHAPTER-2CONCEPT AND REVIEW
13
2.1 CONCEPT OF THE STUDYMARKETING
Marketing is a social and managerial process by which individuals and
groups obtain what they need want through creating and exchanging products
and value with others.
NEEDS, WANTS & DEMANDSThe new concepts in marketing emphasizes the need for giving the
consumer what he wants. Needs are a state of felt deprivation; wants are from
taken by human needs as they are shaped by culture and individual
personality. Demands are human wants that are backed by buying power.
Thus identification of what a consumer needs or wants and determining
the demand has changed the face of marketing. Impotence has shifted from
the producer or the manufacture to the consumer. The right of consumer has
been established and consumers are getting more and more aware of their
rights.
Customer satisfaction is the key to present day marketing. Customer
satisfaction depend on a products perceived performance is delivering value
relative to buyers expectations. If the products performance falls short of
customers expectations the buyers is dissatisfied. If performance matches or
exceeds, expectations, the buyer is satisfied or delighted.
Now a day the mantra developed by marketing experts emphasizes on
total quality management. Total quality management [TQM] programs,
designed to constantly improve the quality of their products. Services and
marketing process. Quality has direct impact on product performance and
hence on customer satisfaction.
MARKETING RESEARCH
14
As the impends has been on consumer satisfaction the need for
marketing research arises. American Marketing Association (AMA) defines
market research as a systematic gathering, recording and analyzing of data
problems relating the marketing of goods and services.
The marketing research process has four steps
Defining the problem and research objectives.
Developing the research plan for collecting information.
Implementing the research plan, collecting and analyzing the data.
Interpreting and reporting the findings.
CONSUMER BEHAVIORThe person who makes a product purchases is not always the user, or
the only user of the product. Nor is the purchaser necessarily the person who
makes the product decision. Marketers must decide at whom to direct their
promotional efforts; the buyer or user. For some products they must identify
the person who is most likely to influence the decision. Some marketers
believe that buyers is the best prospect, others believe that it is the user and
still some others play it safe by directing their promotional effort to both buyer
and user.
ROLE OF CONSUMER RESEARCHConsumer research is the methodology used to study consumer
behavior. Given the fact that there are two major theoretical perspectives
concerning the study of consumer behavior, it is not surprising to find that
there is a divergence in theoretical and to some extent in research
methodology between the positivist approach and the interpretive approach.
Broadly speaking, positivists tend to be objective and empirical to seek
causes for behavior, and to conduct research studies which can be
generalized to larger populations. The early consumer researchers, with their
strategic management perspective, were largely positivist in their approach
15
The research done by interpretive on the other hand, tends to qualitative and
based on small samples. Although they tend to view each consumption
situation as unique and anon replicable, interpretive seek to find common
patterns of operative values, meaning and behavior across consumption
situations.
ADVERTISING RESEARCHThe advertising research is an application of marketing research
aimed at the measurement of advertising effectiveness and ameliorates
advertising efficiency.
PRODUCT APPEAL RESEARCHThe attitude of consumers to whom the ad is measured. The
consumer might have favorable or unfavorable attitude towards competitors
brand in comparison with our brand of a particular product. The attitudes can
be measured to certain degrees of accuracy and they are the predictors of
behavior of the individuals. On the basis of these data of measurement of
attitudes both towards our brand and towards competitors brand of particular
product, we can conclude what attitudinal changes are required to brought
about in order to convert the unfavorable attitude into favorable attitude
toward our brand.
16
2.2 REVIEW OF THE LITERATUREMs. Oksana Mont
Mr. Andrius Plepys
International Institute for Industrial Environmental Economics, Lund
Assessment of available choices that canfulfil the realized need
by evaluating benefits they may deliver and reduction of the number of
options to the one (or several) preferred.
Purchase:
Acquirement of the chosen option of product or service.
Consumption:
Utilization of the procured option.
Post-purchase alternative re-evaluation:
Assessment of whether or not and to what degree the
consumption of the alternative produced satisfaction.
Divestment:Disposal of the unconsumed product or its remnants. Besides
the information processing perspective, marketing analyses
consumerbehaviour by employing a psychologically grounded concept
of attitudes (Balderjahn1988; Ronis, Yates et al. 1989; Luzar and
Cosse 1998). It is consumer attitudes thatare usually named as the
major factor in shaping consumer behaviour and a wealth of studies is
available on the topic of how attitudes can predict behaviour.
DIFFERENT LEVELS OF COMPLEXITYWhen evaluating satisfaction with a product, customers initially assess
tangible features of the product. In the service context, the features, though
observable, are considerably less tangible and are thus more difficult to
assess. A product service system comprises four components (products,
services, infrastructures, and networks, rendering the evaluation process of
consumer satisfaction even more complex. Here the part of the system, with
which customer comes into direct contact, is larger than in the case of a pure
product or service, which has implications for customer evaluation process. In
19
the case of PSS or eco-services, customers are exposed to both dimensions:
product and service.
In addition, due to closer relations with the service provider customers
can even become exposed to infrastructure and networks that support PSS
delivery. Therefore, in the PSS context, an evaluation of all four PSS
components becomes relevant:
Product evaluation is conducted by assessment of products or
technologies.
Person-based or other types of services (technical, information and
knowledge
services) that are included into PSS may be evaluated.
Infrastructure can be evaluated when the customer comes into contact
with
enabling supporting technology, or by evaluation of ambient conditions,
spatial
layout or by evaluating signs and artifacts’ of the PSS.
Networks, usually are not exposed to the eyes of the customer, but in
some
cases may be evaluated when they come into contact with the customers.
Product Products
Technologies
Service Person-based services
Technical,
Knowledge,
Information
Services
20
Infrastructure Support
Technology
Ambient conditions
Spatial layout
Signs, artifacts
Networks Partners and suppliers of service provider
The Complete Customer Satisfaction Experience-An Introduction to the Domains of Customer SatisfactionBy Bart Allen Berry
Most don’t understand the variety of forces that act upon a customer to
influence their ultimate satisfaction with a particular product or service. The
ten domains ofsatisfaction1 are the statistical predictors of satisfaction in any
customer-supplier relationship and are all present to some degree in each
customer experience. Rather than go into too much detail about the research
etc. let’s illustrate with simple example: someone going to the bank to make a
deposit. What is the first thing our
bank customer has to think about?
Is the bank open? This falls into one of the ten domains called ‘Ease of
Access’.Ease of access issues are those blocks or inconveniences that stand
between the customer and getting what they want that either have to be
overcome or compensated for by the customer. Things like hours open,
finding a parking place, remote location, or a phone system that doesn’t allow
you to get to the person you need to talk to. Smart companies remove all the
barriers to accessing their products and services. Out bank customer has to
plan his day carefully to get to the bank after work before hey
close, or maybe now on Saturday morning (although his deposit won’t be
credited until Tuesday anyway) and plan schedule carefully if he wants the
21
money in his account when he needs it to be there. (Someone should talk to
the Federal Reserve about 24/7 check clearing, I mean why the hell not?)
So our depositor gets to the bank and goes in, two additional
satisfaction factors hit himright away. ‘Environment’- which describes the
physical location. It looks clean, organized, safe and generally presents a
professional image. Environment also refers to the psychological environment
created by the supplier (more about that later).The second thing the customer
sees unfortunately is the line he has to wait in this particular Friday
afternoon. ‘Timeliness’ – is another of the domains of satisfaction and
encompasses a variety of factors such as wait time, on time, all the time
required etc.. Our boy is looking at about ten minutes because there are 10
windows but only two tellers working.
Finally, he gets up to the teller and is greeted cordially by a well
dressed and professional looking teller. ‘Self-Management’ is the satisfaction
domain that covers all of the front line service behaviors such as first
impression, courtesy, attentiveness and attitude. The teller is pretty nice, and
even calls him by his last name. “Mr. Jones, I’ll need to see two forms of ID
and you’ll need to swipe your ATM card in the terminal and put in your
password to verify your identification. Even though our boy has been waited
on by this teller for the past five years, he complies with the validation
process. ‘Commitment to the Customer’ is a little more abstract of a concept,
and encompasses the commitment to a customer relationship. You might call
it the romance in the relationship- how are you going to demonstrate to me
that I’m the most important customer? Are you honest with me? Do you have
a long-term commitment to our relationship? Do you let me know up front if
things aren’t going to turn out well? Do you take responsibility when things go
wrong?
Our bank customer thought he had a relationship with his bank, but the
teller had to even call her supervisor over to see of they would take his
deposit because the amount was over some arbitrary number.The teller then
got all friendly again once the deposit had been approved and executed the
transaction accurately without a mistake. ‘Quality’ is the satisfaction factor
22
here, which in this case refers to an error-free process.This brings us to the
interesting concept of ‘importance weighting. Our bank customer has more
sensitively to certain satisfaction factors than others. In this case the Quality
of an error-free process is a lot more important than the new wallpaper in the
bank (Environment).In fact our customer has an internal weighting to all ten of
the customer satisfaction domains which is weighted differently for each
product or service in his universe.
Smart companies will try to determine this and match their
product/service delivery to these internal needs. When businesses don’t do
this they are generally unsuccessful. Finally, the teller offers Mr. Jones the
new long term CD deposit program the bank has just developed (Innovation).
Innovation means the supplier is constantly developing new and better
products and services to serve the customer’s needs. In this case Mr. Jones
is not especially impressed, and declines the offer. So in this simple scenario
we see that Mr. Jones was influenced by 7 separate satisfaction factors that
will create an overall impression of his customer satisfaction experience. If we
measured his satisfaction with each on a 1 (lowest) to 10 (highest) scale for
each of these factors it might look something like this:
Ease of Access 6
Environment 8
Timeliness 4
Self Management 8
Commitment 6
Quality 9
Innovation 5
Total 46
Now if we divide by the number of factors in the experience (7) we come up
with an
overall satisfaction score of 6.57.Now let’s pull in a little bit of information
called the customer satisfaction behavior curve. I’m going to present a very
simplified version of this. So here’s what this means in a nutshell. Customer
satisfaction behavior falls into three distinct zones- The Zone of
Dissatisfaction (4.1 or lower- the red zone)where customer actually take
23
negative actions to not buy again or to tell negative things to others to
influence them negatively. As overall satisfaction numbers get lower, negative
satisfaction behaviors get stronger.
The yellow zone is the Zone of Customer Indifference. In this zone
customers are not loyal and are vulnerable to more satisfying supplier. The
Zone of satisfaction is where customers actually begin to return to buy again
out of preference and loyalty which increases with higher and higher return
and recommend behavior until the supplier reaches World Class Status or
and even stronger reputation. In our bank deposit example, a number of factor
contributed to the overall satisfaction rating given by Mr. Jones. At 6.57 Mr.
Jones is certainly not a loyal customer. Probably this is the closest bank to his
house or maybe the only one in town. The fact is, it wouldn’t take much for
another bank to do a better job and steal Mr. Jones’ business. It is important
to see however, that any competitor must score at least a 7.9 or higher to
effectively compete. Being a little higher but still in the zone of indifference
won’t cut it.Mediocre is mediocre.
This concept of the Overall Satisfaction Experience, the ten domains of
satisfaction (with50 sub characteristics) are described in great detail with
accompanying metrics, and matrixes, audits and examples in “What
Customers Want!” by Bart Allen Berry.
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2.3 COMPANY PROFILEShri Kannan Departmental Store (p) ltd is the one of the leading
departmental store network in TamilNadu. All the needs and expectations of
the customers during shopping are fulfilled with great attention. They have a
well trained, experienced and motivated staff to serve their valuable
customers with great attention and enthusiasm. Shri Kannan Departmental
Store, one of the biggest and largest selling departmental stores in Erode was
formed by Mr. D. Navaneetha Krishnan.
The store was started in 1989 with 5 employees working in it. The
departmental store has everything under one roof. Almost all the products
such as cosmetics, grocery, fancy and gift items, snacks and bakes, home
appliances, medicines baby care products, fruits and vegetables, etc are
available under one roof.
`It does not matter how much the customer purchase. The store supply all
kind of maligai (groceries), food items, masala (spices) and all varieties of rice
for customers family functions and occasions whether it is a small one or big.
They also provide catering services to their functions with variety of south
Indian, North Indian and Chinese food items. They are having their own
bakery and food production unit with highly sophisticated and hygienic
equipments with fully experienced staff under strict supervision in a pollution
free environment.
Their products are branded as Shri Kannan and distributed to other vendors
also. Initially, many hurdles were faced as the people had an opinion that the
products available in the store would be expensive. But the products sold in
the store are priced reasonably and affordable by all class of people. The
store currently has750 employees working in it. Customer satisfaction and
reasonable pricing are the key areas where the store has more strength.
The store has its head office at Erode. They had in total 40 branches all over
TamilNadu. The store has major branches in the area of Tirupur, Pollachi,
25
Karur,Coimbatore and Salem. The firm has grown and expanded recent times
and it has opened 5 branches at Erode alone. Thus, Kannan departmental
stores have proved to maintain its standard, quality and have over thousands
of satisfied customers. The store celebrates customer day in the months of
December and January to delight its customers.
Customer can purchase everything for their need of their choice for home or
office. Brands of all renowned companies’, latest products, stationeries,
utensils, gifts & novelty items are available. They have their own door delivery
network
2.4 PRODUCT PROFILEDIVISIONS IN SHRI KANNAN DEPARTMENTAL STORE Grocery products.
Oil & rice.
Chocolate & sweets.
Cosmetics.
Medicines.
Fruits
26
CHAPTER-3RESEARCH METHODOLOGY
3.1 RESEARCH DESIGN It is design of the study connected with the techniques for collection of
the data and analysis of the data in a manner that aims to have relevance to
research purpose.
Type of research:Descriptive research design:- The research design includes survey and fault finding enquiries of
different kinds, it deals with the state of affairs and is an expert factor
research. The research does not have any influence on the data being
collected.
3.2 SAMPLING DETAILSThe Survey details has been completed by using of the Questionnaire
and the direct contact of the customers. The Survey details only in the
Coimbatore region only. It does not consists of any criteria.
3.3 DATA COLLECTION DETAILS Population size : Infinity.
Sample size : 150.
Sample unit : Coimbatore city.
3.4 DATA COLLECTION METHODData collection through the questionnaire is quite popular. The study
has been conducted with 150 customers of Shri Kannan Departmental Store
to find the effectiveness of questionnaire, then the questionnaire has been
serviced it is well designed & structured in order to enable collection of data
required.
27
Data source: For this study the source of data selected was primary data. Primary
data are that which is collected fresh i.e. for the first time, and those happen
to be original in nature. The researcher has collected the data from the
respondent through personal contact using the questionnaire. Secondary
data regarding company, and product profiles, and customer list for sampling
was collected from company records.
3.5 TOOLS OF THE STUDY‘’ Questionnaire’ is the tool used for data collection the questionnaire
is designed by keeping the objectives in mind. For this study various types of
questions were framed as direct questions, they are just what their name
indicates. They explicitly ask for the information required. E.g. name closed
ended here both the questions as well as answers are structured.
Respondents are forced to select one or more than one options for that
particular question. E.g. Age group – choice, occupation- choice and multiple-
choice questions are the questions with more than two possible answers.
3.6 TOOLS USED FOR ANALYSIS OF DATA1. Simple percentage analysis
2.Chi-Square Test
Simple percentage analysis:Percentage refers to a special kind of ratio percentages are used to
describe relationship.
Percentage = no. of customers x100
Total No. Of customers
28
CHAPTER-4DATA ANALYSIS AND INTERPRETION
4.1 ANALYSIS OF DATAAnalysis is the process of placing the data in an ordered form,
combining them with the existing information and extracting the meaning from
them. In other words, analysis is an answer to the question ‘’what message is
conveyed by each group of data’’ which are otherwise raw facts and are unable to
give a meaningful information. The raw data become information only when they
are analyzed and put in a meaningful form.
INTERPRETATIONInterpretation is the process of relating various bits of information to
other existing information. Interpretation attempts to answer, ‘’ what relationship
exists between the findings to the research objectives and hypothesis framed for
the study in the beginning.’
29
TABLE NO: 1
GENDER OF RESPONDENTS
Attributes Number of respondent
s
Percentage
Male 48 32.00Female 102 68.00Total 150 100
Source: Primary Source
CHART NO: 1
GENDER OF RESPONDENTS
Male Female0.00
10.0020.0030.0040.0050.0060.0070.0080.00
32.00
68.00
GENDER
catogery
Per
cent
age
GENDER OF RESPONDENTS
Inference:
From the above chart, it infers that females are more in number come for shopping in the store. Male’s gives only 32% it intimates that males attitude are not towards the shopping.
30
TABLE NO:2
AGE GROUPS OF RESPONDENTS
Attributes no.of Res Percentage
15-25 23 15.33333
26-30 70 46.66667
31-35 20 13.33333
35-40 16 10.66667
40&above 21 14
Total 150
Source: Primary Source
CHART NO 2
AGE GROUPS OF RESPONDENTS
15-25 26-30 31-35 36-40 41 and Above
0
10
20
30
40
50
1 2 3 4 51 2 3 4 5
15.3333333333333
46.6666666666664
13.3333 10.6666666666667 14
AGE
Pe
rce
nta
ge
Inference:
From the above chart we came to know that more no .of respondents who come for shopping belongings to the age group of 15-25.
31
TABLE NO 3
PROFESSION OF RESPONDENTS
Attributes
Number of respondents Percentage
SSLC 20 13.33HSC 10 6.67UG 70 46.67PG 40 26.67
Others 10 6.67Total 150 100.00
Source : Primary Data
CHART NO 3
PROFESSION OF RESPONDENTS
SSLC HSC UG PG Others0.00
10.00
20.00
30.00
40.00
50.00
13.33
6.67
46.67
26.67
6.67
QUALIFICATION
Per
cent
age
Inference:
From the above chart, it depicts that the customer come to shopping in the store is from maximum of under graduate qualification 47% rather than the other qualification.
The above chart it depicts that there are 36% of the people are satisfied with the quality of the product in the retail out let.
37
TABLE NO 9
PRICING POLICY
Attributes Number of respondents Percentage
Very good 33 22.00Good 50 33.33Netural 45 30.00Bad 15 10.00Very Bad 7 4.67Total 150 100.00
Source: Primary Source
CHART NO 9
PRICING POLICY
Very good Good Netural Bad Very Bad0.00
10.00
20.00
30.00
40.00
22.00
33.3330.00
10.00
4.67
PRICING POLICY IN THE STORE
Per
cen
tag
e
Inference
The above chart it infers that 33% of the people says that the pricing policy of the retail outlet is good while the 4% of people says that it is very bad.
38
TABLE NO 10
AVAILABILITY OF THE PRODUCT
Attributes Number of respondents PercentageVery good 51 34.00Good 50 33.33Netural 32 21.33Bad 12 8.00Very Bad 5 3.33Total 150 100.00
Source : Primary Source
CHART NO 10
AVAILABILITY OF THE PRODUCT
Very good Good Netural Bad Very Bad0.00
10.00
20.00
30.00
40.0034.00 33.33
21.33
8.00
3.33
AVAILABILITY OF PRODUCTIN THE STORE
Per
cen
tag
e
Inference
The above charts it depicts that the 34% of the people says that the availability of the product in the store is very good while the 3% of people says it is very bad.
The above charts it infers that 46% of the people are neutrally satisfied with stores offers while comparatively higher than the extremely satisfied with the stores offers.
TABLE NO 15
43
ADVERTISEMENT OF THE STORE
Attributes Number of respondents PercentageVery good 29 19.33Good 57 38.00Netural 42 28.00Bad 14 9.33Very Bad 8 5.33Total 150 100.00
Source: Primary Source
CHART NO 15
ADVERTISEMENT OF THE STORE
Very good Good Netural Bad Very Bad0.00
10.00
20.00
30.00
40.00
19.33
38.00
28.00
9.335.33
ADVERTISEMENT OF THE KANNAN STORE
Per
cent
age
Inference
The above chart it depicts that the 38% of the people are saying that the advertisement of the kannan department is good and it is higher than the people who saying that it is very good.
From the above chart it infers that 46% of the people are saying that the distributional channel of the retail out let is good.
TABLE NO 19
47
DOOR DELIVERY OF THE KANNAN STORE
Attributes Number of respondents Percentage
Very good 23 15.33Good 69 46.00Netural 40 26.67Bad 14 9.33Very Bad 4 2.67Total 150 100.00
Source : Primary source
CHART NO 19
DOOR DELIVERY OF THE KANNAN STORE
Very good Good Netural Bad Very Bad0.00
10.00
20.00
30.00
40.00
50.00
15.33
46.00
26.67
9.33
2.67
Door Delivery of Kannan Store
Per
cen
tag
e
Inference
The above chart it depicts that the 46% of the people are saying that the door delivery of the kannan retail outlet is good while comparitatively higher than the 15% people are saying very good.
TABLE NO 20
48
USEFUL OF MEMBERSHIP CARD
Attributes Number of respondents
Percentage
Yes 101 67.33No 49 32.67Total 150 100
Sourrce: Primary Source
CHART NO 20
USEFUL OF MEMBERSHIP CARD
Yes No0.00
10.0020.0030.0040.0050.0060.0070.0080.00
67.33
32.67
MEMBERSHIP CARD PROVIDED BY THE KANNAN STORE
Perc
enta
ge
Inference
The above chart it depicts that the 67% of the people are satisfied with the membership card provided by the kannan store.