Table Of Content

S.NO CONTENT PAGE NO

1. TOPIC-Assessing customer attitude towards retail 1
sector
2. Importance of research on this area

3. Objectives of research
4. Literature review
5. Research Methodology
6. Questionnaire

Assessing Customer Attitude Towards

Retail Sector
Reason & Objective :-
-The point of the paper was to distinguish and portray components of
consumer loyalty for market and hypermarket. The research look into
additionally estimated degree of satisfaction of those selected retailers-
Reliance, Big Bazaar ,More.

- Comparatively analyze consumer loyalty and satisfaction for those

retailers.

-The result of the research gave valuable bits of knowledge to marketers

especially in retail area to examine and understand customer needs in
order to make and keep up higher fulfillment level for their motivations of
key plan of building loyalty and increase sales.
Research Questions:-
 What is the level of satisfaction of clients at hypermarkets/supermarkets?
 What is the level of satisfaction of clients at these supermarket/hypermarket stores
(Reliance,Big Bazaar,More)?

Literature Review

Definitions

Supermarket-
As per the Webster International word reference (1993), a Supermarket is a self-
administration store or independent retail market offering a wide assortment of
food and family stock, sorted out into departments. It is large in size and has a
more extensive choice than a conventional market and it is smaller than a
hypermarket or superstore.

Hypermarket-
As per the Webster word reference (1993) a hyper showcase is a superstore which
consolidates a market and a retail chain (where as a rule are sold items like attire,
furniture, apparatuses, gadgets, and furthermore select different lines of items, for
example, paint, equipment, toiletries, beautifying agents, photographic gear, gems,
toys, and outdoor supplies), being the outcome an exceptionally huge retail office
which conveys a gigantic scope of items under one rooftop, including full lines of
goods and general product.

Reliance-
Reliance Retail is the retail business wing of the Reliance business. Numerous
brands like Reliance Fresh, Reliance Footprint, Reliance Time out, Reliance
computerized, Reliance Wellness, Reliance Trendz and Reliance Jewel go under the
Reliance Retail brand. In November 2007, Reliance reported its raid into the
marked gems showcase.

Big Bazaar-
Big Bazaar-isn't simply one more hypermarket; it takes into account each need of
your family. Where Big Bazaar scores over different stores is its incentive for cash
suggestion for Indian clients.
We ensure that at Big Bazaar you will get the best items at the best costs. With the
ever-expanding cluster of in-house brands, it has opened entryways in the realm of
design and general product, including home decorations, utensils, porcelain,
cutlery, sports merchandise and considerably more at costs that will astonish you.
What's more, this is only the start.

More-
-More is a retail location brand which was before known as Aditya Birla Retail
Limited, when it was a piece of Aditya Birla Group. More is the fourth biggest
general store chain in the nation after Future Group, Reliance Retail and D-Mart.

Customer Satisfaction-

According to Hasemark and Albinsson (2004) cited in Singh (2006:1) “satisfaction

is an overall attitude towards a product provider or an emotional reaction to the
difference between what customers expect and what they actually receive regarding
the fulfillment of a need”.

Kotler (2000); Hoyer & MacInnis (2001) also define satisfaction as a person‟s
feelings of pleasure, excitement, delight or disappointment which results from
comparing a products perceived performance to his or her expectations.

Dimensions Of Customer Satisfaction-

Location-

The area of any store is in every case significant. Area can mean comfort and
availability. Area can likewise allude to the quantity of stores in a specific geological
setting.Once an area is close to the home then exchange costs related with buy, for
example, transport expenses and time spent are probably going to be reduced.

According to Reilly (1931) who grew Reilly law of retail satisfaction energy which
suggests that individuals are attracted to bigger shopping consequently bigger
urban communities will in general pull in a larger number of clients to shop their
than littler ones in this manner the requirement for grocery stores to consider area
when setting up facilities.

This is additionally bolstered by Craig et al (1984) who utilize the focal spot
hypothesis to clarify how individuals living far away are pulled in to bigger stores
which are halfway situated in bigger shopping centers offering more assortment of
products and ventures than those stores inside their own region offering less
merchandise and enterprises.

Additional Services-
This measurement will comprise of four components Membership card, parking
area, child zones and delivery of goods. Customers consistently search for
accommodation advantage in the advanced condition. Extra administrations are
basically significant in the retail business and assume a job in deciding consumer
loyalty through making of convenience. Additional administrations like the
accessibility of leaving can make comfort for clients with vehicles subsequently
prompting a beneficial outcome on consumer loyalty. Other extra administrations
like Membership card/loyalty card additionally give access to limits and special
merchandise.

Product quality-

For reasons for this investigation, we have utilized 3 components to gauge

the element of item quality in product; product variety, freshness of product
and durability. Variety doesn't just assist retailers with drawing in more
buyers however it can likewise rouse them to buy more while at the store.
On the off chance that a retailer gives more prominent assortment in item
classes, it can improve the comfort of procurement along these lines
expanding consumer loyalty. Assortment item determination can likewise
help decrease the apparent costs like exertion and travel time.

Facilities-

Under this measurement we utilize three components like presentation,

music and perfect and roomy environment to quantify the impact of store
offices on client satisfaction. Because of expanded rivalry in the market,
retailers are being headed to improve their passageway and show the
executives procedures. This is being never really organization portion of
purchaser buys and wallet.

Process-

Process will be estimated utilizing three components, for example, number

of checkout counters/express checkout counters, opening times and line
holding up time at counters. It is critical to deal with these components of
procedure in administration conveyance as they can represent the moment
of truth Customer satisfaction. Greater shopper fulfillment is gotten with
shorter holding up periods. Subsequently there is requirement for grocery
stores specifically to oversee long lines particularly during top hours when
the traffic in the stores is overwhelming.

Value For Money-

Value for money is the apparent degree of value comparative with the cost
paid for an item or administration. Estimation of cash depends on serious
evaluating of items, limits granted to clients, and promotions. Several
examines have been done the incentive for cash and the worth connected to
it by clients. These investigations additionally call attention to the contrast
among cost and quality and how they impact apparent worth, consumer
loyalty and client conduct.

Methodology
Research Type-
It is a descriptive research, correlation, formative plan, observational examinations,
and surveys are utilized. For the research, survey in addition to perception or
observation were the reasonable approaches to catch the marvel right now. The
chosen approach based upon personal observation and shopping encounters from
viewpoints of clients when they do their basic food items shopping.

Data Collection -

There are two wellsprings of information for look into,primary and secondary data.
The primary information is applicable to the current examination and normally
gathered by the specialist through specialized techniques or collaboration with
respondents and perception strategies. For this sort of information, review
procedures were utilized to address the survey questions, which depend on
structured questionnaire.

Questionnaire Design-

Appropriate data collection strategy was the further issue.three resources for
primary information are questionnaire, observation, interview,and meeting. In this
research , researcher consolidated these three procedures under survey through
questionnaires. Since potential respondents were dispersed over a geographic
region, the utilization of survey was likely become generally appropriate and
affordable decision of gathering data.

Questionnaire comprised of structured questionnaire(close ended). The evident bit

of leeway of close ended inquiries is that reaction rate is expanded, efficient for
respondents and diminishing sitting tight expense for the assessor. Clearly,
respondents typically feel hesitant to participate in the meeting in the event that
they are required to address many open inquiries because of time constraint and
burden.

THEORETICAL FRAMEWORK FOR CUSTOMER SATISFACTION-

Elements
 Location Location

 Membership card
 Parking Lot Additional Services
 Baby Areas
 Delivery Of Goods

 Freshness of product
 Durability Product Quality
 Product variety

 Clean & Spacious

atmosphere Facilities
 Display/decoration Custome
 Music/interior
 Accuracy of receipt r
 Correct prices Reliability Satisfact
 No. of checkout counters ion
 Operation hour
 Queues-waiting at
Process
counters

 Competitive price
 Frequency of
promotion/discounts Value for Money

 Friendliness
 Knowledgeable/quick
performance
Staff

 Availability of staff to
offer help/Recognizing Personnel Service
loyal customers
Data Analysis Of Customer Satisfaction
Survey

This analysis directed on the information gathered from three stores (Reliance
retail,Big Bazaar,More) are introduced. The search surveys were conveyed to the
clients of the above said stores. Number of questionnaire conveyed to clients of
these stores is as per the following,

Supermarkets No. of Questionnaire

Reliance Retail 25
Big Bazaar 50
More 50

Respondents were approached to rate 5 point Likert scale for each element.
Customer Satisfaction was the main variable to gauge. To quantify consumer
loyalty adequately, center inquiry was created base on 9 measurements which are
location, additional services, product quality, facilities, reliability, process, value for
money, staff. Each measurement has distinctive number of components.

Score criteria: each element has 1 to 5 score (1= not satisfied at all; 5=
extremely satisfied). Maximum score for each questionnaire of 21 elements is 105.
Maximum score for each element assigned by the whole sample of 125 respondents
is 625.

Summative Score = (Score obtained from Reliance Retail Customers + Score

obtained from Big Bazaar customers + Score Obtained from More customers)

= (25*105 +50*105 + 50*105)

= (13,125)

Data Analysis-

Location

The first dimension was location. The summary score was 546, accounting for 87%
while maximum score for this dimension is 625. This result shows that people were
relatively high satisfied with location of supermarkets. In other words, they prefer to
shop at the convenient supermarket.