Customer Satisfaction in Retail

An IMAGES – IRIS Study

DUMMY REPORT – CATEGORY FOOD SERVICES STORES
 Sample Size & Methodology
 Sample Size :
 The Total Sample Size was 3500+ Interviews across various retail
categories

 Methodology:
 Exit interviews were conducted outside the Retail stores across
different formats in metro cities to measure the satisfaction level
amongst shoppers
 The respondents spent at least 15 minutes inside the particular store
for which interview was conducted
 A mix of ages , gender and the SEC profile was covered
 List of Retailers Covered in the study
Hypermarket Department Food & Leisure Beauty & Food Multiplex Fashion & Home Consumer
Store Grocery Wellness Services Lifestyle Interiors Durables

Big Bazaar Lifestyle Food Landmark VLCC Café coffee PVR Benetton Home E Zone
Bazaar day Center
Spencer’s Westside Relianc Odyssey Kaya Skin Mc Big Levis Home Croma
Hypermarket e Fresh Clinic Donald's Cinemas Town

More Shoppers Spencer Crossword New U Barista INOX Bata @Home Reliance
Megamart Stop ’s Digital
Reliance Mart Central More Planet M The Body Mainland Fame Titan Next
Shop China Cinemas
Hyper City Reliance Archies Lakme Pizza Hut Fun Reebok
Trends Beauty Cinemas
Salon
Star Bazaar Pantaloons Reliance Dominoz Cinemax Van Heusen
Time Out
Globus KFC Louis
Philippe

Yo China Nike
Addidas
Tansishq
Wills
Lifestyle
 Definitions
 Customer Satisfaction Index: This is the overall Satisfaction rating for the retailers that covers all the
key players individual performances on the Satisfaction scale

 Commitment Matrix: It means the customers commitment towards the retailer in terms of repeat
visits and recommendation to others .The segmentation of various types of customers based on the
matrix includes
 Entrenched: High on Satisfaction and Loyalty
 Flirters: High on satisfaction but low on loyalty
 Hostages :High on loyalty but low on satisfaction
 Risky: Low on both satisfaction and loyalty

 Action Matrix :This matrix highlights the aspects which could to be actioned on priority and aspects
which can be leveraged i.e. it provides an underpinning for all customer satisfaction and improvement
efforts by identifying the main action areas in the service mix elements.
 Explicit Importance: These are the factors which are fully revealed or expressed without
vagueness
 Implicit Importance: These are the factors which are hidden or remain unexpressed

 Purchase Triggers :It is an internal state that drives people to identify and buy products or services

 Purchase Barriers : It is an internal state that prevent people to buy products or service
 CSI INDEX – “Category”
“HYPOTHETICAL DATA” CSI INDEX
Retailer E 5.8

Retailer D 6.6

Retailer C 5.6

Retailer B 6.4

Retailer A 7

All 6.4

1 2 3 4 5 6 7 8 9 10

KEY TAKEOUTS
People Who Made the Purchase in this Visit

“HYPOTHETICAL DATA”
90

76
72
69

56

30

All Retailer A Retailer B Retailer C Retailer D Retailer E

KEY TAKEOUTS
 Commitment Matrix- “Category”
“HYPOTHETICAL DATA”
16
21 22 25
33 3
40
7
7
0 20
41
10
50
45
35 52

36

40

22 22 23
14 16

ALL Retailer A Retailer B Retailer C Retailer D Retailer E

Entrenched Hostages Flirters Risky

KEY TAKEOUTS
 Drivers to Satisfaction Index - “Category”
“HYPOTHETICAL DATA”
H Must Haves
50
Hygiene
Quality of products
45

40

35 Ease of finding and trying

products
value for money
30
Accessibility of the store
Staff Assistance
25 L
Explicit Importance

H
20 Merchandise Width Merchandise Depth
Knowledge levels of staff
15
Display & Décor
Store Location
Competitive Pricing
10
Promotions
5
Low Importance L
0 Hidden Motivators
0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0
Implicit Importance
KEY TAKEOUTS
 Retail mix -
“HYPOTHETICAL DATA”
Action Matrix - “Category”
100
H L
99
90
90 85 84 83 84 85 83 81
80 75 75

70 65
Satisfaction with the Store

60

50
37 37
40 34 34 32 32 30 29 27
30 23
20
20 14

10

0 H L

Top box Top 2 Box

Explicit Importance
KEY TAKEOUTS
 Perceptions - Action Matrix
“HYPOTHETICAL DATA”
H L
100 99
88
90 85 84 85
81 81
80 75

70
Association with the Store

60

50
38
40 36 36
30 31
30
20 19
20
10
10

0
Comfortable Good One stop Store Status Shopping Value for Good Good
L
H & relaxed Shopping store Convienence Money Promotional Products
store experience offers
Top Box Relevance Top 2 Box

KEY TAKEOUTS
 Purchase Triggers
“HYPOTHETICAL DATA”

I looked through several products / varieties and then bought this one 50

I checked and compared prices 50

I chose a product I'd seen advertised recently 39

I was in a rush so I grabbed the product almost at random 31

The product I really wanted wasn't available, so I bought this one 30

I bought the product that my family / friends had recommended 29

I bought the product on a promotion 26

I checked several and bought the one which looked the best value for
24
money
I saw a new product that looked interesting, so I decided to try it 19

I got the one that my family / friends accompanying me recommended 15

I chose the product from a special display stand (not the regular aisle) 5

I got the one that the salesperson recommended 2

0 10 20 30 40 50 60

In %
KEY TAKEOUTS
 Purchase Barriers
“HYPOTHETICAL DATA”

Did not find what I was looking for / Could not find the items of
49
interest

Products did not seem of good quality 41

Found the products expensive / prices high 40

Did not like the overall ambience inside the store 36

Less variety/range to choose from 31

This is not my usual store / brand, was just browsing 30

The way the products were displayed was not good 28

The promotions / discounts / offers were not appealing 26

Did not find the staff helpful / could not get help 13

Time taken for billing was long / Billing queue was long 1

0 10 20 30 40 50 60

In %
KEY TAKEOUTS
Demographic Profiling
 Lifestage
“HYPOTHETICAL DATA”

All Retailer A Retailer B Retailer C Retailer D Retailer E

Base: All Respondents 300 60 60 60 60 60

Single 45 73 41 54 27 62
Married 55 23 59 44 73 38
Age
Upto 18 years 4 0 3 5 0 3
'19-25 years 32 20 28 25 35 23
'26-40 years 57 77 60 65 48 67
'41-60 years 8 3 9 5 17 7
61+ years 0 0 0 0 0 0
Durables Ownership
none out of 10 11 22 3 7 0 7
any 1,2 out of 10 38 48 23 42 30 46
3-4 out of 10 37 25 47 40 37 36
5-6 out of 10 14 5 25 12 23 11
7-9 out of 10 1 0 2 0 10 0

KEY TAKEOUTS
 Richness Profile
“HYPOTHETICAL DATA”

All Retailer A Retailer B Retailer C Retailer D Retailer E

Base: All Respondents 300 60 60 60 60 60

SEC A1 34 20 40 23 47 30

SEC A2 23 18 17 27 25 25

SEC B1 16 42 17 15 2 16

SEC B2 15 13 13 25 10 20

Monthly Household Income

Less than Rs. 20,000 26 35 24 7 7 10

Rs.21000 - Rs 40000 37 44 29 37 34 30

Rs.41000 - Rs. 60,000 26 16 37 42 48 48

Rs.61000 - Rs. 100,000 8 5 10 10 10 10

Rs.100,000 - Rs. 150,000 2 0 0 3 0 0

KEY TAKEOUTS
 Lifestyle
“HYPOTHETICAL DATA”

All Retailer A Retailer B Retailer C Retailer D Retailer E

Base: All Respondents 300 60 60 60 60 60

Surf the internet at least 2-3 times a
47 2 2 0 2 2
week

Go regularly to gym/jogging/exercise 41 37 18 33 37 18

Take a domestic holiday twice a year

41 10 10 3 10 10
or more often
Use the credit card for shopping 39 42 53 48 42 53
Go regularly to clubs... at least once a
24 10 15 15 10 15
month
Use Blackberry services 5 2 2 0 2 2

KEY TAKEOUTS