NAME : PATEL HORMAZ DALI

: Purohit Rudri C

ADDRESS : SHIRIN MEHER,

TAROTA BAZAR,

LASHKARI WAD

Navsari – 396445

E-MAIL : patelhormaz@yahoo.com

Mob : 09879689651

Topic : Survey on Customer Satisfaction of ‘Vishal Mart’

INTRODUCTION :

Customer satisfaction is a business term which is used to capture the idea of

measuring how satisfied an enterprise's customers are with the organization’s efforts

in a marketplace. Customer satisfaction is an ambiguous and abstract concept and the

actual manifestation of the state of satisfaction will vary from person to person. The

state of satisfaction depends on a number of both psychological and physical

variables. The level of satisfaction can also vary depending on other options the

customer may have and other products against which the customer can compare the

organization's products.

Research Objectives

Objectives of my research study are as below: -

1. The main objective is to measure the awareness of Vishal Mart.

2. The objective of research is to study the satisfaction of the customer from point

of view of various attributes in Vishal Mart at Surat.

3. To know the profile of the visitors at Vishal Mart in SURAT so that the

management can concentrate their effort on that particular age group.

4. To know the acceptability and effect of various schemes on visitors at Vishal

Mart in SURAT.

5. To know the satisfaction of various services provided to customers by Vishal

Mart.

RESEARCH METHODOLOGY:

Research Process

1) Problem Identification:

1. A number of people of Surat are not aware about

Vishal Mart.

2. Some part of customer is not satisfied with different

service aspects of Vishal Mart.

3. Vishal Mart’s outlet in Surat is very far away from

most of the public places.

4. Price of Vishal Mart’s product is very high.

2) RESEARCH DESIGN: Exploratory

3) Data Collection and Sampling:-

a) Sources of Data Collection: Primary data

b) Data collection Tools : Questionnaire

c) Contact Method: customers were contacted by personal interview and requested

them to fill up the questionnaire.

d) Sampling Plan:

Who is to be surveyed: youngsters, businessmen and educated housewives

Sampling type: Simple random sampling

e) Sample Size : 250

f) Sampling Area: Field Survey

4) Data Analyze and Interpretation: Charts, Tables

QUESTIONNAIRE

Q - 1 Have you ever visited Vishal Mart before today?

Purpose: The major purpose of this question is to measure the reliability of the

data. As the consumers have visited at least once the store, they can

reveal better perception about store and services.

Result:

Answers Respondent Percentage

Yes 196 85

No 35 15

From the above graph we can clearly see that 85 % of visitors have visited Vishal Mart

more than one time.

Q – 2 If yes then how many times you visit Vishal Mart in a month?

Purpose: The major purpose of this question is to know consumer attitude in terms of frequency of visit to the store in a month which is helpful to know their buying.

Result:

No of Visit in a Month Respondents Percentage

Less than 2 times 104 51

2 to 5 times 57 28

5 to 8 times 29 14

More than 8 times 14 7

From the above table, it is observed that 51% people prefer to visit the store ones a month. The data also reveal that 28% people prefer to visit the store for shopping 2 to 5 times a month, 14% people prefer to visit 5 to 8 times a month and 7% people prefer to visit the store more than four times a month.

Q – 3 which age group you belong to?

Purpose: The purpose behind this question was to know the age profile of the visitors

Vishal Mart stores.

Result:

Age No of Respondents Percentage

Under 20 20 10

20-35 81 40

35-50 79 40

Above 50 20 10

From the graph we can see that 80 % of people are from young generation who visit

Vishal Mart. So Vishal Mart should emphasize more on young generation taste and

preference.

Q – 4 which kind of products you purchase from Vishal Mart? (More than one option is acceptable)

Result:

Item Respondents Percentage

Food & Grocery 116 15

Home Appliances 85 11

Luggage 69 9

Garments 129 18

Gift / Articles / Toys 36 5

Steel Utensils 24 3

Deodrant /Watches 26 3

Crockery 22 3

Plastics / Household 8 1

Shampoos 86 11

Soaps 89 12

Chocolates 46 6

Home linen 23 3

Q – 5 If you visited Vishal Mart before and if you are not satisfy, what Are the reason (More than 1 reason is acceptable)

Result:

Reason Respondents Percentage

Lack of Variety 0 0

Higher Price 3 11

Out of city 24 89

Lack of awareness 0 0

Q – 6 What is your opinion about the overall quality of goods you receive from Vishal Mart store?

Purpose: The purpose of this question is to know about the quality of goods and services provided by Vishal Mart. So if customer has any type of complain about any product, either they can provide replacement to that customer or they can provide extra care towards those products especially in FMCG.

Result:

Rating Respondent Percentage

Very good 103 51

Good 77 39

Average 19 10

Below Avg 0 0

Poor 0 0

From the graph we can conclude that 51% of respondents believe that the quality of goods is very good. At the same time 39 % of respondents believe that it is good. So we can conclude that the quality of goods is really good.

Q – 7 what is your opinion about overall sales staff service

Result:

Rating Respondent Percentage

Very good 108 54

Good 71 36

Average 18 9

Below Avg 0 0

Poor 2 1

Q – 8 Rate our staff on the basis of co – cooperativeness and Information availability. (1 is excellent, 5 is poor)

Purpose: The purpose of this question is to know about whether the staff of Vishal Mart is co-operative and are able to provide the information about various schemes and product or not.

Result:

Rating Respondent Percentage

Excellent 156 78

Good 29 14

Average 15 7

Below Avg. 0 0

Poor 2 1

From the graph we can conclude that 78% of respondents believe that the staff is really co-operative. And they have knowledge about various schemes and products of Vishal Mart.

Question-8

78%

14%7%

0%

1%

Very good

Good

Average

Below Average

Poor

Q – 9 Are you aware about various schemes of Vishal Mart on regular Basis?

Purpose: The purpose of this question is to know whether the Surat people are aware about various schemes that Vishal Mart launches at regular basis. It will also help Vishal Mart to know whether they need to do more advertisement to make people aware about schemes or not.

Result:

Answers Respondent Percentage

Yes 95 46

No 113 54

From the graph we can conclude that 54% of respondents are not aware about various schemes that Vishal Mart launches at regular interval. So Vishal Mart must increase the advertisement sources to make people aware and to earn more profit.

Question-9

89

113

Yes

No

Q - 11 Do you like the dress code of Vishal Mart?

Purpose: The purpose of this question is to know what people think about the dress code that Vishal Mart has. Dress code is one of the most important factors to create the image.

Result:

Answers Respondent Percentage

Yes 138 68

No 65 32

Here we can see that 32% of respondents believe that Vishal Mart must change the Dress code as to make themselves more strong in this competitive world.

Q – 12 Are you comfortable with the billing system of Vishal Mart?

Purpose: The purpose of this scheme is to know whether customer are satisfied with the billing system or not. So from the response Vishal Mart can know that if there is a need to open an extra counter or not .

Result:

Around 95% of respondents believe that they are comfortable with the billing system of Vishal Mart .

Answer Respondent Percentage

Yes 195 95

No 10 5

Q – 14 Will you accept below if Vishal Mart will come with

Result:

Q - 15 IF Any Suggestion from Your Side to Make Us More Developed Please Mention BelowResult:

The frequent suggestion came from the respondents are:

Vishal Mart must change the dress code as dress code doesn’t suit to the staff. There must be disciplined dress like sari for female staff and sober dress for male staff in place of apron.

The staff must be educated and smart and some of them must aware about all the basic languages.

There should be a public telephone service in the mall.

Branded items must available in Vishal Mart especially in Garments. So that consumer having more variety available.

Vishal Mart hyper market should open earlier than it normally does.

There must be an arrangement of open air restaurant on the terrace.

Findings and Conclusion:

The main selling area of Vishal Mart is Food and Garments. And 90 % respondents believe that Vishal Mart is having good quality of goods. But at the same time Vishal Mart lags in variety of garments and also branded garments are not available in Vishal Mart.

90 % respondents believe that the staff is co –operative and service provided by the staff is very good. As staff is also aware about all the schemes that Vishal Mart provide and also able to provide information’s to the customers.

56 % of customer is not aware about the schemes that Vishal Mart provides to the customers. So Vishal Mart must increase the sources of advertise and make more people aware, so it is beneficial to both Vishal Mart and consumer too.

32 % of respondents believe that the dress code of Vishal Mart is not up to the mark.

More than 90 % respondents believe that the billing system and security system of Vishal Mart is very good.

15 % of respondents visit Vishal Mart first time, and 89 % of them are out of Surat.

Among all the schemes the scheme of buy two and get one free on Garment and 100 Rs. Off on the purchase of 999 are more popular. So Vishal Mart must introduce these types of schemes on regular basis.

From this research study I have found that 40% respondents out of total sample study lie in the 20 to 35 age group. Therefore we can conclude that majority of the young consumers age group have a preference to come to Vishal Mart.

It is found that consumer attitude towards frequency of visit seems that 28% of majority consumers prefer to visit the store twice a month. It is found that the middle class that is 11000 to 20000 Rs. monthly household income groups is having maximum preference to come to Vishal Mart twice a month

Recommendation

It is recommended that Vishal Mart hypermarket should target various schemes, offers, loyalty programmers to the 20 to 35 age group and especially female consumer who posses the highest buying power in any household, because these consumers group have greater potentiality of being customer. If company treat this population very specially and knowledgeably they are likely to develop into loyal customers of the Vishal Mart Hypermarket.

It is recommend from the consumer have favorable attitude towards the various schemes that are been introduced in Vishal Mart. The company should introduce the various schemes for every 15 days because majority of people attitude towards visit to store seems for twice a month.

From the research study it is recommend that the company should make its marketing campaigning and advertising more aggressively and on a full fledged basis. Company should try to increase word of mouth advertisement with the help organizing various Vishal Mart’s event and exhibition and building up the image of the store.

Consumers most prefer to buy food items, grocery and oil ghee from the Vishal Mart store. It is suggested that the company should adopt aggressive marketing campaigning and advertising during times of seasonal bulk items like wheat, oil, ghee, spices etc. and provide fair discounts on bulk purchase.

From the consumer perception evaluation of the store and services it is recommend that Store should maintain the quality level in each categories of product.

As the population data from the study reveals that majority of consumers visit to Vishal Mart are middle income level classes that are their household income lies among 5000 to 20000 every month they tend to be very pricing conscious consumers. Thus From the study it is also suggested that store should maintain the economical and at least market rate prices in each categories of product.

Store should come up with the new and differentiated ways of advertising for scheme awareness among consumers through telecalling, various events, exhibition, etc. because in competitive market, to sustain the company, Vishal Mart can differentiated its retail store on the basis of schemes, personalize services and store display & designs with the help of competitive advertisements, it can easily give strong competition to the others which are not presently having the large infrastructure. So company must take an advantage of comparative advertisement and try to make strong long term bonds with the consumers.

From the study it is also suggested that company should aggressively promote its saving zone concept by increasing their advertising through various media. Because saving zone concept in comparison to other shop it has potential to capture customer attention.

Vishal Mart must change the dress code as dress code doesn’t suit to the staff. There must be disciplined dress like sari for female staff and sober dress for male staff in place of apron.

The staff must be educated and smart and some of them must aware about all the basic languages.

BIBLIOGRAPHY

1. Books

1) Michael Levy & Barton A Weitz, 5th Ed,“RETAILING MANAGEMENT” Tata McGraw-Hill Publication Company Limited, NEW DELHI.

2) Donald R. Cooper & Pamela S. Schindler, 3rd Ed, “Business Research Methodology” Tata McGraw-Hill Publication Company Limited, NEW DELHI.

3) Philip Kotler & Kevin Keller, 12th Ed. “Marketing Management” Pearson education, Inc. and Kindersley Publication Inc

Websites

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