13775916 a study on customer satisfaction towards departmental stores in coimbatore

7/30/2019 13775916 a Study on Customer Satisfaction Towards Departmental Stores in Coimbatore

1/101

A STUDY ON CUSTOMER SATISFACTION TOWARDS A.SUKUMAR M.Com., M.Phil., PGDCA.,

DEPARTMENTAL STORED IN COIMBATORE COIMBAOTRE, TAMILNADU, INDIA

CHAPTER I

INTRODUCTION

a. INTRODUCTION OF THE STUDY

Gone are the days were the consumer went in search of

materials from shop to shop. Today, things are made available in one

shop, one place. These days, consumer buying is not mere transfer of

item from seller to buyer. Consumer wants buying to become a

happy affair. They would like to see, touch and feel the commodities

that they buy. Understanding this psychology for the consumer many

organizations have come to make purchase of happy affair.

I.1. MARKETING

Marketing is more important as it relates to consumer and their

needs, whatever may be the objectives of business, the main in

which it has to concentrate will be marketing. Business today,

concentrating on marketing is found to be fairly successful though

success depends on many other factors. The purchase decision being

an essence is an important aspect of marketing. Consumers are liable

for influence under different environment.

1


2/101



Under these circumstances a study has been conducted to

analysis the preference of consciences towards departmental stores.

Channel of distribution is also called marketing channel or trade

channel, are used to provide consumer with a convenient means of

obtaining the products and services they desire. Thus, the route or

path through which goods more from the place of production to the

place of consumption is called channel to distribution. There are

various persons or business consumer such as middlemen consisting

of wholesalers and retailers.

I.2. DEPARTMENTAL STORES

A departmental store, a retail trade shop, was started at

strategic place to please the customer by giving him the choice of

selecting all that he wants. There are number of departmental stores

like Kannan Departmental stores, Food World, Subiksha, More for

U, etc. Every business is based on understanding the consumer and

providing the kind of products that the consumer want everybusinessman today makes some effort to convince the consumer for

buying a product in a particular shop and for this reason, the

researcher has under taken a survey as to why they prefer

departmental store?

2


3/101



What are the reasons for their purchase at a departmental

store? What makes them to select departmental stores? That other

forms of retails outlet in Coimbatore city.

II. STATEMENT OF PROBLEM

The study of the consumer behaviour enable us to analysis

ones own decision in buying. The very look of the departmental

store attracts people, the way in which products are visited not only

to buy, but also spend sometimes in the cafeteria and to enjoy the

atmosphere, the consumer takes a look to choose the product and

understands the inferential as well as the external factors. This is

done in a clean unpolluted atmosphere in departmental store. It is a

matter for study as to why people come and buy from a departmental

store.

3


4/101



c. OBJECTIVES OF THE STUDY

The objectives of the study are:

1. To study the factor influencing the customers to purchase

house hold articles from departmental store.

2. To study the needs of the customers at the place of

purchase.

3. To study the consumers opinion and ideas about the price,

quality and services rendered by the departmental stores.

4. To study the sales services provided by the departmental

stores.

5. To suggest, improve in sales and functions in the

departmental stores based on results.

4


5/101



d. METHODOLOGY

The primary methods of data collection that is questionnaire

technique was used to collect the data required. Respondents include

both male and female. Convenience sampling method has been

adopted under the non-probability sampling technique and about 100

samples have been collected for the study.

The questionnaire consists of four parts namely, personal

information, purchasing pattern, details about products and

customers services provided at the store. The questionnaire was

designed in such a way that the respondents were able to express

their opinions and ideas freely and frankly.

e. SAMPLE AREA OF THE STUDY

The area covered under the study is in Coimbatore city.

f.PERIOD OF THE STUDY

The study was conducted during the period January 2008 to

march 2008.

g. STATISTICAL TOOL FOR ANALYSIS

The collected data has been analyzed using percentage

analysis and diagrams.

5


6/101



h. LIMITATION OF THE STUDY

1. The area of study is restricted to Coimbatore city.

2. For convenience purpose, the population taken for the study

refers to the customers of Kannan departmental stores,

Foodworld and Subiksha.

3. The data was collected for the month of January 2008 to

march 2008.

4. In order to complete the study within the time frame, the

number of respondents had been restricted to 100.

6


7/101



i. CHAPTER SCHEME

Chapter I

It gives a brief introduction about the study, scope, objective,

methodology and limitation of the study.

Chapter II

It deals with the concept of buyer behaviour and departmental

store, their features and advantages taken for the study.

Chapter III

It covers the analysis and interpretation of the collected data.

Chapter IV

It covers the various findings and suggestions of the study

along with the conclusion.

7


8/101



CHAPTER II

BUYER BEHAVIOUR AND DEPARTMENTAL

STORE

a. INTRODUCTION

Today business faces a lot of challenges. The major work of

todays business is not only to face and survive with competitors but

also to study consumers needs and analysis their behaviour. Though

starting a business today is easy, surviving and attaining success is

an important issue to be given importance. Business, in olden days,

the major work of business was to concentrate on production lines,

but today the scene is different. Marketing as a business function is

charges with the movement of products and services from the

producer to the user. Under this concept, a business is managed with

the sole purpose of making and selling what the customer wants, in

the way he wants it, when and where he wants it, and at a price he is

willing to pay.

8


9/101



I.1. CONSUMER BEHAVIOUR

Consumer behaviour is defined as that behaviour exhibited by

people in planning, purchasing and using economic goods and

services. Buyers behaviour is the process by which individuals

decide whether, what, when, where, how and from whom to

purchase goods and services.

Instead of trying to market what is easier for us to make, we

must find out much more about what the consumer is willing to buy

we must apply our creativeness more intelligently to people, and

their wants and needs rather than to product Charles G. Martina

emphasizing on the above statement, the target of all marketing

activities should be consumers. The firms have to device plans and

implement them so as to achieve consumer satisfaction. This calls

for an analysis of how consumer behaves in the market place. Buyer

behaviour may be viewed as an orderly process whereby the

individual interacts with his environment for the purpose of making

market decisions on products and services.

9


10/101



Thus, the chief characteristics of buyer behaviour are:

1. It includes observable physical activities, such as walking

through the market to examine the products and in making

a purchase, and mental activities such as forming

attitudes, perceiving advantages materials and learning to

prefer a particular brand. The consumers apply both the

activities to acquire goods and services and obtainsatisfaction from them.

2. Consumer behaviour is a complex and dynamic concept,

too constantly changing, and therefore management need to

adjust with the change, otherwise the market may be lost.

3. The individuals specific behaviour in the market place is

affected by interval factors such as needs, motives,

perception and attitudes as well as by external or

environmental influences such as the family, social groups,

cultural, economic and business influences.

To achieve a better understanding of the consumer behaviour,

study of those disciplines, which may provide some explanations as

to why people behave as they do is required. The internal and

10


11/101



external forces and influences interact in highly complex ways,

affecting the individuals total pattern of behaviour as well as his

buying behaviour.

I.2. BUYING DECISION PROCESS

This model implies that consumer pass through all five stages

in buying something. This is not the case in respect of low

involvement purchases. Consumer might skip or reverse some ofthese stages. Understanding consumer needs and buying process is

essential to building effective marketing strategies.

BUYING DECISION PROCESS

PROBLEM RECOGNITION

INFORMATION SEARCH

EVALUATION OF ALTERNATIVES

DECISION - MAKING

TO BUY NOT TO BUY

POST-PURCHASE BEHAVIOUR

11


12/101



I.3. PROBLEM RECOGNITION

The buying process starts with the buyer recognizing a

problem or need. The buyer senses a difference between his or her

actual state and a desired state. The need can be aroused by internal

or external factors. In the former case, the persons normal needs

hunger, thirst, sex rises to threshold travel and becomes a drive. The

person out of experience has learned to cope up with the drive and

its motivated towards a class of objects that he or she knows will

satisfy the drive.

I.4. INFORMATION SEARCH

As the next step, a consumer will try to search for more

information from various sources, to have an idea about the

competing brands and their features and to purchase accordingly.

The various sources which provide information are:

1. Personal sources - Family friends, Neighbours, etc.

2. Commercial sources - Advertisements, Salesmen, Dealers,

Packages

3. Public sources - Mass Media

12


13/101



4. Experimental source - Examining, using and handling the

product

I.5. EVALUATION OF ALTERNATIVES

A consumer uses information to arrive at a set of final brand

choices. The question is, how does the consumer choose among the

alternative brands in the choice set? He evaluates the various

alternatives available in the market on the basis of certain attributes.

There is no simple and single evaluation process used by all

consumers or by one consumer in all buying situations. The

attributes of interest to buyer vary by product, their need, quality,

style, etc.

I.6. PURCHASE DECISION

Having evaluated the purchase alternatives, he has to decide

whether to buy or not to buy. If he has decided to buy, then he has to

take decisions regarding the brand, the quantity of purchase, the

place of purchase and the mode of payment to the made.

13


14/101



I.7. POST PURCHASE BEHAVIOUR

After purchasing the product, the consumer will experience

some level of satisfaction or dissatisfaction. This will influence his

subsequent behaviour. If he is satisfied, he will show more interest

to buy the product the product or get information that might confirm

its high value. Hence, to satisfy a consumer, a market must try to

convince him to choose a product, the attributes for which a

consumer gives importance must be analyzed.

The marketers job does not come to an end as soon as the

product is being bought, but continues into the post purchase period.

Further, proper understanding of the various participants behaviour

in the buying process and the major influences on their buying

behaviour, will help the marketers to design effective marketing

programs for their target markets.

14


15/101



II.1. FACTORS THAT INFLUENCE BUYER BEHAVIOUR

Throughout the buying process, various factors may influence

the buyer. A persons culture, social class, reference groups and self-

image all have a bearing on the purchase decision. As to the

situational factors like the presentation of the product, the events in

the buyers life and the persons mood at the time of purchase also

induce him to purchase a product of his choice.

II.2. CULTURAL FACTORS

Culture is the most fundamental of a persons wants and

behaviour. It refers to a set of learned beliefs, attitudes, values,

customs, habits, etc., and determines human wants and behaviour.

Separate marketing strategy can be developed for each culture and

market can be segmented for patterns of behaviour varying between

different cultures.

15


16/101



II.3. SOCIAL FACTORS

Social factors include the following:

a. Reference groups

People are influenced by many groups. The various reference

groups are

Membership Groups

These are groups to which the person belongs and

interacts. These groups have a direct influence on its members

behaviour.

Primary Groups

This includes groups of friends, family members,

neighbours, co-staff, etc. The consumer has a fairly continuous

interaction with his friends, family, neighbours, etc.

Secondary Groups

This includes religions groups, professional groups, etc.,

with whom the consumer has only a less continuous

interaction.

16


17/101



Aspirational Groups

These are the groups to which a person would like to

become its members as well as influenced by them.

b. Family

Family can influence a persons buying behaviour because

most consumers belong to a family. Marketers should study

the role and the relative influence of the husband, wife and

children in the purchase of product or services.

c. Social Class

The different classes namely, upper class, middle class and

lower class also determine the behaviour of a person to

purchase his products. Low class customers buy usually on

impulse and do not even care to read advertisement much.

Middle class consumer purchase carefully and read

advertisements much to know and compare the prices of

different procedures engaged in the same line of activity.

Upper class consumers want high class goods maintain

their status in the society.

17


18/101



II.4. PERSONAL FACTORS

A buyers behaviour is also influenced by personal factors

such as age, occupation, income, life style, etc.

a. Age

People buy different products at their different life stage,

their taste, preferences, etc., also change with change in life

stage. For instance, taste in dress materials, recreation etc.,

are age related.

b. Occupation

For certain occupation, the purchase of certain type of

products is necessary. For example, a sales representative

will buy fancy dress, shoes, suitcase, etc., to win the

attention of the people. Similarly, a chief executive of a

company will buy costly suits, undergo air travel, etc.

18


19/101



c. Income

Income being the main source of purchasing power, the

buying pattern of people differs with different level of

income.

d. Life Style

The term life style refers to the persons pattern of living in

the world. People belong to same social class, occupation,

may lead quite different life styles. Life style attempts to

profile a persons way of being and acting in the world.

II.5. PSYCHOLOGICAL FACTORS

A persons buyer behaviour is also influenced by the following

psychological factors.

a. Motivation

A motive as an inner urge that moves a person to some

action. People buy goods as a result of certain mental as

well as economical forces that create desires of buying such

goods.

19


20/101



b. Perception

Perception is the process by which an individual selects,

organizes and interprets information inputs to create a

meaningful picture of the world. Persons at the same

motivated stage may act in a quite different manner if they

perceive the situation differently.

c. LearningLearning may be defined as all changes in an individuals

behaviour arising from past experience. Learning is the

main aspect in the study of human behaviour. Buying

decisions are affected critically by the learning experience

of buyers.

d. Attitudes

An attitude is a state of mind feeling. If may be described as

a persons emotional feeling, action, tendencies towards

some idea or object. If a person has an attitude towards a

product, it is difficult to change his attitude because a

persons attitude settles into a consistent pattern. It induces

him to behave in some way. People have attitudes towards

each and everything and to study the buyer behaviour it has

to be taken into notice.

20


21/101



CHAPTER III

ANALYSIS AND INTERPRETATION OF DATA

INTRODUCTION

All the information collected from the sample respondents

is analyzed and the results presented at the end of this chapter.

The data analysis are related to the customer need in a

departmental store, various factors influencing their purchase

and their opinion regarding the products price, quality and etc,

and the after sales services rendered by the departmental store.

21


22/101



Table No. 3.1

TABLE SHOWING THE AGE GROUP OF THE

RESPONDENTS

AGE NO. OF RESPONDENTS PERCENTAGE (%)

BELOW 20 19 19

21 TO 30 46 46

31 TO 40 23 23

ABOVE 40 12 12

TOTAL 100 100

INFERENCE:

The above table representing the age group of the

respondents. More than one-third (46%) of the respondents,

belong to the age group of 21 30 years,23% of therespondents are belong to the age group 31 - 40 years and a

least of 12% belong to the age group of above 40 years.

22


23/101



23


24/101



Table No. 3.2

TABLE SHOWING THE SEX OF THE RESPONDENTS

GENDER NO. OFRESPONDENTS

PERCENTAGE (%)

MALE 42 42

FEMALE 58 58

TOTAL 100 100

INFERENCE:

The table representing the sex of the respondents. It shows

that, about 42% of the respondents are male and 58% of them

are female.

24


25/101



25


26/101



Table No. 3.3

TABLE SHOWING THE MARITAL STATUS OF THE

RESPONDENTS

MARITAL STATUS

NO. OF

RESPONDENTS

PERCENTAGE

(%)

MARRIED 57 57

UNMARRIED 43 43

TOTAL 100 100

INFERENCE:

The table shows the marital status of the respondents.

It reveals that, about 57% of the total respondents are married

and others are unmarried.

26


27/101



27


28/101



Table No. 3.4

TABLE SHOWING THE EDUCATIONAL

QUALIFICATION OF THE RESPONDENTS

EDUCATIONAL

QUALIFICATIONNO. OF

RESPONDENTSPERCENTAGE (%)

SCHOOL LEVEL 30 30

DEGREE / DIPLOMA 32 32

PG 23 23

PROFESSIONAL 15 15

TOTAL 100 100

INFERENCE:

The above table showing the educational qualification of

the respondents. It reveals that nearly one-third (32%) of the

respondents are Degree / Diploma holders. Followed by 30% of

the respondents are school level and least respondents (15%) are

professionals.

28


29/101



29


30/101



Table No. 3.5

TABLE SHOWING THE OCCUPATIONAL STATUS OF THE

RESPONDENTS

OCCUPATIONNO. OF


STUDENT 23 23

HOUSE WIFE 27 27

EMPLOYED 26 26

BUSINESS 24 24

TOTAL 100 100

INFERENCE:

Above table showing the occupational status of the

respondents. It reveals that, more than one-forth (27%) of the

respondents are house wife, followed by 26% of the respondents

are employed and least no. of respondents are students.

30


31/101



31


32/101



Table No. 3.6

TABLE SHOWING THE MONTHLY INCOME OF THE FAMILY

OF THE RESPONDENTS

MONTHLY INCOME NO. OF RESPONDENTS PERCENTAGE (%)

UP TO Rs.3000 4 4

Rs.3001 TO Rs.6000 25 25

RS.6001 TO Rs. 9000 32 32

Rs.9001 TO Rs.12000 39 39

TOTAL 100 100

INFERENCE:

The above table showing the monthly income of the

respondents. It tells that 39% of the respondents are having the

monthly income of above Rs.9,000, 32% of the respondents are

having monthly income of Rs.6,001 Rs.9,000. And the least

(4%) number of the respondents are having monthly income of

the less than Rs.3,000.

32


33/101



33


34/101



Table No. 3.7

TABLE SHOWING THE NUMBER OF MEMBERS IN THE

FAMILY OF THE RESPONDENTS

FAMILY SIZE NO. OF RESPONDENTS PERCENTAGE (%)

UP TO 2 10 10

3 TO 4 56 56

5 TO 6 31 31

ABOVE 6 3 3

TOTAL 100 100

INFERENCE:The table representing the size of the family. It reveals that

more than 56% of the respondents are belongs to the family size

of 3 4 members. And least 3% of the respondents are belongs

to the family size of above 6.

34


35/101



35


36/101



Table No. 3.8

TABLE SHOWS THE NORMALLY THE PRODUCTS

PURCHASED BY THE RESPONDENTS

NORMALLY PRODUCTS

PURCHASED FROMNO. OF RESPONDENTS PERCENTAGE (%)

DEPARTMENTAL STORES 52 52

SHOPS / MARKETS 46 46

SALES REPRESENTATIVES 2 2

EXHIBITION 0 0

TOTAL 100 100

INFERENCE:

Above table showing the sources of purchases of the

respondents. It reveals that more than 50% of the respondents

are purchasing the products from departmental stores. And less

than 50% of the respondents are purchasing products from shops

/ market.

36


37/101



37


38/101



Table No. - 3.9

TABLE SHOWING THE MEDIA INSIST TO PURCHASE

IN DEPARTMENTAL STORES

SOURCE OF

INFORMATIONNO. OF RESPONDENTS PERCENTAGE (%)

TELEVISION 26 26

NEWS PAPER 22 22

PAMPHLETS 9 9

WORD OF MOUTH 43 43

TOTAL 100 100

INFERENCE:

The table representing the source of awareness about the

departmental stores. It shows that 43% of the respondents are

aware of the departmental stores through word of mouth

advertisement and a least percentage of 9% are aware of the

store through pamphlets.

38


39/101



39


40/101



Table No. 3.10

TABLE SHOWING THE CUSTOMERS MOST

FAVOURABLE DEPARTMENTAL STORE

FAVORABLE

STORE

NO. OF

RESPONDENTS

PERCENTAGE

(%)

KANNAN 58 58

FOOD WORLD 15 15

SUBHIKSHA 14 14

OTHERS 13 13

TOTAL 100 100

INFERENCE:

Above table representing the favourable departmental

store of the respondents. It tells that more than 50% of the

respondents are going to the Kannan departmental store and

least percentage of 13% are going to other departmental sotres.

40


41/101



41


42/101



Table No. 3.11

THE TABLE SHOWING THE REASON FOR

PURCHASING THROUGH DEPARTMENTAL STORES

REASON FOR PURCHASE NO. OF RESPONDENTSPERCENTAGE

(%)

CONVENIENT 22 22

PRESTIGE 11 11

LESS COST 23 23

MORE QUALITY 32 32

TIME SAVING 12 12

TOTAL 100 100

INFERENCE:

The table showing the reasons for purchasing through

departmental stores. Nearly one third (32%) of the respondents

are prefer the store due to more quality, followed by 23% of the

respondents are prefer the store due to less cost and least 11% of

the respondents are prefer the store due to prestige.

42


43/101



43


44/101



Table No. 3.12

TABLE SHOWING THE NUMBER OF YEARS

PURCHASED THROUGH DEPARTMENTAL STORES

NO. OF YEARS

PURCHASING FROM

DEPARTMENTAL

STORES

NO. OF RESPONDENTS PERCENTAGE (%)

LESS THAN ONE YEAR 15 15

1 TO 2 YEAR 30 30

2 TO 3 YEARS 17 17

ABOVE 3 YEARS 38 38

TOTAL 100 100

INFERENCE:

Above table representing the number of years purchasing

form departmental stores it reveals that the more than one-third

(38%) of the respondents are belong to the category above 3

years followed by 30% of the respondents are belong to the

category 1 2 years and least percentage of 15% are belong to

the category less than a year.

44


45/101



45


46/101



Table No. 3.13

TABLE SHOWING THE TYPE OF PRODUCT

PURCHASED THROUGH DEPARTMENTAL STORE.

TYPE OF PRODUCT BUY

FROM DEPARTMENTAL

STORE

NO. OF RESPONDENTS PERCENTAGE (%)

FRUITS AND

VEGETABLES15 15

PROVISIONS AND

GROCERIES

26 26

COSMETIC PRODUCTS 4 4

HEALTH CARE

PRODUCTS6 6

STATIONARY PRODUCTS 2 2

ALL THE ABOVE 47 47

TOTAL 100 100

INFERENCE:

The table representing the items purchasedfromdepartmental stores. It reveals that nearly 50% of therespondents are purchase all the above mentioned products 26%

of the respondents are purchase provisions and groceries and

least percentage of the 2% are purchase only health care

product.

46


47/101



47


48/101



Table No. 3.14TABLE SHOWING THE HANDLING OF DAMAGED

PRODUCT IN DEPARTMENTAL STORE

DAMAGE HANDLINGNO. OF

RESPONDENTS

PERCENTA

GE (%)

IMMEDIATE

RECTIFICATION 61 61

DELAY IN

RECTIFICATION16 16

NO EXCHANGE 14 14

NO RESPONSE 9 9

TOTAL 100 100

INFERENCE:

The above table shows the damage handling by the

departmental stores. It reveals that more than 60% of the

respondents are getting immediate rectification from thedamages 16% of the respondents are getting late rectification

and least percentage of the 9% are getting no response from the

stores.

48


49/101



49


50/101



Table No. 3.15

THE TABLE SHOWING THE FREE DELIVERY

SERVICE IN DEPARTMETAL SOTRES

FREE DOOR DELIVERY NO. OF RESPONDENTSPERCENTAGE

(%)

ALWAYS 35 35

OFTEN 20 20

SOMETIMES 28 28

NO 17 17

TOTAL 100 100

INFERENCE:

Above table shows the free door delivery rendered by the

departmental store. It says that more than one-third (35%) of the

respondents getting free door delivery always. Followed by 28%

of the respondents are getting free door delivery sometimes.

Only least percentage of 17% are getting no free door delivery.

50


51/101



51


52/101



Table No. 3.16

TABLE SHOWING THE PARKING FACILITY IN

DEPARTMENTAL STORE

PARKING FACILITYNO. OF

RESPONDENTS

PERCENTAG

E (%)

TWO WHEELER ONLY 39 39

FOUR WHEELER

ONLY3 3

BOTH 28 28

NO PARKING

FACILITY30 30

TOTAL 100 100

INFERENCE:

Above table reveals the parking facility of the

departmental stores. It says that nearly two-fifth (39%) of the

respondents are enjoying only two wheeler parking facility,

followed by 30% are getting no parking facility and least

percentage of 3% are getting only four wheeler parking facility.

52


53/101



53


54/101



Table No. 3.17

TABLE SHOWING THE DISCOUNTS AND BENEFITS

RENDERED BY THE DEPARTMENTAL STORES

DISCOUNT AND

BENEFITS

NO. OF


ALWAYS 11 11

OFTEN 23 23

SOMETIMES 50 50

NO 16 16

TOTAL 100 100

INFERENCE:

The above table representing the discounts and benefits

enjoyed by the respondents, it says that 50% of the respondents

are enjoying the discounts and benefits sometimes only, 23% of

the respondents enjoying the discounts and benefits often and

least percentage of 11% are enjoying always.

54


55/101



55


56/101



Table No. 3.18TABLE SHOWING THE CUSTOMERS CARE SERVICE

EFFECTIVE IN DEPARTMENTAL STORE

CUSTOMER CARENO. OF


HIGHLY SATISFIED 43 43

SATISFIED 26 26

FAIR 19 19

DISSATISFIED 12 12

TOTAL 100 100

INFERENCE:

The above table shows the customer care service of the

departmental store. It tells that more than two-fifth (43%) of the

respondents are highly satisfied with the customer care service,

more than one-fifth (26%) of the respondents are satisfied with

the customer care service and 12% of the respondents are

dissatisfied with the customer care service.

56


57/101



57


58/101



Table No. 3.19

TABLE SHOWING THE SATISFACTION OF PRODUCT

PURCHASED THROUGH DEPARTMENTAL STORE

SATISFIED

WITH

THE PRODUCTSNO. OF RESPONDENTS

PERCENTAGE

(%)

YES 76 76

NO 24 24

TOTAL 100 100

INFERENCE:

Above table reveals the customers satisfaction towards

the products. It says that more than three-fourth (76%) of the

respondents are satisfied with the products and less than one

forth (24%) of the respondents are not satisfied with the product.

58


59/101



59


60/101



Table No. 3.20

TABLE SHOWING THE REASON FOR NOT

SATISFYING THE CUSTOMER IN DEPARTMENTAL

STORES

IF NO THE

REASONNO. OF


MORE COST 7 29

HIGH

INVESTMENT3 12

NO BARGAINING 13 54

OTHERS 1 4

TOTAL 24 100

INFERENCE:

Above table dealt with the reasons for not satisfied with

the products. It reveals that, more than 50% of the respondents

are not satisfied because of the no bargaining, 29% of the

respondents states that there is more cost for the products.

60


61/101



61


62/101



Table No. 3.21

THE TABLE SHOWING THE DIFFICULTY OF BUYING THE

PRODUCT THROUGH DEPARTMENTAL STORE

DIFFICULTY IN

BUY

NO. OF


YES 45 45

NO 55 55

TOTAL 100 100

INFERENCE:

Above table reveals the difficulty faced by the respondents

while purchasing. It says that 45% of the respondents are facing

some difficulties while purchasing and 55% of the respondents

are not facing any difficulty.

62


63/101



63


64/101



Table No. 3.22

TABLE SHOWING THE REASON FOR DIFFICULTY OFBUYING THE PRODUCT THROUGH DEPARTMENTAL

STORE

IF YES THE REASON NO. OF RESPONDENTSPERCENTAGE

(%)

TIME CONSUMING 19 42

TOO MUCH FORMALITIES 7 16

DELAY IN RECEIVING

THE PRODUCTS17 38

OTHERS 2 4

TOTAL 45 100

INFERENCE:

The above table represents the reason for difficulty of

buying the products through departmental store. It reveals that ,

48% of the respondents are saying that the departmental store is

time consuming, followed by 38% of the respondents are saying

that receiving the products are getting delay.

64


65/101



65


66/101



Table No. 3.23

TABLE SHOWING THE FAMILY MEMBERS

SATISFIED WITH THE DEPARTMENTAL STORE

FAMILY MEMBERS

SATISFIED

NO. OF

RESPONDENTS PERCENTAGE (%)

YES 90 90

NO 10 10

TOTAL 100 100

INFERENCE:

The above table reveals the satisfaction of the respondents family

members. It reveals majority of the respondents family members are

satisfied with the departmental store.

66


67/101



67


68/101



Table No. 3.24

TABLE SHOWING THE WILLINGNESS OF RESPONDENTS TO

RECOMMENDING OTHER TO BUY IN DEPARTMENTAL

STORE

RECOMMEND

OTHERS TO BUY

IN

DEPARTMENTAL

STORES

NO. OF


YES 84 84

NO 16 16

TOTAL 100 100

INFERENCE:

Table representing the willingness of respondents torecommend others to buy in departmental stores. It says that

more than four-fifth (84%) of the respondents are having

willingness to recommend other to buy in departmental stores.

68


69/101



69


70/101



Table No. 3.25

TABLE SHOWING THE ADVANTAGE OFDEPARTMENTAL STORES THAN OTHER STORES

ADVANTAGES THAN

OTHERNO. OF


YES 83 83

NO 17 17

TOTAL 100 100

INFERENCE:

Above table represents the advantages of departmental

store than other store. It reveals that the more than fourth-fifth

(83%) of the respondents are accepting that the department

stores are more advantagus than other.

70


71/101



71


72/101



CHI-SQUARE TEST

Chi-square test is one of the simplest and most widely used non-

parametric tests in statistical work. This test was first used by Karl

Pearson in the year 1900. The quantity describes the magnitude of the

discrepancy between theory and observation.

It is a method to test the relationship between the theoretical

(hypothesis) & the observed value.

Chi square test (X2) = (O E)2 / E

Degrees Of Freedom = V = (R 1) (C -1)

Were,

O = Observed Frequency

E = Expected Frequency

R = Number of Rows

C = Number of Columns

For all the chi-square test the table value has taken @ 5% level of

significance.

72


73/101

H111



TABLE NO. 3.1

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENAGE AND SATISFACTION LEVEL

AGELEVEL OF SATISFACTION

TOTALHIGH MODERATE LOW

UPTO 20 2 22 1 25

21 - 30 15 36 13 64

31 - 40 0 5 0 5

ABOVE 40 1 6 3 10TOTAL 18 69 17 104

HO: There is no significant relationship between age and level of

satisfaction.

: There is significant relationship between age and level of

satisfaction

O E O-E (O-E)2

(O-E)2/E

2 4.50 -2.50 6.25 1.39

15 11.52 3.48 12.11 1.05

0 0.90 -0.90 0.81 0.90

1 1.80 -0.80 0.64 0.36

22 17.25 4.75 22.56 1.31

36 44.16 -8.16 66.59 1.51

5 3.45 1.55 2.40 0.706 6.90 -0.90 0.81 0.12

1 4.25 -3.25 10.56 2.49

13 10.88 2.12 4.49 0.41

0 0.85 -0.85 0.72 0.85

3 1.70 1.30 1.69 0.99

TOTAL 11.07

73


74/101



X2 = (O-E)2 / E = 11.07

Number of degree of freedom:

ndf = (row-1) (column 1)

(3) (2)

= 6

Table value of x2 at 5% level of significant = 12.59

Conclusion:

HO is accepted since the calculated value of x2

(11.07) less

than the table value of x2 (12.59) hence there is no significant

relationship between satisfaction and marital status.

74


75/101

H1111



TABLE NO. 5.2

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENGENDER AND SATISFACTION WITH REGARDING THE CELL

PHONE SERVICE PROVIDER

GENDERLEVEL OF SATISFACTION

HIGH MODERATE LOW

TOTAL

MALE11 42 13 66

FEMALE7 27 4 38

TOTAL18 69 17 104

HO: There is no significant relationship between gender andlevel of

satisfaction.

: There is significant relationship between gender and level of

satisfaction

O E O-E (O-E)2

(O-E)2/E

11 11.88 -0.88 0.77 0.07

7 6.84 0.16 0.03 0.00

42 45.54 -3.54 12.53 0.28

27 26.22 0.78 0.61 0.02

13 11.22 1.78 3.17 0.28

4 6.46 -2.46 6.05 0.94

75


76/101



TOTAL 1.59

X2 = (O-E)2 / E = 1.59



(1) (2)

= 2


Conclusion:

HO is accepted since the calculated value ofx2 (1.59) less than

the table value ofx2

(5.99) hence there is no significant relationship

between level satisfaction and gender.

76


77/101

HHHH



TABLE NO. 5.3

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENMARITAL STATUS AND SATISFACTION WITH REGARDING

THE CELL PHONE SERVICE PROVIDER

MARITALSTATUS

LEVEL OF SATISFACTION

HIGH MODERATE LOWTOTAL

MARRIED 7 17 6 30

UNMARRIED 11 52 11 74

TOTAL 18 69 17 104

HO: There is no significant relationship between marital status

and level of satisfaction.

:

1

levelThere is significant relationship between marital status and

of satisfaction

O E O-E (O-E)2 (O-E)2/E

7 5.40 1.60 2.56 0.47

11 13.32 -2.32 5.38 0.40

17 20.70 -3.70 13.69 0.66

52 51.06 0.94 0.88 0.02

6 5.10 0.90 0.81 0.16

11 12.58 -1.58 2.50 0.20

TOTAL 1.91

77


78/101



X2 = (O-E)2 / E = 1.91



(1) (2)

= 2


Conclusion:

HO is accepted since the calculated value ofx2(1.91) less than

the table value ofx2(5.99) hence there is no significant relationship

between level satisfaction and marital status.

78


79/101

H111



TABLE NO. 5.4

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEEN

EDUCATIONAL QUALIFICATION AND SATISFACTION WITH

REGARDING THE CELL PHONE SERVICE PROVIDER

EDUCATIONAL

QUALIFICATIONLEVEL OF SATISFACTION


UP TO HSC 6 4 18 28

GRADUATE 9 6 36 51

PROFESSIONAL 2 1 8 11

OTHERS 1 6 7 14

TOTAL 18 17 69 104

HO: There is no significant relationship between

educational qualification and level of satisfaction.

: There is significant relationship between educational

qualification and level of satisfaction

O E O-E (O-E)2

(O-E)2/E

6 5.04 0.96 0.92 0.18

9 9.18 -0.18 0.03 0.00

2 1.98 0.02 0.00 0.00

1 2.52 -1.52 2.31 0.92

4 4.76 -0.76 0.58 0.12

6 8.67 -2.67 7.13 0.821 1.87 -0.87 0.76 0.40

6 2.38 3.62 13.10 5.51

18 19.32 -1.32 1.74 0.09

36 35.19 0.81 0.66 0.02

8 7.59 0.41 0.17 0.02

7 9.66 -2.66 7.08 0.73

TOTAL 8.09

79


80/101



X2 = (O-E)2 / E = 8.09



(3) (2)

= 6


Conclusion:



between level satisfaction and educational qualification.

80


81/101

H111



TABLE NO. 5.5


OCCUPATION AND SATISFACTION WITH REGARDING THE

CELL PHONE SERVICE PROVIDER

OCCUPATIONLEVEL OF SATISFACTION


BUSINESS 3 9 4 16

PROFESSIONAL 0 2 0 2

EMPLOYEE 5 20 8 33

HOME MAKER 2 5 1 8

STUDENT 8 32 4 44

OTHERS 0 1 0 1

TOTAL 18 69 17 104

HO: There is no significant relationship between occupation


: There is significant relationship between occupation

and level of satisfaction

O E O-E (O-E)2 (O-E)2/E3 2.88 0.12 0.01 0.01

0 0.36 -0.36 0.13 0.36

5 5.94 -0.94 0.88 0.15

2 1.44 0.56 0.31 0.22

8 7.92 0.08 0.01 0.00

9 11.04 -2.04 4.16 0.38

2 1.38 0.62 0.38 0.28

20 22.77 -2.77 7.67 0.34

5 5.52 -0.52 0.27 0.0532 30.36 1.64 2.69 0.09

4 2.72 1.28 1.64 0.60

0 0.34 -0.34 0.12 0.34

8 5.61 2.39 5.71 1.02

1 1.36 -0.36 0.13 0.10

4 7.48 -3.48 12.11 1.62

TOTAL 3.82

X2

= (O-E)2

/ E = 3.82

81


82/101





(5) (2)

= 10


Conclusion:



between level satisfaction and occupation.

82


83/101

H111



TABLE NO. 5.6


MONTHLY INCOME AND SATISFACTION WITH REGARDING

THE CELL PHONE SERVICE PROVIDER

MONTHLY INCOMELEVEL OF SATISFACTION


LESS THAN Rs.5000 4 27 1 32

Rs.5001 TO 10000 12 27 9 48

Rs.10001 TO 15000 1 10 1 12ABOVE 15000 1 5 6 12

TOTAL 18 69 17 104

HO: There is no significant relationship between monthly

income and level of satisfaction.

: There is significant relationship between monthly income


O E O-E (O-E)2

(O-E)2/E

4 5.76 -1.76 3.10 0.54

12 8.64 3.36 11.29 1.31

1 2.16 -1.16 1.35 0.62

1 2.16 -1.16 1.35 0.62

27 22.08 4.92 24.21 1.1027 33.12 -6.12 37.45 1.13

10 8.28 1.72 2.96 0.36

5 8.28 -3.28 10.76 1.30

1 5.44 -4.44 19.71 3.62

9 8.16 0.84 0.71 0.09

1 2.04 -1.04 1.08 0.53

6 2.04 3.96 15.68 7.69

TOTAL 11.21

X2 = (O-E)2 / E = 11.21

83


84/101





(3) (2)

= 6


Conclusion:

HO is accepted since the calculated value of x2 (11.21) less

than the table value of x2 (12.59) hence there is no significant

relationship between level satisfaction and monthly income.

84


85/101

H111



TABLE NO. 5.7


SERVICE PROVIDERS AND SATISFACTION

SERVICEPROVIDERS

LEVEL OF SATISFACTION TOTALHIGH MODERATE LOW

AIRCEL 3 18 2 23

AIRTEL 12 36 5 53

BSNL 0 3 1 4

RELIANCE 0 4 4 8

TATA INDICOM 0 1 2 3

VODAFONE 3 6 3 12

OTHERS 0 1 0 1

TOTAL 18 69 17 104HO: There is no significant relationship between service providers


: There is significant relationship between service providers


O E O-E (O-E)2 (O-E)2/E

3 4.14 -1.14 1.30 0.31

12 9.54 2.46 6.05 0.63

0 0.72 -0.72 0.52 0.72

0 1.44 -1.44 2.07 1.44

0 0.54 -0.54 0.29 0.54

3 2.16 0.84 0.71 0.33

0 0.18 -0.18 0.03 0.00

18 15.87 2.13 4.54 0.29

36 36.57 -0.57 0.32 0.01

3 2.76 0.24 0.06 0.02

4 5.52 -1.52 2.31 0.42

1 2.07 -1.07 1.14 0.556 8.28 -2.28 5.20 0.63

1 0.69 0.31 0.10 0.00

2 3.91 -1.91 3.65 0.93

5 9.01 -4.01 16.08 1.78

1 0.68 0.32 0.10 0.15

4 1.36 2.64 6.97 5.12

2 0.51 1.49 2.22 4.35

3 2.04 0.96 0.92 0.45

0 0.17 -0.17 0.03 0.00

TOTAL 8.76X2 = (O-E)2 / E = 8.76

85


86/101





(6) (2)

= 12


Conclusion:



between level satisfaction and service provider.

86


87/101

H111



TABLE NO. 5.8

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENUSE OF CELL PHONE AND SATISFACTION

PURPOSE

LEVEL OF SATISFACTION


BUSINESS3 7 5 15

PERSONAL15 62 12 89

TOTAL18 69 17 104

HO: There is no significant relationship between use of cell

phone and level of satisfaction.

: There is significant relationship between use of cell phone


O E O-E (O-E)2

(O-E)2/E

32.70 0.30 0.09 0.03

15

16.02 -1.02 1.04 0.067

10.35 -3.35 11.22 1.08

6261.41 0.59 0.35 0.01

52.55 2.45 6.00 2.35

1215.13 -3.13 9.80 0.65

TOTAL 4.19

87


88/101



X2 = (O-E)2 / E = 4.19



(1) (2)

= 2


Conclusion:




between level satisfaction and use of cell phone.

88


89/101

H111



TABLE NO. 5.9

CHI-SQUARE ANALYSIS ON THE RELATIONSHIP BETWEENUSE OF CELL PHONE AND SATISFACTION

TYPE OF

CONNECTION

LEVEL OF SATISFACTIONTOTAL

HIGH MODERATE LOW

POST PAID 4 14 8 26

PREPAID 14 55 9 78

TOTAL 18 69 17 104

HO: There is no significant relationship between type of connection


:

There is significant relationship between type of connectionand level of satisfaction

O E O-E (O-E)2

(O-E)2/E

4 4.68 -0.68 0.46 0.10

1414.04 -0.04 0.00 0.00

14 17.94 -3.94 15.52 0.87

55 53.82 1.18 1.39 0.03

8 4.42 3.58 12.82 2.90

9 13.26 -4.26 18.15 1.37

TOTAL 5.26

89


90/101



X2

= (O-E)2

/ E = 5.26



(1) (2)

= 2


Conclusion:




between level satisfaction and type of connection.

90


91/101



CHAPTER IV

FINDINGS, SUGGESTIONS AND CONCLUSION

Based on the summary of the analysis and interpretation of

data as per study, the following are the findings, followed up

suggestions recommended to improve the sales and functioning of

the stores.

Findings of the study:

1. The study reveals that the respondents are aware of

various features of departmental stores.

2. A majority of the respondents come to know about the

departmental stores through word of mouth advertisement.

3. Many customers visiting the stores belong to the age 21

30 years.

4. The female respondents visiting the stores outnumber

the male.

5. More number of married respondents visits the store.

6. More number of degree / Diploma holder and school

level respondents also visits the stores.

91


92/101



7. Most of the respondents visiting the stores are house

wives followed by employees.

8. Many of the respondents family monthly incomes fall

above Rs.9,000.

9. The family size of most of the respondents falls within 3

4 members.

10. Most of the respondents are purchasing products from

departmental stores followed by the shops / market.

11. Most of the respondents are visiting the Kannan

departmental stores.

12. A majority of the respondents prefer the departmental

stores for

a. More quality

b. Less cost

c. Convenient

13. Most of the respondents are visiting the departmental

stores more than 3 years.

92


93/101



14. A majority of the respondents visiting the store and

purchase fruits and vegetables, provisions and groceries,

cosmetic products, health care products and stationary

products.

15. A majority of the respondents are getting immediate

rectification from the damages.

16. Most of the respondents are always getting the free door

delivery service.

17. Most of the respondents are getting both tow-wheeler

and four wheeler parking facility.

18. A majority of the respondents are highly satisfied with

the customer cared service rendered at the stores.

19. More than 75% of the respondents are satisfied with the

products purchased from departmental stores.

20. Major reasons for not satisfying are no bargaining and

more cost.

21. More than 50% of the respondents are raving no

difficulty in buying the product.

93


94/101



22. Major reasons for the difficulties are time consuming

and delay in receiving the product.

23. 90% of the respondents family members are satisfied

with the products purchased from departmental stores.

24. More than four fifth of the respondents are interested

in recommending departmental stores to others.

25. The study reveals that the departmental stores are

advantageous than other stores.

94


95/101



SUGGESTIONS:

Based on the findings, the following suggestions have been

recommended to improve the sales and functioning at the store.

1. As the majority of the respondents are aware of

departmental stores not through advertisement, it is suggested

that the store puts in more efforts in making the advertising

media an effective source of information in reaching the

customers at large.

2. Efforts should be made to reduce the price of certain

products like fancy items, childrens toys, etc.,

3. Steps should be formulated to make the customers

aware of the door delivery system facility provided.

4. It is suggested to the management to appoint more

number of skilled sales persons in order to attract customers.

5. It is recommended to the management to make the

billing procedure more convenient.

6. Steps should be taken to avoid waiting and arrangements

be made to park the customers vehicle without any problem.

95


96/101



7. It is suggested to the management to make the

department store account for the benefit of the customers

and the persons working at the store.

8. Steps should be taken to set up departmental stores in

different parts of the city for the easy accessibility.

96


97/101



CONCLUSION

Modern marketing is consumer oriented:

The starting point in evolution of market driven strategies in getting

know about what, where, when and how the customers are in need of

their wants. The various marketing channels are used to provide

consumers with a convenient means of obtaining the products and

services they desire one. Such retail marketing channel is the

departmental stores. The features such as product choice, display

of good and other services facility provided attract the customers

at large.

The study reveals that the customers are satisfied with the

contributors made by departmental stores and they are interested in

recommending it to other prospective customers.

97


98/101



A STUDY ON CUSTOMER SATISF ACTION TOWARDS

DEP ARTMENT AL STORED IN COIMBATORE

1. Name :

2. Age :

a) Below 20 years c) 31-40 yeas

b) 21- 30 years d)Above 40 years

3. Sex : Male / Female

4. Marital status : Married / Unmarried

5. Educational qualification

a) School level c) PG

b) Degree /Diploma d) professional

6. Occupational status

a) Student c) Employed

b) House wife d) Business

7. Monthly income of the family

a) Up to Rs.3,000 c) Rs. 6,000 to Rs.9,000

b) Rs. 3,000 to 6,000 d) Above Rs. 9,000

8. No. of members in the family

a) Up to 2 c) 4 to 6

b) 2 to 4 d) Above 6

98


99/101



9. Normally you buy products at

a) Departmental stores

b) Shops / markets

c) From sales representatives

d) Exhibition

10. Have you purchased any product from departmental stores ?

a) Yes b) No

11. Which media insist you to purchase in departmental stores ?

a) Advertisement through television

b) Advertisement through news paper

c) Advertisement through pamphlets

d) Word of mouth advertisement

12. Which departmental stores is most favorable to you ?

a) Kannan c)Subhiksha

b) Food World d)Others

13. Reason for purchasing through departmental stores.

a) Convenient d) More quality

b) Prestige e) Time saving

c) Less cost

14. How many years are you purchased from departmental stores?

a) Less than a year c) 2 to 3

b) 1 to 2 d) Above 3 years

99


100/101



15. State which type of product you purchase through departmental

stores?

a) Fruits & vegetables d) Health care product

b) Provisions & groceries e) Stationery products

c) Cosmetic product f) all the above

16. If there is any damage in the products, how will thep handle?

a) Immediate rectification c) No exchange

b) Delay in rectification d) No reaponse

17. Are they provide free door delivery service?

a) Always c) Some times

b) Often d) No

18. Are they provide parking facility?

a) Only two wheeler

b) Only four wheeler

c) Both two wheeler & four wheeler

d) No parking facility.

19. Are they provide discount & benefits?

a) Always c) Some times

b) Often d) No

20. Are they provide customer care service effectively?

a) Highly satisfied c) Fair

b) Satisfied d) Dissatisfied

100


101/101



21. Are you satisfied with the product you purchased through

Departmental stores?

a) Yes b) no

22. if no reason.

a) More cost c) High investment

b) No Bargaining d) Others

23. Is there any difficulty in buying the products through

departmental

stores?

a) Yes b) no

If yes give the reason

a) Time Consuming

b) Too much formalities

c) Delay in receiving the products

d) Others

25. Are the family members satisfied with the Departmental Stores

products?

a) Yes b) no

26 Will you recommend others to buy through Departmental Stores?

13775916 a study on customer satisfaction towards departmental stores in coimbatore

Documents