project report

A STUDY ON THE LEVEL OF CUSTOMER SATISFACTION IN SEKAR-EMPORIUM

PROJECT REPORT

Submitted to the

UNIVERSITY OF MADRAS

In partial fulfillment of the requirement for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

BY

MITALI.K.KATARIA

REG NO: 05/E401028

Under the guidance of

TMT. R.BHUVANESWARI, M.Com, M.Phil

DEPARTMENT OF BUSINESS ADMINISTRATION

ETHIRAJ COLLEGE FOR WOMEN

CHENNAI-600008

2007-2008

DECLARATION

I hereby declare that this project entitled “ A STUDY ON THE

LEVEL OF CUSTOMER SATISFACTION IN SEKAR-EMPORIUM”

has been prepared by me during the year 2007-2008 under the guidance of

TMT. R.BHUVANESWARI, M.com, M.Phil.

I also hereby declare that this project report has not been

submitted at any time to any other university or institute for the award of any

degree/diploma.

REG.NO: 05/E401028

PLACE: CHENNAI

DATE:

Signature of student

Ethiraj College for Women

Ethiraj Salai,

Chennai - 600008

Phone: 28279187 / 28271166

Fax: 044 – 028282014

E-mail: [email protected].

BONAFIDE CERTIFICATE

This is to certify that MISS. MITALI.K.KATARIA

(Reg no: 05/E401028) the student of final year Bachelors of Business

Administration has prepared a project titled “ A STUDY ON THE LEVEL

OF CUSTOMER SATISFACTION IN SEKAR-EMPORIUM” as a

partial fulfillment of B.B.A degree for the academic year 2007-2008.

Signature of External Examiner Signature of H.O.D

ACKNOWLEDGEMENT

I praise and thank the lord who has been an unfailing source of

strength, comfort and inspiration.

At the outset, I wish to acknowledge my sincere gratitude to Dr.

TMT. M.THAVAMANI, M.com, M.Phil., Ph.D., principal for her

encouragement and valuable support.

I thank TMT. P.S.BUVANESWARI, M.COM, M.PHIL, M.B.A,

Head of the department for her guidance and valuable support. I humbly submit

my profuse felicitations to my guide TMT. R.BHUVANESWARI, M.COM,

M.PHIL, for counseling in the preparation of this report.

I also thank MISS. M.VANISHREE, M.S.C, M.B.A, and TMT.

RAJALAKSHMI KANNAN, M.COM, M.PHIL, TMT. M.PADMAJA,

M.COM, M.PHIL., GRAD.C.W.A for their continuous support and

encouragement.

My special thanks to MR. SIVAKUMAR, manager of Sekar-

Emporium who has given me an opportunity to do the project in their

organization.

Reg no. 05/E401028 MITALI.K.KATARIA

CONTENTS

CHAPTER

NO

TITLE PAGE

NO.

I. INTRODUCTION

I.1 Introduction to the study

I.2 Industry profile

I.3 Company profile

I.4 Need for the study

I.5 Objectives of the study

I.6 Scope of the study

I.7 Limitations of the study

1

2

7

14

14

15

15

II. CONCEPTUAL REVIEW 16

III. RESEARCH METHODOLOGY 27

IV. DATA ANALYSIS AND INTERPRETATION 35

V. SUMMARY AND CONCLUSION 80

BIBLIOGRAPHY

ANNEXURES

LIST OF TABLES

TABLE

NO.TITLE

PAGE NO.

4.1 Table showing the respondents’ period of commitment to the store.

35

4.2 Table showing whether the store hours are convenient.

38

4.3 Table showing the frequency of the respondents in visiting the store.

40

4.4 Table showing the respondents level of satisfaction with regard to availability of product.

42

4.5 Table showing the opinion of the respondents on the price of the products in Sekar-Emporium.

44

4.6 Table showing respondents’ opinion about the quality of products at the store. 46

TABLE

NO.TITLE

PAGE NO.

4.7 Table showing respondents opinion about employees attention to the customers.

4.8 Table showing the respondents opinion on handling of customer complaints by the store.

50

4.9 Table showing respondents’ assessment of communication with employees of Sekar-Emporium.

52

4.10 Table showing the respondents whether the store shows sincere interest in solving customer’s problem.

54

4.11 Table showing respondent’s opinion about the store layout.

56

4.12 Table showing respondent’s opinion about the store décor and store atmosphere of the store.

58

TABLE

NO.TITLE

PAGE NO.

4.13 Table showing the respondents opinion on the display of goods at Sekar-Emporium.

60

4.14 Table showing the respondents satisfaction with Sekar-Emporium based on their last visit.

62

4.15 Table showing the respondents opinion about repurchase of products from the store.

64

4.16 Table showing incentives provided by Sekar-Emporium to respondents.

66

4.17 Table showing whether the store provides free door delivery service

68

4.18 Table showing after-sale service provided by the store.

70

4.19 Table showing the most popular multi-product store among the respondents.

72

4.20 Table showing the factors which influence the 74

TABLE

NO.TITLE

PAGE NO.

purchase of products from the store.

LIST OF CHARTS

TABLE

NO.TITLE

PAGE NO.

4.1 Chart showing the respondents’ period of commitment to the store.

37

4.2 Chart showing whether the store hours are convenient.

39

4.3 Chart showing the frequency of the respondents in visiting the store.

41

4.4 Chart showing the respondents level of satisfaction with regard to availability of product.

43

TABLE

NO.TITLE

PAGE NO.

4.5 Chart showing the opinion of the respondents on the price of the products in Sekar-Emporium.

45

4.6

4.7

Chart showing respondents’ opinion about the quality of products at the store.

Chart showing respondents’ opinion about employee’s attention to the customers.

47

4.8 Chart showing the respondents opinion on handling of customer complaints by the store.

51

4.9 Chart showing respondents’ assessment of communication with employees of Sekar-Emporium.

53

4.10 Chart showing the respondents whether the store shows sincere interest in solving customer’s problem.

55

4.11 Chart showing respondent’s opinion about the 57

TABLE

NO.TITLE

PAGE NO.

store layout.

4.12 Chart showing respondent’s opinion about the store décor and store atmosphere of the store.

59

4.13 Chart showing the respondents opinion on the display of goods at Sekar-Emporium.

61

4.14 Chart showing respondents satisfaction with Sekar-Emporium based on their last visit.

63

4.15 Chart showing respondent’s opinion about repurchase of product from the store.

65

4.16 Chart showing incentives provided by Sekar-Emporium to respondents.

67

4.17 Chart showing whether the store provides free door delivery service

69

4.18 Chart showing after-sale service provided by the store.

71

TABLE

NO.TITLE

PAGE NO.

4.19 Chart showing the most popular multi-product store among the respondents.

73

4.20 Chart showing the factors which influence the purchase of products from the store.

75

CHAPTER- I

INTRODUCTION

1. INTRODUCTION TO THE STUDY

Customer satisfaction is one of the important elements

which require more attention for promotion of product, only when the

customers are satisfied there is repurchase behaviour from their side. In

order to boost up the sales it becomes necessary for the firms to identify the

satisfaction level for their products.

In competitive Market place, where business competes for

customers, customer satisfaction is seen as key differentiator and

increasingly has become a key element of business strategy.

Modern Marketing begins with the consumers and ends with

ends with the consumers. Creation of satisfied customers is the main goal of

Modern Marketing.

1.1 INDUSTRY PROFILE

Retail is India’s largest industry, accounting for over

10% of country’s GDP and around 8% of the employment. Retail industry

in India is at the crossroads. It has emerged as one of the most dynamic and

fast paced industries with several players entering the market. The Indian

Retail Industry is gradually inching its way towards its way becoming the

next boom industry. The future of the Indian Retail Industry looks promising

with the growing of the market, with the government policies are becoming

more favorable the and emerging technologies facilitating operations. But all

of them have not tasted success because of the heavy initial investment that

is required to break even with other companies and compete with them. In

India the vast middle class and its almost untapped RETAIL Industry are the

key attractive force for global retail giants wanting to enter into newer

markets, which in turn help the Indian Retail Industry to grow faster. A large

working group with medium age of 24 years, nuclear families in urban areas,

along with increasing working women population and emerging

opportunities in the services sector are going to be the key factors in the

growth of the organised Retail sector in India.

KEY FACTORS

1. Retail is India’s largest industry, accounting for over 10%

of country’s GDP and around 8% of the employment.

2. The market size of Indian Retail Industry is about US $312

billion.

3. Organized retailing comprises only 2.8% of the total

retailing market and is estimated at around US $8.7 billion.

4. The organised retail sector is expected to grow to US $70

billion by 2010.

The first challenge facing the organized retail Sector in India

is: Competition from the unorganized sector. Traditional retailing has

established in India for some centuries. it is a low cost structure, mostly

owner-operated, has negligible real estate and labour costs and little to

pay. Consumer familiarity that runs from generation to generation is one

big advantage for traditional retailing sector.

In contrast, players in the organized sector have big expenses

to meet, and yet have to keep prices low enough to be able to compete

with traditional sector. Organized retailing also has to cope with the

middle class psychology that the bigger and brighter a sales outlet, the

more expensive it will be.

India’s first true shopping mall – complete with food courts ,

recreation facilities and large car parking space – was inaugurated as lately

as in 1999 in Mumbai(this mall is called “Crossroads”)

Local companies and local foreign joint ventures are expected

to more advantageously position than foreign ones in the fledging

organised India’s retailing industry.

An FDI (Foreign Direct Investment) Confidence Index Survey

done by AT Keamey, retail industry is one of the most attractive for FDI

in India and foreign retail claims would make an impact.

The Retail Industries are divided into two – the organised

sector. And a unorganized sector. Organised sector refers to trading

activities undertaken by licensed, that is, those who are registered for sales

tax, Income tax etc. Unorganised sector refers to traditional formats of

two-cost retailing, for example local kirana shops, owner manned general

shops, paan\beedi shops, convenience stores, pavement vendors.

The Retail Industries in India is of late of ten being hailed as one

of the sunrise sectors in economy. AT Kearney, the well-known

international management consultancy, recently identified India as “2nd

most attractive retail destination” globally from among 30 emergent

markets. It has made India the cause of good deal of excitement and the

cynosure of many foreign eyes. With a contribution of 14% of National

GDP and employing 7% of total workfare (only agriculture employs more)

in country, the retail industry is definitely one of the pillars of Indian

economy.

Opportunities in Indian Organised Retail Sector

The opportunities in Indian organised Retail Sector are

many for this sector is witnessing a boom.

The Retail Industries in India amounted to US $200

billion in 2006, and out of this amount the Indian Organised retail sector

amounted to US $6.4 billion. The opportunities in Indian organised Retail

Sector can be judged from the fact that by 2010 it is expected to raise US

$23 billion.

The various opportunities in Indian organised Retail Sector

are mainly there for the Indian consumers behaviour pattern has changed.

Now the Indian consumer gets more hefty pay-packages, is younger, a

large number of women are working, western influences, and more

disposable income have opened a lot of opportunities in Indian organised

Retail Sector. The Indian consumers wants to shop, eat and get

entertainment in one place and is have also organised Retail Sector an

opportunity to grow.

The Indian Government in 2005 allowed Foreign Direct

Investment (FDI) in single brand retail to 51%. This has opened up a lot of

opportunities in Indian organised retail sector. In fact 325 departmental

stores, 300 new malls, and 1500 supermarkets are being built which shows

the tremendous opportunities in the organised retail sector.

The opportunities in Indian organised retail sector are

varied and it must be fully exploited by the Indian retailers.

1.2 COMPANY PROFILE

Sekar Emporium –Adding Colours to Chennai since 1952.

It is a traditional clothing store and a usual family

destination. Some of the many commonly used terms used by the citizens of

Chennai to portray their favorite fashion shop: Sekar Emporium. It is a

fashion store that has been adding colours to the lives of Chennai, since

1952. In fact, festivities and celebrations for most of the city dwellers begin

only after a customary visit to Sekar-Emporium.

Ever since their inception, the name "Sekar Emporium"

has been registered in the minds of the Chennai-ites. They deal in all the

reputed mill items, which cater to the needs of all segments of people. It is a

Partnership Firm started in the year 1952 initially to satisfy and cater to the

needs of the clothing requirements of the middle and upper middle-income

group. As time passed on they have slowly established themselves as a

quality shop, which fulfills the clothing requirements of all segments of

people. The main line of business is sale of textiles namely suiting, shirting,

silk & cotton sarees and ready-made garments for gents, ladies and children.

The firm also deals in retail sale of cosmetics, men & women accessories,

various fancy items & toys and thus operates as One-Stop Store for a family.

They enjoy monopoly status in their area, as there is no shop of their size,

which has the complete range. Sekar Emporium.

They are well known and widely popular among the

people of chennai for offering best quality clothing from reputed mills and

brands that reflects, the latest atyles and sets newer trends.

To be more precise the secret of their success is due to:

The thorough and extensive knowledge of the trade we have

gains & acquired over five decades.

the adaptive ness to trends and ability to keep themselves

abreast of the changes in fashions and designs that take

place quite frequently

Sound business acumen and quality

Reasonable price coupled with quality.

Their motto "Service with smile"

Strong clientele base and who are attached to Sekar

Emporium family through generations

They have also been enjoying the patronage of loyal

customers - both individuals and institutions

APPARELS AVAILABLE

Sarees

The beauty of a woman is revealed in the saree she wears. It is

the true reflection of the essence of a woman. Their master craftsmen at

Kancheepuram weave sarees that are exquisite and one of a kind. Their

silk sarees are handcrafted to perfection. Their cotton saree collection is

the way to cool off this summer. And we house the most comprehensive

collection of cotton sarees ranging from Orissa to Bengal, from Kota to

Ahmedabad, from Chirala to Coimbatore and many more.

Salwars

Chic salwars that customers can wear for any occasion. Casual

and comfortable ones ideal for time out with friends. Embroided, mirror

worked etc. Such is the vast collection that they house. their special

collections include styles from the North as well as keeping in tune with

the trends and styles of today.

Kurtis

A perfect wear for an evening out or for a casual dinner.

Customers can also wear it to work. Made with different materials like

Cotton and linen, customers always are comfortable.

Denim-wear

For today's generation, they have different styles, cuts and shades

of denim.

Casual Wear

Stylish yet economical, the collection represents the trends of

today.

Dress materials

Colourful dress materials, matching blouse materials, dupattas

and any material customers may need is available at our dress material

section.

Dressing up Gentlemen

For gentlemen of finer taste, they have dedicated a whole floor

with the most contemporary and comprehensive collection of garments.

From shirts, trousers, suits, khakis, Capri, denim, Linen, casuals…

Formal Shirts

Shirts that would make heads turn as soon as they walk into the

office. Plains, Checks, Full-sleeves et al. There are various brands from

which the customers could choose.

Trousers

From wrinkle-free, flat-fronts, khakis and Capri, the customers will

find all the various types and brands all under one roof. Their trousers come

in all sizes and their quality ensures that they endure for a long time.

Kurtas

Parties, weddings, receptions always bring up a tricky question.

What to wear? They have solved that riddle. Their kurtas are specially

made and each kurta is a masterpiece on its own. They also have kurtas that

can be worn on casual occasions.

Denim-Wear

A wide variety of brands to choose from. Be it jeans or jackets,

you're sure to find one that interests you. In different styles, shades and cuts.

Denim wear that suits any and every style the customers are looking for.

Casual Cottons

Keeping in mind the summer, they have launched The Cotton

Sangamam. These are cotton garments that help you beat the heat.

At Sekar emporium, they make their customers feel at home.

By principle they believe that customers need not go shopping for different

things to different places. Intricate articles and accessories are not only

available but there is an exclusive section. From neckwear to belts, from

earrings to bracelets, from scarves to we house the latest fashion designs

especially for their customers. For when they leave, they needn't leave with

just clothes but also appropriate accessories to suit the clothes they've just

bought!

1.3 NEED FOR THE STUDY

Modern marketing concept or philosophy is customer

satisfaction. Only when the customers are satisfied the products or the

brand can substitute or compete in the market. Organization’s objectives

can be achieved only by serving the customer’s need. So there is a need

for the study to measure the level of customer satisfaction for Sekar-

Emporium.

1.4 OBJECTIVES OF THE STUDY

To determine the level of customer satisfaction in Sekar-Emporium.

To know the factors which influence the customers to purchase the

product from Sekar-Emporium.

To suggest measure that would improve the overall performance of

the store.

1.5 SCOPE OF THE STUDY

The study is undertaken to determine the level of

satisfaction of customers at Sekar-Emporium. The study includes analysis of

preference of customers towards the purchase of products, after-sale services

provided by Sekar-Emporium and the attitude of the salesperson. The

consumer’s needs, opinions, are gathered and analyzed and few suggestions

have been drawn.

1.6 LIMITATIONS OF THE STUDY

The respondent’s view is considered true and valid.

Time was a major constraint for the completion of this project.

The sample size was restricted to 100 samples only.

The study was restricted only to customers in the locality of

kodambakkam.

The result of the study is based on the information provided by the

respondents which may be biased.

CHAPTER – II

CONCEPTUAL REVIEW

2. CONCEPTUAL REVIEW

WHAT IS MARKETING?

In general, marketing activities are all those associated

with identifying the particular wants and needs of a target market of

customers, and then going about satisfying those customers better than the

competitors. This involves doing market research on customers, analyzing

their needs, and then making strategic decisions about product design,

pricing, promotion and distribution.

DEFINITION OF MARKETING

The American Marketing Association (AMA) states,

“Marketing is the process of planning and executing the conception,

pricing , promotion , and distribution of ideas, goods, and services to

create exchanges that satisfy individual and organizational objectives".

FACTORS OF MARKETING

Two major factors of marketing are the recruitment of

new customers (acquisition) and the retention and expansion of

relationships with existing customers (base management). Once a marketer

has converted the prospective buyer, base management marketing takes

over. The process for base management shifts the marketer to building a

relationship, nurturing the links, enhancing the benefits that sold the buyer

in the first place, and improving the product/service continuously to

protect the business from competitive encroachments.

MARKETING MIX

According to W.J.Stanton,"marketing mix is the term used to

describe the combination of the four inputs which constitute the core of a

company's marketing system: the product, the price structure, the

promotional activities, and the distribution system. The marketing mix

denotes a combination of various elements which in their totality

constitute a firm's "marketing system”. These elements are often described

as FOUR P's.

FOUR P's

PRODUCT

The product aspects of marketing deal with the specifications of

the actual goods or services, and how it relates to the end-user's needs and

wants. The scope of a product generally includes supporting elements such

as warranties, guarantees, and support.

PRICING

This refers to the process of setting a price for a product,

including discounts. The price need not be monetary - it can simply be

what is exchanged for the product or services, e.g. time, energy,

psychology or attention.

PROMOTION

This includes advertising, sales promotion, publicity, and

personal selling, and refers to the various methods of promoting the

product, brand, or company.

PLACEMENT OR DISTRIBUTION

Placement or distribution refers to how the product gets to the

customer; for example, point of sale placement or retailing. This fourth P

has also sometimes been called Place, referring to the channel by which a

product or services is sold (e.g. online vs. retail), which geographic region

or industry, to which segment (young adults, families, business people),

etc.

CONCLUSION

Marketing tends to be seen as a creative industry, which

includes advertising, distribution and selling. It is also concerned with

anticipating the customers' future needs and wants, often through market

research. Marketing requires information about people such as "what-they

like, "where they buy", and "how they spend”. Its role is to match right

products or right services with the right market or audience.

CUSTOMER

A customer refers to individuals or households that purchase

goods and services generated within the economy. The word historically

derives from "custom," meaning "habit"; a customer was someone who

frequented a particular shop, who made it a habit to purchase goods there,

and with whom the shopkeeper had to maintain a relationship to keep his

or her "custom," meaning expected purchases in the future.

There are several LEVELS OF CUSTOMER

1. Dissatisfied customer--Looking for someone else to provide

product or service.

2. Satisfied customer---Open to the next better opportunity.

3. Loyal customer--Returns despite offers by the competition.

CUSTOMER SATISFACTION

Customer satisfaction, a business term, is a measure of how

products and services supplied by a company meet or surpass customer

expectation. It is seen as a key performance indicator within the business.

Customer satisfaction is the degree to which there is a

match between the customer's expectations of the product and the actual

performance of the product. Expectations are formed based on the

information consumers receive from salespersons, friends, families ,

opinion leaders, etc, as well as past experience with the product. This is an

important measure of ability of a firm to successfully meet the needs of its

customers.

Customer satisfaction surveys are often regarded as the

most accurate barometers to predict the success of a firm. Because they

directly ask about the critical success factors of a business, if done

effectively, customer satisfaction surveys can deliver powerful

information and provide ways to gain a competitive edge.

Kotler defined satisfaction as “a person’s feelings of

pleasure or disappointment resulting from comparing a product’s

perceived performance (or outcome) in relation to his or her expectations”.

Satisfaction can be associated with feelings of acceptance, happiness,

relief, excitement, and delight. Satisfaction is a function of perceived

performance and expectation. If the performance exceeds expectation the

customer is "HIGHLY SATISFIED OR DELIGHTED”. If the

performance and the expectation are the same than the customer is

"SATISFIED”. If the expectation falls short then the customers are

"DISSATISFIED".

Those customers who are highly satisfied are much less

ready to switch over when another offer comes their way. High

satisfaction or delight creates an emotional bond with the brand, not just a

rational preference but high customer loyalty.

FACTORS THAT AFFECT CUSTOMER SATISFACTION

There are many factors that affect customer satisfaction.

According to Hokanson , these factors include friendly employees,

courteous employees, knowledgeable employees, helpful employees,

accuracy of billing, billing timeliness, competitive pricing,

service quality, good value, billing clarity and quick service.

In order to achieve customer satisfaction, organization

must be able to satisfy their customer’s needs and wants.

4 STEPS TO ENSURE CUSTOMER SATISFACTION:

1. Always create as good first impression, in person and on

phone.

2. Communicate effectively (listen and ask questions) and give

each customer your full attention.

3. Handle each transaction fast, accurately, and

professionally.

4. Thank each customer for the opportunity to serve them and

make sure they are completely satisfied.

IMPORTANCE OF CUSTOMER SATISFACTION:

1. It costs between five and six times more to attract a new

customer than to keep an existing one.

2. Companies can boost profits anywhere from 25 to 125% by

retaining merely 5% more existing customers.

3. Only one out of 25 dissatisfied customers will express

dissatisfaction.

4. Happy customers tell 4 to 5 others of their positive

experience. Dissatisfied customers tell 9 to 12 how bad it

was.

5. Two-thirds of customers do not feel valued by those serving

them.

MAIN BENIFITS OF CUSTOMER SATISFACTION:

1. Customers stay with the company longer.

2. Customers deepen their relationship with company.

3. Customers demonstrate less price sensitivity.

4. Customers recommend company's products or services to

others.

CONSEQUENCES OF CUSTOMER SATISFACTION AND

DISSATISFACTION:

The consequences of not satisfying customers can be

severe. According to Hoyer and MacInnis, dissatisfied consumers can

decide to:

• discontinue purchasing the good or service,

• complain to the company or to a third party and perhaps

return the item, or

• engage in negative word-of-mouth communication.

Customer satisfaction is important because, according to

La Barbera and Mazursky, “satisfaction influences repurchase intentions

whereas dissatisfaction has been seen as a primary reason for customer

defection or discontinuation of purchase”.

CONCLUSION

A firm's sales come from two different groups "New

customers and repeat customers". But "if you don't give your customers

some reason to stay, your competitors will give them a reason to leave".

Customer retention is thus important than customer attraction and the key

to customer retention is "CUSTOMER SATISFACTION". Therefore,

organizations should always strive to ensure that their customers are

satisfied.

CHAPTER-III

RESEARCH

METHODOLOGY

3. RESEARCH METHODOLOGY

RESEARCH

Research can be defined as scientific and systematic topic. It

is an art of scientific investigation Research means a “search for

knowledge”. It is defined as the objective and formal process of

systematically obtaining, analyzing and interpreting data for actionable

decision making.

RESEARCH METHODOLOGY

Research Methodology may be understood as a science

study how research is done scientifically. Research Methodology is a way to

systematically solve the problem.

RESEARCH DESIGN

Research Design is the arrangement of conditions for

collection and analysis of data in a manner that aims to combine relevance to

research purpose with economy in procedure.

TYPES OF RESEARCH DESIGN

(1) Descriptive research

(2) Exploratory research

DESCRIPTIVE

Descriptive includes survey and facts finding enquiries of

different kinds. The major purpose of Descriptive research is description of

state of affairs, as it exists at present. The main characteristic of this method

are that researchers has no control over the variables, he can report only

what has happened or what is happening.

EXPLORATORY

An exploratory focuses on discovery on ideas and it is

generally based on secondary data.

The Research design used for the study is descriptive.

Descriptive studies are those studies, which are concern with describing the

characteristic of a particular individual or a group. The information provided

in questionnaire describes the characteristic of the respondents in relation to

customer satisfaction at Sekar-Emporium.

DATA COLLECTION

The data source consists of both primary and secondary sources.

PRIMARY DATA

Primary Data are those which are collected for the first time.

For the purpose of the study primary data has been collected through a well-

structured questionnaire. The customers of Sekar-Emporium were selected

for generating primary data. Primary Data can be collected either through

observation, experiment or survey.

SECONDARY DATA

For the purpose of study, secondary data is collected from

books and websites. Secondary data are those which are collected and used

for some other purpose. It involves collecting data from publications, books

and magazines which are already available and analyzed by someone else.

RESEARCH INSTRUMENT

Questionnaire is used, as a tool for collecting the

information. Questionnaires are the most extensively used method for

generating data in various economic and business services. A questionnaire

was prepared very carefully so that it may be prove to be effective in

collecting relevant information. Questions were asked directly to customer

in direct undisguised form to avoid confusion and to get reliable and correct

answers.

SAMPLING PLAN

A sample plan is a definite plan determined before any data

are actually collected for obtaining a sample from a given population.

Sampling plan consists of

Sample Universe

Sample Frame

Sample Method

Sample Unit

Sample Size

SAMPLE UNIVERSE

Universe can be defined as a set of items that are of interest

in any particular situation. The sample universe of this study is the

customers of “Sekar-emporium”.

SAMPLING FRAME

It is a list consisting of sampling unit. The sampling frame of

this study is customers of “Sekar-emporium” at Chennai city.

SAMPLING METHOD

For the study, the method adopted is convenience sampling

which is non-probability sampling method. Convenient sampling consists of

the collection of information from any convenient group whose views may

be relevant to subject of enquiry. It includes purposive or deliberate

selection of particular units of the universe for constituting a sample, which

represent the universe.

SAMPLING UNIT

Each of the customers of “Sekar-Emporium” selected for the

study forms the sample unit.

SAMPLE SIZE

This refers to the number of items to be selected from the

universe to constitute a sample. The sample size for the study is 100.

DATA ANALYSIS

The data after collection has to be tabulated and analyzed in

accordance with the outline laid down at the time of developing the research

plan. There is a need for a scientific study and drawing inferences by use of

statistical tools.

STATISTICAL TOOLS USED FOR THE ANALYSIS OF

THIS STUDY

The tools used for analysis are

a. Percentage analysis

b. Weighted average

a. PERCENTAGE ANALYSIS

One of the simplest methods of analysis of data is the

percentage analysis. Percentages are used in data representation for they

simplify numbers, reducing all of them to a 0-100 range. Through the use

of percentage, the data are reduced in standard from with the base equal to

100 units, which facilitates relative comparison.

Formula used to compute percentage analysis is

Percentage of No of respondents

Respondents = X 100

Total respondents

b. WEIGHTED AVERAGE ANALYSIS

For the purpose of analysis of questions, where the

customers ranked the factors, weighted average method has been used.

Weights have been assigned to various rank and weighted average score is

calculated by multiplying the no. of responses in a cell with their relative

weight and the whole row is summed up to give the weighted score for that

factor. This study has been used to find out the factors, which influenced

the customer for the purchase of the products.

Weighted average = ∑WX = Total weighted score

∑ X Total no.of respondents

CHAPTER-IV

DATA ANALYSIS AND

INTERPRETATION

4. DATA ANALYSIS

The data after collection has to be tabulated and analyzed in

accordance with the outline laid down at the time of developing the research

plan. There is a need for a scientific study and drawing inferences by use of

statistical tools.

PERCENTAGE ANALYSIS METHOD

4.1 Table showing the respondents’ period of commitment

to the store.

INTERPRETATION

The above table shows that 10% of the respondents have been

associated with the store for less than 6 months, 15% of the respondents

have been associated for a period of 6 months-1 year, 75% of the

respondents are associated with the store for more than 1 year.

INFERENCE

Majority of the respondents are associated with the store for a

period of more than 1 year.

Duration No of respondents % of respondents

Less than 6 months 10 10

6 months-1 year 15 15

More than 1 year 75 75

Total 100 100

less than 6months 6 months-1

year more than 1year

1015

75

01020

30

40

50

60

70

80

% of respondents

Period

4.1 Chart showing the respondents’ period of commitment to the store.

less than 6 months

6 months-1 year

more than 1 year

4.2 Table showing whether the store hours are convenient

INTERPRETATION

It is clear from the above table that 90% of the respondents feel

that the store hours are convenient while 10% feel that the store hours are

not convenient.

INFERENCE

It is inferred that majority of the respondents that is 90% of

them are satisfied with the working hours of the store.

Options No of respondents % of respondents

Yes 90 90

No 10 10

Total 100 100

90

10

0

10

20

30

40

50

60

70

80

90

% o

f re

spo

nd

ents

4.2 Chart showing whether the store hours are convenient

yes no

4.3 Table showing the frequency of the respondents in visiting the

store.

INTERPRETATION

It is evident from the above table that 27% of the respondents

make infrequent visit to the store, while 73% of them visit the store

frequently.

INFERENCE

It is inferred that majority of the respondents visit the store

frequently.


Frequent 73 73

Infrequent 27 27

Total 100 100

4.3 Chart showing the frequency of the respondents in visiting the store.

frequent73%

infrequent27%

4.4 Table showing the respondents level of satisfaction with regard to

availability of products in the store.

INTERPRETATION

The above table shows the level of customer satisfaction

with regard to availability of the products. It is clear that 32% of the

respondents are extremely satisfied, 53% are satisfied, 10% of them are

dissatisfied and 5% of them are extremely dissatisfied.

INFERENCE


Extremely satisfied 32 32

Satisfied 53 53

Dissatisfied 10 10

Extremely dissatisfied 5 5

Total 100 100

Majority of respondents are satisfied with regards to the

availability of products at the store.

4.4 Chart showing the respondents level of satisfaction with regard to availability of products in the store.

32%

53%

10%

5%

extremely satisfied

satisfied

dissatisfied

extremly dissatisfied

4.5 Table showing the respondents opinion on the prices of the

products in the store.

INTERPRETATION

It is understood from the above table that 67% of the

respondents are of the opinion that the price of the product charged by store

is moderate, 8% of them say that the price is low and 25% say that the prices

charged are high.

INFERENCE

It is inferred that the most of the respondents are of the opinion

that the price of the product charged is moderate.


Low price 8 8

Moderate price 67 67

High price 25 25

Total 100 100

8

67

25

0

10

20

30

40

50

60

70

% o

f re

spon

dent

s4.5 Chart showing the respondents opinion on the

prices of the products in the store.

low price

moderate price

high price

4.6 Table showing respondents view on the quality of products offered

by the store.

INTERPRETATION

The above table shows that 89% of the respondents agree that

the store offers quality products while 11% of the respondents say the store

does not offer quality product.

INFERENCE

It is inferred that majority of the respondents are satisfied with the

quality of products.


Yes 89 89

No 11 11

Total 100 100

yes no0

10

20

30

40

50

60

70

80

90

% o

f re

spon

den

ts4.6 Chart showing respondents view on the quality of

products offered by the store.

yes

no

4.7 Table showing respondent’s opinion about employee’s attention

to customers.

INTERPRETATION


respondents agree that the employees of the store are spontaneous and

courteous in providing service, while 32% disagree with it.

INFERENCE

Majority of the respondents agree that the employees of the store

offer courteous and spontaneous service.


Courteous and

spontaneous

68 68

Rude and lethargic

32 32

Total 100 100

4.7 Chart showing respondent’s opinion about employee’s attention to customers.

68

32

0

10

20

30

40

50

60

70

80

courteous rude

% o

f re

spon

den

ts

4.8 Table showing respondents’ opinion on handling of customer

complaints by the store.

INTERPRETATION

It is clear from the above table that 55% of the respondents say

that the employees of the store are able to handle their complaints while 45%

of them say the employees are unable to handle their complaint.

INFERENCE

It is inferred that most of the respondents say that the employees

are able to handle their complaints.


Yes 55 55

No 45 45

Total 100 100

55

45

0

10

20

30

40

50

60

% o

f re

spon

den

ts

yes no

4.8 Chart showing respondents’ opinion on handling of customer complaints by the store.

yes

no

4.9 Table showing respondents’ assessment of communication with the

employees of the store.

INTERPRETATION

The above table shows that 18% of the respondents have

assessed that communication with employees of the store is excellent, 73%

are satisfied, and 6% of the respondents are dissatisfied.

INFERENCE

Majority of the respondents are satisfied with the way the

employees communicate with them.


Excellent 18 18

Satisfactory 73 73

Poor 9 9

Total 100 100

4.9 Chart showing respondents’ assessment of communication with the employees of store

18%

73%

9%

excellent

satisfactory

poor

4.10 Table showing respondents view on the store’s attempt to solve

their problem.

INTERPRETATION

The above table shows that 61% of the respondents say that

the store shows sincere interest in solving their problem while 39% say the

store does not show any interest.

INFERENCE

It is inferred that most of the respondents agree that the store

shows sincere interest in solving their problem.


Yes 61 61

No 39 39

Total 100 100

61

39

0

10

20

30

40

50

60

70

% o

f re

spo

nd

ents

4.10 Chart showing respondents view on the store’s attempt to solve their problem.

yes

no

4.11 Table showing the respondents opinion on the store-layout of the

store.

INTERPRETATION


respondents think that the store-layout makes it easy for them to find what

they need while 16% disagree with it.

INFERENCE

It is inferred that only 16% of the respondents are not satisfied

with the store-layout of the store.


Yes 84 84

No 16 16

Total 100 100

4.11 Chart showing the respondents opinion on the store-layout of the store.

84%

16%

yes

no

4.12 Table showing respondents’ opinion about the store décor and

store atmosphere of the store.

INTERPRETATION

It is evident from the above table that 69% of the respondents

agree that the store décor and store atmosphere of the store is appealing

while 31% of them disagree with it.

INFERENCE

Majority of the respondents agree that the store décor and store

atmosphere of the store is appealing.


Yes 69 69

No 31 31

Total 100 100

69

31

0

10

20

30

40

50

60

70

% o

f re

spon

dent

s

4.12 Chart showing respondents’ opinion about the store décor and store atmosphere of the store.

yes no

4.13 Table showing the opinion of the respondents on the display of

goods at Sekar-Emporium.

INTERPRETATION

It is clear from the above table that 73% of the respondents

feel that the display of goods at Sekar-emporium is appealing while 27% of

the respondents say that it is disorganized.

INFERENCE

Majority of the respondents feel that the display of goods at

sekar-emporium is appealing.


Appealing 73 73

Disorganized 27 27

Total 100 100

73

27

0

10

20

30

40

50

60

70

80

% o

f rep

onde

nts

4.13 Table showing the opinion of the respondents on the display of goods at Sekar-Emporium.

appealing

disorganised

4.14 Table showing respondents overall experience during their last

visit to Sekar-emporium.

INTERPRETATION

The above table shows that 26% of the respondents are highly

satisfied with the store, 68% of the respondents are satisfied and 6% of the

respondents are dissatisfied with the store.

INFERENCE

It is inferred that only 6% of the respondents are dissatisfied

with the store.


Highly satisfied 26 26

Satisfied 68 68

Dissatisfied 6 6

Total 100 100

highly satisfiedsatisfieddissatisfied

26

68

60

10

20

30

40

50

60

70

% o

f re

spon

dent

s

4.14 Chart showing respondents overall experience during their last visit to Sekar-emporium

highly satisfied

satisfied

dissatisfied

4.15 Table showing the possibilities of the respondents to purchase the

products from Sekar-Emporium in future.

INTERPRETATION


respondents will definitely purchase the products from Sekar-Emporium in

future, 16% of the respondents shall rarely purchase while 2% of the

respondents would not purchase the products from the store in future.

INFERENCE

It is inferred that majority of the respondents will surely purchase

the products from Sekar-Emporium in future.


Definitely purchase 82 82

Rarely purchase 16 16

Would not purchase 2 2

Total 100 100

definitelypurchase rarely

purchase would notpurchase

82

16

20

10

20

30

40

50

60

70

80

90

% o

f re

spon

dent

s4.15 Table showing the respondents opinion about

repurcsae of product from the store

definitely purchase

rarely purchase

would not purchase

4.16 Table showing the incentives provided by Sekar-Emporium.

INTERPRETATION

It is clear from the above table that according to 71% of the

respondents the store offers discounts, 19% of the respondents say the store

offers gifts, 6% of the respondents says coupons, while 4% of the

respondents say that the store offers other incentives.

INFERENCE

It is inferred that majority of the respondents say that the store

offers discounts on the products being purchased.


Discounts 71 71

Coupons 6 6

Gifts 19 19

Others 4 4

Total 100 100

4.16 Chart showing incentives provided by Sekar Emporium to the respondents

19%

6% 4%

71%

discounts

gifts

coupons

others

4.17 Table showing whether the store provides free door delivery

service.

INTERPRETATION

It is evident from the table that according to 93% of the

respondents the store does not provide free door-delivery service while 7%

of the respondents say the store provides free door delivery service.

INFERENCE

Majority of the respondents say that the store does not provide

free door delivery service.


Yes 7 7

No 93 93

Total 100 100

7

93

0 20 40 60 80 100

% of respondents

yes

no

4.17 Chart showing whether the store provides free door delivery service.

no

yes

4.18 Table showing the view of the respondents on the after sale-

service provided by Sekar-Emporium.

INTERPRETATION

The above table shows that according to 5% of the respondents

the store provides warranty service, 53% of the respondents it is guarantee

service, while 42% of the respondents say the store provides the service of

replacement of products.

INFERENCE

Majority of the respondents say that the store offers guarantee

service.


Warranty 5 5

Guarantee 53 53

Replacement of product 42 42

Others 0 0

Total 100 100

5

53

42

0

0 10 20 30 40 50 60

% of respondents

warranty

guarantee

replacement ofproduct

others

4.18 Chart showing the view of the respondents on the after sale-service provided by Sekar-Emporium.

others

replacement of product

guarantee

warranty

WEIGHTED AVERAGE METHOD

Weighted average is used in order to know the

weightage given to the various stores in the city and also to determine the

factors which influence the purchase of products from the store.

Weighted average tool is applied by giving weights to

various ranks as follows:

Ranks I II III IV

Points 4 3 2 1

Ranks

Stores

I II III IV Weighted Average

Ranks

Saravana stores

40 25

20

15 2.9 1

Sekar-Emporium

25 38 26 11 2.77 2

Ratna stores

20 23 23 34 2.29 3

Jeychandra stores

15 14 31 40 2.04 4

4.19 Table showing the most popular multi-product store.

INTERPRETATION

From the table, we can interpret that among the four stores,

Saravana stores is ranked 1st, Sekar-Emporium is ranked 2nd, Ratna stores

and Jeychandra stores are ranked 3rd and 4th respectively by the respondents.

INFERENCE

It is inferred that Sekar-Emporium is the second popular store

among the respondents.

Weighted average tool is applied by giving weights to various ranks as

follows:

Ranks I II III IV V VI

Points 6 5 4 3 2 1

Ranks

Factors

I

II

III

IV V VI Weighted

Average

Ranks

Quality of goods

40 18

21

10

7 4 4.62 1

Price of goods

9 13

14 30 23 11 3.22 2

Service 5 12 4 7 15 57 2.14 3

Store layout 28 21 23 15 8 5 4.31 4

Popularity 3 13 3 25 38 18 2.84 5

Customer contact

15 23 35 13 9 5 4.07 6

4.20 Table showing the factors which influence the purchase products.

INTERPRETATION

From the table, we can interpret that quality of goods is

preferred 1st by the respondents and 2nd preference in a product is its price,

service is ranked 3rd by the respondents, store layout, popularity and

customer contact are other factors which directly do not influence the

purchase.

INFERENCE

It is inferred that though quality of goods, price of goods,

service are ranked 1st, 2nd, and 3rd, respectively, there is only a minor

difference in the weightage given by the customers to quality and price.

Hence, it is concluded that they are equally important from the viewpoint of

customers and these are the main factors, which influence the purchase of

the products.

FINDINGS

Majority of the respondents are associated with this store for more

than 1 year.

Most of the respondents are satisfied with the working hours of the

store.

It is found that the majority of the respondents visit the store

frequently.

Majority of the respondents are satisfied with the availability of


Majority of the respondents have the opinion that the prices charged

for the products are moderate.

It is found that most of the respondents are satisfied with the quality

of the products.

Most of the respondents are provided with the courteous and

spontaneous service by the employees.

Majority of the respondents agree that their complaints are responded

immediately.

It is observed that Majority of the respondents are satisfied with the

employee’s communication.

From the study it is observed that most of the respondents agree with

the facts that the store shows sincere interest in solving the problem.

It is found that most of the respondents are satisfied with the layout of

the store.

It is evident from the study that most of the respondents found the

store décor and store atmosphere to be appealing.

Majority of the respondents are of the opinion that the display of

goods at the store is well-organised.

It is found that respondents are satisfied with the overall experience

during their last visit to the store.

Majority of the respondents are of the opinion that they will definitely

purchase the products from the store in future.

It is found that most of the respondents are provided with discounts by

the store.

It is observed that most of the respondents are not provide with free

door delivery service.

Most of the respondents are provided with the guarantee service after

the sale of the product.

It is inferred that Sekar-Emporium is second popular store among the

respondents.

It is found that qualities of goods, and price of goods, are the main

factors which influence the purchase of products from the store.

SUGGESTIONS

The store should respond to the respondent’s complaint in time.

The store can adopt the door delivery service in order to increase the

level of customer satisfaction.

The store should also encourage gifts and coupons apart from

discounts.

The store can increase the service of warranty as well as replacement

of products to satisfy the customers with regard to certain products.

The overall performance of the store should be increased in order to

retain and attract the customers.

CHAPTER-V

SUMMARY AND

CONCLUSION

SUMMARY AND CONCLUSION

The Indian retail industry is gradually inching its way

towards becoming the next boom industry. The future of the Indian retail

industry looks promising with the growing of the market, with the

government policies becoming more favourable and the emerging

technologies facilitating operations.. The organised retail sector is expected

to grow to US $ 70 billion by 2010.

Sekar-Emporium is a partnership firm started in the year

1952. Sekar-Emporium is a traditional clothing store. This store deals in all

the reputed mill items, which cater to the needs of all the segments of

people. The main line of business is sale of textiles. Thus, Sekar-Emporium

is a fashion store that has been adding colours to the lives of Chennai, since

1952.

The study is done to analyze the level of customer

satisfaction at Sekar-Emporium. For the purpose of this study primary data

is collected from the customers through well structure questionnaire and the

sample size is 100.

Descriptive research is adopted because it helps to describe

the demographic characteristics of consumers who use the products.

The statistical tools like Percentage Analysis, Weighted

Average method are used to analyze the data.

Percentage analysis was used for data representation and the

results of which indicates that

The customers are satisfied with the availability of


The store décor and store atmosphere are appealing to the

customer.

The customers will definitely purchase the products from

the store in future.

The customers require better after-sale service.

The customers’ complaints are not responded

immediately by the store.

Weighted Average method was used to determine the

factors influencing the purchase of products from the store which indicates

that the factors like quality of products, and prices are the main factors

which influence the purchase of the products from the store. The study

showed that Sekar-Emporium is the second popular store among the

respondents.

It is concluded that the study shows that Sekar-Emporium

is a well-established store. The Customers are satisfied with the products and

the services of the Sekar-Emporium. Sekar-Emporium should increase their

overall performance to retain their Customers by providing them with better

after sale-services.

BIBLOGRAPHY

BOOKS

1. Marketing, Dr.Rajan Nair, Sanjits.K.Nair, Sultanchand and sons, 1993.

2. Marketing Management, PhilipKotler, Pearson Education Singapore PPE-

ltd, 2003 Sultan chand and sons

3. Research Method, C.R Kothari, Sultan chand and sons, 2002.

WEBSITES

Www. Sekar-Emporium.com

www.google.com

www.wikipedia.com

ANNEXURES

A STUDY ON THE LEVEL OF CUSTOMER

SATISFACTION IN SEKAR-EMPORIUM

Name:

Age:

Gender:

1. How long have you been the customer of this store?

o Less than 6 months

o 6 months-1year

o More then 1year

2. Do you feel that the store hours are convenient or not?

o Yes

o No

3. How often do you visit this store?

o frequent

o infrequent

4. How would you rate your level of satisfaction with regard to availability of products?

o Extremely satisfied

o Satisfied

o Dissatisfied

o Extremely dissatisfied

5. What is your opinion about the price of the products?

o Low price

o Moderate price

o High price

6. Does this store offer quality goods?

o Yes

o No

7. Do you agree that the employees of this store are courteous and spontaneous in providing service to you?

o Courteous and Spontaneous

o Rude and lethargic

8. Do the employees of the store able to handle your complaints immediately?

o Attended immediately

o Not Considered

9. What is your assessment of communication with employees of this store?

o Excellent

o Satisfactory

o Poor

10. Does the store show a sincere interest in solving your (Customer’s) problem?

o Yes

o No

11. Does the store layout of this store make it easy for you to find what you need?

o Yes

o No

12. Does the store decor and store atmosphere appeal to you?

o Yes

o No

13. What do you feel about the display of goods at Sekar-Emporium?

o Appealing

o Disorganized

14. How would you rate your overall experience during your last visit to this store?

o Highly satisfied

o Satisfied

o Dissatisfied

15. How likely are you to purchase the products from this Store in future?

o Definitely purchase

o Rarely purchase

o Would not purchase

16. What are the various incentives provided by the store?

o Discounts

o Coupons

o Gifts

o Others

17. Does the store provide free door-delivery service?

o Yes

o No

18. Has this store provided any after sale-service from the following?

o Warranty

o Guarantee

o Replacement of product

o Others

19. Rank the four stores in the order of preference and liking.

Stores Ranks

Sekar- Emporium

Saravana Stores

Ratna Stores

Jeyachandra Stores

20. Rank the factors which attracted you and induced you to purchase from Sekar-Emporium?

Factors Ranks

Quality of goods

Price of goods

Store layout

Service offered

Offers and gifts

Popularity

project report

Documents

respondents opinion

respondents satisfaction

product store

store hours

store dcor

store atmosphere

store layout

list of charts table