A STUDY OF CUSTOMER

SATISFACTION WITH REFERENCE

TO SERVICES AND OFFERS
PROVIDED BY D MART IN BHILAI
CITY
Chapter Topic Page no.
1 Introduction 2-20
1.1 Industry profile 5-10
1.2 Product mix by D MART 11
1.3 Offers Provided By D MART 12-16
1.4 Promotion Employee in D MART 17-19
1.5 Customer satisfaction 20-25
2 Conceptual Background & Literature Review 26-36
2.1 Theoretical background of the study 27-32
2.2 Literature review 33-36
3 Research Design & Methodology 37-41
3.1 Statistical test used 38-39
3.2 Hypothesis 40-41
4 Data Analysis & Interpretation 42-49
5 Findings, conclusion & interpretation 50-56
5.1 Findings 51-52
5.2 Suggestions 53
5.3 Conclusion 54-55
5.4 Bibliography 56

5.5 QUESTIONARIE

Page 1
 CHAPTER-1
INTRODUCTION

Page 2
INTRODUCTION
Marketing is the art of creating, satisfying
customers by meeting the needs of customers and by creating value
satisfaction for them. As Peter Dracker says “the essence of marketing
is that the entire business has to be seen from the point given of the
customer”. However, customers face a vast array of product and
brand choices prices, supplies, and to understand the needs and
preferences of the customers it becomes imperative for us to carry out
research together information.
We believe that customers estimate which offer will
deliver the most value to them and which will deliver and maximize
value, within the bounds of research costs, and limited knowledge,
mobility, and the income they form an expectation of value and act on
it. Whether or not the offer lives up to the value expectation affects
both purchase and repurchase probability.
The purpose of any Marketing research is to
provide information at a specific time on the customer, trade,
competition, and the future brands, so as to enable marketers to
formulate successful strategies in their quest for customers' mind
share and market share.
The research helps the marketers to
find out the attributes and variables that influence the customer's
behaviour towards a given product offering and it shapes the attitudes
of the customers favourably towards a specific product, thus by
analysing these undertones the researcher can find out the levels of

Page 3
customer satisfaction, and the results of the marketing research can
help the marketers to analyse the weak spots in their marketing
strategies and can reformulate their strategies so that they can satisfy
their customers and maximize their brand loyalty and profitability.

Page 4
 1.1 INDUSTRY PROFILE
The activity of buying the necessity goods such
as clothing, food and grocery etc. called as shopping. Sometimes it
becomes a custom to the individuals and also a recreational activity.
Sometimes it acts as an entertainment activity it involves window
shopping and it doesn't always results in purchase. Retailing acts as
middleperson between the manufacturer and the consumer. Here the
individuals buy the products for their personal use for business
purpose. Retail shops serves wide assortment of products under the
same roof and it is one of the growing sectors in the Indian economy.
The promotional tools and strategy play vital role in
attracting the customer towards the store. they serve the customers
with better quality of goods and services and satisfies their need and
wants. The consumers’ needs and wants are satisfied through proper
supply chain management, this improves the demand of the products
and this strategy helps to educate the individuals. in the billing is done
using electronic payment. Retailing easily attracts the consumers
towards the store by using very attractive promotional tools. They
procure the goods and products directly from the manufactures and
they sell directly to the consumers.
The manufactures can also promote their
products inside the store, they easily analysis the taste and preference
of the customers, they serve as they like. The customers may also
easily identify the products which are neatly arranged in the store
layout. About 8% of the Indian GDP is gaining from this retail sector.

Page 5
it provides huge of employment opportunities to the individuals and
improves standard of living.

TYPES BY PRODUCTS:
Retail is typically classified into following types such as:
o Provisions and Grocery products --some products requires cold
storage and some products are normal in room temperature.
o Durables and hard goods-- such as utensils, sports equipment,
Furniture and auto mobiles etc.
o Consumable goods -- such as cosmetics, medicines, footwear
and stationery.
o Artistic goods--much as pleasant- sounding instrument, Gift
items.

FORMATES OF RETAILING:
 Hypermarket
This is one of kind of outlet where we can find wide verity
of products and goods with lower cost compared to other
outlets. It is the combination of supermarket and the
department store.
 Warehouse store
Here we get high quality of goods and products in very
low rate or at less cost.

Page 6
 Variety stores
Here in this store we get less collection of products with
less cost.
 Demographic
Here they concentrate only on one particular category or
segment.
 Mom and Pop
This outlet is operated by the family members which is
smaller in size and concentrated on selective category of
the products with minimum collections,
 Supermarket
This is the only store where the option of self-services is
offered. It mainly concentrated on eatables, food and
grocery and restricted list of products on non-food
category.
 Specialty stores
This kind of outlets are majorly concentrated on one
specific merchandise either on the specializes products. it
may be shoes, toys or automobiles etc.
 Department stores
These are the very big offers variety of products with
minimum cost which similar to the collections of specialty
stores.

Page 7
 General stores
These are the stores which serve goods and services to the
rural group and satisfy their needs and wants
 Convenience store
These stores provide inadequate sum of products at more
than normal price with easy check outs this store deals
with emergency and immediate purchase consumables.
 Discount stores
These types of store had N number of products and sales
goods and services at very price compared to the other
stores.
 Mall
The outlook and the ambience are very attractive. it
includes products, food and entertainment under single
roof. We can spend more time here.
 Category killers
Here we will get wide variety of products under the single
category at comparably lower prices as compares and
helps to solve their confusion and gives more information
about the products.
 Vending machine
It is small and a kind of automated machine where the
customers can drop money over the machine and then they
can get the products. Based on the income of the
customers the will buy the products and the services.

Page 8
  Boutique
These are called as concept stores, these are the stores are
tiny in size and only concentrate single brand.

KEY CHALLENGS:
 Pricing: As we all known Indian are money minded. Low
pricing attracts more number of customers and it helps for
expansion and long running of the store. It is the quickest and
the easiest variable to change.
 Target audience: Customers are the most important factors of
the retail industry. It acts as a fuel for retail booming.
 Merchandise: it is the very important goal. It comprises of
activity such as acquire the needed product and services at the
accessible time, quantity and place.
 Scale of operation: it involves all the activity of supply chain,
which approved out in the industry. The of business is very high
in India.
 Location: “Right place, Right choice “. Locality is the most
significant component for any business process that is the
typical and the main contemplation in the customer choice.
Based on the scene and the locality the individual set the
strategic plan.

Page 9
Reasons for the growth of retail sector in India:
 Impact of technology result in the growth of retail sector by
transformation of ideas and thoughts with the help of electronic
device and through computers.
 Reduces the gap between consumers and the manufactures.
 The level of income is high among the individuals and the
standard of living increases.
 Number of working women increases day by day, they like to
buy quality of products at short intervals of time.
 It easily attracts the foreign investors.
 It educates the customer about quality and the variety.
 It provides wide variety of quality products under one roof
and helps in managing the time in an effective manner.

Page 10
 1.3 Offers Provided By D MART
Future Group's retail chain D mart was launched 'Believe It or Not
offer'-which it claims to be the nation's biggest offer- from 22nd May
to 31st May 2021.
Customers will also get great deals and the best prices on a wide
range of products along with the cashback and 2 hour home delivery
promise. "As a brand, we have always been
with our
customers. Savings matter the most currently to every household.
This is the first time we are offering savings at this scale. One can
actually shop from the safety of their home or as per the city
guidelines they can also visit their nearest store," said Pawan
Sarda, Group CMO - Digital, Marketing & E-commerce, Future
Group, talking about the initiative.
D mart is the flagship hypermarket retail chain from
Future Group and is present in over 150 cities across the country. The
Group also operates Big Bazaar Gen Nxt which integrates superior
shopping experiences with innovations such as interactive digital
screens, sit- down checkouts, and smart customer service.
D mart promises to offer the 'Har Din Lowest
Price' with a massive price drop on over 1,500 every day-use items at
all the country stores. It also offers a host of value-added services like
home delivery, fast billing, and grinding flour amongst others. Big
Bazaar has created mega shopping properties like Sabse Saste Din,
Public Holiday Sale, Smart Search, Wednesday Bazaar,

Page 12
 and Great Indian Home Festival which empowers the customers to
shop the best at the lowest price.
D mart has always believed in offering the best value for its customers
and this time again is all set to create a new savings benchmark.

D mart offers
i. Special day
ii. Buy more items
iii. Bank offer
iv. Coupons and Promo Offers
v. Home Festival
vi. Free Delivery Sale
vii. Latest offer
viii. Metro Switch and Save Catalogue
ix. End of Season Sale
x. Offer by brand

 Special day
On special days like Independence Day, Republic Day,
Rakshabandhan, Navratri, etc. in D mart, d mart brings
many types of offers for its dear customers, many get 50%
or more discount in these eyes, some of the offers are
given below. Given in the given tables.

Page 13
 special days Discount Cash / card
Independence Day 30%-50% off Debit/ credit
Rakshabandhan 20%-25% off Cash
Republic Day 30%-50% off Debit/ credit
Navratri 5%-15% off Debit/ credit

 Bank offer
D mart runs its business with a few selected banks, due to
which it benefits and benefits in business, because of this,
D mart gives its customers a special bank with which they
do all their work, if they take goods from their bank. If he
does, then many special offers are provided to that person
by the bank, here it continues every year, in which
sometimes 10-30 present of the shape of the shape is seen,
some of these special offers are given below.

Bank Name Product Offer present

SBI FFB SBI Style up 10% off
credit card

Axis Bank minimum purchase of discount up to

Rs.2000 Rs.200

ICICI minimum purchase of discount up to

Rs.3000 30%

Page 14
 sold are sold if any item ends the season. If it is not sold
then it goes back to the company.

 Offer by brand
Many brands come out with offers to sell their goods with
many companies, due to which some brands also have the
advantage of that company, such as VIP Safari Prestige
American Tourister in D mart, etc. Take out many offers
for which up to 65% off is available

Brand Name Discount

American Tourister 50-60% off
Cello 50-60% off
Prestige Up to 60% off
VIP 50-60% off
Koryo Up to 60% off

Page 16
 1.4 Promotion Employee in D MART
Promotion is a process of communication from seller to buyer
involving information, persuasion, and influence. It includes all types
of personal or impersonal communication with customers as well as
middlemen in distribution. The purpose of promotion is to inform,
persuade and influence the prospective customers. Personal selling,
advertising, publicity and sales promotion are widely used tools to
inform the people about the availability of products and stimulate
them to buy the products. Thus, the promotion message (i.e.
information) by the sender (i.e. marketer) to the receiver
(i.e. consumer) must accomplish three tasks to be effective:
 It must gain the attention of the receiver.
 It must be understood by the receiver.
 It must stimulate the needs of the receiver and suggest an
appropriate method of satisfying those needs.

Hence in marketing context, Promotion refers to the entire set of

activities, which communicate the product, brand or service to the
user. The idea is to make people aware, attract and induce to buy the
product, in preference over others.

Role of Promotion
 Promotion is tremendously beneficial tool for marketing of
Brands.

Page 17
  Promotions are offered to customers to get the sales and to
increase their market share.
 It is useful for increasing customer base.
 Promotion is helpful in differentiating a product

When to use Promotion

When a new brand is to be introduced in market
To differentiate a product
To inform current and potential customers about the existence of
products
To explain the potential benefits of using the product
A brand quality is inferior to competition

Benefits of Promotion
Promotion is the voice of the company which send out company’s
product message loud and clear to the audience (i.e. customers).
Various media platforms can be used to promote company and its
product. They include television, radio, shopping outlets, billboards,
magazines, and social media. Promotion helps the company in
following different ways:
 Increase Product Awareness
 Segment Identification
 Increase Customer Traffic
 Build Sales and Profits

Page 18
  Increasing brand awareness – Promotions help in creating
brand awareness. With the help of various media like the
television, billboards, radio or local newspaper news, one can
spread across information about its product and company, which
helps people to find out more about company and its products
and make purchases.
 Segment Identification – If the promotional and marketing
strategy is loosely structured, it might not be successful in
targeting the “right” audiences. Having a full-proof and well-
thought-out promotional strategy and marketing plan can help to
identify different segments of consumers in the market and offer
suitable solutions.
 Increasing customer traffic – Also, promotion helps in
helps in increasing customer traffic. The more one promote its
brand, the more will the customers know about the company and
the more will they be interested in its products. Promotion can
be done even by giving out free samples which works wonders
for customers! They try the product and ultimately, come make
purchases.
While promotional strategies are very much important, marketers and
businesses must take into account a few aspects in their marketing
mix plan. It is essential that businesses make use of the right media
tool to target their customers. These days, when social media is the
most effective tool on the online platform, promotional strategies
need to extend beyond radio, television and print.

Page 19
 1.5 Customer Satisfaction
Definition of Customer Satisfaction

Kotler (1997) defines customer satisfaction as follows:

Satisfaction is a person's feelings of pleasure or disappointment

resulting from comparing a Product’s perceived performance (or
outcome) in relation to his or her expectations.

Brown (1992) defines customer satisfaction as:

The state in which customer needs, wants and expectations

throughout the product or service’s life are met or exceeded
resulting in repeat purchase, loyalty and favourable worth-of
mouth.

According to Jones and Sasser (1995), four basic elements affect

customer satisfaction. They are:

The basic elements of the product or service, basic support services, a

recovery process for counteracting bad experiences, and extraordinary
service. There are many definitions of the key elements of the
services, but this one is considered appropriate in the context of care
or after sales services.

Satisfaction is a function of perceived performance and expectation. If

the performance matches the expectations the customer is satisfied. If
the performance exceeds the expectation the customer is highly

Page 20
satisfied and delighted. If the performance does not match the
expectations the customer is dissatisfied. Satisfaction is a person’s
feelings of pleasure of disappointment resulting for comparing a
products perceived performance (out-come) in relation t his/her
expectation. The link between customer satisfaction and customer
loyalty is proportional. Suppose customer satisfaction is rated on a
scale from 1– 5.At a very low levels of customer satisfaction.

Why is it that we can think of more examples of

companies failing to satisfy us rather than when we have been
satisfied? There could be a number of reasons for this. When we buy
a product or service, we expect it to be right. We don’t jump up and
down with glee saying “isn’t it wonderful, it actually worked”. That is
what we paid our money for. Add to this our world of ever exacting
standards. We now have products available to us that would astound
our great grandparents and yet we quickly become used to them. The
bar is getting higher and higher. At the same time our lives are ever
more complicated with higher stress levels. Delighting customers and
achieving high customer satisfaction scores in this environment is
ever more difficult. And even if your customers are completely
satisfied with your product or service, significant chunks of them
could leave you and start doing business with your competition.

A market trader has a continuous finger on the pulse

of customer satisfaction. Direct contact with customers indicates what
he is doing right or where he is going wrong. Such informal feedback

Page 21
is valuable in any company but hard to formalize and control in
anything much larger than a corner shop. For this reason customer
surveys are necessary to measure and track customer satisfaction.

Developing a customer satisfaction

program is not just about carrying out a customer service survey.
Surveys provide the reading that shows where attention is required
but in many respects, this is the easy part. Very often, major long
lasting improvements need a fundamental transformation in the
company, probably involving training of the staff, possibly involving
cultural change. The result should be financially beneficial with less
customer churn, higher market shares, premium prices, stronger
brands and reputation, and happier staff. However, there is a price to
pay for these improvements. Costs will be incurred in the market
research survey. Time will be spent working out an action plan.
Training may well be required to improve the customer service. The
implications of customer satisfaction studies go far beyond the survey
itself and will only be successful if fully supported by the echelons of
senior management.

A Six-Stage Process for Customer Satisfaction Surveys

There are six parts to any customer satisfaction program:

 Who should be interviewed?

 What should be measured?
 How should the interview be carried out?

Page 22
 How should satisfaction be measured?
 What do the measurements mean?
 How to use a customer satisfaction study to greatest effect?

Image Customer
Loyalty

Customer
Expectations
Perceived
value

Perceived Customer
Quality Satisfaction

Page 23
Make Your Customer Satisfaction Survey a Good Experience
A. Personalize the survey. Leverage all the information you have
about the respondent to personalize the invitation and survey to
them. Build the overall questionnaire around the respondent’s
particular demographics and transaction. Make invitation emails
short and to the point, and set the respondent’s expectations on
how many questions there will be. The survey questionnaire
itself should be tight, personalized, and flow smoothly. Send
reminders only to those who haven’t completed the survey.
B. Follow up quickly. Commit to a two-way dialogue with
customers and immediately follow-up with customers to show
that you are listening, and if you have contact info, send a thank-
you note after survey completion and let them know how the
feedback will be used. Sometimes, it may be appropriate to
share interim survey results upon survey completion, and
consider inviting your most engaged customers to be part of
customer panels.
C. Acknowledge and implement feedback: Quickly fix problems,
reinforce and train employees on feedback that produce positive
experiences and fix problems. Route negative responses
immediately so they can be addressed. Focus on fixing rather
than measuring.
D. Design a customer feedback calendar: You might be surprised to
find out your own company is surveying the same person over

Page 24
 and over. A customer feedback calendar will help you see
whether you have too many or too few feedback requests.
E. Learn and use preferred communication channels. Ask
customers about their preferences for communicating with you,
email, phone, mail, other and then deploy the survey
accordingly. Create easy opt-in and opt-out policies, and set up
rules so you’re not soliciting feedback from the same customers
all the time. Adding this credibility will make customers more
likely to participate.

Page 25
 CHAPTER-2
CONCEPTUAL BACKGROUND AND
LITERATURE REVIEW

Page 26
2.1 THEORETICAL BACKGROUND OF THE STUDY:

Marketing is old as the human civilization. In the ancient period

marketing was too different from today, that time it was related only
with sale product or battering. But recent time is too change, full of
advertisement and full fill customer satisfaction and try to get more
sale through CRM. Marketing is more important for any company,
because so many competitors and every want get market share and
customer. The word of market is wider spread word, its include every
resource of marketing and it is involving to provide all the necessary
facilities of goods and services through directly from manufacturer or
creator. Marketing is the most important factors in creation of
effective use of resource and there is an urgent need in the developing
country for building up the supply of the market manager.

MEANING OF MARKET
Market means where buyers and seller are meeting for the trade it’s
called marketing.

MEANING OF MARKETING
Creating the demand of product/service in market through
advertisement strategies etc.

Page 27
SCOPE OF MARKETING:
 Goods: - it is tangible product. Where it can not only sale person
to person but can also through internet and phones.
 Services: - it is intangible. Service sector industry is doing well
more than 60% of GDP coming through this sector only.eg-
Hospitality, transport, banking etc.
 Events: - events are the things which create awareness to the
people about the recent aspects in view of the further things.
 Information: - usually we gathered information through internet,
books, magazines, Wikipedia, website etc.

GOALS OF MARKETING:
 Maximize the consumer’s consumption level.
 Increase satisfaction level of consumers.
 Maximize the product choice to consumers.
 Maximize the duration of product quality.

Page 28
MARKETING MIX:
There are mainly four marketing mix

Page 29
IMPORTANCE OF MARKETING:
 To achieve organizational goals and objectives. Helps to
provide goods and service which the service wants.
 To increase standard of living of the people.
 Economics growth of the country.
 To helps in adoption of the new technology.
 To achieve maximum efficiency production and productivity.

ELABRATIVE INFORMATION ON TOPIC

Customer – a person who buys goods or services from a shop or
business.
Preferences- a greater liking for one alternative over another or
others.
Customer preferences- customer preference is what type of
product an individual customer likes and dislikes.

Eleven types of customer preferences

Convenience - Preferring things that area unit simple like a
subsiding for a close-by building. Convenience is taken into account a
powerful sort of client motivation.
Effort- The satisfaction that results from effort. as an example, a
client who gains a way of accomplishment from a diy project.

Page 30
User interfaces- Some customers can like the only program
potential. Others can like countless buttons to play with. this will be
the maximum amount concerning preference as would like.
Communication and information- Preferences associated with
communication vogue and knowledge density. for instance, some
customers wish to scan elaborate specifications et al wish to listen to a
story.
Stability vs variety- Customers who would prefer the same exact
shoes they purchased a year ago in the same season versus customers
who prefer an incredible variety of shoes and avoid repeat purchases.
Risk– The risk tolerance of the client. Applies to apparently
innocuous things like getting complete new} brand for the primary
time.
Values - Preferences associated with values like customerswho
purchase environmentally friendly product.
Sensory- Preferences related to values like customers who purchase
environmentally friendly product.
Time- Time preferences like a client who prefers associate degree
attentive waiter who drops get each five minute versus a client who
does not need to feel rush.
Customer services- It is well known in the customer service
industry that some customers prefer friendly service and others prefer
diligence and professional distance. For example, a hotel porter who

Page 31
engages in friendly conversation versus dry information about the
room and hotel.

FACTORS INFLUENING PREFERENCE BUYING

BEHAVIOUR:
EXTERNAL STIMULI INTERNAL STIMULI
Store characteristics Impulsiveness
Sales promotion Enjoyment
Employees Hedonism
presence of pears and family Fashion
perceived crowd Emotions
shopping channel Variety seeking
sensory shopping Product involvement

Product Related & Soico-Cultural,

Situational factors Demographics Factors
Time Availability Gender
Money Availability Age
Product Characters Income
Fashion Products Education
New Products Soico-Economic & Cultures

Page 32
 2.2 LITERATURE REVIEW:
 WILLETT AND KOLLAT (1967) – Examined that customers
personality and their intellectual capability manipulate more on
inclination purchase.
 HOCH AND ROOK (1985) -It has focused on the cognitive
and emotional response which experienced by the consumer
during purchase. it is the psychological model of consumer
preferences buying. It deals with certain characteristic they are
as fellows
 An unexpected and the unstructured aspiration
perform.
 The situation of mental disequilibrium performs.
 The commencement of emotional conflict and effort.
 Lessening in the cognitive evaluation
 GOODEY & ABRATT (1990) – Examined that Manufactures
and the retailers in the industrialized countries spend large sum
of amount on personal ad and the promotion to increase the
sales on merchandise through “preferences buying “. In – store
stimuli hold true across culture. Analysis of variables such as
brand loyalty, specific outlet and presence of shopping list also
impact on cross cultural basis.
 PIRON (1991) – preferences purchase is a phenomenon that are
started trigger the consumer and he demonstrated about how the
new updating improves over the previous buying procedure.

Page 33
 Et al DITTMAR (1996) – Determined that gender and the
societal group effect on preferences buying of instrumental and
free time items which projects their self-determination and
action. Usually girls tend to procure the representative and self –
significant goods which are associated with their look and
emotional aspects of self.
 FERRELL & BEATTY (1998) – Explained that preference
shopping tempts the customers to immediate purchases which
are without any pre –shopping objective either to buy the
particular merchandise category. The buying of an item which is
out of stick and reminded during encountering the product are
excluded from the preview of preferences buying.
 WOOD (1998) – Declared that economic and the cultural
factors of person such as low-down level of the house hold
returns indulger into spontaneous purchase.
 HAUSAMAN (2000) – Explained preferences buying is a
hedonic need predominately motivated by the achievement of
advanced wants and needs which are term under the Maslow’s
Motivational needs and efforts to assure the advanced categorize
needs in this hierarchy lead to different type of preferences
buying behaviour.
 LEE AND KACCEN (2002) – Examined in the aspects of
intellectual perspective, the hypothesis of individualism and
collectivism give important insights about consumer’s

Page 34
 preference behaviour. Individualism is the more independent in
them in greater preferences purchase.
 WONG AND ZHOU (2003) – Describe the experimental and
informative aspects of point of purchase (POP) triggers the inner
motives to buy the particular products.
 Et al JONES (2003) – specification in product buying is the
utter resultant of involvement, enjoyment and desire buying.
 LUO (2005) – He practically showed that the peer group, family
and the mental capability impacts on spontaneous purchase.
 SINGH AND KAUR (2007) – Deliberated that shopping
attitude of the formative years and found that sensory stimulus
such as back ground music or feel of the product music, odours.
Product plays a very important in shaping the shopping exercise
of that role, exercise of those individuals and staff preferences
buying activity in them.
 HARMANCIOUGLU (2009) – Recommended that uphold of
the preferences behaviour triggers and performance of novel
goods, managers might emphasis on enthusiasm and wide
variety of products helps in their promotional activity.
 BASTIN AND YU (2010) – Examined that the in-store
ambience and the layout and design, promotional strategy used
in the store helps to attracts more purchase in preferences
category.
 Et al SHARMA. (2010) – Differentiated that preferences
buying as hedonic attitude that are associated with the feelings

Page 35
 and the psychological motives instead of thinking and functional
benefits.
 HULTEN AND VANYUSHYN (2011) – Also observed that
impulsive buyer is giving more notice to the in – store
promotion, displays and the combo offers.
 Et al CHANG (2011) – commented that individuals who had
more optimistic emotional responses to the retail atmosphere
were more possible to make preference purchase.
 KHALIFA AND SHEN (2012)- Experimented that cognition
of the consumers moderate the relations among preferences
purchase and actual list of unplanned buying.
 SINGH AND KAUR (2007) – Examined that the shopping
attitude of the teenagers and found that the sensory stimulus
such as melody tune, enjoyable aroma of the products play a
significant role in determining and shopping of individuals and
set off buying activity.

Page 36
 CHAPTER-3
Research Design & Methodology

Page 37
 3.1 Research Design
METHODLOGY Research is based on the scientific, logical and the
systematics way of studying the tools and techniques are used for the
systematics procedure and to collect the data. Most of the data
collected by customers and some of the data collected by website or
internet. Based on type of study we can apply any kinds of research
design.
For doing this study we adopted two type of research design: -
 Descriptive research
 Causal research
We mainly focused on descriptive research; in this we go one by one
process and the aspect. It briefly explains aspects what, why, when,
how, and by whom. It is really helpful for statistical calculation which
help for the conducting the study.

DATA GATHERING TECHNIQUE: -

In this research we used internal and external sources for collecting
data, internal data collected from company book records, documents
and company website, and external data through facts and figures
such as structured questions.
 Main sources: This method also called primary data collection,
this process consuming more time for collecting row data. It can
be done through personal, interview, by method of observation
and by filling questionnaire.

Page 38
  Resultant sources: - This is also called secondary data. Where it
is collected by internet, books, magazines, newspapers, annul
reports of company etc.

Sampling design: - non- probability

Sampling technique- convenient sampling and simple random
Sampling unit- 100 respondents
Sampling tool- structured question
Timing for survey- 10:30 am – 5:00 pm
Area of study- Big- Bazaar Rajajinagar
Data analysis method- Tables and charts.

Page 39
 3.2 Methodologies
American Customer Satisfaction Index (ACSI) is a scientific standard
of customer satisfaction. Academic research has shown that the
national ACSI score is a strong predictor of Gross Domestic Product
(GDP) growth, and an even stronger predictor of Personal
Consumption Expenditure (PCE) growth. On the microeconomic
level, research as shown that ACSI data predicts stock market
performance, both for market indices and for individually traded
companies. Increasing ACSI scores has been shown to predict loyalty,
word-of- mouth recommendations, and purchase behaviour. The
ACSI measures customer satisfaction annually for more than 200
companies in 43 industries and 10economic sectors. In addition to
quarterly reports, the ACSI methodology can be applied to private
sector companies and government agencies in order to improve
loyalty and purchase intent. Two companies have been licensed to
apply the methodology of the ACSI for both the private and public
sector: CFI Group, Inc. applies the methodology of the ACSI offline,
and Foresee Results applies the ACSI to websites and other online
initiatives. ASCI scores have also been calculated by independent
researchers, for example, for the mobile phones sector. The Kano
models a theory of product development and customer satisfaction
developed in the 1980s by Professor Noriaki Kano that classifies
customer preferences into five categories: Attractive, One-
Dimensional, Must-Be, Indifferent, Reverse. The Kano model offers
some insight into the product attributes which are perceived to be
important to customers.
Page 40
Kano also produced a methodology for mapping consumer responses
to questionnaires onto his model. SERVQUAL or RATER is a
service- quality framework that has been incorporated into customer-
satisfaction surveys (e.g., the revised Norwegian Customer
Satisfaction Barometer) to indicate the gap between customer
expectations and experience. J.D. Power and Associates provides
another measure of customer satisfaction, known for its top-box
approach and automotive industry rankings. J.D. Power and
Associates' marketing research consists primarily of consumer
surveys and is publicly known for the value of its product awards.
Other research and consulting firms have customer satisfaction
solutions as well. The so include A.T. Kearney's Customer
Satisfaction Audit process, which incorporates the Stages of
Excellence framework and which helps define a company’ s status
against eight critically identified dimensions. For Business to
Business (B2B) surveys there is the Info Quest box. This has been
used internationally since 1989 on more than 110,000 surveys (Nov
'09) with an average response rate of 72.74%. The box is targeted at
"the most important" customers and avoids the need for a blanket
survey.

Page 41
 CHAPTER-4
Data Analysis and Interpretation

Page 42
 TABLE SHOWING GENDER
GENDER NO OF RESPONDENTS % OF RESPONDENTS
Male 51 51
Female 49 49
Total 100 100

CHART SHOWING GENDER

Gender
51.5

51

50.5

50

RESPONDENTS
49.5

49

48.5

48
Male Female

INTERPRETATION: -
From the above table it is inferred that 51% of
respondents are male and 49% of respondents are
female

Page 43
 TABLE SHOWING AGE GROUP OF CUSTOMERS
Age Respondents Precentage
Under-25 40 40
25-35 25 25
35-45 20 20
45& above 15 15
Total 100 100
Above data collection the age group divided into (under -25(40%),
25- 45(25%), 35-45(20%), 45& above (15%). That show how the age
group visit big bazaar.
GRAPH IS SHOWING AGE GROUP OF CUSTOMERS

Age Group
45
40
35
30
25
20 Age %
15
10
5
0
Under -25 25-35 35-45 45 & above

INTERPRETATION: -
Majority of customers is youngster that seems to grow in future and
company should focus more on youngster by giving offers and better
services.

Page 44
TABLE SHOWING THE CUSTOMER OCCUPATION THOSE
WHO ARE VISITING BIG BAZAAR.
OCCUPATION RESPONDENTS PERCENTAGE
Professional 33 33
SELF-EMPLOYED 17 17
STUDENT 19 19
HOUSE-WIFE 23 23
SERVICE 8 8
Total 100 100
Above data collection customer occupation percept is -professional
33%, self-employed 17%, student 19%, house-wife 23%, service 8%.

OCCupation
Professional SELF-EMPLOYED STUDENT HOUSE-WIFE SERVICE

8%
33%
23%

19% 17%

INTERPRETATION: -
As per graph majority of professional person is customer of Big Bazaar in high
and also contributed by house wife, student, self -employed. But service
employed is less it is 8% that is not sufficient. So, they should focus more on
house wife & professional.

Page 45
 TABLE SHOWING MARITAL STATUS OF CUSTOMER
MARITAL-STATUS RESPONDENTS PERCENTAGE
Single 29 29
Married 71 71
Total 100 100

DATA ANALYSIS
Above data collection marital status of customer single 29%, married
71% that show how you attract the customer (segment).
GRAPH SHOWING OF MARITAL STATUS OF CUSTOMER

MARITAL STATUS

Singel
29%
Married
71%

INTERPREATION:-
As per marital status we can see that 71% married person visit Big
Bazaar while only 29% single person visit there. Married status
people more targeted by D MART.

Page 46
 TABLE SHOWING INCOME LEVEL OF CUSTOMER
Income RESPONDENTS PERCENTAGE
BELOW -20000 40 40
20000-40000 30 30
40000-60000 18 18
60000&Above 12 12
Total 100 100
DATA ANALYSIS
Above data collection customer income level is- below 20000(40%),
20k-40k (30%), 40k60k (12%), 60k & above (12%).
GRAPH SHOWING INCOME LEVEL OF CUSTOMER

Income

20k-40k
Below & 30%
20k

40k-60k
60k & 18%
above
12%

INTERPRETATIONS: -
Income level showing that 40% customer have their income level is
below 20k and 30% has 20k-40k that mean 70% customer has income
level below 40k .it is making easy to target customer and their
preferences.

Page 47
HOW IS THE THYRE-PRESENTATIVE INTERACTION ARE
AT D MART ?
INTERACTION RESPONDENTS PERCENTAGE
Very good 30 30
Good 35 35
Neutral 18 18
Bad 13 13
Very Bad 4 4
Total 100 100
DATA ANALYSIS
Above data collection show re-preventative interaction at big bazaar-
very good30%, good 35%, neutral 18%, bad 13%, very bad 4%

GRAPH SHOWING HOWTHY IS THE THYRE-

PRESENTATIVE INTERACTIONTHY ARE AT BIG-BAZAAR?

INTERACTIVE AT D MART
4% Very Good
13%
30% Good
Nutral
18%
Bad
Very Bad
35%

INRERPRETATION: -
As per data collection interactive with customer at Big-Bazaar is 30%
very good, 35% good, 18% nutral, 13% bad, 4% very bad. 35%
customer is not impressed by re-preventive at Big-Bazaar that is not
good; here need to improve Re-preventative of Big-Bazaar.

Page 48
 Showing Will D MART Reminding & Intimating Their Store
Discounts & Price To All Customers In Store
RESPONSE RESPONDENTS PERCENTAGE
YES/CLEAR INTIMATING 65 65
NO-CLARITY INTIMATING 20 20
NO - INTIMATION AT ALL 15 15
Total 100 100
DATA ANALYSIS
Above data collection showing how big bazaar reminding
&Intimating their store discounts - & price to all customer- yes -
clear65%, no - clarity 20%, no - intimation at all 15%.

GRAPH SHOWING WILLTHY D MART REMINDINGTHY& INTIMATING THEIR

STORETHY DISCOUNTSTHY& PRICE TO ALL CUSTOMER IN STORETHY?

YES/CLEAR INTIMATING NO-CLARITY INTIMATING NO - INTIMATION AT ALL

15%

20%
65%

INTERPRETATION: -
Above data collection there is 65% customer think and believe that
price and discount is clear intimating and 20%(no clarity),15% not all
clarity, if we will see above graph there is 35% customer no clarity so
that should to improve at D MART.

Page 49
 CHAPTER-5
Findings, conclusion and interpretation

Page 50
 Findings
 Hence it is concluded that majority (58%) of the respondents
are male.
 Hence the higher (50%) percentage of the respondents is
falling under the category of below 25 - 30 years age group.
 Hence the higher (46%) percentage of the respondents is
falling under the category of Village area.
 Hence it is disclosed that majority (46%) of the respondents are
engaged on in students.
 Majority 40% of the respondents are post graduate level.
 Majority 56% of the respondents are belongs to Nuclear family.
 Majority 38% of the respondents are earning the monthly
income below Rs.5, 000 only
 Majority 68% of the respondents visited Flipkart.com.
 Majority 42% of the respondents get awareness about
websites through online advertisement
 Majority 62% of the respondents purchased Mobiles via online
channels
 Majority 56% of the respondents Prefer online shopping for
time saving.
 Majority 52% of the respondents visiting retail store before
online shopping.
 Majority 42 % of the respondents make purchase on Online
Shopping Monthly.

Page 51
 Majority 54% of the respondents strongly agree with the choice
of products available in online shopping.
 Majority 40 % of the respondents consider product review
before online shopping.
 Majority 54% of the respondents Agree with the detailed
information about the products in online shopping.
 Majority 52% of the respondents Agree with the easy to choose
and make comparison with other products in Online shopping.
 Majority 50% of the respondents agree with the Quality of
Information provided in online shopping.
 Majority 50% of the respondents Agree with the Website
layout helps in searching the products easily.
 Majority 42% of the respondents Strongly Agree with the Safe
and secure with online shopping. Majority 52% of the
respondents did not face any of the problems in online shopping.
 First rank given by the respondents for the Convenience in
online shopping.
 Majority 76 % of the respondents make payment through Cash
on delivery in online shopping. Majority 36 % of the respondent
have barrier of delivery too slow in online shopping.
 Majority 76 % of the respondent satisfied with online shopping

Page 52
 Suggestions
To attract more customers2, D MART needs2 to offer more
brands2 of products.
 Advertising2 through television2 and F.M radio2 needs to
improved2
 Sign2 boards which2 show restrooms 2 and trail rooms
should2 be visible to the
 Customers and also 2 trial rooms2 are to be 2 increased.
 Increase the2 customer billing2 section transaction in store
(for fast transaction).
 Increase the food 2 court and games 2section at Big-Bazaar to
increase the customer
 Shopping duration.
D MART can improve2 their customer satisfaction2 level, by
providing better2
 Service e.g. - home delivery etc.
 The store should improve their promotional strategy.
 Improvise the store design and store layout.

Page 53
 Conclusion
Online shopping is becoming more popular day by day with the
increase in the usage of World Wide Web known as www.
Understanding customer's need for online selling has become
challenge for marketers. Specially understanding the consumer's
Attitudes towards online shopping, making improvement in the
factors that influence consumers to shop online and working on
factors that affect consumers to shop online will help marketers to
gain the competitive edge over others.
In conclusion, having access to online
shopping has truly revolutionized and influenced our society as a
whole. This use of technology has opened new doors and
opportunities that enable for a more convenient lifestyle today.
Variety, quick service and reduced prices were three significant ways
in which online shopping influenced people from all over the world.
However, this concept of online shopping led to the possibilities of
fraud and privacy conflicts. Unfortunately, it has shown that it is
possible for criminals to manipulate the system and access personal
information. Luckily, today with the latest features of technology,
measures are being taken in order to stop hackers and criminals from
inappropriately accessing private databases.
Through privacy and security policies, website
designers are doing their best to put an end to this unethical practice.
By doing so, society will continue to depend upon online shopping,
which will allow it to remain a tremendous success in the future.

Page 54
For the customer convenience, it is recommended that businesses
offer information in different languages. Moreover, detailed product
information should be made available through better methods such as
video / audio presentation and elaborated product catalogues. When
all the information that a customer requires is made available to him
as expected, then the customer is inclined to purchase a product or
service online.
Customer satisfaction has a direct impact on loyalty
and hence businesses should focus on satisfying their customers.
Customers should be encouraged to make use of the online customer
support services in case of any inconvenience. Also, in internet
shopping, customers decide to purchase a product or service based on
its review. By providing reviews, a customer indirectly recommends
the brand or product to others. Since product or service review is
increasingly important for its growth, online Norwegian companies
should encourage their customers to provide constructive feedback in
their websites
To summarize, online businesses in Norway will have to
focus on acquiring new customers through advertisement, publicity
and discount packages. These customers will have to be retained and
satisfied as both lead to higher levels of customer loyalty. However, it
is a big challenge to retain customers and urge them to be loyal in a
volatile environment like internet shopping.

Page 55
 Bibliography
1. PHILIP KOTLER “the principles of marketing” tata mc grew-
Hill publishing.
2. WILLIAM D. Perreault yr. “basic marketing” E.J. erom.e.
McCar.
3. A.SIVAKUMAR “Retail marketing “excel book’s publication.
4. C.R. KOTHARI “Research Methodology” New age
international public, 2nd revised edition.
WEBSITE:
 Future Bazaar(www.futurebazzar.com)
 Future Brands(www.futurebrands.co.in)
 Future Group(www.futuregroup.in)
 Google search
 Scribd.com
 Wikipedia.com

Page 56
QUESTIONARIE OF BUYONG BEHAVIOR OF CUSTOMERS IN D MART

What influenced your purchasing in D-Mart?

 Friend
 Newspaper
 Spouse
 Experts
 Others
Why do you prefer to make your purchase in D Mart?
 Ambience
 Service
 Availabilty/Variety
 Price
 Quality
What do you normally see for in a product?
 Durability
 Prestige
 Style
 Uniqueness
 Price
 Offer
 Others
Which category of products do you prefer to buy frequently?
 Ethnic Wear
 Utensils
 Cosmetics
 Food Products
 Footwear
 Electronics
 Others
Who accompanies you for purchase
 Family
 Friend
 Spouse
 Alone
 Others
Have you seen the advertisement of D Mart?
 Yes
 No
How long you have been visiting D Mart?
 Weekly
 Monthly
 Yearly
What time of day do you prefer purchase in D Mart?
 Morning
 Evening
 Noon
 Night
How much time do you spend for purchase in D Mart?
Page 57
QUESTIONARIE OF BUYONG BEHAVIOR OF CUSTOMERS IN D MART

 30 minutes
 Less than hour
 1 hour
 More than 2 hours
Do you wait for offer to make purchase
 Yes
 No
Are you satisfied with the services provided by D Mart?
 Yes
 No
What is the response of the sales representatives in D Mart?
 Good
 Better
 Best
 Worst

Page 58
QUESTIONARIE OF BUYONG BEHAVIOR OF CUSTOMERS IN D MART

MONTHLY LEVEL INCOME

1. 10000-20000
2. 20000-30000
3. 30000 & Above

2) Educational Qualification
1. SSC
2. HSC
3. Degree
4. PG
5. PHD
3) Source of Income
1. Mother/Father
2. Business
3. Salaried
4. Pocket Money
5. Others
4) How did you come to know about D-Mart..??
1. Friend
2. Family
3. Advertisement
4. Spouse
5. Others
5) How frequently do you visit D-Mart??
1. Once in a week
2. Twice in a week
Page 60
QUESTIONARIE OF BUYONG BEHAVIOR OF CUSTOMERS IN D MART

3. During special occasion

4. Whenever the need arises
6) Are you happy with the location of D-Mart?
1. Yes
2. No
7) What influenced your purchasing in D-Mart?
1. Friend
2. Newspaper
3. Spouse
4. Experts
5. Others
8) Why do you prefer to make your purchase in D Mart?
1. Ambience
2. Service
3. Availabilty/Variety
4. Price
5. Quality
9) What do you normally see for in a product?
1. Durability
2. Prestige
3. Style
4. Uniqueness
5. Price
6. Offer
7. Others

Page 61