A STUDY ON CUSTOMER SATISFACTION TOWARDS SHRI

KANNAN DEPARTMENTALSTORE IN POLLACHI

1. INTRODUCTION:

Gone are the days were the consumer went in search of materials from shop to
shop. Today, things are made available in one shop, one place. These days, consumer
buying is not mere transfer of item from seller to buyer. Consumer wants buying to become
a happy affair. They would like to see, touch and feel the commodities that they buy.
Understanding this psychology for the consumer many organizations have come to make
purchase of happy affair.

In modern major cities the departmental store made a dramatic appearance in the
man of the 19th century and permanently reshaped shopping habits, and the definition of
service and luxury.

Department stores today have sections that have sell the following
clothing,furniture,home appliances,toys,cosmetics housewares gardening toiletries,
sporting goods paints and additionally select other lines of products such as foods books
electronics stationaries baby products products for pets.
1.1. MARKETING:

Marketing is more important as it relates to consumer and their needs, whatever

may be the objectives of business, the main in which it has to concentrate will be
marketing. Business today, concentrating on marketing is found to be fairly successful
though success depends on many other factors. The purchase decision being an essence is
an important aspect of marketing. Consumers are liable for influence under different
environment.

Under these circumstances a study has been conducted to analysis the preference of
consciences towards departmental stores .Channel of distribution is also called marketing
channel or trade channel, are used to provide consumer with a convenient means of
obtaining the products and services they desire. Thus, the route or path through which
goods more from the place of production to the place of consumption is called channel to
distribution. There are various persons or business consumer such as middlemen consisting
of wholesalers and retailers.
I.2. DEPARTMENTAL STORES:

A departmental store, a retail trade shop, was started at strategic place to please the
customer by giving him the choice of selecting all that he wants. There are number of
departmental stores like Shri kannan Departmental stores, vinayaga departmental store,
naadar departmental store, More for U, etc. Every business is based on understanding every
business man today makes some effort to convince the consumer for buying a the consumer
and providing the kind of products that the consumer want product in a particular shop and
for this reason, the researcher has under taken a survey as to why they prefer departmental
store.

What are the reasons for their purchase at a departmental store? What makes them
to select departmental stores? That other form of retails outlet in vellalore at Coimbatore
city.
1.3. CONSUMER BEHAVIOUR

Consumer behaviour is defined as that behaviour exhibited by people in planning,

purchasing and using economic goods and services. Buyers behaviour is the process by
which individuals decide whether, what, when, where, how and from whom to purchase
goods and services. “Instead of trying to market what is easier for us to make, we must find
out much more about what the consumer is willing to buy – we must apply our creativeness
more intelligently to people, and their wants and needs rather than to product” – Charles G.
Martina emphasizing on the above statement, the target of all marketing activities should
be consumers. The firms have to device plans and implement them so as to achieve
consumer satisfaction. This calls for an analysis of how consumer behaves in the market
place. Buyer behaviour may be viewed as an orderly process whereby the individual
interacts with his environment for the purpose of making market decisions on products and
services.

Thus, the chief characteristics of buyer behaviour are:

1. It includes observable physical activities, such as walking through the market to

examine the products and in making a purchase, and mental activities – such as
forming attitudes, perceiving advantages materials and learning to prefer a
particular brand. The consumers apply both the activities to acquire goods and
services and obtain satisfaction from them.
2. Consumer behaviour is a complex and dynamic concept, too constantly changing,
and therefore management need to adjust with the change, otherwise the market
may be lost.
3. The individual’s specific behaviour in the market place is affected by interval
factors such as needs, motives, perception and attitudes as well as by external or
environmental influences such as the family, social groups, cultural, economic and
business influences .To achieve a better understanding of the consumer behaviour,
study of those disciplines, which may provide some explanations as to “why people
behave as they do” is required. The internal and external forces and influences
 interact in highly complex ways, affecting the individual’s total pattern of
behaviour as well as his buying behaviour.

I.4. BUYING DECISION PROCESS:

This model implies that consumer pass through all five stages in buying
something. This is not the case in respect of low – involvement purchases. Consumer
might skip or reverse some of these stages. Understanding consumer needs and
buying process is essential to building effective marketing strategies.

BUYING
DECESSION
PROCESS

DECESSION PROBLEM
MAKING RECOGNITION

EVALUATION
INFORMATION
OF
SEARCH
ALTERNATIVES
I.5. PROBLEM RECOGNITION:

The buying process starts with the buyer recognizing a problem or need. The
buyer senses a difference between his or her actual state and a desired state. The need
can be aroused by internal or external factors. In the former case, the person’s normal
needs – hunger, thirst to threshold travel and become a drive. The person out of
experience has learned to cope up with the drive and its motivated towards a class of
objects that he or she knows will satisfy the drive.

I.6. INFORMATION SEARCH:

As the next step, a consumer will try to search for from various sources, to
have an idea about the competing brands and their features and to purchase
accordingly .The various sources which provide information are:

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

2. Commercial sources- Advertisements, Salesmen, Dealers, Packages

3. Public sources- Mass Media

4. Experimental source- Examining, using and handling the product

I.7. EVALUATION OF ALTERNATIVES:

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

question is, how does the consumer choose among the alternative brands in the choice
set? He evaluates the various alternatives available in the market on the basis of
certain attributes. There is no simple and single evaluation process used by all
consumers or by one consumer in all buying situations. The attributes of interest to
buyer vary by product, their need, quality, style, etc.

I.8. PURCHASE DECISION:

Having evaluated the purchase alternatives, he has to decide whether to buy or

not to buy. If he has decided to buy, then he has to take decisions regarding the brand,
the quantity of purchase, the place of purchase and the mode of payment to the made
1.9. STATEMENT OF THE PROBLEM

The study of the consumer behaviour enables us to analysis one’s own decision in
buying. The very look of the departmental store attracts people, the way in which products
are visited not only to buy, but also spend sometimes in the cafeteria and to enjoy the
atmosphere, the consumer takes a look to choose the product and understands the
inferential as well as the external factors. This is done in a clean unpolluted atmosphere in
departmental store. It is a matter for study as to why people come and buy from a
departmental store.
1.10. SCOPE OF THE STUDY:

 The present study helps to analyse the competitions existing in the

present departmental stores.

 The scope of the study covers the key factors, which influences the
customer to buy products in departmental stores.

 This survey helps to know about customer needs.

 This scope of the study helps to know about the preference of the
consumers in departmental stores.
1.11. OBJECTIVES OF THE STUDY

1. To find out the factors influencing the customers to purchase house hold articles from
departmental store.

2. To identify the needs of the customers at the place of purchase.

3. To study the consumer’s opinion and ideas about the price, quality and services rendered
by the departmental stores.

4. To study the sales services provided by the departmental stores.

5. To suggest, improve in sales and functions in the departmental stores based on results
1.12. LIMITATION OF THE STUDY:

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

2. For convenience purpose, the population taken for the study refers to the
Customers of Shri kannan departmental stores, Vinayaga departmental stores, Naadar
departmental stores.

3. The data was collected for the month of January 2017 to march 2017.

4. In order to complete the study within the time frame, the number of respondents had
been restricted to 100.
1.13. COMPANY PROFILE:

Name of the concern : shri kannan departmental stores

Address : 21, ramaswamy Goundar Street,

Vellalore bus stop

Vellalore 641111

Coimbatore

Email id : www.shri kannanstores@gmail/www.kds@gmail.

Year of establishment : 9 June 2000

No.of. Employees : 100

Contact : 04224383068,

MORE ABOUT SHRI KANNAN’S STORE:

Free home delivery service is provided in shri kannan departmental store.Handiling

of damage and recovery of the goods are faster. After sales service are provided free for
one year.
2. REVIEW OF LITERATURE:

For the survey of existing literature, the research papers published in

Journals, Reference books, Magazine, internet, government report etc were referred. The
Observation and findings presented in this section are based on this literature review.

NEWBY (1997)

Other relevant studies address the interaction between the physical infrastructure
and consumer’s choice of retail outlet.

FERNIE (1998)

Does not treat consumer preference as a separate issue , his work seems likely to
provide inspiration for the present study.Fernie looked at the retail changes in the UK and
included a consideration of the logistical consequences of the developments there.

CHRISTENSEN (1999)

Shows that out shopping is inversely related to the size of the town of the
residence. Some researchers have viewed shopping as a leisure activity

ROY (2000):

In his study considered several characteristics of shoppers - such as functional

shopping motivation, deal proneness, recreational shopping motivation, age, income and
family size, to be a significant influence on mall shopping frequency.

SURBHI KOSHAL (2006)

Surbhi Khosla in her article briefly discussed about the retail sector in India and its
journey. The article mentions in the chronological order the evolution of different retail
formats in India and also major retailers in different formats. The article also discussed the
recent trends in the formats and future scope of the different formats of retailing.

RAKASH CHANDRA DAS (2007):

Rakash Chandra Das studied and explodes the opportunities, challenges and
strategies of Indian retail sectors. The paper discusses the challenges like merchandising
mix, retail differentiation, supply chain management and also competition from supplier's
brand in the Indian perspective.

KAY M. PALAN (2008):

In his paper outlined gender identity, of consumer behaviourstudies in the

marketing literature that have examined gender identity. Based on theliterature review, the
paper evaluates whether gender identity research is stillwarranted, and proposes specific
research questions to guide future research. Theauthor is of the view that it is very essential
to understand the complex and changeablenature of personality traits associated with
gender categories.
3. RESEARCH METHODOLOGY:

All the items under consideration in any field of inquiry constitute a “Universe” or
“Population”. The researcher must decide the way of selecting a sample or what is
popularly known as sample design .A sample design is a definite plan determined before
any data are actually collected for obtaining a sample from a given population.

SAMPLE SIZE:

A sample of 100 customers was chosen for this study.

SAMPLING TECHNIQUE:

In this study, convenient sampling method was adopted for selecting the respondents.

SAMPLE AREA OF THE STUDY:

The area covered under the study is in vellalore at Coimbatore city.

PERIOD OF THE STUDY:

The study was conducted during the period January 2017 to march 2017.

STATISTICAL TOOL FOR ANALYSIS:

The collected data has been analysed using percentage analysis diagrams and
correlation.

METHODS OF DATA COLLECTION:

 It includes survey and facts findings enquires of different kinds.it deals with the
description of the state of offers as it is and the researchers have no influences on the
respondents.

PRIMARY DATA:

Both primary and secondary are collected from the present study.

Primary data are those which are collected for the first time and they are original in
character.the primary data collection was done through the questionnaire method from the
respondents. The questionnaire was given to the respondents and they were asked to fill
them up. Necessary help was rendered whenever they found difficult to answer.

SECONDARY DATA:

Secondary data refers to information gathered by someone other than the researcher
conducting the current study.

3.2. TOOLS FOR ANALYSIS:

1) Percentage method

2) Correlation method

PERCENTAGE METHOD:

The percentage method is earliest method used in analysis of the population.

The percentage method is:

= No.of. Respondents for each response X 100

Total no.of. Respondents

CORRELATION METHOD:

Correlation method is the statistical tool we can use to describe the degree which
one variable is linearly related toanother.often correlation analysis is used in conjunction
with regression analysis to measure how well the regression line explains the variation of
the dependent variable’s; y correlations analysis is also used by itself, however, to measure
the degree of association between two variables.

FORMULA:

∑𝑋𝑌
R =
√∑𝑋 2 𝑌 2
4. ANALYSIS AND INTERPRETATION OF DATA

4.1. INTRODUCTION:

All the information collected from the sample respondents is analysed and the
results presented at the end of this chapter. The data analysis are related to the customer
need in a departmental store, various factors influencing their purchase and their opinion
regarding the products price, quality and etc, and the after sales services rendered by the
departmental store
TABLE 4.1.1:

RESPONDENTS CLASSIFICATION ACCORDING TO AGE:

The above table representing the age group of the respondents. More than one-third
(46%) of the respondents, belong to the age group of 21 – 30 years, 23% of the respondents
are belong to the age group 31 - 40 years and a least of 12% belong to the age group of
above 40 years.

AGE NO.OF.RESPONDENTS PERCENTAGE (%)

BELOW 20 19 19

20 TO 31 46 46

31 TO 40 23 23

ABOVE 40 12 12

TOTAL 100 100

INFERENCE:

The above table representing the age group of the respondents. More than one-third
(4.5%) of the respondents, belong to the age group of 20 – 31 years, 2.5% of the
respondents are belong to the age group 31 - 40 years and a least of 3.5% belong to the age
group of above 40 years.
CHART 4.1.1

RESPONDENTS CLASSIFICATION ACCORDING TO AGE:

AGE GROUP OF RESPONDENTS

19

46
BELOW 20
100
21-31
31-40

23 ABOVE40

12 TOTAL
TABLE 4.1.2:

RESPONDENTS CLASSIFICATION ACCORDING TO GENDER:

GENDER GENDER OF PERCENTAGE (%)

RESPONDENCE
MALE 42 42

FEMALE 58 58

TOTAL 100 100

INFERENCE:

The table representing the gender of the respondents. It shows that, about 42% of
the respondents are male and 58% of the mare female.
CHART 4.1.2

RESPONDENTS CLASSIFICATION ACCORDING TO GENDER:

GENDER RESPONDENCE

TOTAL 100

FEMALE 58

MALE 42

0 20 40 60 80 100 120
TABLE4.1.3:

RESPONDENTS CLASSIFICATION ACCORDING TO MARITAL

STATUS:

MARITAL STATUS NO.OF.RESPONDECE PERCENTAGE (%)

MARRIED 57 57

UNMARRIED 43 43

TOTAL 100 100

INFERENCE:

The table shows the marital status of the respondents. It reveals that, about 57% of
the total respondents are married and others are unmarried.
CHART 4.1.3

RESPONDENTS CLASSIFICATION ACCORDING TO MARITAL

STATUS:

MARITAL STATUS
250

200

150

100

50

0
MARRIED UNMARRIED TOTAL

NO.OF.RESPONDENCE PERCENTAGE
TABLE 4.1.4:

RESPONDENTSCLASSIFICATION ACCORDING TO
EDUCATIONALQUALIFICATION:

EDUCATIONAL NO.OF.RESPONDENT PERCENTAGE (%)

QUALIFICATION
SCHOOL LEVEL 30 30

DEGREE/DIPLOMA 32 32

PG 23 23

PROFESSIONAL 15 15

TOTAL 100 100

INFERENCE:

The above table showing the educational qualification of the respondents. It reveals
that nearly one-third (32%) of the respondents are Degree / Diploma holders. Followed by
30% of the respondents are school level and least respondents (15%) are professionals.
CHART 4.1.4:

RESPONDENTSCLASSIFICATION ACCORDING TO
EDUCATIONALQUALIFICATION:

EDUCATIONAL QUALIFICATION

200

150

100

50

NO.OF.RESPONDENTD PERCENTAGE
TABLE 4.1.5

RESPONDENTS CLASSIFICATION ACCORDING TO OCCUPATION:

OCCUPATION NO.OF.RESPONDENCE PERCENTAGE (%)

STUDENT 23 23

HOUSE WIFE 27 27

EMPLOYED 26 26

BUSINESS 24 24

TOTAL 100 100

INFERENCE:

Above table showing the occupational status of the respondents. It reveals that,
more than one-fourth (27%) of the respondents are house wife, followed by 26% of the
respondents are employed and least no. of respondents are students.
CHART 4.1.5

RESPONDENTS CLASSIFICATION ACCORDING TO OCCUPATION:

OCCUPATIONAL STSTUS

23

STUDENT
27
HOUSE WIFE
100 EMPLOYED
BUSINESS
26
TOTAL

24
TABLE4.1.6

RESPONDENTS CLASSIFICATION ACCORDING TO MONTHLY

INCOME:

MONTHLY INCOME NO.OF.RESPONDENCE PERCENTAGE (%)

UP TO Rs.3000 4 4

Rs.3001 TO Rs.6000 25 25

RS.6001 TO Rs. 9000 32 32

Rs. 9001 TO Rs.12000 39 39

TOTAL 100 100

INFERENCE:

The above table showing the monthly income of the respondents. It tells that
39% of the respondents are having the monthly income of above Rs.9,000, 32% of the
respondents are having monthly income of Rs.6,001 – Rs.9,000. And the least (4%)
number of the respondents are having monthly income of the less than Rs.3, 000.
CHART 4.1.6:

RESPONDENTS CLASSIFICATION ACCORDING TO MONTHLY

INCOME:

MONTHLY INCOME

100
80
60
40
20
0
UPTO RS.3000
RS.3001 TO
6000 RS 6001 TO
9000 RS 9001 TO
12000 TOTAL

NO.OF.RESPONDENCE PERCENTAGE
TABLE4.1.7

RESPONDENTS CLASSIFICATION ACCORDING TO FAMILY SIZE:

FAMILY SIZE NO. OF RESPONDENTS PERCENTAGE

(%)
UP TO 2 10 10

3 TO 4 56 56

5 TO 6 31 31

ABOVE 6 3 3

TOTAL 100 100

INFERENCE:

The table representing the size of the family. It reveals that more than 56% of the
respondents are belongs to the family size of 3 – 4 members. And least 3% of the
respondents are belongs to the family size of above 6.
CHART 4.1.7

RESPONDENTS CLASSIFICATION ACCORDING TO FAMILY SIZE:

NO.OF.MEMBERS IN THE FAMILY

10

56
UPTO 2
100
3 TO 4
5 TO 6
ABOVE 6
31
3 TOTAL
TABLE 4.1.8:

RESPONDENTS CLASSIFICATION ACCORDING TO PRODUCT

PURCHASED:

NORMALLY PRODUCTS NO. OF RESPONDENT PERCENTAGE (%)

PURCHASED FROM
DEPARTMENTAL STORES 52 52

SHOPS / MARKETS 46 46

SALES REPRESENTATIVES 2 2

EXHIBITION 0 0

TOTAL 100 100

INFERENCE:

Above table showing the sources of purchases of the respondents. It reveals that
more than 50% of the respondents are purchasing the products from departmental stores.
And less than 50% of the respondents are purchasing products from shops/ market.
CHART 4.1.8:

RESPONDENTS CLASSIFICATION ACCORDING TO PRODUCT

PURCHASED:

PRODUCTS PURCHASED BY THE

RESPONDENTS

TOTAL

EXHIBITION

NO.OF.RESPONDENT
SALES REPRESENTATIVES
PERCENTAGE
SHOPS / MARKETS

DEPARTMENTAL STORES

0% 20% 40% 60% 80% 100%

TABLE 4.1.9:

RESPONDENTS CLASSIFICATION ACCORDING TO SOURCE OF

INFORMATION:

SOURCE OF INFORMATION NO. OF RESPONDENTS PERCENTAGE (%)

TV 26 26

NEWS PAPERS 22 22

INTERNET 9 9

WORD OF MOUTH 43 43

TOTAL 100 100

INFERENCE:

The table representing the source of awareness about the departmental stores. It
shows that 43% of the respondents are aware of the departmental stores through word of
mouth advertisement and a least percentage of 9% are aware of the store through Internet.
CHART 4.1.9:

RESPONDENTS CLASSIFICATION ACCORDING TO SOURCE OF

INFORMATION:

MEDIA INSIST TO BUY PRODUCTS

120

100

80

60

40 NO.OF.RESPONDENCE

20 PERCENTAGE

0
TABLE 4.1.10:

RESPONDENTS CLASSIFICATION ACCORDING TO FAVOURABLE

STORE:

FAVORABLESTORE NO.OF.RESPONDENTS PERCENTAGE (%)

SHRI KANNAN 58 58
DEPARTMENTAL
STORE
VINAYAGA 15 15
DEPARTMENTAL
STORE

NAADAR 14 14
DEPARTMENTAL
STORES
OTHERS 13 13

TOTAL 100 100

INFERENCE:

Above table representing the favourable departmental store of the respondents. It

tells that more than 50% of the respondents are going to the SHRI KANNAN departmental
store and least percentage of 13% is going to other departmental stores.
CHART 4.1.10:

RESPONDENTS CLASSIFICATION ACCORDING TO FAVOURABLE

STORE:

FAVOURABLE STORE

100%
90%
80%
70%
60%
PERCENTAGE
50%
NO.OF.RESPONDENCE
40%
30%
20%
10%
0%
KDS VDS NDS OTHERS TOTAL
TABLE 4.1.11:

RESPONDENTS CLASSIFICATION ACCORDING TO REASON FOR

PURCHASE:

REASON FOR NO. OF RESPONDENTS PERCENTAGE (%)

PURCHASE
CONVENIENT 22 22

PRESTIGE 11 11

LESS COST 23 23

MORE QUALITY 32 32

TIME SAVING 12 12

TOTAL 100 100

INFERENCE:

The table showing the reasons for purchasing through departmental stores. Nearly
one – third (32%) of the respondents are prefer the store due to more quality, followed by
23% of the respondents are prefer the store due to less cost and least 11% of the
respondents are prefer the store due to prestige.
CHART 4.1.11

RESPONDENTS CLASSIFICATION ACCORDING TO REASON FOR

PURCHASE:

REASON FOR PURCHASE

22

11 CONVENIENT
PRESTIGE
23 LESS COST
100
MORE QUALITY
TIME SAVING

32 TOTAL

12
TABLE 4.1.12:

RESPONDENTS CLASSIFICATION ACCORDING TO NO,OF.YEARS OF

PURCHASE:

NO. OF YEARS PURCHASING NO. OF PERCENTAGE (%)

FROM DEPARTMENTALSTORES RESPONDENTS
LESS THAN ONE YEAR 10 10

ABOVE 20 20 20

50 TO 60 40 40

ABOVE 60 30 30

TOTAL 100 100

INFERENCE:

Above table representing the number of years purchasing from departmental stores
it reveals that the more than one-third(38%) of the respondents are belong to the category
above 30-50years followed by 30% of the respondents are belong to the category above 20
years and least percentage of 10% are belong to the category less than a year.
CHART 4.1.12:

RESPONDENTS CLASSIFICATION ACCORDING TO NO,OF.YEARS OF

PURCHASE:

YEARS OF PURCHASE

TOTAL

ABOVE 60

NO,OF.RESPONDENCE
50 TO 60
PERCENTAGE

ABOVE 20

LESS THAN ONE

0 50 100 150 200

TABLE 4.1.13:

RESPONDENTS CLASSIFICATION ACCORDING TO TYPE OF

PRODUCT PURCHASED PURCHASE:

TYPE OF PRODUCT NO. OF PERCENTAGE (%)

BUYFROM RESPONDENTS
DEPARTMENTALSTORE
FRUITS AND VEGETABLES 15 15

PROVISIONS AND 25 25
GROCERIES
COSMETIC PRODUCTS 4 4

HEALTH CAREPRODUCTS 6 6

STATIONARY PRODUCTS 2 2

ALL THE ABOVE 47 47

TOTAL 100 100

INFERENCE:

The table representing the items purchased from departmental stores. It reveals that
nearly 50% of the respondents are purchase all the above mentioned products 26%of the
respondents are purchase provisions and groceries and least percentage of the 2% are
purchase only health care product.
CHART 4.1.13:

RESPONDENTS CLASSIFICATION ACCORDING TO TYPE OF

PRODUCT PURCHASED PURCHASE:

TYPE OF PRODUCT PURCHASED

15
FRUITS AND VEGGIES
25
GROCERIES
4 COSMETIC
6
2 HEALTH CARE
100
STATIONERY
ALL THE ABOVE
47 TOTAL
TABLE 4.1.14:

RESPONDENTS CLASSIFICATION ACCORDING TO HANDILING OF

DAMAGE:

DAMAGE HANDLING NO. OFRESPONDENTS PERCENTAGE (%)

IMMEDIATE 61 61
RECTIFICATION
DELAY IN 16 16
RECTIFICATION
NO EXCHANGE 14 14

NO RESPONSE 9 9

TOTAL 100 100

INFERENCE:

The table representing the items purchased from departmental stores. It reveals that
nearly 61% of the respondents are handling of damaged immediate rectification in
departmental stores. 16% of the respondents are handling of delay in rectification in
departmental stores. 14% of the respondents are handling of no exchange in departmental
stores, 9% of the respondents are handling of no response in departmental stores.
CHART 4.1.14:

RESPONDENTS CLASSIFICATION ACCORDING TO HANDILING OF

DAMAGE:

HANDILING OF DAMAGE

61
IMMEDIATE RECTIFICATION
DELAY IN RECTIFICATION
100 NO EXCHANGE
NO RESPONSE
TOTAL
16

14
9
TABLE 4.1.15:

RESPONDENTS CLASSIFICATION ACCORDING TO FREE DOOR

DELIVERY SERVICE:

FREE DOOR DELIVERY NO. OF. PERCENTAGE (%)

RESPONDENTS
ALWAYS 20 20

OFTEN 35 35

SOMETIMES 28 28

NO 17 17

TOTAL 100 100

INFERENCE:

The above table representing the free delivery of 20% by the respondents, it says
that 35% of the respondents are often having the door delivery only, 28% of the
respondents are sometimes having it and least percentage of 17% are not having this
service.
CHART 4.1.15

RESPONDENTS CLASSIFICATION ACCORDING TO FREE DOOR

DELIVERY SERVICE:

FREE DELIVERY SERVICE

35
30
25
20 NO. OF. RESPONDENTS
15 PERCENTAGE (%)
10
5
0
ALWAYS
OFTEN
SOMETIMES
NO
TABLE 4.1.16:

RESPONDENTS CLASSIFICATION ACCORDING TO DISCOUNTS AND

BENIFITS:

DISCOUNT AND NO. OF.RESPONDENTS PERCENTAGE (%)

BENEFITS
ALWAYS 11 11

OFTEN 23 23

SOMETIMES 50 50

NO 16 16

TOTAL 100 100

INFERENCE:

The above table representing the discounts and benefits enjoyed by the respondents,
it says that 50% of the respondents are enjoying the discounts and benefits sometimes only,
23% of the respondents enjoying the discounts and benefits often and least percentage of
11% are enjoying always.
CHART 4.1.16:

RESPONDENTS CLASSIFICATION ACCORDING TO DISCOUNTS AND

BENIFITS:

DISCOUNTS AND BENIFITS RENDERED

100
80
60
40
20 NO.OF.RESPONDENTS
0 PERCENTAGE
TABLE 4.1.17:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

CARE SERVICE:

CUSTOMER CARE NO. OF.RESPONDENTS PERCENTAGE (%)

HIGHLY SATISFIED 43 43

SATISFIED 26 26

FAIR 19 19

DISSATISFIED 12 12

TOTAL 100 100

INFERENCE:

The above table shows the customer care service of the departmental store. It tells
that more than two-fifth (43%) of the respondents are highly satisfied with the customer
care service, more than one-fifth (26%) of the respondents are satisfied with the customer
care service and 12% of the respondents are dissatisfied with the customer care service.
CHART 4.1.17:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

CARE SERVICE:

CUSTOMER CARE SERVICE

100
80
60
40
20
0 NO.OF.RESPONDENTS
PERCENTAGE
TABLE 4.1.18:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

SATISFIED WITH PRODUCT:

SATISFIED WITH THE NO. OF RESPONDENTS PERCENTAGE (%)

PRODUCTS
YES 24 24

NO 76 76

TOTAL 100 100

INFERENCE:

Above table reveals the customer’s satisfaction towards the products. It says that
more than three-fourth (76%) of the respondents are satisfied with the products and less
than one forth (24%) of the respondents are not satisfied with the product.
CHART 4.1.18

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

SATISFIED WITH PRODUCT:

SATISFACTION OF PRODUCT PURCHASED

100

80

60
NO.OF.RESPONDENT
40
PERCENTAGE
20
0
YES
NO
TOTAL
TABLE 4.1.19

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

SATISFACTION WITH PRODUCT IF NO REASON:

IF NO THEREASON NO. OF. PERCENTAGE (%)

RESPONDENTS
MORE COST 30 30

HIGHINVESTMENT 20 20

NO BARGAINING 20 20

OTHERS 30 30

TOTAL 100 100

INFERENCE:

Above table dealt with the reasons for not satisfied with the products. It reveals that,
more than 20% of the respondents are not satisfied because of the any bargaining, 30% of
the respondent’s states that there is more cost for the products.
CHART 4.1.19:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

SATISFACTION WITH PRODUCT IF NO REASON:

REASON FOR NON-SATISFACTION

30

20 MORE COST
100
HIGH INVESTMENT
20
NO BARGAINING
OTHERS
30
TOTAL
TABLE 4.1.20:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

DIFFICULTY IN BUYING:

DIFFICULTY IN BUY NO.OF.RESPONDENTS PERCENTAGE (%)

YES 45 45

NO 55 55
TOTAL 100 100

INFERENCE:

Above table reveals the difficulty faced by the respondents while purchasing. It
says that 45% of the respondents are facing some difficulties while purchasing and 55% of
the respondents are not facing any difficulty.
CHART 4.1.20:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

DIFFICULTY IN BUYING:

DIFFICULTY IN BUYING

45

100
YES
NO
55 TOTAL
TABLE 4.1.21:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

DIFFUICULTY IN BUYING IF YES REASON:

IF YES THE REASON NO.OF.RESPONDENTS PERCENTAGE (%)

TIME CONSUMING 19 19

TOO MUCH 7 7
FORMALITIES
DELAY IN 17 17
RECEIVINGTHE
PRODUCTS
OTHERS 2 2

TOTAL 100 100

INFERENCE:

The above table represents the reason for difficulty of buying the products through
departmental store. It reveals that ,48% of the respondents are saying that the departmental
store is time consuming, followed by 38% of the respondents are saying that receiving the
products are getting delay.
CHART 4.1.21:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

DIFFUICULTY IN BUYING IF YES REASON:

REASON FOR DIFFICULTY IN BUYING

100
80
60
40
20
0 NO.OF.RESPONDENTS
PERCENTAGE
TABLE 4.1.22:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

FAMILY MEMBERS SATISFACTION:

FAMILY MEMBERS NO. OF. RESPONDENTS PERCENTAGE (%)

SATISFIED
YES 90 90

NO 10 10

TOTAL 100 100

INFERENCE:

The above table reveals the satisfaction of the respondent’s family members. It
reveals majority of the respondent’s family members are satisfied with the departmental
store.
CHART 4.1.22

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

FAMILY MEMBERS SATISFACTION:

SATISFACTION OF FAMILY MEMBERS IN

PURCHASE

100
90
80
70
60 NO.OF,RESPONDENTS
50
PERCENTAGE
40
30
20
10
0
YES NO TOTAL
TABLE 4.1.23:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

RECOMMENDATION TO BUY:

RECOMMEND OTHERS NO. OF. RESPONDENTS PERCENTAGE (%)

TO BUY IN
DEPARTMENTAL
STORES
YES 84 84

NO 16 16

TOTAL 100 100

INFERENCE:

Table representing the willingness of respondents to recommend others to buy in

departmental stores. It says that more than four-fifth (84%) of the respondents is having
willingness to recommend other to buy in departmental stores.
CHART 4.1.23:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

RECOMMENDATION TO BUY:

RECOMENDATION OF STORES TO OTHERS

84 YES
100 NO
TOTAL

16
TABLE 4.1.24:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

ADVANTAGE TO PURCHASE:

ADVANTAGES THAN NO. OF. RESPONDENTS PERCENTAGE (%)

OTHER
YES 83 83

NO 17 17

TOTAL 100 100

INFERENCE:

Above table represents the advantages of departmental store than other store. It
reveals that the more than fourth-fifth (83%) of the respondents is accepting that the
department stores are more advantages than other.
CHART 4.1.24:

RESPONDENTS CLASSIFICATION ACCORDING TO CUSTOMER

ADVANTAGE TO PURCHASE:

ADVANTAGE OF DEPARTMENTAL STORES

17

YES
100 100 NO
TOTAL
83
4.1.25. CORRELATION ANALYSIS

Table showing the free delivery and discounts and benefits rendered by departmental
stores.

Opinion Level of Discounts X̅-x Y̅-y 𝑋2 𝑌2 XY

satisfaction and benefits
in delivery rendered in
service departmental
stores
Always 20 11 -5 -14 25 196 70

Often 35 23 10 2 100 4 20

Some 28 50 3 25 9 625 75
times

No 17 16 -8 -9 64 81 72

Total 100 100 198 906 232

∑𝑋𝑌
R =
√∑𝑋 2 𝑌 2

X̅=∑X / N Y̅=∑X / N

X̅ = 100 / 4 = 25 Y̅= 100 / 4 = 25

 232 232
= =
√(198)(906) √179388

R =0.547764
Table showing the satisfaction of product purchased and difficulties in buying in stores
departmental

Opinion Satisfaction Difficulty inX̅-x Y̅-y 𝑋2 𝑌 2 xy

through buying
purchase
Often 24 45 -26 -5 676 25 130

Always 76 55 26 5 676 25 130

Total 100 100 1352 50 260

∑𝑋𝑌
R =
√∑𝑋 2 𝑌 2

X̅=∑X / N Y̅=∑X / N

X̅ = 100 / 2 = 50 Y̅ = 100 / 2= 50

260
=
√(1352)(50)

260
=
√67600

INFERENCE:

From the above calculation is clear that there is relationship between the customer
opinion and satisfactory level.
5.FINDINGS:

Based on the summary of the analysis and interpretation of data as per study,
the following are the findings, followed up suggestions recommended to improve the
sales and functioning of the stores.
1. The study reveals that the respondents are aware of various features of
departmental stores.
2. A majority of the respondents come to know about the departmental stores through
word of mouth advertisement.
3. Many customers visiting the stores belong to the age 21 – 30 years.
4. The female respondents visiting the stores outnumber the male.
5. More number of married respondents visits the store.
6. More number of degree / Diploma holder and school level
Respondents also visit the stores.
7. Most of the respondents visiting the stores are housewivesFollowed by employees.
8. Many of the respondent’s family monthly incomes fall
Above Rs.9, 000.
9. The family size of most of the respondents falls within 3 – 4
Members.
10. Most of the respondents are purchasing products from
Departmental stores followed by the shops / market.
11. Most of the respondents are visiting the Shri kannan departmental stores.
12. A majority of the respondents prefer the departmental stores for
a.More quality b.Less cost c.Convenient
13. Most of the respondents are visiting the departmental stores more than 3 years.
14.A majority of the respondents visiting the store and purchase fruits and vegetables,
provisions and groceries, cosmetic products, health care products and stationary
products.
15. A majority of the respondents are getting immediate rectification from the
damages.
16. Most of the respondents are always getting the free door delivery service.
17. Most of the respondents are getting both tow-wheeler and four wheeler parking
facility.
18. A majority of the respondents are highly satisfied with the customer cared service
rendered at the stores.
19. More than 75% of the respondents are satisfied with the products purchased from
departmental stores.
20. Major reasons for not satisfying are no bargaining and more cost
21. More than 50% of the respondents are raving no difficulty in buying the product.
22. Major reasons for the difficulties are time consuming and delay in receiving the
product.
23.90% of the respondents family members are satisfied with the products purchased
from departmental stores.
24. More than four – fifth of the respondents are interested in recommending
departmental stores to others.
25. The study reveals that the departmental stores are advantageous than other stores
5.1. Suggestions:

Based on the findings, the following suggestions have been recommended to improve
the sales and functioning at the store.

1. As the majority of the respondents are aware of departmental stores not through
advertisement, it is suggested that the store puts in more efforts in making the
advertising media an effective source of information in reaching the customers at
large.

2. Efforts should be made to reduce the price of certain products like fancy items,
children’s toys, etc.

3. Steps should be formulated to make the customers aware of the door delivery
system facility provided.

4. It is suggested to the management to appoint more number of skilled sales persons

in order to attract customers.

5. It is recommended to the management to make the billing procedure more

convenient.

6. Steps should be taken to avoid waiting and arrangements be made to park the
customers vehicle without any problem

7. It is suggested to the management to make the department store account for the
benefit of the customers and the persons working at the store.

8. Steps should be taken to set up departmental stores indifferent Parts of the city for
the easy accessibility.
5.3. CONCLUSION:

Modern marketing is consumer oriented:

The starting point in evolution of market driven strategies in getting know

about what, where, when and how the customers are in need of their wants. The
various marketing channels are used to provide consumers with a convenient means
of obtaining the products and services they desire one. Such retail marketing channel
is the departmental stores. The features such as product choice, display of good and
other services facility provided attract the customers at large.

The study reveals that the customers are satisfied with the contributors made
by departmental stores and they are interested in recommending it to other prospective
customers.
 QUESTIONNAIRE

Dear sir / madam,

Iam Dhaarani.R a student of SNMV College of arts and science. sem -VI As
a part of our study, iam doing a survey on retail audit on retail outlets.So I request you
to fill up these questions and also assure that the information provided by you will be
kept confidential and only for the accadamic purpose.Thanking you,

NOTE: Please tick mark in appropriate options to provide your opinion

A STUDY ON CUSTOMER SATISFACTION TOWARDSDEPARTMENTAL

STORED IN COIMBATORE

1. Name:

2. Age:

a) Below 20 years b) 21- 30 years

c) 31-40 yeas d) above 40 years

3. Gender:

a) Male b) Female

4. Marital status:

a) Married b) Unmarried

5. Educational qualification

a) School level b) Degree Diploma

c) PG d) professional
6. Occupational status

a) Student b) House wife

c) Employed d) Business

7. Monthly income of the family

a) Up to Rs.3, 000 b) Rs. 3,000 to 6,000

c) Rs. 6,000 to Rs.9, 000 d) Above Rs. 9,000

8. No. of members in the family

a) Up to 2c) 4 to 6 b) 2 to 4 d) Above

9. Normally you buy products at

a) Departmental stores b) Shops / markets

c) From sales representatives d) Exhibition

10. Have you purchased any product from departmental stores?

a) Yes b) No

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

a) Advertisement through television

b) Advertisement through news paper

c) Advertisement through internet

d) Word of mouth advertisement

12. Which departmental stores are most favourable to you?

a) Shri kannan b) vinayaga

b) Naadar d) Others____________
13. Reason for purchasing through departmental stores.

a) Convenient b) Prestige

c) Less cost d) more quality

e) Time saving

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

a) Less than a year b) 1 to 2

c) 2 to 3 d) Above 3 years99

15. State which type of product you purchase through departmental stores?

a) Fruits & vegetables

b) Provisions & groceries

c) Cosmetic product

d) Health care product

e) Stationery products

f) All the above

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

a) Immediate rectification b) Delay in rectification

c) No exchange d) No response

17. Are they provide free door delivery service?

a) Always b) Often

c) Sometimes d) No

18. Are they providing parking facility?

a) Only two wheeler b) Only four wheeler

c) Both two wheeler & four wheeler d) No parking facility.

19. Are they provide discount & benefits?

a) Always b) Often

c) Sometimes d) No

20. Are they provide customer care service effectively?

a) Highly satisfied b) Satisfied

c) Fair d) Dissatisfied

21. Are you satisfied with the product you purchased through Departmental stores

a) Yes b) no

22. If no reason

a) More cost b) No Bargaining

c) High investment d) others __________

23. Is there any difficulty in buying the products through departmental stores?

a) Yes b) no

24. If yes give the reason

a) Time Consuming b) Too much formalities

c) Delay in receiving the products d) others ________________

25. Are the family members satisfied with the Departmental Stores products?

a) Yes b) no

26. Will you recommend others to buy through Departmental Stores?

a) Yes b) no

27. Do you feel Departmental store is more advantageous than any other type?

28. Any other suggestions for improvement to be made in Departmental Store?

___________________________________________________
BOOKS FOR REFERENCE:

1) Kothari.C.R. (1990), research methodology, methods and techniques,2nd

edition,wishwa prakash,newdelhi
2) Hill.N.,(1996),Hand book of customer satisfaction measurement, Gower
press,Aldershot UK

BIBLOGRAPHY:

www.google.com

www.scribd.com

www.wikipedia.com

www.business,com

www.businessweek.com