a study on customer satisfaction towards nilgiris super market

1

1.1 INTRODUCTION

Business always starts and closes with customers and hence the customers must be

treated as the King of the market. All the business enhancements, profit, status, image etc of the

organization depends on customers. Hence it is important for all the organizations to meet all the

customers’ expectations and identify that they are satisfied customer. Customer satisfaction is the

measure of how the needs and responses are collaborated and delivered to excel customer

expectation. It can only be attained if the customer has an overall good relationship with the

supplier. In today’s competitive business marketplace, customer satisfaction is an important

performance exponent and basic differentiator of business strategies. Hence, the more is

customer satisfaction; more is the business and the bonding with customer.

Customer satisfaction is a part of customer’s experience that exposes a supplier’s

behavior on customer’s expectation. It also depends on how efficiently it is managed and how

promptly services are provided. This satisfaction could be related to various business aspects like

marketing, product manufacturing, engineering, quality of products and services, responses

customer’s problems and queries, completion of project, post delivery services, complaint

management etc. Customer satisfaction is the overall essence of the impression about the

supplier by the customers. This impression which a customer makes regarding supplier is the

sum total of all the process he goes through, right from communicating supplier before doing any

marketing to post delivery options and services and managing queries or complaints post

delivery. During this process the customer comes across working environment of various

departments and the type of strategies involved in the organization. This helps the customer to

make strong opinion about the supplier which finally results in satisfaction or dissatisfaction.

Customer’s perception on supplier helps the customer choose among the supplier on basis

of money value and how well the delivered products suit all the requirements. The supplier’s

services never diminishes after the delivery as customer seeks high values post marketing

services which could help them use and customize the delivered product more efficiently. If he is

satisfied with the post marketing services then there are good chances for supplier to retain the

customers to enhance repeated purchases and make good business profits.

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It is necessarily required for an organization to interact and communicate with customers

on a regular basis to increase customer satisfaction. In these interactions and communications it

is required to learn and determine all individual customer needs and respond accordingly. Even if

the products are identical in competing markets, satisfaction provides high retention rates. For

example, shoppers and retailers are engaged with frequent shopping and credit cards to gain

customer satisfaction, many high end retailers also provide membership cards and discount

benefits on those cards so that the customer remain loyal to them.

Higher the satisfaction level, higher is the sentimental attachment of customers with the

specific brand of product and also with the supplier. This helps in making a strong and healthy

customer-supplier bonding. This bonding forces the customer to be tied up with that particular

supplier and chances of defection very less. Hence customer satisfaction is very important

panorama that every supplier should focus on to establish a renounced position in the global

market and enhance business and profit.

METHODS TO MEASURE CUSTOMER SATISFACTION

Managing customers’ satisfaction efficiently is one the biggest challenge an organization

face. The tools or methods to measure customer satisfaction needs to be defined sophisticatedly

to fulfill the desired norms. There are following methods to measure customer satisfaction:

Direct Methods: Directly contacting customers and getting their valuable feedback is very

important. Following are some of the ways by which customers could be directly tabbed: Getting

customer feedback through third party agencies.

Direct marketing, in-house call centers, complaint handling department could be treated as first

point of contact for getting customer feedback. These feedbacks are compiled to analyze

customers’ perception.

Getting customer feedback through face to face conversation or meeting.

Feedback through complaint or appreciation letter.

Direct customer feedback through surveys and questionnaires.

3

Organizations mostly employ external agencies to listen to their customers and provide

dedicated feedback to them. These feedbacks needs to be sophisticated and in structured format

so that conclusive results could be fetched out. Face to face meetings and complaint or

appreciation letter engages immediate issues. The feedback received in this is not uniformed as

different types of customers are addressed with different domains of questions. This hiders the

analysis process to be performed accurately and consistently. Hence the best way is to implement

a proper survey which consists of uniformed questionnaire to get customer feedback from well

segmented customers. The design of the prepared questionnaire is an important aspect and

should enclose all the essential factors of business. The questions asked should be in a way that

the customer is encouraged to respond in a obvious way/. These feedback could received by the

organizations can be treated as one of the best way to measure customer satisfaction.

Apart from the above methods there is another very popular direct method which is

surprise market visit. By this, information regarding different segment of products and services

provided to the customers could be obtained in an efficient manner. It becomes easy for the

supplier to know the weak and strong aspects of products and services.

Indirect Method: The major drawback of direct methods is that it turns out to be very costly and

requires a lot of pre compiled preparations to implement. For getting the valuable feedbacks the

supplier totally depends on the customer due to which they looses options and chances to take

corrective measure at correct time. Hence there are other following indirect methods of getting

feedback regarding customer satisfaction:

Customer Complaints: Customer’s complaints are the issues and problems reported by the

customer to supplier with regards to any specific product or related service. These complaints

can be classified under different segments according to the severity and department. If the

complaints under a particular segment go high in a specific period of time then the performance

of the organization is degrading in that specific area or segment. But if the complaints diminish

in a specific period of time then that means the organization is performing well and customer

satisfaction level is also higher.

Customer Loyalty: It is necessarily required for an organization to interact and communicate

with customers on a regular basis to increase customer loyalty. In these interactions and

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communications it is required to learn and determine all individual customer needs and respond

accordingly. A customer is said to be loyal if he revisits supplier on regular basis for purchases.

These loyal customers are the satisfied ones and hence they are bounded with a relationship with

the supplier. Hence by obtaining the customer loyalty index, suppliers can indirectly measure

customer satisfaction.

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1.2 COMPANY PROFILE

Nilgiris is a supermarket chain in South India. It is also one of the oldest supermarket

chains in India with origins dating back to 1905 and hence its products are sold under the brand

name of "Nilgiris 1905". Also, unlike almost all other supermarkets and grocery shops in India,

Nilgiris sells its own products among other brands.

The origin of this supermarket chain can be traced back to Muthusamy Mudaliar, who

was a mail runner for the British in colonial India. Muthusamy carried letters and cheques for the

British from Coimbatore to the hill stations of Ooty and Coonoor. As he was flooded with

requests to carry dairy products and other items, he opened a small shop in 1905, after buying the

butter business of an Englishman in Vannarpet and soon, "The Nilgiri Dairy Farm Ltd." was

established. In 1936, he moved his shop to Brigade Road, Bangalore. The Nilgiri Dairy Farm

Ltd. specialized in dairy, dairy products, bakery and chocolates. Muthusamy's son Chenniappan

expanded the company by setting up a modest store in Bangalore to sell Nilgiris' own products.

However, after Chenniappan's visit to the U.S. and Europe, this modest store was expanded into

a supermarket. Though Chenniappan was influenced by the supermarket concept in the U.S. and

Europe, he developed the Nilgiris supermarket to fit in with the local culture and set guidelines

for its growth. Soon, the Nilgiris supermarket chain spread to Coimbatore and Chennai.

In September–October 2008, Actis, a UK-based private equity investor, invested US$65 million

in the Nilgiris Group in order to strengthen the group's manufacturing and franchising operations

in South India. This investment has given Actis a controlling interest (more than 51% stake) in

the Nilgiris group.

Nilgiris is South India’s leading chain of retail stores providing consumers a shopping

experience that hinges around freshness of produce, superior quality and better value. From

humble beginnings in the hills around Ooty and Coonoor at the turn of the twentieth century,

Nilgiris has grown from being a Dairy Farm specializing in butter to a supermarket chain of over

90 stores spread across India’s southern states.

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It is the only supermarket chain that lays special emphasis on its own products, sold

under the brand name of Nilgiris 1905. With in-house capabilities centering on Bakery and Dairy

products, Nilgiris has grown to become a household name in the south with consumers spanning

successive generations.

Nilgiris is one of India’s pioneering champions of organized retail and has ushered in the

age where consumers now seek more value in their shopping experience than before. Beginning

with a single store on Brigade Road in Bangalore with butter as its mainstay, Nilgiris has

scripted a story of success with multiple stores across cities each delivering unmatched value in

terms of range and shopping experience to the consumer, offering a wide range of grocery,

general merchandise and personal care products.

With the mission of constantly improving and upgrading capacities to satisfy consumers

through a wide range of food products and service offered at the right quality, quantity and price

supported by innovative solutions, Nilgiris is all set to embrace emerging technologies and be

recognized for its integrity, customer focus and commitment to quality.

COMPANY LOGO

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1.3 NEED FOR THE STUDY

o Customer satisfaction can be interpreted as a response of the interaction between the

organization and their customer.

o Customer expectations defers from person to person. The supermarket should have

interest towards them.

o The benefit of the survey is that it gives the management an education of general levels of

satisfaction of the customers.

o To facilitate them to take best decisions.

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1.4 OBJECTIVES OF THE STUDY

o To identify the level of customer satisfaction.

o To determine the customer buying behavior

o To determine the rating of the customers towards the Nilgiris Supermarket.

o To determine how consumers suggest Nilgiris to their Neighbors, Friends/colleagues,

and others

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1.5 SCOPE OF THE STUDY

Customer satisfaction can be interpreted as a response of the interaction between the

organization and their customer. Moreover customer satisfaction cannot be restricted to the

provided services or product. There is something else that is Customer Expectation, Perception,

Taste and Preferences, Buying Behavior and Income Level with respect to customer satisfaction.

The benefit of the survey is that it gives the management an education of general levels of

satisfaction of the customers. The survey also helps in indicating the specific areas of satisfaction

or dissatisfaction in the market place. This survey can tell how a customer feels about the

supermarket and it helps diagnostic instrument for assessing customer problems.

For the supermarket a satisfied customer will gives higher productivity due to fewer

disruptions caused by changes in the economy or loosening the Loyal Customer etc.

Customer expectations defers from person to person. The supermarket assigned to a

customer should be of interest to them.

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1.6 REVIEW OF LITERATURE

Title: The relationship between employee satisfaction and customer satisfaction

Author(s): Hoseong Jeon, (Hallym University, Chuncheon, Korea), Beomjoon Choi, (California

State University, Sacramento, California, USA) (2012) "The relationship between employee

satisfaction and customer satisfaction", Journal of Services Marketing, Vol. 26 Iss: 5, pp.332 –

341.

Abstract: This study aims to examine whether the relationship between employee satisfaction

(ES) and customer satisfaction (CS) is bilateral or unilateral based on dyadic data. In addition, it

seeks to examine the role of moderating variables which have incremental impacts on this link.

Title: Effects of retail employees' behaviours on customers' service evaluation

Author(s): Chanaka Jayawardhena, Andrew M. Farrell Source: International Journal of Retail &

Distribution Management Volume: 39 Issue: 3 2011

Abstract: The purpose of this paper is to test a conceptual model of the effects of customer and

service orientation (SO) behaviours of individual retail employees on individual customers'

perceptions of service encounter quality (SEQ), service quality (SQ), value, satisfaction, and

behavioural intentions (BI).

Title: Customer satisfaction and profitability: A reappraisal of the nature of the

relationship

Author(s): Matthew C H Yeung, Lee Chew Ging and Christine T Ennew Christine T Ennew,

Nottingham University Business School, Jubilee Campus, Wollaton Road, Nottingham, NG8

1BB, UK, 18 March 2002

Abstract: Delivering customer satisfaction is at the heart of modern marketing theory. There is

growing research evidence of the beneficial effects of customer satisfaction in terms of both

behavioral outcomes such as loyalty, and performance outcomes such as profit. At the same

time, a number of commentators are questioning the value of merely satisfying customers and

focusing attention instead on the idea of customer delight. Implicit in these debates is the idea

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that the assumption of a simple linear relationship between satisfaction and relevant outcomes

may no longer be appropriate. Using data from the American Customer Satisfaction Index

(ACSI) and firm-level performance, this paper re-examines the nature of the relationship

between satisfaction and performance with the specific objective of examining the extent to

which such relationships may be non-linear. The results contradict the presumption of non-

linearity and suggest that, at least over the observed range of satisfaction scores, the assumption

of a linear relationship is acceptable.

Title: What drives customer loyalty: An analysis from the telecommunications industry

Author(s): Abod Ali Khatibi, Hishamuddin Ismail and Venu Thyagarajan Abod Ali Khatibi,

Faculty of Management, Multimedia University, 63100, Cyberjaya, Malaysia, 15 February 2002

Abstract: In today's globalised and borderless market, quality and productivity are essential for

the survival and growth of any organisation. Both these factors depend mainly on the attraction

and retention of customers. Thus the customer is the main focus for any successful business.

Business success depends on organisations understanding and meeting customers' needs and

demands. Earlier researchers have argued that a high degree of customer satisfaction does not

always translate into loyalty. This study analyses the factors that contribute to customer

satisfaction, particularly in the service sector. It focuses on the Digital line II Service offered by

Telekom Malaysia Berhad (TMB) — the main telecommunications service provider in Malaysia.

The SERVQUAL tools advocated by Parasuraman and others are used to measure the current

level of service quality and satisfaction in the Digital line II Service by using a 16-item testing

toll. The study reveals that there is a significant relationship between customer satisfaction and

the implementation of service quality. The findings also suggest that the reliability dimension of

SERVQUAL consists of three elements, namely a fault-reporting centre, response time and

restoration time which have a strong correlation with customer satisfaction. The findings also

confirm that a high level of customer satisfaction is not translated into customer loyalty.

Empirical testing (independent t-test, analysis of variance and correlation coefficient), however,

identifies the four service quality factors that are significantly correlated with customer loyalty.

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1.7 RESEARCH METHODOLOGY

MEANING OF RESEARCH:

Research is common parlance refers to a search for knowledge. The manipulation of things , concepts or

symbols for the purpose of generalizing to extend, correct or verify, knowledge aids in construction of

theory or in the practice of an art. Research is an academic activity and as such the term should be used in

a technical sense.

According to CLIFFORD WOODY research comprises defining and redefining problems, formulating

hypothesis or suggested solutions; collecting organizing and reaching conclusions; and at last carefully

testing the conclusions to determine whether they fit the formulating hypothesis.

AIM OF THE RESEARCH:

Aim of the research is to find customer satisfaction level in the nilgiris supermarket and helps to examine

the opinion, attitude, life of the people

RESEARCH DESIGN CONSISTS OF:

The means of obtaining information.

The availability and skills of the researchers and his staff, if any.

The nature of the problem to be studied and

The availability of time and money for the research work.

AREA OF STUDY:

The study was conducted in the nilgiris supermarket, Annanager west.

PERIOD OF STUDY:

July 3rd 2012 – august 3rd 2012, was the study and the data were collected pertaining to that period.

TYPES OF RESEARCH DESIGN:

Descriptive research design is used for this study. It is a fact finding approach related to the

current situation and deals with determining frequency with which something occurs.

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DATA COLLECTION TECHNIQUES:

After identifying and defining the research problem and determining specific information required in

solving the problems, the next step is to look for the type and source of data that may yield the desire

results.

There are mainly two types of data that a researcher can collect, one is the primary data and the other is

the secondary data.

Primary data:

The primary data are those which are collected a fresh and for the first time, and thus happened to be

original in character.

1. Collection of data through questionnaires:

This method of data collection is quite popular. It is being adopted by private individual research worker,

etc. in this method Questionnaires were distributed to the employees.

2. Secondary data:

To supplement the primary data, secondary data was required. This was obtained from company records,

articles in magazines and other books related to the subject matter.

STATISTICAL TOOL:

The collected data were classified tabulated, and analyzed with some of the statistical tools like.

1. Percentage method

2. Chi-square method

1. Percentage method:

Percentage method is an analysis which is derived from the statistical technique for finding the average of

collected data/information. This techniques is used to draw the bar diagram, histogram, pie-chart etc. This

helps to pin point the percentage of collected data’s.

Percentage= (no of respondents/ total number of respondents)* 100

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1.8 LIMITATIONS

o The study was purely based on drive-in customers only.

o The survey had the core constraints of time.

o The customers have been too busy to provide information as the data has been collected

during busy hours.

o The study has been restricted to Nilgiris Supermarket, Annanagar branch only.

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DATA ANALYSIS AND INTERPRETATION

AGE OF THE CUSTOMERS.

2.1.1 Table showing Age of the customers.

2.1.1 Chart Showing Age of the Customers

below 25 25-35 36-45 46-55 56- above0

5

10

15

20

25

30

35

40

percentage

percentage

Inference:

36.2% of the respondents are aged between 36-45, 8% of the respondents are below 25

GENDER OF THE CUSTOMER

AGE NO OF RESPONDENT PERCENTAGE

BELOW 25 9 7.6

25-35 28 26.7

36-45 38 36.2

46-55 19 18.1

56- ABOVE 12 11.4

TOTAL 106 100

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2.1.2 Table showing Gender of the Customers

GENDERNO OF RESPONDENTS PERCENTAGE

MEN 43 41

WOMEN 63 59

TOTAL 106 100

2.1.2 Chart showing Gender of the Customers

Government Private0

2

4

6

8

10

12

14

16

18

20

no of respondents

no of respondents

Inference:

59% of the respondents are Female, 41% of the respondents are Male.

OCCUPATION OF THE CUSTOMERS

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2.1.3 Table showing Occupation of the Customers

OCCUPATIONNO OF RESPONDENTS PERCENTAGE

GOVERNMENT 18 17PRIVATE 9 9BUSINESS 12 12STUDENT 24 23HOUSEWIFE 42 40TOTAL 106 100

2.1.3 Chart showing Occupation of the Customers

Government Private Business Student Housewife0

5

10

15

20

25

30

35

40

45

no of respondents

no of respondents

Inference:

39.6% of the respondents are Housewife’s, 17% of respondents are Government employee

EDUCATION LEVEL OF CUSTOMERS

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2.1.4 Table showing education level of customers

ATTRIBUTENO OF RESPONDENTS PERCENTAGE

SCHOOLING/ DIPLOMA 14 13

UG 27 25

PG 65 62

TOTAL 106 100

2.1.4 Chart showing education level of customers

Schooling/ Diploma ug pg0

10

20

30

40

50

60

70

Respondant

Respondant

Inference:

65 respondents have completed PG. 14 respondents completed schooling/ diploma.

Salary level of customers

2.1.5 Table showing Salary level of customers

20


BELOW 2LKHS 12 11

2-4LKHS 22 21

4-6LKHS 14 13

ABOVE 6LKHS 58 55

TOTAL 106 100

2.1.5 Chart showing Salary level of customers

below 2lkhs 2-4lkhs 4-6lkhs above 6lkhs total0

20

40

60

80

100

120

Respondant

Respondant

respondants

sala

ry le

vel

Inference:

58 respondents are earning income above 6 lakhs per year. 12 respondents earning below 2 lakhs per year.

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SATISFACTION LEVEL OF THE CUSTOMERS TOWARDS PRODUCTS

2.1.6 Table showing satisfaction level of the Customers towards Price of the Goods


HIGHLY SATISFIED 45 42.4

SATISFIED 38 35.8

NEUTRAL 20 18.8

DIS SATISFIED 2 1.8HIGHLY DIS SATISFIED 1 0.9

TOTAL 106 100

2.1.6 Chart showing satisfaction level of the Customers towards Price of the Goods

Highly satisfied Satisfied Neutral Dis Satisfied Highly diasatisfied0

5

10

15

20

25

30

35

40

45

50

Respondents

Inference

42.4% of Respondents have told that the price of the goods are satisfied

22

2.1.7 Table showing satisfaction level of the Customers towards Range of Brands



SATISFIED 33 31.132

NEUTRAL 15 14.15

DIS SATISFIED 0 0HIGHLY DIS SATISFIED 0 0

TOTAL 106 100

2.1.7 Chart showing satisfaction level of the Customers towards Range of Brands


5

10

15

20

25

30

35

40

45

50

Respondents

Inference

54.7% of Respondents have told that the Range of Goods is Satisfied

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2.1.8 Table showing satisfaction level of the Customers towards Brand Name



SATISFIED 20 18.86792453

NEUTRAL 3 2.830188679


TOTAL 106 100

2.1.8 Chart showing satisfaction level of the Customers towards Brand Name


10

20

30

40

50

60

70

80

90

Respondents

Inference

75.4% of Respondents have told that the Brand Name is satisfied

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2.1.9 Table showing satisfaction level of the Customers towards Quality



SATISFIED 36 33.96226415

NEUTRAL 22 20.75471698

DIS SATISFIED 0 0HIGHLY DIS SATISFIED 2 1.886792453

TOTAL 106 100

2.1.9 Chart showing satisfaction level of the Customers towards Quality


10

20

30

40

50

60

70

Respondents

Inference

43.3% of Respondents have told that the Quality is satisfied

25

2.1.10 Table showing satisfaction level of the Customers towards Arrangement



SATISFIED 31 29.24528302

NEUTRAL 22 20.75471698


TOTAL 106 100

2.1.10 Chart showing satisfaction level of the Customers towards Arrangement


10

20

30

40

50

60

70

80

90

Respondents

Inference

21% of Respondents have told that the Arrangement is satisfied

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2.1.11 Table showing satisfaction level of the Customers towards Exchange



SATISFIED 32 30.18867925

NEUTRAL 9 8.490566038

DIS SATISFIED 10 9.433962264HIGHLY DIS SATISFIED 0 0

TOTAL 106 100

2.1.11 Chart showing satisfaction level of the Customers towards Exchange


10

20

30

40

50

60

Respondents

Inference

51.8% of Respondents have told that the Exchange is satisfied

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2.1.12 Table showing satisfaction level of the Customers towards Lighting



SATISFIED 32 30.18867925

NEUTRAL 9 8.490566038


TOTAL 106 100

2.1.12 Chart showing satisfaction level of the Customers towards Lighting


5

10

15

20

25

30

35

40

45

50

Respondents

Inference

51.8% of Respondents have told that the Lighting is satisfied

28

2.1.13 Table showing satisfaction level of the Customers towards Availability of Trolley



SATISFIED 36 33.96226415

NEUTRAL 22 20.75471698


TOTAL 106 100

2.1.13 Chart showing satisfaction level of the Customers towards Availability of Trolley


5

10

15

20

25

30

35

40

45

50

Respondents

Inference

43.4% of Respondents have told that the Facility of Trolley is satisfied

29

2.1.14 Table showing satisfaction level of the Customers towards Parking Facility



SATISFIED 33 31.13207547

NEUTRAL 15 14.1509434


TOTAL 106 100

2.1.14 Chart showing satisfaction level of the Customers towards Parking Facility


10

20

30

40

50

60

70

80

90

Respondents

Inference

54.7% of Respondents have told that the Parking Facility is satisfied

30

2.1.15 Table showing satisfaction level of the Customers towards Maintenance & Cleaning



SATISFIED 55 51.88679245

NEUTRAL 10 9.433962264


TOTAL 106 100

2.1.15 Chart showing satisfaction level of the Customers towards Maintenance & Cleaning


10

20

30

40

50

60

70

Respondents

Inference

30% of Respondents have told that the Maintenance and Cleaning is satisfied

31

2.1.16 Table showing satisfaction level of the Customers towards Spacing inside shop



SATISFIED 16 15.09433962

NEUTRAL 55 51.88679245


TOTAL 106 100

2.1.16 Chart showing satisfaction level of the Customers towards Spacing inside shop


10

20

30

40

50

60

70

80

90

Respondents

Inference

33% of Respondents have told that the Spacing inside shop is satisfied

32

2.1.17 Table showing satisfaction level of the Customers towards Credit Facility


HIGHLY SATISFIED 0 0

SATISFIED 0 0

NEUTRAL 7 6.603773585


TOTAL 106 100

2.1.17 Chart showing satisfaction level of the Customers towards Credit Facility


10

20

30

40

50

60

Respondents

Inference

75.4% of Respondents have told that the Brand Name is satisfied

33

2.1.18 Table showing satisfaction level of the Customers towards Courtesy of staff



SATISFIED 38 35.8490566

NEUTRAL 20 18.86792453

DIS SATISFIED 2 1.886792453

HIGHLY DIS SATISFIED 1 0.943396226

TOTAL 106 100

2.1.18 Chart showing satisfaction level of the Customers towards Courtesy of staff


5

10

15

20

25

30

35

40

45

50

Respondents

Inference

42% of Respondents have told that the Courtesy of staff is satisfied

34

2.1.19 Table showing satisfaction level of the Customers towards Efficiency of staff



SATISFIED 25 23.58490566

NEUTRAL 15 14.1509434


TOTAL 106 100

2.1.19 Chart showing satisfaction level of the Customers towards Efficiency of staff


5

10

15

20

25

30

35

40

45

50

Respondents

Inference

43% of Respondents have told that the Efficiency of staff is satisfied

35

2.1.20 Table showing satisfaction level of the Customers towards Home delivery



SATISFIED 21 19.81132075

NEUTRAL 2 1.886792453


TOTAL 106 100

2.1.20 Chart showing satisfaction level of the Customers towards Home delivery


10

20

30

40

50

60

70

80

90

Respondents

Inference

78.3% of Respondents have told that the Home delivery is satisfied

36

2.1.21 Table showing satisfaction level of the Customers towards Number of Counters



SATISFIED 28 26.41509434

NEUTRAL 13 12.26415094


TOTAL 106 100

2.1.21 Chart showing satisfaction level of the Customers towards Number of Counters


10

20

30

40

50

60

70

Respondents

Inference

59.4% of Respondents have told that the Number of Counters is satisfied

37

2.1.22 Table showing satisfaction level of the Customers towards Grievances handling



SATISFIED 20 18.86792453

NEUTRAL 5 4.716981132


TOTAL 106 100

2.1.22 Chart showing satisfaction level of the Customers towards Grievances handling


10

20

30

40

50

60

70

80

90

Respondents

Inference

75.4% of Respondents have told that the Grievances Handling is satisfied

38

2.1.23 Table showing satisfaction level of the Customers towards Packing



SATISFIED 26 24.52830189

NEUTRAL 8 7.547169811


TOTAL 106 100

2.1.23 Chart showing satisfaction level of the Customers towards Packing


10

20

30

40

50

60

Respondents

Inference

50.9% of Respondents have told that the Packing is satisfied.

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THE LEVEL OF CUSTOMERS SUGGESTS NILGIRIES TO THEIR NEIGHBORS,

FRIENDS/COLLEAGUES, AND OTHERS.

2.1.24 Table showing the level of customers Suggests Nilgiries to their Neighbors,

Friends/colleagues, and others.


EXCELLENT 63 59.43396226

GOOD 28 26.41509434

BETTER 12 11.32075472

POOR 2 1.886792453

WORST 1 0.943396226

TOTAL 106 100

2.1.24 Chart showing the level of customers Suggests Nilgiries to their Neighbors,

Friends/colleagues, and others.

Excellent Good Better Poor Worst0

10

20

30

40

50

60

70

Respondants

Respondants

Inference:

63% of respondents are representing nilgiris as Excellent. And only .9% of the people respondent

worst.

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RATINGS FOR MARKETING STRATEGY ADOPTED BY NILGIRIS SUPERMARKET.

2.1.25 Table showing Ratings for marketing strategy adopted by Nilgiris Supermarket.


1 3 2.830188679

2 4 3.773584906

3 9 8.490566038

4 24 22.64150943

5 66 62.26415094

TOTAL 106 100

2.1.25 Chart showing Ratings for marketing strategy adopted by Nilgiris Supermarket.

1 2 3 4 50

10

20

30

40

50

60

70

3 4 924

66

Rate the marketing strategy adopted by Nilgiris Supermarket.

Respondants

Rating Stars

Resp

onda

nts

Inference:

66 respondents have given 5 point rating for the marketing strategy adopted by them.

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HOW OFTEN CUSTOMER VISITS FOR PURCHASE.

2.1.26 Table showing how often Customer visits for purchase.


Daily 12 11.32075472

Twice a Week 14 13.20754717

Weekly 28 26.41509434

Fortnightly 22 20.75471698

Monthly 30 28.30188679

TOTAL 106 100

2.1.26 Chart showing how often Customer visits for purchase.

Daily Twice a Week Weekly Fortnightly Monthly0

5

10

15

20

25

30

35

Respondant

Respondant

Inference:

Only 12 respondents are purchasing on Daily Basis. 30 respondents are purchasing Monthly basis.

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FINDINGS

o 36.2% of the respondents are aged between 36-45

o 59% of the respondents are Female

o 39.6% of the respondents are Housewife’s

o 65 respondents have completed PG

o 58 respondents are earning income above 6 lakhs per year.

o 80 respondents are more satisfied about the Nilgiris provides various Brand

o Only 54 respondents are satisfied with the arrangements

o Only 12 respondents are purchasing on Daily Basis.

o 99 respondents are not satisfied with the credit facility

o Customers are satisfied with the service factors in relation with workers.

o 63% of respondents are representing nilgiris as Excellent.

o 66 respondents have given 5 point rating for the marketing strategy adopted by them.

o 42.4% of Respondents have told that the prices of the goods are satisfied.

o 54.7% of Respondents have told that the Range of Goods is satisfied.

o 75.4% of Respondents have told that the Brand Name is satisfied.

o 43.3% of Respondents have told that the Quality is satisfied.

o 21% of Respondents have told that the Arrangement is satisfied.

o 51.8% of Respondents have told that the Exchange is satisfied.

o 51.8% of Respondents have told that the Lighting is satisfied.

o 43.4% of Respondents have told that the Facility of Trolley is satisfied.

o 54.7% of Respondents have told that the Parking Facility is satisfied.

o 30% of Respondents have told that the Maintenance and Cleaning is satisfied.

o 33% of Respondents have told that the Spacing inside shop is satisfied.

o 75.4% of Respondents have told that the Brand Name is satisfied.

o 42% of Respondents have told that the Courtesy of staff is satisfied.

o 43% of Respondents have told that the Efficiency of staff is satisfied.

o 78.3% of Respondents have told that the Home delivery is satisfied.

o 59.4% of Respondents have told that the Number of Counters is satisfied.

43

o 75.4% of Respondents have told that the Grievances Handling is satisfied.

o 50.9% of Respondents have told that the Packing is satisfied.

SUGGESTION

o Some of the customer feels spacing is not so good the products has to be arranged in a

convenient way and good space given for the arrangement and help the customers to

purchase freely.

o Some customer feel the cleanliness should be good. It has to be taken care by often

cleaning service.

o Only 62% of customer had rated 5 among 106 and 59% customers had given that they

will suggest Nilgiris as Excellent to their Neighbors, Friends/colleagues, and others. So

they have to know their need and satisfy accordingly through conducting various

customer satisfactions finding tool like survey and direct interview.

44

CONCLUSION

Now a day it is not easy to sustain in the market only with the brand name, because

customers expects more benefits for which they pay. This project will help the company to fix

new strategies and compete with the competitors. Also the suggestions will help the organization

to attract more customers and improve their business.

This project is aimed to analyze the effectiveness of customer service used by the

organization. Most of the respondents prefer Nilgiris Supermarket because of its service quality.

Most of the respondents are satisfied with the Nilgiris supermarket offers.

The organization has got loyal customers and it helps in positive word of mouth about the

company which is proved as most of the customers will recommend others to visit Nilgiris

supermarket. Discounts are the attractive offers for many customers and so the company should

work on it to offer more discounts.

a study on customer satisfaction towards nilgiris super market

Documents

spacing inside

nilgiri dairy

marketing

customer expectations

customers

measure customer

individual

home delivery